4მარკეტინგის საფუძვლები - შუბლაძე...

marketingis safuZvlebi

saxelmZRvanelo

prof. g. SublaZis redaqciiT

saqarTvelos ekonomikur mecnierebaTa akademiis mier

rekomendebulia saxelmZRvanelod umaRlesi

saswavleblebis studentebisaTvis

gamomcemloba `universali~ Tbilisi, 2009

https://www.facebook.com/groups/ELLIB/

2

`marketingis safuZvlebi~ erT-erTi ZiriTadi saswav-

lo disciplinaa rogorc sabazro ekonomikis pirobebSi mo-

muSave warmoeba-gasaRebis specialistebis, aseve sawarmoebis

(firmebis) menejerebisaTvis.

saxelmZRvaneloSi ganxilulia Semdegi sakiTxebi: baza-

ri — marketingis obieqturi ekonomikuri safuZveli, marke-

tingis arsi da marTva, dagegmva da kontroli, marketinguli

garemo, marketinguli kvlevis meTodologiuri da informa-

ciuli safuZvlebi, sasaqonlo bazrebis kompleqsuri gamok-

vleva, saerTaSoriso marketingi da sxv.

gankuTvnilia umaRlesi saswavleblebis studentebi-

saTvis, agreTve marketingis sakiTxebiT dainteresebuli pi-

rebisaTvis.

avtorTa koleqtivi: g. SublaZe, b. mRebriSvili, m. nanitaSvili, i. xuxua.

recenzentebi: asoc. prof. l. dolikaSvili

asoc. prof. f. wowkolauri

© avtorTa koleqtivi, 2009

gamomcemloba `universali~, 2009

Tbilisi, 0179, i. WavWavaZis gamz. 19, �: 22 36 09, 8(99) 17 22 30

E–mail: [email protected]

ISBN 978-9941-12-774-8

3

Sinaarsi

Sesavali ....................................................................................... 7

Tavi 1. bazari — marketingis obieqturi

ekonomikuri safuZveli ..........................11

1.1. bazari rogorc ekonomikur urTierTobaTa

sistema ..................................................................................... 11

1.2. bazris ZiriTadi elmentebi. bazris regulireba .....16

Tavi 2. marketingis arsi da socialur-

ekonomikuri mniSvneloba ...................26

2.1. marketingis arsi da funqciebi..........................................26

2.2. marketingis ZiriTadi principebi da elementebi.........37

2.3. marketingis saxeebi da tipebi ............................................42

Tavi 3. marketingis marTva ...............................................47

3.1. marketinguli saqmianobis marTvis procesi da

ZiriTadi koncefciebi .....................................................47

3.2. marketingis organizacia sawarmoSi (firmaSi) ..............58

3.3. marketingis samsaxurebis amocanebi da funqciebi...... 64

Tavi 4. dagegmva da kontroli marketingis

marTvis sistemaSi .......................................................73

4.1. strategiuli da taqtikuri dagegmva marketingSi......73

4.2. biznesgegma da misi kavSiri marketingTan ......................82

4.3. marketingis kontroli da misi saxeebi............................ 87

4.4. marketingis sarevizio gegma ..............................................92

Tavi 5. marketinguli garemo ..........................................100

5.1. marketinguli garemo da misi mniSvneloba..................... 100

5.2. firmis mikro marketinguli garemo................................. 102

5.3. firmis makro marketinguli garemo................................. 109

4

Tavi 6. marketinguli kvlevis meTodologiur-

informaciuli da organizaciuli

safuZvlebi .............................................................. 115

6.1. marketinguli kvleva, misi mizani da ZiriTadi

obieqtebi..............................................................................115

6.2. marketinguli kvlevis meTodologiuri

safuZvlebi .......................................................................... 117

6.3. marketinguli saqmianobis informaciuli

uzrunvelyofa....................................................................121

6.4. marketinguli kvlevis organizacia.................................126

Tavi 7. momxmarebelTa Seswavla....................................131

7.1. momxmarebelTa tipologia da misi gansazRvruli

faqtorebi............................................................................ 131

7.2. samomxmareblo saqonlis SeZenis procesi .....................137

7.3. sawarmoo daniSnulebis saqonlis SeZenis procesis

Taviseburebani ................................................................... 140

Tavi 8. bazrebis gamokvleva da segmentacia .........143

8.1. bazris gamokvleva da misi obieqtebi...............................143

8.2. bazris tevadoba. prognozireba........................................149

8.3. bazris segmentacia rogorc bazris gamokvlevis

meTodi................................................................................... 154

8.4. bazris miznobrivi segmenti, misi Sefaseba da

SerCeva................................................................................... 160

8.5. pozicirebis marketinguli strategiebi .......................165

Tavi 9. saqoneli da sasaqonlo politika ................ 171

9.1. saqonlis cneba da klasifikacia .......................................171

9.2. sasaqonlo politikis arsi da misi SemuSaveba ..............180

9.3. sasaqonlo niSani da misi mniSvneloba marketingSi ..... 188

9.4 brendingi .................................................................................. 191

9.5. axali saqoneli da misi Seqmnis procesi..........................194

9.6. saqonlis sasicocxlo cikli .............................................200

5

Tavi 10. fasi da faswarmoqmna .........................................207

10.1. fasis arsi da faswarmoqmnis sistema .............................207

10.2. faswarmoqmnis politika da faswarmoqmnis procesis

etapebi da meTodebi..........................................................217

10.3. fasebis dawesebaze moqmedi faqtorebi ........................225

10.4. sabazro fasebis formirebis meqanizmi.........................232

Tavi 11. marketinguli arxebi da logistika ..........243

11.1. marketinguli arxebis arsi, saxeebi da doneebi..........243

11.2. vertikaluri, horizontaluri da kombinirebuli

sistemebi ..............................................................................247

11.3. marketinguli arxebis SerCeva .........................................253

11.5. logistika ..............................................................................255

Tavi 12. sacalo da sabiTumo vaWroba

marketingis sistemaSi..............................................260

12.1. sacalo vaWroba ................................................................... 260

12.2. sabiTumo vaWroba ................................................................ 266

Tavi 13. marketingi sabanko da sadazRvevo

saqmianobaSi da fasiani qaRaldebis

bazarze ...................................................................276

13.1. sabanko marketingi ..............................................................276

13.2. sadazRvevo saqmianobis marketingi ...............................283

13.3. fasiani qaRaldebis bazari, rogorc marketingis

obieqti da marketinguli strategiebis

Taviseburebani am bazarze ..............................................286

Tavi 14. marketinguli komunikaciis sistema ........294

14.1. marketinguli komunikaciis kompleqsis Sesaxeb........ 294

14.2. reklama rogorc marketinguli komunikaciis forma

da misi saxeebi .....................................................................301

14.3. personaluri gayidvebi......................................................309

14.4. sazogadoebasTan urTierTobebi....................................310

14.5. gasaRebis stimulireba ......................................................319

Tavi 15. internet-marketingi..........................................323

15.1. interneti da misi roli marketingis ganviTarebaSi. 323

6

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

7

Sesavali

saqarTveloSi sabazro urTierTobebze gadasvlam mTe-

li 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 mo-

muSave specialistebisaTvis. misi mizania gaacnos biznesis

specialistebs — saqonlis Semqmnelebs (inJiner-konstruq-

torebs, dizainerebs), savaWro — gasaRebis, momsaxurebis

sferos, reklamis muSakebs, agreTve sawarmos xelmZRvane-

lebs (menejerebs) bazarze aqtiuri saqmianobis wesebi, saqon-

lis warmoebisa da realizaciis problemebis sistemuri ga-

dawyvetis, momxmareblebTan diferenciuli midgomis meTo-

debi. am disciplinam unda Camouyalibos studentebs jero-

vani warmodgena imis Sesaxeb, rom marketingi biznesSi sawar-

mos (firmis) miznebis miRwevis saSualebaa bazris (momxmareb-

lebis) moTxovnis gamovlenisa da misi efeqtiani dakmayofi-

lebisaTvis 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 Seq-

mnilma sirTuleebma, rac dakavSirebuli iyo saqonlis War-

bwarmoebis 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 50-

iani wlebidan sabazro ekonomikis qveynebSi marketingi gaxda

sawarmoebis (firmebis) sabazro da sawarmoo strategiis gan-

sazRvruli nawili da igi emyareba samomxmareblo moTxovnis

codnas. amJamad marketingi mogebis mizniT bazrisa da myid-

velTa moTxovnis kompleqsuri Seswavlis safuZvelze saqon-

lis warmoeba-gasaRebis da momsaxurebis gawevis saqmianobis

organizaciis xelSemwyobi sistemaa da ara `bazarze orien-

tirebuli produqciis warmoebisa da gasaRebis organizaci-

8

is marTvis sistema~1. Tanamedrove marketingis daniSnulebaa

moTxovnasTan warmoebis Segueba, bazarze moTxovnisa da mi-

wodebis gawonasworeba. marketingis strategia unda emyare-

bodes grZelvadian prognozirebas, taqtikam ki unda asaxos

saqonelze (momsaxurebaze) bazris koniunqtura da misi for-

mirebis priobebi.

marketingis gamoyeneba gansakuTrebiT aucilebelia

saerTaSoriso biznesis ganxorcielebaSi. samamulo sawarmo-

ebis (firmebis) msoflio bazarze saqmianobis (saerTaSoriso

biznesis) warmateba bevrad damokidebulia SesaZlo konku-

rentebTan brZolis yvela saSualebis sistemur Seswavlaze,

rom kargad icodnen maTi Zlieri da susti mxareebi da es faq-

torebi gaiTvaliswinon saeqsporto politikis SemuSavebis

dros. amave dros saWiroa maTi saqmianobis dadebiTi momen-

tebis (formebisa da meTodebis) gamoyeneba. am mxriv sul uf-

ro met mniSvnelobas iZens globaluri marketingi.

Tanamedrove marketingis winaSe dgas Semdegi amocane-

bi: bazris, momxmarebelTa moTxovnis, gemovnebis da survi-

lebis Seswavla; warmoebis Segueba am moTxovnebTan, e. i. sa-

qonlis warmoeba moTxovnis Sesabamisad, bazarze da samom-

xmareblo, moTxovnaze zemoqmedeba firmis interesebisaT-

vis. mrewvelobaSi, vaWrobaSi, momsaxurebis sferoSi ama Tu

im formiT regularulad axorcieleben marketingul kvle-

vebs ucxouri firmebis absoluturi umravlesoba.

Tanamedrove marketingis samamulo (erovnul) ekonomi-

kasa da biznesSi gamoyenebis SesaZleblobasa da mizanSewoni-

lobasTan dakavSirebiT saWiroa aRiniSnos, rom Cvens qveya-

naSi jerjerobiT marketinguli saqmianobis calkeuli ele-

mentebsa da meTodebs iyeneben. sabazro ekonomikisa da kon-

kurentuli garemos Camoyalibebis kvalobaze Cvens qveyanaSi

Seiqmneba pirobebi Tanamedrove marketingis sazRvargare-

Tis gamocdilebis sruli gamoyenebisaTvis.

maSasadame marketingis samSobloa aSS. Semdeg igi gav-

rcelda evropasa da iaponiaSi.

marketingis saswavlo kursebi SemoRebuli iqna pirve-

lad aSS-is universitetebSi 1901-1902 saswavlo wels da ro-

gorc damoukidebeli samecniero disciplina gamoeyo zogad

ekonomikur Teorias (politikur ekonomias). am disciplinis

1 r. javaxiSvili, n. oqruaSvili. marketingi. Tb., 2007. gv. 3.

9

sagania saqonelsa da momsaxurebaze momxmarebelTa (bazris)

moTxovnis gamokvlevis meSveobiT misi dakmayofilebis so-

cialur-ekonomikuri da organizaciuli aspeqtebis Seswav-

la. marketingis Teoriul-meTodologiuri safuZvelia zo-

gadi ekonomikuri Teoria (`ekonomiksi~ — inglisurenovan

qveynebSi), romlis debulebebze dayrdnobiT yvela sakiTxi

ganixileba logikuri TanmimdevrobiT. es kursi organul

kavSirSia iseT disciplinebTan, rogoricaa mikroekonomika,

biznesis safuZvlebi, menejmenti, statistika, finansebi,

fsiqologia, sociologia da sxv. marketingi iyenebs iseT me-

Todebs, rogoricaa: aRricxva, analizi, modelireba, prog-

nozireba da daproeqteba, sociologiuri gamokvleva da sxv.

marketingis disciplinis popularoba TandaTanobiT

izrdeboda da igi gaxda biznesis specialistebis momzadebis

programis Semadgeneli nawili. 1908 wels Seiqmna marketin-

gis problemebis pirveli kvleviTi firma. 1911 wels warmoiS-

va marketingis pirveli specializebuli samsaxurebi (ganyo-

filebebi) msxvili firmebis (kompaniebis) struqturebSi, 20-

ian wlebSi iqmneba marketingisa da reklamis maswavlebelTa

erovnuli asociacia, romelic Semdeg gaerTianda marketin-

gis amerikul asociaciaSi. amJamad Seqmnilia marketingis in-

stitutebi (saswavleblebi), fakultetebi, mimarTulebebi

mTeli rigi qveynebis, maT Soris saqarTvelos, umaRles sas-

wavleblebSi.

saqarTveloSi marketingis samecniero-kvleviTi insti-

tuti Seiqmna mTavrobis dadgenilebiT 1991 wels `vniiks~-is

(saxalxo moxmarebis saqonelze mosaxleobis moTxovnisa da

vaWrobis koniunqturis Seswavlis sakavSiro samecniero-

kvleviTi institutis) saqarTvelos filialis bazaze, rome-

lic funqcionirebda q. TbilisSi 1966 wlidan. pirvelad

leqciebis wakiTxva marketingis kursSi daiwyo 1989 wels iv.

javaxiSvilis saxelobis saxelmwifo universitetTan arsebi-

li biznesis umaRles skolaSi — `specfakultetze~ (1996

wlidan universitetis saerTaSoriso biznesis fakulteti).

gamoica leqciebis kursi `marketingi da komerciuli saqmia-

noba~ (1991 w.). universitetis ekonomikuri profilis oTx

fakultetze marketingis sagnis jerovan doneze swavlebis

mizniT Seiqmna (2002 w.) marketingis kaTedra, romelsac mieni-

Wa sauniversiteto statusi.

10

winamdebare saxelmZRvanelo moicavs 17 Tavs, romleb-

Sic gadmocemulia bazris arsi, marketingis cnebis Sinaarsi

da ZiriTadi koncefciebi. ganxilulia marketingis meTodo-

logiuri da informaciuli safuZvlebi, marketingis samsa-

xuris organizacia. mniSvnelovani adgili ukavia iseT sakiT-

xebs, rogoricaa: bazris kompleqsuri gamokvleva, bazris

segmentacia, saqoneli marketingis sistemaSi, marketinguli

komunikaciebis sistema da sxv.

marketingis kursis aTviseba moiTxovs saauditorio

mecadineobebis, kolokviumebis Catarebas da studentTa da-

moukidebel muSaobas.

mocemuli saxelmZRvanelo 1999 wels gamocemuli sa-

xelmZRvanelos1 gadamuSavebuli gamocemaa. am gamocemaSi Se-

tanilia Tavi saerTaSoriso marketingis Sesaxeb, radgan

calke iswavleba kursi `saerTaSoriso marketingi~; gamsxvi-

lebulia da dazustebuli zogierTi Tavi da paragrafi, da-

matebulia internet-marketingi da sxv.

saxelmZRvanelo, Cveni Rrma rwmeniT, ar unda iyos

sqeltaniani, rom ar daafrTxos potenciuri mkiTxvelebi.

masSi lakonurad unda iyos gadmocemuli yvela sakvanZo sa-

kiTxi, igi ar unda iyos gadatvirTuli sxvadasxva xasiaTis

masalebiTa da monacemebiT, romlebsac ara aqvT uSualo kav-

Siri gansaxilvel TematikasTan. gansakuTrebuli yuradReba

unda mieqces TviT sagnis (kursisa) da misTvis damaxasiaTebe-

li cnebebisa da terminebis swor definicias. am mizniT Tana-

medrove saxelmZRvaneloebs aqvT darTuli mokle ganmarte-

biTi leqsikoni (glosariumi), romelsac studentebisaTvis

arsebiTi mniSvneloba aqvs. sasurvelia saxelmZRvanelos ax-

ldes ara marto gamoyenebuli, aramed mis Sesaxeb arsebuli

specialuri literatures sia.

saxelmZRvanelos avtorebia: saqarTvelos ekonomikur

mecnierebaTa akademiis akademikosi, ekon. mecn. doqt. prof.

g. SublaZe — Sesavali, Tavebi: 1, 2, 3, 13, ganmartebiTi leqsi-

koni; ekon. mecn. kand. b. mRebriSvili — Tavebi: 4, 9, 11, 12, 16;

ekon. mecn. doqt. prof. m. nanitaSvili; ekon. mecn. kand. i. xu-

xua — Tavebi: 6, 7, 8, 10;

saxelmZRvanelo mowonebuli iyo (1999 w.) Tsu saerTa-

Soriso biznesis fakultetis meTodsabWos mier.

