Process of the coordination of inquiries of consumers and organisation possibilities proceeds in a certain environment in which marketing activity is carried out. The marketing environment characterises factors and forces, external in relation to marketing which influence organisation possibilities to establish and support successful cooperation with consumers. These factors and forces are not subject to a direct control from the organisation. Distinguish microexternal and a marketing macroenvironment. The marketing microenvironment switches on in the structure set of subjects and the factors directly influencing possibility of the organisation to serve of the consumers (the organisation, suppliers, marketing intermediaries, clients, competitors, banks, mass media, the governmental organisations, etc.).
When the organisation is considered as the factor of an environment of marketing means, that success of management of marketing depends and on activity of the others (except marketing) organisation divisions, interests and which possibilities should be taken into consideration, and not just marketing services. The marketing macroenvironment is understood as set of large public and natural factors which subjects of a microenvironment of marketing influence all, it switches on in the structure: political, social and economic, legal, scientific and technical, cultural and natural factors. Political factors characterise level of stability of political conditions, protection by the state of interests of businessmen, its relation to various patterns of ownership, etc. Socio-economic factors characterise a population standard of life, purchasing capacity of separate levels of population and the organisations, demographic processes, stability of a financial system, inflationary processes, etc. Legal — characterise legislative system, including standard documents on protection of a surrounding environment, standards in the field of manufacture and production consumption. The acts directed on protection of the rights of consumers here concern; Legislative restrictions on advertising carrying out, on packing; the various standards influencing the characteristics of let out products and materials of which they are made. Scientific and technical — give advantages to those organisations which quickly take on arms of achievement. Cultural — make at times the main impact on marketing. The preferences given by consumers to one product in comparison with other products, can be based only on cultural traditions on which historical and geographical factors make strong impact also. Natural — characterise presence of natural resources and a status of a surrounding environment which both the organisation, and subjects of a microenvironment should consider in the economic and marketing activity as they make direct impact on conditions and possibilities of conducting this activity. How the organisation management concerned such conditions of an environment as, for example, political instability and absence of the worked legal base, change them directly it cannot, and should adapt in the marketing activity to these conditions more likely. However sometimes the organisations adhere to more active, and even the aggressive approach in the aspirations to influence an environment; here the marketing microenvironment first of all means, aspiration to change public opinion about organisation activity to establish warmer mutual relations with suppliers, etc. If the environment is not in sphere of direct management from the organisation management of marketing activity is carried out by influence on parametres of a complex of marketing. Marketing complex — set of operated parametres of marketing activity, manipulating with which the organisation tries to satisfy requirements of the target markets in the best way. In a marketing complex usually switch on following elements: a product, the price, finishing of a product to the consumer, product advancement. Such structurization of a complex of marketing is entered in the concept according to which the marketing complex joins four elements which names in English language begin with letter Р (accordingly produkt, price, promotion). Sometimes in a marketing complex switch on also other elements beginning on the letter d, such expansion of concept «a marketing complex» it is vulnerable for criticism. First, the principle of formation of a complex of marketing can be broken, and additional elements cease to be tools of management of marketing activity, for example, when the structure of a complex of marketing joins concept and thus consumers are meant. Secondly, these additional elements are a part of one their four «Р» («package» — packing is a part of "product" — and why then other components of concept "product" do not join? — Because they do not begin on letter Р?). Thirdly, the broad treatment of concept «a marketing complex» can assume inclusion in its structure, instead of is concrete-marketing components, for example «personal» — the personnel or «purchase» — purchase). Anyhow, but in given article the concept «4Р» develops. The co-ordinated actions for realisation of separate elements of a complex of marketing, proceeding from problems of achievement of the purposes of marketing activity, join in structure of the plan of marketing ( the corresponding section see more low).
