Ergashxodjaeva Sh. Dj., Qosimova M. S., Yusupov M. A. Marketing asoslari

CHAPTER 7.	MARKET SEGMENTATION AND POSITIONING OF GOODS IN THE MARKET.................................................
136
7.1.	The essence of market segmentation and its meaning.............	136
7.2.	Features of market segmentation.............................................	137
7.3.	Types of market segmentation.................................................	142
7.4.	Basic principles of market segmentation.................................	143
7.5.	Selection of target market segments........................................	145
7.6.	Positioning of goods in the market..........................................	149
	Questions for control and discussion.......................................	152
CHAPTER 8.	COMPETITIVE STRATEGIES..........................................	154
8.1.	The concept and essence of competition..................................	154
8.2.	Types and forms of competition..............................................	157
8.3.	Evolution of competition and factors affecting it....................	162
8.4.	The concept of competitive advantage.....................................	165
8.5.	Content and forms of competitiveness.....................................	168
8.6.	The concept of competition......................................................	173
8.7.	Competitive strategies and their content..................................	179
	Questions for control and discussion.......................................	184
CHAPTER 9.	PRODUCT POLICY.............................................................	186
9.1.	A product - means of satisfying the needs ..............................	186
9.2.	The concept of competition and competitiveness of goods.....	192
9.3.	Product life cycle and its stages ..............................................	196
9.4.	designing new product ............................................................	198
9.5.	Managing Trademarks.............................................................	203

	Questions for control and discussion.......................................	210
CHAPTER 10.	PRICE POLICY.....................................................................	211
10.1.	The concept of price, its essence and types of prices...............	211
10.2.	Formation of pricing policy and methods for calculating price level.................................................................................	214
10.3.	Variability of prices during the "life cycle" of goods..............	218
	Questions for control and discussion.......................................	221
CHAPTER 11.	SALES POLICY....................................................................	223
11.1. 11.2.	Features of networks for distribution product and their structure.................................................................................... Retail, wholesale, selection intermediate and factors that form sales network...................................................................	223 229
11.3.	New types and methods of trade..............................................	237
	Questions for control and discussion.......................................	244
CHAPTER 12.	COMMUNICATION POLICY............................................	246
12.1. 12.2.	The essence, content and objectives of communication policy........................................................................................ The importance of communication in forming demand and stimulating sales.......................................................................	246 252
12.3.	Methods of influencing buyers and sellers..............................	259
12.4.	The complex of marketing communications and the place of advertising in it.........................................................................	261
	Questions for control and discussion.......................................	266
CHAPTER 13.	INTERACTIVE MARKETING...........................................	267
13.1.	Direct Marketing......................................................................	267
13.2.	Forms of direct marketing........................................................	271
13.3.	The essence of Internet marketing and its specific features.....	275
13.4.	Product policy on the Internet..................................................	279
13.5.	Integrated Direct Marketing.....................................................	283
13.6.	State policy in direct marketing...............................................	284
	Questions for control and discussion.......................................	288

TEST QUESTIONS ON THE DISCIPLINE "MARKETING".................................................................... 290