ࡱ> tvmnopqrs#`gbjbjmmFj+'  TDDD8DLltYH"MMMMMrrr&!&!&!&)J& 4 A${JhLHB r%r|rrrBMM %HO$O$O$rM M&O$r&O$O$:%,  [%MM gGUpDhG% &)H0YHQ% +M!+M[%[%+M o%rrO$rrrrrBB)&rrrYHrrrrttt$&DtttD  N Mvzu 7. MYhsullar1n bl_drlmYsi vY sat1_1n1n tY_kili Plan: 7.1. MYhsullar1n bl_drlmYsi vY sat1_1n1n mahiyyYti, funksiyalar1 vY sYviyyYlYri 7.2. Sat1_ kanallar1n1n i_tirak1lar1n1n mumi xarakteristikas1 7.3. Sat1_ kanallar1n1n seilmYsinY tYsir edYn amillYr 7.4. MYhsullar1n fiziki bl_drlmYsinin tY_kili 7.1. MYhsullar1n bl_drlmYsi vY sat1_1n1n mahiyyYti, funksiyalar1 vY sYviyyYlYri 0stYnilYn mYhsulun faydal1l11, istehlak xsusiyyYtlYri yaln1z onun istehlak1nda realla_1r. HYtta istehlak1lar tYrYfindYn al1nmayan vY ya istehlak olunmayan (istifadY edilmYyYn), yYni realizYsi mmkn olmayan yksYk keyfiyyYtli mYhsullar1n istehsal edilmYsi btn nv resurslar1n sYmYrYsiz sYrf edilmYsindYn ba_qa bir _ey deyildir. Buna grY dY istehsal edilmi_ mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1, yYni mYhsullar1n bl_drlmYsi vY sat1_1 tY_kil edilmYli vY hYyata keirilmYlidir. MYhsullar1n bl_drlmYsi dedikdY istehsal1 mYssisYnin z dY daxil olmaqla, mYhsullar1n istehsal1dan istehlak1ya (hYm son istehlak1lara, hYm dY i_gzar vY institusional istehlak1lara) atd1r1lmas1nda i_tirak edYn btn nv mYssisY vY tY_kilatlar1n mYjmuyu ba_a d_lr. Ba_qa szlY desYk, mYhsullar1n bl_drlmYsi prosesi onlar1n istehsal1dan istehlak1ya atd1r1lmas1 prosesindY yerinY yetirilYn b-tn YmYliyyatlar1n vY bilavasitY mYhsullar1n sat1_1n1n hYyata keirilmYsini YhatY edir. MYhsullar1n sat1_1 dedikdY isY istehsal1 mYssisYnin sat1_ blmYlYri dY daxil olmaqla tijarYt (sat1_) tY_kilatlar1 vY mYssisYlYrindY svdYlY_mYlYrin vY alq1-satq1 aktlar1n1n hYyata keirilmYsilY YlaqYdar olan btn YmYliyyatlar1n tY_kili ba_a d_lr. MYhsullar1n bl_drlmYsi vY sat1_1n1n mYqsYdi tYlYb olunan mYhsullar1n laz1m olan vaxtda, laz1m olan yerdY mnasib qiymYtlY istehlak1lara atd1r1lmas1n1n vY mbadilY prosesinin hYyata keirilmYsinin tYmin edilmYsidir. MYhsullar1n istehsal1 vY sat1_1, bir qayda olaraq, mYkan, zaman, hYjm vY e_id etibar1 ilY st-stY d_mr. MYhsullar1n bl_drlmYsi vY sat1_1n1n tY_kili bu uyunsuzluu aradan qald1rmaqla sahib olma, zaman vY mYkan faydal1l11, hYminin YlavY dYyYr yarad1r. Sahib olma faydal1l11 dedikdY istehlak1lara zYruri olan miqdar vY e_iddY mYhsullar1n tYklif edilmYsi, mYkan faydal1l11 dedikdY istehlak1n1n znY laz1m olan mYhsulu z n mnasib olan yerdY ala bilmYsi, zaman faydal1l11 dedikdY isY istehlak1n1n znY laz1m olan mYhsulu istYdiyi vaxt ala bilmYsi ba_a d_lr. Qar_1ya qoyulan mYqsYdY nail olunmas1 n mYhsullar1n bl_drlmYsi vY sat1_1 prosesindY bir s1ra funksiyalar yerinY yetirilir. Bu funksiyalara a_a1dak1lar aiddir: 0nformasiyan1n toplanmas1 vY istehlak1lar1n mYlumatland1r1lmas1, yYni istehlak1lar1n tYlYbatlar1 vY tYlYblYri haqq1nda informasiyan1n toplanmas1, hYminin mYhsullar vY onlar1n xsusiyyYtlYri, tYtbiqi sferalar1, istifadY qaydalar1 vY s. haqq1nda istehlak1lara mYlumat verilmYsi; Sifari_lYrin qYbulu vY i_lYnmYsi. Bura ayr1-ayr1 tijarYt mYssisYlYrindYn vY ya istehlak1lardan sifari_lYrin qYbul edilmYsi, onlar1n kimlYr tYrYfindYn vY nY vaxt yerinY yetirilYjYyinin mYyyYn edilmYsi vY anbarlara verilmYsi, mYhsullar1n yola sal1nmas1 n haz1rlanmas1, dYni_ vY YmtYY-nYqliyyat qaimYlYrinin, hYminin yklYrin yola sal1nmas1 n tYlYb olunan digYr sYnYdlYrin tYrtib edilmYsi aiddir; MYhsullar1n nYql edilmYsi vY onlar1n aral1q mYntYqYlYrdY yklYmY-bo_altma YmYliyyatlar1n1n yerinY yetirilmYsi, yYni mYhsullar1n istehlak1lara vY ya tijarYt mYssisYlYrinY atd1r1lmas1 n zYruri nYqliyyat nvlYrinin seilmYsi, onlar1n nYql edilmYsini hYyata keirYn tY_kilatlarla (da_1y1j1 mYssisY vY tY_kilatlarla) mqavilYlYrin balanmas1, mYhsullar1n yola sal1nmas1n1n vY nYqliyyat vasitYlYrinY yklYnmYsinin vY bo_ald1lmas1n1n tY_kili; MYhsullar1n saxlanmas1 vY anbarlarda i_lYnmYsinin tY_kili, yYni anbar sahYlYrinY tYlYbat1n mYyyYn edilmYsi, istehlak1lara yax1n yerlYrdY anbarlar1n tY_kil edilmYsi vY ya mYhsullar1n saxlanmas1n1 hYyata keirYjYk mstYqil mYssisYlYrlY mYhsullar1n saxlanmas1na dair mqavilYlYrin balanmas1, mYhsullar1n daha x1rda partiyalara vY nvlYrY ayr1lmas1, dYstlY_dirilmYsi, saxlama yerlYrinY yerlY_dirilmYsi vY digYr anbardaxili YmYliyyatlar1n yerinY yetirilmYsi; Sat1_ ehtiyatlar1n yarad1lmas1 vY idarY edilmYsi. Bu funksiya YrivYsindY ehtiyatlar1n mtlYq (natural ifadYdY) vY nisbi (gnlY) hYjminin mYyyYn edilmYsi, onlar1n sYviyyYsinY nYzarYt edilmYsi vY onlar1n optimal hYjminin tYmin edilmYsi zrY tYdbirlYrin haz1rlanmas1 hYyata keirilir; Son vY isntitusional istehlak1lara xidmYtlYrin gstYrilmYsi; Sat1_ kanallar1n seilmYsi vY bilavasitY tijarYt mYssisY vY tY_kilatlar1nda mYhsullar1n sat1_1n1n tY_kili. Bura sat1_ kanallar1n seilmYsinin iqtisadi jYhYtdYn Ysasland1r1lmas1, yYni mYhsullar1n birba_a vY ya vasitYilYrlY sat1laja1n1n mYyyYn edilmYsi, istehsal1 mYssisYlYrdY vY tijarYt mYssisYlYrindY mYhsullar1n vitrinlYrdY vY pi_taxtalarda yerlY_dirilmYsi, maazadaxili YmYliyyatlar1n yerinY yetirilmYsi, bila-vasitY alq1-satq1 aktlar1n1n hYyata keirilmYsi, hYminin mYhsullar1n reklam1 vY sat1_1 sahYsindY istehsal1 mYssisYlYrlY tijarYt mYssisYlYri aras1ndak1 qar_1l1ql1 mnasi-bYtlYrin vY mYsuliyyYtin mYyyYnlY_dirilmYsi aiddir; MYhsula mlkiyyYt hququnun sat1j1dan al1j1ya verilmYsi, yYni alq1-satq1 aktlar1n1n rYsmilY_dirilmYsilY YlaqYdar olan hquqi sYnYdlYrin tYrtib edilmYsi; RisklYrin sat1j1dan al1j1ya trlmYsi. Birinji alt1 funksiyan1 D.Jobber fiziki bl_drmY, Q. Assel vY F. Kotler isY mal yeridili_i adland1r1r. MYhsullar1n nYql edilmYsi vY aral1q mYrhYlYlYrdY saxlanmas1 zaman1 mYhsullar1n xarab olmas1 riskini dY bura aid etmYk olar. C. C. Lambenin gstYrdiyi kimi qeyd edilYn funksiyalar1n yerinY yetirilmYsi zaman1 zndY a_a1dak1 ax1nlar1 birlY_dirYn bl_drmY ax1nlar1 yaran1r : - mlkiyyYt hquqlar1 ax1nlar1: mYhsulun mlkiyyYt hququnun bir tY_kilatdan digYr tY_kilata keidi; - fiziki ax1nlar: mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1 n onlar1n fiziki yerdYyi_mYsi; - sifari_lYrin ax1n1: sifari_lYr bilavasitY istehlak1lardan (hYm son istehlak1lardan, hYm dY i_gzar vY institusional istehlak1lardan) vY vasitYilYrdYn istehsal1lara (mYhsulgndYrYnlYrY) atd1r1l1r; - pul ax1nlar1: al1j1 sat1n ald11 mYhsullar1n dYyYrini ya banklar vasitYsilY, ya da bilavasitY z sat1j1ya dYyir; - informasiya ax1nlar1: istehsal1n1n vY (vY ya) vasitYilYrin tY_Ybbs ilY informasiyan1n istehlak1ya, hYminin istehlak1dan istehsal1ya vY (vY ya) vasitYiyY atd1r1lmas1; MYhsullar1n bl_drlmYsi vY sat1_1 prosesindY hYminin risk ax1nlar1 ba_ verir. BelY ki, hYm mYhsulun mlkiyyYt hququnun bir tY_kilatdan digYr tY_kilata kemYsilY eyni zamanda, hYm dY mYhsullar1n nYql edilmYsi vY saxlanmas1 prosesindY mYhsulla YlaqYdar olan risklYr bir tY_kilatdan digYr tY_kilata keir. Qeyd edilYn bl_drmY ax1nlar1n1n bYzilYri biristiqamYtli, bYzilYri isY ikiistiqamYtlidirlYr. MYsYlYn, fiziki vY mlkiyyYt hququ ax1nlar1 sat1j1dan istehlak1 vY ya vasitYilYr istiqamYtindY, pul vY sifari_ ax1n1 istehlak1lardan vY ya vasitYilYrdYn mYhsulgndYrYnlYr istiqamYtindY, informasiya ax1n1 isY hYr iki istiqamYtdY ba_ verir. MYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1nda i_tirak edYn btn mYssisY vY tY_kilatlar1n toplumu bl_drmY kanal1n1 YmYlY gYtirir. MYhsullar1n bl_drlmYsi vY sat1_1 prosesindY yerinY yetirilYn funksiyalar1n vY ba_ verYn ax1nlar1n tYhlili Ysas1nda belY nYtijYyY gYlmYk olar ki, bl_drmY kanallar1 iki hissYdYn: fiziki bl_drmY kanallar1ndan vY sat1_ kanallar1ndan ibarYtdir. Fiziki bl_drmY kanallar1 mYhsullar1n fiziki yerdYyi_mYsini, yYni mYhsullar1n nYql edilmYsindY, nYqletmY zaman1 onlar1n aral1q mYntYqYlYrdY saxlanmas1nda vY bunlarla YlaqYdar olan YmYliyyatlar1n yerinY yetirilmYsindY i_tirak edYn mYssisY vY tY_kilatlar1n mYjmusudur. Sat1_ kanallar1 dedikdY isY istehsal1 mYssisYsinin sat1_ qurumlar1 da daxil olmaqla, mYhsullar1n sat1_1n1 hYyata keirYn tijarYt mYssisYlYrinin mYjmuyu ba_a d_lr. BtnlkdY marketinq strategiyas1n1n, o jmlYdYn, mYhsullar1n bl_drlmYsi vY sat1_1 strategiyas1n1n haz1rlanmas1n1n Yn mYsuliyyYtli vY mrYkkYb mYrhYlYsi sat1_ kanal1 sYviyyYsinin (pillYsinin) mYyyYnlY_dirilmYsidir. MYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1nda mstYqil tijarYt mYssisYlYrinin i_tirak edib-etmYmYsindYn as1l1 olaraq sat1_ kanallar1 iki yerY: birba_a sat1_ kanal1na (buna birba_a marketinq kanal1 da deyilir) vY dolay1 (vasitYilYrin i_tirak etdiyi) sat1_ kanal1na blnrlYr (7.1 sayl1 _Ykil). a) birba_a sat1_ kanal1 b) dolay1 sat1_ kanal1  ^Ykil 7.1. Sat1_ kanallar1n1n tiplYri ^YkildYn dY grndy kimi, birba_a sat1_ kanal1nda mYhsullar1n sonunju istehlak1ya sat1lmas1n1 bilavasitY istehsal1 mYssisYnin z hYyata keirir, yYni sat1_ prosesindY he bir mstYqil qurum - vasitYilYr i_tirak etmir. Birba_a sat1_ kanallar1na mYssisYnin sat1_ blmY vY qurumlar1, mYssisY ilY kontrakt Ysas1nda fYaliyyYt gstYrYn agentlYr, kataloqlarla, potla, telemarketinqlY vY internetlY hYyata keirilYn sat1_ formalar1 aid edilir. Birba_a sat1_ Yn q1sa sat1_ kanal1d1r. Birba_a sat1_ kanal1 istehsal1 mYssisYyY bl_drmY kanal1na tam nYzarYt etmYyY, sat1_la YlaqYdar olan xYrjlYrin sYviyyYsini a_a1 salmaa vY mYnfYYtlilik (rentabellik) sYviyyYsini yksYltmYyY, hYminin mYhsullar1n tYdavl sferas1nda olmas1 mddYtini q1saltmaa vY bunun sayYsindY dvriyyY vYsaitlYrinin dvr srYtini art1rmaa imkan verir. Bu kanaldan, YsasYn, istehsal-texniki tYyinatl1 mYhsullar1n, xsusYn dY mrYkkYb vY xsusi qura_d1rma tYlYb edYn avadanl1qlar1n, hYminin xidmYtlYrin sat1_1nda istifadY edilir. Dolay1 sat1_ kanallar1nda mYhsullar1n sonunju istehlak1ya sat1_1 mstYqil mYssisY vY tY_kilatlar, yYni vasitYilYr tYrYfindYn hYyata keirilir. Ba_qa szlY desYk, dolay1 sat1_ kanal1nda istehsal1 mYssisY ilY sonunj1 istehlak1 aras1nda nj _YxslYr mvjud olur. Dolay1 sat1_ kanallar1na topdansat1_ vY pYrakYndY tijarYt mYssisYlYri, agentlYr, broker vY dilerlYr, supermarket, hipermarketlYr vY franayzinq vasitYsilY, hYminin onlar1n bir neYsinin eyni vaxtda i_tirak etmYsilY hYyata keirilYn sat1_ formalar1 aid edilir. Dolay1 sat1_ uzun sat1_ kanal1 hesab olunur vY vasitYilYrin say1 artd1qja onun sYviyyYsi art1r. Dolay1 sat1_ kanallar1ndan, YsasYn, istehlak mYhsullar1n1n sat1_1nda, bYzi hallarda istehsal-texniki tYyinatl1 mYhsullar1n vY bYzi xidmYt nvlYrinin sat1_1nda da (mYsYlYn, s1orta xidmYtinin gstYrilmYsindY) istifadY edilir. VasitYilYrlY sat1_ hYm istehsal1, hYm dY istehlak1 n bir s1ra faydal1l1q yarad1r. Birinjisi, vasitYilYrlY sat1_ istehlak1ya zYruri olan miqdarda vY e_iddY mYhsul almaa imkan yarad1r. Bunun sayYsindY istehlak1 ehtiyatlar1n sYviyyYsini vY demYli, onun saxlanmas1 ilY YlaqYdar olan xYrjlYrin sYviyyYsini, hYminin bazarl1q etmYyY sYrf etdiyi vaxt1 ixtisar etmYk imkan1 YldY edir. 0kinjisi, vasitYi bir neY istehsal1n1n mYhsulunun sat1_1n1 hYyata keirdiyindYn hYr bir istehsal1ya d_Yn sat1_ xYrjlYrinin hYjmi azal1r. njs, bu sat1_ formas1 istehsal1larla istehlak1lar aras1nda kontraktlar1n say1n1 bir neY dYfY azald1r (^Ykil 7.2). ^YkildYn grndy kimi, birba_a sat1_da 4 istehsal1 z mYhsullar1n1 5 istehlak1ya satd1qda kontraktlar1n say1 20 olduu halda, hYmin istehsal1lar1n mYhsullar1 bir vasitYinin i_tirak1 ilY sat1ld1qda isY bu kontraktlar1n say1 9 olur. HYm dY istehsal1 vY istehlak1lar1n say1 artd1qja bu kontraktlar1n say1 bir o qYdYr dYfY art1r. Drdnjs, istehsal1larla mqayisYdY vasitYilYr istehlak1ya daha yax1n olduundan onlar1n tYlYbatlar1n1 vY istYklYrini daha yax_1 bilir vY onlarla daha yax_1 YlaqY yarada, hYminin mYhsul e_idini yerli bazar1n tYlYbinY uyunla_d1ra bilirlYr. a) birba_a sat1_ b) vasitYilYrlY sat1_  ^Ykil 7.2. MxtYlif sat1_ kanallar1nda kontraktlar1n say1 Bir ox mYssisYlYr z mYhsullar1n1n sat1_1nda qar1_1q sat1_ kanallar1ndan, yYni eyni zamanda hYm birba_a sat1_ kanal1ndan, hYm dY dolay1 (vasitYilYrlY) sat1_ kanal1ndan istifadY edirlYr. BelY ki, istehsal1 mYssisYlYr z mYhsullar1n1 tYlYbat1n1n hYjmi byk olan iri istehlak1lara satd1qda birba_a sat1_ kanal1ndan, tYlYbat1n1n hYjmi az olan istehlak1lara satd1qda isY dolay1 sat1_ kanal1ndan istifadY edirlYr. Bu sat1_ kanal1 tYlYbat1n1n hYjmi mxtYlif olan istehlak1lara mYhsul satan istehsal1 mYssisYlYrin sat1_ fYaliyyYtini daha sYmYrYli tY_kil etmYyY vY onun effektliliyini yksYltmYyY imkan verir. Lakin, bu sat1_ kanal1ndan istifadY edil-mYsi zaman1 birba_a vY dolay1 sat1_ kanallar1n1n i_tirak1lar1 aras1nda rYqabYtin meydana 1xmas1 tYhlkYsi mvjuddur. MYhsullar1n istehsal1 mYssisYlYrdYn istehlak1 mYssisYlYrY atd1r1lmas1nda i_tirak edYn vasitYilYrin tipindYn vY eyni vasitYi tipinY daxil olan tY_kilatlar1n say1ndan as1l1 olaraq sat1_ kanal1n1n sYviyyYsi (vY ya uzunluu) vY geni_liyi (vY ya eni) gstYrijisindYn istifadY edirlYr. Sat1_ kanal1n1n sYviyyYsi (vY ya uzunluu) dedikdY mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1 prosesindY mYyyYn funksiyalar yerinY yetirYn vY mYhsulun mlkiyyYt hququnun digYr kanal i_tirak1s1na verilmYsini tYmin edYn vasitYilYr ba_a d_lr. Sat1_ kanal1n1n sYviyyYsi mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1nda i_tirak edYn mstYqil vasitYi tiplYrinin say1 ilY mYyyYn edilir. MYsYlYn, istehsal1 - topdansat1_ tijarYti - istehlak1 kanal1 birsY-viyyYli, istehsal1-topdansat1_ tijarYti - pYrakYndY tijarYt -istehlak1 sat1_ kanal1 isY ikisYviyyYli sat1_ kanal1 hesab olunur. Sat1_ kanal1n1n geni_liyi (vY ya eni) dedikdY isY onun eyni bir sYviyyYsindY i_tirak edYn eyni tip vasitYilYrin say1 ba_a d_lr. BirsYviyyYli sat1_ kanal1nda onun geni_liyi eynitipli vasitYilYrin say1na bYrabYr gtrlr. 