ࡱ> |~wxyz{#`pbjbjmmI?^vvvv    4 BBB8CKrdLHMMMMVVV )8 $ hu:Q VV"VVVvvMMUűűűV@v"M M űV űűr MXL P<,UpBmŴk0״7$ VVűVVVVVVVVVVVV+BB vvvvvv MVZU 6. MARKET0NQD MHSUL S0YAST0 Plan: 6.1. MYhsul e_idi vY mYhsul nomenklaturas1 6.2. MYhsullar1n tYsniflY_dirilmYsi 6.3. MYhsulun hYyat dvran1 6.4. Yeni mYhsulun yarad1lmas1n1n planla_d1r1lmas1 6.5. MYhsullar1n rYqabYt qabiliyyYtliliyi 6.6. TijarYt markas1 vY tijarYt ni_an1 6.7. MYhsullar1n qabla_d1r1lmas1 6.1. MYhsul e_idi vY mYhsul nomenklaturas1 MYhsul istehlak1n1n tYlYbat1n1 dYmYk mYqsYdilY bazara tYklif edilYn hYr hans1 tYlYbat1 dYmYk qabiliyyYtinY malik olan tYbiYt tYrYfindYn haz1r _YkildY verilYn vY (vY ya) insan YmYyi ilY yarad1lan btn predmetlYrdir, _eylYrdir, maddi nemYtlYrdir. MYhsul marketinq fYaliyyYtinin, marketinq kompleksinin nvYsini tY_kil edir. nki, YvvYlki mvzularda da qeyd etdiyimiz kimi, marketinq istehlak1n1n tYlYbat1n1 dYmYyY, onun problemini hYll etmYyY ynYldilmi_ bazar konsepsiyas1d1r vY zndY tYlYbat1n a_kar edilmYsi vY dYnilmYsi zrY YmYliyyatlar1 birlY_dirir. 0stehlak1 z tYlYbat1n1 vY ya problemini yaln1z mYyyYn mYhsullar (xidmYtlYr) almaqla dYyY bilir. 0stehlak1lar1n tYlYbatlar1 vY problemlYri, hYminin hYr bir mYhsulun tYlYbat dYmY vY problem hYlletmY qabiliyyYti mxtYlif olduundan istehlak1lar mYhsula mxtYlif faydalar1n mYjmusu kimi yana_1r vY onun mxtYlif zYlliklYrinY stnlk verirlYr. MYsYlYn, bir qrup istehlak11 avtomobilY bir mYntYqYdYn digYr mYntYqYyY getmYk vasitYsi kimi bax1r vY onun qYnaYtilliyinY stnlk verir, digYr qrup istehlak1 ona sosial statusunun ifadYsi vasitYsi kimi yana_1r vY onun bahal11na, rahatl11na, byklynY vY bu kimi digYr xsusiyyYtlYrinY stnlk verir vY s. J. ^et, B. Nmen vY B. Qross istehlak1lar1n mYhsuldan almaq istYdiklYri faydalar1 be_ qrupa: a) funksional faydal1l1a (alternativ mYhsullar a_kar grnYn funksional, utilitar vY ya fiziki zYlliklYri sayYsindY funksional faydal1l1a malik olurlar); b) sosial faydal1l1a (alternativ mYhsullar demoqrafik, sosial-iqtisadi vY mYdYni qruplara aid edilYn msbYt vY mYnfi sterotiplYrlY assosiyala_mas1 sayYsindY sosial faydal1l1a malik olurlar); j) emosional faydal1l1a (alternativlYr mYyyYn duyular vY mYyyYn hisslYr yaratd1qda sosial faydal1l1q kYsb edir); ) anlamaq faydal1l11na (alternativlYr mvjud olan _eylYrdYn fYrqli bir _ey tYklif etmYk qabiliyyYti sayYsindY anlamaq faydal1l11na malik olurlar) vY d) _Yrti faydal1l1a (yaranm1_ fiziki vY ya sosial _Yraitin funksional vY ya sosial faydal1l11n1n artmas1 nYtijYsindY alternativlYr _Yrti faydal1l1a malik olurlar) blrlYr. 0stehlak1lar mYhsul seYrkYn vY alarkYn YldY etmYk istYdiklYri faydalara Yn ox uyun gYlYn mYhsul seir vY al1rlar. Buna grY dY mYssisY mYhsul siyasYtini haz1rlayarkYn istehlak1n1n YldY etmYk istYdiyi faydan1 vY ya faydalar1, onun mYhsulun hans1 zYlliyinY stnlk verdiyini mYyyYn etmYli vY mYhsullar1n xsusiyyYtlYrini ona uyunla_d1rmalid1r. Yuxar1da qeyd olunlarla YlaqYdar olaraq mYhsulun strategiyas1n1n haz1rlanmas1 vY planla_d1r1lmas1 praktikas1nda mYhsulun sYviyyYsi: mYzmunja mYhsul, real mYhsul vY gjlYndirilmi_ mYhsul anlay1_lar1ndan istifadY edilir. MYzmunja mYhsul dedikdY (buna Ysas mYhsul, baza mYhsulu, bazis servisi dY deyilir) mYyyYn mYziyyYtlYrY, tYyinata, istehlak1n1n hYr hans1 bir problemini hYll etmYk, istehlak1ya fayda vermYk qabiliyyYtinY malik olan btn _eylYr, maddi nemYtlYr ba_a d_lr. Bu mYhsul mYssisYnin mYhsul siyasYtinin Ysas1n1 tY_kil edir. 0stehlak1 mYhz bu mYhsulu al1r. BelY ki, istehlak1n1 mYhsulu almaa svq edYn, tYhrik edYn mYhz hYmin mYhsulun mYziyyYtlYri, tYlYbat1 dYmYk qabiliyyYtidir. MYsYlYn, soyudujular1n Ysas zYlliyi (mYziyyYti, xsusiyyYti) bYzi Yrzaq mYhsullar1n1n keyfiyyYtinin itirilmYsinin, onun tez xarab olmas1n1n qar_1s1n1 almaqla istehlak1n1n mYhsulun uzunmddYtli saxlanmas1 problemini hYll etmYkdir. Real mYhsul (bu mYhsul konkret mYhsul da, zYruri servis dY adland1r1l1r) fYrqlYndiriji xsusiyyYtlYrY: keyfiyyYtY, dizayna, istehlak xsusiyyYtlYrinY, marka ad1na vY xariji tYrtibata malik olan mYzmunja mYhsuldur. MYsYlYn, inar-7 vY ya inar-11 soyudujular1 bir-birindYn vY digYr mYi_Yt soyudujular1ndan fYrqli keyfiyyYtY, dizayna, istehlak xsusiyyYtlYrinY, hYjmY vY digYr gstYrijilYrY malikdir. DemYli, real mYhsul mYyyYn fYrqlYndiriji xsusiyyYtlYrlY malik olan mYzmunja mYhsuldur. GjlYndirilmi_ mYhsul (bu mYhsul geni_lYndirilmi_ mYhsul da, YlavY servis dY adland1r1l1r) sat1_sonras1 servis xidmYti (sat1_dan sonrak1 tYminatl1 tYmir, kreditlY sat1_, mYhsulun tYyinat yerinY atd1r1lmas1 vY qura_d1r1lmas1, istifadYinin yrYdilmYsi vY bu kimi digYr xidmYt nvlYri) ilY m_ayiYt olunan real mYhsuldur. MYsYlYn, real mYhsul olan inar-7 mYi_Yt soyudujusunun tYyinat yerinY atd1r1lmas1na vY qura_d1r1lmas1na, kreditlY sat1_1na, zYmanYtli tYmirinY vY digYr xidmYtlYrin gstYrilmYsinY tYminat verildikdY gjlYndirilmi_ mYhsula evrilir. ksYr istehsal1lar1n eyni keyfiyyYtli mYhsullar istehsal etdiyi masir _YraitdY gstYrilYn xidmYtlYrin nvlYri vY keyfiyyYti hYllediji rYqabYt amilinY evrilir. Qeyd etmYk laz1md1r ki, real vY gjlYndirilmi_ mYhsul istehlak1 davran1_1n1n vY onun mYhsul sat1n al1nmas1na dair qYrarlar qYbul etmYsinin Ysas1n1 tY_kil edir. Pareto qanununa grY mYhsulun haz1rlanmas1na sYrf edilYn vYsaitin 80%-i mYzmunja mYhsulun, qalan 20%-i isY real vY gjlYndirilmi_ mYhsulun yarad1lmas1na sYrf edilir. Lakin istehlak1lar 80% real vY gjlYndirilmi_ mYhsulun xsusiyyYtlYrini, 20% isY Ysas mYhsulun zYlliklYrini nYzYrY almaqla mYhsul sat1n al1nmas1na dair qYrarlar qYbul edirlYr. 