marketingis safuZvlebi
marketingis safuZvlebi
marketingis safuZvlebi
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<strong>marketingis</strong> <strong>safuZvlebi</strong><br />
saxelmZRvanelo<br />
prof. g. SublaZis redaqciiT<br />
saqarTvelos ekonomikur mecnierebaTa akademiis mier<br />
rekomendebulia saxelmZRvanelod umaRlesi<br />
saswavleblebis studentebisaTvis<br />
gamomcemloba `universali~<br />
Tbilisi, 2009
`<strong>marketingis</strong> <strong>safuZvlebi</strong>~ erT-erTi ZiriTadi saswavlo<br />
disciplinaa rogorc sabazro ekonomikis pirobebSi momuSave<br />
warmoeba-gasaRebis specialistebis, aseve sawarmoebis<br />
(firmebis) menejerebisaTvis.<br />
saxelmZRvaneloSi ganxilulia Semdegi sakiTxebi: bazari<br />
— <strong>marketingis</strong> obieqturi ekonomikuri safuZveli, <strong>marketingis</strong><br />
arsi da marTva, dagegmva da kontroli, marketinguli<br />
garemo, marketinguli kvlevis meTodologiuri da informaciuli<br />
<strong>safuZvlebi</strong>, sasaqonlo bazrebis kompleqsuri gamokvleva,<br />
saerTaSoriso marketingi da sxv.<br />
gankuTvnilia umaRlesi saswavleblebis studentebisaTvis,<br />
agreTve <strong>marketingis</strong> sakiTxebiT dainteresebuli pirebisaTvis.<br />
avtorTa koleqtivi: g. SublaZe, b. mRebriSvili,<br />
m. nanitaSvili, i. xuxua.<br />
recenzentebi: asoc. prof. l. dolikaSvili<br />
asoc. prof. f. wowkolauri<br />
2<br />
© avtorTa koleqtivi, 2009<br />
gamomcemloba `universali~, 2009<br />
Tbilisi, 0179, i. WavWavaZis gamz. 19, �: 22 36 09, 8(99) 17 22 30<br />
E–mail: universal@internet.ge<br />
ISBN 978-9941-12-774-8
Sinaarsi<br />
Sesavali ....................................................................................... 7<br />
Tavi 1. bazari — <strong>marketingis</strong> obieqturi<br />
ekonomikuri safuZveli .......................... 11<br />
1.1. bazari rogorc ekonomikur urTierTobaTa<br />
sistema ..................................................................................... 11<br />
1.2. bazris ZiriTadi elmentebi. bazris regulireba ..... 16<br />
Tavi 2. <strong>marketingis</strong> arsi da socialur-<br />
ekonomikuri mniSvneloba ................... 26<br />
2.1. <strong>marketingis</strong> arsi da funqciebi.......................................... 26<br />
2.2. <strong>marketingis</strong> ZiriTadi principebi da elementebi......... 37<br />
2.3. <strong>marketingis</strong> saxeebi da tipebi ............................................ 42<br />
Tavi 3. <strong>marketingis</strong> marTva ............................................... 47<br />
3.1. marketinguli saqmianobis marTvis procesi da<br />
ZiriTadi koncefciebi ..................................................... 47<br />
3.2. <strong>marketingis</strong> organizacia sawarmoSi (firmaSi) .............. 58<br />
3.3. <strong>marketingis</strong> samsaxurebis amocanebi da funqciebi...... 64<br />
Tavi 4. dagegmva da kontroli <strong>marketingis</strong><br />
marTvis sistemaSi ....................................................... 73<br />
4.1. strategiuli da taqtikuri dagegmva marketingSi...... 73<br />
4.2. biznesgegma da misi kavSiri marketingTan ...................... 82<br />
4.3. <strong>marketingis</strong> kontroli da misi saxeebi............................ 87<br />
4.4. <strong>marketingis</strong> sarevizio gegma .............................................. 92<br />
Tavi 5. marketinguli garemo .......................................... 100<br />
5.1. marketinguli garemo da misi mniSvneloba..................... 100<br />
5.2. firmis mikro marketinguli garemo................................. 102<br />
5.3. firmis makro marketinguli garemo................................. 109<br />
3
Tavi 6. marketinguli kvlevis meTodologiurinformaciuli<br />
da organizaciuli<br />
<strong>safuZvlebi</strong> .............................................................. 115<br />
6.1. marketinguli kvleva, misi mizani da ZiriTadi<br />
obieqtebi.............................................................................. 115<br />
6.2. marketinguli kvlevis meTodologiuri<br />
<strong>safuZvlebi</strong> .......................................................................... 117<br />
6.3. marketinguli saqmianobis informaciuli<br />
uzrunvelyofa.................................................................... 121<br />
6.4. marketinguli kvlevis organizacia................................. 126<br />
Tavi 7. momxmarebelTa Seswavla.................................... 131<br />
7.1. momxmarebelTa tipologia da misi gansazRvruli<br />
faqtorebi ............................................................................ 131<br />
7.2. samomxmareblo saqonlis SeZenis procesi ..................... 137<br />
7.3. sawarmoo daniSnulebis saqonlis SeZenis procesis<br />
Taviseburebani ................................................................... 140<br />
Tavi 8. bazrebis gamokvleva da segmentacia ......... 143<br />
8.1. bazris gamokvleva da misi obieqtebi............................... 143<br />
8.2. bazris tevadoba. prognozireba........................................ 149<br />
8.3. bazris segmentacia rogorc bazris gamokvlevis<br />
meTodi................................................................................... 154<br />
8.4. bazris miznobrivi segmenti, misi Sefaseba da<br />
SerCeva................................................................................... 160<br />
8.5. pozicirebis marketinguli strategiebi ....................... 165<br />
Tavi 9. saqoneli da sasaqonlo politika ................ 171<br />
9.1. saqonlis cneba da klasifikacia ....................................... 171<br />
9.2. sasaqonlo politikis arsi da misi SemuSaveba .............. 180<br />
9.3. sasaqonlo niSani da misi mniSvneloba marketingSi ..... 188<br />
9.4 brendingi .................................................................................. 191<br />
9.5. axali saqoneli da misi Seqmnis procesi.......................... 194<br />
9.6. saqonlis sasicocxlo cikli ............................................. 200<br />
4
Tavi 10. fasi da faswarmoqmna ......................................... 207<br />
10.1. fasis arsi da faswarmoqmnis sistema ............................. 207<br />
10.2. faswarmoqmnis politika da faswarmoqmnis procesis<br />
etapebi da meTodebi.......................................................... 217<br />
10.3. fasebis dawesebaze moqmedi faqtorebi ........................ 225<br />
10.4. sabazro fasebis formirebis meqanizmi......................... 232<br />
Tavi 11. marketinguli arxebi da logistika .......... 243<br />
11.1. marketinguli arxebis arsi, saxeebi da doneebi.......... 243<br />
11.2. vertikaluri, horizontaluri da kombinirebuli<br />
sistemebi .............................................................................. 247<br />
11.3. marketinguli arxebis SerCeva ......................................... 253<br />
11.5. logistika .............................................................................. 255<br />
Tavi 12. sacalo da sabiTumo vaWroba<br />
<strong>marketingis</strong> sistemaSi.............................................. 260<br />
12.1. sacalo vaWroba ................................................................... 260<br />
12.2. sabiTumo vaWroba ................................................................ 266<br />
Tavi 13. marketingi sabanko da sadazRvevo<br />
saqmianobaSi da fasiani qaRaldebis<br />
bazarze ................................................................... 276<br />
13.1. sabanko marketingi .............................................................. 276<br />
13.2. sadazRvevo saqmianobis marketingi ............................... 283<br />
13.3. fasiani qaRaldebis bazari, rogorc <strong>marketingis</strong><br />
obieqti da marketinguli strategiebis<br />
Taviseburebani am bazarze .............................................. 286<br />
Tavi 14. marketinguli komunikaciis sistema ........ 294<br />
14.1. marketinguli komunikaciis kompleqsis Sesaxeb........ 294<br />
14.2. reklama rogorc marketinguli komunikaciis forma<br />
da misi saxeebi ..................................................................... 301<br />
14.3. personaluri gayidvebi...................................................... 309<br />
14.4. sazogadoebasTan urTierTobebi .................................... 310<br />
14.5. gasaRebis stimulireba ...................................................... 319<br />
Tavi 15. internet-marketingi.......................................... 323<br />
15.1. interneti da misi roli <strong>marketingis</strong> ganviTarebaSi. 323<br />
5
15.2. eleqtronuli vaWroba ....................................................... 329<br />
Tavi 16. saerTaSoriso <strong>marketingis</strong> Sesaxeb........... 352<br />
16.1. saerTaSoriso <strong>marketingis</strong> arsi da warmoSobis<br />
winapirobebi ........................................................................ 352<br />
16.2. globaluri marketinguli garemo ................................. 356<br />
16.3. saerTaSoriso bazrebze gasvlis marketinguli<br />
strategiebi......................................................................... 363<br />
16.4. saerTaSoriso <strong>marketingis</strong> ZiriTadi elementebi...... 367<br />
Tavi 17. marketingi da sazogadoeba............................ 374<br />
17.1. sazogadoebrioba <strong>marketingis</strong> negatiuri<br />
momentebis Sesaxeb............................................................. 374<br />
17.2. moqalaqeTa (momxmarebelTa) moqmedebani<br />
<strong>marketingis</strong> regulirebisaTvis..................................... 388<br />
17.3. <strong>marketingis</strong> eTika ................................................................ 402<br />
ganmartebiTi leqsikoni (glosariumi) ..................... 410<br />
literatura ............................................................................... 448<br />
6
Sesavali<br />
saqarTveloSi sabazro urTierTobebze gadasvlam mTeli<br />
rigi problemebi daayena ekonomikur mecnierebaTa winaSe.<br />
maT Soris mniSvnelovania sawarmoebis (firmebis) sameurneo<br />
saqmianobis (biznesis) ganxorcieleba aseT urTierTobaTa<br />
pirobebSi.<br />
`<strong>marketingis</strong> <strong>safuZvlebi</strong>~ erT-erTi fuZemdebluri<br />
saswavlo disciplinaa sabazro urTierTobaTa pirobebSi momuSave<br />
specialistebisaTvis. misi mizania gaacnos biznesis<br />
specialistebs — saqonlis Semqmnelebs (inJiner-konstruqtorebs,<br />
dizainerebs), savaWro — gasaRebis, momsaxurebis<br />
sferos, reklamis muSakebs, agreTve sawarmos xelmZRvanelebs<br />
(menejerebs) bazarze aqtiuri saqmianobis wesebi, saqonlis<br />
warmoebisa da realizaciis problemebis sistemuri gadawyvetis,<br />
momxmareblebTan diferenciuli midgomis meTodebi.<br />
am disciplinam unda Camouyalibos studentebs jerovani<br />
warmodgena imis Sesaxeb, rom marketingi biznesSi sawarmos<br />
(firmis) miznebis miRwevis saSualebaa bazris (momxmareblebis)<br />
moTxovnis gamovlenisa da misi efeqtiani dakmayofilebisaTvis<br />
konkurentunariani saqonlisa da momsaxurebis<br />
miwodebis maRali donis uzrunvelyofis gziT.<br />
cneba `marketingi~ (ingl. `market~ — bazari) Semovida<br />
aSS ekonomikur literaturaSi XIX-XX saukuneTa mijnaze.<br />
<strong>marketingis</strong> warmoSoba ganapiroba gasaRebis sferoSi Seqmnilma<br />
sirTuleebma, rac dakavSirebuli iyo saqonlis Warbwarmoebis<br />
krizisTan. amitom adre marketingi gaigeboda<br />
rogorc gasaRebis meTodi, romlis amocana iyo gamyidvelis<br />
moZebna im produqciisaTvis, romelic ukve iyo warmoebuli,<br />
an romlis damzadebas SeZlebda mwarmoebeli. XX saukunis 50iani<br />
wlebidan sabazro ekonomikis qveynebSi marketingi gaxda<br />
sawarmoebis (firmebis) sabazro da sawarmoo strategiis gansazRvruli<br />
nawili da igi emyareba samomxmareblo moTxovnis<br />
codnas. amJamad marketingi mogebis mizniT bazrisa da myidvelTa<br />
moTxovnis kompleqsuri Seswavlis safuZvelze saqonlis<br />
warmoeba-gasaRebis da momsaxurebis gawevis saqmianobis<br />
organizaciis xelSemwyobi sistemaa da ara `bazarze orientirebuli<br />
produqciis warmoebisa da gasaRebis organizaci-<br />
7
is marTvis sistema~ 1 . Tanamedrove <strong>marketingis</strong> daniSnulebaa<br />
moTxovnasTan warmoebis Segueba, bazarze moTxovnisa da miwodebis<br />
gawonasworeba. <strong>marketingis</strong> strategia unda emyarebodes<br />
grZelvadian prognozirebas, taqtikam ki unda asaxos<br />
saqonelze (momsaxurebaze) bazris koniunqtura da misi formirebis<br />
priobebi.<br />
<strong>marketingis</strong> gamoyeneba gansakuTrebiT aucilebelia<br />
saerTaSoriso biznesis ganxorcielebaSi. samamulo sawarmoebis<br />
(firmebis) msoflio bazarze saqmianobis (saerTaSoriso<br />
biznesis) warmateba bevrad damokidebulia SesaZlo konkurentebTan<br />
brZolis yvela saSualebis sistemur Seswavlaze,<br />
rom kargad icodnen maTi Zlieri da susti mxareebi da es faqtorebi<br />
gaiTvaliswinon saeqsporto politikis SemuSavebis<br />
dros. amave dros saWiroa maTi saqmianobis dadebiTi momentebis<br />
(formebisa da meTodebis) gamoyeneba. am mxriv sul ufro<br />
met mniSvnelobas iZens globaluri marketingi.<br />
Tanamedrove <strong>marketingis</strong> winaSe dgas Semdegi amocanebi:<br />
bazris, momxmarebelTa moTxovnis, gemovnebis da survilebis<br />
Seswavla; warmoebis Segueba am moTxovnebTan, e. i. saqonlis<br />
warmoeba moTxovnis Sesabamisad, bazarze da samomxmareblo,<br />
moTxovnaze zemoqmedeba firmis interesebisaTvis.<br />
mrewvelobaSi, vaWrobaSi, momsaxurebis sferoSi ama Tu<br />
im formiT regularulad axorcieleben marketingul kvlevebs<br />
ucxouri firmebis absoluturi umravlesoba.<br />
Tanamedrove <strong>marketingis</strong> samamulo (erovnul) ekonomikasa<br />
da biznesSi gamoyenebis SesaZleblobasa da mizanSewonilobasTan<br />
dakavSirebiT saWiroa aRiniSnos, rom Cvens qveyanaSi<br />
jerjerobiT marketinguli saqmianobis calkeuli elementebsa<br />
da meTodebs iyeneben. sabazro ekonomikisa da konkurentuli<br />
garemos Camoyalibebis kvalobaze Cvens qveyanaSi<br />
Seiqmneba pirobebi Tanamedrove <strong>marketingis</strong> sazRvargare-<br />
Tis gamocdilebis sruli gamoyenebisaTvis.<br />
maSasadame <strong>marketingis</strong> samSobloa aSS. Semdeg igi gavrcelda<br />
evropasa da iaponiaSi.<br />
<strong>marketingis</strong> saswavlo kursebi SemoRebuli iqna pirvelad<br />
aSS-is universitetebSi 1901-1902 saswavlo wels da rogorc<br />
damoukidebeli samecniero disciplina gamoeyo zogad<br />
ekonomikur Teorias (politikur ekonomias). am disciplinis<br />
1 r. javaxiSvili, n. oqruaSvili. marketingi. Tb., 2007. gv. 3.<br />
8
sagania saqonelsa da momsaxurebaze momxmarebelTa (bazris)<br />
moTxovnis gamokvlevis meSveobiT misi dakmayofilebis socialur-ekonomikuri<br />
da organizaciuli aspeqtebis Seswavla.<br />
<strong>marketingis</strong> Teoriul-meTodologiuri safuZvelia zogadi<br />
ekonomikuri Teoria (`ekonomiksi~ — inglisurenovan<br />
qveynebSi), romlis debulebebze dayrdnobiT yvela sakiTxi<br />
ganixileba logikuri TanmimdevrobiT. es kursi organul<br />
kavSirSia iseT disciplinebTan, rogoricaa mikroekonomika,<br />
biznesis <strong>safuZvlebi</strong>, menejmenti, statistika, finansebi,<br />
fsiqologia, sociologia da sxv. marketingi iyenebs iseT me-<br />
Todebs, rogoricaa: aRricxva, analizi, modelireba, prognozireba<br />
da daproeqteba, sociologiuri gamokvleva da sxv.<br />
<strong>marketingis</strong> disciplinis popularoba TandaTanobiT<br />
izrdeboda da igi gaxda biznesis specialistebis momzadebis<br />
programis Semadgeneli nawili. 1908 wels Seiqmna <strong>marketingis</strong><br />
problemebis pirveli kvleviTi firma. 1911 wels warmoiSva<br />
<strong>marketingis</strong> pirveli specializebuli samsaxurebi (ganyofilebebi)<br />
msxvili firmebis (kompaniebis) struqturebSi, 20ian<br />
wlebSi iqmneba <strong>marketingis</strong>a da reklamis maswavlebelTa<br />
erovnuli asociacia, romelic Semdeg gaerTianda <strong>marketingis</strong><br />
amerikul asociaciaSi. amJamad Seqmnilia <strong>marketingis</strong> institutebi<br />
(saswavleblebi), fakultetebi, mimarTulebebi<br />
mTeli rigi qveynebis, maT Soris saqarTvelos, umaRles saswavleblebSi.<br />
saqarTveloSi <strong>marketingis</strong> samecniero-kvleviTi instituti<br />
Seiqmna mTavrobis dadgenilebiT 1991 wels `vniiks~-is<br />
(saxalxo moxmarebis saqonelze mosaxleobis moTxovnisa da<br />
vaWrobis koniunqturis Seswavlis sakavSiro samecnierokvleviTi<br />
institutis) saqarTvelos filialis bazaze, romelic<br />
funqcionirebda q. TbilisSi 1966 wlidan. pirvelad<br />
leqciebis wakiTxva <strong>marketingis</strong> kursSi daiwyo 1989 wels iv.<br />
javaxiSvilis saxelobis saxelmwifo universitetTan arsebili<br />
biznesis umaRles skolaSi — `specfakultetze~ (1996<br />
wlidan universitetis saerTaSoriso biznesis fakulteti).<br />
gamoica leqciebis kursi `marketingi da komerciuli saqmianoba~<br />
(1991 w.). universitetis ekonomikuri profilis oTx<br />
fakultetze <strong>marketingis</strong> sagnis jerovan doneze swavlebis<br />
mizniT Seiqmna (2002 w.) <strong>marketingis</strong> kaTedra, romelsac mieni-<br />
Wa sauniversiteto statusi.<br />
9
winamdebare saxelmZRvanelo moicavs 17 Tavs, romleb-<br />
Sic gadmocemulia bazris arsi, <strong>marketingis</strong> cnebis Sinaarsi<br />
da ZiriTadi koncefciebi. ganxilulia <strong>marketingis</strong> meTodologiuri<br />
da informaciuli <strong>safuZvlebi</strong>, <strong>marketingis</strong> samsaxuris<br />
organizacia. mniSvnelovani adgili ukavia iseT sakiTxebs,<br />
rogoricaa: bazris kompleqsuri gamokvleva, bazris<br />
segmentacia, saqoneli <strong>marketingis</strong> sistemaSi, marketinguli<br />
komunikaciebis sistema da sxv.<br />
<strong>marketingis</strong> kursis aTviseba moiTxovs saauditorio<br />
mecadineobebis, kolokviumebis Catarebas da studentTa damoukidebel<br />
muSaobas.<br />
mocemuli saxelmZRvanelo 1999 wels gamocemuli saxelmZRvanelos<br />
1 gadamuSavebuli gamocemaa. am gamocemaSi Setanilia<br />
Tavi saerTaSoriso <strong>marketingis</strong> Sesaxeb, radgan<br />
calke iswavleba kursi `saerTaSoriso marketingi~; gamsxvilebulia<br />
da dazustebuli zogierTi Tavi da paragrafi, damatebulia<br />
internet-marketingi da sxv.<br />
saxelmZRvanelo, Cveni Rrma rwmeniT, ar unda iyos<br />
sqeltaniani, rom ar daafrTxos potenciuri mkiTxvelebi.<br />
masSi lakonurad unda iyos gadmocemuli yvela sakvanZo sakiTxi,<br />
igi ar unda iyos gadatvirTuli sxvadasxva xasiaTis<br />
masalebiTa da monacemebiT, romlebsac ara aqvT uSualo kav-<br />
Siri gansaxilvel TematikasTan. gansakuTrebuli yuradReba<br />
unda mieqces TviT sagnis (kursisa) da misTvis damaxasiaTebeli<br />
cnebebisa da terminebis swor definicias. am mizniT Tanamedrove<br />
saxelmZRvaneloebs aqvT darTuli mokle ganmartebiTi<br />
leqsikoni (glosariumi), romelsac studentebisaTvis<br />
arsebiTi mniSvneloba aqvs. sasurvelia saxelmZRvanelos axldes<br />
ara marto gamoyenebuli, aramed mis Sesaxeb arsebuli<br />
specialuri literatures sia.<br />
saxelmZRvanelos avtorebia: saqarTvelos ekonomikur<br />
mecnierebaTa akademiis akademikosi, ekon. mecn. doqt. prof.<br />
g. SublaZe — Sesavali, Tavebi: 1, 2, 3, 13, ganmartebiTi leqsikoni;<br />
ekon. mecn. kand. b. mRebriSvili — Tavebi: 4, 9, 11, 12, 16;<br />
ekon. mecn. doqt. prof. m. nanitaSvili; ekon. mecn. kand. i. xuxua<br />
— Tavebi: 6, 7, 8, 10;<br />
saxelmZRvanelo mowonebuli iyo (1999 w.) Tsu saerTa-<br />
Soriso biznesis fakultetis meTodsabWos mier.<br />
1 marketingi. prof. g. SublaZis redaqciiT. Tb., 1999.<br />
10
Tavi 1. bazari — <strong>marketingis</strong> obieqturi<br />
ekonomikuri safuZveli<br />
1.1. bazari rogorc ekonomikur urTierTobaTa<br />
sistema<br />
bazari sazogadoebis ekonomikuri cxovrebis obieqturi<br />
movlenaa da mas mravalsaukunovani istoria aqvs. sabazro<br />
ekonomikis Camoyalibeba ki ukavSirdeba meurneobis (ekonomikis)<br />
kapitalistur sistemas, rodesac sasaqonlo-fuladma<br />
urTierTobebma ganviTarebis umaRles safexurs miaRwia da<br />
moicva sazogadoebrivi cxovrebis yvela sfero. amitom sabazro<br />
ekonomikaze gadasvlas arc Tu iSviaTad ekonomikur<br />
literaturaSi rom cvlian bazarze gadasvliT (aigiveben bazars<br />
da sabazro ekonomikas erTmaneTTan), 1 ar aris marTebuli.<br />
bazars safuZveli eyreba civilizaciis gariJraJze,<br />
rac dakavSirebuli iyo Sromis sazogadoebriv danawilebasa<br />
da erTimeorisagan gamocalkavebul mwarmoebelTa fenis ga-<br />
CenasTan. bazrebis Seqmnisa da srulyofis xangrZlivi evolucia<br />
mimdinareobda da mimdinareobs iseTi maradiuli ekonomikuri<br />
dilemis gadasawyvetad rogoricaa: SezRuduli<br />
resursebi da adamianis SeuzRudavi (ganusazRvreli) moTxovnilebebi<br />
mravalferovan saqonelze (produqtze), ekonomikuri<br />
resursebi da adamianTa sawarmoo SesaZleblobebi<br />
SezRudulia usazRvro moTxovnilebebTan SedarebiT. nebismieri<br />
unarisa da midrekilebis adamians SeuZlia ganaxorcielos<br />
efeqtiani sameurneo (ekonomikuri) saqmianoba mxolod<br />
erT romelime sferoSi (dargSi), maSin, rodesac misi moTxovnilebebi<br />
Zalze mravalferovania.<br />
ekonomikuri resursebis SezRudulobis obieqturi kanoni<br />
gavlenas axdens warmoebis yvela faqtorze, maT Soris<br />
iseT faqtorze, rogoricaa Sroma. resursebis SezRuduloba<br />
garkveulwilad ganapirobebs Sromis sazogadoebriv danawilebasa<br />
da adamianTa saqmianobis specializacias, rac sul<br />
1 T. basilia, a. silagaZe, T. CikvaiZe. saqarTvelos ekonomika XXI<br />
saukunis mijnaze, Tb., 2001, gv. 101, 136; r. kakulia. sabazro<br />
ekonomikaze gadasvlis Teoriisa da praqtikis problemebi, Tb.,<br />
2003, gv. 16, 286 da sxv.<br />
11
ufro viTardeba da Rrmavdeba. es procesi xels uwyobs Sromis<br />
produqtebis farTo asortimentis damzadebas, romlebic<br />
upasuxeben sazogadoebis moTxovnilebebs. ekonomika, sadac<br />
SezRuduli resursebi gamoiyeneba imdenad racionalurad,<br />
rom sazogadoebis moTxvonilebaTa dakmayofilebisaTvis<br />
nebismieri produqtis gamoSvebis gadideba SeiZleba sxva<br />
produqtis (romelic sargeblobs moTxovniT) gamoSvebis<br />
Semcirebis gareSe, efeqtiani ekonomikaa.<br />
adamianebma rom daikmayofilon mravalferovani moTxovnilebebi,<br />
aucilebelia TavianTi Sromis produqtebi gacvalon<br />
maTTvis saWiro produqtebze (sagnebze). aseTi gacvlis<br />
ararsebobisas, TiToeul adamians unda Seesrulebina<br />
mravali saxis samuSao individualur moTxovnilebaTa minimalurad<br />
dakmayofilebisTvis, rac Zalian Seaferxebda ekonomikur<br />
progressa da civilizaciis ganviTarebas. amitom<br />
Sromis SedegebiT (produqtebiT) gacvlis urTierTobebi<br />
bazris Seqmnis procesis kidev erTi obieqturi faqtoria. naturaluri<br />
meurneobis dros dominirebda martivi sasaqonlo<br />
warmoeba da sasaqonlo gacvla; Semdgom periodSi — fulis,<br />
rogorc sayovelTao ekvivalentis, warmoSobis momentidan<br />
mkveTrad izrdeba sasaqonlo warmoebisa da sasaqonlo<br />
mimoqcevis masStabebi. gacvlis procesi iZens sabazro urTierTobaTa<br />
xasiaTs, ramdenadac igi xorcieldeba urTier-<br />
Tsargeblian, ekvivalentur sawyisebze. sabazro urTier-<br />
TkavSiris dros paritetul safuZvelze sasaqonlo gacvlis<br />
meSveobiT TiToeuli monawile Rebulobs imden produqtebs,<br />
ramdensac TviTon SesTavazebs gasacvlelad. gacvlis monawileni,<br />
rogorc wesi, moqmedeben mxolod sakuTari, individualuri<br />
interesebiT. amasTan e. w. `uxilavi xeli~ (bazari)<br />
warmarTavs maT im miznisken, romliTac isini savsebiT ar<br />
xelmZRvanelobdnen TavianT moqmedebebSi. sabazro gacvlis<br />
monawileni ar isaxaven miznad sazogadoebisTvis xelSewyobas,<br />
daxmarebas. magram amoZravebT ra sakuTari ekonomikuri<br />
interesebi (Semosavlis mogebis miReba), isini xSirad ufro<br />
emsaxurebian sazogadoebis interesebs, vidre maSin, roca<br />
Segnebulad miiswrafian aqeTken.<br />
bazari uSualod akavSirebs erTmaneTTan mwarmoeblebsa<br />
da momxmareblebs, romlebic fasebis, mogebis an zaralis<br />
meSveobiT wyveten ekonomikisa da biznesis umniSvnelovanes<br />
problemebs: ra, rogor da visTvis iwarmoos. sameurneo saq-<br />
12
mianobis (biznesis) sabazro organizacia aRmoCnda yvelaze<br />
efeqtiani. es ganapiroba araerTmniSvnelovanma faqtorma.<br />
magram mTavari iyo Semdegi: sabazro organizacia uzrunvelyofs<br />
aRniSnuli ekonomikuri problemebis warmatebiT gadawyvetas,<br />
rac SeiZleba naklebi danaxarjebiT. sabazro sistemaSi<br />
erTmaneTTan urTierTmoqmedeben mTeli rigi ekonomikuri<br />
faqtorebi. saqonlis mwarmoeblebsa da momxmareblebs<br />
Soris urTierToba xorcieldeba fasebis meSveobiT da<br />
am gziT wydeba sazogadoebis umniSvnelovanesi ekonomikuri<br />
problemebi. sabazro sistemaSi ar aris struqturebi, romlebic<br />
ukarnaxebdnen warmoebis sferosa da momxmareblebs:<br />
ra da rogor awarmoos da visTvisaa gankuTvnili warmoebuli<br />
saqoneli, rogorc es xdeboda centralizebulad marTvadi<br />
(gegmiani) ekonomikis sistemaSi (yofil ssr kavSirSi).<br />
maSasadame, bazari ekonomikur urTierTobaTa sistemaa,<br />
romelic uzrunvelyofs sawarmoebis (firmebis) da sxva<br />
sameurneo (ekonomikuri) agentebis efeqtian funqcinirebas<br />
mogebis miRebiT dainteresebis safuZvelze. es sameurneo<br />
kavSiris formaa warmoebasa da moxmarebas, produqciis mwarmoeblebs,<br />
sazogadoebrivi warmoebis yvela rgols Soris saqonlis,<br />
kapitalis, samuSao Zalis, teqnologiebis da a. S.<br />
yidva-gayidvis procesebis saSualebiT. bazris obieqturi<br />
moTxovnaa momxmareblebze da maT survilebze maqsimaluri<br />
orientacia, rac ganapirobebs konkurencias saqonelmwarmoeblebs,<br />
gamyidvelebs Soris momxmarebelTa (gasaRebis bazrebis)<br />
dasapyrobad. konkurencia amuxruWebs fasebis zrdas,<br />
ubiZgebs warmoebas mecnierul-teqnikuri progresisken, ai-<br />
Zulebs samuerneo (ekonomikuri) agentebs aamaRlon produqciisa<br />
da momsaxurebis xarisxi, Seamciron warmoebis xarjebi<br />
da ukeT daakmayofilon momxmarebelTa moTxovna, sabazro<br />
urTierTobebisTvis damaxasiaTebeblia ekonomikuri Tavisufleba<br />
da Tavisufali faswarmoqmna.<br />
rogorc aRiniSna, bazari pirvel rigSi gulisxmobs gamyidvelebsa<br />
da myidvelebs Soris ekonomikur urTierTobebs,<br />
romlebic vlindeba bazarze, saqonlis realizaciis proces-<br />
Si. es urTierTobebi rTuli da mravalwaxnagovania, magram<br />
isini unda ganvasxvavoT sasaqonlo-fuladi urTierTobebisagan,<br />
romlebic gacilebiT farTo cnebaa. sasaqonlo-fuladi<br />
urTierTobebi ekonomikur urTierTobaTa mTeli erTobliobaa,<br />
romlebic yalibdebian materialuri dovlaTis sa-<br />
13
zogadoebrivi warmoebis, ganawilebis, gacvlisa da moxmarebis<br />
procesSi. isini `wminda~ sabazro urTierTobebTan erTad<br />
moicaven: sawarmoebis (firmebis) urTierTobebs saxelmwifo<br />
biujetTan; ekonomikur urTierTobebs, romlebic yalibdebian<br />
erovnuli Semosavlis ganawilebisa da gadanawilebis<br />
procesSi; ekonomikur urTierTobebs, romlebic dakavSirebulia<br />
arasawarmoo sferos (janmrTelobis dacvis, ganaTlebis<br />
da a. S.) ganviTarebasTan, ekonomikur urTierTobebs moxmarebis<br />
sferoSi da sxv.<br />
miuxedavad imisa, rom bazris Camoyalibebasa da ganvi-<br />
Tarebas mravalsaukunovani istoria aqvs, misi cnebis Sesaxeb<br />
dRemde ekonomikur literaturaSi ar arsebobs erTiani Sexeduleba.<br />
ekonomikur literaturaSi bazari gaigivebulia<br />
vaWrobasa da sasaqonlo mimoqcevasTan. bazris Sesaxeb gamocemul<br />
monografiebSic ki ver mijnavdnen bazars da vaWrobas<br />
da cnebebs `bazris koniunqtura~, `vaWrobis koniunqtura~,<br />
iyenebdnen rogorc sinonimebs. 1 bazris arsis Sesaxeb Cvens<br />
ekonomikur literaturaSi yvelaze metad gavrcelebulia<br />
misi rogorc saqonlis gacvlis sferod aRiareba an kidev misi<br />
gaubraloebuli saxiT warmodgena: adgili, sadac xorcieldeba<br />
saqonlis yidva-gayidva, savaWro garigebebis dadeba. 2<br />
aqve unda iTqvas, rom savsebiT marTebulia Semdegi mosazreba:<br />
`bazris kategoria ufro farTo cnebaa. Sesabamisi komunikaciebis<br />
saSualebaTa arsebobisas sruliad ar aris aucilebeli<br />
bazari iyos specialuri geografiuli adgili. sagazeTo<br />
Tu sxva reklamis meSveobiT yalibdeba, ase vTqvaT, `satelefono~<br />
bazari — myardeba savaWro partnioroba gamyidvelsa<br />
da myidvels Soris~. 3 amas SeiZleba davamatoT is, rom<br />
sul ufro farTovdeba e. w. eleqtronuli vaWroba<br />
maSasadame, xazgasmiT unda aRiniSnos, rom cneba `bazari~<br />
gacilebiT farToa, vidre cneba `vaWroba~ (saqonelmimoqceva).<br />
pirvel cnebaSi igulisxmeba warmoebis, ganawilebis,<br />
gacvlis ekonomikuri urTierTobebi, faswarmoqmnasTan<br />
1 saqonlis bazari: formireba, marTva. a. v. orlovis da f. a. krutikovis<br />
red., moskovi, 1986, gv. 12 (rusul enaze).<br />
2 m. maqsoevi. mewarmoebisa da biznesis <strong>safuZvlebi</strong>, Tb., 1995, gv. 14;<br />
ekonomikuri leqsikoni prof. a. silagaZis xelmZRvanelobiT,<br />
Tbilisis universitetis gamomcemloba, Tb., 2001, gv. 42 da sxv.<br />
3 r. gogoxia. sabazro ekonomika. Tb., 1996. gv. 8.<br />
14
erTad, sameurneo kavSirurTierToba warmoebas da moxmarebas<br />
Soris, xolo meore cneba Semoifargleba ekonomikuri<br />
urTierTobebiT sasaqonlo gacvlis (mimoqcevis) sferoSi.<br />
amasTan ekonomikaSi yovel gacvlas rodi axasiaTebs sabazro<br />
meqanizmis principi. bazris arsebobis arasakmarisi kriteriumia<br />
Sromis produqtebis (saqonlis) moZraobis mosaSualeba<br />
yidva-gayidvis (vaWrobis) formiT. produqtebis ganawileba<br />
gegmiani sistemis dros an fondirebis pirobebSi resursebiT<br />
materialur-teqnikuri momarageba, rodesac winaswar gansazRvrulia<br />
mimwodeblebi da momxmareblebi, miwodebis moculoba<br />
da struqtura, gacvla xorcieldeba fuladi anaz-<br />
RaurebiT, magram mas gaaCnia ukiduresad formaluri xasia-<br />
Ti. aseT pirobebSi ar aris bazari da ekonomikur (sameurneo)<br />
kavSir-urTierTobaTa regulireba atarebs arasabazro,<br />
mkacri administrirebis xasiaTs. bazris principebis ignorireba<br />
yofil ssr kavSriSi iwvevda, erTi mxriv, mTeli rigi saqonlis<br />
deficits, meore mxriv, ki zenormatiuli sasaqonlo<br />
maragis dagrovebas e. w. Cawolili (gausavliani) saqonlis saxiT.<br />
bazris cnebis daxasiaTebisas mizanSewonilia ori Ziri-<br />
Tadi midgoma: jer — erTi, bazari rogorc ekonomikis organizaciis<br />
wesi, romelic emyareba biznesis Tavisuflebas da<br />
konkurencias da, meore, bazris cnebis gansazRvra misi konkurentul-ekonomikuri<br />
Sinaarsis safuZvelze. am SemTxveva-<br />
Si bazari ganixileba, upirveles yovlisa, rogorc meqanizmi,<br />
romelic iZleva SesaZleblobas ganisazRvros Tanafardoba<br />
moTxovnasa da miwodebas Soris saqonlisa da momsaxurebis<br />
sxvadasxva saxeebze. <strong>marketingis</strong> TvalsazrisiT swored es<br />
midgomaa yvelaze saintereso.<br />
bazrebis klasifikacia SeiZleba sxvadasxva niSnis mixedviT.<br />
yvelaze metad miRebulia klasifikacia bazris mas-<br />
Stabisa da saqonlis (momsaxurebis) saxeobis mixedviT. magram<br />
aucilebelia imis gaTvaliswineba, rom bazrebis klasifikaciisadmi<br />
nebismier midgomisas maT Soris CarCoebi friad<br />
pirobiTi xasiaTisaa. masStabis mixedviT ganasxvaveben<br />
msoflio, erovnul da regionul bazrebs. erTi konkretuli<br />
qveynisTvis (magaliTad, saqarTvelosTvis) arsebobs saSinao<br />
bazari da sagareo bazari. saSinao (erovnuli) bazari moicavs<br />
konkretuli qveynis sazRvrebiT Semofarglul ekonomikur<br />
urTierTobebs. misi ZiriTadi monawileebi arian rogorc<br />
15
erovnuli (samamulo) sawarmoebi, aseve sxva qveynebis sawarmoebi<br />
(firmebi). sagareo bazari ki scildeba erTi qveynis<br />
erovnul sazRvrebs. rac Seexeba msoflio (saerTaSoriso)<br />
bazaars, misi monawileebi arian sxvadasxva qveynis firmebi.<br />
saqonlisa da momsaxurebis xasiaTis mixedviT bazrebi<br />
mravalferovania: samomxmareblo saqonlis (kvebis produqtebis,<br />
tansacmlis, sayofacxovrebi teqnikis da a. S.) bazari;<br />
samrewvelo daniSnulebis (warmoebis saSualebebis) saqonlis<br />
(nedleulis, Savi liTonebis da a. S.) bazari, samuSao Zalis<br />
bazari, fasiani qaRaldebis bazari, saSuamavlo bazari<br />
da sxv.<br />
1.2. bazris ZiriTadi elmentebi. bazris regulireba<br />
bazris ZiriTadi elementebia: moTxovna, miwodeba da<br />
fasi. maT Soris urTierTkavSiri qmnis sabazro meqanizms.<br />
moTxovna saqonelze (momsaxurebaze) moTxovnilebis<br />
is nawilia, romelic uzrunvelyofilia fuladi saSualebebiT,<br />
e. i. myidvelobiTunarianobiT anu gadaxdisubnarianobiT.<br />
moTxovnas sxvanairad bazarze warmodgenil moTxovnilebas<br />
uwodeben. am gansazRvraSi mniSvnelovania Semdegi piroba:<br />
moTxovna, rogorc wesi, moTxovnilebis gadaxdisunariani<br />
nawilia da, rogorc ekonomikuri kategoria, warmoadgens<br />
bazarze gadaxdisunariani moTxovnilebis gamovlinebis<br />
formas. amrigad, cneba `moTxovnis~ sinonimia `gadaxdisunariani<br />
moTxovnileba~ da ekonomikur lietarturaSi termin<br />
`gadaxdisunariani moTxovnis~ 1 gamoyeneba moklebulia yovelgvar<br />
safuZvels (aragadaxdisunariani moTxovna ar arsebobs).<br />
moTxovnis warmoSobis aucilebeli pirobaa is, rom<br />
myidvels (momxmarebels) hqondes fuladi uzrunvelyofa,<br />
rac mas aZlevs saSualebas daikmayofilos moTxovnileba saqonelze<br />
(momsaxurebaze). moTxovnis warmoSobisa da ganviTarebis<br />
istoriuli procesi dakavSirebuli iyo sasaqonlo<br />
warmoebis, sasaqonlo gacvlis (saqonelgacvlis) da bazris<br />
1<br />
savaWro sawarmos ekonomika, damxmare saxelmZRvanelo, Tb., 1996,<br />
gv. 236; r. asaTiani. ekonomiksi (ganmartebiTi leqsikoni), Tb.,<br />
1996, gv. 35 da sxv.<br />
16
evoluciasTan. saqonlis saqonelze uSualod gacvlis (barteris)<br />
dros moTxovna obiqturad arsebobda rogorc realuri<br />
ekonomikuri kategoria, magram igi warmodgenili iyo<br />
ara fuliT, aramed saqonliT, romelic eqvemdebareboda<br />
gacvlas da gamodioda ekvivalentis saxiT gacvlis proces-<br />
Si. sayovelTao ekvivalentis rolSi fulis gamoCeniT icvleba<br />
moTxovnis nivTobrivi Sinaarsi da moTxovna gvevlineba<br />
moTxovnilebis fuladi gamovlenis formad.<br />
moTxovna friad rTuli kategoriaa. misi klasifikacia<br />
SeiZleba moxdes sxvadasxva niSnis mixedviT. arsebobs moTxovnis<br />
sxvadasxva saxeoba: mosaxleobis (momxmarebelTa)<br />
moTxovna saqonelsa da momsaxurebaze, sawarmos (saqonelmwarmoebelTa)<br />
moTxovna materialuri resursebze da arawarmoebiTi<br />
sferos dawesebulebaTa moTxovna. mizanSewonilad<br />
unda CaiTvalos mxolod iseTi klasifikacia, rodesac<br />
xmarebaSi Semotanil termins eqneba praqtikuli mniSvneloba<br />
da SesaZlebelia misi zusti gansazRvra da gazomva. gamoyofen<br />
namdvil, realizebul, daukmayofilebel, gadadebul da<br />
formirebaSi myof moTxovnas.<br />
bazris meore ZiriTadi elementis — miwodebis cneba<br />
moicavs sasaqonlo masisa da momsaxurebis saerTo raodenobas<br />
(moculobas), romlebic warmodgenilia bazarze sarealizaciod<br />
saqonelmwarmoeblebisa da gamsaReblebis mier.<br />
miwodebis ekonomikur kategoriaSi ZiriTadia sasaqonlo<br />
miwodeba romelSic igulisxmeba saqonlis warmoebisa da gasayidad<br />
SeTavazebis SesaZlebloba sabazro fasebiT stimulirebis<br />
safuZvelze. saqonlis miwodebis formirebis gadamwyveti<br />
faqtori da mTavari wyaroa warmoeba. warmoebis sfero<br />
gansazRvravs miwodebis moculobasa da struqturas, misi<br />
ganviTarebis tendenciebs, miwodebas konkretulad miekuTvneba<br />
yvela saqoneli, romelic aris (gamotanilia) bazarze,<br />
samrewvelo firmebis sawyobebSi arsebuli mza nawarmis<br />
maragi, saqoneli gzaSi, saqoneli sabiTumo da sacalo<br />
vaWrobis bazebsa da sawyobebSi.<br />
bazris funqciebia: faswarmoqmna da konkurencia. bazris<br />
pirvel da erT-erT mTavar funqciad iTvleba<br />
faswarmoqmna. sabazro fasebis dadgenis meqanizmi warmoadgens<br />
komunikaciis, informaciis unikalur saSualebas, romelic<br />
aucilebelia adamianisTvis biznesis samyaroSi. operatiuli,<br />
vrceli da kompaqturi informacia, rasac Seicavs<br />
17
fasebi, xels uwyobs TiToeuli saxis saqonlis bazris gajerebulobis<br />
an deficiturobis, misi warmoebis xarjebis donis,<br />
teqnologiis srulyofis mimarTulebebis gansazRvras,<br />
biznesis efeqtianad warmarTvis stimulirebas, resursebis<br />
ekonomias. warmoebis moculobis da gamosaSvebi produqciis<br />
saasortimento struqturis, saqonlisa da momsaxurebis xarixsis<br />
srulyofas ganapirobebs sabazro faswarmoqmna.<br />
fasebis formirebis meqanizmi yalibdeba myidvelebisa<br />
da gamyidvelebis, maTi moTxovnis da miwodebis urTier-<br />
Tmoqmedebis Sedegad. Tu bazarze ama Tu im saqonlis miwodeba<br />
aRemateba masze moTxovnas, maSin fasi klebulobs (mcirdeba).<br />
Zviri fasebi xSirad arasakmarisi miwodebis signalia,<br />
da arasakmarisi saqonlis warmoeba izrdeba im momentamde,<br />
vidre moTxovna-miwodebis wonasworoba ar miiRweva. ama Tu<br />
im saqonlis siWarbe bazarze iwvevs fasebis Semcirebas (daklebas),<br />
rom gaiyidos saqoneli; amave dros fasebis dakleba<br />
saqonelze aiZulebs warmoebas Seamciros misi gamoSveba.<br />
moTxovna-miwodebis wonaworobis da faswarmoqmnis meqanizmi<br />
aregulirebs yvela bazars, gansazRvravs nebismieri saqonlis<br />
an momsaxurebis fass. adamianis Sromis saxeobasac ki<br />
aqvs fasi, romelsac xelfass uwodeben.<br />
moTxovnisa da miwodebis dialeqtikur erTianobas, maT<br />
urTierTkavSirs da urTierTmoqmedebas, maT obieqtur miswrafebas<br />
wonasworobisken ganapirobebs moTxovna — miwodebis<br />
kanoni. es kanoni uSualo kavSirSia moTxovnisa da miwodebis<br />
urTierTobaTa regulirebasTan. moTxovna-miwodebis<br />
kanoni aqtiurad moqmedebs bazarze disproporciis warmo-<br />
Sobisas, roca fasebis meSveobiT xdeba wonasworobis aRdgena<br />
moTxovnasa da miwodebas Soris.<br />
bazris meore mTavar funqciad aRiarebulia konkurencia.<br />
rogorc faswarmoqmna, aseve konkurencia mravalwaxnagovani<br />
fenomenia. bazari da konkurencia warmoudgenelia<br />
erTmaneTis gareSe. sabazro konkurencia xels uwyobs axali<br />
da ufro iafi saqonlis warmoebas. magram warmateba konkurentul<br />
garemoSi uzrunvelyofilia mxolod im sawarmosaTvis<br />
(firmisTvis), romelic bazarze aRmoaCens axal moTxovnilebebsa<br />
da warmoebis Sesabamis teqnologiebs, gamoiyenebs<br />
konkurentebis mier SeumCnevel sxvaobas warmoebis faqtorebis<br />
axlandel (arsebul) fasebsa da bazarze warmosadgen<br />
saqonlis fasebs Soris. konkurenciaSi marcxdeba is firma,<br />
18
omelic ver moipovebs bazris xelsayrel segments (nawils),<br />
sakuTar `niSs~ (laT. budes). am ukanasknel cnebaSi igulisxmeba<br />
firmis (sawarmos) saqonlis realizaciis wili bazris<br />
mocemul segmentze analogiuri saqonlis realizaciis saer-<br />
To moculobaSi, sxvanairad konkurentebTan brZolaSi bazarze<br />
gansazRvruli wilis mopoveba an bazris sakuTar `niS-<br />
Si~ poziciebis gamagreba. konkurencia Seicavs damangrevel<br />
impulss, akotrebs ra, upirveles yovlisa, araefeqtian, metoqeobisTvis<br />
uunaro firmas.<br />
bazarze arsebuli mdgomareobis SefasebisTvis iyeneben<br />
iseT ekonomikur kategoriebs rogoricaa bazris koniunqtura<br />
da bazris tevadoba. bazris koniunqtura niSnavs drois<br />
yovel mocemul momentSi Camoyalibebul pirobaTa (faqtorTa)<br />
erTobliobas, romlis ganmavlobaSi bazarze mimdinareobs<br />
(xorcieldeba) realizaciis procesi. bazris<br />
koniunqtura ganisazRvreba ekonomikur maCvenebelTa garkveuli<br />
sistemiT, romelic axasiaTebs moTxovnisa da miwodebis<br />
arsebul Tanafardobas maTze moqmedi faqtorebis gamovleniT<br />
saTanado rekomendaciebis damuSavebisTvis. rac Seexeba<br />
bazris tevadobas, igi gulisxmobs garkveuli periodis<br />
manZilze (magaliTad, 1 wlis ganmavlobaSi) bazarze realizebuli<br />
saqonlis moculobas naturalur an RirebulebiT<br />
gamosaxulebaSi. saerTaSoriso biznesSi ama Tu im qveynis<br />
bazris tevadobis gansazRvrisas erovnuli warmoebis moculobas<br />
amcireben (an adideben) eqsport-importis (saldos)<br />
moculobiT, agreTve iTvaliswineben saqonlis gardamaval<br />
marags periodis dasawyisisTvis.<br />
sabazro ekonomikaze gadasvlasTan dakavSirebiT zogjer<br />
gamoTqvamen mosazrebas imis Taobaze TiTqos es moaswavebs<br />
dabrunebas kapitalizmisken. rogorc cnobilia, bazari<br />
ar aris kapitalizmis gamogoneba, igi warmoiSva civilizaciis<br />
gariJraJze da, Tumca damaxinjebuli saxiT, magram mainc<br />
arsebobda sabWouri socializmis drosac. amasTan mxedvelobaSia<br />
misaRebi is, rom bazari, erTi mxriv, axalisebs iniciativas,<br />
gergilianobas, fxianobas, Zlier dartymas ayenebs<br />
gaTanabrebiT fsiqologias da sxvis kmayofaze yofnis ganwyobilebas,<br />
meore mxriv, aris saSiSroeba, rom bazarma xeli<br />
Seuwyos saqmosnebs. korumpirebuli da sxva parazituli<br />
elementebis gamococxlebasa da arajansaRi biznesis ganvi-<br />
Tarebas, rasac samwuxarod, adgili aqvs Cvens sinamdvileSi.<br />
19
amitom aucilebelia qveyanaSi jerovani kanonebi da maTi<br />
amoqmedeba, raTa ganxorcieldes civilizebul sabazro ekonomikaze<br />
gadasvla.<br />
maSasadame, sabazro urTierTobaTa pirobebSi, rom gamoiricxos<br />
aRniSnul negatiur movlenebTan erTad stiqiurobisa<br />
da anarqiis warmoSobis mizezebi, saWiroa bazris sistematuri<br />
regulireba, romelic unda ganxorcieldes saxelmwifos<br />
mxriv ara administrirebis, aramed umTavresad ekonomikuri<br />
meTodebis saSualebiT saTanado kanonmdeblobis<br />
safuZvelze. bazris regulireba ZiriTadad miznad isaxavs<br />
mis ZiriTad elementebs — moTxovnasa da miwodebas Soris optimaluri<br />
wonasworobis miRwevas, rasac udidesi sazogadoebrivi<br />
mniSvneloba aqvs.<br />
bazris regulirebis problemis swored gaSuqebisaTvis<br />
unda dazustdes am cnebis Sinaarsi. saqme isaa, rom ekonomikur<br />
literaturaSi, arsebobs am sakiTxTan dakavSirebiT savsebiT<br />
gansxvavebuli mosazrebani. cnobilia, rom bazari<br />
TviTregulirebadi fenomenia da saxelmwifos uSualo Careva<br />
araa saWiro, e. i. mizanSewonilad miiCneven e. w. `Tavisufali<br />
bazris~, `Tavisufali sabazro ekonomikis~ ideas. 1 amasTan<br />
bazris regulirebas saxelmwifos mier gansakuTrebiT saWirod<br />
Tvlian maSin, rodesac igi gajerebulia an gajerebamdea<br />
misuli, gamwvavebulia gasaRebis problema da konkurenciuli<br />
brZola. motanili Sexeduleba moklebulia safuZvels.<br />
upirveles yovlisa, miuRebelia cnebebis `regulirebis~<br />
da `marTvis~ gaigiveba. 2 aucilebelia cnebis `regulirebis~<br />
gamijvna cnebebis `marTvisa~ da `dagegmvisagan~. marTvisa<br />
da regulirebas Soris arsebiTi gansxvavebaa. regulireba<br />
(laT. `regulare~) niSnavs gansazRvruli wesrigisadmi, wesisadmi<br />
damorCilebas, mowesrigebas an meqanizmis nawilebis<br />
swori urTierTmoqmedebis dawesebas. marTva regulirebas-<br />
Tan SedarebiT mravalwaxnagovani saqmianobaa da misi ZiriTadi<br />
komponentia (funqciaa) dagegmva. amasTan misaRebi gadawyvetilebebi,<br />
wesebi aucileblad Seexeba konkretul sistemas<br />
(obieqts). sistemis (obieqtis) marTva ki SesaZlebelia<br />
mxolod im SemTxvevaSi, Tu SeiZleba misi dagegmvac. e. i. risi<br />
1 dasax. ekonomikuri leqsikoni, gv. 45; r. kakulia, dasax. wigni, gv.<br />
14, 46 da sxv.<br />
2 e. bolokaZe. marketingi, Tb., 1995, gv. 28.<br />
20
dagegmva SeuZlebelia. misi marTvac SeuZlebelia. unda aRiniSnos,<br />
isic, rom regulirebas, rogorc wesi, axasiaTebs gacilebiT<br />
didi xangrZlivobis (drois mixedviT) periodi, vidre<br />
marTvas.<br />
amrigad, bazarTan, sabazro ekonomikasTan mimarTebaSi<br />
unda vixmaroT klasikuri cneba `regulireba~ da aqedan gamomdinare<br />
`regulirebadi bazari~, `regulirebadi ekonomika~,<br />
rac Seexeba e. w. `Tavisufal bazars~, `Tavisufal sabazro<br />
ekonomikas~ isini wminda abstraqciaa. bazari yvela SemTxveva-<br />
Si eqvemdebareba regulirebas (zemoqmedebas), romlis Sesaxeb<br />
qvemoT gveqneba saubari. amasTan erTad arasworia msjeloba<br />
bazris marTvisa da dagegmvis Taobaze im martivi mizezis gamo,<br />
rom bazris erT-erTi Ziritadi elementi — moTxovna yalibdeba<br />
obieqtur faqtorebTan erTad subieqturi faqtorebis,<br />
agreTve SemTxveviTi (stoqastikuri) faqtorebis zemoqmedebiT,<br />
romlebic ar eqvemdebarebian marTvas. amitom, miu-<br />
Rebelia `gegmiani bazrisa~ da `regulirebadi~ (maT Soris<br />
mkacrad regulirebadi) bazris, gaigiveba. amrigad, e. w. gegmiani<br />
bazari an bazris marTva nonsensia. alogikuria bazrebis<br />
marTvis sistemad <strong>marketingis</strong> gamocxadeba. 1<br />
sabazro ekonomikaze gardamaval periodSi saxelmwifos<br />
maregulirebeli moqmedeba saerTod ekonomikis struqturuli<br />
gardaqmnis procesebze aris aucilebelic da gamar-<br />
Tulic. saxelmwifos nebismieri monawileoba sameurneo<br />
cxovrebaSi (biznesSi), sabazro urTierTobaTa damkvidrebis<br />
etapzec ki, niSnavs saxelmwifos ama Tu im zomiT zemoqmedebas<br />
moTxovnisa da miwodebis Tanafardobis moculobasa da<br />
struqturaze. gamoyofen aseTi zemoqmedebis Semdeg Ziri-<br />
Tad formebs: 1. saxelmwifos arapirdapiri, iribi zemoqmedeba<br />
moTxovnasa da miwodebaze; 2. saxelmwifos pirdapiri zemoqmedeba<br />
moTxovnasa da miwodebaze.<br />
saxelmwifos mier moTxovnasa da miwodebaze arapirdapiri<br />
zemoqmedebis klasikuri magaliTia proteqcionistuli<br />
politikis gatareba, romelic miznad isaxavs erovnuli bazris<br />
dacvas, maT Soris, saTanado pirobebis Seqmnas samamulo<br />
firmebis mier ekonomikis struqturuli gardaqmnebis ganxorcielebisTvis.<br />
aseT politikas mimarTa iaponiis mTavro-<br />
1 marketingi. n. d. eriaSvilis redaqciiT, moskovi, 2000, gv. 6 (rusul<br />
enaze).<br />
21
am erovnuli saavtomobilo kompaniebis poziciis ganmtkicebisTvis,<br />
rom daecva isini ufro iafi amerikuli avtomobilebis<br />
mozRvavebisagan. amiT iaponur kompaniebs miecaT SesaZlebloba<br />
mieRwiaT aucilebeli teqnologiuri donis-<br />
Tvis, rom Semdgom (rogorc es moxda) warmatebiT gaewiaT<br />
konkurencia msoflios saavtomobilo gigantebisTvis. proteqcionistuli<br />
daxmareba erTi dargis firmebisTvis zRudavs<br />
im dargebis ganviTarebas, romlebic ar moeqcnen aseTi<br />
politikis CarCoebSi. amitom proteqcionistuli politika<br />
arsebiTad niSnavs resursebis gadanawilebas erTi sferodan<br />
meoreSi. arsebobs saxelmwifos mxriv moTxovna-miwodebaze<br />
(bazarze) iribi zemoqmedebis sxva farTod cnobili meTodebic<br />
(sagadasaxado ganakveTebis, bankis procentis sididis<br />
Secvla da sxv.). magram inflaciis maRali tempebis pirobebSi<br />
maTi gamoyenebis SesaZleblobebi SezRudulia.<br />
saqarTvelosTvis friad sayuradReboa aSS magaliTis<br />
motana imis Taobaze, romelic sakuTari bazris dasacavad mezobel<br />
qveyanasTan konfliqtsac ar erideba. 1 saqme exeba Cilel<br />
da amerikel biznesmenTa Soris warmoSobil konkurencias.<br />
gasuli saukunis 90-iani wlebis bolodan oragulis moSeneba<br />
da rewva Ciles ekonomikis erT-erTi swrafad ganviTarebadi<br />
dargi gaxda. bolo xuTi wlis ganmavlobaSi am dargis sawarmoebis<br />
zrdis tempi yovelwliurad 25%-ze maRalia. amitomac<br />
Cile norvegiis Semdeg `cocxali~ oragulis yvelaze didi<br />
eqsportioria. aSS-Si moxmarebuli oragulis naxevari (182<br />
aTasi tona) swored Ciles angariSze modis. oragulis eqsporti<br />
am qveyanaSi Cilelebs 130-140 mln aSS dolar mogebas utovebs.<br />
aSS bazarze iseTi maRalkonkurentuli saqonlis Semotevam,<br />
rogorc `cocxali~ oragulia, karga xania SeaSfoTa am<br />
produqciis adgilobrivi mwarmoeblebi. maT Cilelebi ukve<br />
meramdened daadanaSaules dempingSi. isini amtkiceben, rom<br />
Ciles xelisufleba oragulis mwarmoeblebs solidur subsidiebs<br />
aZlevs. fermerebi didi odenobis SeRavaTian kredit-<br />
Tan erTad ufasod iReben teqnologiebsac, romlebic saxelmwifo<br />
institutebSia damuSavebuli. mTavroba mxars uWers<br />
maT da SeRavaTian fasebSi uwevs reklamas. yovelive amis Taobaze<br />
oragulis amerikelma mrewavebma aSS-is vaWrobis saministroSi<br />
oficialuri saCivari Seitanes. maT moTxovnebs mTav-<br />
1 marketingi prof. g. SublaZis redaqciiT, dasax. wigni, gv. 17.<br />
22
obamac dauWira mxari. 1997 wlis ivlisis bolos saerTaSoriso<br />
savaWro komisiam amerikeli mrewavebis mxardasaWerad winaswari<br />
daskvnac gamoitana, romelic Cilesa da aSS saerTaSoriso<br />
savaWro urTierTobaSi Tu oficialurad dakanondeboda,<br />
Ciles oraguli SeiZleba sabaJo danaricxebis 40%-ian gadaulaxav<br />
zRudes waawydeboda (davis warmoSobamde igi Seuz-<br />
Rudavad SehqondaT aSS-Si). ufro metic, aseTi procentis<br />
daSvebam aSS bazarze Ciledan Rvinisa da xilis importsac SeiZleba<br />
analogiuri winaaRmdegobebi Seuqmnas.<br />
msoflio praqtikaSi sakuTari biznesisadmi gonivruli<br />
proteqcionistuli politikis gatareba sulac ar niSnavs<br />
provincializms. sakuTari bazari Tu Tavad ar daicavi, mas,<br />
bunebrivia, sxva verc da arc daicavs. TviT saerTaSoriso<br />
masStabiT aRiarebuli demokratiuli saxelmwifo — aSS-c ar<br />
erideba aseTi RonisZiebebis gatarebas. 1996 wels am qveyana-<br />
Si adgilobrivi biznesis sasargeblod italiuri spagetis<br />
importi SezRudes. ufro adre ki iaponuri avtomobilebis<br />
mimarT gaatares TiTqmis analogiuri zomebi. aseTma nabijma<br />
TiTqmis yovelTvis gamoiRo Sedegebi. aSS-s ekonomika kidev<br />
ufro ganviTarda.<br />
saqarTveloSi gansakuTrebiT gardamaval periodSi,<br />
aucilebelia erovnuli biznesis yovelmxrivi mxardaWera da<br />
daxmareba. amasTan gasaTvaliswinebelia saqarTvelos geopolitikuri<br />
mdebareoba. strategiuli resursebis (navTobi,<br />
bunebrivi gazi, xorbali da sxv.) deficiti ucxouri investiciebis<br />
saWiroeba.<br />
saxelmwifos mxriv moTxovnaze pirdapir zemoqmedeba-<br />
Si ifulisxmeba biznesis mxardaWeris cnobili gza, rodesac<br />
saxelmwifo gamodis ama Tu im produqciis uSualod Semkve-<br />
Tisa da momxmareblis rolSi. magram moTxovnasa da miwodebas<br />
Soris proporciaTa formirebaSi bazris dominirebuli<br />
rolis pirobebSi, aseT zemoqmdebas SeiZleba hqondes SezRuduli<br />
xasiaTi; kerZod, roca saxelmwifo mxolod iseTi produqciis<br />
SemkveTia, romelic ganekuTvneba samxedro da saer-<br />
To saxelmwifoebrivi infrastruqturis kategorias. Tu saxelmwifo<br />
(saministroebi) daiwyebs sruluflebiani sameurneo<br />
subieqtis rolis Sesrulebas (erTi sawarmodan produqciis<br />
SeZenas da sxva firmebze gayidvas), es arsebiTad iqneboda<br />
dabruneba marTvis Zvel centralizebul sistemaze (roca<br />
marTvis funqcias Serwya regulireba) yvela cnobili misi<br />
23
negatiuri SedegiT. magram gardamaval periodSi SeiZleba Seiqmnas<br />
situacia, rodesac saqonlis calkeul saxeebze moTxovnis<br />
saxelmwifoebrivi mxardaWera gamarTlebulia. saqme<br />
exeba zogierT nawarmze moTxovnis Semcirebas, rac ganpirobebulia<br />
momxmarebelTa ZiriTadi masis droebiTi finansuri<br />
siZneleebiT. saxelmwifo organoebma unda gamoavlinon moTxovnis<br />
Semcirebis droebiTi da koniunqturuli xasiaTi da<br />
gamoiyenon Sesabamisi sasaqonlo resursebis formirebis-<br />
Tvis yvela aucilebelia RonisZieba.<br />
saxelmwifos pirdapiri zemoqmedeba miwodebaze<br />
struqturuli gardaqmnis amocanebis gadawyvetis erT-erTi<br />
yvelaze TvalsaCino wesia. saxelmwifos mier warmoebis ganviTarebis<br />
prioritetul mimarTulebaTa uSualo dafinanseba,<br />
romelic SeiZleba ganxorcieldes sxvadasxva organizaciul-finansuri<br />
formiT, gamoricxavs moTxovnisa da miwodebis<br />
droebiTi meryeobis faqtors. swored aseTi midgoma<br />
gamomdinareobs gardamavali periodis kapitaldabandebis<br />
wyaroebis struqturidan, rodesac individualuri invesaticiebis<br />
(saojaxo meurneobebis) saSualebebi SedarebiT<br />
mcirea.<br />
maSasadame, bazris regulireba saWiroa ara marto ma-<br />
Sin, roca bazari gajerebulia an gajerebis pirasaa misuli<br />
da gamwvavebulia konkurencia, aramed gardamaval period-<br />
Sic, roca mimdinareobs saxelmwifos aqtiuri monawileoba.<br />
ganasxvaveben e. w. gamyidvelisa da myidvelis bazaars. `gamyidvelis<br />
bazris~ pirobebSi moTxovna mniSvnelovnad aRemateba<br />
miwodebas, bazari gaujerebelia. arsebobs mwarmoeblis<br />
diqtati, e. i. mwarmoebeli privilegiur mdgomareobaSia da<br />
deficitis pirobebSi ugulvebelyofilia momxmareblis interesebi,<br />
SezRudulia saqonlis asortimenti, rac aiZulebs<br />
myidvels SeiZinos is, rasac gamyidveli sTavazobs (gansakuTrebuli<br />
pretenziebis gareSe saqonlis xarisxisa da<br />
mTlianad teqnikur-ekonomikuri Tvisebebis mimarT). `myidvelis<br />
bazris~ pirobebSi, piriqiT, produqciis (momsaxurebis)<br />
miwodeba gacilebiT aRemateba masze moTxovnas. aseTi<br />
bazari xasiaTdeba sxvadasxva mwarmoeblebis mier gamoSvebuli<br />
saqonlis farTo asortimentiT, rac myidvels SesaZleblobas<br />
aZlevs airCios saqoneli Tavisi gemovnebisa da survilisamebr.<br />
aseTi viTareba bazarze amwvavebs konkurencias da<br />
saxelmwifos mxriv regulireba metiwald iribi zemoqmede-<br />
24
is RonisZiebebiT ifargleba. `myidvelis bazris~ tendencia<br />
ekonomikurad ganviTarebul qveynebSi gamoikveTa gasuli saukunis<br />
50-ian wlebidan. Tanamedrove saerTaSoriso bazari,<br />
sasaqonlo bazrebi myidvelis bazrebia. romlebzec aris<br />
mwvave konkurencia, brZola myidvelis mopovebisTvis, rac<br />
aiZulebs mwarmoeblebs (gamyidvelebs) izrunon saqonlis xarisxis<br />
gaumjobesebis, asortimentis ganaxlebisa da misi gayidvis<br />
procesebis (servisis) srulyofisaTvis.<br />
sabazro ekonomikis dros moTxovna-miwodebis yvela<br />
ZiriTadi problema, rogorc wesi, wydeba sawarmos (firmis)<br />
doneze. am mimarTulebiT dagrovda mdidari gamocdileba im<br />
qveynebSi, sadac Camoyalibebulia civilizebuli sabazro<br />
ekonomika. esaa saqonlis warmoeba-gasaRebis praqtikisa da<br />
Teoriis sistema, romelic cnobilia <strong>marketingis</strong> saxelwodebiT.<br />
marketinguli saqmianoba aucilebelia Cveni sawarmoebis<br />
(firmebis) sabazro urTierTobaTa pirobebSi warmatebuli<br />
muSaobisTvis. magram am saqmeSi ucxouri gamocdilebis<br />
pirdapiri gadmoReba da meqanikuri danergva ar aris mizan-<br />
Sewonili. saWiroa arsebuli gamocdilebis safuZvelze <strong>marketingis</strong><br />
erovnuli (qarTuli) koncefciis SemuSaveba da gamoyeneba,<br />
romelic miesadageba adgilobrivi (erovnuli)<br />
firmebis funqcionirebis realobas, rac ganpirobebulia<br />
Cveni qveynis bunebriv-klimaturi pirobebiT, mosaxleobis<br />
tradiciebiT, momxmarebelTa fsiqologiuri ganwyobiT da<br />
sxva faqtorebiT. amgvarad, sawarmom (firmam) rom SeZlos<br />
konkretul garemoSi funqcionireba, safuZvlianad unda gaerkves<br />
momxmarebelTa moTxovnaSi da maqsimalurad izrunos<br />
misi dakmayofilebisTvis, winaaRmdeg SemTxvevaSi firma gakotrdeba.<br />
marketinguli saqmianoba mravalferovania: igi<br />
iwyeba bazris SeswavliT, Sesabamisi produqciis (momsaxurebis)<br />
SeqmniT da moicavs warmoeba-gasaRebis mTel cikls rentabeluri<br />
(momgebiani) Sedegebis miRwevis CaTvliT. amitom<br />
marketingi emyareba mikroekonomikur maxasiaTeblebsa da<br />
kriteriumebs da xels uwyobs umTavresad kompleqsuri<br />
(dargTaSorisi) problemebis gadawyvetas sawarmos (firmis)<br />
doneze. e. i. marketingi mikroekonomikuri problemebis warmatebiT<br />
gadawyvetis aucilebeli pirobaa sabazro ekonomikis<br />
pirobebSi<br />
25
26<br />
Tavi 2. <strong>marketingis</strong> arsi da socialurekonomikuri<br />
mniSvneloba<br />
2.1. <strong>marketingis</strong> arsi da funqciebi<br />
<strong>marketingis</strong> socialur-ekonomikuri arsis garkvevis-<br />
Tvis aucilebelia dadgindes misi mTavari daniSnuleba da<br />
arsebiTi niSnebi.<br />
sabazro ekonomika, romelic emyareba biznesis Tavisuflebasa<br />
da konkurencias, nebismieri sferos (warmoebis,<br />
vaWrobis da sxv.) firmisgan moiTxovs sameurneo saqmianobis<br />
(biznesis) ganxorcielebas bazarze maqsimaluri orientaciiT;<br />
winaaRmdeg SemTxvevaSi gardauvalia misi gakotreba<br />
(funqcionirebis Sewyveta). saqme is aris, rom firmis mier<br />
Sesrulebuli samuSaos Sedegad Seqmnil Sromis produqts<br />
(momsaxurebas), rogorc wesi, unda hyavdes momxmarebeli<br />
(myidveli). firma — miuxedavad profilisa, sanam daiwyebdes<br />
bizness (mewarmeobas), kargad unda gaerkves bazris (momxmarebelTa<br />
gadaxdisunarian) moTxovnilebaSi da mxolod amis<br />
Semdeg unda gadawyvitos sabazro moTxovnis Sesabamisi saqonlis<br />
warmoeba. biznesis erT-erTi mcnebis mixedviT didi<br />
Secdomaa jer awarmoo saqoneli, xolo Semdeg ifiqro rogor<br />
gayido igi. Tavidanve unda gadawydes, ra SeiZleba gaiyidos<br />
imisgan, risi gakeTebac SeuZlia firmas da Semdeg awarmoos.<br />
aRniSnuli problemis gadawyvetisTvis friad aqtualuri<br />
mniSvneloba aqvs <strong>marketingis</strong> praqtikisa da Teoriis<br />
dargSi sazRvargareT (upirveles yovlisa, aSS-Si) dagrovil<br />
gamocdilebas. am gamocdilebis Seswavla da gamoyeneba aucilebelia<br />
ara marto ekonomikuri mecnierebisaTvis, aramed<br />
sawarmoebis (firmebis) praqtikuli saqmianobisaTvis sabazro<br />
urTierTobaTa pirobebSi.<br />
Tanamedrove marketingma, vidre igi Camoyalibdeboda<br />
rogorc sawarmos (firmis) sabazro meqanizmze damyarebuli<br />
warmoeba-gasaRebis saqmianobis sistema, evoluciis saukunovani<br />
gza ganvlo. misi warmoSoba ganapiroba saqonlis realizaciis<br />
(gasaRebis) siZneleebma didmasStabiani warmoebis<br />
ganviTarebisa da gamwvavebuli konkurenciis pirobebSi.
marketingSi, rogorc ekonomikuri saqmianobis sistema-<br />
Si, asaxulia yvela Teoriuli, meTodologiuri da organizaciul-meToduri<br />
hipoTeza sawarmos (firmis) ekonomikuri<br />
qcevis Sesaxeb konkurentunarianobis asamaRleblad. es sistema<br />
moicavs <strong>marketingis</strong> strategiasa da taqtikas, rac uzrunvelyofs<br />
firmisTvis maqsimaluri mogebis miRebas saqonlis<br />
realizaciidan. es ki SesaZlebelia marketinguli kvlevebis<br />
sistemuri Catarebis gziT, romlis Sedegad iqmneba sainformacio<br />
baza bazarze arsebuli mdgomareobis Seswavlisa<br />
da moTxovna-miwodebis prognozebis dasamuSaveblad,<br />
romlebic safuZvlad daedeba <strong>marketingis</strong> programis (gegmis)<br />
da strategiis Sedgenas. amasTan moklevadiani prognozi<br />
keTdeba detalur maCveneblebSi. sasaqonlo bazrebis koniunqturis<br />
prognozi aucilebelia bazarze optimaluri taqtikis<br />
gansazRvrisaTvis moTxovna-miwodebis mosalodneli<br />
Tanafardobis gaTvaliswinebiT.<br />
nebismieri kategoriis (movlenis) arsi organul kav-<br />
SirSia mis funqciebTan (daniSnulebasTan); sxvanairad kategoriis<br />
arsi Tavis gamoxatulebas poulobs mis funqciebSi.<br />
narketingis arsis Taobaze arsebobs azrTa sxvadasxvaoba da<br />
mravali ganmarteba, germaniis <strong>marketingis</strong> institutis monacemebis<br />
Tanaxmad 1995 wlisaTvis dagrovda <strong>marketingis</strong> daaxloebiT<br />
2000 ganmarteba. 1 termini `marketingi~ niSnavs bazarze<br />
moqmedebas, saqmianobas, bazris Seqmnas, keTebas. magram<br />
marketingi, ekonomikuri saqmianobis sistemaa da gacilebiT<br />
farTo cnebaa.<br />
Tavdapirvelad <strong>marketingis</strong> cnebis Sinaarsi dakavSirebuli<br />
iyo saqonelmimoqcevis, saqonlis gasaRebis sferos<br />
faqtorebis analizTan, dawyebuli mwarmoeblis mier saqonlis<br />
gamoyenebiT da damTavrebuli momxmareblamde misi dayvaniT.<br />
e. i. <strong>marketingis</strong> miznad miCneuli iyo firmis mier warmoebuli<br />
produqciis gasaRebis uzrunvelyofa. magram cxovrebam<br />
aCvena, rom Tu saqoneli warmoebulia sabazro moTxovnilebis<br />
gaTvaliswinebis gareSe, misi efeqtian gasaRebaze<br />
zedmetia laparaki. amis gamo <strong>marketingis</strong> cnebis Sinaarsma<br />
ganicada arsebiTi cvlilebebi saqonlis warmoebisa da realizaciis<br />
pirobebis cvlilebaTa Sesabamisad da dRes marke-<br />
1 o. d. andreeva, a. v. andreevi. <strong>marketingis</strong> TviTmaswavli, moskovi,<br />
2001, gv. 13 (rusul enaze).<br />
27
tingi warmatebiT gamoiyeneba ekonomikisa da biznesis yvela<br />
sferoSi (dargSi) da arakomerciul saqmianobaSic.<br />
miuxedavad amisa, dRemde avtorTa erTi nawili marketings<br />
aigivebs savaWro-gasaRebiT saqmianobasTan, gacvlis<br />
procesebTan. 1 Tanamedrove <strong>marketingis</strong> mTavari principia<br />
saqonlis warmoebis uzrunvelyofa bazris moTxovnilebeb-<br />
Tan sruli SesabamisobiT: iwarmoos is, rac gaiyideba da ara<br />
iyidebodes is, rac warmoebulia. swored <strong>marketingis</strong> pirvel<br />
mcnebad aRiarebulia Semdegi: `Tu Tqven saqoneli ara gaqvT,<br />
Tqven araferi ar gagaCniaT~. 2 amitom Tanamedrove etapze<br />
<strong>marketingis</strong> gamoyenebis mTavari sferoa materialuri warmoeba<br />
da yvela is saqmianoba, rac dakavSirebulia saqonlis<br />
warmoebasTan da sxvadasxva momsaxurebis gawevasTan. 3 aRniSnulidan<br />
gamomdinare, rodesac yovelgvar savaWro-gasaRebis,<br />
saSuamavlo da sareklamo saqmianobas Tvlian marketingad,<br />
moklebulia safuZvels. <strong>marketingis</strong> cnobili amerikeli<br />
profesori f. kotleri aRniSnavs: `umravlesoba SecdomiT<br />
aigivebs marketings gasaRebasa da stimulirebasTan. gasaReba<br />
misi mravali funqciidan mxolod erTi funqciaa, amasTan<br />
xSirad araarsebiTi~. 4 e. w. saxelmZRvanelos avtori ki saqonlis<br />
gasaRebas miiCnevs arsebiTad Tanamedrove marketingSi 5<br />
yovelgvari argumentis gareSe. e. i. marketingi ar SeiZleba<br />
iyos ekonomikis romelime erTi dargis, magaliTad vaWrobis<br />
kuTvnileba, rogorc es warmoudgenia avtorTa nawils. saqarTvelos<br />
umaRles saswavleblebSi SemoRebul iqna vaWrobis<br />
ekonomikisa da <strong>marketingis</strong> specialoba, rac ar iyo mar-<br />
Tebuli. alogikuria <strong>marketingis</strong> gamocxadeba biznesis (anu<br />
sameurneo saqmianobis) funqciad, miT umetes biznesis ganvi-<br />
Tarebis ZiriTad da centralur funqciad. 6<br />
1 Tanamedrove marketingi. v. e. xruckis red. moskovi, 1997, gv. 27<br />
(rusul enaze); a. soxaZe, s. uruSaZe, m. gigolaSvili. marketingi,<br />
quTaisi, 1991, gv. 12; r. beriZe. gza civilizebuli biznesisaken,<br />
1993, gv. 91 da sxv.<br />
2 Jurn. `marketing~, #3, 1994, gv. 17 (rusul enaze).<br />
3 g. SublaZe. menejmentisa da <strong>marketingis</strong> cnobari, Tbilisis universitetis<br />
gamomcemloba, Tb., 1994, gv. 58,<br />
4<br />
f. kotleri. <strong>marketingis</strong> <strong>safuZvlebi</strong>, 1992, moskovi, gv. 46 (rusul<br />
enaze).<br />
5 z. grigolaSvili. marketingi. saxelmZRvanelo. Tb., 1999, gv. 8.<br />
6<br />
r. javaxiSvili, n. oqruaSvili, dasax. wigni, gv. 3, 8, 25.<br />
28
amgvarad, Tanamedrove <strong>marketingis</strong> mTavari daniSnulebaa<br />
saqonlis warmoebisa da sxva nebismieri samurneo saqmianobis<br />
(biznesis) Segueba bazarTan, momxmarebelTa (myidvelTa)<br />
moTxovnasTan; bazris winaswari Seswavlisa da misi<br />
ganviTarebis perspeqtivebis gansazRvris (prognozirebis)<br />
Semdeg unda gadawydes iseTi produqciis (momsaxurebis) warmoebis<br />
sakiTxi, romelsac eqneba realizaciis (gayidvis) garantia.<br />
samwuxarod, amerikuli saxelmZRvanelos — `gamoyenebiTi<br />
ekonomikis~ meoTxe gamocemis qarTul TargmanSi, romelic<br />
damtkicebulia saqarTvelos ganaTlebis saministros<br />
mier damxmare saxelmZRvanelod ufrosi klasebisaTvis, <strong>marketingis</strong><br />
ganmarteba gadmocemulia Zveli interpretaciiT:<br />
`saqmianoba, romelic xels uwyobs warmoebuli saqonlisa da<br />
momsaxurebis warmatebul realizacias~. 1 garda amisa, am wignSi<br />
gadmocemulia <strong>marketingis</strong> mTavari funqciebi saqonlis<br />
Sesyidva-gayidvasa da realizaciaze aqcentis gakeTebiT: infromaciis<br />
Segroveba, Sesyidva, transportireba, gayidva, Senaxva<br />
da sxv. 2<br />
aRniSnulidan gamomdinare arsebiTi mniSvneloba aqvs<br />
<strong>marketingis</strong> swor definiacias, gansakuTrebiT saxelmZRvaneloSi.<br />
zogadad marketings ganmartaven rogorc biznesis filosofias.<br />
yvelaze metad gavrcelebulia kotleriseuli<br />
ganmarteba, sadac, Cveni azriT, calmxrivadaa gadmocemuli<br />
am cnebis arsi: `marketingi adamianuri saqmianobis saxeobaa,<br />
romelic mimarTulia saWiroebaTa da moTxovnilebaTa dasakmayofileblad<br />
gacvlis saSualebiT”. 3 marTalia, nebismieri<br />
kategoriis definiciisas SeuZlebelia yvela misi ZiriTadi<br />
damaxasiaTebeli niSnis gaTvaliswineba, magram aucilebelia<br />
ganmartebaSi aisaxos arsebiTi mxareebi. motanil gansaz-<br />
RvraSi ar Cans bazris, misi erT-erTi ZiriTadi elementis —<br />
moTxovnis Seswavlis, prognozirebis aucilebloba. ganmartebaSi<br />
aqcenti keTdeba saWiroebisa da moTxovnilebis dakmayofilebaze<br />
gacvlis, e. i. gasaRebis, realizaciis saSualebiT<br />
maSin, rodesac <strong>marketingis</strong> Tanamedrove gagebaSi, rogorc<br />
aRiniSna, mTavaria jer bazris, kerZod misi erT-erTi<br />
1 gamoyenebiTi ekonomika. Tb., 1997, gv. 216.<br />
2 gamoyenebiTi ekonomika. dasax. wigni, gv. 97.<br />
3 f. kotleri. dasax. wigni, gv. 47<br />
29
ZiriTadi elementis — moTxovnis Seswavla-prognozireba da<br />
Semdeg warmoebis (biznesis) daqvemdebareba momxmarebelTa<br />
moTxovnis dakmayofilebisadmi.<br />
maSasadame, Tanamedrove <strong>marketingis</strong> arsebiTi aspeqtia<br />
ar moTxovnilebis an kidev saWiroebis, aramed moTxovnis<br />
Seswavla da misi maqsimaluri gaTvaliswineba produqciis<br />
(momsaxurebis) warmoebis procesSi, winaaRmdeg SemTxvevaSi<br />
firma ver miaRwevs ZiriTad mizans biznesSi — mogebis miRebas.<br />
amitom mizanSewonilad migvaCnia ganmarteba:<br />
marketingi aris saqonelze (momsaxurebaze da sxv.) moTxovnis<br />
Seswavla-prognozireba da misi dakmayofilebis uzrunvelyofa<br />
gacvlis saSualebiT mogebis misaRebad. moTxovnis<br />
dakmayofilebisTvis ki aucilebelia misi winaswar gamovlena-Seswavla.<br />
unda aRiniSnos isic, rom ekonomikur literaturaSi<br />
terminebs `marketings~ da `bazarTmcodneobas~ aigiveben er-<br />
TmaneTTan, 1 rac ar aris marTebuli. marketingi gacilebiT<br />
ufro farTo cnebaa, vidre bazarTmcodneoba. saqme isaa, rom<br />
marketingi ar izRudeba marto bazris SeswavliT. igi amave<br />
dros axdens aqtiur zemoqmedebas bazarze, kerZod, moTxovnis<br />
formirebaze da moqnilad reagirebs moTxovnis cvlilebebze.<br />
amrigad, marketingi konkretuli moTxovnis dakmayofilebasa<br />
da mogebis miRebaze orientirebuli saqonlis warmoebisa<br />
da gasaRebis xelSemwyobi kompleqsuri sistemaa, romelic<br />
emyareba bazris sistemur gamokvlevasa da prognozirebas, sawarmos<br />
(firmis) Siga da gare garemos Seswavlas, bazarze misi<br />
qcevis strategiisa da taqtikis damuSavebas <strong>marketingis</strong><br />
programis daxmarebiT.<br />
aucilebelia iTqvas kidev erTi uzustobis Sesaxeb<br />
<strong>marketingis</strong>a da menejmentis urTierTdamokidebulebasTan<br />
dakavSirebiT. ekonomikur literaturaSi marketings ganmartaven<br />
rogorc sawarmoebis (organizaciebis) marTvis sistemas,<br />
rogorc warmoeba-gasaRebis marTvis sistemas an kidev<br />
rogorc marTvis sabazro koncefcias 2 da amgvarad aigiveben<br />
1<br />
o. qeSelaSvili. biznesis organizacia. Tb., 1995, gv. 15; g. jolia.<br />
marketingi, Tb., 1992, gv. 12 da sxv.<br />
2<br />
m. a. oklanderi. marketingi da logistika mewarmeobaSi, odesa,<br />
1996, gv. 28 (rusul enaze); T. wereTeli. ekonomika da biznesi. Tsu,<br />
1997, gv. 205; z. grigalaSvili. dasax. wigni, gv. 5.<br />
30
mas menejmentTan. sawarmos doneze menejmenti da marketingi<br />
gadajaWvulia erTmaneTTan, magram menejmenti gacilebiT<br />
ufro farTo saqmianobaa, vidre marketingi. menejmenti sawarmos<br />
(firmis) fuqncionirebis yvela mimarTulebis, maT<br />
Soris marketinguli saqmianobis marTvasac niSnavs. Tu marketingi<br />
aRiarebulia biznesis filosofiad, menejmenti aris<br />
biznesis marTvis filosofia. mkvlevarTa nawili Tvlis marketings<br />
menejmentis (marTvis) erT-erT funqciad. 1 amitom<br />
SeiZleba laparaki mxolod sawarmos marketinguli marTvis<br />
Taobaze (bazarze orientirebuli marketinguli marTva). e. i.<br />
menejmenti moicavs firmis (sawarmos) saqmianobis yvela mimarTulebis<br />
marTvas, saxeldobr warmoebis, <strong>marketingis</strong>, finansebis,<br />
kadrebis da a. S. vinaidan marketingi menejmentis<br />
obieqtia, `<strong>marketingis</strong> <strong>safuZvlebi</strong>~ erTi semestriT mainc<br />
adre unda iswavlebodes, vidre `menejmentis <strong>safuZvlebi</strong>~.<br />
aqve isic unda aRiniSnos, rom <strong>marketingis</strong> Sesaxeb literaturaSi<br />
<strong>marketingis</strong> dagegmva unda ganixilebodes marTvas-<br />
Tan mWidro, logikur kavSirSi, radgan dagegmva menejmentis<br />
(marTvis) pirvel da erT-erT ZiriTad funqciad aris miCneuli.<br />
marketingi Tavis arsidan gamomdinare emyareba Semdeg<br />
ZiriTad cnebebs: saWiroeba, moTxovnileba, moTxovna, saqoneli,<br />
gacvla, garigeba, mogeba da bazari.<br />
<strong>marketingis</strong> safuZvlad miCneulia adamianiseuli saWiroebani.<br />
adamianTa saWiroeba rTuli da mravalferovani<br />
cnebaa. masSi Sedis fiziologiuri saWiroeba saWmelze, tansacmelze,<br />
siTbosa da usafrTxoebaze; socialuri saWiroeba<br />
sulier siaxloveze, gavlenasa da erTgulebaze; piradi saWiroeba<br />
codnasa da TviTgamoxatvaze. es saWiroebani yalibdeba<br />
ara gare faqtorebis zemoqmedebiT, aramed gamomdinareoben<br />
adamianis fenomenidan. Tu saWiroeba ar aris dakmayofilebuli,<br />
adamiani dabeCavebuli da daTrgunulia. rac ufro<br />
mniSvnelovania misTvis esa Tu is saWiroeba, miT ufro Rrmad<br />
ganicdis adamiani misi dakmayofilebis SeuZleblobas da Rebulobs<br />
alternatiul gadawyvetilebas: an eZebs saWiroebis<br />
dakmayofilebis wyaros, an Seecdeba CaaxSos is.<br />
1<br />
i. n. gerCikova. menejmenti. saxelmZRvanelo, moskovi, 1995, gv. 149<br />
(rusul enaze).<br />
31
ac Seexeba adamianis moTxovnilebas, masSi igulisxmeba<br />
individis kulturuli donisa da pirovnebis Sesabamisi<br />
specifikuri formis saWiroeba. moTxovnilebebi TavianT gamoxatulebas<br />
pouloben saWiroebis dakmayofilebis im SesaZleblobebSi,<br />
romlebic damaxasiaTebelia mocemuli sazogadoebis<br />
ekonomikuri da kulturuli ganviTarebis donis-<br />
Tvis. socialur-ekonomikuri ganviTarebis kvalobaze izrdeba<br />
sazogadoebis moTxovnilebebic. rac ufro maRldeba<br />
ekonomikuri ganviTarebis done, miT ufro izrdeba adamian-<br />
Ta interesi da survili sxvadasxva saqonlis (momsaxurebis)<br />
SeZenisadmi. mwarmoeblebi cdiloben iyos Sesabamisoba adamainTa<br />
moTxovnilebebsa da im saqonels Soris, romelsac<br />
isini uSveben. am SemTxvevaSi saqoneli (momsaxureba) gamodis<br />
rogorc konkretul moTxovnilebaTa dakmayofilebis saSualeba.<br />
adamianTa moTxovnileba prsaqtikulad usazRvroa, xolo<br />
maTi dakmayofilebis resursebi SezRuduli.<br />
adamiani saqonlis masidan irCevs (moiTxovs) imas, romelic<br />
aniWebs mas yvelaze met kmayofilebas mis finansur SesaZleblobaTa<br />
farglebSi. rogorc cnobilia, moTxovna moTxovnilebis<br />
is nawilia, romelic uzrunvelyofilia myidvelobiTi<br />
unariT. 1 e. i. moTxovna gadaxdisunariani moTxovnilebaa.<br />
amitom `gadaxdisunariani moTxovnis~ xmareba, 2 alogikuria.<br />
magram mxedvelobaSia misaRebi is, rom moTxovna damokidebulia<br />
momxmarebelTa fulad Semosavlebsa da fasebis<br />
doneze. adamianebi irCeven iseT saqonels, romelic sasurvelia<br />
samomxmareblo TvisebebiT da iyideba maTTvis xelsayreli<br />
fasiT.<br />
cnebaSi `saqoneli~ igulisxmeba ara marto nawarmi, romelic<br />
akmayofilebs saWiroebasa da moTxovnas, aramed sxvadasxva<br />
saxis momsaxureba, idea da sxv. Tu termini `saqoneli~<br />
zogjer arabunebrivad JRers, maSin misi Secvla SeiZleba<br />
Semdegi SesatyvisebiT `moTxovnis damakmayofilebeli~, `miwodeba~.<br />
yvela saqonels, romelic akmayofilebs myidvelis<br />
moTxovnas, uwodeben arCevanis sasaqonlo asortiments. saqoneli<br />
rac ufro sruliad Seesabameba momxmareblis survilebs,<br />
miT ufro met warmatebas aRwevs mwarmoebeli da gamsa-<br />
1 da ara msyidvelobiTi unariT.<br />
2 r. asaTiani, dasax. wigni, gv. 35; z. grigalaSvili, dasax. wigni, gv. 10<br />
da sxv.<br />
32
Rebeli. amitom nebismieri profilis firma unda eZebdes potenciur<br />
momxmareblebs, avlendes maT gadaxdisunarian moTxovnilebas<br />
— moTxovnas da mTel Zalisxmevas unda mimarTavdes<br />
maTi rac SeiZleba srulad dakmayofilebisTvis.<br />
adamianebi TavianT moTxovnas ikmayofileben gacvlis<br />
saSualebiT. gacvla niSnavs raime sasurveli saqonlis (momsaxurebis)<br />
miRebis aqts sanacvlod raimes miwodebis gziT.<br />
<strong>marketingis</strong> sistemaSi erT-erTi ZiriTadi cnebaa `garigeba~,<br />
romelic warmoadgens bazarze saqonlis (faseulobis)<br />
gacvlas or mxares Soris. sameurneo saqmianobis (biznesis)<br />
Sedegad miRebulma Semosavlebma unda gadafaros danaxarjebi,<br />
romlebic iqna gaweuli da firmas unda darCes mogeba.<br />
bazari SeiZleba Camoyalibdes raime saqonelze (momsaxurebaze)<br />
an raime faseulobaze. magaliTad, Sromis bazari<br />
Sedgeba adamianebisagan, romlebsac surT Tavisi samuSao Zala<br />
gacvalon xelfasze an saqonelze.<br />
amgvarad, marketingi, rogorc bazarze saqmianobis sistema,<br />
moicavs: saqonelze (momsaxurebaze) momxmareblis gadaxdisunariani<br />
moTxovnilebaTa Seswavlas, moTxovnis mdgomareobisa<br />
da dinamikis gulmodgined gaTvaliswinebas; warmoebis<br />
Seguebas bazris moTxovnebTan; aqtiur zemoqmedebas<br />
bazris moTxovnis, formirebaze; kontrols saqonlis realizaciis<br />
pirobebze, moqnil reagirebas moTxovnis cvlilebebze.<br />
marketings, rogorc nebismier sistemas, gaaCnia Tavisi<br />
principebi (mimarTulebebi), meTodebi da amocanebi. <strong>marketingis</strong><br />
mimarTulebebi gulisxmobs politikis gatarebas saqonlis<br />
asortimentisa da xarisxis, fasebis formirebis, gasaRebis<br />
organizaciis, komunikaciebis sferoSi. yvela CamoTvlili<br />
problemis gadaswyvetad sxva meTodebTan erTad yvelaze<br />
qmediT meTodad aRiarebulia analizi. marketingSi analizs<br />
eniWeba yovelmxrivi, obieqturi da kritikuli xasiaTi,<br />
rac imas niSnavs, rom arsebuli mdgomareoba unda Sedardes<br />
TeoriaSi miRebul principebTan.<br />
sabolood SeiZleba gakeTdes daskvna imis Taobaze rom<br />
marketingi bazarze sawarmos (firmis) saqmianobis Tanamedrove<br />
meTodologiaa, romelic orientirebulia konkurenciis<br />
pirobebSi momxmarebelTa moTxovnis dakmayofilebasa da<br />
mogebis miRebaze. marketingi rogorc meTodologia exmare-<br />
33
a sawarmoebs (firmebs) imaSi, rom gairkves sawarmos sabazro<br />
SesaZleblobebi. farTo gagebiT marketingi niSnavs biznesis<br />
filosofias sabazro ekonomikis pirobebSi.<br />
Tanamedrove specialur literaturaSi ar aris erTiani<br />
azri <strong>marketingis</strong> funqciebis Sesaxeb. sxvadasxva avtori<br />
sxvadasxvagvarad ayalibebs <strong>marketingis</strong> funqciebs. amasTan<br />
xSirad maTi Sexedulebebi gansxvavebulia erTmaneTisagan.<br />
isic unda aRiniSnos, rom mecnier-mkvlevarTa nawili saer-<br />
Tod ar msjelobs <strong>marketingis</strong> funqciebze. Cveni azriT, <strong>marketingis</strong><br />
funqciebSi unda iqnes Setanili saqmianobis is saxeebi,<br />
romlebic mxolod misTvisaa damaxasiaTebeli da gamoxataven<br />
mis arss. gamomdinare aRniSnulidan <strong>marketingis</strong><br />
funqciebia:<br />
• bazris kompleqsuri gamokvleva;<br />
• sasaqonlo asortimentis gansazRvra (dagegmva);<br />
• sabazro strategiis Camoyalibeba da faswarmoqmna;<br />
• moTxovnis formireba da gasaRebis stimulireba. 1<br />
bazris kompleqsuri gamokvleva moicavs, upirveles<br />
yovlisa, momxmareblisa da saqonlis Seswavlas. gamokvlevis<br />
obieqtebia agreTve marketinguli (saqonelmoZraobis) arxebi,<br />
konkurentebi da marketinguli garemos sxva faqtorebi,<br />
bazris gamokvlevis Sedegebi uzrunvelyofs sawarmos (firmis)<br />
xelmZRvanelobas saWiro informaciiT swori gadawyvetilebebis<br />
misaRebad. bazris Seswavlas sawarmoebi axdenen<br />
damoukdieblad an maTi SekveTebis safuZvelze bazars Seiswavlian<br />
specializebuli samecniero-kvleviTi dawesebulebebi<br />
an centrebi (laboratoriebi). ganviTarebuli sabazro<br />
ekonomikis qveynebisagan gansxvavebiT saqarTveloSi ar eTmoba<br />
saTanado yuradReba marketingul kvlevebs. sawarmoTa<br />
absoluturi umetesoba muSaobs principiT: `saqoneli iyos<br />
da is gaiyideba marketinguli kvlevebis gareSec~. aseTi midgoma<br />
mcdaria da xSirad xdeba mcire firmebis (sawarmoebis)<br />
kraxis mizezi.<br />
momxmarebelTa gamokvlevis procesSi, pirvel rigSi,<br />
unda gamovlindes momxmarebelTa is jgufi an jgufebi, romlebzec<br />
gasaRdeba mocemuli sawarmos produqcia maTze mi-<br />
1<br />
<strong>marketingis</strong> funqciebi jerovnad ganxilulia mocemuli saxelmZRvanelos<br />
Sesabamis TavebSi.<br />
34
zanmimarTuli marketinguli zemoqmedebis safuZvelze. momxmarebelTa<br />
potenciuri raodenoba, bazarze maTi qcevis ganmsazRvreli<br />
motivebis Seswavlis Sedegebi gaiTvaliswineba<br />
sawarmoTa gegmebis Sedgenisas. Tu swored iqneba Seswavlili<br />
momxmareblebi da miRebuli Sedegebi saqmianad gamoyenebuli<br />
muSaobaSi, gaizrdeba gayiduli saqonlisa da miRebuli mogebis<br />
moculoba.<br />
momxmarebelTan erTad marketinguli kvlevis mTavari<br />
obieqtia saqoneli. cxadia, Tu saqonlis samomxmareblo Tvisebebi<br />
ar Seesabameba momxmarebelis moTxovnebs, marketinguli<br />
RonisZiebebi ver uzrunvelyofs mis gayidvas mocemul<br />
regionSi. amitom aucilebelia saqonlis samomxmareblo Tvisebebis<br />
momxmareblis moTxovnebTan SesabamisobaSi moyvana,<br />
misi xarisxis, fasis da sxva maCveneblebis mixedviT. saqonlis<br />
gamokvlevis mizania imis gansazrvra, Tu romel saqonels da<br />
ra raodenobiT SeiZens momxmarebelTa mocemuli jgufi.<br />
bazris gamokvlevas aucileblad unda hqondes konkretuli<br />
xasiaTi, e. i. Seswavlil unda iqnes momxarebelTa konkretuli<br />
jgufi da saqonlis konkretuli saxe.<br />
didi mniSvneloba eniWeba konkurentebis Seswavlas.<br />
konkurentebis saqmianobis Zlieri da susti mxareebis gamovlena<br />
uadvilebs sawarmos xelmZRvanelobas saqonlis realizaciis<br />
procesis dasaCqareblad gadawyvetilebebis miRebas.<br />
aranaklebi mniSvneloba aqvs firmebis saqmianobis gamokvlevas,<br />
romlebic mocemul sawarmos exmarebian saqonlis momxmareblamde<br />
dayvanaSi. aseTi gamokvlevis mizania ufro gamocdili,<br />
prestiJuli da myari finansuri mdgomareobis mqone<br />
savaWro, safinanso-sakredito da sxva saxis Suamavlebis<br />
SerCeva.<br />
bazris gamokvlevis Sedegebis mixedviT sawarmo gansaz-<br />
Rvravs im sasaqonlo asortiments, romelic unda awarmoos,<br />
an gayidos.<br />
bazris mxolod safuZvliani analizis pirobebSia SesaZlebeli<br />
axal saqonelze moTxovnis gansazRvra da arsebuli<br />
saqonlis gaumjobesebis mimarTulebebis dadgena. momxmarebelTa<br />
moTxovnis Sesabamisad warmoebuli saqonlis realizaciis<br />
albaToba didia da exmareba sawarmos bazarze myari<br />
poziciis dakavebasa da maqsimaluri mogebis miRebaSi.<br />
sawarmos mier swori strategiis miznebis SemuSaveba<br />
SesaZlebelia momxmareblebis, saqonlis da konkurentebis<br />
35
yovelmxirvi Seswavlisa da prognozirebis bazaze. sabazro<br />
strategias SeiZleba gamoeyos Semdegi mimarTulebebi:<br />
• arsebuli saqonlis tradiciul bazrebze gayidvis<br />
moculobis gadidebis strategia;<br />
• axali saqonlis tradiciul bazrebze gayidvis strategia;<br />
• arsebuli saqonliT axal bazrebze SeRwevis strategia;<br />
• axali saqonlis axal bazrebze gayidvis strategia.<br />
sabazro strategiis gansazRvrisas sawarmoebisTvis<br />
amosavalia minimaluri danaxarjebiT maqsimaluri mogebis<br />
miReba.<br />
marketingul politikaSi friad mniSvnelovania zemoqmedeba<br />
momxmarebelze moTxovnis Camoyalibebis mizniT. momxmarebelze<br />
zemoqmedebas sawarmoebi axdenen saqonlis, misi<br />
teqnikur-ekonomikuri maxasiaTeblebis, samomxmareblo Tvisebebis<br />
da sxva niSnebis momxmareblisaTvis gacnobis gziT.<br />
moTxovnis CamoyalibebaSi ZiriTad rols asrulebs<br />
reklama. 1 igi SeiZleba daxasiaTdes rogorc mizanmimarTuli<br />
informacia, romlis saSualebiTac momxmarebels aRuZraven<br />
saqonlis SeZenis survils. reklama moTxovnis Camoyalibebis<br />
procesze moqmedi subieqturi faqtoria. misi meSveobiT masobrivi<br />
infromaciis saSualebebi da ekonomikis sxvadasxva<br />
dargis sawarmoebi da organizaciebi zemoqmedeben momxmarebelTa<br />
fsiqologiaze ama Tu im saqonleze moTxovnis warmo-<br />
Sobisa da ganviTarebis mizniT. sareklamo kompania uSualod<br />
ukavSirdeba sxvadasxva saxis organizaciuli saSualebis gamoyenebas,<br />
kerZod, gamofena-gayidvebis, gamofena-daTvalirebebis<br />
mowyobis da sxva RonisZiebebis Catarebas. moTxovnis<br />
warmoSobisa da ganviTarebis mimarTulebiT moqmedebs agreTve<br />
biznesis ganviTareba saerTod da infrastruqturuli<br />
cvlilebebi moxmarebis sferoSi.<br />
reklama ganixileba agreTve rogorc saqonlis gasaRebis<br />
procesis stimulirebis saSualeba. gasaRebis stimulirebas<br />
emsaxureba yvela is RonisZieba, romelic aCqarebs saqonlis<br />
realizaciis process da zrdis gayiduli saqonlis<br />
1 reklama rogorc komunikaciis forma da misi saxeebi ganxilulia<br />
14 TavSi.<br />
36
mocualobas. aseTi saxis RonisZiebebia: faswarmoqmna, premialuri<br />
gayidva, saqonlis sacdeli partiis ufasod gadacema<br />
SuamavlebisTvis da sxva. gasaRebis stimulirebis saSualebebis<br />
SerCeva damokidebulia stimulirebis obieqtze. gansxvavebuli<br />
saSualebebiT xdeba sakuTari TanamSromlebis, momxmareblebis<br />
da Suamavlebis stimulireba.<br />
faswarmoqmnis politikiT sawarmoebi aRweven TavianT<br />
miznebs, rac, pirvel rigSi, gamoixateba mogebis gansazRvruli<br />
odenobiT miRebaSi. saqonlis premialuri gayidva momxmarebelTa<br />
stimulirebis mniSvnelovani saSualebaa. am Sem-<br />
TxvevaSi premiis rolSi gamodis saqoneli. Tu bazarze mwarmoebeli<br />
Suamavlebis meSveobiT gadis, is yovelmxriv cdilobs<br />
maT gaaqtiurebas, raSic, sxva RonisZiebebTan erTad,<br />
did rols asrulebs SuamavlebisTvis saqonlis sacdeli partiis<br />
ufasod gadacema da sxv.<br />
2.2. <strong>marketingis</strong> ZiriTadi principebi da elementebi<br />
miuxedavad imisa, rom saqmianobis specifikidan gamomdinare<br />
marketinguli muSaoba calkeul sawarmoebSi xorcieldeba<br />
garkveuli TaviseburebebiT, mas axasiaTebs saerTo<br />
niSnebi — principebi.<br />
<strong>marketingis</strong> principebSi igulisxmeba is saerTo ni-<br />
San-Tvisebebi, romlebic damaxasiaTebelia marketingul saqmianobisTvis<br />
sxvadasxva sawarmoSi (firmaSi).<br />
<strong>marketingis</strong> ZiriTadi principebia:<br />
1. saqmianobis orientacia konkretuli momxmareblis<br />
moTxovnaze;<br />
2. mTeli saqmianobisadmi sistemuri midgoma;<br />
3. orientacia axali saqonlis Seqmnasa da gasaRebaze;<br />
4. sawarmos imijis formireba da Semdgomi ganmtkiceba;<br />
5. mogebis miReba.<br />
<strong>marketingis</strong> CamoTvlili principebi erTmaneTTan<br />
mWidrodaa dakavSirebuli da avseben erTmaneTs.<br />
marketingSi mTavaria miznobrivi orientacia da kompleqsuroba.<br />
miznobrivi orientacia konkretuli momxmareblis<br />
moTxovnaze uzrunvelyofs sawarmoTa efeqtianad muSaobas,<br />
vinaidan momxmarebelia maTi saqmianobis Sedegebis Semfasebeli<br />
da myidveli. amitom aSS-Si gavrcelebulia gamoT-<br />
37
qma: `myidveli mefea~. kompleqsurobaSi igulisxmeba mTeli<br />
saqmianobisadmi sistemuri midgoma, e. i. marketingi gamoyenebuli<br />
unda iqnes rogorc sistema da ara rogorc sxvadasxva<br />
saxis marketingul RonisZiebaTa meqanikuri nakrebi. praqtikulma<br />
gamocdilebam uCvena, rom calke aRebuli, izolirebulad<br />
ganxorcielebuli marketinguli RonisZieba ar iZleva<br />
sasurvel Sedegebs.<br />
konkurencia da momxmarebelTa moTxovnis sistematuri<br />
cvlileba aiZulebs sawarmoebs mudmivad izrunon Tavian-<br />
Ti saqonlis xarisxisa da asortimentis gaumjobesebaze. axali<br />
saqonlis Seqmna sarisko saqmea, magram imavdroulad sawarmos<br />
arsebobis gaxangrZlivebis aucilebeli pirobaa.<br />
momxmarebelze orientacia da axali saqonlis Seqmna<br />
uSualod ukavSirdeba bazris Seswavlas, rac xorcieldeba<br />
ara zogadad, aramed diferenciulad, e. i. Seiswavleba konkretuli<br />
saqonlis bazari, myidvelTa konkretuli jgufi<br />
(tipi).<br />
yoveli firma (sawarmo) iwyebs ra saqmianobas, cdilobs<br />
Tavis Sesaxeb dadebiTi azris Camoyalibebas garemomcvel<br />
samyaroSi. sawarmoTa menejerebis absoluturma umetesobam<br />
icis, rom sabazro ekonomikis pirobebSi efeqtianad muSaoba<br />
da arseboba mxolod imijis safuZvelzea SesaZlebeli. bunebrivia,<br />
Tu sawarmo ar sargeblobs saimedo partnioris saxeliT,<br />
masTan aravin ar moisurvebs kontaqtis damyarebas,<br />
rac miiyvans sawarmos gakotrebamde.<br />
mogebis miReba biznesis sferoSi sawarmoTa saqmianobis<br />
ZiriTadi principia. igi warmoadgens ara sawarmoebis TviTmizans,<br />
aramed maTi miznebis miRwevis saSualebas.<br />
aRniSnulidan gamomdinare, Cveni azriT, miuRebelia<br />
marketinguli saqmianobis principebis daxasiaTebisas aseTi<br />
msjeloba: `<strong>marketingis</strong> ZiriTad princips warmoadgens warmoebis<br />
saboloo Sedegebis momxmarebelTa realur moTxovnebsa<br />
da survilebze orientacia~. 1 <strong>marketingis</strong> principebi<br />
firmis marketinguli saqmianobis konkretul mimarTuleba-<br />
Si, mis funqciebSi aisaxeba. 2 rogorc cnobilia, maeketingis<br />
(da nebismieri kategoriis) arsi (da ara principebi), Tavis gamoxatulebas<br />
poulobs mis funqciebSi.<br />
1 r. javaxiSvili, n. oqruaSvili, dasax. wigni, gv. 14.<br />
2 iqve, gv. 16.<br />
38
marketings ganixilaven agreTve, rogorc sawarmos mier<br />
saqonlis gasaRebis mizniT ganxorcielebuli RonisZiebebis<br />
kompleqss, romelic gavlenas axdens produqciisa da<br />
momsaxurebis warmoebisa da momxmareblamde gadaadgilebis<br />
(win wawevis) mTel procesze. saqonlis realizaciasTan dakavSirebuli<br />
problemebis gamokvlevis RonisZiebebi <strong>marketingis</strong><br />
elementebia. maT safuZvelze sawarmos xelmZRvaneloba<br />
iRebs gadawyvetilebas Tu sad, visze, ra raodenobiT,<br />
rodis, ra fasebSi da rogor gayidos saqoneli, romeli saqonlis<br />
warmoeba gaafarToos, Sekvecos an saerTod Sewyvitos.<br />
<strong>marketingis</strong> ZiriTad elementebs ganekuTvneba Semdei<br />
RonisZiebebi:<br />
1) momxmarebelTa Seswavla;<br />
2) bazarze momxmarebelTa qcevis motivebis Seswavla;<br />
3) saqonlis gamokvleva;<br />
4) produqtis an momsaxurebis realizaciis sistemis<br />
analizi;<br />
5) konkurentebis Seswavla;<br />
6) sareklamo saqmianobis gamokvleva.<br />
bunebrivia, konkretul sawarmoebSi, maTi saqmianobis<br />
specifikidan gamomdinare, gansxvavebuli mniSvneloba eniWeba<br />
<strong>marketingis</strong> CamoTvlil elementebs.<br />
momxmarebelTa gamokvlevis Sedegebi saSualebas aZlevs<br />
sawarmos menejerebs gaerkvion maT gemovnebaSi, saWiroebebSi,<br />
mosalodnel reaqciaSi ama Tu im saqonlis miwodebisas.<br />
aseTi gamokvlevis Sedegebis gaTvaliswineba sawarmoo<br />
programis Sedgenis procesSi mkveTrad zrdis mosalodneli<br />
rezultatebis winaswar gansazRvris albaTobas.<br />
bazarze momxmarebelTa qcevis motivebis gamokvlevis<br />
Sedegebi pasuxs iZleva kiTxvebze: ratom iswrafvian momxmareblebi<br />
SeiZinon mocemuli nawarmi? ratom moswonT nawarmis<br />
mocemuli saxe da ar moswonT sxva saxeebi? maSasadame, bazarze<br />
qcevis motivebis Seswavlis gziT irkveva momxmarebelTa<br />
gemovnebis, Cveulebebis, midrekilebebis mizezebi,<br />
rac iZleva momavalSi maTi moqmedebis prognozirebis saSualebas.<br />
momxmarebelTa qcevis motivebis gamokvleva xorcieldeba<br />
specialuri testebis, anketebis, kiTxvarebis meSveobiT.<br />
gamokvlevis Catarebamde momxmareblebi daiyofa jgu-<br />
39
febad sxvadasxva niSnis mixedviT, rac, Tavis mxriv, damokidebulia<br />
saqonelze da gamokiTxvis mizanze. praqtikam daadastura,<br />
rom bazarze momxmarebelTa qcevis motivebis Sesaxeb<br />
obiqturi informaciis miRebis saukeTeso gza momxmarebelTan<br />
uSualo kontaqtis damyarebaa. swored amitomaa, rom<br />
gamokiTxvebTan erTad mowinave sawarmoebi did mniSvnelobas<br />
aniWeben momxmarebelTan pirdapir kontaqts. isini am mizniT<br />
TavianT warmomadgenlebs agzavnian xolme maTi saqonlis<br />
gamsaRebel savaWro organizaciebSi.<br />
cxadia, Tu sawarmoSi swored iqneba Seswavlili bazarze<br />
momxmarebelTa qcevis motivebi da miRebuli Sedegebi saqmianad<br />
gamoyenebuli muSaobis procesSi, gaizrdeba warmoebuli<br />
da realizebuli saqonlis moculoba da amis Sesabamisad<br />
miRebuli mogebis sidide.<br />
bazris analizi xorcieldeba romelime erT nawarmze,<br />
an momsaxurebis saxeze, agreTve erTgvarovani produqciis<br />
jgufze bazris potenciuri tevadobis gansazRvris mizniT.<br />
bazris analizi moicavs moTxovnis xasiaTis Seswavlasac da<br />
moTxovnis qveynis regionebis mixedviT diferencirebasac.<br />
bazris analizis Sedegebma saSualeba unda misces sawarmos<br />
xelmZRvanelobas gansazRvros Tu sad, qveynis romel<br />
regionSi, an regionebSi gaiyideba ufro mogebianad misi saqoneli,<br />
rogori iqneba bazris tevadoba mTlianad qveynis da<br />
misi calkeuli regionis mixedviT, ra raodenobiT unda gamouSvas<br />
sawarmom produqcia, romel saqonelze da romel regionebSi<br />
aqvs mas upiratesoba konkurentebTan SedarebiT da<br />
raSi gamoixateba is konkretulad.<br />
saqonlis realizaciis moculobaze uSualo gavlenas<br />
axdens mosaxleobis fuladi Semosavali, romlis gamokvlevasac<br />
saTanado yuradReba eTmoba bazris analizis procesSi.<br />
saqonlis safuZvliani gamokvleva uzrunvelyofs axal<br />
nawarmze moTxovnis gansazRvras, agreTve gayidvaSi arsebuli<br />
saqonlis gaumjobesebis mimarTulebebis dadgenas. produqciis<br />
an momsaxurebis Seswavlis procesSi sawarmos xelmZRvaneloba<br />
arkvevs, Tu rogori saqoneli esaWiroeba momxmarebels,<br />
rogoria misi moTxovnebi saqonlis gamoyenebis<br />
xangrZlivobis, dizainis, moxerxebulobis, saimedobis da<br />
sxva maCveneblebis mixedviT. saWiroebis SemTxvevaSi sawarmo<br />
aumjobesebs saqonlis SefuTvas, dizains da atarebs mTel<br />
rig damatebiT RonisZiebebs saqonlis gasaRebis moculobis<br />
40
gadidebis mizniT. arasworia da xSirad wamgebianic Sexeduleba,<br />
romlis Tanaxmadac momxmareblebi mxolod elodebian,<br />
Tu rodis gaabedniereben maT axali saqonlis miwodebiT.<br />
praqtikam uCvena, rom Zalian xSirad firmis <strong>marketingis</strong> samsaxuri<br />
iZulebulia daumtkicos potenciur myidvels axali<br />
nawarmis upiratesoba winamorbedTan, agreTve konkurenti<br />
sawarmos analogiur saqonelTan SedarebiT da daarwmunos<br />
is misi Sesyidvis aucileblobaSi.<br />
produqtis an momsaxurebis realizaciis sistemis analizSi<br />
Sedis gasaRebis procesSi uSualod monawile sawarmoTa<br />
saqmianobis Seswavla. aseTi analizi moicavs sabiTumo da sacalo<br />
savaWro sawarmoebis saqmianobis Taviseburebebis da funqciebis<br />
Seswavlas, 1 maTi Zlieri da susti mxareebis, mwarmoebelTan<br />
kavSirurTierTobis gamokvlevas. am saxis analizis saz-<br />
RvrebSi Seiswavlian agreTve sakuTari gasaRebis qvedanayofebis<br />
saqmianobas. amgvari midgomiT ganisazRvreba saqonlis ufro<br />
efeqtiani gasaRebis arsi. yvela SemTxvevaSi produqti unda<br />
moxvdes gasaRebis im arxSi, romelSic mas yvelaze metad<br />
elodeba momxmarebeli, gaiyideba ufro swrafad da naklebi<br />
danaxarjebiT.<br />
erT-erTi aseTi xasiaTis problemaa bazarze mocemuli<br />
sawarmos ZiriTadi konkurentebis dadgena, maTi Zlieri da<br />
susti mxareebis gamovlena. es gansakuTrebiT maSinaa mniSvnelovani,<br />
roca bazars miewodeba axali saqoneli, an sawarmo<br />
cdilobs SeaRwios axal bazarze. am mizniT ikvleven konkurentebis<br />
saqonels, maT finansur mdgomareobas, marTvis<br />
struqtiras, sareklamo saqmianobas, sawarmoo saqmianobis<br />
Taviseburebebs, fasebs, maT mier ganxorcielebul damatebi-<br />
Ti momsaxurebis formebs da a. S. amasTan, konkurenciis pirobebSi<br />
sul ufro didi mniSvneloba eniWeba konkurentebTan<br />
TanamSormlobis SesaZlo gzebis gamoZebnas. aseTi midgoma<br />
uzrunvelyofs momxmarebelTa moTxovnis ukeTesad dakmayofilebas<br />
da bazris tevadobis gafarToebas. Tumca rCeba konkurencia<br />
bazris sxvadasxva parametris mixedviT da Zlierdeba<br />
kidec calkeul SemTxvevebSi, magaliTad, maSin, roca<br />
saqme exeba analogiuri produqciis warmoebas.<br />
<strong>marketingis</strong> erT-erTi mniSvnelovani elementia sareklamo<br />
saqmianobis gamokvleva, rac xels uwyobs reklamis mo-<br />
1<br />
ix. Tavi 12. sabiTumo da sacalo vaWroba <strong>marketingis</strong> sistemaSi.<br />
41
wesrigebas da am safuZvelze realizebuli saqonlis moculobis<br />
gadidebas. reklama gazeTebis, televiziis meSveobiT,<br />
konkursebisa da Sejibrebebis mowyobiT, SefuTvis srulyofiT<br />
da sxva saSualebebis gamoyenebiT acnobs momxmarebelTa<br />
farTo wres mocemuli sawarmos produqcias, mis miRwevebs.<br />
specialistTa gamokvlevebma uCvena, rom momxmarebel-<br />
Ta absoluturi umetesoba ganicdis reklamis gavlenas. gamokvleulia,<br />
rom momxmarebelTa 35% maRaziaSi saqonels yidulobs<br />
masze gakeTebuli warweris wakiTxvis Semdeg, 87% —<br />
ki nacnobi dasaxelebis an cnobili savaWro markis danaxvisas.<br />
amasTan arc erTi sareklamo RonisZieba ar aris marcxisagan<br />
dazRveuli. sareklamo xarjebi miekuTvneba sarisko kapitaldabandebas,<br />
romelmac SeiZleba arc ki moutanos sawarmos<br />
sasurveli ukugeba. amitom sawarmoebi winaswar, <strong>marketingis</strong><br />
CarCoebSi gansazRvraven reklamis riskis albaTobas.<br />
reklamis gamokvleva moicavs reklamis winaswar gamocdas,<br />
reklamis faqtiuri da mosalodneli Sedegebis Sedarebas,<br />
reklamis zemoqmedebis xangrZlivobis Sefasebas.<br />
reklamis efeqtianoba ganisazRvreba sawarmos sameurneo-safinanso<br />
saqmianobis saboloo SedegebiT. kerZod, saqonlis<br />
gasaRebis moculobis gadidebiT, mogebis miRebiT.<br />
Tumca zogjer reklama miznad isaxavs mxolod sawarmos<br />
prestiJis dacvas. reklamis gamokvlevis Sedegebis Sesabamisad<br />
gadawydeba — aris Tu ara saWiro sareklamo kampaniis gaZliereba,<br />
momxmarebelze zemoqmedebis axali xerxebisa da sa-<br />
Sualebebis gamoZebna.<br />
42<br />
2.3. <strong>marketingis</strong> saxeebi da tipebi<br />
<strong>marketingis</strong> warmoSobis dRidan ganasxvaveben mis or<br />
saxes:<br />
1. saqonelze orientirebuli marketingi.<br />
2. momxmarebelze orientirebuli marketingi.<br />
saqonelze orientirebuli marketingi gamoiyeneba ma-<br />
Sin, roca sawarmos mizania axali saqonlis Seqmna an arsebuli<br />
saqonlis gaumjobeseba. am SemTxvevaSi sawarmos ZiriTadi<br />
amocanaa ubiZgos momxmarebels am saqonlis Sesyidvisaken.<br />
momxmarebelze orientirebul marketings sawarmoebi<br />
mimarTaven maSin, roca miznad isaxaven misi moTxovnis srulad<br />
dakmayofilebas. am dros <strong>marketingis</strong> mTavari amocanaa
potenciur momxmarebelTa moTxovnis gamovlena da Seswavala.<br />
<strong>marketingis</strong> aRniSnuli ori saxis damoukideblad gamoyeneba<br />
dakavSirebulia garkveul riskTan. mizanSewonilia sawarmoebma<br />
erTdroulad gamoiyenon <strong>marketingis</strong> orive saxe.<br />
sawarmoTa orientacias erTdroulad saqonelze da momxmarebelzec<br />
uwodeben integrirebul marketings. mxolod integrirebuli<br />
<strong>marketingis</strong> pirobebSia SesaZlebeli namdvili<br />
warmatebis miRweva. mwarmoeblebs gacnobierebuli aqvT is<br />
WeSmariteba, rom ar arsebobs produqti, romelsac ara hyavs<br />
momxmarebeli da ar iarsebebs momxmarebeli, Tu mas ara aqvs<br />
SesaZlebloba daikmayofilos misi moTxovna.<br />
saqonelze da momxmarebelze erTmaneTisagan damoukdeiblad<br />
orientacia dReisaTvis ukve iTvleba warsulis<br />
gadmonaSTad. aseTi midgoma ekuTvnis im dros, roca produqcia<br />
iwarmoeboda masobrivi momxmareblisTvis da mis gasasa-<br />
Reblad sakmarisi iyo umniSvnelo gaumjobeseba.<br />
marketings ganasxvaveben agreTve moTxovnis xasiaTis<br />
mixedviT. am mimarTulebiT gamoyofen mis Semdeg saxeebs:<br />
demarketingi, konversiuli, kreatiuli, moTxovnis<br />
sawinaaRmdegod moqmedi da ganviTarebadi marketingi,<br />
remarketingi, sinqromarketingi, koncentrirebuli<br />
da masobrivi marketingi.<br />
de<strong>marketingis</strong> mizani saqonelze moTxovnis Semcireba,<br />
radgan misi dakmayofielba SeuZlebeli xdeba sawarmoo sim-<br />
Zlavreebis arasakmarisi donisa da resursebis SezRudulobis<br />
gamo. demarketingi ZiriTadad gamoiyeneba axali da prestiJuli<br />
saqonlis realizaciis procesSi. moTxovnis Semcirebis<br />
mizniT sawarmoebi zrdian fasebs saqonlze, uars amboben<br />
reklamaze, gasaRebis stimulirebaze da sxva marketingul<br />
RonisZiebebze.<br />
konversiuli marketingi gamoiyeneba negatiuri moTxovnis<br />
arsebobisas. negatiuri moTxovna ki yalibdeba uaryofiTi<br />
sazogadoebrivi bazrisa da amkrZalavi kanonebis moqmedebis<br />
safuZvelze. aseTi pirobebSi mTlianad bazari an misi<br />
segmentebis umetesoba uaryofs mocemul saqonels. moTxovnis<br />
<strong>marketingis</strong> mizania moTxovnis Camoyalibeba, Seqmna. mas<br />
mimarTaven maSin, roca ama Tu im saqonelze ar aris moTxovna.<br />
43
moTxovnis sawinaaRmdegod moqmedi marketingi emsaxureba<br />
ama Tu im saqonlis momxmareblebis an mTeli sazogadoebis<br />
keTildReobas da gamoiyeneba maSin, roca moTxovna saqonelze<br />
SeiZleba CaiTvalos sazianod.<br />
potenciuri moTxovnis realur moTxovnad gadaqcevis<br />
procesSi mimarTaven ganviTarebad marketings.<br />
drois romelime monakveTSi moTxovnis Semcirebisas<br />
gamoiyeneba remarketingi.<br />
sinqromarketingi aregulirebs bazarze Seqmnil viTarebas<br />
meryevi moTxovnis arsebobis pirobebSi. moTxovnis<br />
meryeobas iwvevs saqonlis warmoebisa da moxmarebis sezonuroba,<br />
modis cvalebadoba da sxv.<br />
koncentrirebuli marketingi ganapirobebs firmis (sawarmos)<br />
Zalisxmevis koncentracias ara mTlianad bazris,<br />
aramed misi erTi an ramdenime segmentis moTxovnis dakmayofilebaze.<br />
masobrivi marketingi xels uwyobs saqonlis masobriv<br />
warmoebas sxvadasxva kategoriis myidvelisTvis moTxovnaSi<br />
saerTo niSnebis gansazRvris safuZvelze.<br />
<strong>marketingis</strong> ganviTarebis donis mixedviT ganasxvaveben<br />
gansakuTrebul, funqciur da mmarTvelobiT marketings.<br />
gansakuTrebuli marketingi gulisxmobs savaWro saqmianobas<br />
misi farTo mniSvnelobiT, romelic moicavs sagamsa-<br />
Reblo saqmianobas, transportirebas, reklamas, realizacias<br />
da vaWrobasTan dakavSirebul sxva procesebs.<br />
funqciuri marketingi sawarmos organizaciul-teqnikuri<br />
da komerciuli RonisZiebebis erTobliobaa, romelic<br />
dakavSirebulia saqonlis warmoebasa da realizaciasTan,<br />
bazris SeswavlasTan, gasaRebis stimulirebasTan, fasebis<br />
politikasTan.<br />
saqonlis warmoebisa da realizaciis procesis organizaciis<br />
sabazro koncefcia, romelic xorcieldeba bazris<br />
Sesaxeb informaciis safuZvelze miRebuli gadawyvetilebebiT,<br />
aris mmarTvelobiTi marketingi. marketinguli marTva<br />
aucilebeli gaxda saqonliT bazris miwodebis moTxovnis gadametebis<br />
pirobebSi.<br />
erTmaneTisagan ganasxvaveben saSinao da saerTaSoriso<br />
marketings.<br />
44
saSinao marketingi moicavs marketingul saqmianobas<br />
mocemuli qveynis saSinao bazarze, saerTaSoriso marketingi<br />
ki saqmianobas mis sazRvrebs gareT.<br />
gamoyofen <strong>marketingis</strong> Semdeg tipebs:<br />
1. samomxmareblo saqonlis marketing. 1<br />
2. sawarmoo (samrewvelo) daniSnulebis saqonlis<br />
(warmoebis saSualebebis) marketingi.<br />
3. momsaxurebis marketingi.<br />
istoriulad marketingi gamoyenebuli iqna pirvelad<br />
samomxmareblo saqonlis warmoebisa da realizaciis sfero-<br />
Si samomxmareblo saqonlis <strong>marketingis</strong> ZiriTadi mizania<br />
uaxlesi teqnologiuri miRwevebis sauZvelze axali samomxmareblo<br />
da saeqsploatacio Tvisebebis mqone saqonlis<br />
warmoeba, romelsac SeeZleba axlad warmoSobili moTxovnis<br />
dakmayofileba. samomxmareblo saqonels yiduloben calkeuli<br />
individebi piradi moxmarebisTvis. samomxmareblo bazris<br />
safuZvlianad gamokvlevas didi mniSvneloba eniWeba am<br />
saqonlis mwarmoebeli da gamsaRebeli (savaWro) sawarmoebisTvis,<br />
radgan mxolod am gziTaa SesaZlebeli momxmareblis<br />
cvalebadi moTxovnis Sesabamisi saqonlis warmoeba, gasaReba<br />
da mogebis miReba.<br />
sawarmoo (samrewvelo) daniSnulebis saqonlis<br />
marketingi ikvlevs im sawarmoebis saqmianobas, romlebic<br />
saqonels (warmoebis saSualebebs) yiduloben warmoebis procesSi<br />
gamosayeneblad an sxva momxmareblisTvis misawodeblad.<br />
sawarmoo daniSnulebis saqonlis marketingi xasiaTdeba<br />
garkveuli TaviseburebebiT samomxmareblo saqonlis marketingTan<br />
SedarebiT, rac ganpirobebulia am ori bazris specifikuri<br />
niSan-TvisebebiT. maT Soris ZiriTadia:<br />
1) sawarmoo daniSnulebis saqonlis bazarze myidvel-<br />
Ta gacilebiT ufro naklebi raodenoba samomxmareblo<br />
saqonlis bazarTan SedarebiT;<br />
2) samomxmareblo saqonlis ZiriTadi saxeebis myidvelTa<br />
ganfeniloba qveynis mTel teritoriaze da<br />
1 zogierT saxelmZRvaneloSi amis nacvlad `farTo moxmarebis saqonlis~<br />
gamoyeneba ar migvaCnia mizanSewonilad, vinaidan sabWo-<br />
Ta periodSi aseTi saxelwodeba hqondaT saamqroebs, romlebic<br />
ixsnebodnen mZime mrewvelobis sawarmoebSi narCenebis gadasamu-<br />
Saveblad.<br />
45
sawarmoo daniSnulebis saqonlis myidvelTa koncentracia<br />
mis ramdenime regionSi;<br />
3) sawarmoo daniSnulebis saqonelze moTxovnis naklebi<br />
cvalebadoba samomxmareblo saqonelTan SedarebiT;<br />
4) sawarmoo daniSnulebis saqonlis myidvelTa maRali<br />
profesionalizmi;<br />
5) sawarmoo daniSnulebis saqonlis myidvelTa Semosavlebis<br />
maRali done samomxmareblo saqonlis<br />
myidvelebTan SedarebiT.<br />
momsaxurebis marketingic xasiaTdeba gansxvavebuli<br />
niSnebiT, rac gamowveulia misTvis damaxasiaTebeli<br />
TaviseburebebiT. am Taviseburebebs Soris, pirvel rigSi, gamoiyofa<br />
araxelSesaxeboba (SeumCnevloba), wyarodan gamouyofloba,<br />
xarisxis cvalebadoba, Senaxvis SeuZlebloba.<br />
momsaxurebis araxelSesaxeboba (SeumCnevloba) gamoixateba<br />
imiT, rom SeuZlebelia misi danaxva, gemos gasinjva,<br />
mosmena, sunis SegrZneba da a. S. momsaxurebis damTavrebis<br />
momentamde. amis gamo myidveli iZulebulia endos momsaxurebis<br />
gamyidvels.<br />
momsaxurebis nebismieri saxe arsebobs mis wyarosTan<br />
erTad, iqneba is adamiani Tu manqana.<br />
momsaxurebis xarisxi damokidebulia momsaxurebis wyaroze,<br />
profesionalizmze, da Tu is adamiania, xSirad adamianis<br />
guneba-ganwyobilebazec. magaliTad, gamocdili dalaqi<br />
(parikmaxeri) Tmas ukeTesad aWris, vidre axalbeda. magram<br />
gamocdilma parikmaxermac ki, Tavisi ganwyobilebis Sesabamisad,<br />
SeiZleba sxvadasxva dros sruliad gansxvavebulad SeaWras<br />
Tma momxmarebels.<br />
46
Tavi 3. <strong>marketingis</strong> marTva<br />
3.1. marketinguli saqmianobis marTvis<br />
procesi da ZiriTadi koncefciebi<br />
<strong>marketingis</strong> marTvis daxasiaTebisaTvis saWiroa cnebis<br />
— `marTvis~ dazusteba. farTo gagebiT marTva niSnavs mar-<br />
Tvis subieqtis mizanmimarTul zemoqmedebas marTvis obieqtze<br />
meTodebisa da saSualebebis gansazRvruli sistemis<br />
damxarebiT. ramdenadac marTvis obieqti TviT marketingia,<br />
kerZod, firmis saqmianoba bazarze Siga da gare garemos faqtorebis<br />
gaTvaliswinebiT, marTvis subieqtad gamodis firmis<br />
konkretuli mflobeli an misi davalebiT <strong>marketingis</strong> menejeri.<br />
amitom klasikuri warmodgeniT <strong>marketingis</strong> marTva<br />
aris mizanmimarTuli moqmedeba, romelic iTvaliswinebs<br />
marTvis subieqtis zemoqmedebas marTvis obieqtze meTodebis<br />
sistemis gamoyenebiT dasaxuli miznebis miRwevisTvis.<br />
amrigad, <strong>marketingis</strong> marTva firmis bazarze qcevis warmar-<br />
Tvis mizanmimarTuli saqmianobaa sabazro sivrcis, konkurentuli<br />
garemos ganviTarebis kanonzomierebaTa gavlenis<br />
gaTvaliswinebiT bazarze subieqtis saqmianobis efeqtianobis<br />
misaRwevad. nebismieri marTvis procesSi mTavaria gadawyvetilebebis<br />
miReba.<br />
aRsaniSnavia, rom <strong>marketingis</strong> (marketinguli) marTvis<br />
Sesaxeb codnaTa sfero yoveldRiur marketingul saqmianobaSi<br />
uSualod dakavSirebulia ekonomikur urTierTobaTa<br />
marTvis (menejmentis) sakiTxebTan. firmis ekonomikur saqmianobaSi<br />
(biznesSi) Zalze rTulia sakuTriv mmarTvelobiTi<br />
gadawyvetilebis gamocalkaveba marketinguli xasiaTis gadawyvetilebisagan.<br />
Teoriuli TvalTaxedviT mocemuli<br />
sxvaoba aSkaraa, magram praqtikaSi TiToeuli gadawyvetileba<br />
xels uwyobs sabazro urTierTobaTa regulirebis meqanizmis<br />
realizebas.<br />
<strong>marketingis</strong> marTvas ukavia gansazRvruli adgili <strong>marketingis</strong><br />
saerTo sistemaSi da igi moicavs Sesabamis RonisZiebaTa<br />
analizs, dagegmvas, kontrols, romlebic gamiznulia<br />
firmis gansazRvruli amocanebis (gayidvebis moculobaTa<br />
zrda, bazris wilis gadideba, mogebis miReba da a. S.) gadasawyvetad.<br />
menejmentis xaziT wydeba iseTi mravalferovani sakiTxebi<br />
rogoricaa sameurneo (ekonomikuri) gadawyvetile-<br />
47
aTa Sefaseba, strategiuli dagegmva, marTvis struqtura,<br />
personalis, marTva, motivacia, imitaciuri modelireba da<br />
sxv. romlebsac uSualo damokidebuleba aqvT <strong>marketingis</strong><br />
marTvasTan. rogorc aRniSnulia <strong>marketingis</strong> arsTan dakav-<br />
SirebiT menejmenti, moicavs <strong>marketingis</strong> marTvasac da migvaCnia<br />
usafuZvlod zogierTi avtoris mosazreba, `<strong>marketingis</strong><br />
marTvis” damoukidebel disciplinad gamoyofis Taobaze.<br />
1 aqve unda iTqvas isic, rom zogierT umaRles saswavlebelSi<br />
ikiTxeba damoukidebeli disciplina (kursi) `<strong>marketingis</strong><br />
menejmenti~, romelic aRiarebulia XXI saukunis marketingad.<br />
2<br />
maSasadame, <strong>marketingis</strong> marTvaSi igulisxmeba sawarmos<br />
(firmis) miznebis gaTvaliswinebiT marketinguli saqmianobis<br />
analizi, dagegmva, dasaxul RonisZiebaTa (gegmis) realizacia<br />
da kontroli konkretul momxmarebelTa (myidvelTa)<br />
moTxovnis gamovlenisa da dakmayofilebisTvis. <strong>marketingis</strong><br />
marTvisas Tanmimdevrulad xorcieldeba misi marketinguli<br />
analizi. <strong>marketingis</strong> dagegmva <strong>marketingis</strong> gegmis realizacia<br />
da kontroli marketingul RonisZiebaTa (gegmis) Sesrulebisadmi.<br />
<strong>marketingis</strong> marTva emyareba saTanado infromaciul<br />
uzrunvelyofas momxmareblebis, konkurentebis, Suamavlebis<br />
da sabazro saqmianobis sxva subieqtebis Sesaxeb. aseT informacias<br />
agroveben, aanalizeben da Semdeg mizanmimarTulad<br />
iyeneben.<br />
<strong>marketingis</strong> marTvis procesSi konkretulad ganisaz-<br />
Rvreba marketinguli saqmianobis miznebi da meTodebi, agreTve<br />
firmis Sesabamisi qvedanayofebis (<strong>marketingis</strong> samsaxuris)<br />
moqmedebaTa Tanmimdevroba dasaxuli miznebis misaRwevad.<br />
<strong>marketingis</strong> marTvis procesis ZiriTadi etapebia firmis<br />
sabazro SesaZleblobaTa analizi, miznobrivi bazrebis<br />
arCeva, <strong>marketingis</strong> kompleqsis damuSaveba da marketingul<br />
RonisZiebaTa marTva. amrigad, <strong>marketingis</strong> marTva moicavs<br />
sakiTxTa farTo wres.<br />
1 T. p. danko. <strong>marketingis</strong> marTva, damxm. saxelmZRvanelo. moskovi,<br />
1997, gv. 66-68 (rusul enaze).<br />
2 ix. g. SublaZe, b. mRebriSvili, l. dolikaSvili. <strong>marketingis</strong> menej-<br />
menti. damxm. saxelmZRvanelo, Tb., 2009.<br />
48
<strong>marketingis</strong> marTvis sistemaSi mniSvnelovani adgili<br />
ukavia analizs. am SemTxvevaSi marketinguli analizis daniSnulebaa<br />
bazrebisa da marketinguli garemos gamokvleva<br />
firmis saqmianobis (biznesis) problemebis, perspeqtivebis<br />
gamovlenis mizniT. aseTi analizi <strong>marketingis</strong> gegmebis damu-<br />
Savebis, maTi realizaciisa da kontrolis aucilebeli pirobaa.<br />
marketinguli analizisTvis saWiro informacias moipoveben<br />
marketingul kvlevaTa procesSi.<br />
marketinguli kvlevis dros xdeba saWiro monacemebis<br />
Segroveba, sistematizacia da analizi marketinguli saqmianobis<br />
sxvadasxva aspeqtebis mixedviT. am procesSi sawarmos<br />
(firmis) <strong>marketingis</strong> samsaxuri informaciis saSualebiT aanalizeben<br />
miznobriv bazrebze arsebul mdgomareobas, momxmarebelTa<br />
qcevas, konkurentebis moqmedebas da marketinguli garemos<br />
sxva elementebs.<br />
maSasadame, marketingul kvlevisas mTavaria firmis sabazro<br />
SesaZleblobaTa gamovlena. kerZod miznobrivi bazrebis<br />
arCeva. momxmarebelTa survilebSi garkveva da Sesabamisad<br />
<strong>marketingis</strong> strategiis SemuSaveba. marketinguli<br />
kvlevis procesi moicavs oTx etaps:<br />
� kvlevis problemebisa da miznebis gansazRvra;<br />
� kvlevis gegmebis Sedgena;<br />
� gegmebis realizacia;<br />
� miRebuli Sedegebis interpretacia da maTi gadacema<br />
firmis xelmZRvanelobisaTvis Sesabamisi gadawyvetilebebis<br />
misaRebad.<br />
edinburgis universitetis (didi britaneTi) <strong>marketingis</strong><br />
profesoris j. hemiltonis azriT, marketinguli kvleva<br />
niSnavs momxmareblisTvis yuris dagdebas, misi azrisTvis<br />
yuradRebis miqcevas (kerZod ra undaT adamianebs da ratom?),<br />
vinaidan sabolood yvelafers gansazRvravs momxmarebeli.<br />
Tanamedrove etapze sawarmos (firmis) menejmentis saerTo<br />
sistemaSi gadamwyveti adgili ukavia <strong>marketingis</strong> mar-<br />
Tvas, vinaidan sabazro ekonomikis pirobebSi gamwvavebulia<br />
konkurencia da gansakuTrebuli mniSvneloba eniWeba bazar-<br />
Tan mWidro urTierTkavSiris aucileblobas. amitom firmis<br />
menejmentis umniSvnelovanesi elementia marketingi. igi organul<br />
kavSirSia firmis sawarmoo, momarageba-gasaRebis (logistikis),<br />
safinanso-saaRricxvo da sxva funqciebTan.<br />
49
sawarmoo funqcia gulisxmobs Sromis organizacias da<br />
mowyobilobis gamoyenebas, rom uzrunvelyofil iqnes konkretuli<br />
saqonlis warmoeba gansazRvruli raodenobiT, sa-<br />
Wiro samomxmareblo maxasiaTeblebiT da Sesabamis vadebSi.<br />
amasTan mwarmoeblebi dainteresebulni arian mudmivi produqciis<br />
masobrivi warmoebiT, misi TviTRirebulebis SemcirebiT,<br />
rac xSirad miiRweva saqonlis samomxmareblo Tvisebebis<br />
gauaresebis xarjze. magram efeqtianobis TvalsazrisiT<br />
azri ara aqvs iseTi saqonlis gamoSvebas, romelic mdare<br />
xarisxis gamo ar gaiyideba an Znelad gaiyideba.<br />
mTlianad firmis (sawarmos) saqmianobaSi logistikis<br />
roli uaRresad mniSvnelovania rom Tavidan iqnes acilebuli<br />
iseTi arasasurveli momentebi, rogoricaa saqonlis Cawola,<br />
metismeti maragis warmoqmna, arasaWiro nedleulis<br />
Sesyidva da sxv.<br />
sameurneo saqmianoba (biznesi) emyareba mkacr finansur<br />
disciplinas da am saqmianobis mTavari kriteriumi mogebis<br />
miRebaa. magram mogebis miReba SeiZleba mxolod maSin, Tu<br />
firma orientirebulia bazris moTxovnebze. safinanso qvedanayofis<br />
muSakebi miiswrafvian standartizebuli operaciebisa<br />
da TiToeuli operaciidan mogebis miRebisaken, maSin<br />
roca zogjer firmas uxdeba damatebiTi xarjebis gaweva<br />
imisTvis, rom moizidon momxmareblebi. buRalteria ki dainteresebulia<br />
imaSi, rom sxvadasxva operaciebze ar iqnes gaweuli<br />
maRali danaxarjebi. am mizezebis gamo sxvadasxva qvedanayofis<br />
TanamSromlebi winaaRmdegobas uweven <strong>marketingis</strong><br />
koncefcias im motiviT, rom axali produqciis aTviseba<br />
da sxva marketinguli RonisZiebebi iwveven xarjebis zrdas,<br />
warmoSoben damatebiT finansur proble,ebs da misT.<br />
marketings da mis sworad warmarTvas SeuZlia mTlianad<br />
firmis interesebis mis qvedanayofTa interesebze maRla<br />
dayeneba. swored bazris moTxovnebTan Segueba uzrunvelyofs<br />
firmis efeqtian funqcionirebas ara marto awmyoSi,<br />
aramed momavalSic (perspeqtivaSic). marketingul marTvazea<br />
damokidebuli yvela sakiTxi, rac dakavSirebulia bazris regulirebasTan,<br />
saqonlis realizaciasa da gasaRebis stimulirebasTan,<br />
agreTve savaWro da sareklamo programebis SesrulebasTan.<br />
<strong>marketingis</strong> marTva, ganapirobebs mTlianad sawarmos<br />
menejmentis yvela rgolSi saqmianobis gardaqmnas princi-<br />
50
piT: warmoebis (biznesis) saWiroebebidan momxmarebelTa sa-<br />
Wiroebebisaken. bazarze orientacia sawarmos saqmianobaSi<br />
gacilebiT ufro mniSvnelovania, roca igi emyareba ra mowinave<br />
teqnologias, ar izRudeba mxolod warmoebis moTxovnebiT,<br />
aramed saboloo miznad isaxavs myidvelTa moTxovnis<br />
dakmayofilebas. bazarze orientaciisTvis mudmivi mzadyofna<br />
sawarmos marketinguli marTvis mTavari maxasiaTebeblia.<br />
sawarmo xdeba Taviseburi Ria sistema, sadac Siga procesebi<br />
mniSvnelovanwilad damokidebuli da dakavSirebulia<br />
imaze, rac xdeba sawarmos gareT (bazris koniunqturis cvlileba,<br />
konkurentebis moqmedeba da a. S.). es ganapirobebs arsebiTad<br />
gansxvavebul midgomas bevri mmarTvelobiTi gadawyvetilebis<br />
miRebaSi. magaliTad, gansakuTrebuli yuradReba<br />
eqceva gamosaSvebi produqciis ara marto teqnilogiur, aramed<br />
samomxmareblo parametrebis srulyofas, asortimentis<br />
ganaxlebas (diverisifikacias). fasebis dawesebisas gaiTvaliswineba<br />
ara marto warmoebis xarjebi, aramed sabazro fasebis<br />
donec. saqonlis SefuTva sul ufro ganixileba rogorc<br />
gasaRebis stimulirebisa da reklamis saSualeba. saboloo<br />
angariSSi firmis imiji bazarze formirdeba ara imdenad<br />
rogorc miRwevebi warmoebis teqnologiis sferoSi, aramed<br />
rogorc warmateba sabazro moTxovnilebaTa dakmayofilebaSi.<br />
sawarmos (firmis) <strong>marketingis</strong> marTvisas ufro efeqtianad<br />
xorcieldeba Semdegi amocanebi:<br />
1) firmis warmoeba-gasaRebis saqmianobis koordinireba,<br />
SemuSavebuli rekomendaciebi saqonlis warmoebasa<br />
da gasaRebis Sesaxeb savaldebuloa yvela<br />
qvedanayofisTvis;<br />
2) <strong>marketingis</strong> CatarebasTan erTad firmis strategiisa<br />
da taqtikis damuSavebaSi sxva qvedanayofebis<br />
monawileoba;<br />
3) sabazro perspeqtivebis kompleqsurad Seswavla da<br />
<strong>marketingis</strong> grZelvadiani programebis damuSaveba;<br />
4) firmis sameurneo saqmianobis (biznesis) situaciuri<br />
analizisa da operatiuli informaciuli uzrunvelyofis<br />
organziacia;<br />
5) firmis sameurneo-safinanso saqmianobis sistemuri<br />
analizi da Sefaseba, winadadebis SemuSaveba gamosaSvebi<br />
produqtis asortimentis cvlilebebis,<br />
51
warmoeba-gasaRebis saqmianobis, marTvis struqturis<br />
gardaqmnis da sxvaTa Sesaxeb.<br />
marketinguli saqmianoba unda ganxorcieldes garkveuli<br />
koncefciebis safuZvelze. koncefciebi emyareba warmoebisa<br />
da gasaRebis myidvelTa moTxovnas da maT mier saqonlis<br />
asortimentisa da xarisxis realur SefasebasTan SesabamisobaSi<br />
moyvanas. <strong>marketingis</strong> koncefciis Camoyalibeba ganapiroba<br />
saqonlis realizaciis problemis gamwvavebam, ramac<br />
moiTxova bazris kompleqsuri gamokvleva da bazris<br />
moTxovnebisadmi warmoebis (biznesis) daqvemdebarebis aucfilebloba.<br />
<strong>marketingis</strong> koncefcia 1 emyareba xuT ZiriTad midgomas.<br />
isini ganixileba rogorc damoukidebeli koncefciebi,<br />
romlebic asaxaven <strong>marketingis</strong> warmoSobisa da evoluciis<br />
sxvadasxva periods. es koncefciebia:<br />
1. warmoebis srulyofis koncefcia.<br />
2. saqonlis srulyofis koncefcia.<br />
3. komerciuli Zalisxmevis intensifikaciis koncefcia.<br />
4. sakuTriv <strong>marketingis</strong> koncefcia.<br />
5. socialur-eTikuri <strong>marketingis</strong> koncefcia.<br />
warmoebis srulyofis koncefciis Sesabamisad sawarmoTa<br />
xelmZRvanelobam (menejerebma) mTeli Zalisxmeva unda<br />
moaxmaron warmoebis srulyofas da gasaRebis sistemis efeqtianobis<br />
amaRlebas, vinaidan momxmarebelze dadebiTad moqmedebs<br />
xelmisawvdom fasebSi bazarze sakmarisi raodenobis<br />
saqonlis arseboba.<br />
warmoebis srulyofis koncefcia gamoiyeneba or Sem-<br />
TxvevaSi: pirveli — moTxovna aRemateba miwodebas; meore —<br />
Zalian maRalia saqonlis TviTRirebuleba. pirvel SemTxvevaSi<br />
firmebi TavianT Zalisxmevas axmaren warmoebis Semdgom<br />
gafarToebas, meore SemTxvevaSi ki saqonlis TviTRirebulebis<br />
Semcirebas Sromis mwarmoeblurobis amaRlebis gziT.<br />
warmoebis srulyofis koncefcia Seesabameba amerikis ekonomikis<br />
ganviTarebis im etaps, roca saqoneli Tavisuflad iyideboda<br />
umniSvnelo marketinguli zemoqmedebiT.<br />
erT-erTi ZiriTadi midgoma, romliTac xelmZRvaneloben<br />
gamyidvelebi, gamoixateba saqonlis srulyofis koncef-<br />
1 SexedulebaTa sistema.<br />
52
ciaSi. amjobineben im saqonels, romelic xasiaTdeba ukeTesi<br />
samomxmareblo TvisebebiT. amitom saWiroa saqonlis mudmivi<br />
srulyofa. magram Tumca wamgebiania saqonlis srulyofiT<br />
gataceba im donemde, roca daviwyebuli iqneba momxmarebelTa<br />
moTxovna.<br />
saqonlis srulyofis koncefcia Seesabameba iseT bazars,<br />
sadac miwodeba aRemateba moTxovnas. am SemTxvevaSi<br />
myidveli iZens im saqonels, romelic ukeTesi xarisxisaa.<br />
aseT pirobebSi mwarmoebeli firma iZulebulia mudmivad<br />
zrunavdes saqonlis srulyofaze momxmarebelTa moTxovnis<br />
gaTvaliswinebiT.<br />
komerciuli Zalisxmevis intesifikaciis koncefciisas<br />
yuradRebas amaxvileben saqonlis gasaRebisa da misi stimulirebis<br />
sistemis srulyofaze. momxmareblebi maTTvis saWiro<br />
saqonels yiduloben sakmarisi odenobiT mxolod im Sem-<br />
TxvevaSi, roca saqonlis gasaRebisa da stimulirebis saqmianoba<br />
mowesrigebulia.<br />
komerciuli Zalisxmevis intesifikaciis koncefcia<br />
gansakuTrebiT gamoiyeneba pasiuri moTxovnis saqonlis realizaciisas.<br />
imis gamo, rom am saqonlis SeZenaze momxmarebeli<br />
ar fiqrobs, an iSviaTad fiqrobs, firmebi iZulebulni<br />
arian meti Zalisxmeva moaxmaron potenciuri myidvelebis gamovlinebas<br />
da maTTvis saqonlis miyidvas. es koncefcia gamoiyeneba<br />
arakomerciuli saqmianobis sferoebSic, magali-<br />
Tad, arCevnebis dros, roca pirovneba ZalRones ar iSurebs,<br />
rom arCeuli iqnes amomrCevlebis mier deputatad an ama Tu<br />
im Tanamdebobaze.<br />
<strong>marketingis</strong> koncefcia SedarebiT axali midgomaa biznesis<br />
ganviTarebaSi. am koncefciis mixedviT sawarmos miznebis<br />
miRwevis sawindaria miznrobiv momxmarebelTa moTxovnis<br />
gansazRvra da dakmayofileba konkurentebTan SedarebiT<br />
ufro efeqtiani meTodebiT.<br />
<strong>marketingis</strong> koncefcia gamoiyeneba maSin, roca miwodeba<br />
gacilebiT aRemateba moTxovnas. aseT pirobebSi saqonlis<br />
realizaciisTvis aucilebelia bazris yovelmxrivi Seswavla;<br />
momxmarebelTa moTxovnis maqsimalurad gaTvaliswineba.<br />
am SemTxvevaSi aqcenti saqonlis nacvlad keTdeba momxmarebelTa<br />
moTxovnaze. komerciuli Zalisxmevis intesifikaciisa<br />
da <strong>marketingis</strong> koncefciebSi xSirad aigiveben erTmaneTTan.<br />
es araswori midgomaa. komerciuli Zalisxmevis intensifika-<br />
53
ciis koncefciis yuradRebis obieqtia saqoneli, romlis<br />
efeqtianad gasaReba moiTxovs ZalRonis daZabvas da stimulirebis<br />
RonisZiebebis gaZlierebas. <strong>marketingis</strong> koncefciis<br />
yuradRebis centrSia miznobrivi klientura Tavisi moTxovniT,<br />
romelTa dakmayofilebasac unda daeqvemdebaros sawarmos<br />
mTeli Tavisi saqmianoba mogebis miRebis mizniT.<br />
<strong>marketingis</strong> koncefcia gulisxmobs firmis erTgulebas<br />
momxmareblis suverenitetis Teoriisadmi. firmebi awarmoeben<br />
im saqonels, romelic aucilebelia momxmareblebis-<br />
Tvis da iReben mogebas maTi moTxovnis maqsimaluri dakmayofilebis<br />
xarjze. <strong>marketingis</strong> koncefcias praqtikul saqmianobaSi<br />
farTod iyeneben iseTi cnobili korporaciebi, rogoricaa<br />
`makdonaldsi~, `eivon~, `proqter end gembl~ da sxvebi.<br />
cnobilia isic, rom mas ufro xSirad mimarTaven samomxmareblo<br />
saqonlis mwarmoebeli da gamsaRebeli sawarmoebi sawarmoo<br />
daniSnulebis saqonlis mwarmoebel da gamsaRebel<br />
sawarmoebTan SedarebiT. bevri sawarmo sityviT aRiarebs<br />
<strong>marketingis</strong> koncefcias, praqtikaSi ki ar iyenebs mas. isini<br />
Semoifarglebian xolme <strong>marketingis</strong> formaluri elementebiT.<br />
socialur-eTikuri <strong>marketingis</strong> koncefcia bolodroindeli<br />
mimarTulebaa <strong>marketingis</strong> ganviTarebaSi. igi gulisxmobs<br />
biznesis axal filosofias, romelic orientirebulia<br />
myidvelTa gonivruli, jansaRi moTxovnilebebis dakmayofilebaze.<br />
am koncefciis Sesabamisad sawarmoTa ZiriTadi amocana<br />
miznobriv momxmarebelTa moTxovnilebis dadgena da ma-<br />
Ti dakmayofileba konkurentebTan SedarebiT ufro efeqtiani<br />
meTodebiT momxmarebelTa da saerTod mTeli sazogadoebis<br />
keTildReobis SenarCunebisa da ganmtkicebis pirobeb-<br />
Si.<br />
garkveuli dro dasWirda sazogadoebas, mis calkeul<br />
wevrebs imis gasacnobiereblad, rom mecnierul-teqnikuri<br />
progresi mxolod gansazRvrul donemde emsaxureba sazogadoebis<br />
interesebs, Semdeg ki zogjer moqmedebs mis sawinaaRmdegod,<br />
Tumca kvlav xels uwyobs ekonomikur zrdas. mecnierebi<br />
mividnen im daskvnamde, rom mecnierul-teqnikuri progresis<br />
miRwevebi unda moxmardes sazogadoebis jansaRi moTxovnilebebis<br />
dakmayofilebas da momaval Taobebs ar unda<br />
Seumcirdes normaluri cxovrebis Sansi. saqme exeba saqonlis<br />
xarisxis ekologiuri sisufTavis TvalsazrisiT. aman<br />
54
asaxva hpova <strong>marketingis</strong> koncefciaSi. ekologiuri gaWuWyianebisagan<br />
garemos dacvis RonisZiebebi Tavidan sawarmoebis<br />
mier aRiqmeboda rogorc arasasurveli, radgan isini dakav-<br />
Sirebuli iyo did xarjebTan da SeeZloT konkurentunarianobis<br />
gauareseba. ase fiqrobs sawarmoTa xelmZRvanelobis<br />
nawili dResac. ufro perspeqtiulad moazrovne menejerebi<br />
dganan ekologiuri problemebis gadawyvetis poziciaze.<br />
<strong>marketingis</strong> koncefciaSi TandaTanobiT iqna CarTuli socialuri<br />
xasiaTis sxva problemebic: Sromis pirobebis humanizacia,<br />
muSakTa momzadeba-gadamzadeba da sxv.<br />
amrigad, socialur-eTikuri <strong>marketingis</strong> koncefciam<br />
moxmarebelTa moTxovnis dakmayofileba uSualod daukavSira<br />
sazogadoebis interesebs. am koncefciis Sesabamisad sawarmoebma<br />
erTmaneTTan mWidro kavSirSi unda gadawyviton<br />
sawarmos, momxmareblebis da mTeli sazogadoebis interesebi.<br />
aRsaniSnavia, rom zogierT e. w. saxelmZRvaneloSi <strong>marketingis</strong><br />
cnobili 5 koncefcia damaxinjebulia da Secvlilia<br />
4 kategoriiT: saqonlis koncefcia, gasaRebis koncefcia,<br />
<strong>marketingis</strong> koncefcia, socialur-eTikuri <strong>marketingis</strong><br />
koncefcia. 1<br />
<strong>marketingis</strong> marTvis sistema moicavs sawarmos (firmis)<br />
organizaciul-kvleviT da programul-sakontrolo elementebs.<br />
sawarmoSi sistemis organizaciuli elementia <strong>marketingis</strong><br />
organizaciis samsaxuri. misi ZiriTadi amocanaa Sesabamisi<br />
qvedanayofebis uzrunvelyofa aucilebeli informaciiT<br />
bazris Sesaxeb da bazris moTxovnebze orientaciiT ma-<br />
Ti muSaobis koordinacia. kvleviTi elementi moicavs sawarmos<br />
marketinguli kvlevis meTodur da sainformacio wesebs<br />
misi saqmianobis sabazro, saasortimento, faswarmoqmnis, sareklamo<br />
da sxva sferoebis CaTvliT. programul-sakontrolo<br />
elementi warmoadgens sawarmoSi <strong>marketingis</strong> miznobriv<br />
programebsa da kontrols, romelTa mizania strategiis,<br />
taqtikis da operaciuli sabazro saqmianobis formireba<br />
drois sxvadasxva periodisaTvis realur sotuaciebsa da sawarmos<br />
potenciur SesaZleblobebze orientaciiT.<br />
1<br />
bisznesi. saxelmZRvanelo yvelasaTvis. samecniero xelmZRvaneli<br />
v. kakabaZe. gamomc.: `jeoprinti~, Tb., 2007, gv. 55.<br />
55
<strong>marketingis</strong> marTva moiTxovs gansazRvrul saSualebebs,<br />
instrumentebs, romlebic cnobilia <strong>marketingis</strong> kompleqsis<br />
1 saxelwodebiT (nax. 3.1). <strong>marketingis</strong> kompleqsi<br />
warmoadgens firmis marketinguli saqmianobis samarTavi<br />
elementebis, erTobliobas, romelTa manipulirebiT miiRweva<br />
miznobrivi bazrebis (myidvelTa) moTxovnis rac SeiZleba<br />
ukeT dakmayofileba. mas agreTve uwodeben `marketingmiqss~.<br />
farTod gavrcelebulia koncefcia `4p~, romlis mixedviT<br />
<strong>marketingis</strong> kompleqsi Sedgeba oTxi ZiriTadi elementisagan<br />
(TiToeuli inglisur enaze iwyeba aso ` p~-Ti): product,<br />
price, place, promotion. amrigad, <strong>marketingis</strong> marTva unda ganxorcieldes<br />
Sesabamisi kompleqsuri politikis ganxorcielebiT.<br />
sasaqonlo politikaSi da saerTod <strong>marketingis</strong> sistemaSi<br />
mTavari elementia saqoneli (produqti). sawarmom unda<br />
icodes da naTlad unda warmoidginos, rogori produqtia<br />
aucilebeli momxmareblisTvis, rogor moTxovnebs uyeneben<br />
mas potenciuri momxmareblebi. momxmarebelTa qcevisa da<br />
motivaciis Sesaswavlad iyeneben specialur gamokvlevebs<br />
(anketireba, eqspertiza da sxv.).<br />
56<br />
nax. 3.1. <strong>marketingis</strong> kompleqsi.<br />
firmebis politikaSi ZiriTadia faswarmoqmna. firmam<br />
unda daawesos iseTi gasayidi fasi, romelic aanazRaurebs<br />
yvela mis danaxarjebs da moutans mogebas. garda amisa, konkurenciis<br />
pirobebSi erTi firmis saqonlis fasi ar SeiZleba<br />
arsebiTad gansxvavdebodes sxva firmebis analogiuri saqonlis<br />
fasebisagan. fasis gansazRvrisas aranaklebi mniSvnelo-<br />
1 ix. Tavi 5.2.
