ࡱ> [rbjbj.ΐΐ-%  zz666JJJ8N$J8rr""""DFFFFFFLF-6"!N"""FzzsLLL"8&z6DL"DLL&,6 JeJ5IHd00,K6D""L"""""FFL"""""""""""""""" ( @:Mvzu 10. Marketinqin kommunikasiya sisteminin effektliyinin qiymYtlYndirilmYsi ;0=: 1. 5:;0< :0<?0=890AKn1n effektliyinin qiymYtlYndirilmYsi. 2. Sat1_1n hYvYslYndirilmYsinin effektliyinin qiymYtlYndirilmYsi. 1. 5:;0< :0<?0=890AKn1n effektliyinin qiymYtlYndirilmYsi 5:;0< :0<?0=890AK IO90B0 :5G8@8;48:4O= A>=@0 >=C= 5DD5:B;898=8= <FO99O= 548;<OA8, 389<OB;O=48@8;<OA8 >;4C3c0 20c8148@. 5;O :8, IO@ 18@ <FOAA8AO @5:;0< :0<?0=890AK=K IO90B0 :5G8@<O: FGF= :F;;F <8340@40 2OA08B EO@c;O98@ 2O 1C EO@c;O@8= N7F=F 4>L@C;4C1-4>L@C;B<0<0AK=K <FO9-9O=;OH48@<O:, 18;<O: 7O@C@8 18@ I0;4K@. 9=8 70<0=40, <FOAA8AO=8= @5:;0< A0IOA8=4O IO90B0 :5G8@4898 BO418@;O@8= 5DD5:B;898=8 <FO99O=;OH48@<O: GOB8= 2O <F@O::O1 18@ ?@>A5A48@. 5:;0< DO0;899OB8=8= 5DD5:B;898  O;4O 548;O= AO<O@O MNABO@8c8A8=8= <8340@c0 EO@c;O@O >;0= =8A1OB8 8;O <FO99O=;OH48@8;8@. 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C <5B>4C= G0BKH<07;K3;0    $ & B H N P R T X Z h j 镽l+h|h]Y5CJOJQJ^JaJmH,sH,%h]Y5CJOJQJ^JaJmH,sH,'h5h]Y5CJOJQJaJmH,sH,'h5h55CJOJQJaJmH,sH,+h5h]Y5CJOJQJ^JaJmH,sH,+h5h]Y5CJOJQJ^JaJmH,sH,+h5h]Y5CJOJQJ^JaJmH,sH,&. 2 V4( "%*+T,./1v3 $`a$gd5 $dha$gd5 $dha$gd]Y$a$gd5$a$gd5     * , 0 2 J L V X ,.տտտլn[nGnnn'hMh]Y5CJOJQJaJmH,sH,$hMh5CJOJQJaJmH,sH,(hMh]YCJNHOJQJaJmH,sH,$hMh]YCJOJQJaJmH,sH,+h9[h]Y5CJOJQJ^JaJmH,sH,%h]Y5CJOJQJ^JaJmH,sH,+h|h]Y5CJOJQJ^JaJmH,sH,+h|h]Y5CJOJQJ^JaJmH,sH,'h|h]Y5CJOJQJaJmH,sH,V68(*,\:<,. !!!T"V"X"""""H#J#T#V#$$$$%%$%&%%*&hMh5CJOJQJaJ$hMh]YCJOJQJaJmH,sH,hMhMCJOJQJaJ hMh]YCJNHOJQJaJhMh]Y5CJOJQJaJhMh]YCJOJQJaJ>*&,&:&&&''''))))x*z***@+B+f+h+t+v+,,,,//000111133v333344"6$6777пЬНЎпЬНпЬЬНпппппzпЬЬ'hMh]Y5CJOJQJaJmH,sH,hMhMCJOJQJaJhMh5CJOJQJaJ$hMh]YCJOJQJaJmH,sH, hMh]YCJNHOJQJaJhMh]YCJOJQJaJhMh]Y5CJOJQJaJhMh55CJOJQJaJ07777DzD|D^E`E2F4FTFFFFlGnGIIII JJ$K&KMM^N`NROTOfOhOlOnOpOOOOO͇whMh]Y5CJaJmH,sH,+hMh]Y5CJOJQJ^JaJmH,sH,hMh5CJOJQJaJhMhMCJOJQJaJhMh]Y5CJOJQJaJU$hMh]YCJOJQJaJmH,sH,hMh]YCJOJQJaJ hMh]YCJNHOJQJaJ'@K=40= 18@8 >=40= 810@OB48@ :8, A0BKHK= IOc<8=8= 0@BK<K=K= I0=AK I8AAOA8=8= <OI7 @5:;0< I5A01K=0 10H 25@4898=8 <FO99O=;OH48@<O: >;4C3c0 GOB8=48@. C <O=040 OA0A GOB8=;8: @5:;0<K= BO<87 5DD5:B;898=8 <FO99O=;OH48@<O:4O=, 9O=8 <O=DOOB8= <OI7 @5:;0< I5A01K=0 0@B0= I8AAOA8=8 I5A01;0<0340= 810@OB48@. 