Bazat e Marketingut

Bazat e Marketingut
'/so|e nuk nooon oer|sa oener sn|r|a´.
Ky |eks|on permban:
1. Pe(|ul|z|r| | ra(|el|rdul
2. T(edjel: |orsuralo(: o|zres - o|zres: ceve(|la(: rde(|oroela(.
3. Vjed|s| | ra(|el|rdul: |or|u((erca: le|ro|odj|a: e|oror|a: rjed|s| ||djo( dre po||l||: |u|lu(a:
1. Va((ja e |rlo(rac|or|l pe( l(edjel dre rjed|s|r: s|sremer e |nlormao|on|r re marker|nour.
sruo|m| marker|no. oaraoase.
5. 0oje|l|val:
ê. 3l(aledj|le:
Z. Veraxr|r| | |||erleve: /na||z|m| | k||enreve. kenaoes|a e k||enr|r. snero|m| | k||enr|r
-ektivat e Ieksionit
Te srpjedor| aspe|lel e rd(vsrre le pe(|ul|z|r|l le ra(|el|rdul:
Te srpjedor| (erdes|re e ra(|el|rdul:
Te pe(sr|(uar| l|pel |(veso(e le l(edjeve dre (erdes|re e lv(e:
Te |derl|l||or| dre le pe(sr|(uar| e|ererlel e rjed|s|l le ra(|el|rdul:
Te oer| da|||r|r r|d|s s|slereve |rlo(ral||e le ra(|el|rdul dre slud|r|l le ra(|el|rdul:
Te |derl|l||or| dre le |uplor| ooje|l|val udrerecese le |orpar|se:
Te pe(sr|(uar| |orcepl|r e l(edl|r|l le posacer dre avarlazrel e pe(do(|r|l le |esaj
sl(aledj|e:
Te d|s|ulor| (erdes|re e p(od(areve le sre(o|r|l le |||erl|l dre s| durel le adr|r|sl(orer
alo:
!erkufizimi i Marketingut
$a re oerlsn|re |em| ne marker|no? - | djerdel |udo
Ku( o|ejre ((ooa le (eja:
Ku( sror|r (e||ara re lv apo dazela:
Ku( lu(dor| ra sje|| roo||jel re srlep|:
Ku( ra ol(ojre rje rosle( |(er| apo co|o||ale:
Ku( ra oejre zo(|lje |u( o|ejre ra||rer:
Ku( ra ar|elojre. s| | srperzojre le a(dru(al lora
Marketing - pe(ca|l|r| | |e(|esave dre | desr|(ave le l(edjeve. re svr|r|r ce p(odu|lel
le rurd le zrv|||orer. le v|e(esorer. le (e||arorer dre le srpe(rdarer re |elo l(edje.
re rerv(e ce le |eracer revojal dre desr|(al e l(edul. s| dre ooje|l|val e o(dar|zales.
!erkufizimi i Marketingut
omoan|re lokusonen ne.
Pe(ca|l|r|r e revojave dre desr|(ave le l(edjeve ce svrojre:
V||s|r e ra(|el|rdul ce rer|uplor p(odu|l. cr|r. p(oroc|or dre srpe(rda(je:
Vo|edrjer e |rlo(rac|or|l ro| l(edjel dre rjed|s|r re le c|||r do ope(ojre:
\erdosjer e ooje|l|vave dre zrv||||r|r e sl(aledj|ve:
Veraxr|r|r e su|sessrer le |||erleve le lv(e:
e mesuan kerkesar one oesn|rar e k||enreve rane ooreno|a|e one reaouam noa| ryre. T´|
oerkusnronesn|m zoark|m|r ne rreoun e oaouar muno re rezu|ronre lara|e oer komoan|ne
rone´.
eou k||enreve are oe ouan´.
ranas orooukreve rreoronen one snero|mer. 80 / e S0P ne $n.3./. oer oener noa
snero|mer (veor|me oankare. s|our|me. ars|m. snenoeres|. konsu|enoe. er|j.
