本書按照“理解市場營銷—開展市場研究—制定營銷戰(zhàn)略—設計營銷策略”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的基本概念、基本觀念和學科發(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應用型人才培養(yǎng)目標，既關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
踐，又重視黨的二十大精神進教材，以及實現全方位育人的教育目標。本書可作為普通高等院校市場營銷、
工商管理、電子商務等專業(yè)的教材和參考用書，也可作為市場營銷從業(yè)人員學習及培訓的參考書。
李林
----------------------------
李林，教授，碩導，武昌首義學院經濟管理學院副院長，市場營銷專業(yè)學科帶頭人，兼任中國高等院校市場學研究會常務理事、湖北省市場營銷學會常務理事。省級精品資源共享課程（市場營銷學）負責人，省級一流本科專業(yè)建設點（市場營銷專業(yè)）負責人，一流線上課程“營銷學的那點事兒"學術總策劃、課程負責人；先后主持13項科研、教研項目及委托項目，出版學術著作3部，在《科技管理研究》《企業(yè)經濟》等期刊發(fā)表論文31篇；曾榮獲湖北省優(yōu)秀學士學位論文指導教師、省級學科競賽優(yōu)秀指導教師、校教學成果一等獎等。
第1 篇 理解市場營銷
第1 章 市場營銷學導論 ····················· 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
概念 ······························· 5
1.2 營銷觀念的演進 ························· 7
1.2.1 生產觀念 ························· 7
1.2.2 產品觀念 ························· 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 市場營銷學的研究對象、特點和
研究方法 ······························· 15
1.4.1 市場營銷學的研究對象 ····· 15
1.4.2 市場營銷學的特點 ··········· 15
1.4.3 市場營銷學的研究方法 ····· 16
1.5 市場營銷學發(fā)展簡史 ················· 17
1.5.1 國外市場營銷學發(fā)展簡史 ···· 17
1.5.2 國內市場營銷學發(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 ········· 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 ········· 30
2.2 微觀市場營銷環(huán)境 ····················· 33
2.2.1 供應商 ··························· 33
2.2.2 企業(yè)內部環(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 經濟環(huán)境 ······················· 43
2.3.3 社會文化環(huán)境 ················· 47
2.3.4 科學技術環(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 市場機會及對策 ·············· 56
2.4.2 環(huán)境威脅及對策 ·············· 58
習題 ············································· 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
概念 ······························ 71
3.2.2 當前市場需求的測量 ········· 74
3.2.3 未來市場需求的預測 ········· 76
習題 ·············································· 78
第4 章 顧客購買行為 ························ 82
4.1 消費者市場和消費者購買行為 ······ 83
4.1.1 消費者市場概述 ··············· 83
4.1.2 消費品的分類 ·················· 84
4.1.3 消費者行為模型 ··············· 85
4.1.4 影響消費者購買行為的
主要因素 ························ 87
4.1.5 消費者購買行為分析 ········· 94
4.2 生產者市場及其購買行為分析 ······ 97
4.2.1 生產者市場概述 ··············· 97
4.2.2 生產者市場的購買對象 ······ 98
4.2.3 生產者市場的主要購買
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
習題 ············································ 104
第5 章 市場營銷調研 ······················ 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
含義與構成 ··················· 110
5.2 市場營銷調研概述 ··················· 112
5.2.1 市場營銷調研的含義與
類型 ···························· 112
5.2.2 市場營銷調研的內容 ······· 114
5.2.3 市場營銷調研的程序 ······· 117
5.3 市場營銷調研的方法 ················ 122
5.3.1 確定調研對象的方法 ······· 122
5.3.2 收集資料的方法 ············· 124
5.3.3 調查問卷設計 ················ 129
習題 ············································ 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 市場細分 ······························· 140
6.1.1 市場細分的定義及意義 ···· 140
6.1.2 市場細分的標準 ············· 142
6.1.3 市場細分的原則 ············· 147
6.1.4 市場細分的程序 ············· 147
6.2 目標市場選擇 ························· 148
6.2.1 目標市場及其選擇 ·········· 148
6.2.2 目標市場選擇模式 ·········· 149
6.2.3 目標市場營銷戰(zhàn)略 ·········· 151
6.2.4 影響目標市場營銷戰(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 市場領導者戰(zhàn)略 ······················ 169
7.2.1 市場領導者的定義 ·········· 169
7.2.2 市場領導者的戰(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 進攻策略的選擇 ············· 174
7.4 市場追隨者與市場補缺者戰(zhàn)略 ···· 175
7.4.1 市場追隨者 ··················· 175
7.4.2 市場補缺者 ··················· 176
習題 ············································ 177
第4 篇 設計營銷策略
第8 章 產品策略 ····························· 183
8.1 產品概述 ······························· 184
8.1.1 產品整體概念 ················ 184
8.1.2 產品分類 ······················ 187
8.1.3 產品組合 ······················ 187
8.2 產品生命周期 ························· 190
8.2.1 產品生命周期的概念 ······· 190
8.2.2 產品生命周期營銷策略 ···· 191
8.3 新產品開發(fā) ···························· 194
8.3.1 新產品的概念及分類 ······· 195
8.3.2 新產品開發(fā)的程序 ·········· 196
8.3.3 新產品的市場擴散 ·········· 201
8.4 品牌與包裝 ···························· 205
8.4.1 品牌、商標與品牌資產 ···· 205
8.4.2 品牌策略 ······················ 209
8.4.3 包裝策略 ······················ 216
習題 ············································ 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 ······················ 223
9.1.2 產品成本 ······················ 225
9.1.3 企業(yè)的營銷組合 ············· 226
9.1.4 消費者的購買心理 ·········· 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 成本導向定價法 ············· 231
9.2.2 需求導向定價法 ············· 234
9.2.3 競爭導向定價法 ············· 237
9.3 定價的基本策略 ······················ 239
9.3.1 新產品定價策略 ············· 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 產品組合定價策略 ·········· 247
9.4 價格調整 ······························· 249
9.4.1 主動調價 ······················ 249
9.4.2 被動調價 ······················ 251
習題 ············································ 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 分銷渠道的流程結構 ······ 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 經紀人和代理商 ············ 265
10.3 分銷渠道的設計和管理 ············ 267
10.3.1 分銷渠道的設計 ············ 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 電子網絡渠道 ························ 277
10.5.1 電子網絡渠道的含義、
特點、功能與分類 ········· 277
10.5.2 電子網絡環(huán)境下的
渠道管理 ····················· 279
習題 ············································ 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 ·························· 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 ··························· 302
11.4.2 營業(yè)推廣的方式 ············ 303
11.4.3 營業(yè)推廣的實施過程 ······ 304
11.5 公共關系 ······························ 305
11.5.1 公共關系的概念、
特點和工具 ·················· 305
11.5.2 公共關系在營銷中的
作用 ··························· 306
11.5.3 公共關系的活動方式 ······ 307
11.5.4 危機公關 ····················· 309
習題 ············································ 311
參考文獻 ··········································· 315
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