marketingis safuZvlebi

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15.2. eleqtronuli vaWroba ....................................................... 329 Tavi 16. saerTaSoriso marketingis Sesaxeb........... 352 16.1. saerTaSoriso marketingis arsi da warmoSobis winapirobebi ........................................................................ 352 16.2. globaluri marketinguli garemo ................................. 356 16.3. saerTaSoriso bazrebze gasvlis marketinguli strategiebi......................................................................... 363 16.4. saerTaSoriso marketingis ZiriTadi elementebi...... 367 Tavi 17. marketingi da sazogadoeba............................ 374 17.1. sazogadoebrioba marketingis negatiuri momentebis Sesaxeb............................................................. 374 17.2. moqalaqeTa (momxmarebelTa) moqmedebani marketingis regulirebisaTvis..................................... 388 17.3. marketingis eTika ................................................................ 402 ganmartebiTi leqsikoni (glosariumi) ..................... 410 literatura ............................................................................... 448 6
Sesavali saqarTveloSi sabazro urTierTobebze gadasvlam mTeli rigi problemebi daayena ekonomikur mecnierebaTa winaSe. maT Soris mniSvnelovania sawarmoebis (firmebis) sameurneo saqmianobis (biznesis) ganxorcieleba aseT urTierTobaTa pirobebSi. `marketingis safuZvlebi~ erT-erTi fuZemdebluri saswavlo disciplinaa sabazro urTierTobaTa pirobebSi momuSave specialistebisaTvis. misi mizania gaacnos biznesis specialistebs — saqonlis Semqmnelebs (inJiner-konstruqtorebs, dizainerebs), savaWro — gasaRebis, momsaxurebis sferos, reklamis muSakebs, agreTve sawarmos xelmZRvanelebs (menejerebs) bazarze aqtiuri saqmianobis wesebi, saqonlis warmoebisa da realizaciis problemebis sistemuri gadawyvetis, momxmareblebTan diferenciuli midgomis meTodebi. am disciplinam unda Camouyalibos studentebs jerovani warmodgena imis Sesaxeb, rom marketingi biznesSi sawarmos (firmis) miznebis miRwevis saSualebaa bazris (momxmareblebis) moTxovnis gamovlenisa da misi efeqtiani dakmayofilebisaTvis konkurentunariani saqonlisa da momsaxurebis miwodebis maRali donis uzrunvelyofis gziT. cneba `marketingi~ (ingl. `market~ — bazari) Semovida aSS ekonomikur literaturaSi XIX-XX saukuneTa mijnaze. marketingis warmoSoba ganapiroba gasaRebis sferoSi Seqmnilma sirTuleebma, rac dakavSirebuli iyo saqonlis Warbwarmoebis krizisTan. amitom adre marketingi gaigeboda rogorc gasaRebis meTodi, romlis amocana iyo gamyidvelis moZebna im produqciisaTvis, romelic ukve iyo warmoebuli, an romlis damzadebas SeZlebda mwarmoebeli. XX saukunis 50iani wlebidan sabazro ekonomikis qveynebSi marketingi gaxda sawarmoebis (firmebis) sabazro da sawarmoo strategiis gansazRvruli nawili da igi emyareba samomxmareblo moTxovnis codnas. amJamad marketingi mogebis mizniT bazrisa da myidvelTa moTxovnis kompleqsuri Seswavlis safuZvelze saqonlis warmoeba-gasaRebis da momsaxurebis gawevis saqmianobis organizaciis xelSemwyobi sistemaa da ara `bazarze orientirebuli produqciis warmoebisa da gasaRebis organizaci- 7
Page 1 and 2: marketingis safuZvlebi saxelmZRvane
Page 3 and 4: Sinaarsi Sesavali .................
Page 5: Tavi 10. fasi da faswarmoqmna .....
