Seminarski trud od modulot: Odnesuvawe so kupuva~ite Naslov: Marketing

Profesor: Student: -

Skopje, mart, 2010

, 1 2 2 3 4 4 5 5 7 8 8 9 9 9 10 11 12 13 13 14 15 16 17 18 19 20

1 1.1 1.2 2. 2.1 2.2 2.3 3. 3.1 3.2 3.3 3.4 4. 5. 5.1 5.2 5.3 5.4 5.5 6. 6.1 7. Conclusion

, e

Voved,. . , , , . , . . . , . , , . , . , , , . , , , , , ,

1

1., . , ,

. , : Philip Kotler:>>

,

>>..

Scott:>>>>.. 1

,

2

.

1.1. , . . . . , ,3

:

,

,1 2

,.35 . 19

.

Introduzione al Marketing II-Edizione Mauro Scarpellini -2005 Marketing William J.Stanton & Riccardo Varaldo - 1989 3 Ibidem . 37

2

,

. . ,

. : . 5 1. 2. , 3. 4. 5. , : . .

,

,

:

, ,

, ( ).

1.2, , , : , . ,

:

3

-

. 14

2, , . , .5

.

2.1, . : , . , .4 5

,

, . .45 , 2007 . .45

,

/

Introduzione al Marketing II-Edizione Mauro Scarpellini -2005 8 -

4

,6

.

2.2: ; ; ; , . ; , ; ;

2.3: , ) , . . . .6

, , , , , , ,

, , . , ,

,, 2007.49

8

-

-

5

. . , . .7

,

, .

) : ( ) . . . . . ). ( . .7

,

( ( ) ) ( )

) / .

: , ) : , , , (

8

-

-

-

,

2007-

-

.52

6

,

( ),

,8

.

.2/

). , ). , , ). ). . ). ) : ( ) . (9

: -:

-

. .

( ( ).

,

)

/

.

3.8 9

8

.55

-

-

,

2007-

-

. 53

Ibidem

.

7

. : 3.1 . ,10

:

,,

. , the highest bayers soddisfaction

3.2 , . : 1. , , 2. , , 3. , . 4. , 4 . : , , ,

. 5. , , 6. . , .10

. , .

, 2004 . 75-82

,

-

,

,

8

7. . , 3.3

. : , , .

,

. , . : 1. : 2. . . 3. . , , . 4. , . 5. 3.4. 11

. , , , .

,

(

)

.

. 6. , . 11 12

12

,8 -

,,

,2007. , .62 , 2004 . www.wiznet.net, -

259-273, , 1999

, Buying globally made easier- Industry Week(2.11.1998) str. 63 -64

9

( ( ). , . ) , . ( ) , , . , . / . , , / , , , , . : , . ) ( -

, /

)

(

,

. ,

/ .

,

, . , ,

. , . / , .13.

7

.

, :

13

8

-

-

-

,

2007-

-

.78

10

7.1 . , o , . . . . . : . , . . ( Enviromental design) . : , ). , ( . , . , , , , ( , ) ( ), ), . : , , , , , , ( Redising) , (styling) , , . , .

11

). : . , , ,

: , , . . , . . ,

-

, .

-

. .

-

. , . , . .

-

-

.

14

. , .

7.2. : . . , . : , . .14

.

,

,

8

-

-

-

,

2007-

.

-

158-162

12

, . 7.3 . , . , , , , ,15

:

.

7.4 : : , . . trademarks : . ( e . . 8015 16

,

,

,

. . , . , , Coca Cola,

).16

:

,

: ,

, , . 908 , . ,

, . 469-470 ,

, .2007.

-

. 174

13

,

.

, . :

1. 2. 3. ) 4. ( 5. , . : I. II.

,( ,, -( , ). ,, : , , , , , , , . ,

,

. ,

)

, .

,

, : , , . : , , , , ,17

,

, ,

.

7.51817 18

, ., 2007. .174

, ,

8

. . 175

ibidem-

14

. : 1. . 2. . 3. Displey 4. . . ,

: 1. 2. 3. 4. , , . . , . , . , : , -( ( ( ). , . , , )., ), .

8., . , , , . , . . . ,

15

8.1. : 1. . . . : ). , . . . 2. . , . . , : ,19

,

, ). , ( ). . , ). , ).

, ,

, ? , . ,

. , . , . . 3. , : ,19

,

, .

( ( . , ). . .) ,

8

-

-

-

,

2007-

.

-

. 213

16

, . 4. . ( , . 5. . . . . , . , , . ) .

,

,

9.

20

, . , , ( ). . . 9.1. : 20

, , ,

, , , , , , , , .

Myron S. Heidingsfield, Albert B. Blankenship Marketing, Barnes and Noble inc. New York, 1957, 230 255

17

, , . : , , ,21

, , ,

, ,

, .

. .

,

:22 ( , , , )

.

, . . , . , , ,21 22

. , ,

Adrian Palmer, Principles of Servicies marketing, 4 -th edition ed ,McGraw Hill, 2004 Carol H.Anderson, Julian Vicenze, Strategic Marketing Menagm ent, 2-nd ed., Houghton Miffin Company, str.273

18

.

, -

. . , . . : , , . , . , , , . , , , ,

Conclusions,The study of marketing is composed of social techniques analysis for commercial purpose and serves only to sell the product or service from the manufacturers in respect of the final market, but marketing represents a mixture of a lot more shares with connotations of functions between the company and market. Marketing intervene with an ultimate goal of acquiring and maintaining by enterprises not only through appropriate skill and interpretation of needs and market trends, but also adapt the offer in terms of product, price and services. Definnition of marketing depends on the microeconomic aspects of particular knowledge of a part of the activities in the domain of companies. While the definition of marketing from a macroeconomic point of view represents a positive management of an enterprise in relation to the external environment. In order to place a product should make a detailed analysis of the size, structure and division of the market. Moreover, economic, sociological, psychological and demographic factors influencing the behavior of consumers and customers and deciding to purchase a product. Therefore, in the process of deciding to purchase any product on the market within the scope of the service production-consumption phases represent a basic concept for making and launching a new product. In theory and practice of marketing the properties listed range of products that make their use value. As the most important and distinct marketing tool design, product quality, functionality, brand and product packaging . The theoretical and methodological debates in developed countries, prices of products and services are the centralplace of marketing. The pricing factors in this group and the gen-

19

eral price policy are : the company's marketing objectives, strategy, marketing mix, cost, product and organization. Finally, a phase which explains the distribution or activities that direct the flow of movement of goods and services from producer to consumer or user. Factors for selecting channels of distribution are essentially for consumers, territorial distribution, reasons for purchase, sales channels and competition. ,1. 2. 3. 4. 5. 6. 7. 8.

8 , 2007 Introduzione al Marketing II-Edizione Mauro Scarpellini -2005 Marketing William J.Stanton & Riccardo Varaldo - 1989 Buying globally made easier- Industry Week(2.11.1998) Myron S. Heidingsfield, Albert B. Blankenship Marketing, Barnes and Noble inc. New York, 1957, Adrian Palmer, Principles of Servicies marketing, 4-th edition ed ,McGraw Hill, 2004 Carol H.Anderson, Julian Vicenze, Strategic Marketing Menagment, 2-nd ed., Houghton Miffin Company, http://www.seomc.net/marketing/strategije/marketing-definicija/

20

21