a aqvs moTxovnasa da miwodebas Soris Tanafardobas konkretul<br />
saqonelze.<br />
rac Seexeba gasaRebis politikas, masSi gadamwyveti mniSvneloba<br />
akisria pozicias, anu saqonlis gayidvis adgilsa da<br />
pirobebs. produqti rom gaxdes sasargeblo momxmareblisTvis,<br />
igi unda iqnes miwodebuli im adgilze da swored maSin, sadac<br />
da roca aucilebelia igi momxmareblisTvis. am mizniT gamoiyeneba<br />
saqonlis bazarze miwodebis sxvadasxva arxebi, iqmneba<br />
xelsayreli pirobebi saqonlis myidvelebTan rac SeiZleba<br />
swrafi mitanisTvis.<br />
saqonlis win waweva (saqonelmoZraobis organizacia)<br />
<strong>marketingis</strong> kompleqsis sakvanZo elementia, ramdenadac igi<br />
warmoadgens mwarmoeblisa da momxmareblis kavSirurTier-<br />
Tobis saSualebas. win wawevis erT-erTi amocanaa mudmivi da<br />
mzardi moTxovnis SenarCuneba. win wawevis (saqonlis gavrcelebis)<br />
procesSi aqtiurad gamoiyeneba reklama, piradi kontaqtebi,<br />
gasaRebis stimulireba, firmis dadebiTi imijis<br />
formireba.<br />
<strong>marketingis</strong> kompleqsi mimarTulia bazarze sawarmos<br />
(firmis) miznebis miRwevebze, rac moiTxovs rigi specialuri<br />
gamokvlevebis Catarebas. am mxriv SeiZleba iTqvas, rom marketingi,<br />
rogorc sawarmos saqmianobis erTiani sistema, orientirebulia<br />
bazris moTxovnilebaTa dakmayofilebaze da moicavs<br />
kvleviT qvesistemas, sasaqonlo qvesistemas, saqonelmoZraobis<br />
qvesistemas, komunikaciur qvesistemas da sxv. <strong>marketingis</strong><br />
kompleqsis calkeuli elementebis realizaciis koordinirebuli<br />
RonisZiebebi marketinguli miznebis Sesabamisad<br />
CairTveba <strong>marketingis</strong> gegmaSi. ganasxvaveben <strong>marketingis</strong><br />
individualizebul da standartizebul kompleqsebs, romlebic<br />
umTavresad gamoiyeneba saerTaSoriso marketingSi.<br />
aRniSnulidan gamomdinare SeiZleba gakeTdes Semdegi<br />
daskvna: <strong>marketingis</strong> marTva gulisxmobs kompleqsur midgomas<br />
da igi ar unda SeizRudos bazris erT-erTi ZiriTadi<br />
elementis — moTxovnis gamokvleviT. amitom aramarTlzomieria<br />
gavrcelebuli mosazreba, romelic ekuTvnis prof. f.<br />
kotlers, imis Taobaze, rom <strong>marketingis</strong> marTva — es aris<br />
moTxovnis marTva. 1 jer — erTi, <strong>marketingis</strong> marTvis problema<br />
ar SeiZleba Semoifarglos, SeizRudos bazris mxolod<br />
1 f. kotleri, dasax. wigni, gv. 57.<br />
57
erT-erTi ZiriTadi elementiT — moTxovniT. <strong>marketingis</strong> arsidan<br />
gamomdinare, misi pirveli da ZiriTadi funqciaa: bazris<br />
kompleqsuri (yvela elementis) gamokvleva; meore, moTxovnis<br />
marTva nonsensiaa, radgan moTxovna bazris yvelaze<br />
dinamikuri elementia; moTxovnis dagegmva da marTva SeuZlebelia,<br />
vinaidan masze moqmedeben mravalferovani faqtorebi,<br />
maT Soris subieqturi da SemTxveviTi faqtorebi; moTxovna<br />
SeiZleba Seswavlil (gamokvleul) iqnes da gakeTdes<br />
misi prognozi.<br />
58<br />
3.2. <strong>marketingis</strong> organizacia sawarmoSi<br />
(firmaSi)<br />
<strong>marketingis</strong> organizacia (organizeba) sawarmoSi (firmaSi)<br />
niSnavs marketinguli saqmianobis organizaciuli sakiTxebis<br />
gadawyvetis process. am SemTxvevaSi organizebis<br />
cnebaSi Sedis: <strong>marketingis</strong> marTvis organizaciuli struqturis<br />
ageba-srulyofa; <strong>marketingis</strong> samsaxuris TanamSromelTa<br />
(marketerebis) SerCeva da swavleba, agreTve maTi kvalifikaciis<br />
amaRleba; TanamSromlebs Soris amocanebis, uflebebis<br />
da pasuxismgeblobis ganawileba; muSaobis saTanado<br />
pirobebis Seqmna; TanamSromelTa efeqtiani muSaobisTvis<br />
firmis sxva qvedanayofebTan efeqtiani kavSirurTierTobebis<br />
damyareba. <strong>marketingis</strong> organizaciis erT-erTi ZiriTadi<br />
pirobaa TanamSromelTa uzrunvelyofa yvela aucilebliT,<br />
rac saWiroa <strong>marketingis</strong> gegmis Sedgena-SesrulebisTvis.<br />
firmaSi marketinguli saqmianobis organizaciuli<br />
struqtura warmoadgens <strong>marketingis</strong> samsaxurs organizaciis<br />
konstruqcias, romlis safuZvelze xorcieldeba marketinguli<br />
seqtoris marTva; sxvanairad es aris qvedanayofebis<br />
(ganyofilebebis) erToblioba, romelTa SemadgenlobaSi<br />
Sedian muSakebi, romlebic ewevian ama Tu im marketingul<br />
saqmianobas. mocemul struqturas akisria gadamwyveti roli<br />
<strong>marketingis</strong> koncefciebis warmatebiTi realizaciisTvis.<br />
<strong>marketingis</strong> samsaxuris saTaveSi, rogorc wesi, sawarmos<br />
xelmZRvanelobis meore piria — <strong>marketingis</strong> direqtori anu<br />
firmis vice-prezidenti <strong>marketingis</strong> sakiTxebSi.<br />
<strong>marketingis</strong> organizaciisTvis ar arsebobs erTiani<br />
universaluri sqema. <strong>marketingis</strong> samsaxurSi SeiZleba Seiqmnas<br />
sxvadasxva safuZvelze. isini, rogorc wesi, warmoadge-
nen umniSvnelovanes funqciur rgols mTlianad sawarmos<br />
(firmis) marTvis sistemaSi. TiToeuli firma qmnis <strong>marketingis</strong><br />
samsaxurs imisTvis, rom man maqsimalurad xeli Seuwyos<br />
<strong>marketingis</strong> miznebis (potenciur momxmarebelTa segmentebis<br />
moZieba, mogebis gadideba da a. S.) miRwevas. amasTan <strong>marketingis</strong><br />
organizaciuli struqtura bevrad damokidebulia<br />
firmis sidideze, gamosaSvebi produqciis (saqmianobis) Taviseburebebsa<br />
da im bazrebze. sadac unda moxdes, saqonlis realizacia,<br />
agreTve TviT firmis marTvis arsebul struqturaze.<br />
variantebis mravalferovnebis miuxedavad, marketinguli<br />
saqmianobis struqtura firmebSi yvelaze metad yalibdeba<br />
funqciebis an saqonlis asrotimentis mixedviT. <strong>marketingis</strong><br />
marTvis organizaciuli struqtura SeiZleba iyos orientirebuli<br />
funqciebze, saqonelze, bazrebsa da momxmareblebze; regionebze;<br />
funqciebsa da saqonelze; funqciebsa da regionebze.<br />
funqciuri struqtura ufro mizanSewonilia im firmebisTvis,<br />
romlebic uSveben saqonels mcire raodenobiT.<br />
struqturis am tipis pirobebSi warmoebuli saqoneli da bazari<br />
ganixileba rogorc erTgvarovani, rac ganapirobebs<br />
specializebuli ganyofilebebis Seqmnas. 3.2. naxazze warmodgenilia<br />
<strong>marketingis</strong> organizaciuli struqtura funqciebis<br />
mixedviT.<br />
<strong>marketingis</strong> funqciuri organizaciuli struqturis<br />
sqemaSi mocemul qvedanayofebis garda, SeiZleba Seiqmnas<br />
<strong>marketingis</strong> dagegmvis, marketinguli arxebis marTvis, axali<br />
saqonlis ganyofilebebi.<br />
nax. 3.2. <strong>marketingis</strong> funqciuri organizaciuli struqtura.<br />
<strong>marketingis</strong> funqciuri organizacia emyareba funqciebis<br />
mixedviT Sromis danawilebasa da muSakTa specializacias.<br />
gamosaSvebi produqciis mcire nomeklaturis dros mar-<br />
59
ketingis organizacia gamoirCeva maRali manevrirebiT simartivis<br />
gamo. amasTan funqciuri struqtura naklebad moqnilia<br />
garemo pirobebis cvlilebebTan mimarTebaSi; kerZod<br />
siaxleebis danergvasTan dakavSirebiT saerTod funqciuri<br />
struqtura aRiarebulia danarCeni struqturebis bazad.<br />
im firmebisTvis, romlebic awarmoeben mravalferovani<br />
produqciis did raodenobas, rac moiTxovs warmoebisa da<br />
gasaRebis specifikur pirobebs, mizanSewonilad CaTvlilia<br />
<strong>marketingis</strong> organizacia sasaqonlo midgomiT (nax. 3.3). ase-<br />
Ti struqtura xasiaTdeba rigi dadebiTi momentebiT: gansazRvruli<br />
saqonlis ganyofilebis menejeri koordinacias<br />
uwevs <strong>marketingis</strong> mTel kompleqss mocemul saqonelze da<br />
swrafad reagirebs bazarze warmoSobil problemebze, magram<br />
sasaqonlo struqtura funqciurTan SedarebiT Zviria<br />
marketerTa da menejerTa raodenobis gazrdis gamo.<br />
nax. 3.3. <strong>marketingis</strong> struqtura calkeuli saqonlis<br />
mixedviT.<br />
amitom aseTi struqtura gavrcelebulia mxolod<br />
msxvil firmebSi, sadac TiToeuli saqonlis gayidvebis (realizaciis)<br />
moculoba sakmarisia imisTvis, rom gamarTleba<br />
mieces muSaobaSi dublirebas.<br />
sasaqonlo struqturas iyeneben decentralizebuli<br />
firmebis marketingul saqmianobaSi, romlebSic TiToeuli<br />
Svilobili kompania (filiali) specializebulia konkretuli<br />
saqonlis warmoebaze. konkretuli saqonlis marketingi<br />
met mniSvnelobas iZens imasTan dakavSirebiT, rom ekonomikurad<br />
ganviTarebul qveynebSi saqonlis diferenciacia (diversifikacia)<br />
konkurenciaSi gamarjvebis erT-erTi mTavari<br />
faqtoria. amgvarad Tanamedrove pirobebSi friad mniSvne-<br />
60
lovania calkeuli saqonlis <strong>marketingis</strong> saqmianoba. sxvadasxva<br />
firmaSi am menejerTa movaleobebi gansxvavebulia, magram SeiZleba<br />
gamoiyos Semdegi ZiriTadi funqciebi:<br />
� sasaqonlo jgufis <strong>marketingis</strong> gegmisa da biujetis<br />
Sedgena;<br />
� saqonlis bazarze SesaZlo cvlilebebis prognozireba;<br />
� informaciis Segroveba da konkurentebis moqmedebaTa<br />
Seswavla;<br />
� konkretuli saqonlis marketingTan dakavSirebuli<br />
firmis yvela qvedanayofis saqmianobis koordinacia;<br />
� axali saqonlis danergva da moZvelebuli saqonlis<br />
warmoebidan moxsna.<br />
firmebSi, romlebic TavianT saqonels yidian sxvadasxva<br />
bazarze, saqoneli saWiroebs specifikur momsaxurebas<br />
da amitom mizanSewonilia <strong>marketingis</strong> organizacia bazrebis<br />
(segmentebis) mixedviT (nax. 3.4).<br />
nax. 3.4. <strong>marketingis</strong> marTvis struqtura bazris segmentebze<br />
(momxmareblebze) orientaciiT.<br />
firmis xelmZRvanelobis yurdaRebis centrSi dgeba<br />
erTgvarovan momxmarebelTa jgufebi (segmentebi) da organizaciul<br />
struqturebSi ZiriTadi bazrebis mixedviT SemoaqvT<br />
<strong>marketingis</strong> menejeris Tanamdebobebi. aseTi menejerebi<br />
TanamSromloben funqciuri qvedanayofebis specialisteb-<br />
Tan TiToeuli bazrisTvis (momxmarebelTa jgufisTvis) <strong>marketingis</strong><br />
specialistebTan strategiis SemuSavebisTvis.<br />
firmebi, romlebic awarmoeben produqcias mravali regionisTvis,<br />
mizanSewonilad miiCneven mocemuli produqciis<br />
61
ealizaciis Taviseburebebis gaTvaliswinebiT marketinguli<br />
struqturis organizacias regionebis mixedviT (nax. 3.5).<br />
nax. 3.5. <strong>marketingis</strong> marTvis struqtura regionebis<br />
mixedviT.<br />
<strong>marketingis</strong> regionuli principiT organizebisas Sesabamis<br />
specialistebs (savaWro agentebs da sxv.) SeuZliaT icxovron<br />
mimagrebuli regionis (teritoriis) farglebSi da<br />
imuSaon droisa da saSualebebis minimaluri danaxarjebis<br />
pirobebSi. xSirad aseTi marketinguli struqtura yalibdeba<br />
msxvil centralizebul, gansakuTrebiT saerTaSoriso<br />
firmebSi, romlebsac gaaCniaT bazrebis farTo qseli da<br />
zogjer gamijnuli arian calkeuli zonebisa da raionebis<br />
mixedviT. aRniSnuli marketinguli struqturis, iseve rogorc<br />
saqonelsa da bazrebze orientirebuli struqturebis<br />
naklovanebad iTvleba samuSaoTa dublireba, agreTve saqmianobis<br />
koordinirebis problemebi.<br />
saerTod marketinguli struqturis organizebisas<br />
firmebma unda daicvan misi agebis Semdegi principebi:<br />
� miznebis erTianoba;<br />
� marketinguli struqturis simartive da erTiani<br />
daqvemdebarebis principi;<br />
� kavSirebis efeqtiani sistema qvedanayofebs Soris,<br />
romlebic uzrunvelyofen informaciis zust gadacemas;<br />
marketingul struqturebis mcirergolianoba.<br />
miznebis erTianobis principi moiTxovs imas, rom sabazro<br />
miznebad ganisazRvros:L<br />
� gayidvebis moculoba, mogeba, mogebis Sefardeba gayidvebis<br />
moculobasTan, Semosavali erT aqciaze<br />
(RonisZiebebze), sawarmos (firmis) wili bazarze, kapitalis<br />
struqtura (subsidirebuli kapitalis wi-<br />
62
li). amasTan miznebma ar unda gamoricxnon erTmane-<br />
Ti.<br />
<strong>marketingis</strong> organizaciuli struqturis simartive da<br />
sizuste xels uwyobs masTan firmis personalis ufro iolad<br />
Seguebas da maT aqtiur monawileobas miznebis miRwevaSi.<br />
amasTan muSaki unda Rebulobdes brZanebebs mxolod erTi<br />
ufrosisagan (menejerisagan). erTi da igive mizniT Sesasrulebeli<br />
funqciebis erTobliobisaTvis unda iyos erTi menejeri.<br />
infromaciis efeqtiani cirkulacia ukukavSiriT da<br />
mciregolianoba struqturaSi ufro operatiulobas ani-<br />
Webs informaciis gadacemas zevidan qveviT da piriqiT.<br />
mTlianad marketinguli saqmianobis koordinacia unda ganaxorcielos<br />
umaRlesma xelmZRvanelobam.<br />
mecnierul-teqnikuri progresis maRali tempebis, momxmarebelTa<br />
moTxovnis swrafi cvlilebebis, warmoebis mas-<br />
Stabebisa da sirTuleebis, agreTve sxva faqtorebis zegavleniT<br />
icvleba sawarmos (firmis) miznebis xasiaTi, maTi miRwevis<br />
saSualebebi. amitom marketinguli struqturebi unda<br />
iyos moqnili, rom saTanadod Seeguon cxovrebiseul dinamikas.<br />
marketinguli struqturebi CaiTvleba moqnilad Tu SeZleben<br />
TavianTi organizaciuli formebis Secvlas firmis<br />
strategiis cvlilebebis mixedviT. organizaciuli gardaqmna<br />
SeiZleba swrafad ganxorcieldes firmis saqmianobis<br />
efeqtianobis Semcirebis gareSe, Tu Cadebulia TviT strategiaSi<br />
Seguebis unari. marketinguli struqturebis moqnilobisTvis<br />
didi mniSvneloba aqvs sinqronuli informaciis<br />
flobas Siga da gare marketinguli garemos Sesaxeb, rac ganpirobebulia<br />
ekonomikuri, demografiuli, bunebrivi, teqnologiuri,<br />
politikuri da kulturuli faqtorebiT.<br />
ganasxvaveben `magar~ (`myar~) da `rbil~ marketingul<br />
struqturebs. `myari~ (meqanisturi) struqturisTvis damaxasiaTebelia<br />
Semdegi Taviseburebebi: muSakebis movaleobebi<br />
zustad gansazRvrulia; saq mianobis centralizacia da specializacia<br />
gaZlierebulia; moqmedebs mravali instruqcia;<br />
muSaki ar aris valdebuli Seasrulos samuSao, romelic ar<br />
aris gaTvaliswinebuli Tanamdebobrivi instruqciiT. aseTi<br />
struqturebi efeqtiania stabiluri marketinguli garemos<br />
pirobebSi. cvalebad marketingul garemoSi ki ufro mizanSewonilia<br />
`rbili~ (moqnili, adapturi) struqturebi. aseTi<br />
63
struqturebi ukeT eguebian siaxleTa danergvas da xels uwyoben<br />
axali ideebis, proeqtebis wamoyenebas. samuSaoTa Sinaarsi<br />
mudmivad icvleba, amitom ar dominirebs formaluri<br />
isntruqciebi, romlebSic mkacrad gansazRvrulia muSakTa<br />
uflebamosilebani. Tanamedrove pirobebSi marketinguli<br />
struqturebi unda iyos imdenad moqnili, rom ara marto<br />
eguebodes bazarze cvalebad situacias, aramed xdebodes<br />
drouli adaptacia garemosTan. aSS-sa da inglisSi marketinguli<br />
struqturebi ufro myaria, xolo iaponiaSi ufro adapturia.<br />
amJamad, <strong>marketingis</strong> samsaxurebis sistemis gareSe,<br />
romlebic uzrunvelyofen marketinguli kvlevebis Catarebas<br />
momxmarbelTa moTxovnis perspeqtivebis, saqonlis Tvisebebisa<br />
da xarisxis mimarT maTi moTxovnebis, agreTve am<br />
moTxovnaTa cxovrebis pirobebze zegavlenis Seswavlis sferoSi,<br />
mwarmoeblebs Znelad Tu SeeZlebaT gadarCnen konkurentul<br />
brZolaSi. <strong>marketingis</strong> samsaxurebis saboloo mizania<br />
firmis mTeli sameurneo saqmianobis (biznesis) daqvemdebareba<br />
bazris arsebobisa da ganviTarebis kanonebisadmi. ama-<br />
Si dainteresebulni arian rogorc saqonlis mwarmoeblebi,<br />
aseve momxmareblebic.<br />
xazgasmiT unda aRiniSnos, rom <strong>marketingis</strong> organizacia<br />
sawarmoSi (firmaSi) — es ar aris specialuri qvedanayofebis<br />
formaluri gamoyofa (Seqmna), maTTvis calkeuli funqciebis<br />
dakisrebiT, romlebic adre ar sruldeboda an<br />
sruldeboda nawilobriv (reklama, moTxovnis Seswavla da<br />
misT.). <strong>marketingis</strong> samsaxuri iqmneba, upirveles yovlisa,<br />
firmis sawarmoo, safinanso, savaWro-gasaRebis saqmianobis<br />
cvalebad ekonomikur situaciasTan (fasebi, bazris koniunqtura<br />
da sxv.), bazarze momxmarebelTa moTxovnilebebTan<br />
moqnili Seguebis uzrunvelsayofad.<br />
64<br />
3.3. <strong>marketingis</strong> samsaxurebis amocanebi<br />
da funqciebi<br />
<strong>marketingis</strong> samsaxuri sabazro urTierTobaTa pirobebSi<br />
yvelaze umniSvnelovanesi rgolia mTlianad firmis<br />
saqmianobaSi, romelic sawarmos safinanso, savaWro, gasaRebis,<br />
teqnologiuri, sakadro da sxva saqmianobis saxeobebTan<br />
erTad qmnis erTian integrirebul process, romelic mimar-
Tulia sabazro moTxovnilebaTa dakmayofilebasa da mogebis<br />
miRebaze.<br />
<strong>marketingis</strong> samsaxuris optimaluri struqturis Ser-<br />
Ceva mizanSewonilia moxdes sxva faqtorebTan erTad, sawarmos<br />
(firmis) sididisagan damokidebulebiT (nax. 3.6). <strong>marketingis</strong><br />
samsaxuris qvedanayofebi (ganyofileba, biuro) mWidro<br />
kavSirSia erTmaneTTan. TiToeuli maTgani wyvets Tavis<br />
amocanebs, romelTa mizania momxmarebelTa moTxovnis gansazRvra<br />
da misi dakmayofileba.<br />
nax. 3.6. <strong>marketingis</strong> samsaxuris marTvis organizaciuli<br />
struqtura msxvil firmebSi<br />
<strong>marketingis</strong> samsaxuris qvedanayofebi asruleben Semdeg<br />
amocanebs da funqciebs: 1) bazris koniunqturis, moTxovnisa<br />
da sasaqonlo reklamis ganyofilebis amocanebia:<br />
� <strong>marketingis</strong> mokle, saSualo da grZelvadiani strategiis<br />
damuSaveba;<br />
� sawarmos saqonlis moTxovnaze, bazris koniunqturaze<br />
moqmedi faqtorebis gamokvleva;<br />
65
� sawarmos produqciaze moTxovnis Seswavla da gamosaSveb<br />
produqciaze moTxovnis saTanado programebis<br />
damuSaveba;<br />
� gamosaSvebi produqciis samomxmareblo Tvisebebisa<br />
da momxmarebelTa mxriv misadmi wayenebuli moTxovnebis<br />
gamokvleva;<br />
� gamosaSvebi produqciis mimarT momxmarebelTa<br />
moTxovnebze dammuSavebelTa da mwarmoebelTa orientacia;<br />
� saqonlis gasaRebis, reklamisa da stimulirebis organizacia.<br />
CamoTvlili amocanebis Sesasruleblad xorcieldeba<br />
Semdegi funqciebi:<br />
� sawarmos produqciis gasaRebis potenciuri bazrebis<br />
ZiriTadi koniunqturSemqmneli faqtorebis analizi<br />
da prognozireba;<br />
� socialur-ekonomikuri faqtorebis analizi, romlebic<br />
moqmedeben gamosaSvebi produqciis moTxovna-mowodebis<br />
Tanafardobaze;<br />
� konkurentebis produqciis miwodebis moculobebis,<br />
teqnikuri donisa da xarisxis, mocemuli sawarmos<br />
produqciasTan misi upiratesobebisa da naklovanebebis<br />
Seswavla, axali bazrebisa da axali momxmareblebis<br />
gamovlena;<br />
� produqciis msoflio warmoebaSi tendenciebis gavlena<br />
sawarmos profilze; saqonlis samomxmareblo<br />
Tvisebebis gamokvleva da am produqciiT momxmarebelTa<br />
dakmayofilebis moTxovnis Sesaxeb infromaciis<br />
Segroveba;<br />
� produqtis konkurentunarianobis analizi, misi Sejereba<br />
sxva sawarmoebis mier gamoSvebuli analogiuri<br />
produqtis (saqonlis) samomxmareblo Tvisebeb-<br />
Tan, fasTan, warmoebis xarjebTan;<br />
� konkretuli saqonlisTvis bazris tevadobis gaangariSeba;<br />
bazris koniunqturisa da tevadobis Seswavlis<br />
safuZvelze moTxovnis prognozebis damuSaveba<br />
masobrivad, seriulad gamosaSveb axal produqciaze;<br />
66
� saqonlis gasaRebis potenciuri bazrebis Sesaxeb<br />
yvela ekonomikuri informaciis Segroveba, sistematizacia<br />
da analizi (geografiuli ganlagebis gaTvaliswinebiT);<br />
� monacemTa sainformacio-statistikuri bankis Seqmna;<br />
� yvela funqciuri qvedanayofis moqmedebaTa koordinacia<br />
da SeTanxmeba erTiani marketinguli politikis<br />
SemuSavebaSi;<br />
� momxmareblebTan ukukavSiris organizacia, maTi Sexedulebis<br />
(azris) Seswavla gamoSvebul produqciaze<br />
da amis safuZvelze produqciis samomxmareblo<br />
Tvisebebis gaumjobesebis winadadebebis SemuSaveba;<br />
� reklamis organizacia sxvadasxva formebiTa da sa-<br />
SualebebiT (gazeTi, televizia da a. S.);<br />
� sawarmos gamofenebze, bazrobebze, gamofena-gayidvebze<br />
monawileobis organizacia;<br />
� saqonelmoZraobis formebis efeqtianobis Seswavla<br />
da analizi;<br />
� winadadebaTa momzadeba principulad axali produqciis<br />
Seqmnis Sesaxeb;<br />
� rekomendaciebis damuSaveba produqciis warmoebis<br />
gegmis (nomenklaturisa da raodenobis mixedviT) mimarT<br />
konkretul saqonelze moTxovnisa da bazris<br />
Seswavlis Sedegebis safuZvelze da sxv.<br />
gasaRebis ganyofilebis amocanebia:<br />
� saqonlis miwodebis Sesaxeb xelSekrulebebis droulad<br />
momzadeba da dadeba;<br />
� saqonlis miwodebis uzrunvelyofa xelSekrulebiT<br />
nakisri nomenklaturisa da vadebis mixedviT saqonlis<br />
gadatvirTvis (gagzavnis) swori aRricxvisa da<br />
angariSgebis uzrunvelyofa (organizacia).<br />
aRniSnuli amocanebis Sesabamisad gasaRebis ganyofileba<br />
asrulebs Semdeg funqciebs:<br />
� sawarmos produqciis gasaRebis warmatebuli uzrunvelyofa;<br />
� gamosaSvebi produqciis gamyidvelebTan miwodebis<br />
xelSekrulebis momzadeba da gaformeba;<br />
67
� sawarmos Sesabamisi samsaxurebTan erTad monawileoba<br />
warmoebis gegmebis formirebisa da mza produqciis<br />
CabarebaSi dadgenil vadebsa da nomenklaturiT<br />
miwodebebis uzrunvelyofisaTvis;<br />
� xelSekrulebebis Sesabamisad saqonlis miwodebis<br />
wliuri, kvartaluri da Tviuri gegmis Sedgena da<br />
miwodebis gegmebis Sesrulebis analizi;<br />
� produqciaze moTxovnis Seswavlisa da sxva marketingul<br />
RonisZiebebSi monawileoba;<br />
� mza produqciis swori Senaxvis, misi daxarisxebis,<br />
kompleqtaciis, SefuTvisa da myidvelisTvis gagzavnis<br />
organizacia; myidvelebTan urTeirTdamokidebulebis<br />
regulireba da maTi miReba saqonlis miwodebisa<br />
da angariSworebis sakiTxebze;<br />
� sabiTumo vaWrobis organizacia da sxv.<br />
<strong>marketingis</strong> prognozirebisa da dagegmvis ganyofilebis<br />
amocanebia:<br />
� bazris koniunqturis, moTxovnis, sawarmos produqciis<br />
warmoebis ganviTarebis perspeqtivebisa da fasebis<br />
prognozireba;<br />
� <strong>marketingis</strong> strategiis damuSaveba;<br />
� sawarmoo simZlavreebisa da warmoebis gegmis formirebis<br />
rekomendaciebis SemuSaveba.<br />
am ganyofilebis funqciebs Seadgens:<br />
� myidvelTa moTxovnis Seswavla;<br />
� droulad gansazRvra imisa, ramdenad gaTvaliswinebulia<br />
produqciis warmoebaSi momxmarebelTa moTxovnebi,<br />
misi saimedobisa da xarisxis, fasebis donis,<br />
miwodebis pirobebis, gayidvis Semdeg teqnikuri<br />
momsaxurebis organizaciis mimarT, sxva survilebi,<br />
maragis, agreTve produqciaze SekveTebis portfelis<br />
Sesaxeb monacemebis Segroveba, warmoebis (teqnikuri<br />
donis, teqnologiis, damzadebis ciklis xangrZlivobis,<br />
warmoebis xarjebis struqturis da<br />
sxv.) ganviTarebis ZiriTad tendenciebis gamovlena<br />
da moTxovnis analizi saSinao moxmarebisa da eqsport-importis<br />
Seswavlis safuZvelze;<br />
� produqciis sxvadasxva saxeebze fasebis monacemebis<br />
Seswavla;<br />
68
� moTxovnisa da miwodebis Soris Tanafardobis prognozireba<br />
da am safuZvelze mocemul produqciaze<br />
fasebis gansazRvra;<br />
� moTxovna-miwodebis balansebis Sedgena momavali periodisaTvis;<br />
� bazris koniunqturis formirebis faqtorebis sistemis<br />
analizis safuZvelze bazris koniunqturisa<br />
da tevadobis, moTxovnis, warmoebis, produqciis eqsprot-importis<br />
prognozebis damuSaveba;<br />
� bazrisadmi sistematuri dakvirveba da prognozebis<br />
koreqtireba mimdinare cvlilebebis Sesabamisad;<br />
� winadadebis damuSaveba da sawarmos xelmZRvanelobisTvis<br />
wardgena principulad axali produqciis<br />
Seqmnis Taobaze, romelic gankuTvnilia bazris axali<br />
segmentis moTxovnilebaTa dasakmayofileblad;<br />
� <strong>marketingis</strong> strategiis damuSaveba bazris moTxovnilebaTa<br />
dasakmayofileblad;<br />
� <strong>marketingis</strong> strategiis damuSaveba bazris moTxovnis,<br />
tevadobis da koniunqturis analizis, produqciis<br />
teqnikuri donis, xarisxisa da misi saSinao da<br />
sagareo bazrebze konkurentunarianobis prognosis<br />
safuZvelze;<br />
� produqciis warmoebisa da realizaciis moculobebis,<br />
gasaRebis, reklamis da safirmo momsaxurebis<br />
organizaciis analizi analogiur sawarmoebSi qveynis<br />
SigniT da sazRvargareT da winadadebaTa SemuSaveba<br />
gamocdilebis gamoyenebis Taobaze da sxv.<br />
bazrisa da moTxovnis ganyofielbis amocanebia:<br />
� bazris koniunqturis gamokvleva;<br />
� sawarmos produqciaze moTxovnis Seswavla da gamosaSveb<br />
produqciaze misi prognozis damuSaveba;<br />
� produqciis konkurentunarianobis gansazRvra;<br />
� produqciis samomxmareblo Tvisebebisa da maTdami<br />
momxmarebelTa moTxovnis gamokvleva;<br />
� gamosaSvebi produqciis mimarT momxmarebelTa<br />
moTxovnis Sesrulebaze dammuSavebulTa da mwarmoebelTa<br />
orientacia.<br />
aRniSnuli amocanebidan gamomdinare biuro asrulebs<br />
Semdeg funqciebs:<br />
69
70<br />
� bazris koniunqturis, gamosaSveb produqciaze moTxovnis<br />
gamokvlevis gegmebis damuSaveba;<br />
� potenciuri bazrebis ZiriTadi koniunqturwarmomqmneli<br />
faqtorebis analizi da prognozireba;<br />
� informaciis Segroveba da sistematizacia konkurenti<br />
produqciis upiratesobebisa da naklovanebebis<br />
Sesaxeb mocemul sawarmos produqciasTan SedarebiT;<br />
� gamosaSvebi produqciis axali bazrebis da axali<br />
momxmareblebis Seswavla;<br />
� ekonomikuri faqtorebis mniSvnelobaTa dinamikis<br />
gansazRvra, romlebic moqmedeben moTxovnis potencialze<br />
(mocemul bazarze);<br />
� gamokvlevisTvis bazris segmentebis SerCeva, aucilebeli<br />
sainformacio bazis, gamokvlevaTa meTodebis<br />
(literaturuli wyaroebis, statistikuri monacemebis<br />
Seswavla, anketebis dagzavna, interviu, gamokiTxva<br />
telefoniT) gansazRvra;<br />
� bazris koniunqturisa da tevadobis Seswavlis safuZvelze<br />
prognozis damuSaveba axal produqciaze<br />
moTxovnis ganviTarebis Sesaxeb, agreTve misi warmoebis<br />
winadadebebis xangrZlivi periodisTvis;<br />
� teqnikuri (sagarantio) momsaxurebis organizaciis<br />
da produqciis gasaRebaze misi zegavlenis analizi;<br />
� momsaxurebis xarisxis amaRlebis rekomendaciebis<br />
SemuSaveba, momxmareblebTan ukukavSiris organizacia,<br />
produqciis warmoebis gegmisTvis winadadebebis<br />
momzadeba nomenklaturisa da xarisxis mixedviT<br />
konkretul produqciaze bazris koniunqturisa da<br />
moTxovnis Seswavlis Sedegebis safuZvelze;<br />
� reklamis efeqtianobis amaRlebis RonisZiebebSi monawileoba<br />
da sxv.<br />
reklamis biuros amocanebia:<br />
� reklamis Catarebis yvelaze efeqtian mimarTuleba-<br />
Ta gansazRvra gamosaSvebi produqciis da bazris<br />
koniunqturis TaviseburebaTa gaTvaliswinebiT;<br />
� produqciis yvela aucilebeli saxis reklamis organizacia<br />
da sawarmo-damamzadeblis mimarT ndobisa<br />
da pativiscemis atmosferos (imijis) Camoyalibeba.
amocanebis Sesabamisad reklamis biuro asrulebs Semdeg<br />
funqciebs:<br />
� sareklamo RonisZiebaTa Catarebis gegmebis Sedgena<br />
da sawarmos xelmZRvanelobisTvis dasamtkiceblad<br />
wardgena;<br />
� reklamis Catareba, yvelaze efeqtiani meTodebis<br />
SerCeva da gamoyeneba produqciis, agreTve bazris<br />
Taviseburebebis gaTvaliswinebiT, rac xorcieldeba<br />
<strong>marketingis</strong> samsaxurebis specialistebTan er-<br />
Tad;<br />
� reklamis organizacia masobrivi infromaciis da<br />
sxva saSualebebis gamoyenebiT;<br />
� winadadebaTa damuSaveba safirmo stilis formirebis<br />
Sesaxeb, safirmo nawarmis (plakatebis, bukletebis,<br />
afiSebis, eqspert-informaciis) daxmarebiT reklamis<br />
organizacia;<br />
� reklamis qmediTobis, produqciis gasaRebaze misi<br />
gavlenis, saqonlis Sesaxeb momxmareblis informirebulobis<br />
analizi, reklamis efeqtianobis gansaz-<br />
Rvra da sxva.<br />
<strong>marketingis</strong> marTvis organizaciuli struqturisa da<br />
samsaxurebis motanili sqemebi, amocanebi da funqciebi sanimuSoa.<br />
amitom konkretul situaciaSi da konkretul sawarmoSi<br />
(firmaSi) isini SeiZleba dazustdes (SeiZleba gafar-<br />
Tovdes srulyofisa da dakonkretebis mizniT). didi mniSvneloba<br />
aqvs <strong>marketingis</strong> qvedanayofebis (samsaxurebis) swor<br />
koordinacias.<br />
jerjerobiT saqarTveloSi saTanado yuradReba ar eqceva<br />
marketingul saqmianobas. sawarmoebSi (firmebSi) metwilad<br />
Seqmnilia mcirericxovani <strong>marketingis</strong> struqturuli<br />
qvedanayofebi, marketingul saqmianobas ar gaaCnia sistemuri<br />
xasiaTi da igi Semoifargleba kompleqsuri marketinguli<br />
RonisZiebebis nacvlad umTavresad sareklamo da gasaRebis<br />
stimulirebis RonisZiebebiT. koniunqturisa da moTxovnis<br />
sakavSiro samecniero-kvleviTi institutis (`vniiks~-is) saqarTvelos<br />
filialis bazaze 1991 wels Seqmnili <strong>marketingis</strong><br />
samecniero-kvleviTi instituti da sxva ekonomikuri profilis<br />
kvleviT instutebTan erTad, akademiis sistemis ekonomikis<br />
institutis garda, yvela gauqmebul iqna. ganviTarebu-<br />
71
li sabazro ekonomikis qveynebSi Camoyalibda samrewvelo,<br />
savaWro da servisuli firmebis marketingSi investiciebis<br />
zrdis tendencia. magaliTad, germaniis <strong>marketingis</strong> institutis<br />
SefasebiT, individualuri sargeblobis tradiciuli<br />
saqonlis warmoebis xarjebis marketingze modis daaxloebiT<br />
25%, xolo axal produqciaSi 70%-mde~. 1<br />
qveyanaSi ekonomikis aRorZineba, upirveles yovlisa,<br />
damokidebulia samrewvelo sawarmoTa, agreTve sxva sferoebis<br />
(dargebis) firmebis warmoeba-gasaRebis saqmianobis, saerTod<br />
biznesis <strong>marketingis</strong> principebiT organizaciaze.<br />
1 o. d. andreeva, a. v. andreevi, dasax. wigni, gv. 11.<br />
72
Tavi 4. dagegmva da kontroli <strong>marketingis</strong><br />
marTvis sistemaSi<br />
4.1. strategiuli da taqtikuri dagegmva marketingSi<br />
dagegmva <strong>marketingis</strong> marTvis efeqtianad ganxorcielebis<br />
erT-erTi aucilebeli pirobaa. is marTvis wamyvani<br />
funqciaa. dagegmva xels uwyobs sawarmoSi marketinguli saqmianobiT<br />
dakavebuli muSakebis perspeqtiulad da mizanmimarTulad<br />
azrovnebas, riTac SesaZlebeli xdeba swori da<br />
Sedegebze orientirebuli gadawyvetilebebis miReba, maTi<br />
koordinacia da informaciis droulad miwodeba sawarmos<br />
xelmZRvanelobisTvis. dagegmviT iqmneba muSaobis Sedegebis<br />
Sefasebisa da kontrolisTvis saWiro winapirobebi.<br />
dagegmva ori saxisaa:<br />
1) strategiuli dagegmva;<br />
2) taqtikuri dagegmva.<br />
strategiul dagegmvaSi igulisxmeba sawarmos (firmis)<br />
miznebsa da maTi miRwevis potenciur SesaZleblobebs Soris<br />
Sesabamisobis Seqmnisa da SenarCunebis mmarTvelobiTi procesi.<br />
taqtikuri dagegmva gulisxmobs konkretuli qmedebebis<br />
ganxorcielebas <strong>marketingis</strong> strategiuli gegmiT gansazRvruli<br />
amocanebis misaRwevad.<br />
taqtikuri dagegmvis dros akonkreteben Tu vin, ra,<br />
rodis, sad da rogor unda gaakeTos dasaxuli miznebis misaRwevad.<br />
e.i. taqtikuri dagegmvis procesSi Camoyalibdeba<br />
uaxloes periodSi gansaxorcielebeli konkretuli davalebebi,<br />
romelTa SesrulebiTac miiRweva strategiuli miznebi.<br />
maSasadame, <strong>marketingis</strong> strategiuli gegma marketinguli<br />
saqmianobis miznebis, strategiebis, agreTve, drois<br />
gansazRvrul intervalSi maTi miRwevis RonisZiebebis er-<br />
Tobliobaa. taqtikur gegmaSi dakonkretebulia strategiuli<br />
gegmiT gansazRvruli amocanebi moklevadiani periodis-<br />
Tvis.<br />
<strong>marketingis</strong> gegmebis efeqtianad ganxorcielebisa da<br />
dasaxuli miznebis misaRwevad aucilebelia:<br />
73
a) gegmebis daamuSavebaSi monawileoba miiRon im TanamSromlebma,<br />
romlebic SemdgomSi imuSeveben maT<br />
ganxorcielebaze;<br />
b) dagegmvis procesi iyos moqnili, rom saWiroebis<br />
SemTxvevaSi operatiulad iqnes Setanili cvlilebebi<br />
gegmebSi;<br />
g) dagegmva iyos adapturi, e.i. miRebuli gegmebi unda<br />
iTvaliswinebdes moTxovnis cvalebad xasiaTs.<br />
strategiuli dagegmva xorcieldeba etapobrivad.<br />
strategiuli dagegmvis etapebs miekuTvneba (ix. nax. 4.1.).<br />
1) sawarmos misiis formulireba;<br />
2) miznebisa da amocanebis gansazRvra;<br />
3) biznes-portfelis Sedgena;<br />
4) zrdis strategiebis SerCeva.<br />
strategiuli dagegmvis procesis yovel etapze strategiuli<br />
gegmis Sesabamisi nawili muSavdeba. strategiuli<br />
gegmis nawilebs miekuTvneba: misia, strategiuli miznebi da<br />
amocanebi, SWOT-analizi da portfeluri analizi, zrdis<br />
strategia.<br />
sawarmos misiaSi igulisxmeba is ZiriTadi mizani, ris-<br />
Tvisac Seiqmna sawarmo.<br />
misia sawarmosTvis warmoadgens logikuri aTvlis wertils,<br />
romelsac is uqvemdebarebs mTel Tavis saqmianobas.<br />
rogorc wesi, misiis avtori aris sawarmos damfuZnebeli. misiis<br />
sworad gansazRvra, menejerebisa da specialistebis informireba<br />
ZiriTadi miznis Sinaarsze uzrunvelyofs sawarmos<br />
efeqtianad muSaobas, radgan misiis arsSi saTanadod<br />
garkveva maT saerTo saqmis Tanamonawiled aqcevs. droTa<br />
ganmavlobaSi axali saqonlis Seqmnis, axal bazrebze gasvlis,<br />
warmoebis moculobis gazrdis, samoqmedo garemos Secvlis<br />
pirobebSi misiam SeiZleba dakargos aqtualoba da saWiro<br />
gaxdes misi gadasinjva. magram es ar niSnavs imas, rom misia<br />
unda Seicvalos yoveli ramdenime wlis Semdeg.<br />
misiis gadasinjvis dros pasuxi unda gaeces Semdeg<br />
kiTxvebs: raSi mdgomareobs firmis saqmianobis arsi? vin arian<br />
misi momxmareblebi da ris miReba surT maT firmisgan? ra<br />
aris marketinguli saqmianobis mizani? da sxv. am kiTxvebze<br />
swori pasuxebis gacema ar aris advili. magram, Tu am kiTxvebs<br />
swori pasuxebi gaecema, e. i. Tu sworad Camoyalibdeba<br />
74
sawarmos misia Secvlil sabazro pirobebSi, sawarmos efeqtianad<br />
funqcionirebis realoba mkveTrad gaizrdeba.<br />
sawarmos misiis Camoyalibeba, amerikeli mecnieris Teodor<br />
levitis azriT, ukeTesia bazarze orientaciiT. am Sem-<br />
TxvevaSi sawarmos saqmianoba xasiaTdeba momxmarebelTa<br />
moTxovnisa da moTxovnilebebis dakmayofilebis TvalsazrisiT,<br />
biznesis warmatebis safuZveli ki momxmarebelTa<br />
moTxovnilebebis srulyofilad gaTvaliswinebaa. Tumca<br />
praqtikaSi xSirad sawarmoebi TavianTi saqmianobis sferos<br />
saqonlis xasiaTis an gamoyenebuli teqnologiebis mixedviT<br />
axasiaTeben. ase, magaliTad, zogierTi amerikuli sawarmo<br />
Tavis misias gamoxatavda Semdegi lozungebiT: `Cven vawarmoebT<br />
sabeWd manqanebs~, ~Cven qimiuri kompania varT~. aseTi<br />
midgoma saqmianobis sferos daxasiaTebisas rom arazusti da<br />
arasworia, maTi saqmianobis araxelsayreli SedegebiT dadasturda.<br />
cxadia, droTa ganmavlobaSi saqoneli da teqnologiebi<br />
Zveldeba, ZiriTadi moTxovnilebebi ki ucvleli<br />
rCeba. amitom saqonelsa da teqnologiebze orientacias sawarmoebisTvis<br />
ar moaqvs sasurveli Sedegebi.<br />
sawarmos misiis<br />
formulireba<br />
miznebisa da<br />
amocanebis<br />
gansazRvra<br />
biznes-portfelis<br />
Sedgena<br />
zrdis strategiis<br />
SerCeva<br />
nax. 4.1. strategiuli dagegmvis procesi<br />
75
misiis formulirebis dros sawarmoebma unda ixelmZRvanelon<br />
gansazRvruli rekomendaciebiT:<br />
1) dasaxuli mizani (an miznebi) ar unda iyos Zalian<br />
farTo an Zalian viwro. ar iqneba swori, Tu velosipedebis<br />
mwarmoebeli sawarmo Tavis programas daaxasiaTebs<br />
rogorc satransporto saSualebebis warmoebas.<br />
am SemTxvevaSi misia Zalian farTod aris warmodgenili;<br />
2) misia unda iyos mkafiod gansazRvruli da realuri.<br />
ararealuri iqneba saqarTvelos aviaxazebis mier<br />
Tavisi misiis, rogorc umsxviles msoflio aviakompaniad<br />
gardaqmnisken miswrafebis, gansazRvra;<br />
3) misias ar unda hqondes mxolod sareklamo xasiaTi. sawarmom<br />
Tavisi ZiriTadi miznis gansazRvras safuZvlad unda<br />
daudos konkretuli moTxovnebi;<br />
4) Tavisi SinaarsiT misiam unda ubiZgos sawarmoSi dasaqmebul<br />
adamianebs ukeTesad muSaobisken. maT unda<br />
igrZnon, rom sasargeblo saqmianobiT arian dakavebulni<br />
da sawarmos mogeba maTi Sromis Sedegebis-<br />
Tvis miRebuli jildoa. nebismieri maRaziis misia<br />
unda iyos ama Tu im saqonliT momxmarebelTa moTxovnis<br />
konkurentebze ukeTesad dakmayofileba da<br />
ara realizaciis moculobis gazrda da mogebis mi-<br />
Reba.<br />
praqtikaSi xSirad sawarmoebs TavianT misiad miaCniaT<br />
mogebis miReba, rac arasworia. momgebianad muSaoba, ra Tqma<br />
unda, sawarmoTa erT-erTi mizania, magram is ar aris misia.<br />
Tumca, nebismier SemTxvevaSi, roca misia sworad aris Camoyalibebuli,<br />
sawarmo momgebiania. henri fordma, romelic, cxadia,<br />
Zalian kargad erkveoda mogebis mniSvnelobaSi, Tavisi<br />
kompaniis misiad xalxis iafi transportiT uzrunvelyofa<br />
gansazRvra. misiis aseTi saxiT formulirebam mas didZali<br />
mogeba moutana.<br />
sawarmoebi misiidan gamomdinare ayalibeben mis misaRwevad<br />
saWiro damxmare miznebsa da amocanebs marTvis sxvadasxva<br />
donisTvis. efeqtianad muSaobis uzrunvelsayofad<br />
aucilebelia miznebi da amocanebi iyos konkretuli, gazomvadi,<br />
Sesrulebadi da drois gansazRvrul periodze gaTvlili.<br />
76
miznebisa da amocanebis gansazRvris Semdeg sawarmos<br />
xelmZRvaneloba ayalibebs maT misaRwevad saWiro marketingul<br />
strategiebs.<br />
marketingul strategiebSi igulisxmeba principuli<br />
xasiaTis saSualo da grZelvadiani gadawyvetilebebi, romel-<br />
Ta ganxorcielebiTac saqmianoba warimarTeba dasaxuli miznebis<br />
misaRwevad.<br />
amis Semdeg mimdinareobs SWOT-analizi da portfeluri<br />
analizi.<br />
SWOT-analizis procesSi dagegmvis specialistebi er-<br />
TmaneTs udareben organizaciis Sinagan Zlier da sust mxareebs<br />
da mosalodnel SesaZleblobebs da saSiSroebebs. ase-<br />
Ti SedarebiT SesaZlebeli xdeba sawarmos saqmianobaze moqmedi<br />
faqtorebis kritikuli Sefaseba da misiis Sesrulebis<br />
optimaluri gzebis gamoZebna.<br />
sawarmos Zlieri mxareebi gansazRvravs mosalodnel<br />
SesaZleblobebs, susti mxareebi ki mosalodnel saSiSroebebs.<br />
cxadia, Tu sawarmos aqvs mcire xarjebi, uzrunvelyofilia<br />
finansuri resursebiT da aRWurvilia Tanamedrove<br />
manqana-danadgarebiT, momavalSi mas asortimentis gafarToebis,<br />
axal bazrebze gasvlis, axali teqnologiebis Seqmnis an<br />
SeZenis didi SesaZleblobebi eZleva. magram, Tu sawarmos sasaqonlo<br />
asortimenti aris viwro, xarjebis done maRali, menejmenti<br />
araefeqtiani, imijis done ki dabali didia albaToba<br />
imisa, rom momavalSi mas problemebi Seeqmneba bazarze,<br />
rac, pirvel rigSi, gamovlindeba mocemuli sawarmos mimarT<br />
momxmarebelTa damokidebulebis Secvlasa da axali konkurentebis<br />
gamoCenaSi.<br />
SWOT-analizis Semdeg iwyeba mimdinare biznes-portfelis<br />
analizi.<br />
biznes-portfelSi igulismeba sawarmos profilis ganmsazRvreli<br />
saqmianobisa da saqonlis saxeebi. kargia iseTi<br />
biznes-portfeli, romelsac sawarmos Zlieri da susti mxareebi<br />
SesabamisobaSi mohyavs bazris SesaZleblobebTan. kargi<br />
biznes-portfelis Sesadgenad aucilebelia mimdinare<br />
biznes-portfelis safuZvliani analizi. analizis procesSi<br />
afaseben sawarmos saqmianobis yvela saxes, yvela saqonels.<br />
amiT gamovlindeba ufro rentabeluri da wamgebiani biznesis<br />
saxeebi da saqoneli. analizis Sedegebis mixedviT iReben<br />
77
gadawyvetilebas sawarmos ganviTarebis perspeqtivebze, e. i.<br />
gadawyveen Tu biznesis romel sferoSi daabandon resursebi,<br />
romeli Sekvecon an saerTod uari Tqvan masze.<br />
dReisTvis gegmiuri biznes-portfelis Sedgenis yvelaze<br />
aRiarebuli meTodia bostonis sakonsultacio jgufis<br />
mier damuSavebuli bazris zrdisa da bazris wilis matrica.<br />
am matricaSi bazris zrda gamoisaxeba koeficientebSi, romlebic<br />
asaxaven bazris mimzidvelobas. rac Seexeba bazris<br />
wils, is gansazRvravs sawarmos siZlieres mocemul konkretul<br />
bazarze. bazris zrdisa da bazris wilis matricis gamoyenebiT<br />
SesaZlebelia oTxi saxis strategiuli biznes-erTeulis<br />
gamoyofa. biznes-erTeulSi igulisxmeba sawarmos danayofi,<br />
romelsac aqvs sakuTari misia da miznebi da romlis<br />
saqmianobac SeiZleba sxva danayofebisgan damoukideblad<br />
daigegmos da ganxorcieldes. biznes-erTeuli SeiZleba iyos<br />
calke sawarmo, produqtebis jgufi an calke produqti. bostonis<br />
sakonsultacio jgufis bazris zrdisa da wilis matricaSi<br />
sxvadasxva saxis biznes-erTeulebs xatovnad uwodeben<br />
varskvlavebs, mewvel Zroxebs, kiTxvis niSnebs da ZaRlebs.<br />
varskvlavebSi Sedian is biznes-erTeulebi, romlebsac<br />
aqvT zrdis maRali tempi da maRali wili bazarze. maT, xSirad,<br />
didi moculobis investicia sWirdebaT zrdis tempis<br />
dasaCqareblad. sawarmos mcdelobis miuxedavad, bolos<br />
zrda mainc Cerdeba da varskvlavebi mewveli Zroxebis kategoriaSi<br />
gadadis.<br />
mewvel Zroxebs uwodeben iseT biznes-erTeulebs, romelTac<br />
aqvT mcire zrdis tempi da didi wili bazarze. isini<br />
momxmareblebisTvis cnobili sawarmoebi an produqtebia,<br />
romelTa sabazro wilis SesanarCuneblad mcire moculobis<br />
investiciac sakmarisia. es sawarmoebi an produqtebi sakmaod<br />
did Semosavals iZlevian, ris gamoc maT mewveli Zroxebi<br />
uwodes.<br />
kiTxvis niSnebis kategoriaSi gaerTianebul biznes-er-<br />
Teulebs aqvT mcire wili swrafad mzard bazrebze. bazris<br />
wilis SesanarCuneblad maT didi moculobis investicia esa-<br />
WiroebaT.<br />
ZaRlebi mcire zrdis tempisa da mcire sabazro wilis<br />
mqone biznes-erTeulebia. ar aris gamoricxuli, rom am kategoriis<br />
biznes-erTeulidan sawarmom didi Semosavalic mii-<br />
78
Ros, magram saerTod ZaRlebis kategoriaSi gaerTianebuli<br />
biznes-erTeulebi mcireSemosavliani sawarmoebia.<br />
biznes-erTeulebis gamoyofis Semdeg sawarmoebi gadawyveten<br />
maT momaval beds, e. i. iReben gadawyvetilebas<br />
biznes-erTeulSi kapitalis dabandebis moculobis gazrdis,<br />
Sekvecis an Sewyvetis Sesaxeb. amis Sesabamisad, biznes-erTeulebi<br />
erTi kategoriidan meoreSi gadadian an saerTod<br />
swyveten arsebobas.<br />
bostonis sakonsultacio jgufis mier damuSavebulma<br />
bazris zrdis da bazris wilis matricam mniSvnelovani roli<br />
iTamaSa <strong>marketingis</strong> strategiul dagegmvaSi. magram im problemebis<br />
gamo, romlebic matriculi midgomis gamoyenebasTan<br />
aris dakavSirebuli, bevrma sawarmom uari Tqva masze. aseTi<br />
problemebis ricxvs miekuTvneba: danergvisTvis saWiro didi<br />
dro da xarjebi; strategiuli biznes-erTeulebis gansaz-<br />
Rvris siZnele; bazris wilisa da zrdis tempebis Sefasebis<br />
siZnele; aqcentis gakeTeba mimdinare biznesis klasifikaciaze<br />
da sxv. aRniSnuli problemebis gamo sawarmoebma daiwyes<br />
strategiul dagegmvaSi matriculi midgomis saxeSecvlili,<br />
praqtikaze ufro morgebuli formebis gamoyeneba.<br />
gegmiuri biznes-portfelis Sedgena da sawarmos<br />
zrdis SesaZleblobebis gansazRvra erTdroulad xdeba.<br />
zrdis alternatiuli strategiebis gansazRvris erT-erTi<br />
gzaa produqt/bazris eqspansiis matricis gamoyeneba. am matricis<br />
Sesabamisad zrda SeiZleba ganxorcieldes Semdegi<br />
oTxi strategiis gamoyenebiT: bazarze SeRweva; bazris ganvi-<br />
Tareba; produqtis ganviTareba; diversifikacia.<br />
bazarze SeRwevis strategia iTvaliswinebs bazris wilis<br />
gazrdas produqtis Seucvlelad. amis miRweva SesaZlebelia<br />
axali maRaziebis gaxsniT, sareklamo saqmianobis gaumjobesebiT<br />
da gaaqtiurebiT, momsaxurebis gaumjobesebiT da<br />
sxva RonisZiebebis gatarebiT.<br />
bazris ganviTarebis strategia gulisxmobs arsebuli<br />
produqtebiT axal bazrebze gasvlas, rac SeiZleba ganxorcieldes<br />
bazrebis geografiuli gafarToebisa da axali miznobrivi<br />
segmentebis aTvisebis gziT.<br />
produqtis ganviTarebis strategiis gamoyeneba gamoixateba<br />
arsebuli bazrisTvis srulyofili an axali produqtis<br />
SeTavazebiT.<br />
79
yvelaze rTuli da sarisko diversifikaciis strategiis<br />
gamoyenebaa. es strategia iTvaliswinebs axal bazarze Sesvlas<br />
axali produqtiT, romelic sagrZnoblad gansxvavdeba<br />
tradiciul bazrebze gatanili produqtisgan.<br />
f. kotleri sawarmos zrdis SesaZleblobebs intensiur,<br />
integraciul da diversifikaciul doneebze ganixilavs<br />
(ix. cxrili 4.1).<br />
cxrili 4.1.<br />
zrdis SesaZleblobebis ZiriTadi mimarTulebebi<br />
intensiuri integraciuli diversifikaciuli<br />
zrda<br />
zrda<br />
zrda<br />
Rrmad SeRweva regresiuli koncentruli<br />
bazarze integracia<br />
diversifikacia<br />
bazris<br />
sazRvrebis<br />
gafarToeba<br />
saqonlis<br />
srulyofa<br />
80<br />
progresuli<br />
integracia<br />
horizontaluri<br />
integracia<br />
horizontaluri<br />
diversifikacia<br />
konglomeratuli<br />
diversifikacia<br />
intensiuri zrda maSinaa SesaZlebeli da gamarTlebuli,<br />
roca arsebuli bazrebis SesaZleblobebi mTlianad ar<br />
aris amoqmedebuli. am doneze sawarmos xelmZRvaneloba<br />
cdilobs Rrmad SeaRwios bazarze, gaafarToos bazris saz-<br />
Rvrebi, srulyos saqoneli.<br />
bazarze Rrmad SeRwevaSi igulisxmeba sasaqonlo bazrebze<br />
saqonlis realizaciis zrdis SesaZleblobebis gamovlena<br />
ufro agresiuli <strong>marketingis</strong> daxmarebiT.<br />
bazris sazRvrebis gafarToeba gamoixateba sawarmos<br />
mcdelobaSi gaadidos gayidvis moculoba warmoebasa da realizaciaSi<br />
arsebuli saqonlis axali bazrebze SeRwevis gziT.<br />
saqonlis srulyofaSi igulisxmeba sawarmos mcdeloba<br />
gazardos gaydvis moculoba axali saqonlis SeqmniTa da arsebul<br />
bazrebze danergviT.<br />
im SemTxvevaSi, roca saqmianobis calkeul saxes myari<br />
pozicia aqvs da SesaZlebelia damatebiTi Semosavlis miReba<br />
dargis SigniT manevrirebis gziT, mimarTaven integraciul
zrdas, romelic, Tavis mxriv, sami saxisaa: regresiuli,<br />
progresuli da horizontaluri.<br />
regresiuli integracia gamoixateba sawarmos mcdelobaSi<br />
Seisyidos mimwodeblis sawarmoebi an ufro mkacri kontroli<br />
daawesos maTze.<br />
progresuli integracia gulisxmobs sawarmos mcdelobas<br />
Seisyidos saqonelmoZraobis sferoSi moqmedi sawarmoebi<br />
an maTze daawesos mkacri kontroli.<br />
horizontaluri integraciis dros sawarmoebi Seisyidian<br />
rig konkurent sawarmoebs an aZliereben kontrols<br />
maTze.<br />
diversifikaciuli zrdis SesaZleblobebis gamoyenebas<br />
sawarmoebi mimarTaven maSin, roca dargi ar iZleva Semdgomi<br />
zrdis saSualebas an dargis gareT ufro mimzidvelad<br />
eCvenebaT saqmianobis gagrZeleba. kapitalis dabandebis axali<br />
sferoebis gamoZebnisas sawarmo, rogorc wesi, cdilobs<br />
gamoiyenos dagrovebuli gamocdileba an gamoZebnos naklovanebebis<br />
gamosworebis gzebi.<br />
diversifikaciuli zrdac SeiZleba iyos sami saxis: koncentruli,<br />
horizontaluri da konglomeratuli.<br />
koncentruli diversifikaciis dros sawarmoebi TavianT<br />
sasaqonlo nomenklaturas avseben saqonliT, romelic<br />
maT saqonels hgavs teqnikuri da marketinguli TvalsazrisiT.<br />
am saqonliT sawarmos saSualeba eZleva moizidos axali<br />
momxmareblebi.<br />
horizontaluri diversifikaciis dros sasaqonlo nomenklatura<br />
ivseba saqonliT, romelic arafriT ar hgavs arsebul<br />
saqonels, magram mosalodnelia am saqonliT sawarmos<br />
momxmareblebis daintereseba.<br />
konglomeratuli diversifikacia iTvaliswinebs iseTi<br />
saqonlis warmoebas an realizacias, romelic arc teqnologiiT<br />
da arc momxmarebelTa bazrebiT ar hgavs sawarmos saqonels.<br />
konglomeratuli diversifikacia Zalian sariskoa. advilad<br />
SesaZlebelia sawarmom sworad ver airCios saqoneli<br />
an saqmianobis axali saxe, ramac, bunebrivia, mas SeiZleba didi<br />
zarali moutanos da gaakotros kidec.<br />
81
82<br />
4.2. biznes-gegma da misi kavSiri marketingTan<br />
sawarmos ganviTarebis perspeqtivebs kompleqsurad<br />
afaseben biznes-gegmaSi, romelsac adgenen drois garkveuli<br />
periodisTvis dasaxuli miznis (an miznebis) misaRwevad. sawarmo<br />
biznes-gegmaSi ayalibebs mTel rig amocanebs, romel-<br />
Ta SesrulebiTac miiRweva dasaxuli mizani. Tu sawarmo biznes-gegmas<br />
daamuSavebs saTanado doneze, is SeZlebs investiciebis<br />
da sakredito resursebis mozidvas, rac gauadvilebs<br />
dasaxuli miznis miRwevas. biznes-gegmas amuSaveben TviTon<br />
sawarmoebi an maTi SekveTiT saTanado anazRaurebis safuZvelze<br />
konsaltinguri organizaciebi.<br />
biznes-gegmis oficialuri savaldebulo struqtura ar arsebobs,<br />
magram specialistebi praqtikosebs amasTan dakavSirebiT<br />
gansazRvrul rekomendaciebs aZleven (ix. nax. 4.2). yvelaze<br />
ufro xSirad biznes-gegmis sarekomendacio struqturaSi<br />
Sedis Semdeg qvedanayofebi: satitulo furceli; Sesavali<br />
nawili; dargSi Seqmnili mdgomareobis analizi; proeqtis<br />
arsi; <strong>marketingis</strong> gegma; sawarmoo gegma; saorganizacio<br />
gegma; riskebis Sefaseba; safinanso gegma; danarTebi. Tumca<br />
aRniSnul qvedanayofebs sxvadasxva sawarmos biznes-gegmaSi<br />
SesaZlebelia gansxvavebuli saxelwodeba hqondeT.<br />
satitulo furcelSi mocemulia sawarmos sruli dasaxeleba,<br />
misi misamarTi, proeqtis arsi da Rirebuleba, proeqtis<br />
gansaxorcieleblad saWiro saxsrebis moculoba da maTi<br />
miRebis wyaroebi.<br />
Sesaval nawilSi satitulo furcelTan SedarebiT ufro<br />
dawvrilebiT aris daxasiaTebuli sawarmos saqmianobis<br />
mimarTulebebi, produqti an momsaxureba, moTxovnis arsebuli<br />
mdgomareoba da mosalodneli cvlilebebi, proeqtis<br />
perspeqtiuloba, proeqtis gansaxorcieleblad saWiro investiciebis<br />
moculoba da maTi gamoyenebis sferoebi, proeqtis<br />
momzadebis vada.<br />
qvedanayofSi — dargSi Seqmnili mdgomareobis analizidaxasiaTebulia<br />
gayidvis dinamika, faswarmoqmnis tendenciebi,<br />
konkurentebi, momxmareblebi, produqtis axali saxeebi,<br />
cvlilebebi teqnologiaSi, ekologiuri sakiTxebi, momxmarebelTa<br />
uflebebis dacvis mdgomareoba, sabazro SesaZleblobebi.
a<br />
m<br />
geg<br />
-<br />
s<br />
e<br />
n<br />
z<br />
i<br />
b<br />
satitulo furceli<br />
Sesavali nawili<br />
dargSi Seqmnili<br />
mdgomareobis analizi<br />
proeqtis arsi<br />
<strong>marketingis</strong> gegma<br />
sawarmoo gegma<br />
saorganizacio gegma<br />
riskebis gegma<br />
safinanso gegma<br />
danarTebi<br />
nax. 4.2. biznes-gegmis sarekomendacio struqtura<br />
proeqtis ZiriTadi idea mocemulia qvedanayofSi- proeqtis<br />
arsi. konkretulad am nawilSi gadmocemulia sawarmos<br />
ZiriTadi miznebi da maTi miRwevisTvis saWiro pirobebi,<br />
produqtis daxasiaTeba teqnikuri TvalsazrisiT, proeqtis<br />
sarealizaciod mzadyofnis mdgomareoba, sawarmos adgilmdebareoba,<br />
proeqtis saerTo Rirebuleba.<br />
sawarmoo gegmaSi mocemuli unda iyos sawarmoo sim-<br />
Zlavreebze saerTo moTxovnileba da struqtura, maTi modernizaciis<br />
aucilebloba, axali simZlavreebis amoqmedebis<br />
vadebi, kapitaldabandebaTa moculoba, teqnologiuri procesi,<br />
konkretuli partniorebi da maTTan TanamSromlobis<br />
83
pirobebi; mowyobilobebi da maTi SesaZlo mimwodeblebi, Se-<br />
Zenis xarjebi, sawarmoo farTobi da misi gazrdis SesaZleblobebi,<br />
nedleulze moTxovnileba da misi SesaZlo mimwodeblebi,<br />
maTTan kontraqtis arseboba, mimwodeblebis saboloo<br />
SerCevis dasabuTeba, produqtis TviTRirebuleba.<br />
saorganizacio ganyofilebaSi unda daxasiaTdes sawarmos<br />
organizaciul-samarTlebrivi forma (SezRuduli pasuxismgeblobis<br />
sazogadoeba, saaqcio sazogadoeba), sakuTrebis<br />
forma (sawarmo sazRvargareTuli kapitalis monawileobiT),<br />
marTvis organizaciuli struqtura, menejerebis biografia,<br />
gamocdileba, movaleobebi, sakadro politika, Sromis<br />
anazRaurebis mdgomareoba da a. S.<br />
riskebis Sefasebis qvedanayofSi Camoyalibdeba is SesaZlo<br />
problemebi, romelTac SeiZleba Seejaxos sawarmo mocemuli<br />
konkretuli proeqtis realizaciis procesSi, agreTve,<br />
sawarmos susti mxareebi, romelTa gamoc SeiZleba aRmoCndes<br />
is problemebis winaSe. problemebis mizezi konkurentebTan<br />
urTierTobaSi SeiZleba iyos samarTlebrivi normebis cvlileba,<br />
fors-maJoruli movlenebi, politikuri eqscesebi da a.<br />
S. biznes-gegmis am nawilSi unda ganisazRvros araxelsayreli<br />
faqtorebis arsebobis SemTxvevisTvis gasatarebeli RonisZiebebi,<br />
axali teqnologiebis danergvis perspeqtivebi, arsebuli<br />
strategiebis alternatiuli strategiebi.<br />
safinanso qvedanayofi Semosavlebisa da gasavlebis<br />
krebsiTi balansia, romlis safuZvlzec ganisazRvreba sawarmos<br />
momgebianoba. biznes-gegmis am nawilSi unda ganisaz-<br />
Rvros, agreTve, sawarmosTvis saWiro investiciebis moculoba,<br />
dafinansebis wyaroebi da valuta, saxsrebis mozidvis<br />
pirobebi.<br />
biznes-gegmis erT-erTi mniSvnelovani qvedanayofia<br />
<strong>marketingis</strong> gegma, romelSic bazris kompleqsuri gamokvlevis,<br />
faswarmoqmnis, saqonelmoZraobis, gasaRebis stimulirebisa<br />
da reklamirebis sferoebSi Casatarebuli samuSaoebia<br />
daxasiaTebuli. mniSvnelovani adgili aqvs daTmobili sazogadoebasTan<br />
urTierTobis mimarTulebiT gasatarebel<br />
RonisZiebebsac. nebismier SemTxvevaSi marketinguli politika<br />
saTanadod unda dasabuTdes. kargi iqneba Tu sawarmos<br />
politikis dasabuTebas konkurenti firmebis saqmianobis SedegebTan<br />
Sedarebis Sedegebi daedeba safuZvlad. magaliTad,<br />
fasis SemTxvevaSi, biznes-gegmaSi naCvenebi unda iyos Tu<br />
84
produqtis romelma parametrebma ganapiroba SedarebiT ma-<br />
Rali an dabali fasis daweseba.<br />
<strong>marketingis</strong> wamyvani sazRvargareTeli specialistebis<br />
SexedulebiT <strong>marketingis</strong> gegmas unda hqondes Semdegi saxe:<br />
<strong>marketingis</strong> gegma 1<br />
cxrili 4.2.<br />
ganyofileba daxasiaTeba<br />
reziume gegmis Sinaarsis mokle mimoxilva<br />
mis arsSi xelmZRvanelobis swrafad<br />
bazris mimdinare<br />
mdgomareoba<br />
garkvevisTvis<br />
monacemebi bazarze, saqonelze,<br />
konkurentebze da ganawilebis<br />
arxebze (marketingauditis<br />
monacemebis mixedviT)<br />
Swot-analizi konkurentebis Zlieri da susti<br />
mxareebis, agreTve, im ZiriTadi<br />
SesaZleblobebisa da saSiSroebebis<br />
daxasiaTeba, romlebTanac kompanias<br />
eqneba Sexeba<br />
amocanebi da problemebi firmis amocanebi gayidvis, bazris<br />
wilis da mogebis gazrdis<br />
sferoebSi, agreTve, problemebze,<br />
romelTac SeuZliaT gavlena<br />
moaxdinon maTi gegmebis Sesrulebaze<br />
<strong>marketingis</strong> strategia saerTo marketinguli midgoma,<br />
romlis safuZvelzec varaudoben<br />
dasaxuli amocanebis Sesrulebas<br />
moqmedebaTa programa monacemebi imis Sesaxeb Tu rogori<br />
nabijebi unda gadaidgas, vis mier,<br />
rodis da rogori iqneba maTi<br />
Rirebuleba<br />
biujeti Semosavlebis da gasavlebis<br />
orientirebuli analizi, romlis<br />
safuZvelzec ganisazRvreba<br />
finansuri maCveneblebi<br />
kontroli gegmebis Sesrulebis<br />
gamakontrolebeli RonisZiebebi<br />
1<br />
wyaro: wignidan: Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж. Основы<br />
маркетинга. Dasax. Wigni. Gv. 118.<br />
85
<strong>marketingis</strong> gegma unda daiwyos sakvanZo sakiTxebis<br />
mokle mimoxilviT, rac reziumes saxiT Camoyalibdeba. gegmis<br />
am nawilis daniSnulebaa umaRlesi donis menejerebis<br />
operatiulad garkveva ZiriTad marketingul miznebsa da rekomendaciebSi.<br />
ganyofilebaSi- bazris mimdinare mdgomareoba- unda<br />
daxasiaTdes miznobrivi bazari da sawarmos pozicia am bazarze.<br />
konkretulad, gegmis am nawilSi mocemulia informacia<br />
bazarze, saqonelze, konkurentebze, saqonelmoZraobis<br />
arxebze. es informacia miiReba sawarmos Siga da gare garemos,<br />
misi miznebisa da strategiebis, misi funqcionirebis meqanizmis<br />
Seswavlis gziT. biznes-gegmis Semdgenlebma bazaris<br />
tevadoba unda daaxasiaTon rogorc mTlianad, ise Ziri-<br />
Tadi segmentebis mixedviT. amasTan erTad maT unda ganixilon<br />
momxmarebelTa moTxovnilebebi da is ZiriTadi faqtorebi,<br />
romlebmac sagegmo periodSi SesaZlebelia imoqmedon<br />
maTze da amis Sesabamisad yidvis procesze. saqoneli unda<br />
daaxasiaTon asortimentul WrilSi gayidvis donis, fasebisa<br />
da momgebianobis mixedviT. am ganyofilebaSi mocemuli unda<br />
iyos konkurentebis CamonaTvali, maT mier saqonlis xarisxis<br />
uzrunvelyofis, faswarmoqmnis, saqonelmoZraobisa da pozicionirebis<br />
procesSi gamoyenebuli strategiebi. saqonelmoZraobis<br />
arxebis daxasiaTebisas yuradReba unda gaamaxvilon<br />
ZiriTad tendenciebsa da ukanasknel periodSi momxdar<br />
mniSvnelovan cvlilebebze.<br />
ganyofileba — Swot — analizi — emyareba bazris mimdinare<br />
mdgomareobis Seswavlis Sedegebs. maTze dayrdnobiT<br />
mokled axasiaTeben sawarmos Zlier da sust mxareebs konkurentebTan<br />
SedarebiT da gansazRvraven warmatebis misaRwevad<br />
saWiro ZiriTad Zalebs. am ganyofilebaSive ganixilaven<br />
da afaseben im ZiriTad safrTxeebsa da SesaZleblobebs, romelTa<br />
winaSec sawarmo SesaZlebelia aRmoCndes sagegmo periodSi.<br />
gegmis Semdegi ganyofileba- amocanebi da problemebi-<br />
muSavdeba sawarmos Zlieri da susti mxareebis, mosalodneli<br />
safrTxeebisa da SesaZleblobebis gansazRvris safuZvelze.<br />
rogorc wesi, jer adgenen mizans, Semdeg mis misaRwevad<br />
saWiro amocanebs da im problemebs, romelTac SeuZliaT<br />
miznis realobad gadaqcevis procesis Seferxeba.<br />
86
ganyofilebaSi-marketinguli strategia—mocemuli<br />
iyos miznis misaRwevad saWiro marketinguli RonisZiebebis<br />
CamonaTvali. am ganyofilebaSi naCvenebi unda iyos, Tu rogor<br />
gamoiyenebs sawarmo Tavis upiratesobebs miznobriv bazarze<br />
saqonlis gayidvis uzrunvelsayofad. aucilebelia<br />
bazris miznobrivi segmentebis dawvrilebiTi aRwera da yoveli<br />
miznobrivi segmentisTvis marketinguli strategiis<br />
damuSaveba.<br />
ganyofilebaSi — moqmedebaTa programa- marketinguli<br />
strategia iRebs konkretuli samoqmedo gegmis saxes. marketinguli<br />
gegmis am nawilma pasuxi unda gasces Semdeg kiTxvebs:<br />
ra unda gakeTdes? rodis unda gakeTdes? vin unda gaakeTos?<br />
ra daujdeba amis gakeTeba sawarmos?<br />
biujetis saSemosavlo nawilSi mocemulia gayidvis moculobis<br />
prognozuli maCvenebeli da saSualo fasebi saqonelze,<br />
sagasavlo nawilSi ki danaxarjebi produqtis warmoebaze,<br />
ganawilebasa da marketingze. sxvaoba aris mogebis<br />
prognozuli maCvenebeli. biujeti unda daamtkicos umaRlesma<br />
xelmZRvanelobam. damtkicebuli biujetis safuZvelze<br />
sawarmom unda Seadginos nedleulisa da masalebis Sesyidvis,<br />
marketinguli RonisZiebebis Catarebis gegmebi, unda<br />
gansazRvros saStato erTeulebi.<br />
gegmis Sesrulebis uzrunvelyofaSi didi roli kontrolis<br />
ganyofilebas akisria. sawarmom unda gaakontrolos<br />
dasaxuli mizani (an miznebi) da misgan gamomdinare amocanebi<br />
da biujetis aTvisebis mdgomareoba yovelTviurad an yovelkvartalurad.<br />
es SesaZleblobas miscems xelmZRvanelobas<br />
mudmivad flobdes informacias sawarmoSi Seqmnil mdgomareobaze,<br />
rac problemebs droulad aacilebs Tavidan.<br />
biznes-gegma aucilebelad unda iyos qvedanayofebis<br />
organuli erTianoba da ara maTi meqanikuri nakrebi. mxolod<br />
aseTi midgomiT gaxdeba SesaZlebeli dasaxuli miznis (an<br />
miznebis) droulad miRweva.<br />
4.3. <strong>marketingis</strong> kontroli da misi saxeebi<br />
<strong>marketingis</strong> kontrolis aucileblobas ganapirobebs<br />
is moulodnelobebi, romelTac SeiZleba Seejaxos sawarmo<br />
marketinguli gegmis Sesrulebis procesSi.<br />
87
<strong>marketingis</strong> kontrolSi igulisxmeba <strong>marketingis</strong><br />
strategiisa da gegmis Sesrulebis mdgomareobis perioduli<br />
Sefaseba da koreqtirebis RonisZiebebis ganxorcieleba sa-<br />
Wiroebis SemTxvevaSi.<br />
<strong>marketingis</strong> kontrolis aucileblobas ganapirobebs<br />
rigi mizezebi. jer erTi, cvalebadi sabazro situaciebisa da<br />
katastrofebis gamo, SeuZlebelia Seiqmnas iseTi marketinguli<br />
gegma, romelSic yvela mosalodneli cvlileba iqneba<br />
gaTvaliswinebuli. amis gamo, cxadia, saWiro xdeba gegmebis<br />
periodulad gadamowmeba da dazusteba. meore, mxolod daSvebuli<br />
Secdomis droulad gamovlenis SemTxvevaSia SesaZlebeli<br />
araxelsayreli Sedegebis Tavidan acileba, rac, Tavis<br />
mxriv, miiRweva strategiisa da gegmebis Sesrulebis Sedegebis<br />
Semowmebis gziT.<br />
kontrolis mizani saerTod, da maT Soris <strong>marketingis</strong><br />
kontrolis mizanic, ar unda iqnes dayvanili strategiebidan<br />
da gegmebidan gadaxris dafiqsirebaze. <strong>marketingis</strong> kontrolis<br />
mizania krizisuli situaciebis Tavidan acileba da dasaxuli<br />
miznis (an miznebis) miRweva.<br />
<strong>marketingis</strong> kontroli xorcieldeba ramdenime etapad.<br />
Tavdapirvelad ganisazRvreba marketinguli kontrolis mizani,<br />
e. i. adgenen, Tu ris miRweva surT kontrolis gziT. Semdeg<br />
raodenobrivad afaseben winaswar dadgenili da faqtobrivi<br />
maCveneblebis Sedarebis gziT strategiebisa da gegmebis<br />
Sesrulebis mdgomareobas. momdevno etapze arkveven, Tu<br />
ra aris Seqmnili mdgomareobis mizezi. bolos iReben gadawyvetilebas<br />
strategebisa da gegmebis koreqtirebis Sesaxeb,<br />
Tu es saWiro iqneba.<br />
kontrolis sistemis efeqtianobisa da dasaxuli miznebis<br />
miRwevis uzrunvelsayofad saWiroa, rom is akmayofilebdes<br />
Semdeg ZiriTad moTxovnebs: hqondes strategiuli mimarTuleba,<br />
Catardes droulad, iyos martivi da ekonomiuri.<br />
<strong>marketingis</strong> kontrolis strategiuli mimarTuleba<br />
gulisxmobs ara yvela, aramed mxolod strategiuli mniSvnelobis<br />
mqone, maCveneblebis Semowmebas. cxadia, Tu sawarmos<br />
saqmianobis yvela maCvenebeli da mis winaSe mdgomi yvela<br />
amocana Semowmdeba, Tanac xSirad, kontroli xels ki ar Seuwyobs<br />
sawarmos muSaobaSi, piriqiT, Seaferxebs mis saqmianobas.<br />
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daSvebuli Secdomebis droulad gamovlena da swrafi<br />
reagireba maTze krizixuli situaciebis Tavidan acilebis<br />
aucilebeli pirobaa.<br />
kontrolis sistemis simartive uadvilebs kontroliT<br />
dakavebul adamianebs mis arsSi safuZvlianad garkvevas, Sesabamisad<br />
advildeba Semowmeba da gamovlenili gadaxrebis<br />
aRmofxvrisTvis RonisZiebebis SemuSaveba.<br />
<strong>marketingis</strong> kontrolis sistemis ekonomiurioba ganisazRvreba<br />
kontrolze gaweuli danaxarjebis SedarebiT saqonlis<br />
gayidvis moculobisa da miRebuli mogebis sidideeb-<br />
Tan. cxadia, danaxarjebis zrdis maCveneblebi unda CamorCebodes<br />
realizaciis moculobisa da mogebis zrdis maCveneblebs.<br />
praqtikaSi <strong>marketingis</strong> kontrols aqvs operatiuli da<br />
strategiuli xasiaTi.<br />
operatiuli kontroli moicavs wliuri gegmebis Sesrulebis<br />
kontrols da momgebianobis kontrols. wliuri<br />
gegmebis Sesrulebis kontrolis dros mimdinare saqmianobis<br />
Sedegebs udareben wliuri gegmebis maCveneblebs da saWiroebis<br />
SemTxvevaSi axdenen gegmebis koreqtirebas. momgebianobis<br />
kontroli xorcieldeba mTlianad sawarmos, agreTve,<br />
calkeuli saqonlis, regionis, bazris, gasaRebis arxis mixedviT.<br />
strategiuli kontroli iTvaliswinebs ZiriTadi marketinguli<br />
strategiebis Sedarebas maTi Sesrulebis SesaZleblobebTan.<br />
strategiuli kontroli xorcieldeba marketing-auditis<br />
gziT, romelic iTvaliswinebs <strong>marketingis</strong> yvela<br />
ZiriTadi sferos da ara mxolod problemuris Semowmebas.wliuri<br />
gegmebis Sesrulebis kontroli ganxiluli unda<br />
iqnes rogorc procesi (ix. nax. 4.3.), romelic Sedgeba erTmaneTTan<br />
logikurad<br />
dakavSirebuli oTxi etapisgan: gasakontrolebeli maCveneblebis<br />
gansazRvra, mimdinare saqmianobis Sedegebis gazomva,<br />
mimdinare saqmianobis Sedegebis analizi, gegmebis koreqtireba<br />
saWiroebis SemTxvevaSi.<br />
wliuri gegmebis Sesrulebis kontrolis mizania umaRlesi<br />
da saSualo donis xelmZRvanelobis darwmuneba dasaxuli<br />
gegmebis miRwevis SesaZleblobaSi. am dros ikvleven saqonlis<br />
realizaciis SesaZleblobebs, bazris wils, marketingze<br />
danaxarjebsa da gasaRebis moculobas Soris Tana-<br />
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fardobas, momxmareblebTan urTierTobis mdgomareobas. gamokvlevis<br />
Sedegebis mixedviT xorcieldeba gegmebis koreqtireba.<br />
bazris SesaZleblobebis analizis dros adgenen faqtiuri<br />
realizaciis maCveneblebs da aanalizeben maT dagegmil-<br />
Tan mimarTebaSi. imavdroulad analizi tardeba calkeuli<br />
saqonlis, regionis, gasaRebis arxebis mixedviT. mxolod realizaciis<br />
amsaxveli maCveneblebiT ar SeiZleba sawarmos<br />
saqminobis srulyofilad daxasiaTeba konkurentebTan SedarebiT,<br />
radgan realizaciis moculoba SeiZleba gaizardos<br />
saerTo- ekonomiuri pirobebis gaumjobesebiTac. saWiroa<br />
bazris wilis sistematurad Semowmeba.<br />
bazris wilis zrda maCvenebelia imisa, rom misi mdgomareoba<br />
bazarze konkurentebTan SedarebiT myaria, Semcireba<br />
ki sapirispiro mdgomareobaze miuTiTebs da moiTxovs sawarmos<br />
mier saswrafo RonisZiebebis gatarebas.<br />
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gasakontrolebeli<br />
maCveneblis dadgena<br />
mimdinare saqmianobis<br />
Sedegebis gazomva<br />
mimdinare saqmianobis<br />
Sedegebis analizi<br />
gegmebisa da dasaxurli<br />
RonisZiebebis koreqtireba<br />
nax. 4.3. wliuri gegmebis Sesrulebis<br />
kontrolis procesi
wliuri gegmebis kontrolis procesSi aucileblad unda<br />
Seudardes erTmaneTs marketingze danaxarjebi da saqonlis<br />
gasaRebis moculobis maCvenebelebi. ar unda iqnes daSvebuli<br />
gasaRebis dasaxuli moculobis misaRwevad Zalian<br />
didi marketinguli xarjebis gaweva. aman SeiZleba sawarmo<br />
gakotrebamdec miiyvanos.<br />
wliuri gegmebis Sesrulebis kontrolis dros metad<br />
mniSvnelovania momxmareblebTan urTierTobis mdgomareobis<br />
Semowmeba, radgan kmayofili momxmarebeli sawarmos<br />
efeqtianad muSaobis aucilebeli pirobaa. momxmareblebTan<br />
urTierTobas swavloben maTi saCivrebisa da winadadebebis<br />
ganxilviT, anketuri da paneluri gamokiTxvis CatarebiT.<br />
momgebianobis kontroli xorcieldeba wliuri gegmebis<br />
kontrolTan erTad. xSirad, sawarmos saqmianobis specifikidan<br />
gamomdinare, momdgbianobis kontroli mimdinareobs<br />
calkeuli saqonlis, regionis, bazris segmentis, saqonelmoZraobis<br />
arxis mixedviT. aseTi midgomiT sawarmos sa-<br />
Sualeba eZleva ama Tu im regionSi, segmentze, saqonelze, saqonelmoZraobis<br />
arxSi gazardos, Sekvecos an igive doneze<br />
datovos saqonlis gasaRebis moculoba.<br />
momgebianobis kontrolis dros, pirvel rigSi, adgenen<br />
xarjebs saqmianobis saxeebis mixedviT, Semdeg gansazRvraven<br />
sarjebis mTlian sidides, bolos ki Semosavlebis da xarjebis<br />
Sedarebis gziT rogorc mTlianad sawarmos, ise saqmianobis<br />
calkeuli sferos mixedviT angariSoben mogebas.<br />
sawarmos marketinguli garemos, misi miznebisa da amocanebis,<br />
strategiebisa da mimdinare saqmianobis yovlismomcvel,<br />
sistematur da miukerZoebel Semowmebas, moulodneli<br />
problemebis da SesaZleblobebis droulad gamosavlenad da<br />
rekomendaciebis SesamuSaveblad maTi Tavidan acilebis an<br />
gamoyenebs mizniT, uwodeben marketing-audits.<br />
marketing-auditi an <strong>marketingis</strong> revizia xorcieldeba<br />
an sawarmos sakuTari sarevizio samsaxuris an specializebuli<br />
organizaciebis mier saTanado anazRaurebis safuZvelze.<br />
marketing-auditis orive gza axasiaTebs rogorc dadebiTi,<br />
ise uaryofiTi mxareebi. sawarmos sarevizio samsaxuris mier<br />
Catarebuli revizia iafi ujdeba, magram muSakTa mcire ricxovnebis<br />
gamo ar xerxdeba kompleqsuri reviziis Catareba.<br />
amasTan, garemos SeCveul revizorebs uWirT miukerZoebeli<br />
Sefaseba, radgan maTTvis Znelia SeCveul garemoSi naklova-<br />
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nebaTa danaxva. specializebuli samsaxuris mier Catarebuli<br />
revizia sawarmos Zviri ujdeba, samagierod, `ucxo Tvali~<br />
ukeTesad xedavs naklovan mxareebs, rac saqmianobis ukeTesad<br />
warmarTvis SesaZleblobebs mkveTrad afarToebs.<br />
<strong>marketingis</strong> revizia, f. kotleris azriT, unda Catardes<br />
Semdegi gegmiT:<br />
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4.4. <strong>marketingis</strong> sarevizio gegma<br />
nawili I. marketinguli garemos revizia<br />
makrogaremo<br />
a) demografiuli faqtorebi<br />
1) romeli ZiriTadi demografiuli movlenebi da<br />
tendenciebi warmoadgenen firmisTvis mosalodnel<br />
saSiSroebebs an SesaZleblobebs?<br />
2) ra RonisZiebebi dasaxa firmam am movlenebis da<br />
tendenciebis sapasuxod?<br />
b) ekonomikuri faqtorebi<br />
1) Semosavlebis, fasebis, saSualebebis ekonomiis<br />
da dakreditebis sferoebSi romeli ZiriTadi<br />
movlenebi zemoqmedebs firmis saqmianobaze?<br />
2) ra RonisZiebebs dasaxavs firma am movlenebisa<br />
da RonisZiebebis sapasuxod?<br />
g) bunebrivi faqtorebi<br />
1) rogoria prognozebi firmisTvis aucilebeli<br />
bunebrivi resursebisa da energiis Rirebulebasa<br />
da xelmisawvdomobasTan damokidebulebiT?<br />
2) rogori mRelvare mosazrebebi gamoiTqmis garemos<br />
daWuWyianebis Tavidan acilebis saqmeSi<br />
firmis rolze da rogor zomebs iRebs is amas-<br />
Tan dakavSirebiT?<br />
d) samecniero-teqnikuri faqtorebi<br />
1) romel ZiriTad cvlilebebs ganicdis saqonlis<br />
warmoebis teqnologia mocemul dargSi? rogori<br />
mdgomareobaa firmaSi am teqnologiebis<br />
TvalsazrisiT?<br />
2) romeli ZiriTadi msgavsi saqoneli SeuZlia Secvalos<br />
am saqonelma?<br />
e) politikuri faqtorebi
1) SemoTavazebuli kanonebidan romlebs SeuZliaT<br />
gavlenis moxdena firmis marketingul strategiaze<br />
da taqtikur qmedebebze?<br />
2) saerTo saxelmwifoebrivi masStabiT, Statis<br />
doneze an adgilobriv doneze romel saqmanobas<br />
unda vadevnoT Tvalyuri guldasmiT? garemos<br />
daWuWyianebasTan brZolis, samuSaoze daqiravebisas<br />
Tanasworobis uzrunvelyofis, saqonelis<br />
usafrTxoebis uzrunvelyofis, reklamis, fasebis<br />
kontrolis da a.S. sferoebSi mimdinare movlenebidan<br />
ram SeiZleba imoqmedos firmis marketingul<br />
strategiaze?<br />
v) kulturuli faqtorebi<br />
1) rogoria sazogadoebis damokidebuleba mewarmeobisa<br />
da firmis mier gamoSvebuli saqonlisadmi?<br />
2) momxmarebelTa cxovrebis wesSi da warmodgenebSi,<br />
agreTve mewarmeobis sferoSi romeli<br />
cvlilebebi exeba firmis saqmianobas?<br />
mikrogaremo<br />
a) bazrebi<br />
1) ra xdeba bazrebis sididesTan, maT zrdasTan, geografiul<br />
ganawilebasTan da SemosavlianobasTan<br />
dakavSirebiT?<br />
2) ras warmoadgens bazris ZiriTadi segmentebi?<br />
b) klientura<br />
1) rogoria arsebuli da potenciuri SemkveTebis Sexedulebebi<br />
firmis da misi konkurentebis reputaciaze,<br />
SeTavazebul saqonelze da momsaxurebaze,<br />
savaWro aparatze da fasebze?<br />
2) rogor iReben yidvaze gadawyvetilebas sxvadasxva<br />
segmentis SemkveTebi?<br />
g) konkurentebi<br />
1) vin arian ZiriTadi konkurentebi? rogoria maTi<br />
amocanebi da strategiebi, Zlieri da susti mxareebi,<br />
maTi bazris wilis maCveneblebi?<br />
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2) rogori tendenciebi imoqmedebs momavalSi konkurenciaze<br />
da saqonlis Semcvlelebis gavrcelebaze?<br />
Dd) saqonlis gavrcelebis sistema da dilerebi<br />
1) ras warmoadgens ZiriTadi savaWro arxebi, romel-<br />
Ta meSveobiTac saqoneli dayavT momxmareblamde?<br />
2) rogoria sxvadasxva savaWro arxis efeqtianobis<br />
done da zrdis potenciali?<br />
e) mimwodeblebi<br />
1) rogoria warmoebis saWiroebisTvis ZiriTadi resursebis<br />
uwyveti momaragebis perspeqtivebi?<br />
2) rogori tendenciebia mimwodeblebs Soris gayidvis<br />
organizaciis sqemebTan mimarTebaSi?<br />
v) damxmare da marketinguli organizaciebi<br />
1) rogoria prognozebi satransporto momsaxurebis<br />
xelmisawvdomobisa da fasebisgan damokidebulebiT?<br />
2) rogoria prognozebi sasawyobo momsarurebis<br />
xelmisawvdomobisa da fasebisgan damokidebulebiT?<br />
3) rogoria prognozebi dafinansebis xelmisawvdomobisa<br />
da fasebisgan damokidebulebiT?<br />
4) ramdenad efeqtianad muSaobs sareklamo saagento?<br />
z) sakontaqto auditoriebi<br />
1) romeli sakontaqto auditoria uqmnis firmas ama<br />
Tu im SesaZleblobebs an problemebs?<br />
2) ra zomebs iRebs firma efeqtiani muSaobis uzrunvelsayofad<br />
yovel calke aRebul sakontaqto<br />
jgufTan?<br />
nawili II. <strong>marketingis</strong> strategiis revizia<br />
a) firmis saqminobis programa<br />
1) mkafiod aris firmis programa orientirebuli<br />
sabazro saqmianobaze? realuria is?<br />
b) <strong>marketingis</strong> amocanebi da miznebi<br />
1) gadmocemulia Tu ara firmis da misi <strong>marketingis</strong><br />
amocanebi mkafiod Camoyalibebuli miznebis sa-<br />
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xiT, rac daexmareba xelmZRvanelobas <strong>marketingis</strong><br />
dagegmvaSi da miRweuli Sedegebis gazomvaSi?<br />
2) Seesabameba Tu ara marketinguli amocanebi firmis<br />
realur konkurentul mdgomareobas, mis resursebs<br />
da SesaZleblobebs?<br />
g)strategia<br />
1) ras warmoadgens <strong>marketingis</strong> fuZemdebluri<br />
strategia, romelic mowodebulia uzrunvelyos<br />
dasaxuli amocanebis miRweva? dasabuTebulia Tu<br />
ara is?<br />
2) sakmarisia Tu ara (an Zalian bevria) gamoyofili<br />
saSualebebi dasaxuli marketinguli amocanebis<br />
gadasawyvetad?<br />
3) optimalurad aris Tu ara ganawilebuli marketinguli<br />
resursebi bazris segmentebis, gasaRebis<br />
teritoriebis da saqonlis mixedviT?<br />
4) optimalurad aris Tu ara marketinguli resursebi<br />
ganawilebuli <strong>marketingis</strong> kompleqsis iseTi ZiriTadi<br />
Semadgenlebis mixedviT, rogoricaa saqonlis<br />
xarisxi, servisi, savaWro aparati, reklama,<br />
stimulireba, ganawilebis sistema?<br />
nawili III. <strong>marketingis</strong> samsaxurebis organizaciis revizia<br />
a) formaluri struqtura<br />
1) aqvs Tu ara <strong>marketingis</strong> samsaxuris xelmZRvanels<br />
sakmarisi Zalaufleba firmis saqmianobis saz-<br />
RvrebSi imisTvis, rom gavlena moaxdinos klientebis<br />
moTxovnilebebis dakmayofilebaze.<br />
2) optimaluria Tu ara marketinguli saqmianobis<br />
struqturuli organizacia funqciebis, saqonlis,<br />
saboloo momxmareblis da teritoriebis mixedviT<br />
danawilebis TvalsazrisiT?<br />
b) funqciuri efeqtianoba<br />
1) kargad aris Tu ara kavSiri damyarebuli da yoveldRiuri<br />
samuSao urTierTobebi <strong>marketingis</strong><br />
da gasaRebis samsaxurebs Soris?<br />
2) efeqtianad muSaobs Tu ara sistema saqonlis<br />
mmarTvelebis meSveobiT? SeuZliaT Tu ara saqon-<br />
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96<br />
lis mmarTvelebs dagegmon ara marto gayidvis moculoba,<br />
aramed mogebac?<br />
3) aris Tua ara <strong>marketingis</strong> samsaxurSi specialistebis<br />
jgufi, romelic saWiroebs damatebiT swavlebas,<br />
damatebiT motivacias, damatebiT kontrols<br />
an maTi saqmianobis damatebiT Sefasebas?<br />
4) arsebobs Tu ara marketingsa da sawarmoo, samecniero-kvleviT,<br />
Sesyidvis an safinanso sferoebs<br />
Soris urTierTobaSi iseTi problemebi, romlebic<br />
moiTxoven gansakuTrebul yuradRebas.<br />
nawili IV. <strong>marketingis</strong> sistemebis revizia<br />
a) marketinguli informaciis sistema<br />
1) uzrunvelyofs Tu ara marketinguli informaciis<br />
Sekrebis sistema zusti, sakmaod sruli da aqtualuri<br />
monacemebis miRebas bazarze mimdinare<br />
movlenebze?<br />
2) firmis xelmZRvanelebi sakmarisi zomiT iyeneben<br />
Tu ara marketinguli gamokvlevebis Sedegebs?<br />
b) marketingos dagegmvis sistema<br />
1) kargad aris mofiqrebuli da sakmaod efeqtiania<br />
Tu ara <strong>marketingis</strong> dagegmvis sistema?<br />
2) xarisxianad tardeba Tu ara gasaRebis prognozirebis<br />
da bazris potencialis gazomvis samuSaoebi?<br />
g) <strong>marketingis</strong> kontrolis sistema<br />
1) saTanado donezea Tu ara Cafiqrebuli <strong>marketingis</strong><br />
kontrolis sistema imisTvis, rom misi daxmarebiT<br />
SesaZlebeli gaxdes wliuri gegmiT gansaz-<br />
Rvruli amocanebis Sesrulebis maCveneblebis utyuarad<br />
dadgena?<br />
2) periodulad atarebs Tu ara xelmZRvaneloba saqonlis,<br />
bazrebis, gasaRebis teritoriebis dasaqonelmoZraobis<br />
arxebis analizs?<br />
3) regularulad tardeba Tu ara marketinguli xarjebis<br />
analizi?<br />
d) axali saqonlis damuSavebis sistema
1) sakmaod kargad aris Tu ara firma organizebuli<br />
axali saqonlis Sesaxeb ideebis Sekrebis,<br />
generirebis da SerCevis TvalsazrisiT?<br />
2) atarebs Tu ara firma axali saqonlis Canafiqris<br />
sakmaod srul gamokvlevas, warmoebis da<br />
gasaRebis SesaZleblobebis sakmaod srul analizs<br />
axali ideebis gansaxorcieleblad kapitaldabandebaTa<br />
gamoyofamde?<br />
3) atarebs Tu ara firma sabazro pirobebSi saqonlis<br />
sakmaod srul gamokvlevas da Semowmebas<br />
siaxlis gayidvaSi gaSvebamde?<br />
nawili V. <strong>marketingis</strong> Sedegianobis revizia<br />
a) momgebianobis analizi<br />
1) rogoria firmis sxvadasxva saqonlis, misi bazrebis,<br />
gasaRebis teritoriebis da ganawilebis arxebis<br />
momgebianoba?<br />
2) unda mokidos Tu ara xeli firmam romelime axal<br />
segments, unda gaafarTovos Tu unda Sekvecos<br />
romeliRac segmenti an datovos romelime segmenti<br />
da rogor aisaxeba es gadawyvetileba mogebaze<br />
moklevadian da grZelvadian gegmaSi?<br />
b) danaxarjebis efeqtianobis analizi<br />
1) dakavSirebulia Tu ara marketinguli saqmianobis<br />
calkeuli saxeebi gadametebul danaxarjebTan?<br />
SeiZleba Tu ara miRebuli iqnes zomebi<br />
maT Sesamcireblad?<br />
nawili VI. <strong>marketingis</strong> funqciuri Sedgenlebis revizia<br />
a) saqoneli<br />
1) rogori amocanebi dgas saqonlis konkretuli<br />
asortimentuli jgufis winaSe? dasabuTebulia<br />
Tu ara amocanebi? pasuxobs Tu ara arsebuli<br />
asortimenti maT winaSe mdgom amocanebs?<br />
2) moixsnas Tu ara saqoneli warmoebidan TandaTanobiT?<br />
3) aris Tu ara axali saqoneli, romliTac Rirs<br />
asortimentis Sevseba?<br />
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4) mogvcems Tu ara dadebiT Sedegebs romelime saqonlis<br />
xarisxis, Tvisebebis an garegani gaformebis<br />
Secvla?<br />
b) fasi<br />
1) rogoria faswarmoqmnis amocanebi, politika,<br />
strategia da meTodika? ra zomiT gamomdinareobs<br />
fasebi TviTRirebulebis, moTxovnis parametrebidan<br />
da konkurentuli situaciebis Taviseburebebidan?<br />
2) Seesabameba Tu ara klientebis azriT, firmis fasebi<br />
misi miwodebis Rirebulebas?<br />
3) efeqtianad iyenebs Tu ara firma safaso stimulirebas?<br />
g)saqonelmoZraoba<br />
1) ras warmoadgens saqonelmoZraobis amocanebi da<br />
strategia?<br />
2) sakmarisad aris Tu ara bazari dakavebuli da sakmarisi<br />
aris Tu ara SeTavazebuli servisi?<br />
3) Rirs Tu ara dafiqrdes firma distributorebis,<br />
savaWro agentebis da personaluri gayidvis meTodebis<br />
gamoyenebis masStabebis Secvlaze romelimes<br />
sasargeblod?<br />
d) reklama, gasaRebis stimulireba, sazogadoebasTan ur-<br />
TierToba<br />
1) rogoria firmis reklamis amocanebi? dasabuTebulia<br />
Tu ara isini?<br />
2) optimaluria Tu ara reklamis xarjebi? rogor<br />
muSavdeba reklamis biujeti?<br />
3) efeqtiania Tu ara sareklamo gancxadebebis Tematika<br />
da teqsti?<br />
4) sakmaod mofiqrebulad irCeven Tu ara sareklamo<br />
saSualebebs?<br />
5) efeqtianad sargeblobs Tu ara firma gasaRebis<br />
stimulirebis RonisZiebebiT?<br />
6) aqvs Tu ara firmas sazogadoebrivi azris formirebis<br />
kargad mofiqrebuli programa?<br />
e) gasaRebis samsaxuri<br />
1) rogori amocanebi dgas firmis gasaRebis samsaxuris<br />
winaSe?
2) sakmarisia Tu ara am samsaxurSi dasaqmebulTa<br />
raodenoba firmis winaSe mdgomi amocanebis gadasawyvetad?<br />
3) sworia Tu ara firmaSi gasaRebis samsaxuris<br />
specializacia (gasaRebis teritoriebis, bazrebis,<br />
saqonlis mixedviT)?<br />
4) flobs Tu ara gasaRebis samsaxuri maRal moralur<br />
suliskveTebas, unars da gulmodginebas?<br />
5) saTanadod aris Tu ara mofiqrebuli normebis<br />
dadgenis da miRweuli Sedegebis Sefasebis me-<br />
Todika?<br />
6) rogor unda Sefasdes firmis gasaRebis samsaxuri<br />
konkurentebis Sesabamis samsaxurebTan SedarebiT?<br />
99
100<br />
Tavi 5. marketinguli garemo<br />
5.1 marketinguli garemo da misi mniSvneloba<br />
marketinguli procesis umniSvnelovanesi aspeqtia —<br />
sabazro samyaro, romelSic firmas uwevs Tavisi saqmianobis<br />
ganxorcieleba. es gare Zalebis (faqtorebis) zemoqmedebis<br />
gamo gamomdinare Zalian cvalebadia. marketinguli samyaro<br />
moicavs faqtorebs, romlebic gavlenas axdenen <strong>marketingis</strong><br />
marTvis unarze, daamyaros da SeinarCunos warmatebuli<br />
urTierTobebi gare samyaro (garemos ZalebTan): esenia:<br />
momxmareblebi (myidvelebi), mimwodeblebi, marketinguli Suamavlebi,<br />
konkurentebi, sakontaqto auditoria, demografiuli,<br />
ekonomikuri, bunebriv-klimaturi, mecnierul-teqnikuri,<br />
politikuri da kulturuli faqtorebi. imisaTvis, rom firmam<br />
(sawarmom) efeqtiani urTierTobebi daamyaros myidvelebTan,<br />
sawarmos sxva partniorebTan saWiroa ZiriTadi gare<br />
faqtorebis Seswavla. maT Sesaxeb informaciis mosapoveblad<br />
gamoiyeneba marketinguli dazvervisa da marketinguli kvlevis<br />
meTodebi. aseTi saxis kvlevebSi saubaria ar yvela faqtorze,<br />
romlebic gavlenas axdenen sawarmos saqmianobaze, aramed<br />
mxolod im faqtorebze romlebic uSualod dakavSirebulia<br />
marketingTan, romlebsac f. kotleri marketingul faqtorebs<br />
uwodebs. es faqtorebi iyofa or did jgufad — gare da<br />
Siga fatorebad. maTi klasifikacia SeiZleba warmodgenili<br />
iqnes Semdegi sqemiT (nax. 5.1).<br />
faqtorebis TiToeuli jgufi, rogorc es naxazidan<br />
Cans iyofa orqvejgufad, Tavis mxriv iyofian konkretul<br />
faqtorebad.<br />
gare marketinguli faqtorebis struqturaSi f. kotleri<br />
gamoyofs mikro da makro garemo faqtorebs, romlebic warmoadgenen<br />
firmis mier kontrolirebad faqtorebs da Sesabamisad<br />
midgomebi maT mimarT unda iyos erTnairi. diax es asea, magram<br />
ara savsebiT, ramdenadac Sinaarsobrivad isini sruliad<br />
gansxvavdebian, rac imas miSnavs, rom maT Sesaxeb monacemebis<br />
Segrovebisa da damuSavebisadmi midgomebi SesaZlebelia arsebiTad<br />
gansxvavdebodnen da gansxvavdebian kidec. raSi mdgomareobs<br />
es gansxvavebebi? makrogaremos faqtorebi warmoiSveba
nax. 5.1 <strong>marketingis</strong> faqtorebis klasifikacia<br />
101
unebisa da sazogadoebis wiaRSi. maT, raTqma unda gaaCniaT damokidebuleba<br />
biznesTan, magram mniSvnelovan wilad es damokidebuleba<br />
ar atarebs pirdapir xasiaTs (gamonakliss warmoadgens<br />
iseTi faqtorebi, romlebic dakavSirebulia gadasaxadeb-<br />
Tan, biznes-saqmianobis mareglamentebel kanonebTan). mikro<br />
garemos faqtorebi miuxedavad imisa, rom isinic warmoadgenen<br />
gare marketingul da arakontrolirebad faqtorebs, pirdapir<br />
ar arian dakavSirebuli biznesTan. rogorc biznesis praqtika<br />
aCvenebs mikro garemos faqtorebze nebismier firmas<br />
SeuZla moaxdinos gansazRvruli zemoqmedeba, makro garemos<br />
faqtorebze ki — ara. firmas SeuZlia makro garemos faqtorebis<br />
mxolod Secnoba da gaTvaliswineba Tavis saqmianobaSi.<br />
gamomdinare aqedan makro da mikro garemos faqtorebi<br />
— es faqtorebis sruliad gansxvavebuli jgufebia romelTa<br />
Sesaswavlad gansxvavebuli midgomebi unda iyos gamoyenebuli.<br />
maSasadame, sawarmos (firmis) marketinguli garemo<br />
iyofa mikro da makro marketingul garemod.<br />
102<br />
5.2. firmis mikro marketinguli garemo<br />
firmis Siga marketinguli faqtorebi: saqoneli. fasi,<br />
gayidvis adgili, gasaRebis stimulireba — warmoadgenen<br />
firmis kontrolirebad faqtorebs da gaaCniaT pirdapiri da<br />
uSualo damokidebuleba marketingTan. literaturaSi faqtorTa<br />
aRniSnuli jgufi iwodeba sxvadasxvagvarad. neil<br />
bordenma, harvardis universitetis profesorma, am oTx faqtors<br />
<strong>marketingis</strong> miqsi uwoda (marketing mix). misi azriT,<br />
sxvadasxva situaciebSi, romlebic warmoiSveba konkurentul<br />
garemoSi, firmis moqmedebebi (finansuri, SromiTi da<br />
sxva resursebi) mimarTuli unda iyos <strong>marketingis</strong> miqsis<br />
erT, or, an met Semadgenelze, maTi proporciuli Serwyma unda<br />
moxdes, rogorc erTiani mTelis, konkretuli situaciisagan<br />
damokidebulebiT. mogvianebiT <strong>marketingis</strong> faqtorTa<br />
am jgufs uwodes ,,4P”, (produckt — produqti, price — fasi, plece -<br />
gayidvis adgili, promoution — gasaRebis stimulireba). rogorc<br />
aRiniSna (Tavi 3.1.), agreTve mas <strong>marketingis</strong> kompleqssac<br />
uwodeben.
