ࡱ> #`Vbjbjmm,kn n n  00081LN1| $1(1222m_&_ _$Īh,T!n _^lm___22+ި_x2n 2_R n g21 1QP0|F {0$eF<gn g0__________$____ $f0d f0  MVZU- 4.X0DMT MSS0SS0NUN MARKET0NQ S0STEMI MYssisYdaxili idarYetmY konsepsiyas1nda marketinqin yeri vY rolu MYssisYdY marketinq xidmYtinin idarYetmY strukturunun vYzifY vY funksiyalar1 MYssisYdY marketinqin idarY edilmYsi prosesi Marketinqin idarY edilmYsindY informasiya vY kommunikasiya tYminat1 1.MYssisYdaxili idarYetmY konsepsiyas1nda marketinqin yeri vY rolu MtYxYssislYrin ara_d1rmalar1na grY dnyada yeni yaranan _irkYtlYrin 40 %- i elY 1- ci il, digYr 40 % - i isY 5 il iYrisindY z fYaliyyYtini dayand1r1r. Q1sa desYk, Darvinin dediyi kimi  yaln1z gcl olanlar z nYslini davam etdirY bilir . BYs dnya hiper rYqabYti _YraitindY hYlY dY z mvcudiyyYtini qoruyub saxlama1 vY bununla kifayYtlYnmYyYrYk bazar pay1n1 daha da art1rma1 bacaran _irkYtlYrin sirri nYdir? Cavab1 isY q1sa belY deyY bilYrik: Sirr dediyimiz bu ifadY YslindY bazarda gYlir YldY etmYk istYyYn istYnilYn subyektin istehlak1 ynml, marketinq orientasiyal1 olmas1nda vY ya bunu nY dYrYcYdY bacarmas1ndad1r. Bir szlY, ehtiyaclar1n vY tYlYbatlar1n mbadilY vasitYsilY dYnilmYsinY ynYldilmi_ insan fYaliyyYti nv olan marketinq mYssisYdY hYdYf ktlYyY tYsir etmYnin Yn effektli sullar1ndan biri, bYlkY dY birincisidir. Bildiyimiz kimi, marketinq ox geni_ anlay1_d1r. Marketinq eyni zamanda mYssisYdY tYchizat vY sat1_1n yax_1la_d1r1lmas1na ynYldilmi_ fYalliyyYt sahYsidir. Amma bu o demYk deyildir ki, marketinqi sat1_ vY hYvYslYndirmY kimi mYfhumlarla eynilY_dirmYk olar. Sat1_ marketinq aysberqinin yaln1z st hissYsidir. Bildiyimiz kimi marketinq hYm sat1_dan YvvYlki, hYm dY sat1_dan sonrak1 fYaliyyYtlYri zndY birlY_dirir. Dzgn marketinq orientasiyal1 istYnilYn mYssisY istehlak1 ehtiyaclar1n1 dzgn yrYnY vY onu tYmin edY bilirsY, tYlYbata uyun olan mYhsulu bazara 1xar1r vY ona mnasib, Ysasland1r1lm1_ qiymYt qoyursa, istehsal etdiyi mYhsul n dzgn kanal vY dzgn bl_drmY sistemini tY_kil edY bilirsY vY nYhayYt sYmYrYli stimulla_d1rma, sat1_dan sonrak1 xidmYtY kifayYt qYdYr nYm verirsY, tYbii ki, bu mYssisYnin mYhsulu bazarda asanl1qla sat1lacaqd1r. Ancaq bir cmlYdY ifadY etdiyimiz sat1_1n yax_1la_d1r1lmas1 tYdbirlYrindYn dzgn, vaxt1nda vY laz1m1nca istifadY etmYk elY dY asan deyildir. Buna nail olmaq n bir ox yollar mvcuddur. MYssisYlYrdY sat1_1n yax_1la_d1r1lmas1na ynYldimi_ marketinq tYdbirlYrindYn mYssisYlYrdY marketinqin idarY edilmYsi, marketinqin idarY olunmas1nda informasiya vY kommunikasiya tYminat1 vY mYssisYlYrin marketinq xidmYtinin idarYetmY strukturunun vYzifY vY funksiyalar1 kimi Yn nYmli olanlar1na nYzYr salaq.  Marketinq termini 0ngilis sz olub  market dYn yaranm1_ vY hYrfi mYnas1  bazar ,  bazar fYaliyyYti dir. slindY isY mYntiqi bax1mdan marketinq daha geni_ anlay1_d1r. Amerika Marketinq Assosiasiyas1 tYrYfindYn marketinqY 2000 - Y yax1n tYrif verilmi_dir. MarketinqY verilmi_ tYriflYr iYrisindY Yn YhatYli olan1 1985-ci ildY elY Amerika Marketinq Assosasiyas1 tYrYfindYn verilmi_dir. Marketinq  insanlar1n vY tY_kilatlar1n mYqsYdlYrinY uyun dYyi_Yn mhit amillYrinin YhatYsindY mbadilYni tYmin etmYk n YmtYYlYri, xidmYtlYri vY ideyalar1 yaratmaq, bunlar1 YhatY etmYk, qiymYtlYrini mYyyYnlY_dirmYk, blg siyasYtini haz1rlamaq, stimulla_d1rma proqram1n1 planla_d1rmaq vY hYyata keirmYkdir. Bir szlY, marketinq ehtiyaclar1n vY tYlYbatlar1n mbadilY yolu ilY dYnilmYsinY dYnilmYsinY ynYldilmi_ insan fYaliyyYti nvdr. MYssisYlYrdY marketinq fYaliyyYtini tY_kil etmYkdY Ysas mYqsYd a_a1dak1lardan ibarYtdir: Mmmkn qYdYr yksYk istehlaka nail olmaq  istehsal1n artmas1na, mY_uliyyYt yerlYrinin oxalmas1na vY yksYk mYnfYYt YldY edilmYsinY _Yrait yarad1r. 0stehlak1 mYmnuniyyYtinY nail olmaq  bu istehsal1n hYcmini art1rmaqla yana_1, istehlak1n1n da raz1l11n1n YldY edilmYsini nYzYrdY tutur. halinin hYyat sYviyyYsinin yksYldilmYsi  mallar1n keyfiyyYti, kYmiyyYti, e_idi, Ylveri_liliyi, dYyYri vY s. nYzYrY al1n1r. Bazara Yn geni_ YmtYY e_idi tYklif etmYk - YmtYYlYrin mmkn qYdYr mxtYlifliyini tYmin etmYk vY al1c1ya Yn geni_ YmtYY e_idini tYklif etmYkdir. YYni marketinqin idarY edilmYsi sistemi al1c1n1n zvq vY ehtiyaclar1na daha dolun cavab verYn mallar1n tap1lmas1na _Yrait yaratmal1d1r. HYr bir firmada marketinq i_ini bir qrup insan hYyata keirir. Marketinq rYhbYrliyi bu insanlar1n tY_kilat daxilindY vYzifYlYrini mYyyYnlY_dirmYli, vYzifY blgsn aparmal1, sYlahiyyYt vY mYsuliyyYt dYrYcYlYrini mYyyYnlY_dirmYlidir. Bazar iqtisadiyyat1 _YraitindY mYssisYlYrin tY_kilindY, hYminin istehsal fYaliyyYtinin tY_kilindY marketinqin rolu dan1lmazd1r. Bu tYcrbYni daha ox inki_af etmi_ sYnaye lkYlYrindY grmYk olar. Lakin tYYssflYr olsun ki, AzYrbaycanda mvcud firmalar hYlY dY marketinqY laz1m1nca nYm vermirlYr. TYbii bunun da z obyetiv vY subyektiv sYbYblYri vard1r. Lakin istYnilYn halda hYr bir firman1n onura stununu marketinq _bYsi tY_kil etmYlidir. Bazarda