Page 9 and 10: sagania saqonelsa da momsaxurebaze
Page 11 and 12: Tavi 1. bazari — marketingis obie
Page 13 and 14: mianobis (biznesis) sabazro organiz
Page 15 and 16: erTad, sameurneo kavSirurTierToba w
Page 17 and 18: evoluciasTan. saqonlis saqonelze uS
Page 19 and 20: omelic ver moipovebs bazris xelsayr
Page 21 and 22: dagegmva SeuZlebelia. misi marTvac
Page 23 and 24: obamac dauWira mxari. 1997 wlis ivl
Page 25 and 26: is RonisZiebebiT ifargleba. `myidve
Page 27 and 28: marketingSi, rogorc ekonomikuri saq
Page 29 and 30: amgvarad, Tanamedrove marketingis m
Page 31 and 32: mas menejmentTan. sawarmos doneze m
Page 33 and 34: Rebeli. amitom nebismieri profilis
Page 35 and 36: zanmimarTuli marketinguli zemoqmede
Page 37 and 38: mocualobas. aseTi saxis RonisZiebeb
Page 39 and 40: marketings ganixilaven agreTve, rog
Page 41 and 42: gadidebis mizniT. arasworia da xSir
Page 43 and 44: potenciur momxmarebelTa moTxovnis g
Page 45 and 46: saSinao marketingi moicavs marketin
Page 47 and 48: Tavi 3. marketingis marTva 3.1. mar
Page 49 and 50: marketingis marTvis sistemaSi mniSv
Page 51 and 52: piT: warmoebis (biznesis) saWiroebe
Page 53 and 54: ciaSi. amjobineben im saqonels, rom
Page 55 and 56: asaxva hpova marketingis koncefciaS
Page 57 and 58:
a aqvs moTxovnasa da miwodebas Sori
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nen umniSvnelovanes funqciur rgols
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lovania calkeuli saqonlis marketing
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li). amasTan miznebma ar unda gamor
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Tulia sabazro moTxovnilebaTa dakmay
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� saqonlis gasaRebis potenciuri b
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� moTxovnisa da miwodebis Soris T
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amocanebis Sesabamisad reklamis biu
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Tavi 4. dagegmva da kontroli market
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sawarmos misia Secvlil sabazro piro
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miznebisa da amocanebis gansazRvris
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Ros, magram saerTod ZaRlebis katego
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zrdas, romelic, Tavis mxriv, sami s
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a m geg - s e n z i b satitulo furc
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produqtis romelma parametrebma gana
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ganyofilebaSi-marketinguli strategi
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daSvebuli Secdomebis droulad gamovl
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wliuri gegmebis kontrolis procesSi
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1) SemoTavazebuli kanonebidan romle
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xiT, rac daexmareba xelmZRvanelobas
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1) sakmaod kargad aris Tu ara firma
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2) sakmarisia Tu ara am samsaxurSi
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nax. 5.1 marketingis faqtorebis kla
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yvela saxelwodeba, romlebic exeba m
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leba aRmoCndnen zedmetni marketingi
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lis wardgena agentisaTvis gansazRvr
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5.3. firmis makro marketinguli gare
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maSasadame, ekonomikuri aqtivobis v
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kontrolebeli organoebis funqciebSi
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Tavi 6. marketinguli kvlevis meTodo
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� konkurentTa saqmianobis Sefaseb
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marketingul saqmianobaSi programul-
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leba gamoiTvalos Tanafardoba, romel
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vleva warmarTos meti sizustiT, sist
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� moxmarebis faqtiuri donis Sedar
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siRrmiseulma Seswavlam aCvena, Sefe
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gamokiTxvis meTodis realizaciis far
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Tavi 7. momxmarebelTa Seswavla 7.1.
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duqtebs, tansacmels da sayofacxovre
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o urTierTkavSirSi imyofebian, aRZra
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3) da arc politikuri aRiareba da da
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irkveva myidvelis damokidebuleba Se
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done; ekonomikis mimdinare mdgomare
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Tavi 8. bazrebis gamokvleva da segm
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etapobrivad. gamokvlevis procesSi g
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dadgenis gziT. am TvalsazrisiT miza
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programis ganaxleba; cvlileba asort
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marketinguli saqmianobis mniSvnelov
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is Semdeg safuZvlad edeba komerciul
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gonivruli moTxovnis maqsimaluri dak
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mentis mixedviT saqonlis (momsaxure
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is dajgufebas erTgvarovan tipebad.
