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It includes the company itself, its suppliers, marketing intermediaries, customer markets, competitors, and publics.
o The company aspect of microenvironment refers to the internal environment of the company. This includes all departments, such as management, finance, research and development, purchasing, operations and accounting. Each of these departments has an impact on marketing decisions.
For example, research and development have input as to the features a product can perform and accounting approves the financial side of marketing plans and budgets.
o The suppliers of a company are also an important aspect of the microenvironment because even the slightest delay in receiving supplies can result in customer dissatisfaction...
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