商品详情
书名：市场营销
定价：54.0
ISBN：9787121419652
作者：无
版次：第1版
出版时间：2021-09
内容提要：
本书采用通俗易懂的语言，对市场营销的基本理论进行了整理和归纳，在编排上，既注重理论的完整性，又加强了技能的强化与训练，做到了理论够用、技能实用。本书共计12章，其主要内容包括市场营销的认知、市场营销环境分析、市场营销信息系统、消费者市场分析、目标市场营销策略、产品策略、价格策略、分销策略、促销策略、市场营销组织与管理、市场营销策划和市场营销的新发展等。每章均附有案例导入、相关链接、营销视野、课后拓展，以便学生理解与掌握。
作者简介：
无
目录：
第1 章市场营销的认知······················1
1.1 什么是市场营销··························2
1.1.1 市场的含义·······················2
1.1.2 市场营销的含义及特点········3
1.1.3 研究市场的意义·················5
1.2 市场营销的核心要素····················7
1.2.1 需要、欲望和需求··············7
1.2.2 产品································8
1.2.3 效用、价值和满足··············8
1.2.4 交换和交易·······················8
1.2.5 市场································9
1.2.6 市场营销和市场营销者········9
1.3 市场营销管理 ··························.10
1.4 市场营销观念的演变·················.12
1.4.1 传统市场营销观念···········.12
1.4.2 市场营销观念·················.14
1.4.3 社会市场营销观念···········.14
1.5 客户满意理论 ··························.16
1.5.1 客户让渡价值·················.16
1.5.2 客户满意度理论（CS理论） ··························.18
本章小结······································.20
课后拓展······································.20
课后实训······································.21
第2 章市场营销环境分析················.22
2.1 市场营销环境概述····················.23
2.1.1 市场营销环境的概念········.23
2.1.2 营销环境的特征··············.23
2.2 市场营销宏观环境分析··············.24
2.2.1 人口环境·······················.24
2.2.2 经济环境·······················.26
2.2.3 自然环境·······················.28
2.2.4 政治、法律环境··············.28
2.2.5 社会文化环境·················.29
2.2.6 科技环境·······················.29
2.3 市场营销微观环境分析··············.30
2.3.1 企业内部环境·················.30
2.3.2 供应商与营销中介···········.31
2.3.3 社会公众·······················.32
2.3.4 竞争者··························.32
2.3.5 目标客户·······················.33
2.4 市场营销环境分析方法··············.33
2.4.1 SWOT 分析法·················.33
2.4.2 机会潜在吸引力与企业成功
概率分析·······················.35
2.4.3 潜在威胁的严重性与威胁出
现的可能性分析··············.35
2.4.4 威胁与机会的分析···········.36
本章小结······································.36
课后拓展······································.37
课后实训······································.37
第3 章市场营销信息系统················.39
3.1 市场营销信息系统概述··············.40
3.1.1 市场营销信息的含义与特征·····························.40
3.1.2 市场营销信息的作用········.41
3.1.3 市场营销信息系统的构成··.42
3.2 市场调查 ································.44
3.2.1 市场调查的含义··············.44
3.2.2 市场调查的特点··············.44
3.2.3 市场营销调查的分类········.45
3.2.4 市场调查的内容··············.46
3.2.5 市场调查的方法··············.48
3.2.6 市场调查的步骤··············.49
3.3 市场营销预测 ··························.51
3.3.1 市场营销资料的整理········.51
3.3.2 市场营销资料分析···········.52
3.3.3 市场营销预测方法···········.53
本章小结······································.54
课后拓展······································.55
课后实训······································.56
第4 章消费者市场分析···················.57
4.1 消费者市场购买行为模式分析·····.59
4.1.1 消费者市场的含义···········.59
4.1.2 消费者市场的特点···········.59
4.1.3 消费者购买行为模式········.60
4.2 影响消费者购买行为的因素分析··.61
4.2.1 社会文化因素·················.61
4.2.2 个人因素·······················.65
4.2.3 心理因素·······················.67
4.3 消费者购买决策过程分析···········.70
4.3.1 消费者购买决策过程的参与者·····························.71
4.3.2 消费者购买行为的类型·····.71
4.3.3 消费者购买决策过程········.72
本章小结······································.75
课后拓展······································.76
课后实训······································.76
第5 章目标市场营销策略················.77
5.1 市场细分 ································.79
5.1.1 市场细分的含义··············.79
5.1.2 市场细分的作用··············.80
5.1.3 市场细分的标准··············.81
5.1.4 市场细分的原则··············.83
5.2 目标市场 ································.84
5.2.1 目标市场的含义··············.84
5.2.2 目标市场选择模式···········.85
5.2.3 目标市场营销策略···········.86
5.3 市场定位 ································.88
5.3.1 市场定位的含义··············.89
5.3.2 市场定位的内容与作用·····.89
