Objectives a To examine the environment To differentiate between those elements controlled by a firm's top management and those controlled by marketing To enumerate the uncontrollable environmental elements To explain why feedback about company performance and the adaptation of the marketing plan are essential for a firm to attain its objectivesObjectives ◼ To examine the environment ◼ To differentiate between those elements controlled by a firm's top management and those controlled by marketing ◼ To enumerate the uncontrollable environmental elements ◼ To explain why feedback about company performance and the adaptation of the marketing plan are essential for a firm to attain its objectives