市场营销学（第4版）
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作者李林 主编
出版社北京大学
ISBN9787301350638
出版时间2024-06
装帧其他
开本其他
定价59元
货号32088312
上书时间2024-07-02
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作者简介
李林----------------------------李林，教授，硕导，武昌首义学院经济管理学院副院长，市场营销专业学科带头人，兼任中国高等院校市场学研究会常务理事、湖北省市场营销学会常务理事。省级精品资源共享课程（市场营销学）负责人，省级一流本科专业建设点（市场营销专业）负责人，一流线上课程“营销学的那点事儿\"学术总策划、课程负责人；先后主持13项科研、教研项目及委托项目，出版学术著作3部，在《科技管理研究》《企业经济》等期刊发表论文31篇；曾荣获湖北省优秀学士学位论文指导教师、省级学科竞赛优秀指导教师、校教学成果一等奖等。
目录
第1 篇 理解市场营销
第1 章 市场营销学导论 ····················· 3
1.1 市场及市场营销 ························· 4
1.1.1 市场的定义及分类 ············· 4
1.1.2 市场营销的含义及相关
概念 ······························· 5
1.2 营销观念的演进 ························· 7
1.2.1 生产观念 ························· 7
1.2.2 产品观念 ························· 8
1.2.3 推销观念 ························· 8
1.2.4 市场营销观念 ··················· 9
1.2.5 社会营销观念 ·················· 10
1.3 市场营销模式 ··························· 12
1.3.1 4P’s 模式 ························ 12
1.3.2 4P’s 的发展模式 ·············· 13
1.3.3 4C’s 模式 ······················· 13
1.3.4 4R’s 模式 ······················· 14
1.4 市场营销学的研究对象、特点和
研究方法 ······························· 15
1.4.1 市场营销学的研究对象 ····· 15
1.4.2 市场营销学的特点 ··········· 15
1.4.3 市场营销学的研究方法 ····· 16
1.5 市场营销学发展简史 ················· 17
1.5.1 国外市场营销学发展简史 ···· 17
1.5.2 国内市场营销学发展简史 ···· 19
1.5.3 市场营销理念的创新和
发展 ····························· 20
习题 ············································· 23
第2 篇 开展市场研究
第2 章 市场营销环境 ························ 29
2.1 市场营销环境的含义及特点 ········· 30
2.1.1 市场营销环境的含义 ········· 30
2.1.2 市场营销环境的特点 ········· 30
2.2 微观市场营销环境 ····················· 33
2.2.1 供应商 ··························· 33
2.2.2 企业内部环境 ·················· 33
2.2.3 营销中介 ························ 34
2.2.4 公众 ······························ 34
2.2.5 顾客 ······························ 36
2.2.6 竞争者 ··························· 36
2.3 宏观市场营销环境 ····················· 40
2.3.1 政治法律环境 ················· 41
2.3.2 经济环境 ······················· 43
2.3.3 社会文化环境 ················· 47
2.3.4 科学技术环境 ················· 50
2.3.5 人口环境 ······················· 51
2.3.6 自然环境 ······················· 54
2.4 市场营销环境分析与对策 ··········· 55
2.4.1 市场机会及对策 ·············· 56
2.4.2 环境威胁及对策 ·············· 58
习题 ············································· 60
第3 章 市场需求 ······························ 63
3.1 市场需求概述 ·························· 64
3.1.1 顾客分类 ························ 64
3.1.2 市场需求的不同形态 ········· 67
3.2 市场需求测量 ··························· 71
3.2.1 市场需求测量的相关
概念 ······························ 71
3.2.2 当前市场需求的测量 ········· 74
3.2.3 未来市场需求的预测 ········· 76
习题 ·············································· 78
第4 章 顾客购买行为 ························ 82
4.1 消费者市场和消费者购买行为 ······ 83
4.1.1 消费者市场概述 ··············· 83
4.1.2 消费品的分类 ·················· 84
4.1.3 消费者行为模型 ··············· 85
4.1.4 影响消费者购买行为的
主要因素 ························ 87
4.1.5 消费者购买行为分析 ········· 94
4.2 生产者市场及其购买行为分析 ······ 97
4.2.1 生产者市场概述 ··············· 97
4.2.2 生产者市场的购买对象 ······ 98
4.2.3 生产者市场的主要购买
类型及购买决策的主要
参与者 ··························· 99
4.3 中间商市场及其购买行为分析 ···· 101
4.3.1 中间商市场概述 ············· 101
4.3.2 中间商市场的购买决策 ···· 101
4.4 非营利性组织市场及其购买
行为分析 ······························· 102
4.4.1 非营利性组织市场 ·········· 102
4.4.2 政府市场 ······················ 103
习题 ············································ 104
第5 章 市场营销调研 ······················ 108
5.1 市场营销信息系统 ··················· 109
5.1.1 市场营销信息的含义与
特征 ···························· 109
5.1.2 市场营销信息系统的
含义与构成 ··················· 110
5.2 市场营销调研概述 ··················· 112
5.2.1 市场营销调研的含义与
类型 ···························· 112
5.2.2 市场营销调研的内容 ······· 114
5.2.3 市场营销调研的程序 ······· 117
5.3 市场营销调研的方法 ················ 122
5.3.1 确定调研对象的方法 ······· 122
5.3.2 收集资料的方法 ············· 124
5.3.3 调查问卷设计 ················ 129
习题 ············································ 132
第3 篇 制定营销战略
第6 章 市场营销的STP 战略 ·········· 139
6.1 市场细分 ······························· 140
6.1.1 市场细分的定义及意义 ···· 140
6.1.2 市场细分的标准 ············· 142
6.1.3 市场细分的原则 ············· 147
6.1.4 市场细分的程序 ············· 147