yvela saxelwodeba, romlebic exeba <strong>marketingis</strong> oTx<br />
Siga faqtors, kargad asaxaven cnebis TviT Sinaarss. yvela<br />
erTnairad zustad axasiaTebs saqmis arss.<br />
farTod gavrcelebul ,,4P” koncefcias zogjer umateben<br />
sxva Siga faqtorebsac, romlebic aseve inglisur enaze<br />
iwyebian aso ,,P”-Ti. (personnel — personali, process — procesi,<br />
physical environment — fizikuri garemo). aRniSnuli faqtorebi<br />
ar arian ise pirdapir dakavSirebuli marketingTan, rogorc<br />
,,4P”-is faqtorebi, amitomac isini mikuTvnebulia menejmentis<br />
Siga faqtorebs. <strong>marketingis</strong> faqtorebs isini warmoadgenen<br />
mxolod momsaxurebis gawevaze orientirebuli sawarmoebisaTvis,<br />
(magaliTad, turistuli biznesi) radganac momsaxurebebi<br />
moixmareba warmoebis procesSi, ar SeiZleba maTi<br />
Senaxva, dagroveba da a.S. gansxvavebiT saqonlisagan, romelsac<br />
gaaCnia nivTobrivi forma.<br />
<strong>marketingis</strong> mikro garemos faqtorebis struqturaSi<br />
f. kotleri aerTianebs sabazro urTierTobis Semdeg monawileebs:<br />
• momxmareblebi (myidvelebi);<br />
• mimwodeblebi;<br />
• marketinguli Suamavlebi;<br />
• konkurentebi;<br />
• sakontaqto auditoria.<br />
marketinguli saqmianobis warmatebiT ganxorcielebisaTvis<br />
saWiroa urTierTobebis Camoyalibeba firmis funqciur<br />
qvadanayofebsa da mis partniorebs Soris: momxmarebleb-<br />
Tan, mimwodeblebTan, <strong>marketingis</strong> SuamavlebTan, mravalferovan<br />
sazogadoebasTan, konkurentebTan, romlebic erTobliobaSi<br />
qmnian firmis mikro marketingul garemos.<br />
firmis funqciuri qvedanayofebis movaleobaa marketinguli<br />
programis Sedgenisas firmaSi moqmed yvela saxis<br />
samsaxurTan (safinanso, kvlevisa da ganviTarebis, Sesyidvebis,<br />
warmoebis, buRalteriis, kadrebis) umaRlesi donis xelmZRvanelobis<br />
CaTvliT TanamSromloba. menejmentis umaRlesi<br />
rgoli gansazRvravs firmis misias, mis miznebs, strategiebsa<br />
da firmis politikas. <strong>marketingis</strong> menejerebi gadawyvetilebebs<br />
iReben im strategiebisa da gegmebis farglebSi,<br />
romlebsac umaRlesi xelmZRvaneloba adgens, aseve isini<br />
mWidrod muSaoben firmis funqciur qvedanayofebTan. finan-<br />
103
sebis ganyofileba asrulebs fondebis mozidvasa da gamoyenebas<br />
marketinguli gegmis gansaxorcieleblad; kvlevisa da<br />
ganviTarebis ganyofileba usafrTxo da mimzidveli produqtebis<br />
Seqmnaze amaxvilebs yuradRebas; Sesyidvebis samsaxuri<br />
momarages da im nedleulze Tu masalebze agebs pasuxs, romelic<br />
sasurveli xarisxisa da saWiro raodenobis produqtis<br />
misaRebad aris saWiro; buRalteriam ki Semosavali da xarjebi<br />
unda aRricxos. firmis yvela funqciuri qvedanayofi, er-<br />
Toblivad, did zegavlenas axdens marketingul gegmebsa da<br />
qmedebebze. marketinguli koncefciis Tanaxmad maT, yvelam<br />
erTad harmoniulad unda imuSaon raTa uzrunvelyon momxmarebelTa<br />
moTxovnis maqsimaluri dakmayofileba.<br />
104<br />
nax. 5.2. firmis marketinguli garemo<br />
momxmareblebi (myidvelebi) firmis Siga marketingul<br />
garemoze moqmedi ZiriTadi faqtoria. momxmareblebi yvelaze<br />
mniSvnelovani subieqtia, swored isini wyveten Tu romeli<br />
saqoneli inda awarmoos sawarmom, ra raodenobiT da ra fas-<br />
Si. marketinguli kvlevebis ganxorcielebisas pirvel rigSi<br />
swored momxmareblebze unda iqnes yuradReba gamaxvilebuli.<br />
Tu SeTavazebuli saqonlisadmi momxmarebeli aRmoCndeba<br />
gulgrili, maSin mimwodeblebi, Suamavlebi da sxvebi SeiZ-
leba aRmoCndnen zedmetni marketingil RonisZiebaTa sistemaSi<br />
da sawarmosTan urTierTdamokidebulebaSi.<br />
momxmareblebs ganasxvaveben bazris tipebidan gamomdinare:<br />
• samomxmareblo bazari (individualuri pirebi da<br />
ojaxebi, romlebic produqts (momsaxurebas) piradi<br />
moxmarebisaTvis iZenen);<br />
• biznes bazrebi (saqonlis warmoebis procesSi gamoyenebis<br />
mizniT Semsyidveli organizaciebi);<br />
• SuamavalTa (gadamyidvelTa) bazari (produqtsa da<br />
momsaxurebas yidulobs Semdgomi gayidvis mizniT,<br />
mogebis misaRebad);<br />
• samTavrobo bazari (saxelmwifo organizaciebi,<br />
romlebic saqonels yiduloben komunaluri momsaxurebis<br />
sferoSi gamosayeneblad da qvelmoqmedebisaTvis);<br />
• saerTaSoriso bazari (misi subieqtebia: sxva qveyneb-<br />
Si arsebuli myidvelebi, biznesmenebi, Suamavlebi da<br />
mTavrobebi).<br />
marketingulma samsaxurma Tavisi interesebidan gamomdinare<br />
unda gamoikvlios sxvadasxva tipis momxmareblis<br />
moTxovnebi da Seusabamos maT saqmianobis Sedegebi. sawarmos<br />
saqmianoba mxolod im SemTxvevaSi iqneba momgebiani, Tu daeqvemdebara<br />
momxmarebelTa interesebs.<br />
mimwodeblebs miekuTvnebian fizikuri da iuridiuli<br />
pirebi, romlebic mocemul firmas amarageben materialuri,<br />
finansuri da adamianiseuli resursebiT, e.i. firmas saqonlis<br />
(momsaxurebis) warmoebisaTvis saWiro resursebiT uzrunvelyofen.<br />
<strong>marketingis</strong> menejerma sistematiurad Tvalyuri<br />
unda adevnos mimwodeblebis SesaZleblobebs. resursebis<br />
miwodebis simcirem, araperiodulobam, an sxva movlenebma<br />
SesaZloa gamoiwvios Seferxebebi produqtis (momsaxurebis)<br />
warmoebasa da realizaciaSi. aseve, yuradReba unda gamaxvildes<br />
warmoebis procesSi gamoyenebuli nedleulisa Tu<br />
nawarmis faswarmoqmnis tendenciebze, raTa momaragebis<br />
mzrdma xarjebma SesaZloa gamoiwvios warmoebuli produqciis<br />
fasis zrda, rac Tavis mxriv, uaryofiTad imoqmedebs<br />
firmis gayidvebze. amitom mimwodeblebTan kargi partnio-<br />
105
uli TanamSromloba utyuari garantiaa firmis warmatebuli<br />
funqcionirebisaTvis.<br />
marketingul Suamavlebs miekuTvnebian sawarmoebi da<br />
fizikuri pirebi, romlebic exmarebian mocemul firmas bazarze<br />
saqonlis win wawevasa, gasaRebasa da saboloo momxmareblebs<br />
Soris saqonlis gavrcelebaSi. maT miekuTvnebaT: vaWari-<br />
Suamavlebi, marketinguli momsaxurebis saagentoebi da finansuri<br />
Suamavlebi (safinanso-sakredito dawesebulebebi).<br />
vaWari-Suamavlebi (gadamyidvelebi) warmoadgenen saqonelmoZraobis<br />
procesis mniSvnelovan rgols, romlebic firmas<br />
myidvelebis moZiebaSi an maTTvis produqtis miyidvaSi<br />
exmarebian. maT miekuTvneba: biTumad da calobiT movaWreebi,<br />
agentebi, brokerebi, komivoiaJorebi, konsignantebi, distributorebi.<br />
maTi klasifikacia xdeba Semdegi niSniT:<br />
• visi saxeliT yidian saqonels Suamavlebi;<br />
• vis xarjze yidis saqonels Suamavali.<br />
Tu firma-Suamavali vaWrobas eweva Tavisi saxeliTa da<br />
sakuTari xarjiT da gayidul saqonelze mTlianad iRebs pasuxismgeblobas,<br />
aseT firmebs savaWro saxlebs (savaWro<br />
firmebs) uwodeben.<br />
Tu firma—Suamavali vaWrobas eweva Tavis saxeliT da<br />
saqonels yidis mesakuTris xarjze, mas uwodeben komisioners.<br />
saqonlis mesakuTre, abarebs firma komisioners saqonels<br />
gasayidad, risTvisac komisioneri iRebs sakomisio gasamrjelos.<br />
iaponiaSi sakomisio gasamrjelo saqonlis Rirebulebis<br />
0,5—1,5%-ia, aSS-Si — 1,5-dan 2,5%-mde, evropaSi garigebis<br />
Rirebulebidan saSualod 2,5-dan — 4%-mde.<br />
Tu firma-Suamavali vaWrobas eweva saqonlis mesakuTris<br />
saxeliTa da xarjebiT, maSin aseTi firma-Suamavali iwodeba<br />
agentad an dilerad. aseT SemTxvevaSi garigebis mxareebs<br />
warmoadgens principali (saqonlis mepatrone) da agenti<br />
(Suamavali). agenti, rogorc wesi, principalisaTvis asrulebs<br />
zogierT marketingul proceduras. kerZod igi Seiswavlis<br />
bazars da droulad axdens principalis informirebas<br />
(moTxovnis, fasebis da a.S) dinamikis Sesaxeb, reklamirebas<br />
ukeTebs saqonels, xels uwyobs mis gasaRebas. agentis gasamrjelo<br />
meryeobs garigebis Rirebulebis 7-dan 13%-mde.<br />
saagento vaWrobis mravali saxe arsebobs, maTgan yvelaze<br />
gavrcelebulia konsignacia. konsignacia aris saqon-<br />
106
lis wardgena agentisaTvis gansazRvruli vadiT. konsignatori<br />
iRebs saqonels sawyobSi da inaxavs mas. sasurveli fasiT<br />
realizaciis yvelaze saukeTeso momentisaTvis konsignatori<br />
sTavazobs saqonels gasayidad. sakonsignacio SeTanxmebaSi<br />
saagento gasamrjelos odenobis garda SeTanxmeba<br />
xdeba saqonlis realizaciis vadaze, sasawyobo xarjebis<br />
anazRaurebis Sesaxeb, dazRvevis da sxva.<br />
SuamavalTa gansakuTrebul saxes warmoadgens brokerebi,<br />
isini Suamavlis rols asruleben gamyidvelsa da myidvels<br />
Soris garigebis gansaxorcieleblad. sabrokero gasamrjelo<br />
meryeobs garigebis Rirebulebis 0,25-dan 3%-mde.<br />
sabrokero gasamrjelos, rogorc wesi, ixdis is, vinc pirvelma<br />
mimarTa brokers. amrigad, garigebaSi brokeri warmoadgens<br />
mxolod garigebis erTi mxaris interesebs. mis mier<br />
gasmrjelos miReba garigebis meore mxarisaganac araeTikuria.<br />
keTilsindisieri brokerebi klientis SekveTiT misTvis<br />
agroveben marketingul informacias, atareben bazris gamokvlevas,<br />
axdenen Tavisi SemkveTis saqonlis reklamirebas da a.<br />
S.<br />
saSuamavlo organizaciebs miekuTvnebian auqcionebic,<br />
sadac umetes SemTxvevaSi realizdeba warsulSi moxmarebuli<br />
saqoneli (mowyobiloba, antikvariati da a.S.), aseve sasaqonlo<br />
birJebi.<br />
konkurencia warmoadgens rTul socio-ekonomikur<br />
movlenas. igi obieqturad damaxasiaTebelia sabazro ekonomikisaTvis<br />
da mis fundamentur princips warmoadgens. sabazro<br />
ekonomikis pirobebSi sawarmoebi saqmianobas anxorcieleben<br />
konkurentul garemoSi. konkurentebia is pirebi da<br />
organizaciebi, romlebic bazarze upirispirdebian mocemul<br />
konkretul sawarmos. dapirispirebis obieqti SeiZleba iyos<br />
momxmarebelTa survilebi, saqonlis saxeebi da saxesxvaobebi,<br />
sasaqonlo markebi. firmis warmatebebi uSualod ganisaz-<br />
Rvreba misi unariT — daupirispirdes konkurentebs da moipovos<br />
upiratesoba konkurenciul brZolaSi. yovelma formam<br />
unda icodes, vin arian misi konkurentebi bazarze, rogoria<br />
maTi saqonlis asortimenti, xarisxi, fasebi, gasaRebis<br />
meTodebi. maT unda moipovon strategiuli upiratesobani<br />
momxmareblebze SeTavazebebis pozicirebaSi konkurenteb-<br />
Tan SedarebiT.<br />
107
firmebma <strong>marketingis</strong> strategia unda gansazRvron<br />
konkurentuli garemos mixedviT, romelic yalibdeba konkurenciis<br />
saxidan gamomdinare bazris tipi Sesabamisad (wminda<br />
konkurenciis bazari, monopolisturi konkurenciis bazari,<br />
oligopolisturi konkurenciis bazari, wminda monopoliis<br />
bazari). konkurentuli garemos Seswavla xorcieldeba konkurentebis<br />
saqmianobaze sistematuri dakvirvebiT, romelic<br />
exmareba firmas konkurenciuli brZolis meTodebis SerCevasa<br />
da praqtikul ganxorcielebaSi.<br />
sakontaqto auditorias f.kotleris ganmartebiT SeiZleba<br />
warmoadgendes sxva firmebis adamianTa nebismieri<br />
jgufi, romlebsac gaaCniaT realuri an potenciuri interesi<br />
mocemuli firmisadmi da (an) misi saqonlisadmi da gavlenas<br />
axdenen mis pozitiur an negatiur unarze — miaRwios dasaxul<br />
miznebs.<br />
gamoyofen sakontaqto auditoriis Semdeg tipebs:<br />
• safinanso sazogadoeba (bankebi, sainvesticio kompaniebi<br />
da auqcionerebi);<br />
• mediasazogadoeba (gazeTebi, Jurnalebi, radio da<br />
televizia);<br />
• samTavrobo sazogadeba (mTavrobis gadawyvetilebebi<br />
produqtis usafrTxoebasTan, reklamis sandoobasa<br />
da sxva sakiTxebTan dakavSirebiT);<br />
• aqtiur moqalaqeTa sazogadoeba (momxmarebelTa sazogadoebebi,<br />
garemos dacvis organizaciebi erovnul<br />
umciresobaTa jgufebi da sxva);<br />
• adgilobrivi sazogadoeba (mezoblad mcxovrebi<br />
momxmareblebi, mezobeli organizaciebi);<br />
• sazogadoebis farTo fenebi;<br />
• kompaniis Siga sazogadoeba (sxvadasxva kategoriis<br />
TanamSromlebi, menejerebi, moxaliseebi, direqtor-<br />
Ta sabWo).<br />
maSasadame, imisaTvis, rom mikro marketingulma garemom<br />
pozitiuri zegavlena moaxdinos firmis unarze moemsaxuros<br />
Tavis myidvelebs maTi moTxovnis srulad dakmayofilebsaTvis<br />
saWiroa momxmareblebTan, mimwodeblebTan, SuamavlebTan,<br />
sakontaqto auditoriasTan urTierTobebis Camoyalibeba,<br />
romlebzec aris damokidebuli firmis marketinguli<br />
saqmianobis efeqtianad warmarTva.<br />
108
5.3. firmis makro marketinguli garemo<br />
makro marketingul garemoSi moqmed faqtorebs miekuTvneba:<br />
• demografiuli;<br />
• ekonomikuri;<br />
• bunebriv-klimaturi;<br />
• mecnierul-teqnikuri;<br />
• politikuri;<br />
• kulturuli.<br />
makro garemos faqtorebis gaTvaliwinebac mikro garemos<br />
faqtorebTan erTad aucilebelia <strong>marketingis</strong> strategiaSi.<br />
firmis saqmianobaze maTi zemoqmedeba ise naTlad ar<br />
aris gamoxatuli, rogorc pirdapir moqmedi (mikro garemos)<br />
faqtorebis, magram friad mniSvnelovania, vinaidan nebismieri<br />
firma funqcionirebs gansazRvrul socio-ekonomikur<br />
pirobebSi da ganicdis samarTlebrivi normebis, teqnologiuri<br />
faqtorebis, kulturuli tradiciebis, bunebriv-klimaturi<br />
pirobebis gavlenas.<br />
demografiuli procesebi aisaxeba iseT maCveneblebSi,<br />
rogoricaa: qveynis, regionis, qalaqis da a.S. mosaxleobis<br />
ricxovnoba, am mosaxleobis struqtura sqesis, asakis, ganaTlebis<br />
donis, Semosavlebis da a.S. demografiuli maCvneblebis<br />
simravlis gamo, SeuZlebelia maTi yvelas CamoTvla.<br />
demografiuli maCvneblebi, gansakuTrebiT maTi cvlilebis<br />
tendenciebi <strong>marketingis</strong> mTavar interess warmoadgens, radgan<br />
demografiuli garemo Sedgeba adamianebisagan, romlebic<br />
Tavis mxriv momxmarebelTa fokusirebul jgufebs qmnan<br />
e.i. bazris miznobriv segmentebs. erT-erT wamyvan demografiul<br />
tendencias warmoadgens mosaxleobis asakobrivi<br />
struqturis cvlileba, romelic gamoixateba xandazmuli<br />
adamianebis xvedriTi wilis zrdasa da axalgazrdobis wilis<br />
SemcirebaSi. es tendencia gamaxasiaTebelia evropis yvela<br />
qveynisaTvis, aziis mravali qveynisa da amerikisaTvis. igi damaxasiaTebelia<br />
Cveni qveynisTvisac. demografebi gvamcnoben,<br />
rom aseTi tendencia SenarCunebuli iqneba uaxloesi 50<br />
wlis manZilze.<br />
demografiul tendenciad SeiZleba aseve dasaxelebuli<br />
iqnes mniSvnelovani cvlilebebi uSvilo ojaxebisa da<br />
109
qorwinebaSi armyofi ojaxuri wyvilebis zrdis TvalsazrisiT.<br />
demografiuli faqtorebidan firmebis saqmianobaze<br />
did gavlenas axdens Sobadoba, sikvdilianoba, ojaxebis raodenoba,<br />
mosaxleobis geografiuli gadanacvleba (migracia),<br />
ganaTlebis done, dasaqmebulTa aRricxvisa da mravalferovnebis<br />
zrda. aRniSnuli faqtorebis gamosakvlevad firmas<br />
SeuZlia isargeblos saxelmwifo statistikis, aRweris,<br />
paneluri gamokiTxvis da specialuri marketinguli kvlevebis<br />
masalebiT.<br />
ekonomikuri faqtorebi momxmareblis myidvelobiT<br />
unarsa da xarjviT tendenciebze axdenen zegavlenas. ekonomikuri<br />
faqtorebis struqturaSi, romlebic gansazRvraven<br />
biznesis ganviTarebas, SeiZleba gamoiyos Semdegi faqtorebi:<br />
• ekonomikis saerTo mdgomareoba—zrda, stagnacia an<br />
dacema;<br />
• fasebi energiaze da energo Semcvelebze;<br />
• sakredito saprocento ganakveTebi;<br />
• valutis gasacvleli kursi;<br />
• inflaciis done;<br />
• sagadasaxado politika;<br />
• ekonomikis globalizacia.<br />
cvlilebebi iseT mniSvnelovan ekonomikur cvladebSi,<br />
rogoricaa Semosavlebi, xarjebi, sakredito saprocento ganakveTebi,<br />
danazogebi mniSvnelovan gavlenas axdenen momxmareblebze<br />
da Sesabamisad bazarze. sxvadsaxva doneze momxmareblebs<br />
sxvadsaxva xarjviTi struqtura gaaCniaT. saukunis<br />
win ernst engelis mier aRmoCenili iqna kanonzomiereba,<br />
romlis Tanaxmad adamianis mier gaweuli danaxarjebi kvebaze,<br />
transportze, sacxovrebelze, janmrTelobaze da a.S. icvleba<br />
Semosavlebis zrdasTan erTad. man aRmoaCina, rom Semosavlis<br />
zrdasTan erTad kvebaze daxarjuli Semosavlis<br />
procenti mcirdeboda, sayofacxovrebo saqonelze danaxarjis<br />
procenti mudmivi rCeboda (garda iseT produqtebze<br />
rogorebicaa, gazi, eleqtroenergia da sazogadoebrivi momsaxureba).<br />
sxva kategoriebsa da danazogze procentuli maCvenebeli<br />
ki izrdeboda. engelis kanonebs mogvianebiT sxva<br />
mkvlevarebmac dauWires mxari.<br />
110
maSasadame, ekonomikuri aqtivobis vardnis an aRmavlobis<br />
SemTxvevaSi firmebma adekvaturi sifrTxile unda gamoi-<br />
Cinon da maT ekonomikur garemoSi mimdinare cvlilebebi Tavis<br />
sasikeTod umda gamoiyenon.<br />
bunebriv-klimaturi faqtori anu garemomcveli buneba<br />
makro marketinguli garemos mniSvnelovani Semadgeneli<br />
nawilia. bunebriv garemos warmoadgens bunebrivi resursebi,<br />
romelTac firma iyenebs Tavisi produqciis warmoebisaTvis<br />
an zegavlenas axdens maTze Tavisi biznes saqmianobiT.<br />
bunebrivi garemosaTvis damaxasiaTebeli tendenciebia:<br />
— resursebis SezRuduloba;<br />
— garemos mzardi dabinZureba;<br />
— mTavrobis Careva bunebrivi resursebis marTvaSi.<br />
bunebrivi garemos dacvisa da SenarCunebisaTvis brZolam<br />
warmoSva e.w. mwvaneTa moZraoba. civilizebulad moqmedi<br />
firmebi garemosaTvis xelSewyobis strategiebs anviTareben.<br />
isini reagirebas axdenen momxmarebelTa iseT moTxovnebze<br />
rogoricaa ekologiurad usafrTxo produqtebi, gameorebiT<br />
gamoyenebadi da biologiurad SesafuTi saSualebebi, gadasamuSavebeli<br />
masalebi da komponentebi, dabinZurebis uke-<br />
Tesi kontroli da energiis ufro efeqtiani dazogvis sakiTxebi.<br />
bunebis dacvis aucileblobam safuZveli Cauyara socialur-eTikuri<br />
<strong>marketingis</strong> koncefcias, romelmac xeli<br />
Seuwyo sawarmos, momxmareblis da mTeli sazogadoebis interesebis<br />
dabalansebas.<br />
faqtorebi, romlebic xels uwyoben axal teqnologiebs,<br />
produqtebsa da sabazro SesaZleblobebs ganekuTvneba<br />
teqnologiur garemos. axali teqnologiebi arsebiTad<br />
cvlis da amaRlebs adamianebis cxovrebis dones. marketologebma<br />
gansakuTrebuli yuradReba unda gaamaxvilon teqnologiuri<br />
ganviTarebis iseT tendenciebze rogoricaa:<br />
— teqnologiuri cvlilebis swrafi tempi;<br />
— samecniero-kvleviTi samuSaoebis maRali biujeti;<br />
— aramasobrivi produqtebis gaumjobeseba;<br />
— mTavrobis mxridan regulireba.<br />
axali teqnologibi saqonlis axali modelebis Seqmnis<br />
SesaZlkeblobas iZleva, romlebsac SeswevT unari adamianTa<br />
obieqturi moTxovnilebebi daakmayofilon maRal samomxma-<br />
111
eblo doneze. igi erT-erT umniSvnelovanes faqtors warmoadgens,<br />
romelic gansazRvravs firmebis ganviTarebas maT-<br />
Si axali teqnologiebis danergvis safuZvelze, rac arsebi-<br />
Tad cvlis adamianebis cxovrebas. firmebma mudmivad Tvalyuri<br />
unda adevnon samecniero-teqnikuri garemos dinamikas,<br />
raTa mxedvelobidan ar gamorCeT axali produqtis Seqmnis<br />
SesaZleblobebi. teqnologiuri cvlilebis swrafi tempi ganapirobebs<br />
axali Taobis ama Tu im nakeTobis xanmokle sasicocxlo<br />
cikls (moraluri cveTis gamo), e.i swrafad icvleba<br />
igi ufro srulyofili modeliT. f. kotlerma SeniSna, rom<br />
meqanikuri sabeWdi manqanebi dominirebdnen bazarze 25 weli,<br />
maTi momavali Taoba — eleqtromeqanikuri modelebi — 15 weli,<br />
eleqtronuli — mxolod — 7 weli, Semdeg isini Secvala<br />
mikroprocesorulma teqnikam, magaliTad printerebsac gaaCniaT<br />
Semcirebis tendencia.<br />
firmebis saqmianobaSi axali teqnologiebis gamoyeneba<br />
praqtikulad yovelTvis dakavSirebulia investiciebTan:<br />
axali teqnologiebis gamoyenebidan sargebelis miRebamde,<br />
aucilebelia mniSvnelovani danaxarjebis gaweva. f. kotleris<br />
cnobiT, evropuli farmacevtuli kompaniebi axali medikamentebis<br />
(preparatebis) damuSavebaze xarjaven 150-200<br />
mln. funt sterlings. aSS-Si General motors-ma 1993 wels samecniero-kvleviT<br />
samuSaoebze daxarja 4 mlrd dolaramde. 1<br />
magram yvela firmas ar SeuZlia aseTi danaxarjebis gaweva<br />
warmoebis ganviTarebisa da teqnologiis ganaxlebisaTvis,<br />
ris gamoc firmebis umravlesoba irCevs saqonlis umniSvnelo<br />
srulyofisa da ukve moqmedi markis asortimentis gafar-<br />
Toebis strategias.<br />
firmis marketinguli saqmianobis efeqtianoba mniSvnelovanwilad<br />
damokidebulia qveynis politikur stabilurobaze<br />
da im kanonebze, samarTlebriv aqtebsa da normativebze,<br />
romlebic aregulireben firmis urTierTobas momxmareblebTan,<br />
mimwodeblebTan, SuamavlebTan, partniorebTan<br />
da a. S. biznesis sferoSi moqmedi firmebisaTvis gansakuTrebiT<br />
mniSvnelovania maregulirebeli kanonmdeblobis codna<br />
da gamoyeneba. firmebi amasTan kargad unda erkveodnen ma-<br />
1 f. kotleri, g. armstrongi, j. sondersi, v. vongi. <strong>marketingis</strong> <strong>safuZvlebi</strong>,<br />
moskovi, 1998, gv. 195 (rus. enaze).<br />
112
kontrolebeli organoebis funqciebSi da safuZvlianad unda<br />
icnobdnen momxmarebelTa interesebis damcveli organizaciebis<br />
saqmianobasac.<br />
kultura (laTinuli warmoSobisaa culfura — damuSaveba,<br />
aRzrda, ganaTleba) farTo cnebaa. masSi igulisxmeba sazogadoebis<br />
ganviTarebis istoriulad gansazRvruli done, calkeuli<br />
adamianis qcevis manerebi, soflis meurneobis Sromis<br />
produqtebi (magaliTad, marcvlovani kulturebi), xalxis<br />
sulieri faseulobebi da mravali sxva. kulturuli faqtorebi<br />
vlindeba sazogadoebis socialur garemoSi, rac mniSvnelovanwilad<br />
gansazRvravs mosaxleobis samomxmareblo<br />
qcevas da Sesabamisad biznesis ganviTarebis formebsa da mimarTulebebs.<br />
kulturuli faqtorebia: religia, wesCveulebebi,<br />
ritualebi, moralur-eTikuri normebi da faseulobebi,<br />
ganaTleba da wignierebis done, sazogadoebis politikuri<br />
mowyoba da misi esTetikuri aura (folklori, musika, xelovneba,<br />
literatura), ena da sxv. es aris arasruli CamonaTvali<br />
kulturuli faqtorebisa, romlebic zemoqmedebas axdenen<br />
bazarze adamianebis (myidvelebis) moqmedebebze da<br />
romlebic aucilebelia mxedvelobaSi iqnes miRebuli marketinguli<br />
gadawyvetilebebis miRebisas. biznesis istoriaSi<br />
cnobilia SemTxvevebi, rodesac marketingul analizSi kulturuli<br />
komponentebis ignorirebam firmis sasaqonlo da<br />
gasaRebis politikis formirebisas gamoiwvia didi danakargebi.<br />
sainteresoa is, rom am TvalsazrisiT Secdomebs uSveben<br />
ara marto axalbedebi biznesSi, aramed soliduri organizaciebic,<br />
romlebsac gaaCniaT bazarze muSaobis mravalwliani<br />
gamocdileba. rogorc wesi, amgvari Secdomebi exeba<br />
kulturis iseT aspeqtebs, romlebic dakavSirebulia adamianebis<br />
zne-CveulebebTan da wess-CveulebebTan, miTebTan, legendebTan<br />
da romlebic damaxasiaTebelia rogorc ama Tu im<br />
qveynis calkeuli regionebisaTvis, ise calkeuli qveynebisa<br />
da xalxebisaTvis.<br />
f. kotleri kulturul faqtorebs yofs pirvel da meore<br />
xarisxovan faqtorebad. faqtorTa pirvel jgufs mikuTvnebulia<br />
is faqtorebi, romelTa Secvlac rTulia (TiTqmis<br />
SeuZlebelia). isini gadaecema aRzrdis procesSi mSoblebidan<br />
Svilebs, mkvidrdeba skolebSi, eklesiaSi. maT SeiZleba<br />
pirobiTad ewodos sabazo faqtorebi, romlebic gansazRvraven<br />
sazogadeobis im faseulobebs, romlebic dakav-<br />
113
Sirebulia wesierebasTan, keTilsindisierebasTan, patiosnebasTan,<br />
borotisa da keTilis gansxvavebasTan, sazogadoeba-<br />
Si qcevis wesebTan da a.S. faqtorTa meore jgufs miekuTvneba<br />
adamianTa urTierTobebi erTmaneTs Soris, sxva adamianeb-<br />
Tan, sazogadoebriv institutebTan, sazogadoebasTan. aRniSnuli<br />
faqtorebis Secvla SesaZlebelia, Tumca amas sWirdeba<br />
didi dro da resursebi.<br />
didia kulturuli faqtorebis gavlena firmis saqmianobaze<br />
da isini xSirad gadamwyvet rolsac asruleben marketinguli<br />
strategiis SerCevaSi.<br />
114
Tavi 6. marketinguli kvlevis<br />
meTodologiur-informaciuli da<br />
organizaciuli <strong>safuZvlebi</strong><br />
1.1. marketinguli kvleva, misi mizani da<br />
ZiriTadi obieqtebi<br />
marketing, rogorc wesi niSnavs bazarze mimdinare<br />
procesebis Seswavlas anu kvlevas. marketinguli kvlevis arsi<br />
gamoixateba specifikuri marketinguli situaciebis Sesaxeb<br />
monacemebis sistemur SegrovebaSi, am situaciaTa warmomqmnel<br />
faqtorTa gamovlenaSi, maT Sefasebasa da regulirebis<br />
RonisZiebaTa SemuSavebaSi. kvlevis es procesi metad<br />
rTuli da mravalmxrivia, rac arsebiTad ganpirobebulia<br />
<strong>marketingis</strong> sistemis elementebis mravalferovnebiT. <strong>marketingis</strong><br />
sistemis es elementebia: bazari, saqoneli (momsaxureba),<br />
mwarmoebeli, Suamavali, gamsaRebeli, konkurenti,<br />
momxmarebeli, sazogadoeba, samTavrobo da sakanonmdeblo<br />
organoebi, masobrivi infromaciis saSualebebi da sxv. swored<br />
am elementebis urTierTobis procesSi yalibdeba sabazro<br />
situaciebi da bazrisaTvis damaxasiaTebeli kanonzomierebebi.<br />
marketinguli kvlevis mizania bazarze mimdinare movlenebisa<br />
da procesebis ganviTarebisaTvis damaxasiaTebel<br />
kanonzomierebebis gamovlena, Sefaseba da regulirebis RonisZiebebis<br />
SemuSaveba.<br />
aRniSnuli miznidan gamomdinare marketinguli kvlevis<br />
winaSe isaxeba Semdegi ZiriTadi amocanebi:<br />
� marketinguli garemos Seswavla;<br />
� marketinguli kvlevis informaciuli uzrunvelyofa;<br />
� marketinguli kvlevis strategiuli mimarTulebebis<br />
dadgena;<br />
� sawarmoTa saqmianobis analizi;<br />
� moTxovna-miwodebis ganviTarebis kanonzomierebebis<br />
dadgena;<br />
� momxmareblis produqtis sarisxisadmi damokidebulebis<br />
dadgena;<br />
� saqonlis (momsaxurebis) fasebis analizi;<br />
115
� <strong>marketingis</strong> ganviTarebis strategiisa da taqtikis<br />
gansazRvra;<br />
� konkurentTa saqmianobis Seswavla;<br />
� sawarmos saqmianobis safinanso Sedegebis (xarjebi,<br />
mogeba, zarali) analizi;<br />
� <strong>marketingis</strong> gare samyarosTan (sazogadoeba, samTavrobo,<br />
safinanso organoebi, konkurentebi da sxva)<br />
kavSiris Sedegebis analizi da a. S.<br />
marketinguli kvlevis amocanebis mravalferovneba<br />
ganpirobebulia sakvlevi problemebis anu obieqtebis simravliT.<br />
marketinguli kvlevis ZiriTadi obieqtebi erTgvarovani<br />
niSnis mixedviT erTiandebian Semdeg jgufebSi:<br />
� bazris funqciuri elementebis sistema. igi aerTianebs<br />
samomxmareblo da sawarmoo daniSnulebis saqonelze<br />
moTxovnasa da miwodebas, mza nawarmze, resursebze<br />
da momsaxurebaze arsebul fasebs;<br />
� bazris nivTobriv-sagnobrivi elementebi. aq igulisxmeba<br />
samomxmareblo da sawarmoo daniSnulebis<br />
saqoneli, maTi nairsaxeoba da momsaxurebis saxeebi;<br />
� bazris subieqtebi — momxmarebeli da myidveli (individi,<br />
ojaxi, sawarmo, sazogadoeba), mwarmoebeli,<br />
mimwodebeli, Suamavali, gamyidveli da sxva;<br />
� warmoebis sferos ganviTarebis maCveneblebi — produqciis<br />
warmoebis moculoba, struqtura, dinamika,<br />
xarisxi da a. S.;<br />
� mimoqcevis sferos ganviTarebis maCveneblebi — saqonlis<br />
Semosuloba, saqonelbrunva, saqonlis maragi,<br />
maTi dinamika da struqtura;<br />
� momsaxurebis sferos ganviTarebis maCveneblebi —<br />
momsaxurebis saxeebi, maTi moculoba da dinamika,<br />
momsaxurebis xarisxi, momsaxurebis meTodebi da<br />
sxva;<br />
� produqciis warmoebis, mimoqcevis da momsaxurebis<br />
sferos teqno-ekonomikuri da organizaciuli maCveneblebi<br />
— sawarmoo simZlavreebi, resursebis<br />
mdgomareoba, saqonelmoZraobis formebi, saqonlis<br />
win wawevis, Senaxvisa da gayidvis saSualebebi da a.<br />
S.;<br />
� bazris ganviTarebis regionuli Taviseburebani;<br />
116
� konkurentTa saqmianobis Sefaseba — konkurentTa<br />
raodenoba, saqmianobis masStabebi, konkurenciis<br />
formebi, maTi Zlieri da susti poziciebi da a. S.;<br />
� saqonlis warmoebisa da gasaRebis stimulireba —<br />
mwarmoebelTa, gamyidvelTa da momxmarebelTa stimulirebis<br />
meTodebi, stimulirebis mizani da Sedegebi;<br />
� sawarmoTa safinanso Sedegebis amsaxveli maCveneblebi<br />
— Semosavali, xarjebi, mogeba, rentabeloba,<br />
gadasaxadebi, jarimebi, sanqciebi da sxv.<br />
6.2. marketinguli kvlevis meTodologiuri<br />
<strong>safuZvlebi</strong><br />
marketingi, rogorc bazarze saqmianobis kompleqsuri<br />
sistema, emyareba garkveul meTodologiur safuZvlebs.<br />
marketinguli kvlevis meTodologia warmoadgens im meTodebisa<br />
da meTodikis erTianobas, romlis safuZvelzec xorcieldeba<br />
bazarze mimdinare procesebis Seswavla, analizi,<br />
Sefaseba da ganviTarebis prognozi. amrigad, meTodologiis<br />
Semadgeneli nawilebia meTodebi da meTodika. meTodi warmodgenilia<br />
konkretuli xerxebisa da wesebis saxiT, romel-<br />
Ta safuZvelze xorcieldeba gamokvleva, gadawyvetilebis<br />
miReba, regulireba da a. S. meTodika meTodologiis logikuri<br />
nawilia. igi gulisxmobs gamokvlevis midgomebis, principebis,<br />
meTodebis da a. S. gamoyenebis wesebis sistematicias.<br />
marketinguli kvlevis meTodebi mravalferovania. pirobiTad<br />
igi SeiZleba dajgufdes zogad da konkretul me-<br />
Todebad. amis Sesabamisad marketingul kvlevas gaaCnia zogadi<br />
da konkretuli meToduri <strong>safuZvlebi</strong>.<br />
zogad-meToduri <strong>safuZvlebi</strong>dan gansakuTrebiT aRsaniSnavia<br />
dialeqtikuri meTodi, deduqcia da induqcia, analizi<br />
da sinTezi, agreTve iseTi zogad-mecnieruli midgomebi<br />
rogoricaa programul-miznobrioba, sistemuroba, kompleqsuroba<br />
da a. S.<br />
dialeqtikuri meTodi logikuri azrovnebis uzogadesi<br />
meTodia. igi saSualebas iZleva movlenebisa da procesebis<br />
ganviTareba ganxilul iqnes mudmiv urTierTkavSirSi da<br />
moZraobaSi. dialeqtikaSi aisaxeba memkvidreobiToba anu<br />
warsulis, awmyos da momavlis urTierTkavSiri. swored es<br />
117
urTierTkavSiri da memkvidreobiToba JRers didi moazrovnis<br />
cnobil sityvebSi: `awmyo, Sobili warsulisagan, aris<br />
mSobeli momavlisa~. Semecnebis dialeqtikuri meTodis gare-<br />
Se SeuZlebelia sinamdvilis swori asaxva, nebismieri movlenis<br />
Sesaxeb realuri warmodgenis Camoyalibeba. firmis <strong>marketingis</strong><br />
samsaxuri mier marketinguli kvlevis sferos Teoriuli<br />
da praqtikuli sakiTxebis sworad aRqma SesaZlebelia<br />
mxolod dialeqtikuri azrovnebis gziT.<br />
dialeqtika saSualebas iZleva gamovlindes bazris ganviTarebis<br />
etapebi, maTTvis damaxasiaTebeli tendenciebi da<br />
daisaxos momavlis amocanebi. bazris gamokvlevis nebismieri<br />
meTodi da xerxi mxolod maSin iZleva realur Sedegs Tu ma-<br />
Ti gamoyenebis meTodika dialeqtikur kanonzomierebebzea dafuZnebuli.<br />
deduqcia gulisxmobs zogadi debulebebidan kerZo<br />
(konkretuli) daskvnebis gamotanas. <strong>marketingis</strong> sistemaSi<br />
misi gamoyeneba gulisxmobs bazrisaTvis damaxasiaTebeli<br />
zogadi kanonzomierebebis safuZvelze misi calkeuli segmentis<br />
ganviTarebis Sesaxeb konkretuli daskvnebis gamotanas.<br />
magaliTad, zogadi daskvna imis Sesaxeb, rom bazarze arsebobs<br />
mecxoveleobis produqtebis deficiti saSualebas<br />
iZleva gakeTdes kerZo daskvna, rom Seferxebebia xorciT,<br />
rZiT da a. S. mosaxleobis uzrunvelyofaSi.<br />
induqcia niSnavs erTeuli, kerZo faqtebidan zogadi<br />
daskvnebis gamotanas. saxeldobr, Tu bazarze SeimCneva xorcis,<br />
rZis da sxva produqtebis siuxve, amis safuZvelze SeiZleba<br />
gakeTdes zogadi daskvna, rom uzrunvelyofilia mecxoveleobis<br />
produqtebiT mosaxleobis Seuferxebeli momarageba.<br />
marketinguli kvlevis procesSi farTod gamoiyeneba<br />
analizis da sinTezis meTodi. farTo gagebiT analizi niSnavs<br />
daSlas, xolo sinTezi SeerTebas. amis gaTvaliswinebiT,<br />
analizuri meTodi gulisxmobs sakvlevi obieqtis daSlas Semadgenel<br />
nawilebad da am safuZvelze movlenis ganviTarebis<br />
konkretuli kanonzomierebis dadgenas. amis naTeli magaliTia<br />
bazris segmentacia, momxmarebelTa tipologia da a. S.<br />
kvlevis sinTezuri meTodi gulisxmobs sakvlevi obieqtisaTvis<br />
damaxasiaTebel calkeul nawilebis Seswavlas da maT<br />
safuZvelze zogadi daskvnebis gakeTeba.<br />
118
marketingul saqmianobaSi programul-miznobrivi midgoma<br />
gulisxmobs movlenebis kvlevas winaswar SemuSavebuli<br />
programis mixedviT, romelic mimarTulia garkveuli miznis<br />
(strategiul an taqtikuri) misaRwevad. marketinguli saqmianobis<br />
marTvis doneebis gaTvaliswinebiT amgvari midgomebi<br />
farTod gamoiyeneba sawarmos, firmis, kompaniis da a. S. sawarmoo-gasaRebis<br />
saqmianobis programebis SemuSavebis procesSi.<br />
bazris regulirebis Sesaxeb gadawyvetilebebis SemuSaveba<br />
da dasabuTeba moiTxovs sistemur da konmpleqsur analizs.<br />
sistemuri analizi gulisxmobs kvlevis meTodebisa da<br />
xerxebis erTobliobas, romelic gamoiyeneba bazris moqmedebis<br />
sazRvrebis, miznebis, amocanebis, ganviTarebis alternatiuli<br />
variantebis SerCevisa da funqcionirebis TaviseburebaTa<br />
dasadgenad. kompleqsuri analizi moicavs bazris<br />
ganviTarebisaTvis damaxasiaTebel movlenebisa da procesebis<br />
ganxilvas urTierTkavSirSi. magaliTad, bazarze konkretuli<br />
saqonlis gasaRebis SesaZleblobis gansazRvra SeuZlebelia<br />
analogiuri, Semcvleli saqonlis bazris analizis<br />
gareSe an kidev bazris analizi SeuZlebelia misi romelime<br />
elementis (moTxovna, miwodeba, fasi) da maTi ganmsazRvreli<br />
faqtorebis urTierTgavlenis gamokvlevis gareSe.<br />
marketingul saqmianobaSi gamoiyeneba ekonomikur-ma-<br />
Tematikuri modelirebis meTodebi da xerxebi. maT Soris<br />
gansakuTrebiT aRsaniSnavia mravlobiTi regresiis gantolebebi,<br />
korelacia da sxva. modelirebas emyareba kvlevis<br />
procesebis kompiuterizacia.<br />
zogad meTodebTan erTad <strong>marketingis</strong> praqtikaSi gamoiyeneba<br />
maCvenebelTa gaangariSebis, informaciis SegrovebadamuSavebis<br />
da prognozirebis wminda ekonomikuri meTodebi<br />
da konkretuli xerxebi.<br />
marketinguli kvlevis ekonomikuri meTodebidan erTerTi<br />
ZiriTadi meTodia sabalanso meTodi. igi gansakuTrebiT<br />
xSirad gamoiyeneba saqonlis Semosulobis da gayidvis,<br />
moTxovna-miwodebis Tanafardobis, fuladi Semosavlisa da<br />
xarjebis da sxva maCvenebelTa gaangariSebis procesSi. sabalanso<br />
meTodis gamoyenebiT moTxovnis gaangariSeba emyareba<br />
sasaqonlo balansis cnobil sqemas, romelsac aqvs Semdegi<br />
saxe: m 1 + S = r + d + m 2 . sadac:<br />
119
m 1 aRniSnavs saqonlis maragis mdgomareobas saangariSgebo<br />
periodis dasawyisSi;<br />
m 2 — saqonlis marags periodis dasasruls;<br />
S — saqonlis Semosulobas mocemul periodSi;<br />
r — saqonlis realizacias mocemul periodSi;<br />
d — saqonlis danakargebs.<br />
aRniSnuli sabalanso gaangariSebis Sesabamisad saangariSgebo<br />
periodis dasawyisSi arsebuli saqonlis maragis moculobas<br />
damatebuli amave periodSi Semosuli sasaqonlo<br />
resursebi tolia, mTel periodSi realizebuli (gayiduli)<br />
saqonlis da periodis bolosaTvis darCenili saqonlis marags<br />
damatebuli saqonlis danakargebis jami. aRniSnuli<br />
formulis gamoyenebiT SeiZleba realizebuli moTxovnis<br />
moculobis gaangariSeba. amisaTvis saWiroa gantolebas mieces<br />
Semdegi saxe: r = m 1 + S — (d + m 2 ).<br />
sabalanso meTodis gamoyenebiT gaiangariSeba realizebuli<br />
moTxovna. magaliTad, mimdinare wlis pirveli ianvrisaTvis<br />
maRaziaSi arasebuli Saqris maragi Seadgenda 9<br />
aTas lars, xolo pirveli TebervlisTvis 8 aTas lars. ianvris<br />
TveSi maRaziaSi Semotanili Saqris Rirebulebam Seadgina<br />
19 aTasi lari, xolo danakargebis Tanxa 0,3 aTasi lari.<br />
aRniSnulidan gamomdinare ianvris TveSi Saqris gayidvis moculobam<br />
anu realizebulma moTxovnam 19,7 aTasi lari<br />
[9+19—(0.3+8)] Seadgina.<br />
marketingul kvlevaSi farTod gamoiyeneba e. w. moTxovna-miwodebis<br />
balansi. calkeuli saxis saqonlis gamoyenebisa<br />
da daniSnulebis gaTvaliswinebiT balanss gaaCnia konkretuli<br />
forma, xolo zogadi saxiT igi SeiZleba warmovidginoT<br />
Semdegi formiT. balansi dgeba garkveuli periodis<br />
miTiTebiT (Tve, kvartali, weli). igi warmodgenilia or nawilad.<br />
pirvel nawilSi naCvenebia ama Tu im saqonelze moTxovnis<br />
sidide naturalur an fulad maCveneblebSi, meoreSi ki<br />
resursebis miwodebis savaraudo mdgomareoba. balansSi<br />
moTxovnis sidide warmodgenilia iseTi komponentebiT, rogoricaa:<br />
moTxovnis sidide, saWiroeba eqsportze da aucilebeli<br />
maragi periodis bolosaTvis. resursebis miwodebis<br />
nawilSi naCvenebia maTi warmoqmnis wyaroebi, romlis ZiriTadi<br />
komponentebia: maragi periodis dasawyisSi, qveynis SigniT<br />
warmoebuli resursebi, importi da miwodebis sxva wyaroebi.<br />
saWiroebisda mixedviT pirvel da meore nawils Soris SeiZ-<br />
120
leba gamoiTvalos Tanafardoba, romelic aCvenebs ra donezea<br />
miRweuli moTxovnisa da miwodebas Soris balansireba.<br />
marketinguli kvlevis procesSi gamoiyeneba specialuri<br />
meTodebi, romelTa meSveobiTac xdeba infromaciis mopoveba,<br />
damuSaveba, analizi da prognozi (ix. 6.3 da 8.4).<br />
6.3. marketinguli saqmianobis informaciuli<br />
uzrunvelyofa<br />
marketinguli kvlevis aucilebeli pirobaa saTanado<br />
informaciis mopoveba, dajgufeba, analizi, Sefaseba da miznobrivi<br />
gamoyeneba. marketinguli informacia warmoadgens<br />
monacemebis erTobliobas, romelic saSualebas iZleva daxasiaTdes<br />
bazris mdgomareoba, gamovlindes sabazro situaciebze<br />
moqmedi faqtorebi da ganisazRvros maTi ganviTarebis<br />
perspeqtivebi. praqtikaSi bazris gamokvlevisTvis saWiro<br />
informaciis erTobliobas monacemTa bazas uwodeben.<br />
marketinguli informacia sxvadasxva saxisaa. igi SeiZleba<br />
dajgufdes Tematuri xasiaTis, gamokvlevis obieqtis,<br />
gamoyenebis jeradobis, warmoqmnis wyaroebis, mopovebis periodulobis<br />
da sxva TaviseburebaTa gaTvaliswinebiT.<br />
Tematuri xasiaTis mixedviT informacia SeiZleba iyos<br />
politikuri, ekonomikuri, socialuri, demografiuli da<br />
sxva. TiToeul maTgans gaCnia gamoyenebis Tavisi sfero. amas-<br />
Tan, maT Soris arsebuli kavSiris gamo isini xSirad urTier-<br />
TSevsebisa da dazustebis mizniTac gamoiyeneba.<br />
gamokvlevis obieqtis mixedviT arsebuli informacia<br />
saSualebas iZleva daxasiaTdes bazris ganviTarebis romelime<br />
konkretuli maCvenebeli, magaliTad, moTxovnis moculoba<br />
da struqtura, saqonlis konkrentunarianoba, saqonlis<br />
gasaRebis siZneleebi, fasebis mdgomareoba da a. S.<br />
gamoyenebis jeradobis mixedviT ganasxvaveben pirvelad<br />
da meorad informacias. pirveladia informacia, romelic<br />
mopovebulia specialurad raime konkretuli gadawyvetilebis<br />
SemuSavebisa da dasabuTebis mizniT. pirveladi informaciis<br />
miRebis ZiriTad meTods warmoadgens specialurad<br />
Catarebuli dakvirvebebi, eqsperimentebi, gamokiTxvebi<br />
da sxva RonisZiebebi. meorads miekuTvneba informacia, romelic<br />
mopovebulia warsulSi, raime sxva gadawyvetilebis<br />
misaRebad da saWiroebis SemTxvevaSi gamoiyeneba xelaxla.<br />
121
imisda mixedviT Tu saidan iqna miRebuli informacia,<br />
ganasxvaveben Sinagan da garegan informacias. Sinagania informacia,<br />
romelic gamokvleviT dainteresebuli firmis Siga<br />
angariSgebis masalebidan miiReba. garegani ewodeba infromacias,<br />
romelic dainteresebuli firmis mier sxva organizaciebidan<br />
(firmebidan) miiReba.<br />
warmoqmnis da mopovebis periodulobis gaTvalsiwinebiT<br />
ganasxvaveben wyvetil (periodul) da uwyvet (permanentul)<br />
informacias. wyvetili ewodeba informacias Tu igi periodulad,<br />
drois garkveul intervalSi (dekada, Tve, kvartali,<br />
weli) muSavdeba da moipoveba. mas miekuTvneba statistikis<br />
saxelmwifo departamentisa da misi adgilobrivi samsaxurebis<br />
mier damuSavebuli yoveldRiuri, kvartaluri da<br />
wliuri angariSgebis masalebi, uwyveti anu permanentulia<br />
informacia, romlis damuSaveba da mopoveba sistematuri xasiaTisaa.<br />
magaliTad, firmis Sinagania informacia saqonlis<br />
moZraobis (warmoeba, gasaReba) Sesaxeb da sxva.<br />
informaciis miRebis sxvadasxva wyaro arsebobs, mas miekuTvneba<br />
statistikis saxelmwifo departamentis monacemebi,<br />
saministroebis, sawarmoebis (firmebis) angariSgebis masalebi,<br />
masobrivi informaciis saSualebebi da sxva informaciis<br />
garkveuli nawili, romelic miiReba moTxovnis Seswavlis<br />
mizniT Catarebuli specialuri RonisZiebebis (anketuri gamokiTxva,<br />
eqspertiza, gamofena-gayidva da sxva) Catarebis<br />
gziT.<br />
statistikis saxelmwifo departamentis samsaxurebis<br />
mier damuSavebuli masalebi warmoadgens saqonlis moZraobis,<br />
moTxovnis, saqonlisa da momsaxurebis fasebis (tarifebis)<br />
da sxva maCvenebelTa Sesaxeb krebsiTi informaciis miRebis<br />
ZiriTad wyaros. misTvis damaxasiaTebelia informaciis<br />
unificireba, damuSavebis erTiani meTodologia, momzadebis<br />
mkveTrad gansazRvruli perioduloba da Sesadarisoba. es<br />
masalebi ramdenadme agregirebuli saxiT gamoicema statistukuri<br />
krebulebis saxiT, xolo SedarebiT detalizebuli<br />
poziciis mixedviT Tavmoyrilia statistikis saxelmwifo<br />
departamentSi da mis regionul ganyofilebebSi.<br />
uwyebrivi statistikuri angariSgeba moicavs calkeuli<br />
uwyebebis masalebs. es masalebi garkveulad avseben statistikis<br />
saxelmwifo departamentisa da misi samsaxurebis<br />
mier Tavmoyril informacias. es saSualebas iZleva gamok-<br />
122
vleva warmarTos meti sizustiT, sistemurobis gaTvaliswinebiT<br />
da detalurad.<br />
sawarmoTa operatiuli da sabuRaltro angariSgebis<br />
masalebi saSualebas iZleva miRebul iqnes detaluri informacia<br />
calkeuli saqonlis moZraobis Sesaxeb nebismier drosa<br />
da sivrceSi. es informacia aisaxeba sasaqonlo zednadebebSi<br />
da aRricxva-angariSgebis sxva formebSi.<br />
am masalebis safuZvelze sawarmo (firma) qmnis Siga monacemTa<br />
bazas, anu Siga wyaroebidan miRebuli informaciis<br />
eleqtronul sacavs. es masalebi miiReba firmis funqciuri<br />
samsaxuridan. magaliTad, sawarmoo ganyofileba iZleva informacias<br />
prodqciis warmoebis moculobisa da struqturis,<br />
saqonlis maragis da damzadebis Sesaxeb. buRalteria awvdis<br />
monacemTa bazas finansur angariSebs, gayidvis maCveneblebs<br />
da sxv. <strong>marketingis</strong> samsaxuri iZleva informacias miznobrivi<br />
Sesyidvebis, demografiis da myidvelTa qcevis Sesaxeb.<br />
myidvelTa momsaxurebis samsaxuri amuSavebs monacemebs<br />
myidvelTa moTxovnis dakmayofilebisa da momsaxurebis donis<br />
Sesaxeb da a. S.<br />
marketingul saqmianobaSi saWiro informaciis mopovebis<br />
meTodebidan gansakuTrebiT aRsaniSnavia:<br />
� anketuri gamokiTxva;<br />
� gamofena-gayidva;<br />
� eqspertuli Sefaseba;<br />
� momxmarebelTa konferenciebi;<br />
� paneluri gamokiTxva da sxva.<br />
aRniSnuli meTodebi gansakuTrebiT mniSvnelovania<br />
moTxovnis Seswavlis procesSi saWiro infromaciis miRebis<br />
TvalsazrisiT. am gziT miRebuli masalebis gamoyenebiT sawarmoTa<br />
marketingul samsaxurebs SeuZliaT gadawyviton<br />
Semdegi amocanebi:<br />
� moTxovnis moculobisa da asortimentuli struqturis<br />
Sefaseba;<br />
� saqonlis asortimentis da xarisxis momxmarebelTa<br />
moTxovnasTan Sesabamisobis donis dadgena da maTi<br />
ganviTarebis sasurveli mimarTulebis gansazRvra;<br />
� axali saqonlis realizaciis mosalodneli moculobis<br />
gaangariSeba;<br />
123
� calkeuli saqonelze moTxovnis dakmayofilebis<br />
donis gaangariSeba;<br />
� saqonlis fasebisadmi momxmarebelTa (myidvelTa)<br />
damokidebulebis Sefaseba;<br />
� saqonlis warmoebisa da realizaciis realuri moculobis<br />
gansazRvra da a. S.<br />
aRniSnuli meTodebis mniSvneloba gansakuTrebiT izrdeba<br />
sabazro ekonomikis pirobebSi. kerZo, komerciuli<br />
struqturebis gafarToeba da Tavisufali konkurenciis pirobebis<br />
Seqmna moiTxovs informaciis ganaxlebasa da pirveladi<br />
wyaroebidan miRebas. swored amis saSualebas iZleva<br />
zemoaRniSnuli meTodebi.<br />
marketinguli kvlevis procesSi mniSvnelovani adgili<br />
ukavia informaciis damuSavebis da analizis meTodebs. maT<br />
Soris gansakuTrebiT aRsaniSnavia: dajgufebis, Sedarebis,<br />
saindeqso, dinamikuri mwkrivebis gamoTanabrebis, grafikuli<br />
gamosaxvis da sxva meTodebi.<br />
dajgufebis meTodi gulisxmobs bazris ganviTarebis<br />
amsaxvel maCvenebelTa gaerTianebas erTgvarovani niSnis mixedviT.<br />
igi saSualebas iZleva bazris ganviTarebisaTvis damaxasiaTebel<br />
romelime maCveneblis, kerZod moTxovnis Sesaxeb<br />
arsebuli informaciis dajgufebis gziT moTxovnis er-<br />
Tobliobidan gamoiyos erTgvarovani tipebi. magaliTad,<br />
qveynis erToblivi moTxovnidan gamocalkevdes erTi mxriv<br />
qalaqis, xolo meore mxriv soflis mosaxleobis moTxovna an<br />
kidev, moTxovnis erTobliobidan gamoiyos moTxovna momxmarebelTa<br />
sqesobriv-asakobrivi jgufebis mixedviT da a. S.<br />
dajgufebis meTodis gamoyenebiT SeiZleba moTxovnaze moqmedebis<br />
xasiaTis gaTvaliswinebiT dajgufdes misi moculobisa<br />
da struqturis ganmsazRvreli faqtorebi da sxva.<br />
Sedarebis meTodis gamoyenebiT xdeba erTgvarovan an<br />
dapirispirebul maCvenebelTa urTierTSedareba. bazris<br />
ganviTarebisaTvis damaxasiaTebel maCvenebelTa sistemaSi<br />
gansakuTrebiT mniSvnelovania:<br />
� saqonelze moTxovna-miwodebis Tanafardobis Sedareba<br />
da gansazRvra;<br />
� moTxovnis dakmayofilebis donis Sedareba qveynis<br />
sxvadasxva regionis mixedviT;<br />
124
� moxmarebis faqtiuri donis Sedareba rekomendebul<br />
normebTan da normativebTan;<br />
� Semosavlebisa da xarjebis donis Sedareba da sxv.<br />
es meTodi saSualebas iZleva gairkves bazrisTvis damaxasiaTebel<br />
maCvenebelTa Soris arsebuli kavSiri da daisaxos<br />
RonisZiebebi maT Soris racionaluri Tanafardobis uzrunvelsayofad.<br />
saindeqso meTodi gamoiyeneba saqonelbrunvis, sasaqonlo<br />
resursebis, moTxovnis da sxva maCvenebelTa ganviTarebis<br />
dinamikis daxasiaTebis procesSi. amis Sesabamisad vaWrobaSi<br />
farTod gamoiyeneba saqonlis gayidvis, saqonlis maragis,<br />
sasaqonlo resursebis, fasebis indeqsi. saindeqso me-<br />
Todis gamoyeneba mWirdod ukavSirdeba Sedarebis meTods,<br />
vinaidan igi gulisxmobs ori absoluturi maCveneblis Sedarebas.<br />
Sesadari periodidan gamomdinare indeqsi SeiZleba<br />
iyos sabaziso an mimdinare. Sesadari peirodi, romlis mimar-<br />
Tac xdeba maCvenebelTa Sedareba warmoadgens sabaziso periods.<br />
magaliTad, Tu 2008 wlis maCvenebels vadarebT 2007<br />
wlis monacemebs, es ukanaskneli iqneba sabaziso maCvenebeli.<br />
indeqsebi iangariSeba rogorc sabaziso, aseve jaWvuri indeqsebis<br />
saxiT. sabaziso indeqsis gaangariSebisas bazad aRebulia<br />
erTi konkretuli sabaziso periodis maCvenebeli, xolo<br />
jaWvuri indeqsi gaiangariSeba yovel wina periodTan<br />
momdevno periodis maCvenebelTan SedarebiT.<br />
dinamikuri mwkirvebis gamoTanabrebis meTodi gulisxmobs<br />
bazrisaTvis damaxasiaTebel maCvenebelTa (moTxovna,<br />
miwodeba, fasi, gayidvebis moculoba da sxva) ganviTarebis<br />
amsaxveli sidideebis mixedviT dinamikuri cxrilebis (cifrobrivi)<br />
monacemebis, rac TvalsaCinos xdis movlenebisa da<br />
procesebis ganviTarebisaTvis damaxasiaTebel kanonzomierebebs.<br />
mosaxleobis moTxovnis Seswavlis procesSi gansakuTrebiT<br />
xSirad gamoiyeneba sacalo gayidvebis ganviTarebis<br />
dinamikuri mwkrivebi. igi axasiaTeben realizebuli moTxovnis<br />
moculobasa da struqturas, sasaqonlo miwodebisa<br />
da gamoyenebis dinamikur mwkrivebs. igi aCvenebs sacalo saqonelbrunvis<br />
da moTxovnis sasaqonlo resursebiT uzrunvelyofis<br />
dones. aseve SeiZleba Sedgenil iqnes fuladi Semosavlebis<br />
da xarjebis da sxva maCvenebelTa dinamikuri<br />
mwkrivebi. dinamikuri mwkrivebis Sedgena emyareba dajgufebis,<br />
Sedarebis da saindeqso meTodebis gamoyenebas.<br />
125
grafikuli gamosaxvis meTodis daniSnulebaa bazrisTvis<br />
damaxasiaTebel maCvenebelTa TvalsaCinoebis uzrunvelyofa.<br />
rogorc wesi, grafikuli gamosaxvis meTodi gulisxmobs koordinatTa<br />
sistemis meSveobiT movlenebisa da procesebis ganvi-<br />
TarebisaTvis damaxasiaTebeli raodenobrivi maCveneblebis Sedegebis<br />
asaxvas grafikebis gamoyenebiT. grafikuli gamosaxulebas<br />
SeiZleba mieces wrfivi (xazebi, mrudebi) an svetovani<br />
forma.<br />
6.4. marketinguli kvlevis organizacia<br />
marketinguli kvlevis procesSi Sesaswavli obieqtebis<br />
gamokvleva oTx ZiriTad safexurs moicavs:<br />
� marketinguli problemebisa da kvlevis miznebis<br />
gansazRvra;<br />
� kvlevis gegmis Sedgena;<br />
� kvlevis gegmis ganxorcieleba;<br />
� kvlevis Sedegebis gansazRvra da angariSis Sedgena.<br />
marketingul kvlevas msxvili firma axorcielebs marketinguli<br />
samsaxuris (ganyofilebis) meSveobiT, zogjer ki<br />
xelSekrulebas aformebs specializebul kvlevaTa centreb-<br />
Tan. kvlevaSi monawileoben <strong>marketingis</strong> specialistebi (marketerebi)<br />
da <strong>marketingis</strong> menejerebi. <strong>marketingis</strong> menejerebma<br />
kargad ician arsebuli problemebi da maTTan dakavSirebuli<br />
informacia, xolo specialistebi (marketerebi) kargad<br />
erkvevian marketinguli kvlevis meTodologiaSi, anu infromaciis<br />
mopovebis, damuSavebis da analizis meTodebsa da wesebSi.<br />
kvlevis problemebisa da miznebis gansazRvra arc ise<br />
iolia. ZiriTadi sirTule aq dakavSirebulia problemis warmoSobis<br />
mizezebis garkvevasTan. magaliTad, arc Tu ise iSviaTad<br />
menejerebi kbilis pastis gayidvis Semcirebis mizezad<br />
sust reklamas miiCneven da cdiloben uzrunvelyon misi Semdgomi<br />
gaZliereba. kvlevis Sedegebi ki aCvenebs, rom problemis<br />
mizezia ara sareklamo kampaniis dros daSvebuli uzustoba,<br />
aramed is, rom maRaziaSi kbilis pastis gayidvis arsebuli<br />
mdgomareoba jer uzrunvelyofs reklamiT gansaz-<br />
Rvrul pirobebs — pasta ar iZleva Sepirebul samkurnalo<br />
Sedegs, ver uzrunvelyofs kbilebis siTeTres, fasebi Zviria<br />
Sepirebulze, ar aris mdidari arCevani da sxva. problemis<br />
126
siRrmiseulma Seswavlam aCvena, Seferxebis mizezebia ara sareklamo<br />
saSualebaTa dabali efeqtianoba, aramed xarvezebi<br />
sareklamo pirobebis SesrulebaSi. amis gamovlena ki problemis<br />
zustad Camoyalibebas uwyobs xels.<br />
problemebis gamomwvevi mizezebis dazustebis Semdeg<br />
saqmianobis simZime gadadis kvlevis miznebis Camoyalibebaze<br />
da kvlevis konkretuli saxis SerCevaze. marketinguli kvlevis<br />
proeqts SesaZloa sami mizani hqondes — problemis gamovlena,<br />
problemis aRwera da problemis mizezsa da Sedges Soris<br />
kavSiris dadgena. amis Sesabamisad arsebobs marketinguli<br />
kvlevis Semdegi saxeebi: gamovleniTi (aRmoCeniTi) kvleva,<br />
aRwerilobiTi kvleva da mizez-Sedegobrivi kvleva.<br />
aRmoCeniTi kvleva ewodeba marketingul kvlevas,<br />
romlis mizania iseTi informaciis Segroveba da analizi,<br />
romelic problemis gansazRvrisa da ganviTarebis axali hipoTezis<br />
damuSavebis saSualebas iZleva.<br />
aRwerilobiTi kvleva ewodeba marketingul kvlevas,<br />
romlis mizania srulad aRweros marketinguli problemis<br />
Sinaarsi, ganviTarebis situaciebi da tendenciebi. mizez-Sedegobrivi<br />
ewodeba marketingul kvlevas, romlis<br />
mizania movlenisaTvis damaxasiaTebel mizezsa da Sedegs Soris<br />
arsebuli urTierTkavSiris hipoTezebis Semowmeba. magaliTad,<br />
gamoiwvevs Tu ara xorblis fqvilze fasis 10% Semcireba<br />
gamomcxvari puris fasis proporciul cvlilebas.<br />
problemis Sinaarsi da kvlevis mizani warmarTavs<br />
kvlevis mTel process. ganacxadi problemisa da kvlevis<br />
miznis Sesaxeb saWiroa gaformdes werilobiT, rac maT Soris<br />
SeTanxmebulobas unda asaxavdes.<br />
marketinguli kvlevis momdevno safexuri iTvaliswinebs<br />
kvlevis gegmis Sedgenas igi gamomdinareobs marketinguli<br />
problemebidan, kvlevis miznebidan da iTvaliswinebs sa-<br />
Wiro informaciis Segrovebas, efeqtiani gegmis proeqtis<br />
Sedgenas da firmis xelmZRvanelobis mier damtkicebas. marketinguli<br />
kvlevis gegma gansazRvravs iseT momentebs. rogoricaa:<br />
� kvlevisaTvis saWiro informaciis saxeebis gansaz-<br />
Rvra;<br />
� informaciis mopovebis wyaroebis dadgena;<br />
127
� im midgomebis, meTodebis, SerCevis gegmebis da saSualebebis<br />
dadgena, romelic <strong>marketingis</strong> samsaxurma<br />
unda gamoiyenos monacemTa Segrovebis procesSi.<br />
informacia, rogorc aRiniSna, SeiZleba iyos pirveladi,<br />
meoradi, Sinagani da garegani. umetes SemTxvevaSi kvleva<br />
iwyeba meoradi da Siga informaciiT, romelic firmam SeiZleba<br />
mza saxiT miiRos Siga monacemTa bazidan an firmis gareT<br />
arsebuli informaciuli wyaroebidan. informaciis garkveuli<br />
nawilis miReba SesaZlebelia onlain — informaciis<br />
monacemTa bazis gamoyenebiT. es ukanaskneli aris informaciis<br />
kompiuteruli wyaroebi, romelic farTod xelmisawvdomia<br />
komerciuli pirveladi saSualebebiT an internetiT,<br />
rac sul ufro da ufro mzardi xasiaTisaa.<br />
meoradi informaciis mopoveba kvlevis dawyebis aucilebeli<br />
pirobaa. amasTan, igi nakleb droiT da materialur<br />
xarjebTanaa dakavSirebuli, magram xSirad siRrmiseuli<br />
kvlevisaTvis arasakmarisia. amis gamo didi mniSvneloba eni-<br />
Weba pirveladi informaciis mopovebas. am mizniT mkvlevarebi<br />
iyeneben iseT meTodebs, rogoricaa, dakvirveba, gamokiTxva<br />
da eqsperimenti.<br />
dakvirveba kvlevis iseTi meTodia, rodesac pirveladi<br />
informaciis mopoveba uSualod momxmarebelTa jgufebze<br />
dakvirvebiT xdeba. dakvirvebis gavrcelebuli formaa myidvelis<br />
qmedebis procesSi warmoqnili qceva da situaciebi.<br />
magaliTad, samomxmareblo saqonlis marketeri SeiZleba supermarketSi<br />
daakvirdes myidvelTa qcevas — Tu rogor aRmoaCenen<br />
isini saWiro saqonels, rogor aTvaliereben saqonlis<br />
garegan saxes, amowmeben SefuTvas da rogor iReben gadawyvetilebas<br />
saqonlis SeZenis Sesaxeb. dakvirvebis aSkara magali-<br />
Tia agreTve sabanko marketerebis qmedeba axali filialis an<br />
momsaxurebis centris gaxsnis winaperiodSi — swavloben Ser-<br />
Ceul raions, ikvleven dasaxlebis simWidroves, azusteben<br />
transportis moZraobis marSruts, aanalizeben konkurentTa<br />
qselis ganlagebas da a. S. dakvirveba aRmoCeniTi kvlevis<br />
yvelaze gavrcelebuli meTodia.<br />
gamokiTxva marketinguli kvlevis iseTi meTodia, romlis<br />
mixedviT pirveladi monacemebis mopoveba xdeba uSualod<br />
mosaxleobidan maTi codnis, gamocdilebis, saqmisadmi<br />
damokidebulebis da saqonlis Sesyidvis procesSi qcevis gamovlenis<br />
safuZvelze.<br />
128
gamokiTxvis meTodis realizaciis farTod gavrcelebuli<br />
saSualebaa dakavSirebis iseTi meTodebi, rogoricaa:<br />
fosta, telefoni, pirdapiri gamokiTxva da eleqtronuli<br />
saSualebebi (interneti). TiToeul meTods gaaCnia Tavisi<br />
Zlieri da susti mxareebi. safosto gamokiTxva umjobesia Catardes<br />
panelis meSveobiT. misi dadebiTi mxare is aris, rom<br />
igi didi moculobis informaciis mcire xarjebiT Segrovebis<br />
saSualebas iZleva, maRalia monacemTa kontrolis efeqti<br />
da a. S. misi nakli is aris, rom nelia monacemTa Segrovebis<br />
siCqare. es ukanaskneli Zalze swrafia telefonis gamoyenebis<br />
SemTxvevaSi, magram SezRudulia monacemTa raodenoba da<br />
didia maTi mopovebis xarjebi. monacemTa didi raodenobiT<br />
Segorvebis da mcire danaxarjebis TvalsazrisiT karg Sedegs<br />
iZleva pirdapiri gamokiTxva, Tumca aseT SemTxvevaSi sustia<br />
monacemTa efeqtis kontroli. monacemebis Segrovebis siswrafis<br />
da mcire xarjebis poziciidan saukeTeso Sedegis matarebelia<br />
monacemTa mopovebis eleqtronuli saSualebebi,<br />
Tumca aq ramdenadme sustia monacemTa kontrolis saSualebebi.<br />
gamokiTxvis meTodi aRwerilobiT kvlevis saukeTeso<br />
saSualebaa.<br />
eqsperimentuli marketinguli kvleva iseTi meTodia,<br />
romelic gulisxmobs kvlevis miznis Sesatyvisi saeqsperto<br />
jgufis formirebas, maTdami davalebis Sesabamisi kiTxvaris<br />
darigebas da jgufebis sapasuxo reaqciis Sefasebas. es meTodi<br />
emyareba e. w. eqspertul Sefasebas. eqsperimenti saSualebas<br />
iZleva dadgindes kavSiri movlenis gamomwvev mizezebsa<br />
da Sedegebs Soris, ris gamoc igi mizez-Sedegobrivi kvlevis<br />
safuZvelia.<br />
marketinguli kvlevis momdevno sakiTxebi gulisxmobs<br />
kvlevis gegmis realur ganxorcielebas. gegmis Sesruleba<br />
iwyeba monacemTa SegrovebiT, damuSavebiT, analiziTa da<br />
ganzogadebiT. monacemTa Segrovebas ZiriTadad axdenen<br />
firmis marketinguli samsaxuris TanamSromlebi. saWiroebis<br />
SemTxvevaSi isini iyeneben sxva organizaciebis momsaxurebasac.<br />
informaciis saimedoba metad mniSvnelovania swori suraTis<br />
misaRebad, amitom igi yovelmxriv unda Semowmdes. sa-<br />
Wiro xdeba monacemTa logikuri kontroli, calkeuli problemis<br />
monitoringi, miRebuli pasuxebis identifikacia, respodentisa<br />
da interviueris mier daSvebuli gadacdomebis<br />
aRmofxvra da sxva. monacemebis dazustebis Semdeg xdeba ma-<br />
129
Ti erTgvarovani niSnis mixedviT dajgufeba, samuSao cxrilebis<br />
Sedgena, statistikuri maCveneblebis gamoTvla, analizisaTvis<br />
momzadeba da ganzogadeba.<br />
marketinguli kvlevis daskvniT safexurze xdeba kvlevis<br />
Sedegebis dazusteba da angariSis Sedgena. marketinguli<br />
kvlevis specialistebma (marketerebma) Sedegebi unda ganmarton,<br />
gamoitanon saTanado daskvnebi, SeaTanxmon igi <strong>marketingis</strong><br />
menejerTan da gaiTvalsiwinos misi saqmiani winadadebebi.<br />
<strong>marketingis</strong> specialistsa da menejers Soris diskusiam<br />
saboloo jamSi SeiZleba kvlevis Sedegebi saukeTeso variantamde<br />
miiyvanos. amitom maTi muSaoba saqmiani kontaqtebisa<br />
da urTierTndobis safuZvelze unda warimarTos. koreqtirebuli<br />
angariSis saboloo varianti unda waredginos<br />
firmis xelmZRvanelobas. angariSi ar unda gadaitvirTos<br />
zedmeti cifrebiT da statistikuri gaangariSebiT. aq unda<br />
aisaxos mxolod mniSvnelovani aRmoCenebi da Sedegebi, rac<br />
safuZvlad daedeba marketinguli gadawyvetilebebis dasabuTebas.<br />
130
Tavi 7. momxmarebelTa Seswavla<br />
7.1. momxmarebelTa tipologia da misi<br />
ganmsazRvreli faqtorebi<br />
momxmarebelTa cnebaSi igulisxmeba adamianTa erToblioba,<br />
romlebic TavianTi moTxovnilebis dakmayofilebis<br />
mizniT moixmaren maT xelT arsebul materialur da sulier<br />
sikeTes. moxmarebis procesis miznisa da daniSnulebis gaTvaliswinebiT<br />
ganasxvaveben pirad (saboloo) moxmarebas da<br />
sawarmom moxmarebas. marketinguli saqmianobis praqtikaSi<br />
moxmarebis am or saxeobis TaviseburebaTa gaTvaliswinebiT<br />
ganasxvaveben samomxmareblo saqonlis bazars da sawarmoo<br />
daniSnulebis saqonlis bazars.<br />
samomxmareblo saqonlis bazarze mosaxleoba SeiZens<br />
mravalferovan sasursaTo da arasasursaTo saqonels. momxmareblebi<br />
bazarze gansxvavebul moTxovnebs avlenen da<br />
sxvadasxvagvar qcevebs amJRavneben. amis gamo <strong>marketingis</strong><br />
samsaxuri orientacias iRebs ara `zogad momxmarebelze~,<br />
aramed momxmarebelTa calkeul jgufze, romelic Tavisi<br />
qceviT da moTxovnebiT axlos daganan erTmaneTTan.<br />
erTgvarovani niSnis mixedviT momxmarebelTa gaerTianebiT<br />
miReba momxmarebelTa jgufi anu tipi. garkveuli niSnis<br />
mixedviT momxmarebelTa erTobliobidan erTgvarovani<br />
tipebis gamocalkavebas momxmarebelTa tipologia ewodeba.<br />
tipologia warmoadgens momxmarebelTa Seswavlis erT-erTi<br />
mniSvnelovan meTods.<br />
momxmarebelTa tipologia xdeba garkveuli niSnis mixedviT.<br />
maT Soris ZiriTadia:<br />
� ekonomikuri (qonebrivi uzrunvelyofa, Semosavlis<br />
wyaro, Semosavlis done da dinamika) niSani;<br />
� socialuri (socialuri mdgomareoba, Tanamdebobrivi<br />
statusi, profesia) niSani;<br />
� demografiuli (sqesi, asaki, ojaxis Semadgenloba,<br />
sacxovrebeli adgili) niSani.<br />
momxmarebelTa tipologiis aRniSnuli niSnebi yalibdeba<br />
garkveul faqtorTa gavleniT. es faqtorebi erTiandeba<br />
ramdenime ZiriTad jgufSi.<br />
131
<strong>marketingis</strong> Tanamedrove saxelmZRvaneloebSi es faqtorebi<br />
gaerTianebulia oTx (kulturul, socialur, pirovnul,<br />
fsiqologiur) jgufad. sakiTxis ufro siRrmiseuli<br />
ganxilvis mizniT maT saWiroa daematos ramdenime faqtori,<br />
ris Sedegadac faqtorTa jgufi warmodgenilia Semdegi saxiT:<br />
� ekonomikuri faqtorebi;<br />
� socialuri faqtorebi;<br />
� kulturuli faqtorebi;<br />
� pirovnuli faqtorebi;<br />
� profesiuli faqtorebi;<br />
� fsiqologiuri faqtorebi.<br />
aRniSnuli jgufis faqtorTa gavlena momxmarebelTa<br />
qcevis procesze gansxvavebulia:<br />
1. ekonomikuri xasiaTis faqtorTa moqmedeba ZiriTadad<br />
qonebrivi uzrunvelyofiTa da Semosavlebis<br />
doniT ganisazRvreba. maTi gavleniT yalibdeba<br />
momxmarebelTa tipebi uRaribesidan umdidresamde.<br />
amerikeli sociologebi sazogadoebis Svid Ziri-<br />
Tad jgufs yofen: 1. zeda — umaRlesi. 2. qveda —<br />
umaRlesi. 3. zeda — saSualo. 4. qveda — saSualo. 5.<br />
muSaTa klasi. 6. zeda — dabali. 7. qveda — dabali.<br />
mosaxleobis ukiduresi jgufebis Semosavlebis<br />
doneebs Soris mniSvnelovania mdidrebis saxiT. Ama-<br />
Ti wili qveynis mTlian mosaxleobaSi 3 procents<br />
ar aRemateba. mesame da meoTxe jgufi warmodgenilia<br />
saSualo feniT, romelTa wilad modis qveynis<br />
mosaxleobis — 44%, xolo SedarebiT dabalSemosavliani<br />
fena warmodgenilia mexuTe — meSvide kategoriiT<br />
da maT wilad modis qveynis mosaxleobis —<br />
53%, sxvadasxva jgufis mosaxleobis Semosavlebis<br />
doneSi arsebuli mniSvnelovani gansxvavebis gamo<br />
bazarze ukiduresi jgufebis interesebi kardinalurad<br />
gansxvavebulia. mosaxleobis mdidari fena<br />
bazarze SeiZens maRali kvebiTi Rirebulebis produqtebs,<br />
Zvirfas tansacmels, antikvarul nivTebs,<br />
Zvirad Rirebul samkaulebs, avtomobilebs da a. S.<br />
dabali Semosavlebis mqone jgufebi moklebulia am<br />
sikeTes da maTi orientacia iaffasian kvebis pro-<br />
132
duqtebs, tansacmels da sayofacxovrebo nivTebs<br />
ar scildeba.<br />
2. socialur faqtorTa moiazreba referentuli jgufebi,<br />
ojaxi, pirovnebis adgili da statusi sazogadoebaSi.<br />
socialuri klasi aerTianebs sazogadoebis<br />
erTgvarovan jgufs, romlis wevrebsac erTiani<br />
mdgomareoba, faseulobebi da qcevis wesebi gaaCniaT.<br />
referentul jgufebSi erTiandeba megobrebi,<br />
kolegebi, mezoblebi, koleqtivi da sxva, romelTa<br />
pirdapiri da arapirdapiri gavleniT yalibdeba<br />
momxmarebelTa midrekileba da Cvevebi arsebiTia<br />
ojaxis wevrTa urTierTgavlena. misi meSveobiT yalibdeba<br />
ojaxis wevrTa saerTo warmodgenebi, gemovneba,<br />
miswrafeba, Cvevebi. tradiciuli an ZviradRirebuli<br />
nivTebis SeZena ojaxis wevrTa urTierTSeTanxmebiT<br />
xdeba. agreTve mniSvnelovan gavlenas<br />
axdens momxmarebelTa qcevaze pirovnebis<br />
socialuri adgili da statusi. maTi cvlileba iwvevs<br />
moqalaqis da misi ojaxis wevrebis moqmedebis<br />
koreqtirebas garesamyarosTan.<br />
3. kulturuli faqtorebi arsebiT gavlenas axdens<br />
adamianTa samomxmareblo Cvevebis Camoyalibebaze.<br />
sociologebi miiCneven, rom adamianTa kulturis<br />
done sazogadoebasTan xangrZlivi urTierTobis<br />
Sedegad yalibdeba. kultura aris faseulobaTa aRqmis,<br />
survilebisa da qcevebis erToblioba, romelsac<br />
pirovneba ojaxisa da sxva mniSvnelovani institutebTan<br />
urTierTobaSi eufleba. maRali kulturis<br />
mqone adamianebi gadawyvetilebebs cxovrebis<br />
pirobebis Secnobis kvalobaze Rebuloben. dabali<br />
kulturis momxmareblisaTvis damaxasiaTebelia gadawyvetilebis<br />
miReba instiqtisa da mimbaZvelobis<br />
safuZvelze. kulturuli faqtoris gvalena xSirad<br />
konkretdeba viwro kulturuli anu subkulturuli<br />
CvevebiT. subkultura adamianTa kulturis Semadgeneli<br />
nawilia. igi damaxasiaTebelia admianTa<br />
konkretuli jgufisaTvis, romelsac cxovrebiseuli<br />
gamocdilebis da msgavs situaciebze dafuZnebuli<br />
erTian faseulobaTa sistema gaaCniaT. subkultura<br />
dakavSirebulia mraval faqtorTan. maga-<br />
133
134<br />
liTad, religiur (qristianoba, islami, budizmi da<br />
sxva) erTobasTan, partiul (respublikelebi, demokratebi,<br />
leiboristebi, socialistebi da a. S.) SexedulebebTan,<br />
regionul (qarTli, kaxeTi, imereTi<br />
da sxv.) da sxva TaviseburebasTan.<br />
4. pirovnuli faqtorebi yalibdeba asakis, cxovrebis<br />
xangrZlivobis etapebis, saqmianobis xasiaTis,<br />
cxovrebis stilis, pirovnuli Tvisebebis da sxva<br />
niSnebis gavleniT. momxmareblebi saqonlis SeZenis<br />
Sesaxeb gadawyvetilebas cvlian asakis cvlilebas-<br />
Tan dakavSirebiT. sxvadasxva asakSi icvleba adamianis<br />
kvebis racioni, drois biujetis gamoyenebis<br />
reglamenti, Cacmulobis stili da sxva. cxovrebis<br />
xangrZlivobis sxvadasxva etapze adamianebi cvlian<br />
garemosadmi damokidebulebas. ase magaliTad, martoxela<br />
axalgazrdebi umetesad garTobas, avtomanqanebs,<br />
stereoaparaturas, sasporto tansacmels<br />
da inventars etanebian; col-qmari, romelTac mcirewlovani<br />
(6 wlamde) asakis bavSvebi yavT umetesad<br />
bavSvTa kvebis produqtebs, sarecx saSualebebs,<br />
bavSvis tansacmels da saTamaSoebs SeiZens. mSoblebi,<br />
romlebsac ufrosi asakis bavSvebi yavs, met interess<br />
amJRavneben saskolo nivTebis, saxelmZRvaneloebis,<br />
musikaluri instrumentebis, tansacmlis<br />
da sxva sagnebis mimarT; xandazmuli mSoblebi (romelTa<br />
Svilebi damoukideblad cxovroben) mets<br />
fiqroben dasvenebaze, maTi sazrunavia dieturi<br />
kveba, medikamentebi, samedicino momsaxureba da a.<br />
S. pirovnuli faqtorebidan momxmarebelTa qcevaze<br />
arsebiT gavlenas axdens cxovrebis stili anu pirovnebis<br />
cxovrebis wesi, romelic aisaxeba mis saqmianobaSi,<br />
SexedulebebSi, interesebSi da qcevaSi.<br />
5. saqmianobis saxe anu profesia xSirad gansazRvravs<br />
momxmarebelTa damokidebulebas sagnebisadmi. magaliTad,<br />
muSas specialuri tansacmeli sWirdeba,<br />
mecnier-TanamSormels Jurnal-gazeTebi, wignebi<br />
da a. S.<br />
6. fsiqologiuri xasiaTis faqtorebSi erTiandeba<br />
adamianTa grZnobadi Semecnebis iseTi formebi, rogoricaa<br />
SegrZneba, aRqma da warmodgena. isini mWid-
o urTierTkavSirSi imyofebian, aRZraven saWiroebas<br />
da qmnian safuZvels saboloo gadawyvetilebis<br />
misaRebad.<br />
SegrZnebis procesSi adamianebi Rebuloben Tavdapirvelad<br />
informacias sagnebisa da movlenebis obieqtur Tvisebebze.<br />
amis safuZvelze isini aRiqvamen Sesabamis sagnebs da<br />
movlenebs da eqmnebaT warmodgena maTze. adamianTa grZnobadi<br />
Semecnebis es formebi azrovnebis procesSi (cneba, msjeloba,<br />
daskvna) gardaiqmneba realur (racionalur) Semecnebad.<br />
adamianebs eqmnebaT Sexedulebebi da mosazrebebi saganze,<br />
movlenaze, procesze, riTac isini xelmZRvaneloben gadawyvetilebis<br />
miRebis proceSi.<br />
martivi magaliTis safuZvelze SeiZleba gadmoices<br />
momxmareblis mier saqonlis SeZenis Sesaxeb gadawyvetilebis<br />
miRebis sqema. kerZod, Tu rogor Rebulobs igi gadawyvetilebas<br />
SeiZinos Tbili palto, qurqi an qurTuki. Tavdapirvelad<br />
zamTris susxs pirovneba realurad klimatis cvlilebasTan<br />
dakavSirebiT SeigrZnobs da amis safuZvelze aRiqvams<br />
mas, rogorc movlenis garegan mxares. SegrZnebisa da aRqmis<br />
es procesi permanentulia da saboloo jamSi saWiro ar aris<br />
zamTris susxi, raTa pirovnebas Seeqmnas warmodgena, rom<br />
zamTris dadgoma Tbil tansacmelze saWiroebas iwvevs. azrovnebis<br />
procesSi adamians aseT saWiroebaze eqmneba warmodgena,<br />
iwyebs masze msjelobas da akeTebs garkveul daskvnas.<br />
vinaodan damdegi zamTris sezonisTvis mas ar gaaCnia<br />
Tbili tansacmeli. saWiroa SeiZinos igi. bunebrivi azrovnebis<br />
procesi aq ar wydeba. momxmarebelma marTalia gaakeTa<br />
zogadi daskvna Tbili tansacmlis SeZenis Sesaxeb, magram<br />
Semdeg igi iwyebs am daskvnis konkretizacias. ubrundeba<br />
msjelobis process:<br />
� romeli maTgani — palti, qurqi, Tu qurTuki SeiZinos?<br />
rogori modelis an feris SeiZinos?<br />
� ra fasiani SeiZinos?<br />
� xom ar sjobs palto da qurTuki, an palto da qurqi<br />
SeiZinos? da a. S.<br />
gadawyvetilebis miRebis es procesebi dakavSirebulia<br />
momxmarebelTa mier bazarze qcevis motivebis gansazRvras-<br />
Tan anu motivaciasTan.<br />
motivacia aris mamoZravebeli Zala, romelic aiZulebs<br />
pirovnebas, eZebos moTxovnis dakmayofilebis gzebi. motiva-<br />
135
cia moicavs gamovlenis aqtiuri formas, romelic momxmareblis<br />
gacnobierebuli moTxovnidan gamomdinareobs da mimarTulia<br />
mis dakmayofilebis gzebis Ziebisaken. marketinguli<br />
saqmianobis erT-erTi amocanaa momxmarebelTa gadawyvetilebis<br />
motivaciis problemebis analizi.<br />
sociologebisa da fsiqologebis mier damuSavebulia<br />
momxmarebelTa qcevis motivaciis Teoriebi (modelebi). maT<br />
Soris ZiriTadia z. froidis, a maslous, f. herbergis da sxvaTa<br />
Teoriebi.<br />
z. froidis fsiqoanalizuri Teoriis mixedviT adamianis<br />
qceva or umTavres sawyiss — emociur da racionalur gadawyvetilebas<br />
Soris meryeobs. adamians mravali ocneba, miswrafeba,<br />
Cveva gaaCnia da misTvis advili ar aris maTi realuri<br />
samyaros kanonebTan SeTanawyoba. amitom mizanSewonilia<br />
maTi qcevis formirebaSi miznobrivi Careva. kerZod, momxmarebels<br />
SeiZleba gaegzavnos mimarTva, romliTac eZleva rCeva<br />
Tu rogor moiqces konkretuli gadawyvetilebis miRebis<br />
(romeli saqoneli, visgan, ramdeni da a. S. SeiZinos) procesSi.<br />
es ar gamoricxavs adamianis pirad samyaroSi SeWras da maTi<br />
ocnebis, miswrafebis, ideebis qcevis normebis xelovnur<br />
formirebas. magram aRniSnuli Teoria mas adamianTa keTildReobas<br />
ukavSirebs da amdenad dasaSvebad miiCnevs.<br />
a. maslous Teoria cdilobs pasuxi gasces problemas —<br />
ratomaa, rom adamianebs sxvadasxva droSi gansxvavebuli<br />
moTxovnileba gaaCnia? problemis axsnis mizniT igi adamian-<br />
Ta moTxovnilebis xuT safexurian sistemas gvTavazobs:<br />
1. fiziologiuri moTxovnileba (SimSili, wyurvili,<br />
sicive);<br />
2. TviTgadarCena (janmrTeloba, usafrTxoeba);<br />
3. socialuri moTxovnilebebi (siyvaruli, sulieri<br />
siaxlove, grZnoba);<br />
4. pativmoyvareoba (TavisTavisadmi pativiscema, aRiareba,<br />
statusi);<br />
5. TviTdamkvidreba (TviTganviTareba, damoukidebeli<br />
moqmedeba).<br />
am sistemis mixedviT adamiani miiswrafis moTxovnilebaTa<br />
erTobliobidan yvelaze mniSvnelovanis dakmayofilebisaken.<br />
es procesi garkveuli etapebis mixedviT xorcieldeba.<br />
magaliTad, mSier adamians (moTxovnileba 1) ar ainteresebs,<br />
Tu rogor afaseben mas garSemo myofni (moTxovnileba<br />
136
3) da arc politikuri aRiareba da dafaseba (moTxovnileba<br />
4). ufro metic, igi mniSvnelobas ar aniWebs janmrTelobasac<br />
ki (moTxovnileba 2). marketerma alRo unda auRos momxmarebelTa<br />
qcevis motivaciis am Taviseburebas.<br />
f. herbergis Teoriis mixedviT momxmarebelTa qcevis motivacia<br />
emyareba or faqtors — moTxovnilebis daukmayofileblobasa<br />
da dakmayofilebas. momxmarebeli meryeobs am or<br />
faqtors Soris. magaliTad, momxmarebels, romelsac gaaCnia<br />
1000 dolari SeuZlia SeiZinos sawoli garnituri an daisvenos<br />
zRvaze. erT-erTis dakmayofileba niSnavs meoreze, uaris<br />
Tqmas. Tu igi SeiZens sawol garniturs uari unda Tqvas<br />
zRvaze dasvenebis siamovnebaze. igi meryeobs am or faqtoris<br />
Soris. marketerma momxmareblis aseTi tipi unda ganawyos<br />
Tavis firmis sasargeblod.<br />
saqonlis SeZenisadmi myidvelTa qcevis motivebs yofen<br />
racionalur da emociur motivebad. racionalur motivebidan<br />
gansakuTrebiT aRniSnaven: saxsrebis momWirneobas; saqonlis<br />
xarisxsa da sargeblianobas; gamoyenebis aucileblobasa<br />
da Sedegebs da a. S. emociur motivebs miakuTvneben:<br />
sxvasTan SedarebiT upiratesobis grZnobas; sxvisgan gansxvavebis<br />
survils; komfortis grZnobas, aRfrTovanebas da SiSs;<br />
garTobas da a. S. yovelive es <strong>marketingis</strong> samsaxurma unda gaiTvaliswinos<br />
bazarze saqmianobis kompleqsuri programis<br />
Sedgebisa da ganxorcielebis procesSi.<br />
7.2. samomxmareblo saqonlis SeZenis procesi<br />
samomxmareblo saqonlis bazarze gamyidvelsa da myidvels<br />
Soris uSualo kontaqti myardeba. gamyidvels gadawyvetili<br />
aqvs gayidos saqoneli garkveul fasSi da elodeba<br />
myidvelis mier saqonlis SeZenis Sesaxeb gadawyvetilebis mi-<br />
Rebas. es procesi miuxedavad imisa, rom erTi SexedviT martivad<br />
gamoiyureba, sakmaod rTuli da etapobrivia.<br />
saqonlis SeZenis Sesaxeb myidvelTa gadawyvetilebis<br />
miRebis procesis ZiriTadi etapebia: problemis gacnobiereba;<br />
informaciis mokvleva; variantis Sefaseba; gadawyvetilebis<br />
miReba da nayidobis sisworis Sefaseba.<br />
1. problemis gacnobiereba (Secnoba) iwyeba momxmareblis<br />
mier saqonlis SeZenis aucileblobis da SesaZleblobis<br />
SegrZnebis, aRqmis, warmodgeniT da<br />
137
138<br />
gaazrebiT. saqonlis SeZenis survili aRiqmeba gare<br />
samyaros (saqonlis naxva, mibaZva da a. S.) an Sinagani<br />
faqtorebis (saWiroeba, aucilebloba da a. S.) gavleniT.<br />
marketeri unda gaerkves ra survili uCndeba<br />
myidvels? ram warmoSva survili? ra saxiT zemoqmedebs<br />
momxmarebelze calkeuli faqtori da a.<br />
S.<br />
2. informaciis mokvleva (mopoveba) miznad isaxavs saqonlis<br />
niSan-TvisebebSi momxmarebelTa gacnobierebas.<br />
miRebulma informaciam SeiZleba gaaZlieros<br />
saqonlis SeZenis survili an piriqiT Seasustos igi.<br />
marketeri unda ecados saTanado saSualebebiT<br />
(reklama, saqonlis Tvisebebis TvalsaCinoeba da a.<br />
S.) xeli Seuwyos informaciis dadebiTi Sedegebis<br />
amaRlebas.<br />
3. variantis anu alternativis Sefaseba gulisxmobs<br />
erTgvarovani saqonlidan xelsayreli modelis ar-<br />
Cevas. farTo diapazonis asortimentis saqonlis<br />
pirobebSi momxmarebeli cdilobs SearCios sauke-<br />
Teso (modeli, xarisxi, feri, fasi da a. S.). magali-<br />
Tad, kostiumis SeZenis dros momxmarebeli gansakuTrebul<br />
yuradRebas iCens modelis, qsovilis saxis,<br />
feris, Sekervis xarisxis, fasis da sxva niSnebis<br />
mimarT. amasTan sxvadasxva kategoriis momxmarebeli<br />
upiratesobas aniWebs ama Tu im niSans. mdidari<br />
angariSs ar uwevs saqonlis fass, xolo Raribi arsebiTad<br />
swored masze amaxvilebs yuradRebas.<br />
4. saqonlis SeZenis Sesaxeb gadawyvetilebis miReba<br />
yidva-gayidvis procesis yvelaze sapasuxismgeblo<br />
etapia. saqonlis SerCeva jer kidev ar niSnavs, rom<br />
myidveli aucileblad SeiZens mas. aq SeiZleba Tavi<br />
iCinos sawinaaRdmego faqtorebma. magaliTad, megobris<br />
rCevam, ojaxuri mdgomareobis cvlilebam,<br />
jamrTelobis gauaresebam, cnobam samuSaodan gan-<br />
Tavisuflebis Sesaxeb da a. S. es faqtorebi gansakuTrebiT<br />
iCens Tavs xangrZlivi moxmarebisa da Zvirad<br />
Rirebuli saqonlis SeZenis Sesaxeb gadawyvetilebis<br />
miRebis dros.<br />
5. gayidobis sisworis Sefaseba warmoadgens myidvelis<br />
mier saqonlis SeZenis Semdgom qcevas. am etapze
irkveva myidvelis damokidebuleba SeZenili saqonlis<br />
mimarT. saqonlis SeZeniT igi SeiZleba iyos kmayofili,<br />
Zalian kmayofili, ukmayofilo an Zalian<br />
ukmayofilo. es Sefaseba warmoadgens safuZvels.<br />
romlis mixedviTac myidveli aregulirebs Tavis<br />
Semdgom qcevebs. kmayofili myidveli siamovnebiT<br />
moixmars nayid saqonles, kvlav SeiZens mas, keTilad<br />
ganawyobs axloblebs mis SesaZenad da a. S. sawinaaRmdego<br />
qmedeba axasiaTebs ukmayofilo myidvels.<br />
yovelive amas arsebiTi mniSvneloba aqvs gamyidvelTaTvisac.<br />
gamyidvelis saukeTeso reklama —<br />
es kmayofili myidvelia.<br />
saqonlis SeZenis Semdeg myidvels arc Tu iSviaTad<br />
warmoeqmneba aRfrTovanebis an imedgacruebis grZnoba. aRfrTovaneba<br />
warmoiqmneba maSin, roca nayidi saqoneli Tavisi<br />
TvisebebiT aWarbebs mosalodnel efeqts. magaliTad, nayidi<br />
avtomanqanis eqsploatacia iZleva sawvavis ufro met danazogs,<br />
vidre es saeqsploatacio pirobebSia miTiTebuli. momxmarebelTa<br />
praqtikaSi arc Tu iSviaTia imedgacruebiT gamowveuli<br />
diskomforti. aseT SemTxvevaSi SenaZeni iZleva e.<br />
w. SemecnebiT disonanss, rac uaryofiTad moqmedebs myidvelis<br />
momavali saqmianobis Sedegze. SemecnebiTi disonansi es<br />
aris myidvelis diskomfortiT gamowveuli yidvis Semdgomi<br />
ukmayofileba. rodesac myidveli aseT mdgomareobaSi aRmoCndeba,<br />
igi aRniSnulis Sesaxeb avrcelebs informacias Tavis<br />
garemocvaSi, riTac Tavis gavlenis qveS aqcevs maT. Sedegi<br />
ki is aris, rom ukmayofilo myidveli iqceva SeunarCunebel<br />
myidvelad da amave dros aferxebs myidvelTa mizidvas,<br />
vinaidan es ukanasknelni ukmayofilo myidvelis gavleniT<br />
arakeTolganwyobili rCebian mocemuli saqonlis mimarT.<br />
firmebis mesveurebis, pirvel rigSi <strong>marketingis</strong> samsaxuris,<br />
Zalisxmeva mimarTuli unda iyos analogiuri SemTxvevebis<br />
ganmtkicebisaken. maT yovelmxriv unda ecadon (gamoasworon<br />
defeqti, Seucvalon nayidi saqoneli da a. S.) daibrunon ukmayofilo<br />
myidveli, aqcion igi SenarCunebul myidvelad da<br />
amiT uzrunvelyon axali myidvelis momxrobac.<br />
139
7.3. sawarmoo daniSnulebis saqonlis SeZenis procesis<br />
Taviseburebebi<br />
sawarmoo daniSnulebis saqoneli anu warmoebis saSualebebi<br />
moicavs manqanebs, mowyobilobebs, naxevarfabrikatebs,<br />
nedleuls, masalebs da sxva saxis saqonels. am saqonlis<br />
myidvelebi arian biznesmenebi da firmebi (kerZo pirebi,<br />
sawarmoebi, organizaciebi da a. S.). sawarmoo daniSnulebis<br />
saqonlis bazari ekonomikur literaturaSi formulirdeba,<br />
rogorc biznes (saqmiani) bazari. saqarTveloSi moqmedi kanonmdeblobis<br />
Sesabamisad funqcionirebs biznesis Semdegi<br />
saxis organizaciul-samarTlebrivi formebi: individualuri<br />
sawarmo; solidaruli pasuxismgeblobis sazogadoeba; komandituri<br />
sazogadoeba; SezRuduli pasuxismgeblobis sazogadoeba;<br />
saaqcio sazogadoeba; kooperativi.<br />
aRniSnuli organizaciuli firmebi warmoadgenen biznes<br />
bazris subieqtebs. bazrisadmi maTi damokidebuleba ormxrivia.<br />
erTi mxriv, bazarze yiduloben sawarmoo daniSnulebis<br />
saqonels da gvevlinebian, rogorc myidvelebi. meore<br />
mxriv, yidian sakuTar produqcias da bazarze gamodian, rogorc<br />
gamyidvelebi.<br />
sawarmoo daniSnulebis saqonlis myidvelTa saqmianoba<br />
garkveulad gansxvavdeba samomxmareblo saqonlis myidvel-<br />
Ta saqmianobisagan. maT Soris arsebuli gansxvaveba ZiriTadad<br />
asaxulia qvemoT motanil cxrilSi 7.1.<br />
sawarmoo daniSnulebis saqonlis SeZenis procesi Semdegi<br />
etapebisagan Sedgeba: problemis gacnobiereba (Secnoba);<br />
moTxovnis ganzogadeba; saqonlis niSan-Tvisebis Sefaseba;<br />
mimwodeblis SerCeva; SekveTis Sedgena; mimwodeblis saqmianobis<br />
Sefaseba; saqonlis SeZenis Sesaxeb gadawyvetilebis<br />
miReba. saqonlis SeZena da yidvis Semdgomi Sefaseba.<br />
1. saqonlis SeZenis calkeuli etapi ganicdis iseTi<br />
kompleqsuri faqtorebis gavlenas, rogoricaa: garemomcveli<br />
faqtorebi; organizaciuli faqtorebi;<br />
pirovnebaTSorisi urTierTobebis ganmsazRvreli<br />
faqtorebi; individualuri (pirovnuli) faqtorebi.<br />
2. garemomcveli viTareba (garemo) gulisxmobs, rom<br />
myidveli ganicdis iseTi faqtorebis gavlenas rogoricaa:<br />
mimdinare moTxovna; biznesis ganviTarebis<br />
140
done; ekonomikis mimdinare mdgomareoba da pespeqtivebi;<br />
mecnierul-teqnikuri progresis tempebi;<br />
konkurentTa mdgomareoba; politikuri situaciebi<br />
da sxv.<br />
cxrili 7.1.<br />
sawarmoo da samomxmareblo daniSnulebis<br />
saqonlis Sesyidvis Taviseburebebi<br />
maCveneblebi sawarmoo<br />
daniSnulebis<br />
saqoneli<br />
myidveli subieqti sawarmoebi da<br />
organizaciebi<br />
SeZenis daniSnuleba gadamuSavebagamoyeneba<br />
an gayidva<br />
samomxmareblo (piradi<br />
moxmarebis) saqoneli<br />
individi, ojaxi<br />
piradi an saojaxo<br />
moxmareba<br />
myidvelTa raodenoba mcirericxovani mravalricxovani<br />
SeZenis masStabi did partiebad,<br />
biTumad<br />
mcire partiebad,<br />
calobiT,<br />
kilogramobiT da a. S.<br />
SeZenis bazari produqciis gamoSveba piradi moxmareba<br />
gadawyvetileba<br />
ZiriTadi koleqtiuri ZiriTadad<br />
SeZenis Sesaxeb<br />
individualuri<br />
SeTanxmebis miRweva molaparakebis<br />
safuZvelze<br />
molaparakebis gareSe<br />
SeZenis dokumenturi specifikacia,<br />
aRweriloba, moda,<br />
safuZveli<br />
teqnikuri<br />
dokumentaciebi<br />
sertifikati<br />
fasTan<br />
saqonlis fasis da arsebuli fasis<br />
damokidebuleba mimwodeblis<br />
gamokvleva<br />
gaTvaliswineba<br />
moTxovnis xasiaTi mwarmoebluri aramwamoebluri<br />
moTxovnis cikluroba maRali cikluri iSviaTi cikluri<br />
cvalebadoba<br />
cvalebadoba<br />
moTxovnis<br />
elastikuroba<br />
araelastikuri elastikuri<br />
saqonelgamtari<br />
arxebi<br />
mcire gacilebiT meti<br />
3. pirovnebaTaSoris urTierTobis faqtorebi warmoadgens<br />
firmis funqciuri samsaxurebis (m. S. <strong>marketingis</strong><br />
samsaxurebis), menejerebisa da specialistebis<br />
saqmiani Tvisebebis kompleqss. es urTierTobebi<br />
141
moicavs: urTierTinteresebs; urTierTSoris uflebamosilebaTa<br />
ganawilebas; urTierTgagebas; Tanam-<br />
SromelTa funqciis swor gagebas; sakuTari Tavis<br />
wardgenis da sxvis darwmunebis unars. firmis wevrebs<br />
kargad aqvT ganviTarebuli unarTa es kompleqsi<br />
biznes bazris problemebi warmatebiT gadaiWreba<br />
da miiRweva sasurveli Sedegebi, SesaZlebeli gaxdeba<br />
saqmianobis warmarTva efeqtianad.<br />
4. organizaciuli faqtori moicavs: marTvis organizebis<br />
dones; samTavrobo miTiTebebs; saqmianobis<br />
meTodebs; organizaciul struqturas; gasaRebis<br />
meqanizms da sxva.<br />
pirovnul-individualuri urTierTobebi aerTianebs<br />
faqtorebis erTobliobas, romelic dakavSirebulia biznesmenTa<br />
(mewarmeTa) subieqtur TvisebebTan. am jgufSi Tavs iyris<br />
Semdeg konkretuli faqtorebi: uflebamosileba; statusi;<br />
Tanamdebobrivi mdgomareoba; piradi avtoriteti; gardasaxvis<br />
SesaZlebloba; darwmunebis unari, riski da sxva.<br />
sasurvelia, rom biznes bazarze dacul iqnes asakobrivi<br />
da genderuli harmonia. gadawyvetilebis miRebis proces-<br />
Si muSakebi SerCeul unda iqnes saqmiani TvisebebiT da ara<br />
asakobrivi an sqesobrivi niSniT. gaTvaliswinebul unda iqnes,<br />
rom axalgazrdebSi momatebulia riskis faqtori, xandazmulebi<br />
ki umeteswilad TavSekavebulebi arian, magram<br />
didi gamocdileba gaacniaT. qalbatonebi ufro saTuTi damokidebulebiT<br />
gamoirCevian, vidre mamakacebi da a. S.<br />
firmis momarageba-gasaRebis (logistikis), <strong>marketingis</strong><br />
sxva samsaxurebi iTvaliswineben aRniSnul faqtorebis<br />
moqmedebis Taviseburebebs da amis safuZvelze Rebuloben<br />
komerciul gadawyvetilebas, romelic unda emyarebodes<br />
momxmarebelTa yovelmxriv Seswavlas.<br />
142
Tavi 8. bazrebis gamokvleva da<br />
segmentacia<br />
8.1. bazris gamokvleva da misi obieqtebi<br />
bazris erTian sistemaSi mniSvnelovani adgili ukavia<br />
sasaqonlo bazars. igi warmoadgens bazris iseT saxeobas, sadac<br />
koncentrirebulia saqonelze moTxovna-miwodebisaTvis damaxasiaTebel<br />
urTierTobaTa erToblioba.<br />
sasaqonlo bazrebi warmodgenilia sxvadasxva saxis saqonlis<br />
bazris saxiT. calkeuli saxis saqonlis bazris gamoyofas<br />
safuZvlad udevs saqonlis niSan-Tviseba (daniSnuleba,<br />
xarisxi, samomxmareblo Tvisebebi da gamoyenebis Taviseburebani).<br />
sasaqonlo bazris klasifikaciis procesSi erTmaneTisagan<br />
ganasxvaveben bazris or ZiriTad saxeobas:<br />
1) sawarmoo daniSnulebis saqonlis (warmoebis saSualebebis)<br />
bazars, romelic moicavs manqanebis, mowyobilobis,<br />
nedleulis, masalebis, naxevarfabrikatebis<br />
da sxva saxis saqonlis bazars;<br />
2) samomxmareblo (piradi moxmarebis) saqonlis bazars,<br />
romelic Tavdapirvelad iyofa sasursaTo da<br />
arasasursaTo saqonlis bazrebad. sasursaTo saqonlis<br />
bazridan gamoiyofa purproduqtebis, Saqris,<br />
xorcis, rZis, xil-bostneulis da kvebis sxva<br />
produqtebis bazari. arasasursaTo saqonlis bazari<br />
iyofa qsovilebis, Sekerili nawarmis, fexsacmlis,<br />
avejis, rkina-kaveulis da mravali sxva saxis<br />
saqonlis bazrad.<br />
sasaqonlo bazarze mimdinare procesebi sxvadasxva pirobebisa<br />
da faqtorebis gavleniT yalibdeba. maT Soris gansakuTrebiT<br />
aRsaniSnavia mosaxleobis Semosavlebis done,<br />
saqonlis miwodebis moculoba da struqtura, produqtis<br />
xarisxi, fasi da sxva, romlebic saboloo jamSi gansazRvravs<br />
bazarze moTxovna-miwodebis Tanafardobas. swored am faqtorebis<br />
moqmedebis gavlenis SeswavliT iwyeba sasaqonlo<br />
bazris gamokvleva.<br />
sasaqonlo bazrebis kompleqsuri gamokvleva firmis<br />
marketinguli saqmianobis organuli nawilia. sasaqonlo<br />
bazris gamokvlevis mizania bazarze mimdinare movlenebisa<br />
143
da procesebisaTvis damaxasiaTebeli kanonzomierebebis gamovlena,<br />
Sefaseba da maTi ganviTarebis konkretuli mimar-<br />
Tulebis gansazRvra. zogadad kvleva da maT Soris bazrisa<br />
ori ZiriTadi mimarTulebiT xdeba — igi gulisxmobs pozitiur<br />
da normalur kvlevas. pozitiuri kvleva gulisxmobs bazarze<br />
arsebul mdgomareobis gamokvlevas. misgan gansxvavebiT<br />
normatiuli kvleva scildeba arsebuli mdgomareobis<br />
Seswavlis farglebs da cdilobs pasuxi gasces kiTxvas:<br />
� rogori unda iyos sakvlevi problemis idealuri<br />
mdgomareoba?<br />
� rogor unda ganviTardes misTvis damaxasiaTebeli<br />
movlenebi?<br />
normatiuli kvlevis ganxorcieleba bazris gamokvlevis<br />
winaSe ayenebs Semdeg amocanebs:<br />
� sasaqonlo bazris ganviTarebis Sesaxeb informaciis<br />
mopoveba, damuSaveba da analizi;<br />
� sasaqonlo bazris ganviTarebaze moqmedi faqtorebis<br />
gamovlena da maTi gavlenis donis Sefaseba;<br />
� bazris ganviTarebis miRweuli donis gansazRvra;<br />
� bazris ganviTarebis ZiriTadi mimarTulebebis<br />
prognozireba da misi srulyofis rekomendaciebis SemuSaveba;<br />
� prognozirebis realizaciisa da bazarze moqmedebis<br />
programis Sedgena.<br />
sasaqonlo bazris kompleqsuri gamokvlevis ZiriTadi<br />
obieqtebi anu problemebi: moTxovna, miwodeba, fasi, konkurencia<br />
da sxva maCveneblebi. isini rTuli da mravalmxrivi<br />
kategoriebia da xSirad sapirispiro mimarTulebiTac moqmedeben.<br />
amitom bazris gamokvlevis procesSi saWiroa ganisaz-<br />
Rvros TiToeuli maTganis adgili bazarze Seqmnili situaciebis<br />
formirebaSi, dadgindes maTi urTierTzemoqmedebis<br />
xarisxi da ganxorcieldes sabazro situaciebis Sefaseba.<br />
sasaqonlo bazris gamokvlevis procesSi am maCveneblebis<br />
analizi gulisxmobs garkveuli principebisa da meTodebis<br />
gamoyenebas. maT unda uzrunvelyon kvlevis obieqtisadmi<br />
programul-miznobrivi, sistemuri, kompleqsuri da diferenciuli<br />
midgoma.<br />
sawarmoTa <strong>marketingis</strong> samsaxurebi sasaqonlo bazris<br />
gamokvlevis process anxorcieleben Tanmimdevrulad da<br />
144
etapobrivad. gamokvlevis procesSi gansakuTrebuli yurad-<br />
Reba eqceva moTxovnas, miwodebas, konkurencias, saqonlis<br />
gayidvis mdgomareobas, bazris koniunqturas da sawarmos<br />
saqmianobis sxva maCveneblebs. amis gaTvaliswinebiT bazris<br />
gamokvlevis procesSi gamoyofen Semdeg ZiriTad etapebs:<br />
� bazarze arsebuli moTxovnis gamokvleva;<br />
� sasaqonlo miwodebis mdgomareobis gamokvleva;<br />
� bazarze mimdinare konkurenciis gamokvleva;<br />
� dargobrivi bazris koniunqturis gamokvleva;<br />
� bazarze saqmianobis mizanSewonilobis gamokvleva.<br />
mokled ganvixiloT aRniSnuli etapebis Taviseburebani.<br />
1. moTxovnis gamokvleva gulisxmobs bazarze arsebuli<br />
da potenciuri (faruli) moTxovnis gamovlenas<br />
da gaangariSebas. bazris gamokvlevis es etapi moicavs<br />
iseT stadiebs rogoricaa: bazris segmentacia;<br />
momxmarebelTa moTxovnis motivacia da daukmayofilebeli<br />
moTxovnis gansazRvra.<br />
sasaqonlo bazris segmentacia niSnavs bazarze momxmarebelTa<br />
dayofas geografiuli, qonebrivi, sqesobriv-asakobrivi<br />
da sxva niSnis mixedviT. am safuZvelze <strong>marketingis</strong><br />
samsaxurebi gansazRvraven sasurvel segments da TavianT<br />
saqmianobaSi ZiriTad orientacias iReben masze.<br />
momxmarebelTa moTxovnis warmomqmneli motivebi ganisazRvreba<br />
sxvadasxva faqtoris (fuladi Semosavlebis done,<br />
sasaqonlo miwodebis moculoba da struqtura, fasebis done<br />
da sxva) gavleniT. momxmarebelTa moTxovnis motivaciaze<br />
moqmedi faqtorebi erTmaneTTan mWidro kavSirSi imyofebian.<br />
erTi maTganis cvlileba gavlenas axdens sxva faqtoris<br />
moqmedebis xasiaTze da a. S. magaliTad, sxva Tanabar pirobeb-<br />
Si fasebis Semcireba iwvevs moTxovnis sididis zrdas; es ki<br />
arsebiT gavlenas axdens sabazro wonasworobaze da moiTxovs<br />
sasaqonlo miwodebis gadidebas da a. S.<br />
daukmayofilebeli moTxovnis gamovlena saSualebas<br />
iZleva ganisazRvros saqonlis raodenoba, romelic saWiroa<br />
damatebiT miewodos bazars. daukmayofilebeli moTxovnis<br />
gamovlenis mizniT <strong>marketingis</strong> samsaxurebi iyeneben sxvadasxva<br />
meTods, romelTa Soris gansakuTrebiT aRsaniSnavia ga-<br />
145
mokiTxvebi, gamofena-gayidvebi, eqspertuli Sefasebebi,<br />
moTxovnis registraciis Jurnalebi da sxva.<br />
2. sasaqonlo bazris srulfasovani Seswavla moiTxovs<br />
sasaqonlo miwodebis mdgomareobis da SesaZleblobebis<br />
gamokvlevas. am etapze <strong>marketingis</strong><br />
samsaxurebi axdenen saqonlis miwodebisaTvis damaxasiaTebeli<br />
Semdegi maCveneblebis Seswavlas: saqonlis<br />
miwodebis wyaroebis dadgena; mimwodebel<br />
sawarmoTa SesaZleblobebis Seswavla; miwodebuli<br />
saqonlis xarisxis, samomxmareblo Tvisebebis da<br />
fasis analizi; miwodebis pirobebis Sesrulebis xarisxis<br />
da sxva parametrebis Seswavla da a. S.<br />
analizis dros mimwodebelTa erToblioba SeiZleba<br />
daiyos gansxvavebul jgufebad. maT Soris ZiriTadia: avangardi<br />
sawarmoebi; perspeqtiuli sawarmoebi; CamorCenili sawarmoebi;<br />
uperspeqtivo sawarmoebi da sxva. avangard sawarmoebisaTvis<br />
damaxasiaTebelia axali da moduri saqonlis miwodebis<br />
wilis zrda, miwodebis struqturis swrafi ganaxleba,<br />
saqonlis kargi xarisxi, miwodebis vadebis maqsimaluri<br />
dacva da a. S. perspeqtiuli sawarmoebi xasiaTdebian samomavlo<br />
SesaZleblobebis (saqonlis warmoebis zrdisa da asortimentis<br />
ganaxlebis SesaZleblobebi, xarisxis gaumjobeseba,<br />
zomieri fasebi da a. S) farTo speqtriT. aseT sawarmoebTan<br />
urTierToba gamyidvelTaTvis yovelmxriv xelsayreli da<br />
sasurvelia, rasac moklebulia CamorCenili da uperspeqtivo<br />
sawarmoebi.<br />
sasaqonlo miwodebis gamokvleva saSualebas iZleva ganisazRvros<br />
samomavlo kavSirebi mimwodebel da savaWro sawarmoebs<br />
Soris. gamokvlevis procesSi gamoiyeneba eqspertuli<br />
Sefasebis, gamofena-gayidvis, gamofena-daTvalierebis<br />
da sxva meTodebi.<br />
3. gamokvlevis momdevno etapze xorcieldeba bazarze<br />
arsebuli konkurenciis analizi. es procesi warimarTeba<br />
Semdegi mimarTulebiT: aSkara da potenciuri<br />
konkurentebis gamovlena; konkurentTa saqmianobis<br />
miznisa da strategiis analizi; konkurentTa<br />
saqmianobis Zlieri da susti mxareebis gamovlena.<br />
aSkara da potenciur konkurentTa gamovlena xorcieldeba<br />
ama Tu im sasaqonlo bazarze konkurentTa wilis<br />
146
dadgenis gziT. am TvalsazrisiT mizanSewonilia konkurentTa<br />
dajgufeba Semdegi niSnebis mixedviT: sawarmoebi, romlebsac<br />
analogiuri saqoneli gamoqvT mocemul bazarze; sawarmoebi,<br />
romlebsac analogiuri saqoneli gamoaqvT sxva regionebis<br />
bazarze; sawarmoebi, romlebic awarmoeben Semcvlel<br />
saqonelsa da SeiZleba gamoitanon igi firmisTvis saintereso<br />
bazarze. konkurentTa SesaZleblobebis gamovlenis<br />
mizniT iyeneben anketuri gamokiTxvis, eqspertuli Sefasebis,<br />
analogiisa da sxva meTodebs.<br />
konkurentTa saqmianobis miznisa da strategiis analizis<br />
procesSi mxedvelobaSi Rebuloben iseT maCveneblebs<br />
rogoricaa: konkurentTa mier gamoSvebuli (an realizebuli)<br />
saqonlis moculobis zrdis tempi; warmoeba-gasaRebis<br />
politikis mizani; gasaRebis strategia da taqtika; warmoebis<br />
(an mimoqcevis) xarjebis done da struqtura; konkurentsawarmoTa<br />
rentabelobis maCvenebeli da sxva.<br />
konkurentTa saqmianobis Zlieri da susti mxareebis<br />
gamovlena warmoadgens sabazro konkurenciis gamokvlevis<br />
damamTavrebel stadias. am stadiaze vlindeba konkurentTa<br />
upiratesobani da susti mxareebi. savaWro-gasaRebis saqmianobaSi<br />
konkurentTa upiratesobas miekuTvneba: produqciis<br />
farTo asortimenti da kargi xarisxi; keTilmowyobili savaWro<br />
obieqtebi; momsaxurebis kultura; saqmiani reklama<br />
da sxva. aRniSnul maCvenebelTa mxiedviT arsebuli naklovanebebi<br />
ki konkurentTa sisustis dasturia.<br />
4. bazris gamokvlevis mniSvnelovani etapia dargobrivi<br />
koniunqturis gamokvleva. misi mizania dadgindes<br />
dargis ganviTarebis ZiriTadi perspeqtivebi<br />
mocemuli saxis produqciis warmoebis, gasaRebis,<br />
momgebianobis da sxva TvalsazrisiT. es etapi moicavs<br />
Semdeg stadiebs: dargis nomenklaturis produqciaze<br />
moTxovnis cvlilebis analizi; dargobrivi<br />
struqturis analizi; dargis ganviTarebis<br />
tendenciebis gansazRvra.<br />
dargis nomenklaturis produqciaze moTxovnis cvlilebis<br />
analizi xorcieldeba saqonelbrunvisa da moTxovnis<br />
Sesabamisobis dadgenis safuZvelze. amis Sedegad vlindeba<br />
bazarze arsebuli pozitiuri da negatiuri movlenebi. ase<br />
magaliTad, xarvezebi produqciis warmoebis sferoSi gamoixateba<br />
produqciis deficitSi, SezRudul asortimentSi,<br />
147
mdare xarisxSi da a. S. produqciis gasaRebis sferoSi arsebuli<br />
xarvezebia mouqneli komerciuli aparati, savaWro qselis<br />
araracionaluri gamoyeneba, aradamakmayofilebeli<br />
reklama da a. S.<br />
dargobrivi struqturis analizi gulisxmobs iseTi sawarmoebis<br />
saqmianobis analizs, rogoricaa: analogiuri produqciis<br />
mwarmoeblebi; urTierTSemcvleli saqonlis mwarmoeblebi;<br />
konkurentebi; mimwodeblebi; momxmareblebi da<br />
sxva. maTi saqmianobisa da varaudebis Seswavla saSualebas<br />
iZleva gamovlindes dargobrivi struqturis sasurveli da<br />
arasasurveli variantebi.<br />
sasaqonlo bazris dargobrivi tendenciebis analizis<br />
stadiaze ganisazRvreba bazris ganviTarebis persperqtivebi.<br />
am stadiaze muSavdeba gadawyvetilebebi produqciis warmoebis<br />
Semdgomi ganviTarebis Sesaxeb. mis centralur problemas<br />
warmoadgens saqonlis sasicocxlo ciklis xangrZlivobis<br />
dadgena.<br />
bazris gamokvlevis aRniSnuli etapebi da stadiebi ZiriTadad<br />
amowuravs sasaqonlo-regionuli bazris gamokvlevisadmi<br />
wamoyenebul moTxovnebs. magram vinaidan igi Semoifargleba<br />
mxolod im bazris CarCoebiT, romelzec konkretuli<br />
sawarmo yidis Tavis saqonels, ver iZleva srul warmodgenas<br />
bazris saerTo problemebis Sesaxeb. saqme is aris,<br />
rom swori gadawyvetilebis miReba SeuZlebelia saerTo<br />
erovnuli da msoflio bazrebis pirobebis saTanado gamokvlevis<br />
gareSe. am pirobebidan gansakuTrebiT aRsaniSnavia:<br />
ekonomikis ganviTarebis miRweuli done erovnul da msoflio<br />
ekonomikis masStabiT; teqnologiuri miRwevebi, romlebic<br />
aqtiurad zemoqmedeben gasaRebis bazarze; saxelmwifo<br />
politikis da saerTaSoriso mdgomareobis gavlena bazris<br />
mdgomareobaze; fasebis done erovnul da msoflio bazarze;<br />
valutis kursi; sagadasaxado politika; demografiuli faqtorebi;<br />
kulturul-eTikuri aspeqtebi; eTnikuri konfliqtebi<br />
da sxva.<br />
5. bazris gamokvlevis sistemaSi daskvniT etaps warmoadgens<br />
im SesaZleblobebisa da siZneleebis analizi,<br />
romelic dakavSirebulia warmoeba-gasaRebis<br />
operaciebis gafarToebasa da maT warmatebiT ganxorcielebasTan.<br />
am etapze gamokvlevis obieqti<br />
xdeba Semdegi maCveneblebi: warmoeba-gasaRebis<br />
148
programis ganaxleba; cvlileba asortimentul<br />
koncefciaSi; gasaRebis axali bazris Zieba; fasebis<br />
politikis gadasinjva; konkurentebTan urTierTobis<br />
mogvareba da sxva. aRniSnuli sakiTxebis Sesaxeb<br />
gadawyvetilebis SemuSavebis procesSi mxedveloba-<br />
Si miiReba, rogorc konkrentul sasaqonlo-regionul,<br />
ise erovnul da msoflio bazarze arsebul<br />
mdgomareoba.<br />
sasaqonlo bazris gamokvlevis Sedegebi gamoiyeneba sawarmoebis<br />
(firmebis) <strong>marketingis</strong> strategiisa da taqtikis<br />
gansazRvris procesSi. gamokvlevis Sedegebis safuZvelze<br />
xdeba gadawyvetilebebis dasabuTeba iseT sakiTxebze rogoricaa:<br />
bazris koniunqturis Sefaseba; bazris tevadobis gansazRvra;<br />
sawarmoo programis Sedgena; asortimentuli koncefciis<br />
SemuSaveba; fasebis politikis gansazRvra; bazris<br />
segmentacia da sxva.<br />
8.2. bazris tevadoba. prognozireba<br />
bazari, rogorc mTlianad, ise calkeuli sasaqonlo<br />
jgufisa da regionis mixedviT xasiaTdeba garkveuli tevadobiT.<br />
bazris tevadobis cnebaSi igulisxmeba bazarze saqonlis<br />
realizaciis SesaZlo moculoba. es debuleba Tavis-<br />
Tavad sworia, magram saWiroebs garkveul dazustebas. saqme<br />
is aris, rom saqonlis realizaciis SesaZlo moculoba ar unda<br />
gaigivebuli myidvelobiTi moTxovnis sididesTan. bazarze<br />
saqonlis (momsaxurebis) realizaciis SesaZlo moculoba<br />
anu bazris tevadoba unda ganisazRvros, erTi mxriv, moTxovnis,<br />
xolo meore mxriv, sasaqonlo miwodebis TanafardobiT.<br />
am TanafardobaSi moTxovna gansazRvravs saqonlis Se-<br />
Zenis SesaZleblobas, xolo miwodeba am SesaZleblobis realuri<br />
dakmayofilebis dones. sxva Tanabar pirobebSi, rodesac<br />
moTxovna metia miwodebaze saqonlis gayidvis SesaZlo<br />
moculobas gansazRvravs miwodeba, xolo rodesac miwodeba<br />
sWarbobs moTxovnas, saqonlis SeZenis SesaZleblobas gansazRvravs<br />
moTxovna. moTxovnasa da miwodebas Soris Tanafardoba<br />
ar aris ucvleli sidide. fasebis moZraoba (sxva<br />
faqtorebTan erTad) iwvevs am Tanafardobis cvlilebas da<br />
sabazro wonasworobis damyarebas.<br />
149
aRniSnulidan gamomdinare bazris tevadoba unda iqnes<br />
gagebuli, rogorc saqonlis yidva-gayidvis realuri Tanafardoba.<br />
amis gaTvaliswinebiT bazris tevadoba ganisaz-<br />
Rvreba miwodebuli saqonlis fasebis jamisa da misi Sesabamisi<br />
myidvelobiTi moTxovnis moculobiT.<br />
bazris ganviTarebis, misi tevadobis gansazRvris dros<br />
amosaval moments warmoadgens moTxovna, miwodeba da fasi.<br />
amasTan unda vicodeT, rom bazris tevadoba, misi cvlileba<br />
damokidebulia mraval pirobaze da faqtorze. isini SeiZleba<br />
iyvnen socialuri, ekonomikuri, demografiuli da bunebriv-klimaturi<br />
xasiaTis matareblebi. bazris tevadobis ganmsazRvreli<br />
pirobebisa da faqtorebis mTeli sistema SeiZleba<br />
dajgufdes Semdegi Taviseburebis gaTvaliswinebiT:<br />
� bazris tevadobis ganviTarebis ganmsazRvreli pirobebi;<br />
� bazris tevadobis ganviTarebis ganmsazRvreli wyaroebi;<br />
� bazris tevadobis ganviTarebis ganmsazRvreli faqtorebi.<br />
bazris arsebobis, misi tevadobis cvlilebis pirobas<br />
warmoadgens moTxovna da miwodeba. isini evlinebian, rogorc<br />
bazris elementebi, misi ori mxare, romelTa gareSe ar<br />
arsebobs bazari. bazris subieqtebia myidveli da gamyidveli.<br />
myidveli bazarze gamodis Tavisi moTxovniT, rac fulad<br />
maCvenebelSia gamosaxuli, xolo gamyidvels gamoaqvs saqoneli<br />
(momsaxureba), rac agreTve fasis meSveobiT fulad Sefasebas<br />
Rebulobs.<br />
bazris arsebobis wyaros warmoadgens sasaqonlo warmoeba<br />
da myidvelTa fuladi Semosavali. isini gvevlinebian<br />
ra miwodebisa da moTxovnis formirebis wyaroebad saboloo<br />
jamSi ganapirobeben bazris arsebobas.<br />
bazris ganviTarebis ganmsazRvrel faqtorebs warmoadgenen:<br />
miwodebuli saqonlis fasebis done; fasiani momsaxurebis<br />
tarifebis done; mosaxleobis calkeuli saqonliT<br />
uzrunvelyofis done; myidvelTa raodenoba, maTi gemovneba<br />
da midrekileba; samomxmareblo molodini; fasebi SeuRlebul<br />
da urTierTSemcvlel saqonelze; gamyidvelTa ricxvi; gadasaxadebis<br />
sidide; mosaxleobis sqesobriv-asakobrivi Semadgenloba,<br />
ganaTleba, profesia da sxva; urbanizaciis procesi;<br />
bunebriv-klimaturi Taviseburebebi da a. S.<br />
150
marketinguli saqmianobis mniSvnelovani etapia bazris<br />
ganviTrebis maCvenebelTa prognozireba. praqtikaSi miRebulia<br />
prognozebis klasifikacia iseTi niSnebis gaTvaliswinebiT<br />
rogoricaa: prognozirebis obieqti; prognozirebis gavrcelebis<br />
teritoriuli masStabi; prognozirebis xangrZlivoba;<br />
prognozirebis procesSi gamoyenebuli meTodebis raodenoba<br />
da a. S.<br />
prognozirebis obieqtis mixedviT marketingul saqmianobaSi<br />
arsebuli prognozirebis ZiriTadi saxeebia: moTxovnis<br />
moculobisa da struqturis prognozi; saqonlis warmoebis<br />
moculobisa da struqturis prognozi; saqonelbrunvis<br />
prognozi da a. S.<br />
prognozebis gavrcelebis teritoriuli masStabebis<br />
gaTvaliswinebiT ganasxvaveben mTeli qveynis an misi calkeuli<br />
regionis (avtonomia, mxare, qalaqi, raioni) mixedviT Sesrulebul<br />
prognozs.<br />
prognozebis gamoyenebis xangrZlivobis gaTvaliswinebiT<br />
ganasxvaveben moklevadian, saSualovadian da grZelvadian<br />
prognozebs.<br />
prognozirebis procesSi gamoyenebuli meTodebis raodenobis<br />
gaTvaliswinebiT gamoyofen simpleqsur, dupleqsur<br />
da kompleqsur prognozebs. simpleqsuri prognozebi<br />
Sesrulebulia erT romelime meTodis gamoyenebiT. dupleqsuri<br />
— ori meTodis, xolo kompleqsuri — sami da meti meTodis<br />
gamoyenebiT.<br />
bazris ganviTarebis maCvenebelTa prognozirebis mizniT<br />
ZiriTadad gamoiyeneba Semdegi meTodebi:<br />
� eqstrapolaciis meTodi;<br />
� normatiuli meTodi;<br />
� eqspertuli Sefasebis meTodi;<br />
� elastikurobis koeficienti;<br />
� ekonomikur-maTematikuri modelireba.<br />
eqsploataciis meTodi gulisxmobs ukve Camoyalibebuli<br />
kanonzomierebebis, tendenciebis, tempebisa da proporciebis<br />
gavrcelebas momaval (saprognozo) periodze. eqstrapolacia<br />
karg Sedges iZleva maSin, rodesac saprognozo<br />
maCveneblis ganviTarebis ganmsazRvreli faqtorebi arsebi-<br />
Tad ar icvleba saprognozo periodSi.<br />
151
eqstrapolaciis meTodis gamoyenebiT saqonelbrunvis<br />
prognozirebis martivi magaliTia: savaWro sawarmoSi ukanaskneli<br />
xuTi wlis manZilze, noembris TveTa mixedviT saqonelbrunvis<br />
moculobis jamma Seadgina 250 aTasi lari. dekembris<br />
TveTa mixedviT analogiuri maCvenebeli Seadgens<br />
399 aTas lars. am monacemebis mixedviT dekembris TveTa saqonelbrunvis<br />
koeficienti noembris TveTa saqonelbrunvis mimarT<br />
Seadgens 114% (399 : 350 ⋅ 100). Tu mimdinare wlis noembris<br />
Tvis saqonelbrunvam Seadgina 75 aTasi lari, maSin dekembris<br />
Tvis mosalodneli saqonelbrunvis prognozi ganisaz-<br />
Rvreba 85,5 aTasi lariT (75:114:100).<br />
normatiuli meTodi gulisxmobs perspeqtiuli normebisa<br />
da normativebis gamoyenebiT ama Tu im maCveneblis ganviTarebis<br />
prognozirebas. normebi da normativebi sxvadasxva<br />
saxisaa. samrewvelo sawarmoebisTvis gansakuTrebiT saWiroa<br />
nedleulis, masalebis, saTbobisa da eleqtroenergiis<br />
xarjvis normebi. vaWrobaSi saqonlis maragis normativebi,<br />
kvebis produqtebisa da msubuqi mrewvelobis saqonlis moxmarebis<br />
normebi, xangrZlivi moxmarebis saqonlis moxmarebis<br />
normativebi da sxva.<br />
moxmarebis rekomendebuli normebi da normativebi gamoiyeneba<br />
samomxmareblo saqonlis moTxovnis prognozirebis<br />
mizniT. es normebi SeiZleba warmatebiT gamoiyenos savaWro<br />
sawarmom komerciuli gadawyvetilebis dasabuTebis procesSi.<br />
magaliTad, msxvil specializebul savaWro sawarmos<br />
(firmas), romelic qalaqis fexsacmlis bazris 30% flobs,<br />
normatiuli meTodis gamoyenebiT SeuZlia gansazRvros fexsacmlis<br />
gayidvis mosalodneli moculoba. kerZod, fexsacmlis<br />
wliuri moxmarebis norma Seadgens — 4,3 wyvils, xolo<br />
qalaqis mosaxleoba — 250 aTas suls. am monacemebidan gamomdinare<br />
sawarmos wliuri moTxovnileba fexsacmlis resursebze<br />
Seadgens 354,3 aTas wyvils (250000 ⋅ 4,3 : 30).<br />
eqsperimentuli Sefasebis meTodi anu eqspertiza emyareba<br />
eqspertebis (specialistTa jgufi) gamocdilebasa da<br />
intuicias. am meTodis gamoyenebis aucilebloba ganpirobebulia<br />
saTanado informaciis uqonlobiT. maRalkvalificiuri<br />
specialistebisagan Sedgenil eqspertTa jgufs eZlevaT<br />
kiTxvebi (zogjer maTgan iReben intervius), romelzec maT<br />
unda gascen pasuxi. miRebuli pasuxebi logikuri koreqtire-<br />
152
is Semdeg safuZvlad edeba komerciuli gadawyvetilebis<br />
miRebas.<br />
prognozirebis procesSi elastikurobis koeficientis<br />
gamoyeneba saSualebas iZleva ganisazRvros saprognozo<br />
sididis ganviTarebis ZiriTadi mimarTulebebi. es meTodi<br />
gansakuTrebiT farTod gamoiyeneba moTxovnis prognozirebis<br />
procesSi. misi gamoyeneba SesaZleblobas iZleva ganisaz-<br />
Rvros Tu rogor elsatikuria moTxovna fuladi Semosavlis,<br />
fasis an sxva maCveneblebis mimarT.<br />
moTxovnis elsatikuroba fuladi Semosavlebis mimarT<br />
SeiZleba ganisazRvros Semdegi martivi gantolebiT:<br />
moTxovnis sididis<br />
procentuli cvlileba<br />
moTxovnis elastikuroba<br />
Semosavlebis<br />
mimarT =<br />
Semosavlebis<br />
sididis<br />
procentuli cvlileba<br />
Tu moTxovnis sididis zrda Seadgens 30%, xolo fuladi<br />
Semosavlebis zrda 20%, aseT SemTxvevaSi moTxovna elastikuria<br />
fuladi Semosavlebis mimarT, xolo elsatikuriobis<br />
koeficienti Seadgens 1,5-s (30 : 20). im SemTxvevaSi Tu<br />
moTxovnis zrdis tempi Seadgens 20%, xolo fuladi Semosavlebisa<br />
— 30%, maSin moTxovnis elastikurobis koeficienti<br />
ganisazRvreba 0,67 punqtiT, rac imas niSnavs, rom moTxovna<br />
ar aris elastikuri fuladi Semosavlebis mimarT. Amrigad,<br />
moTxovna elsatikuria maSin, roca elsatikurobis koeficienti<br />
aRemateba erTs, xolo araelastikuria maSin, roca er-<br />
Tze naklebia.<br />
moTxovnis elsatikuroba fasis mimarT SeiZleba ganisazRvros<br />
Semdegi gantolebiT:<br />
moTxovnis sididis<br />
procentuli cvlileba<br />
moTxovnis elastikuroba<br />
fasis mimarT =<br />
fasis procentuli cvlileba<br />
prognozirebis procesSi farTod gamoiyeneba ekonomikur-maTematikuri<br />
meTodebi da modelebi. am meTodebs (modelebs)<br />
ekonomikur-maTematikuri ewodeba imitom, rom ekonomikuri<br />
maCveneblebis prognozireba xdeba maTematikuri<br />
xerxebis gamoyenebiT. Ekonomikur-maTematikuri modelireba sa-<br />
Sualebas iZleva saprognozo sididis ganviTarebis mosalodneli<br />
mimarTulebebi ganisazRvros (gaizomos) masze moqmedi<br />
faqtorebis gaTvaliswinebiT. magaliTad, moTxovnis ganviTa-<br />
153
ebis perspeqtivebi ganisazRvros fuladi Semosavlebis, fasebis,<br />
sasaqonlo resursebis, mosaxleobis ricxovnobis da sxva<br />
faqtorebis gaTvaliswinebiT.<br />
prognozirebis procesSi xSirad iyeneben mravlobiTi<br />
regresis gantolebebs, romlebic warmogvidgeba wrfivi, xarisxobrivi<br />
da logariTmuli gantolebebis saxiT. TiToeuls<br />
aqvs Semdegi zogadi saxe:<br />
wrfivs — 0 1 1 2 2 ... n n;<br />
x x x y α α α α + + + =<br />
α1<br />
α2<br />
αn<br />
xarisxobrivs — y = α 0 ⋅ x1<br />
⋅ x2<br />
... xn<br />
;<br />
logariTmuls —<br />
lg y = α 0 + α1<br />
lg x1<br />
+ α 2 lg x2<br />
+ ... + α n lg xn;<br />
sadac: y — aris saprognozo maCvenebeli;<br />
x — sarpognozo sidideze moqmedi faqtori;<br />
α — gantolebis parametriT<br />
marketinguli kvlevis obieqtis mixedviT saprognozo<br />
maCvenebeli gansxvavebulia. igi erT SemTxvevaSi SeiZleba gamovlindes<br />
produqciis warmoebis, xolo sxva SemTxvevaSi saqonel-brunvis,<br />
sasaqonlo miwodeba-moTxovnis an sxva maCveneblis<br />
saxiT.<br />
sacalo saqonelbrunvis an moTxovnis ganviTarebis<br />
prognozirebis mizniT mravlobiTi regresis mravalfaqtoriani<br />
modelis agebisaTvis saWiroa sxvadasxva samuSaoebis<br />
Catareba. maT Soris ZiriTadia: saqonelbrunvis an moTxovnis<br />
cvlilebis gamomwvevi ZiriTadi faqtorebis gamovlena;<br />
calkeuli faqtoris gavlenis donis gansazRvra; modelis<br />
maTematikuri formis SerCeva; gantolebis parametrebis gansazRvra;<br />
saprognozo maCveneblis gaangariSeba da sxva.<br />
154<br />
8.3. bazris segmentacia rogorc bazris<br />
gamokvlevis meTodi<br />
Tanamedrove <strong>marketingis</strong> koncefciis Sesabamisad sawarmom<br />
yovelmxriv unda gaiTvaliswinos bazarze myidvelTa<br />
mier warmodgenili mravalferovani moTxovnebi. momxmarebelTa<br />
suverenitetis AaRiarebis gaTvaliswinebiT <strong>marketingis</strong><br />
samsaxurma unda uzrunvelyos bazarze warmodgenil mxareTa<br />
(myidveli an gamyidveli) interesebis urTierTSexameba.<br />
swored aseT pirobebSi miiRweva erTi mxriv momxmarebelTa
gonivruli moTxovnis maqsimaluri dakmayofileba, xolo meore<br />
mxriv, saqonlis (momsaxurebis) Seuferxebeli realizacia<br />
da mogebis zrda.<br />
momxmarebelTa interesebis maqsimaluri gaTvaliswineba<br />
moiTxovs moqnili sabazro meqanizmis Camoyalibebas, ra-<br />
Sic mniSvnelovan rols asrulebs marketinguli kvlevis<br />
gaRrmaveba. am mimarTulebiT mniSvnelovani RonisZiebaa bazris<br />
segmentacia, anu misi dayofa garkveul nawilebad (segmentebad).<br />
segmentacia, upirveles yovlisa, bazris marketinguli<br />
kvlevis meTodia. misTvis damaxasiaTebelia drosa da sivrceSi<br />
saqonelze (momsaxurebaze) arsebuli moTxvnisa da miwodebis<br />
dayofa garkveuli segmentis, anu niSnebis mixedviT.<br />
bazris ZiriTadi segmentia momxmarebeli, anu momxmarebelTa<br />
is erToblioba, romelic erTgvarovnad reagirebs bazarze<br />
marketinguli samsaxuris mier organizebul stimulirebis<br />
saSualebebze.<br />
amis gaTvalsiwinebiT, bazris segmentacia es aris bazris<br />
dayofa momxmarebelTa iseT jgufebad, romlebic er-<br />
Tgvarovnad reagireben gamyidvelTa mier organizebul sxva<br />
stimulze. ganasxvaveben miznobrivi marketinguli kvlevis<br />
sam safexurs: bazris segmentacia, miznobrivi bazris Sefaseba<br />
da SerCeva da bazrebze saqonlis (momsaxurebis) pozicireba.<br />
segmentaciis mizania bazris funqcinirebis konkretuli<br />
pirobebis gamovlena da maTi maqsimaluri gaTvaliswinebis<br />
gziT mogebis (Semosavlis) gadideba. am aspeqtSi <strong>marketingis</strong><br />
samsaxurma pasuxi unda gasces kiTxvebze:<br />
� visTvisaa gankuTvnili konkretuli saqoneli (momsaxureba)?<br />
� sad imyofeba misi konkretuli momxmarebeli?<br />
� ra gziT umjobesia calkeuli momxmareblisaTvis saqonlis<br />
(momsaxurebis) miwodeba?<br />
aRniSnulidan gamomdinare, sawarmos <strong>marketingis</strong> samsaxuris<br />
winaSe dgas Semdegi amocanebi:<br />
� momxmarebelTa realuri (aSkara da potenciuri)<br />
moTxovnis gamovlena, rogorc mTeli qveynis, ise<br />
calkeuli regionis mixedviT;<br />
155
� momxmarebelTa erTgvarovani jgufebis dadgena, Semosavlis<br />
sqesis, asakisa da sxva niSnis gaTvaliswinebiT;<br />
� momxmarebelTa damokidebuleba saqonlis (momsaxurebis)<br />
xarisxis da fasis mimarT;<br />
� savaWro momsaxurebis (servisis) gansazRvra;<br />
� xarjebisa da Semosavlebis Tanafardobis dadgena<br />
da sxva.<br />
bazris segmentaciis procesSi mxedvelobaSi miiReba<br />
segmentebis SerCevis kriteriumebi. igi warmoadgens sawarmos<br />
mier bazris segmentaciis procesSi arCevanis gakeTebis<br />
dasabuTebis safuZvels. kriteriumis raodenoba damokidebulia<br />
bazris tipze da misi tevadobis ganmsazRvrel faqtorebze.<br />
segmentaciis ZiriTad kriteriumad miCneulia: segmentis<br />
sidide, perspeqtiuloba, xelmisawvdomoba, konkurentunarianoba,<br />
momgebianoba (rentabeloba) da sxva.<br />
1. segmentis sidide warmoadgens im sazRvars, romlis<br />
farglebSic navaraudevia SerCeuli segmentis funqcionireba.<br />
igi safuZvlad edeba sawarmos asortimentul<br />
politikis SemuSavebas, produqciis (momsaxurebis)<br />
warmoebis masStabebis gansazRvras da gasaRebis<br />
saqmianobis organizacias. amis gamo segmentis sididis<br />
gansazRvris dros mxedvelobaSi miiReba: momxmarebelTa<br />
realuri moTxovnis masStabi; misi dakmayofilebisaTvis<br />
saWiro saqonlis (momsaxurebis) warmoebis<br />
SesaZleblobebi; saqonelgamtari arxebis mdgomareoba;<br />
segmentaciis xarjebisa da Sedegebis Tanafardoba<br />
da sxva.<br />
2. segmentaciis perspeqtiuloba gulisxmobs erTi<br />
mxriv, drois im monakveTis dadgenas, romelSic garantirebulia<br />
mocemuli segmentis stabiluri funqconireba,<br />
xolo meore mxriv, segmentaciis efeqtianobis<br />
donis SenarCunebis SesaZleblobis gansaz-<br />
Rvra. amrigad, rac ufro metia mocemuli segmentis<br />
funqcionirebis xangrZlivoba da rac ufro momgebiania,<br />
miT ufro misaRebi da perspeqtiulia igi sawarmosTvis.<br />
3. bazris calkeuli segmenti realurad xelmisawvdomi<br />
unda iyos rogorc sawarmosTvis, ise momxmareblisTvis.<br />
mimwodebelma unda SesZlos SerCeuli seg-<br />
156
mentis mixedviT saqonlis (momsaxurebis) drouli<br />
warmoeba da momxmareblisaTvis miwodeba. mas unda<br />
gaaCndes amisaTvis saWiro teqnika, teqnologia, nedleuli,<br />
gasaRebis arxebi, stimulirebis saSualebebi<br />
da sxva komponentebi. igi yovelmxriv unda iRvwodes,<br />
raTa saqoneli momxmareblisaTvis xelmisawvdomi<br />
gaxdes.<br />
4. segmentaciis konkurentunarianoba dakavSirebulia<br />
erTi mxriv, bazarze, xolo meore mxriv, sawarmos SesaZleblobebze<br />
warmatebiT ibrZolos segmentis dauflebisa<br />
da SenarCunebisaTvis. am saqmeSi mTavar<br />
rols asrulebs saqonlis (momsaxurebis) konkurentunarianoba,<br />
gasaRebis stimulireba (reklama, fasi, momsaxurebis<br />
servisi da a. S.), warmoebisa da realizaciis<br />
xarjebi da sxva faqtorebi.<br />
5. segmentaciis erT-erT mniSvnelovan kriteriums<br />
warmoadgens saqmianobis momgebianobis uzrunvelyofa.<br />
sawarmos mier SerCeuli segmenti racionalurad<br />
CaiTvleba maSin, Tu igi momgebiania. amis dadgenis<br />
mizniT saWiroa sawarmom detalurad gaanalizos<br />
segmentis funqcionirebis ganmsazRvreli iseTi faqtorebi,<br />
rogoricaa: moTxovna, danaxarjebi, saqonlis<br />
sargeblianoba, bazris tevadoba da a. S.<br />
bazris segmentacia ramdenadme gansxvavebul principebs<br />
(niSnebs, faqtorebs) emyareba samomxmareblo saqonlisa<br />
da sawarmoo daniSnulebis saqonlis bazrebze.<br />
samomxmareblo saqonlis bazarze moqmedi ZiriTadi<br />
faqtorebia (principebia):<br />
� demografiuli faqtori;<br />
� geografiuli faqtori;<br />
� socialur-ekonomikuri faqtori;<br />
� fsiqologiuri faqtori.<br />
segmentaciis es principebi kompleqsuri xasiaTisaa da<br />
mWidrod arian erTmaneTTan dakavSirebuli.<br />
1. demografiuli faqtori anu segmenti, moicavs mosaxleobis<br />
raodenobas, ojaxis Semadgenlobas, maT<br />
sqesobriv-asakobriv, erovnul, sarwmunoebriv da<br />
sxva niSnebs. am niSnebis mixedviT gamoiyofa momxmarebelTa<br />
jgufebi — axalgazrdebi, xandazmulebi,<br />
qalebi, mamakacebi, soflad da qalaqad mcxovrebni,<br />
157
158<br />
liderebi da autsaiderebi da a. S. TiToeuli jgufi<br />
xasiaTdeba momxmarebisadmi gansxvavebuli midrekilebiT,<br />
rac segmentaciis dros miiReba mxedveloba-<br />
Si.<br />
2. bazris segmentaciis geografiuli anu teritoriuli<br />
principi gulisxmobs qveynis erTiani bazridan<br />
calkeuli regionis bazris gamoyofas. am niSnis mixedviT<br />
SeiZleba gamoiyos mWidrod da naklebad dasaxlebuli,<br />
ganviTarebuli da CamorCenili, mwarmoebeli<br />
da momxmarebeli, mSrali da teniani regionebi<br />
da a. S. TiToeuli maTganisaTvis damaxasiaTebelia<br />
saqonlis SeZenisa da moxmarebisadmi Taviseburi damokidebuleba,<br />
rac sawarmom unda gaiTvaliswinos<br />
Sesabamisi segmentis SerCevis procesSi.<br />
3. bazris segmentacia socialuri-ekonomikuri pricipis<br />
mixedviT gulisxmobs — segmentTa farTo speqtris<br />
gaTvalsiwinebas. am SemTxvevaSi gansakuTrebuli<br />
yuradReba unda mieqces moTxovnis ganmsazRvreli<br />
faqtorebis (Semosavali, fasi, mosaxleobis socialur-profesiuli<br />
Semadgenloba, saqonlis samomxmareblo<br />
Sefaseba, momsaxurebis servisi da<br />
sxva) analizs. am faqtorebis gaTvaliswinebiT sawarmom<br />
SeiZleba gamoyos sasaqonlo, samomxmareblo<br />
da savaWro segmentebi:<br />
� sasaqonlo segmenti gulisxmobs saqonlis erTobliobidan<br />
calkeuli maTganis gamocalkavebas misi daniSnulebis,<br />
xarisxis, prestiJulobis, fasis da sxva<br />
niSnebis mixedviT;<br />
� samomxmareblo segmenti orientirebulia momxmarebelTa<br />
qcevaze, myidvelTa moTxovnaze, myidvelis<br />
tipze, maT qcevaze da a. S.;<br />
� savaWro segmenti gulisxmobs sawarmos orientacias<br />
komerciuli saqmianobis srulyofaze. es miiRweva<br />
gasaRebis stimulirebis, gasaRebis, arxebis gafar-<br />
Toebis, saqonlis gayidvis formebis srulyofis da<br />
sxva RonisZiebebiT.<br />
4. segmentacia fsiqologiuri principis mixedviT gulismxobs<br />
momxmarebelTa cxovrebis stilSi, individualur<br />
qcevaSi, urTierTdamokidebulebebSi arsebuli<br />
Taviseburebebis gaTvaliswinebiT mosaxleo-
is dajgufebas erTgvarovan tipebad. momxmarebel-<br />
Ta fsiqologiaze arsebiT gavlenas axdens sazogadoebaSi<br />
kuTvnili adgili, cxovrebis wesi, individualuri<br />
Cvevebi, molodini da sxva. amis gaTvalsiwinebiT<br />
momxmareblebs eqnebaT garkveuli kompleqsi<br />
calkeuli saqonlis, savaWro oboieqtis, momsaxurebis<br />
kulturis da sxva maCveneblebis mimarT. es damokidebuleba<br />
SeiZleba iyos susti, saSualo an Zlieri.<br />
momxmarebelTa fsiqikaze did gavlenas axdens<br />
saqonlis xarisxi, prestiJuloba, fasi, momsaxurebis<br />
kultura da sxva faqtorebi. maTi gamovlena sakmaod<br />
rTulia. amisaTvis sawarmos marketingulma<br />
samsaxurma unda moaxdinos SerCeviTi sociologiuri<br />
dakvirvebebi, gamoavlinos momxmarebelTa pirovnuli<br />
Tvisebebi da ganazogados igi.<br />
sawarmoo daniSnulebis saqonlis bazris segmentaciis<br />
ZiriTadi principebia: geografiuli, qceviTi, organizaciuli<br />
da Sesyidvis praqtika.<br />
1. geografiuli faqtoris gaTvalsiwinebiT firma axdens<br />
myidveli organziaciebis dajufebas maTi adgilmdebareobis<br />
gaTvaliswinebiT. am niSnis mixedviT<br />
gamoiyofa ZiriTadi da araZiriTadi momxmarebeli,<br />
intensiuri da araintensiuri regioni da sxva.<br />
2. qcevis faqtori aeerTianebs iseT maCveneblebs, rogoric<br />
aris: myidvelis saorientacio sargebeli; Se-<br />
Zenili saqonlis daniSnuleba da moxmarebis intensivoba;<br />
myidveli firmis statusi; firmis saqonlisadmi<br />
myidvelTa erTgulebis xarisxi; myidvelis<br />
mzadyofna saqonlis Sesyidvisadmi da a. S.<br />
saorientacio sargebeli aris myidvelis gaTvlebi Se-<br />
Zenili biznes-saqonlis saeqsploatacio Tvisebebis Sesaxeb<br />
da dakavSirebulia gamoyenebis xangrZlivobasTan, simZlavresTan,<br />
sargeblianobasTan; ekonomiuroba, transportirebis<br />
unari da a. S.<br />
saqonlis daniSnuleba unda ganisazRvros misi adgiliT<br />
gamoyenebis procesSi. igi SeiZleba iyos ZiriTadi an<br />
damxmare nedleuli da masala, rac saqonels gansxvavebul<br />
mniSvnelobas aniWebs. moxmarebis intensivobis gaTvaliswinebiT<br />
ganasxvaveben aqtiuri, zomieri da pasiuri moxmarebis<br />
produqts.<br />
159
myidveli firmis statusi ganisazrvreba Sesyidvebis<br />
xasiaTis gaTvalsiwinebiT. myidveli, romelic sistematurad<br />
axorcielebs ucvlel gameorebiT Sesyidvas sargeblobs gamyidvelis<br />
SeRavaTebiT, maSin axali Sesyidvebi da modificirebuli<br />
Sesyidvebi moklebulia aseT SeRavaTebs.<br />
saqonlisadmi damokidebulebisa da erTgulebis mixedviT<br />
mimwodeblebi ganasxvaveben dadebiTad, loialurad da<br />
uaryofiTad ganwyobil klientebs. TiToul maTganTan ur-<br />
TierToba myardeba gansxvavebuli sabazro segmentebiT.<br />
Biznes-saqonlis bazris segmentaciis organizaciul<br />
faqtorSi erTiandeba myidvel organziaciaTa adgilmdebareoba,<br />
maTi sakuTari kapitalis moculoba, momuSaveTa raodenoba,<br />
dargis specifika da sxva.<br />
Sesyidvis praqtikis faqtori iTvalsiwinebs sawarmoo<br />
daniSnulebis bazris segmentaciis iseT aspeqtebs rogoricaa:<br />
momaragebis organizacia, myidveli firmebis specializacia;<br />
myidvelebTan arsebuli urTierTobis praqtika; miwodebis<br />
pirobebi; angariSsworebis wesi da sxva. TiToeul CamoTvlil<br />
SemTxvevaSi mimwodebeli myidvelTan amyarebs Sesabamis<br />
urTierTobas. magaliTad, mxsvil myidvelebTan<br />
axorcielebs centralizebul miwodebas, sxva SemTxvevaSi<br />
decentralizebul miwodebas, xolo zogjer maTTan urTierTobas<br />
dilerebis meSveobiT axorcielebs. aseTi garemoeba<br />
bunebrivad dakavSirebulia myidveli organizaciis (firmis)<br />
masStabebTan, rac zogjer segmentaciis calke faqtorad ganixileba.<br />
8.4. bazris miznobrivi segmenti,<br />
misi Sefaseba da SerCeva<br />
bazars mravali segmenti gaaCnia. konkretuli pirobebis<br />
mixedviT TiToeuli segmentis mniSvneloba da gamoyenebis<br />
SesaZleblobebi gansxvavebulia. amitom sawarmos (firmis)<br />
<strong>marketingis</strong> samsaxuri unda ecados SearCios maTgan arsebiTi<br />
(mTavari) da Tavisi ZiriTadi Zalisxmeva masze gadaitanos.<br />
amasTan dakavSirebiT sawarmos <strong>marketingis</strong> samsaxuris<br />
winaSe daismis ori ZiriTadi kiTxva:<br />
� bazris romeli segmenti SearCios?<br />
� rogor gansazRvros misTvis ufro xelsayreli (anu<br />
miznobrivi) segmenti?<br />
160
segments, romelsac marketingul saqmianobaSi sawarmo<br />
upiratesobas aniWebs, miznobrivi segmenti ewodeba. sawarmo<br />
Tavis saqmianobaSi marketingul orientacias swored miznobriv<br />
segmentze iRebs. sawarmos mier marketinguli saqmianobis<br />
orientirebad garkveuli segmentis (segmentebis) Sefasebas<br />
da aRiarebs miznobrivi segmentis SerCevis procesi<br />
ewodeba.<br />
miznobrivi segmentis swori arCeva xels uwyobs bazarze<br />
SeRwevis strategiis warmatebul realizacias. am procesze<br />
moqmedi ZiriTadi faqtorebia: saqonlis miwodebis pirobebi;<br />
saqonlis erTgvarovnobis xarisxi; saqonlis sasicocxlo<br />
cikli; bazris erTgvarovnebis xarisxi; konkurentTa<br />
marketinguli strategia da sxva.<br />
miwodebis faqtori aerTianebs saqonlis, resursebis<br />
da warmoebis danaxarjebis erTobliobas. miznobrivi segmentis<br />
arCevis dros sawarmom, upirveles yovlisa, unda gansaz-<br />
Rvros miznobriv bazarze gasatani saqonlis saxeoba, raodenoba,<br />
xarisxi da sxva parametrebi. amis Semdeg ganisazRvreba<br />
resursebis raodenoba (nedleulis saxeoba, masalebi, sim-<br />
Zlavreebi, teqnologia, energetikuli resursebi da sxva),<br />
romelic saWiroa miznobrivi segmentis Sesabamisad bazarze<br />
gasatani saqonlis dasamzadeblad. paralelurad ganisaz-<br />
Rvreba is danaxarjebic, romlebic saWiroa saqonlis warmoebisa<br />
da gasaRebisaTvis.<br />
saqonlis erTgvarovnobis xarisxi ganapirobebs momxmarebelTa<br />
konkretul damokidebulebas calkeuli saqonlisadmi,<br />
rac gaTvaliswinebul unda iqnes gamyidvelTa saqmianobaSi.<br />
saqonlis erTgvarovneba, erT SemTxvevaSi mis unikalobasa<br />
da erTsaxeobaze mianiSnebs. magaliTad, forToxali,<br />
kartofili, Saqari, spilenZi, alumini da sxva arsebiTad er-<br />
Tsaxovani saqonelia. maT mimarT momxmarebelTa damokidebuleba<br />
calsaxad gamoixateba — SeiZens an ar SeiZens maT. amitom<br />
am SemTxvevaSi ar aris saWiro stimulirebis diferenciuli<br />
meTodebis gamoyeneba da sawarmoebi aradiferenciul<br />
marketings iyeneben. meore SemTxvevaSi erTgvarovneba sasaqonlo<br />
nomenklaturis farglebSi vrceldeba. aq Seitaneba<br />
saqoneli, romelic gamoirCeva Tavisi mravalferovnebiT da<br />
gansxvavebulia teqnologiis, konstruqciis da sxva niSnebis<br />
mixedviT. magaliTad, tansacmeli, aveji, mtversasruti, fotoaparati<br />
da sxva, xasiaTdeba calkeuli jgufis momxmare-<br />
161
elTa gansxvavebuli moTxovniT. momxmarebeli am saqonlis<br />
nairsaxeobis mimarT gansxvavebul reaqcias amJRavnebs. amitom<br />
saWiroa diferenciuli marketinguli RonisZibebis gatareba.<br />
saqonlis sasicocxlo cikli warmoadgens faqtors,<br />
romelic gansazRvravs miznobriv bazarze saqonlis yofnis<br />
xangrZlivobas. sawarmom Tavdapirvelad sasurvelia bazarze<br />
gaitanos axali saqonlis ara mTeli mravalsaxeoba, aramed<br />
mxolod misi erTi varianti da moaxdinos masze momxmarebelTa<br />
yuradRebis koncentracia. amis Semdeg, sawarmom TandaTan<br />
unda miawodos bazars am saqonlis sxva nairsaxeobebi.<br />
sawarmom unda uzrunvelyos konkretuli saxeobis saqonlis<br />
sasicocxlo ciklis xangrZlivobis dadgena da miznobriv<br />
segmentze misi gavlenis Taviseburebis gansazrvra. arsebuli<br />
Taviseburebebis Sesabamisad unda SearCios sawarmom miznobriv<br />
bazarze momxmarebelTa moTxovnis stabilurobis<br />
formebi.<br />
bazris erTgvarovneba mniSvnelovan gavlenas axdens<br />
miznobrivi bazris SerCevis procesze. bazarze momxmarebel-<br />
Ta gemovneba gansxvavebulad vlindeba. Tu momxmarebelTa<br />
gemovneba erTgvarovania, maSin isini bazarze arsebuli saqonlisadmi<br />
erTgvarovan damokidebulebas avlenen. aseT pirobebSi<br />
sawarmos ar sWirdeba marketinguli stimulirebis<br />
diferencireba. Tu momxmarebelTa gemovneba gansxvavebulia,<br />
maSin saWiroa TiToeuli jgufisadmi diferenciuli<br />
midgoma da Sesabamisi marketinguli stimulebi.<br />
miznobrivi bazris SerCevis procesSi saWiroa gaTvaliswinebul<br />
iqnes konkurentTa <strong>marketingis</strong> strategia. igi<br />
kompleqsuri faqtoria da gulisxmobs bazris segmentis Ser-<br />
Cevis procesSi konkurentTa saqmianobis ZiriTadi mimarTulebisa<br />
da mosalodneli Sedegebis gaTvaliswinebas. aq gansakuTrebuli<br />
yuradReba unda mieqces bazarze konkurentis<br />
wils, misi saqonlis xarisxs, fass, momsaxurebis serviss da<br />
sxva maCveneblebs. sawarmo unda Seecados gamoavlinos konkurentis<br />
mier momxmarebelTa stimulirebis mizniT gamoyenebuli<br />
meTodebi da daupirispiros mas sakuTari RonisZiebebi.<br />
miznobrivi bazris SerCevis procesi or konkretul nawilad<br />
SeiZleba daiyos. es aris bazris segmentis Sefaseba da<br />
miznobrivi segmentis SerCeva.<br />
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azris segmentis Sefaseba sam faqtors iTvaliswinebs.<br />
es aris segmentis sidide da zrdis tempi; segmentis struqturuli<br />
mimzidveloba; firmis miznebi da resursebi:<br />
1. segmentis sidide da zrdis tempi is faqtoria, romliTac<br />
iwyeba segmentis Sefaseba. firmam unda Seagrovos<br />
monacemebi sxvadasxva segmentis sidideze<br />
anu myidveloibiTunarianobaze; gamoTvalos am segmentis<br />
zrdis SesaZlebloba da SearCios maTgan TavisTvis<br />
yvelaze misaRebi. calkeuli segmentis sidide<br />
da zrdis tempi gansxvavebulia, amitom firma<br />
unda SeeWidos segments, romelic misTvis daZlevadia.<br />
2. segmentis struqturli mimzidveloba gulisxmobs,<br />
rom firmam yovelmxriv unda gaanalizos miwodebis<br />
faqtori, gamoavlinos is produqti, romelic xangrZliv<br />
SesabamisobaSi iqneba momxmarebelTa ama Tu<br />
im jgufis moTxovnasTan. segmenti miT ufro naklebad<br />
mimzidvelia, rac ufro Zlieri da agresiuli<br />
konkurentia mocemul bazarze. xSirad segmentis<br />
mimzidvelobaze uaryofiTad moqmedebs Semcvleli<br />
produqtebis simravle, ramac SeiZleba gamoiwvios<br />
mogebis Semcireba. kompaniisaTvis segmentis<br />
struqturuli mimzidveloba ganpirobebulia imiT,<br />
rom igi kargad unda flobdes SerCeul bazars da<br />
Tavs grZnobdes konkurentebze ufro myarad.<br />
3. firmis mizani da resursebi miznobrivi segmentis<br />
Sefasebis is faqtoria, romelic yovelmxriv pasuxobs<br />
firmis miswrafebebs da SesaZleblobebs. segmentis<br />
Sefasebis kriteriumad firmam unda airCios<br />
iseTi midgoma, romelic pasuxobs mis grZelvadian<br />
interesebs da swrafad iZleva Sedegs. Sefasebis<br />
procesSi gasaTvalsiwinebelia firmis resursebi,<br />
specialistTa kvalifikacia da sxva SesaZleblobebi,<br />
rac mas gaaCnia konkurentTan mimarTebaSi. firmam<br />
mxolod is segmenti unda airCios, sadac mas<br />
umaRlesi faseulobebis Seqmna da konkurentTan<br />
upiratesobis mopoveba SeuZlia.<br />
miznobriv segmentze aRniSnuli faqtorebis gavlenis<br />
gaTvaliswineba SesaZleblobas iZleva SemuSavdes miznobrivi<br />
bazris dauflebis strategia. marketinguli saqmianobis<br />
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msoflio praqtikaSi cnobilia miznobrivi bazris dauflebis<br />
strategiis oTxi varianti: masobrivi (aradiferenciuli)<br />
marketingi; diferenciuli marketingi, kombinirebuli marketingi<br />
da mikromarketingi. ganvixiloT es variantebi:<br />
1. masobrivi (aradiferenciuli) <strong>marketingis</strong> strategia<br />
gulisxmobs bazris yoveli segmentisaTvis er-<br />
Tiani (unificirebuli) programis SemuSavebas. amas-<br />
Tan, orientacia aRebulia iseTi saqonlis warmoebasa<br />
da realizaciaze, romelic metnaklebad akmayofilebs<br />
bazris yoveli segmentis moTxovnebs.<br />
<strong>marketingis</strong>admi aseTi damokidebuleba gansakuTrebiT<br />
farTod iyo gavrcelebuli gasuli saukunis<br />
60-ian wlebamde. ukanasknel periodSi igi SedarebiT<br />
iSviaTad gamoiyeneba. masobrivi <strong>marketingis</strong><br />
strategiis gamoyenebas sawarmoebi mimarTaven im<br />
SemTxvevaSi Tu darwmunebuli arian, rom bazari er-<br />
Tgvarovania, xangrZlivia saqonlis sasicoxlo cikli,<br />
bazarze ar aris konkurencia da sxva.<br />
2. diferenciuli <strong>marketingis</strong> strategia gulisxmobs<br />
bazris ramdenime segmentze orientacias da TiToeuli<br />
segmentisaTvis specialuri programis SemuSavebas.<br />
es garemoeba mniSvnelovnad zrdis saqonlis<br />
realizacias, anazRaurebs damatebiT danaxarjebs<br />
da iZleva mogebas. igi gansakuTrebiT gamarTlebulia<br />
im SemTxvevaSi, rodesac bazarze saqoneli er-<br />
Tgvarovania, momxmarebelTa qceva diferenciulia,<br />
Zlieria konkurencia da sxva.<br />
3. koncentrirebuli <strong>marketingis</strong> (niSis marketingi)<br />
strategia orientirebulia bazris erT an ramdenime<br />
gansakuTrebiT mniSvnelovan segmentze. miznobrivi<br />
segmentis sworad SerCevis da saTanado marketinguli<br />
programis pirobebSi igi iZleva saqonelbrunvis<br />
zrdis, danaxarjebis Semcirebis da mogebis<br />
gadidebis SesaZleblobas. <strong>marketingis</strong> amgvari<br />
strategia gansakuTrebiT xelsayrelia iseT pirobebSi,<br />
rodesac resursebi SezRudulia, moTxovna<br />
ver kmayofileba, bazarze ar aris konkurencia da a.<br />
S.<br />
4. koncentrirebuli <strong>marketingis</strong> strategiis realizaciis<br />
naTeli magaliTia iaponuri kompaniebis mier<br />
164
mcire zomis Sav-TeTri gamosaxulebiani televizorebis<br />
warmoebis ganaxleba maSin, roca sxva qveynebma<br />
masze didi xniT adre Tqves uari: iaponelma mwarmoeblebma<br />
SeamCnies bazris am segmentis mixedviT<br />
arsebuli `sicariele~, aiTvises es segmenti da didi<br />
mogeba miiRes.<br />
5. mirkomarketingi marketinguli strategiis SedarebiT<br />
axali mimarTulebaa. diferenciuli da koncentrirebuli<br />
<strong>marketingis</strong>agan ganxsxvavebiT igi ufro<br />
metad aris individualur momxmarebelze orientirebuli<br />
da TiToeul momxmarebelSi individualur<br />
pirs xedavs. mikro marektingi iyofa adgilobriv<br />
da individualur marketingad.<br />
adgilobrivi marketingi gulisxmobs brendebisa da gayidvebis<br />
stimulirebis morgebas momxmarebelTa konkretuli<br />
jgufebis (qalaqebis, raionebis, ubnebis, samezobloebis)<br />
moTxovnasTan.<br />
individualuri marketingi warmoadgens mikro<strong>marketingis</strong><br />
ukiduresad diferenciul formas, rodesac xdeba<br />
produqciis calkeul momxmarebelTa moTxovnasTan misadageba.<br />
am konkretulobis gamo individualur marketings xSirad<br />
erTi momxmareblis marketings, erT momxmarebelze misadagebul<br />
marketings an kidev erTi-erTze marketings uwodeben.<br />
8.5. pozicirebis marketinguli strategiebi<br />
nebismieri firma SearCevs ra bazris miznobriv segments,<br />
man unda gadawyvitos, rogori pozicia airCios mocemul<br />
segmentSi. am gadawyvetilebnis miReba firmas SeuZlia<br />
momxmarebelTa mier saqonlis poziciis Sefasebis anu saqonlisadmi<br />
momxmarebelTa damokidebulebis mixedviT. aris pozicia,<br />
romelic mocemul saqonels ukavia myidvelis aRqmaSi.<br />
saqonlisadmi momxmareblis pozicia gulisxmobs momxmarebelTa<br />
gonebaSi saqonlis unikaluri sargeblis ganmasxvavebeli<br />
niSnebis aRbeWdvas.<br />
pozicirebis strategiis gansazRvrisas <strong>marketingis</strong><br />
samsaxurebi Sesabamis rukebs qmnian. pozicirebis ruka saSualebas<br />
iZleva momxmarebels daanaxos saqonlis brendis mdgomareoba<br />
konkurentis saqonelTan mimarTebaSi. pozicirebis<br />
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ukaze maCvenebelTa aRniSvna xdeba ori ganzomilebiT — saqonlis<br />
fasi da saqonlis funqcionireba. pirveli (fasis meSveobiT)<br />
miuTiTebs fufunebis maCveneblis dones, xolo meore<br />
— saqonlis nairsaxoebis pizicirebis maCvenebels. ruka<br />
SeiZleba aigos kordinatTa sistemaze, sadac fufunebis maCvenebeli<br />
aRiniSneba vertikalur, xolo funqcionirebis maCvenebeli<br />
— horizontalur RerZze. rac ufro didia saqonlis<br />
fasi da misgan ganpirobebuli fufunebis done, miT ufro<br />
maRla miiwevs brendis pizicirebis maCvenebeli, xolo<br />
rac ufro metia funqcionirebis done, miT ufro didia brendis<br />
gamosaxuleba.<br />
saqonlis pozicirebis ZiriTadi problemaa pizicirebis<br />
strategiis SerCeva. strategiuli pozicirebis amocana<br />
sami ZiriTadi safexurisagan Sedgeba:<br />
� SesaZlo konkurentul upiratesobaTa CamonaTvalis<br />
dadgena;<br />
� arsebuli alternativebidan swori konkurentuli<br />
upirateosbis SerCeva;<br />
� saerTo pizicirebis strategiis SerCeva.<br />
1. SesaZlo konkurentul upiratesobaTa CamonaTvalis<br />
dadgena pozicirebis strategiis sawyisi safexuria.<br />
igi gulisxmobs firmis mier konkurentTan SedarebiT<br />
myidvelis moTxovnis ukeT Seswavlas da misTvis<br />
ufro ukeTesi faseulobebis (Rirebulebebis) SeTavazebas,<br />
rac miiRweva firmis saqmianobis diferencirebis<br />
gziT. diferencirebis ZiriTadi maCveneblebia:<br />
saqoneli, momsaxureba, fasi, personali, firmis<br />
imiji.<br />
firmis saukeTeso asortimentisa da xarisxis saqonlis<br />
pozicirebiT SeiZleba mkveTrad gaizardos momxmarebelTa<br />
moTxovna. produqtis warmoebis standartebis srulyofiT,<br />
misi xarisxis gaumjobesebiT, saeqsploatacio maCveneblebis<br />
zrdiT, saqonlis stilisa da dizainis, SefuTvisa da dafasoebis<br />
maRali doniT firma uzrunvelyofs pozicirebis gaumjobesebas,<br />
riTac xels uwyobs saqonelze moTxovnis zrdas.<br />
konkurentebTan upiratesobis mopovebis problema<br />
ukavSirdeba diferenciul momsaxurebas. firmam momxmarebels<br />
konkurentisagan gansxvavebiT SeiZleba SesTavazos: nayidi<br />
saqonlis adgilze damontaJeba; momxibvleli siaxle<br />
momsaxurebaSi; momsaxurebis siswrafe; rTuli teqnikiT mom-<br />
166
saxureba; damatebiTi garantiebi; momxmarebelTa treiningis<br />
organizeba da sxva.<br />
firmis konkurentTan upiratesobis miRweva SesaZlebelia<br />
fasis zomieri manevrebiT. fasdaklebis sistemis danergva,<br />
zogjer ki momsaxurebis gafarToebis mizniT, myidvelisadmi<br />
Sesabamisi fasnamatis SeTavazeba myidvelTa mizidvis<br />
kargi safuZvelia. magaliTad, Tu firma avejis gadazidvis<br />
da binaze mitanis xarjebis sanacvlod myidvels Sesabamis<br />
fasnamats SesTavazebs, igi warmatebas miaRwevs.<br />
personalis anu adamianTa resursebis mixedviT diferencireba<br />
gulisxmobs firmis mier konkurentTan SedarebiT<br />
ukeTesi personalis daqiravebas, maT saTanado momzadebas,<br />
TanamSromelTa Soris megobruli atmosferos Seqmnas da<br />
sxva. es principi sayovelTaod karg Sedegs iZleva, magram<br />
gansakuTrebuli miRwevebi gaaCnia momsaxurebis sferoSi.<br />
kargad gawvrTnili, SeTanxmebulad momuSave da maRalkvalificirebuli<br />
specialistTa jgufi momsaxurebis karg garemos<br />
qmnis. igi klientTa mizidvis efeqtian saSualebas warmoadgens.<br />
saqonlis pozicirebaze dadebiT gavlenas axdens firmis<br />
diferenciuli imiji. firmisa da misi brendis imiji saqonlis<br />
gansakuTrebuli sargeblianobisa da warmatebuli<br />
pozicirebis identuria. es ki momxmarebelTa moTxovnis<br />
zrdas iwvevs.<br />
2. swori konkurentuli upiratesobis SerCeva niSnavs<br />
firmis mier SemuSavebul upiratesobebidan sauke-<br />
Teso alternativis arCevas. muSaobis procesSi<br />
firmam unda gadawyvitos pozicirebis ramden da<br />
romel ganmasxvavebel upiratesobas gamoiyenebs.<br />
sakiTxi imis Sesaxeb Tu ra upiratesobis pozicireba<br />
moaxdinos firmam arc Tu ise martivad gadasawyvetia. zogi<br />
specialisti miiCnevs, rom saWiroa TiToeuli brendis mxolod<br />
erTi mTavari upiratesobis pozicireba, romelsac<br />
firma bolomde miyveba. magaliTad, kbilis pastis `qolgeiT<br />
12~-is mwarmoeblebi da distributorebi savaWro SeTavazebebs<br />
akeTeben pastis unikalur samkurnalo Tvisebebze. sxva<br />
SemTxvevaSi specialistebi orientacias ramdenime poziciaze<br />
akeTeben da myidvels Tavazoben ori, sami da meti niSniT<br />
pozicirebas. magaliTad, xelis sapnis mwarmoebeli firmebi<br />
myidvels Tavazobs produqts, romelic erTdroulad pozi-<br />
167
cirebulia, rogorc gamwmendi, sunis gamqrobi da damarbilebeli<br />
saSualeba. ra Tqma unda pozicirebis aseTi midgoma<br />
dasaSvebia. magram aseT SemTxvevaSi firmam Tavi unda daiz-<br />
Rvios sul cota sami iseTi Secdomidan, rogoricaa: arasrulfasovani,<br />
viwro da damabneveli pozicireba.<br />
pozicirebis Tu romel gansxvavebul formas unda mimarTos<br />
firmam, wydeba imis gaTvaliswinebiT Tu brendis romeli<br />
niSania misTvis arsebiTi. gansxvavebuli niSnis gamoyeneba<br />
rekomedebulia im SemTxvevaSi, Tu igi akmayofilebs Semdeg<br />
kriteriumebs: mniSvnelovania anu faseuli; gansxvavebulia<br />
anu SeTavazebulia saukeTeso formiT; saukeTesoa anu<br />
aris didi sargeblis momtani; SesamCnevia anu myidvelisaTvis<br />
advilad asaxsneli; daculia anu konkurentisagan xelSeuxebeli;<br />
xelmisawvdomia anu zomieri fasiT SeTavazebuli;<br />
momgebiani anu firmis gansxvavebuli niSani uzrunvelyofs<br />
momgebianobas.<br />
3. saerTo pozicirebis strategiis SerCeva gulisxmobs<br />
pozicirebis arsebuli variantebidan momxmareblisaTvis<br />
yvelaze kargi faseulobis SeTavazebas.<br />
konkurentisagan gansxvavebul sasaqonlo brendis<br />
srulad pozicirebas brendis faseulobiT ganacxadi<br />
ewodeba. igi aris sargeblis sruli kompleqsi,<br />
romliTac pozicirebulia brendi.<br />
brendis faseulobaTa ganacxadi iZleva pasuxs myidvelis<br />
kiTxvaze: `ratom unda SeviZinoT Tqveni brendi?~ magaliTisTvis<br />
gamodgeba Sveduri avtomanqana `volvo~-s faseulobaTa<br />
ganacxadi. igi moicavs Semdeg niSnebs: usafrTxoeba,<br />
saimedoba, tevadoba, dizaini, siswrafe da sxva. yovelive es<br />
iZleva sargeblianobis kompleqss, romelic momxmarebelTa<br />
garkveul kategoriasTan mimarTebaSi kompensacias ukeTebs<br />
masze arsebul sakmaod Zvir fass da ganawyobs myidvels mis<br />
SesaZenad.<br />
ganasxvaveben momgebian faseulobaTa ganacxadis xuT<br />
strategiul variants: meti — metiT, meti — igiveTi, igive —<br />
naklebiT, naklebi — bevrad naklebiT da meti — naklebiT.<br />
1. meti — metiT pozicireba gulisxmobs umaRlesi<br />
klasis saqonlis an momsaxurebis SeTavazebas yvelaze<br />
Zvir fasebSi, riTac miiRweva didi danaxarjebis<br />
anazRaureba. magaliTad, `mersedes-bencis~ avtomanqanebi<br />
marTalia ZviradRirebulia, magram<br />
168
kargi faseulobis matarebeli da mimzidvelia (gam-<br />
Zleoba, gamoyenebis xangrZlivoba, saukeTeso xarisxi,<br />
mdidruli saloni, prestiJi, kargi statusi)<br />
myidvelTa maRalSemosavliani kategoriisaTvis.<br />
2. meti — igiveTi pozicirebis iseTi variantia, romliTac<br />
firma Sesabamisi kargi brendiT, magram SedarebiT<br />
mcire xarisxiT aqtiurad ewinaaRmdegeba<br />
konkurentebs, romlebsac meti — metiT pozicireben.<br />
aseT SemTxvevaSi firma mimarTavs fasebis politikas<br />
da acxadebs, rom 80 aTas dolarad Rirebuli<br />
avtomanqana myidvels SeuZloa SeiZinos 60, 50 an<br />
sulac 40 aTas dolarad.<br />
3. igiv — naklebis varianti xSirad sakmaod did faseulobaTa<br />
ganacxads akeTebs. magaliTad, kompania<br />
`del kompiuteri~ kargi xarisxis kompiuterebs<br />
myidvelebs sTavazobs xelsayrel fasebSi. pozicirebis<br />
es meTodi xSirad gamoiyeneba Camofasebuli<br />
saqonlis maRaziebSi.<br />
4. naklebi — bevrad naklebis pozicirebis strategia<br />
iseTi strategiaa, rodesac firmebi myidvelebs<br />
sTavazoben mdare xarisxis saqonelsa da momsaxurebas.<br />
magaliTad, Camofasebuli saqonlis maRaziebi<br />
moxmarebisaTvis savsebiT vargis tansacmels yidian<br />
mcire fasebSi. an kidev dabali klasis sastumroebi<br />
klientebs emsaxurebian gacilebiT iafad, vidre ma-<br />
Rali klasis sastumroebi. yvelaze momgebiani aviakompaniebic<br />
ki iyeneben `naklebi — bevrad naklebi~<br />
pozicirebis strategias, rodesac awyoben iaffasian<br />
reisebs, sadac sajdomi adgilebi daunomravia,<br />
ar yavT turistuli agentebi, ar xdeba kvebiT gamaspinZleba<br />
da sxva.<br />
5. meti — naklebiT pozicirebis strategia droebiTi<br />
RonisZiebaa. igi gulisxmobs didi faseulobis ganacxads<br />
mcire fasebiT. magaliTad, kompania `proqter<br />
end gembel~ mudmivad Tavis klientebs kargi<br />
xarisxis sarecx saSualebebs mcire fasebSi sTavazobs.<br />
zogi firma aseT meTods bazarze Sesvlis pirvel<br />
etapze mimarTavs, xolo SemdgomSi aweul fasebs<br />
ubrundeba.<br />
169
miznobriv bazarze saqonlisa da momsaxurebis pozicirebis<br />
strategiis daskvniTi saqmianoba dakavSirebulia pozicirebis<br />
ganacxadiT CamoyalibebasTan. pozicirebis ganacxadi<br />
aris firmis an brendis pozicirebis Semajamebeli maCvenebeli.<br />
igi aerTianebs informacias: miznobrivi segmentis,<br />
pozicirebis, brendis, koncefciis da ganmasxvavebeli niSnebis<br />
Sesaxeb.<br />
170
Tavi 9. saqoneli da sasaqonlo politika<br />
9.1. saqonlis cneba da klasifikacia<br />
saqoneli <strong>marketingis</strong> kompleqsis ZiriTadi elementia.<br />
kompania `nataxtaris” limonaTi, avtomobili Honda, dasveneba<br />
antaliaSi, eqimis konsultacia interklinikaSi, pro kredit<br />
bankis momsaxureba, sxvadasxva firmis kompiuteri, televizori-<br />
yvelaferi es saqonelia. f.kotleris ganmartebiT:<br />
`saqonelia yvelaferi, ramac SeiZleba daakmayofilos<br />
saWiroeba an moTxovnileba da miewodeba bazars yuradRebis<br />
misapyrobad, SesaZenad, gamosayeneblad an mosaxmarad~.<br />
1<br />
saqoneli arsebobs rogorc fizikuri obieqtis, ise<br />
momsaxurebis, ideis, organizaciis, adgilis, informaciis,<br />
adamianis samuSao Zalis saxiT.<br />
dReisTvis fizikuri saxiT arsebul saqonelTan erTad<br />
momxmarebelTa moTxovnilebebis dakmayofilebaSi didi<br />
mniSvneloba aqvs momsaxurebas. Zalian xSirad sawarmoTa<br />
marketinguli SeTavazeba erTdroulad moicavs orive komponents-rogorc<br />
fizikuri saxiT arsebul saqonels, ise momsaxurebas.<br />
<strong>marketingis</strong> specialistebi saqonelSi an momsaxurebaSi<br />
gamoyofen sam dones (ix. nax. 9.1):<br />
1) saqonlis Canafiqri;<br />
2) realuri saqoneli;<br />
3) saqoneli gamagrebiT.<br />
saqonlis Canafqiri misi ZiriTadi donea. is gulisxmobs<br />
saqonlisgan misaReb ZiriTad sargebels, romelic<br />
mwarmoeblebma saqonlis Seqmnis procesSi aucileblad unda<br />
gansazRvron. saqonels momxmareblebi, pirvel rigSi, maT-<br />
Tvis saWiro sargeblis misaRebad yiduloben. televizoris<br />
yidviT momxmareblebi iZenen garTobisa da informaciis mi-<br />
Rebis saSualebas da ara ubralod aparaturas, romliTac SeuZliaT<br />
sxvadasxva saxis gadacema naxon.<br />
1 f. kotleri, dasax. wigni, gv. 284.<br />
171
saqonlis Canafiqris Sesabamisad iqmneba gansazRvruli<br />
saxis da xarisxis saqoneli, romelsac aqvs Tavisi saxelwodeba,<br />
garkveuli Tvisebebi, aris saTanadod SefuTuli. magaliTad,<br />
kompania `yazbegis” limonaTi realuri saqonelia<br />
Tavisi saxelwodebiT, NniSan-TvisebebiT, tariTa da gaformebiT.<br />
172<br />
nax. 9.1. saqonlis sami done<br />
saqonlis mesame doneze mwarmoeblebi saqonels amagreben<br />
damatebiTi momsaxurebis da sargeblis SeTavazebiT.. damatebiTi<br />
momsaxurebiT gamagreba, upiratesad, kulturulsayofacxovrebo<br />
saqonels sWirdeba. ase, magaliTad, avtomaturi<br />
sarecxi manqanis mwarmoebelma da gamyidvelma kompaniam<br />
SeiZleba momxmareblebs SesTavazos misi Sin mitana, dadgma-damontaJeba,<br />
sxvadasxva saxis garantia. bevri kompania<br />
myidvelebs gayidvis Semdgom momsaxurebas sTavazobs. gonieri<br />
menejerebi sistematurad zrunaven TavianTi saqonlis ga-
samagreblad efeqtiani saSualebebis Seqmnaze, rac maT konkurentul<br />
brZolaSi exmareba.<br />
saqonlis arsSi safuZvlianad garkvevazea damokidebuli<br />
<strong>marketingis</strong> strategiis sworad SerCeva, saqonlis arsSi<br />
garkveva ki SesaZlebelia misi swori klasifikaciiT.<br />
saqonels, upiratesad, or jgufad yofen: samomxmareblo<br />
(individualuri moxmarebis) da sawarmoo daniSnulebis,<br />
anu biznessaqoneli. saqonlis am ori ZiriTadi jgufis moxmarebis<br />
xasiaTi, yidvis sababi da pirobebi, gasaRebis marketinguli<br />
strategia gansxvavebulia da moiTxovs specifikur<br />
midgomas.<br />
rogorc samomxmareblo, ise sawarmoo daniSnulebis saqoneli<br />
gamoyenebis xangrZlivobis mixedviT iyofa sam qvejgufad:<br />
1) xangrZlivi moxmarebis saqoneli;<br />
2) moklevadiani moxmarebis saqoneli;<br />
3) momsaxureba.<br />
xangrZlivi moxmarebisaa mravaljeradi gamoyenebis saqoneli,<br />
romelic xangrZlivi periodis manZilze akmayofilebs<br />
momxmarebelTa moTxovnilebas. saqonlis am qvejgufSi<br />
erTiandeba fexsacmeli, msubuqi avtomanqanebi, macivari,<br />
dazga, Senoba-nagebobebi da a. S.<br />
moklevadiani moxmarebis saqoneli mTlianad ixarjeba<br />
gamoyenebis erTi ciklis ganmavlobaSi an gamoiyeneba ramdenjerme.<br />
aseT saqonels miekuTvneba ualkoholo sasmelebi,<br />
sarecxi saSualebebi, sawvavi, nedleuli da a.S.<br />
momsaxureba moicavs adamianis moqmedebis sxvadasxva<br />
saxes, romelsac erTi mxare yidis meore mxareze da romelic<br />
ganapirobebs meore mxaris moTxovnilebebis dakmayofilebas.<br />
momsaxurebaSi Sedis Tmis SeWra, SeRebva, saremonto samuSaoebi,<br />
advokatis konsultacia da sxv.<br />
samomxmareblo daniSnulebis saqoneli momxmarebelTa<br />
qcevis mixedviT praqtikul marketingSi SeiZleba daiyos<br />
oTx qvejgufad (nax. 9.2):<br />
1) yoveldRiuri moTxovnis saqoneli;<br />
2) winaswari SerCevis saqoneli;<br />
3) gansakuTrebuli moTxovnis saqoneli;<br />
4) pasiuri moTxovnis saqoneli<br />
173
nax. 9.2. samomxmareblo saqonlis klasifikacia momxmarebelTa<br />
qcevis mixedviT.<br />
yoveldRiuri moTxovnis saqonels momxmarebeli Cveulebriv<br />
xSirad, minimaluri ZalisxmeviT SeiZens, yovelgvari<br />
mofiqrebis da sxva saqonelTan Sedarebis gareSe. am qvejgufSi,<br />
Tavis mxriv, SeiZleba gamoiyos yoveldRiuri moTxovnis<br />
ZiriTadi saqoneli, impulsuri moTxovnis saqoneli da<br />
saqoneli, romelsac momxmarebeli yidulobs eqstremalur,<br />
winaswar gauTvaliswinebel situaciebSi. rogorc wesi, yoveldRiuri<br />
moTxovnis saqonelze xelsayrelia dabalia. es<br />
saqoneli iyideba masobrivad, rom momxmarebelma Tavisuflad<br />
SeZlos misi yidva. yoveldRiuri moTxovnis ZiriTadi<br />
saqonelia puri, saponi, asanTi da sxva, romelTac momxmarebeli<br />
yidulobs regularulad. impulsuri moTxovnis saqonels<br />
Cveulebriv momxmarebeli SeiZens danaxvis Semdeg, wina-<br />
174
wari mofiqrebis gareSe. aseTi saqoneli iyideba bevr adgilze,<br />
amitom momxmarebels misi Zebna TiTqmis arasodes ar<br />
uwevs. dReisTvis<br />
saqonlis impulsuri yidvis wasaxaliseblad internetis<br />
gamoyenebasac ki cdiloben. Gift bastets.com saitis damfuZnebelma<br />
gadawyvita Seqmnas saswrafod SesaZeni saCuqrebis<br />
centri Gift Emergancy Center, romelic SesaZleblobas<br />
miscems momxmareblebs kalaTa, yvavilebi da sxva saqoneli im<br />
dResve miiRon TviTon an gadaugzavnon daniSnulebis obieqts.<br />
moulodnelad warmoSobili moTxovnilebebis dasakmayofileblad<br />
SeiZlebagamoiyenon sxvadasxva saxis saqoneli,<br />
magaliTad, qolga SeiZleba iyidon moulodneli Tavsxma wvimis<br />
dros, Ceqma pirveli Tovlis dros.<br />
gansakuTrebuli moTxovnis saqoneli xasiaTdeba unikaluri<br />
TvisebebiT. am saqonels hyavs Tavisi myidvelebi, romlebic<br />
mas sxva saqonels ar adareben da uars amboben Semcvlelebis<br />
yidvaze. aseT saqonels miekuTvneba moduri tansacmlis<br />
sxvadasxva saxeoba, calkeuli markis avtomanqanebi,<br />
samarTlis specialistebis momsaxureba da sxv. gansakuTrebuli<br />
moTxovnis saqonelia, magaliTad, lamborgini, romlis SesaZenad<br />
myidvelebi ar eridebian damatebiT danaxarjebs. rogorc<br />
wesi, gansakuTrebuli moTxovnis saqoneli iyideba Sez-<br />
Ruduli raodenobis savaWro obieqtebSi, romlebic didi qalaqebis<br />
feSeneblur kvartalebSia ganlagebuli.<br />
winaswari SerCevisaa saqoneli, romelsac momxmarebeli<br />
yidulobs sxva saqonelTan Sedarebisa da winaswar mofiqrebis<br />
safuZvelze. mas miekuTvneba eleqtrosaqoneli, saojaxo<br />
saqoneli, tansacmeli, aveji, zogierTi saxis momsaxureba.<br />
konkurent produqtebs momxmareblebi erTmaneTs udareben,<br />
ZiriTadad, fasis, xarisxis, garegnuli gaformebis mixedviT.<br />
saqonelze informaciis moZieba da analizi sakmaod did<br />
dros da energias moiTxovs. yidvaze gadawyvetilebis miReba<br />
damokidebulia ara mxolod mis maxasiaTeblebze, aramed misi<br />
mwarmoeblobisa da gamyidvelebis reputaciazec.<br />
pasiuri moTxovnisaa saqoneli, romelsac momxmarebeli<br />
an ar icnobs, an icnobs, magram ar fiqrobs mis SeZena. pasiuri<br />
moTxovnis saqonels miekuTvneba axali saqoneli, romelzec<br />
moTxovna Camoyalibebis procesSia, agreTve saflavis qva,<br />
saflavis adgili, donoris mier sisxlis Cabareba, sicocxlis<br />
175
dazRveva. pasiuri moTxovnis saqonlis gasayidad saWiro<br />
xdeba marketinguli Zalisxmevis gaZliereba, rac momxmareblisTvis<br />
meti da damajerebeli informaciis miwodebaSi gamovlindeba.<br />
samomxmareblo saqonlis klasifikacia moTxovnis xasiaTis<br />
mixedviT marketologebs strategiis damuSevebaSi exmareba.<br />
rogorc wesi, yoveldRiuri moTxovnis, winaswar Sesar-<br />
Cevi, gansakuTrebuli da pasiuri moTxovnis saqonlis myidvelebi<br />
gansxvavebulad iqcevian yidvis dros. gansxvavebulia,<br />
agreTve, maTi fasebi, saqonelmoZraobis arxebi da myidvelebze<br />
zemoqmedebis meTodebi (ix. cxrili 9.1).<br />
176<br />
cxrili 9.1.<br />
marketingi samomxmareblo saqonlis saxeebis<br />
mixedviT<br />
# myidvelis<br />
qcevaze moqmedi<br />
faqtorebi<br />
1 yidvaze<br />
gadawyvetilebi<br />
s miRebis dro<br />
yoveldRiuri<br />
moTxovnis<br />
saqoneli<br />
winaswar<br />
SesarCevi<br />
saqoneli<br />
mcire mniSvnelov<br />
ani<br />
gansakuTre<br />
buli<br />
moTxovnis<br />
saqoneli<br />
pasiuri<br />
moTxovnis<br />
saqoneli<br />
xangrZlivi xan mcire<br />
xan<br />
xangrZlivi<br />
2 yidvis sixSire xSirad saSualo iSviaTad xan xSirad<br />
xan<br />
iSviaTad<br />
3 maRaziis<br />
adgilmdebareo<br />
ba<br />
4 fasis da<br />
xarisxis<br />
Sedareba<br />
5 fasis<br />
mniSvneloba<br />
6 mwarmoebeli<br />
sawarmos<br />
reputacia<br />
7 gayidvis<br />
obieqtebis<br />
raodenoba<br />
8 saqonlis<br />
bazarze win<br />
wawevis<br />
RonisZiebebi<br />
Zalian<br />
mniSvnelovani<br />
iSviaTad<br />
adareben<br />
Zalian<br />
mniSvnelovani<br />
Zalian<br />
mniSvnelovani<br />
mravalricxovan<br />
i<br />
mniSvnelov<br />
ani<br />
yovelTvis<br />
adareben<br />
mniSvnelov<br />
ani<br />
mniSvnelov<br />
ani<br />
mcire Zalian<br />
didi<br />
naklebad<br />
mniSvnelov<br />
ani<br />
iSviaTad<br />
adareben<br />
mniSvnelov<br />
ani<br />
iSviaTad<br />
adareben<br />
umniSvnelo xan<br />
mniSvnelov<br />
ani xan<br />
umniSvnelo<br />
Zalian<br />
mniSvnelov<br />
ani<br />
SezRuduli Zalian<br />
Sezruduli<br />
ZiriTadad<br />
umniSvnelo<br />
SezRuduli<br />
didi Zalian<br />
mcire
sawarmoo daniSnulebisaa saqoneli, romelsac sawarmoebi<br />
Semdgomi gadamuSavebis an biznesSi gamoyenebis mizniT<br />
yiduloben. SesaZlebelia, erTi da igive saqoneli, yidvis<br />
miznis Sesabamisad, iyos erT SemTxvevaSi samomxmareblo, meore<br />
SemTxvevaSi ki sawarmoo daniSnulebis. ase, magaliTad,<br />
Tu WurWlis sarecx manqanas momxmarebeli ojaxSi gamosayeneblad<br />
iyidis, is, cxadia, iqneba samomxmareblo, magram Tu<br />
sarestorno biznesSi gamosayeneblad SeiZens sawarmoo daniSnulebis.<br />
saqonels profesionalebi yiduloben. maTi movaleobaa<br />
saqonlis yidvaze gadawyvetilebis miReba mxolod<br />
saTanado dasabuTebis safuZvelze da saxsrebis ekonomiurad<br />
xarjvis pirobebSi.<br />
warmoebis procesSi monawileobis mixedviT sawarmoo<br />
daniSnulebis saqoneli SeiZleba daiyos sam jgufad (ix. nax.<br />
9.3).<br />
1) masalebi da detalebi;<br />
2) kapitaluri qoneba;<br />
3) damxmare masalebi da momsaxureba.<br />
nax. 9.3. biznesproduqtebis klasifikacia warmoebis<br />
procesSi monawileobis mixedviT<br />
177
masalebi da detalebi mTlianad gamoiyeneba produqtis<br />
warmoebisTvis erTi ciklis ganmavlobaSi. masSi erTiandeba<br />
nedleuli, naxevarfabrikatebi da detalebi. nedleul-<br />
Si Sedis xorbali, bamba, xil-bostneuli, navTobi, sxvadasxva<br />
saxis madani da a.S. nedleuli mTlianad gamoiyeneba warmoebis<br />
erTi ciklis ganmavlobaSi da xdeba mza produqtis nawili<br />
mxolod gadamuSavebuli(Secvleli) saxiT. naxevarfabrikatebi<br />
da detalebi SeiZleba iyos an materialuri komponenti<br />
an kompleqturi mowyobiloba. warmoebis procesSi materialuri<br />
komponentebis damuSaveba grZeldeba, magaliTad,<br />
narTis qsovilis warmoebaSi. rac Seexeba kompleqtur mowyobilobebs,<br />
isini yovelgvari gadamuSavebis gareSe gamoiyeneba<br />
produqciis Sesaqmnelad. magaliTad, Zrava manqanaSi CamontaJdeba<br />
cvlilebis gareSe. saburavi manqanas aseve cvlilebis<br />
gareSe ukeTdeba.<br />
kapitalur qonebaSi Sedis sawarmoo simZlavreebi da<br />
damxmare danadgarebi (mowyobilobebi). sawarmoo simZlavreebi<br />
moicavs stacionalur Senoba-nagebobebs da stacionalur<br />
danadgarebs. stacionalur danadgarebs miekuTvneba<br />
dazga, amwe, burRi, kompiuteruli sistema da sxv. damxmare<br />
danadgarebia samuSao iaraRebi da saofise mowyobilobebi.<br />
stacionaluri Senoba-nagebobebisa da danadgarebisgan gansxvavebiT<br />
damxmare danadgarebi mxolod xels uwyoben warmoebis<br />
process da stacionalur danadgarebTan SedarebiT<br />
mokle drois ganmavlobaSi emsaxurebian mas.<br />
damxmare masalebisa da momsaxurebis Rirebulebac ar<br />
Sedis mza nawarmSi. damxmare masalebi ori saxisaa: samuSao<br />
masalebi da teqnikuri momsaxurebis da remontis dros gamoyenebuli<br />
masalebi. samuSao masalebs miekuTvneba: qvanaxSiri,<br />
saweri qaRaldi, pasta, fanqrebi da a.S. teqnikuri momsaxurebis<br />
da remontis dros gamoyenebul masalebSi Sedis saRebavebi,<br />
jagrisebi, lursmnebi da a.S. damxmare masalebis yidvaze<br />
gadawyvetilebis miReba ar moiTxovs did Zalisxmevas. ma-<br />
Ti yidva xorcieldeba cvlilebebis gareSe ganmeorebiTi<br />
Sesyidvebis meTodiT. damxmare masalebs Suamavlebis gamoyenebiT<br />
yiduloben da yidian. am saxis saqonlis warmoeba da<br />
moxmareba ganfenilia did teritoriaze, fasebi SedarebiT<br />
dabalia, momxmareblis erTgulebis xarisxi naklebad aris<br />
gamoxatuli.<br />
178
iznesmomsaxureba SeiZleba iyos teqnikuri da saremonto,<br />
agreTve, sakonsultacio. teqnikur momsaxurebasa da<br />
remontSi Sedis fanjrebis gawmenda, saweri magidebis SekeTeba,<br />
kompiuterebis remonti. sakonsultacio momsaxureba sawarmoebs<br />
sWirdebaT, rogorc wesi, axali amocanebis gadasawyvetad.<br />
sakonsultacio momsaxurebas SeiZleba hqondes samarTlebrivi<br />
xasiaTi. SesaZlebelia am saxis momsaxureba<br />
dasWirdeT xelmZRvanel muSakebs marTvis procesSi warmo-<br />
Sobili problemebis mosagvareblad.<br />
sawarmoo daniSnulebis saqoneli samomxmareblo saqonelTan<br />
SedarebiT xasiaTdeba specifikuri niSan-TvisebebiT,<br />
rac ganapirobebs gansxvavebul marketingul midgomas misi<br />
warmoebisa da gasaRebis procesSi (ix. cxrili 9.2).<br />
cxrili 9.2.<br />
marketinguli saqmianoba sawarmoo daniSnulebis<br />
saqonlis ZiriTadi saxeebis mixedviT<br />
# myidvelis qcevaze<br />
moqmedi<br />
faqtorebi<br />
1 yidvaze<br />
gadawyvetilebis<br />
miRebis dro<br />
masalebi da<br />
detalebi<br />
kapitalu<br />
ri qoneba<br />
xangrZlivi mniSvnelo<br />
vani<br />
damxmare<br />
masalebi da<br />
momsaxureba<br />
mcire<br />
2 yidvis sixSire xSirad iSviaTad saSualo<br />
3 savaWro obieqtis Zalian naklebad mniSvnelovani<br />
adgilmdebareoba mniSvnelova mniSvnelo<br />
ni<br />
vani<br />
4 fasis da<br />
Zalian xSirad iSviaTad<br />
xarisxis Sedareba xSirad<br />
5 fasis<br />
mniSvneloba<br />
Zalian didi didi naklebi<br />
6 mwarmoebeli<br />
sawarmos<br />
reputacia<br />
7 savaWro<br />
obieqtebis<br />
raodenoba<br />
8 saqonlis bazarze<br />
win wawevis<br />
RonisZiebebi<br />
Zalian<br />
mniSvnelova<br />
ni<br />
mniSvnelo<br />
vani<br />
SezRuduli Zalian<br />
SezRudu<br />
li<br />
umniSvnelo umniSvnel<br />
o<br />
naklebad<br />
mniSvnelovani<br />
mravalricxovan<br />
i<br />
Zalian<br />
umniSvnelo<br />
179
180<br />
9.2. sasaqonlo politikis arsi da<br />
misi SemuSaveba<br />
sasaqonlo politikaSi igulisxmeba sawarmos mier<br />
gatarebuli gansazRvruli kursi, romelmac unda uzrunvelyos<br />
bazris moTxovnebis Sesabamisad sasaqonlo asortimentis<br />
formireba da marTva, saqonlis SefuTva da markireba<br />
da misi konkurentunarianoba bazarze.<br />
sasaqonlo politikas unda gaiTvaliswinos sawarmos<br />
interesebi grZelvadian perspeqtivaSi da gamoricxos saTanado<br />
analizis Catarebis gareSe gadawyvetilebebis miReba.<br />
sasaqonlo politika sawarmoo da marketinguli politikis<br />
Semadgeneli nawilia. misi damuSavebis da praqtikaSi gatarebisTvisaTvis<br />
aucilebelia garkveuli pirobebis dacva, ker-<br />
Zod, saWiroa sawarmos ZiriTadi miznisa da misgan gamomdinare<br />
amocanebis arsSi safuZvlianad garkveva, sawarmoo-gasa-<br />
RebiTi strategiis damuSaveba, bazris ZiriTadi moTxovnebis<br />
Seswavla, mimdinare da potenciuri SesaZleblobebis gamovlena.<br />
sworad SemuSavebuli da gatarebuli sasaqonlo politikis<br />
pirobebSi SesaZlebelia Semdegi amocanebis gadawyveta:<br />
1) optimaluri sasaqonlo asortimentis Seqmna;<br />
2) saqonlis asortimentis periodulad ganaxleba saqonlis<br />
sasicocxlo ciklis etapebze dakvirvebis<br />
Sedegebis Sesabamisad;<br />
3) swori Tanafardoba damyareba axali da tradiciuli<br />
saqonlis warmoebis moculobebs Soris;<br />
4) axali saqonlis bazarze droulad da xelsayrel<br />
segmentze gatana;<br />
5) saqonlis droulad moxsna warmoebidan;<br />
sasaqonlo politikis amosavali cnebaa sasaqonlo<br />
asortimenti, romelsac xSirad aigiveben sasaqonlo nomenklaturis<br />
cnebasTan da gulisxmoben konkretuli mewarmis<br />
mier bazrisTvis SeTavazebuli yvela saxis saqonlis erTobliobas.<br />
sasaqonlo asortimenti Sedgeba saqonlis sxvadasxva<br />
saxisgan. saqonlis calkeul saxeSi gamoyofen asortimen-
tul jgufebs, asortimentul jgufebSi ki asortimentul<br />
poziciebs.<br />
optimaluri sasaqonlo asortimentis Seqmna SesaZlebelia<br />
mxolod misi dagegmvisa da marTvis mecnierulad dasabuTebuli<br />
sistemis safuZvelze. sasaqonlo asortimentis<br />
dagegmva da marTva rTuli procesia, radgan sawarmos interesebidan<br />
gamomdinare sasaqonlo asortimentis ganaxleba<br />
mudmivad unda ganxorcieldes. aseTi midgomis gareSe sawarmos<br />
gauWirdeba konkurentebTan dapirispireba.<br />
sasaqonlo asortimentis marTva gansxvavebuli xasia-<br />
Tisaa calkeul sawarmoebSi ara mxolod sxvadasxva, aramed<br />
erTi da igive saxis saqonelzec. magram yvela SemTxvevaSi sasaqonlo<br />
asortimentis dagegmvisa da marTvis procesSi adgenen<br />
saqonlis saxeebsa da saxesxvaobebs, iReben gadawyvetilebebs<br />
ararentabeluri saqonlis warmoebis Sewyvetis da<br />
axali da gaumjobesebuli saqonlis Seqmnis mizniT mecnieruli<br />
kvlevis gansaxorcieleblad, amtkiceben saqonlis warmoebis<br />
da amisTvis saWiro finansuri resursebis gamoyofis<br />
gegmebs, gansazRvraven Tanafardobas saqonlis masobrivi da<br />
individualuri SekveTebiT warmoebis moculobebs Soris.<br />
rogorc praqtikam uCvena, sawarmoTa umetesoba saqmianobas<br />
iwyebs saqonlis viwro asortimentiT, romelic Tanda-<br />
TanobiT farTovdeba momxmarebelTa moTxovnisa da sawarmos<br />
strategiuli miznebis urTierTdakavSirebis safuZvelze.<br />
sasaqonlo politikis damuSavebisas saTanado yurad-<br />
Reba unda mieqces saqonlis SefuTvisa da markirebis sakiTxs.<br />
saqonlis SefuTviT mwarmoebeli da gamsaRebeli sawarmoebi<br />
moxerxebul pirobebs uqmnian myidvelebs saqonlis SesaZenad,<br />
rac aCqarebs realizacias. am TvalsazrisiT SefuTva<br />
ganixileba rogorc saqonlis gasaRebis stimulirebis sa-<br />
Sualeba.<br />
bazarze gasayidad gamotanili bevri saqonlis SefuTva<br />
aucilebelia, radgan amis gareSe misi momxmareblisTvis miwodeba<br />
ver moxerxdeba. amasTan, saqonelTa erTi nawilis gasaRebis<br />
procesSi SefuTva arsebiT rols ar asrulebs. ase,<br />
magaliTad, kosmetikuri nawarmisaTvis SefuTva metad mniSvnelovania,<br />
iafasiani saojaxo saqonlisTvis ki is umniSvnelo<br />
rols asrulebs. SefuTva Zalian mniSvnelovania higienu-<br />
181
i TvalsazrisiTac. es, pirvel rigSi, exeba kvebis produqtebs,<br />
romlebic garecxvis gareSe moixmareba (pur-funTuSeuli,<br />
makaronis nawarmi da sxv.).<br />
SefuTvaSi igulisxmeba saqonlis saTavsi an garsi,<br />
romlis ZiriTadi daniSnuleba gafuWebisa da dazianebisgan<br />
saqonlis dacvaa, magram SefuTvis daniSnulebis mxolod<br />
maTze dayvana araviTar SemTxevaSi ar SeiZleba.<br />
amasTan, SefuTva mowodebulia:<br />
1) uzrunvelyos saqonlis racionaluri partiis<br />
Seqmna transportirebis, datvirTvisa da gadmotvirTvis<br />
procesis gaiolebisTvis;<br />
2) misces SesaZlebloba Sesabamisi profilis sawarmoebs<br />
saqonlis racionaluri odenobiT SenaxvisTvis;<br />
3) iyos reklamis mniSvnelovani wyaro.<br />
ukanasknel periodSi SefuTvas ganixilaven rogorc<br />
<strong>marketingis</strong> erT-erT mniSvnelovan saSualebas. kargad Sefu-<br />
Tuli saqoneli xelsayrelia aramarto momxmareblisTvis,<br />
aramed mwarmoeblisTvisac, radgan is saqonlis gasaRebis<br />
stimulirebis damatebiTi saSualebaa.<br />
SefuTvas mravalsaukunovani istoria aqvs. jer kidev<br />
pirvelyofili adamianebi iyenebdnen veluri xil-kenkris<br />
tyidan gamoqvabulebSi gadasatanad cxovelTa tyavebsa da<br />
mcenareebisagan dawnul kalaTebs. arqeologiuri gaTxrebis<br />
Sedegad mecnierebis mier aRmoCenilia Tixis sxvadasxva moculobis<br />
WurWeli, romelSic uZvelesi adamianebi sxvadasxva<br />
saxis siTxesa da marcvleuls inaxavdnen. Zvelma egviptelebma<br />
siTxis Sesanaxad pirvelad gamoiyenes Tixis WurWeli. Sua<br />
saukuneebSi SesafuT masalad gamoiyeneboda tyavi, qsovili,<br />
xis masala, qva, keramika, mina. mravali saukunis ganmavlobaSi<br />
safuTavis daniSnuleba iyo saqonlis Senaxva da transportireba.<br />
praqtikul marketingSi SefuTva uzrunvelyofs Semdegi<br />
amocanebis gadawyvetas: is produqts dazianebis, gafuWebisa<br />
da datacebisgan icavs. safuTavi, masze gakeTebuli warwerebiT,<br />
momxmareblisTvis megzuria saqonlis gacnobisa da<br />
SeZenis gzaze. SefuTva icavs ra produqts garegani faqtorebis<br />
araxelsayreli zemoqmedebisgan da amis Sesabamisad gafuWebisgan,<br />
uzrunvelyofs saqmianobis ufro efeqtianad<br />
ganxorcielebas.<br />
182
zogjer produqtis SemadgenlobaSi raimes Secvla Zalian<br />
saSiSia janmrTelobisTvis, rac bevr sawarmos safuTavis<br />
gaumjobesebisken ubiZgebs. ase, magaliTad, zogierTi<br />
wamlis SemadgenlobaSi araxelsayrelma Carevam SeiZleba pacientis<br />
sikvdilic ki gamoiwvios. amis Tavidan acileba SesaZlebelia<br />
Wamlebis saTanadod SefuTvis gziT.<br />
dReisTvis ganviTarebul qveynebSi saqonlis SefuTvis<br />
sazRvrebi mkveTrad gafarTovda. amis mizezi uamravia, magram<br />
maT Soris unda gamoiyos Semdegi: TviTmomsaxurebis me-<br />
TodiT saqonlis gayidvis gafarToeba, momxmarebelTa ekonomiuri<br />
SesaZleblobebis zrda, firmis da sasaqonlo markis<br />
imiji.<br />
TviTmomsaxurebis meTodiT saqonlis gayidvis dros<br />
produqtis Sesaxeb informacias myidvels safuTavze gakeTebuli<br />
warwerebi awvdis. warweris Sinaarsi iseTi unda iyos,<br />
rom myidveli darwmundes saqonlis dadebiT TvisebebSi da<br />
gadawyvitos misi yidva.<br />
cxovrebis donis amaRlebasTan erTad izrdeba momxmarebelTa<br />
moTxovnebi saqonlis SefuTvis xarisxze. ekonomikuri<br />
SesaZlebloba saSualebas aZlevs momxmareblebs meti<br />
yuradReba dauTmon safuTavis garegnul saxes, saimedoobasa<br />
da prestiJulobas. SefuTvis procesis srulyofasa da gafarToebas<br />
xels uwyobs is faqtoric, rom bevri firma Tavisi<br />
da saqonlis imijis Seqmnisa da popularizaciis erT-erT<br />
mniSvnelovan saSualebad SefuTvas miiCnevs. SefuTvam xeli<br />
unda Seuwyos saqonlis imijis ganmtkicebas.. kargia, roca<br />
momxmareblebi SefuTvis mixedviT uceb cnoben ama Tu im<br />
firmis saqonels. ase, magaliTad, firmis myidvelebisTvis<br />
kargadaa cnobili firma Kodak-is yviTeli feris yuTebi. zogierTi<br />
firma SefuTvis dapatentebasac ki axdens, riTac mas<br />
icavs konkurenti firmebisgan. amas gansakuTrebuli mniSvneloba<br />
eniWeba maSin, roca SefuTvis dizaini arsebiT rols asrulebs<br />
saqonelze momxmareblTa Sexedulebebis CamoyalibebaSi.<br />
SefuTvas gaaCnia siaxlis danergvis didi SesaZleblobebi.<br />
siaxle uzrunvelyofs saqonlis Senaxvis vadis gadidebas<br />
da amis Sesabamisad mwarmoebelTa reputaciis amaRlebas.<br />
saqonlis SefuTvasTan uSualod aris dakavSirebuli<br />
markireba, romelic xorcieldeba etiketis, iarliyis saSualebiT.<br />
ganviTarebul qveynebSi farTod gamoiyeneba agreTve<br />
183
markireba Strixuli kodebis meSveobiT. etikets SeiZleba<br />
hqondes saqonelze mimagrebuli ubralo saWdis saxe an warmoadgendes<br />
erTian grafikul kompozicias, romelic SefuTvis<br />
ganuyofeli nawilia. etiketze zogjer mocemulia mxolod<br />
samarko saxelwodeba, zogjer ki vrceli informacia saqonelze.<br />
aris SemTxvevebi, roca saqonlis gamyidveli arCevs<br />
mokle, martiv etikets, magram kanoni moiTxovs damatebiTi<br />
informaciis ganTavsebas masze.<br />
etiketma unda Seasrulos ramdenime funqcia, romel-<br />
Tac SearCevs TviTon saqonlis gamyidveli. etiketis meSveobiT<br />
SesaZlebelia saqonlis an markis identifikacia, xarisxis<br />
miTiTeba, saqonlis mokle daxasiaTeba warmoebis adgilis<br />
da drois, gamoyenebis wesis da teqnikuri usafrTxoebis<br />
pirobebis miTiTebiT, saqonlis propaganda mimzidveli grafikuli<br />
Sesrulebis meSveobiT.<br />
etikets waeyeneba mTeli rigi moTxovnebi, romelTa<br />
dacva bevr qveyanaSi samarTlebrivad regulirdeba. es moTxovnebia:<br />
sazogadoebisaTvis saqonelze swori informaciis<br />
miwodeba, saqonlis Semadgeneli komponentebis srulad mi-<br />
TiTeba, saqonlis gamoyenebis procesSi teqnikuri usafrTxoebis<br />
wesebis srulyofilad CamoTvla da sxva.<br />
saqonlis SefuTva da markireba SeiZleba ganvixiloT<br />
rogorc bazarze mwarmoeblis da gamyidvelis “savizito baraTi”,<br />
romlis meSveobiTac myidveli amyarebs kontaqts saqonelTan.<br />
isini imavdroulad warmoadgenen reklamis<br />
mZlavr instruments, romelic uzrunvelyofs moTxovnis Camoyalibebas<br />
da gasaRebis stimulirebas. aRniSnulidan gamomdinare<br />
aucilebelia maTi sistematuri srulyofa, rac,<br />
jer erTi, daaCqarebs saqonlis realizaciis process da, meore,<br />
Tavidan aacilebs sawarmos mza produqciis danakargebs.<br />
saqonlis konkurentunarianobis uzrunvelyofac sasaqonlo<br />
politikis mniSvnelovani Semadgeneli nawilia. konkurentunarianobaa.<br />
bazarze saqonlis warmatebis mTavari<br />
faqtori. uCvenebs konkurentebTan SedarebiT saqonlis Sesabamisobis<br />
maRal dones bazris moTxovnebTan xarisxobrivi,<br />
teqnikuri, ekonomikuri da sxva maCveneblebis mixedviT.<br />
konkurentunarianoba gulisxmobs saqonlis im ni-<br />
San-Tvisebebis erTobliobas, romlebic gansazRvraven ba-<br />
184
zarze mis warmatebas da upiratesobas masTan konkurenciaSi<br />
myof analogiur saqonelTan SedarebiT.<br />
saqonlis konkurentunarianobis ZiriTadi maCvenebelia<br />
xarisxi. masSi igulisxmeba im niSan-Tvisebebis erToblioba,<br />
romlebic gansazRvraven saqonlis mier momxmareblebis<br />
moTxovnilebebis dakmayofilebis unars. rogorc wesi, momxmareblebs<br />
ainteresebT saqonlis is niSan-Tvisebebi, romlebic<br />
daakmayofileben maT moTxovnilebebs. swored sasargeblo<br />
niSan-Tvisebebis erToblioba gadaaqcevs produqts moxmarebis<br />
sagnad.<br />
xarisxs da konkurentunarianobas xSirad erTmaneTTan<br />
aigiveben, rac arasworia. maTi SedarebiTi daxasiaTebidan<br />
(ix. cxrili 9.3) Cans, rom:L<br />
1) konkurentunarianoba xarisxisgan gansxvavebiT mxolod<br />
sabazro ekonomikisTvis damaxasiaTebeli kategoriaa;<br />
2) konkurentunarianoba xarisxTan SedarebiT ufro<br />
dinamikuri da cvalebadi bunebisaa. erTi da igive<br />
xarisxis saqoneli erTsa da imave bazarze sxvadasxva<br />
dros gansxvavebuli konkurentunarianobiT xasiaTdeba.<br />
amasTan, erTi da imave xarisxis saqoneli sxvadasxva<br />
bazarze zogjer gansxvavebul konkurentunarianobas<br />
avlens. arsebobs gamonaklisebic. zogierT<br />
bazarze dabalxarisxiani saqoneli maRalxarisxian<br />
saqonelTan SedarebiT ufro kargad iyideba;<br />
3) gansxvavebulia xarisxisa da konkurentunarianobis<br />
gansazRvris meqanizmi. xarisxi dgindeba erTgvarovani<br />
produqtebis niSan-Tvisebebis specialuri organizaciebis<br />
mier winaswar dadgenil standarteb-<br />
Tan Sedarebis gziT. rac Seexeba konkurentunarianobas,<br />
misi gansazRvris mizniT konkurenti produqtebis<br />
niSan-Tvisebebi Seudardeba momxmarebelTa<br />
moTxovnilebebs, Semdeg ki erTmaneTs. zogjer er-<br />
TmaneTs araerTgvarovan saqonelsac upirispireben,<br />
Tu isini erTi da igive moTxovnilebebs akmayofileben.<br />
4) gansxvavebulia xarisxisa da konkurentunarianobis<br />
fasze damokidebulebac. fasi xarisxzea damokidebuli,<br />
konkurentunarianoba ki fasze. cxadia, rac<br />
185
186<br />
ufro xarisxiania saqoneli, miT Zviria misi fasi.<br />
amasTan, rac ufro mcirea fasi, umetes SemTxvevaSi,<br />
is ufro konkurentunariania bazarze.<br />
cxrili 9.3.<br />
saqonlis xarisxisa da konkurentunarianobis<br />
SedarebiTi daxasiaTeba<br />
xarisxi konkurentunarianoba<br />
mudmivi kategoriaa axasiaTebs upiratesad sabazro<br />
ekonomikas<br />
saqonlis naklebad dinamikuri<br />
da cvalebadi maCvenebelia<br />
xarisxTan SedarebiT ufro<br />
dinamikuri da cvalebadia<br />
gansazRvreba specialuri<br />
dgindeba bazarze<br />
organizaciebis mier dadgenil<br />
standartebTan saqonlis niSan-<br />
Tvisebebis Sedarebis gziT<br />
fasis sididis ganmsazRvrelia damokidebulia fasze<br />
dgindeba saqonlis ZiriTadi<br />
niSan-Tvisebebis safuZvelze<br />
ganisazRvreba saqonlis im niSan-<br />
TvisebebiT, romlebic mocemul<br />
momentSi yvelaze mniSvnelovania<br />
momxmareblisTvis<br />
xarisxi ganisazRvreba saqonlis im niSan-TvisebebiT,<br />
romelTac eyrdnoba misi ZiriTadi sargeblianoba. rac Seexeba<br />
konkurentunarianobas, misi safuZvelia saqonlis is ni-<br />
San-Tvisebebi, romlebic mocemul bazrebze drois mocemul<br />
monakveTSia mniSvnelovani momxmareblisTvis. ekonomiuri<br />
gaWirvebis dros momxmarebeli arsebiT mniSvnelobas aniWebs<br />
fass, sagarantio vadas, saqonlis Secvlis uflebas da gamoyenebis<br />
xangrZlivobas. saqonlis xarisxi, prestiJuloba, moduroba,<br />
unikaluroba, siaxlis done, SefuTva da zogierTi<br />
sxva maCvenebeli misTvis naklebad mniSvnelovania an SeiZleba<br />
isini momxmareblebma saerTodac ar miiRon mxedvelobaSi.<br />
mosaxleobis gaRatakebuli fenebisTvis mTavari gadarCenaa,<br />
rasac ar sWirdeba moduri da prestiJuli saqoneli.<br />
saqonlis konkurentunarianobis maCveneblebs miekuTvneba,<br />
agreTve, teqnikuri, ergonomikuri, esTetikuri da<br />
normatiuli maCveneblebi.
