ࡱ> #`8bjbjmm.2g  7777;d<%<<<<<ccc$hK TB c%ccccB<<!'cH< <ch <; Up7F0% 3   \cccccccBBccc%cccc<<<D7<<<7   MVZU 4. ISTEHLAKILARIN DAVRANI^I V MODELL^DIRIL-MSI Plan: 4.1. 0stehlak1lar1n davran1_1n1n modellY_dirilmYsi 4.2. Son istehlak1lar1n davran1_1n1n modellY_dirilmYsi 4.3. 0_gzar istehlak1lar1n davran1_1n1n modellY_dirilmYsi 4.1. 0stehlak1lar1n davran1_1n1n modellY_dirilmYsi 0stehlak1lar1n davran1_1 dedikdY mYhsulun seilmYsi vY al1nmas1 ilY YlaqYdar situasiyalarda vY bilavasitY mYhsulun al1nmas1 zaman1 onlara xas olan hYrYkYtlYrin mYjmusu, onlar1n zlYrini aparmas1 ba_a d_lr. 0stehlak1lar1n davran1_1n1n yrYnilmYsinin vY onun modellY_dirilmYsinin mYqsYdi istehlak1lar1n mYhsul seYrkYn vY ya alarkYn etdiklYri hYrYkYtlYri mYyyYnlY_dirmYk, onlar1 eyni vY ya ox_ar davran1_ tYrzinY grY qrupla_d1r-maq vY bu qruplara xas olan qanunauyunlaqlar1 mYyyYn etmYklY onlara tYsir vasitYlYrinin tap1lmas1 vY seilmYsidir. MYhsullar1n seilmYsi vY al1nmas1 prosesindY 7 _Yxs tipi: tY_Ybbskar, tYsir edYn, qYrar qYbul edYn, al1j1, istifadYi (istehlak1), dYyiji vY informasiya vasitYilYri i_tirak edir. Bu _YxslYr hYr bir istehlak1n1n davran1_1na mxtYlif sYviyyYdY tYsir edir. 0stehlak1lar1n davran1_1, hYr _eydYn YvvYl, onlar1n tipologiyas1 (tipi) ilY mYyyYn olunur. 0stehlak1lar1n tipologiyas1 dedikdY oxlu sayda mxtYlif davran1_a malik istehlak1lar1n ox_ar vY ya eyni davran1_ YlamYtlYrinY grY tipik istehlak1 qruplar1nda birlY_dirilmYsi ba_a d_lr. Bu bax1mdan istehlak1lar1 iki iri qrupa: 1) son istehlak1lara vY 2) i_gzar istehlak1lara (istehsal1 mYssisYlYrY) blrlYr. HYr iki istehlak1 tipinin davran1_1n1n yrYnilmYsi vY modellY_dirilmYsi  stimul-reaksiya modelinY Ysaslan1r. Bu istehlak1 tiplYrinin davran1_1na tYsir edYn amillYri mumi formada iki qrup: istehlak1n1n _YxsiyyYti, mYssisYnin z ilY YlaqYdar olan amillYrY vY istehlak1 ilY YlaqYdar olmayan amillYrY blmYk olar. Lakin istehlak1 tiplY-rinin davran1_1na tYsir edYn hYmin amillYr, stimullar mxtYlif olduundan, mYhsullar1n al1nmas1n1n mYqsYdi, mYhsullar1n al1nmas1 hYjmi vY al1_1n tezliyi, mYhsulun istehlak xsusiyyYtlYrinY tYlYblYr vY s. amillYr mxtYlif olduundan onlar1n davran1_1n1n yrYnilmYsi vY modellY_dirilmYsini ayr1l1qda nYzYrdYn keirmYk daha mYqsYdYuyundur. 4.2. Son istehlak1lar1n davran1_1n1n modellY_dirilmYsi Son istehlak1lar1n mYhsul almas1n1n mYqsYdi _Yxsi istehlak, ondan fayda gtrmYkdir vY onlar1n istehlak etdiklYri mYhsullar1n e_idi geni_ vY mxtYlifdir. Onlar1n seim imkanlar1 da geni_dir. Bundan ba_qa onlar1n mYhsul al1nmas1na dair qYrarlar qYbul edilmYsini tYmin edYn he bir rYsmi sYnYd yoxdur, qYrarlar1n qYbul edilmYsindY ox az sayda _YxslYr i_tirak edir, YksYr halda al1j1 tYkba_1na qYrar qYbul edir vY onun hYyata keirilmYsinY az vaxt tYlYb olunur. Btn bunlar bu vY ya digYr dYrYjYdY son istehlak1lar1n dav-ran1_1na tYsir edYn amillYrdY z Yksini tap1r. Son istehlak1lar1n davran1_1na tYsir edYn amillYri iki byk qrupa: marketinq amillYrinY vY istehlak1n1n _YxsiyyYti ilY YlaqYdar olan amillYrY blmYk olar. Son istehlak1lar1n davran1_1na tYsir edYn marketinq amillYrinY mYhsul, qiymYt, sat1_ kanallar1 vY sat1_1n hYvYslYndirilmYsi ilY YlaqYdar olan amillYr aiddir. Marketinq amillYri bu vY ya digYr dYrYjYdY istehlak1n1n davran1_1na vY mYhsul seiminY stimulla_d1r1j1 tYsir edir. 0stehlak1n1n _YxsiyyYti ilY YlaqYdar olan amillYrY mYdYniyyYt amillYri, sosial amillYr, istehlak1n1n _Yxsi keyfiyyYti ilY YlaqYdar olan amillYr vY psixoloci amillYr aiddir. Art1q II fYsildY qeyd etdiyimiz kimi, mYdYniyyYt amillYrinY bY_Yri vY milli mYdYniyyYt, submYdYniyyYtlYr, insanlar1n zlYrinY, bir-birinY vY jYmiyyYtY mnasibYti, milli adYt-YnYnYlYr vY digYr mYdYniyyYt amillYri daxildir. Bu amillYr istehlak1lar1n davran1_1n1 mYyyYn edYn Yn mhm amillYrdir. nki, insanlar stnlk verdiyi dYyYrlYr sisteminY, adYt-YnYnYlYrinY vY mYdYni sYviyyYsinY uyun gYlYn mYhsullar1n al1nmas1na stnlk verir vY hYmin mYhsullar1 al1rlar. 0stehlak1lar1n davran1_1na tYsir edYn sosial amillYrY ijtimai siniflYr, refe-rent qruplar, ailY vY _Yxsin sosial statusu vY rolu aiddir. 