0ki vY daha ox sYviyyYli sat1_ kanallar1nda isY sat1_ ka-nal1n1n geni_liyi gstYrijisi sadY orta kYmiyyYt kimi, yYni sat1_ kanal1n1n hYr bir sYviyyYsindY fYaliyyYt gstYrYn eyni tipli sat1_ mYssisYlYrinin say1n1n jYmini kanal1n sYviyyYsi gstYrijisinY blmYklY mYyyYnlY_dirilir. MYsYlYn, istehsal1 - topdansat1_ tijarYti - istehlak1 sat1_ kanal1n-da 3 topdansat1_ tijarYti mYssisYsi i_tirak edirsY, onda sat1_ kanal1n1n geni_liyi 3-Y bYrabYr olur. DigYr bir misal: istehsal1 - topdansat1_ tijarYti - pYrakYndY tijarYt - istehlak1 kanal1nda topdansat1_ tijarYt mYssisYsi vY 5 pYrakYndY tijarYt mYssisYsi fYaliyyYt gstYrirsY, onda kanal1n geni_liyi gstYrijisi 4-Y ((3 +5)/2( bYrabYr olur. Sat1_ kanallar1n1n hYm mxtYlif sYviyyYsinin i_tirak1lar1n1n, hYm dY kanal1n hYr bir sYviyyYsinin mxtYlif i_tirak1lar1n1n hYr birinin, bir s1ra hallarda btnlkdY sat1_ kanal1n1n mumi mYqsYdinY uyun gYlmYyYn xsusi mYqsYdlYri vY maraqlar1 mvjuddur. Bununla Yla-qYdar olaraq, mYhsullar1n bl_drlmYsi vY sat1_ strategiyas1n1n haz1rlanmas1n1n Yn vajib problemlYrindYn biri qeyd edilYn kanal i_tirak1lar1n1n fYaliyyYtinin YlaqYlYndirilmYsi vY inteqrasiyas1, sYlahiyyYtlYrin bl_drlmYsi, hYminin btnlkdY sat1_ kanal1na nYzarYtin tY_kil edilmYsidir. Bu mYqsYdlY sat1_ kanallar1n1n vY ya marketinq kanallar1n1n tY_kilinin formas1ndan: YnYnYvi marketinq sistemi, _aquli marketinq sistemi vY fqi marketinq sistemindYn istifadY edilir. nYnYvi marketinq sistemindY sat1_ kanal1n1n hYr bir sYviyyYsinin i_tirak1s1 maksimum mYnfYYt YldY etmYyY al1_an mstYqil tY_kilat kimi fYaliyyYt gstYrir vY bu i_tirak1lardan he biri kanal zYrindY tam nYzarYtY malik olmur. HYtta, bir s1ra hallarda, onlar1n hYr birinin mYqsYdi sat1_ kanal1n1n mYqsYdinY uyun gYlmir vY sat1_ kanal1n1n mumi effektliliyini azald1r. nYnYvi marketinq sistemindY, bir qayda olaraq, i_tirak1lar aras1nda konfliktlYr meydana 1x1r. ^aquli marketinq sistemindY kanal1n hYr bir sYviyyYsinin i_tirak1s1 kanal1n mumi mYqsYdinY nail olmaq, onun effektliliyini art1rmaq, istehsal vY sat1_ xYrjlYrini azaltmaq mYqsYdilY tam sistem kimi fYaliyyYt gstYrirlYr. Bu mYqsYdlY onlar z fYaliyyYtlYrini YlaqYlYndirir vY inteqrasiya edirlYr. Bu sistemdY kanal1n lideri adland1r1lan i_tirak1 (istehsal1 vY ya vasitYilYrdYn biri) fYaliyyYtin YlaqYlYndirilmYsi sYlahiyyYtini z zYrinY gtrr vY kanala nYzarYt edir. Bunun sayYsindY kanal i_tirak1lar1n1n bazara tYsir imkanlar1 art1r vY sinerqizm effekti yaran1r. Marketinq kanal1na hans1 i_tirak1n1n nYzarYt etmYsindYn vY i_tirak1lar aras1ndak1 YlaqYnin formas1ndan as1l1 olaraq _aquli marketinq sisteminin formas1: korporativ _aquli marketinq sistemi, kontrakta (mqavilYyY) Ysaslanan _aquli marketinq sistemi vY inzibati (idarY olunan) _aquli marketinq sistemi mvjuddur. Korporativ marketinq sistemindY sat1_ kanal1 btnlkdY onun hYr hans1 sYviyyYsinin i_tirak1s1n1n birinY - ya istehlak1ya, ya da vasitYilYrdYn birinY mYxsus olur vY ya i_tirak1lar1n biri digYr i_tirak1lar1n nizamnamY kapital1nda mYyyYn paya malik olur. Kanal i_tiak1lar1n1n fYaliyyYtinin YlaqYlYndirilmYsi vY ona nYzarYt hYmin i_tirak1 tYrYfindYn hYyata keirilir. MYsYlYn, ayaqqab1 istehsal1s1 olan Bata vY paltar istehsal1s1 olan Rodier firmalar1 mYhsullar1n1n sat1_1nda znn pYrakYndY tijarYt maazalar1ndan geni_ istifadY edirlYr. Qeyd etmYk laz1md1r ki, sat1_ kanal1 zYrindY nYzarYt he dY hYmi_Y istehsal1 mYssisYlYr tYrYfindYn hYyata keirilmir. BYzYn sat1_ kanal1na nYzarYt vasitYilYrdYn hYr hans1 biri (mYsYlYn, topdansat1_ tijarYti vY ya pYrakYndY tijarYt mYssisYsi) tYrYfindYn hYyata keirilir. MYsYlYn, AB^-1n Sears vY Byk Britaniyan1n Marks & Spencer univermaqlar1 onlar n mYhsul istehsal edYn bir neY firman1n nizamnamY kapital1nda pay1 kimi i_tirak edirlYr. Kontrakta Ysaslanan _aquli marketinq sistemindY sat1_ kanal1n1n i_tirak1lar1 fYaliyyYtlYrini rYsmi kontraktlar (mqavilYlYr) Ysas1nda YlaqYlYndirir vY inteqrasiya edirlYr. 0_tirak1lar aras1nda balanan kontraktda onlar1n hYr birinin mYsuliyyYti, hquq vY hdYliklYri (mYhsulun texniki xsusiyyYtlYri vY mYhsulun dYyYrinin dYnil-mYsindYn xidmYtin gstYrilmYsinY kimi olan YmYliyyatlar da daxil olmaqla) Ytrafl1 gstYrilir. Bu sistemin mxtYlif formalar1, mYsYlYn, topdansat1_ tijarYti mYssisYlYri tYrYfindYn tY_kil olunan knll pYrakYndY tijarYt _YbYkYsi, pYrakYndY tijarYt mYssisYlYri tYrYfindYn tY_kil olunan tYdarkat kooperativlYr vY franayzinq sistemi mvjuddur. 0nzibati (idarY olunan) _aquli marketinq sistemindY kanal1n sYviyyYsinin i_tirak1lar1ndan hYr hans1 biri tijarYt markas1na (vY ya znn nfuzuna), idarYetmY sahYsindY tYjrbYsinY vY bu kimi digYr amillYrY Ysaslanmaqla kanala nYzarYti vY kanal i_tirak1lar1n1n fYaliyyYtinin YlaqYlYndirilmYsini z zYrinY gtrr. Bu sistemdY kanal1n he bir i_tirak1s1 digYrlYrinin nizamnamY kapital1nda paya malik olmur, i_tirak1lar aras1nda he bir rYsmi sazi_ vY ya mqavilY balanm1r. MYsYlYn, Procter & Gamble, General Electric vY IBM firmalar1 tijarYt zallar1nda onlar1n mYhsullar1na daha yax_1 yer ayr1lmas1 vY qiymYtqoyma siyasYti sahYsindY pYrakYndY tijarYt firmalar1 ilY YmYkda_l1a nail ola bilmi_lYr. fqi marketinq sistemindY sat1_ kanal1n1n eyni bir sYviyyYsinin i_tirak1lar1 (istehsal1lar, ya topdansat1_ tijarYt mYssisYlYri, yaxud pYrakYndY tijarYt mYssisYlYri) hYr hans1 bir problemlYrini hYll etmYk vY ya yaranm1_ marketinq imkanlar1ndan istifadY etmYk mYqsYdilY mxtYlif sahYlYrdY YmYkda_l1q edir vY ya fYaliyyYtlYrini YlaqYlYndirirlYr. MYsYlYn, Coca-Cola vY Nestle kompaniyalar1 hYll edilYn kofenin vY ay1n btn dnya lkYlYrindY sat1_1n1 tYmin etmYk mYqsYdilY m_tYrYk mYssisY yaratm1_lar. Bu mYssisY tY_kil olunarkYn Coca-Cola kompaniyas1n1n ikilYrin yay1m1 vY sat1_ sahYsindYki imkanlar1ndan, Nestle kompaniyas1n1n qeydiyyatdan kemi_ Nescafe vY Nestea tijarYt markalar1ndan istifadY edilmi_dir. Grndy kimi, _aquli marketinq sistemindYn fYrqli olaraq, fqi marketinq sistemindY sat1_ kanal1n1n effektliliyinin yksYldilmYsinY onun mxtYlif sYviyyYlYrinin i_tirak1lar1n1n fYaliyyYtinin YlaqYlYndirilmYsi hesab1na yox, eynisYviyyYli i_tirak1lar1n fYaliyyYtinin YlaqYlYndirilmYsi hesab1na nail olunur. MYhsullar1n bl_drlmYsi vY sat1_1 tY_kilinin Ysas istiqamYtlYrindYn biri dY bl_drmY _YbYkYsinin YhatY olunmas1 formas1n1n vY ya bl_drmYnin intensivliyinin seilmYsidir. MYhsullar1n xsusiyyYtlYrindYn, sat1_ mYssisYlYrinY verilYn sYlahiyyYtlYrin sYviyyYsindYn vY s. as1l1 olaraq bl_drmY _YbYkYsinin YhatY olunmas1nda: 1) intensiv sat1_; 2) selektiv (semY) sat1_ vY 3) eksklyuziv sat1_ formalar1ndan istifadY edilY bilYr. Bazar1n YhatY edilmYsinin intensiv sat1_ formas1nda istehsal1 mYhsulunun sat1_1n1 daha ox mstYqil tijarYt mYssisYlYri vasitYsilY hYyata keirir. Bunun sayYsindY o, z mYhsullar1n1n yksYk YlyetYrliliyinin tYmin edilmYsinY vY tan1nmas1na nail olur. Sat1_1n bu formas1n1n Ysas at1_mazl11 istehsal1n1n sat1_ kanal1na kifayYt qYdYr nYzarYt edY bilmYmYsi, hYminin tijarYt markas1n1n imijinY ziyan vurmas1 ehtimal1d1r. Bundan ba_qa, intensiv sat1_ formas1nda tijarYt mYssisYlYrinin tYlYbat1n1n hYjmi kiik olduqda sat1_la YlaqYdar olan xYrjlYrin sYviyyYsi art1r. Bir qayda olaraq, intensiv sat1_ formas1ndan istehlak1 jYlbedijiliyinin sYviyyYsi a_a1 olan vY xsusi seim tYlYb etmYyYn mYhsullar1n sat1_1nda istifadY edilir. Bura, YsasYn, gndYlik tYlYbat mYhsullar1, ujuz vY qabla_d1r1lm1_ istehlak mYhsullar1, siqaretlYr, sYrinlY_diriji ikilYr, geni_ istifadY olunan xammal vY materiallar vY bu kimi digYr mYhsullar aiddir. Selektiv (semY) sat1_ formas1nda istehsal1 mYyyYn jorafi YrazidY z mYhsullar1n1n sat1_1n1 mYhdud sayda tijarYt mYssisYlYri vasitYsilY hYyata keirir. 0stehsal1 z mYhsullar1n1n sat1_1n1 hans1 tijarYt mYssisYlYrinin vasitYsilY hYyata keirYjYyini mYyyYnlY_dirYrkYn meyar1: hYmin tijarYt mYssisYsinin hYjmini, onun gstYrdiyi xidmYtin sYviyyYsini vY texniki sYri_tYsini nYzYrY al1r. Bu sat1_ formas1 istehsal1ya sat1_ kanal1 zYrindY nYzarYt etmYyY vY sat1_ xYrjlYrinin sYviyyYsini a_a1 salmaa imkan verir. Lakin, mYhsullar1n YlyetYrliliyini vY bazar1n YhatY olunma sYviyyYsini mYhdudla_d1r1r. Sat1_1n bu formas1ndan YsasYn ilkin seim mYhsullar1n1n vY bir s1ra xsusi tYlYbat mYhsullar1n1n, yYni istehlak1 jYlbedijiliyi yksYk olan mYhsullar1n realizasiyas1nda istifadY edilir. Eksklyuziv sat1_ formas1nda istehsal1 mYyyYn jorafi YrazidY z mYhsullar1n1n sat1_1n1 yaln1z bir vasitYiyY hYvalY edir. HYmin tijarYt mYssisYlYri isY bunun YvYzindY istehsal1 mYssisYlYrdYn z mYhsullar1n1n onlar1n fYaliyyYt YrazisindY ba_qa vasitYilYrin satmas1na qadaa qoymas1n1 tYlYb edirlYr. Sat1_1n bu formas1, YsasYn, xsusi tYlYbat mYhsull1r1na aid edilYn istehlak mYhsullar1n1n vY texniki jYhYtdYn mrYkkYb vY xsusi xidmYt tYlYb edYn istehsal-texniki tYyinatl1 mYhsullar1n, hYminin yksYk imij mYhsullar1n1n realizasiyas1nda tYtbiq edilir. Eksklyuziv sat1_ istehsal1n1n sat1_ kanal1 zYrindY tam nYzarYtini tYmin edir, hYminin mYhsullar1n sat1_1n1n tY_kili, qiymYtqoyma, mYhsullar1n irYlilYdilmYsi vY xidmYtin gstYrilmYsi sahYsindY istehsal1 ilY sat1j1 aras1nda s1x YmYkda_l11n yaranmas1na sYbYb olur. Bundan ba_qa, vasitYi z zYrinY rYqib mYssisYlYrin mYhsullar1n1 realizY etmYmYyY dair hdYlik gtrdyndYn rYqabYt mbarizYsinin sYviyyYsi ox a_a1 olur. Lakin, selektiv sat1_da olduu kimi, eksklyuziv sat1_da da mYhsullar1n YlyetYrliliyi vY bazar1n YhatY edilmYsi mYhdudla_1r. 7.2. Sat1_ kanallar1n1n i_tirak1lar1n1n mumi xarakteristikas1 Art1q qeyd etdiyimiz kimi, mYhsullar1n bl_drlmYsi vY sat1_1n1n tY_kilindY birba_a vY dolay1 sat1_ kanallar1ndan istifadY edilir. Bu sat1_ kanallar1n1n hYr ikisinin bir ox formalar1 vard1r. 0ndi hYr iki sat1_ kanal1 ilY sat1_1n mxtYlif formalar1n1 izah edYk. Birba_a sat1_1n formalar1. MYhsullar1n birba_a sat1_1, daha ox istehsal-texniki tYyinatl1 mYhsullar1n (sYnaye mYhsullar1) bazar1nda tYtbiq edilir. Bu, YsasYn, istehsal-texniki tYyinatl1 mYhsullar1n1n istehlak1lar1n1n tYlYbatlar1n1n hYjminin byk vY onlar1n say1n1n az olmas1, hYminin YrazijY daha s1x yerlY_mYsilY izah edilir. 0stehsal-texniki tYyinatl1 mYhsullar bazar1nda sat1_1n bu formas1n1n tYtbiqini zYruri edYn digYr amil onlar1n texniki jYhYtdYn mrYkkYb olmas1 vY bYzi hallarda onun xsusi qura_d1rma tYlYb etmYsidir. Bununla yana_1, birba_a sat1_ kanallar1ndan istehlak mYhsullar1n1n istehsal1lar1 da istifadY edirlYr. Birba_a sat1_1n Yn geni_ yay1lm1_ formalar1 mYssisYnin sat1_ blmYsi vY ya tijarYt nmayYndYlYri vY istehsal1n1n firma-maazas1 vasitYsilY, kataloqlarla, potla, telemarketinqlY va internetlY sat1_d1r. MYssisYnin sat1_ blmYsi vY ya tijarYt nmayYndYlYri vasitYsilY sat1_da mYhsullar istehsal1n1n anbar1ndan birba_a istehlak1lara gndYrilir. Birba_a sat1_1n bu formas1nda istehsal1 ilY istehlak1 aras1nda birba_a nsiyyYt yaran1r vY onlar mYhsulun spesifikasiyas1n1 vY gndYrmY _YrtlYrini raz1la_d1ra, meydana 1xan problemlYri operativ hYll edY bilirlYr. MYsYlYn, Tupperware istehsal etdiyi qablar1n, IBM firmas1 byk elektron hesablama ma_1nlar1n1n YksYriyyYt hissYsinin, fYrdi kompyterlYrin isY 20%-nin, Shaklee firmas1 qida mYhsullar1n1n sat1_1n1 bilavasitY tijarYt nmayYndYlYrinin vasitYsilY hYyata keirir. Bir s1ra mYssisYlYr mYhsullar1n1n sat1_1n1 zlYrinY mYxsus olan firma maazalar1 vasitYsilY hYyata keirirlYr. Birba_a sat1_1n bu formas1n1n tYtbiqi istehsal1lara mYhsulun YlyetYrliliyini art1rmaqla vY sat1_la YlaqYdar olan xYrjlYrin sYviyyYsini azaltmaa imkan vermYklY yana_1, hYm dY onlar n yksYk mYnfYYtlilik sYviyyYsi tYmin edir. Birba_a sat1_1n geni_ yay1lm1_ formalar1ndan biri dY kataloqlarla sat1_d1r. Sat1_1n bu formas1nda istehsal1 mYssisYlYr istehsal etdiklYri mYhsullar1 tam tYsvir edYn, onlar1n tYtbiqi xsusiyyYtlYrini, ilkin qiymYtlYrini, sifari_in verilmYsi qaydas1n1 vY s. xarakterizY edYn kataloqlar haz1rlay1r vY onlar1 potensial al1j1lara gndYrirlYr. BYzi hallarda isY bu kataloqlar mvafiq maazalarda vY ya qYzet k_klYri vasitYsilY sat1l1r. Kataloqlarla sat1_ sahYsindY apar1lm1_ marketinq tYdqiqatlar1n1n nYtijYsi gstYrir ki, kataloqlar Ysas1nda mYhsul sifari_ edYn m_tYrilYrin 25%-dYn bir qYdYr oxunu 24 ya_a qYdYr ya_1 olan qad1nlar tY_kil edir. DemYli, kataloqlar dYbY uyun tYrtib edilmYli vY kbar grn_Y malik olmal1d1r. Kataloqloqlardan kosmetika vY Ytriyyatlar, zYrgYrlik mYlumatlar1, videokameralar, _Yxsi gigiyena Y_yalar1 vY s. kimi istehlak mYhsullar1n1n, hYminin spesifikasiyas1 xsusi mzakirY tYlYb etmYyYn bir s1ra istehsal-texniki tYyinatl1 mYhsullar1n (mYsYlYn, alYtlYr, ehtiyat hissYlYri, kmYki xammal vY materiallar, inventarlar vY s.) sat1_1nda istifadY edilir. Kataloqlarla sat1_ YyalYtlYrdY ya_ayan al1j1lar n daha mnasibdir. Kataloqlarla sat1_ al1j1ya almaq istYdiyi mYhsulu birba_a evindYn sifari_ etmYyY imkan verdiyindYn onu maazaya getmYkdYn vY bununla YlaqYdar olan xYrjlYrdYn azad edir, hYminin ona vaxt1na qYnaYt emYyY imkan verir. Bundan ba_qa, kataloqlarla sat1_ formas1nda al1j1 alaja1 mYhsulu znn yax1nlar1 ilY rahat _YraitdY mzakirY edY bilir. 0stehsal-texniki tYyinatl1 mYhsullar1n al1j1lar1 n kataloqlar mYlumat-soru kitabalar1 rolunu yerinY yetirir. Bu tip al1j1lar kataloqlar Ysas1nda znY laz1m olan mYhsullar1 seir, onun spesifikasiyas1, qiymYti vY s. xsusiyyYtlYri ilY tan1_ olur. Son nYtijYdY o, znY laz1m olan mYhsulu sifari_ verir vY yaxud toplad1qlar1 mYlumatlardan sat1nalmalara dair qYrarlar1n qYbulu vY mqavilYlYrinin balanmas1 prosesindY istifadY edir. Sat1j1 n kataloqlarla sat1_1n Yn byk stnly reklamlara nisbYtYn bir mrajiYtlY al1j1ya daha ox mYhsul haqq1nda informasiya verY bilmYsidir. BelY ki, sat1j1 bir reklamda al1j1ya yaln1z bir mYhsul haqq1nda informasiya verY vY ya bir mYhsul tYklif edY bilirsY, bir kataloqda ona oxlu sayda mYhsul haqq1nda infor-masiya verY bilir vY ya mYhsul tYklif edir. Bunun sayYsindY hYr bir mYhsula d_Yn rek-lam xYrjlYrinin sYviyyYsi xeyli azal1r. MYhsullar1n birba_a sat1_1n1n digYr formas1 potla sat1_d1r. Sat1_1n bu formas1nda mYhsulu xarakterizY edYn informasiya materiallar1 (bro_uralar, bukletlYr, reklam materiallar1 vY s.), hYtta bYzi hallarda mYhsulun nmunYsi qabaqjadan tYrtib edilmi_ gndYri_ siyah1lar1na uyun olaraq birba_a al1j1lar1n pot vY ya elektron nvan1na gndYrilir. Bir ox hallarda sat1_1n hYvYslYndirilmYsi mYqsYdilY gndYrilYn informasiya materiallar1na kuponlar da YlavY edilir. DigYr sat1_ formalar1ndan fYrqli olaraq potla sat1_ nvanl1 xarakter da_1y1r. Buna grY dY potla sat1_1n tY_kilinin Yn mYsuliyyYtli vY vajib mYrhYlYsi gndYri_ siyah1lar1n1n, yYni mrajiYt edilYjYk al1j1lar1n siyah1s1n1n tYrtib edilmYsidir. MYssisY gndYri_ siyah1lar1n1 mvjud al1j1lar1n1n vY kemi_ al1j1lar1n1n kartotekas1 Ysas1nda, soru-mYlumat kitabalar1ndan vY sahY curnallar1ndan, hYminin onlar1 nY_r edYn mYssisYlYrin xidmYtindYn istifadY etmYklY tYrtib edY bilYr. Bundan ba_qa, gndYri_ siyah1lar1n1n tYrtib edilmYsindY informasiya xidmYti gstYrYn mxtYlif tY_kilatlar1n xidmYtlYrindYn istifadY edilmYsi mhm YhYmiyyYt kYsb edir. GndYri_ siyah1lar1n1n dzgn tYrtib edilmYsi bilavasitY mYqsYd auditoriyas1na mrajiYt etmYyY vY bunun sayYsindY, sat1_1n digYr formalar1 vY reklamlarla mqayisYdY, hYr bir al1j1ya d_Yn xYrjlYrin sYviyyYsini ixtisar etmYyY imkan verir. Potla sat1_1n digYr stnly tYklifin fYrdilY_dirilmYsi vY al1j1lar1n javab reaksiyas1n1n yrYnilmYsi imkan1n1n mvjudluudur. BelY ki, informasiya materillar1 ilY birlikdY al1j1ya gndYrilmi_ kuponlar1n realizasiyas1 sat1j1ya etdiyi tYklifY neY faiz al1j1n1n msbYt reaksiya verdiyini mYyyYn etmYyY imkan verir. Lakin gndYri_ siyah1lar1 dzgn tYrtib edilmYdikdY al1j1ya gndYrilYn informasiya materiallar1 sadYjY olaraq maklaturaya evrilir, al1j1lar1n javab reaksiyas1n1n sYviyyYsi a_a1 d_r, hYr bir al1j1ya d_Yn xYrjlYrin sYviyyYsi isY yksYlir. BYzi mYlumatlara grY, bu halda istehlak1lar1n javab Ymsal1, yYni mYhsulu alan al1j1lar1n xsusi Ykisi 2%-Y bYrabYr olur. Qeyd etmYk laz1md1r ki, potla sat1lan mYhsullar bYzi hallarda rabitY tY_kilatlar1 vasitYsilY banderollarda gndYrilir. Son illYrdY mYhsullar1n birba_a sat1_1nda telemarketinqdYn geni_ istifadY edilir. Telemarketinq marketinq tYdbirlYrinin vY mYhsulun sat1_1n1n hYyata keirilmYsindY istifadY edilYn mxtYlif telekommunikasiya vY informasiya texnologiyalar1n1n mYjmusudur. TelemarketinqdY televiziya vY digYr reklam yay1m1 vasitYlYrilY verilYn reklamlarda mYhsulun istehlak xsusiyyYtlYri vY digYr parametlYri haqq1nda mYlumatlarla yana_1, sat1j1 ilY YlaqY yarad1lmas1 n pulsuz zYng edilmYsi mmkn olan telefon nmrYlYri dY gstYrilir. MarketinqY aid YdYbiyyatda telemarketinqin iki formas1: giri_ vY 1x1_ telemarketinq formas1 gstYrilir. Giri_ telemarketinqi dedikdY al1j1n1n telefon vasitYsilY sat1j1ya, 1x1_ telemarketinqi dedikdY isY sat1j1n1n mxtYlif telekommunikasiya vasitYlYrilY al1j1ya mrajiYt etmYsi ba_a d_lr. 0nformasiya texnologiyalar1 sahYsindY ba_ verYn tYrYqqi telemarketinqin hYr iki formas1n1n inki_af1na sYbYb olmu_dur. MYsYlYn, hal-haz1rda inki_af etmi_ lkYlYrdY telemarketinq mtYxYssislYrinY mYssisYyY zYng edYn _Yxs haqq1nda Ytrafl1 informasiya almaa vY al1j1lar1n mYlumatlar bazas1n1 yaratmaa imkan verYn proqram paketlYri haz1rlanm1_ vY uurla tYtbiq edilir. Telemarketinqin bir s1ra stnlklYri vard1r. Birinjisi, telemarketinq sifari_in qYbulu vY ya verilmYsi, hYr iki tYrYfi maraqland1ran digYr mYsYlYlYrin ayd1nla_d1r1lmas1 n tijarYt nmayYndYsinin al1j1n1n yan1na getmYsi vY ya YksinY, al1j1n1n mYssisYyY gYlmYsi zYrurYtini aradan qald1r1r. Onlar hYmin mYsYlYlYri birba_a telefon vasitYsilY hYll edY bilirlYr. Bu, hYm tijarYt nmayYndYsinY, hYm dY al1j1ya z vaxt1na vY vYsaitinY qYnaYt etmYyY imkan verir. 