前言.....................................................................................................................................91.1市场及其相关概念................................................................................131．1．1市场的演变及含义..........................................................................131．1．2市场功能...............................................................................................171．1．3市场的构成与特征..........................................................................201.1.4现代市场体系和类型.............................................................................231.2市场营销的概念......................................................................................301.2.1市场营销的含义及特点......................................................................301．2．2研究市场对企业营销的意义.....................................................341.3市场营销学的形成与发展...........................................................361.4市场营销学的研究方法..................................................................402.1生产观念...........................................................................................................512.2产品观念...........................................................................................................522.3推销观念...........................................................................................................542.4营销观念...........................................................................................................552.5社会营销观念..............................................................................................573．1宏观环境......................................................................................................633．2微观环境....................................................................................................744．1消费者购买行为.................................................................................834．1．1消费者市场需求特点分析..........................................................834．1．2消费者购买动机的分析................................................................844．1．3消费者购买行为的分析................................................................874．1．4消费者购买形态分析.....................................................................904．1．5消费者购买程序...............................................................................914．2生产者购买行为.................................................................................934．2．1资料的分析..........................................................................................944．2．2生产者市场需求的特点................................................................954．2．3生产资料购买决策分析................................................................965.1市场调研的内容...................................................................................1025．1．1市场调研的意义.............................................................................1025．1．2市场调研的内容.............................................................................1025．1．3市场调研的类型.............................................................................1055.2市场调研的步骤...