0stehlak1lar mYhsul sat1n al1nmas1 prosesindY mtlYq daxil olduu sosial sinfin, referent qrupun vY ailYnin tYsirinY mYruz qal1r vY z statuslar1na uyun gYlYn mYhsul seir vY al1rlar. 0stehlak1lar1n davran1_1na tYsir gstYrYn nvbYti amillYr qrupu istehlak1n1n _YxsiyyYti ilY YlaqYdar olan amillYrdir. Bura istehlak1lar1n _Yxsiy-yYt tipi, onlar1n gYlirlYrinin sYviyyYsi, ya_ qrupu, mY_uliyyYt nv, sYnYti, pe-_Ysi, hYyat tYrzi vY bu tip digYr amillYr aiddir. HYyat tYrzi dedikdY insan1n gndYlik hYyat1n1n xsusiyyYtlYri vY bu xsu-siyyYtlYrin onlar1n fYaliyyYtindY, maraqlar1nda, davran1_lar1nda vY bax1_lar1nda ifadYsi ba_a d_lr. ^YxsiyyYt tipi dedikdY insan1n Ytraf mhitY, onu YhatY edYn ijtimaiyyYtY dayan1ql1 vY tYkrar mnasibYtilY mYyyYn edilYn psixoloci xsusiyyYtlYrin mYjmusudur. Bu amilY grY istehlak1lar zlYri haqq1nda nY fikirlY_mYsi, aqressivliyi, tYlYbkarl11, znY inaml1l11, mstYqilliyi, mehribanj1l11 vY s. xsusiyyYtlYri ilY xarakterizY olunur. Yuxar1da qeyd etdiyimiz kimi, istehlak1lar1n davran1_1na tYsir edYn Ysas _Yxsi keyfiyyYt amillYrindYn biri, bYlkY dY, Yn vajibi, psixoloci amillYrdir, istehlak1n1n psixoloci durumudur. HYtta belY deyirlYr ki, istehsal1lar mYhsul yarad1r, psixoloqlar isY istehlak1lar1n psixoloci durumuna tYsir etmYklY hYmin mYhsula tYlYbat yarad1r, istehlak1lar1 hYmin mYhsulu almaa mYjbur edirlYr. 0stehlak1lar1n psixoloci durumu onlar1n tijarYt markas1na d_nlm_ vY ya instinktiv mnasibYtini (msbYt vY ya mYnfi) formala_d1r1r. MYsYlYn, brazili-yal1 qad1nlar1n kiik ya_l1 u_aqlar1 n yemYklYri zlYrinin haz1rlamalar1na stnlk verdiyindYn vY bu sYbYbdYn dY konservlY_dirilmi_ mYhsullardan istifadY etmYdiklYrindYn, yYni yerli qad1nlar1n konservlY_dirilmi_ mYhsullara psixoloci mnasibYti neqativ olduundan konservlY_dirilmi_  Gerber u_aq yemYklYri Braziliya bazar1nda uur qazana bilmYmi_dir. Psixoloci amillYrY al1_ motivi, qavrama vY mnasibYt aiddir. Al1_ motivi dedikdY istehlak1n1 bu vY ya digYr mYhsulu almaa tYhrik edYn, istehlak1n1n davran1_1n1n vY mYhsul almas1n1n hYrYkYtveriji qvvYsi ba_a d_lr. Ba_qa szlY desYk, motiv istehlak1n1 fYaliyyYt gstYrmYyY, hYrYkYt etmYyY tYhrik edYn, mYjbur edYn amillYrin mYjmusudur. Al1_ motivinY tYlYbatlar1n ierarxiyas1 nYzYriyyYsi, funksional motiv, faydal1l1q motivi, riskin azald1lmas1 motivi, rahatl1q motivi, mstYqillik motivi, zvq motivi vY digYr motivlYr aiddir. Marketoloqlar al1_ motivini yrYnmYklY  0stehlak1 niyY mYhz bu mYhsulu al1r? ,  0stehlak1 hYmin mYhsuldan hans1 faydan1 almaq istYyir? ,  0stehlak1 hYmin mYhsulu almaqla hans1 tYlYbat1n1 dYmYyY al1_1r? kimi suallara javab almaq istYyir. 0stehlak1lar1n al1_ motivinin yrYnilmYsindY motivasiya tYhlilindYn istifadY edilir. MarketinqdY istehlak1lar1n davran1_1n1n tYdqiqindY Z. Freydin vY A. Maslounun motivasiya nYzYriyyYlYrindYn daha ox istifadY edilir. Qavrama obyekt haqq1nda olan informasiyan1n istehlak1lar tYrYfindYn nizamlanmas1 vY dYrk edilmYsi vY bunlar1n Ysas1nda onu YhatY edYn mhitY dair tYsYvvrlYrinin formala_d1r1lmas1 qaydas1d1r. 0stehlak1 istYnilYn obyekti, o jmlYdYn marketinq obyektini element: dYrk etmY (anlama), yadda saxlama vY tYsirY mYruz qalma vasitYsilY qavray1r. Bu amillYrin tYsiri alt1nda istehlak1da tijarYt markas1n1n imiji (imij dedikdY istehlak1n1n mvjud olan informasiya vY tYjrbY Ysas1nda tijarYt markas1n1 mumi qavramas1 ba_a d_lr) formala_1r. Qeyd etmYk laz1md1r ki, istehlak1lar mYhsula oxsayl1 faydalar1n, zYlliklYrin (xsusiyyYtlYrin) mYjmusu kimi yana_d1qlar1ndan vY qavrama selektiv xarakter da_1d11ndan, yYni istehlak1lar informasiyan1 semY qaydas1nda dYrk etdiklYrindYn, yadda saxlad1qlar1ndan vY interpretasiya etdik-lYrindYn onlar eyni bir mYhsulu mxtYlif jr qavray1rlar. MYsYlYn, bir qrup istehlak1 di_ pastas1n1 kariyesdYn mdafiY, digYr qrup istehlak1lar di_lYrin bYyazl11n1 tYmin edYn, nj qrup istehlak1lar a1z bo_luunun gigiyenas1 vasitYsi kimi qavray1rlar. Marketoloqlar istehlak1lara tYsir etmYk mYqsYdilY mYhsullar1n mvqeylY_dirilmYsi vY kommunikasiya strategiyas1 haz1rlayarkYn onlar1n eyni bir mYhsulu mxtYlif jr qavramas1n1 nYzYrY almal1 vY hYr bir seqmentY uyun gYlYn strategiya haz1rlamal1d1rlar. 0stehlak1 mYhsuldan vY digYr marketinq obyektlYrindYn istifadY sahYsindY znn vY Ytraf1ndak1lar1n tYjrbYsi nYzYrY almaqla onlara mnasibYtini fomala_d1r1r. 0stehlak1n1n mYhsul markas1na mnasibYti zndY onun markaya inam1n1, yYni ona aid etdiyi xsusiyyYtlYri vY markan1 qiymYtlYn-dirmYsini, yYni onu msbYt vY ya mYnfi qiymYtlYndirmYsini birlY_dirir. 