O'zbekiston respublikasi

8.3.	Конкурентное преимущество и конкурентоспособность..........................
162
8.4.	Стратегия конкурентного преимущества.......................................................	166
9 - модуль.	ТОВАРНАЯ ПОЛИТИКА.................................................................................	174
9.1.	Суть понятий товаров и услуг............................................................................	174
9.2.	Потребительские характеристики товаров и услуг, требования по их
	адаптации к потребностям населения..............................................................	180
9.3.	Брендинг и сервис....................................................................................................	183
9.4.	Методы оценки конкурентоспособности товаров и услуг.......................	195
9.5.	Жизненный цикл товаров и услуг и их основные этапы...........................	201
10-модуль.	ЦЕНОВАЯ ПОЛИТИКА...................................................................................	210
10.1.	Понятие и сущность цены....................................................................................	210
10.2.	Виды цен в маркетинге и особенности их использования.......................	214
10.3.	Сущность, цели и задачи ценовой политики в маркетинге.....................	219
10.4.	Разработка и внедрение ценовой политики...................................................	223
11-модуль.	ПОЛИТИКА П РОДАЖ .......................................................................................	230
11.1.	Теория торговли и ее развитие.........................................................................	230
11.2.	Факторы, формирующие розничную и оптовую торговлю, посредни­
	ческий отбор и сеть продаж.................................................................................	233
11.3.	Планирование деятельности по ускорению продажи товаров мерчен­
	дайзинга...............................................	241
11.4.	Сбытовая политика и тенденции ее развития...............................................	245
12-модуль.	КОМ М УНИКАЦИОННАЯ П ОЛИ ТИ КА.................................................	251
12.1.	Роль коммуникации в создании спроса и стимулировании продаж	251
12.2.	Социально-экономическое значение и сущность продажи и рекламы.	259
12.3.	Методы влияния на клиентов.............................................................................	264
12.4.	Комплекс маркетинговых коммуникаций......................................................	266
13-модуль.	ИНТЕРАКТИВНЫ Й М АРКЕТИНГ............................................................	270
13.1.	Суть понятия интерактивного маркетинга.....................................................	270
13.2.	Интерактивный маркетинг: преимущества и недостатки.........................	273
13.3.	Как организовать интерактивный маркетинг................................................	275
13.4.	Е-Маркетинг..............................................................................................................	277
	Т есты ...........................................................................................................................	288
	Использованная литература................................................................................	316

321

CONTENTS

Introduction 3

1. 
   module. SOCIO-ECONOM IC FOUNDATIONS OF M ARK ETING 5
   
   1. 
      Concept and evolution o f marketing 5
      
   2. 
      Marketing goal 11
      
   3. 
      Consumer priority 15
      
   4. 
      Marketing process 16
      
   5. 
      Main marketing categories 19
      
   6. 
      Marketing concept theory 23
      
   7. 
      Customer retention and loyalty 27
      
2. 
   module. FUNCTIONS, TASKS AND PRINCIPLES OF M ARKETING 30
   
   1. 
      Content o f marketing functions and activities 30
      
   2. 
      Marketing tasks 32
      
   3. 
      Basic principles o f marketing 35
      
   4. 
      Tactical planning and control in marketing 36
      
   5. 
      Types o f marketing depending on the state and development o f demand. 38
      

3-m odule. M ARKETING RESEARCH AN D INFORM ATION SYSTEM 43

1. 
   Marketing research 43
   
2. 
   Basis o f information marketing 45
   
3. 
   Marketing information system and its features 47
   
4. 
   Marketing research process 50
   
5. 
   Formation o f goals and objectives o f marketing research 53
   

4. 
   module. M ARKETING SYSTEM AND IN DUSTRY 57
   
   1. 
      Marketing system concept 57
      
   2. 
      The main features o f types o f marketing 62
      
   3. 
      Network marketing 69
      
   4. 
      Neuromarketing, benchmarking, innovative marketing 73
      
5. 
   module. STRATEGIC M ARK ETIN G 80
   
   1. 
      Strategic planning in marketing 80
      
   2. 
      Marketing strategy system 84
      
   3. 
      Development o f growth strategies 88
      
6. 
   module. RESEARCH AND FORECASTING DEM AND 99
   
   1. 
      The concept o f demand, its types, factors affecting demand 99
      
   2. 
      Market size 108
      
   3. 
      Market conditions concept 114
      
   4. 
      Market forecasting methods 117
      

322

7. 
   module. M ARK ET SEGM ENTATION AND PRO DUC T POSITIONING
   

Ш THE M ARKET 121

1. 
   Essence and significance o f market segmentation 121
   
2. 
   Features o f market segmentation 124
   
3. 
   Market segmentation types 127
   
4. 
   Basic principles o f market segmentation 133
   
5. 
   Identify a potential market segment 141
   
7. 
   module. COM PETITIVE STRATEGIES 147
   
   1. 
      The concept and essence o f competition 147
      
   2. 
      Types and forms o f competition 153
      
   3. 
      Competitive advantage and competitiveness 162
      
   4. 
      Competitive advantage strategy 166
      
8. 
   module. COM M ODITY POLICY 174
   
   1. 
      The essence o f the concepts o f goods and services 174
      
   2. 
      Consumer characteristics o f goods and services, requirements for their adaptation to the needs o f the population 180
      
   3. 
      Branding and service 183
      
   4. 
      Goods and services competitiveness assessment methods 195
      
   5. 
      Life cycle o f goods and services and their main stages 201
      
9. 
   module. PRICE POLICY 210
   
   1. 
      The concept and essence o f the price 210
      
   2. 
      Types o f prices in marketing and features o f their use 214
      
   3. 
      The essence, goals and objectives o f pricing policy in marketing 219
      
   4. 
      Development and implementation o f pricing policy 223
      
10. 
    module. SALES POLICY 230
    
    1. 
       Trade theory and its development 230
       
    2. 
       Factors shaping retail and wholesale trade, intermediary selection and sales network 233
       
    3. 
       Planning activities to accelerate the sale o f merchandising goods 241
       
    4. 
       Sales policy and trends in its development 245
       
11. 
    module. COM M UNICATION POLICY 251
    
    1. 
       The role o f communication in creating demand and stimulating sales 251
       
    2. 
       Socio-economic significance and essence o f sales and advertising 259
       
    3. 
       Methods o f influencing customers 264
       
    4. 
       Marketing communications complex 266
       
12. 
    module. INTERACTIVE M ARK ETING 270
    
    1. 
       The essence o f interactive marketing 270
       
    2. 
       Interactive marketing: advantages and disadvantages 273
       
    3. 
       How to organize interactive marketing 275
       
    4. 
       E-Marketing 277
       

TESTS 288
REFERENCES 316
323
ABDULLAYEVILYOS SULTANOVICH
MARKETING
Darslik

T o sh k en t —«Инновацион ривожланиш нашриёт-матбаа уйи», 2020.

Muharrir: Тех. muharrir: Musawir: Musahhih: Kompyuterda sahifalovchi:
F. Ismoilova A.Moydinov A.Shushunov Sh.Mirqosimova

M .Zoyirova

e-mail: nash2019fgiinbox.ru. tel.: [phone] Nashriyot litsenzivasi AI № 009 20.07.2018 Bosishga ruxsat etildi: 02.12.2020 y.

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