【文章內(nèi)容簡介】 ..........275一、目標(biāo)的特性 ............................................................................................................275二、目標(biāo)管理的由來及特點(diǎn) ........................................................................................275三、目標(biāo)管理的三個(gè)步驟 ............................................................................................276四、實(shí)施目標(biāo)管理常用的工具 ....................................................................................277第六章 市場營銷專業(yè)知識(shí) ........................................................................................................278第一節(jié) 市場和市場營銷 .......................................................................................................278一、市場的概念及相關(guān)內(nèi)容 ........................................................................................278二、市場營銷的概念 ....................................................................................................279三、營銷觀念的發(fā)展歷程 ............................................................................................280第二節(jié) 營銷環(huán)境分析 ...........................................................................................................285一、營銷環(huán)境分析的目的和內(nèi)容 ................................................................................285二、宏觀環(huán)境分析 ........................................................................................................285三、微觀環(huán)境分析 ........................................................................................................286第三節(jié) 組織消費(fèi)者行為分析 ...............................................................................................291一、組織消費(fèi)者的分類及特點(diǎn) ....................................................................................291二、組織購買決策的過程 ............................................................................................292三、組織購買的類型 ....................................................................................................293四、影響組織購買行為的因素分析 ............................................................................293第四節(jié) 市場調(diào)研 ...................................................................................................................294一、市場調(diào)研的概念 ....................................................................................................294二、市場調(diào)研的流程 ....................................................................................................294第五節(jié) 營銷戰(zhàn)略 ...................................................................................................................297一、營銷戰(zhàn)略概念 ........................................................................................................297二、市場細(xì)分 ................................................................................................................297三、選擇目標(biāo)市場 ........................................................................................................298四、市場定位 ..............................................................................................................2101第六節(jié) 市場營銷策略 .........................................................................................................2104一、市場營銷策略概述 ..............................................................................................2104二、產(chǎn)品策略 ..............................................................................................................2104三、促銷策略 ..............................................................................................................2106四、渠道策略 ..............................................................................................................2110五、價(jià)格策略 ..............................................................................................................2112第七節(jié) 服務(wù)營銷基礎(chǔ)知識(shí) .................................................................................................2115一、服務(wù)的概念與特性 ..............................................................................................2115二、服務(wù)營銷的特點(diǎn) ..................................................................................................2115三、服務(wù)質(zhì)量管理 ......................................................................................................2116四、顧客滿意度、忠誠度與重復(fù)購買行為分析 ......................................................2120第八節(jié) 關(guān)系營銷、品牌營銷與戰(zhàn)略合作 .........................................................................2122一、關(guān)系營銷 ..............................................................................................................21228 / 196二、品牌營銷 ..............................................................................................................2123三、戰(zhàn)略合作 ..............................................................................................................2124第七章 中國電信大客戶營銷服務(wù)策略 ..................................................................................2125第一節(jié) 大客戶營銷服務(wù)體系 .............................................................................................2125一、大客戶營銷服務(wù)目標(biāo) ..........................................................................................2125二、體系架構(gòu) ..............................................................................................................2125三、各級機(jī)構(gòu)的主要工作職責(zé) ..................................................................................2125四、大客戶的服務(wù)管控責(zé)任劃分 ..............................................................................2128第二節(jié) 大客戶營銷策略 .....................................................................................................2135一、大客戶市場競爭特點(diǎn)分析 ..................................................................................2135二、總體策略 ..............................................................................................................2135第三節(jié) 大客戶行業(yè)劃分 .....................................................................................................2137第四節(jié) 一站式服務(wù)與等級服務(wù) .........................................................................................2142一、一站式服務(wù) .................................