ࡱ> #`4bjbjmm8:$$$8d5llYri 3. XidmYt sferas1nda masir marketinq konsepsiyalar1 4. XidmYt marketinqi kompleksinin elementlYri 5. %idmYtlYrin hYy0t dvr vY onun mYrhYlYlYri 1. XidmYtlYrin tYsniflY_dirilmYsi, mYqsYdi vY YhYmiyyYti TYsnifat  hadisYnin (obyektin) fYrqlYndirilmYsi prosesi olub, onun hissYlYrinin mYyyYn sinif vY kateqoriyalara blnmYsidir. MarketinqdY oxlu tYsnifat prinsiplYri mvcuddur vY onlar a_a1dak1lara Ysaslan1r: bazar1n tYsnifat1 (beynYlxalq, daxili vY sYnaye, istehlak, xidmYt bazar1 vY +s.); istehlak1lar1n (m_tYrilYrin) tYsnifat1 (sosial qruplar, gYlirlYrin sYviyyYsi, yeni mallara mnasibYtinY grY vY s.); mYhsul vY xidmYtlYrin tYsnifat1 (gndYlik tYlYbat mallar1, uzunmddYtli istehlak mallar1, elitar mallar, Yrzaq mallar1 vY s.). XidmYt marketinqindY xidmYtlYrin tYsnif edilmYsinin Ysas mYqsYdlYri a_a1dak1lard1r: Konkret xidmYt nvn digYrlYrindYn fYrqlYndirYn vY ona xsusi bax1lmas1n1 zYruri edYn daha vacib xarakteristikalar1n tYyin edilmYsi; Bu seilmi_ xarakteristikalar1n digYr siniflYrY nY dYrYcYdY xas olmas1n1n ara_d1r1lmas1; Bax1lan vY yrYnilYn xidmYt nvnn tYbiYti, mahiyyYti vY xsusiyyYtlYrinin anla_1lmas1n1n yax_1la_d1r1lmas1. %idmYtlYrin tYsnif0t1 vY >nl0r1n u>tunun tY:millY_dirilmYsi dny0n1n btn l:YlYrindY v0cib s0y1l0n pr>bl5mlYrdYn biridir. %idmYtlYrin mEtYlif tYsnif0tl0r1 mvcuddur :i, bunl0rd0n Yn g5ni_ istif0dY >lun0nl0r1 cYdvYl 2.1-dY Y:s >lunmu_dur. CYdvYldY drd Ys0s tYsnif0t gstYrilir: mumdny0 Tic0rYt ss>si0siy0s1n1n tYsnif0t1, B5ynYlE0lq st0nd0rt SYn0y5 tYsnif0t1, Iqtis0di mY:d0_l1q vY In:_0f TY_:il0t1n1n tYsnif0t1 vY %idmYtlYrin mumrusiy0 tYsnif0t1 - 002. Birinci tYsnif0td0 EidmYtlYr Ys0sYn >n i:i qrup zrY, i:incidY- drd qrup zrY, ncdY  drd qrup zrY, drdncdY isY >n qrup zrY tYdqiq >lunur. CYdvYl 2.1 %0rici l:YlYrdY g5ni_ istif0dY >lun0n EidmYt tYsnif0tl0r1 mumdny0 Tic0rYt ss>si0siy0s1n1n tYsnif0t1B5ynYlE0lq St0nd0rt SYn0y5 tYsnif0t1 (ISIJ)Iqtis0di mY:d0_l1q vY In:i_0f TY_:il0t1n1n tYsnif0t1%idmYtlYrin mumrusi-y0 tYsnif0t1 -002MYi_YtI_gz0r EidmYtlYrV0sitYili: R0bitYR0bitYR0bitYTi:inti vY injinirinqBl_drmYnb0rl0r, tic0rYt, r5st>r0nl0r, m5hm0nE0n0l0rTYchiz0t, tYchiz0t1n pl0nl0_d1r1lm0s1Tic0rYt, ictim0i i0_Y, b0z0rl0r, y5rlY_dirmY v0sitYlYriTYhsilTYhsil M0liyyYB0n:l0r, d0_1nm0z Yml0:, s1>rt0, :0pit0l1n y0r0d1lm0s1B0n:l0r, m0liyyY v0sitYiliyi, s1>rt0SYhiyyY vY s>si0lIctim0i, fYrdi, s>si0lTibbTurizm vY sYy0hYtTurizmIstir0hYt, mYdYniyyYt, idm0nMYdYniyyYt, idm0nNYqliyy0t NYqliyy0tY:d0_1m0l0rNYqliyy0t:>l>giy0S0irS0irCYdvYldYn b5lY nYticYyY gYlmY: >l0r :i, EidmYtlYr >Es0yl1 vY mEtYlifdilYr. Masir dvrdY mmkn olan xidmYt nvlYrinin tYsnif edilmYsinin bir nmunYsi a_a1da verilmi_dir: CYdvYl 2.2 Mmkn olan xidmYt nvlYrinin tYsnifat1 nmunYsi Mmkn olan xidmYtlYr Mehmanxanalar ( Aviada_1malar Sosial xidmYtlYr ( MaliyyY xidmYtlYri 0nformaiya xidmYtlYri ( Hquqi xidmYtlYr 0stirahYt vY turizm sferas1 ( TYhsil sferas1 MYi_Yt xidmYtlYri ( TYmir xidmYtlYri 0a_Y (yeyinti) sferas1 ( Kino, teatr vY muzeylYr Avtoservis ( NYqliyyat xidmYtlYri Tibbi xidmYtlYr TYyin edin: Bu xidmYt nvlYri aras1nda mumi cYhYt varm1? HYr bir xidmYtY ayr1ca baxmaq tYlYb olunurmu? GstYrilYn hYr bir xidmYti digYr xidmYt siniflYrinY aid etmYk olarm1? Qeyd edYk ki, tarixYn hYr bir xidmYt nvnY ayr1ca, yaln1z znYmYxsus xsusiyyYtlYri olan YlahiddY fYaliyyYt sahYsi kimi bax1lm1_d1r. Btn xidmYt sahYsi bu fYaliyyYt nvlYrinin mYcmusu kimi tYsvir olunmu_ vY faktiki olaraq bu nvlYrin siyah1s1n1n ard1c1l dzl_ kimi tYsnif edilmi_dir. Lakin dnya tYcrbYsindY YnYnYvi xidmYtlYrin daha tam siyah1s1na a_a1dak1lar daxildir: nYqliyyat, turizm, s1orta, bank vY digYr maliyyY YmYliyyatlar1 vY xidmYtlYri, in_aat vY mhYndis i_i, rabitY, informasiya  hesablama xidmYtlYri, da_1nmaz Ymlakla YmYliyyatlar, avadanl11n icarYyY verilmYsi ilY bal1 xidmYtlYr, i_i qvvYsinin cYlb edilmYsi zrY xidmYtlYr; filmlYrin vY teleproqramlar1n yay1lmas1, reklam, mhasibat i_i, tYhsil, hquqi, tibbi, texniki vY digYr pe_Ykar xidmYtlYr. lkYmizdY tarixYn (kemi_ SovetlYr BirliyindY olduu kimi) xidmYt sahYlYrinin strukturu ba_qa cr formala_m1_d1r: sadalanan xidmYt nvlYrinin bir hissYsi maddi istehsal, byk qismi isY qeyri-maddi istehsal sahYlYrinY aid edilmi_, mYyyYn bir qisminin isY son zamanlaradYk mvcudluu rYsmi sYviyyYdY tamamilY qYbul edilmYmi_dir (da_1nmaz Ymlak, valyuta YmYliyatlar1, repetitorluq vY s.). BelYki nYqliyyat, rabitY vY tikinti kimi sektorlarda xidmYtlYr bizim iqtisadiyyatda hYmi_Y maddi istehsal sahYsinY aid edilmi_dir. BtvlkdY isY, haz1rda AzYrbaycanda xidmYt sahYsinY vY ya qeyri- istehsal sferas1na, YnYnYvi olaraq, bunlar1 aid edirlYr: mYnzil vY kommunal tYsYrrfat1, YhaliyY ia_Y-mYi_Yt xidmYti, sYhiyyY vY tYhsil, mYdYniyyYt vY incYsYnYt, elm vY elmi xidmYtlYr, maliyyY, s1orta, dvlYt idarYiliyi vY hquqi xidmYt; ev tYsYrrfat1na xidmYt gstYrYn qeyri-kommersiya tY_kilatlar1 vY s. 0ndiyYdYk qvvYdY olan uota grY (xalq tYsYrrfat1n1n balans metodu) xidmYt sferas1n1n yuxar1da gstYrilYn sahYlYri qeyri-istehsal sahYsinY aid edilirdi vY onlar1n fYaliyyYtlYrinin nYticYlYri mYcmu milli mYhsul vY lkYnin milli gYlirindY nYzYrY al1nm1rd1. XidmYt sferas1n1n YksYr sahYlYri son zamanlaradYk dvlYt bdcYsindYn maliyyYlY_dirilirdi, hYm dY vYsaitlYrin ayr1lmas1, YsasYn,  qal1q prinsipinY Ysaslan1rd1. lkYmizdY xidmYt sahYlYrinin srYtli inki_af1, keYn Ysrin 90-c1 illYrinin ortalar1ndan ba_lad1: dvlYtin bdcY maliyyYlY_dirmYsi ixtisar olunduqdan sonra Yhalinin vY tY_kilatlar1n pullu xidmYtlYri xeyli artmaa ba_lad1. oxlu yeni xidmYt nvlYri yaranmaa ba_lad1; mhasibat xidmYtlYri, qiymYtli ka1zlarla YmYliyyatlar, nYqliyyat vY rbitY xidmYtlYri, mumilikdY YhaliyY gstYrilYn pullu xidmYtlYr geni_ vsYt ald1. XidmYt sahYlYri mYssisYlYri aras1nda rYqabYt mhiti formala_maa ba_lad1. XidmYt sferas1 sahibkarlar n daha cYlbedici oldu, nki bir s1ra xidmYt sahYlYri tYcrbi olaraq start kapital1 tYlYb etmir (mYsYlYn, mYslYhYt xidmYtlYri), digYrlYri isY hYlY geni_ yay1lmad1qlar1ndan (rYqabYt olmad11ndan) tYsisilYrY byk mYnfYYt almaa imkan yarad1rd1 (mYsYlYn; maliyyY, nYqliyyat vY s.). Haz1rda xidmYt sferas1n1n srYtli inki_af1, iqtisadiyyatda onlar1n xsusi Ykisinin durmadan yksYlmYsi (inki_af etmi_ lkYlYrdY xidmYt sferas1 mY_ul olanlar1n say1na vY yarad1lan mumi milli mYhsulun hYcmindY pay1na grY istehsal sferas1na bYrabYrdir vY ya onu tm_dr) sahYnin inki_af1n1n tYnzimlYnmYsini