Professional Documents
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The microenvironment
The microenvironment consists of the actors
close to the company that affect its ability to
serve its customers, such as: the company itself
and its subdivisions and suppliers that provide
the resources the firm needs to produce its
products.
But also of marketing intermediaries, which
are firms that help the company to promote, sell
and distribute its goods to final
buyers. Resellers are distribution channel
firms. Physical distribution firms help the
company stock goods, while marketing service
agencies are marketing research firms. Financial
intermediaries include banks and credit
companies.
Other factors are competitors that operate in the
same markets as the firm and the public: any
group that has an actual or potential interest in
or impact on an organisations ability to achieve
its objectives. These can be financial publics,
media publics, government publics, local publics,
general public and internal publics.
The macroenvironment
The macroenvironment consists of the larger
societal forces that affect the microenvironment
and consists of multiple
factors. Demography: the study of human
populations in terms of size, density, location,
age, gender, face, occupational and other
statistics. Changes in demographics result in
changes in markets. There are some important
demographic trends in todays world, such as the
world population growth and the changing age
structure of the world population, where some
parts of the world are aging and others have
younger populations.
In the developed world, there are often
generational differences to be found. Baby
boomers are the 78 million people born during
the years following the Second World War and
lasting until 1964. Generation X are the 45
million people born between 1965 and 1976 in
the birth death following the baby
boom. Generation Y or the Millennials are the
83 million children of the baby boomers born
between 1977 and 2000. They are characterized
by a high comfort in technology.
intervention. Environmental
sustainability involves developing strategies
and practices that create a world economy that
the planet can support indefinitely.
image.
income levels.