0kinjisi, telemarketinq daha ox sayda al1j1larla YlaqY yaratmaa imkan verir. MYsYlYn, bir tijarYt nmyYndYsi il YrzindY 300 al1j1 ilY _Yxsi kontakt yarada bilirsY (yYni gndY orta hesabla tYxminYn bir al1j1 ilY) hYtta kifayYt qYdYr tYjrbYsi olmayan tijarYt i_isi gn YrzindY 50 al1j1 ilY kontakt (yYni ildY orta hesabla 18250 al1j1 ilY) yarada bilir . njs, telemarketinq mYssisYyY zYng edYn istYnilYn al1j1 haqq1nda Ytrafl1 mYlumat almaa vY al1j1lar1n kartotekas1n1 vY ya mYlumatlar bazas1n1 yaratmaa imkan verir. HYm dY, hYmin mYlumatlar1n telefonla birba_a mYlumatlar bazas1na daxil edilmYsi mmkn olduundan mYlumatlar1n i_lYnmYsi xYrjlYrinin sYviyyYsi a_a1 olur, mYlumatlar1n dYqiqliyi vY etibarl1l11 tYmin olunur. Drdnjs, potla sat1_da olduu kimi, telemarketinqdY dY al1j1lar1n reaksiyas1n1 yrYnmYk vY fYaliyyYtin nYtijYsini lmYk mmkndr. Lakin, bir ox insan telemarketinqi onlar1n _Yxsi hYyatlar1na mdaxilY kimi qYbul etdiklYrindYn nsiyyYtdYn yay1nmaa al1_1rlar, hYm dY _Yxsi kontaktlara nisbYtYn telemarketinqdY sat1j1ya mYnfi javab vermYk al1j1ya psixoloci jYhYtdYn xeyli asand1r. Bundan ba_qa, telemarketinqdY al1j1 ilY kontaktlar1n yarad1lmas1 sat1j1ya potla sat1_a vY K0V-dY verilYn reklamlara nisbYtYn xeyli baha ba_a gYlir. NvY zYrbYsindYn sonra kompyter _YbYkYsi aras1nda kommunikasiyan1n tYmin edilmYsi mYqsYdilY AB^ MdafiY Nazirliyinin sifari_ilY yarad1lan internet son zamanlar mYhsullar1n sat1_1nda da geni_ istifadY edilir. MYssisYlYr 0nternetlY sat1_1 hYyata keirmYk mYqsYdilY zlYrinin web-saytlar1n1 (www - World Wide Web) yarad1r vY hYmin saytlarda zlYrinin mYhsullar1na vY istifadYilYri maraqland1ra bilYjYk mxtYlif mYsYlYlYrY dair informasiyalar yerlY_dirirlYr. Yarad1lan saytlar onlayn (o-nline) recimindY i_lYyir, yYni sayt istYnilYn istifadYinin istYnilYn vaxt ona mrajiYt edY bilmYsi n daima YlyetYrlidir. Buna grY dY, internetlY sat1_1 bYzYn onlayn-tijarYti dY adland1r1rlar. 0nternet hYm sat1j1lar, hYm dY al1j1lar n ox Ylveri_lidir. Onun hYm sat1j1, hYm dY al1j1 n ba_l1ja stnly web saytlarda yaz1l1 mYtnlYrlY yana_1 qrafik tYsvirlYrin yerYl_dirilmYsi imkan1n1n mvjud olmas1d1r. Bunun sayYsindY sat1j1 z mYhsulunu al1j1ya daha Ytrafl1 tYqdim edY bilir, al1j1 isY mYhsulun btn tYrYflYrini vizual recimdY nYzYrdYn keirY bilir. Bundan YlavY internetin al1j1 n a_a1dak1 stnlklYri vard1r: 1. Al1j1 istYnilYn gnn istYnilYn vaxt1 evindYn vY ya ofisdYn kYnara 1xmadan internetY daxil olub ona laz1m olan mYhsul vY onun sat1j1s1 haqq1nda Ytrafl1 mYlumat ala vY onu sifari_ edY bilYr. Bununla internet al1j1n1 sat1_ mYntYqYsinY getmYk qay1s1ndan vY onunla YlaqYdar olan xYrjlYrdYn, hYminin YlavY vaxt itkisindYn azad edir. DemYli, internet hYm dY al1j1n1n asudY vaxt1n1n art1r1lmas1 funksiyas1n1 yerinY yetirir. 2. Al1j1 rYqib mYhsullar1n texniki-istismar xsusiyyYtlYrini vY keyfiyyYtini, qiymYtini, dYni_ _YrtlYrini vY s. xsusiyyYtlYrini mqayisY edY bilir, hYmin mYhsullar1 yoxlaya bilir. Bundan ba_qa, internet sYhifYsindY mYhsulun vizual tYsviri verildiyindYn al1j1 mYhsullar1n grn_n, dizayn1n1 vY s. Yyani surYtdY grY bilir vY rYqib mYhsullar1 bu gstYrijilYrY grY mqayisY edY bilir. BelYliklY, istehlak1 kataloqlar vY telemarketinqlY sat1_a nisbYtYn daha Ysasland1r1lm1_ qYrar qYbul etmYk imkan1 YldY edir. 3. Al1j1 mxtYlif mYhsullar1 mYyyYn parametrlYrinY grY uyunla_d1rmaq imkan1 YldY edir. MYsYlYn, mYnzilin interyeri vY ya mYnzilin divarlar1n1n rYngilY mebelin rYngini, bluzkan1 yubka ilY uyunla_d1rmaa vY s. imkan1 verir. 4. 0nternet _Yxsi gr_lYr zaman1 meydana 1xan psixoloci maneYlYri aradan qald1r1r vY sat1nalma prosesini asanla_d1r1r. 0nternetlY sat1_1n sat1j1 n stnlklYrinY a_a1dak1lar aiddir: 1. 0nternetlY sat1_ tijarYt nmayYndYlYri vasitYsilY vY kataloqla sat1_a nisbYtYn xeyli ujuz ba_a gYlir. 2. 0nternet sat1j1ya al1j1 ilY dialoqa girmYyY, onlara mxtYlif mYlumatlar vermYyY vY onunla Yks YlaqY yaratmaa imkan yarad1r. Bunun sayYsindY isY sat1j1 ilY al1j1 aras1nda qar_1l1ql1 xo_ mnasibYt yaran1r. 3. 0nternet sat1j1ya onun web sayt1na vY ya web sYhifYsinY mrajiYt edYn al1j1lar1n qeydiyyat1n1 vY onlar1n mYhsul sifari_ verib-vermYmYsini mYyyYnlY_dirmYyY imkan verir. DemYli, sat1j1 onun tYkliflYrinY al1j1n1n reaksiyas1n1 lmYk vY fYaliyyYtin effektliliyini qiymYtlYndirmYk imkan1 YldY edir. 4. MYhsulu xarakterizY edYn informasiyalar1 tez vY operativ surYtdY yenilY_dirmYk mmkndr. Bu halda kataloqlarla sat1_da olduu kimi kataloqlar1 yenidYn ap etmYk laz1m gYlmir. DemYli, internetlY sat1_da al1j1lara informasiyan1n verilmYsi kataloqlara sat1_a nisbYtYn ujuz ba_a gYlir. 5. MYhsul sifari_ edYn vY yaxud sat1j1 ilY YlaqY yaradan al1j1 haqq1nda informasiyan1 eyni vaxtda istehlak1lar1n mYlumat bazas1na daxil etmYk mmkn olduundan onun yenilY_dirilmYsi avtomatla_d1r1lm1_ recimdY hYyata keirilir. Bu, mYlumatlar bazas1n1 yenilY_dirmYyY imkan vermYklY yana_1 mYlumatlar1n i_lYnmYsi xYrjlYrini xeyli azald1r. Bu, hYm dY YmtYY-nYqliyyat qaimYlYrinin, dYni_ sYnYdlYrinin vY mYhsulun yola sal1nmas1 n zYruri olan digYr sYnYdlYrin haz1rlanmas1n1 da avtomatla_d1rmaa imkan verir. 0nternetlY sat1_1n gstYrilYn stnlklYri ilY yana_1 bir s1ra at1_mazl1qlar1 da vard1r. Birinjisi, kompyterlY tYmin olunma sYviyyYsi a_a1 olan lkYlYrin istehlak1lar1 sat1_1n bu formas1n1n imkanlar1ndan istifadY edY bilmir vY demYli, onun potensial istehlak1lar1 YhatY etmY sYviyyYsi kataloqlarla sat1_a nisbYtYn xeyli a_a1d1r. 0kinjisi, al1j1lar1 onlar1n kredit kartlar1na aid olan informas1yan1n ourlanmas1 narahat edir. Kredit kartlar1 ilY dYni_ sisteminin tYhlkYsizliyini tYmin etmYk mYqsYdilY yarad1lm1_ tYhlkYsiz elektron svdYlY_mYlYr sistemi dY (SET - Secure Elecronic Transactions) al1j1lar1n bu narahatl11n1 tamamilY aradan qald1ra bilmYmi_dir. mumiyyYtlY, tijarYt nmayYndYlYri vasitYsilY sat1_ istisna olmaqla, YksYr istehlak1lar birba_a sat1_1n digYr formalar1n1 onlar1n _Yxsi hYyat1na mdaxilY kimi qYbul edirlYr. VasitYilYrlY sat1_1n formalar1. Vas(*FHLN`bprz~       . 0 2 : D F ^ ` v x ˻߮hdf5CJOJQJaJhdfh!5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJhdfh&{5CJOJQJaJDr~ 0  n\"N&)$ & F7dh^`7a$gdB~_Sdh^S`gddf$7dh`7a$gddf$;dh^`;a$gddf$3dh1$^3`a$gd!$7dh`7a$gdB~_Vdtdg   " $ @ B F H Z \ n r   ( * 2 4 L N V X b f p r     Ｉ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfh&{5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJB " ( * . 0 8 : F H V X d f | ~  "$.068>@PTXZ^`hjnp *,68@BFHhdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,RHTVbdtvz| &(,.8:>@FHLPfh04RTbdlʺʺhdfh&{CJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Clnxz $&BDRVdf  $&:<RTfhlޱޱޱޱޱhdfh&{CJOJQJaJhdfh}JCJOJQJaJhdfhCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJFlnvx"$68<>HJXZhlvz 68HJRT^`|~ʺʺޫޫޫޫޫޫޫޫޫޫhdfh&{CJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJC &(>@DFLNVXdhrt|~(*FHRTjnʺʺʺʺhdfh&{CJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,C  "$*,46BF\^z|$&<@P񹧹"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,hdfhB~_CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJBPR\^hjx|*,8:JNXZpr  $.0FHLNTVZ\bd~hdfhCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJR&(68@BRT\^tv ,.FHNRX\xzhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhB~_CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJCz(*.0BDTVrt  "46:<>BHJPRVXhjvx̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹hdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,C   0 2 6 8 < > ^ ` x z !!!!"!$!4!6!:!#@#N#P#\#^#b#d#########񻫻hdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJC#########$ $&$($@$B$J$L$X$Z$l$n$$$$$$$$$$$$$$$%%%%(%*%.%0%6%8%L%P%\%^%b%d%n%p%%%%%%%%%%%%%%%&&&&&&:&<&J&L&hdfh}JCJOJQJaJhdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,LL&N&d&f&z&|&&&&&&&&&&&&&&&&&&&''''(','H'J'T'V'f'h'|'~'''''''''''''''''((*(,(B(̹̹̹̹̹̹hdfhCJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh}JCJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJ:B(D(\(^(f(h((((((((((((((((( )).)2)@)B)T)V)t)v)z)|)))))))))))))) **$*&***,*6*8*H*J*L*P*R*b*d*|*~*****Ͽ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh&{CJOJQJaJC***************++++"+&+*+,+6+8+N+P+^+`+p+r+v+x+++++++++++++++++++,,,,(,,,2,4,8,:,T,V,r,t,,,,޻hdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,C),,,12D35L6779v:;R>A0DbFGKK"L$L&LTLVL$7dh`7a$gdB~_ $dha$gdB~_$ & F7dh^`7a$gdB~_,,,,,,,,,,,,- --- -"-@-B-H-J-Z-\-n-p-~----------------....2.4.B.D.H.J.N.P.j.l.................//ȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹȹhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJI/,/./4/6//D/F/J/L/P/R/l/n/////////////0000002040@0B0X0\0l0n0000000000000000111.101D1F1R1T1d1f1j1l1111111hdfh}JCJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,J11111112 222,20282:2B2D2N2P2V2X2f2h2222222222222223333(3*3>3D3R3T3\3^3r3t3v3x3333333333333333̹̹̹̹̹̹̹̹̹̹̹̹۹̹̹̹̹̹̹̹̹̹̹̹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,C33333333334444444 46484@4B4R4T4X4Z4f4h44444444444444444444455 55555 5"5&56585L5N5V5X5`5b5n5p5555555555555555hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh&{CJOJQJaJR555566$6&66686F6P6b6d6v6x6666666666666667777&7(767:7P7R7l7n77777777777778888&8(8<8>8^8b8h8j8p8r8888888888888888hdfh6bRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJR888899 9"9,9.94969:9<9D9H9T9V9\9^9p9t99999999999999999::::&:*:.:0:4:6:J:L:R:T:d:f:r:z:::::::::::::::;;;;;; ;";0;2;J;N;^;`;z;|;;;;$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX;;;;;;;;;;;;<<<<&<(<<<><N<P<X<Z<j<l<r<t<x<z<<<<<<<<<<<<<<<<<<<== = === ="=.=0=8=:=H=L=R=T=X=Z=p=r=z=|====================$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX==>> > >">$>.>0>B>D>N>R>Z>\>h>j>~>>>>>>>>>>>>>>>>??"?&?2?4?8?:?L?N?Z?\?l?n?????????????????????@@&@(@,@.@2@4@@@B@F@H@N@P@V@hdfh6bRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRV@X@z@|@@@@@@@@@@@@@@@@@AAAA6A8APARApArAAAAAAAAAAAAAAAAAAABBBB B$B4B6BٵյյݵܵڵBBBBBBBBBڜt䴳ϴ$ڜڜ䴳ϴ,,ڜ6䴳ϴBBBBBBBBB"$,.>հݰٰCCCCCCCCCCCCCCCCCC*0DRDTDfDhDnDpDDDDDDDDDDDDDDDDDDDDD Ehdfh6bRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJR EEEEEE,E.E:EGJGLGZG\GjGlGGGGGGGGGGGGGGGGGHH H HH H6H8HFHHHNHRHVHXH\H^HbHdHpHrHHHHHHHHHHHHHHHII I III2I6IJINIzI~IhdfhtRCJOJQJaJhdfhCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R~IIIIIIIIIIIIIIIJJJJ4J6JDJFJNJPJTJVJZJ\JlJnJxJzJJJJJJJJJJJJJJJJJJJKK KKKK(K*K.K0K>KBKFKHKTKXKrKtKKKKKKKKKKKKKKKhdfh jCJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,RKKKKKKLLLL L&L(L,L8L:LDLFLRL\L^LbLlLpLxLLLLLLLLLLLLLLLLLMMMM,M.MMHMJMXM񢒂hdfhtR5CJOJQJaJhdfh j5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,0jhdfhtRCJOJQJUaJmHnHu$hdfhdfCJOJQJaJmH,sH,hdfh jCJOJQJaJhdfhtRCJOJQJaJ3VLXLZL\L`LbLL8PPSTXp[ eBeDeFeHeJeLeNePeReee$7dh`7a$gdB~_$  dha$gdy$7dh`7a$gdB~_XMZMpMrMMMMMMMMMMMMMMMMMMM N NNNNN,N.N8N>NTNVNdNfNpNtNNNNNNNNNNNNNNNNNNNNNO OOO"O$O4O6OHOJOPORO\O^OnOrOOOOOOOOOOhdfh}JCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJROOOOOOOP P PP P&P(P4P8PFPHPRPTPXPZPbPdPnPpPPPPPPPPPPPPPPPQQ Q QQQQQQ Q$Q&Q.Q2Q@QBQRQTQ\Q^QpQrQQQQQQQQQQQQQQQQQQQQRRhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRRR,R.R4R6RFRHRVRXRlRnRrRtRxRzR~RRRRRRRRRRRRRRRSS SSSSSS S2S4S>S@SJSPSTSVSfSjSvSzSSSSSSSSSSSSSSSSSSSTTTT(T*T2T4TPTTTZT\TfThdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRfThT~TTTTTTTTTTTTTTUUUU*U,U8U:UJULU\U^UbUdUzU~UUUUUUUUUUUUUUUUV VVVVVV.V0VDVFVVVXV^V`VnVpVVVVVVVVVVVVVVVVVVVWhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRWWWW W"W4W6WDWFW^WbWlWnWtWxWWWWWWWWWWWWWWW XXXXXX"X$X2X4X:XZNZPZ`ZbZpZrZZZZZZZZZZZZZZZZZZZZZZZ[[[[*[,[J[N[^[`[l[p[[[[[[[[[[[[[[[[[[[[$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJV[[ \\\\\\ \$\6\:\T\V\`\b\z\|\\\\\\\\\\\\\\\\\\\\\]]]],].]F]H]^]`]d]f]j]l]t]x]]]]]]]]]]]]]]]]]^^^^&^(^4^6^@^B^P^R^\^hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh&{CJOJQJaJR\^^^j^l^t^v^~^^^^^^^^^^^^^^^^ _ _&_(_._0_6_8_P_R_\_^_h_j_________________`` `"`<`>`J`L`R`T`\`^`f`h`v`z``````````hdfh jCJOJQJaJhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJL````````aaaa$aaNaPajalaparava~aaaaaaaaaaaaaaa bbbb*b,b2b4b8b:bTbVb^bdblbpbvbxb|b~bbbbbbbbbbbbbbbccc c cccc"c$c.c2chdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R2cFcJchcjc~ccccccccccccccd ddd&d(d0d2ddHdJdNdPd^d`dhdjdtdvddddddddddddddddd e ee e"e&e4e6e@eRe޻hdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,@ReTeVeZeteveeeeeeeeeeeeeeeff f fffff2f4f8f:fTfVfhfjfxfzfffffffffffffffűűԂԂԂԂԂhdfh&{CJOJQJaJhdfh j5CJOJQJaJhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,0jhdfhtRCJOJQJUaJmHnHu3eeeeeeeeee f&lDszFֈZJBh\>x$7dh`7a$gdB~_ $dha$gdyfffffgg gggg g$g>gBgLgNgRgTgXgZg`gbghgjgzg|ggggggggggggggghh hhhhh h(h*h0h2hNhPh`hbhphrh|h~hhhhhhhhhhhhhhhhhiiiii ihdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R i4i6iFiHiViZi^i`ijilixiziiiiiiiiiiiiiiijj"j$j.j0jHjJjRjTjdjfjrjtjjjjjjjjjjjjjjjjjjjkkkk(k*k2k4kkJkLkRkTk\k^kbkdkpkrk|k~kkkkhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Skkkkkkkkkk ll l&llRlTlplrlllllllllllllllll mmmmmm.m0mmHmJmRmTm^m`mfmhmrmtmxmzmmmmmmmmmmmmmmmmmmmmmnnnnnhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhyCJOJQJaJRn n&n*nHnJnZn\njnnnxnznnnnnnnnnnnnnnnnnnnnnnnnnnnoo,o.oFoHo\o^ofohonopooooooooooooooooooopppppp,p.p6p8pBphdfhyCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJNBpDpLpNpdphppprppppppppppppppppppp q q*q,q:qrޱhdfh&{CJOJQJaJhdfhtRCJOJQJaJhdfhyCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh jCJOJQJaJ@>r@rNrRrfrhr~rrrrrrrrrrrrrrrr ssss&s(s2s4s@sDsNsPsbsdsvszs~sssssssssssssssssssssssstt t t&t(t0t2t:tޱޱޱޱޱhdfhyCJOJQJaJhdfhtRCJOJQJaJhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh}JCJOJQJaJF:twDwRwVwjwpwwwwwwwwwwwwwwwwwwwwwww x x x"x0x2x>xBxJxLxVxXxjxlx~xxxxxxxxxxxxxxxxxxyy y"y0y6yJyLyTyVy`ybyfyhy~y$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX~yyyyyyyyyyyyyyyyzzz z.z0zBzDzZz`zbzdzfzvzxzzzzzzzzzzzzzzzzz{{{{ {"{0{2{8{:{@{B{Z{\{l{n{{{{{{{ޫޫޫޫޫޫhdfh&{CJOJQJaJ" j]hdfhtRCJOJQJaJ" j[hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJC{{{{{{{{{{{{{||||$|&|0|2|B|D|P|R|f|h|l|n|||||||||||||||}}}}}}$}&}*},}0}2}8}:}X}Z}^}`}j}l}}}}}}}}}}}}}}}}}}}}}hdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R} ~"~&~(~B~F~d~f~~~~~~~~~~~~~~~~~~~~~ &(248:@BPRVX\^prϬhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfh}JCJOJQJaJhdfhtRCJOJQJaJhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,= ,.24>նʶƀȀҀԀԿ(*:<BDLNVXdftvȁʁ΁Ёԁց̹۪hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhyCJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtR6CJOJQJaJCցށ *,24DFPR\`jntv~΂Ђڂ܂"$.046:<FHRTprƃȃ҃ԃhdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R&(68BFRTfh|~΄Єބ&(DFVZjlpr|~ƅ޻hdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Cƅȅԅօޅ $&0268>@XZtvz|̆Ά҆Ԇ؆چކ&(,.24PRZ^tv񻫻ޜޜޜޜhdfh jCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ=·Їއ .2<>^`lnxzˆĈ҈ֈ "02FHLNfhtvz|ĉƉ҉ԉhdfh5CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R .0<>PR`dvzŠʊ̊ڊ܊ 24BDVZnpȋʋҋԋڋ܋ʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺhdfh&{CJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,C"$06:<TX\^bdЌҌڌ܌  68FHPR\^fjtvڍ܍.hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh&{CJOJQJaJL.0<>ʎՎڎގ04:<BDVXfh̏Ώޏ"$*,02>@TV^`dfϿϿhdfhtR6CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfh jCJOJQJaJKfprĐƐ֐ؐ$(6:PRbdhjnp‘ΑБ"$.046:<Bd~ƒȒВҒhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X&(68FJ\^pr~ȓʓ(,BFVXrtxzДҔ  "*ϻhdfh&{CJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfh jCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,=*,:>HJNPfjz|•ĕ֕ؕ &(02:<HJVX\^hjx|̖Ζ ":<PR^`ln|~hdfh}JCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRʗ̗ڗܗ &(:<FHLNTV\^bdz|˜ΘҘޘ 24BDHJZ\bdnpxzʙЙʺʺʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJI  "*,68HJbdprԚ֚"&*,24:<@BPRXZ`bfhz|›ʛ̛֛؛ܛޛhdfh}JCJOJQJaJhdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,L$&02<>BDHJZ\nrҜ֜(*02DFNPVX\^dfxz~ƝȝΝНԝ֝"$*,>Bhdfh jCJOJQJaJhdfh&{CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,LBLN`bvxžĞޞ "$24LPZ\np~؟