The microenvironment of an organization includes: External environment of the company. External macro environment of the enterprise

Represents the study of the marketing environment. The marketing environment constantly presents surprises - either new threats or new opportunities. It is vital for every company to constantly monitor ongoing changes and adapt to them in a timely manner. The marketing environment is a set of active entities and forces operating outside the boundaries of the company and influencing its ability to successfully cooperate with target customers. In other words, the marketing environment characterizes the factors and forces that influence an enterprise's ability to establish and maintain successful cooperation with consumers. These factors and forces are not all and are not always subject to direct control by the enterprise. In this regard, a distinction is made between external and internal marketing environments.

Marketing Environment- everything that surrounds, everything that affects its activities and the enterprise itself.

Marketing environment of the company- a set of entities and forces operating outside the enterprise and influencing the enterprise's ability to establish and maintain successful mutually beneficial cooperative relationships with target customers.

The marketing environment is based on: internal And external Wednesday.

External environment

The external marketing environment of a company consists of a microenvironment and a macroenvironment It includes all objects, factors and phenomena that are located outside the enterprise, which have a direct impact on its activities. IN microenvironment firm includes the firm's relationships with suppliers, intermediaries, customers and competitors. Macro environment The company is represented by factors that are more common to most companies, mainly of a social nature. These include factors of demographic, economic, natural, political, technical and cultural nature.

Internal environment

Internal The environment characterizes the potential of the enterprise, its production and marketing capabilities.

The essence of enterprise marketing management is to adapt the company to changes in external conditions, taking into account existing internal capabilities.

The internal marketing environment includes those elements and characteristics that are located within the enterprise itself:

• Fixed assets of the enterprise
• Composition and qualifications of personnel
• Financial opportunities
• Management skills and competencies
• Use of technology
• Enterprise image
• Experience of the enterprise in the market

One of the most important parts of the internal environment is the characteristics of marketing capabilities. They depend on the presence of a special marketing service of the enterprise, as well as the experience and qualifications of its employees.

Structure of marketing environment analysis

To simplify the consideration of the external environment of an enterprise, it should be distinguished into macro-external and micro-external (Fig. 5.1).

The micro-external environment (direct impact environment) of marketing includes a set of subjects and factors that directly affect the organization’s ability to serve its consumers (the organization itself, suppliers, marketing intermediaries, clients, competitors, banks, the media, government organizations, etc.). The micro-external environment is also directly influenced by the organization.

Rice. 1 Enterprise marketing environment

When the organization itself is considered as a factor in the external marketing environment, it is meant that the success of marketing management also depends on the activities of other (except marketing) divisions of the organization, the interests and capabilities of which should be taken into account, and not just marketing services.

The macro-external environment (the environment of indirect influence) of marketing is a set of large social and natural factors that affect all subjects of the micro-external environment of marketing, but not in an immediate, direct way, including: political, socio-economic, legal, scientific, technical, cultural and natural factors.

Political factors characterize the level of stability of the political situation, the state’s protection of the interests of entrepreneurs, its attitude towards various forms of ownership, etc.

Socio-economic characterize the standard of living of the population, the purchasing power of individual segments of the population and organizations, demographic processes, stability of the financial system, inflationary processes, etc.

Legal— characterize the legislative system, including regulatory documents on the protection of the natural environment, standards in the field of production and consumption of products. This also includes legislation aimed at protecting consumer rights; legislative restrictions on advertising and packaging; various standards affecting the characteristics of manufactured products and the materials from which they are made.

Scientific and technical- provide advantages to those organizations that quickly adopt the achievements of scientific and technical progress.

Cultural- sometimes have a major influence on marketing. Consumer preferences for one product over other products can only be based on cultural traditions, which are also influenced by historical and geographical factors.

Natural— characterize the presence and state of the natural environment, which both the organization itself and the subjects of the micro-external environment must take into account in their economic and marketing activities, since they have a direct impact on the conditions and possibilities for conducting this activity.

