本書按照“理解市場營銷—開展市場研究—制定營銷戰(zhàn)略—設(shè)計營銷策略”的邏輯順序，系統(tǒng)介紹了
市場營銷基本理論。本書共包括4 篇11 章，第1 篇探討了市場營銷學(xué)的基本概念、基本觀念和學(xué)科發(fā)展概
況，第2 篇探討了市場營銷環(huán)境、市場需求、顧客購買行為、市場營銷調(diào)研，第3 篇探討了市場營銷的STP
戰(zhàn)略、競爭性市場營銷戰(zhàn)略，第4 篇探討了市場營銷的產(chǎn)品策略、價格策略、分銷渠道策略、促銷策略。
本書力求對接高素質(zhì)應(yīng)用型人才培養(yǎng)目標(biāo)，既關(guān)注市場營銷理論新發(fā)展及本土優(yōu)秀企業(yè)市場營銷新實(shí)
踐，又重視黨的二十大精神進(jìn)教材，以及實(shí)現(xiàn)全方位育人的教育目標(biāo)。本書可作為普通高等院校市場營銷、
工商管理、電子商務(wù)等專業(yè)的教材和參考用書，也可作為市場營銷從業(yè)人員學(xué)習(xí)及培訓(xùn)的參考書。
李林
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李林，教授，碩導(dǎo)，武昌首義學(xué)院經(jīng)濟(jì)管理學(xué)院副院長，市場營銷專業(yè)學(xué)科帶頭人，兼任中國高等院校市場學(xué)研究會常務(wù)理事、湖北省市場營銷學(xué)會常務(wù)理事。省級精品資源共享課程（市場營銷學(xué)）負(fù)責(zé)人，省級一流本科專業(yè)建設(shè)點(diǎn)（市場營銷專業(yè)）負(fù)責(zé)人，一流線上課程“營銷學(xué)的那點(diǎn)事兒"學(xué)術(shù)總策劃、課程負(fù)責(zé)人；先后主持13項科研、教研項目及委托項目，出版學(xué)術(shù)著作3部，在《科技管理研究》《企業(yè)經(jīng)濟(jì)》等期刊發(fā)表論文31篇；曾榮獲湖北省優(yōu)秀學(xué)士學(xué)位論文指導(dǎo)教師、省級學(xué)科競賽優(yōu)秀指導(dǎo)教師、校教學(xué)成果一等獎等。
第1 篇 理解市場營銷
第1 章 市場營銷學(xué)導(dǎo)論 ····················· 3
1.1 市場及市場營銷 ························· 4
1.1.1 市場的定義及分類 ············· 4
1.1.2 市場營銷的含義及相關(guān)
概念 ······························· 5
1.2 營銷觀念的演進(jìn) ························· 7
1.2.1 生產(chǎn)觀念 ························· 7
1.2.2 產(chǎn)品觀念 ························· 8
1.2.3 推銷觀念 ························· 8
1.2.4 市場營銷觀念 ··················· 9
1.2.5 社會營銷觀念 ·················· 10
1.3 市場營銷模式 ··························· 12
1.3.1 4P’s 模式 ························ 12
1.3.2 4P’s 的發(fā)展模式 ·············· 13
1.3.3 4C’s 模式 ······················· 13
1.3.4 4R’s 模式 ······················· 14
1.4 市場營銷學(xué)的研究對象、特點(diǎn)和
研究方法 ······························· 15
1.4.1 市場營銷學(xué)的研究對象 ····· 15
1.4.2 市場營銷學(xué)的特點(diǎn) ··········· 15
1.4.3 市場營銷學(xué)的研究方法 ····· 16
1.5 市場營銷學(xué)發(fā)展簡史 ················· 17
1.5.1 國外市場營銷學(xué)發(fā)展簡史 ···· 17
1.5.2 國內(nèi)市場營銷學(xué)發(fā)展簡史 ···· 19
1.5.3 市場營銷理念的創(chuàng)新和
發(fā)展 ····························· 20
習(xí)題 ············································· 23
第2 篇 開展市場研究
第2 章 市場營銷環(huán)境 ························ 29
2.1 市場營銷環(huán)境的含義及特點(diǎn) ········· 30
2.1.1 市場營銷環(huán)境的含義 ········· 30
2.1.2 市場營銷環(huán)境的特點(diǎn) ········· 30
2.2 微觀市場營銷環(huán)境 ····················· 33
2.2.1 供應(yīng)商 ··························· 33
2.2.2 企業(yè)內(nèi)部環(huán)境 ·················· 33
2.2.3 營銷中介 ························ 34
2.2.4 公眾 ······························ 34
2.2.5 顧客 ······························ 36
2.2.6 競爭者 ··························· 36
2.3 宏觀市場營銷環(huán)境 ····················· 40
2.3.1 政治法律環(huán)境 ················· 41
2.3.2 經(jīng)濟(jì)環(huán)境 ······················· 43
2.3.3 社會文化環(huán)境 ················· 47
2.3.4 科學(xué)技術(shù)環(huán)境 ················· 50
2.3.5 人口環(huán)境 ······················· 51
2.3.6 自然環(huán)境 ······················· 54
2.4 市場營銷環(huán)境分析與對策 ··········· 55
2.4.1 市場機(jī)會及對策 ·············· 56
2.4.2 環(huán)境威脅及對策 ·············· 58
習(xí)題 ············································· 60
第3 章 市場需求 ······························ 63
3.1 市場需求概述 ·························· 64
3.1.1 顧客分類 ························ 64
3.1.2 市場需求的不同形態(tài) ········· 67
3.2 市場需求測量 ··························· 71
3.2.1 市場需求測量的相關(guān)
