What are the economic factors that influence marketing activities of a firm?

The economy always has an impact on marketing--whether it is weak or strong. Interestingly, marketers may be affected positively or negatively by a strong or weak economy. Making lemons out of lemonade can benefit certain types of businesses in a weak economy--a strong economy can be negative for others. The bottom line: it pays to understand the market and the effect the economy will have on them.