Page 143 - E1 Integrated Workbook STUDENT 2018

Introduction to marketing

The marketing environment

The marketing environment exists at three levels:

 The macro environment – includes all the factors that influence an organisation
but are outside of their control.

 The micro environment – includes all the factors that can influence an
organisation but the organisation has some opportunity to exercise influence.

 The internal environment – includes all the factors that are internal to the
organisation and are therefore potentially controllable.

The following technique can be used to analyse the macro environment:

Political

Economic

Social

Technical

Ecological

Legal

Each of these factors can be applied to the marketing function.

Illustrations and further practice

Now try TYUs 3 and 4 from Chapter 10.

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