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1back第一节市场营销概述2本节导入3本节导入freshfamilyfastfriedfantasyfordisorm快餐航母？fillingMcDonald'soverallproductconceptsback4MarketingoverviewMarketingconceptMarketingprocessMarketingmanagementphilosophy'sevolution5Marketingreferstocreateconsumersatisfactionofgoodsandservices,andtomakethemfromtheenterpriseteleporttoconsumerhandsofallbusinessactivities.backMarketingconcept6FindevaluationmarketopportunitiesMarketsegmentationchoosetargetmarketDevelopmentofmarketingmixanddecidethemarketmarketingbudgetImplementationandcontrolmarketingplan二、市场营销过程back77MarketingideaSellingconceptProductconceptsSocialmarketingconceptbackProductionconcept三、市场营销管理哲学的演变8Abasicprinciple,marketresearch(一)Marketresearchconcept(二)Marketsurveycharacteristics(三)Marketsurveyrole(四)Marketinvestigationprocedure(五)marketsurveymethod9•purpose•diversity•Thewholeprocess•bindingSpecialduty•social•scientific•universality•limitations(二)Marketsurveycharacteristics10(3)Marketsurveyrole1,cancommunicateinformationmessageandrecipientsbetweentheinformationtransmissionandexchange.2,mayknowandgraspthemarketdevelopmentandchangerules.3,canformanagementdecision-makingprovidemarketinformation.4,canhelpenterprisestoexploitmarket,developnewproducts.5,canhelpenterprisestoimprovethemarketcompetitiveness.7,canenrichandperfecttheenterprisemarketinginformationsystem.7,canstudyandpredicttheactionsofhumanbeings8,canurgeenterprisestoimprovemanagementandimprovetheeconomicbenefit11marketforecastbasicprinciple（1）themarketforecastcontent(2)marketforecastmethod(3)marketforecastprograms12marketforecastcontent1,marketenvironmentprediction.2,marketdemandforecasting.3,themarketsupplyforecasts.4,marketsupplyanddemandconditionforecasting.5,consumerspurchasebehaviorprediction.6,productmarketforecast.7,productsalesforecast.8,marketforecast.9,marketcompetitionpatternforecast.10,businesssituationforecast.13(2)marketforecastmethod14(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back15marketdemandforecasting(1)marketdemandforecastingmeaningsanditsstatus(2)marketdemandforecastingtype(3)marketdemandforecastingeffect