Wednesday, November 10, 2010

The Structure of the Marketing Environment

The consumer occupies the core/central position of all business activities and hence occupies the centre of the marketing environment. 

The organization with its resources and having a policy and structure surrounds the consumer with its particular market offering as do its competitors, suppliers and other intermediaries. 

This microenvironment of marketing is again affected by the macro environment, which consists of the government, technical, political, social, economic factors.