5.3.3 市场定位的步骤··············.90
5.3.4 市场定位的策略··············.91
本章小结······································.92
课后拓展······································.93
课后实训······································.93
第6 章产品策略······························.95
6.1 产品整体概述 ··························.97
6.1.1 产品整体概念·················.97
6.1.2 产品分类·······················.99
6.2 产品生命周期 ··························100
6.2.1 产品生命周期原理···········100
6.2.2 产品生命周期各阶段策略···102
6.3 品牌策略 ································105
6.3.1 品牌的含义····················105
6.3.2 品牌的作用····················105
6.3.3 品牌设计原则·················106
6.3.4 品牌决策·······················107
6.4 包装策略 ································109
6.4.1 包装的含义····················110
6.4.2 包装的作用····················110
6.4.3 包装设计原则·················111
6.4.4 产品包装策略·················113
6.5 产品组合策略 ··························113
6.5.1 产品组合·······················114
6.5.2 产品组合的要素··············114
6.5.3 优化产品组合分析···········115
6.5.4 产品组合决策·················117
6.6 新产品开发 ·····························118
6.6.1 新产品的含义·················118
6.6.2 新产品的分类·················118
6.6.3 新产品开发方式··············119
6.6.4 新产品开发流程··············120
本章小结······································122
课后拓展······································123
课后实训······································123
第7 章价格策略······························124
7.1 影响产品定价的因素·················125
7.1.1 产品成本·······················125
7.1.2 市场供求·······················126
7.1.3 市场竞争·······················128
7.1.4 政策法规·······················130
7.1.5 心理因素·······················130
7.2 产品定价的方法·······················131
7.2.1 成本导向定价法··············131
7.2.2 需求导向定价法··············132
7.2.3 竞争导向定价法··············133
7.3 产品价格的策略·······················134
7.3.1 新产品价格策略··············134
7.3.2 相关产品价格策略···········135
7.3.3 差别定价策略·················136
7.3.4 折扣价格策略·················136
7.3.5 心理定价策略·················137
7.4 价格调整 ································137
7.4.1 价格调整的原因··············138
7.4.2 价格调整中的客户反应·····139
7.4.3 价格调整中的竞争反应·····139
本章小结······································140
课后拓展······································140
课后实训······································140
第8 章分销策略······························142
8.1 分销渠道概述 ··························144
8.1.1 分销渠道的含义··············144
8.1.2 分销渠道的职能··············145
8.1.3 分销渠道的类型··············147
8.1.4 分销渠道的整合··············148
8.2 分销渠道的设计与选择··············149
8.2.1 中间商··························150
8.2.2 分销渠道的设计··············152
8.2.3 分销渠道的选择··············154
8.3 分销渠道的管理·······················155
8.3.1 检查中间商····················155
8.3.2 分销渠道的激励与扶持·····156
8.3.3 渠道调整·······················156
本章小结······································157
课后拓展······································157
课后实训······································157
第9 章促销策略······························159
9.1 促销策略概述 ··························160
9.1.1 促销的含义····················160
9.1.2 促销组合·······················160
9.1.3 促销的作用····················162
9.1.4 影响促销组合策略的因素···163
9.2 人员推销 ································164
9.2.1 人员推销的含义··············164
9.2.2 人员推销的任务与基本形式·····························166
9.2.3 推销人员的素质··············167
9.2.4 推销人员的选聘与培训·····167
9.2.5 人员推销的步骤及策略·····168
9.2.6 推销人员的激励和评估·····169
9.3 广告策略概述 ··························170
9.3.1 广告的含义····················170
9.3.2 广告的功能····················171
9.3.3 广告策略的步骤··············171
9.4 营业推广策略 ··························175
9.4.1 营业推广策略的概念········175
9.4.2 营业推广策略的环节········176
9.5 公共关系 ································178
9.5.1 公共关系的要素及特征·····179
9.5.2 公共关系实施的步骤········179
本章小结······································181
课后拓展······································182
课后实训······································182
