Marketing Management 3(2+1)

Lesson 06 : The Marketing Environment

The Marketing Environment

A marketing system is an interacting set of institution’s activities and flow in order to help exchange operations between the firm and its market. It is a system with a set of objectives/elements that are interrelated and have interaction with each other. These elements operate on inputs such as human and physical resources and the relevant information to achieve the objectives planned.

A dynamic marketing environment has three types of forces.

• External uncontrollable forces
• External partially controllable forces
• Internal controllable forces