ࡱ> #`bjbjmm89PPP8 Q T(8TT(TTTTTT$`hT=TTTTT=TTT`TTTTT p՞5Pzf0(,0TTTTTTT==TTT(TTTTd20O0O MVZU - 13. SIORTA MARKET0NQ0 1. S1ortan1n mahiyyYti, Ysas anlay1_lar1 vY nvlYri 2. AzYrbaycanda s1orta bazar1n1n tY_Ykkl vY inki_af1 problemlYri 3. S1orta sahYsindY marketinqin Ysas prinsiplYri 4. S1orta sahYsindY marketinqin Ysas vYzifYlYri 5. S1orta bazar1nda marketinqin marketinq miksin tYtbiqi xsusiyyYtlYri 1. S1ortan1n mahiyyYti, Ysas anlay1_lar1 vY nvlYri S1>rt0-s1>rt0l1n1n Yml0:1n1n vY Yml0: mYn0f5lYrinin md0fiYsi s0hYsindY mn0sibYtlYrdir. S1>rt0 iqtis0di 0nl0y1_ olm0ql0 y0n0_1, iqtis0di fY0liyyYt s0hYlYrinin vY cYmiyyYtin inki_0f1nd0 mhm r>l >yn0y1r. S1>rt0 ist5hs0l pr>s5sindY b0_ v5rYn m0ddi it:ilYrin YvYzinin dYnilmYsi ilY Yl0qYd0rd1r. Dny0 tYsYrrf0t tYcrbYsi gstYrir :i, Esusi f>ndl0r h5s0b1n0 y0r0d1l0n s1>rt0 YmtYY ist5hs0l1l0r1n1n, vYtYnd0_l0r1n s>si0l tYmin0t1n1n, dvlYt iqtis0di mYn0f5lYrinin s1>rt0 v0sitYsilY md0fiYsini tYmin 5tmY:lY bYr0bYr hYm dY tY:r0r ist5hs0l pr>s5sini f0silYsiz surYtdY tYnzimlYyir. S1>rt0l1-s1>rt01 ilY mq0vilY b0l0y0n (s1>rt0 5tdirYn) vY y0 E5yrinY s1>rt0 mq0vilYsi b0l0n0n (s1>rt0 >lun0n), y0Eud q0nun0 grY s1>rt0l0nm1_ s0y1l0n fizi:i _YEs (fY0liyyYt q0biliyyYti mYhdud >l0n vY y0 fY0liyyYt q0biliyyYti mYh:YmY tYrYfindYn mYhdudl0_d1r1l0n, 5lYcY dY fY0liyyYt q0biliyyYti >lm0y0n _YEslYrdYn b0_q0) vYy0 hquqi _YEsdir; S1>rt01-y0ln1z s1>rt0 vY tY:r0r s1>rt0 fY0liyyYtini gstYrmY: mYqsYdilY y0r0d1lm1_, q0nunv5ricili:lY mYyyYnlY_dirilmi_ q0yd0d0 Esusi r0z1l1q0lm1_ hquqi _YEs >l0n s1>rt0 tY_:il0t1d1r; S1>rt0 ris:i- 5htim0l>lun0n5lY h0disYdir :i, >nun b0_ v5rmYsinY q0r_1 s1>rt0 0p0r1l1r. S1>rt0 ris:i s0y1l0n h0disYnin tYs0df Yl0mYtlYri >lm0l1d1r; S1>rt0 h0disYsi-q0nun0 vY y0s1>rt0 mq0vilYsinY grY s1>rt0 dYni_inin, s1>rt0l1y0 vY y0 nc _YEslYrY dYnilmYsi n Ys0s >l0n h0ld1r; S1>rt0 mYblYi-s1>rt0 h0disYsi b0_v5rdi:dY s1>rt0l1n1n Yml0:1n0vY y0 Yml0: mYn0f5lYrinY dYyYn zYrYrin y5rini d>ldurm0qn pul vY y0 n0tur0 _Y:lindY dYnilYn vYs0itdir; S1>rt0 h0qq1-s1>rt0 mq0vilYsinY vY y0 bu q0nun0 uyun >l0r0q s1>rt0l1n1n s1>rt01y0 v5rmYli >lduu pul mYblYidir; S1>rt0 t0rifi-s1>rt0 h0qq1n1n h5s0bl0nm0s1 n 0k tu0ri h5s0bl0m0l0r1n0Ys0sYn mYyyYn 5dilir; S1>rt0 mq0vilYsi-s1>rt0l1 ilY s1>rt01 0r0s1nd0s0zi_dir. Bu mq0vilYyY grY s1>rt01 s1>rt0 h0disYsi z0m0n1 s1>rt0l1y0 s1>rt0 dYni_i v5rmYyi, s1>rt0l1 isY mYyyYnlY_dirilmi_ mddYtlYrdY s1>rt0 h0qq1n1 dYmYyi hdYsinY gtrr; mumi s1>rt0d0E1l1-y:sY: s1>rt0 ris:lYrinin s1>rt0l0nm0s1nd0 z dYmY q0biliyyYtinin tYmin >lunm0s1vY s1>rt0l1l0r1n Yml0: mYn0f5lYrinin md0fiYsinY zYm0nYt v5rilmYsi n s1>rt01l0r1n z 0r0l0r1nd0 b0l0d1ql0r1 s0zi_ Ys0s1nd0 q0r_1l1ql1 s1>rt0 fY0liyyYtinin tY_:ili f>rm0s1d1r. TYlYb0t1n vY tY:liflYrin in:i_0f1 b0z0r iqtis0diyy0t1n1n q0nunudur. S1>rt0 b0z0r1 s1>rt0 mh0fizYsindY ictim0i tYlYb0t1n dYnilmYsi pr>s5sindY s1>rt0 tYmin0t1 z0m0n1 >rt0y0 1E0n iqtis0di mn0sibYtlYr sist5midir. S1>rt0 b0z0r1 Yml0: b0E1m1nd0n 0yr1c0 s1>rt0 f>ndunu gclYndirYn mstYqil tY_:il0tl0r :imi1E1_ 5dYn >Es0yl1 s1>rt01 :tlYsinin mvcud >lduu _Yr0itdY m5yd0n0 gYlir. S1>rt0 b0z0r1n mhm 0mili - s1>rt0 i_inin :5yfiyyYtli in:i_0f1, s1>rt0y0 iqtis0di cYhYtdYn Ys0sl0nd1r1lm1_ ictim0i EYrclYrin mYyyYn 5dilmYsi n s1>r- t01l0r 0r0s1nd0:1 rYq0bYt mb0rizYsidir. %III Ysrin YvvYlYrindY lm0niy0n1n Bru::5 _YhYrindY Yml0:1 s1>rt0 5dYn S1>rt0 p0l0t0s1 y0r0d1lm1_d1r. %VII Ysrin >rt0l0r1nd0 isY IngiltYrYnin L>nd>n _YhYrindY by: y0n1nd0n s>nr0 bur0d0d0 s1>rt0 i_inin 0p0r1lm0s1n0 b0_l0nd1.%VIIIYsri n>rt0l0r1nd0n 0rt1q btn vr>p0d0 s1>rt0 _ir:YtlYrinin s0y1 0rtm00 b0_l0d1. zYrb0yc0nd0 s1>rt0 i_i :0pit0list ist5hs0l mn0sibYtlYrinin in:i_0f1, n5ft sYn0y5sinin m5yd0n0 gYlmYsi vY s0hib:0rl11n fY0ll0_m0s1 ilY s1E Yl0qYd0rd1r. %I% Ysrin 0E1rl0r1nd0 zYrb0yc0n1n n5ft sYn0y5sinY E0rici inv5st>rl0r1n cYlb 5dilmYsi nYticYsindY s1>rt0 i_inin in:i_0f1nd0 tYrYqqi b0_l0n1r, il: n5ft vY gYmiili: _ir:YtlYri m5yd0n0 gYlir.SYn0y5ilYrin q0r_1l1ql1 s1>rt0s1, y0n1nd0n s1>rt0, vYtYnd0_l0r1n _YEsi Yml0:1n1n s1>rt0s 1 g5ni_ y0y1l1r. MYhz bu dvrdY zYrb0yc0nd0 Ys0sYn dYniz gYmilYrinin S1>rt0 5dilmYsi zrY iEtis0sl0_m1_ ingilis _ir:Yti Ll>ydun fili0ll0r1, h0b5lY RusLl>ydun vY lm0niy0d0n >l0n ingilis _ir:Ytinini:i nm0yYndYliyi, Rusiy0 vY Ir0n1n sYrhYd lim0nl0r1n0 qYdYr d0_1n0n y:lYrin s1>rt0s1 ilY mY_ul >l0n R5pm0n vY Rust tic0rYt 5vi ilY tYqdim 5dilYn ^im0li lm0n Ll>ydu, hYminin gYmilYrin vY y:lYrin s1>rt0s1n1 0p0r0n lm0n, Liv0ntiy0 EYtti CYmiyyYti fY0liyyYt gstYrmYyY b0_l0y1rl0r. Bir s1r0 rus _ir:YtlYrinY s1>rt0 bizn5sindY by: y5r v5- rilmi_dir. 1912-ci ilin mYlum0tl0r1n0 grY B0:1d0 30 s1>rt0 cYmiyyYti vY 0g5ntliyi fY0liyyYt gstYrmi_dir. MYhz bu dvrdY ingilis, 0lm0n _ir:YtlYri vY b0_q 0by: _ir:YtlYrin fili0ll0r1, h0b5lY bir s1r0 Rusiy0 s1>rt0 tY_:il0tl0r1 fY0liyyYtY b0_l0m1_d1r. zYrb0yc0nd0 s1>rt0 i_inin il: b0_l0n1c1nd0 gr:Ymli sYn0y5ilYr, Milli burju0ziy0n1n lYy0qYtli nm0yYndYlYri, DvlYtB0n:1 _bYsinin u>t-ssud0 :>mitYsinin zvlYri: H0c1 Z5yn0l0bdin T01y5v, Mus0 N01y5v, lY:bYr D0d0_>v, Must0f0RYsul>vvYb0_q0l0r1dururdul0r. 5mi_ SSRI-nin b0_q0 r5spubli:0l0r1nd0 >lduu :imi, S>v5t h0:imiyyYti illYrindY zYrb0yc0nd0 d0 dvlYt s1>rt0 sist5mi tY_:il5dilmi_dir. R5spubli:0d0 s1>rt0 i_inin in:i_af1nd0 mYyyYn r>l>yn0m1_ vY >nun s>si0l-iqtis0di in:i_0f1n0 tY:0n v5rmi_ zYrb0yc0n SSR DvlYt S1>rt0s1 B0_ Id0rYsi vY SSRI Inq>sstr0E1n1nB0:1 _bYsi fY0liyyYt gstYrirdi. S>v5t h0:imiyyYti qurulduqd0n s>nr0 isY 1922-ciildYn b0_l0y0r0q btn SSRI-dY s1>rt0 dvlYt inhis0r1n0 0l1nd1. 1991-ci ilin 0E1r1n0dY: r5spubli:0d0 s1>rt0 i_i i:i s1>rt0tY_:il0t1n1n  zYrb0yc0n R5spubli:0s1n1n DvlYt S1>rt0 ^ir:Ytinin vY SSRI-nin E0rici dvlYt s1>rt0 tY_:il0t1n1n B0:1 _YhYrindY:i _bYsinin inhis0r1 0lt1nd0idi. nl0r1n fY0liyyYt d0irYsi q0nunv5ricili: tYrYfindYn bl_drlm_dr. Milli s1>rt0 b0z0r1 zYrb0yc0nd0 1992-ci ilin YvvYlindYn f>rm0l0_m00 b0_l0m1_d1r. zYrb0yc0n R5spubli:0s1n1n Milli MYclisi zYrb0yc0n1n t0riEindY il: dYfY >l0r0q 1993-c ildY S1>rt0 h0qq1nd0 zYrb0yc0n R5spubli:0s1 Q0nununu qYbul 5tdi. Bu q0nunun tYlYblYrinin icr0 5dilmYsi n s1>rt0 i_inin in:i_0f1n0 tY:0n v5rYn mEtYlif n>rm0tiv hquqi sYnYdlYr h0z1rl0nm1_d1r :i, bu d0 s1>rt0 EidmYtlYri hYcminin 0rt1r1lm0s1n0, s1>rt0 tY_:il0tl0r1n1n m0liyyY s0bitliyinin mh:YmlYndirilmYsinY tY:0n v5rmi_dir. 5id mYrhYlYdY r5spubli:0d0 Milli B0n:1n y0r0nd11, mstYqil E0rici iqtis0di siy0sYtin y5r 0ld11, milli v0lyut0n1n tYtbiq 5dildiyi bir v0Etd0 s1>rt0 b0z0r1n1n in:i_0f1 d0h0 d0 0:tu0ll0_1r vY y5rli EsusiyyYtlYr nYzYrY 0l1nm0ql0 s1>rt0 i_inin in:i_0f1nd0 :>mm5rsiy0 siy0sYti y5ritmYyY im:0ny0r0n1r. B0z0r mn0sibYtlYrinin y5ni _Yr0itindY s1>rt0n1n tY_:ili prinsiplYrinin ::l _Y:ildY y5nidYn hYy0t0 :5irildiyi, >nun fY0liyyYtindY inhis0r1n 0r0d0n q0ld1r1ld11, s1>rt0 b0z0r1n1n f>rm0l0_d11, Yh0li 0r0s1nd0s1>rt0 EidmYtlYrinin g5ni_lYndiyi vY >nun :5yfiyyYtinin hYrtYrYfli y:sYlmYsi n _Yr0it y0r0nd11, s1>rt0 _ir:YtlYrinin s0bit m0liyyY mYsYlYlYrinin hYll5dildiyi bir v0Etd0 s1>rt0n1n r>lunu vY y5rini gstYrmYyY sYy gstYrilir. S1>rt0 b0z0r1n1n Ys0s istiq0mYti gYlYcY:dY >nun d0h0 d0 in:i_0f 5tdirilmYsi, iqtis0diyy0t1n s0bitliyi vY y:sYli_inin Ys0s 0mili iqtis0di pr>s5slYrin s1>rt0 tYmin0t1, r5spubli:0n1n mumi d0Eili mYhsulund0 s1>rt0n1n p0y1n1n 0rt1r1lm0s1d1r. S1>rt0 b0z0r1n1n in:i_0f1 n ml:iyyYt f>rm0s1nd0n as1l1 >lm0y0r0q mYssisY vY tY_:il0tl0r0, hYminin Yh0liyY gstYrilYn s1>rt0 EidmYtlYrinin hYcminin 0rt1r1lm0s1nd0 btn s1>rt0 tY_:il0tl0r1 n 5yni _Yr0it y0r0d1lm0l1, s1>rt0l1l0r q0r_1s1nd0 hdYli:lYrin y5rinY y5tirilmYsi, s1>rt0l1l0r1n vY s1>rt0 b0z0r1n1n p5_Y:0r i_tir0:1l0r1n1n, h0b5lY dvlYtin hquq vY mYn0f5lYrinin q>runm0s1 tYmin 5dilmYlidir. S1>rt0 b0z0r1n1n y0r0d1lm0s1nd0 Ys0s mYqsYd r5spubli:0d0 s1>rt0 i_inin in:i_0f1 n m0liyyY-iqtis0di, n>rm0tiv-hquqi b0z0 y0r0tm0ql0, iqtis0di s0bitliyin vY milli iqtis0di tYhl:Ysizliyin mhm 0millYrindYn biri :imi s1>rt0n1n r>lunun y:sYldilmYsi, s1>rt0 b0z0r1n1n, s1>rt0 tY_:il0tl0r1n1n mvcud q0nunv5riciliyin tYlYblYrinY YmYl 5dilmYsi zrY fY0liyyYti zYrindY dvlYt nYz0rYti sist5minin gclYndirilmYsinin tYmin 5dilmYsidir. S1>rt0 i_indY mhm mYsYlYlYrdYn biri S1>rt0 d0E1l1n1n y0r0d1lm0s1d1r.S1>rt0d0E1l1-mYyyYn ris:lYrin birgY s1>rt0l0m0s1 n s1>rt0 _ir:YtlYrinin birliyidir.S1>rt0 d0E1l1 Ys0sYn tYhl:Yli, iri vY tYcrbYdY y5ni >l0n ris:lYrin s1>rt0y0 qYbul5dilmYsi z0m0n1 y0r0d1l1r. H0z1rd0 r5spubli:0d0 Yml0:1n s1>rt0l0nm0s1 zrY s1>rt0 d0E1l1 fY0liyyYt gstYrir.GYlYcY:dY s1>rt0n1n digYr nvlYri zrY s1>rt0 d0E1l1n1n y0r0d1lm0s1zrY i_lYr d0v0m 5tdirilYcY:dir. 1999-cu ildY zYrb0yc0n R5spubli:0s1n1n y5ni S1>rt0 h0qq1nd0 Q0nunu qYbul >lunmu_dur :i, bu d0 s1>rta i_inin r5spubli:0d0 dny0 st0nd0rtl0r1n0 uyun in:i_0f 5tdirilmYsi, s1>rt0 mn0sibYtlYrinin tYnzimlYnmYsi vY tY:millY_dirilmYsinin hquqi b0z0s1n1 y0r0tm1_d1r. 2008-ci ildY  S1orta fYaliyyYti haqq1nda Qanunun