Summary international marketing

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Module- 2
Strategic Planning

Dr. Deepa Kapoor
Amity School of Business

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Factors Influencing Company’s Marketing
Strategy
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, Click MARKETING
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ENVIRONMENT
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 “The factors and forces external to the marketing management
function of the firm that impinge on the marketing management’s
ability to develop and maintain successful transactions with its
customers”
(Kotler 1997.)

 Marketing environment has two aspects to it

 Macro Environment

 Micro Environment


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, Factors Influencing Macro
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Environment
• Political

• Demographic

• Economic

• Social & Cultural

• Technological

• Natural
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