saqonlis konkurentunarianobis teqnikuri maCveneblebi<br />
asaxaven mis funqciur daniSnulebas. es maCveneblebi gansxvavebulia<br />
saqonlis saxeebis mixedviT. ase, magaliTad, satvirTo<br />
transportis funqciuri daniSnuleba erTi gadazidvis<br />
dros gadatanili tvirTis moculobiT ganisazRvreba, xolo<br />
Carxisa drois garkveul periodSi warmoebuli produqciis<br />
raodenobiT.<br />
ergonomikuri maCveneblebi uCveneben produqciis Sesabamisobas<br />
adamianis organizmis moTxovnilebebTan. bazarze<br />
gamotanili kvebis produqtebi unda Seicavdes adamianis organizmisTvis<br />
saWiro cilebs, cximebs, naxSirwylebs da vitaminebs.<br />
mwarmoeblebma unda daicvan kvebis produqtebis Senaxvis<br />
vadebi. isini unda iyos ekologiurad sufTa. mxolod<br />
aseT SemTxvevaSi iyidis mas momxmarebeli.<br />
esTetikuri maCveneblebi produqtis garegnul saxes<br />
axasiaTeben. isini xels uwyoben momxmareblis mier saqonlis<br />
dadebiTad aRqmis process. esTetikuri maCveneblebia: forma,<br />
gamomxatveloba ferebiT, damuSavebis xarisxi. formis<br />
aRqma damokidebulia momxmareblis individualur gemovnebaze,<br />
tradiciebsa da arsebul garemoze. feric did gavlenas<br />
axdens saqonlis aRqmis procesze adamianis fsiqikaze zemoqmedebis<br />
gziT. ferebis unars daawynaros an aRagznos adamiani<br />
kargad iyeneben biznesmenebi saqonlis realizaciis procesSi.<br />
normatiuli maCveneblebi asaxaven produqciis im ni-<br />
San-Tvisebebs, romelebic daculia mocemul bazarze savaldebulo<br />
normebiT, standartebiT, kanonmdeblobiT. sxvadasxva<br />
qveyanaSi saqonlis niSan-Tvisebebis mimarTgansxvavebuli<br />
moTxovnebia, rac aucileblad unda gaiTvaliswinon firmebma<br />
saerTaSoriso doneze gasvlisas.<br />
saqonlis konkurentunarianobis ekonomikuri maCveneblebi<br />
axasiaTeben momxmareblis mier saqonlis yidvasa da gamoyenebaze<br />
gaweul xarjebs, romlebic saqonlis yidvis da<br />
moxmarebis fasiT gamoixateba. saqonlis fasi xarisxTan<br />
erTd xSirad gadamwyvet rols asrulebs konkurentunarianobis<br />
Sefasebisas. moxmarebis fass gansakuTrebiT didi mniSvneloba<br />
eniWeba teqnikurad rTul saqonelze, romlis gamoyenebis<br />
o xarjebi xSirad aRemateba yidvis xarjebs. mosaxleobis<br />
farTo fenebi yiduloben upiratesad im saqonels, romlis<br />
moxmarebis fasic minimaluria.<br />
187
xarisxisa da konkurentunarianobis sakiTxs gadamwyveti<br />
mniSvneloba eniWeba <strong>marketingis</strong> strategiaSi. amis mizezi<br />
saqmianobis momxmarebelTa interesebis Sesabamisad warmar-<br />
Tvaa, rac, pirvel rigSi, xarisxiani da konkurentunariani saqonlis<br />
warmoebas gulisxmobsd.<br />
konkurentunariani saqonlis warmoeba mWidroukavSirdeba<br />
saqonlis ganaxlebis process. konkurentuli upiratesobis<br />
momtani axali saqoneli warmoSobs axal moTxovnilebebas<br />
da warmoebis gafarToebis safuZveli xdeba.<br />
188<br />
9.3. sasaqonlo niSani da misi mniSvneloba<br />
marketingSi<br />
saqonlis marketingul strategiaSi did mniSvnelobas<br />
aniWeben sasaqonlo niSans, romelTanac dakavSirebulia sasaqonlo<br />
markis, samarko(safirmo) saxelwodebis, samarko<br />
niSnis cnebebi.<br />
sasaqonlo marka an ubralod marka (brendi) arsebobs<br />
saxelis, terminis, niSnis, simbolos, naxatis, asoebis,<br />
ricxvebis an maTi sxvadasxva kombinaciis saxiT.<br />
sasaqonlo marka saqonels eniWeba sxva sawarmos analogiuri<br />
saqonlisgan gansxvavebis mizniT.<br />
sasaqonlo markis is nawili, romelsac sityvebiT gamoTqvamen,<br />
samarko saxelwodebaa.<br />
samarko saxelwodebebia, .magaliTad, “Colgate” , “Sony”,<br />
“Toyota”, “Honda”, “Nike”.<br />
sasaqonlo markis nawili, romelic arsebobs simboloebis,<br />
Seferilobebis, gamosaxulebis, asoebis, an sxva<br />
saxis aRniSvnebis saxiT, samarko niSania.<br />
samarko niSani sityvebiT ar gamoiTqmeba. is SeiZleba<br />
amoicnon.<br />
sasaqonlo niSani mTlianad marka an misi nawilia,<br />
romelic samarTlebrivad daculia.<br />
sasaqonlo niSani icavs saqonlis gamyidvelis gansakuTrebul<br />
uflebebs samarko saxelwodebis an samarko niSnis<br />
kuTvnilebaze. sasaqonlo niSani praqtikaSi ganixileba rogorc<br />
savaWro marka an safirmo niSani.<br />
sasaqonlo marka, samarko saxelwodeba an samarko niSani<br />
marketinguli aRniSvnebia, romlebic iuridiulad ver
icaven saqonels konkurentebisgan. amitom sawarmoebi maT<br />
registraciaSi atareben. registraciis aRsaniSnavad gamoiyeneba<br />
wreSi Casmuli aso R. saerTod, bazarze ufrokargad<br />
iyideba sasaqonlo niSnis mqone saqoneli, vidre sasaqonlo<br />
niSnis armqone, saqonelTan SedarebiT.<br />
marketinguli TvalsazrisiT sasaqonlo niSani saqonelze<br />
pasuxismgeblobis gansakuTrebuli simboloa. is miu-<br />
TiTebs imaze, Tu vis ekuTvnis mocemuli saqonlis warmoebisa<br />
da realizaciis ufleba da vinaa pasuxismgebeli saqonlis<br />
xarisxze. maSasadame, sasaqonlo niSani myidvelisTvis saTanado<br />
xarisxis saqonlis SeZenis mamoZravebeli motivi da Taviseburi<br />
saxis garantiaa, rac aCqarebs realizaciis process.<br />
saqonlisTvis samarko saxelwodebis miniWebis praqtikam<br />
ganvlo ganviTarebis garkveuli gza. adre saqonlis masis<br />
umetesoba iyideboda samarko saxelwodebis gareSe, II msoflio<br />
omis Semdgom ki imdenad gafarTovda samarko saxelwodebebis<br />
miniWebis kampania, rom dReisTvis ganviTarebul<br />
qveynebSi TiTqmis arc erTi saqoneli ar aris bazarze samarko<br />
saxelwodebis gareSe. amasTan, bolo wlebSi SeiniSneba sapirispiro<br />
tendencia. izrdeba samarko saxelwodebis gareSe<br />
warmoebuli da realizebuli saqonlis raodenoba, radgan am<br />
SemTxvevaSi fasebi dabalia. fasebis Semcirebis SesaZleblobas<br />
iZleva dabali xarjebi reklamasa da SefuTvaze.<br />
samarko saxelwodebam unda daakmayofilos garkveuli<br />
moTxovnebi. sasurvelia samarko saxelwodebiT xazi gaesvas<br />
saqonlis ZiriTad Rirebulebebs. markis saxelwodeba advilad<br />
unda warmoiTqvas da azris dakargvis gareSe gadaiTargmnos<br />
sxva enaze, rasac gansakuTrebiT didi mniSvneloba aqvs<br />
saerTaSoriso kompaniebisTvis. ar unda gamoiyenon sxva kompaniebis<br />
mier adre registrirebuli saxelwodebebi.<br />
markebis saxelwodebis SerCevis procesSi sawarmoebi<br />
iTvaliswineben rogorc menejerebis, ise momxmareblebis mosazrebebs.<br />
yvela SemTxvevaSi SerCeulma samarko saxelwodebam<br />
unda miizidos momxmarebeli. msoflioSi dReisTvis didi<br />
popularobiT sargeblobs Semdegi dasaxelebis markebi: Sony,<br />
Adidas, Panasonic, Mercedes-benz, Toyota, Coca-Cola da a. S.<br />
Tu sawarmom sworad SearCia markis saxelwodeba da saqonelic<br />
Tavisi TvisebebiT daakmayofilebs momxmarebelTa<br />
189
moTxovnilebebs, momxmarebeli saxelwodebas gaaigivebs warmatebul<br />
saqonelTan da mudmivi myidvelebis wrec advilad<br />
yalibdeba. aseT dros markebs Suamavlebis mxardaWeris mopovebac<br />
uadvildebaT. ase, magaliTad, kompania Reebok-s Tavidan<br />
Zalian gauWirda distributorebis mxardaWeris mopoveba,<br />
dRes ki es marka SuamavlebSi kargi avtoritetiT sargeblobs.<br />
markis kargi avtoriteti dadebiTad moqmedebs<br />
mwarmoebeli an gamsaRebeli kompaniis sxva saqonelzec. kompania<br />
Procter&Gamble-ma markis saxelwodeba 90 dasaxelebis<br />
saqonelze daaxloebiT 20 Tvis ganmavlobaSi gaavrcela.<br />
samarko saxelwodebis miniWeba SeiZleba gadawydes<br />
sxvadasxva gziT:<br />
1) individualuri samarko saxelwodebebi. maT saqonels<br />
mwarmoeblebi aniWeben maSin, roca ar surT TavianTi<br />
imijis momxmareblis mier saqonlis aRqmis<br />
procesTan dakavSireba. aseT pirobebSi, Tu saqoneli<br />
damarcxdax bazarze, mwarmoebeli ar dazaraldeba.<br />
am strategias mxars uWers korporacia Procter&Gamble.<br />
2) erTiani samarko saelwodeba yvela saqonlisTvis.<br />
am strategias mwarmoeblebi mimarTaven xarjebis<br />
Semcirebis mizniT. saqonlisTvis erTiani samarko<br />
saxelwodebis miniWebis SemTxvevaSi misi bazarze gatana<br />
iafi jdeba, radgan ar aris aucilebeli reklamaze<br />
didi odenobiT xarjebis gaweva. aseTi strategiiT<br />
muSaobs aSS-s kompania General Elektric.<br />
3) erTi jgufis saqonlisTvis koleqtiuri (erTiani)<br />
samarko saxelwodeba. am politikas sawarmo iyenebs<br />
maSin, roca awarmoebs an yidis sruliad gansxvavebuli<br />
saxis sxvadasxva saqonels. am strategias mxars<br />
uWers Sears.<br />
4) firmis savaWro saxelwodebis da saqonlis individualuri<br />
markis Serwyma. firmis savaWro sxelwodeba<br />
axal saqonels aZlevs kanonier saxes, individualuri<br />
samarko saxelwodeba ki miuTiTebs mis ganumeoreblobaze.<br />
aseT midgomas mxars uWers firma<br />
Kellog.<br />
sasaqonlo niSani ssafirmo stilis Semadgeneli nawilia.<br />
190
safirmo stilSi igulisxmeba im grafikuli, enobrivi<br />
da sxva saxis xerxebis erToblioba, romelic uzrunvelyofs<br />
mwarmoeblisa da gamyidvelis mTeli produqciis<br />
garkveul mTlianobaSi aRqmas. is imavdroulad erTmaneTs<br />
upirispirebs mwarmoeblebsa da konkurentebs da maT saqonels.<br />
safirmo stilis Semadgeneli ZiriTadi elementebia:<br />
1) sasaqonlo niSani;<br />
2) logotipi.is firmis sruli an Sekvecili saxelwodebis<br />
(an misi sasaqonlo jgufebis) specialurad<br />
Seqmnili, originaluri anabeWdia;<br />
3) safirmo bloki. is kompoziciaSi aerTianebs sasaqonlo<br />
niSans da logotips, agreTve, sxvadasxva tipis<br />
ganmartebiT warwerebs (qveyana, misamarTi, telefoni,<br />
teleqsi) da arc Tu iSviaTad “safirmo lozungs”,<br />
rogorc firmis komerciuli da teqnikuri<br />
kredos gamoxatulebas;<br />
4) safirmo feri (ferTa Sexameba);<br />
5) Sriftebis safirmo kompleqti;<br />
6) safirmo konstantebi (formati, teqstis dakabadonebis<br />
da ilustraciebis sistema da sxva).<br />
garkveuli zomiT safirmo stili firmis muSaobis, misi<br />
sasaqonlo, teqnikuri, savaWro politikis, zogjer Sinagani<br />
organizaciis gamoxatulebaa. safirmo stilis nakeTobebi<br />
firmas exmareba aRiarebis mopovebaSi. amisTvis, pirvel rig-<br />
Si, aucilebelia saqoneli iyos pirveli klasis. saqoneli,<br />
romelic ar gaamarTlebs momxmareblis molodins, iwyebs<br />
moqmedebas safirmo stilis sapirispirod. is TiTqos gamafrTxilebeli<br />
signalia, romelsac SeuZlia saerTod CaSalos<br />
vaWroba. amitom saWiroa jer myidvelis ndobis mopoveba saukeTeso<br />
muSaobiT da mxolod amis Semdeg fiqri sasaqonlo ni-<br />
Sanze an safirmo stilze.<br />
9.4. brendingi<br />
brends anu savaWro markas kompaniebi produqcias ani-<br />
Weben konkurenti kompaniebis produqciisgan gansxvavebis<br />
mizniT. momxmareblebisTvis brendi produqtis mniSvnelovani<br />
atributia, romelic, marTalia, zrdis produqtis Rirebulebas,<br />
magram aris kargi xarisxis da saimedobis garanti.<br />
191
momxmareblebi brendebis erT nawils sistematurad yiduloben,<br />
meore nawilis mimarT ki mxolod loialurni arian.<br />
arsebobs brendebi, romlebic momxmarebelTa konkretul<br />
kategorias arasodes ar uyidia. realur cxovrebaSi xSiria<br />
SemTxvevebi, roca momxmareblebi gasinjvis Semdeg uars amboben<br />
ama Tu im konkretul brendze.<br />
brendebis mimarT momxmareblebis gansxvavebuli damokidebulebis<br />
safuZveli produqtebis momxmareblebze gavlenis<br />
gansxvavebuli donea, rac, Tavis mxriv, gansazRvravs<br />
brendebis cnobadobas.<br />
process, romlis drosac produqti momxmareblis-<br />
Tvis xdeba cnobadi Semdeg ki mimdinareobs muSaoba cnobadobis<br />
SesanarCuneblad da gasaRrmaveblad, uwodeben<br />
brendings.<br />
brendis cnobadobis miRweva pirvel rigSi gadasawyveti<br />
amocanaa nebismieri kompaniisTvis axali saqonlis bazarze<br />
gatanis dros. cnobadobis misaRwevad gamoiyeneba bevri sa-<br />
Sualeba, romelTa Soris unda gamoiyos reklama. kompaniebi<br />
axal saqonels masobriv momxmarebels, Tavdapirvelad, swored<br />
reklamiT acnoben. reklama did rols TamaSobs miRweuli<br />
cnobadobis donis SenarCunebaSic. misi meSveobiT sawarmoebi<br />
momxmareblebs axseneben produqtis bazarze arsebobas.<br />
brendebis yidvis da gamoyenebis Semdeg momxmareblebs<br />
uyalibdebaT ama Tu im brendis mimarT upiratesobis miniWebis<br />
grZnoba. praqtikaSi arsebobs brendebi, romelTac upiratesobas<br />
momxmarebelTa didi nawili aniWebs da araviTar<br />
SemTxvevaSi maT sxva brendebze ar gacvlis. am movlenas specialistebi<br />
brendis eqskluziurobas uwodeben. eqskluziurobis<br />
dros produqti Tavis momxmareblebSi monopoliur<br />
mdgomareobas ikavebs. ra Tqma unda, nebismieri kompaniis<br />
survilia momxmareblebSi Tavisi produqtis eqskluziurobis<br />
miRweva, magram brendis eqskluziurobas realurad kompaniaTa<br />
mxolod mcire nawili aRwevs.<br />
ganasxvaveben brendebis Semdeg saxeebs:<br />
1) mwarmoeblis brendi;<br />
2) kerZo brendi;<br />
3) brendebis jgufi;<br />
4) individualuri brendi.<br />
192
amasTan, arseboben kompaniebi, romlebic produqtebs<br />
yovelgvari dasaxelebis gareSe yidian da ar atareben raime<br />
gansakuTrebul RonisZiebebs maTi cnobadobis misaRwevad.<br />
aseT produqtebs `arasafirmos” uwodeben. arasafirmo produqtebSi,<br />
rogorc wesi, Sedis kvebis produqtebi da saojaxo<br />
saqoneli. arasafirmo saqoneli analogiur brend-dasaxelebis<br />
mqone saqonelTan SedarebiT iafia. aSS-Si am kategoriis<br />
saqoneli meoTxedi saukunis win iyideboda. arasafirmo saqonlis<br />
realizaciis moculoba ekonomikuri krizisis dros<br />
izrdeba, ekonomikis aRmavlobis periodSi ki mcirdeba. Tumca<br />
arseboben momxmareblebi, romlebic upiratesobas fasis<br />
gamo arasafirmo saqonels aniWeben.<br />
brends, romelic mwarmoeblis kuTvnilebaa, mwarmoeblis<br />
brends uwodeben. mwarmoeblis brendebia, magaliTad,<br />
Kodak,Tide. brends, romelic ekuTvnis msxvil sabiTumo, an<br />
sacalo savaWro sawarmos, e.i iyideba maTi saxeliT, uwodeben<br />
kerZo brendebs, an kerZo markebs. aseTia, magaliTad, Sears da<br />
Wal-Mart.<br />
brend-ojaxi urTierTdakavSirebuli produqtebis saerTo<br />
brend-saxelwodebaa. brend-ojaxia Jonson&Jonson, romelic<br />
erT jgufSi aerTianebs losionebs, saRebavebs, bav-<br />
Svis Sampunebs.<br />
zogjer mwarmoeblebi momxmareblebs sTavazoben produqtebs<br />
damoukidebeli brendebis saxiT da ara kompaniis saxelwodebiT,<br />
an kidev brend-ojaxis SemadgenlobaSi. aseT<br />
brendebs individualurs uwodeben. maTi bazarze win waweva<br />
dakavSirebulia did danaxarjebTan, radgan kompaniebi bazarze<br />
win wasawevad yoveli maTganisTvis individualur marketingul<br />
programebs amuSaveben.<br />
rogorc bizens-praqtika uCvenebs, kompaniaTa mTavari<br />
kapitali maTi reputaciaa. kargi reputacia, upirvelesad,<br />
produqtis xarisxzea damokidebuli. produqtis maRali xarisxi<br />
aCqarebs brendis cnobadobis miRwevas da saSualebas<br />
aZlevs kompaniebs konkurentebTan SedarebiT Zlier upiratesobas<br />
miaRwion. ase yalibdeba brendis kapitali.<br />
brendis kapitalSi igulisxmeba is Rirebuleba, romelsac<br />
brend-dasaxeleba umatebs bazarze produqts.<br />
cxadia, rac ufro maRalia brendis kapitalis sidide,<br />
miT kargad iyideba produqti da myari da Zlieria kompaniis<br />
193
finansuri mdgomareoba. didi kapitalis mqone brendebi advilad<br />
iyideba. dReisTvis msoflioSi yvelaze aRiarebuli<br />
brendia Coca-Cola. msoflioSi aRiarebul brendebSi Sedis,<br />
agreTve, Microsoft, Disney, Mcdonalds, Sony, Mersedes da a. S.<br />
Tu ra didi mniSvneloba aqvs brendis kapitals gayidvis<br />
dros kargad Cans Semdegi magaliTidan:<br />
avtomobili Skoda did britaneTSi ar sargeblobda reputaciiT.<br />
mas sazogadoeba mdarexarisxian avtomanqanad miiCnevda.<br />
kompaniam, miznad isaxavda ra did britaneTSi avtomanqanis<br />
axali modelis Setanas, 1955 wels axal modelze<br />
momxmarebelTa damokidebulebis gasarkvevad faruli da Ria<br />
testireba Caatara. testirebis procesSi momxmarebelTa er-<br />
Ti nawilisTvis cnobili iyo avtomanqanis axali modelis<br />
mwarmoebeli sawarmo, meore nawilisTvis ki ara. momxmareblebma,<br />
romelTaTvisac mwarmoebeli sawarmo cnobili ar iyo,<br />
Skoda-s axal models gacilebiT ufro maRali Sefaseba misces<br />
im momxmareblebTan SedarebiT, romlebisTvisac mwarmoebeli<br />
sawarmo iyo cnobili.<br />
194<br />
9.5. axali saqoneli da misi Seqmnis procesi<br />
momxmarebelTa gemovnebis da warmoebis teqnologiis<br />
swrafi cvlileba da konkurencia bazarze aiZulebs sawarmoebs<br />
mudmivad izrunon saqonlis asortimentis ganaxlebasa<br />
da axali saqonlis bazrisTvis miwodebaze<br />
axali saqonlis Seqmna rTuli da sariskoa, magram Tu am<br />
procesma warmatebiT Caiara, sawarmoebs axali bazrebis aTvisebisa<br />
da konkurentul brZolaSi upiratesobis mopovebis<br />
didi Sansi eZlevaT. aSS-Si Catarebulma erT-erTma gamokvlevam<br />
aCvena, rom samomxmareblo saqonlis bazarze gamotanili<br />
axali nimuSebis 40% ver aRwevs warmatebas. sawarmoo<br />
daniSnulebis saqonlis bazarze es maCvenebeli bevrad ufro<br />
naklebia da Seadgens 20%-s, xolo momsaxurebis bazarze ki<br />
18%-is tolia.<br />
bazarze axali saqonlis marcxis ZiriTadi mizezi marketinguli<br />
kvlevebis rolis Seufaseblobaa. zogjer marcxis<br />
mizezi xdeba bazris tevadobis gadaWarbebuli Sefaseba,<br />
araswori sareklamo mimarTva, arasworad Catarebuli sarek-
lamo kampania, Zviri fasi, konkurentebis Zlieri sapasuxo nabiji<br />
da sxva.<br />
axali saqonlis warmoeba gansakuTrebiT mniSvnelovania<br />
bazris saqonliT gajerebisa da konkurenciuli brZolis<br />
gamwvavebis pirobebSi.<br />
axali saqonlis cnebis Sinaarsis gageba dReisTvis, rogorc<br />
mecnierTa wreSi, ise praqtikaSi gansxvavebulia. erTerTi<br />
mosazrebis mixedviT, yoveli axlad warmoebuli nawarmi<br />
axali saqonelia. sxva mosazrebis Tanaxmad,, axal saqonlad<br />
iTvleba nawarmi, romelic principulad axal moTxovnilebebs<br />
akmayofilebs. zogjer saqonlis siaxlis safuZvlad<br />
warmoebis teqnologia miaCniaT, zogjer ki misi gamoyenebis<br />
sfero. f. kotleris SexedulebiT axali saqoneli aris originaluri<br />
nakeToba, romelic arsebuli saqonlis gaumjobesebuli<br />
varianti an modifikacia, agreTve, sruliad axali<br />
markaa.<br />
axali saqonlis warmoeba SeiZleba ganxorcieldes ori<br />
gziT: mocemuli sawarmos mier sxva sawarmos, patentis an licenziis<br />
SesyidviT da saqonlis sruliad axali markis an arsebuli<br />
saqonlis gaumjobesebuli variantis damoukideblad<br />
SeqmniT.<br />
axali saqonlis Seqmna sawarmoebisTvis xelsayrelia<br />
Semdegi ekonomikuri mizezebis gamo:<br />
1) axali saqonlis Seqmna dakavSirebulia warmoebis<br />
procesis srulyofasTan, rac, Tavis mxriv, ganapirobebs<br />
nedleulisa da adamianiseuli resursebis<br />
ufro racionalur gamoyenebas;<br />
2) axali da momxmareblisTvis misaRebi saqonlis warmoebiT<br />
myardeba bazarze sawarmos pozicia, maRldeba<br />
misi wili, amis Sesabamisad ki izrdeba Semosavlebi;<br />
3) axali saqonlis warmoebiT SesaZlebeli xdeba sawarmos<br />
gamouyenebeli simZlavreebis amoqmedeba;<br />
4) axali saqonlis warmoeba xels uwyobs sawarmoSi arsebuli<br />
samuSao adgilebis SenarCunebas an maTi raodenobis<br />
gazrdas.<br />
axali saqoneli nebismieri saxis biznesis safuZvelia.<br />
amitom saWiroa sawarmoebma saTanado yuradReba dauTmon<br />
axali saqonlis Seqmnis strategiebis gansazRvras.<br />
195
axali saqonlis Seqmnis strategiis damuSavebis dros<br />
sawarmoebi mraval faqtors iTvaliswineben, magram, pirvel<br />
rigSi, mxedvelobaSi iReben saqonlis pozicias bazarze da<br />
arsebuli bazris gafarToebis SesaZleblobebs. specialistebi<br />
gamoyofen axali produqtis damuSavebis Semdeg alternatiul<br />
strategiebs:<br />
1) bazarze Rrmad SeRwevis strategia;<br />
2) bazris gafarToebis strategia;<br />
3) produqtis ganviTarebis strategia;<br />
4) produqtis diversifikaciis strategia.<br />
bazarze Rrmad SeRwevis strategiis mizania arsebuli<br />
bazrebis mTlianad aTviseba, rac, Tavis mxriv, emyareba produqciis<br />
garkveulwilad Secvlas, misi xarisxis gaumjobesebas,<br />
bazarze win wawevis axali gzebisa da saSualebebis gamo-<br />
Zebnas da gamoyenebas. am strategiis realizaciaSi did rols<br />
momxmarebelTa ufro ukeTesad informireba asrulebs.<br />
bazris gafarToebis strategia gulisxmobs arsebuli<br />
saqonlis sarealizaciod axali bazrebis gamoZebnas.<br />
produqciis ganviTarebis strategia uSualod ukav-<br />
Sirdeba sawarmoSi dasaqmebuli adamianebis SemoqmedebiT<br />
unars ganaviTaron saqoneli momxmarebelTa moTxovnilebebze<br />
dayrdnobiT da miawodon axali saqoneli arsebul an sruliad<br />
axal bazrebs. axali saqonlis tradiciul bazrebze gatana<br />
miznad isaxavs sawarmos poziciis Semdgom ganmtkicebas,<br />
rasac Sedegad moyveba bazris wilis da, amis Sesabamisad, mi-<br />
Rebuli mogebis moculobis gadideba. ase, magaliTad, firma<br />
`yazbegma” Tavisi poziciebi bazarze kidev ufro gaimyara<br />
limonaTis SeqmniT da momxmareblisaTvis miwodebiT.<br />
produqciis diversifikaciis strategia gulisxmobs<br />
axali saqonlis axal bazrebze gatanas. es strategia danar-<br />
Cen strategiebTan SedarebiT, cxadia, ufro metad sariskoa.<br />
axali saqonlis Seqmnas da bazarze gamotanas xSirad<br />
Tan axlavs e. w “kanibalizmi”-sawarmos axali saqonlis bazarze<br />
gamotaniT analogiuri saqonlis gayidvis moculobis Semcireba.<br />
magram konkurenciuli brZola bazarze aiZulebs sawarmoebs<br />
am danakargs Seeguon.<br />
axali saqonlis Seqmnas ganixilaven rogorc process,<br />
romelic Sedgeba Semdegi etapebisgan (ix. nax. 9.4):<br />
1) ideaTa Sekreba;<br />
196
2) ideaTa gadarCeva (skriningi da biznes-analizi);<br />
3) SerCeuli ideis damuSaveba da Semowmeba;<br />
4) <strong>marketingis</strong> strategiis gansazRvra;<br />
5) warmoebisa da gasaRebis SesaZleblobebis analizi;<br />
6) saqonlis Seqmna;<br />
7) saqonlis aprobacia bazarze (sacdeli marketingi<br />
an test marketingi);<br />
8) komercializacia.<br />
axali saqonlis Sesaqmnelad ideaTa ZiriTadi wyaro<br />
aris momxmarebeli, Tavisi saWiroebebiT da moTxovnilebebiT.<br />
ideaTa gamovlenis mizniT sawarmTa <strong>marketingis</strong> specialistebi<br />
iyeneben zepir da anketur gamokiTxvebs, aanalizeben<br />
momxmarebelTa werilebsa da saCivrebs. axali saqonlis<br />
Seqmnas biZgi SeiZleba miscen konkurentebma, rac SesaZlebeli<br />
xdeba gamofenebsa da bazrobebze, sacalo savaWro qselSi<br />
maT saqonelze dakvirvebiT.<br />
axali saqonlis Sesaxeb ideaTa CamoyalibebaSi mniSvnelovani<br />
wyaro TviTon sawarmoa, konkretulad ki misi marketinguli<br />
kvlevis qvedanayofis TanamSromlebi.. momxmareblebTan<br />
uSualo kontaqtSi myof muSakebs, erkvevian ra saqonlisadmi<br />
wayenebul moTxovnebSi, uyalibdebaT saqonlis<br />
asortimentis ganaxlebis problemis gadawyvetis ideebi.<br />
axali saqonlis Sesaxeb ideebi SeiZleba moiZion, agreTve,<br />
mimwodeblebs da investorebs Soris.<br />
rogorc wesi, axali saqonlis Seqmnis procesis Tvdapirvel<br />
etapze ideebi mravalricxovania. mizani arsebuli<br />
ideebidan erTi an ramdenime yvelaze optimaluri, e.i mocemul<br />
momentSi sawarmosaTvis yvelaze xelmisawvdomi da momgebiani,<br />
ideis SerCevaa, rac SeiZleba mokle droSi. zogjer<br />
wamoyenebuli idea kargia, magram ar SeuZlia sargeblobis<br />
motana mocemuli sawarmosTvis dasaxuli miznis an miznebis<br />
miRwevad ganxorcielebul saqmianobaSi. zogjer idea uvargisia.<br />
axali saqonlis Seqmnis procesSi warmatebis miRweva<br />
SeuZliaT mxolod im sawarmoebs, romlebic negatiurad ar<br />
afaseben wamoyenebul ideebs maTi Sinaarsis miuxedavad, yuradRebis<br />
gareSe ar toveben arc erT ideas, cdiloben maT<br />
erTmaneTTan dakavSirebas da moyavT wamoyenebuli ideebi<br />
sistemaSi perspeqtivaSi efeqtianad gamoyenebis uzrunvelyofis<br />
mizniT.<br />
197
198<br />
nax. 9.4. axali saqonlis Seqmnis procesi
ideaTa sistematizaciis Semdeg saWiroa maTi gadarCeva.<br />
am dros sasurvelia sawarmoebi iTvaliswinebdnen Semdeg<br />
kriteriumebs: uaryon ideebi, romlebic, Tavidanve naTelia,<br />
rom ver ganxorcieldeba; Seafason ideebi produqciis warmoebis<br />
teqnikuri SesaZleblobebis da bazris SesaZlo potencialis<br />
TvalsazrisiT; Seafason ideebi mTeli sazogadoebis<br />
interesebis gaTvaliswinebiT da uaryon is ideebi, romlebic<br />
grZelvadian perspeqtivaSi momxmarebelTa interesebs<br />
ewinaaRmdegebian.<br />
axali saxis saqonlis Seqmnis Semdgom etapze SerCeuli<br />
ideebi dawvrilebiT gaanalizdeba. am mizniT ukeTesia ideis<br />
werilobiTi formiT Camoyalibeba. am etapze unda gairkves,<br />
agreTve, momxmareblis damokidebuleba axali saqonlis Canafiqris<br />
mimarT Semdegi kiTxvebis gamoyenebiT: gasagebia Tu<br />
ara axali saqonlis Canafiqri? SeZlebs Tu ara axali saqoneli<br />
maTi moTxovnilebebis dakmayofilebas? vin gamoiyenebs<br />
axal saqonels? rogori unda iyos axali saqonlis fasi da a.<br />
S.<br />
sawarmos mier axali saqonlis realobad gadaqcevamde<br />
muSavdeba <strong>marketingis</strong> strategia, romelic, Tavis mxriv, sami<br />
nawilisagan Sedgeba.<br />
<strong>marketingis</strong> strategiis pirveli nawili iTvaliswinebs<br />
miznobrivi bazris aRweras sididisa da struqturis mixedviT.<br />
am etapze gansazRvraven axali saqonlis gayidvis savaraudo<br />
sidides, bazris wils da mogebis mosalodnel sidides.<br />
<strong>marketingis</strong> strategiis meore nawilSi gansazRvraven<br />
savaraudo saqonlis gasayid fass da warmoebis amoqmedebis<br />
pirvel wels marketingul saqmianobaze gasawevi xarjebis<br />
mosalodnel moculobas.<br />
<strong>marketingis</strong> strategiis mesame nawilSi adgenen axali<br />
saqonlis gasaRebis da mogebis miRebis strategiebs, rac iTvaliswinebs<br />
saqonlis realizaciisaTvis saWiro marketinguli<br />
RonisZiebebis damuSavebasac.<br />
axali saqonlis Canafiqri, Tavdapirvelad, realobad<br />
iqceva laboratoriaSi samecniero-teqnikuri damuSavebis<br />
gziT. iqmneba saqonlis sacdeli modeli, romelic formiT<br />
da niSan-TvisebebiT Seesabameba Canafiqrs. laboratoriaSive<br />
tardeba axali saqonlis winaswari gamocda, romlis Sedegebis<br />
mixedviTac miiReba gadawyvetileba sacdeli partiis<br />
damzadeba/daumzadeblobis Taobaze.<br />
199
amis Semdeg axali saqonlis sacdeli partia gamoicdeba<br />
bazris SerCeul segmentebze. am etaps sacdel marketings,<br />
zogjer ki test marketings uwodeben. am dros mowmdeba<br />
myidvelTa reaqcia axal saqonelze, zustdeba axali saqonlis<br />
Zlieri da susti mxareebi, myidvelTa kategoriebi da<br />
maT mier saqonlis yidvis miznebi, gayidvis formebisa da me-<br />
Todebis efeqtianoba, reklamis momgebianoba, mowmdeba fasebis<br />
politika, zustdeba saqonlis asortimenti.<br />
Tu axali saqonlis sacdeli partiis gayidvis Sedegebi<br />
aRmoCnda damakmayofilebeli, sawarmos SeuZlia miiRos gadawyvetileba<br />
misi mxolod SezRuduli odenobiT warmoebis<br />
Sesaxeb. Tu axali saqonlis bazarze gamotanis cda aRmoCnda<br />
warumatebeli, sawarmos SeuZlia bazris moTxovnebis Sesabamisad<br />
saqonlis daxvewa da misi Secvlili saxiT gatana bazarze<br />
an kidev am ideis saerTod uaryofa.<br />
axali saqonlis bazarze gataniT iwyeba komercializaciis<br />
procesi, romlis Sedegebis mixedviTac sabolood azusteben<br />
axali saqonlis beds-gaafarToon, Sekvecon, Tu saer-<br />
Tod Sewyviton axali saqonlis warmoeba.<br />
axali saqonlis Seqmnisa da gasaRebis procesSi wamyvani<br />
roli unda Seasrulos sawarmos <strong>marketingis</strong> samsaxurma. misi<br />
uSualo monawileobiT unda moiZion axali ideebi da airCion<br />
am ideebidan yvelaze ufro momgebiani. mowinave firmebSi<br />
<strong>marketingis</strong> samsaxurebi monawileoben saqonlis Canafiqris<br />
Sesaxeb nimuSebis damzadebasa da saqonlis bazarze gamocda-<br />
Sic. <strong>marketingis</strong> samsaxurebzea damokidebuli garkveulwilad<br />
axali saqonlis bazarze danergva da misi sasicocxlo<br />
ciklis xangrZlivobac.<br />
9.6. saqonlis sasicocxlo cikli<br />
bazarze gasayidad gamotanil saqonels SezRudli aqvs<br />
`sicocxlis xangrZlivoba”. saqoneli cocxali izrdeba<br />
msgavsad ibadeba, arsebobs, berdeba da kvdeba. es procesi<br />
Tavis gamoxatulebas poulobs saqonlis sasicocxlo ciklSi.<br />
sawarmos menejerebisTvis ucnobia, Tu ramden xans gagrZeldeba<br />
saqonlis sasicocxlo cikli.<br />
saqonlis sasicocxlo ciklSi igulisxmeba misi bazarze<br />
arsebobis, realizaciis da mogebis miRebis periodis<br />
xangrZlivoba.<br />
200
sasicocxlo ciklis etapebTan dakavSirebiT <strong>marketingis</strong><br />
specialistebs Soris ar aris erTiani mosazrebeba. erTerTi<br />
mosazrebis mixedviT sasicocxlo cikli Sedgeba Semdegi<br />
etapebisgan:<br />
1. saqonlis ganviTarebis etapi;<br />
2. bazarze danergvis an saqonlis bazarze wardgenis<br />
etapi;<br />
3. zrdis etapi;<br />
4. simwifis etapi;<br />
5. dacemis an vardnis etapi.<br />
saqonlis tipur sasicocxlo cikls specialistebi ganixilaven<br />
oTxi etapisgan Semdgar procesad (ix. nax. 9.5).<br />
saqonlis sasicocxlo ciklis pirvel etapze sawarmoebi<br />
moiZieben da anviTareben axali saqonlis Seqmnis ideas.<br />
danergvis etapi<br />
zrdis etapi<br />
simwifis etapi<br />
dacemis etapi<br />
nax. 9.5. saqonlis sasicocxlo ciklis tradiciuli mrudi<br />
bazarze saqonlis danergvis etapze gasaRebis moculoba<br />
mcirea da Tanac neli tempiT izrdeba imis gamo, rom momxmarebeli<br />
saTanadod ar icnobs saqonels, ver erkveva mis<br />
Taviseburebebsa da gamoyenebis SesaZleblobebSi. gasaRebis<br />
201
Senelebuli tempis mizezi SeiZleba iyos sawarmoo simZlavreebis<br />
arasakmarisi done, Seferxebebi saqonlis transportirebisas,<br />
saqonlis niSan-Tvisebebis momxmarebelTa moTxovnilebebTan<br />
Sesabamisobis dabali done da a.S. zogjer<br />
isec xdeba, rom saqoneli saerTod ar iyideba an kidev Tavidanve<br />
didi moTxovnilebaa masze. saqonlis bazarze danergvis<br />
etapze gayidvis, distribuciis da stimulirebis xarjebis<br />
gazrdis gamo mogeba mcirea da arcTu iSviaTad vaWroba<br />
wamgebiania. am etapze iwarmoeba da bazars miewodeba saqonlis<br />
mxolod ZiriTadi variantebi, radgan bazari mzad ar<br />
aris saqonlis modifikaciis misaRebad, fasebi Zviria.<br />
Tu bazarze gamotanili saqoneli daakmayofilebs momxmarebelTa<br />
moTxovnilebebs, matulobs gayidvis moculobis<br />
zrdis tempi. interesi axali saqonlis mimarT zrdis moTxovnas,<br />
rac, Tavis mxriv, ganapirobebs mwarmoebelTa da gamyidvelTa<br />
raodenobis matebas. farTovdeba sareklamo saqmianoba.<br />
fasebi rCeba imave doneze an odnav mcirdeba moTxovnis<br />
zrdis Sesabamisad. gasaRebis stimulirebis xarjebic ar icvleba<br />
an odnav maRldeba konkurenciis gaZlierebis gamo. am<br />
etapze mogeba izrdeba. saqonlis realizaciis tempebis SenarCunebis<br />
mizniT sawarmoebi iyeneben sxvadasxva marketingul<br />
strategiebs: saqonlis xarisxis gaumjobeseba, axali modelebis<br />
gamoSveba, axal bazrebze SeRweva, axali segmentebis<br />
aTviseba, gasaRebis axali arxebis gamoZebna, fasebis droulad<br />
Semcireba.<br />
saqonlis gayidvis moculobis zrdis romeliRac monakveTSi<br />
tempebi neldeba, rac Zneli SesamCnevia bazris saqonliT<br />
gajerebis pirobebSi. saqonlis gayidvis tempebis Seneleba<br />
simwifis etapis dawyebis maCvenebelia. realizaciis<br />
moculobis tempebis Seneleba gamowveulia garkveuli periodis<br />
Semdeg axali saqonlis gadaqceviT tradiciul saqonlad,<br />
romelic ukve iyida da gamoiyena potenciuri momxmareblebis<br />
absoluturma umetesobam. amis gamo sawarmoo sim-<br />
Zlavreebma gadaaWarba gasaRebis SesaZleblobebs. saqonlis<br />
miwodeba izrdeba. mwvavdeba konkurenciuli brZola. Sesabamisad<br />
maRldeba xarjebi reklamaze. konkurentebi sul ufro<br />
xSirad yidian saqonels Semcirebul fasad. amasTan isini<br />
cdiloben saqonlis asortimentis ganaxlebas. mogeba iwyebs<br />
stabilizacias an Semcirebas. is, vinc ver uZlebs konkurenciul<br />
brZolas, tovebs asparezs. maSasadame, saqonlis sasi-<br />
202
cocxlo ciklis simwifis etapze sawarmoebi iZulebuli xdebian<br />
gaafarTovon marketinguli saqmianoba, kerZod, gamo-<br />
Zebnon axali bazrebi, ganaxorcielon mastimulirebeli RonisZiebebi<br />
saqonlis intensiuri moxmarebisaTvis, gaafarTovon<br />
saqonlis asortimenti da gaaumjobeson misi xarisxi.<br />
saqonlis axali bazrebis da bazris axali segmentebis<br />
gamoZebniT momxmarebelTa ricxvi izrdeba. imavdroulad sawarmoebi<br />
cdiloben arsebul momxmareblebSi saqonlis gamoyenebis<br />
axali gzebisa da saSualebebis gamoZebnas. am mizniT<br />
sawarmoTa xelmZRvanelebi xSirad saqonlis modifikaciasac<br />
axorcieleben, rac misi xarisxis da garegani gaformebis gaumjobesebiT<br />
gamoixateba. saqonlis modifikacia zrdis misi<br />
gamoyenebis xangrZlivobas. modifikaciiT sawarmoebi cdiloben<br />
saqoneli ufro moxerxebuli gaxadon gamoyenebis da<br />
ufro mimzidveli yidvis procesSi.<br />
sawarmoTa mier gatarebuli RonisZiebebis miuxedavad,<br />
momxmarebeli kargavs interess saqonlis mimarT. Sedegad<br />
moTxovna mcirdeba imdenad, rom iwyeba realizaciis moculobis<br />
Semcireba myari tempebiT, rac iwvevs mogebis Semcirebas.<br />
SeiZleba momxmareblis damokidebuleba saqonlis mimarT<br />
Seicvalos ise, rom saqoneli saerTod ar gaiyidos da<br />
gamoidevnos bazridan. aseT pirobebSi sawarmoebis erTi nawili<br />
wyvets saqonlis warmoebas da iwyebs kapitalis momgebianad<br />
dabandebis axali gzebis Ziebas. zogierTi sawarmo, piriqiT,<br />
cdilobs Tavisi saqonlisTvis sasicocxlo ciklis<br />
gaxangrZlivebas. am dros is eyrdnoba momxmarebelTa im jgufebs,<br />
romlebic axal produqtebs cnobil produqtebs amjobineben.<br />
praqtikaSi aris SemTxvevebi, roca dacemis etaps<br />
kvlav aRmavlobis etapi moyveba xolme, e. i. xelmeored iwyeba<br />
saqonlis sasicocxlo cikli. amis Sesabamisad praqtikaSi<br />
gvxvdeba ganmeorebiTi da savarcxlisebri sasicocxlo<br />
ciklebi (ix. nax. 9.6. da nax. 9.7.).<br />
saqonlis sasicocxlo ciklis etapebze dakvirveba da<br />
marketinguli RonisZiebebis gatareba unda moxdes gare faqtorebis<br />
gaTvaliswinebiT. cvlilebebi gasaRebis moculoba-<br />
Si zogjer am faqtorebis moqmedebis Sedegia da aranairad<br />
ar ukavSirdeba saqonlis sasicocxlo cikls. magaliTad,<br />
unaleqo amindma SeiZleba Seamciros moTxovna qolgaze, magram<br />
es ar niSnavs imas, rom qolga araaqtualuri saqoneli<br />
gaxda.<br />
203
nax. 9.6. ganmeorebadi sasicocxlo cikli<br />
saqonlis calkeuli saxis specifikuri niSan-Tvisebebis<br />
da maTze moTxovnis gamovlenis specifikuri Taviseburebebis<br />
gamo sasicocxlo cikli rogorc xangrZlivobis, ise<br />
gamovlenis formebis mixedviT gansxvavebulia. zogierT saqonelze<br />
is didxans grZeldeba, magram Semdeg uceb wydeba,<br />
zogze meordeba garkveuli periodulobiT, calkeul Sem-<br />
TxvevebSi saqonlis realizaciis procesi hgavs sensacias,<br />
zogjer ki saqoneli ar iyideba saerTod.<br />
saqonlis sasicocxlo ciklis Aamsaxvel tradiciul<br />
mrudSi mkafiod Cans saqonlis bazarze danergvis, misi gayidvis<br />
moculobis zrdis, simwifisa da dacemis etapebi. bunebrivia,<br />
saqonlis sasicocxlo ciklis amsaxveli mrudi gansxvavebulia<br />
saqonlis calkeuli saxeebis mixedviT.<br />
204
nax. 9. 7. savarcxlisebri sasicocxlo cikli<br />
saqonlis sasicocxlo ciklis erTi fazidan meoreze<br />
gadasvla praqtikaSi Tavdapirvelad Zneli SesamCnevia. <strong>marketingis</strong><br />
samsaxuris movaleobaa droulad gamoavlinos es<br />
momentebi da Seitanos saWiro cvlilebebi <strong>marketingis</strong><br />
programaSi. sawarmoebisTvis gansakuTrebiT mniSvnelovani<br />
dacemis etapis dawyebis momentis daWera da Sesabamisi RonisZiebebis<br />
gatarebaa. Tu es ase ar moxda da bazars didxans<br />
SemorCa saqoneli, romelic momxmarebelTa umetesobis mier<br />
faqtiurad uaryofilia, sawarmom SeiZleba Zalian izaralos<br />
(ix. cxrili 9.4).<br />
sawarmoebi sasicocxlo ciklze dakvirvebis Sedegebis<br />
mixedviT mudmivad unda aumjobesebdnen saqonels piradi,<br />
momxmareblis da mTeli sazogadoebis interesebis gaTvaliswinebiT.<br />
205
cxrili 9.4.<br />
saqonlis sasicocxlo cikli: ZiriTadi<br />
maCveneblebi da mwarmoebelTa sapasuxo reaqciebi 1<br />
#<br />
maCveneblebi<br />
bazarze<br />
danergvis<br />
etapi<br />
1. gasaReba<br />
1.<br />
206<br />
zrdis<br />
etapi<br />
simwifis<br />
etapi<br />
dacemis<br />
etapi<br />
susti swrafad nela<br />
klebadi<br />
mzardi<br />
mzardi<br />
2. mogeba umniSvnelo maqsimaluri klebadi dabali an<br />
nulis<br />
toli<br />
3. momxmareblebi siaxlis masobrivi masobrivi konservato<br />
moyvarulni bazari<br />
bazari rebi<br />
4. konkurentebis mcire mudmivad didi klebadi<br />
raodenoba<br />
mwarmoebelTa<br />
ukureaqcia<br />
mzardi<br />
ZiriTadi<br />
strategiuli<br />
Zalisxmeva<br />
2. danaxarjebi<br />
marketingze<br />
3. ZiriTadi<br />
marketinguli<br />
Zalisxmeva<br />
bazris<br />
gafarToeba<br />
1 f. kotleri, dasax. wigni, gv. 286.<br />
Rrmad<br />
SeRweva<br />
bazarze<br />
bazarze<br />
wilis<br />
SenarCuneba<br />
didi saSualo saSualoze<br />
naklebi<br />
saqonelze markisadmi markisadmi<br />
warmodge upirateso erTgulebi<br />
nis Seqmna bis miniWebis s grZnobis<br />
grZnobis Camoyalibeb<br />
Camoyalibeba a<br />
warmoebis<br />
rentabelo<br />
bis<br />
amaRleba<br />
mcire<br />
SerCeviTi<br />
zemoqmedeba
Tavi 10. fasi da faswarmoqmna<br />
10.1. fasis arsi da faswarmoqmnis sistema<br />
fasi umniSvnelovanesi ekonomikuri kategoriaa. misi<br />
daniSnuleba ganuxrelad izrdeba sabazro urTierTobaTa<br />
ganviTarebis kvalobaze. faswarmoqmna, fasebis politika<br />
gvevlineba, rogorc sabazro ekonomikis aucilebeli komponenti.<br />
amasTan dakavSirebiT sul ufro met mniSvnelobas<br />
iZens fasis arsSi garkveva da faswarmoqmnis meqanizmis Seswavla.<br />
fasis, rogorc ekonomikuri kategoriis, arsis Sesaxeb<br />
arsebobs alternatiuli Sexedulebebi. ekonomistebis erTi<br />
jgufi fasis arsis ganmartebis dros gamodis saqonlis Rirebulebidan.<br />
meoreni fasis safuZvlad myidvelTa subieqtur<br />
gadawyvetilebebs miiCneven. sxvani myidvelisa da gamyidvelis<br />
urTierTSeTanxmebas aRiareben da a. S.<br />
pirvel SemTxvevaSi saqme gvaqvs fasis arsis klasikur<br />
ganmartebasTan, romelic dafuZnebulia Rirebulebasa da<br />
fass Soris arsebul urTierTkavSirze, sadac Rirebuleba<br />
gvevlineba rogorc safuZveli, xolo fasi misi gamovlenis<br />
fuladi forma. am aspeqtSi fasi warmoadgens saqonlis Rirebulebis<br />
fulad gamosaxulebas.<br />
Tanamedrove ekonomikur literaturaSi fasis arsis<br />
formulirebis gansxvavebul variantebs vxdebiT. isini fasis<br />
safuZvlad miiCneven ara Rirebulebas, aramed faseulobas.<br />
es ukanaskneli ki dayvanilia subieqtur an obieqtur faseulobamde.<br />
<strong>marketingis</strong> problemebis cnobili amerikeli mkvlevari<br />
f. kotleri miiCnevs, rom `fasi warmoadgens konkretul<br />
saqonelSi gadaxdil fulad Tanxas~. 1 am Tanxis sidide ki ganisazRvreba<br />
individualurad, myidvelisa da gamyidvelis<br />
urTierTSeTanxmebis safuZvelze. amasTan, fasis minimalurma<br />
donem ar SeiZleba TviTRirebulebaze dabla daiwios, vinaidan<br />
mwarmoebeli finansurad dazaraldeba. analogiuri<br />
Sinaarsis ganmartebas iZleva igi g. amstrongTan erTad gamocemul<br />
saxelmZRvaneloSi, sadac aRniSnulia, rom `fasi aris<br />
1 T. kotleri, dasax. wigni, gv. 375.<br />
207
fulis raodenoba, romliTac Sefasebulia produqti an momsaxureba~.<br />
1<br />
amerikeli ekonomistebis k. makonelis da s. brius azriT,<br />
`fasi warmoadgens saqonlis erTeulSi, an momsaxureba-<br />
Si gadaxdili da miRebuli fulis raodenobas. 2 amasTan isini<br />
fasis safuZvlad miiCneven saqonlis resursebis da momsaxurebis<br />
sazogadoebriv Sefasebas. zogierTi avtori ar uaryofs<br />
fasis arsis klasikur ganmartebas, magram aRniSnavs,<br />
rom praqtikulad bazarze fasi gadaixreba Rirebulebidan,<br />
rac SeiZleba gamoiwvios ara danaxarjebis cvlilebam, aramed<br />
sxva faqtorebma. amis gaTvaliswinebiT miCneulia, rom<br />
fasi aris fuladi masis saxiT warmodgenili ekonomikuri kategoria,<br />
romlis mixedviTac gamyidvels surs gayidos, xolo<br />
myidveli mzadaa iyidos mocemuli saqoneli.<br />
fasis arsis am alternatiul ganmartebebs safuZvlad<br />
udevs faswarmoqmnis gansxvavebuli Teoriebi, romelTa Soris<br />
ZiriTadia: SromiTi Rirebulebis, warmoebis danaxarjebis,<br />
warmoebis fasis, warmoebis faqtorebis, moTxovna-miwodebis,<br />
sargeblianobis, zRvruli sargeblianobis da sxva Teoriebi..<br />
isini fasis <strong>safuZvlebi</strong>s Sesaxeb principulad gansxvavebul<br />
mosazrebebs emyarebian, zogjer ki calkeuli Teoriis<br />
modifikacias gvTavazoben. SeiniSneba agreTve zemoaRniSnuli<br />
Teoriebis urTierTSerwyma da garkveuli mimdinareobebis<br />
Camoyalibeba. am TvalsazrisiT gamoikveTa sami ZiriTadi<br />
mimarTuleba: danaxarjebze orientirebuli, subieqtur-marJinaluri<br />
da neoklasikuri sinTezis (obieqturi<br />
marJinalizmi) mimdinareobebi. am mimdinareobebs Soris arsebuli<br />
gansxvaveba aisaxeba faswarmoqmnis funqcionirebs meqanizmSi.<br />
danaxarjebze orientirebul mimdinareobaSi ZiriTadi<br />
adgili SromiTi Rirebulebis Teorias ukavia. igi dafuZnebulia<br />
a. smitis, d. rikardos, k. marqsis da maTi mimdevrebis<br />
ekonomikur debulebebze. am Teoriis mixedviT saqonlis fasis<br />
safuZvels Rirebuleba warmoadgens. Rirebuleba gvevlineba,<br />
rogorc saqonelSi ganivTebuli sazogadoebrivi<br />
1<br />
g. amstrongi, f. kotleri. <strong>marketingis</strong> <strong>safuZvlebi</strong>. Tb., 2005. gv.<br />
356.<br />
2<br />
k. makonli, s. briu. ekonomiksi, moskovi, 1992, gv. 399 (rusul enaze).<br />
208
Sromis danaxarjebi. misi sidide ganisazRvreba sazogadoebrivad<br />
aucilebeli samuSao droiT.<br />
SromiTi Rirebulebis TeoriisaTvis damaxasiaTebelia<br />
miwodebis faqtorebis absolutizacia. igi miiCnevs, rom Rirebulebis<br />
da fasis sididis formireba materialuri warmoebis<br />
procesSi mimdinareobs. Rirebuleba gaaCnia mxolod im<br />
nivTs, romelic adamianis SromiT aris Seqmnili. SromiTi Rirebulebis<br />
Teoriis mixedviT fasi Rirebulebis gamovlenis<br />
fuladi formaa. am Teoriis momxreebi ar gamoricxaven moTxovna-miwodebis<br />
Tanafardobis da sxva faqtorebis gavleniT<br />
bazarze Rirebulebidan fasis gadaxris SesaZleblobas, magram<br />
miiCneven, rom es gadaxra droebiTia da Rirebulebis<br />
RerZis garSemo xorcieldeba. amasTan, rogorc ar unda gadaixaros<br />
fasi Rirebulebidan, misi minimaluri done ar SeiZleba<br />
warmoebis xarjebze dabla daeces.<br />
faswarmoqmnis subieqtur-marJinaluri (zRvruli) mimdinareoba<br />
ZiriTadad dafuZnebulia e. w. zRvruli sargeblianobis<br />
Teoriis debulebebze. es Teoria Camoyalibda XIX saukunis<br />
70-ian wlebSi u. Jevansis, k. mengeris, l. valrasis, bembaverkis<br />
da maTi XX saukuneli mimdevrebis v. firates, e.<br />
sluckis, p. samuelsonis da sxvaTa SromebSi. SromiTi Rirebulebis<br />
Teoriisagan gansxvavebiT subiqtur-marJinalur<br />
mimdinareobas faswarmoqmnis kvleva warmoebis sferodan mimoqcevis<br />
sferoSi gadaaqvs, e. i. orientirebulia moTxovnis<br />
faqtorze. es niSnavs, rom fasis sidides isini momxmarebel-<br />
Ta subieqturi SefasebiT gansazrvraven. momxmareblisaTvis<br />
nivTi Rirs imdeni, ramdenadac mas TviT Seafasebs. am Sefasebis<br />
sidide ki zRvruli sargeblianobiT ganisazRvreba. amrigad,<br />
ugulebelyofilia danaxarjebis roli da fasis erTaderT<br />
safuZvlad zRvruli sargeblianobaa miCneuli.<br />
zRvruli sargeblianoba ganisazRvreba myidvelis mier saqonlis<br />
im erTeulis sargeblianobis subieqturi SefasebiT,<br />
romelic arsebuli maragis pirobebSi individis yvelaze naklebad<br />
mniSvnelovan moTxovnilebas akmayofilebs. am debulebis<br />
mixedviT gamodis, rom rac ufro meti saqoneli gaaCnia<br />
subieqts, miT ufro naklebi uRirs igi, vinaidan yoveli<br />
momdevno erTeuli SedarebiT naklebad mniSvnelovan moTxovnilebas<br />
akmayofilebs.<br />
neoklasikur-sinTezuri mimdinareoba dakavSirebulia<br />
XIX saukunis 90-ian wlebSi ingliseli ekonomistis a. marSa-<br />
209
lis da misi mimdevrebis (j. robinsoni, e. Cemberleni, a. pigu<br />
da sxva) mier fasis obieqtur-marJinaluri (zRvruli) Teoriis<br />
neoklasikuri variantis SeqmnasTan. am mimdinareobis<br />
mixedviT faswarmoqmnis procesSi saWiroa miwodebisa da<br />
moTxovnis faqtorebis sinTezuri kvleva. amrigad, faswarmoqmnis<br />
kvlevis obieqti vrceldeba rogorc warmoebis, ise<br />
mimoqcevis sferoze. amiT igi cdilobs danaxarjebisa da subieqtur-marJinaluri<br />
(zRvruli) mimdinareobebis Serwymas.<br />
faswarmoqmnis klasikur-sinTezuri mimdinareobis ZiriTad<br />
principebs warmoadgens: faswarmoqmnis procesSi<br />
moTxovnisa da miwodebis TanabarmniSvnelovan faqtorebad<br />
aRiareba; sabazro wonasworobis miRwevis aucilebloba;<br />
moTxovna-miwodebis Tanafardobis aRricxva da analizi.<br />
aRniSnuli mimdinareoba faswarmoqmnas ixilavs ara<br />
statikaSi, aramed dinamikaSi. moTxovna da miwodeba aq ganixileba,<br />
rogorc rTuli, mravalfaqtoriani funqcia, sadac<br />
koncentirebulia fasebis ganmsazRvreli iseTi faqtorebi,<br />
rogoricaa: sabazro situaciis tipebi; konkurenciuli ur-<br />
TierTobis xasiaTi; saqonlis miwodebis done da struqtura;<br />
miwodebis xarjebis done; myidvelTa Semadgenloba, Semosavlebis<br />
done da xarjebi; fasis arsebuli done; sawarmoTa finansuri<br />
mdgomareoba da sxva.<br />
obieqtur-marJinalur Teoriis ideebze dayrdnobiT<br />
neoklasikur-sinTezurma mimdinareobam praqtikul-gamoyenebiTi<br />
mniSvneloba SeiZina. am TvalsazrisiT gansakuTrebiT<br />
unda aRiniSnos e. w. zRvruli midgomis koncefcia. igi gulisxmobs,<br />
rom nebismier sawarmos (firmas) SeiZleba daudges<br />
iseTi periodi, rodesac produqciis warmoebis zrda ar aris<br />
mizanSewonili. es periodi SeiZleba winaswar ganisazRvros,<br />
Tu firma sistematurad axdens miwodebisa da moTxovnis gansazRvrul<br />
faqtorebze dakvirvebas.<br />
aRniSnul TaviseburebaTa gamo neoklasikur-sinTezuri<br />
mimdinareoba sabazro faswarmoqmnasTan SedarebiT gawonasworebul<br />
mimarTulebadaa miCneuli. igi xSirad gamoiyeneba<br />
sawarmoTa faswarmoqmnis praqtikaSi.<br />
fasi, rogorc ekonomikuri kategoria, asrulebs garkveul<br />
funqciebs. gamoyofen fasis ramdenime funqcias, romelTa<br />
Soris gansakuTrebiT aRiarebulia: aRricxvis, stimulirebis,<br />
gadanawilebis da moTxovna-miwodebis dabalansebis<br />
funqciebi. es funqciebi erTmaneTTan mWidro kavSirSi arian;<br />
210
amasTan, xasiaTdebian garkveuli specifikiT da TavisTavadobiT.<br />
1. aRricxvis funqcia fasis ZiriTadi funqciaa. igi<br />
fasis arsidan momdinareobs da gulisxmobs saqonlis<br />
Rirebulebis aRricxvas. am funqciis SesrulebiT<br />
fasi aRricxvis, angariSgebis, analizis, prognozirebisa<br />
da regulirebis umniSvnelovanesi instrumentia.<br />
aRricxvis funqciis SesrulebiT fasi<br />
angariSgebis moxerxebul garemos qmnis ekonimikisa<br />
da biznesis nebismier sferoSi. mikroekonomikur<br />
doneze warmoudgenelia ZiriTadi fondebis, produqciis<br />
warmoebisa da realizaciis, danaxarjebis,<br />
Sromis anazRaurebis, mogebis, finansuri Sedegebis<br />
da sxva maCveneblebis Sefaseba. makroekonomikur<br />
doneze fasebis gareSe SeuZlebelia erToblivi<br />
moTxovnisa da erToblivi miwodebis, mTliani<br />
erovnuli produqtis, Siga erovnuli produqtis<br />
da sxva maCvenebelTa aRricxva, analizi, gaangariSeba,<br />
prognozi da a. S.<br />
2. stimulirebis funqcia gulisxmobs fasis meSveobiT<br />
mwarmoeblis, gamyidvelis, momxmareblis da<br />
sxva subieqtebis stimulirebas an SezRudvas. stimulirebis<br />
obieqti SeiZleba iyos produqciis warmoebis<br />
zrda da xarisxis gaumjobeseba, Sromis mwarmoeblurobis<br />
amaRleba, saqonlis moxmarebis gadideba<br />
da a. S.<br />
fasis Semcireba firmis stimuls ukargavs gaagrZelos<br />
warmoeba, vinaidan ecema mogebis done. es<br />
procesi kargad Cans saqonlis sasicocxlo ciklis<br />
etapebis magaliTze. saqonlis warmoebisa da gasa-<br />
Rebis zrdis etapze sul ufro izrdeba mogeba da<br />
amitom firmebi dainteresebuli arian gazardon bazarze<br />
saqonlis miwodeba, xolo dacemis etapze<br />
mcirdeba ra igi, firma kargavs dainteresebas. fasis<br />
Semcireba myidvelTa dainteresebas iwvevs, gadideba<br />
ki, piriqiT, amcirebs mas.<br />
3. fasis meSveobiT xorcieldeba Semosavlebis gadanawileba<br />
saxelmwifo, sazogadoebriv da kerZo seqtorebs<br />
Soris, meurneobis dargebsa da qvedargebs,<br />
biznesmenebsa da mosaxleobis sxva fenebs, myidvel-<br />
211
sa da gamyidvels Soris da a. S. Semosavlis ganawilebisa<br />
da gadanawilebis procesSi fasi gvevlineba,<br />
rogorc umniSvnelovanesi instrumenti. magali-<br />
Tad, gamomcxvar purze dabali fasebis SenarCunebiT<br />
saxelmwifo biujetidan mosaxleobis sasargeblod<br />
saxsrebis gadanawilebis, gazisa da eleqtroenergiis<br />
tarifebis zrdiT ki, piriqiT, iwvevs mosaxleobis<br />
realuri Semosavlis Semcirebas da sxv.<br />
4. fasis erT-erTi mniSvnelovani funqciaa moTxovnamiwodebis<br />
dabalanseba anu maT Soris wonasworobis<br />
uzrunvelyofa. am funqciis meSveobiT fasi aqtiurad<br />
zemoqmedebs bazarze, moTxovnasa da miwodebas<br />
Soris Tanafardobis Camoyalibebaze. am TvalsazrisiT<br />
fasi gvevlineba, rogorc bazarze arsebuli<br />
Seusabamobis regulirebis mniSvnelovani instrumenti.<br />
fasis cvlileba gansxvavebuli mimarTulebiT moqmedebs<br />
moTxovnaze da miwodebaze. sxva Tanabar pirobebSi fasis<br />
gadideba moTxovnis sididis Semcirebas, xolo fasis Semcireba<br />
moTxovnis sididis gadidebas iwvevs. es gamowveulia<br />
imiT, rom fassa da moTxovnas Soris Sebrunebuli (sapirispiro)<br />
damokidebulebaa. am TvalsazrisiT fass da miwodebas<br />
Soris pirdapiri damokidebuleba arsebobs. fasis gadideba<br />
miwodebis sididis zrdas, xolo fasis Semcireba misi sididis<br />
Semcirebas iwvevs. fasis es gansxvavebuli damokidebuleba<br />
moTxovnisa da miwodebis mimarT iZleva swored, sxva<br />
Tanabar pirobebSi, moTxovna-miwodebis dabalansebis SesaZleblobas.<br />
moTxovna-miwodebis dabalansebis funqcias asrulebs,<br />
rogorc sabazro, ise regulirebadi fasi. amasTan unda aRiniSnos,<br />
rom sabazro wonasworobis aRdgenisadmi swrafi reagireba<br />
sabazro fasis Sinagani bunebiTaa ganpirobebuli. igi<br />
gacilebiT manevrirebadia, vidre regulirebadi fasi. rac<br />
Seexeba socialur garantiebis uzrunvelyofas, sabazro fasi<br />
am pronlemebisadmi naklebad mgrZnobiarea maSin, roca<br />
regulirebadi fasi xSirad aqtiurad monawileobs am garantiebis<br />
funqcionirebaSi.<br />
aRniSnuli funqciebis SesrulebiT fasi ekonomikis regulirebis<br />
umniSvnelovanes instrumentad gvevlineba. faswarmoqmnis<br />
qmediTi poilitikis SemuSaveba, sabazro faswar-<br />
212
moqmnis garantiebis uzrunvelyofa, fasebis sistemis swori<br />
formireba da sxva RonisZiebebi fasis funqciebis moqmedebis<br />
dadebiTi Sedegebis miRwevis aucilebeli pirobaa.<br />
fasebis sistema warmogvidgeba fasis saxeebis, maTi ur-<br />
TierTkavSirisa da Tanafardobis erTobliobis saxiT.<br />
fasebis sistema da misi formirebis pirobebi gansxvavebulia<br />
faswarmoqmnis tipebis mixedviT. arsebobs faswarmoqmnis<br />
ori ZiriTadi tipi: sabazro faswarmoqmna da centralizebuli<br />
— saxelmwifo faswarmoqmna.<br />
sabazro faswarmoqmna gulismxobs saqonelze fasebis<br />
gansazRvras bazarze, Tavisufal garigebaSi monawile mxare-<br />
Ta (ganmyidveli da myidveli) interesebis Sexamebisa da ur-<br />
TierTsargebliani SeTanxmebis safuZvelze.<br />
centralizebuli saxelmwifo faswarmoqmnisaTvis ni-<br />
Sandoblivia fasebis dadgena administraciuli wesiT, saxelmwifo<br />
organobeis mier. fasebis ekonomikuri dasabuTeba<br />
am SemTxvevaSi saxelmwifo-ekonomikuri politikis Sesabamisad<br />
xdeba da naklebad iTvaliswinebs bazris moTxovnebs.<br />
saqonelze da momsaxurebaze sxvadasxva saxis fasi da<br />
tarifi arsebobs. amis safuZvelia Semdegi pirobebi: ekonomikur<br />
brunvaSi monawileobis Tavisebureba, regulirebis wesi,<br />
drosa da sivrceSi moqmedebis Taviseburebani da a. S.<br />
ekonomikuri brunvis anu vaWrobis Taviseburebis gaTvaliswinebiT<br />
gamoiyofa: sabiTumo, sacalo da Sesyidvis fasebi,<br />
agreTve momsaxurebis tarifebi.<br />
sabiTumo fasi es iseTi fasia, romlis mixedviTac xorcieldeba<br />
saqonlis didpartiebad yidva-gayidva, e. w. sabiTumo<br />
vaWrobis meSveobiT. sabiTumo fasebSi xdeba, rogorc sawarmoo<br />
daniSnulebis saqonlis, ise piradi moxmarebis sagnebis<br />
realizacia. sabiTumo fasebSi saqonlis gayidva xdeba sawarmoebsa<br />
da firmebSi, sasaqonlo birJebze, sabiTumo bazeb-<br />
Si an msxvil specializebul maRaziebSi. aseT SemTxvevaSi<br />
gamyidvelis rolSi gamodis uSualo mwarmoebeli, Suamavali,<br />
gamsaRebeli da a. S. isini sabiTumo fasebSi gascemen saqonels<br />
myidvelebze. amitom mas sabiTumo gasacem fassac<br />
uwodeben. sabiTumo (gasacemi) fasi ewodeba sabiTumo sawarmos<br />
(firmis) fass, romlis saqoneli saboloo momxmareblis-<br />
Tvis ar aris gankuTvnili. sabiTumo fasis struqturuli<br />
elementebia: sawarmos danaxarjebi, mogeba da kanonmdeblobiT<br />
dawesebuli sagadasaxado ganakveTebi.<br />
213
sacalo fasi is fasia, romlis mixedviTac saqoneli sacalo<br />
vaWrobis pirobebSi mieyideba uSualod saboloo momxmarebels.<br />
sacalo fasSi, rogorc wesi, piradi moxmarebis<br />
saqoneli iyideba da mas ZiriTadad mosaxleoba SeiZens, xolo<br />
gamonaklisis saxiT yiduloben sawarmoebi, dawesebulebebi,<br />
organizaciebi an sxva. sacalo fasis elementebia: sawarmos<br />
sabiTumo gasacemi fasi (warmoebis xarjebi, mogeba,<br />
gadasaxadebi) da savaWro saSuamavlo fasnamati.<br />
sacalo fasis, rogorc saqonlis saboloo fasis<br />
struqtura warmodgenilia qvemoT motanil 10.1 cxrilSi.<br />
214<br />
cxrili 10.1<br />
sacalo fasebis struqtura faswarmoqmnis<br />
stadiebis gaTvaliswinebiT<br />
produqciis<br />
warmoebis<br />
xarjebi<br />
(TviTRirebuleb<br />
a)<br />
mogeb<br />
a<br />
gadasaxadeb<br />
i<br />
sawarmos sabiTumo (gasacemi) fasi<br />
sacalo fasi<br />
savaWro saSualo<br />
fasnamati<br />
mimoqcevi savaWr<br />
s o<br />
xarjebi mogeba<br />
Sesyidvis fasi Tavisi bunebiT sabiTumo fasis erTgvarovania.<br />
igi gankuTvnilia sasoflo-sameurneo produqtebis<br />
Sesyidvis procesis momsaxurebisaTvis. am fasSi mwarmoebelebi<br />
TavianTi produqcias mihyidian damamzadebel organizaciebs<br />
an calkeul pirebs (komersantebs).<br />
momsaxurebis tarifi — es aris momsaxurebis sferoSi<br />
moqmedi fasi. igi wesddeba satransporto, sayofacxovrebo,<br />
kavSirgabmulobis, komunaluri meurneobisa da sxva dargebis<br />
mier gaweul momsaxurebaze.
fasebi maTi dadgenisa da regulirebis Taviseburebis<br />
gaTvaliswinebiT aris Tavisufali (sabazro) fasi da regulirebadi<br />
fasi.<br />
sabazro ekonomikis pirobebSi fasebisa da tarifebis<br />
umetesi nawili bazarze moTxovna-miwodebis TanafardobiT<br />
yalibdeba. saqarTveloSi 1992 wlidan gatarda fasebis liberalizaciis<br />
RonisZiebebi, ramac faswarmoqmnaSi saxelmwifos<br />
uSualo monawileoba mniSvnelovnad Seamcira. amis Sedegad<br />
fasebis sistemaSi Tavisufal (sabazro) fass ZiriTadi<br />
adgili ukavia.<br />
Tavisufali (sabazro) fasi ewodeba fass, romelic yalibdeba<br />
bazarze moTxovna-miwodebis gavleniT Tavisufali<br />
konkurenciis, moqmedi sagadasaxado sistemis da faswarmoqmnis<br />
arsebuli wesebis dacvis pirobebSi yidva-gayidvis aqtis<br />
monawile mxareTa interesebis Tavisufali Sexamebis safuZvelze.<br />
regulirebadi ewodeba fass, romelsac ZiriTadad aregulirebs<br />
saxelmwifo. regulirebadi fasis nairsaxeobas<br />
warmoadgens: saxelmwifo regulirebadi fasi, saxelmwifo<br />
fiqsirebuli fasi da zRvruli fasi.<br />
saxelmwifo regulirebadi ewodeba fass, romlis dadgenis<br />
an cvlilebis konkretuli meqanizmi ganisazRvreba saxelmwifo<br />
aRmasrulebeli xelisuflebis an misi adgilobrivi<br />
organoebis mier.<br />
saxelmwifo fiqsirebuli fasi ewodeba myarad dadgenili<br />
sididis saxelmwifo regulirebad fass. igi ZiriTadad<br />
sapreiskuranto fasis saxiT wesddeba.<br />
zRvruli fasi regulirebadi fasis nairsaxeobaa da gulisxmobs<br />
aRmasrulebeli xelisuflebis organoebis mier<br />
fasis zeda da qveda zRvris, an romelime maTganis dawesebas.<br />
saxelSekrulebo fasi warmoadgens myidvelisa da gamyidvelis<br />
Soris dadebul kontraqtebSi fiqsirebul fass.<br />
Tavisi bunebiT igi miekuTvneba, rogorc sabazro fass, ise<br />
fiqsirebul an zRvrul fass. saqme is aris, rom saxelSekrulebi<br />
fasebis done mxareTa Tavisufali urTierTSeTanxmebis<br />
safuZvelze ganisazRvreba, rac fasis dadgenis sabazro<br />
princips Seesabameba. amasTan, fasi winaswaraa fiqsirebuli<br />
da xSirad xangrZlivi periodis manZilze gamoiyeneba. aris<br />
SemTxvevebi, rodesac mxareebi garkveuli mizeziT (kanon-<br />
215
mdeblobis cvlileba, inflaciis molodini an sxva) fasis<br />
zRvrul doneze Tanxmdebian.<br />
rogorc sabiTumo, ise sacalo fasi ganicdis diferencirebas<br />
drosa da sivrceSi. amis gaTvaliswinebiT praqtikaSi<br />
gvxvdeba fasis iseTi nairsaxeobebi rogoricaa: mudmivi,<br />
droebiTi, sezonuri, erTiani, adgilobrivi, zonaluri da<br />
sxva.<br />
mudmivia fasi, Tu misi dadgenis dros ar aris miTiTebuli<br />
misi moqmedebis xangrZvlivoba da moqmedebs xangrZlivi periodis<br />
ganmavlobaSi. droebiTi fasi wesddeba garkveuli vadiT<br />
an xasiaTdeba xSiri cvlilebiT. sabazro fasebi ZiriTadad<br />
droebiTi fasebis saxiTaa warmodgenili da icvleba bazarze<br />
moTxovna-miwodebis Tanafardobis cvlilebis Sedegad. droebiTi<br />
fasis nairsaxeobaa sezonuri fasi. igi icvleba saqonlis<br />
warmoebisa da moxmarebis sezonuri cvlilebis Sesabamisad. magaliTad,<br />
masobrivi warmoebis sezonSi xil-bostneuli iafia,<br />
zamTar-gazafxulis sezonSi ki Zviri; an kidev, zamTris sezonSi<br />
sazafxulo tansacmlis fasi mcirdeba, Tbili tansacmlisa ki<br />
izrdeba da a. S.<br />
sivrceSi fasebis klasifikacia niSnavs fasis dadgenas<br />
qveynis teritoriuli erTeulebis TaviseburebaTa gaTvaliswinebiT.<br />
amis Sesabamisad erTian fasebTan erTad zonaluri<br />
(zolobrivi) da adgilobrivi fasebi. faswarmoqmnisadmi<br />
aseTi midgoma gulisxmobs geografiuli principebis gaTvaliswinebas<br />
fasebis dadgenis da gamoyenebis procesSi.<br />
erTiani ewodeba fass, romliTac konkretuli saqoneli<br />
qveynis yvela raionSi (regionSi) da dasaxelebul punqtSi<br />
Tanabar fasebSi iyideba. aseTia, magaliTad, amJamad saqar-<br />
Tvelos teritoriaze qarxnuli wesiT gamomcxvari puris fasi,<br />
eleqtroenergiis tarifi, metropoliteniT mgzavrobis<br />
tarifi da sxva. zonalur (zolobrivi) fasis arseboba dakav-<br />
Sirebulia produqciis warmoebis xarjebis, mwarmoebeli raionebidan<br />
moxmarebis raionSi saqonlis Sezidvis da sxva saxis<br />
xarjebis gansxvavebul donesTan.<br />
faswarmoqmnis praqtikaSi gvxvdeba agreTve faqtiuri,<br />
mosalodneli, perspeqtiuli, mcocavi, SefardebiTi, cvalebadi,<br />
ucvleli, saangariSsworebo, sabirJo, auqcionis, sakomisio<br />
da sxva saxis fasebi.<br />
216
10.2. faswarmoqmnis politika da faswarmoqmnis procesis<br />
etapebi da meTodebi<br />
sabazro ekonomikis pirobebSi faswarmoqmnis process<br />
gansakuTrebuli roli eniWeba. es ganpirobebulia im garemoebiT,<br />
rom fasebisa da faswarmoqmnis moqnili politikis gatareba<br />
xels uwyobs iseTi RonisZiebebis ganxorcielebas,<br />
rogoricaa:<br />
� bazarze sawarmos (firmis) damkvidreba;<br />
� gasaRebis sferos maqsimaluri gafarToeba;<br />
� mogebis gadideba da sxva.<br />
firmebis faswarmoqmnis politikaSi adgili ar unda<br />
hqondes iseT xarvezebs, rogoricaa:<br />
� faswarmoqmnis zomaze metad orientireba danaxarjebze;<br />
� fasis arasakmao orientireba sasaqonlo nomenklaturaze<br />
da bazris segmentze;<br />
� fasis gamoyeneba <strong>marketingis</strong> sxva elementebisagan<br />
izolirebulad;<br />
� faswarmoqmnis procesSi sabazro situaciebis arasrulyofilad<br />
gaTvaliswineba da a. S.<br />
faswarmoqmnis politikas firmebi warmarTaven ramdenadme<br />
gansxvavebul aspeqtSi. magaliTad, produqciis xarisxis<br />
gaumjobesebis faqtors, rogorc wesi, isini iyeneben mogebis<br />
gadidebis mizniT. amasTan, amas aRweven intensiuri an<br />
eqstensiuri meTodebis gamoyenebis gziT. kerZod, firmebi<br />
erT SemTxvevaSi produqciaze Zviri fasis dadgenis gziT aRweven<br />
mogebis normis (erTeuli produqciis fasSi mogebis wili)<br />
gadidebas. anu mimarTaven e. w. `naRebis moxsnis~ politikas;<br />
sxva SemTxvevaSi ki iyeneben Semcirebul fasebs, riTac<br />
aRweven saqonlis gayidvis moculobis gadidebas, ris Sedegadac<br />
izrdeba mogebis masa.<br />
firmebis (sawarmoebis) faswarmoqmnis politikis Ziri-<br />
Tad mimarTulebas sabazro struqturis tipi gansazRvravs.<br />
isini iZulebuli arian faswarmoqmnis politikis SemuSavebis<br />
dros yovelmxriv gaiTvaliswinon sabazro konkurenciis tipebi.<br />
cnobilia sabazro struqturis oTxi ZiriTadi tipi<br />
(wminda konkurencia, monopolisturi konkurencia, oligipolia<br />
da wminda monopolia), romlebic xasiaTdebian garkve-<br />
217
uli TaviseburebiT, rac arsebiT gavlenas axdens sawarmoTa<br />
faswarmoqmnis politikaze.<br />
wminda konkurenciis bazari warmodgenilia erTgvarovani<br />
saqonlis mravali mwarmoeblisagan. aseve mravalricxovania<br />
myidvelTa raodenoba. aseTia, magaliTad, pirveladi<br />
moxmarebis saqonlis (puri, Saqari, kartofili, bostneuli,<br />
tansacmeli da sxva) bazari. roca am sasaqonlo jgufis bazari<br />
gajerebulia, verc erTi gamyidveli fasebze arsebiT gavlenas<br />
ver axdens. mimwodebels ar SeuZlia sabazro fasTan<br />
SedarebiT aswios an daswios fasi. es misTvis saziano iqneba.<br />
pirvel SemTxvevaSi ver gaasaRebs saqonels. meore SemTxveva-<br />
Si ki dahkargavs normaluri mogebis miRebis SesaZleblobas.<br />
am tipis bazarze saqoneli ZiriTadad wonasworul fasebSi<br />
iyideba; sawarmoebi faswarmoqmnis martiv politikas aZleven<br />
upiratesobas da cdiloben SeinarCunon TavianTi fasebi sabazro<br />
fasebis doneze.<br />
faswarmoqmnis politika garkveulad icvleba monolisturi<br />
konkurenciis bazarze, romelic marTalia mravali<br />
gamyidvelisa da myidvelisagan Sedgeba, magram saqoneli iyideba<br />
ara erTian sabazro fasebSi, aramed farTo diapazonis<br />
(gansxvavebuli) fasebis mixedviT. amgvari fasebis gamoyenebis<br />
SesaZlebloba ganpirobebulia imiT, rom mimwodebels SeuZlia<br />
myidvels SesTavazos saqonlis sxvadasxva varianti.<br />
miwodebeli saqoneli erTmaneTisagan gansxvavdeba xarisxiT,<br />
modeliT, gaformebiT da sxva niSnis mixedviT. garda amisa,<br />
mwarmoeblebi axdenen momxmarebelTa tipologias da sxvadasxva<br />
jgufis momxmarebels awvdian gansxvavebul saqonels.<br />
magaliTad, didi Semosavlis mqone myidvelebs uzrunvelyofen<br />
Zvirfasi qsovilebisagan damazadebuli tansacmliT, xolo<br />
gansakuTrebuli stilis tansacmels sTavazoben xandazmulebs,<br />
axalgazrdebs da a. S. yovelive amis gamo monopoliuri<br />
konkurenciis bazarze fasebi konkurenciis insturmentad<br />
iqceva. amasTan didi yudarReba eqceva reklamis, gasaRebis<br />
bazris SerCevas, momsaxurebis kulturas da gasaRebis<br />
sxva mastimulebel saSualebebs.<br />
oligopolisturi bazari warmodgenilia momxmarebel-<br />
Ta SezRuduli raodenobiT, rac imiT aixsneba, rom rTulia<br />
warmoebis teqnologia, Zviri jdeba produqciis warmoebis<br />
aTviseba da Znelia bazarze SeRweva. garkveulad mcirdeba<br />
myidvelTa ricxvic, vinaidan saqoneli specifikuria da mas<br />
218
momxmarebelTa mxolod garkveuli kategoria SeiZens. oligopolistur<br />
bazarze saqoneli SeiZleba iyos rogorc er-<br />
Tgvarovani (spilenZi, alumini, foladi, an Rvino, arayi, koniaki<br />
da a. S.). aseT bazarze gamyidvelebi metad mgrZnobiareni<br />
arian konkurentis faswarmoqmnis politikisa da marketinguli<br />
strategiis mimarT. Tu romelime konkurenti Seamcirebs<br />
fass, myidveli swrafad gadaerTveba aseTi saqonlis<br />
SeZenaze. rodesac mimwodebeli zrdis fass, konkurentebma<br />
SeiZleba ar mibaZon mas. aseT SemTxvevaSi igi iZulebuli xdeba<br />
daubrundes Zvel fasebs, winaaRmdeg SemTxvevaSi dakargavs<br />
myidvelTa garkveul raodenobas.<br />
wminda monopoliis bazarze gamyidvelis rolSi gamodis<br />
mxolod erTi mwarmoebeli. igi SeiZleba iyos saxelmwifo organizacia<br />
(magaliTad, metalurgiuli kombinati, metropoliteni,<br />
safosto uwyeba da a. S.), an kerZo firma. yoveli maTgani<br />
faswarmoqmnis gansxvavebul politikas iyenebs. am politikis<br />
mizani saxelmwifo monopoliis pirobebSi SeiZleba iyos mosaxleobis<br />
socialuri garantiebis uzrunvelyofa an biznesmenTa<br />
stimulireba. aseT SemTxvevaSi saxelmwifo iyenebs xelsayrel<br />
fasebs. zogjer man SeiZleba miznad daisaxos saxelmwifo biujetis<br />
Semosavlebis gadideba. am SemTxvevaSi igi saqonelze (magaliTad,<br />
alkoholiani sasmelebi, Tambaqos nawarmi da sxva)<br />
awesebs did sagadasaxado ganakveTs (mogebidan gadasaxadi, damatebuli<br />
Rirebulebis gadasaxadi, aqcizi da sxva) da amiT xelovnurad<br />
zrdis fasebs.<br />
Tavisebureba romelic damaxasiaTebelia sabazro konkurenciis<br />
calkeuli tipisaTvis, aisaxeba TiToeuli maTganisaTvis<br />
damaxasiaTebel konkretul niSnebSi (ix. cxrili 10.2).<br />
amrigad, faswarmoqmnis politika sawarmoebSi damokidebulia<br />
mis mier SemuSavebul marketingul strategiaze,<br />
xolo am politikis praqtikuli realizaciis SesaZleblobas<br />
gansazRvravs sabazro konkurenciis tipi.<br />
faswarmoqmnis procesi — es aris fasebis dasabuTebis,<br />
dadgenisa da gamoyenebis procesis erToblioba.<br />
faswarmoqmnis procesi firmebSi xorcieldeba garkveuli<br />
TanmimdevrobiT anu etapobrivad. fasebis dadgenisas<br />
gamoyofen Semdeg ZiriTasd etapebs:<br />
� faswarmoqmnis amocanis dasaxva;<br />
� moTxovnis moculobisa da struqturis gansazRvra;<br />
219
� produqciis warmoebisa da realizaciis danaxarjebis<br />
Sefaseba;<br />
� konkurentebis saqonlisa da fasis Sefaseba;<br />
� fasis dadgenis meTodebis SerCeva;<br />
� saboloo fasis dadgena.<br />
faswarmoqnis amocanebis dasaxvis procesSi firma gansazRvravs<br />
im amocanebs, romelTa miRwevasac igi isaxavs miznad<br />
fasis meSveobiT. aseTi mizani SeiZleba iyos: bazridan<br />
konkurentis gamodevna; mogebis maqsimizacia; bazarze liderobis<br />
miRweva da sxva.<br />
220<br />
cxrili 10.2<br />
sabazro konkurenciis tipebisaTvis<br />
damaxasiaTebeli ZiriTadi niSnebi1 damaxasiaTeb<br />
eli niSnebi wminda<br />
konkurenci<br />
a<br />
monopolist<br />
uri<br />
konkurencia<br />
bazris tipebi<br />
oligopolia wminda<br />
monopolia<br />
1 2 3 4 5<br />
sawarmoTa Zalian bevri ramdenime erTi<br />
raodenoba bevri<br />
produqciis standartu diferencil standartuli an unikaluri,<br />
tipi<br />
li<br />
i<br />
diferenciuli<br />
Semcvlelis<br />
gareSe<br />
fasebis ar aris zog<br />
urTierTdamokidebu mniSvnelovan<br />
kontrolis<br />
SemTxvevaSi lebiT SezRuduli i<br />
done<br />
viwro<br />
mniSvnelovani<br />
farglebSi faruli SeTanxmebis<br />
dros<br />
dargSi ioli, SedarebiT arsebiTi Seferxeba blokirebul<br />
Sesvlis Seuferxebe ioli<br />
ar aris<br />
i<br />
pirobebi li<br />
arafasismier ar<br />
aris<br />
Zalian tipuri, rac umTavresad<br />
i<br />
arsebobs reklamaze, gansakuTrebiT<br />
sazogadoebr<br />
konkurencia<br />
savaWro SesamCnevi<br />
iv<br />
niSnebze da produqtTa<br />
organizacieb<br />
a. S.<br />
diferencirebisas Tan firmis<br />
kavSiris<br />
reklama<br />
magaliTebi soflis sacalo foladis,<br />
sazogadoebr<br />
meurneoba vaWroba, avtomanqanebis,<br />
ivi<br />
Sekerili sasoflo-sameurneo sargeblobis<br />
nawarmis, inventaris,<br />
adgilobrivi<br />
fexsacmlis sayofacxovrebo sawarmoebi<br />
warmoeba eleqtrosaqonlis<br />
warmoeba<br />
1 k. makoneli, s. briu, dasax. wigni. gv. 66.
