Chapter 5 Chapter 3 Marketing Macro Environment That Cannot Be Ignored

The macroenvironment includes larger, socially related forces that affect the overall macroenvironment.The six forces that constitute the macro-environment of an enterprise include population, economy, nature, technology, politics, and culture.These forces can create opportunities or pose threats to businesses. In the market environment, the macro marketing environment cannot be ignored. Although the macro environment cannot directly determine the benefits of the enterprise, it will be of great help to the development direction and goals of the enterprise.The development of an enterprise must be carried out in the macro environment of marketing.The purpose of analyzing the macro marketing environment is to better understand the environment, adapt to changes in the social environment through corporate marketing efforts, and achieve corporate marketing goals.

The development and changes of the macro environment will not only create favorable conditions and development opportunities for enterprises, but also bring unfavorable factors and even environmental threats to the survival and development of enterprises. Enterprises must pay close attention to the development and changes of the macro environment, and pay attention to strategically Be adaptable with it. Anxi is the hometown of oolong tea.At present, there are 300,000 mu of tea gardens in the county.The main tea tree varieties are Tieguanyin, Huangjingui, Maoxie, Meizhan, Benshan and so on.The output of Anxi oolong tea accounts for one-third of the total output of oolong tea in Fujian Province and one-fourth of the total output of oolong tea in China.Why Anxi Oolong Tea has been thriving in recent years, developed by leaps and bounds, and maintained a long-lasting prosperity, perhaps the answer will be found by analyzing the macro environment of its marketing.

Since different age groups have different needs and preferences, and as the population increases, the structure tends to age and the average life expectancy increases, Anxi tea companies segment the target market for different age groups, and decide according to the company's own conditions The key object of the enterprise's target tea market development; at the same time in my country, with the acceleration of urbanization, the mobility of the population is strengthened, the pace of people's life is accelerated, and the unique culture of tea has become the lubricant of people's life. Anxi's tea enterprises grasp Taking advantage of this great opportunity, it implemented a strong marketing strategy for this group.

Along with global economic integration and internationalization of business operations, Anxi tea companies have also begun to go abroad, actively participate in international market competition, implement transnational operations, and formulate corresponding marketing strategies.Coupled with the unique natural environment of Anxi, it is very conducive to the growth of oolong tea.In addition, although it has become a trend for tea importing countries to formulate strict inspection standards for pesticide residues, the quality of Anxi tea has improved year after year after effective rectification.In recent years, the pass rate of Anxi tea exports can reach 100% after sampling inspection.In terms of health care, culture, and craftsmanship, Anxi tea has also formed its own unique advantages.Anxi tea has made good use of these macro-environmental factors, which has promoted the success of Anxi oolong tea's marketing strategy.

Anxi Tea has fully considered various factors of the macro-marketing environment, made use of them, and worked out favorable strategies adapted to them, thus forming its own core competitiveness and achieving overall success in the market.Of course, the macro environment is a factor that companies cannot directly control, or even control.At the same time, the impact of macro-environmental factors on enterprises is also indirect, so it is also called indirect marketing environment. Since the macro environment is difficult to change, when facing the macro environment, enterprises must first analyze it, analyze the characteristics and changes of various factors in it, so as to adjust some internal mismatches, and then Take corresponding adjustment measures, such as re-segmenting the market, introducing technology, implementing promotional measures, etc., all of which are to adapt to changes in the marketing macro environment, and at the same time continuously revise marketing strategies and goals, making all aspects of marketing strategies more effective. flexibility. "Know yourself and know your enemy, and you will be victorious in all battles." A deep understanding of the macro environment in which an enterprise is located is the first step that an enterprise must take if it wants to obtain sustainable viability.

Marketing is interested in demography because it involves people, and markets are made up of people.The world's large and diverse population presents both opportunities and challenges.Therefore, marketers are always paying attention to the changes and development of the population in the domestic and foreign markets.They tracked age and family structure, demographic changes in geography, educational attainment and population diversity. The population directly determines the market size and potential capacity, and factors such as the population's gender, age, ethnicity, marital status, occupation, and residential distribution will also have a profound impact on the market structure, which will affect the company's marketing activities.Therefore, enterprises need to pay attention to the research on the population environment, pay close attention to the characteristics of the population and its development trends, so that they can adjust their marketing strategies in time to adapt to the changes in the population environment.