0stehlak1lar mYhsula mYyyYn istehlak xsusiyyYtlYrinin mYjmusu kimi bax1r vY mYhsul alarkYn hYmin xsusiyyYtlYri zlYrinin tYlYbatlar1na uyun olaraq vajiblik dYrYjYsinY grY s1ralay1rlar. Onlar hYmin xsusiyyYtlYri zlYrinin tYlYbatlar1 ilY mqayisY edir vY tYlYbatlar1na Yn ox uyun gYlYn mYhsulu al1rlar. Daha ox istehlak1 jYlb etmYk vY bunun sayYsindY daha ox mYhsul satmaq vY mYnfYYt YldY etmYk naminY mYssisYlYr zlYrinin mYhsul nomenklaturas1n1n, mYhsul kateqoriyas1n1n vY e_idinin mxtYlifliyini tYmin etmYli vY mYqsYd seqmentinin tYlY-bat1na uyunla_d1rmal1d1rlar. DemYli, mYssisYnin mYhsul siyasYtinin haz1rlanmas1nda mYssisYnin mYhsul nomenklaturas1n1n, kateqoriyas1n1n vY e_idinin dzgn mYyyYn edilmYsi hYllediji rol oynay1r. MYhsul kateqoriyas1 dedikdY eyni tYlYbatlar1 dYmYk n nYzYrdY tutulan qohum, ox_ar mYhsul e_idlYrinin, markalar1n1n mYjmusu ba_a d_lr. MYsYlYn, minik avtomobillYri vY ya Ytriyyat-kosmetika mYhsullar1 mYhsul kateqoriyas1n1 tY_kil edir. MYhsul e_idi mYyyYn mYhsul kateqoriyas1na daxil olan vY eyni bir mYhsul markas1 ilY burax1lan mxtYlif lyY, modelY, rYngY vY digYr fYrqlYndiriji istehlak xsusiyyYtlYrinY malik olan mYhsullar1n mYjmusudur. MYsYlYn, Lada, Mercedes vY Volvo minik avtomobillYrinin, odekalonlar, dodaq pomadalar1 vY YtirlYr Ytriyyat-kosmetika kateqoriyas1n1n mYhsul e_idlYridir. Bu mYhsullar1n hYr birini mYhsul kateqoriyas1na daxil olan mYhsul e_idi qrupu da adland1rmaq olar. HYr bir mYhsul e_idinY vY ya mYhsul markas1na daxil olan mxtYlif fYrqlYndiriji istehlak xsusiyyYtlYrinY malik olan hYr bir mYhsul e_id pozisiyas1 vY ya e_id vahidi adland1r1l1r. MYsYlYn, Lada-2106, Lada-2107, Lada-2108 Lada-2109 vY Lada-2110 Lada minik avtomobillYri e_idinin, Miss-Riqa, 3 Plyus, ^arm, Kredo vY Dzintars-21 do-daq pomadas1n1n e_id pozisiyas1 vY ya e_id vahidlYridir. Qeyd etmYk laz1md1r ki, mYhsul e_idinin vY mYhsul kateqoriyas1n1n mYyyYn edilmYsinin dYqiq qaydas1 mvjud deyildir. MxtYlif mYhsullar mxtYlif lkYlYrdY mxtYlif jr qavran1ld11ndan mYhsul kateqoriyas1 vY e_idi ayr1-ayr1 lkYlYrdY vY mYssisYlYrdY mxtYlif jr izah edilir. MYsYlYn, velosipedlYrin Ysas nYqliyyat vasitYsi hesab edildiyi lkYlYrdY onlar1 funksiyas1ndan as1l1 olaraq bir neY mYhsul kateqoriyas1na - da, yar1_, tandem, -srYtli vY on-srYtli velosipedlYrY blrlYr. VelosipedlYrin insanlar1n gndYlik hYyat1nda hYllediji rol oynamad11 AB^-da isY onlar1n ham1s1n1 yaln1z bir mYhsul kateqoriyas1nda birlY_dirYjYklYr. EynilY, bYzi firmalar bu mYfhumu ox geni_ (mYsYlYn, mYhsul kateqoriyas1 zrY menejerin rYhbYrlik etdiyi mYtbYx jihazlar1 kimi), bYzi firmalar isY ox mYhdud (mYsYlYn, soyudujular1n, paltaryuyan, paltarqurudan vY qabyuyan ma_1nlar1n ayr1-ayr1 e_idlYri kimi) mYy-yYnlY_dirirlYr. BYzYn, mxtYlif dad alarlar1na malik olan Slice alkoqolsuz ikisindY olduu kimi, mYhsul e_idi ayr1ja bir mYhsul markas1 ilY eynilY_dirilir. BYzYn isY mYhsul e_idi eyni bir mYhsul kateqoriyas1n1n mxtYlif markalar1n1 zndY birlY_dirY bilYr. MYsYlYn, Kellogg mYhsul kateqoriyas1 zndY ya_l1lar n nYzYrdY tutulan Mueslix, Product-19, Fiberjise vY All Bran markalar1n1 birlY_dirir . MYhsul kateqoriyas1n1n vY e_idinin neY mYyyYn edilmYsindYn as1l1 olmayaraq, mYssisY istehlak1lar1n problemini kompleks hYll etmYk vY rYqabYt stnly YldY etmYk mYqsYdilY mYhsul e_idinin mxtYlifliyini tYmin etmYlidir. Ba_qa szlY desYk, mYssisY mYhsul e_idinin dYrinliyini, geni_liyini vY uyunluunu tYmin etmYlidir. MYhsul e_idinin geni_liyi dedikdY yeni mYhsul qruplar1 hesab1na mYhsul e_idinin say1n1n art1r1lmas1, e_id mxtYlifliyinin tYmin edilmYsi, yYni mvjud mYhsul e_idinY yeni e_id qrupunun vY ya markas1n1n daxil edilmYsi ba_a d_lr. Bu zaman yeni mYhsulun haz1rlanmas1 mvjud mYhsullara, mvjud mYhsul e_idinY Ysaslanmaqla hYyata keirilir. MYhsul e_idinin geni_liyi e_idY daxil olan e_id qruplar1n1n say1 ilY mYyyYn edilir. MYsYlYn, YgYr Ytriyyat-kosmetika mYhsullar1 istehsal edYn mYssisY 5 e_id qrupu - Ytriyyat, di_ pastas1, dodaq pomadas1, _ampun vY krem istehsal edirsY, onda onun mYhsul e_idinin geni_liyi 5-Y bYrabYr olur. GndYlik tYlYbat mYhsullar1 istehsal edYn vY satan mYssisYlYr mYhsul e_idinin geni_liyinY xsusi diqqYt yetirmYlidirlYr. nki gndYlik tYlYbat mYhsullar1n1n istehlak1lar1 istehlak etdiklYri mYhsullar1 hYm eyni bir yerdYn, hYm dY dYst _YkildY almaa stnlk verirlYr. MYhsul e_idinin geni_lYndirilmYsi isY mYhsulun differensialla_d1r1lmas1na vY bunun sayYsindY, istehlak1n1n mxtYlif tYlYbatlar1n1 dYmYyY, istehlak1ya