第1 篇 理解市場(chǎng)營(yíng)銷 第1 章 市場(chǎng)營(yíng)銷學(xué)導(dǎo)論 ····················· 3 1.1 市場(chǎng)及市場(chǎng)營(yíng)銷 ························· 4 1.1.1 市場(chǎng)的定義及分類 ············· 4 1.1.2 市場(chǎng)營(yíng)銷的含義及相關(guān) 概念 ······························· 5 1.2 營(yíng)銷觀念的演進(jìn) ························· 7 1.2.1 生產(chǎn)觀念 ························· 7 1.2.2 產(chǎn)品觀念 ························· 8 1.2.3 推銷觀念 ························· 8 1.2.4 市場(chǎng)營(yíng)銷觀念 ··················· 9 1.2.5 社會(huì)營(yíng)銷觀念 ·················· 10 1.3 市場(chǎng)營(yíng)銷模式 ··························· 12 1.3.1 4P’s 模式 ························ 12 1.3.2 4P’s 的發(fā)展模式 ·············· 13 1.3.3 4C’s 模式 ······················· 13 1.3.4 4R’s 模式 ······················· 14 1.4 市場(chǎng)營(yíng)銷學(xué)的研究對(duì)象、特點(diǎn)和 研究方法 ······························· 15 1.4.1 市場(chǎng)營(yíng)銷學(xué)的研究對(duì)象 ····· 15 1.4.2 市場(chǎng)營(yíng)銷學(xué)的特點(diǎn) ··········· 15 1.4.3 市場(chǎng)營(yíng)銷學(xué)的研究方法 ····· 16 1.5 市場(chǎng)營(yíng)銷學(xué)發(fā)展簡(jiǎn)史 ················· 17 1.5.1 國(guó)外市場(chǎng)營(yíng)銷學(xué)發(fā)展簡(jiǎn)史 ···· 17 1.5.2 國(guó)內(nèi)市場(chǎng)營(yíng)銷學(xué)發(fā)展簡(jiǎn)史 ···· 19 1.5.3 市場(chǎng)營(yíng)銷理念的創(chuàng)新和 發(fā)展 ····························· 20 習(xí)題 ············································· 23 第2 篇 開(kāi)展市場(chǎng)研究 第2 章 市場(chǎng)營(yíng)銷環(huán)境 ························ 29 2.1 市場(chǎng)營(yíng)銷環(huán)境的含義及特點(diǎn) ········· 30 2.1.1 市場(chǎng)營(yíng)銷環(huán)境的含義 ········· 30 2.1.2 市場(chǎng)營(yíng)銷環(huán)境的特點(diǎn) ········· 30 2.2 微觀市場(chǎng)營(yíng)銷環(huán)境 ····················· 33 2.2.1 供應(yīng)商 ··························· 33 2.2.2 企業(yè)內(nèi)部環(huán)境 ·················· 33 2.2.3 營(yíng)銷中介 ························ 34 2.2.4 公眾 ······························ 34 2.2.5 顧客 ······························ 36 2.2.6 競(jìng)爭(zhēng)者 ··························· 36 2.3 宏觀市場(chǎng)營(yíng)銷環(huán)境 ····················· 40 2.3.1 政治法律環(huán)境 ················· 41 2.3.2 經(jīng)濟(jì)環(huán)境 ······················· 43 2.3.3 社會(huì)文化環(huán)境 ················· 47 2.3.4 科學(xué)技術(shù)環(huán)境 ················· 50 2.3.5 人口環(huán)境 ······················· 51 2.3.6 自然環(huán)境 ······················· 54 2.4 市場(chǎng)營(yíng)銷環(huán)境分析與對(duì)策 ··········· 55 2.4.1 市場(chǎng)機(jī)會(huì)及對(duì)策 ·············· 56 2.4.2 環(huán)境威脅及對(duì)策 ·············· 58 習(xí)題 ············································· 60 第3 章 市場(chǎng)需求 ······························ 63 3.1 