Actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers.
Includes all the actors close to the company that affect, positively or negatively, its ability to create value for and relationships with its customers. Actors: Company, suppliers, intermediaries, customers, competitors, publics
Consists of the larger societal forces that affect the microenvironment--demographic, economic, natural, technological, political, and cultural forces.
Firms that help the company promote, sell, and distribute goods to customers. Includes resellers, physical distribution firms, marketing services agencies, financial intermediaries.
Any group that has an actual or potential interest or impact on an organization's ability to achieve its objectives. Includes: financial, media, government, citizen action, local, internal publics.
The study of human populations in terms of size, density, location, age, gender, race, occupation, and other stats. Demographics make up the markets companies target.