The company and all the other actors operate in a larger macro environment of forces that shape opportunities and pose threats to the company.
Demographic Environment
Demography is the study of human populations in terms of size, density, location, age, gentler, race, occupation, and other statistics. The demographic environment is of considerable interest to marketers because it involves people, and people make up markets. Here, we discuss the most important demographic characteristics and trends in the largest world markets.
Population Size and Growth Trendy
In any geographic market, population size and growth trends can be used to gau£e its broad potential for a wide range of goods and services. We often refer to the United States. Japan and Europe as the 'triad' markets. The European Union (EU),
together with members of the European Free Trade Area (EFTA), has a population of around 370 million. With another 120 million from Eastern Europe and 280 million from the former USSR, the overall European market will be significantly larger than the North America Free Trade Area - the United States, Canada, and Mexico - with a population of 370 million and Japan with 128 million. Marketers also view China, with 1.2 billion people.
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