This activity is important because microeconomic trends in terms of consumer income are important to marketing managers. Without the consumer’s ability to purchase a product, marketing exchange cannot occur. Ultimately, the consumer’s ability to buy products and services is related to consumer income.

Economic Forces

This activity is important because microeconomic trends in terms of consumer income are important to marketing managers. Without the consumer’s ability to purchase a product, marketing exchange cannot occur. Ultimately, the consumer’s ability to buy products and services is related to consumer income.


The goal of this exercise is to demonstrate your understanding of the components of consumer income: gross income, disposable income, and discretionary income.