The Company

First force is company itself and role it plays in the microenvironment. It could be deemed internal environment.

1).        Top management is responsible for setting company's mission, objectives, broad strategies and policies.

2).        Marketing managers have to make decisions within the parameters established by top management.

3).        Marketing managers have to also work closely with other   company departments.

Areas such as finance, R & D, manufacturing, purchasing and accounting all produce better results when aligned by same goals and objectives.

4).  All departments have to "think consumer" if firm is to be successful.  Goal is to provide superior satisfaction and customer value.