专升本,安徽科技学院,市场营销考哪些内容!拜托了各位 谢谢
推荐回答(1个)
《市场营销学》考试大纲 第一章 市场营销概论 第一节 市场营销的核心概念 第二节 市场的概念和功能 第三节 市场营销观念的发展 第二章 消费者购买行为分析 第一节 影响消费者购买行为的主要因素 第二节 消费者购买决策过程 第三章 市场营销调查与预测 第一节 市场营销调查 第二节 市场营销预测 第四章 STP战略 第一节 细分市场 (Segmenting) 第二节 选择目标市场(Targeting) 第三节 市场定位(Positioning) 第五章 产品策略 第一节 产品整体概念 第二节 产品组合与产品线决策 第三节 新产品开发 第四节 品牌策略 第五节 包装策略 第六章 价格策略 第一节 影响商品定价的因素 第二节 确定定价目标 第三节 主要定价方法 第四节 定价策略和技巧 第五节 发动价格变更和对它的反应 第七章 渠道策略 第一节 市场营销渠道概述 第二节 中间商类型 第三节 市场营销渠道的选择 第四节 市场营销渠道策略 第八章 促销策略 第一节 促销与促销组合 第二节 广告策略 第三节 营业推广——销售促进 第四节 公共关系 第五节 人员推销 参考教材 《市场营销学》(第二版),吴健安主编,高等教育出版社,2004年版
求采纳
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