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C DO==8= A08@ DO=;O@;O O;03OA8. !B@0B5J8 <0@:5B8=38= <0I899OB8, BO98=0BK 2O OI0BO 408@OA8. !B@B5J8 <0@:5B8=3-4O9O@;O@8=, BO;O10B;0@K=, 1070@K= AB@0B5J8 A53<5=B;OH48@8;<OA8, A0BK6K 2O 0;K6K 1070@-;0@K=K= ?0@0<5B@;O@8=8= BOI;8;8, >195:B;O@8= @O301OB FABF=;F:;O@8=8= 3>@C=<0AK OA0AK=40 840@O >;C=0= >195:B;O@8= AB@0B5J8 @O301OB;8;898 =>@<0B82;O@8=8= BO@B81 548;<OA8 =O7O@899OA8 2O BO6@F1OA8 :8<8. 5B>48:0 + 83B8A048990B + B5E=8:0 + 840@O5B<O @O301OB 3018;899OB;8;898 A8AB5-<8=8= BOB1838  AB@0B5J8 <0@:5B8=38= <O3AO48=8= O;4O >;C=<0AK=K= 10H;K60 HO@B848@. F=90=K= 0?0@K6K 4N2;OB;O@8=8= BOIA8; A8AB5<;O@8=8= OA0A FABF= 6OIOB;O@8 2O G0BKH<0-<07;K3;0@K. O301OB3018;899OB;8;898=O 9N=O;8: 83B8A04GK;0@K= 2O <5=565@-;O@8= I07K@;0=<0AK. 0I899O;O@8= @50;;0H4K@K;<0AK F7@O 8@8;OH48@8;<8H <O@IO;O;O@8= O<O: BCBC<;CLC=C= BOE<8=8 =8A1OB;O@8. FBOEOAA8A;O@8= I07K@;0=<0AK=K= ;<0-=890 (BO18OB 5;<;O@8) 2O <5@8:0 (IC<0=8B0@ 5;<;O@) A8AB5<;O@8. !B@0B5J8 <0@:5B8=3 20A8BOA8;O O FGF=? 56O? O4O= NBO@8? !C0;;0@K=0 60201;0@K= 0EB0@K;<0AK=K= 20681;898. "  (<5B>48:0 => 83B8A048990B + B5E=8:0 + 840@O5B<O => @O301OB 3018;899OB;8;898)  <FIO=48A, 83B8A04GK 2O <5=565@ :04@;0@K=K= I07K@;0=<0AK A8AB5<8 :8<8. C A8AB5<8= IO@ 18@ <O@IO;OA8=8= HO@I8 2O BO@:81 5;5<5=B;O@8 0@0AK=40 O;03O;O@. !B@0B5J8 <0@:5B8=3-840@O548;O= >195:B8= IO90B 4N2@0=K=K= 8;:8= <O@IO;OA8 2O 840@O5B<O=8= 18@8=68 F<C<8 DC=:A890AK4K@. )O90B 4N2@0=K=K= <FBOEOAA8A;O@, O<BO-;O@, E84<OB;O@, BOH:8;0B;0@ (<FOAA8AO;O@, H8@:OB;O@, D8@<0;0@ 2O A.) HOIO@ 2O 3OAO1O;O@ FGF= 8@8;OH48@8;<8H <O@IO;O;O@8. !B@0B5J8 <0@:5B8=38= >195:B;O@8: I59OB, O<BOO, E84<OB, BOH:8;0B, A0IO, @5M8>=, N;:O 2O >=;0@K= BOA=8D;OH48@8;<OA8. O301OB <F10@87OA8 HO@08B8=4O O<BOO;O@8= 2O 8AB5I;0:GK;0@0 A5@28A8= :59D89-9OB8=8= 9F:AO;48;<OA8=8=, 8AB5IA0;GK 2O 8AB5I;0:GK;0@40 @5AC@A;0@0 3O=0OB 548;<O-A8=8=, AF@OB;O=<O 2O BOH:8;0BGK;K3 AO2899OA8=O 4833OB8= 0@B<0AK. 070@ A53<5=B8=8= 3>@C=<0AK 2O 95=8 1070@;0@K= O;4O >;C=<0AK FGF= @O301OB3018;899OB8=8= 1FBF= 0<8;;O@8=O OIO<899OB 25@8;<OA8. C=C= @50;;0H4K@K;<0AK FGF= AB@0B5J8 ?;0=;0H4K@-<0=K= :59D899OB8=8= 0@BK@K;<0AK 7O@C@8;898. C 8AB830<OB4O AB0=40@B;0H<0 F7@O 59=O;E0;3 BOH:8;0B;0@K= <0@:5B8=38 4O9O@;O=48@8;<OA8. 0@:5B8=3- ! AB0=40@B;0@K=K= 9000 A5@890AK F7@O :59D899OB A8AB5<;O@8=4O <OIAC;;0@K= IO90B 4N2@0=;0@K=K= 18@8=68 <O@IO;OA848@. 59=O;E0;3 ! AB0=40@B;0@K=K= 9000-68 A5@890AK=40 <OIAC;C= :59D899OB A8AB5<;O@8 F7@O =F<C=O28 IO90B 4N2@0=K=K= BO@:81 <O@IO;O;O@8 (<0@:5B8=3, "!, "", 8AB5IA0; ?