How the economy affect the marketing mix. Chan Nang Hin, Economic forces include factors that affect how much money individuals, their willingness to spend and businesses can spend and how they choose to spend it, such as income, prices, levels of saving, inflation rate, unemployment rate, levels of debt, availability of credit and distribution of income.

These factors have a great impact on potential customers, partners and the company itself. And rarely, yet recently, economic crises. A crisis represents “a low probability, high impact situation that is perceived by critical stakeholders to threaten the viability of the organisation” (Peason and Clair 1998, p.66). The devastating effect of crises, may result in destroying businesses, some being suppliers and partners of other companies, it could start a chain reaction of dependent firms closing down. This potential threat makes it vital for managers to understand, prevent and minimize the potential threat of such economic issues.

The marketing department may seem to have little to do with preventing damage of economic crisis but, in fact, there's plenty of strategies that may help.
For example, the marketer's choice of target market can be customized to target customers with inelastic demand fluctuations. People with high saving, high income and wealth. These people are less likely to be affected by the economic environment.
The choice to produce products with less elastic demand changes, for example, clothes, food, everyday needs can ensure the company's safety and income during economic downturns.
Promotion, will primarily be based on which target market is targeted, partners and suppliers are also attracted by these advertisements, so choosing the promote the right messages may attract the more financially prepared suppliers and therefore, minimizing the threat of suppliers closing down in