0steh-lak1n1n markaya inam1 vY markan1 qiymYtlYndirmYsi, hYminin qavrama qar_1l1ql1 YlaqYli _YkildY istehlak1n1n davran1_1na tYsir edir. MYsYlYn, i_gzar fYaliyyYtindY yksYk uurlar qazanm1_ menejer znn jYmiyyYtdYki yksYk statusuna uyun gYlYn avtomobil almaq istYdikdY reklam elanlar1ndan vY dostlar1ndan YldY etdiyi informasiya Ysas1nda onda  Mersedes-600 ma_1n1n1n dYbdYbYli dizayna, geni_ salona malik olmas1na, hYminin dostlar1n1n vY hYmkarlar1n1n1n hYmin avtomobili yksYk qiymYtlYndirdiyinY inam yaran1r. O, bu inam1n tYsiri nYtijYsindY  Mersedes-600 avtomobilinin onun statusuna tam uyun gYldiyini qYrara al1r vY hYmin avtomobili al1r. 0stehlak1n1n ald11 mYhsul onun gzlYntilYrinY art1qlamas1 ilY vY ya tam uyun gYldikdY hYmin istehlak1da tijarYt markas1na sadiqlik vY ya loyall1q yaran1r vY o, sonralar hYmin kateqoriyaya daxil olan mYhsul ald1qda YvvYllYr ald11 tijarYt markas1na stnlk verir. Sat1nalman1n nYtijYsi onu tYmin etmYdikdY isY istehlak1 ba_qa mYhsullar1 s1naqdan keirmYyY ba_lay1r vY digYr mYhsul maar-kas1 almaa ba_lay1r. Art1q qeyd etdiyimiz kimi, istehlak1lar1n davran1_1  stimul-reaksiya modelinY Ysaslan1r. Buna uyun olaraq son istehlak1lar1n davran1_ modelini a_a1dak1 kimi tYsvir edY bilYrik (^Ykil 4/1.). MYhsulun al1nmas1na dair qYrarlar qYbul edilYrkYn iki gstYriji: 1) mYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqin sYviyyYsi vY 2) istehlak1 jYlbedijiliyi, yYni istehlak1 n qYrar1n vajibliyi sYviyyYsi nYzYrY al1n1r. MYhsul  markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqin sYviyyYsi yksYk vY a_a1 qiymYtlY, istehlak1 jYlbedijiliyi isY gjl vY zYif qiymYtlY qiymYtlYndirilir. Yuxar1da qeyd edilYn gstYrijilYrdYn as1l1 olaraq son istehlak1lar 4 tip sat1nalma qYrarlar1: 1) mrYkkYb sat1nalma qYrarlar1, 2) bYsit sat1nalma qYrarlar1, 3) vYrdi_Y Ysaslanan sat1nalma qYrarlar1 vY 4) YtalYtY Ysaslanan sat1nalma qYrarlar1 qYbul edirlYr. MYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqlYr yksYk, istehlak1 jYlbedijiliyi yksYk olduqda sat1nalma qYrarlar1n1n qYbulu mrYkkYb xarakter da_1y1r. MrYkkYb qYrarlar1n qYbul edilmYsi a_a1da verilmi_ ard1j1ll1qla hYyata keirilir (^Ykil 4/2). TYlYbat1n yaranmas1 prosesi daxili vY ya xariji stimullarla YlaqYdar olaraq meydana 1xa bilYr. MYsYlYn, insan1n yemYyY tYlYbat1 onun daxilYn ajl1q hiss etmYsi vY yaxud, restoran1n vY ya yemYkxanan1n yan1ndan keYrkYn bi_irilYn xrYyin iyini hiss etmYsi nYtijYsindY yarana bilYr. Bunun nYtijYsindY istehlak1-   lar yarana bilYr. Bunun nYtijYsindY istehla1da vYziyyYtindYn narahatl1q, naraz1l1q vY bunun aradan qald1r1lmas1 n mYhsul almaa tYlYbat yaran1r. Yaranm1_ tYlYbat1n dYnilmYsinin zYrurililiyi o qYdYr kYskinlY_ir ki, art1q istehlak1 onu dYmYdYn keinY bilmir vY o, bu tYlYbat1 dYrk etmYyY ba_lay1r vY onun dYnilmYsi yollar1n1 axtar1r vY bunun n mYyyYn hYrYkYtlYr edir. 0nformasiya toplanmas1 mYrhYlYsindY dY istehlak1n1n tYlYbat1n1 dYmYyY imkan verYn mYhsul vY ya mYhsullar haqq1nda informasiyalar toplan1l1r. MYhsullar1n seilmYsi prosesindY toplanm1_ informasiyalar tYhlil edilir, alternativ mYhsullar mqayisY edilir, bu mYhsullardan biri seilir vY onun al1nmas1 haqq1nda qYrar qYbul edilir.. MYhsulun al1nmas1 mYrhYlYsindY qYbul edilmi_ qYrara uyun olaraq bilavasitY mYhsulun vY ya mYhsullar1n sat1n al1nmas1 hYyata keirilir. Bu zaman istehlak1 YvvYlki mYrhYlYdYki amillYrlY yana_1 mYhsul al1najaq mYntYqYnin