ࡱ> xzqrstuvw[bjbjCΐΐ&v v   8! "  Ed#:R#"t#t#t#SSSDDDDDDD$IKLD] SRSSSDt#t#7/YE777S dt# t#D7SD77&9rDt#PXne >dDoE0EF?,KKKrDK rDPSS7SSSSSDD7SSSESSSSKSSSSSSSSSv ( :MVZU 1. MARKETINQD KOMMUNIKASIYA SISTEMININ YERI V ROLU ;0=: 1.1.Marketinqin kommunikasiya prosesi 1.2.Marketinqin kommunikasiya sisteminin mahiyyYti vY Ysas elementlYri 1.3. mtYYnin irYlilYdilmYsinin mumi bdcYsinin vY proqram1n1n i_lYnib haz1rlanmas1 1.1.Marketinqin kommunikasiya prosesi Masir dvrdY marketinq konsepsiyas1ndan istifadY edilmYsi yaln1z keyfiyyYtli, istehlak1lar1n tYlYbinY uyun gYlYn mYhsul istehsal etmYklY, ona istehlak1lara mnasib qiymYt mYyyYnlY_dirmYklY kifayYtlYnmir, hYm dY istehsal edilYn mYhsula tYlYbat yaratma1, mYhsul sat1_1n1 hYvYslYndirmYyi, bu mYqsYdlY z istehlak1lar1na zYruri informasiya trmYyi, informasiyan1 diqqYtlY semYyi, istehlak1larla Yks YlaqY yaratma1 tYlYb edir. Btn bu kimi tYdbirlYrin hYyata keirilmYsi, onlardan irYli gYlYn vYzifYlYrin yerinY yetirilmYsi marketinqin kommunikasiya sisteminin yarad1lmas1n1 vY hYyata keirilmYsini zYruri edir. Kommunikasiya dedikdY iki vY ya daha ox subyekt aras1nda informasiya mbadilYsi prosesi ba_a d_lr. Kommunikasiyan1n rolu ondan ibarYtdir ki, o, daxili mhit sisteminin normal fYaliyyYtini tYmin etmYklY yana_1, hYm dY xarici mhitlY qar_1l1ql1 YlaqY yarad1lmas1n1 tYmin edir. SYmYrYli kommunikasiya sisteminY nail olmaq n firma ixtisasla_m1_ reklam _irkYtlYrinin, sat1_1n hYvYslYndirilmYsi vY birba_a marketinq zrY mtYxYssislYrin xidmYtlYrindYn istifadY edir. Firma bu mYqsYdlY, hYminin ictimaiyyYtlY YlaqYnin gclYndirilmYsi, Pablik Riley_nz proqramlar1ndan istifadY edilmYsi zrY tYdbirlYri dY hYyata keirir. Firmalar1n YksYriyyYtini istehlak1larla YlaqY yarat-maqdan daha ox kommunikasiya tYdbirlYrinY nY qYdYr vYsait xYrclYmYk vY informasiya trlmYsinin hans1 sullar1n1 semYk mYsYlYlYri maraqland1r1r. Bu gn firmalar1n sYrYncam1nda marketinq kommunikasiyas1n1n kompleks sistemi mvcuddur. HYmin sistemin hans1 sYviyyYdY yarad1lmas1ndan vY istifadY edilmYsindYn hYm kommunikasiya sisteminin sYmYrYliliyi, hYm dY mumilikdY marketinq fYaliyyYtinin nYticYlYri ox as1l1d1r. Marketinq fYaliyyYtindY qar_1ya qoyulan mYqsYdlYrY nail olmaqda vY mYqsYd bazarlar1nda rYqabYt mbarizYsindY qalib gYlmYkdY maarketinqin kommunikasiya sistemi olduqca mhm rol oynay1r vY bu sistem firmadaxili sistem hesab edilmir. BelY ki, kommunikasiya sistemi zrY fYaliyyYt firmadaxili fYaliyyYtlY yana_1, hYm dY firman1n mYhsulunu satan vasitYilYri, topdan vY pYrakYndY ticarYt mYssisYlYrini YhatY edir. Firmalar z vasitYilYrinY, ticarYt heyYtinY istehlak1larla nsiyyYtdY olma1, mYlumat yayma1 vY onlardan zYruri mYlumatlar YldY etmYyi yrYdirlYr. HYr bir firma mrYkkYb marketinq YlaqYlYri sistemini yarad1r vY idarY edir, vasitYilYrlY, istehlak1larla vY mxtYlif istehlak1 auditoriyalar1 ilY YlaqY saxlay1r. VasitYilYr zlYri dY istehlak1larla vY mxtYlif nsiyyYt auditoriyalar1 ilY qar_1l1ql1 YlaqYdY olurlar. 0steh-lak1lar isY z nvbYsindY bir-biri ilY vY digYr nsiyyYt auditoriyalar1 ilY _ifahi YlaqYlYr yarad1rlar. Eyni zamanda qeyd etmYk laz1md1r ki, sat1_a 1xar1lan mYhsullar1n xarici grn_lYri, hans1 formada qabla_d1r1lmalar1, qiymYti, sat1_ nmayYndYlYrinin davran1_lar1, ofis interyeri, ticarYt markalar1 vY bu kimi amillYr dY al1c11lara mYyyYn mYlumatlar atd1r1rlar, onlarda firma vY ya mYhsul haqq1nda formala_m1_ biliklYri daha da geni_lYndirirlYr. Marketinqin kommunikasiya sistemi firma ilY vasitYilYr, istehlak1lar vY digYr nsiyyYt auditoriyalar1 aras1nda Yks YlaqY yarad1lmas1n1 da nYzYrdY tutur. HYr bir istehlak1 kateqoriyas1 znYmYxsus YlaqY sullar1n1n tYtbiq edilmYsini, mvafiq tYdbirlYrin hYyata keirilmYsini tYlYb edir. Btn bu tYdbirlYr kompleksinY televiziya reklam1 ilY grn_ vY sYs, radio reklamla sYs, yerst reklamla grn_ effekti verYn reklam vasitYlYrini, habelY firma vY mYhsul haqq1nda zYruri informasiyan1n trlmYsini tYmin edYn ixtisasla_d1r1lm1_ sYrgilYri, yarmarkalar1, nmayi_lYri, kataloqlar1, mYtbuat vasitYsi ilY reklam-informasiya mYlumatlar1n1n atd1r1lmas1n1, plakatlar1, msabiqYlYri, mkafatlar verilmYsini, kuponlar paylan1lmas1n1, presskonfranslar keirilmYsini aid etmYk olar. Marketinqin kommunikasiya sistemindY YlaqY anlay1_1 btn bu tYdbirlYrin, vasitY vY sullar1n YrivYsindYn kYnara 1x1r. Mmkn qYdYr daha sYmYrYli YlaqYlYrY nail olmaq n firman1n yaln1z kommunikasiya sistemini deyil, btn marketinq kompleksini dYrindYn YlaqYlYndirmYk laz1m gYlir. Marketinqin kommunikasiya sistemi iki istiqamYtdY tYdbirlYr kompleksini zndY birlY_dirir: 1. SYmYrYli kommunikasiya YlaqYlYri sisteminin yarad1lmas1. 2. mtYYnin irYlilYdilmYsi zrY stimulla_d1rma kompleksinin yarad1lmas1 vY hYyata keirilmYsi. Bu iki istiqamYt zrY tYdbirlYr kompleksi dY z nvbYsindY marketinq kommunikasiyas1 kompleksini formala_d1r1r. Onun strukturunu 1.1 sayl1 _YkildY nYzYrdYn keirYk:  ^Ykil1.1. Marketinq kommunikasiyas1 kompleksinin strukturu. ^YkildYn grndy kimi, sYmYrYli YlaqYlYr sistemi hYm daxili vY xarici YlaqYlYr sistemini, hYm dY Yks YlaqYlYrin yarad1lmas1n1 zndY birlY_dirir vY mYhz bu sistem mumilikdY marketinqin kommunikasiya sisteminin normal fYaliyy1tini tYmin edir. mtYYnin irYlilYdilmYsi zrY stimulla_d1rma kompleksinY Ysas elementlYrlY yana_1 (reklam, sat1_1n hYvYslYndirilmYsi, _Yxsi sat1_, birba_a marketinq, icti-maiyyYtlY YlaqY), hYm dY digYr yard1m_1 vasitYlYr (yarmarkalar, sYrgilYr, spon-sorluq, brendlY_mY) aid edilirlYr. Bu elementlYr zrY h1yata keirilYn tYdbirlYr mumilikdY stimulla_d1rma zrY marketinqin kommunikasiya sistemini forma-la_d1r1r. Marketinq zrY mtYxYssislYr YlaqYlYrin necY yarad1lmas1na vY fYaliyyYt gstYrmYsinY diqqYtlY yana_mal1, onu tYhlil etmYli, nYzarYt alt1nda saxlamal1d1rlar. SYmYrYli YlaqYlYrin yarad1lmas1 isY marketinqin kommunikasiya prosesi vasitYsilY tYmin edilir. Bir ox hallarda marketinqin kommunikasiya prosesi firmalar1n qar_1s1nda duran ciddi problemlYrin hYll edilmYsi mYqsYdilY hYyata keirilir. Firmalar mYhsullar1na tYlYbat formala_d1rmaq, sat1_1 hYvYslYndirmYk, firman1n imicini yksYltmYk vY digYr kommunikasiya tYdbirlYrini hYyata keirmYk mYqsYdilY mYqsYdli auditoriyaya zYruri informasiyan1n trlmYsini, onlardan Yks infor-masiyan1n YldYe dilmYsini tYmin etmYyY al1_1rlar vY bu mYqsYdlY dY mYhz kommunikasiya prosesi ba_ verir. HYr bir firma msxYlif istiqamYtlYrdY kommu-nikasiya tYdbirlYrini hYyata keirir vY nYticYdY kommunikasiya prosesi daimi vY mrYkkYb bir prosesY evrilir. NYzYrY alsaq ki. minlYrlY vY daha ox firmalar, mYssisY vY tY_kilatlar eyni tipli kommunikasiya tYdbirlYrini hYyata keirirlYr, bu halda hYm vaxt mYhdudiyyYti, hYm dY dYyYrinin yksYk olmas1 bax1m1ndan kommunikasiya prosesi daha da mrYkkYblY_ir vY YtinlY_ir. Bir ox mtYxYssislYr vY marketoloqlar kommunikasiya prosesinY alq1-satq1 proseslYrinin idarY olunmas1n1n tYrkib hissYsi kimi bax1rlar. MYqsYdli auditoriyaya (ktlYvi istehlak1lar, istehlak1lar qrupu, siniflYr, fYrdi istehlak1lar, mtYxYssislYr vY s.) informasiyan1n trlmYsi vY onlardan Yks informasiyan1n YldY edilmYsini tYmin edYn kommunikasiya prosesi sat1_dan YvvYlki, sat1_ dvr vY sat1_dan sonrak1 dvr YhatY etmYklY, eyni zamanda mumi sat1_ prosesinY xidmYt gstYrir. 