市場(chǎng)需求概述 ·························· 64 3.1.1 顧客分類 ························ 64 3.1.2 市場(chǎng)需求的不同形態(tài) ········· 67 3.2 市場(chǎng)需求測(cè)量 ··························· 71 3.2.1 市場(chǎng)需求測(cè)量的相關(guān) 概念 ······························ 71 3.2.2 當(dāng)前市場(chǎng)需求的測(cè)量 ········· 74 3.2.3 未來(lái)市場(chǎng)需求的預(yù)測(cè) ········· 76 習(xí)題 ·············································· 78 第4 章 顧客購(gòu)買行為 ························ 82 4.1 消費(fèi)者市場(chǎng)和消費(fèi)者購(gòu)買行為 ······ 83 4.1.1 消費(fèi)者市場(chǎng)概述 ··············· 83 4.1.2 消費(fèi)品的分類 ·················· 84 4.1.3 消費(fèi)者行為模型 ··············· 85 4.1.4 影響消費(fèi)者購(gòu)買行為的 主要因素 ························ 87 4.1.5 消費(fèi)者購(gòu)買行為分析 ········· 94 4.2 生產(chǎn)者市場(chǎng)及其購(gòu)買行為分析 ······ 97 4.2.1 生產(chǎn)者市場(chǎng)概述 ··············· 97 4.2.2 生產(chǎn)者市場(chǎng)的購(gòu)買對(duì)象 ······ 98 4.2.3 生產(chǎn)者市場(chǎng)的主要購(gòu)買 類型及購(gòu)買決策的主要 參與者 ··························· 99 4.3 中間商市場(chǎng)及其購(gòu)買行為分析 ···· 101 4.3.1 中間商市場(chǎng)概述 ············· 101 4.3.2 中間商市場(chǎng)的購(gòu)買決策 ···· 101 4.4 非營(yíng)利性組織市場(chǎng)及其購(gòu)買 行為分析 ······························· 102 4.4.1 非營(yíng)利性組織市場(chǎng) ·········· 102 4.4.2 政府市場(chǎng) ······················ 103 習(xí)題 ············································ 104 第5 章 市場(chǎng)營(yíng)銷調(diào)研 ······················ 108 5.1 市場(chǎng)營(yíng)銷信息系統(tǒng) ··················· 109 5.1.1 市場(chǎng)營(yíng)銷信息的含義與 特征 ···························· 109 5.1.2 市場(chǎng)營(yíng)銷信息系統(tǒng)的 含義與構(gòu)成 ··················· 110 5.2 市場(chǎng)營(yíng)銷調(diào)研概述 ··················· 112 5.2.1 市場(chǎng)營(yíng)銷調(diào)研的含義與 類型 ···························· 112 5.2.2 市場(chǎng)營(yíng)銷調(diào)研的內(nèi)容 ······· 114 5.2.3 市場(chǎng)營(yíng)銷調(diào)研的程序 ······· 117 5.3 市場(chǎng)營(yíng)銷調(diào)研的方法 ················ 122 5.3.1 確定調(diào)研對(duì)象的方法 ······· 122 5.3.2 收集資料的方法 ············· 124 5.3.3 調(diào)查問(wèn)卷設(shè)計(jì) ················ 129 習(xí)題 ············································ 132 第3 篇 制定營(yíng)銷戰(zhàn)略 第6 章 市場(chǎng)營(yíng)銷的STP 戰(zhàn)略 ·········· 139 6.1 市場(chǎng)細(xì)分 ······························· 140 6.1.1 市場(chǎng)細(xì)分的定義及意義 ···· 140 6.1.2 市場(chǎng)細(xì)分的標(biāo)準(zhǔn) ············· 142 6.1.3 市場(chǎng)細(xì)分的原則 ············· 147 6.1.4 市場(chǎng)細(xì)分的程序 ············· 147 6.2 目標(biāo)市場(chǎng)選擇 ························· 148 6.2.1 目標(biāo)市場(chǎng)及其選擇 ·········· 148 6.2.2 目標(biāo)市場(chǎng)選擇模式 ·········· 149 6.2.3 目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略 ·········· 151 6.2.4 影響目標(biāo)市場(chǎng)營(yíng)銷戰(zhàn)略 選擇的因素 ··················· 153 6.3 市場(chǎng)定位 ······························· 154 6.3.1 市場(chǎng)定位概述 ················ 154 6.3.2 市場(chǎng)定位的步驟 ············· 157 6.3.3 市場(chǎng)定位戰(zhàn)略的類型 ······· 157 習(xí)題 ············································ 158 第7 章 競(jìng)爭(zhēng)性市場(chǎng)營(yíng)銷戰(zhàn)略 ············ 162 7.1 競(jìng)爭(zhēng)戰(zhàn)略的基本類型 ················ 163 7.1.1 總成本領(lǐng)先戰(zhàn)略 ············· 163 7.1.2 差異化戰(zhàn)略 ··················· 165 7.1.3 集中化戰(zhàn)略 ··················· 167 7.2 市場(chǎng)領(lǐng)導(dǎo)者戰(zhàn)略 ······················ 169 7.2.1 市場(chǎng)領(lǐng)導(dǎo)者的定義 ·········· 169 7.2.2 市場(chǎng)領(lǐng)導(dǎo)者的戰(zhàn)略 ·········· 169 7.3 市場(chǎng)挑戰(zhàn)者戰(zhàn)略 ······················ 173 7.3.1 市場(chǎng)挑戰(zhàn)者的定義 ·········· 173 7.3.2 挑戰(zhàn)對(duì)象的選擇 ············· 173 7.3.3 進(jìn)攻策略的選擇 ············· 174 7.4 市場(chǎng)追隨者與市場(chǎng)補(bǔ)缺者戰(zhàn)略 ···· 175 7.4.1 市場(chǎng)追隨者 ··················· 175 7.4.2 市場(chǎng)補(bǔ)缺者 ··················· 176 習(xí)題 ············································ 177 第4 篇 設(shè)計(jì)營(yíng)銷策略 第8 章 產(chǎn)品策略 ····························· 183 8.1 產(chǎn)品概述 ······························· 184 8.1.1 產(chǎn)品整體概念 ················ 184 8.1.2 產(chǎn)品分類 ······················ 187 8.1.3 產(chǎn)品組合 ······················ 187 8.2 產(chǎn)品生命周期 ························· 190 8.2.1 產(chǎn)品生命周期的概念 ······· 190 8.2.2 產(chǎn)品生命周期營(yíng)銷策略 ···· 191 8.3 新產(chǎn)品開(kāi)發(fā) ···························· 194 8.3.1 新產(chǎn)品的概念及分類 ······· 195 8.3.2 新產(chǎn)品開(kāi)發(fā)的程序 ·········· 196 8.3.3 新產(chǎn)品的市場(chǎng)擴(kuò)散 ·········· 201 8.4 品牌與包裝 ···························· 205 8.4.1 品牌、商標(biāo)與品牌資產(chǎn) ···· 205 8.4.2 品牌策略 ······················ 209 8.4.3 包裝策略 ······················ 216 習(xí)題 ············································ 219 第9 章 價(jià)格策略 ····························· 222 9.1 影響定價(jià)的主要因素 ················ 223 9.1.1 定價(jià)目標(biāo) ······················ 223 9.1.2 產(chǎn)品成本 ······················ 225 9.1.3 企業(yè)的營(yíng)銷組合 ············· 226 9.1.4 消費(fèi)者的購(gòu)買心理 ·········· 227 9.1.5 市場(chǎng)競(jìng)爭(zhēng)狀況 ················ 228 9.1.6 市場(chǎng)供求狀況 ················ 229 9.1.7 國(guó)家政策與法律 ············· 230 9.2 定價(jià)的一般方法 ······················ 231 9.2.1 成本導(dǎo)向定價(jià)法 ············· 231 9.2.2 需求導(dǎo)向定價(jià)法 ············· 234 9.2.3 競(jìng)爭(zhēng)導(dǎo)向定價(jià)法 ············· 237 9.3 