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Gantumur 1 hicheel

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  • 1. Ñýäýâ: ìàðêåòèíã ãýæ þ¿ âý? “ Ìàðêåòèíãèéí ¿íäýñ” õè÷ýýë 1-ð ëåêö Áàãø Ö.Ãàíòºìºð
  • 2. Ìàðêåòèíãèéí àíãèëàë
    • Ìèêðî-ìàðêåòèíã íü õóäàëäàí àâàã÷èéí õýðýãöýýã óðüä÷èëàí ìýäýæ, ¿éëäâýðëýã÷äýýñ õóäàëäàí àâàã÷ áîëîí ãèø¿¿äýä áàðàà ¿éë÷èëãýýã õ¿ðãýõ óðñãàë õºäºë㺺íèéã óäèðäàõ çàìààð áàéãóóëëàãûíõàà çîðèëãûã áèåë¿¿ëýõ ¿éë àæèëëàãàà þì.
    • Ìàêðî-ìàðêåòèíã íü íèéãìèéí çîðèëãóóäûã õýðýãæ¿¿ëýõèéí òóëä ýðýëò íèéë¿¿ëýëòèéã óÿëäóóëàí çîõèöóóëæ áàðàà ¿éë÷èëãýýã ¿éëäâýðëýã÷äýýñ õýðýãëýã÷äýä õ¿ðãýõ ýäèéí çàñãèéí óðñãàëûã óäèðäàõ ¿éë àæèëëàãàà
  • 3. Ìàðêåòèíãèéí òîäîðõîéëîëò
    • Ìàðêåòèíã íü çàõ çýýë ñóäëàëûí óõààí,íºãºº òàëààñàà çàõ çýýë ¿ð¿¿ õàíäñàí õ¿ì¿¿ñèéí ¿éë àæèëëàãàà
    • Ìàðêåòèíã íü õ¿íèé õýðýãöýý õ¿ñýëòèéã õàíãàõàä ÷èãëýãäñýí ñîëèëöîî þì
    • Ìàðêåòèíã íü õ¿íèé õýðýãöýýã õàíãàõ çàìààð àøèã îëîõ ¿éë àæèëëàãàà
    • Ìàðêåòèíã íü õýðýãëýã÷èéí õýðýãöýýã á¿õ òàëààñ íü ñóäàëñíû ¿íäñýí äýýð ñîëèëöîîãîîð äàìæóóëàí àëü áîëîõ ¿ð àøèãòàéãààð õàíãàõ çàìààð àøèã îëîõ áîëîí áóñàä çîðèëãîäîî õ¿ðýõèéí òóëä á¿ò-èéã ýöñèéí õýðýãëýã÷äýä õ¿ðãýõèéã òºëºâëºõ, õýðýãæ¿¿ëýõ,õÿíàõ óäèðäëàãûí ¿éë àæèëëàãààíû öîãö þì
  • 4. Ìàðêåòèíãèéí ¿íäñýí îéëãîëòóóä
    • Õ¿ñýë,øààðäëàãà:õ¿íä èë¿¿äýõã¿é ãýñýí á¿õ ç¿éë
    • Õýðýãöýý: ÿìàð íýã ç¿éë äóòàãäàæ áàéãààãàà ìýäýð÷ áàéãààã õýëíý
    • Ýðýëò:õóäàëäàí àâàõ ÷àäâàðààð áàòàëãààæñàí õýðýãöýý
    • Çàõ çýýë: ýðýëò õýðýãöýýòýé,õóäàëäàí àâàõ ñîíèðõîë,÷àäâàðòàé õóäàëäàí àâàã÷äûí öîãö
    • Àðèëæàà: õî¸ð áóþó ò¿¿íýýñ äýýø ýòãýýä õýðýãòýé ç¿éëýý õóäàëäàõ,õóäàëäàí àâàõ ñîëèëöîîã õýëíý
