Bozor siyosati
Annotatsiya
Maqolada bozor siyosatining nazariy asoslari, uning shakllanishiga ta'sir etuvchi omillar va zamonaviy yondashuvlari ko'rib chiqilgan. Tadqiqotda Kotler va Porterning klassik marketing kontseptsiyalari, narxning elastiklik nazariyasi va 4P marketing mix modeli tahlil qilingan. Maqolaning yangiligi shundaki, mahalliy bozor sharoitlariga moslashtirilgan korxonaning bozor siyosatini shakllantirish algoritmi taklif qilingan va segmentatsiya, narxlash, taqsimot hamda kommunikatsiya yo'nalishlari bo'yicha qaror qabul qilish matritsasi ifoda etilgan. Tahlilda raqobat strategiyalarining besh kuchlik modeli va Boston Consulting Group (BCG) matritsasi qo'llanilgan.
Kalit so'zlar: bozor siyosati, marketing strategiyasi, 4P, segmentatsiya, narx elastikligi, raqobat tahlili, Porter modeli, BCG matritsa, mahalliy bozor
##submission.citations##
1. Kotler P., Keller K. L. Marketing Management. 15th ed. — Boston: Pearson, 2016. — 832 p.
2. Porter M. E. How competitive forces shape strategy // Harvard Business Review. — 1979. — Vol. 57, No. 2. — P. 137–145.
3. McCarthy E. J. Basic Marketing: A Managerial Approach. — Homewood: Richard D. Irwin, 1960. — 770 p.
4. Booms B. H., Bitner M. J. Marketing strategies and organization structures for service firms // Marketing of Services. — Chicago: AMA, 1981. — P. 47–51.
5. Henderson B. D. The product portfolio // BCG Perspectives. — Boston: Boston Consulting Group, 1970.
6. Chaffey D., Ellis-Chadwick F. Digital Marketing: Strategy, Implementation and Practice. 7th ed. — Harlow: Pearson, 2019. — 568 p.
