| ECONOMIC ENVIRONMENT
Markets require beyond people and purchasing power, that is money in any available form. Managers need to know and forecast economic figures if they want to survive. The fact is that no matter the size of the business it is essential to deal with simple economic terms such as interest rates and inflation up to more «difficult» macroeconomic figures such as :
Changes in income. Inflation, unemployment rates, taxes, salary increases affect the consumer income. As economic conditions improve consumers spend more.
Changes in income are affected from other reasons. The credit card increasing use lead to more spending sometimes with out the necessary money being available.
Marketers have to pay attention to income distribution across the market segments. Classifications for this issue contain :
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