BMK 201 Lecture Notes - Lecture 2: Tunxis Community College, Habitat, Pest Analysis

• School: Tunxis Community College
• Department: Business – Marketing
• Course: BMK 201
• Professor: Paulone

Document Summary

Describe the marketing environment and the purpose of environmental analysis. Marketing environment refers to all of the internal and external forces that affect a marketer"s ability to create, communicate, deliver and exchange, offerings of value. The factors and forces within the marketing environment can be classified as belonging to the internal environment, the micro environment, and the macro environment. The internal environment refers to the organisation itself and the factors that are directly controllable by the organisation. The micro environment comprises the forces and factors at play inside the industry in which the marketer operates. It affects all parties in the industry, including suppliers, distributors, customers and competitors. The macro environment comprises the larger-scale societal forces that influence not only the industry in which the marketer operates, but all industries. It includes political forces, economic, sociocultural, technological, environmental and legal forces (pestel) Marketers seek to monitor, understand, respond to and influence their environment.