Marketing environment refers to the internal and external factors that affect a companys ability to build and maintain successful customer relationships. It is a combination of forces and factors that influence the companys marketing activities. The marketing environment can be divided into two categories: internal and external. The internal environment includes factors that fall within the companys control and impact its marketing operations, such as the organizations strengths, weaknesses, uniqueness, and competencies. The external environment includes factors that are outside the companys control, such as the demographic environment, the political environment, the cultural environment, the natural environment, the technological environment, and the economic environment.

The external environment can be further divided into two categories: micro and macro. The micro-environment includes factors that are closely linked to the business and directly affect its marketing operations, such as customers, suppliers, competitors, and intermediaries. The macro-environment refers to all forces that are part of the larger society and affect the micro-environment, such as demography, economy, natural forces, technology, politics, and culture.

It is important for a company to become proactive when dealing with the marketing environment. By doing so, they can create the kind of environment that they will prosper in and can become more efficient by marketing in areas with the greatest customer potential. It is important to place equal emphasis on both the macro and micro environment and to analyze the marketing environment to better understand it, adapt to the social environment, and change, so as to achieve the purpose of enterprise marketing.