1 Conference Proceedings International Conference on Marketing (ICM 2015) Management Development Institute of Singapore in Tashkent November 18 th – 19 th , 2015 Материалы Конференции Международная Конференция по Маркетингу Сингапурский Институт Развития Менеджмента в г. Ташкент 18-19 ноября, 2015 г. Анжуман маърузалари тўплами Маркетинг Халқаро Конференцияси Тошкент шаҳридаги Сингапур менежментни ривожлантириш институти 2015 йил 18-19 ноябр
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1
Conference Proceedings
International Conference on Marketing
(ICM 2015) Management Development Institute of Singapore in Tashkent
November 18th
– 19th
, 2015
Материалы Конференции
Международная Конференция по
Маркетингу
Сингапурский Институт Развития Менеджмента в г. Ташкент
18-19 ноября, 2015 г.
Анжуман маърузалари тўплами
Маркетинг Халқаро Конференцияси
Тошкент шаҳридаги Сингапур менежментни ривожлантириш институти
2015 йил 18-19 ноябр
2
УДК 339.138
ББК 65.290-2
С74
Conference Proceedings: International Conference on Marketing (ICM 2015):
Tashkent: Management Development Institute of Singapore in Tashkent, 2016. – 184 pages.
ББК 65.290-2
Editing: Dr. Francisco T. Roma, Asror Nigmonov, Viktoriya Kulik, Sevara Siradjeva
This proceedings can be freely used and copied for non-commercial purposes, provided that the
source is acknowledged.
For ordering additional copies of the publication, please contact [email protected]
Electronic version of this report is available through www.mdis.uz/conference
© Management Development Institute of Singapore in Tashkent, 2016
ISBN - 978-9943-11-251-3
3
CONTENT
BACKGROUND TO THE CONFERENCE ................................................................................... 6
CONFERENCE ORGANISING COMMITTEES .......................................................................... 7
1. Brands and Brand Equity ............................................................................................................. 8
WHAT MAKES A BRAND SO GREAT? .......................................................................................
Anastasiya CHUDAEVA ................................................................................................................ 8
НАЦИОНАЛЬНЫЙ БРЕНДИНГ ...................................................................................................
Shamsiddin TUROBOV ................................................................................................................ 12
BRANDING: A BRIEF STORY .......................................................................................................
Jamoliddin MUKHTOROV .......................................................................................................... 16
ЭКСПОРТНЫЙ МАРКЕТИНГ ......................................................................................................
Пазлиддин ХАШИМОВ, Носиржон АБДУРАХМОНОВ ....................................................... 18
2. New Product Development ........................................................................................................ 21
NEW PRODUCT DEVELOPMENT: ORCHESTRATING A BETTER VISION THROUGH
BEST PRACTICES ...........................................................................................................................
Sitora INOYATOVA ..................................................................................................................... 21
РОЛЬ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ В ТУРИСТИЧЕСКОЙ ИНДУСТРИИ. .....................
Татьяна КИМ ............................................................................................................................... 27
ҚИШЛОҚ ХЎЖАЛИГИ МАҲСУЛОТЛАРИНИНГ ЭКСПОРТ САЛОҲИЯТИНИ ЯНАДА
РИВОЖЛАНТИРИШ – ДАВР ТАЛАБИ. .....................................................................................
Самаджон МАМУРОВ ................................................................................................................ 30
MARKETING OF TOURIST COMPANIES IN UZBEKISTAN ....................................................
Abbas SHERMUKHAMEDOV, Guzal ABIROVA ..................................................................... 33
РЫНОК СИСТЕМЫ ВОЗОБНОВЛЯЕМЫХ ИСТОЧНИКОВ ЭНЕРГИИ В
ДЖИЗАКСКОЙ ОБЛАСТИ ...........................................................................................................
Мухутдин АНАРБОЕВ, Эмиль МУРТАЗИН, Лазиз БАРАТОВ ............................................ 36
SANOAT TARMOQLARIDA INNOVATSION MARKETING TIZIMINI
RIVOJLANTIRISHNING O’ZIGA XOS O’RNI VA AHAMIYATI, YAPONIYA TAJRIBASI
MISOLIDA ........................................................................................................................................
Anasxon IGAMOV ....................................................................................................................... 40
ҚИШЛОҚ ХЎЖАЛИГИДА КООПЕРАЦИЯ МУНОСАБАТЛАРИНИНГ ЯНГИ
МАҲСУЛОТ ЕТИШТИРИШДАГИ ЎРНИ ВА УНИНГ МАҲСУЛОТ БЕЛГИСИНИ
ШАЛИЛЛАНТИРИШДАГИ РОЛИ .............................................................................................
Аслиддин АБДУЛЛАЕВ, Сухроб ДАВЛАТОВ ....................................................................... 44
BOZORDA YANGI TOVARGA BO`LGAN TALABNI SHAKLLANTIRISH VA SOTUVNI
RAG`BATLANTIRISH YO`LLARI ................................................................................................
Shahlo BOBOKULOVA ............................................................................................................... 50
КОНЦЕПЦИЯ ПРОМЫШЛЕННОГО МАРКЕТИНГА ...............................................................
Улугбек Элмонов, Замира МУСАЕВА ...................................................................................... 53
СТРАТЕГИЯ ПРОМЫШЛЕННОГО МАРКЕТИНГА .................................................................
4
Замира МУСАЕВА ..........................................................................................................................
3. Customer Relationship Management......................................................................................... 59
VALUE BASED BELIEFS AND ORGANIC FOOD CONSUMPTION BEHAVIOUR
PATTERNS: A COMPARISON BETWEEN VEGETARIANS AND HALAL FOOD
CONSUMERS IN KLANG VALLEY, MALAYSIA ......................................................................
Beng Hian LUA ............................................................................................................................. 59
IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE CORPORATE
BOTTOM LINE ................................................................................................................................
Bakhtier TUKHTAEV ................................................................................................................... 66
ОРГАНИЗАЦИЯ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ В АО «СТРАХОВАЯ
КОМПАНИЯ КАФОЛАТ» .............................................................................................................
Нилуфар БАХАДИРХАНОВА ................................................................................................... 71
MARKETINGDA NARX SIYOSATINI O`TKAZISHNING AHAMIYATI .................................
Hilola ANDAKULOVA ................................................................................................................ 75
GLOBALLASHUV SHAROITIDA TOVARGA TALABNI SHAKLLANTIRISH VA
SOTUVNI RAG’BATLANTIRISH USLUBLARI ..........................................................................
Jasur HIMMATOV ....................................................................................................................... 78
MAMALAKATIMIZ KICHIK BIZNES KORXONALARI EKSPORTINI
RIVOJLANTIRISHDA MARKETING AXBOROT TIZIMINI TAKOMILLASHTIRISH
MASALALARI .................................................................................................................................
Ahmad SOLIYEV ......................................................................................................................... 81
ТАДБИРКОРЛИКНИ РИВОЖЛАНТИРИШДА РАҚОБАТ ВА НАРХ ШАКЛЛАРИНИНГ
МУҲИМ МАСАЛАЛАРИ ..............................................................................................................
Соҳибжон ТЎРАБЕКОВ ............................................................................................................. 85
ПОКУПАТЕЛЬСКОЕ ПОВЕДЕНИЕ ОРГАНИЗАЦИИ И ИНДИВИДА ..................................
Марина ЦОЙ, Сахобат БОЗОРОВА .......................................................................................... 89
TRADITIONAL TO MODERN BANKING: PECULIARITIES OF ADOPTING CUSTOMER-
ORIENTED STRATEGIES IN UZBEKISTAN...............................................................................
Indira MAMBETKARIMOVA, .................................................................................................... 92
EFFICIENCY BY IMPROVED CUSTOMER RELATIONSHIP MANAGEMENT .....................
Anisa ALIEVA ............................................................................................................................ 106
4. Integrated Marketing Communication Strategies .................................................................... 110
AN APPLICATION OF MARKETING CONCEPTS IN THE MAINSTREAMING OF NICHE
PRODUCTS: A CASE OF HEARING PRODUCTS .......................................................................
Sirojiddin ORIFOV ..................................................................................................................... 110
СОЦИАЛЬНЫЙ МАРКЕТИНГ - ВОЗМОЖНОСТЬ РЕШЕНИЯ СОЦИАЛЬНЫХ ЗАДАЧ .
Марина АБДУРАШИДОВА ..................................................................................................... 114
THE DYNAMIC NATURE OF “CONSUMER AND ENVIRONMENT”. A MARKETING
APPROACH FOR UZBEKISTAN ...................................................................................................
Tsontos KONSTANTINOS ......................................................................................................... 120
INTEGRATED MARKETING COMMUNICATIONS: SOCIAL NETWORK .............................
5
Miraziz MIRKOLMILOV ........................................................................................................... 131
IJTIMOIY MEDIA MARKETING IMKONIYATLARIDAN FOYDALANISHNING
AFZALLIKLARI ..............................................................................................................................
Ortikjon XURRAMOV, Javlon TOXIROV, Qudrat DILMONOV ............................................ 135
PROMOTION STRATEGIES: GLOBAL PERSPECTIVE FOR UZBEKISTAN ..........................
Feruza LATIPOVA ..................................................................................................................... 140
SUPPLY AND DEMAND FOR SOCIAL MEDIA MARKETING SPECIALISTS IN
TASHKENT ......................................................................................................................................
Viktoriya KULIK ........................................................................................................................ 144
5. Marketing Research Strategy................................................................................................... 149
THE IMPORTANCE OF COUNTRY-OF-ORIGIN INFORMATION AND PERCEIVED
PRODUCT QUALITY IN UZBEKISTAN: A LONGITUDINAL STUDY ....................................
Farhod KARIMOV, Begzod NISHANOV, Diana KOLUSHEVA ............................................. 149
CHALLENGES OF MARKETING PERFORMANCE MEASUREMENT ....................................
Nozima MAKHMUDOVA ......................................................................................................... 153
ВНУТРИКОРПОРАТИВНАЯ МАРКЕТИНГОВАЯ МОДЕЛЬ УПРАВЛЕНИЯ
КАЧЕСТВОМ ВЫСШЕГО ОБРАЗОВАНИЯ ..............................................................................
Сухроб ДАВЛАТОВ, Аслиддин АБДУЛЛАЕВ ..................................................................... 159
МАРКЕТИНГОВОЕ ИССЛЕДОВАНИЕ РЫНКА СЕЛЬСКОХОЗЯЙСТВЕННОЙ
ПРОДУКЦИИ И ЕГО СЕГМЕНТАЦИЯ .......................................................................................
Алиева Н., Турсунова Р., Мавлонова Х.* ................................................................................ 167
SANOAT MARKETINGIDA AXBOROT-TEXNOLOGIYALARI ...............................................
Lazizbek ABDUSALIMOV, Farmonqul EGAMBERDIYEV ................................................... 171
MARKETING RESEARCH AS A TOOL FOR BUSINESS DEVELOPMENT ............................
Rukhsora YORIKULOVA .......................................................................................................... 173
МАҲСУЛОТЛАРГА БЎЛГАН ТАЛАБНИ ҚИСҚА МУДДАТГА ПРОГНОЗЛАШТИРИШ .
Руслан АБДУЛЛАЕВ ................................................................................................................ 177
НЕКОТОРЫЕ АСПЕКТЫ ОБСЛЕДОВАНИЯ ПОТРЕБИТЕЛЬСКОГО РЫНКА
ГОСКОМСТАТОМ .........................................................................................................................
СИДДИКОВ Алишер ................................................................................................................ 181
6
BACKGROUND TO THE CONFERENCE
Marketing is essential part of business strategy in every stage of the enterprise. Whether you plan
to initiate a new startup, expand your market or change your business strategy in the market with
tight competition, marketing tools would need to be employed. In the private sector of
Uzbekistan there is a growing number of SMEs that adopt and tailor marketing strategies to
increase sales, develop competitive advantage, target new regional and international markets,
and improve customer service
In this respect, MDIS Tashkent invited interested parties: business representatives, academicians,
students and other parties to participate in the Conference held on November 18th
– 19th
, 2015.
At the conference, the following guiding topics were discussed:
1. Brands and Brand Equity;
2. New Product Development;
3. Customer Relationships Management;
4. Integrated Marketing Communication Strategies;
5. Marketing Research Strategy
During the conference, academia and business representatives delivered, and at the same time,
gained valuable knowledge by sharing their findings with the invited guests, faculty members
and fellow students. Through the exchange of ideas and feedback received, participants would
improve their research work and might possibly publish their work in international journals.
Moreover, the event provided students with the opportunity to present their research work in a
real conference setting and granted them the chance to gain experience in a professional
environment.
These proceedings present the papers selected, which were reviewed by the Conference Expert
Group among the submissions by students, academia and practitioners from Uzbekistan, and
abroad.
7
CONFERENCE ORGANISING COMMITTEES
Organisation Committee
1. Dr. Jasur Salikhov, Rector MDIS Tashkent (Chair)
2. Mr. Venkatesh Naganathan, Dean MDIS Tashkent
3. Ms. Victoriya Tursunova, General Manager MDIS Tashkent
4. Mrs. Dildora Ishankhodjaeva Senior Manager MDIS Tashkent
5. Ms. Umida Narimanova, Senior Manager MDIS Tashkent
6. Mr. Nosirjon Sobirov, Senior Manager MDIS Tashkent
Conference Working Group
1. Mr. Asror Nigmonov, Manager Research and Consultancy Centre MDIS Tashkent
2. Ms Viktoriya Kulik, Assistant Manager Research and Consultancy Centre MDIS Tashkent
3. Mrs. Sevara Siradjeva, Senior Manager Assistant International Education Management
Department MDIS Tashkent.
4. Mrs. Munojat Isomidinova, Manager Student Services Unit MDIS Tashkent
5. Mr. Ramziddin Artikov, Head of IT Department MDIS Tashkent
Expert Group
1. Dr. Francisco T. Roma
2. Mr. Asror Nigmonov
3. Ms. Viktroiya Kulik
4. Mrs. Sevara Siradjeva
5. Mr Lua Hian Beng
6. Ms. Shafieh Dorry
7. Mr. Tsontos Konstantinos
MDIS Tashkent Student Support Team
Abdulsatarov Azimkhan
Fakhriddinova Shakhnozakhon
Ibraymov Usman
Kim Yuliya
Kurbonova Dilafruz
Abdullaeva Shirin
Yusupbaev Nodirbek
Ruzmetova Nafisa
Nuritdinov Sharafiddin
Yadgarova Sarvinoz
Khushvaktova Sunbula
Matrasulova Malika
Asliev Jasur
Shaxzeb Mukhammad
Asilova Shirin
Ortikova Nigina
8
Sharofiddinov Jamoliddin
Sofiev Ibrokhimjon
Sabirov Shukhrat
1. Brands and Brand Equity
WHAT MAKES A BRAND SO GREAT?
Anastasiya CHUDAEVA1
“A brand for a company is like reputation for a person. You earn reputation by trying to do
hard things well.”-Jeff Bezos
1. Introduction
We all live in a branded world, make product decisions every day and have inclination to several
products with trademarks. In our immense, full of products and services world, - brands help to
stereotype choice of goods and make quicker decisions. Thus, trademarks are very essential -
they navigate consumers through a marketplace and act as identification tool for buyers.
Nevertheless, brand is a business buzzword and considered quite recent development, it has a
rich history. The trademarks appeared on pottery in ancient Egypt and on almost everything
(from loaves of bread to silver) in the medieval age. However, only since 19th
century it took
significant marketing role. When the manufacturing breakthrough caused mass production
vendors had to sell their products to different markets. Thus, in order to promote their goods
outside area - they created brands representing quality, honesty and distinction. After 200 years
the branding purpose is the same: to build, maintain and protect assertive image, high awareness
and product preference in buyer’s mind.
1. Definitions
So, what is brand? “Brands are promises that consumers believe in” (Chiaravalle and Schenck,
2007). And according to Philip Kotler, “Brand is the name, design, symbol, mark, sentence or
combination of these items that assist companies in distinguishing their goods or services from
other products in the market”. To illustrate, Coca-Cola has its own design, sentence, logo, mark
which consumers are aware of. And precisely these differentiate Coca-Cola from Pepsi-Cola and
other soft drinks producers.
1 Chudaeva Anastasiya, BA (Hons) in Business and Marketing Management, Year 2 (University of Sunderland),
Management Development Institute of Singapore in Tashkent
9
Brand Equity is defined as the consumers’ valuation of the trademark. Though, brand equity can
be both positive and negative. The positive one makes people to buy branded, expensive product
and ignore its cheaper unbranded replica. For instance, brands with positive equity like Apple,
IBM and Microsoft possess competitive advantages due to it. Following this, by being valued
and preferred by consumers firms get higher profit margins, higher sales and owner value.
Consequently, customers are getting loyal to this brand and willing to pay more money, while
brand owners attract and retain new buyers easier. Hereby, brands are able to create customer’s
emotional attachments and trust. Conversely, brands with negative equity can be better off
without trademark at all. To illustrate, Skoda in nineties couldn’t get British consumers: two-
thirds of them were not considering buying anything with this logo.
2. Strong Brands building
Building a brand is like building a house. It’s important to start from strong foundation.
How to build strong brands? Firstly, brand should be positioned. Secondly, name of the brand
need to be selected and protected. Then the form of sponsorship should be chosen and lastly the
trademark must be developed.
I. A trademark is positioned by describing benefits and values it brings to customers. To
illustrate, BMW promises the “Ultimate Driving Machine” and they aim to produce
elegant and most efficient vehicles”.
II. The name should be associated with qualities and benefits of a product. As well as
translated into foreign languages easily and without embarrassments.
III. Products can be established as a national brand, private brand, licenses brand and co-
brand.
I. Brand positioning
II. Brand name
selection
III. Brand sponsorship
IV. Brand development
10
IV. Developing brands include: brand extension, multi-brands, new brands and line
extension.
Additionally, brand management is an essential part of trademark building. In our fast-paced
world with constantly changing marketing environment – shift in competitive strategies, buyers’
behavior, technologies and government regulations have a profound impact on brand fortunes.
Therefore, effective brand management is important for maintaining and enhancing the brand
equity in this turbulent environment.
3. The purpose of building brands.
Why should company create a brand? As Kotler once said, if it is not a brand it is a commodity.
Thus, commodities are products that are indistinguishable from each other: they seemingly serve
the same need, resolve the same problem and bring the same values and benefits. Inversely,
brands possess consumers’ awareness in the marketplace and are differentiated from
commodities by special characteristics. Obviously, brands open a window opportunities to
owners: unlock profitability, build name awareness, prompt consumer selection and increase the
probability of business survival. As well as, brand owners strive to bring the best value to
customers in order to live up to their reputation.
4. Branding in Uzbekistan (Overview)
There are many brands in our country. They include Artel, beeline Uzbekistan, Uz-Daewoo, LG
Uzbekistan, Samsung Mobile Uzbekistan and etc. These brands are widely sold and known not
only in our country but also abroad.
Uz-Daewoo was founded in 1992 when Uzbek Company
“UzAutoSonat” collaborated with Daewoo – South Korean
corporation. After Daewoo bankruptcy Uz-daewoo bought
the share of South Korean company in 2005. And in 2002,
American General Motors acquired control packet of shares.
Following this, government of Uzbekistan signed strategic
partnership with GM DAT (GM Daewoo Automotive and
Technology) to produce and modernize Nexia and Matiz together
and manufacture new models.
Additionally, the company Artel (household appliances, tablets
and mobiles producer) was opened in 2011. Artel has strategic
11
cooperation with Samsung(Korea), Medea(China) and Gloria (Turkey). It’s a successful project
and Artel manufactures appliances of high qulity.
7. Conclusion
To sum up, brand is an important part of our lives. Nowadays, we can’t imagine world without
trademarks. They help us to choose from the immense goods and services by giving information
about the products and their features. Additionally, popular brands are giving us confidence in
our consumer choices and provide us not only with needed products but also with precious
experience.
References
1. Chiaravalle, B. and Schenck, B. (2007). Branding for dummies. Indianapolis, IN: Wiley
Pub., Inc.
2. Investopedia, (2004).Brand Definition | Investopedia. [online] Available at:
http://www.investopedia.com/terms/b/brand.asp [Accessed 8 Nov. 2015].
3. Kapferer, J. (2008). The new strategic brand management. London: Kogan Page.
4. Kotler, P. and Armstrong, G. (2006). Principles of marketing. Upper Saddle River, N.J.:
Pearson Prentice Hall.
5. Mallik, S. (2009). Brand management. Jaipur, India: Book Enclave.
12
НАЦИОНАЛЬНЫЙ БРЕНДИНГ
Shamsiddin TUROBOV
Национальный брендинг – это мощнейшее и очень актуальное на сегодняшний день
направление в маркетинге. Её охват начинается от маленьких городов и селений, и
заканчивается целыми континентами. В этой статье я подробно опишу все аспекты этого
нового, но в тоже время уже популярного учения в экономике, и буду использовать
Узбекистан в качестве примера.
Понятие «национальный брендинг» появилось в конце 90-х годов 20 века в британском
журнале «Управления Брендом», предложенное известным политическим советником
Саймоном Анхольтом. С этого момента зародилось новое направление в экономической
науке, повлекшее за собой огромное количество специалистов в области бренд-
маркетинга, для которых открылись новые горизонты для самореализации и продвижения
этого направления. В наши дни данный вид маркетинга стал как никогда актуальным.
Так почему же это так важно для государств. Каждая страна в целом являться местом для
привлечения туризма и иностранных вложений, она имеет свою уникальность как место
для добычи ресурсов, вложения в недвижимость, для отдыха или для паломничества.
Таким образом, то чем занимаются сейчас современые брендмейкеры, человечество
стремилось веками. Во времена античности паломников привлекали в города, чтобы
создать там религиозные центры, а увеличение числа паломников и церковных служащих
сопровождалось путем создания соответствующей инфраструктуры. Тогда же местные
власти осознавали, чему они обязаны таким процветанием. Ведь здесь важно понять, что
приток паломников с разных территорий способствует не только развитию самого
паломничества, но также то, что эти люди становятся потребителями этих городов, они
ищут жильё и пропитание, а те, у кого есть деньги могут прикупить себе пару
религиозных реликвий. В данном случае все взаимосвязано, процветание одной отрасли
способствует развитию другой. Именно таким путем зародился туризм. Люди, которые
посещают ту или иную страну, являются субъектами денежного обращения. Туристы
платят за проживание в гостиницах, покупают сувениры у местных ремесленников,
пользуются транспортировкой, а люди заинтересованные в местном производстве
приезжают купить товары, чтобы потом продать у себя на родине. А это в свою очередь
привлекает иностранную валюту в данное государство. Одна сфера туризма играет
громадную роль в жизни любого государства.
13
Создание национального бренда является мощнейшим инструментом для повышения
привлекательности товаров страны производителя, так как бренд несет высокую прибыль
и обеспечивает долгосрочное развитие. Государство, имеющее бренд может не только
привлечь туристов, но и может поддержать национальных производителей в
конкурентной борьбе. В ходе изучения данной темы, я столкнулся с таким понятием как,
макромаркетинг. Макромаркетинг является процессом, который использует
производственный потенциал государственной экономики для удовлетворения личных и
общественных потребностей. Те же самые налоги, что перераспределяют часть
экономического богатства из частного сектора в сектор, удовлетворяющий общественные
интересы, является одной из главных задач в данной сфере. Таким образом,
макромаркетинг и национальный брендинг это разные вещи, которые не стоит путать. Но
в ходе изучения этих терминов, я сделал вывод, что первый является точкой перехода ко
второму. Главная задача в национальном брендинге это грамотно предоставить страну
потенциальному потребителю. К сожалению, это будет невозможным, если само
государство не имеет целостную экономическую структуру. Как же и в продвижении
любого продукта, вам сначала потребуется навести порядок в вашей организации, сделать
себе имидж и потом начинать продвигать свои продукты. В масштабе государства такой
фактор будет иметь серьезную роль, поскольку любой мелкий недостаток может сильно
ударить по его авторитету на международной арене. Ведь деятельность государства, в
первую очередь, выстраивается на основе мнений и суждений людей, высказываний
авторитетных и влиятельных личностей, как и внутри страны, так и за её пределами. В
этом случае целостный бренд государства складывается из нескольких составляющих
компонентов: политические деятели этого государства, сферы жизнедеятельности, такие
как армия, власть, экономика, внутренняя жизнь страны и его внешнеэкономические
связи. Именно такая совокупность устанавливает репутацию страны в сознании мировой
общины.
Главное отличие странового брендинга от других маркетинговых направлений
заключается во времени процесса. Страновый брендинг является долгосрочным проектом
из-за своего масштаба. Одно строительство гостиницы или других туристических
комплексов занимает года, а сам процесс в целом ставиться как минимум на пять-десять
лет. Из-за этого, такой тип брендинга нуждается в тщательном планировании и
корректном прогнозе, учитывая все перспективы и тенденции, которые меняются очень
быстро, как и сами технологии.
14
Создание имиджа государства задает ей конкурентное преимущество на международной
арене, а ее брендинг – как стратегический подход, развивает данное преимущество.
Национальная идентичность – визитная карточка страны, без которой невозможно
рассматривать ее как бренд. Именно на этом фундаменте строится вся база отношений и
ассоциаций у целевой аудитории. Традиции и обычаи, ценности и культура, язык и другие
характерные особенности определяют национальный имидж, которые должны заложиться
в сознании людей. Здесь основная задача заключается в создании национальной
идентичности. Существует комплекс вербальных и визуальных признаков, с помощью
которых люди определяют их (название страны, место на карте, флаг, герб и т.п.).
Рисунок 1. Территориальные формы Италии и Узбекистана
На рисунке 1. можно увидеть территориальную форму Италии и Узбекистан. Первая
известна всему миру как сапог, и люди с лёгкостью могут опознать ее на карте среди
прочих стран. Узбекистан также имеет такую уникальность, ее форма своеобразна и легко
ассоциируется, как в случае с Италией. Но в случае Узбекистана, ее форма больше всего
ассоциируется с лошадью, что легко может обосноваться в сознании людей.
Концепция построения бренда также является немаловажным фактором для государства.
Здесь главное найти - ценности, характеристику и атрибуты, которые могли бы
ассоциироваться с этим брендом. Если вы где-то в Соединеннных Штатах Америки,
России или Европе услышите слова «плов» и «чайхана», то вы можете ссылаться на
Узбекистан потому, что вы знаете, что данные слова относятся к узбекской традиции.
Именно такие вещи определяют национальную идентичность. Таким образом,
экономический рост и динамическое развитие отношений с другими странами, в основном
определяется тем, как сформирован внешний бренд страны и как он продвигается. В этом
смысле законы конкуренции и маркетингового продвижения одинаковы, как в масштабе
государства, так и в масштабе бизнеса.
15
Таким образом, вкладывать в национальный брендинг выгодно для всех: государству,
частному сектору и обществу. Практика последних лет среди развитых стран показывает,
что такой маркетинг требует 10-20% от государственного бюджета данного направления.
Если в стране имеется крупная национальная компания, то она может выступить в
качестве спонсора, ведь от положительного имиджа страны в первую очередь, выиграет
она сама, а потом уже государство и общество. Частный сектор способен выступить в
качестве инициатора фонда для формирования национального бренда.
В заключении, надо отметить большую роль национального брендинга, ведь он придает
импульс в развитии каждого кластера, необходимую эластичность для потребительского
восприятия и сохраняет тот самый имидж, наработанный годами. Её роль огромна, она
максимизирует употребление природного, экономического и инновационного потенциала
государство. Это очень уникальное, актуальное и самое главное, прибыльное направление
в маркетинге на сегодняшний день.
Использованная литература:
1. Попасть в образ. Как создать яркий национальный имидж из брендов российских
городов и корпораций http://lenta.ru/articles/2015/06/25/brand/. 25 июня 2015
2 Национальный брендинг и брендинг территорий. http://www.marketing.spb.ru/lib-
special/regions/nation_branding.htm
3. Национальный брендинг: дискуссии вокруг сущности явления
http://www.exlibris.ru/media/publications/detail/natsionalnyy_brending_diskussii_vokrug_sushc
hnosti_25.06.2010
16
BRANDING: A BRIEF STORY
Jamoliddin MUKHTOROV
Branding plays an important role almost in every company activity around the business
environment. To be more specific, brand encompasses a lot of key elements such as a name,
sign, term, symbol or combined them that is designed to determine the company’s products or
service and to differentiate them from those of competitors.
Marketers think about a new name, slogan and make logo for a new product, they create a brand.
Brand can fully describe the characters of goods or service.
The role of Brand
Customers may assess the same product differently focusing on how it is branded.
Customers qualify brands through past experiment with the product and clear up which
brands satisfy their demands.
To make decision simply and lose risk.
Personal experience in Brand Activity
In current days I am working at the firm which performances trade on B2B (business-to-
business) and B2C (business-to-consumer) transactions. This firm brings kitchen equipment
from foreign countries and sales in Uzbekistan, especially in Tashkent and it has its own shop.
Jamoliddin Mukhtorov, Management Development Institute of Singapore in Tashkent
Figure 1. Brand and its contents
17
I am working in the marketing department of this firm. When I came to this firm executive
director gave me task that marketing activity of company should be carry out as well and shop of
company should advertise in social and business areas.
How and from what I started to do my work
I looked for and researched marketing activities of
worldwide companies. From my point of view, in every
company, it doesn’t matter it is small or big, famous or not, should contain important and
surprised aspects for consumers. Surely brand companies have such kind of aspects as well. And
I decided to make the shop of my firm as a brand shop. First of all, I found favorable name and
slogan for shop. Then made logo and special design. Moreover, I took control and designed
company website and official pages in social networks. Furthermore, interior and exterior parts
of shop have decorated.
Then I started to make promo productions and spreading advertisement materials to the public:
making flyers, banners, catalogues, etc.
Fortunately, marketing activity of company and shop advertisement got better and gave good
result and still it is going on as well.
References
1. Brand equity - Wikipedia, the free encyclopedia. 2015. Brand equity - Wikipedia, the free
encyclopedia. [ONLINE] Available at: https://en.wikipedia.org/wiki/Brand_equity. [Accessed 08
November 2015].
2. Brands and Brand Equity: Definition and Management - ResearchGate. 2015. Brands and
Brand Equity: Definition and Management - ResearchGate. [ONLINE] Available at:
http://www.researchgate.net/publication/242078814_Brands_and_Brand_Equity_Definition_and
_Management. [Accessed 08 November 2015].
3. Brand Equity Definition | Investopedia. 2015. Brand Equity Definition | Investopedia.
[ONLINE] Available at: http://www.investopedia.com/terms/b/brandequity.asp?optm=sa_v1.
[Accessed 08 November 2015].
4. Branding and Brand Equity in Business Marketing - Video & Lesson Transcript | Study.com.
2015. Branding and Brand Equity in Business Marketing - Video & Lesson Transcript |
Study.com. [ONLINE] Available at: http://study.com/academy/lesson/branding-and-brand-
equity-in-business-marketing.html. [Accessed 08 November 2015].
18
ЭКСПОРТНЫЙ МАРКЕТИНГ
Пазлиддин ХАШИМОВ, Носиржон АБДУРАХМОНОВ
В условиях модернизации страны, объективно возрастает интерес к изучению экспортного
маркетинга, так как для экономики Узбекистана характерны тенденции ее возрастающих
торгово-экономических связей с мировым сообществом, активного выхода отечественных
предприятий на мировые рынки, ускоренное развитие новых форм международной
торговли.
Следует отметить что «маркетинг – рыночная концепция управления производственно-
сбытовой деятельностью предприятия, направленная на изучение рынка и конкретных
запросов потребителей»(www.grandars.ru 2015). Следовательно, экспортный маркетинг –
это маркетинг товаров и услуг за пределами национальных границ. В связи с этим
необходимо знать, что внешний маркетинг более трудозатратный и капиталозатратный,
что выходя на мировой рынок, предприниматели сталкиваются с покупателем с другим
мировоззрением, с новой правовой атмосферой и с отличающимся регулированием от
обычного национального рынка.
Для субъектов хозяйствования выход на мировые рынки является в настоящее время
одной из стратегических задач. Но все-таки их можно решить при соблюдении
определенных правил изучение маркетинговой среды в конкретной стране, соблюдение
определенной последовательности в планирование внешнеторговых операциий.
Например, «компания AIM (agency of industrial marketing), для определения целей и задач,
предлогает свою технологию выхода на внешние рынки в 5 шагов
Шаг 1: Проводим аудит компании, товаров и услуг.
Сильные стороны вашей компании, как поставщика, должны побеждать на новых рынках.
Для этого проводим аудит компании, товаров или услуг, а также разбираем и сравниваем
конкурентов, анализируем структуру рынка, уровень конкуренции, каналы продаж.
Шаг 2: Выбираем географию (страны) для экспорта.
Пазлиддин Хашимов к.э.н., доц., Носиржон Абдурахмонов студент, Национальный Университет
Узбекистана имени Мирзо-Улугбека
19
Исследование рынка является основой маркетинга. Это предполагает анализ всех условий,
имеющих значение для успешной реализации товара, и позволяет выявить наиболее
перспективные ниши и сегменты рынка для вашего продукта.
Для отбора целевых рынков мы проводим следующие этапы:
Изучение спроса;
Сегментирование рынка;
Отбор целевых сегментов;
Даем рекомендации по позиционированию товара на рынке.
Шаг 3: Проводим анализ и оценку рынка, перспектив его развития.
Аналитика законодательных требований – необходимый шаг для эксперта. Торговые
барьеры, разрешительная система, запреты и ограничения могут повлиять на продвижение
вашего продукта или услуги. Именно поэтому так важно учесть эти факторы еще на этапе
проработки экспортной стратегии предприятия.
Шаг 4: Составляем экспортный план.
Финансовая часть экспортной стратегии - это возможность спрогнозировать продажи. Так,
эксперты агентства AIM определяют цену, которую конкуренты установили на
аналогичный продукт, и произведут сравнительный анализ продвигаемого продукта по
цене и качеству аналогичными конкурентными товарами. А также учтут особенности
формирования цены продукта на выбранном рынке уровень спроса и цен конкурентов.
Шаг 5: Производим поиск партнеров, делаем «пилотные продажи»
Мы работаем для того, чтобы ваш бизнес развивался и совершенствовался. Благодаря
тому, что мы проводим сбор и обработку необходимой информации с использованием
возможностей отдела аналитики и контакта центра Loyalty Factory. Вы получите перечень
компаний, потенциальных бизнес-патрнеров, соответствующих заданным критериям. А
также анализ позиции потенциальных партнеров (рейтинг) в рамках целевого сегмента и
их готовность к сотрудничеству» (www.airmarketing.info).
Необходимо учесть то, что некоторые проблемы маркетинга, не являющиеся причинами
трудностей, встречаемых во внутренней торговле, вызывают необходимость детального
исследования и выявления особенностей внешней торговли. Перерастание национально
ориентированного маркетинга в экспортный требует, чтобы изучение конкретного
товарного рынка, его сегментация и разработка комплекса маркетинга распространялись
20
на особенности поведения фирмы не только в торговле, но и на инвестиционную
деятельность фирмы с учетом интересов потребителей зарубежных рынков.
Одним из основ внешнеторговой политики Узбекистана, применяемым для решения
проблем экспортного маркетинга, является разработка и реализация целостной
программы, направленной на изучение международного рынка, повышение
конкурентоспособности отечественной экономики, развитие и расширение экспортного
потенциала страны. При этом целью программы отмечается совершенствование
экспортной структуры на основе максимального использования и развития имеющегося
производственного потенциала, также создание условий, обеспечивающих устойчивый
рост объемов экспорта. В условиях модернизации можно заметить ряд изменений в
структуре экспорта, увеличились объемы экспорта готовой продукции, и одновременно
уменьшилась доля экспорта сырьевых ресурсов. В 2015 году объем производства
промышленной продукции вырос на 8,1 % (uzDaily.uz 2015a).
Внешнеторговый оборот Узбекистана в первом полугодии 2015 года вырос на 0,5 % по
сравнению с аналогичным периодом 2014 года и составил 12,635 млрд. долл. США. По
данным Госкомстата Узбекистана, объем экспорта нашей страны увеличился на 7,4 % – до
6,359 млрд. долл. США. В 2015 году объем импорта Узбекистана составил 6,275 млрд.
долл. США, что на 5,7 % меньше по сравнению с 2014 годом. Соответственно,
положительное сальдо внешней торговли составило 83,4 млн. долл. США (uzDaily.uz
2015b).
Подводя итог выше сказанному, хочется отметить, что проводимые маркетинговые
исследования дают возможность предпринимателям Узбекистана активно осваивать
рынки зарубежных стран.
Использованная литература
1. http://www.grandars.ru/student/marketing.html
2. www.airmarketing.info/ru/uslugi/eksportnyi_marketing.htm
3. uzDaily.uz 2015a, 16.07.2015 г.
4. uzDaily.uz 2016b, 22.07.2015 г.
21
2. New Product Development
NEW PRODUCT DEVELOPMENT: ORCHESTRATING A BETTER
VISION THROUGH BEST PRACTICES
Sitora INOYATOVA
Why certain businesses are more successful than the others?
What makes new products succeed and others fail? Various
set of best practices are shared by successful companies and a
significant number of research has been undertaken for years
in order to source for one single formula for success. Camp
(1989 cited in Nicholas J. et al., 2011, p.228) defined “’best
practice’ as any method or process that is more effective at delivering a desired outcome than
any other method or process within that domain” (Camp, 1989 cited in Nicholas J. et al., 2011,
p.228). Therefore, new product development best practice can be defined as the ones that
“….promote greater success in developing and launching new products and services.” (Camp,
1989 cited in Nicholas J. et al., 2011, p.228).
The concept of new product development nowadays is driven by the IT, thus companies have to
cope with new techniques and strategies when introducing new products. Despite the era of high
technological advancement, practices suggested by various researchers and companies remain to
be the same. Yet only few tend to succeed in the new product development. According to the
benchmark study conducted by the American Productivity & Quality Centre (APQC), about
27.3% of company sales account for introduction of new products into the marked, while only
about 53.2% of newly launched products meet companies’ financial goals and about 44.4% are
attributed to the on-time launch and introduction of product into the market (Edgett, 2011 cited
in R.G.Cooper, 2013).
Product development process is comprised of several stages or phases. Ramp-up phase is the
final phase in the new product development which is considered to be one of the important
phases because during this phase there may be delays in timely launch of products due to high
rate of defects which may be caused by the lack of liaison between the manufacturing and design
team (Woodcock D.J. et al., 2000). It has been confirmed that manufacturing team was involved
Sitora Inoyatova, Manager of Quality Assurance Department, Management Development Institute of Singapore in
Tashkent
22
in the new product development ‘too late’ (Woodcock D.J. et al., 2000). It is interesting to note,
that out of all new products which are introduced to the market 30 to 40% fail (Barclay and
Benson, 1990; Booz-Allen and Hamilton, 1982; Crawford, 1979; 1987 cited in Douglas et al.,
1995). It makes the new product development process one of the risky company activities
(Douglas et al., 1995).
It is interesting how companies’ strategic direction towards product development process has
been changed. For example, ten years back companies’ strategy focus was on ‘cost cutting’,
whereas nowadays the focus has been shifted towards the notion of ‘enhancing innovation
abilities’ in order to gain competitive advantage (Arthur D. Little, 2005 cited in R.G. Cooper,
2013).
Cooper R.G. (2013) suggests that one of the key factors which would differentiate winning
companies from losing is to deliver products which would offer unique value and benefits to
customer, since they account for five times the success rate. What makes Toyota stand out of
crowd, is its own concept known as ‘Toyota Production System’ with its own ‘product
development guidelines known for its success in lean production (Business Development
Directives, 2008).
So what is really there in all those superior products which offer
value and benefits to customer? Well, according to Cooper R.G.
(2013), those products do provide the following: (1) offer good
value for money to customer; (2) offer highest quality products
compared to competitors’; (3) provide unique user
characteristics in products which usually are not present in competitors’ products; and (4) offer
useful and beneficial product features to customer.
There were eight critical success drivers in new product development identified by Cooper R.G
(2011a cited in Cooper R.G., 2013) namely: (1) unique superior differentiated product; (2)
establish voice of customer; (3) doing the homework before launch of new product; (4) having
clear product and project definition; (5) spiral development (creating, testing, collecting feedback
improvement); (6) create product to meet needs of international markets, not only local one; (7)
marketing plan along with planned and timely product launch time; (8) accelerated time for
developing projects. In addition another study by Cadden T. and Downes J. (2013) has found out
that among usual successful practices in new product development still traditionally remain were
(1) design for quality; and (2) design for manufacturability.
23
Despite the variety of identified success factors in new product development, only about 2/3 of
companies were involved in the development of new products process, which leads to an
assumption that companies are not willing to risk and spend their time and budgets on creation of
new products by attributing it to the fact that marketing related personnel were uncomfortable
with the notion of new products, since they would rather prefer to increase sales by lowering the
prices (Douglas et al.,1995). Perhaps it could be attributed to the fact, that creation of a new
product is not an easy task, as about 46% of resources that are being spent by companies fall into
new products which fail in the market or even don’t reach the market, as one out of four products
succeed in the market and 1/3 of all newly introduced to market products fail (Cooper R.G.
2000).
Cooper R.G. (2013) also stresses on importance of listening to the voice of customer (VoC) -
their needs and wants, competitor analysis, as key success factors in new product development.
Yet, because of the lack of market analysis, departments involved in the new product
development process are not aware about the customer needs and wants, which leads it to the
creation of products that do not meet customer expectations; as a consequence, the product
becomes unpopular and unprofitable (Douglas et al., 1995). It has also been identified that a very
small number of companies do actually follow the formal procedures of generating and
identifying new product ideas (Douglas et al., 1995).
So, if we consider well-known global brands and look into their way of gathering
feedback from customers, here is what we get. In order to improve its service and
products, Starbucks, for example, created a website called
‘MyStarbucksIdea.com’, where customers could leave their recommendations (Business
Development Directives, 2008).
Similarly, Dell created a website called ‘IdeaStorm’ with the same purpose of
collecting feedback from its customers in order to improve their products
(Business Development Directives, 2008).
In the same manner, Intel follows the online conversation with its customers
through ‘livechats’ and ‘forums’ (Business Development Directives, 2008).
According to the American Product Excellence (APEX) Award which is established in order to
provide recognition to successful companies in the sphere of product development and sharing of
their best practices in the US market, winning companies would take their time to analyze the
needs and wants of customers instead of simply quickly introducing an inferior product in order
24
to become firstcomers (Tong G., 1994). Therefore, it’s never too much of customer feedback,
winning companies would suggest to go beyond the traditional ways of gathering data (surveys,
questionnaires, etc), for example, moments when product development department would call
customers themselves and obtain their view on features of the product (Tong G., 1994). It has
been noted that in SME sector companies do not study competitors’ products until their own
product is being launched and introduced into the market (Woodcock D.J. et al., 2000).
It is interesting question that given the amount of technological advancement, resources and
efforts in improving and upgrading the quality of products, nowadays, companies still fail in
development of winning new products. Frustrating as it is, huge amount of resources, time and
money being lost because companies fail at listening to the customer and identifying their needs
(Douglas et al., 1995).
After brief overview of articles pertaining the new product development, it is interesting to
review few companies’ examples on their new product development processes.
Amazon’s way for product development, for example, is called “working backwards”, where
they try to obtain the voice of customer instead of brainstorming ideas and offer inferior product
which would not meet the needs of their customers (McAllister, 2012). Usually before launching
the new product, respective product development team shall issue an internal press release to its
customers in order to obtain their feedback; in the event the feedback is negative, then probably
the product idea was not good. So the product development team continues to repeat the press
release until there are product benefits revealed, otherwise the product shall not be launched,
which is still, less costly than launching the new product and then receiving complaints
(McAllister, 2012).
Google, on the contrary, has another approach for the new product development which follows
the philosophy of “….try a bunch of ideas, refine them, and see what survives” (Business
Development Directives, 2008). As they prefer launching five products and hope that at least one
or two succeed, which will allow them to introduce new products into market without spending
much on promotion efforts (Business Development Directives, 2008).
IKEA, on another hand, is following slightly different approach in product development. IKEA’s
principle in new product development lies in ‘collaborative design’ method which reads: “when
we decide about a product, we always start with the price” (Business Development Directives,
2008, pg.35). IKEA is in continuous new product development phase at any given time, they
never stop from innovation and development process that is why they are able to sell everything
25
for the home (starting from wine glasses, rugs, to furniture) to various nations all over the world
(Business Development Directives, 2008).
