micro/macro factors Microenvironment refers to the forces close to the organization that affect its ability to serve customers – the organization, marketing channel firms, customer markets, its competitors and publics * Marketing organization Other departments within the
Internal influences include personal and psychological. For example, as a kid customers would probably buy a toy, but when they grow up into young adults they would probably want proper and stylish clothing. External influences, on the other hand, include culture and social factors. For example, Muslims are not allowed to drink alcoholic drink and thus they cannot buy beer brand such as Heineken. Through consumer behavior, we now understand the customers’ preferences and different