ڟ  ̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹hdfh}JCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,C "<>NPZ\np ,0@Z\dfrtġơ֡ء (*@DHJZ\hj|¢Ģhdfh}JCJOJQJaJhdfh&{CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJLĢТҢ֢آ ,HJbdp£ģԣ֣ 24JLXZfjtv¤Ĥ  <>FHNPbd~hdfh jCJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Rڥܥ:<LNVXdh~ƦȦЦҦ 46@BRThjnptvΧҧ:<JLPRVZ`brthdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Xʨ̨ &(2<LPZ^hjnvƩȩҩԩީ(*46JL`bvxκκκκκκκκ޺κ'hdfhdf6CJOJQJaJmH,sH,hdfhtR6CJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Iªڪܪ  (*0268:>BD^`lnΫЫثګ46PR\^np~ʬ̬ڬܬ 48DFPTdfhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,XfprȭʭЭҭܭޭ $&8:LNX\bdnp|ʮ̮ *,68BDRTjl~Яү &(hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X(8:NRVX\^jnȰʰְذܰް ,.:>NR\`jlƱȱ̱α $&>@TVȶȶ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,HVbdrvʲ̲ڲܲ 8:^`dfrvȳʳ޳  68DFNRVXbdrtȴʴִشܴ޴$&46@BhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,XBLPZ^tvĵƵܵ޵ *,8:DFPRlnrtz|¶ʶ̶ ,.<>ٷշշڷٷȶ"ڜt56Cϴ*ڜڜ56Cϴ,,ڜt䴳ϴ$ڜڜ䴳ϴ,,ᎷķƷԷַ.0<>DFZ\hjrvƸȸθиԸָ *,:<NPdfpr¹Ĺιй޹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,O *,:<TV\^jl|~ƺȺغں޺"$24FH^brt»Ļλлܻ޻*,68DFVX^$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXxJLthVH:\> d 6ZN$7dh`7a$gdB~_^`tvʼ̼ڼ޼,.24DF^`rtҽԽؽڽ $46:<JLVXrtʾ̾&(.0:$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX:<DHRVfhvxĿƿֿؿ,.DLNV`bz|68ʺ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJ'hdfh&{5CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJA8<>PRfhnpxz~ $&,.@BNRZ\bdjlvx*,:<HʺʺhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,IHLTV\^np~ .0>@RTZ\pr  "02:<BD\^fhtx$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX"$,.24:<DFTVdfvx &*8:DF`brt .0FHRTbdhjnptv$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX $BDHJ^`pt  :<PR`b~(ȶȶȶȶȶȶ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJH(*:<JLPR\^dfpr$&.068HLZx&(<@JLRTVXlnt~ $hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX 02FHTVdhnpxz "$02FJXZhjnp&(02Dȶȶ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJHDF\^lnrt~ *,:<FHXZtv~"ȶȦhdfhtR5CJOJQJaJ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJA"$68LNTVbdlptvz| "&(*.24:<HJRT\^dfln ,.DFJLPR\$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX\^np 028:>@FHLPdfvx~"$(*028:FHPTXZbfz|$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX$&.046LPbdhj|"$02@BFHTVbdtvhdfh jCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJR $24FJXZfhlnvx $&46FHPRZ\pt $hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX &(24:<BDJL\^prvx  ",0<>HLdfprxz$(8:HJ\$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX\^tv *,@BRT^`dflnvx  $*,<>ɨ$ڜڜ䴳ϴ,,ڜt䴳ϴ$&*,$&,.68<>BDHJXZbdjlxz$&24DF\$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX\^fhlnrtz|(*24>@DFJLXZfhpt~ 02@BThdfh}JCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJRTV`bpr~*.BFX\hjnptv *,DFPȶ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJHPR^`np 02DFZ\fhlnrtxz (*46DFVX`bhltv~$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX 04<>NP`bvx"$02JLbdtx 8:PRbdrt$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX "02BDJLVXrtz|(*68HJ^`ln "$,.2$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX24<@FHNP^`jl~"$FHLNbdnp"$46<>BDHJ`bvx$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX ,.:<FHRV`brt&(48NRbfz|&(.068<>DHLNR$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXRTjltx|~ (*,:<DHPR\^nptx "6:@BPRhjxzhdfh jCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJR*,02BDVXdf  "(*.0:>$&*,68˸$ڜڜ䴳ϴ,,ڜt5Cϴ*ڜڜ56Cϴ,,ڜt䴳ϴḿ(*<>BDX\prxz 04>@\^ʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJI^ln~&(JLTVZ\hjxz $&DFLNTVjlʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I<>FHLNRTXZbdlnvx"$.0>@RTjlpr~.0BDP$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXPRVX\^ptz|24DFRTbdhjnp|   "02:<BDXZbdjl|$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX (*.068BFVZtv~ "$(*8BLNTV`bpr~ $hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX ,.<>LNZ\bdrz"0268@BNPXZbdln  ,.>@RT^$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX^`jntvz~ "68@BRTfh~ $8<HJXZfhpt|~$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX      & ( : > H L R T Z \ f h                     * , @ D J L P R \ ^ t v                    " 0 4 @ B L $hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXL P b d l n r t ~                        " $ 4 6 @ B J L T V ` d l n                   $ & 4 6 N P d f x z |               $hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX         $&:<HJVXhj|~,.FHLNjlȶȦ'hdfhdf5CJOJQJaJmH,sH,hdfhtR5CJOJQJaJ"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ9  "02>DFTXZhjx|$&>BJLTVZ^rt޹"hdfhtR56CJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,hdfh}JCJOJQJaJhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,B  "*,24LPXZ`bnrxz~,.LN`bnp$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ*hdfhdf56CJOJQJaJmH,sH,O &(.0@BLNdfrt  $&2<FHZ\fhz|*,02:<LN^$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX^`np~ 68<>JL\^fh| "24JLdfrt$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX $*,8<HJ^`dfhl&(>@PR^`np  *,@BFHbdln~$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX  (*HJTV`blnrt|~"$(*24<>FJX\ln 0268:$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX:>JLV`pt~ 02JPdftv  ( * > @ D F X Z f h x z                   ! !!!(!$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXN N"$&+R01.AJlNtRY[P]_bhorw}Xb$7dh`7a$gdB~_$7dh^7a$gdB~_(!*!>!@!F!H!L!N!R!T!X!Z!f!h!n!p!z!|!!!!!!!!!!!!!!!!!!!" "" "&"(":"<"J"T"d"f"v"x"""""""""""""""""""""####(#*#6#8#F#H#R#T#j#l######$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX############$$$$&$*$,$2$4$D$F$b$d$$$$$$$$$$$$$$$$%% %%% %"%0%2%@%B%H%J%P%R%d%h%l%n%x%z%%%%%%%%%%%%%%%%%&&&& &$&8&:&H&J&\&^&z&$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXz&|&&&&&&&&&&&&&&&&&&&''''' '$'&'0'2'>'@'F'H'R'T'b'd'n'p'''''''''''''''''''''( ((("($(2(4(:(<(D(F(f(h(((((((((((((((($hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX(((())) )0)2)>)@)X)Z)l)n)v)x)|)~)))))))))))))))))))))** *"*&*(*8*:*B*D*V*X*`*b*n*p*x*z*******************++++(+*+>+@+X+Z+`+b+n+$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXn+p+v+x+++++++++++++++++,,,, ,",*,,,>,@,J,L,R,T,X,Z,b,d,r,t,x,z,,,,,,,,,,,,,,,,,,-- -&-(-2-4-<->-P-R-j-l-x-z----------------$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX--. .....8.:.P.R.`.b.j.n.t.v.|.~.............../ /// /$/8/:/J/L/f/j/x/z/~//////0000&0(06080N0R0h0l0z0|000000000000000001111&1$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX&1(12141J1L1Z1\1f1h1x1z111111111111111112@@@ @"@8@:@>@@@R@T@X@Z@d@f@z@|@@@@@@@@@@@@@@@AAAAAA(Aʺʺ޸ީީީީީhdfh}JCJOJQJaJUhdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJBitYilYrlY sat1_ topdansat1_ vY pYrakYndY tijarYt formas1nda hYyata keirilir. Topdansat1_ tijarYt vasitYilYrlY sat1_1n Ysas formas1 hesab olunur. Topdansat1_ tijarYti dedikdY mYhsullar1n digYr vasitYi tY_kilat vY mYssisYlYrY, hYminin istehsal1 mYssisYlYrY sat1_1n1n hYyata keirilmYsi ba_a d_lr. Bir qayda olaraq, topdansat1_ tijarYti vasitYsilY son istehlak1lara mYhsullar sat1lm1r. Topdan-sat1_ tijarYt mYssisYlYri mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1n1n bir s1ra funksiyalar1n1 hYm istehsal1 vY istehlak1ya, hYm dY pYrakYndY tijarYt mYssisYlYrinY nisbYtYn yksYk effektlY yerinY yetirirlYr. Birinjisi, istehsal1lar mYyyYn hYjmdYn az miqdarda mYhsul gndYrmYdiklYrindYn vY (vY ya) bYzi hallarda istehlak1n1n vY pYrakYndY tijarYt mYssisYlYrinin tYlYbat1n1n hYjmi az olduundan birba_a mYhsul almaq onlar n iqtisadi jYhYtdYn sYrfYli olmur. Bununla YlaqYdar olaraq, topdansat1_ tijarYt mYssisYlYri hYmin al1j1lar1n tYlYbatlar1n1 jYmlY_dirir, istehsal1lardan iri partiyalarla mYhsul al1r vY onlar1 kiik partiyalara bl_drYrYk al1j1lara sat1rlar. Bunun sayYsindY mYhsullar1n istehsal1dan istehlak1ya atd1r1lmas1 ilY YlaqYdar olan xYrjlYrin sYviyyYsini ixtisar etmYk mmkn olur. Ba_qa szlY desYk, birba_a sat1_la mqayisYdY topdansat1_ tijarYt mYssisYlYri vasitYsilY sat1_ al1j1 n xeyli ujuz ba_a gYlir. 0kinjisi, istehsal1lar mYhdud e_iddY mYhsul istehsal edirlYr. 0stehlak1lar isY daha geni_ e_iddY mYhsul istehlak edirlYr. Topdansat1_ tijarYt mYssisYlYri mxtYlif istehsal1lardan mxtYlif e_iddY mYhsul al1r vY bununla anbarlar1nda istehlak1ya laz1m olan mYhsul e_idi yarada bilirlYr. Bunun sayYsindY hYm tYsYrrfat YlaqYlYrinin say1 xeyli azal1r, hYm dY istehlak1lar zlYrinY laz1m olan btn mYhsul e_idlYrini bir sat1_ mYntYqYsindYn ala bilirlYr. njs, topdansat1_ tijarYt mYssisYlYri, bir qayda olaraq, istehsal1larla mqayisYdY al1j1lara daha yax1n yerlY_irlYr vY onlar1n anbarlar1nda hYmi_Y realizY etdiklYri mYhsullar1n ehtiyat1 mvjud olur. Bu, al1j1ya znY laz1m olan mYhsulu laz1mi vaxtda almaa vY znn anbar1nda daha az hYjmdY ehtiyat yaratmas1na _Yrait yarad1r. Bu isY ehtiyatlar1n sYviyyYsini azaltmaqla yana_1, hYm dY onlar1n manevrliyini art1r1r. Bundan ba_qa, bu zaman mYhsullar1n sat1j1dan al1j1ya atd1r1lmas1n1n operativliyi art1r. Drdnjs, topdansat1_ tijarYt mYssisYlYri hYm istehlak1ya, hYm dY al1j1lara bir s1ra xidmYtlYrin gstYrilmYsini tY_kil edir. BelY ki, onlar fYaliyyYt gstYrdiklYri YrazidY yerlY_Yn al1j1lar1 daha yax1ndan tan1d11ndan onlar1n tYlYbatlar1n1, iradlar1n1 vY s. daha yax_1 yrYnY bilir, onlar1 mumilY_dirYrYk istehsal1lara mYhsullar1n tYkmillY_dirilmYsinY vY s. dair informasiya verY bilir. Eyni zamanda onlar istehsal edilYn yeni mYhsullar, onlar1n istehlak xsusiyyYtlYri vY s. haqq1nda al1j1lara informasiya verY bilirlYr. Ba_qa szlY desYk, topdansat1_ tijarYt mYssisYlYri hYm istehlak1ya, hYm dY al1j1ya informasiya xidmYtlYri gstYrirlYr. Bundan ba_qa, onlar pYrakYndY tijarYt mYssisYlYrinY sat1j1 heyYtinin yrYdilmYsi, ehtiyatlar1n idarY edilmYsi, mYhsullar1n kiik qablara qabla_d1r1lmas1 vY s. zrY dY xidmYtlYr gstYrir. Be_injisi, topdansat1_ tajirlYr istehsal1lardan ald1qlar1 mYhsulun dYyYrini hYmin mYhsul sat1lana kimi dYdiyindYn onlar1 kreditlY_dirmi_ olurlar. Onlar bir s1ra hallarda mYhsullar1 z al1j1lar1na kreditlY satd11nda hYm dY al1j1lar1 maliyyYlY_dirmi_ olur. BelYliklY, topdansat1_ tijarYt mYssisYlYri hYm sat1j1lar1n, hYm dY al1j1lar1n kreditlY_dirilmYsini hYyata keirirlYr. Alt1nj1s1, realizY edilYn mYhsullar1n nYql edilmYsi vY saxlanmas1 zaman1 xarab olmas1, ourlanmas1 vY s. ilY YlaqYdar olan riskin bir hissYsini z zYrlYrinY gtrrlYr. MYhsullar1n topdansat1_ tijarYti istehsal1n1n topdansat1_ tijarYti mYssisYlYri, mstYqil topdansat1_ tijarYti mYssisYlYri (marketinqY aid YdYbiyyatda istehsal-texniki tYyinatl1 mYhsullar1n sat1_1n1 hYyata keirYn topdansat1_ tijarYt mYssisYlYri distribyutorlar adland1r1l1r ), agentlYr vY brokerlYr tYrYfindYn hYyata keirilir. 0stehsal1n1n topdansat1_ tijarYti mYssisYlYrinY istehsal1lar1n z mYhsullar1n1 digYr istehsal1 mYssisYlYrY vY iri pYrakYndY tijarYt mYssisYlYrinY satmaq n yaratd1qlar1 mYssisYlYr aid edilir. Bu mYssisYlYr mYhsullar1n fiziki yerdYyi_mYsini, ehtiyatlar1n saxlanmas1n1 vY sat1_la YlaqYdar olan digYr funksiyalar1 yerinY yetirirlYr. MstYqil topdansat1_ tijarYti mYssisYlYrinY mYhsullar1n yenidYn sat1_1n1 hYyata keirYn vY ald1qlar1 mYhsula mlkiyyYt hququnu YldY edYn mstYqil tijarYt mYssisYlYri aiddir. Bu tip topdansat1_ tijarYti mYssisYlYri z al1j1lar1na mxtYlif xidmYtlYr (mYhsullar1n saxlanmas1, ehtiyatlar1n sYviyyYsinY nYzarYt edilmYsi, mYhsullar1n da_1nmas1, sifari_lYrin i_lYnmYsi vY s.) gstYrirlYr. GstYrdiklYri xidmYtlYrin e_idindYn as1l1 olaraq mstYqil topdansat1_ tijarYti mYssisYlYri tam xidmYtli tijarYt mYssisYlYrinY vY mYhdud xidmYtli tijarYt mYssisYlYrinY blnrlYr. Ad1ndan da grndy kimi, tam xidmYtli topdansat1_ tijarYti mYssisYlYri al1j1lar1na btn nv xidmYtlYr, mYhdud xidmYtli topdansat1_ tijarYti mYssisYlYri isY z al1j1lar1na mYhdud sayda xidmYt nvlYri gstYrirlYr. Tam xidmYtli topdansat1_ tijarYt mYssisYlYri realizY etdiklYri mYhsullar1n e_idindYn vY gstYrdiklYri xidmYtlYrin nvndYn as1l1 olaraq ixtisasla_m1_ topdansat1_ tijarYt mYssisYlYrinY, universal topdansat1_ tijarYt mYssisYlYrinY vY tajir-konsiqnantlara ayr1l1rlar. 0xtisasla_m1_ topdansat1_ tijarYti mYssisYlYri mYhdud sayda mYhsul kateqoriyas1na vY ya bir mYhsul kateqoriyas1na aid olan mYhsullar1n sat1_1 ilY mY_ul olurlar. Bu bax1mdan topdansat1_ tijarYti mYssisYlYrini ixtisasla_m1_ istehsal vasitYlYri topdansat1_ tijarYti mYssisYlYrinY vY istehlak vasitYlYri tijarYti mYssisYlYrinY blmYk mmkndr. MYsYlYn, ixtisasla_m1_ istehsal vasitYlYri topdansat1_ mYs-sisYlYri santexnika mYhsullar1n1n vY yaxud metal mYmulatlar1n1n sat1_1, istehlak vasi-tYlYri topdansat1_ tijarYt mYssisYlYri isY ayaqqab1lar1n, paltarlar1n vY s. sat1_1 ilY mY_ul olurlar. Universial topdansat1_ mYssisYlYri isY oxlu sayda mYhsul kateqoriyas1na daxil olan mYhsul e_idinin sat1_1n1 hYyata keirirlYr vY z al1j1lar1na geni_ e_iddY xidmYt gstYrirlYr. MYsYlYn, universal topdansat1_ tijarYt mYssisYsi btn nv qeyri-Yrzaq mYhsullar1n1n (mYsYlYn, ayaqqab1lar1n, btn nv paltarlar1n) sat1_1 ilY mY_ul ola bilYr. Tam xidmYtli topdansat1_ tijarYti mYssisYlYrinin bir formas1 da tajir-konsiqnantlard1r. Tajir-konsiqnantlar mYhsullar1 konsiqnasiya (mYhsulun dYyYri sat1ld1qdan sonra dYnilmYk) _YrtilY sat1r vY satd1qlar1 mYhsullar1 maazan1n pi_taxtalar1nda zlYri yerlY_dirir. Bununla da maazan1 ehtiyatlar1n sYviyyYsinY nYzarYt edilmYsi vY sifari_in verilmYsi funksiyas1ndan azad edir. Bu tip mYssisYlYrin meydana 1xmas1, YsasYn, qeyri Yrzaq mYhsullar1n1n sifari_inin verilmYsinin vY i_lYnmYsinin Yrzaq mYhsullar1 tajirlYrinY baha ba_a gYlmYsilY izah edilir . MYhdud xidmYtli topdansat1_ tijarYti mYssisYlYrinY z-znY xidmYt topdansat1_ tijarYti mYssisYsi, kommivoyacorlar vY tajir-xidmYtilYr aid edilir. z-znY xidmYt topdansat1_ tijarYt mYssisYsi ujuz qiymYtY vY znY xidmYt metodu ilY mYhdud e_iddY mYhsul satan anbar tipli mYssisYdir. Bu mYssisYlYr yaln1z istehsal1 mYssisYlYrY mYhsul sat1rlar. Onlar satd1qlar1 mYhsulun dYyYrinin dYrhal dYnilmYsini tYlYb edirlYr. Kommivoyacorlar tez xarab olan mYhsullar1n sat1_1 ilY mY_ul olan kiik topdansat1_ tajirlYridir. Onlar mYhsullar1n al1j1lara atd1r1lmas1n1 z nYqliyyat vasitYlYrilY hYyata keirirlYr vY sat1lm1_ mYhsulun dYyYri nYd qaydada dYrhal dYnilir. Tajir-xidmYtilYr, YsasYn, tYsYrrfat mallar1n1n, delikateslYrin vY zYrgYrlik mYmulatlar1n1n kataloqlarla sat1_1 ilY mY_ul olurlar. Onlar mYhsullar1, adYtYn, YyalYtlYrdY yerlY_Yn kiik maazalara sat1rlar. AgentlYr vY brokerlYr, bir s1ra topdansat1_ tijarYti funksiyalar1 yerinY yetirsYlYr dY, topdansat1_ tijarYt mYssisYlYrindYn fYrqli olaraq satd1qlar1 mYhsullar1n mlkiyyYt hququna malik olmurlar. Bundan ba_qa, onlar1n xidmYt haqq1 YvvYljYdYn raz1la_d1r1lm1_ mkafat vY ya muzd formas1nda dYnilir. AgentlYr bir neY istehsal1n1n rYqib olmayan, bir-birini tamamlayan mYhsullar1n1n sat1_1n1 hYyata keirirlYr. BrokerlYrdYn fYrqli olaraq, istehsal1 agentlYrin xidmYtindYn daha uzunmddYtli dvr YrzindY istifadY edir. AgentlYrin a_a1dak1 formalar1 vard1r: 1. 