Definition

Kotler defines marketing environment as “the actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful relationships with target customers.”

Introduction

Businesses don’t operate in a vacuum; they’re surrounded by forces they can control (micro) and those they can’t (macro).

Explanation

Micro: company, suppliers, intermediaries, competitors, customers, publics.
Macro: demographic, economic, natural, technological, political, cultural forces.

Key Takeaways

• Environmental scanning reduces risk.

• Adaptability = survival.

• Tech and culture are fastest-changing macro forces.

Real-World Case

COVID-19 forced restaurants to pivot micro (operations) and macro (consumer behavior) strategies through delivery apps and safety campaigns.
Reference: https://www.mckinsey.com