- 1. 1.
- 2. . (. 34) , . .-. (. 36) , , . , (. 5) , , , .
- 3. . (- . 30) . : , [30]
- 4. () [, . 11] ,
- 5. : - , .
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- 11. ; ; ; ; ; (, )
- 12.
- 13. - (people) (price) (placem ent) (prom otion) (product)
(place) : , () : , , , ( marketing-mix)
- 14. -
- 15. (4) - , ,
- 16. , , , ; . , ; , ; .
- 17. Marketing Mix () () : : ()
- 18. /, . /. . , . . . - , . , , , (, ) () , , , Relationship
Marketing, CRM- (Customer Relationship Management - )
- 19. , , , , - , - , . .
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- 21. - - - - - - - - - - - - () - - - - - (, , ..)
- 22. :
- 23. , , , , , , .
- 24. . SWOT- . SWOT - , (strength, weaknesses, opportunities and
threats). .
- 25. 1963 (Kenneth R. Andrews) SWOT - Strengths, Weaknesses,
Opportunities, Threats, : Strengths ( ) ; Weaknesses ( ) , ;
Opportunities () , ; Threats () , . , .
- 26. : 1. - 2. - : 1. - 2. - : 1. - 2. - : 1. - 2. - , , .
- 27. . SWOT-, , (. 1998. 7) () , () ()
- 28. 1. ( ) 2. SWOT ( ) 3. ( ) 4. 5.
- 29. SWOT , .
- 30. , - ( ) - 1950- .. : 1. 2. 3. 4. 80- 20
- 31. . , ( ). , , . . , .
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- 35. 1. 2. 3. 4.
- 36. (): - : : :
- 37. - 4, . : product (), place (, ), promotion (), price () . -
traditional marketing management, transaction marketing management
, - (buyer-seller concept) (transactions).
- 38. Product Place Price Promotion Customer solution Convenience
Customer cost Communication 4P 4C
- 39. (Research), (STrategic Planning), (4P), (Implementation)
(Control). []
- 40. : , . , .
- 41. , , . , , .
- 42. , : - (customer relationship management CRM) - (partner
relationship management PRM): - : , , , , / - -
- 43. / / / /
- 44. (Network) , . RM , .
- 45. Kristian Mller, Aino Halinen. Relationship Marketing
Theory: Its Roots and Directions.Journal of Marketing Management
2000, 16, 29-54. RM 2
- 46. Traditional (Transaction) Marketing Management (TM)
Markets-based buyer-seller transactions Markets Market-based RM
Networks Networks-based RM
- 47. Markets (Buyer Seller) Market-based RM Customer
relationships Traditional (Transaction) Marketing Management (TTM)
Buyer Seller relations 4 - 4 Networks Networks-based RM Partners
relationships Markets Networks Base relationships of RM Consumer
relationships: Market perspectives Inter organizational
relationships: Network/Systemic perspective Base relationships of
RM Consumer relationships: Market perspectives Inter organizational
relationships: Network/Systemic perspective