This brief article is an attempt to orchestrate a better vision for companies in new product
development process through example and discussion of some of the best practices. At the
beginning of this article we wanted to identify why certain businesses succeed and others fail,
well it seems like, that the success formula is well known and open for every company’s access.
Factors such as conducting preliminary market research in order to create a product which would
meet needs and wants of customers; designing product of not only of high qualiy but also the one
which would provide value to the consumers is crucial; also it is very important to involve each
and every employee within the product development, marketing and design teams in the product
development process so as to avoid most common mistakes where teams are not even aware of
what customer wants (voice of customer). It is interesting to note, that we have all the resources
and capabilities nowadays, we have variety of globally recognized companies and brands which
share their best practices with the public, and yet, companies are not even attempting to create
new innovative products because of high costs and risks involved. This leads to an only
assumption that a succesful business is identical to a successful individual, who needs to
discipline and develop himself/herself in order to achieve the desired goals; i.e. if a person wants
to become rich and yet will be lying on the coach all day long, or will be doing routine work on a
daily basis and afraid of doing anything new in life and work, he/ she will end up being who he
is – dreamer – where dreams remain as dreams and not turned into achieved goals and realities.
References:
1. Business Development Directives (2008) New Product Development: A step-by-Step
Approach to Developing Your Next New Product or Service. [pdf] Available at
http://www.bddonline.com/newproductdevelopment.pdf [Accessed November 13, 2015]
2. D.J. WoodcockS.P. MoseyT.B.W. Wood, (2000),"New product development in British
SMEs", European Journal of Innovation Management, Vol. 3 Iss 4 pp. 212 – 222
Available at: http://dx.doi.org/10.1108/14601060010352498
3. Gregg Tong, (1994),"Winning Strategies for Product Development", World Class Design
to Manufacture, Vol. 1 Iss 6 pp. 44 – 46 Available at:
http://dx.doi.org/10.1108/09642369210071343
4. Ian McAllister (2012) Amazon (company): What is Amazon's approach to product
development and product management?. Available from:
26
https://www.quora.com/Amazon-company/What-is-Amazons-approach-to-product-
development-and-product-management [Accessed November 13, 2015]
5. John Nicholas Ann Ledwith Helen Perks, (2011),"New product development best
practice in SME and large organisations: theory vs practice", European Journal of
Innovation Management, Vol. 14 Iss 2 pp. 227 – 251 Available at:
http://dx.doi.org/10.1108/14601061111124902
6. Nessim Hanna Douglas J. Ayers Rick E. Ridnour Geoffrey L. Gordon, (1995),"New
product development practices in consumer versus business products organizations",
Journal of Product & Brand Management, Vol. 4 Iss 1 pp. 33 – 55 Available at:
http://dx.doi.org/10.1108/10610429510083749
7. R.G. Cooper, “Doing it right – winning with new products”, Ivey Business Journal, July-
August 2000, 54-60.
8. R.G. Cooper, “New Products -- What Separates the Winners from the Losers and What
Drives Success,” in the PDMA Handbook of New Product Development, 3rd Edition,
Chapter 1, edited by K.B. Kahn, Hoboken, NJ: John Wiley & Sons, Inc. 2013.
9. R.G. Cooper & E.J. Kleinschmidt, “Winning businesses in product development: The
critical success factors”, updated, Research-Technology Management, vol. 50, no. 3,
May-June 2007, pp 52-66.
10. Trevor Cadden Stephen John Downes, (2013),"Developing a business process for product
development",Business Process Management Journal, Vol. 19 Iss 4 pp. 715 – 736
Available at: http://dx.doi.org/10.1108/BPMJ-Jan-2012-0006
27
РОЛЬ РЕКЛАМНОЙ ДЕЯТЕЛЬНОСТИ В ТУРИСТИЧЕСКОЙ
ИНДУСТРИИ.
Татьяна КИМ
Реклама - одна из динамично развивающихся сфер деятельности, имеющая большое
влияние на массовое сознание людей. Недаром ее характеризуют как философию
общения. Она способна объединять большие и географически разбросанные целевые
аудитории в лояльные сообщества, адаптироваться под различные национальные
потребительские группы, используя при этом все возможные средства массовой
информации. Вот почему эффективная коммуникативность рекламы так высоко ценится
и активно эксплуатируется во всем мире как в финансовых и экономических интересах,
так и в политике, социальной сфере.
Слово «реклама» в переводе с латинского языка, означает «кричать». Яркий, броский,
остроумный, часто мелькающий и доступный для сознания обывателя рекламный
продукт – залог успеха любого бизнеса, несомненно, и туристического. В свете данной
темы и направления анализа, приведем определение понятия «реклама», как
«оплаченная форма неличностного представления и формирования спроса на
туристский продукт, создание имиджа туристского предприятия».
Вместе с тем, необходимо указать на то, что реклама туристского рынка имеет
некоторую специфичность и нередко трудно с точностью предугадать результативность
планируемой рекламной кампании. Это связано с тем, что в сфере туризма главным
критерием качества является уровень сервиса услуг, напрямую зависящий от
человеческого фактора – работа с отдыхающими, обеспечение им комфорта и удобств,
при этом, в большинстве случаев, в сегменте услуг эконом класса. Однако, отказавшись
от рекламной деятельности, компания не сможет полноценно конкурировать на рынке,
что может, в конечном итоге, привести к негативным последствиям для бизнеса.
Итак, сущность рекламы состоит в настойчивом навязывании аудитории определенных
потребностей и ценностей, нравственных понятий и жизненных ориентаций, активно
формируемых ее заказчиком. Инструментов влияния на массовое сознание множество.
Ниже предлагается подробно рассмотреть их особенности и механизмы.
Татьяна Ким, Старший научный сотрудник – исследователь, Национальный Университет Узбекистана
имени Мирзо-Улугбека
28
1. «Продажа» товара или услуги. Безусловно, продуманные предпринимательские
инициативы по созданию спроса, проводимые на регулярной основе в средствах
массовой информации, сети Интернет, посредством уличных вывесок и баннеров, а
также различной полиграфической продукции, неизменно достигают своей цели,
вынуждая потенциального покупателя желать любую, даже не совсем необходимую в
данный момент, услугу или продукт.
2. Распространение информации о фирме, ее истории, достижениях,
клиентуре. Одним из способов данного PR-хода, является размещение коммерческих
материалов в прессе, на страницах электронных журналов и газет, часто в сети
Интернет, в привязке к какому-либо событию или соответствующей данной тематике
информации в виде ссылок.
3. Формирование у общества положительного отношения к фирме. Грамотная
реализация коммуникационной политики способствует созданию положительного
имиджа организации, закрепляет в сознании потребителей мнение о престижности ее
товаров / услуг. Инструментами такого воздействия можно считать любую форму
позитивных информационных сообщений, в том числе, социального характера (участие
в публичных мероприятиях, благотворительных акциях, выставках), оказывающие
положительное влияние на восприятие обществом.
Считаю, что одним из популярных и не затратных приемов в данном случае, также
являются публикуемые многочисленные отзывы лояльных клиентов на официальных
сайтах заинтересованных организаций.
4. Содействие работникам службы сбыта во время их переговоров с клиентами.
Участие технических экспертов (в случае товара или продукции), непосредственных
менеджеров проектов (в том числе для сферы услуг) в переговорах с клиентами,
позволяет широко информировать покупателя о свойствах и достоинствах товара,
превращая его из потенциального в реального потребителя.
Не смотря на то, что многие производители туруслуг сами выполняют роль и функции
посредников и сами доставляют свой продукт к конечному потребителю, использование
торговых посредников и формирование каналов продаж в туризме является скорее
правилом, чем исключением. Контакты производителей с потенциальным потребителем
в большей степени производятся через многочисленные посреднические звенья -
туроператоры и турагенты. При этом, как правило, в успехе одного рекламируемого
29
турпродукта заинтересованы одновременно ряд связанных участников этого сегмента
бизнеса - гостиницы, рестораны, музеи, выставки, транспортные компании, спортивные
учреждения и т.д. Другим примером могут служить гостиницы, которые самостоятельно
занимаются реализацией своих услуг по размещению через многочисленные турфирмы,
а также обслуживают туристов, обратившихся к ним напрямую, минуя посредников в
лице турагентств.
Таким образом, рекламная деятельность в данном сегменте бизнеса многогранна и
наиболее распространенными средствами маркетинговых коммуникаций здесь
представляются следующего характера:
- Неличный, в случае когда коммуникационный сигнал потенциальному покупателю
поступает не лично от продавца, а через различных посредников.
- Односторонняя направленность рекламного обращения от продавца к покупателю.
Здесь обратная связь возможна лишь в форме фактического решения потенциального
клиента — приобретение или отказ от туристского продукта, без анализа объективных и
субъективных причин.
- Неопределенность с точки зрения измерения эффективности рекламы. Обратная связь
в коммуникации носит вероятностный и неопределенный характер.
- Общественный - рекламодатели в туристической отрасли должны осознавать высокую
ответственность за достоверность, правдивость и точность передаваемой через неё
информации.
- Информационная насыщенность. Туристские услуги, не имеющие материальной
формы и постоянного качества, нуждаются в большей информативности и пропаганде.
- Броскость и убедительность. Специфика туристских услуг обусловлена
необходимостью использования наглядных средств, обеспечивающих наиболее полное
представление об объекте туристского интереса.
На сегодняшний день, туризм становится чрезвычайно компьютеризированной
отраслью. Современные путешественники активно пользуются широким спектром он-
лайн сервисов. Использование современных информационных технологий в рекламе
туристических услуг обеспечивает не только существенное повышение качества
информации, скорости передачи данных, их объективность, но и дает возможность
многократно повысить эффективность рекламных компаний.
30
ҚИШЛОҚ ХЎЖАЛИГИ МАҲСУЛОТЛАРИНИНГ ЭКСПОРТ
САЛОҲИЯТИНИ ЯНАДА РИВОЖЛАНТИРИШ – ДАВР ТАЛАБИ.
Самаджон МАМУРОВ*
Ўзбекистонда етиштирилаётган мева-сабзавот маҳсулотлари иқлим шароитининг
жуда қулайлиги туфайли мана шундай ноёб бўлганлиги учун ҳам жаҳон қишлоқ хўжалиги
маҳсулотлари бозорида юқори даражада рақобатбардошдир. Масалан, Ўзбекистонда
етиштириладиган узум навлари таркибидаги шакар моддаси 18–30 фоизни ташкил этади,
помидор таркибидаги қуруқ моддалар миқдори эса 5,5 фоиздан ошадики, бу европалик
ишлаб чиқарувчиларнинг шундай маҳсулотларидагидан анча юқори бўлиб, шуниси билан
харидорни ўзига тортади.
Бугунги кунда Ўзбекистон мева-сабзавот маҳсулотининг ўта қимматли навларини
етиштириш ва қайта ишлаш, уларни экспорт қилиш соҳасида катта салоҳиятга эга. Аграр
секторда экспортга мўлжалланган маҳсулот ишлаб чиқаришни йўлга қўйиш ва уни қайта
ишлайдиган саноатни етакчи ўринга кўтариш қишлоқ хўжалигида барқарор иқтисодий
ўсишни таъминлайди. Ушбу вазифани ҳал қилиш қишлоқ хўжалиги маҳсулотининг
сифатини ҳамда уни қайта ишлайдиган корхоналарнинг самарадорлигини оширишни,
ички ва ташқи сотиш бозорларини янада кенгайтиришни талаб қилмоқда.
Бу вазифалар Ўзбекистон Республикасининг тегишли қонун ҳужжатларида
мустаҳкамлаб қўйилган. Мамлакатимизда ана шу йўналишда сабзавот, мева, полиз
маҳсулотлари, дуккакли экинлар ва бошқа қишлоқ хўжалиги экинларининг минтақалар
тупроқ-иқлим шароитига мослаштирилган янги истиқболли навларини яратиш бўйича
аниқ мақсадли ишлар олиб борилмоқда, бу эса, охир-оқибатда, ишлаб чиқарилаётган
қишлоқ хўжалиги маҳсулотларини экспорт қилиш имкониятини оширишга ёрдам
бермоқда.
Иқтисодиётни, айниқса қишлоқ хўжалигини модернизация қилиш шароитида
хўжалик юритувчи субъектларнинг, тадбиркорларнинг ўрни ғоятда беқиёсдир. Уларнинг
сай-ҳаракатлари билан бугунги кунда мамлакатимизда импорт ўрнини босувчи ҳамда
экспортбоп маҳсулотлар ишлаб чиқарилмоқда ҳамда истеъмолчиларнинг эҳтиёжларини
қондириб бормоқда.
“Менежмент ва маркетинг” кафедраси ўқитувчиси
* Самаджон Мамуров, “Менежмент ва маркетинг” кафедраси ўқитувчиси
31
2014 йилнинг январ-сентябрида кичик тадбиркорлик субъектлари маҳсулоти
(ишлар, хизматлар) умумий ҳажмидаги хусусий тадбиркорликнинг (фуқаролар
мулки) улуши қуйидагича ифодаланади:2
кичик тадбиркорлик
субъектлари маҳсулоти (иш,
хизмат) ҳажми, млрд.сўм
кичик тадбиркорлик
субъектлари маҳсулоти (иш,
хизмат) ҳажмида хусусий сектор
улуши, фоиз ҳисобида
Саноат 16929,0 36,5
Қишлоқ
хўжалиги 27625,6 100,0
Қурилиш 10321,7 69,4
Чакана савдо 18929,3 65,2
Пуллик
хизматлар 7556,1 89,1
Юк ташиш,
млн.тн 452,3 69,0
Йўловчи
ташиш,
млн.киши
4425,6 93,5
Экспорт, млн.
АҚШ долл. 2668,9 3,3
Импорт, млн.
АҚШ долл. 4580,0 15,8
Маҳсулот экспорт қилиш қиймати унинг ҳажмига нисбатан ўсганлиги
мамлакатимизда ишлаб чиқарилаётган мева-сабзавот маҳсулотига талаб жаҳон бозорида
ортиб бораётганлигидан дарак беради. Шунингдек, экспорт қилинаётган қишлоқ
хўжалиги маҳсулотининг таркибида янги узилган сабзавотлар, мевалар, полиз
маҳсулотлари ва дуккаклиларнинг катта улуши (79,8 фоиз) сақланиб қолаётганлиги
кўрсатиб ўтилди.
Бундай аҳвол қишлоқ хўжалиги маҳсулотини қайта ишлаш, консервалаш ва
қадоқлаш бўйича мавжуд корхоналарнинг қувватларидан янада тўлароқ фойдаланишни
талаб қилади. Жаҳон қишлоқ хўжалиги маҳсулоти бозорининг талабини ҳисобга олган
ҳолда қишлоқ хўжалиги экинларининг янги серҳосил ва рақобатбардош, минтақаларнинг
тупроқ-иқлим шароитларига мос навларини яратиш, замонавий агротехника усулларини
жорий этиш, узум, мева-сабзавот маҳсулотлари ва бошқаларни етиштирувчиларнинг
эҳтиёжлари учун мамлакатимизда ихчам тракторлар ва қишлоқ хўжалиги машиналарини
яратиш ишларини такомиллаштириш зарур.
2 Ўзбекистон Республикаси Давлат статистика қўмитаси маълумоти.
32
Экспорт қилинаётган қишлоқ хўжалиги маҳсулотининг сифатини самарали назорат
қилиш масалаларида бир қатор қийинчиликлар бор, халқаро талабларга жавоб берадиган
синов марказлари ва лабораториялар етишмаслиги сезилмоқда. Юқоридагиларни ҳисобга
олган ҳолда қишлоқ хўжалиги маҳсулотини ишлаб чиқариш тузилмасини диверсификация
қилиш, маҳсулотни етиштириш, ташиш, унга ишлов бериш, уни қайта ишлаш, қадоқлаш,
ҳам ички бозорда, ҳам ташқи бозорда истеъмолчиларга сотишнинг ресурсларни
тежайдиган технологияларини жорий этиш, шу асосда озиқ-овқат маҳсулотларининг
экологик хавфсизлигини таъминлаш зарурлигини барчамиз яхши англаб етмоғимиз лозим.
Ҳар томонлама пухта ўйланган ва ишлаб чиқилган чора-тадбирлар ишлаб чиқарилаётган
қишлоқ хўжалиги маҳсулотининг сифатини янада ошириш ҳамда уни экспорт қилиш
имкониятларини ривожлантиришнинг асосий омилларидан бири бўлиб қолади.
33
MARKETING OF TOURIST COMPANIES IN UZBEKISTAN
Abbas SHERMUKHAMEDOV, Guzal ABIROVA
Role of tourism is steadily increasing in world economic structure. This branch is among most
profitable and dynamically developing branches of the world economy. In 2000, according to the
data of World Tourist Organization (WTO), on tourism share there was $476 billion, or more
than 10 % of world volume of incomes. In terms of the volume of income it takes the fifth place
among the most effective branches (after oil, information, and entertainment and automobile).
Annual turnover from tourism in the world makes about $3,8bln dollars. Capital investments in
tourist branch have reached $700 billion a year, or more than 11 % of all investments. Direct and
indirect tax revenues by 2000 have made about $400, or 16 % of all tax receipts. The
contribution to gross domestic product from tourism in a number of countries reaches 25 %, and
black ink on tourist services exceeds $20 billion. Marketing of the tourist enterprise is under
influence of welfare factors.
The greatest force have the settled norms accepted in the society, systems of social rules, cultural
wealth, relations of people to the nature, labor, among themselves and to themselves. Knowledge
of welfare factors is very important as they influence both other elements of macro environment,
and on internal environment of the enterprise (for example, relation of employees to the work).
Therefore tourist enterprise should trace possible social changes seriously and use them in
marketing practice. Thus, tourist firms operate in tourism market not separately, but in the
environment and under the influence of various forces which make marketing environment. The
relations developing between subjects of environment and firm are various by character of
influence on them from firm they can be controllable and uncontrollable. The enterprise task is
reduced to decrease of uncontrollable factors of environment to a minimum and research of
possibilities of the mediated influence on them. The tourist product of cities-resorts is a result of
efforts of many enterprises. Marketing in tourism is just aimed at studying of output aggregate of
various spheres of activity. Information communications necessary for searching the compromise
between best satisfaction of inquiries of consumers and reception of greater profit by producers
are also added.
Abbas Shermukhamedov, Doctor of Physical and Mathematical Sciences, Professor, Tashkent Branch of Russian
Economic University after G.V. Plekhanov;
Guzal Abirova, Senior teacher, Tashkent Branch of Russian Economic University after G.V. Plekhanov.
34
As it is known tourist product is any service which is satisfying requirements of tourists during
travel and subject to payment from their party. In practice there operates the concept of basic and
additional services. However from the point of view of the consumer properties, there are no any
essential distinctions between them. So, the excursions included in complex service are
considered as basic services but if the tourist gets them during stay independently they already
become additional. Thus, the difference between basic and additional services is in their relation
to the package purchased by the tourist initially or a complex of tourist services. In practical
activity the basic tourist product is a complex service - a standard set of services, sold to tourists
in one "package" (package-tours).
Modern period of social development is marked by further increase of the role of tourism in
world economy. The international tourism for many countries became the main source of inflow
of foreign currency. Now in the Republic of Uzbekistan the state monopoly in tourism sphere is
liquidated and a number of the tourist organizations repeatedly increased. Simple transfer of
western models of tourist business on our soil will not give necessary results; therefore it is
expedient to improve the quality of tourist service, co-ordinate the consumer from domestic
market of tourist services on foreign markets. According to the world statistics, one tourist
spends on average not less than 300 - 500 US dollars in the place of stay. Thus each 30 tourists
arrived in addition promote creation of one workplace in "direct" tourism (tour operators, travel
agents etc.), and 16 tourists - one workplace in tourism infrastructure. For this reason in many
countries the state gives essential support to tourism sphere in a kind of direct investments, tax
and customs privileges stimulating development of various forms of tourism. Only development
of international entrance tourism will promote creation in the Republic of Uzbekistan thousands
of workplaces additionally and increase in annual incomes of the state. However interaction of
national tourism with the world industry of tourism and introduction of international standards
revealed weak development of tourism infrastructure in the Republic of Uzbekistan and weak
realization of marketing policy of the tourist enterprises. Proceeding from favorable forecasts of
the WTO of development of the whole industry of world tourism for the nearest decade it is what
makes the industry of tourism attractive to investments. It also is promoted by our legislation
protecting the rights of proprietors and investors.
Gradual change of economic relations in the sphere of entrance tourism is connected with its
transition to market self-regulation. Tourism development in the Republic of Uzbekistan and
constant growth of tourist firms demands working out effective strategy which will give the
chance of stable position in the market and create advantages before competitors.
35
Competitiveness of travel agency is provided by concrete competitive advantages of its product.
Quality of tourist services is a major factor of maintaining competitiveness of firm. Marketing
researches are the major and initial stage in marketing activity of any tourist firm. Overall
performance of all divisions of travel agency and certainly the work of the firm depends on
correctly conducted researches. Correctly conducted researches are completely repaid and give
favorable circumstances for further work of the firm. Marketing strategy of travel agencies of the
Republic of Uzbekistan is enough developed, effective and raising competitiveness and firm
advancement in the market, nevertheless it needs further improvement. Factors of maintaining
competitiveness of travel agencies of the Republic of Uzbekistan at this stage of its development
and the most effective approaches which will allow firm to raise the competitiveness and
increase quantity of clients and consequently - sales volume and profits, are the following:
expansion of common market of a product at the expense of attracting new consumers, searching
new possibilities of using product or intensification of consumption of a product, expansion of
their share in the market for the accelerated growth, or preservation of available share of the
market in case if accelerated growth of the firm is not supposed.
References
1. Balabanov I.T.. Balabanov A.I. Tourism economy: Textbook. - M.: Finance and Statistics,
2004 – 317 p.
2. Dubrovich A.P. Marketing in tourism. - M .: Soviet sport, 2001 - 215 p.
3. Kotler F. et al. Marketing: hospitality and tourism. - M., 2004 - 317 p.
36
РЫНОК СИСТЕМЫ ВОЗОБНОВЛЯЕМЫХ ИСТОЧНИКОВ
ЭНЕРГИИ В ДЖИЗАКСКОЙ ОБЛАСТИ
Мухутдин АНАРБОЕВ, Эмиль МУРТАЗИН, Лазиз БАРАТОВ*
В Джизакской области основными пользователями электроэнергии, производимой
возобновляемыми источниками, будут частные домовладельцы, фермерские хозяйства,
предприниматели общепита и торговцы на рынках или небольших киосков на улицах.
Кроме частного бизнеса потенциальными пользователями данной электроэнергии может
быть крупный бизнес, в том числе:
1.Телекоммуникация
2.Таможенные посты, пограничные и ГАИ
3.Фермерские хозяйства
4.Геологоразведочные группы
5.Гидрометереологические службы
6.Медицинские службы
7.Домовладельцы
В Узбекистане 320 солнечных дней в году. В летнее время 15 часов, а в зимнее время 10
часов можно использовать солнечные батареи.
Произведем расчет электрической энергии исходя из мощности производимой
электроэнергии 10 Квт (эта мощность взята из расчётов проекта Джизакского
политехнического института и Министерства экологии Германии при НОМС)
Для летних дней: 10 кВт х15 час = 150 кВт*час
Для зимних дней:10 кВт х10 час =100 кВт*час
Если принять во внимание, что солнечные дни бывают на протяжении 9 месяцев в тёплое
время года, а в зимний период 3 месяца, то в этом случае произведенная электроэнергия
равна
Для летних дней:150 кВт*час х 30 дней х 9 месяцев = 40500 кВт*час
Для зимних месяцев:100 кВт х 30 дней х 3 месяцев = 9000 кВт*час
Произведенная электроэнергия в течении года: 40500+9000=49500 кВт*час
Стоимость электроэнергии в течении года равна:
* Мухутдин Анарбоев, Эмиль Муртазин, Лазиз Баратов - Джизакский Педагогический Институт
37
49500 кВт*час 800сум = 39 600 0 00 сум, (где электроэнергия выработанная
солнечными батареями приблизительно равна 1кВт 800 сум)
Таким образом, солнечная батарея мощностью 10 кВт в условиях Узбекистана
вырабатывает электроэнергию на 39 600 000 сум
Передача электроэнергии неизбежно сопровождается потерями мощности и энергии в
линиях. Указанные потери достигают 12-15% всей выработанной энергии и покрываются
за счет увеличение мощности источников питания и пропускной способности всех
элементов сети, т.е. за счет повышения капиталовложений. Кроме того, потери энергии
влекут за собой перерасход материалов на электростанциях, что особенно актуально в
современных условиях.
Таблица 1. Таблица типичных параметров использования электроэнергии для
средней семьи Узбекистана
№
Наименование
электроприборов
Установленные
электроприборы
Установленная
мощность Р уст
Ватт
Коэффициент
использования
Киспол
1 Электроосвещение 10 400 0,7
2 Радио прёмник 1 25 0,5
3 Телевизор 1 100 0,9
4 Холодильник 1 350 1
5 Компютер+принтер 1 1000 0,2
6 Утюг 1 1000 0,4
7 Пылесос 1 400 0,2
8 Другие приборы 4 200 0,2
ВСЕГО: 3 475 0,4
Расчет электрической нагрузки.
В таблице приведены наименование и количество электроприборов, однако не все они
одновременно могут использоваться, поэтому если принять средний коэффициент
использования 0.4, тогда расчетная нагрузка будет следующей:
Ррасч=Руст х Киспол =3475 х 0,4=1390 Ватт
Таким образом, для каждого частного дома, квартиры средняя потребляемая мощность
Ррасч=1390 Ватт = 1,39 кВт
38
Исходя из технико-экономических требований правил установки электроприборов (ПУЭ-
правила), электроприборы напряжением 220В следует подключать на расстояние не более
220-300м. Таким образом, потребители солнечных станций могут быть подключены в
радиусе 220-300м.
Рмах=3475 Ватт = 3.475 кВт
Определяем расчетный ток по формуле:
I мах= Рмах*103/ U ном *cos φ
Где Рмах -максималная нагрузка, кВт; Uном- номинальное напряжение, В; cos φ-коэфицент
мощности для квартирной сети может приниматься cos φ = 0.98
I мах=3,475*103/220*0,98= 16,1 А
По ПУЭ принимаем сечение провода АПВ 4 мм2
(I дд= 31 А)
Потери мощности и энергии обязательно учитываются при технико-экономическом
сопоставлении различных вариантов схем электроснабжения. До последнего времени
этим вопросам не уделялось должного внимания при проектировании внутренних сетей,
хотя даже оплачиваемые потребителем потери электроэнергии в этих сетях все равно
требуют расхода остродефицитного материалов.
Ниже кратко излагается методика расчета потерь мощности и энергии в основных
элементах электрических сетей.
Потери активной мощности в линях электрической сети (кВт) равны:
∆Pлиня=I2
мах* rлиня*10-3
И соответственно реактивной мощности (квар):
∆Q= I2
мах* хлиня*10-3
Иногда потери мощности в лини переменного тока выражают в процентах расчетной
мощности:
∆P’ линя=∆Pлиня*100/Pмах
Паспортные данные выбранного кабеля: Тип АПВ 220-2(1х4) : Rо=7,9 Ом/км,
Хо=0,1 Ом/км.
Активное и реактивное сопротивление линии кабеля:
;КЛoКЛ LRR (Ом) =7,9*0,220=1,73 Ом
Если реактивная составляющая сопротивлени мала и ей можно пренеберечь
Потери мощности при подключении потребителей солнечной батареи в радиусе
220 м:
∆Pлиня=I2
мах* rлиня*10-3
=16,12*1,73*10
-3=0,045 кВт
Падение напряжения кабельной линии:
39
;)( ЛooxКЛ lSinXCosRIU =16,1(7,9*0,96+0,1*0,33)*0,22=28 В.
Падение напряжение в %:
%;100%
НОМ
КЛ
U
UU =28/220*100=12 % это максимальное значение, при
нормальном режиме. Данный показатель равен 6% и это соответствует ПУЭ.
Таблица 2
Использованная литература:
1. Клычев Ш.И., Мухаммадиев М.М., Авезов Р.Р. и др. «Нетрадиционные и
возобновляемые источники энергии». Ташкент: Изд-во «Фан ва технология»-2010.
2. «Передача и распределение электрической энергии». Учебное пособие. А. А.
Герасименко, В. Т. Федин. — Ростов-н/Д.: Феникс; Красноярск: Издательские
проекты, 2010.
3. www.energobook.ru
№
Потребитель IАВ
А
IДД
А
Тип и
сечение
кабеля
RО
Ом/км
LКЛ
М
ЛP
кВт
U
%
1
Квартира
16.1 31 АПВ 220-
2(1х4)
7.9 220 0.045 6-12
40
SANOAT TARMOQLARIDA INNOVATSION MARKETING
TIZIMINI RIVOJLANTIRISHNING O’ZIGA XOS O’RNI VA
AHAMIYATI, YAPONIYA TAJRIBASI MISOLIDA
Anasxon IGAMOV
Hozirgi kunda jamiyat hayotida ijtimoiy sohani jadal rivojlantirish iqtisodiyotda intellektual
mahsulot, axborot va ilmiy texnik hamda innovatsion faoliyat ulishining o'sishi shunga olib
keldiki, innovatsiyalar huddi foydali qazilmalar, ishlab chiqarish quvvatlari va intelektual
salohiyat kabi mamlakatning boyligi hisoblana boshladi.
Bozor iqtisodiyotiga o'tishning ustuvor yo'nalishlaridan biri iqtisodiy tarmoqlarda innovatsion
islohotlar, yangilanishlarni modernizatsiya qilinishi hisoblanib, u makroiqtisodiy barqarorlikni
ta’minlash, korxonalarni yangi texnologiyalar bilan jihozlash iqtisodiyotda nodavlat sektor
ulushini oshirishga asoslanadi.
Chet elda marketingni boshqarish mavzusiga qo‘shimcha qilib, Yaponiya marketing boshqarish
jarayonining o‘ziga xos xususiyatlari to‘g‘risida gapirish mumkin. Hammaga ma’lumki,
Yaponiya dunyoda o‘z mavqeiga ega, ishlab chiqarish rivojlangan, aholining yashash sharoiti
yuqori darajada bo‘lgan boy mamlakatdir. Yaponlarni ishlab chiqarish jarayonlarini boshqarishni
iqtisoddagi o‘rnini juda yaxshi tushunganligi va undan yaxshi foydalanishi Yevropadagi boshqa
mamlakatlardan tubdan ajralib turadi. Ko‘p yillar davomida Yapon iqtisodchilari ishlab chiqarish
jarayonining texnologiyasini chuqur o‘rganib, ularning natijalaridan oqilona foydalanishni
o‘zlashtirib oldilar. Yaponiyada boshqarish tizimi juda yaxshi yo‘lga qo‘yilgan. Tizimning
asosiy prinsipi kerakli tovarlarni kerakli vaqtda va kerakli hajmda ishlab chiqarishdir.
Boshqarish tizimining vazifasi – ishlab chiqarishdan keraksiz elementlarni chiqarib tashlash,
saqlanadigan ortiqcha zaxiralarni yo‘qotishdir. Yetkazib berish va ishlab chiqarishni
avtomatlashtirilganligi, o‘z vaqtida amalga oshirishning ishlab chiqarishning to‘xtab qolmasligi,
talabning o‘zgarishiga juda tez moslashishini ta’minlab beradilar. Vaqtning o‘tishiga qarab harakat
qilish, yetkazib berishning o‘z vaqtida kerakli hajmda va assortimentda ishlab chiqarilishi
demakdir.
Igamov Anasxon. Toshkent Davlat Sharqshunoslik Instituti , 3 – kurs talabasi
41
Umuman marketing faoliyati Yaponiya korxonalarini g‘arbdagi korxonalardan ajratib turadi. Bular
albatta geografik, ijtimoiy, tarixiy omillar va davlat tuzilishini o‘ziga xos xususiyatlari bilan bog‘liq.
Quyidagi omillar Yaponiya marketingini boshqarilishiga ta’sir ko‘rsatdilar. Bular:
• ishlab chiqarish va davlat o‘rtasidagi bog‘liqlik;
• ishlab chiqarish muhiti;
• dunyo bozori uchun ishlab chiqarilgan tovarlar.
Azaldan Yaponiya davlati korxonalarini chet mamlakatlar bilan rivojlana olishini ta’minlashi
uchun, ularga har xil mablag‘lar ajratgan. Chunki geografik va tabiiy sharoiti Yaponiyani shunga
majbur etgan.
Ushbu o‘rinda Yaponiyaning dunyodagi o‘rni, iqtisodiy kuchi va muvaffaqiyatini ko‘rsatish uchun
ayrim statistik ma’lumotlarni keltirmoqchimiz. Jahon bozorida sotiladigan soatlarning 82 foizi,
mototsikllarning 55 foizi, telefon apparatlarining 66 foizi, videomagnitofonlarning 84 foizi, rangli
televizorlarning 53 foizi, kalkulyatorlarning 17 foizi, fotokameralarning 84 foizi Yaponiyaga
tegishlidir. 1985-yilning o‘rtalarida «Artur D.Pittl» konsultatsion firmasi barcha mamlakatlardagi
firmalarning boshqaruv tabaqasiga anketa so‘rovi tarqatdi. Anketa so‘rovlarini o‘tkazishdan
maqsad, korxonalarning ayrim elementlariga yangiliklar kiritishning o‘rni qandayligini aniqlash edi.
Yevropaliklar umumiy ish vaqtining 26%, Shimoliy Amerikaliklarning 24% va
Yaponiyaliklarning 33,3%i yangiliklarni kiritish muammolari bilan band bo‘lar ekan
(www.jica.com).
Boshqa mamlakatlarga nisbatan Yaponiya marketingga yangiliklar kiritishi qancha miqdorda
bo‘lishini ta’kidlaganini quyidagi solishtirishdan ko‘rishimiz mumkin.
Yaponiya korxonalarining boshliqlari marketingni boshqarish jarayonida, tovar ishlab chiqarishda,
boshqa mamlakatlarga nisbatan ko‘proq yangiliklar kiritishga, yangi tovarlar ishlab chiqarishga,
bozorlarni o‘rganishda yangi segmentlarni izlash, yangi ehtiyojlarni qondirishga, marketingdan
ko‘proq foydalanishga intilishlarini ko‘rib turibmiz.
Keyingi 10 yillar ichida yaponlar o‘z marketing quvvatini dunyoga namoyish etdi. Marketingni
boshqarishda iste’molchilar sotib olishni xohlaydigan tovarlarni ishlab chiqarish zarurligini va bu
tovarlarni eng qisqa vaqt ichida bozorga chiqarishga intiladilar. Yaponiya, umuman boshqarish
jarayonida «sekin-tez» prinsipi orqali ish tutadi, deyish mumkin.Ko‘pgina ishbilarmon yapon
biznesmenlarining qaror qabul qilishida ikkilanishi, sekin ish yuritishni qayd qilish mumkin.
Boshqarish toki bir yechimga, fikrga kelmaguncha, juda sekin boradi. Bu sekinlik bozorni chuqur
o‘rganishni, tovarni o‘rganishni va sotishni yaxshi borishi rejalarini samarali tuzilishini
42
ta’minlaydi. Qaror qabul qilingach, yapon firmalari yangi-yangi tovar va xizmatlarni tezlik bilan
bozorga kiritib, bozorni qamrab oladilar.
«Mitsubisi» firmasi ilmiy-tadqiqot instituti xodimlarining fikricha, tovar chiqarishdan oldin, uni
qanchalik ko‘p emas, balki kam ishlab chiqarish kerakligini aniqlash lozim bo‘ladi. Chunki
Yaponiyadagi raqobat shuni talab qiladi.
Korxonaning marketing xizmati tajriba-eksperiment ishlarini amalga oshirish uchun zarur bo‘lgan
xomashyo va materiallarning kerakli miqdorining mavjud bo‘lishi, ularni yaratish va amalga
oshirish bilan ham shug‘ullanadi. Ishlab chiqarish kerakli miqdordagi tovar, ishlab chiqarish uchun
javobgarlikni o‘ziga oladi. Buxgalteriya xizmati daromad va xarajatlarni kuzatib boradi. Ish naqadar
muvaffaqiyatli borayotganini marketing xizmatiga bildirib turadi, barcha ko‘rsatkichlar bo‘yicha
kerakli axborotni beradi. Bu bo‘linmalar faoliyati u yoki bu darajada marketing xizmati rejalarida
ham, harakatlarida ham o‘z aksini topadi, ular o‘z navbatida oldiga qo‘yilgan masalalarni hal
etishga yordam beradi.
Chet el amaliyoti shuni ko‘rsatadiki, tashkil qilinadigan marketing xizmatlari strukturasi amal
qiluvchi sistemaning egiluvchanligini, mustahkamligini ta’minlashi kerak. Bu shartlar qarorlarini
tezkor qabul qilish, ularni amalga oshirish, boshqaruv xizmatlarining tashkiliy tuzilishi va
xususan, maqsadli ish guruhlari shakllanishida nazorat qilinishi kerak.
Marketing xizmatlarining tashkiliy strukturalarining tezkorligi, egiluvchanligi va
moslanuvchanligi alohida bo‘linmalar kompensatsiyasi, majburiyatlari, huquqlarining
reglamentatsiyasi, shuningdek, firmaning uzoq muddatli marketing strategiyasi bilan
ta’minlanadi. Marketing xizmatlarining tashkiliy tuzilishida firma umumiy boshqaruvi
funksional xizmatlari bilan marketing xizmatlari orasida to‘g‘ri va teskari, “aks” aloqani
ta’minlash muhimdir, odatda, struktura sodda bo‘lsa, koordinatsiya qiluvchi va markaziy
boshqaruv xizmatlari soni shuncha kam, boshqarish sistemasi shunchalik mustahkam va yutuqqa
erishish ehtimoli shuncha yuqori bo‘ladi.
Tashkiliy tuzilishda strukturaning ishlab chiqariladigan tovar va xizmatlar assortimentini
spetsifikatsiyaga mos kelishi; tashkiliy strukturaning sotish bozori qaytimining hajmi va ularning
xarakteristikalariga mos kelishi; firma tashkiliy strukturasining bozorni segmentlashni
chuqurlashtirishga yo‘naltirilganligi, alohida iste’molchilar guruhiga differensiyallashgan
yondashishni qo‘llash hisobga olinadi. Bular masalalarni hal etishga yordam beradi. Shunday
sifat va xarakteristikali tovarlarni sotishni tezlashtirish maqsadida natijaviy iste’molchilar
43
guruhlari bo‘yicha xizmatlar shakllanadi. Boshqaruv ishlab chiqarish bo‘limlarining bunday
tashkil etilishi maqsadli bozorlar bo‘yicha xizmatlar yaratishini ko‘zda tutadi.
Marketing guruhlari yoki bo‘limlarining tashkiliy tuzilishi shu kompaniya, firma, tashkilot yoki
korxonaning joylashuvi, tabiiy sharoiti va umuman olganda, o‘sha joyning regional xususiyatlari
bilan ham belgilanadi va kelib chiqadi. Masalan, yirik sanoat markazida, industrial shaharda
joylashgan firmaning marketing bo‘limi shu yerning madaniy rivoji, aksariyat ishchilaridan
iborat xodimlarning ehtiyoji, fe’l-atvori kabi xususiyatlarini o‘zida aks ettirmog‘i lozim.
Xulosa qilib shuni ta’kidlash lozimki, O’zbekiston va Yaponiya o’rtasidagi savdo munosabatlari
jadal sur’atlar bilan rivojlanmoqda. O’zbekistonning eksport-import tarkibida Yaponiyaning
ulushi 2000-yilda 0,4 va 1,9 foizni tashkil etgan bo’lsa, 2012-yilga kelib bu ko’rsatkich 0,1 va
1,3 foizga teng bo’ldi. 2000-2012-yillar oralig’ida ikki davlat o’rtasidagi tashqi savdo aylanmasi
3,4 martaga oshdi.
Rivojlanayotgan va rivojlangan mamlakatlar iqtisodiy rivojlanish darajasi o’rtasidagi farqni
bartaraf etishning strategik vositasi - bu sanoatlashtirish siyosatidir. Respublikamizda import
o’rnini qoplash va eksportga yo’naltirilgan siyosatni olib borish, iqtisodiy rivojlanishning keng
tarmoqli manbalaridan foydalanish, tadbirkorlik kapitalini qayta ishlash sanoati va xom-ashyo
tarmoqlariga keng imkoniyatlar yaratib berishda xorij tajribasi muhim omil bo’lib xizmat qiladi.
Foydalanilgan adabiyotlar.
1. www.jica.com Yaponiya statistik ma’lumotlari
2. www.ft.com
3. www.economist.com
44
ҚИШЛОҚ ХЎЖАЛИГИДА КООПЕРАЦИЯ
МУНОСАБАТЛАРИНИНГ ЯНГИ МАҲСУЛОТ
ЕТИШТИРИШДАГИ ЎРНИ ВА УНИНГ МАҲСУЛОТ
БЕЛГИСИНИ ШАЛИЛЛАНТИРИШДАГИ РОЛИ
Аслиддин АБДУЛЛАЕВ, Сухроб ДАВЛАТОВ
Ўзбекистон Республикаси қишлоқ хўжалигида хусусий мулкчилик ва тадбиркорлик
эркинлигига асосланган фермер хўжаликлари шаклланиб, уларнинг қишлоқ хўжалигида
тутган ўрни тобора мустаҳкамланиб бормоқда. Мамлакатимиз аҳолиси ҳаётининг
фаравонлиги, қишлоқ хўжалигининг истиқболдаги тараққиёти фермер хўжаликларининг
ҳар томонлама ривожланиши билан боғлиқ. Зеро, хўжалик юритишнинг бу шакли
ривожланган мамлакатларнинг узоқ даврли тажрибасида ўзининг самарадорлиги,
рақобатбардошлиги, бозор конъюктурасига тез мослаша олиши каби хусусиятларини
намоён эта олди.
Мамлакатимизнинг рақобатдошлигини оширишни таъминлаш учун иқтисодиётни
таркибий ўзгартириш сиёсатида қишлоқ хўжалигидаги ислоҳотлар етакчи ўринни
эгаллайди. Ўзбекистон Республикаси Президенти И.А.Каримов (2009) «Ўтган давр
мобайнида орттирган тажрибамиз фермерликни янада ривожлантириш учун бир қатор
жуда муҳим муаммоларни, хусусан, фермер хўжаликларининг барқарорлиги, уларнинг
самарадорлигини ошириш билан боғлиқ масалаларни ҳал қилишни қатъий талаб
этмокда”,-деб таъкидладилар.
Ўзбекистон Республикасида хусусий мулк ва эркин тадбиркорликка асосланган фермер
хўжаликлари шаклланиб, уларнинг қишлоқ хўжалигида тутган ўрни тобора
мустаҳкамланиб бормоқда. Хўжалик юритишнинг мазкур шакли тажрибада ўз
самарадорлиги, рақобатбардошлиги ва бозор конъюнктурасига тез мослаша олиши каби
хусусиятларга эга эканлигини намоён эта олди.
Бухоро вилоятида 2014 йилда 3297,4 млрд.сўмлик ялпи қишлоқ хўжалик маҳсулотлари
етиштирилди. Шундан 1434,9 млрд.сўмини чорвачилик маҳсулотлари ташкил этди. 2013
йилнинг шу даврга нисбатан ялпи қишлоқ хўжалик маҳсулотлари ишлаб чиқариш
Аслиддин Абдуллаев, Бухоро Давлат университети “Иқтисодиёт” кафедраси катта ўқитувчиси,
Сухроб Давлатов, Бухоро Давлат университети “Иқтисодиёт” кафедраси ўқитувчиси
45
солиштирма нархда 106,8 фоизга ўсди. Вилоят қишлоқ хўжалигининг етакчи тармоғи
пахтачилик бўлиб, у билан бир каторда, дончилик, сабзавот – мевачилик, чорвачилик ва
бошка тармоқлар ҳам ривожланиб бормоқда.
1-жадвал.