0stehlak1lar, istehlak1 qruplar1 mxtYlif xsusiyyYtlYrY malik olduqlar1ndan firmalar hYr bir bazar seqmenti n fYrdi kommunikasiya proqram1 i_lYyib haz1rlamaa daha ox stnlk verirlYr. Masir dvrdY informasiya texnologiya-lar1n1n srYtli inki_af1 firmalar1n z mYlumatlar1n1 istehlak1lara atd1rmaq vY onlardan Yks informasiyan1 YldY etmYk imkanlar1n1 xeyli geni_lYndirir, daha sYmYrYli kommunikasiya prosesini hYyata keirmYyY imkan verir. 0qtisadi YdYbiy-yatlarda kommunikasiya prosesinin mahiyyYtinin a1qlanmas1na mxtYlif yana_-malar mvcuddur. ksYr mtYxYssislYr kommunikativ prosesY kompaniya ilY onun istehlak1lar1 aras1nda olan interaktiv dialoq kimi bax1rlar. MYssisY vY tY_kilat-larda kommunikasiya prosesi inki_af etmi_ kanallar _YbYkYsi vasitYsilY hYyata keirilir. Bu cr _YbYkY kanallar1 informasiyan1n toplanmas1n1, sistemlY_dirilmYsini vY tYhlilini hYyata keirir. Ytraf mhitlY YlaqYlYr qurulmas1n1, ondan Yks informasiyan1n YldY edilmYsini tYmin edir, eyni zamanda mYssisYnin xarici mhitY inteqrasiyas1n1 tYmin edYn vasitY kimi 1x1_ edir. Firmalar1n kommunika-siya proseslYri mvYqqYti, vaxta_1r1 vY daimi xarakterY malik olurlar. Bu proseslYr _YxslYr aras1ndak1 YlaqYlYri xarakterizY edirlYr vY fYrqli xsusiyyYtlYrY malik olurlar. MYsYlYn, firmalar1n tY_kilat qrulu_u insanlar1n kommunikasiya YlaqYlYrindY dayan1ql1l1q vY qaba1 grmYk xsusiyyYti formala_d1r1r. TY_kilati struktur eyni zamanda rYhbYrlYrlY tabe i_ilYr aras1nda kommunikasiya YlaqYlYrinin eyni statusa malik olan insanlar aras1ndak1 YlaqYlYrdYn fYrqlYnmYsinY gYtirib 1xar1r. Marketinqin kommunikasiya prosesi zndY doqquz tYrkib elementi birlY_dirir. Bir s1ra mtYxYssislYr (F.Kotler, .J..Lamben, Q. Baqiyev vY ba_qalar1) marketinqin kommunikasiya prosesini sxem _YklindY gstYrmi_lYr. mumilY_dirilmi_ formada bu prosesi _Ykil 1.2 - dY gstYrmYk olar. Prosesin iki elementi: - GndYrici vY qYbul edYn YlaqYnin Ysas i_tirak1lar1-d1rlar. DigYr iki element mraciYt vY kanallar Ysas YlaqY alYtlYri hesab olunurlar. Drd element - kodla_d1rma, _iframa, nYticY, Yks-YlaqY Ysas funksional hissYlYrdir. HYr bir elementi ayr1-ayr1l1qda nYzYrdYn keirYk: - gndYrici - mraciYti yaradan vY gndYrYn tYrYfdir . Bu hYm fiziki, hYm dY hquqi _Yxs ola bilYr;  SHAPE \* MERGEFORMAT  ^Ykil 1.2 Marketinqin kommunikasiya prosesi - gndYrici - mraciYti yaradan vY gndYrYn tYrYfdir . Bu hYm fiziki, hYm dY hquqi _Yxs ola bilYr; - kodla_d1rma - fikrin, ideyan1n rYmzi _YkildY ifadY olunmas1 prosesidir; - mraciYt - gndYricinin trdy mYlumatlar dYstidir; -kanal - informasiya yay1m vasitYlYri, mraciYti gndYricidYn qYbul edYn vY Yks tYrYfY trYn vasitYdir; -_iframa - gndYricinin trdy mYlumatlara qYbul edYn tYrYfin mYna- vermY prosesidir; - qYbuledYn - gndYrici tYrYfin gndYrdiyi mraciYti alan _Yxsdir; - nYticY (effekt) - mraciYtlY qYbul edYn tYrYfdY tYmas nYticYsindY yaranan rYy, fikir formala_mas1d1r; -Yks-YlaqY - gndYricinin qYbul edYn tYrYfdYn YldY etdiyi mYlumatlar1 t vasitYsidir; -maneYlYr - YlaqY prosesindY Ytraf mhit amillYrinin planla_d1r1lmam1_ mdaxilYsinin mYnfi tYsiridir. GndYricilYr hans1 auditoriyaya mraciYt edYcYklYrini mYyyYnlY_dirmYli vY hans1 nYticY YldY etmYk istYdiklYrini bilmYlidirlYr. Onlar mraciYti qYbul edYnlYrin istifadY etdiyi _iframa prosesinin xsusiyyYtlYrini nYzYrY almaqla yana_1, z mraciYtlYrini mYharYtlY kod la_d1rma1 bacarmal1d1rlar. MraciYtlYr informasiya yay1m vasitYlYrindYn istifadY etmYklY mYqsYdli auditoriyaya atd1r1l1r. MraciYtlYrY mYqsYdli auditoriyan1n cavab reaksiyas1n1 bilmYk n Yks YlaqY kanallar1 yarad1l1r. Kommunikasiya prosesinin tYrkib elementlYri gndYrici ilY qYbuledYn aras1n-da yaranan YlaqYlYrin ard1c1l mYrhYlYlYrlYrini zqndY birlY_dirir. Marketinq sahYsinin YlaqYlYndiricisi kommunikasiya prosesindY a_a1dak1 mYsYlYlYri mvafiq ard1c1ll1qla hYyata keirmYlidir: 1. MYqsYdli auditoriyan1n mYyyYnlY_dirilmYsi. 2. MYqsYdin mYyyYnlY_dirilmYsi. 3. Arzu olunan cavab reaksiyas1n1n mYyyYnlY_dirilmYsi. 4. MraciYtin seilmYsi. 5. 0nformasiya yay1m1 vasitYilYrinin seilmYsi. 6.MraciYt mYnbYyini sYciyyYlYndirYn YlamYtlYrin seilmYsi. 7. ks-rabitY kanallar1 zrY daxil olan informasiyan1n toplanmas1. 1. MYqsYdli auditoriyan1n mYyyYnlY_dirilmYsi. Marketinqin kommunikasiya sisteminin stimulla_d1rma zrY tYdbirlYri i_lYnib haz1rlanarkYn kommunikasiya qYrarlar1n1n qYbul edilmYsinY tYsir gstYrYn Yn mhm amillYrdYn biri dY mYqsYdli auditoriyan1n mYyyYnlY_dirilmYsidir. MYqsYdli auditoriyan1n xsusiyyYtlYrini nYzYrY almadan, onun hYcmini vY xarak-terini bilmYdYn kommunikasiya qYrarlar1 qYbul etmYk, sYmYrYli kommunikasiya tYdbirlYrini hYyata keirmYk mmkn deyildir. Marketinq sahYsinin YlaqYlYndiricisi i_Y ba_layarkYn mYqsYdli auditoriya barYdY ayd1n tYsYvvrY malik olmal1d1r. Bu auditoriya firman1n YmtYYlYrinin real vY potensial al1c1lar1, hYminin qYrar qYbul edYn vY ya onun qYbul olunmas1na tYsir gstYrYn _YxslYr dY ola bilYrlYr. Auditoriya ayr1-ayr1 _YxslYrdYn, istehlak1 qrup-lar1ndan, konkret nsiyyYt auditoriyalar1ndan vY ya geni_ ktlYdYn ibarYt ola bilYr. MYqsYdli auditoriya qYbul edilYn qYrarlara hYlledici tYsir gstYrmYk imkan1na malik olur. 2. MYqsYdin mYyyYnlY_dirilmYsi. MYqsYdli auditoriya mYyyYnlY_- dirildikdYn sonra kommunikativ mYqsYdlYr mYyyYnlY_dirilir. Firmalar kommunikasiya tYdbirlYrini semYk vY haz1rlamaq n ilk nvbYdY mYqsYdlYri mYyyYnlY_dirmYlidirlYr vY bu barYdY mvafiq qYrarlar qYbul edirlYr. Kommuni-kasiya ilY bal1 mYqsYdlYr marketinqin mumi mYqsYdlYrinY, xsusYn dY strateji mYqsYdlYrY nail olunmas1na xidmYt gstYrirlYr. J. Lamben kommunikasiya proq-ramlar1n1n tYrtibi zaman1 firmarn1n qYbul etdiyi Ysas strateci mYqsYdlYri vY qYrarlar1 1.3 sayl1 _YkildYki kimi gstYrmi_dir  Firmalar kommunikasiya proqramlar1n1 i_lYyib haz1rlayarkYn strateji mYqsYd-lYri mYyyYnlY_dirirlYr vY bu mYqsYdlYrY uyun gYlYn korporativ imic yartmaq, mYhsullar1na tYlYbat formala_d1rmaq, onun sat1_1n1 vY al1_1n1 hYvYslYndirmYk mYqsYdilY mvafiq tYdbirlYr hYyata keirirlYr. 