tam mYhsul dYsti YldY etmYyY imkan verir. MYhsul e_idinin geni_lYndirilmYsi formada: 1) e_idin yuxar1dan a_a1ya geni_lYn-dirilmYsi, 2) e_idin a_a1dan yuxar1ya geni_lYndirilmYsi vY 3) hYr iki istiqamYtdY geni_lYndirmY formas1nda hYyata keirilir. MYhsul e_idi a_a1dan yuxar1ya geni_lYndirildikdY mYhsul e_idinin geni_lYndirilmYsi x1rda, kiik vY ya subseqmentlYr n istehsal edilYn mYhsul e_idinY daha iri seqment (vY ya seqmentlYr) n mYhsul qrupu YlavY etmYklY hYyata keirilir. MYhsul e_idi yuxar1dan a_a1ya geni_lYndirildikdY isY mYhsul e_idinin geni_lYndirilmYsi iri seqment (vY ya seqmentlYr) n istehsal edilYn mYhsul e_idinY daha x1rda, kiik vY ya subseqment n mYhsul qrupu YlavY etmYklY hYyata keirilir. MYhsul e_idi hYr iki istiqamYtY geni_lYndirildikdY mYhsul e_idinin geni_lYndirilmYsinin YvvYlki hYr iki variant1ndan, yYni hYm e_idin a_a1dan yuxar1ya geni_lYndirilmYsi variant1ndan, hYm dY e_idin yuxar1dan a_a1ya geni_lYndirilmYsi variant1ndan istifadY edilir. MYhsul e_idinin dYrinliyi dedikdY eyni mYhsul e_idi qrupuna daxil olan mYhsullar1n mxtYlif modellYrinin, tip-nv-llYrinin vY s. haz1rlanmas1 vY onun hesab1na e_id pozisiyalar1n1n vY ya e_id vahidlYrinin say1n1n art1r1lmas1 ba_a d_lr. Ba_qa szlY desYk, mYhsul e_idinin dYrinliyi ona daxil olan mYhsul e_idi vahidlYrinin say1d1r. MYsYlYn, Sony firmas1 Walkman e_idinin dYrinliyini art1rmaq mYqsYdilY onun 41 variant1n1, o jmlYdYn Outback idman variant1n1, su keirmYyYn plyac variant1n1, u_aqlar n My First Sony modelini istehsal etmYyY ba_lam1_d1r. Bu halda mYhsul e_idinin dYrinliyi 41-Y bYrabYrdir. MYhsul e_idinin dYrinliyinin art1r1lmas1 mYssisYyY mxtYlif bazar seqmentlYrinin hYmin mYhsula tYlYbat1n1 dYmYyY, mxtYlif qiymYt strategiyas1 hYyata keirmYyY imkan verir vY yeni rYqiblYrin meydana 1xmas1na mane olur. Xsusi tYyinatl1 mYhsullar istehsal edYn vY satan mYssisYlYr mYhsul e_idinin dYrinliyinY diqqYt yetirmYlidirlYr. nki, bu istehlak1lar mYhsul sat1n al1nmas1na dair qYrarlar qYbul edYrkYn onlar1n mqayisYsinY daha ox stnlk verirlYr. MYhsul e_idinin uyunluu dedikdY istehlak1 qruplar1, sat1_ kanallar1 vY s. amillYr bax1-m1ndan hYmin e_idY daxil olan mYhsullar1n ox_arl11, mumiliyi, yax1nl11, daha geni_ mYnada bir-birini YvYz edY bilmYsi ba_a d_lr. MYssisY znn mYhsul e_idi strategiyas1n1 bazar situasiyas1na, istehlak1n1n tYlYbat1na vY al1_ motivinY uyunla_d1rmaq mYqsYdilY daima mvjud mYhsul e_idinY yeni mYhsullar daxil edir, yaxud bYzi mYhsullar1 mYhsul e_idindYn 1xar1r vY bununla mYhsul e_idinin geni_liyini vY dYrinliyini art1r1r. Bu zaman mYssisY 4 tip strategiyadan: e_idin art1r1lmas1; mvjud mYhsul markas1n1n saxlanmas1; mYhsul e_idinin ixtisar edilmYsi vY mYhsul e_idinin mYhdudla_d1r1lmas1 strategiyalar1ndan istifadY edY bilYr. e_idin art1r1lmas1 strategiyas1nda mYssisYnin mYhsul e_idi ona yeni mYhsul qruplar1n1n, yeni mYhsul modellYrinin, tiplYrinin vY s. YlavY edilmYsi hesab1na art1r1l1r. Bu strategiyan1 tYtbiq etmYklY mYssisY istehlak1ya geni_ seim imkan1 vY tam e_iddY mYhsul almaq imkan1 yarad1r. Bununla o, rYqabYt stnly vY rYqiblYrin yarada bilYjYyi tYhlkYlYrdYn yay1nmaq imkan1 YldY edir. Mvjud mYhsul markas1n1n saxlanmas1 strategiyas1n1n mahiyyYti ondan ibarYtdir ki, mYhsul e_idinY daxil edilYn yeni mYhsula art1q bazarda kifayYt qYdYr tan1nm1_, bazar uuru qazanm1_ mYhsulun marka ad1 verilir. HYmin mYhsulun marka ad1 istehlak1lara yax_1 tan1_ olduundan, onlar tYrYfindYn yax_1 qYbul edildiyindYn, hYmin marka ad1 ilY burax1lan yeni mYhsul da istehlak1lar tYrYfindYn tez qYbul edilir vY onun bazara 1xar1lmas1 mYssisYyY nisbYtYn ujuz ba_a gYlir. MtYxYssislYrin hesablamalar1na grY yeni mYhsulun mvjud marka ad1 ilY burax1lmas1 onun yeni marka ad1 ilY burax1lmas1na nisbYtYn 40-80% ujuz ba_a gYlir. BYzi hallarda mYhsul e_idinin geni_liyinin vY dYrinliyinin art1r1lmas1 hanibalizmY (hanibalizm mYssisY tYrYfindYn burax1lan hYr hans1 bir yeni mYhsul e_idinin mvjud mYhsul e_idinin sat1_1n1n hYjminin azalmas1na sYbYb olmas1d1r) sYbYb olduundan, onlar1n haz1rlanmas1, ehtiyatlar1n1n saxlanmas1, sifari_lYrinin i_lYnmYsi vY nYql edilmYsi xYrjlYrinin sYviyyYsi yksYldiyindYn vY s. sYbYblYrdYn mYssisYlYr mYhsul e_idinin ixtisar edilmYsi strategiyas1n1 tYtbiq edirlYr. Buna uyun olaraq e_idin ixtisar edilmYsi strategiyas1 mvjud mYhsul e_idindYn alternativ mYhsul modellYrinin, variantlar1n1n vY tip-l-nvlYrinin 1xar1lmas1n1 vY bunun sayYsindY mYhsul e_idinin dYrinliyinin azald1lmas1n1 nYzYrdY tutur. MYhsul e_idinin mYhdudla_d1r1lmas1 strategiyas1, YvvYlki strategiyadan fYrqli olaraq, mYhsul kateqoriyas1ndan mYyyYn mYhsul e_idi qruplar1n1n 1xar1lmas1n1 vY bunun sayYsindY mYhsul e_idinin geni_liyinin azald1lmas1n1 nYzYrdY tutur. MYhsul e_idinin planla_d1r1lmas1n1n mYqsYdi istehsal edilYjYk mYhsullar1n e_idinin mYyyYnlY_dirilmYsi vY onun tYkmillY_dirilmYsi, hYminin mYhsulun qiymYt, keyfiyyYt, texniki-istismar vY iqtisadi parametrlYrinin mYyyYnlY_dirilmYsidir. MYhsul e_idinin planla_d1r1lmas1n1n Ysas1n1 marketinq