A macro environment consists of broad economic conditions that impact whole economies and sectors rather than specific industries. Some influential macroenvironmental developments include population demographics like age distribution and growth rates, ethnic and educational groups within the population, cultural values and subcultures, household patterns, consumer psychology, income distribution, pace of technological change, business legislation, and special interest groups. Macroenvironmental forces have significant social, economic, and political implications for marketers.

1. WHAT ARE SOME
INFLUENTIAL
MACROENVIRONMENT
DEVELOPMENTS ?

2. A macro environment is a wide, broad set of
economic conditions rather than the conditions in
a specific sector or industry within an economy.

3. UNPREDICTABLE, SHORT-LIVED, AND WITHOUT
SOCIAL, ECONOMIC, AND POLITICAL SIGNIFICANCE

4. SIMILAR TO FAD BUT

5. MAJOR FORCES

7. POPULATION AGE MIX
MEXICO HAS A VERY YOUNG
POPULATION AND RAPID
GROWTH
ITALY HAS ONE OF THE WORLD’S
OLDEST POPULATION
MORE IMPORTANT

8. ETHNIC AND OTHER MARKETS
80.5%
13.4%
1.9%
2.31%

9. EDUCATIONAL GROUPS
ILLITERATES
HIGH SCHOOL
DROPOUTS
HIGH SCHOOL
DIPLOMAS
COLLEGE DEGREES
PROFESSIONAL
DEGREES

10. HOUSEHOLD PATTERNS
JOINT FAMILIES
NUCLEAR FAMILIES
SERIOUS IMPLICATIONS FOR MARKETERS

12. CONSUMER PSYCHOLOGY
IN A RECESSIONARY ENVIRONMENT, CONSUMERS HUNT FOR BARGAINS…..

13. INCOME DISTRIBUTION

15. HIGH PERSISTENCE OF CORE
CULTURAL VALUES
MARKETERS HAVE SOME CHANCE OF CHANGING SECONDARY VALUES, BUT NOT CORE.
“DON’T DRINK AND DRIVE” CAMPAIGN HAS INFLUENCED SECONDARY VALUES OF PEOPLE.

16. EXISTENCE OF SUBCULTURES
MARKETERS SAY, “ATTRACT SOMEONE AS
TEEN, AND YOU WILL LIKELY TO KEEP THE
PERSON AS CUSTOMER LATER IN LIFE.”

18. “DELHI GOVERNMENT’S INITIATIVE TO CONVERT ALL MODES
OF PUBLIC TRANSPORT TO CNG-POWERED VEHICLES HELPED
REDUCE POLLUTION LEVELS DRASTICALLY.”

20. ACCELERATING PACE OF
CHANGE
UNLIMITED OPPURTUNITIES FOR
INNOVATION
VARYING R&D BUDGET
INCREASED REGULATION OF
TECHNOLOGICAL CHANGE

22. INCREASE IN BUSINESS
LEGISLATION
GROWTH OF SPECIAL-INTEREST
GROUPS

23. These slides were created
by NANDINI GUPTA, AKGEC Ghaziabad,
during a Marketing internship
by Prof. Sameer Mathur, IIM Lucknow