Kirish.........................................................................................................
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6
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I-bob.Marketing va uning rivojlanishini asosiy bosqichlari....................
1.1. Marketing tushunchasi va uning moxiyati.........................................
1.2.Marketingning asosiy rivojlanish bosqichlari.....................................
1.3. Marketing nazariyasi kontseptsiyasi va uning evolyutsiyasi.............
1.4.Marketing elementlari tarkibi va marketing – miks tushunchasi........
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8
8
13
17
24
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Qisqa hulosalar .........................................................................................
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26
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Nazorat va muhokama uchun savollar.......................................................
|
27
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Asosiy adabiyotlar.....................................................................................
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27
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II-bob.Marketing tamoyillari, vazifalari, funktsiyalari va turlari..............
2.1.Marketingning asosiy tamoyillari........................................................
2.2.Marketing funktsiyalari va uning faoliyati mazmuni..........................
2.3.Marketingning vazifalari.....................................................................
2.4.Talabning holati va uning rivojlanishiga ko’ra marketing turlari........
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28
28
29
31
35
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Qisqa hulosalar..........................................................................................
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39
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Nazorat va muhokama uchun savollar......................................................
|
39
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Asosiy adabiyotlar.....................................................................................
|
40
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III-bob.Marketing faoliyatini axborot bilan ta’minlash.............................
3.1Axborot-marketingning poydevoridir.Axborot tizimi..........................
3.2.Axborot turlari va ularni turkumlash...................................................
3.3.Axborotni to’plash uslublari................................................................
3.4.To’plangan axborotlarni tahlil qilish va qayta ishlash........................
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41
41
45
50
55
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Qisqa hulosalar .........................................................................................
|
56
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Nazorat va muhokama uchun savollar......................................................
|
57
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Asosiy adabiyotlar.....................................................................................
|
57
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IV-bob.Marketingni tarkibiy tuzilishi va uni boshqarishni tashkil etish..
4.1.Marketing haqida tushuncha va tarmoq marketinglari………………
4.2.Makromarketing va mikromarketing………………………………...
4.3.Marketingni boshqarish jarayoni…………………………………….
4.4.Marketingni tashqi va ichki sohasi,ularni o’zaro bog’liqligi. Korhonada marketingni tashkil etish…………………………………….
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58
58
60
63
64
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Qisqa hulosalar .........................................................................................
|
67
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Nazorat va muhokama uchun savollar.......................................................
|
67
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Asosiy adabiyotlar.....................................................................................
|
68
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V-bob.Marketing dasturi…………………………………………………
5.1.Marketing dasturi haqida tushuncha…………………………………
5.2.Maqsadli dastur yondoshishi-marketing dasturining uslubiy asosidir.
5.3.Marketing dasturining ishlab chiqish ketma-ketligi va asosiy bo’limlari………………………………………………………………...
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69
69
72
77
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Qisqa hulosalar .........................................................................................
|
83
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Nazorat va muhokama uchun savollar.......................................................
|
83
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Asosiy adabiyotlar.....................................................................................
|
84
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VI-bob.Strategik va taktik rejalashtirish, marketing nazorati…………..
6.1.Marketingda strategik rejalashtirishning maqsadi va vazifalari…..
6.2.Taktik rejalashtirishning roli va urni………………………………...
6.3.Marketing nazorati va uning turlari………………………………….
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85
85
89
90
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Qisqa hulosalar .........................................................................................
|
94
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Nazorat va muhokama uchun savollar.......................................................
|
64
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Asosiy adabiyotlar.....................................................................................
|
65
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VII-bob.Bozor konyunkturasini tadqiq etish va bashorat qilish………..
7.1.Bozor kon’yunkturasi haqida tushuncha…………………………….
7.2.Bozor kon’yunkturasi holati va kelgusida rivojlanish ko’rsatkichlari
hamda baholash uslublari………………………………………………...
7.3.Kon’yunkturani bashorat qilish……………………………………...
7.4.Bozor kon’yunkturasini bashorat qilish uslublari……………………
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96
96
98
101
102
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Qisqa hulosalar .........................................................................................
|
105
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Nazorat va muhokama uchun savollar.......................................................
|
105
|
Asosiy adabiyotlar.....................................................................................
|
106
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VIII-bobBozor segmentatsiyasi va xaridorlar turlari…………………….
8.1.Bozor segmentatsiyasining mohiyati va uning ahamiyati…………...
8.2.Bozor segmentatsiyasining xususiyatlari…………………………….
8.3.Bozor segmentatsiyasi turlari………………………………………..
8.4..Bozor segmentatsiyasining asosiy tamoyillari………………………
8.5.Maqsadli bozor segmentlarini tanlash va tovarni bozorda joylashish pozitsiyasi……………………………………………………………….
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107
107
108
113
115
116
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Qisqa hulosalar .........................................................................................
|
121
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Nazorat va muhokama uchun savollar.......................................................
|
122
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Asosiy adabiyotlar.....................................................................................
|
122
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IX-bob.Tovar va tovar siyosati…………………………………………..
9.1.Tovar-ehtiyojni qondirish vositasidir………………………………...
9.2.Raqobat va tovarning raqobatbardoshligi bo’yicha tushuncha……...
9.3.Tovarning yashash davri va uning bosqichlari……………………...
9.4.Yangi tovar ishlab chiqarish jarayoni…..…………………………...
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123
123
125
130
133
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Qisqa hulosalar .........................................................................................
|
137
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Nazorat va muhokama uchun savollar.......................................................
|
138
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Asosiy adabiyotlar.....................................................................................
|
138
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X-bob.Narx va narx siyosati..……………………………………………
10.1.Narx tushunchasi va uning mohiyati……………………………….
10.2.Narx siesatini shakllantirish va narx darajasini hisoblash uslublari..
10.3.Tovarlarning yashash davri mobaynida narxlarning o’zgaruvchanligi…………………………………………………………
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139
139
141
145
|
Qisqa hulosalar .........................................................................................
|
147
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Nazorat va muhokama uchun savollar.......................................................
|
147
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Asosiy adabiyotlar.....................................................................................
|
148
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XI-bob.Sotish siyosati…….……………………………………………..
11.1.Tovarlarni tarqatish tarmoqlari xususiyatlari va ularning tuzilishi...
11.2.Chaqana savdo,ulgurji savdo,vositachini tanlash va
sotish tarmogini shakllantiruvchi omillar……………………………….
11.3.Savdo qilishning yangi turlari va usullari…………………………..
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149
149
155
162
|
Qisqa hulosalar .........................................................................................
|
156
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Nazorat va muhokama uchun savollar.......................................................
|
156
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Asosiy adabiyotlar.....................................................................................
|
166
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XII-bob.Kommunikatsiya siyosati……………………………………….
12.1.Talabni shakllantirish va sotishni ragbatlantirishning mohiyati…....
12.2.Xaridorlarga va sotuvchilarga ta’sir etish uslublari………………..
12.3.Kommunikatsiya siyosatining mohiyati,mazmuni va maqsadlari….
12.4.Marketing kommuniqatsiyasi kompleksi va unda reklamaning o’rni………………………………………………………………………
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167
167174
177
181
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Qisqa hulosalar .........................................................................................
|
185
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Nazorat va muhokama uchun savollar.......................................................
|
186
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Asosiy adabiyotlar.....................................................................................
|
186
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“Marketing” fanidan yangi pedagogik texnologiyani qo’llash bo’yicha uslubiy ko’rsatma……………………………………………
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187
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