uzun mddYt qalman1n ba_qa yolu yoxdur. HYr bir mYsssisY marketinq xidmYtindYn istifadY etmYklY bir ox msbYt nYticY YldY edY bilYr. Bunlara a_a1dak1lar1 aid etmYk olar: Marketinq tYdqiqatlar1n1n dzgn apar1lmas1 0nformasiyan1n dzgn YldY olunmas1 TYlYbat1n dzgn yrYnilmYsi vY tYmini Bazar1n seqmentlY_dirilmYsi vY seqmentlYrin seilmYsi mtYYlYrin dzgn tY_kili mtYYlYrY sYmYrYli qiymYtlYrin qoyulu_u Sat1_1n stimulla_d1r1lmas1 Planla_d1rman1n, nYzarYtin dzgn tY_kil olunmas1 Onu da qeyd etmYk laz1md1r ki, marketinq mYssisY n Yn mhm funksiyalardan biridir. Bunu a_a1dak1 sxemdY dY grmYk mmkndr:  ^Ykil 1. Marketinq mYssiYsnin Ysas funksiyas1 kimi MYssisYlYrdY marketinq fYaliyyYtindYn dan1_d1qda ilk nvbYdY mYssisY haqq1nda mYyyYn biliyY malik olmaq laz1md1r. HYr bir mYsssisYdY onun tYsYrrfat fYaliyyYti planla_d1r1lmal1d1r. MYssisY - mlkiyyYt formas1ndan as1l1 olmayaraq qanuna mvafiq yarad1lan vY ictimai tYlYbat1n dYnilmYsi vY mYnfYYt qazan1lmas1 mYqsYdi ilY mYhsul istehsal edYn vY satan, i_lYr grYn subyektdir. Qeyd etmYk laz1md1r ki, mYssisYnin marketinq fYaliyyYti praktiki olaraq onun bazarda olan qar_1l1ql1 YlaqYlYrinin btn tYrYflYrini YhatY edir. Ba_qa szlY,  mYssisY-bazar iqtisadi sistemindY marketinqin yeri vY rolu dan1lmazd1r. nki hYr bir istehsal1 istehsal etdiyi mYhsulu yaln1z bazarda realla_d1ra bilYr. Odur ki, mYhsulsuz (xidmYtsiz) bazar, bazars1z isY YmtYYlYrin realla_d1r1lmas1 mmkn deyil. MYhz buna grY dY mtYxYssislYr ox dzgn qeyd edirlYr ki, marketinq mYssisYnin bazarda olan fYaliyyYt sistemidir. 0ndi isY mYssisYnin Ysas1n1 tY_kil edYn istehsal haqq1nda mYlumat verYk vY qeyd edYk ki, mYssisYdY istehsal fYaliyyYtinin tY_kilindY, istehsal1n idarY olunmas1nda, onun hYyata keirilmYsindY marketinqin nY kimi rolu vard1r. 0lk nvbYdY qeyd edYk ki, istehsal - cYmiyyYtin mvcud olmas1 vY inki_af1 n zYruri olan maddi nemYtlYrin yard1lmas1 prosesidir. 0stehsal insan hYyat1n1n tYbii _Yrti olub, digYr fYaliyyYt nvlYrinin dY maddi Ysas1d1r. 0stehsal cYmiyyYtin inki_af1n1n btn pillYlYrindY mvcuddur. 0nsan maddi nemYtlYr yaradarkYn vY xidmYtlYr gstYrYrkYn tYbiYtin dYyYrlYrinY tYsir gstYrir, onu maddi tYlYbat1n dYnilmYsi n mYqsYdYuyun formaya sal1r. DemYli, istehsal, bilavasitY istehlak vY yaxud gYlYcYk istehsal n tYbiYt cisimlYrinin emal1d1r. 0stehsal1n belY funksiyas1 bunun hYr bir sosial formas1nda saxlan1l1r vY istehsal resurslar1na Ysaslan1r. HYr bir _irkYt daim dYyi_kYn marketinq mhitindY fYaliyyYt gstYrir. gYr o,  sa qalmaq niyyYtindYdirsY, bu vY ya digYr istehlak1 qrupu n dYyYr YhYmiyyYtli olan nYsY istehsal etmYli vY tYklif etmYlidir. HYr bir _irkYt Ymin olmal1d1r ki, onun mYqsYdlYri vY YmtYY e_idi konkret bazar n aktuall11n1 daim qoruyub saxlay1r. 0stYnilYn _irkYt a1lan bazar imkanlar1n1 a_kar etmYyi bacarmal1d1r. Btn bunlar1 realla_d1rmaq n mYssisYlYrdY marketinq mhitini formala_d1rmaq, tY_kil etmYk zYrurYti meydana 1x1r. Yaln1z vY yaln1z cYmiyyYtin artan tYlYbat1n1n tam dYnilmYsi mYssisYlYrdY marketinq mhitinin formala_d1r1lmas1 vasitYsilY hYyata keirilY bilYr. Bu tYcrbYni inki_af etmi_ sYnaye lkYlYri dY tYsdiq edir. Qeyd etmYk laz1md1r ki, art1q bu tYcrbYdYn AzYrbaycanda yeni dY olsa, fYaliyyYt gstYrYn bir ox dvlYt vY zYl mYssisYlYr, _irkYtlYr dY istifadY edirlYr. 2. MYssisYdY marketinq xidmYtinin idarYetmY strukturunun vYzifY vY funksiyalar1 MYssisYnin marketinq fYaliyyYtinin idarY edilmYsi onun tY_kilati strukturunun dzgn formala_d1r1lmas1ndan ox as1l1d1r. Marketinqin idarY edilmYsinin tY_kilati qurulu_u bu vY ya digYr dYrYcYdY marketinq fYaliyyYti ilY mY_ul olan i_ilYrin al1_d11 _bY vY ya blmYlYrin mYcmusudur. Buna grY dY marketinqin tY_kilat qurulu_unun seilmYsi, onun vYzifY vY funksiyalar1n1n dzgn mYyyYn edilmYsi marketinq xidmYtinin mYssisYnin digYr _bY vY blmYlYri ilY YlaqYlYrin uzla_d1r1lmas1 mhm YhYmiyyYt kYsb edir. MYssisYnin marketinq fYaliyyYtinin idarYetmY strukturunu haz1rlayarkYn hkmYn bir s1ra tYlYblYrY YmYl edilmYlidir. Bu tYlYblYrY a_a1dak1lar aiddir: Marketinq fYaliyyYtinin mYqsYdlYri vYhdYt tY_kil etmYlidir. MYssisYnin Ysas mYqsYdlYrinY mYnfYYtin mYblYi vY YkilYn xYrclYrY onun nisbYti sYviyyYsi, sat1_1n hYcmi vY mYssisYnin bazar pay1, mYssisYnin mYhsullar1na istehlak1lar1n mnasibYti vY s. aid edilY bilYr. Onu da qeyd edY bilYrik ki, bu mYqsYdlYr bir-birinY zidd olmamal1, YksinY bir-birini tamamlamal1d1r. Marketinq fYaliyyYtinin idarY edilmYsi strukturu mmkn qYdYr sadY olmal1d1r. TY_kilat strukturunun sadYliyi vY dYqiqliyi i_i heyYtinin ona daha tez vY asan uyunla_mas1na vY onlar1n qar_1ya qoyulan mYqsYdlYrin realizasiyas1nda daha aktiv i_tirak etmYsinY _Yrait yarad1r. MYssisYnin blmYlYri aras1nda marketinq fYaliyyYtinY vY mYssisYnin digYr fYaliyyYt sahYsinY aid olan informasiyalar1n trlmYsini tYmin edYn effektli kommunikasiya sistemi mvcud olmal1d1r. HYm dY bu kommunikasiya sistemi Yks YlaqYyY malik olmal1d1r. Vahid tabeilik prinsipi mvcud olmal1d1r. BelY