How do we define a "macroenvironment" in marketing? How do we define a "macroenvironment" in marketing? The larger forces that affect the microenvironment - demographic, economic, natural, technological, political and cultural Factors that affect consumer buying power and spending patterns The actors and forces outside marketing that affect marketing management's ability to build and maintain successful relationships with target customers Natural resources that are needed as inputs by marketers or that are affected by marketing activities