@>A5A-;O@8=8= I07K@;0=<0AK 2O 8H;O=81 I07K@;0=<0AK), 18;020A8BO 8AB5IA0;0B, 8AB5IA0; ?@>A5-A8=4O =O70@OB, I07K@ <OIAC;C= 301;0H4K@K;<0AK 2O A0E;0=K;<0AK, A0BKH 2O 1N;MF, 3C@0H4K@<0 2O 8AB8A<0@, E84<OB4O B5E=8:8 90@4K<, 8AB8A<0@40= A>=@0 BO:@0@ 5<0;. /<BOO=8= IO90B 4N2@0=;0@K=40 95@8=O 95B8@8;O= OA0A 8H;O@8= IO6<8. OIAC;C= IO90B 4N2@0=K F7@O <044O;O@ 2O <OA@OD;O@8= AB@C:BC@C. C >195:B;O@8= BOA=8D0BK 2O >=;0@K= 3KA0 E0@0:B5@8AB8:0AK. "OA=8D0BK= OA0A O;0<OB;O@8. !B@0B5J8 <0@:5B8=38= >195:B;O@8: I59OB, O<BOO, E84<OB, BOH:8;0B, A0IO, @5M8>=, N;:O 2O >=;0@K= BOA=8D;OH48@8;<OA8. 40@O5B<O9O <0@:5B8=3 90=0H<0=K= @>;C=C= 0@B<0AK 2O 5DD5:B;82;898. $O0;89-9OB8= 8AB5I;0:GK90 9N=O;48;<OA8 F7@O <0@:5B8=3 :>=A5?A890AK=K= @50;;0H4K@K;<0-AK=K= A04O;OH48@8;<OA8 AE5<8. 0@:5B8=3 :>=A5?A890AK=K= AB@C:BC@C 2O ?@>A5A;O-@8=8= <590@K, 5;O6O4O AO<O@O;8;8: MNABO@868;O@8=8= 30@HK;K3;K O;03OA8, 840@O5B<O 2O 8AB5IA0; ?@>A5A;O@8=8= <0@:5B8=3 :>=A5?A890AK=0 C9LC= MO;<OA8 <590@;0@K. .# 2.  + !"/( /! Bazarlar1n seqmentlY_dirilmYsi mYfhumu. MarketinqdY bazarlar1n seqmentlY_dirilmYsinin YhYmiyyYti. Bazarlar1n seqmentlY_dirilmYsinin at1_mazl1qlar1. Kontr-seqmentlY_dirmY. Bazarlar1n seqmentl_dirilmYsinY olan tYlYblYr. Bazarlar1n seqmentlY_dirilmYsi: seqmentlY_dirmY; hYdYf seqmentininn (vY ya seqmentlYrinin) seilmYsi; mvqeylY_dirmY vY marketinq proqramlar1n1n tYrtib edilmYsi. SeqmentlY_dirmYnin baza dYyi_YnlYri vY deskriptor dYyi_YnlYri. Seqment-lY_dirmY dYyi_YnlYrinin seilmYsi modellYri. SeqmentlYrin nisbi dYyYrliliyi mYyyYn-lY_dirilmYsi. ABC-analiz metodu. 0stehlak mYhsullar1 bazar1n1n seqmentlY_dirilmYsi. 0stehlak1lar1 xarakterizY edYn xsusiyyYtlYrY grY seqmentlY_dirmY: sosial-demoqrafik meyarlara, corafi meyar-lara vY crfi-demoqrafik meyarlara grY seqmentlY_dirmY. Psixoqrafik meyarlara grY seqmentlY_dirmY: hYyat stilinY (vY ya hYyat tYrzinY), _YxsiyyYtin xsusiyyYtlYrinY vY ictimai siniflYrY grY seqmentlY_dirmY. Davran1_a grY seqmentlY_dirmY. Davran1_a grY seqmentlY_dirmY meyarlar1: tYlYb olunan fayda, istehlak1n intensivliyi, mYhsula loyall1q sYviyyYsi, sat1nalmaya meyillilik, istehlak1lar1n mYhsula adaptasiyas1, dini mYnsubiyyYt, sat1nalman1n sYbYbi, mYhsuldan istifadY vY sat1nalma hYyata keirlYrkYn istehlak1 davran1_1 vY s. 0stehsal tYyinatl1 mYhsullar bazar1n1n seqmentlY_dirilmYsi. 0stehsal tYyinatl1 mYhsullar bazarlar1n1n makro seqmentlY_dirilmY meyarlar1: demoqrafik meyarlar, corafi meyarlara vY corafi-demoqrafik meyarlar. Psixoqrafik meyarlara grY seqmentlY_dirmY. TYdarkat mYrkYzinin strukturuna grY seqmentlY_dirmY. tYdarkat mYrkYzinin zvlYrinin fYrdi xarakteristikalar1na grY seqmentlY_dirmY. RYhbYrlik slubuna grY seqmentlY_dirmY. TYdarkn (tYchizat1n) tY_kili suluna grY seqmentlY_dirmY. 