Definition
          
             “The  actors  and  forces  outside  marketing 
             that  affect  marketing  mgt’s  ability  to  build 
             and maintain successful relationships with 
             target customers” – Kotler
                   Today's  markets  change  rapidly  and 
             marketers need to adopt their strategies and 
             to meet new challenges and opportunities
    The Environmental forces
                          Marketing Environment 
                                 -Macro-
                 Technological                 Legal
                    factors                   factors
                          Marketing Environment 
               E                 -Micro-                  E
               L    Consumer       The                    L
               T
               S                 Internal                 T
               E               Environme      Supplier    S
               P                   nt                     E
                                                          P
                                COMPANY
            Political                               Economic
             factors                                  factors
                                Stakeholder
                    Environmental        Socio- Cultural
                       factors               factors
                            The Marketing 
                            Environment
     Micro 
     Environment
     The actors close to the company that affect 
      its ability to serve its customers
       Macro 
       Environment
      The larger societal forces that affect the 
       micro environment
     Exercise :Internal Environment
     
       Men
     
       Money
     
       Material
     
       Machinery
     
       Markets
     (Analyzing in the context of Sri Lankan 
       Airlines)
        Micro Environment- Key 
        Stakeholders
                                Suppliers
                    Pressure               Competitor
                     groups                   s
                               Compan
                                  y
                Employees                     Customers
                 & Unions
                          Share        Channel 
                         holders &     Partners
                         creditors        
                                     (Intermediaries)