Post on 05-Dec-2014
description
The environmental factors that are affecting marketing function can be classified into:
1) Internal environment and2) External environment
Internal Environment of Marketing
Factors existing within a marketing firm. Also called as controllable factors, because the company has control over these factors:
Top ManagementFinance and AccountingResearch and DevelopmentManufacturingPurchasingCompany Image and Brand Equity
External Environment of Marketing
External factors are beyond the control of a firm its success depends to a large extent on its adaptability to the environment.
The external marketing environment consists of:
a)Macro environment b) Micro environment