The market describes the macroeconomic environment of a company the macro environment may refer to the macroeconomic environment of the company, such as the economy, where the company is located, the socio-cultural realities as well as the technological, legal and political environment. The micro-environment, however, is the market in which the company operates. The market is an economic place of the system and identifies the exchange relations and activities between providers and buyers of certain goods or services. This Exchange is limited not only to products and goods, but does not include the exchange of information. The company as the only provider in the market is a monopoly.

It can determine therefore the prices and has to adjust only the wishes of the customer. In an oligopoly, however, only some few suppliers of a product available in the market. Pure oligopolies are different during differentiated oligopolies products from companies that produce similar or same products, such as Make cars or cameras. At pure oligopolies, the company therefore primarily about cost benefits can expand their market position, companies in a differentiated oligopolistic market position, however, must differ from each other by product characteristics, quality, and level of service, to attract consumers. If the market has a wide variety of providers, called perfect or monopolistic competition. In a monopolistic competition, many companies offer similar products, able to communicate but by advertising differences between their products (a luxury restaurant offers similar services like other restaurants, but differs from the competition atmosphere, quality and service and can charge therefore higher prices).

Perfect competition is a market situation in which many companies offer these same products (such as securities). There is no differentiation, therefore the prices are the same. Profit can be achieved only by lower production or distribution costs. Entrants suppliers supply the company with raw material required to manufacture products. Sales are companies that purchase products from the companies to resell them in various forms to the end consumer. Typical marketing agents are wholesalers who distribute large amounts of product to resellers or retailers who sell small quantities of products directly to consumers. Customers are the sellers in the market. A large number of customers allows the company to focus on the customer group that is most profitable. The customers that a company uses, describe also its market type (consumer or consumer goods market (sell directly to end customers)), company or producer market (companies which use the products to the postprocessing), Wiederverkaufsmarkte(Grosshandler, Supermarkte)). Interest groups are market participants who are not consumers or suppliers of the company but may nevertheless affect its market activity (media First, public opinion, consumer associations and clubs, authorities or working for the company services (such as law firms or notaries)). Ing.