azarze konkurentis gamodevnis mizniT firma mimar-<br />
Tavs analogiur saqonelze SedarebiT naklebi (mcire) fasebis<br />
dadgenis politikas. aseT SemTxvevaSi igi konkurentis<br />
damarcxebas, mogebis miRebaze met mniSvnelobas aniWebs da<br />
miiCnevs, rom bazris axali wilis mopoveba momavalSi mas sa-<br />
Sualebas miscems ainazRauros danakargebi. es miiRweva momavalSi<br />
saqonlis gayidvis gadidebis da fasebis garkveuli<br />
zrdis Sedegad.<br />
firma xSirad faswarmoqmnis ZiriTad amocanad miiCnevs<br />
mogebis maqsimizacias. aseT SemTxvevaSi igi cdilobs mcire<br />
danaxarjebisa da Zviri fasebis meSveobiT uzrunvelyos e. w.<br />
`naRebis moxsnis~ politikis gatareba.<br />
bazarze liderobis mopovebis mizniT firma mimarTavs<br />
fasebis minimizaciis politikas. es xerxi mWidro kavSirSia bazarze<br />
arsebul konkuentebis winaarmdeg mimarTul RonisZiebebTan.<br />
faswarmoqmnis meore etapze sawarmoebi gansazRvraven<br />
moTxovnis moculobasa da struqturas. ramdenad mWidrodaa<br />
moTxovnasa da fasebs Soris arsebuli urTierTdamokidebuleba,<br />
amis garkveva xdeba moTxovnis elastikurobis koeficientis<br />
meSveobiT (ix. Tavi 8.2.). elastikurobis donis gaTvaliswinebiT<br />
<strong>marketingis</strong> specialists SeuZlia aagos elastikuri<br />
an araelastikuri moTxovnis mrudi, rac TvalsaCinos<br />
xdis moTxovnisa da fasis urTierTdamokidebulebis konkretul<br />
SemTxvevebs.<br />
mesame etapi gulisxmobs danaxarjebis Sefasebas. sxva<br />
Tanabar pirobebSi Tu moTxovnis sididis zrda saqonlis maqsimalur<br />
fass gansazRvravs, minimaluri fasi produqciis<br />
warmoebisa da realizaciis xarjebiT ganisazRvreba. danaxarjebis<br />
gaangariSebis dros sasurvelia mTliani xarjebidan<br />
gamovacalkevoT pirobiTad mudmivi (fiqsirebuli) da<br />
cvalebadi xarjebi da ganvixiloT isini struqturul Wril-<br />
Si (ix. 10.4.).<br />
mudmivi (fiqsirebuli) da cvalebadi xarjebis erToblioba<br />
iZleva mTlian xarjebs.<br />
faswarmoqmnis meoTxe etapze firmebi axdenen konkurentis<br />
saqonlis da fasis Sefasebas. am mizniT sawarmos marketinguli<br />
samsaxuri swavlobs bazarze konkurentis mier gamotanili<br />
saqonlis fass, xarisxs da sxva niSan-Tvisebas da<br />
221
adarebs mas sakuTar saqonelTan. Sedarebis procesSi SeiZleba<br />
aRiniSnos sami ZiriTadi situacia:<br />
� sawarmos da misi konkurentis saqonlis xarisxobrivi<br />
maCveneblebi analogiuria;<br />
� sawarmos saqonlis xarisxi aRemateba konkurentisas;<br />
� konkurentis saqoneli Tavisi xarisxiT sjobs sawarmos<br />
produqcias.<br />
aseT SemTxvevaSi gadawyvetilebis miRebis martivi gzaa<br />
fasis dadgena saqonlis xarisxobrivi parametrebis Tanafardobis<br />
gaTvaliswinebiT. magram zogjer, komerciuli mosazrebiT,<br />
miuxedavad imisa, rom sawarmos saqonlis xarisxi aRemateba<br />
konkurentisas, igi ar iyenebs (an srulad ar iyenebs)<br />
am upiratesobas da awesebs SesaZloze mcire fass. amiT igi<br />
izidavs myidvelebs da zrdis saqonlis gayidvis SesaZleblobas.<br />
faswarmoqmnis mexuTe etapze xdeba fasebis dadgenis<br />
meTodebis SerCeva. sawarmoebi saqonlis warmoebis xarjebis,<br />
konkurentTa saqonlis fasebisa da sxva maCveneblebis analizis<br />
Semdeg irCeven fasis dadgenis ama Tu im meTods. imisda<br />
mixedviT Tu ra mizans isaxavs sawarmo faswarmoqmnis procesSi,<br />
es meTodebi gansxvavebulia. man SeiZleba airCios danaxarjebze,<br />
miznobriv mogebaze, konkurentTa fasebze, momxmarebelTa<br />
qcevaze an sxva maCvenebelze orientirebuli me-<br />
Todi.<br />
meeqvse etapze xorcieldeba saboloo fasis dadgena. am<br />
etapze sawarmoebi iTvaliswineben, rogorc wina etapebis<br />
ganzogadebiT miRebul informacias, aseve iseT sakiTxebs,<br />
rogoricaa: myidvelTa fsiqologia; fasebis politikisadmi<br />
savaWro personalis damokidebuleba; mimwodebelTa pozicia;<br />
saxelmwifo xelisuflebis, sakanonmdeblo, finansuri da sxva<br />
organoebis moTxovnebi da a. S.<br />
fasebis dadgenis dros aucilebelia imis gaTvaliswineba,<br />
rom myidvels, gamyidvels, konkurents da bazris sxva<br />
subieqtebs gansxvavebuli reaqcia gaaCnia fasis cvlilebisadmi.<br />
fasis Semcirebas myidveli yovelTvis ar aRiqvams dadebiTad.<br />
myidveli miesalmeba e. w. `kvimat fasebs~. magali-<br />
Tad, nacvlad 200 larisa ufro efeqtiania 199 lari, radgan<br />
myidveli miiCnevs, rom saqoneli 100 lari da kidev ramdenime<br />
222
erTeuli Rirs. myidveli dadebiTad reagirebs agreTve kent<br />
ricxvSi (3, 5, 7 lari da a. S.) gamosaxul fasebis mimarT da a. S.<br />
faswarmoqmnis erT-erTi etapia saqonelze (momsaxurebaze)<br />
fasebis dadgenis meTodebis SerCeva. praqtikaSi firmebi<br />
fasebis dadgenis Semdeg meTodebs iyeneben:<br />
� saSualo danaxarjebs damatebuli mogeba;<br />
� fasebis gansazRvra wamgebianobis likvidaciisa da<br />
miznobrivi mogebis uzrunvelyofis safuZvelze;<br />
� fasis dadgena saqonlisa da momsaxurebis Rirebulebis<br />
SegrZnebis gaTvaliswinebiT;<br />
� fasis dadgena mimdinare fasebis safuZvelze;<br />
� fasis dadgena daxuruli vaWrobis safuZvelze.<br />
saSualo danaxarjebs damatebuli mogeba — fasis dadgenis<br />
sakmaod gavrcelebuli meTodia. mwarmoebeli produqcias<br />
gamyidvelze gascems sabiTumo fasSi. fasma unda aanaz-<br />
Rauros TviTRirebuleba (10 lari) da misces mwarmoebels<br />
mogeba. Tu mogeba Seadgens 2 lars, maSin sabiTumo gasacemi<br />
fasi Seadgens 12 lars (10+2), romlis mixedviTac (saqonelmoZraobis<br />
erT rgoliani sistemis pirobebSi) mas SeiZens sacalod<br />
movaWre. am Tanxaze garkveuli Semosavlis (savaWro<br />
fasnamati) daricxviT miiReba sacalo fasi. Tu savaWro fasnamati<br />
Seadgens 3 lars, maSin Cvens magaliTze saqonlis sacalo<br />
fasi ganisazRvreba 15 laris (12+3) odenobiT. savaWro<br />
fasnamatidan nawili gankuTvnilia gamyidveli sawarmos mimoqcevis<br />
xarjebis anazRaurebisaTvis, xolo meore nawili<br />
Seadgens gamyidvelis mogebas.<br />
am meTodiT fasis gaangariSebis dros praqtikaSi miRebulia<br />
danaricxebis ganakveTis diferencireba saqonlis saxeebis<br />
mixedviT. igi SedarebiT mcirea yoveldRiuri moTxovnis<br />
saqonelze, xolo maqsimaluria rTuli asortimentis,<br />
unikalur da fufunebis sagnebze. danaricxebis sidide damokidebulia<br />
produqciis warmoebisa da gasaRebis adgilis ur-<br />
TierTdaSorebaze, saqonlis win wawevis (saqonelmoZraobis)<br />
rgoladobaze, gadazidvisa da Senaxvis xangrZlivobaze da a.<br />
S.<br />
fasis dadgenis meore meTodi iTvaliswinebs zaralianobis<br />
likvidacias da miznobriv mogebaze orientacias. es<br />
gulisxmobs, rom firmebi axdenen danaxarjebis analizs, avlenen<br />
maTi Semcirebis gzebs, gansazRvraven mogebis miRebis<br />
223
SesaZlo variantebs da miznad isaxaven garkveuli mogebis<br />
uciloblad miRebas. miznobrivi mogebis sidide SeiZleba ganisazRvros,<br />
rogorc absolutur, ise SefardebiT maCveneblebSi.<br />
miznobrivi mogebis absoluturi meTodi gulisxmobs<br />
produqciis erTeulze mogebis sididis gansazRvras absolutur<br />
TanxaSi (larebSi, dolarebSi da a. S.). aseT SemTxveva-<br />
Si firma miznad isaxavs produqciis erTeulze miiRos miznobrivi<br />
mogeba 1, 2, 3 laris an sxva Tanxis moculobiT. SefardebiTi<br />
meTodi gulisxmobs miznobrivi mogebis gaangari-<br />
Sebas mogebis normis meSveobiT. mogebis norma es aris mogebis<br />
Tanxis procentuli Sefardeba sawarmos saqmianobis damaxasaiaTebel<br />
iseT ZiriTad maCveneblebTan, rogoricaa<br />
TviTRirebuleba, sawarmoo fondebis Rirebuleba, avansebuli<br />
kapitali, misi calkeuli nawili (ZiriTadi kapitali, sabrunavi<br />
kapiti da sxva), xelfasi an sxva. kerZod, TviTRirebulebis<br />
mimarT miznobrivi mogebis gaangariSeba SefardebiTi<br />
meTodis gamoyenebiT gulisxmobs, rom sawarmo adgens mogebis<br />
saorientacio normativs, romelic uzrunvelyofs sasurveli<br />
mogebis miRebas. davuSvaT, rom puris qarxana miznad<br />
isaxavs TviTRirebulebis mimarT miznobrivma mogebam<br />
Seadginos 10%. aseT SemTxvevaSi Tu 100 cali gamomcxvari<br />
puris TviTRirebuleba Seadgens 40 lars, xolo misi sabiTumo<br />
fasi — 44 lars, aqedan 4 lari anu TviTRirebulebis 10% (4<br />
: 40 = 100) Seadgens miznoibriv mogebas.<br />
gaswarmoqmnis mesame meTodi fulisxmobs saqonelze<br />
fasis dadebas momxmarebelTa subieqturi SegrZnebis gaTvaliswinebiT.<br />
aseT SemTxvevaSi fasis dadebis dros mxedvelobaSi<br />
miiReba ara danaxarjebi, aramed produqciis xarisxi,<br />
prestiJuloba, momsaxurebis done, moxmarebis specifika (dro,<br />
garemo) da sxva. amis gaTvaliswinebiT erTi boTli (0,5 litri)<br />
ludi momxmarebelma sasursaTo maRaziaSi SeiZleba SeiZinos 50<br />
TeTrad, sasauzmeSi — 70 TeTrad, saojaxo restoranSi — erT<br />
larad, sastumros nomerSi — 1,5 larad, xolo umaRlesi klasis<br />
restoranSi — 2 larad.<br />
faswarmoqmnis Semdegi meTodia saqonelze fasebis<br />
dadgena mimdinare fasebis doneze anu bazrze arsebuli fasis<br />
analogis mixedviT. aseT SemTxvevaSi firma fasis dadgenis<br />
procesSi mxedvelobis gareSe stovebs moTxovnisa da<br />
warmoebis danaxarjebis faqtors. am dros misi mizania bazarze<br />
kuTvnili wilis SenarCuneba. msxvili savaWro sawar-<br />
224
moebi mizanSewonilad miiCneven saqoneli gayidon bazarze<br />
arsebul saSualo (zogjer ki saSualoze dabal) fasebSi,<br />
wvrili firmebi ki cdiloben ar dauSvan saqonlis gayidva sa-<br />
Sualoze dabal fasebSi. amitom xSirad mcire savaWro sawarmoebSi<br />
saqonelze fasi gacielbiT maRalia, vidre msxvil savaWro<br />
obieqtebSi. qalaqis ganapira raionebSi analogiuri<br />
saqonlis fasi gacilebiT dabalia, vidre centralur adgilebSi<br />
da a. S.<br />
faswarmoqmnis mexuTe meTodi gulisxmobs fasis dadgenas<br />
e. w. daxuruli vaWrobis safuZvelze. es meTodi Ziri-<br />
Tadad gamoiyeneba xangrZlivi saxelSekurlebo urTierTobis<br />
pirobebSi, sakontraqto fasebis dadgenis dros. es fasebi<br />
ramdenadme mcirea analogiuri produqciis sabazro fasebTan<br />
SedarebiT.<br />
faswarmoqmnis aRniSnuli meTodebis gamoyeneba kompleqsurad<br />
xorcieldeba. sawarmoebis (firmebis) mier TiToeuli<br />
maTganisaTvis prioritetis miniWeba dakavSirebulia<br />
gasaRebis bazris TaviseburebasTan, momxmarebelTa kontingentis<br />
SemadgenlobasTan, sawarmos marketinguli strategiis<br />
SinaarsTan (kerZod, Tu ra mizans — `bazarze SeRwevis Tu<br />
`naRebis moxsnis~ politikas airCevs igi) da a. S.<br />
10.3. fasebis dawesebaze moqmedi faqtorebi<br />
faswarmoqmnis gadawyvetilebebze firmebSi mravali<br />
faqtori axdens gavlenas. es faqtorebi erTiandeba or<br />
jgufSi da warmogvidgeba, rogorc Siga da gare faqtorebis<br />
erToblioba:<br />
faswarmoqmnaze moqmed Siga faqtorebs miekuTvneba:<br />
� firmis marketinguli miznebi;<br />
� marketinguli kompleqsis strategia;<br />
� saqonlis warmoebisa da mimoqcevis xarjebis struqtura;<br />
� firmis organizaciuli Sexedulebebi.<br />
1. bazarze firmis ramdenime ZiriTadi an specifikuri<br />
mizani SeiZleba aRmoCndes. ZiriTadi mizani SeiZleba<br />
iyos bazarze damkvidreba, mogebis maqsimizacia,<br />
bazris wiliT an produqciis xarisxiT lideroba da<br />
sxva. specifikuri niSnebidan aRsaniSnavia bazarze<br />
axali konkurentis Semosavlisagan Tavis dazRveva,<br />
225
myidvelTa axali nakadis mozidva, sayovelTaod<br />
aRiarebul ramdenime produqtze xelsayreli fasis<br />
dawesebiT myidvelTa daintereseba da sxva.<br />
bazarze damkvidrebis, bazris wilis dauflebis da sxva<br />
mizniT firma bazarze gadis sakuTari saqonlis brendiT da<br />
axdens amis pozicirebas. am procesSi igi aqtiurad iyenebs<br />
fasis faqtors. cnobili firmebi aseT SemTxvevaSi saqonelze<br />
aweseben, rogorc mcire (iaf), ise Zvir fasebs. iafi fasiT<br />
bazarze damkvidreba bazris dauflebis martivi meTodia. igi<br />
gulisxmobs konkurentis mier ukve gamotanili saqonlis<br />
(momsaxurebis) analogis danergvas SedarebiT iaf fasebSi da<br />
am gziT klientTa mozidvas. magaliTad, xSiria SemTxveva,<br />
rodesac agrarul bazarze kg xorblis sacalo fasi 8 lars<br />
aRwevs. calkeuli gamyidveli ki cdilobs Tavis produqciaze<br />
fasi Seamciros erTi lariT, rac dabalSemosavlian myidvelisTvis<br />
garkveul stimuls warmoadgens; an kidev sastumroebis<br />
qselSi oTaxebis iaf fasebSi gaqiraveba SezRuduli<br />
saxsrebis mqone mogzaurTa mozidvis sayovelTaod aRiarebuli<br />
formaa. SedarebiT rTul miznebs emsaxureba sayovel-<br />
Taod aRiarebuli firmebis mcdeloba SeaRwion ZviradRirebul<br />
bazrebze arsebul maRalSemosavlian miznobriv segmentSi.<br />
amis naTeli magaliTia iaponuri firmebis `toiotas~ da<br />
`hondas~ mcdeloba SeeRwiaT amerikisa da evropis saavtomobilo<br />
bazrebis sivrceSi, rac warmatebiT gadaWres kidec<br />
brendis maRali xarisxis, ekonomiurobis, saimedobisa da<br />
sxva upiratesobis gamoyenebiT.<br />
2. faswarmoqmnis procesSi firmis miznebTan erTad<br />
gaiTvaliswineba marketinguli kompleqsis strategiis<br />
faqtori. es gulisxmobs, rom fasis donis Sesaxeb<br />
gadawyvetilebebi unda koordinirdebodes saqonlis<br />
saxeobebidan, mis teqnologiur maCveneblebTan,<br />
dizainTan, distribuciasTan, gasaRebis<br />
stimulirebasTan, pozicirebasTan da sxva maCveneblebTan.<br />
am strategiis TiToeuli elementis saTanado<br />
donis warmodgena dakavSirebulia garkveul<br />
fasnamatTan, rac fasebis saerTo donis cvlilebas<br />
iwvevs.<br />
zogjer firmebi mimarTaven e. w. miznobriv faswarmoqmnas.<br />
igi gulisxmobs faswarmoqmnis sawyis etapze sasurveli<br />
226
gasayidi fasebis dawesebas da Semdgom mis Sedarebas da koreqtirebas<br />
xarjebTan.<br />
3. xarjebis moculoba da struqtura faswarmoqmnis<br />
CamoTvlil faqtorTa Soris wminda fasismier faqtors<br />
miekuTvneba. xarjebi warmoadgens im minimalur<br />
zRvars, romlis qveviTac firmas fasis daweseba<br />
ar SeuZlia. mwarmoebeli dainteresebulia daawesos<br />
fasi, romelic aanazRaurebs produqciis<br />
warmoebis xarjebs (TviTRirebuleba) da miscems mas<br />
mogebas. aseve gamyidveli dainteresebulia saqoneli<br />
gayidos fasnamatiT, romelic iTvaliswinebs mimoqcevis<br />
xarjebs da savaWro mogebas, rasac igi Rebulobs<br />
saqonlis gayidvis, gasaRebis riskisa da Zalisxmevis<br />
safasurad.<br />
xarjebi, rogorc aRiniSna (ix. 10.3) ori saxisaa: pirobi-<br />
Tad mudmivi (fiqsirebuli) da cvalebadi.<br />
pirobiTad mudmivia xarjebi, romelic ar icvleba produqciis<br />
warmoebisa da realizaciis moculobis zrdis an<br />
Semcirebis pirobebSi. aseT xarjebs miekuTvneba Senoba-nagebobebis<br />
ijara, administraciuli personalis xelfasi, bankis<br />
kreditis procenti da sxva.<br />
cvalebadia is xarjebi, romelic produqciis warmoebisa<br />
da realizaciis cvlilebis pirobebSi icvleba imave mimar-<br />
TulebiT. mas miekuTvneba nedleulisa da masalebis xarjebi,<br />
teqnologiuri daniSnulebis saTbobisa da eleqtroenergiis<br />
xarjebi, mwarmoebelTa da gamyidvelTa xelfasi, kompiuteris<br />
xarjebi, SefuTvis xarjebi da sxva.<br />
mudmivi da cvalebadi xarjebis erToblioba iZleva<br />
produqciis warmoebisa da realizaciis mTlian xarjebs.<br />
garda aRniSnulisa, xSirad saWiroa warmoebisa da mimoqcevis<br />
xarjebis ganxilva struqturul WrilSi. warmoebis<br />
xarjebidan gansakuTrebuli yuradReba eqceva nedleulis,<br />
ZiriTadi masalebis, amortizaciis, xelfasis da zogierTi<br />
sxva xarjebis analizs. aseTi midgomiT SesaZlebeli xdeba<br />
produqciis dajgufeba masalatevad, fondtevad, Sromatevad<br />
dargebad, raTa gamovavlinoT resursebis racionaluri<br />
gamoyenebis gzebi. mimoqcevis xarjebidan sasurvelia gavaanalizoT<br />
Sromis anazRaurebis, transportirebis, saqonlis<br />
Senaxvisa da gayidvis, reklamis xarjebi da sxva.<br />
227
saqonelze fasebis dasabuTebis procesSi mimwodeblebma<br />
gansakuTrebuli yuradReba unda miaqcion saqonlis<br />
gavrcelebis (saqonelmoZraobis) rgoladobis gavlenas danaxarjebze<br />
da fasebze. rac ufro metia saqonelgamtari<br />
rgolebis raodenoba (rgoladoba), miT ufro maRalia faseb-<br />
Si mimoqcevis xarjebis wili. saqonelmoZraobis erTrgoliani<br />
sistemidan or da samrgolian sistemaze gadasvla Sesabamisad<br />
iwvevs saqonelmimoqcevis xarjebis zrdas. dakvirvebiT<br />
dasturdeba, rom mwarmoeblisa da momxmareblis pirdapiri<br />
kavSiris dros kartofilis, bostneulisa da xilis fasebi<br />
20-25% ufro naklebia, vidre maT Soris Suamavlis arsebobis<br />
pirobebSi, xolo am produqtebis gayidvis rgoladobis<br />
zrdis yovel momdevno etapze fasi daaxloebiT izrdeba10%-iT.<br />
analogiuri tendenciebi SeimCneva yoveldRiuri<br />
moxmarebis sxva saqonlis mimarTac.<br />
4. fasis dawesebis dros firmebi iTvaliswineben organizaciul<br />
Sexedulebebs. organizaciuli faqtori<br />
gulisxmobs firmis miznebze, strategiebze, xarjebze<br />
da sxva maCveneblebze arsebul SexedulebebaTa<br />
sinTezur gaTvaliswinebas faswarmoqmnis procesSi.<br />
fasebis daweseba organizaciulad xorcieldeba<br />
Semdegi wesiT. mcire firmebSi da sawarmoebSi<br />
fasebis dawesebas axdenen <strong>marketingis</strong> samsaxuris<br />
warmomadgenlebi. isini, rogorc gamyidveli mxare<br />
fasebTan dakavSirebiT molaparakebas marTaven<br />
myidvelebTan.<br />
msxvil firmebSi faswarmoqmna ufro mowesrigebulia.<br />
aq xSirad faswarmoqmnis process ganagebs specialuri qvedanayofebi<br />
(fasebis). faswarmoqmnaSi monawileobs agreTve<br />
firmis iseTi funqciuri samsaxurebi, rogoricaa: warmoebis,<br />
gayidvis da sxva samsaxurebi, romlebic angariSvaldebuli<br />
arian <strong>marketingis</strong> samsaxurisa da umaRlesi xelmZRvanelobis<br />
winaSe.<br />
faswarmoqmnis gare faqtorebs miekuTvneba:<br />
� bazari da moTxovna;<br />
� konkurencia da konkurentuli garemo;<br />
� gadamyidvelebi (Suamavlebi);<br />
� mTavroba da samTavrobo struqturebi;<br />
� socialuri interesebi.<br />
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1. maSin, roca xarjebi da misi struqtura gansaz-<br />
Rvravs fasis qveda zRvars, bazari da moTxovna —<br />
fasis zeda zRvars.<br />
bazris zegavlena faswarmoqmnaze gansxvavebulia sabazro<br />
konkurenciis tipebis mixedviT. rogorc zemoT aRiniSna<br />
(ix. 10.2) sabazro konkurenciis iseTi tipi, rogoricaa<br />
wminda konkurenciis bazari qmnis iseT garemos, roca erTi<br />
da igive saqoneli da momsaxureba wonasworobis fasebSi iyideba.<br />
aq yvela gamyidveli Tanabar fasebSi yidis Tavis produqts.<br />
faswarmoqmnis politika garkveulad icvleba monopolisturi<br />
konkurenciis pirobebSi. aq saqoneli iyideba ara<br />
erTian, aramed farTo diapazonis fasebSi. amis mizezi ki is<br />
aris, rom monopoliebi myidvelebs sTavazoben erTi da igive<br />
saqonlis gansxvavebul variantebs (xarisxi, modeli, dizaini,<br />
SefuTva da sxva). monopoliebi aseve axerxeben momxmarebel-<br />
Ta dajgufebas Semosavlebis mixedviT da didSemosavlian<br />
segments awvdian ZviradRirebul saqonels da piriqiT.<br />
oligopolistur bazarze gamyidvelTa pozicia metad<br />
frTxilia. isini imdenad adevneben Tvals erTmaneTi fasebs,<br />
marketingul strategiebs, rom TiTqmis analogiur reaqciebs<br />
amJRavneben.<br />
wminda monopoliis bazarze warmodgenilia mxolod<br />
erTi gamyidveli. igi SeiZleba iyos saxelmwifo (regulirebadi)<br />
an kerZo (regulirebadi an araregulirebadi) monopolia.<br />
fasebis dadgena saxelmwifo monopoliaSi xdeba samTavrobo<br />
politikis Sesabamisad. araregulirebadi monopolia<br />
ki fasebis dawesebis dros xelmZRvanelobs principiT: ar miizidos<br />
konkurentebi, SeaRwios bazarze ufro swrafad iafi<br />
fasebis gamoyenebiT, Tavi aaridos saxelmwifos mier zedmet<br />
regulirebas da sxv.<br />
fasis doneze moqmed faqtorTa Soris moTxovna erTerTi<br />
umTavresTagania. es gansakuTrebiT mkveTrad vlindeba<br />
saqonlis deficitis an Warbi miwodebis pirobebSi. moTxovnasa<br />
da fass Soris specifikuri damokidebulebaa. sxva Tanabar<br />
pirobebSi moTxovnis zrda fasis gadadebis, xolo misi<br />
Semcireba fasis Semcirebis safuZvelia. e. i. moTxovnis<br />
cvlileba fasis imave mimarTulebiT cvlilebas iwvevs. gansxvavebulia<br />
fasis cvlilebis gavlenis Sedegi moTxovnis sidideze.<br />
fasis zrda, sxva Tanabar pirobebSi, moTxovnis sidi-<br />
229
dis Semcirebas, xolo fasis Semcireba moTxovnis sididis<br />
zrdas iwvevs. e. i. fasis cvlilebasa da moTxonis sididis<br />
cvlilebas Soris Sebrunebuli damokidebulebaa. fassa da<br />
moTxovnis sidides Soris arsebul am ukudamokidebulebas<br />
moTxovnis kanoni ewodeba.<br />
moTxovna metad dinamikuri sididea. konkretul saqonelze<br />
misi cvlileba ganisazRvreba iseTi faqtorebis gavleniT,<br />
rogoricaa: momxmarebelTa fuladi Semosavali; momxmarebelTa<br />
raodenoba da sqesobriv-asakobrivi Semadgenloba;<br />
momxmarebelTa gemovneba da midrekileba; fasebi ur-<br />
TierTSemcvlel saqonelze; momxmarebelTa molodini da<br />
sxva. amis gaTvalsiwinebiT moTxovnis zemoqmedeba fasze<br />
kompleqsuri xasiaTis matarebelia.<br />
moTxovnas da fass Soris kavSiris dadgenis mizniT gaiangariSeba<br />
fasis mimarT moTxovnis elastikuroba. Tu elastikurobis<br />
koeficienti erTze metia, maSin moTxovna elastikuria<br />
fasis mimarT da moTxovnis cvlileba fasis cvlilebas<br />
gamoiwvevs da piriqiT.<br />
2. moTxovnasTan erTad fasebis doneze mniSvnelovan<br />
gavlenas axdens miwodebis faqtori. sxva Tanabar<br />
pirobebSi miwodebis zrda iwvevs fasis Semcirebas<br />
da, piriqiT, miwodebis Semcirebas Tan sdevs fasis<br />
zrda. gansxvavebulia fasis cvlilebis gavlena miwodebis<br />
sidideze. fasis zrda an Semcireba sxva Tanabar<br />
pirobebSi iwvevs miwodebis sididis imave mimarTulebiT<br />
cvlilebas. e. i. fasis gadidebiT izrdeba<br />
miwodebis sidide da piriqiT. fassa da miwodebis<br />
sidides Soris arsebul am specifikur kav-<br />
Sirs miwodebis kanoni ewodeba.<br />
miwodebis cvlileba ganisazRvreba iseTi faqtorebis<br />
gavleniT rogoricaa: warmoebis moculoba; teqnologiuri<br />
procesebis cvlileba; warmoebis danaxarjebi; fasebi sxva saqonelze;<br />
gamyidvelTa ricxvi; gadasaxadebis sidide; dotaciebi<br />
da sxva.<br />
miwodebis damokidebuleba fasis mimarT SeiZleba gaizomos<br />
Sesabamisi elastikurobis koeficientiT. igi aCvenebs<br />
elsatikuria Tu ara miwodeba fasis mimarT.<br />
3. fasis doneze arsebiT gavlenas axdens bazarze konkurentTa<br />
saqmianoba, maTi poziciebi da gatarebuli<br />
RonisZiebebi. konkurentTa zegavlebiT gamyid-<br />
230
velebi SezRuduli arian fasebis cvlilebis sferoSi.<br />
am TvalsazrisiT gamoikveTeba ori ZiriTadi<br />
situacia. pirveli — rodesac sawarmo gamodis fasis<br />
cvlilebis iniciatorad, meore ki, roca fasis<br />
cvlilebis iniciatoria konkurenti. pirvel Sem-<br />
TxvevaSi mosalodnelia, rom bazris sxva subieqtebi<br />
ar mimarTaven analogiur RonisZiebas, ris gamoc<br />
igi iZulebulia daubrundes Zvel fasebs. meore<br />
SemTxvevaSi Tu konkurenti Seamcirebs fass sawarmo<br />
iZulebulia mibaZos mas, winaaRmdeg SemTxvevaSi<br />
dakargavs klienturas. amasTan unda aRiniSnos, rom<br />
mimwodeblebi konkurenciis procesSi garda fasebisa<br />
iyeneben arafasismier faqtorebs (reklama, xarisxi,<br />
gasaRebis politika da sxva.).<br />
4. samTavrobo gadawyvetilebebi fasebis doneze vertikalurad<br />
moqmed gare faqtors miekuTvneba. igi<br />
gvevlineba, rogorc qveynis ekonomikuri politikis<br />
meSveobiT sabazro meqanizmis regulirebis sa-<br />
Sualeba. aq gansakuTrebiT mniSvnelovania normatiuli<br />
kanonebi, kodeqsebi da sxva maregulirebeli<br />
aqtebi. faswarmoqmnis procesebis regulirebis<br />
TvalsazrisiT gansakuTrebiT aRsaniSnavia: sagadasaxado<br />
kodeqsi, sabaJo saqmianobis maregulirebeli<br />
dokumentebi, finansTa saministros normatiuli<br />
aqtebi, saprocento ganakveTebi da sxva.<br />
5. fasebis dawesebis procesze gavlenas axdens sxva<br />
garemoebebic. ekonomikuri bumi an depresia, inflacia,<br />
umuSevroba da sxva faqtorebi gavlenas axdenen<br />
firmis faswarmoqmnis gadawyvetilebebze,<br />
radgan yovelive es garkveulad moqmedebs warmoebis<br />
da mimoqcevis xarjebze, agreTve produqtis<br />
fasze da misi faseulobis aRqmaze. gadamyidvelma<br />
unda gaiTvaliswinos vaWrobaSi monawile sxva mxareTa<br />
reaqcia fasebis cvlilebaze. magaliTad, rogor<br />
cvlian fasebs gadamyidvelebi (Suamavlebi).<br />
metad mniSvnelovania fasebis meSveobiT socialuri aspeqtebis<br />
gaTvaliswineba. socialurad orientirebul sabazro<br />
ekonomikis qveynebSi fasebi Semcirebulia sabavSvo asortimentze,<br />
medikamentebze da bevr sxva saqonelze. SeRavaTe-<br />
231
i wesddeba gazsa da eleqtroenergiaze, mniSvnelovani fasdaTmobebia.<br />
wina sadResaswaulo dReebSi da a. S.<br />
aRniSnuli da sxva faqtorebis gavleniT yalibdeba bazarze<br />
saqonlisa da momsaxurebis fasebis done. faqtorebi<br />
da pirobebi, romlebic ganapirobeben bazarze fasebis dones,<br />
metad cvalebadia. amitom sawarmoTa marketinguli samsaxuris<br />
amocanaa yovelmxriv Seiswavlos sabazro situaciebi<br />
da SemoqmedebiTad gamoiyenos miRebuli informacia faswarmoqmnis<br />
praqtikaSi.<br />
10.4. sabazro fasebis formirebis meqanizmi<br />
saqonelze da momsaxurebaze fasebis dasabuTebis Semdeg<br />
firmebi (sawarmoebi) axdenen fasebis sawyisi donis dadgenas,<br />
rac bazarze koreqtirebas eqvemdebareba. sabazro fasebis<br />
formirebis sistema da misi uzrunvelyofis meqanizmi<br />
gulisxmobs iseTi problemuri sakiTxebis ganxilvas, rogoricaa:<br />
� fasebis dadgena axal saqonelze;<br />
� fasebis dadgena sasaqonlo nomenklaturis farglebSi;<br />
� fasebis dadgena geografiuli principiT;<br />
� fasebis diskriminacia;<br />
� fasebis dadgena gasaRebis stimulirebisaTvis;<br />
� fasebis dadgena daTmobebiTa da CaTvlebiT;<br />
� fasebis cvlileba da masze bazris subieqtebis reaqcia.<br />
fasebis dadgena axal saqonelze sawarmoTa faswarmoqmnis<br />
strategiuli problemaa da gulisxmobs axali saqonlis<br />
erTobliobis dayofas principulad axal saqonlad da saqonel-imitatorad.<br />
principulad axali saqoneli — es aris sawarmos mier<br />
axlad aTvisebuli produqcia, romelic arsebiTad gansxvavdeba<br />
arsebulisagan da patentiT aris daculi. aseT saqonelze<br />
fasis dadgenis dros sawarmos faswarmoqmnis strategia<br />
warimarTeba ori mimarTulebiT. pirvel SemTxvevaSi, sawarmo<br />
upiratesobas aniWebs e. w. `naRebis moxsnis~ strategias, xolo<br />
meore SemTxvevaSi — `garRvevis~, anu bazarze myarad damkvidrebis<br />
strategias. `naRebis moxsnis~ strategia gulisxmobs<br />
saqonelze maqsimaluri fasis dadgenas da axali saqon-<br />
232
lisadmi myidvelTa dadebiTi reaqciis maqsimalur gamoyenebas.<br />
`naRebis moxsnis~ strategia mizanSewonilia Semdeg Sem-<br />
TxvevaSi: roca didia moTxovna; ar arsebobs konkurencia;<br />
mcirea danaxarjebi; saqonlis xarisxi kargia da sxv. `garRvevis~,<br />
anu bazarze myarad damkvidrebis mizniT sawarmoebi<br />
ugulebelyofen `naRebis miznis~ strategias da saqonelze<br />
SedarebiT Semcirebul fasebs aweseben. es xels uwyobs bazarze<br />
sawarmos wilis gadidebas, danaxarjebis Semcirebas,<br />
potenciuri konkurentebis CamoSorebas da a. S.<br />
saqonel-imitatorze fasebis dadgenis dros sawarmoebi<br />
aqcents akeTeben saqonlis xarisxsa (an sxva niSan-Tvisebis)<br />
da fasebis dones Soris. saqonlis kargi xarisxis pirobebSi<br />
firmam SeiZleba mimarTos fasebis gadidebis strategias<br />
da miiRos Sesabamisi mogeba. faswarmoqmnis strategia<br />
gansxvavebulia. sawarmoTa sxvadasxva miznidan gamodmdinare,<br />
es naTlad Cans qvemoT motanili 10.4 cxrilidan.<br />
cxrili 10.4<br />
<strong>marketingis</strong> strategiis variantebi saqonlis fasis<br />
da xarisxis urTierTdamokidebulebaSi 1<br />
saqonlis<br />
saqonlis fasi<br />
xarisxi Zviri saSualo mcire<br />
saukeTeso premialuri bazarze Rmad amaRlebuli<br />
danaricxebis SeRwevis<br />
fasismieri<br />
strategia strategia mniSvnelobis<br />
strategia<br />
kargi amaRlebuli saSualo donis keTilxarisxovnobis<br />
fasis<br />
strategia<br />
strategia strategia<br />
mdare gaZarcvis moCvenebiTi mcire fasismieri<br />
strategia brwyinvalebis mniSvnelobis<br />
strategia strategia<br />
fasebis dadgena xdeba sasaqonlo nomenklaturis farglebSi.<br />
sasaqonlo nomenklatura moicavs erTgvarovani saqonlis<br />
nairsaxeobas. roca saqoneli sasaqonlo nomenklaturis<br />
nawils warmoadgens, firmebi cdiloben diferenciulad<br />
miudgnen calkeul saqonelze fasebis dadgenis process da<br />
igi warmarTon imgvarad, rom miiRon maqsimaluri mogeba<br />
1 f. kotleri, dasax. wigni, gv. 379.<br />
233
mTlian nomenklaturaze gaangariSebiT. es amocana sakmaod<br />
rTulia, vinaidan calkeuli saqoneli moTxovnis, danaxarjebis<br />
da konkurenciis mixedviT gansxvavebuli doniT xasiaTdeba.<br />
sasaqonlo nomeklaturis farglebSi fasebis dadgenis<br />
praqtikaSi sawarmoebs SeiZleba SeeqmnaT Semdegi ZiriTadi<br />
situaciebi:<br />
1. fasebis dadgena sasaqonlo asortimentis fargleb-<br />
Si. xSirad sawarmo amzadebs erTi da igive asortimentis<br />
saqonlis nairsaxeobas. magaliTad, fexsacmlis<br />
fabrika amzadebs da momxmarebels erTdroulad<br />
sTavazobs ramdenime saxis erTi da igive zomis<br />
fexsacmels. yoveli maTgani erTmaneTisagan gansxvavdeba<br />
Tavisi xarisxobrivi parametrebiT. amis<br />
gamo fasi diferenciulia. fasis diferencirebis<br />
safuZveli aseT SemTxvevaSi SeiZleba iyos saqonlis<br />
samomxmareblo Tvisebebi, danaxarjebi, konkurentTa<br />
fasebi da a. S.<br />
2. fasis dadgena damatebiT nakeTobebze. sawarmoebi<br />
ZiriTad nawarmTan erTad amzadeben da momxmarebels<br />
sTavazoben sxvadasxva damatebiT nakeTobebs.<br />
magaliTad, avtoqarxnebi avtomanqanebTan erTad<br />
myidvelTa SekveTiT amzadeben avtomanqanisaTvis<br />
televizors, minis amwev eleqtromowyobilobas,<br />
kondicioners da sxva damatebiT nakeTobebs. aseT<br />
SemTxvevaSi sawarmos winaSe ismis sakiTxi — Seitanos<br />
Tu ara damatebiTi nakeTobebis Rirebuleba ZiriTadi<br />
produqciis TviTRirebulebaSi da Sesabamisad<br />
sabiTumo fasebSi.<br />
3. fasis dadgena savaldebulo kuTvnilebis saqonelze.<br />
savaldebuli kuTvnilebis saqoneli — es iseTi<br />
nawarmia, romlis gareSe SeuZlebelia ZiriTadi<br />
produqciis gamoyeneba. magaliTad, fotoaparati<br />
warmoadgens ZiriTad saqonels, fotofiri ki savaldebuli<br />
kuTvnilebis saqonels. am gardualobas<br />
iTvalsiwinebs sawarmo fasebis dadgenis procesSi<br />
da iyenebs Tavis interesebis misaRwevad. igi fotoaparatze<br />
awesebs SedarebiT Semcirebul fasebs,<br />
fotofirze ki gazrdil fasebs. amiT sawarmo aRwevs<br />
orive maTganis gayidvis moculobis gadidebas.<br />
234
4. fasis dadgena Tanamde produqtze. magaliTad, xorckombinatSi<br />
pirutyvis dakvlisa da xorcis damuSavebis<br />
Sedegad rCeba Tanamde produqtebi (tyavi, Cliqebi,<br />
subproduqtebi da sxv.). sawarmo axdens am produqtebis<br />
gasaRebas da amiT amcirebs produqciis TviTRirebulebas<br />
da fass. es xels uwyobs produqciis konkurentunarianobis<br />
amaRlebas.<br />
fasebis dadgena geografiuli principis gaTvalsiwinebiT<br />
gulisxmobs sawarmos mier gadawyvetilebis miRebas iseT<br />
problemaze, rogoricaa: fasebis dadgena erTidaigive saqonelze<br />
sxvadasxva regionSi mcxovreb myidvelTaTvis. warmoebis<br />
adgilidan Sors mcxovreb momxmareblebisaTvis miwodeba<br />
sakmaod Zviri jdeba. ismis kiTxva: mizanSewonilia Tu ara didi<br />
satransporto xarjebis dafarvis mizniT, saqonlis fasis<br />
gadideba da amiT klienturis dakargvis riskis gaweva? Tu<br />
umjobesia, yvela momxmareblisaTvis erTi da igive fasis<br />
dadgena?<br />
aseT SemTxvevaSi gamyidvelebi mimarTaven sxvadasxva<br />
variants, romelTa Soris ZiriTadia:<br />
1. fasebis dadgena warmoebis adgilidan myidvelamde saqonlis<br />
mitanis xarjebis gaTvalswinebiT. aseT Sem-<br />
TxvevaSi saqonelze arsebul fass emateba moxmarebis<br />
adgilamde mitanis xarjebi. vTqvaT, warmoebis adgilze<br />
(anu a-punqtSi) saqonlis fasi Seadgens 100 lars. bpunqtSi<br />
mitanis xarjebi Seadgens 110 lars, g-punqtSi<br />
— 120 lars. amis gaTvalsiwinebiT daniSnulebis adgilze<br />
saqonlis fasi ganisazRvreba 100, 110 da 120 lariT.<br />
2. erTiani saSualo fasebis dadgena miwodebis xarjebis<br />
gaTvaliswinebiT. zemoaRniSnul magaliTze erTiani<br />
saSualo fasi udros 110 lars [(100+110+120):3]. amas-<br />
Tan unda aRiniSnos, rom saSualo fasis amgvari gaangariSeba<br />
mxolod maSin asaxavs realur suraTs, roca<br />
calkeul punqtSi saqoneli Tanabari raodenobiT Seizideba.<br />
im SemTxvevaSi, roca calkeul punqtSi saqonlis<br />
Sezidvis wili mkveTrad gansxvavebulia, saSualo<br />
fasi unda gaangariSdes Sewonili saSualo fasis<br />
saxiT. amisaTvis saWiroa TiToeul punqtSi Sesazidi<br />
saqonlis raodenoba gavamravloT Sesabamisi punqtis<br />
fasze (e. i. fasze, romelSic Seitaneba am punqtamde<br />
235
236<br />
saqonlis Sezidvis xarjebi). aseTi wesiT miRebuli sidideebi<br />
Seikribeba da gaiyofa mTlianad sarealizaciod<br />
gankuTvnili saqonlis raodenobaze. saSualo<br />
fasis gaangariSeba SeiZleba Semdegi formuliT:<br />
f1sr1<br />
+ f2sr2<br />
+ ... + fnsrn<br />
f =<br />
∑Σsr<br />
sadac f — aris saSualo fasi, f1, f2 — saqonlis fasi<br />
konkretul punqtebSi, sr1, sr2 — konkretul punqtSi<br />
Sesazidi saqonlis raodenoba; Σ sr — sarealizaciod<br />
gankuTvnili saqonlis mTliani jami.<br />
davuSvaT, individualuri fasi a punqtSi Sedagens<br />
100 lars, b punqtSi — 110 lars, g punqtSi — 120<br />
lars.a punqtebSi Sesazidad gankuTvnili saqonlis<br />
raodenoba Sesabamisad ganisazRvreba 20, 10 da 5,8<br />
aTasi caliT. saSualo Sewonili fasi Seadgens 106<br />
lars.<br />
20000 ⋅100<br />
+ 10000 ⋅110<br />
+ 5800 ⋅120<br />
37960<br />
f =<br />
= = 106.<br />
∑35800<br />
35800<br />
3. sawarmoebi geografiuli principis gaTvaliswinebiT<br />
adgenen zonalur fasebs. igi gulisxmobs qveynis<br />
dayofas samomxmareblo zonebad da TiToeuli<br />
maTganisaTvis saSualo zonaluri fasis dawesebas.<br />
4. fasis dadgena sabaziso punqtis mimarT. aseT Sem-<br />
TxvevaSi qveynis romelime qalaqi miCneulia sabaziso<br />
punqtad. sxva qalaqebSi da raionebSi saqonlis<br />
Sezidvis dros danaxarjebi gaiangariSeba sabaziso<br />
punqtis fasze daniSnulebis adgilamde saqonlis<br />
Sezidvis xarjebis damatebiT. magaliTad, Tu sabaziso<br />
punqtad miCneulia q. foTi, maSin rac ufro<br />
daSorebulia misgan sxva punqtebi, miT ufro izrdeba<br />
maTTvis fasebi. fasebis zrda aseT SemTxveva-<br />
Si ganisazRvreba sami gansxvavebuli principiT: 1)<br />
fasi izrdeba gadazidvis manZilis zrdis proporciulad;<br />
2) fasi izrdeba progresulad gadasazidi<br />
manZilis mimarT, e. i. rac ufro izrdeba gadazidvis<br />
manZili miT ufro metad izrdeba sabaziso punqtis<br />
fasisadmi wanamati; 3) fasi izrdeba regresulad, e.<br />
i. gadazidvis manZilis yovel zrdas Seesabameba fa-
sisadmi wanamatis regresiuli (Semcirebuli) ganakveTi.<br />
5. calkeul SemTxvevaSi mimwodebeli Tavis Tavze<br />
iRebs saqonlis transportirebis xarjebs. am me-<br />
Tods mimarTaven im SemTxvevaSi, rodesac mimwodebeli<br />
cdilobs miizidos myidvelebi, miaRwios upiratesobas<br />
konkurentebTan brZolaSi, SeaRwios<br />
axal bazarze da sxva.<br />
zog SemTxvevaSi sawarmoebi mimarTaven fasebis diskriminacias.<br />
igi niSnavs sxvadasxva momxmareblisaTvis erTgvarovan<br />
produqciaze gansxvavebuli donis fasebis dawesebas maSin,<br />
roca maT warmoebis xarjebSi ar aris gansxvaveba.<br />
fasebis diskriminacia SesaZlebelia mxolod Semdeg pirobebSi:<br />
� gamyidveli monopolistia da SeuZlia bazars ukarnaxos<br />
misTvis xelsayreli fasi;<br />
� gamyidvels SeuZlia myidvelebi daajgufos gadaxdisunarianobis<br />
(e. i. moTxovnis, Semosavlebis donis da sxva)<br />
mixedviT;<br />
� rodesac Tavdapirvelad myidvels ara aqvs SesaZlebloba<br />
xelaxla gayidos nayidi saqoneli;<br />
� bazris segmentaciis (danawevrebis, dayofis) xarjebi<br />
ar aRemateba fasis diskriminaciiT miRebul Semosavals.<br />
diskriminaciuli fasebi wesddeba sxvadasxva formiT.<br />
fasebis diskriminacis ZiriTadi formebia:<br />
1. fasebis diskriminacia myidvelTa tipebis gaTvaliswinebiT.<br />
igi gulisxmobs, rom sxvadasxva myidveli<br />
erTi da igive saqonelSi an momsaxurebaSi ixdis<br />
gansxvavebul Tanxas. magaliTad, bavSvTa ganyofilebaSi<br />
24-25 zomis fexsacmlis fasi gacilebiT naklebia,<br />
vidre mozrdilebis ganyofilebaSi, an kidev moswavleebi<br />
da studentebi matarebliT mgzavrobis<br />
dros 50%-iT naklebs ixdian, vidre sxva mgzavrebi da<br />
a. S.<br />
2. fasebis diskriminacia adgilmdebareobis gaTvaliswinebiT.<br />
saqonelze da momsaxurebaze gansxvavebul<br />
adgilebSi sxvadasxva fasi wesddeba miuxedavad<br />
imisa, rom maT warmoebis xarjebSi ar aris sxva-<br />
237
oba. magaliTad, kinoTeatrSi parterisa da loJis<br />
bileTis fasi ufro metia vidre amfiTeatrisa.<br />
3. fasebis diskriminacia drois gaTvalsiwinebiT. fasi<br />
saqonelze da momsaxurebaze icvleba sezonis,<br />
kviris dReebisa da zogjer saaTebis mixedviTac. magaliTad,<br />
restoranSi kerZebis fasi saRamos saa-<br />
TebSi 50%-iT matulobs da a. S.<br />
4. fasebis diskriminacia saqonlis variantebis gaTvaliswinebiT.<br />
igi gulisxmobs, rom saqonlis aTvisebaSi<br />
an mis gaformebaSi umniSvnelo gansxvavebis gamo saqoneli<br />
iyideba diferenciul fasebSi; magaliTad,<br />
uTo, romelsac gaaCnia sakontrolo naTura, iyideba<br />
5-6 lariT met fasebSi maSin, roca am naTuris Rirebuleba<br />
da damontaJeba ar aRemateba erT lars.<br />
xSirad sawarmoebi fasebs iyeneben gasaRebis stimulirebisaTvis.<br />
igi miznad isaxavs myidvelTa dainteresebis amaRlebas.<br />
dainteresebis erT-erT saSualebas warmoadgens Semcirebuli<br />
fasebi. sawarmoebi garkveuli mizniT zogjer amcireben fasebs<br />
TviTRirebulebaze dablac ki. amiT isini aRweven saqonlis realizaciis<br />
daCqarebas, saqonlis Warbi maragis Semcirebas, sabrunavi<br />
kapitalis brunvadobis daCqarebas da sxva. gasaRebis stimulirebis<br />
mizniT fasebis Semcireba xorcieldeba Semdegi formiT:<br />
1) msxvili savaWro sawarmoebi (univermaRi, universami)<br />
myidvelTa nakadis mizidvis mizniT zogierT saqonelze<br />
aweseben e. w. `wamgebiani lideris~ fass im<br />
orientaciiT, rom maRaziaSi mosuli myidveli sxva<br />
Zvirfasian saqonelsac SeiZens;<br />
2) savaWro sawarmoebi, wlis drois mixedviT, saqonlis<br />
sezonuri fasdaklebiT vaWrobas awyoben;<br />
3) sawarmoebi saqonlis modidan gamosvlis safrTxis<br />
Tavidan acilebis mizniT masobriv fasdaklebas mimarTaven;<br />
4) zogjer mwarmoeblebi momxmareblebs, myidvelebs<br />
da liderebs droebiT fasdaklebiT sTavazoben saqonels<br />
da amiT xels uwyoben, drois garkveul monakveTSi,<br />
saqonelbrunvis daCqarebas;<br />
5) gamyidvelebi myidvelebs sTavazoben ZviradRirebiuli<br />
saqonlis romelime egzemplars mniSvnelovan<br />
fasdaklebiT (50-70%) SeZenis albaTobas. rek-<br />
238
lamis meSveobiT momxmareblebs awvdian informacias,<br />
rom konkretul maRaziaSi mocemuli saqonlis<br />
erTi egzemplari, romlis namdvili fasi 4 dolaria,<br />
iyideba 40%-is fasdaklebiT. aRniSnuli meTodi<br />
karg Sedges iZleva da myidvelTa nakadi, CveulebrivTan<br />
SedarebiT, mniSvnelovnad matulobs,<br />
rasac Tan sdevs saqonlis realizaciis zrda.<br />
praqtikaSi gamoiyeneba agreTve fasebis dadgena daTmobebiT<br />
(fasdaklebiT) da CaTvlebiT. is iTvaliswinebs mimwodeblis<br />
mier myidvelTa waxalisebas naRdi an, vadamde angariSsworebis,<br />
did partiebad saqonlis SeZenis, sezonur saqonlis<br />
vadamde Sesyidvis da sxva qmedebisaTvis.<br />
saqarTvelos pirobebSi fasebisa da faswarmoqmnis <strong>safuZvlebi</strong>s<br />
Sesaxeb moqmedi kanonis Sesabamisad daTmobebis<br />
sistema warmodgenilia ori ZiriTadi formiT: savaWro-saSuamavlo<br />
fasnamati da savaWro fasdaTmoba.<br />
savaWro-saSuamavlo fasnamati aris savaWro an savaWro-saSuamavlo<br />
organziaciebis mier saqonlis gasayid da Sesasyid<br />
fasebs Soris sxvaobis Tanxa, romliTac ifareba am<br />
organizaciis xarjebi da warmoiqmneba maTi mogeba.<br />
savaWro fasdaTmoba aris saqonlis uSualod saboloo<br />
momxmareblisaTvis misayidi fasis nawili, romlis xarjzec<br />
ifareba savaWro organizaciebis xarjebi da warmoiqmneba ma-<br />
Ti mogeba.<br />
faswarmoqmnis praqtikaSi miRebulia savaWro-saSuamavlo<br />
fasnamatis da savaWro fasdaTmobis donis (ganakveTis)<br />
gaangariSeba absolutur da SefardebiT (procentul) maCveneblebSi.<br />
absolutur maCveneblebSi, rogorc fasnamati, ise<br />
fasdaTmoba mocemulia absolutur TanxaSi, e. i. larebSi.<br />
martivia maTi SefardebiTi maCveneblis donis gaangariSebis<br />
meqanizmic. praqtikaSi rogorc savaWro-saSuamavlo fasnamatis,<br />
ise savaWro fasdaTmobis gaangariSeba xdeba saqonlis<br />
fasis mimarT. gansxvaveba is aris, rom fasnamati gaiangariSeba<br />
sabiTumo fasis, xolo fasdaTmoba sacalo fasis mimarT.<br />
fasdaTmobis gaangariSebis zogadi wesi SemdegSi mdgomareobs:<br />
fasdaTmobis done (%) = fasdaTmobis Tanxa : sacalo fasi<br />
⋅ 100.<br />
aseT SemTxvevaSi Tu saqonlis sacalo fasi Seadgens 60<br />
lars, xolo fasdaTmobis Tanxa 15 lars, maSin savaWro fas-<br />
239
daTmobis done ganisazRvreba 25% (15 : 60 ⋅ 100).<br />
savaWro fasdaTmobis (aseve fasnamatis) donis gaangariSeba<br />
xdeba agreTve mTlianad realizebuli partiis an garkveul<br />
periodSi realizebuli saqonlis moculobis mimarT.<br />
gaangariSebisaTvis SeiZleba gamoyenebul igive formula,<br />
sadac mricxvelSi aisaxeba mTlianad realizebul saqonelze<br />
arsebuli fasdaTmobis jami, xolo mniSvnelSi mTlianad realizebuli<br />
saqonlis Tanxis moculoba anu saqonelbrunva.<br />
savaWro-saSuamavlo fasnamats da savaWro fasdaTmobas<br />
gaaCnia nairsaxeobebi. msoflio savaWro praqtikaSi maTi<br />
40-mde nairsaxeoba gamoiyeneba. maT Soris, ZiriTadia:<br />
� fasdaTmoba naRd an vadamde angariSworebisaTvis;<br />
� raodenobrivi fasdaTmoba;<br />
� funqciuri fasdaTmoba;<br />
� sezonuri fasdaTmoba;<br />
� specialuri fasdaTmoba;<br />
� daxuruli fasdaTmoba;<br />
� CaTvlebi da sxva.<br />
naRd an vadamde angariSsworebisaTvis fasdaTmoba<br />
msoflio savaWro praqtikaSi cnobilia fasdaTmoba `skontis~<br />
saxelwodebiT. mimwodebeli aseT fasdaTmobas aZlevs<br />
myidvels, romelic nayidi saqonlis Rirebulebas gadaixdis<br />
naRd angariSze an vadamde. am ukanasknelis tipuri magaliTia<br />
`2/10 neto 30~, `3/5 neto 30~ da a. S. es niSnavs, rom angariSsworebis<br />
periodi xelSekrulebis Sesabamisad ganisazRvreba<br />
30 dRiT. Tu myidveli nayidi saqonlis safasurs gadaixdis 10<br />
dReSi, miiRebs 2%, xolo 5 dReSi gadaxdis SemTxvevaSi 3%<br />
damatebiT daTmobas.<br />
raodenobrivi fasdaTmoba eZlevaT myidvelebs did<br />
partiebad saqonlis SeZenis SemTxvevaSi. amgvari fasdaTmobis<br />
tipur magaliTs warmoadgens saqonlis erTeulze myari<br />
fasis arseboba gayidvis zRvruli moculobis farglebSi. am<br />
farglebs zeviT ki fasi avtomaturad mcirdeba. magaliTad,<br />
erTeuli saqonlis fasi misi gayidvis zRvrul moculobamde<br />
(davuSvaT 1000 erTeuli) Seadgens 10 lars, am moculobis zeviT<br />
ki erTeuli saqonlis fasi mcirdeba 9 laramde da a. S.<br />
funqciur fasdaTmobas mwarmoeblebi aZleven vaWrobis<br />
samsaxurebs saqonlis gayidvis, Senaxvis, aRricxvis da<br />
sxva funqciis ganxorcielebisaTvis. amitom mas vaWrobis<br />
240
sferos samsaxurebis fasdaTmobasac uwodeben. es daTmobebi<br />
aris am momsaxurebis safasuri, romelsac saqonelmoZraobis<br />
calkeuli arxebi uweven mwarmoeblebs saqonlis gasaRebis<br />
xelsayreli pirobebis uzrunvelyofaSi.<br />
sezonuri fasdaTmoba eZleva im myidvelebs, romlebic<br />
saqonels SeiZenen maTi moxmarebisaTvis Seuferebel sezon-<br />
Si; magaliTad, zamTris saqonlis tansacmels gvian gazafxulze<br />
da a. S.<br />
specialuri fasdaTmoba eZleva myidvelebs, romlebsac<br />
mwarmoeblebTan xangrZlivi saqmiani kontaqti an gansakuTrebuli<br />
urTierTobebi akavSirebT.<br />
daxuruli fasdaTmoba gamoiyeneba Caketil samurneo<br />
erTeulebs (magaliTad, Siga sawarmo) Soris saqonlis miwodebis<br />
procesSi. igi gamoiyeneba agreTve saerTaSoriso ekonomikuri<br />
gaerTianebebis an samTavroboTaSoriso SeTanxmebis<br />
Sesabamisad saqonlis miwodebis pirobebSi.<br />
CaTvlebi gulisxmobs fasdaTmobebis gamoyenebas sapreiskurato<br />
fasebis pirobebSi. misi konkretuli magaliTia axlad<br />
nayid saqonelze fasis Semcireba Zvelis Cabarebis Sem-<br />
TxvevaSi. aseT SemTxvevaSi axali saqonlis fasi mcirdeba<br />
Zvelis Cabarebidan miRebuli Tanxis odenobiT. igi ZiriTadad<br />
xangrZlivi moxmarebis saqonlis realizaciis SemTxvevebSi<br />
gamoiyeneba. aseTi daTmobebi eZlevaT agreTve biTumad<br />
movaWreebs da Suamavlebs saqonelbrunvis daCqarebis, reklamis<br />
da sxva RonisZiebebSi monawileobisaTvis. misi amocanaa<br />
mwarmoeblebsa da vaWrobis samsaxurebs Soris kavSirur-<br />
TierTobis ganmtkiceba.<br />
sawarmoebi faswarmoqmnis faqtorebis gavleniT drogamoSvebiT<br />
axdenen saqonelze da momsaxurebaze fasebis cvlilebas.<br />
fasis cvlileba myidvelebis, konkurentebis da bazris sxva<br />
subieqtebis gansxvavebul reaqcias iwvevs. amasTan momxareblebi<br />
gansxvavebulad aRiqvamen fasis Semcirebas da gadidebas.<br />
fasis Semcirebis mimarT momxmarebelTa reaqcia Semdegi<br />
saxiT gamoixateba:<br />
1) fasi Semcirda imitom, rom saqoneli moZvelda. mosalodnelia<br />
bazarze axali, gaumjobesebuli xarisxisa<br />
da modelis saqonlis gamotana;<br />
2) fasi Semcirda imitom, rom es saqoneli Znelad saRdeboda;<br />
241
3) fasi Semcirda imitom, rom mwarmoebels (ganmsaRebels)<br />
aqvs finansuri problemebi da mosalodnelia<br />
bazridan misi wasvla;<br />
4) fasi am saqonelze momavalSic Semcirdeba da amJamad<br />
umjobesia Tavis Sekaveba mis SeZenaze;<br />
5) fasi Semcirda imitom, rom gauaresda saqonlis xarisxi<br />
da a. S.<br />
fasis gadidebis mimarT momxmarebelTa reaqcia Semdegi<br />
saxisaa:<br />
1) saqonelze didi moTxovnaa, swrafad iyideba da sasurvelia<br />
SeZena manam, vidre kidev ar gazrdian masze<br />
fass;<br />
2) saqoneli iqca gansakuTrebuli mniSvnelobis matarebel<br />
sagnad, mas mieca axali daniSnuleba;<br />
3) gamyidveli xarbia, eswrafvis maqsimalur mogebas<br />
da saqonelze awesebs gadidebul fass;<br />
4) mosalodnelia am saqonlis miwodebis mniSvnelovani<br />
Semcireba da a. S.<br />
konkurentebis reaqcia fasis cvlilebis mimarT mravalgvaria.<br />
maT Soris gansakuTrebiT aRsaniSnavia:<br />
1. ratom Secvala konkurentma fasi? surs gazardos<br />
bazarze Tavisi wili, ainazRauros danaxarjebi,<br />
aiTvisos dautvirTavi simZlavreebi Tu sxva?<br />
2. ra xangrZlivobiT apirebs konkurenti axali fasis<br />
SenarCunebas? daubrundeba igi Zvel fass, Tu kvlav<br />
Seecdeba mis gadidebas an Semcirebas?<br />
3. rogor Seicvleba bazarze misi mdgomareoba Tu<br />
konkurentis sapirispiro RonisZiebebs ar ganaxorcielebs?<br />
4. ra reagirebas axdenen cvlilebaze sxva sawarmoebi<br />
da apireben Tu ara isini Secvalon fasebi? da a. S.<br />
sawarmos warmateba faswarmoqmnis dargSi mWidrodaa<br />
dakavSirebuli moTxovnis SeswavlasTan, saqonlis miwodebis<br />
pirobebis gamokvlevasTan, bazris segmentaciasTan, momxmarebelTa<br />
tipologiasTan, saqonlis sasicocxlo ciklis etapobriv<br />
analizTan, saqonelgamtari sistemis racionalizaciasTan<br />
da sxva sakiTxebTan. am sakiTxebis yovelmxrivi analizis<br />
gareSe SeuZlebelia faswarmoqmnis swori politikis gatareba<br />
da faswarmoqmnis meqanizmis srulyofa.<br />
242
Tavi 11. marketinguli arxebi da logistika<br />
11.1 marketinguli arxebis arsi, saxeebi da doneebi<br />
marketingul arxebSi igulisxmeba erTmaneTTan dakav-<br />
Sirebuli sawarmoebi, romlebsac saqoneli da momsaxureba<br />
dahyavT saboloo an biznes-momxmareblebamde. amrigad, maSasadame,<br />
marketingul arxebSi Sedian Suamavlebi, romlebic<br />
exmarebian momxmareblebs maTTvis saWiro saqonlis an momsaxurebis<br />
operatiulad moZiebasa da SeZenaSi.<br />
marketinguli arxebis arsi vlindeba maT mier Sesrulebul<br />
funqciebSi. dReisTvis specialistebi marketinguli<br />
arxebis funqciebs sxvadasxvagvarad ayalibeben. maT mosazrebebze<br />
dayrdnobiT marketinguli arxebis funqciebi (ix.<br />
nax. 11.1) SeiZleba Camoyalibdes ase:<br />
1) marketinguli kvlevebis Catareba saqonlis gayidvisTvis<br />
saWiro informaciis misaRebad;<br />
2) gasaRebis stimulireba bazrisTvis SeTavazebuli<br />
saqonlis Sesaxeb informaciis gavrcelebis gziT;<br />
3) kontaqtis damyareba potenciur myidvelebTan;<br />
4) produqtis momxmareblis moTxovnilebebTan SesabamisobaSi<br />
moyvana, rac materialuri saxiT arsebul<br />
produqtTan mimarTebaSi gamoixateba dafasoebis,<br />
daxarisxebis da SefuTvis momxmarebelTa moTxovnebis<br />
Sesabamisad ganxorcielebaSi;<br />
5) saqonelsa da momsaxurebaze sakuTrebis uflebis<br />
gadacemisTvis molaparakebebi marketinguli arxebis<br />
warmomadgenlebTan;<br />
6) saqonlis transportireba da sasawyobo damuSaveba;<br />
7) produqtis momxmareblamde gadaadgilebis operaciebis<br />
ganxorcielebis xarjebis dafinanseba.<br />
marketinguli kvlevebi, SeTavazebuli produqtis Sesaxeb<br />
informaciis miwodeba momxmareblisTvis, produqtis momxmarebelTa<br />
moTxovnilebebTan SesabamisobaSi moyvana, kavSiris<br />
damyareba potenciur myidvelebTan da molaparakebebi<br />
maTTan emsaxureba garigebebis dadebas. rac Seexeba produqtis<br />
transportirebas, sasawyobo damuSavebas, agreTve, momxmareblisken<br />
gadaadgilebis operaciebis dafinansebas, isini<br />
uzrunvelyofen dadebuli garigebebis Sesrulebas.<br />
243
244<br />
nax. 11.1. marketinguli arxebis funqciebi<br />
marketinguli arxebs axasiaTeben saxeebisa da doneebis<br />
mixedviT.<br />
praqtikaSi ganasxvaveben pirdapir, arapirdapir da Sereuli<br />
saxis marketingul arxebs.<br />
yvelaze martivi da mokle marketinguli arxia pirdapiri<br />
gasaReba, anu pirdapiri marketingi.<br />
pirdapiri gasaReba gulisxmobs saqonlis momxmareblamde<br />
gadaadgilebas Suamavlebis gareSe, Tavad mwarmoeblis<br />
mier. arapirdapiri arxebi iTvaliswinebs saqonlis<br />
momxmareblamde dayvanas erTi an ramdenime Suamavlis<br />
gamoyenebiT.
Suamavlebia sabiTumo vaWroba, sacalo vaWroba, brokerebi,<br />
agentebi.<br />
pirdapiri gasaReba did rols asrulebs sawarmoo daniSnulebis<br />
saqonlis biznesmomxmareblamde dayvanaSi. dazga-danadgarebis,<br />
nedleulisa da masalebis gasaRebas sawarmoebi<br />
amjobineben pirdapiri kontaqtebis gziT, rac gasaRebis<br />
qvedanayofebis meSveobiT xorcieldeba. am dros xSirad<br />
mwarmoebeli Tavisi ZalebiT umontaJebs myidvels dazga-danadgarebs<br />
da uwevs konsultacias maTi gamoyenebis Taobaze.<br />
pirdapiri gasaReba mniSvnelovan rols asrulebs samomxmareblo<br />
saqonlis bazarzec, gansakuTrebiT, rTuli asortimentis<br />
saqonlis gayidvisas. pirdapiri <strong>marketingis</strong> gamoyenebiT<br />
dahyavT, upiratesad, momxmareblamde msxvilgabaritiani<br />
saqonelic.<br />
pirdapiri <strong>marketingis</strong> gamoyeneba SesaZleblobas aZlevs<br />
mwarmoeblebs operatiulad gaakontrolon saqonlis<br />
gasaRebis procesi da miiRon adekvaturi gadawyvetilebebi<br />
gamovlenili darRvevebis aRmosafxvrelad. uSualo kontaqti<br />
momxmareblebTan maTi interesebis ufro metad gaTvaliswinebis<br />
SesaZleblobas iZleva.<br />
pirdapiri <strong>marketingis</strong> dadebiTi mxareebis miuxedavad<br />
mwarmoebeli sawarmoebi xSirad gverds ver uvlian Suamavlebis<br />
gamoyenebas da sargebloben maTi momsaxurebiT. es gansakuTrebiT<br />
maSin xdeba, roca mwarmoeblebi emsaxurebian teritoriuli<br />
TvalsazrisiT did bazrebs, agreTve, didi raodenobiT<br />
momxmareblebs.<br />
marketinguli arxis doneSi igulisxmeba nebismieri<br />
Suamavali, romelic garkveul rols asrulebs saqonlis<br />
warmoebidan momxmareblisken gadaadgilebisa da misTvis<br />
sakuTrebis uflebis gadacemis procesSi.<br />
nebismieri marketinguli arxi iwyeba mwarmoebliT da<br />
mTavrdeba momxmarebliT. Suamavlebis raodenobis mixedviT<br />
ganasxvaveben nulovan, erTdonian, ordonian da samdonian<br />
arxebs.<br />
erTdoniani arxi moicavs mxolod erT Suamavals. samomxmarelo<br />
saqonlis bazarze Suamavalia sacalod movaWre,<br />
sawarmoo daniSnulebis saqonlis bazarze ki gasaRebis agenti<br />
an brokeri da biTumad movaWre. momsaxurebasac individualur<br />
biznes-momxmareblebze erTdoniani marketinguli<br />
245
arxiT yidian. am SemTxvevaSi Suamavlebia brokerebi an agentebi.<br />
ordoniani marketinguli arxis SemadgenlobaSi ori Suamavali<br />
Sedis. samomxmareblo saqonlis bazarze Suamavlebis<br />
rolSi gamodis sabiTumo da sacalo vaWroba, sawarmoo daniSnulebis<br />
saqonlis bazarze ki brokeri an agenti da biTumad<br />
movaWre.<br />
samdoniani marketinguli arxi gamoiyeneba samomxmareblo<br />
saqonlis realizaciis procesSi. am SemTxvevaSi saqonlis<br />
momxmareblamde gadaadgilebaSi CaerTveba wvrilbiTumi vaWrobac.<br />
iSviaTad, magram mainc arsebobs marketinguli arxebi<br />
ufro meti Suamavlebis monawileobiT. marketinguli arxebis<br />
struqturuli Semadgenloba gansxvavebulia samomxmareblo<br />
da sawarmoo daniSnulebis saqonlisa da momsaxurebisaTvis<br />
(ix. nax. 11.2).<br />
246
nax. 11.2. marketinguli arxebis struqtura<br />
11.2. vertikaluri, horizontaluri da<br />
kombinirebuli marketinguli sistemebi<br />
saqonlis momxmareblamde gadaadgilebis (win wawevis)<br />
marketingul arxebSi SeiZleba Sediodes erTi an ramdenime<br />
piri, romlebic erTad qmnian sxvadasxva tipis marketingul<br />
sistemebs. ganasxvaveben tradiciul (moZraobis) arxebs, vertikalur,<br />
horizontalur da kombinirebul marketingul (saqonel)<br />
sistemebs.<br />
istoriulad saqoneli pirvelad tradiciuli saqonelmoZraobis<br />
arxebis meSveobiT iyideboda. tipuri tradiciuli<br />
arxi Sedgeba damoukidebeli mwarmoeblebis da erTi an ramdenime<br />
biTumad da sacalod movaWre sawarmosgan (ix. nax. 11.3).<br />
nax. 11.3. tradiciuli marketinguli arxi<br />
tradiciuli marketinguli arxis yoveli wevri damoukideblad<br />
muSaobs bazarze da iswrafvis rac SeiZleba meti<br />
mogebis miRebisken, Tundac arxis sxva wevrebisTvis zianis<br />
miyenebiT. maSasadame, tradiciuli marketinguli arxis gamoyenebisas<br />
Zlierdeba konkurenciuli brZola da mwvavdeba<br />
konfliqtebi arxis wevrebs Soris. konfliqti SeiZleba war-<br />
247
moiSvas rogorc arxis erT donis, ise erTi da imave arxis<br />
sxvadasxva donis sawarmoebs Soris. pirvel SemTxvevaSi horizontaluri<br />
konfliqti aRiniSneba, meore SemTxvevaSi ki<br />
vertikaluri.<br />
saqonelmoZraobis arxis wevrebs konfliqtis Tavidan<br />
asacileblad Seqmnes vertikaluri marketinguli sistema<br />
(ix. nax. 11.4), romelic, Tavis mxriv, sami saxisaa: korporaciuli,<br />
saxelSekrulebo da marTuli.<br />
nax. 11.4. vertikaluri marketinguli arxebis struqtura<br />
vertikalur marketinguli sistemaSi Semavali mwarmoebeli,<br />
biTumad da sacalod movaWre sawarmoebi bazarze gamodian<br />
erTiani sistemis saxiT. arxis erTi monawile an danarCeni<br />
monawileebis mflobelia an maTTan muSaobs xelSekrulebis<br />
safuZvelze an kidev lideria arxSi, rac uzrunvelyofs<br />
arxis koordinirebul muSaobas.<br />
vertikalur marketingul sistemaSi wamyvani poziciis<br />
dakaveba SeuZlia rogorc mwarmoebel, ise biTumad da sacalod<br />
movaWre sawarmoebs.<br />
korporaciul vertikalur marketingul sistemaSi arxis<br />
monawileTa Zalisxmevis koordinirebis da konfliqturi<br />
situaciebis marTvis SesaZleblobas iZleva maTi erT-erTi<br />
wevris mflobelobaSi yofna. ase, magaliTad, aSS-is kompania<br />
Sears-is qselSi gayiduli saqonlis 50%-ze meti iwarmoeba<br />
248<br />
korporaciuli<br />
vertikaluri<br />
marketinguli<br />
sistema<br />
vertikaluri<br />
marketinguli<br />
sistemis saxeebi<br />
saxelSekrulebo<br />
vertikaluri<br />
marketinguli<br />
sistema<br />
marTuli<br />
vertikaluri<br />
marketinguli<br />
sistema
iseT sawarmoebSi, romlebic nawilobriv an mTlianad misi<br />
kuTvnilebaa. espanuri sacalo savaWro qseli Zara qsovilis<br />
40%-s da tansacmlis naxevarze mets Tavad awarmoebs. misi sakuTrebaa<br />
tansacmlis dizainze momuSave sawarmoebic, romelTa<br />
damsaxurebaa Tanamedrove moTxovnis Sesabamisi produqciis<br />
Seqmna. am produqciiT Zara 30 qveyanaSi ganlagebul<br />
600 maRazias amaragebs. efeqtiani vertikaluri marketinguli<br />
sistemis damsaxurebaa Gap-Tan da Benetton-Tan SedarebiT<br />
Zara-s siswrafe da moqniloba momxmarebelTa momsaxurebaSi.<br />
maSasadame, korporaciul marketingul sistemaSi Semaval sawarmoebs<br />
marTavs maTi erTaderTi mflobeli.<br />
saxelSekrulebo vertikaluri marketinguli sistema<br />
Sedgeba erTmaneTTan xelSekrulebiT dakavSirebuli sawarmoebisgan.<br />
aseT sistemaSi gaerTianebulia sabiTumo sawarmoebis<br />
mier dafinansebuli sacalod movaWreTa nebayoflobi-<br />
Ti gaerTianeba, sacalod movaWreTa kooperativi da frenSaizinguli<br />
organizaciebi (ix. nax. 11.5).<br />
sabiTumo sawarmoebis mier dafinansebuli sacalod movaWreTa<br />
nebayoflobiTi gaerTianeba damoukidebeli sacalo<br />
savaWro sawarmoebis- maRaziebis qselia. am SemTxvevaSi sabi-<br />
Tumo sawarmo cdilobs bazris SenarCunebas masTan kontaqtSi<br />
myofi sacalo savaWro sawarmoebis gaZlierebiT. biTumad<br />
movaWre maTTan debs xelSekrulebas, romelic maRaziebs<br />
uflebas aZlevs isargeblon erTiani saxelwodebiT da SeiZinon<br />
saqoneli misgan biTumad. aseT pirobebSi sacalo savaWro<br />
sawarmoebs muSaobisa da brZolaSi gamarjvebis didi Sansi<br />
aqvT.<br />
sacalod movaWreTa kooperativi sacalod movaWre sawarmoebis<br />
damoukidebeli gaerTianebaa. is saqonels biTumad<br />
Seisyidis da SeuZlia saqonlis warmoebac. am gaerTianebis<br />
wevrebi TavianTi saqonlis did nawils yiduloben kooperativis<br />
meSveobiT. isini erToblivad axorcieleben sareklamo<br />
saqmianobasac. kooperativis mier miRebuli mogeba mis wevrebs<br />
Soris nawildeba Sesyidvis moculobis Sesabamisad.<br />
frenSaizingi saxelSekrulebo marketinguli sistemis<br />
iseTi formaa, romlis monawilenic (frenSizebi) asruleben<br />
privilegiebis mflobeli sawarmos (frenSaizeris) moTxovnebs.<br />
frenSaizingi biznesis veberTela da mzardi sferoa.<br />
ase, magaliTad, McDonald’s-is sistemaSi 20 wlis win 5749<br />
249
frenSaizinguli organizacia iTvleboda, dReisaTvis ki ma-<br />
Ti raodenoba msoflioSi 30 000-s aRemateba. 3 000ze meti<br />
amerikuli kompania Tavis saqonels an momsaxurebas yidis<br />
swored frenSaizinguli liderebis daxmarebiT. ganasxvaveben<br />
frenSaizingis sam ZiriTad formas: sacalo frenSizebis<br />
sistema mwarmoeblis egidis qveS; sabiTumo frenSizebis sistema<br />
mwarmoeblis egidis qveS; sacalo frenSizebis sistema<br />
momsaxurebis sferos kompaniis egidis qveS.<br />
sacalod<br />
movaWreTa<br />
nebayoflobiTi<br />
gaerTianeba<br />
nax. 11.5. saxelSekrulebo vertikaluri marketinguli<br />
sistema<br />
250<br />
saxelSekrulebo<br />
vertikaluri<br />
marketinguli<br />
sistema<br />
sacalod<br />
movaWreTa<br />
kooperativi<br />
sacalo<br />
frenSizebis<br />
sistema<br />
mwarmoeblis<br />
egidis qveS<br />
frenSaizingul<br />
i<br />
organizaciebi<br />
sabiTumo<br />
frenSizebis<br />
sistema<br />
mwarmoeblis<br />
egidis qveS<br />
sacalo<br />
frenSizebis<br />
sistema<br />
momsaxurebis<br />
sferos<br />
kompaniis<br />
egidis qveS
sacalo frenSizebis sistema mwarmoeblis egidis qveS<br />
gavrcelebulia saavtomobilo mrewvelobaSi. ase, magali-<br />
Tad, kompania Ford avtomobilebiT vaWrobaze licenziebs aZlevs<br />
Tavis dilerebs. dilerebi damoukidebeli firmebia,<br />
romlebic Tanaxmani arian Seasrulon privilegiebis mflobeli<br />
kompaniis gansazRvruli moTxovnebi avtomanqanebis gasaRebisa<br />
da myidvelTa momsaxurebis procesSi.<br />
sabiTumo frenSizebis sistema mwarmoeblis egidis qveS<br />
gamoiyeneba ualkoholo sasmelebis warmoebaSi. mas iyenebs<br />
kompania Coca-Cola, romelic licenziebs aZlevs qarxnebs misi<br />
koncentratebiT sasmelebis Camosxmaze. qarxnebi am sasmelebs<br />
biTumad yidian, ZiriTadad, adgilobriv sacalod movaWreebze.<br />
sacalo frenSizebis sistema momsaxurebis sferos kompaniis<br />
egidis qveS gamoiyeneba momsaxurebis sferos sawarmoebSi.<br />
es sawarmoebi qmnian licenzirebuli savaWro sawarmoebis<br />
qsels TavianTi momsaxurebis momxmareblamde dasayvanad.<br />
aRniSnuli sistema gamoiyeneba avtomobilebis gamqiravebel<br />
firmebSi, swrafi momsaxurebis masobrivi kvebis sawarmoebSi,<br />
sastumroebis qselSi. sacalo frenSizebis sistema<br />
momsaxurebis sferos kompaniis egidis qveS kargad funqcionirebs,<br />
magaliTad, kompania McDonald’s-Si.<br />
marTuli vertikaluri sistemis pirobebSi xelmZRvaneloba<br />
xorcieldeba sistemis erTi an SesaZlebelia ramdenime<br />
wevris mier maTi sididisa da wamyvani sabazro wilis safuZvelze.<br />
arxSi Zalauflebis mopovebis baza SeiZleba gaxdes<br />
saukeTeso brendis warmoeba. am sistemas iyeneben General<br />
Electric da Procter&Gamble. am kompaniebs wamyvani pozicia ukaviaT<br />
TavianTi produqtis gasaRebis sistemaSi da mWidrod<br />
TanamSromloben maTi saqonlis gamyidvelebTan fasebis dawesebis,<br />
gasaRebis stimulirebis meTodebis SerCevis da sxva<br />
sakiTxebis gadawyvetisas. cxadia, Tu saqonlis gasaRebis<br />
sistemaSiZlieri pozicia sacalod movaWre sawrmos ukavia,<br />
masSeuZlia zegavlenis moxdena momwodebel sawarmoze.<br />
axali marketinguli SesaZleblobebis aTvisebaSi did<br />
rols asrulebs horizontaluri marketinguli sistema. am<br />
sistemaSi erTi donis sawarmoebi erTiandebian maSin, roca<br />
axali marketinguli SesaZleblobebis asaTviseblad ar<br />
hyofniT kapitali, codna, sawarmoo simZlavreebi. Tanam-<br />
251
Sromloba SeiZleba iyos droebiTi an mudmivi, SeiZleba er-<br />
Toblivi sawarmos Seqmnac. horizontaluri marketinguli<br />
sistema kargad muSaobs saerTaSoriso doneze. ase, magali-<br />
Tad, Coca-Cola da Nestle erTmaneTTan kavSirSi yidian mza civ<br />
yavas da Cais saerTaSoriso bazrebze. am sistemis magaliTia<br />
saaqcio sazogadoeba saqarTvelos bankis da Tbilisis metropolitenis<br />
TanamSromloba. saqarTvelos bankma Tbilisis<br />
metroSi ganaTavsa serviscentrebi da bankomatebi, riTac<br />
Tavisi bazari kidev ufro gaafarTova da Tanac mokle dro-<br />
Si, Tbilisis metropolitenma ki sabanko momsaxurebis SeTavazebiT<br />
Tavis klientebs mniSvnelovnad dauzoga dro, ramac<br />
aseve dadebiTad imoqmeda maTi raodenobis gazrdaze.<br />
bazrebis aTvisebis procesSi sawarmoTa nawili iyenebs<br />
mravalarxian marketingul sistemebs, romelTac xSiradhibridul<br />
marketingul arxebs, agreTve, kombinirebul sistemebsac<br />
uwodeben (ix. nax. 11.6).<br />
252<br />
katalogebi, telefoni<br />
mwarmoebeli agenti,<br />
brokeri<br />
mwarmoeblis gasaRebis ganyofileba<br />
sacalod<br />
movaWre<br />
biTumad<br />
movaWre<br />
samomxmareblo<br />
saqonlis<br />
momxmarebeli<br />
samomxmareblo<br />
saqonlis<br />
momxmarebebeli<br />
biznesmomxmarebeli <br />
biznesmomxmarebeli<br />
nax. 11.6. kombinirebuli marketinguli sistema
es sistemebi gamoiyeneba maSin, roca sawarmoebis saqonels<br />
iyeneben rogorc individualuri momxmareblebi, ise<br />
biznesmomxmareblebi. individualur momxmareblebze sawarmoebs<br />
SeuZliaT saqoneli gayidon katalogebiT, telefonebiT,<br />
internetiT, damoukidebeli sacalo savaWro sawarmoebis<br />
gamoyenebiT. biznesmomxmareblebze saqoneli SeiZleba<br />
gaiyidos rogorc mwarmoebeli sawarmos gasaRebis qvedanayofis<br />
TanamSromlebis mier, ise marketinguli Suamavlebis<br />
(biTumad movaWre, brokeri, agenti) gamoyenebiT.<br />
kombinirebul marketingul sistemas efeqtianad iyenebs<br />
amerikuli kompania IBM. is Tavis kompiuterebs momxmareblebze<br />
yidis rogorc damoukideblad, Tavisi gasaRebis<br />
qvedanayofis meSveobiT, ise Suamavlebis gamoyenebiT. kompiuterebis<br />
gayidvisas IBM iyenebs katalogebs, telemarketings,<br />
damoukidebel dilerebs, msxvil sacalo savaWro sawarmoebs,<br />
biTumad movaWreebs. marTalia, kombinirebuli<br />
marketinguli sistema xels uwyobs bazris gafarToebas sxvadasxva<br />
segmentis aTvisebis gziT, misi gamoyeneba mainc gaZnelebulia<br />
masSi xSiri konfliqtebis gamo.<br />
11.3. marketinguli arxebis SerCeva<br />
produqtis gasaRebis sistemis efeqtianoba, pirvel<br />
rigSi, marketingul arxebzea damokidebuli. amitom mwarmoebeli<br />
sawarmoebi did yuradRebas uTmoben maT SerCevas. arxebis<br />
SerCevis process win uswrebs maTze moqmedi faqtorebis<br />
analizi. am faqtorebs Soris gamoyofen sabazro, sasaqonlo,<br />
konkurentul da organizaciul faqtorebs. mowinave sawarmoebSi<br />
mxolod am faqtorebis Sefasebis safuZvelze miiReba<br />
gadawyvetileba gamosayenebeli marketinguli arxis tipze.<br />
arxis struqtura, pirvel rigSi, damokidebulia mocemuli<br />
sawarmos produqtis myidvelze. amitom mwarmoeblebi<br />
unda flobdnen informacias momxmarebelTa raodenobis, ma-<br />
Ti koncentraciis, nayidobis saSualo sididis, moTxovnilebebis<br />
Sesaxeb. biznes-momxmareblebs mwarmoeblebi, Cveulebriv,<br />
uSualod, anu nulovani donis arxiT ukavSirdebian. rac<br />
Seexeba individualur momxmareblebs, isini saqonels upiratesad<br />
sacalo savaWro qselSi yiduloben. saqoneli maRazi-<br />
253
ebSi mwarmoebels Seaqvs TviTon an sabiTumo rgolis daxmarebiT.<br />
marketinguli arxis SerCevis procesze moqmed saproduqto<br />
faqtorebSi Sedis produqtis moxmarebis xangrZlivoba,<br />
asortimentis sirTule, faseuloba, Senaxvis xangrZlivoba<br />
da a.S. bunebrivia, malfuWebadi saqoneli momxmarebels<br />
miewodeba nulovani an erTdoniani arxiT. rTuli asortimentis<br />
saqoneli mwarmoebelma momxmareblamde unda daiyvanos<br />
Suamavlebis gamoyenebiT, magram mokle marketinguli arxiT.<br />
xangrZlivi moxmarebis saqoneli, ZiriTadad, grZeli marketinguli<br />
arxiT dadis momxmareblamde. moklevadiani gamoyenebis<br />
saqoneli, magaliTad, purproduqtebi, momxmareblamde<br />
gadaadgildeba mokle arxiT.<br />
marketinguli arxis SerCevis dros mwarmoeblebi er-<br />
TmaneTs udareben sxvadasxva variants da ise iReben gadawyvetilebas<br />
gamosayenebeli arxis tipze. ukanasknel period-<br />
Si sul ufro didi popularobiT sargeblobs saqonlis momxmareblisTvis<br />
miwodeba nulovani arxis gamoyenebiT.<br />
marketinguli arxebis SerCevis dros sawarmoebma unda<br />
gaiTvaliswinon, agreTve, TavianTi resursebi saqonlis gasaRebis<br />
procesSi gamosayeneblad, servisze moTxovnilebis<br />
mdgomareoba da sakuTari SesaZleblobebi am mimarTulebiT.<br />
arxebis Sesaxeb gadawyvetilebis miRebis dros sawarmoebi<br />
gansazRvraven, agreTve, arxis yovel doneze gamosayenebeli<br />
Suamavlebis raodenobas. arxSi wevrebis gansazRvra xorcieldeba<br />
intensiuri, eqskluziuri da seleqtiuri (SerCeviTi)<br />
distribuciis strategiebis gamoyenebiT.<br />
saqonlis intensiuri gavrcelebis anu intensiuri distribuciis<br />
strategia iTvaliswinebs saqonlis mocemuli<br />
konkretuli sawarmosTvis yvela xelmisawvdom arxSi gayidvas.<br />
praqtikaSi realurad arsebobs iseTi sawarmoebi, romlebic<br />
TavianTi saqonlis gasayidad iyeneben qveyanaSi arsebul<br />
TiTqmis yvela tipis savaWro sawarmos. intensiuri midgomiT<br />
SeirCeva marketinguli arxebi yoveldRiuri moTxovnis<br />
saqonlis momxmareblamde misatanad. amiT mwarmoeblebi<br />
momxmareblebs SesaZleblobas aZleven Zalisxmevis minimaluri<br />
daxarjviT SeiZinon aseTi produqtebi.<br />
im SemTxvevaSi, Tu mwarmoeblebi dainteresebuli arian<br />
axali saqonlis bazarze danergviT da saqonlis gasaRebis<br />
procesze kontrolis dawesebiT, isini mkveTrad amcireben<br />
254
Suamavlebis raodenobas da saqonlis gayidvis eqskluziuri<br />
ufleba konkretul geografiul regionSi SeiZleba miscen<br />
mxolod gansazRvrul Suamavlebs. saqonlis momxmareblamde<br />
mitanis aseTi wesiT iyideba avtomobilebi, sayofacxovrebo<br />
teqnikisa da tansacmlis zogierTi brendi. eqskluziuri<br />
distribuciis strategiis gamoyenebisas produqtis imijis<br />
gazrdisa da maRali mogebis miRebis SesaZleblobebi iqmneba.<br />
eqskluziuri distribuciis gamoyenebis pirobebSi sawarmos<br />
marketinguli xarjebi mcirdeba, vinaidan mwarmoebeli<br />
SezRuduli raodenobis SuamavlebTan TanamSromlobs da<br />
maTTan erTad iRebs gadawyvetilebas reklamasa da fasebze,<br />
agreTve, rig sxva sakiTxebze.<br />
ganviTarebuli qveynebis kompaniebi eqskluziuri distribuciis<br />
gamoyenebis dros Suamavlebisgan moiTxoven gansazRvruli<br />
pirobebis dacvas, rasac isini xSirad ewinaaRmdegebian.<br />
ase, magaliTad, Daimler Chrysler-ma Suamavlebs SesTavaza<br />
programa Five Star. am programis Sesabamisad firmam daajildova<br />
is Suamavalebi, romlebmac daakmayofiles misi<br />
moTxovnebi gamyidvelebis momzadebis, momxmarebelTa momsaxurebis,<br />
urTierTdamokidebulebis marTvis amocanebis<br />
miRwevis procesSi, rac gamoixata, pirvel rigSi, maTi marketinguli<br />
xarjebis anazRaurebiT. miuxedavad Suamavlebis mier<br />
dasawyisSi gaweuli winaaRmdegobisa, dReisTvis maTi umetesoba<br />
am programis monawilea.<br />
produqtis momxmareblamde mitanis seleqtiuri distribuciis<br />
strategias Sualeduri adgili ukavia intensiuri<br />
da eqskluziuri distribuciis strategiebs Soris, e. i. am<br />
SemTxvevaSi Suamavlebis raodenoba erTze metia, magram naklebia<br />
mocemuli sawarmos saqonlis gayidviT dainteresebuli<br />
Suamavlebis raodenobaze. am wesiT yidian, magaliTad, saqonels<br />
televizorebisa da avejis mwarmoebeli sawarmoebi.<br />
seleqtiuri distribucia mwarmoebels bazris gafarToebisa<br />
da intensiur midgomasTan SedarebiT ufro naklebi danaxarjebiT<br />
saqonlis gayidvis saSualebas aZlevs.<br />
11.4. marketinguli logistika<br />
marketingul logistikaSi an saqonelmoZraobaSi igulisxmeba<br />
saqonlis warmoebis adgilidan moxmarebis adgilamde<br />
fizikuri gadaadgilebisTvis (win wawevis) saWiro Ro-<br />
255
nisZiebebis dagegmva, cxovrebaSi gatareba da kontroli momxmarebelTa<br />
moTxovnilebebis dakmayofilebisa da mogebis<br />
miRebis mizniT. marketinguli logistikis mizania momxmareblisTvis<br />
saWiro produqtis misTvis misaReb adgilze da<br />
sasurvel dros mitana.<br />
saqonelmoZraoba urTierTkavSirSi myofi elementebis<br />
sistemaa. am elementebs miekuTvneba:<br />
1) momxmarebelTa momsaxureba;<br />
2) SekveTebis damuSaveba;<br />
3) sasaqonlo maragis marTva;<br />
4) saqonlis Senaxva;<br />
5) saqonlis dacva dazianebisgan;<br />
6) saqonlis transportireba.<br />
marketinguli logistikis efeqtianobisTvis saWiroa<br />
misi miznebisa da amocanebis Camoyalibeba. maTi SesrulebiT<br />
sawarmo SeZlebs dasaxuli miznis miRwevas. rogorc praqtikuli<br />
gamocdileba aCvenebs, marketinguli logistikis mizani<br />
unda iyos momxmareblebis momsaxurebis gansazRvruli<br />
donis miRweva rac SeiZleba mcire danaxarjebiT. xSiria Sem-<br />
Txveva, roca sawarmoebs logistikis miznad miaCniaT umciresi<br />
danaxarjebiT momsaxurebis maqsimaluri donis miRweva.<br />
es ar aris swori midgoma. momsaxurebis maqsimaluri done<br />
moiTxovs saqonlis miwodebis procesis daCqarebas, saqonlis<br />
farTo asortiments, saqonlis SesarCevad moqnili sistemis<br />
Seqmnas da sxva RonisZiebebis gatarebas, rac xarjebs<br />
zrdis. amitom sawarmoebma miznobrivi momxmareblebis Seswavlis<br />
safuZvelze unda gansazRvron SesaTavazebeli sadistribucio<br />
momsaxurebis done da mxolod amis Semdeg unda<br />
ifiqron xarjebis Semcirebaze.<br />
saqonlis momxmareblamde gadaadgilebis dros marketingul<br />
arxebs uwevT gansazRvruli funqciebis Sesruleba.<br />
maT Soris, pirvel rigSi, unda gamoiyos saqonlis maragis<br />
sawyobebSi ganTavseba, misi marTva, saqonlis transportireba,<br />
saqonelmoZraobasTan dakavSirebuli informaciis mar-<br />
Tva. aRniSnuli funqciebis Sesruleba moiTxovs xarjebs,<br />
romlebSic yvelaze didi xvedriTi woniT aris warmodgenili<br />
satransporto da Senaxvis xarjebi. gacilebiT mcirea Sekve-<br />
Tebis damuSavebis, saqonlis datvirTva-gadmotvirTvis da<br />
administraciuli xarjebi. xarjebis racionaluri Semcireba<br />
256
saqonelmoZraobis efeqtianobis amaRlebis aucilebeli pirobaa.<br />
magram xarjebis Semcirebis mizniT ar unda dauSvan<br />
momsaxurebis kulturis Semcireba.<br />
saqonelmoZraoba iwyeba klientebidan SekveTebis miRebiT<br />
da maTi damuSavebiT. ganviTarebul qveynebSi sawarmoebis<br />
mier SekveTebi miiReba, damuSavdeba, saqonli gadaitvirTeba da<br />
angariSi formdeba kompiuterebis gamoyenebiT, rac aCqarebs<br />
saqonelmoZraobis process, es ki momgebiania rogorc mwarmoeblebis,<br />
ise momxmareblebisTvis.<br />
SekveTebis damuSaveba iTvaliswinebs SemkveTis qmedi-<br />
Tunarianobis Semowmebas, gayidvis aRricxvas da Sesabamis<br />
buRaltrul gatarebas, SekveTis Sesrulebis adgilis dadgenas<br />
da saWiroebis SemTxvevaSi (Tu srulad ver Sesrulda<br />
SemkveTis moTxovnileba) dokumentaciis koreqtirebas.<br />
sasaqonlo maragis Seqmna, pirvel rigSi, saWiroa im mizeziT,<br />
rom saqonlis warmoeba da moxmareba drosa da sivrceSi ar<br />
emTxveva erTmaneTs, rac mkafiodaa gamoxatuli sezonuri warmoebisa<br />
da moxmarebis saqonelze. saqonlis maragis arseboba<br />
sawyobebSi uzrunvelyofs saqonelbrunvis Seuferxebel ganvi-<br />
Tarebas da myidvelTa momsaxurebis saTanado dones. saqonelmoZraobis<br />
arxebSi maragi unda Seiqmnas im odenobiT, rom SesaZlebeli<br />
gaxdes yvela momxmareblis moTxovnilebis dauyovnebliv<br />
dakmayofileba. amasTan, saqonlis maragis sidide SesabamisobaSi<br />
unda moiyvanon gasaRebis moculobis da Semosavlebis<br />
zrdis maCveneblebTan.<br />
sawarmoTa erTi nawili saqonlis marags inaxavs uSualod<br />
sawarmoSi, nawili ki qveynis sxvadasxva regionSi arsebul<br />
sawyobebSi. sawyobebi SeiZleba iyos sakuTari an ijariT<br />
aRebuli. sakuTari sasawyobo meurneoba zogjer aferxebs<br />
sasaqonlo maragis manevrirebis process. amasTan, sakuTari<br />
sawyobebis Senaxva moiTxovs xarjebs. magram am SemTxvevaSi<br />
sawarmos aqvs sasaqonlo maragis gakontrolebis meti SesaZlebloba.<br />
saerTo sargeblobis sawyobebi iReben gadasaxads.<br />
isini saqonlis SenaxvasTan erTad sawarmoebs uweven sxvadasxva<br />
saxis fasian momsaxurebas, kerZod, asruleben saqonlis<br />
gasinjvis, SefuTvis, gadatvirTvis operaciebs. saerTo sargeblobis<br />
sawyobebis gamoyenebis dros metia saqonlis maragis<br />
efeqtiani gadaadgilebis SesaZleblobebi. dRes sawarmoebi<br />
farTod sargebloben egreTwodebuli sadistribucio<br />
centrebis momsaxurebiT. isini, SeiZleba iTqvas, Seqmnilia uf-<br />
257
o saqonlis gadaadgilebis procesis dasaregulireblad, vidre<br />
maragis gansaTavseblad. Wal-Mart-s aSS-Si aqvs 78, xolo<br />
sazRvargareT 37 sadistribucio centri, romelTa meSveobiT<br />
is akontrolebs saqonlis maragis moZraobas.<br />
saqonlis sawyobebSi Senaxva moiTxovs sasawyobo Senobebsa<br />
da nagebobebSi gamoyenebuli mowyobilobebis Sesyidvisa<br />
da amortizaciis, sawyobebSi dasaqmebuli muSakebis<br />
Sromis anazRaurebis, saqonlis danakargebis dafarvis, kreditis<br />
procentis anazRaurebis da sxva saxis xajebs.<br />
saqonelmoZraobaSi saqonlis SenaxvasTan erTad did<br />
rols asrulebs transportireba, romlis xarjebic aRemateba<br />
Senaxvis xarjebs. saqonlis gadazidvis organizaciazea damokidebuli<br />
fasebis done, saqonlis droulad mitana daniSnulebis<br />
adgilamde da gadaziduli produqciis sasaqonlo<br />
saxe momxmareblisTvis miwodebis momentSi. es faqtorebi<br />
uSualod moqmedeben momxmareblis moTxovnilebebis dakmayofilebis<br />
doneze.<br />
gadasazidi saqonlisgan damokidebulebiT sawarmoebma<br />
SeiZleba isargeblon rkinigzis, wylis, saavtomobilo, milsadeni<br />
da sahaero transportiT. informaciis saxiT arsebuli<br />
saqonlis gadasacemad iyeneben internets. transportis saxis<br />
SerCeva damokidebulia tvirTis erTeulis gadazidvis fasze,<br />
gagzavnis sixSireze, gadazidvis usafrTxoebaze, drosa da<br />
adgilze, transportis saimedobaze, qveynis misadgomi regionebis<br />
raodenobaze.<br />
rkinigza Sor manZilze saqonlis gadasazidad gamoyenebuli<br />
transportis erT-erTi yvelaze efeqtiani saxea. is gansakuTrebiT<br />
did rols asrulebs iseTi saqonlis transportirebaSi,<br />
romelsac ar afasoeben (xe-tye, qvanaxSiri, sxvadasxva<br />
saxis madani). didi moculobis tvirTis erTdroulad<br />
gadazidvaSi iyeneben wylis transports, romelic momxmareblisken<br />
saqonlis moZraobis yvelaze neli saSualebaa da<br />
Tanac amindze damokidebuli. saavtomobilo transporti<br />
sxva saxeebisgan gansxvavebiT moqnilia. misi gamoyeneba gansakuTrebiT<br />
karg Sedegs iZleva tvirTis mokle manZilze gadazidvis<br />
dros. milsaden transports iyeneben specifikuri saqonlis,<br />
kerZod, navTobis, bunebrivi airis, gadasaadgileblad.<br />
transportis sxva saxeebTan SedarebiT sahaero transporti<br />
ZviradRirebulia. miuxedavad aRniSnulisa, mas aqtiurad<br />
iyeneben malfuWebadi da Zvirfasi produqtebis gada-<br />
258
tanaSi. transportis am saxes iyeneben, agreTve, tvirTis saswrafod<br />
gadazidvis aucileblobis SemTxvevaSi.<br />
marketinguli logistikis erT-erTi mniSvnelovani<br />
amocanaa tvirTis dauzianeblad mitana momxmareblamde. am<br />
amocanis gadawyvetas uzrunvelyofs SefuTva da tvirTis<br />
damuSaveba imgvarad, rom Tavidan aicilon garemo pirobebis<br />
zemoqmedeba da dataceba.<br />
tvirTis momxmareblamde dauzianeblad mitanas emsaxureba<br />
iunitizaciis da konteinerizaciis koncefciebic. iunitizacia<br />
gulisxmobs tvirTis yovel partiaSi rac SeiZleba<br />
meti sasaqonlo erTeulis Setanas, rac gadazidvis xarjebs<br />
amcirebas. saqonlis dauzianeblad transportirebisTvis<br />
Cveulebriv iyeneben xis yuTebs. konteinerizacia, SeiZleba<br />
iTqvas, aris iunitizacia ufro farTo masStabiT, e.i ramdenime<br />
iunitizebuli sasaqonlo partiis gaerTianeba.<br />
259
260<br />
Tavi 12. sacalo da sabiTumo vaWroba<br />
<strong>marketingis</strong> sistemaSi<br />
12.1. sacalo vaWroba<br />
sacalo vaWroba aris saqonelmoZraobis (win wawevis)<br />
damamaTavrebeli stadia, romlis meSveobiTac saqoneli<br />
mis uSualo momxmarebels mieyideba individualuri da<br />
koleqtiuri moTxovnilebebis dasakmayofileblad. sacalo<br />
vaWrobis rgolis gavliT saqoneli wyvets moZraobas<br />
mimoqcevis sferoSi da gadadis moxmarebis sferoSi.<br />
sacalo vaWroba SeiZleba ganxorcieldes maRaziaSi,<br />
quCaSi, momxmareblis binaze. saqonlis sacalod gayidvis aqti<br />
imis maCvenebelia, rom Seqmnili produqti sazogadoebam<br />
aRiara, e.i. misi samomxmareblo Tvisebebi Seafasa dadebiTad.<br />
saqoneli uSualo momxmarebelze SeiZleba gaiyidos<br />
mwarmoebel, sabiTumo da sacalo savaWro sawarmoebidan.<br />
magram saqonlis sacalod gayidva umeteswilad sacalo savaWro<br />
sawarmoebidan xorcieldeba. isini arian Suamavali sawarmoebi,<br />
romelTa ZiriTadi funqcia saqonlis mwarmoeblidan<br />
uSualo momxmareblamde dayvanaa yidva-gayidvis gziT.<br />
sacalo vaWrobaSi ZiriTadi rgolia savaWro sawarmo,<br />
romelic arsebobs maRaziis saxiT, aris iuridiuli piri,<br />
sargeblobs gansazRvruli uflebebiT da asrulebs garkveul<br />
movaleobebs.<br />
maRaziebs ajgufeben momxmareblebisTvis SeTavazebuli<br />
sasaqonlo asortimentis, fasze damokidebulebis, savaWro<br />
momsaxurebis moculobisa da sakuTrebis mixedviT.<br />
momxmareblebisTvis SeTavazebuli sasaqonlo asortimentis<br />
Sesabamisad ganviTarebul qveynebSi gamoiyofa maRaziaTa<br />
mravali tipi, romelTa Soris ZiriTadia: specializebuli<br />
maRazia, univermaRi, supermarketi, yoveldRiuri moTxovnis<br />
saqonlis maRazia, supermaRazia.<br />
specializebuli maRaziebi momxmareblebs sTavazoben<br />
viwro asortimentis saqonels. aseTia tansacmlis, fexsacmlis,<br />
wignebis, yvavilebis, avejis, da a.S. maRaziebi. arsebobs<br />
viwrospecializebuli maRaziebic. magaliTad, mamakacis an<br />
qalis tansacmlis maRaziebi miekuTvneba maRaziebs SezRuduli<br />
asortimentiT, xolo mamakacis perangebiT, an qalis ka-
ebiT movaWre maRaziebi viwrospecializebul maRaziebs.<br />
amerikeli specilistebis erTi nawilis azriT, momavalSi<br />
qveyanaSi gaizrdeba viwrospecializebuli maRaziebis raodenoba.<br />
aseT maRaziebs bazris segmentaciis upiratesobebis<br />
gamoyenebis didi SesaZleblobebi aqvT. specializebuli ma-<br />
Raziebi SeiZleba ekuTvnodeT damoukidebel movaWreebs, an<br />
kidev Sediodnen specializebul maRaziaTa qselSi.<br />
univermaRebi momxmareblebs sTavazoben ramdenime arasasursaTo<br />
sasaqonlo jgufs: saqonels, tansacmels, fexsacmels,<br />
saojaxo saqonels, parfiumerias. sxvadasxva saxis saqoneli<br />
iyideba specializebul seqciebSi. istoriulad pirveli<br />
univermaRi iyo bon marSe, romelic parizSi 1852 wels<br />
daarsda.<br />
supermarketi sakmaod msxvili savaWro dawesebulebaa,<br />
romelSic moqmedebs SedarebiT mcire savaWro daricxva da<br />
romelic momxmarebels sTavazobs farTo asortimentis sasursaTo<br />
saqonels, kerZod, kvebis produqtebs, agreTve sarecx<br />
saSualebebs da saojaxo saqonels. supermarketebi, ZiriTadad,<br />
erTiandebian erTian qselSi, Tumca SeiZleba isini<br />
kerZo mflobelsac ekuTvnodes. supermarketSi saqoneli<br />
iyideba TviTmomsaxurebis meTodiT.<br />
yoveldRiuri moTxovnis saqonlis maRaziebi ganlagebulia<br />
sacxovrebel raionebSi. isini momxmareblebs sTavazoben<br />
saqonlis viwro asortiments da muSaoben gamosasvleli<br />
dRis gareSe. am tipis maRaziebSi iyideba garkveuli saxis, advilad<br />
realizebadi saqoneli umniSvnelod momatebul fasebSi.<br />
supermaRazia Zalian didi maRaziaa. misi mizania momxmarebelTa<br />
moTxovnilebebis dakmayofileba sasursaTo da<br />
arasasursaTo saqonlis gafarToebul asotimentze. aseTebia<br />
supercentrebi da hipermarketebi.<br />
fasze damokidebulebiT ganasxvaveben Semcirebuli fasebiT<br />
movaWre maRaziebs, maRazia-sawyobebs da katalogebiT<br />
movaWre maRaziebs.<br />
Semcirebuli fasebiT movaWre maRaziebi momxmarebels<br />
standartul saqonels sTavazoben xelsayrel fasSi. amis safuZveli<br />
savaWro daricxvis Semcireba da gayidvis moculobis<br />
gazrdaa. Semcirebuli fasebiT movaWre maRazia yovel-<br />
Tvis xelsayrel fasSi yidis saqonels samamulo warmoebis<br />
saqonlis xarjze da ara saqonlis mdare xarisxis gamo.<br />
261
maRazia-sawyobebis mizania didi moculobis saqonlis<br />
gayidva xelsayrel fasebSi. aseTi vaWrobis yvelaze gavrcelebuli<br />
saxea avejis maRazia-sawyobebi.<br />
ganviTarebul qveynebSi gavrcelelbulia katalogebiT<br />
movaWre maRaziebi-sademonstracio darbazebi. momxmareblebs<br />
katalogebis miReba SeuZliaT sademonstracio<br />
darbazebSi an fostiT. katalogSi mocemulia sapreiskuranto<br />
fasi yoveli nakeTobisaTvis da misi fasi fasdaklebis<br />
Semdeg. momxmarebels saqonelze SekveTis micema SeuZlia telefoniTac,<br />
Sin mitanis Tanxis gadaxdiT.<br />
savaWro momsaxurebis moculobis mixedviT gamoyofen<br />
TviTmomsaxurebis, SezRuduli momsaxurebis da sruli momsaxurebis<br />
maRaziebs.<br />
TviTmomsaxurebis maRaziebSi saqonels yidulobs momxmarebelTa<br />
is kategoria, romelsac surs fulis dazogva da<br />
romelic sakuTari surviliT asrulebs saqonlis yidvasTan<br />
dakavSirebul savaWro operaciebs. amis gamo am tipis maRaziebSi<br />
fasebi SedarebiT xelsayrelia. SezRuduli momsaxurebis<br />
maRaziebSi TviTmomsaxurebis maRaziebTan SedarebiT<br />
ufro farTo asortimentis saqonliT vaWroben. am saqonlis<br />
SesaZenad momxmareblis sWirdeba saTanado informaciis informaciis<br />
miwodeba, ris gamoc fasebi SedarebiT izrdeba.<br />
sruli momsaxurebis maRaziebSi momxmareblebs daxmarebas<br />
sTavazoben yidvis procesis yvela etapze. aseTebia specializebuli<br />
maRaziebi da pirveli klasis univermaRebi. am tipis<br />
maRaziebSi saqonlis gayidvasTan dakavSirebuli didi xarjebis<br />
gamo fasebic gazrdilia.<br />
savaWro momsaxurebis xasiaTis mixedviT gamoyofen<br />
stacionalur, moZrav da saamanaTo qsels.<br />
yvelaze farTod gavrcelebulia stacionaluri savaWro<br />
qseli, romelic moicavs maRaziebs, jixurebs, savaWro avtomatebs.<br />
moZrav savaWro qsels miekuTvneba avtofardulebi,<br />
romlebSic iyideba rogorc sasursaTo, ise arasasursaTo<br />
saqoneli.<br />
saamanaTo qseli momxmarebels saSualebas aZlevs mis-<br />
Tvis saWiro saqoneli SeiZinos SekveTis safuZvelze. Sekve-<br />
Tis micema SeiZleba fostiT, telefoniT, specializebuli<br />
organizaciebis meSveobiT. am wesiT iyideba wignebi, sakancelario<br />
da zogierTi sxva saqoneli.<br />
262
sabazro ekonomikis mqone qveynebSi sacalo savaWro<br />
qseli sakuTrebis formebis mixedviT ZiriTadad warmodgenilia<br />
Semdegi saxeebiT:<br />
1. damoukidebeli savaWro sawarmo;<br />
2. korporaciuli qseli;<br />
3. sacalod movaWre kooperativi;<br />
4. momxmarebelTa kooperativi;<br />
5. frenSaizinguli organizacia;<br />
6. sacalo konglomerati.<br />
sakuTrebis yvelaze ufro gavrcelebuli formaa damoukidebeli<br />
savaWro sawarmo. am SemTxvevaSi momxmareblebs<br />
emsaxureba erTi damoukidebeli maRazia, romlis mflobelic,<br />
ZiriTada, TviTon asrulebs savaWro operaciebs.<br />
korporaciuli qseli XX saukunis pirmSoa. am SemTxvevaSi<br />
erTiani kontrolis qveS imyofeba ori an meti savaWro<br />
dawesebuleba, romlebic yidian analogiuri asortimentis<br />
saqonels, aqvT saqonlis Sesyidvis da gasaRebis erTiani sistema.<br />
xSirad korporaciul qselSi Semaval maRaziebs aqvT<br />
erTnairi arqiteqturuli gaformeba. maRaziaTa savaWro<br />
asortimentis gansazRvra, msxvili SekveTebis wardgena, ma-<br />
Raziebs Soris saqonlis ganawileba, fasebis politika da<br />
sxva, yvela maRaziisTvis savaldebulo RonisZiebebi, wydeba<br />
Stab-binaSi.<br />
korporaciul savaWro qsels damoukidebel savaWro<br />
sawarmosTan SedarebiT meti SesaZleblobebi aqvs saqonelbrunvis<br />
moculobisa da Semosavlebis gasadideblad. amis sa-<br />
Sualebas mas aZlevs didi raodenobis saqonlis Sesyidvis,<br />
saqonelze maqsimaluri daTmobebis miRebis, satransporto<br />
xarjebis Semcirebis, maRalkvalificiuri menejerebis daqiravebis,<br />
marTvis mowinave meTodebis mecnieruli damuSavebis,<br />
Tanamedrove organizaciuli struqturebis Camoyalibebis,<br />
sacalo da sabiTumo vaWrobis funqciebis gaerTianebis<br />
da sxva SesaZleblobebi. korporaciuli qselis yoveli obieqti<br />
saerTo mflobelobisa da kontrolis pirobebSi sargeblobs<br />
garkveuli damoukideblobiT, rac mkveTrad afar-<br />
Toebs adgilobrivi bazris Taviseburebebis gaTvaliswinebis<br />
da konkurentunarianobis amaRlebis SesaZleblobebs.<br />
momxmarebelTa kooperativi iqmneba maSin, roca moqalaqeebi<br />
fiqroben, rom maT vaWrobis muSakebi saTanadod ar<br />
emsaxurebian an saqonelze Zalian maRali fasebia. momxmare-<br />
263
elTa kooperativi moqalaqeTa fuladi Senatanebis safuZvelze<br />
Seqmnili gaerTianebaa, romlis saqmianobis saerTo mimarTulebas<br />
gansazRvravs maT mier arCeuli gamgeoba.<br />
frenSaizinguli organizacia xelSekrulebis safuZvelze<br />
privilegiebis mflobeli da mimRebi organizaciebis<br />
gaerTianebaa. privilegiebis mflobelebi SeiZleba iyvnen<br />
mwarmoeblebi, biTumad movaWre an momsaxurebis sferos organizaciebi,<br />
mimRebni ki saSualo da wvrili biznesmenebi.<br />
xelSekrulebiT gaTvaliswinebulia privilegiebis mflobelTa<br />
da mimRebTa ufleba-movaleobebi. xelSekrulebis Sesabamisad<br />
wvrili da saSualo biznesmenebi kisruloben privilegiebis<br />
mflobeli organizaciis produqciis gasaRebas.<br />
sacalo konglomerati aris Tavisufali firmebis korporacia,<br />
romelic sacalo vaWrobis araerTgvarovan sawarmoebs<br />
aerTianebs erTian mflobelobaSi marTvis funqciebis<br />
nawilobrivi integraciiT.<br />
momxmarebelTa momsaxurebis meTodis mixedviT gamoyofen<br />
TviTmomsaxurebiT, avtomatebiT, nimuSebiT da katalogebiT,<br />
winaswari SekveTebiT, saqonlis binaze mitaniT, Ria<br />
gamolagebiT movaWre maRaziebs.<br />
sacalo vaWrobis muSaobis Sedegebi damokidebulia menejerebis<br />
mier miRebul marketingul gadawyvetilebebze.<br />
maT Soris ZiriTadia:<br />
1) miznobrivi bazrebis SerCeva;<br />
2) sasaqonlo asortimentis da momsaxurebis kompleqsis<br />
dadgena;<br />
3) fasebis daweseba;<br />
4) saqonlis bazarze win wawevis meTodebis gansaz-<br />
Rvra;<br />
5) sawarmos adgilmdebareobis dadgena.<br />
sacalo savaWro sawarmo Tavis saqmianobas iwyebs miznobrivi<br />
bazrebis SerCeviT. es aris yvelaze mniSvnelovani<br />
marketinguli gadawyvetileba, romelzec damokidebulia <strong>marketingis</strong><br />
mimarTulebiT sawarmos mier miRebuli yvela sxva<br />
gadawyvetileba. gadawyvetilebebi unda Seesabamebodes miznobrivi<br />
bazris moTxovnebs. sawarmos <strong>marketingis</strong> samsaxuri<br />
regularulad unda swavlobdes miznobriv bazars, rom yovelTvis<br />
iyos darwmunebuli miRebuli gadawyvetilebebis<br />
264
sisworeSi. bazris SerCeva uSualod ukavSirdeba am bazridan<br />
savaraudod misaRebi mogebis sidides.<br />
rogorc praqtika aCvenebs, warmatebuli maRaziebi TavianT<br />
miznobriv bazaars sworad gansazRvraven da saTanado<br />
informaciasac awvdian. maRaziebi, romlebic cdiloben nebismieri<br />
kategoriis momxmareblis moTxovnis dakmayofilebas,<br />
sabolood, ver axerxeben efeqtianad funqcionirebas.<br />
sawarmos moqmedebis regionSi miznobrivi bazris Ser-<br />
Cevaze did gavlenas axdens, agreTve, konkurenciis done.<br />
sasaqonlo asortimentis gansazRvra Sedis merCendaizingis<br />
strategiaSi. am dros miiReba gadawyvetileba sasaqonlo<br />
asortimentSi Semaval jgufebsa da qvejgufebze. sawarmos<br />
saqmianobis efeqtianobisTvis didi mniSvneloba aqvs<br />
miznobrivi bazris moTxovnis Sesabamisi asortimentis Ser-<br />
Cevas, radgan sawarmo konkurentebs, pirvel rigSi, sasaqonlo<br />
asortimentiT upirispirdeba.<br />
mniSvnelovania, agreTve, swori gadawyvetilebis miReba<br />
momxmareblisTvis SeTavazebuli momsaxurebis kompleqsze,<br />
kerZod, saqonlis SefuTvaze, dadgma-damontaJebaze, gadake-<br />
Tebaze, Sin mitanaze da a.S. saWiroa momxmareblisTvis iseTi<br />
momsaxurebis SeTavazeba, romelic mocemul maRazias gamoarCevs<br />
konkurentebisgan upiratesobas moutons momxmareblis<br />
TvalSi. momsaxurebis saxeebis SerCeva damokidebulia<br />
saqonlis xasiaTze. cxadia, saqonlis lamazad da moxerxebulad<br />
SefuTva, saqonlis ukan dabrunebis procesis gaadvileba,<br />
gamyidvelebis konsultaciebi saqonlis gamoyenebaze da<br />
a.S. xels uwyobs momxmarebelTa mozidvasa da SenarCunebas.<br />
sacalo savaWro sawarmom aucileblad unda miiRos gadawyvetileba<br />
maRaziaSi Seqmnil atmosferoze, romelic ma-<br />
Raziis personalma unda Seusabamos miznobrivi momxmareblis<br />
gemovnebas. saWiroa, ise ganlagdes maRaziaSi savaWro<br />
danadgarebi da gamoifinos saqoneli, rom momxmarebelma<br />
SeZlos Tavisuflad moZraoba da saqonlis daTvaliereba.<br />
maRaziis personalma momxmareblis mimarT gamovlenili damokidebulebiT<br />
xeli unda Seuwyos saqonlis gayidvis process<br />
da saerTod sazogadoebaSi sawarmos Sesaxeb dadebiTi<br />
azris Camoyalibebas.<br />
sacalo savaWro sawarmoebis muSaobis Sedegebi pirdapir<br />
ukavSirdeba fasebis sidides. Sesyidvaze pasuxismgebelma<br />
muSakebma sacalo vaWrobis sawarmoebSi unda SeZlon sa-<br />
265
qonlis yidva da gayidva maTTvis momgebian pirobebSi. zogierT<br />
saqonelze saWiro xdeba mcire, zogierTze ki ufro didi<br />
daricxvebis daweseba. amasTan dakavSirebiT Tu ramdenad<br />
swor gadawyvetilebas miiReben sawarmos (firmis) menejerebi,<br />
damokidebulia maT kvalifikaciaze. amasTan, sacalo savaWro<br />
sawarmos xelmZRvanelobam unda SeZlos Znelad sarealizacio<br />
saqonlis Camofasebis Sesaxeb gadawyvetilebis<br />
droulad miReba.<br />
konkurentul brZolaSi mniSvnelovan rols asrulebs<br />
bazarze saqonlis win wawevis RonisZiebebis sworad SerCeva.<br />
momxmarebelTa mozidvis da maRaziis imijis Sesaqmnelad sacalo<br />
vaWrobas SeuZlia bevri xerxis gamoyeneba. sareklamo<br />
saSualebebi, gayidvis meTodebi, gasaRebis stimulirebis saxeebi,<br />
sazogadoebasTan urTierTobis saSualebebi SeirCeva<br />
miznobrivi bazris Taviseburebebis gaTvaliswinebiT.<br />
klientebis mozidvasa da konkurentunarianobis uzrunvelyofaSi<br />
did rols maRaziis adgilmdebareobis sworad<br />
SerCeva asrulebs. xSirad swored maRaziis adgilmdebareobazea<br />
damokidebuli misi warmateba an warumatebloba.<br />
obieqtis adgilmdebareobaze swori gadawyvetilebis miReba<br />
damokidebulia iseT faqtorebze, rogorebicaa saqonlis saxe,<br />
miznobrivi bazris xasiaTi, sawarmos finansuri SesaZleblobebi,<br />
maRaziis misadgomoba.<br />
266<br />
12.2. sabiTumo vaWroba<br />
saqonlis momxmareblamde gadaadgilebaSi (win wawevaSi)<br />
aqtiur rolas asrulebs sabiTumo vaWroba. igi Suamavalia,<br />
upirveles yovlisa, mwarmoebel da sacalo savaWro sawarmoebs<br />
Soris. sabiTumo vaWrobis myidvelebia, agreTve masobrivi<br />
kvebis sawarmoebi, samrewvelo sawarmoebi, saxelmwifo dawesebulebebi,<br />
saimporto organizaciebi. sabiTumo sawarmoebi<br />
saqonels, ZiriTadad, yiduloben msxvili partiobiT Semdgomi<br />
gayidvis mizniT. misi meSveobiT xorcieldeba rogorc<br />
samomxmareblo, ise sawarmoo daniSnulebis saqonlis gadaadgileba<br />
qveynis teritoriaze, riTac sabiTumo vaWroba<br />
mniSvnelovan rols asrulebs regionuli bazrebis formirebaSi.<br />
sabiTumo vaWrobis aucileblobas ganapirobebs mTeli<br />
rigi mizezebi, kerZod:
1) mcire da saSualo biznesis sawarmoebs finansuri<br />
resursebis arasakmarisi odenobis gamo ar SeuZliaT<br />
pirdapiri kavSiris damyareba momxmareblebTan<br />
da saWiroeben sabiTumo vaWrobis momsaxurebas;<br />
2) finansuri resursebis sakmarisi odenobiT arsebobis<br />
pirobebSic ki mwarmoeblebisTvis xSir SermTxvevaSi<br />
ufro momgebiani warmoebis gafarToebaa<br />
da ara sabiTumo qselis organizacia;<br />
3) mravalricxovan mwarmoeblebTan kavSiris damyarebas<br />
sacalo savaWro sawarmoebs xSirad urCevniaT saqonlis<br />
erTi mebiTume vaWrisagan Sesyidva;<br />
4) saqonlis realizaciaSi daspecialebul sabiTumo<br />
sawarmoebs mwarmoeblebTan SedarebiT ufro mokle<br />
droSi da naklebi danaxarjebiT SeuZliaT saqonlis<br />
gadaadgileba momxmareblebisken;<br />
5) saqonlis mwarmoebeli sawarmoebi, ZiriTadad, ganlagebulia<br />
momxmareblebisagan moSorebiT, ris gamoc<br />
isini sabiTumo savaWro sawarmoebis momsaxurebas<br />
saWiroeben.<br />
sabiTumo vaWroba sacalo vaWrobisgan gansxvavebiT<br />
nakleb yuradRebas uTmobs momxmarebelTa stimulirebas,<br />
vinaidan maTi momxmareblebi arian profesionalebi da mosaxleobis<br />
farTo fenebisgan gansxvavebiT naklebad eqvemdebarebian<br />
fsiqologiur zewolas.<br />
sabiTumo savaWro sawarmoTa momsaxurebis areali<br />
bevrad ufro farToa sacalo savaWro sawarmoebis momsaxurebis<br />
arealze. sabiTumo garigebebis moculobac aRemateba<br />
sacalo garigebebis moculobas.<br />
sabiTumo vaWroba, rogorc wesi, orientirebulia saqonlis<br />
Sesyidvasa da gasaRebaze.<br />
saqonlis Sesyidvaze orientirebuli sabiTumo sawarmoebi<br />
mravalricxovani wvrili sawarmosagan, magaliTad, sasoflo-sameurneo<br />
produqtebis mwarmoeblebisgan (fermerebisagan)<br />
mcire partiobiT yiduloben saqonels, ZiriTadad,<br />
nedleuls. am SemTxvevaSi sabiTumo sawarmoebs ar uWirT<br />
produqciis gasaReba, vinaidan mWidro kontaqti aqvT gadamamuSaveblebTan,<br />
an kidev produqts gasasaReblad gadascemen<br />
saqonelmoZraobis sxva donis arxs. yvela SemTxvevaSi, roca<br />
ama Tu im saxis saqonels awarmoebs mravalricxovani wvrili<br />
267
mwarmoebeli, ufro efeqtiania saqonlis realizacia mebi-<br />
Tume-Semsyidvelis gamoyenebiT.<br />
gasaRebaze orientirebuli sabiTumo vaWroba ar ugulebelyofs<br />
saqonlis Sesyidvis problemebs, radgan maszea<br />
bevrad damokidebuli gayidvis efeqtianoba, Tumca misTvis<br />
mTavari saqonlis gasaRebaa. am miznis misaRwevad is sistematurad<br />
zrunavs gasaRebis arsebuli arxebis SenarCunebasa da<br />
axali arxebis gamoZebnaze.<br />
sabiTumo vaWrobis ZiriTadi funqcia gamomdinareobs<br />
vaWrobis ZiriTadi funqciebidan da gamoixateba saqonlis<br />
momxmareblamde dayvanaSi. am dros sabiTumo vaWroba aqtiur<br />
zemoqmedebas axdens warmoebasa da momxmarebelze, moTxovnis<br />
Camoyalibebaze.<br />
ZiriTadi funqciis Sesruleba uzrunvelyofilia Semdegi<br />
qvefunqciebis SesrulebiT:<br />
1) saqonlis Sesyidva da momxmareblisTvis aucilebeli<br />
savaWro asortimentis Seqmna. amiT klienti Tavisufldeba<br />
zedmeti wvalebisa da xarjebisgan;<br />
2) transportireba;<br />
3) saqonlis Senaxva. sabiTumo sawarmoebis sawyobebSi<br />
saqonlis SenaxviT xarjebisgan Tavisufldebian mimwodeblebi<br />
da myidvelebi;<br />
4) saqonlis msxvili partiebis danawileba mcire partiebad,<br />
rac uadvilebs klientebs mis yidvas;<br />
5) gasaReba;<br />
6) klientebisa da mimwodeblebis dafinanseba. sabiTumo<br />
sawarmoebi, erTi mxriv, klientebs aZleven kredits,<br />
meore mxriv ki mimwodeblebs saqonlis miwodebaze<br />
SekveTas, romelic droulad anazRaurdeba;<br />
7) bazarze mimdinare movlenebsa da procesebze informaciis<br />
Segroveba da gadacema klientebisa da<br />
mimwodeblebisTvis;<br />
8) sacalo savaWro sawarmoebis sakonsultacio momsaxureba.<br />
sabiTumo savaWro sawarmoebi erTdroulad SeiZleba<br />
asrulebdnen yvela, erT an ramdenime funqcias, rac gansaz-<br />
Rvravs maT tips.<br />
268
sabiTumo vaWrobas axorcielebs mravali subieqti,<br />
romlebic TavianTi ZiriTadi saqmianobis da saqonelze sakuTrebis<br />
uflebis mixedviT SeiZleba daiyos 3 jgufad:<br />
1) produqciis mwarmoeblebi;<br />
2) damoukidebeli sabiTumo sawarmoebi da organizaciebi;<br />
3) agentebi da brokerebi(anu biTumad kerZo movaWreebi).<br />
produqciis mwarmoeblebi sabiTumo funqciebs asruleben<br />
am mizniT specialurad Seqmnili gasaRebis sabiTumo<br />
ganyofilebebisa da kantorebis meSveobiT. calkeul Sem-<br />
TxvevaSi gamoiyeneba gasaRebis regionuli filialebi, zogjer<br />
ki mwarmoebeli sawarmoebi Tavisi produqciisaTvis sawyobebs<br />
qmnian momxmarebel sawarmoebsa da organizaciebTan.<br />
saqonlis realizacia Suamavlebis gamoyenebis gareSe dReisaTvis<br />
farTodaa gavrcelebuli rogorc sawarmoo daniSnulebis,<br />
ise samomxmareblo saqonlis mwarmoebel dargebSi.<br />
mwarmoeblebsa da momxmareblebs Soris SeiZleba damyardes<br />
rogorc moklevadiani (erT wlamde), ise grZelvadiani pirdapiri<br />
kavSiri. Tanamderove pirobebSi, roca swrafad icvleba<br />
saqonlis asortimenti, xelsayrelia moklevadiani kav-<br />
Sirebi mwarmoeblebsa da myidvelebs Soris, magram xSirad<br />
ufro mizanSewonilia grZelvadiani saxelSekrulebo kontaqtebi,<br />
gansakuTrebiT ki maSin, roca saqme exeba sawarmoo<br />
daniSnulebis saqonels. pirdapiri grZelvadiani kavSirebis<br />
pirobebSi mxareebi Tavisufldebian xelSekrulebis yovelwliurad<br />
Sedgenisa da gaformebisagan, magram uwevT saqonlis<br />
asortimentis da miwodebis vadebis periodulad dazusteba.<br />
damoukidebel sabiTumo savaWro sawarmoebsa da organizaciebs<br />
sxvadasxva qveyanaSi aqvT sxvadasxva saxeli: sabi-<br />
Tumo firmebi, sabiTumo bazebi, saSuamavlo kompaniebi, mebi-<br />
Tume distributorebi, joberebi, mommaragebeli saxlebi da<br />
sxva, magram maTi arsi erTia. isini Suamavlebia mwarmoebel<br />
sawarmoebsa da mravalricxovan momxmareblebs Soris. sabi-<br />
Tumo vaWrobis myidvelebi saqonels yiduloben Semdgomi gayidvis<br />
mizniT. amasTan, sabiTumo sawarmoebi da organizaciebi<br />
saqonels yidian, agreTve, mis uSualo momxmareblebze. am<br />
SemTxvevaSi saqme exeba sawarmoo daniSnulebis saqonels. Suamavlis<br />
rolis Sesrulebis SesaZleblobas sabiTumo sawar-<br />
269
moebsa da organizaciebs aZlevs sasawyobo Senoba-nagebobebi,<br />
maTSi gamoyenebuli teqnologiuri mowyobilobebi, amwesatransporto<br />
saSualebebi. isini SeiZleba iyos rogorc sakuTari,<br />
ise ijariT aRebuli.<br />
damoukidebeli sabiTumo sawarmoebi da organizaciebi<br />
momxmareblebisaTvis aRmoCenili momsaxurebis donis mixedviT<br />
aris ori saxis: sruli da arasruli, an SezRuduli sabi-<br />
Tumo momsaxurebis.<br />
sruli momsaxurebis sabiTumo sawarmoebi da organizaciebi<br />
srulad asruleben sabiTumo vaWrobis funqciebs, ker-<br />
Zod, uzrunvelyofen saqonlis momxmareblebisTvis miwodebas,<br />
qmnian da inaxaven gansazRvruli asortimentis saqonlis<br />
marags, aZleven klientebs kreditebs, awvdian maT sxvadasxva<br />
saxis informacias da uweven konsultaciebs, riTac exmarebian<br />
saqonlis realizaciis procesis marTvaSi. sruli momsaxurebis<br />
sabiTumo sawarmoebi arsebobs biTumad movaWre<br />
firmebis (sabiTumo firmebi) da sawarmoo daniSnulebis saqonlis<br />
distributorebis saxiT: sruli momsaxurebis sabi-<br />
Tumo sawarmoebs xSirad dargobriv distributorebsac uwodeben.<br />
isini vaWroben CarxebiT, teqnikuri momsaxurebisaTvis<br />
saWiro masalebiT, damxmare mowyobilobebiT. sabiTumo<br />
firmebi saqonels, ZiriTadad, yidian sacalo savaWro sawarmoebze,<br />
distributoruli firmebi ki upiratesad mwarmoeblebze.<br />
sruli momsaxurebis sabiTumo firmebi erTmaneTisgan,<br />
ZiriTadad, saqonlis asortimentiT gansxvavdeba. praqtikaSi<br />
gvxvdeba Sereuli da SezRuduli asortimentiT movaWre<br />
sabiTumo firmebi, Sereuli asortimentiT biTumad movaWre<br />
firmebi. Sereuli asortimentiT biTumad movaWre firmebi<br />
saqonliT amarageben Sereuli asortimentiT movaWre sacalo<br />
savaWro sawarmoebs, agreTve, viwrospecializebul sacalo<br />
vaWrobas. SezRuduli asortimentiT movaWre sabiTumo<br />
sawarmoebi, rogorc wesi, vaWroben erTi an ori asortimentuli<br />
jgufiT, romelSic siRrmiseulad aris warmodgenili<br />
masSi Semavali saqonlis saxeebi da saxesxvaobebi. aseTia,<br />
magaliTad, wamlebiT movaWre sabiTumo firmebi. arsebobs,<br />
agreTve, viwrospecializebuli sabiTumo firmebi, romlebic<br />
yidian mxolod ama Tu im saqonlis asortimentul jguf-<br />
Si Semavali saqonlis nawils. aseT firmebs miekuTvneba, magaliTad,<br />
samkurnalo kvebis produqtebiT movaWre mebiTumeebi.<br />
270
msoflioSi gavrcelebulia arasruli momsaxurebis bi-<br />
Tumad movaWre sawarmoebis Semdegi ZiriTadi saxeebi:<br />
1) naRdi angariSze saqonlis biTumad movaWre sawarmoebi<br />
`gadaixade da waiRe” tipis. isini asruleben bevr<br />
sabiTumo funqcias da emsaxurebian mcire zomis ma-<br />
Raziebs, romelTac TviTon miaqvT saqoneli savaWro<br />
qselSi. am tipis sabiTumo sawarmoebi ar afinanseben<br />
sacalo vaWrobas. isini gavrcelebulia, magaliTad,<br />
did britaneTSi;<br />
2) biTumad movaWre komivoiaJorebi, e.w. manqanis joberebi.<br />
isini yidian malfuWebad saqonels (puri, tkbileuli),<br />
romelic TviTon miaqvT savaWro qselSi,<br />
kerZod, supermarketSi, masobrivi kvebis obieqteb-<br />
Si, mcire zomis sasursaTo maRaziebSi;<br />
3) mebiTume organizatorebi. isini Suamavlis rolSi<br />
gamodian mwarmoebelsa da myidvels Soris dargebSi,<br />
romlebSic inergeba vaWroba taris gareSe. mebiTume<br />
organizatorebs ara aqvT saqonlis maragi. isini<br />
verc ki xedaven xSirad am saqonels. aseTi wesiT xdeba,<br />
magaliTad, xe-tyis, qvanaxSiris realizacia. mebiTume-organizatori<br />
myidvelebisgan SekveTebis<br />
miRebisTanave eZebs mwarmoeblebs, romlebic saqonels<br />
gaugzavnian uSualod myidvelebs miwodebis<br />
gansazRvruli pirobebiT. mTeli pasuxismgebloba<br />
SekveTis miRebis momentidan tvirTis miwodebamde<br />
ekisreba mebiTume-organizators;<br />
4) mebiTume-konsignantebi. am SemTxvevaSi kvebis produqtebiT<br />
movaWre sacalo-savaWro obieqtebi maragdeba<br />
arasasursaTo saqonliT, kerZod, wamlebiT, sa-<br />
TamaSoebiT, wignebiT da a.S mebiTume-konsignantebis<br />
mier. saqoneli gayidvamde mebiTume-konsignantis<br />
sakuTrebaa. maT sakuTari xarjebiT SeaqvT saqoneli<br />
savaWro qselSi, amontaJeben stelaJebs saqonlis<br />
dasawyobad, aweseben masze fasebs da gayidvis<br />
SemTxvevaSi awarmoeben angariSsworebas savaWro<br />
obieqtis xelmZRvanelobasTan: Tavisi saqonlis gayidvis<br />
interesebidan gamomdinare mebiTume konsignantebi<br />
afinanseben xolme savaWro obieqtebs;<br />
271
5) soflis meurneobis produqtebis mwarmoebeli da<br />
gamsaRebeli kooperativebi. isini produqtebs yidian<br />
adgilobriv bazrebze da miRebul Semosavals<br />
wlis bolos anawileben kooperativis wevrebs Soris.<br />
6) saqonlis fostis meSveobiT gamyidveli sawarmoebi<br />
anu amanaTebiT biTumad movaWreni. isini klientebs<br />
ugzavnian katalogebs, romlis safuZvelzec maTgan<br />
iReben SekveTebs fostiT an telefoniT. SekveTili<br />
saqoneli myidvelebs fostiT, satvirTo avtomobiliT<br />
da sxva saxis transportiT egzavnebaT. am wesiT<br />
iyideba saiuveliro saqoneli, kosmetikuri nawarmi,<br />
galanterea, sportuli saqoneli da sxva.<br />
brokerebi da agentebi damoukidebeli sabiTumo sawarmoebisa<br />
da organizaciebisagan gansxvavebiT ar arian saqonlis<br />
mesakuTreni. maTi mTavari funqcia Suamavlobaa myidvelebsa<br />
da gamyidvelebs Soris. brokerebi da agentebi muSaoben<br />
sakomisio gasamrjeloze. maTi daspecialeba xdeba saqonlis<br />
an klientebis saxis mixedviT.<br />
brokeris ZiriTadi amocana myidvelisa da gamyidvelis<br />
erTmaneTTan dakavSireba da molaparakebis organizacia..<br />
brokeri ar monawileobs garigebaTa dafinansebaSi da Tavis<br />
Tavze ar iRebs pasuxismgeblobas molaparakebis Sedegebze.<br />
brokers gasamrjelos uxdis is, vinc daiqirava. rogorc wesi,<br />
konkretul SemTxvevaSi brokeri gamoxatavs an myidvelis<br />
an gamyidvelis da araviTar SemTxvevaSi orive mxaris interesebs.<br />
brokerebs, romlebic erTmaneTTan akavSireben adgilobriv<br />
mewarmeebsa da sazRvargareTel myidvelebs, uwodeben<br />
saeqsporto brokerebs. brokerebi saqmianoben iseT sferoebSi,<br />
romlebSic myidvelebi da gamyidvelebi arian mravalricxovani.<br />
aseTi, sferoebia, magaliTad uZravi qonebiT<br />
vaWroba, dazRveva.<br />
brokerisagan gansxvavebiT agenti myidveli an gamyidvelia<br />
bazarze xangrZlivi drois manZilze. ganasxvaveben saqonlis<br />
mwarmoeblis agents, gasaRebis sruluflebian<br />
agents, saqonlis Semsyidvelis agents, sakomisio sawyisebze<br />
momuSave agents.<br />
yvelaze mravalricxovanni arian mwarmoeblis agentebi.<br />
isini erTdroulad urTierTSemavsebeli sasaqonlo jgufebis<br />
warmomadgenlebia bazarze da dadebuli xelSekrulebis<br />
272
safuZvelze asaReben maT produqcias. am tipis agentebi<br />
mwarmoeblebs uTanxmdebian fasze, saqmianobis teritoriebze,<br />
miwodebis procesSi gasawevi momsaxurebis saxeebze, SekveTebis<br />
marTvis proceduraze, sagarantio pirobebze, sakomisio<br />
gasamrjelos sidideze. mwarmoeblis agentebi, kargad<br />
icnoben ra maT sasaqonlo asortiments da urTierToba aqvT<br />
ra mravalricxovan myidvelebTan, swrafad yidian saqonels.<br />
mwarmoeblis agentebis didi nawili wvrili savaWro sawarmoebia.<br />
maT qiraoben rogorc wvrili mewarmeebi ise msxvili<br />
firmebi. wvril mewarmeebs SezRuduli finansuri resursebi<br />
ar aZlevs saSualebas StatSi hyavdeT sakuTari gamyidvelebi<br />
da iZulebulni arian isargeblon agentebis momsaxurebiT.<br />
msxvil firmebs agentebi sWirdebaT axali bazrebis asaTviseblad,<br />
agreTve, arsebul bazrebze ufro Rrmad SesaRwevad. mwarmoeblis<br />
agentebis daxmarebiT iyideba, magaliTad, tansacmeli,<br />
aveji, saojaxo saqoneli.<br />
gasaRebis sruluflebian agentebs iyeneben is mwarmoeblebi,<br />
romelTac ar surT saqonlis damoukideblad gasa-<br />
Reba, ZiriTadad, gamoucdelobis gamo. maTi saqmianoba ar<br />
izRudeba teritoriuli sazRvrebiT. gasaRebis srulyflebiani<br />
agentebi arsebiT gavlenas axdenen fasebis sidideze,<br />
gayidvis vadebsa da pirobebze. aseTi agentebi pasuxismgebelni<br />
arian mocemuli sawarmos marketingul saqmianobaze,<br />
sargebloben ra misi struqturuli qvedanayofis uflebiT..<br />
gasaRebis sruluflebian agentebs iyeneben, magaliTad, qvanaxSiris,<br />
Sxam-qimikatebis mwarmoebeli sawarmoebi.<br />
Sesyidvis agentebi aformeben grZelvadian xelSekrulebebs<br />
Tavis myidvelebTan da yiduloben maTTvis saWiro saqonels<br />
xelSekrulebebis Sesabamisad. Sesyidvis agentebs saqonlis<br />
yidvis procesSi uwevT misi xarisxis Semowmeba, sawyobebSi<br />
Senaxva da daniSnulebis adgilamde mitana, momxmareblis<br />
informaciiT uzrunvelyofa.<br />
sakomisio sawyisebze momuSave agenti muSaobs moklevadiani<br />
SeTanxmebis safuZvelze. is mwarmoeblisagan saqonels<br />
iRebs fizikurad da yidis misTvis misaReb fasSi. fasi, rogorc<br />
wesi, aRemateba mwarmoeblisTvis asanazRaurebeli fasis<br />
minimalur dones. fasebSi sxvaoba mebiTume komisioneris<br />
Semosavalia. am wesiT iyideba, ZiriTadad, sasoflo-sameurneo<br />
produqcia.<br />
273
sabiTumo vaWrobis organizaciul formebs miekuTvneba,<br />
agreTve, auqcionebi. saqoneli auqcionze iyideba rogorc<br />
msxvili partiobiT, ise calobiT. gamyidvelis rolSi<br />
gamodian an saqonlis mesakuTreni an Suamavlebi.<br />
sabirJo vaWrobac mniSvnelovan rols asrulebs sabi-<br />
Tumo vaWrobaSi. sasaqonlo birJebze garigebebs deben brokerebis<br />
daxmarebiT. saqoneli myidvels miewodeba dadebuli<br />
garigebebis Sesabamisad. bazris subieqtebs Soris sabiTumo<br />
vaWroba xorcieldeba bazrobebzec.<br />
biTumad movaWre sawarmoebi marketingul gadawyvetilebebs<br />
iReben miznobriv bazarTan, <strong>marketingis</strong> kompleqsis<br />
elementebTan da sawarmos adgilmdebareobasTan dakavSirebiT.<br />
sabiTumo savaWro sawarmoebma aucileblad unda gansazRvron<br />
TavianTi miznobrivi bazari, radgan, ZiriTadad,<br />
Znelia ramdenime biznesmomxmareblis erTdroulad momsaxureba.<br />
miznobrivi bazari SeiZleba SeirCes sxvadasxva niSnis,<br />
magaliTad, sididis mixedviT. saWiroebis SemTxvevaSi sabiTumo<br />
sawarmoebma uari unda Tqvan maTTvis naklebad momgebian<br />
biznesmomxmareblebze da maTi SenarCunebis mizniT<br />
unda daamyaron ufro mWidro kontaqti SedarebiT momgebian<br />
klientebTan.<br />
metad mniSvnelovania swori gadawyvetilebis miReba sasaqonlo<br />
asortimentze da biznesmomxmareblisaTvis SesaTavazebeli<br />
momsaxurebis saxeebze. mebiTumeebi unda Seecadon,<br />
rom sasaqonlo asortimenti maqsimalurad Seesabamebodes<br />
biznesmomxmareblis moTxovnebs. amasTan maT unda izrunon<br />
ufro momgebiani sasaqonlo asortimentis Sesaqmnelad. mebi-<br />
Tume vaWrebma biznesmomxmareblebs unda SesTavazon maT-<br />
Tvis maqsimalurad xelsayreli momsaxurebis saxeebi.<br />
mebiTumeTa efeqtianad muSaobis mniSvnelovani faqtori<br />
sworad ganxorcielebuli faswarmoqmnis procesia. Sesyidvisa<br />
da gayidvis fasebs Soris arsebulma sxvaobam aucileblad<br />
unda dafaros sabiTumo savaWro sawarmos xarjebi<br />
da moitanos mogeba. amisTvis saWiroa saqonlis mwarmoeblisgan<br />
SeRavaTian fasSi yidva, rac mas saqonlis aseve SeRavaTian<br />
fasSi gayidvis saSualebas miscems. amiT gaizrdeba gayiduli<br />
saqonlis odenoba da miRebuli mogebis sidide.<br />
mebiTume vaWarTa umetesoba nakleb yuradRebas uTmobs<br />
bazarze saqonlis win wawevis RonisZiebebis gamoyenebas. am mi-<br />
274
marTulebiT ganxorcielebuli RonisZiebebi, ZiriTadad, Sem-<br />
TxveviTi xasiaTisaa. aseTi midgoma arasworia. momxmareblebis-<br />
Tvis informaciis miwodeba da imijis Seqmna mebiTumeebs iseve<br />
sWirdebaT rogorc mwarmoeblebs.<br />
sabiTumo sawarmoebis efeqtianad funqcionirebisTvis<br />
aucilebelia adgilis sworad SerCeva da misi Tanamedrove mowyobilobebiT<br />
aRWurva. am mimarTulebiT miRebuli gadawyvetilebebiT<br />
unda Semcirdes saqonlis gadaadgilebis da Senaxvis<br />
xarjebi biznesmomxmareblebis momsaxurebis maRali xarisxis SenarCunebis<br />
pirobebSi.<br />
275
Tavi 13. marketingi sabanko da sadazRvevo<br />
saqmianobaSi da fasiani qaRaldebis<br />
bazarze<br />
276<br />
13.1. sabanko marketingi<br />
sabanko marketingi warmoadgens sabanko saqmis marTvis<br />
(menejmentis) mniSvnelovan Semadgenel nawils, romelic gulisxmobs<br />
saqmianobas rogorc mTlianad kapitalis bazarze,<br />
aseve mis calkeul seqtorebSi (segmentebSi): sabanko sfero-<br />
Si, sakredito sistemaSi, fasiani qaRaldebis bazarze mimdinare<br />
procesebis aRricxvasa da Seswavlas. sabanko <strong>marketingis</strong><br />
mTavari amocanaa kapitalis bazarze, e. i. uSualod sakredito-safinanso<br />
moqmedebis sferoSi, gansakuTrebiT sabanko<br />
seqtorSi da fasiani qaRaldebis bazarze (pirveladi bazris,<br />
meoradi — safondo birJis da arasabirJo e. w. quCis bazris<br />
CaTvliT) mimdinare procesebis analizi. es aucilebelia<br />
bankebis xelmZRvanelobisTvis, rom miRebul iqnes operatiuli<br />
gadawyvetilebebi, romlebic mimarTulia uwinares yovlisa<br />
sabanko saqmianobis gafarToebasa da Sesabamisad mogebis<br />
gadidebaze.<br />
maSasadame, sabanko <strong>marketingis</strong> mizania kapitalis bazris<br />
moTxovnebTan adaptaciis (Seguebis) aucilebeli pirobebis<br />
Seqmna, bazris Seswavlis RonisZiebaTa sistemis damuSaveba,<br />
konkurentunarianobisa da rentabelobis (mogebianobis)<br />
amaRleba.<br />
sabanko <strong>marketingis</strong> ZiriTadi funqciebia:<br />
� kapitalis bazarze da mis calkeul segmentebSi,<br />
romlebic sainteresoa bankebisTvis, moTxovnis Seswavla;<br />
� saprocento politikis analizi da Seswavla, reklama;<br />
� bankis pasivebisa da aqtivebis gafarToeba;<br />
� sabanko saaqmianobis dagegmvis sistemis damuSaveba;<br />
� klientis momsaxurebis organizacia.<br />
rogorc wesi, banki kapitalis bazris, misi moculobis<br />
cvlilebebis, momxmarebelTa qcevis Seswavlis, teritoriaze<br />
obieqtebis socialur-fsiqologiur TaviseburebaTa aRricxvis<br />
analizis safuZvelze adgens saxsrebis (anabrebis,
depozitebis) mozidvis da kreditebis (sesxebis) gacemis<br />
programas. am azriT banki valdebulia gansazRvros konkretuli<br />
marketinguli strategiis saerTo principebi da bazris<br />
dauflebis (dapyrobis) konkretuli wesebi. aseTi strategiiT<br />
unda ixelmZRvanelos bankis yvela qvedanayofma. am<br />
pirobebSi dgeba bankis saqmianobis intensifikaciis amocana<br />
damatebiTi momsaxurebis sistemis Seqmnis, klientebisTvis<br />
sxvadasxva SeRavaTebisa da premiebis SeTavazebis, reklamirebis<br />
(maT Soris prestiJuli reklamis warmarTvis, romelic<br />
xels uwyobs bankisa da misi saqmianobis Sesaxeb kargi imijis<br />
Seqmnas) gziT.<br />
<strong>marketingis</strong> farTo gamoyenebisa da kapitalis bazris<br />
analizis, agreTve Sesabamisi strategiis damuSavebis magaliTi<br />
iyo umsxvilesi amerikuli komerciuli bankis `benk of<br />
amerikas~ politika gasuli saukunis 50-60-ian wlebSi. bazarze<br />
misi strategiis Tavisebureba aris is, rom bankma mTavari<br />
yuradReba gaamaxvila wvrili anabrebis miRebasa da wvrili<br />
meanabreebis mozidvaze, razec uars ambobda bevri amerikuli<br />
komerciuli banki. amis Sedegad `benk of amerikam~ Tavisi<br />
finansuri siZlieriT im dros daikava wamyvani mdgomareoba<br />
aSS komerciul bankebs Soris, romelTa raodenoba aRwevda<br />
12 aTass. 1 motanili magaliTi mowmobs imas, rom bankebma unda<br />
gaiTvaliswinon anabrebis gadidebis nebismieri SesaZlebloba,<br />
vinaidan es Tavis mxriv afarToebs maT sakredito potencials.<br />
sabanko <strong>marketingis</strong> meore mniSvnelovani mxarea klientis<br />
(msesxeblis) finansuri mdgomareobis Sefaseba gasul periodSi,<br />
agreTve perspeqtivaSi, e. i. bankis mier gacemuli<br />
kreditis moqmedebis periodSi. es Tanabrad Seexeba rogorc<br />
iuridiul, aseve fizikur pirebs. swavlobs ra bazars, bankma<br />
winaswar unda ganWvritos msesxeblis momavali mdgomareoba<br />
(prognozi) da gaiTvaliswinos saerTo ekonomikuri viTareba<br />
qveyanaSi; agreTve mxedvelobaSi unda iqnes miRebuli sxvadassxva<br />
SemTxveviTi garemoeba gacemuli kreditis dafarvis<br />
SesaZleblobis garkvevis mizniT. magram amasTanave yvelaferi<br />
ar SeiZleba daeqvemdebaros Sefasebas. magaliTad, dasavleTis<br />
wamyvani qveynebis sabanko seqtorma ver SeZlo gasuli<br />
1<br />
marketingi. saxelmZRvanelo a. n. romanovis red., moskovi, 1996, gv.<br />
486 (rusul enaze).<br />
277
saukunis 70-80-iani wlebis didi ekonomikuri depresiis gan-<br />
Wvreta (prognozi), kerZod saTbob-energetikuli, savaluto-safinanso<br />
krizisis, stagfliaciis miaxloeba da gamwvaveba.<br />
rogorc wesi, klientTa kreditunarianobis analizs<br />
akeTebs bankis sakredito ganyofileba, romelic axorcielebs<br />
klientebis Sesaxeb infromaciis Segrovebas, damuSavebas<br />
da analizs, mis ganzogadoebasa da Senaxvas, xolo saboloo<br />
gadawyvetilebas Rebulobs bankis xelmZRvaneloba (gamgeoba)<br />
an e. w. sasesxo komiteti.<br />
klientis kreditunarianobis analizisas banki xelmZRvanelobs<br />
Semdegi ZiriTadi faqtorebiT: msesxeblis unarianoba,<br />
reputaciia, kapitalis arseboba, uzrunvelyofis done, ekonomikuri<br />
koniunqturis mdgomareoba. klientis uunaroba<br />
vlindeba firmis (kompaniis) an sawarmos wesdebasTan, debulebebTan<br />
gacnobiT, romlebic gansazRvraven ama Tu im pirebis<br />
uflebamosilebas gamovidnen kompaniis an sawarmos saxeliT.<br />
am pricipis safuZvelze bankebi moiTxoven firmis direqtorTa<br />
sabWos wevrebis mier xelmowerili gadawyvetilebis<br />
warmodgenas, romelic adasturebs sesxis aRebis uflebas<br />
da miuTiTebs im pirs, romelic uflebamosilia awarmoos<br />
molaparakebebi sesxis miRebis Taobaze da xeli moaweros<br />
dokumentebs. reputaciis faqtori gulisxmobs patiosnebas,<br />
wesierebas, agreTve mocemuli valdebulebebis Sesrulebis<br />
survils da msesxeblis damokidebulebas adrindel valdebulebebTan<br />
bankis winaSe. kapitalis arseboba (qona) gulisxmobs<br />
kompaniis an sawarmos adgilmdebareobas, gamosaSvebi<br />
saqonlis xarisxs, reklamis efeqtianobas, dargSi konkurenciis<br />
simwvaves (konkurentul garemos), muSakTa kvalifikaciasa<br />
da moralur Tvisebebs, kompaniis efeqtian menejments,<br />
mogebis miRebas, bazris regulirebas da aqtivebis flobas.<br />
uzrunvelyofis arsebobis faqtori niSnavs imas, rom gacemuli<br />
krediti dafaruli iqneba klientsa da banks Soris Se-<br />
Tanxmebis Sesabamisad da ara aqtivebis ganawilebis gziT.<br />
ekonomikuri koniunqturis mdgomareobis cnebaSi gaigeba garemo,<br />
romelSic funqcionirebs kompania.<br />
kreditunarianobis Seswavlis sazRvrebi damokidebulia:<br />
sesxis sididesa da vadaze, kompaniis an sawarmos warsuli<br />
saqmianobis Sedegebze (rezultatebze), agreTve msesxebelTan<br />
bankis urTierTdamokidebulebaze.<br />
278
dasavleTis modelis mixedviT klientis konkurentunarianoba<br />
warmoadgens banksa da kompanias (firmas) Soris<br />
urTierTobaTa friad mniSvnelovan aspeqts, gansakuTrebiT<br />
Tu isini emyarebian bankebisa da kompaniebis Serwymas personaluri<br />
(piradi) unias gziT (igulisxmeba monawileobisa da<br />
grZelvadiani safinanso kavSirebis sistema). personaluri<br />
unia gulisxmobs gamgeobaSi kompaniis, bankis warmoamdgenlebis<br />
arsebobas, an piriqiT. monawileobis sistema varaudobs<br />
fasiani qaRaldebis ZiriTadad aqciebis Tanaziar flobas.<br />
grZelvadiani safinanso kavSirebi niSnavs kompaniis an<br />
sawarmos mier bankis mxridan kreditebis miRebas 15 da meti<br />
wlis vadiT. kavSirebis yvela es saxe arsebiTad xels uwyobs<br />
kreditunarianobis stabilizebas. garda amisa, banksa da kompanias<br />
Soris kavSiris erTi saxis damyareba iwvevs sxva saxeebis<br />
ganviTarebas. magaliTad, banksa da kompanias Soris personaluri<br />
unias warmoqmna, rogorc wesi, gulisxmobs Semdgom<br />
monawileobis sistemisa da grZelvadiani, xangrZlivi<br />
safinanso kavSirebis ganviTarebas, da piriqiT.<br />
amave dros sabanko marketingSi konkurentunarianobis<br />
analizi warmoadgens rTul da delikatur saqmes. bankebi<br />
amasTan dakavSirebiT iyeneben informaciis ramdenime wyaros:<br />
� gasaubreba klientTan;<br />
� bankis mier sakuTari kartoTekis warmoeba klientebis<br />
mixedviT;<br />
� klientis inspeqtireba adgilze;<br />
� safinanso angariSgebebis analizi;<br />
� informacia, romelsac warmoadgenen specializebuli<br />
firmebi<br />
yvelaze saintereso da mniSvnelovania informaciis<br />
wyaroebis ori ukanaskneli saxe. magaliTad, firmebisa (kompaniebisa)<br />
da sawarmoebis safinanso angariSgebebis analizi<br />
iTvalsiwinebs pasivisa da aqtivis Sefasebas, kompaniis Semosavlebis<br />
Sesaxeb angariSgebis, valdebulebebisa da sakuTari<br />
kapitalis analizs. informacia bankebis klientebis Sesaxeb,<br />
romelic dgeba specializebuli firmebis, safondo birJebis<br />
da sxva sakredito-safinanso dawesebulebebis mier, moicavs:<br />
firmis dasaxeleba, misamarTi, dargis, sawarmos kodi, warmoebis<br />
(biznesis) xasiaTi, warmoebis forma, kreditebis Tanxob-<br />
279
ivi Sefaseba (reitingi), angariSebis anazRaurebis (ganaRdebis)<br />
siswrafe, gayidvebis moculoba, monacemebi sakuTari kapitalis<br />
Sesaxeb, dasaqmebulTa ricxvi, kompaniis ganviTarebis<br />
saerTo mdgomareoba da tendenciebi.<br />
sabanko marketingSi agreTve igulisxmeba bazarze gansazRvruli<br />
moTxovna konkretul sabanko saqmianobaze rogorc<br />
fuladi danaxarjebisa da saSualebebis akumulaciis,<br />
aseve kreditebis gacemis mixedviTac. rogorc cnobilia, bankebi<br />
TavianT saqmianobas amyareben ZiriTadad mozidul saxsrebze<br />
(depozitebsa da anabrebze). amitom sabanko <strong>marketingis</strong><br />
mniSvnelovani aspeqtia fuladi saSualebebis rac SeiZleba<br />
meti raodenobis mozidva. amasTan unda iqnes gaTvaliswinebuli<br />
is, rom funqciurad bankebi iyofa komerciul, Semnaxvel,<br />
ipoTekur, sainvesticio, specializebul bankebad.<br />
Tanamedrove pirobebSi komerciuli bankebi dainteresebulia<br />
fuladi saSualebebis mozidviT rogorc iuridiuli,<br />
aseve fizikuri pirebidanac. Semnaxveli bankebi ZiriTadad<br />
axdenen mosaxleobis sxvadasxva fenis danazogebis akumulacias,<br />
vinaidan saxsrebis mozidvis bazari kanonmdeblobiT<br />
SezRudulia. amitom bankebSi iuridiuli da fizikuri pirebis<br />
mxriv danazogebis nakadi damokidebulia rig mizezebsa<br />
da faqtorebze. upirveles yovlisa bankebSi anabrebisa da<br />
depozitebis gadidebis doneze gavlenas axdens saerTo ekonomikuri<br />
koniunqtura, romelic yalibdeba ama Tu im qveyana-<br />
Si. ekonomikuri dacema, depresiuli mdgomareoba xels uwyobs<br />
anabrebis nakadis Senelebas an Semcirebas. piriqiT, ekonomikuri<br />
aRmavloba an gamococxleba ganapirobebs anabrebisa<br />
da depozitebis zrdas bankebSi. bankebis kapitalis dagrovebaze<br />
negatiur gavlenas axdens inflaciuri tendencia,<br />
romelic aufasurebs anabrebs, xels uwyobs anabrebis nakadis<br />
Senelebas.<br />
didi mniSvneloba aqvs Tanafardobas bankSi anabrebis<br />
mixedviT saprocento ganakveTebis dones, fasiani qaRaldebis<br />
sxvadasxva saxeebis mixedviT misaReb Semosavlis sididis,<br />
agreTve sadazRvevo polisebis mixedviT gadaxdebis sidideebs<br />
Soris. es Tanafardoba fuladi saSualebebis dagrovebis<br />
sxvadassxva formebs Soris aCvenebs, sad aris ufro mizanSewonili<br />
fulis Cadeba (dabandeba): bankSi anabris saxiT, fasian<br />
qaRaldebSi Tu sadazRvevo polisebSi.<br />
280
dasavluri modelis mixedviT, rogorc wesi, moqmedebs<br />
principi, romelic gansazRvravs fuladi saSualebebis mo-<br />
Tavsebas dagrovebis ama Tu im formaSi. misi realizacia dakavSirebulia<br />
rogorc iuridiuli, aseve fizikuri pirebis<br />
Semosavlis (mogebis) donis gavlenasTan. Tu Semosavlebi sakmaod<br />
maRalia, maSin dabandeba xorcieldeba sakmaod diferenciulad<br />
dagrovebis sxvadasxva formis mixedviT, e. i. er-<br />
Ti nawili midis anabrebSi, meore — fasian qaRaldebSi, mesame<br />
— sadazRvevo rezervebSi. SedarebiT SezRuduli Semosavlebis<br />
dros prioriteti eniWeba dagrovebis im formas, sadac<br />
yvelaze didia saprocento ganakveTi.<br />
amave dros dabandeba bankSi da sadazRvevo polisis<br />
Sesyidva iTvleba dagrovebis yvelaze stabilur formebad,<br />
vinaidan fasiani qaRaldebis yvela saxis Semosavlianoba ganicdis<br />
xSir ryevebs koniunqturis cvlilebebis gamo, xolo<br />
sadazRvevo anazRaurebis miReba saWiroebs drois xangrZliv<br />
periods. amasTan bankebi ewevian uaRresad aqtiur muSaobas<br />
iuridiuli da fizikuri pirebis anabrebis mosazidad. amrigad,<br />
sabanko marketingi SeiZleba daiyos or nawilad: bazris<br />
Seswavla da analizi anabrebisa da depozitebis mosazidad;<br />
bazris Sefaseba kreditis gacemisa da sxvadasxva fasian qa-<br />
RaldebSi dabandebaTa ganxorcielebis mizniT.<br />
sabanko <strong>marketingis</strong> meore nawili damokidebulia rig<br />
faqtorebze. upirveles yovlisa es aris kreditze moTxovna<br />
kapitalis bazarze ekonomikis da biznesis sxvadasxva sferoebis<br />
mxriv. rogorc wesi, komerciuli bankebi ZiriTadad specializdebian<br />
moklevadiani da saSualovadiani kreditebis<br />
gacemaze. amitom maTTvis mniSvnelovania moTxovnis Sefaseba<br />
samrewvelo, satransporto da savaWro firmebis (kompaniebis)<br />
kreditze, romelic ganisazRvreba ekonomikuri koniunqturis<br />
saerTo mdgomareobiT. garda amisa, kreditze moTxovnis<br />
Sefaseba warmoebs dargobriv WrilSi, vinaidan ekonomikis<br />
dargebis erT nawils SeiZleba dasWirdes meti krediti,<br />
vidre meore nawils. mniSvnelovania agreTve bankebis mier<br />
korporaciebSi, kompaniebSi da sawarmoebSi TviTdafinansebis<br />
mdgomareobis Sefaseba. dagrovebis sakuTari wyaroebis<br />
didi moculoba (sidide) amortizaciisa da mogebis angariSze,<br />
rogorc wesi, amcirebs kreditze moTxovnas, xolo sawarmoTa<br />
TviTdafinansebis Semcireba ama Tu im mizezebiT (eko-<br />
281
nomikuri dacemis, inflaciis CaTvliT) xels uwyobs am moTxovnis<br />
gafarToebas.<br />
sabanko <strong>marketingis</strong> formireba saqarTveloSi sawyis<br />
etapzea. rogorc cnobilia, Cvens qveyanaSi komerciuli bankebis<br />
Seqmna daiwyo gasuli saukunis 90-ian wlebSi. axali sabanko<br />
sistemis Tavisebureba aris is, rom igi warmodgenilia<br />
ZiriTadad komerciuli bankebiT, romelTa mniSvnelovani nawili<br />
ar ganekuTvneba msxvili bankebis kategorias. CvenTan<br />
sabanko <strong>marketingis</strong> Camoyalibeba ganapiroba komerciuli<br />
bankebis rogorc bazris elementis realurma Seqmnam. sabanko<br />
<strong>marketingis</strong> moTxovnebis gauTvaliswineblobis mizeziT<br />
bevri komerciuli banki gakotrda da saqarTvelos moqalaqeebma<br />
(meanabreebma) mniSvnelovani zarali naxa. ekonomikaSi<br />
sabazro elementebis warmoSobis Sesabamisad saWiro iyo am<br />
procesis sakanondmeblo uzrunvelyofa. es Seexeba komerciuli<br />
bankebis intensiur organizacias, sxva sakredito-safinanso<br />
insitutebis Seqmnas, sawarmoTa privatizaciasa da aqcionirebas,<br />
fasebis liberalizias da sxv.<br />
sabanko <strong>marketingis</strong> qarTuli modeli unda Camoyalibdes<br />
sazRvargareTuli gamocdilebis safuZvelze. jerjerobiT<br />
CvenTan sabanko marketingi dabal donezea, vinaidan igi<br />
ar aris dakavSirebuli bazris seriozul da Rrma Seswavlas-<br />
Tan. marketinguli saqmianobis mTavari elementi, romelsac<br />
mimarTaven komerciuli bankebi, ZiriTadad saprocento ganakveTebiT<br />
manipulirebaa. TiToeuli banki cdilobs daawesos<br />
rac SeiZleba didi sadepozito ganakveTi. rac Seexeba<br />
sesxis gacemas, am SemTxvevaSi sabanko marketingi ZiriTadad<br />
gamoiyeneba saSuamavlo operaciebSi dabandebebTan dakavSirebiT.<br />
sakredito dabandebebis mixedviT bazris analizis gamoyenebis<br />
erTaderTi Sedegia fulis swrafi dabruneba didi<br />
procentiT.<br />
bankebi jerjerobiT iSviaTad Tu ieyeneben msoflio praqtikaSi<br />
saerTod aRiarebul <strong>marketingis</strong> meTodebs, romlebic<br />
dakavSirebulia sawarmos ekonomikuri saqmianobis SefasebasTan,<br />
misi balansis analizTan, saqmian kavSirebTan, gadaxdisunarianobasTan,<br />
konkurenciis xarisxsis gaTvaliswinebasTan, sareklamo<br />
SesaZleblobebTan. amitom realuri sabanko marketingi saqarTveloSi<br />
ganviTardeba im SemTxvevaSi, Tu bankebi gaiTvaliswineben<br />
<strong>marketingis</strong> aRniSnul meTodebs da saqme eqnebaT<br />
mrewvelobaSi da erovnuli ekonomikis sxva sferoebSi sakre-<br />
282
dito dabandebebTan. es SeiZleba ganxorcieldes rogorc<br />
pirdapiri sabanko dakreditebis gziT, aseve fasiani qaRaldebis<br />
bazris meSveobiT. saWiroa sxvadasxva socialuri jgufebis<br />
Semosavlebis obieqturi Sefaseba, klientis kreditunarianobis<br />
gaTvaliswineba mTeli ekonomikuri saqmianobis<br />
analizis CaTvliT (Tu es sawarmoa). amitom saqarTveloSi sabanko<br />
<strong>marketingis</strong> mTavari amocanaa sazRvargareTuli sabanko<br />
<strong>marketingis</strong> gamocdilebisa da praqtikis Seswavla da misi<br />
danergva saqarTvelos specifikuri pirobebis gaTvaliswinebiT.<br />
13.2. sadazRvevo saqmianobis marketingi<br />
sadazRvevo marketingi arsebiTad gansxvavdeba sabanko<br />
<strong>marketingis</strong>agan imiT, rom dazRveva gulisxmobs kapitalis<br />
dagrovebis specifikur Taviseburebebs. pirvel rigSi es Seexeba<br />
sicocxlis dazRvevas, sadac kapitalis dagrovebis gaTvaliswineba<br />
xdeba mosaxleobis sikvdilianobis cxrilebis<br />
mixedviT gaangariSebaTa bazaze. swored am safuZvelze gaiangariSeba<br />
sadazRvevo premiebis (Senatanebis) sidide, romlebsac<br />
uxdis (unazRaurebs) dazRveuli mzRvevels (sadaz-<br />
Rvevo kompanias). amitom pasiuri operaciebis warmoqmnisas,<br />
romelTa 90% Seadgens sicocxlis dazRvevis xaziT kompaniis<br />
sadazRvevo Senatanebis rezervi, yvelaze mniSvnelovania<br />
demografiuli faqtori. mosaxleobis mateba (namati) da sikvdilianobis<br />
Semcireba iwveven Semosavlebis gadadebas, rac<br />
xels uwyobs sicocxlis dazRvevis operaciis gafarToebas.<br />
amitom sadazRvevo <strong>marketingis</strong> mTavari elementebia mosaxleobis<br />
zrdis, sicocxlis xangrZlivobisa da sikvdilianobis<br />
mizezebis obieqturi Sefaseba da dinamikis analizi. ase-<br />
Ti analizi keTdeba rogorc calkeuli asakobrivi, aseve socialuri<br />
jgufebis mixedviT.<br />
sadazRvevo marketingi iTvalsiwinebs mosaxleobis sxvadasxva<br />
socialuri jgufebis Semosavlebis dones, agreTve saxelmwifoebrivi<br />
dazRvevisa da socialuri uzrunvelyofis<br />
sistemis mdgomareobas. ukanaskneli warmoadgens mniSvnelovan<br />
faqtors, vinaidan saxelmwifoebrivi socialuri dazRvevis<br />
sistemis jerovani ganuviTarebloba uzrunvelyofs sicocxlis<br />
dazRvevis danazogebis mniSvnelovan nakads kompaniaSi.<br />
283
sicocxlis dazRvevaSi yalibdeba kompaniaTa sadazRvevo<br />
marketingi qonebisa da ubeduri SemTxvevebisagan dazRvevis<br />
pasiuri operaciebis mixedviT. am SemTxvevaSi mTavaria<br />
sadazRvevo tarifi, romelic gansazRvravs sadazRvevo premiis<br />
sidides gasuli wlebis dazRvevis Sedegebis safuZvelze.<br />
gemebis, TviTmfrinavebis, avtomobilebis dazRvevis ganakveTebi<br />
dgindeba fizikuri da moraluri cveTis gaTvalsiwinebiT.<br />
magaliTad, tankeris sadazRvevo ganakveTebis sidide<br />
udris 2%-s, gamomdonare misi walwyvisa da funqcionirebis<br />
vadidan 10 wlis ganmavlobaSi. Tu analogiuri tankeri<br />
ufro Zvelia, maSin sadazRvevo Senatanis ganakveTebi izrdeba.<br />
isini SeiZleba gadiddes kidev metad, Tu satransporto<br />
saSualeba (TviTmfrinavi an Tbomavali) axorcielebs navigacias<br />
saSiS geografiul raionSi (samxedro moqmedebani, qariSxlebi,<br />
taifuni da a. S.).<br />
amitom sadazRvevo marketingi misi analogiuri funqciebis<br />
Sesabamisad gulisxmobs sadazRvevo riskis geografiis<br />
analizisa da Sefasebis aucileblobas, agreTve politikuri<br />
da samxedro eqspertizis ganxorcielebas sawarmos<br />
sameurneo da safinanso saqmianobis Sefasebis doneze (Tanabrad).<br />
es Seexeba agreTve dazRvevis iseT saxeebs, rogoricaa<br />
dazRveva xanZrisagan, ubeduri SemTxvevebisagan da sxv.<br />
amave dros sadazRvevo kompaniis marketingi aqtiuri<br />
operaciebis mixedviT erwymis sabanko marketings, vinaidan<br />
saqme exeba sadazRvevo rezervebis gamoyenebas kapitalis bazarsa<br />
da fasiani qaRaldebis bazarze. sadazRvevo kompaniebis,<br />
gansakuTrebiT sicocxlis dazRvevis kompaniebis, Tavisebureba<br />
isaa, rom komerciuli bankebisagan gansxvavebiT<br />
isini grZelvadiani kapitalis matareblebia. amitom sadaz-<br />
Rvevo kompaniebis marketingi dasavluri modelis mixedviT<br />
bazris Sefasebisa da analizis TvalsazrisiT dakavSirebulia<br />
grZelvadian dabandebebTan, upirveles yovlisa fasian<br />
qaRaldebSi, agreTve saipoTeko da samomxmareblo kreditis,<br />
sesxis (polisisTvis) gacemasTan. amasTan dakavSirebiT unda<br />
Catardes fasiani qaRaldebis sxvadasxva saxeebis Semosavlianobis<br />
analizi aqciebis, obligaciebis CaTvliT (saxelmwifoebrivi<br />
fasiani qaRaldebisac).<br />
sadazRvevo marketingi aqtiuri operaciebis mixedviT<br />
yuradRebis koncentrirebas axdens konkurenciaze sxva sakredito<br />
institutebis mxriv, romlebic moqmedeben fasiani<br />
284
qaRaldebis bazarze, agreTve saipoTeko da samomxmareblo<br />
kreditis sferoSi. am SemTxvevaSi sadazRvevo kompaniebi<br />
iZulebulia gaanalizon sapensio da saqvelmoqmedo fondebis,<br />
sainivesticio kompaniebis, sasesxo Semnaxveli asociaciebis,<br />
agreTve komerciuli da Semnaxveli bankebis saqmianoba,<br />
vinaidan sadazRvevo kompaniebi maTTan arian erTian konkurentul<br />
garemoSi aqtiuri operaciebis mixedviT sxvadasxva<br />
saxelmwifoebrivi fasiani qaRaldebis Sesyidvis dros.<br />
sadazRvevo <strong>marketingis</strong> Tavisebureba saqarTveloSi<br />
aris is, rom damoukidebeli saaqcio (aqcioneruli) kompaniebi<br />
dazRvevis sxvadasxva dargebSi Seqmnilia ramdenime wlis<br />
winaT. amJamad saqarTveloSi funqcionirebs sadazRvevo<br />
kompaniebis garkveuli raodenoba, maT Soris yofili saxelmwifoebrivi<br />
sadazRvevo dawesebulebebi, romlebic gardaiqmnen<br />
damoukidebel aqcionerul kompaniebad. sadazRvevo<br />
kompaniebis marketingi ZiriTadad koncentrirebulia pasiuri<br />
operaciebis gafarToebaze, e. i. sadazRvevo rezervebis<br />
dagrovebasa da gazrdaze. es Seexeba rogorc sicocxlis<br />
dazRvevas, aseve qonebisa da ubeduri SemTxvevebisagan daz-<br />
Rvevasac. amitom sadazRvevo <strong>marketingis</strong> mTavari amocana<br />
daiyvaneba iuridiuli da fizikuri pirebis ricxvidan klientTa<br />
wris gafarToebamde SeRavaTiani sadazRvevo tarifebis<br />
SeTavazebisa da dazRvevis axali saxeebis danergvis gziT.<br />
magram qarTuli sadazRvevo marketingi jerjerobiT Camor-<br />
Ceba dasavlur models, ramdenadac sadazRvevo bizness Cven-<br />
Tan jerjerobiT ar gaaCnia saTanado praqtikuli gamocdileba.<br />
amJamad sadazRvevo bazris gafarToebas xels uSlis<br />
mravali ekonomikuri faqtori: warmoebis dacema (Semcireba),<br />
laris kursis dabali done dasavleTis valutebTan SedarebiT,<br />
sagadasaxado politika, dasazRvevis dabali kultura,<br />
xelmisawvdomi sadazRvevo reklamis ararseboba. rac Seexeba<br />
aqtiuri operaciebis mixedviT sadazRvevo kompaniebis marketings,<br />
misi jerovani efeqtianoba SesaZlebelia mxolod<br />
fasiani qaRaldebis ganviTarebuli bazris pirobebSi, agreTve<br />
msxvil grZelvadian dagrovebaTa (sadazRvevo rezervebis<br />
dagrovebaTa) arsebobis dros.<br />
285
13.3. fasiani qaRaldebis bazari, rogorc<br />
<strong>marketingis</strong> obieqti da marketinguli<br />
strategiebis Taviseburebebi am bazarze<br />
marketings fasiani qaRaldebis bazarze gaaCnia Taviseburebebi,<br />
romlebic warmoSobilia mocemuli bazris Semdegi<br />
specifikuri niSnebiT:<br />
� fasiani qaRaldebis bazari Zalian rTuli, moculobiTi,<br />
dinamikuri da maRalkonkurentuli bazaria,<br />
romelzec moqmedeba mkacrad regulirdeba saxelmwifos<br />
mier da es moqmedeba (saqmianoba) gansxvavdeba<br />
didi socialuri paxusismgeblobiT, raTa ar gamoiwvios<br />
finansuri krizisi;<br />
� igi mravalferovani bazaria, romelic emyareba ganviTarebul<br />
infrastruqturas, rTul sainformacio<br />
teqnologiebs, inteleqtualur samuSao Zalas da<br />
xarjtevad teqnikur saSualebebs;<br />
� rogorc Ria bazari xasiaTdeba mzardi transazRvro<br />
operaciebiT;<br />
� bazari gamoirCeva masobrivi momxmarebliT, klientebis<br />
safinanso saWiroebaTa maqsimaluri diferenciaciiTa<br />
da safinanso xelovnebiT.<br />
rac Seexeba samamulo praqtikas, aRniSnulTan erTad<br />
esaa aralikviduri, mcire moculobis bazari, romelic imyofeba<br />
ganviTarebis sawyis etapze da romelsac ar Seswevs unari<br />
uzrunvelyos masze moqmedi organizaciebis umravlesobis<br />
mogebiT (rentabeluri) muSaoba. safondo saqmes saqar-<br />
TveloSi jerjerobiT axasiaTebs didi riski, politikuri da<br />
makroekonomikuri arastabiluroba, saresurso bazisa da<br />
srulfasovani infrastruqturis ararseboba. dabolos, es<br />
bazari kidev ar sargeblobs sazogadoebrivi ndobiT, vinaidan<br />
mas ar gaaCnia aRiarebuli liderebi, mimwodeblebi (emitentebi),<br />
Suamavlebi (sainvesticio institutebi) da saWiro saqoneli<br />
(fasiani qaRaldebi).<br />
fasiani qaRaldebis bazris sxva Tavsieburebebidan,<br />
romlebic gavlenas axdenen <strong>marketingis</strong> organizaciaze, aRsaniSnavia<br />
socialur-kulturuli tradiciebi da demografiuli<br />
faqtorebi.<br />
pirveli Tavisebureba ganpirobebulia saqarTveloSi<br />
direqtiuli ekonomikis 70-wliani periodis arsebobiT, ra-<br />
286
mac bolo mouRo fasian qaRaldebTan operaciebis kulturul<br />
Cvevebs. yvela fasiani qaRaldis da maTi mixedviT valdebulebebis<br />
dekretirebulma gauqmebam 1917-11918 ww., maTi<br />
mimoqcevis xelmeored Sewyvetam gasuli saukunis 30-ian<br />
wlebSi, mosaxleobis saxsrebis saxelmwifoebriv obligaciebSi<br />
iZulebiTi investiciebis xangrZlivma praqtikam, dabolos,<br />
fasiani qaRaldebisadmi rogorc spekulantur da fiqtiur<br />
kapitalisadmi arsebulma damokidebulebam — yovelive<br />
aRniSnulma Camoayaliba mosaxleobis uaryofiTi reaqcia fasian<br />
qaRaldebze rogorc saqonelze.<br />
demografiuli faqtorebi gavlenas axdenen fasiani qa-<br />
Raldebis bazarsa da <strong>marketingis</strong> organizaciaze, rogorc<br />
pozitiuri, aseve negatiuri TvalsazrisiT. mosaxleobis dabereba<br />
da Sobadobis dacema perspeqtivaSi iwvevs konservatizms<br />
momxmarebelTa qcevaSi. amasTan mniSvnelovan rols<br />
saqarTveloSi fasiani qaRaldebis bazris damkvidrebaSi Seasrulebs:<br />
� mosaxleobis ganaTlebis maRali done;<br />
� sazogadoebis qonebrivi da Semosavlebis mixedviT<br />
ganSreveba (danawevreba);<br />
� industriuli qveynebidan samomxmareblo standartebis<br />
saqmis codniT (investirebaze orientaciis<br />
CaTvliT) swrafad danergva.<br />
amrigad, CvenTan fasiani qaRaldebis bazarze <strong>marketingis</strong><br />
Tavisebureba da mizania jerjerobiT ara mxolod da ara<br />
imdenad bazris wilis SenarCuneba an gafarToeba, ramdenadac<br />
mTlianad TviT bazris da am bazarze profesiulad moqmedi<br />
pirebis `gadarCena~.<br />
fasiani qaRaldebis bazarze saqonelia:<br />
� sakuTriv fasiani qaRaldebi;<br />
� fasiani qaRaldebis gamoSvebis da mimoqcevis momsaxureba;<br />
� informacia da sxva mecnierul-teqnikuri produqcia;<br />
� aramaterialuri aqtivebi, romlebic dakavSirebulia<br />
fasiani qaRaldebis gamoSvebasa da mimoqcevas-<br />
Tan;<br />
� bazris sasaqonlo-materialuri komponentebi.<br />
287
fasiani qaRaldebis, rogorc sxva saqonlis bazrisTvis<br />
damaxasaiaTebelia konkurencia, romelic zrdis agresiulobisa<br />
da riskianobis xarisxs.<br />
fasiani qaRaldebis bazarze saqonlisa da momsaxurebis<br />
mwarmoeblad gamodian:<br />
� emitentebi — bazarze fasiani qaRaldebis `mimwodeblebi~;<br />
� sainvesticio institutebi — fasiani qaRaldebis<br />
bazris profesiuli monawileebi, romlebic sTavazoben<br />
bazris momsaxurebis kompleqss, fasiani qa-<br />
Raldebis moZraobisa da mecnierul-teqnikur produqcias;<br />
� specializebuli organizaciebi — fasiani qa-<br />
Raldebis moZraobis aRricxvisa da SenaxvisaTvis;<br />
� fasiani qaRaldebis blankebis, specializebuli mowyobilobis,<br />
orgteqnikis da a. S. mwarmoeblebi;<br />
� bankebi da sadazRvevo organizaciebi, romlebic<br />
ewevian sakredito-sadazRvevo momsaxurebas<br />
fasiani qaRaldebis mimoqcevis uzrunvelsayofad.<br />
fasiani qaRaldebis bazarze pirvel rigSi momxmarebelTa<br />
rolSi gamodian investorebi (bazris ZiriTadi saqonlisa),<br />
Semdeg sainvesticio institutebi (sxvadasxva saxis<br />
damxmare momsaxurebis, specializebuli mowyobilobis, fasiani<br />
qaRaldebis blankebis da sxv.).<br />
momxmarebelTa Cveulebrivi klasifikaciis garda, rac<br />
miRebulia <strong>marketingis</strong> organizaciisas (geografiuli ganlageba,<br />
Semosavlianoba, socialur-kulturuli orientacia<br />
da a. S.), fasiani qaRaldebis bazarze gamoiyofa investor<br />
momxmaebelTa gansakuTrebuli jgufi, romelic gansxvavdeba<br />
didi moculobiTa da daniSnulebiT safondo operaciebSi.<br />
esenia e. w. instituciuri investorebi, e. i. organizaciebi,<br />
romlebsac gaaCniaT fuladi saSualebebis mudmivi da mniSvnelovani<br />
nameti da romlebsac mudmivad da profesiul safuZvelze<br />
abandebdnen fasian qaraldebSi. maT miekuTvneba:<br />
sadazRvevo kompaniebi, sapensio fondebi, sainvesticio kompaniebi,<br />
specializebuli sazogadoebrivi fondebi da a. S. instituciuri<br />
investiciebis daniSnulebaa bevri wvrili danazogis<br />
akumulireba da maTi gamsxvileba, Segrovili msxvili<br />
paketebis warmarTva fasiani qaRaldebis msxvili paketebis<br />
288
investiciaze. arsebiTad instituciuri investorebi msxvili<br />
(biTumi) myidvelebia fasiani qaRaldebis bazarze.<br />
saanalizo problemis farTo masStabis gamo ganixilaven<br />
mxolod fasiani qaRaldebis marektingis da maTi gamoSvebisa<br />
da meoradi mimoqcevis uzrunvelyofis momsaxurebis sakiTxebs.<br />
marketinguli strategiebis mimarT saerTo moTxovnebi<br />
ganisazRvreba fasiani qaRaldebis bazris Taviseburebebis,<br />
saqarTveloSi am bazarze arsebuli situaciis safuZvelze,<br />
agreTve safondo bazarze mimoqcevaSi arsebuli saqonlis<br />
maxasiaTeblebiT. ganixilaven Semdeg ZiriTad moTxovnebs:<br />
1. fasiani qaRaldebis bazris operaciebi unda iyvnen<br />
orientirebuli fasiani qaRaldis mTeli sasicocxlo<br />
ciklis momsaxurebaze, misi gamoSvebis momentidan<br />
dawyebuli da mimoqcevidan amoRebiT damTavrebuli.<br />
2. fasiani qaRaldebis rogorc saqonlis samomxmareblo<br />
Tvisebebi gamoixateba, upirveles yovlisa, Semosavlis<br />
(mogebis) motanis unarSi, agreTve warmoadgens<br />
realur aqtivebze sakuTrebis tituls (procenti,<br />
sakurso Rirebulebis amaRleba; gavlenis,<br />
Zalauflebrivi uflebamosilebis instrumenti).<br />
magram es samomxmareblo Tvisebebi mniSvnelovnad<br />
damokidebulia riskze, romelsac ganicdian fasiani<br />
qaRaldebi da qonebriv uflebamosili obieqtebi.<br />
Sesabamisad nebismierma marketingulma strategiam<br />
safondo bazarze unda Seqmnas Semosavlianobis, sakurso<br />
(savaluto) Rirebulebis dinamikis riskis<br />
garkveuli donis iseTi kombinaciebi, romlebic daakmayofileben<br />
investorebis ama Tu im konkretuli<br />
jgufis samomxmareblo molodins.<br />
3. fasiani qaRaldi mravali modifikaciis produqtia,<br />
romelTaganac TiToeuli maTgani SeiZleba akmayofilebdes<br />
konkretuli investorebis (myidvelebis)<br />
interesebs. amasTan erTad fasiani qaRaldis rogorc<br />
saqonlis individualoba, modificireba unda<br />
Seexamebodes mis standartulobas, fasiani qaRaldebis<br />
dadgenil saxeebs, maTi gamoSvebisa da mimoqcevis<br />
wesebs, rac gansazRvrulia qveynis kanonmdeb-<br />
289
lobiT. mxolod aseTi safinanso produqti SeiZleba<br />
CaiTvalos kargad regulirebulad da, maSasadame,<br />
sargeblobdes sazogadoebrivi ndobiTa da moTxovniT.<br />
amrigad, makretingulma strategiam unda<br />
uzrunvelyos standartulobis Sexameba fasiani qa-<br />
RaldebisTvis individualuri Tvisebebis miniWebasTan.<br />
4. saqonlis — fasiani qaRaldebis floba saqarTvelos<br />
ekonomikis pirobebSi dakavSirebulia Zalian<br />
did riskTan. amitom yvelaze warmatebuli iqneba is<br />
marketinguli strategiebi, romlebic iZlevian<br />
momxmareblisTvis riskis Semcirebis SesaZleblobas<br />
(danakargebis kompensaciis sistema, fasiani qa-<br />
Raldis likvidurobis uzrunvelyofis gansakuTrebuli<br />
RonisZiebebi, mkacri finansuri TviTregulireba,<br />
romelsac axorcieleben emitentebi da sainvesticio<br />
instutitebi).<br />
5. amJamad saqarTvelos praqtikaSi mogebis miRebis<br />
TvalsazrisiT yvelaze mizanSewonilia agresiuli<br />
marketinguli strategiebi. amasTan unda ganxorcieldes<br />
mkacri safinanso da saoperacio TviTregulireba,<br />
romelic amcirebs risks fasiani qaRaldebis<br />
bazris operatorebisa da investorebisaTvis<br />
(likvidurobis, aqtivebis xarisxis, mogebianobis<br />
marTva da sxv.).<br />
6. safondo bazarze marketinguli strategiebis mimarT<br />
mniSvnelovani moTxovnaa (aSkarad gamoxatuli<br />
sazRvargareTul praqtikaSi) universaloba fasiani<br />
qaRaldebis operaciebSi.<br />
ganixilaven ZiriTadad saproduqto, safaso (fasebis)<br />
sadistributoro da sareklamo strategiebis Taviseburebebs.<br />
nebismieri fasiani qaRaldi rogorc saqoneli, unikaluri<br />
safinanso produqtia Tavisi individualuri maxasia-<br />
TeblebiT, rac iZleva investorebis ama Tu im jgufis specifikur<br />
moTxovnilebaTa dakmayofilebis SesaZleblobas.<br />
Cvens pirobebSi sawyis etapzec SesaZlebelia saproduqto<br />
marketinguli strategiis yvela saxis gamoyeneba (saproduqto<br />
eqspansia, saproduqto repozicireba, saproduqto modifikacia).<br />
290
saproduqto eqspansiis SesaZleblobebis gansazRvrisas<br />
aucilebelia imis gaTvaliswineba, Tu sasicocxlo ciklis<br />
romel etapzea fasiani qaRaldis esa Tu is konkretuli<br />
saxe — Cekebi da Tamasuqebi, sadepozito da Senaxvis sertifikatebi<br />
(myari zrda), safinanso vauCerebi (sawyisi etapi, swrafi<br />
ganviTareba). kvalifikaciurma emitentebma ar unda dauSvan<br />
kanonmdeblobis gverdis avliT fasiani qaRaldebis surogatebis<br />
gamoyeneba, raTa SeinarCunon adgili standartul,<br />
kargad regulirebad fasiani qaRaldebis bazarze, romlebic<br />
aRiarebulia msoflio praqtikaSi.<br />
saproduqto repozicirebisas emitenti acxadebs, rom<br />
misi fasiani qaRaldis SeZena inflaciisagan daculobis saukeTeso<br />
saSualebaa an mxolod igi iZleva Sesyidvis uflebas,<br />
vTqvaT, navTobisa stabiluri fasebiT da amiT xorcieldeba<br />
misi repozicireba analogiuri fasiani qaRaldebisagan (aqciebisagan,<br />
obligaciebisagan da a. S.).<br />
saproduqto modifikacia saproduqto eqspansiasTan<br />
erTad iTvleba meore umniSvnelovanes stategiad fasiani qa-<br />
Raldebis bazris Tanamedrove mdgomareobis dros. inflacia<br />
da krizisi, politikuri arastabiluroba, riskis maRali<br />
xarisxi mikroekonomikur doneze (valis daubrunevlobis<br />
riski, saprocento riski da a. S.) — yvela es faqtori moiTxovs,<br />
rom emitentebma da sainvesticio institutebma gansakuTrebuli<br />
gulmodgineobiT Seqmnan fasiani qaRaldebis gamoSvebisa<br />
da mimoqcevis pirobebi, ipovon maTi iseTi modifikaciebi,<br />
romlebic Seesabameba investorebis interesebs mocemul<br />
periodSi.<br />
stabilur sabazro ekonomikaSi investirebis standartuli<br />
miznebia: procentis miReba; kapitalis SenarCuneba; kapitalis<br />
gadideba (fasiani qaRaldebis sakurso Rirebulebis<br />
zrdis safuZvelze). saqarTvelos pirobebSi (deficituri<br />
ekonomika warmoebis dacemiT) investoris miznebis sistema<br />
icvleba da gamoiyureba Semdegnairad:Lkapitalis SenarCuneba;<br />
fasiani qaRaldebis SeZena, romlebsac mimoqcevis pirobebis<br />
mixedviT SeuZliaT Secvalon maTi maxasiaTeblebiT; fasiani<br />
qaRaldebis SeZeniT deficituri produqciis, momsaxurebis<br />
da uflebebis mopovebis SesaZlebloba; gavlenis sferos<br />
gafarToeba da sakuTrebis gadanawileba; spekulaciuri<br />
TamaSi arastabiluri bazris pirobebSi; konkretuli miznebi<br />
(riskebis dazRveva da sxv.).<br />
291
safaso (fasebis) strategia gulisxmobs fasiani qaRaldebis<br />
bazarze fasebis dadgenis Semdeg Taviseburebebs:<br />
� moTxovna fasian qaRaldebze ar aris elastikuri<br />
maTze fasebis cvlilebebTan SedarebiT. saqme isaa,<br />
rom damkvidrebuli warmodgeniT fasiani qaRaldis<br />
kursis (fasis) dacema mowmobs emitentis arakeTilsasurvel<br />
mdgomareobas, fasiani qaRaldis mixedviT<br />
valdebulebaTa SesaZlo Seusruleblobas. Sesabamisad,<br />
roca ecema fasiani qaRaldebis kursi, Cveulebrivad<br />
iwyeba maTi masobrivi gayidva. da, piriqiT,<br />
roca kursi izrdeba, iwyeba maTi aqtiuri Sesyidva;<br />
� fasiani qaRaldebis kursi (Sefaseba) mudmivad fiqsirdeba<br />
bazarze da, aris ra qveynis ekonomikuri<br />
mdgomareobis indikatori, qveyndeba ZiriTad presa-<br />
Si (mediaSi) da specialur gamocemebSi; bazris monawileebs<br />
aqvT mocemuli infromacia drois realur<br />
masStabSi. fasebis Sesaxeb informaciis xelmisawvdomoba<br />
iZleva damatebiT SesaZleblobebs saTanado<br />
analizisaTvis;<br />
� fasiani qaRaldebis kursis (e. i. masze fasebis) meryeobas<br />
(aramdgradoba) ramdenadme ufro didia, vidre<br />
sxva saqonlisa; amasTan fasis dawesebis meqanizmi<br />
ufro rTulia. magaliTad, fasiani qaRaldis kursis<br />
baza aris misi namdvili Rirebulebis Sefaseba, magram<br />
fasi meryeobs Zalian did farglebSi — gamomdinare<br />
riskis Sefasebidan, romelic Tan axlavs am fasian<br />
qaRalds. kursze gavlenas axdens mravali sxva<br />
faqtori Worebamdec ki;<br />
� arsebobs saqoneli — fasiani qaRaldebis pirdapiri<br />
Semcvlelebi, romlebic warmoadgenen investiciebis<br />
obieqts da romlebic aZleven SesaZleblobas investorebs<br />
miaRwion imave miznebs (kapitalis Senar-<br />
Cuneba da zrda). esenia sadazRvevo polisebi da pirdapiri<br />
Senatanebi bankebsa da sasesxo — Semnaxvel<br />
dawesebulebebSi. amgvari mWidro urTierTmonacvleoba<br />
qmnis Zlier konkurencias fasiani qaRaldebis<br />
dargs, sabanko da sadazRvevo industrias Soris,<br />
rac pirdapir aisaxeba fasebTan dakavSirebul gadawyvetilebebSi,<br />
romlebic miiReba safondo bazarze;<br />
292
� fasian qaRaldebs rogorc saqonels gaaCnia ormagi<br />
fasi: nominaluri da faqtiuri (sakurso Rirebuleba).<br />
am SemTxvevaSi safaso strategias aqvs Tavis obieqtad<br />
ori (nominaluri da faqtiuri) fasi da Sefardeba<br />
maT Soris. magaliTad, swored momxmareblis<br />
fsiqologiuri Tvisebebis gaTvaliswinebiT fasiani<br />
qaRaldebis mTeli klasi Seiqmna aSS-Si;<br />
� fasian qaRaldebze faswarmoqmnis mniSvnelovani<br />
elementia maTze fasebis piketireba sainvesticio<br />
institutebis momsaxurebaze.<br />
faswarmoqmnis sirTulis miuxedavad, arsebobs SesaZlebloba<br />
safondo bazarze safaso (fasebis) strategiebis ganxorcielebisTvis.<br />
safinanso institutebi gansakuTrebul mniSvnelobas<br />
aniWeben gayidvebis uzrunvelyofaSi reklamas. aSS msxvil<br />
bankebSi (aqtivi 1-dan 5 mlrd dol.) gasuli saukunis 80-ian<br />
wlebSi reklamaze danaxarjebma marketinguli biujetis saerTo<br />
struqturaSi Seadgina 70%, `fabliq rileiSenzma~ —<br />
13%, gayidvebis uzrunvelyofa (sxvadasxva saxis sajaro RonisZiebebi,<br />
seminarebi, SeRavaTebi msxvili klientebisaTvis<br />
da a. S.) — 10%, saswavlo programebi — 1%, marketinguli<br />
kvlevebi — 3%, danarCeni — 3%.<br />
fasiani qaRaldebis reklama Rebulobs daxvewil formebs,<br />
amasTan gansakuTrebuli moTxovnebi waeyeneba informaciis<br />
saimedobas. sando, obieqturi da marTali informacia<br />
warmoadgens fasiani qaRaldebis erT-erT fundamentur<br />
princips da mas gansakuTrebiT icavs kanoni, uzrunvelyofs<br />
ra investorebisa da safondo bazris sxva monawileebs monacemebiT<br />
SesaZlo riskis Sesaxeb investiciebSi.<br />
293
294<br />
Tavi 14. marketinguli komunikaciis<br />
sistema<br />
14.1. marketinguli komunikaciis kompleqsis Sesaxeb<br />
informaciuli teqnologiebis ganviTarebam arsebiTad<br />
Secvala komunikaciis garemo da sawarmoebi (firmebi) marketinguli<br />
komunikaciebis axali realobis winaSe daayena. marketingul<br />
komunikaciebze mniSvnelovani gavlena moaxdina<br />
masobrivi marketingidan miznobrivi <strong>marketingis</strong>aken gadanacvlebam.<br />
axali teqnologiebis daxmarebiT Seiqmna axali<br />
mkveTrad mizanmimarTuli sakomunikacio magistralebi momxmareblebTan<br />
(myidvelebTan) maqsimaluri daaxlovebisaTvis.<br />
masobrivi marketingidan miznobriv marketingze gadasvlam<br />
gamowvia ufro didi da mravalferovani sakomunikacio<br />
arxebisa da mastimulebel saSualebaTa kompleqsis gamoyeneba.<br />
yvela sakomunikacio saSualeba integrirebuli unda<br />
iyos marketinguli komunikaciis kompleqsSi, ris gamoc sawarmo<br />
(firma) aerTianebs da koordinirebs Tavis sakomunikacio<br />
arxebs da qmnis koordinirebul mastimulebel kompleqss<br />
(nax. 14.1).<br />
integrirebuli marketinguli komunikacia xels uwyobs<br />
ufro Tanmimdevruli komunikaciis Camoyalibebas da<br />
mniSvnelovan gavlenas axdens gayidvebze. igi gulisxmobs<br />
miznobrivi auditoriis identificirebasa da kargad koordinirebuli<br />
mastimulebel programis formirebas, romelic<br />
gamoiwvevs auditoriis sasurvel reaqcias.<br />
marketingul komunikaciebs miekuTvneba firmis yvela<br />
saxis kavSiri momxmareblebTan, mimwodeblebTan da a.S.<br />
bazris yvela monawilesTan, romlebic dainteresebuli arian<br />
firmis saqmianobiTa da masSi monawileobis miRebiT. marketinguli<br />
komunikaciebis damaxasiaTebeli Taviseburebebia:<br />
gavrcelebis mizanmimarTuleba, kompleqsuri xasiaTi,<br />
zemoqmedebis gameoreba, sistemuri marketinguli kvlevebisa<br />
da internetis aqtiuri gamoyeneba.