ki, konkret bir i_i yaln1z bir rYhbYrdYn tap_1r1q almal1, tap_1r11n yerinY yetirilmYsi haqq1nda da ona mYlumat vermYlidir. Bundan ba_qa, eyni mYqsYdlYrlY hYyata keirilYn, ox_ar funksiyalar bir qrupla_d1r1lmal1 vY onlar1n yerinY yetirilmYsi zrY bir rYhbYr tYyin edilmYlidir. Marketinq fYaliyyYtinin idarY edilmYsinin tY_kilat qurulu_u konkret olaraq mYssisYnin byklyndYn vY idarYetmY strukturundan, onun istehsal etdiyi mYhsullar1n e_idinin geni_liyindYn, fYaliyyYt YrazisindYn, bazar1n tipindYn vY real bazar _YraitindYn as1l1 olaraq qurulur. Lakin buna baxmayaraq, mYssisYnin marketinq xidmYti YsasYn funksional, mYhsul, regional, bazar vY bunlar1n kombinasiyalar1 YlamYtlYrinY grY tY_kil olunur. Marketinqin funksional tY_kilat qurulu_undan (_Ykil 2) YsasYn x1rda, mYhsul e_idi vY fYaliyyYt bazarlar1 mYhdud olan mYssisYlYr istifadY edirlYr. ^Ykil 2. Marketinqin funksional idarYetmY strukturu MYhsul ynml idarYetmY strukturundan, bir qayda olaraq, iri, qeyri-mYrkYzlY_dirilmi_ idarYetmY prinsipindYn, yYni filiallar1 muxtar qaydada fYaliyyYt gstYrYn, spesifik xsusiyyYtlYrY malik olan vY geni_ e_iddY mYhsul istehsal edYn mYssisYlYrdY istifadY edilir. (_Ykil 3)  ^Ykil 3. Marketinq mYhsulynml idarYetmY strukturu Bu idarYetmY strukturunda marketinq xidmYti mYssisYnin istehsal etdiyi mxtYlif mYhsul e_idi vY e_id qruplar1 zrY tY_kil edilir vY onlar zrY btn marketinq fYaliyyYti bu struktur blmYlYrinY hYvalY edilir. Bu idarYetmY strukturu YvvYlki idarYetmY strukturuna nisbYtYn baha ba_a gYlir, daha ox i_i heyYti tYlYb edir, mxtYlif mYhsullar zrY ayrl1qda fYaliyyYt gstYrYn blmYlYr yarad1ld11ndan tYkrar1l1a yol verilir. Lakin bu idarYetmY strukturunda marketinq fYaliyyYti hYr bir mYhsul e_idi zrY differensialla_d1r1ld11ndan vY marketinq proqramlar1 tYrtib edildiyindYn vY bu fYaliyyYtin hYyata keirilmYsinY mYsuliyyYt da_1yan blmYni dzgn mYyyYn etmYk hYr bir blmY daxilindY struktur vahidlYrinin fYaliyyYtini dzgn YlaqYlYndirmYk vY onlar1 vahid mYqsYdY tabe etmYl mmkn olduundan mYssisYnin bazar fYaliyyYtinin daha mvYffYqiyyYtlY hYyata keirilmYsinY nail olmaq mmkn olur. Bunun sayYsindY YldY edilYn sYmYrY marketinq fYaliyyYtinY YkilYn xYrclYri art1qlamas1 ilY dYmYyY vY yksYk mYnfYYt YldY etmYyY imkan verir. Bazar (istehlak1) ynml idarYetmY strukturundan istehlak1lar1n mYhsul seimi vY davran1_1 bir-birindYn fYrqlYnYn, habelY sat1lan mYhsullar spesifik xidmYt tYlYb edYn bazarlarda fYaliyyYt gstYrYn mYssisYlYr istifadY edirlYr. Bu idarYetmY strukturunda marketinq xidmYti bazarlar (istehlak1) qruplar1 zrY tY_kil olunur vY hYmin bazarlardak1 marketinq fYaliyyYti mvafiq marketinq blmYsi tYrYfindYn hYyata keirilir.  ^Ykil 4. Bazar (istehlak1) ynml marketinq idarYetmY strukturu Bu idarYetmY strukturu istehlak1lar1n tYlYbat1n1n, davran1_ tYrzinin vY al1_ motivlYrinin daha Ytrafl1 yrYnilmYsinY vY dYnilmYsinY, onlara daha effektli tYsiretmY tYdbirlYri haz1rlamaa vY s. imkan verdiyindYn mYssisY bazarda rYqiblYrY nisbYtYn daha Ylveri_li mvqeyY malik olur, mYhsul sat1_1n1n hYcmini vY bazar pay1n1 art1r1r, btn bunlar1n sayYsindY yksYk mYnfYYt YldY edir. Lakin bu idarYetmY hYr bir bazar, istehlak1 qrupu zrY xsusi marketinq startegiyas1 vY proqramlar1 tYrtib edildiyindYn ox vY YmYk tYlYb tutumludur, baha ba_a gYlir. Bu idarYetmY strukturunun digYr at1_mamazl11 isY marketinq fYaliyyYtindY tYkrar1l1a yol verilmYsi vY marketinq xidmYtinin fYaliyyYtinin YlaqYlYndirilmYsinin Ytinliyidir. Marketinqin regional idarYetmY strukturunda marketinq xidmYti ayr1-ayr1 regionlar zrY tY_kil edilir. Ba_qa szlY desYk, mYssisYnin fYaliyyYt gstYrdiyi hYr bir region zrY ayr1ca marketinq xidmYti tY_kil edilir. (_Ykil 5)  ^Ykil 5. Marketinqin regional idarYetmY strukturu Bu idarYetmY strukturundan YsasYn transmilli korporasiyalar, dnyan1n mxtYlif lkY vY regionlar1nda mYhsul satan mYssisYlYr istifadY edirlYr. Bu idarYetmY strukturunun tYtbiqinin zYruriliyi hYr bir regionun siyasi-iqtisadi, mYdYni, rYqabYt, siyasi-hquqi vY s. mhitinin mxtYlif olmas1 ilY izah edilir. BelY ki, mxtYlif regionlarda fYaliyyYt gstYrYn mYssisYlYr mvYffYqiyyYtli bazar fYaliyyYti hYyata keirmYk mYqsYdilY qeyd edilYn mhit amillYrini nYzYrY almal1 vY bu amillYrY uyun gYlYn mvafiq marketinq strategiyas1, mYhsul, qiymYt, bl_drmY vY hYvYslYndirmY siyasYti haz1rlamal1d1r. Bundan ba_qa bu idarYetmY strukturunda marketinq fYaliyyYtini hYyata keirYn i_ilYr hYmin regionlarda ya_ad11ndan istehlak1lar1n tYlYbatlar1n1 vY davran1_1n1 daha yax_1 bilir vY z fYaliyyYtlYrindY bunlar1 nYzYrY al1rlar. Btn bunlar yksYk effektli biznes fYaliyyYti, xsusYn dY marketinq fYaliyyYti hYyata keirmYyY imkan verir. MYhsul vY bazar ynml idarYetmY strukturuna xas olan at1_mazl1qlar bu idarYetmY strukturuna da xasd1r, yYni ox xYrc vY YmYk tutumludur, marketinq fYaliyyYtinin hYyata keirilmYsindY tYkrar1l1a yol verilir. Bir s1ra mYssisYlYr marketinqin idarYetmY strukturunu haz1rlayarkYn konkret _YraitdYn