Under the classification of marketing comes Macro environment. Macro environment is marketing term and it refers to those factors and forces that affects a firm's ability to yo build and maintain successful customer relationship. They are;
Demographic Environment: This is the study of human population in terms of size, location, age, gender, race, occupation, and other statistics. The demographic environment is of major interest to marketers because it involves people and people make up the market.
Economic Environment: It consists of factors that affect customer purchasing power and spending pattern and changes in income. Under this environment, the following sub-topics are explained below.
-Upper class: Consumer whose spending pattern are not affected by the current economic event and who are major market for luxury goods.
-Middle class: These set of persons are somewhat careful about what they expect but they can afford the good life sometimes.
-Working class: These set of consumers stick close to the basic like food, clothes, shelter, they also try to save.
-Under class consumer: These are persons on welfare ad retaries, they must count their money even when making the most basic purchase.
Natural Environment: This involves natural resources that are needed as input by marketers or affected by marketing activities e.g air ad water pollution have reached a dangerous level leading to the earth zone layers and resulting green house effect. Environmentalist fear that we may be consumed by our own trash.
Technological Environment: These are forces that create new product and market opportunities such wonder as antibiotics, organ transplant, notebook computer and the internet, horrors, such as nuclear missile, chemical weapon assault riffle, automobiles, television, credit cards e.t.c. These are outcome of technology.
Political Environment: Marketing decisions are influenced or informed by development in the political environment e.g laws, govt. agencies and pressure group.
Cultural Environment: These are institutions and other forces that affects a society basic value, perception, preferences and behaviours, persistence of cultural value and core value.
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