第1 篇 理解市场营销第1 章 市场营销学导论 ····················· 31.1 市场及市场营销 ························· 41.1.1 市场的定义及分类 ············· 41.1.2 市场营销的含义及相关概念 ······························· 51.2 营销观念的演进 ························· 71.2.1 生产观念 ························· 71.2.2 产品观念 ························· 81.2.3 推销观念 ························· 81.2.4 市场营销观念 ··················· 91.2.5 社会营销观念 ·················· 101.3 市场营销模式 ··························· 121.3.1 4P’s 模式 ························ 121.3.2 4P’s 的发展模式 ·············· 131.3.3 4C’s 模式 ······················· 131.3.4 4R’s 模式 ······················· 141.4 市场营销学的研究对象、特点和研究方法 ······························· 151.4.1 市场营销学的研究对象 ····· 151.4.2 市场营销学的特点 ··········· 151.4.3 市场营销学的研究方法 ····· 161.5 市场营销学发展简史 ················· 171.5.1 国外市场营销学发展简史 ···· 171.5.2 国内市场营销学发展简史 ···· 191.5.3 市场营销理念的创新和发展 ····························· 20习题 ············································· 23第2 篇 开展市场研究第2 章 市场营销环境 ························ 292.1 市场营销环境的含义及特点 ········· 302.1.1 市场营销环境的含义 ········· 302.1.2 市场营销环境的特点 ········· 302.2 微观市场营销环境 ····················· 332.2.1 供应商 ··························· 332.2.2 企业内部环境 ·················· 332.2.3 营销中介 ························ 342.2.4 公众 ······························ 342.2.5 顾客 ······························ 362.2.6 竞争者 ··························· 362.3 宏观市场营销环境 ····················· 402.3.1 政治法律环境 ················· 412.3.2 经济环境 ······················· 432.3.3 社会文化环境 ················· 472.3.4 科学技术环境 ················· 502.3.5 人口环境 ······················· 512.3.6 自然环境 ······················· 542.4 市场营销环境分析与对策 ··········· 552.4.1 市场机会及对策 ·············· 562.4.2 环境威胁及对策 ·············· 58习题 ············································· 60第3 章 市场需求 ······························ 633.1 市场需求概述 ·························· 643.1.1 顾客分类 ························ 643.1.2 市场需求的不同形态 ········· 673.2 市场需求测量 ··························· 713.2.1 市场需求测量的相关概念 ······························ 713.2.2 当前市场需求的测量 ········· 743.2.3 未来市场需求的预测 ········· 76习题 ·············································· 78第4 章 顾客购买行为 ························ 824.1 消费者市场和消费者购买行为 ······ 834.1.1 消费者市场概述 ··············· 834.1.2 消费品的分类 ·················· 844.1.3 消费者行为模型 ··············· 854.1.4 影响消费者购买行为的主要因素 ························ 874.1.5 消费者购买行为分析 ········· 944.2 生产者市场及其购买行为分析 ······ 974.2.1 生产者市场概述 ··············· 974.2.2 生产者市场的购买对象 ······ 984.2.3 生产者市场的主要购买类型及购买决策的主要参与者 ··························· 994.3 中间商市场及其购买行为分析 ···· 1014.3.1 中间商市场概述 ············· 1014.3.2 中间商市场的购买决策 ···· 1014.4 非营利性组织市场及其购买行为分析 ······························· 1024.4.1 非营利性组织市场 ·········· 1024.4.2 政府市场 ······················ 103习题 ············································ 104第5 章 市场营销调研 ······················ 1085.1 市场营销信息系统 ··················· 1095.1.1 市场营销信息的含义与特征 ···························· 1095.1.2 市场营销信息系统的含义与构成 ··················· 1105.2 市场营销调研概述 ··················· 1125.2.1 市场营销调研的含义与类型 ···························· 1125.2.2 市场营销调研的内容 ······· 1145.2.3 市场营销调研的程序 ······· 1175.3 市场营销调研的方法 ················ 1225.3.1 确定调研对象的方法 ······· 1225.3.2 收集资料的方法 ············· 1245.3.3 调查问卷设计 ················ 129习题 ············································ 132第3 篇 制定营销战略第6 章 市场营销的STP 战略 ·········· 1396.1 市场细分 ······························· 1406.1.1 市场细分的定义及意义 ···· 1406.1.2 市场细分的标准 ············· 1426.1.3 市场细分的原则 ············· 1476.1.4 市场细分的程序 ············· 1476.2 目标市场选择 ························· 1486.2.1 目标市场及其选择 ·········· 1486.2.2 目标市场选择模式 ·········· 1496.2.3 目标市场营销战略 ·········· 1516.2.4 影响目标市场营销战略选择的因素 ··················· 1536.3 市场定位 ······························· 1546.3.1 市场定位概述 ················ 1546.3.2 市场定位的步骤 ············· 1576.3.3 市场定位战略的类型 ······· 157习题 ············································ 158第7 章 竞争性市场营销战略 ············ 1627.1 竞争战略的基本类型 ················ 1637.1.1 总成本领先战略 ············· 1637.1.2 差异化战略 ··················· 1657.1.3 集中化战略 ··················· 1677.2 市场领导者战略 ······················ 1697.2.1 市场领导者的定义 ·········· 1697.2.2 市场领导者的战略 ·········· 1697.3 市场挑战者战略 ······················ 1737.3.1 市场挑战者的定义 ·········· 1737.3.2 挑战对象的选择 ············· 1737.3.3 进攻策略的选择 ············· 1747.4 市场追随者与市场补缺者战略 ···· 1757.4.1 市场追随者 ··················· 1757.4.2 市场补缺者 ··················· 176习题 ············································ 177第4 篇 设计营销策略第8 章 产品策略 ····························· 1838.1 产品概述 ······························· 1848.1.1 产品整体概念 ················ 1848.1.2 产品分类 ······················ 1878.1.3 产品组合 ······················ 1878.2 产品生命周期 ························· 1908.2.1 产品生命周期的概念 ······· 1908.2.2 产品生命周期营销策略 ···· 1918.3 新产品开发 ···························· 1948.3.1 新产品的概念及分类 ······· 1958.3.2 新产品开发的程序 ·········· 1968.3.3 新产品的市场扩散 ·········· 2018.4 品牌与包装 ···························· 2058.4.1 品牌、商标与品牌资产 ···· 2058.4.2 品牌策略 ······················ 2098.4.3 包装策略 ······················ 216习题 ············································ 219第9 章 价格策略 ····························· 2229.1 影响定价的主要因素 ················ 2239.1.1 定价目标 ······················ 2239.1.2 产品成本 ······················ 2259.1.3 企业的营销组合 ············· 2269.1.4 消费者的购买心理 ·········· 2279.1.5 市场竞争状况 ················ 2289.1.6 市场供求状况 ················ 2299.1.7 国家政策与法律 ············· 2309.2 定价的一般方法 ······················ 2319.2.1 成本导向定价法 ············· 2319.2.2 需求导向定价法 ············· 2349.2.3 竞争导向定价法 ············· 2379.3 定价的基本策略 ······················ 2399.3.1 新产品定价策略 ············· 2399.3.2 心理定价策略 ················ 2429.3.3 地理定价策略 ················ 2449.3.4 折扣与让价策略 ············· 2469.3.5 产品组合定价策略 ·········· 2479.4 价格调整 ······························· 2499.4.1 主动调价 ······················ 2499.4.2 被动调价 ······················ 251习题 ············································ 253第10 章 分销渠道策略····················· 25710.1 分销渠道概述 ························ 25810.1.1 分销渠道的定义及功能 ···· 25810.1.2 分销渠道的流程结构 ······ 26010.1.3 分销渠道的基本类型 ······ 26110.2 中间商 ································· 26210.2.1 中间商的作用和分类 ······ 26210.2.2 批发商 ························ 26310.2.3 零售商 ························ 26310.2.4 经纪人和代理商 ············ 26510.3 分销渠道的设计和管理 ············ 26710.3.1 分销渠道的设计 ············ 26710.3.2 分销渠道的管理 ············ 26910.4 市场窜货 ······························ 27210.4.1 窜货的概念与分类 ········· 27210.4.2 窜货的原因 ·················· 27310.4.3 窜货的治理对策 ············ 27410.5 电子网络渠道 ························ 27710.5.1 电子网络渠道的含义、特点、功能与分类 ········· 27710.5.2 电子网络环境下的渠道管理 ····················· 279习题 ············································ 281第11 章 促销策略 ··························· 28511.1 促销与促销组合 ···················· 28611.1.1 促销的概念及作用 ········ 28611.1.2 促销活动中的信息沟通过程 ···················· 28811.1.3 促销组合及其影响因素 ·························· 29011.2 人员推销 ····························· 29211.2.1 人员推销的定义和特点 ·························· 29211.2.2 人员推销的程序 ··········· 29311.2.3 推销人员的管理 ··········· 29411.2.4 对推销人员的激励 ········ 29511.3 广告 ··································· 29711.3.1 广告的概念和类型 ········ 29711.3.2 广告媒体 ····················· 29811.3.3 广告诉求策略 ··············· 30211.4 营业推广 ······························ 30211.4.1 营业推广的概念和特点 ··························· 30211.4.2 营业推广的方式 ············ 30311.4.3 营业推广的实施过程 ······ 30411.5 公共关系 ······························ 30511.5.1 公共关系的概念、特点和工具 ·················· 30511.5.2 公共关系在营销中的作用 ··························· 30611.5.3 公共关系的活动方式 ······ 30711.5.4 危机公关 ····················· 309习题 ············································ 311参考文献 ··········································· 315