Macro environment Part 1

Macro environment Part 1

Macro environment
 The large societal (‫)معاش رہ ک ا‬ factors that affect
microenvironment, such as demographic, economics, natural
environment, technology, political and cultural factors

 We will discuss each factor one by one briefly

 Macro environment Part 1
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i. Demographic (‫ )آب ادی ا ی‬Environment
(-) Study of human population in the term of size, location, age,
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gender, occupation, financial position and other statistics (‫)اعدادو مار‬
is demographic study. All these demographic factors affect
marketing abilities.
(-) Other factors in demographic, which marketers must consider are:
- Increasing Population - Growing Middle Class
- Changing Role of Women - Increase in Diversity
- Better Educated People - Changing Family System
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ii. Economic (‫ )معا ی‬Environment
(-) Factors that affect consumer purchasing power and spending
patterns. These factors are inflation, unemployment, the global
financial crisis and Engel’s Law.

- Inflation: is a general increase in prices and fall in purchasing

value of money.
- Unemployment: when a person who is actively searching for
employment is unable to find work
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 Natural (‫ ) در ی‬Environment
(-) Natural resources are needed as inputs by marketers to produce goods
and services i.e. metal, fossil fuel, weather, population, etc.
(-) Following terms may affect natural environment that then affect
markets.
- Growing shortage of raw material
- Increased Population
- Government intervention in natural resource management