zYruri edir. Bununla yana_1, zaman xidmYt sferas1 mYhsulunun vY fYaliyyYtinin statistik qiymYtlYndirilmYsi problemini dY yaratm1_d1r. Bu sYbYdYn indi xidmYt vY mYhsullar1n qiymYtlYndirilmYsindY beynYlxalq uot sistemlYrinY keilmYsi AzYrbaycan n dY ox aktuald1r. XidmYt sahYlYrinin sadalanmas1 sadYcY onlar1n oxmxtYlifliyini Yyani olaraq gstYrir, lakin xidmYtlYrin xsusiyyYtlYri vY iqtisadi mahiyyYtini, son nYticYdY isY onlar1n idarY olunmas1 vY marketinqinin Ysil xsusiyyYtlYrini am1r. Haz1rda dnyada mYyyYn xidmYt siniflYrinin seilmYsi tendensiyas1 m_ahidY edilir. lbYttY, bu siniflYr bir-birindYn mYyyYn qYdYr fYrqlYnir, lakin bu sistemlYrin daxilindY xidmYtlYr ox_ar problemlYrY vY imkanlara malikdir. XidmYtlYri drst tYsnif etmYk n onlar1n qrupla_d1r1lm1_ bir s1ra fYrqli xarakteristikalar1 xidmYtlYrin siniflYrini tYyin etmYyY vY xidmYtlYri bu siniflYr zrY blmYyY kmYk edY bilYr. BelYliklY, xidmYtlYrin tYsnif edilmYsi vY onlar1n uotunun tYkmillY_dirilmYsi, dnyan1n btn lkYlYrindY prioritet problem say1l1r. Ayd1nd1r ki, xidmYtlYrin tYsnif edilmYsindY prinsipcY mxtYlif yana_malar mvcud ola bilYr. n mumi yana_man1 Lovelok tYklif etmi_dir. Bu tYsnifatda ba_l1ca cYhYt odur ki, xidmYtlYr kimY vY nYyY nvanlan1b vY onlar duyuland1r ya yox (cYdvYl 2.3). TYqdim olunan tYsnifat qeyri-maddi istehsal sahYsindY xidmYtlYrin tYsnifat1 n Ysas gtrlY bilYr. Sz yox ki, bu tYsnifat1 daha da tYkmillY_dirmYk vY ona YlavYlYr dY etmYk olar. DeyYk ki, xidmYtlYri istehlak1larla kontakt1n dYrYcYsinY, normativ-hquqi vY qanunveici aktlarla tYnzimlYnmYsinY, YmYk vY material tutumuna, istehlak1lar1n seqmentinY (mYsYlYn i_gzar xidmYtlYr, _Yxsi xidmYtlYr) vY digYr xarakteristikalara grY dY tYsnif etmYk olar. CYdvYl 2.3 XidmYtlYrin tYsnifat1 (Lovelok variant1) XidmYtlYrin Ysas siniflYriXidmYt sferalar11. 0nsan bYdYninY istiqamYtlYnmi_ duyulan hYrYkYtlYrSYhiyyY, sYrni_in nYqliyyat1, gzYllik salonlar1 vY bYrbYrxanalar, idman zallar1, restoran vY kafelYr2. Mal (mYhsul) vY digYr fiziki obyeklYrY istiqamYtlYnmi_ duyulan hYrYkYtlYrYk nYqliyyat1, avadanl11n tYmiri vY saxlanmas1, mhafizY xidmYti, tYmizliyin qorunmas1, cama_1r vY kimyYvi tYmizlYmY, veterinar xidmYtlYri3. 0nsan1n _uruna istiqamYtlYnmi_ duyulmayan hYrYkYtlYrTYhsil, radio vY televiziya, informasiya xidmYtlYri, teatr vY muzeylYr4. Duyulmayan aktivlYrlY duyulmayan hYrYkYtlYrBanklar, hquqi vY mYslYhYt xidmYtlYri, s1orta, qiymYtli ka1zlarla YmYliyyatlarvvYlki blmYlYrdY qeyd etdiyimiz kimi, xidmYtlYrin ox vacib xarakteristikas1 onlar1n duyulmazl11 vY ya qeyri-maddi xarakteridir. XidmYtlYrin duyulmazl1q dYrYcYsinY grY mqayisYsi cYdvYl 2.4-dY tYqdim edilmi_dir. CYdvYl 2.4 Duyulmzal1q dYrYcYsinY grY xidmYtlYrin mqayisYsi Maddi Qeyri-maddiMa_1nlar1n tYmiri TYmizlYmY (y11_d1rma) Restoranlar XYstYxanalar BYrbYrxanalar Mehmanxanalar MYslYhYtlYr TYhsil  BtvlkdY, xidmYtlYrin maddilik YlamYti az ifadY olunduqca, onlar1n marketinqi mallar1n marketinqinY bir o qYdYr az bYnzYyir. Qeyri-maddi xidmYtlYri, mYsYlYn, sYyahYt, malicY, sa dzYltmY vY s. keyfiyyYtini yaln1z bu xidmYtlYri ald1qdan sonra qiymYtlYndirmYk olur. Bununla yana_1, bu sahYdY xidmYtlYrin sYviyyYsini daim sabit saxlamaq da xeyli Ytindir. Mal vY mYhsulu satarkYn gstYrilYn xidmYtlYr, avadanl11n icarYsi vY istismar1, habelY onun tYmiri ilY (istehsalat vY ticarYt xidmYtlYri) YlaqYdar olan xidmYtlYr real obyektin mvcudluunu nYzYrdY tutur vY daha duyulan xarakter da_1y1r. Odur ki, belY mallar1n marketinqi istehsal tYyinatl1 mal (mYhsul) vY mYhsullar1n marketinqinY bYnzYyir. Bunlardan YlavY, xidmYtlYrin byk bir sinfi znYmYxsus cYhYtlYri ilY fYrqlYnir ki, onlar1 biz sonrak1 blmYlYrdY nYzYrdYn keirYcYyik. Onu da qetd etmYk laz1md1r ki, xidmYtlYrin seqmentasiya amillYri kombinY edilmi_ dY ola bilYr (cYdvYl 2.5). CYdvYl 2.5 XidmYtlYrin (istehlak1lar1n) seqmentasiya matrisi 0stekla1lar0_gzar xidmYtlYrFYrdi xidmYtlYrXidmYtlYrYaln1z xidmYtFranayzinq, audit, tYhl-kYsizlik, sYyahYt vY s.TYhsil, YylYncY, sYyahYt, i_YdzYltmYHYr hans1 maddi mYhsu-lun dYyYrini (qiymYtini) art1ran xidmYtS1orta, reklam vY dizayn, tYmizlik, tYmirTYmir, s1orta, zn dzYltMaddi bir _ey verYn xid-mYtDa_1malar, ticarYt, personal1n muzduYk vY sYrni_in da_1ma, ticarYt %idmYt sf5r0s1nd0 fY0liyyYt gstYrYn _ir:YtlYrin siy0sYtinin tYsniflY_dirilmYsi n 0n0liti: m0tris0l0rd0n istif0dY >lunur. MYsYlYn, bu m0tris0l0r1n bir v0ri0nt1 Y.V. M0yd5bur0n1n %idmYt m0r:5tinqi :it0b1nd0 tYqdim >lunur. HYmin m0tris0n1n Ys0s p0r0m5trlYri  EidmYt mYssisYsinin h5yYtinin m_tYrilYrlY Yl0qYlYrin qurulm0s1nd0 i_tir0:5tmY dYrYcYsi vY m_tYrilYrin zlYrinin EidmYtdY i_tir0:5tmY dYrYcYsidir. CYdvYl 2.6. Y.V.M0yd5bur0n1n EidmYtlYrin s5qm5nt0siy0s1 m0tris0s1 M_tYrilYrlY Yl0qYlYrin dYrYcYsi_01Y:sY:M_tYrilYrin i_tir0:1n1n dYrYcYsiY:sY:znYEidmYtv0d0nl11n tYmiri, mYnzilin s0El0nm0s1_01imyYvi tYmizlYmY, t5l5viziy0MYi_Yt t5Eni:0s1n1n tYmiri XidmYt sahYlYrindY fYaliyyYt gstYrYn _irkYtlYrin yeritdiyi xidmYt siyasYtini tYsnif etmYk n Boston mYslYhYt qrupunun mYlum analitik matrislYrindYn znYmYxsus parametrlYr YlavY olunaraq istifadY olunur. BelY parametrlYr kimi, mYsYlYn, xidmYt sferas1 personal1n1n m_tYrilYrlY kontakt yaratma dYrYcYsi, m_tYrilYrin xidmYtdY i_tirak dYrYcYsi vY s. ola bilYr . XidmYt mYssisYsi bazarda qazanaca1 uura xidmYtlYrin istehsal1nda istehlaklar1n i_tirak1n1 aktivlY_dirmYklY nail ola bilYr. Buna misal olaraq, _YhYrlYraras1 vY beynYlxalq avtomatik rabitYni, pot sifari_lYri ilY mallar1n sat1_1n1n tY_kilini, znYxidmYt prinsipi ilY xidmYtlYr tYqdim edYn kafe, restoran, benzin doldurma mYntYqYsi vY digYr bu kimi xidmYtlYri gstYrmYk olar. Bu prinsiplYrdYn bYzi mYhsullar1n (mal vY xidmYtlYrin) pYrakYndY sat1_1nda da istifadY olunur. MYssisY xidmYtin hans1sa bir hissYsinin m_tYrinin yerinY yetirmYsinY imkan vermYklY xidmYtin tYbiYtini dYyi_mYyY mvYffYq olur. %idmYtlYrin tYsnif0t1 hYr EidmYt nvnn fYrqlYndirici EsusiyyYtlYrini gstYrYrY:, tYdqiq >lun0n h0disYnin dYr: 5dilmYsini y0E_1l0_d1rm00 im:0n v5rir, tY_:il0t1n id0rY5tmY m5t>dl0r1n1n znYmYEsusluunu vY m0r:5tinqin tYtbiqinin sp5sifi:liyini mYyyYn 5tmYyY im:0n y0r0d1r. %idmYtlYrin s5qm5ntlY_dirilmYsinY mEtYlif y0n0_m0l0r EidmYtlYrin b0z0rd0 mvq5lY_dirilmYsi z0m0n1 f0yd0l1 >l0 bilYr vY b0z0rd0 tY:lif >lunm0y0n y5ni EidmYt nvlYrinin 0Et0r1_1n0 svq 5dY bilYr. CYdvYl 2.7 %idmYtlYrin nvlYri %idmYt nvlYri%idmYt sf5r0s1Ist5hs0lInjinirinq, lizinq, 