Question 1: What does macro-environmental analysis include and what is its purpose? Macro-marketing environment refers to the main social forces that cause market opportunities and environmental threats to enterprise marketing activities. The purpose of analyzing the macro-marketing environment is to better understand the environment, adapt to the social environment and changes through corporate marketing efforts, and achieve corporate marketing goals. 1, population environment analysis 2, economic environment analysis 3, political and legal environment 4, social and cultural environment 5, natural environment analysis 6, scientific and technological environment analysis 7, other major events

Question 2: What are the macro-environment of marketing? Macro-environment analysis Macro-environment: Indirect marketing environment refers to a series of huge social forces and factors that affect enterprise marketing activities, including population, economy, politics and law, science and technology, social culture, natural ecology and competitive environment.

Question 3: What does the macro environment of an enterprise include? The so-called macro-environment of enterprises mainly includes six aspects: population environment, economic environment, natural environment, scientific and technological environment, political and legal environment and social and cultural environment.

I. Population environment

Population size and its growth rate

Geographical distribution of population

demographic/population composition

Family unit and family population

Population size and its growth rate: The total population of a country or region basically reflects the size of its consumer goods market, and generally indicates the demand for consumer goods necessary for life.

Geographical distribution of population: Geographical distribution refers to the population density in different areas. Market demand is closely related to the geographical distribution of population.

Population composition: population composition includes natural composition and social composition, the former such as gender structure and age structure; The latter such as ethnic composition, occupation composition, education level, etc.

Family unit and family population: how many family units there are after a region or a market is established, which is closely related to the demand for some household-based goods.

Second, the economic environment

The most important economic environment factor of an enterprise is the level of social purchasing power, but the purchasing power level is a comprehensive index and a function of a series of economic variables such as social and economic development level, industrial structure, wage level, consumption structure, price, savings, credit, taxation, employment level, etc. Therefore, in order to understand its economic environment, enterprises need to analyze the following three main economic factors: consumer income level, consumption expenditure pattern and consumption structure, consumption savings and consumption credit.

Consumer income level

Consumers' purchasing power comes from their income. The average level of a country's personal income is a comprehensive reflection of social and economic factors. Disposable personal income and disposable personal income are often used to analyze the income level of consumers.

Consumption expenditure pattern and consumption structure

With the change of consumers' income, consumers' consumption patterns will also change accordingly, and then the consumption structure of a country or region will also change. Some western economists often use Engel's coefficient to reflect this change.

"Engel coefficient = food expenditure \ total consumption expenditure"

Consumer savings and consumer credit

The purchasing power of consumers is also directly affected by savings and credit. When the income is fixed, the more savings, the smaller the actual consumption, but the greater the potential consumption; On the contrary, the less savings, the greater the actual consumption, but the smaller the potential consumption.

Consumer credit has the same effect on purchasing power. The so-called consumer credit means that consumers first obtain the right to use goods through credit, and then repay their loans on time to buy goods.

Third, the natural environment

From the perspective of marketing, the natural environment mainly refers to the natural factors that affect social production, including natural resources and ecological environment, and is the basic factor that affects the marketing activities of enterprises.

The development of the natural environment not only poses a serious threat to the survival and development of enterprises, but also forms a pattern in which market opportunities and challenges coexist.

Fourth, the technical environment.

Science and technology are the primary productive forces. The development of science and technology not only directly affects the internal production and operation of enterprises, but also affects related environmental factors, which will bring favorable or unfavorable effects to the marketing activities of enterprises. The emergence of any new technology will form a new industry, but at the same time, it will also make some products that use old technology suffer a merciless blow and even destroy an industry.

The changing characteristics of the current technical environment

The scope of new technologies and inventions is constantly expanding.

The theoretical results are transformed into products, and the product renewal cycle is greatly shortened.

R&D costs have increased significantly.

Verb (abbreviation for verb) political and legal environment

The political and legal environment of enterprise marketing includes political situation, economic policy and laws and regulations.

Political environment: refers to the external political situation of enterprise marketing, including the current international and domestic political situation and trend.

Economic policy: mainly refers to the national financial policy, commodity policy, price policy, labor wage policy, foreign trade and balance of payments policy related to enterprise marketing.

Laws and regulations: mainly refer to all kinds of laws, decrees and regulations related to enterprise marketing promulgated by national competent departments and local governments.

The purpose of commercial legislation

Protect competition and prevent unfair competition.

Protect the interests of consumers from infringement.

Protect the long-term interests of the public from infringement.