0stehsal tYyinatl1 mYhsullar bazar1n1n davran1_a grY seqmentlY_dirmY seqmentlY_dirilmYsi. TYlYb olunan faydaya grY seqmentlY_dirmY. MYhsulgndYrYn-lYrlY YmYkda_l11n sYviyyYsinY grY seqmentlY_dirmY. MYhsulgndYrYnlYrY loyall1q sYviyyYsinY grY seqmentlY_dirmY. Sat1nalma tYcrbYsinY grY seqmentlY_dirmY. MYhsulun mYssisYnin fYaliyyYtindY YhYmiyyYtlik sYviyyYsinY grY seqmentlY_dirmY. MYhsulun mYssisYnin fYaliyyYtindY YhYmiyyYtlik sYviyyYsinY grY seqment-lY_dirmY. HYdYf seqmenti. HYdYf seqmentinin (seqmentlYrinin) seilmYsi prosesi: bazar1n cYlbediciliyi vY biznesin rYqabYt qabilyyYti meyarlar1n1n seilmYsi; bazar1n cYlbedi-ciliyini vY biznesin rYqabYt qabilyyYtini xarakterizY edYn hYr bir amilin nisbi vacib-liyini Yks etdirYn Yki Ymsallar1n1n mYyyYn edilmYsi; bazar1n cYlbediciliyini vY biznesin rYqabYt qabilyyYtini xarakterizY edYn hYr bir amil zrY potensial hYdYf seqmentlYrinin cari potensial1n1n qiymYtlYndirilmYsi; marketinqin Ytraf mhiti, istehlak1lar1 vY rYqiblYri xarakterizY edYn amillYrin gzlYnilYn dYyi_mY meyllYrini nYzYrY almaqla hYr bir seqmentin gYlYcYk mvqeyinun proqnozla_d1r1lmas1; GzlY-nilYn dYyi_mY meyllYrinin biznes-strategiyalara vY tYlYb olunan resurslara tYsirinin qiymYtlYndirilmYsi. MYssisYnin fYaliyyYt gstYrdiyi bazar seqmentlYrindYn as1l1 olaraq istifadY etdiyi strategiyalar: differensialla_d1r1lmam1_ marketinq strategiyas1; differen-sialla_d1r1lm1_ marketinq strategiyas1ndan vY tYmYrkzlY_dirilmi_ marketinq strategiyas1. O3AO4 A53<5=B;O@8 FGF= <OIAC;;0@K= <N2359;OH48@8;<OA8. O3AO4 A53<5=B8 FGF= <0@:5B8=3 proqram1n1n I07K@;0=<0AK. BeynYxalq bazarlar1n seqmentlY_dirilmYsi vY hYdYf seqmentinin (seqmentlYrinin) seilmYsi. MVZU 3. BAZARLARIN CLBEDICILIYININ THLILI MYhsula ilkin vY ya mumi tYlYb. MYssisYnin mYhsuluna tYlYb. lkin tYlYbin hYcmi ilY sahYnin mYcmu marketinq gclYri aras1ndak1 as1l1l1q. Geni_lYnYn vY ya geni_lYnmYyYn tYlYb. Bazar1n mtlYq vY cari potensial1. Bazar1n mtlYq potensial1n1n mYyyYn edilmYsi. 0stehlak mYhsullar1na tYlYbat1n mYyyYn edilmYsi. Ev tYsYrrfatlar1n1n mYi_Yt avadanl1qlar1na vY cihazlar1na tYlYbat1n1n hYcminin mYyyYn edilmYsi qaydas1. mYi_Yt avadanl1q vY cihazlar1 ilY tYmin olnma sYviyyYsinin artmas1 nYticYsindY meydana 1xan YlavY tYlYbat1n hYcminin mYyyYn edilmYsi. mYi_Yt avadanl11 vY cihazlar1n1n dYyi_dirilmYsi nYticYsindY yaranan tYlYbat1n hYcminin mYyyYn edilmYsi. Tez sYrf edilYn istehlak mYhsullar1na tYlYbat1n mYyyYn edilmYsi qaydas1. Uzun mddYt istifadY edilYn mYhsullar1n istismar1 ilY YlaqYdar olmayan tez sYrf edilYn istehlak mYhsullar1na tYlYbat1n hYcminin. Uzun mddYt istifadY edilYn mYhsullar1n istismar1 ilY YlaqYdar olan tez sYrf edilYn istehlak mYhsullar1na tYlYbat1n hYcminin mYyyYn edilmYsi. 