0v0d0nl10 EidmYt (tYmir) vY s.Bl_drc Tic0rYt, nYqliyy0t, r0bitYP5_Y:0rB0n:l0r, s1>rt0, m0liyyY, mYslYhYt, r5:l0m vY digYr firm0l0rIst5hl0: v tYsYrrf0t1 vY 0sudY v0Et1n nY cr :5irilmYsi ilY b0l1 >l0n EidmYtlYrIctim0i T5l5viziy0, r0di>, tYhsil, mYdYniyyYt %idmYtlYrin tYsnif0t1n0 nYzYr s0l0r0q, >nu d0 q5yd 5tmY: l0z1md1r :i, cYmiyyYtdY d0im0 y5ni EidmYt nvlYrinY tYlYb0t y0r0n1r. B5lY EidmYtlYrin mis0l1 nvbYti cYdvYldY gstYrilir. CYdvYl 2.8 Y5ni EidmYt nvlYri %idmYtlYr%0r0:t5risti:0 I_gz0r (p5_Y:0r) EidmYtlYrin y5ni nvlYriD0_1nm0z Yml0:1n s0t1_1; inf>rm0siy0, m0r:5tinq vY r5:l0m EidmYtlYri; mh0sib0t h5s0b0tl0r1n1n vY b0l0nsl0r1n1n tYrtib 5dilmYsi; 5l5:tr>n :0tibU_0ql0r1n tYrbiyyYsi vY tYhsili ilY b0l1 >l0n EidmYtlYrzYl u_0q b0E0l0r1 vY mY:tYblYr, mrYbbiyYH5yv0nl0r0 qulluql0 b0l1 EidmYtlYrM0licY, bYslYnmY, mvYqqYti s0El0nm0 vY gYzintiS>n z0m0nl0r EidmYt sf5r0s1nd0 fY0liyyYt gstYrYn _ir:YtlYr tYrYfindYn 0yr1-0yr1 EidmYtlYrin birlY_dirilmYsi vY EidmYt :>mpl5:sinin tY:lif 5dilmYsi m_0hidY >lunur. %idmYtlYr :>mpl5:sini tY:lif 5tmY:lY bu _ir:YtlYr z rYq0bYtq0biliyyYtliliyini 0rt1r1r, EidmYtlYrin div5rsifi:0siy0s1 h5s0b1n0 mm:n >l0n tYhl:YlYri 0z0ld1r. MYsYlYn, b0n:, birc0, inf>rm0siy0 vY v0sitYili: EidmYtlYri birlY_YrY: v0hid m0liyyY EidmYtlYri :>mpl5:sini tY_:il 5dir vY y5ni EidmYt nvlYrinin m5yd0n0 gYlmYsinY sYbYb >lur (Int5rn5t- tr5ydinq, Int5rn5t - b0n:inq). Turizm bizn5si YrivYsindY dY mEtYlif EidmYtlYrin birlY_mYsi m_0hidY >lunur. Y:d0_1m0l0rl0 mY_ul >l0n _ir:YtlYr hYy0t1n vY Yml0:1n s1>rt0l0nm0s1, turizm vY s. EidmYtlYri tY:lif 5dirlYr. B5lYli:lY, m0sir iqtis0diyy0td0 m_0hidY >lun0n Ys0s tYm0yllYrin biri :imi EidmYt sf5r0s1n1n div5rsifi:0siy0s1n1 q5yd 5tmY: >l0r. BelYliklY, xidmYtlYrin tYsnifat1 yrYnilYn hadisYni, obyekti vY xidmYt prosesini yax_1 ba_a d_mYyY, hYr bir xidmYt nvnn xsusiyyYtlYrini ay1rmaa, xidmYt tY_kilat1n1n idarY edilmYsi metodlar1n1n xsusiyyYtlYrini mYyyYn etmYyY vY bu sahYdY marketinq metodlar1n1 tYkmillY_dirmYyY imkan verir. XidmYtlYrin seqmentlY_dirilmYsinY ynYldilmi_ mxtYlif yana_malar bazarda xidmYtlYrin mvqelYndirilmYsi zaman1 faydal1 ola bilYr. Bunlar isY, xidmYt sferas1nda fYaliyyYt gstYrYn tY_kilatlar1 bu gnYdYk bazarda gstYrilmYmi_ yeni nv xidmYtlYrin yarad1lmas1na svq edY bilYr. 2. %idmYt m0r:5tinqinin beynYlxalq m>d5llYri M0r:5tinq m>d5llYri  m0r:5tinq sist5minin suby5:tlYrinin gYlir YldY 5tmY: mYqsYdilY mYhsull0r0 vY EidmYtlYrY tYlYbin y0r0d1lm0s1 vY dYnilmYsi n q0r_1l1ql1 tYsir5tmY pr>s5sindY >nl0r1n d0vr0n1_1n1n :5yfiyyYt vY :YmiyyYtcY tYsvir 5dilmYsi f>rm0s1d1r. M0r:5tinq m>d5linin qurulm0s1 m0r:5tinq fun:siy0l0r1n1n id0rY 5dilmYsi n bir nv 0lYt :imi 1E1_ 5dir. M0sir _Yr0itdY EidmYt m0r:5tinqinin bir n5Y nYzYri m>d5llYri mvcuddur :i, >nl0r1n y0r0d1c1l0r1 L.B5rri, .P0r0sur0m0n, D.R0tm5l, L.qliy5, Y.L0ng50rd, M.Bitn5r, F.>tl5r, .Q0m5ss>n, .Qr5nr>>s :imi t0n1nm1_ 0limlYrdir. %idmYt m0r:5tinqinin m>d5llYrinin mEtYlif l:YlYrin nm0yYndYlYri >l0n 0limlYr tYrYfindYn h0z1rl0nm0s1n0 vY >nl0r1n Ys0s1nd0 mEtYlif prinsiplYrin istif0dY >lunm0s1n0 b0Em0y0r0q, btn tY:lif >lun0n m>d5llYr a_a1dak1 mumi stru:tur vY :>ns5ptu0l 5l5m5ntlYrY m0li:dir: - btn m>d5llYrdY EidmYtlYrin sp5sifi: znYmYEsusluu nYzYrY 0l1n1r; - m>d5llYrdY EidmYt m0r:5tinqinin v0cib str0t5ji 0millYrindYn >l0n h5yYt, EidmYt pr>s5si vY EidmYtin m0ddi sbutl0r1 :imi 0millYrin tYdqiq >lunmas1 zYruriliyi q5yd >lunur; - Y:sYr :>ns5psiy0l0rd0 EidmYt m0r:5tinqinin id0rY 5dilmYsi n Yl0vY str0t5giy0l0r1n istif0dY 5dilmYsi zYruriliyi tYsdiq olunur. %0rici l:YlYrdY g5ni_ istif0dY >lun0n EidmYt m>d5llYrinY nYzYr yetirYk. D.R0tm5l m>d5li. M>d5l D.R0tm5l tYrYfindYn 1974-c ildY tY:lif >lunmu_dur. 1970-ci illYrin YvvYllYrindY EidmYt s0hYsindY:i inqil0b0 c0v0b r50:siy0s1 :imi EidmYt m0r:5tinqi fYnni y5ni y0r0nm1_d1r. R0tm5lin m>d5lindY il: dYfY ist5hs0l vY q5yri-ist5hs0l s5:t>rl0r1nd0 m0r:5tinqin fun:si>n0l vYzifYlYrinin mEtYlifliyi gstYrilmi_dir. R0tm5lin m>d5linY Ys0sYn, ist5hs0l s5:t>rund0 bir-birilY Yl0qYli, l0:in t0m0milY mstYqil >l0n a_a1dak1 pr>s5s fYrqlYndirilir: - mYhsull0r1n ist5hs0l1 pr>s5si; - mYhsull0r1n m0r:5tinqi pr>s5si; - mYhsull0r1n ist5hl0:1 pr>s5si. M0r:5tinqin bu sist5mdY:i fun:si>n0l vYzifYlYrini :l0ssi: 0dl0nd1rm0q >l0r. 0lk nvbYdY, ist5hl0:1l0r1n tYlYb0tl0r1n1 dYyYn mYhsull0r1n ist5hs0l1n1 tY_:il 5tmY: l0z1md1r. I:incisi, bu mYhsull0r1n m0r:5tinqi pr>s5sini , yYni m0r:5tinq-mi:s str0t5giy0s1n1 (mYhsul, :>mmuni:0siy0, qiymYt vY bl_drmY str0t5giy0l0r1) tY_:il 5tmY: l0z1md1r. NYh0yYt, ist5hl0:1l0r1n d0vr0n1_1n1n tYdqiqi, >nl0r1n y5ni 5htiy0cl0r1n1n 0_:0rl0nm0s1 vY y5ni 01l0n im:0nl0r1n tYhlili mYqsYdilY mYhsull0r1n ist5hl0:1 pr>s5sinin m>nit>rinqini 0p0rm0q zYrurYti yaran1r. L0:in m0r:5tinqin bu fun:si>n0l vYzifYlYri EidmYtlYrin ist5hs0l1, m0r:5tinqi vY ist5hl0:1 b0E1m1nd0n Ytinli:lY y5rinY y5tirilY bilYr. XidmYtlYrin :>nt5:stindY >nl0r1n ist5hs0l1, m0r:5tinqi vY ist5hl0:1n1 mstYqil pr>s5slYrY blmY: :if0yYt qYdYr Ytindir. Bunun Ys0s sYbYbi EidmYtlYrin sp5sifi:liyi ilY Yl0qYlidir. R0tm5lin m>d5lindY Ys0s diqqYt dY mYhz bu sp5sifi:liyY ynYldilir. %idmYtlYrin ist5hs0l1 vY ist5hl0:1 pr>s5slYri 5yni v0Etd0 b0_ v5rir. Ist5hs0l >lun0n 0nd0 EidmYtlYr ist5hl0: >lun0 bilYr. Bununl0 Yl0qYli >l0r0q EidmYt m0r:5tinqindY m0r:5tinqin YnYnYvi fun:si>n0l vYzifYlYrinY y5ni fun:si>n0l vYzifYlYr Yl0vY >lunur. M>d5ldY Ys0s diqqYt ist5hs0l1 ilY ist5hl0:1n1n 0r0s1nd0 b0_ v5rYn q0r_1l1ql1 Yl0qYlYrY v5rilir. P.qliy5 vY Y.L0ng50rd m>d5li. Bu m>d5l 1976-c1 ildY Fr0ns0d0 M0rs5l Univ5rsit5ti nYzdindY:i Bizn5s mY:tYbinin pr>f5ss>rl0r1 tYrYfindYn h0z1rl0nm1_d1r. P.qliy5 vY Y.L0ng50rd s5rv0:_n vY y0 hYrY:Yt 5dY-5dY EidmYt m>d5lini tYklif etmi_lYr. M>d5l y0ln1z EidmYtlYrin ist5hs0l1 ilY ist5hl0:1n1n 5yni v0Etd0 b0_ v5rdiyini d5yil, hYm dY EidmYtlYrin duyulm0zl11n1 nYzYrdY tutur. gYr R0tm5lin m>d5lindY EidmYt m0r:5tinqinin y5ni fun:si>n0l vYzifYsi :imi ist5hs0l1 ilY ist5hl0:1n1n q0r_1l1ql1 Yl0qYlYri pr>s5sinY diqqYt v5rilmYsinin zYruriliyi q5yd >lunurs0, s5rv0:_n m>d5li bu pr>s5sdY nYlYrin b0_ v5rdiyini btn tYfsilat1 ilY 01ql0y1r. M>d5lin Ys0s 0millYri :imi 0_01d0:1l0r 1E1_ 5dir: - EidmYt pr>s5sinin z; - EidmYtlYrin tY_:ili; -  ist5hl0:1s1; - B ist5hl0:1s1. %idmYt firm0s1n1n mYqsYdli b0z0r1 :imi  ist5hl0:1s1 m>d5lin Ys0s 5l5m5nti :imi 1E1_ 5dir.  ist5hl0:1s1n1n d0vr0n1_1n0 tYsir 5dYn Ys0s 0millYrY EidmYti