In marketing textbooks, the analysis of the population environment can be roughly divided into three parts - population analysis, population structure analysis and population distribution analysis.In recent years, the world population has grown at an explosive rate, and the current world population has reached more than 6 billion.The large population and rapid growth have a great impact on business.People are the main body of market demand, which also means that market demand will also explode explosively with population growth.In addition, the aging population structure and some characteristics of regional distribution are all factors that enterprises have to consider in marketing activities.

German Volkswagen attaches great importance to the analysis of demographic and environmental factors to fully tap the market.Volkswagen's target market for disabled people who like to travel is a good example.For example, the company once launched a special marketing campaign for European passenger cars.The campaign touts the European coach as being characterized by oversized doors, tall roofs and roominess.These features allow Eurocoach to accommodate most wheelchair escalators and bring more enjoyment to road trips for those traditionally overlooked by mainstream automakers.In order to make Eurobus more acceptable to more people, Volkswagen implemented its "Mobile Acceptance Plan".Disabled drivers who buy or lease any VW product can take advantage of shopping assistance worth $1,500 in improvements, such as hand controls and wheelchair escalators.Germany's Volkswagen has even revised its catchy slogan "What Drivers Want" to appeal to disabled motorcyclists, creating the new tagline "All Drivers Want".

To further encourage the disabled community to get out of the house, Volkswagen and the American Association of People with Disabilities co-sponsored the ADA Spirit of the Torch Relay.The 24-city tour celebrates the 10th anniversary of the Americans with Disabilities Act.The relay race coincides with a country parade that offers consumers the opportunity to see refurbished European coaches at local dealers.The parade gave people with disabilities who needed hand controls and escalators a chance to test drive.Volkswagen's website concludes, "We build cars for people who like to drive. And for people who use wheelchairs too."

Volkswagen's exploration of the needs of the disabled group is a successful application of population environment analysis.The crowd is the end point of the circulation of goods and services. Changes in their number, structure, and even living environment will indirectly affect their consumption needs, which will force companies to make corresponding changes in their marketing activities, otherwise they will face being eliminated. risk. The analysis of the population environment is not just a simple statistical analysis of data such as quantity, density, distribution, age, gender, etc., but the most important thing is to be able to find potential opportunities from these data information in combination with the characteristics of the enterprise itself.Volkswagen has seized the opportunity that there is a large demand for tourist driving among the disabled. It has not only developed products that can well meet the demand, but also successfully used some marketing methods to pioneer the occupation of this market.

