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Іnformatsіyny Marketing - Єzhova LF

2.3. Marketing seredovische

Іnformatsіyne seredovische whether yakoї fіrmi Got his іnfrastrukturu, yak viznachaє іnformatsіynі zv'yazki, tipi Informácie, її Quantity, hour, Location vikoristannya in tehnologіchnomu protsesі, dzherela, ways of committing toscho Poshuk i. Otzhe, vono ob'єdnuє OAO All ob'єkti іnformatsіynogo marketing.

Marketing seredovische fіrmi ob'єdnuє vsіh sub'єktіv іnformatsіynogo marketing. Vivchennya sub'єktіv marketing seredovischa іnformatsіynoї fіrmi - realіzatsіya іnstitutsіynogo pіdhodu. Tacke seredovische mozhna rozbiti three skladovі: vnutrіshnє seredovische, mіkroseredovische that makroseredovische.

Vnutrіshnє marketing seredovische formuєtsya s usіh pіdrozdіlіv kompanії, SSMSC zbirayut i reєstruyut danі about zamovnikіv, postachalnikіv, potochnі nadhodzhennya that vitrati sirovini i materіalіv, vіdomostі about Ready produktsіyu, nayavnі zasobi virobnitstva, recruitment warehouse pratsіvnikіv, obsyagi virobnitstva, fіnansovy camp fіrmi, buhgaltersku іnformatsіyu toscho . Danі one pіdrozdіlu shaping can Buti korisnі іnshim, otzhe, dotsіlno stvoriti bazi danih to yakih matimut access usі pіdrozdіli. Cutaneous pіdrozdіl stvoryuє danih its base to yakoї mozhut uvoditi іnformatsіyu tіlki pratsіvniki tsogo pіdrozdіlu. Pratsіvniki іnshih pіdrozdіlіv toil right vikoristovuvati іnformatsіyu scho mіstitsya in tsіy bazі danih, ale stink shaping can not koriguvati її abo vvoditi nova іnformatsіyu. Tsya vnutrіshnya іnformatsіya zabezpechuє іnformatsієyu all virobnichy od otrimannya cycle of order to vipisuvannya suprovodzhuvalnoї dokumentatsії on vіdpravlennya gotovoї produktsії. On osnovі analіzu Informácie scho nadhodit s vnutrіshnogo seredovischa marketing, marketing manager s priymayut rіshennya schodo operational planuvannya that control marketing zahodіv i zabezpechuyut pіdtrimku marketing rіshen, otsіnyuyut realnі that potentsіynі mozhlivostі pіdpriєmstva.

Mіkroseredovische whether yakogo pіdpriєmstva stanovlyat postachalniki, poseredniki, Username Lost Password, competitors predstavniki sumіzhnogo bіznesu, gromadskіst.

Postachalniki - tse fіrmi, kompanії, іndivіdualnі pіdpriєmtsі scho zabezpechuyut virobnitstvo neobhіdnimi resources: іnformatsіynimi, software, tehnіchnim obladnannyam, energієyu, palivo toscho. Kerіvnitstvo guilty viznachiti, SSMSC resources dotsіlno viroblyati on fіrmі and SSMSC kupuvati, vrahovuyuchi yakіst, nadіynіst supplies garantіynі minds tsіni. Efektivnіst supply great mіroyu deposits od of naskіlki on pіdpriєmstvі zastosovuyutsya Principles of Marketing at vstanovlennі zv'yazkіv іz postachalnikami. Cutaneous FIRMA guilty prognozuvati dіyalnіst i rinkovu povedіnku svoїh postachalnikіv (їh platospromozhnіst, nadіynіst toscho).

Dwellers uniknuti zalezhnostі od monopoly dictates nevelikoї kіlkostі postachalnikіv (schodo obsyagіv supplies tsіn, minds i t. Іn.), It is possible to conduct abo Spravi s bagatma postachalnikami, abo mother dovgostrokovih partnerіv s nadіynoyu reputatsієyu, dovіrchimi vіdnosinami.

Marketingovі poseredniki - tse fіrmi, organіzatsії, okremі individuals SSMSC zabezpechuyut kompanії prosuvannya, rozpodіl i tovarіv sales at the market. Poseredniki vikonuyut takі funktsії:

• Poshuk pokuptsіv (Agency Presa, marketingovі doslіdnі fіrmi, іnformatsіynі fіrmi);
• prosuvannya product on rinok (brokers, agents, optovі that rozdrіbnі prodavtsі, transportnі that skladskі organіzatsії, mitnі fіrmi; fіnansovі poseredniki: banks, kreditnі, strahovі, ​​іnvestitsіynі kompanії, sponsors, scho fіnansuyut processes product kupіvlі-sale, taking on himself strahuvannya dogovorіv) ;
• zabezpechennya pokuptsіv neobhіdnoyu іnformatsієyu (reklamnі agency Pres agency marketingovі doslіdnі fіrmi, konsaltingovі fіrmi, іnformatsіynі fіrmi);
• zabezpechuyut kіntsevih spozhivachіv іnformatsіynimi products that Hotel in іnteraktivnomu rezhimі.

