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2.2 Company’s Macro environment
A macro environment is a collection of conditions that prevail across the economy as a
whole, rather than in a specific industry or location. Trends in the gross domestic product
(GDP), inflation, employment, spending, and monetary and fiscal policy are all part of the
macro environment. In contrast to the performance of a single business sector, the macro-
environment is intimately tied to the general business cycle.
Table 2.3:Definition of Macro environment
What is Macro environment?
Macro environment It is an uncontrollable Macro environment
factors are bigger societal environment in which influences how a product
forces that affect the marketers have little is marketed as it affects
microenvironment of an or no influence. what is produced, how it
organization (Kotler and promote.
Armstrong, 2016)
Figure 2.2: Macro environment
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