yax1nl11n1, mYhsulun dYyYrinin dYnilmYsi qaydas1n1, mYhsulun istehlak1ya atd1r1lmas1 formas1n1, servis xidmYtinin mvjudluunu vY sY-viyyYsini vY bu kimi digYr amillYri dY nYzYrY al1r. MYhsulun al1nmas1 zrY fYaliyyYtin qiymYtlYndirilmYsi mYrhYlYsindY istehlak1 sat1n ald11 mYhsuldan YldY etdiyi faydan1 ondan gzlYdiyi, YldY etmYk istYdiyi fayda ilY mqayisY edir vY mYhsul sat1n al1nmas1 fYaliyyYtinin qiymYtlYndirilmYsini hYyata keirir. gYr istehlak1n1n mYhsuldan ald11 effekt onun almaq istYdiyi, gzlYdiyi effektY bYrabYr vY ya ondan ox olarsa, onda o bu fYaliyyYti msbYt, Yks halda isY, yYni istehlak1n1n mYhsuldan ald11 effekt, sYmYrY onun gzlYdiyi, almaq istYdiyi effektdYn, sYmYrYdYn az olduqda isY bu fYaliyyYt mYnfi qiymYtlYndirilir. BYsit sat1nalma qYrarlar1 markalar1n xsusiyyYtlYri aras1ndak1 fYrqlYrin sYviyyYsi yksYk, istehlak1 jYlbedijiliyi zYif (a_a1) olduu hallarda qYbul edilir. BYsit sat1nalma qYrarlar1n1n qYbulu istehlak1n1n yeni mYhsul markalar1n1 s1naqdan keirmYk istYmYsi vY ya mxtYliflik axtarmas1 ilY YlaqY-dar olaraq yaran1r. Bu tip sat1nalma qYrarlar1 mxtYlif markalar1n qiymYtlYn-dirilmYsindYn ibarYt olur. 0stehlak1lar aras1nda apar1lm1_ bir sorunun nYtijYsi gstYrmi_dir ki, salatlar n Ydviyyat, kartof ipsilYri vY ya peenye kimi mYhsullar alan istehlak1lar yeni markan1n dad1na baxmaq n bir markadan digYr markaya ox asanl1qla keirlYr. Bu istehlak1lar hesab edirlYr ki, hYmin mYhsullar1n markalar1 aras1ndak1 fYrqlYr kifayYt qYdYr bykdr, lakin sat1nalma haqq1nda jiddi d_nmYk o qYdYr dY vajib deyildir . MYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqlYr a_a1, istehlak1 jYlbedijiliyi yksYk olduu halda istehlak1 vYrdi_Y Ysaslanan sat1nalma qYrarlar1 qYbul edir. MYsYlYn, istehlak1n1n di_ pastas1 qurtard11 halda, o, di_ pastalar1 haqq1nda informasiya toplam1r, alternativlYrin qiymYtlYndirilmYsini hYyata keirmir vY YvvYllYr istifadY etdiyi di_ pastas1n1 al1r. talYtY Ysaslanan sat1nalma qYrarlar1 istehlak1 jYlbedijiliyi zYif, markalar1n xsusiyyYtlYri aras1ndak1 fYrqlYr a_a1 olduu halda qYbul edilir. 0stehlak1 bu halda mYhsulun axtar1_1na vY markalar1n qiymYtlYndirilmYsinY vaxt itirmir, maazada olan vY xo_una gYlYn istYnilYn markan1 al1r. MYsYlYn, mineral sular1n, saqq1z1n, duzun, _YkYr tozunun vY bu kimi digYr mYhsullar1n al1nmas1 bu qaydada hYyata keirilir. 4.3.0_gzar istehlak1lar1n davran1_1n1n modellY_dirilmYsi 0_gzar istehlak1lara istehsal1 mYssisYlYr aid edilir. Bu istehlak1lar mYhsullar1 _Yxsi istehlaklar1 n yox, yeni mYhsullar1n istehsal1 prosesindY istifadY etmYk mYqsYdilY al1rlar. Son istehlak1lara nisbYtYn i_gzar istehlak-1lar1n1n say1n1n az olmas1na baxmayaraq YmtYY dvriyyYsinin YksYriyyYt his-sYsi onlar1n pay1na d_r. HYm dY sat1nalma prosesindY sat1j1 ilY al1j1n1n _Yxsi kontakt1 zYruri olduundan sYnaye mYhsullar1 marketinqi daha byk mYblYdY xYrjlYr tYlYb edir. Son istehlak1larla i_gzar istehlak1lar1n davran1_lar1 aras1nda bir s1ra ox_ar jYhYtlYr vard1r. Onlar1n da davran1_lar1na marketinq amillYri: mYhsul, qiymYt, bl_drmY, sat1_1n hYvYslYndirilmYsi vY reklam tYsir edir. Bundan ba_qa, apar1lm1_ tYdqiqatlar1n nYtijYlYri gstYrir ki, i_gzar istehlak1lar da sat1nalmalara dair qYrarlar qYbul edYrkYn emosiyalar1n tYsirinY mYruz qal1rlar, YtalYtlidirlYr vY _YxsiyyYtlYraras1 mnasibYtlYri nYzYrY al1rlar. 0stehlak1 mYssisYdY tYdarkat1 hYyata keirYn _Yxsin mYhsulgndYrYn mYssisYyY vY ya onun tijarYt nmayYndYsinY simpatiyas1 vY ya antipatiyas1 ola bilYr vY bu rYqib mYhsullar bir-birindYn fYrqlYnmYdiyi situasiyalarda mYhsulgndYrYnlYrin seilmYsinY jiddi tYsir edY bilYr. Lakin, i_gzar istehlak1lar1n davran1_1 ilY son istehlak1lar1n davran1_lar1 aras1nda bir s1ra jiddi fYrqlYr mvjuddur. Bu fYrqlYr, birinji nvbYdY, i_gzar istehlak1lar1n tYlYbatlar1n1n xarakteri ilY mYyyYn edilir. BelY ki, i_gzar istehlak1lar1n mxtYlif mYhsullara tYlYbatlar1 konkret vY mYqsYdli xarakterY malikdir. Sat1n al1nan mYhsulun texniki-istismar parametrlYrinY tYlYb onlardan haz1rlanajaq mYhsullar1n xsusiyyYtlYri ilY mYyyYnlY_dirilir. Bu hYmin is-tehlak1lar1n sat1nalmalarda manevr etmY imkanlar1n1, tYlYb edilYn material resurslar1n1n ba_-qa nv material resurslar1 ilY YvYz edilmY imkanlar1n1 hYddYn art1q mYhdudla_d1r1r. HYm dY istehsal1 mYssisYlYr n material resurs-lar1n1n keyfiyyYti vY texniki-istismar gstYrijilYri birinji dYrYjYli YhYmiyyYt kYsb edir. 