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.........