as1l1 olaraq yuxar1da qeyd etdiyimiz idarYetmY strukturlar1n1n kombinasiyas1ndan, yYni onlar1n mxtYlif variantlarda birlY_dirilmYsindYn istifadY edirlYr. Ba_qa szlY desYk, bu zaman marketinqin tYtbiq edilYn idarYetmY strukturu zndY mxtYlif idarYetmY strukturlar1n1n YlamYtlYrini Yks etdirir. Bu cr idarYetmY strukturu mYhsul-bazar, funksiya-bazar, region-mYhsul, mYhsul-funksiya vY s. YlamYtlYr zrY qurula bilYr. MYsYlYn, mxtYlif regionlarda oxlu sayda mxtYlif e_idli mYhsullar satan mYssisYlYr regional-mYhsul ynml idarYetmY strukturu tYtbiq edY bilYrlYr. Bu idarYetmY strukturunda marketinq xidmYti ayr1-ayr1 regionlar, regionlar zrY isY ayq1-ayr1 mYhsullar zrY tY_kil edilir. (_Ykil 6)  ^Ykil 6. Marketinqin regional  mYhsul idarYetmY strukturu Qeyd etmYk laz1md1r ki, bazar situasiyas1n1n vY mYssisYnin mYqsYdinin, btvlkdY mYssisYnin idarYetmY strukturunun dYyi_mYsindYn, elmi  texniki tYrYqqinin inki_af1ndan, istehsal1n miqyas1n1n inki_af1ndan vY onun mrYkkYblY_mYsindYn vY s. as1l1 olaraq marketinqin idarYetmY strukturu dYyi_Y bilYr. Marketinq xidmYtinin vY onun i_ilYrinin vYzifY vY funksiyalar1 mYssisYnin marketinq fYaliyyYtinin vYzifY vY funksiyalar1, mYssisYnin NizamnamYsi vY marketinq xidmYtinY dair sasnamY ilY mYyyYn olunur vY onlardan irYli gYlir. MYssisYnin marketinq xidmYtinin Ysas vYzifYsi mYssisY qar_1s1nda qoyulan mYqsYdi (mYsYlYn, tYchizat vY sat1_1n yax_1la_d1r1lmas1 kimi) daha yksYk effektlY hYyata keirmYyY imkan verYn marketinq fYaliyyYti tY_kil etmYkdir. MYssisYdY marketinq fYaliyyYtinY mumi rYhbYrlik marketinq zrY vitse-prezident (direktor vY direktorun mavini) tYrYfindYn hYyata keirilir. O, mYssisYnin marketinq fYaliyyYtinin vY onunla YlaqYdar olan btn tYdbirlYrin, habelY bu fYaliyyYtin YlaqYlYndirilmYsinY birba_a mYsuliyyYt da_1y1r. Onun vYzifYlYrindYn biri dY mYhz maddi-texniki tYchizat planlar1n1n tYrtib edilmYsinY rYhbYrlik etmYkdir. Marketinqin idarY edilmYsi qeyri  mYrkYzlY_dirilmi_ idarYetmY prinsipi Ysas1nda hYyata keirildiyindYn marketinq zrY vitse  prezident z sYlahiyyYtlYrinin, vYzifYlYrinin, funksiyalar1n1n bir hissYsini mYssisYnin marketinq fYaliyyYtini bilavasitY hYyata keirYn struktur vahidinY (idarY, _bY, blmY vY s.) verir. Bu cr struktur vahidlYri qar_1ya qoyulan vYzifYlYri yerinY yetirmYk n a_a1dak1 funksiyalar1 hYyata keirirlYr: Marketinq fYaliyyYtinin vY tYdqiqatlar1n1n hYyata keirilmYsi n zYruri olan informasiyan1n toplanmas1 Marketinq tYdqiqatlar1n1n tY_kili vY apar1lmas1 Marketinq kompleksinin haz1rlanmas1 Marketinqin planla_d1r1lmas1 Marketinq fYaliyyYtinin hYyata keirilmYsi vY YlaqYlYndirilmYsi Marketinq fYaliyyYtinin hYyata keirilmYsinY nYzarYt edilmYsi BelYliklY, mYssisYnin marketinq xidmYti ona hYvalY edilYn vYzifY vY funksiyalar1 hYmin xidmYt vahidi tYrkibindY yarad1lan blmYlYr vasitYsilY yerinY yetirir.Marketinq xidmYtinin rYhbYri konkret blmYlYr vasitYsilY yerinY yetirir. Marketinq xidmYtinin rYhbYri konkret _Yraiti vY situasiyan1 nYzYrY alaraq bu xidmYt blmYsinin strukturunu mYyyYn edir, ona tYhkim edilmi_ vYzifYlYri vY funksiyalar1 bu struktur vahidlYri aras1nda bl_drr. ksYr mYssisYlYrdY marketinq xidmYtinin tYrkibindY marketinq tYdqiqatlar1, sat1_, planla_d1rma, kommunikasiya vY servis xidmYtlYri zrY blmYlYr yarad1l1r. Bu struktur blmYlYrinin birinin znYmYxsus vYzifY vY funksiyalar1 mYyyYnlY_dirilir vY rYhbYrlik tYrYfindYn tYsdiq edilir. 3. MYssisYdY marketinqin idarY edilmYsi prosesi MarketinqY dair YdYbiyyatlarda marketinqin idarY edilmYsi mYsYlYsinY mxtYlif cr yana_1l1r. Bir halda marketinqin idarY edilmYsinY istehlak1lar1n mYhsula, ideyaya, xidmYtY olan tYlYbinin dYnilmYsini tYmin edYn mbadilYnin hYyata keirilmYsinY ynYldilmi_ qiymYtqoyma, malyeridili_i, bl_drmY vY sat1_ fYaliyyYtinin planla_d1r1lmas1 vY hYyata keirilmYsi prosesi kimi, digYr halda isY mYhsul vY xidmYtlYrYr tYlYbin yarad1lmas1, istehsal vY sat1_ tYdbirlYrinin planla_d1r1lmas1, tY_kili vY ona nYzarYtin hYyata keirilmYsi ilY YlaqYdar olan idarYetmY fYaliyyYti kimi yana_1l1r. Bu qeyd edilYnlYrdYn grndy kimi marketinqin idarY edilmYsi prosesi hYm marketinq fYaliyyYtinin tYhlilini vY planla_d1r1lmas1n1, planlar1n realizasiyas1n1 vY ona nYzarYtin hYyata keirilmYsini zndY birlY_dirir, hYm btn mYhsullar1, ideyalar1, xidmYtlYri, btn bazarlar1 YhatY edir, hYm dY mbadilY prosesinY Ysaslanaraq mbadilYdY i_tirak edYn btn tYrYflYrin tYlYbat1n1n dYnilmYsinY xidmYt edir. Marketinqin idarY edilmYsi prosesi a_a1dak1 tYdbirlYrin hYyata keirilmYsini nYzYrdY tutur: Bazar imkanlar1n1n tYhlili MYqsYd bazarlar1n1n seilmYsi Marketinq kompleksinin i_lYnib haz1rlanmas1 Marketinq tYdbirlYrinin hYyata keirilmYsi 3.1 Bazar imkanlar1n1n tYhlili TYhlil prosesindY marketinq sisteminin elementlYrinin amillYri: istehlak1lar1n tYlYbi, al1_ motivlYri, davran1_ tYrzi, rYqiblYrin mYhsullar1 vY bazar fYaliyyYti, real bazar _YraitindY mYssisYnin gcl vY zYif cYhYtlYri tYhlil edilir. TYhlil YsasYn a_a1dak1 