Marketing psychology should master those analytical methods

The main ones are: 1) traditional research methods, including product research methods, institutional research methods and functional research methods.

2) Historical research method, that is, the research method that analyzes and expounds marketing problems from the process of development and change.

3) Management research method, that is, the study of marketing issues from the perspective of management decision-making, is a research method adopted by Western marketing scholars and business circles after World War II.

4) Systems research method, which is a method that applies modern system theories and methods to marketing research.

Definition of Marketing:

1. As an economic activity and practical activity, "marketing" or "marketing" is the process in which an enterprise takes the needs of customers as the starting point, organizes various business activities in a planned manner, and provides customers with satisfactory goods and services to achieve corporate goals. It can be seen that it is not only a kind of promotion function of the enterprise, but also the channel and window for the enterprise to obtain benefits for the society.

2. As a science, it has been "marketing" or "marketing", that is, to identify and determine the needs of consumers or users from the perspective of the seller, and to make the goods or services provided to meet these needs, grasp the initiative of market competition, and achieve good economic benefits.

The characteristics of marketing: comprehensive and interdiscriminate, practical and applied, management and operational, basic and principled.

Definition of Marketing:

1. As an economic activity and practical activity, translated as "marketing" or "marketing", it is the process of organizing various business activities in a planned way to provide customers with satisfactory products and services to achieve corporate goals. It can be seen that it is not only a function of the enterprise, but also a channel and window for the enterprise to obtain benefits for the society.

2. As a science, it has been "marketing" or "marketing", that is, from the perspective of the seller, it is necessary to identify and determine the needs of consumers or users, and to make the goods or services provided to meet these needs, grasp the initiative of market competition, and achieve good economic benefits.

The characteristics of market cavity marketing: comprehensive and cross-cutting, practical and applied, management and operational, basic and principled.

Many external factors will affect the marketing activities of enterprises, such as different regions and different ethnic groups have their own characteristics in terms of food, clothing, housing, etc., and different characteristics will affect consumer needs and purchase behaviors. Jiaoguang International Management Consulting analyzes the marketing environment, so that everyone can better understand the characteristics of the marketing environment.

1. What is the marketing environment?

2. Macro environment.

3. Micro environment.

The marketing environment refers to the factors and forces that have to be controlled outside the marketing department of the enterprise, and these factors and forces are the external conditions that affect the marketing activities and goals of the enterprise. The marketing environment consists of a micro environment and a macro environment.

The macro marketing environment refers to the main social forces that cause market opportunities and environmental threats to the company, representing the uncontrollable variables of the enterprise, mainly including six environmental factors: population, economy, self-conscious environment, technology, politics and culture.

Population and environmental factors mainly include: population size, population growth, population structure, and geographical distribution density of population.

Literally, it is not difficult to understand the population and environmental factors, simply put, the number of people in a region, the speed of population growth, and the population structure (mainly including population age structure, gender structure, education structure, etc.), the density of population in different regions (such as China's southeast coastal area is densely populated, sales turnover is faster, and the corresponding economy will be better) will affect marketing activities.

The economic environment mainly includes: consumer income, consumer expenditure, price level, household savings, consumer credit, etc.

Particular attention should be paid to understanding the following concepts.

Personal disposable income = personal income - tax and non-tax burdens.

Personal disposable income = personal disposable income - expenses that are indispensable for the survival of the individual's family (rent, utilities, food, etc.).

Changes in consumer spending can be reflected in the Engel coefficient, which = percentage change in food expenditure and percentage change in income. The greater the share of food expenditure in total consumption, the greater the Engel coefficient and the lower the standard of living, and vice versa.

Microenvironment. The micro-environment refers to the various factors that are closely related to the company and can affect the company's ability to serve its customers, including the company itself, marketing agents, customers, competitors and the public.

The company's own environmental impact means that the marketing department must obtain the approval and support of the company's top management when developing and executing the marketing plan, and work with other departments to divide and collaborate.

Marketing intermediaries include: merchants, merchant intermediaries (such as wholesalers, retailers), intermediaries, auxiliary merchants (transportation companies, warehousing companies, etc. filial piety).

Although enterprise managers can analyze and understand the marketing environment, they can not get rid of the constraints of the environment, nor can they control the marketing environment, and enterprises can only study and adapt to it in order to reduce the blindness and mistakes of marketing decisions.