Бухоро вилоятида аҳоли жон бошига асосий турдаги қишлоқ хўжалиги
махсулотлари ишлаб чиқариш динамикаси, кг
(Манба: Бухоро вилояти хокимининг 2014 йил якунлари маърузасидан )
Тармоқлар,
йиллар 1995* 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Мева 8,5 40,2 42,3 51,1 57,3 61,9 70,4 76,3 81,6 91,9 95,8 103,8 113,2
Узум 22,2 43,6 43,6 63,4 68,5 77,8 85,1 46,1 54,4 60,9 64,1 72,5 79,7
Сабзавот 18,4 108,6 114,9 128,4 137,5 145,7 166,6 182,9 194,7 216,1 229,1 253,3 272,2
Картошка 1,1 32,1 33,8 37,6 39,7 43,4 52,5 59,7 62,4 70,2 71,1 81,9 89,7
Полиз 5,7 25,6 27,0 29,8 32,9 35,3 38,6 41,7 44,1 48,5 51,2 54,7 59,4
*-Дехкон ва фермер хужаликлари маълумотларисиз
Ўзбекистон Республикаси Президентининг 2011 йил 31 октябрдаги "2012-2015
йилларда Республика озик-овкат саноатини янада ривожлантириш ва бошкарувни
такомиллаштириш буйича чора-тадбирлар тугрисида"ги ПҚ-1633-сонли карори
билан тасдикданган "2014 йилда Бухоро вилоятида гушт, сут, мева-сабзавот ва
узумни кайта ишлашга ихтисослашган янги замонавий корхоналарни қуриш хамда
мавжудларини модернизация ва реконструкция қилиш инвестиция лойихалари
дастури"га асосан 2014 йилда қиймати 7,7 млн. долларга тенг 16 та лойихани амалга
ошириш белгиланган эди. 2014 йил давомида 4,6 млн. доллар ва 3,1 млрд. сўмга
тенг 21 та лойиҳа амалга оширилиб, 150 та янги ишчи ўринлари яратилди.
Фермерликни ривожлантириш мақсадида республикамизда қатор ибратли ишлар
амалга оширилишига қарамасдан, фермер ёки деҳқон хўжаликларининг бевосита
ўзларига боғлиқ бўлган айрим муаммолар вужудга келмоқда.
46
Фермерликни ривожлантириш мақсадида республикамизда қатор ибратли ишлар амалга
оширилишига қарамасдан, фермер ёки деҳқон хўжаликларининг бевосита ўзларига боғлиқ
бўлган айрим муаммолар вужудга келмоқда. Яъни, ер ва сувдан, моддий-техник,
молиявий ва меҳнат ресурсларидан самарали фойдаланишни ташкил этиш; маҳсулот
ишлаб чиқариш ва сотишни оптимал режалаштириш; сарф-харажатларни камайтириш ва
маҳсулот сифатини ошириш ҳисобига қишлоқ хўжалиги ишлаб чиқариш
рақобатбардошлигини ошириш; илм-фан ютуқларидан фойдаланган ҳолда ресурслар
тежовчи технологияларни жорий этиш шулар жумласидандир.
1-расм. 2000-2013 йилларда Бухоро вилоятида етиштирилган қишлоқ хўжалиги
махсулотларининг аҳоли жон бошига нисбатан ўзгариш динамикаси.
Фермерликни ривожлантириш мақсадида республикамизда қатор ибратли ишлар амалга
оширилишига қарамасдан, фермер ёки деҳқон хўжаликларининг бевосита ўзларига боғлиқ
бўлган айрим муаммолар вужудга келмоқда. Яъни, ер ва сувдан, моддий-техник,
молиявий ва меҳнат ресурсларидан самарали фойдаланишни ташкил этиш; маҳсулот
ишлаб чиқариш ва сотишни оптимал режалаштириш; сарф-харажатларни камайтириш ва
маҳсулот сифатини ошириш ҳисобига қишлоқ хўжалиги ишлаб чиқариш
рақобатбардошлигини ошириш; илм-фан ютуқларидан фойдаланган ҳолда ресурслар
тежовчи технологияларни жорий этиш шулар жумласидандир.
Юқоридаги масалаларни ҳал этиш йўлларидан бири уларни турли хил кооперативларга
бирлаштиришдир. Фермер хўжаликлари кооперативларга бирлашиш орқали ўзларининг
ижтимоий-иқтисодий ҳолатини яхшилашга муваффақ бўлишлари мумкин. Кооперация
8,5
36,4 37,8 40,2 42,351,1
57,3 61,970,4
76,3 81,691,9 95,8
103,8113,2
22,2
42,4 42,4 43,6 43,6
63,4 68,577,8
85,1
46,154,4
60,9 64,172,5
79,7
18,4
105,3 106,4 108,6114,9
128,4137,5
145,7
166,6
182,9194,7
216,1
229,1
253,3
272,2
1,1
30,1 30,7 32,1 33,837,6
39,743,4
52,5
59,762,4
70,2 71,1
81,9
89,7
5,7
23,2 24 25,6 2729,8
32,935,3
38,641,7
44,1
48,551,2
54,7
59,4
0
50
100
150
200
250
300
1995* й 2000 й 2001 й 2002 й 2003 й 2004 й 2005 й 2006 й 2007 й 2008 й 2009 й 2010 й 2011 й 2012 й 2013 й
0
10
20
30
40
50
60
70
80
90
100
Мева Узум Сабзавот Картошка Полиз
47
алоқаларини ривожлантириш 2011 йилга мўлжалланган иқтисодий дастурнинг муҳим
йўналишларидан бири қилиб белгиланиши ҳам айни муддао бўлди.
Республикамизда аграр ислоҳотларни амалга оширишнинг бугунги босқичига келиб,
қишлоқ хўжалиги тармоғини ривожлантиришнинг муҳим йўналишларидан бири бу –
“қишлоқ хўжалиги маҳсулотлари етиштириш”-“тайёрлаш ва ташиш”–“қайта ишлаш”–
“сотиш” бўғинлари доирасида қишлоқ хўжалиги маҳсулотларининг сифати бузилиши ва
нобудгарчи-лиги олдини олиш йўлларини қидириб топиш орқали қўшилган қиймат
яратиш имкониятларини кенгайтиришдир. Бунда кўп сонли фермер ва деҳқон
хўжаликларини кенг кўламда кооперация жараёнига жалб этиш катта аҳамият касб этади.
БМТ Бош ассамблеяси томонидан 2012 йил – Халқаро кооперативлар йили деб эълон
қилди, бунда кооперативларнинг ижтимоий-иқтисодий ривожланишдаги ҳиссаси
таъкидлаб ўтилди. ХХI асрда жаҳон ҳамжамиятида бўлганидек, Ўзбекистонда ҳам
иқтисодиёт ривожланишидаги ютуқлар маълум жиҳатдан инсоният ўтмиш аждодлар
тўплаган ижобий тажрибадан қай тариқа самарали ва кенг миқёсда фойдалана олишига
боғлиқ.
Замонавий жаҳон амалиёти, шунингдек маҳаллий тажрибага биноан қишлоқ
хўжалигининг илгариловчи ҳаракати маълум маънода кооперация афзалликларидан
фойдаланиш орқали белгиланади. Аграр тармоқдаги кооперациянинг умумий моҳияти
шундан иборатки, бунда энг аввало кучли бозор рақобатига бардош бериб, ўз олдига
иқтисодий ва ижтимоий ҳолатини яхшилашни мақсад қилиб қўйган бозор субъектларининг
эркин тадбиркорлик ва бизнес билан шуғулланишида маълум соҳалларда фаолиятини
бирлаштириши ва кооперация жараёни иштирокчиларини бозордаги турли монополист
ташкилот ва тузилмалар фаолиятидан ҳимоя қилиш кўзда тутилади.
Кооперативга ҳудуд жиҳатдан яқин бўлган хўжаликлар ихтиёрий равишда
бирлашишлари мумкин, унга фермер хўжаликларидан ташқари, ҳар қандай қишлоқ
хўжалиги маҳсулотлари ишлаб чиқарувчи субъектлар ҳам аъзо бўлишлари мумкин.
Шу нуқтаиназардан ёндашадиган бўлсак, фермер хўжаликлари иштирокида ташкил
этиладиган кооперация жараёни иқтисодий ва ижтимоий моҳияти жиҳатидан қуйидаги
йўналишларда ташкил этилиши лозим.
фермер ва деҳқон хўжаликларининг меҳнатдан фойдаланиш билан боғлиқ
кооперацияси.
48
фермер ва деҳқон хўжаликларининг қишлоқ хўжалиги ва ноқишлоқ хўжалик
йўналишидаги асосий воситалардан фойдаланиш билан боғлиқ бўлган кооперацияси;
фермер ва деҳқон хўжаликларининг ер ресурсларидан фойдаланиш борасидаги
кооперацияси;
фермер ва деҳқон хўжаликларининг савдо ва таъминот кооперацияси;
фермер ва деҳқон хўжаликларининг кредит ва суғурта кооперацияси;
фермер ва деҳқон хўжаликларининг кўп тармоқли кооперацияси.
Ўзбекистон Республикаси Президенти Ислом Каримов таъкидла гани дек, сўнгги
пайтларда аграр секторнинг ҳамма тармоқларида жиддий силжишлар кузатилмоқда. Ўтган
йилда ҳамма асосий қишлоқ хўжалиги экинлари бўйича юқори ҳосилдорликка эришилган
– 3 миллион 400 минг тоннадан зиёд пахта, мамлакатимиз қишлоқ хўжалиги тарихида
биринчи марта 8 миллион 50 минг тонналик юксак ғалла хирмони бунёд этилди.
Президентимизнинг таъкидлашича: “хорижий мамлакатлар тажрибасини чуқур ўрганиш,
қишлоқ хўжалигини иқтисодий ислоҳ этиш бўйича туб ўзгаришлар, бозор
муносабатларини жорий этиш ва қишлоқда хусусий мулкчилик шаклларини
ривожлантириш, фермерлик ҳаракатини ривожлантириш учун ҳуқуқий, ташкилий ва
молиявий шароитлар яратиш бундай юқори натижаларга эришиш имконини берган таянч
омиллар десак, муболаға бўлмайди
Хулоса қилиб ҳозирги кунда кўп укладли иқтисодиётда хўжалик юритиш кооператция
муносабатларига асосланган мулкчилик шаклининг барпо этилиши ҳамда ривожланиши
муҳим ўрин тутади.
Фойдаланилган адабиётлар рўйхати
1. Каримов И.А. “Ўзбекистонда озиқ-овқат дастурини амалга оширишнинг муҳим
захиралари” мавзусидаги халқаро конференциянинг очилиш маросимидаги нутқи. //Халқ
сўзи, 2014 йил 7 июнь.
2. Каримов И.А. 2014 йил юқори ўсиш суръатлари билан ривожланиш, барча мавжуд
имкониятларни сафарбар этиш, ўзини оқлаган ислоҳотлар стратегиясини изчил давом
эттириш йили бўлади. //Халқ сўзи, 201 4 йил 18 январ.
3. Каримов И.А. Жаҳон молиявий-иқтисодий инқирози, Ўзбекистон шароитида уни
бартараф этишнинг йўллари ва чоралари. - Т.:Ўзбекистон, 2009. – 22б.
4. Киселева Е.Н., Власова О.В., Коннова Е.Б. Рынок продовольственных товаров: учебное
пособие. http://www.plam.ru/ucebnik/rynok_prodovolstvennyh
_tovarov/p2.php.
5. Портер М. Конкуренция. Пер. с англ. – М.: Издательский дом “Вильямс”, 2005.
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6. Исамиддинов М. Маҳсулотларни совуқхонада сақлаш: қўлланма/ БМТ ТДнинг
Ўзбекистондаги ваколатхонаси, Ўзбекистон Республикаси Ташқи иқтисодий алоқалар,
инвестициялар ва савдо вазирлиги. –Т.: Бақтрия пресс, 2013. – 10 б.
www.undp.uz/ru/download/index.php?type=publication&id.
7. Гилоснинг шифобахш хусусиятлари. http://fikr.uz/posts/Tosh_far_ M_I/14769.html.
8. Олма енг, соғлом бўлинг. http://fikr.uz/posts/fikr_salomatlik/4369.html.
9. Узумнинг шифобахшлиги ҳақида. http://ft.uz/cgi-bin/main.cgi?lan=u&raz
=8&id=662.
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BOZORDA YANGI TOVARGA BO`LGAN TALABNI
SHAKLLANTIRISH VA SOTUVNI RAG`BATLANTIRISH
YO`LLARI
Shahlo BOBOKULOVA
Fan-texnika taraqqiyoti natijasida texnologiyalardagi o`zgarishlar, iste’molchilar ehtiyojlari,
o`zaro raqobat tufayli firma doimiy ishlab chiqarayotgan tovarlari bilan cheklanib qolmasligi
kerak. Iste’molchilar doimo takomillashgan va keng assortimentli yangi tovarlarga talabgor
bo`lishadi. Bozorda yangi bo`lgan mahsulot – bu eng yangi talabni qondiruvchi yoki ma’lum
talabni qodiruvchi va ma’lum talabni yangi darajada ta’minlovchi maxsulotdir. Raqobatchi
firmalar yangi tovarga bo`lgan talabni qondirish maqsadida yangi turdagi mahsulotni ishlab
chiqarish uchun bor kuchini safarbar etadi. Hozirgi kunda marketingni keng qo`llaydigan
korxonalar amalda har 1-2 yilda yangiliklarni ishlab chiqishga harakat qilishadi. Chunki hozirgi
kun iste’molchilari ishlab chiqaruvchilardan innovatsion loyihalarni, yangi turdagi maxsulotlarni
kutishadi. Ammo shu bilan birga iste’molchilar orasida har qanday yangiliklarni qabul
qilavermaydigan iste’molchilar ham mavjud. Shunga ko`ra, yangi tovarni qabul qilish bo`yicha
iste’molchilarni quyidagi guruhlarga bo`lish mumkin:
1) Supernovatorlar – shaharda yashovchi, yangilikka moyil, oliy tabaqadagi kishilar bo`lib,
ular jami iste’molchilarning 2.5 foizini tashkil qiladi. Ularga yuqori daromadli iste’molchilar,
snob tovarlari xaridorlarini misol qilishimiz mumkin.
2) Novatorlar – supernovatorlarga o`xshaydigan, ammo o`z harakatlarida ozgina ehtiyotkor
bo`lgan iste’molchilar guruhi bo`lib, ular jami iste’molchilarning 13,5 foizini tashkil qiladi. Ular
daromadi supernovatorlar daromadiga nisbatan pastroq bo`lgan iste’molchilar hisoblanishadi.
3) Oddiy iste’molchilar – ular bozor sig`imining 34 foizini tashkil qiladi. Ularga, asosan,
qishloq joylarda va kichik shaharchalarda yashovchi, tavakkal qilmaslikka harakat qiluvchi
kishilar kiradi. Ularga misol qilib faqat olgan maoshi, nafaqasi, stipendiyasiga kun kechiruvchi
iste’molchilarni aytishimiz mumkin.
4) Konservatorlar – ular ham iste’molchilarning 34 foizini tashkil qiladi. Konservatorlar har
qanday yangiliklarni ham qabul qilishavermaydi. Ularga yoshi katta kishilar va unchalik nufuzli
bo`lmagan ishlarda band bo`lgan iste’molchilar kiradi.
Bobokulova Shahloxon ToshDShI XMI va mamlakatshunoslik fakulteti, 3-kurs koreys-ingliz guruhi talabasi
Bobokulova Shahloxon
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5) Superkonservatorlar – bunday shaxslar jamiyatning turli qatlamlariga mansub bo`lib, har
qanday yangi, mukammal tovar taklif qilinganda ham o`z qadriyatlariga sodiq qolgan
iste’molchilar hisoblanadi. Ularga bir qolipga tushib qolgan, o`z qarashlarini o`zgartirmaydigan,
yangiliklarga umuman qiziqmaydigan kishilar kiradi. Superkonservatorlarga uy-ro`zg`or
ishlariga mukkasidan ketgan uy bekalari misol bo`la oladi. Ular jami iste’molchilarning 16
foizini tashkil qiladi.
Dastlabki 3 guruh iste’molchilari yangi tovar xaridining 90 foizini tashkil qiladi.
Demak, yangi tovarni shakllantirish va uning sotuvida iste’molchilarning didi, dunyoqarashi
muhim omil hisoblanadi.
Yangi tovarni shakllantirishda yana nimalarga e’tibor berish kerak? – degan savol tug`ilishi
tabiiy hol. Bunda quyidagi asosiy qoidalarga rioya qilish marketing faoliyatida maqsadga
erishishda ijobiy samara beradi:
Mahsulotni shakllantirishda, eng avvalo, iste’molchi xohish-istaklarini o`rganish,
ularning talabini maksimal darajada qondirishni o`ylash;
Kelajakda mahsulotni sotish bo`yicha yuzaga keladigan xavf-xatarlarni aniqlash va
zaruriy choralarni qo`llash;
Yangi mahsulotni shakllantirishda zamonaviy marketing bo`yicha yuqori bilim va
tajribaga ega iqtidorli jamoani tuzish;
Maqsadga olib boruvchi asosiy yo`lni rejalashtirish;
Inqirozga uchrash holatlarini hisobga olgan holda rejalarni o`zgartirishga tayyor turish.
Bulardan tashqari, yangi mahsulotni shakllantirishda ehtiyot shart quyidagi xatolarga yo`l
qo`ymaslik kerak:
Bozorni o`rganmasdan turib yangi loyihani shakllantirish;
Yangi raqobatchilar xavf-xatarini mensimaslik;
Shuhratparastlikka berilish;
Mahsulotni eskirib qolishiga yo`l qo`yish.
Yangilik yaratishda firmadan juda katta tavakkal qilish talab etiladi. Yangi mahsulotni
shakllantirish, uning sotuvini rivojlantirish, iste’molchilar diqqatini jalb etish uchun yuqorida
ta’kidlab o`tilgan har bir guruhning xohish-istaklarini hisobga olgan holda ularga manzur
bo`ladigan, ularning talabini maksimal darajada qondira oladigan tovar ishlab chiqarish
jarayonini yo`lga qo`yish kerak. Buning uchun iste’molchilarni ularning xohish- istaklari,
ularning dunyoqarashiga mos ravishda segmentlansa, ijobiy samara beradi. Bundan tashqari
yangi tovarga nisbatan iste’molchilarning munosabatini aniqlashda mijozlar o`rtasida anketali
so`rovlarni amalga oshirish, anketaga nisbatan iste’molchilar munosabatini aniqlash ham
ko`zlangan maqsadga erishishning dastlabki qadamlari dan biri hisoblanadi.
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Xulosa o`rnida shuni ta’kidlash joizki, hozirgi kunda bozor iqtisodiyoti sharoitida raqobat borgan
sari kuchayib bormoqda. Bunday vaziyatda raqobatchilarni yengish, bozorda o`z o`rnini topish,
yuqori foyda olish uchun doimo yangi turdagi tovarlar ishlab chiqarish orqaligina
iste’molchilarning talabini qondish mumkin. Shuning uchun ham marketingning eng muhim
masalalaridan biri yangi turdagi tovar ishlab chiqarish strategiyasini puxta o`rganish va uni
izchillik bilan amalga oshirishni taqazo etadi.
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КОНЦЕПЦИЯ ПРОМЫШЛЕННОГО МАРКЕТИНГА
Улугбек Элмонов, Замира МУСАЕВА
Промышленный маркетинг – это продвижение на рынок продукции, которую
используют в своем производстве промышленные предприятия. К такой продукции
относятся сырье, материалы, комплектующие.
Сущность промышленного маркетинга заключается в создании для клиентов
потребительской стоимости товаров и услуг, которые направлены на удовлетворение
потребностей организаций и достижение их целей. Концепция промышленного
маркетинга включает в себя три основных компонента:
- маркетинговые действия должны начинаться и базироваться на изначальных
потребностях клиента-организации;
- ориентация на клиента должна проходить через все функциональные подразделения
предприятия, включая научно-исследовательскую сферу, инженерное дело, производство,
сбыт готовых изделий, финансы;
- удовлетворение клиента организации должно быть рассмотрено, как средство к
достижению долгосрочных целей по повышению доходности предприятия-производителя
товаров производственно-технического назначения.
Важнейшей особенностью промышленного маркетинга является представление об
экономике страны, как об объединении трех крупных экономических блоков отраслей
народного хозяйства: добывающих отраслей промышленности, обрабатывающей
промышленности и потребляющих (использующих) отраслей. Основной
поток товаров идет от добывающих отраслей промышленности через обрабатывающие к
потребляющим (использующим) отраслям, корпорациям и объединениям. Часть товаров
идет в противоположном направлении (капитальное имущество, оборудование и
вспомогательные материалы), т.е. от обрабатывающих отраслей к добывающим, хотя их
объем невелик по сравнению с массой товаров, идущей от обрабатывающих отраслей к
конечным потребителям (отдельным физическим лицам и домохозяйствам, покупающим
Улугбек Элмонов, Ташкентский Финансовый Институт, студент группы М-01,
Замира Мусаева (Науч. руков.), Ташкентский Финансовый Институт, ст.преподаватель кафедры
«Менеджмент и маркетинг»
54
товары для удовлетворения личных нужд), к государственным учреждениям,
представителям институционального рынка, промышленным коммерческим потребителям
и экспортерам.
Поэтому промышленный маркетинг можно квалифицировать как деловые отношения в
сфере рынка товаров производственно-технического назначения, направленных на
продвижение этих товаров (деловых услуг) от предприятий, которые их производят, к тем
организациям и фирмам, которые приобретают их для последующего использования при
производстве определенного товара или для перепродажи без изменения.
В традиционном маркетинге, где конечный товар или услуга приобретается
непосредственно физическим лицом, существует возможность отследить соотношение
спроса и производства товаров. В промышленном маркетинге это сделать гораздо
сложнее, т.к. в роли производителя и в роли покупателя выступает предприятие или
организация, представленная юридическим лицом, поэтому продвижение
промышленного бренда имеет свои особенности.
В промышленном маркетинге потребитель обладает высоким уровнем компетенции, т.к.
хорошо ориентируется в коммерческой и в технологической сфере, знает конъюнктуру
рынка, предложения альтернативных поставщиков и их конкурентные преимущества.
Разрабатывая промышленный имидж, нужно учитывать следующие особенности сбыта
продукции:
- объёмы больших закупок;
- технически сложный товар;
- высокий риск покупателя;
- продолжительное время покупки;
- сложный процесс принятия решения о покупке;
- покупательский профессионализм;
- тесные взаимоотношения между продавцом и покупателем;
- производный спрос и взаимовлияние.
Разработка продуктов на промышленном рынке стимулируется техническим прогрессом.
На потребителей промышленных предприятий редко производит впечатление голая
констатация фактов, им потребуются техническое пояснение и подтверждение подобных
заявлений. На промышленных рынках число покупателей гораздо меньше, и они
стараются приобрести продукцию оптом для производственного потребления.
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«Промышленный» покупатель более компетентен как в коммерческой, так и в
технологической сфере, хорошо знает конъюнктуру рынка, предложения альтернативных
поставщиков, их конкурентные преимущества. Компетентный покупатель требует
профессионального обслуживания. Индивидуализация процесса обслуживания, влияние
личных контактов на взаимоотношения с покупателями является важной чертой
маркетинговой деятельности на промышленных рынках (Горячев 2011).
Предмет промышленного маркетинга – взаимоотношения между деятелями рынка,
возникающие в результате их деловой активности (технического экономического
сотрудничество, отношения купли-продажи, деловые переговоры, финансовые
отношения, конкурентные отношения, технологические связи и т.д.).
Использованная литература
1. Александр Горячев 2014. «Промышленный маркетинг: особенности и акценты»
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СТРАТЕГИЯ ПРОМЫШЛЕННОГО МАРКЕТИНГА
Замира МУСАЕВА*
Определение стратегии промышленного маркетинга начинается с изучения реального или
потенциального промышленного покупателя и его специфических нужд.
Осуществление стратегии предполагает собой развитие долгосрочных отношений с
покупателями посредством разработки и реализации отдельных маркетинговых стратегий,
которые были бы рассчитаны на каждого конкретного клиента и включали основные
компоненты маркетинговой деятельности, к которым относятся:
товарная политика;
сервисная деятельность и сбытовая политика;
политика в ценообразовании;
коммуникационная стратегия.
Ассортиментная позиция – это конкретная модель, разновидности или конкретные марки
отдельных товаров, которые предприятие предлагает потребителю.
Факторы, способствующие расширению товарного ассортимента:
промышленные покупатели стараются закупать разновидность продуктов у
одного поставщика;
торговый агент успешно реализовывает несколько различных продуктов;
продажа нескольких разновидностей продуктов способствует сокращению
издержек;
для разработки новых продуктов специальные модификации являются основой;
привлечение оптовых покупателей на широкий ассортимент;
незадействованные мощности производства и труда;
целесообразность использования побочных продуктов производства.
Факторы, способствующие изменению ассортимента продукции:
научно-исследовательские и опытно-конструкторские разработки;
изменения в ассортименте конкурентов товаров и услуг;
изменение спроса на отдельные виды товаров.
* Замира Мусаева, Ташкентский Финансовый Институт,ст. преподаватель кафедры «Менеджмент и
маркетинг»
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Также существуют нетрадиционные формы продаж: аренда с возвратом, долгосрочная
аренда с правом последующего выкупа, рассрочка платежа, бартер и др.
Решая вопросы ценообразования необходимо иметь в виду, что:
на промышленных рынках спрос неэластичен;
промышленный покупатель может связать это с контрабандой или низким
качеством продукта, устанавливание очень низких цен;
предложение продукта по более низкой цене, чем у конкурентов, увеличит
объемы сбыта.
Важной частью маркетинга в промышленной сфере является формирование программы
вывода товара на рынок. В нее входят: определение подхода к формированию бренда
товара, разработка атрибутивной модели продвижения продукта; определение
планируемой относительной полезности товара по сравнению с аналогами или
заменителями.
Продвижение бренда или продукта среди профессиональных оптовых компаний зависит,
прежде всего, от количества набора инструментов и максимального объема помощи в
работе дилерской компании. Наиболее эффективными инструментами продвижения
бренда при условии производства или эксклюзива на поставку являются:
1. Собственный трейд-маркетинг. В него входят рейтинг и мониторинг популярных
моделей каталога, также постоянный опрос по вариантам уникального торгового
предложения, опросы продавцов и совместные с ними разработки усиления направлений и
оформления мест продаж.
2. Сервис продаж, который включает: разработку многоуровневой системы сервиса услуг
продаж для бизнеса, VIP, эконом-клиентов, обученный персонал на телефонах
региональной «Горячей линии», проводить профессиональные консультации по телефону,
техническую библиотека с закрытым доступом только для персонала авторизованных
компаний.
3. Обучение продавцов по позиционированию и истории бренда; создание и внедрение
учебника продавца с фактическими данными по бренду, географии его присутствия в
мире, преимуществами их продукции, сравнительными характеристиками с аналогами
конкурентов.
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4. Общая реклама и PR. Формируется на основе коммерческих планов производителя или
компании-дистрибьютора. Включает задачи и планы развития; стратегию решения
поставленных задач в краткосрочной и долгосрочной перспективе.
5. POS: образцы качества продукции и топ моделей для выставочных залов; брендовая
спецодежда; самых востребованных дизайнов и моделей; небольшие складские запасы
полиграфии и готовых POS-материалов, постоянная перемещение складского
предложения и вариантов POS, но в одном стиле; предоставление всей номенклатуры
рекламных материалов новым дилерам бесплатно или за себестоимость; список и фото
образцов POS-материалов на сайте.
6. Система контроля продаж. Продавцы отправляют SMS с кодом проданного товара на
единый короткий телефонный номер. Видя процесс реализации товара, продавцы могут
адекватно реагировать и оперативно влиять на процесс продаж, плюс получить базу для
рассылки объявлений своей торговой сети.
7. Конкуренты. Анализировать позиции и возможности фирм-конкурентов в целом
предполагает поиск ответов на четыре основных вопроса, вокруг которых строится
структура системы слежения за конкуренцией.
Это не все возможности помощи дилерской сети, но другие возможности уходят за
пределы рекламы и реализуются коммерческими службами. Остаётся задача донести до
дилеров информацию о наличии таких возможностей и максимально полно разъяснить
преимущества предлагаемых инструментов.
59
3. Customer Relationship Management
VALUE BASED BELIEFS AND ORGANIC FOOD CONSUMPTION
BEHAVIOUR PATTERNS: A COMPARISON BETWEEN
VEGETARIANS AND HALAL FOOD CONSUMERS IN KLANG
VALLEY, MALAYSIA
Beng Hian LUA
Rationale and significance of the study
This study compares value based beliefs of vegetarian and halal food consumers in Klang
Valley, Malaysia concerning their organic food consumption behaviour patterns. With respect to
their food requirements, as Malaysian consumers come from a diverse cultural group, this is
reflected by consumers with different needs and requirements. Hence, this study focuses on
vegetarian and halal food consumers who have different perceptions towards organic food. In
order to meet their demand, an issue with regard to their value based beliefs deserves attention
from a marketing perspective because it can have an important implication in relation to the
marketing strategy.
Malaysia, a multi-ethnic, multi-cultural and multi-lingual country (The Malaysian Food Industry,
2012) consists of 67.4 per cent Malays who are Muslim, 24.6 per cent Chinese who are mainly
Buddhist, 7.3 per cent Indian who are mainly Hindu and 0.7% representing the others who are
minorities and indigenous people (Department of Statistics, 2010). From a review of the
previous literature in the area of organic food consumption from research conducted in
Malaysia, many of the studies are focused on consumers in general and investigate the factors
that contribute to the purchase of organic food (Shamsollahi, 2013; Shaharudin et al., 2010;
Bayaah, 2010) and consumer perception toward purchasing organic food (Rezai et al., 2011).
Empirically, there are few if any research studies that have closely examined value based beliefs
of vegetarians and halal food consumers in Klang Valley, Malaysia concerning their organic
food consumption behaviour patterns. Hence, a need to develop more empirical research on this
line of inquiry exists.
Beng Hian LUA, Business Lecturer, Management Development Institute of Singapore in
Tashkent
60
As Muslims represent the majority of the population in Malaysia and as in relation to their
consumption of food products such as meat and poultry, they are strictly guided by their religion
requirements (Nakylnsige et al., 2012). Empirically, they consume food products with the halal
status that are legally permitted by Shari’ah (Rezai et al., 2013). Additionally, the number of
vegetarians in Malaysia is increasing and the demand for organically grown vegetables from this
group of consumer also increasing rapidly (Rezai et al., 2013). In order to fill the research gap
pertaining to value based beliefs of a specific group of consumer, this study aims to contribute to
this limited body of literature by utilising the value based belief approach in comparing the
similarities and differences between vegetarians and halal food consumers in Klang Valley,
Malaysia. Additionally, this study develops a theoretical framework and explores variables in the
context of consumer value based beliefs in relation to organic food consumption behaviour
patterns.
Research questions
1) How do value based beliefs of vegetarian and halal food consumer influence their organic
food choice and actual consumption behaviour?
2) What roles do value based beliefs play in the formation of intention to consume organic
food?
3) What situational factors have an impact on the relationship between intention and actual
consumption?
4) Do vegetarian and halal food consumers act according to their value based beliefs about
organic food?
Value based model
A growing body of literature on organic food consumption studies has adopted the attitude based
model (Arvolaetal, 2008; Chen, 2007; Shaharudin et al., 2010; Tarkiainen & Sundqvist, 2005).
Empirically, the attitude based model of the theory of reasoned action (Fishbein & Ajzen, 1975)
and theory of planned behaviour (Azjen & Fishbein, 1985) have attracted substantial attention
and great interest. These attitude based models have been employed as a theoretical framework
to predict intention and behaviour from a viewpoint that examines a diverse array of behaviour
including organic food consumption behaviour. However, there has been little published in the
literature utilising the value based model that exists in the research area with regard to
vegetarians and halal food consumers in Klang Valley, Malaysia in relation to their organic food
consumption behaviour patterns.
61
This study uses the values approach framework to understand vegetarians and halal food
consumers in their behaviour intention of food choice and behaviour outcome relating to their
organic food consumption. Values are considered to be an important area of literature
contributing to an understanding of consumer behaviour (Rokeach, 1973; Schwartz, 1992). From
a review of the literature, several authors use the value approach (Schwartz, 1992) to gain greater
insight in the consumption of food produced by organic (Magnusson et al.,2003) or sustainable
farming systems (Harper & Mohatouni 2002).
Empirically, values are centrally connected to consumer cognitive structure and provide
potentially powerful explanations of consumer behaviour. Additionally, values serve as a
standard of conduct that do not change easily and are more stable (Rokeach 1973). Whereas
values and beliefs are held internally, attitudes arise out of core values and beliefs. This means
that attitudes include ways consumers respond to organic food according to the values and
beliefs that they hold internally. Furthermore, values represent strong driving forces that
influence and shape consumer beliefs about organic food which in turn affect consumer intention
of food choice and behaviour outcome in relation to organic food consumption. Hence, this
demonstrates that consumer beliefs about organic food that originate from values provide the
outward behaviours that explain the reasons consumers behave in certain ways.
Concept of value based beliefs
Consumers’ personal values and their consumption value of organic food in this study serve as
underlying variables that influence consumer beliefs concerning organic food. This study
examines how vegetarians and halal food consumers are affected by their cognition (values and
beliefs) and their behaviour (actions). Empirically, personal values are deeply held beliefs by
consumers that guide their behaviour and decisions in everyday living. As beliefs are values
driven (Rokeach,1973), personal values are individuals’ beliefs about what is desirable to
themselves and are related to needs, such as the consumption value of organic food to satisfy
their needs to obtain the benefits from consuming organic food.
In addition to personal values, the consumption values of organic food in this study represent
product valuation on the consumption by consumers hence they represent intrinsic value based
on preferences (wants, desires). Empirically, consumption values relate specifically to the
product being considered and to the perceived utility of the product (Sheth et al., 1991).
Consumers in this study consider the consumption values of organic food to be product benefits
in which Sheth et al., (1991) view product benefits to be associated with “consumption values”.
62
From a review of the literature, several studies examine values that influence consumption
behaviour applying the mean end theory (Gutman, 1982) and laddering techniques to link the
choice of certain products (means) with product attributes and values (ends).
Design of the study
This study utilises a mixed method study and a sequential exploratory strategy to investigate
value based beliefs of vegetarians and halal food consumers with regard to organic food. This
research consists of two phases. Phase one involves collecting and analysing qualitative data to
provide measurements for consumer’s value based beliefs about organic food. The qualitative
study in phase one is instrumental in determining the value based beliefs of vegetarians and halal
food consumers about organic food with the moderating effects of their level of involvement.
The moderating effect of level of involvement adds strength to the value based beliefs. The
collecting and analysing of qualitative data in phase one consist of personal values (face-to-face
interview); consumption values of organic food (laddering interview) and level of involvement
(face-to-face interview). The extract themes in phase one that have been identified from personal
values, consumption values of organic food and level of involvement as related to organic food
are then categorized, to include vegetarians and halal food consumers, into two groups of beliefs
about organic food, namely positive or negative value based beliefs. Findings from phase one
determine the segmentation of vegetarians and halal food consumers in relation to organic food.
For vegetarians, positive value based beliefs about organic food with high level of involvement
and negative value based beliefs about organic food with low level of involvement. Accordingly,
this also applies to the segmentation of halal food consumers. Such segmentation of vegetarians
and halal food consumers are then implemented in the second phase.
Based on the detailed findings from phases one is then followed by the second phase. This phase
involves the collection and analysis of quantitative data that is behaviour intention of food choice
for vegetarians and halal food consumers and their behaviour outcomes. The quantitative
approach in the second phase aims to examine the effects of vegetarians and halal food
consumers’ value based beliefs about organic food on their behaviour intention of food choice
with moderating effects; their behaviour intention of food choice and their behaviour outcomes
with mediating effects. Based on the qualitative findings from phase one, a battery of survey
questionnaire will be developed and used to test in a bigger population. Additionally, the second
phase examines quantitatively to what extent the moderating and mediating variables influence
the relationship between the independent and dependent variables.
63
Theory
This study employs the value based beliefs model in attempting to gain insight into cognition
involved in the food choice process utilising the following theories:
1) Value theory
The value theory (Rokeach 1973; Schwartz, 1992) will be applied in order to obtain better
insight with regard to the value based beliefs of vegetarians and halal food consumers in their
consumption behaviour patterns towards organic food.
2) Action control theory
In order to translate action in relation to organic food consumption, this study utilises the action
control theory (Kuhl, 1992) to examine consumer behaviour patterns in food choices and actual
food consumption behaviour.
3) Theory of market choice behaviour
To explain the reasons consumers make their food choices in purchasing one particular food type
over another type, for instance, in explaining why consumers decide to purchase an organic food
instead of a conventional food, this study utilises the theory of market choice behaviour (Sheth et
al., 1991) to increase understanding of consumer choice behaviour.
Research benefits to stakeholders
The study findings should help consumers, businesses, companies, policymakers and researchers
gain more knowledge to better understand the value based beliefs of vegetarians and halal food
consumers in Klang Valley, Malaysia in relation to their organic food consumption behaviour
patterns. As vegetarians and halal food consumers learn more about organic food, their value
based beliefs towards consumption of organic food becomes more positive. Businesses and
companies will be able to tailor organic food specifically targeted to vegetarians and halal food
consumers in order to meet their food requirement needs. Policymakers will be able to have a
better understanding of any possible health and religion issues and policies related to halal food
that may be involved with organic food consumption behaviour patterns and researchers will be
able to identify other possible issues which may require further examination.
References
1. Ajzen, I., Fishbein, M. (1980). Understanding attitudes and predicting social behaviour.
Englewood Cliffs, NJ: Prentice Hall.
64
2. Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lahteenmaki, L. & Shepherd,
R.(2008), Predicting intentions to purchase organic food: the role of affective and moral
attitudes in the theory of planned behaviour, Appetite, Vol. 50, No 2-3, pp. 443-54.
3. Bayaah, S.N (2010). Organic food: A study on demographic characteristics and factors
influencing purchasing intention among consumers in Klang Valley, Malaysia, Journal of
Business and Management, Vol. 5, No 2, pp. 105-118.
4. Chen, M.F (2007), Consumer attitudes and purchase intention in relation to organic foods
in Taiwan: moderating effects of food related personality traits. Food Quality and
Preference, Vol. 18 No7, pp.1008-21.
5. Department of Statistics Malaysia, Official Portal, (2010) Population distribution and
basic demographic characteristic report 2010;
http://www.statistics.gov.my/portal/index:php?opt
6. Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention, and behaviour: An introduction
to theory and research. Reading, MA: Addison-Wesley.
7. Gutman, J (1982). A mean-end chain model based on consumer categorization processes.
Journal of Marketing, Vol. 46 (spring), pp 60-72.
8. Harper, G.C; Mohatouni (2002). Consumer perception of organic food production farm
animal welfare. British Food Journal, Vol. 104, pp.3-5.
9. Kuhl, J (1992). A theory of self-regulation: action versus state orientation, self-
discrimination and some applications. Applied Psychology: An International Review,
Vol. 4, No 2, pp 97-129.
10. Magnusson, M., Arvola, A., Hursti, U.k; Aberg, L., Syoden, P.O.(2003). Choice of
organic foods is related to perceived consequences for human health and to
environmental friendly behaviour. Appetite, Vol. 40, pp 109 – 117.
11. Nakylnsige, K ; Che Man Y.B; Sazili, A.Q; Zulkifli, I & Fatimah A.B (2012). Halal
meat: A niche product in the food market, 2nd
International Conference on Economies,
Trade and Development, Bangkok, Thailand.
12. Schwartz, S.H. (1992). Universals in the content and structure of values: theoretical
advances and empirical tests in 20 countries, Advances in Experimental Social
Psychology, Vol. 25, pp. 1-65.
13. Shaharudin, M.R, Pani , J.J, Wan Mansor, S, Elias, S.J & Sadek, D.M (2010). Purchase
Intention of Organic Food in Kedah, Malaysia: A Religious Overview, International
Journal of Marketing Studies, Vol. 2, No.1, pp. 96-103.
14. Shamsollahi, A; Chong, C.W; Nahid N (2013). Factor affecting purchase intention of
organic food in Malaysia, Human and Social Science Research, Vol. 1, No.2, pp 93-104.
65
15. Sheth, J; Newman B & Gross B (1991). Why we buy what we buy: A theory of
consumption values Journal of Business Research, Vol. 22, pp 159-170.
16. Tarkiainen, A ; Sundqvist, S (2005). Subjective norms, attitudes and intentions of Finnish
consumers in buying organic food. British Food Journal, Vol. 107 No. 10-11, pp.808-
822.
17. The Malaysian Food Industry (2012). Market Watch;
http://www.malaysian.ahk.de/fileadmin/
18. Rezai, G; Mohamed, Z & Shamsudin,M.N (2013). Awareness and perception of Muslim
consumers on non-halal product. Journal of Social and Development Sciences, Vol. 4,
No.10, pp 478-481.
19. Rezai, G; Zainalabidin, M & Shasudin, M.N (2011). Malaysian consumer’s perceptive
towards purchasing organically produce vegetable. 2nd
International Conference on
Business and Economic Research, Kedah, Malaysia.
20. Rokeach, M. (1973).The Nature of Human Values. New York: Free Press.
66
IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES ON THE
CORPORATE BOTTOM LINE
Bakhtier TUKHTAEV*
Abstract
More and more companies spend their marketing budgets on social media advertising (about 24
billion USD in 2015). However, the impact of those expenditure on their bottom line
wasn’tresearchedthoroughly.Therefore, following research paper is conducted to reveal any
correlation between social media engagement of corporations and their bottom line. The research
uses correlation/ regression analysis. Where two variables: variable a) social media activity of
the company and variable b) financial results of the company are researched. The research uses
secondary data (published financial results of corporations and their activities on social media for
year 2014). The preliminary results show that there is little correlation between SMM activities
and financial performance of the company. However, the research revealed that SMM activities
have impact on other aspects of corporations such as their brand equity. The research is in the
phase of data collection and analysis and planned to finish by August 2016.
Overview and Problem statement
There are three billion active internet users, which account for about 45% of the world
population. There are 3.65 billion mobile users. 2.1 billion people have social media accounts
and 1.7 billion have active social media life. Such enormous user market pushes social media
sites to increase their user engagement. The latest figures show that 4.5 billion likes pressed daily
on facebook social network, people share 500 million tweets daily on twitter and post 70 million
photos on Instagram daily. This level of social media engagement encourages brands to
participate in this communication wheel. The ad expenditure on social media websites increased
by 33% and reached 24 billion USD in 2015. It is expected that by 2017 this number will be 36
billion USD. In the process of such expenditure, companies start to question the efficiency of
those social media efforts and their return on investment. Following research is conducted in
order to analyze the correlation between SMM activities of companies and their financial
performance.
The research question is: To what extend does social media marketing (SMM) activities impact
corporate bottom line or financial results of corporations.
* Bakhtier Tukhtaev, Lecturer Management Development Institute of Singapore in Tashkent
67
Following are the definitions used in the research:
• Social Media Marketing (SMM) - is a form of digital marketing that utilizes social
networking websites as a marketing tool. The goal of SMM is to produce content that
users will share with their social network to help a company increase brand exposure and
broaden customer reach.
• Bottom line (financial results) - Refers to a company's net earnings, net income or
earnings per share (EPS). Bottom line also refers to any actions that may
increase/decrease net earnings or a company's overall profit.
Research Objectives
1. To identify the correlation between two variables – A) social media marketing activity of
corporation and B) financial performance of that corporation
2. To asses the extent of that correlation
3. To understand fundamental reasons for such correlation
Literature Review
In the process of delving into this question in detail, several other researches were thoroughly
studied and information obtained was used in the research methodology. Based on the literature
review, it could be concluded that this topic was studied several times and from different angles.
