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A change in customer needs will impact upon the organisation's ability to serve its customers. This means that marketers have to be knowledgeable about what is happening in the external environment, or macro environment.
Beyond the organisations that immediately influence a company's operations lies the macro environment. This consists of the larger social and international forces that affect the society within which a company operates. There is little a company can do to manage these powerful macro environmental forces, so it is important that marketers understand the macro environmental factors that affect products and services in order to devise the optimal marketing strategy to cope with these conditions...
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