The actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.

1. Microenvironment

The actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.

2. Microenvironment

The larger societal forces that affect the microenvironment-demographic, economic, natural, technological, political, and cultural forces

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