80/ e venoeve re ounes o|enoen ne sekrorer e snero|meve.
#endesia e marketingut
$a | renoes|snem esnre marker|nou?
@do |orpar| ardazrorel re ra(|el|rd:
Koslo e ra(|el|rdul ze pjese le radre re |oslor l|ra|e:
0(ejlo(el e pe(dj|lrsrer po srperzojre dj|lrrje e re srure |ore re ra(|el|rd:
Fo|us| re | radr re ra(|el|rd rurd le pe(r|(esoje l|l|rel e |orpar|se:
0j|lrrje e re srure d(ejlo(el e ra(|el|rdul po oerer 0P:
Va(|el|rdu esrle rje ce|es | su|sessrer pe( le sr|lu( re su|ses jasrle verd|l
p(odu|lel dre sre(o|rel::
Nda pe(spe|l|va e purera((es|l. ra(|el|rdu ol(or |a((|e(a p|ol sl|da pe( rje(ez|l
erluz|asle dre purelo(e.
%reget kryesore
7regu konsumator pe(oerel rda |rd|v|del dre lar||ja(el ce o|ejre p(odu|le dre
sre(o|re.
Vadres|a e l(edul - popu||s| dre rure( lar||jesr:
3r|a||a e ((|ljes se popu||s|se:
0erod(al|a e popu||s|se: pe(cerd(|r| | popu||s|se. d(up -rosral. dj|r|a. edu||r|:
lderl|l|||r | popu||s|se s|pas le a(dru(ave:
lderl|l|||r| | o|zreseve le se rjejles ralv(e pe( 1000 oaro(e:
lderl|l|||r| s|pas la|lo(eve ps||o|odj||e:
lderl|l|||r| s|pas la|lo(el soc|o|odj||e:
akrorer os|ko|oo||ke - rd||ojr re cla(e. pse dre s| o|ejre |rd|v|del. p(a lo|usorer le|
|rd|v|d|
Ves|m| - rdodr |u( ra((|r |rlo(rac|ore. du|e |(|jua( re pas p(ele(erca dre za|ore.
3l(aledj|le e p(oroc|or|l durel le |uplojre p(oces|r pe(res le c|||l resojre |orsuralo(el.
Peroeor|m| u (ele(orel rode|eve apo sl|rujve rdaj le c||eve jer| le e|spozua( pe( le
lo(rua( rjed|s|r lore ((elrues l|z|| dre s| u pe(dj|djer| alv(e.
Vor|ver - |are le oejre re revojal lora:
%reget kryesore
%reget kryesore
7regu konsumator.
.akrorer os|ko|oo||ke
0enor|mer pe(lsr|jre ((uder lore le vazrduesrre le vep(|r|l d(ejl rje ooje|l| ose |deje
le drere. Va(|el|rdu durel le d|je c||al jare cerd(|rel e |orsuralo(eve |urd(ejl
p(odu|leve. ra(|ave dre |orpar|ve le lv(e.
onoeor| ver|ak pe(oerel rda:
lrazr| velja|:- rerv(a s| e sror|r veler:
lrazr| |dea| - rerv(a s| do dor|r le |sr|r:
\elja re pascv(e - rerv(a s| oesojre ra sror|r le lje(el:
\elvelja (ea|e - rerv(a s| jer| ve(lel
Va(|el|rdu durel le pe(pulre. pe(res p(oje|l|r|l le p(odu|l|l. cr|r|l. (e||ares. pa|el|r|l
elj |razr|r e p(odu|l|l le lv(e re |razr|r velja| le |orsuralo(|l.
%reget kryesore
7regu konsumator.
akrorer soo|o|oo||ke - | |ors|de(ojre |rd|v|del s| d(upe sroce(o(e dre |e(|ojre le
pa(aces|r va(|ao|al ce rd||ojre re cla(e. pse dre s| |orsuralo(el o|ejre ra||(a dre
sre(o|re.
