Micro Environment: It includes internal factors that influence the marketing system of the organization. Factors are somehow under the control of the marketers.
Micro environment is the environment that is in the proximity of the enterprises. It includes factors like organization’s internal environment:
Internal Environment of the Organization: Finance, sales and production, HR etc., play an important role in marketing.
Suppliers: Any individual or organization that provides raw material or input to the organization.
Intermediaries: A product may not be sold by the producer directly to the consumer. It may involve a mediator/intermediary.
Competitors: People or organizations that pose competition in the market affecting the sales.
Customers: one who buys the product.
Macro Environment
It constitutes the external environment of the organization. External factors are uncontrollable i.e., marketers have no control over these factors and so the companies have to monitor them and be ready to face the changes in the macro environment.
Macro Environment: it is the external environment that affects all the organizations in the market. It includes factors like.
Physical Environment: It includes climatic conditions, landscapes, renewable and non-renewable resources.
Technical Environment: The pace of technological improvement is so fast that it gives a lot of opportunities for innovation of a product or service.
Political-legal Environment: Government laws and regulations affect the marketing decisions of any enterprise.
Demographic Environment: Marketers have to keep in mind the size of the population, age, gender, birthrate, death rate etc. in the country before taking marketing decisions.
Socio-culture Environment: Core cultural values of the country are the major factors that affect the marketing.
Economic Environment: Country’s per capita income and Gross National Product affect the economic condition which as a result affect the market conditions,
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