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Marketing environment The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers. Microenvironment The actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. Macroenvironment The larger societal forces that affect the microenvironment -- demographic, economic, natural, technological, political, and cultural forces. Marketing intermediaries Firms that help the company to promote, sell, and distribute its goods to final buyers. Public Any group that has an actual or potential interest in or impact on an organization's ability to achieve its objectives. Demography The study of human populations in terms of size, density location, age, gender, race, occupation, and other statistics. Baby boomers The 78 million people born during the baby boom following World War II and lasting until 1964. Generation X The 45 million people born between 1965 and 1976 in the "birth dearth" following the baby boom. Millennials (or Generation Y) The 83 million children of the baby boomers, born between 1977 and 2000. Economic environment Factors that affect consumer buying power and spending patterns. Engel's laws Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises. Natural environment Natural resources that are needed as inputs by marketers or that are affected by marketing activities. Environmental sustainability A management approach that involves developing strategies that both sustain the environment and produce profits for the company. Technological environment Forces that create new technologies, creating new product and market opportunities. Political environment Laws, government agencies, and pressure groups that influence and limit various organizations and individuals in a given society. Cultural environment Institutions and other forces that affect society's basic values, perceptions, preferences, and behaviors. Microenvironment factors Company (type, goals); Suppliers; Marketing intermediaries; Customers; Competitors (basis); Public (everyone else, community) Macroenvironment factors Demographic environment (baby boomers, gen X, Echo boomers (Y), changing American family, geographic shifts, diversity); Economic environment (total personal income, disposable income, discretionary income); Natural environment; technological environment; political environment; cultural environment Disposable income total income minus tax Discretionary income disposable income minus Food, Shelter, Transportation To Work Consumer Confidence effects decisions to save or spend