MEANING OF MARKETING 
  ENVIRONMENT 
  Marketing environment consists of all those 
   internal and external forces which affect the 
   marketing strategies. Modern marketer 
   realizes that environmental scanning would 
   provide them with continuous interaction 
   between the customers and the business 
   they are in.
  According to Philip Kotler “ Marketing 
   environment as the external factors and 
   forces that affect a firm’s ability to develop 
   and maintain successful transactions and 
   relationships with the target customers.”
   NATURE OF MARKETING 
   ENVIRONMENT
    The marketing environment of a business firm may be 
     static or dynamic when the environment forces do 
     not show a significant change, it is termed as stable 
     or static environment. And when significant changes 
     are seen in the environment forces it is termed as 
     dynamic environment. But the degree and nature of 
     change is predictable. There are some other forces in 
     the environment which have considerable influences 
     on the marketing strategies of a firm are listed below;
    (a) Increased Competition
    (b) Labour unrest
    (c) Social changes
    (d) Technological changes
    (e) Change in fashion
       COMPONENTS OR FACTORS AFFECTING 
       MARKETING ENVIRONMENT
        These forces are either internal or 
            external to the firm. The components of 
            marketing environment or the 
            forces/factors affecting the marketing 
            environment can be grouped in two 
            broad categories:
        I.      Controllable or Internal Marketing 
                Environment
        II.     Uncontrollable or External Marketing 
                Environment
  CONTROLLABLE OR INTERNAL 
  MARKETING ENVIRONMENT
   Marketing environment includes all factors that effect 
    marketing policies, decisions and operations of a 
    company. The internal environment of a firm 
    include controllable factors or variables such as 
    product design, branding packaging, pricing, 
    advertising and distribution policies of the firm. A 
    firm or a company can achieve its marketing 
    objectives by selecting a balanced Marketing Mix.
   Marketing Mix The policies adopted by manufacturers 
    to attain success in the marketing constitute the 
    marketing mix. Marketing Mix is considered as an 
    important part of marketing system of the 
    company. It is controllable factor of marketing 
    environment.
   UNCONTROLLABLE OR EXTERNAL 
   MARKETING ENVIRONMENT.
   The external forces or factors which constitute 
    uncontrollable environment are divided into 
    two parts for the study purpose:
   (i)  Micro factor such as: Suppliers, 
    Intermediaries, Competitors, Customers and 
    General public
   (ii) Macro Factors such as: demographic, 
    economic, political, Legal, Technological, 
    Social and Cultural.
   These factors or forces influencing marketing 
    decision making are collectively called as 
    Marketing Environment.