市場(chǎng)營(yíng)銷基礎(chǔ)與實(shí)務(wù)（第2版）

項(xiàng)目一　認(rèn)識(shí)市場(chǎng)營(yíng)銷..................................................................................................................1

任務(wù)一　認(rèn)識(shí)市場(chǎng) .................................................................................................................2

任務(wù)二　認(rèn)識(shí)市場(chǎng)營(yíng)銷 .........................................................................................................4

任務(wù)三　認(rèn)識(shí)市場(chǎng)營(yíng)銷學(xué) .....................................................................................................5

任務(wù)四　認(rèn)識(shí)市場(chǎng)營(yíng)銷人員 .................................................................................................7

任務(wù)五　樹立正確的市場(chǎng)營(yíng)銷觀念 .....................................................................................9

任務(wù)六　樹立良好的營(yíng)銷職業(yè)道德 ...................................................................................12

實(shí)訓(xùn)與練習(xí) ...........................................................................................................................13

擴(kuò)展閱讀 ...............................................................................................................................13

項(xiàng)目二　市場(chǎng)分析及目標(biāo)定位....................................................................................................16

任務(wù)一　做好營(yíng)銷環(huán)境分析 ...............................................................................................17

任務(wù)二　做好市場(chǎng)調(diào)查分析 ...............................................................................................25

任務(wù)三　做好購(gòu)買者行為分析 ...........................................................................................30

任務(wù)四　做好目標(biāo)市場(chǎng)分析 ...............................................................................................38

實(shí)訓(xùn)與練習(xí) ...........................................................................................................................47

擴(kuò)展閱讀 ...............................................................................................................................49

項(xiàng)目三　制訂產(chǎn)品開(kāi)發(fā)策略........................................................................................................52

任務(wù)一　認(rèn)識(shí)產(chǎn)品的整體性概念 .......................................................................................53

任務(wù)二　認(rèn)識(shí)產(chǎn)品的生命周期 ...........................................................................................56

任務(wù)三　認(rèn)識(shí)產(chǎn)品的組合策略 ...........................................................................................60

任務(wù)四　認(rèn)識(shí)新產(chǎn)品開(kāi)發(fā) ...................................................................................................66

任務(wù)五　認(rèn)識(shí)產(chǎn)品的品牌 ...................................................................................................71

任務(wù)六　認(rèn)識(shí)產(chǎn)品的包裝 ...................................................................................................78

實(shí)訓(xùn)與練習(xí) ...........................................................................................................................82

擴(kuò)展閱讀 ...............................................................................................................................84

項(xiàng)目四　掌握價(jià)格制訂策略........................................................................................................ 87

任務(wù)一　明確企業(yè)的定價(jià)目標(biāo) ........................................................................................... 89

任務(wù)二　分析影響定價(jià)的因素 ........................................................................................... 92

任務(wù)三　選擇產(chǎn)品定價(jià)方法 ............................................................................................... 96

任務(wù)四　選擇產(chǎn)品定價(jià)策略 ............................................................................................. 100

任務(wù)五　調(diào)整產(chǎn)品價(jià)格策略 ............................................................................................. 111

實(shí)訓(xùn)與練習(xí) ......................................................................................................................... 114

擴(kuò)展閱讀 ............................................................................................................................. 115

項(xiàng)目五　選擇分銷渠道.............................................................................................................. 118

任務(wù)一　認(rèn)識(shí)分銷渠道 ..................................................................................................... 119

任務(wù)二　設(shè)計(jì)分銷渠道 ..................................................................................................... 131

任務(wù)三　管理分銷渠道 ..................................................................................................... 140

任務(wù)四　關(guān)注渠道發(fā)展新趨勢(shì) ......................................................................................... 143

實(shí)訓(xùn)與練習(xí) ......................................................................................................................... 145

擴(kuò)展閱讀 ............................................................................................................................. 146

項(xiàng)目六　策劃促銷策略.............................................................................................................. 149

任務(wù)一　認(rèn)識(shí)促銷策略 ..................................................................................................... 150

任務(wù)二　掌握人員推銷促銷策略 ..................................................................................... 152

任務(wù)三　掌握廣告促銷策略 ............................................................................................. 156

任務(wù)四　掌握營(yíng)業(yè)推廣促銷策略 ..................................................................................... 163

任務(wù)五　掌握公共關(guān)系促銷策略 ..................................................................................... 169

任務(wù)六　綜合運(yùn)用促銷策略 ............................................................................................. 172

實(shí)訓(xùn)與練習(xí) ......................................................................................................................... 176

擴(kuò)展閱讀 ............................................................................................................................. 178

項(xiàng)目七　管理市場(chǎng)營(yíng)銷活動(dòng)...................................................................................................... 181

任務(wù)一　了解營(yíng)銷管理者的任務(wù) ..................................................................................... 182

任務(wù)二　認(rèn)識(shí)市場(chǎng)營(yíng)銷組織 ............................................................................................. 185

任務(wù)三　掌握競(jìng)爭(zhēng)性營(yíng)銷策略的制訂 ............................................................................. 190

任務(wù)四　掌握營(yíng)銷工作的實(shí)施步驟 ................................................................................. 192

任務(wù)五　認(rèn)識(shí)市場(chǎng)營(yíng)銷控制 ............................................................................................. 193

任務(wù)六　認(rèn)識(shí)市場(chǎng)營(yíng)銷審計(jì) ............................................................................................. 198

實(shí)訓(xùn)與練習(xí) ......................................................................................................................... 199

擴(kuò)展閱讀 ............................................................................................................................. 201