概念 ······························ 71
3.2.2 當(dāng)前市場需求的測量 ········· 74
3.2.3 未來市場需求的預(yù)測 ········· 76
習(xí)題 ·············································· 78
第4 章 顧客購買行為 ························ 82
4.1 消費(fèi)者市場和消費(fèi)者購買行為 ······ 83
4.1.1 消費(fèi)者市場概述 ··············· 83
4.1.2 消費(fèi)品的分類 ·················· 84
4.1.3 消費(fèi)者行為模型 ··············· 85
4.1.4 影響消費(fèi)者購買行為的
主要因素 ························ 87
4.1.5 消費(fèi)者購買行為分析 ········· 94
4.2 生產(chǎn)者市場及其購買行為分析 ······ 97
4.2.1 生產(chǎn)者市場概述 ··············· 97
4.2.2 生產(chǎn)者市場的購買對象 ······ 98
4.2.3 生產(chǎn)者市場的主要購買
類型及購買決策的主要
參與者 ··························· 99
4.3 中間商市場及其購買行為分析 ···· 101
4.3.1 中間商市場概述 ············· 101
4.3.2 中間商市場的購買決策 ···· 101
4.4 非營利性組織市場及其購買
行為分析 ······························· 102
4.4.1 非營利性組織市場 ·········· 102
4.4.2 政府市場 ······················ 103
習(xí)題 ············································ 104
第5 章 市場營銷調(diào)研 ······················ 108
5.1 市場營銷信息系統(tǒng) ··················· 109
5.1.1 市場營銷信息的含義與
特征 ···························· 109
5.1.2 市場營銷信息系統(tǒng)的
含義與構(gòu)成 ··················· 110
5.2 市場營銷調(diào)研概述 ··················· 112
5.2.1 市場營銷調(diào)研的含義與
類型 ···························· 112
5.2.2 市場營銷調(diào)研的內(nèi)容 ······· 114
5.2.3 市場營銷調(diào)研的程序 ······· 117
5.3 市場營銷調(diào)研的方法 ················ 122
5.3.1 確定調(diào)研對象的方法 ······· 122
5.3.2 收集資料的方法 ············· 124
5.3.3 調(diào)查問卷設(shè)計 ················ 129
習(xí)題 ············································ 132
第3 篇 制定營銷戰(zhàn)略
第6 章 市場營銷的STP 戰(zhàn)略 ·········· 139
6.1 市場細(xì)分 ······························· 140
6.1.1 市場細(xì)分的定義及意義 ···· 140
6.1.2 市場細(xì)分的標(biāo)準(zhǔn) ············· 142
6.1.3 市場細(xì)分的原則 ············· 147
6.1.4 市場細(xì)分的程序 ············· 147
6.2 目標(biāo)市場選擇 ························· 148
6.2.1 目標(biāo)市場及其選擇 ·········· 148
6.2.2 目標(biāo)市場選擇模式 ·········· 149
6.2.3 目標(biāo)市場營銷戰(zhàn)略 ·········· 151
6.2.4 影響目標(biāo)市場營銷戰(zhàn)略
選擇的因素 ··················· 153
6.3 市場定位 ······························· 154
6.3.1 市場定位概述 ················ 154
6.3.2 市場定位的步驟 ············· 157
6.3.3 市場定位戰(zhàn)略的類型 ······· 157
習(xí)題 ············································ 158
第7 章 競爭性市場營銷戰(zhàn)略 ············ 162
7.1 競爭戰(zhàn)略的基本類型 ················ 163
7.1.1 總成本領(lǐng)先戰(zhàn)略 ············· 163
7.1.2 差異化戰(zhàn)略 ··················· 165
7.1.3 集中化戰(zhàn)略 ··················· 167
7.2 市場領(lǐng)導(dǎo)者戰(zhàn)略 ······················ 169
7.2.1 市場領(lǐng)導(dǎo)者的定義 ·········· 169
7.2.2 市場領(lǐng)導(dǎo)者的戰(zhàn)略 ·········· 169
7.3 市場挑戰(zhàn)者戰(zhàn)略 ······················ 173
7.3.1 市場挑戰(zhàn)者的定義 ·········· 173
7.3.2 挑戰(zhàn)對象的選擇 ············· 173
7.3.3 進(jìn)攻策略的選擇 ············· 174
7.4 市場追隨者與市場補(bǔ)缺者戰(zhàn)略 ···· 175
7.4.1 市場追隨者 ··················· 175
7.4.2 市場補(bǔ)缺者 ··················· 176
習(xí)題 ············································ 177
第4 篇 設(shè)計營銷策略
第8 章 產(chǎn)品策略 ····························· 183
8.1 產(chǎn)品概述 ······························· 184
8.1.1 產(chǎn)品整體概念 ················ 184
8.1.2 產(chǎn)品分類 ······················ 187
8.1.3 產(chǎn)品組合 ······················ 187
8.2 產(chǎn)品生命周期 ························· 190
8.2.1 產(chǎn)品生命周期的概念 ······· 190
8.2.2 產(chǎn)品生命周期營銷策略 ···· 191
8.3 新產(chǎn)品開發(fā) ···························· 194