The consumer group is the service object of the enterprise. The so-called "customer is God", if you don't know the preferences of "God", as well as the current situation and future trends, how can you win his favor? Purchasing power is as important to the market as people.The economic environment includes those factors that affect the purchasing power and consumption patterns of customers.Income levels and income distribution are different in each country.Some countries are self-sufficient economies—both industrial and agricultural.These countries offer few market opportunities.At the other extreme is an industrialized economy, where there is a large market for a wide variety of products.Marketers must pay close attention to changes in customer consumption patterns in domestic and foreign markets. The economic environment is the main environmental factor that affects the marketing activities of enterprises. It includes factors such as income factors, consumer spending, industrial structure, economic growth rate, money supply, bank interest rates, government expenditures, etc. Among them, income factors and consumption structures have an impact on corporate marketing activities. larger.In fact, we can attribute all factors that can affect consumer purchasing behavior to economic environment, which is characterized by prompting consumers to pay more attention to value and constantly changing consumption patterns. It can be seen that the changes in the above-mentioned economic variables will directly affect the consumption behavior of consumers. For example, if the income of consumers decreases, the portion of disposable income will decrease, which will inevitably reduce the consumption of non-essential goods, thus affecting the market. demand; in addition, if the bank interest rate rises, everyone will tend to save money in the bank to obtain higher deposit interest. Under the condition that other factors remain unchanged, this behavior will inevitably lead to a reduction in some people’s consumption, which will also lead to Will affect the relevant market demand.Enterprises should predict the changes of these variables through observation and analysis, and judge the impact they will have on the marketing activities of the enterprise, so as to make timely adjustments to deal with them. The level of development of the national economy determines the size of the social purchasing power, and the size of the social purchasing power plays a restrictive role in the electricity marketing.The overall macroeconomic growth of Yulin area is rapid. At the end of 2006, the total GDP was 42.199 billion yuan, an increase of 197% compared with 2001.From the point of view of industrial structure, the secondary and tertiary industries with large demand for electricity in Yulin grew rapidly. 2.08 times. In 2001, the electricity consumption of Yulin's secondary and tertiary industries was 1.651 billion kwh, and in 2006 it was 2.921 billion kwh, an increase of 1.77 times.Therefore, it can be predicted that the secondary and tertiary industries in Yulin still have a large room for growth, which not only provides a good economic environment for electric power companies to explore the market, but also the electricity sales will continue to rise. In addition, the income of urban and rural residents in Yulin has shown a steady growth trend since 2001, and the growth rate is relatively fast. In 2006, the income of urban residents exceeded 10,000 yuan for the first time.The increase of residents' income means the improvement of living standards, and the demand for electricity commodities also increases accordingly. Consumer spending is mainly affected by income. As income changes, consumer spending patterns, that is, consumption structures, will also change accordingly.According to statistics from relevant departments, the Engel coefficient of urban and rural residents in Yulin showed a downward trend from 2001 to 2006, indicating that people's living standards have generally improved, which indicates an increase in demand for electricity. Strategy matters. The power demand in Yulin area will be affected by economic factors such as the level of economic development in the area, residents' income, income and expenditure patterns, so its power sector needs to make changes in supply and supply structure to meet power demand according to changes in these factors.It can be seen that the analysis of the economic environment is a very important aspect in the macro marketing environment of the enterprise, which will have a comprehensive impact on the enterprise. The economic environment is more dynamic because the economy is always changing.Moreover, changes in economic environmental factors have a more direct impact on the market and a shorter timeliness, so the effect will be more obvious.In addition, changes in the economic environment will not only affect the marketing activities of the enterprise, but also have a far-reaching impact on other activities of the enterprise.For example, when the economy is depressed, it is difficult for enterprises to raise funds in the capital market, and some capital investments will also face greater risks, which will seriously affect the financial activities of enterprises. It can be seen that the economic environment is a very special macro-marketing environment for enterprises. Since it has an all-round impact on enterprise activities, and there are many factors and variables, changes in each variable may have different changes in the market. It also means that there are generally various ways to relieve the difficulties brought about by the economic environment.A recession doesn't necessarily shut down businesses, just as a boom doesn't necessarily lead to an undersupplied market.Changes in the economic environment often bring opportunities. In the face of a complex economic environment, enterprises must be fully prepared. "Opportunities are always reserved for those who are prepared." Changes in the natural environment and changes in people's environmental views are undoubtedly an environmental threat to those industries and enterprises that cause pollution, use resources in traditional ways, and overuse and develop natural resources. Under the pressure of public opinion and the government's Under intervention, they have to take certain measures to control pollution or divert investment.On the other hand, this trend also gives good opportunities for the development of industries and enterprises such as pollution control and research and development of new non-polluting packaging materials. The natural environment is the most basic activity