Святненко В.Ю. Промисловий маркетинг
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Ðîçä³ë 5. Ñèñòåìà ìàðêåòèíãîâèõ äîñë³äæåíü òà ³íôîðìàö³¿
íà ïðîìèñëîâîìó ðèíêó ................................................ 62
5.1. Ñóòü, ñòðóêòóðà ³ îñíîâí³ îáºêòè ìàðêåòèíãîâèõ
äîñë³äæåíü ................................................................... 62
5.2. Åòàïè ³ ìåòîäè ìàðêåòèíãîâèõ äîñë³äæåíü ........................ 70
5.3. Ñóòí³ñòü, âèäè ³ ñèñòåìà ìàðêåòèíãîâî¿ ³íôîðìàö³¿ ............ 74
5.4. Äæåðåëà ³ ìåòîäè çáèðàííÿ ìàðêåòèíãîâî¿ ³íôîðìàö³¿ ....... 77
Ðîçä³ë 6. Òîâàðè âèðîáíè÷îãî ïðèçíà÷åííÿ ³ ìàðêåòèíãîâà
òîâàðíà ïîë³òèêà .......................................................... 81
6.1. Ñóòí³ñòü ³ êëàñèô³êàö³ÿ òîâàð³â âèðîáíè÷îãî
ïðèçíà÷åííÿ.................................................................. 81
6.2. Êîíöåïö³ÿ æèòòºâîãî öèêëó òîâàðó.................................. 87
6.3. Ñóòí³ñòü, ñòðóêòóðà ³ ôîðìóâàííÿ ìàðêåòèíãîâî¿
òîâàðíî¿ ïîë³òèêè .......................................................... 92
6.4. Ôîðìóâàííÿ òîâàðíîãî àñîðòèìåíòó ................................ 95
6.5. Ñóòí³ñòü, ñòðóêòóðà ³ íàïðÿìêè ðîçøèðåííÿ
òîâàðíîãî àñîðòèìåíòó ................................................... 97
6.6. Ñåðâ³ñ ó ñèñòåì³ òîâàðíî¿ ïîë³òèêè ................................ 101
Ðîçä³ë 7. Ïëàíóâàííÿ íîâî¿ ïðîäóêö³¿ ³ ðîçðîáêà òîâàðó ............. 105
7.1. Ñóòí³ñòü, âèäè ³ ð³âí³ íîâèõ âèðîá³â .............................. 105
7.2. Ïåðåäóìîâè ñòâîðåííÿ ³ îñâîºííÿ íîâèõ òîâàð³â
âèðîáíè÷îãî ïðèçíà÷åííÿ ............................................. 108
7.3. Ïëàíóâàííÿ íîâèõ òîâàð³â ............................................ 115
7.4. Ðîëü ñëóæáè ìàðêåòèíãó ïðè ðîçðîáö³
íîâîãî òîâàðó .............................................................. 125
Ðîçä³ë 8. ßê³ñòü ³ êîíêóðåíòîñïðîìîæí³ñòü òîâàð³â
âèðîáíè÷îãî ïðèçíà÷åííÿ ............................................ 130
8.1. Ñóòí³ñòü ÿêîñò³ ïðîìèñëîâî¿ ïðîäóêö³¿ ³ ôàêòîðè,
ùî âïëèâàþòü íà íå¿ .................................................... 130
8.2. Ïîêàçíèêè ÿêîñò³ ïðîìèñëîâî¿ ïðîäóêö³¿ ³ ìåòîäè
¿õ ðîçðàõóíêó ............................................................. 134
8.3. Îö³íþâàííÿ ð³âíÿ ÿêîñò³ ïðîìèñëîâî¿ ïðîäóêö³¿ ............. 138
8.4. Ñóòí³ñòü êîíêóðåíòîñïðîìîæíîñò³ ïðîäóêö³¿
³ ìåòîäè÷í³ ï³äõîäè äî ¿¿ îö³íþâàííÿ ............................. 142
8.5. Ñòàíäàðòèçàö³ÿ ³ ñåðòèô³êàö³ÿ â ñèñòåì³ çàáåçïå÷åííÿ
ÿêîñò³ òà êîíêóðåíòîñïðîìîæíîñò³ ................................. 152
Ðîçä³ë 9. Ö³íîóòâîðåííÿ íà ïðîìèñëîâîìó ðèíêó ........................ 165
9.1. Ñóòü, ôàêòîðè òà åòàïè ö³íîóòâîðåííÿ ........................... 165
9.2. Ïîë³òèêà ³ ìåòîäè ö³íîóòâîðåííÿ íà ïðîìèñëîâîìó
ðèíêó ......................................................................... 170
9.3. Îñíîâí³ ö³íîâ³ ñòðàòå㳿 ïðîìèñëîâèõ ï³äïðèºìñòâ .......... 181
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Ðîçä³ë 10. Ðîçïîä³ë ³ ïåðåì³ùåííÿ òîâàð³â âèðîáíè÷îãî
ïðèçíà÷åííÿ ............................................................... 187
10.1. Ñóòí³ñòü, ôóíêö³¿ ³ òèïè êàíàë³â ðîçïîä³ëó òîâàð³â
âèðîáíè÷îãî ïðèçíà÷åííÿ ............................................. 187