tYdqiqatlar1 tY_kil edir vY o, bu tYdqiqatlar1n nYtijYlYrinY Ysaslanaraq hYyata keirilir. BelY ki, mYhsul e_idinin planla_d1r1lmas1 prosesindY marketinq tYdqiqatlar1nda toplanm1_ informasiya vY onun nYtijYlYri mYhsul e_idinY, istehlak1lar1n tYlYbatlar1 istehsal1lar1n tYkliflYrinY transformasiya olunur. MYhsul e_idinin planla_d1r1lmas1 prosesi istehsal edilYjYk mYhsullar1n seilmYsi, mvjud vY istehsal edilmYsi nYzYrdY tutulan mYhsullar1n texniki-istismar xarakteristikas1n1n vY istehlak xsusiyyYtlYrinin istehlak1lar1n tYlYbinY uyunla_d1r1lmas1 zrY hYyata keirilYn btn fYaliyyYt nvlYrini YhatY edir MYhsul e_idinin planla_d1r1lmas1 prosesindY a_a1dak1 i_lYr hYyata keirilir: 0stehlak1lar1n jari vY potensial tYlYbat1n1n a_kar edilmYsi; 0stehsal edilYjYk mYhsullar1n istifadY edilmYsi sullar1n1n vY istehlak1lar1n bazar1n mvafiq seqmentindY zn aparmas1 xsusiyyYtlYrinin tYhlili; RYqib mYssisYlYrin mYhsul e_idinin tYhlili vY onlar1n ox_ar mYhsullar1n1n qiymYtlYndirilmYsi; MYssisYnin mYhsul e_idinin tYhlili vY onun mYhsullar1n1n rYqabYt qabiliyyYtliyinin qiymYtlYndirilmYsi; 0stehsal edilYn mYhsullar1n istehlak1lar1n tYlYbat1na uyun gYlmY sYviyyYsinin yrYnilmYsi; MYhsul e_idinin hans1 yeni mYhsullarla geni_lYndirilmYsinin vY ya hans1 mYhsullar1n mYhsul e_idindYn 1xar1lmas1n1n zYruriliyinin Ysasland1r1lmas1; Yeni mYhsullar1n burax1lmas1 vY istehsal1 mYnimsYnilmi_ mYhsullar1n tYkmil-lY_dirilmYsi, habelY burax1lan mYhsullar1n tYtbiqinin yeni sullar1 vY sferalar1 haqq1nda tYkliflYrY bax1lmas1; 0stehlak1lar1n tYlYbat1na uyun olaraq yeni vY ya tYkmillY_dirilmi_ mYhsullar1n spesifikasiyalar1n1n haz1rlanmas1; MtYxYssislYrin i_tirak1 ilY yeni vY tYkmillY_dirilmi_ mYhsullar1n istehsal-sat1_ pers-pektivlYrinin yrYnilmYsi; Potensial istehlak1lar1n i_tirak1 ilY mYhsullar1n testlY_dirilmYsi vY s1naqlar1n kei-rilmYsi; 0stehsal1lar n mYhsulun keyfiyyYtinY, fasonuna, qiymYtinY, ad1na, taras1na, texniki xidmYtin tY_kilinY, qabla_d1r1lmas1na vY s. dair tvsiyYlYrin haz1rlanmas1; MYhsulun sat1_ zrY tvsiyYlYrin haz1rlanmas1; MYssisYnin istehsal-sat1_ fYaliyyYti bax1m1ndan mYhsul e_idinin planla_d1r1lmas1n1n nYtijYsinin qiymYtlYndirilmYsi vY ona yenidYn bax1lmas1. MYssisY mYhsul siyasYtini tYrtib edYrkYn mYhsul kateqoriyas1 vY e_idilY yana_1 mYhsul nomenklaturas1n1 da mYyyYnlY_dirir. MYhsul nomenklaturas1 mYssisY tYrYfindYn bazara tYklif edilYn btn mYhsullar1n toplumudur. Ba_qa szlY desYk, mYssisY tYrYfindYn istehsal edilYn btn mYhsullar1n jYmi onun mYhsul nomenklaturas1n1 tY_kil edir. MYhsul nomenklaturas1 da, mYhsul e_idi kimi, geni_liyi, dYrinliyi vY uyunluu ilY xarakterizY olunur. MYhsul nomenklaturas1n1n geni_liyi mYssisYnin bazara tYklif etdiyi mYhsul pozisiyalar1n1 vY ya mYhsul e_idi vahidlYrinin say1d1r. Bunu ayr1-ayr1 e_id qruplar1na daxil olan e_id vahidlYrinin vY ya pozisiyas1n1n say1n1 toplamaqla mYyyYn edirlYr. FYrz edYk ki, mYssisY e_id-dY: A, B vY C e_iddY mYhsul istehsal edir. A mYhsul e_idinY 4 adda mYhsul, B mYhsul e_idinY 6 adda mYhsul vY C mYhsul e_idinY 8 adda mYhsul daxildir. Onda mYhsul e_idinin geni_liyi 18-Y bYrabYr olajaqd1r. MYhsul nomenklaturas1n1n dYrinliyi mYssisYnin mYhsul nomenklaturas1n1 tY_kil edYn mYhsul e_idinY daxil olan mxtYlif mYhsul markalar1n1n, modellYrinin vY ya variantlar1n1n orta say1d1r. Bu gstYriji hYr bir mYhsul e_idinY daxil olan mYhsullar1n1n say1n1 toplay1b e_idlYrin say1na blmYklY mYyyYn edilir. FYrz edYk ki, mYssisY e_iddY: A, B vY C e_iddY mYhsul istehsal edir. A mYhsul e_idinY 4 adda mYhsul, B mYhsul e_idinY 6 adda mYhsul vY C mYhsul e_idinY 8 adda mYhsul daxildir. Onda mYhsul nomenklaturas1n1n dYrinliyi 6 (18:3) vahid tY_kil edYjYkdir. MYhsul nomenklaturas1n1n uyunluu dedikdY istehlak1 qruplar1, sat1_ kanallar1 vY s. amillYrY grY mYhsul nomenklaturas1na daxil olan mYhsul e_idlYrinin yax1nl11, uyunluu, bir-birini YvYz edY bilmYsi ba_a d_lr. MYhsul nomenklaturas1 strategiyas1n1n haz1rlanmas1nda istifadY olunan strategiyalar vY onlar1n mahiyyYti mYhsul e_idi strategiyalar1 ilY eynidir, yYni burada nomenklaturan1n art1r1lmas1; mvjud mYhsul markas1n1n saxlanmas1; mYhsul nomenklaturas1n1n ixtisar edilmYsi vY mYsul nomenklaturas1n1n mYhdudla_d1r1lmas1 strategiyalar1ndan istifadY edilir. FYrq yaln1z ondad1r ki, mYhsul e_idindY mvjud mYhsul markas1n1n saxlanmas1 strategiyas1 tYtbiq edilYrkYn mvjud mYhsul markas1n1n ad1 ox_ar mYhsula verilirsY dY, burada mvjud mYhsul markas1n1n ad1 tamamilY fYrqli mYhsula da verilY bilYr. 