Unilever The Power Story

Identify the key actors and factors in a company¡¦s marketing environment that affects its ability to serve its target customers effectively"

Marketing does not operate in a vacuum but, instead, in a complex and changing environment. Indeed, marketers operate in an increasingly connected world. Companies today have to be alert and responsive to the interests and concerns of various actors in the marketing environment, not just its immediate customers. A company¡¦s marketing environment consists of actors and forces outside marketing that affects marketing managements ability to develop and maintain successful relationships with its target customers. The marketing environment offers both opportunities and threats. Successful companies know the vital importance of constantly watching and adapting to the changing environment.

Marketing environment consists of the microenvironment and macroenvironment. Microenvironment consists of the forces close to the company that affects its ability to serve...