1 marketingi. prof. g. SublaZis redaqciiT. Tb., 1999.

11

Tavi 1. bazari — marketingis obieqturi

ekonomikuri safuZveli

1.1. bazari rogorc ekonomikur urTierTobaTa

sistema

bazari sazogadoebis ekonomikuri cxovrebis obieqtu-

ri movlenaa da mas mravalsaukunovani istoria aqvs. sabazro

ekonomikis Camoyalibeba ki ukavSirdeba meurneobis (ekono-

mikis) kapitalistur sistemas, rodesac sasaqonlo-fuladma

urTierTobebma ganviTarebis umaRles safexurs miaRwia da

moicva sazogadoebrivi cxovrebis yvela sfero. amitom sa-

bazro ekonomikaze gadasvlas arc Tu iSviaTad ekonomikur

literaturaSi rom cvlian bazarze gadasvliT (aigiveben ba-

zars da sabazro ekonomikas erTmaneTTan),1 ar aris marTebu-

li.

bazars safuZveli eyreba civilizaciis gariJraJze,

rac dakavSirebuli iyo Sromis sazogadoebriv danawilebasa

da erTimeorisagan gamocalkavebul mwarmoebelTa fenis ga-

CenasTan. bazrebis Seqmnisa da srulyofis xangrZlivi evo-

lucia mimdinareobda da mimdinareobs iseTi maradiuli eko-

nomikuri dilemis gadasawyvetad rogoricaa: SezRuduli

resursebi da adamianis SeuzRudavi (ganusazRvreli) moT-

xovnilebebi mravalferovan saqonelze (produqtze), ekono-

mikuri resursebi da adamianTa sawarmoo SesaZleblobebi

SezRudulia usazRvro moTxovnilebebTan SedarebiT. nebis-

mieri unarisa da midrekilebis adamians SeuZlia ganaxorcie-

los efeqtiani sameurneo (ekonomikuri) saqmianoba mxolod

erT romelime sferoSi (dargSi), maSin, rodesac misi moTxov-

nilebebi Zalze mravalferovania.

ekonomikuri resursebis SezRudulobis obieqturi ka-

noni gavlenas axdens warmoebis yvela faqtorze, maT Soris

iseT faqtorze, rogoricaa Sroma. resursebis SezRuduloba

garkveulwilad ganapirobebs Sromis sazogadoebriv danawi-

lebasa da adamianTa saqmianobis specializacias, rac sul

1 T. basilia, a. silagaZe, T. CikvaiZe. saqarTvelos ekonomika XXI

saukunis mijnaze, Tb., 2001, gv. 101, 136; r. kakulia. sabazro

ekonomikaze gadasvlis Teoriisa da praqtikis problemebi, Tb.,

2003, gv. 16, 286 da sxv.

12

ufro viTardeba da Rrmavdeba. es procesi xels uwyobs Sro-

mis produqtebis farTo asortimentis damzadebas, romle-

bic upasuxeben sazogadoebis moTxovnilebebs. ekonomika, sa-

dac SezRuduli resursebi gamoiyeneba imdenad racionalu-

rad, rom sazogadoebis moTxvonilebaTa dakmayofilebisaT-

vis nebismieri produqtis gamoSvebis gadideba SeiZleba sxva

produqtis (romelic sargeblobs moTxovniT) gamoSvebis

Semcirebis gareSe, efeqtiani ekonomikaa.

adamianebma rom daikmayofilon mravalferovani moT-

xovnilebebi, aucilebelia TavianTi Sromis produqtebi gac-

valon maTTvis saWiro produqtebze (sagnebze). aseTi gac-

vlis ararsebobisas, TiToeul adamians unda Seesrulebina

mravali saxis samuSao individualur moTxovnilebaTa mini-

malurad dakmayofilebisTvis, rac Zalian Seaferxebda eko-

nomikur progressa da civilizaciis ganviTarebas. amitom

Sromis SedegebiT (produqtebiT) gacvlis urTierTobebi

bazris Seqmnis procesis kidev erTi obieqturi faqtoria. na-

turaluri meurneobis dros dominirebda martivi sasaqon-

lo warmoeba da sasaqonlo gacvla; Semdgom periodSi — fu-

lis, rogorc sayovelTao ekvivalentis, warmoSobis momen-

tidan mkveTrad izrdeba sasaqonlo warmoebisa da sasaqonlo

mimoqcevis masStabebi. gacvlis procesi iZens sabazro urTi-

erTobaTa xasiaTs, ramdenadac igi xorcieldeba urTier-

Tsargeblian, ekvivalentur sawyisebze. sabazro urTier-

TkavSiris dros paritetul safuZvelze sasaqonlo gacvlis

meSveobiT TiToeuli monawile Rebulobs imden produqtebs,

ramdensac TviTon SesTavazebs gasacvlelad. gacvlis mona-

wileni, rogorc wesi, moqmedeben mxolod sakuTari, indivi-

dualuri interesebiT. amasTan e. w. `uxilavi xeli~ (bazari)

warmarTavs maT im miznisken, romliTac isini savsebiT ar

xelmZRvanelobdnen TavianT moqmedebebSi. sabazro gacvlis

monawileni ar isaxaven miznad sazogadoebisTvis xelSewyo-

bas, daxmarebas. magram amoZravebT ra sakuTari ekonomikuri

interesebi (Semosavlis mogebis miReba), isini xSirad ufro

emsaxurebian sazogadoebis interesebs, vidre maSin, roca

Segnebulad miiswrafian aqeTken.

bazari uSualod akavSirebs erTmaneTTan mwarmoebleb-

sa da momxmareblebs, romlebic fasebis, mogebis an zaralis

meSveobiT wyveten ekonomikisa da biznesis umniSvnelovanes

problemebs: ra, rogor da visTvis iwarmoos. sameurneo saq-

13

mianobis (biznesis) sabazro organizacia aRmoCnda yvelaze

efeqtiani. es ganapiroba araerTmniSvnelovanma faqtorma.

magram mTavari iyo Semdegi: sabazro organizacia uzrunvel-

yofs aRniSnuli ekonomikuri problemebis warmatebiT ga-

dawyvetas, rac SeiZleba naklebi danaxarjebiT. sabazro sis-

temaSi erTmaneTTan urTierTmoqmedeben mTeli rigi ekono-

mikuri faqtorebi. saqonlis mwarmoeblebsa da momxmareb-

lebs Soris urTierToba xorcieldeba fasebis meSveobiT da

am gziT wydeba sazogadoebis umniSvnelovanesi ekonomikuri

problemebi. sabazro sistemaSi ar aris struqturebi, rom-

lebic ukarnaxebdnen warmoebis sferosa da momxmareblebs:

ra da rogor awarmoos da visTvisaa gankuTvnili warmoebu-

li saqoneli, rogorc es xdeboda centralizebulad marTva-

di (gegmiani) ekonomikis sistemaSi (yofil ssr kavSirSi).

maSasadame, bazari ekonomikur urTierTobaTa siste-

maa, romelic uzrunvelyofs sawarmoebis (firmebis) da sxva

sameurneo (ekonomikuri) agentebis efeqtian funqcinirebas

mogebis miRebiT dainteresebis safuZvelze. es sameurneo

kavSiris formaa warmoebasa da moxmarebas, produqciis mwar-

moeblebs, sazogadoebrivi warmoebis yvela rgols Soris sa-

qonlis, kapitalis, samuSao Zalis, teqnologiebis da a. S.

yidva-gayidvis procesebis saSualebiT. bazris obieqturi

moTxovnaa momxmareblebze da maT survilebze maqsimaluri

orientacia, rac ganapirobebs konkurencias saqonelmwarmo-

eblebs, gamyidvelebs Soris momxmarebelTa (gasaRebis baz-

rebis) dasapyrobad. konkurencia amuxruWebs fasebis zrdas,

ubiZgebs warmoebas mecnierul-teqnikuri progresisken, ai-

Zulebs samuerneo (ekonomikuri) agentebs aamaRlon produq-

ciisa da momsaxurebis xarisxi, Seamciron warmoebis xarjebi

da ukeT daakmayofilon momxmarebelTa moTxovna, sabazro

urTierTobebisTvis damaxasiaTebeblia ekonomikuri Tavi-

sufleba da Tavisufali faswarmoqmna.

rogorc aRiniSna, bazari pirvel rigSi gulisxmobs gam-

yidvelebsa da myidvelebs Soris ekonomikur urTierTobebs,

romlebic vlindeba bazarze, saqonlis realizaciis proces-

Si. es urTierTobebi rTuli da mravalwaxnagovania, magram

isini unda ganvasxvavoT sasaqonlo-fuladi urTierTobebi-

sagan, romlebic gacilebiT farTo cnebaa. sasaqonlo-fula-

di urTierTobebi ekonomikur urTierTobaTa mTeli erTob-

liobaa, romlebic yalibdebian materialuri dovlaTis sa-

14

zogadoebrivi warmoebis, ganawilebis, gacvlisa da moxmare-

bis procesSi. isini `wminda~ sabazro urTierTobebTan erTad

moicaven: sawarmoebis (firmebis) urTierTobebs saxelmwifo

biujetTan; ekonomikur urTierTobebs, romlebic yalibde-

bian erovnuli Semosavlis ganawilebisa da gadanawilebis

procesSi; ekonomikur urTierTobebs, romlebic dakavSire-

bulia arasawarmoo sferos (janmrTelobis dacvis, ganaTle-

bis da a. S.) ganviTarebasTan, ekonomikur urTierTobebs mox-

marebis sferoSi da sxv.

miuxedavad imisa, rom bazris Camoyalibebasa da ganvi-

Tarebas mravalsaukunovani istoria aqvs, misi cnebis Sesaxeb

dRemde ekonomikur literaturaSi ar arsebobs erTiani Se-

xeduleba. ekonomikur literaturaSi bazari gaigivebulia

vaWrobasa da sasaqonlo mimoqcevasTan. bazris Sesaxeb gamo-

cemul monografiebSic ki ver mijnavdnen bazars da vaWrobas

da cnebebs `bazris koniunqtura~, `vaWrobis koniunqtura~,

iyenebdnen rogorc sinonimebs.1 bazris arsis Sesaxeb Cvens

ekonomikur literaturaSi yvelaze metad gavrcelebulia

misi rogorc saqonlis gacvlis sferod aRiareba an kidev mi-

si gaubraloebuli saxiT warmodgena: adgili, sadac xorci-

eldeba saqonlis yidva-gayidva, savaWro garigebebis dadeba.2

aqve unda iTqvas, rom savsebiT marTebulia Semdegi mosazre-

ba: `bazris kategoria ufro farTo cnebaa. Sesabamisi komu-

nikaciebis saSualebaTa arsebobisas sruliad ar aris auci-

lebeli bazari iyos specialuri geografiuli adgili. saga-

zeTo Tu sxva reklamis meSveobiT yalibdeba, ase vTqvaT, `sa-

telefono~ bazari — myardeba savaWro partnioroba gamyid-

velsa da myidvels Soris~.3 amas SeiZleba davamatoT is, rom

sul ufro farTovdeba e. w. eleqtronuli vaWroba

maSasadame, xazgasmiT unda aRiniSnos, rom cneba `baza-

ri~ gacilebiT farToa, vidre cneba `vaWroba~ (saqonelmi-

moqceva). pirvel cnebaSi igulisxmeba warmoebis, ganawile-

bis, gacvlis ekonomikuri urTierTobebi, faswarmoqmnasTan

1 saqonlis bazari: formireba, marTva. a. v. orlovis da f. a. kruti-

kovis red., moskovi, 1986, gv. 12 (rusul enaze). 2 m. maqsoevi. mewarmoebisa da biznesis safuZvlebi, Tb., 1995, gv. 14;

ekonomikuri leqsikoni prof. a. silagaZis xelmZRvanelobiT,

Tbilisis universitetis gamomcemloba, Tb., 2001, gv. 42 da sxv. 3 r. gogoxia. sabazro ekonomika. Tb., 1996. gv. 8.

15

erTad, sameurneo kavSirurTierToba warmoebas da moxmare-

bas Soris, xolo meore cneba Semoifargleba ekonomikuri

urTierTobebiT sasaqonlo gacvlis (mimoqcevis) sferoSi.

amasTan ekonomikaSi yovel gacvlas rodi axasiaTebs sabazro

meqanizmis principi. bazris arsebobis arasakmarisi kriteri-

umia Sromis produqtebis (saqonlis) moZraobis mosaSualeba

yidva-gayidvis (vaWrobis) formiT. produqtebis ganawileba

gegmiani sistemis dros an fondirebis pirobebSi resursebiT

materialur-teqnikuri momarageba, rodesac winaswar gan-

sazRvrulia mimwodeblebi da momxmareblebi, miwodebis mo-

culoba da struqtura, gacvla xorcieldeba fuladi anaz-

RaurebiT, magram mas gaaCnia ukiduresad formaluri xasia-

Ti. aseT pirobebSi ar aris bazari da ekonomikur (sameurneo)

kavSir-urTierTobaTa regulireba atarebs arasabazro,

mkacri administrirebis xasiaTs. bazris principebis ignori-

reba yofil ssr kavSriSi iwvevda, erTi mxriv, mTeli rigi sa-

qonlis deficits, meore mxriv, ki zenormatiuli sasaqonlo

maragis dagrovebas e. w. Cawolili (gausavliani) saqonlis sa-

xiT.

bazris cnebis daxasiaTebisas mizanSewonilia ori Ziri-

Tadi midgoma: jer — erTi, bazari rogorc ekonomikis orga-

nizaciis wesi, romelic emyareba biznesis Tavisuflebas da

konkurencias da, meore, bazris cnebis gansazRvra misi kon-

kurentul-ekonomikuri Sinaarsis safuZvelze. am SemTxveva-

Si bazari ganixileba, upirveles yovlisa, rogorc meqanizmi,

romelic iZleva SesaZleblobas ganisazRvros Tanafardoba

moTxovnasa da miwodebas Soris saqonlisa da momsaxurebis

sxvadasxva saxeebze. marketingis TvalsazrisiT swored es

midgomaa yvelaze saintereso.

bazrebis klasifikacia SeiZleba sxvadasxva niSnis mi-

xedviT. yvelaze metad miRebulia klasifikacia bazris mas-

Stabisa da saqonlis (momsaxurebis) saxeobis mixedviT. mag-

ram aucilebelia imis gaTvaliswineba, rom bazrebis klasi-

fikaciisadmi nebismier midgomisas maT Soris CarCoebi fri-

ad pirobiTi xasiaTisaa. masStabis mixedviT ganasxvaveben

msoflio, erovnul da regionul bazrebs. erTi konkretuli

qveynisTvis (magaliTad, saqarTvelosTvis) arsebobs saSinao

bazari da sagareo bazari. saSinao (erovnuli) bazari moicavs

konkretuli qveynis sazRvrebiT Semofarglul ekonomikur

urTierTobebs. misi ZiriTadi monawileebi arian rogorc

16

erovnuli (samamulo) sawarmoebi, aseve sxva qveynebis sawar-

moebi (firmebi). sagareo bazari ki scildeba erTi qveynis

erovnul sazRvrebs. rac Seexeba msoflio (saerTaSoriso)

bazaars, misi monawileebi arian sxvadasxva qveynis firmebi.

saqonlisa da momsaxurebis xasiaTis mixedviT bazrebi

mravalferovania: samomxmareblo saqonlis (kvebis produq-

tebis, tansacmlis, sayofacxovrebi teqnikis da a. S.) bazari;

samrewvelo daniSnulebis (warmoebis saSualebebis) saqon-

lis (nedleulis, Savi liTonebis da a. S.) bazari, samuSao Za-

lis bazari, fasiani qaRaldebis bazari, saSuamavlo bazari

da sxv.