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segments, romelsac marketingul saqm
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azris segmentis Sefaseba sam faqtor
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mcire zomis Sav-TeTri gamosaxulebia
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saxureba; damatebiTi garantiebi; mo
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kargi faseulobis matarebeli da mimz
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Tavi 9. saqoneli da sasaqonlo polit
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samagreblad efeqtiani saSualebebis
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wari mofiqrebis gareSe. aseTi saqon
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sawarmoo daniSnulebisaa saqoneli, r
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iznesmomsaxureba SeiZleba iyos teqn
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tul jgufebs, asortimentul jgufebSi
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zogjer produqtis SemadgenlobaSi rai
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zarze mis warmatebas da upiratesoba
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saqonlis konkurentunarianobis teqni
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icaven saqonels konkurentebisgan. a
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safirmo stilSi igulisxmeba im grafi
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amasTan, arseboben kompaniebi, roml
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lamo kampania, Zviri fasi, konkuren
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2) ideaTa gadarCeva (skriningi da b
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ideaTa sistematizaciis Semdeg saWir
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sasicocxlo ciklis etapebTan dakavSi
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cocxlo ciklis simwifis etapze sawar
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nax. 9. 7. savarcxlisebri sasicocxl
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Tavi 10. fasi da faswarmoqmna 10.1.
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Sromis danaxarjebi. misi sidide gan
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amasTan, xasiaTdebian garkveuli spe
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moqmnis garantiebis uzrunvelyofa, f
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fasebi maTi dadgenisa da regulirebi
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10.2. faswarmoqmnis politika da fas
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momxmarebelTa mxolod garkveuli kate
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azarze konkurentis gamodevnis mizni
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erTeuli Rirs. myidveli dadebiTad re
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moebi mizanSewonilad miiCneven saqo
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gasayidi fasebis dawesebas da Semdg
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1. maSin, roca xarjebi da misi stru
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velebi SezRuduli arian fasebis cvli
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lisadmi myidvelTa dadebiTi reaqciis
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4. fasis dadgena Tanamde produqtze.
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sisadmi wanamatis regresiuli (Semci
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lamis meSveobiT momxmareblebs awvdi
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sferos samsaxurebis fasdaTmobasac u
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Tavi 11. marketinguli arxebi da log
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Suamavlebia sabiTumo vaWroba, sacal
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nax. 11.2. marketinguli arxebis str
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iseT sawarmoebSi, romlebic nawilobr
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sacalo frenSizebis sistema mwarmoeb
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es sistemebi gamoiyeneba maSin, roc
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Suamavlebis raodenobas da saqonlis
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saqonelmoZraobis efeqtianobis amaRl
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tanaSi. transportis am saxes iyeneb
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ebiT movaWre maRaziebi viwrospecial
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sabazro ekonomikis mqone qveynebSi
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sisworeSi. bazris SerCeva uSualod u
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1) mcire da saSualo biznesis sawarm
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sabiTumo vaWrobas axorcielebs mrava
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msoflioSi gavrcelebulia arasruli mo
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safuZvelze asaReben maT produqcias.
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marTulebiT ganxorcielebuli RonisZie
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depozitebis) mozidvis da kreditebis
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dasavleTis modelis mixedviT klienti
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dasavluri modelis mixedviT, rogorc
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dito dabandebebTan. es SeiZleba gan
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qaRaldebis bazarze, agreTve saipoTe
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mac bolo mouRo fasian qaRaldebTan o
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investiciaze. arsebiTad instituciur
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saproduqto eqspansiis SesaZleblobeb
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� fasian qaRaldebs rogorc saqonel
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nax. 14.1 integrirebuli marketingul
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2. saqonlis samomxmareblo niSan-Tvi
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• darwmunebis; • yidvis ganxorc
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qonlis win wawevis kompleqsis struq
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1) reklamis miznebisa da amocanebis
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adio gamoyenebis masobrioba, geogra
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aSi ver miiRweva, maSin aucilebelia
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dadebiTi saxis propaganda da xels u
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turebsa da moqalaqeebs Soris mTeli
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� amitom isini ,,ikvebebian” sx
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prestiJis, misi saqonlisa da momsax
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li adamianebis mier gansakuTrebul s
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— sazogadoebrivi urTierTobebi don
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Si SeiZleba gamovides TviTon SefuTv
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Tavi 15. internet-marketingi 15.1.
