Marketing Environment - Internal & External Environment - BBA|mantra
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A company’s marketing environment consists of all the
factors and forces outside marketing that affect
management’s ability to develop and maintain
successful transactions with its target customers –
Kotler and Armstrong
Marketing Environment involves forces that directly or
indirectly influence an organisation’s capability to
market its product successfully.
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Marketing Environment - Internal & External Environment - BBA|mantra
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https://bbamantra.com/marketing-environment-internal-external/
Advertising Management (20)
Articles (240)
Banking and Insurance (10)
Blog (23)
Business & Entrepreneurship
(6)
Business Communication (15)
Business Environment (21)
Internal Environment is generally audited by applying
5 Ms i.e.
Business Ethics (2)
Business Law (1)
Business Statistics (49)
Men
Money
Machinery
Markets
Materials
The internal marketing environment consists of all
factors that are internal to the organisation like:
Company Law (14)
Computer Applications (9)
Consumer Behaviour (22)
Cost Accounting (3)
E-commerce (8)
Entrepreneurship (11)
Financial Accounting (2)
Financial Management (23)
Financial Services (19)
Company`s mission, vision and business objectives
Company Culture
Company image and Goodwill
Marketing Strategy
Technical Capacity
Managerial Skills and Abilities
Structure and Processes
Finance and Sales force
Production and Research
Internal Processes and Procedures
Allocation of responsibilities
Resource availability
Attitude of stakeholders
Organisation culture
Human Resources – HR department, Operations
department, Accounting and Finance departments,
Research and Design
Human Resource Management
(18)
Income Tax (2)
International Business (13)
Investment Analysis & Portfolio
Management (10)
IT & Technical Skills (5)
Macro-Economics (9)
Management Accounting (5)
Management Information
System (4)
Managerial Economics (2)
Marketing & Advertising (7)
Marketing Management (18)
Marketing of Services (6)
Micro-Economics (2)
Operations Management (2)
Organizational Behaviour (7)
Personal Finance (2)
Principles of Management (9)
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Project Management (11)
Projects and Presentations
(32)
The External Environment must be monitored
continuously to review the marketing strategy
accordingly. It consists of micro and macro
environment.
Public Finance (11)
Research Methodology (9)
Rural Marketing (1)
Strategic Management (14)
Micro Environment – It refers to the company’s
internal and immediate environmental
Macro Environment – It refers to the societal forces
such as political, legal, cultural, natural and economic
forces present in the environment.
Micro Environment – It involves all forces which
directly affect the organisation.
Public – Any group with potential interest in
organisational working
Financiers – Founders, Stakeholders, Investors,
Partners, Banks
Market intermediaries – Suppliers and
Wholesalers
Customers – Individual, industrial, re-seller, retail
Suppliers – Government, Non-profit, International
Competitors – Number of firms, Size of market,
Nature of product, Market entry and exit barriers,
Differential advantage
May 5, 2018
April 16, 2018
April 1, 2018
March 31, 2018
Macro Environment – It involves all forces which
affect indirectly like:
March 27, 2018
Demographic factors
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Marketing Environment - Internal & External Environment - BBA|mantra
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Age, sex, location
Income
Education
Occupation
Population
Growth rate
Birth ratio etc.
https://bbamantra.com/marketing-environment-internal-external/
January 13, 2018
January 2, 2018
Political factors
December 20, 2017
Government procedures and policies
Government rules and regulations
Monetary and Fiscal policy
Import-Export Policies
Central and State Regulations
Monopoly and Restrictive Trade Practices
Quota and Taxes
December 20, 2017
December 18, 2017
Economic factors
Economic system
Economic stability
Nature of trade cycles
Gross domestic product
Growth in real income
Income distribution pattern
Purchasing power
Culture and Sub-culture
Values, beliefs and attitudes
Traditions, norms
Friends, family, reference group, peers
Technological Factors
Technical Know-how
Availability of technology
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Environmental/Natural Factors
Climate
Availability of raw material
Topography of land
Natural and ecological resources
BY: BBAMANTRA / IN: ARTICLES, MARKETING MANAGEMENT / WITH: 2
COMMENTS
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