Page 29 - EBOOK DPM 10013 POM-FINAL 25.10.2021
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Learning Objectives:
Examine company's microenvironment.
Examine the company's macro environment
2.0 MARKETING ENVIRONMENT
The marketing environment is examined as part of the marketing planning process, and
it examines the different internal and external influences that can influence a company's
ability to operate. This can include influences like as suppliers, consumers, and
competitors, as well as technical and cultural forces.
Some of these elements can be managed, but others are out of a company's control (e.g.
legal and political structures). Companies may properly lay out their marketing activities
to counteract any unfavourable affects they may meet by being aware of the marketing
environment.
The marketing environment is the force that ability of marketer to conducts its marketing
activities. (Yusniza kamarulzaman, 2013)
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