2. Arzu olunan cavab reaksiyas1n1n mYyyYnlY_dirilmYsi. MYqsYdli auditoriyan1 mYyyYn etdikdYn sonra marketinq sahYsinin YlaqYlYndiricisi hans1 cavab reaksiyas1n1, yYni hans1 nYticYni YldY etmYk istYdiyini mYyyYnlY_dirmYli-dir. Lakin, mYhsul al1_1 haqq1nda qYrar qYbul edilmYsi uzunsrYn prosesin nYticYsidir. laqYlYndirici hYr bir halda z mYqsYdli auditoriyas1n1n vYziyyYtini vY onun hans1 dYyi_ikliklYrY mYruz qalaca1n1 bilmYlidir. Firma gndYrdiyi mYlumat-lar1n auditoriya tYrYfindYn hans1 mnasibYtlY qar_1lanaca1 haqq1nda qYrar qYbul etmYlidir MYqsYdli auditoriya al1c1 psixologiyas1n1n istYnilYn alt1 vYziyyYtindYn birindY ola bilYr: mYlumatl1l1q, biliklilik, rYbYt bYslYmY, stnlk vermY, inanma, bazarl1q etmY. MYlumatl1l1q, hYr _eydYn YvvYl mYqsYdli auditoriyan1n mYhsul vY ya firma haqq1nda mYlumata malik olma dYrYcYsini mYyyYnlY_dirmYyY imkan verir. Auditoriya tamamilY xYbYrsiz, yaln1z ad vY ya bundan ba_qa nYsY bir _ey haqq1nda mYlumatl1 ola bilYr. gYr auditoriyan1n YksYr hissYsi xYbYrsizdirsY, YlaqYlYndiricinin vYzifYsi he olmasa ad1n tan1nmas1 sYviyyYsindY mYlumatl1l11 yaratmaqdan ibarYt olmal1d1r. Buna ad1n tYkrar edildiyi sadY mraciYtlYrin kmYkliyi ilY nail olmaq olar. Lakin bu halda belY, mYlumatl1l11n formala_d1r1lmas1 vaxt tYlYb edYn bir prosesdir. Biliklilik. Ehtimal ki, mYqsYdli auditoriya firma vY onun mYhsulu haqq1nda mYlumatdan ba_qa he bir _ey bilmYsin. Bu halda YlaqYlYndirici firma vY onun mYhsulu haqq1nda Ytrafl1 mYlumatlar1n mYqsYdli auditoriyaya atd1r1lmas1n1 tYmin edYn tYdbirlYrin hYyata keirilmYsi zrY mvafiq i_lYr grmYlidir. RYbYt bYslYmY. gYr mYqsYdli auditoriya firman1 vY ya mYhsulu tan1y1rsa ona qar_1 hans1 hisslYri bYslYyir? A_a1dak1 qiymYtlYndirmY dYrYcYlYrini fYrqlYndirmYk mmkndr: hYddYn art1q mYnfi mnasibYt, kifayYt qYdYr mYnfi mnasibYt, etinas1z mnasibYt, kifayYt qYdYr msbYt mnasibYt, hYddYn art1q msbYt mnasibYt. laqYlYndirici mYqsYdli auditoriyan1n firmaya vY ya onun mYhsuluna hans1 dYrYcYdY mnasibYt bYslYdiyini mYyyYnlY_dirmYli, bu mnasibYtin msbYt istiqamYtdY formala_mas1na al1_mal1d1r. stnlk vermY. MYqsYdli auditoriya mYhsula yax_1 mnasibYt bYslYyib, ba_qalar1 ilY mqayisYdY ona stnlk vermYyY bilYr. Bu halda YlaqYlYndirici istehlak1n1n firmaya vY ya mYhsula stnlk vermYsini formala_d1rmaa cYhd gstYrmYlidir. O, mYhsulun keyfiyyYtini, YhYmiyyYtini, digYr istehlak xsusiyyYtlYrini istehlak1 auditoriyas1na atd1rmal1d1r. laqYlYndirici z fYaliyyYtinin mvYffYqiy-yYti barYdY kompaniya ba_a atd1qdan sonra istehlak1 auditoriyas1n1n mYhsula stnlk vermYsinin tYkrarYn qiymYtlYndirilmYsini hYyata keirmYklY fikir sylYyY bilYr. 0nanma. MYqsYdli auditoriya konkret YmtYYyY stnlk verib, lakin onun al1nmas1 barYdY qYrar qYbul etmYyY bilYr. Bu halda YlaqYlYndirici reklam vY sat1_1n hYvYslYndirilmYsi tYdbirlYrindYn istifadY etmYklY mYqsYdli auditoriyan1 firman1n mYhsulunu almaa inand1rmal1d1r. Bazarl1q etmY. MYqsYdli auditoriyan1n mYhsula laz1mi inam1 olsa da, bazarl1q etmYyY dY bilYrlYr. BelY halda onlar1n YlavY informasiyaya ehtiyaclar1 yaran1r, bazarl11 isY bir qYdYr sonraya planla_d1r1rlar. laqYlYndirici bu istehlak-1lar1 tYlYb olunan hYlledici add1m1 atmaa tYhrik etmYlidir. Bazarl1a tYhriketmY cYhdlYri aras1nda YmtYYnin ucuz qiymYtlY tYklif olunmas1, bazarl1a grY mkafat tYklif olunmas1, mYhdud mddYt YrzindY YmtYYni s1naqdan keirmYk tYklifi, YmtY-Ynin bu yax1nlarda Ylatmaz olaca1na eyham edilmYsi vY s. Yuxar1da bax1lan alt1 vYziyyYt adYtYn mYrhYlYdY birlY_dirilir: dYrketmY, emosiyalar vY rYftar1n biruzY verilmYsi. Al1c1lar adYtYn bu mYrhYlYlYrin hYr birindYn keirlYr. laqYlYndiricinin vYzifYsi Ysas istehlak1 ktlYsinin hans1 vYziyyYtdY olduunu ayd1nla_d1rmaq vY onlar1 sonrak1 mYrhYlYyY tYhrik edYn YlaqYlYndirmY tYdbirlYrini i_lYyib haz1rlamaqdan ibarYtdir. Kommunikasiyalar hans1 tYsirlYri gstYrmYlidirlYr?. F.Kotler 1.4 sayl1 _YkildY kommunikasiyalar1n auditoriyan1n _urunda yeni fikirlYr yaratmaq, qurulu_lar1n dYyi_dirilmYsi, fYaliyyYtY svq etmYk tYsirlYrini qeyd edYrYk, auditoriyanin cavab reaksiyas1n1n formala_mas1n1n drd modelini gstYrmi_dir   ^Ykil 1.4 Cavab reaksiyalar1n1n formala_d1r1lmas1 modellYri Btn bu metodlar onu nYzYrdY tuturlar ki, YmtYYnin YldY edilmYsi prosesindY al1c1 mYyyYn ard1c1ll1qla idraki, emosional vY davran1_ dvrlYrini keir. Birinci model <<biliklYr - emosiyalar - fYaliyyYtlYr>> ard1c1ll11 yksYk sYviyyYli cYlb edilmYk tYlYb edYn YmtYY kateqoriyas1 YrivYsindY mYhsulun oxsayl1 modellYri aras1ndak1 fYrqi hiss etmYli olan al1c1lar n sYciyyYvidir (avtomobillYrin al1_1 zaman1). 0kinci model << fYaliyyYtlYr  emosiyalar  biliklYr >> ard1c1ll11 auditoriyan1n cYlb edilmYk dYrYcYsinin yksYk olmas1, lakin YmtYY kateqoriyas1ndak1 YmtYYlYr aras1ndak1 fYrqlYrin hiss edilmYdiyi zaman ba_ verir (alminumum qablar1n al1_1 zaman1). nc model biliklYr  fYaliyyYtlYr - emosiyalar ard1c1ll11d1r ki, bu zaman al1c1lar1n cYlb edilmY sYviyyYsi a_a1d1r vY YmtYYlYr aras1ndak1 fYrqlYr o qYdYr dY hiss olunmur, mYsYlYn, duzun al1_1 zaman1. Drdnc model kommunikasiya modelidir ki, bu zaman dzgn ard1c1ll11 seYrYk marketinq zrY mtYxYssis kommunikasiyan1n daha adekvat metodlar1n1 YldY etmYk imkan1 qazan1r. 3. MraciYtin seilmYsi. Auditoriyan1n arzu edilYn cavab reaksiyas1n1 mYyyYnlY_dirdikdYn sonra YlaqYlYndirici tYsirli mraciYt haz1rlamaa ba_lay1r. MYqsYdli auditoriyaya nvanlanan mraciYtin yaranmas1 mYsYlYnin hYllini nYzYrdY tutur. MraciYtlY nY demYli? Bunu necY mYntiqi ifadY etmYli vY mraciYtin mYzmununu rYmzlYrlY necY gstYrmYli? HYr bir mraciYt mYqsYdli auditoriyan1 maraqland1ran mYzmuna, qurulu_a vY formaya malik olmal1d1r. MraciYtin mYzmunu. laqYlYndirici