istiqamYtlYrdY hYyata keirilir: Marketinqin informasiya sisteminin, elementlYrinin, marketinq kY_fiyyat1n1n vYziyyYtinin, marketinq qYrarlar1n1n tYhlili Marketinqin Ytraf mhit  mikro vY makro mhit amillYrinin tYhlili Istehlak1lar bazar1n1n, istehlak1lar1n davran1_1n1n, mYhsul al1nmas1na dair qYrarlar1n qYbul edilmYsi amillYrinin tYhlili RYqiblYrin tYhlili prosesindY rYqiblYrin a_kar edilmYsi, onlar1n strategiyas1n1n vY mYqsYdlYrinin, say1n1n vY imkanlar1n1n, habelY zY  ##$%%0&&.'X3Z3\3j3l3HNIPI~NN`QQSU|UUX XZZZZZZZǷǷnjvbbb'hDJhDJ>*CJOJQJaJmH,sH,*h8h85;CJOJQJaJmH,sH,*h8hDJ5;CJOJQJaJmH,sH,(jhDJhDJCJUaJmHnHuh8CJOJQJaJmH,sH,$hDJhDJCJOJQJaJmH,sH,!hDJ5CJOJQJaJmH,sH,'hDJhDJ5CJOJQJaJmH,sH,&` ^"#$%&()*$h\d^h`\a$gd8$ & Fda$gd8 $da$gd8$ da$gd8 dgd8dgd8 & Fdgd8 $dha$gdDJ\KKV*/20z0041h111R2Z3^3`3b3d3f3h3j3l336 $da$gd8 $da$gd8dgd8$d^a$gd8$ & Fda$gd8$hd^ha$gd86:<AHHPIPM~N`QS~U Xj[\\&_*__g kdgd8 $da$gd8$hd^ha$gd8$ & Fda$gd8d&dPgd8 $da$gd8ZZ[[h[j[\\\&_(_ k kkkss spsҗثؒy`G0jhDJhDJCJOJQJUaJmHnHu0jӥhDJhDJCJOJQJUaJmHnHu0j*phDJhDJCJOJQJUaJmHnHu0j6hDJhDJCJOJQJUaJmHnHu0jhDJhDJCJOJQJUaJmHnHu'hDJhDJ5CJOJQJaJmH,sH,$hDJhDJCJOJQJaJmH,sH,'hDJhDJ>*CJOJQJaJmH,sH, kkkDqs spsb|j|N0,ԗ֗$hd`ha$gd8$ & Fda$gd8$d`a$gd8 $da$gd8 $da$gd8җԗ֗8>ԡا޼"0<d&`t06\nprtx|ݳݱݳݳݜݜݜݳ݈݈݈ݜݜ'hDJhDJ>*CJOJQJaJmH,sH,(jhDJhDJCJUaJmHnHuU*hDJhDJ5>*CJOJQJaJmH,sH,'hDJhDJ5CJOJQJaJmH,sH,$hDJhDJCJOJQJaJmH,sH,hDJCJOJQJaJmH,sH,4֗8:&~ԡ^P֥ΦRl޼$ & Fda$gd8$hd^ha$gd8$hd^ha$gd8$ & Fda$gd8 $da$gd8dgd8d&dPgd8if vY gcl cYhYtlYri mYyyYnlY_dirilir. Yeni bazarlar1n a_kar edilmYsi imkanlar1n1n tYhlili. Bu zaman mvcud bazarlara daha dYrindYn nfuz edilmYsi, bazar1n hdudlar1n1n geni_lYndirilmYsi, yeni YmtYYlYrin haz1rlanmas1, yeni bazarlarda yeni YmtYYlYr tYklif etmYk hesab1na diversifikasiya imkanlar1n1n tYhlili. Firman1n marketinq imkanlar1n1n qiymYtlYndirilmYsi vY s. 3.2 MYqsYd bazarlar1n1n seilmYsi Bundan ba_qa, hYr bir imkan1 bazar1n hYcmi vY xarakteri nqteyi-nYzYrindYn qiymYtlYndirmYk laz1md1r. Bu isY mYqsYd bazarlar1n1n seilmYsi prosesindY hYll edilir. Bu proses 4 mYrhYlYdYn ibarYtdir: TYlYbat1n llmYsi vY proqnozla_d1r1lmas1 Bazar1n seqmentlY_dirilmYsi Bazar1n mYqsYd seqmentlYrinin seilmYsi Bazarda YmtYYnin mvqeyinin mYyyYnlY_dirilmYsi MYqsYd bazar1 seilYrkYn fYaliyyYt gstYrilmYsi nYzYrdY tutulan hYr bir bazar1n tutumu mYyyYnlY_dirilir vY onun inki_af perspektivlYri proqnozla_d1r1l1r. Bazar oxsayl1 istehlak1 tiplYrindYn vY oxsayl1 YmtYYlYrY olan tYlYbatlardan ibarYtdir. 0stehlak1lar mxtYlif YlamYtlYrY grY ayr1-ayr1 qruplara blnrlYr. Bu proses bazar1n seqmentlY_dirilmYsi adlan1r. Bazar seqmenti eyni bir YlamYtY grY seilYn istehlak1 qrupudur. Firma konkret bazar1n bir vY ya bir neY seqmentindY fYaliyyYt gstYr bilYr vY bazara 1xmaq n 5 mmkn yolun birindYn istifadY edY bilYr: YeganY seqmentdY cYmlY_mYk. Bu halda firma bazar1n yaln1z bir seqmentindY fYaliyyt gstYrmYyi qYrara ala bilYr. Al1c1 tYlYbat1na ynYlmY. Firma fYaliyyYtini konkret al1c1 tYlYbat1n1n dYnilmYsinY ynYldY bilYr. 0stehlak1lar qrupuna ynYlmY. Bu halda firma z fYaliyyYtini konkret istehlak1 qrupunun qrupunun tYlYbat1n1n dYnilmYsinY ynYldir. Bir-biri ilY bal1 olmayan bir neY istehlak1 qrupuna xidmYt gstYrilmYsi. Firma bir-biri ilY ox zYif YlaqYd olan, lakin hYr birinin firma n cYlbedici imkanlar vYd etdiyi bir neY seqmentY xidmYt gstYrmYk qYrar1na gYlir. Bazar1n tam YhatYsi. Firma bazar1n btn seqmentlYrinY xidmYt etmYk qYrar1na gYlir. Yeni bazara 1xarkYn firman1n YksYriyyYti bir seqmentdYn ba_aly1r vY YgYr fYaliyyYt sYmYrYli nYticY verirsY, tYdricYn digYr seqmentlYr dY YhatY olununr. Bazar seqmentlYrinin mYnimsYnilmYsinin nvbYliliyi kompleks plan YrivYsindY ox diqqYtlY d_nlmYlidir. Firma bazarda mYhsulun mvqeyini mYyyYnlY_dirYrkYn ox_ar mYhsullar1n bir-birindYn nY ilY fYrqlYndiyini, onlar1n necY reklamla_d1r1ld11n1, qiymYtlYrini, keyfiyyYtini vY digYr xarakterik cYhYtlYrini ayd1n tYsYvvr etmYlidir. 0stYnilYn mYhsul istehlak1lar tYrYfindYn qavran1lan xassYlYr dYstinY malikdir. 0stehlak1lar1n nY n mYhz bu mYhsulu ald1qlar1n1n sYbYblYrini ayd1nla_d1rmaq n seimi mYyyYnlY_dirYn Ysas xassYlYri mqayisY etmYk vacibdir. Bu mqayisYnin nYticYlYri YmtYYnin mvqeyinin mYyyYnlY_dirilmYsinY imkan verir. Bazarda YmtYYnin mvqeyinin mYyyYnlY_dirilmYsi _bhY dourmayan, ba_qalar1ndan ayd1n fYrqlYnYn YmtYY n bazarda, istehlak1lar1n _urunda arzu edilYn yerin, mvqeyinin tYmin olunmas1d1r. 3.3 Marketinq kompleksinin i_lYnib haz1rlanmas1 Firma bazarda YmtYYnin mvqeyinin mYyyYnlY_dirdikdYn sonra marketinq komleksinin i_lYnib haz1rlanmas1na ba_lay1r. Marketinq kompleksi  masir marketinq sisteminin Ysas anlay1_lar1ndan biri olmaqla zndY a_a1dak1 4 hissYni birlY_dirir:    ^Ykil 7. Marketinq Kompleksi Marketinqin mYhsul blmYsindY firman1n mYqsYdbazar1na tYklif etdiyi mYhsullar dYsti ba_a d_lr. Marketinqin idarY edilmYsinin bu blmYsindY YsasYn a_a1dak1 istiqamYtlYrdY i_lYr yerinY yetirilir: yeni mYhsulun yarad1lmas1 ideyas1n1n