:

.

:

marketing



,

,
,

 ;



,

&

&

&

&


5
PORTER

.
STRENGTH
STRENGTH

WEAKNESS
WEAKNESS

(
)
.

,


.

OPPORTUNITY
OPPORTUNITY

THREAT
THREAT


:
(Market Penetration)
(Market Development)
(Product Development)
(Diversification)

SWOT Analysis

 &


.

.
.

 ;


-,
, ,
,
, .

 (Marketing Plan)
To
:
z

(Marketing Mix)

- (Profit and Loss Statement)


;

,

:
z
z
z
z
z
z

(Electronic Mail)
(File Transfer Protocol, FTP)
News groups
/ (Chat Rooms)
Telnet
World Wide Web (www)

 ;

, ,

.
(Electronic Marketplace)
,
.

:
z

(Business to Business, B2B)

(Business to Public Sector)

(Business to Customer, B2C)

(Interactivity)

(awareness) (action)

On-line

2%

9%

&

9%

Marketing Plan

2%
19%

26%

(, , Events & )

30%

(, .., ...)

4%

( , ...)

31%

(,Events & )

13%

31%

(, .., )

25%

100%


;

3;

3,33%

50%

46,67%

46,67%
6,67%

13,33%

20,00%

13,33%

100%

0,00%

0,00%

3,33%

13,33%

80,00%

10,00%

10,00%

13,33%

23,33%

40,00%

3,33%

10,00%

20,00%

23,33%

36,67%

3,33%

3,33%

10,00%

23,33%

56,67%

0,00%

6,67%

16,67%

26,67%

40,00%

0,00%

20,00%

23,33%

20,00%

30,00%

0,00%

0,00%

16,67%

23,33%

53,33%

13,33%

16,67%

16,67%

16,67%

26,67%

13,33%

13,33%

23,33%

20,00%

26,67%

0,00%

3,33%

13,33%

10,00%

16,67%

ERP (Enterprise resource planning)

48,65%

CRM (Customer Relationship Manager)

32,43%

18,92%

 e-
;
e - (
) :

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

 :
1.

2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

 :
12.
13.
14.
15.
16.
17.

18.

19.
20.
21.

 :
"
..."

1
2130,00%
20

2
3

25,00%
20,00%

19

15,00%
18

10,00%
5,00%

17

0,00%

16

7
15

8
14

9
13

12

11

10

 :
" ..."

1
21 80,00%
70,00%

20

2
3

60,00%
19

50,00%
40,00%
30,00%

18

20,00%
10,00%

17

0,00%

16

15

8
14

9
13

10
12

11

3,33%

13,33%

20,00%

23,33%

26,67%

10,00%

23,33%

36,67%

10,00%

6,67%

3,33%

3,33%

33,33%

36,67%

10,00%

0,00%

10,00%

10,00%

30,00%

36,67%

3,33%

0,00%

3,33%

3,33%

0,00%

40,00%

40,00%

30,00%

30,00%

20,00%

10,00%

20,00%

0,00%

10,00%
0,00%

30,00%

40,00%
30,00%

20,00%

20,00%

10,00%

0,00%

10,00%

0,00%

,
& ,