- internal environment: several departments and management levels
-Marketing channel firms: suppliers and marketing intermediaries, including resellers, physical distribution firms, marketing services agencies and financial intermediaries
-Customer Markets: consumer, business, reseller, government and international
-demographic, economic, natural, technological, political, and cultural forces.
Financial publics: this group influences the company's ability to obtain funds. Banks, investment houses, and stockholders are the major financial publics.
Media publics: This group carries news, features, and editorial opinion. It includes newspapers, magazines, television stations, and blogs and other internet media.
Government publics: Management must take government developments into account. Marketers must often consult the company's lawyers on issues of product safety, truth in advertising, and other matters
Citizen-action publics: A company's marketing decisions may be questioned by consumer organizations, environmental`