Influence of Marketing Environment on Marketing Decisions

We have discussed marketers have to take several and important decisions to be able to bring right-product for the right people at the right price at the right time with right services .All this is happening in an environment. In other words, marketers’ decisions can be good and profitable only if they are in consonance with the environment. Marketers must understand the environment.

MARKETING ENVIRONMENT
Environment is a broad spectrum or sets of conditioned which prevail at a given time. For
environmentalists, it is air, oxygen, dust, smoke etc .in atmosphere. But in marketing, we mean two things.We have studied it previously.

• The task environment
• The broad environment

Task environment involves immediate actors, such as suppliers, distributors, dealers and consumers etc,involved in production, distribution and promotion.

Broad environment consists of; demographic, natural, economic, technological, political-legal and sociocultural environment.

We will go into details of task environment later in our study. At this point we will look into broad environment and establish a link between these conditions and marketing decisions.