6.2. MYhsullar1n tYsniflY_dirilmYsi MYhsullar1n e_idindYn, nvndYn vY tiplYrindYn as1l1 olaraq onlar1n istehlak1lar1n1n davran1_lar1, marketinq strategiyalar1, sat1nalma qYrarlar1n1n qYbul edilmYsinin xarakteri, sat1_ kanallar1n1n seilmYsi vY s. bir-birindYn jiddi surYtdY fYrqlYnirlYr. Buna grY dY marketinq mtYxYssislYri n mYhsullar1n tYsniflY_dirilmYsi mhm YhYmiyyYt kYsb edir. MYhsullar iki Ysas YlamYtY: 1) grnY bilmY qabiliyyYtinY vY 2) mYhsulun tYyinat1na (istehlak1n1n tipinY) grY tYsniflY_dirilir. MYhsullar bu YlamYtlYr daxilindY dY mxtYlif YlamYtlYrY grY tYsniflY_dirilir. GrnY bilmY qabiliyyYtinY (maddiliyinY) grY mYhsullar iki iri qrupa: 1) maddi mYhsul-lara vY 2) xidmYtlYrY blnr. Maddi mYhsullar Y_ya formas1 alan, grnY bilYn vY fiziki xsusiyyYtlYri olan btn mYhsullard1r. Maddi mYhsullar da, z nvbYsindY, istifadY mddYtindYn as1l1 olaraq q1samddYt istifadY olan mYhsullara vY uzunmddYt istifadY olan mYhsullara blnr. BYzi mYlliflYr bu tYsniflY_dirmY YlamYtini yaln1z istehlak mYhsullar1na aid edirlYr. Bizim fikrimizjY, bununla raz1la_maq olmaz. nki, istehsal-texniki tYyinatl1 mYhsullar1n bir hissYsi, mYsYlYn, avadanl1qlar uzun mddYt, digYr hissYsi isY, mYsYlYn, xammal vY materiallar q1sa mddYt YrzindY istifadY olunur. DemYli, bu tYsniflY_dirmY YlamYti istehsal-texniki tYyinatl1 mYhsullara da xasd1r. Q1samddYt istifadY olunan mYhsullar. Bu mYhsullara q1sa zaman kYsiyindY vY yaxud bir vY ya bir neY istifadY prosesindY tamamilY istifadY olunan, z Y_ya formas1n1, istehlak xsu-siyyYtlYrini tamamilY itirYn mYhsullar aiddir. MYsYlYn, xammal vY materiallar, Yrzaq mYhsullar1, _Yxsi gigeyena mYhsullar1, dYstlY_diriji mYmulatlar vY s. mYhsullar q1samddYtli istifadY olunan mYhsullar hesab olunur. UzunmddYt istifadY olunan mYhsullar. UzunmddYtli istifadY edilYn mYhsullar, bir qayda olaraq, bir neY il istifadY olunan vY istifadY mddYti YrzindY z Y_ya formas1n1 vY fiziki vY istehlak xsusiyyYtlYrini saxlayan mYhsullard1r. Avadanl1qlar, btn nv nYqliyyat vasitYlYri, mYi_Yt jihazlar1, Ysasl1 tikinti obyektlYri vY bu kimi digYr mYhsullar bu mYhsul tipinY aiddir. XidmYtlYr istehlak1lara hYr hans1 bir problemi hYll etmYyY, yaxud fayda almaa imkan verYn vY mlkiyyYt hququ olmayan, maddi, Y_ya formas1 vY fiziki xsusiyyYtlYri olmayan mYhsullard1r. XidmYtlYr hYr hans1 bir predmet, mYmulat vY _ey deyildir, o, fYaliyyYtdir . Maddi mYhsullardan fYrqli olaraq xidmYtlYr marketinqin tY_kili vY idarY edilmYsinY tYsir edYn a_a1dak1 fYrqlYndiriji xsusiyyYtlYrY malikdirlYr: xidmYtlYr duyulmazd1r. Maddi mYhsullardan fYrqli olaraq xidmYtlYri istifadY edilYnY qYdYr hiss etmYk, grmYk, ona toxunmaq, dad1na baxmaq vY iylYmYk mmkn deyildir. Buna grY dY istehlak1lar YksYr hallarda xidmYtlYrin qiymYtlYndirilmYsindY YtinliklYrlY qar_1la_1rlar. xidmYtlYr mYnbYyindYn ayr1lmazd1r. XidmYtlYrin bu xsusiyyYti onun istehsal1 vY istehlak1 prosesinin mYkan vY zaman etibar1 ilY tam st-stY d_mYsinY sYbYb olur. xidmYtlYri nYql etmYk vY saxlamaq mmkn deyildir. XidmYtlYrin bu xsusiyyYti onun mYnbYyindYn ayr1lmamazl11 xsusiyyYtindYn irYli gYlir. gYr maddi mYhsullar sat1lmad1qda onu saxlamaq vY gYlYjYkdY satmaq mmkndr. Anjaq xidmYti saxlamaq vY onu sonradan satmaq mmkn deyildir. Bununla YlaqYdar olaraq xidmYt mYssisYlYri m_tYrilYrinin tYlYbatlar1n1 tam dYmYk n xidmYtY olan tYlYbi ox dYqiqliklY proqnozla_d1rmal1, kifayYt qYdYr istehsal gjlYrinY malik olmal1d1r vY bunun sayYsindY tYlYblY tYklifin tam uyunluunu tYmin etmYlidir. xidmYtlYrin keyfiyyYti qeyri-stabildir. M_tYrilYrY gstYrilYn xidmYtin sYviyyYsi onu ye-rinY yetirYn heyYtin bajar11ndan, mYharYtindYn, psixoloci durumundan vY s. as1l1 olduundan gstYrilYn xidmYtin keyfiyyYti eyni bir mYssisYdY mxtYlif vaxtlarda jiddi surYtdY fYrqlYnY bilYr. xidmYtlYrY sahib olmaq mmkn deyildir. XidmYtlYr mYnbYyindYn, yYni onu gstYrYn _YxsdYn ayr1lmaz olduundan m_tYri ona sahib ola bilmir. XidmYtlYrin bu xsusiyyYtlYri z Yksini marketinq kompleksindY dY tap1r. gYr maddi mYhsullar1n marketinq kompleksi 4 elementdYn (4P-dYn): mYhsul, qiymYt, bl_drmY vY hYvYslYndirmYdYn ibarYtdirsY, xidmYt marketinqin marketinq kompleksi 7 elementdYn (7P-dYn): mYhsul, qiymYt, bl_drmY, hYvYslYndirmY, heyYt, keyfiyyYt vY maddi _YhadYtnamYdYn ibarYtdir. 0stehlak1lar1n tipinY grY mYhsullar1n tYsniflY_dirilmYsindY mYhsullar1n tYsnifat1 onlar1n xsusiyyYtlYrinY grY deyil, tYyinat1na, hans1 mYqsYdlYr n al1nmas1na Ysaslan1r. Bu YlamYtY grY maddi mYhsullar 2 qrupa: 1) istehlak mYhsullar1 vY xidmYtlYrinY vY 2) istehsal-texniki tYyinatl1 mYhsullara vY xidmYtlYrY blnr. Qeyd etmYk laz1md1r ki, bu tYsniflY_dirmY YlamYtindY mYhsullar1n tYyinat1 Ysas gtrldyndYn eyni bir mYhsul hYm istehlak mYhsullar1na, hYm dY istehsal-texniki tYyinatl1 mYhsullara aid edilY bilYr. MYsYlYn, YgYr avtomobil _Yxsi istifadY n al1n1rsa o, istehlak mYhsullar1na, YgYr i_gzar vY ya institusional istehlak1lar tYrYfindYn al1n1rsa onda istehsal-texniki tYyinatl1 mYhsullara aid edilir. 0stehlak mYhsullar1 son istehlak1lar (Yhali) tYrYfindYn fYrdi vY ya kollektiv istifadY, istehlak n al1nan mYhsullard1r. Bu mYhsullar da z nvbYsindY, istifadY tezliyindYn vY sat1nalma qYrarlar1n1n xarakterindYn as1l1 olaraq gndYlik tYlYbat mYhsullar1na, ilkin seim mYhsullar1na vY xsusi tYlYbat mYhsullar1na blnrlYr. GndYlik tYlYbat mYhsullar1 mYhsullar son istehlak1lar tYrYfindYn ox istifadY olunan vY tez-tez sat1nal1nan mYhsullard1r. Bu mYhsullar1n sat1n al1nmas1na dair qYrarlar1n qYbul edilmYsinY istehlak1lar1n jYlb edilmY sYviyyYsi a_a1d1r, sat1nalma vYrdi_Y Ysaslan1r, mYhsullar1n fiziki bl_drlmYsindY reklamlardan geni_ istifadY olunur, geni_ sat1_ _YbYkYsi mvjuddur, mYhsul e_idi vahidlYri aras1ndak1 fYrq byk deyildir. Bu mYhsullara btn nv Yrzaq mYhsullar1, _Yxsi gigeyena mYhsullar1 vY s. aiddir. 