nax. 14.1 integrirebuli marketinguli komunikacia<br />
Tanamedrove marketingi moiTxovs, rom firmebma ganaxorcielon<br />
komunikaciuri politika, romelic gulisxmobs<br />
bazarze saqonlis win wawevis saSualebebis erTobliobas:<br />
• reklama;<br />
• gasaRebis stimulireba;<br />
• specializebuli gamofenebi;<br />
• personaluri gayidvebi;<br />
• sazogadoebasTan urTierToba (PR).<br />
komunikaciuri politikis miznebSi moiazreba:<br />
� saqonlis an momsaxurebis prestiJuli saxis Seqmna;<br />
� saqonlisa da misi parametrebis Sesaxeb informaciis<br />
� momxmareblamde mitana;<br />
� axali saqonliTa da momsaxurebiT potenciuri momxmareblebis<br />
daintereseba;<br />
� myidvelebisadmi daxmarebis gaweva saqonlis (momsaxurebis)<br />
� yidvis Sesaxeb gadawyvetilebis miRebisas;<br />
� firmisTvis dadebiTi imiJis Seqmna.<br />
marketinguli komunikaciis mTavari amocanaa-bazarze<br />
saqonlis win waweva, romelic SeiZleba ganxorcieldes ro-<br />
295
gorc mwarmoeblis, aseve Suamavlis — dainteresebuli piris<br />
mier.<br />
saqonlis win wawevis kompleqsi warmodgenilia nax. 14.2.<br />
win wawevis saSualebebis SerCeva (PR, reklama, gasaRebis<br />
stimulireba, specializebuli gamofenebi, personaluri<br />
gayidvebi) nax. 14.2. maTi saqonlis efeqtianobis win wawevis gansazRvris kompleqsi gziT.<br />
komunikaciuri politikis zemoT CamoTvlili miznebi<br />
gansazRvraven saqonlis win wawevis meTodebs, romelTa daniSnulebaa<br />
samomxmareblo moTxovnis Seqmna an gazrda, myidvelTa<br />
informireba, maTi daintereseba (survilis aRZvra),<br />
ubiZgos myidvels yidvis Sesaxeb gadawyvetilebis misaRebad.<br />
es meTodebi SeiZleba iyos sruliad gansxvavebuli saqonlisagan,<br />
situaciisagan, gayidvis adgilisagan da a.S. damokidebulebiT.<br />
1. momxmarebelTa informireba bazarze arsebuli<br />
saqonlis Sesaxeb. aucilebelia sainformacio arealis<br />
uzrunvelyofa, rac warmoSobs pirvelad sacdel<br />
moTxovnas momxmarebelSi. mocemul etapze mTavari<br />
amocanaa saqonlis gacnoba misi SeZenis mizniT.<br />
mravaljeradi da ubralo mimarTvebi xels uwyoben<br />
saqonlis gacnobas.<br />
296<br />
saqonlis win wawevis mizani<br />
saqonlis win wawevis meTodebi<br />
win wawevis strategiis damuSaveba<br />
miznobrivi auditoria
2. saqonlis samomxmareblo niSan-Tvisebebis popularizacia.<br />
Tu saqonlis reklamirebam ar miipyro<br />
myidvelis yuradReba, maSin saWiroa vaiZulod myidveli<br />
yuradReba miapyros saqonels. mTavaria saqonlis<br />
Sesaxeb codnis formireba.<br />
3. momxmarebelTa darwmuneba maT gemovnebasTan saqonlis<br />
Sesabamisobaze. aq mTavari amocanaa momxmareblis<br />
darwmuneba ama Tu im saqonlis SeZenis (cxovrebiseul)<br />
aucileblobaSi. magaliTad, potenciurma<br />
momxmarebelma icis firmis da analogiuri saqonlis<br />
Sesaxeb, magram mTlianad ar aris darwmunebuli romel<br />
saqonels mianiWos upiratesoba, da saerTod,<br />
sWirdeba Tu ara igi. am SemTxvevaSi mydvelis moqmedeba<br />
damokidebuli iqneba misi darwmunebis zemoqmedebis<br />
intensivobaze. sasurveli damokidebuleba miiRweva<br />
uaryofiTi momentebis Seswavlisas, romlebic<br />
xels uSlian saqonlis gayidvas. saqonlis uaryofiTi<br />
niSan-Tvisebebis operatiuli gadawyveta<br />
xels Seuwyobs mis win wawevas.<br />
4. momxmarebelTa rCevis taqtika. misi arsia momxmareblis<br />
darwmuneba sxva saqonelTan SedarebiT firmis<br />
saqonlis upiratesobasa da misi SeZenis prioritetulobaSi.<br />
amasTan Sesadar maCveneblebad SeiZleba<br />
gamoyenebul iqnes fasi, xarisxi, maxasiaTeblebis<br />
nakrebi, dizaini.<br />
5. momxmareblis waqezeba saqonlis SesaZenad. am Sem-<br />
TxvevaSi aqcenti keTdeba droiT aspeqtze. magali-<br />
Tad, potenciuri myidveli ukve Cafiqrda mocemuli<br />
saqonlis yidvaze, magram gadado igi ganusazRvreli<br />
droiT. am SemTxvevaSi mTavaria myidvelis darwmuneba,<br />
rom yidva ganaxorcielos dauyovnebliv. am<br />
miznisaTvis gamoiyeneba fasdaklebebi, saqonelze<br />
ufaso danamatebi, gayidva ganvadebiT da a.S.<br />
saqonlis win wawevis gzebis gansazRvris Semdeg aucilebelia<br />
win wawevis strategiis damuSaveba.<br />
arsebobs saqonlis win wawevis ori strategia: Cabmis<br />
da daZalebis strategia.<br />
Cabmis strategia (pull) es aris saqonlis win waweva<br />
saboloo momxmareblamde. igi gaTvlilia imaze, rom momxmarebelTa<br />
moTxovna aRmoCndeba sakmaod intensiuri da win wa-<br />
297
wevs saqonels sabiTumo organizacia (distributori) SesyidvisaTvis<br />
(nax. 14.3).<br />
298<br />
mwarmoebeli<br />
nax. 14.3 Cabmis strategia<br />
saboloo<br />
momxmarebeli<br />
daZalebis strategia (push) aris myidvelebze da Suamavlebze<br />
(movaWreebze) saqonlis daZaleba (Tavze moxveva).<br />
mocemuli strategia iTvaliswinebs saqonlis gayidvas savaWro<br />
sistemis mier: biTumi gamyidveli — sacalo gamyidveli —<br />
saboloo momxmarebeli (nax. 14.4). daZalebis strategia ufro<br />
xangrZlivi da ZviradRirebulia, ramdenadac amisaTvis<br />
gamoiyeneba reklama, daTmobebi, kuponebi, saCuqrebi da stimulirebis<br />
sxva saSualebebi, raTa aiZulon myidveli ganaxorcielos<br />
yidvis procesi.<br />
nax. 14.4 daZalebis strategia<br />
strategiis SerCeva damokidebulia auditoriaze,<br />
romliskenac mimarTulia saqoneli. auditoriis SerCevis<br />
siswore gansazRvravs strategiis warmatebebs da mis efeqtainobas.<br />
miznobrivi auditoria aris momxmarebelTa jgufi,<br />
romliskenac aris mimarTuli win wawevis meTodebi (reklama,<br />
personaluri gayidva, propaganda, gasaRebis stimulireba).<br />
<strong>marketingis</strong> samsaxuris specialistma — komunikatorma<br />
saWiroa gamoavlinos miznobrivi auditoria, romelic SeiZleba<br />
imyofebodes myidvelobiTi mzadyofnis eqvsi mdgomareobidan<br />
nebismierSi:<br />
• Setyobinebis;<br />
• codnis;<br />
• keTilganwyobis;<br />
• rCevis;
• darwmunebis;<br />
• yidvis ganxorcielebis mzadyofnis.<br />
miznobrivi auditoriis gamoyofa SesaZlebelia momxmarebelTa<br />
segmentirebis gziT, sxvadasxva parametrebiT an<br />
bazris erTiani momxmareblis gansazRvriT.<br />
pirvel SemTxvevaSi saWiro iqneba momxmarebelTa calkeuli<br />
jgufisaTvis marketinguli komunikaciis specifikuri<br />
saSualebebis gamoyeneba da sareklamo kampaniis individualuri<br />
strategiis SemuSaveba. magram saWiroa gaTvaliswinebuli<br />
iqnes is, rom erT sareklamo kampaniaSi SeuZlebelia<br />
orientireba momxmarebelTa yvela segmentze.<br />
meore SemTxvevaSi miznobrivi auditoriis saxiT SeiZleba<br />
gamoiyos potenciuri momxmareblebis farTo seqtori,<br />
magaliTad, saSualo SesaZleblobebiT. am SemTxvevaSi SeiZleba<br />
bazarze saqonlis win wawevis erTiani kampaniiT gamosvla.<br />
saqonlis win wawevis kompleqsis mniSvnelovani elementia<br />
bazarze saqonlis win wawevis saSualebebis SerCeva,<br />
e.i. komunikaciis gansazRvruli formebi. amisaTvis saWiroa<br />
gamovlenili iqnes maTi dadebiTi da uaryofiTi mxareebi<br />
(cxrili 14.1).<br />
win wawevis TiToeuli saSualeba gamoyenebuli unda iqnes<br />
zusti daniSnulebiT win wawevis miznebisagan da firmis<br />
finansuri SesaZleblobebisagan damokidebulebiT. SesaZlebelia<br />
win wawevis saSualebebis kombinaciis variantebis gamoyeneba.<br />
win wawevis saSualebebis efeqtianobis pirobebi ganisazRvreba<br />
sabiujeto xarjebis gaTvaliswinebiT. saqonlis<br />
win wawevaze danaxarjebis gaangariSebisas gamoiyeneba Semdegi<br />
wesi: es danaxarjebi unda iyos Semosavlebze naklebi, romelic<br />
miiReba win wawevis Sesabamisi saSualebebis gamoyenebis<br />
Sedegad.<br />
win wawevis saSualebebis SerCevaze gavlenas axdens saqonlis<br />
sasicocxlo ciklic. saqonlis bazarze danergvisa<br />
da zrdis etapebze mTavar rols TamaSobs reklama da PR, simwifis<br />
etapze stimulirebis mniSvneloba izrdeba reklamas-<br />
Tan SedarebiT. dacemis etapze reklama gamoiyeneba Sexsenebis<br />
mizniT, PR utoldeba nuls, magram gasaRebis stimulireba<br />
rCeba aqtiuri.<br />
299
300<br />
cxrili 14.1<br />
bazarze saqonlis win wawevis saSualebebis<br />
daxasiaTeba<br />
win wawevis<br />
saSualeba<br />
dadebiTi mxareebi uaryofiTi mxareebi<br />
reklama farTo geografia,<br />
ar aris dialogi,<br />
kontrolirdeba sponsoris Zneli ar aris<br />
mier, awvdis informacias individualuri<br />
saqonlis Sesaxeb,<br />
midgomis moZebna,<br />
SedarebiTi efeqti sxva xdeba informireba<br />
saqonelTan da<br />
aradaintere-sebuli<br />
konkurentebTan, TvalSi myidvelebis, xarjebi<br />
sacemi warmodgena,<br />
cvlilebebisadmi<br />
moqniloba, mcire<br />
TviTRirebuleba.<br />
mniSvnelovania<br />
personaluri piradi kontaqti, dialogi, informaciuloba<br />
gayidva<br />
individualuri midgoma, SezRudulia,<br />
momxmarebelTa moTxovnebis mniSvnelovani xarjebi,<br />
gaTvaliswineba, zusti bazris geografia ar<br />
miznobrivi bazari,<br />
inarCunebs mudmiv<br />
myidvelebs, ubiZgebs<br />
yidvisaken.<br />
arsebobs.<br />
sazogadoebasTan sarwmuno informacia, mudmivi zemoqmedebis<br />
urTierTobebi zemoqmede-bis farTo aucilebloba, Zviri<br />
(PR)<br />
auditoria, ukukavSiris<br />
SesaZlebloba,<br />
zemoqmedebis meTodebis<br />
mravalsaxeoba<br />
Rirebuleba<br />
gasaRebis<br />
gayidvebis gazrda,<br />
xanmokle periodiT<br />
stimulireba informacia<br />
gayidvebis gazrda,<br />
yidvis survils aRZravs droebiTi gamoyeneba,<br />
momxmarebelSi, xels yuradReba<br />
uwyobs yidvas<br />
gamaxvilebulia<br />
daTmobebze da ara<br />
xarisxze<br />
saqonlis win wawevis saSualebebis SerCevaze gavlenas<br />
axdens misi saxec. ase magaliTad, samomxmareblo saqonlisaTvis<br />
win wawevis kompleqsis struqtura warmogvidgeba Semdegi<br />
saxiT: reklama, gasaRebis stimulireba, personaluri<br />
gayidvebi, specializebuli gamofenebi da bazrobebi, PR aqciebi.<br />
Tu saubaria sawarmoo daniSnulebis saqonelze, maSin sa-
qonlis win wawevis kompleqsis struqtura aseTia: personaluri<br />
gayidvebi, gasaRebis stimulireba, reklama, specializebuli<br />
gamofenebi da bazrobebi, PR aqciebi.<br />
14.2 reklama rogorc marketinguli<br />
komunikaciis forma da misi saxeebi<br />
reklama garkveuli pasuxismgebeli piris mier sawarmosa<br />
da saqonlis Sesaxeb informaciis gavrcelebis upirovno<br />
fasiani saSualebaa. arsebobs reklamis cnebis mravali<br />
gansazRvreba (definicia).<br />
f. kotleris ganmartebiT reklama aris komunikaciis<br />
forma, romelic ganxorcielebulia informaciis gavrcelebis<br />
fasiani saSualebebis meSveobiT, dafinansebis wyaros<br />
zusti miTiTebiT. 1<br />
reklama aris komunikaciis saSualeba, romelic firmas<br />
saSualebas aZlevs gadaces Setyobineba potenciur myidvelebs,<br />
romlebTanac pirdapiri kontaqti ar gaaCniaT. reklamis<br />
daxmarebiT, firma qmnis markis imijs da axdens cnobadobis<br />
kapitalis formirebas saboloo momxmarebelTan, aRwevs<br />
TanamSromlobas movaWreebis mxridan.<br />
reklama daZalebis (Tavze moxvevis) komunikaciuri<br />
strategiis ZiriTadi instrumentia, iseve rogorc Cabmis<br />
strategiisaTvis (J.J lambeni). 2<br />
reklama es aris dialogi gamyidvelsa da momxmarebels<br />
Soris, sadac gamyidveli gamoxatavs Tavis zraxvebs sareklamo<br />
saSualebebis meSveobiT, xolo momxmarebeli mocemuli<br />
saqonliT dainteresebas. Tu myidvelis interesi ar gamovlinda<br />
es niSnavs, rom dialogi ar Sedga, da reklamis gadamcemis<br />
mizani ver iqna miRweuli (l. germogenova). 3<br />
reklama, rogorc komunikaciis specialuri forma,<br />
miznad isaxavs, aRuZras adamianebs gansazRvruli saqonlis<br />
SeZenis survili, an Camouyalibos maT dadebiTi Sexeduleba<br />
sawarmoze (prof. g. SublaZe). 4<br />
1 f. kotleri, dasax. wigni, gv. 511.<br />
2 m.e. seifulaevi, marketingi, moskovi, 2005, gv.111 (rus enaze)<br />
3 m. e. seifulaevi, dasax. wigni, gv. 112.<br />
4 g. SublaZe, marketingi. dasax. wigni, gv. 242.<br />
301
eklama aris firmis Ria Setyobineba potenciuri myidvelebis,<br />
saqonlisa da momsaxurebis momxmareblebis maTi xarisxis,<br />
Rirsebebis, upiratesobebis da aseve TviT firmebis<br />
damsaxurebebis Sesaxeb (Tanamedrove ekonomikuri leqsikoni).<br />
reklama aris nebismieri formiT, nebismieri saSualebebis<br />
daxmarebiT gavrcelebuli informacia (sareklamo informacia)<br />
fizikuri da iuridiuli pirebis, saqonlis, ideebis<br />
da wamowyebebis Sesaxeb, romelic gankuTvnilia ganusaz-<br />
Rvreli wris pirTaTvis da mowodebulia xeli Seuwyos am fizikuri,<br />
iuridiuli pirebis, saqonliT, ideebiT, wamowyebebiT<br />
dainteresebis formirebas maTi realizaciisaTvis (menejeris<br />
leqsikoni-cnobari).<br />
marketinguli komunikaciis sistemaSi reklamas ukavia<br />
gansakuTrebuli adgili. reklamis ZiriTadi mizania moTxovnis<br />
formireba, saqonlis gayidvisa da gasaRebis stimulireba.<br />
reklama warmoadgens myidvelis qcevis regulirebis,<br />
saqonelze (momsaxurebaze) yuradRebis mipyrobisa da<br />
TviT firmis dadebiTi imijis Seqmnis aqtiur instruments.<br />
reklama iwyeba sareklamo gamokvleviT, romelic warmoadgens<br />
marketinguli kvlevebis erT-erT mniSvnelovan<br />
sistemur mimarTulebas. misi mizania gamoavlinos: rogor,<br />
rodis da romeli saSualebebis daxmarebiTaa ukeTesi gasa-<br />
Rebis stimulireba da sareklamo RonisZiebebis ganxorcieleba.<br />
amisaTvis atareben: reklamis saSualebebis winaswar gamocdas,<br />
sareklamo kampaniis faqtiuri da mosalodneli Sedegebis<br />
Sedarebas, momxmareblebze reklamis zemoqmedebis<br />
xangrZlivobis Sefasebas, momxmareblebze zemoqmedebisa da<br />
firmis produqciisadmi maTi interesis amaRlebis axali sa-<br />
Sualebebis moZiebas.<br />
marketingul saqmianobaSi reklama gamoiyeneba rogorc<br />
mwarmoeblebis, aseve savaWro Suamavlebis mier. mwarmoeblebi<br />
miznad isaxaven moTxovnis stimulirebas konkretul<br />
saqonelze, sacalo da sabiTumo movaWreebis moqmedebebis<br />
gaaqtiurebas. Suamavali iyenebs mas konkretul savaWro<br />
sawarmoebTan (firmebTan) da momsaxurebis meTodebTan dadebiTi<br />
damokidebulebis Sesaqmnelad.<br />
sareklamo saqmianobis programis ganxorcielebis procesSi<br />
<strong>marketingis</strong> samsaxuris menejerma aucilebelia miiRos<br />
xuTi principulad mniSvnelovani gadawyvetileba:<br />
302
1) reklamis miznebisa da amocanebis Sesaxeb;<br />
2) reklamis saSualebebis (gavrcelebis arxebis) Sesaxeb:<br />
3) sareklamo mimarTvis Sesaxeb;<br />
4) sareklamo biujetis SemuSavebis Sesaxeb;<br />
5) sareklamo programis Sefasebis Sesaxeb.<br />
pirveli gadawyvetiuleba exeba reklamis miznisa da<br />
amocanis gansazRvras, romlebic SeiZleba iyos:<br />
— sainformacio;<br />
— rCevis mimcemi;<br />
— Semxsenebeli.<br />
sainformacio reklamas iyeneben ZiriTadad saqonlis<br />
sasicocxlo ciklis pirvel etapze — bazarze saqonlis danergvis<br />
etapze, rodesac firmis winaSe dgas amocana saqonelze<br />
pirveladi moTxovnis formirebis Sesaxeb. misi mizania<br />
miawodos momxmarebels informacia axal saqonelze, fasebis<br />
cvlilebaze, auxsnas mas saqonlis gamoyenebis wesi, saqonelsa<br />
da sawarmoze momxmarebels Camouyalibos swori Sexeduleba.<br />
rCevis mimcemi reklama yvelaze ufro agresiulia. gamoiyeneba<br />
saqonlis sasicocxlo ciklis meore etapze — gayidvis<br />
moculobis zrdis etapze, rodesac firmis winaSe<br />
dgas SerCeviTi moTxovnis formirebis amocana. igi miznad<br />
isaxavs: Camouyalibos momxmarebels ama Tu im sasaqonlo<br />
markisadmi upiratesobis miniWebis grZnoba, daarwmunos momxmarebeli<br />
saqonlis yidvis aucileblobaSi.<br />
Semxsebebeli reklama gansakuTrebiT mniSvnelovania<br />
saqonlis sasicocxlo ciklis mesame etapze — simwifis etapze,<br />
roca saWiro xdeba momxmareblisaTvis bazarze maTi saqonlis<br />
arsebobis Sexseneba, momxmareblis cnobierebaSi saqonlis<br />
Sesaxeb informaciis SenarCuneba, mudmivad Sexseneba<br />
Tu sad SeiZleba saqonlis yidva.<br />
meore gadawyvetileba exeba reklamis saSualebebis<br />
SerCevas, e.i. misi gavrcelebis Sesabamisi arxis SerCevas.<br />
reklamis gavrcelebis ZiriTadi arxebia (ix. cxrili<br />
14.2):<br />
1) presa, radio, televizia, kino, gare da satransporto<br />
reklama (abovi - the - line). misi gavrcelebis wyaroebia:<br />
gazeTebi, Jurnalebi, cnobarebi, weliwdeule-<br />
303
i, radio da telegadacemebi, plakatebi, banerebi,<br />
eleqtrodafebi, yvela saxis transporti;<br />
2) specialuri sareklamo literatura (sareklamo<br />
furclebi, bukletebi katalogebi da sxv.), kalendari,<br />
sademonstracio stendebi da a.S.;<br />
3) pirdapiri safosto reklama (direct mail);<br />
4) reklama internetis meSveobiT (banerebi, e-mail, web -<br />
saitebi, sareklamo saqmianoba on-line).<br />
reklamis gavrcelebis arxebis SerCeva damokidebulia<br />
reklamis miznebsa da amocanebze, agreTve sareklamo saSualebebSi<br />
reklamis ganTavsebis Rirebulebasa da maTTvis damaxasiaTebel<br />
niSan-Tvisebebze.<br />
cxrili 14.2<br />
sareklamo informaciis gavrcelebis saSualebebi<br />
saSualebebi upiratesoba SezRudva<br />
gazeTebi moqniloba, Tavisdrouloba,<br />
adgilobrivi<br />
bazris kargi<br />
momcvelobis<br />
unari, farTo aRiareba,<br />
saimedoobis<br />
maRali done<br />
Jurnalebi geografiuli da<br />
demografiuli<br />
SerCeviTobis maRali done,<br />
saimedooba da prestiJuloba,<br />
gameorebis<br />
kargi xarisxi,<br />
xangrZlivi arseboba.<br />
televizia xalxis farTo masebis mocva,<br />
erTdroulad adamianis<br />
smenisa da<br />
mxedvelobis organoebze<br />
zemoqmedeba,<br />
gamosaxulebis, xmisa da<br />
moZraobis Serwyma, grZnobiTi<br />
zemoqmedeba,<br />
yuradRebis<br />
mizidvis<br />
maRali xarisxi<br />
304<br />
arsebobis xanmokle<br />
periodi, mdare<br />
xarisxi, asaxvis,<br />
gameorebiTi”,<br />
mkiTxvelebis<br />
umniSvnelo<br />
auditoria<br />
xangrZlivi dro<br />
(daSoreba) yidvis<br />
adgilsa da reklamis<br />
gamocxadebas Soris,<br />
gamousadegari<br />
tiraJis arseboba<br />
didi absoluturi<br />
Rirebuleba,<br />
gadatvirTva<br />
reklamiT, sareklamo<br />
kontaqti wuTieria,<br />
auditoriis SerCevis<br />
mcire SesaZlebloba.
adio gamoyenebis masobrioba,<br />
geografi-<br />
uli da demografiuli<br />
SerCeviTo-<br />
bis maRali done, mcire<br />
Rirebu-<br />
leba<br />
gare<br />
reklama<br />
pirdapiri<br />
safosto<br />
reklama<br />
(direct mail)<br />
moqniloba, gameorebiTi<br />
kontaqtebis mravaljeradoba,<br />
mcire Rirebuleba, susti<br />
konkurencia<br />
moqniloba, auditoriis<br />
SerCevis<br />
didi SesaZleblobebi,<br />
sareklamo<br />
konkurentebis ar arseboba,<br />
pirov-<br />
nuli xasiaTi<br />
warmodgenilia<br />
mxolod bgeriTi<br />
(xmovani)<br />
saSualebebiT,<br />
yuradRebis mizidvis<br />
xarisxi mdarea<br />
televiziasTan<br />
SedarebiT, sareklamo<br />
kontaqti wuTieria<br />
ar aris miznobrivi<br />
auditoriis SerCevis<br />
SesaZlebloba,<br />
SezRudulia<br />
SemoqmedebiTi<br />
midgoma reklamis<br />
Sedgenisa da<br />
gavrcelebis<br />
procesSi<br />
SedarebiT didi<br />
Rirebuleba,<br />
,,makulaturobis”<br />
saxe.<br />
sareklamo kampaniis procesSi auditoriasTan kavSiri<br />
myardeba sareklamo mimarTvis daxmarebiT. man unda uzrunvelyos<br />
saqonelTan dadebiTi damokidebulebis formireba<br />
da myidvelis darwmuneba misi SeZenis aucileblobaSi. mimar-<br />
Tvis Seqmnis procesSi gamoyofen sam etaps:<br />
1) mimarTvis ideis formireba;<br />
2) variantebis Sefaseba da SerCeva;<br />
3) mimarTvis Sesruleba.<br />
sareklamo mimarTvis Sedgenisas presisaTvis aucilebelia<br />
rigi mniSvnelovani faqtorebis gaTvaliswineba. upirveles<br />
yovlisa saWiroa ganisazRvros sareklamo mimarTvis<br />
gadacemis saSualeba da dadgindes bazris miznobrivi jgufi.<br />
sareklamo mimarTvis Sedgena literaturuli saqmianobis<br />
gansakuTrebuli saxea. mimarTva unda iyos yuradRebis mimpyrobi,<br />
mokle da gasagebi maTTvis, visi misamarTiTaa igi gamiznuli.<br />
sareklamo mimarTvis Sedgenisa da gadacemis saSualebis<br />
SerCevis Semdeg, mimRebi iwyebs miRebuli informaciis<br />
,,gaSifvras” (dekodirebas). yoveli aseTi mimRebi informaci-<br />
305
as iRebs Taviseburad, amitomac ar SeiZleba zustad ganisaz-<br />
Rvros aris Tu ara sworad gagebuli miRebuli mimarTva. auditoriaze<br />
zemoqmedeba damokidebulia imaze Tu es auditoria<br />
rogor aRiqvams mas. yvelaze damarwmunebels warmoadgens<br />
is mimarTvebi, romlebic gadaicema ndobiT aRWurvili<br />
wyaroebis mier. sareklamo mimarTvam saWiroa miipyros yuradReba,<br />
SeinarCunos interesi, aRuZras survili myidvels<br />
da aiZulos moqmedebis (yidvis) ganxorcielebisaTvis.<br />
sareklamo mimarTvis Seqmna iTvaliswinebs sami problemis<br />
gadawyvetas: ra iTqvas; rogor iTqvas; rogor gaformdes<br />
mimarTva.<br />
mimarTvis teqstis (Sinaarsis) Sesadgenad gamoiyeneba<br />
sami tipis motivi:<br />
• racionaluri motivebi;<br />
• emociuri motivebi;<br />
• zneobrivi motivebi.<br />
mimarTvis forma unda iyos qmediTi. beWvdiT reklamaSi<br />
saWiroa saTauris gamoyofa, ilustraciebis gamoyeneba da<br />
feradi gaformeba. Tu mimarTvis gadacema xdeba radioTi an<br />
televiziiT, guldasmiT xdeba formulirebis SerCeva, xmovani<br />
monacemebis (saubris tembri, toni, danawevrebuli metyveleba)<br />
da metyvelebis saSualebebis gamosaxatavad wamyvani<br />
yuradRebas unda aqcevdes saxis gamometyvelebas, Jests, pozas,<br />
da Tu informaciis matarebels warmoadgens TviT saqoneli,<br />
maSin saWiroa yuradRebis gamaxvileba saqonlis faqturaze,<br />
aromatze, ferze, zomebze, formaze da a.S.<br />
sareklamo mimarTva unda iyos mokle, saintereso, damajerebeli,<br />
gasagebi, dinamikuri, gameorebadi, xatovani, originaluri.<br />
sainformacio — sareklamo masalebis sabazo saxeebia:<br />
sainformacio werili, komerciuli winadadeba, sareklamo<br />
furceli, bukleti, prospeqti, katalogi.<br />
• rogori unda iyos firmis reaqcia dacemis periodSi;<br />
• gasaRebis arxebis romel monawiles unda mieces davaleba<br />
win wawevisaTvis;<br />
• rogoria sareklamo mimarTvis Seqmnis Rirebuleba.<br />
radganac reklama orientirebulia moTxovnaze, warmo-<br />
Sobs gasaRebas da firmam Zalian frTxilad unda Seamciros<br />
biujeti. Tu dasaxuli miznebi reklamis kampaniis msvlelo-<br />
306
aSi ver miiRweva, maSin aucilebelia mieces Sefaseba gamoyenebuli<br />
reklamis saSualebebs da moxdes maTi Secvla.<br />
sareklamo biujetis damuSavebisas SeiZleba gamoyenebul<br />
iqnes Semdegi meTodebi:<br />
1) gaangariSebis meTodi ,,arsebuli saSualebebidan”, e.<br />
i. imdeni, ris saSualebasac iZleva firmis biujeti;<br />
2) gaangariSebis meTodi ,,procentebSi gayidvebis Tanxidan<br />
an saqonlis gasayidi fasidan” (magaliTad, 2%<br />
gayidvebis Tanxis);<br />
3) konkurentuli paritetis meTodi, rodesac firma<br />
adgens Tavisi biujetis dones Tavisi konkurentebis<br />
biujetis doneze;<br />
4) gaangariSebis meTodi ,,miznisa da amocanebidan gamomdinare”,<br />
rodesac stimulirebisaTvis biujeti<br />
formirdeba konkretuli miznebis SemuSavebis, amocanebis<br />
gansazRvris safuZvelze, romlebic unda gadaiWras<br />
am miznebis misaRwevad.<br />
mexuTe meTodi exeba sareklamo programis Sefasebas.<br />
arsebobs reklamis efeqtianobis Sefasebis sxvadsxva xerxi:<br />
testi reklamis gagebasa da damaxsovrebaze; azrisa da damokidebulebis<br />
Sefasebis meTodi; SekveTebisa da gayidvebis Sefaseba.<br />
reklamis gamoyenebas Tan axlavs gansazRvruli sirTuleebi:<br />
televizia, radio da a.S. ZviradRirebulia da ar SeiZleba<br />
iyos erTnairad qmediTi yvela saxis saqonelisaTvis.<br />
efeqtiani reklamis ZiriTadi principebia:<br />
� reklamis safuZveli unda iyos kargi idea;<br />
� myidveli ar iyidis imas, rac ar icis;<br />
� simarTle saqonlis Sesaxeb saWiroa ecnobos lamazad<br />
da srulad;<br />
� emociebi reklamaSi unda iyos mxolod dadebiTi;<br />
� argumentebi — mxolod reklamis sasargeblod;<br />
� saqonlis Rirseba srulad unda iqnes gaxsnili da<br />
ara SemoklebiT;<br />
� saqonlis Rirebuleba unda Seesabamebodes reklamis<br />
Rirebulebas (ZviradRirebul saqonels Wirdeba<br />
ZviradRirebuli reklama);<br />
� aucilebelia Tavisi auditoriis gaTvaliswineba;<br />
307
� reklamis stili da saxe unda iyos eqskluziuri, sakuTari.<br />
reklamis klasifikacias axdenen sxvadasxva niSnis safuZvelze.<br />
reklama SeiZleba iyos:<br />
— arasaTanado;<br />
— kontrreklama;<br />
— socialuri reklama;<br />
— faruli reklama.<br />
obieqtis mixedviT reklama SeiZleba iyos:<br />
— sasaqonlo;<br />
— prestiJuli.<br />
gamoyenebuli sainformacio saSualebebis mixedviT<br />
gamoiyofa:<br />
— klasikuri reklama masobrivi informaciis saSualebebSi;<br />
— pirdapiri reklama;<br />
— reklama saqonlis gasaRebis adgilebSi;<br />
— reklama informaciis axali saSualebebiT.<br />
arasaTanado reklamas warmoadgens arakeTilsindisieri,<br />
arasarwmuno, araeTikuri, aSkara tyuili reklama, romelSic<br />
daSvebulia Secdomebi misi Sinaarsisadmi arsebuli<br />
moTxovnebidan gamomdinare.<br />
kontrreklama aris arasaTanado reklamis uaryofa,<br />
romlis gavrceleba aucilebelia arasaTanado reklamiT gamowveuli<br />
Sedegebis likvidaciisaTvis.<br />
socialuri reklama warmoadgens sazogadoebriv da<br />
saxelmwifo interesebs da mimarTulia saqvelmoqmedo miznebis<br />
misaRwevad.<br />
faruli reklama aris reklama, romelic axdens momxmareblis<br />
mier gaucnobierebel zemoqmedebas mis aRqmaze<br />
radio, tele, video, audio, kinoproduqciis da a.S.. informaciis<br />
gavrcelebis sxva saSualebebis gziT. aseTi reklamis gamoyeneba<br />
dauSvebelia.<br />
sasaqonlo reklama — reklama, romelic axorcielebs<br />
produqciis reklamirebas da miznad isaxavs momxmareblis<br />
dawmunebas SeiZinos saqoneli.<br />
prestiJuli reklama — reklama, romelic anxorcielebs<br />
mTlianad sawarmos reklamirebas. mas xSirad korporaciul,<br />
safirmo reklamasac uwodeben. misi mizania sawarmos<br />
308
dadebiTi saxis propaganda da xels uwyobs sawarmos (firmis)<br />
imijis Seqmnas.<br />
klasikuri reklama mimarTulia anonimuri momxmareblisadmi<br />
radios, televiziis, gazeTebisa da Jurnalebis gamoyenebiT.<br />
reklama saqonlis gasaRebis obieqtebSi emyareba<br />
sxvadasxva saxis maCveneblebis, plakatebis, vitrinebis da<br />
sxva saSualebebis gamoyenebas. igi orientirebulia momxmarebelTa<br />
konkretul jgufze da anonimuria.<br />
pirdapiri reklama moicavs yvela im sareklamo Ronis-<br />
Ziebas, romelTa meSveobiTac reklamis Semqmneli werilobiT<br />
an sxva formiT, uSualod mimarTavs SerCeul miznobriv<br />
jgufs. pirdapiri reklamisTvis gamoiyeneba sareklamo werili,<br />
amanaTvaWrobis katalogebi da sxva saSualebebi.<br />
personaluri reklama saqonlis gamyidvelebis mier<br />
misi zepiri wardgenaa momxmareblis winaSe. reklamis es saxe<br />
Zalian efeqtiania, radgan informaciis gamavrceleblebi gamoiyurebian<br />
gacilebiT ufro sarwmunod. personalur reklamas<br />
ewevian ufro avtoritetuli pirebi TavianT mimdevrebs<br />
Soris.<br />
reklamis informaciis axal saSualebebs miekuTvneba<br />
reklama telefaqsis, videotestebis, sakabelo televiziis<br />
da radios, kompiuteruli qselis meSveobiT.<br />
14.3 personaluri gayidvebi<br />
marketinguli komunikaciis kompleqsis mniSvnelovani<br />
elementia personaluri gayidvebi. isini ganekuTvnebian<br />
pirdapiri <strong>marketingis</strong> saxes. personaluri gayidva zepiri<br />
wardgenaa saqonlze saubrisas erT an ramdenime potenciuri<br />
momxmareblisaTvis gayidvis ganxorcielebis mizniT. personaluri<br />
(piradi) gayidva iTvaliswinebs uSualo kontaqts<br />
erT personalur myidvelTan (an jgufTan) saqonlis prezentaciis<br />
gziT SekveTis miRebis mizniT, zogierT SemTxvevaSi<br />
ki pirdapiri miyidvis mizniT. aseT situacias aqvs adgili,<br />
rodesac firmis (kompaniis) warmomadgeneli uTanxmdeba Sexvedraze<br />
personalur klients, midis mis ofisSi da personalurad<br />
warudgens mas Tavisi kompaniis produqts. personaluri<br />
gayidvebi produqtis realizaciis gazrdis yvelaze<br />
efeqtiani xerxia, ramdenadac profesiulad momzadebuli<br />
309
gamyidveli yvelaze karg warmodgenas uqmnis klients mwarmoeblisa<br />
da produqtis Sesaxeb, magram sakmaod ZviradRirebulia,<br />
ramdenadac moiTxovs gamyidvelebis SerCevas, maT<br />
momzadebas, gadaadgilebis xarjebis dafarvas. igi yvelaze<br />
efeqtiania yidvis procesis TiTqmis yvela stadiaze rogoricaa<br />
samomxmareblo rCevisa da darwmunebis formirebis<br />
stadia, uSualod yidva-gayidvis aqtis ganxorcielebis stadia<br />
da sxva.<br />
reklamasTan SedarebiT personaluri gayidvebis teqnikisaTvis<br />
niSandoblivia gansazRvruli, mxolod misTvis<br />
damaxasiaTebeli Tvisebebi. magaliTad, igi xels uwyobs sxvadasxva<br />
urTierTobebis damyarebas — formaluridan (gamyidveli<br />
da myidveli) mtkice megobrobamde. gamyidveli cdilobs<br />
klientTan daamyaros ndobis kontaqti, ris Semdegac<br />
myidvels uCndeba movaleobis grZnoba masTan warmoebuli<br />
saubris gamo, yuri daugdos, reagireba moaxdinos, Tundac<br />
es reaqciebi dakavSirebuli iyos Tavazian madlierebasTan.<br />
personaluri gayidva yvelaze ZviradRirebuli meTodia<br />
firmis mier gamoyenebuli zemoqmedebebidan. piradi gayidvebis<br />
efeqtianoba gansxvavebulia samomxmareblo da sawarmoo<br />
daniSnulebis saqonlis bazrebis mixedviT. samomxmareblo<br />
saqonlis mwarmoebeli firmebi, romlebic awarmoeben<br />
samomxmareblo saqonels, Cveulebriv xarjaven fulad saxsrebs<br />
reklamaze, da amis Semdeg piradi gayidvebis organizaciaze.<br />
sawarmoo daniSnulebis saqonlis mwarmoebeli firma,<br />
piriqiT, gamoyofs fuladi saxsrebis mniSvnelovan nawils<br />
piradi gayidvebis organizaciaze, xolo fuladi saSualebebis<br />
darCenil nawils xarjavs gasaRebis stimulirebaze, reklamaze<br />
da sazogadoebasTan urTierTobaze (PR).<br />
310<br />
14.4 sazogadoebasTan urTierTobebi<br />
,,pablik rileiSnz” (PR) niSnavs ,,sazogadoebasTan urTier-<br />
Tobas”. masSi igulisxmeba firmis saqmianoba sazogadoebas-<br />
Tan, aucilebel socialur garemosTan kavSiris dasamyareblad<br />
sazogadoebrivi azris formirebis mizniT, e.i. sazogadoebrivi<br />
azris organizacia sawarmos (firmis) ufro warmatebuli<br />
funqcionirebisa da misi reputaciis amaRlebis mizniT.<br />
es aris urTierTobis xelovneba sazogadoebriv struq-
turebsa da moqalaqeebs Soris mTeli sazogadoebis interesebidan<br />
gamomdinare.<br />
cneba ,,sazogadoebrioba” aerTianebs Semdeg jgufebs:<br />
• adgilobrivi mcxovreblebi;<br />
• potenciuri momxmareblebi;<br />
• firmis mosamsaxureebi;<br />
• mimwodeblebi;<br />
• safinanso bazris warmomadgenlebi;<br />
• distributorebi;<br />
• momxmareblebi da sargeblobis uflebis mqone pirebi;<br />
• sazogadoebrivi azris Semqmnelebi an liderebi.<br />
sazogadoebasTan urTierTobis (PR) amocanebia:<br />
� firmis imijis formireba;<br />
� firmis kavSiris uzrunvelyofa masobrivi informaciis<br />
saSualebebTan;<br />
� muSaoba mosaxleobasTan;<br />
� muSaoba sazogadoebriv organizaciebTan;<br />
� muSaoba partniorebTan da konkurentebTan;<br />
� sazogadoebriobis informireba;<br />
� sazogadoebrivi azris zondireba;<br />
� sazogadoebrivi azris monitoringi;<br />
� warmomadgenlobiTi saqmianoba;<br />
� konfliqtebis profilaqtika;<br />
� firmis ,,megobarTa wris” formireba;<br />
� firmis krizisis daZleva;<br />
� sponsoroba.<br />
menejmentsa da marketingSi sazogadoebasTan urTier-<br />
Tobis rolsa da adgils naTlad warmogvidgens Semdegi sqema<br />
(nax. 14.5).<br />
rogorc sqemidan Cans mWidro urTierTdamokidebuleba<br />
da urTierTkavSiri arsebobs sazogadoebasTan urTierTobas,<br />
marketingsa da menejments Soris. amasTan ar arsebobs<br />
maT Soris ierarqiuli daqvemdebarebis damokidebuleba.<br />
menejmenti sazogadoebasTan urTierTobis winaSe ayenebs<br />
saerTo da konkretul amocanebs, romlebic ukavSirdebian<br />
firmis saqmianobis gansazRvrul periodebs, uzrunvelyofen<br />
organizaciisa da marTvis procesis erTianobas.<br />
311
marketingi sazogadoebasTan urTierTobas aniWebs gansakuTrebul<br />
mniSvnelobas firmis saqmianobis saboloo miznis<br />
misaRwevad — maqsimalurad SesaZlebeli mogebis miReba. PR-i<br />
marketingTan damokidebulebaSi TamaSobs dazvervis rols,<br />
romelic mowodebulia placdarmis mosamzadeblad, SemdgomSi<br />
marketinguli saqmianobis warmatebiT gasaSlelad.<br />
nax. 14.5 kavSirurTierToba sazogadoebasTan<br />
sazogadoebasTan urTierTobis rogorc saSualebebi,<br />
aseve meTodebi arsebiTad gansxvavdebian <strong>marketingis</strong> Sesabamisi<br />
instrumentebisagan. ase magaliTad, marketinguli reklamisagan<br />
gansxvavebiT sazogadoebasTan urTierTobis RonisZiebebi:<br />
� tardeba, rogorc wesi, Cumad da SeumCnevlad;<br />
� gaTvlilia ara pirdapir efeqtze, aramed xangrZliv<br />
moqmedebaze;<br />
� tardeba ara ,,aq da axlave”, aramed mniSvnelovani periodis<br />
ganmavlobaSi sxvadasxva adgilebSi;<br />
� ar ukavSirdeba, iSviaTi gamonaklisis garda, gansaz-<br />
Rvrul saqonels da misi bazarze gamotanis aucileblobas;<br />
312
� amitom isini ,,ikvebebian” sxvadasxva dafinansebis<br />
wyaroebidan: reklama — saqonlis <strong>marketingis</strong> xarjTaRricxviT,<br />
xolo PR — firmis ganviTarebis fondidan;<br />
� iyeneben tradiciul sareklamo xerxebs mxolod<br />
SezRudulad;<br />
� maTi dagegmva, organizacia da marTva xorcieldeba<br />
firmis xelmZRvanelobis da ara <strong>marketingis</strong> samsaxuris<br />
mier.<br />
sazogadoebasTan urTierTobis ZiriTadi obieqtebia:<br />
• mosaxleoba;<br />
• momxmareblebi;<br />
• sabazro garemo;<br />
• sazogadoebrivi organizaciebi;<br />
• marTvis saxelmwifo da adgilobrivi organoebi;<br />
• masobrivi informaciis saSualebebi;<br />
• personali da ,,firmis megobrebi”.<br />
sazogadoebasTan urTierTobis saSualebebi SeiZleba<br />
daiyos sam did jgufad:<br />
– verbaluri;<br />
— araverbaluri;<br />
— damxmare.<br />
verbaluri, e. i. metyvelebiTi saSualebebi ZiriTadia,<br />
romlebic uzrunvelyofen sazogadoebisaTvis misawodebeli<br />
ZiriTadi azris mokled, zustad da gasagebad gadmocemas.<br />
verbaluri saSualebebi unda pasuxobdnen Semdeg moTxovnebs:<br />
� Seicavdes aucilebel masalas;<br />
� misi saTanado saxiT gadmocema;<br />
� sworad unda iqnes adresirebuli;<br />
� zustad unda iqnes orientirebuli adgilisa da<br />
drois mixedviT.<br />
verbaluri saSualebebi SeiZleba iyos rogorc zepiri,<br />
aseve werilobiTi. sazogadoebis winaSe zepir gamosvlebs<br />
SeuZliaT Semdegi amocanebis gadaWra:<br />
� auditoriis informireba firmis saqmianobis Sesaxeb;<br />
� auditoriis kavSiris organizeba firmasTan;<br />
313
� saqonlis win wawevisaTvis xelis Sewyoba;<br />
� novaciis uzrunvelyofa.<br />
teqstobrivi masala SeiZleba gadacemuli iqnes Semdegi<br />
formiT:<br />
� prezentaciaze gamosasvlelad:<br />
� pres-relizi (an nius – relizi):<br />
� sareklamo teqsti;<br />
� saqonlis aRweriloba;<br />
� analitikuri masala;<br />
� werilebi masobrivi informaciis saSualebebisaTvis;<br />
� reportaJisaTvis;<br />
� narkvevisa da esses saxiT.<br />
araverbalur saSualebebSi igulisxmeba: Jestebi, gamomsvlelis<br />
sxeulis mdgomareobis cvlileba, misi garegnobis Taviseburebebi<br />
da a. S.<br />
araverbaluri saSualebis gamoyenebis mniSvneloba ganisazRvreba<br />
imiT, rom arametyvelebiTi gziT gadaecema gadasacemi<br />
informaciis naxevarze meti, maSin rodesac verbaluri<br />
gziT gadaecema — 10%-ze naklebi.<br />
sazogadoebasTan urTierTobis mTavari amocanaa firmis<br />
pablisitisa da imijis formireba.<br />
pablisiti aris firmis garegnuli saxe. es aris is, Tu<br />
rogor warsdgeba firma gare samyaros winaSe.<br />
termini ,,pablisiti” gamoiyeneba ori mniSvnelobiT.<br />
pirveli, es aris sajarooba, cnobadoba, popularoba. meore,<br />
Tu mxedvelobaSia misaRebi sawarmos (firmis) marketinguli<br />
sistema, es aris saqonelze (momsaxurebaze) moTxovnis upirovno<br />
stimulireba an saqmianoba gamoqveynebis (gazeTSi) sa-<br />
SualebiT an sasurveli prezentaciis miReba radioSi, televiziaSi,<br />
an scenaze, romlebic ar anazRaurdeba garkveuli<br />
sponsoris mier.<br />
pablisitis miznebi miiRweva upiratesad masobrivi informaciis<br />
saSualebebiT.<br />
firmis imiji aris firmis saxe, reputacia, sazogadoebis,<br />
momxmareblebisa da klientebis Sexeduleba firmis<br />
314
prestiJis, misi saqonlisa da momsaxurebis Sesaxeb (prof. g.<br />
SublaZe). 1<br />
kargi imijis Seqmna erT-erTi sakvanZo rgolia bazarze<br />
firmis saqonlis win wawevis, konkurenciul brZolaSi upiratesobis<br />
miRwevisaTvis. gamoyofen firmis imijs, markis<br />
imijs, saqonlis imijs.<br />
pablisiti da firmis imiji ganuyoflad arian dakavSirebuli<br />
erTmaneTTan da maTi uzrunvelyofa xdeba erTi da<br />
igive moqmedebebis ganxorcielebiT. es moqmedebebi pirobi-<br />
Tad SeiZleba daiyos damoukidebeli azris mqone RonisZiebebis<br />
or did jgufad:<br />
� RonisZiebebi, romlebic uzrunvelyofen firmis organizaciuli<br />
kulturisa da stilis formirebas;<br />
� specialuri (miznobrivi) RonisZiebebi;<br />
firmis organizaciuli kulturisa da stilis formirebis<br />
RonisZiebebi qmnian:<br />
• TanamSromelTa garegnul saxes;<br />
• sistemur dizains;<br />
• safirmo stils.<br />
sazogadoebasTan urTierTobis specialuri (miznobrivi)<br />
RonisZiebebis saxiT gamoiyeneba:<br />
• prezentaciebi;<br />
• ceremoniebi da aqciebi;<br />
• konferenciebi;<br />
• Sexvedrebi;<br />
• Ria karis dReebi;<br />
• mrgvali magidebi;<br />
• gamofenebi da bazrobebi;<br />
• RirsSesaniSnavi TariRebi;<br />
• miReba da sxva RonisZiebebi.<br />
pablisitis strategiis SerCva iwyeba moTxovnilebebisa<br />
da SesaZleblobebis realuri SefasebiT, rogorc emociuri,<br />
aseve praqtikuli TvalsazrisiT. PR — kampaniis momzadebisas<br />
yvelaze efeqtiani pablisitis misaRwevad aqtiurad<br />
iyeneben Sesabamis RonisZiebebs.<br />
1 marketingi, dasax. wigni, gv. 285<br />
315
firmis saqonlis pablisitis dasamuSaveblad saWiroa<br />
geografiuli Taviseburebebis gaTvaliswineba. TiToeul<br />
saqonels (momsaxurebas) gaaCnia gavrcelebis bunebrivi saz-<br />
Rvrebi. es sazRvrebi SeiZleba iyos adgilobrivi (regionuli),<br />
erovnuli an saerTaSoriso. sazRvrad SeiZleba miCneuli<br />
iqnes sawarmos (firmis) teritoriis da potenciuri momxmareblebis<br />
sacxovrebeli adgili. amasTan did mniSvneloba<br />
eniWeba klimatur pirobebs, saWiroa daculi iqnes pablisitis<br />
masStaburoba: Tu pablisiti tardeba erovnuli masStabiT,<br />
saWiro ar aris informaciis dublireba adgilobriv bazarze.<br />
magram amasTan aucilebelia imis mxedvelobaSi miReba,<br />
rom pablisitis formirebisaTvis gaweuli Zalisxmevis<br />
didi nawili saqmianobis sferos sazRvris miRma ixarjeba<br />
amaod. Tu saqmianobis masStabebi regionulia an erovnuli,<br />
maSin pablisitis kampania unda Seesabamebodes maT. am Sem-<br />
TxvevaSi ukeTesia konsultireba gayidvebis samsaxurTan dazustebis<br />
TvalsazrisiT, Tu romeli raionebi saWiroeben<br />
gansakuTrebul yuradRebas.<br />
TiToeul saqonels (momsaxurebas) yavs Tavisi momxmarebeli.<br />
pablisitis kampaniis dagegmvisa da sainformacio mimarTvebis<br />
Sedgenis dros saWiroa momxmarebelTa yvela jgufis<br />
interesebis gaTvaliswineba. arsebobs momxmarebelTa<br />
mravali jgufebi gansakuTrebuli interesebiT: mecnierebi,<br />
xelovnebis moRvaweebi, pensionerebi, mogzaurebi, damsveneblebi<br />
da a.S. amitom racionaluria bazarze saqonlis win waweva<br />
ara erTi, aramed potenciuri momxmareblebis ramdenime<br />
jgufisaTvis, rac Tavis mxriv moiTxovs. pablisitis gegmis<br />
damuSavebas Sesabamisi prioritetebis gamoyofiT.<br />
pablisitis kampaniis dawyebisas an programis momzadebisas<br />
saWiroa zustad ganisazRvros rogori informacia arsebobs:<br />
faqtebi, axali ambebi, firmis istoria, saqoneli. es<br />
SeiZleba iyos informacia adamianebis samaxsovro TariRebis,<br />
axali winadadebebis, vaWrobis organizaciis, originaluri<br />
Canafiqris, axali personalis mozidvis Sesaxeb. momxmarebelTa<br />
yuradRebis mipyroba SeiZleba cnobili pirovnebebis<br />
saqonliT dainteresebis demonstrirebiT. Tu saqoneli<br />
iwarmoeba istoriul adgilas, maSin es yvelaze xelsayrelia<br />
pablisitis aqciis Casatareblad.<br />
pablisitis kampaniis Catarebis win aucilebelia saqonlis<br />
profesiuli suraTebis gakeTeba, saintereso da cnobi-<br />
316
li adamianebis mier gansakuTrebul situaciebSi maTi gamoyenebis<br />
ukeTesad Cveneba. saqonlis aseTi specialuri fotoebi<br />
TvalsaCinos xdis mis Rirsebebs rogorc Cveulebriv momxmareblisaTvis,<br />
aseve profesionalebisaTvis.<br />
rogorc wesi, igegmeba saxeobrivi Cvenebebi (fotosuraTebi,<br />
produqciis nimuSebi, sademonstracio modelebi),<br />
romlebsac SeuZliaT interviu gaxadon ufro damajerebeli<br />
da saintereso. SeiZleba werilobiT mimarTva radio da televiziis<br />
interviuerebisaTvis, firmis warmomadgenlebTan<br />
Sexvedris SeTavazebis mizniT, rac bunebrivia gaafarTovebs<br />
sainformacio vels.<br />
pablisitis programa unda iyos kargad mofiqrebuli,<br />
gamarTuli eniT dawerili, logikuri, unda SeeZlos Zlieri<br />
STabeWdilebis moxdena, realuri, moqnili da a.S.<br />
pablisitis gegma gulisxmobs, upirveles yovlisa, miznis<br />
gansazRvras da Semdeg informaciuli saSualebis SerCevas,<br />
romelsac gaaCnia farTo auditoria da didi tiraJi. aucilebelia<br />
myidvelebis mozidva aqciebiT, konkursebiT, prezentaciebiT,<br />
romlebic tardeba masobrivi sainformacio sa-<br />
Sualebebis daxmarebiT an gayidvis adgilebze. SeiZleba aseve<br />
latariis gaTamaSeba. mizanSewonilia agreTve broSurebis gamoSveba<br />
saqonlis gamoyenebis Sesaxeb, televiziisa da radiosaTvis<br />
programis organizeba, pres-relizis gamoSveba, romlebic<br />
Seicaven informacias saqonlisa da misi gamoyenebis SefuTvis<br />
Sesaxeb da a. S.<br />
sazogadoebasTan urTierTobis umniSvnelovanesi amocanebia<br />
sazogadoebis informireba biznesis axali Sedegebisa<br />
da siaxleebis Sesaxeb, siaxleebis demonstracia saqmian<br />
Sexvedrebze, konferenciebze, lanCze komunikaciuri teqnikis<br />
gamoyenebiT. mizanSewonilia firmebSi Seiqmnas gansaz-<br />
Rvruli pres-centrebi, moewyos gamofenebi. gamofenebs Tan<br />
axlavs ormagi efeqti: produqciis demonstracia da personaluri<br />
kontaqtebi. amitom saWiroa gamofenebis gulmodginebiT<br />
dagegmva sareklamo kampaniisa da PR — aqciis miznebidan<br />
gamomdinare, Temis SerCeva, ganlageba da proeqtireba.<br />
miznis SerCevis dros ZiriTad amocanad dasaxuli unda<br />
iqnes arsebuli momxmareblis SenarCuneba da potenciuri<br />
momxmareblis mozidva (cxrili 14.3).<br />
317
318<br />
cxrili 14.3.<br />
miznebis klasifikacia momxmarebelTa SenarCunebisa<br />
da mozidvisaTvis<br />
momxmarebelTa<br />
kategoriebi<br />
arsebuli<br />
momxmareblebi<br />
potencuiri<br />
momxmareblebi<br />
gayidvis mizani sawarmos (firmis)<br />
mizani<br />
kavSiris SenarCuneba.<br />
informireba,<br />
Setyobinebis gadacema.<br />
damatebiTi gayidvebis<br />
stimulireba<br />
kontaqtebi prospeqtebis<br />
daxmarebiT. saWiroebebis<br />
gansazRvra. informaciis<br />
gadacema. kavSiri<br />
Semdgomi kontaqtisa an<br />
gayidvisaTvis<br />
imijis dacva,<br />
produqciis aprobacia<br />
(gamocda).<br />
kompetenturi<br />
adamianebis mozidva.<br />
saqonlis farTo<br />
eqspozicia<br />
imijis Seqmna.<br />
produqciis aprobacia<br />
(gamocda).<br />
kompetenturi<br />
adamianebis mozidva<br />
sazogadoebasTan urTierTobas Tan axlavs negatiuri<br />
momentebic, romlebic dakavSirebulia sazogadoebaSi miRebuli<br />
qcevis normebis darRvevasTan an magaliTad, presaSi<br />
gamoqveynebuli cnoba firmis saqmianobis Sedegad gare garemos<br />
dabinZurebis Sesaxeb. momxmareblis fsiqologiaSi xSirad<br />
firmis uaryofiTi pablisitis gadatana xdeba mis produqtze.<br />
es imas niSnavs, rom yovelTvis aucilebelia Sem-<br />
Txvevis gaTvaliswineba, romelsac gaaCnia negatiuri gavlena<br />
firmis imijze, amitom PR — is specialistma maqsimaluri<br />
Zalixmevis gamoyenebiT unda SesZlos uaryofiTi efeqtis minimumamde<br />
dayvana.<br />
maSasadame sazogadoebaTan urTierTobis samsaxurma<br />
unda uzrunvelyos:<br />
— presasTan urTierToba;<br />
— produqtis sajarooba;<br />
— sazogadoebasTan urTierToba;<br />
— lobireba (urTierTobebis Seqmna—SenarCuneba kanonmdeblebTan<br />
da samTavrobo warmomadgenlebTan);<br />
— investorebTan urTierToba;
— sazogadoebrivi urTierTobebi donorebsa da arakomerciuli<br />
organizaciis wevrebTan finansuri an nebayoflobiTi<br />
mxardaWeris mopovebis mizniT.<br />
sazogadoebasTan urTierTobebi (PR) Serwymuli unda<br />
iyos stimulirebis sxva formebTan firmis integrirebuli<br />
marketinguli komunikaciebis mTliani Zalisxmevis fargleb-<br />
Si.<br />
14.5 gasaRebis stimulireba<br />
gasaRebis stimulireba (sales promucion) marketinguli<br />
komunikaciis kompleqsis erT-erTi umniSvnelovanesi<br />
elementia. marketinguli komunikaciis kompleqss stimulirebis<br />
kompleqssac uwodeben, romelic moicavs firmis komunikaciebs<br />
SuamavlebTan, momxmareblebTan, sakontaqto auditoriasTan.<br />
stimulirebaSi igulisxmeba im saSualebebis erToblioba,<br />
romelTac sawarmo (firma) iyenebs saqonlis win wawevis<br />
mizniT misi samomxmareblo Tvisebebis Sesaxeb monacemebis<br />
gasavrceleblad da mis RirsebebSi miznobrivi momxmareblebis<br />
dasarwmuneblad.<br />
stimulirebis ZiriTadi saSualebebia: gasaRebis stimulireba,<br />
reklama, propaganda da personaluri gayidva.<br />
<strong>marketingis</strong> amocanebis gadawyveta mxolod klasikuri<br />
reklamis saSualebiT xSirad arasakmarisia. amitom aqtiurad<br />
gamoiyeneba saqonlis win wawevis iseTi instrumenti rogoricaa<br />
gasaRebis stimulireba.<br />
gasaRebis stimulireba aris waxalisebis RonisZieba-<br />
Ta sistema, romelic mimarTulia saqonlis realizaciis moculobebis<br />
gadidebaze. igi moicavs: momxmarebelTa stimulirebas,<br />
gayidvebis stimulirebas da sawarmos savaWro personalis<br />
stimulirebas.<br />
gasaRebis stimulireba saqmianobis specialuri saxea.<br />
stimulirebis mizania bazris damatebiTi wilis dapyroba da<br />
dakaveba, saqonlis yidvis an gayidvis waxalisebisaTvis biZgis<br />
mimcemi RonisZiebebis gamoyeneba, bazris mxridan Zlieri<br />
da operatiuli sapasuxo reaqciis gamosawvevad myidvelebis<br />
mozidvis mizniT.<br />
gasaRebis stimulirebis procesSi gamoyenebuli saSualebebi<br />
mravalferovania, romelTa saerTo niSan-Tvisebebia:<br />
319
— mimzidveloba da informaciuloba;<br />
— saqonlis yidvis survilis aRZvra;<br />
— miwveva saqonlis sayidlad.<br />
stimulirebis saSualebebis struqturis ganmsazRvreli<br />
faqtorebia: sasaqonlo bazris tipi, saqonlis gayidvis<br />
strategia, saqonlis SesaZenad myidvelTa mzadyofnis xarisxi,<br />
saqonlis sasicocxlo cikli.<br />
gasaRebis stimulirebis obieqtebia:<br />
� momxmareblebi (saboloo myidvelebi);<br />
� vaWrobis sferos muSakebi (sacalo da biTumad movaWreebi);<br />
� biznes myidvelebi (biznesis stimulireba);<br />
� sakuTari savaWro personali (gayidvebis personalis<br />
stimulireba).<br />
momxmarebelTa stimulirebisTvis gamoiyeneba Semdegi<br />
konkretuli saSualebebi da xerxebi:<br />
• nimuSebis gavrceleba;<br />
• kuponebi;<br />
• SefuTva SeRavaTian fasebSi;<br />
• premiebi;<br />
• CasarTveli talonebi;<br />
• konkursebi;<br />
• eqspoziciebi;<br />
• demonstraciebi.<br />
nimuSebis gavrcelebiT momxmareblis stimulireba<br />
axali saqonlis misTvis SeTavazebis yvelaze ZviradRirebuli<br />
da efeqtiani xerxia. nimuSebi, rogorc wesi, vrceldeba<br />
ufasod.<br />
kuponi sertifikatia, romelic konkretuli saqonlis<br />
yidvis procesSi mis mflobels aZlevs winaswar SeTanxmebuli<br />
ekonomiis miRebis SesaZleblobas.<br />
SefuTva SeRavaTian fasSi Tavisi SinaarsiT momxmareblisaTvis<br />
Cveulebriv fasTan SedarebiT naklebi fasis Se-<br />
Tavazebaa gansazRvruli pirobiT. informacia am pirobebze<br />
Tavsdeba etiketze an saqonlis safuTavze.<br />
premiaSi, rogorc gasaRebis stimulirebis saSualeba-<br />
Si, igulisxmeba saqoneli, romelic sakmaod iaf fasSi an ufasod<br />
daerTvis sxva saqonels waxalisebis saxiT. premiis rol-<br />
320
Si SeiZleba gamovides TviTon SefuTvac, Tu is mravaljeradi<br />
gamoyenebisaa.<br />
CasarTveli talonebi premiis specifikuri saxea, romelic<br />
miecemaT momxmareblebs saqonlis yidvis procesSi.<br />
maT SeuZliaT isini gacvalon saqonelze specialur gamcvlel<br />
punqtebSi.<br />
konkursebi ewyoba momxmarebelTa mozidvis mizniT.<br />
winaswar gamocxaddeba konkursis pirobebi, romelTa sauke-<br />
Tesod Semsrulebelni specialuri Jiuris gadawyvetilebiT<br />
jildovdebian sxvadasxva saxis premiiT.<br />
konkursebi momxmareblebs saSualebas aZlevs moigon<br />
naRdi fuli, mogzauroba da sxvadasxdva saqoneli sakuTari<br />
iRblisa Tu Zalisxmevis wyalobiT.<br />
eqspozociebi da demonstraciebi ewyoba saqonlis gayidvis<br />
adgilebze am mizniT specialurad damzadebuli saSualebebis,<br />
firniSebis, plakatebis gamoyenebiT. maTi mowyobis<br />
mizania momxmareblis daintereseba saqonlis SesyidviT.<br />
CaTvla gulisxmobs saqonlis pirobiTi erTeulis fasze<br />
daTmobis SeTavazebas drois gansazRvrul monakveTSi misi<br />
yidvis SemTxvevaSi.<br />
mwarmoeblebis mier gayidvis stimulirebisaTvis gaweuli<br />
xarjebidan, sacalo da biTumad movaWreebis stimulirebaze<br />
gacilebiT meti modis (78 %), vidre uSualod momxmareblebze<br />
(22 %).<br />
vaWrobis stimulirebis saSualebebia: konkursebi,<br />
premiebi, gamofenebi, ufaso saqoneli da a.S.<br />
biznesis stimulirebis saSualebebi. gamoiyeneba biznesis<br />
marTvis procesSi yidvis stimulirebis, myidvelTa dajildovebisa<br />
da realizatorTaTvis motivaciis Seqmnis mizniT.<br />
biznesis stimulirebis saSualebebia: savaWro Sou, gayidvebis<br />
konkursebi da stimulirebis is saSualebebi, romlebic<br />
gamoiyeneba momxmarebelTa da vaWrobis stimulirebisaTvis.<br />
vaWrobisa da firmis sakuTari personalis gayidvebis<br />
stimulireba moicavs waxalisebis mravalferovan saSualebebs:<br />
sxvadasxva saxis premias, konkurssa da konferencias.<br />
maTi mizani ar aris mxolod sakuTari savaWro personalis<br />
Zalisxmevis amaRleba saqonlis realizaciis procesSi. isini<br />
uzrunvelyofen agreTve TanamSromlebSi sawarmosadmi dadebiTi<br />
damokidebulebis Camoyalibebas.<br />
321
aRniSnuli stimulirebis saSualebebidan TiToeuls<br />
bevri unikaluri Tviseba gaaCnia. isini izidaven momxmarebelTa<br />
yuradRebas da SesyidvisaTvs qmnian Zlier wamaxalisebel<br />
stimulebs. maTi gamoyeneba xels uwyobs gayidvebis<br />
maCveneblebis gazrdas. gayidvis stimulirebis efeqtebi,<br />
xSirad, moklevadiania. igi reklamisa da personaluri gayidvebisagan<br />
gansxvavebiT, ar aris efeqtiani brendis grZelvadian<br />
upiratesobaTa SeqmnisaTvis.<br />
gasaRebis stimulirebis saSualebebis SerCevis safuZvelze<br />
muSavdeba sawarmos (firmis) gasaRebis stimulirebis<br />
programa. gayidvis stimulirebis programis Seqmnisas, Tavdapirvelad,<br />
unda ganisazRvros visze iqneba mimarTuli stimulirebis<br />
RonisZiebebi (momxmareblebze, saqmian partniorebze<br />
an distributorebze, maT Soris savaWro personalze)<br />
da romeli stimulirebis saSualebebiT iqneba isini ganxorcielebuli.<br />
amasTan ganisazRvreba stimulirebis RonisZiebebis<br />
Catarebis intensiuroba, stimulebis gamoyenebis pirobebi,<br />
gasaRebis stimulirebis RonisZiebebis Casatarebeli<br />
periodebi da biujeti. stimulirebis programis realizaciis<br />
uzrunvelyofas firma axorcielebs rogorc sakuTari gasaRebis<br />
samsaxuris, aseve im firmebis meSveobiT, romelTa<br />
saqmianobac gasaRebazea specializebuli da kargad ician<br />
reklamirebis meTodebi da saSualebebi.<br />
informaciuli teqnologiebis ganviTarebam, internetma<br />
arsebiTad Secvala produqtis gayidvis stimulirebis<br />
tradiciuli formebi da saSualebebi, xeli Seuwyo savaWro<br />
qselis gafarToebas da safuZveli Cauyara onlain - momsaxurebas.<br />
322
Tavi 15. internet-marketingi<br />
15.1. interneti da misi roli <strong>marketingis</strong> ganviTarebaSi<br />
ukanasknelma teqnologiurma miRwevebma, kerZod kompiuteruli<br />
teqnologiebis ganviTarebam, gansakuTrebiT internetis<br />
farTo gamoyenebam, Seqmna e.w. axali ekonomika. miuxedavad<br />
imisa, rom bolo wlebSi, amasTan dakavSirebiT far-<br />
To debatebi mimdinareobda, Zalian bevri iTavisebs im azrs,<br />
rom interneti da sxva axali teqnologiebi firmis mTlian da<br />
maT Soris marketingul saqmianobasa da momxmarebelze mniSvnelovan<br />
gavlenas axdenen. warsulSi arsebuli bevri tradiciuli<br />
marketinguli strategia da taqtika — masobrivi marketingi,<br />
produqciis standartizacia, mediareklamireba, vaWroba<br />
maRaziebis saSualebiT da sxva e. w. Zvel ekonomikaze iyo morgebuli.<br />
aseTi strategia da taqtika axali ekonomikis pirobebSic<br />
mniSvnelovania; Tumca, <strong>marketingis</strong> samsaxurebs iseTi axali<br />
strategiebisa da praqtikis ganviTarebac mouwevT, romlebic<br />
dRevandel axal garemos ukeTesad moergeba.<br />
saerTaSoriso biznesis ganviTarebaSi mTavar rols TamaSoben<br />
iseTi faqtorebi, rogorebicaa teqnologia, globalizacia,<br />
garemos dacva da sxva. ganvixilaven oTx specifikur<br />
Zalas, romlebic Seadgenen axali cifruli epoqis safuZvels<br />
(ix. nax 15.1):<br />
nax. 15.1 Zalebi, romlebic monawileoben cifruli<br />
epoqis formirebaSi<br />
323
dijitalizacia da dakavSirebis unari, internetis<br />
`afeTqeba”, SuamavalTa axali tipebi, myidvelze morgeba<br />
(customization) da myidvelze delegireba (castomerization) cifruli<br />
(eleqtronuli) epoqis gzavnilebia.<br />
warsulSi bevri mowyobiloba da sistema — satelefono<br />
sistemebi, majis saaTebi, audio-video aparatura, sawarmoo<br />
procesebis marTvisa da kontrolis sistemebi — analoguri<br />
informaciiT operirebda. analogiuri informacia ganuwyvetliv<br />
icvleba fizikuri aRgznebis adekvaturad. dRes,<br />
Tanamedrove mowyobilobebisa da sistemebis umravlesoba<br />
cifrul informaciaze muSaobs, romelic warmoadgens nulebisa<br />
da erTianebis nakads, anu bitebs. teqsti, monacemebi,<br />
bgera da gamosaxuleba bitebis nakadad SeiZleba gardaiqmnas.<br />
magaliTad, leptopi Tavis aTasobiT programaSi bitebiT<br />
manipulirebs. programuli uzrunvelyofa Seicavs cifrul<br />
informacias operaciuli sistemebis, kompiuteruli<br />
TamaSebis, sainformacio sacavebisa Tu sxva daniSnulebisaTvis.<br />
erTi mowyobilobidan an adgilidan meoreze informaciis<br />
bitebis saxiT gadacema moiTxovs dakavSirebis unars —<br />
satelekomunikacio qsels. dRes msoflio biznesis udidesi<br />
nawili qselebiT imarTeba, romlebic momxmareblebs (sazogadoebas)<br />
da firmebs akavSirebs erTmaneTTan. intraneti<br />
aris qseli, romelic firmis SigniT TanamSromlebs akavSirebs<br />
erTmaneTTan da agreTve firmis qselTan. eqstraneti<br />
aris qseli, romelic firmas akavSirebs Tavis mimwodeblebsa<br />
da distributorebTan. da bolos, interneti aris farTo sazogadoebrivi<br />
qseli — kompiuteruli qselebis erToblioba,<br />
romelic erTmaneTTan akavSirebs yvela kategoriis momxmarebels<br />
mTels msoflioSi da qmnis uzarmazar `informaciul<br />
saTavsos”. interneti aris erTi didi `sainformacio magistrali”,<br />
romelsac SeuZlia erTi adgilidan meoreze informaciis<br />
saocari siswrafiT gadacema.<br />
msoflio sainformacio qselisa (World Wide Web) da vebbrauzerebis<br />
(Web browsers) SeqmniT, 1990-ian wlebSi interneti<br />
ubralo sakomunikacio iaraRidan revoluciur teqnologiaSi<br />
gadaizarda. XX saukunis bolo aTwleulis ganmavloba-<br />
Si, internet-momxmareblebis raodenoba msoflioSi mniSvnelovnad<br />
gaizarda. 2003 wlis damdegs, internetis SeRwevado-<br />
324
am aSS-Si 67%-s miaRwia. axla internets 160 mln-ze meti adamiani<br />
iyenebs. yovelTviurad, 2 mln-ze meti amerikeli pirvelad<br />
iwyebs internetiT sargeblobas.<br />
2000 wlisaTvis, dot-com-ebiT sargeblobam, praqtikulad,<br />
kraxi ganicada, ramac teqnologiuri danaxarjebis<br />
ukusvla gamoiwvia. miuxedavad amisa, gamokvleva cxadyofs,<br />
rom internetiT sargebloba msoflios mosaxleobis mier<br />
calsaxad moimatebs. amasTanave, gaizrdeba swrafi internetis<br />
momxmarebelTa ricxvi. uaxlesma gamokvlevebma aCvena,<br />
rom aSS-s ojaxebis 31 procenti internetSi CarTulia ma-<br />
RalsiCqariani, farTozoliani kavSirebis saSualebiT.<br />
msoflioSi internetis gamoyenebis zrdam gamoiwvia e.w.<br />
axali ekonomikis formireba. interneti axali aTaswleulis<br />
revoluciuri teqnologiaa, romelic aZlierebs momxmareblebisa<br />
da biznesis urTierTkavSirs. axali ekonomikis TiTqmis<br />
yvela inovacias Soris, romelTac bolo aTwleulSi iCines Tavi,<br />
internetma yvelaze mniSvnelovani, sxvagvarad rom vTqvaT,<br />
`saukeTeso mxardamWeris” roli Seasrula. interneti momxmareblebsa<br />
da firmebs saSualebas aZlevs, ,,Tagvis’’ erTi `dawkapunebiT~,<br />
moipovon da gaiziaron uzarmazari moculobis informacia.<br />
ukanasknelma gamokvlevebma cxadyo, rom momxmareblebi<br />
mniSvnelovani cxovrebiseuli gadawyvetilebebis miRebamde,<br />
informacias internetis meSveobiT moipoveben. yoveli<br />
sami momxmareblidan erTi maqsimalurad eyrdnoba internetis<br />
informacias iseT qmedebaTa ganxorcielebisas, rogoricaa<br />
skolis SerCeva, manqanis yidva, samsaxuris moZebna,<br />
avadmyofobis dadgena Tu investiciebTan dakavSirebuli gadawyvetilebebis<br />
miReba. saSualod aSS-Si, internetis momxmarebeli<br />
veb-s saxlidan TveSi 30-jer stumrobs, xolo samsaxuridan<br />
— TveSi 66-jer, TiToeuli aseTi viziti ki 30 wuTi<br />
grZeldeba. amdenad, dRevandel bazrebze konkurentunarianobis<br />
SesanarCuneblad, firmebma unda aiTvison internetteqnologiebi;<br />
winaaRmdeg SemTxvevaSi, isini TamaSgare<br />
mdgomareobaSi aRmoCndebian.<br />
axalma teqnologiebma aTasobiT indmewarme (biznesmeni)<br />
da firma internet-kompaniebis anu e.w. dot-com-ebis Seqmnamde<br />
miiyvana im imediT, rom oqros sabados miagnebdnen.<br />
pirveli internet-kompaniebis (Amazon.com, Yahoo, Expedia da<br />
sxva mravali) saocarma warmatebam bevri aRiarebuli firmis<br />
325
(mwarmoeblisa da sacalo movaWris) SiSi gamoiwvia. magali-<br />
Tad, Barnes&Noble, romelic wignebs mxolod sacalo maRaziebSi<br />
yidda, sakmaod SeSfoTda Amazon.com-is saSualebiT wignebis<br />
onlain-gayidvebis zrdiT; TviT udidesma samogzauro<br />
saagentoebma SiSis TvaliT dauwyes yureba Web-ze momuSave<br />
saagentoebs, rogorebic arian Expedia da Travelocity. maRaziaTa<br />
qselebSi wignebiT, musikaluri produqciiT, yvavilebiTa Tu<br />
sxva produqciiT sacalo movaWreebs, agreTve, samogzauro<br />
saagentoebs, safondo birJis brokerebsa da manqanebis dilerebs<br />
realuri safiqrali miecaT, radganac konkurentebma<br />
TavianTi produqtebisa da momsaxurebis gayidvebi internetis<br />
meSveobiT, arnaxulad gazardes. gaCnda realuri safrTxe<br />
imisa, rom isini ugulebelyofilni iqnebodnen axali<br />
eleqtromovaWreebis mier anu aRmoCndebodnen mniSvnelovani<br />
procesebis miRma am axali tipis Suamavlobis gamo.<br />
SuamavalTa axali tipebis formirebam da arxebiT ur-<br />
TierTobebis axalma formebma firmebi aiZula gadaexedaT,<br />
Tu rogor emsaxurebian isini TavianT bazrebs. Tavdapirvelad<br />
aRiarebuli, tradiciuli firmebi (magaliTad, Staples,<br />
Barnes&Nobles, Merrill Hynch) ar Cqarobdnen im imediT, rom agresiuli<br />
virtualuri (eleqtronuli komerciis) firmebis<br />
xana male dasruldeboda. Tumca mogvianebiT, maT mainc mouwiaT<br />
gamofxizleba; Sedegad sakuTari `onlain~ — arxebis<br />
Seqmna daiwyes da virtualur-tradiciul konkurentebad iqcnen.<br />
aRsaniSnavia, rom bevri virtualur-tradiciuli biznes-moTamaSe<br />
Tavis virtualur konkurentze metad gaZlierda<br />
maSin, rodesac internetisaken mas swored am ukanasknelma<br />
ubiZga. realurad, miuxedavad imisa, rom zogierTi mxolod<br />
virtualuri firma dResac arsebobs da warmatebebsac aRwevs<br />
dRevandel bazarze, erT dros aRiarebulma bevrma<br />
dot.com-ma (eToyes, Pets.com,Garden.com da Mothernature.com) kraxi<br />
ganicada, mwiri momgebianobisa da aqciaTa fasis vardnis gamo.<br />
Zvelma ekonomikam mwarmoebeli firmebis irgvliv daiwyo<br />
brunva, romlebmac ZiriTadad TavianTi warmoebis (biznesis),<br />
produqtebisa da biznes-procesebis standartizaciaze moaxdines<br />
koncentrireba. maT didi raodenobiT Tanxa Cades brendis<br />
SeqmnaSi, sakuTari standartizebuli sabazro SeTavazebis<br />
upiratesobis damtkicebis mizniT. mwarmoeblebs imedi hqon-<br />
326
daT, rom standartizaciisa da brendingis meSveobiT gazrdidnen<br />
moTxovnas; aqedan gamomdinare, maT masStaburi ekonomikis<br />
principebs mianiWes upiratesoba; aqtivebis samarTavad Seqmnes<br />
mbrZaneblur-makontrolebel sistemebi, romlis saSualebi-<br />
Tac biznesi manqanasaviT imarTeba.<br />
sapirispirod, axali ekonomika sainformacio biznesis<br />
irgvliv trialebs. informacias aqvs is upiratesoba, rom advilia<br />
misi diferencireba, morgeba, personifikacia da warmoudgeneli<br />
siswrafiT qselSi gaSveba. internetisa da sxva damakavSirebeli<br />
teqnologiebis swrafi progresirebiT, firmebi<br />
metad daxelovndnen individualur myidvelebsa da biznespartniorebze<br />
(mimwodeblebi, distributorebi, sacalo movaWreebi)<br />
informaciis mopovebaSi. sanacvlod, maT metad uwevT<br />
TavianTi produqtebis, momsaxurebis Setyobinebebisa da mediis<br />
individualizeba.<br />
magaliTad, Dell Computer-i myidvelebs saSualebas aZlevs,<br />
zustad gansazRvron, Tu ra surT TavianTi kompiuterebisgan<br />
da SerCeul modelebs maT sul ramdenime dReSi awvdis.<br />
Reflect.com-is veb-gverdze, Procter&Gamble-i momxmareblebs<br />
SesaZleblobas aZlevs, kiTxva-pasuxis saSualebiT, Camoayalibon<br />
TavianTi moTxovnilebebi, magaliTad, SampunTan<br />
dakavSirebiT, ris Semdegac, firma TiToeuli adamianisaTvis<br />
Sampunis unikalur formulas qmnis.<br />
myidvelze morgeba (Customization) gansxvavdeba myidvelze<br />
delegirebisagan (castomerization). myidvelze morgeba<br />
gulisxmobs mwarmoeblis mier iniciativis sakuTar Tavze<br />
aRebas, raTa moxdes sabazro SeTavazebis momxmarebelze<br />
morgeba. magaliTad, Levi’s-is warmomadgeneli iRebs zomebs<br />
da ukve klientze morgebul jinsebs qarxanaSi keravs. myidvelze<br />
delegirebisas firma dizainis Seqmnas individualur<br />
myidvels andobs. magaliTad, jinsis myidvelebs SeuZliaT<br />
Tavad aiRon zomebi da specifikuri niSnebi daamaton models,<br />
kerZod, feradi naWris CanarTebi an sxva ram.<br />
axal, cifrul epoqaSi biznesis warmoeba marketinguli<br />
strategiisa da saqmianobis axal models moiTxovs. strategiis<br />
erT-erTi specialisti aRniSnavs: `axali teqnologiebiT,<br />
kerZod ki internetiT waxalisebuli korporacia radikalur<br />
transformacias ganicdis, rac sxva araferia, Tu ara<br />
axali industriuli revolucia... am saukuneSi, gadarCenis<br />
327
mizniT, menejerebs axali wesebis gacnobiereba uwevT. XXI saukunis<br />
korporacia unda Seeguos `menejments Web-is gavliT~.<br />
1 meore strategi ki dasZens: `interneti revoluciurad<br />
cvlis im gzebs, romelTa saSualebiT Cven vagebT urTierTobebs<br />
mimwodeblebsa da myidvelebTan, vqmniT maTTvis<br />
faseulobebs da am procesebiT viRebT garkveul materialur<br />
sargebels. sxvagvarad rom vTqvaT, es <strong>marketingis</strong> revoluciaa”.<br />
2 zogierTi strategi elodeba dRes, rodesac<br />
yidva-gayidva firmebsa da myidvelebs Soris mTlianad pirdapiri<br />
eleqtronuli komunikaciebiT ganxorcieldeba.<br />
axalma modelma fundamenturad Secvala myidvelze morgebis,<br />
siCqaris, fasis, produqtze informaciis Seqmnisa da<br />
momsaxurebis cnebebi. momxmarebelTa es axleburi aRqma nebismier<br />
biznesze axdens gavlenas. adarebs ra internetsa da<br />
sxva axal marketingul teqnologiebTan Seguebas aeronavtikis<br />
pirvel dReebs, Amazon.com-is generaluri direqtori<br />
jef bezo aRniSnavs: `es eleqtronuli komerciis Kitty Hawhis<br />
(Zveleburi TviTmfrinavis modeli) eraa.~ 3 yvelaze<br />
frTxili winaswarmetyvelnic ki adastureben, rom momaval-<br />
Si cifrul teqnologiebs biznes-strategiebze udidesi zegavlena<br />
eqneba. faqtia, rom dRes marketingi warmoadgens<br />
Zveli da axali ekonomikuri azrovnebisa da qmedebebis nazavs.<br />
firmebs metwilad sWirdebaT im unarebisa da praqtikis<br />
SenarCuneba, romlebiTac warsulSi xelmZRvanelobdnen. magram<br />
maT aseve dasWirdebaT axali kompetenciebisa da normebis<br />
SeTvisebac axal garemo pirobebSi ganviTarebis da warmatebis<br />
miRwevis mizniT. firmis axali strategiis CamoyalibebaSi<br />
marketingma wamyvani roli unda Seasrulos.<br />
1 John A. Byrne ,,Management by the Web,” Business Week, August 28, 2000, p.p.<br />
84-96.<br />
2 Alan Mitchell ,,Internet Zoo Spawns New usiness Models”, Marketing Week,<br />
January 21, 1999, pp. 24-25. Also see Philip Kotler, Marketing Moves: A new<br />
Approach to profits, Growth, and Renewal (boston: Harvard Business school<br />
Press, 2002).<br />
3 g. armstrongi, f. kotleri. <strong>marketingis</strong> safuZveli, Tb., 2006, gv.<br />
591.<br />
328
15.2. eleqtronuli vaWroba<br />
eleqtronuli biznesi gulisxmobs firmis biznesis<br />
warmarTvas eleqtronuli platformis — intranetis, eqstranetisa<br />
da internetis gamoyenebiT. interneti da sxva<br />
axali teqnologiebi firmas exmareba biznesis ufro swrafad<br />
da xarisxianad marTvaSi, ufro xangrZlivad da ufro did<br />
sivrceze.<br />
firmis umravlesobam informaciis gavrcelebisa da sakuTari<br />
produqtis Tu momsaxurebis stimulirebis mizniT,<br />
veb-gverdebi Seqmna. sxvebi veb-gverdebs iyeneben, raTa myidvelebTan<br />
ufro axlo kontaqtebi daamyaron. magaliTad, SefuTuli<br />
samomxmareblo saqonlis mwarmoebelTa 70%-ze meti<br />
veb-gverdebs produqtis gayidvis xelSewyobis garda, im<br />
mizniTac iyenebs, rom daukavSirdes da maqsimaluri informacia<br />
miawodos momxmarebels. firmebi aseve qmnian intranets,<br />
raTa TanamSromlebs erTmaneTTan dakavSirebasa da<br />
kompiuterul sistemaSi arsebuli informaciis miRebaSi daexmaron.<br />
mTavar mimwodeblebTan da distributorebTan ur-<br />
TierTobisTvis firmebi eqstranets mimarTaven, raTa ganaxorcielon<br />
iseTi manipulaciebi, rogoricaa informaciis<br />
gacvla, SekveTebi, transaqciebi, gadasaxadebis dafarva da<br />
sxv. iseTi kompaniebi, rogorebic arian Cisco, Microsoft da Oracle,<br />
TiTqmis mTel saqmianobas eleqtronuli biznesiT warmarTaven<br />
— angariSfaqturebis, moxsenebiTi baraTebis, sainJinro<br />
naxazebis, gayidvebis Tu marketinguli informaciis da, saerTod,<br />
nebismieri informaciis gacvla aq internetis (da ara<br />
qaRaldis) meSveobiT mimdinareobs.<br />
eleqtronuli komercia ufro specifikuria, vidre<br />
eleqtronuli biznesi. eleqtronuli biznesi moicavs nebismieri<br />
saxis eleqtronuli informaciis gacvlas firmebsa da<br />
momxmareblebs Soris. misgan gansxvavebiT, eleqtronuli komercia<br />
internetiT uzrunvelyofili yidva-gayidvis procesia.<br />
eleqtronuli bazari aris `bazris sivrce” da ara ubralod<br />
bazris fizikuri adgili. gamyidvelebi eleqtronul<br />
bazrebs iyeneben, raTa TavianTi produqti Tu momsaxureba<br />
`onlainiT~ SesTavazon momxmareblebs. myidvelebi ki maT<br />
iyeneben informaciis moZiebis, sakuTari survilebis identificirebisa<br />
da SekveTebis ganTavsebis mizniT, kreditisa Tu<br />
eleqtronuli gadaxdebis sxva formebis gamoyenebiT.<br />
329
eleqtronuli komercia gulisxmobs eleqtronul marketingsa<br />
da eleqtronul Sesyidvas. eleqtronuli marketingi<br />
aris eleqtronuli komerciis marketinguli mxare — firmis<br />
mier produqtis Sesaxeb informaciis gavrceleba da saqonlisa<br />
Tu momsaxurebis internetiT gayidva. eleqtronuli<br />
<strong>marketingis</strong> paralelurad unda ganvixiloT eleqtronuli<br />
Sesyidva, romelic aris eleqtronuli komerciis yidvis<br />
mxare da romlis saSualebiTac firmebi saqonels, momsaxurebasa<br />
Tu informacias onlain-mimwodeblebisagan iZenen.<br />
yidvis iseT modelSi, rogoricaa biznesi biznesisaTvis<br />
(B2B), eleqtronuli komerciis gamyidvelebi da myidvelebi<br />
uzarmazari qselis monawileebi arian. magaliTad, Global<br />
exchange Services (GXS) msoflioSi erT-erTi udidesi B2B-is<br />
eleqtronuli komerciis qselia (www.gxs.com). Tavdapirvelad<br />
General Electric-is mier dafuZnebuli, axla ki damoukideblad<br />
arsebuli GXS, 58 qveyanaSi, 100.000-ze met savaWro partniors<br />
aerTianebs; maT Soris iseT gigantebs, rogorebic<br />
arian General Electric, FedEx, DaimlerChrysler JCPenny, Sara Lee da<br />
Unilever. GXS, yovelwliurad, 1 miliardamde transaqcias asrulebs,<br />
rasac 1 trilioni dolaris Rirebulebis saqoneli<br />
da momsaxureba Seesabameba. GXS, aseve moqmedebs erT-erT<br />
udides bazarze msoflioSi - GE Global Supplier Network, romelic<br />
GE-is biznes-erTeulebsa da maTi savaWro partniorebis<br />
umravlesobas emsaxureba.<br />
eleqtronul komerciasa da internets bevri sargebeli<br />
moaqvs rogorc myidvelebis, aseve gamyidvelebisaTvis.<br />
internetiT yidvas araerTi sargebeli moaqvs rogorc<br />
saboloo momxmareblebisaTvis, aseve gamyidvelebisaTvis.<br />
upirveles yovlisa, igi mosaxerxebelia momxmareblebisaTvis,<br />
radgan myidvelebs ar uwevT xalxmravlobiT gamowveuli<br />
winaaRmdegobebis gadalaxva, manqanis gasaCerebeli adgilis<br />
Zebna da maRaziis seqciebSi dausrulebeli siaruli sasurveli<br />
produqtis moZiebisa da gasinjvis mizniT. veb-gverdebis<br />
saSualebiT maT eZlevaT SedarebiTi vaWrobis SesaZlebloba.<br />
amasTan, rogorc ityvian, kari mudam Riaa myidvelebisaTvis<br />
yidva advilia da privatuli: myidvelebi yidvisas nakleb barierebs<br />
awydebian, ar upirispirdebian gamyidvelebs, maT ar<br />
uxdebaT gamyidvelis mxridan darwmunebisa da sxva emociuri<br />
svlebis sakuTar Tavze gancda. myidvelebi produqtisa Tu<br />
330
momsaxurebis Seswavlasa da yidvas gamyidvelebis molodinisa<br />
da maTTan drois kargvis gareSe axerxeben.<br />
garda amisa, xSirad interneti produqtebis meti xelmisawvdomobiTa<br />
da SerCevis meti SesaZleblobiT uzrunvelyofs<br />
myidvelebs. am eleqtronuli obobis (Web) limiti samyaros<br />
farglebSi, amouwuravia. fizikuri sazRvrebiT SeuzRudav kibergamyidvelebs<br />
TiTqmis yovelmxrivi arCevanis SeTavazeba<br />
SeuZliaT. eleqtronuli vaWrobis mier warmodgenili daujereblad<br />
farTo arCevani, gacilebiT aRemateba tradiciuli<br />
maRaziebis SedarebiT mwir asortiments. magaliTad,<br />
Amazon.com myidvelebs, mxolod wignebSi, 3 milionze meti<br />
dasaTaurebisagan Semdgar saZiebels sTavazobs, rac wignis<br />
taradiciul maRaziebSi warmodgenil raodenobas 15-jer<br />
aRemateba. Rvinis veb-gverdi www.wine.com Tavis kiberTaroebze<br />
Siga da importuli Rvinoebis 2500 dasaxelebaze mets<br />
aerTianebs, Tanmxlebi kvebis produqtebisa da Rvinis Sesabamis<br />
aqsesuarebTan erTad.<br />
produqtebisa da gamyidvelebis farTo arCevanis garda,<br />
eleqtronuli komerciis arxebi myidvels saSualebas aZlevs,<br />
gaecnon SedarebiT informacias firmebze, produqtebsa<br />
da konkurentebze. xSirad, kargi saiti met informacias<br />
awvdis (ufro xelsayreli formiT), vidre yvelaze mzrunveli<br />
gamyidveli. magaliTad, Amazon.com sTavazobs aTi mTavari<br />
produqtis CamonaTvals, TiToeuli maTganis srul aRweras,<br />
eqspertebisa da momxmareblebis mimoxilvasa da rekomendaciebs.<br />
da bolos, ,,onlain”-yidva swrafi da interaqtiulia.<br />
xSir SemTxvevaSi, myidvels urTierToba aqvs gamyidvelis saitTan,<br />
raTa Seqmnas sasurveli informaciis, produqtisa Tu<br />
momsaxurebis konfiguracia, gaakeTos SekveTa da adgilzeve<br />
miiRos SenaZeni. ufro metic, interneti klients aZlevs kontrolis<br />
ufro met saSualebebs. misi gamoyenebiT momxmarebeli<br />
bevrad ufro Zlieria, vidre manamde iyo. dRes, manqanebis<br />
myidvalTa 27% veb-gverds stumrobs, raTa manqanebsa da maT<br />
fasebze manamde miiRos informacia, sanam dilerebTan dai-<br />
Wers saqmes. es momxmarebelTa mxridan kontrolis axali SesaZleblobaa.<br />
eleqtronul komercias gamyidvelebisTvisac bevri sargebeli<br />
moaqvs. pirveli, interneti Zlieri iaraRia myidveleb-<br />
331
Tan urTierTobis dasamyareblad. erTi-erTze urTierTobis<br />
SesaZleblobisa da interaqtiuli bunebis gamo, firmebs SeuZliaT<br />
myidvelTan dakontaqteba ,,onlain” reJimSi, raTa Seityon<br />
ufro meti maTi specifikuri saWiroebebisa da moTxovnebis<br />
Sesaxeb. sanacvlod, myidvelebs SeuZliaT ,,onlainiT” SekiTxvebis<br />
dasma da gamyidvelebTan ukukavSiris damyareba. aseTi<br />
urTierTkavSiri firmebs saSualebas aZlevs, raTa gazardon<br />
myidvelis faseuloba da kmayofileba produqtebisa da momsaxurebis<br />
ganaxlebis saSualebiT.<br />
internetsa da sxva eleqtronul arxebs, agreTve SeuZliaT<br />
Seamciron momsaxurebis xarjebi da gazardon misi siCqare<br />
da efeqtianoba. iseTi korporaciebi, rogorebic arian<br />
Dell Computer da General Electric mimwodeblebTan, mwarmoebleb-<br />
Tan, distributorebsa da myidvelebTan pirdapiri dakavSirebis<br />
mizniT, internets mimarTaven, riTac amcireben xarjebs,<br />
danazogs ki myidvelebisaTvis iyeneben. eleqtronuli biznesis<br />
mesveurebi Tavs arideben maRaziis qiris, dazRvevisa da mowyobilobebis<br />
xarjebs. eleqtronuli <strong>marketingis</strong> meoxebiT, myidvelebisa<br />
da gamyidvelebis pirdapiri urTierTobidan gamomdinare,<br />
firmis xarjebi sagrZnoblad mcirdeba, gasaRebis arxebisa<br />
da logistikuri funqciebis efeqti ki umjobesdeba SekveTis<br />
miRebis, saqonelis miwodebisa da vaWrobis stimulirebis<br />
mxriv. eleqtronuli komunikacia, xSirad ufro nakleb<br />
danaxarjebs moiTxovs, vidre Cveulebrivi fostiT komunikacia.<br />
kerZod, firmas cifruli katalogebis warmoeba gacilebiT<br />
naklebi ujdeba, vidre nabeWdi masalebis fostiT dagzavna.<br />
eleqtronuli marketingi gansakuTrebiT moqnilia,<br />
rac <strong>marketingis</strong> samsaxurs SeTavazebebisa da programebis<br />
koreqtirebis saSualebas aZlevs. magaliTad, beWdviTi katalogis<br />
SemTxvevaSi produqtebi, fasebi da katalogis sxva informacia<br />
fiqsirebulia manam, sanam momdevno gamocema ar<br />
gaegzavneba saboloo momxmarebels. amis sapirispirod, onlain-katalogis<br />
koreqtireba SesaZlebelia yoveldRiurad<br />
an sulac saaTebis mixedviT. amgvarad, operatiulad xdeba<br />
produqtis asortimentis, fasebisa da stimulirebis adaptireba<br />
bazris cvalebad pirobebTan.<br />
da bolos, interneti marTlac globaluri garemoa,<br />
romelic myidvelebsa da gamyidvelebs saSualebas aZlevs<br />
erTi dawkapunebiT, wamebSi gadavidnen qveynidan qveyanaSi.<br />
332
GXS-is qseli biznes-myidvelebs akavSirebs mimwodeblebTan<br />
58 qveynidan, dawyebuli aSS-Ti da gaerTianebuli samefoTi,<br />
damTavrebuli honkongiTa da filipinebiT. veb-gverdis stumars<br />
parizidan da stambulidan, iseve swrafad SeuZlia L.L<br />
Bean-is katalogze informaciis miiReba, rogorc, vTqvaT,<br />
frifortis — menis StatSi macxovreb sacalo movaWres. ase<br />
rom, dRes globaluri bazrebi xelmisawvdomia TviT yvelaze<br />
patara firmis <strong>marketingis</strong> samsaxurisTvisac.<br />
eleqtronuli <strong>marketingis</strong> oTxi ZiriTadi sfero naCvenebia<br />
nax. 15.2. esenia: B2C (biznesi — momxmareblisaTvis),<br />
B2B (biznesi — biznesisaTvis), C2C (momxmarebeli — momxmareblisaTvis)<br />
da C2B (momxmarebeli — biznesisaTvis).<br />
popularuli presa gansakuTrebul yuradRebas uTmobs<br />
B2C-is eleqtronul komercias anu saqonlisa Tu momsaxurebis<br />
onlain-gayidvas saboloo momxmarebelze. miuxedavad<br />
zogierTi uaryofiTi winaswarmetyvelebisa, yidvis procesi<br />
onlainmomxmareblebis mier sagrZnobi tempiT izrdeba.<br />
2003 wels momxmareblebma msoflio masStabiT onlainze 167<br />
miliard dolardze meti daxarjes. 2004 wels es ricxvi 428<br />
miliard dolaramde gaizarda. danaxarjebi onlainze, Ziri-<br />
Tadad, Semdeg kategoriebze modis: mogzaurobis momsaxureba,<br />
tansacmeli, kompiuterebi da programebi, samomxmareblo<br />
eleqtronika, wignebi, musika da video, janmrTelobisa da silamazis<br />
produqcia, saxlisa da baRis atributebi, yvavilebi,<br />
saCuqrebi, sportisa da fitnesis mowyobilobebi, saTamaSoebi.<br />
warsulSi internets kompiuteris fanebi an axalgazrda,<br />
teqnologiebis mcodne, maRalprofesionali mamakacebi<br />
iyenebdnen. qselis ganviTarebasTan erTad, internetis demografia<br />
mniSvnelovnad Seicvala. dRes internets aSS-s<br />
ojaxebis ori mesamedi iyenebs. iqidan gamomdinare, rom sul<br />
ufro meti raodenobis adamiani iwyebs internetis gamoyenebas,<br />
kibersivrcis mosaxleoba sul ufro mravalferovani<br />
xdeba.<br />
amgvarad, interneti firmis <strong>marketingis</strong> samsaxurs demografiuli<br />
segmentebis farTo diapazonze SeRwevis sul<br />
ufro met SesaZleblobas aZlevs. magaliTad, erTerTma uaxlesma<br />
gamokvlevam aCvena, rom im momxmareblebis saSualo Semosavali<br />
weliwadSi, romlebic sul mcire 6 wlis ganmavlobaSi<br />
yidulobdnen eleqtronuli qselis meSveobiT, 79.000<br />
333
dolars aWarbebs. aqedan 34% qalia, 57% ki kolejis diploms<br />
flobs. maTgan gansxvavebiT, saSualo Semosavali im momxmareblebisa,<br />
romlebic weliwadze naklebi drois ganmavloba-<br />
Si vaWrobdnen aseTi qseliT, 52. 000 dolaria. maTgan 57% qalia,<br />
39%-s ki kolejis diplomi gaaCnia. dRes, internetis<br />
qselSi CarTulia TiTqmis yvela.<br />
334<br />
nax. 15.2. eleqtronuli <strong>marketingis</strong> sferoebi<br />
internetis mzardi mravalferovneba firmis <strong>marketingis</strong><br />
samsaxurisTvis gamiznul axal SesaZleblobebs warmoa-<br />
Cens. magaliTad, sadReisod, interneti momxmareblebis yvela<br />
asakobriv jgufs moicavs; yvelaze metad ki internetiT<br />
bavSvebi da Tineijerebi sargebloben — 10-14 wlamde asakis<br />
warmomadgenelTa 65% da 14-17 wlamde jgufis 75%; ase rom,<br />
`qselis bavSvebma~ da TineijerTa segmentebma gansakuTrebulad<br />
miiqcies eleqtronuli <strong>marketingis</strong> muSakebis yuradReba.<br />
asakobrivi speqtris meore bolo anu momxmareblebi,<br />
romelTa asaki 50 weli an metia, onlainis klientTa TiTqmis<br />
20%-s Seadgens. mosalodnelia, rom internetSi 65 wels gadacilebulebic<br />
CaerTvebian. Tu axalgazrda momxmareblebi<br />
internetiT erTobian da urTierToben, moxuci internetklientebi<br />
mas ufro seriozuli saqmeebisaTvis iyeneben. magaliTad,<br />
am jgufis 24% internets investirebis mizniT iyenebs<br />
maSin, rodesac analogiuri mizniT eleqtronul qsels<br />
25-29 wlis momxmarebelTa mxolod 3% mimarTavs. amgvarad,<br />
SedarebiT asakovani adamianebi momxibvlel bazars qmnian<br />
veb-biznesisaTvis, dawyebuli meyvavileobidan da avtomatu-
i sacalo vaWrobidan, damTavrebuli samogzauro servisiTa<br />
da finansuri momsaxurebiT.<br />
internet-momxmareblebi tradiciuli momxmareblebisagan<br />
gansxvavdebian yidvisadmi midgomiTa da <strong>marketingis</strong>admi<br />
damokidebulebiT. internetis meSveobiT gacvlis procesi<br />
ufro myidvelis mxridan momdinare da kontrolirebadi<br />
gaxda. adamianebi, romlebic iyeneben internets, metad<br />
afaseben informacias da negatiurad pasuxoben Setyobinebebs,<br />
romlebic gaTvlilia mxolod gayidvaze. tradiciuli<br />
marketingi mizanSi, garkveulwilad, pasiur auditorias<br />
iRebs. amis sapirispirod, eleqtronuli marketingi umiznebs<br />
iseT adamianebs, romlebic aqtiurad arCeven, Tu romel vebgverds<br />
estumron, ra saxis marketinguli informaciis miReba<br />
surT TiToeul produqtze da ra pirobebSi. amdenad,<br />
eleqtronul komerciis axali samyaro axal marketingul<br />
midgomebs moiTxovs.<br />
momxmareblebs SeuZliaT miagnon veb-gverds TiTqmis<br />
nebismier produqtze, romlis yidvac SesaZlebelia buneba-<br />
Si. interneti gansakuTrebiT xelsayrelia im SemTxvevaSi,<br />
rodesac myidvelebi produqtebsa Tu SekveTebze informacias<br />
eZeben moxerxebulobisa da xelmisawvdomi fasis mixedviT<br />
an cdiloben produqciis maxasiaTeblebisa da fasebis<br />
Sedarebas. aris SemTxvevebi, rodesac momxmareblebi internets<br />
naklebad saWirod miiCneven, magaliTad, winaswar gasasinji<br />
an Sesamowmebeli produqciis yidvisas. Tumca, aqac arsebobs<br />
gamonaklisebi. magaliTad, vin ifiqrebda, rom momxmarebeli<br />
ZviradRirebul kompiuterebs naxvisa da gasinjvis<br />
gareSe SeukveTavda Dell-s an Gateway-s?<br />
dRes, momxmareblebi (myidvelebi) qselebiT aTasgvari<br />
produqtis SesakveTad sargeblobs: tansacmeli — Gap-idan<br />
Tu L.L. Bean-idan, wignebi da eleqtronika — Amazon.comi-dan,<br />
aveji — EthenAllen-idan, sxvadasxvagvari produqcia — Searsidan,<br />
yvavilebi — Calyx-Corolla-dan, dagiravebuli saxlebi —<br />
Quicken loans-idan da sxva.<br />
Calyx & Corolla — `yvavilebis moyvarulTa kompania~ —<br />
cocxal yvavilebs pirdapir momxmarebelze yidis. myidvelebs<br />
SeuZliT feradi katalogidan SearCion Taigulebi Tu<br />
mcenareebi, Semdeg ki ufaso satelefono nomerze (1—800—<br />
877—0998) darekviT, SeukveTon isini; an SekveTa ganaTavson<br />
335
C&C-is veb-gverdze (www. calyxandcorolla.com). SekveTebi myisve<br />
igzavneba C&C-is qselis yvavilebis 25 mwarmoeblidan erTerTTan,<br />
romelic maT arCevs, fuTavs da agzavnis FedEx-is<br />
meSveobiT. adgilze mitanisas yvavilebi arnaxulad gamoiyureba<br />
da aTjer met xans Zlebs, vidre maRaziis sacalo movaWreebisgan<br />
SeZenili Taigulebi. C&C Tavis warmatebas uzrunvelyofs<br />
daxvewili informaciuli sistemiTa da Zlieri kav-<br />
SirebiT FedEx-sa da yvavilebis mwarmoeblebTan.<br />
miuxedavad imisa, rom popularuli presa met yuradRebas<br />
B2C-is veb-gverdebs uTmobs, B2B-is eleqtronuli komerciis<br />
mier, eleqtronuli qselis meSveobiT, samomxmareblo<br />
saqonlis gayidvis maCvenebeli sul ufro izrdeba. 2003 wels<br />
msoflioSi B2B-is eleqtronulma komerciam, TiTqmis, 4 trilion<br />
dolars miaRwia maSin, rodesac 2003 wels es maCvenebeli<br />
mxolod 282 mlrd dolars Seadgenda. erT-erTi gamokvlevis<br />
Sedegebi aCvenebs, rom 2005 wlisaTvis, eleqtronuli<br />
komercia gamoiyena 500 000 metma, rogorc myidvelma, ise gamyidvelma.<br />
firmebi iyeneben B2B-is savaWro eleqtronuli<br />
qselebs, auqcionTa saitebs, produqtebis onlain-katalogebs,<br />
barterul saitebsa da sxva eleqtronul qselur resursebs,<br />
raTa moicvan axali myidvelebi, ufro efeqtianad<br />
moemsaxuron arsebul klientebs da miaRwion yidvis efeqtianobasa<br />
da xelsayrel fasebs. dRes B2B-is firmebis <strong>marketingis</strong><br />
samsaxuris umravlesoba momxmarebelTa uzrunvelyofasa<br />
da myidvelTa mxardamWer momsaxurebas, agreTve informacias<br />
produqtebze internetis qselis meSveobiT sTavazobs.<br />
zogierTi msxvili firma TiTqmis mTel bizness internetis<br />
qselis meSveobiT awarmoebs. qseluri mowyobilobebisa da<br />
programebis mwarmoebeli Cisco Systems Tavisi SekveTebis<br />
80%-ze mets internetis saSualebiT iRebs.<br />
B2B-is eleqtronuli komercia, garkveulwilad, Ria<br />
savaWro gacvlebSic ikidebs fexs. es aris uzarmazari eleqtronuli<br />
bazrebi, sadac myidvelebi da gamyidvelebi internetis<br />
qselis meSveobiT onlain-reJimSi pouloben erTmaneTs,<br />
cvlian informacias da efeqtianad awarmoeben transaqciebs.<br />
eleqtronuli komerciisa da komunikaciebis udidesi<br />
nawili internetSi im mxareebs Sorisaa, romlebic produqtebisa<br />
da sagnebis farTo asortimentiT arian dainteresebulni.<br />
zogierT SemTxvevaSi, interneti yidvis, saqonlisa<br />
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Tu informaciis uSualod erTmaneTSi gacvlis brwyinvale<br />
saSualebebaa. magaliTad, eBay, Amazon.com Auctions da auqcionTa<br />
sxva saitebi sTavazoben popularul sabazro sivrceebs<br />
nebismieri produqciis gasayidad, dawyebuli xelovnebis nimuSebiT,<br />
antikvariatiT, monetebiT, markebiT, ZvirfaseulobiT,<br />
kompiuterebiT da damTavrebuli samomxmareblo eleqtronikiT.<br />
eBay-is C2C `onlain~ savaWro sazogadoebam, romelic<br />
42 milionze met registrirebul momxmarebels aerTianebs,<br />
gasul wels 15 miliardi dolaris Rirebulebis produqciiT<br />
ivaWra. firmis vebgverdze nebismier dRes 27.000-ze<br />
met kategoriaSi, 16 milionze meti sagania CamoTvlili.<br />
EBay-s, agreTve, gaaCnia auqcionis saitebi sazRvargareTis<br />
ramdenime qveyanaSi, maT Soris iaponiaSi, gaerTianebul samefosa<br />
da germaniaSi. msgavsi C2C saitebi momxmarebels saSualebas<br />
aZlevs daukavSirdes ufro farTo auditorias, vidre<br />
adgilobrivi patara bazrebis an sagazeTo klasifikatorebis<br />
saSualebiT ukavSirdeba (romlebic, sxvaTa Soris, aseve<br />
el-qselSi gadian).<br />
sxva SemTxvevebSi, C2C gulisxmobs informaciis urTierTgacvlas<br />
forumebisa da internet-siaxleTa jgufebis<br />
meSveobiT, romlebic konkretul interesTa specifikuri<br />
jgufebiskenaa mimarTuli. msgavsi saqmianoba SeiZleba ganxorcieldes<br />
komerciuli an arakomerciuli miznebisaTvis.<br />
internetforumi aris sadiskusio jgufebi iseT komerciul<br />
qselur momsaxurebaze, rogoricaa CompuServe. forumma SeiZleba<br />
miiRos biblioTekis an `saWorao oTaxis” forma (realur<br />
droSi Setyobinebebis gasacvlelad) an TviT klasificirebuli<br />
sareklamo sacnobaros saxe. magaliTad, AOL-s 14<br />
000 ,,saWorao’’ oTaxiT moaqvs Tavi, romelTa angariSze misi<br />
wevrebis onlain-drois mesamedi modis. igi awvdis `megobar-<br />
Ta sias~, romelic wevrebs megobris qselSi CarTvas atyobinebs,<br />
raTa swrafad gacvalon Setyobinebebi.<br />
siaxleTa jgufebi forumis internet-versias warmoadgens.<br />
isini vebbiblioTekebisa Tu veb-konferenciebis gamar-<br />
Tvis nacvlad, specifikur Temaze Setyobinebebis gagzavniTa<br />
da wakiTxviT Semoifarglebian. internetis momxmareblebs<br />
siaxleTa jgufebSi monawileoba gawevrianebis gareSec SeuZliaT.<br />
arsebobs aTobiT aTasi siaxleTa jgufi, romelic exeba<br />
nebismier SesaZlo Temas, dawyebuli jansaRi kvebiTa da ia-<br />
337
ponuri juja xeebis movliT, damTavrebuli retromanqanebis<br />
SegrovebiTa da `sapnis operebis~ garSemo STabeWdilebaTa<br />
gaziarebiT.<br />
C2C-is Tanaxmad, onlain-vizitorebi produqtebze informacias<br />
ara marto iTviseben, aramed qmnian kidec; isini<br />
uerTdebian dainteresebul jgufebs, raTa erTmaneTs gauziaron<br />
informacia, ris Sedegadac ,,veb-komunikacia~ erwymis<br />
`sityvier komunikacias~, rac Sesyidvebze mniSvnelovani zegavlenis<br />
faqtoria. kargi firmis da produqtis Sesaxeb informacia<br />
umal vrceldeba, cudi kompaniisa da produqtebis<br />
Sesaxeb ki — kidev ufro swrafad. bevri saiti, rogoricaa<br />
eComplaints.com, ConsumerReview.com da BadDealings.com, Seqmnilia<br />
swored im mizniT, rom momxmareblebs SesTavazos forumi,<br />
sadac isini erTmenTs gauziareben TavianT problemebsa da<br />
STabeWilebebs ama Tu im produqtisa Tu momsaxurebis Sesaxeb.<br />
eleqtronuli komercia dRes internetis wyalobiT,<br />
momxmareblebs bevrad ufro uadvilebs firmebTan urTier-<br />
Tobas. am ukanasknelTa umravlesoba iwvevs eqspertebsa da<br />
momxmareblebs, raTa firmis veb-gverdebis meSveobiT miiRon<br />
maTi rCevebi da SekiTxvebi. amasTan, nacvlad imisa, rom daelodon<br />
miwvevas, momxmareblebs SeuZliaT qselSi moZebnon<br />
gamyidvelebi, Seiswavlon maTi SemoTavazebebi, uxelmZRvanelon<br />
Sesyidvebs da dauWiron maT mxari; qselis gamoyenebiT,<br />
momxmareblebs SeuZliaT awarmoon garigebebi TviT biznespartniorebTan<br />
magaliTad, Priceline.com-is gamoyenebiT, myidvelebi<br />
firmebs sakuTar fass sTavazoben TviTmfrinavis bileTebze,<br />
sastumro oTaxebze, dasaqiravebel manqanebsa Tu<br />
saxlebze; gamyidvelebi ki wyvitaven, miiRon Tu ara maTi SemoTavazeba.<br />
dRes, eleqtronul komerciaSi TiTqmis yvela tipis<br />
firmaa CarTuli. e.i. funqcionireben sxvadasxva eleqtronuli<br />
marketinguli arxebi (nax. 15.3.).<br />
internetma dasabami misca eleqtronuli <strong>marketingis</strong><br />
axal saxes — mxolod virtualur dot-com-ebs, romlebic muSaoben<br />
mxolod qselSi, yovelgvari tradiciuli bazris gare-<br />
Se. garda amisa, dRes tradiciuli saxis bevrma firmam aiTvisa<br />
eleqtronul marketinguli operaciebi, riTac virtualur-tradiciul<br />
konkurentebad gardaiqmnen.<br />
338
nax. 15.3. eleqtronuli marketinguli arxebis tipebi<br />
arsebobs sxvadasxva formisa Tu zomis mxolod virtualuri<br />
kompaniebi. isini aerTianeben e-tailers-sa da dot-com-ebs,<br />
romlebic produqtebsa da momsaxurebas internetis meSveobiT<br />
yidian pirdapir saboloo myidvelze. CvenTvis nacnobi etailer-ebi<br />
moicavs Amazon.com-s, Expedia-sa da Wine.com-s. mxolod<br />
virtualuri kompaniebi, Seicaven saZieblebsa da portalebs<br />
— Google, Yahoo da Excite, romlebic Tavdapirvelad<br />
mxolod saZieblebs warmoadgendnen, mogvianebiT ki iseTi<br />
momsaxurebac SeiTavses, rogorebicaa axali ambebi, amindis<br />
prognozi, aqciebi da garToba im imediT, rom am gziT internetSi<br />
pirvelebi gaxdebodnen.<br />
rogorebic arian CompuServe da Earthlink, mxolod virtualuri<br />
kompaniebi arian, romlebic, garkveuli safasuris<br />
sanacvlod, el-fostisa da internet-kavSirebs awvdian dainteresebul<br />
klientebs.<br />
virtualuri kompaniebis qseluri biznesis gamoyenebam<br />
339
piks 1990-iani wlebis bolos, e. w. `dot-com-is oqros periodSi~<br />
miaRwia, rodesac gaumaZRarma investorebma dot.com-ebis<br />
aqciaTa fasebi warmoudgenlad gazardes. miuxedavad amisa,<br />
investorTa gaSmageba 2000 wlisaTvis Cacxra da bevri maRla<br />
mfrinavi, gadaWarbebuli fasebis mqone dot-com-i miwaze daenarcxa.<br />
yvelaze Zlieri da momxibvleli e-tailer-ebic ki —<br />
eToys.com, Pets.com, Furniture.com, Mothernature.com, Garden.com,<br />
Living.com da ValueAmerica.com — bankrotebad iqcnen. gadarCenilebma,<br />
rogorebicaa Amazon.com da Priceline.com dainaxa, rom<br />
maTi aqciebis fasi daeca. `erT dros aTasobiT axali ideiT<br />
aRsavse momxmarebelTa qseli Ramis bazars daemsgavsa~, — ambobs<br />
erT-erTi analitikosi. 1<br />
ot-com-ebis marcxi bevri mizeziT iyo ganpirobebuli.<br />
zogierTi SeiWra bazarze saWiro marketinguli kvlevisa Tu<br />
dagegmvis gareSe. xSirad, maTi mTavari mizani iyo sawyisi sazogadoebrivi<br />
SeTavazebis ubralod gaSveba manam, sanam bazari<br />
,,duRda~. bevri zedmetad endoboda gazviadebul reklamas,<br />
imis nacvlad, rom SeeqmnaT myari marketinguli strategiebi.<br />
investorebis fuliT ganebivrebuli dot-com-ebi Zalian<br />
bevrs flangavdnen qselis miRma masobriv marketingze,<br />
raTa SeeqmnaT brendis saxeebi da myidvelebi TavianT saitebze<br />
miezidaT.<br />
cxrili 15.1 gviCvenebs, rom dot-com-is Semosavlebi SeiZleba<br />
saTaves ramdenime wyarodan iRebdes.<br />
dRes yvela firmam unda ifiqros eleqtronul marketingze.<br />
kompaniebs eleqtronuli <strong>marketingis</strong> warmarTva SeuZliaT<br />
nebismieri gziT im oTxidan, romelic 15.4 naxazzea<br />
naCvenebi: veb-gverdis Seqmna, internetis qselSi reklamebis<br />
ganTavseba, veb-jgufebis Camoyalibeba an maTSi monawileoba<br />
da `onlain~ eleqtronuli fostis gamoyeneba an veb-kastingi.<br />
firmebis umravlesobisaTvis eleqtronuli <strong>marketingis</strong><br />
pirveli nabijia veb-gverdis Seqmna. Tumca, amis garda,<br />
<strong>marketingis</strong> samsaxurebma unda izrunon saitis saintereso<br />
dizainze da ipovon gza, raTa miizidon da SeinarCunon klientebi,<br />
amasTan, Seqmnan gansakuTrebuli pirobebi imisaTvis,<br />
rom momxmarebeli SemdgomSic estumros am veb-gverds.<br />
1<br />
Heather Green, ,,Dot-Com Deathwatch: Deat and (Mostly) Gone,” Fortune,<br />
December 24, 2001, pp. 46-47.<br />
340
Semosavali<br />
produqciisa da<br />
momsaxurebis<br />
gayidvidan<br />
sareklamo<br />
Semosavali<br />
aliansis<br />
Semosavali<br />
wevroba da<br />
saabonento<br />
Semosavals<br />
Semosavali<br />
miznobrivi<br />
jgufebis<br />
profilis<br />
gayidvidan<br />
cxrili 15.1.<br />
bevri el-komerciuli kompania<br />
Tavisi Semosavlebis did nawils<br />
iRebs im saqonlisa da da<br />
momsaxurebis fasnamatiT, romelsac<br />
yidis onlainiT.<br />
onlainis sareklamo sivrcis<br />
gayidvebi SeiZleba warmoadgendes<br />
Semosavlebis ZiriTad wyaros. Google<br />
yidis Tavis saZieblebis gverdze<br />
ganTavsebul sareklamo sivrces,<br />
romelic mTavar saZiebel sityvebs<br />
ukavSirdeba.<br />
onlain-kompaniebs, veb-gverdebis<br />
SeqmnisaTvis saWiro xarjebis<br />
gaziarebis mizniT, SeuZliaT biznespartniorebis<br />
mowveva, Semdeg ki<br />
maTTvis saitze ufaso reklamebis<br />
SeTavazeba.<br />
veb-<strong>marketingis</strong> specialistebs<br />
SeuZliaT TavianTi saitis<br />
gamoyenebisaTvis saabonento<br />
gadasaxadis Semosavali daweseba.<br />
bevri onlain- gazeTi (WallStreet<br />
Journal da Financial Times) onlainmomsaxurebisaTvis<br />
saabonento<br />
gadasaxads moiTxovs. Auto-By-Tel-i im<br />
abonentebisgan iRebs, romelTac<br />
manqanebze uaxlesi informaciis<br />
miReba surT.<br />
veb-gverdebs, romelTac Seqmnes<br />
monacemTa bazebi, romlebic, Tavis<br />
mxriv, Seicaven calke euli<br />
miznobrivi jgufebis profilebs,<br />
SeuZliaT am profilebis gayidva im<br />
SemTxvevaSi, Tu miiReben Sesabamis<br />
341
transaqciaTa<br />
sakomisio da<br />
gadasaxadebi<br />
bazris gamokvleva<br />
da saininformacio<br />
gadasaxadebi<br />
mimarTulebiTi<br />
Semosavali<br />
342<br />
nebarTvas. miuxedvad amisa,<br />
myidvelTa Sesaxeb informaciis<br />
gamoyeneba da gayidva eTikuri da<br />
samarTlebrivi normebiT wesrigdeba.<br />
zogierTi dot-com-i awesebs sakomisio<br />
gadasaxadebs transaqciebze sxva<br />
mxareebs Soris, romlebic saqonels<br />
maTi veb-gverdebis saSualebiT<br />
cvlian. magaliTad, eBay myidvelebs<br />
akavSirebs gamyidvelebTan da iRebs<br />
1,25-dan 5 procentamde sakomisios<br />
TiToeuli transaqciidan.<br />
SesaZlebelia kompaniebs daekisroT<br />
gansakuTrebuli gadasaxadebi<br />
bazris Sesaxeb informaciisa da<br />
sxva inteleqtualuri monacemebis<br />
miRebisaTvis. magaliTad,<br />
NNewsLibrary, misi arqividan<br />
amoRebuli masalisaTvis,<br />
momxmareblebs 1 an 2 dolars<br />
axdevinebs. LifeQuote dazRvevis<br />
msurvelebs aZlevs 50 sxvadasxva<br />
sadazRvevo kompaniis fasebis<br />
Sedarebis saSualebas, Semdeg ki,<br />
sakomisios saxiT, iRebs im kompaniis<br />
wliuri premiis 50 procents,<br />
romelic momxmarebelma airCia.<br />
kompaniebs SeuZliaT Semosavlebis<br />
mobilizeba, rodesac maT sxva<br />
kompaniis myidvelebi mimarTaven.<br />
Edmunds-i iRebs e.w. `moZebnis<br />
gadasaxads" yovelTvis, rodesac<br />
myidveli avsebs Auto-By-Tel-is<br />
formas mis veb-gverdze, miuxedavad<br />
imisa, dasruldeba Tu ara es<br />
SeTanxmeba.
