Environment

Micro-environment

Micro environment forces are those that are separate and individual, such as customers, producers, marketing intermediaries, public entities and the company. It refers to the forces closely influencing the company and directly affect the organization’s relationships.

Customer is the individual or household, an organization that purchases a product for use in the production of other products, or an organization that purchases a product for resale at a profit. A company depend on other producers and vendors for supplies and other production factors, such as labor, utilities and equipment required to produce and deliver a product to a customer. As a consequence, events moving a producer or vendor also have the potential to impact customer satisfaction, whether those events impact the availability of materials, supply chain costs or product quality. 

Organizations naturally trust on banks, venture capitalists and other sources to finance operations; wholesalers and retailers, warehouses and transportation companies to distribute goods; and advertising, market research firms and public-relations firms to market their products. The marketing strategy is defined in part on the degree to which each intermediary can potentially increase or decrease customer satisfaction. Public are groups that may have a significant impact on marketing activities formulated to contribute to customers' satisfaction with a product and an organization. For example, pleased customers are a public that add to a marketing program through positive word of mouth.