国产91青青成人a在线/在线视频成人/aaa成人永久在线观看视频/深夜草莓视频app

本書精簡且通俗地闡述了與市場營銷實際工作息息相關(guān)的市場營銷基本概念、市場分析及目標(biāo)定位、制定產(chǎn)品開發(fā)策略、掌握價格制定策略、選擇分銷渠道、策劃促銷策略、管理市場營銷活動等內(nèi)容。 本書融知識性、實用性和趣味性于一體，具有"理論通俗明了、案例豐富充實、實訓(xùn)輕松實用”的特色。讓讀者在輕松學(xué)習(xí)中掌握營銷基礎(chǔ)知識。

羅生芳：廣西工商職業(yè)學(xué)院副教授，長期從事營銷類一線課程教學(xué)。出版多本教材。主要從事市場營銷基礎(chǔ)、銷售管理、市場營銷實務(wù)等課程教學(xué)。

項目一　認(rèn)識市場營銷..................................................................................................................1 任務(wù)一　認(rèn)識市場 .................................................................................................................2 任務(wù)二　認(rèn)識市場營銷 .........................................................................................................4 任務(wù)三　認(rèn)識市場營銷學(xué) .....................................................................................................5 任務(wù)四　認(rèn)識市場營銷人員 .................................................................................................7 任務(wù)五　樹立正確的市場營銷觀念 .....................................................................................9 任務(wù)六　樹立良好的營銷職業(yè)道德 ...................................................................................12 實訓(xùn)與練習(xí) ...........................................................................................................................13 擴(kuò)展閱讀 ...............................................................................................................................13 項目二　市場分析及目標(biāo)定位....................................................................................................16 任務(wù)一　做好營銷環(huán)境分析 ...............................................................................................17 任務(wù)二　做好市場調(diào)查分析 ...............................................................................................25 任務(wù)三　做好購買者行為分析 ...........................................................................................30 任務(wù)四　做好目標(biāo)市場分析 ...............................................................................................38 實訓(xùn)與練習(xí) ...........................................................................................................................47 擴(kuò)展閱讀 ...............................................................................................................................49 項目三　制訂產(chǎn)品開發(fā)策略........................................................................................................52 任務(wù)一　認(rèn)識產(chǎn)品的整體性概念 .......................................................................................53 任務(wù)二　認(rèn)識產(chǎn)品的生命周期 ...........................................................................................56 任務(wù)三　認(rèn)識產(chǎn)品的組合策略 ...........................................................................................60 任務(wù)四　認(rèn)識新產(chǎn)品開發(fā) ...................................................................................................66 任務(wù)五　認(rèn)識產(chǎn)品的品牌 ...................................................................................................71 任務(wù)六　認(rèn)識產(chǎn)品的包裝 ...................................................................................................78 實訓(xùn)與練習(xí) ...........................................................................................................................82 擴(kuò)展閱讀 ...............................................................................................................................84 項目四　掌握價格制訂策略........................................................................................................ 87 任務(wù)一　明確企業(yè)的定價目標(biāo) ........................................................................................... 89 任務(wù)二　分析影響定價的因素 ........................................................................................... 92 任務(wù)三　選擇產(chǎn)品定價方法 ............................................................................................... 96 任務(wù)四　選擇產(chǎn)品定價策略 ............................................................................................. 100 任務(wù)五　調(diào)整產(chǎn)品價格策略 ............................................................................................. 111 實訓(xùn)與練習(xí) ......................................................................................................................... 114 擴(kuò)展閱讀 ............................................................................................................................. 115 項目五　選擇分銷渠道.............................................................................................................. 118 任務(wù)一　認(rèn)識分銷渠道 ..................................................................................................... 119 任務(wù)二　設(shè)計分銷渠道 ..................................................................................................... 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 ......................................................................................... 143 實訓(xùn)與練習(xí) ......................................................................................................................... 145 擴(kuò)展閱讀 ............................................................................................................................. 146 項目六　策劃促銷策略.............................................................................................................. 149 任務(wù)一　認(rèn)識促銷策略 ..................................................................................................... 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　綜合運用促銷策略 ............................................................................................. 172 實訓(xùn)與練習(xí) ......................................................................................................................... 176 擴(kuò)展閱讀 ............................................................................................................................. 178 項目七　管理市場營銷活動...................................................................................................... 181 任務(wù)一　了解營銷管理者的任務(wù) ..................................................................................... 182 任務(wù)二　認(rèn)識市場營銷組織 ............................................................................................. 185 任務(wù)三　掌握競爭性營銷策略的制訂 ............................................................................. 190 任務(wù)四　掌握營銷工作的實施步驟 ................................................................................. 192 任務(wù)五　認(rèn)識市場營銷控制 ............................................................................................. 193 任務(wù)六　認(rèn)識市場營銷審計 ............................................................................................. 198 實訓(xùn)與練習(xí) ......................................................................................................................... 199 擴(kuò)展閱讀 ............................................................................................................................. 201