veb-gverdebi erTmaneTisgan Sinaarsobrivad da miznobrivad<br />
gansxvavdebian. veb-gverdis yvelaze mTavari tipi korporaciuli<br />
vebgverdia. igi iqmneba myidvelis keTilganwyobis<br />
Sesaqmnelad — ufro rogorc gayidvis sxva arxebis damatebad,<br />
vidre firmis produqciis pirdapiri gayidvisaTvis.<br />
nax. 15.4. eleqtronuli <strong>marketingis</strong> warmarTva<br />
Cveulebriv, korporaciuli veb-gverdebi sTavazoben<br />
mravalferovan informaciasa da sxvadasxva maxasiaTeblebs,<br />
raTa upasuxon myidvelTa SekiTxvebs, daamyaron maTTan ufro<br />
axlo urTierTobebi da firmis Sesaxeb Seuqmnan saukeTeso<br />
warmodgena. isini, ZiriTadad, awvdian informacias firmis<br />
istoriaze, misiaze, msoflmxedvelobaze, produqtebsa<br />
da momsaxurebaze. maT, agreTve, SeuZliaT miawodon informacia<br />
mimdinare movlenebze, firmis personalze, finansur maCveneblebsa<br />
da dasaqmebis SesaZleblobebze. korporaciuli vebgverdebis<br />
umravlesoba awvdis gasarTob masalasac, raTa miizidon<br />
da SeinarCunon saitis stumrebi. da bolos, saitma myidvelebisTvis<br />
unda uzrunvelyos SesaZleblobebi, raTa maT dasvan<br />
SekiTxvebi an, saitis datovebamde eleqtronuli fostis<br />
meSveobiT, gaakeTon komentarebi.<br />
sxva firmebi qmnian marketingul veb-gverdebs. am tipis<br />
saitebis meSveobiT, momxmareblebi erTvebian urTierTqmedebaSi,<br />
rac maT aaxlovebs pirdapir SeZenasa Tu sxva marketingul<br />
SedegebTan. aseTi saitebi SesaZloa Seicavdes katalogebs,<br />
savaWro etiketebsa da mastimulebel niSnebs, rogorebicaa<br />
kuponebi, gayidvebTan dakavSirebuli movlenebi Tu<br />
konkursebi. magaliTad, SonyStyle.com-is stumrebs SeuZliaT<br />
343
arCevani gaakeTon Sony-s aTobiT kategorias Soris, mimoixilon<br />
detaluri maxasiaTeblebi da konkretuli sagnebis sa-<br />
Tanado specifikacia, waikiTxon produqciis eqspertTa mimoxilvebi<br />
da Seiswavlon uaxlesi, cxel-cxeli informacia.<br />
maT internetis meSveobiT Sony-i sasurvel produqciaze SeuZliaT<br />
ganaTavson SekveTa da gadaixadon sakredito bara-<br />
TiT — es yvelaferi ki kompiuteris Tagvze ramdenime dawkapunebiT<br />
xdeba. firmebi TavianT marketingul veb-gverdebs<br />
agresiulad uWeren mxars, akeTeben ra reklamas beWdviTi sa-<br />
SualebebiT, banerebiTa Tu teleradiomauwyeblobiT, agreTve<br />
sxva veb-gverdebis gamoyenebiT.<br />
Toyota-s marketinguli veb-gverdis misamarTia www.<br />
toyota.com. Tu potenciurma myidvelma erTxel mainc daawkapuna<br />
Tagvze, manqanis mwarmoebeli kompania Zal-Rones ar<br />
iSurebs, raTa am dainteresebas yidva moyves. saiti gvTavazobs<br />
uzarmazari moculobis saWiro informaciasa da virtualur<br />
,,avtofarexs’’ gayidvisaTvis mniSvnelovani iseTi<br />
interaqtiuli TvisebebiT, rogoricaa Toyota-s arsebuli modelebis<br />
detaluri specifikacia, informacia dilerebis<br />
mdebareobasa da momsaxurebaze, specialuri rukebisa da dilerTa<br />
internet-kavSirebis TanxlebiT. stumrebs, romlebic<br />
ufro Sors midian, SeuZliaT mimarTon Shop@Toyota-s, SearCion<br />
modeli an mowyobiloba da Seafason igi, Semdeg daukav-<br />
Sirdnen dilers da mimarTon TviT kreditisTvisac ki. agreTve<br />
SesaZlebelia onlain-SekveTis formis Sevseba (saxeli,<br />
misamarTi, telefonis nomeri, elfostis misamarTi) bro-<br />
Surebisa da ufaso interaqtiuli CD-ROM-ebisaTvis, romelic<br />
Toyota-s modelebis Tvisebebs gviCvenebs. umjobesia, Tu<br />
adgilobrivi dileri, CD-ROM-is Camosvlamde, SeZlebs myidvelisaTvis<br />
manqanis testirebis SeTavazebas. dRes Toyota-s<br />
veb-gverdi momxmareblebTan saqmiani urTierTobebis warmoebaSi<br />
pirvelia.<br />
marketingiuli veb-gverdebiT warmatebulad sargebloben<br />
B2B-is monawileebic. magaliTad, GE Plastics-is vebgverdis<br />
vizitorebs SeuZliaT 1500-gverdiani informaciis<br />
naxva, raTa miiRon pasuxi kompaniis produqciis Sesaxeb nebismier<br />
drosa da msoflios nebismieri kuTxidan. FedEx-is<br />
veb-gverdi (www.fedex.com) myidvelebs saSualebas aZlevs, Seadginon<br />
sakuTari gadazidvebis gegma, moiTxovon SefuTvis<br />
344
SerCeva da fexdafex misdion TavianTi produqciis tranzits.<br />
veb-gverdis Seqmna sakiTxis erTi mxarea, momxmarebel-<br />
Ta dasaTvaliereblad mizidva ki — meore. mTavaria sakmarisi<br />
faseulobisa da aRtacebis Seqmna, raTa firmis <strong>marketingis</strong><br />
samsaxurebma aiZulon myidveli, estumros veb-gverds, SeinarCunon<br />
igi da Seuqmnan iseTi pirobebi, rom kvlav daubrundes<br />
firmas.<br />
internetis erTguli stumrebis ukanasknelma gamokvlevam<br />
cxadyo, rom momxmarebelTa molodinma `onlainTan~<br />
dakavSirebiT bolo ramdenime wlis ganmavlobaSi, piks miaRwia.<br />
dRevandeli veb-gverdis momxmareblebi swrafad gadadian<br />
sxva saitebze, Tu pirveli maT moTxovnebs ar akmayofilbs.<br />
`ara aqvs mniSvneloba, ra mizeziT stumrobs adamiani vebgverds<br />
— samsaxurebrivi Tu piradi. maTgan, vis molodinsac<br />
saiti ar daakmayofilebs, ori mesamedi mas aRarasodes ewveva.<br />
gvestumrebian, migvatoveben, Tqven ki amis Sesaxeb verafers<br />
gaigebT. amas Cven vuwodebT internetis sasikvdilod<br />
dasjas~, — ambobs gamokvlevis avtori. 1<br />
maSasadame, firmam mudmivad unda ganaaxlos Tavisi saiti,<br />
raTa igi iyos moqmedi, axali da mimzidveli. es ki saWiroebs<br />
drosa da xarjebs. xarji aucilebelia, Tu eleqtronuli<br />
<strong>marketingis</strong> samsaxurs surs, gza gaikvlios internetis qselis<br />
mzard qaosSi. garda amisa, bevri firma Zalian did Tanxebs<br />
xarjavs karg Zvelmodur reklamasa da sxva marketingul<br />
saqmianobaze `onlainis~ miRma, raTa gazardos Tavisi<br />
saitis vizitorTa ricxvi. `dRes, realurad, brendis mxolod<br />
internetis meSveobiT Seqmna SeuZlebelia. Tqven unda<br />
gascdeT onlainis farglebs~, — ambobs erT-erTi analitikosi.<br />
2<br />
zogierTi tipis produqtisaTvis veb-gverdze stumrebis<br />
mozidva advilia. momxmareblebisaTvis, romlebic yiduloben<br />
axal manqanebs, kompiuterebs an finansur momsaxurebas,<br />
xelmisawvdomi xdeba saWiro informacia da gamyidvele-<br />
1<br />
Sharon Gaudin, ,,The Site of No Return,” Data Mation, accessed at<br />
www.internet.com, May 28, 2002.<br />
2<br />
Laurie Freeman ,,Why Internet Brants Take Offline Avenues,” Marketing News,<br />
July 1999, p.4; amd Paul C. Judge, ,,The Name’s the Thing”, Bysiness Week,<br />
November 15, 1999, pp.35-39.<br />
345
is marketinguli aqtivoba. Tumca, SedarebiT naklebad mimzidveli<br />
produqtebis firmis <strong>marketingis</strong> samsaxurebi, vebgverdiT<br />
stumrebis dainteresebis mizniT, SesaZloa sirTuleebs<br />
waawydnen.<br />
dabali dainteresebis mqone produqciisaTvis firmas<br />
SeuZlia korporaciuli veb-gverdis Seqmna, raTa upasuxos<br />
myidvelTa SekiTxvebs, uzrunvelyos keTildReobisa da aRfrTovanebis<br />
SegrZneba, gamyidvelis Zalisxmeva Seavsos sxva<br />
arxebis meSveobiT da, amgvarad, miiRos myidvelTa mxardaWera.<br />
mTavaria, Seiqmnas iseTi veb-gverdi, romelic, erTi SexedviT,<br />
momxibvleli da sainteresoa, rac waaxalisebs saitze<br />
gameorebiT vizitebs. adreuli, teqstebze dafuZnebuli<br />
veb-gverdebi, bolo wlebSi, grafikulad daxvewilma vebgverdebma<br />
Secvala, romlebic uzrunvelyofilia teqstiT,<br />
xmiTa da animaciiT (magaliTad, ixileT www.sonystyle.com,<br />
www.can.com an www.nike.com). axali stumrebis mosazidad da<br />
SesanarCuneblad, erT-erTi eqspertis varaudiT, eleqtronuli<br />
<strong>marketingis</strong> samsaxurebma gansakuTrebuli yuradReba<br />
unda miqcion Svidi C-s princips, rac ganapirobebs efeqtiani<br />
veb-gverdebis Seqmnas:<br />
1. konteqsti (Context): veb-gverdis gegma da dizaini.<br />
2. Sinaarsi (Content): teqsti, suraTebi, xma da video,<br />
romelTac veb-gverdi moicavs.<br />
3. sazogadoeba (Community): saSualeba, romliTac vebgverdi<br />
uzrunvelyofs momxmarebelTa komunikacias.<br />
4. myidvelze morgeba (Customization): veb-gverdis unari,<br />
miesadagos mravalferovan momxmarebels an saSualeba<br />
misces maT, raTa veb-gverds mianiWon personaluroba.<br />
5. komunikacia (Communication): saSualeba, romliTac<br />
veb-gverdi ganapirobebs vebgverdisa da momxmareblis,<br />
momxmareblisa da veb-gverdis, an orTave saxis<br />
komunikacias.<br />
6. kavSiri (Connection): done, romelzec erTi veb-gverdi<br />
ukavSirdeba meores.<br />
346
7. komercia (Commerce): veb-gverdis SesaZleblobani,<br />
komerciuli transaqciebis ganxorcielebis TvalsazrisiT.<br />
veb-gverdi, sul mcire, gamosayeneblad sasiamovno da<br />
advili, amasTan saintereso, saWiro da gamomwvevi unda iyos.<br />
es yvelaferi iZleva veb-gverdis Sinaarsis faseulobas, rac<br />
miizidavs stumrebs, aiZulebs maT, ufro met xans darCnen saitze<br />
da araerTxel daubrundnen mas. efeqtiani veb-gverdebis<br />
Sinaarsi moicavs Rrma da saWiro informacias, urTier-<br />
Tqmedebis saSualebebs, rac myidvelebs exmareba, ipovon da<br />
Seafason maTTvis saintereso produqtebi, agreTve daukav-<br />
Sirdnen Sesabamis veb-gverdebs. veb-gverds unda hqondes<br />
mastimulebel SeTavazebaTa cvlis saSualeba da saTanado<br />
gasarTobi maxasiaTeblebi, rac momxmareblis aRfrTovanebas<br />
iwvevs.<br />
reklamebisa da stimulirebis ganTavseba onlain-qsel-<br />
Si eleqtronuli <strong>marketingis</strong> samsaxurebs, internet-brendebis<br />
Seqmnisa da TavianT veb-gverdebze stumrebis mozidvis<br />
mizniT, SeuZliaT gamoiyenon onlain-reklama.<br />
onlain-reklamebi kompiuteris ekranze Cndeba, rodesac<br />
internet-momxmareblebi qselSi arian CarTulni. aseTi<br />
reklamebi moicavs sareklamo banerebsa da e. w. ticker-ebs (niSnulebs)<br />
anu ekranis gaswvriv moZrav banerebs. veb-gverdis<br />
momxmarebeli an America Online-is abonenti, romelic TviTmfrinavebis<br />
ganrigsa da mgzavrobis safasurs aTvalierebs,<br />
SesaZloa ekranze waawydes kaSkaSa baners: `daiqiraveT manqana<br />
Alamo-sgan da isargebleT ufasod 2 dRis ganmavlobaSi!”.<br />
Sinaarsobrivi sponsoroba internet-stimulirebis kidev<br />
erTi formaa. bevri firma saxels internetSi sxvadasxva<br />
veb-gverdze specialuri Sinaarsis mqone informaciis, ker-<br />
Zod, axali ambebis, finansuri monacemebisa da sxvaTa sponsorobiT<br />
imkvidrebs. magaliTad, Advil-i asponsorebs ESPN-is<br />
Sport Zone-is Injury Report-s, xolo Generall Mills-i - AOL-s bavSvTa<br />
swraf kvebas. sponsori fuls ixdis garkveuli monacemebis<br />
CvenebaSi da sanacvlod iRebs aRiarebas, rogorc veb-gverdebze<br />
gansakuTrebuli momsaxurebis provaideri. sponsorebisTvis<br />
saukeTeso adgilia miznobrivi saitebi, sadac maT<br />
SeuZliaT auditorias SesTavazon Sesabamisi informacia an<br />
momsaxureba.<br />
347
eleqtronuli <strong>marketingis</strong> samsaxurebs onlainze gasvla,<br />
agreTve, SeuZliaT e.w. mikrosaitebis meSveobiT (sxva saitze<br />
SezRuduli formatis saitebis ganTavseba), romelsac<br />
marTavs da afinansebs gare kompania. magaliTad, sadazRvevo<br />
kompanias manqanebis Sesyidvis saitze SeuZlia Seqmnas mikrosaiti,<br />
sadac manqanis myidvelebs SesTavazebs dazRvevasTan<br />
dakavSirebul rCevebs da amavdroulad miawvdis sarfian sadazRvevo<br />
winadadebebs. internet-kompaniebs, agreTve SeuZliaT<br />
Seqmnan aliansebi da gaerTianebuli programebi, sadac<br />
isini imuSaveben sxva onlain-kompaniebTan erTad, erTmaneTisaTvis<br />
reklamis gawevis mizniT. AOL-ma araerTi warmatebuli<br />
aliansi Camoayaliba; Sesabamisad, igi am kompaniebis saxelebs<br />
Tavis saitze aRniSnavs. Amazon.com-s 350.000-ze meti<br />
`Svilobili” kompanioni hyavs, romlebic mis banerebs TavianT<br />
veb-gverdebze aTavseben.<br />
da bolos, eleqtronuli <strong>marketingis</strong> samsaxurebi iyeneben<br />
virusmarketings — sityvieri (saWorao) <strong>marketingis</strong><br />
eleqtronuli versias, rodesac el-fostiT modis iseTi<br />
efeqtiani marketinguli Setyobineba, rom momxmarebeli Tvi-<br />
Ton cdilobs megobrebisaTvis mis gadagzavnas. iqidan gamomdinare,<br />
rom myidvelebi Setyobinebebsa Tu sareklamo gzavnilebs<br />
Tavad avrceleben, virusmarketingi ar aris Zviri,<br />
amasTanave, megobrebisgan miRebul informacias adresati<br />
ndobiT ekideba da mas umal ecnoba. ideis azri aseTia: `Sens<br />
marketings myidvelebi qmnian~.<br />
onlain-reklama metad saWiro mizans emsaxureba, ker-<br />
Zod ki, sxva marketingul Zalixmevas avsebs. miuxedavad amisa,<br />
axlo momavalSi interneti televiziasa da beWdur medias<br />
konkurencias ver gauwevs. <strong>marketingis</strong> bevri specialisti<br />
kvlavac eWvis TvaliT uyurebs internet-reklamis efeqtianobas.<br />
sxva sareklamo mediisagan gansxvavebiT, misi xarjebi<br />
marTlac mcirea, magram veb-gverdis momxmareblebs advilad<br />
SeuZliaT aseTi reklamebis ignorireba, rasac xSirad akeTeben<br />
kidec. Sedegad, stimulirebis kompleqsebis umravlesobaSi<br />
veb-reklama sakmaod umniSvnelo rols TamaSobs.<br />
veb-forumebisa da jgufebis popularobam gamoiwvia<br />
komerciulad dasponsorebuli veb-gverdebis Seqmna saxelwodebiT<br />
veb-sazogadoeba, romelic internetSi C2C eleqtronuli<br />
komerciis sivrces aniWebs upiratesobas. msgavsi<br />
348
saitebis meSveobiT, wevrebs SeuZliaT Tavmoyra da, saerTo<br />
interesebis mixedviT, Sexedulebebis gacvla.<br />
sabolood, iqidan gamomdinare, rom firmebi integrirebul<br />
eleqtronul komerciaSi met gamocdilebas iReben<br />
TavianTi yoveldRiuri strategiiTa da taqtikiT, sityvebs<br />
`el-biznesi~ Tu `el-marketingi~ `el~ prefiqsi unda Camova-<br />
SoroT. `mTavari SekiTxvaa ara is, davnergoT Tu ara internetis<br />
teqnologia (firmebs ara aqvT arCevanis saSualeba, Tu<br />
surT, darCnen konkurentulni), aramed is,Tu rogor davnergoT<br />
igi, — ambobs biznes-strategiis Seqmneli maikl porteri,<br />
— Cven Tavi unda davaneboT ritorikas internetis industriaze,<br />
elbiznesis strategiebsa da axal ekonomikaze da<br />
ganvixiloT, Tu ras warmoadgens interneti sinamdvileSi...<br />
es aris mZlavri iaraRebis wyeba, romelic SeiZleba gamoviyenoT<br />
Wkvianurad, an uWkuod, TiTqmis nebismier industriaSi,<br />
rogorc nawili TiTqmis nebismieri strategiisa.“ 1<br />
momgebianoba erT-erTi yvelaze mniSvnelovani sakiTxia,<br />
gansakuTrebiT ki B2C-is dot-com-ebisaTvis. saocaria, magram<br />
momgebiani B2C internet-kompaniac SeiZleba iyos. 456 internet-kompaniidan,<br />
romelTa formirebac 1994 wlidan daiwyo,<br />
dRes mxolod 11 procenti aris biznesSi CarTuli da<br />
amavdroulad momgebiani; maTgan, romlebic kvlavac rCebian<br />
biznesSi da sxva kompaniebs ar SeusyidiaT, momgebiani mxolod<br />
40 procentia. erTi analitikosi amas `internetis sul<br />
patara saidumlos~ uwodebs. 2<br />
erT-erTi problema aris is, rom miuxedavad swrafi<br />
zrdisa, onlainmarketingi mxolod SezRudul bazars aRwevs.<br />
am SemTxvevaSi mTavari mimarTulebaa internetis auditoria,<br />
Tumca qselis momxmarebeli ufro ganaTlebuli da<br />
gaTviTcnobierebulia, vidre zogadad mosaxleoba. es internets<br />
idealurs xdis finansuri servisebis, mogzaurTa<br />
momsaxurebis, kompiuteruli teqnikiTa Tu programebiT uzrunvelyofisa<br />
da produqciis sxva garkveuli kategoriebis<br />
<strong>marketingis</strong>aTvis. miuxedavad amisa, onlain-marketingi Ziri-<br />
1<br />
Michael porter, ,,Strategy and the Internet,” Harvard Business Review, March<br />
2001, pp.614.<br />
2<br />
Timothy J. Mullaney, ,,Break Out the Black Ink,” Business Week, May 13, 2002,<br />
pp.74-76; and ,,The Web Is Finally Vatching Profits, “ Business Week, February<br />
17, 2003, p.66.<br />
349
Tadi produqtebis gayidvisTvis naklebefeqtiania. ufro metic,<br />
produqtis umravles kategoriaTa SemTxvevaSi, momxmareblebi<br />
ufro aTvaliereben saitebs da ikvleven produqtebs,<br />
vidre yiduloben maT.<br />
da bolos, interneti milionobiT veb-gverdsa da gansacvifrebeli<br />
moculobis informacias sTavazobs. amdenad,<br />
internetSi orientireba momxmareblebisaTvis SeiZleba gamawbilebeli,<br />
Tavbrudamxvevi da drois mflangveli iyos. am<br />
qaosur da areul garemoSi bevri veb-reklama da saiti Seum-<br />
Cneveli da gauxsneli rCeba. SemCnevis SemTxvevaSic ki, <strong>marketingis</strong><br />
samsaxurebs momxmarebelTa yuradRebis mipyroba<br />
uWirT. erT-erTma gamokvlevam daadgina, rom saitma internetis<br />
momxmareblis yuradReba 8 wamSi unda daipyros, winaaRmdeg<br />
SemTxvevaSi, igi sxva saitiT dainteresdeba. es firmebs<br />
TavianTi saqonlis stimulirebisa da gayidvisaTvis Zalian<br />
cota dros utovebs.<br />
savaraudod, onlain- konfidencialoba eleqtronuli<br />
komerciis upirvelesi sazrunavia. onlain-<strong>marketingis</strong> samsaxurebis<br />
umravlesoba momxmareblebze detaluri informaciis<br />
Segrovebasa da analizSi daxelovnda. maT SeuZliaT moizidon<br />
vizitorebi da momxmareblebi, romlebic monawileoben<br />
veb-gverdis saqmianobaSi, Sesabamisad, mas vrcel personalur<br />
informacias awvdian. es, zogjer, momxmareblebs<br />
ubiZgebs daayenon sakiTxi informaciis gamoyenebis ufleba-<br />
Ta gadaWarbebaze, rac xdeba im SemTxvevaSi, Tu firmebi daudastureblad<br />
isargebleben aRniSnuli informaciiT (TavianTi<br />
produqtebis <strong>marketingis</strong>aTvis) an monacemTa bazebs<br />
sxva firmebTan gacvlian. rogorc ukanasknelma gamokvlevam<br />
cxadyo, amerikelTa 69% eTanxmeba im azrs, rom `momxmareblebma<br />
dakarges yovelgvari kontroli imaze, Tu rogor<br />
grovdeba da gamoiyeneba personaluri informacia firmebis<br />
mier~. meore gamokvleviT ki dadginda, rom 10 momxmareblidan<br />
7 onlain-konfidencialobis sakiTxiT aris dakavebuli.<br />
bevri momxmarebeli, agreTve ganicdis onlain-usafrTxoebis<br />
problemas. maT eSiniaT, rom internet-TaRliTebi<br />
Tvals miadevneben maT onlain-transaqciebs an miiTviseben<br />
maTi sakredito baraTebis monacemebs da ganaxorcieleben<br />
arasanqcirebul Sesyidvebs. Tavis mxriv, firmebi, romlebic<br />
onlain-bizness ewevian, SiSoben, rom sxvebi internets gamoiyeneben,<br />
raTa SeiWran maT kompiuterul sistemebSi, komerci-<br />
350
uli SpionaJis an TviT sabotaJis mizniT. rogorc Cans,<br />
grZeldeba konkurencia internetis usafrTxoebis sistemebsa<br />
da maT Soris, vinc eZebs sistemaSi TaRliTurad SeWris<br />
gzebs.<br />
internet-<strong>marketingis</strong> kidev erTi sazrunavia arauflebamosili<br />
da upasuxismgeblo jgufebisaTvis veb-qselis<br />
xelmisawvdomobis sakiTxi. magaliTad, mozardebze orientirebulma<br />
<strong>marketingis</strong> specialistebma aRmoaCines, rom Znelia<br />
xelmisawvdomobis SezRudva umcrosi asakis internetvizitorebisaTvis.<br />
kerZod, sul cota xnis win gamyidvelebma,<br />
romlebic eBay.com-s iyenebdnen daadgines, rom isini 14 wlis<br />
biWis msxverplni gaxdnen, romelmac myidvelebs sakuTari<br />
fasi SesTavaza da am gziT 3 milion dolarze meti Rirebulebis<br />
antikvariati da xelovnebis iSviaTi nimuSebi SeiZina.<br />
eBay-s aqvs mkacrad gansazRvruli wesi: 18 wlamde asakis mozardebs<br />
mis auqcionSi monawileoba ar SeuZliaT; Tumca, es<br />
patiosan momxmarebelze gaTvlili sistemaa da, samwuxarod,<br />
verafers cvlis, raTa kibersivrce daicvas masSi mojiriTe<br />
Tineijerebisagan.<br />
miuxedavad am gamowvevebisa, didi Tu mcire firmebi<br />
swrafad axdenen onlain-<strong>marketingis</strong> integrirebas TavianT<br />
marketingul strategiebsa da kompleqsebSi. sul ufro gavrcelebasTan<br />
erTad, onlain-marketingi daamtkicebs, rom<br />
igi Zlieri iaraRia myidvelTa urTierTobebis Camoyalibeba-<br />
Si, gayidvebis gaumjobesebaSi, informaciis gazrdasa da<br />
produqtebisa Tu momsaxurebis ufro efeqtianad SeTavazebaSi.<br />
351
Tavi 16. saerTaSoriso <strong>marketingis</strong> Sesaxeb<br />
16.1. saerTaSoriso <strong>marketingis</strong> arsi 1 da warmoSobis<br />
winapirobebi<br />
saerTaSoriso marketingi saerTaSoriso bazarze<br />
orientirebuli saqonlis warmoeba-gasaRebis sistemaa,<br />
romlis warmoSoba da ganviTareba biznesis qveynis saz-<br />
Rvrebs gareT gafarToebam ganapiroba.<br />
saerTaSoriso marketingi iwyeba iq da maSin, roca sawarmo<br />
iRebs gadawyvetilebas sagareo bazarze gasvlasTan<br />
dakavSirebiT da mis mier damyarebuli urTierTobebi ukav-<br />
Sirdeba saxelmwifo sazRvrebis gadakveTas.<br />
marTalia, saSinao bazarze biznesi gacilebiT ufro<br />
usafrTxoa, vidre saerTaSoriso bazarze, magram sawarmoebs<br />
ar SeuZliaT da, umetes SemTxvevaSi, arc surT TavianTi saqmianobis<br />
mxolod erovnuli bazriT SemosazRvra mravali mizezis<br />
gamo. am mizezebs ukavSirdeba saerTaSoriso <strong>marketingis</strong><br />
warmoSoba da ganviTareba.<br />
saerTaSoriso <strong>marketingis</strong> warmoSobis ZiriTadi mizezebia:<br />
1) adgilobrivi resursebis SezRudulobis gamo maTi<br />
sxva qveynebSi yidvis aucilebloba;<br />
2) calkeul qveynebSi nameti produqtis gaCena teqnologiaSi<br />
momxdari cvlilebebis gamo, e.i. miwodebis<br />
moTxovnaze gadameteba;<br />
3) konkurenciis gaZliereba saSinao bazarze rogorc<br />
adgilobrivi saqonelmwarmoeblebis, ise ucxo qveynebis<br />
kompaniaTa mxridan;<br />
4) sawarmoebis gasaRebis bazrebis gafarToebisken miswrafeba<br />
sxva qveynebis bazrebze SeRweviT;<br />
5) calkeuli qveynebis mier savaWro barierebis moxsna;<br />
6) calkeul qveynebSi cxovrebis donis amaRlebis gamo<br />
moTxovnis gazrda Tanamedrove kulturul-sayofacxovrebo<br />
da maRalxarisxian kvebis produqtebze;<br />
1<br />
ix. g. SublaZe da sxv. saerTaSoriso marketingi (damxmare saxelmZRvanelo),<br />
Tb., 2007. Tavi 1.<br />
352
7) momxmarebelTa gansxvavebuli qceva sxvadasxva qveyanaSi;<br />
8) saxelmwifoTa damoukidebloba.<br />
xSirad, adgilobrivi resursebis SezRudulobis gamo,<br />
ekonomikis zogierTi dargis sawaroebi iZulebulni xdebian<br />
momaragebis wyaroebi sazRvargareTis bazrebze eZebon, iq<br />
arsebuli biznesgaremo ki zogjer erovnulisgan sruliad<br />
gansxvavebulia. aseT dros saWiro xdeba gansxvavebuli marketinguli<br />
meTodebisa da xerxebis gamoyeneba.<br />
teqnologiis ganviTareba-srulyofa da axali teqnologiuri<br />
aRmoCenebi SesaZlebels xdis saqonlis warmoebas<br />
im odenobiT, rac xSirad erovnuli bazris moTxovnas bevrad<br />
aRemateba. amis gamo sawarmo iZulebuli xdeba Tavisi produqtis<br />
gasaRebis bazari sazRvargareT eZebos. sazRvargare-<br />
Tis bazrebze ki maT xSirad urTierToba uxdebaT adgilobrivi<br />
momxmareblebisagan gansxvavebuli tradiciebis, Semosavlebisa<br />
da qcevis momxmareblebTan. cxadia, saqonlis gasasaReblad<br />
aseT pirobebSi erovnuli bazrisagan gansxvavebuli marketinguli<br />
midgomebis gamoiyenebaa saWiro.<br />
erT-erTi mniSvnelovani mizezi, romelmac aiZula sawarmoebi<br />
sxva qveynebSi eZebnaT saqonlis gayidvis SesaZleblobebi,<br />
iyo konkurencia. konkurenciam sakvanZo roli Seasrula<br />
msoflio doneze sabazro ekonomikis ganviTarebaSi.<br />
jer kidev XVII saukuneSi adam smitma, Tavisi “uxilavi xelis”<br />
principiT, konkurencia ganixila sabazro ekonomikis proporciuli<br />
da dinamikuri ganviTarebis, misi efeqtianobis<br />
uzrunvelyofis mniSvnelovan meqanizmad. asea Tanamedrove<br />
pirobebSic. amasTan, dReisTvis konkurenciis masStabebi arsebiTad<br />
gafarTovda saerTaSoriso doneze gasuli sawarmoebis<br />
raodenobis da moqmedebis arealis gazrdis gamo. sameurneo<br />
cxovrebis transnacionalizaciis ganviTareba sul<br />
ufro da ufro afarToebs konkurenciis sazRvrebs, magram,<br />
imavdroulad, uzrunvelyofs produqtis xarisxis amaRlebas<br />
da momxmarebelTa moTxovnilebebis ukeTesad dakmayofilebas.<br />
konkurenciis masStabebis gafarToebis gamo erovnul<br />
(saSinao) bazrebze momuSave sawarmoebic erTvebian saerTa-<br />
Soriso konkurenciaSi damoukideblad imisa, surT Tu ar<br />
surT maT es. marTalia, adgilobrivi sawarmoebi usafrTxoebis<br />
mizniT erovnul bazrebze muSaobas amjobineben, magram<br />
353
ucxouri kompaniebi, romlebic aqtiurad iTviseben sxvadasxva<br />
qveynis bazrebs, maT swored TavianTi qveynebis bazrebze<br />
upirispirdebian. ase rom sawarmom, romelsac eSinia saerTa-<br />
Soriso doneze gasvlis, msoflio ekonomikis mzardi globalizaciis<br />
pirobebSi SeiZleba adgilobrivi momxmareblebic<br />
dakargos. maSasadame, ekonomikis globalizaciis procesSi<br />
globaluri konkurencia nebismieri qveynis nebismier sawarmos<br />
ubiZgebs saqmianobis globalizaciisaken, rac aucileblad<br />
moiTxovs globaluri <strong>marketingis</strong> gamoyenebas. globaluri<br />
marketingi iTvaliswinebs msoflios sxvadasxva qveyanaSi<br />
ganxorcielebuli marketinuli saqmianobis integracias<br />
da standartizacias.<br />
calkeuli qveynebis mier savaWro barierebis moxsna<br />
stimuls aZlevs saerTaSoriso biznesis am qveynebSi gafar-<br />
Toebas da am safuZvelze saerTaSoriso <strong>marketingis</strong> ganviTarebas.<br />
zogjer ama Tu im produqtze mocemul konkretul qveyanaSi<br />
miwodeba aRemateba moTxovnas. amis gamo mwarmoebeli<br />
sawarmo iZulebuli xdeba sazRvargareT eZebos Tavisi produqtis<br />
gasaRebis bazari, an Seicvalos profili.<br />
moTxovnis gazrda calkeul qveynebSi ama Tu im saqonelze<br />
cxovrebis donis amaRlebis gamo moiTxovs saSuamavlo<br />
saqmianobis ganviTarebas saerTaSoriso doneze rac SesaZlebelia<br />
mxolod saerTaSoriso <strong>marketingis</strong> gamoyenebiT.<br />
momxmarebelTa gansxvavebuli qceva msoflios sxvadasxva<br />
qveyanaSi iq arsebuli marketinguli garemos gansxvavebulobis<br />
gamo moiTxovs gansxvavebuli sasaqonlo, safaso, saqonelmoZraobis<br />
da saqonlis bazarze win wawevis politikis gatarebas.<br />
saerTaSoriso <strong>marketingis</strong> warmoSobasa da ganviTarebaze<br />
mniSvnelovan gavlenas axdens saxelmwifoTa damoukidebloba,<br />
radgan asset pirobebSi sruliad gansxvavebuli<br />
politikur-samarTlebrivi garemo yalibdeba.<br />
saerTaSoriso bazrebze gasvlamde sawarmoTa menejerebma<br />
unda miiRon garkveuli gadawyvetilebebi riskis donis<br />
Sesamcireblad da efeqtianad funqcionirebis SesaZleblobebis<br />
asamaRleblad. aseT gadawyvetilebebs miekuTvneba(ix.<br />
nax. 16.1.):<br />
354
sazRvargareTis<br />
bazarze(an bazrebze)<br />
gasvlis<br />
mizanSewonileba<br />
saerTaSoriso<br />
<strong>marketingis</strong><br />
samsaxuris<br />
struqturis dadgena<br />
saerTaSoriso<br />
marketinguli<br />
garemos analizi<br />
saerTaSoriso<br />
<strong>marketingis</strong><br />
kompleqsis<br />
elementebis<br />
struqturis dadgena<br />
saerTaSoriso<br />
bazris(an bazrebis)<br />
SerCeva<br />
saerTaSoriso<br />
bazarze(an bazrebze)<br />
SeRwevis struqturis<br />
gansazRvra<br />
nax. 16.1. saerTaSoriso marketingSi miRebuli<br />
ZiriTadi gadawyvetilebebis struqtura<br />
1) sazRvargareTis bazarze (an bazrebze) gasvlis mizanSewonilebis<br />
dadgena;<br />
2) marketinguli garemos analizi im qveynebSi, sadac<br />
sawarmo fiqrobs biznesis ganxorcielebas;<br />
3) bazris (an bazrebis) SerCeva;<br />
4) sazRvargareTis bazarze (an bazrebze) SeRwevis<br />
strategiebis gansazRvra;<br />
5) saerTaSoriso <strong>marketingis</strong> kompleqsis elementebis<br />
struqturis dadgena;<br />
6) saerTaSoriso <strong>marketingis</strong> samsaxurebis struqturis<br />
dadgena.<br />
adgilobrivi bazris aTvisebis Semdeg sawarmoTa nawilis<br />
xelmZRvaneloba gasaRebis gafarToebis SesaZleblobebs ucxo<br />
qveynis bazrebze eZebs. sxva qveynebis bazrebze SeRwevas xels<br />
uwyobs, agreTve, maTi mTavrobebis mier savaWro barierebis gauqmeba.<br />
amrigad, <strong>marketingis</strong> evolucia saerTaSoriso doneze<br />
obieqturi realobaa, rasac Sedegad globaluri <strong>marketingis</strong><br />
Camoyalibeba mohyva. saerTaSoriso <strong>marketingis</strong> Tanamedrove<br />
saxelmZRvaneloebSi saerTaSoriso marketingi da<br />
globaluri marketingi zogjer erTmaneTTan aris gaigivebuli,<br />
zogjer ki <strong>marketingis</strong> ganviTarebis etapebadaa warmodgenili.<br />
orive SemTxvevaSi marketingi sawarmoebis mier sazRvargareT<br />
ganxorcielebul saqmianobas ukavSirdeba, ris gamoc ga-<br />
355
marTlebulia `saerTaSoriso <strong>marketingis</strong>” da `globaluri<br />
<strong>marketingis</strong>” erTi da imave mniSvnelobiT gamoyeneba da identur<br />
cnebebad xmareba.<br />
16.2. globaluri marketinguli garemo<br />
bolo wlebSi saerTaSoriso kompaniebis raodenoba<br />
mniSvnelovnad gaizarda, riTac gamwvavda saerTaSoriso<br />
konkurencia da Semcirda sawarmoebis mier warmatebis miRwevis<br />
albaToba. aman kidev ufro aqtualuri gaxada im Zalebisa<br />
da faqtorebis safuZvlianad Seswavlis aucilebloba,<br />
romlebic ayalibeben saerTaSoriso kompaniebis marketingul<br />
garemos.<br />
bolo periodSi saerTaSoriso marketingulma garemom<br />
mniSvnelovanicvlilebebi ganicada rogorc axali SesaZleblobebis,<br />
ise axali saSiSroebebis warmoSobis TvalsazrisiT,<br />
rac ekonomikis globalizacias ukavSirdeba. globaluri ekonomikis<br />
pirobebSi sawarmoebi iZulebulni arian erTnairi yuradReba<br />
miaqcion saSinao da sagareo bazrebis Seswavlas, Tundac<br />
TavianT produqcias mxolod saSinao bazarze yiddnen.<br />
saerTaSoriso kompaniebis marketinguli garemos Seswavla<br />
erovnul bazrebze moqmedi kompaniebis garemocvis<br />
SeswavlasTan SedarebiT bevrad ufro rTulia, radgan yoveli<br />
qveynis ekonomika, kulturuli tradiciebi, bunebrivi pirobebi<br />
gansxvavebulia. specifikuri TvisebebiT xasiaTdeba<br />
calkeuli qveynis politikuri garemo, biznesis sakanonmdeblo<br />
baza. sxvadasxva qveyanas sxvadasxva SesaZlebloba aqvs<br />
mecnierebisa da teqnikis ganviTarebisTvis, rac gansxvavebuli<br />
teqnologiuri garemos Camoyalibebas ganapirobebs.<br />
saerTaSoriso marketingul garemos Seswavlis proces-<br />
Si, ZiriTadad, oTx nawilad yofen, kerZod, saerTaSoriso<br />
doneze moqmed faqtorebs da Zalebs ase ajgufeben:<br />
1) ekonomikuri garemo;<br />
2) politikur-samarTlebrivi garemo;<br />
3) kulturuli garemo;<br />
4) sainformacio-teqnologiuri garemo.<br />
<strong>marketingis</strong> cnobili specialistebis azriT, qveynebis<br />
ekonomikuri garemos xasiaTi, pirvel rigSi, damokidebulia<br />
ekonomikis dargobriv struqturasa da Semosavlebis ganawilebis<br />
wesze. ekonomikis dargobrivi struqtura, Tavis<br />
356
mxriv, gansazRvravs ekonomikis ganviTarebas da, Sesabamisad<br />
amisa, xalxis cxovrebis dones.<br />
ganasxvaveben ekonomikis dargobrivi struqturis Semdeg<br />
tipebs:<br />
1) naturaluri meurneobis mqone qveynebi. aseT qveynebSi<br />
mosaxleobis didi nawili sofelSi cxovrobs,<br />
ZiriTadad, xeliT Sromobs, warmoebuli sasoflosameurneo<br />
produqtis did nawils TviTonve moixmars<br />
da mxolod mcire nawils cvlis misTvis saWiro<br />
saqonelsa da momsaxurebaze. aseTi qveynebis magali-<br />
Tia bangladeSi da eTiopia, romelTac saerTaSoriso<br />
ekonomikaSi CarTvis mxolod minimaluri SesaZleblobebi<br />
aqvT;<br />
2) nedleulis eqsportiori qveynebi. isini mdidrebi<br />
arian erTi an ramdenime bunebrivi resursiT, magram<br />
mTlianobaSi Raribi qveynebia. maT gaaqvT sazRvargareT<br />
TavianTi bunebrivi resursebi. am gziT iReben<br />
isini Semosavlebis nawils. aseTi qveynebis ricxvs<br />
miekuTvneba, magaliTad, saudis arabeTi, romelic<br />
msoflioSi navTobis erT-erTi didi eqsportioria.<br />
am tipis qveynebSi kargad iyideba mompovebel mrewvelobaSi<br />
gamosayenebeli manqana-mowyobilobebi;<br />
3) industriulad ganviTarebadi qveynebi. maT ricxvSi<br />
Sedis, magaliTad, brazilia, egvipte, filipinebi. am<br />
qveynebSi TandaTanobiT maRldeba cxovrebis done,<br />
Sesabamisad, izrdeba moTxovna Tanamedrove samomxmareblo<br />
saqonelze, kerZod, mobilur telefonebze,<br />
modur tansacmelze da a.S. kargad iyideba mZime<br />
manqanaTmSeneblobis nawarmi, foladi.<br />
4) axali industriuli qveynebi. maT miekuTvneba, magaliTad,<br />
samxreT korea, tailandi, taivani,… malaizia,<br />
singapuri. isini arian, ZiriTadad, mza produqciis<br />
eqsportiorebi da nedleulisa da naxevarfabrikatebis<br />
importiorebi. cxovrebis donis amaRlebis paralelurad<br />
am qveynebSi kargad iyideba nebismieri<br />
samomxmareblo saqoneli.<br />
5) ganviTarebuli qveynebi. isini erTmaneTTan vaWroben<br />
sxvadasxva saxis samrewvelo saqonliT, SeaqvT<br />
nedleuli dabalganviTarebuli qveynebidan, arian<br />
357
mza produqciis importiorebi ganviTarebad da<br />
axal industrial qveynebSi.<br />
xalxis cxovrebis done ganisazRvreba moxmarebuli saqonlis<br />
da momsaxurebis raodenobiTa da xarisxiT, rac, Tavis<br />
mxriv, Semosavlebze da maTi ganawilebis donezea damokidebuli.<br />
marketinguli starategia, cxadia, unda SeirCes imis<br />
mixedviT, Tu rogori Semosavlebis mqone ojaxebi Warbobs<br />
qveynebSi, radgan moxmarebis struqtura arsebiTad aris gansxvavebuli<br />
Zalian dabalSemosavlian, mcireSemosavlian,<br />
mcireSemosavlian da didSemosavlian ojaxebSi.<br />
rogorc wesi, saerTaSoriso biznesis da saerTaSoriso<br />
<strong>marketingis</strong> ganviTarebisaTvis meti SesaZleblobebi ekonomikurad<br />
ganviTarebul qveynebSia Seqmnili. magram, imavdroulad,<br />
mosaxleobis raodenobis stabilurobis da cxovrebis<br />
maRali donis gamo, bevri produqtis gasaReba did marketingul<br />
Zalisxmevas moiTxovs. produqciis gasaRebis meti potenciali<br />
grZelvadian perspeqtivaSi aqvT ganviTarebad<br />
qveynebs, sadac importis moculoba dReisTvis mcirea.<br />
mniSvnelovani ekonomikuri faqtori, romelic unda gaiTvaliswinon<br />
saerTaSoriso marketingSi, aris valutis kursis<br />
stabiluroba. arastabiluri valutis kursis pirobebSi didia<br />
zaralis miRebis albaToba, amitom didi mniSvneloba eniWeba<br />
saangariSsworebo valutis sworad gansazRvras. angariSsworebisTvis<br />
SeiZleba SeirCes rogorc eqsportiori, ise importiori<br />
qveynis, saWiroebis SemTxvevaSi ki mesame qveynis valuta.<br />
erT-erTi mniSvnelovani faqtori, romelic gavlenas<br />
axdens saerTaSoriso <strong>marketingis</strong> menejerebis mier miRebul<br />
gadawyvetilebebze, aris miznobrivi qveynis infrastruqtura.<br />
ganuviTarebuli infrastruqturis pirobebSi SeiZleba<br />
mkveTrad SeizRudos saqonlis warmoebis, gasaRebis da misi<br />
bazarze win wawevis RonisZiebebis SesaZleblobebi. Tanamedrove<br />
mowinave kompaniebis <strong>marketingis</strong> specialistebi xSirad<br />
sTvlian, rom ganviTarebadi qveynebis infrastruqtura ar<br />
Seesabameba maT dones. bolo periodSi bevrma qveyanam mniSvnelovani<br />
investiciebi ganaxorcielainfrastruqturis<br />
ganviTarebisTvis. ase, magaliTad, CineTis xelisuflebam veberTela<br />
investiciebi Cado fiWuri telefonebis bazris ganviTarebaSi.<br />
ama Tu im qveyanaSi biznesis wamowyebis an gafarToebis<br />
Taobaze gadawyvetilebis miRebamde, aucileblad unda Seis-<br />
358
wavlon politikur-samarTlebrivi garemo Semdegi faqtorebis<br />
mixedviT:<br />
1) damokidebuleba ucxoeli biznesmenebis mimarT;<br />
2) politikuri stabiluroba;<br />
3) fulad-sakredito urTierTobebis regulireba;<br />
4) saxelmwifo biurokratia.<br />
sxvadasxva qveyanaSi ucxoeli biznesmenebis mimarT damokidebuleba<br />
gansxvavebulia. bevr qveyanaSi ucxoel mewarmeebs<br />
keTilganwyobilad xvdebian, magaliTad, meqsikaSi, tailandSi,<br />
filipinebSi; bevrgan ki zRudaven maT, magaliTad,<br />
indoeTSi. indoeTis mTavroba ucxoel biznesmenebs aviwroebs<br />
kvotebiT, savaluto SezRudvebiT.<br />
firmebisTvis (kompaniebisTvis), sazRvargareT biznesis<br />
ganxorcielebis dros, arsebiTi xasiaTis problemaa, agreTve,<br />
samTavrobo biurokratiis arseboba. aris qveynebi, romlebSic<br />
biznesis warmoeba SesaZlebelia mxolod araoficialuri<br />
gasamrjelos (qrTamis) gadaxdis Semdeg.<br />
sazRvargareT saqmianobis ganxorcielebisas metad<br />
mniSvnelovania politikuri stabilurobis sakiTxi. arastabilur<br />
politikur viTarebaSi xSiria ucxo qveynebis kompaniebis<br />
sakuTrebis nacionalizacia, maTi savaluto angariSebis<br />
gayinva bankebSi, sxvadasxva satarifo da arasatarifo barierebis<br />
amoqmedeba maT winaaRmdeg. Tumca, zogjer isec xdeba,<br />
rom arastabilur politikur pirobebSi zogierTi kompania<br />
sakmaod maRali efeqtianobiT axerxebs funqcionirebas.<br />
sazRvargareTis bazarze gasvlis Sesaxeb gadawyvetilebis<br />
miRebisas kompaniebma unda gaiTvaliswinon, agreTve,<br />
iq arsebuli fulad-sakredito urTierTobebis regulirebis<br />
wesebi. SeiZleba qveynis kanonmdeblobiT akrZaluli iyos<br />
angariSsworeba ucxo qveynis valutiT. SeiZleba xelisufleba<br />
zRudavdes qveynidan Tavisi valutis gatanas. isic SesaZlebelia,<br />
rom myidvel qveyanas ekonomikuri mdgomareobis<br />
gamo ar SeeZlos angariSsworeba valutiT da saWiro gaxdes<br />
Semxvedri vaWrobis gamoyeneba.<br />
Semxvedri vaWroba saerTaSoriso vaWrobis erT-erTi<br />
formaa, romelic iTvaliswinebs saqonlis pirdapir da arapirdapir<br />
gacvlas sxva saqonelze valutiT anazRaurebis<br />
nacvlad. Semxvedri vaWrobis formebia: barteri, kompensacia<br />
da Semxvedri Sesyidvebi. barteruli gacvlis dros pro-<br />
359
duqti pirdapir icvleba produqtze. magaliTad, TviTmfrinavi<br />
boingi — 747 saudis arabeTSi gaicvala navTobze. kompensaciis<br />
dros gamyidveli yidis sawarmos, mowyobilobas an<br />
teqnikas sxva qveynis myidvelebze da Tanaxmaa anazRaureba<br />
moxdes maTi (gamoyenebiT) warmoebuli produqciiT. Semxvedri<br />
vaWrobis dros gamyidvels Tavisi produqtis Rirebuleba<br />
aunazRaurdeba fuliT, romlis nawili SeTanxmebis Tanaxmad<br />
unda gamoiyenos am qveynis produqtis sayidlad drois gansazRvruli<br />
periodis ganmavlobaSi. magaliTad, PepsiCo ruseTSi<br />
yidis Tavis produqcias rusul fulze da yidulobs<br />
rusul arays aSS-Si gasayidad. Semxvedri Sesyidvebi, xSirad,<br />
ramdenime safexurisgan Sedgeba. ase, magaliTad, Daimlerchryisler-ma<br />
rumineTs 30 satvirTo manqana miyida 150 ruminuli<br />
warmoebis jipis sanacvlod.jipebi man bananze gacvala ekvadorSi,<br />
banana ki germanul supermarketebs miyida. kompaniam<br />
am gziT miiRo germanuli valuta.<br />
saerTaSoriso kompania yovelTvis mzad unda iyos imis-<br />
Tvis, rom yovel konkretul SemTxvevaSi miiRos misTvis<br />
xelsayreli gadawyvetileba.<br />
saerTaSoriso arenaze gasuli kompaniebisTvis aucilebelia<br />
miznobriv qveyanaSi biznesis maregulirebel samar-<br />
Tlebriv bazaSi garkveva. igi kargad unda icnobdes saerTa-<br />
Soriso samarTlis normebsac.<br />
samarTlebrivi garemos mniSvnelovan elementebs, romlebic<br />
gavlenas axdenen saerTaSoriso kompaniebis marketingul<br />
saqmianobaze ama Tu im qveyanaSi, miekuTvneba:<br />
1) komerciuli an xelSekrulebiTi samarTali;<br />
2) antimonopoliuri kanonmdebloba;<br />
3) sagadasaxado kanonmdebloba;<br />
4) faswarmoqmnis procesis maregulirebeli samar-<br />
Tlebrivi normebi;<br />
5) garemos dacvis kanoni, sanitarul-higienuri normebi<br />
da usafrTxoebis teqnikis gamoyenebis wesebi;<br />
6) SromiTi kanonmdebloba.<br />
rac Seexeba saerTaSoriso samarTlis normebs, isini<br />
moicaven sakanonmdeblo aqtebis FfarTo wres, romlebic aregulireben<br />
qveynebs Soris urTierTdamokidebulebis saer-<br />
To pirobebs.<br />
360
saerTaSoriso arenaze gasulma kompaniebma unda gaarkvion<br />
isic, Tu sxva qveynebis mosaxleobas rogori kulturuli<br />
tradiciebi da wes-Cveulebebi aqvs, radgan xSirad swored<br />
kulturul faseulobebzea damokidebuli ama Tu im konkretuli<br />
saqonlis da momsaxurebis yidva momxmareblis mier.<br />
qveynebis mixedviT gansxvavebulia molaparakebebis warmar-<br />
Tvis da xelSekrulebebis gaformebis wesic. sxvadasxva kulturis<br />
mqone xalxSi arsebiTad gansxvavebulia egreTwodebuli<br />
“munji ena”-araverbaluri SetyobinebebiT dakavSireba<br />
erTmaneTTan.<br />
kulturuli tradiciebiT gansazRvrul samomxmareblo<br />
Cvevebze uamravi magaliTis motana SeiZleba. ase, magali-<br />
Tad: frangi mamakaci meuRlesTan SedarebiT saSualod orjer<br />
met parfiumeria-kosmetikis nawarms moixmars; italielebTan<br />
SedarebiT germanelebi da frangebi ufro met samarko<br />
makarons miirTmeven; evropisagan gansxvavebiT saqarTveloSi<br />
didi raodenobiT moixmareba puri da purproduqtebi;<br />
qarTvelebi mcirewlovani gogonebis tansacmelSi upiratesobas<br />
vardisfers aniWeben, belgiaSi ki am mizniT cisferi gamoiyeneba;<br />
rac Seexeba belgieli mcirewlovani vaJebis tansacmels,<br />
mis gasawyobad upiratesobas vardisfer arSias ani-<br />
Weben; amerikelebisagan gansxvavebiT Cinelebi gamagrilebel<br />
sasmelebs mcire odenobiT miirTmeven.<br />
saqmiani urTierTobis normebi da tradiciebic arsebi-<br />
Tad aris gansxvavebuli qveynebis mixedviT. maTi codnis gareSe<br />
kompaniaTa menejerebs gauWirdebaT urTierTobis damyareba<br />
adgilobriv saqmian wreebTan da saerTod SeiZleba<br />
verc ki SeZlon molaparakeba TanamSromlobaze. ase, magali-<br />
Tad: safrangeTSi saerTaSoriso dokumentebis momzadebisas<br />
upiratesoba frangul enas eniWeba; iaponeli menejerebi molaparakebis<br />
dros daaxloebiT 6 wamian pauzas akeTeben; italielebi,<br />
germanelebi da frangebi manipulaciad Tvlian situaciis<br />
gasaneitraleblad molaparakebis dasawyisSi raime<br />
sasiamovnoze saubars; did britaneTSi da aSS-Si saqmiani vax-<br />
Sami ubraloebiT gamoirCeva, germaniaSi ki, piriqiT, mas Zalian<br />
did mniSvnelobas aniWeben. germanelis mier saqmian vax-<br />
Samze miwveva pativiscemis da ndobis gamoxatulebaa; Sveicarielebi<br />
da germanelebi did mniSvnelobas aniWeben punqtualobas.<br />
isini Sexvedrebze ar igvianeben da sxvebisganac amas<br />
moiTxoven, samxreT evropis da laTinuri amerikis zogierT<br />
361
qveyanaSi ki droisadmi “Tavisufali” midgomaa; aSS-Si savizito<br />
baraTebis gadacema da CamorTmeva swrafad da yovelgvari<br />
zedmeti formalobis gareSe xdeba, iaponelebisaTvis,<br />
piriqiT, es mniSvnelovani movlenaa. iaponels savizito bara-<br />
Ti orive xeliT ukavia maRla, vidre meore mxare guldasmiT<br />
ar waikiTxavs masze ganTavsebul informacias.<br />
rogorc ukve iTqva, qveynebis mixedviT araverbaluri<br />
enac gansxvavebulia. ase, magaliTad: CineTSi saaTs ar Cuqnian,<br />
radgan mas sikvdilis simbolod aRiqvamen; taivanSi Tavis<br />
gadaqneva upativcemlobad iTvleba; cxvirze TiTis dadeba<br />
britaneTSi konfidencialobas niSnavs, italiaSi ki megobrul<br />
gafrTxilebas; xelis cera da saCvenebeli TiTiT aso<br />
“0”-s gamoyvana aSS-Si “O key” niSnavs, iaponiaSi “fuls”, tunisSi<br />
ki “me Sen mogklav”; Soreuli aRmosavleTis qveynebSi<br />
TeTri feria samgloviaro, laTinur amerikaSi mewamuli, evropaSi<br />
ki Savi.<br />
saerTaSoriso marketingul saqmianobaze arsebiT gavlenas<br />
enobrivi barieri axdens. Marketingis menejerebma unda<br />
izrunon imisTvis, rom sazRvargareTel momxmareblebTan<br />
komunikacia adgilobriv enaze daamyaron. saqonelTan dakav-<br />
Sirebuli informacia sazRvargareTel momxmarebels unda<br />
miawodon adgilobriv enaze. sasurveli Sedegis misaRwevad<br />
saWiroa mimarTvebis sworad gadaTargmna.<br />
globalizaciis procesSi sul ufro da ufro izrdeba<br />
marketingze sainformacio teqnologiuri garemos gavlena.<br />
XX saukunis bolos eleqtronikasa da sainformacio teqnologiebSi<br />
ganxorcielebulma revoluciurma cvlilebebma<br />
arsebiTad gaafarTova saerTaSoriso kompaniebis moqmedebis<br />
areali, daxvewa da srulyofili gaxada maT mier gamoyenebuli<br />
marketinguli meTodebi da xerxebi.<br />
telefonma da internetma SesaZlebeli gaxada msoflio<br />
bazars dakavSirebodnen ara marto msxvili, aramed mcire<br />
sawarmoebic. dainerga da ganviTarda globaluri eleqtronuli<br />
komercia, romelmac axali SesaZleblobebi Seqmna<br />
saerTaSoriso <strong>marketingis</strong> ganviTarebisaTvis. dReisTvis internetis<br />
daxmarebiT SesaZlebelia msoflios nebismieri<br />
qveynis momxmarebels miewodos informacia saqonlisa da<br />
momsaxurebis Sesaxeb, Camoyalibdes moTxovna ama Tu im kompaniis<br />
produqtze, adamianma iyidos esa Tu is saqoneli. momxmarebels<br />
saxlidan gamousvlelad SeuZlia garigebebis da-<br />
362
deba. saqoneli myidvels SeiZleba gadaeces mis ofisSi, saxlSi,<br />
binaSi informaciis saxiT. arsebuli momsaxurebis miwodeba<br />
myidvelisTvis SesaZlebelia eleqtronuli saSualebebis<br />
gamoyenebiT. SesaZlebeli gaxda msoflios wamyvan bir-<br />
Jebze vaWrobaSi monawileobis miReba.<br />
saerTaSoriso <strong>marketingis</strong> menejerebs internetis<br />
globaluri qseli informaciis sxva arxebTan SedarebiT sa-<br />
Sualebas aZlevs:<br />
1) swrafad miiRon maTTvis aucilebeli informacia;<br />
2) operatiulad Caataron marketinguli RonisZiebebi<br />
(Secvalon fasebi, ganaTavson reklama, Secvalon saqonlis<br />
miwodebis meTodebi da a.S);<br />
3) miiRon sruli informacia konkurentebze;<br />
4) daukavSirdnen momxmarebels msoflios sxvadasxva<br />
kuTxeSi;<br />
5) damoukideblad da swrafad moZebnon biznespartniorebi<br />
msoflios sxvadasxva qveyanaSi da daamyaron<br />
maTTan kontaqti operatiulad.<br />
16.3. saerTaSoriso bazrebze gasvlis marketinguli<br />
strategiebi<br />
saerTaSoriso bazrebze gasvlasTan dakavSirebiT gadawyvetilebis<br />
miRebis Semdeg sawarmoebi amuSaveben marketingul<br />
strategiebs. praqtikaSi ganasxvaveben saerTaSoriso<br />
bazrebze gasvlis sam sabazo strategias. maT miekuTvneba:<br />
1) importuli da eqsportuli operaciebis ganxorcieleba;<br />
2) sakontraqto SeTanxmebis dadeba;<br />
3) saerTaSoriso pirdapiri investiciebi.<br />
riskisa da kontrolis done saerTaSoriso bazrebze<br />
gasvlis sabazo strategiebis mixedviT gansxvavebulia (ix.<br />
nax. 16.2).<br />
gadawyvetileba sazRvargareTidan saqonlis SemotanasTan<br />
(importirebasTan) dakavSirebiT sawarmoebis mier miiReba<br />
adgilobrivi moTxovnis Sefasebis Semdeg. ganasxvaveben<br />
pirdapir da arapirdapir imports. pirdapiri importis<br />
dros saqoneli qveyanaSi SeaqvT pirdapir mwarmoebeli qveynidan.<br />
importirebuli saqoneli SeiZleba iyos samomxmareb-<br />
363
lo, SeiZleba sawarmoo daniSnulebis. arapirdapiri importi<br />
gulisxmobs qveyanaSi naxevarfabrikatebis da makompleqtebeli<br />
mowyobilobebis Semotanas importirebul manqana-danadgarebSi<br />
gamosayeneblad. saqonlis importTan erTad, romelsac<br />
“xilul” imports uwodeben, xorcieldeba “uxilavi”<br />
importic. uxilavi importi gulisxmobs ucxour valutiT<br />
anazRaurebul ama Tu im momsaxurebas, magaliTad, tvirTis<br />
gadazidvas, dazRvevas, sabanko operaciebs da a. S.<br />
364<br />
maRali<br />
importi<br />
eqsporti<br />
pirdapiri<br />
arapirdapiri<br />
dabali<br />
k o n t r o l i s d o n e<br />
saSualo<br />
sakontraqto<br />
SeTanxmeba<br />
frenSaizingi<br />
licenzireba<br />
subsanardo<br />
SeTanxmeba<br />
saSualo<br />
r i s k i s d o n e<br />
dabali<br />
pirdapiri<br />
investiciebi<br />
sawarmoo<br />
simZlavreebis<br />
Seqmna<br />
amwyobi<br />
simZlavreebis<br />
Seqmna<br />
maRali<br />
nax. 16. 2. saerTaSoriso bazrebze gasvlis sabazo<br />
strategiebi<br />
eqsportSi igulisxmeba mocemul konkretul qveyanaSi<br />
warmoebuli saqonlis sazRvargareT gatana gayidvis da mogebis<br />
miRebis mizniT. importis msgavsad eqsportic aris pirdapiri<br />
da arapirdapiri, “xiluli” da “uxilavi”. pirdapiri<br />
eqsportis dros sawarmoebs saqoneli gaaqvT sazRvargareT,
ac Zalian sariskoa, magram SeuZlia didi mogebis motana. sawarmoebs<br />
pirdapiri eqsportis ganxorcieleba ramdenime<br />
gziT SeuZliaT: sawarmo qmnis saeqsporto qvedanayofs; sawarmo<br />
sazRvargareT savaWro filials afuZnebs; produqciis<br />
qveynis gareT gasatanad sawarmo iyenebs sazRvargareTel<br />
distributorebs an savaWro agentebs. distributorebi mocemuli<br />
sawarmodan yiduloben saqonels SemdgomSi gayidvis<br />
mizniT, agentebi ki sakomisio sawyisebze yidian sawarmos saqonels.<br />
arapirdapiri eqsporti xorcieldeba saerTaSoriso<br />
marketinguli Suamavlebis mier. maT miekuTvneba: eqsportiT<br />
dakavebuli adgilobrivi sawarmoebi da agentebi, kooperaciuli<br />
sawarmoebi, saxelmwifo saeqsporto saagentoebi. arapirdapiri<br />
eqsporti nakleb xarjebs moiTxovs, amitom sawarmoebi<br />
saqonlis sazRvargareT gatanas arapirdapiri eqsportiT<br />
iwyeben.<br />
importis da eqsportis dros kontrolis xarisxic dabalia<br />
da riskis donec.<br />
sakontraqto SeTanxmebis pirobebSi kompaniebi TavianT<br />
bizness aerTianeben sxva qveynebis partniorebTan. sakontraqto<br />
SeTanxmeba SeiZleba ganxorcieldes licenzirebis,<br />
frenSaizingis da subsanardo SeTanxmebis saxiT.<br />
kompaniisTvis licenzireba sazRvargareTis bazrebze<br />
gasvlis martivi xerxia. am SemTxvevaSi kompania xelSekrulebas<br />
aformebs licenziatTan sazRvargareTis bazarze. dadebuli<br />
xelSekrulebis Tanaxmad licenziats SeuZlia gamoiyenos<br />
mocemuli kompaniis savaWro marka, teqnologia, patenti<br />
gansazRvruli anazRaurebis fasad. licenzirebis dros kompania<br />
sazRvargareTis bazarze Sedis riskis gareSe. am Sem-<br />
TxvevaSi licenziantic moigebs, radgan mas ar uwevs Tavisi<br />
saqmis nulidan dawyeba. amasTan licenzireba naklovanebebi-<br />
Tac xasiaTdeba. licenziis gamcem kompaniebs licenziatis<br />
gakontrolebis SesaZleblobebi umcirdebaT. isic SesaZlebelia,<br />
rom kompaniam licenziatis saxiT TavisTvis Zlieri<br />
konkurenti sawarmos Seqmnas Seuwyos xeli.<br />
frenSaizingi sazRvargareTis bazrebze gasvlis erTerTi<br />
gavrcelebuli gzaa. licenzirebis msgavsad frenSaizingis<br />
SemTxvevaSic sazRvargareT biznesis ganxorcielebis<br />
riski mcirdeba. rogorc cnobilia, biTumad da sacalod movaWre<br />
sawarmoebi (frenSizebi) Tanxmdebian mwarmoebeli sawarmoebis<br />
(frenSaizebis) gansazRvrul moTxovnebs maTi<br />
365
produqtebis gayidvis uflebis mopovebis, maTi saxelwodebebis<br />
gamoyenebis, sxvadasxva saxis momsaxurebis miRebis sanacvlod.<br />
rogorc praqtikam uCvena, saerTaSoriso frenSaizingis<br />
efeqtianoba damokidebulia imaze, Tu ramdenad swored<br />
SeZleben frenSizebi da frenSaizerebi standartuli<br />
midgomebis da adgilobrivi momxmareblebis moTxovnebis SesabamisobaSi<br />
moyvanas.<br />
subsanardo SeTanxmebis dros sazTvargareTuli kompaniebis<br />
produqti adgilobriv sawarmoebSi iqmneba. bevrma dasavlurma<br />
kompaniam swored subsanardo SeTanxmebiT SeaRwia<br />
taivanis bazarze. sakontraqto SeTanxmebis am saxis gamoyenebis<br />
dros sawarmoo procesebis kontrolis SesaZlebloba<br />
kompaniebs umcirdebaT. isini kargaven potenciuri maragis<br />
nawilsac. miuxedavad amisa, sazRvargareT saqmianobis mcire<br />
riskis pirobebSi gafarToebis gamo, sakontraqto SeTanxmebis<br />
am formis gamoyenebas kompaniebi saTanado yuradRebas<br />
aqceven. subsanardo kontraqtebi aqvs gaformebuli amerikul<br />
kompania Sears-s meqsikasa da espaneTSi adgilobriv<br />
mwarmoeblebTan Tavisi produqtebis, pirvel rigSi, tansacmlis<br />
warmoebasTan dakavSirebiT.<br />
pirdapir investiciebSi igulisxmeba fulis dabandeba<br />
sazRvargareT sakuTari sawarmos Sesaqmnelad. es sawarmo SeiZleba<br />
iyos sawarmoo an amwyobi tipis. pirdapir investirebas<br />
kompaniebi mimarTaven maSin, roca maT aqvT eqsportis gamocdileba,<br />
sazRvargareTis bazari didia da kargadac vi-<br />
Tardeba. finurma mobiluri telefonebis firma Nokia-m Cine-<br />
Tis bazarze, Tavdapirvelad, SeaRwia erToblivi sawarmos<br />
SeqmniT. SemdgomSi man yvela adgilobrivi erToblivi sawarmo<br />
gaaerTiana da daiwyo CDMA tipis telefonebis adgilobrivi<br />
warmoeba.<br />
pirdapir investirebas axasiaTebs mTeli rigi upiratesobebi,<br />
kerZod, SesaZlebeli xdeba adgilobrivi iafi muSaxelis<br />
gamoyeneba, adgilobrivi momxmareblebis moTxovnebTan<br />
produqtis ukeTesad adaptacia, investiciebis maqsimalurad<br />
gakontroleba, prestiJis amaRleba adgilobriv mosaxleobaSi<br />
da a. S. magram pirdapiri investireba naklovanebebi-<br />
Tac xasiaTdeba. jer erTi, kompanias SeiZleba gauZneldes<br />
Tavisi Semosavlebis qveynidan gatana, meore, SesaZlebelia<br />
Seicvalos xelisufleba da safrTxe daemuqros mis kapi-<br />
366
tals, mesame, mosalodnelia qveyanaSi ise Seicvalos ekonomikuri<br />
situacia, rom kompania dazaraldes. miuxedavad naklovanebebisa,<br />
dRes pirdapiri investiciebi sazRvargareTis<br />
bazrebze gasvlis erT-erTi mniSvnelovani gzaa.<br />
16.4. saerTaSoriso <strong>marketingis</strong> ZiriTadi<br />
elementebi<br />
saerTaSoriso <strong>marketingis</strong> ZiriTad elementebs miekuTvneba:<br />
1) marketingul RonisZiebaTa ganxorcielebis organizacia;<br />
2) standartizacia;<br />
3) produqciis gasaRebisa da gadaadgilebis dagegmva;<br />
4) fasebis dagegmva.<br />
marketingul RonisZiebaTa ganxorcielebis organizacia,<br />
pirvel rigSi, iTvaliswinebs saqonlis warmoebis Seguebas<br />
sazRvargareTuli bazrebis moTxovnebTan. amasTan dakav-<br />
SirebiT saWiro xdeba saerTaSoriso sasaqonlo strategiebis<br />
SemuSaveba da realizacia. saerTaSoriso sasaqonlo<br />
strategiebSi gamoyofen Semdeg strategiebs:<br />
1) gafarToebis strategia;<br />
2) produqciis adaptaciis strategia;<br />
3) “uku” gamogonebis strategia;<br />
4) saqonlis warmoebis Sewyvetis strategia.<br />
gafarToebis strategia iTvaliswinebs saeqsporto saqonlis<br />
asortimentze standartul midgomas, e. i. saqoneli<br />
sazRvargareT gaaqvT saxelwodebis, SefuTvis da sxva sasaqonlo<br />
komponentebis Secvlis gareSe. am strategias kompaniebi<br />
iyeneben maSin, roca qveynis saSinao bazari ukve aRar<br />
iZleva sakmaris mogebas. saqonlis sazRvargareTis bazrebze<br />
ubralod gafarToebis strategiiT gatanis dros mTavari aqcenti<br />
sasaqonlo asortimentis sworad formirebasa da mar-<br />
Tvaze keTdeba.<br />
produqciis adaptaciis strategiis sazRvrebSi xdeba<br />
misi maxasiaTeblebis SesabamisobaSi moyvana sazRvargareTuli<br />
bazrebis moTxovnebTan. adaptacia SeiZleba Seexos ara<br />
marto saqonlis xarisxs, dizains, aramed mis SefuTvas da<br />
momxmareblisTvis SeTavazebul momsaxurebas. saqonlis saz-<br />
RvargareTeli momxmareblis moTxovnis mixedviT modifika-<br />
367
ciis aucilebloba ganpirobebuli SeiZleba iyos mTeli rigi<br />
faqtorebiT, kerZod, ama Tu im qveynis oficialuri moTxovnebiT,<br />
dabegvris adgilobrivi wesiT, klimaturi pirobebiT da a<br />
S.. qveyanaSi saqonelze gansakuTrebuli standartis arsebobis<br />
gamo, SeiZleba oficialurad moiTxovon misi maxasiaTeblebis<br />
Secvla. dabegvris adgilobrivma Taviseburebebma SesaZlebelia<br />
mwarmoebels ubiZgos misi modifikaciisaken gadasaxadebis<br />
Semcirebis mizniT. gansxvavebulma klimaturma pirobebma SeiZleba<br />
gansxvavebuli SefuTva gaxados saWiro. kompania Philips-ma<br />
iaponiis bazarze mogebis miReba daiwyo imis Semdeg, rac yavadanis<br />
zomebi iaponur samzareulos Seusabama. Nokia-m Tavisi mobiluri<br />
telefonis modeli 6100-is modifikacia yvela ZiriTadi<br />
bazaris mixedviT ganaxorciela.<br />
`uku” gamogonebis strategias kompaniebi iyeneben maSin,<br />
roca TavianTi produqcia SeaqvT ganviTarebad qveynebSi. am<br />
SemTxvevaSi kompaniebi saeqsportod awarmoeben TavianT qveyanaSi<br />
moralurad moZvelebul saqonels. aseTi saqoneli SeiZleba<br />
iyos, magaliTad, xelis sakaso aparatebi, meqanikuri<br />
sakeravi manqanebi.<br />
is saerTaSoriso kompaniebi, romelTa mizanic asortimentis<br />
sistematuri ganaxlebaa, iyeneben saqonlis warmoebis<br />
Sewyvetis strategias. am strategiis daniSnuleba iseTi produqciis<br />
Seqmnaa, romelsac analogi ar eyoleba. aseTebia<br />
axal moTxovnebebze orientirebuli, principulad axali<br />
produqtebi. saqonlis warmoebis Sewyvetis strategias iyenebs<br />
avejisa da aqsesuarebis katalogebis gamoyenebiT gamyidveli<br />
germanuli kompania MBT, romelic asortiments yovel<br />
6 TveSi anaxlebs.<br />
standartizaciaSi, rogorc saerTaSoriso <strong>marketingis</strong><br />
elementSi, igulisxmeba <strong>marketingis</strong> programebis<br />
standartizaciis done, rac praqtikaSi standartuli da<br />
arastandartuli marketinguli kompleqsis damuSavebasa<br />
da gamoyenebaSi vlindeba.<br />
standartuli marketinguli kompleqsi iTvaliswinebs<br />
erTnairi saqonlis miwodebas sazRvargareTuli bazrebisaTvis,<br />
erTi da imave sareklamo da saqonelmoZraobis arxebis,<br />
erTnairi fasebis gamoyenebas.<br />
standartuli marketinguli kompleqsis pirobebSi<br />
mcirdeba xarjebi, izrdeba mogeba.<br />
368
arastandartuli <strong>marketingis</strong> programis pirobebSi gamoiyeneba<br />
adaptirebuli marketinguli kompleqsi, romlis mixedviT<br />
<strong>marketingis</strong> kompleqsis elementebi SesabamisobaSi mohyavT<br />
yoveli sazRvargareTuli bazris moTxovnebTan. am dros kompaniebi<br />
iyeneben adgilobriv menejerebs, mmarTveloba aris decentralizebuli.<br />
adgilobriv pirobebTan adaptirebuli marketinguli<br />
programebis gamoyenebis dros SesaZlebeli xdeba kompaniis konkurentuli<br />
poziciebis ganmtkiceba, mcirdeba danakargebi da<br />
izrdeba bazris wilis gafarToebis da mogebis gazrdis SesaZleblobebi.<br />
wminda standartuli an globaluri midgomiT warmatebiT<br />
dainerga msoflioSi iseTi saqoneli, rogoricaa saparsi<br />
Philips, firfitasakravi Sony Walkman. adgilobriv kulturul<br />
tradiciebs usadagebs Tavis saqmianobas McDonald’s.<br />
marTalia, is erTi da imave sabazo sawarmoo sqemiT muSaobs,<br />
magram meniu SesabamisobaSi mohyavs adgilobrivi momxmareblebis<br />
moTxovnebTan.<br />
ukanasknel wlebSi saerTaSoriso kompaniebi sul ufro<br />
xSirad iyeneben kombinirebul marketingul programebs,<br />
romlebic standartuli da adaptirebuli midgomebis SeTanawyobis<br />
bazaze yalibdeba. kombinirebuli marketinguli<br />
programis CarCoebSi <strong>marketingis</strong> kompleqsis zogi aspeqti<br />
standartuli, zogi ki adaptirebulia. <strong>marketingis</strong> kompleqsis<br />
romeli elementi unda iyos standartuli da romeli<br />
adaptirebuli gadawydeba miznobrivi bazris mixedviT.<br />
produqciis gasaRebis da gadaadgilebis dagegmva iTvaliswinebs<br />
gasaRebis arxebis SerCevas da saqonlis fizikur<br />
gadaadgilebas sazRvargareTis bazrebze.<br />
xSirad saqonelmoZraobis tradiciuli arxebis gverdiT<br />
iyeneben saqonlis gadaadgilebis aratradiciul saSualebebsac.<br />
saerTaSoriso kompaniaSi saqonlis momxmareblemde<br />
mitana xorcieldeba sami ZiriTadi arxiT. esenia: gamyidvelis<br />
Stab-bina, qveyanaTaSorisi arxebi da qveynis Siga arxebi.<br />
gamyidvelis Stab-bina xelmZRvanelobs saqonelmoZraobis<br />
arxebs da TviTonac misi nawilia. saxelmwifoTaSoris arxebs<br />
saqoneli sxva qveynis sazRvrebamde miaqvs. Siga saxelmwifoebriv<br />
arxebs saqoneli gadaaqvs sazRvris gadakveTis punqtidan<br />
saboloo momxmareblebamde. isini qveynebis mixedviT<br />
arsebiTad gansxvavebulia erTmaneTisagan.<br />
369
saerTaSoriso kompaniebma faswarmoqmnis procesSi SeiZleba<br />
gamoiyenon Semdegi alternetiuli strategiebi:<br />
1) standartuli fasi yvela sazRvargareTuli<br />
bazrisTvis;<br />
2) ormagi faswarmoqmna;<br />
3) faswarmoqmna konkretuli bazrebisTvis.<br />
standartuli, anu unificirebuli fasebi gamoiyeneba<br />
maSin, roca ama Tu im qveyanaSi gaweuli marketinguli xarjebi<br />
imdenad dabalia, rom ar SeuZlia gavlena moaxdinos fasis<br />
sidideze. standartuli fasebis gamoyenebis dros kompania<br />
darwmunebuli unda iyos, rom im qveynis bazarze, sadac maT<br />
SeaqvT saqoneli, ar gamoCndeba analogiuri saqonlis ufro<br />
dabal fasad gamyidveli konkurentebi.<br />
ormagi faswarmoqmnis strategia iTvaliswinebs gansxvavebuli<br />
fasebis dawesebas erovnuli da sazRvargareTuli<br />
bazrebisTvis.<br />
faswarmoqmnis mesame strategia — faswarmoqmna konkretuli<br />
qveynisTvis ufro moqnilia. am strategiis Sesabamisad<br />
fasebis daweseba xorcieldeba adgilobrivi pirobebis gaTvaliswinebiT.<br />
saerTaSoriso marketingSi mniSvnelovan rols asrulebs<br />
transfertuli faswarmoqmna. transfertulia fasi,<br />
romliTac saqoneli gadaadgildeba kompaniis SigniT. dReis-<br />
Tvis saerTaSoriso kompaniebis umetesobas sxvadasxva qveyanaSi<br />
aqvs Svilobili kompaniebi da filialebi. amitom transfertuli<br />
faswarmoqmnis sazRvrebi sakmaod farToa. transfertuli<br />
fasi gonivrul sazRvrebSi unda dawesdes. Tu<br />
transfertuli fasi Zalian gadidebuli dawesdeba, SesaZlebelia<br />
kompanias mouwios ufro meti gadasaxadis gadaxda. Tu<br />
transfertuli fasi iqneba Zalian Semcirebuli, igi SeiZleba<br />
dempingSi daadanaSaulon.<br />
arsebobs transfertuli faswarmoqmnis sami saxe:<br />
1) transferti TviTRirebulebis mixedviT. am SemTxvevaSi<br />
fasi dgindeba sawarmoo danaxarjebis doneze<br />
da sazRvargareTis filiali Tavis angariSze iwers<br />
firmis mier miRebul mTel Semosavals. es imas niSnavs,<br />
rom firmis sawarmoo rgolis saqmianoba fasdeba<br />
efeqtianobis da ara momgebianobis mixedviT.<br />
370
2) transferti komerciuli fasis mixedviT. am dros<br />
ucxouri qvedanayofi produqtSi ixdis imdenive<br />
Tanxas, ramdensac nebismieri gareSe myidveli. problemebi<br />
warmoiqmneba im SemTxvevaSi, roca sazRvargareTis<br />
filials, produqciis dabali xarisxis da<br />
fasis arakonkurentianobis gamo, neba eZleva misces<br />
SekveTa sxva mimwodeblebs.<br />
3) transferti sqemiT “TviTRirebulebas plus”. am<br />
dros mogeba nawildeba mwarmoebels da ucxour qvedanayofs<br />
Soris. am meTods davebis Tavidan acilebis<br />
meti Sansi aqvs. misi gamoyenebiT SesaZlebelia<br />
korporaciuli mogebis optimizaciis miRweva da TanamSromlobiT<br />
adgilobrivi da sazRvargareTuli<br />
qvedanayofis ormxrivi daintereseba. transfertuli<br />
fasis Sesaxeb gadawyvetilebis miRebis procesis<br />
xelmZRvanelad xSirad iniSneba umaRlesi rgolis<br />
erT-erTi menejeri.<br />
fasebis dawesebis dros bevri saerTaSoriso kompania<br />
mxedvelobaSi iRebs adgilobriv pirobebs. maTi nawili xelsayrel<br />
fasebs inarCunebs ganviTarebad da naklebad ganviTarebul<br />
qveynebSi saqonlis gamartivebuli variantebis miwodebis<br />
da adgilobrivi iafi muSaxelis gamoyenebis gziT. zogjer<br />
Semcirebuli fasi wesdeba bazris gafarToebis an nameti<br />
saqonlis Tavidan mocilebis mizniT. ganviTarebul qveynebSi<br />
saqonlis fasi misi kargi xarisxis gamo, rogorc wesi, Zviria.<br />
<strong>marketingis</strong> saerTaSoriso kompleqsis mniSvnelovani<br />
elementia produqtis sazRvargareTis bazrebze win wasawevad<br />
gatarebuli RonisZiebebi, romelTa efeqtianobac damokidebulia<br />
gamoyenebuli meTodebisa da xerxebis adgilobrivi<br />
bazrebis moTxovnebsa da TaviseburebebTan SesabamisobaSi<br />
moyvanaze. am process specialistebi komunikaciur<br />
adaptacias uwodeben. komunikaciuri adaptaciis procesSi<br />
kompaniebi muSaobas warmarTaven ramdenime mimarTulebebiT:<br />
1) produqciis saxelwodebis dazusteba adgilobrivi<br />
enis mixedviT;<br />
2) feris mimarT adgilobrivi mosaxleobis damokidebulebis<br />
gaTvaliswineba saqonlis gaformebis procesSi;<br />
371
3) saWiroebis SemTxvevaSi yoveli miznobrivi sazRvargareTuli<br />
bazrisTvis specialuri sareklamo mimar-<br />
Tvis Sedgena;<br />
4) mTeli sareklamo saqmianobis SesabamisobaSi moyvana<br />
ama Tu im qveynis marketinguli garemos moTxovneb-<br />
Tan;<br />
5) gasaRebis stimulirebis meTodebisa da xerxebis<br />
adaptacia adgilobriv pirobebTan da a. S.<br />
kompaniebs sazRvargareTis bazrebze muSaobis proces-<br />
Si uwevT, agreTve, saqonlis da momsaxurebis bazarze win wawevis<br />
adgilobrivi praqtikis gaTvaliswineba. bevri magali-<br />
Tis motana SeiZleba produqtis bazarze win wawevis procesis<br />
daregulirebasTan dakavSirebiT qveynebis mixedviT. ase,<br />
magaliTad: belgiasa da safrangeTSi akrZalulia sigaretis<br />
da alkoholiani sasmelebis satelevizio reklama; italiasa<br />
da avstraliaSi mkacrad kontroldeba bavSvebisTvis gankuTvnili<br />
sareklamo mimarTvebi; saberZneTSi akrZalulia<br />
kuponebis gavrceleba; safrangeTSi dadgenilia, rom momxmareblisTvis<br />
gadacemuli premiis da saCuqris Rirebuleba ar<br />
unda aRematebodes saqonlis fasis 5%-s, saqarTveloSi akrZalulia<br />
alkoholiani sasmelebis da Tambaqos nawarmis<br />
reklamireba sabavSvo, saswavlo da samedicino dawesebulebebSi,<br />
kulturul da sportul organizaciebSi da a.S. qveynebis<br />
mixedviT gansxvavebulia reklamirebisTvis gamoyenebuli<br />
saSualebebic: italiaSi reklamireba, ZiriTadad, JurnalebiT<br />
xorcieldeba; inglisSi reklamis gasavrceleblad<br />
upiratesobas saerTo-erovnul gazeTebs aniWeben; evropelebs<br />
da amerikelebs urCevniaT saqoneli SeukveTon fostiT<br />
da ara telefoniT; saqarTveloSi ufro prestiJulad satelevizio<br />
reklama iTvleba, JurnalebTan SedarebiT ki reklamirebis<br />
procesSi upiratesoba gazeTebs eniWeba da a. S.<br />
saerTaSoriso kompaniebis mier SemuSavebuli marketinguli<br />
strategiebis efeqtianad realizacia uSualod aris<br />
damokidebuli <strong>marketingis</strong> samsaxurebze. kompaniebis didi<br />
nawili sazRvargareTis bazrebze saqmianobis swored warmarTvis<br />
mizniT, Tavdapirvelad, qmnis eqsportis ganyofilebas,<br />
Semdeg saerTaSoriso qvedanayofs, bolos ki xdeba globaluri<br />
organizacia.<br />
eqsportis ganyofilebas kompaniebi qmnian maSin, roca<br />
maTi saerTaSoriso gayidvebi izrdeba. rogorc wesi, am gan-<br />
372
yofilebis StatSi iricxebian gayidvis menejeri da misi TanaSemweebi.<br />
saerTaSoriso gayidvebis gazrdis paralerulad<br />
eqsportis ganyofileba farTovdeba, izrdeba mis mier ganxorcielebuli<br />
marketinguli samuSaoebis raodenobac. Sesabamisad,<br />
ganyofilebis roli kompaniaSi TandaTanobiT maRldeba.<br />
eqsportis ganyofileba saerTaSoriso <strong>marketingis</strong><br />
organizaciis martivi formaa, romlis amocana kompaniis mier<br />
sazRvargareTis bazrebze produqciis gatanis saqmianobis<br />
koordinaciaSia.<br />
Tu kompania Seqmnis erTobliv sawarmos an ganaxorcielebs<br />
pirdapir investiciebs, eqsportis ganyofilebis saqmianoba<br />
aRar aris sakmarisi sazRvargareT efeqtianad muSaobis<br />
uzrunvelsayofad. aseT SemTxvevaSi saWiro xdeba saerTaSoriso<br />
qvedanayofis Camoyalibeba. saerTaSoriso qvedanayofi<br />
warmoadgens saerTaSoriso <strong>marketingis</strong> organizaciis formas,<br />
romelic pasuxismgebelia kompaniis mier sazRvargareT<br />
ganxorcielebul MmTel saqmianobaze. saerTaSoriso qvedanayofis<br />
sxvadasxva samsaxurSi dasaqmebuli arian <strong>marketingis</strong>,<br />
warmoebis, samecniero kvlevebis, dabegvris, kadrebis specialistebi.<br />
rogorc praqtika uCvenebs, organizaciuli erTeulebi<br />
saerTaSoriso qvedanayofSi iqmneba geografiuli da<br />
saproduqto principebis mixedviT. SeiZleba maT hqondeT saerTaSoriso<br />
filialebis saxec.<br />
specialistTa azriT, DdReisTvis saerTaSoriso kompaniebi<br />
gaxda, WeSmaritad, globaluri organizaciebi, romel-<br />
Ta menejerebi dakavebulni arian sawarmoo da operaciuli<br />
resursebis, marketinguli koncefciebis, finansuri nakadis<br />
da materialur-teqnikuri momaragebis (logistikis) globaluri<br />
dagegmviT. globaluri operaciuli erTeuli uSualod<br />
emorCileba korporaciis prezidents da ara saerTaSoriso<br />
qvedanayofis menejers.<br />
<strong>marketingis</strong> specialistebis didi nawilis azriT, erovnuli<br />
kompaniebisTvis sazRvargareTis bazrebze gasvla obieqturi<br />
aucileblobaa. isini sTvlian, rom amis gareSe maT gauWirdebaT<br />
konkurentunarianobis SenarCuneba erovnul bazrebze,<br />
radgan saerTaSoriso kompaniebi erovnul kompaniebs<br />
konkurencias adgilobriv bazrebzec uweven. amrigad, konkurenti<br />
sawarmoebis globalizacia adgilobriv kompaniebsac<br />
saqmianobis globalizaciisaken ubiZgebs.<br />
373
Tavi 17. marketingi da sazogadoeba<br />
17.1. sazogadoebrioba <strong>marketingis</strong> negatiuri<br />
momentebis Sesaxeb<br />
marketings xSirad akritikeben. zogierTi braldeba samarTliania,<br />
umetesi nawili ki — ara. sazogadoebrivi kritikis<br />
Tanaxmad, garkveuli saxis marketinguli saqmianoba zians<br />
ayenebs individualur momxmareblebs, mTlianad sazogadoebas<br />
da biznesis mesveurebs (mesakuTreebs).<br />
momxmarebeli dainteresebulia imiT, Tu ramdenad emsaxureba<br />
marketinguli sistema maT interesebs. Kgamokvlevebi<br />
aCvenebs, rom momxmarebels marketinguli praqtikisadmi<br />
arc Tu mTlad dadebiTi damokidebuleba gaaCnia. momxmareblebi,<br />
maTi advokatebi, samTavrobo saagentoebi da sxva kritikosebi<br />
marketings momxmarebelTaTvis iseTi zianis miyenebaSi<br />
adanaSauleben, rogoricaa Zviri fasebi, macduri praqtika,<br />
gayidva Zlieri zewoliT, mdare xarisxis da arc Tu<br />
usafrTxo produqtebi, produqciis dagegmili daZveleba da<br />
momxmareblis araxelsayreli momsaxureba.<br />
bevri kritikosi acxadebs, rom amerikuli marketinguli<br />
sistemis mier SemuSavebuli fasebi, ufro `gonieri” sistemis<br />
fasebTan SedarebiT, bevrad Zviria. amis mizezad isini<br />
sam faqtors asaxeleben — distribuciis did xarjebs, reklamirebisa<br />
da stimulirebis did xarjebs da gazrdil fasnamats.<br />
distribuciis didi xarjebi ganpirobebulia imiT, rom<br />
xarbi Suamavlebis mier daweseuli fasebi aWarbebs maTi momsaxurebis<br />
realur safasurs. kritikosebi acxadeben, rom<br />
araerTi Suamavali Tavis saqmianobas araefeqtianad da ubadrukad<br />
uZRveba, xSir SemTxvevaSi ki, arasaWiro da ormag momsaxurebas<br />
eweva. amis gamo, distribucia Zviri jdeba da momxmarebelic<br />
am gazrdil Rirebulebas ixdis.<br />
rogor reagireben gadamyidvelebi am braldebebze?<br />
isini amtkiceben, rom Suamavlebi asruleben im samuSaos,<br />
romlis gakeTebac, sxva SemTxvevaSi, mwarmoebels an momxmarebls<br />
mouwevda. fasnamati asaxavs momsaxurebas, romlebsac<br />
TviT momxmareblebi moiTxoven — meti moxerxebuloba, far-<br />
To asortimenti, didi farTi, xangrZlivi samuSao saaTebi,<br />
saqonlis dabrunebis privilegiebi da sxv. isini agreTve am-<br />
374
tkiceben, rom sacalo vaWrobaSi Zlieri konkurenciis gamo,<br />
marJebi sakmaod dabalia. magaliTad, gadasaxadebis gamoklebiT,<br />
supermarketebis qsels gayidvebidan mogebis mxolod<br />
erTi procenti rCeba. Tu zogierTi gadamyidveli Seecdeba,<br />
fasnamati gaweul xarjebTan SedarebiT araadekvaturad meti<br />
daawesos, sxva gadamyidvelebi ufro nakleb fass daaweseben.<br />
iafi fasebis mqone maRaziebs Wal-Mar-s, Best Buy-sa da sxva<br />
diskaunterebs (mcire fasnamatze momuSaveebs) TavianTi konkurentebi<br />
zewolis qveS hyavT, riTac aiZuleben efeqtianad<br />
imuSaon da iafi fasebi SeinarCunon.<br />
Tanamedrove marketings, agreTve adanaSauleben fasebis<br />
gazrdaSi reklamirebisa da gayidvis stimulirebisaTvis<br />
gaweuli mniSvnelovani xarjebis gamo. magaliTad, aqtiurad<br />
stimulirebuli aspirinis 12 abi iyideba zustad imave fasSi,<br />
rogorSic naklebi stimulirebis mqone sxva aspirinis 100<br />
abi. sxvadaxva produqciis — kosmetikis, sadezinfeqcio saSualebebis,<br />
tualetis nivTebis stimulirebisa da SefuTvis<br />
xarjebma, sacalo movaWresaTvis, SesaZloa mwarmoeblis fasis<br />
40 an meti procenti Seadginos. kritikosebis mtkicebiT,<br />
SefuTva da stimulireba produqcias, umetes SemTxvevaSi,<br />
ufro fsiqologiur faseulobas matebs, vidre funqciurs<br />
aSS-Si. sacalo movaWreebi stimulirebis iseT damatebiT sa-<br />
Sualebebs iyeneben rogoricaa reklama, gamofena da totalizatori,<br />
rac mis fasebs ramdenime centiT zrdis.<br />
amgvar braldebebze <strong>marketingis</strong> specialistebi pasuxoben,<br />
rom xSirad momxmareblebs SeuZliaT produqciis<br />
msgavsi funqciuri versiebis nakleb fasad SeZenac, Tumca<br />
maT urCevniaT meti gadaixadon produqciaSi, romelic fsiqologiur<br />
sargebelsac gulisxmobs. amiT isini Tavs SeZlebulad,<br />
mimzidvelad da gansakuTrebulebad grZnoben. SesaZloa<br />
brendis saxelis mqone produqciis Rirebuleba metia,<br />
magram igi momxmarebels produqciis xarisxis SesabamisobaSi<br />
arwmunebs. intensiuri reklamireba zrdis aramarto produqciis<br />
xarjebs, aramed mis faseulobasac, axdens ra milionobiT<br />
potenciuri myidvelis informirebas brendis xelmisawvdomobisa<br />
da Rirsebebis Sesaxeb. Tu momxmarebels surs,<br />
Seityos bazris tendenciebi, man isic unda icodes, rom reklamirebaze<br />
firma did Tanxebs xarjavs. intensiuri reklamireba<br />
da stimulireba SesaZloa aucilebelic iyos, raTa metoqis<br />
Zalisxmevas gaewios konkurencia. Tu firma konkurentis mier<br />
375
gaweul xarjebs ar akontrolebs, igi `gonebriv wils” dakargavs.<br />
amavdroulad, stimulirebis xarjebs firmebi Segnebulad<br />
udgebian da cdiloben, rom fuli gonivrulad daxarjon.<br />
kritikosebi firmebs saqonelze gadaWarbebuli fasnamatis<br />
dawesebaSic adanaSauleben. isini miuTiTeben samedicino<br />
mrewvelobaze, sadac erTi abi, romlis damzadeba 5 cents<br />
saWiroebs, momxmarebelisaTvis 2 dolari Rirs. aRniSnaven<br />
agreTve televizorebisa da avtomobilebis remontisaTvis<br />
dawesebul gazrdil fasebs.<br />
umravlesoba cdilobs firmebis momxmarebelTan patiosani<br />
urTierTobebi daamyaros, radgan isini biznesis kvlavwarmoebiT<br />
arian dainteresebuli. momxmarebelTa ukmayofilebis<br />
gamowveva winaswar ganzraxuli ar aris. xSirad, magaliTad,<br />
farmacevtulma fasnamatma unda dafaros Sesyidvis, stimulirebisa<br />
da arsebuli medikamentebis distribuciis xarjebi, rasac<br />
emateba axali medikamentis gamokvlevis, testirebisa da<br />
formulirebis damatebiTi xarjebic.<br />
<strong>marketingis</strong> samsaxurebs xSirad macduri praqtikis gamoyenebaSi<br />
adanaSauleben. am dros, isini momxmarebels ajereben,<br />
rom igi realurze met faseulobas miiRebs. ZiriTadad,<br />
gamoiyeneba macduri praqtikis sami saxe: macduri faswarmoqmna,<br />
stimulireba da SefuTva. macduri faswarmoqmna<br />
gulisxmobs `saqarxno” an `sabiTumo” fasebis cru reklamirebas,<br />
agreTve did fasdaklebebs, viTomc da sacalo fasebis<br />
CamonaTvalidan. macduri stimulireba niSnavs iseT praqtikas,<br />
rodesac xdeba produqciis Tvisebebis an misi gansakuTrebulobis<br />
gazviadeba, iafi saqonlisaTvis maRaziaSi myidvelis<br />
mityueba maSin, rodesac iq Sesabamisi maragi ar arebobs.<br />
macduri SefuTva glisxmobs SesafuTi produqciis faseulobis<br />
gazrdas SefuTvis daxvewili dizainis saSualebiT,<br />
SecdomaSi Semyvani etiketis gamoyenebas an produqciis sididis<br />
aramarTebuli terminebiT gadmocemas.<br />
saeWvo marketinguli saqmianobis SemTxvevebi, mar-<br />
Tlac rom arsebobs. iSviaTad magram mainc iyeneben safosto<br />
konverts Semdegi Sinaarsis gzavniliT: `Tqven moigeT 10 000<br />
000 dolari”, an internetSi moulodnelad gamoCenila gamosaxuleba<br />
SemoTavazebiT ufaso saqonelisa Tu didi fasdaklebis<br />
Sesaxeb.<br />
macdurma pratikam Sesabamisi kanonmdeblobisa da momxmareblis<br />
dacvis sxva qmedebebis aucilebloba warmoSva. ma-<br />
376
galiTad, 1983 wels, aSS kongresis reagireba gamoiwvia flei-<br />
Senis (Fleishman’s Yeast’s) saCivarma, romlis Tanaxmad, federaluri<br />
vaWrobis komisias (FTC), Wheeler-Lea-is aqtis miRebiT,<br />
`usamarTlo an macduri qmdebebisa Tu praqtikuli saqmianobebis”<br />
mowesrigebis ufleba mieniWa. FTC-m gamoaqveyna ramdenime<br />
saxelmZRvanelo dokumenti macduri praqtikis faqtebis<br />
CamonaTvlis TanxlebiT. axali kanonebis arsebobis miuxedavad,<br />
zogierTi kritikosi amtkicebs, rom saCivrebi macduri<br />
praqtikis Sesaxeb jer kidev arsebobs. magaliTad, ukanasknelma<br />
gamokvlevam cxadyo, rom nebayoflobiT miRebuli<br />
elfostis TiTqmis ori mesamedi cru anu SecdomaSi Semyvan<br />
informacias Seicavs. 1<br />
firmis marketinguli samsaxurebi amtkiceben, rom<br />
firmebis umetesoba macduri praqtikis gamoyenebas Tavs<br />
aridebs, radgan igi maT bizness azaralebs. momgebiani samomxmareblo<br />
urTierToba faseulobasa da ndobas efuZneba. Tu<br />
momxmarebeli ar miiRebs imas, rasac elis, igi ufro saimedo<br />
produqtze gadaerTveba. amasTan erTad, momxmarebeli xSirad<br />
Tavs icavs motyuebisagan. maTi umetesoba sifrTxiles<br />
iCens produqciis (momsaxurebis) SeZenisas.<br />
gamoCenilma amerikelma marketologma Teodor levitma,<br />
erTxel aRniSna, rom zogjer reklama yuradRebis misapyrobad<br />
aris gazviadebuli da es SesaZloa sasurvelic iyos:<br />
`Znelia moZebno kompania, romelic gadaurCeba gakotrebas,<br />
Tuki sakuTari momsaxurebis SedarebiT gadaWarbebulad<br />
wardgenaze ityvis uars, radgan mwir momsaxurebas aravin yidulobs.<br />
ufro metic, igi uaryofs... xalxis gulwrfel moTxovnilebebsa<br />
da faseulobebs, radgan damaxinjebis, Selamazebisa<br />
da srulyofis gareSe, cxovreba uRimRamo, mosawyeni<br />
da mtkivneulia.” 2<br />
zogjer realizatorebs Zlieri zewoliT ganxorcielebul<br />
gayidvaSi adanaSauleben, rodesac momxmareblebs arwmuneben,<br />
iyidon is saqoneli, romlis yidvac ganzraxuli ara<br />
aqvT. xSirad amboben, rom dazRveva, uZravi qoneba da manqane-<br />
1<br />
Mylene Mangalindan, ,,Subject: Spam Messages Often Are Misleading, ,,Wall<br />
Street journal, April 30, 2003, p.D2.<br />
2<br />
Theodore Levitt ,,The Morality of Advertising” Harvard Business Resview. July-<br />
August 1970, pp.84-92. For counterpoints, see Heckman, ,,Dont Shoot the<br />
Messenger”, p.p.1.9.<br />
377
i ar iyideba. gadmosabireblad gamyidveli personali mSvidad,<br />
dabejiTebiT saubrobs. isini yidian mondomebiT, radgan<br />
ician, Tu ra waxaliseba elis mas, vinc yvelaze met saqonels<br />
gayidis.<br />
myidveli SeiZleba Seityuon da ayidinon sagnebi, romelTa<br />
SeZena ar surs an ar sWirdeba. realizatorebisagan,<br />
romlebic saqonels kardakar siaruliTa da telefonis sa-<br />
SualebiT yidian, zogierTi qveynis kanoni produqtis gayidvis<br />
Sesaxeb ganacxadis gakeTebas moiTxovs. agreTve myidvelebs<br />
eZlevaT `gagrilebis samdRiani vada”, romliTac kontraqtis<br />
awon-dawonvis Semdeg, maT uaris Tqmis ufleba eZlevaT.<br />
amasTan, Tu momxmarebeli igrZnobs, rom masze gayidvis<br />
gadaWarbebuli zewola ganxorcielda, mas SeuZlia saCivari<br />
Seitanos e. w. `Better Business~ biuroebSi an mimarTos momxmarebelTa<br />
dacvis saagentoebs.<br />
magram metwilad <strong>marketingis</strong> samsaxurisTvis Zlieri<br />
SeteviT gayidva naklebmomgebiania. aseTma taqtikam SesaZloa<br />
imuSaos erTjeradi gayidvebis SemTxvevaSi moklevadiani<br />
mogebis misaRebad. Tumca, gayidvebis umetesoba faseul<br />
myidvelTan grZelvadiani urTerTobis agebas gulisxmobs.<br />
Zlieri zewoliT ganxorcielebulma Tu macdurma gayidvam<br />
SesaZloa aseT urTierTobebs seriozuli ziani miayenos.<br />
kritikis kidev erTi sagania mdare xarisxi. ukmayofilebis<br />
erT-erTi mizezic SeiZleba iyos is, rom produqti ar<br />
aris kargad damzadebuli da momsaxurebac arasaTanadoa. arsebobs<br />
sxva mizezic, kerZod bevri produqcia naklebi sargeblobis<br />
momtania an sazianoc SeiZleba iyos. magaliTad,<br />
dResdReobiT araerTi kritikosi miuTiTebs swrafi kvebis<br />
produqtebis maRal cximianobaze. axlxan McDonald’s-i sasamarTlo<br />
pasuxismgeblobis winaSe aRmoCnda, radgan misma<br />
produqciam sazogadoebaSi simsuqnis `epidemia” gamoiwvia.<br />
industriis interesebis damcvelebma es sarCeli araseriozulad<br />
miiRes. gulubryviloa, swrafi kvebis kompanias<br />
wauyeno braldeba imis gamo, rom momxmarebeli gaucnobierebelia<br />
`kvebis produqciasTan dakavSirebul sakiTxebSi, unebisyofoa,<br />
genetikuradaa simsuqnisken midrekili da ar varjiSobs,<br />
ramac mis gasuqebaSi garkveuli roli iTamaSa.”<br />
McDonald’s-i, Kraft-i da Frito-Lay muSaoben kvebis produqtebSi<br />
arteriebis gamtarianobisaTvis mavne cximebis Semcirebaze.<br />
378
momxmarebelTa ukmayofilobis kidev erT sagans warmoadgens<br />
produqciis usafrTxoeba. produqciis usafrTxoebis<br />
problema ramdenime mizeziTaa gamowveuli: maT Sorisaa<br />
firmis xelmZRvanelobis indeferentuloba, zedmetad gar-<br />
Tulebuli warmoeba, cudad gawvrTnili muSaxeli da xarisxis<br />
cudi kontroli. wlebis ganmavlobaSi momxmarebelTa gaerTianeba<br />
(Consumer Union) — testirebisa da informaciis arakomerciuli<br />
organizacia — momxmarebelTa Setyobinebebs<br />
Jurnalebsa da veb-gverdebze aqveynebs. aq SexvdebiT informacias<br />
Semowmebuli produqciis sxvadasxva riskis Sesaxeb,<br />
maT Soris eleqtronuli mowyobilobebiT daSavebis saSiSroebaze,<br />
oTaxis gamaTboblebSi arsebuli karbonis monoqsidiT<br />
mowamvlis SemTxvevebze, gazonebis sakreWebisgan daSavebis<br />
riskze, avtomobilebis cud dizainsa da bevr sxva sakiTxze.<br />
organizaciebis Semowmeba Tu sxva qmedebebi momxmarebels<br />
yidvisas ukeTesi gadawyvetilebebis miRebaSi daexmara,<br />
xolo firmebs misca stimuli SeewyvitaT saxifaTo produqciis<br />
nakadebi. Tu firmas rogori damokidebuleba aqvs<br />
xarisxisa da usafrTxoebisadmi, dadebiTad an uaryofiTad<br />
aisaxeba mis reputaciaze.<br />
firmebi, romlebic mdare xarisxisa da saxifaTo produqcias<br />
yidian, momxmareblebis jgufebTan da inspeqtoreb-<br />
Tan konfliqtis winaSe dganan. ufro metic, xifaTis Semcveli<br />
produqtis warmoebas SesaZloa produqtze pasuxismgebloba<br />
da didi jarima moyves. sabolood, aseTi produqciis<br />
gamoyenebiT dazaralebuli momxmarebeli momavalSi Tavs aaridebs<br />
mis Sesyidvas da amis Sesaxeb sxva momxmarebelsac amcnobs.<br />
Bridgestone/Firestone-is Firestone-is 6.5 milioni uxarisxo<br />
avtosaburavis ukan dabrunebis gaxmaurebul aqciam, produqciis<br />
pasuxismgeblobisa da usafrTxoebis sakiTxma kompania<br />
gakotrebis zRvramde miiyvana.<br />
amrigad, xarisxTan dakavSirebul araswor qmedebebs<br />
SeiZleba mZime Sedegebi moyves. <strong>marketingis</strong> specialistebma<br />
ician, rom momxmarebelze morgebul xarisxs momxmareblis<br />
kmayofileba moaqvs, rac, Tavis mxriv, momgebian samomxmareblo<br />
urTierTobebs ayalibebs.<br />
dagegmili daZveleba. kritikosebi zogierT mwarmoebels<br />
dagegmili daZvelebis taqtikaSi adanaSauleben, rac iwvevs<br />
maTi produqciis xmarebidan amoRebis aucileblobas Canacvlebis<br />
realur dromde. magaliTad, kritikosebi amtki-<br />
379
ceben, rom zogierTi mwarmoebeli ganuwyvetliv cvlis momxmarebelTaTvis<br />
misaRebi stilis koncefciebs, raTa uzrunvelyos<br />
rac SeiZleba meti da swrafi gayidvebi. amis naTeli<br />
magaliTia tansacmlis modis mudmivi cvalebadoba.<br />
sxva mwarmoeblebs mimzidveli funqciuri maxasiaTeblebis<br />
gadamalvaSi adanaSauleben, raTa Semdgom adreuli<br />
modelebi waradginon rogorc axali. kritikosebis mtkicebiT,<br />
aseTi SemTxvevebi xdeba sayofacxovrebo eleqtronikisa<br />
da kompiuterul industriebSi. magaliTad, Intel da<br />
Microsoft ukanasknel wlebSi, daadanaSaules momavali Taobis<br />
kompiuteruli Cipebisa da programebis SeCerebaSi maTze<br />
moTxovnis Semcirebamde. sxva mwarmoeblebs ki adanaSauleben,<br />
rom isini iyeneben masalebsa da komponentebs, romlebic<br />
Zalian male imtvreva, fuWdeba an gamodis mwyobridan.<br />
<strong>marketingis</strong> specialistebs miaCniaT, rom momxmareblebs<br />
stilis cvlilebebi uyvarT, maT bezrdebaT Zveli saqoneli<br />
da modis axal tendenciebsa da manqanebis axal dizainebs<br />
iTxoven. veravis daaZaleb axali xedvis gaziarebas da<br />
Tu mas cota adamiani moiwonebs, igi, ubralod, Cavardeba.<br />
teqnikuri produqciis umetesobis SemTxvevaSi, momxmarebels<br />
ukanaskneli inovaciebis SeZenis survili aqvs, maSinac<br />
ki, Tu Zveli modeli jer kidev muSaobs. firmebi, romlebic<br />
uars amboben axali maxasiaTeblebis gamoCenaze, garkveuli<br />
riskis winaSe dganan — SesaZloa konkurentebma es siaxleebi<br />
pirvelebma waradginon da daipyron bazari. magaliTad, zogierTi<br />
momxmarebeli wuxs, rom sayofaxcovrebo eleqtronikis<br />
industriis `ufro swrafi, patara da iafi” modelebis gamoSvebisken<br />
swrafvis gamo, maT mudmivad axali produqciis<br />
yidva uxdebaT. Tumca, sxvebs erTi suli aqvT, sanam ukanaskneli<br />
modelebi gamoCndeba.<br />
arc Tu ise didi xnis win dagegmili daZveleba SemaSfo-<br />
Tebel problemas warmoadgenda avtoindustriaSi. oTxi aTwleulis<br />
win, momxmarebelTa uflebebis damcvelebma daafiqsires<br />
General Electrics-is inJinrebis qmedebebi, romlebic<br />
naTurebis muSaobis xangrZlivobas ganzrax amcirebdnen, agreTve<br />
avtoinJinrebi, romlebic manqanebis vargisianobis vadis<br />
SezRudvis winadadebiT gamovidnen. personaluri kompiuterebis<br />
dRevandel qaosur samyaroSi, daZveleba ara Tu<br />
ganzraxuli qmedebaa, mas <strong>marketingis</strong> specialistebi princi-<br />
380
pul Rirsebad naTlaven. ufro metic, momxmareblis mxridan<br />
SeimCneva TvalTvali — isini, axali Taobis, ufro swrafi da<br />
Zlieri kompiuteris SesaZenad, arc rigSi dgomaze amboben<br />
uars da erTi suli aqvT, rodis aisruleben ufro martivi,<br />
bednieri da produqtiuli cxovrebis danapirebs. dRevandeli<br />
kompiuteruli Cipebi ise martivad aRar gamodis mwyobridan,<br />
isini aTwleulebi Zlebs.<br />
amrigad, firmebi ar awarmoeben ganzrax iseT produqcias,<br />
romelic mwyobridan male gamova, radgan maT ar surT<br />
cnobili brendis momxmareblis dakargva. piriqiT, isini ganuwyvetliv<br />
gaumjobesebis gzebis ZiebaSi arian, raTa darwmunebulni<br />
iyvnen, rom maTi produqcia mudmivad daakmayofilebs<br />
da gaamarTlebs myidvelebis molodins. e.w. dagegmili<br />
daZvelebis umetesi SeTxveva Tavisufal sazogadoebaSi,<br />
warmoadgens konkurentuli da teqnologiuri Zalebis samu-<br />
Sao stils Zalebisa, romlebic gaumjobesebuli saqonlisa<br />
da momsaxurebisken miiswrafvian.<br />
amerikuli marketingi araxelsayreli momxmareblis<br />
cud momsaxurebaSi daadanaSaules. magaliTad, kritikosebi<br />
amtkiceben, rom soflis mosaxleobas xSirad saqonlis SeZena<br />
patara maRaziebSi uwevs, romlebic dabalxarisxian produqtebs<br />
Zvirad yidian. momxmarebelTa gaerTianebam (CU) Seadara<br />
erTsa da imave qalaqSi mcxovrebi mcire Semosavlis mqone<br />
da saSualo fenis momxmarebelTa sakvebis SeZenis Cvevebi. gamokvlevis<br />
Sedegebis Tanaxmad, Raribi mosaxleoba mdare xarisxis<br />
saqonels gadidebul fasebSi yidulobs. mcireSemosavliani<br />
mosaxleobis raionebSi didi maRaziebis qselis arseboba<br />
iwvevs mniSvnelovan sxvaobas mcire fasebis SenarCunebasTan<br />
dakavSirebiT. gamokvlevam e. w. `wiTeli xazis” arsebobac<br />
daafiqsira, anu ekonomikuri diskriminaciis garkveuli<br />
saxeoba, rodesac ZiriTadi savaWro qselebis sacalo gamyidvelebi<br />
Tavs arideben maRaziebis araxelayreli mosaxleobis<br />
raionebSi ganTavsebas.<br />
`wiTeli xazis” arsebobis braldebebi mimarTuli iyo<br />
dazRvevis, sakredito momsaxurebisa da sabanko industriebisaken.<br />
saojaxo da avtomobilebis sadazRvevo kompaniebi dabali<br />
sakredito reitingis mqone momxmareblebisaTvis maRali<br />
saprocento ganakveTebis dawesebaSi daadanaSaules. sadazRvevo<br />
kompaniebi acxadeben, rom cudi sakredito reitingis mqone<br />
individualuri pirebi ufro pretenziulebi arian da swored<br />
381
es ganapirobebs maTTvis ufro maRali saprocento ganakveTebis<br />
dawesebas.<br />
kreditorebsa da biznesis sxva wamomadgenlebs, aseve<br />
`Weblining”-is anu `wiTeli xazis” internet-versiis gamoyenebaSi<br />
adanaSauleben.<br />
ise, rogorc arasdros, interneti firmebs saSualebas<br />
aZlevs, ganasxvaon Zviri da iafi faseulobis momxmareblebi,<br />
ris mixedviTac maT SeuZliaT gadawyviton, romeli produqtis,<br />
fasebisa Tu momsaxurebis SeTavazeba unda ganaxorcielon.<br />
aseTi midgoma yvelaze faseuli momxmareblebisaTvis<br />
meti informaciis miwodebasa da fasdaklebebs niSnavs. dabali<br />
faseulobis mqone momxmarebelma ki SesaZloa mcire momsaxurebaSi<br />
meti Tanxa gadaixados an, zogierT SemTxvevaSi,<br />
saerTod yuradRebis miRma darCes. kreditis gacemisas miu-<br />
Rebelia Zveli stilis `wiTeli xazis” gamoyeneba, radgan igi<br />
emyareba geografiul stereotipebs da ara mtkicebulebebs<br />
imis Sesaxeb, rom konkretuli pirebi mcire sakredito risks<br />
warmoadgenen.<br />
amdenad, araxelsayreli momxmareblebis servisiT uzrunvelsayofad<br />
aucilebelia ukeTesi marketinguli sistemebis<br />
Seqmna. ufro metic, araxelsayreli klientebi aSkarad sa-<br />
Wiroeben momxarebelTa dacvas. FTC-ma im vaWrebis wnaaRmdeg<br />
gailaSqra, romlebic reklamas ukeTeben cru faseulobis mqone<br />
saqonels, Zvel saqonels axlad asaReben an kreditisaTvis<br />
Zalian did procents iTxoven. komisia, agreTve cdilobs vaWrebs<br />
gaurTulos sasamarTlo saqmeebis mogeba mcireSemosavliani<br />
momxmareblebis winaaRdeg, romlebmac garkveuli saqonlis<br />
SeZenisas damcireba iwvnies.<br />
<strong>marketingis</strong> amerikuli sistemis mimarT wayenebuli kidev<br />
erTi braldebaa sazogadoebaSi `borotebis” zrda. gansakuTrebul<br />
samizned iqca reklama imdenad, rom sareklamo saagentoebis<br />
amerikuli asociacia iZulebuli gaxda, araswori<br />
kritikisagan reklamis dacvis kampania wamoewyo.<br />
kritikosebi amtkiceben, rom <strong>marketingis</strong> sistema Zalian<br />
did interess iCens materialuri sakiTxebisadmi. adamianebi xasiaTdebian<br />
imiT, Tu ras floben da ara imiT, Tu vin arian. imisaTvis,<br />
rom adamiani warmatebulad CavTvaloT, mas unda hqondes<br />
didi saxli, ori manqana da bolo modelis maRalteqnologiuri<br />
mowyobilobebi. simdidrisa da sakuTrebisaken aseTma<br />
swrafvam piks 1980-ian wlebSi miaRwia. frazebi `sixarbe kargia”<br />
382
da `iareT sayidlebze, sanam ar daecemiT” am drois sloganebad<br />
iqca. mozardebis TiTqmis ori mesamedi adasturebs, rom `mxolod<br />
saukeTeso dizaineris tansacmlis” tareba zrdis adamianis<br />
statuss. amas emateba Zvirfasi samkaulebic. didi saxlebi<br />
isev modaSia, rac imas niSnavs, rom amerikelebs sakuTari gaumaZRari<br />
fantaziebis dasakmayofileblad ufro meti sivrce<br />
sWirdebaT — abazanebi, romlebic mineraluri wylebis patara<br />
`kurortebad” aris gardaqmnili da sportuli darbazebi, romlebic<br />
gasarTobi centrisaTvis saWiro manqana-danadgarebiT<br />
aris savse.<br />
kritikosebi materialuri sagnebisadmi interess gonebis<br />
bunebriv mdgomareobad ar miiCneven. es, maTi azriT, yalbi<br />
survilebia, romelTac marketingi warmoSobs. biznesi qiraobs<br />
Madison Avenue-s (sadac bevri sareklamo saagentos sa-<br />
Tavo ofisia ganTavsebuli), raTa saqonlis flobis survils<br />
misces stimuli. Tavis mxriv, Madison Avenue iyenebs masmedias,<br />
raTa kargi cxovrebis materialisturi modelebi Seqmnas.<br />
xalxi bevrs muSaobs, raTa gamoimuSaos saWiro fuli. maTi<br />
SenaZeni zrdis amerikis industriis Semosavals, xolo industria<br />
sanacvlod Madison Avenue-s imisaTvis iyenebs, rom<br />
industriis Semosavals misces stimuli. amdenad, marketingi<br />
ganixileba, rogorc yalbi survilebis safuZveli, rac ufro<br />
met sargebels aZlevs industrias, vidre momxmareblebs. zogierTi<br />
kritikosi Tavis Sexedulebebze sakmaod farTo auditoriis<br />
winaSi saubrobs.<br />
bolo oTxi wlis ganmavlobaSi, bil taleni, cnobili<br />
rogorc reverend bili, quCebSi farTo masebmac gaicnes.<br />
xalxs arwmunebdnen, rom aucilebeli iyo sayidlebis cdunebisaTvis<br />
winaaRmdegobis gaweva. quCis kuTxeebSi mdgomi Tavgamodebuli<br />
mqadagebeli, santa-klausis damtkbari sentimentalobis<br />
daxmarebiT, yvela msurvels mouTxrobs, rom<br />
xalxi sakuTari nebiT miemarTeba moTxovnilebebis jojoxe-<br />
Turi cecxlisaken. mas swams, rom myidvelebi TiTqmis ar uweven<br />
winaaRmdegobas media-Setyobinebebs, romlebic maT yidvis<br />
survils yovel wuTSi ukeTeben stimulirebas. igi xedavs<br />
mosaxleobas, romelic moTxovnilebam STanTqa. individualuri<br />
arsebobis mniSvneloba daikarga survilebSi, Zalian<br />
bevri nivTis yidvasa da flobaSi. Tavisi Sexedulebebis gasavrceleblad,<br />
bilma wamoiwyo aqcia — `eklesia vaWrobis wi-<br />
383
naaRmdeg”. rogorc revender bili, igi religiuri telemqadageblis<br />
tanisamossa da mRvdlis sayelos atarebs; xSirad,<br />
mas Tan axlavs sasuliero gundi, romelTan erTadac dadis<br />
maRaziebSi. igi amas ganixilavs, rogorc miuReblobis demonstracias<br />
an gamodis protestiT manhetenis mexuTe aveniuze<br />
gamarTul, madlierebis dRis momdevno, `arafris yidvis<br />
dResTan” dakavSirebul RonisZiebaze. gundi, romelic moxaliseebisagan<br />
Sedgeba, simReriT aris aRtkinebuli; misi ignorireba<br />
Znelia: `SewyviteT sayidlebze siaruli! SewyviteT,<br />
Cven arasodes wavalT sayidlebze!” 1<br />
biznesis mesveurebi daadanaSaules saqonlis gadaWarbebul<br />
gayidvaSi sazogadoebrivi saqonlis xarjze. iqidan gamomdinare,<br />
rom sakuTari saqoneli izrdeba, es procesi ufro met<br />
sazogadoebriv momsaxurebas moiTxovs, vidre Cveulebrivs. magaliTad,<br />
avtomanqanebis sakuTrebis zrdam (sakuTari saqoneli)<br />
moiTxova ufro meti gzebi, moZraobis kontroli, sivrce<br />
avtosadgomebisTvis da sapolicio servisi (sazogadoebrivi<br />
saqoneli). sakuTari saqonlis gadaWarbebuli gayidva Sedegad<br />
`socialur xarjebs gvaZlevs”. manqanebis SemTxvevaSi, socialuri<br />
xarjebi moicavs moZraobis gadatvirTvas, haeris dabin-<br />
Zurebasa da avtoavariebs.<br />
saWiroa gamosavlis Zieba, raTa moxdes dabalanseba sakuTar<br />
da sazogadoebriv saqonels Soris. erT-erTi gzaa,<br />
mwarmoeblebi aiZulo, rom saWiro socialuri xarjebi saku-<br />
Tar operirebaSi gaiTvaliswinon. mTavrobas SeuZlia manqanis<br />
mwarmoeblebisagan ufro usafrTxo manqanebis warmoeba<br />
moiTxovos, romelTa dabinZurebis makontrolebelic uke-<br />
Tesi sistemiT aris aRWurvili. Sedegad, avtomwarmoeblebi<br />
fasebs gazrdian, raTa dafaron damatebiTi xarjebi. Tumca<br />
mas Semdeg, rac myidveli aRmoaCens, rom zogierTi manqanis<br />
fasi Zalze Zviria, maTi mwarmoeblebi uneblied gauCinardebian,<br />
moTxovna ki im mwarmoeblebisaken gadainacvlebs, romelTac<br />
kerZo da socialuri danaxarjebis erToblivi mxardaWiris<br />
unari SeswevT.<br />
meore gzaa, momxmarebeli aiZulon, gadaixados socialuri<br />
xarjebi. msoflioSi sagzao servisebis kompaniebi avtobanebiT<br />
sargeblobisaTvis, e.w. `gadatvirTvis sauravis”<br />
dawesebas iwyeben, rac sacobebis Semcirebas moemsaxureba.<br />
1 g. armstrongi., f. kotleri, dasax. wigni, gv.679.<br />
384
samxreT kaliforniaSi mZRolebs ukve dauweses gadasaxadi<br />
samanqano gzebis gantvirTvis mizniT. singapurSi, norvegiasa<br />
da safrangeTSi moZraobis regulirebisaTvis, agreTve<br />
sxvadasxva gadasaxadi arsebobs. niu-iorkis, san-franciskos,<br />
los-anJelesisa da sxva qalaqebis quCebSi, pikis saaTeb-<br />
Si, mimdinareobs moZraobis monitoringi. ekonomistebi aRniSnaven,<br />
rom avtosatransporto sacobebi gadasaxadebis<br />
ararsebobiTaa ganpirobebuli. problemis gadaWris gzas ki<br />
SemdegSi xedaven: aiZuleT, gadaixadon!<br />
sainteresoa, rom san-diegoSi mZRolebi xSirad iyeneben<br />
e. w. HOV-s (maRali gamtarianobis satransporto arteriebs),<br />
magram maT unda gadaixadon safasuri, romelic regulirdeba<br />
SuqniSnis intensivobis Sesabamisad, drois konkretul<br />
monakveTSi. gadasaxadi ara pikis saaTebSi 0.50 dolaris<br />
tolia, pikis saaTebSi ki — 4 dolarisa manqanis marTvis xarjebis<br />
gazrda gamoiwvevs imas, rom momxmareblebi ivlian ara<br />
pikis saaTebSi an alternatiul satransporto saSualebebs<br />
gamoZebnian.<br />
<strong>marketingis</strong> sistemisadmi kritikosebis mier wayenebuli<br />
kidev erTi braldeba kulturuli dabinZurebaa. reklama<br />
gamudmebiT utevs adamianTa grZnobebs. televiziaSi seriozul<br />
programebs reklama wyvets; sareklamo gverdebi<br />
Crdils ayenebs Jurnal-gazeTebs; bilbordebi faravs lamaz<br />
xedebs. isini adamianis gonebas gamudmebiT abinZurebs materializmis,<br />
seqsis, Zalauflebisa Tu statusis mopovebis<br />
propagandiT. miuxedavad imisa, rom adamianTa umravlesoba<br />
reklamas ase uaryofiTad ar ganixilavs (zogierTi imasac ki<br />
fiqrobs, rom es satelevizio programebis saukeTeso nawilia),<br />
kritikosebi am sferoSi cvlilebebisaken mouwodeben.<br />
<strong>marketingis</strong> samsaxurebi `komerciuli xmauris” braldebebs<br />
Semdegi argumentebiT pasuxoben: pirveli — isini imedovneben,<br />
rom reklama, pirvel rigSi, miznobriv auditorias miaRwevs.<br />
magram sakomunikacio arxebis masobrivi xasiaTis gamo,<br />
zogierTi reklama miwvdeba imaTac, romelTac produqti ar<br />
ainteresebT da Sewuxebulnic ki arian maTi SemoteviT. adamianebi,<br />
romlebic maTTvis saintereso Jurnalebs yiduloben, magaliTad,<br />
Vogue an Fortune, aq ganTavsebuli reklamebis gamo, iSviaTad<br />
gamoTqvamen pretenziebs, radgan Jurnalebi swored misi<br />
mkiTxvelisaTvis saintereso produqcias uwevs reklamas. meore,<br />
reklamebis umravlesoba televiziebsa da radioSi momxma-<br />
385
eblisaTvis ufasod gadis, rac Jurnal-gazeTebis fass amcirebs.<br />
bevris azriT, reklama mcire safasuria am sargeblisaTvis.<br />
da bolos, dRevandel momxmareblebs aqvT alternativa. magaliTad,<br />
maT SeuZliaT satelevizio reklamebi pultis saSualebiT<br />
droebiT gaTiSon an sulac Tavi aaridon maT, isargeblon<br />
ra uamravi sakabelo Tu satelituri arxiT reklamis gare-<br />
Se. amdenad, momxmareblis yuradRebis misapyrobad, reklamebis<br />
Semqmnelebi TavianT sareklamo rgolebs ufro gasarTob da informaciul<br />
xasiaTs aZleven. kritikis meore amosavali wertilia<br />
is faqti, rom biznesi Zalian did politikur Zalas flobs.<br />
`navTobis,” `Tambaqos,” `avto” da `farmacevtuli nawarmis” senatorebi<br />
mxars uWeren industriis interesebs sazogadoebrivi<br />
interesebis winaaRmdeg. reklamis Semqmnelebs adanaSauleben<br />
imaSi, rom isini Zalian did zegavlnas axdenen masmediaze, zRudaven<br />
mis uflebas, damoukidebeli da obieqturi informacia<br />
miawodon auditorias.<br />
amerikeli mwarmoeblebi icaven da stimulirebas uweven<br />
sakuTar interesebs. maT ufleba aqvT, yovelive es kongressa<br />
da masmediaSi gamoxaton, miuxedavad imisa, rom maTi<br />
gavlena SesaZloa Zalze didi iyos. sabednierod, bevri biznesinteresi,<br />
romelic manamde xelSeuxebeli iyo, dRes sazogadoebriv<br />
interesebs daemorCila. magaliTad, Standard Oil-i,<br />
1911 wels, daixura; xolo xorcis SefuTvis industrias,<br />
1900-iani wlebis dasawyisSi, mweral epton sinkleris samxilis<br />
Semdeg, sanqciebi daekisra. senatorma raof naderma Semoitana<br />
kanoni, romlis Tanaxmad avtomobilebis industrias<br />
bevrad usafrTxo manqanebis warmoeba daevala. qirurgiis<br />
asociaciis wardgenis safuZvelze ki, sigaretis mwarmoebelma<br />
kompaniebma sigaretis kolofebze jamrTelobis gamafrTxilebeli<br />
etiketebis mimagreba daiwyes.<br />
sul axlaxan, iseTma gigantebma, rogorebic arian<br />
AT&T, R.J. Reynolds-i, Intel-i da Microsoft-i igrZnes maregulirebeli<br />
organoebis gavlena, romlebic eZeben gzebs didi biznesis<br />
interesebsa da sazogadoebriv interesebs Soris balansis<br />
dasamyareblad. ufro metic, imis gamo, rom media sareklamo<br />
Semosavals sxvadasxva sareklamo SemkveTisagan iRebs,<br />
erTi an ramdenime maTganis zegavlenisaTvis winaaRmdegobis<br />
gaweva maTTvis advilia. biznesis gadaWarbebuli zewolis Sedegad<br />
warmoiqmneba kontrZala, romelic am Zlier interesebs<br />
amowmebs da axdens mis kompensacias.<br />
386
kritikosebi, agreTve, aRniSnaven, rom firmis marketingul<br />
saqmianobas SeuZlia ziani moutanos sxva firmebs da<br />
Seamciros konkurencia. es sam ZiriTad problemas gulisxmobs:<br />
konkurentebis SeZena, marketinguli praqtika, romelic bazarze<br />
SeRwevis barierebs qmnis da arajansaRi konkurenciis marketinguli<br />
praqtika.<br />
kritikosebi amtkiceben, rom firmebi zaraldebian da<br />
konkurencia mcirdeba, rodesac firma farTovdeba konkurentebis<br />
SeZenisa da ara sakuTari axali produqciis ganvi-<br />
Tarebis gziT. industriis swrafma zrdam da misma konsolidaciam<br />
bolo aTwleulebis ganmavlobaSi gamoiwvia axali,<br />
Zlieri konkurentebis STanTqma da, amgvard, konkurenciis<br />
Semcireba. TiTqmis yvela ZiriTad sferoSi — sacalo vaWroba,<br />
garToba, finansuri momsaxureba, komunaluri dawesebulebebi,<br />
transporti, avtomobilebi, telekomunikacia, jandacva<br />
— mniSvnelovani konkurentebis procenti sul ufro<br />
mcirdeba.<br />
firmebis Sesyidva kompleqsuri sakiTxia. Sesyidvebi,<br />
zogjer, SesaZloa kargic iyos sazogadoebisaTvis. Semsyidvelma<br />
kompaniam SeiZleba moipovos e. w. `masStaburi ekonomikis<br />
upiratesobebi,” rasac moyveba ufro mcire xarjebi da,<br />
Sesabamisad, mcire fasebi. kompaniam, romelsac kargad mar-<br />
Taven, SesaZloa SedarebiT cudad marTul kompanias gauswros<br />
da misi efeqtianoba gaaumjobesos. industria, romelic<br />
Zlier konkurentunariani ar iyo, ganxorcielebuli<br />
Sesyidvebis Semdeg, SesaZloa ufro konkurentunariani gaxdes.<br />
Tumca, Sesyidvebi (Serwyma) sazianoc SeiZleba iyos da,<br />
aqedan gamomdinare, maT regulirebas mTavroba uwevs.<br />
kritikosebis TqmiT, marketinguli qmedebebi, zogjer,<br />
axal firmebs industriaSi Sesasvlel gzas uRobavs. did marketingul<br />
firmebs SeuZliaT gamoiyenon patentebi da stimulirebis<br />
didi danaxarjebi; maT, aseve, SeuZliaT mimwodeblebisa<br />
da dilerebis `dabma” konkurentebis gasadevnad. isini,<br />
vinc SeSfoTebulni arian antimonopoliuri regulirebiT,<br />
aRiareben, rom zogierTi barieri biznesis didi masStabiT<br />
warmoebis ekonomikuri upiratesobis bunebrivi Sedegia. sxva<br />
barierebis warmoSobas iwvevs arsebuli da axali kanonebi.<br />
magaliTad, zogierTma kritikosma sareklamo danaxarjebze<br />
progresuli gadasaxadi SesTavaza, raTa Semcirdes gayidvis<br />
387
xarjebis, rogorc bazarze SaRwevisaTvis mTavari barieris<br />
roli.<br />
dabolos, zogierTma firmam gamoiyena arajansaRi konkurenciis<br />
marketinguli praqtika, raTa ziani mieyenebina<br />
sxva firmebisaTvis an gaenadgurebina isini. maT SeiZleba<br />
xarjebze dempinguri fasebi daaweson, mimwodeblebs biznesidan<br />
gaZevebiT daemuqron an konkurentebis produqtebis<br />
myidvelebze iqonion zegavlena. mravali kanoni moqmedebs<br />
aseTi mtacebluri konkurenciis winaaRmdeg.<br />
konkurentebma da kanonmdeblebma giganti kompania<br />
Microsoft-i mtaceblur (Bundling) qmedebebSi daadanaSaules. es<br />
is terminia, romelic Microsoft-is saqmianobis aRsawerad gamoiyeneba.<br />
kompania gamudmebiT amatebs axal niSan-Tvisebebs<br />
Windows-is operaciul sistemas, romelic amerikaSi 90 procentze<br />
met desktop-kompiuterebzea dayenebuli. imis gamo,<br />
rom myidvelebi, ZiriTadad, Windows-ze arian mijaWvulni,<br />
kompaniisaTvis advilia maTTvis axali kompiuteruli programis<br />
SeTavazeba maSinac ki, Tu konkurentebi ukeTes produqtebs<br />
qmnian. es aviwroebs konkurencias, amcirebs arCevans<br />
da aferxebs inovacias. magaliTad, gulmodgine Sromis<br />
Sedagad, liderobis mizniT ara marto operaciul sistemeb-<br />
Si, aramed internetSic, kompaniam Tavisi Internet Explorer-is<br />
brauzeri Windows-is programas miaba. amas mTavrobis mxridan<br />
antimonopoliuri kanonebis amoqmedeba moyva, rac Microsoftis<br />
konkurentTaTvis xelsayreli iyo. sabolood, veb-brauzingis<br />
novatorma kompania Netscape-ma dainaxa, rom misi bazris<br />
wili mkveTrad Semcirda im mizeziT, rom igi cdilobda<br />
gaeyida is, rasac Microsoft-i ufasod iZleoda. konkurentebi<br />
da mTavroba Tvlian, rom Microsoft-is qmedebebi mtacebluria.<br />
17.2. moqalaqeTa (momxmarebelTa) moqmedebani <strong>marketingis</strong><br />
regulirebisaTvis<br />
biznesisaTvis damaxasiaTebeli ekonomikuri Tu socialuri<br />
Taviseburebebidan gamomdinare, aRmocenda moZraobebi,<br />
romlebic bizness drodadro ganviTarebis swori mimar-<br />
Tulebisaken miuTiTeben. arsebobs ori aseTi ZiriTadi moZ-<br />
388
aoba: momxmarebelTa moZraoba da garemos damcvelTa moZraoba.<br />
amerikuli biznesfirmebis winaaRmdeg momxmarebelTa<br />
organizebuli moZraobis sami SemTxvevaa cnobili. momxmarebelTa<br />
pirveli moZraoba 1900-iani wlebis dasawyisSi warmoiSva.<br />
igi gamoiwvia mzardma fasebma, upton sinkleris gamosvlebma<br />
xorcis industriaSi arsebuli viTarebis Sesaxeb da<br />
wamlebis garSemo atexilma skandalma. momxmarebelTa meore<br />
moZraoba warmoSva 1930-iani wlebis Sua periodSi da gamowveuli<br />
iyo, `didi depresiis” dros, samomxmareblo fasebis<br />
zrdiTa da axali skandaliT wamlebis sferoSi.<br />
mesame moZraoba ki 1960-ian wlebSi daiwyo. am droisaTvis,<br />
momxmareblebi metad gaTviTcnobierebulni iyvnen, produqtebi<br />
ki ufro kompleqsuri da potenciurad saxifaTo<br />
gaxda. Sesabamisad, xalxi ukmayofilobas gamoTqvamda amerikuli<br />
institutebisadmi. problemebis gadasaWrelad asparezze<br />
gamoCnda ralf Nneideri, sxva cnobilma mwerlebma ki<br />
didi biznesmenebi fuW da araeTikur saqmianobebSi daadana-<br />
Saules. prezidentma jon kenedim ganacxada, rom momxmareblebs<br />
aqvT ufleba, Tavi igrZnon usafrTxod, iyvnen informirebulni,<br />
hqondeT arCevanis ufleba da rom maTi sityva gaTvaliswinebuli<br />
iqneba. kongresma gamoikvlia garkveuli industriebi<br />
da momxmarebelTa dacvis kanonmdebloba Semoi-<br />
Ro. mas Semdeg, momxmarebelTa bevri jgufi Seiqmna da miRebul<br />
iqna ramdenime Sesabamisi kanoni. momxmarebelTa moZraobam<br />
saerTaSoriso saxe miiRo da Rrmad gaidga fesvebi evropaSi.<br />
1<br />
ra aris momxmarebelTa moZraoba? es moqalaqeebisa da<br />
samTavrobo saagentoebis organizebuli moZraobaa gamyidvelebTan<br />
mimarTebaSi, momxmarebelTa uflebebis gaumjobesebisa<br />
da dacvis mizniT. gamyidvelTa tradiciuli uflebebi<br />
moicavs:<br />
� uflebas, waradginos nebismieri produqti nebismieri<br />
sididiTa da stiliT, imis gaTvaliswinebiT, rom igi<br />
ar aris saxifaTo piradi janmrTelobisa da usafrTxoebisaTvis.<br />
winaaRmdeg SemTxvevaSi, produqts<br />
1<br />
saqarTveloSi pirvelad Seiqmna momxmarebelTa Tbilisis saqalaqo<br />
sazogadoeba 1989 wels g.SublaZis TavmjdomareobiT (ix. gaz.<br />
`zaria vostoka~, 1990 wlis 15 marti).<br />
389
Tan unda axldes specialuri gamafrTxilebeli iarliyi;<br />
� uflebas, daados produqts nebismieri fasi ise, rom<br />
ar moaxdinos erTgvarovan myidvelebs Soris diskriminacia;<br />
� uflebas, daxarjos nebismieri raodenobis Tanxa<br />
produqtis stimulirebisaTvis imis gaTvaliswinebiT,<br />
rom es qmedebebi ar iqneba kvalificirebuli,<br />
rogorc arajansaRi konkurencia;<br />
� uflebas, gamoiyenos produqtis Sesaxeb nebismieri<br />
Setyobineba imis gaTvaliswinebiT, rom igi Secdoma-<br />
Si ar Seiyvans myidvels da iqneba keTilsindisieri<br />
rogorc Sinaarsobrivad, ise aRsrulebis mxriv;<br />
� uflebas, gamoiyenos yidvis nebismieri wamaxalisebeli<br />
sqema, Tu igi ar iqneba SecdomaSi Semyvani an<br />
aramarTebuli.<br />
myidvelTa tradiciuli uflebebis dacva moicavs:<br />
� uflebas, hqondes imedi produqtis usafrTxoebisa;<br />
� uflebas, moelodes usafrTxo produqtis niSan-<br />
Tvisebebis damTxvevas deklarirebul monacemebTan;<br />
� uflebas, ar SeiZnos is produqti, romlis Sesyidvasac<br />
sTavazoben.<br />
am uflebaTa Sedarebisas, bevri miiCnevs, rom balansi<br />
gamyidvelis sasargeblod irRveva. marTalia, myidvels SeuZlia<br />
uari Tqvas yidvaze, magram, rogorc kritikosebi aRniSnaven,<br />
myidvels aqvs Zalze mcire informacia, ganaTleba da<br />
dacva, raTa miiRos swori gadawyvetileba gamocdil gamyidvelTan<br />
dapirispirebisas. momxmarebelTa damcvelni damatebi-<br />
Ti samomxmareblo uflebebisaken mouwodeben:<br />
� ufleba, iyvnen kargad informirebulni produqtis<br />
mniSvnelovan aspeqtebze;<br />
� ufleba, iyvnen daculni saeWvo produqtebisa da<br />
marketinguli qmedebebisagan;<br />
� ufleba, gavlena moaxdinon produqtebsa da marketingul<br />
saqmianobebze, rac `cxovrebis xarisxs” gaaumjobesebs.<br />
TiToeul am SemoTavazebas, momxmarebelTa damcvelebis<br />
mxridan, ufro specifikuri winadadebebi mohyva. zogadad,<br />
es aris ufleba, iyvnen informirebulni, kerZod ki,<br />
390
icodnen namdvili procenti kreditze (informacia gasesxebisas),<br />
namdvili xarji brendis TiToeul erTeulze (individualuri<br />
faswarmoqmna), produqtSi ingredientebis Semcveloba<br />
(ingredientTa etiketebi), kvebis produqtebis faseuloba<br />
(kvebis etiketebi), produqtis siaxle (gamoSvebis namdvili<br />
TariRi) da produqtis namdvili sargebeli (reklamis<br />
sinamdvile). winadadebebi, romlebic dakavSirebulia momxmarebelTa<br />
dacvasTan, gulisxmobs biznesTaRliTobis Sem-<br />
TxvevaSi, momxmarebelTa uflebebis gamyarebas, produqtis<br />
usafrTxoebis moTxovnasa da ufro meti Zalauflebis micemas<br />
samTavrobo saagentoebisaTvis. winadadebebi, romlebic<br />
ukavSirdeba cxovrebis xarisxs, moicavs im ingredientebis<br />
kontrols, romelnic Seadgenen konkretul produqts Tu<br />
SefuTvas, sareklamo `xmauris” Semcirebas da, momxmarebel-<br />
Ta interesebis dasacavad, maTi warmomadgenlebis miRebas<br />
kompaniis direqtorTa sabWoSi.<br />
momxmareblebs aqvT ara mxolod ufleba, aramed pasuxismgeblobac,<br />
daicvan sakuTari Tavi nacvlad imisa, rom es funqcia<br />
sxvas gadaabaron. momxmareblebs, romlebic Tavs motyuebulad<br />
grZnoben, samoqmedod ramdenime varianti aqvT, maT Soris<br />
kontraqti kompaniasa da mediasTan, urTierToba federalur,<br />
Statebisa Tu adgilobriv saagentosTan an sasamarTlos-<br />
Tan.<br />
maSin, rodesac momxmarebelTa damcvelni fiqroben<br />
imaze, Tu ramdenad efeqtianad emsaxureba marketinguli<br />
sistema momxmareblTa survilebs, garemos damcvelni imis<br />
ganxilviT arian dakavebulni, Tu ra gavlenas axdens marketingi<br />
garemoze. amasTan, isini ganixilaven im xarjebs, rac momxmarebelTa<br />
moTxovnilebebisa da survilebis dasakmayofileblad<br />
aris aucilebeli. garemos damcvelTa moZraoba moqalaqeebis,<br />
mesakuTreTa da mTavrobis organizebuli gamosvlaa xalxis<br />
sacxovrebeli garemos dasacavad da gasaumjobeseblad.<br />
garemos damcvelni ar arian <strong>marketingis</strong>a da moxmarebis<br />
procesis winaaRmdegni. MmaT ubralod undaT, rom adamianebma<br />
da organizaciebma garemoze meti mzrunveloba gamoi-<br />
Cinon. isini amtkiceben, rom marketinguli sistemis mizani<br />
araa moxmarebis procesis maqsimalizacia, momxmarebelTa<br />
arCeva an momxmareblis dakmayofileba, aramed cxovrebis xarisxis<br />
gaumjobeseba unda iyos. `cxovrebis xarisxi” ki niSnavs<br />
ara mxolod samomxmareblo saqonlisa da momsaxurebis<br />
391
aodenobasa da xarisxs, aramed garemos xarisxsac. garemos<br />
damcvelebs surT, rom garemos dacvis xarjebi gaxdes rogorc<br />
mwarmoeblis, aseve momxmareblis gadawyvetilebebis<br />
miRebis Semadgeneli nawili.<br />
aSS-Si garemos damcvelTa moZraobis pirveli talRa<br />
1960-ian da 1970-ian wlebSi gamowveuli iyo garemos damcvelTa<br />
jgufebisa da momxmareblebis SeSfoTebiT ekologiuri<br />
sistemis degradaciis gamo; kerZod, madneulis Ria wesiT<br />
mopovebiT, tyeebis gaCanagebiT, mJavuri wvimebiT, atmosferoSi<br />
ozonis fenis gaTxelebiT, toqsikuri narCenebi-<br />
Ta da nagaviT. sazogadoeba, agreTve, ganicdida dasasvenebeli<br />
teritoriebis dakargvasa da janmrTelobasTan dakavSirebuli<br />
problemebis matebas, rac gamowveuli iyo cudi haeriT,<br />
dabinZurebuli wyliTa da qimiuri nivTierebebiT gaJ-<br />
RenTili kvebis produqtebiT.<br />
garemos damcvelTa moZraobis meore talRis iniciatori<br />
ukve mTavroba gaxldaT. aSS-Si 1970-1980-ian wlebSi SemoRebul<br />
iqna kanonebi da maregulirebeli wesebi im industriuli<br />
saqmianobis regulirebisaTvis, romelic zemoqmedebs<br />
garemoze. am talRam zogierT industrias seriozuli<br />
dartyma miayena. metalurgiuli kompaniebi da komunaluri<br />
dawesebulebebi iZulebulni gaxdnen miliardobiT dolaris<br />
investiciebi CaedoT dabinZurebis makontrolebel danadgarebsa<br />
da ZviradRirebul sawvavSi. avtoindustria iZulebuli<br />
gaxda daenerga ZviradRirebuli avtomanqanebis gamonabolqvis<br />
makontrolebeli danadgarebi. SefuTvis industriebs<br />
ki daekisraT gzebis moZieba nagvis Semcirebis mizniT. aRniSnuli<br />
industriebi winaaRmdegobas uwevdnen garemos dacvis<br />
kanonebs, gansakuTrebiT maSin, rodesac maT aiZulebdnen<br />
swori gadawyvetilebebi sakmaod swrafad mieRoT. bevri maTgani<br />
amtkicebs, rom maT mier aRebulma didma xarjebma isini<br />
naklebad konkurentunariani gaxada.<br />
dRes, garemos damcvelTa pirveli ori talRa mesame,<br />
ufro Zlier talRad gardaiqmna, radganac firmebi sakuTar<br />
Tavze iReben pasuxismgeblobas, aranairi ziani ar miayenon<br />
garemos. amgvarad, garemos damcvelebma protestidan prevenciisken,<br />
anu kanonidan pasuxismgeblobisken gadainacvles.<br />
sul ufro meti firma egueba garemos mdgradobis politikas,<br />
romelic ganviTarebis iseTi strategiis SemuSave-<br />
392
as gulisxmobs, rodesac garemo daculia, firma ki — momgebiani.<br />
firmas garemos mdgradobis misaRwevad SeuZlia ganaxorcielos<br />
garemos dabinZurebis prevencia. es niSnavs ufro<br />
mets, vidre garemos dabinZurebis kontroli, rac gulisxmobs<br />
garemos narCenebisgan gasufTavebas maTi warmoqmnis<br />
Semdeg. dabinZurebis prevencia gulisxmobs narCenebis aRmofxvras<br />
an minimumamde dayvanas maT warmoqmnamde. firmebma,<br />
romelnic CarTulni arian prevenciaSi, SeimuSaves `mwvane<br />
<strong>marketingis</strong>” programebi — ekologiurad usafrTxo produqtebis<br />
Seqmna anu xelmeored gadamuSavebadi da biologiurad<br />
daSladi SefuTva, dabinZurebis ukeTesi kontroli da energoefeqtiani<br />
sawarmoo procesebi. maT aRmoaCines, rom SesaZlebelia<br />
erTdroulad iyo `mwvanec” da konkurentunarianic.<br />
am mxriv aRsaniSnavia yvavilebis holandiuri industria garemos<br />
dacvis problemebis TvalsazrisiT:<br />
SezRudul farTobebze yvavilebis intensiuri kultivireba<br />
iwvevda niadagisa da miwisqveSa wylebis dabinZurebas<br />
pesticidebiT, herbicidebiTa da xelovnuri sasuqebiT. garemos<br />
dacviTi maregulirebeli kanonmdeblobis gamkacrebis<br />
Semdeg, holandiuri yvavilebis mwarmoeblebma gaacnobieres,<br />
rom warmoqmnili problemis gadawyvetis efeqtiani<br />
gzaa yvavilebis warmoebaSi e.w. Caketili teqnologiuri ciklis<br />
ganviTareba. amJamad, mowinave holandiul saTburebSi<br />
yvavilebi izrdeba ara niadagSi, aramed specialurad Seqmnil<br />
Caketil mkvebav garemoSi (e. w. hidroponikis principebis<br />
gamoyenebiT, rodesac niadagis nacvlad gamoiyeneba ken-<br />
Webis, matylisa da qviSis narevi, romelsac dozirebulad miewodeba<br />
sakvebi nivTierebebiT gazavebuli wyali). amasTanave,<br />
xdeba wylis cirkulacia da xelaxali gamoyeneba, Semcirebulia<br />
pesticidebisa da herbicidebis gamoyeneba. aseTi<br />
Caketili teqnologiuri cikli uzrunvelyofs mcenareebis<br />
zrdis pirobebis stabilurobas da aumjobesebs produqciis<br />
xarisxsac. Sedegad, miRweulia ara marto garemoze zegavlenis<br />
Semcireba, aramed, amavdroulad, naklebi xarjebi, produqciis<br />
ukeTesi xarisxi da globaluri konkurentunarianobis<br />
zrda.<br />
momdevno etapze firmebs SeuZliaT gamoiyenon e. w.<br />
produqtis gankargva ara marto warmoebis Sedegad gamowveuli<br />
dabinZurebis, aramed garemoze yvela saxis zegavlenis<br />
393
minimalizacia produqtis mTeli sasicocxlo ciklis ganmavlobaSi.<br />
bevri firma, TandaTan egueba garemos dizainis (DFE<br />
design for Enviroment procticen) praqtikas, romelic proeqtirebis<br />
etapze, winaswar gaazrebas gulisxmobs, raTa Seiqmnas<br />
iseTi produqtebi, romelTa aRdgena, xelaxali gamoyeneba<br />
Tu meoradi gadamuSaveba advilia. DFE ara marto garemos SesanarCuneblad<br />
aris kargi, igi SesaZloa Zalze momgebianic<br />
iyos. amis magaliTia Xerox-is korporaciis e.w. ,,gadamuSavebis<br />
menejmentis programa’’ (ARM). Xerox-i ukan ibrunebs lizingiT<br />
gacemul Tavis manqanebs, Slis, Semadgenel komponentebs,<br />
xelaxla amuSavebs da maTi gamoyenebiT axal manqanebs<br />
awyobs. es programa uzrunvelyofs ara marto lizingis<br />
msurvelebs aramarto produqciis ganaxlebiT, aramed Zveli<br />
manqanebis gadamuSavebiT, izogeba firmis fuli. Xerox-is SefasebiT,<br />
ARM-is danazogma nedleulis, SromiTi resursebisa<br />
da narCenebis moSorebis mxriv, 300-400 milioni dolari<br />
Seadgina. 1<br />
gare faqtorebisadmi mdgradobis mesame etapze, firmebi<br />
momavlisken iyurebian da garemos dacvisTvis aucilebeli<br />
axali teqnologiebis Seqmnas gegmaven. bevri organizacia,<br />
romelic dabinZurebis prevenciasa da produqtis xsenebul<br />
gankargvaSi dawinaurda, SezRudulia arsebuli teqnologiebiT.<br />
mTlianad mdgradi strategiebis gansaviTareblad,<br />
maT axali teqnologiebis ganviTareba sWirdebaT.<br />
Monsanto amas soflis meurneobisaTvis saWiro teqnologiebis<br />
SecvliT aRwevs; kerZod, didi raodenobis qimiuri sasuqebis<br />
nacvlad, igi bioteqnologias iyenebs. mcenareebis<br />
zrdis saTanado kontroliT, parazitebis Tavidan moSorebiT,<br />
bioinJineriaze dayrdnobiT da ara pesticidebisa da xelovnuri<br />
sasuqis gamoyenebiT, Monsanto imedovnebs, rom Seasrulebs<br />
Tavis pirobas soflis meurneobis gare faqtorebisadmi mdgradobis<br />
SenarCunebis Taobaze. Monsanto acxadebs, rom misi mizania<br />
im teqnologiebis gankargva, romlebsac Tavad qmnis. maTi<br />
1 Reprinted by permission of Harvard Business Review. From “Beyond Greening:<br />
Strategies for a Sustainable World,” by Stuart L. Hart, January–February 1997,<br />
p. 74. Copyright © 1997 by the President and Fellows of Harvard College; all<br />
rights reserved.<br />
394
TqmiT, `Monsanto-s evaleba kargi xarisxis produqciis miwodeba,<br />
romelsac myidvelisa da garemosaTvis sargebeli moaqvs.”<br />
da bolos, firmas SeuZlia ganaviTaros mdgradobis<br />
xedva, romelic erTgvari gidia momavlisaken. igi aCvenebs,<br />
Tu rogor unda dainergos firmis produqcia da momsaxureba,<br />
procesebi da politikuri kursi da romeli axali teqnologiebi<br />
unda ganviTardes amis misaRwevad. mdgradobis axali<br />
xedva sTavazobs CarCos dabinZurebis gakontrolebis,<br />
produqciis marTvisa da garemos dacvisaTvis saWiro teqnologiebisaTvis.<br />
garemos damcvelTa moZraoba globaluri <strong>marketingis</strong>aTvis<br />
zogierT specifikur gamowvevas warmoqmnis. gamomdinare<br />
iqidan, rom saerTaSoriso biznesis barierebi mcirdeba,<br />
globaluri bazrebi ki farTovdeba, garemos dacvasTan dakavSirebul<br />
sakiTxebs sul ufro meti gavlena aqvT saerTa-<br />
Soriso biznesze. CrdiloeT amerikis, dasavleT evropisa da<br />
sxva ganviTarebuli regionebis qveynebi garemos dacvis<br />
mkacr standartebs qmnian. magaliTad, aSS-Si, 1970 wlidan moyolebuli,<br />
garemos dacvis or aTeulze meti kanoni moqmedebs<br />
da rogorc bolo drois movlenebi aCveneben, mosalodnelia<br />
kontrolis kidev ufro gamkacreba. CrdiloeT amerikis<br />
Tavisufali vaWrobis (NAFTA) SeTanxmebis Tanaxmad, Seiqmna komisia,<br />
romelmac unda gadaWras garemos dacvasTan dakavSirebuli<br />
problemebi. axlaxan, evrokavSirma daamtkica kanoni `end-oflife”<br />
(sicocxlis dasasruli), romelic manqanebis mwarmoeblebs<br />
avalebs maT mier warmoebuli Zveli manqanebis sul mcire 80 procentis<br />
gadamuSavebas an modernizebas, xelaxla gamoyenebis mizniT.<br />
evrokavSiris ,,eko-menejmentis da auditis’’ programa sTavazobs<br />
garemos dacvis TviTregulirebis instruqciebs.<br />
miuxedavad amisa, garemos dacvis politika yvela qveyanaSi<br />
gansxvavebulia da msoflio masStabis standartebs kidev<br />
didxans unda velodoT. Tumca, iseTma qveynebma, rogoricaa<br />
dania, germania, iaponia da aSS, garemos dacvis politika<br />
ukve ganaviTares da sazogadoebis molodinic gaamar-<br />
Tles; didma qveynebma — CineTma, indoeTma, braziliam da ruseTma<br />
ki, aRniSnuli politikis ganviTareba mxolod axlaxans<br />
daiwyes. ufro metic, garemo faqtorebs, romlebic gavlenas<br />
axdenen erTi qveynis momxmareblebze, SesaZloa sxva qveynis<br />
warmomadgenlebze aranairi zegavlena ar iqonion. magali-<br />
395
Tad, gamagrilebeli sasmelebis PVC boTlebis gamoyeneba SeuZlebelia<br />
Sveicariasa da germaniaSi, Tumca maT upiratesobas<br />
aniWeben safrangeTSi, sadac maTi gadamuSaveba xdeba. ase<br />
rom, saerTaSoriso firmebs uZneldebaT garemos dacvis ise-<br />
Ti standartuli qmedebebis ganviTareba, romlebic mTel<br />
msoflioSi erTnairad imuSavebs. amdenad, isini qmnian Ziri-<br />
Tad politikas, Semdeg ki misgan ayalibeben programebs, romlebic<br />
adgilobriv kanonmdeblobasa da sazogadoebis molodinzea<br />
morgebuli.<br />
sakanonmdeblo baza, romelic mTel msoflioSi biznesze<br />
axdens zegavlenas, wlebis ganmavlobaSi, daixvewa. aSS-Si<br />
arsebobs bevri kanoni, romlebic moicaven iseT sakiTxebs,<br />
rogoricaa konkurencia, samarTliani vaWroba, garemos dacva,<br />
produqtis usafrTxoeba, reklamis realoba, momxmareblis<br />
konfidencialoba, SefuTva da markireba, faswarmoqmna<br />
da sxv. evrokomisia aqtiurad qmnis kanonebs, romlebic exeba<br />
konkurentul qcevas, produqtis standartebs, mwarmoeblis<br />
valdebulebebsa da komerciul garigebebs evrokavSiris<br />
qveynebisaTvis.<br />
zogierTma qveyanam Zlieri samomxmareblo kanonmdeblobis<br />
danergvaSi aSS-sac ki gauswro. magaliTad, norvegia<br />
krZalavs gayidvebis ramdenime formis stimulirebas — savaWro<br />
markebs (trade stamps), produqtisTvis Sejibrsa (contest)<br />
da premialur fasebs (premiums), radganac maT produqtis<br />
stimulirebis araswor da arasamarTlian saSualebad miiCnevs.<br />
tailandis mTavroba iTxovs mwarmoeblebisgan iseTi<br />
produqciis gamoSvebas, romelic mcire Semosavlebis mqone<br />
momxmareblebisaTvis iqneba xelmisawvdomi. indoeTSi kvebis<br />
produqtebis mwarmoebel firmebs unda gaaCndeT specialuri<br />
mtkicebuleba, raTa gamouSvan brendi, romelic bazarze<br />
ukve arsebuli produqtis dublikats warmoadgens, rogoricaa,<br />
magaliTad, Coca-Cola an brinjis axali nairsaxeoba.<br />
aSS-Si arsebobs araerTi kanoni, romelic Seqmnilia<br />
mTlianad qveynis, Statebisa Tu adgilobrivi masStabebiT da<br />
isini xSirad erTmaneTs faraven. aspirini, romelic dalasSi<br />
iyideba, kontroldeba rogorc federaluri kanoniT iarliyebis<br />
Sesaxeb, aseve texasis kanoniT reklamis Sesaxeb. ufro<br />
metic, kanonebi mudmivad icvleba — is, rac wina wels nebadarTuli<br />
iyo, dRes SeiZleba aikrZalos da — piriqiT. marke-<br />
396
tingis samsaxurebma bevri unda imuSaon, raTa kanonTa am<br />
cvlilebebsa da maT interpretaciebs misdion.<br />
biznesis kanonmdebloba ZalaSi konkretuli mizezebis<br />
gamo Sevida. pirvelia firmebis dacva erTmaneTisagan. miuxedavad<br />
imisa, rom biznesis mesveurebi SesaZloa, xotbas asxamen<br />
konkurencias, isini zogjer mis ganeitralebasac cdiloben.<br />
amgvarad, kanonebs iReben, raTa dafiqsirdes da Tavidan<br />
iqnes acilebuli arasamarTliani konkurencia. aSS-Si aseTi<br />
kanonebi federaluri savaWro komisiisa da generaluri prokuroris<br />
ofisis antimonopoliuri ganyofilebidan momdinareobs.<br />
samTavrobo regulirebis meore mizania momxmarebelTa<br />
uflebebis arasamarTliani biznesqmedebebisagan dacva. zogierTma<br />
firmam regulirebis gareSe SesaZloa cudi produqti<br />
Seqmnas, reklamaSi icruos da momxmarebeli SefuTviTa da<br />
fasiT moatyuos. arasamarTliani biznessaqmianoba gamoaSkaravdeba<br />
da zewolis qveS aRmoCndeba sxvadasxva saagentos<br />
mxridan.<br />
mTavrobis sakanonmdeblo saqmianobis mesame mizania<br />
sazogadoebis interesebis dacva windauxedavi biznesqmedebisagan.<br />
momgebiani biznessaqmianoba yovelTvis ar qmnis<br />
cxovrebis ukeTes xarisxs. kanonebi iqmneba, raTa firmebi sakuTar<br />
Tavze srul pasuxismgeblobas iRebdnen TavianTi<br />
produqciis socioeTikur mxareze.<br />
saerTaSoriso asparezze momuSave <strong>marketingis</strong> specialistebs<br />
urTierToba uwevT aTobiT, ufro metic, asobiT saagentosTan,<br />
romlebic savaWro politikis gasatareblad da<br />
regulirebis mizniT arian Seqmnili. aSS-Si kongresma Camoayaliba<br />
federaluri maregulirebeli saagentoebi, rogoricaa<br />
federaluri vaWrobis komisia (FTC), kvebis produqtebisa<br />
da wamlebis administraciis saagento (FDA), federaluri<br />
komunikaciebis komisia, federaluri energoregulaciis komisia,<br />
samoqalaqo aviaciis sabWo, samomxmareblo produqtis<br />
usafrTxoebis komisia da garemos dacvis saagento. aseT sam-<br />
Tavrobo saagentoebs firmis marketingul saqmianobaze didi<br />
gavlena aqvT. drodadro am saagentoebis momsaxure personali<br />
zedmet simkacres iCens da maTi qmedeba araprognozirebadia.<br />
zogjer am saagentoebSi dominireben advokatebi<br />
da ekonomistebi, romlebsac praqtikuli biznesisa da <strong>marketingis</strong><br />
sferoSi gamocdileba naklebad gaaCndaT. bolo<br />
397
wlebSi federaluri vaWrobis komisiam Tavis momsaxure personals<br />
daumata <strong>marketingis</strong> eqspertebi, romelTac biznesis<br />
kompleqsuri sakiTxebis ukeT gageba SeuZliaT.<br />
axali kanonebis Seqmna da maTi zewolis zrda grZeldeba.<br />
biznesis mesveurebma, produqtebisa da marketinguli<br />
programebis dagegmvisas, am movlenebs Tvali unda miadevnon.<br />
<strong>marketingis</strong> specialistebma is ZiriTadi kanonebi unda<br />
icodnen, romlebic icaven konkurencias, momxmareblebsa da<br />
sazogadoebas. maT unda esmodeT es kanonebi adgilobriv, regionul,<br />
federalur da saerTaSoriso doneze.<br />
Tu mwarmoeblebi SeZlebdnen miwodebis jaWvSi saqonlis<br />
moZraobaze Tvalyuris devnebas, es gamoiwvevda produqciis<br />
droul miwodebas, sainventarizacio da sadistribucio<br />
xarjebis Semcirebas. sacalo movaWreebs saSualeba<br />
eqnebodaT, TavianT maRaziebSi mimdinare vaWrobis dinamikisTvis<br />
miedevnebinaT Tvali, rac maT daexmarebodaT saku-<br />
Tari sasaqonlo maragis marTvaSi, Taroebis SevsebaSi da avtomaturad<br />
xelaxali SekveTebis miRebaSi.<br />
dRes realobaa axali samyaro, romelSic myidvelebisaTvis<br />
Seqmnilia aseTi teqnologiebi. supermarketis rigebs<br />
Soris siarulisas Taroze ganlagebul Tqveni sayvareli sasmelis<br />
6 saxeobas waavlebT xels. Taroze moTavsebuli sensori<br />
arCevans gamoaaSkaravebs da yovelive es Tqveni Soping-baraTis<br />
ekranze reklamis saxiT aisaxeba. reklama gTavazobT<br />
gansakuTrebul marilian wasaxemsebel sakvebs, romelic<br />
Zalze gemrieli iqneboda Tqven mier SerCeul sasmelTan er-<br />
Tad. rodesac Sampunebis ganyofilebas miuaxlovdebiT,<br />
eleqtronuli wamkiTxveli yuradRebiT daaTvalierebs<br />
Tqvens baraTs da aRniSnavs, rom sayvareli brendi ar SegiZeniaT.<br />
`dagaviwydaT Sampuni?~ — Cndeba SekiTxva ekranze. Semdeg,<br />
Soping-baraTi SegaxsenebT, rom sadilisaTvis, romelsac<br />
Tqven gegmavT, aucilebelia esa Tu is Rvino. sayidlebis<br />
Semdeg, sursaT-sanovages aTavsebT erTad da saxlSi midixarT.<br />
gasasvlelSi damontaJebuli skanerebi Tqvens SenaZens<br />
avtomaturad ajameben da sakredito baraTidan danaxarjebs<br />
CamoWrian. saxlSi `manqana-wamkiTxveli~ Tvals adevnebs, romeli<br />
navaWri ikavebs adgils sakuWnaoSi da romeli rCeba mis<br />
gareT. aqedan gamodinare, rodesac maragi iwureba, savaWro<br />
CamonaTvals avtomaturad aaxlebs. kviradRes sadilis dasagegmad<br />
Tqven aTvalierebT indaurs, romelic axlaxan iyi-<br />
398
deT. Cadgmuli Cipi gaZlevT momzadebis instruqciebsa da<br />
ramdenime garniris recepts. Tqven frinvelis xorcs aTavsebT<br />
`sazrian RumelSi~, romelic Cipze Caweril instruqciebs<br />
misdevs da iRebT mSvenivrad Sebrawul indaurs. es arnaxuli<br />
teqnologiaa Tu? ggoniaT, warmoudgenelia? sulac ar<br />
aris Auto-ID Center-isTvis. 1999 wels daarsebulma centrma<br />
unikaluri partnioruli urTierTobebi daamyara TiTqmis<br />
100 globalur firmasTan da msoflios wamyvan kvleviT universitetebTan.<br />
Auto-ID Center-is mizani iyo `samyaros Sesacvlelad...<br />
miecaT firmebisaTvis raRac iseTi, razec dRemde<br />
ocneboben isini — unaklo miwodebis jaWvis xiluloba.~ es<br />
didebuli misiaa. magram amis realobad qceva SesaZloa, albaT,<br />
iseTi marketinguli magnatebisaTvis, rogorebic arian<br />
Wal-Mart, Home Depot, Target, Best Buy, Procter & Gamble, Coca-Cola,<br />
IBM, Gilette, Michelin, US Post Office.<br />
Auto-ID Center-ma Seqmna radiosixSiris pawawina saidentifikacio<br />
gadamcemi (RFID), anu sazriani Cipi, romlis CamontaJebac<br />
Tqven mier nayid nebismier produqtSi SeiZleba. gadamcemi<br />
iseTi pataraa, rom zogierTi maTgani nemsis wverzec<br />
ki moTavsdeba, Tumca SeuZlia daitios kodirebuli informacia,<br />
waikiTxos da gadaweros miwodebis jaWvis monacemebi<br />
nebismier doneze. Auto-IDCenter-is teqnologia mwarmoeblebsa<br />
da sacalo movaWreebs uzrunvelyofs saocari saSualebiT<br />
kvaldakval mihyvnen produqciis maragis cvlilebis<br />
tendenciebsa da gayidvebs. maT CamontaJebuli Cipebi SeuZliaT<br />
gamoiyenon produqtebisaTvis Tvalyuris sadevnad —<br />
dawyebuli nayiniTa da katis sakvebiT, damTavrebuli saburavebiT,<br />
saizolacio masaliTa da reaqtiuli ZravebiT — nabij-nabij<br />
misdion fabrikidan, sawyobebidan, maRaziis Taroebidan<br />
Tu xelmeore gadamuSavebis centrebidan.<br />
Strixkodis sistema dResdReobiT modidan gadis da savaraudod,<br />
sazriani Cipebis sistema Caenacvleba. Strixkodi<br />
xiluli unda iyos, rom skanerma waikiTxos, sazriani Cipi ki<br />
nebismier adgilas SeiZleba moTavsebuli iyos. Strixkodi<br />
mxolod produqtis mwarmoeblis identificirebas axdens,<br />
xolo Cipebs monacemTa bazasTan wyvilSi detaluri informaciis<br />
uzrunvelyofa SeuZliaT individualuri produqtis<br />
Sesaxeb. magaliTad, CamontaJebul sazrian Cips SeuZlia kompania<br />
Borden-is 2-procentiani moxdili rZis konkretuli ga-<br />
399
lonis identificireba — misi warmoebis TariRis, gamoyenebis<br />
vadis, momaragebis jaWvSi adgilmdebareobis dadgena da<br />
sxva damaxasiaTebeli infomarciis miwodeba.<br />
miuxedavad imisa, rom es futuristulad JRers, Auto-<br />
ID-teqnologiam ukve gaiara testireba aSS-sa da gaerTianebul<br />
samefoSi. axlaxan Gillette-ma naxevari miliardi Cipi SeukveTa<br />
da ori RFID sapiloto proeqti ganaxorciela. pirveli<br />
proeqti CamontaJebul gadamcemebs iyenebs, raTa produqtebs<br />
fabrika-qarxnebidan maRaziis Taroebamde Tvali adevnos.<br />
Gillette-i imedovnebs, rom teqnologia momxmareblebis<br />
momsaxurebas gaaumjobesebs da, amavdroulad, Tavis produqciis<br />
marags 25-dan 5 procentamde Seamcirebs. meore proeqtSi<br />
Gillette-ma Wal-Mart-sa da Tesco-s zogierT maRaziebSi informaciis<br />
wamkiTxveli mowyobilobebi Taroebze daamontaJa.<br />
amtkiceben, rom sacalo movaWreni gayidvis procesSi weliwadSi<br />
30 miliard dolarze mets kargaven imis gamo, rom Taroebi<br />
bolomde Sevsebuli ar aris. informaciis wamkiTxveli<br />
Taroze ganTavsebul Gillette-is saparsebs afiqsirebs da roca<br />
saparsTa raodenoba klebulobs, maRaziis momsaxure personals<br />
maT Sevsebas axsenebs. `Cven vicxovrebT samyaroSi, sadac<br />
Taroebi yovelTvis savsea,~ — ambobs Gillette-is vice-prezidenti<br />
globaluri miznebis marTvis sakiTxebSi. informaciis<br />
wamkiTxveli mowyobiloba momsaxure personals aseve<br />
afrTxilebs, rodesac Tarodan didi raodenobiT saparsi<br />
qreba da amiT qurdobas amcirebs.<br />
Michelin-ic atarebs Cipebis testirebas. saburavebis damamzadebeli<br />
firma gegmavs Cipebis CamontaJebas saburavebSi,<br />
romlebic dayenebuli iqneba samgzavro manqanebsa da satvir-<br />
To avtomobilebze. qarxanaSi am CipSi Seiyvanen informacias<br />
produqtis warmoebis drosa da TariRze, saburavis zomasa<br />
da sidideze, qarxnis adgilmdebareobaze, satransporto sa-<br />
Sualebebis saidentifikacio nomrebze.<br />
iseTi megamarketinguli firmebis msgavsad, rogorebic<br />
arian Gillette, Michelin-i da Wal-Mart-i, sazrian Cipebs patara sacalo<br />
movaWreebic iyeneben. modis sacalo movaWre Prada-m<br />
isini axlaxan Tavis niu-iorkis maRaziaSi daamontaJa. iq arsebuli<br />
videoekranebi myidvelis mier SerCeuli nawarmidan<br />
skanirebuli informaciis safuZvelze, aCveneben am produqtis<br />
demonstrirebasa da dizainerTa Canaxatebs. mosazome-<br />
400
el oTaxebSi wamkiTxveli mowyobilobebi yvela im tansacmlis<br />
detalebis identificirebas axdens, romlebsac myidveli<br />
izomebs da amis safuZvelze sTavazobs maT tansacmlis damatebiT<br />
models, zomas, fers an dizains.<br />
aRniSnuli inovaciis gamo, momxmarebelTa umravlesoba<br />
msgavsi mikrogadamcemebis upiratesobas aRiarebs. magram<br />
zogierTi momxmarebeli da maTi uflebebis damcveli pirad<br />
konfidencialobaze wuxs. Tu firmebs SuZliaT momxmareblis<br />
yidvisa da produqtis gamoyenebis process Tvali adevnon,<br />
<strong>marketingis</strong> samsaxurebi Zalze didi raodenobis informacias<br />
moipoveben. `am teqnologiis Semqmnelebi or cecxls<br />
Sua arian: maT SeuZliaT am uzarmazari potencialis gamoyeneba<br />
da, amasTanave, arsebobs SiSi, rom momxmareblebs cru<br />
warmodgenebs Seuqmnian,~ — ambobs erT-erTi analitikosi.<br />
Auto ID-teqnologiis mowinaaRmdegeni aRniSnaven, rom<br />
gadamcemebs moqmedebis SezRuduli diapazoni aqvT, daaxloebiT<br />
20 futamde. amitom momxmareblebis saxlebSi Tu maTi<br />
moZraobis procesSi Cipebidan informaciis wakiTxva TiTqmis<br />
SeuZlebelia, Auto ID-industria aseve muSaobs momxmarebelTa<br />
konfidencialobaze. sxva sakiTxebTan erTad, isini konfidencialobis<br />
gatarebis politikasac ewevian, rac momxmarebels<br />
saSualebas aZlevs, uari Tqvas Cipebze. Auto ID-is konsultantis<br />
mosazrebiT, maTi mTavari misia sulac ar aris momxmareblis<br />
jaSuSoba, aramed maTi ukeTesi momsaxureba. AutoID-is<br />
xedviT, brendis mwarmoeblebsa da sacalo movaWreebs saSualeba<br />
eZlevaT, daadginon zusti dro, awarmoon sworad gaTvlili<br />
stimulireba da, amgvarad, daamyaron momxmarebelTan<br />
pirdapiri kavSiri.<br />
Auto ID-is teqnologia did sargebels moutans rogorc<br />
firmis <strong>marketingis</strong> samsaxurebs, aseve myidvelebs, romelTac<br />
isini emsaxurebian. `varaudi imis Taobaze, rom mikrogadamcemebis<br />
gamoyenebis mizani yidvis procesSi myidvelze zegavlenis<br />
moxdenaa, mtknari sicruea. magram, arc Tu ise Soreul momaval-<br />
Si, igi SeiZleba <strong>marketingis</strong> axali Taobis bazisad iqces,~ - acxadebs<br />
analitikosi.<br />
gazrdilia yuradReba eTikasa da socialurad sapasuxismgeblo<br />
qmedebebze. dawerili kanonebi <strong>marketingis</strong> arasasurvel<br />
gamoyenebas yovelTvis ver zRudavs. miuxedavad amisa,<br />
dawerili kanonebisa da regulirebis garda, bizness, ag-<br />
401
eTve, socialuri kodeqsebi da eTikis progresuli wesebi<br />
aregulirebs.<br />
civilizebuli firmebi TavianT menejerebs Seaxseneben,<br />
Tu `ra aris swori qmedeba~. socialuri pasuxismgeblobis<br />
mqone es firmebi aqtiurad eZeben gzebs, raTa daicvan TavianTi<br />
momxmareblebis interesebi da garemo.<br />
402<br />
17.3. <strong>marketingis</strong> eTika<br />
ukanasknel xanebSi biznesis sferoSi konfliqtebis matebam<br />
da garemos dacvaze gazrdilma zrunvam eTikisa da socialuri<br />
pasuxismgeblobis sakiTxebisadmi axali interesi<br />
gamoiwvia. <strong>marketingis</strong> TiTqmis yvela aspeqti msgavs sakiTxebs<br />
moicavs. vinaidan aseTi sakiTxebi konfliqtur interesebs<br />
exeba, saRad moazrovne adamianebs SeuZliaT mocemul<br />
situaciaSi, moqmedebis swor kurss ar daeTanxmon. amdenad,<br />
bevri industriuli da profesiuli savaWro asociacia saTanado<br />
eTikis kodeqss flobs. axla sul ufro meti firma avi-<br />
Tarebs Sesabamis politikas, samoqmedo strategias da reagirebas<br />
axdens kompleqsuri socialuri pasuxismgeblobis sakiTxebis<br />
mimarT.<br />
eleqtronuli komerciisa da internet<strong>marketingis</strong> gamoyenebam<br />
warmoSva socialuri da eTikuri xasiaTis, kerZod<br />
onlainkonfidencialobis problemebi. magaliTad, veb-gverdis<br />
stumrebi xSirad amarageben firmebs informaciiT, ris<br />
gamoc isini SeiZleba <strong>marketingis</strong> samsaxuris msxverplni gaxdnen.<br />
ufro metic, Intel-i da Microsoft-i maRalteqnologiuri<br />
mikrosqemebisa da programebis gamoyenebaSi daadanaSaules,<br />
risi meSveobiTac personaluri kompiuterebidan informacias<br />
iRebdnen marketinguli miznebisaTvis.<br />
saukeTeso wesebsac ki ar SeuZliaT yvela im rTuli<br />
eTikuri situaciidan gamoyvana, romlebSic <strong>marketingis</strong> samsaxuri<br />
SeiZleba aRmoCndes. 17.1 cxrilSi CamoTvlilia zogierTi<br />
rTuli eTikuri situacia, romlebsac <strong>marketingis</strong> specialistebi<br />
TavianTi karieris ganmavlobaSi SeiZleba waawydnen.<br />
Tu yvela am SemTxvevaSi isini swrafi gayidvisaTvis sa-<br />
Wiro moqmedebebs airCeven, maTi qceva SesaZloa amoralur<br />
qmedebad, ufro metic, amoralurad Sefasdes.
