Marketing Environment Essay Example | Topics and Well Written Essays - 1750 words - 2

Marketing Environment - Essay ExampleWhile some of these factors be easily controllable by the firm, others atomic number 18 difficult or impossible to change and as a result, need to be accommodated in the business decision reservation.According to Kotler (1999, p. 10), A companys marketing environment consists of the versed factors & forces, which affect the companys ability to develop & maintain successful transactions & relationships with the companys target customers. A businesss marketing environment consists of various internal and external factors. These factors are sub-divided into various micro and macro factors.A businesss internal marketing environment consists of factors such as, machine, workers and employees, equipments, capital and internal operations that guide the internal marketing decisions. Internal marketing environment comprise forces that affect an shapings ability to cater to the consumers. These factors may include sales representatives, marketing mana gers, marketing plans, marketing budget, inventory, procedures or logistics (Ferrell and Hartline, 2010). It also includes departments, which are often ignored during the decision making process. For instance, besides the marketing, finance and human resource, the management should also consider other departments such as, research and development, accounting department and personal department, before making any business decisions (Homburg, Workman and Jensen, 2000). A discussion on the various marketing environment factors will help in better evaluation of their exercise on marketing decisions undertaken by a business.External marketing environment factors are further subdivided into macro and micro environment factors. Micro-environmental factors consist of suppliers, marketing intermediaries, consumers and competitors. Suppliers are individuals delivering important resources for producing services and goods. Supplier policies significantly affect marketing decisions of the manage rs