{"id":977,"date":"2021-08-18T11:28:53","date_gmt":"2021-08-18T07:28:53","guid":{"rendered":"https:\/\/jugaad.az\/blog\/?p=977"},"modified":"2024-07-29T17:05:31","modified_gmt":"2024-07-29T13:05:31","slug":"marketinqde-4p","status":"publish","type":"post","link":"https:\/\/jugaad.az\/blog\/marketinqde-4p\/","title":{"rendered":"Marketinqd\u0259 4P"},"content":{"rendered":"

Marketinqd\u0259 4p<\/p>\n

Marketinqin i\u015f d\u00fcnyas\u0131nda \u0259n \u00e7ox istifad\u0259 olunan sah\u0259l\u0259rd\u0259n biri oldu\u011funu s\u00f6yl\u0259s\u0259k, \u015fi\u015firtm\u0259mi\u015f olard\u0131q. Dem\u0259k olar ki, \u0259ks\u0259r m\u00fc\u0259ssis\u0259l\u0259r, markalar v\u0259 ya t\u0259\u015fkilatlar ki\u00e7ik v\u0259 b\u00f6y\u00fck marketinq f\u0259aliyy\u0259tl\u0259ri \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif marketinq m\u0259rh\u0259l\u0259l\u0259rini h\u0259yata ke\u00e7irirl\u0259r. Tez -tez istifad\u0259 olunan v\u0259 bu g\u00fcn istifad\u0259 edilm\u0259li olan 4 marketinq m\u0259rh\u0259l\u0259si 4P marketinqi olaraq ifad\u0259 edilir. 1950 -ci ill\u0259rd\u0259 Harvard Reklam professoru Neil Borden ilk d\u0259f\u0259 marketinq qar\u0131\u015f\u0131\u011f\u0131 haqq\u0131nda dan\u0131\u015fd\u0131 v\u0259 marketinq anlay\u0131\u015f\u0131n\u0131n nec\u0259 inki\u015faf edil\u0259 bil\u0259c\u0259yi m\u00fczakir\u0259 edildi.<\/p>\n

Marketinqd\u0259 4p konsepsiyas\u0131ndan istifad\u0259 ed\u0259r\u0259k onu inki\u015faf etdir\u0259n \u015f\u0259xs Jerome McCarty idi. 50 -ci ill\u0259rd\u0259n b\u0259ri inki\u015faf ed\u0259n v\u0259 marketinqin inki\u015faf gedi\u015fat\u0131na m\u00fcsb\u0259t t\u0259sir g\u00f6st\u0259r\u0259n marketinq qar\u0131\u015f\u0131\u011f\u0131 daxili v\u0259 xarici faktorlar\u0131 daxil ed\u0259r\u0259k marketinq \u00fc\u00e7\u00fcn laz\u0131mi infrastruktur yarad\u0131r. Bu g\u00fcn h\u0259r bir i\u015fin h\u0259d\u0259fi olan istehlak\u00e7\u0131ya \u00e7atmaq v\u0259 u\u011fur qazanmaq yaln\u0131z do\u011fru marketinq yana\u015fmas\u0131n\u0131 aktivl\u0259\u015fdirm\u0259kl\u0259 m\u00fcmk\u00fcnd\u00fcr. Yax\u015f\u0131, b\u0259s marketinq anlay\u0131\u015f\u0131 v\u0259 marketinq m\u0259rh\u0259l\u0259l\u0259rind\u0259n n\u0259yi ba\u015fa d\u00fc\u015fm\u0259liyik? Bu vacib suala cavab ver\u0259c\u0259k 4P marketinqind\u0259n dan\u0131\u015faq.<\/p>\n