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am aSS-Si 67%-s miaRwia. axla inter
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daT, rom standartizaciisa da brendi
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15.2. eleqtronuli vaWroba eleqtronu
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momsaxurebis Seswavlasa da yidvas g
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GXS-is qseli biznes-myidvelebs akav
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i sacalo vaWrobidan, damTavrebuli s
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Tu informaciis uSualod erTmaneTSi g
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nax. 15.3. eleqtronuli marketinguli
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Semosavali produqciisa da momsaxure
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veb-gverdebi erTmaneTisgan Sinaarso
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SerCeva da fexdafex misdion TavianT
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7. komercia (Commerce): veb-gverdis
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saitebis meSveobiT, wevrebs SeuZlia
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uli SpionaJis an TviT sabotaJis miz
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7) momxmarebelTa gansxvavebuli qcev
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sazRvargareTis bazarze(an bazrebze)
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mxriv, gansazRvravs ekonomikis ganv
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wavlon politikur-samarTlebrivi gare
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saerTaSoriso arenaze gasulma kompan
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deba. saqoneli myidvels SeiZleba ga
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ac Zalian sariskoa, magram SeuZlia
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tals, mesame, mosalodnelia qveyanaS
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arastandartuli marketingis programi
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2) transferti komerciuli fasis mixe
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yofilebis StatSi iricxebian gayidvi
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tkiceben, rom sacalo vaWrobaSi Zlie
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galiTad, 1983 wels, aSS kongresis r
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momxmarebelTa ukmayofilobis kidev e
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pul Rirsebad naTlaven. ufro metic,
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da `iareT sayidlebze, sanam ar daec
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samxreT kaliforniaSi mZRolebs ukve
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kritikosebi, agreTve, aRniSnaven, r
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aoba: momxmarebelTa moZraoba da gar
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icodnen namdvili procenti kreditze
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as gulisxmobs, rodesac garemo dacul
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TqmiT, `Monsanto-s evaleba kargi xa
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tingis samsaxurebma bevri unda imuS
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deT. Cadgmuli Cipi gaZlevT momzadeb
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el oTaxebSi wamkiTxveli mowyobilobe
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cxrili 17.1 aSS ZiriTadi kanonebi,
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ara aqvs saTanado moraluri principe
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zogadoebis nebismieri warmomadgenli
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marketingis specialistebi unda acno
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Tulia pasuxis gacema. anketis forma
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Tavisi konkurentuli upiratesobebis
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medebaTa programas. masSi mxolod zo
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demarketingi — marketingis nairsa
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xelsayreli sagareo ekonomikuri urTi
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Tan. igi moqmedebs firmasTan vadian
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lia patentiT. sakuTrebis ufleba rCe
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ganasxveben marketingis taqtikur, r
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tom?), vinaidan sabolood yvelafers
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speqtivaSi miaRwios gayidvebis mocu
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(marketinguli kvleva, marketingis g
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uli mimzidveloba; sawarmos (firmis)
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moxmarebis maqsimizacia — marketi
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nasTan da dadgindes Sesaswavli movl
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me aqvs momxmareblebTan, romlebic i
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nebis misaRwevad. zogjer mas uwodeb
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univermaRi — msxvili maRazia, rom
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S SekveTebis portfeli — SekveTebi
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xelSekruleba — mxareTa SeTanxmeba
Page 449 and 450:
26. Васильев Г. И др.
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