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| The actors and forces outside marketing that affect marketing management ability to build and maintain successful relationships with target customers |
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| The actors close the the company that affect its ability to serve its customers-the company, suppliers, marketing intermediaries, customer markets, competitors, and publics |
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| The larger societal forces that affect the microenvironment- demographic, economic, natural, technological, political and cultural forces |
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| Firms that help the company to promote, sell, and distribute its goods to final buyers. |
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| Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives |
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| The study of human populations in terms of size, density location, age, gender, race, occupation, and other statistics |
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| The 78million people born during the baby boom following World War II and lasting until 1964 |
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| The 45million people born between 1965 and 1976 in the "birth dearth" following the baby boom |
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| Millennials (or Generation Y) |
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| The 83 million children of the baby boomers, born between 1977 and 2000 |
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| Factors that affect consumer buying power and spending patterns |
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| Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises |
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| Natural resources that are needed as inputs by marketers or that are affected by marketing activities |
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| Technological Environment |
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| Forces that create new technologies, creating new product and market opportunities |
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| Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society |
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| Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors |
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