A company's marketing environment consists of the actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Therefor we need to analyze the Micro and Macro Environment. How can companies react best to all the marketing environment?

a.

Companies can passively accept the marketing environment as an uncontrollable element to which they must adopt, avoiding threats and taking advantage of opportunities as they arise.

b.

Companies can take a reactive approach, reacting to and simply watching the environment will lead to success and influence on geographic population shifts, the economy and major cultural values.

c.

Companies will not pursue legal action nor hire lobbyists to keep competitors in line to control their advertising channels better or influence legislators.