Tavi 9

cduneba”. es SemTxvevebi umTavresad Tavs iCens specialur marketingul
saqmianobasTan dakavSirebiT, magaliTad, damatebiTi saqonlis usasy-
idlod gadacemis an fasdaklebis SeTavazebisa da latariis Catarebis
saxiT.
(iii) gasaRebis xelSewyoba: prizebi, saCuqrebi, lataria da a.S.
12.130. axali klientebis mizidvis farTod gamoyenebul meTodebs miekuTvneba
prizebis, saCuqrebis gadacema da stimulirebis sxva formebi,
rogoricaa konkursebis, latariis an TamaSebis Catareba. vaWrobis
aseTi xelSewyoba SeiZleba iyos gasaRebis axali da efeqturi arxi da,
maSasadame, stimuls aZlevdes konkurenciis ganviTarebas. meore mxriv,
yovelive amas SeuZlia, moadunos momxmareblis yuradReba saqonlis an
momsaxurebis realuri Tvisebebis mimarT da amiT miityuos igi iseTi
saqonlis SesaZenad, romelic mas ar sWirdeba an fasTan SedarebiT dabali
Rirebulebisaa. es gansakuTrebiT exeba marketingis iseT meTodebs,
rogoricaa TamaSebi, lataria, konkursebi, rodesac sareklamo
mizniT gamoiyeneba momxmareblis midrekileba azartuli TamaSebisadmi.
aseTi meTodebis umetesi nawili, ase Tu ise, reglamentirebulia, zogjer
ki pirdapir akrZalulic. garda amisa, isini eqvemdebarebian TviTregulirebad
saSualebebs. magram kiTxvaze, Tu, kerZod, romeli qmedeba
unda ganixilebodes arakeTilsindisieri konkurenciis gamovlenad, ar
arsebobs sabolood SeTanxmebuli da erTmniSvnelovani pasuxi. magaliTad,
prizebis gacema an raime fasdakleba, an saqonlis yidvasTan
dakavSirebul sxva upiratesobaTa SeTavazeba principulad ikrZaleba
erT qveyanaSi, nebadarTulia meoreSi da met-naklebad mkacrad regulirebulia
- mesameSi. lataria, sadac prizis miReba mxolod SemTxveviTobazea
damokidebuli, ZiriTadad akrZalulia, Tu is dakavSirebulia
saqonlis yidvasTan, da sxva SemTxvevebSi mkacrad SezRudulia.
konkursebi, romelTa Sedegi ramdenadme monawilis niWiT aris ganpirobebuli,
ZiriTadad dasaSvebad ganixileba im pirobiT, rom aranair
motyuebas ar eqneba adgili da momxmarebelze ar iqneba zewola saqonlis
SesaZenad. meore mxriv, gayidva ,,piramidis” principiT da sxva
msgavsi meTodebi xSirad ganixileba rogorc SecdomaSi Semyvani, da,
maSasadame, ikrZaleba (zogjer sisxlissamarTlebrivi dasjis sanqcii-
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