Marketing Environment Includes Micro-environment: actors close to the company that affect its ability to serve its customers Macro-environment: larger societal forces that affect the microenvironment Considered to be beyond the control of the organization O Copy rights reserved, Zou Deqiang6 6 © Copy rights reserved, Zou Deqiang Marketing Environment • Includes: ¾ Micro-environment: actors close to the company that affect its ability to serve its customers. ¾ Macro-environment: larger societal forces that affect the microenvironment. • Considered to be beyond the control of the organization