0stehsal1n1n agentlYri. Bu agentlYr rYqib olmayan bir neY istehsal1n1n mYhsulunun mYyyYn bir YrazidY mstYsna sat1_ hququna malik olurlar, yYni onlar mYhsullar1n sat1_1n1 eksklyuziv sat1_ formas1nda hYyata keirirlYr. AgentlYrlY istehsal1lar aras1ndak1 qar_1l1ql1 mnasibYtlYr (sat1_ Yrazisi, qiymYtin sYviyyYsi, gstYrilYjYk xidmYtlYrin nvlYri vY s.) rYsmi mqavilYlYrlY tYnzimlYnir. AgentlYr bYzYn mYhsullar1n saxlanmas1 vY da_1nmas1n1 da hYyata keirirlYr. 2. Sat1_ agentlYri. Sat1_ agentlYri istehsal1n1n agentlYrindYn fYrqli olaraq btn topdansat1_ tijarYti funksiyalar1n1 yerinY yetirirlYr. Ba_qa szlY desYk, onlar istehsal1n1n mYhsullar1n1n sat1_1 vY marketinqi zrY btn fYaliyyYti hYyata keirirlYr. Bu agentlYr istYdiklYri YrazidY fYaliyyYt gstYrY bilirlYr. 3. Komissioner tajirlYr. Komissioner tajirlYr mYhsulun sat1_1n1 mYyyYn komission mkafat1 (muzd) mqabilindY tY_kil edYn mstYqil agentlYrdir. Onlar istehsal1larla q1samddYtli sazi_ Ysas1nda fYaliyyYt gstYrirlYr. Bu tajirlYr bYzi hallarda mYhsullar1n saxlanmas1 vY atd1r1lmas1, kreditlY_mY vY bu kimi digYr topdansat1_ funksiyalar1 yerinY yetirirlYr. 4. TYdarkat agentlYri. vvYlki agentdYn fYrqli olaraq, bu agentlYr al1j1 ilY mqavilY Ysas1nda fYaliyyYt gstYrir vY ona laz1m olan mYhsullar1n tYdarkn hYyata keirir. BYzi hallarda tYdark etdiyi mYhsullar1n saxlanmas1n1 vY al1j1ya atd1r1lmas1 funksiyas1n1 da yerinY yetirir. BrokerlYr (dYllallar) ya istehsal1, ya da al1j1 ilY q1samddYtli mqavilY Ysas1nda fYaliyyYt gstYrir vY Ysas funksiyas1 sat1j1 ilY al1j1 aras1nda YlaqY yaratmaqdan ibarYtdir. Bir qayda olaraq, broker tYmsil etdiyi tYrYfin raz1l11 ilY mYhsulun alq1-satq1s1na dair mqavilY balay1r, he bir topdansat1_ funksiyas1 yerinY yetirmir vY z zYrinY he bir risk gtrmr. Lakin, ox nadir hallarda mYhsullar1n saxlanmas1 vY atd1r1lmas1 funksiyas1n1 yerinY yetirir. Broker gstYrdiyi xidmYtY grY tYmsil etdiyi _YxsdYn YvvYljYdYn raz1la_d1r1lm1_ mYblYdY mkafat (muzd) al1r. PYrakYndY tijarYt dedikdY mYhsullar1n _Yxsi istehlak mYqsYdilY sonunju al1j1ya sat1lmas1 ba_a d_lr. Lakin, bir s1ra hallarda i_gzar vY institusional itehlak1lar da pYrakYndY tijarYt mYssisYlYrinin xidmYtlYrindYn istifadY edirlYr. Topdansat1_ tijarYt mYssisYlYrinY nisbYtYn pYrakYndY tijarYt mYssisYlYri daha kiik hYjmdY vY YksinY, daha geni_ e_iddY mYhsul sat1rlar. PYrakYndY tijarYt mYssisYlYri hYminin maazadaxili reklam1 hYyata keirirlYr. PYrakYndY tijarYt a_a1dak1 tijarYt mYssisYlYri tYrYfindYn hYyata keirilir. 0xtisasla_m1_ maazalara. 0xtisasla_m1_ maazalara mYhdud e_iddY mYhsul satan kiik pYrakYndY tijarYt mYssisYlYri aid edilir. Lakin onlar1n realizY etdiklYri hYr bir e_idin dYrinliyi daha dolun olur, yYni hYr bir e_idY daxil olan mYhsul nvlYrinin say1 kifayYt qYdYr ox olur. MYsYlYn, oxlu sayda mxtYlif nv ki_i kynYklYri vY yaxud oxlu sayda mxtYlif nv mYi_Yt texnikas1 satan maazalar ixtisasla_d1r1lm1_ maazalard1r. Bu maazalar al1j1lara maksimum sayda xidmYt gstYrirlYr vY onlar1n realizY etdiklYri mYhsullar1n qiymYti, bir qayda olaraq, digYr pYrakYndY tijarYt mYssisYlYrinY nisbYtYn daha yksYk olur. Univermaqlar. Univermaqlar al1j1lara daha geni_ e_iddY mYhsullar tYklif edir. Lakin, onlar1n tYklif etdiklYri mYhsul qruplar1n1n e_idinin dYrinliyi ixtisasla_m1_ maazalara nisbYtYn zYif olur. HYr bir mYhsul qrupunun sat1_1 ilY univerma1n ayr1ja bir _bYsi mY_ul olur. MYsYlYn, zYrgYrlik mYhsullar1 _bYsi, paltarlar, mYi_Yt texnikas1, idman mallar1 _bYsi vY s. Univermaqlar da kifayYt qYdYr geni_ e_iddY xidmYtlYr gstYrirlYr vY onlar1n realizY etdiklYri mYhsullar1n qiymYti nisbYtYn yksYk olur. SupermarketlYr (universamlar). SupermarketlYr bir neY _bYdYn ibarYt olan vY dvriyyY srYti byk olan geni_ e_iddY Yrzaq mYhsullar1n1n sat1_1n1 hYyata keirYn pYrakYndY tijarYt mYssisYlYridir. Onlar sat1_1 z-znY xidmYt metodu ilY hYyata keirirlYr vY mYhdud sayda xidmYtlYr gstYrirlYr. Bu tijarYt mYssisYlYrindY sat1lan mYhsullar1n qiymYtlYri ujuz olur. SupermarketlYrin tijarYt sahYsi ixtisasla_m1_ maazalara vY univermaqlara nisbYtYn xeyli byk olur. Superstorlar (super maazalar). Bu pYrakYndY tijarYt mYssisYlYri geni_ e_iddY Yrzaq vY qeyri-Yrzaq mYhsullar1n1n (paltarlar, ayaqqab1lar, mxtYlif kateqoiya mYi_Yt texnikas1, yuyuju mYhsullar vY s.) realizasiyas1n1 hYyata keirirlYr. Supestorlar1n dvriyyYsinin hYjmi vY tijarYt sahYsi supermarketlYrY nisbYtYn bir neY dYfY byk olur. Bu tijarYt mYssisYsi al1j1ya znY laz1m olan btn mYhsullar1 birdYfYyY bir maazadan almaa imkan verir vY mYyyYn mYnada onun n rahatl1q yarad1r. HipermarketlYr. Bu tip pYrakYndY tijarYt mYssisYlYri supermarketlYrY nisbYtYn daha geni_ e_iddY mYhsullar1n: Yrzaq vY qeyri-Yrzaq mYhsullar1n1n, gndYlik tYlYbat mYhsullar1n1n, avtomobillYrin ehtiyat hissYlYrinin, tYsYrrfat mallar1n1n sat1_1n1 hYyata keirYn meqamaazalard1r. Onlar1n realizY etdiklYri mYhsul e_id qruplar1n1n say1 ox olsa da, e_idin dYrinliyi ox mYhduddur. ox mYhdud sayda xidmYtlYr gstYrirlYr. Bu tijarYt mYssisYlYrinin tijarYt sahYsi hYddYn art1q byk olur. HipermarketlYr, hYminin, tez xidmYt gstYrYn restoranlara, gzYllik salonlar1na vY al1j1lar1n kiik ya_l1 u_aqlar1n1n dinjYlmYsi n xsusi otaqlara malik olurlar. Diskaunter (discounter) maazalar. Diskaunter maazalar al1j1ya he bir xidmYt gstYrmYyYn, mYhdud e_iddY vY ox byk qiymYt gzY_tlYrilY, yYni ox ujuz qiymYtlY geni_ e_iddY mYhsullar satan maazalard1r. Onlar1n realizY etdiklYri mYhsullar1n e_idi geni_ olsa da, nv mxtYlifliyi ox dard1r. Onlar mYhsullar1 istehsal1lar1n qabla_d1rd11 qablarda sat1rlar, yYni mYhsullar1n yenidYn qabla_d1r1lmas1n1 hYyata keirmirlYr, mYhsullar1n sat1_1n1 anbar mhitindY hYyata keirirlYr. Bu pYrakYndY tijarYt mYssisYlYri, demYk olar ki, al1j1lara he bir xidmYt gstYrmir. MYhz buna vY xYrjlYrY jiddi nYzarYt edildiyinY grY onlar1n sat1_ qiymYtlYri orta vY iri maazalar1n sat1_ qiymYtindYn 20-25% ujuz olur . Anbar klublar vY anbar maazalar da ujuz qiymYtY mYhsul satan pYrakYndY tijarYt mYssisYlYrinY aiddir. Anbar klublar da diskaunter maazalar kimi z-znY xidmYt metodu ilY ox geni_ e_iddY ujuz qiymYtY mYhsullar sat1r. Onlar11n satd1qlar1 mYhsul e_idlYrinin nv mxtYlifliyi ox mYhduddur. MYhsullar1n sat1_1 anbar tipli binalarda (sat1_1n hYyata keirildiyi binalar q1zd1r1lm1r, onlar1n interyeri maazalar1n interyeri kimi tYrtib olunmur vY ya mumiyyYtlY bYdii tYrtibat1 hYyata keirilmir vY s.) hYyata keirilir. Diskaunter maazalarda olduu kimi, anbar maazalarda da al1j1lara he bir xidmYt gstYrilmir. Lakin, diskaunter maazalardan fYrqli olaraq, bu tip maazalarda bazarl1q edYn al1j1lar YlavY olaraq zvlk haqq1 da dYyirlYr (klub ad1 da mYhz buradan gtrlm_dr) . Anbar maazalarda sat1_1n tY_kili anbar klublarla eyni qaydada hYyata keirilir. Lakin, anbar klublardan fYrqli olaraq, anbar maazalar YsasYn Yrzaq mYhsullar1n1n tijarYtilY mY_ul olurlar vY burada bazarl1q edYn al1j1lar zvlk haqq1 dYmirlYr. PYrakYndY tijarYtin bir formas1 da maazadankYnar tijarYt adland1r1lan tijarYtdir. MaazadankYnar pYrakYndY tijarYtY kataloqlarla, potla, telemarketinqlY vY tijarYt avtomatlar vasitYsilY sat1_, hYminin sYyyar sat1_ daxildir. PYrakYndY tijarYtin bu formalar1nda mYhsullar1n sat1_1n1n tY_kili birba_a sat1_1n mvafiq formalar1nda olduu qaydada hYyata keirilir. 7.3. Sat1_ kanallar1n1n seilmYsinY tYsir edYn amillYr MYhsullar1n bl_drlmYsinin vY sat1_1n1n tY_kilinin Yn Ytin vY mrYkkYb mYrhYlYsi sat1_ kanallar1n1n seilmYsidir. nki, mxtYlif sat1_ kanallar1nda istehsal1n1n sat1_ kanal1 zYrindY nYzarYtinin sYviyyYsi, kanal1n i_tirak1lar1 tYrYfindYn gstYrilYn xidmYtlYrin say1, sat1_la YlaqYdar olan xYrjlYrin sYviyyYsi mxtYlif olduundan onlar1n effektliliyi dY mxtYlif olur. Bu bax1mdan sat1_ kanallar1n1n seilmYsinY tYsir edYn amillYrin yrYnilmYsi mhm YhYmiyyYt kYsb edir. Sat1_ kanallar1n1n seilmYsinY drd qrup amillYr: 1) bazar1n xsusiyyYti; 2) mYhsulun xsusiyyYti; 3) mYssisYnin xsusiyyYtilY YlaqYdar olan amillYr vY 4) nYqliyyat-tYdarkat xYrjlYrinin mYblYi tYsir edir. Bazar1n xsusiyyYtinY aid olan amillYrY istehlak1lar1n tYlYbat1n1n hYjmi, onlar1n say1 vY YrazijY yerlY_mY s1xl11n1n sYviyyYsi, hYminin tYlYbat1n mvsmiliyi aiddir. MYsYlYn, istehlak1n1n tYlYbat1n1n hYjmi byk vY ya istehlak1lar1n YrazijY yerlY_mY s1xl11n1n sYviyyYsi yksYk olduqda birba_a sat1_1n tYtbiqi, YksinY, tYlYbat1n hYjmi az vY ya istehlak1lar1n YrazijY yerlY_mY s1xl11n1n sYviyyYsi a_a1 olduqda vasitYilYrlY sat1_ iqtisadi jYhYtdYn daha effektlidir. TYlYbat mvsmi xarakterli olduqda, hYminin istehlak1lar1n say1 ox vY onlar1n Yrazi zrY paylanmas1 sYviyyYsi yksYk olduqda vasitYilYrlY sat1_ daha sYmYrYli hesab edilir. Sat1_ kanallar1n1n seilmYsinY tYsir edYn Yn mhm amillYrdYn biri mYhsulun xsusiyyYtlYridir. Texniki jYhYtdYn mrYkkYb, iri qabaritli vY ya a1r Ykili mYhsullar1n sat1_1nda birba_a sat1_ kanallar1ndan istifadY edilmYsi daha effektlidir. BelY ki, texniki jYhYtdYn mYrYkkYb avadanl1qlar1n qura_d1r1lmas1 xsusi biliklYr vY sat1_sonras1 texniki xidmYt tYlYb edir. Bununla YlaqYdar olaraq hYmin avadanl1qlar1n qura_d1r1lmas1n1 ya istehsal1 mYssisYlYrin mtYxYssislYri hYyata keirir vY yaxud bu i_dY istehlak1lara kmYk gstYrir, hYminin hYmin mtYxYssislYrY sat1_sonras1 texniki xidmYtin gstYrilmYsi zrY onlara tYlim keirlYr. 0ri qabaritli vY ya a1r Ykili mYhsullar1n birba_a gndYrilmYsi isY vasitYi mYssisYlYrdY yklYmY-bo_altma vY saxlama xYrjlYrini aradan qald1rmaqla sat1_ xYrjlYrinin sYviyyYsinin a_a1 sal1nmas1na imkan verir. 0nnovasiya mYhsullar1n1n bazara 1xar1lmas1 aqressiv irYlilYdilmY sYylYri tYlYb etdiyindYn onlar1n sat1_1nda da birba_a kanallar1ndan istifadY edilmYsi daha mYqsYdYuyundur. Standart vY ya ujuz mYhsul istehsal1lar1 n vasitYilYrlY sat1_ daha sYrfYlidir. nki, vasitYilYr hYmin mYhsullarla yana_1 oxlu sayda mxtYlif e_idli vY nvl mYhsullar satd11ndan hYr bir mYhsul vahidinY d_Yn xYrjlYrin sYviyyYsi birba_a sat1_a nisbYtYn daha a_a1 olur. Tez xarab olan mYhsullar1n sat1_1nda isY birba_a sat1_ vY ya pYrakYndY tijarYt mYssisYlYrilY sat1_ formas1ndan istifadY edilmYsi daha Ylveri_lidir. MYssisYnin xsusiyyYtlYrindYn sat1_ kanallar1n1n seilmYsinY tYsir edYn Yn mhm amil mYssisYnin maliyyY vYziyyYtidir. BelY ki, mYhsullar1n sat1_1n1n hYyata keirilmYsi istehsal1 mYssisYlYrdYn bu sahYyY YlavY vYsait qoyulu_unu tYlYb edir. Yaln1z byk mYblYdY sYrbYst maliyyY vYsaitlYrinY malik olan iri mYssisYlYr bu i_i z zYrinY gtrmYk iqtidar1ndad1r. KifayYt qYdYr maliyyY vYsaitlYrinY malik olmayan kiik mYssisYlYr n vasitYilYrlY sat1_ daha Ylveri_lidir. nki, bu halda, birinjisi, onlar sat1_ sahYsinY YlavY kapital ynYltmirlYr vY sat1_la YlaqYdar olan xYrjlYrin dYnilmYsini vasitYilYr z zYrlYrinY gtrrlYr. Bundan ba_qa, bYzi hallarda maliyyY vYsaitlYrinin sat1_ sahYsinY qoyulmas1 istehsal1 n iqtisadi jYhYtdYn sYrfYli olmad11ndan (mYsYlYn, onlar hYmin maliyyY vYsaitlYrini istehsal1n geni_lYndirilmYsinY ynYltmYklY daha ox mYnfYYt YldY edY bilYrlYr) hYtta byk maliyyY vYsaitlYrinY malik olan iri mYssisYlYr dY vasitYilYrin xidmYtlYrindYn istifadY edY bilYrlYr. Bundan ba_qa, yeni bazarlara, xsusYn dY xariji bazarlara 1xan mYssisYlYr, hYminin, sat1_ vY marketinq sahYsindY tYjrbYsi olmayan mYssisYlYr dY z mYhsullar1n1n sat1_1n1 vasitYilYrin xidmYtindYn istifadY etmYklY hYyata keirmYyY stnlk verirlYr. 0stehsal1 mYssisY sat1_ kanal1na nYzarYt etmYyi qar_1s1na mYqsYd qoyduqda isY birba_a sat1_ onun n daha Ylveri_lidir. 0stehsal1 mYssisY ilY istehlak1 aras1ndak1 mYsafY dY sat1_ kanallar1n1n seilmYsinY tYsir edir. BelY ki, istehsal1 mYssisY istehlak1ya yax1n yerlY_dikdY daha az ykqald1rma qabiliyyYtinY malik olan nYqliyyat vasitYlYrindYn istifadY edilmYsi birba_a sat1_1n tYtbiq edilmYsi imkan1n1 geni_lYndirir. ksinY, uzaq mYsafYyY yk da_1malarda daha iri tonnacl1 nYqliyyat vasitYlYri istifadY ediliyindYn vasitYilYrlY sat1_1n tYtbiqi iqtisadi jYhYtdYn daha faydal1 olur. Sat1_ kanallar1n1n seilmYsinY tYsir edYn Yn mhm amil nYqliyyat-tYdarkat xYrjlYrinin hYjmidir. NYqliyyat-tYdarkat xYrjlYri zndY a) mYhsullar1n istehsal1dan istehlak1ya da_1nmas1 ilY YlaqYdar olan xYrjlYri, yYni nYqliyyat vY aral1q mYntYqYlYrdY yklYmY-bo_altma xYrjlYrini vY b) mYhsullar1n istehlak1 vY vasitYi mYssisY-lYrdY saxlanmas1 ilY YlaqYdar olan xYrjlYri birlY_dirir. MxtYlif sat1_ kanallar1nda bu xYrjlYrin tYrkibi vY hYjmi mxtYlif olduundan hYr bir sat1_ kanal1nda sat1_la YlaqYdar olan mumi xYrjlYrin mumi mYblYi bir-birindYn jiddi surYtdY fYrqlYnir. Birba_a sat1_da mYhsullar istehsal1dan birba_a istehlak1ya atd1r1ld11ndan aral1q mYntYqYlYrdY yklYmY vY bo_altma YmYliyyatlar1 yerinY yetirilmir. Buna grY dY nYqliyyat xYrjlYrinin hYjmi yaln1z mYhsullar1n da_1nmas1na grY da_1nma tariflYrinY uyun olaraq nYqliyyat tY_kilat1na dYnilYn xYrjlYrdYn ibarYt olur. Lakin, dolay1 sat1_ kanallar1nda mYhsul YvvYljY vasitYinin anbar1na da_1n1r, orada bo_ald1l1r vY yenidYn nYqliyyat vasitYsinY yklYnYrYk istehlak1 mYssisYnin anbar1na da_1n1r. DemYli, vasitYilYrlY sat1_da nYqliyyat xYrjlYrinin mumi mYblYi mYhsullar1n istehsal1dan vasitYilYrY, onlardan isY istehlak1 mYssisYlYrY atd1r1lmas1 xYrjlYrinin vY vasitYi tY_kilatlarda yklYnmYsi vY bo_ald1lmas1 xYrjlYrinin jYminY bYrabYrdir. HYm dY yklYmY-bo_altma xYrjlYrinin mYblYi sat1_ kanallar1n i_tirak1lar1n1n say1n1n artmas1na proporsional olaraq art1r. MYsYlYn, mYhsullar istehsal1 - topdansat1_ tijarYt - istehlak1 mYssisYsi sat1_ kanal1 ilY sat1ld1qda mYhsullar bir dYfY, istehsal1  topdansat1_ tijarYti - pYrakYndY tijarYt - istehlak1 sat1_ kanal1 ilY sat1ld1qda isY iki dYfY yklYnir vY bo_ald1l1r (hYr iki sat1_ formas1nda istehsal1 vY istehlak1larda yklYmY-bo_altma xYrjlYrinin mYblYi eyni olduundan bu xYrjlYri nYzYrY almamaq olar). DemYli, birba_a sat1_ formas1nda nYqliyyat xYrjlYrinin hYm mumi mYblYi, hYm dY sYviyyYsi (mYhsul vahidinY d_Yn nYqliyyat xYrjlYri) vasitYilYrlY sat1_ formas1na nisbYtYn daha bykdr. Onu da qeyd etmYk laz1md1r ki, al1j1n1n dalan dYmir yolu olmad1qda birba_a sat1_1n tYtbiqi imkan1 azal1r. nki, bu halda tYyinat stansiyas1nda mYhsullar1n bir nYqliyyat vasitYsindYn (mYsYlYn, dYmiryolu nYqliyyat1ndan) digYr nYqliyyat vasitYsinY (mYsYlYn, avtomobil nYqliyyat1na) yklYnmYsi zYrurYti yaran1r vY demYli, nYqliyyat xYrjlYrinin hYjmi art1r. Lakin, bu halda mYhsullar bilavasitY bir nYqliyyat vasitYsindYn digYr nYqliyyat vasitYsinY yklYndiyindYn yklYmY-bo_altma xYrjlYrinin mYblYi istYnilYn halda vasitYilYrY sat1_a nisbYtYn a_a1 olur. MYhsullar1n saxlanmas1 ilY YlaqYdar olan xYrjlYr iki hissYdYn: 1) mYhsullar1n bilavasitY anbarlarda saxlanmas1 xYrjlYrindYn vY 2) saxlanma zaman1 dvriyyY vYsaitlYrinin ehtiyatlar formas1nda dondurulmas1 nYtijYsindY yaranan mYnfYYt itkisindYn ibarYtdir. Birba_a sat1_ formas1nda istehsal1 mYssisY daha iri partiyalarla mYhsul gndYrdiyindYn (adYtYn, birba_a sat1_da bir