The document provides an overview of analyzing a company's marketing environment including the microenvironment and macroenvironment. It discusses the key parts of the microenvironment that directly impact the company such as departments, suppliers, marketing intermediaries, customers, and competitors. It then examines the macroenvironment including demographic, economic, natural, technological, political, and cultural forces outside the company's control that still influence its marketing decisions. The purpose is to understand all the internal and external factors shaping opportunities and threats to better respond to changes in the environment.

1. Chapter Three Analyzing the Marketing Environment