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2.7 GENERAL MACRO ENVIRONMENT
The general macro environment is also an external environment that remains completely beyond the
control of an organization. It mostly indicates the national-level environment and is exogenously given
to any marketer. Marketers have no direct interaction with the general macro environmental factors,
but their activities may be fl ourished or squeezed by the changes taken place in this environment. The
components of general macro environment of an organization are demographic environment, economic
environment, technological environment, socio-cultural environment, political environment, legal
environment and ecological environment.
2.7.1 Demographic Environment
Demography is the study ...