1.2. bazris ZiriTadi elmentebi. bazris regulireba

bazris ZiriTadi elementebia: moTxovna, miwodeba da

fasi. maT Soris urTierTkavSiri qmnis sabazro meqanizms.

moTxovna saqonelze (momsaxurebaze) moTxovnilebis

is nawilia, romelic uzrunvelyofilia fuladi saSualebe-

biT, e. i. myidvelobiTunarianobiT anu gadaxdisubnariano-

biT. moTxovnas sxvanairad bazarze warmodgenil moTxovni-

lebas uwodeben. am gansazRvraSi mniSvnelovania Semdegi pi-

roba: moTxovna, rogorc wesi, moTxovnilebis gadaxdisuna-

riani nawilia da, rogorc ekonomikuri kategoria, warmoad-

gens bazarze gadaxdisunariani moTxovnilebis gamovlinebis

formas. amrigad, cneba `moTxovnis~ sinonimia `gadaxdisuna-

riani moTxovnileba~ da ekonomikur lietarturaSi termin

`gadaxdisunariani moTxovnis~1 gamoyeneba moklebulia yo-

velgvar safuZvels (aragadaxdisunariani moTxovna ar arse-

bobs).

moTxovnis warmoSobis aucilebeli pirobaa is, rom

myidvels (momxmarebels) hqondes fuladi uzrunvelyofa,

rac mas aZlevs saSualebas daikmayofilos moTxovnileba sa-

qonelze (momsaxurebaze). moTxovnis warmoSobisa da ganviTa-

rebis istoriuli procesi dakavSirebuli iyo sasaqonlo

warmoebis, sasaqonlo gacvlis (saqonelgacvlis) da bazris

1 savaWro sawarmos ekonomika, damxmare saxelmZRvanelo, Tb., 1996,

gv. 236; r. asaTiani. ekonomiksi (ganmartebiTi leqsikoni), Tb.,

1996, gv. 35 da sxv.

17

evoluciasTan. saqonlis saqonelze uSualod gacvlis (bar-

teris) dros moTxovna obiqturad arsebobda rogorc rea-

luri ekonomikuri kategoria, magram igi warmodgenili iyo

ara fuliT, aramed saqonliT, romelic eqvemdebareboda

gacvlas da gamodioda ekvivalentis saxiT gacvlis proces-

Si. sayovelTao ekvivalentis rolSi fulis gamoCeniT ic-

vleba moTxovnis nivTobrivi Sinaarsi da moTxovna gvevline-

ba moTxovnilebis fuladi gamovlenis formad.

moTxovna friad rTuli kategoriaa. misi klasifikacia

SeiZleba moxdes sxvadasxva niSnis mixedviT. arsebobs moT-

xovnis sxvadasxva saxeoba: mosaxleobis (momxmarebelTa)

moTxovna saqonelsa da momsaxurebaze, sawarmos (saqonel-

mwarmoebelTa) moTxovna materialuri resursebze da ara-

warmoebiTi sferos dawesebulebaTa moTxovna. mizanSewoni-

lad unda CaiTvalos mxolod iseTi klasifikacia, rodesac

xmarebaSi Semotanil termins eqneba praqtikuli mniSvneloba

da SesaZlebelia misi zusti gansazRvra da gazomva. gamoyo-

fen namdvil, realizebul, daukmayofilebel, gadadebul da

formirebaSi myof moTxovnas.

bazris meore ZiriTadi elementis — miwodebis cneba

moicavs sasaqonlo masisa da momsaxurebis saerTo raodeno-

bas (moculobas), romlebic warmodgenilia bazarze sareali-

zaciod saqonelmwarmoeblebisa da gamsaReblebis mier.

miwodebis ekonomikur kategoriaSi ZiriTadia sasaqonlo

miwodeba romelSic igulisxmeba saqonlis warmoebisa da ga-

sayidad SeTavazebis SesaZlebloba sabazro fasebiT stimu-

lirebis safuZvelze. saqonlis miwodebis formirebis gadam-

wyveti faqtori da mTavari wyaroa warmoeba. warmoebis sfe-

ro gansazRvravs miwodebis moculobasa da struqturas, mi-

si ganviTarebis tendenciebs, miwodebas konkretulad mie-

kuTvneba yvela saqoneli, romelic aris (gamotanilia) ba-

zarze, samrewvelo firmebis sawyobebSi arsebuli mza nawar-

mis maragi, saqoneli gzaSi, saqoneli sabiTumo da sacalo

vaWrobis bazebsa da sawyobebSi.

bazris funqciebia: faswarmoqmna da konkurencia. baz-

ris pirvel da erT-erT mTavar funqciad iTvleba

faswarmoqmna. sabazro fasebis dadgenis meqanizmi warmo-

adgens komunikaciis, informaciis unikalur saSualebas, ro-

melic aucilebelia adamianisTvis biznesis samyaroSi. ope-

ratiuli, vrceli da kompaqturi informacia, rasac Seicavs

18

fasebi, xels uwyobs TiToeuli saxis saqonlis bazris gaje-

rebulobis an deficiturobis, misi warmoebis xarjebis do-

nis, teqnologiis srulyofis mimarTulebebis gansazRvras,

biznesis efeqtianad warmarTvis stimulirebas, resursebis

ekonomias. warmoebis moculobis da gamosaSvebi produqciis

saasortimento struqturis, saqonlisa da momsaxurebis xa-

rixsis srulyofas ganapirobebs sabazro faswarmoqmna.

fasebis formirebis meqanizmi yalibdeba myidvelebisa

da gamyidvelebis, maTi moTxovnis da miwodebis urTier-

Tmoqmedebis Sedegad. Tu bazarze ama Tu im saqonlis miwode-

ba aRemateba masze moTxovnas, maSin fasi klebulobs (mcir-

deba). Zviri fasebi xSirad arasakmarisi miwodebis signalia,

da arasakmarisi saqonlis warmoeba izrdeba im momentamde,

vidre moTxovna-miwodebis wonasworoba ar miiRweva. ama Tu

im saqonlis siWarbe bazarze iwvevs fasebis Semcirebas (dak-

lebas), rom gaiyidos saqoneli; amave dros fasebis dakleba

saqonelze aiZulebs warmoebas Seamciros misi gamoSveba.

moTxovna-miwodebis wonaworobis da faswarmoqmnis meqaniz-

mi aregulirebs yvela bazars, gansazRvravs nebismieri sa-

qonlis an momsaxurebis fass. adamianis Sromis saxeobasac ki

aqvs fasi, romelsac xelfass uwodeben.

moTxovnisa da miwodebis dialeqtikur erTianobas, maT

urTierTkavSirs da urTierTmoqmedebas, maT obieqtur mis-

wrafebas wonasworobisken ganapirobebs moTxovna — miwode-

bis kanoni. es kanoni uSualo kavSirSia moTxovnisa da miwo-

debis urTierTobaTa regulirebasTan. moTxovna-miwodebis

kanoni aqtiurad moqmedebs bazarze disproporciis warmo-

Sobisas, roca fasebis meSveobiT xdeba wonasworobis aRdge-

na moTxovnasa da miwodebas Soris.

bazris meore mTavar funqciad aRiarebulia konkuren-

cia. rogorc faswarmoqmna, aseve konkurencia mravalwaxna-

govani fenomenia. bazari da konkurencia warmoudgenelia

erTmaneTis gareSe. sabazro konkurencia xels uwyobs axali

da ufro iafi saqonlis warmoebas. magram warmateba konku-

rentul garemoSi uzrunvelyofilia mxolod im sawarmosaT-

vis (firmisTvis), romelic bazarze aRmoaCens axal moTxov-

nilebebsa da warmoebis Sesabamis teqnologiebs, gamoiyenebs

konkurentebis mier SeumCnevel sxvaobas warmoebis faqto-

rebis axlandel (arsebul) fasebsa da bazarze warmosadgen

saqonlis fasebs Soris. konkurenciaSi marcxdeba is firma,

19

romelic ver moipovebs bazris xelsayrel segments (nawils),

sakuTar `niSs~ (laT. budes). am ukanasknel cnebaSi igulis-

xmeba firmis (sawarmos) saqonlis realizaciis wili bazris

mocemul segmentze analogiuri saqonlis realizaciis saer-

To moculobaSi, sxvanairad konkurentebTan brZolaSi ba-

zarze gansazRvruli wilis mopoveba an bazris sakuTar `niS-

Si~ poziciebis gamagreba. konkurencia Seicavs damangrevel

impulss, akotrebs ra, upirveles yovlisa, araefeqtian, me-

toqeobisTvis uunaro firmas.

bazarze arsebuli mdgomareobis SefasebisTvis iyene-

ben iseT ekonomikur kategoriebs rogoricaa bazris koniun-

qtura da bazris tevadoba. bazris koniunqtura niSnavs dro-

is yovel mocemul momentSi Camoyalibebul pirobaTa (faq-

torTa) erTobliobas, romlis ganmavlobaSi bazarze mimdi-

nareobs (xorcieldeba) realizaciis procesi. bazris koniunqtura ganisazRvreba ekonomikur maCvenebelTa gar-

kveuli sistemiT, romelic axasiaTebs moTxovnisa da miwode-

bis arsebul Tanafardobas maTze moqmedi faqtorebis gamov-

leniT saTanado rekomendaciebis damuSavebisTvis. rac See-

xeba bazris tevadobas, igi gulisxmobs garkveuli perio-

dis manZilze (magaliTad, 1 wlis ganmavlobaSi) bazarze rea-

lizebuli saqonlis moculobas naturalur an RirebulebiT

gamosaxulebaSi. saerTaSoriso biznesSi ama Tu im qveynis

bazris tevadobis gansazRvrisas erovnuli warmoebis mocu-

lobas amcireben (an adideben) eqsport-importis (saldos)

moculobiT, agreTve iTvaliswineben saqonlis gardamaval

marags periodis dasawyisisTvis.

sabazro ekonomikaze gadasvlasTan dakavSirebiT zog-

jer gamoTqvamen mosazrebas imis Taobaze TiTqos es moaswa-

vebs dabrunebas kapitalizmisken. rogorc cnobilia, bazari

ar aris kapitalizmis gamogoneba, igi warmoiSva civilizaci-

is gariJraJze da, Tumca damaxinjebuli saxiT, magram mainc

arsebobda sabWouri socializmis drosac. amasTan mxedve-

lobaSia misaRebi is, rom bazari, erTi mxriv, axalisebs ini-

ciativas, gergilianobas, fxianobas, Zlier dartymas ayenebs

gaTanabrebiT fsiqologias da sxvis kmayofaze yofnis gan-

wyobilebas, meore mxriv, aris saSiSroeba, rom bazarma xeli

Seuwyos saqmosnebs. korumpirebuli da sxva parazituli

elementebis gamococxlebasa da arajansaRi biznesis ganvi-

Tarebas, rasac samwuxarod, adgili aqvs Cvens sinamdvileSi.

20

amitom aucilebelia qveyanaSi jerovani kanonebi da maTi

amoqmedeba, raTa ganxorcieldes civilizebul sabazro eko-

nomikaze gadasvla.

maSasadame, sabazro urTierTobaTa pirobebSi, rom ga-

moiricxos aRniSnul negatiur movlenebTan erTad stiqiu-

robisa da anarqiis warmoSobis mizezebi, saWiroa bazris sis-

tematuri regulireba, romelic unda ganxorcieldes saxel-

mwifos mxriv ara administrirebis, aramed umTavresad eko-

nomikuri meTodebis saSualebiT saTanado kanonmdeblobis

safuZvelze. bazris regulireba ZiriTadad miznad isaxavs

mis ZiriTad elementebs — moTxovnasa da miwodebas Soris op-

timaluri wonasworobis miRwevas, rasac udidesi sazogado-

ebrivi mniSvneloba aqvs.

bazris regulirebis problemis swored gaSuqebisaTvis

unda dazustdes am cnebis Sinaarsi. saqme isaa, rom ekonomi-

kur literaturaSi, arsebobs am sakiTxTan dakavSirebiT sav-

sebiT gansxvavebuli mosazrebani. cnobilia, rom bazari

TviTregulirebadi fenomenia da saxelmwifos uSualo Care-

va araa saWiro, e. i. mizanSewonilad miiCneven e. w. `Tavisufa-

li bazris~, `Tavisufali sabazro ekonomikis~ ideas.1 amasTan

bazris regulirebas saxelmwifos mier gansakuTrebiT saWi-

rod Tvlian maSin, rodesac igi gajerebulia an gajerebamdea

misuli, gamwvavebulia gasaRebis problema da konkurenciu-

li brZola. motanili Sexeduleba moklebulia safuZvels.

upirveles yovlisa, miuRebelia cnebebis `regulire-

bis~ da `marTvis~ gaigiveba.2 aucilebelia cnebis `regulire-

bis~ gamijvna cnebebis `marTvisa~ da `dagegmvisagan~. marTvi-

sa da regulirebas Soris arsebiTi gansxvavebaa. regulireba

(laT. `regulare~) niSnavs gansazRvruli wesrigisadmi, wesi-

sadmi damorCilebas, mowesrigebas an meqanizmis nawilebis

swori urTierTmoqmedebis dawesebas. marTva regulirebas-

Tan SedarebiT mravalwaxnagovani saqmianobaa da misi ZiriTa-

di komponentia (funqciaa) dagegmva. amasTan misaRebi gadaw-

yvetilebebi, wesebi aucileblad Seexeba konkretul siste-

mas (obieqts). sistemis (obieqtis) marTva ki SesaZlebelia

mxolod im SemTxvevaSi, Tu SeiZleba misi dagegmvac. e. i. risi

1 dasax. ekonomikuri leqsikoni, gv. 45; r. kakulia, dasax. wigni, gv.

14, 46 da sxv. 2 e. bolokaZe. marketingi, Tb., 1995, gv. 28.

21

dagegmva SeuZlebelia. misi marTvac SeuZlebelia. unda aRi-

niSnos, isic, rom regulirebas, rogorc wesi, axasiaTebs ga-

cilebiT didi xangrZlivobis (drois mixedviT) periodi, vid-

re marTvas.

amrigad, bazarTan, sabazro ekonomikasTan mimarTebaSi

unda vixmaroT klasikuri cneba `regulireba~ da aqedan ga-

momdinare `regulirebadi bazari~, `regulirebadi ekonomi-

ka~, rac Seexeba e. w. `Tavisufal bazars~, `Tavisufal sabazro

ekonomikas~ isini wminda abstraqciaa. bazari yvela SemTxveva-

Si eqvemdebareba regulirebas (zemoqmedebas), romlis Sesaxeb

qvemoT gveqneba saubari. amasTan erTad arasworia msjeloba

bazris marTvisa da dagegmvis Taobaze im martivi mizezis ga-

mo, rom bazris erT-erTi Ziritadi elementi — moTxovna ya-

libdeba obieqtur faqtorebTan erTad subieqturi faqtore-

bis, agreTve SemTxveviTi (stoqastikuri) faqtorebis zemoq-

medebiT, romlebic ar eqvemdebarebian marTvas. amitom, miu-

Rebelia `gegmiani bazrisa~ da `regulirebadi~ (maT Soris

mkacrad regulirebadi) bazris, gaigiveba. amrigad, e. w. gegmi-

ani bazari an bazris marTva nonsensia. alogikuria bazrebis

marTvis sistemad marketingis gamocxadeba.1

sabazro ekonomikaze gardamaval periodSi saxelmwi-

fos maregulirebeli moqmedeba saerTod ekonomikis struq-

turuli gardaqmnis procesebze aris aucilebelic da gamar-

Tulic. saxelmwifos nebismieri monawileoba sameurneo

cxovrebaSi (biznesSi), sabazro urTierTobaTa damkvidrebis

etapzec ki, niSnavs saxelmwifos ama Tu im zomiT zemoqmede-

bas moTxovnisa da miwodebis Tanafardobis moculobasa da

struqturaze. gamoyofen aseTi zemoqmedebis Semdeg Ziri-

Tad formebs: 1. saxelmwifos arapirdapiri, iribi zemoqmede-

ba moTxovnasa da miwodebaze; 2. saxelmwifos pirdapiri ze-

moqmedeba moTxovnasa da miwodebaze.

saxelmwifos mier moTxovnasa da miwodebaze arapirda-

piri zemoqmedebis klasikuri magaliTia proteqcionistuli

politikis gatareba, romelic miznad isaxavs erovnuli baz-

ris dacvas, maT Soris, saTanado pirobebis Seqmnas samamulo

firmebis mier ekonomikis struqturuli gardaqmnebis gan-

xorcielebisTvis. aseT politikas mimarTa iaponiis mTavro-

1 marketingi. n. d. eriaSvilis redaqciiT, moskovi, 2000, gv. 6 (rusul

enaze).

