Marketing Management: Brief edition 2 Environment 2.1 The Marketing environment The macro-environment The micro-environment Politcal Factors nment Men Stakeholders Technological Socio-cultural The Marketing Environment The marketing environment surrounds and impacts upon the organization. There are on the marketing environment, namely the macro-environment the 'micro-environment and the 'internal environment 2.1.1 the macro-environment This includes all factors that can influence an organization, but that are out of their direct control. A company does not generally influence any laws(although it is accepted that they could lobby or be part of a trade organization). It is continuousl hanging, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. global ization means that there is always the threat of substitute products and new entrants. The wider environment is also ever hanging, and the marketer needs to compensate for changes in culture, politics, economics and technologyMarketing Management: Brief edition 3 2. Environment 2.1 The Marketing Environment The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. 2.1.1 the macro-environment This includes all factors that can influence an organization, but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuously changing, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and new entrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology