第1页共450页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共450页第2页共450页第1页共450页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共450页目录：前言.........................................................................................................................................................................61.1市场及其相关概念.....................................................................................................................................101．1．1市场的演变及含义..................................................................................................................101．1．2市场功能..................................................................................................................................131．1．3市场的构成与特征..................................................................................................................151.1.4现代市场体系和类型....................................................................................................................181.2市场营销的概念.........................................................................................................................................231.2.1市场营销的含义及特点...............................................................................................................231．2．2研究市场对企业营销的意义..................................................................................................261.3市场营销学的形成与发展.........................................................................................................................281.4市场营销学的研究方法.............................................................................................................................302.1生产观念.....................................................................................................................................................382.2产品观念.....................................................................................................................................................392.3推销观念.....................................................................................................................................................412.4营销观念.....................................................................................................................................................422.5社会营销观念.............................................................................................................................................433．1宏观环境..................................................................................................................................................483．2微观环境.................................................................................................................................................564．1消费者购买行为......................................................................................................................................644．1．1消费者市场需求特点分析......................................................................................................644．1．2消费者购买动机的分析...........................................................................................
