Why is it important to study the Micro and the Macro environment? Use FITBIT as an example.
Microenvironment: Acts close to the company that affect its ability to engage and serve customers (suppliers, the company, marketing intermediaries, competitors, publics, customers)
-government publics: possible HIPPA violation
-Local publics: communities using Fitbit as workplace incentive
Competition: Apple and Google
Macroenvironment: Societal changes (economy, nature, technology, politics, culture, demographics)
-Tech: people know how to use it
-Economic value: people are looking for things with high economic value today
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Principles of Marketing
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