What is the meaning of enviromental approach of marketing ?

The most usual meaning of this term refers to an approach in
which firms' marketing strategy is driven by environmental factors. This does not refer to
environmentalism but rather to the "environment" both within the firm and in the market in which
the firm is trying to sell its product.

When marketing its products,
a firm must consider its external environment. It must, for example, consider the culture of the
marrket in which it is selling. This might mean that an ad campaign in the United States can make
much more use of sexual imagery than an ad campaign in a more culturally conservative
market.

A firm must also consider its internal environment. This can
include such things as the overall financial health of the company. A company with greater cash
flow, for example, can choose more expensive kinds of
marketing.

Overall, then, an environmental approach to marketing is
one that takes into account a firm's internal and external environment.