Dan has been directed to study the forces close to a company that affect its ability to serve its customers, such as the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. In this instance, Dan has been directed to study the ________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment

Question

Quizplus · Accepted Answer

The microenvironment refers to the factors that are close to the company and affect its ability to serve its customers. These factors include the company itself, its suppliers, marketing intermediaries, customer markets, competitors, and publics. Microenvironment factors are typically under the control of the company and can be managed or influenced by its actions.
On the other hand, the macroenvironment refers to the broader societal factors that affect the company and its microenvironment, such as economic, technological, demographic, political, and cultural factors. These factors are typically outside the control of the company and can have a significant impact on its operations.
In this case, Dan has been directed to study the factors close to the company, which suggests that he is studying the microenvironment. Therefore, the correct answer is B) microenvironment.

Dan Has Been Directed to Study the Forces Close to a Company