Marketing – 10/15/2008

Today’s class covered a company’s environment — specifically, the microenvironment and the macroenvironment.  The microenvironment is everything that the company can directly control and is made up of:

1. The Company
2. Suppliers
3. Marketing Intermediaries
4. Customers
5. Competitors
6. Publics

The macroenvironment, on the other hand, is the environment outside of the company and thus, the company has no control over it:

1. Demographic forces
2. Economic forces (bailout, anyone?)
3. Natural forces (Katrina, anyone?)
4. Technological forces
5. Political forces
6. Cultural forces

Homework:

• Chapter 3 Company Case