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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'soverallproductconceptsback3MarketingoverviewMarket

ingconceptMarketingprocessMarketingmanagementphilosophy'sevolution4Marketingreferstocreateconsumersatisfacti

onofgoodsandservices,andtomakethemfromtheenterpriseteleporttoconsumerhandsofallbusinessactivities.backM

arketingconcept5FindevaluationmarketopportunitiesMarketsegmentationchoosetargetmarketDevelopmentofmarketingmixanddeci

dethemarketmarketingbudgetImplementationandcontrolmarketingplan二、市场营销过程back67MarketingideaSellingconceptProductconceptsSocialmarketingconcep

tbackProductionconcept三、市场营销管理哲学的演变7Abasicprinciple,marketresearch(一)Marketresearchconcept(二)Marketsurveycharacteristics(三)

Marketsurveyrole(四)Marketinvestigationprocedure(五)marketsurveymethod8•purpose•diversity•Thewholeprocess•bindingSpecialduty•social•scientifi

c•universality•limitations(二)Marketsurveycharacteristics9(3)Marketsurveyrole1,cancommunicateinformationmessage

andrecipientsbetweentheinformationtransmissionandexchange.2,mayknowandgraspthemarketdevelopmentandchangerules.3,canformanageme

ntdecision-makingprovidemarketinformation.4,canhelpenterprisestoexploitmarket,developnewproducts.5,canhelpenterp

risestoimprovethemarketcompetitiveness.7,canenrichandperfecttheenterprisemarketinginformationsystem.7,canstudyandpredicttheactionso

fhumanbeings8,canurgeenterprisestoimprovemanagementandimprovetheeconomicbenefit10marketforecastbasicprinciple（1）themarketforecastconten

t(2)marketforecastmethod(3)marketforecastprograms11marketforecastcontent1,marketenvironmentprediction.2,marketdemandforecasting.3,t

hemarketsupplyforecasts.4,marketsupplyanddemandconditionforecasting.5,consumerspurchasebehaviorprediction.6,prod

uctmarketforecast.7,productsalesforecast.8,marketforecast.9,marketcompetitionpatternforecast.10,businesssituationforecast.12(2)marketforecastm

ethod13(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back14marketdemandforecasting(1)marketdemandforecastingmeaningsanditsstatu

s(2)marketdemandforecastingtype(3)marketdemandforecastingeffect15