項(xiàng)目一 探索市場(chǎng)營(yíng)銷基礎(chǔ)理論 ...........................................................................................1
任務(wù)一 認(rèn)識(shí)市場(chǎng)與市場(chǎng)營(yíng)銷 .......................................................................................2
活動(dòng)一 掌握市場(chǎng)營(yíng)銷的概念及理論 ...................................................................2
活動(dòng)二 了解市場(chǎng)營(yíng)銷學(xué)的產(chǎn)生與發(fā)展 ...............................................................8
任務(wù)二 追蹤市場(chǎng)營(yíng)銷觀念的演變與創(chuàng)新 .................................................................15
活動(dòng)一 了解市場(chǎng)營(yíng)銷觀念的演變 .....................................................................15
活動(dòng)二 探究市場(chǎng)營(yíng)銷觀念的創(chuàng)新與發(fā)展 .........................................................19
項(xiàng)目二 解析市場(chǎng)營(yíng)銷環(huán)境 .................................................................................................27
任務(wù)一 分析市場(chǎng)營(yíng)銷環(huán)境 .........................................................................................28
活動(dòng)一 認(rèn)識(shí)市場(chǎng)營(yíng)銷環(huán)境的核心要素 .............................................................28
活動(dòng)二 運(yùn)用 SWOT 分析法分析市場(chǎng)營(yíng)銷環(huán)境 ................................................38
任務(wù)二 探究消費(fèi)者市場(chǎng)行為 .....................................................................................44
活動(dòng)一 了解消費(fèi)者需求 .....................................................................................44
活動(dòng)二 分析消費(fèi)者購(gòu)買行為 .............................................................................49
任務(wù)三 識(shí)別并分析競(jìng)爭(zhēng)者市場(chǎng) .................................................................................56
活動(dòng)一 識(shí)別競(jìng)爭(zhēng)者的類型 .................................................................................56
活動(dòng)二 競(jìng)爭(zhēng)者分析及市場(chǎng)競(jìng)爭(zhēng)策略的制定 .....................................................60
項(xiàng)目三 挖掘有效營(yíng)銷商機(jī) .................................................................................................67
任務(wù)一 運(yùn)用市場(chǎng)調(diào)查方法 .........................................................................................68
活動(dòng)一 了解市場(chǎng)調(diào)查 .........................................................................................68
活動(dòng)二 掌握市場(chǎng)調(diào)查的方法 .............................................................................72
任務(wù)二 掌握市場(chǎng)預(yù)測(cè)方法 .........................................................................................78
活動(dòng)一 了解市場(chǎng)預(yù)測(cè) .........................................................................................78
活動(dòng)二 應(yīng)用市場(chǎng)預(yù)測(cè)方法 .................................................................................83
項(xiàng)目四 制定市場(chǎng)營(yíng)銷策略 .................................................................................................91
任務(wù)一 市場(chǎng)細(xì)分 .........................................................................................................92
活動(dòng)一 認(rèn)識(shí)市場(chǎng)細(xì)分 .........................................................................................92
活動(dòng)二 掌握市場(chǎng)細(xì)分的標(biāo)準(zhǔn)與方法 .................................................................96
任務(wù)二 選定目標(biāo)市場(chǎng) ...............................................................................................103
活動(dòng)一 選擇目標(biāo)市場(chǎng) .......................................................................................103
活動(dòng)二 制定目標(biāo)市場(chǎng)營(yíng)銷策略 .......................................................................107
任務(wù)三 明確市場(chǎng)定位 ...............................................................................................112
活動(dòng)一 了解市場(chǎng)定位 .......................................................................................112
活動(dòng)二 探究市場(chǎng)定位的策略及方法 ...............................................................115
項(xiàng)目五 構(gòu)建全渠道策略組合 ..........................................................................................123
任務(wù)一 制定卓越的產(chǎn)品策略 ..................................................................................124
活動(dòng)一 了解產(chǎn)品與產(chǎn)品組合 ..........................................................................124
活動(dòng)二 掌握產(chǎn)品生命周期 ..............................................................................128
活動(dòng)三 了解新產(chǎn)品開(kāi)發(fā) ..................................................................................135
活動(dòng)四 設(shè)計(jì)產(chǎn)品品牌 ......................................................................................139
活動(dòng)五 設(shè)計(jì)產(chǎn)品包裝 ......................................................................................143
任務(wù)二 制定科學(xué)的產(chǎn)品定價(jià)策略 ..........................................................................149
活動(dòng)一 認(rèn)識(shí)產(chǎn)品定價(jià) ......................................................................................149
活動(dòng)二 選擇產(chǎn)品定價(jià)方法 ..............................................................................154
活動(dòng)三 制定定價(jià)策略 ......................................................................................160
任務(wù)三 構(gòu)建高效分銷渠道體系 ..............................................................................167
活動(dòng)一 建立分銷渠道 ......................................................................................167
活動(dòng)二 管理分銷渠道 ......................................................................................171
活動(dòng)三 創(chuàng)新分銷渠道 ......................................................................................179
任務(wù)四 整合促銷組合策略 ......................................................................................184
活動(dòng)一 認(rèn)識(shí)促銷與促銷組合 ..........................................................................184
活動(dòng)二 開(kāi)展人員推銷 ......................................................................................189
活動(dòng)三 開(kāi)展?fàn)I業(yè)推廣 ......................................................................................194
活動(dòng)四 開(kāi)展公共關(guān)系維護(hù) ..............................................................................199
活動(dòng)五 開(kāi)展廣告宣傳 ......................................................................................204
項(xiàng)目六 追蹤市場(chǎng)營(yíng)銷新趨勢(shì) ..........................................................................................212
任務(wù)一 探索數(shù)字營(yíng)銷新途徑 ..................................................................................213
活動(dòng)一 認(rèn)識(shí)數(shù)字營(yíng)銷 ......................................................................................213
活動(dòng)二 探究數(shù)字營(yíng)銷的類型 ..........................................................................216
任務(wù)二 走進(jìn)智能營(yíng)銷新時(shí)代 ..................................................................................222
活動(dòng)一 探索智能營(yíng)銷的內(nèi)涵與價(jià)值 ..............................................................222
活動(dòng)二 探究智能營(yíng)銷的技術(shù)支撐 ..................................................................227
參考文獻(xiàn) ..............................................................................................................................239