    • Çîðèëòîò çàõ çýýë: áîëîìæèò õýðýãëýã÷äèéí òîäîðõîé á¿ëãèéã ñîíãîæ ìàðêåòèíãèéí õºòºëáºðèéã òýäýíä ÷èãë¿¿ëýõèéã õýëíý
    • Ìàðêåòèíãèéí õîëüö: çîðèëòîò çàõ çýýë äýýð òààòàé áàéäëûã áèé áîëãîõûí òóëä ï¿¿ñèéí àøèãëàäàã õóâüñàõ õ¿÷èí ç¿éë
  • 5. Õýðýãöýýã õàíãàõ àðãóóä
    • Ñîëèëöîîãîîð / áàðààã áàðààãààð,ìºí㺺ð áàðààã/
    • Õýðýãëýã÷èä ººðñ人 ¿éëäâýðëýõ /óëàìæëàëò àðãà/
    • Ãóéõ, ºâ çàëãàìæëàõ,çýýëýõ
    • Áóëààõ, äýýðýìäýõ
  • 6. Ñîëèëöîî õýðýãæèõ íºõöºë
    • 2 áóþó ò¿¿íýýñ äýýø ýòãýýä
    • ñîëèëöîõ ç¿éëòýé
    • õýðýãöýýã õàíãàõóéö ç¿éë
    • îðîëöîã÷ òàëóóä õàðèëöàõ áîëîìæòîé áàéõ
  • 7. Ìàðêåòèíãèéí òºðºë
    • Íèéòèéí ìàðêåòèíã
    • /mass marketing/
    • Á¿òýýãäýõ¿¿íýýð ÿëãàâàðëàñàí
    • /differentiated marketing/
    • ÷èãëýñýí ìàðêåòèíã
    • /oriented marketing/
    • çîðèëòîò çàõ çýýëä
  • 8. Õýðýãöýýíèé îíîë
    • À.Ìàñëîâûí îíîëûí øàòëàë:
    • Àìüä ¿ëäýõ áóþó ôèçèîëîãèéí õýðýãöýý / survive /
    • Àþóëã¿éí õýðýãöýý
    • Õàéð õàëàìæ
    • Õ¿íäë¿¿ëýõ, áàéð ñóóðèà îëîõ
    • ªºðèéí ÷àäâàðàà õýðýãæ¿¿ëýõ
  • 9. Ìàðêåòèíãèéí õºãæëèéí ¿å øàò
    • ¯éëäâýðëýëèéí ¿å øàò /àñàð èõ õýðýãöýý áàéñàí ó÷èð ¿éëäâýðëýæ áîëîõ ç¿éëèéã õèéæ áàéñàí/
    • Áîðëóóëàëòûí ¿å øàò /õýðýãëýã÷äýä òóëãàæ áîðëóóëæ áàéñàí /
    • Ìàðêåòèíãèéí ¿éë àæèëëàãààíû ¿å øàò
    • / õýðýãëýã÷ -õààí /
  • 10. Ìàðêåòèíãèéí øèíæëýõ óõààí
    • Ìàðêåòèíã íü 100-ààä æèëèéí ºìíº ýäèéí çàñãèéí øèíæëýõ óõààíû õàâñðàãà õýëáýðýýð õºãæèæ ýõýëñýí
    • Ýäèéí çàñãèéí îíîë äýýð ¿íäýñëýãäñýí
    • /àøèã,¿ð àøèã, íººöèéí õóâààðèëàëò…/
    • Îð÷èí ¿åä áóñàä øèíæëýõ óõààíòàé øóóä õîëáîãäîõ áîëñîí
    • /íèéãìèéí ø/ó,õóóëü ýðõ ç¿é, õ¿íèé íººö…/
  • 11. Ìàðêåòèíãèéí ¿éë àæèëëàãàà ãýæ þ¿ âý?