0lkin seim mYhsullar1 vaxta_1r1, mYyyYn mddYtdYn bir al1nan, uzunmddYt istifadY olunan vY sat1nal1nma qYrarlar1 mrYkkYb xarakter da_1yan, ilkin seim tYlYb edYn mYhsullar aiddir. Bu mYhsullar1n sat1n al1nmas1nda istehlak1lar1n jYlbedilmY sYviyyYsi yksYkdir, mYhsul e_idlYri aras1ndak1 fYrq bykdr. Buna grY dY sat1nalma qYrarlar1 qYbul etmYk n istehlak1 mYhsul vY onun ox_arlar1 haqq1nda Ytrafl1 informasiya toplay1r, hYmin mYhsullar1n istehlak xsusiyyYtlYrini vY digYr parametrlYrini mqayisY edir, bir ox hallarda hYmin mYhsuldan istifadY etmi_ _YxslYrlY mYslYhYtlY_ir vY yaln1z bundan sonra onun sat1n al1nmas1na dair qYrar qYbul edir. Bura YsasYn, baha qiymYtli mYhsullar vY texniki jYhYtdYn mrYkkYb mYhsullar, mYsYlYn, mYi_Yt elektrik jihazlar1, avadanl1qlar vY s. aiddir. Xsusi tYlYbat mYhsullar1na al1nmas1 YlavY sYylYr tYlYb edYn, unikal xsusiyyYtlYrY malik olan, istehlak1n1n yksYk statusuna dYlalYt edYn vY ox az hallarda al1nan mYhsullar aiddir. Bu mYhsullar1n qiymYtinin sYviyyYsi ox yksYkdir, sat1nal1nma prosesinY istehlak1lar1n jYlbedilmY sYviyyYsi ox gjldr. Bu mYhsullar1n sat1nalma qYrarlar1 mrYkkYb xarakter da_1y1r, onlar1n bl_drlmYsi vY sat1_1nda fYrdi sat1_ vY eksklyuziv yay1m sistemi stnlk tY_kil edir, onlar1n reklam1nda sosial status n plana Ykilir. MYsYlYn, Roliks qol saatlar1, Nika videokameralar1 vY bu tip digYr mYhsullar xsusi tYlYbat mYhsullar1na aiddir. 0sethsal tYyinatl1 mYhsullar istehsal1 mYssisYlYr, yYni i_gzar istehlak1lar tYrYfindYn z istehsal fYaliyyYtini hYyata keirmYk vY ya zlYrinin tYlYbatlar1n1 dYmYk mYqsYdilY ald1qlar1 vY yenidYn emal prosesinY mYruz qalan mYhsullard1r. Ba_qa szlY desYk, bu mYhsullar digYr mYhsullar1n istehsal1nda istifadY edilmYk vY ya tYsYrrfat daxili ehtiyajlar1n dYnilmYsi mYqsYdilY istehsal1 mYssisYlYr tYrYfindYn al1nan mYhsullard1r. Bu mYhsullar istehsal prosesindY oynad11 rola grY tYsniflY_dirilir vY bu YlamYtY grY onlar Ysas vY kmYki xammal vY materiallara, yar1mfabrikatlara, dYstlY_diriji mYmulatlara, Ysas vY kmYki avadanl1qlara blnrlYr. Qeyd etmYk laz1md1r ki, bir istehsal sahYsindY Ysas xammal vY materiallara aid edilYn xammal vY material digYr istehsal sahYsindY kmYki xammal vY materiallara aid edilY bilYr. MYsYlYn, ma_1nqay1rmada para kmYki materiallara, yngl sYnayedY isY Ysas materiallara aid edilir. sas xammal vY materiallar bilavasitY mYhsulun istehsal1 prosesindY istifadY edilYn, onun Ysas1n1, substansiyas1n1 tY_kil edYn, bir istehsal prosesindY tamamilY istifadY edilYn vY z dYyYrini btnlklY istehsal edilYn mYhsulun zYrinY keirYn xammal vY materiallard1r. Bu xammal vY materiallar mYssisY tYrYfindYn iri partiyalarla al1n1r, onlara YkilYn xYrjlYr mYhsulun maya dYyYrinin YksYr hissYsini tY_kil edir. Bu mYhsullar1n al1nmas1na dair qYrarlar1n qYbul edilmYsi prosesindY Ysas diqqYt onlar1n keyfiyyYtinY vY istehlak xsusiyyYtlYrinin, parametrlYrinin istehsal edilYjYk mYhsullar1n parametrlYrinY uyun gYlmYsinY verilir. KmYki xammal vY materiallara bilavasitY son mYhsulun istehsal1nda istifadY edilYn, lakin, onun mYzmununu, substansiyas1n1 tY_kil etmYyYn (mYsYlYn, ma_1nqay1rmada para) vY ya mumiyyYtlY onun mYzmununa daxil olmayan xammal vY materiallar (mYsYlYn, srtk materiallar1) aiddir. KmYki xammal vY materiallar da bir istehsal prosesindY tamamilY istifadY olunur. sas xammal vY materiallardan fYrqli olaraq, onlar1n keyfiyyYtinY vY istehlak xsusiyyYtlYrinY tYlYbin sYviyyYsi yksYk deyildir, onlar1n istehlak1n1n hYjmi byk deyildir vY mYhsulun maya dYyYrindY onlar1n al1nmas1na YkilYn xYrjlYrin xsusi Ykisi ox azd1r. sas avadanl1qlara bilavasitY mYhsulun istehsal1 prosesindY istifadY edilYn, oxlu sayda istehsal prosesindY istifadY olunan vY istifadY mddYtindY z fiziki formas1n1 dYyi_mYyYn, xammal vY materiallar1n fiziki, kimyYvi vY digYr xsusiyyYtlYrini dYyi_dirmYklY ondan yeni mYhsul istehsal edilmYsini tYmin edYn avadanl1qlar, jihazlar, qurular vY s. aiddir. Avadanl1qlar mYhsulun mYzmununa daxil olmur. Onlar uzunmddYtli istifadY olunan mYhsullara aiddir. KmYki avadanl1qlar. KmYki avadanl1qlara istehsal prosesinin normal gedi_ini tYmin edYn, onun gedi_inY yard1m edYn, lakin, xammal vY materiallar1n fiziki, kimyYvi vY digYr xsusiyyYtlYrinin dYyi_dirilmYsindY i_tirak etmYyYn avadanl1qlar, texnika, jihazlar, qurular, binalar, tikililYr vY s. aiddir. MYsYlYn, sex vY ofis binalar1, sYnaye mYssisYlYrindY nYqliyyat, yklYmY vY bo_altma vasitYlYri vY s. kmYki avadanl1qlara aiddir. Qeyd etmYk laz1md1r ki, avadanl1qlar1n Ysas vY kmYki avadanl1qlara aid edilmYsi, xammal vY materiallarda olduu kimi, istifadY olunduu sahYnin xarakteri ilY mYyyYn olunur. MYsYlYn, sYnaye sahYlYrindY nYqliyyat vasitYlYri kmYki avadanl1qlara aid olduu halda, nYqliyyat sahYsindY Ysas avadanl1qlara