ist5hs0l 5dYn tY_:il0t, B ist5hl0:1s1 :imi 1x1_ edYn digYr ist5hl0:1l0r vY Yl0qY h5yYti 0id 5dilir. M>d5lin mYlliflYri EidmYt tY_:il0t1n1 i:i y5rY: ist5hl0:1 n grnYn vY grnmYz >l0n hissYlYrY ay1r1r. M>d5ldY Ys0sYn, m0r:5tinq b0E1m1nd0n grnYn hissY by: YhYmiyyYt :Ysb 5dir. Bu hissY EidmYtlYri tY:lif 5dYn Yl0qY h5yYtindYn vY EidmYt pr>s5si b0_ v5rYn m0ddi mhitdYn ib0rYtdir. M>d5lY Ys0sYn, B ist5hl0:1s1 :imi nYzYrdY tutulan vY EidmYt pr>s5si z0m0n1  ist5hl0:1s1 ilY y0n0_1 fY0liyyYt gstYrYn digYr ist5hl0:1l0r1n :5yfiyyYt E0r0:t5risti:0l0r1 EidmYt pr>s5sinY vY mumi q0vr0y1_0 E5yli tYsir gstYrY bilYr. M0r:5tinq zrY m5n5c5r m>d5lin mYntiqinY uyun >l0r0q, ist5hs0l s0hYsindY istif0dY >lun0n YnYnYvi m0r:5tinq str0t5giy0l0r1nd0n b0_q0 (mYhsul, qiymYt, :>mmuni:0siy0l0r, bl_drmY :0n0ll0r1) Yl0vY str0t5giy0n1 pl0nl0_d1r1b h0z1rl0m0l1d1r. M5n5c5r tY_:il0t1n grnYn hissYsi b0rYsindY d_nmYli vY ist5hl0:1n1n gYlYcY: EidmYt b0rYsindY mYyyYn tYsYvvr y0r0tm00 im:0n v5rYn m0ddi mhitini y0r0tm0l1d1r. dYtYn bu str0t5giy0 EidmYt b0_ v5rYn mY:0n1n int5ry5rinin vY y0 diz0yn1n1n y0r0d1lm0s1 ilY r50ll0_1r. M5n5c5r EidmYt pr>s5sindY ist5hl0:1l0rl0 tYm0sd0 >l0n h5yYtin d0vr0n1_1n1n mYyyYn st0nd0rtl0r1n1 tYmin 5tmYlidir. HYy0td0 bu str0t5giy0 h5yYtin tYlimatland1r1lmas1 vY Ysasland1r1lmas1 ilY r50ll0_1r. NYh0yYt, m5n5c5r ist5hl0:1l0r1n 5lY tY_:ilini d_nmYlidir :i, >nl0r1n hYr biri znn ist5hl0:1 qrupl0r1 0r0s1nd0 y5rlY_sin. Str0t5giy0ya nmunY olaraq 0vi0_ir:YtlYrdY 5:>n>m vY bizn5s-:l0ssl0r1n mvcudluunu gstYrmY: >l0r. %idmYt m0r:5tinqinin fr0ns1z m>d5li btn dny0d0 g5ni_ nfuz0 m0li:dir. MYsYlYn, bu m>d5l EidmYt m0r:5tinqinin S:0ndin0viy0 mY:tYbindY g5ni_ mz0:irY >lunmu_dur. Model s>n illYrdY B^-d0 nY_r >lun0n dYrsli:lYrdY 0m5ri:0n EidmYt m0r:5tinqinin :>ns5ptu0l Ys0s1 :imi istif0dY edilir. F.>tl5rin m5hm0nE0n0 vY turizm EidmYtlYri m0r:5tinqinY hYsr >lunmu_ y5ni :it0b1nd0 d0 0d1 Y:ilYn m>d5ldYn nYzYri Ys0s :imi istif0dY >lunmu_dur. M>d5lin g5ni_ istif0dY >lunm0s1n1n Ys0s sYbYbi :imi >nun tYcrbYdYn kediyini q5yd 5tmY: >l0r, n:i m>d5lin Ys0s1n1 EidmYt m0r:5tinqinin pl0nl0_d1r1lm0s1 z0m0n1 istif0dY >lun0n Ys0s nYz0rYt 0millYri (Yl0qY h5yYti, m0ddi mhit vY digYr ist5hl0:1l0r) tY_:il 5dir. .Qr5nr>s m>d5li. risti0n Qr5nr>s EidmYt m0r:5tinqinin ^im0l mY:tYbinin Yn t0n1nm1_ nm0yYndYsidir. Bu mY:tYb EidmYt m0r:5tinqi s0hYsindY isv5 vY fin iqtis0di mY:tYblYrinin 0limlYrinin tYdqiq0tl0r1 ilY tYmsil >lunur. Qr5nr>s m>d5li D.R0tm5l, elYcY dY P.qliy5n vY Y. L0ng50rd m>d5llYrinY Ys0sl0n1r. ^im0l mY:tYbinin m0r:5tinq nYzYriyyYsinY Ys0s thfYsi EidmYt m0r:5tinqinin t5rmin>l>giy0s1n1n :>ns5ptu0l Ysaslar1n1n h0z1rl0nm0s1ndan vY 5lmi dilY d0Eili m0r:5tinq, EidmYtin :5yfiyyYti vY int5r0:tiv m0r:5tinq :imi :>ns5psiy0l0r1n d0Eil 5dilmYsindYn ibarYt >lmu_dur. D.R0tm5l tYrYfindYn m0r:5tinqin Yl0vY fun:siy0s1 :imi 0dl0nd1r1lan ifadYni .Qr5nr>s EidmYtlYrY tYtbiq >lun0n int5r0:tiv m0r:5tinq kimi dYyYrlYndirmi_dir. Int5r0:tiv m0r:5tinq ist5hl0:1 ilY EidmYt firm0s1n1n h5yYti 0r0s1nd0 b0_ v5rYn q0r_1l1ql1 Yl0qYlYr pr>s5sinY ynYldilir. .Qr5nr>sun fi:rincY , EidmYtin :5yfiyyYti mYhz int5r0:tiv m0r:5tinq pr>s5sindY y0r0d1l1r vY int5r0:tiv m0r:5tinqin Ys0s vYzifYsi  :5yfiyyYtli EidmYt st0nd0rtl0r1n1n y0r0d1lm0s1 vY q>runm0s1d1r. Bur0d0 Ys0s 0millYr :imi :5yfiyyYtli EidmYt pr>s5si vY EidmYt gstYrYn h5yYtin d0vr0n1_1 1E1_ 5dir. Bu 0millYrY str0t5ji tYsirin mm:n >lm0s1 n .Qr5nr>s i:i Yl0vY :>ns5psiy0d0n: EidmYtin :5yfiyyYtinin fun:si>n0l-instrumental m>d5lindYn vY d0Eili m0r:5tinq :>ns5psiy0s1nd0n istif0dY 5dir. %idmYtin :5yfiyyYtinin fun:si>n0l-instrum5nt0l m>d5linY Ys0sYn, ist5hl0:1 n y0ln1z EidmYt pr>s5sindY YldY 5tdiyi f0yd0l0r d5yil (instrum5nt0l :5yfiyyYt), hYm dY bu pr>s5sin n5cY b0_ v5rmYsi (fun:si>n0l :5yfiyyYt) v0cibdir. .Qr5nr>sun fi:rincY, EidmYtin fun:si>n0l :5yfiyyYtini y0r0tm0q n m5n5c5rlYr d0Eili m0r:5tinq str0t5giy0s1n1 (int5qr0l m0r:5tinq) in:i_0f 5tdirmYlidirlYr. D0Eili m0r:5tinq firm0n1n Yl0qY h5yYtinY ynYldilir vY EidmYtin fun:si>n0l :5yfiyyYtinin y0r0nm0s1n0 im:0n v5rYn YmYyin m>tiv0siy0 vY tY_:il0ti _Yr0itinin y0r0d1lm0s1 n nYzYrdY tutulur. .Qr5nr>s d0Eili mYhsul (i_), d0Eili ist5hl0:1 (firm0n1n h5yYti) :imi t5rminlYrdYn istif0dY 5tmi_dir. limin m>d5linY Ys0sYn, :5yfiyyYtli EidmYti E0rici ist5hl0:1y0 s0tm0zd0n YvvYl >nu d0Eili ist5hl0:1y0, yYni firm0n1n h5yYtinY, s0tm0q l0z1md1r. M.Bitn5rin m>d5li. m5ri:0n1n m0r:5tinq mY:tYblYri 1960-c1 illYrdY J.M0::0rti tYrYfindYn tY:lif >lun0n 4P m>d5lindYn 1E1_ 5dirlYr. %idmYt s0hYsi n bu m>d5lin 7P -yY qYdYr atd1r1lm0s1 riz>n0 Univ5rsit5ti nYznindY:i %idmYt m0r:5tinqinin tYdqiqi MYr:Yzinin tYdqiq0t1s1 >l0n M.Bitn5rY mYEsusdur . nYnYvi 4P y0n0_m0s1 zndY tY_:il0t n nYz0rYt >lun0n drd m0r:5tinq 0milini: mYhsul, qiymYt, bl_drmY :0n0ll0r1 vY :>mmuni:0siy0 5l5m5ntlYrini (Pr>dujt, Prij5, Pl0j5, Pr>m>ti>n) Y:s 5tdirir. TY_:il0t1n Ys0s vYzifYsi  bu 5l5m5ntlYrdYn 5lY mYh0rYtlY istif0dY 5tmY:dir :i, >nl0r mYqsYd b0z0rl0r1n0 rYqiblYrin 5l5m5ntlYrindYn d0h0 5ff5:tiv tYsir gstYrY bilsinlYr. %idmYL  | @ D \ ɸvbO@@@2hhk!hrc56CJaJhhk!hrcCJOJQJaJ$hrchrcCJOJQJaJmH,sH,'hrchrc5CJOJQJaJmH,sH,!hrc5CJOJQJaJmH,sH,hrc5CJOJQJaJhhk!hrc5CJOJQJaJ'hrchrc5CJOJQJaJmH sH !hrc5CJOJQJaJmH sH hhk!hrc5CJaJ*hhk!hrc5;CJOJQJaJmH sH 'hhk!hrc5CJOJQJaJmH sH JL | B D \ z$ d`a$gd1E$ & Fd^a$gd1E$d`a$gd1E$dh`a$gdrc$d`a$gdX$ & F^a$gdX $dha$gdrc $dha$gdrc2T0@$d$Ifa$gd1E $^a$gd1E $^a$gd1E$d`a$gd1E$ & F 8Wd^`Wa$gd1E 8<TXZfhtx,.xz "26>@Bdjvxz "468JRT\bjlnhrchrcCJOJQJaJhrchrc5CJOJQJaJ h@zhrc"hrchrc56CJOJQJaJL[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrc:<VX[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrcXZhvx[JJJJ$d$Ifa$gd1Ekdl$$Ifl\#C[ t0644 laytrc[JJJJ$d$Ifa$gd1Ekd"$$Ifl\#C[ t0644 laytrc.z[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrcJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrc "YHHHH$d$Ifa$gd1EkdD$$IflX\#C[ t0644 laytrc46@[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrc@Bfhjx[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrcxz[JJJJ$d$Ifa$gd1Ekdj$$Ifl\#C[ t0644 laytrc"6[JJJJ$d$Ifa$gd1Ekd $$Ifl\#C[ t0644 laytrc68LNPR[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrcRT^`bl[JJJJ$d$Ifa$gd1Ekd$$Ifl\#C[ t0644 laytrcln[JJ99$ da$gd1E$d`a$gd1EkdB $$Ifl\#C[ t0644 laytrcn D b!d!!!8":""".#0###$$$KKLLNLMM:OP@QBQRRRĵ}}}}}}mhhk!hrc6CJOJQJaJ h@zhrch@zhrcCJOJQJaJhrchrc5CJOJQJaJ" jhrchrcCJOJQJaJhrchrcCJOJQJaJh@zhrc5CJOJQJaJhrc5CJOJQJaJhhk!hrc5CJOJQJaJhhk!hrcCJOJQJaJ'  D !!!