22

bam erovnuli saavtomobilo kompaniebis poziciis ganmtki-

cebisTvis, rom daecva isini ufro iafi amerikuli avtomobi-

lebis mozRvavebisagan. amiT iaponur kompaniebs miecaT Se-

saZlebloba mieRwiaT aucilebeli teqnologiuri donis-

Tvis, rom Semdgom (rogorc es moxda) warmatebiT gaewiaT

konkurencia msoflios saavtomobilo gigantebisTvis. pro-

teqcionistuli daxmareba erTi dargis firmebisTvis zRu-

davs im dargebis ganviTarebas, romlebic ar moeqcnen aseTi

politikis CarCoebSi. amitom proteqcionistuli politika

arsebiTad niSnavs resursebis gadanawilebas erTi sferodan

meoreSi. arsebobs saxelmwifos mxriv moTxovna-miwodebaze

(bazarze) iribi zemoqmedebis sxva farTod cnobili meTode-

bic (sagadasaxado ganakveTebis, bankis procentis sididis

Secvla da sxv.). magram inflaciis maRali tempebis pirobebSi

maTi gamoyenebis SesaZleblobebi SezRudulia.

saqarTvelosTvis friad sayuradReboa aSS magaliTis

motana imis Taobaze, romelic sakuTari bazris dasacavad me-

zobel qveyanasTan konfliqtsac ar erideba.1 saqme exeba Ci-

lel da amerikel biznesmenTa Soris warmoSobil konkurenci-

as. gasuli saukunis 90-iani wlebis bolodan oragulis moSene-

ba da rewva Ciles ekonomikis erT-erTi swrafad ganviTareba-

di dargi gaxda. bolo xuTi wlis ganmavlobaSi am dargis sa-

warmoebis zrdis tempi yovelwliurad 25%-ze maRalia. amito-

mac Cile norvegiis Semdeg `cocxali~ oragulis yvelaze didi

eqsportioria. aSS-Si moxmarebuli oragulis naxevari (182

aTasi tona) swored Ciles angariSze modis. oragulis eqspor-

ti am qveyanaSi Cilelebs 130-140 mln aSS dolar mogebas uto-

vebs. aSS bazarze iseTi maRalkonkurentuli saqonlis Semo-

tevam, rogorc `cocxali~ oragulia, karga xania SeaSfoTa am

produqciis adgilobrivi mwarmoeblebi. maT Cilelebi ukve

meramdened daadanaSaules dempingSi. isini amtkiceben, rom

Ciles xelisufleba oragulis mwarmoeblebs solidur subsi-

diebs aZlevs. fermerebi didi odenobis SeRavaTian kredit-

Tan erTad ufasod iReben teqnologiebsac, romlebic saxel-

mwifo institutebSia damuSavebuli. mTavroba mxars uWers

maT da SeRavaTian fasebSi uwevs reklamas. yovelive amis Tao-

baze oragulis amerikelma mrewavebma aSS-is vaWrobis saminis-

troSi oficialuri saCivari Seitanes. maT moTxovnebs mTav-

1 marketingi prof. g. SublaZis redaqciiT, dasax. wigni, gv. 17.

23

robamac dauWira mxari. 1997 wlis ivlisis bolos saerTaSori-

so savaWro komisiam amerikeli mrewavebis mxardasaWerad wi-

naswari daskvnac gamoitana, romelic Cilesa da aSS saerTaSo-

riso savaWro urTierTobaSi Tu oficialurad dakanondebo-

da, Ciles oraguli SeiZleba sabaJo danaricxebis 40%-ian ga-

daulaxav zRudes waawydeboda (davis warmoSobamde igi Seuz-

Rudavad SehqondaT aSS-Si). ufro metic, aseTi procentis

daSvebam aSS bazarze Ciledan Rvinisa da xilis importsac Se-

iZleba analogiuri winaaRmdegobebi Seuqmnas.

msoflio praqtikaSi sakuTari biznesisadmi gonivruli

proteqcionistuli politikis gatareba sulac ar niSnavs

provincializms. sakuTari bazari Tu Tavad ar daicavi, mas,

bunebrivia, sxva verc da arc daicavs. TviT saerTaSoriso

masStabiT aRiarebuli demokratiuli saxelmwifo — aSS-c ar

erideba aseTi RonisZiebebis gatarebas. 1996 wels am qveyana-

Si adgilobrivi biznesis sasargeblod italiuri spagetis

importi SezRudes. ufro adre ki iaponuri avtomobilebis

mimarT gaatares TiTqmis analogiuri zomebi. aseTma nabijma

TiTqmis yovelTvis gamoiRo Sedegebi. aSS-s ekonomika kidev

ufro ganviTarda.

saqarTveloSi gansakuTrebiT gardamaval periodSi,

aucilebelia erovnuli biznesis yovelmxrivi mxardaWera da

daxmareba. amasTan gasaTvaliswinebelia saqarTvelos geopo-

litikuri mdebareoba. strategiuli resursebis (navTobi,

bunebrivi gazi, xorbali da sxv.) deficiti ucxouri investi-

ciebis saWiroeba.

saxelmwifos mxriv moTxovnaze pirdapir zemoqmedeba-

Si ifulisxmeba biznesis mxardaWeris cnobili gza, rodesac

saxelmwifo gamodis ama Tu im produqciis uSualod Semkve-

Tisa da momxmareblis rolSi. magram moTxovnasa da miwode-

bas Soris proporciaTa formirebaSi bazris dominirebuli

rolis pirobebSi, aseT zemoqmdebas SeiZleba hqondes SezRu-

duli xasiaTi; kerZod, roca saxelmwifo mxolod iseTi pro-

duqciis SemkveTia, romelic ganekuTvneba samxedro da saer-

To saxelmwifoebrivi infrastruqturis kategorias. Tu sa-

xelmwifo (saministroebi) daiwyebs sruluflebiani sameur-

neo subieqtis rolis Sesrulebas (erTi sawarmodan produq-

ciis SeZenas da sxva firmebze gayidvas), es arsebiTad iqnebo-

da dabruneba marTvis Zvel centralizebul sistemaze (roca

marTvis funqcias Serwya regulireba) yvela cnobili misi

24

negatiuri SedegiT. magram gardamaval periodSi SeiZleba Se-

iqmnas situacia, rodesac saqonlis calkeul saxeebze moT-

xovnis saxelmwifoebrivi mxardaWera gamarTlebulia. saqme

exeba zogierT nawarmze moTxovnis Semcirebas, rac ganpiro-

bebulia momxmarebelTa ZiriTadi masis droebiTi finansuri

siZneleebiT. saxelmwifo organoebma unda gamoavlinon moT-

xovnis Semcirebis droebiTi da koniunqturuli xasiaTi da

gamoiyenon Sesabamisi sasaqonlo resursebis formirebis-

Tvis yvela aucilebelia RonisZieba.

saxelmwifos pirdapiri zemoqmedeba miwodebaze

struqturuli gardaqmnis amocanebis gadawyvetis erT-erTi

yvelaze TvalsaCino wesia. saxelmwifos mier warmoebis gan-

viTarebis prioritetul mimarTulebaTa uSualo dafinanse-

ba, romelic SeiZleba ganxorcieldes sxvadasxva organiza-

ciul-finansuri formiT, gamoricxavs moTxovnisa da miwo-

debis droebiTi meryeobis faqtors. swored aseTi midgoma

gamomdinareobs gardamavali periodis kapitaldabandebis

wyaroebis struqturidan, rodesac individualuri invesa-

ticiebis (saojaxo meurneobebis) saSualebebi SedarebiT

mcirea.

maSasadame, bazris regulireba saWiroa ara marto ma-

Sin, roca bazari gajerebulia an gajerebis pirasaa misuli

da gamwvavebulia konkurencia, aramed gardamaval period-

Sic, roca mimdinareobs saxelmwifos aqtiuri monawileoba.

ganasxvaveben e. w. gamyidvelisa da myidvelis bazaars. `gam-

yidvelis bazris~ pirobebSi moTxovna mniSvnelovnad aRema-

teba miwodebas, bazari gaujerebelia. arsebobs mwarmoeblis

diqtati, e. i. mwarmoebeli privilegiur mdgomareobaSia da

deficitis pirobebSi ugulvebelyofilia momxmareblis in-

teresebi, SezRudulia saqonlis asortimenti, rac aiZulebs

myidvels SeiZinos is, rasac gamyidveli sTavazobs (gansa-

kuTrebuli pretenziebis gareSe saqonlis xarisxisa da

mTlianad teqnikur-ekonomikuri Tvisebebis mimarT). `myid-

velis bazris~ pirobebSi, piriqiT, produqciis (momsaxure-

bis) miwodeba gacilebiT aRemateba masze moTxovnas. aseTi

bazari xasiaTdeba sxvadasxva mwarmoeblebis mier gamoSvebu-

li saqonlis farTo asortimentiT, rac myidvels SesaZleb-

lobas aZlevs airCios saqoneli Tavisi gemovnebisa da survi-

lisamebr. aseTi viTareba bazarze amwvavebs konkurencias da

saxelmwifos mxriv regulireba metiwald iribi zemoqmede-

25

bis RonisZiebebiT ifargleba. `myidvelis bazris~ tendencia

ekonomikurad ganviTarebul qveynebSi gamoikveTa gasuli sa-

ukunis 50-ian wlebidan. Tanamedrove saerTaSoriso bazari,

sasaqonlo bazrebi myidvelis bazrebia. romlebzec aris

mwvave konkurencia, brZola myidvelis mopovebisTvis, rac

aiZulebs mwarmoeblebs (gamyidvelebs) izrunon saqonlis xa-

risxis gaumjobesebis, asortimentis ganaxlebisa da misi ga-

yidvis procesebis (servisis) srulyofisaTvis.

sabazro ekonomikis dros moTxovna-miwodebis yvela

ZiriTadi problema, rogorc wesi, wydeba sawarmos (firmis)

doneze. am mimarTulebiT dagrovda mdidari gamocdileba im

qveynebSi, sadac Camoyalibebulia civilizebuli sabazro

ekonomika. esaa saqonlis warmoeba-gasaRebis praqtikisa da

Teoriis sistema, romelic cnobilia marketingis saxelwo-

debiT. marketinguli saqmianoba aucilebelia Cveni sawarmo-

ebis (firmebis) sabazro urTierTobaTa pirobebSi warmate-

buli muSaobisTvis. magram am saqmeSi ucxouri gamocdilebis

pirdapiri gadmoReba da meqanikuri danergva ar aris mizan-

Sewonili. saWiroa arsebuli gamocdilebis safuZvelze mar-

ketingis erovnuli (qarTuli) koncefciis SemuSaveba da ga-

moyeneba, romelic miesadageba adgilobrivi (erovnuli)

firmebis funqcionirebis realobas, rac ganpirobebulia

Cveni qveynis bunebriv-klimaturi pirobebiT, mosaxleobis

tradiciebiT, momxmarebelTa fsiqologiuri ganwyobiT da

sxva faqtorebiT. amgvarad, sawarmom (firmam) rom SeZlos

konkretul garemoSi funqcionireba, safuZvlianad unda ga-

erkves momxmarebelTa moTxovnaSi da maqsimalurad izrunos

misi dakmayofilebisTvis, winaaRmdeg SemTxvevaSi firma ga-

kotrdeba. marketinguli saqmianoba mravalferovania: igi

iwyeba bazris SeswavliT, Sesabamisi produqciis (momsaxure-

bis) SeqmniT da moicavs warmoeba-gasaRebis mTel cikls ren-

tabeluri (momgebiani) Sedegebis miRwevis CaTvliT. amitom

marketingi emyareba mikroekonomikur maxasiaTeblebsa da

kriteriumebs da xels uwyobs umTavresad kompleqsuri

(dargTaSorisi) problemebis gadawyvetas sawarmos (firmis)

doneze. e. i. marketingi mikroekonomikuri problemebis war-

matebiT gadawyvetis aucilebeli pirobaa sabazro ekonomi-

kis pirobebSi

26

Tavi 2. marketingis arsi da socialur-

ekonomikuri mniSvneloba

2.1. marketingis arsi da funqciebi

marketingis socialur-ekonomikuri arsis garkvevis-

Tvis aucilebelia dadgindes misi mTavari daniSnuleba da

arsebiTi niSnebi.

sabazro ekonomika, romelic emyareba biznesis Tavi-

suflebasa da konkurencias, nebismieri sferos (warmoebis,

vaWrobis da sxv.) firmisgan moiTxovs sameurneo saqmianobis

(biznesis) ganxorcielebas bazarze maqsimaluri orientaci-

iT; winaaRmdeg SemTxvevaSi gardauvalia misi gakotreba

(funqcionirebis Sewyveta). saqme is aris, rom firmis mier

Sesrulebuli samuSaos Sedegad Seqmnil Sromis produqts

(momsaxurebas), rogorc wesi, unda hyavdes momxmarebeli

(myidveli). firma — miuxedavad profilisa, sanam daiwyebdes

bizness (mewarmeobas), kargad unda gaerkves bazris (momxma-

rebelTa gadaxdisunarian) moTxovnilebaSi da mxolod amis

Semdeg unda gadawyvitos sabazro moTxovnis Sesabamisi sa-

qonlis warmoeba. biznesis erT-erTi mcnebis mixedviT didi

Secdomaa jer awarmoo saqoneli, xolo Semdeg ifiqro ro-

gor gayido igi. Tavidanve unda gadawydes, ra SeiZleba gaiyi-

dos imisgan, risi gakeTebac SeuZlia firmas da Semdeg awar-

moos.

aRniSnuli problemis gadawyvetisTvis friad aqtua-

luri mniSvneloba aqvs marketingis praqtikisa da Teoriis

dargSi sazRvargareT (upirveles yovlisa, aSS-Si) dagrovil

gamocdilebas. am gamocdilebis Seswavla da gamoyeneba au-

cilebelia ara marto ekonomikuri mecnierebisaTvis, aramed

sawarmoebis (firmebis) praqtikuli saqmianobisaTvis sabaz-

ro urTierTobaTa pirobebSi.

Tanamedrove marketingma, vidre igi Camoyalibdeboda

rogorc sawarmos (firmis) sabazro meqanizmze damyarebuli

warmoeba-gasaRebis saqmianobis sistema, evoluciis saukuno-

vani gza ganvlo. misi warmoSoba ganapiroba saqonlis reali-

zaciis (gasaRebis) siZneleebma didmasStabiani warmoebis

ganviTarebisa da gamwvavebuli konkurenciis pirobebSi.

27

marketingSi, rogorc ekonomikuri saqmianobis sistema-

Si, asaxulia yvela Teoriuli, meTodologiuri da organiza-

ciul-meToduri hipoTeza sawarmos (firmis) ekonomikuri

qcevis Sesaxeb konkurentunarianobis asamaRleblad. es sis-

tema moicavs marketingis strategiasa da taqtikas, rac uz-

runvelyofs firmisTvis maqsimaluri mogebis miRebas saqon-

lis realizaciidan. es ki SesaZlebelia marketinguli kvle-

vebis sistemuri Catarebis gziT, romlis Sedegad iqmneba sa-

informacio baza bazarze arsebuli mdgomareobis Seswavli-

sa da moTxovna-miwodebis prognozebis dasamuSaveblad,

romlebic safuZvlad daedeba marketingis programis (geg-

mis) da strategiis Sedgenas. amasTan moklevadiani prognozi

keTdeba detalur maCveneblebSi. sasaqonlo bazrebis koni-

unqturis prognozi aucilebelia bazarze optimaluri taq-

tikis gansazRvrisaTvis moTxovna-miwodebis mosalodneli

Tanafardobis gaTvaliswinebiT.

nebismieri kategoriis (movlenis) arsi organul kav-

SirSia mis funqciebTan (daniSnulebasTan); sxvanairad kate-

goriis arsi Tavis gamoxatulebas poulobs mis funqciebSi.

narketingis arsis Taobaze arsebobs azrTa sxvadasxvaoba da

mravali ganmarteba, germaniis marketingis institutis mona-

cemebis Tanaxmad 1995 wlisaTvis dagrovda marketingis daax-

loebiT 2000 ganmarteba.1 termini `marketingi~ niSnavs ba-

zarze moqmedebas, saqmianobas, bazris Seqmnas, keTebas. mag-

ram marketingi, ekonomikuri saqmianobis sistemaa da gacile-

biT farTo cnebaa.