arzu olunan cavab reaksiyas1 formala_d1ran cazibYdar dYlil vY ya mvzu fikirlY_ib tapmal1d1r. DYlillYrin tipini fYrqlYndirirlYr: -mYqsYdYuyun dYlillYr, auditoriyan1n _Yxsi mYnafeyi ilY YlaqYlYndirilir vY onlar1n kmYyi ilY tYtbiq olunan qaydalar1 tYmin edilYcYyi gstYrilir; -emosional dYlillYr, bazarl1q etmYk n Ysas verYn msbYt vY ya mYnfi hisslYr yaratmaa tYsir gstYrir; -Yxlaqi dYlillYr, mYqsYdli auditoriyan1n YdalYtlilik vY dzgnlk hisslYrinY istinad edir. MraciYtin qurulu_u. MraciYtin mYqsYdli auditoriyaya tYsiri onun qurulu-_undan da as1l1d1r. laqYlYndirici qYrar qYbul etmYlidir. Birincisi, mraciYtdYn ayd1n nYticY 1xarmal1 vY ya bunu auditoriyan1n hdYsinY buraxmal1d1r. 0kincisi, ancaq lehinY dYlillYr gYtirmYli vY ya hYr iki tYrYfin sbutlar1n1 Yks etdirmYlidir. ncs, Yn tYsirli dYlillYri nY vaxt  YvvYldY vY ya ax1rda gYtirmYyi mYyyYn-lY_dirmYlidir. Qeyd olunan qYrarlar qYbul edildikdYn sonra mraciYtin formas1 mYyyYnlY_dirilir. MraciYt formas1. laqYlYndirici z mraciYti n tYsirli forma semYlidir. ap reklam1 elanlar1nda bir s1ra qYrarlar, o cmlYdYn mYtnin ba_l11, _YkillYri vY rYng tYrtibat1 barYsindY qYrarlar qYbul etmYk laz1m gYlir. MYqsYdli auditoriyan1n diqqYtini cYlb etmYk n reklamvericilYri yeniliyin tYzadlar1n1n nYzYrY atd1r1lma-s1na, maraql1 _YkillYr vY ba_l1qlardan, qeyri-adi cizgilYrdYn istifadY edilmYsinY al1_1rlar. gYr mraciYt radio vasitYsilY hYyata keirilirsY, YlaqYlYndirici ifadYlYri, ifa1lar1n Ysas xsusiyyYtlYrini, dan1_1q tYrzini vY sYlisliyi diqqYtlY semYlidir. 4. 0nformasiya yay1m1 vasitYlYrinin seilmYsi. Bu halda YlaqYlYndirici tYsirli rabitY kanallar1n1 semYlidir. AdYtYn rabitY kanallar1n1n iki nvn fYrqlYndirirlYr: -_Yxsi vY qeyri-_Yxsi rabitY kanallar1. ^Yxsi rabitY kanallar1. Bu cr kanallarda bir-birilY bilavasitY nsiyyYtY girYn iki vY daha ox tYrYf i_tirak edir. BelY nsiyyYt zaman1 hYm iki tYrYfin zbYz nsiyyYti, hYm bir _Yxsin auditoriya ilY nsiyyYti, hYm dY telefonla, televiziya ilY, hYtta potla yaz1_ma vasitYsilY nsiyyYt yarad1la bilYr. Bu da i_tirak1lara _YxsYn mraciYt etmYk vY Yks YlaqY yaratmaq imkan1 verdiyinY grY sYmYrYli hesab olunur. Qeyri-_Yxsi rabitY kanallar1. ^Yxsi olmayan bu rabitY kanallar1  _Yxsi YlaqY vY Yks YlaqY olmad11 _YraitdY mraciYt trYn informasiya yay1m1 vasitYlYrindYn ibarYtdir. Onlara ktlYvi vY semY tYsir vasitYlYri, znYxas mhit, hadisY xarakterli tYdbirlYr aid edilirlYr. KtlYvi vY semY tYsir vasitYlYri zndY ap reklam1 vasitYlYrini (qYzetlYr, curnallar, potla birba_a reklam gndYrilmYsi), radio vY televiziya reklam1 vasitYlYrini, _Ykil-tYsviri reklam vasitYlYrini (lvhYlYr, plakatlar) birlY_dirirlYr. KtlYvi informasiya vasitYlYri byk hYcmli, fYrqlYndirilmYmi_ auditoriyalara, semY tYsir vasitYlYri isY  ixtisasla_m1_ auditoriyalara ynYldilir. znYxas mhit al1c1n1n YmtYYni almaq vY ya istifadY etmYk meylinin yaran-mas1na, yaxud mhkYmlYnmYsinY xidmYt gstYrYn, xsusi formala_m1_ mhitdir. MYsYlYn, hquq mYssisYlYri vY banklar m_tYrilYrin nqteyi-nYzYrindYn qiymYtli say1la bilYn etimad hissi vY digYr tYsYvvrlYr yarad1rlar. HadisY xarakterli tYdbirlYr  mYqsYdli auditoriyaya konkret mraciYtlYrin atd1r1lmas1 zrY hYyata keirilYn tYdbirlYri nYzYrdY tutur. Auditoriyaya bu vY ya digYr formada tYsir etmYk n ictimai rYyin yrYnilmYsi zrY _bYlYr mvafiq mYtbuat konfranslar1, tYntYnYli a1l1_, burax1l1_ mYrasimlYri vY sair keirirlYr. ^Yxsi rabitY kanallar1 ktlYvi yay1m vasitYlYrindYn tYsirli olsa da, ktlYvi informasiya vasitYlYrindYn istifadY olunmas1 _Yxsi YlaqYlYrin stimulla_d1r1lmas1na ciddi tYsir gstYrmYklY bu prosesin Ysas suluna evrilY bilYr. KtlYvi YlaqY vasitYsinin _Yxsi mnasibYtlYrY tYsiri informasiya ax1n1n1n iki pillYli prosesi sayYsindY ba_ verir. ox zaman radioda sYslYnYn vY mYtbuatda yay1lan ideyalar ax1n1 rYy liderlYrinY, onlardan isY potensial al1c1lara doru ynYldilir. Qeyd olunan iki pillYli informasiya ax1n1 bir s1ra nYticYlYr YldY etmYyY imkan verir. KtlYvi informasiya vasitYlYrinin ictimai rYyY tYsiri adYtYn d_nldy qYdYr dY birba_a, gcl tYsirY malik olmur. slindY, ktlYyY mraciYtin tYsirini rYy liderlYri, yYni ilkin auditoriyaya mYnsub olan vY ba_qalar1n1n bir vY ya bir neY YmtYY barYsindY rYyi ilY hesabla_an, tYsir gstYrY bilYn _YxslYr formala_d1r1rlar. J.J. Lamben _Yxsi vY qeyri _Yxsi kommunikasiyalar1n cYdvYl _YklindY qar_1l1ql1 mqayisYsini vermi_ vY mvafiq nYticYlYr 1xarm1_d1r. CYdvYl 1.1 ^Yxsi vY qeyri-_Yxsi kommunikasiyan1n mqayisYsi Kommunikasiya prosesinin elementlYri^Yxsi kommunikasiyaQeyri-_Yxsi kommunikasiyaMYqsYd auditoriyas1( DYqiq mYyyYn edilmi_dir(Orta xarakteristikalardan istifadY edilirMYlumat ( FYrdidir ( ArqumentlYrin say1 oxdur ( Formas1 vY mYzmunu zYrindY nYzarYt zYifdir( Standartd1r (ArqumentlYrin say1 azd1r (Forma vY mYzmuna nYzarYt gcldrMedia( FYrdilY_dirilmi_dir, _Yxsi kontakt mvcuddur ( Kontaktlar azd1r( Kontaktlar qeyrni-_Yxsi xarakterlidir ( Bir neY kontakt olurQYbul edYn( UzunmddYtli diqqYt yetirilir ( Kodun a1lmas1nda yol verilYn sYhvlYrin tYsiri zYifdir(DiqqYt yetirilmY qeyri sabitdir ( Kodun a1lmas1nda yol verilYn sYhvlYrin tYsiri gcldrCavab reaksiyas1( Davran1_ reaksiyas1n1n dYrhal gstYrilmYsi mmkndr( Davran1_ reaksiyas1n1n dYrhal gstYrilmYsi Ytindir Apar1lm1_ mqayisYdYn a_a1dak1 nYticYlYri 1xarmaq mmkndr: - _Yxsi kommunikasiya qeyri _Yxsi kommunikasiyaya nisbYtYn daha effektli vY tYsirli olmas1na baxmayaraq, eyni zamanda daha ox xYrc tutumludur vY baha ba_a gYlir. - qeyri-_Yxsi kommunikasiya mYyyYn mddYt YrzindY daha ox istehlak1n1 vY daha geni_ auditoriyan1 YhatY edir. - mYhsul mrYkkYb xarakterY malik olduqda vY onun istifadYsi n xsusi qayda tYlYb olunduqda, hYminin, al1c1lar1n say1 mYhdud olduqda _Yxsi kommuni-kasiyan1n tYtbiqi sYmYrYli hesab olunur. DemYli, firmalar _Yxsi vY qeyri _Yxsi kommunikasiya vasitYlYrini seYrkYn onlar1n hYr birinin spesifik xsusiyy1tlYrini vY tYsir dYrYcYlYrini nYzYrY almal1-d1rlar. 5. MraciYt mYnbYyini sYciyyYlYndirYn YlamYtlYrin seilmYsi. MraciYtin auditoriyaya tYsiri bu auditoriyan1n gndYricini necY qYbul etmYsindYn ox as1l1d1r. MtYbYr, etibarl1 mYnbYlYrdYn verilYn mraciYtlYr daha tYsirli vY inand1r1c1 olur. Firmalar mYqsYdli auditoriyaya mraciYt gndYrYrkYn inand1rma dYrYcYsi yksYk olan, nfuzlu _YxslYrin, mY_hur idman1lar1n, tele_YrhilYrin xidmYtlYrindYn istifa-dY edirlYr vY btn bunlar mraciYtin daha sYmYrYli olmas1na ciddi tYsir gstYrir. 