Marketing management's job is to create attractive offers for target markets. However, marketing managers cannot simply focus on the target market's needs. Their success will also be affected by actors in the company's microenvironment.
These actors include other company departments, suppliers, marketing intermediaries, customers, competitors, and various publics.
The Company
In designing marketing plans, marketing management should take other company groups, such as top management, finance, research and development (R & D), purchasing, manufacturing, and accounting, into consideration. All these interrelated groups form the internal environment.
Top management sets the company's mission, objectives, broad strategies, and policies. Marketing managers must make decisions consistent with the plans made by top management, and marketing plans must be approved by top management before they can be implemented. Marketing managers must also work closely with other company departments. Finance is concerned with finding and using funds to carry out the marketing plan. The R & D department focuses on the problems of designing safe and attractive products.
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