One of the angles is from Katona (2013), who identifies that companies may achieve better
financial results if they target more so called “influencers” on Social Media sites. According to
him, it is possible to estimate the approximate impact of social media activities particularly
targeted at “influencers” on the bottom line of the company. The main emphasis is given on the
fact of the influencer’s audience and how big and authentic it is. The other view on the impact of
the social media on bottom line is proposed by Iyengar et al(2009). In his research, he points out
that the success of the Social Media Marketing activity depends on two main promotion tools,
such as advertising and viral marketing. Moreover, Iyengar et al (2009) debates that user type is
very crucial factor in determining the impact of SMM on bottom line. Particularly the user’s
profile and their online social life was studied in more detail. Based on the user’s social behavior
companies can estimate their ROI on social media marketing. Even thought, above researches
focuses on the user side as main contributor of the social media content, the next researchers
believe that the impact of the SMM activities on corporate bottom line depends on the objectives
set for each SMM activity (Hoffman& Fodor, 2010).
68
Based on the research each SMM activity is unique and should be assessed based on three main
dimensions, such as Brand awareness, brand engagement and Word of Mouth (WOM).
Researchers state that if the SMM campaign is built on basis of one of the above dimensions, it
could be easier to assess the impact on the bottom line. The third perspective on the impact of the
SMM activities on the bottom is given by Stelzner (2015). He states that the time the company
spends on the social media has direct impact on the sales and leads to better performance at the
bottom line. However, within his report he found that only 60% of his respondents believe that
their SMM activities didn’t generate any sales for their companies. On contrast small business
owners in the research indicated that their sales increased by 55% after engagement in SMM
activities.
Methodology
It could be seen that research topic is studied from different angles and different methodologies
are used. Stelzner (2015) carried his research among the practitioners of the Social media
marketing, whereas Katona (2013) and Iyengar et al (2010) studied the target market of the
companies (users who consume the social media marketing content). This research will be based
on the study of the secondary data and no primary data will be collected. The researcher will use
quota sampling and select 16 companies who are divided based on the financial income and
number of employees. This way the validity and reliability of the research could be achieved.
Two categories of the secondary data will be analyzed.
1. Financial results of the companies for financial year 2014.
2. Social media activities of the companies in financial year 2014.
The researcher will limit the coverage of the social media activities to the four main platforms:
1. Activities on facebook.com in the period of January 2014- December 2014
2. Activities on twitter.com in the period of January 2014- December 2014
3. Activities on the Instagram in the period of January 2014 – December 2014
4. Activities on the Youtube.com in the period of January 2014 – December 2014
The analysis of the two above categories will help to develop two corresponding variables.
1. The index of the social media marketing activities of the corporation, it could be
calculated based on the engagement numbers, such as number of views, shares,
comments, and enforcements (likes, tweets, and pluses).
2. Financial performance of the corporation, profit or loss of the company for certain period,
stock prices and the change to it and brand equity of the corporation.
69
The researcher also assumes that in the process of literature review the research question could
be redefined and/or specified in more detail. The researched variables may also change or be
modified. The limitation of the social media sites may also impact the results of the research and
further research could be needed.
Preliminary results
So far, the researcher analyzed two major companies and their social media activities – Apple
Inc. and Netflix. It could be summarized that the financial performance of those companies are
not solely impacted by their social media marketing activity but by other factors as well. It is
early to conclude and derive the final thoughts on this question and further analysis should be
made based on the data of other companies in the sample.
Conclusion
The extent of the correlation between researched variables will help marketers to invest their
money on the social media more confidently and enable them to track the efficiency of their
expenditure. The researcher will continue the literature review and delve into the problem deeper
and continue the collection of relevant secondary data for the research. The results of the
research will help other researchers to investigate the other factors and impact of other social
media sites.
References
1. Hoffman, Donna L. and Fodor, Marek (2010). Can You Measure the ROI of Your Social
Media Marketing? Sloan Management Review, Vol. 52, No. 1. Available at
[http://ssrn.com/abstract=1697257]
2. Iyengar, R., Han, S. and Gupta, S. (2009). Do Friends Influence Purchases in a Social
Network?. Harvard Business School Marketing Unit Working Paper No. 09-123. Available at
[http://ssrn.com/abstract=1392172]
3. José MartínezLópez, F., GarcíaOrdaz, M., Arteaga Sánchez, R. and Infante Moro, A. (2015).
The presence of large Spanish companies in online social networks. Journalof Marketing
Analytics.
4. Katona, Z. (2013). Competing for Influencers in a Social Network. SSRN Electronic Journal.
NET Institute Working Paper No. 13-06. Available at http://ssrn.com/abstract=2335679
70
5. StelznerM.A. (2015). How Marketers Are Using. Social Media to Grow. Their Businesses.
Available at: [http://www.socialmediaexaminer.com/social-media-marketing-industry-report-
2015/]
71
ОРГАНИЗАЦИЯ МАРКЕТИНГОВОЙ ДЕЯТЕЛЬНОСТИ В АО
«СТРАХОВАЯ КОМПАНИЯ КАФОЛАТ»
Нилуфар БАХАДИРХАНОВА*
Маркетинг как метод управления коммерческой деятельностью страховых
компаний и метод исследования рынка страховых услуг стал применяться
сравнительно недавно. Более раннее определение определяет маркетинг как одну
из основных функций деятельности страховой компании — ее сбытовую
деятельность, направленную на продвижение страховых услуг от страховщика к
страхователю.
В АО «Страховая компания КАФОЛАТ» определение маркетинга рассматривается,
как комплексный подход к вопросам организации и управления всей
деятельностью страховой компании, направленной на оказание таких страховых
услуг и в таких количествах, которые соответствуют потенциальному спросу.
Сегодня АО «Страховая компания КАФОЛАТ», преследуя цели быть максимально
ближе к населению, предприятиям и организациям, увеличивает розничную сеть
продаж и представляет широкий спектр страховых услуг, отвечающих
современным потребностям каждого клиента. Специалисты компании на
постоянной основе работают над созданием новых специальных программ и
страховых продуктов, отвечающих всем требованиям и пожеланиям клиентов. Так,
если в начале своей деятельности компанией оказывались услуги по 25 видам
обязательного и добровольного страхования, то сегодня на основании лицензии
Министерства Финансов Республики Узбекистан № 00203 на осуществление
страховых операций по всем 17 классам общего страхования, данный показатель
составляет более 80 видов страхования.
В свете реализации приоритетного направления – реализация Государственной
программы «Год внимания и заботы о старшем поколении», компанией
разработаны новые страховые продукты «Нуроний» и «Файзли хонадон». Кроме
этого, за отчетный период были разработаны и введены на практику такие новые
страховые услуги как, страхование водителей от несчастных случаев, страхование
* Нилуфар Бахадирханова, Главный менеджер департамента маркетинга и контроля качества АО
«Страховая компания КАФОЛАТ»
72
газового оборудования установленных в автотранспортные средства, страхование
абитуриентов от несчастных случаев, страхование бытовой и электротехники,
комплексное страхование транспортных средств передвигающихся через
Камчикский перевал.
Компанией организована активная работа по рекламной и агитационной
деятельности. Проводятся пресс-конференции, даётся материал на радио,
телевидение, газеты и журналы, а также в другие средства массовой информации, в
целях освещения деятельности компании.
Одним из таких рекламно-агитационных работ можно назвать проект "Страхование
глазами детей", который провели совместно со столичным Советом ОДМ
«Камолот» во Дворце творчества молодежи для учащихся 5-9 классов
общеобразовательных школ столицы, основной целью которого, являлось
формирование у молодежи страховой культуры, повышение их социальной
активности и ответственности, широкая пропаганда возможностей и условий,
созданных государством в сфере страхования.
Еще один агитационный проект проведен для предпринимателей совместно с
«Торгово-промышленной палатой Узбекистана» на
тему «ИНТЕРЕСЫ ПРЕДПРИНИМАТЕЛЯ - ПОД ЗАЩИТОЙ СТРАХОВАНИЯ».
В рамках данного мероприятия были обсуждены вопросы повышения страховой
культуры предпринимателей, широкая пропаганда условий и возможностей,
созданных Государством в области страхования, обеспечение страховой защиты
предпринимателей, предотвращения несчастных случаев, а также выплата
страховыми компаниями возмещений при наступлении страховых случаев.
Вместе с тем даны разъяснения о мерах защиты предприниматетелей от
финансовых потерь, а также о новых страховых продуктах, удовлетворяющих
спрос клиентов и их желания.
Учитывая необходимость формирования у молодого поколения более широкого
понятия о страховании, расширения спектра услуг по страховой защите населения
и повышения её качества, Акционерное Общество «Страховая компания
КАФОЛАТ» совместно с Ташкентским финансовым институтом разработали
проект «Инновационный центр страхования».
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Целью создания данного проекта является организация и проведение
конференций, семинаров, тренингов и круглых столов, с привлечением
квалифицированных специалистов страхового рынка.
Учитывая важную роль маркетинга в страховании, в нашей компании создан
департамент маркетинга и контроля качества, который рассматривается как
мозговой центр, как источник обоснованной информации и рекомендаций по
многим вопросам текущей и перспективной деятельности компании, который
включает в себя следующие основные элементы:
- изучение потенциальных страхователей;
- изучение мотивов потенциального клиента при заключении договора
страхования;
- анализ собственно рынка страховой компании; исследование продукта (вида
страховых услуг);
- анализ форм и каналов продвижения страховых услуг от страховщика к
потенциальному клиенту;
- изучение конкурентов, определение форм и уровня конкуренции;
- исследование рекламной деятельности;
- определение наиболее эффективных способов продвижения страховых услуг
от страховщика к потенциальному клиенту.
Наша уверенность в уровне знаний и опыте работы сотрудников компании, в
эффективности программ по повышению уровня квалификации персонала и
системы мотивации, дает нам основание твердо рассчитывать на результативное
внедрение Системы Менеджмента Качества и дальнейший рост удовлетворенности
наших клиентов.
Кроме этого, наличие системы менеджмента качества в компании позволит
выделить, наладить и согласовать все бизнес-процессы в организации, что
приводит к появлению следующих преимуществ:
повышается эффективность за счет сокращения дублирующих процессов, и
направления высвободившихся ресурсов туда, где их не хватает;
повышается мотивация персонала за счёт прозрачности и четкости
выполняемых функциональных обязанностей;
обогащается знания персонала в области качества;
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повышается эффективность внутренних процессов организации;
повышается качество оказываемых страховых услуг, работ за счет
своевременного контроля, наладки процессов и соблюдения требований в
процессе всего цикла деятельности;
улучшается внутренняя коммуникация, механизма планирования и
распределения материальных ресурсов;
повышается удовлетворенность потребителей и клиентов путем выполнения
их требований;
руководство уверенно, что все процессы в организации происходят
правильно;
повышается культура производства, оказания услуг, выполнения работ.
Основная цель нашей компании опирается на глубокое изучение конъюнктуры
страхового рынка, сегментация страхового рынка (выделение секторов: личного и
имущественного страхования), гибкое реагирование на вопросы страхователей,
инновация (постоянное совершенствование модификации, приспособление
страховых продуктов к требованиям рынка).
В последнее время политика, направленная на расширение региональной сети
рассматривается как приоритетное направление деятельности компании. С
момента своего создания компания активно участвует в формировании развитого
страхового рынка в стране и систематически расширяет масштаб своей
деятельности. Несмотря на то, что компания имеет одну из самых разветвленных
сетей региональных подразделений, в целях более широкого охвата страховыми
услугами населения и организаций страны компания уделяет особое внимание
дальнейшему расширению своего географического присутствия. Так, только в
2007-2015 годах в более 80 населенных пунктах республики компания открыла
новые структурные подразделения. На сегодняшний день в системе компании
осуществляют деятельность 175 территориальное подразделение, в том числе 15
филиалов, 38 отделений и 122 центров страхования, которые оказывают широкий
спектр страховых услуг физическим и юридическим лицам. Около 1000 страховых
агентов юридических и физических лиц компании мобилизованы в сфере оказания
услуг населению, предприятиям и организациям.
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MARKETINGDA NARX SIYOSATINI O`TKAZISHNING
AHAMIYATI
Hilola ANDAKULOVA
Bugungi davr bozor iqtisodiyoti ko’zlagan asosiy maqsad nafaqat yuqori sur’atli ishlab
chiqarishni yo’lga qo’yish, balki iste’molchilarni kundan-kunga o’zgarib va o’sib borayotgan
ehtiyojlarini qondirib, aholi turmush tarzini yanada farovon bo’lishini ta’minlashdan iboratdir.
Bozorda talab va taklifning o’zaro mutanosib bo’lishi bir vaqtning o’zida ham ishlab chiqaruvchi
muvaffaqiyatini, ham iste’molchi ehtiyojini yuqori darajada qondirilishini ta’minlaydi. Yuqorida
keltirib o’tilgan omillarning muvaffaqiyati mahsulotga qo’yilgan narx bilan bevosita bog’liqdir.
Mahsulotga belgilangan narx uning barcha tomonlarini e’tiborga olgan holda, ishlab chiqaruvchi
va iste’molchi xohish-istagi va imkoniyatlariga asoslangan holda amalga oshirilishi sotuvchi va
xaridorning o’zaro kelishuvini, talab va taklifning mutanosibligini ta’minlaydi. Narx belgilash
marketingda narx siyosatini o’tkazishning oliy mezoni hisoblanadi.
Mahsulot yaratishdan, uni ishlab chiqarishdan korxona yoki firmaning ko’zlagan asosiy maqsadi
yuqori foyda olishdir. Buning uchun esa, ishlab chiqaruvchi o’z mahsuloti uchun eng to’g’ri va
maqbul narx belgilashi kerak bo’ladi. Narxning to’g’ri shakllanishi iqtisodiyotni
barqarorlashuvining bosh omilidir. Narx bu-tovarning xususiyatlarini o’zida namoyon etuvchi,
uning puldagi qiymatini ifodalovchi omildir. Mahsulotga narx qo’yayotganda nafaqat uning
qiymati, balki bozor konyunkturasi, inflyatsiya darajasi, mahsulotning bozordagi
raqobatbardoshlik darajasi, aholinning ijtimoiy holati ham hisobga olinadi. Bozorga shunday
mahsulotlar kirib keladiki, ularga belgilangan narx mahsulot qiymatidan ancha yuqori bo’ladi,
yana shunday mahsulotlar borki, ishlab chiqaruvchi o’z mahsulotidan hech qanday foyda olmay
balki zarar ham ko’rishi mumkin.
Narx bilan iste’molchilar xaridi o’rtasida uzviy aloqadorlik mavjudki, uni iqtisodiy tamoyillar-
talab qonuni, talabning narx ravonligi, bozor segmentatsiyasi bilan izohlash mumkin. Shu bilan
birga bozor iqtisodiyoti sharoitida narxning shunday funksiyalari mavjudki,ular orqali narxning
asl mohiyati va ahamiyatini, marketingda uning tutgan o’rnini yanada aniqroq tavsiflash
mumkin. Narxning rag’batlantiruvchi funksiyasi mavjud bo’lib, u yuqori bo’lganda ishlab
chiqaruvchini, past bo’lganda esa iste’molchini rag’batlantiradi. Yuqori narx ishlab
chiqaruvchini rag’batlantirish bilan birga uni yangiliklar sari intilishga undaydi. Narxning yana
Andakulova Hilola, Toshkent Davlat Sharqshunoslik Instituti, XMI va mamlakatshunoslik fakulteti 3-kurs koreys-
ingliz guruhi talabasi.
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taqsimlash funksiyasi ham mavjud, biz uni soliqlar orqali ko’rib chiqishimiz mumkin. Masalan:
foyda solig’i, daromad solig’i, qo’shilgan qiymat solig’i kabi soliqning bir qancha ko’rinishlari
mavjudki, ular miqdori mahsulotga narx qo’yilayotganda albatta e’tiborga olinadi. So’ngra narx
mexanizmi orqali soliqlar undirilib, davlat g’aznasida to’planadi va yana taqsimlash amalga
oshiriladi. Narxning hisob-kitob funksiyasi ishlab chiqaruvchi va iste’molchilar o’rtasidagi
aloqalarni tartibga solib, bu tovarni ishlab chiqarish va ayriboshlash jarayonida sotuvchi va
xaridor o’rtasida bozorni muvozanatga keltirish uchun, talab va taklifning o’zaro mutanosibligini
ta’minlash uchun xizmat qiladi.
Mahsulotga to’g’ri va maqbul narx belgilash uchun marketingda narx siyosati qo’llaniladi. Eng
avvalo, narx siyosatining ta’rifiga to’xtalib o’tadigan bo’lsak, narx siyosati bu-bozorda mavjud
tovarga iste’molchi tomonidan uni o’zlashtirish uchun to’lay oladigan narxni shakllantirishga
qaratilgan xatti-harakatidir. Aynan marketingdagi “narx” tushunchasi, iqtisodiyot nazariyasidagi
“narx” tushunchasidan o’zining bir qancha xususiyatlari bilan farq qilgan holda, endi u umuman
boshqa bir atama sifatida namoyon bo’ladi. Iqtisodiyot nazariyasi narxni mahsulotlarni bozorda
tovar sifatida shakllanganda ularga belgilanadigan qiymat deb atasa, marketing uchun esa narx
ko’plab omillar va tovarni bozorga kirib borishini ta’minlovchi ko’plab xatti-harakatlar
yig’inidisidir. Endi e’tiborimizni aynan marketingdagi narx va narx siyosatiga qaratgan holda
fikrlarimizni davom ettiramiz.Narx siyosati amalga oshirilayotganda uning satrategiyalari muhim
ahamiyat kasb etadi.
Narx strategiyasining ham bir qancha ko’rinishlari mavjudki, ularga misol qilib yangi mahsulot
narxi, pasayish narxi, raqobat narxi, past narx yoki kirib borish narxi, yuqori yoki tanlov narxi
kabi narx strategiyalarini keltirishimiz mumkin. Ularning barchasidan ko’zlangan asosiy maqsad
bozorga kirib borib, uni egallashdan iboratdir. Lekin bu jarayon har bir strategiyada turli yo’l
bilan amalga oshiriladi. Agar ishlab chiqaruvchi yuqori narx siyosatini olib borishni ko’zlagan
bo’lsa, shunga monand tarzda mahsulot o’zining o’rinbosar va turdosh tovarlariga ega
bo’lmasligi, mahsulot bozorga batamom yangi qiyofada va butunlay yangi vazifani bajaradigan
tovar sifatida kirib borishi kerak. Shundagina, ishlab chiqaruvchi uni o’z xohishiga binoan, ya’ni
barcha xarajatlarni hisoblab unga o’zi ko’zlagan foydani maksimal darajasini qo’shgan holda
baholashi mumkin. Bunda sotuvchi xaridorga taklif qilgan narx iste’molchi uchun eng maqbul
narx bo’lib qolaveradi. Sababi uni boshqa tovarlar bilan solishtirish imkoni yo’q, chunki bozorda
boshqa u kabi tovar mavjud emas. Solishtirish bo’lmagan joyda hamma narsa eng oliy darajada
namoyon bo’laveradi. Agar ishlab chiqaruvchi bozorda mavjud tovarlar bilan turdosh tovarlar
ishlab chiqaradigan bo’lsa, juda ko’p hollarda past narx qo’yish strategiyasini olib boradi. Bunda
ishlab chiqaruvchi o’zi ishlab chiqargan tovarni bozorda shu turdagi ko’plab tovarlarni biri
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ekanligini bilgan holda, mahsulotga past narx qo’yish bilan turdosh mahsulotlardan ustunligini
namoyon etadi. Lekin bu har doim ham barcha iste’molchilarda birdek tovar haqida ijobiy fikr
uyg’otmaydi. Sababi shunday xaridorlar borki, ular mahsulot sifatini unga qo’yilgan narxda
ko’radilar. Past narx ularda tovarga nisbatan ishonchsizlik uyg’otishi mumkin.
Narx va narx siyosati haqida so’z yuritilganda shuni guvohi bo’lishimiz mumkinki, mahsulotga
narx belgilashda xarajatlar, raqobatchilar, bozor holati, iste’molchilarning moddiy holati va
tovarga nisbatan bildirgan talabidan tashqari uning psixologiyasiga ham bevosita bo’g’liqdir.
Hozirda oziq-ovqat mahsulotlari sotuv shaxobchalarida qovurilgan tovuq go’shtining bahosi
19000 emas balki, 18990 so’m ekanligi ham xaridor psixologiyasidan kelib chiqqan holda
belgilangan narxdir.
Xulosa o’rnida shuni aytish mumkinki, narx siyosatini, yangi mahsuloga narx belgilash
jarayonini iste’molchilarning iqtisodiy va ijtimoiy holatga, inflyatsiya darajasiga, ishlab
chiqarish xarajatlariga, raqobatchilarning bozordagi holati va ko’zlangan foyda miqdoriga
asoslangan holda olib borish maqsadga muvofiqdir.
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GLOBALLASHUV SHAROITIDA TOVARGA TALABNI
SHAKLLANTIRISH VA SOTUVNI RAG’BATLANTIRISH
USLUBLARI
Jasur HIMMATOV
Talabni shakllantirish va sotuvni rag’batlantirish uslublarini o’rganish va uni basharot qilish
uchun albatta marketolog marketing sohasini yaxshigina o’zlashtirgan bo’lishi talab etiladi.
Chunki marketing sohasi tovar harakatini barcha bosqichlarini o’z ichiga oluvchi talab va
taklifni o’rganish, mahsulot ishlab chiqarish dasturini yaratish, sotish va iste’mol qilish bilan
bog’liq bo’lgan turli xildagi xizmatlar ko’rsatish va iste’moldan chiqqandan so’ng utilizatsiyani
tashkil etish jarayoni kabi bozor muammolarini yechish yo’llari va usullari haqida tizimdir,
ya’ni sodda va aniq qilib aytganda bozorni o’rganishga asoslangan ishlab chiqarish va sotuv
faoliyatini boshqarishga asoslangan kompleks chora tadbirlar tizimi desak ham adashmagan
bo’lamiz.
Talabni shakllantirish uchun mutaxassis birinchi navbatda sotuv bozorini to’g’ri tanlay bilishi
kerak. Buning uchun esa quyidagi xususiyatlarga e’tibor qaratishi lozim: birinchidan bozor
hajmini hisobga olishi, ikkinchidan bozorni o’sish dinamikasini o’rganishi, uchinchidan bozor
faoliyatidagi xarajatlarni hisoblashi, to’rtinchidan raqiblarning imkoniyatlarini to’g’ri baholay
bilishi va beshinchidan esa tavakkalchilik darajasini inobatga olishi shart.
Tovarni sotishdagi asosiy mezon, bu unga bo’lgan talabning darajasidir. Bu talabni
shakllantirishda pirovard omil, hozirgi jadal suratlar bilan rivojlanib borayotgan zamonda
iste’molchilarning mahsulotga bo’lgan qiziqishini oshirish va kerak bo’lsa bir-birlarining
faoliyati bilan o’zaro chambarchas bog’liq bo’lgan ko’p sonli shaxslarning harakatida
uyg’unlashtira olishi kerak.
Talabni shakllantirish har qanday mutaxasis yoki tadbirkorning asosiy vazifasidir. Shu sababli
talabni shakllantirishda tovarni sotish asosiy texnologiya jarayoni hisoblanadi. Boshqa qolgan
xizmatlarning hammasi sotuvni rag’batlantirish jarayonidir. Asosiy texnologiya jarayoni, ya’ni
talabni shakllantirish quyidagi tarkibiy qismlarni o’z ichiga oladi:
- tovarni tavsiya qilish;
- xaridorlarga maslahatlar berish;
- tovarni uning qo’liga topshirish;
Jasur Himmatov, Toshkent Davlat Sharqshunoslik Instituti 3-kurs talabasi
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- hisob-kitob qilish.
Sotuvni rag’batlantirish jarayoni esa quyidagi tarkibiy qismlardan iborat:
- reklamani keng yo’lga qo’yish;
- tovarning dizaynini chiroyli va qulay qilib yaratish;
- tovarni tashib olish va uni saqlash;
- tovarlarni sotishga tayyorlash kabi qismlari mavjud.
Sotuvni rag’batlantirish jarayoni talabni shakllantirish jarayonini oqilona tashkil qilish uchun
keng shart-sharoitlar yaratadi. Shu sababli talabni shakllantirish hajmi va mazmuni ko’p
jihatdan sotuvni rag’batlantirish jarayoni bilan uzviy bog’liqdir.
Demak bu jarayonlarning barchasi iste’molchi bilan bog’liq jarayonlardir. Har bir iste’molchi
tovarlar to’plamini xarid qilishda daromadini shunday taqsimlashi kerakki, u yoki bu tovarga
sarflangan oxirgi puldan oladigan naf bir xil bo’lishi lozim. Sotuvni rag’batlantirish uchun
mahsulot narxining pasayishi iste’mol pul daromadining real xarid qobilyatini oshiradi. Shu
tufayli mavjud mahsulotni oldingiga qaraganda ko’proq xarid qila oladi. Yuqori narxlar
sharoitida qimmat Tovar past narxdagi, ammo o’xshash bo’lgan tovarni sotib olishga rag’bat
paydo bo’ladi. Iste’molchilarda qimmat mahsulot o’rnini arzon tovarlar bilan almashtirishga
moyillik bor bo’ladi. Demak tovar narxi oshishi bilan ayrim xaridorlar sotib olishni umuman
to’xtatadi va o’rinbosar tovarlarni iste’mol qilishga o’tadi. Xaridorlarning bir qismi esa
iste’molini qisqartiradi. Bularning barchasi talabning pasayishiga olib keladi.
Har bir iste’molchining shaxsiy talabi o’ziga xos o’zgaradi, ular shakl jihatidan bir-birini
takrorlamaydi. Jami bozor talabi yoki muayyan bozordagi umumiy talab esa barcha
iste’molchilar talabining yig’indisidir.
Talabni shakllantirishda insonlar ma’lum ehtiyojlarini qondirishni nazarda tutadilar. Talablani
shakllantirishda iste’molchi quyidagi axborotlarni olishi shart:
- tovarning borligi va sotilishi joyi;
- qaysi ehtiyojlarni qondirishga qaratilgani;
- iste’mol qiymatining ko’rsatkishlari;
- xaridorlarni qoniqtirmay qolgan holda ularning himoya qilish kafolatlari.
Ushbu axborotlarni esa quyidagi vositalar orqali yetkaziladi:
- reklama;
- ko’rgazmalar o’tkazish;
- yig’ilishlar, anjumalar va filmlar orqali.
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Tovarga bo’lgan talabga mintaqaviy, milliy, baynalminal omillar ham ta’sir etadi. Mintaqaviy
omil- iqlim sharoiti, ishlab chiqarishning tuzilishi, mahalliy urf-odatlar kiradi.
Milliy omil- mamlakat doirasida ehtiyojning yuksalish darajasi, umuman iste’mol darajasi,
milliy, diniy an’analar va ko’nikmalar kiradi.
Baynalminal omilga- biron mamlakatdagi yangi tovar iste’molining boshqa mamlakatlar
aholisiga yetib borib, ularning talabiga ta’sir ko’rsatishi, xalqaro tovar reklamasi va
axborotlarining mavjudligi va boshqalar kiradi.
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MAMALAKATIMIZ KICHIK BIZNES KORXONALARI
EKSPORTINI RIVOJLANTIRISHDA MARKETING AXBOROT
TIZIMINI TAKOMILLASHTIRISH MASALALARI
Ahmad SOLIYEV
Bugungi kunda mamalakatimizda amalga oshirib kelinayotgan islohotlar o’zining ijobiy
natijalarini namoyish etmoqda. Respublikamizda kichik biznes va xususiy tadbirkorlik sohasi
milliy iqtisodiyot rivojlanishida alohida ahamiyat kasb etadi. Ushbu sohani rivojlantirmasdan
turib iqtisodiyotning istiqbolini ta’minlab bo’lmaydi. Kichik biznes va xususiy tadbirkorlik
sub’yektlari faoliyatini rivojlantirish va uni qo’llab-quvvatlashga mustaqilligimizning ilk
kunidan boshlab davlat siyosati darajasida e’tibor qaratilib kelinmoqda. Uning o’rni va roli
tobora mustahkamlanib borayotganining o’zi iqtisodiyotimizda ro’y berayotgan tarkibiy
o’zgarishlar natijasidir. Jumladan, 2010-yilning o’zida mamlakatimizda 26 mingdan ziyod kichik
biznes sub’yektlari ish boshlagan bo’lsa, bu ko’rsatkich 2014-yilda esa 190 mingdan ziyodni
tashkil etmoqda. Uning YaIM dagi ulushi 1991-yilda 1.5 foizni tashkil etgan bo’lsa, 2000-yil 31
foizda, 2014-yilda esa 56.0 foizga yetdi, ya’ni 2000-yilga nisbatan 25 foizga, 1991-yilga
nisbatan 54.5 foizga ortganini ko’rishimiz mumkin (O’zbekiston Respublikasi Statistika
qo’mitasi ma’lumotlari).
Kichik biznes va xususiy tadbirkorlik faoliyatining kengayishi iqtisodiyotning boshqa soha va
tarmoqlari ishlab chiqarish hajmidagi salmog’ining oshishida ham namoyon bo’lmoqda. Bu
sohaning:
- sanoat mahsulotlari ishlab chiqarishdagi ulushi 2005-yilda 10.0 foizdan 2012-yilda 22.2
foizga o’sgan bo’lsa, bu ko’rsatkich 2014-yilda 108.3 foizni, 2015-yil 1-yarim yil yakunlariga
ko’ra 108.1 foizni tashkil etmoqda;
- qishloq xo’jaligi mahsulotlari ishlab chiqarishdagi ulushi 2005-yilda 85.7 foizdan 2012-
yilda 98.0 foizga o’sgan bolsa, 2014-yil 106.9 foizni, 2015-yil 1-yarim yil yakunlariga ko’ra
106.5 foizga yetganini ko’rishimiz mumkin.
- savdoda 2005-yilda 43.7 foizdan 2012-yilda 45.3 foizga yetdi, 2014-yil ma’lumotlariga
ko’ra 49.0 foizga oshgan.
- asosiy kapitalga investitsiyalar hajmi 2005-yil 24.0 foizdan 2012-yil 35.2 foizga, 2014-yil
esa 109.6 foizga 2015-yil 1-yarim yil yakunlariga ko’ra 109.8 foizga yetdi.
Ahmad SOLIYEV, Toshkent Davlat Sharqshunoslik Instituti 3-kurs talabasi
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- eksport hajmi 2005-yilda 6.0 foizdan 2012-yil 15.7 foizga o’sdi. Bu ko’rsatkich 2014-yili
14.1 mlrd AQSh dollarini tashkil etgan bo’lsa, 2015-yil 1-yarim yil yakuniga kelib 6.4 mlrd
AQSh dollarni tashkil qilib 7.4 foizga oshganini ko’rish mumkin (Karimov 2015).
Yuqorida qayd etilgan ijobiy natija ko’rsatkichlari bir tomondan kichik biznes va xususiy
tadbirkorlikning nafaqat ichki, balki, tashqi iqtisodiy aloqalarini rivojlantirish borasida qulay
huquqiy va iqtisodiy muhit yaratilganligini ko’rsatsa, ikkinchi tomondan esa, sohada olib
borilgan modernizatsiya va diversifikatsiya jarayonlarining natijasi ekanidan dalolat beradi.
Ma’lumki, O’zbekiston tashqi iqtisodiy faoliyati eksportga yo’naltirilgan. Eksport rivojlanishi
mamlakatimiz iqtisodiyotining barqarorligini ta’minlashda qanchalik muhim ahamiyat kasb
etishi barchamizga ayon. Shu nuqtayi nazardan soha rivojlanishini takomillashtirish dolzarb
masalalardan biridir. Ta’kidlash joizki, tashqi savdo iqtisodiy aloqalarining samaradorligi ko’p
jihatdan axborot ta’minoti bilan bog’liqdir. Chunki ishtirokchilar qarorlarini asoslashlari va
qabul qilishlari, uning bajarilishini mustahkam nazoratga olishlari uchun ham haqiqiy va
solishtirma ma’lumotlar zarur bo’ladi. Olinadigan ma’lumotlardan ko’proq uzoq muddatli
iqtisodiy aloqalarni o’rnatishda, qo’shma faoliyatni tashkil etishda investitsion loyihalarni
amalga oshirishda hamkor firmani tanlashda foydalaniladi.
Xorijiy xaridorlarning demografik, geografik, ijtimoiy-psixologik xususiyatlari borasidagi
haqqoniy ma’lumotlar eksport qilinayotgan tovarlarga bo’lgan talabning, valuta tushumlarining,
eksport rentabelligining to’g’ri aniqlanishiga imkon yaratadi. Bunday axborotlar nafaqat eksport
balki, import operatsiyalarini amalga oshirishda ham zarur bo’ladi.
Ta’kidlash joizki, korxonalarning jahon xo’jaligi aloqalariga qo’shilishi bilan birga eksport
tovarlar ishlab chiqarish, resurslardan foydalanishdagi mavjud qulay iqtisodiy sharoitga
moslashishlari kerak. Chunki korxonalarning tashqi iqtisodiy aloqalardagi raqobatbardoshligini
arzon resurslar va ishlab chiqarish texnologiyalari hamda axborot vositalariga kira olishi,
foydalanishdagi ustunligi ta’minlanishi mumkin.
Darhaqiqat, tashqi iqtisodiy faoliyatning ayniqsa, eksport sohasining asosiy tarkibiy qismi
raqobat tahlili hisoblanadi. Xalqaro bozorda nosog’lom raqobatga va ustunlik holatini suiste’mol
qilinmasligiga alohida e’tibor beriladi. Buning muhimligi xalqaro savdodagi raqobatning ichki
savdodagi raqobatga nisbatan acha qattiqligidir. “ … barcha sohadagi raqobat esa bozorning eng
asosiy qonuni” deb ta’kidlagan edi Respublikamiz Prezidenti Islom Karimov.
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Yuqorida ta’kidlangan fikr mulohazalardan kelib chiqqan holda xulosa qilish mumkinki,
korxonalarning tashqi bozorga chiqish imkoniyatlari uning oldiga quyidagi masalalarni
ko’ndalang qo’yadi:
- xalqaro mamlakatdagi marketing kompleksiga, iqtisodiy xususiyatlariga va muhitiga
moslashish vazifasini;
- marketing vositalaridan samaralari foydalanish yo’llarini ishlab chiqishni talab etadi.
Qayd etilgan mulohazalar va xulosalar yuzasidan quyidagilarni taklif etish lozim;
1. Tashqi savdo-iqtisodiy aloqalarini o’rnatishda yaratilgan axborot muhiti tizimining
takomillashtirish darkor.
Ma’lumki, kichik biznes korxonalariga axborot manbalarini yetkazib beruvchi asosiy sub’yekt
O’zbekiston Savdo-sanoat palatasi hisoblanadi. Lekin palata axborot tizimi orqali tashqi savdo-
iqtisodiy aloqalari bo’yicha zaruriy, ya’ni eksport va import bozorlarining kon’yukturasi
bo’yicha yetarlicha to’liq ma’lumot olish bir muncha mushkuldir. Bunga bir qator omillarni
sabab qilib ko’rsatish mumkin.
Birinchidan, palata mutasaddi xodimlarining tashqi axborot tizimini samarali tashkil etish
bo’yicha yetarli darajada bilim va ko’nikmalarga ega bo’lmasliklari, ko’rilayotgan masala
yuzasidan fundamental metodalagik bilimlarning talab darajasida emasligi. Ikkinchidan
palataning O’zbekiston Respublikasi Tashqi aloqalar, investitsiya va savdo vazirligi va
diplomatic korpuslari bilan tashqi bozor axborot tizimi borasida yetarli darajada aloqalarning
o’rnatilmaganligi.
Ushbu qayd etilgan muammolar bir tomondan palata mutaxasis xodimlarining sohadagi mahalliy
va xorijiy yetakchi ta’lim maskanlarida o’z malakalarini oshirishlari, ikkinchi tomondan palata
statusining yanada kuchaytirilishini taqazo etadi;
2. Marketing sohasi kadrlarni tayyorlash siyosatiga e’tiborni kuchaytirishi lozim.
Bugungi kunda respublikamizda marketing sohasi mutaxasislari respublikamizning bir qator oliy
ta’lim muassasalarida tayyorlanadi. Bu mutaxasislar ko’proq marketing tadqiqiqotlari, vositalari
va tashkil etish masalalari bilan shug’ullanadi. Ta’kidlash zarurki, ta’lim jarayoni marketingning
asosiy vositalaridan biri hisoblangan reklamani ishlab chiqishga emas, balki ko’proq amaldagi
reklama jarayonlarini tadqiq etishga yo’naltirilgan. Bu esa reklama tayyorlovchi mutaxasislarga
e’tiborning kuchaytirilishini talab etadi;
3. Konsalting xizmati sub’yektlarining faoliyat doirasini kengaytirish zarur.
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Ma’lumki bugungi kunda marketingga ixtisoslashgan konsalting xizmati sub’yektlari tomonidan
ko’proq ichki bozor masalalari o’rnatiladi va ma’lumotlar taqdim etiladi. Lekin korxonalar
uchun nafaqat ichki bozor holati to’g’risidagi umumiy ma’lumotlar, balki tashqi marketing
faoliyatini tashkil etish, yuritish hamda uning vositalaridan samarali foydalanish borasida
olinadigan maslahatlar ham muhimdir. Shu sababli konsalting xizmati sub’yektlaridan nafaqat
haqqoniy ichki marketing ma’lumotlarining taqdim etilishini balki, marketing masalalari
yuzasidan amaliy maslahatlar ham berilishini taqazo etadi. Ushbu masalani ijobiy hal etish uchun
sub’yektlar manfaatdorligini oshirish lozim, ya’ni konsalting sub’yektlari tashqi marketing
faoliyatini rag’batlantirish zarur. Buning uchun rag’batlantirishning eng maqbul usullaridan biri
bo’lgan soliq imtiyozlarini qo’llash lozim. Shu nuqtai nazardan kichik biznes sub’yektlariga
ko’rsatiladigan tashqi marketing konsalting xizmatlari 3 yil davomida qo’shimcha qiymat solig’i
va daromad soliqlaridan ozod qilinishi maqsadga muvofiqdir. Bu bilan konsalting xizmat
turlarining ko’payishiga va xarajatlarning kamayishiga imkon yaratilishi mumkin.
Xulosa sifatida ta’kidlash lozimki, bildirilgan fikr mulohazalar va takliflar kichik biznes
korxonalarining tashqi savdo iqtisodiy aloqalari muhitiga moslashuvchanlik darajasini, tashqi
bozor raqobatbardoshligini hamda tashqi savdo munosabatlarining samaradorligini oshirishga
zamin yaratadi.
Foydalanilgan adabiyotlar
1. O’zbekiston Respublikasi Statistika qo’mitasi ma’lumotlari. 2015-yil 1-yarim yil
yakunlari statistik qo’mitasi ma’lumotlari
2. Karimov 2015. O’zbekiston Respublikasi Prezidenti Prezidenti Islom Karimovning 2014-
yil yakunlariga bag’ishlangan ma’ruzasi.
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ТАДБИРКОРЛИКНИ РИВОЖЛАНТИРИШДА РАҚОБАТ ВА
НАРХ ШАКЛЛАРИНИНГ МУҲИМ МАСАЛАЛАРИ
Соҳибжон ТЎРАБЕКОВ
Рақобат бу- кишиларнинг аввало иқтисодий, шунингдек, жамият ҳаётининг бошқа
соҳаларидаги жиддий курашдир. Иқтисодиёт нуқтаи назаридан рақобат бу
сотувчиларнинг истеъмолчилар талабларини қондириш учун кураш, шунингдек,
харидорларнинг энг қулай шароитларда ўзлари учун энг фойдали товарларни сотиб олиш
учун кураш ҳисобланади. Рақобат бир томонидан иқтисодиётнинг тўхтаб қолишига
тўсқинлик қилиб, жамият тараққиётининг гарови бўлса, иккинчи томондан
барқарорликнинг йўқолиши, можаролар, банкротга учраш, ходимларнинг ишдан
бўшатилиши рақобатнинг ажралмас қисмларидан биридир. Э. Хаббарднинг образли
ифодалашига кўра: «Рақобат- савдонинг ҳаёти ва савдогарларнинг ўлимидир». Бизнинг
мамлакатимизда рақобат ҳақида бозор ислоҳотларининг ўтказила бошлаши билан гапира
бошладилар. Шу сабабли республикамиздаги ишлаб чиқарувчи ва воситачиларда
рақобатли кураш олиб бориш бўйича тажрибалар ҳали етарли эмас.
Бозорда рақобатнинг икки хил турини ажратиб кўрсатиш мумкин:
1)нархга боғлиқ бўлган рақобат;
2)нархга боғлиқ бўлмаган рақобат.
Дастлабки ҳолатда рақобатчилар билан кураш ўз товарлари нархини тушириш воситасида
олиб борилади. Нархга боғлиқ бўлган рақобат сотувчининг устунлиги мавжуд бўлган
бозорларда соф рақобат устун бўлган (бир хил маҳсулот ишлаб чиқарувчилар сони кўп)
шароитларда, талабнинг ўзгариши суст бўлган ҳолларда ва капиталнинг ҳаракатланиши
унчалик юқори бўлмаган шароитларда қўлланади.
Ҳозирги ривожланган бозор шароитларида рақобатнинг нарх билан боғлиқ бўлмаган
усули – ўз товарини рақобатчиларнинг ўхшаш товарларидан ажратиб кўрсатиш, унга
харидор учун ўзига хос бўлган хислатлар бериш, техник хизмат кўрсатиш даражасини
ошириш, товарларни сотишнинг илғор шаклларини ривожлантириш, фирма фаолиятининг
функционал жиҳатлари ва тузилмасини такомиллаштириш, харидорлар сўровларининг
ўзига хослигини ҳисобга олиш кабилар афзал кўрилмоқда. Бунинг учун рақобатчилар
янги товарлар чиқариш, уларни такомиллаштириш, сифатини ошириш, турли хил
қўшимча хизматлар ва сотувдан кейинги хизмат кўрсатиш кафолатини таклиф қилишдан
фойдаланадилар. Нарх билан боғлиқ бўлмаган рақобатда нисбатан молиявий барқарорлик
Тўрабеков Соҳибжон, Самарқанд иқтисодиёт ва сервис институти, талаба
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таъминланади ва бу корхонани самарали бошқаришга имкон беради. Рақобатнинг нарх
билан боғлиқ бўлмаган усули самарадорлиги юқорироқ, чунки рақобатчилар жавоб
тариқасидаги хатти-ҳаракатарни нарх билан боғлиқ бўлган рақобатдаги каби тезлик билан
амалга ошира олмайдилар. Шунинг учун ҳам нарх билан боғлиқ бўлмаган рақобатни
самарали рақобат деб ҳам аташади. Нарх билан боғлиқ бўлмаган рақобат усули нарх
билан боғлиқ бўлган рақобатга нисбатан кўпроқ куч ва молиявий харажатлар
сарфланишини талаб қилсада, муваффақиятга эришилган ҳолларда бу харажатлар тўла
оқланади. Фирманинг мақсад ва имкониятларидан келиб чиққан ҳолда рақобатнинг
қуйидаги вариантларидан бири танлаб олиниши мумкин:
1) янги маҳсулот, технология, сотув усуллари, сервис ва рекламани яратиш;
2) янгилик яратганлардан қисқа муддатда нусха кўчириб олиш;
3) эришилган ютуқларни сифатни ошириш, ассортиментни кенгайтириш
Фирманинг маълум бир бозор сегментларига хизмат кўрсатишга мослашиб олиши бошқа
бозор сегментларини йўқотиш ёки уларда муваффақиятга эришиш имкониятларининг
пасайиши ҳисобига эришилади. Шунга асосан қуйидаги рақобат стратегияларидан бири
танлаб олиш мақсадга мувофиқдир:
- юқори сифатли, маҳсулотларни чекланган миқдорда ишлаб чиқариш,
- бозорнинг кичик ҳажмли эҳтиёжларини максимал даражада чуқур қондириш;
- фаолиятни тубдан ўзгартириш ва янгиликлар киритишга йўналтириш
- компанияларнинг бозорда эгаллаган ўринларини ажратиб олиш
Рақобат курашининг икки усули фарқланади: нарх воситасидаги рақобат ва нархсиз
рақобат.
Нарх воситасида рақобатлашувда курашнинг асосий усули бўлиб ишлаб
чиқарувчиларнинг ўз товарлари нархини бошқа ишлаб чиқарувчиларнинг шундай
маҳсулотлари нархига нисбатан пасайтириши ҳисобланади.
