12
CHAPTER
13.
AN
INFORMATION
SUPPLY
IN
MARKETING
SYSTEM…………………………………………………………………………...134
13.1. A role of information in management…………………………………134
13.2. The marketing information types……………………………………...135
13.3. The marketing information sources……………………………………138
CHAPTER 14. THE MARKETING ENVIRONMENT………………………..143
14.1. A nature of marketing environment…………………..……………….143
14.2. The enterprise’s micro – environment…………………..…………….143
14.3. The enterprise’s macro – environment…………………..……………146
CHAPTER 15. MARKET AND CUSTOMERS’ STUDY…………………......150
15.1. Products market and its types…………………..……………………..150
15.2. Market conjuncture and the factors influencing it…………………….151
15.3. A nature of market segmentation…………………..………………….153
15.4. Customers grouping and the factors influencing their behavior………156
CHAPTER 16. PRODUCT POLICY IN MARKETING SYSTEM…………...162
16.1.
Product in marketing system, product policy
and its place in this
system……………………..…………………..……………………………………162
16.2. The life cycle of product and its stages………………………………..165
16.3. Strategy of new product manufacturing…………………..…………...168
CHAPTER 17. PRICE POLICY IN MARKETING SYSTEM………………..173
17.1. Price and price forming in marketing system………………………….173
17.2. Choosing of price forming methods…………………..……………….177
17.3. Price strategies…………………..…………………..…………………180
CHAPTER 18. COMMUNICATION POLICY IN MARKETING……….......183
18.1. A nature of public relations…………………..………………………..183
18.2 Advertisement and advertisement tools…………………..……………183
18.3. Selling stimulation in marketing…………………..…………………..187
GLOSSARY……………………………………………………………………….190
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