0stehsal tYyinatl1 Ysas materiallara tYlbat1n hYcminin mYyyYn edilmYsi. sas materiallara tYlYbat1n hesablanmas1 metodlar1: birba_a hesablama metodu vY ox_ar-l1a grY hesablama metodu. Kimya sYnayesi mYssisYlYrinin xammal vY materiallara tYlYbat1n1n hYcminin mYyyYn edilmYsi qaydas1. 0stehsal tYyinatl1 sYrfiyyat materiallar1na tYlYbat1n mYyyYn edilmYsi. DYstlY_dirici mYmulatlara tYlYbat1n mYyyYn edilmYsi. SYnaye avadanl1qlar1na tYlYbat1n hYcminin mYyyYn edilmYsi. Yeni istifadYyY verilYn mYssisYlYrin sYnaye avadanl1qlar1na tYlYbat1n mYyyYn edilmYsi. Mvcud mYssisYlYrin sYnaye avadanl1qlar1na tYlYbat1n mYyyYn edilmYsi. Mvcud mYssisY-lYrin avadanl1q park1n1n dYyi_dirilmYsi vY istehsal gclYrinin art1r1lmas1 n sYnaye avadanl1qlar1na tYlYbat1n mYyyYn edilmYsi qaydas1. XidmYtlYrY tYlYbat1n mYyyYn edilmYsi qaydas1. .# 4. !")'+ +  +(+ / /( /! AB5I;0:GK 402@0=KHK. =C= N9@O=8;<OA8=8= <0@:5B8=34O OIO<899OB8. AB5I-;0:GK 402@0=KHK=0 90=0H<0;0@. 0stehlak1 davran1_1n1n psixoloji aspektlYri. Bixe-viorizm nYzYriyyYsi. Psixoanaliz. Koqnitiv psixologiya. Faydalar vY gzlYntilYr nYzY-riyyYsi. Sosial psixologiya, sosiologiya vY mYdYni antropologiya. Germenevtika. AB5I;0:GK B8?;O@8: A>= 2O 8=AB8BCA8>=0; 8AB5I;0:GK;0@. "8?;O@8=O MN@O 8AB5I;0:-GK;0@K= 402@0=KH EFACA899OB;O@8. !>= 8AB5I;0:GK;0@K= 402@0=KHK=0 BOA8@ MNABO@O= 0<8;;O@. M0@:5B8=3 0<8;;O@8: mYhsul, qiymYt, bl_drmY vY hYvYslYndirmY. MYdYniyyYt amillYri:bY_Yri vY milli mYdYniyyYt, submYdYniyyYtlYr, insanlar1n zlYrinY, bir-birinY vY cYmiyyYtY mnasi-bYti, milli adYt-YnYnYlYr vY s. Sosial amillYr: sosial sinif, referent qrup vY ailY. istehlak1n1n _Yxsi keyfiyyYti ilY YlaqYdar olan amillYr: _YxsiyyYtin tipi, onlar1n gYlir-lYrinin sYviyyYsi, ya_ qrupu, mY_uliyyYt nv, hYyat tYrzi vY s. Psixoloji amillYr: dYyYrlYr, dYyYrlYr sistemi, motiv, motivasiya, mnasibYt vY qavrama. 0_gzar istehlak1lar1n davran1_1na tYsir edYn amillYr. M0@:5B8=3 0<8;;O@8: mYhsul, qiymYt, bl_drmY vY hYvYslYndirmY. TYlYbat1n xarakteri. 