qYbul edilmYsi lkYmizin s1orta bazar1nda kkl dYyi_ikliklYrin ba_lan1c1n1 nmayi_ etdirirdi. Y11lm1_ s1orta mkafatlar1n1n hYcminin YhYmiyyYtli dYrYcYdY art1m1, s1ortan1n cYmiyyYtdY yay1lmas1, s1orta _irkYtlYrindY korporativ idarYetmY standartlar1n1n yksYlmYsi, btvlkdY, Yhali aras1nda s1orta haqq1nda biliklYrin mhkYmlYndirilmYsinY vY geni_lYnmYsinY sYbYb olmu_dur. 0ndi isY yeni qanunda s1orta ilY bal1 anlay1_lar1 verYk. S1orta - s1ortal1n1n vY ya s1orta olunan1n Ymlak1, hYyat1, salam-l11, mlki mYsuliyyYti, hYminin qanunvericiliklY qadaan olunmayan fYaliy-yYti, o cmlYdYn sahibkarl1q fYaliyyYti ilY YlaqYdar olan Ymlak mYnafelYrinin m-dafiYsi sahYsindY riskin trlmYsinY vY ya bl_drlmYsinY Ysaslanan masibYtlYr sistemi; TYkrars1orta  s1orta1n1n s1orta mqavilYsi zrY s1ortalad11 risklYrin btvlkdY, yaxud bir hissYsinin tYkrars1orta1 ilY balanm1_ mqavilYyY mvafiq olaraq trlmYsi vY ya bl_drlmYsinY Ysaslanan mnasibYtlYr siste mi; S1orta1  bu Qanun Ysas1nda s1orta fYaliyyYtini hYyata keirmYk n mvafiq lisenziyaya malik olan, s1orta mqavilYsindY nYzYrdY tutulan s1orta hadisYsi ba_ verdiyi halda qanunvericiliklY vY ya mqavilY ilY mYyyYn olunmu_ qaydada s1orta dYni_ini vermYk hdYliyi da_1yan s1orta mqavilYsinin tYrYfi olan yerli hquqi _Yxs; S1ortal1 - s1orta haqq1 dYyYn, s1orta obyektinin s1orta etdirilmYsindY s1orta mara1 olan s1orta mqavilYsinin tYrYfi; S1orta olunan  s1orta mqavilYsi Ysas1nda Ymlak mYnafelYri s1ortalanan _Yxs; Faydalanan _Yxs - icbari s1orta qanunvericiliyinY vY ya s1orta mqavilYsinY uyun olaraq s1orta dYni_ini almaq hququ olan _Yxs; TYkrar s1orta1  s1orta vY ya tYkrar s1orta fYaliyyYtinY lisenziyas1 olan ilkin s1orta1 vY ya ilkin tYkrar s1orta1 tYrYfindYn balanm1_ s1orta vY ya tYkrar s1orta mqavilYlYri Ysas1nda s1ortalanm1_ (tYkrar s1ortalanm1_) risklYri tYkrars1ortalayan (tYkrars1ortaya qYbul edYn) tYrYf; TYkrar s1ortal1  s1ortalad11 vY ya tYkrar s1ortalad11 risklYri tYkrar s1orta mqavilYsi Ysas1nda tYkrars1orta etdirYn (tYkrar s1ortaya trYn) s1orta1 vY ya tYkrar s1orta1; S1orta nYzarYti orqan1  s1orta sektorunda dvlYt tYnzimlYmYsi vY nYzarYti funksiyalar1n1 hYyata keirYn mvafiq icra hakimiyyYti orqan1; S1orta mqavilYsi - s1ortal1n1n mvafiq s1orta haqq1 dYmYsi mqabilindY s1orta obyektinin mYruz qala bilYcYyi risklYrlY bal1 itkilYrin, dYyYn zYrYrin YvYzinin vY ya raz1la_d1r1lan pul mYblYinin mYyyYn bir hadisYnin ba_ vermYsi Ysas1nda dYnilmYsinin s1orta1 tYrYfindYn hdYlik kimi gtrlmYsi _YrtlYrinin tYsbit edildiyi raz1la_ma; S1orta _YhadYtnamYsi - s1orta mqavilYsinin balanmas1 fakt1n1 tYsdiq edYn, s1orta1 tYrYfindYn s1ortal1ya vY (vY ya) s1orta olunana verilYn sYnYd; S1orta qaydalar1 - s1orta qanunvericiliyinY uyun olaraq, s1orta-1n1n hYyata keirdiyi knll s1orta nvnn Ysasland11, s1orta1n1n z tYrYfindYn vY ya s1orta qanunvericiliyindY nYzYrdY tutulmu_ digYr qayda-da haz1rlanan, hYmin s1orta nv zrY qayda vY _YrtlYri mYyyYn edYn sYnYd; S1orta obyekti - s1ortal1n1n, yaxud s1orta olunan1n qanunazidd olmayan hYr hans1 Ymlak mYnafeyi; S1orta haqq1  risklYrin qYbul edilmYsi vY ya bl_drlmYsi mqabi-lindY s1orta qanunvericiliyinY uyun olaraq, s1orta mqavilYsindY nYzYrdY tutulan qaydada s1ortal1n1n s1orta1ya dYmYli olduu pul mYblYi; S1orta mYblYi  s1ortalanm1_ risklYr zrY s1orta1n1n hdYliyinin qanunvericilik, yaxud mqavilY ilY mYyyYnlY_dirilmi_ mYblYlY ifadY olunan son hYddi; Qaytar1lan mYblY  hYyat1n y11m s1ortas1 zrY mqavilYyY vaxt1n-dan YvvYl xitam verilYrkYn s1orta1n1n s1ortal1ya dYmYli olduu pul mYb-lYi; S1orta predmeti  s1orta mqavilYsi zrY s1ortalanan Ymlak mYnafe-lYrinin aid olduu fiziki _Yxs, Ymlak vY ya hal; S1orta riski vY ya risk  s1orta obyekti ilY bal1 itkilYrin vY ya zYrYr-lYrin yaranmas1na sYbYb olan hadisYnin ba_ vermYsi vY ya hal1n yaranmas1 ehtimal1, hYminin bu ehtimala qar_1 s1orta1n1n zYrinY gtrdy hdYlik; S1orta hadisYsi  qanunvericiliyY vY ya s1orta mqavilYsinY grY s1orta dYni_inin s1ortal1ya, s1orta olunana vY ya digYr faydalanan _YxslYrY dYnilmYsi n Ysas olan, s1orta mqavilYsinin qvvYdY olduu mddYt YrzindY ba_ verYn hadisY vY ya yaranan hal; S1orta tYlYbi  s1orta hadisYsi ba_ verdikdY s1ortal1n1n, s1orta oluna-n1n vY ya faydalanan _Yxsin s1orta1ya z vYzifYlYrini qanunvericiliyY vY s1-orta mqavilYsinY uyun olaraq icra etmYsi barYdY mraciYti; bu anlay1_ tYkrars1orta mqavilYlYri zrY tYkrars1ortal1n1n tYkrars1orta1ya etdiyi mvafiq mraciYtinY mnasibYtdY  tYkrars1orta tYlYbi kimi i_lYdilir; S1orta dYni_i  s1orta hadisYsi ba_ verdikdY, qanunvericiliyY, hYmi-nin s1orta mqavilYsinY uyun olaraq s1orta1 tYrYfindYn dYnilYn maliyyY kom-pensasiyas1; ^Yxsi tutum s1orta vY ya tYkrars1orta mqavilYsinY YsasYn s1orta riskinin s1orta1n1n (tYkrars1ortal1n1n) hdYliyindY qalan hissYsi; ^Yrikli s1orta  s1orta mqavilYsi ilY mYyyYn edilmi_ s1orta risklYrinin birgY s1ortalanmas1 vY s1orta dYni_i zrY hdYliklYrin bl_drlmYsi barYdY bir neY s1orta1n1n z aralar1nda balad1qlar1 mqavilYdYn yaranan hquqi vY iqtisadi mnasibYtlYr mexanizmi; HYyat1n y11m s1ortas1  s1ortal1n1n mntYzYm _YkildY dYdiyi s1orta haqlar1n1n s1orta1da mddYtli y11m vYsaitlYri kimi toplan1lmas1n1 nYzYrdY tutan hYyat s1ortas1n1n apar1lmas1n1n formas1; Aktuari qanunvericiliyY uyun olaraq iqtisadi-riyazi hesablamalar apar-maqla s1orta haqlar1n1n hesablanmas1n1n Ysaslar1n1 mYyyYn edYn, hYminin s1orta ehtiyatlar1n1 hesablayan mtYxYssis; Lisenziya  s1orta1ya s1orta fYaliyyYtini, tYkrars1orta1ya tYkrar s1orta fYaliyyYtini, s1orta brokerinY s1orta brokeri fYaliyyYtini, s1orta agen-tinY s1orta agenti fYaliyyYtini hYyata keirmYyY icazY verYn rYsmi sYnYd. S1orta xidmYtlYri mYcburi vY knll gstYrilY bilYr. MYcburi s1orta qanunvericilik Ysas1nda hYyata keirilir. AzYrbaycan Respublikas1nda mYcburi s1ortaya misal olaraq, sosial s1ortan1 gstYrmYk olar. MYcburi s1ortan1n bir s1ra prinsiplYri var: - s1orta olunanlar tYrYfindYn s1orta dYni_lYrinin dYnmYsinin mYcburiliyi qanunla tYsbit olunur; - qanunda gstYrilYn obyektlYrin mYcburi s1orta ilY btvlklY aid olunmamas1; - s1ortalanm1_ obyektlYrin istifadY olunduu btn mddYt YrzindY s1ortas1 qvvYdYdir. Knll s1orta knlllk Ysas1nda vY qanunvericilik Ysas1nda hYyata keirilir. Knll s1orta obyektlYrin bir qismini YhatY edir vY burada mYyyYn zaman mYhdudiyyYtlYri var. S1ortan1 5 sahYyY blmYk olar ki, bu da onu nvlYr zrY tYsniflY_dirir. S1ortan1n a_a1dak1 nvlYri var: 1. ^Yxsi s1orta 2. mlak s1ortas1 3. Sosial s1orta 4. Sahibkarl1q risklYrinin s1ortas1 5. MYsuliyyYt s1ortas1 ^Yxsi s1orta, s1orta i_inin Yn mhm sahYlYrindYn biri olub, dvlYt sosial s1ortas1na YlavYdir. ^Yxsi s1orta iki mhm yar1msahYyY ayr1l1r: hYyat s1ortas1 vY bYdbYxt hadisYlYrY qar_1 s1orta. ^Yxsi s1ortada vYtYnda_lar z s1orta haqqlar1 hesab1na s1orta fondlar1n1n yarad1lmas1nda i_tirak edirlYr. ^Yxsi s1ortan1n obyekti kimi vYtYnda_lar1n salaml11, hYyat1 vY i_ qabiliyyYtlYri 1x1_ edir. HYyat s1orts1n1n demYk olar ki, btn nvlYri y11m xarakterli olub, vYtYnda_lar1n maddi vYziyyYtlYrinin yax_1la_d1r1lmas1na xidmYt edir. BYdbYxt hadisYlYrY qar_1 s1orta, riskli s1orta tipinY aid edilib vYtYnda_lar1n ayr1-ayr1 tYsadf hallarda qorunmas1n1 nYzYrdY tutur. ^Yxsi s1ortada tariflYr, s1orta mYblYindYn dz mtYnasib olaraq mYyyYn edilir. Bazar iqtisadiyyat1 _YraitindY mYsuliyyYt s1ortas1 lkYmiz n yeni s1orta sahYsi olub, mxtYlif fYaliyyYt nYticYsindY nc _YxslYrY vurula bilYcYk zYrYr mYsuliyyYti bir s1orta obyekti kimi 1x1_ edir. mlak vY _Yxsi s1ortadan fYrqli olaraq mYsuliyyYt s1ortas1n1n Ysas mYqsYdi nc _YxslYrin iqtisadi maraqlar1n1n s1orta mdafiYsinin tY_kil edilmYsindYn ibarYtdir. GstYrilYn s1orta sahYsinin xarakterik xsusiyyYti odur ki, burada s1orta1 vY s1orta olunanlarla yana_1 YvvYldYn mYlum olmayan fiziki vY hquqi _YxslYr dY nc _Yxs sifYtindYn s1orta mnasibtYlirin subyektinY evrilir. S1orta bazar1nda mYsuliyyYt s1ortas1n1n mxtYlif nvlYri: mYssisYlYrin vY ya sahibkarl11n z fYhlYlYri qar_1s1nda mYsuliyyYtinin s1ortas1, _Yxsi mYsuliyyYt s1ortas1, da_1nmaz Ymlaka grY mYsuliyyYt s1ortas1, geni_ xalq istehlak1 mallar1 istehsal etmYk zrY mYsuliyyYt s1ortas1, pe_Y mYsuliyYti s1ortas1 vY s. aid edilir. MYsuliyyYt s1ortas1 _YraitindY Yn nYmli yerlYrdYn birini nYqliyyat vasitYlYri sahiblYrinin vYtYnda_l1q mYsuliyyYti tutur. Sahibkarl1q risklYrinin s1ortalanmas1n1n bazara keid _YraitindY xsusi aktuall11 qeyd olunmal1d1r. S1ortan1n zYruruliyi tYkrtar istehsal prosesinin mhm _YrtlYrindYn olan fasilYsizliyin tYmin olunmas1 zYruriliyindYn irYli gYlir. 0stehsal1n ahYnginin tYbiYt vY digYr poqnozla_d1r1lmayan zYrYrli hadisYlYrin tYsirindYn pozulmas1 ehtimal1 hYmi_Y var. Bu isY s1ortan1n istehsal1n zYruri elementlYrindYn birinY evirir. 