Унинг асосий ва энг кўп қўлланиладиган кўриниши – «нархлар жанги» деб аталадики,
бунда йирик ишлаб чиқарувчилар рақибларини тармоқдан сиқиб чиқариш учун нархни
вақти-вақти билан ёки узоқ муддат пасайтириб туради. Бу усулни қўллаш учун ишлаб
чиқарувчи бошқа рақибларига қараганда унумлироқ технологияни киритиши,
малакалироқ ишчиларни ёллаши ва ишлаб чиқаришни яхшироқ ташкил қилиши керак
бўлади. Фақат шундагина унинг товарининг индивидуал қиймати бозор қийматидан паст
бўлиб, мазкур товар нархини пасайтириш имконини беради.
Айрим ҳолларда нарх ёрдамида рақобатлашишнинг белгиланган нархлардан чегирма
қилиш, асосий харид қилинган товарларга бошқа товарларини қўшиб бериш, муайян
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ҳолларда имтиёзли нархларни белгилаш каби усулларидан ҳам фойдаланиш ҳам яхши
самара беради.
Ҳозирги даврда бозор иқтисодиёти ривожланган мамлакатларда нарх ёрдамида рақобат
қилиш ўз ўрнига эга эмас, чунки ишлаб чиқарувчилардан бирини ўз маҳсулотининг
нархини пасайтириши унинг рақобатчиларининг ҳам шундай харакат қилишига олиб
келади. Натижада фирмаларнинг бозордаги мавқеи ўзгармай, фақат тармоқ бўйича фойда
ҳажмини камайтиради.
Нархсиз рақобат курашда товарларнинг нархи эмас, балки унинг сифати, сервис хизмат
кўрсатиш, ишлаб чиқарувчи фирманинг обрў-эътибори юқори туради.
Нархсиз рақобат билан бир вақтда яширин нарх ёрдамидаги рақобат ҳам бўлиши мумкин.
Бундай ҳолатда янги товарлар сифатининг ошиши ва истеъмол хусусиятларининг
яхшиланиши улар нархларининг ошишига қараганда тез рўй беради. Ҳозирги даврда бир
турдаги маҳсулотларнинг кўпайиши уларнинг сотишни рағбатлантирувчи реклама, товар
белгилари ва фабрика муҳрларидан фойдаланишни келтириб чиқармоқда. Истеъмол
бозорларида қўшимча хизмат кўрсатиш орқали харидорларни ўзига жалб қилиш кенг
тарқалмоқда.
Фан-техника тараққиёти авж олган ҳозирги шароитда, техника ва технологиянинг энг янги
ютуқлари устидан назорат қилиш учун кураш рақобатнинг асосий усулларидан бирига
айланиб бормоқда. Бундан ташқари, ишлаб чиқарувчи корхоналар харидорларни жалб
қилиш мақсадида узоқ муддат фойдаланиладиган истеъмол товарларига кафолатли ва
кафолатдан кейинги хизмат кўрсатишни амалга оширмоқдалар. Масалан, компьютер
ишлаб чиқарувчи фирма ўз маҳсулотини шунчаки сотиш билан чекланмасдан, балки уни
ўрнатиб бериш, корхона ходимларини компьютердан фойдаланишга ўргатиш,
кафолатланган муддатда ва ундан кейинги даврда таъмир ишларини бажариш, техникавий
хизмат кўрсатиш кабиларни ҳам амалга оширади.
Нархсиз рақобат усуллари ичида маркетинг муҳим аҳамиятга эга бўлиб, у маҳсулот ишлаб
чиқариш ва сотиш жараёнини талабга мослаштирувчи тадбирлар тизимидан иборат. Бозор
иқтисодиёти шароитида талабни яхши ўрганган ва истеъмолчилар эҳтиёжларини тўлароқ
қондира оладиган корхоналар ҳар доим рақобат курашида ютиб чиқади.
Шундай қилиб, монополиялар ҳукмрон бўлган шароитда нархсиз рақобат муҳим ўрин
тутади. Бунинг сабаби шундаки, биринчидан, монополиялар товар сифатини ошириш,
истеъмолчиларга хизмат кўрсатишни яхшилаш йўли билан сотиладиган товар ҳажмини
кўпайтириши мумкин. Иккинчидан, улар молиявий жиҳатдан кучли бўлганлиги сабабли
маҳсулотини янгилаш, ишлаб чиқаришни қайта жиҳозлаш ва рекламага зарур бўлган
маблағни сарфлай оладилар.
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Ўзбекистонда самарали рақобат муҳитини яратиш учун қуйидагилар бўйича чора-
тадбирларнинг амалга оширилиши мақсадга мувофиқ деб ҳисоблаймиз:
иқтисодиётда давлат монополизмининг ҳар қандай намоён бўлишини максимал
даражада бартараф этиш. Бунинг учун тадбиркорликни ривожлантириш ва
иқтисодиётни давлат томонидан бошқариш тизимини такомиллаштириш учун нисбатан
қулай шарт-шароитларни яратишга қаратилган чуқур институционал ислоҳотлар
зарур;
бозор шароитида вужудга келаётган монополияларнинг бозордаги ўз устунлик
мавқеларини суистеъмол қилиш имкониятларининг олдини олиш.
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ПОКУПАТЕЛЬСКОЕ ПОВЕДЕНИЕ ОРГАНИЗАЦИИ И
ИНДИВИДА
Марина ЦОЙ, Сахобат БОЗОРОВА*
Бизнес сродни искусству, а в искусстве от простого везения зависит порой многое [1].
Важнейшим резервом и фактором устойчивого роста экономики является сфера услуг.
Как показывает мировой опыт, именно эта сфера сегодня занимает доминирующее
положение в формировании ВВП, обеспечение занятости населения, роста благосостояния
людей [2]. По итогам 2014 года в Узбекистане объемы оказанных рыночных услуг
возросли на 15.7 процента, а их доля в структуре ВВП увеличилась с 53 до 54 процентов.
В этой сфере в настоящее время трудится свыше 50 процентов, занятых в экономике.
В условиях идеального рынка, столь любимого экономистами, покупатели
непосредственно встречаются с продавцами, а цена на товар устанавливается в условиях
соответствия спроса предложению.
Маркетинг трудно согласуется с идеальным рынком, он по-настоящему полезен только
тогда, когда покупатели и конкуренты не обладают полной информацией о возможности
выбора и наиболее полезен, когда предложения отличаются друг от друга или, по крайней
мере, у покупателей создается такое впечатление. Маркетинг является связующим звеном
между производством и потребителей. Он адаптирует товар и услуги к нуждам
покупателей для наибольшего их удовлетворения, с одной стороны, и получение прибыли,
другой стороны.
Очень важно и интересно иметь понятия о различиях в покупательском поведении
организации и индивида. Закупка организацией какого-либо изделия не совершается
одним человеком. В больших организациях всегда имеется механизм внутреннего
контроля, при котором вопрос о закупке рассматривается и утверждается на нескольких
уровнях с тем, чтобы избежать неправильного использования фондов и средств компании.
Но хотя количество организаций-покупателей меньше, чем количество покупателей
потребительских товаров, объемы сделок гораздо больше и сам подход является более
профессиональным. При заключении очень больших сделок число лиц, участвующих в
принятии решения, а покупатели-профессионалы из промышленности ведут дело с уже
* Цой Марина Петровна к.э.н., доцент Джизакского политехнического института,
Бозорова Сахобат Абдужабборовна, магистр, ассистент, Джизакский политехнический институт
90
известными им торговыми агентами. К ним относятся уровень культуры производства,
размер компании, ее структура, политика и применяемые ею методы, качество продукции,
реклама, конкурентоспособность предложений, сроки поставки, требования в области
законодательства, политические соображения.
Если при покупке стандартной продукции доминируют стоимостные соображения, то при
закупке технически сложных изделий большое значение придается эксплуатационным
качествам. Важным фактором является вид закупаемой продукции. Поведение на рынке
транснациональных компаний зависит от стоимости покупаемого изделия и его
технической сложности. Для покупки более сложного и, соответственно, более дорогого
устройства необходима более высокая иерархическая и техническая организация.
Наиболее сильным фактором, отличающим покупательское поведение потребителя, в
отличие от типичного поведения организаций, является влияние культуры. То, что
приемлемо и желательно для одной культуры, не является обязательным для другой.
Интересы и финансовые возможности, которые определяют покупательское поведение, у
различных социальных слоев различны. На покупательское поведение оказывают влияние
как окружающие потенциального покупателя люди (семья, друзья, коллеги по работе), так
и такие факторы, как возраст и личная шкала ценностей. Специалисты по маркетингу
учитывают эти взаимоотношения с потребителями, когда пытаются пробиться к лицам,
оказывающим влияние на заключение сделки, используя нужных посредников в
соответствующий период.
Быстрый рост экономики требует наличия высокого профессионализма специалистов,
участвующих в процессе торговых отношений, эффективная работа которых благотворно
влияет на развитие торговли страны в целом и ее отдельных регионов, в частности.
Постепенно совершенствуясь, сфера торговли переходит на новый качественный уровень,
так как данная отрасль экономики является одной из крупнейших как по числу занятых,
так и по объему деятельности и вкладу в общий экономический потенциал. Доля торговли
в сфере услуг согласно статистическим данным составляет свыше 26 процентов.
Понятия «торговля» и «маркетинг» хотя и близкие, связанные между собой категории, но
имеют несколько отличное содержание. Целью маркетинга является мобилизация всех
ресурсов любого предприятия на производство товаров и услуг, пользующихся спросом
потребителей на рынке, с учетом изменений конъюнктуры и конкурентной среды.
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/
Торговля же - это технология купли-продажи товаров и обслуживания покупателей.
Таким образом, маркетинг заранее создает и обеспечивает условия для совершения
сделок купли-продажи товаров. Торговля как отрасль экономики имеет свою специфику,
технологию и искусство обслуживания населения, поэтому не каждый маркетолог может
стать торговым работником или руководителем рынка. В связи с этим, вузам и
профессиональным учебным заведениям необходимо усилить подготовку специалистов в
сфере товарного обращения. Одновременно необходимо проводить организационно-
методические мероприятия для реализации рекламной деятельности, разработать и
проводить национальную маркетинговую политику, способствующую повышению
конкурентоспособности и продвижению отечественных товаров как на внутреннем, так и
на внешнем рынках [3]. Такие маркетинговые (рекламные) стратегии работают,
например, в США с активным использованием всех средств рекламы, расходы на
которую составляют до 50 процентов стоимости рекламируемых товаров. В Европе
больше внимания уделяют совершенствованию логистики и способов обслуживания
населения, а в Японии - внедрению менеджмента качества и принципа торговли, когда
покупатель всегда и во всем прав. Торговля может стать еще более эффективным
фактором повышения конкурентоспособности экономики страны и качество жизни
населения.
Управление внутренней торговлей на уровне государства - важный рычаг стабилизации
макроэкономических процессов в стране, особенно инфляции. Оно включает в себя
организацию маркетинговых исследований на мировом и внутреннем рынках и
использование их результатов для обоснования экономической политики всей страны,
координации развития и роста производства и сферы услуг в регионах.
Использованная литература:
1. Рой Дамари Теория и практика маркетинга: М., 1994
2. И. Каримов «Создание в 2015 году широких возможностей для развития частной
собственности и частного предпринимательства путем осуществления коренных
структурных преобразований в экономике страны, последовательного
продолжения процессов модернизации и диверсификации - наша приоритетная
задача»: Правда Востока, №11 (27965) от 17 января 2015 года
3. www.evu.uz. «Экономический вестник Узбекистана. № 611
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TRADITIONAL TO MODERN BANKING: PECULIARITIES OF
ADOPTING CUSTOMER-ORIENTED STRATEGIES IN
UZBEKISTAN
Indira MAMBETKARIMOVA*,
Tsontos KONSTANTINOS (Advisor)
Introduction
The world of financial services, especially banks, has been one of the most fast changing and
evolutioning industries for the last decades. With challenges marking every pace of these
activities along with the incredible improvements taking place, a due attention to be addressed to
the question of appropriate customer service appears to be of a special importance.
The banking industry is the most unique but common human activity that reflects every single
social change straight away, staying at the same time the most unpredictable institute due to its
nature. Banks, particularly state-owned ones, have a great impact on a financial system as both a
participant and a regulator of the market. Therefore a classical marketing strategy approach
would be a misleading one. Instead a more advanced and diversified method will be required
when dealing with customer behavior issue.
This article attempts to seek for ways of adopting appropriate strategies capable of filling the
apparent breaches in the structure of communicating with the modern customer which could
serve a better efficiency of the banking operations per se.
In particular investigates the questions on the efficiency of current techniques in use in existing
economic conditions that are more of a traditional character and attempts to analyse the degree of
need for change through the implementation of new worldwide trendy strategies, also similar
experiences that already took place in any of the developing economies are examined. Finally
the opinion on possibility of adopting these practices in case of Uzbekistan is shared as proposals
of potential solutions for the current situation in the market of banking services, according to the
following structure:
Background of the country, economy, financial system
Characteristics of the financial market and of specifics of banking industry:
advantages (of a central control) and disadvantages, costs of applying proper
marketing strategies;
* Indira Mambetkarimova, Joint-stock Commercial Bank “People’s Bank”. Tsontos Konstantinos, Lecturer, Management Development Istitute of Singapore in Tashkent
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Participants of the market: Classifications and missions of each party; what each of
them wants? Peculiarities of local customer service, perception of the client and
underlying reasons, the distinct role of the bank and special role of the individual
enterprises; the drivers and barriers of the development process to build a reliable
customer relationship;
Around the world: Overview of experiences globally (from developed and emerging
economies);
Retrospective vs Perspective: proposals for solutions/Conclusion:The outcome from
the “success stories” and what can serve as a potential solution to apply in the current
case.
Background of the country and its economy
As a state with a rich culture and historical background of a strong imperial past (former part of
Soviet Union and currently independent), Uzbekistan’s financial system is a unique case to
explore. With the developed and predominant international trade relations and hence an
advanced financial system of the medieval era, for the moment of joining the Soviet Union,
Uzbekistan’s financial system presented an underdeveloped and conservative state. For the
period of seventy years in conditions of planned economy, possibly the vital step for the
improvement was the introduction of the banking institution, with the first bank initially
established by imperial Russia in 1874 (Ruziev K., Ghosh D., 2009), which then contributed to
forming a mono-bank financial system common for all the Soviet Union states (Akimov A.,
Dollery B., 2001). This trend, despite the evident efforts to improve the scheme, holds the
outdated habits of dealing with financial issues. In particular, the bureaucratic routine together
with authorities’ intervention into the process of decision making and strategic development of
the financial market as well as attempts of keeping a tight control over the policies and legal
structure to apply on the market remain quite traditional, Pomfret (2003) states. Nevertheless,
Uzbekistan’s financial system today is far not similar to that of the Soviet Union time, and tactile
changes were made both in sphere of legal basis for improvements and in practice, especially in
the period after 2002 up to these days. (Ruziev K., Ghosh D., 2009)The main differences that
marked the financial structure of the independent Uzbekistan from the Soviet Union state are
namely as stated below:
introducing a two-tier banking system instead of mono-bank financial system; (Akimov A.,
Dollery B., 2004)
legal basis for improvements: a number of laws completely differing
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practical solutions in recent years, such as implementing a national credit bureau, changing
ownership form of the banks, regulatory improvements, including those of holding capital
reserves at banks at a higher amount than required by Basel standards, partial cash
replacement via e-payment, technological solutions and adopting alternative banking, such
as e-banking, sms-banking, etc.
Besides, the important measures on improvements were presented through making the data on
financial operations and processes available starting from 2003 (Ruziev K., Ghosh D., 2009), as
well as the banks, mainly state-owned ones were ranked by the international rating agencies
which spot the transition era to the gradual integration of the financial system of Uzbekistan into
world financial system.
All of the measures stated above serve in core the main purpose of creating conditions for the
financial market to operate and generate earnings by those who offer financial products and
services. Although, developed with regard to the customer as a central figure, since any other
approach is not applicable, and despite the banks in Uzbekistan act under the motto “bank is for
the customer and not vice versa” (“davr”, mtrk.uz, 12.01.2016), customer is far not priority yet
and the service routine is based rather on top-to-bottom command principle than on the actual
market requirements and customer needs. When it comes to the customer behavior, today’s local
customer presents a traditional type in a sense that he is used to the poor quality of service on the
level of an average man, while as on the macro-economic scale the level of customer service to
the inter-government and international corporate clients makes a tremendous jump up being a
result of push off of their high demands according to international standards.
Characteristics of the financial market and of specifics of banking industry
As stated earlier, despite the evident changes, basically the financial system of Uzbekistan still
keeps in practice the traditional course and banks make up the major contribution to the structure
of the market, holding the leading position in providing financial services to the bulk of
customers regardless of their classification and needs, and other types of financial institutions
still form a very small proportion according to Mitsuru Mizuno (2009).
Structurally, Uzbekistan’s financial market consists of the Central bank of Uzbekistan, under
supervision of which act a range of commercial banks that are commercial that total 30, 192
non-bank financial institutions (reaching this number in recent years), and finally Fund for
Reconstruction and Development. Commercial banks vary by their ownership form and though
officially there are no more state-owned banks, starting from 2015, but only joint-stock banks,
there are still 3 of them that are in reality still under control of the government, despite their
recent conversion. Besides these 3, there are 13 more joint-stock, 5 with foreign capital
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investment and 9 private banks. The outstanding number of physical branches for retail services
which sum up to more than 4600 countrywide “tell” about two factors: 1.the efforts being made
by the banks to reach the customer; 2.the cultural peculiarity of the local customer and ability to
recognize tangible or physical service normally. It worth telling that despite the small number of
state-owned banks, the majority of assets are held exactly by them, as well as they also keep the
major amount of clients among population and internationally that present a strategic value. As
for the non-bank financial institutions – the majority of them are credit unions which make up
110 units and 82 are microfinance firms. Additionally, the separate sector of International
bodies, such as International Monetary Fund (IMF), World Bank (WB), Asian Development
Bank (ADB), and others like IFC, IBD, UN (projects), ICD, etc. contribute to the financial
structure of the state (FRDU, 2016).
Participants of the market
Classifications of the participants on the financial market.
Government
Financial institutions
The original role of the bank: banks serve not only as an ordinary participant of the market in
Uzbekistan, but also have a potential of regulatory character, as it accumulates large amounts of
funds and this aspect can make a large-spread impact on the whole financial system.
Non-financial bodies
Customers
Customer classification:
Individual: students, pensioners, working class, young families
Business : Startups, Trade entities, SMEs, Corporate clients and
The unique role of Individual Entrepreneurs: simultaneous representation in two major
segments of customers: as a business class and a class of common users or general population.
Mission of the bank.
To intermediate service and to be an integral participant of a regulatory character on the market
of financial services.
Mission of the customer.
To bear benefit: profit and trust, value and to be an integral part of the financial market that
drives the whole process.
Who wants what:
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Ideally, both parties of any commercial communication want the smoothness of the process, with
no barriers. In case of bank-client relationship the same principle applies with an emphasis on
trends, considering the peculiarities of the nature of market. To put it simple, each party wants
the following requirements to be fulfilled.
Customer from a bank?
Safety to keep their funds with a particular bank; reliability and possibility to cooperate on a
constant basis – in other words – stability and consistency of the provided services; low costs –
on any service, if possible – no costs at all; no involvement to the details of the service process
(as it could be confusing) – at the same - transparency of it; to know them well, but respect their
privacy; comfortability – as in the ease of access to the services, flexibility and adjustment to
their needs, allocation of attention; and here comes the curious part – personification of the
services, and finally – when the customer wants the bank to bring them a good profit, most often
they mean that the bank should improve their well-being in fact.
And the “story” doesn’t end up here, but these are the most common demands.
A bank from a customer?
Just like for the customer, the list of wants by the banks from a customer could be endless. Still,
the major ones to make a common idea of what are the wishes by bank to be for their ideal client
are as follow:
Profitability, stable relations, predictable patterns of behaviour so that to avoid risks, better
performance of customer feedback on service, improved culture of customer attitude and
intelligence, reliability – as in less troubles when dealing with a customer, bank wants the
recognition from a customer, when: it wins the competition for the customer, performs on the
level that exceeds the customer expectations, and definitely – when it is a value for their
customer and position a special place in customer’s mind.
***
As can be seen, despite positions of the parties that are opposing in nature, many common
moments in requirements of both parties can be observed, namely both sides want stability and
reliability of the relations, as well as profit bearing aspect matters for them significantly.
Banking system developments in Uzbekistan and current constraints.
Due to advancement of technology and means of reach to the customer, the traditional means of
communication with customer has enhanced as the improvements in the internet, mobile and a
number of related industries offered a large variety of “tricks” in earning customer satisfaction
97
and hearing about the customer wants. Nevertheless, the sufficiency of these means in capturing
the needs and meeting the expectations of modern consumer, consequently achieving the
customer loyalty stays questionable. So does the issue of efficiency and ample profitability for
the banks.
In Uzbekistan apart from the regulatory reforms described above, many improvements in the
banking system were implemented as follows:
ATM machines are the probably the biggest visible advancement in the financial market
of Uzbekistan that facilitate the cash turnover as well as allowing to implement the non-
cash payment widely among common population. Despite the convenience of use and
that this method has significantly simplified the availability to a wider source of funds
among population for banks and addressed the matter of the using buying potential at its
highest, i.e. the communication between the client and the bank, the accessibility of these
machines is far not common yet in rural areas, while as the issuance and distribution of
plastic cards goes way ahead, creating a break in the process of switching from
traditional means of customer service to a new stage of providing financial inventions.
Sms-banking and Mobile applications are the innovations which definitely help to run
the e-banking sphere way more productively compared to the same internet-banking,
that are focused on the non-cash or electronic money turnover. The use of smartphones is
widespread among common users, especially the youth, which makes up the majority of
population in Uzbekistan, while as the availability of internet is less common.
Another innovative approach is a visiting cashbox office. This development could serve
as a potential focal point to strengthening communication between customers and banks.
Yet from the customer’s side there is another question that triggers mind on the
accessibility to finances and financial products to the average man. Although there are a
plenty of new types of financial products and services being offered by the banks that
are quite successfully designed for the convenience of common user very often potential
consumers do not have any information about the existence of such, or what’s more
common – do not know the terms of access and appropriate communication with the
bank.
Despite the evident progress in implementing technological know-hows in running the banking
industry in Uzbekistan, such as issuing plastic cards, running e-services via mobile- and internet-
banking, there is also an apparent need in a spanking new approach and adopting modern
marketing strategies when dealing with today’s customer.
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With the development of new ways of payment and trade, as well as new types of financial
products that are designed in accordance with contemporary challenges in financial market, the
need for new customer-centered approach arise. Taking into account the peculiarity of the
economy and culture of the local population with the additional discount to the recent historical
experience, the customer relationship issue presents a very probing case to research.
Because of the population’s mentality and cultural perception of e-money - the population does
not recognize them, as well as of e-commerce and e-service, - the physical presence of banks via
branches increased in size a lot, reaching the record number of more than 4,5 thousand around
the country. What does it mean in a sense of customer service? And how this situation can be
utilised? Is it possible to apply a similar strategy as with the visiting cash boxes that were
proposed to be used to hear about the customer opinion, wants and needs?
It is commonly known customer is center and main driver of any industry, where the selling-
buying relations exist, and banks declare their principal point of functioning as “banks are for
the client”, and not vice versa.
Additionally it can be said with regards to clientele that the services to both juridical and
physical faces are provided by the banks on a selected basis. At the same time the preference is
still given to the firms and enterprises rather than common people, when it comes to providing
loans. Among which another selection stage takes place where the ownership issue matters the
most. (Aliqoriev, 2013)
At the same time another case of constraint in providing retail banking services is the cash
withdrawal and circulation, which becomes even more actual for the recent couple of years. This
trend goes in parallel with the launch of the e-payment system in Uzbekistan, and at the time
when common people still are not yet used to the idea of e-money, the use of physical money
declines as well as the amount of it in circulation (Salaev S., Abdullaev F., 2015). It is also quite
a common case when one can deposit their physical money in a bank which is state-owned.
There is still one positive side to point out that people prefer to deposit mostly with the state-
owned banks not only because it is habitual among local population to do so, but also that they
feel more safe for their money as the banks guarantee that the funds are backed up by the
government. (Salaev S., Abdullaev F., 2015)
This “top to bottom approach” (banks regulate and define the customer relationship) is
contradictory with contemporary marketing where everything starts from the bottom (customer).
But how this could be achieved in a banking sector where – even if the number of non-state-
owned banks is increasing – the private banking sector remains a very low portion of the market.
99
A re-engineering of the banking sector may be required according to successful examples from
other countries (developed and developing), that are going to be presented below.
Around the world
A. Banking landscape and challenges in the developed markets today.
Areas that challenge banking industry in the developed markets can be seen in four major trends.
These are: increasingly tough competition among banks and the alternatives, retention and
further nurturing of the talents, a pressure from the customer’s side to meet and exceed
expectations, a tense control and requirements in regulatory environment and in a macro-
economic scale. (McKinsey&Co, 2012) These trends are logical come-outs of the main areas of
challenge that present mounting usage of digital banking services with high error levels and
therefore low satisfaction level with the resolutions follow, this leads to inconstant customer
satisfaction and diminished consumer loyalty, the real life experience often mismatch the
theoretic models of designed strategies, and also the rising number of alternatives to the
traditional banking institutions present additional threat (MCE, 2015).
And all of these are circled around one main figure - a customer, and related to it.
Plenty of ways to deal with these challenges are being offered. Among which the effective model
approaches are commonly made by the worldwide known expert companies, such as
McKinsey&Co, KPMG or BCG and include:
1. Various tests on customer centricity check of a bank, such as the one presented by
McKinsey&Co (2012) in their research paper, which take account of important points like:
100
2. Banking operations optimization model and structural transformations to be made by KPMG
(2011):
a) According to this model there are five lenses of transformation:
Strategic – Operational – Regulatory – Structural - Financial
b) with various points to emphasize both in a sense of horizontal and vertical evolution of
operational improvements for banks:
3. Customer study based list of suggestions for the improvement of banks and their performance
are put forward by EY (2014) (obtained through interviewing customers) as well:
“Listen to the customer’s need and device programs around them
Be more honest and op]en about various functions, allow for input and take opinions
quickly and consider them for immediate action. Allow business to customize their
services
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Understand our business better and maintain stronger local relationships
They should be more available and more focused on solving our problems quickly
Make international business simpler …..access and functionality implementation
Limit the documentation and stop changing the relationship managers
Faster decision-making, better communication and more transparency
Make security tighter and clearer so that customers feel safe
Be more flexible, provide better trained and experienced management and design more
innovative and personalized products” (EY, 2014)
B. Economies in transition state: A parallel reflection in Ghana case
This South African country definitely has an economical and socio-cultural backgrounds far
varying from those of Uzbekistan, as well as the financial system. Nevertheless, Bedman N..
(2012) and Nyarku, Kwamena M (2013) discovered a number of common moments in the
financial system, and customer perception and service that we found very similar to take place
commonly on the local market. This similarity may relate to the possible precise study and
further adoption of the successful strategies for the benefit of Uzbekistan. These parallel
reflections are:
Customer perception by the banks and the type of relations they build:
Service quality and speed – comparatively low;
Queues – management issue;
Technological disadvantage;
Informational vacuum;
Cultural similarity in the behavioral attitude of the customer;
Central control
At the same time, while as the innovations in use together with technological improvements are
the main drivers of the financial markets in developed economies, the emerging markets present
an issue of expanding their potential in a dissimilar way than the pioneers did, when
transforming their financial institutes and develop the sphere of financial services and products.
The reason for this apparently is the different era of challenges of economic and social character,
such as the globalization and migration processes world-wide.
Despite the seemingly bright approach which promises a successful outcome, the real life
experience of implementing these models and ideas stays yet far from the theory, leaving
loopholes for potential threats and failures. And recent financial crises which took place in
developed markets and which due to integrated scheme, affected the global financial system –
evidence of that. Hence, the question of further development of the banking industry needs more
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profound research and track of its course, and yet no unanimous approach is identified to be a
universal solution.
Retrospective vs Perspective: Proposals for solutions.
Information access for a common man: availability and reliability are important:
lack of communication and misinformation are often cases for the lose of trust among
customers and lessens their access to finance;
Building a solid communication framework: the way communication framework is
built determines the success of any project and process;
Education of both employees and customers: highly important strategy is to equip with
proper educational background not only the staff but also the customers, as this serves
achieving high standards in communication and better performance of the banks;
Proper management and staffing: when it comes to choosing and appointing the
candidates on the positions, it is vital to ensure a scrupulous testing, assessment and
examination before the actual assignation, so that to provide a qualitative decision-
making for the prospective banking performance;
Technological improvements: the competition is lost without doubt if no solid
technological foundation is provided;
Better regulatory framework: rules should be created not to control and limit, but
rather to shape a stronger framework and competitive participants;
More innovational approach in processes and procedures: a different, pro-active
thinkers with an extraordinary approach to the things are in a vital need;
Personification of services: customer should feel special and this sense of individuality
will contribute to the core benefits of a bank;
Branding: …and re-branding in some cases are essential to help the customer feel the
difference (between the Soviet banking system and the current one) and to encourage him
or her to try new products or services;
Customer study: despite seemingly no essence of providing big researches and spending
funds for this purpose – as there is no big change could be observed in customer
behaviour from the traditionally recognized one, besides that it is not common to conduct
studies of this character in the local financial market, - it is still imperative to
continuously study the customer for the banks and renew their information about clients
preferences and habits frequently to ensure larger market share and increase profit levels;
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Market study is of no less importance than customer study and proper analysis could
provide the solid decision-making basis and avoiding mistakes in making strategic
moves;
CRM advancement: there are plenty of ways to manage banking customer and apply the
customer information into practice, for this data collection and regeneration is required;
The customer segmentation aspect: proper customer segmentation could allow
avoiding many problems in customer management, such queues management, addressing
clients queries and meeting their expectations;
The focus on the niche that develops and has a sense of competition: nowadays all
banks, including both state-owned and those of private sector, provide services not only
according to solely within the assigned specifics, such as sphere of agriculture, machinery
or savings, but there is also a small proportion of promising advancement that can be
observed in diversification of their services on a competitive basis. This could be a very
important segment which will eventually lead to the improvement of the whole system
and therefore it could be the right strategy to allocate more attention and emphasize
efforts on encouraging its improvement.
The vertical and horizontal improvements are to be made: the top-to-bottom system of
management should be replaced with more innovative approach, as well as the increase
of in the number of private banks could lead to a better competition and quality
improvement.
Transformational and organizational changes that are already on – there are no more
state-owned banks in the country, have to be kept to ensure that banks are flexible enough
to match the current trends that keep on continuously changing and are competitive;
Conclusion
Any development process needs time, so does the relatively infant age, by historical measures,
financial system of Uzbekistan, and so does the sphere of customer service, as the integral part of
the former one. Lacking, historically, the opportunity to initiate the institution of banking on the
capitalistic basis, as the states of Eastern Europe did, it would have a short-sighted ground to
expect nowadays the international standards of capitalistic nature to fit ideally for the economy
type like Uzbekistan. Therefore, the balanced mix of gradual introduction of modern trends of
treating customer without a complete rejection, but improved application of some of existing
traditional approaches appears to be favourable in case of Uzbekistan. This strategy would allow
keeping a customer from a shock and helping the banks to avoid risks with this gentle treatment
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of their main profit bearer. In this sense, the proposed solutions present the actual and
contemporary importance to apply exactly at the present stage to the market of Uzbekistan.
References:
1. Akimov, A., Dollery, B. (2004). “The Financial System of Uzbekistan: An Evaluation of
Twelve Years of Transition” Working paper series in Economics, No. 2004-16. Available
at: [http://www.une.edu.au/__data/assets/pdf_file/0005/67946/econ-2004-16.pdf]
2. Akimov, A.“Reforming the financial system. The Case of Uzbekistan” Center for Social
and Economic Research, Warsaw 2001. Available at:
[http://unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN018196.pdf]
3. Fund for Reconstruction and Development of Uzbekistan, “Uzbekistan Banking &
Financial System.Co-Financing OpportunitiesFor Investment Projects”, Slide 2.
Available at: [http://www.jp-ca.org/navoiforum/materials/zantai/4bafaev.pdf]
4. Bedman, N.(2012)“Challenges of Marketing E-banking Services in a Developing
Country: The Case of Ghana”Journal of Internet Banking and Commerce, August 2012,
vol. 17, no.2. Available at: [http://www.arraydev.com/commerce/JIBC/2012-
08/Bedman%20Nartehv02.pdf]
5. The Central Bank of the Republic of Uzbekistan (2016) “The History of the Central
Bank”. Available at: [http://www.cbu.uz/eng/node/41932]
6. Ernst & Young, EY Global consumer banking survey 2014, “Winning through customer
experience”. Available at: [http://www.ey.com/Publication/vwLUAssets/EY_-
_Global_Consumer_Banking_Survey_2014/$FILE/EY-Global-Consumer-Banking-
Survey-2014.pdf] 7. MCE, (2015), “Implementing Banking Strategy in a Growth Market” Available at:
[http://www.mce-ama.com/industry-expertise/banking/#top]
8. KPMG, (2012), “Optimizing banking operating models. Available at:
[https://www.kpmg.com/BE/en/IssuesAndInsights/ArticlesPublications/Documents/opti
mizing-banking-operating-models.pdf]
9. Nyarku, Kwamena, M., (2013) “Assessing Customer Relationship Management (CRM)
Practices at National Investment Bank (NIB) Ghana Limited: (A Study of the Cape Coast
Branch)”, International Journal of Advances in Management and Economics, Vol.2,
Issue 2, 151- 162. Available at: [http://www.managementjournal.info],
[/images/branding/googleg/1x/googleg_standard_color_128dp.png]
10. McKinsey&Co, (2012), “Banking on customer centricity”. Available at:
[http://www.mckinsey.com],
[/images/branding/googleg/1x/googleg_standard_color_128dp.png]
105
11. Pomfret, R. (2003), “Central Asia since 1991: The experience of the new independent
states”, OECD Development Centre, Working Paper No. 212(Formerly Technical Paper
No. 212). Available at: [http://www.oecd.org/countries/kyrgyzstan/5961227.pdf]
12. Mizuno, M. (2009), “The Finance in the Capital Market and Credit Rating in Uzbekistan
”, Center for China and Asian Studies, Nihon University College of Economics, a part of
research on “Model Building on Standardization of Assessment Methods of
Credit Risk in Major Asian Countries”, Available at: [http://www.eco.nihon-
u.ac.jp/center/ccas/pdf/ccas_wp015.pdf]
13. Salaev, S., Abdullaev, F. (2015), “ Development problems of retail financial services in
Uzbekistan”, Roczniki Naukowe, Stowa rzyszenieekono mistów rolnictwa i
agrobiznesu, tom XVI, zeszyt 5. Available at:
[http://ageconsearch.umn.edu/bitstream/205233/2/16-5-Komilovich.pdf]
14. Ruziev, K., Ghosh, D. (2013), “Banking Sector Development in Uzbekistan”, Problems
of Economic Transition, vol. 52, no. 2, June 2009, pp. 3–41. Available at:
[https://www.researchgate.net/publication/46509994_Banking_Sector_Development_in_
Uzbekistan]
15. Aliqoriev, O. (2013), “Global financial inclusion challenges for banking system of
Uzbekistan”, Munich Personal RePEc Archive (MPRA), Banking system under modern
conditions, MPRA Paper No. 56291, posted 30. May 2014, 03:37 UTC. Available at:
[https://mpra.ub.uni-muenchen.de/56291/]
106
EFFICIENCY BY IMPROVED CUSTOMER RELATIONSHIP
MANAGEMENT
Anisa ALIEVA
What is this article about?
It is rare to find many companies who survive the changing world, let alone the changing
economy. As marketing is inseparable part of any company, and if dared to say, one of the
important divisions in a company, it is vital to keep one’s knowledge of this sector up-to-date.
Enterprises, whose main focus is producing goods or services for their customers, should try to
always improve new or existing product development, customer relationships management,
integrated marketing communication strategies as well as marketing research strategy and many
more. Any company tries to increase its sales, attract new customers as well as retain existing
ones, develop competitive advantage in order to beat its competitors and to aim for new markets
outside its borders.
Any person or company dealing with marketing and/or production should realize that building
and maintaining customer relationships is both vital as well as complicated issue. Customer
relationship management is probably the most important part of modern marketing (Kotler et al,
2012). Customers are known to be the only power that drives marketers to produce goods and
services that would be bought, used, and be of great demand in order to give them opportunity to
capture value from customers in return. Most of the marketing theories and concepts teach
professionals, academicians and students how to keep and retain consumers and to attract new
ones. Companies that create strong, deep and long-term relationships with their consumers
determine their success in future. Every single day the competition in the production market is
becoming stiffer and tougher, and marketers try to seek every possible way to turn the situation
to the positive side for a company.
Offered ways to build strong customer relationships
The only way to build strong customer relationships is through creating superior customer value
and satisfaction (Roland T. Rust et al, 2000). Everything goes around these two key ways. A
company should be able to offer the highest quality product in order to create an opinion that this
particular product creates more benefits and is far more affordable than those of competitor’s. It
should also match customer’s expectation as was promised in the advert in order to keep the
Anisa Alieva, BA (Hons) in Business and Marketing Management, Year 2 (University of Sunderland).
Management Development Institute of Singapore in Tashkent
107
buyer happy and satisfied or it can outreach its promise and leave customers delighted. This is
basically done to make the delighted customers come back again and again, and even advising a
product to a friend or relative. However, Matthew Dixon (Dixon, M. et al, 2010) believes that
sometimes having an excellent service itself does not always promise buyer’s satisfaction; in
fact, he believes that it depends on the quality of delivering the basic services that a company
offers when selling a product. In the example of Japanese famous Toyota these words can make
more sense: the main concept of Toyota is putting its customers always first no matter what the
situation is. The results of this speak for itself: many satisfied, loyal customers telling stories
where during urgent situations safety checks or after-sales services were performed fast, clear
and without any extra charge, putting forward those clients who had emergency situations. In the
private sector of Uzbekistan some companies both new and existing may adopt or tailor this
concept of Toyota’s - “The customer always comes first”, or using buyer’s feedbacks to improve
their services.
There exist other ways and tools by which companies can build customer relationships or
straighten them. Some companies may offer discount cards to loyal customers or the ones who
make frequent purchases there; some companies provide frequency marketing programs that
provide benefits for customers who buy in large amounts. This has been very common among
large shopping centers or supermarkets in Uzbekistan like ‘Korzinka’3 which offers discount
coupons to customers who buy in large amount or frequently, providing considerable reduction
in clothes’ shops in another popular shopping center in Tashkent ‘Samarqand Darvoza’4. Many
companies nowadays use club marketing program (Kotler et al, 2012, p.36) according to which
customers may get 24/7 telephone service support, audio or video podcasts, and much more.
Knowing your potential customers
As marketing requires considerable budget to be spent on, and building customer relationships
involves huge efforts and time, some companies nowadays are overlooking the nature of
customer relationships. They try to carefully choose those customers who bring the most profit,
and do not waste their time on those who are not worth efforts as there is high possibility that
they will not stay with that particular company. Vikas Mittal, one of the authors of the book “The
Right Way to Manage Unprofitable Customers” (2008), says that those buyers ‘who ask for more
than they can give’ should not paid as much attention as to the more prospective and profitable
customers.
3 Korzinka – set of supermarket branches across Uzbekistan cities that provide convenience products
4 Samarqand Darvoza – Big shopping mall in Tashkent city, consisting of 5 floors, with products ranging from
convenience products, clothes, amenities, amusing area and small cafes section
108
Going digital for companies
Many marketers nowadays face a challenge of digitalizing. With the digital revolution,
consumers have now more power and control over the companies. They can affect the views of
other buyers about any company by simply posting bad reviews on its website or creating a
community where they can share their experiences of using or purchasing any product. These
actions, unfortunately, cannot be fully controlled by a company and it can seriously affect their
mutual relationships. However, this clearly has more advantages than disadvantages. As Chang
Seng Hock, – marketing director of Sony Mobile in Southeast Asia and Oceania3, has said with
the help of the internet companies today can see who their customers are, where they are, what
do they want and how to contact them as well as shedding light on the reasons of customer
loyalty to the company and helps understand how to keep them come back for more. Today,
even offline, companies may deliver highly personalized content to the customer in the store
based on the data on buyer’s location with past behaviors (Werner Reinartz et al, 2002). In
addition, companies using online social networks can keep in touch with their customers and
inform them with the news such as new launch of the products, or big sale period, or additional
line-extensions by posting them on their blogs, Tweeter, Facebook or sending by e-mail.
Barriers occurring in Uzbekistan market in terms of Customer Relationship
Management
As it was said before, in the private and national sector of Uzbekistan there is a growing number
of goods’ and services’ producing companies, that are trying to be better than their competitors
most of which have been in the market years ago. As an example, one can think of Artel –
industrial sector in Uzbekistan producing a family of home appliances under own trademark.
Although it has been offering high quality, modern high-tech products of electronics for
Uzbekistan’s local market, it has not yet out bypassed its competitors in the countries’ market
like Samsung, Bosch, LG, Apple, or HTC. It has been promoting its products heavily by
advertising on TV, using billboards and even radio broadcasting channels, but people probably
still do not feel that they have established satisfying customer relationships. On their website
artel.uz/en they could have added a section of leaving feedback to their products in order to
always improve the quality of electronics they offer. The company has promised good after-sales
service all over the country, and gives long warranty, but still it could make better use of social
media informing its clients about launching of new products, or big promotions taking place, or
maybe some information on discounts provided to loyal customers. The company may move
beyond just segmenting its potential customers sector to building relationships with individuals
109
by knowing when they need the company at the right time for the right things with the right
messages.
What is this all about – drawing conclusion
Companies all over the world have gone through ups and downs, there were the times when they
attracted the most clients to their products, and the times when they failed, even the most
successful companies of today’s market. They established the best customer relationships
management, and the truth is they are still learning and searching for the ways how to improve it.
Even the master’s still learn. Companies starting production and business in the private sector of
Uzbekistan have the opportunity to learn from the mistakes of others, the privilege others may
never have. They can either adopt some of the most successful companies’ CRM (customer
relationship management), and tailor them to their market, or they can learn how to do it by
themselves by searching the most best suitable way that will work out only for them and reach
their potential in the market; write their history to be studied by other start-up companies.
References:
1. Crina O. Tarasi et al., “Balancing Risk and Return in a Customer Portfolio”, Journal of
Marketing, May 2011, pp. 1-17.
2. Marketing: The art and science of connecting with consumers, Singapore, January-
February 2015, marketing-interactive.com.
3. Matthew Dixon, Karen Freeman, and Nicholas Toman, “Stop Trying to Delight Your
Customers”, Harvard Business Review, July-August 2010, pp. 116-122. Also see Chris
Morran, “Stop Treating Customers like Liabilities, Start Treating Them like People”,
Advertising Age, February 14, 2011, p.10
4. Philip Kotler and Kevin Lane Keller, Marketing Management, 14th
ed. (Upper Saddle
River, NJ: Prentice Hall, 2012), p.5
5. Stanley F. Slater, Jakki J. Mohr, and Sanjit Sengupta, “Know Your Customer“,
Marketing Management, February 2009, pp.37-44.
6. See artel.uz/en, accessed November 08
7. See Korzinka.uz, accessed November 07
8. See SamarqandDarvoza.uz, accessed November 07
9. Werner Reinartz and V. Kumar, “The Mismanagement of Customer Loyalty”, Harvard
Business Review, July 2002, pp. 86-94.
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4. Integrated Marketing Communication Strategies
AN APPLICATION OF MARKETING CONCEPTS IN THE
MAINSTREAMING OF NICHE PRODUCTS: A CASE OF HEARING
PRODUCTS
Sirojiddin ORIFOV
INTRODUCTION
Hearing products are products intended for people with hearing loss and at the same time for
people willing to preserve their hearing. The shift of hearing products from niche channel to
primary channel is question of ethical and sustainability of retailers in regards to Fair Trade
movement goods category products for hearing protection and aid. At the same time, the
marketing interest from growing number of hearing product users segment for retailers.