6. ks-rabitY kanallar1 zrY daxil olan informasiyan1n toplanmas1. laqYlYndirici mraciYti mYqsYdli auditoriyaya atd1rd1qdan sonra onun tYsirini vY sYmYrYsini mYyyYnlY_dirmYyY al1_1r vY bu mYqsYdlY Yks-YlaqY mYlumatlar1n1n toplanmas1 vY tYhlili hYyata keirilir, mvafiq tYdqiqat apar1l1r. NYticYdY mYqsYdli auditoriyan1n mraciYti necY qYbul etmYsi, hans1 hisslYrin ba_ qald1rd11 ayd1nla_d1r1l1r. Bunun n sorular keirilir, rYylYr yrYnilir. laqYlYndirici YmtYYnin nY qYdYr adam1n xo_una gYlmYsini, onu nY qYdYr adam1n almas1n1, onun haqq1nda ba_qalar1 ilY shbYt apar1lmas1 kimi cavab reaksiyas1n1 sYciyyYlYndirYn mYlumatlar1 YldY etmYyY al1_1r. HYr bir halda kommunikasiya sisteminin tYtbiqi mal al1_1 prosesi ilY tamam-lan1r. 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BelYliklY, potensial al1c1lar1n mYyyYn hissYsi real al1c1lara evrilir. 1.2. Marketinqin kommunikasiya sisteminin mahiyyYti vY Ysas elementlYri. Marketinqin kommunikasiya sistemi YmtYYnin irYlilYdilmYsi qzrY stYmulla_-d1rma tYdbirlYri kompleksini zndY birlY_dirir. Bu sistem eyni zamanda kommunikativ prosesin hYyata keirilm1sini, istehlak1lara zYruri informasiyan1n atd1r1lmas1n1, al1c1larla _Yxsi YlaqYlYrin yarad1lmas1n1, ictimaiyyYtlY i_kzar mnasibYtlYrin formala_d1r1lmas1n1, vY s. bu kimi digYr stimulla_d1rma tYdbirlYrinin hYyata keirilmYsini dY nYzYrdY tutur. Marketinqin kommunikasiya sistemi mxtYlif istiqamYtlYrdY stimulla_d1rma tYdbirlYrinin h1yata keirilmYsini nYzYrdY tutur. Bu mYqsYdlY YmtYYnin irYlilYdil-mYsinin mumi vY fYrdi proqramlar1 i_lYnib haz1rlan1r. Bu proqramlarda mxtYlif kommunikasiya sullar1ndan vY vasitYlYrindYn istifadY edilir. F.Kotler.vY ba_qalar1 marketinqin kommunikasiya sistemini sxem _YklindY gstYrmi_lYr. mumilY_dirilmi_ formada hYmin sxemi 1.5 sayl1 _YkildYki kimi vermYk olar. Marketinqin kommunikasiya sistemi istehlak1lara tYsir vasitYsi kimi YsasYn be_ elementi - be_ istiqamYtdY stimulla_d1rma tYdbirlYri kompleksini zndY birlY_dirir: reklam, sat1_1n stimulla_d1r1lmas1, _Yxsi sat1_, birba_a maarketinq, icti-maiyyYtlY YlaqY. Son dvrlYrdY birba_a maarketinq kommunikasiya sistemindY olduqca mhm rol oynamaa vY srYtlY inki_af etmYyY ba_lam1_d1r.  SHAPE \* MERGEFORMAT  ^Ykil 1.5 Marketinqin kommunikasiya sistemi. Reklam - hYr hans1 bir _Yxsin sifari_i ilY firma, mYhsul, xidmYt vY ideyalar haqq1nda, _Yxsin i_tirak1 olmadan, zYruri mYlumatlar1n pullu yay1m formas1d1r. Bu gn reklam1n aktuall11 he bir _bhY dourmur. BelY ki, o, bazar iqtisadiyyat1n1n vacib elementi hesab edilir vY onun inki_af1nda olduqca mhm rol oynay1r. Reklam marketinqin kommunikasiya sisteminin Ysas elementlYrindYn biri olmaqla tYlYbin formala_mas1nda vY sat1_1n art1r1lmas1nda gcl tYsirY malikdir vY bu bax1mdan ona ayr1ca bir blmY kimi bax1l1r. Sat1_1n stimulla_d1r1lmas1  real vY potensial al1c1ya fYrdi vY dolay1s1 yolla tYsir etmYklY mYssisYnin mYhsuluna tYlYbat yaratmaq vY sat1_1n hYcmini art1rmaq mYqsYdilY hYyata keirilYn tYdbirlYr kompleksidir. ^Yxsi sat1_ - bir vY ya bir neY potensial al1c1 ilY shbYt Ysas1nda YmtYYni satmaq mYqsYdilY _ifahi _YkildY tYbliat apar1lmas1 yolu ilY mYhsul sat1_1n1n hYyata keirilmYsidir. Birba_a marketinq - sat1c1larla al1c1lar aras1nda birba_a mnasibYtlYrin yarad1lmas1, bu mYqsYdlY kommunikasiyan1n mxtYlif vasitYlYrindYn istifadY etmYklY mYhsul sat1_1n1n hYyata keirilmYsidir. 0ctimaiyyYtlY YlaqY- firma vY onun mYhsulu haqq1nda cYmiyyYtdY msbYt rYyin formala_mas1n1, xo_agYlmYz _aiyYlYrin aradan qald1r1lmas1n1 tYmin etmYk mYqsYdilY istehlak1larla, onlar1n ayr1-ayr1 qruplar1 ilY xo_ mnasibYtlYr yara-d1lmas1n1, bu mYqsYdlY gr_lYr keirilmYsini, onlara zYruri mYlumatlar1n atd1r1lmas1n1, digYr mvafiq tYdbirlYrin hYyata keirilmYsini nYzYrdY tutur. Son dvrlYrdY ictimaiyyYtlY YlaqYnin masir konsepsiyas1 kimi Pablik Riley_nz (P.R.) proqram1 i_lYnib haz1rlanm1_ vY tYtbiq olunmaa ba_lam1_d1r. Yerli vY xarici YdYbiyyatlarda PR-Y verilYn mxtYlif tYriflYri vY yana_malar1 mumilY_dirYrYk, A_a1dak1 fikri sylYmYk olar. PR marketinq fYaliyyYtinin effektliyini yksYltmYk mYqsYdilY, mYssisY ilY istehlak1lar vY btvlkdY cYmiyyYt aras1nda i_gzar YlaqYlYrin yarad1lmas1n1 tYmin edYn mrYkkYb bir sistemdir. PR proqram1 marketinq fYaliyyYtindY qar_1ya qoyulan bYzi mYsYlYlYrin hYllinY dair YhatYli tYhlillYrin apar1lmas1n1, onlar1n nYticYlYrinY uyun olaraq mYssisY rYhbYrlYrinY YmYli tvsiyY-lYrin verilmYsini, mYssisY ilY ictimaiyyYt aras1nda xo_ mnasibYtlYrin yarad1lmas1n1 tYmin edYn tYdbirlYrin hYyata keirilmYsini nYzYrdY tutur. Marketinqin kommunikasiya sisteminin yuxar1da qeyd olunan elementlYrinin hYr birinin znYmYxsus spesifik xsusiyyYtlYri mvcuddur. MYsYlYn, reklam1 hYyata keirYrkYn mxtYlif ktlYvi informasiya vasitYlYrindYn vY digYr yasitYlYrdYn istifadY edilir. ^Yxsi sat1_ ticarYt agentlYrinin _Yxsi gr_lYri, bacar1qlar1 vY sYylYri sayYsindY hYyata keirilir. Sat1_1n hYvYslYndirilmYsi sat1_ yerindY reklam1n, mYhsul sat1_1n1n vY al1_1n1n stimulla_d1r1lmas1 zrY mvafiq tYdbirlYrin hYyata keiril-mYsini nYzYrdY tutur. Birba_a marketinq mxtYlif vasitYlYrdYn (kataloqlar, birba_a pot gndYri_lYri, telefonla sat1_, telemarketinq, faks, internet vY s.) istifadY etmYklY sat1c1 ilY al1c1 aras1nda birba_a YlaqYlYrin yarad1lmas1n1 tYmin edir. 0ctimaiyyYtlY YlaqY spesifik xsusiyy1tlYrY malik mvafiq tYdbirlYrin hYyata keirilmYsi nYticYsindY firma ilY ictimaiyyYt aras1nda xo_ mnasibYtlYrin yara-d1lmas1n1 tYmin edir. Grndy kimi, kommunikasiya sisteminin qeyd olunan Ysas elementlYri mxtYlif istiqamYtlYrdY stimulla_d1rma tYdbirlYrinin hYyata keirilmYsini tYmin etmYklY yana_1, eyni zamanda firmalara sYmYrYli marketinq fYaliyyYtini hYyata keirmYyY, rYqabYtqabiliyyYtli olmaa imkan yarad1r. Lakin, kommunikasiyan1n stimulla_d1rma tYdbirlYri qeyd olunan Ysas vasitYlYrlY tamamlanm1r. MYhsullar1n xarici grn_, qiymYti, qabla_d1r1lmas1. SYrgilYr, yarmarkalar vY digYr bu kimi elementlYr dY al1c1lara mYyyYn mYlumatlar verirlYr. Son dvrlYrdY kompyuter vY informasiya texnologiyalar1nda ba_ verYn mtYrYqqi dYyi_ikliklYr marketinqin kommunikasiya texnologiyalar1nda da ciddi dYyi_ik-liklYrY sYbYb olmu_dur. Marketinqin kommunikasiya sisteminin