Five Components of an Organization's External Environment. A successful marketing campaign increases a companyâs profits and helps it reach its strategic goals. To do this, a company and its marketers must understand both their micro-environment and their macro-environment. So marketers and business management pay close attention to the political forces to judge how government actions which will affect their company. And this only proves that marketing works. Because if it didnât, people wouldnât buy. PESTLE Analysis tool is widely used in the business community to â¦ For a company to have a customer-driven market strategy, they must use the following steps: 1. Marketing informs the design of the product to ensure it meets customer needs and provides value proportional to what it costs. It comprises all those forces which have an impact on market and marketing efforts of the enterprise. The Dynamic Environment. Customer preferences and attitudes keep â¦ also affect a companyâs marketing strategy . Yes, there are many factors that influence the purchasing decision of a consumer, but marketing has its role. There are many strategic analysis tools (PEST, SWOT, Porterâs 5 Forces) to assess these macro environmental factors. Though business owners can profoundly shape the internal environment of their companies, the external environment is a different matter. Marketing is also responsible for the entire environment in which this exchange of value takes place. The problem is: most marketers get it wrong. Marketers must pay close attention to major trends and consumer spending patterns both across and within their world markets. These factors or forces influencing marketing decision-making are collectively called marketing environment. Strategy managers must understand the composition of the companyâs customers. Marketers must learn what their customers want, and then be able to provide a product or service that would be valuable to the customer. However, there are challenges to marketing because the business environment is constantly changing. Marketers should pay attention to income distribution as well as income levels. Cultural Environment Cultural factors in heritage, living styles, religion, etc. Depending on your product, you should pay attention to the government legislation, actions, public policies or acts. Managers should pay close attention to the customersâ dimension of the task environment because its customers purchase that keeps a company alive and sound. Marketers must assess macro factors for developing sound marketing strategy. ADVERTISEMENTS: Marketing activities are influenced by several factors inside and outside a business firm. Donât focus only on the local policies, but keep an eye on the regional, national, and international ones as well. To avoid being â¦ 3 Things Your Business Must Do to Remain Competitive ... and ever-evolving to allow changes in its environment. Marketing identifies customers, their needs, and how much value they place on getting those needs addressed. The fourth biggest trend chosen by marketers is another technology, with 33.2% of respondents saying that machine learning is going to be worth paying attention to over the next 12 to 18 months. Marketing Environment can be defined as the various internal and external factors that surround the business on a day to day basis and influence the marketing strategies and other operations of the firm. They can affect a lot the marketing strategy of a company or a business. purchasing power and spending patterns. ... People are often willing to pay â¦ Changing economic conditions can have a big impact on even the most successful companies. Some things just aren't in our control. The Definition of Marketing Environment. And the worst part: Marketing has become even more competitive today.