marketingis safuZvlebi
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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 />

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