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本章主要阐述物资市场调查、物资市场预测、物资市场营销决策、物资营销战略、物资营销策略等五个方面的内容。 在物资市场调查中,讲述了物资市场调查的分类;物资市场调查的组织,包括调查计划的编制、调查方法的运用、调查资料的分析;物资市场调查技术,包括调查表设计,询问调查技术等。 在物资市场预测中,讲述了物资市场预测的意义,包括市场预测的概念、重要性,市场调查与市场预测的关系;市场预测的类型;物资市场预测原理;物资定性预测;物资定量预测方法。 在物资市场营销决策中,讲述了物资企业市场营销的一般过程;市场营销决策的基本步骤;营销决策者的素质;物资营销决策的原则;物资营销决策的方法,包括营销决策方法的三种类型:经验判断法、计量分析法和试验法;确定型决策、非确定型决策和风险型决策。 在物资营销战略中,讲述了物资营销战略的概念和重要性,物资营销战略的特点和战略要素;物资营销战略的内容,包括企业任务和营销目标,营销战略的构成。 在市场营销策略中,讲述了营销战略和营销策略的关系;物资市场选择策略、物资市场发展策略、物资市场竞争策略、物资营销组合策略等四种重要策略的基本原理和策略形式,以及这些策略在物资企业市场营销活动中的运用。
This chapter mainly describes five aspects of the material market survey, material market forecast, material market marketing decision, material marketing strategy, material marketing strategy. In the material market survey, the classification of the material market survey is described; the organization of the material market survey includes the preparation of survey plans, the use of survey methods, and the analysis of survey data; the material market survey techniques, including questionnaire design, survey survey techniques, etc. . In material market forecasting, the significance of material market forecasting is described, including the concept, importance of market forecasting, the relationship between market research and market forecasting, the type of market forecast, the principle of material market forecasting, qualitative forecasting of materials, and material quantitative forecasting methods. In the material marketing decision-making, it describes the general process of material enterprise marketing; the basic steps of marketing decision-making; the quality of marketing decision makers; the principle of material marketing decision-making; the method of material marketing decision-making, including three types of marketing decision-making methods. : Empirical Judgment, Econometric Analysis, and Experimental Methods; Deterministic, Non-deterministic, and Risk-Based Decisions. In the material marketing strategy, the concept and importance of the material marketing strategy, the characteristics of the material marketing strategy, and the strategic elements are described. The content of the material marketing strategy includes the tasks of the company, the marketing objectives, and the composition of the marketing strategy. In the marketing strategy, it describes the relationship between marketing strategy and marketing strategy; the basic principles and tactics of the four important strategies of the material market selection strategy, the material market development strategy, the material market competition strategy, and the material marketing combination strategy, and these strategies The use of materials in corporate marketing activities.