ASSIGNMENT ONE * introduction
A company’s marketing environment consists of the factors and elements outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers thus companies constantly watch and adapt to the changing environment.
There are two broad categories of such environments. i. Micro-environment consists of the factors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors. ii. Macro-environment consists of the larger societal forces that affect the macro-environment—demographic, economic, natural, technological, political, and cultural forces.
MICRO ENVIROMENT
Consists of the factors close to the company that affect its ability to serve its customers
This include a) The company b) Suppliers c) Marketing intermediaries d) Customer markets e) Competitors

The company
In designing marketing plans, marketing management takes other company groups into account—groups such as top management, finance, research and development (R&D), purchasing, operations, and accounting. All of these interrelated groups form the internal environment. Top management sets the company’s mission, objectives, broad strategies, and policies. Marketing managers make decisions within the strategies and plans made by top management.

CASE: the marketing manager of Nairobi bottlers Limited (Coca Cola bottler in Kenya) can’t promise low prices on its products until production department delivers low production costs this is done by producing its products at an efficient and effective manner.
Suppliers
Suppliers form an important link in the company’s overall customer value delivery network.
They provide the resources needed by the company to produce its goods and services.