O‘zbekiston respublikasi oliy va o‘rta maxsus ta’lim vazirligi sh. Dj. Ergashxodjaeva strategik marketing toshkent – 2019

Strategic marketing. Ergashxodjaeva Sh.Dj. - T .: “IQTISODIYOT”, 2019. - 236 
pages.
In this Manual is detailed the role of marketing in an enterprise, marketing, and meeting
needs. Issues of learning needs through market segmentation, market attractiveness, analysis of
company competitiveness, development strategy through the release of new products, making
strategic decisions on the distribution channel, price and communication, problems of drawing up a
strategic marketing plan are widely highlighted. And also, for each topic of the manual is given
control questions, tests and glossary.
The manual is designed to bachelor and graduate students on the specialization “Marketing
(by branches and spheres)”, listeners of retraining and advanced training courses, as well as a wide
range of readers interested in marketing.
Reviewers: Doctor of economic sciences, Prof. Ikramov M.A.
Doctor of economic sciences, Proff. Mahkamova M.A.

©T.: -Iqtisodiyot nashriyoti, 2019.

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3

MUNDARIJA 

KIRISH.......................................................................................... 
12 

1-BOB. KORXONADA MARKETINGNING ROLI …………………… 
14 
1.1. Marketingning g‘oyaviy asoslari …………………………………...
14
1.2. Kompaniyada marketingning roli ......................................................
18
1.3. Bozor iqtisodiyotida marketingning roli ……………………………
21
1.4. Marketingni ustuvor rolining o‘zgarishi…………………………….
26
Nazorat va mulohaza uchun savollar………………………………..
32

2-BOB. MARKETING VA EHTIYOJLARNING QONDIRILISHI…… 
33 
2.1. Inson ehtiyojlari …………………………………………………….
33
2.2. Yakka iste’molchining motivasiyasi ………………………………..
37
2.3. Inson ehtiyojlari tipologiyasi ……………………………………….
41
2.4. Sanoat tovarlari xaridorining motivasiyasi …………………………
48
Nazorat va mulohaza uchun savollar………………………………..
54