Marketing is essential and external purpose function of an organisation. The firm’s environment define its threats and opportunities because, organisation is a sub-system of a broader supra-system. Is system is a set of objects , parts , elements, component that are interrelated and interacting with one another. System consists of input- processes- outputs and feedback. By its very nature and system is goal oriented and does not exist in isolation.The environment is complex and undergoing continuous and sometimes cataclysmic change.