It includes the different departments like finance, accounting, R&D, purchasing and top management.

They provide the resources needed by the company to produce its goods and services.

Help the company promote, sell and distribute its products to final buyers.

A company must provide greater customer value and satisfaction than its competitors do

Financial publics Media publics Government publics Citizen-action publics Local publics General publics Internal publics

Customers are the most important actors in the company's microenvironment

Study of human populations in terms of size, density, location, age, gender, race, occupation and other statistics

Consists of economic factors that affect consumer purchasing power and spending patterns

The natural environment involves the physial environment and the natural resources that are needeed as inputs by marketers

Creating new markets and opportunities

Government develop public policy to guide commerce

Consists of institutions and other forces that affect a society's basic values, perceptions, preferences and behaviors