Tavdapirvelad marketingis cnebis Sinaarsi dakavSire-

buli iyo saqonelmimoqcevis, saqonlis gasaRebis sferos

faqtorebis analizTan, dawyebuli mwarmoeblis mier saqon-

lis gamoyenebiT da damTavrebuli momxmareblamde misi day-

vaniT. e. i. marketingis miznad miCneuli iyo firmis mier war-

moebuli produqciis gasaRebis uzrunvelyofa. magram cxov-

rebam aCvena, rom Tu saqoneli warmoebulia sabazro moTxov-

nilebis gaTvaliswinebis gareSe, misi efeqtian gasaRebaze

zedmetia laparaki. amis gamo marketingis cnebis Sinaarsma

ganicada arsebiTi cvlilebebi saqonlis warmoebisa da rea-

lizaciis pirobebis cvlilebaTa Sesabamisad da dRes marke-

1 o. d. andreeva, a. v. andreevi. marketingis TviTmaswavli, moskovi,

2001, gv. 13 (rusul enaze).

28

tingi warmatebiT gamoiyeneba ekonomikisa da biznesis yvela

sferoSi (dargSi) da arakomerciul saqmianobaSic.

miuxedavad amisa, dRemde avtorTa erTi nawili marke-

tings aigivebs savaWro-gasaRebiT saqmianobasTan, gacvlis

procesebTan.1 Tanamedrove marketingis mTavari principia

saqonlis warmoebis uzrunvelyofa bazris moTxovnilebeb-

Tan sruli SesabamisobiT: iwarmoos is, rac gaiyideba da ara

iyidebodes is, rac warmoebulia. swored marketingis pirvel

mcnebad aRiarebulia Semdegi: `Tu Tqven saqoneli ara gaqvT,

Tqven araferi ar gagaCniaT~.2 amitom Tanamedrove etapze

marketingis gamoyenebis mTavari sferoa materialuri war-

moeba da yvela is saqmianoba, rac dakavSirebulia saqonlis

warmoebasTan da sxvadasxva momsaxurebis gawevasTan.3 aRniS-

nulidan gamomdinare, rodesac yovelgvar savaWro-gasaRe-

bis, saSuamavlo da sareklamo saqmianobas Tvlian marketin-

gad, moklebulia safuZvels. marketingis cnobili amerikeli

profesori f. kotleri aRniSnavs: `umravlesoba SecdomiT

aigivebs marketings gasaRebasa da stimulirebasTan. gasaRe-

ba misi mravali funqciidan mxolod erTi funqciaa, amasTan

xSirad araarsebiTi~.4 e. w. saxelmZRvanelos avtori ki saqon-

lis gasaRebas miiCnevs arsebiTad Tanamedrove marketingSi5

yovelgvari argumentis gareSe. e. i. marketingi ar SeiZleba

iyos ekonomikis romelime erTi dargis, magaliTad vaWrobis

kuTvnileba, rogorc es warmoudgenia avtorTa nawils. sa-

qarTvelos umaRles saswavleblebSi SemoRebul iqna vaWro-

bis ekonomikisa da marketingis specialoba, rac ar iyo mar-

Tebuli. alogikuria marketingis gamocxadeba biznesis (anu

sameurneo saqmianobis) funqciad, miT umetes biznesis ganvi-

Tarebis ZiriTad da centralur funqciad.6

1 Tanamedrove marketingi. v. e. xruckis red. moskovi, 1997, gv. 27

(rusul enaze); a. soxaZe, s. uruSaZe, m. gigolaSvili. marketingi,

quTaisi, 1991, gv. 12; r. beriZe. gza civilizebuli biznesisaken,

1993, gv. 91 da sxv. 2 Jurn. `marketing~, #3, 1994, gv. 17 (rusul enaze). 3 g. SublaZe. menejmentisa da marketingis cnobari, Tbilisis uni-

versitetis gamomcemloba, Tb., 1994, gv. 58, 4 f. kotleri. marketingis safuZvlebi, 1992, moskovi, gv. 46 (rusul

enaze). 5 z. grigolaSvili. marketingi. saxelmZRvanelo. Tb., 1999, gv. 8. 6 r. javaxiSvili, n. oqruaSvili, dasax. wigni, gv. 3, 8, 25.

29

amgvarad, Tanamedrove marketingis mTavari daniSnu-

lebaa saqonlis warmoebisa da sxva nebismieri samurneo saq-

mianobis (biznesis) Segueba bazarTan, momxmarebelTa (myid-

velTa) moTxovnasTan; bazris winaswari Seswavlisa da misi

ganviTarebis perspeqtivebis gansazRvris (prognozirebis)

Semdeg unda gadawydes iseTi produqciis (momsaxurebis) war-

moebis sakiTxi, romelsac eqneba realizaciis (gayidvis) ga-

rantia.

samwuxarod, amerikuli saxelmZRvanelos — `gamoyene-

biTi ekonomikis~ meoTxe gamocemis qarTul TargmanSi, rome-

lic damtkicebulia saqarTvelos ganaTlebis saministros

mier damxmare saxelmZRvanelod ufrosi klasebisaTvis, mar-

ketingis ganmarteba gadmocemulia Zveli interpretaciiT:

`saqmianoba, romelic xels uwyobs warmoebuli saqonlisa da

momsaxurebis warmatebul realizacias~.1 garda amisa, am wig-

nSi gadmocemulia marketingis mTavari funqciebi saqonlis

Sesyidva-gayidvasa da realizaciaze aqcentis gakeTebiT: in-

fromaciis Segroveba, Sesyidva, transportireba, gayidva, Se-

naxva da sxv.2

aRniSnulidan gamomdinare arsebiTi mniSvneloba aqvs

marketingis swor definiacias, gansakuTrebiT saxelmZRvane-

loSi. zogadad marketings ganmartaven rogorc biznesis fi-

losofias. yvelaze metad gavrcelebulia kotleriseuli

ganmarteba, sadac, Cveni azriT, calmxrivadaa gadmocemuli

am cnebis arsi: `marketingi adamianuri saqmianobis saxeobaa,

romelic mimarTulia saWiroebaTa da moTxovnilebaTa da-

sakmayofileblad gacvlis saSualebiT”.3 marTalia, nebismie-

ri kategoriis definiciisas SeuZlebelia yvela misi ZiriTa-

di damaxasiaTebeli niSnis gaTvaliswineba, magram aucilebe-

lia ganmartebaSi aisaxos arsebiTi mxareebi. motanil gansaz-

RvraSi ar Cans bazris, misi erT-erTi ZiriTadi elementis —

moTxovnis Seswavlis, prognozirebis aucilebloba. ganmar-

tebaSi aqcenti keTdeba saWiroebisa da moTxovnilebis dak-

mayofilebaze gacvlis, e. i. gasaRebis, realizaciis saSuale-

biT maSin, rodesac marketingis Tanamedrove gagebaSi, ro-

gorc aRiniSna, mTavaria jer bazris, kerZod misi erT-erTi

1 gamoyenebiTi ekonomika. Tb., 1997, gv. 216. 2 gamoyenebiTi ekonomika. dasax. wigni, gv. 97. 3 f. kotleri. dasax. wigni, gv. 47

30

ZiriTadi elementis — moTxovnis Seswavla-prognozireba da

Semdeg warmoebis (biznesis) daqvemdebareba momxmarebelTa

moTxovnis dakmayofilebisadmi.

maSasadame, Tanamedrove marketingis arsebiTi aspeqtia

ar moTxovnilebis an kidev saWiroebis, aramed moTxovnis

Seswavla da misi maqsimaluri gaTvaliswineba produqciis

(momsaxurebis) warmoebis procesSi, winaaRmdeg SemTxvevaSi

firma ver miaRwevs ZiriTad mizans biznesSi — mogebis miRe-

bas. amitom mizanSewonilad migvaCnia ganmarteba:

marketingi aris saqonelze (momsaxurebaze da sxv.) moT-

xovnis Seswavla-prognozireba da misi dakmayofilebis uz-

runvelyofa gacvlis saSualebiT mogebis misaRebad. moT-

xovnis dakmayofilebisTvis ki aucilebelia misi winaswar ga-

movlena-Seswavla.

unda aRiniSnos isic, rom ekonomikur literaturaSi

terminebs `marketings~ da `bazarTmcodneobas~ aigiveben er-

TmaneTTan,1 rac ar aris marTebuli. marketingi gacilebiT

ufro farTo cnebaa, vidre bazarTmcodneoba. saqme isaa, rom

marketingi ar izRudeba marto bazris SeswavliT. igi amave

dros axdens aqtiur zemoqmedebas bazarze, kerZod, moTxov-

nis formirebaze da moqnilad reagirebs moTxovnis cvlile-

bebze. amrigad, marketingi konkretuli moTxovnis dakmayofi-

lebasa da mogebis miRebaze orientirebuli saqonlis warmoe-

bisa da gasaRebis xelSemwyobi kompleqsuri sistemaa, romelic

emyareba bazris sistemur gamokvlevasa da prognozirebas, sa-

warmos (firmis) Siga da gare garemos Seswavlas, bazarze misi

qcevis strategiisa da taqtikis damuSavebas marketingis

programis daxmarebiT.

aucilebelia iTqvas kidev erTi uzustobis Sesaxeb

marketingisa da menejmentis urTierTdamokidebulebasTan

dakavSirebiT. ekonomikur literaturaSi marketings ganmar-

taven rogorc sawarmoebis (organizaciebis) marTvis siste-

mas, rogorc warmoeba-gasaRebis marTvis sistemas an kidev

rogorc marTvis sabazro koncefcias2 da amgvarad aigiveben

1 o. qeSelaSvili. biznesis organizacia. Tb., 1995, gv. 15; g. jolia.

marketingi, Tb., 1992, gv. 12 da sxv. 2 m. a. oklanderi. marketingi da logistika mewarmeobaSi, odesa,

1996, gv. 28 (rusul enaze); T. wereTeli. ekonomika da biznesi. Tsu,

1997, gv. 205; z. grigalaSvili. dasax. wigni, gv. 5.

31

mas menejmentTan. sawarmos doneze menejmenti da marketingi

gadajaWvulia erTmaneTTan, magram menejmenti gacilebiT

ufro farTo saqmianobaa, vidre marketingi. menejmenti sa-

warmos (firmis) fuqncionirebis yvela mimarTulebis, maT

Soris marketinguli saqmianobis marTvasac niSnavs. Tu mar-

ketingi aRiarebulia biznesis filosofiad, menejmenti aris

biznesis marTvis filosofia. mkvlevarTa nawili Tvlis mar-

ketings menejmentis (marTvis) erT-erT funqciad.1 amitom

SeiZleba laparaki mxolod sawarmos marketinguli marTvis

Taobaze (bazarze orientirebuli marketinguli marTva). e. i.

menejmenti moicavs firmis (sawarmos) saqmianobis yvela mi-

marTulebis marTvas, saxeldobr warmoebis, marketingis, fi-

nansebis, kadrebis da a. S. vinaidan marketingi menejmentis

obieqtia, `marketingis safuZvlebi~ erTi semestriT mainc

adre unda iswavlebodes, vidre `menejmentis safuZvlebi~.

aqve isic unda aRiniSnos, rom marketingis Sesaxeb litera-

turaSi marketingis dagegmva unda ganixilebodes marTvas-

Tan mWidro, logikur kavSirSi, radgan dagegmva menejmentis

(marTvis) pirvel da erT-erT ZiriTad funqciad aris miCneu-

li.

marketingi Tavis arsidan gamomdinare emyareba Semdeg

ZiriTad cnebebs: saWiroeba, moTxovnileba, moTxovna, saqo-

neli, gacvla, garigeba, mogeba da bazari.

marketingis safuZvlad miCneulia adamianiseuli saWi-

roebani. adamianTa saWiroeba rTuli da mravalferovani

cnebaa. masSi Sedis fiziologiuri saWiroeba saWmelze, tan-

sacmelze, siTbosa da usafrTxoebaze; socialuri saWiroeba

sulier siaxloveze, gavlenasa da erTgulebaze; piradi saWi-

roeba codnasa da TviTgamoxatvaze. es saWiroebani yalibde-

ba ara gare faqtorebis zemoqmedebiT, aramed gamomdinareo-

ben adamianis fenomenidan. Tu saWiroeba ar aris dakmayofi-

lebuli, adamiani dabeCavebuli da daTrgunulia. rac ufro

mniSvnelovania misTvis esa Tu is saWiroeba, miT ufro Rrmad

ganicdis adamiani misi dakmayofilebis SeuZleblobas da Re-

bulobs alternatiul gadawyvetilebas: an eZebs saWiroebis

dakmayofilebis wyaros, an Seecdeba CaaxSos is.

1 i. n. gerCikova. menejmenti. saxelmZRvanelo, moskovi, 1995, gv. 149

(rusul enaze).

32

rac Seexeba adamianis moTxovnilebas, masSi igulisxme-

ba individis kulturuli donisa da pirovnebis Sesabamisi

specifikuri formis saWiroeba. moTxovnilebebi TavianT ga-

moxatulebas pouloben saWiroebis dakmayofilebis im SesaZ-

leblobebSi, romlebic damaxasiaTebelia mocemuli sazoga-

doebis ekonomikuri da kulturuli ganviTarebis donis-

Tvis. socialur-ekonomikuri ganviTarebis kvalobaze iz-

rdeba sazogadoebis moTxovnilebebic. rac ufro maRldeba

ekonomikuri ganviTarebis done, miT ufro izrdeba adamian-

Ta interesi da survili sxvadasxva saqonlis (momsaxurebis)

SeZenisadmi. mwarmoeblebi cdiloben iyos Sesabamisoba ada-

mainTa moTxovnilebebsa da im saqonels Soris, romelsac

isini uSveben. am SemTxvevaSi saqoneli (momsaxureba) gamodis

rogorc konkretul moTxovnilebaTa dakmayofilebis saSua-

leba. adamianTa moTxovnileba prsaqtikulad usazRvroa, xo-

lo maTi dakmayofilebis resursebi SezRuduli.

adamiani saqonlis masidan irCevs (moiTxovs) imas, rome-

lic aniWebs mas yvelaze met kmayofilebas mis finansur Se-

saZleblobaTa farglebSi. rogorc cnobilia, moTxovna moT-

xovnilebis is nawilia, romelic uzrunvelyofilia myidve-

lobiTi unariT.1 e. i. moTxovna gadaxdisunariani moTxovni-

lebaa. amitom `gadaxdisunariani moTxovnis~ xmareba,2 alogi-

kuria. magram mxedvelobaSia misaRebi is, rom moTxovna damo-

kidebulia momxmarebelTa fulad Semosavlebsa da fasebis

doneze. adamianebi irCeven iseT saqonels, romelic sasurve-

lia samomxmareblo TvisebebiT da iyideba maTTvis xelsayre-

li fasiT.

cnebaSi `saqoneli~ igulisxmeba ara marto nawarmi, ro-

melic akmayofilebs saWiroebasa da moTxovnas, aramed sxva-

dasxva saxis momsaxureba, idea da sxv. Tu termini `saqoneli~

zogjer arabunebrivad JRers, maSin misi Secvla SeiZleba

Semdegi SesatyvisebiT `moTxovnis damakmayofilebeli~, `mi-

wodeba~. yvela saqonels, romelic akmayofilebs myidvelis

moTxovnas, uwodeben arCevanis sasaqonlo asortiments. sa-

qoneli rac ufro sruliad Seesabameba momxmareblis survi-

lebs, miT ufro met warmatebas aRwevs mwarmoebeli da gamsa-

1 da ara msyidvelobiTi unariT. 2 r. asaTiani, dasax. wigni, gv. 35; z. grigalaSvili, dasax. wigni, gv. 10

da sxv.

