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Lecture 2
1.
Lecture 2 Marketing
Management
2.
3.
Óäèðäëàãûí øèíæëýõ óõààíû
àðãà ç¿éí ÷óõàë õýðýãë¿¿ð íü ìàðêåòèíãèéí ñóäàëãàà, ìýäýýëýë õî¸ð þì. Çàõ çýýëèéí íºõöºëä õààíà ÿìàð á¿òýýãäýõ¿¿í èõ ýðýëò õýðýãöýýòýé áàéãàà, ¿íý õàíø ÿìàð áàéãààã á¿õ òàëûí ìýäýýëýë àâ÷ ò¿¿íäýý ñóäàëãàà õèéñíèé ¿íäñýí äýýð áèçíåñèéí ¿éë àæèëëàãààã òºëºâëºí ÿâóóëäàã. Ìàðêåòèíãèéí óäèðäëàãûí òóõàé îéëãîëò
4.
Ìàðêåòèíãèéí óäèðäëàãûí òóõàé
îéëãîëò ÇÇ-ä ýçëýõ áàéð ñóóðèéã ºðãºòãºõ Áîðëóóëàëò õèéõ ¯éëäâýðëýã÷ Õóäàëäàí àâàã÷äûí ¿.à-ã çîõèöóóëàõ Ýðýëòèéã ñóäëàõ Õýðýãæ¿¿ëýõ Òºëºâëºõ Çîðèëòûã òîäîðõîéëîõ Ìàðêåòèíãèéí Óäèðäëàãà
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Ìàðêåòèíãèéí óäèðäëàãûí òóõàé
îéëãîëò Ìàðêåòèíãèéí ìåíåæåð¿¿ä çàõ çýýëä ÿìàð ¿éë àæèëëàãààã, ÿìàð õóãàöààíä, ÿìàð áîäëîãî, ÷èãëýëýýð ÿâóóëàõûã ìýðãýæèë ìýäëýãèéí ºíäºð ò¿âøèíä òºñººëæ, øèéäâýð ãàðãàäàã. áàðààíû ìåíåæåð, ñóðòàë÷èëãààíû ìåíåæåð, çàõ çýýëèéí ìåíåæåð, áîðëóóëàëòûí ìåíåæåð … Ìàðêåòèíãèéí Óäèðäëàãûí äýýä øàòíû ìåíåæåð¿¿ä Óäèðäëàãà
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Ìàðêåòèíãèéí óäèðäëàãûí ¿çýë
áàðèìòëàë, áàéãóóëëàãûí ìàðêåòèíã, ò¿¿íèé õºãæëèéí ÷èãëýë, õàíäëàãà Ìàðêåòèíãèéí ñòðàòåãè áîëîâñðóóëàõ /çàõ çýýëèéí õýñýã÷ëýë, çîðèëòîò çàõ çýýë ñîíãîõ áà á¿òýýãäýõ¿¿íèé õ¿ðãýëò/ Ìàðêåòèíãèéí õîëüöèéí øèéä ãàðãàõ /Áàðàà, ¿íý õóâààðèëàëò, èäýâõèæ¿¿ëýëò/ Ìàðêåòèíãèéí òºëºâëºëò, õýðýãæèëò áà õÿíàëò Ìàðêåòèíãèéí øèéäâýð Áàéãóóëëàãà õóäàëäàí àâàã÷èéí øèíæèëãýý Çàõ çýýëèéí áîëîìæèéã ¿íýëýõ Ãàäààä îð÷íû õ¿÷èí ç¿éëèéã ñóäëàõ ªðñºëäºã÷èéí øèíæèëãýý Îëîí óëñûí õ¿÷èí ç¿éëèéã ñóäëàõ Áîðëóóëàëòûí óðüä÷èëñàí òààìàãëàë õèéõ Áóöàõ õîëáîî
12.
Ìàðêåòèíãèéí óäèðäëàãûí ¿çýë
áàðèìòëàë, áàéãóóëëàãûí ìàðêåòèíã, ò¿¿íèé õºãæëèéí ÷èãëýë, õàíäëàãà ¯éëäâýðëýë Ìýäýýëýë õàðèëöàà Ñàíõ¿¿ Ìàðêåòèíã Õ¿íèé íººö Ìàðêåòèíã Ìýäýýëýë õàðèëöàà Ñàíõ¿¿ ¯éëäâýðëýë Õ¿íèé íººö
13.
Ìàðêåòèíãèéí óäèðäëàãûí ¿çýë
áàðèìòëàë, áàéãóóëëàãûí ìàðêåòèíã, ò¿¿íèé õºãæëèéí ÷èãëýë, õàíäëàãà Õýðýãëýã÷ Ñàíõ¿¿ ¯éëäâýðëýë Õ¿íèé íººö Ìàðêåòèíã Ìýäýýëýë õàðèëöàà Õýðýãëýã÷ Ìàðêåòèíã ¯éëäâýðëýë Ñàíõ¿¿ Õ¿íèé íººö Ìýäýýëýë õàðèëöàà À. Á.
14.