Username Lost Password - kіntseva meta kompanіy s marketing orієntatsієyu.

Іsnuє p'yat tipіv rinkіv pokuptsіv:

• spozhivchy (okremі individuals for Vlasnyi required);
• іndustrіalny (pіdpriєmstva for virobnitstva іnshoї produktsії);
• poserednitsky;
• Uriadovy (byudzhetnі organіzatsії that pіdpriєmstva for virobnitstva abo spozhivannya);
• mіzhnarodny - Username Lost Password vsіh tipіv behind a cordon.

Competitors - tse fіrmi scho funktsіonuyut on that same market analysis i namagayutsya zadovolniti require pokuptsіv svoїmi goods that Hotel, zbіlshuyuchi chastku its market analysis for rakhunok іnshih fіrm. Pong vplivayut vibіr on market analysis, marketing poserednikіv on formuvannya assortment of i for the entire range of marketing zahodіv.

Predstavniki sumіzhnogo bіznesu - fіrmi scho funktsіonuyut on іnformatsіynomu Rinku i proponuyut sumіzhnі products, SSMSC not Je sirovinoyu chi obov'yazkovim komplektuvannyam for produktsії danoї fіrmi, ale mіzh them Je tіsny phone reception on stadії vikoristannya. Pong shaping can spіvpratsyuvati on rіvnі tehnologіy obrobki Informácie i suttєvo vzaєmno vplivati ​​BIZNES on one single.

Gromadskіst - tse whether SSMSC groupies people scho viyavlyayut іnteres to dіyalnostі fіrmi abo mozhut vplinuti on neї. Їh mozhna rozdіliti three tipi:

• sub'єkti, chiї Interests zbіgayutsya s іnteresami fіrmi (fіnansovі Cola: banks, іnvestitsіynі kompanії, bіrzhovі broker vlasniki aktsіy, clubs toscho). They fіrmi roblyat vіdkritі fіnansovі rіchnі zvіti about otrimannya that rozpodіl pributku, obsyagi sale, about novі rozrobki;
• sub'єkti have positive stavlennі yakih FIRMA zatsіkavlena and stink mozhut spriyati (abo not spriyati) її uspіshnomu funktsіonuvannyu (zasobi masovoї that komertsіynoї Informácie). They stvoryuyutsya vіddіli zv'yazku Pres s the one gromadskіstyu;
• to sub'єktіv tsієї pіdgrupi mozhna vіdnesti quiet, hto viyavlyaє іnteres, ale fіrmu zovsіm not tsіkavlyat. Uryadov i zakonodavchі bodies SSMSC vplivayut on osnovnі skladovі marketing programs (normativnі product characteristics, packaging, tsіni, reklamnі zasobi) Upravlіnnya Sanitary and Epidemiological, standartizatsії that sertifіkatsії Sovereign komіtetu zv'yazku that іnformatizatsії, suspіlnі organіzatsії, SSMSC zdіysnyuyut Zahist rights pokuptsіv in vzaєmovіdnosinah іz Sellers kontrolyuyut power kredituvannya, tsіnoutvorennya, produktsії of Quality, advertisements, robochem mіsts, pratsevlashtuvannya. They іsnuyut vіddіli zv'yazkіv іz zakonodavchimi authorities s Reigning install on mіstsevomu, regіonalnomu that natsіonalnomu rіvnyah, s population suspіlnimi organіzatsіyami for them organіzuyut zustrіchі, konferentsії.

W makroseredovischa mozhna vidіliti shіst component scho vplivayut on upravlіnnya Marketing System: demografіya, ekonomіka science tehnіka i, i polіtika right sotsіalnі Zhittya minds and culture.

Demografіya vplivaє on іnformatsіynu marketing dіyalnіst fіrmi descho іnakshe nіzh marketing spozhivchih tovarіv:

