1. Responding to the market Environment
   1. Uncontrollable
      1. React and adapt to forces in the environment
   2. Pro-Active
      1. Take aggressive actions to affect forces in the environment
   3. Reactive
      1. Watch and react to forces in the environment
2. Macro-Environment
   1. Demographic
      1. Populations, size, density, location, age, gender, race, occupation, changing age and family structures, geographic population shifts, educational characteristics, and population diversity.
         1. International, National, Ethnicity, Gay and lesbian, Disabled
            1. Baby Boomers – born 1946 to 1964
            2. Generation X – born between 1965 and 1976
            3. Millennials – born between 1977 and 2000
            4. Generation Z – born after 2000
   2. Economic
      1. Offer value marketing which involves offering financially cautious buyers’ greater value—the right combination of quality and service at a fair price. With regards in mind a proper fair income distribution should be taking place in the company.
   3. Natural
      1. Developing strategies that support environmental sustainability because of growing shortages of raw materials & Increased pollution. (Green Movement)
   4. Technological
      1. Factor of change in any marketplace where it opens endless opportunities for advancement with new products & ensuring safety.
   5. Political
      1. Covering all CSR components in all activities by ensuring the business is following regulations and right practices to avoid prosecution or putting their brand at risk.
   6. Cultural
      1. Cultural, (social responsible) forces that affect a society’s basic values, perceptions, and behaviors.
         1. Core Beliefs and Values
            1. Persistent and are passed on, reinforced by surroundings.
         2. Secondary beliefs and Values
            1. Open to change and personal view
3. Micro-Environment
   1. Company
      1. Everyone in the company needs to concentrate on all marketing activities. Marketers must work in harmony to create customer value and relationships
   2. Suppliers
      1. Creating value for customers, Marketers must partner with other firms in the company's value delivery work
   3. Marketing Intermediaries
      1. Marketing intermediaries, promote, sell, and distribute goods to final buyer.
         1. Resellers – RADIOSHACK, COMPUME, TRADELINE
         2. Physical distribution firms (warehouse markets) – CARREFOUR, SPINNEYS
         3. Marketing services agencies- MARKETING AGENCIES
         4. Financial intermediaries- BANKS
   4. Competitors
      1. Know all about your competitors offerings and gain strategic advantage against competitor offerings in the minds of consumers.
   5. Public
      1. Potential interest in or impact on an organization’s ability to achieve its objectives: media agencies, tv programs.
   6. Customers
      1. Customers, aim of the entire value delivery system is to serve target customers and create strong relationships with them.
         1. Consumer Markets
         2. Business Markets
         3. Reseller markets
         4. Government Markets
         5. International markets