Marketing environment

The marketing environment of a company is a combination of all factors that affect the development of a company and interaction with customers.

According to the definition by F. Kotler, the marketing environment is the subjects and forces that operate outside the company and affect the ability of its management to develop and maintain successful relationships with target customers.

The main task of studying the marketing environment is necessary to understand the position and prospects for the development of the company based on the needs of the target market, helps to determine the goals and capabilities of the company.

In the study of the marketing environment, marketing macro-environment and micro-environment are distinguished.