本書采用通俗易懂的語(yǔ)言，對(duì)市場(chǎng)營(yíng)銷的基本理論進(jìn)行了整理和歸納，在編排上，既注重理論的完整性，又加強(qiáng)了技能的強(qiáng)化與訓(xùn)練，做到了理論夠用、技能實(shí)用。本書共計(jì)12章，其主要內(nèi)容包括市場(chǎng)營(yíng)銷的認(rèn)知、市場(chǎng)營(yíng)銷環(huán)境分析、市場(chǎng)營(yíng)銷信息系統(tǒng)、消費(fèi)者市場(chǎng)分析、目標(biāo)市場(chǎng)營(yíng)銷策略、產(chǎn)品策略、價(jià)格策略、分銷策略、促銷策略、市場(chǎng)營(yíng)銷組織與管理、市場(chǎng)營(yíng)銷策劃和市場(chǎng)營(yíng)銷的新發(fā)展等。每章均附有案例導(dǎo)入、相關(guān)鏈接、營(yíng)銷視野、課后拓展，以便學(xué)生理解與掌握。
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第1 章市場(chǎng)營(yíng)銷的認(rèn)知······················1
1.1 什么是市場(chǎng)營(yíng)銷··························2
1.1.1 市場(chǎng)的含義·······················2
1.1.2 市場(chǎng)營(yíng)銷的含義及特點(diǎn)········3
1.1.3 研究市場(chǎng)的意義·················5
1.2 市場(chǎng)營(yíng)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(jià)值和滿足··············8
1.2.4 交換和交易·······················8
1.2.5 市場(chǎng)································9
1.2.6 市場(chǎng)營(yíng)銷和市場(chǎng)營(yíng)銷者········9
1.3 市場(chǎng)營(yíng)銷管理 ··························.10
1.4 市場(chǎng)營(yíng)銷觀念的演變·················.12
1.4.1 傳統(tǒng)市場(chǎng)營(yíng)銷觀念···········.12
1.4.2 市場(chǎng)營(yíng)銷觀念·················.14
1.4.3 社會(huì)市場(chǎng)營(yíng)銷觀念···········.14
1.5 客戶滿意理論 ··························.16
1.5.1 客戶讓渡價(jià)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(shí)訓(xùn)······································.21
第2 章市場(chǎng)營(yíng)銷環(huán)境分析················.22
2.1 市場(chǎng)營(yíng)銷環(huán)境概述····················.23
2.1.1 市場(chǎng)營(yíng)銷環(huán)境的概念········.23
2.1.2 營(yíng)銷環(huán)境的特征··············.23
2.2 市場(chǎng)營(yíng)銷宏觀環(huán)境分析··············.24
2.2.1 人口環(huán)境·······················.24
2.2.2 經(jīng)濟(jì)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(huì)文化環(huán)境·················.29
2.2.6 科技環(huán)境·······················.29
2.3 市場(chǎng)營(yíng)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(yíng)銷中介···········.31
2.3.3 社會(huì)公眾·······················.32
2.3.4 競(jìng)爭(zhēng)者··························.32
2.3.5 目標(biāo)客戶·······················.33
2.4 市場(chǎng)營(yíng)銷環(huán)境分析方法··············.33
2.4.1 SWOT 分析法·················.33
2.4.2 機(jī)會(huì)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(yán)重性與威脅出
現(xiàn)的可能性分析··············.35
2.4.4 威脅與機(jī)會(huì)的分析···········.36
本章小結(jié)······································.36
課后拓展······································.37
課后實(shí)訓(xùn)······································.37
第3 章市場(chǎng)營(yíng)銷信息系統(tǒng)················.39
3.1 市場(chǎng)營(yíng)銷信息系統(tǒng)概述··············.40
3.1.1 市場(chǎng)營(yíng)銷信息的含義與特征·····························.40
3.1.2 市場(chǎng)營(yíng)銷信息的作用········.41
3.1.3 市場(chǎng)營(yíng)銷信息系統(tǒng)的構(gòu)成··.42
3.2 市場(chǎng)調(diào)查 ································.44
3.2.1 市場(chǎng)調(diào)查的含義··············.44
3.2.2 市場(chǎng)調(diào)查的特點(diǎn)··············.44
3.2.3 市場(chǎng)營(yíng)銷調(diào)查的分類········.45
3.2.4 市場(chǎng)調(diào)查的內(nèi)容··············.46
3.2.5 市場(chǎng)調(diào)查的方法··············.48
3.2.6 市場(chǎng)調(diào)查的步驟··············.49
3.3 市場(chǎng)營(yíng)銷預(yù)測(cè) ··························.51
3.3.1 市場(chǎng)營(yíng)銷資料的整理········.51
3.3.2 市場(chǎng)營(yíng)銷資料分析···········.52
3.3.3 市場(chǎng)營(yíng)銷預(yù)測(cè)方法···········.53
本章小結(jié)······································.54
課后拓展······································.55
課后實(shí)訓(xùn)······································.56
第4 章消費(fèi)者市場(chǎng)分析···················.57
4.1 消費(fèi)者市場(chǎng)購(gòu)買行為模式分析·····.59
4.1.1 消費(fèi)者市場(chǎng)的含義···········.59
4.1.2 消費(fèi)者市場(chǎng)的特點(diǎn)···········.59
4.1.3 消費(fèi)者購(gòu)買行為模式········.60
4.2 影響消費(fèi)者購(gòu)買行為的因素分析··.61
4.2.1 社會(huì)文化因素·················.61
4.2.2 個(gè)人因素·······················.65
4.2.3 心理因素·······················.67
4.3 消費(fèi)者購(gòu)買決策過(guò)程分析···········.70
4.3.1 消費(fèi)者購(gòu)買決策過(guò)程的參與者·····························.71
4.3.2 消費(fèi)者購(gòu)買行為的類型·····.71
4.3.3 消費(fèi)者購(gòu)買決策過(guò)程········.72
本章小結(jié)······································.75
課后拓展······································.76
課后實(shí)訓(xùn)······································.76
第5 章目標(biāo)市場(chǎng)營(yíng)銷策略················.77
5.1 市場(chǎng)細(xì)分 ································.79
5.1.1 市場(chǎng)細(xì)分的含義··············.79
5.1.2 市場(chǎng)細(xì)分的作用··············.80
5.1.3 市場(chǎng)細(xì)分的標(biāo)準(zhǔn)··············.81
5.1.4 市場(chǎng)細(xì)分的原則··············.83
5.2 目標(biāo)市場(chǎng) ································.84
5.2.1 目標(biāo)市場(chǎng)的含義··············.84
5.2.2 目標(biāo)市場(chǎng)選擇模式···········.85
5.2.3 目標(biāo)市場(chǎng)營(yíng)銷策略···········.86
5.3 市場(chǎng)定位 ································.88
5.3.1 市場(chǎng)定位的含義··············.89
5.3.2 市場(chǎng)定位的內(nèi)容與作用·····.89
5.3.3 市場(chǎng)定位的步驟··············.90
5.3.4 市場(chǎng)定位的策略··············.91
本章小結(jié)······································.92
課后拓展······································.93
課后實(shí)訓(xùn)······································.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(jì)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(jì)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.
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