Marketing in English - How changes in demographic & economic environment affect marketing decisions

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*   I. Demography – definition

*   II. Demographic environment - definition

*   III. Economic environment

*   IV. Six major macroenvironment forces

I. Demography - definition

Demography is the study of the characteristics of human populations.

II. Demographic environment

Today's demographic environment shows a changing age structure, shifting family profiles, geographic population shifts, a better educated and more white-collar population, and increasing diversity.

III. Economic environment - definition

The economic environmentconsists of factors that affect buying power and patterns.

The economic environment is characterized by more consumer concern for value in shifting consumer spending patterns. Today's squeezed consumers are seeking greater value -- just the right combination of good quality and service at a fair price. The distribution of income also is shifting. The rich have grown richer, the middle class has shrunk, and the poor have remained for, leading to a two-tiered market. Many companies now tailor their marketing offers to two different markets the affluent and the less affluent.

IV. Six major macroenvironment forces

There are six major macroenvironment forces:

1. Cultural,

2. Demographic

3. Economic

4. Natural

5. Political

6. and technological.

The cultural environment includes institutions and other forces that affect the basic values, behaviours, and preferences of the society-all of which have an effect on consumer marketing decisions.

The demographic environment includes the study of human populations in terms of size, density, location, age, sex, race, occupation, and other.