Range and level of environmental factors - Marketing Management

The term ‘environment’ in the context of strategic marketing planning can be used in a variety of ways. Environmental analysis involves analysing three key environments: the external environment (i.e. macro-environment); the customer environment (i.e. micro-environment); the organization’s internal environment (i.e. intra-firm environment). Marketers distinguish between different categories of environmental factors in this way. This distinction is drawn by conceptualizing successive ‘layers’ of the environment. This illustrates examples of key environmental influences for each successive ‘layer’ of the marketing function’s environment. Examples of environmental factors shown at each level are not the only factors, but they represent what are felt to be the key factors pertaining to each level of the environment in turn.

Layers in the environment

Layers in the environment


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