    • Çàõ çýýëèéí ñóäàëãàà õèéæ ÿìàð áàðàà õýðýãöýýòýéã òîäîðõîéëîõ
    • Òºëºâëºõ
    • Òºëºâëºãººã õýðýãæ¿¿ëýõ,çîõèîí áàéãóóëàõ
    • Õýðýãæèëòèéã õÿíàõ
    • ªºð÷ëºëòèéã äàðààãèéí ñóäàëãàà, òºëºâëºëòºíä òóñãàõ
    • öîãö öèêë ¿éë àæèëëàãàà þì
  • 12. Ìàðêåòèíãèéí õîëüö ãýæ þ¿ âý?
    • Áàðàà, á¿òýýãäýõ¿¿í,¿éë÷èëãýý
    • /product/
    • ¯íý /price /
    • Óðàìøóóëàë /promotion/
    • Áàéðëàë,ò¿ãýýëò / place /
    • 4Ð áóþó marketing mix
    • ¿éë÷èëãýýíä 7Ð áàéäàã
  • 13. Áîðëóóëàëòûí ¿éë àæèëëàãàà
    • Îáüåêò---áàðàà
    • Çîðèëãî---òºëºâëºãºº áèåë¿¿ëýõ
    • ¿å øàò--- ¿éëäâýðëýýä áîðëóóëàõ
    • Çàõ çýýë-- áàéãàà çàõ çýýëä
    • ºðñºë人í—áàéõã¿é,÷àíàð õýâèéí
    • Õýíèé òºëºº--- íàì òºðèéí áàéãóóëëàãûí íýð õ¿íäèéí òºëºº
    • ¿ð ä¿í—õàíãàëòã¿é
  • 14. Ìàðêåòèíãèéí ¿éë àæèëëàãàà
    • Îáüåêò –õýðýãöýý
    • Çîðèëãî—õýðýãöýýã õàíãàõ çàìààð àøèã îëîõ
    • ¿å øàò– ñóäëààä,¿éëäâýðëýýä, õ¿ðãýõ
    • Çàõ çýýë--áîëîìæèò çàõ çýýëä
    • ºðñºë人í-õ¿÷òýé,áàðààíû íýð òºðºë, ÷àíàð ñàéæèðíà
    • Õýíèé òºëºº-- õýðýãëýã÷äèéí
    • ¿ð ä¿í-- ¿éëäâýðëýã÷,õýðýãëýã÷èä,óëñàä àøèãòàé
  • 15. Ìàðêåòèíãèéí à÷ õîëáîãäîë
    • Õýðýãëýã÷äýä
    • 1. Ìýäýýëýë íýýëòòýé
    • 2.Çàðäàë õýìíýíý
    • 3.Ñîíãîëò ºðãºí
    • 4. Àìüäðàëûí õýâ ìàÿã äýýøèëíý
    • 5. Íèéãìèéí áàÿëàãò óõàìñàðòàé õàíäàæ îðëîãîî íýìýãä¿¿ëýõ ýðìýëçýëòýé áîëíî
  • 16. Ìàðêåòèíãèéí à÷ õîëáîãäîë
    • Êîìïàíè
    • ªºðñ人 øèéäâýð ãàðãàíà
    • Ýðñäýëèéã óäèðäàíà
    • ׺뺺òºé ºðñºëäºíº
    • Áèçíåñ õèéõ íºõíºë á¿ðäýíý
    • Óëñ äýìæèíý
  • 17. Ìàðêåòèíãèéí à÷ õîëáîãäîë
    • Óëñàä
    • ¯éëäâýðëýë õºãæèõ íºõöºë á¿ðäýíý
    • Ýäèéí çàñãèéí ¿ç¿¿ëýëò ºñíº
    • Àðä ò¿ìíèé àìüäðàë äýýøèëíý
    • Óëñ îðíû íýð õ¿íä ºñíº
    • Òºðèéí àæèë, ¿¿ðýã õÿëáàð áîëíî