cxrili 17.1<br />
aSS ZiriTadi kanonebi, romlebic aregulireben<br />
saqmianobas <strong>marketingis</strong> sferoSi 1<br />
kanoni daniSnuleba<br />
Sermanis antitrestuli<br />
kanoni (1890)<br />
federaluri kanoni<br />
kvebis produqtebis da<br />
wamlebis Sesaxeb (1906)<br />
krZalavs monopoliasa da saqmianobebs<br />
(fasis fiqsireba, mtacebluri<br />
faswarmoqmnis politika), romlebic<br />
Statebs Soris vaWrobasa da<br />
konkurencias zRudavs.<br />
krZalavs falsificirebuli Tu yalbi<br />
iarliyebis mqone kvebis produqtebis,<br />
wamlebis warmoebasa da gayidvas. am kanoniT<br />
Seiqmna kvebis produqtebisa da wamlebis<br />
administraciis saagento (FDA).<br />
kleitonis kanoni (1914) Sermanis kanonis damateba. krZalavs fasebis<br />
diskriminacias da ekskluziur<br />
urTierTobebs.<br />
kanoni federaluri<br />
vaWrobis komisiis (FTC)<br />
Sesaxeb (1914)<br />
robinson-petmenis aqti<br />
(1936)<br />
awesebs vaWrobis komisias, raTa<br />
akontrolos da gamoasworos<br />
arasamarTliani savaWro meTodebi.<br />
damatebebi Seitana kleitonis kanonSi da<br />
fasTa diskriminacia arakanonier qmedebad<br />
ganmarta. es aqti federaluri vaWrobis<br />
saagentos aZlevs uflebamosi-lebas,<br />
raodenobriv fasdaklebebze daawesos<br />
limitebi, akrZalos zogierTi brokeruli<br />
da mastimulirebeli SeRavaTebi, garda im<br />
SemTxvevebisa, rodesac garkveuli<br />
proporciaa daculi.<br />
viler-liis kanoni (1938) krZalavs yvela arakeTilsindisier,<br />
gaugebrobis Sem-cvel da arasamarTlian<br />
saqmianobas konkurentebTan mimarTebaSi.<br />
kvebis produqtebisa da wamlebis<br />
reklamirebas aqcevs federaluri vaWrobis<br />
saagentos iurisdiqciis qveS.<br />
lanhamis kanoni savaWro icavs da aregulirebs gansakuTrebuli<br />
niSnis Sesaxeb (1946) brendis saxelebsa da savaWro niSnebs.<br />
kanoni erovnuli<br />
saavtomobilo moZraobisa<br />
da usafrTxoebis Sesaxeb<br />
(1958)<br />
kanoni samarTliani<br />
SefuTvisa da iarliyis<br />
1 f. kotleri, dasax. wigni, gv.169.<br />
uzrunvelyofs usafrTxoebis savaldebulo<br />
standartebis Seqmnas manqanebisa da<br />
saburavebisaTvis.<br />
uzrunvelyofs samomxmareblo saqonlis<br />
SefuTvisa da iarliyis datanis<br />
403
Sesaxeb (1966) regulirebas. am kanonis mixedviT,<br />
mwarmoeblebma unda daafiqsiron, ras<br />
Seicavs SefuTva, vin daamzada da ramdens<br />
iwonis igi.<br />
kanoni bavSvTa dacvis<br />
Sesaxeb (1966)<br />
federaluri kanoni<br />
sigaretis iarliyisa da<br />
reklamis Sesaxeb (1967)<br />
kanoni erovnuli garemos<br />
dacvis Sesaxeb (1969)<br />
kanoni samomxmareblo<br />
produqtis usafrTxoebis<br />
Sesaxeb (1972)<br />
magnuson-mosis kanoni<br />
garantiebis Sesaxeb (1975)<br />
kanoni sabavSvo<br />
programebis Sesaxeb (1990)<br />
kanoni kvebis<br />
produqtebis Sesaxeb<br />
(1990)<br />
telefonis<br />
momxmarebelTa dacvis<br />
aqti (1991)<br />
kanoni amerikel<br />
invalidTa dacvis Sesaxeb<br />
(1991)<br />
kanoni onlain reJimSi<br />
bavSvTa piradi<br />
informaciis dacvis<br />
Sesaxeb (2000)<br />
krZalavs saSiSi saTamaSoebis gayidvas.<br />
awesebs standartebs patarebisaTvis<br />
usafrTxo SefuTvisaTvis.<br />
am kanonis Tanaxmad, sigaretis SefuTva<br />
unda Seicavdes Semdeg sityvebs:<br />
`gafrTxileba: jandacvis saministro<br />
gafrTxilebT, moweva mavnebelia Tqveni<br />
janmrTelobisaTvis.~<br />
afuZnebs erovnul politikas garemosTan<br />
mimarTebaSi. 1970 wlis<br />
reorganizaciisPgegmiT Camoyalibda<br />
garemos dacvis saagento (EPA).<br />
afuZnebs samomxmareblo produqtis<br />
usafrTxoebis komisias (CPSC) da avalebs<br />
mas samomxmareblo produqtebisaTvis<br />
usafrTxoebis standartebis danergvas.<br />
aseve, awesebs sasjels im SemTxvevaSi, Tu<br />
es standartebi uxeSad dairRveva.M<br />
federaluri vaWrobis saagentos<br />
saSualebas aZlevs, gansazRvros wesebi da<br />
kanonebi momxmareblis garantiebis Sesaxeb.<br />
aseve, xelmisawvdoms xdis maT gamosworebas<br />
momxmareblebisaTvis.<br />
zRudavs reklamebis raodenobas sabavSvo<br />
satelevizio programebis dros.<br />
moiTxovs, rom kvebis produqtis iarliyebi<br />
detalur informacias Seicavdes produqtis<br />
Sesaxeb.<br />
SuzRudavs <strong>marketingis</strong> samsaxurebs<br />
telefonis, Canawerebisa Tu sxva msgavsi<br />
sistemebis meSveobiT momxmareblebis<br />
mizidvaSi.<br />
icavs invalidebis uflebebs. uzrunvelyofs<br />
maT TavSesafriT, transportiTa da<br />
telekomunikaciiT<br />
krZalavs veb-gverdebze bavSvebisagan piradi<br />
informaciis miRebas mSoblebis Tanxmobis<br />
gareSe da mSoblebs saSualebas aZlevs,<br />
gaakontrolon es informacia.<br />
<strong>marketingis</strong> keTilsindisieri specialistebi moraluri<br />
saxis bevr dilemas awydebian. is, Tu romeli qmedebaa saukeTeso,<br />
xSirad gaugebaria. imis gamo, rom zogierT menejers<br />
404
ara aqvs saTanado moraluri principebi, firmebi korporaciuli<br />
marketinguli eTikis politikis ganviTarebas saWiroeben.<br />
es aris wesebi, romlebsac mTelma organizaciam unda<br />
misdios. am politikurma kursma unda moicvas distributorTa<br />
urTierTobebi, sareklamo standartebi, myidvelTa<br />
momsaxureba, faswarmoqmna, produqciis ganviTareba da eTikis<br />
zogadi standartebi.<br />
ra principebiT unda ixelmZRvanelon firmebma da <strong>marketingis</strong><br />
menejerebma, rodesac saqme moralur da socialur<br />
pasuxismgeblobebs exeba? erT-erTi filosofiis mixedviT,<br />
aseT sakiTxebs bazari da samarTlebrivi sistema wyvets. am<br />
principiT, firmebi da maTi menejerebi ar arian pasuxismgebelni<br />
moraluri gadawyvetilebebis miRebaze. firmebs, romelnic<br />
keTilsindisierni arian, yvelafris gakeTeba SeuZliaT,<br />
ris saSualebasac xsenebuli sistema aZlevs.<br />
meore filosofia pasuxismgeblobas akisrebs ara sistemas,<br />
aramed gaTviTcnobierebul firmebsa da menejerebs.<br />
es ufro metad informirebuli filosofia gulisxmobs, rom<br />
firmas unda gaaCndes `socialuri sindisi”. firmebi da menejerebi<br />
korporaciuli gadawyvetilebebis miiRebisas, unda<br />
xelmZRvanelobdnen maRali standartebis eTikiTa da moraliT,<br />
miuxedavad imisa, Tu ,,ris saSualebas gvaZlevs sistema’’.<br />
istoriam Semoinaxa firmis qmedebaTa uamravi SemTxveva,<br />
romlebic kanonieri, magram Zalze upasuxismgeblo iyo. magaliTad,<br />
,,sufTa kvebis produqtisa da wamlebis kanonis’’ SemoRebamde,<br />
dieturi abebis reklama iuwyeboda, rom adamians,<br />
romelic am abebiT isargeblebda, SeeZlo eWama yvelaferi<br />
nebismier dros da, miuxedavad amisa, wonaSi daeklo. daujerebelia<br />
ara? magram yovelive es sakmaod damajerebli iyo.<br />
rogorc aRmoCnda, e. w. `dieturi danamati” soliteris Wia<br />
gaxldaT. Wiebi saWmlis momnelebel organoebSi ganviTardebodnen<br />
da amisTvis, rasakvirvelia, kargi pirobebic eqnebodaT,<br />
wamlis mimRebi ki, sabolood, sikvdils Caxedavda TvalebSi.<br />
TiToeulma firmam da <strong>marketingis</strong> menejerma unda SeimuSaos<br />
socialuri pasuxismgeblobisa da eTikuri qcevis filosofia.<br />
socioeTikuri <strong>marketingis</strong> koncefciis Tanaxmad,<br />
TiToeulma menejerma unda ganixilos, Tu ra aris kanonieri,<br />
nebadarTuli da ganaviTaros standartebi, romlebic efuZ-<br />
405
neba pirad patiosnebas, sindissa da momxmareblis xangrZliv<br />
keTildReobas.<br />
iseve, rogorc garemos damcvelTa moZraoba, saerTa-<br />
Soriso <strong>marketingis</strong>aTvis metad mniSvnelovania eTikis sakiTxebic.<br />
biznes-standartebi yvela qveyanaSi gansxvavebulia.<br />
magaliTad, aSS-is firmebSi qrTami da Kickback-i (misaRebi<br />
Tanxis nawilis datoveba) miuRebeli da arakanonieria;<br />
samxreT amerikis qveynebSi ki es Cveulebrivi movlenaa. erTerTma<br />
bolo gamokvlevam aCvena, rom sxvadasxva qveynis firmebi<br />
qrTams umetes wilad maSin mimarTaven, rodesac axlad<br />
warmoSobili bazrebis mqone qveynebTan aformeben kontraqts.<br />
yvelaze xSirad, qrTamis faqtebi ruseTsa da CineT-<br />
Si fiqsideba. es qveynebi taivanTan da koreasTan TanamSromloben.<br />
korufcia Cveulebrivi movlenaa indoeTSi, pakistansa<br />
da bangladeSSi; yvelaze naklebad korumpirebul saxelmwifoTa<br />
ricxvSi ki Sedis avstralia, SvedeTi, Sveicaria, avstria<br />
da kanada. Cndeba SekiTxva: unda Seamciros Tu ara<br />
firmam eTikis standartebi, raTa efeqtiani konkurencia gauwios<br />
mdare standartebis mqone qveyanas? erT-erTi gamokvlevisas,<br />
es SekiTxva didi saerTaSoriso firmebis aRmasrulebel<br />
direqtorebs dausves. pasuxi erTsulovani ara iyo.<br />
,,amerikis <strong>marketingis</strong> asociaciam’’ — <strong>marketingis</strong> menejerebisa<br />
da swavlebis saerTaSoriso asociaciam — Seqmna<br />
eTikis normebi, firmebi agreTve aviTareben programebs, ra-<br />
Ta gaacnon menejerebs eTikasTan dakavSirebuli mniSvnelovani<br />
sakiTxebi da daexmaron maT swori pasuxebis povnaSi. isini<br />
atareben seminarebsa da simpoziumebs, qmnian eTikis komitetebs.<br />
ufro metic, bevrma amerikulma firmam daawesa Tanamdeboba<br />
— maRali rangis eTikis oficeri, romelsac evaleba<br />
eTikasTan dakavSirebuli sakiTxebis ganxilva, problemebis<br />
gadaWra da im sakiTxebis mogvareba, romlebic Tanam-<br />
Sromlebs exebaT.<br />
amerikis <strong>marketingis</strong> asociaciis wevrebi valdebulebas<br />
iReben eTikuri da profesiuli kuTxiT. isini erTiandebian<br />
da xelmoweriT adastureben qvemoT mocemul eTikis<br />
normebs, romlebic moicaven Semdeg sakiTxebs:<br />
1. <strong>marketingis</strong> samsaxuris pasuxismgeblobebi. menejerebi<br />
pasuxismgebelni arian TavianTi saqmianobis Sedegebze<br />
da yvela Rone ixmaron, raTa darwmundnen, rom maTi gadawyvetilebebi,<br />
rekomendaciebi da qmedebebi miznad isaxavs sa-<br />
406
zogadoebis nebismieri warmomadgenlis — momxmareblis, organizaciisa<br />
Tu farTo sazogadoebis — moTxovnilebebis<br />
identificirebas, momsaxurebasa da dakmayofilebas.<br />
<strong>marketingis</strong> menejeri profesiul saqmianobaSi unda<br />
xelmZRvanelobdes:<br />
� profesiuli eTikis fundamenturi wesiT: ganzrax<br />
arasdros miayenos ziani;<br />
� daemorCilos yvela Sesabamis kanonsa da wesdebas;<br />
� zustad warmoadginos Tavisi ganaTleba, treiningiT<br />
miRebuli unar-Cvevebi da gamocdileba;<br />
� aqtiurad dauWiros mxari eTikis normebs, moaxdinos<br />
maTi stimulireba da misdios maT praqtikul<br />
saqmianobaSi.<br />
2. patiosneba da samarTlianoba. <strong>marketingis</strong> specialistebma<br />
unda SeZlon TavianTi profesiis erTianobis, patiosnebisa<br />
da Rirsebis mxardaWera da ganzogadeba, risTvisac:<br />
� pirnaTlad unda moemsaxuron momxmareblebs, klientebs,<br />
TanamSromlebs, distributorebs, mimwodeblebsa<br />
da sazogadoebas;<br />
� ar unda miiRon gaucnobiereblad monawileoba interesebis<br />
konfliqtSi yvela monawile mxaresadmi winaswari<br />
SeniSvnebis micemis gareSe;<br />
� marketinguli momsaxurebisaTvis daaweson samar-<br />
Tliani fasebis CamonaTvali, maT Soris, fulis gadaxdiT<br />
an Cveulebrivi da/an legaluri (iuridiuli)<br />
kompensaciis miRebiT.<br />
3. marketinguli gacvliTi procesis monawile mxareebis<br />
uflebebi da movaleobebi. marketinguli gacvliTi<br />
procesis monawileebma unda gaacnobieron, rom:<br />
� SeTavazebuli produqcia da momsaxureba aris usafrTxo<br />
da Seefereba misTvis gankuTvnil samomxmareblo<br />
miznebs;<br />
� SemoTavazebuli produqciisa da momsaxurebis Sesaxeb<br />
gavrcelebuli informacia ar aris yalbi;<br />
� yvela mxare movalea, pirnaTlad Seasrulos sakuTari<br />
finansuri Tu sxva valdebulebebi;<br />
� arsebobs Sesabamisi Siga meTodebi samarTliani regulirebis<br />
da/an mdgomareobis gamosworebisa yidvasTan<br />
dakavSirebuli ukmayofilebis SemTxvevaSi.<br />
407
qvemoT CamoTvlili SeiZleba moicavdes, magram ar Semoifarglebodes<br />
<strong>marketingis</strong> specialistebis Semdegi pasuxismgeblobebiT:<br />
produqciis ganviTarebisa da marTvis sferoSi:<br />
� ganacxados yvela arsebuli riskis Sesaxeb, rac produqciis<br />
an momsaxurebis gamoyenebasTan aris dakav-<br />
Sirebuli;<br />
� gansazRvros produqciis nebismieri komponentis<br />
Canacvleba, ramac SesaZloa Secvalos produqti materialurad<br />
an misi gavlena myidvelis mxridan yidvis<br />
gadawyvetilebaze;<br />
� gansazRvros zedmeti fasnamatis maxasiaTeblebi.<br />
stimulirebis sferoSi:L<br />
� Tavidan aicilos cru an SecdomaSi Semyvani reklamireba;<br />
� gayidvebisas, uari Tqvas maRali zewoliT manipulirebasa<br />
da SecdomaSi Semyvan taqtikaze;<br />
� Tavidan aicilos gayidvebis imgvari stimulireba,<br />
romelic manipulirebasa da TaRliTobas gulisxmobs.<br />
distribuciis sferoSi:<br />
� ar isargeblos produqciis xelmisawvdomobis manipulirebiT,<br />
misi eqsploataciis mizniT;<br />
� marTos marketinguli arxebi iZulebis gareSe;<br />
� ar moaxdinos gadametebuli zegavlena gadamyidvelis<br />
arCevanze, marTos saqonelmoZraoba.<br />
faswarmoqmnis sferoSi:<br />
� ar iyos dainteresebuli fasis fiqsirebiT;<br />
� ar daawesos zedmetad gazrdili (mtacebluri) fasebi;<br />
� nebismieri Sesyidvisas daawesos sruli fasi.<br />
marketinguli kvlevis sferoSi:<br />
� akrZalos gayidvebi an fondebis mozidva kvlevis Catarebis<br />
niRabqveS;<br />
� araswori warmodgenis Seqmnis an Sesaferisi kvlevis<br />
monacemebis gamotovebis Tavidan acilebiT, Seinar-<br />
Cunos kvlevis integrirebuloba;<br />
� Camoayalibos gare mimwodeblebTan da klientebTan<br />
samarTliani urTierTobebi.<br />
408
<strong>marketingis</strong> specialistebi unda acnobierebdes, rom<br />
organizaciuli urTierTobisas maTma qcevam SesaZloa gavlena<br />
moaxdinos sxvebis qcevaze. isini ar unda miemxron, mimarTon<br />
an mxari dauWiron Zaladobas sxvebTan damokidebulebaSi,<br />
iqnebian isini TanamSromlebi, mimwodeblebi Tu momxmareblebi:<br />
1) <strong>marketingis</strong> specialistebma profesiul urTierTobaSi,<br />
privilegirebul informaciasTan dakavSirebiT,<br />
gamoiCinon konfidencialoba da anonimuroba;<br />
2) kontraqtebsa da ormxriv urTierTobebSi, moaxdinon<br />
movaleobebsa da pasuxismgeblobebze drouli<br />
reagireba;<br />
3) Tavi aaridon sxvisi saqmis sakuTar Tavze aRebas, rogorc<br />
srulad, aseve nawilobriv da am samuSaodan,<br />
misi mflobelis an avtoris Tanxmobis gareSe, pirdapiri<br />
sargeblis miRebas;<br />
4) Tavidan aicilon manipulaciebi, romelTa saSualebiT<br />
Tqvens keTildReobas maqsimalurad gazrdiT<br />
sxvebis xarjze.<br />
<strong>marketingis</strong> amerikuli asociaciis (AMA) nebismieri<br />
wevri, romelic mxilebuli iqneba eTikis normebis nebismieri<br />
formiT darRvevaSi, SesaZloa asociaciis wevrobis SeCerebis<br />
an gauqmebis safrTxis winaSe aRmoCndes!<br />
axali aTaswleuli <strong>marketingis</strong> menejerebs bevr SesaZleblobasa<br />
da gamowvevas sTavazobs. mecnierul-teqnologiuri<br />
progresi, dawyebuli telekomunikaciebiT, sainformacio<br />
teqnologiebiTa Tu internetiT da damTavrebuli janmrTelobiTa<br />
Tu garTobiT, sTavazobs menejerebs did marketingul<br />
SesaZleblobebs. miuxedavad amisa, Zalebi socioekonomikaSi,<br />
kulturul da bunebriv garemoSi zrdis SezRudvebs,<br />
romelTa gaTvaliswinebac gardauvalia <strong>marketingis</strong>aTvis.<br />
firmebi, romelTac SeuZliaT myidvelisaTvis axali faseulobis<br />
Seqmna socialuri pasuxismgeblobis gziT, daipyroben<br />
msoflio bazars.<br />
409
410<br />
ganmartebiTi leqsikoni<br />
(glosariumi)<br />
a<br />
agenti — iuridiuli an fizikuri piri, romelic aformebs<br />
yidva-gayidvis garigebebs sxva pris (principalis) interesebisaTvis.<br />
igi ar flobs sakuTrebis uflebas gasayid saqonelze<br />
da Rebulobs sakomisio gasamrjelos mis mier organizebuli<br />
garigebebisaTvis. ganasxvaveben warmoebis, gasaRebis,<br />
Sesyidvebis agentebs. marketingSi agenti ganixileba rogorc<br />
marketinguli (saqonelmoZraobis) arxis SesaZlo rgoli.<br />
adamianiseuli resursebi — individebi, romlebic<br />
floben aucilebel profesiul Cvevebs, motivaciur da personalur<br />
maxasiaTeblebs, rac sakmarisia imisaTvis, rom Cairicxon<br />
firmis (sawarmos) StatSi. adamianiseuli resursebi<br />
konkurentul upiratesobaTa miRwevis didmniSvnelovani<br />
wyaroa, sawarmos muSaobis efeqtianobis amaRlebis rezervia.<br />
amitom mniSvnelovani sakiTxia <strong>marketingis</strong> samsaxuris menejerebisa<br />
da specialistebis (marketerebis) sworad SerCeva.<br />
gansakuTrebul, specifikur Tvisebebs Soris, romlebsac unda<br />
flobdnen isini, gamoyofen Semdegs: 1. codnaTa sistemuroba,<br />
didi erudicia da gonebis are. marketeri unda flobdes<br />
codnas mecnierul-teqnikuri progresis ukanasknel<br />
miRwevaTa sferoSic, warmoebis sferoSic da a. S.; 2. komunikabeluroba.<br />
marketerma unda gamonaxos saerTo ena sxvadasxva<br />
msoflmxedvelobis, Cvevebis, xasiaTis, sxvadasxva regionebsa<br />
da qveynebSi mcxovreb, sxvadasxva sferoSi dasaqmebul<br />
adamianebTan; 3. siaxlisaken swrafva, dinamizmis maRali xarisxi.<br />
dro marketingSi gadamwyveti faqtoria. amasTan dakavSirebiT<br />
zogjer iyeneben termins — `turbomarketingi~,<br />
rac asaxavs misTvis damaxasiaTebel procesebis siswrafes.<br />
anketa — gamokiTxvis furceli raime cnobebis, monacemebis<br />
(informaciis) misaRebad. anketis gamoyenebamde aucilebelia<br />
misi gulmodgined damuSaveba, aprobireba da gamovlenil<br />
naklovanebaTa aRmofxvra. anketis Sedgenisas sa-<br />
Wiroa jerovani yuradReba mieqces sakiTxebis Sinaarss, maTi<br />
gadmocemis formas, terminologiur mxares. anketa ar unda<br />
Seicavdes iseT sakiTxebs, romlebzec ar moisurveben an
Tulia pasuxis gacema. anketis forma gavlenas axdens SesaZlo<br />
pasuxebis Sinaarsze. sakiTxebis formulirebisas aucilebelia<br />
martivi, pirdapiri da erTmniSvnelovani terminebis<br />
gamoyeneba. pirveli SekiTxva unda iyos saintereso da<br />
Zneli sakiTxebi unda daisvas bolos, amasTan sakiTxebis dasma<br />
saWiroa garkveuli logikuri TanmimdevrobiT.<br />
antimonopoliuri kanonmdebloba — samarTlebrivi<br />
aqtebis kompleqsi sabazro ekonomikis qveynebSi, rac mimarTulia<br />
konkurentuli garemos Seqmnisa da SenarCunebisaTvis;<br />
biznesis sxvadasxva sferoebSi monopolizmisa da<br />
arakeTilsindisieri konkurenciis aRkveTa. kanonmdebloba<br />
gansazRvravs SezRudvebs sxvadasxva sameurneo korporaciebis<br />
organizebisas, principebs bazarze konkurentuli brZolis<br />
warmoebisa da xelSekrulebebis dasadebad, agreTve saxelmwifo<br />
organoebis uflebamosilebas Sesabamisi kanonebis<br />
dacvaze.<br />
bevr qveyanaSi dadgenilia saqonlis (momsaxurebis)<br />
konkretuli bazris monopolizaciis dasaSvebi doneebi. Cveulebrivad<br />
antimonopoliuri kanonmdebloba krZalavs korporaciebis<br />
mier SeTanxmebaTa dadebas bazrebis gayofa-danawilebis<br />
DSesaxeb, agreTve fasebis SeTanxmebis Sesaxeb.<br />
axali produqciis damuSaveba — Sromis originaluri<br />
produqtebis (saqonlis) Seqmna, produqtebis gaumjobeseba<br />
da maTi modifikacia, produqtebis axali markebis Seqmna.<br />
es procesi Sedgeba rva etapisagan: ideis generacia, ideis<br />
SerCeva, axali produqcis koncefciis Seqmna da misi danergva,<br />
<strong>marketingis</strong> strategiis damuSaveba, biznesis analizi,<br />
produqtis damuSaveba, sacdeli marketingi da komercializacia.<br />
b<br />
bazari — marketingSi raime produqtebis (saqonlis,<br />
momsaxurebis) arsebuli da potenciuri gamyidvelebisa da<br />
myidvelebis ekonomikur urTierTobaTa sistema. produqti<br />
da masze daxarjuli Sroma bazarze avlenen TavianT socialur<br />
mniSvnelobas, pouloben momxmarebelTa aRiarebas. Tanamedrove<br />
sazogadoebaSi ar aris aucilebeli bazars hqondes<br />
fizikuri adgilmdebareoba. saqonlis prezentaciisaTvis,<br />
misi reklamirebisaTvis, SekveTebis miRebisaTvis far-<br />
411
Tod iyeneben komunikaciebis Tanamedrove saSualebebs myidvelebTan<br />
fizikuri kontaqtebis gareSe (eleqtronuli komercia).<br />
bazris warmoSobisa da arsebobis safuZvelia Sromis<br />
sazogadoebrivi danawileba, sxvadasxva mesakuTreTa arseboba,<br />
pirvel rigSi momxmarebelTa (myidvelTa) moTxovnis Sesabamisi<br />
saqonlisa da momsaxurebis miwodeba, rasac umTavresad<br />
uzrunvelyofs warmoebis sfero. amitom ar aris marTebuli<br />
bazris gaigiveba saqonelmimoqcevis, vaWrobis sferos-<br />
Tan. bazari kvlavwarmoebis mTeli procesis momcveli ekonomikur<br />
urTierTobaTa sistemaa (ix. bazris koniunqtura).<br />
bazris koniunqtura — ekonomikuri situacia, romelic<br />
myardeba bazarze drois gansazRvruli momentisaTvis,<br />
agreTve mizezTa (faqtorTa) erToblioba, romlebic ganapirobeben<br />
mis mdgomareobas. am cnebaSi konkretulad igulisxmeba<br />
gansazRvruli Tanafardoba moTxovnasa da miwodebas<br />
Soris rogorc calkeuli saqonlis (sasaqonlo jgufebis),<br />
aseve mTlianad sasaqonlo da fuladi masis mixedviT.<br />
bazris koniunqtura xasiaTdeba: moTxovna-miwodebis<br />
TanafardobiT; bazris tevadobiT; fasebis doniT; inflaciis<br />
tempebiT; bazris funqcionirebis tendenciebiT; konkurenciis<br />
xarisxiT; <strong>marketingis</strong> strategiis gamoyenebis doniT<br />
da sxva maCveneblebiT. bazris koniunqturaze ganmsaz-<br />
Rvrel gavlenas axdenen: erovnuli ekonomikisa da biznesis<br />
ganviTareba; qveynis safinanso, sakredito, sagadasaxado da<br />
sabaJo politika; saxelmwifos sagareo ekonomikuri kavSirebis<br />
mdgomareoba; qveyanaSi demografiuli situacia. xSirad<br />
bazris koniunqturas aigiveben vaWrobis koniunqturasTan,<br />
rac ar aris marTebuli bazris koniunqtura gacilebiT far-<br />
To cnebaa vaWrobis koniunqturasTan SedarebiT da moicavs<br />
am ukanasknels (ix, vaWrobis koniunqtura, calkeuli saqonlis<br />
bazari, Warbi moTxovna, Warbi miwodeba).<br />
bazris niSi — bazris patara segmenti, romlis farglebSi<br />
moqmedebs konkretuli sawarmo da romelic sxva sawarmo-konkurentebma<br />
an ar SeamCnies, an ar CaTvales Tavis-<br />
Tvis momgebianad. arsebiTad igi aris segmenti segmentSi.<br />
sxvanairad igi aris adgili bazarze, sadac mocemuli sawarmo<br />
budobs (niSi — laT. — bude).<br />
bazarze saqonlis pozicireba — 1. miznobrivi<br />
segmentis an segmentebis arCeva, romlebzec firmas SeuZlia<br />
412
Tavisi konkurentuli upiratesobebis realizeba. 2. marketinguli<br />
saqmianobis mimarTuleba miznobrivi bazrebis arCevis<br />
xaziT, rac gulisxmobs <strong>marketingis</strong> kompleqsis elementebis<br />
da bazris segmentebze produqtebis (saqonlis) poziciebis<br />
analizs konkurentul upiratesobaTa mopovebis xel-<br />
Sewyobis mizniT. sabazro SesaZleblobaTa analizi da gaTvaliswineba<br />
exmareba firmas Seamciros produqtisa da <strong>marketingis</strong><br />
kompleqsis iseTi maxasiaTeblebi, romlebic konkurentebisagan<br />
gansxvavebiT daemyareba sabazro miwodeba-diferenciacias<br />
(ix. bazris wili, produqtis pozicia).<br />
bazris segmentacia — bazris dayofa segmentebad<br />
(nawilebad) — momxmarebelTa calkeul jgufebad, romlebis-<br />
Tvisac damaxasiaTebelia erTtipuri damokidebuleba saqonlis<br />
xarisxisa da fasis mimarT. ganasxvaveben geografiul,<br />
demografiul, fsiqografiul da qceviT segmentacias. bazris<br />
segmentaciis Sedegad ganisazRvreba momxmarebelTa tipebi<br />
(jgufebi).<br />
bazris segmenti — momxmarebelTa erToblioba, romelic<br />
xasiaTdeba SeTavazebul saqonelsa da <strong>marketingis</strong><br />
kompleqsze erTtipuri reaqciiT.<br />
bazris tevadoba — bazarze saqonlis gayidvebis moculoba<br />
naturalur an RirebulebiT gamosaxulebaSi garkveuli<br />
periodis (mag.: weliwadSi) ganmavlobaSi. saerTaSoriso<br />
marketingSi ama Tu im qveynis bazris tevadobis gansazRvrisas<br />
erovnuli warmoebis moculobas amcireben an adideben<br />
eqsport-importis saldos mxedvelobaSi miRebiT, agreTve<br />
iTvaliswineben saqonlis gardamaval marags periodis dasawyisisaTvis.<br />
bazris wili — mocemuli firmis (sawarmos) saqonlis<br />
gayidvebis moculobis Sefardeba yvela firmis analogiuri<br />
saqonlis gayidvebis jamobriv moculobasTan, romlebic<br />
moqmedeben mocemul bazarze. igi aris firmis konkurentuli<br />
poziciis Sefasebis mTavari maCvenebeli. am maCvenebels iyeneben<br />
bazarze saqonlis pozicirebis dros.<br />
barteruli garigeba — garigebis saxe, roca saqoneli<br />
da momsaxureba icvleba sxva saqonelsa da momsaxurebaze<br />
fuladi anazRaurebis gareSe.<br />
biznesi — nebismieri saqmianoba (warmoeba, vaWroba,<br />
momsaxureba da a. S.), romelsac moaqvs mogeba. mewarmeoba<br />
biznesis gansakuTrebuli SemTxvevaa, romelsac am ukanaskne-<br />
413
lisagan ganasxvavebs is, rom masSi, rogorc wesi, igulisxmeba<br />
inovaciuri saqmianoba, axali ideis, proeqtis ganxorcieleba;<br />
saerTod axali saqmis dawyeba-ganxorcieleba mogebis (Semosavlis)<br />
miRebis mizniT (ix. mewarmeoba).<br />
biznesmeni — saqmiani adamiani, vinc eweva bizness; mesakuTrea.<br />
biznesis analizi — axali produqtis (saqonlis) damuSavebis<br />
stadia, romlis drosac avlenen misi gayidvebis savaraudo<br />
moculobas da am maCveneblis efeqtianobas sawarmos<br />
miznebTan SesabamisobaSi.<br />
brendingi — es aris gansazRvruli sasaqonlo markis-<br />
Tvis, saqonlisTvis grZelvadiani samomxmareblo upiratesobis<br />
miniWebis Seqmnis teqnologia (ix. marka).<br />
brokeri — akreditebuli (registrirebuli) Suamavali<br />
agenti (fizikuri piri) saqonlis, fasiani qaRaldebis, valutis<br />
da sxva faseulobaTa myidvelebsa da gamyidvelebs<br />
Soris garigebebis gaformebis dros sasaqonlo da safondo<br />
birJebze, savaluto bazrebze. SuamavlobisaTvis brokeri<br />
Rebulobs gasamrjelos procentis saxiT garigebis Rirebulebidan,<br />
romlis sidide ganisazRvreba mxareTa SeTanxmebiT,<br />
an sabirJo komitetis mier dawesebuli nixris mixedviT. brokerebis<br />
muSaobis efeqtianobis amaRlebis mizniT iqmneba sabrokero<br />
kantorebi, firmebi da maTi filialebi, romelTa<br />
meSveobiT ZiriTadad formdeba garigebebi. brokeri marketingSi<br />
ganixileba rogorc saqonelmoZraobis erT-erTi<br />
rgoli. inglisuri brokeris sininomia germanuli makleri.<br />
biznes-gegma — sawarmoos (firmis) sameurneo saqmianobis<br />
(biznesis) gegma, romelsac ukavia Sualeduri mdgomareoba<br />
sawarmoo gegmasa da <strong>marketingis</strong> wliur gegmas Soris.<br />
biznes-gegma dgeba saqmiani aqtivobis sakmaod farTo miznebisa<br />
da strategiebis gansazRvrisaTvis xuT wlamde periodis<br />
ganmavlobaSi, am aspeqtiT biznes-gegma hgavs strategiul<br />
gegmas, romelic agreTve orientirebulia drois sakmaod<br />
xangrZliv intervalze. aRniSnul gegmebs Soris sxva saerTo<br />
niSnebia axali produqciis damuSavebis an SeZenis, axali<br />
bazrebis aTvisebis sakiTxebis perspeqtiuli mizanmimar-<br />
Tulebis gansazRvrisaTvis sasurveli finansuri Sedegebis<br />
miRwevis mizniT. biznes-gegma, rogorc <strong>marketingis</strong> wliuri<br />
gegmac, emyareba Rrma marketingul kvlevebs. magram <strong>marketingis</strong><br />
gegmisagan gansxvavebiT biznes-gegma ar Seicavs moq-<br />
414
medebaTa programas. masSi mxolod zogadi saxiT gadmocemulia<br />
moqmedebaTa ZiriTadi mimarTulebebi. magaliTad, Tu<br />
strategiul gegmaSi CarTulia axali saqonlis damuSaveba,<br />
biznes-gegmaSi mocemulia agreTve misi realizaciis zogadi<br />
RonisZiebebi resursuli uzrunvelyofis dasabuTebiT. magram<br />
aseTi strategiis konstatacias ar axlavs axali saqonlis<br />
damuSavebis gegma.<br />
biznes-gegmaSi SeiZleba gamoiyos Semdegi ganyofilebebi:<br />
firmis rekvizitebi; biznesis aRwera sakuTrebis formebis<br />
daxasiaTebis CaTvliT; misi arsebuli mdgomareoba da<br />
ganviTarebis perspeqtivebi; firmis marTvis daxasiaTeba menejerTa<br />
mokle avtobiografiuli cnobebis CaTvliT; gamosaSvebi<br />
produqciis daxasiaTeba; ganviTarebis miznebi da<br />
strategia; bazris (bazris segmentebis da maTi tevadobis,<br />
bazris wilis da sxv.) gamokvleva da <strong>marketingis</strong> strategia;<br />
gasaRebis moculobaTa prognozuli Sefasebebi (xuT wlamde<br />
wlebis mixedviT); fondebi da maTi gamoyeneba (saWiro savaluto<br />
saxsrebis dawvrilebiTi dasabuTebiT); kreditis dabrunebis<br />
vadebis dasabuTeba. biznes-gegmaSi centraluri adgili<br />
ukavia <strong>marketingis</strong> gegmas.<br />
biznes-gegmis Sedgenas aqtualuri mniSvneloba aqvs<br />
calkeuli proeqtebis ucxoeli investorebis mier dafinansebasTan<br />
dakavSirebiT. igi aucilebeli dokumentia proeqtebis<br />
konkursSi monawile firmebisaTvis (sawarmoebisaTvis)<br />
da bankebisaTvis.<br />
bostonis matrica sabazo wilis — sasaqonlo<br />
asortimentis analizisa da dagegmvis meTodi iseTi maCveneblebis<br />
dinamikis safuZvelze rogoricaa bazris tevadoba da<br />
mogeba.<br />
g<br />
gamokvleva — pirveladi informaciis Segroveba individebis<br />
pirdapiri gamokiTxvis gziT maTi myidvelobiTi<br />
qcevis gansazRvrisaTvis. igi SeiZleba iyos struqturizebuli<br />
da arastruqturizebuli. pirvel SemTxvevaSi yvela gamosakiTxi<br />
piri pasuxobs erTsa da igive sakiTxebze, meore Sem-<br />
TxvevaSi inertviueri aZlevs SekiTxvebs misaRebi pasuxebis<br />
mixedviT.<br />
415
garemo marketinguli — faqtorebis (Zalebis, pirobebis)<br />
erToblioba. romlebic gavlenas axdenen momxmarebelTa<br />
myidvelobiT unarianobasa da moxmarebis struqturaze.<br />
ganasxvaveben makro da mikro garemos. makro garemoSi Sedis<br />
socialur-ekonomikuri, politikuri, samarTlebrivi,<br />
mecnierul-teqnikuri, kulturuli da bunebrivi faqtorebi,<br />
romlebic zemoqmedeben mikro garemoze. mikro garemo iseTi<br />
faqtorebis erTobliobaa, romlebic uSualod zemoqmedeben<br />
firmis sabazro SesaZleblobebze. igi moicavs: TviT firmis<br />
Zalebs, mimwodeblebs, momxmareblebs, konkurentebs, sazogadoebriobas.<br />
TviT firmis ZalebSi moazreba misi warmateba,<br />
romelic damokidebulia ara marto <strong>marketingis</strong> samsaxurze,<br />
aramed menejmentzec.<br />
garigeba — <strong>marketingis</strong> erT-erTi sakvanZo cneba. igi<br />
afiqsirebs yidva-gayidvis aqts da moicavs SeTanxmebas misi<br />
realizaciis pirobis, vadebis da adgilis Sesaxeb.<br />
gasaRebis stimulireba — waxalisebis RonisZieba-<br />
Ta sistema, romelic mimarTulia saqonlis realizaciis moculobebis<br />
gadidebaze. igi moicavs: momxmarebelTa stimulirebas,<br />
gayidvebis stimulirebas da sawarmos savaWro personalis<br />
stimulirebas.<br />
gacvla — sasurveli produqtis (saqonlis) vinmesagan<br />
miRebis aqti misTvis sanacvlod raimes miwodebis gziT. gacvlis<br />
gansaxorcieleblad aucilebelia Semdegi pirobebi:<br />
rogorc minimum ori mxaris arseboba, romelTagan TiToeuli<br />
unda flobdes raimes, romelic SeiZleba warmoadgendes<br />
faseulobas sxvisTvis; TiToeuli mxaris survili ganxorcieldes<br />
gacvla meore mxaresTan; garigebis mxareTa Tavisufleba<br />
arCevanSi — Sevides gacvlis procesSi Tu ara; mxareTa<br />
TiToeuli maTganisaTvis komunikaciebis ganxorcielebisa<br />
da Tavisi produqtis mitanis (miwodebis) SesaZleblobaTa<br />
arseboba.<br />
d<br />
dakvirveba — pirveladi informaciis Segroveba momxmarebelTa<br />
SerCeuli jgufebis qcevis, gansazRvrul situaciebSi<br />
maTi moqmedebebis Seswavlis gziT (magaliTad, maRaziaSi<br />
myidvelTa qceva).<br />
416
demarketingi — <strong>marketingis</strong> nairsaxeoba, romelic<br />
gamoiyeneba maRali moTxovnis pirobebSi. D<strong>marketingis</strong> amocanaa<br />
moTxovnis droebiTi an mudmivi Semcireba zogierTi uaryofiTi<br />
sabazro movlenis, magaliTad, spekulaciis likvidaciis<br />
mizniT. misi ZiriTadi instrumentebia fasebis mniSvnelovani<br />
momateba, sareklamo kampaniis Sewyveta.<br />
dempingi — saqonlis eqsporti Semcirebuli fasebiT,<br />
e. i. saSinao bazris fasebTan SedarebiT; gasaRebis bazrisaTvis<br />
brZolis erT-erTi saSualeba. am SemTxvevaSi fasi gacilebiT<br />
naklebia im saqonlis komerciuli operaciebis dros<br />
Camoyalibebul fasze, romelic gankuTvnilia eqsportior<br />
qveyanaSi moxmarebisaTvis.<br />
dileri — Suamavali (iuridiuli an fizikuri piri) saqonlis,<br />
fasiani qaRaldebis, valutis yidva-gayidvis garigebebSi.<br />
igi moqmedebs sakuTari saxeliT da sakuTar angariSze.<br />
dilerebs SeuZliaT garigebaTa dadeba erTmaneTTan, brokerebTan,<br />
uSualod klientebTan. dileris Semosavali iqmneba<br />
saqonlis, fasiani qaRaldebis, valutis Sesyidvis da gasayidi<br />
fasebis sxvaobis xarjze. marketingSi dileri ganixileba<br />
rogorc saqonelmoZraobis SesaZlo rgoli.<br />
distributori — damoukidebeli saSuamavlo forma,<br />
romelic axorcielebs saqonlis gasaRebas sacalo movaWreebze<br />
da sawarmoebze mwarmobeli sawarmoebidan misi biTumad<br />
Sesyidvis safuZvelze. urTierTobebi distributorsa da<br />
SemkveTebs Soris regulirdeba saxelSekrulebo wesiT. xel-<br />
SekrulebiT ganisazRvreba sarealizacio saqonlis sabiTumo<br />
fasTan daricxvebis sidide. daricxvebi distributoris<br />
Semosavlis wyaroa da am gziT xdeba mimoqcevis xarjebis kompensacia.<br />
e<br />
embargo — mier qveyanaSi saqonlis da sxva faseuloba-<br />
Ta Semotanisa an qveynidan gatanis akrZalva saxelmwifos.<br />
igi warmoadgens kvotis formas.<br />
erToblivi miwodeba — qveyanaSi warmoebuli saqonlisa<br />
da momsaxurebis jamuri Rirebuleba.<br />
erToblivi moTxovna — qveynis realuri myidvelobiTi<br />
unarianobis maCvenebeli — erToblivi danaxarjebi, romlebic<br />
Sedis kerZo seqtoris moxmareba, saxelmwifo samomxma-<br />
417
eblo xarjebi, Sejamebuli investiciebi da eqsport-importis<br />
danaxarjebis saldo.<br />
v<br />
valuta — 1) calkeuli qveynis fuladi erTeuli (dolari,<br />
lari, marka, franki da sxv.); 2) qveynis fuladi niSnebi,<br />
romlebic gamoiyeneba saerTaSoriso angariSsworebaSi. arsebobs<br />
Tavisuflad konvertirebadi, SezRudulad konvertirebadi<br />
da arakonvertirebadi valuta.<br />
vaWrobis koniunqtura — bazris koniunqturis Semadgeneli<br />
nawili, romelic asaxavs vaWrobis sferos mdgomareobas<br />
drois mocemul momentSi. vaWrobis koniunqturis<br />
maCveneblebia: saqonlis brunvis siCqare; savaWro sawarmoTa<br />
uzrunvelyofa sasaqonlo resursebiT; Tanafardoba saqonelze<br />
fasebis dinamikasa da moTxovnis dinamikas Soris; mimoqcevis<br />
sferos materialur-teqnikuri bazis mdgomareoba;<br />
savaWro sawarmoTa Semosavlianoba; komerciuli riskis xarisxi;<br />
sferoSi dasaqmebulTa ricxovnobis dinamika. vaWrobis<br />
koniunqturis gaigiveba ar SeiZleba bazris koniunqturasTan,<br />
romelic xasiaTdeba maCvenebelTa gacilebiT faqrTo<br />
sistemiT (ix. bazris koniunqtura).<br />
z<br />
zarali — marketingSi produqciis gamoSveba, romelic<br />
ver poulobs gasaRebas momxmarebelTa moTxovnasTan<br />
Seusabamobis gamo asortimentisa da xarisxis mixedviT. garigebiT<br />
(xelSekrulebiT) gaTvaliswinebuli valdebulebiT<br />
gamowveul zarals, rogorc wesi, anazRaurebs valdebulebis<br />
damrRvevi mxare.<br />
zednadebi xarjebi — sawarmos menejmentis da sameurneo<br />
momsaxurebis danaxarjebi (administraciuli personalis<br />
Senaxvis, Senoba-nagebobebisa da sxv.) emateba saqonlis<br />
warmoebis xarjebs da masTan erTad Sedis TviTRirebuleba-<br />
Si.<br />
T<br />
Tavisufali ekonomikuri zona — qveynis regioni<br />
(qalaqi, raioni), romelsac aqvs ucxoeTTan (umTavresad mezobel<br />
qveyanasTan an qveynebTan) damoukidebeli ekonomiku-<br />
ri urTierTobis uflebamosileba. aseT pirobebSi iqmneba<br />
418
xelsayreli sagareo ekonomikuri urTierTobebi nedleulis,<br />
saqonlis, mowyobilobis, teqnologiebis import-eqsportisaTvis.<br />
TviTRirebuleba — produqciis warmoebasa da realizaciaze<br />
sawarmos mier gaweuli danaxarjebis fuladi gamoxatuleba.<br />
TviTRirebulebaSi Sedis nedleulis, saTbobis,<br />
eleqtroenergiis Rirebuleba, ZiriTadi fondebis amortizacia,<br />
xelfasis, warmoebis organizaciisa da marTvis (menejmentis)<br />
xarjebi.<br />
i<br />
imiji — saxe, reputacia; farTo publikis, momxmareblebisa<br />
da klientebis Sexeduleba firmis (sawarmos) presti-<br />
Jis, misi saqonlisa da momsaxurebis Sesaxeb. kargi imijis Seqmna<br />
erT-erTi sakvanZo rgolia bazarze firmis saqonlis win<br />
wawevis, konkurenciul brZolaSi upiratesobaTa miRwevisaTvis.<br />
gamoyofen organizaciis (firmis) imijs, markis imijs<br />
(brends), saqonlis imijs.<br />
importi — saqonlis, teqnologiebis da kapitalis Semotana<br />
qveyanaSi importiori qveynis saSinao bazarze sarealizaciod.<br />
importis moculoba, struqtura da asortimenti<br />
dakavSirebulia mocemuli qveynis ekonomikis masStabebTan,<br />
misi sxvadasxva resursebiT uzrunvelyofasTan, ekonomikuri<br />
da mecnierul-teqnikuri ganviTarebis donesTan.<br />
investireba — saxsrebis dabandeba gansazRvrul sawarmoSi,<br />
saqmeSi mogebis (Semosavlis) miRebis mizniT.<br />
k<br />
kvota — gansazRvruli kategoriis saqonlis raodenobrivi<br />
zRvari, romelic nebadarTulia eqsportis an importisaTvis.<br />
misi dawesebis mizania valutis gacvliTi kursis<br />
SenarCuneba, erovnuli bazris (biznesis) dacva da dasaqmebis<br />
uzrunvelyofa.<br />
klienti — mocemuli firmis (sawarmos) produqciis an<br />
momsaxurebis myidveli. klienti SeiZleba iyos rogorc ker-<br />
Zo piri, ise firma, romelic iZens saqonels (momsaxurebas),<br />
magram ar aris aucilebeli iyos misi momxmarebeli.<br />
komercializacia — mogebis miRebis miznisadmi saqmianobis<br />
daqvemdebareba.<br />
419
komerciuli dagegmva warmoebaSi — <strong>marketingis</strong><br />
procedura, romelic moicavs produqciis SerCevas warmoebisaTvis,<br />
misi komerciuli SesaZleblobebisa da samomxmareblo<br />
Tvisebebis Sefasebas, warmoebis moculobis, vadebis<br />
da adgilis gansazRvras. warmoebis komerciuli dagegmva saqonlis<br />
asortimentis moTxovnilebebTan SesabamisobaSi moyvanis<br />
procesia. igi gulisxmobs iseTi saqonlis arCevas, Sefasebas<br />
da rekomendacias warmoebisaTvis, romelic myidvelTa<br />
moTxovnis dakmayofilebis gziT uzrunvelyofs sawarmos<br />
mier mogebis miRebas. saqonlis warmoebis dagegmva<br />
unda emyarebodes bazris kompleqsur Seswavlas da sawarmos<br />
organizaciul, teqnikur, teqnologiur da resursul uzrunvelyofas.<br />
warmoebis komerciul dagegmvas gansakuTrebuli<br />
mniSvneloba aqvs produqciis axali saxeebis gamoSvebis<br />
dros.<br />
komerciuli saidumloeba — sawarmoo, teqnologiuri,<br />
savaWro, safinanso da sxva sameurneo operaciebis da<br />
maT Sesaxeb dokumentaciebis gasaidumloebaze sawarmos<br />
(firmis) ufleba, romelic kanoniTaa daculi.<br />
komerciuli saqmianoba — obieqtis rentabeluri<br />
funqcionirebis uzrunvelyofis mizanmimarTuli RonisZiebebis,<br />
procedurebis da samuSaoTa saxeebis sistema sabazro<br />
urTierTobaTa pirobebSi. komerciuli saqmianoba yovel-<br />
Tvis orientirebulia mogebis (Semosavlebis) miRebaze. amitom<br />
aseTi saqmianobisaTvis mniSvnelovania moqmedebis an<br />
procedurebis ara xasaiTi, aramed is Sedegi, romelic iyo<br />
daprogramebuli an miRebuli maTi daxmarebiT. komerciul<br />
saqmianobas gaaCnia specifikuri Taviseburebebi da amocanebi<br />
ekonomikis sxvadasxva sferoebsa da rgolebSi. magaliTad,<br />
vaWrobaSi igi warmoadgens mogebis miRebis mizniT saqonlis<br />
realizaciis uzrunvelyofis samuSaoTa procedurebisa da<br />
saxeebis erTobliobas, romlebic Seesabamebian mosaxleobis<br />
(momxmarebelTa) moTxovnas. viwro gagebiT komercias aigiveben<br />
vaWrobasTan, farTo gagebiT ki igi ganixileba rogorc<br />
mogebaze gamiznuli saqmianoba, e. i. biznesi. amitom, `biznesmeni~<br />
da `komersanti~ gamoiyeneba rogorc sinonimebi.<br />
komivoiaJori — firmis (sawarmos) mimomsvleli agenti,<br />
romelic sTavazobs saqonels myidvelebs nimuSebis, katalogebis<br />
da sxv. saSualebiT. misi muSaobis mTavari formaa<br />
piradi kontaqtebi potenciur momxmareblebTan, klienteb-<br />
420
Tan. igi moqmedebs firmasTan vadiani an uvado SromiTi Se-<br />
TanxmebiT, romlis warmomadgenelic aris. komivoiaJori<br />
agentebisa da dilerebisagan gansxvavebiT ar SeiZleba iyos<br />
iuridiuli piri da, rogorc wesi, ar aris uflebamosili dados<br />
garigebebi. Tavis muSaobisaTvis igi Rebulobs an myar<br />
xelfass, an gasamrjelos organizebuli SekveTebis jamis<br />
procentis saxiT.<br />
konkurentunarianoba — saqonlis daxasiaTeba, romelic<br />
asaxavs mis gansxvavebas konkurentis saqonlisagan<br />
konkretuli moTxovnis SesabamisobiT xarisxis da mis dakmayofilebaze<br />
danaxarjebis mixedviT.<br />
konkurentunarianobis menejmenti — niSnavs misi<br />
Semadgeneli elementebis: xarisxisa da servisis (moxmarebis<br />
fasis mimarT) optimaluri Tanafardobis uzrunvelyofas.<br />
konkurencia — 1) metoqeoba firmebs Soris saqonlis<br />
warmoebisa da realizaciis xelsayreli pirobebisaTvis; 2)<br />
sabazro situacia, roca bazarze aris mravali mwarmoebeli<br />
(gamyidveli) da mravali momxmarebeli (myidvelebi).<br />
konkurentebis analizi — mTavari konkurentebis<br />
identifikacia, maTi miznebisa da strategiebis, Zlieri da<br />
susti mxareebis, bazarze qcevis stereotipebis Sefaseba da<br />
amis safuZvelze firmis konkurentuli strategiebis damu-<br />
Saveba.<br />
konkurentuli upiratesoba — bazarze ufro myari<br />
poziciebis mopoveba konkurentebis poziciebTan SedarebiT,<br />
rac miRweulia momxmareblebze ufro iafi saqonlis realizaciis<br />
an kargi xarisxis nawarmis miwodebiT. akrZalulia<br />
konkurentuli upiratesoba arakeTilsindisieri konkurenciis<br />
xarjze. bevr qveyanaSi antimonopoliuri kanonmdeblobis<br />
farglebSi miRebulia kanonebi, romlebic xels uSlian<br />
konkurenciis Sekvecas.<br />
konsignacia — saqonlis gayidvis pirobebi Suamavlebis<br />
sawyobebis meSveobiT, roca Suamavlis sawyobSi Semosul<br />
saqonelze sakuTrebis ufleba rCeba gamyidvels mis myidvelze<br />
gayidvis momentamde. saqonlis Senaxva sawyobSi da misi<br />
momzadeba gasayidad xorcieldeba gamyidvelis xarjze.<br />
konsiumerizmi — moqalaqeTa da saxelmwifo dawesebulebaTa<br />
organizebuli moZraoba, romelic mimarTulia<br />
momxmarebelTa uflebis gafarToebasa da saqonlis mwarmoeblebsa<br />
da gamyidvelebze zemoqmedebis gaZlierebaze. moZ-<br />
421
aobis monawileni aRweven imas, rom TiToeul momxmarebels<br />
hqondes ufleba saqonlis samomxmareblo Tvisebebis Sesaxeb<br />
miiRos amomwuravi informacia; ufleba daicvas Tavi saeWvo<br />
saqonlisa da saeWvo marketinguli RonisZiebebisagan; ufleba<br />
moaxdinos gavlena saqonelsa da marketingul RonisZiebebze<br />
`cxovrebis xarisxis~ amaRlebaSi maTi wvlilis gazrdis<br />
mizniT.<br />
aSS-Si konsiumerizmi gaxda mniSvnelovani Zala, roca<br />
1962 wels prezidentma j. kenedim specialuri weriliT gamoacxada<br />
momxmarebelTa uflebebis deklaracia moxmarebis<br />
usafrTxoebaze, saqonlis maxasiaTeblebis infromaciaze,<br />
saqonlis arCevaze. 1985 wels gaeros generalurma asambleam<br />
daamtkica `saxelmZRvanelo principebi momxmarebelTa interesebis<br />
dacvisaTvis~. bevr qveyanaSi 15 marti aRiniSneba rogorc<br />
momxmarebelTa uflebebis dacvis msoflio dRe.<br />
kontraqti — ori an mravalmxrivi SeTanxmeba, romel-<br />
Sic aRniSnulia mis monawileTa uflebebi da movaleobebi.<br />
kontraqtis sagani SeiZleba iyos saqoneli, momsaxureba, licenziebi,<br />
teqnologiebi da sxv. savaWro kontraqtebi Seicaven<br />
yidva-gayidvis yvela pirobas fasebis CaTvliT, miwodebis<br />
da saqonelze sakuTrebis gamyidvelidan myidvelze gadacemis<br />
pirobebs. kontraqtis sxva saxeebSi xelSekrulebis sagani<br />
SeiZleba iyos an saqonliT sargeblobis, an momsaxurebis<br />
SeTavazebis ufleba. moqmedebis vadis mixedviT kontraqti<br />
iyofa erTjerad da garkveuli periodis ganmavlobaSi miwodebis<br />
kontraqtebad. anazRaurebis formis mixedviT igi<br />
SeiZleba iyos fuladi da sasaqonlo — barteruli an sakompensacio.<br />
l<br />
licenzia — 1) nebarTva, romelsac Rebuloben saxelmwifo<br />
organoebidan saqonlis eqsportsa an importze. eqsportis<br />
da importis licenzia gaicema im SemTxvevaSi, roca<br />
ama Tu im saqonliT (an ama Tu im qveyanasTan) sagareo vaWroba<br />
eqvemdebareba saxelmwifo kontrols. Tu Semotana-gatanisaTvis<br />
saWiroa specialuri nebarTva — licenzia, maSin aseT<br />
kontrols uwodeben licenzirebas; 2) nebarTva, romelic gaicema<br />
patentis mflobelis mier sxva iuridiul an fizikur<br />
pirze gamogonebis komerciul gamoyenebaze, romelic dacu-<br />
422
lia patentiT. sakuTrebis ufleba rCeba patentmflobels.<br />
licenziis obieqti SeiZleba iyos gamogonebis, gamocdilebis,<br />
mecnierul-teqnikuri codnis da a. S. gamoyenebis ufleba.<br />
licenzireba — saerTasoriso marketingSi sazRvargareTis<br />
bazarze gasvlis meTodi, romlis drosac firma —<br />
licenziis mflobeli debs SeTanxmebas sazRvargareTis firmasTan<br />
— licenziis myidvelTan am ukanasknelis mier warmoebis<br />
procesis, savaWro markis, patentis, komerciuli saidumloebis<br />
an sxva raimes gamoyenebis ufleba, rac warmoadgens<br />
faseulobas romelic gansazRvrulia sazRauriT salicenzio<br />
gadasaxdeliT.<br />
m<br />
marka — saxelwodeba, termini, niSani, simbolo, naxati<br />
an maTi kombinacia, romelic gankuTvnilia gamyidvelis produqtis<br />
(saqonlis) identificirebisa da misi konkurentebis<br />
saqonlisagan diferencirebisaTvis. marka,m SeiZleba moicvas<br />
samarko saxeli, samarko niSani da sasaqonlo niSani imisda<br />
mixedviT rogori markebiT iyideba saqoneli. arsebobs<br />
ori saxis marka: mwarmoeblis marka (zogjer agreTve ewodeba<br />
erovnuli marka) da kerZo marka. xSirad momxmareblebi produqtis<br />
(saqonlis) Sesaxeb TavianTi Sexedulebis safuZvelze<br />
ayalibeben mocemuli firmis produqciis markis imijs (ix.<br />
brendi).<br />
marketingi — sawarmos (firmis) warmoeba-gasaRebis<br />
saqmianobis sistema, romelic mimarTulia mogebis misaRebad<br />
samomxmareblo moTxovnis dakmayofilebis safuZvelze misi<br />
Seswavla-prognozirebisa da gacvlis saSualebiT. zogadad<br />
igi aRiarebulia biznesis filosofiad. termin marketings<br />
safuZvlad udevs sityva `market~ — `bazari~ (inglisurad).<br />
amitom <strong>marketingis</strong> cnebaSi gulisxmoben biznesis filosofias<br />
bazris pirobebSi, romelic moiTxovs mis orientacias<br />
momxmarebelTa konkretuli moTxovnis dakmayofilebaze. ar<br />
aris marTebuli, roca marketings ganmartaven rogorc sawarmos<br />
(firmis) marTvis sistemas, meurneobriobis (marTvis)<br />
filosofias da amgvarad aigiveben menejmentTan. Tanamedrove<br />
<strong>marketingis</strong> mTavari principia: ara iyidebodes is, rac<br />
warmoebulia, aramed iwarmoebodes is, rac gaiyideba.<br />
423
marketingi ganixileba agreTve, rogorc meToduri sistema<br />
gamosaSvebi produqtis (saqonlis) asortimentisa da<br />
moculobis, fasebis gansazRvris, miznobrivi bazrebamde saqonlis<br />
dayvanis da misi gasaRebis stimulirebisaTvis momxmarebelTa<br />
dasakmayofileblad.<br />
sazogadoebrivi TvalsazrisiT marketingi procesia,<br />
romlis meSveobiT individumebi produqtebis Seqmnisa da ma-<br />
Ti gacvlis gziT Rebuloben imas, rasac saWiroeben. am process<br />
safuZvlad udevs Semdegi cnebebi: saWiroeba, moTxovnileba,<br />
moTxovna, produqti, gacvla, garigeba, bazari, mogeba.<br />
<strong>marketingis</strong> auditi — mTlianad firmis an misi qvedanayofebis<br />
calkeuli sameurneo erTeulebis marketinguli<br />
saqmianobis miznebis, strategiebis da calkeuli saxeoba-<br />
Ta yovlismomcveli, sistematuri, damoukidebeli da perioduli<br />
Semowmeba. auditis mizania problemebisa da axali SesaZleblobebis<br />
gamovlena da firmis marketinguli saqmianobis<br />
efeqtianobis amaRlebis rekomendaciebis momzadeba. <strong>marketingis</strong><br />
auditi strategiuli kontrolis ganxorcielebis<br />
saSualebaa.<br />
<strong>marketingis</strong> biujeti — firmis <strong>marketingis</strong> gegmis<br />
ganyofileba, romelic asaxavs Semosavlebis, xarjebisa da<br />
mogebis saproeqto sidideebs. Semosavlis sidide sabuTdeba<br />
gayidvebis moculobisa da fasebis saprognozo maCveneblebis<br />
TvalsazrisiT. xarjebi ganisazRvreba rogorc warmoebis,<br />
saqonelmoZraobis da <strong>marketingis</strong> danaxarjebis jami.<br />
<strong>marketingis</strong> damtkicebuli biujeti warmoadgens safuZvels<br />
nedleulisa da masalebis Sesyidvis, warmoebisa da SromiTi<br />
resursebis, saerTod marketinguli saqmianobis dagegmvisaTvis.<br />
<strong>marketingis</strong> xarjebi detalizdeba <strong>marketingis</strong> kompleqsis<br />
calkeuli elementebis mixedviT.<br />
<strong>marketingis</strong> gegma — firmis marketinguli saqmianobis<br />
miznebis, strategiebis, agreTve drois gansazRvrul intervalSi<br />
maTi realizaciis RonisZiebaTa erToblioba. mas<br />
agreTve uwodeben <strong>marketingis</strong> programas. <strong>marketingis</strong> gegma<br />
muSavdeba firmis TiToeuli sameurneo erTeulisaTvis da<br />
moicavs calkeuli saqonlis da <strong>marketingis</strong> kompleqsis calkeuli<br />
elementebis gegmebs. am gegmis Sinaarsis Sesabamisad<br />
muSavdeba samecniero-kvleviTi, warmoebis, servisis da a. S.<br />
gegmebi.<br />
424
ganasxveben <strong>marketingis</strong> taqtikur, rogorc wesi, wliur<br />
da grZelvadian — strategiul gegmebs, romlebic muSavdeba<br />
mTlianad firmis (sawarmos) strategiuli dagegmvis<br />
farglebSi. <strong>marketingis</strong> gegmis ganyofilebebia: anotacia<br />
xelmZRvanelobisaTvis, mimdinare marketinguli situacia,<br />
saSiSroebebi da SesaZleblobebi, <strong>marketingis</strong> miznebi, <strong>marketingis</strong><br />
strategia, moqmedebis programebi, <strong>marketingis</strong> biujeti<br />
da mocemuli gegmis kontroli.<br />
<strong>marketingis</strong> gegmis realizacia — <strong>marketingis</strong><br />
gegmis gardaqmna marketingul RonisZiebebad, romlebic mimarTulia<br />
<strong>marketingis</strong> miznebis misaRwevad.<br />
<strong>marketingis</strong> dagegmva — resursebis gegmiani gamoyeneba<br />
<strong>marketingis</strong> miznebis misaRwevad, e. i. saqmianoba <strong>marketingis</strong><br />
gegmebis dasamuSaveblad.<br />
<strong>marketingis</strong>, rogorc mTlianad sawarmos saqmianobis<br />
dagegmvisas SeiZleba gamoyenebul iqnes sami midgoma: dagegmva<br />
`zemodan qveviT~, dagegmva `qvevidan zeviT~ da dagegmva<br />
`miznebi qveviT — gegma zeviT~. pirvel SemTxvevaSi sawarmos<br />
xelmZRvaneloba adgens miznebs da amuSavebs gegmebs yvela<br />
qvedanayofisaTvis. meore SemTxvevaSi sawarmos sxvadasxva<br />
qvedanayofebi SeimuSaveben sakuTar miznebsa da gegmebs,<br />
romlebic egzavneba xelmZRvanelobas dasamtkiceblad. mesame<br />
SemTxvevaSi xelmZRvaneloba sawarmos SesaZleblobebidan<br />
gamomdinare SeimuSavebs misi saqmianobis miznebs, romelTa<br />
safuZvelze qvedanayofebSi muSavdeba RonisZiebebi, romlebic<br />
mimarTulia am miznebis misaRwevad. metwilad gamoiyeneba<br />
mesame midgoma. arian sawarmoebi, romlebic ar adgenen<br />
<strong>marketingis</strong> gegmebs esenia mcire sawarmoebi (firmebi) romlebic<br />
moqmedeben swrafcvalebad pirobebSi.<br />
<strong>marketingis</strong> kompleqsi — firmis marketinguli saqminaobis<br />
samarTavi elementebis erToblioba, romelTa manipulirebiT<br />
igi cdilobs rac SeiZleba ukeT daakmayofilos<br />
miznobrivi bazrebis (segmentebis) moTxovnilebebi. mas uwodeben<br />
agreTve `marketing-miqss~. farTod gavrcelebulia<br />
koncefcia `4P~, romlis mixedviT <strong>marketingis</strong> kompleqsi<br />
Sedgeba oTxi elementisagan (TiToeuli inglisur enaze iwyeba<br />
asoTi `P~): sasaqonlo politika (`produkt~), fasis politika<br />
(`presi~), gasaRebis politika (`placi~), saqonlis win wawevis<br />
politika (`promouSeni~). zogjer amateben mexuTe elements<br />
— sakadro politikas (`personel~). calkeuli elemen-<br />
425
tebis realizaciis koordinirebuli RonisZiebebi marketinguli<br />
saqmianobis miznebis Sesabamisad CairTveba <strong>marketingis</strong><br />
gegmis SedgenilobaSi. ganasxvaveben individualizebul da<br />
standartizebul <strong>marketingis</strong> kompleqsebs, romlebic um-<br />
Tavresad gamoiyeneba saerTaSoriso marketingSi.<br />
<strong>marketingis</strong> koncefcia 1 — <strong>marketingis</strong> marTvis filosofia,<br />
romlis mixedviT firmis (sawarmos) miznebis miRweva<br />
damokidebulia momxmarebelTa moTxovnis Seswavlis<br />
siRrmesa da misi ufro efeqtian dakmayofilebaze konkurentebTan<br />
SedarebiT. gamoyofen ramdenime koncefcias, romel-<br />
Ta TiToeuli maTgani Seesabameba ekonomikuri ganviTarebisa<br />
da bazris mdgomareobis gansazRvrul etaps: warmoebis ganviTarebis<br />
koncefcia, saqonlis srulyofis koncefcia, komerciuli<br />
Zalisxmevis intensifikaciis koncefcia, sakuTriv<br />
<strong>marketingis</strong> koncefcia da socialur-eTikuri <strong>marketingis</strong><br />
koncefcia. zogjer gamoyofen agreTve <strong>marketingis</strong> kadreb-<br />
Tan muSaobis koncefcias.<br />
marketinguli kvleva — 1) bazris, e. i. momxmareblebis,<br />
konkurentebis, koniunqturis, agreTve firmis Siga (mikro)<br />
garemos, e. i. misi sabazro SesaZleblobebis kompleqsuri<br />
gamokvleva; 2) monacemebis Segroveba, sistematizacia da analizi<br />
marketinguli saqmianobis sxvadasxva aspeqtebis mixedviT.<br />
aseTi kvleva funqciaa, romelic informaciis meSveobiT<br />
<strong>marketingis</strong> samsaxurs (specialistebs) akavSirebs bazreb-<br />
Tan, momxmareblebTan, konkurentebTan, <strong>marketingis</strong> gare garemos<br />
yvela elementTan. informacia gamoiyeneba <strong>marketingis</strong><br />
SesaZleblobebisa da problemebis identifikaciisa da<br />
gansazRvrisaTvis, kerZod, bazris koniunqturis gamokvlevis,<br />
<strong>marketingis</strong> strategiebis arCevisa da SefasebisaTvis,<br />
marketinguli saqmianobis maCvenebelTa monitoringisaTvis.<br />
marketinguli kvlevis procesi moicavs oTx etaps: kvlevis<br />
problemebisa da miznebis gansazRvra; kvlevaTa gegmis damu-<br />
Saveba; kvlevaTa gegmis realizacia; miRebuli Sedegebis interpretacia<br />
da maTi dayvana xelmZRvanelobamde.<br />
edinburgis universitetis (didi britaneTi) <strong>marketingis</strong><br />
profesoris j. hemiltonis azriT, marketinguli kvleva<br />
niSnavs momxmareblisaTvis yuris dagdebas, misi azrisaTvis<br />
yuradRebis miqcevas (kerZod ra undaT adamianebs da ra-<br />
1 SexedulebaTa sistema.<br />
426
tom?), vinaidan sabolood yvelafers gansazRvravs momxmarebeli.<br />
<strong>marketingis</strong> kontroli — <strong>marketingis</strong> strategiebisa<br />
da gegmebis realizaciis Sedegebis efeqtianobis gazomvisa<br />
da Sefasebis procesi, agreTve koreqtirebis moqmedebaTa<br />
ganxorcieleba, rac uzrunvelyofs marketinguli miznebis<br />
miRwevas. arsebobs aseTi kontrolis sami saxeoba: wliuri<br />
gegmebis kontroli, mogebianobis (rentabelobis) kontroli<br />
da strategiuli kontroli. miuxedavad amisa, <strong>marketingis</strong><br />
kontroli emyareba efeqtianobis sxvadasxva maCveneblebis<br />
gamoyenebas.<br />
<strong>marketingis</strong> marTva — firmis miznebis gaTvaliswinebiT<br />
marketinguli saqmianobis analizi, dagegmva, realizacia<br />
da kontroli miznobriv momxmarebelTa moTxovnilebebis<br />
gamovlenisa da dakmayofilebisaTvis. <strong>marketingis</strong> mar-<br />
Tvisas Tanmimdevrulad xorcieldeba: marketinguli analizi,<br />
<strong>marketingis</strong> dagegmva, <strong>marketingis</strong> gegmis realizacia da<br />
<strong>marketingis</strong> kontroli. <strong>marketingis</strong> marTvis saqmianoba firmis<br />
<strong>marketingis</strong> samsaxurebis amocanebTan mimarTebaSi konkretdeba<br />
<strong>marketingis</strong> marTvis procesSi. <strong>marketingis</strong> marTva<br />
emyareba informaciis farTod gamoyenebas momxmareblebis,<br />
konkurentebis, Suamavlebis, sabazro saqmianobis sxva subieqtebis<br />
Sesaxeb. aseT informacias agroveben, aanalizeben da<br />
Semdeg nawildeba igi marketinguli sainformacio sistemis<br />
farglebSi.<br />
<strong>marketingis</strong> marTvis procesi — <strong>marketingis</strong> mar-<br />
Tvis amocanebisa da meTodebis Sinaarsis konkretizacia, agreTve<br />
firmis <strong>marketingis</strong> qvedanayofebis (samsaxurebis)<br />
moqmedebaTa Tanmimdevrobis gansazRvra dasaxuli miznebis<br />
misaRwevad. Tanmimdevruli moqmedebebia: sabazro SesaZleblobaTa<br />
analizi, miznobrivi bazrebis arCeva, <strong>marketingis</strong><br />
kompleqsis damuSaveba da marketingul moqmedebaTa marTva,<br />
romelic moicavs <strong>marketingis</strong> gegmebs, maT realizaciasa da<br />
kontrols (ix. <strong>marketingis</strong> organizacia).<br />
<strong>marketingis</strong> miznebi — maCveneblebi da Tvisebrivi<br />
maxasiaTeblebi, romlebic gansazRvraven sawarmos marketinguli<br />
saqmianobis Sinaarss drois konkretul intervalisaTvis.<br />
igi gadmocemulia <strong>marketingis</strong> gegmis Sesabamis ganyofilebaSi<br />
da Seexeba iseT maCveneblebs, rogoricaa: mogeba, gayidvebis<br />
moculoba da bazris wili.<br />
427
<strong>marketingis</strong> monacemTa baza — arsebul da potenciur<br />
momxmareblebze monacemTa organizebuli erToblioba,<br />
romelSic isini klasificirdeba sxvadasxva niSnebis (sqesi,<br />
asaki, socialuri mdgomareoba, saqmianobis saxeoba da a.<br />
S.) mixedviT, agreTve informacia myidvelTa qcevis Sesaxeb<br />
warsulSi, SesaZlo Sesyidvebze momavalSi. monacemTa aseTi<br />
baza xels uwyobs gayidvis efeqtianobis amaRlebas da momxmareblebTan<br />
kavSiris ganmticebas.<br />
<strong>marketingis</strong> organizacia — firmis marketinguli<br />
saqmianobis organizaciuli sakiTxebis gadawyvetis procesi.<br />
organizacia moicavs <strong>marketingis</strong> marTvis organizaciuli<br />
struqturis agebas (srulyofas); specialistebis SerCevasa<br />
da swavlebas, agreTve maTi kvalifikaciis amaRlebas, <strong>marketingis</strong><br />
samsaxurebis TanamSromlebs Soris amocanebis, uflebebis<br />
da pasuxismgeblobis ganawilebas; am samsaxurebis<br />
TanamSromelTa efeqtiani muSaobisaTvis pirobebis Seqmnas;<br />
firmis sxva samsaxurebTan efeqtian kavSirurTierTobebis<br />
damyarebas. <strong>marketingis</strong> organizaciis erT-erTi funqciaa<br />
Sesabamis TanamSromelTa uzrunvelyofa yvela aucilebeliT,<br />
rac saWiroa <strong>marketingis</strong> gegmis Sedgena-SesrulebisaTvis.<br />
marketinguli samsaxurebis mTavari amocanaa marketingul<br />
kvlevaTa Catareba, <strong>marketingis</strong> gegmebis damuSaveba da<br />
maTi realizacia, firmis mTeli saqmianobis orientacia <strong>marketingis</strong><br />
principebis gamoyenebaze, yvela qvedanayofis muSaobis<br />
koordinacia. am amocanebis Sesasruleblad gamoiyeneba<br />
Semdegi organizaciuli struqturebi: funqciuri, geografiuli<br />
(regionuli), sasaqonlo (saproduqto, sabazro da<br />
kombinirebuli) organizaciebi.<br />
<strong>marketingis</strong> principebi — is fuZemdebluri wesebi,<br />
romlebsac unda daemyaros marketinguli saqmianoba sxvadasxva<br />
sawarmoSi (firmaSi). <strong>marketingis</strong> principebidan Ziri-<br />
Tadia Semdegi: saqmianobis orientacia konkretuli momxmareblis<br />
moTxovnaze, mTeli saqmianobisadmi sistemuri midgoma,<br />
orientacia axali saqonlis Seqmnasa da gamoyenebaze,<br />
sasaqonlo bazrebis Seswavlis procesisadmi diferenciuli<br />
midgoma, mogebis miReba, sawarmos imijis formireba da Semdgomi<br />
ganmtkiceba.<br />
<strong>marketingis</strong> strategia — marketingul RonisZieba-<br />
Ta erToblioba, romelTa saSualebiT, firma gegmavs per-<br />
428
speqtivaSi miaRwios gayidvebis moculobisa da mogebis dasaxul<br />
sidideebs.<br />
<strong>marketingis</strong> funqciebi — marektinguli saqmianobis<br />
ZiriTadi mimarTulebebi, romlebic mxolod <strong>marketingis</strong>aTvisaa<br />
damaxasiaTebeli da gamoxataven mis arss. <strong>marketingis</strong><br />
funqciebSi Sedis: bazris kompleqsuri gamokvleva, sasaqonlo<br />
asortimentis gansazRvra, sabazro strategiis Camoyalibeba<br />
da faswarmoqmna, moTxovnis formireba da saqonlis<br />
gasaRebis stimulireba.<br />
marketinguli analizi — sawarmos (firmis) bazrebisa<br />
da marketinguli garemos gamokvleva misi saqmianobis<br />
problemebis, perspeqtivebis gamovlenis mizniT. aseTi analizi<br />
<strong>marketingis</strong> gegmebis SemuSavebis, agreTve maTi realizaciisa<br />
da kontrolis aucilebeli pirobaa. marketinguli<br />
analizisaTvis aucilebeli informacia Seikribeba marketingul<br />
kvlevaTa procesSi.<br />
marketinguli arxi — struqturebis erToblioba,<br />
romlebic monawileoben warmoebidan momxmareblamde saqonlis<br />
win wawevis procesSi. mas agreTve uwodeben gayidvebis<br />
(saqonelmoZraobis) arxs (ix. marketinguli Suamavlebi).<br />
marketingul komunikaciaTa sistema — sainformacio<br />
kavSirebis erTobliobis sistemuri kombinirebuli gamoyeneba,<br />
firmis misiis arCevidan reklamamde, sazogadoebas-<br />
Tan urTierTobis, pirdapiri <strong>marketingis</strong>, gayidvebis xel-<br />
Sewyobis RonisZieba da sxva.<br />
marketingul momsaxurebaTa saagento — marketinguli<br />
kvleviTi firmebi, sareklamo saagentoebi, marketinguli<br />
sakonsultacio firmebi, romlebic exmarebian sawarmoebs<br />
(firmebs) SearCion (amoarCion) miznobrivi bazrebi.<br />
kerZod, marketinguli sakonsultacio firmebi momsaxurebas<br />
uweven bazris gamokvlevasa da prognozirebaSi, <strong>marketingis</strong><br />
garemos SefasebaSi, <strong>marketingis</strong> gegmis SedgenaSi da<br />
sxv. sawarmoTa <strong>marketingis</strong> menejerebma periodulad unda<br />
Seafason aseTi saagentoebis muSaobis efeqtianoba da aucileblobis<br />
SemTxvevaSi Secvalon isini.<br />
marketinguli sainformacio sistema — personalis,<br />
mowyobilobisa da procedurebis erToblioba, romelic<br />
gankuTvnilia dawesebul droSi amomwuravi informaciis<br />
Segrovebis, damuSavebis, analizis da gavrcelebisaTvis<br />
marketingul gadawyvetilebaTa mosamzadeblad da misaRe-<br />
429
ad. informacia SeiZleba miRebul iqnes Sinagani da garegani<br />
wyaroebidan marketinguli dazvervisa da marketingul<br />
kvlevaTa Sedegad. pirveli meorisagan gansxvavebiT emyareba<br />
konfidencialur an naxevradkonfindencialur informaciis<br />
mopovebas.<br />
<strong>marketingis</strong> samsaxuri — umniSvnelovanesi funqciuri<br />
rgoli sawarmos (firmis) menejmentis sistemaSi. <strong>marketingis</strong><br />
samsaxuris SemadgenlobaSi Sedian muSakebi, romlebic<br />
swavloben momxmarebelTa (bazris) moTxovnas, gansaz-<br />
Rvraven sasaqonlo asortiments, axorcieleben fasebis politikas,<br />
saqonelmoZraobas, vaWrobas, moTxovnis formirebasa<br />
da gasaRebis stimulirebas, reklamas.<br />
<strong>marketingis</strong> samsaxuri funqcionirebs TiToeuli sawarmos<br />
TaviseburebaTa gaTvaliswinebiT Sedgenili debulebis safuZvelze,<br />
romelic moicavs samsaxuris konkretul amocanebs,<br />
mis muSakTa uflebebsa da movaleobebs, sawarmos sxva qvedanayofebTan<br />
urTierTobas da sxv. <strong>marketingis</strong> samsaxuris saqmianoba<br />
aucilebeli pirobaa bazarze orientirebuli gadawyvetilebebis<br />
misaRebad. sawarmos marketinguli samsaxuris saTave-<br />
Si, rogorc wesi, dgas xelmZRvanelobis meore piri — <strong>marketingis</strong><br />
menejeri, firmis vice-prezidenti <strong>marketingis</strong> dargSi (ix.<br />
marketeri).<br />
marketinguli saqmianoba — sawarmos (firmis) saqmianoba<br />
bazarze, romelic fulisxmobs: saqonelsa da momsaxurebaze<br />
momxmarebelTa moTxovnilebis, moTxovnis mdgomareobisa<br />
da dinamikis gulmodgined gaTvaliswinebas; warmoebis<br />
SesaZlo Seguebis bazris moTxovnebTan; moTxovnaze, saqonlisa<br />
da momsaxurebis bazris formirebaze aqtiur zemoqmedebas;<br />
saqonlisa da momsaxurebis realizaciis pirobisadmi<br />
kontrols, moTxovnis cvlilebaze moqnil (operatiul)<br />
reagirebas.<br />
marketinguli Suamavlebi — iuridiuli da fizikuri<br />
pirebi, romlebic exmarebian mwarmoebel sawarmoebs saqonelmoZraobis<br />
organziaciaSi, kerZod, maTi produqtebis<br />
momxmareblebisaTvis miwodebasa da gaydvaSi. ganasxvaveben:<br />
savaWro Suamavlebs; firmebs, romlebic axorcieleben saqonelmoZraobas;<br />
marketingul momsaxurebis saagentoebsa da<br />
safinanso Suamavlebs.<br />
marketeri — specialisti, romelic asrulebs an organizebas<br />
ukeTebs <strong>marketingis</strong> erTi an ramdenime funqciis<br />
430
(marketinguli kvleva, <strong>marketingis</strong> gegmebis damuSaveba, faswarmoqmna,<br />
gasaReba da sxv.) Sesrulebas. marketologi ki<br />
muSaobs mecnieruli kvlevis sferoSi.<br />
masobrivi marketingi — marketinguli saqmianobis<br />
saxe, romelic xorcieldeba sawarmos mier erTbaSad yvela<br />
myidvelisaTvis gankuTvnil erTi produqtis (saqonlis) masobrivi<br />
warmoebis dros. amasTan bazris segmentacia da momxmarebelTa<br />
tipologia ar xdeba. magaliTad, kompania `kokakola~<br />
roca awarmoebda sasmelis erT saxes, igi gamiznuli<br />
iyo yvela bazrisaTvis. aseTi midgoma xels uwyobs saqonlis<br />
gayidvas yvelaze mcire fasiT da yvelaze didi potenciuri<br />
bazris Seqmnas. magram aseTi <strong>marketingis</strong> ganxorcieleba moiTxovs<br />
garkveul marketingul danaxarjebs, ramdenadac saqoneli<br />
gankuTvnilia imaTTvisac, vinc ar iyidis mas.<br />
maRazia — sacalo vaWrobis sawarmo. igi aris sxvadasxva<br />
tipebis da klasificirdeba sxvadasxva niSnebis mixedviT.<br />
momsaxurebis SeTavazebis doniT iyofa: TviTmomsaxurebis,<br />
SezRuduli momsaxurebis da sruli momsaxurebis maRaziebad.<br />
SemoTavazebuli asortimentis mixedviT gamoyofen specializebul,<br />
kombinirebul (Sereul), morige maRaziebs, univermaRebs,<br />
supermarketebs, hipermarketebs da sxv. fasebis<br />
donis mixedviT maRaziebs yofen daklebuli fasebis da katalogebiT<br />
movaWre maRaziebad.<br />
meoradi informacia — monacemebi, romlebic Segrovebulia<br />
adre marketinguli kvlevebis miznebisagan gansxvavebiT,<br />
magaliTad, samTavrobo gamocemebidan, statistikuri<br />
krebulebidan, periodulad gamocemebidan, Siga safirmo<br />
angariSgebebidan. aseTi informacia gamoiyeneba firmis<br />
marketinguli saqmianobis efeqtianobis Sefasebis, misi SesaZleblobebis<br />
gansazRvrisaTvis. meorad informacias yofen<br />
gare informaciad da Siga informaciad (ix. pirveladi<br />
informacia).<br />
menejmenti — sawarmos (firmis) marTvis principebis,<br />
formebis da meTodebis sistema, romelic uzrunvelyofs misi<br />
saqmianobis (biznesis) efeqtianobis amaRlebas da mogebis<br />
miRebas. marTvis process axorcielebs menejeri (mmarTveli).<br />
mewarme — saqmiani adamiani, romelic warmarTavs inovaciur<br />
bizness (axali ideebis, produqciis, momsaxurebis,<br />
431
namuSevrebis Seqmna da momxmareblebisaTvis miwodeba) piradi<br />
Semosavlis (mogebis) misaRebad.<br />
mewarmeoba — inovaciuri biznesi moqalaqeebisa (partniorTa<br />
jgufisa) da maTi gaerTianebisa, romelic xorcieldeba<br />
piradi riskisa da qonebrivi pasuxismgeblobis safuZvelze<br />
mogebis an piradi Semosavlis miRebis mizniT. igi<br />
marTlzomieri, araerTjeradi (uwyveti) saqmianoba.<br />
miznobrivi auditoria — potenciuri an arsebuli<br />
myidvelebis (momxmareblebis) erToblioba, romlebic Rebuloben<br />
yidvis gadawyvetilebebs an axdenen maTze gavlenas.<br />
aseT auditoriaSi igulisxmeba individebi, adamianTa jgufebi,<br />
sazogadoebriobis sxvadasxva fenebi. miznobrivi auditoriis<br />
gansazRvra komunikaciaTa mowesrigebis erT-erTi etapia<br />
saqonelmoZraobis dros. gamoyofen myidvelTa mzadyofnis<br />
eqvs stadias, romlebsac myidveli Cveulebrivad gaivlis<br />
saqonlis yidvis ganxorcielebis gzaze: informireba (gacnoba),<br />
codna, keTilganwyobileba, upiratesobis miniWeba, darwmuneba,<br />
yidvis ganxorcieleba. saqonelmoZraobis sxvadasxva<br />
instrumentebis efeqtianoba damokidebulia imaze, Tu<br />
myidvelTa mzadyofnis da saqonlis sasicocxlo ciklis romel<br />
stadiaze gamoiyeneba isini.<br />
miznobrivi bazari — 1) xelmisawvdomi bazris nawili,<br />
romelzec sawarmo axdens mis produqtze moTxovnilebis<br />
mqone momxmarebelTa jgufze mTeli Zalisxmevia koncentracias;<br />
2) bazris segmenti, romlisTvisac firmas Seswevs unari<br />
Seqmnas myidvelebisaTvis konkurentebTan SedarebiT ukeTesi<br />
saqoneli.<br />
miznobrivi bazris arCeva — firmis marketinguli<br />
saqmianobis erT-erTi mimarTuleba — bazrebis gamovlineba,<br />
romlebic misTvis yvelaze mniSvnelovania da sadac mas SeuZlia<br />
konkurentebTan SedarebiT imoqmedos ufro efeqtianad.<br />
aseTi bazrebis amorCeva gulisxmobs mimdinare moTxovnis<br />
gansazRvras, moTxovnis prognozirebas, bazris segmentacias,<br />
miznobrivi bazris gansazRvras da bazarze saqonlis pozicirebas.<br />
miznobrivi bazris gansazRvra — bazris TiToeuli<br />
segmentis mimzidvelobis Sefaseba da erTi an ramdenime<br />
segmentis arCeva aTvisebisaTvis. sxvadasxva segmentebis Sefasebisas<br />
gaiTvaliswineba iseTi faqtorebi, rogoricaa segmentis<br />
sidide da misi zrdis siswrafe; segmentis struqtu-<br />
432
uli mimzidveloba; sawarmos (firmis) miznebi da resursebi,<br />
romelic iTvisebs segments. amorCeul miznobriv bazrebze<br />
firmas SeuZlia gamoiyenos <strong>marketingis</strong> strategiis tipebi<br />
konkretuli situaciebis Sesabamisad.<br />
mimdinare moTxovnis gansazRvra — marketinguli<br />
saqmianobis mimarTuleba miznobrivi bazrebis arCevis xaziT,<br />
romelic moicavs iseTi maCveneblebis gazomvas, rogoricaa<br />
saerTo sabazro moTxovna, gansazRvruli raionis (regionis)<br />
moTxovna, faqtobrivi realizacia bazris wili sxvadasxva<br />
bazrebisaTvis.<br />
mimoqcevis xarjebi — erToblivi danaxarjebi, romlebic<br />
dakavSirebulia saqonlis moZraobasTan (win wawevas-<br />
Tan). am xarjebSi igulisxmeba sabiTumo, sacalo da sxva Suamavlebis<br />
mimdinare danaxarjebi, romlebic moqmedeben mwarmoeblebidan<br />
myidvelebamde saqonelmoZraobis arxebSi. moicavs<br />
satransporto, Senobebis, sasawyobo da sakantoro mowyobilobis<br />
eqsploataciis, moklevadiani kreditebis procentis,<br />
sasawyobo da mmarTveli personalis Sromis anazRaurebis<br />
da sxv. xarjebs.<br />
mimwodeblebi — iuridiuli da fizikuri pirebi,<br />
romlebic saqonlisa da momsaxurebis warmoebisaTvis aucilebel<br />
resursebs awvdian mwarmoeblebs da momxmareblebs.<br />
mimwodeblebi <strong>marketingis</strong> gare garemos erT-erTi faqtoria.<br />
moTxovna — konkretuli moTxovnilebis nawili, romelic<br />
ganmtkicebulia myidvelobiTi unarianobiT. <strong>marketingis</strong><br />
erT-erTi ZiriTadi kategoriaa. arsebobs moTxovnis<br />
klasifikacia sxvadasxva niSnis mixedviT. moTxovna friad<br />
rTuli kategoriaa da mizanSewonilad unda CaiTvalos mxolod<br />
iseTi klasifikacia, rodesac xmarebaSi Semotanil<br />
termins eqneba praqtikuli mniSvneloba da SesaZlebelia misi<br />
zusti gansazRvra da gazomva, agreTve prognozireba.<br />
moTxovnis prognozireba — momavali moTxovnis<br />
Sefaseba myidvelTa garkveuli qcevis Sesaxeb varaudebis safuZvelze<br />
mocemul pirobebSi. prognozireba moicavs sam<br />
etaps: gare garemos prognozebis damuSaveba, mocemuli dargis<br />
ganviTarebis prognozi da sawarmos gasaRebis moculobis<br />
prognozi. prognozireba emyareba myidvelTa ganzraxvebis<br />
gamokvlevas, informaciis miRebas sxvadasxva wyaroebidan,<br />
moTxvonis statistikur analizs; normatiul da sxva me-<br />
433
Todebs (ix. marketinguli kvleva, normatiuli meTodi,<br />
prognozireba).<br />
moTxovnileba — saWiroeba, romelmac miiRo specifikuri<br />
forma adamianis kulturuli donisa da individualurobis<br />
Sesabamisad. moTxovnileba SeiZleba iyos fiziologiuri<br />
(kvebis produqtebze da sxv.), socialuri, inteleqtualuri<br />
da a. S. roca individs ver ZaluZs daikmayofilos<br />
raime moTxovnileba, igi an cvlis mas, an amcirebs Tavis moTxovnis<br />
dones. moTxovnilebis cneba udevs safuZvlad motivaciis<br />
bevr Teorias, maT Soris bazarze momxmarebelTa qcevis<br />
gansazRvras (ix. motivacia, saWiroeba).<br />
momsaxurebis marketingi — <strong>marketingis</strong> saxe, romelSic<br />
produqtis nacvlad gamodis momsaxureba. am marketings<br />
iyeneben saxelmwifo arakomerciuli seqtori (saavadmyofoebi,<br />
skolebi, fosta, sazogadoebrivi wesrigis dacva,<br />
samxedro samsaxurebi da a. S.), kerZo arakomerciuli seqtori<br />
(konoTeatrebi, fondebi da a. S.) da komerciuli seqtori<br />
(aviakompaniebi, sastumroebi, saremonto firmebi, iuridiuli<br />
da sakonsultacio firmebi, bankebi da a. S.). momsaxurebis<br />
<strong>marketingis</strong> saSualebiT sawarmoebi (firmebi) wyveten sam<br />
mTavar marketingul amocanebs: 1) qmnian momsaxurebas konkurentebTan<br />
SedarebiT ukeTess (diferencireba, siaxle, ufro<br />
xelsayreli fasebi da sxv.); 2) uzrunvelyofen momsaxurebis<br />
jerovan xarisxs; 3) uzrunvelyofen mwarmoeblurobis optimalur<br />
dones momsaxurebis jerovani xarisxis pirobebSi.<br />
momxmarebeli — nayidi saqonlis saboloo gamomyenebeli.<br />
ar aris savaldebulo igi iyos mwarmoeblis an gamyidvelis<br />
klienti. magaliTad, qals, romelic ojaxisTvis yidulobs<br />
kvebis produqtebs, ufro sworia ewodos gansazRvruli<br />
maRaziis klienti, myidveli da ara momxmarebeli.<br />
motivacia — waqezeba (daintereseba), romelic iwvevs<br />
individumebis aqtiurobas da gansazRvravs mis mimarTulebas,<br />
mocemul SemTxvevaSi raime saqonlis Sesyidvisas. individumi<br />
drois nebismier momentSi ganicdis sxvadasxva moTxovnilebas.<br />
magram am moTxovnilebaTa umravlesoba ar aris imdenad<br />
Zlieri gaxdes mocemul momentSi momxmareblis moqmedebis<br />
motivad. moTxovnileba iqceva motivad mxolod maSin,<br />
roca miaRwevs intensivobis sakmaris dones. marketingSi momxmarebelTa<br />
qcevis analizisas xSirad iyeneben maslousa da<br />
freidis motivaciis Teoriebs.<br />
434
moxmarebis maqsimizacia — <strong>marketingis</strong> erT-erTi<br />
alternatiuli sazogadoebrivi mizani, romlis mixedviT<br />
moxmarebis mniSvnelovani zrda iwvevs warmoebis masStabebis<br />
gadidebas, dasaqmebis donis amaRlebas, da maSasadame, sazogadoebis<br />
keTildReobis amaRlebasac.<br />
moxmarebis fasi — yalibdeba bazris fasidan, agreTve<br />
danaxarjebidan, romlebic dakavSirebulia saqonlis eqsploataciasTan<br />
misi gamoyenebis periodSi.<br />
myidvelTa qceva bazarze — saboloo momxmarebelTa<br />
qceva saqonlis SerCevis procesSi moTxovnaze miwodebis<br />
gadaWarbebis pirobebSi.<br />
myidveli — individi an sawarmos warmomadgeneli, romelic<br />
uSualod axorcielebs Sesyidvas da flobs saqonlis,<br />
gamyidvelis arCevis, Sesyidvis pirobebisa da vadebis SeTanxmebis<br />
uflebebs.<br />
n<br />
normatiuli meTodi — meTodi, romelic emyareba<br />
normebisa da normativebis gamoyenebas. aseTi normebi da<br />
normativebia, magaliTad, kreditis, arendis gadasaxadis<br />
normebi, saqonlis maragis normativi, sxvadasxva saxis anaricxebis<br />
ekonomikuri normativi da a. S., romlebic gamoiyenebian<br />
Sesabamisi maCveneblebis gaangariSebis, analizis, ekonomikuri<br />
da socialuri ganviTarebis prognozebis damuSavebis<br />
dros.<br />
gamoyofen sasursaTo da arasasursaTo, maT Soris msubuqi<br />
mrewvelobis nawarmis racionaluri moxmarebis normebisa<br />
da kulturul-sayofacxovrebo da saojaxo daniSnulebis<br />
saqonliT mosaxleobis racionalurad uzrunvelyofis<br />
normativebis jgufs.<br />
nou-hau — teqnikur, ekonomikur da sxva codnaTa er-<br />
Toblioba, romlebic axasiaTeben warmoebis teqnologias;<br />
produqciis damzadebis saidumloeba, axali meTodebi da<br />
ideebi, gamogonebebi, specialistebis momsaxureba. nou-hau<br />
SeiZleba gaformdes teqnikuri dokumentaciis saxiT, arsebobdes<br />
sawarmoo gamocdilebis saxiT, rac aucilebelia ama<br />
Tu im saxis produqciis warmoebis (magram daupatentebelis)<br />
organizaciisaTvis, komerciul praqtikaSi iTvleba firmis<br />
sakuTrebad gamogonebaze patentebTan, sasaqonlo niSneb-<br />
435
Tan, saavtoro uflebebTan erTad, xolo maT gamoyenebaze<br />
ufleba yidva-gayidvis sagania.<br />
o<br />
organizaciis kultura — faseulobaTa da SexedulebaTa<br />
sistema, romlebsac iziareben firmis TanamSromlebi<br />
da romelic gamoxatavs mTeli koleqtivis damokidebulebas<br />
firmis (sawarmos) miznebisa da maTi miRwevis meTodebisadmi.<br />
<strong>marketingis</strong> strategiebis ganxorcielebis SesaZleblobebi<br />
mniSvnelovnad izrdeba, Tu TanamSromlebi sworad aRiqvamen<br />
organizaciis kulturas.<br />
organizaciis marketingi — saqmianoba, romelic<br />
xorcieldeba mocemuli organizaciisaTvis (sawarmosaTvis)<br />
saintereso pirebis, sazogadoebrivi fenebis da sawarmoebis<br />
urTierTobaTa da qcevis Seqmnis, SenarCunebis an Secvlis<br />
mizniT. es saqmianoba mimarTulia organizaciis xelsayreli<br />
imijis Sesaqmnelad. organizaciis marketings tradiciulad<br />
warmarTavs sazogadoebasTan kavSirebis qvedanayofi (samsaxuri).<br />
sazogadoebrivi azris formireba — es arsebiTad marketingia,<br />
mxolod gadanacvlebuli produqtebis (saqonlis)<br />
donidan mTeli sawarmos doneze. msgavseba marketingsa da<br />
sazogadoebrivi azris formirebis saqmianobas Soris iwvevs<br />
imas, rom zogierT sawarmoebSi isini erTiandebian erTiani<br />
xelmZRvanelobis qveS (ix. calkeuli piris marketingi).<br />
oferta — saqonlis, momsaxurebis, saqmianobis saxeebis<br />
gansazRvruli asortimentis SeTavazeba. ganasxvaveben:<br />
myar ofertas da rbil ofertas. pirvel SemTxvevaSi zustad<br />
gansazRvrulia saqonlis partiis dasaxeleba da sidide, fasebi,<br />
anazRaurebis da miwodebis pirobebi, agreTve momxmareblis<br />
mier pirobebis miRebis Taobaze cnobebis konkretuli<br />
vada. meore SemTxvevaSi ucnobia aRniSnuli pirobebi da<br />
sakiTxebi wydeba damatebiTi SeTanxmebebis saSualebiT.<br />
p<br />
paneli — gamosakiTxi pirebis (ojaxebis) SerCeuli er-<br />
Toblioba, romlebic eqvemdebarebian gameorebad gamokvlevebs.<br />
gamokiTxvis panelur meTods Cveulebriv erTjerad gamokiTxvebTan<br />
SedarebiT gaaCnia upiratesobebi: iZleva SesaZleblobas<br />
Sedardes Semdgomi gamokiTxvebis Sedegebi wi-<br />
436
nasTan da dadgindes Sesaswavli movlenebis ganviTarebis<br />
tendenciebi da kanonzomierebebi; uzrunvelyofs informaciis<br />
ufro maRal reprezentatulobas generalur erTobliobasTan<br />
SedarebiT.<br />
patenti — dokumenti, romelsac gascems saxelmwifo<br />
kerZo pirze (firmaze) da uzrunvelyofs gamogonebis gansakuTrebul<br />
gamoyenebaze uflebis aRiarebas dadgenili vadis<br />
ganmavlobaSi. patentis mflobels SeuZlia es ufleba gadasces<br />
sxvas gasamrjeloze. es Cveulebrivad xorcieldeba licenziis<br />
gayidviT da salicenzio SeTanxmebis gaformebiT.<br />
pirdapiri marketingi — aqtiuri, grZelvadian urTierTobebze<br />
orientirebuli saqmianoba Suamavlebis gareSe, romelic<br />
mimarTulia momxmarebelTa mozidvasa da maTTan ukukav-<br />
Siris damyarebaze.<br />
pirveladi informacia — monacemebi, romlebic specialurad<br />
miRebulia konkretuli marketinguli problemis<br />
gadasawyvetad. maTi Segroveba xdeba dakvirvebis, gamokvlevebis,<br />
eqperimentebis da a. S. gziT. aseTi informaciis Segrovebis<br />
mTavari saSualebaa anketa. informacia miiReba gamokiTxvis<br />
gziT (interviu, paneli da sxv.).<br />
prognozireba — bazris ganviTarebis perspeqtivebis,<br />
umTavresad moTxovnisa da miwodebis Tanafardobis Sefaseba<br />
fasebis dinamikis gamosavlenad.<br />
produqti — yvelaferi, rac SeiZleba miewodos bazarze<br />
SeZenisaTvis, gamoyenebisa an moxmarebisaTvis gansaz-<br />
Rvrul moTxovnilebaTa dakmayofilebis mizniT. gamoyenebis<br />
vadis mixedviT gamoyofen mokle da grZelvadiani gamoyenebis<br />
saqonels, saboloo gamoyenebis TvalsazrisiT — samomxmareblo<br />
saqonels da sawarmoo daniSnulebis saqonels (ix.<br />
saqoneli).<br />
produqtis pozicia — momxmarebelTa azri produqtis<br />
umniSvnelovanesi parametrebis mixedviT. aseTi pozicia<br />
axasiaTebs adgils, romelic ukavia konkretul produqts<br />
momxmarebelTa SexedulebebSi konkurentebis produqtTan<br />
SedarebiT. produqtis imijisagan gansxvavebiT, romelic<br />
warmoadgens metwilad emociur daxasiaTebas, produqtis<br />
pozicia yalibdeba, rogorc wesi, raodenobrivad gazomvadi<br />
parametrebis (bazris wili, produqtis maxasiaTeblebi, fasi<br />
da sxv.) safuZvelze (ix. bazarze saqonlis pozicireba).<br />
437
produqciis xarisxi — produqciis unarinaoba Seasrulos<br />
Tavisi funqciebi. xasiaTdeba iseTi parametrebiT,<br />
rogoricaa xangamZleoba, saimedooba, sizuste, gamoyenebis<br />
simartive da sxv. <strong>marketingis</strong> poziciidan produqciis xarisxi<br />
unda gaizomos (ganisazRvros) momxmarebelTa SefasebebiT.<br />
r<br />
reeqsporti — adre importirebuli saqonlis gatana<br />
sazRvargareT raime gadamuSavebis gareSe.<br />
reimporti — samamulo warmoebis saqonlis ukan Semotana<br />
sazRvargareTidan sxvadasxva mizezebiT (gausaReblobiT,<br />
dawuneba da sxv.).<br />
reklama — marketingul komunikaciaTa sistemis erTerTi<br />
ZiriTadi elementi. gamoyofen Semdeg saxeebs: informaciuli,<br />
wamqezebeli da Semxsenebeli reklama. igi saqonlis<br />
gavrcelebis 1 erT-erTi mniSvnelovani saSualebaa.<br />
reklamis matareblebi — gavrcelebis saSualebebi:<br />
Jurnal-gazeTebi, radio, televizia da a. S.<br />
remarketingi — <strong>marketingis</strong> saxe, romlis amocanaa<br />
moTxovnis aRdgena misi Semcirebis SemTxvevaSi adre gamoyenebuli<br />
<strong>marketingis</strong> koeficientebis SemoqmedebiTi gaazrebis<br />
safuZvelze. igi aris moTxovnis gamococxlebis axali<br />
SesaZleblobebis Zieba saqonlisaTvis axali Tvisebebis mini-<br />
Webis, axal bazrebze SeRwevis da a. S. gziT.<br />
riski — SesaZlo zarali an wageba raime saqmianobis<br />
(biznesis) Sedegad.<br />
s<br />
sabaJo tarifi — gadasaxadi, romelsac ixdian saqonlis<br />
qveyanaSi Semotanisas Semosavlebis gadidebis an saSinao<br />
bazris dacvis mizniT.<br />
sabiTumo savaWro sawarmo — iuridiuli (an SeiZleba<br />
iyos fizikuri) piri, romlis ZiriTadi saqmianobaa sabi-<br />
Tumo vaWroba. sacalosagan gansxvavebiT mas umTavresad saq-<br />
1<br />
Cven terminis — `ganawileba~ winaaRmdegi varT imitom, rom nawildeboda<br />
nedleuli. masalebi, saqoneli da a. S. gegmiani ekonomikis<br />
dros.<br />
438
me aqvs momxmareblebTan, romlebic iZenen saqonels Semdgomi<br />
gayidvisaTvis da ara saboloo momxmareblebTan. igi Cveulebrivad<br />
moqmedebs did teritoriebze da axorcielebs<br />
ufaso msxvilmasStabian garigebebs, vidre sacalo savaWro<br />
sawarmo (maRazia). gamoyofen sam mTavar jgufs: komerciuli<br />
sabiTumo organizaciebi; brokerebi da agentebi; mwarmoebelTa<br />
gasaRebis ganyofilebebi da kantorebi.<br />
saerTaSoriso marketingi — marketingi, romelic<br />
gamoiyeneba saerTaSoriso firmebis mier saerTaSoriso biznesis<br />
(sawarmoo, mecnierul-teqnikuri, gasaRebiTi da sxva<br />
saqmianobis) ganxorcielebisas sxva qveynebis bazrebis marketinguli<br />
kvlevebis safuZvelze. amitom ar aris marTebuli<br />
saerTaSoriso <strong>marketingis</strong> gaigiveba saqonlis (momsaxurebis)<br />
realizaciis RonisZiebebTan Tavisi qveynis sazRvrebs<br />
gareT. saerTaSoriso <strong>marketingis</strong> gegmis damuSavebasa da<br />
marTvas ganapirobebs adgilobriv pirobebTan <strong>marketingis</strong><br />
kompleqsis adaptacia da Sesabamisi struqturis Seqmna (saerTaSoriso<br />
ganyofileba, Svilobili kompaniebi da sxv.).<br />
saerTaSoriso marketinguli garemo — faqtorebis,<br />
Zalebis, pirobebis da subieqtebis erToblioba, romlebic<br />
gansazRvraven firmis SesaZleblobebs ganaxorcielos<br />
marketingi saerTaSoriso bazarze. saerTod igi moicavs saerTaSoriso<br />
bizness, ekonomikur, politikur-samarTlebriv,<br />
kulturul faqtorebs da a. S.<br />
saerTaSoriso firma — firma, romelic moqmedebs<br />
or da met qveyanaSi, axdens ra kvlevebisa da damuSavebebis,<br />
warmoebis, finansebis, <strong>marketingis</strong> sferoSi miRweul upiratesobaTa<br />
transformirebas ufro naklebi xarjebiT da ufro<br />
maRali reputaciiT, rac miuRwevelia konkurentebisaTvis,<br />
romlebic moqmedeben mxolod saSinao bazarze. saerTa-<br />
Soriso anu globaluri firma, magaliTad, korporacia,<br />
`fordi~ amzadebs Zaras evropaSi, Sasebs CrdiloeT amerika-<br />
Si, awyobs satvirTo manqanebs braziliaSi da yidis maT aSS-<br />
Si. aseTi firmebi axorcieleben saerTaSoriso marketings,<br />
romelsac zogjer globalur marketings uwodeben.<br />
sazogadoebrioba — marketinguli garemos faqtori,<br />
romelic moicavs sxvadasxva organizaciebs, mosaxleobis<br />
sazogadoebriv fenebsa da nebismier jgufebs, romlebsac gaaCniaT<br />
faqtobrivi an potenciuri interesi firmisadmi, agreTve<br />
gavlenas axdenen misi miznebis miRwevaze. esenia: safi-<br />
439
nanso organizaciebi, masobrivi informaciis saSualebebi,<br />
samTavrobo dawesebulebebi, momxmarebelTa sazogadoebebi,<br />
adgilobrivi sazogadoebrivi organizaciebi, TviT firmis<br />
personali, romlebsac didi mniSvneloba aqvT xelsayreli<br />
imijis Seqmnis, kreditebis, Semowirulobebis miRebisaTvis<br />
da sxv. termini `publika~ zogjer iTargmneba rogorc `sakontaqto<br />
auditoriebi~.<br />
sazogadoebriobasTan kavSiri — organizaciis<br />
(firmis) Tavis sazogadoebriobasTan urTierTobis marTva<br />
(500-dan erT-erTi ganmarteba).<br />
sakuTreba — qonebis da inteleqtualuri Sromis<br />
produqtebis flobis, gamoyenebis da gankargvis kanoniT daculi<br />
ufleba.<br />
samomxmareblo faseuloba — momxareblis Sefaseba<br />
saqonlis unaris Sesaxeb daakmayofilos misi moTxovna.<br />
saqoneli — yvelaferi, rac SeiZleba miewodos bazars<br />
yuradRebis misapyrobad, gamosayeneblad, mosaxmarad da rasac<br />
SeuZlia daakmayofilos moTxovnileba. saqoneli SeiZleba<br />
iyos fizikuri obieqtebi, momsaxureba (sxvadasxva saxis,<br />
idea da a. S., romlebic SeiZleba gaiyidos).<br />
saqonlis sasicocxlo cikli — 1) es aris dro,<br />
romlis ganmavlobaSi saqoneli sargeblobs moTxovniT, xolo<br />
mis realizacias (gayidvas) moaqvs mogeba; 2) dro bazarze<br />
saqonlis pirvelad gamoCenis momentidan mocemul bazarze<br />
misi realizaciis Sewyvetamde. igi xasiaTdeba gayidvebis moculobisa<br />
da mogebis maCvenebelTa cvlilebiT da Sedgeba<br />
Semdegi stadiebisagan: bazarze danergva, gayidvebis zrda,<br />
simwife da dacema. zogierTi avtori amatebs mexuTe stadias<br />
— bazridan wasvla. es cneba miesadageba iseT movlenebsac,<br />
rogoricaa stili (tansacmlis, avejis da a. S.) da moda. sasicocxlo<br />
ciklis sxvadasxva stadiaze gamoiyeneba <strong>marketingis</strong><br />
gansxvavebuli strategiebi.<br />
saqonlis xarisxi — standartizaciis saerTaSoriso<br />
organizaciis ganmartebiT, es aris Tvisebebis nakrebi, romelic<br />
akmayofilebs konkretul moTxovnas.<br />
saqonlis (produqciis) win wawevis kompleqsi —<br />
reklamis, gasaRebis stimulirebis, sazogadoebriobasTan<br />
kavSiris da personaluri gayidvis meTodebis gansazRvruli<br />
Sexameba, romlebsac firma iyenebs Tavisi marketinguli miz-<br />
440
nebis misaRwevad. zogjer mas uwodeben stimulirebis kompleqss.<br />
sawarmoo daniSnulebis produqcia — saqoneli,<br />
romelsac iZenen kerZo pirebi da sawarmoebi Semdgomi gadamuSavebis,<br />
sxva produqtebis damzadebis an biznesSi gamoyenebisaTvis.<br />
igi klasificirdeba sam jgufad: masalebi da detalebi;<br />
kapitaluri mowyobiloba da damxmare masalebi; momsaxureba.<br />
saWiroeba — moTxovnileba, romelmac miiRo konkretuli<br />
forma individis kulturis donisa da midrekilebis<br />
Sesabamisad; <strong>marketingis</strong> erT-erTi sakvanZo cneba. mas zogjer<br />
uwodeben konkretizebul moTxovnilebas. magaliTad,<br />
saerTo moTxovnileba saWmelze transformirdeba ufro<br />
kerZo moTxovnilebaSi xilze, romelic Tavis mxriv vlindeba<br />
konkretizebul moTxovnilebaSi — vaSlis yidvis survilSi.<br />
sxvadasxva regionebsa da qveynebSi saerTo moTxovnilebebi<br />
transformirdeba mravalferovan saWiroebebSi, romlebic<br />
ganisazRvreba kulturuli, istoriuli, geografiuli da<br />
sxva faqtorebiT.<br />
servisuli momsaxureba — saqonlis gayidvis Semdgomi<br />
(daxmarebis) momsaxureba.<br />
sertifikacia — RonisZiebaTa sistema, romelic<br />
adasturebs produqtis faqtobrivi maxasiaTeblebis Sesabamisobas<br />
saerTaSoriso standartebis, rekomendaciebis da sxva<br />
dokumentebis moTxovnebTan, romlebic moqmedeben msoflio<br />
bazarze an calkeul qveynebSi.<br />
situaciuri analizi — <strong>marketingis</strong> dagegmvis procesis<br />
etapi, rodesac xorcieldeba rogorc <strong>marketingis</strong> gare<br />
garemos, ise sawarmos Siga saqmianobis revizia. aseTi analizis<br />
mizania marketinguli problemebisa da im SesaZleblobebis<br />
gamovlena, rac moelis sawarmos (firmas) mis momaval<br />
saqmianobaSi, e. i. moTxovnis prognozi potenciur bazrebze.<br />
situaciuri analizis msvlelobaSi miRebuli saprognozo<br />
SefasebaTa safuZvelze <strong>marketingis</strong> gegmaSi ganisazRvreba<br />
miznebi da muSavdeba <strong>marketingis</strong> strategiebi.<br />
socialuri marketingi — marketinguli saqmianobis<br />
saxe, romelic mdgomareobs socialuri programebis (magaliTad,<br />
masobrivi acrebis kampaniis) damuSavebaSi, realizaciasa<br />
da kontrolSi, rac mimarTulia sazogadoebriobis<br />
gansazRvruli fenebis sxvadasxva socialur ideaTa, moZrao-<br />
441
aTa da praqtikul moqmedebaTa aRqmis donis amaRlebaze. rogorc<br />
wesi, aseT marketings iyeneben saxelmwifoebrivi da sazogadoebrivi<br />
organizaciebi.<br />
t<br />
tarifi — fasis nairsaxeoba rogorc sawarmoo, ise<br />
arasawarmoo xasiaTis sxvadasxva saxis momsaxurebisaTvis,<br />
romelic gaeweva firmas (sawarmos), dawesebulebas da mosaxleobas.<br />
magaliTad, sazRvargareidan saqonlis Semotanis,<br />
mgzavrebis gadayvanis, tvirTis gadazidvis, safosto gzavnilebis,<br />
dazRvevisaTvis da a. S. (ix. sabaJo tarifi).<br />
tenderi — faseulobaTa momavali vaWrobebis (gayidvebis)<br />
Sesaxeb informireba (gamocxadeba, oferta), an satendero<br />
dokumentaciis kompleqti, an winadadeba gayidvebSi<br />
(vaWrobebSi) monawileobis misaRebad. am dros gayidva xdeba<br />
myidvelisaTvis SeTavazebuli fasiT, romlis gansazRvris<br />
dros amosavalia ara danaxarjebis done saqonelze an masze<br />
moTxovna, aramed konkurentTa (tenderis monawileTa) mier<br />
dawesebuli fasi. iqmneba satendero komiteti saerTaSoriso<br />
vaWrobebis Casatareblad.<br />
transerovnuli korporacia — masStaburi gaerTianeba<br />
biznesis sferoSi, romelic kapitalis mixedviT erovnulia,<br />
xolo saqmianobis arealiT — saerTaSoriso. axorcielebs<br />
bizness sxva qveynebSi sakuTari filialebis (ganyofilebebis),<br />
Svilobili kompaniebis farTo qselis SeqmniT. mis-<br />
Tvis damaxasiaTebelia Sigasafirmo saqmianobis centralizacia<br />
da angariSsworebisaTvis transfertuli fasis gamoyeneba.<br />
aseT korporaciebs agreTve uwodeben saerTaSoriso<br />
firmas (kompanias).<br />
u<br />
unaRdo angariSsworeba — angariSsworeba, romelic<br />
xorcieldeba naRdi fulis gareSe mxareebs Soris bankis<br />
meSveobiT gansazRvruli raodenobis fulis gadaricxvis safuZvelze.<br />
gamoiyeneba rogorc qveynis farglebSi, aseve saerTaSoriso<br />
ekonomikur urTierTobebSi (biznesSi). am mizniT<br />
gamoiyeneba sxvadasxva forma: aqcepti, akreditivi, gansakuTrebuli<br />
angariSi, sagadasaxado davaleba, Ceki da sxv.<br />
442
univermaRi — msxvili maRazia, romelic ZiriTadad<br />
vaWrobs arasasursaTo (samrewvelo) saqonlis universaluri<br />
asortimentiT; xSir SemTxvevaSi sasursaTo saqonliTac.<br />
univermaRebi pirvelad warmoiSva safrangeTSi XIX saukunis<br />
Sua wlebSi.<br />
universami — msxvili TviTmomsaxurebis maRazia, romelic<br />
vaWrobs sasursaTo saqonlis universaluri asortimetiT<br />
da yoveldRiuri moTxovnis arasasursaTo saqonliT. pirveli<br />
universamebi warmoiSva aSS-Si 1930 wels e. w. `supermarketebis~<br />
saxiT.<br />
f<br />
fasebis (safaso) politika — fasebis dadgena da<br />
Secvla bazarze situaciis Sesabamisad bazris gansazRvruli<br />
wilis dauflebis mizniT; konkurentebis moqmedebebTan Segueba.<br />
fasi — fulis raodenoba, romelsac moiTxoven (ixdian)<br />
erTeuli saqonlis (momsaxurebisaTvis) SeZenisas. igi <strong>marketingis</strong><br />
kompleqsis erT-erTi elementia. amitom faswarmoqmna<br />
xorcieldeba <strong>marketingis</strong> kompleqsis sxva elementebTan<br />
urTierTkavSirSi (ix. fuli).<br />
faqtura (angariS-faqtura) — gamyidvelis mier<br />
myidvelze gamowerili saqonlis (momsaxurebis) da misi Rirebulebis<br />
faqtobrivi miwodebis damadasturebuli dokumenti<br />
(angariSi).<br />
firma — organizaciuli sameurneo erTeuli biznesSi.<br />
biznesis organizaciul-samarTlebrivi firmebis ganzogadebuli<br />
saxelwodeba. arsebobs firmis sami saxe: erTpirovnuli<br />
mflobeloba (individualuri sawarmo), sazogadoeba (partnioroba)<br />
da korporacia.<br />
frenSaizingi — saxelSekrulebo urTierobaTa sistema,<br />
romlis safuZvelzec msxvili da avtoritetuli firma<br />
gansakuTrebul statuss aniWebs mcire sawarmos (firmas),<br />
rac gamoxatulebas poulobs saqonlisa da momsaxurebis<br />
warmoebisa da realizaciis dros sakuTari savaWro markis<br />
sargeblobaSi (frenSaizeri yovelmxriv xels uwyobs mcire<br />
firmas, risTvisac Rebulobs garkveul gasamrjelos). ixmareba<br />
agreTve frenSaizingi, rac arasworia.<br />
443
fuli — sayovelTao ekvivalenti, romelzec xorcieldeba<br />
yvela sxva saqonlis gacvla.<br />
fulis Rirebuleba — saqonlisa da momsaxurebis is<br />
raodenoba, romelic SeiZleba gaicvalos fulis erT erTeulze;<br />
fuladi erTeulis myidvelobiTi unari. 1<br />
q<br />
qaRaldis fuli — saxelmwifos mier gamoSvebuli<br />
fuladi niSani, e. w. `dekretuli fuli~, romlis garanti Tvi-<br />
Ton saxelmwifoa.<br />
qoneba — 1) ama Tu im piris an pirTa jgufis kuTvnili<br />
materialuri faseulobebis, qonebrivi uflebebis da masze<br />
dakisrebuli qonebrivi movaleobis erToblioba; 2) nivTebisa<br />
da materialur faseulobaTa erToblioba — qonebis viwro<br />
gagebiT, magaliTad, yidva-gayidvis dros.<br />
R<br />
Ria ekonomika — erovnuli ekonomika, romelic far-<br />
To masStabiT axorcielebs saqonlis (momsaxurebis) eqsportsa<br />
da imports, savaWro-ekonomikur Tu finansur kavSirur-<br />
TierTobebSi. aseTi ekonomikis sapirispiroa avtarkia — kar-<br />
Caketili ekonomika.<br />
RirebulebiTi maCveneblebi — maCveneblebi, romelTa<br />
konkretuli Sefaseba xdeba fuladi formiT. RirebulebiTia,<br />
magaliTad, saqonlis gayidvebis (saqonelbrunvis),<br />
Semosavlebis, mimoqcevis xarjebis, mogebis da sxva maCveneblebi.<br />
y<br />
yidva — gayidvis kontraqti — xelSekruleba, romelsac<br />
deben saqonlis an momsaxurebis miwodebisaTvis (ix. kontraqti).<br />
yoveldRiuri moTxovnis saqoneli — xSiri moTxovnis<br />
saqoneli. saqonlis am jgufs, agreTve uwodeben yoveldRiuri<br />
moxmarebis saqonels.<br />
1 da ara msyidvelobiTi unari.<br />
444
S<br />
SekveTebis portfeli — SekveTebis erToblioba,<br />
romelsac flobs firma drois garkveuli periodisTvis. SekveTebis<br />
portfeli mas aZlevs saSualebas sworad gansaz-<br />
Rvros Tavisi saqmianobis perspeqtiva da adgili miznobriv<br />
bazarze.<br />
Sereuli ekonomika — ekonomikuri sistema, romelic<br />
uzrunvelyofs individumebis Tavisuflebis, socialuri<br />
dacvis meqanizmis, agreTve mewarmuli (inovaciuri bizneskeTebis)<br />
unaris gamovlinebis istoriul sinTezs. igi warmoadgens<br />
ara gardamaval, aramed axal, dabalansebul da<br />
myar sistemas, romelic emyareba interesTa Sexamebasa da sazogadoebriv<br />
Tanxmobas. aseT ekonomikas agreTve uwodeben<br />
sabazro ekonomikas.<br />
C<br />
Crdilovani ekonomika — 1) kanonsawinaaRmdego<br />
ekonomikuri (sameurneo) saqmianoba (narkobiznesi, kontrabanda,<br />
ukanono savaluto operaciebi, gadasaxadebis gadaxdisagan<br />
Tavis arideba da sxv.); 2) arakanonsawinaaRmdego, magram<br />
araregistrirebuli sameurneo saqmianoba (biznesi). amitom<br />
mas uwodeben agreTve farul ekonomikasac.<br />
c<br />
calkeuli saqonlis bazari — bazari, sadac yidvagayidvis<br />
obieqtia romelime konkretuli saqoneli, an sasaqonlo<br />
jgufi. magaliTad, avejis bazari, tansacmlis bazari<br />
da a. S.<br />
calkeuli piris (personaluri) marketingi —<br />
saqmianoba, romelic xorcieldeba konkretuli pirebis mimarT<br />
sazogadoebriobis damokidebulebis Seqmnis, SenarCunebis<br />
an SecvlisTvis. bevri piri da firma Tavisi popularobis<br />
amaRlebisa da biznesis gafarToebis mizniT iyenebs aseT<br />
marketings: politikuri moRvaweebi (prezidentobis kandidatebi),<br />
msaxiobebi, sportsmenebi, biznesmenebi da a. S. <strong>marketingis</strong><br />
es saxec saqonlis <strong>marketingis</strong> analogiuria. iwyeba<br />
bazris SeswavliT, segmentebis da momxmarebelTa Sexedulebebis<br />
gansazRvriT. Semdeg xdeba damuSaveba, e. i. gansazRvra,<br />
445
amdenad Seesabameba pirovnebis Rirsebebi misdami wayenebul<br />
moTxovnebs da ra unda gakeTdes saamisod.<br />
Z<br />
ZiriTadi momxmarebeli — momxmarebeli, romelic<br />
SeZenil saqonelsa da gaweul momsaxurebas sakuTari, arakomerciuli<br />
miznebisaTvis iyenebs.<br />
w<br />
warmatebis sakvanZo faqtorebi — firmis saqmianobis<br />
Zlieri mxareebi, romlebic aniWeben mas upiratesobas<br />
konkurentebTan SedarebiT. magaliTad, SedarebiT mcire danaxarjebis<br />
da, maSasadame, fasebis mixedviT.<br />
warmoebis xarjebi — erToblivi danaxarjebi,, romlebic<br />
dakavSirebulia produqciis warmoebasTan. moicavs<br />
materialur danaxarjebs (nedleulis, masalebis, saTbobis,<br />
eleqtroenergiis Rirebuleba), muSa-mosamsaxureebis xelfass,<br />
danaxarjebs arendaze, amortizaciaze da sxv.<br />
wesdeba — dokumenti, romelic gansazRvravs sawarmos<br />
(firmis) sameurneo saqmianobis (biznesis) mizans. wesdebis<br />
damticebis (registraciis) dRidan sawarmo xdeba iuridiuli<br />
piri.<br />
W<br />
Warbi miwodeba — situacia bazarze, rodesac miwodeba<br />
aRemateba moTxovnas, rac iwvevs fasis Semcirebas. aseT<br />
situacias myidvelis bazaars uwodeben.<br />
Warbi moTxovna — situacia bazarze, rodesac moTxovna<br />
aRemateba miwodebas, rac ganapirobebs fasis gazrdas.<br />
aseT situacias gamyidvelis bazars uwodeben.<br />
x<br />
xangrZlivi sargeblobis saqoneli — saqoneli,<br />
romelic gamoiyeneba xangrZlivi drois ganmavlobaSi (aranakleb<br />
erT wlisa); igulisxmeba rogorc samomxmareblo, ise<br />
sawarmoo daniSnulebis saqoneli.<br />
446
xelSekruleba — mxareTa SeTanxmeba urTierTvaldebulebaTa<br />
Sesaxeb. rogorc wesi, igi werilobiTia (ix. kontraqti).<br />
j<br />
jarima — fuladi gadasaxdeli, romelsac ixdian fizikuri<br />
an iuridiuli pirebi moqmedi kanonmdeblobis, dadebuli<br />
xelSekrulebis an dadgenili wesebis darRvevisaTvis.<br />
jarimis gadaxda ar aTavisuflebs gadamxdels nakisri valdebulebebis<br />
Sesrulebisagan.<br />
joberi — sabiTumo firma, romelic asrulebs saqonlis<br />
calkeuli didi partiebiT swraf Sesyidva-gayidvis operaciebs.<br />
h<br />
hejireba (hujireba) — fasebis araxelsayreli<br />
cvlilebebisagan riskis dazRvevis forma im kontraqtebisa<br />
da komerciuli operaciebis mixedviT, romlebic iTvaliswineben<br />
saqonlis miwodebas (gayidvas) momaval periodSi.<br />
447
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gamomcemloba `universali~<br />
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