第10 章市场营销组织与管理···········183
10.1 市场营销组织·························185
10.1.1 市场营销组织的演变过程···························185
10.1.2 市场营销部门的组织类型···························186
10.1.3 市场营销组织设置的原则···························188
10.2 市场营销执行·························189
10.2.1 市场营销执行过程·········190
10.2.2 市场营销执行技能·········191
10.3 市场营销控制·························192
10.3.1 市场营销控制的含义······192
10.3.2 市场营销控制的流程······192
10.3.3 市场营销控制的方法······194
10.3.4 市场营销的战略控制······196
课后拓展······································197
本章小结······································197
课后实训······································197
第11 章市场营销策划·····················199
11.1 市场营销策划概述···················201
11.1.1 市场营销策划的基础······201
11.1.2 市场营销策划的基本原则···························202
11.1.3 市场营销策划的流程······203
11.2 市场营销策划创意···················206
11.2.1 市场营销策划创意概述···206
11.2.2 创意思维的培养与开发···207
本章小结······································211
课后拓展······································211
课后实训······································212
第12 章市场营销的新发展··············213
12.1 新媒体营销 ····························214
12.1.1 新媒体营销的概念·········214
12.1.2 新媒体营销的特点·········214
12.1.3 新媒体营销的核心要素···215
12.1.4 新媒体营销的方式·········216
12.1.5 新媒体营销的优势·········218
12.1.6 新媒体营销的渠道·········220
12.1.7 新媒体营销的策略·········221
12.2 直播营销 ·······························222
12.2.1 直播营销的概念············222
12.2.2 直播营销构成的要素······223
12.2.3 直播营销的主要特点······223
12.2.4 主流直播平台···············224
12.2.5 主流电商平台···············225
12.2.6 直播营销的优势············229
12.3 社群营销 ·······························230
12.3.1 社群营销的概念············230
12.3.2 构成社群的五大要素······231
12.3.3 如何构建社群···············233
12.3.4 社群变现方式···············234
本章小结······································236
课后拓展······································237
课后实训······································238
参考文献···········································239
定价：54.0
ISBN：9787121419652
作者：无
版次：第1版
出版时间：2021-09
内容提要：
本书采用通俗易懂的语言，对市场营销的基本理论进行了整理和归纳，在编排上，既注重理论的完整性，又加强了技能的强化与训练，做到了理论够用、技能实用。本书共计12章，其主要内容包括市场营销的认知、市场营销环境分析、市场营销信息系统、消费者市场分析、目标市场营销策略、产品策略、价格策略、分销策略、促销策略、市场营销组织与管理、市场营销策划和市场营销的新发展等。每章均附有案例导入、相关链接、营销视野、课后拓展，以便学生理解与掌握。
作者简介：
无
目录：
第1 章市场营销的认知······················1
1.1 什么是市场营销··························2
1.1.1 市场的含义·······················2
1.1.2 市场营销的含义及特点········3
1.1.3 研究市场的意义·················5
1.2 市场营销的核心要素····················7
1.2.1 需要、欲望和需求··············7
1.2.2 产品································8
1.2.3 效用、价值和满足··············8
1.2.4 交换和交易·······················8
1.2.5 市场································9
1.2.6 市场营销和市场营销者········9
1.3 市场营销管理 ··························.10
1.4 市场营销观念的演变·················.12
1.4.1 传统市场营销观念···········.12
1.4.2 市场营销观念·················.14
1.4.3 社会市场营销观念···········.14
1.5 客户满意理论 ··························.16
1.5.1 客户让渡价值·················.16
1.5.2 客户满意度理论（CS理论） ··························.18
本章小结······································.20
课后拓展······································.20
课后实训······································.21
第2 章市场营销环境分析················.22
2.1 市场营销环境概述····················.23
2.1.1 市场营销环境的概念········.23
2.1.2 营销环境的特征··············.23
2.2 市场营销宏观环境分析··············.24
2.2.1 人口环境·······················.24
2.2.2 经济环境·······················.26
2.2.3 自然环境·······················.28
2.2.4 政治、法律环境··············.28
2.2.5 社会文化环境·················.29
2.2.6 科技环境·······················.29
2.3 市场营销微观环境分析··············.30
2.3.1 企业内部环境·················.30
2.3.2 供应商与营销中介···········.31
2.3.3 社会公众·······················.32
2.3.4 竞争者··························.32
2.3.5 目标客户·······················.33
2.4 市场营销环境分析方法··············.33
2.4.1 SWOT 分析法·················.33
2.4.2 机会潜在吸引力与企业成功
概率分析·······················.35
2.4.3 潜在威胁的严重性与威胁出
现的可能性分析··············.35