Even if the organization’s management does not like such environmental conditions as, for example, political instability and the lack of a well-developed legal framework, it cannot change them directly, but rather must adapt to these conditions in its marketing activities. However, sometimes organizations take a more active and even aggressive approach in their efforts to influence the external environment; here, first of all, we mean the micro-external marketing environment, the desire to change public opinion about the organization’s activities, establish warmer relationships with suppliers, etc.

Microenvironment of the company

The microenvironment of the company is represented by:

• Suppliers
• Marketing intermediaries
• Clientele
• Competitors
• Contact audience

• External microenvironment - economic entities with which the enterprise has direct contacts in the course of its activities (consumers, suppliers, competitors: direct, potential)
• Direct competitors- enterprises offering similar goods and services in the same markets.
• Production of substitute goods- enterprises that produce goods that satisfy the same need.
• Potential competitors— enterprises that can enter the manufacturer’s target market.
• Contact audiences— authorities and management (federal, regional, etc., media workers, public parties and movements, trade unions, representatives of financial circles).

The external environment of marketing is part of the external environment of the organization as a whole or its external environment, discussed in courses on and characterizing management problems at the organizational level.

Suppliers— subjects of the marketing environment, whose function is to provide partner firms and other companies with the necessary material resources. In the context of a network approach to the process of interaction between subjects of the marketing system, it is advisable to study the capabilities of various suppliers in order to select the most reliable and economical supplier in terms of capital and current costs of the company. A comprehensive study of the “supplier - company - consumer” chain is a necessary condition for economic assessment when justifying the choice of supplier.

Competitors- firms or individuals competing,
i.e., acting as a competitor in relation to other business structures or entrepreneurs at all stages of organizing and carrying out business activities. Competitors, through their actions in the market, when choosing suppliers, intermediaries, and consumer audiences, can influence the results of the activities of a rival enterprise, its position and advantages in competition.

Knowing the strengths and weaknesses of competitors, a company can evaluate and constantly strengthen its production and marketing potential, goals, current and future business strategy.

Intermediaries- firms or individuals who help manufacturing enterprises promote, deliver to consumers and sell their products. There are trade, logistics, marketing and financial intermediaries. Resellers include wholesalers and retailers. Logistics intermediaries provide services in the system of warehousing, transportation of goods and flow. Marketing intermediaries provide assistance in the system of interaction of the company with all subjects of the marketing system in the field of organizing marketing research and optimizing demand for goods and services. Financial intermediaries provide banking, credit, insurance and other financial services.

Consumers- firms, individual individuals or their potential groups that are ready to purchase goods or services on the market and have the rights to choose a product, a seller, and present their conditions in the purchase and sale process. The consumer is the king of the market, so the marketer’s task is to constantly study consumer behavior, his needs, analyze the reasons for deviations in his attitude towards the company’s product and timely develop measures to adjust the company’s activities in order to maintain effective communications with the consumer.

Macro environment of the company

The macro-environment of marketing is formed by the factors in which the enterprise operates.

Main factors of the macroenvironment:

• Demographic conditions(population size, rate of change, distribution by region of the country, gender and age structure, mortality and birth rates).

• Socio-economic conditions(rate of economic development, size and dynamics of income)
• Socio-cultural conditions(traditions, religion, customs, habits, language, level of development of education and culture of the country)
• Research inventions and discoveries, the possibility of creating new, more advanced products, updating manufactured products)
• Natural and climatic conditions(climate, location of the enterprise. Recently, they have begun to be classified as commercial factors)
• Political and legal conditions.

Tax legislation, methods of regulating foreign trade activities, and regulatory documents regulating certain marketing issues (consumer rights, advertising law, trademark law) are of greatest importance.

The marketing system operates in a specific environment, which is characterized by constantly changing factors
(Table 1).

Table 1 Characteristics of external environmental factors of the marketing system

Controllable and uncontrollable factors

Controllable factors include those controlled by the organization and its marketing employees.

• area of ​​activity (general categories of goods/services, functions, territorial boundaries of activity, etc.);
• general goals (any objectives set by management, the degree of completion of which can be measured quantitatively);
• the role of marketing (establishing its functions and integrating it into the overall activities of the organization);
• the role of other business functions and their relationship with marketing;
• corporate culture (a unified system of values, norms and rules of activity, which includes temporary concepts, flexibility of the work environment, formal and informal relationships, etc.).