Ìàðêåòèíãèéí óäèðäëàãûí ¿çýë
áàðèìòëàë, áàéãóóëëàãûí ìàðêåòèíã, ò¿¿íèé õºãæëèéí ÷èãëýë, õàíäëàãà Áàéãóóëëàãûí õºãæëèéí îð÷èí ¿åèéí ÷èã õàíäëàãà Õàðèëöàí óÿëäààòàé ¿éëäâýðëýëèéí òîãòîëöîîã õºãæ¿¿ëýõ Çîõèîí áàéãóóëàëò á¿òöèéã áîëîâñðîíãóé áîëãîõ ×àíàðûí óäèðäëàãûí òîãòîëöîîã õºãæ¿¿ëýõ Óðàìøóóëëûí òîãòîëöîîã õºãæ¿¿ëýõ Õàìò îëíûã òîãòâîðòîé àæèëëóóëàõ Àæèëëàãñàäûã óäèðäàõ ¿éë àæèëëàãààíä îðëîöóóëàõ Óÿí õàòàí ¿éëäâýðëýë çàõèàëãûí òîãòîëöîî Çàðëàãà, îðëîãî, àøèã, õºðºí㺠îðóóëàëòûí òºâ¿¿ä á¿õèé õàðèóöëàãûí òîãòîëöîî ×àíàð øàëãàëò, ñòàòèñòèê õÿíàëò Àøèã õóâààðèëàëòàä îðîëöóóëàõ Äàõèí ìýðãýø¿¿ëýí áèå äààñàí áàéäëûã õàíãàõ Àæèë òýðýãæëèéí á¿ëýã, ººðñäèéí óäèðäëàãûã á¿ðä¿¿ëýõ
15.
Ìàðêåòèíãèéí óäèðäëàãûí ¿çýë
áàðèìòëàë, áàéãóóëëàãûí ìàðêåòèíã, ò¿¿íèé õºãæëèéí ÷èãëýë, õàíäëàãà Áàéãóóëëàãûí óäèðäëàãà, çîõèîí áàéãóóëàëòûí òºâëºðºëººñ çàéëñõèéæ, àðä÷èëàëûí çàð÷ìûã óäèðäëàãà áîëãîõ Áàéãóóëëàãûí óäèðäëàãà, çîõèîí áàéãóóëàëòûí òºâëºðñºí õýëáýð Çàñãèéí Ãàçðûí òºâëºðºëèéã áóóðóóëæ áèå äààñàí õºãæëèéí õàíäëàãûã äýìæèõ 5 Àëñ õýòèéí áàðèìæààòàé óäèðäëàãà ñòðàòåãèýð áàéãóóëëàãûã õºãæ¿¿ëýõ Áîãèíî õóãàöààíä õºãæèõ ÷èãëýë áàðèìæààãààð áàéãóóëëàãûã óäèðäàõ Óðò óäààí õóãàöààãààð õºãæèõ ÷èãëýë áàðèìæààëñàí ¿ð ä¿íã ãîëëîõ 4 Äýëõèé íèéòèéí õºãæëèéí õàíäëàãààð õºãæèõ Óëñ îðíîî õºãæ¿¿ëýõ ÿâöóó õàíäëàãààð õºãæèõ ªºðèé㺺 òýòãýõ ýäèéí çàñãèéí õ¿ðýýíýýñ àíãèæèð÷ äýëõèéí ýäèéí çàñãèéí õàðèëöààíû ñàëøã¿é õýñýã áîëæ ººð÷ëºãäºõ 3 Îþóíû ÷àäàâõèéã èë¿¿òýé ¿çýõ Òåõíîëîãèéã ò¿ëõýõ õ¿÷ áîëãîí õýðýãëýõ ªíäºð òåõíîëîãèéã õ¿íèé èäýâõèòýé ¿éë àæèëëàãààòàé õîñëóóëàõ 2 Ìýäëýã, ìýäýýëëèéí õ¿ðýý òýëýõ Àæ ¿éëäâýðèéí íèéãýì Ìýäýýëëèéí óðñãàëûí õóðä, òîãòîëöîîãîîð ýäèéí çàñàã òîäîðõîéëîãäîíî. 1 Èðýýä¿éä õ¿ðýõ ò¿âøèí ªíººãèéí õ¿ðñýí ò¿âøèí ªºð÷ëºãäºõ ÷èã õàíäëàãà Õºãæëèéí àãóóëãà ¹
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Ìàðêåòèíãèéí óäèðäëàãûí á¿òýö,
òîãòîëöîî, ¿¿ðýã Ìàðêåòèíãèéí ñèñòåì Øèíæëýõ óõààíû îíîâ÷òîé çàð÷èì ÇÇ-ã àæèë àìüäðàëä õýðýãæ¿¿ëýõ çàð÷èì Òåõíèê Òåõíîëîãèéí àðãà
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Ìàðêåòèíãèéí óäèðäëàãûí á¿òýö,
òîãòîëöîî, ¿¿ðýã ªðñºëäºã÷ Õýðýãëýã÷ ¯éëäâýðëýã÷ Ìàðêåòèíãèéí ãóðâàëæèí Çàõ çýýëèéí ºðñºë人íä ÿëàõûí òóëä òºð, áèçíåñèéí áîëîí áèçíåñèéí áóñ áàéãóóëëàãà, ºðõ ãýð, õóâü õ¿ì¿¿ñ íü áàðàà, ¿éë÷èëãýýíèé ¿çýë áàðèìòëàë, ¿íèéí áîäëîãî, çàõ çýýëèéí áàãòààìæ, ºðñºë人íèé øèíæ òºëºâ, ýðýëò íèéë¿¿ëýëòèéí øèíæ, ìýäðýìæ, õóâààðèëàëòûí ñóâàã, ò¿¿íèé ñîíãîëò, èäýâõèæ¿¿ëýëòèéí àðãà çýðýã ìàðêåòèíãèéí óäèðäëàãûí ¿íäñýí àñóóäëóóäûã çºâ øèéäâýðëýõ íü çàõ çýýëä àìæèëò îëîõûí ¿íäýñ áîëäîã.
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