定價(jià)的基本策略 ······················ 239 9.3.1 新產(chǎn)品定價(jià)策略 ············· 239 9.3.2 心理定價(jià)策略 ················ 242 9.3.3 地理定價(jià)策略 ················ 244 9.3.4 折扣與讓價(jià)策略 ············· 246 9.3.5 產(chǎn)品組合定價(jià)策略 ·········· 247 9.4 價(jià)格調(diào)整 ······························· 249 9.4.1 主動(dòng)調(diào)價(jià) ······················ 249 9.4.2 被動(dòng)調(diào)價(jià) ······················ 251 習(xí)題 ············································ 253 第10 章 分銷渠道策略····················· 257 10.1 分銷渠道概述 ························ 258 10.1.1 分銷渠道的定義及功能 ···· 258 10.1.2 分銷渠道的流程結(jié)構(gòu) ······ 260 10.1.3 分銷渠道的基本類型 ······ 261 10.2 中間商 ································· 262 10.2.1 中間商的作用和分類 ······ 262 10.2.2 批發(fā)商 ························ 263 10.2.3 零售商 ························ 263 10.2.4 經(jīng)紀(jì)人和代理商 ············ 265 10.3 分銷渠道的設(shè)計(jì)和管理 ············ 267 10.3.1 分銷渠道的設(shè)計(jì) ············ 267 10.3.2 分銷渠道的管理 ············ 269 10.4 市場(chǎng)竄貨 ······························ 272 10.4.1 竄貨的概念與分類 ········· 272 10.4.2 竄貨的原因 ·················· 273 10.4.3 竄貨的治理對(duì)策 ············ 274 10.5 電子網(wǎng)絡(luò)渠道 ························ 277 10.5.1 電子網(wǎng)絡(luò)渠道的含義、 特點(diǎn)、功能與分類 ········· 277 10.5.2 電子網(wǎng)絡(luò)環(huán)境下的 渠道管理 ····················· 279 習(xí)題 ············································ 281 第11 章 促銷策略 ··························· 285 11.1 促銷與促銷組合 ···················· 286 11.1.1 促銷的概念及作用 ········ 286 11.1.2 促銷活動(dòng)中的信息 溝通過(guò)程 ···················· 288 11.1.3 促銷組合及其影響 因素 ·························· 290 11.2 人員推銷 ····························· 292 11.2.1 人員推銷的定義和 特點(diǎn) ·························· 292 11.2.2 人員推銷的程序 ··········· 293 11.2.3 推銷人員的管理 ··········· 294 11.2.4 對(duì)推銷人員的激勵(lì) ········ 295 11.3 廣告 ··································· 297 11.3.1 廣告的概念和類型 ········ 297 11.3.2 廣告媒體 ····················· 298 11.3.3 廣告訴求策略 ··············· 302 11.4 營(yíng)業(yè)推廣 ······························ 302 11.4.1 營(yíng)業(yè)推廣的概念和 特點(diǎn) ··························· 302 11.4.2 營(yíng)業(yè)推廣的方式 ············ 303 11.4.3 營(yíng)業(yè)推廣的實(shí)施過(guò)程 ······ 304 11.5 公共關(guān)系 ······························ 305 11.5.1 公共關(guān)系的概念、 特點(diǎn)和工具 ·················· 305 11.5.2 公共關(guān)系在營(yíng)銷中的 作用 ··························· 306 11.5.3 公共關(guān)系的活動(dòng)方式 ······ 307 11.5.4 危機(jī)公關(guān) ····················· 309 習(xí)題 ············································ 311 參考文獻(xiàn) ··········································· 315