Once senior management sets its goals, the marketing function begins to develop its own system of controllable factors. The main elements that the marketing department manages are:

• selecting the target market (size, characteristics, etc.);
• marketing goals that are more consumer-oriented (company image, sales, distinctive advantages, etc.);
• organization and control of marketing (types, types, etc.);
• marketing structure (any combination of its elements to achieve set goals and satisfy the target market).

Together, these factors form a general marketing strategy (Fig. 2).

Rice. 2 The environment within which marketing operates

Communication between the organization and the market

Major uncontrollable factors impact the success of an organization and its offerings (were previously discussed in detail).

Organizational assumptions and the influence of the uncontrolled environment interact to determine the degree of success (failure) in achieving goals.

Feedback occurs when an organization tries to monitor uncontrollable factors and evaluate its strengths and weaknesses according to STEP and SWOT analyses. Adaptation is the marketing plan changes that an organization makes to adapt to its external environment.

Direct contact of any organization (commercial / non-profit) gives rise to direct and reverse (communicative) connections. The organization sends its goods and information about them (price, terms of sale, etc.) to the market. The market returns money to the organization for goods sold and provides information about how its product is received (consumers’ attitude to quality, price, etc.). The organization communicates with the market through all marketing means (Fig. 3).

Rice. 3 Marketing communication system

As the market develops, marketing itself will develop as a system of activity of any organization focused on market requirements. And this, in turn, will necessitate a clearer coordination of the internal and external environments.

Each company operates in special, specific conditions for it, while solving a wide variety of problems. That is why the enterprise marketing system changes depending on where it needs to be applied.

And marketing specialists must take into account regional characteristics when taking into account potential resources and consumer requirements in the market environment. The market (or marketing) environment is usually understood as the entire set of factors, forces, and resources that have a direct impact on the activities of the company.

All factors that influence the activities of any enterprise are usually divided into two large groups: internal and external. The first include elements created by the organization itself, which are dependent on the decisions and actions of management. The second group is quite difficult, but can be controlled (with proper organization of management activities). The combination of external and internal factors is called the marketing microenvironment.

There is also a group of forces and factors independent of the efforts of the management of a particular enterprise. This totality is called the “macroenvironment,” which represents global and uncontrollable factors that have an effect on a national scale. Unlike the microenvironment, elements of this category influence the company's activities in unpredictable ways. Making forecasts requires in-depth system analysis and study. The company's macro-environment includes socio-economic factors, demographic, natural, technical, political, cultural and others.

Main factors of the macroenvironment

Any organization has suppliers, customers, intermediaries, competitors, but they all operate within the framework of forces that can introduce both new opportunities and threats. The macroenvironment is characterized by demographic, economic, natural, scientific, technical, political and cultural environments. Let's take a closer look at each of them:

Demographic. It is of particular interest to marketers, because the consumers of any product or service are people. The main trends in demography include the aging of the population, a decrease in the birth rate, an increase in mortality, demographic “explosions” and others.

Economic. The level of income of the population, the availability of borrowed funds, and prices have a direct impact on purchasing power, which is undoubtedly of great importance for any company.

Natural. Manufacturers offer products in accordance with changes in nature. Thus, the following features have a huge impact on supply: shortages of certain raw materials, increasing energy costs, environmental pollution, and others.

Scientific and technical. This category carries both great benefits (medicines, the ability to carry out complex medical operations, automation of production) and danger (nuclear weapons). Any invention has long-term consequences, the results of which are not always foreseeable. Companies must keep abreast of the latest scientific and technological developments.

Political. This is a set of regulatory documents, government agencies, and public groups that can limit freedom of action in the public environment.

Cultural. Being in society, a person accepts norms of behavior, values ​​and certain views that are important to take into account.

Conclusion

The macroenvironment and microenvironment are closely interconnected. Any enterprise cannot exist outside of society, therefore, in the process of carrying out activities, it is important to take into account the influence of not only internal factors (competitors, clients, suppliers), but also global ones (demographic, political situation in the country, level of scientific and technical progress and many others).

