第1 章市場營銷的認知······················1
1.1 什么是市場營銷··························2
1.1.1 市場的含義·······················2
1.1.2 市場營銷的含義及特點········3
1.1.3 研究市場的意義·················5
1.2 市場營銷的核心要素····················7
1.2.1 需要、欲望和需求··············7
1.2.2 產(chǎn)品································8
1.2.3 效用、價值和滿足··············8
1.2.4 交換和交易·······················8
1.2.5 市場································9
1.2.6 市場營銷和市場營銷者········9
1.3 市場營銷管理 ··························.10
1.4 市場營銷觀念的演變·················.12
1.4.1 傳統(tǒng)市場營銷觀念···········.12
1.4.2 市場營銷觀念·················.14
1.4.3 社會市場營銷觀念···········.14
1.5 客戶滿意理論 ··························.16
1.5.1 客戶讓渡價值·················.16
1.5.2 客戶滿意度理論（CS理論） ··························.18
本章小結(jié)······································.20
課后拓展······································.20
課后實訓······································.21
第2 章市場營銷環(huán)境分析················.22
2.1 市場營銷環(huán)境概述····················.23
2.1.1 市場營銷環(huán)境的概念········.23
2.1.2 營銷環(huán)境的特征··············.23
2.2 市場營銷宏觀環(huán)境分析··············.24
2.2.1 人口環(huán)境·······················.24
2.2.2 經(jīng)濟環(huán)境·······················.26
2.2.3 自然環(huán)境·······················.28
2.2.4 政治、法律環(huán)境··············.28
2.2.5 社會文化環(huán)境·················.29
2.2.6 科技環(huán)境·······················.29
2.3 市場營銷微觀環(huán)境分析··············.30
2.3.1 企業(yè)內(nèi)部環(huán)境·················.30
2.3.2 供應(yīng)商與營銷中介···········.31
2.3.3 社會公眾·······················.32
2.3.4 競爭者··························.32
2.3.5 目標客戶·······················.33
2.4 市場營銷環(huán)境分析方法··············.33
2.4.1 SWOT 分析法·················.33
2.4.2 機會潛在吸引力與企業(yè)成功
概率分析·······················.35
2.4.3 潛在威脅的嚴重性與威脅出
現(xiàn)的可能性分析··············.35
2.4.4 威脅與機會的分析···········.36
本章小結(jié)······································.36
課后拓展······································.37
課后實訓······································.37
第3 章市場營銷信息系統(tǒng)················.39
3.1 市場營銷信息系統(tǒng)概述··············.40
3.1.1 市場營銷信息的含義與特征·····························.40
3.1.2 市場營銷信息的作用········.41
3.1.3 市場營銷信息系統(tǒng)的構(gòu)成··.42
3.2 市場調(diào)查 ································.44
3.2.1 市場調(diào)查的含義··············.44
3.2.2 市場調(diào)查的特點··············.44
3.2.3 市場營銷調(diào)查的分類········.45
3.2.4 市場調(diào)查的內(nèi)容··············.46
3.2.5 市場調(diào)查的方法··············.48
3.2.6 市場調(diào)查的步驟··············.49
3.3 市場營銷預(yù)測 ··························.51
3.3.1 市場營銷資料的整理········.51
3.3.2 市場營銷資料分析···········.52
3.3.3 市場營銷預(yù)測方法···········.53
本章小結(jié)······································.54
課后拓展······································.55
課后實訓······································.56
第4 章消費者市場分析···················.57
4.1 消費者市場購買行為模式分析·····.59
4.1.1 消費者市場的含義···········.59
4.1.2 消費者市場的特點···········.59
4.1.3 消費者購買行為模式········.60
4.2 影響消費者購買行為的因素分析··.61
4.2.1 社會文化因素·················.61
4.2.2 個人因素·······················.65
4.2.3 心理因素·······················.67
4.3 消費者購買決策過程分析···········.70
4.3.1 消費者購買決策過程的參與者·····························.71
4.3.2 消費者購買行為的類型·····.71
4.3.3 消費者購買決策過程········.72
本章小結(jié)······································.75
課后拓展······································.76
課后實訓······································.76
第5 章目標市場營銷策略················.77
5.1 市場細分 ································.79
5.1.1 市場細分的含義··············.79
5.1.2 市場細分的作用··············.80
5.1.3 市場細分的標準··············.81
5.1.4 市場細分的原則··············.83
5.2 目標市場 ································.84
5.2.1 目標市場的含義··············.84
5.2.2 目標市場選擇模式···········.85
5.2.3 目標市場營銷策略···········.86
5.3 市場定位 ································.88
5.3.1 市場定位的含義··············.89
5.3.2 市場定位的內(nèi)容與作用·····.89
5.3.3 市場定位的步驟··············.90
5.3.4 市場定位的策略··············.91
本章小結(jié)······································.92
課后拓展······································.93
課后實訓······································.93
第6 章產(chǎn)品策略······························.95
6.1 產(chǎn)品整體概述 ··························.97
6.1.1 產(chǎn)品整體概念·················.97
6.1.2 產(chǎn)品分類·······················.99
6.2 產(chǎn)品生命周期 ··························100
6.2.1 產(chǎn)品生命周期原理···········100
6.2.2 產(chǎn)品生命周期各階段策略···102
6.3 品牌策略 ································105
6.3.1 品牌的含義····················105
6.3.2 品牌的作用····················105
6.3.3 品牌設(shè)計原則·················106
6.3.4 品牌決策·······················107
6.4 包裝策略 ································109
6.4.1 包裝的含義····················110
6.4.2 包裝的作用····················110
6.4.3 包裝設(shè)計原則·················111
6.4.4 產(chǎn)品包裝策略·················113
6.5 產(chǎn)品組合策略 ··························113
6.5.1 產(chǎn)品組合·······················114
6.5.