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

Marketing Environment - Essay Example While some of these factors are easily controllable by the firm, others are difficult or impossible to change and as a result, need to be accommodated in the business decision making. According to Kotler (1999, p. 10), â€Å"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.† A business’s marketing environment consists of various internal and external factors. These factors are sub-divided into various micro and macro factors. A business’s 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 organization’s ability to cater to the consumers. These factors may include sales representatives, marketing managers, 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 influence on marketing decisions undertaken b y 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 managers