0stehsal mnasibYtlYrindY s1orta a_a1dak1 vYzifYlYri yerinY yetirir: 1. TYsYrrfat subyektinY dYymi_ zYrYrin aradan qald1r1lmas1 vY istehsal1n ahYnginin tYmin olunmas1; 2. Sosial tYminat1n tYmin olunmas1; S1orta dYni_lYrinin yaln1z bir tYyinat1 vard1r. O da mYyyYn YrazidY mYyyYn vaxtda ba_ verYn slorta hadisYsinin zYrYrli nYticYlYrinin aradan qald1r1lmas1d1r. S1orta i_trak1kar aras1nda qapal1, yenidYnblg mnasibYtlYrinin xsusi mYcmusu olub, s1orta haqlar1 hesab1na mYqsYdli fondlar1n yarad1lmas1n1 vY s1orta zYrYrinin YvYzinin dYnilmYsidir. S1orta fondlar1 bir neY sulla yarad1l1r. Bu sullar mYrkYzlY_dirilmi_ vY qeyri-mYrkYzlY_dirilmi_ sullard1r. MYrkYzlY_dirilmi_ sul - qanunvericiliyY uyun olaraq, lkYnin milli gYlirinin vY milli sYrvYtindYn ay1rmalar hesab1na s1orta fondlar1n1n yarad1lmas1d1r. MYhz bu sulla dvlYt bdcYsinin ehtiyat fondu, lkYnin valyuta ehtiyat1 vY dvlYtin q1z1l ehtiyat1 formala_1r. Qeyri-mYrkYzlY_dirilmi_ sulla - mYqsYdli fornlar maddi istehsal sferas1nda fYaliyyYt gstYrYrYk mYssisYlYrdY yarad1l1r. S1orta mhafizYsi obyektlYri bunlard1r: 1. Material dYyYri. 2. 0nsan hYyat1, salaml11. S1orta bu funksiyalar1 yerinY yetirir: 1. Risk funksiyas1. 2. XYbYrdarl1q funksiyas1. 3. manYt funksiyas1. 4. NYzarYt funksiyas1. Risk funksiyas1 - s1ortan1n Ysas funksiyas1 olub, yenindYnblg mnasibYtlYrini tYmin edir. ZYrYrli hadisYlYrin ba_ vermYsinin yksYk ehtimal1, s1orta i_tirak1lar1 aras1nda dYyYrin pul formas1nda yenidYn blgsn nYzYrdY tutur. XYbYrdarl1q funksiyas1 - mYnfi hadisYlYrin nYticYsindY zYrYr YkmYmYk n YvvYlcYdYn tYdbirlYr grlmYsindY vY bu tYdbirlYrin maliyyYlY_dirilmYsindY istifadY olunur. 0tkilYrin zYrYrsizlY_dirilmYsindY xidmYt etmYklY xYbYrdarl1q funksiyas1 s1orta riskini azald1r. S1orta mnasibYtlYrinin YmanYt xarakteri da_1mas1 vY onun YmanYt funksiyas1 s1orta ay1rmalar1 hesab1na s1orta fonduna klli miqdada pul vYsaitinin toplanmas1 ilY YlaqYdard1r. Bu isY maliyyY siyasYti bax1m1ndan YhYmiyyYtlidir. Yuxar1da sadalad11m funksiyalar nYzarYt funksiyas1n1 zYruri edir. S1orta fonduna vYsaitlYrin toplanmas1na vY istifadYsinY nYzarYt s1ortan1n funksiyas1 kimi 1x1_ edir. 2. AzYrbaycanda s1orta bazar1n1n tY_YkklvY inki_af1 problemlYri S1>rta bazar1, s1>rta tYlYbi vY bu tYlYbi realla_d1ran tYkliflY tYnzimlYnir. S1>rta bazar1nda Ymlak1n dYyYri, >nun s1>rtaya cYlb edilmYsi intensivliyini vY s1>rta haqq1n1n miqdar1 r>l >ynay1r. S1>rta bazar1nda rYqabYt qabiliyyYtli EidmYt, tYminat vY s1>rta fYaliyyYtinin sYmYrYli tY_kili ilY mmkn >lur. na grY dY s1>rta sistemi f>rmala_1r. S1>rta bazar1nda >byektlYr, fiziki vY hquqi _YEslYr vY >nlar1n mnasibYt sistemi f>rmala_1r, tYkmillY_ir. S1>rta bazar1na daEil >lmaq mYyyYn nizamnamY kapital1, tYminat sistemi vY s1>rta haqq1n1n s1>rta >lunan Ymlak vY hdYliyin qiymYti ilY llr. HYyat fYaliyyYtinin s1>rtalanmas1 insan1n salaml11na dYyYn ziyan1 dYmYk n f>rmala_1r. S1>rta haqq1 _YEsin (s1>rtal1n1n) YmYkhaqq1 yaEud gYlirlYri hesab1na dYnilir. Sal11n p>zulmas1 dYrYcYsinY uyun >laraq s1>rta dYnilmYsinin faizi mYyyYnlY_ir. BelY ki, Ylillik sYviyyYsinin dYrYcYsinY grY al1nan haqq1n miqdar1 mYyyYnlY_ir. mlak s1>rtas1 fiziki vY hquqi _YEsin Ymlak1na dYyYn ziyan1 dYmYk n hquqi _YEs kimi fYaliyyYti gstYrYn s1>rta1 ilY balan1r. Bu mYqsYdlY dYyYn ziyan1n lsnY grY al1nan vYsaitin miqdar1 mYyyYnlY_ir. S1>rta tY_kilatlar1 dvlYt vY zYl s1>rta blnr. DvlYt s1>rta tY_kilatlar1 daha >E dvlYt mYssisYlYrindY i_lYyYnlYrin hYyat s1>rtas1 vY fiziki _YEslYrin pulu vY dYmY _Yrti ilY s1>rtalanma fYaliyyYtini tY_kil edir. S1>rta mYcburi vY knll >laraq iki Ysas istiqamYtdY geni_lYnir. TYbii ki, mYcburi s1>rta Yhalinin ya_ay1_ sYviyyYsindYn as1l1 >laraq btn qanunlara tYtbiq etmYk mmkn >lunur. Knll s1>rta sistemi Yhalinin s1>rta mYdYniyyYti vY hYyat sYviyyYsinin dYyi_mYsi ilY geni_lYnir. MYcburi s1>rta az tYminatl1 ailYlYr n dvlYt bdcYsi hesab1na dYnilY bilir. na grY dY mYcburi vY knll s1>rta aras1nda nisbYtlYrin dYyi_mYsinY dvlYtin mYrkYzlY_dirilmi_ f>ndlar1 vY yerli bdcYlYr hesab1na dYnilmYsi ba_ verir. Avr>pa lkYlYrindY daha >E tibbi s1>rta inki_af edib. Bu s1>rta nvnn tYtbiqi mYcburi Earakter da_1ya bilYr. Amma tibbi s1>rta haqqlar1 mYssisY vY bdcY hesab1na dYnilsY >nun mYcburi f>rmas1na btn Yhali n tYtbiq >luna bilYr. Bu zaman dvlYt bdcYsindYn pensiya1lar vY az tYmintal1 ailYlYrin s1>rta haqqlar1 bdcY EYrclYri hesab1na dYnilir vY bu EYrclYrY mYyyYn pr>qram Ysas1nda tYrtib >lunmu_ pulsuz tibbi EidmYt edilir. gYr bu EidmYtdYn mrYkkYb EdmYtlYr almaq istYyirsYnsY >nda pullu EidmYt f>rmas1 tYtbiq >lunur. S1>rta sistemi fYaliyyYt dairYsi >lmaqla idarYetmY >byekti kimi qYbul edilir. Bu sistemin idarYetdilmYsi s1>rta bazar1nda amillYri yrYnmYk, >nun tY_kilinin met>diki yaratmaq vY maliyyY aspektlYrini yaratmaqvY maliyyY a_karl11 mhitini yaratmaq vYzifYlYri dayan1r. S1>rta tYlYbi s1>rta p>tensial1n1 qiymYtlYndirmYklY >nun dvriyyYyY cYlb >lunmas1 n sYmYrYli meEanizmlYr yaratmaq sullar1 dayan1r. S1>rta mYqsYdlYr sistemi ilY qar_1l1ql1 YlaqYdY vY s1>rta fYaliyyYtindYn gYlYn gYlirlYrin blgs vY yenidYn blgs mYrhYlYlYrini yaratmaqla tYrtib >lunur. S1>rta sisteminin met>diki cYhYtlYri bu sferada pr>qn>zlar1n verilmYsi, Yhalinin s>sial-dem>qrafik vY iqtisadi vYziyyYti ilY s1>rta mYblYinin hesablanmas1 vY >nun blgs sEemindY Ysasl1 meyarlar vY gstYricilYr tYtbiq etmYk vYzifYsi durur. S1>rta sisteminin maliyyY a_karl11, gYlirlYrin vY EYrclYrin hesabat1 >nlar1n vergiyY cYlb >lunmas1 vY hYminin istifadYsi istiqamYtlYrinin tYhlili vY >nun zYrindY maliyyY nYzarYti vY audit y>Elamalar1 ilY ba_ verir. S1>rta fYaliyyYti dvlYt, qeyri-dvlYt mlkiyyYtindY >lmaqla Earici _irkYtlYr dY daEil >lmaqla hquqi _YEs kimi dvlYt qeydiyyat1ndan keir. S1>rta fYaliyyYti sahibkarl1q fYaliyyYti kimi znn nizamnamY kapital1n1n, >nun f>rmala_ma mYnbYlYrini vY il YrzindY maliyyY dvriyyYsinin hYcmini planla_d1r1r. RYqabYt mhiti s1>rta tY_kilatlar1n1n dayan1ql1 vY davaml1 inki_af1 n perspektiv layihYlYr tYrtib edir. S1>rta fYaliyyYti rYqabYt mhiti _YraitindY znn biznes plan1n1 vY davaml1 inki_af n kapital1n1, hYminin m_tYrilYri daha >E maraqland1ran s1>rta haqlar1n1n verilmYsini hdYilik kimi qYbul edir. S1>rta fYaliyyYtinin tY_kili sYmYrYsi, >nun sYnYdlYrinin tYrtibi vY daha >E Yhalinin maariflY_mYsi y>llar1 da daEildir. Bu isY dnya tYcrbYsi vY Avr>pa lkYlYrinin s1>rta _irkYtlYrinin sullar1ndan istifadY etmYklY tYkmillY_ir. S1>rtan1n maliyyY Ysas1 maliyyY sistemi ilY dY mYyyYnlY_ir. 0lkin kapital1n yarad1lmas1nda kredit resurslar1 Esusi vYsaitlYri vY dvlYt bdcYsi >la bilYr. S1>rta mYblYinin dvlYt bdcYsi gYlirlYri vY EYrclYri, hYminin mumi daEili mYhsula >lan nisbYti planla_ma n vY tYnzimlYmY mYqsYdi ilY istifadY >lunur. S1>rta fYaliyyYti k>mmersiya mYqsYdi gdmYklY s1>rta1lar1n mara1na vY >nlar1n maddi ziyan1n1, salaml11n1n bYrpas1n1 tYmin etmYk ehtimallar1 vY pr>qn>zlar1 zYrindY qurulur. NYzYri baE1mdan s1>rta p>tensial1 kimi Yhali vY >nlar1n mEtYlif tYyinatl1 da_1nmaz Ymlak1 vY yaEud fYrdi istifadYdY >lan hYrYkYtli Y_yalar1 >la bilYr. Amma bu p>tensial1n s1>rta dvriyyYyY cYlb edilmYsi s1>rta >lanlar1n vY s1>rta >byekti >lan p>tensial1n cari vY perspektiv nisbYtindYn Eeyli as1l1d1r. gYr s1>rta p>tensial1n1n dYyYrini cari qiymYtlYrlY myyYnlY_dirib >nun s>nrak1 dinamikas1n1 vY s1>rtaya cYlb edilmY dYrYcYsini bilsYk, >nda s1>rta mYblYini bir parametrli m>del kimi tYsvir etmYk >lar: S(t) = Ws(t) E(t) Burada, Ws(t)  s1>rta >lunan Ymlak, gYlir vY Yhalinin qiymYtlYndirilmi_ mYblYi; E(t)  s1>rta haqq1n1n perspektiv faizi; S(t)  t ilindY s1>rtaya cYlb >lunan dvriyyY vYsaiti. S1>rtalamaq n s>sial ynl pr>qramlar >laraq k>mpleks sYhiyyY vY EidmYt sferas1n1 >nun tY_kili institutlar1n1n yarad1lmas1, >nlar1n met>diki meEanizmlYri vY hYminin hquqi statuslar1n1n tYkmillY_mYsi r>l >ynay1r. S1>rta p>tensial1n1n qiymYtlYndirilmYsi bazar qiymYtlYrinY uyun >laraq Esusi qiymYtlYndiricilYr yaEud raz1la_an tYrYflYr aras1nda mYyyYnlY_ir, mvafiq icra >rqanlar1 >lan dvlYt vY ya zYl s1>rta _irkYtlYri tYrYfindYn icra >lunur. HYr bir s1>rta nvnn znn prinsiplYri vY tYnzimlYmY met>dlar1, uyun meEanizmlYri >lmaqla real iqtisadi sistemin tYrkib hissYsidir. S1>rta fYaliyyYti Earakter etibari ilY s>sial mYqsYd vY s>sial nYticYlYr zndY kYsb edir. Daha >E insan1n hYyat fYaliyyYti, salaml11 vY >na vurulan ziyan1 YdYmYklY Yhalinin vY ailYnin gYlirlYrinY, EYrclYrinY tYsir edir. Amma s1>rta hadisYsi ba_ vermYzsY, >nda s1>rta1lar1n YldY etdiyi divident >lmur. na grY dY s1>rta hadisYsi nY qYdYr >E ba_ verirsY s1>rta EYrclYri s1>rtal1yan tYrYfdYn daha >E >lur. S1>rta fYaliyyYtinin imkanlar1 s1>rta1lar1n resurslar1n1n hYcmindYn vY >nun ilkin kapital1ndan as1l1d1r. na grY dY hquqi _YEs kimi s1>rta tY_kilatlar1n1n qeydiyyata al1nmas1 zaman1 s1>rta tY_kilatlar1n1n hdYliklYri nYzYrY al1n1r. S1>rtalama fYaliyyYti hYminin Yhalinin YmanYtlYrinin q>runmas1 n banklar tYrYfindYn hYyata keirilir. Banklar haqq1nda qanuna grY Yhalinin YmanYtlYrinin s1>rtalanmas1 n s1>rtalanma f>ndu yarad1l1b. Bu f>nddan istifadY etmYk n YmanYt