MBA市场营销学400页docVIP免费

第1页共883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883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..........................................................28第2页共883页第1页共883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883页1.4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...............................................654．1．3消费者购买行为的分析...............................................674．1．4消费者购买形态分析...................................................694．1．5消费者购买程序...........................................................704．2生产者购买行为.......................................................................724．2．1资料的分析...................................................................724．2．2生产者市场需求的特点...............................................734．2．3生产资料购买决策分析...............................................745.1市场调研的内容.........................................................................795．1．1市场调研的意义...........................................................795．1．2市场调研的内容...........................................................79第3页共883页第2页共883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3页共883页5．1．3市场调研的类型...........................................................825.2市场调研的步骤.........................................................................835．2．1调研准备阶段...............................................................835．2．2正式调研阶段...............................................................845．2．3资料处...