The firm and its suppliers, marketing intermediaries, clients, competitors and contact audiences operate within a larger macro-environment of forces that either open up new opportunities or threaten the firm with new troubles.

These forces are beyond the firm's control, but the company can and should monitor them closely and respond to their actions. The macroenvironment is composed of six main forces. (Fig. 1.3.)

F.Kotler Fundamentals of Marketing. Short course, 2007 - 114s

Fig.1.3. The main factors of the macroenvironment of the company's functioning

Demographic environment.

Demography is a science that studies population in terms of size and density. For marketers, demographics are of interest because markets are made up of people.

World population explosion. The population is growing at an explosive pace. Over the past 20 years it has increased by 2% annually. At this growth rate, by 2010 the world population will be 10 billion people. The population explosion is causing concern throughout the world, as the planet's resources may not be sufficient to maintain a high standard of living. Population growth is fastest in the least developed countries, which can least afford it.

Population growth is accompanied by an increase in human needs that businesses need to satisfy. This means markets are growing.

Declining birth rate in Russia. In 1995, the population of Russia was 148 million people. Since 1987, the population has been steadily declining due to declining birth rates. In 1993, our country had the lowest birth rate in Europe since 1970.

The fall in the birth rate is a threat for some areas of activity and an advantage for others. It deprived some enterprises of prospects, for example those that produce children's toys, clothing and furniture, and baby food products. At the same time, educational organizations and entertainment industry enterprises benefited from this, as young couples had more free time.

Aging of the Russian population. Despite the increase in mortality, a decline in the birth rate prevails in the country. Therefore, the average age of residents is currently rising. The size of different age groups of the population changes at different rates, so the capacity of the market for goods and services for them also changes differently.

Changes in the Russian family. Under the influence of a number of factors, the family undergoes changes. The number of marriages has decreased. The number of divorces has increased, and there are fewer and fewer children in families. This means reduced demand for wedding supplies and other bridal products and services. The increase in single-parent families creates a need for goods used by such families.

Population migration. In the 90s, migration and population mobility in Russia increased sharply. Many migrants from other republics of the former Soviet Union arrived in the Russian Federation. The rural population has increased slightly. There is more active population movement within the country. Population migration causes additional variability in the consumer market.

Increasing educational level and increasing the number of employees. Since the beginning of the 90s, the share of the working-age population with higher education in the country exceeded 15%, and the share of people with basic and complete secondary education amounted to 70%. The level of education in the country is growing. The more educated people there are, the higher the demand for high-quality goods, books, magazines, and tourist trips. The growth of employment in the service sector and the reduction in the number of workers in goods-producing industries led to an increase in the number of employees.

Within the short and medium term, the noted demographic trends serve as extremely reliable factors of development. Based on the main demographic trends, one can judge what significance each of them will have for a particular company.

Economic environment.

In addition to the people themselves, their purchasing power is also important for markets. The overall level of purchasing power depends on the level of current income, prices, savings, and the availability of credit. Purchasing power is affected by the economic crisis in the country, high unemployment, and high cost of loans.

The response to today's economic climate has been a more cautious approach to shopping. To save money, many people buy more cheap items than expensive ones. Enterprises have begun to produce “economical” versions of their products, and in advertising they focus on attractive prices. Some consumers postponed purchases of durable goods until better times, while others, on the contrary, accelerated them due to fears that prices would rise next year. There was a redistribution of costs from other product categories to food and clothing.

The nature of income distribution is also important. In Russia, income is distributed extremely unevenly. The leaders are consumers belonging to the upper class, whose spending patterns are in no way affected by economic difficulties. They are the main market for luxury goods and expensive services.

Then come the middle class consumers, who somewhat limit themselves in spending, but are able to purchase high-quality clothing, jewelry, and computers. The working class and a significant part of the employees practically cannot afford to go beyond the purchase of the basic necessities of food, clothing and shelter and must try with all their might to save something. Representatives of the lower strata of society, such as people living on benefits, as well as many pensioners, are forced to count every penny.

