市场营销知识（第4版）
定价：￥39.00
作者： 薛聪
出版时间：2026-04
出版社：电子工业出版社
- 电子工业出版社
- 9787121509179
- 1-2
- 16开
- 2026-04
- 224
- 财经商贸大类
- 商贸类
- 中职
内容简介
本书全面介绍了市场营销的知识体系，并结合大量实训、实例，系统阐述了市场营销的主要内容。本书共９ 个项目，包括感悟市场营销、市场营销环境分析、消费品市场分析、确定目标市场、制定产品策略、选择定价策略、建立销售渠道、开展产品促销、创新市场营销等内容。本书还配有免费的电子教学参考资料包(包括教学指南、电子教案及习题答案等)。 本书既可作为中等职业学校财经商贸类专业的基础课程教材，也可作为在职营销人员的培训教材或自学用书。
目录
项目一 感悟市场营销 ····························································· １
任务一 认知市场 ····································································· ３
任务二 认知市场营销 ······························································· ５
任务三 树立市场营销观念 ························································· ８
练习与实训一 ········································································ １１
项目二 市场营销环境分析 ························································ １３
任务一 认知市场营销宏观环境 ··················································· １５
任务二 认知市场营销微观环境 ··················································· ２２
练习与实训二 ········································································ ２５
项目三 消费品市场分析 ·························································· ２８
任务一 认知消费品市场 ···························································· ２９
任务二 分析消费者购买行为 ······················································· ３１
任务三 分析影响消费者购买行为的因素 ········································· ３５
练习与实训三 ········································································ ４１
项目四 确定目标市场 ····························································· ４４
任务一 认知市场细分 ······························································· ４６
任务二 选择目标市场 ······························································· ５２
任务三 进行市场定位 ······························································· ５６
练习与实训四 ········································································ ５９
项目五 制定产品策略 ····························································· ６１
任务一 理解整体产品的构成 ······················································· ６３
任务二 认知产品生命周期策略 ··················································· ７３
任务三 认知新产品开发策略 ····················································· ７７
任务四 认知产品组合策略 ························································· ８０
练习与实训五 ········································································ ８２
项目六 选择定价策略 ····························································· ８５
任务一 分析影响产品定价的因素 ················································· ８６
任务二 分析定价方法 ······························································· ８９
任务三 分析定价策略 ······························································· ９３
练习与实训六 ······································································ １０３
项目七 建立销售渠道 ···························································· １０５
任务一 认知销售渠道 ····························································· １０６
任务二 认知中间商 ································································ １１０
任务三 设计并管理销售渠道 ····················································· １１２
练习与实训七 ······································································ １１８
项目八 开展产品促销 ···························································· １２０
任务一 认知促销与促销组合 ····················································· １２１
任务二 实施人员推销策略 ······················································· １２３
任务三 实施广告策略 ····························································· １２７
任务四 实施营业推广策略 ························································· １３１
任务五 实施公共关系策略 ························································· １３３
练习与实训八 ······································································ １３６
项目九 创新市场营销 ···························································· １３８
任务一 认知网络营销 ······························································ １４０
任务二 认知文化营销 ······························································ １４４
任务三 认知服务营销 ······························································ １４６
任务四 认知绿色营销 ······························································ １５２
练习与实训九 ······································································ １５４
参考文献 ···
任务一 认知市场 ····································································· ３
任务二 认知市场营销 ······························································· ５
任务三 树立市场营销观念 ························································· ８
练习与实训一 ········································································ １１
项目二 市场营销环境分析 ························································ １３
任务一 认知市场营销宏观环境 ··················································· １５
任务二 认知市场营销微观环境 ··················································· ２２
练习与实训二 ········································································ ２５
项目三 消费品市场分析 ·························································· ２８
任务一 认知消费品市场 ···························································· ２９
任务二 分析消费者购买行为 ······················································· ３１
任务三 分析影响消费者购买行为的因素 ········································· ３５
练习与实训三 ········································································ ４１
项目四 确定目标市场 ····························································· ４４
任务一 认知市场细分 ······························································· ４６
任务二 选择目标市场 ······························································· ５２
任务三 进行市场定位 ······························································· ５６
练习与实训四 ········································································ ５９
项目五 制定产品策略 ····························································· ６１
任务一 理解整体产品的构成 ······················································· ６３
任务二 认知产品生命周期策略 ··················································· ７３
任务三 认知新产品开发策略 ····················································· ７７
任务四 认知产品组合策略 ························································· ８０
练习与实训五 ········································································ ８２
项目六 选择定价策略 ····························································· ８５
任务一 分析影响产品定价的因素 ················································· ８６
任务二 分析定价方法 ······························································· ８９
任务三 分析定价策略 ······························································· ９３
练习与实训六 ······································································ １０３
项目七 建立销售渠道 ···························································· １０５
任务一 认知销售渠道 ····························································· １０６
任务二 认知中间商 ································································ １１０
任务三 设计并管理销售渠道 ····················································· １１２
练习与实训七 ······································································ １１８
项目八 开展产品促销 ···························································· １２０
任务一 认知促销与促销组合 ····················································· １２１
任务二 实施人员推销策略 ······················································· １２３
任务三 实施广告策略 ····························································· １２７
任务四 实施营业推广策略 ························································· １３１
任务五 实施公共关系策略 ························································· １３３
练习与实训八 ······································································ １３６
项目九 创新市场营销 ···························································· １３８
任务一 认知网络营销 ······························································ １４０
任务二 认知文化营销 ······························································ １４４
任务三 认知服务营销 ······························································ １４６
任务四 认知绿色营销 ······························································ １５２
练习与实训九 ······································································ １５４
参考文献 ···