aid edilir. Yar1mfabrikatlar son mYhsulun texnoloci prosesinin tamamlayj1 mYrhYlYsi istisna olmaqla, onun hYr hans1 bir mYrhYlYsindY yerinY yetirilYn btn YmYliyyatlar1 tamamilY ba_a vurmu_ vY nvbYti mYrhYlYni gzlYyYn materiallard1r. MYsYlYn, para istehsal1n1n texnoloci prosesini YyirmY mYrhYlYsindYn sonra al1nan iplik yar1mfabrikatd1r. Yar1mfabrikatlar da xammal vY materiallar kimi bir istehsal prosesindY istifadY olunur, yaln1z yenidYn emal edilmYklY istehsal edilYn mYhsulun mYzmununa (tYrkibinY) daxil olur. DYstlY_diriji mYmulatlara haz1r mYhsulun tYrkib hissYsi olan vY onun tYrkibinY haz1r _YkildY, he bir dYyi_iklik edilmYdYn daxil olan mxtYlif mYhsullar, mYsYlYn, mxtYlif mhYrriklYr, _inlYr, mxtYlif tkmYlYr vY s. aiddir. DYstlY_diriji mYmulatlar, bir qayda olaraq, i_gzar istehlak1lara sat1l1r. DigYr mYhsullardan fYrqli olaraq dYstlY_diriji mYmulatlar1n marketinq fYaliyyYtindY reklam vY mYhsulun marka ad1 ox jzi rol oynay1r vY ya mumiyyYtlY he bir rol oynam1r. Burada qiymYt vY servis hYllediji rol oynay1r. XidmYtlYr bir neY YlamYtY: mlkiyyYt formas1na, istehlak1lar1n tipologiyas1na vY istehlak1larla nsiyyYtin sYviyyYsinY grY tYsniflY_dirilir. MlkiyyYt formas1na grY xidmYtlYr zYl sektor tYrYfindYn gstYrilYn xidmYtlYrY vY dvlYt sektoru tYrfYindYn gstYrilYn xidmYtlYrY blnr. zYl sektor tYrYfindYn gstYrilYn xidmYtlYrY kommersiya banklar1, investisiya tY_kilatlar1, vasitYilYr, mYslYhYt mYssisYlYri, nYqliyyat tY_kilatlar1, xsusi sYhiyyY mYssisYlYri vY s. tYrYfindYn gstYrilYn xidmYtlYr aid edilir. DvlYt sektoru tYrYfindYn gstYrilYn xidmYtlYrY isY dvlYt hquq-mhafizY orqanlar1, dvlYt tibb mYssisYlYri, maliyyY qurumlar1 vY investisiya tY_kilatlar1 vY s. tYrYfindYn gstYrilYn xidmYtlYr aiddir. 0stehlak1lar1n tipologiyas1na grY xidmYtlYr istehlak tYyinatl1 vY istehsal tYyinatl1 xidmYt-lYrY blnr. 0stehlak tYyinatl1 xidmYtlYrY bilavasitY YhaliyY gstYrilYn btn nv xidmYtlYr: s1orta, bank vY maliyyY xidmYtlYri, mxtYlif mYi_Yt xidmYtlYri vY s. aiddir. 0stehsal tYyinatl1 xidmYtlYr isY i_gzar istehlak1lara gstYrilYn xidmYtlYrdir. Bura mYhsullar1n nYql edilmYsi, marketinq institutlar1n1n gstYrdiyi xidmYtlYr, inciriniq xidmYtlYri, avadanl1qlar1 tYmiri vY digYr servis xidmYtlYri aid edilir. 0stehlak1larla nsiyyYtin sYviyyYsinY grY xidmYtlYr yksYk sYviyyYdY nsiyyYt tYlYb edYn xidmYtlYrY (bYrbYrxanalar, mxtYlif mYslYhYtlYrin verilmYsi, tibb xidmYti vY s.) vY a_a1 sYviyyYdY nsiyyYt tYlYb edYn xidmYtlYrY (kimyYvi tYmizlYmY mYssisYlYrinin xidmYtlYri, mYhsullar1n da_1nmas1 vY saxlanmas1 zrY xidmYtlYr, avtomobillYrin yuyulmas1, mYssisYlYrY gstYrilYn mxtYlif bank vY maliyyY xidmYtlYri vY s.) blnr. 6.3. MYhsulun hYyat dvran1 MYssisYnin mYhsul siyasYtinin haz1rlanmas1nda onun hYyat dvran1n1n mYrhYlYlYrinin vY konkret mYhsulun znn hYyat dvran1n1n hans1 mYrhYlYsindY olduunun yrYnilmYsi mhm rol oynay1r vY YhYmiyyYt kYsb edir. MYhsulun hYyat dvran1n1n mxtYlif mYrhYlYlYri mxtYlif yana_ma metodlar1, problemin hYll edilmYsi sullar1 tYlYb edir vY sat1_1n hYjmi, mYnfYYtin mYblYi vY normas1 bu mYrhYlYlYrin hYr birindY mxtYlif olur. MYhsulun hYyat dvran1 onun bazarda olma mddYtini YhatY edir vY bazara 1xma (bazara tYtbiq edilmY), art1m (inki_af), yetkinlik (stabillik) vY bhran mYrhYlYlYrinY blnr. MYhsulun hYyat dvran1n1n bazara 1xma mYrhYlYsi onun s1naq sat1_1 dvrn YhatY edir. Bu mYrhYlYdY sat1_1n hYjmi vY onun art1m tempi ox az olur, sat1_a YkilYn xYrjlYrin, xsusYn dY reklam xYrjlYrinin hYjmi vY sYviyyYsi sat1_1n hYjminin art1m tempindYn yksYk olur vY buna grY dY mYssisY sat1_dan ya mumiyyYtlY mYnfYYt YldY etmir vY ya da onun mYblYi ox jzi olur. Bu mYrhYlYdY mYhsulun bazarda tan1nmas1 vY onun markas1n1n yarad1lmas1, istehlak1lar1n mYlumatland1r1lmas1, bazar1n geni_lYndirilmYsi, reklam vY sat1_1n hYvYslYndirilmYsi tYdbirlYrinin hYyata keirilmYsi sayYsindY tYdrijYn sat1_1n hYjmi artmaa doru meyl edir vY mYhsul znn hYyat dvran1n1n art1m mYrhYlYsinY daxil olur. MYhsulun hYyat dvran1n1n art1m mYrhYlYsindY mYhsullar1n differensialla_d1r1lmas1 vY modifikasiyas1, istehlak1lar1n mYhsulla loyall11n1n vY sadiqliyinin tYmin edilmYsi tYdbirlYri hYyata keirilir, bazara 1xma mYrhYlYsilY mqayisYdY reklam1n vY sat1_1n hYvYslYndirilmYsinin intensivliyi azald1l1r. MYhsulun hYyat dvran1n1n bu mYrhYlYsi sat1_1n hYjminin yksYk srYtlY artmas1, sat1_a YkilYn xYrjlYrin hYjminin art1m tempinin vY sYviyyYsinin a_a1 d_mYsi vY mYssisYnin kifayYt qYdYr mYnfYYt YldY etmYsi ilY xarakterizY olunur. MYhsulun hYyat dvran1n1n bu mYrhYlYsinin ba_l1ja mYqsYdi sat1_1n hYjminin yksYk art1m tempinin tYmin edilmYsi, dayan1ql1 tYlYbin vY adekvat bl_drmY-sat1_ _YbYkYsinin yarad1lmas1, mYyyYn marketinq tYdbirlYrinin hYyata keirilmYsi vasitYsilY ktlYvi istehlak1lar n mYhsulun YlyetYrliliyinin tYmin edilmYsi vY rYqiblYrin bazara daxilolma imkanlar1n1n mYhdudla_d1r1lmas1d1r. MYhsulun btn potensial istehlak1lar1 real istehlak1ya evrildikdYn sonra sat1_1n hYjmindY stabillik yaran1r vY mYhsul hYyat dvran1n1n yetkinlik mYrhYlYsinY