Geographic differences in income distribution need to be taken into account. In Moscow, for example, the income level of the population is much higher than in Tula or Orel.

Natural environment.

The 1960s saw growing public concern about the destruction of the natural environment. Legislators began to put forward various measures to protect the environment. Changes in the environmental situation also affect the goods that firms produce and offer to the market.

Shortage of certain types of raw materials. Water and air may seem like inexhaustible natural resources, but they are also threatened. The use of renewable resources such as forests and food requires attention. To conserve soil and ensure there is enough timber to meet future demand, logging companies must replant harvested areas. Food supply can become a major problem as agricultural land is limited and more land is devoted to residential and commercial uses.

Serious concerns arise in connection with the depletion of non-renewable resources such as oil, coal and other minerals. Platinum, gold, zinc, copper and lead are difficult to mine. Silver, tin and uranium became scarce. Even if raw materials are available, the operations of firms using scarce minerals can be complicated and costly.

Rising energy prices. The economies of the developed countries of the world largely depend on oil supplies, and until economically viable substitutes for this energy carrier are found, oil will play a dominant role in world politics and economics. It is not always possible to replace oil with gas, and gas reserves are also limited. Research is underway to expand the practical use of solar, nuclear, wind and other types of energy. Nuclear energy is quite dangerous. In the field of solar energy use, low-power equipment is currently being offered.

Environmental pollution. Industrial activity almost always harms the natural environment. There are problems of dangerous levels of chemical contaminants in soil and food, problems of radioactive contamination, and contamination from packaging materials that are not biodegradable. A large market for pollution control products is being created, which presents a significant marketing opportunity for responsive firms.

State intervention in the process of rational use and reproduction of natural resources. Marketing management must keep all these issues in view in order to be able to obtain the natural resources necessary for the company's activities without harming the environment. In this sense, entrepreneurial activity is under strong control both from government agencies and from influential public groups. Business should help find solutions to problems of supply of material resources and energy.

Scientific and technical environment.

The most dramatic force determining human destinies turned out to be technical and applied science. The scientific and technological complex has given the world such miracles as penicillin, open heart surgery, birth control pills, and computers. It also gave birth to such horrors as the hydrogen bomb and nerve gas. However, the development of science and technology has been the main factor of economic growth for the fourth century.

Any new technology appears in place of the old one, from which it is distinguished by the possibility of reducing the cost of human labor to meet needs. Modern technologies also provide a reduction in the costs of materials and energy, as well as capital. Any scientific and technological innovation is fraught with major long-term consequences that cannot always be foreseen. The management of the enterprise must closely monitor the leading trends within the scientific and technical complex, especially during periods of changes in the dominant technological structures.

Accelerating scientific and technological progress. In the 70-80s, the fifth technological structure began to dominate in the social production of developed countries and the sixth technological structure began to spread. The leading elements of the fifth way are complexes of technological and energy automatic machines controlled by computers. Technologies of the sixth way are implemented by complexes of automatic robotic machines with artificial intelligence. Ninety percent of all scientists who have ever lived on Earth are our contemporaries. The technology of the fifth technological order has been around since the 20s, and the technology of the sixth order since the 70s has gradually taken over the creation of new products. New personal computers and other products are increasingly being created using computer-based robotic systems. Scientific and technical thought and modern technology feed on themselves, which creates limitless possibilities.

Increased allocations for R&D. In developed countries, more and more funds are spent on R&D, and their share in gross domestic product (GDP) is constantly growing. In the most advanced countries it currently amounts to at least 2-2.5% of GDP. Firms operating in knowledge-intensive sectors of the economy spend on research and development on average up to 15-25% of revenue from the sale of goods and services, and sometimes much more, whereas 15-20 years ago costs did not exceed 5-10%.

Increased emphasis on introducing small improvements to existing products. Rather than taking risks with major innovations, many firms settle for minor improvements to existing products. They copy competitors' products and slightly improve their characteristics and design. This is acceptable at the initial stages of activity. Experience shows that companies that use other people's achievements gradually lose their position in the competition.

