Marketing nima? Asosiy tushunchalar

Sanoat bozorining segmentatsiyasi

• Firmografiya
• Sanoat tasnifi

Bozor segmenti hajmini o’lchash

• Bass diffuziya modeli
• Xizmatga yaroqli bozor
• Jami manzilli bozor

Maqsad

• Maqsad (Bo’lim)
• Nishon yo’naltirish
• Xulq-atvorga yo’naltirilganlik
• Demografik profil
• Demografik yo’naltirish
• Geo-maqsadli
• Mart bozor
• Maqsadli reklama
• Maqsadli auditoriya
• Persona (foydalanuvchi tajribasi)
• Xizmatga yaroqli bozor
• Jami manzilli bozor

Xususiy segmentatsiya bo’yicha ma’lumotlar bazalari va dasturiy ta’minot

Qo’llab-quvvatlash uchun bozor segmentatsiyasini tahlil qiluvchi sotuvchilar katta hajmdagi ma’lumotlar bazalariga kirishni talab qilishi mumkin. Bir qator tijorat kompaniyalari bunday ma’lumotlarni taqdim etadilar, ular odatda ma’lumotlarni so’roq qilish uchun mo’ljallangan va har xil segmentatsiya usullarini qo’llab-quvvatlovchi algoritmlar bilan ta’minlangan xususiy dasturiy ta’minotni o’z ichiga oladi. Ushbu tijorat ma’lumotlar bazalari ko’pincha mamlakat yoki mintaqa bo’lib, mashhur geogemografik segmentatsiya ma’lumotlar bazalariga quyidagilar kiradi:

• Acorn (Buyuk Britaniya)
• Claritas Prizm (BIZ)
• Tajribali (Evropa, AQSh)
• Mozaik (Osiyo-Tinch okeani)

Ommabop psixometrik vositalarga quyidagilar kiradi:

• Roy Morgan tadqiqotlari (Osiyo Tinch okeani)
• VALS (BIZ)
• Qadriyatlar rejimi

Segmentatsiya tahlilida foydalaniladigan statistik metodlar

• Neyron tarmoqlari
• KAID (Chi-kvadrat avtomatik o’zaro ta’sir detektori)
• Kanonik tahlil
• Tanlovni modellashtirish
• Klaster tahlili
• Qo’shma tahlil
• Xoch yorlig’i
• Diskriminant tahlil
• Faktor tahlili
• Maqsadli tarjima
• K-degani
• Yashirin sinf tahlili
• Logit tahlili
• Ko’p o’lchovli masshtablash
• Imtiyozli darajadagi tarjima
• Regressiyani afzal qiling
• Tasodifiy o’rmonlar
• Strukturaviy tenglamani modellashtirish

Marketingni boshqarish: Marketing dasturi (. Nomi bilan ham tanilgan marketing aralashmasi yoki 4 Ps)

Marketing aralashmasi yoki 4 ps deb nomlanuvchi marketing dasturi mahsulot, narx, joy va reklama vositalaridan iborat.

Marketing nima? Asosiy tushunchalar.

Marketingni asosi nimada? Marketingni jumbog’i shundaki, u insoniyatning eng qadimiy faoliyatlaridan biri bo’lishiga qaramasdan, eng yosh biznes-fan hisoblanadi.

Marketingni bir qancha tariflari bo’lib, deyarli har bir marketing haqidagi kitob mualliflari martketingga o’zlarini ta’riflarini berishadi.

Marketing – sotuvchi va haridor o’rtasidagi tovar, mahsulot yoki xizmatlar almashinuvi natijasida kompaniyaning qiymati oshish jarayoniga aytiladi.

Foydali almashinuv natijasida sotib oluvchi biron mahsulot, tovar yoki xizmatga ehtiyojini qondiradi, sotuvchi esa o’zining foyda ko’radi.

Marketingning maqsadi – yangi mijozlarni mahsulot, tovar yoki xizmat uchun jalb qilish, ularga yuqori iste’mol sifatini taklif qilib, eski mijozlarni saqlab qolgan holda, ularning tinimsiz o’zgarib turuvchi ehtiyojlarini qondirishdan iborat.

Marketingning asosiy vazifasi – har bir bozorni ehtiyojlari va zaruratlarini aniqlash, ular orasidan o’z kompaniyalari boshqa raqobatchilardan ko’ra yuqori darajali xizmat ko’rsata oladiganlarini tanlashdan iborat. Bu kompaniyaga yuqori sifatli mahsulotlar ishlab chiqarish va shuning natijasida iste’molchilarning ehtiyojlarini qondirish bilan kompaniyaning umumiy foydasini oshirishdir.