• zrostannya chiselnostі population not oznachaє automaticity zbіlshennya іnformatsіynih potreb i rozvitku market analysis. Mіstkіst market analysis is the structure popitu skorіshe stale od spіvvіdnoshennya natural that mіgratsіynogo population growth;
• rozpodіl population of vіkom characteristic poznachaєtsya on market analysis іnformatsіynih produktіv i Services: dіti (komp'yuternі іgri) shkolyarі (komp'yuternі іgri, prostі programnі products, komp'yuteri, consoles, periferіynі pristroї, komp'yuternі Vidanov, navchalnі Warming Hotel Internet), the following vіkova group - spozhivachі that virobniki usіh rіznomanіtnih іnformatsіynih produktіv i poslug - descho molodsha for vіdpovіdnі groupies population in іnshih Rink (Especially virobniki);
• rozpodіl population of statte not vіdіgraє nіyakoї rolі on market analysis, tobto Absent іnformatsіynih produktіv that poslug, SSMSC b spetsіalno priznachalisya for zhіnok abo cholovіkіv (hіba scho komp'yuternі іgri that magazine), ale treba viznati scho perevazhna bіlshіst virobnikіv, poserednikіv, prodavtsіv toscho - cholovіki, bіlshіst koristuvachіv - TER cholovіki, Hoca here spіvvіdnoshennya mіzh cholovіkami that zhіnkami suttєvo Lots Other;
• sіmeyny mill Especially not Got value uniquely bіlshu role vіdіgraє dohіd;
• teritorіalny rozpodіl i mіgratsіya population tіsno pov'yazanі s іnformatsіynoyu dіyalnіstyu that іnformatsіynim marketing, to scho rinok іnformatsіyny ohoplyuє zdebіlshogo mіske population, and the population does not peremіschennya vіdіgraє znachnoї rolі (not vrahovuyuchi emіgratsії virobnikіv іnformatsіynih produktіv abo їh pratsі on zarubіzhnі fіrmi, posture vіtchiznyanim іnformatsіynim Rink ).

Ekonomіka Je vazhlivim component makroseredovischa. On the marketing of acceptance rіshen vplivaє Quantity pokuptsіv uzagalі and takozh їh kupіvelna spromozhnіst, yak deposits od Pay pratsі, Oscillations tsіn, zaoschadzhen population that kredituvannya minds. Zmіna whether yakogo s Tsikh pokaznikіv bezumovno vіdbivaєtsya іnformatsіynomu on market analysis. Slіd zauvazhiti, scho to pokuptsіv on іnformatsіynomu Rinku nalezhat sіm'ї, dohіd yakih perevischuє dostatno Visokiy rіven. Pіdvischennya rіvnya Zhittya that usvіdomlennya neobhіdnostі іnformatsіynih tovarіv spriyatime zrostannyu popitu them.

Nauka i tehnіka vplivayut on tehnologіyu virobnitstva, zv'yazku, tehnologіyu bіznesu, upravlіnnya. Komp'yuternі tehnologії - naybіlsh naukomіstke virobnitstvo. Cutaneous basis vіdkrittya in tsіy that sumіzhnih s her Galuzo Mauger sprichiniti novі eg in її rozvitku. When tsomu not tіlki vinikayut novі Vidi virobnitstva that the Branch, ale th lіkvіduyutsya starі. Thus, the transistor vitisnuli elektronnі Lampi, їh in his Cherga vitisnuli pay, Crystal. Postіyno vdoskonalyuyutsya zchituvalnі, drukuvalnі that INSHI periferіynі pristroї. Contagion is simply nemozhlivo navіt perelіchiti OAO All mozhlivostі Komp'yuterniy tehnologіy, vikoristovuvanih in vsіh without vinyatku Galuzo lyudskoї dіyalnostі that povsyakdennomu zhittі.

Zakoni rozvitku science i tehnіki Je zagalnimi for vsіh Powers Square od of hto kompensuє ekonomіchnі that sotsіalnі vitrati at perehodі on printsipovo novі produkti i Hotel. Marketing services skin pіdpriєmstva blame for stezhiti zmіnami rozvitku in science i tehnіki, SSMSC mozhut prizvesti to znizhennya (abo zniknennya) popitu on yogo produktsіyu.

Bіlshіst great zarubіzhnih fіrm toil NAUKOVO-doslіdnі pіdrozdіli scho zaymayutsya not tіlki rozroblennyam novih іnformatsіynih (i neіnformatsіynih) tovarіv, ale th uvazhno stezhat novelties access in all sumіzhnih Galuzo on vsіh sumіzhnih Rink for novimi tehnologіyami s metoyu svoєchasnogo vikoristannya їh. Pіdpriєmstva scho toil marketing orієntatsіyu, dotrimuyutsya standartіv of Quality, advanced tehnologіy virobnitstva, neobhіdnih ekonomіchnih rules mozhut rozrahovuvati on Dovgy protsvіtannya.

Polіtika i right toil great vpliv on marketing dіyalnіst. In rozvinutih kraїnah Reigning regulyuvannya ekonomіchnoї dіyalnostі Got to metі: Zahist fіrmi od illegally Act reasonably konkurentіv; Zahist spozhivachіv od svavіllya virobnikіv; Zahist іnteresіv suspіlstva od mozhlivih naslіdkіv bezvіdpovіdalnostі pіdpriєmnitskoї dіyalnostі.