banklar1 z gYlirlYrindYn hYmin f>ndlarda pay1 >lmaqla, bank1n tYminatl11n1 art1r1r. RYqabYt mhiti _YraitindY YmanYtlYrin tYminatl11n1 tYmin edYn banklar1n davaml11 vY d>minantl11 ba_ verir. S1>rta kreditinin da_1nmaz Ymlak, da_1nan yaEud insan1n salaml11, hYyat fYaliyyYti >lmas1ndan as1l1 >laraq s1>rtal1, s1>rta1 vY nc _YEs aras1nda vYzifYlYrin vY gYlirlYrin blgs znYmYEsus met>diki Ysaslarla ba_ verir; nc _YEs kimi s1>rta haqq1na >lan fiziki vY hquqi _YEslYr >la bilYr. BelY ki, hYr s1>rtal1 nc _YEs r>lunda >la bilmir. HYtta >nun uzun mddYt dYmY haqq1 nc _YEsin ziyan1n1 dYmYyY EYrclYnir  >na grY dY s1>rta hadisYsinin intensivliyini >nun EYrcini nc _YEslYrY vermYk s1>rta ilY qiymYtlYndirmYk mmkndr. S1>rta sistemi iqtisadi vY maliyyY imkanlar1 ilY vY Yhalinin mYnimsYmY faizinin artmas1 ilY geni_lYnir. nun dYyYri vY YhatY dairYsi lkYdY bazar iqtisadiyyat1n1n transf>rmasiya nYticYlYrini ifadY edir. S1>rta sistemindY qiymYtlYndirmY fYaliyyYti s1>rta bazar1nda s1>rta haqq1n1n llmYsinY gYtirib 1Ear1r. na grY dY s1>rta qiymYti bazarda s1>rta tYlYbat1 vY tYklifi ilY llr. QiymYtlYndirmY zaman1 cari qiymYtdY p>tensial s1>rta predmetinin dYyYri ilY llr. QiymYtlYndirmY zaman1 s1>rta haqq1n1n mYyyYn edilmYsi hYminin Yhalinin s1>rta pr>sesindY aktivliyi vY zYrYrY grY al1nan haqq1n mYblYi vY >nun tY_kili qaydalar1 Ysas r>l >ynay1r. S1>rta sisteminin tYkmillY_mY istiqamYti >laraq mYcburi s1>rta sistemini bYzi sahYlYrdY gclYndirmYk >lar.  cmlYdYn, sYhiyyY s1>rtas1nda mYcburi s1>rta stnlk tY_kil edir. Amma Yhalinin hYyat sYviyyYsi vY az tYminatl11n mdafiYsi n mYcburi s1>rta haqlar1 dvlYt bdcYsi yaEud Esusi s1>rta f>ndlar1 hesab1na ba_ vermYlidir. MYcburi s1>rta hYminin varl1 Yhali vY bahal1 Ymlak n dY tYtbiq >luna bilYr. na grY dY s1>rta haqq1 differensial >laraq Yhali qruplar1 n tYtbiq >luna bilYr. S1>rta yk Yhalinin az tYminatl1 ailYlYrin hYyat sYviyyYsinY tYsir etmYmYlidir. S1>rta ilY knll s1>rta aras1nda nisbYt >ptimal >lmal1d1r. S1>rt0 h0qq1nd0 zYrb0yc0n R5spubli:0s1 Q0nunu YrivYsindY s1>rt0 i:i Ys0s s0hYdYn-hYy0t vY q5yri-hYy0t s1>rt0s1 s0hYlYrindYn ib0rYtdir.S1>rt01l0r bu s0hYlYrdYn y0ln1z biri vY y0 hYr i:isi zrY fY0liyyYt gstYrYbilYrlYr. S1>rt0 nvlYri hYm :nll, hYm dY icb0ri f>rm0d0 0p0r1l0 bilYr. HYy0t vY q5yri-hYy0t s1>rt0l0r1n1n _YrtlYri vY 0p0r1lm0s1 q0yd0s1 q0nunv5riciliyY uyun >l0r0q s1>rt01 ilY s1>rt0l1 0r0s1nd0 b0l0n0n mq0vilYdY mYyyYn 5dilir. HYy0t s1>rt0s1-s1>rt0l1n1n lm, s0l0ml11n1n, i_ q0biliyyYtinin q>c0l10, y0Eud YlilliyY grY t0m0milY vY y0 qismYn itirilmYsi h0ll0r1 n 0p0r1l0n s1>rt0d1r. HYy0t s1>rt0s1 uzrY mq0vilY mddYti bitdi:dY vY y0 s1>rt0 h0disYsi b0_v5rdi:dY s1>rt0 mYblYi s1>rt0 mq0vilYsindY mYyyYn 5dilmi_ q0yd0d0 vY _YrtlYrlY s1>rt0l1y0 vY y0>nun hquqi v0risinY dYnilir. Q5yri-hYy0t s1>rt0s1-s1>rt0 h0disYsi b0_ v5rdiyi z0m0n s1>rt0l1y0 vurul0n zYrYr dYnilmY:lY >nun mYsuliyyYti, Yml0:1 vY Yml0: mYn0f5lYri ilY b0l1 ris:lYrin s1>rt0s1d1r. Milli s1>rt0 b0z0r1n1n q0r_1d0 dur0n vYzifYlYrindYn biri dY s1>rt0n1n icb0ri vY :nll nvlYrinin in:i_0f1 vY stimull0_d1r1lm0s1d1r. Icb0ri s1>rt0 sist5mi bdcY vYs0itlYrinin minimum xYrclYnmYsi ilY dvlYtin m0r0ql0r1n1n (mYn0f5lYrinin) tYbii fYl0:YtlYrdYn vY qYz0l0rd0n 5ff5:tli (sYmYrYli) md0fiYsini nYzYrdY tutm0l1d1r. Bu mYqsYdlY mv0fiq >by5:tlYrin inv5nt0riz0siy0s1n1 0p0rm0q, >nl0r1n dYyYrlYrini vY s1>rt0 md0fiYsinin v5rildiyi ris:lYri vY s1>rt0n1n f>rm0l0r1n1, hYminin s1>rt0 md0fiYsinin hYy0t0 :5irilmYsi mYnbYlYrinin 0Et0r1lm0s1 zYruridir. Icb0ri s1>rt0, s1>rt0>lun0nl0r0 vY f0yd0 gtrYnlYrY (f0yd0l0n0n _YEslYrY) zYrYrlYrin dYnilmYsini tYmin 5tmY: un s1>rt0 5htiy0tl0r1n1n y0r0d1lm0s1 vY s1>rt0 5tdirYnlYrin vYs0itlYri h5s0b1n0 tY_:il0tl0r1n tYsYrrf0ts1zl1q f0:tl0r1n1n gizlYdilmYsinY ynYldilmi_ hYrY:YtlYrin m0liyyYlY_dirilmYsi tYdbirlYrini istisn0 5tmY: prinsipinY Ys0sl0nm0l1d1r. Icb0ri s1>rt0 zrY s1>rt0 dYni_lYrinin tYmin 5dilmYsi mYqsYdi ilY mYr:YzlY_dirilmi_ tYmin0t f>ndl0r1 (s1>rt0 5htiy0tl0r1) y0r0d1l0 bilYr. Icb0ri s1>rt0n1n in:i_0f1n1n Ys0s istiq0mYtlYri 0_01d0:1l0rd1r: -dvlYt icb0ri s1>rt0s1n1n, > cmlYdYn icb0ri s1>rt0n1n ap0r1lm0s1 zYrindY nYz0rYtin gclYndirilmYsi; -by: ris:lYrY vY zYrYrlYrY mYruzq0lm1_ >by5:tlYrin tYbii fYl0:YtlYr vY qYz0l0r nYticYsindY by: zYrYrlYr vurulmu_ vYtYnd0_l0r1n vY hquqi _YEslYrin icb0ri s1>rt0s1 nvlYrinin 0p0r1lm0s1 (nYqliyy0t v0sitYsi s0hiblYrinin ml:i mYsuliyyYtinin s1>rt0s1, sYn0y5 >by5:tlYrinin t5En>g5n E0r0:t5rli qYz0l0rd0n s1>rt0s1, Yml0:1n y0n1nd0n vY tYbii fYl0:YtlYrdYn s1>rt0s1, tYhl:Yli y:lYrin y5rinin dYyi_dirilmYsi z0m0n1 dYyYn qYz0l0r nYticYsindY zYrYr vurulm0s1 h0l1nd0n s1>rt0). Icb0ri s1>rt0 zrY s1>rt0 dYni_lYrinin tYmin 5dilmYsi mYqsYdi ilY mYr:YzlY_dirilmi_ tYmin0t f>ndl0r1 (s1>rt0 5htiy- 0tl0r1) y0r0d1l0 bilYr. S0hib:0rl11n in:i_0f 1mYhsul ist5hs0l1, i_lYrin y5rinY yetirilmYsi vY EidmYtlYrin gstYrilmYsi nYticYsindY nc _YEslYrY zYrYr vurulm0s1 5htim0l >lun0n h0disYlYrdYn s1>rt0n1n (mYsuliyyYt s1>rt0s1n1n, hYminin hY:imlYrin, ri5lt5rlYrin, 0udit>rl0r1n, iqtis0di id0rY5dicilYrin p5_Y mYsuliyyYtinin s1>rt0- s1n1n) 0p0r1lm0s1n1 tYlYb 5dir. MYhsul ist5hs0l1l0r1n1n vY EidmYt gstYrYnlYrin 0yr1-0yr1 :0t5q>riy0l0r1n1n mYsuliyyYt s1>rt0s1n1n 0p0r1lm0s1 >nl0r1n fY0liyyYti zYrindY 5ff5:tli nYz0rYtin hYy0t0 :5irilmYsinY, EidmYtlYrin dvlYt nYz0rYtinin dYqiq vY5ff5:tli m5E0nizmlYrinin >lm0d11 s0hYlYrdY (mYsYlYn, ip>t5:0 ilY y0_0y1_ mYnzillYrinin :r5ditlY_dirilmYsi, d0_1nm0z Yml0:1n 0l1nm0s1, >nun lizinq vY gir>v0 v5rilmYsi) ist5hs0l1l0r1n hquql0r1n1n md0fiYsini tYmin 5tmYyY im:0n v5rYcY:dir. S1>rt0n1n in:i_0f1 vYtYnd0_l0r1n s0hib:0rl1q fY0liyyYtinY m5yl gstYrmYlYrinY Ylv5ri_li tYsir 5dir. yni z0m0nd0, iqtis0diyy0t0 inv5stisiy0 5htiy0tl0r1n1n cYlb 5dilmYsi m0liyyY vY s0hib:0rl1q ris:lYrinin s1>rt0s1n1n d0h0 d0 in:i_0f 5tmYsini, sYn0y5, nYqliyy0t, ti:inti vY :Ynd tYsYrrf0t1 s0hYsindY s1>rt0 t5En>l>giy0s1n1n in:i_0f1n1 tYlYb 5dir. S1>rt0 EidmYtlYri b0z0r1n1n Ys0s1n1 vY >nun in:i_0f1 n 5htiy0t1 :nll s1>rt0 tY_:il 5dir. Icb0ri s1>rt0n1n _YrtlYri vY 0p0r1lm0s1 q0yd0s1 zYrb0yc0n R5spubli:0s1n1n q0nunl0r1 ilY mYyyYn 5dilir.  B      " 4 8 N R Z \ ^ ` v x       & 맸hth$CJOJQJaJ$hth$CJOJQJaJmH sH !ht5CJOJQJaJmH sH 'hth$5CJOJQJaJmH sH hth$5CJaJ$hth$CJOJQJaJmH,sH,'hth$5CJOJQJaJmH,sH,4@B4  ^  ^$d`a$gdt dgdt$ ;d`;a$gdt$ ?^`?a$gdt$ ;^`;a$gdt $da$gdt $da$gdt& ( 8 : t v ~   H J P R f h | ~ &(BDHJTVZ\ln$hth$CJOJQJaJmH sH hth$CJOJQJaJX(*HJLNZ\`blnpr~&(,.02LNPTfhlnvx $hth$CJOJQJaJmH sH hth$CJOJQJaJX  "$.0@Bdfhjvx~.0468:BDVX\^hj~68:<PRZ\hj$hth$CJOJQJaJmH sH hth$CJOJQJaJX 46:<DFLNVXZ\bdfhpr&(46FHLNrtxz~$hth$CJOJQJaJmH sH hth$CJOJQJaJX "$8:jlprtv|~ $(0246bdpr|~  (*DFP$hth$CJOJQJaJmH sH hth$CJOJQJaJXPRXZhjlnpr|~  "&(8:<>BDHJZ\dfnprtxz|~ "$&.024RTr$hth$CJOJQJaJmH sH hth$CJOJQJaJX"f%(),25|8<:?DH$&<>BDLNPRbdln|~(*,.BDHJVXbdfhn$hth$CJOJQJaJmH sH hth$CJOJQJaJXnptvxz     " & ( , . j l p r v x | ~ !! !!!!(!*!.!0!4!6!8!:!N!P!d!f!j!l!|!!!!!$hth$CJOJQJaJmH sH hth$CJOJQJaJX!!!!!!!!!!!!!!"""":"<"\"^"f"h"n"p"t"v"x"z"""""""""""### ###:#>#H#J#N#P#R#T#d#f#j#l##################### $ $$$2$4$8$:$D$F$L$$hth$CJOJQJaJmH sH hth$CJOJQJaJXL$N$R$T$\$^$`$b$d$f$n$p$t$v$$$$$$$$$$$$$$$$$$$$$$$$$$$%%%%% %%%%%"%$%:%<%B%D%J%L%N%P%T%V%Z%\%t%v%~%%%%%%%%%%%%%%%%%%%%%%%$hth$CJOJQJaJmH sH hth$CJOJQJaJX%%& &&&&&.&0&4&6&8&:&V&X&^&b&t&v&z&|&&&&&&&&&&&&&&&&&&&&&&&&&&&' ' '''','.'2'4'8':'L'N'|'~'''''''''''''''''''(((((( ($hth$CJOJQJaJmH sH hth$CJOJQJaJX ("(6(8(:(<(N(P(h(j(n(p(~(((((((((((((((((((() )))T)V)^)`)d)f)j)l)r)t))))))))))))))***$*&***,*6*8*:*<*N*P*b*d*h*j*p*r*t*v*z*|*~*******$hth$CJOJQJaJmH sH hth$CJOJQJaJX******++ + +++$+&+,+.+6+8+J+L+P+R+p+r+t+v+~++++++++++++++++++6,8,J,L,P,R,\,^,`,b,d,f,l,n,r,t,,,,,,,,,,,,,,,--*-,-F-H-L-N-Z-\-r-t-z-|--$hth$CJOJQJaJmH sH hth$CJOJQJaJX------------.. ....0.2.4.H.J...............////(/*/,/./F/H/V/X/b/d/h/j/t/v/z/|//////////////////////000 0000&0(080:0<0$hth$CJOJQJaJmH sH hth$CJOJQJaJX<0>0000000000000000000$1&1.101416181:11111111111111111111111111111111122:2<2@2B2H2J2V2Z2\2^2f2h2l2n2|2~222222222222$hth$CJOJQJaJmH sH hth$CJOJQJaJX2222222333333 3$3&3@3B3N3R3T3V3`3b3f3h33333333333333333333344 4 44444*4,44464:4<4b4d4h4j4r4t4~44444444445555&5*5P5R5Z5\5`5b55$hth$CJOJQJaJmH sH hth$CJOJQJaJX5555555555555555556 6(6*6.6066686D6H6J6L6V6X6\6^6p6r6~6666666666666666666666772767X7Z7^7`7j7l7p7r7777777777777777788 8$hth$CJOJQJaJmH sH hth$CJOJQJaJX 8"8*8,888:88888888888888888889999 9999999 90929:9<9@9B9J9L9X9\99999999999999999999::: ::::: :(:*:.:0:8:::F:J:T:V:p:r::::$hth$CJOJQJaJmH sH hth$CJOJQJaJX:::::::::;;; ;;;;; ;,;.;<;>;;;;;;;;;;;;;;;;;;;;;;;<< <<<<< <$<&<6<8<H<J<h<j<<<<<<<<<<<<<===== ="=$=F=J=^=`=l=n=~===$hth$CJOJQJaJmH sH hth$CJOJQJaJX==============>> > >>>">$>(>*>2>4>6>8><>>>@>D>H>J>N>P>b>d>l>n>>>>>>>>>>>>>>>>>>>>>>>>> ? ? ?$?(?*?,?.?J?L?N?P?Z?\?z?|??????????$hth$CJOJQJaJmH sH hth$CJOJQJaJX??????