The PEST + D + N framework and marketing planning The PEST + D + N framework is a basis on which marketing can begin as the parties will have a effect on any outcome. The political, economic, social, technological, demographic and natural environments are the influences that, individually or together, will have to be taken into consideration when marketing a product. This is aptly demonstrated by Applbaum (1998, pp.324) when he states “The implicit theory of needs and wants that underlies and informs market activities.” Here he is saying that the information needed to market a product comes from the needs and wants of the consumer. Political influences come directly from the government. This may be local, state, or federal government or supervisory power. The rules and regulations about how businesses treat consumers, and the expectations and rights of both businesses and consumers, are set by the government. In Australia we have what is called the Trade Practices Act 1974, this is a creation of parliament to implement fair trading practices to protect both consumers and businesses, below is an extract from the Trade Practices Act relating to businesses and how could it not influence the market by monopolizing the market. Abuse of market power: A company with a substantial degree of market power is prohibited from taking advantage of that power for the purpose of eliminating or harming an actual or potential competitor, preventing the entry of any person into any market, or deterring or prevent a person from engaging in competitive conduct in any market. (Australian Government, Trade Practices Act 1974, Section 3A) Economic factors come from both sides of the fence. On one side are businesses with concerns about profit margins and cost effectiveness. How much will a product cost to produce and will it be easily accessible to many consumers? Palmer (1992) states that it is the responsibility of governments to maintain the macroeconomic environment in order to manipulate the economy. On the other side of the fence are consumers who have disposable income and the need to spend it, which helps maintain the economy. Social and demographic environments appear to be synchronous with each other, as social needs reflect the demographics of an area. and vice versa. For example, an inland mining town will not need 200 clothing stores because the population will be predominantly male. Where, for example, in the social context of any large city, those shops will be a necessary part of the community.