daxil olur. MYhsulun hYyat dvran1n1n yetkinlik mYrhYlYsi n sat1_ hYjminin vY mYnfYYtin sYviyyYsinin yksYk stabilliyi sYjiyyYvidir. Bu mYrhYlYdY Ysas diqqYt mYhsullar1n istehlak xsusiyyYtlYrinin yax_1la_d1r1lmas1na vY tYkmillY_dirilmYsinY, onun yeni modellYrinin haz1rlanmas1na vY yeni bazarlara nfuz etmYyY, hYminin mxtYlif hYvYslYndirmY tYdbirlYri sayYsindY sat1_1n hYjminin a_a1 d_mYsinin qar_1s1n1 almaa bazar pay1n1n vY sat1_1n hYjminin art1m tempinin saxlanmas1na ynYldilir. Bhran mYrhYlYsi. MYhsulun bhran dvrnY daxil olmas1n1n ilk simptomu mYnfYYtin mYblYinin vY sYviyyYsinin a_a1 d_mYsidir. MYhsulun hYyat dvran1n1n bhran mYrhYlYsi sat1_ hYjminin yksYk templY a_a1 d_mYsi vY bunun YksinY, ona YkilYn xYrjlYrin artmas1 ilY xarakterizY edilir. Bu isY mYnfYYtin mYblYinin a_a1 d_mYsinY vY bYzYn hYtta mYhsulun sat1_1n1n mYssisYyY ziyanla ba_a gYlmYsinY sYbYb olur. MYhsulun hYyat dvran1n1n mxtYlif mYrhYlYlYrindY bazar situasiyas1, mYhsulun bazar mvqeyi vY rYqabYt _Yraiti bir-birindYn fYrqlYndiyindYn onun hYr bir mYrhYlYsindY mxtYlif marketinq strategiyas1 tYtbiq edilir. Bazara 1xma mYrhYlYsinin marketinq strategiyas1. MYhsulun hYyat dvran1n1n bu mYrhYlYsindY Ysas diqqYt bazar1n geni_lYndirilmYsi vY bunun sayYsindY sat1_1n hYjminin art1r1lmas1na, baza mYhsullar1n etibarl1l11n1n vY funksionall11n1n yksYldilmYsinY, mYhsul markas1n1n yarad1lmas1na vY istehlak1lar1n mYlumatland1r1lmas1na ynYldilir. Bununla YlaqYdar olaraq bu mYrhYlYdY bazara nfuz etmY vY xYrjlYrin dYnilmYsi strategiyas1ndan, bazara kemY vY geni_miqyasl1 daxilolma strategiyas1ndan, passiv marketinq strategiyas1ndan, bazar pay1n1n art1r1lmas1 strategiyas1ndan vY mYhsulun bazar intenisv irYlilYdilmYsini tYmin edYn digYr strategiyalardan istifadY edilir. Art1m mYrhYlYsinin marketinq strategiyas1. MYhsulun hYyat dvran1n1n art1m mYrhYlYsindY marketinq kompleksinin dYyi_dirilmYsi vY uzla_d1r1lmas1 strategiyas1ndan, qeyri-YnYnYvi sat1_ bazarlar1na 1xma strategiyas1ndan, bazar1n geni_lYndirilmYsi strategiyas1ndan, mYhsullar1n modifikasiyas1 strategiyas1ndan, xYrjlYrin sYviyyYsinin a_a1 sal1nmas1 strategiyas1ndan vY sat1_1n hYjminin art1r1lmas1na imkan verYn digYr strategiyalardan istifadY edilir. Bu strategiyalar1n realizasiyas1 mYqsYdilY mYhsullar1n differensialla_d1r1lmas1, onun imijinin yarad1lmas1 vY bunlar1n sayYsindY istehlak1lar1n mYhsula bal1l11n1n yarad1lmas1 hYyata keirilir, YmtYY dvriyyYsinin hYjminin art1r1lmas1 vY digYr amillYr hesab1na mYhsulun istehsal1na vY sat1_1na YkilYn xYrjlYrin sYviyyYsi ixtisar edilir. Yetkinlik (stabillik) mYrhYlYsinin marketinq strategiyas1. Bu mYrhYlYnin mYqsYdi sat1_1n hYjminin vY bazar pay1n1n a_a1 d_mYsinin qar_1s1n1 almaqdan vY onlar1n saxlanmas1na nail olmaqdan ibarYt olduundan burada sat1_1n hYjminin vY bazar pay1n1n saxlanmas1 strategiyas1ndan, diversifikasiya strategiyas1ndan, mYhsullar1n zYlliklYrinin vY xsusiyyYtlYrinin yax_1la_d1r1lmas1 vY tYkmillY_dirilmYsi strategiyas1ndan (mYsYlYn, mYhsullar1n yeni qablarda burax1lmas1, mYhsullar1n mxtYlif formalar1n haz1rlanmas1 vY s.), a_a1 qiymYtqoyma vY intensiv bl_drmY strategiyas1ndan istifadY edilir. MYssisY rYqabYt mbarizYsindYn qamaa, istehlak1lar1n mYhsula bal1l1q sYviyyYsini saxlamaa vY bunun sayYsindY onlar1 tYkrar mYhsul almaa tYhrik etmYyY al1_1r. Bhran mYrhYlYsinin marketinq strategiyas1. Bhran mYrhYlYsindY mYssisY biim strategiyas1 vY ya lYvetmY strategiyas1, qiymYtlYrin a_a1 sal1nmas1 strategiyas1, marketinq fYaliyyYtinin effektliliyinin art1r1lmas1 strategiyas1 tYtbiq edir, sat1_1n hYvYslYndirilmYsinin vY reklam fYaliyyYtinin maliyyYlY_dirilmYsini ya tamamilY dayand1r1r, ya da ona ayr1lan maliyyY vYsaitlYrinin hYjmini xeyli ixtisar edir, mYhsulun bazardan 1xar1lmas1na vY yaxud onun tYkmillY_dirilmYsinY dair qYrar qYbul edir. MYhsulun hYyat dvran1n1n mxtYlif mYrhYlYlYrindY istifadY edilYn marketinq taktikas1 da bir-birindYn jiddi surYtdY fYrqlYnir. MYhsulun hYyat dvran1n1n mxtYlif mYrhYlYlYrindY ayr1-ayr1 marketinq elementlYri zrY istifadY edilYn marketinq taktikas1 vY onun mYzmunu a_a1dak1 jYdvYldY verilmi_dir. MYhsul siyasYt YrivYsindY hYyata keirilYn i_lYrdYn biri dY mYhsulun hYyat dvran1 bax1m1ndan mYhsul e_idinin qiymYtlYndirilmYsidir. MYhsulun hYyat dvran1 bax1m1ndan mYhsul e_idinin qiymYtlYndirilmYsi a_a1dak1 istiqamYtlYrdY tYhlilin apar1lmas1n1 nYzYrdY tutur: a) mYhsul e_idinY daxil olan mxtYlif mYhsullar1n hYyat dvran1n1n mYrhYlYlYrinin mYyyYn edilmYsi; b) bhran mYrhYlYsindY olan mYhsullar1n siyah1s1n1n mYyyYn edilmYsi vY onlar1n ya tYkmillY_dirilmYsi, ya da istehsaldan 1xar1lmas1 haqq1nda qYrar qYbul edilmYsi; j) sat1_ hYjmi, mYnfYYtin mYblYi vY normas1 zrY mYyyYn edilmi_ plan tap_1r1qlar1n1n tYmin edilmYsi bax1m1ndan inki_af vY yetkinlik mYrhYlYsindY olan mYhsullar1n potensial1n1n qiymYtlYndirilmYsi; ) yeni mYhsullar1n siyah1s1n1n tYrtib edilmYsi vY onlar1n mYhsul e_idinY daxil edilmYsi vaxt1n1n mYyyYnlY_dirilmYsi. 6.4. 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