The marketing environment represents a mix of the internal and external forces which surround an organization and have an impact on it, especially their ability to build and maintain successful relationships with target customers.
The marketing environment consists of the micro and macro environment.
According to Phillip Kotler, “A company’s marketing environment consists of the Internal factors & forces, which affect the company’s ability to develop & maintain successful transactions & relationships with the company’s target customers.”
To sum up, marketing environment is a set of diverse, dynamic and uncontrollable forces that impinge on an organization’s marketing operations and opportunities.
