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Meaning of the marketing environment:
Marketing activities of a business firm are affected by a large number of environment factors that surrounds the company. These factors or forces influence the decision making capability of the enterprise. The factors or forces are collectively called marketing environment. It comprises all those forces which have an impact on market and the marketing efforts on the enterprise. A marketing system, of a company thus, must have to operate within the market or frame work of the environment forces. According to the Philip Kotler "marketing environment refers to the external factors and forces that affect the company's ability to develop and to maintain successful and relationship with the target customers. For example, the relevant environment for a car tyre manufacturer and buyers, the tyre manufacturing technology, the tax structure, import export regulators, the distributers, dealers, competitors etc. in addition to these, the company has to consider its own manufacturing capabilities in terms of the production capacity, technology used, finance, sales force etc. in addition to these, the company has to consider its own manufacturing capabilities in terms of the production capacity, technology used finance, sales force etc.
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