What do you understand by the term marketing environment? Describe how a company may control and/or adapt to its marketing environment so as to develop an efficient strategy. Give suitable examples.

No organisation operates in a vacuum. All businesses are surrounded by laws, pressure groups, customers and competitors. These are part of the marketing environment that the organisation works within. Dealing with this environment is a major part of the marketer's work since marketing is an interface between the organisation and the outside world, meaning that the marketing policy of any firm should be viewed as operating within a rapidly changing environment. If a company is …

…to develop an efficient strategy in making itself profitable. No company has a perfect balance between all these factors though a few are quite close and so have made themselves popular. When a company has gained this positive form of popularity, it is destined to be profitable, making it reach its primary aim: to be profitable. Bibliography: * The Essentials of Marketing - Jim Blythe * Fundamentals of Marketing - W. G. Leader & N. Krystis