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"(*24DF`bprvx|~ĊƊʊΊ܊ފ"$(*68PRbdnp֬֬֬֬(hefhCJOJQJ^JaJmH,sH,(hefhCJOJQJ^JaJmH,sH,(hefhefCJOJQJ^JaJmH,sH,(hefh?CJOJQJ^JaJmH,sH,Dȋʋ؋ڋދ *,46HJNP^`prČƌ܌ތ ",.FHZ\fhrtčƍЍҍ֍؍""","U(hefhefCJOJQJ^JaJmH,sH,(hefhCJOJQJ^JaJmH,sH,Tak1lar1n mYhsullar1na olan tYlYbat1n hYjmi ilY mYyyYn edilir. HYmin istehlak1lar1n mYhsullar1na tYlYbat1n artmas1 vY ya azalmas1 zYnjirvari olaraq onlar1n mYhsulgndYrYnlYrinin, yYni mYhsul-gndYrmY zYnjirinin YvvYlki hYlqYlYrindY yerlY_Yn mYssisYlYrin mYhsullar1na tYlYbat1n artmas1na vY ya azalmas1na gYtirib 1xar1r. MYsYlYn, yun liflYrY tYlY-bat1n hYjmi yun paraya vY yun kynYklYrY tYlYbat1n hYjmindYn as1l1d1r. HYmin mYhsullar1 istehsal edYn mYssisYlYrin mYhsullar1na tYlYbat1n dYyi_mYsi yun liflYrY tYlYbat1n hYjminin dYyi_mYsinY sYbYb olajaqd1r. Bununla YlaqYdar olaraq, istehsal1 mYssisYlYr z mYhsullar1n1n birba_a istehlak1lar1n1n tYlYbatlar1 ilY yana_1, hYm dY bu mYhsullar1n birba_a vY aral1q istehlak1lar1n1n mYhsullar1n1n son istehlak1lar1n1n tYlYbatlar1n1 vY davran1_1n1 da yrYnmYlidirlYr. njs, i_gzar istehlak1lar1n davran1_1na, xsusYn dY texnoloci vY texniki jYhYtdYn mrYkkYb, xsusi qura_d1rma vY sat1_sonras1 xidmYt tYlYb edYn avadanl1qlar vY digYr texniki mYhsullar alan istehlak1lar1n davran1_1na mYhsulgndYrYnlYrin etibarl1l11, onlar1n mqavilY _YrtlYrinY YmYl etmYsi, gstYrdiklYri xidmYtlYrin nvlYri vY keyfiyyYti dY jiddi tYsir edir. Buna grY dY, mYhsulgndYrYn mYssisYlYr bu istehlak1lara rYqiblYrinY nisbYtYn yksYk servis xidmYti tY_kil etmYli, sat1_1n kompleksliliyi vY kompensasiyal1l11n1 tYmin etmYli, faizsiz kreditlYr vY reklam sahYsindY YmYkda_l1q tYklif etmYli, mYhsulgndYrmY mqavilYlYrinin _YrtlYrinY jiddi YmYl etmYli vY bu i_i daima tYkmillY_dirmYlidirlYr. Drdnjs, istehsal1 mYssisYlYrin tYlYbatlar1 konkret vY mYqsYdli xarakter da_1d11ndan onlar1n tYlYbinin hYjmi qeyri-elastikdir, yYni bu istehlak1lar qiymYt dYyi_mYsinY hYssas deyillYr, qiymYtin dYyi_mYsinY uyun olaraq onlar1n tYlYbatlar1n1n hYjmi dYyi_mir vY ya hiss edilmYyYjYk dYrYjYdY dYyi_ir. 0stehlak1lar sat1nalma qYrarlar1 qYbul edYrkYn mYhsulun keyfiyyYti, onun qiymYti vY texniki xidmYtin sYviyyYsi amillYrini mtlYq 1) keyfiyyYt, 2) texniki xidmYtin sYviyyYsi vY 3) qiymYt ard1j1ll11na YmYl etmYklY qYbul edirlYr. DemYli, i_gzar istehlak1lar1n mYhsulgndYrYnlYri zlYrinin marketinq kompleksini tYrtib edYrkYn bu _Yrti mtlYq nYzYrY almal1d1rlar. 0_gzar istehlak1lar1n davran1_1na tYsir edYn ikinji qrup amillYr mYssisYlYrin xsusiyyYti ilY YlaqYdar olan amillYrdir. Bu amillYrY a) i_gzar istehlak1lar1n byk hYjmdY mYhsul istehlak etmYsi, b) onlar1n say1n1n az olmas1, j) jorafi YrazijY s1x yerlY_mYsi, ) al1j1lar1n vY sat1j1lar1n pe_Ykar olmas1 vY d) sat1nalma qYrarlar1n kollegial qYbul edilmYsi aiddir. Pareto qanununa grY istehlak edilYn sYnaye mYhsullar1n1n 80%-i btn istehlak1lar1n jYmi 20%-ni tY_kil edYn 15-20 iri mYssisY tYrYfindYn istehlak edilir. Bu, hYminin sYnaye tYyinatl1 mYhsul istehlak1lar1n1n YrazijY yerlY_mY s1xl11n1n yksYk olmas1 mYhsullar1n bl_drlmYsi vY sat1_1n1n tY_kilindY birba_a vY topdansat1_ kanallar1ndan istifadY edilmYsini daha mYqsYdYuyun edir. 0stehsal tYyinatl1 mYhsullar1n al1j1lar1n1n vY sat1j1lar1n1n pe_Ykar olmas1 vY onlar1n hYmin mYhsullar1 istehsal mYqsYdlYri ilY sat1n almas1 sat1nalmalarda _Yxsi kontaktlar1n YhYmiyyYtini daha da art1r1r. Burada reklamlar istehlak mYhsullar1na nisbYtYn az rol oynay1r. nki, al1j1 ilY sat1j1n1n tijarYt nmayYn-dYsi aras1ndak1 _Yxsi kontakt sayYsindY onlar mYhsulun spesifikasiyas1n1 birgY mzakirY edY bilir, sat1j1 znn mYhsulunun stnlklYrini