dYfYyY gndYrmYlYrin hYjmi nYqliyyat vasitYsinin ykqald1rma qabiliyyYtinY bYrabYr gtrlr. Daha effektli sat1_ formas1n1 semYk n rYhbYrlik sat1_1n elY bir hYjmini mYyyYn etmYlidir ki, hYr iki sat1_ formas1nda sat1_la YlaqYdar olan xYrjlYrin sYviyyYsi bYrabYr olsun. Sat1_1n bu sYviyyYsini sYnaye agentinin xYrjlYrilY tijarYt nmayYndYsinin xYrjlYrini mqayisY etmYklY mYyyYnlY_dirmYk olar. Onlar1n xYrjlYrinin mqayisYsi a_a1dak1 kimi olajaqd1r: 7.4. MYhsullar1n fiziki bl_drlmYsinin tY_kili MYhsullar1n fiziki yerdYyi_mYsi onlar1n bl_drlmYsi sisteminin tYrkib elementidir. Art1q qeyd etdiyimiz kimi, mYhsullar1n fiziki yerdYyi_mYsi dedikdY onlar1n istehsal1 mYssisYdYn istehlak1 mYssisYyY hYrYkYti zaman1 yerinY yetirilYn btn YmYliyyatlar1n - sifari_lYrin qYbulu vY i_lYnmYsinin, mYhsullar1n nYql edilmYsinin, yklYmY-bo_ald1lmas1n1n, saxlanmas1 vY i_lYnmYsinin, ehtiyatlar1n yarad1lmas1 vY idarY edilmYsinin mYjmusu ba_a d_lr. MYhsullar1n fiziki yerdYyi_mYsi hYm sat1_ kanal1n1n i_tirak1lar1, hYm dY mYhsullar1n fiziki yerdYyi_mYsi YmYliyyatlar1 zrY ixtisasla_m1_ mstYqil tY_kilat vY mYssisYlYr tYrYfindYn hYyata keirilY bilYr. MYhsullar1n fiziki yerdYyi_mYsinin tY_kili marketinq fYaliyyYtinin effektliliyinY hYllediji dYrYjYdY tYsir edir. BelY ki, mYhsullar1n fiziki yerdYyi_mYsinin dzgn tY_kil edilmYsi hYm istehlak1lar1n zYruri mYhsullara olan tYlYbatlar1n1 vaxtl1-vaxt1nda vY ahYngdar dYnilmYsini tYmin edir, hYm dY nYqliyyat vY saxlama xYrjlYrinin sYviyyYsini a_aa salmaa imkan verir. Bunun sayYsindY isY mYhsulun sat1_ qiymYtini ujuzla_d1rmaq vY daha ox mYhsul satmaq mmkn olur. MYhsullar1n fiziki bl_drmY sisteminin dzgn tY_kil edilmYmYsi hYtta Yn optimal tY_kil edilmi_ sat1_ kanal1n1n vY mumiyyYtlY, marketinq fYaliyyYtinin effektliliyini heY endirY vY ya Yn az1, onu azalda bilYr. DemYli, mYhsullar1n fiziki yerdYyi_mYsi rYqabYt stnly amili kimi dY 1x1_ edir. MYhsullar1n fiziki yerdYyi_mYsinin ba_lan1j mYrhYlYsini sifari_lYrin qYbulu vY i_lYnmYsi tY_kil edir. Sifari_lYrin qYbuluna mYsul olan _Yxs onlar1 mYhsul e_idlYrinY uyun olaraq sistemlY_dirir, mYhsullar1n burax1lmas1 n zYruri olan btn nYqliyyat vY dYni_ sYnYdlYrini haz1rlay1r. Bundan sonra hYmin sifari_lYr mYhsullar1n burax1lmas1 n zYruri olan sYnYdlYrlY birlikdY mvafiq mYhsul anbarlar1na gndYrilir. Anbar i_ilYri verilmi_ sYnYdlYr Ysas1nda mYhsullar1 seir, qabla_d1r1r, nYqliyyat vasitYlYrinY yklYnmYsi n ayr1lm1_ yerlYrY atd1r1r vY nYqliyyat vasitYsinY yklYnmYsini tY_kil edirlYr. Hava nYqliyyat1 Yn srYtli nYqliyyat nvdr, mYhsullar1n q1sa vaxt YrzindY gndYri_ mYntYqYsindYn tYyinat mYntYqYsinY atd1r1lmas1n1 tYmin edir. MYhsullar1n xarab olmas1 riski xeyli a_a1d1r. Buna grY dY, YsasYn, tez xarab olan mYhsullar1n vY tYjili yklYrin da_1nmas1nda geni_ tYtbiq edilir. Bu nYqliyyat nv yklYrin Yn uzaq mYsafYlYrY da_1nmas1na imkan verir. Lakin, hava nYqliyyat1 ilY da_1ma tariflYrinin hYjmi btn nYqliyyat nvlYrilY da_1malarla mqayisYdY ox yksYkdir. BelY ki, hava yolu ilY da_1malar avtomobil nYqliyyat1na nisbYtYn 2 dYfY, dYmiryolu nYqliyyat1na nisbYtYn 15 dYfY baha ba_a gYlir. Bundan ba_qa, su nYqliyyat1nda olduu kimi, hava nYqliyyat1 ilY da_1malar1n mar_rutlar1 mYhduddur, hava _YraitindYn as1l1d1r vY mYhsullar1n istehsal1dan birba_a istehlak1ya atd1r1lmas1 mmkn deyildir. Btn bunlar isY da_1ma xYrjlYrinin sYviyyYsinin yksYlmYsinY vY mYhsullar1n vaxt1nda atd1r1lmas1 etibarl1l11n1n azalmas1na gYtirib 1xar1r. Yuxar1da izah edilYnlYrdYn grndy kimi, mxtYlif nYqliyyat nvlYrinin da_1ma srYti, ykgtrmY qabiliyyYti, da_1ma tariflYri, da_1man1n etibarl1l11, hYminin da_1ma xYrjlYrinin sYviyyYsi vY s. bir-birindYn xeyli fYrqlYnir. SrYtli, da_1nman1n etibarl1l11 vY mYhsullar1n tYyinat mYntYqYsinY vaxt1nda atd1r1lmas1n1 tYmin edYn nYqliyyat nvlYrindY da_1ma xYrjlYrin sYviyyYsi yksYk olur. Da_1ma xYrjlYrinin sYviyyYsi a_a1 olan nYqliyyat nvlYrindY isY YksinY, da_1man1n srYti, evikliyi vY istehlak1lara gstYrilYn xidmYtlYrin sYviyyYsi a_a1 olur. DemYli, istehlak1lara yksYk xidmYt gstYrilmYsini, onlar1n mYhsullarla vaxtl1-vaxt1nda vY etibarl1 tYmin edilmYsini qar_1s1na mYqsYd qoyan mYssisY daha srYtli vY daha etibarl1 nYqliyyat vasitYlYrindYn istifadY etmYlidirlYr. QiymYtY hYssasl11 yksYk olan seqmentlYrdY fYaliyyYt gstYrYn tY_kilatlar isY daha ujuz, da_1ma srYti vY etibarl1l11 a_a1 olan nYqliyyat nvlYrindYn istifadY edY bilYrlYr. Buna grY dY, sat1_ kanal1n1n hYr bir i_tirak1s1 mYhsullar1n fiziki yerdYyi_mYsi zrY qYrarlar1n qYbul edilmYsindY nYqliyyat nvnn dzgn seilmYsinY xsusi diqqYt yetirmYlidir. Sat1_ kanal1 i_tirak1lar1 nYqliyyat nvnn seilmYsi zaman1 1) yklYrin istehsal mYntYqYsindYn istehlak mYntYqYsinY atd1rlmas1 vaxt1n1; 2) atd1r1lma qrafikinY YmYl edilmYsini; 3) nYqliyyat vasitYsinin mxtYlif nv yklYri da_1ma imkan1n1; 4) mxtYlif istiqamYtlYrY yk da_1ma imkan1n1 vY 5) da_1ma xYrjlYrinin sYviyyYsini nYzYrY almal1d1rlar. ksYr hallarda mYhsullar1n istehsal1dan birba_a istehlak1ya atd1r1lmas1 mmkn olmad11ndan ykda_1malarda bir neY nYqliyyat nvndYn (mYsYlYn, dYmir yolu vY avtomobil nYqliyyat1, yaxud su, dYmir yolu vY avtomobil nYqliyyat1) eyni zamanda istifadY edilir. Bununla YlaqYdar olaraq, nYqletmY zrY qYrarlar1n qYbulu prosesindY mYhsulgndYrYnlYrin qar_1s1nda duran vajib problemlYrdYn biri dY yk da_1malarda i_tirak edYn mxtYlif nYqliyyat nvlYrinin i_inin YlaqYlYndirilmYsidir. Bu nYqliyyat nvlYrinin i_i elY tY_kil edilmYlidir ki, nYqliyyat vasitYlYrinin yklYmY-bo_altma YmYliyyatlar1 zaman1 bo_ dayanmas1, yklYmY-bo_altma xYrjlYrinin sYviyyYsi vY mYhsullar1n itkisi minimuma endirilsin. Ykda_1malarda konteynerlYrdYn, yk pad-donlar1ndan vY a1l1b-y11lan yk paketlYrindYn istifadY edilmYsi, hYminin qatarlar1n birba_a gYmilYrY yklYnmYsi dY mxtYlif nYqliyyat nvlYrinin i_ini yksYk sYviyyYdY YlaqYlYndirmYyY imkan verir. Sat1_ prosesinin fasilYsizliyini vY istehlak1lar1 zYruri e_iddY vY miqdarda mYhsullarla tYmin etmYk n sat1_ kanal1n1n hYr bir i_tirak1s1 mYyyYn miqdar vY e_iddY mYhsul ehtiyat1na malik olmal1 vY onlar1n saxlanmas1n1 tY_kil etmYlidirlYr. Bundan ba_qa, mYhsullar1n da_1nmas1nda bir neY nYqliyyat nvndYn istifadY edildikdY aral1q mYntYqYlYrdY onlar1n mvYqqYti saxlanmas1 tYmin edilmYlidir. Bununla YlaqYdar olaraq sat1_ kanal1n1n hYr bir i_tirak1s1 zYruri anbar sahYlYrinY tYlYbatlar1n1 mYyyYn etmYli, onlar1n harada yerlY_dirilmYsinY vY mYhsullar1n anbarla_d1r1lmas1na dair qYrarlar qYbul etmYlidir. Anbarla_d1rma prosesindY bir s1ra YmYliyyatlar yerinY yetirilir vY bunun sayYsindY zaman vY sahib olma faydal1l11 yarad1l1r. Bu YmYliyyatlara a_a1dak1lar aiddir: - mYhsullar1n kYmiyyYt vY keyfiyyYtjY qYbulu vY gndYrilmYsinin tYmin edilmYsi; - istehsal1lardan vY ya topdansat1_ tijarYt mYssisYlYrindYn iri partiyalarla al1nm1_ mYhsullar1n kiik partiyalara bl_drlmYsinin tYmin edilmYsi; - mxtYlif istehsal1lardan al1nm1_ mxtYlif e_idli mYhsullar1n nvlYrY ayr1lmas1 vY dYstlY_dirilmYsi; - mYhsullar1n burax1lma tezliyinY, hYjminY vY digYr YlamYtlYrinY grY anbar daxilindY optimal yerlY_dirilmYsi. MYsYlYn, burax1lma tezliyi yksYk olan, yYni tez-tez burax1lan mYhsullar burax1lma yerinY yax1n, YkijY a1r olan mYhsullar stellaclar1n a_a1 yaruslar1nda yerlY_dirilmYlidir; - al1j1lara mxtYlif xidmYtlYrin gstYrilmYsi. MYsYlYn, bir s1ra anbarlar al1j1lar1n sifari_inY uyun olaraq rulon _YklindY olan ka1z mYhsullar1n, vYrYqY formal1 metal mYmulatlar1n kYsilmYsi, maye mYhsullar1n kiik qablara doldurulmas1 vY s. zrY xidmYtlYr gstYrirlYr; - mYhsullar1n tYbii tYsirlYr nYtijYsindY xarab olmas1 vY ourlanmas1 hallar1n1n qar_1s1n1n al1nmas1; - yklYmY-bo_altma vY anbardaxili YmYliyyatlar1n avtomatla_d1r1lmas1 vY mexaniklY_dirilmYsi zrY tYdbirlYrin hYyata keirilmYsi; - gndYrilYjYk mYhsullar1n nYqliyyat vasitYlYrinY yklYnmYsi, yklYrin yola sal1nmas1 n zYruri olan sYnYdlYrin haz1rlanmas1 vY yklYrin yola sal1nmas1 vY s. Anbarlar1n yerlY_dirilmYsindY iki meyar: 1) xYrjlYrin hYjmi vY 2) laz1m olan vaxtda vY laz1m olan yerdY mYhsullar1n YlyetYrliliyinin tYmin olunmas1 nYzYrY al1n1r. Buna uyun olaraq anbarlar iki variantda yerlY_dirilY bilYr. Bir variantda istehlak1lara yax1n yerlYrdY oxlu sayda anbarlar yerlY_dirmYklY vY hYmin anbarlarda boyk hYjmdY ehtiyatlar saxlamaqla istehlak1lar1n vY vasitYilYrin laz1m olan vaxtda, laz1m olan yerdY vY laz1mi e_iddY mYhsullarla tYmin edilmY sYviyyYsini yksYltmYk olar. Lakin, bu halda xYrjlYrin dY sYviyyYsi yksYlYjYkdir. 0kinji variantda isY istehsal-1lara yax1n yerdY mYhdud sayda anbarlar vY ya Yn pis halda, bir anbar yerlY_dirmYklY vY nisbYtYn az hYjmdY ehtiyatlar yaratmaqla xYrjlYrin sYviyyYsini a_a1 salmaq olar. Lakin, bu halda istehlak1lar1n vY ya vasitYilYrin mYhsullarla tYmin olunmas1 sYviyyYsi, yYni onlar1n mYhsullarla vaxtl1-vaxt1nda vY etibarl1 tYmin olunma sYviyyYsi dY a_a1 olajaqd1r. Buna grY dY, anbarlar elY yerlY_dirilmYlidir ki, onlar al1j1lar1n vaxtl1-vaxt1nda, etibarl1 vY laz1mi e_iddY mYhsullarla yksYk sYviyyYdY tYmin edilmYsini daha az xYrjlYrlY hYyata keirY bilsin. MYhsullar1n anbarla_d1r1lmas1 vY saxlanmas1nda sat1_ kanal1 i_tirak1lar1na mYxsus olan anbarlardan vY mumi istifadYdY olan anbarlardan istifadY edilir. Sat1_ kanal1 i_tirak1lar1na mYxsus olan anbarlara ya istehsal1ya, ya istehlak1ya, ya da tijarYt mYssisYlYrinin mlkiyyYtindY olan anbarlar aiddir. Bu anbarlar istehsal1lar1n, istehlak1lar1n vY ya vasitYilYrin daima zYruri miqdarda mYhsul ehtiyat saxlaya bilmYsi n nYzYrdY tutulur. mumi istifadYdY olan anbarlara ayr1-ayr1 _YxslYrY vY ya dvlYtY mYxsus olan vY mYyyYn haqq mqabilindY istehsal1lara vY ya vasitYilYrY anbarla_d1rma xidmYti gstYrYn anbarlar aiddir. Bu anbarlar, bir qayda olaraq, mYhsulgndYrYnlYr tYrYfindYn ijarYyY gtrlr vY mYhsullar1n mvYqqYti saxlanmas1 n istifadY olunur. Bu anbarlardan, YsasYn, istehsal1 vY ya istehlak1 mvsmi xarakter da_1yan mYhsullar1n, hYminin qar1_1q ykda_1malarda istifadY olunur. Bu tip anbarlar anbarla_d1rma xidmYtilY yana_1, bYzi hallarda, mYhsulgndYrYnlYrY nYqliyyat xidmYti vY digYr xidmYtlYr dY gstYrirlYr. MYhsullar1n fiziki yerdYyi_mYsinin vY mumiyyYtlY, bl_drmY sisteminin tY_kili istehlak1lar1n vY ya vasitYilYrin sifari_lYrinin q1sa vaxt YrzindY yksYk standartlara uyun yerinY yetirilmYsinY, yYni al1j1lara yksYk xidmYt gstYrilmYsinin tYmin edilmYsinY ynYldilir. Bu, YksYr hallarda mYhsulun fiziki yerdYyi_mYsinin mxtYlif elementlYri aras1nda konfliktin yaranmas1na sYbYb olur. BelY ki, sifari_lYrin qYbulunun vY yerinY yetirilmYsinin q1sa vaxt YrzindY hYyata keirilmYsi, hYminin al1j1lara yksYk standartlara javab verYn xidmYtin gstYrilmYsi onlarla YlaqYdar olan xYrjlYrin sYviyyYsinin vY son nYtijYdY, qiymYtin yksYlmYsinY sYbYb olur. Bu isY qiymYt dYyi_mYsinY hYssas olan istehlak1lar n sYrfYli deyildir. DigYr tYrYfdYn, xYrjlYrin sYviyyYsinin a_a1 sal1nmas1 al1j1lara xidmYtin sYviyyYsinin pislY_mYsinY, sifari_lYrin yerinY yetirilmYsi vY mYhsullar1n atd1r1lmas1 vaxt1n1n uzanmas1na sYbYb olur. Bu isY yksYk xidmYt sYviyyYsi tYlYb edYn, lakin, qiymYt dYyi_iklikiyinY laqeyd olan al1j1lar n Ylveri_li deyildir. nki, bu mYssisYlYr mYhsulgndYrYnlYrin seilmYsindY mYhsulun ujuzluunu yox, mYhsullar1n vaxtl1-vaxt1nda gndYrilmYsini vY etibarl1 servisin mvjudluunu hYllediji amil hesab edirlYr. Al1j1 tY_kilatlar aras1nda apar1lm1_ sorunun nYtijYsi gstYrmi_dir ki, onlar mYhsullar1n fiziki yerdYyi_mYsini mYhsulgndYrYnlYrin seilmYsinY tYsir edYn ikinji vajib amil (mYhsulun keyfiyyYtindYn sonra) hesab edirlYr. zn yoxlama suallar1 vY tap_1r1qlar 1. MYhsullar1n bl_drlmYsinin mahiyyYtini vY mYqsYdini izah edin. 2. MYhsullar1n bl_drlmYsi vY sat1_1 hans1 funksiyalar1 yerinY yetirir? MYhsullar1n bl_drlmYsi vY sat1_1 hans1 faydal1l1qlar1 yarad1r? 3. MYhsullar1n birba_a vY vasitYilYrlY sat1_1n1n stnlk vY at1_mazl1qlar1n1 izah edin. 4. nYnYvi vY _aquli marketinq sisteminin fYrqlYrini izah edin. 5. ^aquli marketinq sisteminin hans1 formalar1 vard1r? HYr bir forman1n mahiyyYtini izah edin. 6. Eksklyuziv sat1_la intensiv sat1_1n fYrqlYrini izah edin. 7. Birba_a sat1_1n hans1 formalar1 vard1r? 0nternetlY sat1_1n hans1 stnlklYri vard1r? Kataloqlarla sat1_1n at1_mazl1qlar1 nYdYn ibarYtdir? 8. Sat1_ kanallar1n seilmYsinY hans1 amillYr tYsir edir? 9. MYhsullar1n fiziki bl_drlmYsi prosesindY hans1 YmYliyyatlar yerinY yetirilir? HYr bir YmYliyyat1n q1sa xarakteristikas1n1 verin. 0stifadY edilmi_ YdYbiyyat1n siyah1s1 Assel Q., Marketinq: prinip1 i strateqiY, Uebnik dlY vuzov, M., 0NFRA-M, 1999, s. 428-490 Baqiev Q., Tarasevi V. M., Ann X., Marketinq, SPb., Piter, 2006, s. 482-506 Qolubkov E. P., Osnov1 marketinqa, Uebnik, M., Franspress, 1999, s. 364-395 Djobber D., Prinip1 i praktika marketinqa, Uebnoe posobie, M., 0zdatelskiy dom VilYms, 2000, s. 346-410; 437-478 Kotler F., Armstronq Q., Sonders Dj., Vonq V., Osnov1 marketinqa, 2-e evrop. izd., Kiev; Moskva; Sankt-Peterburq, 0zdatelelskiy dom VilYms, 1998, s. 897-1040 Lamben Jan Jak, Menedjment, orientirovann1y na r1nok. Strateqieskiy i operaionn1y marketinq,SPb., Piter, 2004, s. 545-606 Marketinq, M., Banki i birji, 1996, s. 200-235 Gvans Dj. R., Berman B., Marketinq, M., Gkonomika, 1990, s. 194-228 FasolYk N. D., Upravlenie proizvodstvenn1mi zapasami, M., Gkonomika, 1972 MYmmYdov X., MirzYyev S., Marketinqin Ysaslar1, Bak1, QAPP-POL0QRAF, 2001, s.155-200     AB5I;0:GK AB5IA0;GK AB5I;0:GK ">?40=A0BKH B860@OB AB5IA0;GK AB5I;0:GK ">?40=A0BKH B860@OB ">?40=A0BKH B860@OB O@0:O=4O B860@OB AB5IA0;GK AB5IA0;GK O@0:O=4O B860@OB AB5I;0:GK M5=B 1 2 3 4 1 5 4 3 2 >=B@0:B;0@K= A09K= + E = =20 =20 AB5IA0;GK;0@ (I) ;K6K;0@ (A) 1 2  1 3 5 4 2 3 4 >=B@0:B;0@K= A09K = =+=9 AB5IA0;GK;0@ (I) ;K6K;0@ (A) (A.ADAFAVAXAfAhA~AAAAAAAAAAAAAAAAAAAAABBB,B.B:BFTFVF\F^FbFdFhFjF~FFFFFFFFFFFFFFFFFFFFGGGG$G&G2G6GLGNG\G^GjGlGtGvGzG|GGGGGGGGGGGGGHHHH&H(H0H2H6H8HDH$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXDHFHPHRHhHjHHHHHHHHHHHHHHHHHIIII6I8I>I@IPIRIZI\IdIfIjIlIrItIIIIIIIIIIIIIIIIIIIJJJJ4J6JDJFJ^J`JtJvJJJJJJJJJJJJJJJJJJJK$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXKKKK K"K2K4KBKFK`KbKhKjKnKpKtKvKKKKKKKKKKKKKKKLLLLLL:LOHOJO`ObOfOhOvOxOOOOOOOOOOOOOOOPP PPP P*P,P6P$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX6P8P@PBPPPRP^P`PlPnPzP|PPPPPPPPPPPPPPPPPPPPPQ QQQQQ2Q4QJQLQ`QbQnQrQxQzQ~QQQQQQQQQQQQQQQQQQQQRRRR(R*R>ڸٸRRRRRRR$ڜڜ䴳ϴ,,ڜt䴳ϴRRRRRRRRR$&SZS\ShSjSrSvS~SSSSSSSSSSSSSSSSTTTT.T0T>T@TZT^TrTtTxTzT|TTTTTTTTTTTTTTTTUU>U@UDUFUHULUTUVUlUnUvUxUUUUUU$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXUUUUUUUUUUUUUU VV*V,V0V2V4V8VHVJV\V^VtVvV~VVVVVVVVVVVVVVVVWWW W&W(W,W.WհհWWWWWWWWWWWWWWW(,ٳʳڳʳXXX$ڜڜ䴳ϴ,,ڜt䴳ϴݘXXXXXXXXXXXXXXX.0YYYԨYYYYYYYYYYY&*46ZFZHZXZZZnZpZtZvZZZZZZZZZZZZZZZZZ[[[[4[6[D[F[^[`[f[h[~[[[$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJX[[[[[[[[[[[[\ \\\(\*\@\B\J\L\\\^\b\d\x\z\\\\\\\\\\\\\\\\\\\\\\\]]]]]]2]4]<]>]D]F]L]P]f]h]~]]]]]]]]]]]]]]^^^ ^0^2^J^N^b^$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXb^d^j^l^^^^^^^^^^^^^^^^^^^^^___ _._0_H_J_h_j_________________ ``$`&`6`8`T`V`t`v`z`|`````````````ʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJI```aa a"a.a0a8a:aRaTajalarataaaaaaaaaaaaaaaaaaaaab b"b$b(b*b8b:bJbLbTbVb`bbbzb|bbbbbbbbbbbbbbbcccc(c*c:cʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I:cg@gDgFgLgNgVgXg`gdgjglg|g~ggggggggggggggggghhhhʺʺʺʺʺʺʺʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJIh&h(h>h@hPhRhjhlhrhthxhzhhhhhhhhhhhhhhhhhii$i&i>i@iNiPibidizi|iiiiiiiiiiiiiiiiiiiiijj j$j4j6j>j@jFjHjdjhjzjʺʺʺʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Izj|jjjjjjjjjjjjjjjjj kk$k&k,k.k>ݰٰܰİkkkkkkkkkkkkkkkkkkkkk&(46lJlLlZl^lbldltlvl|l~l̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtR6CJOJQJaJI~lllllllllllllllmmm m(m*m.m0m4m6mBmDmLmNmVmXm\m^mnmpmmmmmmmmmmmmmmmmmmmmmmmnn"n$n8n:nPnRnZn\nlnʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺʺhdfh}JCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Clnnnnnnnnnnnnnnnnnnnnnnnoo oooo2o4oBoDoPoRoVoXo\o^obodojolooooooooooooooooooooopp.p0p6p8p񻫻hdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfh}JCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJC8pBpDpNpPp\p^pzp|ppppppppppppppppppp qqqq(q*q0q2q8q:qPqTqbqfqxqzqqqqqqqqqqqqqqqqqqqqqrrrr4r8rrDrFrLrNrdrhrtrvr|r~rrrrrrrrrhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Xrrrrrrrrrsssss s$s&s0s2s>s@sHsJsVsZs^s`sfshssssssssssssssssstt t ttt$t&t0t2t6t8tLtNtbtdtvtxttttttttttttʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Ittttttuuuu,u.u>u@uDuFuXuZu^u`ufuhupuruuuuuuuuuuuuuuuuuuuvvv vvvvv8v:vPvRv\v^vlvnvrvtvvvvvvvvvvvvvvvvvvvvvww ww w"w2w4wJw$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXJwLw\w^wzw|wwwwwwwwwwwwwwwwxxxxx(x*x0x2x>xBxFxHxRxTxZx^xdxfx|x~xxxxxxxxxxxxxxxxxxxxxyyyy y"y,y.y8y:yDyFyʺʺʺʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJIFy\y`ydyfy|y~yyyyyyyyyyyyyyyyyzzzz(z*z6z8z>z@zFzJzVzXzbzdzrzvzzzzzzzzzzzzzzzzzzzzz{{{ {8{<{F{H{^{`{r{t{{ʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I{{{{{{{{{{{{{{|||| |"|*|,|:|<|H|J|Z|^|h|j|||||||||||||||||}}2}4}@}B}H}J}V}X}f}j}t}v}}}}}}}}}}}}}}}ʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJI}~~~~(~,~2~4~<~>~T~V~f~h~~~~~~~~~~~~~~~(*@BNPVXhjtv"$,.BDT̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,ITXhjprz|ʀ̀ 48PR^`lp؁ځ&(:<FHPR^ĥ΂Ԃւނ$hdfhdfCJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJPނ &(.0>@PR\^npz|΃Ѓ*.BDTVZ\bdxzƄʄڄ܄  "$248:<BLNhj$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXЅ҅օ؅",.