environmental forces affect companies ability to serve customers

The company's microenvironment consists of other actors close to the company that combine to form the company's value delivery network or that affect its ability to serve its customers. it includes the company's internal environment -- it several departments and management levels -- as it influences marketing decision-making. Marketing channel firms -- suppliers and marketing intermediaries, including resellers, physical distribution phones, marketing service agencies, and financial intermediaries -- cooperate to create customer value. Five types of customer markets include consumer, business, reseller, government, an international markets. Competitors vie with the company in an effort to serve customers better. Finally, various publics have an actual or potential interest in or impact on the company's ability to meet its objectives.

The macro environment consists of larger societal forces that affect the entire microenvironment. The six forces making of the company's macro environment include demographic, economic, natural, technological, political, and cultural forces. These forces shape opportunities and those threats to the company.