seilmYsi, qiymYtlYndirilmYsi, mYhsulun haz1rlanmas1, onun bazarda testlY_dirilmYsi vY istehlak1lar tYrYfindYn qiymYtlYndirilmYsi prosesinin tYhlili, mYhsulun hYyat dvran1n1n tYhlili vY qiymYtlYndirilmYsi, mYhsul e_idi siyasYtinin mYyyYnlY_dirilmYsi vY me_idim planla_d1r1lmas1, servis xidmYtinin tY_kili vY idarY edilmYsi. QiymYt - YmtYYnin al1nmas1 n istehlak1lar1n dYdiklYri pul mYblYidir. Firman1n qiymYt siyasYti vY mYhsullar1n1n qiymYti elY mYyyYnlY_mYlidir ki, o istehlak1lar1n tYlYbinY uyun gYYlsin, nYzYrdY tutulan mYnfYYti YldY etmYyY, mYssisYnin vY mYhsulun rYqabYtqabiliyyYtliliyini qoruyub saxlamaa imkan versin. DigYr 2 marketinq kompleksinin elementlYri  bl_drmY vY sat1_ kanallar1n1n seilmYsi vY kommunikasiya proseslYri vY stimulla_d1rma da nYmli yerlYrdYn birini tutur. 3.4 Marketinq tYdbirlYrinin hYyata keirilmYsi Bazar imkanlar1n1n tYhlili, marketinq kompleksinin i_lYnib haz1rlanmas1 marketinq tYdbirlYrinin hYyata keirilmYsi ilY tamamlan1r. Bu blmYdY firman1n marketinq informasiyas1, marketinqin planla_d1r1lmas1 sistemi, marketinqin idarYetmY strukturu, marketinqin nYzarYt sistemi mYsYlYlYri z hYllini tap1r. Marketinq informasiya sistemi  planla_d1rman1n, marketinq tYdbirlYrinin hYyata keirilmYsi vY yerinY yetirilmYsi, onlara nYzarYt olunmas1 zrY zYruri, aktual informasiyan1n toplan1lmas1, qiymYtlYndirilmYsi vY yay1lmas1 zrY insanlar1n, avadanl1qlar1n, metodoloji sullar1n qar_1l1ql1 YlaqYsinin daim fYaliyyYt gstYrYn sistemidir. Marketinqin planla_d1r1lmas1 sistemi  hYr bir firman1n nYyi necY etmYli olduunu, qar_1ya qoyulan mYqYsdlYrY hans1 vasitYlYrlY nail olma1n mmknlyn dYrk etmYyY imkan verYn, strateji vY taktiki planla_d1rmadan ibarYtdir. Strateji planla_d1rma sistemi adYtYn firman1n bir neY fYaliyyYt sahYsinY malik olmas1ndan irYli gYlir. Marketinqin planla_d1r1lmas1 dedikdY firman1n istehsal etdiyi hYr bir mYhsul zrY planlar1n haz1rlanmas1 ba_a d_lr. Marketinq tYdbirlYrinin hYyata keirilmYsinin nvbYti mYrhYlYsindY tYrtib edilmi_ planlar1n vY mYyyYn olunmu_ startegiyan1n realizasiyas1 ba_ verir. Eyni zamanda firma hYyata keirdiyi marketinq tYdbirlYrinin icras1na daima nYzarYt etmYlidir ki, onun da 3 nvn fYrqlYndirirlYr: 1. illik planlar1n yerinY yetirilmYsinY nYzarYt 2. MYnfYYtliliyY nYzarYt 3. Strateji nYzarYt.    SHAPE \* MERGEFORMAT  ^Ykil 8. Marketinqin idarY edilmYsi prosesi Btn bu yuxar1da dediklYrimizi q1sa vY ayd1n olsun deyY yuxar1dak1 _YkildY (_Ykil 8) daha ayd1n tYsvir etmYk olar. BelYliklY qeyd etmYk laz1md1r ki, hYr bir firma z marketinq fYaliyyYtinin sYmYrli idarY olunmas1nda maraql1d1r. Firma bazar imkanlar1n1 tYhlil etmYyi, mnasib olan mYqsYd bazarlar1n1 semYyi, sYmYrYli marketinq kompleksini i_lYyib haz1rlama1, marketinq tYdbirlYrinin hYyata keirilmYsini mvYffYqiyyYtlY idarY etmYyi bacarmal1d1r. Btn bunlar marketinqin idarY olunmas1 prosesini tY_kil edir. 4. Marketinqin idarY edilmYsindY informasiya vY kommunikasiya tYminat1 MYssisYnin marketinq kompleksindY informasiya vY kommunikasiya sistemi mhm rol oynay1r. HYr bir marketinq fYaliyyYti mYhsul istehsal1 (xidmYt gstYrilmYsi) bazar1ndaformala_m1_ konkret vYziyyYt haqq1nda biliklYrY Ysaslan1r. Marketinq tYdqiqatlar1n1n vY tYdbirlYrinin byk YksYriyyYti informasiya sistemi ilY bal1d1r vY mYhz onun Ysaas1nda hYyata keirilir. MYsYlYn, mYhsullara olan tYlYbin yrYnilmYsi, sat1_ bazar1n1n tYdqiqi, mYhsulllar1n istehsal xsusiyyYtlYrinY istehlak1lar1n mnasibYti vY s. btn bunlar marketinq fYaliyyYti n zYruri olan informasiyalard1r. Marketinq fYaliyyYti n informasiyan1n YhYmiyytini vY zYrurililiyini nYzYrY alaraq,  informasiya sxeminY bir qYdYr Ytrafl1 nYzYr yetirmYk mYqsYdYuyundur. Informasiya sistemi L. Deem tYrYfindYn haz1rlanm1_d1r vY zndY 8 bloku birlY_dirir: MYnal1 informasiyalar (kinofilmlYr, qYzet vY jurnallar) KmYki xidmYtlYr (risk kapital1, bankalr, proqramla_d1rma, mYlumatlar1n verilmYsi vY s.) 0nformasiya texnologiyas1 (kompterlYr, terminallar, uot blank1 vY s.) laqYlYndirilmi_ texnologiya (rYqYm mYlumat1, fYrdi kompter vY s.) RabitY (radio, televiziya, telefon, pot-rabitY vasitYlYri, kommunitatorlar) Radio vY televiziya kanallar1 (radio _YbYkYsi, telefaks, q1sa dalal1 rabitY) RabitY kanallar1 (teleqraf, telefon, beynYlxalq rabitY vasitYlYri, peyk rabitYsi vY s.) D_ncY xidmYtlYri (yeniliklYr xidmYti, fond birjas1 haqq1nda mYlumat, informasia detallar1, statistik indekslYr vY s.) MYsssisYnin marketinq sistemindY kifayYt qYdYr informasiyan1n olmamas1, qeyri-dYqiq, yaxud qeyri-aktual mYlumatlardan istifadY edilmYsi iqitisadi hesablamalarda ciddi xYtalara vY qsurlara sYbYb ola bilYr. MYhz buna grY dY ixtisasl1 vY tYcrbYli marketinq mtYxYssisslYri informasiyan1 marketinqin Ysas vY bnvrYsi hesab etmYklY yana_1, hYm dY onunmYssisY timsal1nda yYrnilmYsini he dY tYkcY konkret mYsssisYyY balama1 vY konkret bazar parametrlYrinin tYdqiqi ilY mYhdudla_d1rma1 dzgn saym1rlar, mYssisYnin idarY edilmYsini sYmYrYli tY_kil etmYyY kmYk edYn hYr cr informasiyan1 diqqYt mYrkYzindY saxlama1 tvsiyY edirlYr. HYr bir mYssisYyY, tY_kilata, firmaya mYyyYn iqtisadi idarYetmY obyekti kimi baxmaq mmkndr. DigYr tYrYfdYn, hYr bir ayr1ca idarYetmY obyektinY hYr hans1 mYssisYnin, yaxud Yrazi vY ya sahYvi YlamYt zrY birlY_dirilmi_ mYssisYlYr qrupunun tYrkib hissYsi kimi baxmaq olar. 0qtisadi idarYetmYnin istYnilYn obyekti onunla YlaqYli olan iqtisadi informasiya sistemindYn (00S) ayr1ca fYaliyyYt gstYrY bilmir. Bu 00S-in mYlumatlar1na mYyyYn informasiya mYnbYyi kimi bax1l1r vY buna daxili informasiya deyilir. 