Which of the following is part of the microenvironment of a firm's marketing environment?

• A. Suppliers
• B. Technological changes
• C. Demographic trends
• D. Political institutions

Answer: (A)

Verified step by step guidance

1. Understand the concept of a firm's marketing environment, which is divided into the microenvironment and the macroenvironment.
2. Recognize that the microenvironment consists of factors close to the firm that directly affect its ability to serve customers, such as suppliers, customers, competitors, and intermediaries.
3. Identify that the macroenvironment includes broader societal forces that affect the microenvironment, such as technological changes, demographic trends, and political institutions.
4. Analyze each option: Suppliers are part of the microenvironment because they provide the resources needed for production and directly impact the firm.
5. Conclude that technological changes, demographic trends, and political institutions belong to the macroenvironment, so the correct microenvironment element is suppliers.