space and material source for human beings. It can be said that the history of human development is the history of the development of the relationship between man and nature.Changes in the natural environment are closely related to human activities.With the continuous progress of human society and the rapid development of science and technology, all countries in the world have accelerated the process of industrialization. On the one hand, they have created rich material wealth to meet the growing needs of people; Environmental pollution and other issues. Without survival, there can be no development. Faced with the threat of the natural environment, countries around the world have begun to pay attention to the impact of economic development on the natural environment. Many environmental protection organizations have been established to urge the national government to strengthen environmental protection legislation and pass laws and regulations to limit the impact of enterprises on the natural environment. damage to the environment.These policies and regulations are undoubtedly a challenge to the marketing activities of enterprises. The United States established the Environmental Protection Agency in 1970, which is responsible for formulating and implementing standards on pollution and conducting research on pollution.Companies doing business in the United States will be subject to strong restrictions from the government and environmental groups.Rather than fighting this regulation, companies should help develop solutions to the raw material and energy shortages facing the world. Concern for the natural environment has fueled the so-called green movement.Today, some enlightened companies are going beyond government mandates and are developing environmentally sustainable strategies and practices in an effort to create a world economy that the planet can sustain without limit.They respond to consumer demands with eco-friendly products, recyclable or biodegradable packaging, more effective pollution control systems, and more energy-efficient operations. 3M has implemented an anti-pollution incentive program that has resulted in significant reductions in pollution and costs. AT&T uses a special software facility to select the least hazardous materials, reduce hazardous waste, reduce energy use and increase product recycling efficiency in its operations.McDonald's has phased out polystyrene cartons and is now switching to smaller, recyclable paper packaging and napkins.Dixon-Ticonderoga, which developed the first generation of pencils in the United States, went on to develop Prang crayons made from soybeans instead of paraffin, a by-product of the oil refining industry.Soy is a renewable energy source that produces brighter, richer, and smoother-textured products.More and more companies are beginning to realize the relationship between a healthy economy and a healthy ecology. It can be seen from the case that in the United States, both in terms of legislation and the company itself, they attach great importance to the protection of the natural environment.The development and changes of the natural environment will bring market opportunities to enterprises, and may also pose threats.As a marketing staff of an enterprise, it is necessary to pay full attention to the natural environment and judge the pros and cons of changes in the natural environment for the enterprise. Usually, the analysis on the natural environment includes three aspects: one is the supply of raw materials, such as shortage or excess, more attention should be paid to non-renewable resources, and now even many renewable resources are also facing shortage problems, such as water resources, etc.; the second is The pollution caused by the environment, the industry will almost always cause damage to the natural environment, which will bring pressure to the enterprise, if it is not handled properly, it will even cause a public relations crisis; the last point is the relevant policies and regulations issued by the government. Once the enterprise violates, not only Suffering government penalties and damaging the public image will have a huge impact on the company's marketing activities. Obviously, environmental issues have attracted more and more attention. The "World Climate Conference" held in Copenhagen this year was attended by leaders from all over the world. The environmental issues of the earth have become the most concerned topic in the world.Of course, regardless of factors such as laws and regulations, responsibilities, and morality, it is also necessary for the sustainable development of enterprises to simply stand on the enterprise's own point of view, pay attention to the natural environment, and adopt active policies that are conducive to the harmonious development of enterprises and the environment. indispensable. The technological environment may be the most dramatic factor currently shaping the fate of humanity.Science and technology have produced wonders like antibiotics, organ transplants, laptop computers, and the Internet, but also horrors like atomic bombs, chemical weapons, and assault guns.It also brought some mixed things, like cars, televisions, and credit cards.Our attitude toward technology depends on whether we are more impressed by its wonders or its mistakes. The development of science and technology has contributed a lot to economic development.It can be said that almost everything we come into contact with is related to technology.For example, the materials used in drinking water cups and the purification process of drinking water, not to mention the computers we use in our daily offices. For enterprises, the analysis of technological environment is extremely important.New technologies can create new markets and opportunities. However, the birth of each new technology often means that old technologies will be eliminated. For example, the emergence of color TV sets gradually eliminated the black and white TV market.If an enterprise cannot keep up with the pace of scientific and technological progress, it will find that its products are outdated, and at the same time it will lose some new market opportunities, so that its market competitiveness will be greatly weakened.On the contrary, if enterprises pay attention to the development and changes of the technological environment and take timely actions, they can continue to benefit from technological progress. Although the automobile industry in Anhui Province has developed substantially under the attention and leadership of the provincial party committee and the provincial government, three large-scale