Analyzing The Marketing Environment

a. The Micro-environment 

• Micro-environment: The actors close to the company that affect its ability to serve its customers.
• actors in the microenvironment:
  

b. The Macro-environment 

• Macro-environment: The larger societal forces that affect the micro-environment, consists of demographic, economic, natural, technology, politic, and cultural forces.
• demographic environment:
• the changing age structure of the population. ( the baby boomers, generation X, generation Y, generation Z)
• geographic shifts in population.
• a better -educated, more white-collar, more professional population.
• increasing diversity.
• economic environment:
• the changes in consumer spending.
• income distribution.
• technological environment:
• political and social environment:
• legislation regulationg business.
• increased emphasis on ethics and socially responsible actions.
• cultural environment:
• the presistance of cultural values.
• shifts in secondary cultural values.(people's views of themselves, others, organizations, society, nature, and the universe)

c. Responding to The Marketing Environment