Маркетинг (464,86 руб.)

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内 容 提 要 市场营销是一门实践性很强的应用学科，也是市场营销管理及相关专业学生了解营销理论知 识，掌握营销技能的必修课。本书从营销基本理论、市场营销调研、市场开发分析和 4Ps 营销计划 四个方面系统讲述了市场营销相关知识，具有语言简洁、逻辑严密、案例丰富等特点，集理论性与 实践性于一体。 本书可作为本科院校、高职高专院校市场营销和相关专业的教材，也可作为相关从业人员的自 学参考书。 图书在版编目（ＣＩＰ）数据 市场营销学 / 王竹主编. -- 北京 : 航空工业出版 社, 2015.3 ISBN 978-7-5165-0692-9 Ⅰ. ①市… Ⅱ. ①王… Ⅲ. ①市场营销学 Ⅳ. ①F713.50 中国版本图书馆 CIP 数据核字(2015)第 053005 号 市场营销学 Shichang Yingxiaoxue 航空工业出版社出版发行 （北京市朝阳区北苑 2 号院 100012） 发行部电话：010-84936597 北京市科星印刷有限责任公司印刷 2015 年 3 月第 1 版 开本：787×1092 印数：1—4000 1/16 010-84936343 全国各地新华书店经售 2015 年 3 月第 1 次印刷 印张：20.25 字数：468 千字 定价：48.00 元

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编者的话 随着经济全球化的发展，市场竞争更加激烈，能否及时、准确、全面地获取市场信息， 并通过分析市场信息准确地预测和把握市场发展趋势，已经成为企业提高决策能力、管理 水平和整体竞争力的关键因素。为此，我们在参阅国内外大量资料和最新科研成果的基础 上，结合自身多年积累的教学经验编写了本书。 本书分为四个项目十四个任务，项目一为营销概述，要求学生了解市场营销学的相关 知识，树立企业营销观念，掌握营销创新策略；项目二为市场营销调研，要求学生分析营 销环境，掌握市场调研方法，分析消费者购买行为，分析产业市场购买行为；项目三为市 场开发分析，要求学生分析市场发展战略，明确目标市场战略，认识市场竞争策略；项目 四为 4Ps 营销计划，要求学生明确产品策略，掌握价格策略、分销策略、促销策略。 本书在编写过程，着力突出以下几个特点：  体例新颖，结构合理，易教易学：本教材采用项目教学法，围绕每个项目设置任 务，在每个任务开始提出“学习目标”，在知识目标和能力目标的指引下，通过 “知识准备”学习基础知识，然后通过“任务小结”进行总结概括，提炼要点， 随后，通过“任务训练”的真实情景，提高实践能力，最后，囊括多种题型的“知 识练习”帮助学生巩固知识。  案例丰富，突出趣味性和实践性：本教材在写作过程中，采用了学生喜闻乐见的 方式：大量采用“案例阅读”“拓展阅读”“提示”等体例，既重点突出，又引起 学生的阅读兴趣；在案例选编上，多采用近一年发生的真实案例，既增强学生对 市场营销原理的感性认识，又可以让学生更好地将理论和实践融为一体，培养其 分析问题、解决问题的能力。 本书由王竹担任主编，由付兵担任副主编，由郑淑平、何雁、杨彦、吴寿锋、莫兴军 参编。本书在编写过程中参考了很多专家的观点，征求了多方学者的意见，我们在此一并 表示感谢！ 由于编写时间仓促，编者水平有限，书中疏漏与不当之处在所难免，敬请广大读者批 评指正。 本书配有精美的教学课件和课后习题答案，读者可到北京金企鹅联合出版中心网站 （www.bjjqe.com）下载。 编 者 2015 年 2 月

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目 录 项目一 营销概述 ················································································································· 1 任务一 了解市场营销学相关知识 ·················································································· 2 一、市场营销学的产生和发展 ····························································································· 2 二、市场营销学的研究对象 ································································································ 4 三、市场营销学的研究内容 ································································································ 6 任务二 树立企业营销观念 ···························································································· 14 一、企业营销观念的演变 ·································································································· 14 二、现代营销观念与传统营销观念的区别 ·········································································· 18 三、市场营销需求 ············································································································ 19 任务三 掌握营销创新策略 ···························································································· 24 一、营销创新的概念 ········································································································ 24 二、营销创新的必要性 ····································································································· 24 三、营销创新策略 ············································································································ 25 项目二 市场营销调研 ······································································································· 35 任务四 分析营销环境 ··································································································· 36 一、市场营销环境概述 ····································································································· 36 二、宏观市场营销环境 ····································································································· 39 三、微观市场营销环境 ····································································································· 49 四、机会威胁分析 ············································································································ 53 任务五 掌握市场调研方法 ···························································································· 61 一、掌握市场营销调研的步骤及方法 ················································································· 61 二、问卷设计 ·················································································································· 66 三、编写市场调研报告 ····································································································· 69 任务六 分析消费者购买行为 ························································································ 77 一、消费者购买行为概述 ·································································································· 77 二、影响消费者购买行为的因素 ························································································ 81 三、消费者购买决策过程 ·································································································· 89 I

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市场营销学 任务七 分析产业市场购买行为 ···················································································· 95 一、产业市场购买行为的特征和类型 ················································································· 95 二、影响产业市场购买的因素 ··························································································· 98 三、产业市场购买决策过程各阶段的特点及其相应的营销对策 ··········································· 100 四、政府采购的内容及程序 ····························································································· 103 项目三 市场开发分析 ······································································································ 111 任务八 分析市场发展战略 ·························································································· 112 一、市场发展战略概述 ··································································································· 112 二、市场发展战略分析 ··································································································· 115 三、市场发展战略的实施步骤 ························································································· 119 任务九 明确目标市场战略 ·························································································· 124 一、市场细分 ················································································································· 124 二、目标市场的选择 ······································································································· 131 三、市场定位 ················································································································· 136 任务十 认识市场竞争策略 ·························································································· 147 一、市场竞争与竞争者分析 ····························································································· 148 二、市场营销竞争策略 ··································································································· 153 三、市场地位与竞争者 ··································································································· 157 项目四 4Ps 营销计划 ······································································································· 171 任务十一 明确产品策略 ······························································································ 172 一、产品概述 ················································································································· 172 二、产品组合 ················································································································· 177 三、产品寿命周期策略 ··································································································· 180 四、新产品的开发与采用 ································································································ 185 五、品牌策略 ················································································································· 192 六、包装策略 ················································································································· 203 任务十二 掌握价格策略 ······························································································ 214 一、价格概述 ················································································································· 215 二、产品定价的目标与方法 ····························································································· 220 三、产品定价策略 ·········································································································· 227 四、产品调价策略 ·········································································································· 235 任务十三 掌握分销策略 ······························································································ 244 一、分销渠道概述 ·········································································································· 244 二、分销渠道的类型、模式和系统 ··················································································· 249 II

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目 录 三、分销渠道选择策略 ··································································································· 260 四、分销渠道成员选择策略 ···························································································· 265 五、仓储、库存和运输 ··································································································· 273 任务十四 掌握促销策略 ······························································································ 285 一、促销概述 ················································································································ 285 二、促销组合策略 ·········································································································· 288 三、人员推销策略 ·········································································································· 290 四、广告促销策略 ·········································································································· 296 五、公关促销策略 ·········································································································· 303 六、营业推广策略 ·········································································································· 307 III

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