2.0;K3 <O1;OL;O@ <5B>4C. C <5B>4C= BOB1838 70<0=K <O=DOOB8= <O1;OL8=8= 4O98H<OA8 AO1O1;O@8 8:8 95@O 1N;F=F@: OA0A 2O A08@ AO1O1;O@. O=DO-OB8= <O1;OL8=8= 4O98H<OA8=O BOA8@ MNABO@O= OA0A 2O A08@ AO1O1;O@8= EFACA8 GO:8A8 1-4O= 0-0 3O4O@ >;0= 8=B5@20;40 30;K3 <O1;OL;O@ <5B>4C 8;O <FO99O= >;C=C@. O=DOOB8= <O1;OL8=8= 4O98H<OA8=8= 1FBF= A08@ AO1O1-;O@8=8= EFACA8 GO:8A8 1-4O= GKEK;K@ 2O 1C 9>;;0 @5:;0<K= E0;8A 5DD5:Bliy8=8= EFACA8 GO:8A8 B0?K;K@. O=DOOB8= F<C<8 <O1;OL8, I5A01;0=<KH IO<8= EFACA8 GO:89O 2C@C;<03;0 @5:;0< OA0AK=40 O;4O 548;O= <O=DOOB8= <O1;OL8 <FO99O=;OH48@8;8@. O=DOOB8= <O1;OL8=8= 4O98H<OA8=8= A08@ AO1O1;O@8=O 0H0LK40:K;0@K 084 5B<O: >;0@. -O22O;:8 @5:;0< :0<?0=890AK=K= BOA8@8; -O<BOO A5G8<8 70<0=K 8AB5I;0:GK 402@0=KHK=K= AFAB;F9F; -<N2AF<8 4O98H8:;8:;O@; -8AB5I;0:GK;0@K= 1O78 IO90B8 BO;O10B;0@K=K= 4O98H8;<OA8; -@5:;0< >;C=0= <OIAC;C= 389<OB8=8= ?@>3=>7;0H4K@K;0= 0@BK< B5<?8; -BO188 2O 5:>;>j8 DO;0:OB;O@; -A08@ 0<8;;O@. CE0@K40 3594 >;C=0= A08@ AO1O1;O@8= BOA8@8 GKEK;4K340= A>=@0 IO90B0 :5G8@8;<8H @5:;0< :0<?0=890AK=K= E0;8A 5DD5:B;898 I5A01;0=K;K@. F3098AO;8 BOI;8; 0?0@<03 FGF= @5:;0< EO@c;O@8=8= 5DD5:B;898 MNABO@8c8-A8=-4O= 8AB8D04O >;C=C@. 2. Sat1_1n stimulla_d1r1lmas1n1n effektliyinin qiymYtlYndirilmYsi. Reklam kompaniyas1nda olduu kimi sat1_1n stimulla_d1r1lmas1 zrY hYyata keirilYn tYdbirlYrin effektliyinin qiymYtlYndirilmYsi dY firmalar n olduqca mhm YhYmiyyYt kYsb edir. MYssisYlYr sat1_1n stimulla_d1r1lmas1 zrY hYyata keirdiklYri tYdbirlYrin sayYsindY q1sa mddYtY olsa da yksYk mYnfYYt YldY etmYyY al1_1rlar. Sat1_1n stimulla_d1r1lmas1 tYdbirlYrinin effektliyinin qiymYtlYndirilmYsi prosesindY bir s1ra metodlardan istifadY edilir. Onlar1 10.1. sayl1 _YkildY nYzYrdYn keirYk:   sSssss.1. 5:;0< qiymYtlYn    ^Yk. 10.1. Stimulla_d1rman1n effektliyinin mYyyYnlY_dirilmYsi metodlar1 Stimulla_d1rma _YrtlYri aid olan sat1_1n ktlYvi qeydiyyat1 hYyata keirilir. Bu metoddan istifadY etmYklY stimulla_d1r1lma tYdbirlYri Ysas1nda sat1_1n hYcminin art1r1lmas1na xsusi diqqYt yetirilir vY bu metod Ysas1nda sat1_1n hYcminin art1m1 hesablan1l1r. Eyni zamanda stimulla_d1rma tYdbirlYrinY YkilYn xYrclYrin hYcmi hesablan1l1r. Onlar1n mqayisYsi Ysas1nda stimul-la_d1r1lma tYdbirlYrinin hYyata keirilmYsi nYticYsindY YldY edilYn mYnfY-Ytin mYblYi hesablan1l1r. MYnfYYtlY xYrclYrin mqayisYsi Ysas1nda tYdbirlYrin rentabellik sYviyyYsi mYyyYnlY_dirilir. Btn bu gstYricilYrin mqayisYli tYhlili Ysas1nda isY tYdbirlYrin zn dorultma mddYti hesablan1l1r. Sat1_1n stimulla_d1r1lmas1 tYdbirlYri o vaxt sYmYrYli hesab olunur ki, qar_1ya qoyulan mYqsYdY nail olunsun. Bu zaman btn mYqsYdli gstYri-cilYr stimulla_d1r1lma tYdbirlYri nYticYsindY