The
Definition Of

Microenvironment

The marketing environment consists of a microenvironment and a macroenvironment.

The microenvironment consists of the actors close to the company that affect its ability to serve its customers - the company suppliers, marketing intermediates, customer markets, competitors, and publics.

Share it:

More from this Section

  • Style
    Style is a basic and distinctive mode of expression. For example, styles appear in homes (colonial, ranch, transitional), clothing (formal, casual), and...
  • Specialty products
    Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing...
  • Test marketing
    Test marketing is the stage of new-product development at which the product and its proposed marketing program are introduced into realistic market settings.
  • Marketing myopia
    Marketing myopia refers to the mistake of paying more attention to the specific products a company offers than to the benefits
  • Markup chain
    Markup chain is the sequence of markups used by firms at each level in a channel.
  • Customer-centered company
    Customer-centered company refers to a company that focuses more on customer developments in designing its marketing strategies...
  • Wholesale merchants
    Wholesale merchants– sell primarily to retailers and provides a full range of services. General merchandise wholesalers carry several merchandise lines...