0stehlak1lar1n xsusiyyYtlYri. MYhsul gndYrYnlYrlY YlaqYli amillYr. Sat1nalmalarla YlaqYli amillYr. Seim meyarlar1. Sat1nalma qYrarlar1n1n qYbulu metodlar1: tYsviri, gstYri_ vermY (sYrYncam vermY) vY normativ metodlar1. Xat1rlanan mYhsullar dYsti. Mnasib mYhsullar dYsti. MYhsulun xsusiyyYtlYrinin kompensasiya edilYn modeli. MYhsulun xsusiyyYtlYrinin qeyri kompensasiya modeli. Qeyri kompensasiya modeli: konyunktuv, dizyunktiv vY lesikoqrafik modeli. Son istehlak1lar1n sat1nalma qYrarlar1 qYbul etmYsi prosesi. O@0@ 3O1C;C <590@;0@K: 8AB5I;0:GK 6O;154868;898 2O <0@:0;0@ 0@0AK=40 DO@3;O@8= AO2899OA8. MrYk-kYb sat1nalma qYrarlar1n1n qYbulu prosesi: bYlYbat1n yaranmas1 vY dYrk edilmYsi; altenativlYrin mYyyYn edilmYsi vY onlar haqq1nda informasiyan1n toplanmas1; seim meyarlar1n1n mYyyYn edilmYsi; alternativlYrin qiymYtlYndirilmYsi vY mYhsulun seil-mYsi; mYhsulun sat1nal1nmas1 vY mYhsulun sat1n al1nmas1 zrY fYaliyyYtin qiymYtlYn-dirilmYsi. BYsit sat1nalma qYrarlar1. VYrdi_Y Ysaslanan sat1nalma qYrarlar1. talYtY Ysaslanan sat1nalma qYrarlar1 0_gzar istehlak1lar1n sat1nalma qYrarlar qYbul etmYsi prosesi. O@0@ 3O1C;C <590@;0@K: 8AB5I;0:GK 6O;154868;898 2O <0@:0;0@ 0@0AK=40 DO@3;O@8= AO2899OA8. MrYk-kYb sat1nalma qYrarlar1n1n qYbulu prosesi: tYlYbat1n yaranmas1 vY dYrk edilmYsi; altenativlYrin mYyyYn edilmYsi vY onlar haqq1nda informasiyan1n toplan-mas1; seim meyarlar1n1n mYyyYn edilmYsi; ticarYt markas1n1n vY mYhsulgndYrYnin seilmYsi; mYhsul gndYrmY _YrtlYrinin raz1la_d1r1lmas1 vY mYhsulun sat1nal1nmas1; sat1nalman1n nYticYsinin qiymYtlYndirilmYsi. BYsit sat1nalma qYrarlar1. VYrdi_Y Ysas-lanan sat1nalma qYrarlar1. talYtY Ysaslanan sat1nalma qYrarlar1. MVZU 5. ALICININ DAVRANI^ REAKSIYASININ TDQIQI 0stehlak1n1n davran1_ reaksiyas1n1n mYzmunu. 0stehlak1 reaksiyas1n1n nvlYri: dYrketmY (koqnitiv) reaksiyas1, emosional (affektiv) reaksiya vY davran1_ reaksiyas1. Reaksiyan1n ba_ vermY ard1c1ll11. Fut, Koun vY Beldinqin cYlbedicilik matrisi. Koqnitiv reaksiyan1n yrYnilmYsi. Qavrana. Qavraman1n selektivliyi. TicarYt markas1 haqq1nda mYlumatl1l1q. TicarYt markas1n1n tan1nmas1. TicarYt markas1n1n xat1rlanmas1. Prioritet mY_hurluq. Reklam1n xat1rlanma qabiliyyYti. Reklam1n nYzYrY arpas1n1n qiymYtlYndirilmYsi. Reklam1n oxummas1n1n qiymYtlYndirilmYsi. Qavran1-lan ox_arl11n tYhlili. Emosional reaksiyan1n yrYnilmYsi. MnasibYt konsepsiyas1. XsusiyyYtlYrin kompozisiyas1 (kompensasiya) modeli. XsusiyyYtlYrin qeyri kompensasiya model-lYri: dizyunktiv model; konyunktiv model vY lesikoqrafik model.  Vaciblik/-effek-tlilik matrisi.  