Sruoer e relerenoes -jare d(upe le c||ave u pe(|as|r |rd|v|del ose ce do dor|r l'u
pe(||sr|r.
am|||a - esrle d(up| re | (erdes|srer | (ele(erces. ce rd||or re cerd(|rel.
oes|rel dre le vep(|rel e a(drsrre.
u|rura esrle rerv(e e resua( jelese ce sroce(|a e l(asredor rda rje o(ez le| ljel(|.
Ku|lu(a pe(oerel rda oes|re. v|e(a. za|ore dre ((edu||a le pe(oasr|la.
enku|rurar jare d(upe ce |are e|ererle le |u|lu(es se radre po( ce |derl|l||orer rda
rda |derl|lel| (aco( dre lela(.
$rrukrura e snrreses soo|a|e - r|e(a(||a soc|a|e ce e|z|slor re rje verd.
%reget kryesore
7regu konsumator.
P(oces| repe( le c|||r |a|ojre rje(ez|l |u( o|ejre:
la rde(djedjesorer pe( rje p(oo|er ce rurd le zdj|drel du|e o|e(e:
Ke(|ojre |rlo(rac|or pe( a|le(ral|val e zdj|drjeve. pe(lsr|(e p(odu|lel. sre(o|rel dre
sr|les|l e lv(e:
P(odu|lel ose sre(o|rel dre sr|les|l v|e(esorer re oaze le |(|le(eve le (erdes|srre
pe( |orsuralo(|r s| cr|r|. c||es|a. jeledjales|a. sr|ja. |ora e do(ez|r|l.. elj.
Va((|r verd|r|r e o|e(jes pe( le pe(lsr|(e p(odu|l|r ose sre(o|r|r e vecarle dre
sr|les|r rda | c||| do le o||rel a(l||u|||.
Pas o|e(jes v|e(esojre p(odu|l|r ose sre(o|r|r dre sr|les|r. Rezu|lalel e rurdsrre
pe(lsr|jre le ceru(|l | |eracu( ose | pa|eracu( ose pe(jel|r| | rosp(ar|r|l. p(a |are
oe(e rje o|e(je le |ece.
%reget kryesore
%reget kryesore
7regu biznes - biznes
3|sler| | ||as|l|||r|l le |rdusl(|ve - pe(do(el pe( le |derl|l||ua( |||erlel polerc|a|e ce
rurd le jere le |rle(esua( pe( le o|e(e ale ce |orpar|a srel.
Va(|el|rdu durel le |uploje da|||rel re rerv(al e o|e(jes se ra||(ave dre
sre(o|reve r|d|s |orsuralo(eve dre o(dar|zalave - sas|a. el|cerca. p(odu|l|v|lel|
dre |oslo |rol|vel |odj||e):
P(oces| | o|e(jes esrle re | djale dre re | rde(|||ua(:
0elv(a le (eja - verd|re o|e(je pe( re(e le pa(e. le(es|srl le (eja le o(dar|zalave ce
|e(|ojre ro|edrjer dre v|e(es|r|r e rje sas|e le radre |rlo(rac|or|.
R|o|e(je e pasle( - s|luale (ul|re o|e(je e o(dar|zalave ce |e(|ojre pa| ose aspa|
|ore dre pe(pje|je pe( la oe(e:
R|o|e(je e rod|l||ua( - verd|r | o|e(jes | o(dar|zalave. ce pe(lsr|r srcv(l|r|r e
lu(r|zuesve le rd(vsrer pe( rje a(l||u|| ce re pa(e esrle o|e(e ro| oazal e (|o|e(jes
se pasle(.
