The Marketing Environment

The marketing environment constitutes all the external actors and issues that affect the marketing decisions and practices of a business. A number of different models and acronyms are used by marketers to divide up the environment in order to deal with it. Sometimes it is split between the micro or task environment (which includes the day-to-day influences on a business such as customers, competitors, suppliers and distributors) and the macro environment which includes broader influences that have more intermittent impact on the business (such as social trends, politics, economics, technology or laws). For an example of one framework to break the macro-environment down, click here.
In conventional marketing, two aspects of the macro environment were often missing. Firstly the physical environment was often not considered as part of the marketing environment, even though the planet ultimately underpins all that we do in business. Secondly, the analysis of the marketing environment was set very much in the present and only considered the present generation of customers, shareholders, employees and other stakeholders.


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