33

Rebeli. amitom nebismieri profilis firma unda eZebdes po-

tenciur momxmareblebs, avlendes maT gadaxdisunarian moT-

xovnilebas — moTxovnas da mTel Zalisxmevas unda mimarTav-

des maTi rac SeiZleba srulad dakmayofilebisTvis.

adamianebi TavianT moTxovnas ikmayofileben gacvlis

saSualebiT. gacvla niSnavs raime sasurveli saqonlis (mom-

saxurebis) miRebis aqts sanacvlod raimes miwodebis gziT.

marketingis sistemaSi erT-erTi ZiriTadi cnebaa `ga-

rigeba~, romelic warmoadgens bazarze saqonlis (faseulo-

bis) gacvlas or mxares Soris. sameurneo saqmianobis (bizne-

sis) Sedegad miRebulma Semosavlebma unda gadafaros dana-

xarjebi, romlebic iqna gaweuli da firmas unda darCes moge-

ba.

bazari SeiZleba Camoyalibdes raime saqonelze (momsa-

xurebaze) an raime faseulobaze. magaliTad, Sromis bazari

Sedgeba adamianebisagan, romlebsac surT Tavisi samuSao Za-

la gacvalon xelfasze an saqonelze.

amgvarad, marketingi, rogorc bazarze saqmianobis sis-

tema, moicavs: saqonelze (momsaxurebaze) momxmareblis ga-

daxdisunariani moTxovnilebaTa Seswavlas, moTxovnis mdgo-

mareobisa da dinamikis gulmodgined gaTvaliswinebas; war-

moebis Seguebas bazris moTxovnebTan; aqtiur zemoqmedebas

bazris moTxovnis, formirebaze; kontrols saqonlis reali-

zaciis pirobebze, moqnil reagirebas moTxovnis cvlilebeb-

ze.

marketings, rogorc nebismier sistemas, gaaCnia Tavisi

principebi (mimarTulebebi), meTodebi da amocanebi. marke-

tingis mimarTulebebi gulisxmobs politikis gatarebas sa-

qonlis asortimentisa da xarisxis, fasebis formirebis, ga-

saRebis organizaciis, komunikaciebis sferoSi. yvela CamoT-

vlili problemis gadaswyvetad sxva meTodebTan erTad yve-

laze qmediT meTodad aRiarebulia analizi. marketingSi ana-

lizs eniWeba yovelmxrivi, obieqturi da kritikuli xasiaTi,

rac imas niSnavs, rom arsebuli mdgomareoba unda Sedardes

TeoriaSi miRebul principebTan.

sabolood SeiZleba gakeTdes daskvna imis Taobaze rom

marketingi bazarze sawarmos (firmis) saqmianobis Tanamed-

rove meTodologiaa, romelic orientirebulia konkurenci-

is pirobebSi momxmarebelTa moTxovnis dakmayofilebasa da

mogebis miRebaze. marketingi rogorc meTodologia exmare-

34

ba sawarmoebs (firmebs) imaSi, rom gairkves sawarmos sabazro

SesaZleblobebi. farTo gagebiT marketingi niSnavs biznesis

filosofias sabazro ekonomikis pirobebSi.

Tanamedrove specialur literaturaSi ar aris erTia-

ni azri marketingis funqciebis Sesaxeb. sxvadasxva avtori

sxvadasxvagvarad ayalibebs marketingis funqciebs. amasTan

xSirad maTi Sexedulebebi gansxvavebulia erTmaneTisagan.

isic unda aRiniSnos, rom mecnier-mkvlevarTa nawili saer-

Tod ar msjelobs marketingis funqciebze. Cveni azriT, mar-

ketingis funqciebSi unda iqnes Setanili saqmianobis is saxe-

ebi, romlebic mxolod misTvisaa damaxasiaTebeli da gamoxa-

taven mis arss. gamomdinare aRniSnulidan marketingis funqciebia:

• bazris kompleqsuri gamokvleva;

• sasaqonlo asortimentis gansazRvra (dagegmva);

• sabazro strategiis Camoyalibeba da faswarmoqmna;

• moTxovnis formireba da gasaRebis stimulireba.1

bazris kompleqsuri gamokvleva moicavs, upirveles

yovlisa, momxmareblisa da saqonlis Seswavlas. gamokvlevis

obieqtebia agreTve marketinguli (saqonelmoZraobis) arxe-

bi, konkurentebi da marketinguli garemos sxva faqtorebi,

bazris gamokvlevis Sedegebi uzrunvelyofs sawarmos (fir-

mis) xelmZRvanelobas saWiro informaciiT swori gadawyve-

tilebebis misaRebad. bazris Seswavlas sawarmoebi axdenen

damoukdieblad an maTi SekveTebis safuZvelze bazars Seis-

wavlian specializebuli samecniero-kvleviTi dawesebule-

bebi an centrebi (laboratoriebi). ganviTarebuli sabazro

ekonomikis qveynebisagan gansxvavebiT saqarTveloSi ar eT-

moba saTanado yuradReba marketingul kvlevebs. sawarmoTa

absoluturi umetesoba muSaobs principiT: `saqoneli iyos

da is gaiyideba marketinguli kvlevebis gareSec~. aseTi mid-

goma mcdaria da xSirad xdeba mcire firmebis (sawarmoebis)

kraxis mizezi.

momxmarebelTa gamokvlevis procesSi, pirvel rigSi,

unda gamovlindes momxmarebelTa is jgufi an jgufebi, rom-

lebzec gasaRdeba mocemuli sawarmos produqcia maTze mi-

1 marketingis funqciebi jerovnad ganxilulia mocemuli saxel-

mZRvanelos Sesabamis TavebSi.

35

zanmimarTuli marketinguli zemoqmedebis safuZvelze. mom-

xmarebelTa potenciuri raodenoba, bazarze maTi qcevis gan-

msazRvreli motivebis Seswavlis Sedegebi gaiTvaliswineba

sawarmoTa gegmebis Sedgenisas. Tu swored iqneba Seswavlili

momxmareblebi da miRebuli Sedegebi saqmianad gamoyenebuli

muSaobaSi, gaizrdeba gayiduli saqonlisa da miRebuli moge-

bis moculoba.

momxmarebelTan erTad marketinguli kvlevis mTavari

obieqtia saqoneli. cxadia, Tu saqonlis samomxmareblo Tvi-

sebebi ar Seesabameba momxmarebelis moTxovnebs, marketin-

guli RonisZiebebi ver uzrunvelyofs mis gayidvas mocemul

regionSi. amitom aucilebelia saqonlis samomxmareblo Tvi-

sebebis momxmareblis moTxovnebTan SesabamisobaSi moyvana,

misi xarisxis, fasis da sxva maCveneblebis mixedviT. saqonlis

gamokvlevis mizania imis gansazrvra, Tu romel saqonels da

ra raodenobiT SeiZens momxmarebelTa mocemuli jgufi.

bazris gamokvlevas aucileblad unda hqondes konkre-

tuli xasiaTi, e. i. Seswavlil unda iqnes momxarebelTa kon-

kretuli jgufi da saqonlis konkretuli saxe.

didi mniSvneloba eniWeba konkurentebis Seswavlas.

konkurentebis saqmianobis Zlieri da susti mxareebis gamov-

lena uadvilebs sawarmos xelmZRvanelobas saqonlis reali-

zaciis procesis dasaCqareblad gadawyvetilebebis miRebas.

aranaklebi mniSvneloba aqvs firmebis saqmianobis gamokvle-

vas, romlebic mocemul sawarmos exmarebian saqonlis mom-

xmareblamde dayvanaSi. aseTi gamokvlevis mizania ufro ga-

mocdili, prestiJuli da myari finansuri mdgomareobis mqo-

ne savaWro, safinanso-sakredito da sxva saxis Suamavlebis

SerCeva.

bazris gamokvlevis Sedegebis mixedviT sawarmo gansaz-

Rvravs im sasaqonlo asortiments, romelic unda awarmoos,

an gayidos.

bazris mxolod safuZvliani analizis pirobebSia Se-

saZlebeli axal saqonelze moTxovnis gansazRvra da arsebu-

li saqonlis gaumjobesebis mimarTulebebis dadgena. momxma-

rebelTa moTxovnis Sesabamisad warmoebuli saqonlis rea-

lizaciis albaToba didia da exmareba sawarmos bazarze mya-

ri poziciis dakavebasa da maqsimaluri mogebis miRebaSi.

sawarmos mier swori strategiis miznebis SemuSaveba

SesaZlebelia momxmareblebis, saqonlis da konkurentebis

36

yovelmxirvi Seswavlisa da prognozirebis bazaze. sabazro

strategias SeiZleba gamoeyos Semdegi mimarTulebebi:

• arsebuli saqonlis tradiciul bazrebze gayidvis

moculobis gadidebis strategia;

• axali saqonlis tradiciul bazrebze gayidvis stra-

tegia;

• arsebuli saqonliT axal bazrebze SeRwevis strate-

gia;

• axali saqonlis axal bazrebze gayidvis strategia.

sabazro strategiis gansazRvrisas sawarmoebisTvis

amosavalia minimaluri danaxarjebiT maqsimaluri mogebis

miReba.

marketingul politikaSi friad mniSvnelovania zemoq-

medeba momxmarebelze moTxovnis Camoyalibebis mizniT. mom-

xmarebelze zemoqmedebas sawarmoebi axdenen saqonlis, misi

teqnikur-ekonomikuri maxasiaTeblebis, samomxmareblo Tvi-

sebebis da sxva niSnebis momxmareblisaTvis gacnobis gziT.

moTxovnis CamoyalibebaSi ZiriTad rols asrulebs

reklama.1 igi SeiZleba daxasiaTdes rogorc mizanmimarTuli

informacia, romlis saSualebiTac momxmarebels aRuZraven

saqonlis SeZenis survils. reklama moTxovnis Camoyalibebis

procesze moqmedi subieqturi faqtoria. misi meSveobiT ma-

sobrivi infromaciis saSualebebi da ekonomikis sxvadasxva

dargis sawarmoebi da organizaciebi zemoqmedeben momxmare-

belTa fsiqologiaze ama Tu im saqonleze moTxovnis warmo-

Sobisa da ganviTarebis mizniT. sareklamo kompania uSualod

ukavSirdeba sxvadasxva saxis organizaciuli saSualebis ga-

moyenebas, kerZod, gamofena-gayidvebis, gamofena-daTvali-

rebebis mowyobis da sxva RonisZiebebis Catarebas. moTxovnis

warmoSobisa da ganviTarebis mimarTulebiT moqmedebs ag-

reTve biznesis ganviTareba saerTod da infrastruqturuli

cvlilebebi moxmarebis sferoSi.

reklama ganixileba agreTve rogorc saqonlis gasaRe-

bis procesis stimulirebis saSualeba. gasaRebis stimuli-

rebas emsaxureba yvela is RonisZieba, romelic aCqarebs sa-

qonlis realizaciis process da zrdis gayiduli saqonlis

1 reklama rogorc komunikaciis forma da misi saxeebi ganxilulia

14 TavSi.

37

mocualobas. aseTi saxis RonisZiebebia: faswarmoqmna, premi-

aluri gayidva, saqonlis sacdeli partiis ufasod gadacema

SuamavlebisTvis da sxva. gasaRebis stimulirebis saSualebe-

bis SerCeva damokidebulia stimulirebis obieqtze. gansxva-

vebuli saSualebebiT xdeba sakuTari TanamSromlebis, mom-

xmareblebis da Suamavlebis stimulireba.

faswarmoqmnis politikiT sawarmoebi aRweven TavianT

miznebs, rac, pirvel rigSi, gamoixateba mogebis gansazRvru-

li odenobiT miRebaSi. saqonlis premialuri gayidva momxma-

rebelTa stimulirebis mniSvnelovani saSualebaa. am Sem-

TxvevaSi premiis rolSi gamodis saqoneli. Tu bazarze mwar-

moebeli Suamavlebis meSveobiT gadis, is yovelmxriv cdi-

lobs maT gaaqtiurebas, raSic, sxva RonisZiebebTan erTad,

did rols asrulebs SuamavlebisTvis saqonlis sacdeli par-

tiis ufasod gadacema da sxv.

2.2. marketingis ZiriTadi principebi da elementebi

miuxedavad imisa, rom saqmianobis specifikidan gamom-

dinare marketinguli muSaoba calkeul sawarmoebSi xorci-

eldeba garkveuli TaviseburebebiT, mas axasiaTebs saerTo

niSnebi — principebi.

marketingis principebSi igulisxmeba is saerTo ni-

San-Tvisebebi, romlebic damaxasiaTebelia marketingul saqmi-

anobisTvis sxvadasxva sawarmoSi (firmaSi).

marketingis ZiriTadi principebia:

1. saqmianobis orientacia konkretuli momxmareblis

moTxovnaze;

2. mTeli saqmianobisadmi sistemuri midgoma;

3. orientacia axali saqonlis Seqmnasa da gasaRebaze;

4. sawarmos imijis formireba da Semdgomi ganmtkice-

ba;

5. mogebis miReba.

marketingis CamoTvlili principebi erTmaneTTan

mWidrodaa dakavSirebuli da avseben erTmaneTs.

marketingSi mTavaria miznobrivi orientacia da kom-

pleqsuroba. miznobrivi orientacia konkretuli momxmareb-

lis moTxovnaze uzrunvelyofs sawarmoTa efeqtianad muSa-

obas, vinaidan momxmarebelia maTi saqmianobis Sedegebis Sem-

fasebeli da myidveli. amitom aSS-Si gavrcelebulia gamoT-

38

qma: `myidveli mefea~. kompleqsurobaSi igulisxmeba mTeli

saqmianobisadmi sistemuri midgoma, e. i. marketingi gamoyene-

buli unda iqnes rogorc sistema da ara rogorc sxvadasxva

saxis marketingul RonisZiebaTa meqanikuri nakrebi. praqti-

kulma gamocdilebam uCvena, rom calke aRebuli, izolire-

bulad ganxorcielebuli marketinguli RonisZieba ar iZle-

va sasurvel Sedegebs.

konkurencia da momxmarebelTa moTxovnis sistematu-

ri cvlileba aiZulebs sawarmoebs mudmivad izrunon Tavian-

Ti saqonlis xarisxisa da asortimentis gaumjobesebaze. axa-

li saqonlis Seqmna sarisko saqmea, magram imavdroulad sa-

warmos arsebobis gaxangrZlivebis aucilebeli pirobaa.

momxmarebelze orientacia da axali saqonlis Seqmna

uSualod ukavSirdeba bazris Seswavlas, rac xorcieldeba

ara zogadad, aramed diferenciulad, e. i. Seiswavleba kon-

kretuli saqonlis bazari, myidvelTa konkretuli jgufi

(tipi).

yoveli firma (sawarmo) iwyebs ra saqmianobas, cdilobs

Tavis Sesaxeb dadebiTi azris Camoyalibebas garemomcvel

samyaroSi. sawarmoTa menejerebis absoluturma umetesobam

icis, rom sabazro ekonomikis pirobebSi efeqtianad muSaoba

da arseboba mxolod imijis safuZvelzea SesaZlebeli. bu-

nebrivia, Tu sawarmo ar sargeblobs saimedo partnioris sa-

xeliT, masTan aravin ar moisurvebs kontaqtis damyarebas,

rac miiyvans sawarmos gakotrebamde.

mogebis miReba biznesis sferoSi sawarmoTa saqmianobis

ZiriTadi principia. igi warmoadgens ara sawarmoebis TviT-

mizans, aramed maTi miznebis miRwevis saSualebas.

aRniSnulidan gamomdinare, Cveni azriT, miuRebelia

marketinguli saqmianobis principebis daxasiaTebisas aseTi

msjeloba: `marketingis ZiriTad princips warmoadgens war-

moebis saboloo Sedegebis momxmarebelTa realur moTxov-

nebsa da survilebze orientacia~.1 marketingis principebi

firmis marketinguli saqmianobis konkretul mimarTuleba-

Si, mis funqciebSi aisaxeba.2 rogorc cnobilia, maeketingis

(da nebismieri kategoriis) arsi (da ara principebi), Tavis ga-

moxatulebas poulobs mis funqciebSi.