00S-nY daxil olan informasiya giri_, tYrk edYn informasiya isY 1x1_ informasiya adlan1r. Giri_ informasiya xarici vY daxili giri_ informasiyan1n birlY_mYsindYn YmYlY gYlir. Xarici giri_ informasiya xarici mhitdYn daxil olan informasiyad1r. Daxili giri_ informasiya mYssisYnin zndYn daxil olan informasiyad1r. Daxili giri_ informasiya ilY xarici giri_ informasiya tamamilY fYrqli informasiyalar olub, tamamlilY ba_qa-ba_qa xarakterY malikdirlYr. Giri_ informasiyadan fYrqli olaraq, 1x1_ informasiyan1n tYrkib hissYlYri demYk olar ki, bir-birindYn o qYdYr dY fYrqlYnmir. YslindY bunlar eynimYnal1 informasiyan1n mxtYlif nvanlara ynYldilmYsindYn ibarYtdir. YYni 00S giri_ informasiyan1 1x1_ informasiyaya evirYn dYyi_dirici, yaxud funksional blok kimi tYsYvvr edilir. SYmYrYli marketinq tYdbirlYrinin tYhlili, planla_d1r1lmas1, hYyata keirilmYsi vY btn bu i_lYrY nYzarYt edilmYsi n menecerlYrY oxlu sayda informasiya tYlYb olunur. MenecerY istehlak1lar, m_tYrilYr, rYqiblYr, tYmsililYr (dilerlYr) vY bazarda fYaliyyYt gstYrYn digYr subyektlYr barYdY informasiya laz1md1r. Marketinq zrY mtYxYssislYrin fikrincY, kompaniyan1 operativ idarY etmYk onun gYlYcYyini mYyyYn etmYk demYkdir, bunu n isY informasiyaya malik olmaq laz1md1r. Marketinq sahYsindY i_lYyYn mtYxYssislYr art1q informasiyaya tYkcY optimal qYrarlar 1xar1lmas1 vasitYsi kimi deyil, rYqiblYr zYrindY stnly, sat1_1n hYcminin art1r1lmas1n1 nYzYrdY tutulan mYnfYYtin YldY edilmYsini, qar_1ya qoyulan mYqsYdlYrY nail olunmas1n1 tYmin edYn resurs kimi bax1rlar. Yax1n kemi_Y qYdYr kompaniyalar elY dY iri deyildi vY onlarda i_lYyYn qulluqular z m_tYrilYrinin, demYk olar ki, ham1s1n1 _YxsYn tan1y1rd1lar. 0darYedicilYr marketinq informasiyas1n1 YsasYn m_tYrilYrlY nsiyyYtdY, onlar1 m_ahidY etmYklY vY onlara suallar vermYklY al1rlar. Lakin son dvrlYrin inki_af tempi yeni marketinq informasiyas1na ehtiyac yaratm1_d1r. Kompaniyalar1n fYaliyyYti beynYlxalq miqyasda geni_lYndikcY onlar daha uzaq bazarlar barYdY informasiyaya ehtiyac duyurlar. Al1c1lar1n da gYlirlYri art1qca, almaq istYdiklYri mal barYdY daha ox biliyY malik olduqlar1ndan, mal seYrkYn daha ox tYlYbkar olurlar. Buna grY dY sat1c1lar mallar1n mxtYlif xsusiyyYtlYrinY vY xassYlYrinY al1c1 reaksiyas1 barYdY daha dYqiq informasiyaya malik olmal1d1rlar. Daha mrYkkYb marketinq yana_malar1n1n tYtbiqi vY rYqabYtin gclYnmYsi tYlYb ki, sat1c1lar tYtbiq edilYn marketinq vasitYlYrinin sYmYrYliliyi barYdY maksimal informasiyaya malik olsunlar. NYhayYt menecerlYr masir dYyi_kYn dnyada qYrar qYbulu n Yn yeni informasiyaya ehtiyac duyurlar. 0nformasiyan1n hYcmi durmadan artmaqdad1r. MtYxYssislYr belY hesab edirlYr ki, masir dnya sYnaye iqtisadiyyat1ndan informasiya iqtisadiyyat1na kemYyY ba_lam1_d1r. Son hesablamalara grY indi AB^-da i_i qvvYsinin tYqribYn 65 % - i bu vY ya digYr dYrYcYdY informasiya emal1 ilY mY_uldur. Halbuki, 1950-ci ildY bu rYqYm 17 % tY_kil edirdi. Masir kompter sistemlYrindYn vY digYr informasiya texnologiyalar1ndan istifadY edYrYk kompaniyalar nYhYng hYcmdY informasiya bloku yarad1rlar. Faktiki olaraq masir menecerlYr hYddYn art1q informasiya ilY yklYnirlYr. Masir dvrdY problem informasiya kasadl11nda deyil, informasiya art1ql11ndad1r. Bununla yana_1 marketinq zrY mtYxYssislYr tez-tez faydal1 informasiya at1_mamazl11ndan, yaxud da klli miqdarda faydas1z informasiyan1 yrYnmYk mYcburiyyYtindY qald1qlar1ndan _ikayYtlYnirlYr. gYr informasiyan1n kompaniya daxilindY yay1lmas1na baxsaq, hYtta Yn sadY faktlar1n axtar1_1 da ox byk YhYmiyyYt kYsb edir. 0_ilYr ox zaman informasiyan1 gizlYdirlYr, nki belY hesab edirlYr ki, hYmin informasiya onlar1n i_inY mane ola bilYr. BYzYn faydal1 informasiya hYddYn art1q gecikir vY ondan istifadY etmYyY ehtiyac olmur. TYzY informasiyada isY ox zaman hYddYn art1q qeyri-dYqiqliklYr m_ahidY olunur. Halbuki, marketinq menecerinY daha keyfiyyYtli informasiya laz1md1r. Marketinq informasiya sistemi (M0S) insanlardan, avadanl1qlardan vY marketinq qYrarlar1n1n qYbul edilmYsi n aktual, mYqaml1 vY dYqiq informasiyan1n y11lmas1, tYsniflY_dirilmYsi, tYhlili, qiymYtlYndirilmYsi vY yay1lmas1 zrY tYtbiq edilYn mYyyYn metodoloji qaydalardan ibarYtdir. Marketinq informasiya sistemi (M0S) konsepsiyas1 a_a1dak1 kimi tYsvir edilir:  SHAPE \* MERGEFORMAT  ^Ykil 9. Marketinq 0nformasiya Sistemi Grndy