1. Marketing 2
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2. The marketing environment : is the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers. consist of both microenvironment and a macro environment
Microenvironment :
The actors close to the company that affect its ability to serve its customers, the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Macro environment :
The larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.

4. The Company : in designing marketing plans ,marketing management should take other company groups into account ,this group such as top management , human resource management ,operation, research and development . Suppliers : those who provide the resources needed by the company to produce its goods and service. Marketing mangers should watch supply aviability and cost

5. Marketing intermediaries : Firms that help the company to promote, sell, and distribute its goods to final
buyers .they consist of :
* Resellers :are distribution channel firms that help the company find the customer or make sales to them these include wholesalers and retailers who buy and resell product.
* Physical distribution firms : help the company stock and move goods from their points of origin to their destinations
* Marketing services agencies : are the marketing research firms ,advertising agencies ,media firms , marketing consulting firms that help the company target and promote its product to the right markets.
*financial intermediaries : include banks, credit companies, insurance companies ,and other businesses that help finance transaction or insure against the risks associated with the buying and selling of goods .

6. * Competitors : in marketing , the company must provide greater customer value and satisfaction than its competitors do. Thus marketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of customers.

7. Public: Any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives
*Financial publics : this group influences the company’s ability to obtain fund like : banks, investment analysts, stockholders
*Media publics :this group carries news, features ,and editorial.
*Government publics : management must take government developments into account
*Citizen- action publics :
*local publics : like neighborhood residents and community organization
*general public
*internal public : workers, mangers , volunteers ,and board of directors

8. Customers: the aim of the entire value delivery network is to serve target customer and to create strong relation ship with them . The company customer may be one of the five type :
* Consumer markets : consist of individuals and households that buy goods and services for personal consumption.
* Business markets : buy goods and services for further processing or use in their production processes
* Government markets : consist of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them
* International market : consist of these buyers in other countries , including consumers, producers , resellers, and governments