%reget kryesore
7regu qeveritar
Pe(lsr|r o|e(jel e ceve(|ve verdo(e dre srlele(o(e le ra||(ave dre sre(o|reve
0eve(|le o|ejre re dare le dje(e p(odu|lesr dre sre(o|resr rda |arce|a(|le dre
usrc|rel de(| le| paj|rel usrla(a|e dre sre(o|re slud|r|:
Va(|el|rdu durel le |uploje p(ocedu(al e o|e(jes dre s| rd(vsrojre alo |u( o||rer
a(l||uj slarda(d dre a(l||uj le vecarle |ae(op|are |ulle):
8|e(jel e ceve(|se oerer re p(ocedu(a l(arspa(erle pe( puo|||ur:
8u(o|(ac|a dre rur(| | do|urerlave ce durer esrle | radr.
7regu nderkombetar
T(edje pe( p(odu|le dre sre(o|re ce e|z|slojre re verdel e ruaja
Rerdes|re s| l(ed e pe(ca|lojre popu||s|a dre le a(dru(al:
0eve(|le e verdeve srperzojre srura le redra pe( le rd|rrua( |orpar|le ce le
oejre |orpar|le le oejre ra(|el|rd pe( p(odu|lel dre sre(o|rel e lv(e jasrle verd|l
ose ce le zdje(ojre a|l|v|lelel e lv(e e|z|sluese.
Medisi i marketingut
Mjedisi i marketingut - pe(oerel rda |or|u((erca. le|ro|odj|a. e|oror|a. arojerl| ||djo(
e po||l||. dre |u|lu(a.
Konkurrenca
p(od(arel e |rle||djerces se |or|u((erl|l |lK) sre(oejre pe( le ror|lo(ua(
|or|u((erlel: |srerouj le Nul(a 3Weel & Jorrsor ard Jorrsor 3uc(a|ose: lole|el Va((|oll):
lderl|l|||r| | |or|u((erl|l - |or|u((erlel ||de( re |rdusl(|. |or|u((erlel e ruaj:
lrlo(rac|or| ce durel le d|spororel pe( |or|u((erlel:: sl(aledj|le. cr|rel. p||al e
lo(la dre le doola: ooje|l|val. º e l(edul. p|are pe( p(odu|le le (eja.
Te |derl|l||orer ((udel pe( la ro|edr |rlo(rac|or|r - le ro(a|srre dre ||djo(e.
7eknologjia - | (ele(orel zrv||||r|l le p(odu|leve dre p(oceseve le (eja.
F|(ral durel le ror|lo(ojre arojerl|r le|ro|odj|| pe( le cere re rje rap re p(odu|lel
dre p(ocesel e (eja ce po zrv|||orer:
Ka l(e a|le(ral|va pe( l'u pe(srlal l|(ral re le|ro|odj|re e (e:
1. Korpar|a le ros oeje asdje:
2. Te pe(p|cel le pe(r|(esoje p(odu|l|r apo p(oces|r e|z|slues:
3. Vurd le adoploje le|oro|odj|re e (e
Medisi i marketingut
Ekonomia
Va(|el|rdu durel le |ele rjoru(| ro| djerdjer e e|oror|se. p(a ro|:
00P:
T(erd|r e e|oror|se:
lrl|ac|or|r dre del|ac|or|r:
Verv(er s| srpe(rdarer le a(dru(al:
Mjedisi ligjor dhe politik
Va(|el|rdu durel le rjore ||djel ce ||drer:
Ve ro(oljer e |orsuralo(|l:
Ve p(a|l||al e pad(ejla |or|u(uese
Kultura pe(ca|lorel rda djura. leja. za|orel. ra((drer|el. a(s|r|. pura. cerd(|rel rdaj
|ores.
|Coca -Co|a re K|re - |alsro |a(ver p(ej dv|||):
|T(edla(el ce oejre o|zres re verdel a(aoe)
Marra e informacionit
per treget dhe medisin
$istemet informatike te marketingut l$lM} - s|slere ce ror|lo(ojre vazrd|r|srl
pe(res pe(do(|r|l le s|slereve le |rlo(rac|or|l l(edur. |or|u((ercer. |||erlel. p(odu|lel
dre vep(|rla(|le e ra(|el|rdul le rje |orpar|e pe( le ev|derlua( p(oo|erel:
nformac|on| paresor eshte |nformac|on | kompan|se;
nformac|on| dytesor eshte | bere nga d|kush jashte kompan|se qe e perdor.
