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QUESTION No. 1 Discuss the macro environmental influences on Sunshine Apples. The organisation's macro-environment consists of six major forces that shape opportunities and pose threats to the organisation: demographic, economic natural, technological, political and social cultural (Kotler et al., 2001). These factors are less controllable by an organisation but affect the consumer's needs as well as the marketing manager's decisions over the marketing mix variables. Therefore, Sunshine Apples must monitor the macro-environment. In the monitoring of the …

…on this situation, Sunshine Apples should also aware how to maintain the long term relationship with the consumers (Customer Relationship Management). In addition, we should also consider the physiological factors, such as motivation which influence to seek satisfaction of family needs; perception which can interpret family members; learning which can change family behavior from their experiences; belief and attitude which resulting consistent evaluation, feelings and tendencies towards an object or an idea (Kotler et al., 2001).