Explain “ external Macro Environment and Internal Marketing Environment?

Every business organization is a part of the business environment, within which it operates which is broadly classified into two categories:

First: Micro environment (Internal Environment or Task Environment )

refers to the environment which is in direct contact with the business organization and can affect the routine activities of business , it is a collection of all the forces that are close to the firm. They can influence the performance and day to day operations of the company, but for a short term only. Its elements include suppliers, competitors, marketing intermediaries, customers and the firm itself. The study of the micro environment is described as COSMIC analysis. 

Second: Macro (External) Environment

The general environment within the economy that influences the working, performance, decision making and strategy of all business groups ,It is dynamic in nature and keeps on changing. It constitutes those outside forces that are not under the control of the firm but have a powerful impact on the firm’s functioning. It consists of individuals, groups, organizations, agencies and others with which the firm deals during its business. It is studied through PESTLE , STEP Analysis.

Micro environment and macro environment, both cover the overall environment of business. So, they are more complementary rather than contradictory. They could be analyzed through SWOT analysis technique. 

The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers. Three levels of the environment are 3: Micro (internal) environment - small forces within the company that affect its ability to serve its customers. Meso environment – the industry in which a company operates and the industry’s market(s). Macro (national) environment - larger societal forces that affect the micro-environment.

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The macro-environment refers to all forces that are part of the larger society and affect the micro-environment. It includes concepts such as demography, economy, natural forces, technology, politics, and culture.

Factors affecting organization in Macro environment are known as PESTEL, that is: Political, Economical, Social, Technological, Environmental and Legal

The company aspect of micro-environment refers to the internal environment of the company. This includes all departments, such as management, finance, research and development, purchasing, operations and accounting. Each of these departments has an impact on marketing decisions. For example, research and development have input as to the features a product can perform and accounting approves the financial side of marketing plans and budget in customer dissatisfaction. Marketing managers must watch supply availability and other trends dealing with suppliers to ensure that product will be delivered to customers in the time frame required in order to maintain a strong customer relationship

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