2.4.4 威胁与机会的分析···········.36
本章小结······································.36
课后拓展······································.37
课后实训······································.37
第3 章市场营销信息系统················.39
3.1 市场营销信息系统概述··············.40
3.1.1 市场营销信息的含义与特征·····························.40
3.1.2 市场营销信息的作用········.41
3.1.3 市场营销信息系统的构成··.42
3.2 市场调查 ································.44
3.2.1 市场调查的含义··············.44
3.2.2 市场调查的特点··············.44
3.2.3 市场营销调查的分类········.45
3.2.4 市场调查的内容··············.46
3.2.5 市场调查的方法··············.48
3.2.6 市场调查的步骤··············.49
3.3 市场营销预测 ··························.51
3.3.1 市场营销资料的整理········.51
3.3.2 市场营销资料分析···········.52
3.3.3 市场营销预测方法···········.53
本章小结······································.54
课后拓展······································.55
课后实训······································.56
第4 章消费者市场分析···················.57
4.1 消费者市场购买行为模式分析·····.59
4.1.1 消费者市场的含义···········.59
4.1.2 消费者市场的特点···········.59
4.1.3 消费者购买行为模式········.60
4.2 影响消费者购买行为的因素分析··.61
4.2.1 社会文化因素·················.61
4.2.2 个人因素·······················.65
4.2.3 心理因素·······················.67
4.3 消费者购买决策过程分析···········.70
4.3.1 消费者购买决策过程的参与者·····························.71
4.3.2 消费者购买行为的类型·····.71
4.3.3 消费者购买决策过程········.72
本章小结······································.75
课后拓展······································.76
课后实训······································.76
第5 章目标市场营销策略················.77
5.1 市场细分 ································.79
5.1.1 市场细分的含义··············.79
5.1.2 市场细分的作用··············.80
5.1.3 市场细分的标准··············.81
5.1.4 市场细分的原则··············.83
5.2 目标市场 ································.84
5.2.1 目标市场的含义··············.84
5.2.2 目标市场选择模式···········.85
5.2.3 目标市场营销策略···········.86
5.3 市场定位 ································.88
5.3.1 市场定位的含义··············.89
5.3.2 市场定位的内容与作用·····.89
5.3.3 市场定位的步骤··············.90
5.3.4 市场定位的策略··············.91
本章小结······································.92
课后拓展······································.93
课后实训······································.93
第6 章产品策略······························.95
6.1 产品整体概述 ··························.97
6.1.1 产品整体概念·················.97
6.1.2 产品分类·······················.99
6.2 产品生命周期 ··························100
6.2.1 产品生命周期原理···········100
6.2.2 产品生命周期各阶段策略···102
6.3 品牌策略 ································105
6.3.1 品牌的含义····················105
6.3.2 品牌的作用····················105
6.3.3 品牌设计原则·················106
6.3.4 品牌决策·······················107
6.4 包装策略 ································109
6.4.1 包装的含义····················110
6.4.2 包装的作用····················110
6.4.3 包装设计原则·················111
6.4.4 产品包装策略·················113
6.5 产品组合策略 ··························113
6.5.1 产品组合·······················114
6.5.2 产品组合的要素··············114
6.5.3 优化产品组合分析···········115
6.5.4 产品组合决策·················117
6.6 新产品开发 ·····························118
6.6.1 新产品的含义·················118
6.6.2 新产品的分类·················118
6.6.3 新产品开发方式··············119
6.6.4 新产品开发流程··············120
本章小结······································122
课后拓展······································123
课后实训······································123
第7 章价格策略······························124
7.1 影响产品定价的因素·················125
7.1.1 产品成本·······················125
7.1.2 市场供求·······················126
7.1.3 市场竞争·······················128
7.1.4 政策法规·······················130
7.1.5 心理因素·······················130
7.2 产品定价的方法·······················131
7.2.1 成本导向定价法··············131
7.2.2 需求导向定价法··············132
7.2.3 竞争导向定价法··············133
7.3 产品价格的策略·······················134
7.3.1 新产品价格策略··············134
7.3.2 相关产品价格策略···········135
7.3.3 差别定价策略·················136
7.3.4 折扣价格策略·················136
7.3.5 心理定价策略·················137