%ipi inform Vendodha e -rendshme Vendodha e ashtme
ytesor Te drera dre (apo(le l|rarc|a(e:
Rapo(le vep(|rla(|sr
Rapo(le le le| le sr|lesve
8ol|re pe(|od||e:8u|el|re |rloral|ve:
Rapo(le le puo|||ua(a: Rapo(le le
d(upeve le o|zres|l: :L|o(a. udrez|re
erc|||oped|:Varua|e. oaza le drerasr:
o(dar|zala
!aresor 3lud|re le |e(||r|l ra(|el|rd:
3r|les|l dre purorjes le lje(e le |orp
8azal e le drerave le ra(|el|rdul
E|spoz|la dre para|(e:
Korverla dre ro|edrje
djers|le e (e||arave
Kara|el e srpe(rda(jes se |orpar|ve
8azal e le drerave le ra(|el|rdul
Marra e informacionit
per treget dhe medisin
3rerou|| Va(v Kev: |rlo(rac|or| ce dorle pe( Eu(oper:
Te drera le |rdusl(|se. vecar(|srl sr|ljel dre lerdercal e |aledo(|ve le p(odu|l|l:
0erd(|rel. |rle(esal dre sl||el e jeles se d(ave eu(op|are:
Te drera ro| popu||s|re dre le a(dru(al:
lrlo(rac|ore |u|lu(o(e. soc|a|e dre e|oror||e pe( verdel eu(op|are:
Pe(cepl|r|r e d(ave eu(op|are pe( p(odu|lel dre srarcel e |a((|e(es:
3rarcel e pures|r|l le d(ave:
Pe(do(|r|r e p(odu|leve le |ujdes|l le |e|u(es dre l(u|ul le d(ave:
spe|lel ||djo(e le sr|ljes d|(e|le re Eu(ope:
lrlo(rac|ore l|rarc|a(e d|lo(e. pe(lsr|(e le a(dru(al dre srperz|rel.
$ raporton rregu|||sht se sa m|re po ecen f|rma;
shqyrton var|ab|a te t|||e te performances s| te ardhurat, f|t|met, perq|ndjen e tregut
etj
Kur $ zbu|on prob|eme v|het ne vepr|m stud|m| market|ng per te gjetur arsyet.
a|||m| ndermjet $ dhe stud|m|t te market|ngut:
$ fokusohet tek mjed|s|; $tud|m| market|ng fokusohet tek performanca e
market|ngut;
$ s|guron |nformac|one rregu|||sht; $tud|m| market|ngut kur nevoj|tet;
$ fokusohet tek 6fare; $tud|m| market|ng tek !se;
!erdor|m| | $ | parapr|n stud|m|t te market|ngut
Marra e informacionit
per treget dhe medisin
$ruo|m| | marker|nour
P(oces pe(res le c|||l o|zres| paj|sel re |rlo(rac|or re rerv(e ce le re((er verd|re
ra(|el|rdu le l(vlsrre |(asl| | rje dele(djerl|. c||es|a |a oe(e ce sr|ljel le o|er 20º)
Peroakr|m| | oroo|em|r esrle srure | (erdes|srer. re se a| ru| pe(ca|lorel re sa|les|
(ezu|lal| rurd le jele sr|ale((ues ose do le ra(xrorel |ore dre pa(a |ol.
ler|m| marker|no |(|j|r| | d|sa |deve pe( ale ce po |(|jor p(oo|er|r:
l|ooreza srpjed|re e|spe(|rerla|e ||de) pe( ale ce po |(|jor p(oo|er|r:
Pro|ekr|m| | sruo|m|r re nu|umr|m|r p|ar | delajua( pe( le p(ovua( r|polezer ce pe(lsr|r dv
aspe|le |(veso(e. p|ar|l|||r|r e |arp|oreve dre ro|edrjer e le drerave.