Tightening state control over the quality and safety of goods. The public needs to know that new products being offered are safe. Government agencies examine products and ban those that may be dangerous. State control of the quality of food products and medicines is being carried out, and the requirements for the safety of goods in the automotive industry, in the production of clothing, electrical household appliances, and in construction are becoming stricter.

Political environment.

Marketing decisions are strongly influenced by events in the political environment. This environment is made up of laws, regulations of government agencies, demands of public groups that influence various organizations, individuals and limit their freedom of action.

Legislation regulating business activities. The number of legislative acts regulating business activities is rapidly growing in the country. They are based on the Constitution and Civil Code of Russia. Government regulation is necessary to protect consumers from unfair business practices. Some firms, left unattended, may begin to build “financial pyramids” and produce counterfeit goods. Unfair practices towards consumers are combated using relevant laws by various government agencies. Many businesses are furious at any new consumer protection law, but there are still some who welcome these laws.

The marketing manager must be knowledgeable not only of the federal laws that protect fair competition, the interests of consumers, and the best interests of society, but also the local laws that govern his marketing activities in a given region.

Cultural environment.

People live in a specific society, which shapes their basic views, values ​​and norms of behavior. Almost without realizing it, a person perceives a worldview that determines his attitude towards himself and relationships with others. The following cultural features may influence marketing decisions.

Strong commitment to core cultural values. Within a given society, people hold a variety of views and values. The core views and values ​​are characterized by a high degree of stability. For example, most Europeans believe in the need to work, get married, and be honest. These beliefs shape more specific attitudes and more specific behaviors and influence their specific manifestations in everyday life. Traditional views and values ​​are passed on from parents to children and are reinforced by the activities of the main institutions of society - laws, government, and the church. Secondary beliefs and values ​​are subject to change to a greater extent. Belief in the low quality of most domestic consumer goods is primary, but confidence in the need to support domestic producers is secondary. Supporters are more likely to succeed if they encourage people to buy branded goods from foreign companies that are produced in Russian factories, rather than goods exported from abroad.

Subcultures within a single culture. In any society there are subcultures - groups of people with common value systems that arose as a result of the commonality of their life experiences or circumstances. For example, believers of one religious denomination or residents of an isolated region differ from other groups by similar behavior. You can choose a particular subculture as a target market based on needs and purchasing behavior characteristics.

Changes in secondary cultural values. Despite the significant stability of primary values, changes still occur in the cultural environment. For example, the Beatles, the Rolling Stones and other pop stars influenced the hairstyles, clothing style and behavior of young people in European countries. Firms and entrepreneurs have a vested interest in anticipating cultural shifts to identify new marketing opportunities early. People strive to fully enjoy life. They are looking for products and services that provide entertainment and pleasure. Religious institutions are beginning to rework the tenets of religion in such a way that they can compete with the secular temptations of modern society. Marketing. Lecture course. Basovsky L.E. 1999 -33-38s

The macroenvironment cannot be controlled, and the company cannot influence its factors, so it seeks optimal conditions so that the factors of the external macroenvironment help the business.

The macroenvironment is represented by such elements as demography, geographical location, politics, law, scientific, technical and socio-cultural development, etc. Since goods and services are produced for people, demographic data helps a company properly organize sales in different geographic areas or launch products for different age categories of consumers. Economic factors give the company information about the nature of income distribution in certain regions, cultural factors - about religious interests and cultural values ​​and traditions of certain consumer groups. Natural, scientific and technical factors contribute to the innovative marketing of a company, and political and legal factors determine at the legislative level the implementation of business activities, compliance with the necessary conditions for the production and sale of goods and services, and also guarantee the protection of consumer rights. Thus, being uncontrollable by the company, the external marketing environment has a significant impact on its activities.

The marketing environment consists of the internal and external environment of the enterprise. First of all, we note the external environment, which has a direct impact on the internal environment and on the very activities of the enterprise. On the other hand, the marketing environment consists of the microenvironment and macroenvironment of the enterprise. The microenvironment of an enterprise is the factors that are directly related to the enterprise and determine its ability to satisfy customer needs.

