External & Internal Marketing Enviroment

3. The environmental factors that are affecting
marketing function can be classified into:
1) Internal environment and
2) External environment

4. Internal Environment of
Marketing
Factors existing within a marketing firm. Also
called as controllable factors, because the
company has control over these factors:
Top Management
Finance and Accounting
Research and Development
Manufacturing
Purchasing
Company Image and Brand Equity

5. External Environment of
Marketing
External factors are beyond the control of a
firm its success depends to a large extent on
its adaptability to the environment.
The external marketing environment consists
of:
a)Macro environment
b) Micro environment