`""`####P$$$d$If`a$gd1E$ & Fd$If^a$gd1E$d$Ifa$gd1E$ da$gd1E$$$&'*-/1459|;?A EFH$d`a$gd1Ehkd $$Ifl$c% t0644 laytrcHKKK*LLLNL@{kdu $$Ifl0E$ t0644 laytrc$d$Ifa$gd1E$d`a$gd1E$d`a$gd1E$d`a$gd1ENLLMM N:Ov{kd $$Ifl0E$ t0644 laytrcd$Ifgd1E:OPP@Qvvd$Ifgd1E{kd. $$Ifl0E$ t0644 laytrc@QBQRR SpSrSsbSFF $da$gd1E$d^a$gd1E$d`a$gd1E$d`a$gd1E{kd $$Ifl0E$ t0644 laytrcRS SrS0T2TXX```2a4aaaaaazb|bcccJdLdgghRhThVhЦrbRh@zhrc5CJOJQJaJhpjhrc5CJOJQJaJ$hpjhrcCJOJQJaJmH sH hpjhrcCJOJQJaJ"hpjhrc56CJOJQJaJ'hpjhrc5CJOJQJaJmH,sH, h@zhrch@zhrcCJOJQJaJhhk!hrc5CJOJQJaJhhk!hrcCJOJQJaJhhk!hrc;CJOJQJaJrS0T2TXTTUzUVVWXs$d$Ifa$gd1EjkdT $$Ifl$$ t0644 lalytrc$d$Ifa$gd1E XXX[H_ ``4aNaraauhWWW$d$Ifa$gd1E $da$gd1E$d^a$gd1E$d`a$gd1Ejkd $$Ifl$$ t0644 lalytrc aaaaakZZZ$d$Ifa$gd1Ekd`$$Ifl4'FD% t0D%6    44 lalytrcaaa.bzbkZZZ$d$Ifa$gd1Ekd*$$Ifl4FD%   t0D%6    44 lalytrczb|bbNccl[[[$d$Ifa$gd1Ekd$$IfllFD% t0D%6    44 lalytrcccc dJdl[[[$d$Ifa$gd1Ekd$$IfllFD% t0D%6    44 lalytrcJdLdNdggl[J9$1d`1a$gd1E$1d`1a$gd1E$d`a$gd1Ekd\$$Ifl~FD% t0D%6    44 lalytrcghhRhThVhbhph`kd$$Ifl4B0x D%`  t0%644 laytrc$d$Ifa$gd1E $da$gd1EVhphrhhhhh*i,i.i0isssbM? dgd1E$ 1d`1a$gd1E$d`a$gd1E$1d`1a$gd1E{kd*$$Ifl0 $yy t0644 laytrc>ٓ.<R"bx$ da$gd1E$ Wd`Wa$gd1E$ d`a$gd1E$ 1d`1a$gd1E< PR "`bvx | >2?4?AAAAB.B0B2B4B6B̷.jhWM/hrcB*CJOJQJUaJphjhrcUmHnHuhrcB*CJOJQJaJph(jhrcB*CJOJQJUaJph%hhk!hrcB*CJOJQJaJphIIIUhhk!hrc5CJOJQJaJhhk!hrcCJOJQJaJ0 ~4?AA8B:BBBB.C>DGJ$ 1d`1a$gd1E$ da$gd1E$ da$gd1E$ 1d`1a$gd1Et s0hYsi n M.Bitn5r bu m>d5li Yl0vY >l0r0q 3 P ilY: pr>s5s, m0ddi dYlil vY ins0nl0r (Pr>j5ss, Physij0l 5vid5nj5, P5>pl5) ilY t0m0ml0m01 tY:lif 5tdi. d1 Y:ilYn m>d5llYr mYqsYd ist5hl0:1s1n0 ynYlir. YYni m0r:5tinq zrY m5n5c5r m>d5lin 5l5m5ntlYrindYn ist5hl0:1y0 tYsir 5tmY: n istif0dY 5dir. M.Bitn5rin m>d5lindY q5yd >lun0n 5l5m5ntlYr EidmYtlYrin sp5sifi: EsusiyyYtlYrini nYzYrY 0lm0ql0 mYyyYnlY_ir. MYntiqinY grY bu m>d5l D.R0tm5l, P.qliy5, Y.L0ng50rd, .Qr5nrs m>d5llYrinY uyundur.  SHAPE \* MERGEFORMAT  mtYYlYr %idmYtlYr ^Y:il 2.1. D.M0::0rtinin 4P vY M.Bitn5rin 7P m>d5llYri .L0vl>:un m>d5li. .L0vl>:un tY:lif 5tdiyi y0n0_m0 d0h0 g5ni_dir . nun tY:lif 5tdiyi 8P m>d5linin Ys0s :>mp>n5ntlYri 0_01d0:1l0rd1r: - MYhsul. HYr _5ydYn YvvYl, m5n5c5r - m0r:5t>l>ql0r n Ys0s mYhsulun (YmtYY vY y0 EidmYtin) E0r0:t5risti:0l0r1n1 vY EidmYtin :5yfiyyYtli tY:lif 5dilmYsi n bir s1r0 Yl0vY s5rvis 5l5m5ntlYrini mYyyYn 5tmY: l0z1md1r. yni z0m0nd0, ist5hl0:1l0r1n YldY 5tmY: istYdi:lYri f0yd0l0r1 vY rYqiblYr tYrYfindYn tY:lif >lun0n 0n0l>ji EidmYtlYri nYzYrY 0lm0q l0z1md1r. - MY:0n vY v0Et. Ist5hl0:1l0r0 EidmYt gstYrilmYsi mYyyYn mY:0n vY v0Et1n s5ilmYsi ilY b0l1 olub, fizi:i vY y0 5l5:tr>n s0t1_ :0n0ll0r1nd0n istif0dYni nYzYrdY tutur. l5:tr>n nv0n vY Int5rn5tin :mYyilY EidmYtlYr ist5hl0:1y0 :ib5rmY:0nd0n 0td1r1l0 bilYr. Bu EidmYtlYri ist5hl0:1 z n d0h0 Ylv5ri_li >l0n y5rdY vY z0m0nd0 istif0dY 5dY bilYr. %idmYtlYrin tY:lif 5dilmYsi str0t5giy0s1n1n r50ll0_m0s1nd0 ist5hl0:1 n srYt vY v0Et ilY mY:0n1n r0h0tl11 Ys0s 0millYrdYn h5s0b >lunur. - Pr>s5s. MYhsull0r1n y5ni 5l5m5ntlYrinin y0r0d1lm0s1 vY >nl0r1n ist5hl0:1l0r0 tY:lif 5dilmYsi sYmYrYli t5En>l>ji pr>s5slYrin i_lYnilmYsini vY r50ll0_m0s1n1 tYlYb 5dir. T5En>l>ji pr>s5s s5rvis YmYliyy0t sist5mlYrinin i_lYmYsinY :mY: 5dYn YmYliyy0tl0r1n 0rd1c1ll11n1 vY m5t>di:0s1n1 nYzYrdY tutur. Y0E_1 pl0nl0_d1r1lm0y0n t5En>l>ji pr>s5slYr ist5hl0:1l0r1n n0r0z1l11n0 sYbYb >lur. - MYhsuld0rl1q vY :5yfiyyYt. MYhsuld0rl1q  istif0dY >lun0n r5sursl0r1n nY dYrYcYdY ist5hl0:1 n dYyYrli >l0n nYticYyY 5vrilmYsini tYsvir 5dYn gstYricidir. 5yfiyyYt - EidmYtin ist5hl0:1n1 h0ns1 dYrYcYdY q0n5 5tmYsini, >nun tYlYb0tl0r1n1 nY qYdYr y5rinY y5tirmYsini, >nun midlYrinY nY qYdYr c0v0b v5rmYsini Y:s 5tdirir. %idmYtin :5yfiyyYti >nu rYqiblYrin tY:lif 5tdiyi EidmYtlYrin 0r0s1nd0 uurl0 fYrqlYndirmYyY vY d0imi m_tYrilYrini f>rm0l0_d1rm00 im:0n v5rir. MYhsuld0rl1q vY :5yfiyyYtY t0m bir v0rl1q :imi bir y5rdY b0E1lm0l1d1r. B0z0rd0 rYq0bYt stnlyn YldY 5tmY: n EidmYt sf5r0s1n1n _ir:YtlYri EYrclYr ilY gYlirlYr 0r0s1nd0 zYruri b0l0ns1 q>rum0q _YrtilY EidmYtlYrin mYhsuld0rl11n1 vY :5yfiyyYtini y:sYltmYyY 0l1_m0l1d1l0r. - H5yYt. Bir >E EidmYt nvlYri m_tYri ilY firm0n1n h5yYti 0r0s1nd0 birb0_0 _YEsi Yl0qYlYrin qurulm0s1n1 nYzYrdY tutur (mYsYlYn, r5st>r0nd0 n0h0r 5tmY:, bYrbYrE0n0 EidmYtlYri). Bu q0r_1l1ql1 Yl0qYlYr nYticYsindY ist5hl0:1d0 EidmYtin :5yfiyyYti h0qq1nd0 mYyyYn tYsYvvr y0r0n1r. Ist5hl0:1l0r1n EidmYtin :5yfiyyYti b0rYsindY fi:ri Ys0sYn EidmYt5dici h5yYtin fY0liyyYtinin qiymYtlYndirilmYsinY Ys0sl0n1r. Uurl0 fY0liyyYt gstYrYn s5rvis mYssisYlYri m_tYrilYrlY bil0v0sitY tYm0sd0 >l0n h5yYtin s5ilmYsi, i_Y gtrlmYsi, tYlimatland1r1lmas1 vY hYvYslYndirilmYsi n by: sYylYr gstYrir. - R5:l0m vY tYlim. R5:l0m EidmYt sf5r0s1 mYssisYsinin m0r:5tinq str0t5giy0s1n1n h0z1rl0nm0s1nd0 mhm y5r tutur. %idmYt sf5r0s1nd0 r5:l0m bir s1r0 fun:siy0l0r1 y5rinY y5tirir: ist5hl0:1n1 zYruri >l0n mYlum0tl0rl0 tYmin 5dir, p5_Y:0r mYslYhYtlYrindYn istif0dY 5tmYyY im:0n y0r0d1r, mYqsYd ist5hl0:1l0r1n1 mYyyYn mYhsulun stnl:lYrinY in0nd1r1r vY m_tYrilYri hYr h0ns1 bir hYrY:Yti 5tmYyY hYvYslYndirir. %idmYt m0r:5tinqindY, Ys0sYn dY y5ni m_tYrilYrin cYlb 5dilmYsindY, inf>rm0siy0n1n Y:sYr hissYsi maariflYnmY E0r0:t5ri d0_1y1r. ^ir:YtlYr m_tYrilYrY tY:lif 5tdi:lYri EidmYtlYrin f0yd0s1n1 nm0yi_ 5tmYyY, bu EidmYtlYrdYn nY v0Et vY n5cY istif0dY 5tmYyi vY EidmYtlYrin tY:lif >lunm0s1 pr>s5sindY nY cr i_tir0: 5tmYyi b0_0 s0lm00 0l1_1rl0r. B5lY inf>rm0siy0 i_ilYr tYrYfindYn vY y0 mEtYlif :tlYvi inf>rm0siy0 v0sitYlYrinin :mYyilY y0y1l0 bilYr. - M0ddi dYlillYr. Bin0n1n E0rici grn_, Ytr0f Yr0zinin sYliqY-sYhm0n1, nYqliyy0t v0sitYlYri, mY:0n1n d0Eili diz0yn1, 0v0d0nl1q, _ir:Ytin i_ilYri, r5:l0m, 0p m0t5ri0ll0r1 vY digYr vizu0l inf>rm0siy0 _ir:Ytin gstYrdiyi EidmYtin :5yfiyyYtinin m0ddi dYlili, sbutudur. S5rvis mYssisYlYri bu dYlillYrY >E ciddi y0n0_m0l1d1r, n:i >nl0r tY:lif 5dilYn EidmYtlYrin :5yfiyyYti b0rYsindY ist5hl0:1l0rd0 f>rm0l0_0n rYyY gcl tYsir gstYrirlYr. gYr hYr h0ns1 bir _ir:Ytin tY:lif 5tdiyi EidmYtlYri n m0ddi, duyul0n 5l5m5ntlYr 0zl1q tY_:il 5dirsY, mYsYlYn, hYy0t1n s1>rt0l0nm0s1 ilY Yl0qYli >l0n EidmYtlYr, >nd0 >, z r5:l0m1nd0 hiss >lun0n, YhYmiyyYtli simv>ll0rd0n istif0dY 5tmYlidir. Mis0l n, b5lY r5:l0ml0rd0 YtirdYn istif0dY 5tmY:  md0fiY, q0l0d0n istif0dY 5tmY: isY  tYhl:Ysizli: mYn0s1n1 d0_1y1r. - QiymYt vY EidmYt _ir:Ytinin m_tYrilYrinin digYr EYrclYri. QiymYt vY EidmYt _ir:Ytinin m_tYrilYrinin digYr EYrclYri ist5hl0:1l0r1n YldY 5tdi:lYri f0yd0l0r1n YvYzinY Y:di:lYri EYrclYrin id0rY 5dilmYsi ilY s1E Yl0qYlidir. Bu s0hYdY m5n5c5rlYrin hdYli:lYri qiymYt siy0sYtinin YnYnYvi vYzifYlYri >l0n pYr0:YndY s0t1_ qiymYtlYrinin tYyin 5dilmYsi, s0t1_ 0rt1r1ml0r1n1n vY :r5ditlYrin v5rilmYsi _YrtlYrinin mYyyYnlY_dirilmYsi ilY mYhdudl0_m1r. %idmYt sf5r0s1n1n m5n5c5rlYri 5yni z0m0nd0 >nl0r1n tY:lif 5tdi:lYri EidmYtlYri YldY 5dYr:Yn ist5hl0:1l0r1n Y:di:lYri digYr EYrclYri dY (mvYqqYti, z5hni, fizi:i EYrclYri, E>_0gYlmYz sYslYri vY y0 q>Eul0r1) minimum sYviyyYsinY 5ndirmYyY 0l1_m0l1d1l0r. F.