第1 章市场营销的认知······················1__eol__1.1 什么是市场营销··························2__eol__1.1.1 市场的含义·······················2__eol__1.1.2 市场营销的含义及特点········3__eol__1.1.3 研究市场的意义·················5__eol__1.2 市场营销的核心要素····················7__eol__1.2.1 需要、欲望和需求··············7__eol__1.2.2 产品································8__eol__1.2.3 效用、价值和满足··············8__eol__1.2.4 交换和交易·······················8__eol__1.2.5 市场································9__eol__1.2.6 市场营销和市场营销者········9__eol__1.3 市场营销管理 ··························· 10__eol__1.4 市场营销观念的演变·················· 12__eol__1.4.1 传统市场营销观念············ 12__eol__1.4.2 市场营销观念·················· 14__eol__1.4.3 社会市场营销观念············ 14__eol__1.5 客户满意理论 ··························· 16__eol__1.5.1 客户让渡价值·················· 16__eol__1.5.2 客户满意度理论（CS理论） ··························· 18__eol__本章小结······································· 20__eol__课后拓展······································· 20__eol__课后实训······································· 21__eol__第2 章市场营销环境分析················· 22__eol__2.1 市场营销环境概述····················· 23__eol__2.1.1 市场营销环境的概念········· 23__eol__2.1.2 营销环境的特征··············· 23__eol__2.2 市场营销宏观环境分析··············· 24__eol__2.2.1 人口环境························ 24__eol__2.2.2 经济环境························ 26__eol__2.2.3 自然环境························ 28__eol__2.2.4 政治、法律环境··············· 28__eol__2.2.5 社会文化环境·················· 29__eol__2.2.6 科技环境························ 29__eol__2.3 市场营销微观环境分析··············· 30__eol__2.3.1 企业内部环境·················· 30__eol__2.3.2 供应商与营销中介············ 31__eol__2.3.3 社会公众························ 32__eol__2.3.4 竞争者··························· 32__eol__2.3.5 目标客户························ 33__eol__2.4 市场营销环境分析方法··············· 33__eol__2.4.1 SWOT 分析法·················· 33__eol__2.4.2 机会潜在吸引力与企业成功__eol__概率分析························ 35__eol__2.4.3 潜在威胁的严重性与威胁出__eol__现的可能性分析··············· 35__eol__2.4.4 威胁与机会的分析············ 36__eol__本章小结······································· 36__eol__课后拓展······································· 37__eol__课后实训······································· 37__eol__第3 章市场营销信息系统················· 39__eol__3.1 市场营销信息系统概述··············· 40__eol__3.1.1 市场营销信息的含义与特征······························ 40__eol__3.1.2 市场营销信息的作用········· 41__eol__3.1.3 市场营销信息系统的构成··· 42__eol__3.2 市场调查 ································· 44__eol__3.2.1 市场调查的含义··············· 44__eol__3.2.2 市场调查的特点··············· 44__eol__3.2.3 市场营销调查的分类········· 45__eol__3.2.4 市场调查的内容··············· 46__eol__3.2.5 市场调查的方法··············· 48__eol__3.2.6 市场调查的步骤··············· 49__eol__3.3 市场营销预测 ··························· 51__eol__3.3.1 市场营销资料的整理········· 51__eol__3.3.2 市场营销资料分析············ 52__eol__3.3.3 市场营销预测方法············ 53__eol__本章小结······································· 54__eol__课后拓展······································· 55__eol__课后实训······································· 56__eol__第4 章消费者市场分析···················· 57__eol__4.1 消费者市场购买行为模式分析······ 59__eol__4.1.1 消费者市场的含义············ 59__eol__4.1.2 消费者市场的特点············ 59__eol__4.1.3 消费者购买行为模式········· 60__eol__4.2 影响消费者购买行为的因素分析··· 61__eol__4.2.1 社会文化因素·················· 61__eol__4.2.2 个人因素························ 65__eol__4.2.3 心理因素························ 67__eol__4.3 消费者购买决策过程分析············ 70__eol__4.3.1 消费者购买决策过程的参与者······························ 71__eol__4.3.2 消费者购买行为的类型······ 71__eol__4.3.3 消费者购买决策过程········· 72__eol__本章小结······································· 75__eol__课后拓展······································· 76__eol__课后实训······································· 76__eol__第5 章目标市场营销策略················· 77__eol__5.1 市场细分 ································· 79__eol__5.1.1 市场细分的含义··············· 79__eol__5.1.2 市场细分的作用··············· 80__eol__5.1.3 市场细分的标准··············· 81__eol__5.1.4 市场细分的原则··············· 83__eol__5.2 目标市场 ································· 84__eol__5.2.1 目标市场的含义··············· 84__eol__5.2.2 目标市场选择模式············ 85__eol__5.2.3 目标市场营销策略············ 86__eol__5.3 市场定位 ································· 88__eol__5.3.1 市场定位的含义··