12. The Company’s
Microenvironment
Customers
Consumer markets (individuals and
households)
Business markets (further processing or
production)
Reseller markets
Government markets (public services)
International markets (above buyers in
other countries)
13. Macro-environment
The larger societal forces that affect the
microenvironment-demographic,
economic, natural, technological, political
and cultural forces.
31. Basic things
Belief- An acceptance that something exists or is true, especially
one without proof. For example-
We believe in God.
Values- They are also beliefs and are defined as: Beliefs about what is
desirable or good and what is undesirable or bad. For example-
In Japan, a black cat crossing ones path is considered to bring good
luck.
Perceptions- A process by which we give meaning to our environment
by organizing and interpreting sensory impressions. Example- One
manager can interpret that her assistant regularly takes several days
to make important decisions as evidence that the assistant is slow,
disorganized and afraid to take decisions