1. Actors & Forces -> Marketing decisions
2. Microenvironment
2.1. -> ability -> serve customers
2.2. Company (Internal)
2.2.1. Mana, Fin, RD, Purchase, Ops, Acc
2.3. Suppliers
2.3.1. Raw resource -> products
2.4. Intermediaries
2.4.1. Promote, sell, distribute products
2.4.2. Reseller, Physical Dist. Firm, Mkt Agencies, Fin. Intermediary
2.5. Customer
2.5.1. Consumer
2.5.2. Business
2.5.3. Reseller
2.5.4. Gov
2.5.5. International
2.6. Competitors
2.7. Publics
2.7.1. Groups -> Actual/Potential interest/impact -> Ability -> Serve cust.
2.7.2. Financial
2.7.2.1. Obtain funds
2.7.2.2. Banks, investment houses, shareholders
2.7.3. Media
2.7.3.1. News, features, editorials
2.7.4. Gov.
2.7.4.1. Legislations
2.7.5. Citizen-action
2.7.5.1. Consumer orgs, envi. groups, minority groups, others
2.7.6. Local
2.7.6.1. Local residents and Community orgs
2.7.7. General
2.7.7.1. Public's attitude/image
2.7.8. Internal
2.7.8.1. Employees and Employers
2.7.8.2. Internal good -> External good
3. Response
3.1. Proactive
3.1.1. Non-aggresive
3.1.1.1. Strat -> change environment
3.1.1.1.1. Uber, Apple, Google
3.1.2. Agressive
3.1.2.1. Sway publics and forces in marketing envi
3.1.2.2. Lobbying -> legislation
3.1.2.3. Staging -> press coverage
3.1.2.4. Social media, blogs -> public opinion
3.1.2.5. Legal action -> competitor
3.1.2.6. Contractual agreement -> secure dist. channel
3.2. Reactive
3.2.1. Adapt
3.2.2. Start -> avoid threat, use opps.
4. Macroenvironment
4.1. Society forces -> Microenvi
4.2. Demographical
4.2.1. Age group
4.2.1.1. Boomers (46-64)
4.2.1.2. Gen X (65-80)
4.2.1.3. Millenials (80-2000)
4.2.1.4. Gen Z (post-2000)
4.2.1.5. Segments within groups
4.2.2. Family structures
4.2.2.1. Non-trad vs trad. households
4.2.3. Geo-population shift
4.2.3.1. Climate
4.2.3.2. Occupation
4.2.3.3. Lifestyle
4.2.4. Educational char.
4.2.5. Pop. diversity
4.2.5.1. National
4.2.5.2. Ethnic
4.2.5.3. Sexuality
4.3. Economic
4.3.1. Income
4.3.2. Cost of living
4.3.3. Interest rates
4.3.4. Disability
4.3.5. Save and borrow patterns
4.4. Natural
4.4.1. Trends
4.4.1.1. Shortage of raw materials
4.4.1.2. Increased pollution
4.4.1.3. Increased gov. intervention
4.4.2. ETHICS!!!
4.5. Technological
4.5.1. Convenience
4.5.2. Quality
4.5.3. Transparency (Supply chain tracking)
4.5.4. Indirect transaction
4.5.5. Personalization
4.5.6. New products and markers opps
4.6. Political
4.6.1. Laws, gov. agencies and pressure groups
4.6.2. Protect business (Fair trade, antitrust)
4.6.3. Protect consumers
4.6.4. Protect society
4.6.5. Ethics or Socially Responsible Action
4.6.5.1. Deliberate healthy practice
4.6.5.1.1. Sourcing transparency
4.6.5.1.2. Worker's rights
4.6.5.1.3. Climate change
4.6.5.1.4. Privacy
4.6.5.2. Interest conflict
4.6.5.2.1. Solution: Codes of ethics
4.6.5.3. Cause-related mkt
4.6.5.3.1. Socially admirable
4.6.5.3.2. Good economic sense
4.7. Cultural
4.7.1. Society's basic values
4.7.1.1. Secondary values: open -> change
4.7.1.2. Themselves
4.7.1.2.1. Personality, belief, principles
4.7.1.3. Others
4.7.1.3.1. Attitudes and interactions
4.7.1.4. Org
4.7.1.4.1. Willing -> work, expect social work
4.7.1.4.2. confidence, loyalty
4.7.1.5. Society
4.7.1.6. Nature
4.7.1.7. Universe (Religion/Spirituality)