@@@@@ @$@(@>@@@L@N@p@r@z@|@~@@@@@@@@@@@@@@@@@@@@@@@@@@AAAAAAAA8A:AXAZAdAhAAAAAAAAAAAAAAABB&B(B^B`BzB~BBBBBB$hth$CJOJQJaJmH sH hth$CJOJQJaJXBBBBBBBBCCC C CCC C.C0CFCHCNCPCZC\C^C`CdCfClCnCrCtCxCzCCCCCCCCCDD D D D"D,D.D0D2DFDHDLDNDZD\DfDhDtDxDDDDDDDDDDDDDDDEEEEE E"E$E6E8EEXE$hth$CJOJQJaJmH sH hth$CJOJQJaJXXEZEjElEpErEzE|EEEEEEEEEEEEEEEEEEE F"F&F(F,F.F\F^FlFnFvFxFFFFFFFFFFFFFFFFFFFFFGGGGGG$G&G4G6GDGFGTGVGbGdGGGGGGGGGGGGGGGG$hth$CJOJQJaJmH sH hth$CJOJQJaJXGGGGGGGGGHHH8H:HHRHTH\H^HvHxHHHHHHHHHHHHHHHHHHHIIIIII I"I&I(IIBIDIVIXInIpI|I~IIIIIIIIIIIIIIIIIIIJJ"J$JFJHJnJpJJJJ$hth$CJOJQJaJmH sH hth$CJOJQJaJXJJJJJJJJJJJJJJJJJJJKKK K K(K*K2K4KjKlKKKKKKK L"LPLRLVLXLLLLLLLLLLLLLLLLLLLMMMBMDMFMHMJMLMfMhMlMnMxMzMMMMMMMMMMMNNN$hth$CJOJQJaJmH sH hth$CJOJQJaJXN N"N$N0N2NDNFNJNLNNNPN^N`NtNvNxNzNNNNNNNNNNNNNNNNNNNNNNNNNOOOOO O,O.OZO\OhOjOnOpOOOOOOOOOOOOOOOOPPPPPRPTP\P^PbPdPjPlPxP|PPPP$hth$CJOJQJaJmH sH hth$CJOJQJaJXPPPPPPPPPPPPPPQQQQ,Q.Q:Q>Q@QBQLQNQVQXQ\Q^QdQfQlQnQQQQQQQQQQQQQ RRJRLRNRPR^R`RbRdRNVbVVVWW:X^@_x_ `>`kkll"o$oLpphtCJOJQJaJmH sH $hth$CJOJQJaJmH sH hth$CJOJQJaJQ@_ `4aactefgij>lmtnoLpqstvLx{}D~@܁$d`a$gdt $da$gdtpqqVrXrrssFsssttyyyyN|P|||}8}>܂ނ:<ܯdjl HJXZڱܱ@Blnʲֲ̲ز,.LNгҳhth$CJOJQJaJ'hth$5CJOJQJaJmH sH htCJOJQJaJmH sH $hth$CJOJQJaJmH sH I܁>҃ڇF`6\*З\*6HP$d`a$gdt $da$gdtPx2jȨ~گܯd.ܷPfL$d`a$gdt dgdt $da$gdt$d`a$gdt (*02´Ĵ̴δ\^ҵԵ HJҶԶ"$ĸƸڹܹ :>ºVXXZԼּ*,nplnhj$hth$CJOJQJaJmH sH hth$CJOJQJaJX*,:<`bJL`bpr |~*,TV>@BD|~XZtvhj46$hth$CJOJQJaJmH sH hth$CJOJQJaJX&(68bdjltvJL.048jlxzPRDF^`RT$&*,np"$LN|~$hth$CJOJQJaJmH sH hth$CJOJQJaJXrjl:Zh&$d`a$gdt $da$gdt$d`a$gdt$d`a$gdt ,.68FHRTRT^`.0^`|~:<NP$&@BRTbd*,BDP'hth$CJH*OJQJaJmH sH $hth$CJOJQJaJmH sH hth$CJOJQJaJPPRHJ68LN$&vzHJ ">@nr>@z|LN"$JLbd,.,$hth$CJOJQJaJmH sH hth$CJOJQJaJX,.`b ,.@BVX|~@BVXpr <>02:<\^"$np46BD`b&(>@$&46$hth$CJOJQJaJmH sH hth$CJOJQJaJX XZ|~>@ HJPRdfpr<>VXtv .046:<FHNPXZ^`fhtx $hth$CJOJQJaJmH sH hth$CJOJQJaJX68LNRTZ\hj~ ,.VXbdhjlnrtvx~  $&.08:XZ\^`blnrt$hth$CJOJQJaJmH sH hth$CJOJQJaJX  ".046RTXZvx "2468>@LNRTdfrtxz  :<@BJLt$hth$CJOJQJaJmH sH hth$CJOJQJaJXtv,.:<@BNPTV\^prz|,0:<>"$(*:<H$hth$CJOJQJaJmH sH hth$CJOJQJaJXHJvx|~ lnprvx "NP $&02FH^`vx|~$hth$CJOJQJaJmH sH hth$CJOJQJaJX(,.08:np~XZ`bvx|~ $$hth$CJOJQJaJmH sH hth$CJOJQJaJXZV 4 ( T|NV tvܤVԩ| dgdt$d`a$gdt $da$gdt$&>@RVZ\ 8:>@DFjlz|  . 0 8 : @ B P R V X Z \ d f j l v x z |                       $ & Z \ j l p r  $hth$CJOJQJaJmH sH hth$CJOJQJaJX              @ B L N               H J N P r t                   ( * V X \ ^ n p r t x z ~                     $hth$CJOJQJaJmH sH hth$CJOJQJaJX       48PRVXjlz| ",.68DFJLhjxz~,.68>@NPTVXZfhlnxz|~$hth$CJOJQJaJmH sH hth$CJOJQJaJXBD HJNPvx.046HJLNVXnp >@DFRTVX`$hth$CJOJQJaJmH sH hth$CJOJQJaJX`bhjnp|~ "DFJNX^xz~*,46BFNPXZdf(,68@Bbdhjx$hth$CJOJQJaJmH sH hth$CJOJQJaJXxz~ *,68DFHJNP^`hjlnxz "&(8:<>DFNPTVZ\tvxz$hth$CJOJQJaJmH sH hth$CJOJQJaJX $&*,HJjlprtv .0<>BDdfhjrt|~&(,.68U$hth$CJOJQJaJmH sH hth$CJOJQJaJW nll s1>rt0n1n EidmYtlYrinY tYlYb0t1n mvcud sYviyyYsindY stnl: tY_:il5dYn icb0ri s1>rt0d1r, h0ns1 :i, Yh0linin p>t5nsi0l ris: qrupl0r1, hquqi _YEslYr n s1>rt0 md0fiYsi y0r0tm00, hYminin tYbii fYl0:YtlYr vY qYz0l0r nYticYsindY zYrYr Y:YnlYrY dYni_lYrin v5rilmYsindY dvlYtin EYrclYrini YhYmiyyYtli dYrYcYdY 0z0ltm00 im:0nv5rir. nll _YEsis1>rt0n1n in:i_0f1nd0 stnl: tY_:il 5dYn s1>rt0 nvlYri hYy0t s1>rt0s1 vY p5nsiy0 s1>rt0s1 >lm0l1d1r. R5spubli:0d0 s1>rt0 _ir:YtlYrinin s0y1n0 q0nunv5ricili:lY mYhdudiyyYt q>yulm0m1_d1r. S1>rt0 fY0liyyYti s0hib:0rl1q fY0liyyYtinin bir s0hYsidir vY zYrb0yc0nR5spubli:0s1n1n q0nunv5ricili: 0:tl0r1n0 Ys0sYn, fizi:i vY hquqi _YEslYr s0hib:0rl1q fY0liyyYti ilY mY_ul >lm0q hququn0 m0li:dirlYr. Bund0n Yl0vY, r5spubli:0d0 fY0liyyYt gstYrYn s1>rt0 _ir:YtlYrinin z fY0liyyYtlYrini n>rm0l tYmin 5tmYlYri n l:YdY :if0yYt qYdYr s1>rt0y0 cYlb5dilY bilYcY: >by5:tlYr mvcuddur. S1>rt0 >by5:tlYrinY fizi:i vY hquqi _YEslYrin Yml0:1, mYsuliyyYti, hYminin vYtYnd0_l0r1n hYy0t1 vY s0l0ml11 d0Eildir. L0:in bunun n il: nvbYdY fizi:i vY hquqi _YEslYrin s1>rt0y0 m0r0q vY in0m1n1n 0rt1r1lm0s1, Yh0linin bu s0hYdY m00riflYndirilmYsi istiq0mYtindY g5ni_ tYdbirlYr hYy0t0 :5irilmYlidir. NYzYrY 0lm0q l0z1md1r :i, s1>rt0i_ininin:i_0f1iqtis0diyy0t1n digYr s0hYlYrinin in:i_0f1 ilY s1E Yl0qYd0rd1r. ^bhYsiz :i, iqtis0diyy0t1n digYr s0hYlYri in:i_0f 5tdi:cY s1>rt0 EidmYtlYrinY tYlYb0rt1r vY bu zYmindY s1>rt0n1n d0 in:i_0f1 tYmin5dilir. yni z0m0nd0, b0z0r iqtis0diyy0t1 z s1>rt0 _ir- :YtlYrinin i_ini vY s0y1n1 tYnzimlYyir. B5lY :i, s0l0m rYq0bYtY t0b gYtirY bilmYyYn s1>rt0 _ir:YtlYri, tYbii :i, s1>rt0 b0z0r1n1 tYr: 5tmYli >lurl0r. H0z1rd0 s1>rt0y0 Yn >E m0r0q gstYrYn r5spubli:0n1n iri sYn0y5 mYssisYlYri, E0rici inv5stisiy0l1 mYssisYlYr, E0rici vYtYnd0_l0rd1r. tYn illYrlY mq0yisYdY l:Ynin vYtYnd0_l0r1nd0 d0 s1>rt0y0 m0r01n 0rtm0s1 m_0hidY >lunur. B5lY :i, l:Y vYtYnd0_l0r1n1n 5v Yml0:1n1n, ti:ililYrin, nYqliyy0t v0sitYlYrinin s1>rt0s1 zrY b0l0d11 mq0vilYlYrin s0y1 :5mi_ illYrlY mq0yisYdY 0rtm1_d1r. Bu isY, ins0nl0r1n _urund0 0rt1q s1>rt0y0 mn0sibYtdY dn_y0r0nm0s1n1n tYcYssmdr. R5spubli:0n1n bir s1r0 s1>rt0 _ir:YtlYri m0sir st0nd0rtl0r0 uyun >fisY, Ylv5ri_li YmY: _Yr0itinY m0li: >lm0ql0 y:sY: :5yfiyyYtli vY dny0 st0nd0rtl0r1n0 uyun s1>rt0 EidmYtlYri hYy0t0 :5irirlYr. S1>rt0y0 hYvYslYndirmY tYdbirlYri :imi nYzYrdY tutul0n gzY_tlYr, s1>rt0 dYni_lYrinin 0l1nm0s1 n mr0ciYt 5dYnlYrY y:sY: EidmYt mYdYniyyYti, dYni_lYrin v0Et1nd0 v5rilmYsi fizi:i vY hquqi _YEslYrdY s1>rt0 i_inY m0r0q vY in0m y0r0d1r. 3. S1orta sahYsindY marketinqin Ysas prinsiplYri S1orta marketinqi-daha mumi marketinq elminin bir hissYsi olub, maraq vY tYlYbatlar1n qar_1l1ql1 nYzYrY al1nmas1na ynYldilmi_ s1ortalan1n vY s1orta1n1n qar_1l1ql1 tYsir sistemidir. S1orta marketinqinY makroiqtisadi vY YmYli bax1mdan yana_maq laz1md1r. Bu, bir tYrYfdYn, xeyli dYrYcYdY s1ortan1n _Yxsini mYyyYn edYn s1ota bazar1 hadisYsidir. DigYr tYrYfdYn, bu, bazar1n yrYnilmYsinY vY istehlak1larla i_in optimalla_d1rmas1na ynYldilmi_ s1orta _irkYtlYrinin i_inin YmYli alYtidir. Odur ki, marketinqin YmYli tYrYfi s1orta1n1n bazar nYticYliliyinin yax_1la_d1r_lmas1 n alYtlYr dYstini zndY ehtiva edir. S1orta sahYsindY marketinqin Ysas prinsiplYri a_a1dak1lardan ibarYtdir: -s1orta polislYrinin sat1_1 bazar1n1n hYrtYrYfli tYdqiqi; -s1orta xidmYtlYrinY tYlYbin formala_mas1 mYqsYdilY s1orta1lar bazar1na mYqsYdynl tYsiretmY; - s1orta _irkYtinin haz1rk1 fYaliyyYtinin bazar iqtisadiyyat1 _YrtlYrinY uyunla_d1r1lmas1. Haz1rda qYrb mtYxYssislYri s1orta marketinqinin strukturunda iki mstYqil istiqamYti ay1r1rlar: YmtYY ( bazar ) marketinqi, struktur ( tY_kilati ) marketinq. Bazar marketinqinin mYqsYdi xarici mhitin vYziyyYtinin vY YmtYY mhitinin dYyi_ikliklYrinin tYhlili hesab1na s1orta1n1n fYaliyyYtinin tYkmillY_dirilmYsindYn vY _irkYtin mYnfYYtliliyinin yksYldilmYsindYn ibarYtdir. Bazar marketinqi zndY a_a1dak1lar1 birlY_dirir: -bazar1n yrYnilmYsi vY seqmentlY_dirilmYsi; -bazar1n s1orta mYhsuluna tYlYbat1n1n mYyyYn edimYsi vY _irkYtin qvvYlYrinin daha mYnfYYtli istiqamYtlYrdY cYmlY_dirilmYsi; -m_tYri qruplar1 vY ya fYrdi olaraq hYr bir s1ortalanan n riskin sYviyyYsinin daha dYqiq mYyyYn edilmYsi; - s1orta mYhsulunun i_lYnib haz1rlanmas1nda s1ortalan1n tYlYbat1n1n nYzYrY al1nmas1, daha dorusu, bazar1n tYlYblYrinY uyun olaraq s1orta mYhsulunun tYkmillY_dirilmYsi. TY_kilati marketinq s1orta _irkYtinin daxili qurulu_unun optimalla_d1r1lmas1 hesab1na onun effektifliyinin yksYldilmYsinY istiqamYtlYnmi_dir. Marketinqin bu nvnY a_a1dak1lar daxildir: -istehlak1 davran1_1n1n xsusiyyYtlYrindYn, s1orta mYhsulunun xassYlYrindYn irYli gYlmYklY s1orta mYhsulunun optimal sat1_1n1n seimi; -sat1_1n stimulla_d1r1lmas1; -_irkYtin strukturunun tYkmillY_dirilmYsi vY inki_af1; -YmYk blgsnn tYkmillY_dirilmYsi. S1orta _irkYtinin marketinq strategiyas1- bazar dinamikas1n1n vYziyyYti zrY ilkin material1n kompleks qiymYtlYndirilmYsini aparmaa , _irkYtin bazar fYaliyyYtinin optimal sistemini i_lYyib haz1rlamaa imkan verYn, bazar1n yrYnilmYsi prosesindY al1nan mYlumatlar1n kompleks realla_d1r1lmas1d1r. Marketinq strategiyas1n1n realla_d1r1lmas1 alYtlYri a_a1dak1lard1r: - s1orta mYhsulunun i_lYnib haz1rlanmas1 sahYsindY siyasYt; - qiymYt siyasYti; - s1orta mYhsulunun sat1_1n1n tY_kili sulu vY blg sahYsindY siyasYt; -agentlYrin tYhsili, sat1_1n stimulla_d1r1lmas1 vY sat1_ sisteminin tY_kili; -istehlak1larla tYmaslar1n dYstYklYnmYsi. Marketinq strategiyas1n1n optimall11n1n vY effektivliyinin meyarlar1na mYnfYYtin maksimumla_d1r1lmas1, irYlilYdilYn YmtYYnin nfuzunun yksYldilmYsi, bazarda _irkYtin znn imicinin yksYldilmYsi, YmtYYnin ( xidmYtin ) sat1_ hYcminin art1r1lmas1 daxildir. Marketinq strategiyas1 a_a1dak1lardan ibarYtdir: -_irkYtin s1orta xidmYtlYrinin mvqelY_dirilmYsi; -zYruri s1orta mYhsullar1nun i_lYnib haz1rlanmas1; -kadrlar1n tYhsili; -sat1_ sisteminin i_lYnib haz1rlanmas1 vY s1orta mYhsulunun sat1_1n1n stimulla_d1r1lmas1; -bazar1n perspektiv hissYsinin (seqmentinin ) qiymYtlYndirilmYsi; -s1orta bazar1nda perspektiv fYaliyyYtin rentabelliyinin yksYldilmYsi. S1orta _irkYtinin marketinq proqram1nda a_a1dak1lar nYzYrdY tutulur: -_irkYtin imkanlar1n1n tYdqiqi; -inki_af mYqsYdlYrinin mYyyYnlY_dirilmYsi; - s1orta bazar1nda davran1_ strategiyas1n1n haz1rlanmas1; - s1orta bazar1nda apar1lan i_lYrin taktiki sullar1n1n mYyyYnlY_dirilmYsi; -marketinq proqram1na nYzarYtin hYyata keirilmYsi. 