Social and cultural environment of intransitive verbs

Social and cultural environment is the sum of material wealth and spiritual wealth created by human beings in the process of social development, and it is the level of development and progress of human beings in creating social history. & gt

Question 4: What is macro and what is macro environment? Generally speaking, we usually call the science we study and grasp from the big aspect and the whole aspect as macro science, and this research method is called macro method. The science that is usually studied and grasped from small aspects and local aspects is called the macro world.

Macro marketing environment factors

1, population and environment analysis

2. Economic environment analysis

3. Analysis of political and legal environment

4. Analysis of social and cultural environment

5. Natural environment analysis

6, science and technology environment analysis

7. Other major events

Question 5: What does the macro-environment of marketing contain? The macro-environment of marketing refers to the external factors that cause the marketing opportunities of enterprise market and environmental threats. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables of enterprises. Microenvironment refers to all kinds of participants who are closely related to enterprises and directly affect their marketing ability, including enterprises themselves, marketing channel enterprises, customers, competitors and the public. Micro-environment directly affects and restricts the marketing activities of enterprises, and most of them have more or less economic ties with enterprises, also known as direct selling environment and working environment. Any enterprise, like a biological organism, always lives in a certain environment, and its marketing activities cannot be carried out in isolation from the surrounding environment. At the same time, we should also see that the marketing environment of enterprises is constantly changing, which is an uncontrollable factor for enterprises. Marketing activities should be based on the environment, and enterprises should actively adapt to the environment. However, enterprises can understand and predict environmental factors, not only actively adapt to and use the environment, but also influence the external environment through marketing efforts, making the environment conducive to the survival and development of enterprises and improving the effectiveness of enterprise marketing activities.

Question 6: What are the micro-environment and macro-environment of marketing? The macro-environment of marketing refers to the external factors that cause the market marketing opportunities and the environmental threat to enterprises. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables of enterprises. Microenvironment refers to all kinds of participants who are closely related to enterprises and directly affect their marketing ability, including enterprises themselves, marketing channel enterprises, customers, competitors and the public. Micro-environment directly affects and restricts the marketing activities of enterprises, and most of them have more or less economic ties with enterprises, also known as direct selling environment and working environment. Any enterprise, like a biological organism, always lives in a certain environment, and its marketing activities cannot be carried out in isolation from the surrounding environment. At the same time, we should also see that the marketing environment of enterprises is constantly changing, which is an uncontrollable factor for enterprises. Marketing activities should be based on the environment, and enterprises should actively adapt to the environment. However, enterprises can understand and predict environmental factors, not only actively adapt to and use the environment, but also influence the external environment through marketing efforts, making the environment conducive to the survival and development of enterprises and improving the effectiveness of enterprise marketing activities.

Question 7: What factors does the macro-marketing environment include? What are their characteristics? A: It includes population environment, economic environment, natural environment, technological environment, political environment, legal environment and cultural environment.

Population environment: population is the first element of the market. The population directly determines the market size and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also profoundly affect the market structure, thus affecting the marketing activities of enterprises.

Economic environment: Economic environment is the main environmental factor that affects the marketing activities of enterprises, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, expenditure and other factors, among which income factor and consumption structure have great influence on the marketing activities of enterprises.

Natural environment: Natural environment refers to various forms of material information provided by nature to human beings.

Political and legal environment: the legal and political environment is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment.

Social and cultural environment: Social and cultural environment refers to the sum of values, religious beliefs, customs and ethics that have been formed in a social form. Any enterprise is in a certain social and cultural environment, and its marketing activities are bound to be influenced and restricted by the social and cultural environment.

Question 8: What factors does the macro-environment of marketing include, and explain these factors? The macro-environment of marketing refers to the external factors that cause the market marketing opportunities and the environmental threat to enterprises. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables of enterprises.

The first population environment: population is the first element of the market. The population directly determines the market size and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also profoundly affect the market structure, thus affecting the marketing activities of enterprises. Enterprises should attach importance to the study of population environment, pay close attention to population characteristics and its development trend, and adjust marketing strategies in time to adapt to the changes of population environment.

The second economic environment: it is the main environmental factor that affects the marketing activities of enterprises, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, expenditure and other factors, among which income factor and consumption structure have great influence on the marketing activities of enterprises.

The third legal and political environment: it is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment. The political environment guides the direction of enterprise marketing activities, and the legal environment provides the code of conduct for enterprises. Politics and law are interrelated and jointly influence and act on the marketing activities of enterprises.

The fourth social and cultural environment: refers to the sum of values, religious beliefs, customs and habits, ethics and morality that have been formed under a social form. Any enterprise is in a certain social and cultural environment, and its marketing activities are bound to be influenced and restricted by the social and cultural environment. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different marketing strategies and organize different marketing activities according to different cultural environments.

