Marketing environment scanning is a continuing process of gathering information regarding the company’s internal and external environment, analyzing it, forecasting its trend and impact on the operations and performance of the company. Global marketing Environment is complex term to explain because it is covering all the issues of world that are continuously changing. Governments and politics play a large role in international business. To understand the trends and events in the market and successfully analysing the data to produce a product of customers need. A company’s marketing environment consists of all the factors and forces outside marketing that affect management’s ability to develop and maintain successful transactions with its target customers – Kotler and Armstrong. Definition: Environmental Analysis is described as the process which examines all the components, internal or external, that has an influence on the performance of the organization.The internal components indicate the strengths and weakness of the business entity whereas the external components represent the opportunities and threats outside the organization. It is essential for a business to scan and study their marketing environment by constantly monitoring the marketing environment. The market environment or business environment is a marketing term and refers to factors and forces that affect a firm's ability to build and maintain successful customer relationships.The business environment has been defined as "the totality of physical and social factors that are taken directly into consideration in the decision-making behaviour of individuals in the organisation." This environment regulates organizational activities in such a way that it becomes favorable for the entrepreneurs to identify the … companies should investigate before taking their business to a particular country. The analysis of the global environment of a company is called global environmental analysis.This analysis is part of a company's analysis-system, which also comprises various other analyses, like the industry analysis, the market analysis and the analyses of companies, clients and competitors.This system can be divided into a macro and micro level. What Is an Environmental Analysis for a Business?. Because culture makes up the total composition of one’s beliefs, values, and language for living it is worthy to study of marketing, especially international marketing. To explain the true present picture of the Environment it's necessary to go through the most up-to-date literature and study the current changes. Typically, marketing managers oversee all activities within a company’s marketing, advertising, and promotional department, locally and abroad. The Definition of Marketing Environment. GLOBAL MARKETING:International Trade System, Economic Environment E-MARKETING:Internet Marketing, Electronic Commerce, Basic-Forms MARKETING AND SOCIETY:Social Criticisms of Marketing, Marketing Ethics International marketing plans must identify the benefits and risks involved with international expansion, and detail the options for entry into the foreign market. International marketing campaigns are generally led by a marketing manager with the knowledge and training necessary to manage and effectively direct a comprehensive global campaign. 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