enterprises, Chery, JAC and Xingma, have also formed.But the technical environment of Anhui's automobile industry is not good, and the status quo is mediocre. First of all, Anhui's auto industry has few existing technological achievements.Although Chery and JAC have considerable research and development capabilities and have independently developed a number of auto parts including engines, axles, and chassis, there is still a big gap compared with domestic and international famous auto companies, and key technologies still mainly rely on import.From the number of automobile patents in Anhui, although the number of patents is increasing year by year, invention patents have only accounted for a relatively small proportion, while exterior designs have always accounted for more than 50%.Secondly, the production equipment is backward and the quality of employees is generally not high.Most of the equipment currently used in my country's automobile industry was manufactured in the 1950s and 1960s. Even large national enterprises such as Dongfeng and SAIC own only 20% to 30% of the machinery and equipment in the 1980s. There are fewer and new actual levels, and there is a big gap between the process testing level and the international advanced level.The technology and equipment of Anhui's automobile industry has a certain gap compared with those of these large domestic automobile companies, and even a huge gap compared with the international level. In addition, there are also deficiencies in technology input.The number of research and development institutions is small, and the proportion and amount of research and development funds need to be improved. From the perspective of the number and quality of research and development personnel in research institutions, the research structure and technical personnel of Anhui's automobile industry are seriously insufficient.From the comparison of human resource differences between Anhui Chery Automobile Engineering Research Institute and Dongfeng Automobile Engineering Research Institute of Dongfeng Motor, it can be found that there is a considerable shortage of high-quality technical R&D personnel.Through the analysis of the technical environment, it can be seen that the development of the automobile industry in Anhui has a long way to go. Few technological achievements, weak research and development capabilities, and insufficient investment in technological reform have severely restricted the development of Anhui's auto industry. In the final analysis, this is a manifestation of failure to pay sufficient attention to the technological environment.Modern science and technology are advancing by leaps and bounds, and the impact of technological development on corporate marketing activities is manifested in many aspects. New technologies will bring new market opportunities and promote the adjustment of social and economic structures. Similarly, new technologies will also promote changes in consumer purchasing behavior. For example, the emergence of automobiles will reduce people's demand for buses, subways and even trains.In addition, the development of science and technology will also make new products emerge continuously, and the life cycle of products will be significantly shortened, which requires enterprises to pay attention to the development of new products and accelerate product replacement. The technological environment is a "double-edged sword" and an important force that promotes the process of survival of the fittest in the market.Only by paying attention to technology and reasonably analyzing the changing trend of the technological environment can we achieve advantages and avoid disadvantages, and provide correct guidance for the company's marketing activities. A company's marketing decisions are largely influenced by the political and legal environment.Law is a powerful form that fully embodies political rule. Government departments use legislation and various regulations to express their will and control the behavior of enterprises.The political and legal environment consists of laws, government agencies, and pressure groups that have influence and constraints on various organizations and individuals in society. In recent years, countries around the world have fully realized the importance of establishing a sound legal system. Even loyal supporters of a free market economy admit that proper legal supervision will be more conducive to the development of the market.In the United States, which has a very high degree of market freedom, its relevant legal system is very comprehensive, covering many fields, such as competition, fair trade practices, environmental protection, product safety, advertising and packaging and other important fields. Of course, the original intention of the legislation of relevant departments is to protect the company, regulate its competitive market, prevent unfair competition, and create a good market environment; the second is to protect consumers from unfair business practices, such as some Counterfeit and shoddy products, fraudulent advertisements and prices, etc.; finally, the overall interests of the society must be protected. Some unrestrained commercial behaviors often infringe on social interests. Legislation can ensure that enterprises take responsibility for the social impact caused by their actions.However, relevant laws and regulations are unlikely to take into account all possible market disadvantages, and there may even be problems in implementation. Therefore, social norms and professional ethics must be able to impose constraints on enterprises. Avon, the world's largest direct seller of cosmetics and beauty products, has in recent years sponsored programs aimed at raising national and global awareness of breast cancer, an issue that revolves around its target demographic, women.Avon's Breast Cancer Awareness Campaign in the U.S. raises funds for programs that provide education and early cancer screening services to women, especially low-income, minority and older women.The company sells products featuring pink ribbons through 450,000 reps, then donates the proceeds to nonprofit and university-based programs.Avon touts these efforts in its bimonthly sales brochure, which it sells to 15 million U.S. customers, and on its Web site.In addition, the company's famous face-to-face sales force was also introduced in detail in this publicity, which made the event feel familiar. "In the U.S. and in all the other countries where Avon does business, our intent is the same: whether Avon is a place to buy a product, start your own business, raise a health need Where we are, (still) acting