本书采用通俗易懂的语言，对市场营销的基本理论进行了整理和归纳，在编排上，既注重理论的完整性，又加强了技能的强化与训练，做到了理论够用、技能实用。本书共计12章，其主要内容包括市场营销的认知、市场营销环境分析、市场营销信息系统、消费者市场分析、目标市场营销策略、产品策略、价格策略、分销策略、促销策略、市场营销组织与管理、市场营销策划和市场营销的新发展等。每章均附有案例导入、相关链接、营销视野、课后拓展，以便学生理解与掌握。
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第1 章市场营销的认知······················1
1.1 什么是市场营销··························2
1.1.1 市场的含义·······················2
1.1.2 市场营销的含义及特点········3
1.1.3 研究市场的意义·················5
1.2 市场营销的核心要素····················7
1.2.1 需要、欲望和需求··············7
1.2.2 产品································8
1.2.3 效用、价值和满足··············8
1.2.4 交换和交易·······················8
1.2.5 市场································9
1.2.6 市场营销和市场营销者········9
1.3 市场营销管理 ··························.10
1.4 市场营销观念的演变·················.12
1.4.1 传统市场营销观念···········.12
1.4.2 市场营销观念·················.14
1.4.3 社会市场营销观念···········.14
1.5 客户满意理论 ··························.16
1.5.1 客户让渡价值·················.16
1.5.2 客户满意度理论（CS理论） ··························.18
本章小结······································.20
课后拓展······································.20
课后实训······································.21
第2 章市场营销环境分析················.22
2.1 市场营销环境概述····················.23
2.1.1 市场营销环境的概念········.23
2.1.2 营销环境的特征··············.23
2.2 市场营销宏观环境分析··············.24
2.2.1 人口环境·······················.24
2.2.2 经济环境·······················.26
2.2.3 自然环境·······················.28
2.2.4 政治、法律环境··············.28
2.2.5 社会文化环境·················.29
2.2.6 科技环境·······················.29
2.3 市场营销微观环境分析··············.30
2.3.1 企业内部环境·················.30
2.3.2 供应商与营销中介···········.31
2.3.3 社会公众·······················.32
2.3.4 竞争者··························.32
2.3.5 目标客户·······················.33
2.4 市场营销环境分析方法··············.33
2.4.1 SWOT 分析法·················.33
2.4.2 机会潜在吸引力与企业成功
概率分析·······················.35
2.4.3 潜在威胁的严重性与威胁出
现的可能性分析··············.35
2.4.4 威胁与机会的分析···········.36
本章小结······································.36
课后拓展······································.37
课后实训······································.37
第3 章市场营销信息系统················.39
3.1 市场营销信息系统概述··············.40
3.1.1 市场营销信息的含义与特征·····························.40
3.1.2 市场营销信息的作用········.41
3.1.3 市场营销信息系统的构成··.42
3.2 市场调查 ································.44
3.2.1 市场调查的含义··············.44
3.2.2 市场调查的特点··············.44
3.2.3 市场营销调查的分类········.45
3.2.4 市场调查的内容··············.46
3.2.5 市场调查的方法··············.48
3.2.6 市场调查的步骤··············.49
3.3 市场营销预测 ··························.51
3.3.1 市场营销资料的整理········.51
3.3.2 市场营销资料分析···········.52
3.3.3 市场营销预测方法···········.53
本章小结······································.54
课后拓展······································.55
课后实训······································.56
第4 章消费者市场分析···················.57
4.1 消费者市场购买行为模式分析·····.59
4.1.1 消费者市场的含义···········.59
4.1.2 消费者市场的特点···········.59
4.1.3 消费者购买行为模式········.60
4.2 影响消费者购买行为的因素分析··.61
4.2.1 社会文化因素·················.61
4.2.2 个人因素·······················.65
4.2.3 心理因素·······················.67
4.3 消费者购买决策过程分析···········.70
4.3.1 消费者购买决策过程的参与者·····························.71
4.3.2 消费者购买行为的类型·····.71
4.3.3 消费者购买决策过程········.72
本章小结······································.75
课后拓展······································.76
课后实训······································.76
第5 章目标市场营销策略················.77
5.1 市场细分 ································.79
5.1.1 市场细分的含义··············.79
5.1.2 市场细分的作用··············.80
5.1.3 市场细分的标准··············.81
5.1.4 市场细分的原则··············.83
5.2 目标市场 ································.84
5.2.1 目标市场的含义··············.84
5.2.2 目标市场选择模式···········.85
5.2.3 目标市场营销策略···········.86
5.3 市场定位 ································.88
5.3.1 市场定位的含义··············.89
5.3.2 市场定位的内容与作用·····.89
5.3.3 市场定位的步骤··············.90
5.3.4 市场定位的策略··············.91
本章小结······································.92
课后拓展······································.93
课后实训······································.93
第6 章产品策略······························.95
6.1 产品整体概述 ··························.97
6.1.1 产品整体概念·················.97
6.1.2 产品分类·······················.99
6.2 产品生命周期 ··························100
6.2.1 产品生命周期原理···········100
6.2.2 产品生命周期各阶段策略···102
6.3 品牌策略 ································105
6.3.1 品牌的含义····················105
6.3.2 品牌的作用····················105
6.3.3 品牌设计原则·················106
6.3.4 品牌决策·······················107
6.4 包装策略 ································109
6.4.1 包装的含义····················110
6.4.2 包装的作用····················110
6.4.3 包装设计原则·················111
6.4.4 产品包装策略·················113
6.5 产品组合策略 ··························113
6.5.1 产品组合·······················114
6.5.
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