Fifth natural environment: refers to various forms of material provided by nature to human beings, such as sunlight, air, water, forests, land and so on. With the progress of human society and the development of science and technology, all countries in the world have accelerated the process of industrialization, created rich material wealth and met the growing needs of the people. On the other hand, it faces problems such as resource shortage and environmental pollution. These problems are challenges to enterprise marketing. For marketing managers, they should pay attention to the changing trend of the natural environment, analyze the opportunities and threats of enterprise marketing, and formulate corresponding countermeasures.

Sixth scientific and technological environment: Science and technology is the most active factor in social productive forces, which affects the historical process of human society and all aspects of social life, especially the marketing activities of enterprises.

Question 9: What is the main information scope of market research? The information scope of market research can be considered from the following aspects: 1. Macro-environmental investigation The macro-environment is the external environment. The change of macro environment will obviously affect the change of market demand and the survival, development and marketing activities of enterprises. Therefore, enterprises must pay attention to the investigation of macro-environment, analyze the influence of macro-environment on enterprise management, and actively adapt to and even lead the changes of macro-environment. Macro-environmental investigation mainly includes the following aspects: ① investigation of political factors. Mainly to examine the political system, political situation, policies, laws and other factors to see how the political system of the target market is. Is the political situation stable? Is the policy continuous? In order to investigate the legal situation, enterprises should not only know the laws related to their own marketing activities, but also know the relevant laws that are being put forward, such as the proposed legislative bills on pricing, distribution channels, personnel promotion, advertising communication and so on. Enterprises investigating legal factors also require the ability to interpret legal provisions on the basis of understanding them. The content about political factors can be obtained from newspapers and magazines, as well as from field trips. ② Investigation of economic factors. It mainly investigates the economic situation, industrial and agricultural production, the reserve and development of natural resources and energy, the growth of gross national product and national income, the influence on the change of social purchasing power, the change of consumption structure, and the indicators of business cycle. Fully understanding this information is helpful to arrange the marketing activities of enterprises. ③ Investigation of scientific and technological factors. It examines the development, progress and application of science and technology in social life. ④ Investigation of physical and geographical factors. Refers to the investigation of the geographical location, climatic conditions, topography, transportation and other related natural geographical environment of the enterprise and the target market. ⑤ Investigation of social and cultural factors. It refers to the investigation of the social and cultural factors of the actual and potential target market, and the investigation of the occupation, education level, national characteristics, religious beliefs, moral concepts, customs, living habits and values of these residents. 2. Competitive situation survey The competitive situation survey includes the following contents: ① The nature of competitors. Enterprises should know which companies their competitors are and what kind of competition they belong to, whether they are willing competitors, general competitors, product form competitors or brand competitors. Enterprises should pay close attention to the latter two forms of competition and understand the number and scale of these competitors. ② Marketing factors of competitors. Enterprises should know the product variety, quantity and cost of competitors; Understand the price, profit, distribution channels and promotion methods of competitors; Understand the new trends of competitors in new product development and improvement of existing products. ③ Competitive strategies and means of competitors. Enterprises should understand the competitive strategies and means of competitors; Understand the marketing strategies of competitors; Understand the strengths and weaknesses of competitors; Understand the market share and changing trend of competitors; Understand the changes of competitors in the enterprise organization. 3. Market demand survey Market demand survey is to express the market demand of products by quantity through investigation, research and investigation. Enterprise market demand survey includes actual demand and potential demand survey. The former is easy to master, while the latter needs careful investigation. Potential market demand refers to the estimated total amount of a product that may be purchased from all enterprises in a certain period and region. The investigation of potential market demand can help enterprises to estimate how much marketing power (such as advertising and promotion power) should be invested in a specific market. Potential market demand can be predicted by various data, for example, by examining the consumption structure and its changing trend, the impact of macroeconomic policies on market demand, and the sales changes of competitors. 4. Consumer or user survey Consumer or user survey is to investigate consumers or users and their purchasing behavior. It mainly includes the following contents: population data (population and population development trend); If the purchaser of the products of this enterprise is an individual, information such as nationality, gender, age, occupation and education level should be investigated; If the buyer is an industrial user or other organization, it is necessary to investigate its credit status, scale and development prospect. The purchasing power of consumers (income level, consumption level and consumption structure); Consumer's willingness to buy (may buy, temporarily not buy or do not want to buy); Who are the main buyers, loyal buyers, decision makers, users, first-time users and non-first-time users of new products; Consumers' buying motives and habits, and whether buyers ... >>

Question 10: What does the macro-environmental analysis include? 1, population environment analysis 2, economic environment analysis 3, political and legal environment 4, social and cultural environment 5, natural environment analysis 6, scientific and technological environment analysis 7, other major events.