>tl5r m>d5li. F.>tl5r tY_:il0td0Eili :>mmuni:0siy0 pr>s5slYrinin vY mn0sibYt m0r:5tinqi :>ns5psiy0s1n1n tYdqiq0tl0r1n0 Ys0sl0n0r0q, EidmYt m0r:5tinqindY q0r_1l1ql1 Yl0qYdY >l0n v0hidlYri fYrqlYndirmYyi tY:lif 5tmi_dir: firm0n1n rYhbYrliyi, Yl0qY h5yYti vY ist5hl0:1l0r1 . ^Y:il 2.2 - dY tYqdim >lun0n :>ns5psiy0y0 uyun >l0r0q, bu Ys0s v0hid nYz0rYt >lun0n hYlqYlYri y0r0d1r: firm0 - ist5hl0:1, firm0 - h5yYt vY h5yYt  ist5hl0:1. %idmYt tY:lif 5dYn firm0n1n m0r:5tinqini sYmYrYli id0rY 5tmY: n bu hYlqYyY ynYldilYn str0t5giy0n1 in:i_0f 5tdirmY: l0z1md1r. nYnYvi m0r:5tinq str0t5giy0s1 firm0-ist5hl0:1 hYlqYsinY ynYlir vY qiymYtq>ym0, :>mmuni:0siy0 vY bl_drmY :0n0ll0r1 ilY b0l1 >l0n mYsYlYlYrlY Yl0qYd0rd1r. D0Eili m0r:5tinq str0t5giy0s1 firm0-h5yYt hYlqYsinY ynYlir vY h5yYtin ist5hl0:1l0r0 :5yfiyyYtli EidmYt gstYrmYsi n hYvYslYndirilmYsi ilY b0l1d1r. Int5r0:tiv m0r:5tinq str0t5giy0s1 h5yYt-ist5hl0:1 hYlqYsinY ynYlir vY h5yYtlY ist5hl0:1l0r1n q0r_1l1ql1 Yl0qYsi pr>s5sindY b0_ v5rYn EidmYtin :5yfiyyYtinY nYz0rYt ilY Yl0qYd0rd1r. BelYliklY, xidmYt m0r:5tinqinin b5ynYlE0lq :>ns5psiy0l0r1 mEtYlif l:YlYri tYmsil 5dYn tYdqiq0t1l0r tYrYfindYn h0z1rl0nm0s1na vY mEtYlif prinsiplYr zrY qurulm0s1n0 b0Em0y0r0q, btn m>d5llYrY mumi stru:tur vY :>ns5ptu0l 5l5m5ntlYr E0sd1r. BelY ki, YvvYla, btn m>d5llYrdY EidmYtin mYhsul :imi sp5sifi: EsusiyyYtlYri nYzYrY 0l1n1r. Bu vY y0 digYr dYrYcYdY s0d0l0n0n :>ns5psiy0l0rd0 EidmYtlYrin duyulm0zl11, mYnbYdYn 0yr1lm0zl11, q>runm0m0zl11, :5yfiyyYtinin q5yri-s0bitliyi ehtimal olunur. I:incisi, btn m>d5llYrdY EidmYt m0r:5tinqinin    D0Eili m0r:5tinq nYnYvi m0r:5tinq       Int5r0:tiv m0r:5tinq ^Y:il 2.2. F. >tl5rin EidmYt m0r:5tinqinin buc0ql1 m>d5li h5yYt, EidmYt pr>s5si vY EidmYtin m0ddi sbutl0r1 :imi str0t5ji 0millYrinY Esusi diqqYtin y5tirilmYsi tvsiyY >lunur. ncs, :>ns5psiy0l0r1n Y:sYr hissYsindY EidmYt m0r:5tinqinin id0rY 5dilmYsi n Yl0vY str0t5giy0l0rd0n istif0dY 5dilmYsinin zYruriliyi tYsdiq 5dilir. B5lY Yl0vY str0t5giy0l0r0 d0Eili m0r:5tinq vY int5r0:tiv m0r:5tinq str0t5giy0l0r1 0id olunur. SUAL - 3. XidmYt sferas1nda masir marketinq konsepsiyalar1 MarketinqY xas olan fYaliyyYt mYqsYdlYrinin, vYzifYlYrinin, funksiyalar1n1n vY nvlYrinin mxtYlifliyi xidmYt sferas1nda biznesin vahid Ysaslarla apar1lmas1n1 tYlYb edir. Bu Ysas 6 masir marketinq konsepsiyas1ndan biridir. HYr bir konsepsiya marketinq vY btn sahibkarl1q vY biznesin xsusi ideologiyas1 kimi baxmaq olar. XidmYt sferas1nda marketinq konsepsiyalar1n1 a_a1dak1 kimi qrupla_d1rmaq olar: 1.XidmYt mYssisYsinin fYaliyyYtinin tYkmillY_dirilmYsi konsepsiyas1. Bu konsepsiya YslindY istehsal konsepsiyas1na yax1n olub onu nYzYrdY tutur ki, istehlak1lar a_a1 qiymYtlYr zndYn Ylatan xidmYtlYrY maraql1d1rlar. Bu zaman istehsal1 mYssisYnin Ysas vYzifYsi qiymYtin a_a1 sal1nmas1 n Ysas kimi iqtisadi fYaliyyYt gstYricilYrinin yksYldilmYsi say1l1r. Bu konsepsiyan1n istifadYsini insan1n Ysas tYlYbat1n1n dYnildiyi, tez-tez vY dYfYlYrlY istehlak olunan ktlYvi xidmYtlYrY tYtbiq etmYk mYqsYdYuyundur. BYzYn bu konsepsiya Yhalinin mYhdud al1c1l1q qabiliyyYti _YraitindY yeganY mmkn konsepsiya say1l1r(a_a1 gYlir sYviyyYsinin istehlak1lara bahal1 xidmYtlYrY dYmYk imkan1 olmad1qda). 2. XidmYtlYrin tYkmillY_dirilmYsi konsepsiyas1. Bu konsepsiya YmtYY konsepsiyas1na ox_ard1r vY istehlak1n1n yksYk keyfiyyYtli xidmYtY stnlk verilmYsini nYzYrdY tutur. Bu konsepsiya xidmYt istehlak1n1n nizams1z xarakter da_1d11 vaxtlarda Ysas olmayan xidmYtlYr istehsal1 sferas1nda tYtbiq olunur. Bu konsepsiyan1n mYqsYdYuyun istifadY nmunYsi _ou-biznes sferas1 say1l1r ki, burada da bir istehlak1 xidmYti bir vY ya bir neY dYfY istehlak edY bilYr. Bu halda hYtta mYhdud al1c1l1q qabiliyyYti olduqda belY, istehlak1 bahal1 xidmYt dYni_i imkan1n1 tapa bilYr. BelYliklY, xidmYtlYrin tYkmillY_dirilmYsi konsepsiyas1 istehlak1lar1n bir hissYsinin yksYk keyfiyyYtli konkret fYrdi xidmYtlYrY ehtiyac1 mvcud olduu vaxtlarda tYlYbin yksYk fYrdilY_dirilmYsi _YraitindY mYqsYdYuyundur. 3.Kommersiya fYaliyyYtinin intensivlY_dirilmYsi konsepsiyas1. Bu konsepsiya YmtYY bazar1 n tipik olan sat1_ konsepsiyas1na ox_ard1r. Bu konsepsiya nYzYrdY tutur ki, YgYr istehlak1 intensiv stimulla_d1rma metodlar1n1n kmYyilY hYvYslYndirilmirsY, kifayYt miqdarda xidmYt YldY olunmayacaq. nYnYvi stimulla_d1rma metodlar1n1n kmYyilY(_Yxsi sat1_,reklam) yana_1, xidmYt sferas1 mYssisYsinY, onun imici nY mnasibYtdY Ylveri_li ictimai rYylY _YrtlYnYn stnlklYr istifadY olunur. 4. nYnYvi marketinq konsepsiyas1. Bu konsepsiyan1n Ysas mddYas1 YmtYY bazar1nda istifadY olunan yana_ma ilY eynidir. Bu konsepsiya nYzYrdY tutur ki, xidmYt sferas1 mYssisYsi tYdqiqatlar1n kmYyilY mYqsYd bazar istehlak1lar1n1n ehtiyac vY sorular1n1 rYqiblYrY nisbYtYn daha yax_1 sullarla a_kara 1xar1r vY dYyir. 