Age and ethnic restaurant visiting frequency - Theseus

13tion companies marketing decisions are considered citizen-action publics. Local publicsinclude neighborhood residents and community organizations. An organizationshould appointment a community relations officer to deal with the community. Generalpublic attitude toward the products affect its buying. Workers, managers, volunteers,and the board of directors are in internal public group. (Fill, 2009, 567-569)2.1.2. The Macro – environmentThe company and all the other connected actors operate in a larger macro environmentthat shapes opportunities and threats to the company. Macro environmentalfactors may be invisible or away far from the company when compared to the microenvironment. Forces of macro environments are not within the control of the company.Company cannot change the position of macro environmental forces or affectthem but instead, companies should prepare themselves to adapt according to theseforces. (Armstrong & Kotler, 2011, 98)Major forces in the company’s macro environment are listed as follows demographic,economic, natural, technological, political & social and cultural.Changes in demographics mean changes in the market structure and size, which inturn require changes in marketing strategy. Demography is the study of human. Itincludes several variables like the size of the population, density of the population,location, gender, race, occupation etc. Population growth can produce both opportunitiesand challenges to the business organization as they change the market. Marketersneed to be familiar with the changes of demographic trends in the market.Changing ages and family structures, geographic population shifts, educational characteristicsand population diversity could change buying behavior. These demographictrends need to be identified and monitor in order to make best out of the opportunitiescreated or minimize the threats it poses to business. (Armstrong & Kotler, 2011,98)Factors that affect consumer buying power and spending patterns are economicenvironment. The economic environment consists of factors that affect consumerpurchasing power and spending. Market is composed up of people with willingness tobuy backed up with buying power. Companies need to understand the trends ineconomy and spending patterns of people. Economics strength depends upon twoimportant factors: per capita income as per GDP and size of population. Further, dis-