al1j1ya izah edY vY buna al1j1n1 inand1ra bilYr. Bunu nYzYrY alan bir ox istehsal1 mYssisYlYr al1j1larla _Yxsi kontaktlar yaratmaq mYqsYdilY yksYk ixtisasl1 mtYxYssislYrdYn ibarYt xsusi marketinq vY ya sat1_ briqadalar1 yarad1rlar. Onlar mYssisYlYrinin tYlYbatlar1n1 vY problemlYrini yrYnir, onlara tYlYbatlar1n1n dYnilmYsi vY probleminin hYll edilmYsi vasitYsi tYklif edir, mxtYlif xidmYtlYr gstYrirlYr vY s. Apar1lm1_ tYdqi-qatlar1n nYtijYsi gstYrir ki, mYssisYlYrin mYhsul sat1_1n1n hYjminin 50%-i bu briqadalar1n pay1na d_r, bu briqadalar yarad1ld1qdan sonra kompaniyalar1n 90%-dY mYhsul sat1_1n1n hYjmi artm1_d1r. 0_gzar istehlak1larda sat1nalma qYrarlar1, YsasYn, tYdarkat mYrkYzlYri tYrYfindYn kollegial qaydada qYbul edilir. TYdarkat mYrkYzi rYsmi mstYqil qurum deyildir, o, sadYjY olaraq, mYssisYnin mxtYlif blmYlYrinin i_ilYrindYn tY_kil olunmu_ qeyri-formal tY_kilatd1r. TYdarkat mYrkYzlYrinY, bir qayda olaraq, a_a1dak1 _YxslYr daxil olurlar: 1. TY_Ybbskar. TYdarkat prosesini ba_lay1r, mYsYlYn, kontraktlar1n haz1rlanmas1 ilY mY_ul olur. 2. 0stifadYi. BilavasitY sat1n al1nm1_ mYhsuldan istifadY edYn _Yxs vY ya _YxslYrdir, mYsYlYn, qaynaq1. 3. QYrar qYbul edYn _Yxs. MYhsulgndYrYnlYri vY konkret mYmulat1 semYk sYlahiyyYtinY malik olan _Yxsdir, mYsYlYn, istehsal blmYsinin rYhbYri. 4. Nfuzlu _YxslYr. DigYr i_tirak1lar1 informasiya ilY tYmin edir vY prosesin gedi_indY seim meyarlar1 YlavY edir, mYsYlYn, mhasiblYr. 5. Al1j1. Kontraktlar1n _YrtlYrini yerinY yetirmYyY sYlahiyyYti olan _Yxs, mYsYlYn, tYdarkat i_isi. 6. 0nformasiya vasitYilYri. Onlara informasiya ax1n1na nYzarYt edYn vY tYdarkat mYrkYzinin digYr zvlYrinY informasiyadan istifadY etmYyY ijazY verYn vY ya ijazY vermYyYn _YxslYr, mYsYlYn, katiblYr vY yaxud, bilavasitY al1j1lar aiddir. nki mYhsulgndYrYnlYr tYdarkat mYrkYzinin digYr zvlYri ilY kontakt yaratmaq n YvvYljY al1j1n1n raz1l11n1 almal1d1r. Sat1nalmalar1n xarakterindYn as1l1 olaraq qYrarlar1n qYbulu prosesindY ya tYdarkat mYrkYzinin btn zvlYri, yaxud da bir vY ya bir neYsi i_tirak edir. Sat1nalmalar xarakterinY grY yerY: 1) yeni sat1nalmalara, 2) sadY tYkrar sat1nalmalara vY 3) modifikasiya olunmu_ tYkrar sat1nalmalara blnr. Yeni sat1nalmalara mYssisYnin ilk dYfY ald11 vY onun bu sahYdY tYjrbYsi kifayYt qYdYr olmad11 vY ya mumiyyYtlY olmad11 sat1nalmalar aiddir. Bu sat1nalmalarda tYdarkat mYrkYzinin btn zvlYri i_tirak edir. Yeni sat1nalmalar1 hYyata keirmYk mYqsYdilY al1j1 btn potensial sat1j1lar1n siyah1s1n1 tYrtib edir, onlar1n tYklif etdiklYri qiymYti, dYni_ _YrtlYrini, sifari_ hYjmini, mYhsulgndYrmY mddYtini, gstYrilYn xidmYtlYrin nvlYrini vY sYviyyYsini vY mYhsulgndYrmYnin digYr _YrtlYrini yrYnir. MYhsulgndYrYn mYssisYnin vY mYhsulun seilmYsi uzunmddYtli mzakirYlYr tYlYb edir. Sat1j1 bu halda tYdarkat mYrkYzinin btn zvlYrinY tYsir etmYyY al1_1r, al1j1ya seimi hYyata keirmYk n informasiya kmYyi gstYrir vY digYr sat1j1lara nisbYtYn zlYrinin stnlklYrini izah edirlYr. SadY tYkrar sat1nalmalara etibarl1 mYhsulgndYrYn mYssisYlYrdYn uzunmddYt YrzindY al1nan vY xsusiyyYtlYrinY grY rYqib mYhsullardan praktiki jYhYtdYn fYrqlYnmYyYn mYhsullar aid edilir. 0stehsal edilYn mYhsulun tYrkibinY daxil olmayan ujuz kmYki materiallar1n (mYsYlYn, srtk materiallar1, dYftYrxana lYvazimatlar1 vY s.) al1nmas1 da sadY tYkrar sa-t1nalmalara aiddir. Bu tip sat1nalmalara dair qYrar tYdarkata mYsul olan _Yxs tYrYfindYn qYbul olunur. TYkrar sifari_in verilmYsi YvvYllYr qYbul edilmi_ prosedura uyun hYyata keirilir. Bu sat1nalmalara uyun olaraq mYhsulgndYrYn mYssisYlYr daima z mYhsullar1n1n vY gstYrdiklYri xidmYt-lYrin keyfiyyYtini yax_1la_d1rmaa al1_1r, sifari_lYrin verilmYsini av-tomatla_d1r1rlar vY s. Modifikasiya olunmu_ sat1nalmalar sadY tYkrar sat1nalmalarla yeni sat1nalmalar aras1nda mvqe tutur. Bu sat1nalmalarda mYhsula olan tYlYblYr dYyi_mYz qalsa da, mYhsulgndYrmY _YrtlYrindY (mYsYlYn, mYhsulun qiymYtindY, mYhsullar1n atd1r1lmas1nda vY mYhsulgndYrmYnin digYr _YrtlYrindY) mYyyYn dYyi_ikliklYr edilir. Sat1nalmaya dair qYrarlar1n qYbu-lunda sadY tYkrar sat1nalmalara nisbYtYn tYdarkat mYrkYzinin daha ox zvlYri i_tirak edir. AdYtYn, bu tip sat1nalmaya dair qYrar1n qYbulunda tYjhizat vY istehsalat _bYsinin i_ilYri, hYminin mhYndislYr i_tirak edir. Bir qayda olaraq, mYssisYnin rYhbYrliyi qYrarlar1n qYbulunda i_tirak etmir . 