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and visual elements for advertisements. Media planners and

buyers research the most appropriate online and offline

platforms for advertisements.

Other marketing roles commonly found in organizations include

marketing communications managers, marketing analysts,

marketing and sales assistants, marketing writers, and internal

communications specialists. Some companies customize marketing

positions according to organizational or market needs. For

example, a CRM marketing analyst may focus on customer
relationship management systems and analytics, while social media

and engagement managers launch and oversee marketing
campaigns across different social media platforms.

The Marketing Environment

Two key levels of the marketing environment are the micro-

environment and the macro-environment.

The Micro-environment

The micro-environment includes the company itself, its suppliers,

marketing intermediaries, customer markets, and competitors. It

also includes consumers, collaborators, and centers of influence.

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