The marketing environment is a combination of factors and forces that influence the ability of a company to establish and maintain mutually beneficial relationships with the target audience of consumers. Marketing environment is internal (microenvironment) and external (macro environment). Internal marketing environment consists of elements that are directly related to the company. The controlled factors of the microenvironment of the company are the company itself and its divisions of various administrative levels, which influence the adoption of marketing decisions. Partially controlled factors of the company's marketing environment are constant suppliers, intermediaries, transport companies, warehouses, banks, consumers, competitors, as well as so-called “contact audiences” - authorities, trade unions, the media, etc.
By providing the company with the necessary material resources for production, suppliers have an impact on the company's marketing activities, changing the prices of goods supplied, delivery schedules, etc. The activity of intermediaries affects the company's ability to organize product sales and gain access to markets, warehouses and transport companies that provide the company make stocks of the goods and deliver them to places of sale, and banks, insurance companies finance transactions and insure the company from all sorts of risks. The relationship of all these elements of the marketing environment with the company are based on mutual benefit, and the participants in these relationships can influence each other's activities. The external marketing environment cannot be controlled, and the firm cannot influence its factors, therefore it is looking for optimal conditions for the factors of the external macroenvironment to help the business.
The external marketing environment is represented by such elements as demography, geographical location, politics, law, scientific, technical and socio-cultural development, etc. Since goods and services are produced for people, demographic data helps the company to properly organize sales in different geographic areas or to organize the release of goods for different age categories of consumers. Economic factors give the company information about the nature of income distribution in certain regions, cultural - about religious interests and cultural values and traditions of certain groups of consumers. Natural, scientific and technical factors contribute to the innovative marketing of the company, and political and legal factors determine business activity at the legislative level, compliance with the necessary conditions for the production and sale of goods and services, as well as guarantee the protection of consumer rights. Thus, being uncontrollable by the company, the external marketing environment has a significant impact on its activities.