O‘zbekiston respublikasi oliy va o‘rta maxsus ta’lim vazirligi marketing

IX bob. ТОVAR VA TOVAR SIYOSATI.........................................
211
9.1.	Tovar yoki xizmat – ehtiyojni qondirish qurolidir ..................	211
9.2.	Tovarlarni “hayotiylik davri” va ularning asosiy bo‘ginlari ...	224
9.3.	Yangi tovar tushunchasi ..…………………………………..	230
X bob.	NARX VA NARX SIYOSATI...............................................	236
10.1.	Narx tushunchasi va uning mohiyati ......................................	236
10.2.	Narxni shakllantirish ..............................................................	249
10.3.	Narxning rag‘batlantiruvchanlik xususiyatlaridan foyda-
	lanish ………………………………………………………...	263
10.4.	Narx strategiyalari ..................................................................	276
XI bob.	SOTISH SIYOSATI..............................................................	285
11.1.	Tovarlarni tarqatish tarmoqlari xususiyatlari va ularning
	tuzilishi………………………………………………………	285
11.2.	Ulgurji va chakana savdo ........................................................	295
11.3	Tovar harakati funksiyasi ........................................................	300

XII bob. KOMMUNIKATSIYA SIYOSATI……………………….. 330

12.1.	Sotuvni rag‘batlantirishning mohiyati, maqsadi va uslublari	330
12.2.	Servis xizmatni tashkil etish ...................................................	341
	419

12.3. Kommunikatsiya siyosatining mohiyati, mazmuni va

maqsadlari 347

12.4. Marketing kommunikatsiyasi kompleksi (reklama, sotishni

rag‘batlantirish, tashviqot, jamoa bilan ishlash, shaxsiy

sotuv, bevosita sotuv) 348

Masalalar, topshiriqlar va muammoli vaziyatlar……….. 364


Qiziqarli marketing……………………………………….. 374


Testlar………………………………………………………. 389


Glossariy 395


Foydalanilgan adabiyotlar 412

420

BAZAROVA FAYYOZA TO‘XTAMURADOVNA
MARKETING


O‘quv qo‘llanma


Muharrir N.Artiqova


Badiiy muharrir M. Odilov


Kompyuterda sahifalovchi M. Saydalixo‘jayeva
Nashr. lits. AI № 174. Bosishga ruxsat 25.12.2015-y.da berildi.
Bichimi 60x84¹/₁₆. Ofset qog‘ozi №2.

«Times» garniturasi. Shartli b.t. 24,3. Nashr hisob t. 25,4.

Adadi 150 dona. 87-buyurtma.

421

“IQTISOD-MOLIYA” Nashriyoti

100084, Toshkent, Kichik halqa yo‘li, 7.

422
_______________________________________________________________________________________________________________________'>__________________________________________________________________________________________________________________________'>QAYDLAR UCHUN


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“HUMOYUNBEK-ISTIQLOL MO‘JIZASI” bosmaxonasida chop etildi. 100000, Toshkent, Amir Temur 60^«A»-uy.


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