So now you know that most of the companies focus on their customers and always try to meet the needs of them and provide benefits. but there are factors which constraint a company doing anything for a customer. sometimes those are internal (controllable). and also external (uncontrollable). therefore a companies marketing environment is molded considering those internal and external factors also.
by definition it is said that, marketing environment of a company is,
"controllable and uncontrollable elements that influence the strategic direction of the company."
such uncontrollable elements can be found in macro environment. that is explained using PEST analysis.
controllable elements that are close to the company and the has some control put by the company, are available in micro environment. stakeholder analysis is done in the context of internal factors.
PEST analysis.
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