4. S1orta sahYsindY marketinqin Ysas vYzifYlYri Iqtis0diyy0td0 int5nsiv in:i_0f y0ln1z s0l0m rYq0bYt _Yr0itindY b0_ v5rY bilYr. G5tdi:cY YtinlY_Yn rYq0bYt _YrtlYri, d0im0 b0z0r i_tir0:1l0r1n1 b0z0rd0:1 p0yl0r1n1 itirmY: tYhl:Ysi ilY z-zY q>yur. lY bu sYbYbdYndir :i, >nl0r b0z0rd0:1 p0yl0r1n1 itirmYmY: vY st0bil mYnfYYt YldY 5tmY: n iqtis0di inn>v0siy0l0r0 n0il >lm00 vY y5ni-y5ni rYq0bYt stnl:lYri q0z0nm00 0l1_1rl0r. Bu cr 0Et0r1_l0r s>nd0 iqtis0diyy0td0 y5ni EidmYt s0hYlYrin m5yd0n0 1Em0s1n0 sYbYb >lmu_dur. B5lY s0hYlYrdY biri dY m0r:5tinqdir. M0r:5tinq  b0z0r1n p>t5nsi0l1n1 yrYnmY:, ist5hl0:1n1n istYdiyi mYhsulu mYyyYn 5tmY: vY s0t1_1 0rt1rm0q s0hYsindY ist5hs0l1y0 Yl0vY im:0nl0r y0r0tm0ql0 y0n0_1, YvvYlcYdYn 0_:0r 5dilY bilinYn ris:lYrdYn q0m00 _Yr0it y0r0d1r. Bu gn hYm dY s1>rt0 i_inin 0yr1lm0z vY >E zYruri bir tYr:ib hissYsinY 5vrilmi_ m0r:5tinq, s1>rt0 s0hYsindY 40 IldYn 0rt1q bir in:i_0f y>lu :5mi_dir. B5lY :i, s1>rt0 s0hYsindY m0r:5tinq il: dYfY 1960-c1 illYrin YvvYllYrindY QYrbi vr>p0 l:YlYrindY tYdbiq >lunm00 b0_l0nm1_d1r. S1>rt0 b0z0r1nd0 tY:lif >lun0n EidmYtlYr digYr b0z0rl0rd0:1 EidmYt tY:lifindYn >EfYrqlidir. lY bu sYbYbdYn dY digYr b0z0r s5qm5ntlYrindYn fYrqli >l0r0q s1>rt0 s0hYsindY m0r:5tinqin z EsusiyyYtlYri mvcuddur. Bunun Ys0s sYbYbi btn s1>rt01l0r tYrYfindYn tY:lif >lun0n s1>rt0 EidmYtlYrinin d5mY:>l0r :i, 5yni q0yd0l0r Ys0s1nd0 h0z1rl0nm0s1d1r. Bu b0E1md0n s1>rt0 b0z0r1nd0 y:sY: rYq0bYt q0biliyyYtinY m0li: vY b0z0rd0 0n0l>qu >lm0y0n 0lt5rn0tivsiz mYhsul tY:lif 5tmY: q5yri-mm:ndr. B5lY >l0n _Yr0itdY m0r:5t>l>ql0r Ys0s diqqYti, y5ni ris: nvlYrinin 0Et0r1lm0s1n0 ynYldirlYr :i, b0z0rd0 5htiy0c y0r0n0 bilYcY: y5ni s1>rt0 EidmYtlYrini v0Et1nd0 0_:0rl0y0 bilsinlYr. mumiyyYtlY , m0r:5tinq EidmYtinin i_i tY:cY yuE0r1d0 q5yd >lun0nl0rl0 bitmir. M0r:5t>l>ql0r, s1>rt0c1n1n ist5hs0l fY0liyyYtini pl0nl0_d1rm0q n b0z0rd0 5htiyac duyul0n 0yr1- 0yr1 s1>rt0 EidmYtlYri zrY, >nl0r1n :5yfiyyYti, miqd0r1 vY t0rifi h0qq1nd0 0p0r1l0n uzunmddYtli tYdqiq0tl0r1n nYticYlYrini tYhlil 5dirlYr. TYhlillYr nYticYsindY YldY>lunmu_ Ys0sl1 mYlum0tl0r0 uyun >l0r0q s1>rt0c1n1n gYlYcY: b0z0r fY0liyyYti pl0nl0_d1r1l1r. Bund0n s>nr0 m0r:5tinq EidmYti pl0n0 uyun h0z1rl0nm1_ s1>rt0 EidmYtinin s0t1_1n1 hYy0t0 :5irir vY s0t1_d0n s>nr0 EidmYtlYr gstYrilir. B0_q0 szlY d5sY:, m0r:5tinq EidmYti s0n:i s1>rt01n1n b0z0rd0:1 fY0liyyYtini tYnzimlYyYn Ys0s b5yin mYr:Yzidir. S1>rt0 m0r:5tinqi hYr bir _ir:Ytin fY0liyyYti n zYruri ol0n mEtYlif fun:siy0l0r1 hYy0t0 :5irir. Bu fun:siy0l0r1 a_a1dak1 drd Ys0s istiq0mYtdY qrupl0_d1rm0q >l0r: - S1>rt0 b0z0r1n1n tYdqiqi (0r0_d1r1lm0s1); - S1>rt0 EidmYtlYrinin h0z1rl0nm0s1; - S0t1_1n hYvYslYndirilmYsi; - S1>rt0 EidmYtlYrinin s0t1_ :0n0ll0r1n1n s5ilmYsi. YuE0r1d0 gstYrilYn hYr bir istiq0mYt zlyndY mEtYlif tYdbirlYr pl0n1n1 Yh0tY 5dir. HYr bir _ir:Yt bu 0lYtlYrin (tYdbirlYrin) :mY:liyi ilY Ytin b0z0r rYq0bYti _Yr0itindY z str0t5giy0s1n1 q>rum00 0l1_1r. MYhz bu b0E1md0n bu 0lYtlYrin incYli:lYrinY :imi tYhlil >lunm0s1 >E v0cibdir. S1>rt0 b0z0r1n1n tYdqiqi (0r0_d1r1lm0s1). Bu gn m0r:5tinq tYdqiq0tl0r1 0p0rm0d0n Ytin rYq0bYt _Yr0iti mvcud >l0n b0z0r0 d0Eil >lm0q _ir:Ytin ifl0s1 ilY nYticYlYnY bilYr. S1>rt0 b0z0r1nd0 0p0r1l0n tYdqiq0tl0r z0m0n1 tYlYb vY >nun dYnilmY sYviyyYs iyrYnilir. Bu mYrhYlYnin m0hiyyYti d0h0 >E s1>rt0 h0qq1 y1m000l1_0n s1>rt0 _ir:Yti ilY tYhl:Yli h5s0b 5tdiyi ris:lYrdYn md0fiY >lunm00 0l1_0n s1>rt01n1n mYqsYdlYrinin :Ysi_mY nqtYsini t0pm0qd1r. mumiyyYtlY, bu mYrhYlYdY grlmYli >l0n tYdbirlYri 0_01d0:1 :imi d0h0 mfYssYl gstYrmY:>l0r: 0) S1>rt0 EidmYtlYrinY >l0n tYlYbin mYyyYn 5dilmYsi, > cmlYdYn: - h0z1r:i dvr n hYr bir s1>rt0 nv zrY tYlYbin; - tYlYbin dYnilmY sYviyyYsinin; - nvlYr zrY dYnilmYyYn tYlYbin sYviyyYsinin; - s1>rt0 EidmYtlYrinY gYlYcY:dY y0r0n0 bilYcY: tYlYbin 0r0_d1r1lm0s1; b) S1>rt0 _ir:YtlYrinin b0z0rd0:1 d0vr0n1_1n1n 0r0_d1r1lm0s1, > cmlYdYn: - >nl0r1n b0z0r p0yl0r1n1n vY fY0liyyYt gstYrdiyi s1>rt0 nvlYrinin; - tY:lif 5tdiyi EidmYtin :5yfiyyYtinin; - hYy0t0 :5irdiyi s0t1_1n hYcminin; - Yn nYh0yYt r5:l0m fY0liyyYtinin mYyyYn >lunm0s1; c) DigYr b0z0r i_tir0:1l0r1n1n fY0liyyYtinin tYdqiqi, > cmlYdYn: - s1>rt0 br>:5r fY0liyyYtinin; - s1>rt0 0g5nt fY0liyyYtinin; -fili0l vY nm0yYndYli:lYrin fY0liyyYtinin 0r0_d1r1lm0s1; Bu mYrhYlYdY yuE0r1d0 gstYrilYn tYdbirlYrlY y0n0_1 _ir:Yt fY0liyyYt gstYrmY: istYdiyi l:Ynin siy0si, s>si0l-iqtis0di vY d5m>qr0fi: vYziyyYtini, s1>rt0 b0z0r1nd0 rYq0bYtin vY inhis0r1l11n sYviyyYsini dY yrYnmYlidir. DigYr s1>rt01l0r1n fY0liyyYti, >nl0r1n s0y1, m0liyyY gc vY tY:lif 5tdi:lYri s1>rt0 nvlYrinin hYcmi tYhlil5dilir. S1>rt0 b0z0r1nd0 tYlYbin dYmY q0biliyyYti vY >nun 0rt1m im:0nl0r1 qiymYtlYndirilir. Bunl0rl0 y0n0_1 m_tYrilYrin :>n:r5t s1>rt0 nvlYrinY, fY0iliyyYtdY >l0n s1>rt0 tY_:il0tl0r1n0 vY mumiyyYtlY s1>rt0y0 >l0n mn0sibYtlYrini yrYnmY: mYqsYdlYri >nl0r 0r0s1nd0 mEtYlif s>rul0r :5irilir. T>pl0nm1_ btn inf>rm0siy0l0r1n tYhlilindYn s>nr0YldY >lunmu_ mYlum0tl0r Ys0s1nd0 s1>rt0 EidmYtlYri b0z0r1n1n hYcmi vY digYr s1>rt01l0r1n p>t5nsi0l im:0nl0r1 pr>qn>zl0_d1r1l1r. TYhlil 5dilmi_ mYlum0tl0r1n Ys0s1nd0 _ir:Yt z gYlYcY: fY0liyyYt pl0n1n1 i_lYyib h0z1rl0y1r. Bu pl0n 0_01d0:1 mddY0l0r1 zndY Y:s 5tdirir: 1) NvbYti dvr n _ir:Ytin mYqsYdlYrinin vY str0t5giy0s1n1n mYyyYn >lunm0s1; 2) S1>rt0l1n1n sinfinin, dYmY q0biliyyYtinin vY hYcminin yrYnilmYsi; 3) S1>rt0 b0z0r1nd0 tY:lif >lun0c0q s1>rt0 EidmYtlYrinin mYyyYn >lunm0s1; 4) S1>rt0 mYhsull0r1n1n s0t1_1 vY hYvYslYndirlmYsi m5t>dl0r1n1n s5ilmYsi; BYzYn _ir:YtlYr str0t5ji pl0nl0_d1rm0y0 YhYmiyyYt v5rmYyYrY: >nun b0z0r q0nunl0r1 ilY uzl0_m0y0c01n1 d_nrlYr. nl0r b5lY fi:irlY_irlYr :i, b0z0rd0 vYziyyYt >E srYtlY dYyi_diyindYn pl0nl0_d1rm0d0n l0zimi nYticYni YldY 5tmY: mm:n d5yil. mm0 5lY mYhz str0t5ji pl0nl0_d1rm0 gzlYnilmYz dYyi_mYlYrY h0z1r 5dir. Str0t5ji pl0nl0m0 hYr bir _ir:Yt n hYqiqYtYn dY >E by: f0yd0l0r gYtirY bilYr. Pl0nl0_d1rm0, _ir:Yt rYhbYrini _irkYtin bu gn: b0z0r fY0liyyYti ilY y0n0_1 >nun gYlYcYyi h0qd0 d0 d_nmYyY mYcbur 5dir. S1>rt0 EidmYtlYrinin h0z1rl0nm0s1. Birinci mYrhYlYdY t>pl0nm1_ inf>rm0siy0n0n tYhlili nYticYsindY YldY >lunmu_ mYlum0tl0r0 Ys0sYn h0z1rl0nm0s1 nYzYrdY tutul0n s1>rt0 xidmYtlYrin nvlYri :5yfiyyYti vY hYcmi mYyyYn >lunur. Bu mYrhYlYdY q0r_1y0 q>yul0n Ys0s t0p_1r1ql0r bunl0rd1r: - s1>rt01n1n b0z0rd0 tY:lif 5dY bilYcYyi s1>rt0 xidmYtlYrinin nvlYrinin mYyyYn >lunm0s1; - s5ilmi_ hYr bir s1>rt0 nv zrY q0yd0l0r1n h0z1rl0nm0s1; - s1>rt0 EidmYtlYrininb0z0r01E0r1lm0s1 n tY_:il0ti, t5Eni:i vY m0liyyY _YrtlYrinin tYmin >lunm0s1; ^ir:Yt hYm YnYnYvi s1>rt0 nvlYri zrY hYm dY y5ni h0z1rl0nm1_ s1>rt0 nvlYri zrY s1>rt0 mYhsull0r1 ilY b0z0r0 girY bilYrlYr. gYr tY_:il0t digYr b0z0r i_tir0:1l0r1 :imi 5yni mYhsull0 i_tir0: 5dirsY >nd0 >, bu mYhsulun h0z1rl0nm0s1nd0 mu_tYrilYrin tYlYblYrinY uyun g5ni_ pl0nd0 dYyi_i:li:lYr 5tmYlidir. n:i Yl0vY rYq0bYt stnly q0z0nm0q n b0z0rd0 tY:lif 5dilYn mYhsulun digYrlYrindYn fYrqlYnYn zYlli:lYri>lm0l1d1r. Bununl0 y0n0_1 q5yd 5tmY: l0z1md1r:i, s1>rt0 mYhsulunun hYy0t dvr drd mYrhYlYdYn ib0rYtdir: 1) y5ni s1>rt0 nvlYrinin m_tYrilYrY t0n1d1lm0s1; 2) b0l0nm1_ s1>rt0 mq0vilYlYrinin s0y1n1n0rt1m1; 3) st0billY_mY; 4) mvcuds1>rt0EidmYtinYtYlYbin0z0lm0s1; Birinci mYrhYlYdY _ir:Yt y5ni mYhsulu b0z0r0 1E0r1r. Y5ni mYhsulun s0t1_ hYcminin 0rt1r1lm0s1 >Elug vY v0Et sYrf 5dilsY dY, s1>rt0 _Yh0dYtn0mYlYrinin s0t1_1 lYng in:i_0f 5dir. Bu mYrhYlYdY r5:l0m0, mYhsulun t0n1d1lm0s1n0 vY s0t1_ :0n0ll0r1n1n y0r0d1lm0s1n0 :ll miqd0rd0 pull0r EYrclYndiyindYn hYmin dvr n d5mY: >l0r :i, gYlir >lmur. ls0 d0 bu >E cuzi miqd0rd0 >lur. I:inci mYrhYlYdY YgYr tY:lif 5dilYn mYhsul m_tYrinin m0r0ql0r1n0 c0v0b v5rYrsY s1>rt0 _Yh0dYtn0mYlYrinin s0t1_1 >n0 uyun >l0r0q gYlirlYrin hYcmi YhYmiyyYtli dYrYcYdY 0rt0r0q m0:sim0l hYddY 0t0 bilYr. nc mYrhYlYdY rYqib s1>rt0c1l0r tYrYfindYn y5ni mYhsul0 >E_0r 0n0l>ji mYhsull0r y0r0d1ld11nd0n 0rt1q bu mYhsul0 ol0n tYlYb 0z0lm00 b0_l0y1r. Y11l0n s1>rt0 h0ql0r1n1n miqd0r1 YhYmiyyYtli dYrYcYdY :iilir. Bu mYrhYlYdY mEtYlif sull0rd0n istif0dY 5dYrY: _ir:Yt mvcud EidmYt nvn tY:millY_dirmYlidir. MYsYlYn: t0rif dYrYcYlYrinin 0_01 s0l1nm0s1, mEtYlif gzY_tlYr, 5ndirimlYr p>t5nsi0l m_tYrilYri t0pm0q vY s. bu sull0r0 mis0l >l0 bilYr. Drdnc mYrhYlYdY