Determinasiya/nisbi effektlilik matrisi. Qavraman1n atributiv kart1 (xYritYsi). MnasibYtin dYyi_dirilmYsi strategiyas1. Davran1_ reaksiyas1n1n yrYnilmYsi. Al1c1 vYrdi_lYrinin tYhlili. Bazar pay1n1n tYhlili. Nisbi bazar pay1n1n dinamikas1n1n tYhlili. Bazar pay1 rYqabYt mvqeyinin indikatoru vY rYqabYt stnlynn indikatoru kimi. Marketinqin cavab reaksiyas1n1n qiymYtlYndirilmYsi. Sat1nalmadan sonrak1 davran1_. TicarYt markas1na loyall1q konsepsiyas1. Bir ticarYt markas1ndan digYr markalara keidin tYhlili. 0stehlak1n1n tYmin olunma vY tYmin olunmamas1n1n qiymYtlYndirilmYsi. 0stehlak1n1n tYmin olunma vY tYmin olunmamas1n1n qiymYtlYndirilmYsi metod-lar1. TYmin olunma vY loyall1q aras1nda YlaqY.  Effektlilik/vaciblik Ymsallar1n1n tYhlili. TYmin olunmaya vY tYmin olunmamaya reaksiyan1n stili. MVZU 6. RQABT V RQABT STNLY RYqabYt mbarizYsinin mahiyyYti. 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M. Porterin tYklif etdiyi geni_lYndirilmi_ rYqabYt konsepsiyas1. SahYyY yeni rYqiblYrin daxil olmas1 vY ya sahYyY daxilolma maneYlYri. MYhsul gndYrYnlYrin bazar gc. Al1c1lar1n (istehlak1lar1n) bazar gc. vYzedici (substitut) mYhsullar1n meydana 1xmas1 tYhlkYsi. SahYnin mYssisYlYri aras1nda rYqabYtin kYskinliyi sYviyyYsi. rYqabYtin durumunun qiymYtlYndirilmYsi metodlar1. RYqabYtin durumunu xarakterizY edYn informasiya vY onlar1n toplanmas1 sullar1. RYqabYtin durumunun vY rYqiblYrin fYaliyyYtinin tYhlili prosesi: rYqiblYrin a_kar edilmYsi; rYqiblYrin imkanlar1n1n mYyyYn edilmYsi; rYqiblYrin mYqsYdinin vY inki_af strategiyas1n1n a_kar edilmYsi; rYqiblYrin strategiyas1n1n mYyyYn edilmYsi; rYqiblYrin mmkn cavab reaksiyas1n1n qiymYtlYndirilmYsi. RYqabYtin durumunun vY rYqiblYrin fYaliyyYtinin tYhlili prosesi mxtYlif mYrYhYlYlYrindY yerinY yetirilYn i_lYr. RYqabYt davran1_1 vY onun formalar1. RYqabYt mbarizYsinin marketinq strategiyalar1. RYqabYt mbarizYsinY yana_ma formalar1: konflikt; yar1_ma; yana_1 ya_ama; Ymkda_l1q vY raz1la_malar (sazi_lYr). RYqabYt mbarizYsindY mYssisYnin stratrji mYqsYdlYri: bazar pay1n1n vY ya sat1_1n hYcminin art1r1lmas1; nail olunmu_ bazar pay1n1n vY sat1_ hYcminin qorunub saxlan-mas1; bazar pay1n1n azald1lmas1, fYaliyyYtin dayand1r1lmas1 (bazardan 1xmaq) vY bazar s11naca1n1n doldurulmas1. RYqabYt mbarizYsinin marketinq strategiyalar1. Bazar pay1n1n vY ya sat1_1n hYcminin art1r1lmas1 mYqsYdinY nail olunmas1nda istifadY edilYn marketinq strategiyalar1: bazar1n gtni_lYndirilmYsi; rYqibin vY ya rYqib-lYrin bazar pay1n1n YlY keirilmYsi; rYqib mYssisY (vY ya mYssisYlYrlY) birlY_mY vY ya rYqib mYssisYnin (vY ya mYssisYlYrin) sat1n al1nmas1 vY strateji alyanslar1n yara-d1lmas1 strategiyalar1. Bazar1n gtni_lYndirilmYsinin marketinq strategiyalar1: yeni bazarlara 1xma