The aim of the research of the particular topic on mainstreaming of niche product to primary
channel is to find out about the possibility of mainstream of this group of product in the market
in competitive business world for each piece of shelf on retail outlets. In addition, the conditions
for mainstreaming of hearing products in the market has to be researched from all main parties
involved in hearing products: users (customer) retailer and hearing product manufacturer. The
research questions that are going to be discussed on in my research come up from the general
assessment of the feasibility of mainstreaming of hearing products in the market. Following that,
the conditions needed on the market and customer perspective for the shift of hearing products
from niche market to mainstream market have to be identified for further discussion on the
possible mechanism or model of mainstreaming for hearing products.
METHODOLOGY
Research aims
The research of two-sides on previous researches in terms of demand and supply sides is
integrated into the current research methodology. At the same time, the research covers in what
conditions a mainstreaming of hearing products can be feasible and what practices from similar
products (e.g. OTC) can be applied into the process.
The research questions for this particular topic are followings:
1. Can hearing products mainstream or not?
Sirojiddin Orifov, Ph.D. Student. Kozminski University (Poland)
111
2. What are conditions for a mainstreaming process of hearing products?
Research approach
The research uses qualitative approach of research, which gives words as an output rather than
numbers. As it would be possible, it is not required to collect data from everyone belonging to
the certain group to get valid output. In qualitative research, a sample from the population is
researched. At the same time, it is the right approach for understanding the social aspect of the
topic. (Family Health International, 2012)
A deductive approach employed for this research, which starts from Theory/Hypothesis,
followed by data analysis and proving hypothesis or theory. (Bucket, 2012) In this current
research, the sample size is determined based on the capacity of access of researcher to data and
sample and more research data is assumed to be theoretical saturation.
Research sample
The research sample categorized into two groups: demand-side and supply-side. Following are
research sample participants:
Demand side: 30 hearing products users above 25 years old
Supply side (Manufacturers):
M 1 (hearing aids manufacturer, Denmark)
M 2 (hearing accessory manufacturer, Hong Kong)
Supply side (Retailers):
R 1 (Hearing products retailer, Uzbekistan)
R 2 (Hearing products retailer, Uzbekistan)
Research methods
The research is designed by inputting primary research method, because of lack of the available
information related to the research topic. Primary research provided a more broad study of the
chosen aspect of research topic, at the same time it made the research more productive. The
survey conducted among demand and supply sides, which allowed the generalization of large
population and made the analysis easier for decoding. Although there is a low chance of
checking, the honesty of the respondent and response rate could be low. In order to make easier
for respondents, the options are provided and the evaluation system as well. Below is the survey
sample questionnaire for demand side, which was translated by the researcher into Uzbek
language.
RESULTS
There is a demand for the mainstreaming of hearing products in the market. The buying
frequency of users shows clearly that hearing accessories are purchased mostly by users.
Therefore, users have found that a location and the quantity of retailers matter for them in high
112
level. Considering a fact that people with hearing loss and problems are a vulnerable group of
population, as well as ethical concerns by the primary channel retailers can provide an
opportunity for the mainstream of hearing accessories in the market. As in case of FT goods,
where the primary sales channel was a speciality stores and ‘push’ strategy was used from the
side of supply to customer. Later it had an effect on the mainstream of this group of product to
primary channel. Hearing products suppliers have to use ‘push’ strategy to get into primary
retailers’ shelves. Although, primary channel products benefit retailers with more profit and a
price value, the ‘ethical trading imitative’ is important factor can bring hearing accessories into
product range of large retailers. In addition, the most of retailers (e.g. Wal-Mart) are using FT
goods placement on their stores as a public image and to show public they do not neglect a niche
markets in favour of more profit from the primary markets. (Moore et al., 2006) In this case, the
customer can serve in a role of purely economic agent and intermediary among manufacturers
and large retailer companies, by carrying a political message to the policy makers by demanding
their rights. In case of FT goods movement, a consumer involvement was another important
factor for success. The customer interest and a demand for the more availability of hearing
products was observed on the research, therefore suppliers can initiate customers more
involvement on the process of mainstreaming and their ‘pull’ strategy development. Consumer
involvement profile has to include the emphasizing the importance of the convenient availability
of hearing accessories to public through hearing disabled people’s society and media. At the
same time, the social pressure should combine the signing value to retailers for ‘fair’ pricing and
the economic interests behind the mainstream of hearing products for them. (Doherty and
Tanchell, 2007) The important element of the mainstreaming process would be to consider
Direct-to-customer (DTC) advertising approach, which can provide more privacy of user and the
lower social acceptance at the proper condition. DTC can be implemented by using Marketing
excellence success factors can be important from the case of medical products which fall into
secondary channel to primary one. (Conrad and Leiter, 2004) The acceptance of ideas and
continues learning from other industries with successful mainstreaming process can be crucial
for hearing products market player in addition to the use of pragmatic management theories. The
pragmatic approach from the management of hearing products manufacturer can foster the
further mainstreaming process.
CONCLUSION
There is a want for a mainstream of hearing products from both supply and demand sides in the
market. The lack of direct advertising and marketing strategies has led to the not enough
information from the demand side about the hearing products. However, hearing accessories can
mainstream to the primary channel. A practice of a giant retailer, Wal-Mart, in placement of
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hearing centres at Wal-Mart Megastores with audiologists can be applied to the global market.
The hearing products can go mainstream through different retail formats and the manufacturers
and retailers have to put effort to increase consumer involvement on the mainstreaming process
fostering. Challenges in the mainstreaming process cannot be handled only by supplier-side, the
creation of market demand and highlighting the demand and making social pressure to large
retailers is on the hand of customers. A cooperation of demand and supply sides can form the
effective model of mainstreaming, the constant communications can adjust the market offerings
by supply-side.
REFERENCES
1. Bucket, L. (2012). ‘Sociological Inquiry Principles: Qualitative and Quantitative
Methods’. Version 1.0. [ONLINE] Available at
http://2012books.lardbucket.org/books/sociological-inquiry-principles-qualitative-and-
quantitative-methods/s05-03-inductive-or-deductive-two-dif.html [Accessed May 13,
2015]
2. Conrad, P. and Leiter, V. (2004). ‘Medicalization, Markets and Consumers’. Journal of
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СОЦИАЛЬНЫЙ МАРКЕТИНГ - ВОЗМОЖНОСТЬ РЕШЕНИЯ
СОЦИАЛЬНЫХ ЗАДАЧ
Марина АБДУРАШИДОВА
В современном обществе маркетинговая деятельность отличается большим
разнообразием, сохраняя существенную связь с процессами обмена.
Можно давать множество экономических определений маркетингу, как виду
деятельности, но его цель останется единой - способствовать равновесному
экономическому обмену, при организации успешного распределения товаров и услуг.
Хорошо организованная служба маркетинга призвана извлекать доход из произведенных
организацией продуктов. «Маркетинг применяют ко всему, что может быть продано на
рынке» (Большая экономическая энциклопедия 2007).
В сложившихся рыночных отношениях, первостепенной целью производителя принято
считать ориентацию его деятельности на социум, включая:
– охрану окружающей среды путем использования альтернативных видов энергии,
применения экологически перерабатываемых упаковок;
– развитие социальной сферы на предприятии;
– оказание благотворительности и проведение социальных работ;
– выплаты пособий сотрудникам;
– неприменение в маркетинговой деятельности аморальных методов таких как:
взятки, проведение заведомо ложной рекламы, монопольные соглашения, реализация
недоброкачественной продукции, товары, наносящие вред здоровью, проведение
политики ценовой дискриминации и т.п.). Но, необходимо помнить, что любой маркетинг
товаров и услуг социально ответственен лишь условно, так как основная цель
коммерческой деятельности - извлечение прибыли.
В последней четверти ХХ в. возникшее в предпринимательстве слово «маркетинг» было
распространено по аналогии на реализацию проектов государственных, общественных и
коммерческих организаций по улучшению поведения населения для решения социальных
проблем (Климова 2013).
Марина Абдурашидова, Ташкентский государственный технический университет им. Абу Райхана
Беруний, Старший преподаватель кафедры «Менеджмент».
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«Социальный маркетинг», как понятие, было впервые использовано Всемирным банком и
Всемирной организацией здравоохранения в 80-х гг. ХХ в. Эволюция социального
маркетинга проявила себя в виде инструментов для социальных перемен и изменения
поведения населения в положительную сторону. В настоящее время программы
социального маркетинга реализуются в самых различных странах. Но, из-за различия
уровня жизни в развитых и развивающихся странах, программы социального маркетинга
различны и определяются характером социальных проблем, свойственных разным
странам. Тем не менее основные социальные проблемы применяемые в социальном
маркетинге, можно обобщить, это: повышение уровня здоровья общества; снижение
уровня смертности и травматизма; улучшение экологической ситуации; помощь в
развитии общества. Цель маркетинговых программ – изменение мировоззрения и
отношения населения к своему здоровью и, как следствие, изменение предпочтений в
питании, к лечению онкологических заболеваний (ранняя диагностика), предохранению от
СПИДа. Первостепенной задачей социального маркетинга является работа с молодежью,
развитие среди них отрицательного отношения к наркотикам, употреблению алкоголя и
курению, несовершеннолетних девушек к ранней сексуальной жизни. Программы также
нацелены на изменение отношения населения к использованию средств,
предотвращающих травматизм (ремней безопасности в личных автомобилях, шипов для
обуви пожилых людей зимой), использованию электрической энергии, посещению школы,
поступлению на военную службу, жизни в провинциальном городе, бездомным
(домашним) животным, окружающей природе, неэкологическим продуктам, пожарам,
национальным памятникам, природным ресурсам, плаванию в водоемах, помойкам и др
(Климова 2013).
Социальный маркетинг, как социальная технология, приобрел определенную теорию, но
среди ученых, занимающихся исследованием, нет единого мнения, что представляет
собой социальный маркетинг. На данный момент исследователи разделились на три
группы. Последователи 1 группы считают, что социальный маркетинг - это социальная
технология улучшения поведения населения на благо общества. Такая трактовка
социального маркетинга отражена в документах Всемирной организации
здравоохранения. Ученые второй группы не видят различий между социальным и
коммерческим маркетингом и, по сути, они их отождествляют.
Представители третьей группы называют коммерческий маркетинг проектами изменения
поведения. Из-за такой точки зрения понятие социального маркетинга становится
содержательно не различимым.
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В свою очередь его можно разделить на два направления.
Во-первых, маркетологи социальный аспект в коммерческом маркетинге называют
социальным маркетингом, и это позволяет им отождествлять социально этический, или
социально ответственный маркетинг с коммерческим. Это происходит из-за того, что
практический маркетинг содержит в себе социологические исследования населения.
Во-вторых, маркетинг в социальной сфере (здравоохранение, образование, культура)
предлагается называть социальным маркетингом. Если смотреть в этом направлении, то
социальная защита населения позиционируется как социальный маркетинг, т.е.
происходит производство, обмен, распределение и потребление социальных услуг.
Например, если использовать принципы рынка и практический маркетинг в сферу
социальную, то рассматривается система страхования в медицине - как технология
социального маркетинга. Она понимает удовлетворение потребностей населения
экономически эффективным способом, который повысит благосостояние населения при
получении медицинской помощи необходимого объема и качества. Похожий социальный
маркетинг проводится в Узбекистане сегодня и в сфере культуры, и в сфере образования.
Особенности социальной политики в стране определяют распространение программ
социального маркетинга. Проекты активно реализуются там, где существует поддержка
со стороны государства и финансируется социальная защита. Например: Закон о рекламе
Республики Узбекистан посвятил социальной рекламной информации отдельный пункт
(Статья 16). Согласно данной статье: «Социальная рекламная информация - информация
по вопросам здравоохранения, охраны окружающей среды, сохранения энергоресурсов,
профилактики правонарушений, социальной защиты и безопасности населения,
духовности и просветительства, а также иная информация некоммерческого характера»
(uzreport.uz).
В 2008 году Президент Республики И. А. Каримов внес в закон «О рекламе» поправку,
согласно которой вменяет в обязанность всем распространителям рекламы (независимо от
источника их финансирования) обязательное размещение социальной рекламы в объеме
свыше пяти процентов от общего объема эфирного времени, печатной и других
рекламных площадей. Кроме того, социальная реклама, согласно Закону должна
размещаться (публиковаться) на безвозмездной основе, если ее распространитель
частично или полностью финансируется за счет средств государственного бюджета
(uzreport.uz). Также, признается благотворительной деятельность юридических и
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физических лиц, если она направлена на производство и распространение социальной
информации, а так же если происходит финансирование подобной деятельности. Это дает
организациям возможность согласно законодательству Узбекистана, пользоваться
льготами.
Но не следует думать, что социальный маркетинг представлен одними социальными
видеороликами. Немаловажную роль в нем играет полиграфическая продукция. Она
представлена в виде печатной продукции: буклеты, брошюры, лифлеты, журналы и т.д., а
также плакаты, стикеры и постеры.
В настоящее время в Узбекистане социальную рекламу размещают на биллбордах,
расположенных повсеместно. В центральных районах столицы наружная реклама
призвана привлечь внимание общественности к проблемам детей сирот, заботы о
пожилых людях, здоровом образе жизни и т.д.
Следует отметить, что предпринимательская деятельность не включает в себя социальный
маркетинг. С помощью социального маркетинга можно решить только социальные
задачи. Он не призван получить или увеличить прибыль организации. Но методы, которые
используются в коммерческом маркетинге, используют также и в социальном. Различие в
том, что в социальном маркетинге продвигают инициативы, информацию, программы
психологической и материальной помощи, а не товары и услуги.
Необходимо также отличать социальный маркетинг от социальной рекламы,
политического маркетинга или социальной работы. Кампания государственных ведомств
и некоммерческих организаций, связанная с социальным информированием населения,
называют социальной рекламой, и она является элементом социальных технологий.
Эта технология воздействует на сознание населения, что приводит к желаемому
изменению поведения посредством визуализации (через наружную рекламу, СМИ,
рекламу в каждый дом, почтовую рекламу и пр.). В качестве инструментария изменения
поведения социальная реклама может быть включена в проекты социального маркетинга.
Для адаптации социальных групп, лишенных каких-либо благ, к установившемуся
социальному порядку и применяют технологии социальной работы. Для полноценной
работы с социумом, так же как и в социальном маркетинге проводятся социологические
исследования интересующей группы. Но цель социальной работы – изменение отношения
общества к депривированной группе. В политическом маркетинге также в интересах
отдельных групп продвигают отдельных людей и идеи в общественное мнение и
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политическую структуру. Цели же и задачи социального маркетинга не пересекаются ни с
одной из социальных технологий. Оригинальность заключается в том, что участникам,
вовлеченным в проект, дается возможность почувствовать пользу и выгоду для себя, с
расчетом на то, что после окончания проекта они сами захотят воплотить ее в свою
повседневную жизнь. Представителям целевой аудитории на время проекта создают
ситуацию изменения поведения, отказа от отрицательной модели.
Если у целевой аудитории создается стойкий и стабильный эффект заданной программы,
то можно говорить об эффективности проекта.
Необходимы знания социального неравенства, социальных ориентиров поведения,
методов социологических исследований для того чтоб разработать и выполнить эти
программы, осуществить мониторинг и оценить эффективность реализации. Элементы,
тождественные этапам социологического исследования есть и в технологии социального
маркетинга. Разработка программы социального маркетинга начинается с определения
проблемы в социальной группе. Результатом программы, готовой к воплощению должно
быть общественное благо, на достижение которого направлена программа. Следующий
этап, после формулировки - это определение целей и задач программы, а также целевой
аудитории. Работа проводится параллельно, с позиции человека включенного в эту
группу. Целевая аудитория определяется по признакам, соответствующим целям и
задачам программы.
В Узбекистане с 1997 года, в сфере социального маркетинга, каждый год посвящен
реализации определенной широкомасштабной программе. Например, 2014 год был
объявлен Годом Здорового ребенка. В течение года проводились различные
мероприятия, направленные на распространение информации о необходимости особого
отношения к подрастающему поколению, активно поддерживалось развитие детского
спорта в Узбекистане. Праздник под названием «День Фонтанов», так же возник в рамках
этой программы. В 2015 году «Год внимания и заботы о старшем поколении», внимание
общественности привлечено к вопросам связанным со старшим поколением.
Подводя итог вышесказанному, и основываясь на практике продвижения общественной
инициативы, а так же социальной теории, социальный маркетинг определяется как
социальная технология для реализации мероприятий на благо всего общества,
необходимых для изменения поведения отдельных групп людей в целях эффективного
управления общественным развитием и решения социальных задач.
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Список использованных литератур
1. Большая экономическая энциклопедия. М., 2007.
2. С. В. Климова,доктор социологических наук,профессор кафедры экономической
социологии, рекламы и связей с общественностью «СОЦИАЛЬНЫЙ МАРКЕТИНГ
КАК СОЦИАЛЬНАЯ ТЕХНОЛОГИЯ» СГСЭУ
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THE DYNAMIC NATURE OF “CONSUMER AND
ENVIRONMENT”. A MARKETING APPROACH FOR
UZBEKISTAN
Tsontos KONSTANTINOS
INTRODUCTION
Uzbekistan is located in the heart of central Asia - an important geographical position – and is
the most populous country of the broader region. Together with its valuable historical
background and natural resources Uzbekistan is taking a leading role in the development path.
But this role could never being achieved without deep analysis, pro-active strategies, long-term
vision and a strong political will to implement reforms. We are in the position to observe what is
happening now in Europe, where despite the economic wealth, huge companies and even nations
are collapsing due to economic crisis. Uzbekistan from one of the “low-income” regions of
former Soviet Union is becoming a driving force. Nowadays Uzbekistan presents one of the
highest growth rates of economy – 5th
place according to World Economic forum.
Also according to the study published by the "World Happiness Index" conducted by
sociologists at Columbia University (USA), with the assistance of the United Nations,
Uzbekistan took 44th place among 158 countries and first place among the CIS countries
(koreatimes-2015)
The improvement of standard of living together with the per capita GDP growth, led to increase
of consumption. From business side multinational companies made their appearance and local
ones upgrade their services. From the side of the consumer it has now axes to wider variety,
higher quality and more alternatives to utilize its purchasing power. “Marketing environment”
has dramatically changed.
IMPACT OF UZBEK DEVELOPMENT MODEL IN REAL MARKETPLACE
Even if most former Soviet Union countries applied directly “modern – western style methods”
for their economies restructuring, Uzbekistan did not just “copied” market mechanisms, being
used in developed countries. After acquired its independence, policy leaders and scientists
Tsontos Konstantinos, Management Development Institute of Uzbekistan, Lead Lecturer
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studied the worldwide recognized growth models and created a model consistent with Uzbek
realities development path.
The proposed model took into account the socio-economical potential of the country, the history
of nation-building of its people and national-religious values. It was based on five principles:
Priority of economy (over politics)
State is the Main reformer
Laws and rules to be followed to keep control of progress
Focus on strong social policy
Transition to market economy
Under the initiative and guidance of his Excellency the President Islam Karimov there was
developed one of the first in the world Program of Anti-crisis Measures, which was sequentially
implemented. Taking into account the experience of developed countries, as well as inherent to
Uzbek people entrepreneurship, traditions of workmanship, special attention is being paid to
development of small business and private entrepreneurship. As of today the share of
nongovernmental sector in the economy of the country exceeded 83 per cent. In the structure of
GDP the share of small business and private entrepreneurship exceeded 54 per cent (Ministry of
Health-2013).
Those reforms were based on the “balanced development theory that accepts contributions of
both private and state-led sectors to balanced growth processes” (International Cross-industry
jurnal-2010)
Therefore the real marketplace can be currently described as a combination of a non-dependent
economy (protected from global turbulences) with free market liberal characteristics (open to
investments and innovation).
TRANSFORMATION OF CONSUMER BASIS
Exploring the consumer basis of the country we can definitely come up with some obvious
observations. Just one decade ago consumers presented the following main characteristics:
Values
Family oriented
Traditional
Conservative
Loyal
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Learning oriented
Skills (or lack of skills)
Procedural
Bureaucratic
Systematic
Non-managerial
Slow-moving (in terms of decisions and activities)
Attitudes
Following rules
Risk avoiding
“Negotiating” – bargaining
No taking “the responsibility”
Short – term planning
From the marketing perspective this combination leads to a consumer profile;
Loyal to traditional retailers, careful to buying decisions, all (inadequate) finances to serve
family tasks, purchases made upon building a “bargain relationship” with the seller, trust is a
consistent element of customer relations, payment agreements – even (and most of times) not
written are rules to be followed, present needs must be satisfied with min cost, expenses to be
controlled and finally risks must be avoided.
The recent reforms of the country caused a “quite significant” differentiation on the consumer
profile. Even though values deriving from culture remained steady (family, traditional behavior)
the rest are presenting a transformation. For example learning is still a value but now is
connected to development. Modern technology appeared and expanded extremely rapidly, so the
young generation can be described as “Hi-tech” oriented (especially with the influence of the
telecommunication industry). The foreign investments brought a wide range of products and
services. This fact in combination with the increase of purchasing power made customers to
demand larger variety. “Local environment” started to change quickly, fact that accelerated the –
till recent - “slow-moving” attitude. Managerial skills became in demand in order to adapt to a
fast paced setting. People (with the influence of satellite TV, internet and mobile technology)
started to “see the big picture” (the forest and not the tree) leading to a long-term planning
aiming to develop the new generation. Family stays a core value but now with more “modern
approach” and prospect for growth.
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In the business world (public and private sector) authority delegation and “taking responsibility”
of the decisions, started producing the “leaders of tomorrow”
Concerning foreign investors and large retailers (applying “western development” models) it was
difficult for them to understand this complicated environment.
This is the reason why during the past decade, large retailers hesitated on investing at emerging
economies. Their assumptions upon “low-income segments” were based on “development
economies” attitudes, considering also a totally free market. In reality they underestimated the
collective economic clout of people of modest or even subsistence means.
As Uzbekistan makes progress in solving its economic and social problems, companies seeking
growth and profit in the region’s consumer-goods markets will have to refocus on this vast and
growing group of lower-class and lower-to-middle-class consumers we call emerging consumers.
Indeed, this was a definitive finding of a Booz Allen Hamilton study of consumer behavior and
supermarket retail trade trends in six Latin American countries conducted in 2003.
The same applies for Uzbekistan case. Companies cannot just copy the hypermarket models
from developed countries. In reality they faced tough challenges, the most significant of them
being the strong competition from small retailers, that are integral part of Uzbek culture. Small
shops, street markets, Bazaars – even with traditional operational practices – remained the
“market leaders”, as the assumptions made by modern supermarkets concerning the
“unsophisticated nature” of emerging consumer proved to be wrong.
A study regarding low-income Latin consumers found that small retailers not only are meeting
the needs of emerging consumers; in many ways, they are serving these consumers better
than modern retailers do. To reach these conclusions, the study analyzed not only what and
where emerging consumers are buying, but also why they make their choices.They’re brand-
aware, savvy shoppers who like mom-and-pop shops more than modern markets (Six Truths
about Emerging-Market Consumers-2004 /a).
Those findings are in accordance with the research of “Firat & Venkatesh, 1993; Quinn et
al.,2007” where it is proved that market segmentation driven strategies applied in developed
countries are likely to fail, when the complexity and dynamic nature of the consumer and the
environment are ignored.
In order to understand better the consumer behavior in such emerging economies we have to
move from traditional “needs analysis” towards deeper “analysis of the customer”
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MYTHS OF CONSUMER BEHAVIOR IN SIMILAR EMERGING ECONOMIES
Myth 1: Low-income level consumers’ needs are simple.
Truth: These consumers buy premium-priced branded products and are sophisticated
shoppers
Myth 2: Emerging consumers are overwhelmingly attracted to the lowest shelf prices.
Truth: Emerging consumers are sensible shoppers who take into account many factors
other than price in calculating their shopping costs
Myth 3: If they did not face budgetary constraints, emerging consumers would prefer
modern supermarkets.
Truth: Emerging consumers are satisfied with traditional retailers, and don’t necessarily
aspire to shop in modern supermarkets.
The main reason is the relationship of the customer with the seller:
Traditional stores and self-service retailers know how to optimize the mix of products for their
micromarket, offering only the main categories, brands, and sizes their unique customer base
demands.
Local shopkeepers also benefit from their personal touch. Many shopkeepers even know by
name, more than 60 percent of their customer base
Small-scale retailers have a sustainable business model predicated on a strong value proposition
for emerging consumers and a business model centered on the quick conversion of inventory into
cash. (Six Truths about Emerging-Market Consumers-2004/b).
TRADITIONAL Vs MODERN CONSUMER APPROACH
Developments in the global economy have changed the traditional balance between customer
and supplier. New communications and computing technology together with the establishment of
open global trading regimes mean that customers have more choices and their variegated needs
can find expression. Businesses therefore need to be more customer-centric by re-evaluating the
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value propositions they present to customers (business models, business strategy and innovation-
2010).
As the “services sector” expands rapidly in emerging economies customer relationships are
recognized as the key profit generator. Understanding the future potential for contribution
margin and the marketing costs associated with the allocation of resources between “face-to-
face”, standardized (e.g. telephone) and Web-based communication options, supports the
supplier’s ability to maximize “Customer Life Value”
But in order to define the suitable mix to approach the customer companies must take into
consideration both traditional and modern environment.
They have to understand clearly for their potential consumers:
Who they are
Who they are influenced by (e.g. husband – wife)
What are their behavioral motives
To do this within a complex “modern-traditional” environment new approaches in market
segmentation could be implemented;
According to “Journal of International Marketing-2015” consumers can be successfully grouped
according to their degree of
Consumer ethnocentrism
National identity
Consumer cosmopolitanism
Consumer ethnocentrism is based primarily on an economic motive for domestic country bias
and represents a normative belief that it is inappropriate to buy foreign products and that
consumers should instead support domestic companies through the purchase of domestic
products.
National identity refers to “the importance of national affiliation as well as the subjective
significance of an inner bond with the nation” and indicates the extent to which people identify
with and have a positive feeling of affiliation with their own nation as well as the importance
they attach to this feeling.
Consumer cosmopolitanism has primarily been treated as a variable predicting consumers’
intentions to purchase global brands, though conceptualizations of the construct pertain more to
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variety seeking and diversity appreciation than searching for the same (global) brands at home
and abroad.
Research has shown that “individuals scoring high on consumer cosmopolitanism cannot be
automatically assumed to also score low on localism (or vice-versa)”
This last finding is particular interest for Uzbekistan marketplace. People cannot be absolutely
differentiated by those 3 categories, as many of them present a “double” shopping attitude.
LONG ESTABLISHED CULTURE Vs INNOVATION
Furthermore a traditional culture does not imply “isolation” from innovation. We can clearly
observe the large volume of high-tech products available in Uzbekistan and the
telecommunication’s sector growth. But even within a “technology oriented environment” we
have again to understand more detailed the customer. For example according to a market
research from a mobile phone provider, significant different appeared between 5 former Soviet
Union countries (Journal of Advertising Research – 2011).
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For example for an Uzbek consumer the variable “easy to use products and services” has very
little importance in their mobile phone purchase (33%) in contrast with an Armenian one where
this variable counts for 73 %.
But even this market research in not enough for understanding the consumer behavior in Asian
emerging economies. As we mentioned above relations between customer and seller are
important in such societies. Thus a more advanced marketing tool can be applied; Relationship
marketing
At the center of the relationship marketing paradigm is the notion that making the most out of
existing clients is essential for long-term profitability. Retaining clients by developing
relationships with them is crucial to establishing and maintaining a competitive advantage in the
market. But, moving away from an analysis of needs to an analysis of the customer, from
management of transactions to management of the relationship, marks a fundamental shift.
But perceptions on what exactly constitutes relationship marketing may differ in various cultural
settings. For example in the Chinese society a “trust relation” is a significant basis of conducting
business. As such it is not a simple matter to transpose relationship marketing which is based on
a different set of values into a “Chinese-dominated” culture.
Relationships are built on a cultural platform which means that the route to developing a good
relationship can be very different in the Western and the Eastern cultures. Not only are the
methods for building relationship different, but also the relative importance of the attributes
which make up the relationship are valued differently in different parts of the world. In other
words cultural factors play an important role in the development of relationship marketing. It is
therefore suggested that more cultural studies need to be carried out in order to understand what
kind of cultural elements can have a positive impact on relationship marketing applications in a
business context (Vikalpa-2005).
MARKETING REACTIONS FROM BUSINESS SIDE
Nowadays the fast paced environment, demands from companies to become more flexible, more
customer – oriented, more competitive, more innovating and in general more “open to changes”.
This is a difficult task even within developed countries. In emerging countries, the opening of the
markets, the turn towards private entrepreneurship, the higher customer demands made the
situation “very tough to handle”. The “western business growth models” are not enough to
ensure a smooth operation within such environments. Only with a new organizational culture –
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based an deep understanding of customer’s demands and behaviors – modern companies can be
integrated to emerging economies. Market dynamics have to be recognized and used as
significant input at the strategic marketing of modern companies.
In the newly created conditions the acceptance of a new paradigm based on new organizational
culture is considered to be the precondition for the survival and sustainable development
(Seventh International Conference on “Enterprise in Transition”)
From the other side not only the “companies following modern approach” must change.
Organizational culture have to be transformed from the side of local business as well, so as to
continue to compete with “foreign” ones, contributing – in that way – to the balance of the
market.
As purchasing power of people is increasing, customer basis becomes more demanding in terms
of service, quality and product design. Economic growth has also impact in local businesses that
are not only growing within region but also expanding internationally. An example is the
clothing and accessories boutique Human House that has established itself as one of the premier
designer outlets in Uzbekistan. Human House represents local Uzbek designers who produce
prêt-a-porter clothing and this collaboration has been instrumental in establishing the Uzbek
fashion industry. Today, the gallery is well known both in Uzbekistan and internationally.
(www.tradingeconomics.com.)
The success of this local company demonstrates a “best practice case” in adopting modern
managerial methods and applying dynamic marketing strategies that combine the native culture
with “international trends”.
CONCLUSION
Even if more research is needed, we can assume that consumer behavior in Uzbekistan is quite
similar to other emerging markets, especially within Asia.
How local business and international brands can react towards the combination of traditional
culture with Hi-technology and innovation would be challenging, especially if we take into
account the difficulty of applying the segmentation model; Consumer ethnocentrism - National
identity - Consumer cosmopolitanism
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A diagrammatic representation of a possible model could be;
According to the diagram Local enterprises can increase their quality and customer service so as
– using technology – to approach more the cosmopolitan consumers. From the other side foreign
brands can apply relationship marketing building a personalized “trust environment”.
Therefore consumers will “welcome” those moves, as their limits would be expanded bringing
closer “tradition” with “innovation”. Market has a lot of space for development and mutual
satisfaction.
References:
1. “Business models, business strategy and innovation-2010” http://www.elsevier.com/locate/lrp
- David J. Teece - Long Renge Planning 43 (2010) 172-194
2. “Journal of Advertising Research” – 2011, p577. Optimizing Market Segmentation for a
Global Mobile Phone Provider for both Targeting and Insight. Marc O’Regan, Kalidas Ashok,
Olga Maksimova, Oleg Reshetin
3. “Journal of International Marketing-2015” Journal of International Marketing ©2015,
American Marketing Association Vol. 23, No. 2, 2015, pp. 25-54. Consumer Ethnocentrism,
MOVE
TOWARDS
CUSTOMER
SERVICE &
QUALITY
MOVE
TOWARDS
RELATIONSHIP
MARKETING
/TRUST
TRADITIO
NAL
CULTURE
HI-TECK &
INNOVATI
ON
ETHNOCENTRISM
NATIONAL IDENTITY
COSMOPOLITANISM
LOCAL ENTERPRISES
FOREIGN BRANDS
130
National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior - Katharina
Petra Zeugner-Roth, Vesna Zabkar, and Adamantios Diamantopoulos
4. “International Cross-industry jurnal-2010”. Perspectives of Innovations, Economics &
Business, Volume 5, Issue 2, 2010. www.pieb.cz – Issues of balanced development in
Uzbekistan economy – Erkin Shadmanov, Ph.D. /National University of Uzbekistan
5. “koreatimes-2015”.
http://www.koreatimes.co.kr/www/news/nation/2015/10/180_185855.html
6. “Ministry of Health-2013”
7. https://www.minzdrav.uz/en/news/detail.php?ID=32983&sphrase_id=4910600
8. “Seventh International Conference on Enterprise in Transition”. Marketing paradigms for
emerging economies – Bruno Grbac, Ph.D. – University of Rijeka, Croatia.
9. “Six Truths about Emerging-Market Consumers-2004”. http://www.strategy-
business.com/article/04106?gko=cac3d. Guillermo D'Andrea, E. Alejandro Stengel, and Anne
Goebel-Krstelj. Spring 2004 / Issue 34 (originally published by Booz & Company)
10. “Vikalpa-2005” VIKALPA • VOLUME 30 • NO 3 • JULY - SEPTEMBER 2005
11. Relationship Marketing in Emerging Economies: Some Lessons for the Future/Sabine
Flambard-Ruaud
12. www.tradingeconomics.com http://www.tradingeconomics.com/uzbekistan/consumer-
spending
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INTEGRATED MARKETING COMMUNICATIONS: SOCIAL
NETWORK
Miraziz MIRKOLMILOV
In the last decades, a lot of companies that have sold highly standardized products, spent huge
amount of money to reach their target audience through masses of customers, in other words, to
achieve their marketing goals .Product or service selling was occurred by mass marketing which
meant that tens of millions of customers were reached by a single ad. Nowadays, marketing
managers not only in Uzbekistan but also all around the world encounter some new actualities
There are two main factors which are affecting and changing the aspects of today’s marketing
communications. The first one is that marketing specialists are moving away from mass
marketing by the reason of fragmentation of the markets. Increasingly, they are evolving
marketing programs that are focused on creating close relationships with customers in specific
markets. The second factor is the massive modernization in information technology that leads to
acceleration of the movement toward market segmentation. Modern information technology
assists marketers to learn more about and follow customer needs as the information about
costumers is accessible at household and individual levels. Today’s technology also gives the
opportunity for specialists to reach the smaller customer segments with custom-made messages.
Improvement technologies in radio, viral advertisements, pop-up and banner advertisements on
website, text messaging, and wireless technology have made them compete for attraction of
customer’s attention. Modernization has also applied to mass media. In 1991 395 mass media
were functioning in Uzbekistan, nowadays this index is 1417, out of them 688 are newspapers,
294 magazines, 101 tv and radio channels. Due to active implementation and development of
information-communication technologies, especially the internet as mass media in our republic
there are 315 registered web-sites.
This dissemination of media resulted many companies to change over their promotional budget
from advertising to direct marketing, by developing the websites, product placements and other
promotional activities for finding the best way to deliver the message to their target customers.
Media differentiation also took place on television.. TV channel are devoted to specific types
audience like children, sports, music and etc. Each of this channels let the marketing specialists
who plans integrated marketing communication to target their hoped-for audience narrowly.
Miraziz Mirkolmilov, Head of Marketing Department, Uzkabelcompany
132
It would be appropriate to mention that advertising is the most visible component of integrated
marketing communications. It is highly effective for creating product and brand awareness and
evolves the interest. Mass advertising encourage customers to get involved in conversation with
marketing specialists. Nevertheless, in order to reach the target audience advertising has to cut its
way through bunch of other messages. Advertising has become highly permeating as marketers
endeavor to discover the ways of reaching intended audience. Sometime ago many companies
expend their promotional budget on advertising. Since 1990s, the budget for sales promotion,
especially for direct marketing has increased which brought the result of communication
elements, meanwhile the share of advertising of total promotional budget has fallen. The direct
marketing instruments consist of different marketing communication tools such as mail, phone,
TV commercials, advertising booklets, catalogues, internet based technologies such as social
network and email. Internet based technologies have had a deep influence on direct marketing
tools. For example, email can be sent directly to exact costumer. Nevertheless, when all
addressees receive the identical electronic message it reminds advertising. By using emails
companies imparts their customers about new products and special campaigns, confirm the
receipt of the purchase and inform the customer about shipment status of an order. Today’s
technologies are developing and customers become more sophisticated, more and more
companies devote meticulous attention to communication with their customers through websites.
They use corporate websites to create own brand image and give detail information about their
products to customers or services and opportunity to shop online. Merchandisers and some
manufacturers sell their commodities directly to customers over the internet and on the other side
customers use the internet in order to be involved in the shopping by exchanging opinions,
thoughts and preferences among associates, friends, family and others. By sharing each other’s
review customers assembles the information and communicate about products, prices and deals.
A lot of companies particularly retailers embolden their customers to write review about the
product that they purchased or used and let the visitors of the website rate the quality of the
reviews. Recent research has indicates that these online product reviews facilitate customer’s
loyalty and ensure a competitive advantages for websites that offer them. One of the
questionnaires shows that 40% of the people who bought the products from the website with
reviews, stated that the main reason of their purchase was the reviews.
In the present time more and more people by saving their energy and time and prefer to buy
products online without leaving office or home. A lot of companies no matter whether they are
small or big grab the opportunity of advantages of building and supplemental internet based
shopfronts to satisfy the most costumer needs. Nevertheless, online commerce giants such as
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amazon.com and alibaba.com are considered to be the prominent players in the market by
functioning through an online presence alone. For instance, there are four sets of customer of
amazon.com. They are: content creators, seller, buyers and enterprises. Amazon.com not only
offers online retail services but also other marketing and promotional services such as online
advertisements and co-branded credit card agreements. Its website is designed in such a way that
it facilitates the consumer’s shopping by focusing on price, convenience and selection. Design of
the website gives an opportunity for the company and third parties to sell its products among a
large amount of product assortment. Amazon.com is also known as a producer of the device
called Kindle e-reader and struggles for offering the lowest price by offering free shipping,
including for the members of Amazon Prime. Another advantage of the company is that it
proffers programs where the sellers are able to sell their products on its websites and their own
corporate websites, gaining fixed fees, per-unit fees or revenue share fees from these financial
exchanges. Amazon.com also provides enterprises and developers of all dimensions through
amazon web services, which serves access to the bases structure of the technology that enables
virtually many type of business activities. It conducts business in two principal markets in other
words segments such as international and North America. North America concentrated websites
such as www.amazon.ca and www.amazon.com which contain of retail sales of consumer
products, commodities and subscriptions constitute North America segment. The international
market segment composed of subscriptions and retail sales of consumer commodities through
internationally concentrated locations. This segment contains of export sales activities from
above mentioned internationally based locations, embracing export sales from these websites to
American and Canadian customers. Amazon.com was found in 1994 by Jeffrey Bezos and the
headquarter of the company is situated in Seattle city of Washington state. .
As the marketing communication culture has transformed, the social media marketing gained
predominant place. Nowadays it is growing rapidly and the use of it is expected to quadruple this
year. Social networks such as Facebook with 750 million users, Twitter with 200 million users
and even the novice of this market Google plus which obtained over 30 million users in less than
a month attracts company’s attention. This rapid expansion of social media usage gives the
opportunity to establish its own temple industry of specialists, professionals and even specialized
agencies who contend to conduct business activity and gives rise to revenue from company that
are participating in social media marketing. At the time when we are disputing about importance
and value of all social media tools and the advice they counsel, there is another aspect of the
discussion and it is how social media suits the different communication channels which are
accomplished by the company including corporate branding, advertising and public relations.
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Now, there is an issue asking if everyone out there saying the identical opinion about the
company and supporting the same branding. If the answer is no, then it means that
communication channel instead of supporting the brand it damages. Furthermore, we can
consider it as throwing money down the drain. When every people say and think different
concerns about the brand it may cause disaster. In order to stave off disaster marketing
communication should be integrated across every aspect of communication no matter whether
through traditional or social media whether it is verbal or non verbal.
References:
1. Principles of marketing (ninth edition), Philip Kotler and Gary Armstrong 2001.
Marketing, Dhruv Grewal, Michael Levy 2011
2. http://www.forbes.com/companies/amazon/
3. http://www.businessinsider.com/10-mind-blowing-facts-about-amazoncom-2013-3?op=1
4. http://www.uzbekembassy.com.my/index.php?option=com_content&view=article&id=38
06:mass-media-of-uzbekistan-statistics-and-infographics&catid=35:society
135
IJTIMOIY MEDIA MARKETING IMKONIYATLARIDAN
FOYDALANISHNING AFZALLIKLARI
Ortikjon XURRAMOV, Javlon TOXIROV, Qudrat DILMONOV5
Internet inson hayoti uchun alohida o`ringa ega. O`zbekistonda jahon tendensiyasiga hamohang
tarzda axborot-kommunikatsion texnologiya va tizimlar, internet, shu jumladan mobil internet
jadal rivojlanib, ommalashib bormoqda. Bugungi kunda internetdan foydalanuvchilar soni 10
million 200 ming kishidan oshdi yoki mamlakatimiz aholisining uchdan bir qismini tashkil
etmoqda. Respublikamizda internetning o`tkazuvchanlik darajasi 4 barobar oshirildi, internetga
ulanish tezligi esa 1,5 marta ortdi[1].
Internetning taraqqiy etishi va uning jamiyat hayotida muhim o`rinni egallashi bilan birga virtual
resurslar xilma-xilligini vujudga keltirdi. Shu bilan bir qatorda bugungi kunda keng ommalashib
ulgurgan ijtimoiy tarmoqlarning paydo bo`lishiga ham zamin yaratdi. Internetning kirib kelishi
turli atamalar, virtual kashfiyotlarni ham vujudga keltirdi. Dastlab forum, chat nomlari bilan
atalgan ko`ngilochar muloqot vositalari XXI asrga kelib ijtimoiy tarmoqlar sifatida xizmat
ko`rsata boshladi.
50 million auditoriyalik tinglovchilar ko`rsatgichiga ega bo`lish uchun radioga 38 yil,
televideniyaga esa 13 yil vaqt ketgan. Internet esa bu ko`rsatgichga 4 yilda erishdi. Ijtimoiy
tarmoqlar yetakchisi sanalgan Facebook auditoriyasining foydalanuvchilari esa 9 oy davomida
100 million foydalanuvchidan oshgan[2]. Bu zamonaviy elektron marketingning samarali
vositalaridan biri sanalgan ijtimoiy media marketing bilan bog`liqdir.
Ijtimoiy media marketing (Social Media Marketing)- marketing faoliyatini ijtimoiy tarmoqlar,
mavzuli blog hamda foto va video portallar yordamida amalga oshirilishidir[3].
Ijtimoiy tarmoq keng imkoniyatlarga ega marketing maydonchasi bo`lib, iqtisodiyotning turli
sohalaridagi korxonalar mijozlar bilan ijtimoiy tarmoq orqali ish yuritishadi. Ijtimoiy tarmoqlar
korxonalarga foydalanuvchilar bilan aloqa o`rnatishga, o`z mijozlari bilan uzoq muddatli
munosabatlarni tashkil qilishga korxona brendining, mavqeyining mustahkamlanishiga,
savdoning o`sishiga, biznes rivojlanishining boshqa munosabatlariga imkoniyat yaratib beradi.
Ijtimoiy tarmoq sahifalarida korxonalar mahsulot va xizmatlar haqida turli xil fikr va
Xurramov Ortikjon, Buxoro davlat universiteti.
Toxirov Javlon, Buxoro davlat universiteti.
Dilmonov Qudrat, Buxoro davlat universiteti.
136
mulohazalar nashr qilinadi, suratlar, videoroliklar, taqdimot materiallari joylashtiriladi,
xaridorlar bilan doimiy muloqot olib boriladi.
Ijtimoiy medianing maqsadi internetda o`zaro qiziqishlar yoki faoliyatga ega shaxslar bilan
muloqot qurishdan iborat. O`zaro aloqa ichki pochta yoki xabar almashish tizimi orqali amalga
oshiriladi.
Ijtimoiy tarmoqlar, xuddi elektron marketingning boshqa vositalari (qidiruv optimizatsiyasi,
kontekst va bannerli reklama)ga nisbatan bo`lganidek, an`anaviy reklama vositalari (tashqi va
televizion reklama) ga nisbatan ham qator afzalliklarga ega bo`lib, ular quyidagilar:
1. Foydalanuvchilar o`zlariga qiziqarli bo`lgan axborotni o`z yaqinlari bilan
o`rtoqlashishga moyil bo`lishadi. Ijtimoiy tarmoqlarda ham bu omil o`z ifodasini topgan.
Bu xususiyatga to`g`ri yondasha olish orqali axborotni maksimal darajada keng tarqata
olish mumkin.
