Marketing Decisions Factors

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Marketing Decisions Factors

Internal Environment Factors in Marketing Decisions Making: 

·         This refers to factors existing within a marketing firm. 

·         They are also called controllable factors, because the company has control over these factors. 

·         Each department in an organization can affect marketing. 

·         Internal factors have a direct bearing on marketing efficiency and are important for product introduction

That includes

Company Image & Brand Equity,

 Finance & Accounting,

 Manufacturing,

 Purchasing,

 Research & Development,

Top management

A good image can help a company sell a product whereas a bad image can cause consumers to leave. 

·         This impacts the ability to raise finances, form joint ventures and when launching new products to the public. 

·         It can also impact entering purchase or sales contracts 


External Environment Factors in Marketing Decisions Making: 

External factors are beyond the control of a firm, its success depends to a large extent on its adaptability to the environment 6 Micro Environment: The environmental factors that are in its proximity The factors influence the company’s non-capacity to produce and serve the market Macro Environment: These act external to the company and are uncontrollable These factors do not affect their marketing ability directly but they influence marketing decisions indirectly.


The external marketing environment consists of:

Micro-Environment

Macro-Environment

The environmental factors that are in its proximity.



The factors influence the company's non-capacity to produce and serve the market.                                                                                                                                                



These act external to the company and uncontrollable.

These factors do not affect their marketing ability directly but they influence the marketing decisions indirectly.



These act external to the company and uncontrollable.

These factors do not affect their marketing ability directly but they influence the marketing decisions indirectly.
Micro-Environment: 

  • Customers,
  • Market Intermediaries, 
  • Suppliers 


Macro-Environment: 

  • Demographic Forces, 
  • Economic Factors, 
  • Political & Legal Forces,
  • Physical Factors, 
  • Social & Cultural Forces, 

Technological Factors

External Environment Factors: Micro Environment

The Customers May be Classified as: 

  • Ultimate Customers, 
  • Industrial Customers, 
  • Re-sellers, 
  • Government and Other Non-profit Customers, 
  • International Customers, 
  • Competitors, 
  • Public


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