市场营销学论述题（Topics in marketing）.docVIP

市场营销学论述题（Topics in marketing） The marketing environment and the marketing activities of the L, the marketing environment is the external factors can be controlled and the forces associated with the marketing activities of enterprises, is the enterprise survival and development of the external conditions. 2, on the one hand, the marketing activities depend on the environment can be normal, which is reflected in: marketing managers can control most of the enterprise marketing activities, but must pay attention to the impact of marketing decisions on the environment, small environment beyond the limit; marketing managers can analyze and understand the marketing opportunities, but unable to control the changes of all favorable factors, but can not effectively control the relationship between mountain competitors; marketing decision and the environment is complex and changeable, marketing managers can not grasp the final results of the implementation of the decision to direct marketing. 3, on the other hand, although the marketing activities of enterprises must be connected with the external and internal environment, but not affect marketing activities can only passively accept the environment, marketing managers should take positive and proactive attitude to dynamically adapt to the marketing environment. As far as the macro environment is concerned, enterprises can enhance their ability to adapt to the environment in small and identical ways, avoid threats from the environment and effectively seize market opportunities. Under certain conditions, but also can use their own resources, and actively affect and change the environmental factors, and create more conducive to enterprise marketing activities space. The principle of marketing is of great significance to the growth of enterprises. L and value exchange are the basis for the survival and development of enterprises. In order to meet the needs, marketing aims to guide enterprises to set up correct marketing concepts,