The document discusses the marketing environment and identifies key factors that can influence a company's marketing efforts. It divides the marketing environment into micro and macro levels. The micro environment includes suppliers, competitors, marketing intermediaries, end users, and the company itself. The macro environment encompasses demographic, economic, political, technological, and socio-cultural forces from the broader environment.

1. MARKETING ENVIRONMENT
The actors and forces in a modern
marketing system that can affect marketing
management’s ability to develop and maintain
successful relationships with its target
customers. So, marketing environmental factors
have a significant impact on the marketing
process. These marketing environmental
factors can be divided further into two groups i-e
Micro Environment and Macro
Environment.

2. MICRO ENVIRONMENT
It includes:-
• Suppliers
• Company
• Competitors
• Marketing Intermediaries
• End User

3. MACRO ENVIRONMENT
It includes:-
• Demographic
• Economic
• Political
• Technological
• Social and Cultural

4. ACTORS AND FORCES IN A
MODERN MARKETING SYSTEM
ACTORS AND FORCES IN A
MODERN MARKETING SYSTEM
SuppliersSuppliers
End User
Market
End User
Market
Marketing
Intermediaries
Marketing
Intermediaries
CompetitorsCompetitors Company
(Marketer)
Company
(Marketer)
Environment
Environment