市場營銷基礎(chǔ)與實務(wù)（第2版）

項目一　認(rèn)識市場營銷..................................................................................................................1

任務(wù)一　認(rèn)識市場 .................................................................................................................2

任務(wù)二　認(rèn)識市場營銷 .........................................................................................................4

任務(wù)三　認(rèn)識市場營銷學(xué) .....................................................................................................5

任務(wù)四　認(rèn)識市場營銷人員 .................................................................................................7

任務(wù)五　樹立正確的市場營銷觀念 .....................................................................................9

任務(wù)六　樹立良好的營銷職業(yè)道德 ...................................................................................12

實訓(xùn)與練習(xí) ...........................................................................................................................13

擴(kuò)展閱讀 ...............................................................................................................................13

項目二　市場分析及目標(biāo)定位....................................................................................................16

任務(wù)一　做好營銷環(huán)境分析 ...............................................................................................17

任務(wù)二　做好市場調(diào)查分析 ...............................................................................................25

任務(wù)三　做好購買者行為分析 ...........................................................................................30

任務(wù)四　做好目標(biāo)市場分析 ...............................................................................................38

實訓(xùn)與練習(xí) ...........................................................................................................................47

擴(kuò)展閱讀 ...............................................................................................................................49

項目三　制訂產(chǎn)品開發(fā)策略........................................................................................................52

任務(wù)一　認(rèn)識產(chǎn)品的整體性概念 .......................................................................................53

任務(wù)二　認(rèn)識產(chǎn)品的生命周期 ...........................................................................................56

任務(wù)三　認(rèn)識產(chǎn)品的組合策略 ...........................................................................................60

任務(wù)四　認(rèn)識新產(chǎn)品開發(fā) ...................................................................................................66

任務(wù)五　認(rèn)識產(chǎn)品的品牌 ...................................................................................................71

任務(wù)六　認(rèn)識產(chǎn)品的包裝 ...................................................................................................78

實訓(xùn)與練習(xí) ...........................................................................................................................82

擴(kuò)展閱讀 ...............................................................................................................................84

項目四　掌握價格制訂策略........................................................................................................ 87

任務(wù)一　明確企業(yè)的定價目標(biāo) ........................................................................................... 89

任務(wù)二　分析影響定價的因素 ........................................................................................... 92

任務(wù)三　選擇產(chǎn)品定價方法 ............................................................................................... 96

任務(wù)四　選擇產(chǎn)品定價策略 ............................................................................................. 100

任務(wù)五　調(diào)整產(chǎn)品價格策略 ............................................................................................. 111

實訓(xùn)與練習(xí) ......................................................................................................................... 114

擴(kuò)展閱讀 ............................................................................................................................. 115

項目五　選擇分銷渠道.............................................................................................................. 118

任務(wù)一　認(rèn)識分銷渠道 ..................................................................................................... 119

任務(wù)二　設(shè)計分銷渠道 ..................................................................................................... 131

任務(wù)三　管理分銷渠道 ..................................................................................................... 140

任務(wù)四　關(guān)注渠道發(fā)展新趨勢 ......................................................................................... 143

實訓(xùn)與練習(xí) ......................................................................................................................... 145

擴(kuò)展閱讀 ............................................................................................................................. 146

項目六　策劃促銷策略.............................................................................................................. 149

任務(wù)一　認(rèn)識促銷策略 ..................................................................................................... 150

任務(wù)二　掌握人員推銷促銷策略 ..................................................................................... 152

任務(wù)三　掌握廣告促銷策略 ............................................................................................. 156

任務(wù)四　掌握營業(yè)推廣促銷策略 ..................................................................................... 163

任務(wù)五　掌握公共關(guān)系促銷策略 ..................................................................................... 169

任務(wù)六　綜合運(yùn)用促銷策略 ............................................................................................. 172

實訓(xùn)與練習(xí) ......................................................................................................................... 176

擴(kuò)展閱讀 ............................................................................................................................. 178

項目七　管理市場營銷活動...................................................................................................... 181

任務(wù)一　了解營銷管理者的任務(wù) ..................................................................................... 182

任務(wù)二　認(rèn)識市場營銷組織 ............................................................................................. 185

任務(wù)三　掌握競爭性營銷策略的制訂 ............................................................................. 190

任務(wù)四　掌握營銷工作的實施步驟 ................................................................................. 192

任務(wù)五　認(rèn)識市場營銷控制 ............................................................................................. 193

任務(wù)六　認(rèn)識市場營銷審計 ............................................................................................. 198

實訓(xùn)與練習(xí) ......................................................................................................................... 199

擴(kuò)展閱讀 ............................................................................................................................. 201