Marketinqin 4P -l\u0259rin\u0259 yeni \u0259lav\u0259 olunan v\u0259 olduqca funksional olan m\u0259rh\u0259l\u0259l\u0259r olsa da, haqq\u0131nda dan\u0131\u015faca\u011f\u0131m\u0131z 4 m\u0259rh\u0259l\u0259 \u00e7ox vaxt \u0259sas marketinq \u00fc\u00e7\u00fcn kifay\u0259tdir. Ancaq \u0259vv\u0259lc\u0259d\u0259n dey\u0259k ki, n\u00f6vb\u0259ti hiss\u0259l\u0259rd\u0259 haqq\u0131nda dan\u0131\u015faca\u011f\u0131m\u0131z yeni \u0259lav\u0259 olunan m\u0259rh\u0259l\u0259l\u0259r d\u0259 g\u00fcn\u00fcm\u00fcz\u00fc t\u0259msil edir. 4P marketinqi marketinq<\/a> d\u00fcnyas\u0131ndak\u0131 insanlar\u0131n \u00e7ox yax\u0131ndan tan\u0131d\u0131\u011f\u0131 bir anlay\u0131\u015fd\u0131r. Marketinq i\u015f\u00e7il\u0259ri bu g\u00fcn inki\u015faf ed\u0259n v\u0259 d\u0259yi\u015f\u0259n marketinq anlay\u0131\u015f\u0131nda marketinq qar\u0131\u015f\u0131\u011f\u0131n\u0131n nec\u0259 inki\u015faf etdiyi sual\u0131na cavab ver\u0259c\u0259k ara\u015fd\u0131rmalar aparacaqlar. Ancaq marketinq d\u00fcnyas\u0131na yeni gir\u0259nl\u0259r \u00fc\u00e7\u00fcn marketinq qar\u0131\u015f\u0131\u011f\u0131 h\u0259l\u0259 d\u0259 yeni anlay\u0131\u015fd\u0131r. Bel\u0259likl\u0259, 4P marketinq olaraq ba\u015flayan, lakin geni\u015fl\u0259nm\u0259y\u0259 a\u00e7\u0131q olan marketinq qar\u0131\u015f\u0131\u011f\u0131 n\u0259dir v\u0259 n\u0259 edir?<\/p>\n

4P marketinq; M\u0259hsul\/xidm\u0259t, qiym\u0259t, m\u0259kan v\u0259 tan\u0131t\u0131m m\u0259rh\u0259l\u0259l\u0259rind\u0259n ibar\u0259tdir. 1950 -ci ill\u0259rd\u0259 bu m\u0259rh\u0259l\u0259l\u0259rin n\u0259y\u0259 g\u00f6r\u0259 vacib oldu\u011fu v\u0259 n\u0259 d\u0259r\u0259c\u0259d\u0259 i\u015fl\u0259diyi m\u00fczakir\u0259 olunsa da, bu g\u00fcn; Bu m\u0259rh\u0259l\u0259l\u0259r olmadan bir xidm\u0259tin \u0259sl yaranmas\u0131 m\u00fcmk\u00fcn deyil. 4P marketinqinin \u0259sas \u00fcst\u00fcnl\u00fcy\u00fc, planla\u015fd\u0131rma v\u0259 t\u0259dric\u0259n ir\u0259lil\u0259m\u0259y\u0259 imkan verm\u0259sidir. He\u00e7 bir strategiya v\u0259 ya m\u0259rh\u0259l\u0259 olmadan istehsal olunan m\u0259hsullar yaln\u0131z m\u0259hsul say\u0131l\u0131r. Ancaq bug\u00fcnk\u00fc marketinqd\u0259 \u0259n vacib \u015fey m\u0259hsula \u0259saslanan deyil, m\u00fc\u015ft\u0259ri y\u00f6n\u00fcml\u00fc marketinqi aktivl\u0259\u015fdirm\u0259kdir. Bug\u00fcn t\u0259tbiq olunan v\u0259 inki\u015faf ed\u0259n 4P marketinqind\u0259 h\u0259r \u015fey bir \u015f\u0259kild\u0259 m\u00fc\u015ft\u0259ri y\u00f6n\u00fcml\u00fcd\u00fcr. \u0130stehsal olunacaq m\u0259hsul\/xidm\u0259t; istehlak\u00e7\u0131n\u0131n ist\u0259k v\u0259 ehtiyaclar\u0131n\u0131 n\u0259z\u0259r\u0259 al\u0131r v\u0259 istehsal m\u0259rh\u0259l\u0259sin\u0259 ke\u00e7ir. Qiym\u0259tl\u0259ndirm\u0259 m\u0259rh\u0259l\u0259sind\u0259 b\u00fct\u00fcn komponentl\u0259r n\u0259z\u0259r\u0259 al\u0131n\u0131r v\u0259 sektor, istehlak\u00e7\u0131 v\u0259 m\u0259hsul d\u0259y\u0259ri bax\u0131m\u0131ndan \u0259n uy\u011fun qiym\u0259t t\u0259yin edilir.<\/p>\n

