d e ta lla rn i a lm a s h tiris h g a d o ir b u y u r t m a l a r n i b a ja ris h s a m a r a d o rlig i
h is o b la n a d i; b u n d a , ta b iiy k i, t a q s i m o t tiz im in in g h a r b ir p o g ‘o n a s i-
d a d e ta lla m in g k a tta z a x ira si t a la b e tila d i. F a v q u lo d d a x a r a k te r-
li b u y u rtm a la rn i b a ja r is h q o b í l iy a ti o g ‘ir a s b o b - u s k u n a la r is h la b
c h iq a r ila d ig a n s a n o a t t a r m o q l a r id a y o k i k u c h li ra q o b a t s h a r o itla r id a
fa o llik n in g o ‘sis h i k u z a til a d ig a n b o z o r la r d a b irin c h i o ‘r i n g a c h iq ib
o la d i.
A s b o b -u s k u n a la m i t a ’m i r l a s h te z lig i v a x iz m a t k o ‘r s a tis h x o d im -
la rin in g te x n ik b ilim d o n lig i u c h i n c h i v a t o ‘rtin c h i o ‘rin la r d a tu ra d i.
S o tu v d a n k e y in g i x iz m a t k o 'r s a t i s h s o h a s id a g i
u n i r e ja la s h tir is h ,
a m a lg a o s h iris h v a t i jo r a tl a s h tir is h d a n ib o r a t b o i g a n s iy o s a t k o ‘p in -
c h a m a h s u lo t is h la b c h iq a r is h n i n g o ‘zi k a b i e ’tib o rg a lo y iq d ir. B u -
n in g u stig a, x iz m a tla m i r e ja l a s h t i r is h k o ‘p ic h n a b u x iz m a tla r u la r
b ila n b o g i i q b o i g a n re a l m a h s u l o t la r is h la b c h iq is h v a ta y y o r la s h
ja r a y o n id a c h u q u r o ‘z g a r i s h la r g a o lib k e la d i. X iz m a tla r ta k lifin in g
k a tta a h a m iy a tg a e g a e k a n l i g i n i t o i i q tu s h u n is h k o r x o n a fa o liy a ti
s o h a s id a y a n g i ix tis o s lik la r v u j u d g a k e lis h ig a s a b a b c h i b o i a d i .
S o tu v d a n k e y in g i x iz m a t k o ‘r s a tis h n in g a n ’a n a v iy s h a k lla rin i
a lm a s h tiris h n in g k o ‘p la b v a x i l m a - x i l im k o n iy a tla ri m a v ju d . K o r-
x o n a n in g s tra te g ik y o ‘n a l g a n l i g i g a q a r a b , u s h b u f e n o m e n s a n o a t
k o rx o n a s i u n g a q a r s h i k u r a s h is h i lo z im b o i g a n jid d iy b ir x a v f y o k i
u n d a n f o y d a la n is h lo z im b o i g a n q u la y im k o n iy a t s if a tid a k o ‘rib
c h iq ilis h i m u m k in .
2 .3. Z a m o n a v iy r a q o b a t s h a r o i ti d a in n o v a ts io n
m a r k e ti n g t e x n o l o g iy a l a r i n in g
s h a k lla n is h i
M a r k e tin g d e b n o m l a n a d i g a n j a r a y o n to v a r ish la b c h iq a r is h n in g
a s o s i s if a tid a ijtim o iy m e h n a t t a q s i m o ti b o s h la n g a n p a y tla r d a n b u -
y o n e h tiy o jla m i q o n d iris h u s u l i v a a y ir b o s h la s h b ila n b o g i i q m u n o -
s a b a tla rg a x o s b o i g a n h o d is a s i f a t i d a m a v ju d b o i i b k e lg a n . R a q o b a t
31
k u r a s h in in g a so s iy v o sita si s ifa tid a m a rk e tin g n in g y a n g ic h a n a z a riy
k o n s e p s iy a la r i x o ‘ja lik fa o liy a ti e v o lu ts iy a si b ila n b ir p a y td a riv o j-
la n g a n . M a rk e tin g in n o v a ts iy a la ri v a x o ^jalik fa o liy a ti e v o lu ts iy a s i
o ‘rta s id a s a b a b v a o q ib a tla m in g v a q ti-v a q ti b ila n o ‘rin a lm a s h a d i-
g a n t o !g ‘ri v a te s k a ri a lo q a la rn in g m u ra k k a b tiz im i m a v ju d .
M a rk e tin g d a g i in n o v a ts iy a la r b o sq ic h i b ir-b irid a n q a t’iy c h e g a -
r a l a r b ila n a jra tilm a y d i v a y e ta rli d a ra ja d a s h a rtli x a ra k te rg a eg a
h is o b la n a d i.
S h u b ila n b irg a , u la rn in g h a r b iri a lo h id a firm a la m in g
e m p i r i k ta jrib a s i t a ’rifla rid a n b o s h la b q a t’iy ilm iy -n a z a riy is h la n -
m a l a r g a c h a b o i g a n o ‘z m a n tig ‘i v a riv o jla n is h q o n u n iy a tla rig a eg a .
M a r k e tin g n in g in n o v a ts io a te x n o lo g iy a la ri p a y d o b o i i s h i v a iq ti-
s o d iy o tn in g riv o jla n is h i o 'r ta s id a g i s a b a b -o q ib a t a lo q a la rin i k o ‘rib
c h iq a m iz . M a r k e tin g d a g i in n o v a ts iy a la rn in g a s o s iy b o s q ic h la ri
2 .2 - r a s m d a a k s e ttirilg a n .
Innovatsion
m arketing
Global m arketing
K om m u n ika tsio n m arketing z
^ Eksport m a rke tin g i
X o lis tik m arketing
2011
Benchm arketing
X alqaro m arketing
2010
Ijtim o iy -a x lo q iy m arketing
Autsorsing
2005
L o g istik a m a rke tin g i
Lateral m arketing
2000
0 ‘ zaro m unosabatlar m arketingi
H issiyo tla r m a rke tin g i
1990
T a rix iy innovatsiyalar nazariya-
E m p irik m arketing
1980
si
Internet m arketing
1970
POS m arketing
M erchendayzing
1960
M arketing tad q iq o tla ri
B rend-m arketing
1950
Iste’m o l
xususiyatlarini
o p ti-
Joylashtirish
1940
m allashtirish
(ya n g ilik,
sifat,
Segmentlash
1930
is h o n c h lilik, n u fu z lilik , dizayn,
«4R» -
m arketing-m iks
1920
foydalanish q u la y lig i, sotuvdan
M a rke tin g nin g narx b ilan
1910
ke yin g i xiz m a t k o ‘ rsatish shart-
bog‘ liq ta rk ib iy qism i
1900
lari va b.)
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