e视人苦 Analyzing the Macroenvironment Identifying the major forces Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats These forces represent noncontrollable to which the company must monitor and respond 2008-3-10 Marketing Management UG)2008-3-10 Marketing Management (UG) 5 Analyzing the Macroenvironment • Identifying the major forces – Companies and their suppliers, marketing intermediaries, customers, competitors, and publics, all operate in an macroenvironment of forces and trends that shape opportunities and pose threats. – These forces represent “noncontrollables” to which the company must monitor and respond