Bir s\u00f6zl\u0259, m\u0259hsul\/xidm\u0259t; bir fikri, d\u0259y\u0259ri, obraz\u0131 v\u0259 kimliyi t\u0259msil edir. H\u0259d\u0259f auditoriyas\u0131n\u0131 h\u0259r\u0259k\u0259t\u0259 g\u0259tir\u0259n \u015fey, m\u0259hsulun yaln\u0131z bir m\u0259hsul olmamas\u0131 v\u0259 istehlak\u00e7\u0131 \u00fc\u00e7\u00fcn yarad\u0131lan\u0131 t\u0259msil etm\u0259sidir. Marketinq qar\u0131\u015f\u0131\u011f\u0131n\u0131n b\u00fct\u00fcn elementl\u0259rind\u0259 d\u0259y\u0259r yaratma\u011fa v\u0259 h\u0259r c\u0259h\u0259td\u0259n g\u0259lirli olma\u011fa y\u00f6n\u0259lmi\u015f t\u0259cr\u00fcb\u0259l\u0259r m\u00f6vduddur.<\/p>\n

Marketinq\u0259 Ba\u015flayan \u0130lk M\u0259rh\u0259l\u0259: M\u0259hsul<\/strong><\/h3>\n

M\u00f6vcud marketinq prosesi bir m\u0259hsul v\u0259 ya xidm\u0259t yaratmaqla ba\u015flay\u0131r. Bazara \u00e7\u0131xar\u0131lacaq obyekt\u0259 m\u0259hsul deyilir. Burada; Bazar dinamikas\u0131, h\u0259d\u0259f auditoriya, h\u0259d\u0259fl\u0259r v\u0259 m\u0259nf\u0259\u0259t kimi faktorlara diqq\u0259t yetirilir. M\u0259hsulun haz\u0131rlanmas\u0131nda, tam olaraq n\u0259yin al\u0131naca\u011f\u0131 kimi suallar cavabland\u0131r\u0131l\u0131r. Sat\u0131\u015fa \u00e7\u0131xar\u0131lacaq v\u0259 qiym\u0259t veril\u0259c\u0259k m\u0259hsul n\u0259yi t\u0259klif ed\u0259c\u0259k v\u0259 uy\u011fun olacaq? \u018fslind\u0259, marketinq strategiyas\u0131n\u0131n ilk ilkin m\u0259rh\u0259l\u0259si m\u0259hsulun ideyas\u0131n\u0131 v\u0259 t\u0259tbiq sah\u0259sini m\u00fc\u0259yy\u0259n ed\u0259c\u0259k m\u0259hsulun inki\u015faf\u0131d\u0131r. M\u0259hsul dizayn\u0131 v\u0259 inki\u015faf\u0131 bir s\u0131ra strategiya, planla\u015fd\u0131rma v\u0259 marketinq m\u0259ntiqi t\u0259l\u0259b ed\u0259n prosesl\u0259rdir. M\u0259hsulun dizayn v\u0259 inki\u015faf m\u0259rh\u0259l\u0259sind\u0259; Vizual dizayn, s\u0259naye dizayn\u0131, maraql\u0131 t\u0259r\u0259fl\u0259r v\u0259 istehsal kimi sah\u0259l\u0259rd\u0259n d\u0259st\u0259k v\u0259 fikirl\u0259r al\u0131n\u0131r. Marketinqin h\u0259qiq\u0259t\u0259n i\u015fl\u0259m\u0259si \u00fc\u00e7\u00fcn m\u0259hsulun ist\u0259k v\u0259 ya ehtiyacla uy\u011fun olmas\u0131 laz\u0131md\u0131r. google<\/a><\/p>\n

M\u0259hsulun d\u0259y\u0259rini t\u0259yin ed\u0259n amill\u0259rd\u0259n biri: Qiym\u0259t<\/strong><\/h3>\n

Bir m\u0259hsulun istehsal m\u0259rh\u0259l\u0259sind\u0259n \u0259vv\u0259l v\u0259 bu m\u00fcdd\u0259t \u0259rzind\u0259 qiym\u0259t kimi \u0259h\u0259miyy\u0259tli bir m\u0259rh\u0259l\u0259 az -\u00e7ox ayd\u0131nla\u015f\u0131r. Ancaq 4P marketinqinin qiym\u0259t m\u0259rh\u0259l\u0259si t\u0259k ba\u015f\u0131na d\u00fc\u015f\u00fcn\u00fclm\u0259si laz\u0131m olan bir prosesi t\u0259msil edir. Qiym\u0259tl\u0259ndirm\u0259 m\u0259rh\u0259l\u0259sind\u0259 bir siyas\u0259t yaratmaq v\u0259 bu vacib m\u0259rh\u0259l\u0259ni d\u00fczg\u00fcn h\u0259yata ke\u00e7irm\u0259k \u00fc\u00e7\u00fcn veril\u0259c\u0259k suallar a\u015fa\u011f\u0131dak\u0131lard\u0131r:<\/p>\n