YldY edilYn sat1_1n hYcminY Ysaslan1r. QiymYtlYndirmYnin mumi metodikas1. Sat1_1n stimulla_d1r1lmas1 zrY hYyata keirilYn btn tYdbirlYr n effektliyin qiymYtlYndirilmYsi standart sxem zrY hYyata keirilir: - tYdbir hYyata keirilmYzdYn YvvYl, tYdbir dvrndY vY ondan sonra sat1_1n hYcmi gstYricisi llr. Bu zaman YmtYY tYminat1nda mvcud olan problemlYr mYyyYnlY_dirilir vY onlar1n aradan qald1rilmas1 zrY mvafiq tYdbirlYr hYyata keirilir. Praktikada adYtYn qabaqcadan rYqiblYr zrY analoji mYlumatlar1 YldY etmYk laz1m gYlir. Lakin bu tip mYlumatlar1n YldY edilmYsi olduqca Ytindir. Firma sat1_ zrY gstYricilYri rYqiblYrin analoji gstYricilYri ilY dinamikada tYhlil edir, nYticYdY sat1_1n hYcminin dYyi_mYsinin, yeni al1c1lar1n cYlb edilmYsi vY real al1c1lar1n mal al1_1n1 sonraya saxlamalar1n1n sYbYblYrini mYyyYnlY_dirmYk mmkn olur. QiymYtlYndirmYnin birinci mYrhYlYsindY sat1_1n art1m tempi mYyyYnlY_dirilir. Sonra hYmin gstYrici tYdbirin h1yata keirilmYdiyi maazan1n analoji gstYricisi ilY mqayisYolunur vY gstYricilYrin dYqiqlY_dirilmYsi hYyata keirilir. gYr stimulla_d1r1lma tYdbirlYrindYn YvvYl, tYdbir vaxt1 vY ondan sonra tYlYbin mvsumi dYyi_mYlYri m_ahidY olunursa, onlar1 stimulla_-d1rman1n effektliyinin qiymYtlYndirilmYsi zaman1 mtlYq nYzYrY almaq vY 3 ay YvvYl hesablanm1_ orta gstYricilYrlY mqayisY etmYk laz1md1r. TYdbirlYrin hYyata keirildiyi mddYt bir aydan az olduqda vY ya tam bir kalendar aya uyun gYlmYdikdY effektliyinin qiymYtlYndirilmYsi xeyli YtinlY_ir. Bu halda hesablamalar1 hYftYlYrlY vY ya gn hesab1 ilY hYyata keirmYk laz1m gYlir. Bu zaman Ysas problemlYrdYn biri sat1_ statistikas1 haqq1nda mYlumatlar1n YldY edilmYsinin Ytinliyi ilY YlaqYdard1r. Bundan ba_qa tYdbir zYrindY nYzarYti hYyata keirmYk, sat1_1n hYcminY tYsir gstYrYn amillYr zrY mYlumatlar1 YldY etmYk xeyli YtinlY_ir. Odur ki, hYyata keirilYn tYdbiri dzgn qiymYtlYndirilmYk n hYmin mddYtdY laz1m1 mYlumatlar1 YldY etmYk, nYzarYtY gtrmYk vY btn dYyi_ikliklYri qeydY almaq n firman1n tYdbirdY z nmayYndYsi olmal1d1r. Sat1_1n stimulla_d1r1lmas1 zrY hYyata keirilYn tYdbirlYrin effektliyinin qiymYtlYndirilmYsi tYdbirlYrin xarakterindYn as1l1 olaraq sat1_ yerindY bir s1ra xususiyyYtlYrY malik olur. Sat1_1n stimulla_d1r1lmas1 tYdbirlYri hYyata keirilYn mddYtdY, YsasYn ay mddYtindY sat1_1n art1m1ndan YldY edilYn mYnfYYt hYmin mddYtdY stimulla_d1r1lma tYdbirlYrinY YkilYn xYrclYrlY mqayisY olunmaqla tYdbirin effektliyi qiymYtlYndirilir.     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