6.2 目标市场选择 ························· 148
6.2.1 目标市场及其选择 ·········· 148
6.2.2 目标市场选择模式 ·········· 149
6.2.3 目标市场营销战略 ·········· 151
6.2.4 影响目标市场营销战略
选择的因素 ··················· 153
6.3 市场定位 ······························· 154
6.3.1 市场定位概述 ················ 154
6.3.2 市场定位的步骤 ············· 157
6.3.3 市场定位战略的类型 ······· 157
习题 ············································ 158
第7 章 竞争性市场营销战略 ············ 162
7.1 竞争战略的基本类型 ················ 163
7.1.1 总成本领先战略 ············· 163
7.1.2 差异化战略 ··················· 165
7.1.3 集中化战略 ··················· 167
7.2 市场领导者战略 ······················ 169
7.2.1 市场领导者的定义 ·········· 169
7.2.2 市场领导者的战略 ·········· 169
7.3 市场挑战者战略 ······················ 173
7.3.1 市场挑战者的定义 ·········· 173
7.3.2 挑战对象的选择 ············· 173
7.3.3 进攻策略的选择 ············· 174
7.4 市场追随者与市场补缺者战略 ···· 175
7.4.1 市场追随者 ··················· 175
7.4.2 市场补缺者 ··················· 176
习题 ············································ 177
第4 篇 设计营销策略
第8 章 产品策略 ····························· 183
8.1 产品概述 ······························· 184
8.1.1 产品整体概念 ················ 184
8.1.2 产品分类 ······················ 187
8.1.3 产品组合 ······················ 187
8.2 产品生命周期 ························· 190
8.2.1 产品生命周期的概念 ······· 190
8.2.2 产品生命周期营销策略 ···· 191
8.3 新产品开发 ···························· 194
8.3.1 新产品的概念及分类 ······· 195
8.3.2 新产品开发的程序 ·········· 196
8.3.3 新产品的市场扩散 ·········· 201
8.4 品牌与包装 ···························· 205
8.4.1 品牌、商标与品牌资产 ···· 205
8.4.2 品牌策略 ······················ 209
8.4.3 包装策略 ······················ 216
习题 ············································ 219
第9 章 价格策略 ····························· 222
9.1 影响定价的主要因素 ················ 223
9.1.1 定价目标 ······················ 223
9.1.2 产品成本 ······················ 225
9.1.3 企业的营销组合 ············· 226
9.1.4 消费者的购买心理 ·········· 227
9.1.5 市场竞争状况 ················ 228
9.1.6 市场供求状况 ················ 229
9.1.7 国家政策与法律 ············· 230
9.2 定价的一般方法 ······················ 231
9.2.1 成本导向定价法 ············· 231
9.2.2 需求导向定价法 ············· 234
9.2.3 竞争导向定价法 ············· 237
9.3 定价的基本策略 ······················ 239
9.3.1 新产品定价策略 ············· 239
9.3.2 心理定价策略 ················ 242
9.3.3 地理定价策略 ················ 244
9.3.4 折扣与让价策略 ············· 246
9.3.5 产品组合定价策略 ·········· 247
9.4 价格调整 ······························· 249
9.4.1 主动调价 ······················ 249
9.4.2 被动调价 ······················ 251
习题 ············································ 253
第10 章 分销渠道策略····················· 257
10.1 分销渠道概述 ························ 258
10.1.1 分销渠道的定义及功能 ···· 258
10.1.2 分销渠道的流程结构 ······ 260
10.1.3 分销渠道的基本类型 ······ 261
10.2 中间商 ································· 262
10.2.1 中间商的作用和分类 ······ 262
10.2.2 批发商 ························ 263
10.2.3 零售商 ························ 263
10.2.4 经纪人和代理商 ············ 265
10.3 分销渠道的设计和管理 ············ 267
10.3.1 分销渠道的设计 ············ 267
10.3.2 分销渠道的管理 ············ 269
10.4 市场窜货 ······························ 272
10.4.1 窜货的概念与分类 ········· 272
10.4.2 窜货的原因 ·················· 273
10.4.3 窜货的治理对策 ············ 274
10.5 电子网络渠道 ························ 277
10.5.1 电子网络渠道的含义、
特点、功能与分类 ········· 277
10.5.2 电子网络环境下的
渠道管理 ····················· 279
习题 ············································ 281
第11 章 促销策略 ··························· 285
11.1 促销与促销组合 ···················· 286
11.1.1 促销的概念及作用 ········ 286
11.1.2 促销活动中的信息
沟通过程 ···················· 288
11.1.3 促销组合及其影响
因素 ·························· 290
11.2 人员推销 ····························· 292
11.2.1 人员推销的定义和
特点 ·························· 292
11.2.2 人员推销的程序 ··········· 293
11.2.3 推销人员的管理 ··········· 294
11.2.4 对推销人员的激励 ········ 295
11.3 广告 ············
内容摘要
本书按照“理解市场营销—开展市场研究—制定营销战略—设计营销策略”的逻辑顺序，系统介绍了市场营销基本理论。本书共包括4篇11章，第1篇探讨了市场营销学的基本概念、基本观念和学科发展概
况，第2篇探讨了市场营销环境、市场需求、顾客购买行为、市场营销调研，第3篇探讨了市场营销的STP战略、竞争性市场营销战略，第4篇探讨了市场营销的产品策略、价格策略、分销渠道策略、促销策略。
本书力求对接高素质应用型人才培养目标，既关注市场营销理论新发展及本土优秀企业市场营销新实践，又重视党的二十大精神进教材，以及实现全方位育人的教育目标。本书可作为普通高等院校市场营销、
工商管理、电子商务等专业的教材和参考用书，也可作为市场营销从业人员学习及培训的参考书。
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