1 r. javaxiSvili, n. oqruaSvili, dasax. wigni, gv. 14. 2 iqve, gv. 16.

39

marketings ganixilaven agreTve, rogorc sawarmos mi-

er saqonlis gasaRebis mizniT ganxorcielebuli RonisZiebe-

bis kompleqss, romelic gavlenas axdens produqciisa da

momsaxurebis warmoebisa da momxmareblamde gadaadgilebis

(win wawevis) mTel procesze. saqonlis realizaciasTan da-

kavSirebuli problemebis gamokvlevis RonisZiebebi marke-

tingis elementebia. maT safuZvelze sawarmos xelmZRvane-

loba iRebs gadawyvetilebas Tu sad, visze, ra raodenobiT,

rodis, ra fasebSi da rogor gayidos saqoneli, romeli sa-

qonlis warmoeba gaafarToos, Sekvecos an saerTod Sewyvi-

tos.

marketingis ZiriTad elementebs ganekuTvneba Semdei

RonisZiebebi:

1) momxmarebelTa Seswavla;

2) bazarze momxmarebelTa qcevis motivebis Seswavla;

3) saqonlis gamokvleva;

4) produqtis an momsaxurebis realizaciis sistemis

analizi;

5) konkurentebis Seswavla;

6) sareklamo saqmianobis gamokvleva.

bunebrivia, konkretul sawarmoebSi, maTi saqmianobis

specifikidan gamomdinare, gansxvavebuli mniSvneloba eniWe-

ba marketingis CamoTvlil elementebs.

momxmarebelTa gamokvlevis Sedegebi saSualebas aZ-

levs sawarmos menejerebs gaerkvion maT gemovnebaSi, saWi-

roebebSi, mosalodnel reaqciaSi ama Tu im saqonlis miwode-

bisas. aseTi gamokvlevis Sedegebis gaTvaliswineba sawarmoo

programis Sedgenis procesSi mkveTrad zrdis mosalodneli

rezultatebis winaswar gansazRvris albaTobas.

bazarze momxmarebelTa qcevis motivebis gamokvlevis

Sedegebi pasuxs iZleva kiTxvebze: ratom iswrafvian momxma-

reblebi SeiZinon mocemuli nawarmi? ratom moswonT nawar-

mis mocemuli saxe da ar moswonT sxva saxeebi? maSasadame, ba-

zarze qcevis motivebis Seswavlis gziT irkveva momxmare-

belTa gemovnebis, Cveulebebis, midrekilebebis mizezebi,

rac iZleva momavalSi maTi moqmedebis prognozirebis saSua-

lebas.

momxmarebelTa qcevis motivebis gamokvleva xorciel-

deba specialuri testebis, anketebis, kiTxvarebis meSveo-

biT. gamokvlevis Catarebamde momxmareblebi daiyofa jgu-

40

febad sxvadasxva niSnis mixedviT, rac, Tavis mxriv, damoki-

debulia saqonelze da gamokiTxvis mizanze. praqtikam daa-

dastura, rom bazarze momxmarebelTa qcevis motivebis Sesa-

xeb obiqturi informaciis miRebis saukeTeso gza momxmare-

belTan uSualo kontaqtis damyarebaa. swored amitomaa, rom

gamokiTxvebTan erTad mowinave sawarmoebi did mniSvnelobas

aniWeben momxmarebelTan pirdapir kontaqts. isini am mizniT

TavianT warmomadgenlebs agzavnian xolme maTi saqonlis

gamsaRebel savaWro organizaciebSi.

cxadia, Tu sawarmoSi swored iqneba Seswavlili bazar-

ze momxmarebelTa qcevis motivebi da miRebuli Sedegebi saq-

mianad gamoyenebuli muSaobis procesSi, gaizrdeba warmoe-

buli da realizebuli saqonlis moculoba da amis Sesabami-

sad miRebuli mogebis sidide.

bazris analizi xorcieldeba romelime erT nawarmze,

an momsaxurebis saxeze, agreTve erTgvarovani produqciis

jgufze bazris potenciuri tevadobis gansazRvris mizniT.

bazris analizi moicavs moTxovnis xasiaTis Seswavlasac da

moTxovnis qveynis regionebis mixedviT diferencirebasac.

bazris analizis Sedegebma saSualeba unda misces sa-

warmos xelmZRvanelobas gansazRvros Tu sad, qveynis romel

regionSi, an regionebSi gaiyideba ufro mogebianad misi sa-

qoneli, rogori iqneba bazris tevadoba mTlianad qveynis da

misi calkeuli regionis mixedviT, ra raodenobiT unda gamo-

uSvas sawarmom produqcia, romel saqonelze da romel regi-

onebSi aqvs mas upiratesoba konkurentebTan SedarebiT da

raSi gamoixateba is konkretulad.

saqonlis realizaciis moculobaze uSualo gavlenas

axdens mosaxleobis fuladi Semosavali, romlis gamokvle-

vasac saTanado yuradReba eTmoba bazris analizis procesSi.

saqonlis safuZvliani gamokvleva uzrunvelyofs axal

nawarmze moTxovnis gansazRvras, agreTve gayidvaSi arsebu-

li saqonlis gaumjobesebis mimarTulebebis dadgenas. pro-

duqciis an momsaxurebis Seswavlis procesSi sawarmos xel-

mZRvaneloba arkvevs, Tu rogori saqoneli esaWiroeba mom-

xmarebels, rogoria misi moTxovnebi saqonlis gamoyenebis

xangrZlivobis, dizainis, moxerxebulobis, saimedobis da

sxva maCveneblebis mixedviT. saWiroebis SemTxvevaSi sawarmo

aumjobesebs saqonlis SefuTvas, dizains da atarebs mTel

rig damatebiT RonisZiebebs saqonlis gasaRebis moculobis

41

gadidebis mizniT. arasworia da xSirad wamgebianic Sexedu-

leba, romlis Tanaxmadac momxmareblebi mxolod elodebian,

Tu rodis gaabedniereben maT axali saqonlis miwodebiT.

praqtikam uCvena, rom Zalian xSirad firmis marketingis sam-

saxuri iZulebulia daumtkicos potenciur myidvels axali

nawarmis upiratesoba winamorbedTan, agreTve konkurenti

sawarmos analogiur saqonelTan SedarebiT da daarwmunos

is misi Sesyidvis aucileblobaSi.

produqtis an momsaxurebis realizaciis sistemis ana-

lizSi Sedis gasaRebis procesSi uSualod monawile sawarmoTa

saqmianobis Seswavla. aseTi analizi moicavs sabiTumo da saca-

lo savaWro sawarmoebis saqmianobis Taviseburebebis da fun-

qciebis Seswavlas,1 maTi Zlieri da susti mxareebis, mwarmoe-

belTan kavSirurTierTobis gamokvlevas. am saxis analizis saz-

RvrebSi Seiswavlian agreTve sakuTari gasaRebis qvedanayofe-

bis saqmianobas. amgvari midgomiT ganisazRvreba saqonlis uf-

ro efeqtiani gasaRebis arsi. yvela SemTxvevaSi produqti unda

moxvdes gasaRebis im arxSi, romelSic mas yvelaze metad

elodeba momxmarebeli, gaiyideba ufro swrafad da naklebi

danaxarjebiT.

erT-erTi aseTi xasiaTis problemaa bazarze mocemuli

sawarmos ZiriTadi konkurentebis dadgena, maTi Zlieri da

susti mxareebis gamovlena. es gansakuTrebiT maSinaa mniSvne-

lovani, roca bazars miewodeba axali saqoneli, an sawarmo

cdilobs SeaRwios axal bazarze. am mizniT ikvleven konku-

rentebis saqonels, maT finansur mdgomareobas, marTvis

struqtiras, sareklamo saqmianobas, sawarmoo saqmianobis

Taviseburebebs, fasebs, maT mier ganxorcielebul damatebi-

Ti momsaxurebis formebs da a. S. amasTan, konkurenciis piro-

bebSi sul ufro didi mniSvneloba eniWeba konkurentebTan

TanamSormlobis SesaZlo gzebis gamoZebnas. aseTi midgoma

uzrunvelyofs momxmarebelTa moTxovnis ukeTesad dakmayo-

filebas da bazris tevadobis gafarToebas. Tumca rCeba kon-

kurencia bazris sxvadasxva parametris mixedviT da Zlier-

deba kidec calkeul SemTxvevebSi, magaliTad, maSin, roca

saqme exeba analogiuri produqciis warmoebas.

marketingis erT-erTi mniSvnelovani elementia sarek-

lamo saqmianobis gamokvleva, rac xels uwyobs reklamis mo-

1 ix. Tavi 12. sabiTumo da sacalo vaWroba marketingis sistemaSi.

42

wesrigebas da am safuZvelze realizebuli saqonlis mocu-

lobis gadidebas. reklama gazeTebis, televiziis meSveobiT,

konkursebisa da Sejibrebebis mowyobiT, SefuTvis srulyo-

fiT da sxva saSualebebis gamoyenebiT acnobs momxmarebelTa

farTo wres mocemuli sawarmos produqcias, mis miRwevebs.

specialistTa gamokvlevebma uCvena, rom momxmarebel-

Ta absoluturi umetesoba ganicdis reklamis gavlenas. ga-

mokvleulia, rom momxmarebelTa 35% maRaziaSi saqonels yi-

dulobs masze gakeTebuli warweris wakiTxvis Semdeg, 87% —

ki nacnobi dasaxelebis an cnobili savaWro markis danaxvi-

sas. amasTan arc erTi sareklamo RonisZieba ar aris marcxi-

sagan dazRveuli. sareklamo xarjebi miekuTvneba sarisko ka-

pitaldabandebas, romelmac SeiZleba arc ki moutanos sa-

warmos sasurveli ukugeba. amitom sawarmoebi winaswar, mar-

ketingis CarCoebSi gansazRvraven reklamis riskis albaTo-

bas. reklamis gamokvleva moicavs reklamis winaswar gamoc-

das, reklamis faqtiuri da mosalodneli Sedegebis Sedare-

bas, reklamis zemoqmedebis xangrZlivobis Sefasebas.

reklamis efeqtianoba ganisazRvreba sawarmos sameur-

neo-safinanso saqmianobis saboloo SedegebiT. kerZod, sa-

qonlis gasaRebis moculobis gadidebiT, mogebis miRebiT.

Tumca zogjer reklama miznad isaxavs mxolod sawarmos

prestiJis dacvas. reklamis gamokvlevis Sedegebis Sesabami-

sad gadawydeba — aris Tu ara saWiro sareklamo kampaniis gaZ-

liereba, momxmarebelze zemoqmedebis axali xerxebisa da sa-

Sualebebis gamoZebna.

2.3. marketingis saxeebi da tipebi

marketingis warmoSobis dRidan ganasxvaveben mis or

saxes:

1. saqonelze orientirebuli marketingi.

2. momxmarebelze orientirebuli marketingi.

saqonelze orientirebuli marketingi gamoiyeneba ma-

Sin, roca sawarmos mizania axali saqonlis Seqmna an arsebu-

li saqonlis gaumjobeseba. am SemTxvevaSi sawarmos ZiriTadi

amocanaa ubiZgos momxmarebels am saqonlis Sesyidvisaken.

momxmarebelze orientirebul marketings sawarmoebi

mimarTaven maSin, roca miznad isaxaven misi moTxovnis sru-

lad dakmayofilebas. am dros marketingis mTavari amocanaa

43

potenciur momxmarebelTa moTxovnis gamovlena da Seswava-

la.

marketingis aRniSnuli ori saxis damoukideblad gamo-

yeneba dakavSirebulia garkveul riskTan. mizanSewonilia sa-

warmoebma erTdroulad gamoiyenon marketingis orive saxe.

sawarmoTa orientacias erTdroulad saqonelze da momxma-

rebelzec uwodeben integrirebul marketings. mxolod in-

tegrirebuli marketingis pirobebSia SesaZlebeli namdvili

warmatebis miRweva. mwarmoeblebs gacnobierebuli aqvT is

WeSmariteba, rom ar arsebobs produqti, romelsac ara hyavs

momxmarebeli da ar iarsebebs momxmarebeli, Tu mas ara aqvs

SesaZlebloba daikmayofilos misi moTxovna.

saqonelze da momxmarebelze erTmaneTisagan damouk-

deiblad orientacia dReisaTvis ukve iTvleba warsulis

gadmonaSTad. aseTi midgoma ekuTvnis im dros, roca produq-

cia iwarmoeboda masobrivi momxmareblisTvis da mis gasasa-

Reblad sakmarisi iyo umniSvnelo gaumjobeseba.

marketings ganasxvaveben agreTve moTxovnis xasiaTis

mixedviT. am mimarTulebiT gamoyofen mis Semdeg saxeebs:

demarketingi, konversiuli, kreatiuli, moTxovnis sawinaaRmdegod moqmedi da ganviTarebadi marke-tingi, remarketingi, sinqromarketingi, koncentri-rebuli da masobrivi marketingi.

demarketingis mizani saqonelze moTxovnis Semcireba,

radgan misi dakmayofielba SeuZlebeli xdeba sawarmoo sim-

Zlavreebis arasakmarisi donisa da resursebis SezRudulo-

bis gamo. demarketingi ZiriTadad gamoiyeneba axali da pres-

tiJuli saqonlis realizaciis procesSi. moTxovnis Semci-

rebis mizniT sawarmoebi zrdian fasebs saqonlze, uars ambo-

ben reklamaze, gasaRebis stimulirebaze da sxva marketin-

gul RonisZiebebze.

konversiuli marketingi gamoiyeneba negatiuri moT-

xovnis arsebobisas. negatiuri moTxovna ki yalibdeba uaryo-

fiTi sazogadoebrivi bazrisa da amkrZalavi kanonebis moqme-

debis safuZvelze. aseTi pirobebSi mTlianad bazari an misi

segmentebis umetesoba uaryofs mocemul saqonels. moTxov-

nis marketingis mizania moTxovnis Camoyalibeba, Seqmna. mas

mimarTaven maSin, roca ama Tu im saqonelze ar aris moTxov-

na.

44

moTxovnis sawinaaRmdegod moqmedi marketingi emsaxu-

reba ama Tu im saqonlis momxmareblebis an mTeli sazogadoe-

bis keTildReobas da gamoiyeneba maSin, roca moTxovna saqo-

nelze SeiZleba CaiTvalos sazianod.

potenciuri moTxovnis realur moTxovnad gadaqcevis

procesSi mimarTaven ganviTarebad marketings.

drois romelime monakveTSi moTxovnis Semcirebisas

gamoiyeneba remarketingi.

sinqromarketingi aregulirebs bazarze Seqmnil viTa-

rebas meryevi moTxovnis arsebobis pirobebSi. moTxovnis

meryeobas iwvevs saqonlis warmoebisa da moxmarebis sezonu-

roba, modis cvalebadoba da sxv.

koncentrirebuli marketingi ganapirobebs firmis (sa-

warmos) Zalisxmevis koncentracias ara mTlianad bazris,

aramed misi erTi an ramdenime segmentis moTxovnis dakmayo-

filebaze.

masobrivi marketingi xels uwyobs saqonlis masobriv

warmoebas sxvadasxva kategoriis myidvelisTvis moTxovnaSi

saerTo niSnebis gansazRvris safuZvelze.

marketingis ganviTarebis donis mixedviT ganasxvaveben

gansakuTrebul, funqciur da mmarTvelobiT marketings.

gansakuTrebuli marketingi gulisxmobs savaWro saqmi-

anobas misi farTo mniSvnelobiT, romelic moicavs sagamsa-

Reblo saqmianobas, transportirebas, reklamas, realizaci-

as da vaWrobasTan dakavSirebul sxva procesebs.

funqciuri marketingi sawarmos organizaciul-teqni-

kuri da komerciuli RonisZiebebis erTobliobaa, romelic

dakavSirebulia saqonlis warmoebasa da realizaciasTan,

bazris SeswavlasTan, gasaRebis stimulirebasTan, fasebis

politikasTan.

saqonlis warmoebisa da realizaciis procesis organi-

zaciis sabazro koncefcia, romelic xorcieldeba bazris

Sesaxeb informaciis safuZvelze miRebuli gadawyvetilebe-

biT, aris mmarTvelobiTi marketingi. marketinguli marTva

aucilebeli gaxda saqonliT bazris miwodebis moTxovnis ga-

dametebis pirobebSi.

erTmaneTisagan ganasxvaveben saSinao da saerTaSoriso

marketings.

