The macro-environment is those external forces and factors which are not controlled by a company that affects its development. This macro-environment are; Demographic, economic, technological, and political environments. In demography, the population of human considering their location, gender, occupation, race, size and other statistics is discussed. For example, lower-income people may prefer buying discount products; thus, for a company to succeed, the population should be divided into different market segments. Economic environments are macro factors such as wealth, income level and nature of the economy that affect the buying power of consumers and their spending. A change in customers buying pattern leads to a change in buying and spending behaviour. Technological factors affect marketing in a way that a change in technology leads to opportunities such as improvement of products and creation of new products which will expand markets and increase profits. Political environments such as public policies, actions by government, and government legislation affect marketing whereby marketers pay a lot of attention to judge how actions by the government affect their company.
The first strategy to encourage customers is by celebrating the most loyal ones in social media by making them feel special for their support. The second is repeating business programs with rewards and keep giving your customers a reason to come back.
Reference
Mkalama, R. N. (2014). Top management demographics, strategic decision making, macro-environment and performance of Kenyan state corporations (Doctoral dissertation, University of Nairobi).