7.4 价格调整 ································137
7.4.1 价格调整的原因··············138
7.4.2 价格调整中的客户反应·····139
7.4.3 价格调整中的竞争反应·····139
本章小结······································140
课后拓展······································140
课后实训······································140
第8 章分销策略······························142
8.1 分销渠道概述 ··························144
8.1.1 分销渠道的含义··············144
8.1.2 分销渠道的职能··············145
8.1.3 分销渠道的类型··············147
8.1.4 分销渠道的整合··············148
8.2 分销渠道的设计与选择··············149
8.2.1 中间商··························150
8.2.2 分销渠道的设计··············152
8.2.3 分销渠道的选择··············154
8.3 分销渠道的管理·······················155
8.3.1 检查中间商····················155
8.3.2 分销渠道的激励与扶持·····156
8.3.3 渠道调整·······················156
本章小结······································157
课后拓展······································157
课后实训······································157
第9 章促销策略······························159
9.1 促销策略概述 ··························160
9.1.1 促销的含义····················160
9.1.2 促销组合·······················160
9.1.3 促销的作用····················162
9.1.4 影响促销组合策略的因素···163
9.2 人员推销 ································164
9.2.1 人员推销的含义··············164
9.2.2 人员推销的任务与基本形式·····························166
9.2.3 推销人员的素质··············167
9.2.4 推销人员的选聘与培训·····167
9.2.5 人员推销的步骤及策略·····168
9.2.6 推销人员的激励和评估·····169
9.3 广告策略概述 ··························170
9.3.1 广告的含义····················170
9.3.2 广告的功能····················171
9.3.3 广告策略的步骤··············171
9.4 营业推广策略 ··························175
9.4.1 营业推广策略的概念········175
9.4.2 营业推广策略的环节········176
9.5 公共关系 ································178
9.5.1 公共关系的要素及特征·····179
9.5.2 公共关系实施的步骤········179
本章小结······································181
课后拓展······································182
课后实训······································182
第10 章市场营销组织与管理···········183
10.1 市场营销组织·························185
10.1.1 市场营销组织的演变过程···························185
10.1.2 市场营销部门的组织类型···························186
10.1.3 市场营销组织设置的原则···························188
10.2 市场营销执行·························189
10.2.1 市场营销执行过程·········190
10.2.2 市场营销执行技能·········191
10.3 市场营销控制·························192
10.3.1 市场营销控制的含义······192
10.3.2 市场营销控制的流程······192
10.3.3 市场营销控制的方法······194
10.3.4 市场营销的战略控制······196
课后拓展······································197
本章小结······································197
课后实训······································197
第11 章市场营销策划·····················199
11.1 市场营销策划概述···················201
11.1.1 市场营销策划的基础······201
11.1.2 市场营销策划的基本原则···························202
11.1.3 市场营销策划的流程······203
11.2 市场营销策划创意···················206
11.2.1 市场营销策划创意概述···206
11.2.2 创意思维的培养与开发···207
本章小结······································211
课后拓展······································211
课后实训······································212
第12 章市场营销的新发展··············213
12.1 新媒体营销 ····························214
12.1.1 新媒体营销的概念·········214
12.1.2 新媒体营销的特点·········214
12.1.3 新媒体营销的核心要素···215
12.1.4 新媒体营销的方式·········216
12.1.5 新媒体营销的优势·········218
12.1.6 新媒体营销的渠道·········220
12.1.7 新媒体营销的策略·········221
12.2 直播营销 ·······························222
12.2.1 直播营销的概念············222
12.2.2 直播营销构成的要素······223
12.2.3 直播营销的主要特点······223
12.2.4 主流直播平台···············224
12.2.5 主流电商平台···············225
12.2.6 直播营销的优势············229
12.3 社群营销 ·······························230
12.3.1 社群营销的概念············230
12.3.2 构成社群的五大要素······231
12.3.3 如何构建社群···············233
12.3.4 社群变现方式···············234
本章小结······································236
课后拓展······································237
课后实训······································238
参考文献···········································239
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