5. Sosial-etik marketinq konsepsiyas1. MYlumdur ki, YmtYY bazar1nda tYtbiq olunan ox_ar konsepsiya YnYnYvi marketinq konsepsiyas1n1n tYkmil variant1 say1l1r, nki o, ayr1ca fYrdin deyil, btvlkdY cYmiyyYtin tYlYbat1n1 vY mara1n1 nYzYrY al1r. XidmYt bazar1nda sosial-etik marketinq konsepsiyas1 a_a1dak1larla _YrtlYnir: xidmYt sahYlYrinin fYaliyyYtinin sosial istiqamYtliliyi ilY. Bu, geni_ dairYli ictimai-YhYmiyyYtli problemlYrin hYlli n _Yrait yarad1l1r; sahibkar1n sosial mYsuliyyYtinin vY etikas1n1n tYsdiqinY kmYk edYn vY mYssisYnin imicinin formala_mas1n1n Ysas amili say1lan elementlYrlY; hYr vaxt sosial-etik prinsiplYri istifadY edYn zYrYrlY i_lYyYn tY_kilatlar1n fYaliyyYti ilY 6. Qar_1l1ql1 tYsir marketinqi. Bu konsepsiyan1n mahiyyYti ondan ibarYtdir ki, marketinqin idarYetmY obyekti mYcmu qYrar deyil, al1c1larla vY xidmYtin gstYrilmYsi prosesinin digYr i_tirak1lar1 ilY mnasibYtlYr olur. NYticYdY tYmas vYziyyYtlYrini, daha dorusu, xidmYt istehsal1s1n1n istehla1ya z xidmYt keyfiyyYtini nmayi_ etdirmYk imkan1na malik olmaq vYziyyYtlYrini idarY etmYk laz1md1r. 4. XidmYt marketinqi kompleksinin elementlYri Marketinq fYaliyyYtinin miqyas1 marketinq-miks adland1r1lan marketinq kompleksi ilY mYyyYn edilir. Marketinq-miks  dYyi_kYn marketinq amillYrinin nYzarYtY mYruz qalan dYsti say1l1r ki, bunun da mYcmusunu firma mYqsYdli bazar tYrYfindYn arzu olunan cavab reaksiyas1na sYbYb olmaa cYhd edYrkYn istifadY edir. mtYYyY ynYldilmi_ YnYnYvi marketinq-miksY drd Ysas element daxildir: YmtYY,qiymYt,yay1lma vY stimulla_d1rma metodlar1. BYzi dzYli_lYrlY bu elementlYr xidmYt marketinqindY dY tYtbiq olunur. Lakin xidmYt sferas1nda digYr dYyi_Yn amillYr dY vard1r ki, bunlardan da firma xidmYtY olan tYlYbY tYsir gstYrmYk n istifadY edY bilYr. Onlara xidmYt sferas1n1n i_ilYri vY m_tYrilYr, xidmYt gstYrilYn faktiki mhit vY xidmYtin gstYrilmYsi prosesinin z daxildir. 0ndi isY onlar1 mfYssYl olaraq nYzYrdYn keirYk. 1.XidmYt. XidmYt sferas1nda  YmtYY marketinqi komleksinin elementi zndY mYyyYn xidmYt  zYrfi YrivYsindY tYklif olunan xidmYt gstYrilmYsinin mxtYlifliliyini vY taml11n1 ehtiva edir. XidmYtlYr dYsti vY onlar1n keyfiyyYti mYqsYdli bazar seqmentinin tYlYblYrinY uyun olmal1 vY YlavY xidmYtlYri, sat1_dan sonrak1 xidmYti vY zYmanYtlYri zndY birlY_dirmYlidir. Marketinq-miks bu elementinY hYm dY maddi resurslar1n YksYr hissYsi daxil edilir. 2. QiymYt. Firman1n qiymYt siyasYti zndY a_a1dak1lar1 birlY_dirir: preyskurant1n tYrtib edilmYsi, gzY_tlYrin mYyyYn edilmYsi, dYni_ _YrtlYrinin i_lYnib haz1rlanmas1. XidmYt sferas1nda bu prosedur YmtYY sferas1nda olduundan daha mrYkkYbdir. Bu, tYlYbin idarY edilmYsindY mhm rol oynay1r: eyni bir xidmYtin qiymYti gnn vaxt1ndan(mYsYlYn, kinoteatrda) vY ya ilin fYslindYn(mYsYlYn,mehmanxanada) as1l1 ola bilYr. QiymYt hYm dY gstYrilYn xidmYtin hYcmindYn as1l1 olaraq dYyi_Y bilYr. XidmYt sferas1nda qiymYtYmYlYgYlmY tYkcY al1c1l1q tYlYbinin sYviyyYsinY tYsir gstYrmir, o hYm dY al1c1lara keyfiyyYtlY bal1 mvafiq xidmYt gzlYntisini xYbYr verir. Bu xsusilY duyulmaz vY pe_Ykar xidmYtlYrY aiddir. QiymYt dYyYrlilik gstYricisi olduuna grY, xidmYt sferas1n1n mYssisYsi ox vaxt xYrclYrY deyil, dYyYrliliyY Ysaslanan qiymYt siyasYtindYn istifadY edir. 3. Yay1lma metodlar1. Bu element xidmYtlYrin yerlY_mYsinY vY blgsnY aiddir. Al1c1n1n tYsbit olunmu_ yerY cYlb olunmas1 vY ya ona xidmYtin atd1r1lmas1 barYdY qYrar hYr bir xidmYt nvnn bazar1ndan, qiymYtdYn, xYrc vY rYqabYtdYn as1l1d1r. BYzi xidmYtlYr birba_a evdY vY ya ofisdY yerinY yetirilir(mYsYlYn, evin tYmizlYnmYsi, hovuza xidmYt vY s.). XidmYtlYr yerlY_mY mvqeyinY bal1 vY yaxud xidmYtlYrin blnmYsi dYrYcYsindYn as1l1 olaraq bu xarakteristikalar1n kombinasiyas1n1 zndY ehtiva etmYklY sYyyar ola bilYrlYr. MYsYlYn, kompter mYlumat bazarlar1ndan informasiyalar1n tYqdim olunmas1 xidmYti telefon xYttinin olduu istYnilYn yerdY istifadY oluna bilYr. Restoran xidmYtlYri onun yerlY_mY mvqeyinY bal1 olsa da, franayzinq restoranlar1 bu mYhdudiyyYti a_a1 sal1r. MaliyyY xidmYtlYrinin gstYrilmYsi yerli nmayYndYliyin mvcudluunu tYlYb edir, lakin xidmYtlYrin Ysas hissYsi istYnilYn yerdY gstYrilY bilYr. XidmYtlYrin blgs kanallar1 agentlYri(mYsYlYn, s1orta) vY franayzinq partnyorlar1 (mYsYlYn, restoranlar _YbYkYsi) birlY_dirir. YerlY_mY mvqeyi haqq1nda qYrar1n qYbulu xidmYt sferas1 mYssisYsi n ox vacibdir, belY ki, xidmYtlYrin Ylatanl11 nYticY etibarilY _irkYtin uurunu hYll edir. 4. Stimulla_d1rma metodlar1. XidmYt sferas1nda reklam, pablik riley_nz, sat1_1n stimulla_d1r1lmas1, _Yxsi sat1_ kimi YnYnYvi stimulla_d1rma metdolar1ndan istifadY olunur. Lakin xidmYtlYrin interaktiv vY duyulmaz tYbiYti zndYn onlar1n hYyata keirilmYsi sullar1nda fYrqlYr mvcuddur. 5. 0_tirak1lar. Bu element xidmYtin meydana gYlmYsindY i_tirak edYn btn insanlar1 birlY_dirir: - mYyyYn al1c1n1; - YmYkda_lar1; - digYr al1c1lar1. 6.Fiziki Ytraf . Marketinq xidmYti kompleksindY fiziki Ytraf vacib vY Ysas xarakterik cYhYtlYrdYn say1l1r. BelY ki, xidmYt duyulmazd1r, onu qiymYtlYndirmYk Ytindir vY al1c1 ilk nvbYdY, bu elementin bina, avadanl1q vY hYyYt kimi hissYsi ilY tYmasda olur. MYsYlYn, daha ox xidmYtlYr paketi tYklif edYn  q1z1l kredit kart1. Ka1z1n keyfiyyYti, mYtnin tYrtibi, hYrflYrin _rift vY formas1 xidmYtin keyfiyyYtinY tYsir gstYrir. Fiziki Ytraf xidmYt konsepsiyas1n1 maddilY_dirir. Odur ki, xidmYt sferas1n1n mYssisYsinin marketoloqlar1n1n vYzifYsi fiziki Ytraf elementlYrinin i_lYnib haz1rlanmas1, planla_d1r1lmas1 vY nYzarYt say1l1r. 7.Proses. Bu element zndY xidmYt gstYrilmYsi n faktiki olaraq yerinY yetirilYn prosedur vY hYrYkYtlYri birlY_dirir. BelYliklY, proses zndY al1c1 n dYyYr yaradaraq marketinq kompleksinin btn elementlYrinin necY uzla_d1r1ld11n1 Yks etdirir. ProsesY kifayYt qYdYr diqqYt yetirilmYmYsi xidmYtlYrin pis keyfiyyYtinY vY istehlak1 tYlYbat1n1n dYnilmYsinY gYtirib 1xar1r. 5. %idmYtlYrin hYy0t dvr vY onun mYrhYlYlYri M0r:5tinqdY EidmYtlYrin b0z0rd0:1 rYq0bYtq0biliyyYtliliyinin din0mi:0s1n1 Y:s 5tdirYn Ys0s 0millYrdYn biri >nl0r1n hYy0t dvr h5s0b >lunur. %idmYtlYrin hYy0t dvr d5di:dY, >nl0r1n b0z0rd0 hYy0t q0biliyyYtli >lduql0r1 v0Et mddYti b0_0 d_lr. T0n1nm1_ m0r:5t>l>q Filip >tl5r q5yd 5dir :i, EidmYtlYrin hYy0t dvr mYyyYn mddYt YrzindY s0t1_1n hYcminin vY YldY >lun0n gYlirin dYyi_ilmYsi ilY E0r0:t5rizY >lunur :i, bu dYyi_mY f>rm0s1n0 grY zYngi E0t1rl0d0n Yyri ilY qr0fi:i tYsvir >lun0 bilYr. %idmYtlYrin hYy0t dvrnn 0_01d0:1 EsusiyyYtlYrini q5yd 5tmY: >l0r: 1. %idmYtlYrin z hYy0t q0biliyyYtliliyini q>ruduql0r1 mvYqqYti mYrhYlYlYrin mEtYlifliyinY b0Em0y0r0q, EidmYtin hYy0t dvrnn >rt0 mddYti m0ddi f>rm0s1 >l0n YmtYYlYrin 0n0l>ji gstYricilYrindYn d0h0 >EmddYtlidir. Bu, y5ni EidmYtlYrin 0Et0r1_1 vY EidmYtlYrin m>difi:0siy0s1 s0hYsindY >l0n by: im:0nl0rl0 iz0h >lunur. 2. %idmYtin btn mvcud>lm0 mddYti YrzindY Yn >E gYlir YldY 5tmYyY im:0n v5rYn mYrhYlYlYrin mddYti YmtYY b0z0r1 _Yr0iti ilY mq0yisYdY d0h0 uzunmdYtlidir. 3. S0bit gYlir YldY 5dilmYsi mddYtindYn ndY >l0n mYrhYlYnin mddYti :if0yYt qYdYr 0zd1r. Bunun Ys0s sYbYbi isY y5ni EidmYtin ist5hs0l1n1n YmY: tutumunun vY inv5stisiy0 EYrclYrinin 0z >lm0s1ndan ibarYtdir. 