“特百惠”水杯的市场营销分析目录前言...............................................................1市场营销环境分析...................................................1(一)微观市场营销环境...............................................2营销中间商...................................................2顾客.........................................................2竞争者.......................................................3(二)宏观市场营销环境.............................................4人口环境.....................................................4经济环境(消费者的经济状况).................................5社会文化环境.................................................5(三)总结:环境分析与营销对策.....................................5环境威胁.....................................................5企业营销对策.................................................6三、消费者市场和购买行为分析...........................................6消费者行为影响因素...........................................6消费者购买决策的过程.........................................6确认问题.....................................................7信息收集.....................................................7备选产品评估.................................................7购买决策.....................................................7购买过程.....................................................8四、组织市场和购买行为分析.............................................8非营利组织的类型.............................................8非营利组织的购买特点和方式...................................8营销战略分析.................................................9五、目标市场营销战略...................................................9市场细分.....................................................9市场选择....................................................12市场定位....................................................12六、竞争性市场营销战略................................................14识别竞争者..................................................14市场领导者战略..............................................16市场挑战者战略..............................................17产品策略与品牌策略................................................17定价策略.........................................
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