@DNPbd~†Ćچ܆  .2<>HJTXbdnpvx|~ʇ̇ԇև"$46LN\^p$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXprĈȈވ$&8:JNVZpr~‰̉Ήԉ։ډ܉ "46LPTVfhprЊԊ $&>@L$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXLNbl~ʋ̋؋܋ ,.@BRTXZ`blnvxƌʌҌԌ46:<JLVX^`hj$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJUf*fVPަܷʹ:4b\$7dh`7a$gdB~_ԍ֍؍܍ލ .0@BHJTVhjz|ŽĎԎ֎ "$04@BNP\^ln~̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,Iďԏ֏&(46FHLNRTbdjlrt|~ĐƐܐސ,.:<JNZ\pȓΑ&*hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,R*<>ْĒ’ĒȒܒޒ*,:<@B\^xz~ēƓ .08:NP`btv̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹̹$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,I”ĔȔʔΔДԔ֔ڔޔ"&8:HJbdtvz|ƕʕܕޕ*,@BNPbfʖ̖ؖږʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJI"$24LNTVbfprėƗؗڗ$&02:<HJ^`hjxz˜ĘԘ֘ܘޘ(*hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X*:<BDPRdfpr™Ιҙؙ֙*,BDHJXZhj|~Țؚ֚̚.08:FHPVnr'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Prěƛ؛ڛ 24@BXZlnȜʜҜԜܜ$&<>JLRT`bnpx|ĝȝڝޝhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X ,.246:RTXZhjtvžƞȞ֞؞"$46BDLPlp̟Οڟܟ   "ʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I",.<>HJdfvx ĠȠʠܠ  &(.0<>RTXZfhrt֡ء "*.NP^`ln¢ĢԢ֢hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X֢"$68<@BTVdf~ģƣ$&8:@BHJ\`lnҤ֤  .0ʺʺʺhdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I0<>ԥĥΰХҥ$&0268<>DFXZfhrt~ȦʦҦԦڦަ   .0HJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,PJhjtv|~ȧʧΧЧڧܧ"$*,FJfhvxШҨި"$24FHTV`bxz©ȩʩܩhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X,046DFdftvҪ֪*.>@VX\^rt~«īЫҫ2DFH\^fhrtz|ʺ޺hdfhtR6CJOJQJaJ'hdfhdf6CJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,I¬άЬެ &*24:<DFVX\^dftv­ȭʭҭԭحڭ&(,068PRXZfjtvhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,Xʮ̮ܮޮ"$*,HJVXbdptʯ̯ԯ֯(,68@BFJ\^dflnz|ʰ̰ڰܰ   hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,X .08:>@FH^`jlıƱʱֱ̱ر  $&8:HJfhtx˸'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,$hdfhCJOJQJaJmH,sH,hdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,8²IJ̲βҲԲ޲  &(02@BTV`dtvֳس޳ &(.046HLZ\hjδдܴ޴$&*,$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,V,02HJTVhjvxµֵص ,.24>@DFJLRTZ\hj¶ζжܶ"$46@BNP\^hjnp$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,Vҷܷ *,>@HJXZfhz~ȸ̸ָظ "68DFTVZ\hjz|Ĺʹܹ޹ $hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,T,.<>VXlp̺кܺ*,@BLP`bnpz|ֻػ"$24BD\^jlz|ıııııııııııııııııııııııııııııııı$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,DмҼ&(JLPRdfz|ƽȽ (*BDTVZ\bdnp|~װ$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,'hdfhdf5CJOJQJaJmH,sH,'hdfhtR5CJOJQJaJmH,sH,'hdfh&{5CJOJQJaJmH,sH,>̾ξ 02:>LN^`hj|~̿ο "$.0HJTVZ^fhrt|~ (*$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,V*24BFLZ\r| ,.@BNPTV\^lnxz $&,.68<>LN^`tƲƲƲƲƲƲƲƲƲƲƲƲƲƲƲƲ'hdfhdf6CJOJQJaJmH,sH,'hdfhtR6CJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,Ftv *,68<>BDbdrt $&0268<>BDbdrt"$:$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V:>LN\^rt   ,.<>XZdfnpxz~  (*46<>`drt$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V $&@BRTdfnp ,.24LN\^jlvx  :<XZfhvx|$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V$&,.68FHXZrt|~,.46FHbdrtxz$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V $&<>"$68<>LNXZ^`fhnp "<>BDJLTV`bf$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,Vfhnr| "$68NPVX^`ln~  (*@BTV\^lnr$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,Vrtz|6:PRvx*.68<@VXjlprvx|~ $hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V"&24>@PR`bpr,.8:HJbdhjpr  26@BLN^`jlz|$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V*,@DPR\`hjz|"$*,46>@DFRVdhrt~$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V&(028:JNXZdftvz| "$(*6:FHRV^`rv$&8:HJ`$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V`bfhlntx(*:>RTdfpr 04HJZ\bdxz$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V $&68PR\^tv~$&46DFRTdfvx 24DF\^xz$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V  ",.68<>HJRTfhz| "&(.0HJ\^dfvx"&(,B$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,VBDXZ^`pr  "0268JLZ\`bln~"$24:<L$hdfh9CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,NLNXZhj| ,.FHVX\^np(*@BJLZ\rt~ $$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V$&>@LN\^tv*,BDTVdhlnvz (*BFVX^`tv $hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V  *,BDPRfjprvx*,8:FHTV`drv  46<>JLRT\`tvx$hdfh9CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,Nx  &(.08:JLPRfjprxz"$,.BDHJZ\hjxz$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,V  $&*,>BNP`bln $&68<@PR\^hjrt $&<>DFLN$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,VNTV\^vz 6:NP`bprvx 24FHNPZ\np(*68$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,V8HJTV^bxz*,@BZ\`hxz(*8:BDPRdhvx$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,V*.<>.0:<NP\^fhz|  ,.68@BFHNPTV\^bdhjxz$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,Vz02BDRTtv~&(JLZ\rtƲ'hdfhdf5CJOJQJaJmH,sH,'hdfhtR5CJOJQJaJmH,sH,'hdfh&{5CJOJQJaJmH,sH,'hdfhEQ5CJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,6  "46>BXZfh*,46@BLNjpƲƲ'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,F (,@BFH`d|~.068BDVXrv|~*,02:<@BLNbdpr$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V\ .D!(-.p/0t135678AzEPRbdnpx|  *,8:NPXZtv~$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V &(68<>PR\^lnxz~  $&,.:<HJRVlnz| $&*,0$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V02<>,.:<LNRTXZhj|~  $ & > 'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,F> @ L N R T f h t v ~                          < @ V X n p x z                       $ & , . 4 ıııııııııııııııııııııııııııııııı$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,'hdfhtR6CJOJQJaJmH,sH,F4 6 L N d f n p | ~                         $ & 6 8 H J Z \ p r z | ~                    $ & 8 : N P h j v x    'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,N              "$*,68RTbdz|&(,0<@FHRT\^jlprxıııııııııııııııııııııııııııııııııı$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,'hdfhtR6CJOJQJaJmH,sH,Fxz~  "*,@BXZdfpt~(*>@FHZ^fhlpxz$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V.6>@HJRT^bnpz~*.68NP`bfh~ "$*$hdfh7CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,N*,8:BDRTln  *.>$&8<NPhlvx~$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V*,DFJLbdrt 02>:<PRhj|~$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V*,8:JLPRbdhjpr  68HJbftv*,8$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V8:>@XZdfnp.0FHLNRTXZrt|~ $&>DNP\^xz$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V02HJXbvx    * 4 D F N P b d j l x z                 !!!! !"!8!:!T!V!d!f!~!!!!!$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V!!!!!!!!!!!!!!!! " "" "."2"<"@"D"F"J"L"P"R"d"f"z"~""""""""""""""""""""""""""" ####,#.#>#@#L#P#`#b#j#l#p#r#x#z##########$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V############$$$$$ $&$($0$2$6$8$>$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%%$%&%,%.%4%6%%%%%%%%%%%%%%%%%%%%%%%%$ڜڜ䴳ϴ,,$ڜt䴳ϴ,,%%%&&&"&$&,&.&<&>&B&D&J&L&T&V&Z&\&r&t&&&&&&&&&&&&&&&&&&&&&'''' '"'.'0'>'@'F'H'b'd't'v'''''''''''''''((((*(,(6($hdfh9CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,N6(8(D(F(X(Z(x(z((((((((((((((()))))).)0)6)8)>)@)J)L)V)X)b)d)l)n)x)z)))))))))))))))))))))))))*** ***"*$*0*2*6*8*F*H*`*b*n*p**$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V********************++++(+*+2+4+:+<+@+B+N+P+V+X+\+^+b+d+n+p+~++++++++++++++++,,,,,,",$,*,,,2,4,J,L,X,Z,d,f,z,|,,,,,,,,,,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V,,,,,,----*-,-0-2-8-:-F-H-P-R-b-d-n-p---------------.. . ...*.,.6.8.<.>.H.J.R.T.j.l.~..............////&/(/,/./L/N/X/Z/b/d/l/t//$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V////////////// 00000 06080B0D0Z0\0~000000000000001 1 1"10121<1>1B1D1H1J1N1P1p1x11111111111111112 2 22222"2$22242R2V2d2h2z2$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,Vz2|22222222222222222223 333$3&3.30383:3L3N3V3X3^3`3j3l3v3x3333333333344&4*40424:4<4L4N4T4V4d4f4z4|4444444444444444444555$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V55(5*5<5@5H5J5`5b5l5n5|5~5555555555555556666.606:6<6H6J6N6P6f6h6|6~66666666666667 707276787<7>777777777777777777788(8,8<8$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V<8>8F8H8Z8\8d8f8r8t8|8~8888888888888888899,9.94969@9J9\9^9h9j9n9v999999999999999999999: :::(:*:0:2:8:ƲƲƲ'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,F8:<:D:F:P:R:^:`:p:r:x:z::::::::::::::::::;;;;;(;*;:;<;X;Z;^;`;j;l;;;;;;;;;;;;;;;;; < <<< <"<.<2<6<8<><@<H<J<T<V<Z<\<h<j<x<z<<<<<<$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,V<<<<<<<<<<<<<<==== ="=4=6=P=T=`=b=t=v=|=~=======================> >>>>>$>&>,>.>>>@>D>F>V>X>\>^>j>l>>>>>>>>$hdfh9CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,N>>>>>>>>>>>>>? ? ?*?,?0?2?6?8?R?T?j?l?v?x?|?~????????????????? @ @@@ @"@&@(@:@<@@@B@L@N@`@d@l@n@v@x@|@@@@@@@@@@@@@@@@@@@@A$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,VAA"A$A(A*A6A8AFAHA^A`AlAnAAAAAAAAAAAAAAAAAAA B B.B0B4B6BPBRB\B^BjBlBBBBBBBBBBBBBBBBBBBCCCC&C*C4C6C:CƲƲƲƲƲƲƲƲƲƲƲƲ'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,F:CELENEVEıııııııııııııııııııııııııııııı$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,'hdfhtR6CJOJQJaJmH,sH,FVEXEfEhEvEzEEEEEEEEEEEEEEEEEEEEEF FFFFF(F*F2F4FJFLFhFjFnFpFtFvFFFFFFFFFFFFFFFFFFF GGGG G"G.G2GTGƲƲƲ'hdfhtR6CJOJQJaJmH,sH,'hdfhdf6CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,FTGVGZG\G`GdGpGrGGGGGGGGGGGGGGGGGHH HHHH,H0Hʳ鳧Գ賧ٳSSSSSSSSSSάSSSԾSSSS.068ٰ$ڜڜ䴳ϴ,,$ڜt䴳ϴ,,նٰհܰ԰ԱTTTTTT˶TTTTTTTTTTT&(24UJULUVUXU`UdUtUvUUUUUUUUUUUU'hdfh75CJOJQJaJmH,sH,'hdfhdf5CJOJQJaJmH,sH,$hdfh7CJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,8UUUUUU VVV*V,VNVPVfVhVlVnVVVVVVVVVVVVVVVVVWWWW,W0WFWHWdWfWjWlWxWzWWWWWWWWWWWWWXXXX*X,X0X2XTXVX^X`Xııııııııııııııııııııııııııııııı$hdfhdfCJOJQJaJmH,sH,$hdfhtRCJOJQJaJmH,sH,'hdfhdf5CJOJQJaJmH,sH,'hdfhtR5CJOJQJaJmH,sH,FVWlXXY$ZB[[\]]j^__8a0bbccTdVd $dha$gdB~_$ & Fdh^`a$gdB~_ $dha$gdB~_$7dh`7a$gdEQ$7dh`7a$gdB~_`XhXlXrXXXXXXXXXXXXXXXXXXYYY(Y*Y4Y6YHYJYVYZY`YbYhYjYzY|YYYYYYYYYYYYYYY ZZZZ Z*Z8Z:ZHZJZTZVZhZjZvZzZZZZZZZZZZZZZZhdfhtRCJOJQJaJ$hdfhtRCJOJQJaJmH,sH,$hdfhdfCJOJQJaJmH,sH,PZ[[ [*[,[>հİ[[[[[[[[[[[["$<\>\J\L\^\b\h\j\p\r\\\\\\\\\\\\\\\]]϶hdfhtR5CJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,0jhdfhtRCJOJQJUaJmHnHuhdfhU(CJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ9]]]"]$]&],]>]B]R]T]V]X]j]n]|]~]]]]]]]]]]]]]]]]]]]]^^^^^^^*^.^4^:^D^T^V^j^z^|^~^^^^^^^^^^^^^^^_____,_._0_2_B_D_X_$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJ'hdfhdf5CJOJQJaJmH,sH,OX_\_j_l_z_~____________``````$`2`4`8`>`F`H`J`P`\`^`r`z`|`~````````````````` a a"a8aDaFaLaNaTaXalapaaaaaaaaaaaaaaaab bbb0bBbFbHb$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJXHbNbXbZb\b^bhbxbzbbbbbbbbbbbbbbbbbccc$c&c(c,c.c4cHcJclcnc~ccccccccccccccccd dddd d0d@dBdTdVdXd\d^dbdddhdjdrdtdÿh?hdfjhdfUhdfhtRCJOJQJaJ$hdfhdfCJOJQJaJmH,sH,hdfhtRCJOJQJaJIVdZd\d`dbdfdhdldndpdrdtddddddddddeeeBeDenepee^h]htdddddddddddddeee0e2e@eDe\e^elepeeeeeeeeeeeeefffffffff"f$f&f*f,f.f2f4f6f:ffBfDfFfJfLfNfRfTfVfZftfvf~ffffǹǹǹhdfCJOJQJmHsHhdfCJOJQJmHsHhdfCJH*OJQJhdfCJOJQJhdfhdfOJQJhdfCJOJQJHeeeeeeeeffffff f"f(f*f0f2f8f:f@fBfHfJfPfRfXf$a$^XfZffffffffffffffffgggg gggggg$g&g^$a$ffffffffffffffffggg gggggggg g"g&g(g*g.g0g2g6g8g:g>ᲵݲܲᲵԲ貵ٲ沵gggggιΫιιιιاڜt䴳ϴtڜ䴳ϴڜ䴳ϴڜ䴳*ϴڜ䴳ϴڜڜڜ䴳ϴڜ䴳ϴ7&,.46gvgxggggggg $dha$gdB~_^$a$D00&P P:pwqAPBP. A!n"7#S$n% R@R 1KG=K95$7$8$9DH$OJQJ_HmH sH tH BA@B A=>2=>9 H@8DB 0170F0\i\ 1KG=0O B01;8F0 :V 44 la .k. 5B A?8A:0 4@4  "5:AB A=>A:82&2  =0: A=>A:8H*J @J 86=89 :>;>=B8BC;  9r 4)@!4 ><5@ AB@0=8FKL@2L 5@E=89 :>;>=B8BC;  9r  $:FRh~*8<@IMQUY]ae(;<=>?@ABCDEFGO !"189      $:FRh~*8<@IMQUY]ae  !"#$%&(j ! + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + + +;!'.5?HR[dnPx-)Sn (Oz% f  ^zu#g`zaba[ 9?O g 'Ty&;)1!"""*"+","-"."0"1"W"$%[&r()...................../25K9G<#>k@ACEQH!K4OP.STWY%\&\f\o]_`4cdhKl nwrt$vvxQ{2YCJ-U'Ty)ܔc6:TrR,1Kֻ3~oPQCA1 {|xIZ"J  g  P  Ty M  6!v!!"""d###5$$$%&G&&&*'7':'F'R'^'t'''''''''( ( (((((!(%()(-(L(Q(d(r(v(z(|(}(~((((((((((((((('L'L' 'L'L'L' '''p'p'\!' '<;''''<;'L'd&' 'L'_' ' ' '_' '_'`)'`)''`)' ''X'X'X'X'X'X'X'X'X'X'L'''_''`)'C'4'X'X'X'X'X'X'X'X'4'X'X'X'X'X'X'X'X'X'X'L'+'p/'ȱ4'+''h!'`)'h!''R&'+' |9''h!''d/'\!'h!'X'L'_'d&'_'X&'T/'TX>'p/''lL>'h!'' '\!'R&'L''j&''X'''_' 'X' '_'`)'`)''R&'_'p'C'''p/'' '`)'`)'+'p/'`)'h!'p/'`)'_''`)''`)'h!'h!'R&''''R&'+'p/'_''X'L'+'R&' |9''L''h!'oQ'h!'''L'L''_'+'h!' |9'xF>'`)'ȱ4'h!' 'X' ' '`)'`)' ' ' 'xF>''R&'oQ'L'X' ' 'X' 'X' 'X' 'L' 'X'X' ' ' 'X'X'X' ''5|||z|||z|||z|^AACCACCCA  ؎AACC؎C؎C؎C؎C؎C5ACCCACCG*~9?O g 'Ty&;)1!!"""*"+","-"."0"1"W"$%[&r()...................../25K9G<#>k@ACEQH!K4OP.STWY%\&\f\o]_`4cdhKl nwrt$vvxQ{2YCJ-U'Ty)ܔc6:TrR,1Kֻ3~oPQCA1 {|xIZ"J  g  P  Ty M  6!v!!"""d###5$$$%&G&&&*'+'7'8'9':'E'F'Q'R']'^'s't'''''''''''''''''((( ( ( ((((((((( (!($(%((()(,(-(L(P(Q(c(d(q(r(u(v(y(z(|(}(~(((((((((((((((((((((((((((0000000000000 0 0 0 0 0 0 0 0 000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000000 0 0 0 0 0 0 0 0 0 0 00000000000T00100  900  4:00 dib00ib00400400(G00`G00G00Pb00b00 b00!"b00#$00%&@00'(x00)*00+,00-.00001H002300450067`008900000000@Ax00BC00DE00FG<00HIt00JK00LM00NO00PQT00RS000   HllPz!#L&B(*,/1358;=V@B EF~IKXMORfTWfY[\^`2cRef iknBp>r:tv~y{}ցƅ.f*B Ģf(VB^:8H( D"\ \\TP2R`^P ^L  ^:(!#z&(n+-&1(A8CEDHKM6PRUX[b^`:cfhzj~lln8prtJwFy{}TނpL**r"֢0J ,*t:fr`BL$ xN8z0> 4  x*8!