strategiyalar1; mYhsulun yeni tYtbiqi sahYlYrini vY sullar1n1 tap1lmas1 strategiyas1 vY sat1nalma tezliyini art1r1lmas1 strategiyas1. RYqibin vY ya rYqiblYrin bazar pay1n1n YlY keirilmYsi strategiyalar1: cYbhY hcumu (qar_1dan hcum) strategiyas1; cinah hcumu strategiyas1; mhasirYyY alma mYqsYdi ilY hcum strategiyas1; dolay1 manevr vY ya mdafiY olunan tYrYfin mvqe-yindYn yan kemY strategiyas1 vY partizan mharibYsi (sava_1) strategiyas1. Nail olunmu_ bazar pay1n1n vY sat1_ hYcminin qorunub saxlanmas1 mYqsYdinY nail olunmas1nda tYtbiq edilYn marketinq strategiyalar1: rYqiblYrin hYrYkYtlYrinin izlYnmYsi strategiyas1; rYqiblYrlY qar_1durma (rYqiblYrY Yks tYsir gstYrilmYsi) strate-giyas1. RYqiblYrlY qar_1durma (rYqiblYrY Yks tYsir gstYrilmYsi) strategiyalar1: mvqe mdafiYsi strategiyas1; cinah mdafiYsi strategiyas1; qabaqlay1c1 zYrbY strategiyas1; Yks-zYrbY strategiyas1; mobil (evik) mdafiY strategiyas1vY strateji geri YkilmY strategiyas1. ks-zYrbY strategiyalar1: qar_1dan Yks-hcum etmY strategiyas1; hcum edYn tYrYfin  samal inYklYr adlanan mYhsullar1na hcum etmY strategiyas1;vY hcum edYn tYrYfi mhasirYyY alma strategiyas1. Bazar s11naca1n1n doldurulmas1 strateji mYqsYdi nail olunmas1 strategiyalar1: bazarlar1n dar seqmentlY_dirilmYsi strategiyas1; dar ixtisasla_ma strategiyas1 vY m_tYri bazas1n1 geni_lYndirmYklY art1m (inki_af) strategiyas1. Bazar pay1n1n vY sat1_1n mumi hYcminin azald1lmas1 mYqsYdinY nail olunmas1 sullar1: elmi-tYdqiqt vY tYcrbY-konstruktor i_lYrinY ynYldilYn yat1r1mlar1n hYcminin azald1lmas1; istehsal1 prosesinY vY ilkin materialar1na sYrf edilYn mYsrYflYrin azal-d1lmas1 mYqsYdi ilY mYhsulun formas1n1n dYyi_dirilmYsi; mYhsul e_idinin sYmYrYlY_-dirilmYsi; marketinq himayYsinin azald1lmas1 vY mYhsulun qiymYtinin yksYldilmYsi. FYaliyyYtin dayand1r1lmas1 (bazardan 1xmaq) mYqsYdinY nail olunmas1 strategiyalar1: xYrclYrin azald1lmas1 strategiyas1 vY mYhsullar1n tYkmillY_dirilmYsi strategiyas1. RYqabYt stnly. RYqabYt stnlynn YldY edilmYsi strategiyalar1: marketinqY vY ya differensialla_d1rmaya Ysaslanan rYqabYt stnly; xYrclYrdY liderliyY Ysaslanan rYqabYt stnly vY tYmYrkzlY_mYyY (vY ya bazar s11naca1na Ysaslanan) rYqabYt stnly strategiyalar1. BeynYlxalq bazarlarda rYqabYt vY rYqabYt stnly. .# 7.  " (+ +!+ 0@:5B8=38= ?;0=;0H4K@K;<0AK 2O >=C= 7O@C@8;898. 0@:5B8=38= ?;0=;0H-4K@K;<0AK <FOAA8AO=8= DO0;8999OB8=8= ?;0=;0H4K@K;<0AK=K= BO@:81 I8AAOA848@. 0@:5B8=38= ?;0=;0H4K@<0AK=K= AO2899O;O@8: <FOAA8AO AO2899OA8=4O AB@0B5J8 ?;0=;0H4K@<0; 187=5A 20I84;O@8 AO2899OA8=4O AB@0B5J8 ?;0=;0H4K@<0; <OIAC; AO289-9OA8=4O ?;0=;0H4K@<0. 