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Marketing research is the collection, processing and analysis of data with the aim of reducing the uncertainty involved in making marketing decisions. The market, competitors, consumers, prices, and internal potential of the enterprise are subject to research. Marketing research is based on general scientific and analytical and forecasting methods. Information support consists of desk and field research, as well as from various sources of information (internal and external, own and paid, etc.).

The specific result of marketing research is developments that are used in the selection and implementation of the strategy and tactics of an enterprise's marketing activities.

The study of the internal environment of an enterprise aims to determine the real level of competitiveness of the enterprise as a result of comparing the relevant factors of the external and internal environment. This is where you need to get answers to questions about what needs to be done to ensure that the enterprise’s activities are fully adapted to the dynamically developing factors of the external environment.

The company's marketing environment is a set of active subjects and forces operating outside the company and influencing the ability of marketing management to establish and maintain successful cooperative relationships with target clients. Being volatile, constraining and full of uncertainty, the marketing environment deeply affects the life of the company. The changes taking place in this environment are neither slow nor predictable.

The marketing environment consists of a microenvironment and a macroenvironment. The microenvironment is represented by forces that are directly related to the company itself and its ability to serve clients, i.e. suppliers, marketing intermediaries, customers, competitors and contact audiences. The macroenvironment is represented by broader social forces that influence the microenvironment, such as demographic, economic, natural, technical, political and cultural factors. We will look at the firm's microenvironment.

The micro-external environment (direct impact environment) of marketing includes a set of subjects and factors that directly affect the organization’s ability to serve its consumers. The micro-external environment is also directly influenced by the organization.

Main microenvironment factors:

• 1. Company. When developing marketing plans, marketing managers must take into account the interests of other groups within the company itself, such as senior management, financial services, R&D and logistics services, production services, and accounting.
• 2. Suppliers are firms and individuals who provide the company and its competitors with the material resources necessary for the production of specific goods or services.
• 3. Marketing intermediaries. There are firms that help a company in promoting, marketing and distributing its products to its clientele. These include resellers, firms organizing product distribution, agencies providing marketing services and financial institutions.

Resellers are firms that help a company find customers or sell its products directly to them. Resellers can provide customers with more convenient locations, times, and procedures for purchasing goods at lower costs than a firm could do.

marketing environment competitor supplier

Firms that organize goods distribution. These firms help the company stock up on its products and move them from the point of production to the destination. These include warehouses - enterprises that ensure the accumulation and safety of goods on the way to their destination.

Marketing services agencies. Marketing services are provided by market research firms, advertising agencies and marketing consulting firms.

Credit and financial institutions. These include banks, credit and insurance companies, and other organizations that help the company finance transactions and insure itself against risk in connection with the purchase or sale of goods.

• 4. Clientele. It can serve five types of client markets:
• 1) consumer market - individuals and households purchasing goods and services for personal consumption;
• 2) enterprise market - organizations purchasing goods and services for use in the production process;
• 3) market of intermediate sellers - organizations purchasing goods and services for their subsequent resale at a profit;
• 4) market of government institutions - government organizations purchasing goods and services or for their subsequent use in the field of public services;
• 5) international market - buyers outside the country, including foreign consumers, manufacturers, intermediate sellers and government agencies.
• 5. Competitors. Any company faces many different competitors. The following types of competitors are distinguished:

desires are competitors,

product-generic competitors

product-species competitors

competing brands.

6. Contact audiences are any groups that show real or potential interest in the organization or influence its ability to achieve its goals.

Beneficial audience - a group whose interest to the company is of a very beneficial nature. The desired audience is one whose interest the company seeks, but does not always find. An unwanted audience is a group whose interest the company tries not to attract, but is forced to take into account if it appears.

Any company operates surrounded by seven types of contact audiences:

• 1). Financial circles.
• 2). Contact media audiences.
• 3). Contact audiences of government and government bodies.
• 4). Civic Action Groups.
• 5). Local contact audiences.
• 6). General public.
• 7). Internal contact audiences.

Microenvironment - forces that are directly related to the company itself and its ability to serve clients, i.e. the company itself, its suppliers, marketing intermediaries, clients, competitors and contact audiences.

Any company consists of functional units that must interact with each other to help the company achieve its desired goals.