as advocates on behalf of women's health, we are working hard to position Avon as a company for women." Avon's public welfare marketing method is also a manifestation of moral constraints on the enterprise and a supplement to the influence of the political and legal environment. It not only makes selfless contributions to the society, but also wins market reputation for itself.Parallel with moral constraints is the political and legal environment, which covers a country or region's political system, system, policies, laws and regulations, and many other aspects.The so-called do as the Romans do, for enterprises, it is necessary to have a deep understanding of the political and legal environment in which they are located. The political environment is direct, unpredictable and irreversible. Once it affects the enterprise, it will often cause rapid and obvious changes, which is difficult for the enterprise to control.Such as war, political turmoil, etc.In contrast, the legal environment requires a lot of rules to follow. Relevant laws and regulations are public and need to be followed by enterprises. However, the changing trends also need to be paid attention to and judged through analysis. An excellent enterprise not only abides by laws and regulations, but also makes full use of the opportunities brought about by changes in the political and legal environment, and even looks for good opportunities in terms of social morality that matches the political and legal environment.For example, Avon in the example, starting from raising breast cancer awareness, implements public service marketing to enhance its public image.Opportunity is reserved for those who are prepared, but also for those who find it first. Social culture profoundly affects people's lifestyle and behavior patterns.Any desire and purchase behavior of consumers are deeply imprinted with cultural imprints. For example, Chinese New Year and Westerners’ Christmas are consumption peaks with two different cultural backgrounds. Different festival customs make their festival consumption Each has its own characteristics.On the other hand, marketers themselves are also deeply influenced by culture, showing different business habits and styles. The social and cultural environment includes factors such as the social structure, customs, beliefs and values, behavioral norms, lifestyles, cultural traditions, population size and geographical distribution of the area where the enterprise is located.Social culture can also be said to be the sum of the behavioral characteristics formed by all members of a society for a long time, and each country or region has formed its own social and cultural characteristics.For example, most Americans believe in work, marriage, charity and honesty, etc. These beliefs also shape their daily life and behavior attitudes. Similarly, social culture also reflects the degree of social civilization of a country or region.The level of education in social culture has a great impact on corporate marketing research, target market selection and distribution methods.In addition, values ​​also have an important impact on consumers' consumption needs and purchasing behaviors. Facing consumers with different values, companies must adopt different marketing strategies.In addition, consumption customs, religious beliefs, etc. are also social and cultural environmental factors that enterprises have to consider. The promotional advertisement of California raisins in Taiwan is a successful example.Before the advertisement was published, the advertiser conducted a market survey and found that raisins are only a snack for children in Taiwan, and they seem to have no close relationship with adults, and this has formed a concept that for children However, eating raisins is not universal and regular.Therefore, the focus of advertising is determined to induce consumers, educate consumers to eat raisins frequently, and make raisins and people have a close relationship.To this end, advertisers use the method of printing recipes and giving samples.A culinary expert was invited to study 20 ways to eat, printed in color, and printed into very delicate recipes, which were distributed to consumers from all walks of life. The recipes included 11 dishes with raisins and 9 kinds of snacks.For each dish and each dim sum, there are detailed instructions.And designed a small box packaging, as a gift, in the food department of each department store, presented to customers.The cookbooks, the little box giveaways, are pretty well designed.Sales of the raisins also increased five-fold in department stores when the small box gave away nearly 100,000 boxes. This is to familiarize yourself with the market environment and cultural environment in advance, understand the key points of advertising, and use your kung fu wisely.Advertising needs to spend a lot of money, but it must be spent wisely in order to achieve twice the result with half the effort. Before California raisins entered Taiwan, if the local consumption customs were not investigated, then the raisins may still be only a snack for children, and it would be difficult for them to enter the mainstream of household consumption in Taiwan.Consumption customs are part of social culture, and social culture is a concept that covers a very wide range. Among them, the concept culture with values ​​as the core is the deepest core culture, which has a high degree of continuity and will not change easily. Therefore, marketers should analyze which levels of cultural factors will be involved in their marketing activities, so as to flexibly adopt corresponding strategies.In addition, within each culture, there are several subcultural groups, that is, those human groups with common living experience or living environment. The study of subcultural groups is even more important. According to their needs and consumption behavior, the It is divided into target markets with different characteristics, which makes it easier to carry out precise marketing. The social and cultural environment is an environmental factor that has been accumulated for a long time, and it is difficult for the company to change it by itself. What is worse is that the analysis of the social and cultural environment is often easily ignored by the company, and the result is always "disastrous failure". And return."Therefore, getting familiar with and adapting to the social and cultural environment of the region where the market is located is the first work that every enterprise must earnestly complete, not to mention that there are often some business opportunities hidden in these social cultures!