0@:5B8=38= ?;0=;0H4K@K;<0AK <5B>4;0@K 2O ?@8=A8?;O@8. !B@0B5J8 <0@:5B8=3 ?;0=;0@K. ;;8: <0@:5B8=3 ?;0=;0@K. 0@:5B8=38= AB@0B5J8 ?;0=;0H4K@K;<0AK ?@>A5A8 2O >=C= <O@IO;O;O@8: <8AA890=K= <FO99O=;OH48@8;<OA8; 187=5A 20I84;O@8= D>@<0;0H4K@K;<0AK; <O3AO4;O@8= <FO99O=-;OH48@8;<OA8; AB@0B5M890=K= I07K@;0=<0AK; AB@0B5M890=K= @50;870A890AK; =O70@OB 2O =OB86O;O@8= 389<OB;O=48@8;<OA8. OIAC; F7@O <0@:5B8=38= ?;0=;0H4K@K;<0AK ?@>A5A8 2O >=C= <O@IO;O;O@8: A8BC0A890;K BOI;8;; !W"  BOI;8;; <O3AO4;O@8= 4O383;OH48@8;<OA8; <0@:5B8=3 AB@0B5-M890;0@K=K= D>@<0;0H4K@K;<0AK; <0@:5B8=3 :><?;5:A8=8= I07K@;0=<0AK; A0BKH IO6<8=8= ?@>3=>7;0H4K@K;<0AK; <O=DOOB8= <FO99O=;OH48@8;<OA8; DO0;899OB8= 389<OB;O=48@8;<OA8 2O =O70@OB. 0@:5B8=3 ?;0=K=K= 1N;<O;O@8. 0@:5B8=3 ?;0=;0@K=K= BO@B818 30940AK. FOAA8AO=8= 8=:8H0D ?;0=;0@K=K= BOI;8;8. =B5=A82 8=:8H0D 8<:0=;0@K: 1070@0 =FDC7 5B<O; 95=8 1070@;0@0 GKE<0; 95=8 <OIAC;C= I07K@;0=<0AK. =B53@0A890 8=:8H0D 8<:0=;0@K: @53@5AA82 8=B53@0A890 8=:8H0D 8<:0=;0@K; <FBO@O338 (?@>3@5AA82) 8=B53@0A890 8=:8H0D 8<:0=;0@K; FD838 8=B53@0A890 8=:8H0D 8<:0=;0@K. 825@A8D8:0A890: F<C<8 <O@:O7;8 4825@A8D8:0A890; FD838 4825@A8D8:0A890; G>EA0IO;8 (:>=3;><5@0B) 4825@A8D8:0A890. FOAA8AO=8= 8=:8H0D 8AB830<OB8=8= A5G8;<OA8. MVZU 8. MARKETINQIN PLANLA^DIRILMASINDA ISTIFAD EDILN THLIL METODLARI Strateji marketinqdY in yeri vY rolu. MYssisYnin fYaliyyYtinin marketinq auditi. MYssisYnin hYdYf bazarlar1n1n tYdqiqi. 0mkanlar1n vY tYhlkYlYrin, mYssisYnin gcl vY zYif tYrYflYrinin qiymYtlYndirilmYsi. MYssisYnin inki_af1na dair hipotezlYrin haz1rlanmas1. SWOT-analiz matrisi. MYssisYnin gcl vY zYif tYrYflYrin mYyyYn edYn amillYr. 0mkanlar vY tYhlkYlYr yaradan Ytraf mhit amillYri. SWOT-analniz a_a1da izah edilYn prosedur. MYssisYnin gcl vY zYif tYrYf-lYrinin mYyyYn edilmYsi. Bazar imkanlar1n1n vY tYhlkYlYrinin mYyyYn edilmYsi. MYssisYnin gcl vY zYif tYrYflYrinin bazar1n yaratd11 imkan vY tYhlkYlYrlY mqayisYsi. Biznes portfelin vY mYhsul portfelinin tYhlili metodlar1. Boston Consulting Group-un art1m vY pay metodu. Bazar1n art1m tempi vY mYssisYnin bazar pay1 meyarlar1n1n kombinasiyas1ndan as1l1 olaraq tYtbiq edilYn marketinq strategiya-lar1.General Electric firmas1 ilY Mckinsey & Co konsaltinq firmas1n1n birlikdY haz1rlad11 bazar1n cYlbediciliyi vY firman1n vYziyyYti metodu. Bazar1n cYlb-ediciliyi vY firman1n vYziyyYti meyarlar1n1n kombinasiyas1ndan as1l1 olaraq tYtbiq edilYn marketinq strategiyalar1. .# 10.  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