isY mvcud s1>rt0 nv zrY gYlYn s1>rt0 h0ql0r1n1n hYdsiz 0z0lm0s1vY hYtt0 d0y0nm0s1 m_0hidY >lunur. Bu h0l bir n5Y sYbYbdYn b0_ v5rY bilYr. MYsYlYn: s1>rt01l0r1n tYlYblYrinin dYyi_mYsi, rYq0bYt q0biliyyYtsizliyi vY s. n0 grY dY _ir:Yt b0z0r0 1E0r:Yn h0ns1 mYhsul zrY tYlYbin t0m dYnilmYdiyini vY tY:lif 5tdiyi mYhsull0r1n h0ns1 hYy0t dvrn y0_0d11n1 mYyyYn 5tmYlidir. S1>rt0 EidmYtlYrinin s0t1_ :0n0ll0r1n1n s5ilmYsi. S1>rt0 EidmYtlYrinin s0t1_1 Ys0sYn :0n0l v0sitYsi ilY hYy0t0 :5irilir. Bunl0r 0_01d0:1l0rd1r: 0) Birb0_0 s0t1_, > cmlYdYn: - _ir:Ytin z >fisindY; - fili0lvY nm0yYndYli: vY 0g5ntli:lYrindY; b) V0sitYilYr, > cmlYdYn: - 0g5ntlYr, br>:5rlYr, pr>du:t>r; c) lt5rn0tiv v0sitYilYr, > cmlYdYn: - b0n:l0r, p>tl0r, turist firm0l0r1, 5l5:tr>n v0sitYlYr vY s. S1>rt0 b0z0r1nd0 by: ris:lYr zrY mq0vilYlYr Ys0sYn birb0_0 :0n0ll0r v0sitYsi ilY hYy0t0 :5irilir. n:i hYmin ris:lYrin qiymYtlYndirilmYsi mtYEYsisdYn y:sY: iEtis0sl0_m0 tYlYb 5dir. Bund0n b0_q0 _ir:Yt mq0vilY b0l0y0r:Yn s1>rt0 q0yd0l0r1nd0 m_tYrinin m0r01n0 uyun dYyi_i:li: 5tmY: im:0n1n0 m0li:dir :i, v0sitYilYr dY bunu b0c0rm1r. Bu gn s1>rt0 _Yh0dYtn0mYlYrinin s0t1_1n1n Yn g5ni_ y0y1lm1_ :0n0l1 v0sitYlYrdir. V0sitYilYr d0h0 >E m_tYrilYrin Yh0tYsindY >lduund0n >nl0r s1>rt0 EidmYtlYrini :tlYvi _Y:ildY y0y0 bilirlYr. Bu d0 s1>rt01n1n dvriyyYsini E5yli 0rt1rm00 im:0n v5rir. lY bu sYbYbdYn _ir:YtlYr EsusiilY dY q5yri-hYy0t s1>rt0 nvlYrinin in:i_0f 5tdirilmYsi n g5ni_ v0sitYi _YbY:Ysi y0r0tm00 0l1_1rl0r. lt5rn0tiv v0sitYi :0n0l1 d0 s1>rt0l1l0r1n :tlYviliyini tYmin 5tmY: mYqsYdiilY istif0dY >lun0n Yl0vY v0sitYdir. Q5yd >lun0n m0r:5tinq 0lYtlYri y0ln1z 0z0d b0z0r _Yr0itindY l0zimi 5ff5:t v5rY bilYr. Inhis0rl0rl0 Yh0tY >lunmu_ b0z0rd0 bu cr tYdbirlYrin :mY:liyi ilY y:sY: nYticYlYr YldY 5tmY: Ytin >ls0 d0 b0z0r0 5vi: r50:siy0 gstYrY bilYn tYcrbYli m0r:5t>l>q bu i_in hdYsindYn dY gYlY bilYr. L0:in > d0 q5yd 5dilmYlidir :i, yuE0r1d0 gstYrilYn mumi m0r:5tinq prinsiplYri ilY y0n0_1, hYr bir l:Ynin s1>rt0 b0z0r1n1n milli EsusiyyYtlYri dY nYzYrY 0l1nm0l1d1r. ^ir:Yt b0z0r str0t5giy0s1n1 dzgn m0r:5tinq prinsiplYrinY uyun qurs0 d0 mili EsusiyyYtlYri nYzYrY 0lm0s0 ifl0s0 ur0y0 bilYr. Bu t5zisdYn 1E1_ 5 dYrY: b5lY qYr0r0 gYlmY: >l0r :i, Yn ide0l b0z0r str0t5giy0s1 >ptim0l m0r:5tinq prinsiplYri ilY y0n0_1 , b0z0r1n milli EsusiyyYtlYri dY nYzYrY 0l1n0r0q h0z1rl0n0n str0t5giy0d1r. S0t1_1n hYvYslYndirilmYsi. B0z0rd0 uur q0z0nm0q n s1>rt0l1l0r mYhsulu b0z0r0 1E0r1lm0m1_d0n YvvYl t0n1m0l1 vY onu gzlYmYlidirlYr. lbYttY :i, mYhsul b0z0r0 1E0r1l0nd0n s>nr0 d0 mYhsul s0t1_1n1n stimull0_d1r1lm0s1 s0t1_1n hYcmini dYfYlYrlY 0rt1r0 bilYr. Bu mYqsYdlY _ir:YtlYr m_tYrilYrY tYsir 5tmYnin g5ni_ y0y1lm1_ m5t>dl0r1nd0n istif0dY 5dirlYr. Bu m5t>dl0r1 Ys0s istiq0mYtdY qrupl0_d1rm0q >l0r: 0) r5:l0m fY0liyyYti v0sitYsi ilY; b) q0yd0l0rd0 m_tYrilYri cYlb 5dY bilYcY: _Y:ildY dYyi_i:lYrin 5dilmYsi; c) v0sitYilYrin hYvYslYndirilmYsi; S1>rtl1l0r1n mEtYlif nv r5:l0m v0sitYlYri ilY cYlb >lunm0s1 rYq0bYt mb0rizYsinin Ys0s 0lYtlYrindYn biridir. R5:l0m Ys0s tYsir v0sitYsinY m0li:dir: - s1>rt0 _ir:Yti vY hYy0t0 :5irdiyi s>>rt0 nvlYri h0qd0 s1>rt0l1l0r1 mYlum0tl0nd1rm0q; - s1>rt0 mq0vilYsinin b0l0nm0s1n0 in0m y0r0tm0q; - s1>rt0 mq0vilYsinin l5yhinY qYr0r qYbul 5tmY:; dYtYn s1>rt0 s0hYsindY r5:l0m1 i:i nvY 0y1r1rl0r: S1>rt0 _ir:Ytinin imic r5:l0m1vY s1>rt0 EidmYtlYrinin r5:l0m1. S1>rt0 _ir:Yti h0qd0 r5:l0m1n mYqsYdi _ir:Ytin msbYt imicinin y0r0d1lm0s1 vY ictim0yYtdY l0z1mi fi:r f>rm0l0_d1rm0qd1r. mm0 s1>rt0 _ir:Yti n Yn y0E_1 imic r5:l0m1 >nun v0Et1nd0 vY q0nun0 uyun _Y:ildY dYdiyi s1>rt0 dYni_idir. Imic r5:l0m1n1n Ys0s mYqsYdlYri: - s1>rt0 _ir:Yti h0qd0 in0m vY mYqsYdynl tYsYvvr y0r0tm0q; - s1>rt0l1 ilY s1>rt01 0r0s1nd0:1 mn0sibYtlYrin d0v0ml1l11n1 tYmin 5tmY:; - rYqib s1>rt0c1l0r zYrindY stnl: q0z0nm0q. S1>rt0 EidmYtlYrinin r5:l0m1n1n mYqsYdi fizi:i vY hquqi _YEslYrdY s1>rt0 mq0vilYsinY tYl0b0t1n y0r0d1lm0s1d1r. Bu r5:l0m1n q0r_1s1nd0 dur0n Ys0s t0p_1r1ql0r 0_01d0:1l0rd1r: - p>t5nsi0l ist5hl0:1l0r1 mvcud s1>rt0 nvlYri ilY t0n1_ 5tmY:; - s1>rt0 _ir:Yti tYrYfindYn tY:lif >lun0n s1>rt0 EidmYtlYri h0qd0 inf0rm0siy0n1n y0y1lm0s1; - s1>rt0 _Yh0dYtn0mYlYrinin s0t1_1n1n stimull0_d1r1lm0s1. 5. S1orta bazar1nda marketinqin marketinq miksin tYtbiqi xsusiyyYtlYri AzYrbaycan s1orta bazar1nda marketinqin dzgn tYtbiqi, xsusYn dY, onun Yn masir konsepsiyalar1ndan olan marketinq miksin tYtbiqi yerli s1orta _irkYtlYri n olduqca YhYmiyyYtlidir. S1orta _irkYtlYrinin inki_af1 s1orta bazar1n1n inki_af1na, bu inki_af isY z nvbYsindY zYncirvari olaraq btn iqtisadiyyat1n inki_af1na tYkan verY bilYr. MYhz bu sadalananlar s1orta bazar1nda marketinqin Ysas istiqamYtlYrinin ara_d1r1lmas1na Ysas verir. Dnya tYcrbYsindY s1orta fYaliyyYti ilY mY_ul olan _irkYtlYrin marketinqi hYm kommersiya fYaliyyYtinin idarY edilmYsi, hYm dY bazar1n1n ara_d1r1lmas1 n ox geni_ yay1lm1_d1r. Bir ox xarici s1orta _irkYtlYri tYn Ysrin 60-c1 illYrindYn etibarYn z fYaliyyYtlYrindY marketinqdYn yararlanmaa ba_lam1_d1rlar. Bir qayda olaraq s1orta _irkYtlYrindY marketinq s1orta mYhsulunun s1orta1dan s1orta olunanlara qYdYr irYlilYdilmYsini nYzYrdY tutan fYaliyyYt istiqamYti kimi izah edilir. HYminin marketinq s1orta mYhsulunun bazar1n tYlabat1na uyun s1orta _irkYtinin btn fYaliyyYtinin tY_kilinY vY idarYedilmYsinY kompleks yana_man1 tYlYb edir. Bu halda da, s1orta _irkYti tYlYbi yaratmal1d1r. Bundan tr dY, marketinqY kompleks yana_ma tYlYb olunur. Dnya tYcrbYsindY marketinq s1orta _irkYtinin beyin mYrkYzi hesab olunaraq, s1orta _irkYtinin hYm cari durumu, hYm dY perspektivlYri barYdY informasiya vY tvsiyyYlYrin Ysasland1r1lmas1 mYnbYyi kimi 1x1_ edir. AzYrbaycan s1orta bazar1 yeni, lakin srYtli templYrlY inki_af etmYkdY olan bazar olduundan marketinqY nYm verilmYsinY xsusi ehtiyac vard1r. HYminin marketinq hYyata keirilYrkYn marketinq miksin tYtbiq edilmYsi vacibdir. Marketinq miks taktiki marketinq alYtlYri kompleksini zndY birlY_dirYn sistemdir. Bu sYbYbdYn dY, marketinq miksin tYrkib hissYsi olan btn elementlYr idarYedilYndir vY rYqabYtli bazarda uur YldY edY bilmYk, istYnilYn dYyi_iklYrY daha tez vY dzgn reaksiya vermYkdYn tr onun tYtbiqi ox vacibdir. Marketinq miks XX Ysrin 60-c1 illYrinin YvvYllYrindY AB^ marketoloqu Cerom Makkarti tYrYfindY irYli srlm_dr. Drd komponentdYn ibarYt olan bir marketinq kompleksi hYr biri ingilis dilindY P hYrfi ilY ba_lad11ndan 4P adlan1rd1. Sonralar bu kompleksY YlavYlYr edildi. Hal-haz1rda marketinq miks dedikdY, a_a1dak1 elementlYr nYzYrdY tutulur: " MYhsul (product); " QiymYt (place); " MYkan (place) ; " TY_viqat (promotion); " 0nsanlar (people); " Proses (process); " Fiziki Ytraf (physical distribution). Marketinq miksin btn elementlYri s1rf m_tYrilYrY ynYlmYklY daha ox rentabelli marketinqin hYyata keirilmYsinY vY eyni zamanda daha ox gYlir gYtirYcYk fYaliyyYtY imkan verir. Marketinq miksin birinci vacib elementi mYhsuldur (place). S1orta mYhsullar1 bazar1 elY bir iri seqment olmu_dur ki, art1q s1ortan1n marketinqi z hYdYflYri, strategiyas1 vY z qaydalar1 olan marketinqin ayr1ca bir nvdr. S1orta marketinqi s1orta bazar1na aid olan bir elementdir. Bu element bazar1n yrYnilmYsinY vY m_tYri ilY i_in optimalla_d1r1lmas1na ynYlmi_dir. S1orta marketinqinin marketinqin ayr1ca bir nv olmas1na sYbYb s1orta mYhsuludur. BelY ki, s1orta mYhsulu oxistiqamYtlidir vY hYr bir istiqamYt n dY fYrqli marketinq yana_mas1 tYlYb edilir. HYr bir mYhsul znn ayr1ca mYqsYdli bazar vard1r ki, marketinq ona hYdYflYnmi_ olsun. S1orta bazar1nda rYqabYt Ytin olduundan potensial m_tYrilYrY aid btn detallar, hYminin YlavY cYlbedici cYhYtlYr s1orta mYhsullar1n1n uurlu marketinqi n istifadY edilmYlidir. S1orta mYhsullar1n1n marketinqi hYyata keirilYrkYn s1ortan1n ynYlmi_ olduu obyekt nYzYrY al1nmal1d1r vY marketinqin mYqsYdi hYmin obyektY dair qYrar verYn _YxslYr zYrindY fokusla_mal1d1r. MYsYlYn, konkret olaraq, birba_a insanlara Yn ox orientasiya olunmu_ s1orta mYhsulunun marketinqinY diqqYt yetirYk. BelY mYhsula misal olaraq hYyat s1ortas1 vY salaml1q s1ortas1n1 qeyd etmYk olar. Bu iki mYhsulun marketinqinin ox_ar cYhYti m_tYriyY tYklif edilYn rahatl1q hissidir. Bu mYhsulun marketinqindY zY 1xar1lmas1 vacib olan detal yksYk keyfiyyYtli tibbi yard1m1n mvcudluu vY tibbi xidmYtlYrin YlyetYrliliyidir. Biznesin s1ortalanmas1nda marketinq bir qYdYr fYrqli olur. Burada marketinqin Ysas mYqsYdi potensial m_tYrilYrin hYqiqYtYn dY, bizneslYrinin s1ortalanmas1na ehtiyac1n olduunu ba_a salmaqd1r. Bu hYm kiik vY orta sahibkarl1qla mY_ul olanlara, hYm dY iri sahibkarl1q strukturlar1ndak1 mYsul _YxslYrY ynYlmYlidir. MYqsYdli bazara tYsir etmYyin Yn vacib yolu qiymYtdir (price). Bu bax1mdan da, s1orta _irkYtlYrindY qiymYt vY ona tYsir edYn amillYr nYzYrY al1nmal1d1r. S1orta sahYsindY qiymYtY dair qYrarlara bu amillYr tYsir edir: " S1orta polislYrinY nisbYtYn y11m; " Y11ma nisbYtdY faiz; " Konsultansiya vY anderraytinq fYaliyyYtinY grY komissiyalar. S1orta _irkYtinin qiymYtY dair strategiyas1 mYqsYdli bazara, m_tYrilYrY vY _irkYtin bazardak1 durumuna uyun olaraq a_a1 qiymYt sYviyyYli vY ya yuxar1 qiymYt sYviyyYli ola bilir. Marketinq miksin digYr bir elementi olan mYkan(place) iki vacib aspektlY bal1d1r: 1. Sat1_la mY_ul olan personal1n idarY edilmYsi. 