The marketing environment includes the actors and forces outside of marketing that affect the ability of marketing management to build and maintain successful relationships with target customers. It is divided into the Microenvironment and the Macroenvironment.
The Microenvironment includes internal factors (the company, suppliers, intermediaries, competitors, customers), while the Macroenvironment includes larger societal forces (demographic, economic, technological, etc.). Successful managers constantly scan the environment for opportunities and threats and proactively adapt their strategies.
