Introducción A La Mercadotecnia Internacional

The Marketing Environment
The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the'micro-environment' and the 'internal environment'.

The micro-environment
This environment influences the organization directly. It includes suppliers that deal directly or indirectly,consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces thatcontrol this relationship. It is a more local relationship, and the firm may exercise a degree of influence
The macro-environment
This includes all factors that can influence and organization,but that are out of their direct control. A company does not generally influence any laws (although it is accepted that they could lobby or be part of a trade organization). It is continuouslychanging, and the company needs to be flexible to adapt. There may be aggressive competition and rivalry in a market. Globalization means that there is always the threat of substitute products and newentrants. The wider environment is also ever changing, and the marketer needs to compensate for changes in culture, politics, economics and technology

The Internal Environment.
All factors thatare internal to the organization are known as the 'internal environment'. They are generally audited by applying the 'Five Ms' which are Men, Money, Machinery, Materials and Markets. The internalenvironment is as important for managing change as the external. As marketers we call the process of managing internal change “internal Marketing”.
Essentially we use marketing approaches to aidcommunication and change management.
The external environment can be audited in more detail using other approaches such as SWOT Analysis, Michael Porter's Five Forces Analysis or PEST Analysis.