KIRISH..........................................................................................................
|
3
|
1-modul.
|
M ARKETINGNING IJTIM OIY-IQTISODIY ASOSLARI....................
|
5
|
1.1.
|
Marketing tushunchasi va uning vujudga kelishi...............................................
|
5
|
1.2.
|
Marketingning maqsadi............................................................................................
|
11
|
1.3.
|
Iste’molchining ustuvorligi.......................................................................................
|
15
|
1.4.
|
Marketing jarayoni.....................................................................................................
|
16
|
1.5.
|
Marketingning asosiy kategoriyalari.....................................................................
|
19
|
1.6.
|
Marketing nazariyasi konsepsiyasi.........................................................................
|
23
|
1.7.
|
Mijozlami ushlab turish va loyallik.......................................................................
|
27
|
2-modul.
|
M ARKETINGNING FUNKSIYALARI, VAZIFALARI VA TAM O YILLARI.....................................................................................................................
|
30
|
2.1.
|
Marketing funksiyalari va faoliyati mazmuni......................................................
|
30
|
2.2.
|
Marketing vazifalari...................................................................................................
|
32
|
2.3.
|
Marketingning asosiy tamoyillari...........................................................................
|
35
|
2.4.
|
Marketingda taktik rejalashtirish va nazorat........................................................
|
36
|
2.5.
|
Talabning holati va rivojlanishiga ko'ra marketing turlari...............................
|
38
|
3-m odul.
|
M ARKETING TADQIQOTLARI VA AXBOROTLAR TIZIM I
|
43
|
3.1.
|
Marketing tadqiqotlari..............................................................................................
|
43
|
3.2.
|
Axborot marketingning poydevori.........................................................................
|
45
|
3.3.
|
Marketing axborot tizimi va uning xususiyatlari................................................
|
47
|
3.4.
|
Marketing tadqiqotlari jarayoni..............................................................................
|
50
|
3.5.
|
Marketing tadqiqotlarini maqsad va vazifalarini shakllantirish.....................
|
53
|
4-modul.
|
MARKETING TIZIMI VA SO H ASI...............................................................
|
57
|
4.1.
|
Marketing tizimi haqida tushuncha.......................................................................
|
57
|
4.2.
|
Marketing turlarining asosiy belgilari...................................................................
|
62
|
4.3.
|
Tarmoqlar marketingi................................................................................................
|
69
|
4.4.
|
Neyromarketing. benchmarketing, innovatsion marketing.............................
|
73
|
5-modul.
|
STRATEGIK M ARKETING..............................................................................
|
80
|
5.1.
|
Marketingda strategik rejalashtirish......................................................................
|
80
|
5.2.
|
Marketing strategiyasi tizimi...................................................................................
|
84
|
5.3.
|
O'sish strategiyalarini ishlab chiqish....................................................................
|
88
|
6-modul.
|
TALABNI QONDIRISHNI TADQIQ ETISH VA PROGNOZ QILISH
|
99
|
6.1.
|
Talab tushunchasi, uning turlari, talabga ta’sir etuvchi omillar.....................
|
99
|
6.2.
|
Bozor sig‘imi...............................................................................................................
|
108
|
6.3.
|
Bozor konyunkturasi haqida tushuncha................................................................
|
114
|
6.4.
|
Bozor konyunkturasini prognoz qilish usullari....................................................
|
117
|
7-modul.
|
BOZOR SEGM ENTATSIYASI V A TOVARNI BOZORDA POZIT SIYALASHTIRISH.................................................................................................
|
121
|
7.1.
|
Bozor segmentatsiyasining mohiyati va ahamiyati........................................
|
121
|
7.2.
|
Bozor segmentatsiyasi xususiyatlari......................................................................
|
124
|
7.3.
|
Bozor segmentatsiyasining turlari..........................................................................
|
127
|
7.4.
|
Bozor segmentatsiyasining asosiy tamoyillari.....................................................
|
133
|
7.5.
|
Maqsadli bozor segmentlarini tanlash va tovami bozorda joylashish
|
|
|
pozitsiyas......................................................................................................................
|
136
|
7.6.
|
Bozoming potensial segmentini aniqlash.............................................................
|
141
|
8-modul.
|
RAQOBATLI STRATEGILAR..........................................................................
|
147
|
8.1.
|
Raqobat tushunchasi va mohiyati...........................................................................
|
147
|
8.2.
|
Raqobat turlari va shakllari.......................................................................................
|
153
|
8.3.
|
Raqobatli ustunlik va raqobatbardoshlik..............................................................
|
162
|
8.4.
|
Raqobat ustunliklari strategiyasi.............................................................................
|
166
|
9-modul.
|
TOVAR SIYO SATI.................................................................................................
|
174
|
9.1.
|
Tovar va xizmat tushunchalari mohiyati..............................................................
|
174
|
9.2.
|
Tovar va xizmatning iste’mol xususiyatlari, uning aholi ehtiyojlariga
|
|
|
moslashtirish bo'yicha talablar................................................................................
|
180
|
9.3.
|
Brending va servis......................................................................................................
|
183
|
9.4.
|
Tovar va xizmatni raqobatbardoshligini baholash usullari...............................
|
195
|
9.5.
|
Tovar va xizmatlarning hayotiylik davri va ularning asosiy bosqichlari....
|
201
|
10-modul.
|
NARX SIYO SATI.....................................................................................................
|
210
|
10.1.
|
Narx tushunchasi va mohiyati.................................................................................
|
210
|
10.2.
|
Marketingda narx turlari va ulami qo'llashning o ‘ziga xos xususiyatlari....
|
214
|
10.3.
|
Marketingda narx siyosatining mohiyati, maqsadi va vazifalari....................
|
219
|
10.4.
|
Narx siyosati va narx siyosatini ishlab chiqish va uni amalga oshirish
|
223
|
11-modul.
|
SOTISH SIY O SA TI................................................................................................
|
230
|
11.1.
|
Savdo nazariyasi va uning rivojlanishi..................................................................
|
|
