Philip Ktler
Northvestern University
Marketing Essentials
. .
. .
1991
65.9 (7)
73
: .. , ..
0607000000-355
.
65.9(7)
"
"" "
1984 by Prentice-Hall, Inc., Englewood Cliffs, NJ 07632
ISBN-0-13-557232-0 , , , 1990
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? . : -. , 1974 . , , . , , , . , : (1982) : (1988). . , . , , ,
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, . ! - ( ) . , , , . . , , . (, ?)
, , . - . - , , , [3]. , , , . , - , . , , . , , . ( 50- ). , ,
. , , : , , , , , , , . , , , . , , , ... . [4]. 70- , .
. , , . , , ( ) . : , , . , , , . , , , , . , , , , . , , . - .
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, . , , , . , : ? ( !) , . , . : 1) , 2) , 3) 4) . , , , , , - .
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. , , , ( ). . , , . , , , , . , , , . , . . , . ( . ..) , , , ,
, , , . . 16 , , , , , . , . , . , . () , , , . , (, , ), , , , .
(. . 1). 798 , . , 52 93% . ( 93%), (92%) (89%). (54%) .
, . (85%), (84%). (75%), 60% . . 10 , . , , , , ( 80% ). , , , .
, , , . , , . , . (, ) , , . . , , , . . , , . , ... , . . , , , ,
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, , . . , , -
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-, . , . , , . , . [5], : , , , . . , , . , , , . , , , . -. ( , ),
, ,
, . , , , , , . , . , , . . , , , , , , . , , . : 1) , 2) , 3) ,
4) , 5) , 6) , 7) -. , : , . , , , , . , , . . ( ) ( ). , , , . : (
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. , ( ) , . , , : 1)
2) , , , . (, , , ), . , , , . , , . , , , , , . , , , . , , . ,
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). , ( , , . .) . , , , , . , , , . . , , , , , , . ., , . . . , .
, , , . ... , , , . () (
- ), , , (. . 73) , . : , , () . , . . , . , , . , ( ). , , . .
. . , . ( , , , .) , , . , -. , . . , . . - . , , . , , , , . , , .
, (, , - ). :
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.), , , , . ( , ). , . , . -, ; -, , , ; -, , . , , , . , , ( ) ,
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.
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), ( , ), , , . , , , , : , ? , , . , , . - , , . , .
, , . , ! . , , , . , , , . , , , , . . , . , . : . . ( . . .) ,
, , [6]. . , , . , , ! , , . , , , , . , , . , , , . , , , . , ( )
. : , , . . , , - , - - . , , (. . ), , , .
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.
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; ; , ; , . , , . . , . , . . . , . , : --; - -; ; - , ; ; .. - . .
. . ,
, . . , . .
, . : . . . , . , . , , . . .
. . . , . . . . , , , .
: , 1980 . , , .[1] [2] [3]
.: . . . ., . 2. . 89. .. .
25 1987 . //. 1987. 10. . 30. .., .., .. . . .: . 1976. .
218.[4]
, , ( ), , .[5] [6]
, 2 1989 .
1 :
, : 1. . 2. . 3. , , . 4. , .
. , , . , , , , . . -, . - , . , , ,
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, . -, , . , , : . , 1.
, . , , .. , , . : , .
: , , , , , 2.
, , . : -. . , , ; , ; . -, . , . , . : , , .
. , . , . , -. , , .
. , , . . , , . . , . . , , . , , ( ), ().
, . , . , . . 70- 200 . 67 . , 250 . , 5 . , 133 . - 20 . . 150
. . , 4 . . . , 1,5 . . , . . . , , . . . , , , , , 3. , , , , , .
, , .
, . : , , , . , . , , . , , , , .. . , , , , , .
. 1.
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. 2.
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, , , , . , , , , . , , . .
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, , . . . : 1. . 2. -, . 3. . 4. . 5. . . , . , , ( ), , .
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1. -
. , . , , , , , . . . 200 800 . . , , , . , , . , . . - 62 . ,
25- , : : 300 . . . , , , , , . , .
. . , : , , . . 3 . , . , , , , , , , . ,
. 3.
. , , . , ( ), . , , - , . , . , , , , . , - . , - 4. ( - . 12.)
