MACRO ENVIRONMENT

A factor that influence a company's or product's development but that is outside

of thecompany's control is known as macro environment.For example, the
macro environment could include competitors, changes in interest rates,changes
in cultural tastes, or government regulationsI
For companies with a global foot-print, their exposure to macro environment
elements is magnified.

Demographic Environment

Demography is the study of human populations in terms of size, destiny,
location, age, genderrace, occupation and other statistics. The demographic
environment is of major interest tomarketers because it involves people.

Economic Environment
Marketers require buying power as well as people. The economic environment
consists of factors that affect consumers purchasing power and spending
power/ patterns. Marketersmust pay close attention to major trends and
consumers spending patterns.

Natural Environment
The natural environment involves the natural resources that are needed as inputs
by marketersor they are affected by marketing activities. Environmental
concerns have grown steadilyduring the past three decades. Marketers should be
aware of several trends in the naturalenvironment.

Technological Environment
The technological environment is perhaps the most dramatic forces now
shopping owndestiny. Technological environment involves forces that create
new technologist creating newproduct and marketing opportunities.

Political Environment
Marketing decisions are strongly affected by developments in the political
environment.Political environment consists of laws, government agencies,
government itself and pressuregroups that influence or limits various
organizations and individuals in a given society.



Cultural Environment
The cultural environment is made up of institutions and other forces that affect a
societysbasic values, perceptions, preferences and behaviors. There are few
cultural values whichaffect marketing decision making. These are, persistence
of cultural value, shifts in secondarycultural value, people views of
organization/ others, etc




Impact of Macro-Environment over BD goods & services
Impact of Demographic Environments
Among two sides macro environment is very much effective or important in
case of marketing environment which is out of control of companys manager.
Moreover, undermacro environment demographic environment is very effective
and important. For abusinessman the first and foremost considerable topic is
population or market size. Withoutpopulation there is nothing for a market. For
this reason before entering into a marketing onemust keep in mind about the
changes about population. Effect of changes on demographicenvironment is
given below:
Age Structure of the Total Population and Its Changes
The number of different ages of people such as the number of children, teenage,
youth, oldperson should be kept in mind at the time of doing marketing strategy.
Because a productcannot be certified for every ages of customer. Moreover, at
the time of increasing of population the growth of demand of product rises
should be noticed otherwise marketingprocess wont be effective at all. On the
contrary at the time of the decrease of population thedemand falls. This is the
reason at the time of doing marketing strategy the matter of population must be
analyzed. For example, Grameen Phone is one of the leadingtelecommunication
companies in Bangladesh. They have a product named Djuice. Themotive of
this product is to capture the market of youth. So, the company has been setting
upits advertisement, tariff, voice call and sms charges in a way that attracts the
attention of youth. As a result most of the youth use Djuice.
Changed Family Life
Now a days one can easily identify the changes of family life style such as- the
growth of working class women, income capability of women, adult marriage of
women and the right of divorce of women etc. also important for doing
marketing strategy. For doing more servicesor jobs outside home the household
task of women has gone to the slave. And now we canobserve a crisis of slave.
Actually the development of garment industry has created thisproblem. For this
reason people are eager to do a less physical labored task. And prepared


food, half cooked food, bread, washing machines etc. are used more. So, now
we use packetmashla, pressure cooker, rice cooker, washing machine, go to
restaurants for food for saveour time but those things created market for the
product and the marketers getting benefitfrom their work and growing rapidly.
Education and Profession
Education rate and job distribution also be remembered at the time of doing
marketingstrategy. Because the taste, choice, habit, communicating process
cannot be same of aneducated and a non educated person. The some thought is
applicable for the people of different working people. Our education rate is
increasing on a regular basis. Now people areeager to do industrial job or
service more than farming. These changes are very important formarketing
strategy.
Geographical Shift in Population
Geographically living of population and the shift of geographical living of
population createimpact on marketing. For a lot of reason people tend to go to
big cities. For this reasonpeoples life style and their demand style are changing.
Moreover, producing product fortourist, job seeking people, businessmen is also
profitable business. Besides, people are goingabroad and coming back to the
country and making a change in their demand style which hasto be kept in mind
to keep pace with the global growing market. In Bangladesh people wantto shift
in Dhaka rather than other cities. So, market of this mega city is bigger than
others