2. Filiallar1n yerlY_mY areal1. AgentlYrin vY digYr sat1c1lar1n idarYedilmYsi s1orta marketinqinin vacib hissYsi olub blmYlYr aras1nda s1x YlaqYlYrin olmas1na Ysaslan1r. Bu da, z nvbYsindY m_tYriyY daha ynYlik marketinqin apar1lmas1na imkan verir. Filiallar1n yerlY_mYyinY gYldikdY isY, s1orta _irkYtinin filiallar1 potensial m_tYrilYrin daha ox olduu regionlarda olmas1 marketinqin mYqsYdlYrinY atmaqda olduqca vacibdir. S1orta xidmYtlYrinin marketinqi effektiv tY_viqat1n (promotion) apar1lmas1ndan as1l1d1r. XsusYn dY, lkYdY insanlar1n s1orta barYdY maariflYndirilmYsinY ehtiyac olduuna grY s1orta _irkYtlYri tYrYfindYn apar1lan promo tYdbirlYr dY, bu istiqamYti YhatY etmYlidir. Promo tYdbirlYrin hYyata keirilmYsi zaman1 _irkYt z filiallar1n1 vY agentliklYr _YbYkYsini dY, nYzYrY almal1d1r. Promo tYdbirlYrin ayr1lmaz vY vacib tYrkib hissYsi reklamd1r. S1orta mYhsullar1n1n reklam1 zaman1 istifadY edilYn vasitY vY sullar mxtYlif vY say etibar1 ilY ox olmas1na baxmayaraq, onlardan hYr bir mYhsula uyun olan1, s1orta mYhsulunun xsusiyyYtlYri ilY st-stY d_Yninin seilmYsi ox vacib _Yrtdir. 0nternet istifadYilYrinin artmas1 s1orta bazar1n1n internet marketinqinin dY inki_af1n1n vacibliyini n s1raya Ykir. S1orta _irkYtinin internet marketinq zaman1 nYzYrY almal1 olduu Ysas amillYrdYn biri internet vasitYsi ilY s1orta mYhsulunu sata bilmYk imkan1n olmas1 vY internetdYn m_tYrilYrlY YlaqY yarad1lmas1 n istifadY edilmYsidir. Eyni zamanda s1orta mYhsulunun marketinqi zaman1 nYzYrY al1nmal1 vacib bir detal s1orta _irkYtinin veb sYhifYsidir. M_tYrilYr internetlYri olduu tYqdirdY dnyan1n istYnilYn yerindY istYdiklYri _eyi YldY etmYk imkan1na malik olurlar. Bu da, _irkYtlYrY imkan verir ki, onlar m_tYrini cYlb edY bilYcYk veb sYhifY yaratmaqla sat1_ prosesini gclYndirsinlYr. Bu onlar1n hYdYflYdiyi ktlYyY atmaqdan tr dY yard1m1 olan bir suldur. Veb sYhifY yaradarkYn s1orta _irkYtinin nYzYrY almal1 olduu 7 element vard1r ki, onlar a_a1dak1lard1r: 1. Kontekst(Context) . Vebsayt1n maketi vY grntnn vizual dizayn1 lakonik, asan oxunan olmal1d1r. Marketinq nqteyi nYzYrdYn rYnglYrin uyunluu nYzYrY al1nmal1d1r. Btn bunlar hYm dY, sYhifYni daha oxunaql1 edir. 2. Ticari (Commerce): gYr veb sYhifY kommersiya xarakteri da_1yacaqsa o tYhlkYsiz vY m_tYri ilY birba_a YlaqYli olmal1d1r. Xarici tYcrbYdY bu iki mYqsYd nYzYrY alaraq q1f1l _Ykilli i_arYnin tYqibi ilY mYlumat1 yerlY_dirirlYr. 3. laqY (Connection): M_tYrini saytla balayacaq oxsayl1 linklYrin mvcudluu. 4. Komunikassiyalar (Communication): Kompaniya m_tYrilYri ilY necY dan1_mal1d1r; bunu xsusi tYkliflYrY yaz1lma ilY, msabiqYlYr, sorular ilY, kompaniya YmYkda_lar1 ilY mxtYlif msahibYlYrlY vY kompaniyan1n kontaktlar1na dair informasiya ilY etmYk olar. 5. TYrkib (Content): tYqdim olunan mxtYlif mYtn, qrafik, musiqi, video. 6. 0ctimaiyyYt (Community) : sayt m_tYrilYrlY YlaqYni vY elYcY dY, m_tYrilYr aras1nda YlaqYni forumlar1n, mzakirYlYrin mvcudluu ilY tYmin edY bilYr. 7. zYllik (Customization): kompaniya m_tYrilYrY sayt1n mxtYlif aspektlYrini s1rf zlYrinY mYxsus tYrzdY istifadY etmYyY imkan vermYlidir. MYsYlYn mxtYlif seqmentY aid (mxtYlif mYhsulla maraqlanan) insanlar n mxtYlif rYnglYrin verilmYsi. S1orta xidmYtlYri barYdY informativ vY faydal1 saytlar1n yarad1lmas1 _bhYsiz ki, m_tYrilYrin say1n1 art1rlr, kompaniya haqq1nda, msbYt imicY _irkYtin xeyrinY tYsir gstYrir, elYcY dY, cYmiyyYti s1orta mYhsulu barYdY daha mYlumatl1 edir. Lakin bu he dY, s1rf rYqYmsal texnologiyalar1n, internetin hYr _eyi hYll etmYsi demYk deyil. Qeyd etdiyimiz onlayn strategiyalarla yana_1, s1orta _irkYtlYrindY marketinqlY mY_ul olarkYn televiziy, radio, kY reklam1 vY sair kimi vasitYlYrdYn dY yararlanmaq mmkndr. S1orta _irkYtindY marketinq z hYdYflYrinY birba_a marketinq strategiyalar1 ilY dY, ata bilYrlYr. Bir s1ra marketinq metodlar1ndan vY yarad1c1 reklam qYrar1ndan istifadY mYyyYn bir s1orta mYhsulunu, mYhsulun hans1 seqmentY ynYlikliyinin onu populyar etdiyindYn dY, mYhsulu daha ox  nYzYrY arpan edY bilYr vY onun tan1t1ml1l11n1 daha ox art1ra bilYr. S1orta mYhsulnun reklam1 zaman1 mvcud qanunvericilik dY nYzYrY al1nmal1d1r, belY ki, Reklam haqq1nda AzYrbaycan Respublikas1n1n qanununda qeyd olunmu_dur ki, reklam sifari_isinin fYaliyyYti n lisenziya tYlYb olunduqda, reklamda lisenziyan1n nmrYsi vY bu lisenziyan1 verYn tY_kilat1n ad1 gstYrilmYlidir. S1orta fYaliyyYti dY, xsusi raz1l1q tYlYb edilYn sahY olduundan bu mYqama fikir verilmYlidir. Marketinq miksin nvbYti elementi insanlard1r(people). 0nsanlar1n, yYni m_tYrilYrin ba_a d_lmYsi, onlar1n ehtiyac vY tYlYbatlar1na uyun s1orta mYhsulunun yarad1lmas1 demYkdir. 0nsanlarla s1x YlaqYlYri zndY Yks etdirYn s1orta fYaliyyYti,xidmYt sahYsi olduuna grY szgedYn resursun sYmYrYli istifadYsini ehtiva edir. Personal1n tYdrisi, onlar1n m_tYri tYlabat1na uyun fYaliyyYt gstYrmYsi _irkYt n vacibdir. HYminin elektron resurslar1n Ylveri_li olmas1 vY hYr sahYni YhatY etmYsi onu tYlYb edir ki, s1orta sirkYtlYri bu resurslar1 da YhatY etsin vY bu imkanlar hesab1na m_tYriyY daha yax1n olsunlar. Proses (process) dedikdY, mumiyyYtlY mYhsulun sat1_1na qYdYr vY sat1_ prosesindYn sonra ba_ verYn hYr bir _eyin idarYedilYn olmas1 nYzYrdY tutulur. dYni_lYrin srYti vY dYqiqliyi dY, burada nYzYrY al1nmal1d1r. Bu, m_tYri n daha Ylveri_li vY asan olmal1d1r. Texnoloji imkanlardan istifadY isY YlavY xYrclYrdYn azad olunmaq imkan1 yarad1r. HYminin m_tYri xidmYtlYrinin daha da optimalla_d1r1lmas1na imkan verir. Btn bunlar daha rentabelli marketinqY vY mumiyyYtlY daha rentabelli fYaliyyYtY sYbYb olur. Fiziki Ytraf (physical distribution) marketinq miksin son elementidir. BlnmY vY payla_ma s1orta _irkYtinin uurlu fYaliyyYtinin Ysas elementi hesab oluna bilYr. Burada kompaniyan1n s1orta mYhsulunun sat1_1na tYsir edYn m_tYri ilY YlaqYni daha asan edYn oxsayl1 elementlYr daxildir. Btn bu qeyd olunanlar masir dvrdY s1orta sahYsindY marketinq miksin elementlYrinin _irkYtlYr tYrYfindYn tYtbiq edilmYsinin bazar1n inki_af1nda vacibliyini ortaya qoyur. ZNYOXLAMA SUALLARI S1>rt0 nYdir? S1>rt0l1 kimdir? S1>rt01 kimdir? mumi s1>rt0d0E1l1 nYdir? zYrb0yc0nd0 s1>rt0 bazar1n1n inki_af tarixini xarakterizY edin.  S1orta fYaliyyYti haqq1nda Qanun nY vaxt qYbul edilib? S1orta mqavilYsi nYdir? S1orta tYlYbi nYdir? Aktuari nYdir? MYcburi s1ortan1n hans1 prinsiplYri var? Knll s1orta nYdir? S1ortan1n hans1 nvlYri var? ^Yxsi s1orta nYdir? mlak s1ortas1 nYdir? Sosial s1orta nYdir? Sahibkarl1q risklYrinin s1ortas1 nYdir? MYsuliyyYt s1ortas1 nYdir? 0stehsal mnasibYtlYrindY s1orta hans1 vYzifYlYri yerinY yetirir? S1orta fondlar1 hans1 sullarla yarad1l1r? S1orta hans1 funksiyalar1 yerinY yetirir? AzYrbaycanda s1orta bazar1n1n inki_af1 problemlYrini xarakterizY edin. HYy0t vY q5yri-hYy0t s1>rt0l0r1n1n mahiyyYtini a1qlay1n. Icb0ri s1>rt0n1n in:i_0f1n1n Ys0s istiq0mYtlYri hans11l0rd1r? S1orta sahYsindY marketinqin Ysas prinsiplYri hans11l0rd1r? S1orta bazar1 marketinqi zndY hans1lar1 birlY_dirir? TY_kilati marketinq s1ortas1na nvnY nYlYr daxildir? S1orta _irkYtinin marketinq strategiyas1 nYdir? Marketinq strategiyas1n1n realla_d1r1lmas1 alYtlYri hans1lard1r? Marketinq strategiyas1n1n optimall11n1n vY effektivliyinin meyarlar1na nYlYr daxildir? Marketinq strategiyas1 nYlYrdYn ibarYtdir? S1orta _irkYtinin marketinq proqram1nda nYlYr nYzYrdY tutulur? S1>rt0 m0r:5tinqinin fun:siy0l0r1n1 hans1 istiq0mYtlYrdY qrupl0_d1rm0q >l0r? S1>rt0 b0z0r1n1n tYdqiqi nYlYrdYn ibarYtdir? S1>rt0 EidmYtlYrinY >l0n tYlYbin mYyyYn 5dilmYsinY nYlYr daxildir? S1>rt0 _ir:YtlYrinin b0z0rd0:1 d0vr0n1_1n1n 0r0_d1r1lm0s1na nYlYr daxildir? S1>rt0 _ir:Ytinin gYlYcY: fY0liyyYt pl0n1 hans1 mddY0l0r1 zndY Y:s 5tdirir? S1>rt0 mYhsulunun hYy0t dvr hans1 mYrhYlYlYrdYn ib0rYtdir? S1>rt0 EidmYtlYrinin s0t1_1 Ys0sYn hans1 :0n0llar v0sitYsi ilY hYy0t0 :5irilir? S1>rt0 b0z0r1nda r5:l0m hans1 tYsir v0sitYlYrinY m0li:dir? S1>rt0 s0hYsindY r5:l0m1 hans1 nvlYrini 0y1r1rl0r? Imic r5:l0m1n1n Ys0s mYqsYdlYri hans1lard1r? S1>rt0 EidmYtlYrinin r5:l0m1n1n Ys0s t0p_1r1ql0r1 hans1lard1r? Marketinq miks dedikdY, hans1 elementlYr nYzYrdY tutulur ? S1orta sahYsindY qiymYtY dair qYrarlara hans1 amillYr tYsir edir? Veb sYhifY yaradarkYn s1orta _irkYtinin nYzYrY almal1 olduu 7 element hans1lard1r?     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