Marketing bu nafaqat falsafa, fikrlash tarzi va iqtisodiy tafakkur yo’nalishi, ammo ayrim firma, kompaniya, tarmoq va butun iqtisodiyot bo’yicha amaliyot faoliyati hamdir. AQSH va boshqa xorijiy davlatlar iqtisodiy adabiyotlarida marketing ta’rifini ko’p turlari mavjuddir. Eng keng tarqalgan marketing ta’rifi, u Amerika marketing assotsiatsiyasi tomonidan berilgan bo’lib, uning mazmuni quyidagichadir, ya’ni «Marketing» shunday jarayondan iboratki, uning yordamida uylangan g’oya rejalashtiriladi va amalga oshiriladi, narxlar tashkil etiladi, g’oyalar, tovarlar va xizmat ko’rsatishlar harakati va sotishni, ayrim shaxslar va tashkilotlarni maqsadlari ayirboshlash yordamida qondiriladi».

Marketingga olimlar turlicha ta’rif berganlar. I.K.Belyaevskiy shunday degan: «Marketing – bu bozorni o’rganish va tartibga solish, boshqarish tizimidir». Jan-Jak Lamben esa marketingga shunday ta’rif beradi: «Marketing tashkilotlar va kishilarni xohish va ehtiyojini tovarlar va xizmatlarini erkin raqobatli ayirboshlashni ta’minlash yo’li orqali qondirishga yo’naltirilgan ijtimoiy jarayondir», «Marketing – bu bir vaqtning o’zida biznes falsafasi va faoliyat jarayondir». Ushbu ta ‘riflardan shuni aytish mumkinki, marketing – bu bozomi o’rganish, u orqali iste’molchilarga ta’sir etishdan iboratdir. Talab bilan taklifni o’zaro ta’siri – bu alohida shaxslar yoki guruhning xohish-ehtiyojlarini o’zluksiz qondirish jarayoni hisoblanadi. Bu jarayon o’z navbatida shunday ijtimoiy-iqtisodiy kategoriyalarni o’zaro ta’siriga asoslanadi, ya’ni ularga muhtojlik, ehtiyoj (xohish), talab, xarid qilish (ayirboshlash, bitim) va aniq tovar va xizmatlarni iste’moli (ishlatilishi) kiradi. Bu tushunchalar marketing tushunchasi, mohiyatini aniqlashga imkon beradi. Muhtojlik — kishini biron bir narsani yetishmasligini xis etishidir. Ehtiyoj — individ shaxsning madaniy darajasiga asosan maxsus shaklga muhtojlikdir. Talab – bu xarid quvvatiga ega bo’lgan ehtiyoj.

Marketing asosida bozorni har taraflama o’rganish yo’nalishlarining asosiylaridan quyidagilarni ko’rsatib o’tish zarur:

• bozor tarkibini aniqlash;

• raqobat sharoitlarini tadqiq qilish;

• sotish shakli va uslublarini tahlil etish.

Marketing quyidagilarni o’rgatadi:

• marketing siyosatini olib borishni;

• siljitish (yo’naltirish) siyosatini;

• yuksalish, qo’shimcha xizmatlarini (Plus) – (bunga marka, sotishdan keyingi xizmat, kafolat va texnik yordam, yetkazib berish, assortiment, shaxsiy iste’mol va boshqalarni kiritish mumkin).

The 20 Best Marketing Books in 2023 for Beginners

Marketing is an ever-dynamic field. New trends and technology keep influencing the way marketers operate on a daily basis. Therefore, one needs to be well-versed when it comes to effective marketing.

What then are you supposed to do to learn good marketing tips and tricks as a beginner? Although the best way is to get your hands dirty by actually doing stuff, you need to broaden your knowledge and expertise first.

Reading articles, blog posts, and watching videos online is helpful but not in the long run. Sure, the internet can help you to learn the strategies, psychology, and creative process to build a successful brand.

However, it’s all unorganized and can be pretty overwhelming for a beginner. So if you truly want to leverage your marketing game, you need to start reading books. The reason for that is, a book is so much denser in content. Other sources provide bits and chunks of information but books give you a comprehensive insight into the matter. But the issue is not really the quantity of the content but the quality as well.

It has been observed in studies and research that retention from reading books is more compared to any other source of information. When it comes to marketing this couldn’t be agreed upon more. As a beginner, you must read books to learn the nuts and bolts of marketing. To get started, the following is a comprehensive list of the best marketing books for beginners in 2023.

