Macro Environment

The macroenvironment consists of the larger societal forces that affect the microenthronenu demographic, economic, natural, technologick, political and cultural forces.
• Demographic Environment: Demography is the study of human populations in terms of size density, location, age, gender, race occupation and other statistics.
The demographic environment is a major interest to marketers because it involves people, and people make up markets.
>Geographic location of population
>Density of population
>Age
>Birth rate and death rate
>National discrimination
>Religion frame
• Economic Environment: The economic environment consists of factor that affect consumer purchasing power and spending pattern. Before marketed of any products marketers can know the economic conditions. Such as:
>The actual income of that where the product is marketed
>Is there any inflation
>How their saving tendency? etc.
• Natural Environment: The natural environment involves the natural resources that are needed by marketers or that are affected by marketing activities. Marketers should be asware of several trend in the natural environment such as shortages of say materials, increased pollution, increased government intervention, etc.
• Technological Environment: The technological environment forces that create new technologies, creating new product and market opportunites. Think of all today's common products that were not available 100 years ago or even 30 years ago.
• Political Environment: Marketing decisions are strongly affected by developments in the political environment. The political environment consists of law, government agencies, and pressure groups that influence or limit various organizations and individuals in a given society.
• Cultural Environment: The cultural environment is made up of institutions and other forces that affect a society's basic values, perceptions, preferences and behaviors. People grow up in a particular society that shapes their basic beliefs and values. They absorb a worldview that defines their relationships with others.