10.2. Êëàñèô³êàö³ÿ ³ õàðàêòåðèñòèêà ïîñåðåäíèê³â
ïðîìèñëîâîãî ðèíêó .................................................... 194
10.3. Ìàðêåòèíãîâà ïîë³òèêà ðîçïîä³ëó òîâàð³â
âèðîáíè÷îãî ïðèçíà÷åííÿ ............................................. 201
Ðîçä³ë 11. Ñèñòåìà ìàðêåòèíãîâèõ êîìóí³êàö³é ó ïðîìèñëîâîìó
ìàðêåòèíãó ................................................................ 212
11.1. Ñóòü, âèäè ³ åòàïè ïðîñóâàííÿ ïðîìèñëîâèõ òîâàð³â
íà ðèíîê..................................................................... 212
11.2. Îñîáëèâîñò³ ñòèìóëþâàííÿ
çáóòó òîâàð³â âèðîáíè÷îãî ïðèçíà÷åííÿ ......................... 216
11.3. Îñîáèñòèé ïðîäàæ òîâàð³â âèðîáíè÷îãî ïðèçíà÷åííÿ ...... 220
11.4. Ö³ë³, ôóíêö³¿ ³ çàñîáè ðîçïîâñþäæåííÿ ðåêëàìè
íà ïðîìèñëîâîìó ðèíêó................................................ 223
Ðîçä³ë 12. Óïðàâë³ííÿ ìàðêåòèíãîâîþ ä³ÿëüí³ñòþ ïðîìèñëîâîãî
ï³äïðèºìñòâà ............................................................. 228
12.1. Ñóòí³ñòü ³ çàâäàííÿ óïðàâë³ííÿ ìàðêåòèíãîì
íà ïðîìèñëîâîìó ï³äïðèºìñòâ³ ...................................... 228
12.2. Ôóíêö³¿ ³ âèäè îðãàí³çàö³éíèõ ñòðóêòóð
ñëóæáè ìàðêåòèíãó ...................................................... 229
12.3. Ñóòí³ñòü, ïðèíöèïè ³ çàâäàííÿ ïëàíóâàííÿ
â ìàðêåòèíãó ............................................................... 235
12.4. Ìåòà, òèïè ³ ñèñòåìè êîíòðîëþ ìàðêåòèíãîâî¿
ä³ÿëüíîñò³ ................................................................... 236
Äîäàòêè .................................................................................... 240
Ñïèñîê âèêîðèñòàíî¿ òà ðåêîìåíäîâàíî¿ ë³òåðàòóðè .................... 257
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Íàâ÷àëüíå âèäàííÿ
Ñâÿòíåíêî ³êòîð³ÿ Þð³¿âíà
ÏÐÎÌÈÑËÎÂÈÉ ÌÀÐÊÅÒÈÍÃ
Íàâ÷àëüíèé ïîñ³áíèê
Educational edition
Sviatnenko, Victoria Yu.
INDUSTRIAL MARKETING
Educational manual
Ðåäàêòîð Î. ². Ìàºâñüêà
Êîðåêòîðè Â. Â. Æèãóí, Ò. Ê. Âàëèöüêà
Êîìïþòåðíà âåðñòêà À. Â. Öåáðåíêî
Îôîðìëåííÿ îáêëàäèíêè Â. Á. Âàöêîâñüêèé
Ðåºñòðàö³éíå ñâ³äîöòâî ÄÊ ¹ 8 â³ä 23.02.2000
ϳäï. äî äðóêó 20.08.01. Ôîðìàò 60
×
84/
16
. Ïàï³ð îôñåòíèé. Äðóê îôñåòíèé.
Óì. äðóê. àðê. 15,4. Îáë.-âèä. àðê. 14,5. Òèðàæ 3000 ïð. Çàì. ¹ 1-55
̳æðåã³îíàëüíà Àêàäåì³ÿ óïðàâë³ííÿ ïåðñîíàëîì (ÌÀÓÏ)
03039 Êè¿â-39, âóë. Ôðîìåò³âñüêà, 2, ÌÀÓÏ
Çàêðèòå àêö³îíåðíå òîâàðèñòâî ²ÏÎË
03151 Êè¿â, âóë. Âîëèíñüêà, 60
The manual considers the essence, prerequisetes, principles, tasks, structure, ob-
jects and features of the industrial marketing. The factors promoting the rise of in-
dustrial enterprises business activity in the conditions of industrial market func-
tioning are analyzed. The author suggests approachaes to the forming of the com-
panys commodity policy, choice of corresponding intial product and services preze
definition, definition of an optimal distribution channal. Theoretical clauses nad
outcomes are supplied with official statistic data, graphs, charts and diagrams. This
promotes a quick perception and comprehansion of the industial market basic theses
and concepts.
For students, teachers, scientists and experts dealing with marketing activity in
industrial markets.