0_gzar istehlak1lar1n davran1_1na tYsir gstYrYn amillYrdYn biri dY mYhsulgndYrYnlYrin tYkliflYrinin qiymYtlYndirilmYsindY nYzYrY al1nan seim meyar1d1r. TYdarkat mYrkYzinin zvlYri sat1nalmaya dair qYrarlar qYbul edYrkYn texniki, iqtisadi, sosial vY _Yxsi xarakterli meyarlar1 nYzYrY al1rlar. MYsYlYn, mrYkkYb avadanl1qlar1n sat1n al1nmas1nda, YsasYn, avadanl11n keyfiyyYt gstYrijilYri ilY yana_1 investisiya edilmi_ kapitala d_Yn mYnfYYt normas1, materiallar1n vY detallar1n al1nmas1nda isY mYhsulun keyfiyyYti ilY yana_1 xYrjlYrY qYnaYt gstYrijisi nYzYrY al1na bilYr. Son istehlak1lar1n davran1_1nda olduu kimi, i_gzar istehlak1lar1n davran1_1 da  stimul-reaksiya modelinY Ysaslan1r. Yuxar1da qeyd edilYn amillYri nYzYrY almaqla, i_gzar istehlak1lar1n davran1_1n1 a_a1dak1 sxemdY olduu kimi gstYrY bilYrik (_Ykil 4.6) 0_gzar istehlak1lar da mYhsulun al1nmas1na dair qYrarlar qYbul edilYrkYn iki gstYrijini: 1) mYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqin sYviyyYsini vY 2) istehlak1 jYlbedijiliyini, yYni istehlak1 n qYrar1n vajibliyi sYviyyYsini nYzYrY al1r. MYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqin sYviyyYsi yksYk vY a_a1 qiymYtlY, istehlak1 jYlbedijiliyi isY gjl vY zYif qiymYtlY qiymYtlYndirilir. Yuxar1da qeyd edilYn gstYrijilYrdYn as1l1 olaraq i_gzar istehlak1lar 4 tip sat1nalma qYrarlar1: 1) mrYkkYb sat1nalma qYrarlar1, 2) bYsit sat1nalma qYrarlar1, 3) vYrdi_Y Ysaslanan sat1nalma qYrarlar1 vY 4) YdalYtY Ysaslanan sat1nalma qYrarlar1 qYbul edirlYr. MrYkkYb sat1nalma qYrarlar1n1n qYbulu prosesi dY, son istehlak1larda olduu kimi, 5 mYrhYlYdYn: tYlYbat1n yaranmas1; informasiyan1n axtar1lmas1; mYhsulgndYrYnlYrin seilmYsi; mYhsulun al1nmas1 vY fYaliyyYtin qiymYtlYndirilmYsi mYrhYlYsindYn ibarYtdir (^Ykil 4.3) Lakin, bu mYrhYlYlYrin mYzmunu son istehlak1lar1n qYrarlar1n qYbulu prosesinin mYrhYlYlYrinin mYzmunundan fYrqlYnir. 0_gzar istehlak1larda da mYhsula tYlYbat, son istehlak1larda olduu kimi, hYm daxili (mYsYlYn, istehsal1n texnikas1 vY texnologiyas1n1n tYkmillY_dirilmYsi, istehsal gjlYrinin art1r1lmas1, yeni mYhsul istehsal1n1n tY_kili vY s. ilY YlaqYdar olaraq), hYm dY xariji amillYrin (mYsYlYn, mYhsul istehsal1n1n yeni texnikas1 vY texnologiyas1n1n, texniki-istismar parametrlYri yax_1la_d1r1lm1_ avadanl1qlar1n tYklif edilmYsi ilY YlaqYdar olaraq) tYsiri nYtijYsindY meydana 1xa bilYr. TYlYbat1n dYnilmYsinin zYruriliyi dYrk edildikdYn sonra tYlYb edilYn mYhsulun sat1n al1nmas1na dair qYrar1n qYbul edilmYsindY i_tirak edYjYk _YxslYrin siyah1s1 mYyyYnlY_dirilir vY tYdarkat mYrkYzi formala_d1r1l1r. TYdarkat mYrkYzinin zvlYri tYlYb olunan mYhsulun (vY ya mYhsullar1n) spesifikasiyas1n1 tYrtib edirlYr. MYhsulun spesifikasiyas1n1n tYrtib edilmYsindY mhYndis-texniki i_ilYr daha fYal i_tirak edirlYr.   Sat1n al1najaq mYhsulun spesifikasiyas1 tYrtib edildikdYn sonra mvjud vY potensial mYhsulgndYrYnlYr mYyyYnlY_dirilir, onlar1n imkanlar1 tYhlil edilir (mYsYlYn, texniki ekspertizas1 vY reputasiyas1) vY bu tYhlil Ysas1nda mYhsulgndYrYnlYrin siyah1s1 tYrtib edilir. Bu siyah1ya uyun olaraq ya onlara sorular gndYrilir vY ya mYssisYnin tijarYt nmayYndYsi onlarla mYhsulgndYrmYlYrY dair dan1_1qlar apar1r. Bundan sonra isY nvbYti mYrhYlY, yYni mYhsulgndYrYnlYrin qiymYtlYndirilmYsi mYrhYlYsi hYyata keirilir. Bu mYrhYlYdY tYdarkat mYrkYzi mYhsulgn-dYrYnlYrin tYkliflYrinin tYrtib edilmi_ spesi-fikasiyaya vY digYr seim meyarlar1na (mY-sYlYn, qiymYt, gstYrilYn xidmYtlYr, sifari-_in yerinY yetirilmY mddYti, etibarl1l11 vY s.) uyunluunu mYyyYnlY_dirir. Bu qiymYtlYndirmY Ysas1nda mYhsulgndYrYn (mYhsulgndYrYnlYr) seilir. MYhsulun