8.3.1 新產(chǎn)品的概念及分類 ······· 195
8.3.2 新產(chǎn)品開發(fā)的程序 ·········· 196
8.3.3 新產(chǎn)品的市場擴(kuò)散 ·········· 201
8.4 品牌與包裝 ···························· 205
8.4.1 品牌、商標(biāo)與品牌資產(chǎn) ···· 205
8.4.2 品牌策略 ······················ 209
8.4.3 包裝策略 ······················ 216
習(xí)題 ············································ 219
第9 章 價格策略 ····························· 222
9.1 影響定價的主要因素 ················ 223
9.1.1 定價目標(biāo) ······················ 223
9.1.2 產(chǎn)品成本 ······················ 225
9.1.3 企業(yè)的營銷組合 ············· 226
9.1.4 消費(fèi)者的購買心理 ·········· 227
9.1.5 市場競爭狀況 ················ 228
9.1.6 市場供求狀況 ················ 229
9.1.7 國家政策與法律 ············· 230
9.2 定價的一般方法 ······················ 231
9.2.1 成本導(dǎo)向定價法 ············· 231
9.2.2 需求導(dǎo)向定價法 ············· 234
9.2.3 競爭導(dǎo)向定價法 ············· 237
9.3 定價的基本策略 ······················ 239
9.3.1 新產(chǎn)品定價策略 ············· 239
9.3.2 心理定價策略 ················ 242
9.3.3 地理定價策略 ················ 244
9.3.4 折扣與讓價策略 ············· 246
9.3.5 產(chǎn)品組合定價策略 ·········· 247
9.4 價格調(diào)整 ······························· 249
9.4.1 主動調(diào)價 ······················ 249
9.4.2 被動調(diào)價 ······················ 251
習(xí)題 ············································ 253
第10 章 分銷渠道策略····················· 257
10.1 分銷渠道概述 ························ 258
10.1.1 分銷渠道的定義及功能 ···· 258
10.1.2 分銷渠道的流程結(jié)構(gòu) ······ 260
10.1.3 分銷渠道的基本類型 ······ 261
10.2 中間商 ································· 262
10.2.1 中間商的作用和分類 ······ 262
10.2.2 批發(fā)商 ························ 263
10.2.3 零售商 ························ 263
10.2.4 經(jīng)紀(jì)人和代理商 ············ 265
10.3 分銷渠道的設(shè)計和管理 ············ 267
10.3.1 分銷渠道的設(shè)計 ············ 267
10.3.2 分銷渠道的管理 ············ 269
10.4 市場竄貨 ······························ 272
10.4.1 竄貨的概念與分類 ········· 272
10.4.2 竄貨的原因 ·················· 273
10.4.3 竄貨的治理對策 ············ 274
10.5 電子網(wǎng)絡(luò)渠道 ························ 277
10.5.1 電子網(wǎng)絡(luò)渠道的含義、
特點(diǎn)、功能與分類 ········· 277
10.5.2 電子網(wǎng)絡(luò)環(huán)境下的
渠道管理 ····················· 279
習(xí)題 ············································ 281
第11 章 促銷策略 ··························· 285
11.1 促銷與促銷組合 ···················· 286
11.1.1 促銷的概念及作用 ········ 286
11.1.2 促銷活動中的信息
溝通過程 ···················· 288
11.1.3 促銷組合及其影響
因素 ·························· 290
11.2 人員推銷 ····························· 292
11.2.1 人員推銷的定義和
特點(diǎn) ·························· 292
11.2.2 人員推銷的程序 ··········· 293
11.2.3 推銷人員的管理 ··········· 294
11.2.4 對推銷人員的激勵 ········ 295
11.3 廣告 ··································· 297
11.3.1 廣告的概念和類型 ········ 297
11.3.2 廣告媒體 ····················· 298
11.3.3 廣告訴求策略 ··············· 302
11.4 營業(yè)推廣 ······························ 302
11.4.1 營業(yè)推廣的概念和
特點(diǎn) ··························· 302
11.4.2 營業(yè)推廣的方式 ············ 303
11.4.3 營業(yè)推廣的實(shí)施過程 ······ 304
11.5 公共關(guān)系 ······························ 305
11.5.1 公共關(guān)系的概念、
特點(diǎn)和工具 ·················· 305
11.5.2 公共關(guān)系在營銷中的
作用 ··························· 306
11.5.3 公共關(guān)系的活動方式 ······ 307
11.5.4 危機(jī)公關(guān) ····················· 309
習(xí)題 ············································ 311
參考文獻(xiàn) ··········································· 315
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