The external business environment comprises are set of factors that make up a complex,
heterogeneous structure, consisting of a network of exogenous variables matched by the own
resources of the company – endogenous variables. The marketing environment consists of two
main components: the micro-environment and the macro-environment (Balaure 2003:75).
The micro-environment of the organization is comprised from those components that are in direct
relationship with the company, of mutual inter-dependency, permanent and high intensity, issued
from the need of achieving present or future objectives. These components are: merchandise
suppliers, services providers, labour force providers, competitors, public organizations