2. Aynan shu mexanizmda shunday atalmish virusli (shiddat bilan tez tarqaladigan)
marketing vujudga kelib, brendga bog`langan qiziqish, kontent mazmuni bo`yicha
foydalanuvchilarning o`zlari o`z atrofidagilariga interfaol ilovalarni tarqatatishadi. Eng
ko`p, tez-tez ishlatiladigan virusli formatlar qatoriga videoroliklar, infografikava
boshqalarni kiritish mumkin.
Ijtimoiy tarmoqlar “Simsiz radio” tamoyiliga asoslangan bo`lib, ikki asosiy yondashuvi mavjud:
Birinchi yondashuv- o`zaro tarqatilishi, ya`ni, foydalanuvchi mahsulot to`g`risidagi axborotni
o`z atrofidagi bir yoki bir necha kishiga manzilli yuboradi yoki o`sha mahsulot bilan bog`liq
bo`lgan kontentga e`tiborni qaratadi.
Ikkinchi yondashuv- ijtimoiy tarqatilishi, ya`ni foydalanuvchi ijtimoiy tarmoqlarning o`rnatilgan
mexanizmlari (Facebook va Vkontakteda “Поделиться”, Twitterda “Retweet” buyruqlari)
yordamida o`ziga ma`qul bo`lgan kontentni o`z auditoriyasiga tarqatib yuboradi.
Marketing nuqtayi nazaridan ikkinchi yondashuv samaraliroq, chunki bir qadar kengroq
auditoriyani qamrab oladi. Bunday holatda marketologning vazifasi- korxona mahsulot yoki
xizmati haqidagi ma`lumotni tarqatish uchun, auditoriyaning qiziqishlarini aniqlashdan,
yetaklovchi motivlarni tushunib olishdan va shu asosda tez tarqaladigan qiziqarli matn, rasm
yoki video kontentni shakllantirishdan iborat.
137
Umuman, virusli marketing g`oyasi mutaxassislar fikrini anchadan beri band etib kelganiga
qaramay, faqatgina, internetning faol rivojlanishi va ayniqsa, ijtimoiy tarmoqlarda bu vosita tan
olindi va mashhur bo`ldi.
Ushbu holat aynan onlayn-muhit virusli marketing uchun o`ta muhim bo`lgan shart-sharoitlarni
yaratib beradi, yangiliklar o`sha zahotiyoq tarqaladi, insonlar orasida tez va uzviy aloqa
o`rnatiladi, mediali axborotni tez qabul qilish va tushunish imkoniyati yaratiladi(1-rasm).
1-rasm. Ijtimoiy media marketing turlari
Manba: [4] asosida mualliflar tarjimasi.
Ijtimoiy tarmoqlarning asosiy afzalligi, bizning fikrimizcha, aynan auditoriya targetingi, ya`ni
maqsadli auditoriyani tanlash uchun maksimal imkoniyatlarning mavjudligidir. Amalda, siz
marketing tadbirni o`zingiz istaganingizcha chuqurroq va o`ta aniq maqsadli segmentga havola
etishingiz mumkin.
Foydalanuvchilarning o`zlari ijtimoiy tarmoqlarda ro`yxatdan o`tib, shaxsiy ma`lumotlardan
maksimum xabardor qilib bo`lganlar: yoshlari, yashash joylari, ma`lumotlari, kasblari,
qiziqishlari va hokazolar. Natijada, siz, boshqa marketing vositalaridagidan ko`ra, yetarlicha
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ko`p ma`lumotga egasiz, bu esa, sizga faqatgina o`zingiz tasavvur qilgan maqsadga maksimal
darajada yo`naltirilgan auditoriyadan iborat foydalanuvchilar bilan ishlash imkonini beradi.
O`zbekistonda asosan odnoklassniki.ru, facebook, moy mir, vkontakte, twitter, LiveJournal,
mirtesen kabi xorij ijtimoiy tarmoqlaridan hamda muloqot.uz, sinfdosh.uz kabi milliy
tarmoqlardan keng foydalaniladi. Bundan tashqari xalqaro virtual olamga tanilgan fidbek,
feedburner, flicker, uSpace kabi bir qancha ijtimoiy tarmoqlar mavjud.
Misol tariqasida rus tilida amal qilayotgan eng mashhur “Vkontakte” ijtimoiy tarmog`ida
turizmga oid ma`lumotlarni ko`rib chiqamiz. Ushbu ijtimoiy tarmoqda “Туризм”, “Тур”,
“Узбекистан”, “Тур агент” kabi kalitli so`zlar bilan qidirish tugmasini tanlaganimizda, ushbu
kalitli so`zlar bo`yicha nomlangan hamjamiyatlar ro`yxati, ularning har birida obunachilar yoki
a`zolari sonini jadvalga kiritib, o`sish sur`atlari foizini chiqardik(1-jadval).
1-jadval.“Vkontakte” ijtimoiy tarmog`ida kalitli so`z bo`yicha hamjamiyatlar va uning
a`zolari o`sish sur`ati
Kalitli so`zlar
2014 yil, may 2015 yil, may
Hamjamiyat
-lar o`sishi,
/foizda
Hamjamiy
atlar soni
Ularning har
biridagi
obunachilar(
a`zolari)
soni, /ming
kishi
Hamjamiy
atlar soni
Ularning har
biridagi
obunachilar(
a`zolari) soni,
/ming kishi
“Туризм” 18549 100-500 24218 100-2930 131
“Тур” 36310 50-195 48647 50-257 134
“Узбекистан” 959 1-13 1315 1-19 137
“Тур агент” 43 0.1-0.8 61 0.1-2.5 142
Manba: Mualliflar tomonidan tadqiqot natijasida jadval holiga keltirilgan.
1-jadvaldan ko`rinib turibdiki, “Туризм” kalitli so`z bilan qidirish tugmasini tanlaganimizda,
2014 yil may oyida 18549 ta hamjamiyatlar ro`yxati namoyonon bo`lgan, ularning har birida
139
100-500 mingga yaqin obunachilari yoki a`zolari mavjud bo`lgan bo`lsa, 2015 may oyida
hamjamiyatlar soni 131%ga ko`payib, 24218 taga yetganini, ularning har birida esa 100 mingdan
2 million 930 mingga qadar obunachilari yoki a`zolari mavjudligini kuzatishimiz mumkin
Bu natijalar ne chog`lik vkontakte ijtimoiy tarmog`ida potensial mijozlar ko`pligidan darak
beradi.Marketing mutaxassislari tomonidan faqatgina mijozlarga kerakli ma`lumotlarni, kerakli
uslubda etkazishgina qolmoqda xolos.
Xullas, ijtimoiy media marketingning keng imkoniyatlaridan foydalanish o`ta muhimdir.
Bugungi kun uchun mamlakatimizdagi korxonalar barcha ijtimoiy tarmoqlar ayniqsa, facebook,
twitter, vkontakte, odnoklassniki, moy mir, fikr.uz, muloqot.uz sinfdosh.uz kabi tarmoqlarda o`z
sahifalarini yaratib, uni veb-sahifa bilan integrallash orqali, hamda kuchli ijtimoiy media
marketingni amalga oshirib, ham arzon, ham targetlangan, ya`ni aynan mos maqsadli
auditoriyaga ega bo`lib o`z daromadlarini yanada oshirishlari mumkin.
Foydalanilgan adabiyotlar ro`yxati
[1].“O`zbekiston Prezidenti Islom Karimovning mamlakatimizni 2014 yilda ijtimoiy-iqtisodiy
rivojlantirish yakunlari va 2015 yilga mo`ljallangan iqtisodiy dasturning eng muhim ustuvor
yo`nalishlariga bag`ishlangan Vazirlar Mahkamasining majlisidagi ma`ruzasi”, “Xalq so`zi”,
2015 yil 17 yanvar.
[2]. Boston Consulting Group tadqiqot markaziwww.bcg.com veb sahifasi.
[3]. Халилов Дамир. Маркетинг в социальных сетях. Москва. 2013 г.
[4]. www.ingate.ru veb sahifasi ma`lumotlari
140
PROMOTION STRATEGIES: GLOBAL PERSPECTIVE FOR
UZBEKISTAN
Feruza LATIPOVA
Introduction
Good customer relationship requires more than just enhancing the product line, pricing it
adequately and making the product available to the consumers. First, the companies should pay
attention in establishing carefully planned communication strategies in order to deliver clear
message about the organization and its product.
In previous times, companies used to trade highly standardized products, as customer wants were
not that much expanded. However, by passing the time, technology became integrated, customer
wants became expanded and together with this, companies learnt how to create effective mass
media communication techniques. Nevertheless, due to rapid changing environment, now
companies are facing difficulties in choosing effective communication strategies that will clearly
deliver the information about the company’s product. As integrated marketing communication is
all about choosing the effective strategic planning, primarily companies should identify their
target audience, chose appropriate media channels and select the appropriate marketing
communication strategy. The paper reveals the importance of integrated marketing
communication strategies and exposes the ways of choosing media and target audience in order
to boost the profit of the company and create value in competitive environment. At the end of the
paper recommendations will be provided.
The need for Integrated Marketing Communications
Integrated marketing communications (IMC) is organizing the organization’s many
communication channels to send a clear, consistent message about the company and its products.
(Kotler et al., 2014) Integrated marketing communications is the point where customers get to
know about the company. Each contact with the company will send a message and will create
certain value to the customer. For this reason, company’s objective is to deliver a clear and
positive message. Television ads, printed ads, e-mails, web sites, mobile marketing efforts are all
assist in creating certain brand image. They all play vital role in informing, attracting, and
Latipova Feruza, Business and Marketing Management, Year 2 (University of Sunderland), Management
Development Institute of Singapore in Tashkent
141
encouraging customers to purchase the proposed product. Thus, full-fledged, smartly integrated
marketing communications campaign, using broad range of media channels will enable to
persuade customers to purchase and to create competitive advantage in the market. For instance,
in Uzbekistan billboard ads are widely used by companies in order to captive the attention of
customers. However, some companies try to deliver the message by TV advertisements, to better
inform customers.
Identifying the Target Audience
First step in establishing effective integrated communication strategy companies should identify
the target audience. The audience may differ; it may be individuals, groups or special publics.
The target audience may seriously effect on selecting the communication channel. Primarily,
companies should ask:
Who is our target group?
The preferences of the target group
What is physical and emotional state of the target group?
After finding a response to these questions companies may shift to the formulation of specific
strategy. (Percy, 2008)
Target group may vary in terms of gender, age and education. Moreover, the general preferences
may be different. Some people like watching TV, another people often use Internet and the other
people read daily newspapers, which consequently requires settlement of the advertisements in
all channels. That is why, it is very essential make appropriate research about the target
audience. In Uzbekistan, people mainly watch TV and use Internet, because of this companies
direct their advertisements on this media channels. In addition, local companies try to settle their
advertisements on billboards due to convenience to people. Thus, biggest supermarket chain
Korzinka informs about sales by settling advertisements on billboards.
Interestingly, one of the crucial part of the communication strategy remains designing the
message. The message may be designed according to the interest of the audience, which is called
rational appeal. However, companies may use emotional appeal, that is focused on arousing
negative or positive emotions to motivate to buy. Emotional appeal may vary from love, joy, to
humor or guilt. Today more and more humoristic advertisements are appearing in the screens of
our TV’s. Moreover, there are moral appeals, which are directed to an audience’s sense of what
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is “right” and “proper”. The vivid example of this message is calls for support in social causes,
as cleaner environment. (Kotler et al., 2014)
Choosing Media
Further, after identifying the target audience, applicable channels of communication must be
selected. Personal communication carries great weight, for buying expensive and risky products.
Family and friend recommendations creates awareness for the product. Moreover, salespeople
may be involved in order to inform customers and get feedback. As regards Uzbekistan, it is
widely spread to propose free samples of new launched products in supermarkets, in order to
attract the customers to buy the product afterwards and to inform customers about new emerged
product. In addition, this free distribution of product samples contribute to get the appropriate
feedback in order to know whether the customers liked the product or not.
However, there are also non-personal communication channels that are being widely used by
companies to promote their products. Non-personal communication channels carry messages
without personal contact or feedback. Non-personal communication has a great impact on
people. Because flow of vivid ads on billboards or on television channels makes customers get to
know more about particular product and forces to make them a purchase. In addition, there can
be launched events such as: grand openings, shows, exhibits to better communicate message to
the target audience. For instance, supermarket chains of Korzinka make special sales on
particular days, shows in the holiday eves in order to attract the customers. These non-personal
communication channels become the reason for formulating of personal communication.
Because the flow of communication on TV channels, newspapers, magazines or other media
channels, spreads to customers, which in turn might recommend the product, by structuring
word-of-mouth influence. Mainly due to convenient settlement of supermarket chains of
Korzinka, frequent sales and vauchers made Korzinka services to be always in demand and to
enhance gradually.
Promotion Mix Strategies
Promotion mix strategies comprises two main strategies: push and pull strategies. Usually in
Uzbekistan local companies use pull strategy, which involves big spending on advertisement and
promotion to induce customers to buy the product. One of the example of the company, which
uses pull strategy is- Akfa company. Akfa company which produces doors, equipment, frames,
windows, warm saving doors and windows, constructions for many years on a permanent basis
promotes its products by advertisements. Advertisements which they use is usually involves
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billboard ads, TV ads, newspaper ads. However, for many years because of the permanent
advertisements Akfa does not loses its market share and continues to enhance. Moreover, the
demand for Akfa furniture continues to rise gradually.
Conclusion and Recommendations
In conclusion, integrated marketing communication strategy involves carefully structured plan,
which involves different stages. In Uzbekistan, local companies tries to integrate their strategy,
however communication process with the customers should be more enhanced in terms of
choosing the media and in structuring the message source. It is recommended promotion tools
such as personal selling and sales promotion to be improved. Local companies should use more
discounts, premiums, coupons to attract the customers and to maintain the demand for the
product. For some products personal selling should be used to inform buyers about the product
and consequently to convince them to make the purchase. Moreover, it is recommended web
pages of the companies to be more informative and entertaining. Besides TV advertisements to
be creative and interesting.
References
1. Akfa group of companies (2015) Available from: http://akfa.uz/ru [Accessed 07/11/15]
2. Hollensen S. (2010) Marketing Management a relationship approach. Second edition.
England : Pearson Education Limited
3. Kotler P. and Armstrong G. (2014) Principles of Marketing. Fifteenth edition. England:
Pearson Education Limited
4. Percy L. (2008) Strategic Integrated Marketing Communication. Oxford: Elsevier
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SUPPLY AND DEMAND FOR SOCIAL MEDIA MARKETING
SPECIALISTS IN TASHKENT
Viktoriya KULIK*
Introduction
The rise worldwide usage of Social Media Marketing (SMM) gives an opportunity for
companies to build brand awareness, reputation and enhanced brand loyalty. According to Say's
law, "Supply creates its own demand" it’s arguable for current situation for internet users,
companies and SMM managers. The development of information technologies as social
networks creates supply for internet users, which share personal information and preferences in
it. As an example, it can be assumed that an organization selected target market and promotion
strategies via social networks where age, location and preference groups are illustrated. Hence,
Social Media Marketing (SMM) is new and popular digital channel for customer attraction
where the SMM specialist is a manager of this channel. Do the companies follow the trend of
reaching customers through SMM in Uzbekistan? What factors can impact on managerial
decision to promote the company in the Internet? Where and how to hire SMM manager? The
purpose of this report is to analyze current situation and identify which factors impact on SMM
specialist demand and supply in Tashkent.
Methodology
As a research instrument he author approached five representatives from companies (Global
Study, Dafna, Peoples’ Bank, Deutsche Kabel AG Tashkent (DKG), Laxisam) for structured
interview which is about the development of SMM in their workplaces. By using descriptive
research, including primary (structured interview) and secondary (published articles, books,
blogs, job search websites) data analysis, current trends of Supply and Demand were identified
for Social Media Marketing managers in Tashkent.
What factors effect demand for SMM specialists in market.
Increasing number of job offers for SMM specialists
There were published overall 15 vacancies of SMM job offers on several sites such as myjob.uz,
superjob.uz, uzjobs.com, olx.uz, facebook.com/groups/uzb.job/ during the third quarter of 2015
* Viktoriya Kulik, Assistant Manager, Research & Consultancy Centre, Management Development
Instiutute of Singapore in Tashkent
145
year in Tashkent. Moreover, there were extra 4 positions of marketing manager that also
included SMM manager responsibilities. At the same time, there were another 4 vacancies for
Content Managers which include responsibility of post content on companies’ web sites and
social networks. This is an evidence of blurred distinctions between responsibilities of Content
Managers and SMM specialists in the capital of Uzbekistan.
To consider in detail, the majority of vacancies for SMM specialists were published by B2C
organizations which sell final products, and 4 job opportunities were posted by agencies that
provide B2B services. The result of face-to-face qualitative interviewing with employees of 5
selected companies determined that DKG and Laxisam do not use SMM as promotion tool due
to enhancement of distributional network. Furthermore, representatives of Global Study and
Dafna, represented the frameworks of companies’ promotion strategies in the Internet. Hence,
demand for SMM managers varies with the products of the companies.
Increasing number of internet users
In ICT SUMMIT 2015, it was announced that quantities of internet-users were more than 12
million which constitutes 1/3 of Uzbek population. Through online searching, there were
identified approximately 7 million registered users of Odnoklassiniki and during the fourth
quarter of 2015, 878 678 users attended Osnoklassniki.ru. According to Internet Word Stat on
the 15th
of November 2015 there were identified 450 000 users of Facebook from Uzbekistan.
This demonstrates that social networks are great platform for Uzbek organizations’ brand
promotion strategies in the Internet that require qualified SMM managers. SMM specialists of
Gelikon Media Group (2015) assume that users of Odnoklassniki habituate a social network for
communication with schoolmates, group mates, relatives and entertainment, in contrast,
Facebook is used as business promotion platform that comprises instruments for settings and
publication posts.
Government support of e-commerce
According to norma.uz report on December 14, 2015 came into force approve Concept of
development of e-commerce in the Republic of Uzbekistan during the years 2016-2018 (353).
Meanwhile, the amount of domain names “.uz” increased from 10 000 to 25 072 for the last 5
years. Zinovyev Konstantin Commercial Director of “Kontrast” argues that due to Click online
payment system, demand on online stores has increased to 15-20% (Review.uz, 2015). Hence, it
could be assumed growing amount of organizations that will offer and sell their goods and
services via official Web pages or social networks. For instance, Dafna, Goodveen, Korzinka.uz
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companies from different spheres added online service order products and delivery on official
Web sites.
Alternative of foreign social networks
From the government point of view, foreign social networks contain a hidden threat. The local
authorities implement actions to prevent negative effect on young generation because of foreign
social networks. For example, there have been created several social networks such as
sinfdosh.uz, uzfacebook, socialnet.bezoom.uz during the last 10 years. However, there are local
social networks like vsetut.uz, yourface.uz and mulloqot.uz that survived at the present time. In
addition, I.Husanov - leading specialist of Internet Security Center assumes that chiefs of local
companies encourage employee participation in social media to promote goods and services of
the companies. (Information security centre, 2015)
Supply of SMM specialists
Who are the SMM specialists?
To identify human resources or potential SMM managers, there was done research of secondary
data in the Internet and telephone survey, and the result shows that there is no social media
marketing faculty in Uzbekistan. However, only three High Educational Establishments offer
educational programs “Management and Marketing” and “Business and Marketing” that relates
to Social Media Marketing in Uzbekistan. For example, there were 34 and 73 graduates from
Business and Marketing faculty of MDIST in 2014 and 2015. Moreover, students of economical
faculties study marketing subject as a branch of economics in Uzbekistan. Index Info 2015
agency argues that marketing courses were in great request with 15.7% of business segment in
business private educational centers in Tashkent 2014. On the other hand, higher education in
marketing or in economical spheres are not the requirements for SMM manager. In particular, a
person should have technical, communication, journalistic, design skills to publish an original
content in social networks.
What are responsibilities of SMM specialists?
Job responsibilities of SMM specialists include creation and execution of social media strategy
via competitive research, benchmarking (e.g. Google Analytics), budget planning, monitor
trends, messaging and audience identification for segmentation; publish and share daily content
such as original text, images, video or HTML, also changes of a negative attitude of the customer
to positive.
147
How SMM managers offer their services?
Organizations have three options to cooperate with SMM managers: outsourcing- digital
marketing agency, SMM officer outside the company and SMM officer for a full-time in the
company. During secondary data analysis were determined 216 companies/agencies that make
advertisement of organizations’ products and services, including 9 agencies which provide the
full package promotion services via social networks (SMM) in Tashkent. On the other hand,
cooperation of a marketing manager and IT specialist can substitute a SMM manager, as was
identified via personal interview with several companies’ representatives. Moreover, as it was
mentioned earlier, marketing manager implies SMM manager responsibilities like the marketing
manager of Dafna furniture shop. To compare, SMM manager in “Global Study” education
center strikes a balance between studies and the work outside the firm. In a nutshell each
illustrated methods of hiring SMM manager have pros and cons, but manager of the company
should be aware that SMM manager is familiar with optimal frequency of posts and monitoring
the public’s perception of companies’ brand.
Conclusion
To summarize, as mentioned above, SMM is developing step by step and showing its successful
results in the brand awareness of companies in Tashkent. The author considers that SMM
specialists are the cornerstone between the customers’ and organizations’ relationship that effect
the attitude of internet users toward companies. However, it is difficult to evaluate contribution
of SMM manager in financial success of the company. As it is complex to distinguish Content
manager from SMM manager owing to similarity of their job responsibilities. In order to
increase the number of qualified SMM mangers in Uzbekistan, it is recommended to add Social
Media Marketing as faculty or educational program to the system of High educational
institutions.
References
1. Арзикулов О.(2015) ‘Дальновидный рынок’. Экономическое обозрение,# 10 (190),
pp.58-66.
2. Melhotra N., Hall J., Shaw M., Oppenheim P. (2006) Marketing Research 3ed. Australia:
Pearson Education
3. Review.Uz (2015) Количество доменов в зоне .uz превысило 25 тыс. Available at:
http://review.uz/index.php/novosti-main/item/5985-kolichestvo-domenov-v-zone-uz-
prevysilo-25-tys
148
4. Uz24 (2015) SMM специалисты: «Разыгрывать iPhone в Фейсбуке – это
идиотизм» Available at: http://uz24.uz/opinions/smm-specialisti:-razigrivaty-iphone-v-
feysbuke--eto-idiotizmq
5. Хуррамов Ш. (2015) Как в Узбекистане создавали социальные сети Available at:
http://tengrinews.kz/article/254/
6. Information security centre (2015) Молодежь в соцсетях… Available at
http://www.infosec.uz/ru/news/cert-news/molodezh-v-sotssetyakh/
7. Gazeta.uz (2015) Количество интернет-пользователей в Узбекистане превысило 12
миллионов Available at: http://www.gazeta.uz/2015/09/18/users/
8. Перевозкина Н., Мустафина С. , Шаабдурахманова Д. ,Каримова K.(2015)
Продавцы знаний. Обзор рынка негосударственных образовательных учреждений,
Available at: http://review.uz/index.php/zhurnal/2014-year/12-2014/item/3220-
prodavtsy-znanij-obzor-rynka-negosudarstvennykh-obrazovatelnykh-uchrezhdenij
9. Internet Word Stat (2015), Asia Marketing Research, Internet Usage, Population
Statistics and Facebook Information, Available at:
http://www.internetworldstats.com/asia.htm
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5. Marketing Research Strategy
THE IMPORTANCE OF COUNTRY-OF-ORIGIN INFORMATION
AND PERCEIVED PRODUCT QUALITY IN UZBEKISTAN: A
LONGITUDINAL STUDY
Farhod KARIMOV, Begzod NISHANOV, Diana KOLUSHEVA*
Globalization and the internet has completely changed the way in which businesses operate as
well as has equiped customers with endless potential. For example, a sweater on sale by a large
retailer in the United States could be actually produced by a company headquatered in China.
Later, through some further investigation a consumer may reveal that the sweater was originally
designed in Spain, produced at Singapore branch of that Chinese mega company with material
from Pakistan and buttons from Taiwan. This trend raises many important questions,
going forward: Does country-of-origin still matter? Should businesses care about country-of-
origin impact? Does country-of-origin still play an important role in consumers' decision-making
process? What is the value of ountry-of-origin for future brands? Does it really matter in the
current globalisation?
Prior research confirms that consumers’ product choice is not only affected by branding, price
and quality of the product, but also by the country-of-origin information. Precisely, “Made In…”
label is considered as one of the driving factors which directly impact on consumers’ preferences
(Cui & Donovan, 2014). It is difficult to evaluate a number of product characteristics including
product quality, performance, prestige and reliabilty on the first sight. In this regard, “ Made
in....” information plays crucial role in formulating consumer opinion about the product.
Numerious studies has shown that consumers relate products with positive and negative attitudes
based on their country-of-origin. For example, electronic goods produced in Japanese countries
are rated favorable in many countries. Additionally, most studies have confirmed that certain
product categories including cars, perfume and electronics are strongly influenced by country-of-
origin information while other (e.g.,German cars, French perfume and Japanese electronics),
other product categories are not. (Tseng & Balabanis, 2011; Zolfagharian et al., 2014).
* Dr. Farhod P. Karimov, Principal Lecturer, Subject Area Leader on Marketing, Westminster
International University in Tashkent;
Begzod Nishanov, Westminster International University in Tashkent;
Diana Kolusheva, Westminster International University in Tashkent.
150
Generally, some investigations revealed that products manufactured in less developed countries
are considered to be of lower quality and riskier compared to the products made in developed
countries. In this regard, it is worth to note that nearly all these studies were carried out in
western developed countries. However, there is a lack of empirical research on underlying the
influence of country-of-origin phenomenon in emerging economies such as Uzbekistan.
Today, Uzbek market is being dominated by growing number of foreign made products. Uzbek
manufacturers are facing intense competiton not only from local producers but also from the
availabilty of foreign goods suppliers. Consequently, consumers are given wider choice of
products than ever before. In this regard, it is important to define the importance of country-of-
origin information in order to understand Uzbek consumers’ preference.
In 1997, Osman M. Zain and Norjaya M. Yasin investigated the importance of country-of-origin
information and perceived product quality in Uzbekistan. This study was carried out straight
after the independence of Uzbekistan and in that period the country was just beginning to reach
stability in terms of moving towards free market economy. However, nowadays, taking into
consideration growing number of local brands along with imported goods, there is a need to
understand the importance of country-of-origin information and perceived product quality in
Uzbekistan. Therefore, this paper aims to further investigate how the importance of country-of-
origin information and perceived product quality in Uzbekistan has evolved for the last eighteen
years.
The methodology of our research is formulated based on the work carried out by Zain and Yasin
(1997). We adopted country-of-origin statements which are from Zain and Yasin’s study in order
to evaluate perceived quality of specific products manufactured in different countries including
Russia, Turkey, Japan, USA, Uzbekistan and etc. One of the novelties of our work is that we
have added some product categories including mobile phones, personal computers/laptops,
washing machines and air conditioners.
Findings of our research support the view that Uzbek consumers attach great importance to the
the country-of-origin information of products. Precisely, it can be stated that Uzbek people
perceive product quality by its “Made in...” label, especially when buying high involvement
goods such as car or refrigirator. Therefore, while purchasing expensive products consumers are
more likely to be attentive to the information about country-of-origin. The study has also
revealed that the role of country-of-origin information, as a main informational cue has
decreased compared to the findings in 1997. In other words, nowadays consumers’ are likely to
151
be more interested in the other informational cues such as the brand of the product. Growing
number of imported products has resulted in increasing awareness of consumers about
international brands. Therefore, brand is still one of the dominant informational cues which
influence perceived product quality. Besides that, increasing number of copycats in developing
countries, where copyright regulations are not strictly observed, make consumers to pay attention
to the brand rather than country-of-origin information.
Factor analysis has been conducted in order to understand why customers strongly believe to the
country of origin information. Results of this analysis have revealed that motives behind
consumers’ buying behaviour can be grouped into 3 factors including social assurers, security
seekers and price vetters. Social assurers represent the friends and relatives of consumers’ who
accompany them while they evaluate product by considering country of origin information while
security seekers always look for expensive and high quality products. Price vetters prefer either
expensive or lower priced products since price of the product is believed to be a main aspect of
their purchase decision.
It has been discovered that while considering country-of-origin information females tend to be
influenced by social factors whereas men are considered as price vetters. In other words,
women are more inclined to listen for the advice of their friends and colleagues while making
purchase decison. However, men plan their purchase decisons pragmatically. Therefore, findings
of this research can be used for explaining gender difference on evaluating product according to
country-of-origin information. Moreover, our findings suggest that married couples are more
influenced by social and price factors compared to single people. Married people tend to listen to
the suggestions of their family members and they always plan and spend their family budget
accordingly.
Another findings of the paper show that products manufactured in developed countries including
Germany, Japan and USA are found to be of high quality, while products manufactured in less
developed countries are considered to be of lower quality. The findings of our paper is consistent
with the previous research outcomes conducted by Zain and Yasin (1997), which put forward the
belief that developed countries manufacture better quality products based on their long history in
manufacturing and that they constantly improve their quality to be competitive. In this regard,
Cordell (1991) and Liefield and Wall (1991) mentioned that goods produced in less developed
countries lack the quality of material, design, and workmanship found in products from
developed countries. Based on this belief, companies are moving their production facilities
152
overseas in order to use an advantage of low labor costs, which eventually help them to increase
their profit margins.
In conclusion, it can be stated that perceived product quality of products that are made in
Uzbekistan has slightly increased since 18 years. It implies that nowadays products under
“Made in Uzbekistan” label is continually becoming available to many consumers in foreign
markets, especially among Commonwealth of Independent States (CIS) countries. Therefore,
conducting further research to explore the phenomenon of country-of-origin information and
perceived product quality in emerging markets is of paramount importance.
References
1. Cui, A. et al., (2014). Extended self: implications for country-of-origin, Journal of
Consumer Marketing, 31(4) 312 – 321
2. Cordell, V. (1991). Competitive context and price as moderators of country of origin
preferences, Journal of the Academy of Marketing Science. 19(2), 123-128.
3. Tseng, T., and Balabanis, G. (2011). Explaining the product-specificity of country-of-
origin effects, International Marketing Review, 28(6), 581-600
4. Zain, O. M. and Yasin, N. M., (1997). The importance of country-of-origin information
and perceived product quality in Uzbekistan. International Journal of Retail &
Distribution Management. 25(4), 138-145.
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CHALLENGES OF MARKETING PERFORMANCE
MEASUREMENT
Nozima MAKHMUDOVA
1. Introduction
According to the definition given by the American Marketing Association, marketing is ‘the
activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large’
(2013). Today marketing is becoming enormously ‘customer centric’ due to the increasing
efforts of marketers to enhance consumer satisfaction and, thus, product sales and profits (Kosan,
2014). Clearly, the company’s marketing function brings a number of benefits through figuring
out what customers would like to get. Otherwise businesses would probably not be willing to
spend a considerable amount of financial resources on it. However, what is not quite clear is how
marketing’s performance is measured and are there effective performance measurement
techniques that will allow marketers to prove in financial terms that the investments they are
making are worth to make. This research paper is to discuss the issues concerned with
‘connecting marketing activities to the financial performance of organizations’ (Boundless,
2015).
2. Lack of accountability in marketing
Marketing expenditure of companies varies depending on what industry they are in. On average
it ranges from about 10% to approximately 60% of company’s generated revenue (Brady, 2015).
Increasing amounts of marketing spending creates a necessity for marketers to measure their
achievements in quantifiable metrics. According to Lambin (2008), marketing ‘lacks the kind of
accountability and metrics common to the rest of corporation’. It is suggested that marketers
achieve good results but usually cannot explain how much exactly in numerical terms a
particular marketing campaign benefited company’s financial performance. This makes it
difficult for them to justify their investments in various marketing activities.
The survey of 315 marketing executives of 1000 large technology companies conducted by the
Chief Marketing Officer Council revealed the following: less than 20% of marketing executives
stated that they had formal systems for measuring the performance of their marketing activities
and 80% of executives admitted that they are not happy with their capacity to illustrate the value
and effects of their marketing plans (CMO Council 2004, cited in Lambin 2008).
Nozima Makhmudova, MBA Finance student (University of Sunderland) at Management Development Institute of
Singapore in Tashkent
154
3. Available performance measurement metrics
3.1. Return on marketing investment
Several performance measurement metrics do, however, exist in marketing. A very common type
of a marketing metric is referred to as Return on Marketing Investment (ROMI). Boundless
(2015) suggests that ROMI is ‘a relatively new metric’ and is equal to ‘contribution attributable
to marketing divided by marketing “invested” or risked’. The formula for calculating it is as
follows:
Revenue generated by the marketing investment - Cost of goods sold – Investment
Investment
If the result of this ratio is a positive figure, the conclusion is business has made more than
needed profits to cover marketing investment. If the result is a negative figure, then loss has been
incurred. Finally, if ROMI is equal to 0, it indicates that the business generated neither profit nor
loss, it merely reached the break-even point.
To some extent ROMI allows marketers to translate the benefits of their activities into a financial
language which is spoken by the rest of an organization. It can demonstrate which marketing
activity has made the greatest contribution to sales and profits, and thus can help determine a
marketing activity which deserves to be allocated the largest portion of funds.
Lambin (2008) argues that the return on marketing investment is a suitable measure for tracking
marketing activities’ short-term effects only. For instance, ROMI can be a good measure of the
effects of price cuts or direct mail campaign. However, when it comes to branding campaigns
aimed at boosting overall brand awareness, ROMI cannot help much. Branding campaigns are
longer-term investments and ‘many require a bit of continuity to build their critical mass of
contribution over time to achieve long-term objectives like building or maintaining brand equity
or developing an emerging market’ (Lambin, 2008). Typically, it is not easy for marketers to
prove the value of such marketing activities to company’s financial personnel who record that
campaign expenditure as an expense of the period and do not take into account benefits that are
going to arrive in the future.
3.2. Brand equity measurement metrics
According to Aaker (1991), brand equity can be defined as “a set of assets and liabilities linked
to a brand, its name and symbol, that adds to or subtracts from the value provided by a product
or service to a firm and/or to that firm’s customers” (cited in Gunelius, 2012). Brand equity
provides competitive advantage in the long run. Its building blocks are high product/service
155
quality, brand loyalty and awareness and brand associations that customers make. All of these
components of brand equity cannot be created or removed quickly, they are built in the long-run
with the help of thoroughly designed marketing campaigns (Chattopadhyay et al, 2008).
Now let’s consider the brand equity concept from financial perspective. Using the language of
financial accounting brand equity can be referred to as ‘... the intangible accumulated asset from
past marketing efforts that has not yet been translated into profit’ (Nerlove & Arrow, 1960; cited
in Lambin, 2008). How brand equity will turn into profits in the future is a very much clear
issue:
strong brand equity saves customers from turning easily to other brands;
creates a special image that allows easier trade cooperation with suppliers and other
stakeholders;
decreases price elasticity of demand which allows price rise without substantial loss of
customers, etc. (Marketing Research Association, 2015).
However, it is more difficult to answer again the question of “How to measure exactly the
effectiveness of a particular marketing campaign aimed at strengthening company’s brand
equity?”
Non-financial metrics can be obtained through surveys by asking customers questions on their
emotional attitudes and perception of the product. The following financial metrics are also
common (Gunelius, 2012):
market share;
profitability;
growth rate;
price sensitivity;
sales and revenues;
cost of retaining existing customers;
cost of reaching new customers, etc.
In addition, observing trends in product sales and analyzing non-traditional patterns in it can also
assist marketers in drawing the right conclusions about long-term marketing investments they are
making (Gunelius, 2012).
4. Pros and cons of requiring “numerically proven” marketing effectiveness
156
It has already been emphasized that there is a growing pressure put by financial executives on
marketing function of an organization. As marketers’ spending is getting larger, financial
officials would like to receive more financially detailed explanation of the effectiveness of
marketing campaigns. As a result, marketers’ attention has been greatly taken up by how they
can measure the outcomes of their investments more precisely using numerical metrics. If
marketers come up with efficient techniques of performance measurement, this will bring
considerable benefits to them, because they will have more reliable supporting estimates to
discuss opportunities of their investments. Effective performance measurement tools will also
help to make good decisions when constructing budgets for future periods. Moreover, such tools
will allow marketers to separate productive marketing campaigns from less efficient ones. Once
they know which campaign is a valuable financial asset for a company, they can allocate more
resources on it.
However, there is a glaring disadvantage brought about by growing requirement for “numerically
proven” marketing effectiveness. This issue is explained well by Lambin (2008): firms’
marketing has become short-term-oriented. Some marketers started to focus heavily on
investments with short-term effects. The reason is they are much easier to measure in
comparison with activities with long-term effects. Ataman et al (2006; cited in Lambin, 2008)
raised another issue in this context which is “principal-agent problem”. They suggest that ‘since
there is little incentive to invest in long-term brand building, brand managers may choose to
ignore the instruments that do lead to beneficial long-term effects, such as concept advertising,
new product introductions or improved distribution that take months or years to manifest’. In
other words, brand managers-agents may put their career promotions above the interests of
shareholders-principals, which explains their focus on short-term results.
Conclusion
The analysis of challenges of measuring marketing performance shows that there is no
standardized approach to evaluating effectiveness of marketing investments. According to
Stewart (2006), development of marketing accountability procedures and systems is very
essential to businesses and is worth to make investments in. A proper measurement metrics
based not only on historic data, but also on relevant indicators in current business environment,
are needed to make marketing projections reliable. Efforts should be undertaken to develop
methods that can more clearly show the impact of marketing activities on the overall financial
performance of an organization.
157
Experts believe that greater improvements and success in this field can be achieved if
cooperation between financial and marketing departments takes place. Pooling interests and
capabilities of both departments is believed to produce reasonable and effective measurement
tools and techniques.
References 1. Kosan, L. (2014). Accounting for Marketing: Marketing Performance Through Financial
Results. International Review of Management and Marketing. 4 (4), p276-283.
2. Lambin, J.J. (2008). Measuring operational marketing performance. In: Changing market
relationships in the internet age. Presses universitaires de Louvain. p151-165.
3. Chattopadhyay, T., Shivani, S., Krishnan, M. 2008, 'Approaches to measurement of
brand equity', Proceedings of the 2008 Oxford Business and Economics conference,
Oxford, UK.
4. Stewart, D.V. (2006). Making Marketing Accountable. Graziadio Business Review
Journal. 9 (3).
5. BuyLine Research LLC (2008). Marketing Performance Measurement. Target areas
where marketers want to improve how they measure up. USA: BuyLine Research LLC.
p1-9.
6. American Marketing Association. (2015). About AMA: Definition of
Marketing. Available: https://www.ama.org/AboutAMA/Pages/Definition-of-
Marketing.aspx. Last accessed 10th Nov 2015.
7. Gunelius. (2012). Brand Equity Basics – Part 3: How to Measure Brand
Equity. Available: https://aytm.com/blog/research-junction/brand-equity-basics-3/. Last
accessed 14th Nov 2015.
8. Boundless. (2015). Marketing Performance Metrics. Available:
https://www.boundless.com/marketing/textbooks/boundless-marketing-
textbook/introduction-to-marketing-1/evaluating-marketing-performance-23/marketing-
performance-metrics-134-7590/. Last accessed 14th Nov 2015.
9. Chief Marketing Officer Council. (2015). MARKETING SPEND. Available:
http://www.cmocouncil.org/facts-stats-categories.php?category=marketing-spend. Last
accessed 14th Nov 2015.
10. Brady, S. (2015). What Percent of Revenue Do Publicly Traded Companies Spend on
Marketing and Sales? [Infographic]. Available: https://vtldesign.com/inbound-
marketing/content-marketing-strategy/percent-of-revenue-spent-on-marketing-sales/.
Last accessed 15th Nov 205.
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11. Investopedia. (2015). Advertising-To-Sales Ratio. Available:
http://www.investopedia.com/terms/a/advertising-to-sales-ratio.asp. Last accessed 14th
Nov 205.
12. Marketing Research Association. (2015). Brand Equity Models and
Measurement. Available: http://www.marketingresearch.org/issues-policies/best-
practice/brand-equity-models-and-measurement. Last accessed 16th Nov 2015.
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ВНУТРИКОРПОРАТИВНАЯ МАРКЕТИНГОВАЯ МОДЕЛЬ
УПРАВЛЕНИЯ КАЧЕСТВОМ ВЫСШЕГО ОБРАЗОВАНИЯ
Сухроб ДАВЛАТОВ, Аслиддин АБДУЛЛАЕВ
Введение
В Узбекистане развивается интерес в кругу исследователей к маркетингу услуг. Данный
интерес, бесспорно, обоснован ходом приватизации непроизводственной сферы и
быстрым развитием других секторов экономики, как банковское дело, страхование,
консалтинг, туризм, платное образование, частная медицина и услуги неприбыльных
организаций. В том числе развивается интерес к маркетингу в деятельности
образовательных учреждений. При исследовании данной проблематики в отечественной
литературе выяснилось, что у узбекских маркетологов отсутствует какая-либо
общепризнанная модель маркетинга услуг. В западных странах существует как минимум,
некие признанные элементы такой модели.
Цель данной статьи попытка познакомиться с наиболее популярными зарубежными
моделями маркетинга услуг, и сформулировать внутрикорпоративную маркетинговую
модель управления качестном высшего образования.
Принимая во внимание актуальность этой проблемы, в собственной работе я предпринял
попытку разглядеть суть понятия «маркетинг образовательных услуг» и «качество
высшего образования», их специфики, различия от иных видов услуг, классификацию,
также специфики продвижения образовательных услуг на рынке, уделив особое внимание
маркетингу услуг.
Сравнительный анализ теорий маркетинга услуг
Подход к концептуализации маркетинга услуг по Д. Ратмелу
Одной из ранних концептуализацией маркетинга услуг была модель, разработанная Д.
Ратмелом в 1974 г. Понятие «маркетинг услуг» начиналась использоваться в западной
литературе после проявления так называемой «революцией в секторе услуг». Различие
между многофункциональными вопросами маркетинга в производственном и
Сухроб Давлатов, преподователь кафедры Экономики Бухарского государственного университета,
Аслиддин Абдуллаев, преподователь кафедры Экономики Бухарского государственного университета
160
непроизводственном секторах было выделено в работах Д. Ратмела. Схематические
преставления о модели Ратмела изображены на рис 1.
В трактовке модели Ратмела можно понять, что имеются различия между функциями
маркетинга в производственном и непроизводственном секторах. И эти различия можно
увидеть в самостоятельных процессах таких, как:
1) процесс производства товаров;
2) процесс маркетинга этих товаров;
3) процесс потребления этих товаров.
Эти функциональные задачи маркетинга в производственном секторе можно назвать
классическими. В первую очередь, уделить внимание производству товаров
удовлетворяющих нужды потребителя, как усматривается в классической концепции
маркетинга. Во-вторых, необходимо разработать комплекс маркетинга товаров в виде
стратегии коммуникации, и каналов распределения, чтобы продвигать продукцию
потребителю.
Рис. 1. Концепция маркетинга услуг Д. Ратмела
В схематическом преставлении о модели Ратмела довольно трудно представить процессы
производства, маркетинг и потребление услуг по отдельности. В таком научном подходе
модель Ратмела имеет свою специфику в том, что услуги рассматриваются, как продукт,
процессы производства и потребления услуг. То есть когда услуга производится и
потребляется одновременно. От такого подхода возникает дополнительная функция
маркетинга в секторе услуг, которая отличается от традиционных функций маркетинга
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производства. Здесь возникает потребность изучать, создавать, оценивать, рекламировать,
предоставлять услуги в процессе взаимодействия между производителями услуг и ее
потребителями.
Научный подход маркетинга услуг по П. Эйглие и Е. Лангеарда
Эта научная модель маркетинга услуг была разработана профессорами Марсельского
университета П. Эйглие и Е. Лангеард в 1976 г. во Франции. П. Эйглие и Е. Лангеард
назвали эту модель «сервакшн», или «обслуживание в действии» (см рис. 2.). П. Эйглие и
Е. Лангеард подчеркивают, неосязаемость процесса одновременного производства и
потребления услуг. Также Ратмел обозначил процесс взаимодействия продавца и
покупателя, как новую функциональную задачу маркетинга, то «сервакшн» - модель как
бы микроскопически показывает нам то, что, собственно, происходит в этом процессе.