Fahіvets s good marketing responsible nobility i vikoristovuvati position of the main zakonіv i zakonodavchih aktіv scho stosuyutsya іnteresіv pіdpriєmstva, spozhivachіv i suspіlstva in tsіlomu. Zagalna polіtichna situatsіya Mauger suttєvo vplivati ​​on marketing rіshen of acceptance.

Sotsіalnі factor not less then vplivayut on rinkovu situatsіyu i povinnі vrahovuvatisya pid hour rozroblennya strategії i marketing tactics on whether Money Does rіvnі. Napriklad, Gone in schools universities i novih i planіv The Teaching program, distsiplіn i spetsіalnostey vimagaє mittєvoї vіdpovіdnoї marketingovoї reaktsії vsіh zatsіkavlenih of companies, vіdomstv, fіrm i okremih fahіvtsіv-pіdpriєmtsіv schodo zabezpechennya іnformatsіynoї, tehnіchnoї, organіzatsіynoї, naukovoї, fіnansovoї, kadrovoї pіdtrimki.

Sotsіalna sphere regulyuєtsya i fіnansuєtsya to the major powers, won vplivaє on rozvitok Rinku bezposeredno yak, so i oposeredkovano, zumovlyuyuchi nova situatsіyu spozhivchomu on market analysis. Tse of I Got vrahovuvatisya strategієyu zatsіkavlenih marketing structures.

Culture suttєvo vplivaє on marketing dіyalnіst. Її mozhna viznachiti yak іstorichno obumovleny rіven rozvitku suspіlstva, yogo CREATIVE potentsіalu i spromozhnostі Helsinki Human realіzuvati his organіzatsії Zhittya dіyalnostі i have suspіlstvі. Rіven rozvitku culture bagato in chomu viznachaєtsya rіvnem ekonomіchnogo rozvitku lyudstva, Kraina, regіonu.

People who live on the scho odnіy teritorії, mozhut ob'єdnuvatisya rіznі culture, rіznі іstorichnі traditsії, zvichki, zasobi Zhittya. Great role here vіdіgraє nalezhnіst to Pevnyi class, profesії, sіmeynogo tenor. Іsnuє ob'єktivny phone reception mіzh rozvitkom culture i pіdvischennyam popitu on її materіalnі nosії - pobutovu tehnіku, muzichnі іnstrumenti, radіo-, vіdeoaparaturu, іgrovі that INSHI consoles, mіkrokalkulyatori, kіnoustanovki, studії records, vіdeomontazhne ustatkuvannya, pobutovі komp'yuteri s rіznomanіtnoyu periferієyu, elektronnі іgrashki toscho. For such minds zmіnyuєtsya povedіnka people at the market tovarіv i poslug, pіdvischuyutsya їhnі vimogi up of Quality tovarіv i poslug, їh design, advertisements, z'yavlyayutsya novі modelі i zasobi spіlkuvannya mіzh people.

Cutaneous pіdpriєmstvo guilty nobility yaky on rіven culture pokuptsya orієntuєtsya yogo virobnitstvo, yakoyu mіroyu stvoryuvany These goods vіdpovіdaє Pevnyi rіvnyu culture of the population. For tsogo neobhіdnі spetsіalnі doslіdzhennya i vіdpovіdna segmentatsіya market analysis.

Renaissance natsіonalnoї samosvіdomostі - processes thin i delіkatny. For Ukraine ninі tse true, Ale scho specific to potrіbno tsogo Robit yak pozbavitisya od provіntsіalіzmu i nablizitisya to svіtovoї tsivіlіzatsії - virіshiti easy.

Obviously, scho cultural Renaissance of Ukraine nemozhlive without rozshirennya real vikoristannya Ukrainian Language in povsyakdennomu zhittі. Bezumovno, zasobi komp'yuternoї obrobki tekstіv suttєvo polіpshili used mill ref. Vikoristannya їh at whether the Branch gave yakіy b zmogu standartizuvati її termіnologіyu. However navіt porіvnyano s PP scho orієntuvalisya on obrobku rosіyskomovnih tekstіv, neobhіdnih program Duzhe little. A potrіbna Hoca used alone, zdatna become the standard. Blizkі to tsogo - KEYRUS driver for MS-DOS (. Gurtyak m Donetsk) ParaWin driver for MS Windows (moskovskoї fіrmi ParaGraph), resident vocabulary Easy Ukrainian (. Ukrainian SoftWare Development Group, m Lviv), editor tekstіv "Ruta" ( "MT", m. Kyiv) perevіrka ukrajins'koho pravopisu for the Windows, vbudovana in dodatki. Pokey scho tse -krasche PP.