. - , . , , . - , , . , , . . , , , , . , , .
, , . - , . , . , , . . , , , , , , , , . . , , , , , , . , , .
, , . . , . , . 50- , , . , .
, , . , . : , , , , , , , , . .
, , , . . , , . , , . , . . , . (. 2). , , / . , , , , . ( . 2
.)
2. , 1. . , , . , , . . , , . 2. . . , , . . 3. . ,
. , . , . 4. . . , . , , . . 5. . , , . . , . , , . , . 6. . , .
, . , , . 7. . , . , , . , , . , , , . , . , . 8. . , , . , , , , ,
, . - , ,
.
. . ? , ? . , - . , : , , , - . , 50 . , .
, . , , , , . . . . , . , . , , . (), , . , . , , .
, 5. . , . , .
, . , , , , , . , , , 6. . , . , - , . , , , , , , , , . . , 7.
, , , , , . , , , . , , .
.
, , . , .. , , , , . . , . , . , , , . , . , , , . 8. . 9. , , ,
, . , , . , , .
. , , , . , , ,
, , , , - ( ), ( ). . . : , , , . . . : , . , , , , , 10. . 4. ,
. . , . , , . . , , . . , - , , (. 3). , , , , 11. , , . , , - , ,
, , 12. , , , , .
. 4.
3. ( , ) . 28 40 . ! 5500 (1100 ), 18% , (5,7%), (5,5) (4,1%). .
, , . .
, , , , . 1955 . , 52- , , . , 2,7 . . . 150 . . 20 . 10- -- . ,
. : , , . , , , . , , . . , . . , , . . . , , , , , , .
- - - .
- , , ( ) . - , , , 13. , , , ? . - . , , . : 1. - . 2. - . 3. ,
, , , . 4. , , , - , . 5. , -, , . 6. , . . 17 , 17 , . , , . (
14.
(. . 5). . , . . - : , . .
, ; , , . , . .
( )
( )
()
. 5. , -
. . . : ?
- ? ? , ?
? , . , . . , . , : ?
? ? ? ? , ,
? . , , , . . , , . , , : ?
? ,
?
? , ,
? , . , , . , . , , , , . : 6000 , , . , , , , , , - 15. , ? , ,
, , , - , . . . , , , , , 16. : .
. , , 17. .
. , , . . , 18. ? , . . , , , . , - , . , . , , , , . , , . .
70- . , . , , , 25% , . - , (, ). : ? : ; ; ; .
, , , . : "" , , , , . , , , . . , . : .
, , . - , . , . , , . -, , , , , . -, , , , - , , . , , , .
, . , . , ,
. , . -, , . . -, . -, . . , . , . , , .
, . : 1) , , , , 2) 3) . , , . , , , , .
, . .
. , , ,
- . , , , . , , , , . , . : , , , , . , , , . , , . , , . , , ,
-, . , , . . -, .
, . , , , , , 19. . : ? ? ? - ? . , , , , , . 20. . .
, , , . : 1965 . - , 170 ; 8 . . , 83 . ., 21. . 300 . , . ,
14001500 . 1966 . 55% 35 . 1976 . 39% , , . . , , , . , , - , . . .
. , . , , v - , , , . . . , . , .
. , , . , , , , , . , , , , , . -. , . : , , , , , . , , , , . ,
, , . . , , , , , . , , , . , , . , . . , , . , , , , . , , -
. , , , .
1. , , , , , , , . ? . 2. ? : ? 3. , . , , . 4. , . ? 5. . ? 6.
: ? . 7. - ? 8. ? - , ? ? 9. ? .
, 1
, . , , . , , , . , , , , . , , , , , . - , , , , . , . -. - . ,
. . , , . ,
, , . - . , , , , . , , , / .
2 , : 1. , . 2. , . 3. : , , . 4. .
1970 . . , , . 4%, , , - , 10% , . , . , , - . 1981 . 22% , -
29%
8%- . ? , , , . , . , , , , . " , , - . , -. . , , . , , 80% 30%
. , 6- ( , ), . , , , . : , . . . , , , 12 ( 0,35 ) . - 7 ( 0,21 ),
. 1975 . 1900 . , , . - . , , ,
. , , , , . . . , -, . , . ,
