市场营销PPT5780563962 15页

'back第一节市场营销概述1 本节导入2 本节导入freshfamilyfastfriedfantasyfordisorm快餐航母？fillingMcDonald"soverallproductconceptsback3 MarketingoverviewMarketingconceptMarketingprocessMarketingmanagementphilosophy"sevolution4 Marketingreferstocreateconsumersatisfactionofgoodsandservices,andtomakethemfromtheenterpriseteleporttoconsumerhandsofallbusinessactivities.backMarketingconcept5 FindevaluationmarketopportunitiesMarketsegmentationchoosetargetmarketDevelopmentofmarketingmixanddecidethemarketmarketingbudgetImplementationandcontrolmarketingplan二、市场营销过程back6 7MarketingideaSellingconceptProductconceptsSocialmarketingconceptbackProductionconcept三、市场营销管理哲学的演变7 Abasicprinciple,marketresearch(一)Marketresearchconcept(二)Marketsurveycharacteristics(三)Marketsurveyrole(四)Marketinvestigationprocedure(五)marketsurveymethod8 purposediversityThewholeprocessbindingSpecialdutysocialscientificuniversalitylimitations(二)Marketsurveycharacteristics9 (3)Marketsurveyrole1,cancommunicateinformationmessageandrecipientsbetweentheinformationtransmissionandexchange.2,mayknowandgraspthemarketdevelopmentandchangerules.3,canformanagementdecision-makingprovidemarketinformation.4,canhelpenterprisestoexploitmarket,developnewproducts.5,canhelpenterprisestoimprovethemarketcompetitiveness.7,canenrichandperfecttheenterprisemarketinginformationsystem.7,canstudyandpredicttheactionsofhumanbeings8,canurgeenterprisestoimprovemanagementandimprovetheeconomicbenefit10 marketforecastbasicprinciple（1）themarketforecastcontent(2)marketforecastmethod(3)marketforecastprograms11 marketforecastcontent1,marketenvironmentprediction.2,marketdemandforecasting.3,themarketsupplyforecasts.4,marketsupplyanddemandconditionforecasting.5,consumerspurchasebehaviorprediction.6,productmarketforecast.7,productsalesforecast.8,marketforecast.9,marketcompetitionpatternforecast.10,businesssituationforecast.12 quantitativequalitativeCombinationforecastmethod(2)marketforecastmethod13 (三)市场预测程序目标、资料内容、规律期限、经验技术、费用经济理论分析统计检验调整、修正目的性原则约束性原则可行性原则历史的、现实的总括的、分类的主体的、相关的综合分析计算比较模型估计预测推断确定预测目标明确预测内容收集整理资料选择预测方法作出预测推断评价预测结果编写预测报告对象、课题目的、期限划分构面选择变量back14 marketdemandforecasting(1)marketdemandforecastingmeaningsanditsstatus(2)marketdemandforecastingtype(3)marketdemandforecastingeffect15'