tYtbiqi, mumilikdY istehlak1lar1n mYlumatland1r1lmas1, onlara tYsir edilmYsi, onlarda mYhsula tYlYbat formala_d1r1l-mas1, mal al1_1n1n vY sat1_1n1n hYvYslYndirilmYsi, mYssisYnin imicinin yksYldil-m1si vY s. bu kimi tYdbirlYrin hYyata keirilmYsi tYk bir kommunikasiya vasitY-sindYn istifadY edilm1sini deyil, onlardan kompleks _YkildY istifadY edilmYsini nYzYrdY tutur. Bu gn firmalar YmtYY bazarlar1nda gcl rYqabYt _YraitindY fYaliyyYt gstYrirlYr vY onlar1n YksYriyyYtini mYhsullar1na daha ox istehlak1n1 cYlb etmYk, daha ox mYhsul satmaq, daha ox mYnfYYt YldY etmYk maraqland1r1r. Bu bax1mdan firmalar aras1nda kommunikasiya sisteminin tYtbiqi zrY dY rYqabYt yaran1r vY hYr bir firma daha tYsirli kommunikasiya sistemini yaratmaa vY tYtbiq etmYyY al1_1r. NYticYdY firmalar kommunikasiya tYdbirlYrinY daha ox vYsait xYrclYmYkdY maraql1 olurlar. Bu da son nYticYdY hYm ayr1 ayr1 firmalar zrY, hYm dY mumilikdY lkYlYr zrY kommunikasiya xYrclYrinin ildYn ilY artmas1na gYtirib 1xar1r. Eyni zamanda qeyd etmYk laz1md1r ki. lkY zrY kommunikasiya xYrclYrinin mumi mYblYinin hesablanmas1 olduqca Ytin bir prosesdir. Kommunikasiya xYrclYrini Yks etdirYn gstYricilYr mYssisYlYr zrY nisbYtYn dYqiq hesablan1l1r. Lakin, lkYlYr zrY bu gstYrici tYqribi hesablamalar Ysas1nda mYyyYnlY_dirilir. Bununla belY mxtYlif lkYlYr zrY marketinq kommunika-siyas1na YkilYn xYrclYrin tYhlili olduqca mhm YhYmiyyYt kYsb edir. Masir dvrdY marketinq kommunikasiyas1n1n stimulla_d1rma kompleksinY brendlYr vY brendlY_mY dY daxil edilir. Brend  mahiyyYtcY istehlak1lar1n _urunda keyfiyyYtli, yksYk tYlYbatl1 YmtYY kimi fikir formala_m1_ mYhsul markas1 obraz1d1r. 0stehsal1 hYr hans1 mYhsul markas1n1 brendlY_dirY bilirsY, demYli, o art1q istehlak1lar1 inand1ra bilmi_dir ki. hYmin mYhsul yksYk dYyYrliliyY malik keyfiyyYtli mYhsuldur. Brend eyni zamanda formala_m1_, yksYk dYyYrY malik olan marka kapital1 hesab olunur. CYdvYl 1.3 Dnyan1n Yn bahal1 brendlYri. !Brendin ad1Brendin qiymYti (mlrd $)Art1m (azalma) tempi %-lYAid olduu lkYMYhsulun (xidmYtin) nv  20112012   1.Apple153.3183.019.4AB^MYhsul(texnol)2.IBM100.9116.015.0AB^Texnologiya3.Google111.5107.9-3.2AB^Inter.xidmYti4.Mc. Donalds81.095.217.5AB^Restor.xidmYti5.Microsoft78.276.7-1.9AB^Proqram tYm.6.Coca-cola73.874.30.7AB^MYhsul7.Marlboro67.573.69.0AB^MYhsul8.AT&T69.968.9-1.4AB^Telef. xidmYti9.Verizon-49.2-AB^Telekom10.Chine Mobile57.347.0-18.0\nOperator xid. BrendlY_mY - brendin yarad1lmas1n1, yay1lmas1n1, mhkYmlYndiril -mYsini, qorunub saxlan1lmas1n1, bir szlY mYhsul markas1n1n brendY evrilmYsini tYmin edYn bir prosesdir. Bu prosesin hYyata keirilmYsindY geni_ spektrY malik infor-masiya sistemindYn, mxtYlif xarakterli kommunikasiya tYdbirlYrindYn istifadY edilir. A. P. Pankruxinin qeyd qtdiyi kimi, AB^  da bir brendin yarad1lmas1 n tYqribYn 5 milyon dollar vYsait xYrclYnir, 2 il vaxt sYrf edilir. z mYhsulunun yksYk keyfiyyYtinY vY bazar mvqeyinY inanan firmalar bu cr mYsrYflYrY hYvYslY yol verirlYr. nki. son nYticYdY brendlY_mY mvYffYqiyyYtlY ba_a at1rsa, brend ona YkilYn xYrclYri art1qlamas1 ilY dYmYyY, sat1_1n hYcmini art1rmaa vY yksYk mYnfYYt YldY etmYyY imkan verir. 1.3. mtYYnin irYlilYdilmYsinin mumi bdcYsinin vY proqram1n1n i_lYnib haz1rlanmas1. Firmalar1n marketinq fYaliyyYti yaln1z keyfiyyYtli mYhsul yarad1lmas1, ona cYlbedici qiymYt mYyyYnlY_dirilmYsi, sYmYrYli blg vY sat1_ kanallar1ndan istifadY edilmYsi ilY kifayYtlYnmir. Firmalar istehsal etdiklYri mYhsullar1n mvYffYqiyyYtli sat1_1n1 tYmin etmYli, onlara olan istehlak1 tYlYbat1n1n hYr vasitY ilY art1r1lmas1na nail olmal1d1rlar. Bunlar isY z nvbYsindY marketinqin kommunikasiya sisteminin tYtbiq edilmYsini, onun elementlYri zrY kompleks tYdbirlYrin hYyata keirilmYsini tYlYb edir. mtYYlYrin irYlilYdilmYsi mYhz yuxar1da qeyd olunan kompleks stimulla_-d1rma tYdbirlYri sayYsindY sat1_1n hYcminin art1r1lmas1na, sat1_1n sYrhYdlYrinin vY istehlak1 auditoriyalar1n1n geni_lYndirilmYsinY nail olunmas1n1 nYzYrdY tutur. Kommunikasiya sisteminin Ysas elementlYri olan reklam, sat1_1n stimulla_d1r1lmas1, ictimaiyyYtlY YlaqY, _Yxsi sat1_, birba_a marketinq ayr1-ayr1l1qda vY btvlkdY YmtYYlYrin irYlilYdilmYsinY xidmYt edirlYr. Bu elementlYrin hYr biri zrY bdcYnin hesablanmas1nda mxtYlif yana_malar mvcuddur vY mxtYlif sullardan istifadY edilir. ksYr firmalar YmtYYnin irYlilYdilmYsinin mumi bdcYsini hesablay1r, sonradan onu stimulla_d1rman1n ayr1-ayr1 istiqamYtlYri zrY bl_drrlYr. BYzi firmalar isY stimulla_d1rma tYdbirlYri zrY xYrclYr nYzYrY al1nmaqla, ayr1-ayr1 istiqamYtlYr zrY bdcY hesablay1r vY onlar1 cYmlY_dirYrYk YmtYYnin irYllilYdilmYsinin mumi bdcYsini hesablay1rlar. mtYYlYrin irYlilYdilmYsinin mumi bdcYsinin hesablanmas1nda mxtYlif metodlardan istifadY edilir: Mvcd vYsaitlYrdYn hesablama metodu. Sat1_1n hYcminY nisbYtYn faizlY hesablama metodu. Qar_1ya qoyulan mYqsYdlYrdYn vY vYzifYlYrdYn as1l1 olaraq hesablama metodu. RYqiblYrY Ysaslanan hesablama metodu. Mvcud vYsaitlYrdYn hesablama metodu. Bu metoddan istifadY edYn firmalar irYlilYdilmY zrY bdcYni hesablayarkYn maliyyY imkanlar1ndan as1l1 olaraq gclYri atacaq mYblYdY vYsait ay1r1rlar. 0rYlilYdilmY bdcYsinin bu metodla mYyyYnlY_dirilmYsi kommunikasiya tYdbirlYrinin sat1_a gstYrdiyi tYsirY etinas1z yana_man1 gstYrir. BelY halda irYlilYdilmY bdcYsinin hYcmi Ysasland1r1lmam1_, qeyri - mYyyYn _YkildY formala_1r, bu isY YmtYYnin irYlilYdilmYsi tYdbir-lYrinin hYyata keirilmYsi zrY fYaliyyYtin dzgn planla_d1r1lmas1n1, bdcYnin ayr1-ayr1 irYlilYdilmY tYdbirlYri zrY optimal blgsn YtinlY_dirir vY stimulla_-d1rma tYdbirlYrinin sYmYrYliliyini a_a1 sal1r. Sat1_1n hYcminY nisbYtYn faizlY hesablama metodu. Bu sul Yn ox istifadY edilYn metodlardan biri hesab olunur.. 0rYlilYdilmY xYrclYrinin sat1_a olan nisbYt gstYricisi z-zlyndY Ysas, mYyyYnedici gstYrici kimi 1x1_ etmir. O, iki dYyi_Yn hYcm gstYricisinin nisbYtini xarakterizY edir. 0rYlilYdilmY xYrclYri ilY sat1_1n nisbYt gstYricisini kemi_ dvrn tYcrbYsi Ysas1nda mYyyYnlY_dirmYk daha mYqsYdYuyun hesab edilir. vvYlki dvrlYrdY irYlilYdilmY xYrclYri ilY sat1_1n hYcmi aras1ndak1 Yn optimal nisbYt gstYricisini tap1b mYyyYnlY_dirmYk laz1m gYlir. Sat1_a tYsir edYn daxili vY xarici amillYri tYhlil etmYklY hYmin nisbYt gstY-ricisinin dYqiqlY_dirilmYsi hYyata keirilir vY Yn optimal faiz gstYricisi mYyyYn-lY_dirilir. Sonradan planla_d1r1lan dvrdY sat1_1n plan hYcmi ilY mYyyYnlY_dirilmi_ faiz gstYricisi Ysas1nda plan dvrnY irYlilYdilmY bdcYsinin hYcmi hesablan1l1r. MYhsul e_idi geni_ olduqda vY irYlilYdilmY tYdbirlYri bir mYhsul zrY hYyata keirildikdY nisbYt gstYricisindY dYqiqlY_dirmY hYyata keirilir. 