Ключевыми факторами в этой модели являются: 1) сам процесс обслуживания,
охваченный большим квадратом; 2) организация услуг, обозначенная малым квадратом; 3)
потребитель А; и 4) потребитель Б.
Рис. 2. «Сервакшн» - модель маркетинга услуг П. Эйглие и Е. Лангеарда
Обоснованность модели «сервакшн» в управление маркетинга услуг показывает
необходимость использовать дополнительные стратегии, кроме традиционных стратегий
маркетинга, используемых в производственном секторе (товар, цена, коммуникации,
каналы распределения).
Научный подход маркетинга услуг по К. Грёнроса
Кристиан Грёнрос является наиболее известным представителем, так называемой,
Северной школы маркетинга услуг «Нордик скул». Эта школа представлена
162
исследованиями в области маркетинга услуг, осуществляемыми учеными из шведской и
финской школ экономики (Питер 2008). В значительной степени эта модель основана на
моделях Д. Ратмела и П. Эйглие и Е. Лангеарда, формально не имеет какого-либо
оригинального схематического выражения. Однако Кристиан Грёнрос со своим научным
подходом маркетинга услуг подчеркивает, что путем добавления услуги к товару можно
любой товар трансформировать в сервис, и этим возникает востребованность таких
концепций, как внутренний маркетинг, качество услуги и интерактивный маркетинг.
Такой подход, подразумевает применение в секторе услуг дополнительных функций
маркетинга, о котором писали выше в моделях Д. Ратмела. и К. Грёнроса, такое
применение называется «интерактивным маркетингом». К. Грёнрос трактует
интерактивный маркетинг, как процесс взаимосвязи потребителя с персоналом фирмы
услуг. По его словам, применение в секторе услуг интерактивного маркетинга повышается
качество обслуживания. Основные факторы в процессе трансформирования товара в
сервис являются качественное обслуживание и поведение персонала. Таким образом, К.
Грёнрос применяя дополнительные функции маркетинга услуг вводит концепции: модель
качества обслуживания и внутренний маркетинг.
Модель М. Битнер
Американские школы маркетинга верны своему подходу «четырех Р», разработанному
еще в 1960-х годах Джеромом Маккарти. Работы исследователя Центра изучения
маркетинга услуг при Аризонском университете М. Битнер растянула эту формулу до
«семи Р» применительно к услугам. Традиционная формула «четырех Р» содержит в себе
четыре контролируемых для организации фактора маркетинга: товар, цена, каналы
распределения и элементы коммуникации (product, price, place, promotion). Задача
организации — «смешать» эти факторы так, чтобы они эффективнее, чем факторы
конкурентов, воздействовали на целевой рынок. Применительно к услугам М. Битнер
(1992) предложила дополнить эту модель тремя дополнительными Р: процесс,
материальное доказательство и люди (process, physical evidence, people). Эти модели
можно применить к услугам и товарам. (см на рис. 3.)
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Рис. 3. «4Р»-модель Д. Маккарти и «7Р»-модель М. Битнер
Научные подходы Д. Маккарта и М. Битнера возникает в среде целевых потребителей.
Чтобы воздействовать на потребителя в традиционном маркетинге можно использовать
классические четыре основных элемента. М. Битнер в своей концепции маркетинга услуг,
включает три дополнительных элемента, появление которых обусловлено спецификой
услуги, как товара. Нетрудно заметить, что по своей логике модель М. Битнер органично
созвучна моделям Д. Ратмела, П. Эйглие и Е. Лангеарда, К. Грёнроса.
Модель Ф. Котлера
Американские маркетологи шутят, что в сфере маркетинга не существует области, к
которой не приложил бы руку Ф. Котлер. Теория маркетинга услуг не была бы такой
увлекательной областью для изучения, если бы не «треугольная» концепция маркетинга
услуг Ф. Котлера. Основываясь на исследованиях внутриорганизационных
коммуникационных процессов и концепции маркетинга отношений, Котлер (1998)
предложил различать три взаимосвязанные единицы в маркетинге услуг: 1) руководство
фирмы; 2) контактный персонал; и 3) потребителей.
Согласно научному подходу Филиппа Котлера три ключевые концепции маркетинга
образуют следующие взаимосвязи субъектов в сфере услуг:
1) фирма-потребитель; 2) фирма-персонал; и 3) персонал-потребитель.
Следует развивать стратегии, направленные на эти взаимосвязи субъектов в сфере услуг,
для лучшего управления маркетингом. Хорошо известно, что стратегия традиционного
Потребитель
услуг
Товар
Цена
Люди
Коммуникац
ия
Процесс
Каналы распределения
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маркетинга сконцентрирована на ценообразовании, коммуникации и каналах
распространения продуктов для образования взаимосвязи фирма - потребитель. А
стратегия внутреннего маркетинга создает мотивацию персонала на качественное
обслуживание клиентов. Третий процесс - взаимодействие персонала и потребителей,
возникает при контроле качества услуг, связанный со стратегией интерактивного
маркетинга.
Рис. 4. Треугольная модель маркетинга услуг Ф. Котлера
Расширенное маркетинг-микс для высшего образования
Для всех видов маркетинга образовательных услуг, в том числе высшего образования, два
элемента должны быть добавлены к классическому маркетинг-миксу, состоящему из
четырех частей: продукта, цены, продвиженияя и персонала. Следующие два элемента,
также должны учитываться при разработке маркетинговой стратегии, потому что все они
играют важную роль для оценки студентами образовательных услуг:
1. Образовательные услуги: включает в себя весь спектр продуктов и услуг,
предлагаемых университетом в своих образовательных программах;
2. Обеспечение качества: систематический мониторинг и оценка различных
аспектов продукта, услуги или объекта.
Интерактивный
маркетинг
ФИРМА
Персонал Потребитель
Внутренний
МАРКЕТИНГ
Традиционный
МАРКЕТИНГ
165
Рис. 5. "ES4PQA" marketing-mix
Предложения
Цель внутрикорпоративного маркетинга высшего образования - создать предварительные
условия для формирования целостности учреждения, чтобы объединить вместе различные
подразделения и обеспечить эффективную реализацию общей стратегии учреждения.
Поэтому внутрикорпоративный маркетинг высшего образования тесно связан с
централизованными подразделениями управления образовательными услугами и
проверкой качества.
В маркетинге и поставке услуг, хорошая работа служащих является важной состовляющей
успеха. Какие служащие? Все служащие, которые входят в контакт со студентами:
администрация и преподаватели. Соответствующая концепция - то, что удовлетворение
служащего - предпосылка для того, чтобы достигнуть студенческого удовлетворения.
Кроме того, удовлетворение служащего и студенческое удовлетворение взаимно
укрепляют.
Эти два фактора являются ориентацией деятельности ВУЗа с применением
образовательных услуг и обеспечения качества как инструменты внутрикорпоративного
маркетинга.
Так что вопрос не в том, какие инструменты составляют комплекс маркетинга, а, скорее,
в том, какие именно инструменты наиболее важны для повышения качества высшего
образования.
Consumer
s
Educational
services
Price
Personal
Product
Quality
assurance
Promotion
166
Использованная литература:
1. Parasuraman, A. A conceptual model of service quality and its implications for future
research / A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry // Journal of Marketing. —
1985. — Vol. 49 (Fall).
2. Zeithaml, Valarie A. Delivering quality service: balancing customer perceptions
and expectations / Valarie A. Zeithaml, A. Parasuraman, Leonard L. Berry — The Free Press,
1990.
3. Zeithaml, Valarie A. Service quality / Valarie A. Zeithaml, A. Parasuraman — Marketing
Science Institute, 2004.
4. Bateson, J. E. аnd Hoffman, D. K. Managing Services Marketing: Text and Readings. — New
York: The Dryden Press, 1999.
5. Eiglier, P. and Langeard, E Principles de politique marketing pour les enterprises de services.
— L’Institute d’Administration des enterprises, Universite d’Aix-Marselle, 1976.
6. Rathmell, J. Marketing in the Service Sector. — Mass: Winthrop Publishers, 1974.
7. M. Rajasekhar. The Gap Model Analysis of Service Quality in Indian HE. Asia - pacific
journal of Social Sciences. -2009. Vol.1(2) pp.214-229
8. Котлер, Ф., Боуэн, Д. и Мейкенз, Д. Маркетинг: Гостеприимство и туризм. — М.:
Юнити, 1998.
9. Эдуард Новаторов, Ph.D. Методика оценки качества банковских услуг.
http://www.cfin.ru/press/practical/2001-10/02.shtml
167
МАРКЕТИНГОВОЕ ИССЛЕДОВАНИЕ РЫНКА
СЕЛЬСКОХОЗЯЙСТВЕННОЙ ПРОДУКЦИИ И ЕГО
СЕГМЕНТАЦИЯ
Алиева Н., Турсунова Р., Мавлонова Х.* Сельскохозяйственное производство, как и любая другая отрасль экономики, подчиняется
основным экономическим законам в пределах любой экономической системы.
В нынешних условиях, когда переход к рыночным отношениям и предоставление
сельхозтоваропроизводителям предпринимательской свободы привели к демонтажу
существовавшего в планово-распределительной экономике механизма хозяйствования,
товаропроизводители вынуждены многие функции в сфере планирования,
ценообразования, изучения рынка и т. д. переводить в рамки своей компетенции
и стратегических интересов.
Необходимость самостоятельного поиска предприятиями АПК рынков сбыта
произведенной продукции вызывает потребность в применении стратегического
маркетингового инструментария.
За последнее время маркетинг значительно эволюционировал: возникнув первоначально
как деятельность по распространению и сбыту товаров, он постепенно превратился во
всестороннюю систему принципов, на основе которых предприятия могут устанавливать
производственно-экономические связи. Это дает основание для утверждения
о формировании маркетинга взаимодействия.
В условиях меняющихся запросов и потребностей покупателей все более актуальным
становится их учет в процессе производства и реализации сельскохозяйственной
продукции, что обусловливает необходимость постепенного обновления производства
и повышения качества продукции.
В свете современных представлений любое предприятие, хозяйствующее в сфере
агропромышленного производства, должно тяготеть к глубокому изучению возможностей
как собственного производства, так и конкурентов. Это позволяет, как показывает
практика, занять предприятиям, осуществляющим такой анализ, определенное,
* Алиева Н. ТГАУ- асисстент, Турсунова Р. ТГАУ – студентка, Мавлонова Х. ТГАУ –
студентка, Ташкентский государственный аграрный университет
168
достаточно устойчивое положение на рынке. При этом следует разработать стратегию
маркетинга, ориентированную на определенные сегменты рынка, и обеспечивать
реализацию конкурентных преимуществ на фоне других предприятий — производителей
аналогичной продукции. При этом для предприятий АПК целесообразным представляется
использование соответствующей системы информации для анализа рынка. Собранная
информация используется по разным каналам, в том числе и для сегментации рынка
сельхозпродукции.
Сегментация рынка заключается в разделении рынков на четкие группы покупателей
(рыночные сегменты), которые могут требовать разные продукты и к которым
необходимо прилагать разные маркетинговые усилия, Фирма определяет разные способы
сегментирования рынка, составляет профили полученных сегментов и оценивает степень
привлекательности каждого из них.
Анализ рыночного сегмента — это отслеживание колебаний в спросе и объяснение,
почему они происходят (что, в свою очередь, предопределяет удовлетворение
потребителя). Следовательно, этот аспект конкурентной рациональности предприятия не
менее важен, чем уяснение структуры издержек. То, какое представление предприятие
имеет о своих покупателях и как оно их сегментирует, является основанием для
разработки и позиционирования изделий на целевом рынке, что в конечном итоге
и определяет объем продаж и прибыли.
Предприятие, имеющее наиболее эффективную и рациональную модель сегментации,
будет более конкурентоспособным, даже если оно не разработало выпускаемый ею товар
и не оно является наиболее дешевым производителем. Таким образом, более эффективная
модель сегментации поможет предприятию овладеть рынком.
Сегментация рынка сельхозпродукции и позиционирование сельскохозяйственных
изделий создают возможность ориентировать структуры, входящие в отдельное
агропредприятие или в какую-либо кооперационно - интегрированную его форму, на
конкретные потребности отдельных групп (сегментов) потребителей и направлять их
усилия на удовлетворение этих потребностей. Необходимым условием для любой
хозяйственной единицы является выборка наиболее выгодного одного или нескольких
стратегических сегментов рыночного пространства, проведя их сравнительный анализ.
В целях оптимальной эффективности предприятиям аграрной сферы нецелесообразно
в условиях отсутствия свободных финансовых средств и времени проводить глубокую
169
сегментацию на основе многофакторного сегментирования. Такой подход может быть под
силу крупным научно-исследовательским центрам. Процесс определения «целевого
сегмента» подводит к применению критериев сегментирования.
Критерий сегментирования — это фактор, по которому оценивается обоснованность
выбора того или иного сегмента для предприятия. Наиболее распространенные критерии
сегментирования: количественные параметры сегмента (емкость сегмента); доступность
сегмента для предприятия; существенность сегмента: доходность; совместимость
сегмента с рынком основных конкурентов; эффективность работы на выбранном сегменте
рынка; защищенность выбранного сегмента от конкуренции.
Сегментация как элемент стратегического маркетинга предопределяет прежде всего
изучение потребителя в постоянно меняющейся рыночной среде. Данное явление
в первую очередь несет в себе практическую актуальность на фоне нарастающей
конкуренции на продовольственных рынках аграрной продукции. Исследование
потребителей позволяет определить и проанализировать комплекс факторов, которыми
руководствуются потребители при покупке сельхозпродукции.
Благодаря разделению рынков на сегменты открывается возможность приводить
в соответствие емкость рынка (точнее, емкость суммы сегментов всех рынков)
и производственные мощности предприятий.
Более достоверным становится и прогнозирование (например, если сельскохозяйственная
продукция рассчитана для поставки в школы, емкость такого сегмента можно рассчитать
с очень большой точностью и определить его перспективы, опираясь на отчеты
статистических органов и политику в области просвещения, проводимую местными
властями и правительством).
Обеспеченность информацией о состоянии рынка определенного продукта является
определяющим фактором успешного функционирования любого сельскохозяйственного
предприятия. Процесс сбора подобной информации в целях выявления одного или
нескольких сегментов является для одного конкретного предприятия или их интегральной
формы объединения стратегическим конъюнктура формирующим индикатором.
Сегментацию сельскохозяйственного рынка целесообразно проводить по двум группам:
индивидуальные пользователи и промышленные потребители. Последние также важны
с точки зрения маркетинга. На рынках сельхозпродукции, где категорию покупателей
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представляют другие предприятия (часто называемые заказчиками), сегментация прежде
всего проводится по таким очевидным критериям, как масштаб организации заказчика
и потенциал его роста.
Организациями-заказчиками здесь могут выступать предприятия перерабатывающей
промышленности, предприятия комбикормовой промышленности, государственные
заготовительные организации, поставляющие сельскохозяйственную продукцию
в государственные продовольственные фонды и т. д. Например, для производителей
скотоводческой продукции может быть использована следующая сегментация рынка
индустриальных потребностей: сельскохозяйственные предприятия, кожевенные заводы,
перерабатывающие предприятия, предприятия оптовой и розничной торговли,
государственные предприятия и учреждения. Так как скотоводческие хозяйства
реализуют свою продукцию, главным образом, на рынке промышленных потребителей, то
оценка этого рынка с точки зрения маркетинга имеет большое значение. Здесь больше
времени занимают переговоры, широко распространены прямые связи, тогда как закупки
производятся реже.
Каждое агропромышленное предприятие в зависимости от реализуемых товаров
и особенностей их потребления в состоянии разработать собственные правила (подходы)
сегментации. Успешно проведенная сегментация позволит получать хорошие
коммерческие результаты и экономию средств, предназначенных для проведения
маркетинговых мероприятий, особенно по ФОССТИС. Выбор рыночных целей
и эффективное управление формированием и контролем стратегии маркетинга являются
производными в результате анализа рыночных возможностей предприятия и требуют
проведения тщательного анализа и прогноза спроса потребителей на конкретную
сельскохозяйственную продукцию.
В данном случае катализатором исследуемых явлений, как неотъемлемый элемент
маркетинга, может также выступать рыночная сегментация, представляющая собой
управленческий подход к выбору рыночных целей и определения рыночного потенциала.
Для оценки доступности сегмента рынка предприятие должно получить информацию
о том, есть ли принципиальная возможность начать внедрение и продвижение своих
товаров на том или ином рынка, можно ли преодолеть барьеры входа, доступна ли
и насколько эффективно действует сбытовая сеть, какие стимулы воспринимает
потребитель.
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SANOAT MARKETINGIDA AXBOROT-TEXNOLOGIYALARI
Lazizbek ABDUSALIMOV, Farmonqul EGAMBERDIYEV
Marketingning aniq shakllari va mazmuni korxona faoliyat xususiyatidan, uning ichki
imkoniyatlari va tashqi sharoitidan kelib chiqadi. Bu yerda marketing va boshqa hamma oraliq
faoliyat turlarining qo`yilgan maqsalariga erishish uchun yagona yo`naltirilgan jarayonga
birlashishi sodir bo`ladi, bu esa o`z navbatida turli xil marketing turlarining harakarlanishini
belgilab beradi.Sanoat mahsulotlariga bo`lgan ehtiyojni qondirish va ishlab chiqarish sohasidagi
marketing bilan sanoat marketinggi shug`ullanadi.
Mamlakatda sanoatni rivojlantirish, boshqarish tizimini mukammallashtirishni savdo
aylanmasisiz tasavvur etib bo`lmaydi albatta . Hozirgi fan va texnika taraqqiyoti davrida
ayniqsa axborot sanoat marketingida katta rol o`ynamoqda. Globallashuv davrida ishlab
chiqarilayotgan tovarlarning nomenklaturasi tez ortmoqda, ham tez yangilanmoqda bu esa ishlab
chiqarishning texnik bazasini zamonaviy va murakkab mashinalar sistemasi bilan yangilashni ,
sanoatda texnologik jarayonlarni intensivlashni , murakkablashtirishni,ishlab chiqarishni
ixtisoslashtirishni va boshqa vazifalarni bajarishda sanoat marketingida axborot katta rol
o`ynamoqda. Sanoat jihatdan taraqqiy etgan davlatlardan yangiliklarni o`z sanoatiga jalb etib,
chet el davlatlari tajribasidan foydalanish, ulardagi yangi texnikalarni olib kirish va
texnologiyani yanada maksimal darajada diversifikatsiya qilish hozirgi zamon talabi bo`lib
qolmoqda. Mana shu vazifalarni o`z vaqtida bajarishni sanoat sohasining marketing sohasi
mutaxassislari bajaradi.
Sanoat jihatdan taraqqiy etgan mamlakatlarga xos bo`lgan asosiy xususiyatlardan biri
daromadlarning aholi o`rtasida tekis taqsimlanishi, sanoat korxonalariga yangiliklarning tez joriy
etilishi, mamlakatda davlat sanoat korxonalari uchun malakali mutaxassislarning sifat
darajasining yuqoriligi va mamlakat hududining bir tekis o`zlashtirilishi hisoblanadi. Sanoating
yuqoriligi davlat hududining hajmi va aholisining soni bilan emas, balki yuqori mehnat
unumdorligi, fan va texnika sohasidagi ulkan yutuqlari bilan belgilanadi. Bu belgilar bor joyda
tabiiyki sanoat marketinggining qanchalik yaxshi ishlayotganligini ko`rish mumkin. Yana
qo`shimcha qiladigan bo`lsak bu davlatlarda sanoat marketinggi iqtisodiyotda ayrboshlash
mumkin bo`lgan barcha ne`matlarni takror ishlab chiqarish va ishlab chiqarish hajmini xohlagan
nisbatda oshirishi mumkin bo`lgan iqtisodiyot sifatida tariflash mumkin.
UZMU talabasi Abdusalimov Lazizbek, UZMU prof. Egamberdiyev Farmonqul
172
Yurtimizda qabul qilingan 2011-2015-yillarda sanoatni ustuvor darajada rivojlantirish dasturi va
ishlab chiqarishni modernizatsiya qilish, texnik va texnologik yangilashga doir tarmoq
dasturlarining izchil amalga oshirilishi natijasida sanoat tarkibida yuqori qo`shimcha qiymatga
ega bo`lgan , raqobatdosh mahsulotlar tayyorlayotgan qayta ishlash tarmoqlarining o`rni tobora
ortib bormoqda. Bugungi kunda mamlakatimizda ishlab chiqarilayotgan sanoat mahsulotlarining
78 foizdan ortig`I aynan ana shu tarmoqlar hissasiga to`g`ri kelmoqda. Yurtimizda olib
borilayotgan islohotlar natijasida yalpi ichki mahsulot tarkibida sanoatning ulushi hozirgi vaqtda
24,2 foizdan ziyodni tashkil etmoqda . Holbuki, bu kpo`rsatgich 2000-yilda 14,2 foizdan iborat
edi. Kelgusida sanoat kooperatsiyasi asosida tayyor mahsulotlar, butlovchi buyumlar va
materiallar ishlab chiqarishni mahalliylashtirish ko`lamini kengaytirish, kichik biznes va xususiy
tadbirkorlikning roli va o`rni tobora mustaxkamlash kabi vazifalarni bajarish ustuvor masala
bo`lishi lozim. Jahon bozoridagi konyunkturaning beqarorligiga qaramasdan mamlakatimiz
export salohiyatini mustaxkamlash, export hajmini barqaror oshirish va uning tarkibida ijobiy
o`zgarishlarga erishishda eng muhim omilga aylanishi sanoat marketingining asosiy vazifasi
bo`lishi kerak. Sanoatda ishlab chiqarilayotgan tovarlarning asortimentini shakllantirishda
marketing hodimlari tomonidan ”Xalqaro dezayn va moda” markazlari faoliyati bilan uzviy
aloqada bo`lishlari , samarali sotish va assortimentini strategiyalarini tanlash ,ayniqsa, “internet-
reklama” xizmatlaridan keng foydalanish orqali korxona brendini va xalqaro bozor muhitiga
moslasha olish imkoniyatlarini osgirishlari lozim. Bozorda raqobatni yengib chiqishning asosiy
vositasi bu- marketing strategiyalaridir. Har qanday biznes faoliyatida marketingdan oqilona
foydalanish, yuqori darajadagi foydani taminlash va raqobat borasida bardosh berishda hal
qiluvchi omil vazifasini bajaradi. Mahalliy va jahon bozoridagi raqobat muhitiga faqat marketing
tadqiqotlarini oldindan o`tkazish, talab, taklif va baho o`zgarishlarini o`z vaqtida anglab yetish,
tovarlar reklamasini tashkil etish va sotish usullarini tanlash kabi masalalari yechimini esa faqat
samarali faoliyat ko`rsatayotgan raqobatdosh korxonalarning marketing strategiyalaridan
foydalanish tajribalarini yanada ommalshtirish, yangi uslubiy tafsiyalar va yo`nalishlarini ishlab
chiqish orqaligina yechish mumkin.
Yuqorida takidlab o`tilgan tarkibiy o`zgarishlarni hisobga olgan holda sanoat sohasiga axborot-
komunikatsiya texnologiyalarining joriy etilishini jadallashtirish, talab va ehtiyoj mavjud
mahsulotlarni ishlab chiqarishni ta`minlash shuning asosida boshqaruvda samaradorlikka
erishish , ishlab chiqarishdagi sarf-xarajatlarni qisqartirish sanoat marketingining asosiy vazifasi
ekanligini ko`rish mumkin.
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MARKETING RESEARCH AS A TOOL FOR BUSINESS
DEVELOPMENT
Rukhsora YORIKULOVA
It is evident that powerful promoting is dependent on advertisers having data about the qualities,
needs, and needs of their objective markets. Truth be told advertising examination and data
frameworks that outfit commonsense, impartial data bolster organizations maintain a strategic
distance from suppositions and false impressions that could prompt poor showcasing execution.
Keeping in mind the end goal to accomplish the objective of promoting in association, it is major
to comprehend showcasing examination part in business life. The accompanying venture gives
investigation and clarifications of implementing so as to showcasing advertising exploration
procedure with genuine encounters in today's general public.
Marketing research is the efficient outline, accumulation, understanding, and reporting of data to
help advertisers tackle particular promoting issues or exploit promoting opportunities.
Advertising exploration activities are changed to the setting and issues under study. It is vital all
associations have advertising insight, which is the composite of all information and thoughts
accessible inside of the association. Regularly the data is lacking, prompting the authorizing of
advertising examination. Besides, Quantitative promoting examination prompts discoveries that
can be measured and measurably investigated. Also, it inspects subjective assessments and worth
judgments.
The increment in promoting exploration exercises speaks to a move from instinctive to
investigative issue – understanding. Instinctive choices are made on the premise of individual
information and past experience. Clearly, exploratory choice – making is entirely imperative as it
is efficient, legitimate and orderly way to deal with get-together data. As needs be, minor, non –
repeating low – hazard issues can be taken care of effectively by instinct. As the measure of
danger and option arrangements builds, the utilization of exploration turns out to be more
attractive and compensating. One of the best cases is Coca – cola C2 that is innovation will need
to confront a considerably higher obstacle of recapturing the buyers' trust ($30 to $50 million)
while its rival Pepsi Edge neglected to meet deal.
All above notions suggest the five basic steps of planning marketing research are:
Rukhsora Yorikulova, Management Development Institute of Singapoer in Tashkent, Year 1 Business and
Economics student (Bangor University)
174
1) Locating and defining problems or research issues;
2) Designing the research;
3) Collecting data;
4) Analyzing and interpreting research findings;
5) Reporting research findings.
At first, the initial move towards discovering an answer or propelling an examination study
means revealing the nature and limits of a negative, or positive, circumstance or inquiry. Inquires
about and choice – creators ought to stay in the issue definition stage until they have decided
exactly what they need from the examination and how they will utilize it.
Cautious exploration outline is of crucial significance as a reasonable proclamation of
examination goals directs an exploration venture. At times speculation – or educated theories or
presumptions around a sure issue or set of circumstances – are defined. The examination
destinations and any speculations oversee the methodology for social occasion information:
exploratory exploration, spellbinding exploration or easygoing exploration. Looks into should be
worried about issues of unwavering quality and legitimacy: methods are solid on the off chance
that they deliver verging on indistinguishable results in progressive rehashed trials; they have
legitimacy on the off chance that they measure what they should quantify and not something
else.
Gathering information is the third step of the examination process. Optional information are
ordered inside or outside the association for some reason other than the present examination.
Auxiliary information may be gathered from an association's databank and other interior sources;
from periodicals, statistics reports, government productions, the web and unpublished sources;
and from syndicated information administrations, which gather general data and offer it to
customers. It is major that auxiliary information 'pre – exist' and ought to be inspected preceding
the accumulation of any essential information
To accumulate essential information, scientists use testing techniques, overview strategies,
perception and experimentation. Inspecting includes selecting a set number of delegate units, or
test, from an aggregate populace. There are two essential sorts of examining: likelihood and non
– likelihood. In likelihood inspecting, each component of the populace has a known possibility
of being chosen. In irregular inspecting, every one of the units in a populace have an equivalent
possibility of showing up in the example. In stratified inspecting, the number of inhabitants in
hobby is partitioned into gatherings as per a typical trademark or property, and after that a
likelihood examining is directed inside of every gathering. Range examining includes selecting a
175
likelihood test of geographic regions for the specimen. Amount inspecting varies from different
types of testing in that it is judgmental (or non – likelihood).
In addition review strategies incorporate mail overviews and mail and mail online boards, email
and web studies (online studies), purchaser buy journals, phone studies, PC helped phone
meeting and individual meeting studies, for example, profundity interviews and in – home
meetings. Polls are instruments used to acquire data from respondents and to record perceptions;
they ought to be unprejudiced and objective. Perception routines including ethnographic
strategies that include specialists recording respondents' clear conduct and observing physical
conditions and occasions. Perception may be encouraged by mechanical perception gadget.
The accompanying is experimentation includes keeping up as constants those components that
are identified with or may influence the variables under scrutiny, so that the impacts of the test
variables can be measured. Showcasing experimentation is an arrangement of standards and
methodology as per which the assignment of information social occasion is composed in order to
speed up examination and understanding. In experimentation, an autonomous variable is
controlled and the subsequent changes are measured in a needy variable.
Moreover, examinations may happen in research facility settings, which give most extreme
control over powerful factors,or in field settings, which are favored when advertisers need
experimentation to occur in 'true' situations, for example, with home arrangements and journal
tests.
To apply investigate discoveries to choice – making, advertisers must arrange, examine and
translate their discoveries legitimately. Factual translation is examination of information that
spotlights on what is ordinary or what goes amiss from the normal. In the wake of deciphering
their exploration discoveries, scientists must set up a report of the discoveries that the choice –
creators can utilize and get it. To incorporate is data given by a solitary firm is called single –
source information.
In particular, the promoting data framework (MIS) is ruling all part of business movement in a
brief timeframe. Fundamentally, promoting data framework is a system for the day – to day
overseeing and organizing of data routinely accumulated from sources both inside and outside
the association considered valuable for future choice – making. They may incorporate inward
databases. All the more unmistakably, handling data includes characterizing it and creating
classifications for important stockpiling and recovery. Thus, promoting choice – creators then
figure out which data – the yield – is gainful for settling on showcasing choices. Criticism
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empowers the individuals who are in charge of social event interior and outer information to
change the data inputs systematically.
The other one is development of the web that has propelled a whole industry that is attempting to
make market data effortlessly available to both associations and clients. Actually, organizations
can likewise mine their own particular sites for helpful data, subscribe to online administrations,
and join 'mailing records' that occasionally convey electronic bulletins to their PC screens so
they can take an interest in on – screen examinations with a large number of system clients. Case
in point, SPSS, Statistical Package for the Social Sciences, is the information examination
program most generally utilized by showcasing analysts everywhere throughout the world.
The last step is in the showcasing exploration is get ready and present the last research report – a
standout amongst the most vital periods of promoting examination. Its significance can't be
exaggerated in light of the fact that it is the report, or its presentation, that appropriately conveys
the study results to the customer. At times inquires about not just turn in a composed
examination report to their customer additionally make an oral presentation of the exploration
routines used to lead the study and also the examination discoveries.
All things considered, showcasing administrators and different experts are depending more on
advertising exploration, promoting data and new advances in the reason for settling on better
choices. It is imperative that expert norms are expected to judge the unwavering quality of such
research. As these empower moral and lawful issues connected with information social affair to
be taken care of. It is in high significance that creating advertising examination methodology is
broadly shut to the organization's business sector focus as its planning appropriate "mix" of
item/administration, value, advancement and conveyance framework to meet the needs and
wants of the buyers inside of the objective business sector.
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МАҲСУЛОТЛАРГА БЎЛГАН ТАЛАБНИ ҚИСҚА МУДДАТГА
ПРОГНОЗЛАШТИРИШ
Руслан АБДУЛЛАЕВ
Талабни қисқа муддатга прогнозлаштириш ҳар қандай корхонанинг асосий бошқарув
вазифаларидан бири ҳисобланиб, маҳсулот ва хизматларни ишлаб чиқариш ва сотиш
масалаларини кенг доирада кузатишни назарда тутади. Хатосиз ва тўғри
прогнозлаштириш корхонанинг асосий функционал вазифаларидан келиб чиқиб, ишлаб
чиқариш, логистика, маркетинг, молия бўлинмаларини муваффақиятли фаолият олиб
борилиши, режалаштирилиши, мувофиқлаштирилиши ва назорат этилишининг муҳим
шартларидан биридир.
Мамлакатимизнинг иқлим шароити кескин континентал ҳудудда жойлашганлиги, яъни ёз
мавсумининг иссиқ бўлиши ва қиш мавсумининг эса совуқ келиши, ишлаб чиқариладиган
маҳсулот ёки кўрсатиладиган хизматларга бўлган талабнинг мавсумийлигини ўрганиш ва
қисқа муддатга прогнозлаштиришни мунтазам равишда амалга ошириш корхоналарнинг
келажаги учун жуда муҳим ҳисобланади.
Руслан АБДУЛЛАЕВ, катта ўқитувчи, Кадрларни қайта тайёрлаш ва статистик тадқиқотлар маркази
1-чизма
2010-2015 йиларда чораклик ЯИМ ҳажми
динамикаси, млрд. сўмда (2003 йил нархларида)
Манба: Ўзбекистон Республикаси Статистика
кўмитасининг тезкор маълумотлари асосида
муаллифнинг ҳисоб-китоблари.
2000
3000
4000
5000
6000
7000
I II III IV I II III IV I II III IV I II III IV I II III IV I II
2010 2011 2012 2013 2014 2015
мл
рд
. су
м
178
Мавсумийликнинг мавжудлигига мисол тариқасида, мамлакатимизнинг асосий
макроиқтисодий кўрсаткичи, яъни ялпи ички маҳсулот (ЯИМ) кўрсаткичининг соф
чораклардаги график кўринишида кузатишимиз мумкин (1-чизма).
Ушбу чизмадан маълумки яратилган ЯИМ ҳажми деярли барча йилларда йил бошидан
охиригача ўсиш тенденцияси кузатилиб, кейинги йилнинг дастлабки чорагида кескин
тушиб кетган. Жумладан ЯИМ ҳажми 2014 йил 1-чорагида 4336 млрд. сўмни ташкил
этган бўлса, 2014 йил 4-чорагига келиб 6875 млрд. сўмни ташкил этган ва 2015 йил 1-
чорагига келиб 4567 млрд. сўмгача тушиб кетган. Ушбу кўрсаткич мавсумий хусусиятга
эга бўлиб, дастлабки график таҳлилдан ўсиш тенденциясини кузатишимиз мумкин.
Бундай мавсумий тебранувчи талаб, корхона маҳсулотларига бўлган талабда ҳам ўз
аксини топади.
Корхона ўз маҳсулотларига бўлган талабни келажакка прогноз қилиш вазифасини фақат
корхонанинг бошқарувчиси (менежери) эмас, балки маркетинг ва иқтисодий
режалаштириш бўлимлари томонидан ҳам амалга оширилиши лозим. Маҳсулотларга
бўлган талаб даражаси, унинг таркиби, маълум вақт оралиғида ўзгариши (тебраниши) ўз
навбатида ишлаб чиқаришнинг кенгайиши, инвестицияларнинг жалб этилиши ва корхона
таркибий ўзгаришига олиб келиши мумкин.
Маълум бир давр мобайнида талабнинг ўзгариши жами талабнинг ўсишига ёки
камайишига (тенденцияси), талабнинг мавсумий тебраниши, циклик тебраниши ва
тасодифий ўзгариши, шунингдек, бошқа кўплаб омиллар таъсири натижасида
шаклланади. Кўп ҳолатларда ушбу асосий бўлган 4 та омил қисқа муддатли
прогнозлаштиришда ҳисобга олинади. Маълум бир вақт доирасида прогнозлаштириш
услубиётини ишлаб чиқишда бизнес ва талабнинг таркибий хусусиятларини инобатга
олиш муҳим аҳамиятга эга.
Маҳсулотларни сотишда маркетолог ёки сотиш бўйича менежер товарларни алоҳида
гуруҳларга ажратган ҳолда уларнинг бошқарувини қулай ҳолатга келтиришади. Ушбу
товар гуруҳлари ёки уларнинг айримларига бўлган талаб алоҳида хусусиятга эга бўлади.
Агар талаб доимий ва барқарор бўлса, уларни 4 та асосий таркибий қисмларга ажратиш
мумкин (2-чизмага қаранг):
I. Тренд;
II. Мавсумий тебранишлар;
III. Циклик тебранишлар;
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IV. Тасодифий ўзгаришлар.
I. Тренд II. Мавсумий тебранишлар
III. Циклик тебранишлар
IV. Тасодифий ўзгаришлар
1-чизма. Маҳсулотларга бўлган талабни баҳолашнинг омиллари
Тренд (T) - маҳсулотларни сотишда узоқ муддатли ўзгаришларини ўзида акс эттириб,
аҳоли сонининг ошиши, бозорнинг кенгайиши, истеъмол афзаллиги ўзгариши, маҳсулот
ва кўрсатиладиган хизмат сифати ва бошқа омиллар таъсир кўрсатади.
Мавсумий тебранишлар (S) – маҳсулотларни сотишнинг мунтазам равишда ўзгаришини
(ушбу ҳолатда чораклар мобайнида) акс эттириб, мавсумий хусусиятга эга тебранишлар
ҳисобланади. Масалан, қишлоқ хўжалиги маҳсулотлари, жумлада мева ва сабзовотлар ёки
байрам олди маҳсулотлари кабиларни киритиш мумкин.
Циклик теранишлар (C) - маҳсулотга бўлган талабнинг ўрта муддатдаги яъни 1 йилдан
ортиқ бўлган тўлқинсимон ўзгаришларни ўзида акс эттиради.
3500
4000
4500
5000
5500
6000
6500
I II III IV I II III IV I II III IV I II III IV I II III IV I II
2010 2011 2012 2013 2014 2015
0,6
0,7
0,8
0,9
1
1,1
1,2
1,3
1,4
I II III IV I II III IV I II III IV I II III IV I II III IV I II
2010 2011 2012 2013 2014 2015
0,6
0,7
0,8
0,9
1
1,1
1,2
I II III IV I II III IV I II III IV I II III IV I II III IV I II
2010 2011 2012 2013 2014 2015
0,8
0,9
1
1,1
1,2
1,3
1,4
1,5
1,6
I II III IV I II III IV I II III IV I II III IV I II III IV I II
2010 2011 2012 2013 2014 2015
180
Тасодифий ўзгаришлар (R) – маҳсулотларни сотишда бошқа барча омилларни ўз ичига
қамраб олиб, юқоридаги омиллардан ортиқ қисми тушунилади. Агар динамик қатор тренд,
мавсумий ва циклик тебранишларни етарли даражада ифода этса, қолдиқ қисми
тасодифий ўзгаришларни ўзида акс эттириши зарур.
Прогнозлаштириш амалиётида яхши натижа бериб келаётган усуллардан, доимий ва
ўзгарувчан талабни, яъни бозори чаққон ва тез сотиладиган ҳамда мавсумий хусусиятга
эга бўлган товарларни прогнозлаштиришда динамик қаторларни классик таҳлил қилиш
усули қўлланилиб, маҳсулотларни сотишда юқори аниқликда прогнозлаштириш
имконини беради.
Ушбу усул юқорида келтирилган 4 та қисмларнинг қийматларини кўпайтириш орқали уз
ифодасини топади:
,
Бу ерда, – талаб прогнози (товар ёки пул қийматида), – тренд чизиғи, – мавсумий
ўзгаришлар индекси, - циклик тебранишлар индекси, – тасодифий ўзгаришлар
индекси.
Маркетинг соҳасида маҳсулотларга бўлган талабни динамик қаторларни классик таҳлил
қилиш усули ёрдамида прогнозлаштириш биринчидан, корхона учун энг кам харажат
қилган ҳолда қисқа муддатга (чораклик, бир йилгача) прогноз қилиш имконини беради.
Иккинчидан, маҳсулотларга бўлган қисқа муддатли прогноз кўрсаткичлари асосида
корхона ўз ишлаб чиқаришини режалаштириши, шундан келиб чиққан ҳолда, ишлаб
чиқариш қуввати, ёнлама ишчилар сони, ишлаб чиқаришга харажатлар ва бошқа кўплаб
фаолиятини олдиндан мувофиқлаштириш имкониятига эга бўлади.
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НЕКОТОРЫЕ АСПЕКТЫ ОБСЛЕДОВАНИЯ
ПОТРЕБИТЕЛЬСКОГО РЫНКА ГОСКОМСТАТОМ
СИДДИКОВ* Алишер
Одним из важных аспектов статистических работ является исследование всех
институциональных единиц и различных рынков с целью выявления изменения значений
индикаторов и показателей социально-экономического развития национальной
экономики. Общеизвестно, что для формирования базы данных статистические органы
принимают месячные, квартальные и годовые отчетности. Ими также осуществляются
обследования с использованием различных методов, дополняющих данные
статистической отчетности или те данные, которые нельзя получить по тем или иным
видам документов.
Нормативно-правовой основой статистических работ выступает «Закон о статистике» и
другие нормативные акты Государственного комитета Республики Узбекистан по
статистике, где указаны различные методы обследования, которые применяются при
сборе данных и формирования метаданных.
Необходимо подчеркнуть, что среди различных методов обследования приобрел особое
значение выборочное наблюдение в связи с выходом Указа Президента Республики
Узбекистана №4453 от 16 июля 2012 года «О мерах по кардинальному сокращению
статистической, налоговой, финансовой отчетности, лицензируемых видов деятельности и
разрешительных процедур». На основании, данного указа в целях создания
благоприятного делового климата и обеспечения большей свободы деятельности
субъектов бизнеса, за счёт устранения излишних бюрократических барьеров, сокращено
определенные количества статистической, финансовой, налоговой и других видов
отчётности за счёт их упразднения и объединения дублирующих форм. Сокращение
многих видов статистических форм отчетностей, следовательно, видов информаций,
выступили основой по применению выборочного обследования Госкомстатом, которое
является менее трудоемким и затрата сберегающим.
Следует отметить, что исследования потребительского рынка республики проводимые,
статистическими органами и маркетологами других служб существенно отличаются.
Например, статистическими органами исследуется потребительский рынок для сбора
* Сиддиков Алишер, К.э.н., доц. Заведующий кафедрой «Макроэкономической статистики и
национальных счетов» Центра переподготовки кадров и статистических исследований
182
данных о ценах товаров и услуг для определения одного из важных показателей,
выражающего благосостояние населения - индекса потребительских цен (ИПЦ).
Обследования потребительского рынка статистическими органами отличаются от
маркетинговых исследований строгим охватом всех территориальных единиц (включая
географически отдаленных) регионов, при значительном (утвержденном) количестве и
разнообразии ассортимента товаров и услуг, используемых для формирования
статистических данных и метаданных. Территориальными подразделениями
Государственного Комитета Республики Узбекистан по статистике потребительский
рынок обследуется ежемесячно с целью регистрации цен на продукцию согласно формы
отчетности «1-нарх».
Кроме того, следует подчеркнуть, что количество обследуемых товаров и услуг на
потребительском рынке ежегодно увеличивается. Для расчета индекса потребительских
цен (ИПЦ) перечень обследуемой продукции на потребительском рынке в текущем году
достиг 315 товаров и услуг, при 308 единиц в прошлом году. Сбор информаций о
потребительских ценах и тарифах на товары и услуги на потребительском рынке,
распределяется по товарным группам следующим образом: продовольственным товарам -
90; непродовольственным товарам -164; платным услугам - 61.
На ближайшую перспективу охват обследуемых товаров и услуг на потребительском
рынке Узбекистана расширится в связи разработкой Классификатора индивидуального
потребления по целям, адаптированного к индексу потребительских цен (КИПЦ-ИПЦ) –
(Classification of Individual Consumption by Purpose for construct the Consumer Price index
(COICOP-IPC)), широко внедренный в мировую практику статистических работ.
Другим аспектом расширения охвата по сбору информаций о ценах и тарифах на товары
и услуги на потребительском рынке является усиление Государственным комитетом
Республики Узбекистан по статистике координация деятельности институтов (ВУЗов и
научно-исследовательских центров, частных маркетинговых организаций и
консалтинговых фирм) по разработке статистических методологий и формированию базы
данных. Наряду с координацией деятельности по разработке методологий оценки, анализа
и прогнозирования статистических показателей, очень важным приоритетным
направлением Госкомстата на ближайшую перспективу является обеспечение единства
подходов к сбору информаций о ценах и тарифах на товары и услуги на потребительском
рынке.
Принятие проекта Концепции Республики Узбекистан по открытым государственным
данным (ОГД) на 2016-2020 гг., будет способствовать формированию базы данных и
распространению информации об объеме продаваемых товаров и оказываемых услуг и о
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потребительских ценах и тарифах на товары и услуги отечественного и зарубежного
производства на региональных рынках. Наличие информации об объеме продукций и о
ценах на товары и услуги на потребительском рынке способствует сближению цен на
региональных рынках за счет изменения предложения продукции, что является одним из
главных направлений достижения стабильности и устойчивости национальной экономики.
Также, наличие информации об ассортименте товаров и видов услуг за счет их
пространственного перемещения содействует расширению номенклатуры продукций на
региональных рынках.
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