/na||za e re onenave pe(lurd|rel |(veso(e le slud|r|l pe(lsr|rer re laoe|a:
Marra e informacionit
per treget dhe medisin
Marra e informacionit
per treget dhe medisin
azat e te dhenave l0A7AA$E}
azat e te dhenave - jane magaz|na |nformac|on| qe kompan|te kane per k||entet e
tyre |nd|v|dua|e.
nformac|onet baze qe duhet te gjenden per k||entet aktua|e jane: emr|, adresa,
numr| | te|;
produktet qe b|ejne; v|erat e b|erjes se tyre dhe ne se b|erja eshte reag|m ndaj nje
produkt| promoc|ona|;
ates|t kyc te v|eres se konsumator|t:
1. b|erja e fund|t;
2. shpeshtes|a;
3. $as|a tota|e e b|erjeve
Pero|no|a e ku|eres pe(c|rdja e srperz|reve le |||erl|l pe( rje p(odu|l ose sre(o|r ce
re((el rda rje p(odu|l ose sre(o|r | ca|lua( | |orpar|se:
Varreonen|e marker|ou zrv||||r| | ra((edrer|eve alaldjala dre l|l|rp(u(ese re |||erlel:
3rerouj le (erdes|se se oazes se le drerave.
· Nje dvcar ou((asr zou|o| se ||srle lep(|ce le |oslureve re rase 12. reraxre(| u le| le dj|lre
|||erleve le c||el e(drer o|ere rje ose re srure:
· Lard Rove( |derl|l||o| 1000 p(ora(e le |esaj ra||re dre | llo| re rje ro(erje le vecarle
ra(|el|rdu. u sr|ler 1000 ra||ra re cr|r res 52. 000 S du|e ra((e 152.000 S l|l|r
-ektivat e marketingut
bjektivat e marketingut - jane qe|||me apo syn|me qe kompan|a dhe vepr|mtar|te e
saj te market|ngut vendos|n dhe perp|qen te arr|jne.
|sa nga objekt|vat e market|ngut jane:
Marzhi i fitimit f|t|m| mb| te ardhurat;
itimi mbi asetet - f|t|m| | kompan|se | asetet e perdorura per te nxjerre kete
f|t|m;
itimi mbi kapitalin aksionar
Perqindje tregu
0|sa ooje|l|va le lje(a le ra(|el|rdul jare:
#eoukr|m| | snoenz|meve re sn|r|eve.
/rr|r|e e n|e kosro re oakruar oer sn|r|e.
Te u|er mesarar|a e kones se oorez|m|r rek k||enr| oer o|re.
&||a e kosrove re |nvenrar|r.
¾ e |exuesve re oazere ouner re ku|ro|ne rek|amen e komoan|se. er|
0oje|l|val durel le jere re pe(pulrje re ou(|rel e |orpar|se.
0oje|l|val e ra(|el|rdul le |orpar|se durel le oasr|erdj|ler re r(.
$trategite e marketingut
$trategjite - jane rruget qe perdor kompan|a per te arr|tur objekt|vat.
0|sa srerouj le sl(aledj|ve le |orpar|ve le redra:
0e|| Corpule(s - srlvu |orl|du(|r|r l|ra| le |orpjule(ave pe(sora|e de(|sa |||erlel le jepr|r
srerja cla(e dor|r. Korpar|a do vazrdoje le pe(do(e sr|ljel e d(ejlpe(d(ejla re verd le
l(edl|r|l re dvcar. R(|lja e |orpar|se do le jele e o(erdsrre se sa du|e o|e(e l|(ra le lje(a:
8oe|rd do le ol(oje re srure sre(o|re dre do le |e(|oje le ((|se º e o|zres|l rapes|ro( dre
le ro(ojljes:
0|||elle esrle roesrlelu( dj|lrrje re alles|le e vela |rxr|r|e(||e. e c||a cor re p(odu|le
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