0rYlilYdilmY xYrclYrinin sat1_a nisbYti gstYricisi tYsdiq edildikdYn sonra Yn vacib mYsYlY qar_1dan gYlYn ilY sat1_1n hYcmini proqnozla_d1rmaqdan ibarYtdir. Proqnozu hYm sadY sullarla, hYm dY firmadaxili vY xarici amillYri nYzYrY almaqla mrYkkYb sullarla hYyata keirmYk mmkndr. vvYlki sulda olduu kimi bu metodun da bir s1ra stnlklYri vY at1_mazl1qlar1 vard1r. 0lk nvbYdY qeyd etmYk laz1md1r ki, bdcYnin sat1_1n hYcminY nisbYtYn faizlY hesablanmas1 firman1n irYlilYdilmY xYrclYrinY gcnn ataca1na vY laz1m gYldikdY bu xYrclYrin dYyi_dirilmYsinin mmkn olmas1na Ysas verir. Bu metod eyni zamanda firma rYhbYrliyinY mYhsulun qiymYti, mYhsul vahidinY d_Yn mYnfYYtin mYblYi vY irYlilYdilmY xYrclYri aras1ndak1 qar_1l1ql1 YlaqYni nYzYrY almaa, reklam zrY rYqabYt sabitliyini qoruyub saxlamaa imkan verir. Bununla belY qeyd etmYk laz1md1r ki, qYbul edilYn optimal faiz gstYricisi tYqribi qaydada hesablan1l1r. Bundan ba_qa, irYlilYdilmY bdcYsinin illYr zrY sat1_ gstYricisinin dYyi_mYsindYn as1l1l11 perspektiv planla_maya mane olur, bir ox amillYrin tYsirini nYzYrY almaa imkan vermir. Bu metodun tYtbiqi hYminin, perspektiv planla_d1rman1n tYkmillY_dirilmYsinY dY mane olur, bazar _YraitindYn as1l1 olaraq qYfildYn yaranan vY ya dYyi_Yn reklam strategiyas1n1n realla_d1r1l-mas1na YlavY xYrclYr YkilmYsini nYzYrdY tutmur. Firman1n qar_1ya qoyduu mYqsYd vY vYzifYlYrdYn as1l1 olaraq hesablama metodu. Bu metod Ysas1nda bdcYnin hesablanmas1 firman1n irYlilYdilmY zrY qar_1ya qoyduu mYqsYdlYrY uyun olaraq hYyata keirilir. Bu zaman mYssisY ilk nvbYdY marketinq kompleksindY, o cmlYdYn irYlilYdilmY fYaliyyYtinin hYyata keirilmYsindY qar_1ya qoyulan mYqsYdlYri mYyyYnlY_dirir. MYqsYdlYrY uyun olaraq irYlilYdilmY tYdbirlYri mYyyYnlY_dirilir vY mvafiq mYsrYflYr hesablan1l1r. Bu suldan istifadY edilmYklY irYlilYdilmY bdcYsinin hesablanmas1 olduqca mrYkkYb vY Ytin bir prosesdir. MYqsYdlYr mYyyYn edildikdYn sonra Ysas vYzifYlYr mYyyYnlY_dirilir. Qar_1ya qoyulan mYqsYdY atmaa imkan verYn irYlilYdilmY strategiyas1 vY taktikas1 mYyyYnlY_dirilir. Bundan sonra irYlilYdilmY tYdbirlYrinin proqram1 tYrtib edilir vY onun optimal hesab edilYn tYqribi dYyYri mYyyYnlY_dirilir. MYhz bu irYlilYdilmY bdcYsinin mYyyYn edilmYsinin Ysas1n1 tY_kil edir. Bu sul mYyyYn edilmi_ irYlilYdilmY bdcYsinY dvr surYtdY yenidYn bax1lmas1n1 vY laz1m gYldikdY ona dYyi_ikliklYr edilmYsini nYzYrdY tutur. RYqiblYrY Ysaslanan hesablama metodu. Bu metoddan istifadY edYn firmalar rYqiblYrin irYlilYdilmY xYrclYri Ysas1nda z irYlilYdilmY bdcYlYrini mYyyYnlY_-dirirlYr. Bu zaman rYqiblYrin irYlilYdilmY xYrclYri, mYhsul sat1_1n1n hYcmi, xYrclYrin sat1_a nisbYt faizi, bazar pay1 gstYricilYri tYhlil edilir vY onlar1n Ysas1nda mYssisY z irYlilYdilmY xYrclYri barYdY qYrar qYbul edir. Eyni zamanda qeyd etmYk laz1md1r ki, bazar pay1 ox, irYlilYdilmY xYrclYri isY eyni olan mYssisY bazarda daha stn vY sYmYrYli vYziyyYtdY olan mYssisY hesab olunur. Bu metodun Ysas at1_mamaz-l11 ondan ibarYtdir ki, bazarda rYqib mvqeyY malik olan firmalar1n mYhsul sat1_1, bazar pay1, imkanlar1, mvqelYri, mYqsYdlYri bir birindYn ciddi surYtdY fYrqlYnir vY bu fYrqlYr hYmin metodun tYtbiqi zaman1 demYk olar ki, nYzYrY al1nm1r. NYzYrY almaq laz1md1r ki, qeyd olunan metodlar Ysas1nda YmtYYnin irYlilY-dilmYsinin mumi bdcYsinin hesablanmas1 nisbi xarakter da_1y1r, olduqca Ytin vY mrYkkYb bir mYsYlYdir. Firmalar1n rYhbYrlYri he bir zaman dYqiq mYyyYnlY_dirY bilmirlYr ki, YmtYYnin irYlilYdilmYsinin mumi bdcYsinin optimal hYcmi nY qYdYr olmal1d1r. SahYnin vY mYhsulun xarakterindYn as1l1 olaraq stimulla_d1rma xYrclYrinin sYviyyYsi mxtYlif olur. mtYYnin irYlilYdilmYsi zrY mumi bdcY hesabland1qdan sonra firma hYmin vYsaitin ayr1-ayr1 stimulla_d1rma tYdbirlYri zrY bl_drlmYsini hYyata keirir. Bunun n isY YmtYYnin irYlilYdilmYsinin proqram1n1 i_lYyib haz1rlamaq laz1m gYlir. Eyni bir sahYdY fYaliyyYt gstYrYn firmalar YmtYYnin irYlilYdilmYsinin kompleks proqram1n1 mxtYlif cr haz1rlay1rlar. BYzi firmalar vYsaitlYrin YksYr hissYsini reklama xYrclYdiklYri halda, digYrlYri _Yxsi sat1_a vY birba_a marketinqY daha ox stnlk verirlYr. mtYYnin irYlilYdilmYsi zrY stimulla_d1rma vasitYlYri (reklam, sat1_1n stimulla_d1r1lmas1, _Yxsi sat1_, ictimaiyyYtlY YlaqY, birba_a marketinq) proqramda ox diqqYtlY, d_nlm_ _YkildY, ard1c1ll1qla Yks olunurlar. Bu vasitYlYrin hYr biri zrY hYyata keirilmYsi nYzYrdY tutulan tYdbirlYr dY ard1c1ll1qla proqramda qeyd olunur, onlar1n hYyata keirilmYsi vaxt1, mddYti vY dvr, icra1lar1 mYyyYn-lY_dirilir, xYrclYri hesablan1r. Bu tYdbirlYr bYzYn vaxt bax1m1ndan st-stY d_r, bYzYn isY biri digYrini tamamlay1r. Ona grY dY mumi proqram tYrtib olunarkYn orada nYzYrdY tutulan mxtYlif istiqamYtli tYdbirlYr bir-biri ilY YlaqYlYndirilir vY uzla_d1r1l1r. Firmalar daima YmtYYnin irYlilYdilmYsi zrY haz1rlad1qlar1 proqramlar1 tYkmillY_dirmYyY, bir stimulla_d1rma vasitYsini digYrilY YvYz etmYyY al1_1rlar. Stimulla_d1rman1n effektivliyini yksYltmYyin yollar1n1 vY sullar1n1 axtar1rlar. Bu vY ya digYr stimulla_d1rma vasitYlYrinin seilmYsinY oxlu sayda amillYr tYsir gstYrdiyindYn, onlar YmtYYnin irYlilYdilmYsinin kompleks proqram1n1n i_lYnib haz1rlanmas1nda nYzYrY al1n1rlar. F. Kottler bu cr amillYri drd mxtYlif qrupa blr: 1. Bazar1n vY ya mYhsulun tipi. 2. mtYYnin irYli itYlYnmYsi strategiyas1 vY yaxud al1c1lar1n mYhsula cYlb edilmYsi strategiyas1. 3. Al1c1lar1n haz1rl1q dYrYcYsi. 4. MYhsulun hYyat dvran1n1n mYrhYlYlYri. Bazar1n vY ya mYhsulun tipi. Bazar1n vY ya mYhsulun xarakterindYn as1l1 olaraq mxtYlif stimulla_d1rma vasitYlYrinin effektivliyi dY dYyi_ir vY mYhz buna grY, firmalar mxtYlif xarakterli mYhsullar zrY bu vY ya digYr stimulla_d1rma vasitYlYrinY daha ox stnlk verirlYr. Bunu 1.6 sayl1 _YkildYn daha ayd1n grmYk olar: 0stehlak mallar1 0stehsal tYyinatl1 mallar  SHAPE \* MERGEFORMAT  ^Ykil 1. 