Analyzing the Marketing Environment
The marketing environment includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with customers
Microenvironment consists of the actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics
The Company’s Microenvironment
Actors in the Microenvironment
Top management
Finance
R&D
Purchasing
Operations
Accounting