The document discusses various macroenvironmental forces that shape opportunities and pose threats to companies. It identifies the natural environment, technological environment, political and legal environment, economic environment, demographic environment, cultural environment, and rural environment as key elements of the macro environment. It emphasizes that marketers need to understand how these macro issues impact buyer behavior and find ways to use environmental trends to their advantage in marketing strategy.

2. SOCIO ECONOMIC TRENDS
MACRO ENVIRONMENT
FORCES THAT SHAPE THE OPPURTUNITIES AND POSE THREATS TO THE
COMPANY

4. NATURAL ENVIRONMENT
NATURAL RESOURCES ARE NEEDED AS THAT
ARE AFFECTED BY MARKETING ACTIVITIES.
AS RESOURCE BECOMES SCARCE THE PRICE
INCREASES.

5. PEOPLE ARE
TURNING ECO
FRIENDLY TODAY
IN ORDER TO SAVE
ENVIRONMENT

7. TECHNOLOGICAL
ENVIRONMENT

8. FORCES THAT CREATE NEW
TECHNOLOGIES, CREATE NEW
PRODUCTS AND MARKETING
OPPURTUNITIES

9. POLITICAL AND LEGAL
ENVIRONMENT

11. POLITICAL
ENVIRONMENT
LAWS , GOVERNMENTS , AGENCIES
AND PRESSURE GROUP INFLUENCE
AND LIMIT ORGANIZATIONAL AND
INDIVUALS IN A GIVEN SOCIETY

12. LEGAL ENVIRONMENT
PUBLIC POLICY TO GUIDE
COMMERCE – SETS OF LAWS AND
REGULATIONS THAT LIMIT
BUSINESS FOR THE GOOD OF
SOCIETY AT LARGE.

13. ECONOMIC ENVIRONMENT

14. FACTORS THAT AFFECT BUYING
POWER AND PATTERNS

15. DEMOGRAPHIC ENVIRONMENT

17. THE STUDY OF HUMAN POPULATION IN
TERMS OF SIZE , DENSITY, LOCATION,
AGE, GENDER,RACE, OCCUPATION
AND OTHER STATISCAL DATA

18. CULTURAL ENVIRONMENT

20. CONSISTS OF INSTITUTIONS AND
OTHER FORCES THAT AFFECT A
SOCIETY’S BASIC
VALUES,PERCEPTIONS AND
BEHAVIOUR

21. RURAL ENVIRONMENT

22. WHERE USUALLY PEOPLE LIVE
IN CLUSTERS AND AREN’T WELL
CONNECTED WITH MODERN
TECHNOLOGY

24. HOW DO WE INCORPORATE
MACRO ISSUES INTO
MARKETING STRATEGY?

25. WE NEED TO KNOW AND UNDERSTAND
THEM AND APPRECIATE THEIR
IMMEDIATE AND LONG TERM IMPACT
RECESSION AND BUYER BEHAVIOUR

27. WE NEED TO USE THEM TO OUR
ADVANTAGE
FOCUSSING ON NEW BLACK MIDDLE CLASS

29. NEED TO FIND WAYS OF TURNING
CHANGES TO OUR ADVANTAGE
RISE OF SECOND HAND SALES

31. NEED TO IDENTIFY TRENDS
WHICH ARE MACRO
ENVIRONMENTALLY DRIVEN
CONSUMER RISE TOWARDS ECOLOGY

33. THANK YOU
JEET PAREKH
@JEET_PAREKH
JEET.PAREKH.MIN14@IITBHU.AC.IN
IIT BHU
http://www.slideshare.net/professormathur111/scanning-
marketing-environment-fforecasting-demand-and-condcuting-
research3
http://www.slideshare.net/professormathur111/scanning-
marketing-environment-fforecasting-demand-and-condcuting-
research3

34. JEET PAREKH
Created by --
Indian Institute of Technology ,
Banaras Hindu University Varanasi
Linkedin :https://in.linkedin.com/pub/jeet-parekh/54/b10/51b
During an
Internship by --
Prof. Sameer Mathur
Indian Institute of Management ,
Lucknow
(www.IIMintenship.com)