Bazarda \u00dcmumi V\u0259ziyy\u0259t n\u0259dir?<\/p>\n

Bazar Sah\u0259sind\u0259ki R\u0259qibl\u0259rin Ekvivalent m\u0259hsul qiym\u0259tl\u0259ri n\u0259l\u0259rdir?<\/p>\n

M\u0259hsul biz\u0259 n\u0259 q\u0259d\u0259r\u0259 ba\u015fa g\u0259lir?<\/p>\n

A\u015fa\u011f\u0131 Qiym\u0259t Siyas\u0259ti \u00fc\u00e7\u00fcn Ucuz Qiym\u0259t Amma Keyfiyy\u0259tli Material varm\u0131?<\/p>\n

T\u0259chizat\u00e7\u0131lar v\u0259 Distribyutor Payda\u015flar\u0131n\u0131n X\u0259rcl\u0259ri N\u0259l\u0259rdir?<\/p>\n

M\u0259hsul hans\u0131 D\u0259y\u0259r v\u0259 G\u00f6r\u00fcnt\u00fc Yaradacaq?<\/strong><\/h3>\n

Qiym\u0259t siyas\u0259ti yaratmaq h\u0259qiq\u0259t\u0259n d\u0259 asan deyil. Bu m\u0259rh\u0259l\u0259d\u0259 bir s\u0131ra birba\u015fa v\u0259 dolay\u0131 t\u0259sirl\u0259ri n\u0259z\u0259r\u0259 alaraq bir siyas\u0259t haz\u0131rlamaq laz\u0131md\u0131r. \u018flav\u0259 olaraq, yaln\u0131z bazara v\u0259 m\u0259hsul x\u0259rcl\u0259rin\u0259 baxaraq qiym\u0259t siyas\u0259tind\u0259 bir \u00e7\u0259r\u00e7iv\u0259 qurmaq d\u00fczg\u00fcn olmazd\u0131. M\u00fc\u015ft\u0259ri m\u0259rk\u0259zli marketinq anlay\u0131\u015f\u0131n\u0131 t\u0259tbiq etm\u0259k \u00fc\u00e7\u00fcn istehlak\u00e7\u0131 davran\u0131\u015f\u0131n\u0131, meyll\u0259rini v\u0259 m\u0259hsul kateqoriyas\u0131 t\u0259l\u0259bl\u0259rini ed\u0259r\u0259k qiym\u0259tl\u0259ri t\u0259yin etm\u0259k laz\u0131md\u0131r.<\/p>\n

\u0130\u015fin Payda\u015flar\u0131ndan Olacaq M\u0259rh\u0259l\u0259: Da\u011f\u0131t\u0131m v\u0259 ya M\u0259kan<\/strong><\/h3>\n

4P marketinqinin ba\u015fqa bir m\u0259rh\u0259l\u0259si yer v\u0259 ya paylanmad\u0131r. Da\u011f\u0131t\u0131m m\u0259rh\u0259l\u0259si, m\u0259hsul; istehlak\u00e7\u0131n\u0131n \u0259l\u00e7atanl\u0131\u011f\u0131n\u0131 v\u0259 \u00e7ataca\u011f\u0131 yeri t\u0259msil edir. Ehtiyaclara cavab ver\u0259n keyfiyy\u0259tli bir m\u0259hsul istehsal etm\u0259yiniz t\u0259qdir\u0259layiqdir; Bununla birlikd\u0259, paylama m\u0259rh\u0259l\u0259sind\u0259ki bir pozuntu, m\u0259hsulunuzu paylaya bilm\u0259m\u0259yiniz\u0259 s\u0259b\u0259 ola bil\u0259r. Bel\u0259 v\u0259ziyy\u0259tl\u0259rin qar\u015f\u0131s\u0131n\u0131 almaq \u00fc\u00e7\u00fcn paylama planla\u015fd\u0131rmas\u0131 laz\u0131md\u0131r. Da\u011f\u0131t\u0131m m\u0259rh\u0259l\u0259sind\u0259, t\u0259chizat\u00e7\u0131 payda\u015flar\u0131n\u0131zla sa\u011flam bir \u0259laq\u0259 qurmal\u0131s\u0131n\u0131z. Bundan \u0259lav\u0259, maliyy\u0259 hesablanmas\u0131 bu m\u0259rh\u0259l\u0259nin \u0259sas v\u0259zif\u0259l\u0259rind\u0259n biridir. B\u00fct\u00fcn paylama kanallar\u0131 v\u0259 t\u0259dar\u00fck\u00e7\u00fcl\u0259r tap\u0131ld\u0131qdan sonra, m\u0259hsulun xidm\u0259t\u0259 veril\u0259c\u0259yi yer t\u0259cr\u00fcb\u0259 olunur. M\u0259hsul istehlak\u00e7\u0131 il\u0259 harada g\u00f6r\u00fc\u015f\u0259c\u0259k v\u0259 h\u0259d\u0259f auditoriya \u00fc\u00e7\u00fcn uy\u011fun yerdirmi?<\/p>\n