kimi M0S marketinq zrY idarYedicidYn ba_lay1r vY elY onun zndY dY qapan1r. Laz1mi informasiyan1 y1maq n firmadaxili hesabatlar sistemi, marketinq kY_fiyyat1 vY marketinq tYdqiqatlar1 nYticYsindY YldY edilYn mYlumatlar ox faydal1d1r. 0nformasiyan1n tYhlili prosesi informasiyan1 qYbul vY istifadY etmYk n mnasib _YklY sal1r. Prosesin sonunda M0S informasiyan1 laz1mi formada vY laz1mi vaxtda idarYediciyY tYqdim edir ki, o, marketinq tYdbirlYrini planla_d1rmaq, hYyata keirmYk vY nYzarYt etmYk n istifadY edY bilsin. Bir ox YdYbiyyatlarda marketinq  mYssisYnin istehsal  sat1_ fYaliyyYtinin idarY edilmYsi konsepsiyas1 kimi verilir. Buna grY dY istehlak1lar1n tYlYbatlar1n1n yrYnilmYsi, marketinq tYdbirlYrinin hYyata keirilmYsi, sat1_dan maksimum gYlirin YldY edilmYsi kimi mYlumatlar, informasiya Yn vacib amil hesab edilir. MarketinqY aid olan iqtisadi YdYbiyyatlar1n mYlumatlar1na grY, kommunikasiya formalar1n1n tYsnifat1n1 indiyY qYdYr dYqiq vermYk mmkn olmam1_d1r. Bu, onun hYddYn art1q mrYkkYb, hYm dY ox zYruri bir proses olmas1 ilY bal1d1r. mumiyyYtlY marketinq sisteminin kommunikasiyas1na: reklam, sat1_1n hYvYslYndirilmYsi (promotion), ictimaiyyYtlY YlaqY (PR), _Yxsi sat1_ vY s. aid edilir. Bununla yana_1, kommunikasiyas1n1n bYzi mYsYlYlYrini qiymYt, mYhsul vY blg sistemlYri dY yerinY yetirir. Yn ideal halda da marketinq sisteminin btn vasitYlYrinY mumi konsepsiya YrivYsindY bax1lmal1d1r. BelY ki, YgYr mYhsul pisdirsY, qiymYt yuxar1d1rsa, yaxud mYhsul sat1lm1rsa, bu zaman Yn yax_1 reklam kompaniyas1 belY vYziyyYtdYn 1xmaa kmYk edY bilmYz. nki marketinq sisteminin Ysas vY hYlledici elementlYri hesab edilYn keyfiyyYtli mYhsul, qiymYt, tYklif vY s. qaydas1nda deyilsY, buna he nY ilY kmYklik gstYrmYk mmkn deyildir. Son illYrdY kommunikasiya sisteminin rolu vY YhYmiyyYti daha da artm1_d1r. Buna isY bazar _Yraitinin mrYkkYblY_mYsi vY rYqabYtin kYskinlY_mYsi sYbYb olmu_dur.   NURGN TRAD0NG ^0RKT0 T0MSALINDA MSS0SN0N MARKET0NQ X0DMT0 STRUKTURU 0ndi isY btn bu dediklYrimizi, yYni mYssisYdY marketinq xidmYtinin idarYetmY strukturunun vYzifY vY funksiyalar1, eyni zamanda mYssisYdY marketinqin idarY edilmYsi prosesini konkret bir mYssisY zYrindY _Yrhinin verYk. BelY olan halda dediklYrimizi praktik daha ayd1n tYsYvvr edY bilYrik. BelY ki, yuxar1da da qeyd etdiyimiz kimi, _irkYtin marketinq xidmYti strukturu ba_da direktor olmaqla a_a1dak1 kimi qurulmu_dur.  ^Ykil 9. Nurgn Trading ^irkYtinin strukturu ^YkildYn dY grndy kimi, _irkYt funksional, mYhsul, regional qurulu_un kombinasiyas1ndan ibarYt xidmYti struktura malikdir. Funksional qurulu_un YlamYtlYri kimi _irkYtdY marketinq menecerinin hdYliyindY olan bazar ara_d1rmas1, planla_d1rma, biznesin inki_af1 _bYsi, sat1_ qrupu (trading), PR-Reklam qrupu vY m_tYri xidmYtlYri qrupu fYaliyyYt gstYrir. MYhsulynml qurulu_un YlamYtlYri kimi _irktYdY _YkildYn dY grndy kimi 3 kateqoriya mYhsul zrY qrupla_ma mvcuddur; Qida, Qeyri-Qida, Sular HYr mYhsul qrupu ayr1ca bir departament tY_kil etdiyindYn onlar1n da mumu marketinq mdirinY tabe olan departament mdirlYri vard1r. HYr departament mdirinin tabeiliyindY isY da1t1m qrupu, preseller qrupu fYaliyyYt gstYrir. Regional qurulu_un YlamYti kimi isY _irkYtdY _YkildYn dY ayd1n olduu kimi _irkYt ayr1-ayr1 regionlarda da fYliyyYt gstYrir. TYbii ki, hYr bir regionun zndY sadalad11m1z struktur vahidlYri mvcuddur. SzgedYn _irkYtdY marketinqin idarY edilmYsi prosesinY gYldikdY isY, ilk ncY onu qeyd edYk ki, marketinq _bYsinin tabeiliyindY olan marketinq-menecerlYri marketinq tYdqiqatlar1 apar1r, rYqiblYri daim izlYyir, yeni tYkliflYr haz1rlay1r, promotion kompaniyalar keirir vY ya bu haqda yuxar1ya tYklif gndYrir, ayl1q planlar1n blnmYsindY z mYslYhYtlYrini verir, gYlYcYk sat1_1 proqnozla_d1rmaq n forecast haz1rlay1r, gndYlik sat1_1 izlYmYklY ba_ verY bilYcYk kYnarla_malar1 YvvYlcYdYn mYyyYn edir, keirilYn kompaniyalar1n effektivliyini yoxlay1r vY s. qeyd edYk ki, _irkYt bazarda 3 mYhsul qrupu zrY 150-dYn ox e_id zrY 1x1_ edir. HYminin _irkYt, yaln1z qeyri-qida sahYsindY istehsal1, qida vY sular sahYsindY isY vasitYi kimi 1x1_ edir. O sYbYbdYn _irkYtdY hYminin sat1nalma _bYsi dY fYaliyyYt gstYrir. MYhsul e_idlYrinY beynYlxalq sYviyyYli brendlYr daxil olduundan hYmin mYhsulllar1n lkYmizdYki nmayYndiliklYri tYrYfindYn qar_1l1ql1 _YkildY hYvYslYndirmY tYdbirlYri keirilir. YYni, nmayYndYlik vasitYi olaraq bu _irkYtY xsusi endirim kompaniyalar1 keirir, z nvbYsindY vasitYi kimi 1x1_ edYn bu _ikYt dY Yrazi zrY topdan, supermarketlYr, apteklYr zrY mYhsullar1n da1t1m1n1, eyni zamanda hYmin obyektlYrY z tYrYfindYn hYvYslYndirmY kompaniyalar1 keirir. Btn bu fYaliyyYtlYri isY _irkYtdY NYzarYt ^bYsi daim nYzarYtdY saxlay1r. mumilikdY btn bu sadalad11m1z _bYlYr isY birba_a Strateji Planla_d1rma _bYsi mdirinY tabedirlYr. Son strateji qYrar bu _bY mdiri tYrYfindYn qYbul edilir.       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