Write a short notes on Marketing Environment.

MARKETING ENVIRONMENT
 

It includes all those factors which are external to a firm and which affect the Marketing process. According to Philips Kotler, Marketing environment is constantly spinning out new opportunities and new threats, and the firms find their marketing collapse. Therefore, the company’s Marketing executives must constantly monitor the changing Marketing scene and observe the changing environment through Marketing research. The Marketing Environment includes non-controllable variables that affect the company’s ability to serve its markets.

CONTROLLABLE FACTORS
The controllable factors are well within the grip of the firm and easy to adjust them to suit the changes. These consist of Marketing policies and Marketing strategies. Framing of marketing policies is the responsibility of top management and marketing strategies are developed by middle-level management. The selection of target marketing, Marketing objectives, and Marketing control are the other controllable factors which also helps in framing Marketing strategies.

UNCONTROLLABLE FACTORS 

Controllable variables will have to be filtered through various uncontrollable environmental factors before they reach to the customers. The uncontrollable environmental consist of two levels i.e., micro-environment and macro environment.