Recession is characterized by a decrease in the rate of growth of the economy. Unemployment rises and consumer buying power declines. Recession tends to occur after periods of prosperity and inflation. During a recession, consumers' spending power is low, as they are busy paying off debts incurred through credit purchases during more prosperous time. During recessions, marketing opportunities are reduced. Because of reduced buying power, consumers become more cautious, seeking products that are more basic and functional.
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Home » Core Concepts of Marketing » EXTERNAL CONSIDERATIONS IN MARKETING » EXTERNAL FACTORS THAT AFFECT PLANNING » Economic/Political Issues » The Business Cycle
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