M\u0259hsulu nec\u0259 bazara \u00e7\u0131xarmaq olar: Tan\u0131t\u0131m Ara\u015fd\u0131rmalar\u0131<\/strong><\/h3>\n

Marketinqin 4P-l\u0259rind\u0259n \u0259n \u00e7ox marketinq qoxusu ver\u0259n m\u0259rh\u0259l\u0259 t\u0259bli\u011fat\u0259dird\u0131r<\/strong>. Tan\u0131t\u0131m, q\u0131sacas\u0131, h\u0259d\u0259f k\u00fctl\u0259nin tutaca\u011f\u0131 m\u0259hsulun bir hiss\u0259sidir. Bazar yar\u0131\u015f\u0131nda minl\u0259rl\u0259 marka aras\u0131nda nec\u0259 f\u0259rql\u0259n\u0259c\u0259ksiniz v\u0259 onu nec\u0259 bazara \u00e7\u0131xaracaqs\u0131n\u0131z? F\u0259rql\u0259ndirm\u0259, reklam f\u0259aliyy\u0259ti, ictimaiyy\u0259tl\u0259 \u0259laq\u0259l\u0259r v\u0259 media \u0259laq\u0259l\u0259ri, sosial media v\u0259 \u0259n\u0259n\u0259vi marketinq \u00fcsullar\u0131 … b\u00fct\u00fcn bu i\u015fl\u0259r tan\u0131t\u0131m m\u0259rh\u0259l\u0259sind\u0259 yada d\u00fc\u015f\u00fcr. M\u0259hsul v\u0259 ya xidm\u0259tin v\u0259d etdiyi d\u0259y\u0259ri g\u00f6st\u0259rm\u0259k \u00fc\u00e7\u00fcn tan\u0131t\u0131m i\u015fl\u0259rin\u0259 ehtiyac var. Bu m\u0259rh\u0259l\u0259d\u0259 m\u0259hsulun x\u00fcsusiyy\u0259tl\u0259rin\u0259, markan\u0131n d\u0259y\u0259rin\u0259 v\u0259 bazardak\u0131 v\u0259ziyy\u0259t\u0259 g\u00f6r\u0259 \u0259n\u0259n\u0259vi v\u0259 ya inki\u015faf ed\u0259n marketinq t\u0259dqiqatlar\u0131 t\u0259tbiq olunur.<\/p>\n

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Marketinqd\u0259 4p Marketinqin i\u015f d\u00fcnyas\u0131nda \u0259n \u00e7ox istifad\u0259 olunan sah\u0259l\u0259rd\u0259n biri oldu\u011funu s\u00f6yl\u0259s\u0259k, \u015fi\u015firtm\u0259mi\u015f olard\u0131q. Dem\u0259k olar ki, \u0259ks\u0259r m\u00fc\u0259ssis\u0259l\u0259r, markalar v\u0259 ya t\u0259\u015fkilatlar ki\u00e7ik v\u0259 b\u00f6y\u00fck marketinq f\u0259aliyy\u0259tl\u0259ri \u00fc\u00e7\u00fcn m\u00fcxt\u0259lif marketinq m\u0259rh\u0259l\u0259l\u0259rini h\u0259yata ke\u00e7irirl\u0259r. Tez -tez istifad\u0259 olunan v\u0259 bu g\u00fcn istifad\u0259 edilm\u0259li olan 4 marketinq m\u0259rh\u0259l\u0259si 4P marketinqi olaraq ifad\u0259 edilir. 1950 -ci<\/p>\n

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