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Institutions and other forces can affect a society's basic values, perceptions, preferences and behaviours
Core beliefs are passed on from parents to children. These can affect buying behaviour.
Social responsibility include protecting long-run interest of consumer and environment
Cause-related marketing is the type of marketing where companies perform worthwhile cause, such as fund-raising for charitable organisations

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This includes increased legislation whereby laws are enforced for competition, fair trading practice, environmental protection, product safety, truth in advertising etc. This protects consumers, companies and society

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forces that invent new technologies which can create new products and market opportunities

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Marketers or marketing activities may use up natural resources as inputs.
This includes increase pollution, shortage of raw materials and increase government intervention

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consists of factors that affect customer's purchasing powers and spending patterns. This includes the income distribution and the income level

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the statistical study of the human population size, density, location, age, gender, race, occupation etc.
Demographic trends in Singapore include rising women participation, lower birth rates, ageing population, increase gap between high and low income groups, preference for larger house, better educated, well-travelled and more white-collar workers

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Demographic

Economic

Natural

Technological

Political

Cultural

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Consumers are individuals who buy the company's product for personal consumption
Business can buy goods and services for further processing or use in their production process
Government can buy goods and services to produce public services
International markets consist of buyers from other countries
Reseller markets are markets that buy goods and services to resell at a profit

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Publics are groups of people who has a potential or actual interest or impact on an organisation's ability to achieve its objective

Financial publics are banks, investment houses, stockholders etc. that determines the company's ability to obtain funds

Media publics are newspapers, magazines, TV, radio etc. that carries news, features, editorial opinion etc.

Government publics are governmental organisation that issues product safety, truth in advertising etc.

Citizen-action public are non-governmental organisations that may question actions by consumer organisations, environmental and minority groups

Local publics are a small group of people in a country. e.g. neighbourhood residents and community organisations

General publics are publics in the country. Their attitude towards the company's products and activities will affect its buyings

Internal publics are workers, managers, volunteers and the board of directors in a company. Their positive attitude can spill outside the company

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The value our company offer must be greater than the value our competitors offer

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Marketing Intermediaries help the company promote, sell and/or distribute its products to final consumers

Resellers help find customers and sell products to them

Physical Distribution Firms help move goods

Marketing services agencies are consultants for research, advertising and media

Financial intermediaries help financial transactions and insure the company

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Suppliers provide resources needed for the company to produce its goods and services.
The supply, availability and costs of resources from the supplier are critical in the customer value delivery system

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The company consists of top management, finance, research and development, purchasing, operations and accounting.

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Company

Suppliers

Marketing Intermediaries

Competitors

Public

Customers

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The marketing environment consists of the micro-environment and the macro-environment
Micro-environment are actors near the company that affect its ability to serve its customers
Macro-environment are larger societal forces that affect the micro-environment