6 0stehlak mallar1 vY istehsal tYyinatl1 mYhsullar bazar1nda stimulla_d1rma vasitYlYrinin nisbi effektliyi. ^YkildYn grndy kimi istehlak mallar1n1n stimulla_d1r1lmas1n1 hYyata keirYn firmalar reklama daha ox stnlk verirlYr, nYinki sat1_1n hYvYslYn-dirilmYsinY vY _Yxsi sat1_a. KtlYvi istehlak mallar1n1n xsusiyyYtlYrindYn, onlar1n istehlak1lar1n1n say1n1n oxluundan as1l1 olaraq bu bazarlarda reklam daha byk rol oynay1r vY gcl tYsirY malik olur. 0stehsal tYyinatl1 mYhsullar istehsal edYn firmalar isY stimulla_d1rma vasitYlYrindYn _Yxsi sat1_a daha ox stnlk verirlYr, daha sonra birba_a marketinqY, ondan sonra reklama vY sat1_1n hYvYslYndiril-mYsinY vY nYhayYt ictimaiyyYtlY YlaqYyY vYsait xYrclYyirlYr. ^Yxsi sat1_ az sayda al1c1lar1 olan bahal1 mallar1n sat1_1nda daha sYmYrYli hesab olunur. mtYYnin irYli itYlYnmYsi strategiyas1 vY yaxud al1c1lar1n YmtYYyY cYlb edilmYsi strategiyas1. Firmalar iki mxtYlif strategiyadan istifadY etmYklY mYhsul-lar1n1n sat1_1n1 vY onun stimulla_d1r1lmas1n1 hYyata keirirlYr. Bu strategiyalar1n hYr hans1 birinin seilmYsindYn as1l1 olaraq firmalar kommunikasiya tYdbirlYrinin seilmYsi vY tYtbiq edilmYsi haqq1nda mxtYlif qYrarlar qYbul edirlYr. mtYYnin irYli itYlYnmYsi strategiyas1. Bu halda sat1_1n hYvYslYndirilmYsi tYdbirlYrindYn istifadY etmYklY istehsal1lar mYhsullar1n1 topdan tacirlYrY, onlar isY pYrakYndY tacirlYrY, pYrakYndY tacirlYr isY istehsal1lara satmaa al1_1rlar. Bu strategiyan1n tYtbiqi zaman1 firmalar reklama vY digYr kommunikasiya tYdbirlYrinY daha az yer vermYyi mYqsYdYuyun hesab edirlYr. Al1c1lar1n YmtYYyY cYlb edilmYsi strategiyas1. Bu strategiyan1 tYtbiq edYrkYn istehsal1lar reklam tYdbirlYrindYn istifadY etmYklY mYhsullar1na tYlYbat formala_d1rmaa vY bununla da istehlak1lar1 mYhsula cYlb etmYyY sYy gstYrirlYr. Bu halda istehlak1lar mYhsulu pYrakYndY tacirlYrdYn, pYrakYndY tacirlYr topdan tacirlYrdYn, onlar isY istehsal1lardan almaa al1_1rlar. Firmalar al1c1lar1 YmtYYyY cYlb etmYk mYqsYdilY mxtYlif xarakterli geni_ reklam tYdbirlYrini hYyata keirir-lYr. Al1c1lar1n haz1rl1q sYviyyYsi, mal al1_1na haz1r olmalar1 onlar1n mYlumatl1l1q sYviyyYsindYn ox as1l1d1r. MYlumatl1l1q sYviyyYsinin vY mYhsul haqq1nda biliyin art1r1lmas1nda isY reklam vY ictimaiyyYtlY YlaqYnin tYsiri olduqca bykdr. Mallara stnlk verilmYsindY vY istehlak1lar1 mal al1_1na inand1rmaqda _Yxsi sat1_ daha byk rol oynay1r. BelYliklY, qeyd etmYk laz1md1r ki, reklam vY ictimaiyyYtlY YlaqY mal al1_1 prosesinin ba_lan1c mYrhYlYsindY, _Yxsi sat1_ vY sat1_1n hYvYslYndirilmYsi zrY tYdbirlYr isY mal al1_1n1n son mYrhYlYsindY daha sYmYrYli hesab olunur. F.Kotlerin qeyd etdiyi kimi, al1_a haz1rl11n mxtYlif mYrhYlYlYrindY YmtYYnin irYlilYdilmYsi vasitYlYrinin oynad1qlar1 rolu vY onlara YkilYn xYrclYrin nisbi effektivliyini 1.7 sayl1 _YkildY nYzYrdYn keirYk ( 5. s 415 ): Al1c1lar1n haz1rl1q mYrhYlYsi ^Ykil 1.7 Al1_a haz1rl11n mxtYlif mYrhYlYlYrindY mYhsullar1n irYlilYdilmYsi vasitYlYrinY YkilYn xYrclYrin effektivliyi. ^YkildYn grndy kimi, al1c1lar1n mal al1_1na haz1r olmalar1n1n mxtYlif mYrhYlYlYrindY irYlilYdilmYnin mxtYlif sullar1 fYrqli rol oynay1rlar vY bu sullara YkilYn xYrclYrin sYviyyYsi dY bir birindYn ciddi surYtdY fYrqlYnir. XYbYrdarl11n formala_mas1 ( mYlumatl1l1q ) dvrndY reklam vY pablisiti mhm rol oynay1r. mtYYnin al1c1 tYrYfindYn qavran1lmas1 mYrhYlYsindY (biliklilik mYrhYlYsi) YsasYn reklam vY _Yxsi sat1_, inand1rma (Yminlik) mYrhYlYsindY _Yxsi sat1_, sazi_ balanmas1 (al1_) mYrhYlYsindY isY sat1_1n stimulla_d1r1lmas1 vY _Yxsi sat1_ daha gcl tYsirY malik olur. MYhsulun hYyat dvran1n1n mYrhYlYlYri. mtYYnin irYlilYdilmYsi zrY stimulla_d1rma tYdbirlYri mYhsulun hYyat dvran1n mYrhYlYlYri ilY s1x YlaqYlidir vY onlardan hYr hans1 birinin seilmYsi mYhsulun hans1 mYrhYlYdY olmas1na uyun olaraq hYyata keirilir. mtYYnin hYyat dvran1n1n mxtYlif mYrhYlYlYrindY irYlilYdilmYnin mYqsYdi, tYdbirlYrin xarakteri vY YkilYn xYrclYrin effektivliyi fYrqli olur. MYhsulun hYyat dvran1n1n bazara 1xar1lma mYrhYlYsindY reklamdan istifadY etmYk daha sYmYrYli hesab olunur. HYyat dvran1n1n inki_af mYrhYlYsindY reklam vY ictimaiyyYtlY YlaqY z gcl tYsirini qoruyub saxlay1r, digYr irYlilYdilmY tYdbirlYrinin hYyata keirilmYsinY isY o qYdYr dY zYrurYt yaranm1r. Yetkinlik mYrhYlYsindY isY sat1_1n hYvYslYndirilmYsi tYdbirlYrindYn istifadY etmYk daha mYqsYdYuyun vY sYmYrYli hesab olunur. Bununla belY, hYmin mYrhYlYdY reklam vY _Yxsi sat1_ z YhYmiyyYtini qoruyub saxlay1r. Bhran mYrhYlYsindY YsasYn sat1_1n stimulla_d1r1lmas1 tYdbirlYrindYn istifadY edilir, reklam vY _Yxsi sat1_ tYdbirlYrindYn isY demYk olar ki, istifadY olunmur. Reklam adYtYn sat1_1n stimulla_-d1r1lmas1 tYdbirlYri haqq1nda mYlumat vermYk mYqsYdilY hYyata keirilir. BelYliklY, qeyd etmYk laz1md1r ki, YmtYYlYrin irYlilYdilmYsinin mumi bdcYsinin vY proqram1n1n i_lYnib haz1rlanmas1 mYssisYnin marketinq fYaliyyYti-nin daha sYmYrYli hYyata keirilmYsindY olduqca mhm rol oynay1r vY firmalar stimulla_d1rman1n kompleks proqram1n1n i_lYnib haz1rlanmas1nda istifadY edilYn metodlar1 vY sullar1 daima tYkmillY_dirmYyY cYhd gstYrirlYr. Marketinqin kommunikasiya sisteminin yarad1lmas1 vY tYtbiqi prosesindY firmalar bir s1ra problemlYrlY qar_1la_1rlar vY mxtYlif strategiyalardan istifadY edirlYr. F.Kotlerin fikrincY firmalar1n YksYriyyYti n problem kommunikasiyalar1n qurulub  qurulmamas1 deyil, hans1 informasiyalar1 kimY, hans1 formada vY tezliklY atd1rmaqd1r. lbYtdY bu problem firmalardan bir s1ra mYsYlYlYri hYll etmYyi tYlYb edir. 0lk nvbYdY mYqsYdli auditoriya mYyyYnlY_dirilmYli, onun hYcminY vY xarakterinY uyun gYlYn kommunikasiya tYdbiri seilmYli, hYmin auditoriyaya atd1r1lacaq informasiyan1n xarakteri, atd1r1lma vaxt1 vY tezliyi mYyyYnlY_-dirilmYlidir. Firmalar1n kommunikasiya sisteminin tYtbiqi prosesindY qar_1la_d11 ciddi problemlYrdYn biri dY kommunikasiyaya nY qYdYr vYsait ayr1lmas1n1 dzgn mYyyYnlY_dirmYkdYn ibarYtdir. Bu problemin mahiyyYtini firmaya kommunika-siya sisteminin zYruri olmas1ndan daha ox mYhsulun xarakterini vY kommunika-siyan1n mYqsYdini nYzYrY almaqla onun mumi bdcYsinin dzgn mYyyYnlY_-dirilmYsi vY mxtYlif kommunikasiya vasitYlYri aras1nda optimal bl_drlmYsi tY_kil edir.     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