sat1n al1nmas1 mYrhYlYsindY balanm1_ mqavilYlYrY uyun olaraq mYhsulgndYrmYlYr hYyata keirilir. Sonunju mYrhYlYdY sat1nalmalar1n nYtijYsi vY mYhsulgndYrYnlYrin fYaliyyYtinin qiymYtlYndirilmYsi hYyata keirilir. Burada da, son isteh-lak1larda olduu kimi, iki hal mvjuddur: 1) sat1nalmalar1n nYtijYsi vY mYhsulgndYrYnlYrin fYaliyyYti mYssisYni tam tYmin edY bilYr vY 2) sa-t1nalmalar1n nYtijYsi vY mYhsulgndYrYnlYrin fYliyyYti mYssisYni tYmin etmYyY bilYr. Birinji halda mYssisY hYmin mYhsulgndYrYnlYrlY YmYkda_l11 davam etdirir vY ona sadiqlik yaran1r. 0kinji halda isY mYssisY yeni mYhsul-gndYrYnlYr semYk mYjburiyyYtindY qal1r vY sat1nalma prosesini yenidYn ba_lay1r. MYhsul markalar1n1n xsusiyyYtlYri aras1ndak1 fYrqin sYviyyYsi yksYk, istehlak1 jYlbedijiliyi zYif olduu halda bYsit sat1nalma qYrarlar1 qYbul edilir. Bu tip qYrarlar modifikasiya olunmu_ sadY tYkrar sat1nalmalar zaman1 qYbul edilir. Bu qYrarlar1n qYbulunda hYm tYdarkat mYrkYzinin daha az sayda zvlYri (adYtYn, istehsalat vY tYjhizat _bYsinin YmYkda_lar1) i_tirak edir, hYm dY mrYkkYb qYrarlar1n qYbulu prosesindYki informasiyan1n axtar1lmas1 vY mYhsulgndYrYnlYrin seilmYsi mYrhYlYlYrindYki i_lYr yerinY yetirilmir. TYda-rkat agenti mYhsulun spesifikasiyas1n1, miqdar1n1 vY gndYrilmY vaxt1n1 gstYrmYklY sifari_ tYrtib edir vY onu mvjud mYhsulgndYrYnY tYqdim edir. Sat1nalma hYyata keirildikdYn sonra fYaliyyYtin qiymYtlYndirilmYsi hYyata keirilir. VYrdi_Y vY YtalYtY Ysaslanan sat1nalma qYrarlar1, bir qayda olaraq, sadY tYkrar sat1nalmalar zrY qYbul olunur. Bu sat1nalma qYrarlar1 tYdarukata mYsul olan _Yxs tYrYfindYn hYyata keirilir. TYdarkat i_isi YvvYllYr qYbul edilmi_ mYhsulgndYrmY _YrtlYrinY uyun olaraq fYaliyyYtinin nYtijYsi mYs-sisYni tYmin etmi_ mvjud mYhsulgndYrYnY sifari_ verir vY yaxud sifari_ avto-matla_d1r1lm1_ recimdY hYyata keirilir. MYhsulgndYrYnin fYaliyyYtinin qiy-mYtlYndirilmYsi mrYkkYb qYrarlar1n qYbul edilmYsi prosesinY uyun hYyata keirilir. zn yoxlama suallar1 vY tap_1r1qlar 1. 0stehlak1 davran1_1 dedikdY nY ba_a d_rsnz? 0stehlak1 davran1_1n1n yrYnilmYsi hans1 modelY Ysaslan1r? 2.Son istehlak1lar1n davran1_1na tYsir edYn amillYr hans1lard1r? Son istehlak1lar1n mrYkkYb sat1nalma qYrarlar1 qYbul etmYsi prosesini izah edin. 3. 0_gzar istehlak1lar bazar1n1n davran1_1na hans1 amillYr tYsir edir? 0_gzar istehlak1lar1n sat1nalma qYrarlar1n1n qYbulu prosesindY hans1 _YxslYr i_tirak edir? 0_gzar istehlak1lar1n mrYkkYb sat1nalma qYrarlar1 qYbul etmYsi prosesinin mYrhYlYlYrini izah edin. 4.Son istehlak1lar1n davran1_1 ilY i_gzar istehlak1lar1n davran1_1n1n ox_ar vY fYrqli tYrYflYrini izah edin. 0stifadY edilmi_ YdYbiyyat1n siyah1s1 Kotler F., Marketinqin Ysaslar1, Bak1, Ergn. 1993, s. 61-83 Assel Q., Marketinq: prinip1 i strateqiY, M., 0NFRA-M, s. 191-294 Qolubkov E. P., Marketinqov1e issledovaniY: teoriY, metodoloqiY i praktika, M., Finpress, 1998 Qolubkov E. P., Osnov1 marketinqa, M., Finpress, 1999, s. 95-282 Djobber D., Prinip1 i praktika marketinqa, M., 0zd. Dom  VilYms , 2000, s. 67-112, s. 147-206 Kotler F., Armstronq Q., Sonders Dj., Vonq V., Osnov1 marketinqa, 2-e evrop. izd., Kiev; Moskva; Sankt-Peterburq, 0zdatelskiy dom  VilYms , 1998, s. 347-474 BelYevskiy 0. K., Marketinqovoe issledovanie: informaiY, analiz, proqnoz, M., Finans1 i statistika, 2001 Lamben J. J., Menedjment, orientirovann1y na r1nok, SPb., Piter, 2004, s. 160-211 Marketinq, pod redakiey akademika P. N. Romanova, M., Banki i birji, 1996, s. 48-115 erill Q. A., Marketinqov1e issledovaniY, SPb, Piter, 2001 Xardinq Q., Marketinq prom1_lenn1x tovarov, M., Sirin, 2002 Gvans Dj. R., Berman B., Marketinq, M., Gkonomika, 1990, s. 27-43 A8E>;>J8 0<8;;O@ !>A80; 0<8;;O@ O4O=89OB 0<8;;O@8 0@:5B8=3 0<8;;O@8 AB5I;0:GK=K= HOEA899OB8 8;O O;03O40@ >;0= 0<8;;O@ 0@0 3CBC ( OIAC;C= <0@:0AK ( OIAC;C= G5H848 ( !0BKH :0=0;;0@K ( ;KH 95@8 ( ;KH 20EBK (O:8; 4/1. !>= 8AB5I;0:GK;0@K= 402@0=KH <>45;8 (O:8; 4/2. 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