4. Ist5hl0:1l0r1n y5ni EidmYtY r50:siy0 v5rmYsinin q5yri-mYyyYnliyinin ris: dYrYcYsi YmtYYlYrlY mq0yisYdY d0h0 0zd1r. Bu, EidmYtin ist5hs0l1l0r1 ilY ist5hl0:1l0r1 0r0s1nd0 s1E Yl0qYlYrin >lm0s1 vY y5ni EidmYtlYrY ist5hl0:1l0r1n r50:siy0s1n1n dYrh0l y>El0nm0s1n1n mm:nly ilY iz0h >lunur. CYdvYl 2.9. %idmYtlYrin hYy0t dvrnn mYrhYlYlYri MYrhYlY%0r0:t5risti:0%idmYtlYrin h0z1rl0nm0s1Y5ni EidmYtin 0Et0r1_1, ist5hs0l1 vY b0z0r0 1Em0s1 n h0z1rl0nm0s1 hYy0t0 :5irilir%idmYtlYrin tYtbiqiIst5hl0:1l0r1n y5ni EidmYt h0qq1nd0 mYlum0tl0nd1r1lm0s1 tYmin >lunur. MYnYvi stimull0_d1rm0.%idmYtlYrin ist5hl0:1n1n 0rt1m1:tiv r5:l0m tYdbirlYri vY tYbli0t hYy0t0 :5irilir. Stimull0_d1rm0n1n YhYmiyyYtinin 0z0lm0s1.%idmYtlYrin y5t:inliyiRYq0bYtin tYsiri 0lt1nd0 iqtis0di stimull0_d1rm0n1n 0rt1r1lm0s1. %idmYtlYrin m>difi:0siy0s1 pr>s5sinin hYy0t0 :5irilimYsi. Y5ni EidmYtin h0z1rl0nm0s1n1n b0_l0n1j1 mddYti.B0z0r1n EidmYtlY d>ydurulm0s1RYq0bYtin :Ys:inlY_mYsi. M0r:5tinq EYrjlYrinin 0rt1r1lm0s1, 0qr5ssiv r5:l0m siy0sYtinin 0p0r1lm0s1.%idmYtY >l0n tYlYbin 0z0lm0s1 (tYnYzzl)%idmYtin ist5hs0l1n1n d0y0nd1r1lm0s1 vY >nun y5ni EidmYtlY YvYz >lunm0s1 vY y0 tYlYbin r50nim0siy0s1 %idmYtlYrin hYy0t dvrnn 0lt1 mYrhYlYsini fYrqlYndirirlYr. HYr mYrhYlYdY EidmYt ist5hs0l1s1 z str0t5ji mYqsYdlYrini hYy0t0 :5irmYyY vY b0z0r t0:ti:0s1n1 f>rm0l0_d1rm00 im:0n v5rYn mYyyYn m0r:5tinq tYdbirlYrinin mYcmusunu hYy0t0 :5irmYlidir. %idmYtlYrin hYy0t dvrnn Ys0s mYrhYlYlYri 2.9-cu cYdvYldY z Y:sini t0pm1_d1r. %idmYtin hYy0t dvrnn hYr mYrhYlYsi n ist5hs0l1n1n b0z0r d0vr0n1_1n1n mv0fiq str0t5giy0 vY t0:ti:0s1n1 h0z1rl0m0q tYlYb >lunur. 0ndi isY hYmin mYrhYlYlYri daha mfYssYl nYzYrdYn keirYk. 1.TYdqiq0tl0r vY h0z1rl0nm0 mYrhYlYsi. MYlum olduu kimi, YvvYlcY, EidmYtin id5y0s1, mYn0s1 meydana 1x1r. Bu mYrhYlYdY mEtYlif tYdqiq0tl0r1n 0p0r1lm0s1n0 zYrurYt y0r0n1r. TYdqiq0tl0r1n Ys0s mYqsYdi ist5hl0:1l0r1n y5ni EidmYtY >l0n 5htiy0cl0r1n1 zY 1E0rm0qdan, p>t5nsi0l ist5hl0:1n1n E0r0:t5risti:0l0r1n1 yrYnmY:dYn vY EidmYtin h0ns1 b0z0r n nYzYrdY tutulm0s1n1 mYyyYn 5tmY:dYn ibarYtdir. gYr tYdqiq0tl0r msbYt nYticYlYnYrsY, onda l0yihYnin hYy0t0 :5irilmYsi pr>s5si b0_l0y1r. %idmYt ist5hs0l1s1 n birinci mYrhYlY y0ln1z EYrclYrlY b0l1d1r. 2.XidmYtin b0z0r0 1E0r1lm0s1 mYrhYlYsi. Ist5hs0l1 mYssisY n bu mYrhYlY EidmYtin y0r0d1lm0s1 ilY Yl0qYli >l0n y:sY: EYrclYrlY m_0hidY >lunur. Y5ni t5En>l>giy0l0r Yl0vY EYrc tYlYb 5dir. B0z0rd0 EidmYtin 0zs0yl1 ist5hs0l1l0r1 1E1_ 5dir vY >nl0r y0ln1z EidmYtin Ys0s v0ri0ntl0r1n1 tY:lif 5dirlYr. Bu mYrhYlYdY ist5hl0:1n1 y5ni EidmYti YldY 5tmYyY tYhri: 5tmY: l0z1md1r. s0s 0l1c1l0r olan sup5rn>v0t>r vY n>v0t>rl0r1n isY b0z0rd0:1 s0y1 :if0yYt qYdYr 0zd1r. Bu sYbYbdYn s0t1_1n hYcmi y:sY: d5yil, gYlir y>E sYviyyYsindY, EYrclYr isY m0:simum dYrYcYdYdir. 3.Art1m (in:i_0f) mYrhYlYsidir. gYr y5ni EidmYt ist5hl0:1l0r1n tYlYb0tl0r1n1 dYyirsY, s0t1_1n hYcmi 0rtm00 b0_l0y1r. Y5ni EidmYti tY:r0r YldY 5dYn fY0l 0l1c1l0r0 y5ni 0l1c1l0r Yl0vY >lunur. R5:l0m v0sitYsilY 0l1c1l0r1n Y:sYr hissYsi b0z0r0 y5ni EidmYtin 1E0r1lm0s1 b0rYsindY mYlum0t YldY 5dirlYr. RYqiblYr fY0liyyYtY b0_l0y1r vY >nl0r0 c0v0b >l0r0q mYssisYnin d0EilindY EidmYtin mEtYlif m>difi:0siy0l0r1 tY:lif >lunm00 b0_l0y1r. QiymYtlYr :if0yYt qYdYr y:sY:dir, s0t1_1n hYcmi g5t-g5dY 0rt1r vY mYssisYnin gYlirlYri 0rtm00 b0_l0y1r. GYlirin YldY 5dilmYsi 0rt1m mYrhYlYsinin b0_l0n1c1 s0y1l0 bilYr, bu mYrhYlYnin s>nund0 isY gYlirlYr z m0:simum dYrYcYsinY 0t1r. Ist5hs0l1-mYssisYlYr n bu mYrhYlYnin uz0d1lm0s1 >E Ylv5ri_lidir, bu sYbYbdYn firm0l0r btn sYylYrini 0rt1m mYrhYlYsinin mddYtinin uz0d1lm0s1n0 ynYldir. Bu mYqsYdlY >nl0r EidmYtin :5yfiyyYtini y:sYltmYyY, y5ni m>difi:0siy0l0r tY:lif 5tmYyY, b0z0r1n y5ni s5qm5ntlYrini mYnimsYmYyY, y5ni s0t1_ :0n0ll0r1nd0n istif0dY 5tmYyY, r5:l0m1 gclYndirmYyY 0l1_1rl0r. 4.Y5t:inli: mYrhYlYsi. S0t1_1n hYcmi hYlY dY y:sY:dir, l0:in rYqiblYrin fY0liyyYti 0:tivlY_ir, >nl0r y5ni m>difi:0siy0l0r tY:lif 5dir vY stimull0_d1rm0 siy0sYtindYn fY0l istif0dY 5dirlYr. RYq0bYt mvq5yinin q>runm0s1 n ist5hs0l1 mYssisY qiymYt 5ndirimlYrindYn istif0dY 5dir, y5ni m>difi:0siy0l0r1n y0r0d1lm0s1n0 vY stimull0_d1rm0 :0mp0niy0s1n0 E5yli vYs0it sYrf 5dir. Bu tYdbirlYr gYlirin 0z0lm0s1 isY nYticYlYnir. 5.B0z0r1n d>ym0s1 mYrhYlYsi. Bu mYrhYlYdY tYlYb :tlYvi E0r0:t5r d0_1y1r, b0z0r1n EidmYtlY d>ydurulm0s1 b0_ v5rir, ins0nl0r EidmYti tY:r0r YldY 5dirlYr. Bu mYrhYlYdY s0t1_1n hYvYslYndirilmYsinY ynYldilYn m0r:5tinq v0sitYlYrini gclYndirmYyY zYrurYt y0r0n1r. 6.TYnYzzl dvr. Bu mYrhYlYni _YrtlYndirYn Ys0s sYbYblYr :imi rYqiblYrin uurlu fY0liyyYtini, b0z0rd0 y5ni t5En>l>giy0l0r1n m5yd0n0 gYlmYsini vY ist5hl0:1l0r1n tYlYb0tl0r1n1n dYyi_mYsini gstYrmY: >l0r. Bu mYrhYlYdY s0t1_1n hYcmi 0z0l1r, gYlir :Ys:in _Y:ildY 0_01 d_r, hYtt0 mYssisY ziy0nl0 fY0liyyYt gstYrY bilYr. QiymYtlYrin sYviyyYsi >E 0_01d1r, rYqiblYr b0z0r1 tYr: 5tmYyY b0_l0y1r. %idmYtin ist5hs0l1l0r1 z 5_idlYrini 0z0ltm00 vY b0z0r Yr0zilYrini d0r0ltm00 mYcburdur. Bu mYrhYlYdY EidmYti >E s0El0m01n mYn0s1 y>Edur. Q>c0l0n EidmYtlYr b0rYsindY mYssisY rYhbYrliyi mv0fiq qYr0r: y0 ist5hs0l1n d0v0m 5tdirilmYsi, y0 biim str0t5giy0s1nd0n istif0dY 5dilmYsi, y0 d0 EidmYt ist5hs0l1n1n d0y0nd1r1lm0s1 vY y0 ist5hs0l1n b0_q0 firm0l0r0 s0t1lm0s1 qYrarlar1ndan birini v5rmYlidir. ZNYOXLAMA SUALLARI MarketinqdY hans1 tYsnifat nvlYri mvcuddur? XidmYt marketinqindY xidmYtlYrin tYsnifat1n1n Ysas mYqsYdlYri hans1lard1r ? %idmYtlYrin hans1 tYsnif0tl0r1 daha g5ni_ istif0dY >lunur? mumdny0 Tic0rYt ss>si0siy0s1n1n tYsnif0t1n1 a1qlay1n. B5ynYlE0lq st0nd0rt SYn0y5 tYsnif0t1n1 a1qlay1n. Iqtis0di mY:d0_l1q vY In:_0f TY_:il0t1n1n tYsnif0t1n1 a1qlay1n. %idmYtlYrin mumrusiy0 tYsnif0t1n1 a1qlay1n. Mmkn olan xidmYt nvlYrinin tYsnifat1n1 a1qlay1n. Dnya tYcrbYsindY YnYnYvi xidmYtlYrin daha tam siyah1s1na hans1 xidmYtlYr daxildir? Haz1rda AzYrbaycanda xidmYt sahYsinY vY ya qeyri- istehsal sferas1na, YnYnYvi olaraq aid edilYn sahYlYri a1qlay1n. XidmYtlYrin tYsnifat1n1n Lovelok variant1n1 izah edin. 12. XidmYtlYrin (istehlak1lar1n) seqmentasiya matrisini izah edin. 13. Y.V.M0yd5bur0n1n EidmYtlYrin s5qm5ntlY_dirilmYsi m0tris0s1n1 izah edin. 14. XidmYt m0r:5tinqinin nYzYri m>d5llYrinin yarad1cilar1n1 sadalay1n. XidmYt m0r:5tinqinin beynYlxalq m>d5llYri hans1 mumi stru:tur vY :>ns5ptu0l 5l5m5ntlYrY malikdirlYr? 15. 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