20 best marketing books to read in 2023

• Influence: The Psychology Of Persuasion

Source: Amazon. in

Robert B. Cialdini’s 1984 book, The Psychology of Persuasion is credited with founding the field of Influence and Persuasion science. The psychological principles that underlie marketing and sales are extensively explained in this engaging book.

Donald Miller explores the value of content and its function in marketing in this book. It provides guided steps to establish a business. This book also discusses how today’s market requires you to be extremely agile.

Any company looking to improve its marketing can indefinitely benefit from reading Seth Godin’s, “This is marketing”. Regardless of the type of business you are in, the knowledge offered in this book is invaluable with notions like “Marketing Is the Price of Admission” and “Marketing is not a department”.

Source: Amazon. in

Kotler On Marketing by Philip Kotler aids marketers in gaining a clearer understanding of how businesses will develop in the future. It deals with ideas like segmentation strategies for businesses.

• Content Chemistry: An Illustrated Handbook for Content Marketing

Source: Amazon. in

Information marketing is made simple with the help of Content Chemistry. Additionally, it discusses how to produce and market content successfully in today’s world.

Source: Amazon. in

Ryan Berman’s business book Return on Courage is simple to read and encouraging. The book explores how boldness can help small firms stay ahead of the competition and achieve success.

Source: Amazon. in

Selling the Invisible by Harry Beckwith assists you in creating better sales and marketing strategies by examining the intangible aspects of a business.

Source: Amazon. in

Good to Great by Jim Collins explains how businesses progress from good to great and how to use the same strategies in your own business.

Source: Amazon. in

Jonah Berger’s book Contagious: Why Things Catch On discusses how products, ideas, or messages retain and how you can use this to your advantage.

• Traction: How Any Startup Can Achieve Explosive Customer Growth

Source: Amazon. in

Gabriel Weinberg and Justin Mares’ “Traction: How Any Startup Can Achieve Explosive Customer Growth” is the definitive book for putting your goods or services in front of your target clients at the appropriate moment and place.

• The Practice of Management

Source: Amazon. in

Everyone in marketing and/or sales should read Peter Drucker’s classic, The Practice of Management. It is one of the best marketing books ever written.

Source: Amazon. in

John Hall in Top of Mind believes that requirements and expectations have evolved in marketing. Long-lasting relationships can be forged through the consumption of enriching content.

Source: Amazon.in

Adam Grant, offers guidance and inspiration for having novel ideas and behaviours without taking unnecessary risks in Originals: How Non-Conformists Move the World.

Source: Amazon.in

Gary Vaynerchuck’s book Crushing It teaches business owners how to create their own personal brands and leverage them to attract clients. This is a step-by-step manual for using social media marketing successfully.

Source: Amazon.in

The significance of rituals, superstitions, and the senses in branding and marketing is highlighted in Martin Lindstrom’s book Buyology: Truth and Lies About Why We Buy.

Source: Amazon.in

In his book Epic Content Marketing, Joe Pulizzi walks you through the process of developing engaging stories for your audience that will result in effective marketing.

Source: Amazon.in

Authors Chip Heath and Dan Heath share how to make ideas stick. Ideas need to connect with clients, thus they must be clear, concrete, believable, emotive, and accompanied by tales.

Source: Amazon.in

Al Ries and Jack Trout’s Positioning is a famous work on marketing. It speaks to the significance of developing a position in addition to a message. Business owners must comprehend how the strategies of their organization fit in the market and in the perspective of their clients.

Source: Amazon.in

Even though John Caples’ book Tested Advertising Methods was released more than 20 years ago, contemporary marketers can still benefit from it. The guidelines for creating persuasive text that sells can be used in any scenario. You’ll learn about time-tested, effective advertising techniques from this book.

Source: Amazon.in

The Marketing Book By Jason McDonald offers a helpful manual for formulating a strategy utilizing the “think/do/measure” process. Each chapter describes a task and explains how to approach it, carry it out, and evaluate the results.

Conclusion

Time and attention are the two most valuable assets today. So you don’t really need to read the so-called best marketing books of all time. One simply doesn’t have the time to read every book one come across. You just have to go with whatever works for you. You need to read books that align with your marketing goals and the scope of your business. Therefore, you need to research properly and follow a reference guide. This list of the best marketing books for beginners will help you out in deciding what books you should choose to pick up based on what particular value they provide.