Marketing Environment

Types of Marketing Environments:

Macroenvironment refers to the broad demographic, societal, economic, political, and technological forces that an organization faces.

1. Demographic environment
   Worldwide population growth/ population age mix / ethic markets / household patterns / geographical shifts in population, etc
2. Economic environment
   Stages in business cycle/ inflation & deflation/ unemployment / income distribution, etc
3. Social cultural
   High persistence of core values / existence of subcultures / shifts of secondary cultural values through time
4. Natural
   Shortage of raw materials/ increased energy costs/ increased pollution level, etc
5. Technological
   Accelerating pace of technological change / unlimited opportunities for innovations / increase regulation of technological change
6. Political-legal
   Legislation governing business – laws maintaining a competitive environment / laws regulating competition / laws protecting consumers / laws deregulating specific industries

Microenvironment refers to the forces close to an organization that have a direct impact on its ability to serve its customers