Economic agents, as well as other organizations and institutions, carry out their activity and promote their interests in a complex and dynamic environment. Enterprises, for example, are entities that form open systems, connected to a given environment, that have system inputs (inputs), system outputs (outputs) and a specific mode of self-regulation. The entries in this system consider different categories of resources necessary for carrying out the activity, such as material, personnel, financial and informational resources. Outputs from the system can be goods, services, ideas or information. In general, the company's environment includes those components from outside an organization, which, directly or indirectly, influence, on the one hand, the process of acquiring inputs, and on the other hand, the process of obtaining and then sale of outputs. In the case of a white sea buckthorn producer, the marketing environment represents a form of manifestation of the environment thast designates the set of forces and factors from its exterior that, directly or indirectly, influence its activity and, in particular, the ability to promote and support effective exchanges on the markets in which they operate.

Agenţii economici, precum și alte organizaţii şi instituţii, îşi desfăşoară activitatea şi îşipromovează interesele într-un mediu înconjurător complex şi dinamic. Întreprinderile, spre exemplu, sunt entităţi ce formează sisteme deschise, conectate la un mediu dat, care dispun de intrări în sistem (input-uri), de ieşiri din sistem (output-uri) şi de un mod specific de autoreglare. Intrările în acest sistem au în vedere diferite categorii de resurse necesare desfăşurării activităţii, precum resursele materiale, de personal, financiare şi informaţionale. Ieşirile din sistem pot fi bunuri, servicii, idei sau informaţii.