#%6(*,/z25<88:<>A:CVETGIvLOQDTU`XZ]X_Hbtdfg           !"#$%&'(*+,-.03)VLexN\VVdeXf&gg)/124g8ST@$SS^$(  x f N"N S"?~  6```1?Y  ~  6```1?TY   ~  6```1?J!C!(* ~  6```1?O=C ~  6```1?J!P=(C ~  6 ```1?BP=DJC  ~   6!```1?1P=9C !~   6"```1?P=VC "~   6#```1?(Y 0 #~   6$```1?9Y NA $~   6%```?:C!N* %TB  C ? $%H!TB  C ?+$%H!TB B C ?!%,H!TB B C ?!%v=H!TB B C ?*$%T=TB B C ?}*$%T=TB  C ?!%*$%T=TB  C ?!%*5T=TB  C ?!%*mFT=~  6&```?J!1 &~  6'```? G,"N ' f !NN S"?~  6```1?S* k ~  6```1?* NT ~  6```1?'* e.q ~  6```1?6* C>q ~  6```1?6UB ~  6```1?y?6FB ~   6```1?/66B ~ ! 6```1?6'B ~ " 6```1?63B TB #B C ?e6TB $ C ?e$6TB % C ?e26TB & C ?eA6TB 'B C ?qe*6TB (B C ?e*6TB )B C ?$e*6TB * C ?*eF36TB + C ?+eA6TB ,B C ?ea96TB -B C ?e:6TB .B C ?$e:6TB /B C ?D3e:6TB 0 C ?:eA6~ 1 6```?@/!N+ TB 2B C ?qe 6TB 3B C ?qe6TB 4 C ? e6TB 5 C ? eh#6TB 6 C ? e06TB 7 C ?5 eA6~ 8 6```?L0  ~ 9 6```?G)N Z f  NN :S"?~ ; 6```1?A N,  ~ < 6```1?6 1  ~ = 6```1?A N' ~ > 6```1?G(~4' ~ ? 6```1?6 ' ~ @ 6```1?Aj/ N: ~ A 6```1?j//": ~ B 6```1?B+N ~ C 6 ```1?+j/'8:  ~ D 6 ```1?j/6 :  ~ E 6 ```1?B6 N  ~ F 6 ```1?0B =N  ~ G 6 ```1?AB NN  TB H C ?4 ATB I C ?4 z!I(!TB J C ?|4z!A!TB K C ?4 45TB L C ?,"4+5TB M C ?%84A5TB N C ?4 |HH~ O 6```1?BN TB P C ?|HHTB Q C ?+|H0HTB R C ?=|HAHV S 3 ?#" ?B S  ?."..d#(:$t:%t:w$tS;t #$&'0189=LWXfgijst}"#/0;<ABFGNT_`fgxy &'+,1389FGQR[\^_abjktv~ (*,-/04578@AEFIJUVcdpq} #$&(34ABNPSTWXfhklnovwyz!")+23@AMNZ[eflmstwxz{~  $%,-46;=IJLM\]lmoptuz{~   "#&'+,249:>?DELMUVdeoprsvwyz !#./=>@AJKRSUV[\_`deklwx}~      % ' , - 8 9 @ A N O T U W X [ \ ` a h i l m q r y z ~        ! ) * . / : ; I J L M S T ^ _ b c g h s t z {        ! " * + 9 : D F N O R S Y Z \ ] d e s u | }         / 0 < = B C K M T U [ \ f g i j l m q r x y      ! * + / 0 5 6 < = B C M N T U ] ^ d g r s w x  !%&,-67ABKMTUYZdeklst   %'23=>@AKLXY`bfglmqrtuyz!"./34ABLNYZ^_depqst{|$&()12>?ABDEMNTV]^egijoqvx  *+9:EFRTYZdenoqr|}  !"$%'(56CDKLPQUWaboprsz{  !,.67BCJKMNTU^_ijwx  !"'(+,34GHPQUV\]ghnowy   !)*,-34@AKLNOST_`eflmtuwx|}#(12;<DFNOXYbcfgrsxy /14589CDGHKMPQST[\^_lm} %&)*239=HIQS`aceghjlyz    '(,-569:<=@BFGIKNOWXabklop{|!"')-.45?@KLTUcemnqryz|} !#$'(+,=>KMXY^_bcfgjkvwz{ !"%&*+,-/02356<=GHNOXYfgijmnstxy{|  )*3478@AGHVX\]cdfgjkopvw|~ "#&')*/167@AHILMWXefkluvxy~        # $ ' ) + , . / 1 2 8 9 H I X Y [ \ h i k l t u ~  !! ! !!!"!#!'!(!*!+!-!.!6!7!*D*E*I*J*R*S*U*V*]*^*e*f*l*m*r*s*z*|*******************************++++++++ +!+(+)+.+/+5+6+:+;+?+A+I+K+S+T+W+X+\+]+j+k+u+v+~++++++++++++++++++++++++++++++++,,,,,,%,&,),*,.,/,3,4,;,<,B,C,G,I,Q,R,[,\,a,c,j,k,r,s,t,u,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,-- - -------*-+-/-0-1-2-6-8-;-<->-?-I-J-L-M-\-]-a-b-j-k-m-n-{-|-------------------------------..........$.%.'.(./.0.4.5.:.;.@.A.G.I.Q.R.X.Y.a.b.g.h.o.p.x.y...........................//// / / //////*/+/4/5/0?0I0K0V0W0^0_0a0b0f0g0u0v0~0000000000000000000000000000000000111111$1%1)1*1213191:1@1A1C1D1H1I1W1X1c1d1i1j1o1q1v1x1z1{1111111111111111111111111111111222222)2*28292C2D2P2Q2b2c2j2k2o2p2}2~22222222222222222222222222222222222223 3 3 33333$3%3-3.35373<3=3F3G3R3S3V3W3Y3Z3c3d3m3n3{3|333333333333333333333333333334444!4"4&4'424448494@4B4G4H4R4S4\4]4j4k4x4y444444444444444444444444444444455555555'5)5?5@5H5I5J5K5T5U5\5]5h5i5n5o5u5v5y5z5555555555555555555555555555555555555556666666666%6'6364696:6C6D6H6I6R6S6\6]6j6k6q6r6y6z666666666666666666666666666666666666677 7 77777 7!7*7+737478797>7?7D7E7T7U7\7]7c7d7k7l7u7v777777777777777777777777777778888888!8%8&8+8,85868?8@8C8D8K8L8P8R8W8X8[8\8a8c8m8n8o8p8{8|88888888888888888888888888888888888 9 99999!9"9-9.919295969<9=9D9E9I9K9P9Q9]9^9a9b9j9k9w9x999999999999999999999999999999999::: :::::!:":(:):3:4:6:7:@:A:J:L:S:T:]:^:d:f:q:r:::::::::::::::::::::::::::::;;;;!;#;2;3;A;C;M;N;X;Y;^;_;g;h;s;t;z;{;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;<<<<<<<<< <)<*<5<6<><?<E<G<N<O<X<Y<c<d<i<j<s<t<w<x<{<|<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<<==== = ====="=#=(=)=.=0=5=7=:=;=?=@=J=L=S=T=W=X=_=`=g=h=m=n=w=x=================================>>>>>>!>#>)>*>3>4>>>?>F>G>J>K>N>O>[>\>g>h>o>p>v>w>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>?? ? ???????,?-?:?;?=?>?I?J?Q?S?U?V?^?_?f?g?o?p?}?~?????????????????????????????@@@@ @@@@@@/@0@6@7@<@=@F@G@L@M@O@P@Y@Z@a@b@i@k@t@u@}@~@@@@@@@@@@@@@@@@@@@@@@@@@@@@@AA A AAAAA(A)A0A2A;AGEGFGPGRGTGUG]G^GfGgGpGrGyG{GGGGGGGGGGGGGGGGGGGGGGGGGGGHH H HHHHH.H/H1H2H=H>HEHFHOHQHYHZH`HaHhHiHoHpHyHzHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH I I IIIIIIII$I%I1I2I8I9IAIBIDIEIJIKI[I\IjIkI~IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIJJ J JJJJJJJJJ!J"J$J%J-J.J7J9J@JBJJJKJLJMJTJVJ^J_JhJiJkJlJoJpJyJzJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJKK K KKKKKK!K&K'K0K1K;KM?MHMIMWMXMaMbMhMiMkMlMqMrM}M~MMMMMMMMMMMMMMMMMMMMMMMMMNNN NNNNN%N&N,N-N3N5N:N;NDNENQNRNWNXNaNbNqNrNNNNNNNNNNNNNNNNNNNNNNN O OOO&O'O+O,O2O4O?O@ONOOOQOROXOYOcOdOhOiOzO{OOOOOOOOOOOOOOOOOOOOOOOOOOOP PPPPP%P&P9P:PGPHPJPKPLPNPSPTPZP[PePfPqPrPwPxPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPQ Q QQQQQ%Q&Q0Q1Q;QS@SHSISNSOSZS[SeSfSvSwSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSTTTTTTTT'T)T5T7TETFTMTOTTTUT]T^TdTeTkTlTnToTzT{T}T~TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTUU U UUUU U*U+U1U2U9U;UEUFUHUIUVUWU_U`UeUfUmUnU}U~UUUUUUUUUUUUUUUUUUUUUUUUUUUVVVVVVVV"V#V'V)V+V,V1V2V9V:VFVGVLVMVSVTV\V]VdVeVkVlVnVoVtVuVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVWW W WWWWW"W#W(W)W6W7W9W:W=W>WBWCWIWJWQWRW_WaWeWfWpWqW~WWWWWWWWWWWWWWWWWWWWWWWWWWWWXXXXXXXX"X#X-X.X4X5X9X;X@XAXHXIXUXVXYXZX_X`XjXkXuXvXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXYY YYYYYY*Y+Y.Y/Y5Y6Y>Y?YLYMYOYPYXYYYcYdYlYmYoYpYvYwY}Y~YYYYYYYYYYYYYYYYYYYYYYYYYZZZZZZZZ"Z#Z+Z,Z/Z0Z:Z;Z@ZAZEZGZOZPZ[Z\ZeZfZmZoZzZ|ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ[[ [ [[[[[[[%[&[+[,[9[:[F[G[N[O[X[Y[][^[e[f[s[t[{[|[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[[\\\ \\\\"\&\)\+\0\1\=\>\N\O\T\U\e\f\k\l\p\q\z\{\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\]]]]]]]]]] ]!]'])]-].]1]2]5]6];]<]B]C]F]G]N]O]W]X]c]d]h]i]m]o]v]w]~]]]]]]]]]]]]]]]]]]]]]]]]]]]]^^^^ ^^^ ^)^*^8^9^J^K^Y^Z^b^c^h^i^k^l^s^t^{^|^~^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^__ _ _______"_#_*_+_2_3_;_<_D_E_K_L_N_O_S_T_\_]_a_b_h_i_s_t_y_z_______________________________`` ````#`$`)`*`1`2`4`5`7`8`@`A`N`O`Q`R`_```n`o`y`{`````````````````````````````aaaaaa(a)a0a1a?a@aJaLaSaTa[a\a^a_aiajatauaxayaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa b bbbbbbb$b&b-b/b;bgBgCgHgIgOgPgXgYg[g\gagbgjgkgpgqgzg|ggggggggggggggggggggggggggggh hhhh*h+h1h2h:h;h@hAhIhJhMhNhRhShdhehphqh~hhhhhhhhhhhhhhhhhhhhhhhhhhhhhhiiiiiiii#i$i(i)i-i.i8i:iIiJiOiPiWiXi]i^ifiginioiviwi~iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiijj j jjjjjjj$j&j2j3j8j9jDjEjJjKjRjSjZj[jajbjkjljojpjujvj~jjjjjjjjjjjjjjjjjjjjjjjjjjjjkkk k k kkk k!k)k*k/k0k6k7k;kmDmEmLmMmPmQmXmZm]m^mgmhmkmlmqmrmwmxm~mmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmmnn n nnn n!n*n+n0n1n8n9n?n@nHnJnQnRnTnUnbncnknlnwnxn|n}nnnnnnnnnnnnnnnnnnnnnnnnnnnnnoo o ooo"o#o(o)o/o0o7o8oBoCoGoHoJoKoMoNoWoXo`oaolonoqorouovo~oooooooooooooooooooooooooooppp pppppp"p#p+p,p4p6p:p;p?p@pBpCpIpJpQpRp\p]p_p`plpmpopppupvpppppppppppppppppppppppppppqqqqqqqq%q&q1q2q:quCuDuRuSu\u]ubucuhujumunuquruyuzuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuuvv v vvvvvvv"v$v(v)v.v/v7v8v:v|@|H|I|S|T|[|\|h|i|o|p|x|z|||||||||||||||||||||||||||||||||||||||}} }}}}}}!}#}+}-}:};}?}@}C}D}I}J}T}U}Z}[}d}e}j}k}p}r}y}{}~}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}}~~ ~ ~~~~~&~'~-~.~1~2~9~:~<~=~B~C~F~G~N~O~T~U~Y~Z~^~_~f~g~l~m~r~s~w~x~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~    )*/057:;=?DEST]^efpqyz $%,-348:KLNO[\hiqrtu€ÀʀˀЀр܀݀  "%&()./:;CDST\]bchiopwxÁāЁс݁ށ !%&*+0267BCHIRS[\deuv{|łƂɂʂԂՂ$%+,45>?HIWX\]^_deijnoxy{|ƒÃ̃̓Ճփ )*45<>҄τԄDŽĄƄDŽքׄلڄ&(,-0179<=?@EFJKRS\]`ajkqr{|ÅȅɅ҅Ӆمڅ܅݅  !&'239:ABJKQRWY_`efpqvw{|ÆĆˆ̆Άφц҆نچ &'/078?@CDFGJKRSVW\^efnovw|}ȇɇ·χӇԇއ߇ %&239:ADEGLMRS^_opƈLjψЈӈԈوۈ  ()/078EFKLWXbdmnpqrtyzÉĉɉˉԉ։$%*+0167>?CDHJKMRS[\fgno}~ÊĊƊNJϊЊ܊݊ %&+-.08:?@HIOPWX]^ghqrxy‹ƋNjՋ֋ "#,-34<=BCGHLMRUVX`aijopst{|njȌ͌ΌՌ׌܌݌%'(*23;<@ADELMOPRSVWabjkop|}Ǎȍ͍΍ӍՍۍݍ "#12ABHIMNRTUW^_jkopɎʎюҎ؎َݎގ $%./=>GIVW]^fgklpqvyz|яҏ֏׏ݏޏ "#34FGNOUV_aceqrz{ĐŐʐːҐԐ֐ؐېܐސߐ!"+,0178<=BCMN\]_`tuz{Бёӑԑۑݑ  129:<=GHUV^_bcijlmsuyzŒƒ˒̒Ԓ֒ߒ ()0157>?GHKLRS]^notuz{ēœƓǓ͓Γדؓ ')46=>KLVW\]delnstŔƔʔ˔єҔٔܔ  )*23=>DENP[\cdqryz~ŕƕΕϕוؕڕە )*./8:=>DEKMXYablmpqÖĖіҖޖߖ '),-/09:BCQRZ[abjkqr|~җӗ՗֗ٗڗݗޗ*+1245?@GHNOUV[\`aijrsz{ØĘΘϘܘݘ "#()45ABKLTV[\ghstřƙ͙Ιәԙڙۙߙ"#/0:;@AFGKLQRVW[\ackmz{ȚɚϚКؚٚ &'./56:;=>EFRSbchimntu{|윲͛Лћӛԛ'(+,46>@KLST`befklrtȜɜϜМל؜ !()/067=>@AGHQRVWYZ`ahitu|}ǝȝ֝םޝ %&238:DFQRYZfgjkwy|}žĞɞʞӞԞ  -/9:<=>@DEJKQRWY_`op~ßǟȟϟП՟֟ޟߟ$%./:;?@HJOPUV[]hipq}~àɠʠϠѠ֠נ "#()13>?DELM\]_`acghjktu}ġš͡Ρӡԡڡۡ #$,-78:;GHPQ[\_`bclm}~ĢŢǢȢҢӢ  !%&./12<=CDIJQS^_abcehiqrvw}~ȣɣ֣ף%&1256ABUV_`kltu{|¤äŤͤΤФѤڤۤ*+:;=>JKPQ[\hiklopyz¥ĥťХѥܥݥ%&*+01=>DEQT\]hiqr¦æ̦ͦզ֦ڦۦߦ #$0134?@HIRS_`jlxyƧǧɧʧͧΧ٧ۧ "#+,89<=EFMN^_abhiqryzʨ˨ӨԨ  ()569:<=HIOPUV\]depruv~ɩʩ̩ͩ۩ܩ #$24=>KLTUcdfg{|ƪǪͪΪܪݪߪ%&-/12:;GHQR`aopxy«ë̫ͫ۫ܫ ()67ABQRTU[\abpqwyìŬѬҬԬլ֬جެ߬ !"'(./=>CDHIOPYZbcijtuwxz{ȭɭҭӭݭޭ "#&'34:;>?FGJKPRUV^_jkst®̮ͮٮڮ &'12;<KLRS`bijlmuvǯȯ̯ͯѯӯկ֯ٯگ ()679:FGMNXYefjkopyz~ưǰͰΰڰ۰!)*23>?FGQRVW^_abghnouvyzűƱұӱ߱ +,129;JKNOTUYZeflmpqxy}~Ȳɲ˲̲ղֲ $%-/@BHJTU_aoprs}~ųdzͳϳڳ۳ *+34@AGHRSUWbcjk{|ôŴ˴̴ѴӴڴ۴ !"*,4589=>KLQRY[efpqµõ͵εڵ۵ߵ ()/124ABKMOPXY^_fgjkop}~ŶǶ˶̶ѶҶ޶߶ !"12<=GHTU[\cemnwy·ʷ˷зѷݷ޷  "'(12?@MNTU[\abmnvw¸øиѸ׸ظڸ۸ &'./89@AIKLNYZbdopxyĹŹ͹ιٹ۹&(*+3489ABMNXY[\hjuvxy{|ɺ˺ҺӺպֺ޺ߺ  !)*,-0167;<GHRS[\ceijrsz{»ĻŻ˻̻ӻֻ߻  !*+45=>@AEFPQWX[\abjkpq|}üļ̼ͼܼݼ #$&')*12569:>?GINPSTYZbcnoyz|}Žƽ̽ͽӽԽ۽ܽ&'./:;@AIJST[\denost{}ʾ˾ҾӾ'(01:;BCOPTUZ[abdemostyzɿʿѿҿؿٿ  !'(13@AKMZ[eflmtu{| $%/045<=BCFGKMTV[\abjknost~ !"$%,-45>?JKRTWX]^dfkluv  !,-67@ANO[\deijnpstwx~)*,-45:;@AHITU`acdklst}~ $%23;<BCJKTU\]npuv|} '(/067DEPQSTabjkpqvw{~ $%.067@ACDGHWX^_ikxy"#,-349:?@BCJKQRVW[\demo} #%34;<HJTU_`hiopwx "#23:;ABHINOTUY[iksuxy "$./9:BCFGJKQR_aghoprsvw|} (),-35:;EFUVefnowy}~ !#%./2367=>HJNOSTVW_`efmnxy}~ABIJLMWXabfgopvw}~ $%-.45@AHITV]^ghtu~ %&)*-.45@BGIST`aghnprsvw $%,-34=?DFKLVW]^dfkluv|}+,68FGPQYZfhnp !"./56=>DENQTV[\hituz{!"1278>?GHST]_fgtu $%349:>?HITUZ[deijnpuv !./67<=ACJKXY\]abjkz{!"129:BCMNWX^_fgnovw~ &'./9:ACKL[\`adeghopuvz{029:BCKMPQZ[]^`aeflmz{ &'./56;<@BIJRSYZ_`pq #$,-9:>?EFKLTVYZcdfgijnouv $%*,67DEKLXYabpqxy~ %&*+79>@KLQR]^dejkpr|}  !*+./67=>@ACDMNUVdejkvw  +,56>?JKUVdeghnotu{| $%1289@AFGRSWXefklpq}  "().045=>FGTUZ[efopz{ &',-23:;HIOPTUXYdeghuv $%013467FGOP]^ijrsz{ $%-.12<=GHNOQRWXdersxy} "#)*23;<IKQSWX`aderswx{|$%)*=>JKSUhiqrxy{|!",-/089GHRSVW_`demnz| &',-45>AHIPQZ[hipq}~  !%&-.9:?@FGPQ\]efpqwx|~ !"*+24;=JKRS\]ijopwx !"()3589;<LMYZabghrs %&)*.0:;GHPQRS\]defgqrwx !"$%-.45<=BDJLSTYZefop{|  ()./459:CDKLUV]^dekmrtvw|}'(0189;<BDMNYZ_`eglnpqvw$%*+/1<=GHKLTUYZabefnprs~ ()24;<ABLMWX`aefijvw~ '(./34=>EFIJMNUV^_hikmpqtuz{ !")*:;?BIJUV`ajkopy| !,-34@AHIQR\]hist~ !#$02>?KLNOTU`bijnovx &'1289ABGITU[\klst}~'(,-:;MNPQYZfglmqsvwyz $%)+67=>HISTZ[ablmrsuv}~ ,-45>?DEIJLMRSWZeflm|}  +,78<=CDHINOXY[\bcnoy{$%-.89?ALNWXdeoptu}~ )*12=>LMRSWYfglmstyz  !,-238:?@ $%)*/178=?ABOPVW[]ablmpq~ )*67CDFGRS[\hiz{  '(46?@FGRS\^`abdpqvw $&,-89BCHIMNWXbcfgmoxy  %&()1289CDMNTUZ[cdhipqstxy   ,-2378ABMNVWZ[ceijnoqsxy  "'(./<=FGNOXY_`bckltu  "#1256<=EFHIKLRS^_jkqr%&()23=?DEGINOSTVW`anost}~ ./67;<EFOPZ[abx{}~*+-.9:@AIJTVdexz}~        " # , - < = B C H J O P Z [ j k m n | }                                             # $ 0 1 7 8 D F M N S U b c o p s t x y                                     % & , - 2 3 = > L M T U [ ] d e k l } ~                                       $ % ) * 5 6 ? A C D Q R ^ _ e g h i t u } ~                                     ! " - . ? @ E F N P Q R Z [ k l s t | }                              )+24=>EFLMQSWX_`ijst}~  &'23=>CDJKPQYZ^_deprxy  $%'(34>?IJRTUVfgijuv  #$-.239:>?IJVWYZbcghqrtuvy "#()/089<=FGSTY[^_hiyz   $%*+-.45<=HINOUVabmnrty{}~  "#+,./56@AKLUVabhioptv{}   !&'0267;<>@HJMN`acejkwx()./56EFMNRS^_abghrswx  &'-/12:;LN]^`acdqrwx~    %&4578:;GHUV_`hiqrxz|}   )*,-/09:ABJKRS`bjkrs )*01@ACDOQ[\fgop%&0246;<DEMNTVefno{| $%1278=>FGST[\deijst %&+,56?@HIUVbdpqwx   !%&019;@BDEPQdeqr{|"#-.67CDFHMNYZ`aop      ' ( 3 4 6 7 @ A E F J M N P [ \ j k m n t u z {                             !! ! !!!!!*!+!/!0!4!6!7!9!@!A!C!D!J!K!T!U!_!`!j!k!o!p!t!v!w!y!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"" " """""""$"%"*"+"4"5";"="G"H"O"P"U"V"b"c"i"k"w"x"""""""""""""""""""""""""""""""## # #####%#&#/#1#4#5####################################$$$$$ $ $$$$$"$$$($*$+$-$4$5$=$>$?$A$B$E$K$L$V$X$_$a$b$e$o$q$u$w$x$z$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$%%% %%%%%%%%#%$%%%(%.%/%9%;%>%?%D%F%I%L%P%R%X%Z%i%k%y%z%}%~%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%&&& & &&&&&!&#&$&'&,&-&.&/&4&6&:&<&=&?&F&G&L&M&O&Q&R&U&[&\&]&`&i&k&l&o&x&z&~&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&'' ' '''' ')'+'+'-'-'.'.'0'1'3'4'6'7'9':'D'F'P'R'\'^'j'k'r't'~''''''''''''''''''''''''(((-(:(;(@(C(D(Q(^(d(l((((((((((( 89>  f g &'STxy%(1=H()01!!"")"1"V"W"$$%%Z&[&q(r())......//2255J9K9F<G<">#>j@k@AACCEEPHQH K!K3O4OPP-S.STTWWYY$\&\e\f\n]o]__``3c4cddhhJlKl n nvrwrtt#v$vvvxxP{Q{12XY^BI,0?׌&ՍSpxa()۔ܔbc569:STqrQR+,0M "Jd˺ջֻ23}~noOQBC@A01 z|wxHIYZ!"I J   f g   O P   STxy  L M   5!!!=""1#c#e#####-$5$z$$$$%%&&?&G&&&&&)'+':'D(F((:::::::: y1##+':'D'F'P'R'\'^'r't'~''''''''''''''''((( ( ( ((((((((((!(#(%('()(+(L(O(Q(b(d(p(r(t(v(x(z(((((((((((((((((((((((  &'GHLMNORS[\]^`aklpqst/034;<OPefjkqr}~  ! " . / 5 6 8 9 ; < Q R g h l m                 !!!!;!!B!C!a!b!e!f!!!!!!!""F"G"_"`""""""""""""""""""" # #####$#%#2#3#9#:#;#<#l#m#v#w#x#y#####$$%%&&&&&&&&&&+'+'-'-'.'.'0'1'3'4'6'7'9':'(:Wc>idc>@^`56CJOJQJo(. @R^R`56CJOJQJo(. id:Wjnq%'-.5TE%M6bRtR^_B~_ uc&{+ygdfz?a89EQwq j!q~7U(}J&*'(@Canon MF3010Ne02:winspoolCanon MF3010Canon MF3010_ G 4dXA4Canon`Canon MF3010ddd      d d d d dd    dd@@d  d  d dd d"eddd      !"#$%&'()*+,-./012345678d"    @  !"#$%&'()*+,-d.d/d0123456789:;<=>?@ABCDEFGHIJKd     d !"#$%&d!dddd!      d ddH8  4 22h 1 4 22h 1XXd2 Arial\CNZ005.ICC\CNZ005.ICC\CNZ005.ICC$&,$&,HArial0AB@>9:8 ?> C<>;G0=8N X        Canon MF3010_ G 4dXA4Canon`Canon MF3010ddd      d d d d dd    dd@@d  d  d dd d"eddd      !"#$%&'()*+,-./012345678d"    @  !"#$%&'()*+,-d.d/d0123456789:;<=>?@ABCDEFGHIJKd     d !"#$%&d!dddd!      d ddH8  4 22h 1 4 22h 1XXd2 Arial\CNZ005.ICC\CNZ005.ICC\CNZ005.ICC$&,$&,HArial0AB@>9:8 ?> C<>;G0=8N X        k !"#$%&')*+,-./1235689;<=>?@ABCDFHIJKLNOQRTUVWXYZ[\]^_`abcdefghijklmnopqrstuwxyz|}~(  $(*,.048:<>@BDFJLNPRTVZ\^`bdfjlnrtxz~   $&(*,.@UnknownG:Ax Times New Roman5Symbol3& :Cx ArialM" Univers (WT)ArialkTimes Roman AzLatTimes New Romana rAz-Times-LatTimes New RomanO"MS Sans SerifArial"YSB$BU,!,!!xx24d&&3QHP ?^_2Unknowni.telman  Oh+'0  0 < H T`hpxUnknownNormal i.telman322Microsoft Office Word@>6H@\@2W5@z2Up!,՜.+,0 hp   Elcom Ltd&'     !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~      !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~      !"#$%&'()*+,-./012345789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~      !"#$%&'()*+,-./0123456789:;<=>?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\^_`abcdfghijkluRoot Entry FGUpw1Table6?MWordDocumentFjSummaryInformation(]DocumentSummaryInformation8eCompObjq  F Microsoft Office Word MSWordDocWord.Document.89q