45

saSinao marketingi moicavs marketingul saqmiano-

bas mocemuli qveynis saSinao bazarze, saerTaSoriso mar-ketingi ki saqmianobas mis sazRvrebs gareT.

gamoyofen marketingis Semdeg tipebs:

1. samomxmareblo saqonlis marketing.1

2. sawarmoo (samrewvelo) daniSnulebis saqonlis

(warmoebis saSualebebis) marketingi.

3. momsaxurebis marketingi.

istoriulad marketingi gamoyenebuli iqna pirvelad

samomxmareblo saqonlis warmoebisa da realizaciis sfero-

Si samomxmareblo saqonlis marketingis ZiriTadi mi-

zania uaxlesi teqnologiuri miRwevebis sauZvelze axali sa-

momxmareblo da saeqsploatacio Tvisebebis mqone saqonlis

warmoeba, romelsac SeeZleba axlad warmoSobili moTxovnis

dakmayofileba. samomxmareblo saqonels yiduloben calke-

uli individebi piradi moxmarebisTvis. samomxmareblo baz-

ris safuZvlianad gamokvlevas didi mniSvneloba eniWeba am

saqonlis mwarmoebeli da gamsaRebeli (savaWro) sawarmoe-

bisTvis, radgan mxolod am gziTaa SesaZlebeli momxmareb-

lis cvalebadi moTxovnis Sesabamisi saqonlis warmoeba, ga-

saReba da mogebis miReba.

sawarmoo (samrewvelo) daniSnulebis saqonlis marketingi ikvlevs im sawarmoebis saqmianobas, romlebic

saqonels (warmoebis saSualebebs) yiduloben warmoebis pro-

cesSi gamosayeneblad an sxva momxmareblisTvis misawodeb-

lad. sawarmoo daniSnulebis saqonlis marketingi xasiaTde-

ba garkveuli TaviseburebebiT samomxmareblo saqonlis mar-

ketingTan SedarebiT, rac ganpirobebulia am ori bazris spe-

cifikuri niSan-TvisebebiT. maT Soris ZiriTadia:

1) sawarmoo daniSnulebis saqonlis bazarze myidvel-

Ta gacilebiT ufro naklebi raodenoba samomxma-

reblo saqonlis bazarTan SedarebiT;

2) samomxmareblo saqonlis ZiriTadi saxeebis myid-

velTa ganfeniloba qveynis mTel teritoriaze da

1 zogierT saxelmZRvaneloSi amis nacvlad `farTo moxmarebis sa-

qonlis~ gamoyeneba ar migvaCnia mizanSewonilad, vinaidan sabWo-

Ta periodSi aseTi saxelwodeba hqondaT saamqroebs, romlebic

ixsnebodnen mZime mrewvelobis sawarmoebSi narCenebis gadasamu-

Saveblad.

46

sawarmoo daniSnulebis saqonlis myidvelTa kon-

centracia mis ramdenime regionSi;

3) sawarmoo daniSnulebis saqonelze moTxovnis nak-

lebi cvalebadoba samomxmareblo saqonelTan Se-

darebiT;

4) sawarmoo daniSnulebis saqonlis myidvelTa maRa-

li profesionalizmi;

5) sawarmoo daniSnulebis saqonlis myidvelTa Semo-

savlebis maRali done samomxmareblo saqonlis

myidvelebTan SedarebiT.

momsaxurebis marketingic xasiaTdeba gansxvave-

buli niSnebiT, rac gamowveulia misTvis damaxasiaTebeli

TaviseburebebiT. am Taviseburebebs Soris, pirvel rigSi, ga-

moiyofa araxelSesaxeboba (SeumCnevloba), wyarodan gamou-

yofloba, xarisxis cvalebadoba, Senaxvis SeuZlebloba.

momsaxurebis araxelSesaxeboba (SeumCnevloba) gamoi-

xateba imiT, rom SeuZlebelia misi danaxva, gemos gasinjva,

mosmena, sunis SegrZneba da a. S. momsaxurebis damTavrebis

momentamde. amis gamo myidveli iZulebulia endos momsaxu-

rebis gamyidvels.

momsaxurebis nebismieri saxe arsebobs mis wyarosTan

erTad, iqneba is adamiani Tu manqana.

momsaxurebis xarisxi damokidebulia momsaxurebis wya-

roze, profesionalizmze, da Tu is adamiania, xSirad adamia-

nis guneba-ganwyobilebazec. magaliTad, gamocdili dalaqi

(parikmaxeri) Tmas ukeTesad aWris, vidre axalbeda. magram

gamocdilma parikmaxermac ki, Tavisi ganwyobilebis Sesabami-

sad, SeiZleba sxvadasxva dros sruliad gansxvavebulad Se-

aWras Tma momxmarebels.

47

Tavi 3. marketingis marTva

3.1. marketinguli saqmianobis marTvis

procesi da ZiriTadi koncefciebi

marketingis marTvis daxasiaTebisaTvis saWiroa cnebis

— `marTvis~ dazusteba. farTo gagebiT marTva niSnavs mar-

Tvis subieqtis mizanmimarTul zemoqmedebas marTvis obieq-

tze meTodebisa da saSualebebis gansazRvruli sistemis

damxarebiT. ramdenadac marTvis obieqti TviT marketingia,

kerZod, firmis saqmianoba bazarze Siga da gare garemos faq-

torebis gaTvaliswinebiT, marTvis subieqtad gamodis fir-

mis konkretuli mflobeli an misi davalebiT marketingis me-

nejeri. amitom klasikuri warmodgeniT marketingis marTva

aris mizanmimarTuli moqmedeba, romelic iTvaliswinebs

marTvis subieqtis zemoqmedebas marTvis obieqtze meTode-

bis sistemis gamoyenebiT dasaxuli miznebis miRwevisTvis.

amrigad, marketingis marTva firmis bazarze qcevis warmar-

Tvis mizanmimarTuli saqmianobaa sabazro sivrcis, konku-

rentuli garemos ganviTarebis kanonzomierebaTa gavlenis

gaTvaliswinebiT bazarze subieqtis saqmianobis efeqtiano-

bis misaRwevad. nebismieri marTvis procesSi mTavaria gadaw-

yvetilebebis miReba.

aRsaniSnavia, rom marketingis (marketinguli) marTvis

Sesaxeb codnaTa sfero yoveldRiur marketingul saqmiano-

baSi uSualod dakavSirebulia ekonomikur urTierTobaTa

marTvis (menejmentis) sakiTxebTan. firmis ekonomikur saqmi-

anobaSi (biznesSi) Zalze rTulia sakuTriv mmarTvelobiTi

gadawyvetilebis gamocalkaveba marketinguli xasiaTis ga-

dawyvetilebisagan. Teoriuli TvalTaxedviT mocemuli

sxvaoba aSkaraa, magram praqtikaSi TiToeuli gadawyvetile-

ba xels uwyobs sabazro urTierTobaTa regulirebis meqa-

nizmis realizebas.

marketingis marTvas ukavia gansazRvruli adgili mar-

ketingis saerTo sistemaSi da igi moicavs Sesabamis RonisZi-

ebaTa analizs, dagegmvas, kontrols, romlebic gamiznulia

firmis gansazRvruli amocanebis (gayidvebis moculobaTa

zrda, bazris wilis gadideba, mogebis miReba da a. S.) gadasaw-

yvetad. menejmentis xaziT wydeba iseTi mravalferovani sa-

kiTxebi rogoricaa sameurneo (ekonomikuri) gadawyvetile-

48

baTa Sefaseba, strategiuli dagegmva, marTvis struqtura,

personalis, marTva, motivacia, imitaciuri modelireba da

sxv. romlebsac uSualo damokidebuleba aqvT marketingis

marTvasTan. rogorc aRniSnulia marketingis arsTan dakav-

SirebiT menejmenti, moicavs marketingis marTvasac da mig-

vaCnia usafuZvlod zogierTi avtoris mosazreba, `marketin-

gis marTvis” damoukidebel disciplinad gamoyofis Taoba-

ze.1 aqve unda iTqvas isic, rom zogierT umaRles saswavle-

belSi ikiTxeba damoukidebeli disciplina (kursi) `marke-

tingis menejmenti~, romelic aRiarebulia XXI saukunis mar-

ketingad.2

maSasadame, marketingis marTvaSi igulisxmeba sawarmos

(firmis) miznebis gaTvaliswinebiT marketinguli saqmiano-

bis analizi, dagegmva, dasaxul RonisZiebaTa (gegmis) reali-

zacia da kontroli konkretul momxmarebelTa (myidvelTa)

moTxovnis gamovlenisa da dakmayofilebisTvis. marketingis

marTvisas Tanmimdevrulad xorcieldeba misi marketinguli

analizi. marketingis dagegmva marketingis gegmis realiza-

cia da kontroli marketingul RonisZiebaTa (gegmis) Sesru-

lebisadmi.

marketingis marTva emyareba saTanado infromaciul

uzrunvelyofas momxmareblebis, konkurentebis, Suamavle-

bis da sabazro saqmianobis sxva subieqtebis Sesaxeb. aseT in-

formacias agroveben, aanalizeben da Semdeg mizanmimarTu-

lad iyeneben.

marketingis marTvis procesSi konkretulad ganisaz-

Rvreba marketinguli saqmianobis miznebi da meTodebi, ag-

reTve firmis Sesabamisi qvedanayofebis (marketingis samsa-

xuris) moqmedebaTa Tanmimdevroba dasaxuli miznebis misaR-

wevad. marketingis marTvis procesis ZiriTadi etapebia fir-

mis sabazro SesaZleblobaTa analizi, miznobrivi bazrebis

arCeva, marketingis kompleqsis damuSaveba da marketingul

RonisZiebaTa marTva. amrigad, marketingis marTva moicavs

sakiTxTa farTo wres.

1 T. p. danko. marketingis marTva, damxm. saxelmZRvanelo. moskovi,

1997, gv. 66-68 (rusul enaze). 2 ix. g. SublaZe, b. mRebriSvili, l. dolikaSvili. marketingis menej-

menti. damxm. saxelmZRvanelo, Tb., 2009.

49

marketingis marTvis sistemaSi mniSvnelovani adgili

ukavia analizs. am SemTxvevaSi marketinguli analizis daniS-

nulebaa bazrebisa da marketinguli garemos gamokvleva

firmis saqmianobis (biznesis) problemebis, perspeqtivebis

gamovlenis mizniT. aseTi analizi marketingis gegmebis damu-

Savebis, maTi realizaciisa da kontrolis aucilebeli piro-

baa. marketinguli analizisTvis saWiro informacias moipo-

veben marketingul kvlevaTa procesSi.

marketinguli kvlevis dros xdeba saWiro monacemebis

Segroveba, sistematizacia da analizi marketinguli saqmia-

nobis sxvadasxva aspeqtebis mixedviT. am procesSi sawarmos

(firmis) marketingis samsaxuri informaciis saSualebiT aana-

lizeben miznobriv bazrebze arsebul mdgomareobas, momxmare-

belTa qcevas, konkurentebis moqmedebas da marketinguli ga-

remos sxva elementebs.

maSasadame, marketingul kvlevisas mTavaria firmis sa-

bazro SesaZleblobaTa gamovlena. kerZod miznobrivi baz-

rebis arCeva. momxmarebelTa survilebSi garkveva da Sesaba-

misad marketingis strategiis SemuSaveba. marketinguli

kvlevis procesi moicavs oTx etaps:

� kvlevis problemebisa da miznebis gansazRvra;

� kvlevis gegmebis Sedgena;

� gegmebis realizacia;

� miRebuli Sedegebis interpretacia da maTi gadace-

ma firmis xelmZRvanelobisaTvis Sesabamisi gadaw-

yvetilebebis misaRebad.

edinburgis universitetis (didi britaneTi) marketin-

gis profesoris j. hemiltonis azriT, marketinguli kvleva

niSnavs momxmareblisTvis yuris dagdebas, misi azrisTvis

yuradRebis miqcevas (kerZod ra undaT adamianebs da ra-

tom?), vinaidan sabolood yvelafers gansazRvravs momxma-

rebeli.

Tanamedrove etapze sawarmos (firmis) menejmentis sa-

erTo sistemaSi gadamwyveti adgili ukavia marketingis mar-

Tvas, vinaidan sabazro ekonomikis pirobebSi gamwvavebulia

konkurencia da gansakuTrebuli mniSvneloba eniWeba bazar-

Tan mWidro urTierTkavSiris aucileblobas. amitom firmis

menejmentis umniSvnelovanesi elementia marketingi. igi or-

ganul kavSirSia firmis sawarmoo, momarageba-gasaRebis (lo-

gistikis), safinanso-saaRricxvo da sxva funqciebTan.

50

sawarmoo funqcia gulisxmobs Sromis organizacias da

mowyobilobis gamoyenebas, rom uzrunvelyofil iqnes kon-

kretuli saqonlis warmoeba gansazRvruli raodenobiT, sa-

Wiro samomxmareblo maxasiaTeblebiT da Sesabamis vadebSi.

amasTan mwarmoeblebi dainteresebulni arian mudmivi pro-

duqciis masobrivi warmoebiT, misi TviTRirebulebis Semci-

rebiT, rac xSirad miiRweva saqonlis samomxmareblo Tvise-

bebis gauaresebis xarjze. magram efeqtianobis Tvalsazri-

siT azri ara aqvs iseTi saqonlis gamoSvebas, romelic mdare

xarisxis gamo ar gaiyideba an Znelad gaiyideba.

mTlianad firmis (sawarmos) saqmianobaSi logistikis

roli uaRresad mniSvnelovania rom Tavidan iqnes acilebu-

li iseTi arasasurveli momentebi, rogoricaa saqonlis Ca-

wola, metismeti maragis warmoqmna, arasaWiro nedleulis

Sesyidva da sxv.

sameurneo saqmianoba (biznesi) emyareba mkacr finansur

disciplinas da am saqmianobis mTavari kriteriumi mogebis

miRebaa. magram mogebis miReba SeiZleba mxolod maSin, Tu

firma orientirebulia bazris moTxovnebze. safinanso qve-

danayofis muSakebi miiswrafvian standartizebuli operaci-

ebisa da TiToeuli operaciidan mogebis miRebisaken, maSin

roca zogjer firmas uxdeba damatebiTi xarjebis gaweva

imisTvis, rom moizidon momxmareblebi. buRalteria ki dain-

teresebulia imaSi, rom sxvadasxva operaciebze ar iqnes ga-

weuli maRali danaxarjebi. am mizezebis gamo sxvadasxva qve-

danayofis TanamSromlebi winaaRmdegobas uweven marketin-

gis koncefcias im motiviT, rom axali produqciis aTviseba

da sxva marketinguli RonisZiebebi iwveven xarjebis zrdas,

warmoSoben damatebiT finansur proble,ebs da misT.

marketings da mis sworad warmarTvas SeuZlia mTlia-

nad firmis interesebis mis qvedanayofTa interesebze maRla

dayeneba. swored bazris moTxovnebTan Segueba uzrunvel-

yofs firmis efeqtian funqcionirebas ara marto awmyoSi,

aramed momavalSic (perspeqtivaSic). marketingul marTvazea

damokidebuli yvela sakiTxi, rac dakavSirebulia bazris re-

gulirebasTan, saqonlis realizaciasa da gasaRebis stimu-

lirebasTan, agreTve savaWro da sareklamo programebis Ses-

rulebasTan.

marketingis marTva, ganapirobebs mTlianad sawarmos

menejmentis yvela rgolSi saqmianobis gardaqmnas princi-

51

piT: warmoebis (biznesis) saWiroebebidan momxmarebelTa sa-

Wiroebebisaken. bazarze orientacia sawarmos saqmianobaSi

gacilebiT ufro mniSvnelovania, roca igi emyareba ra mowi-

nave teqnologias, ar izRudeba mxolod warmoebis moTxovne-

biT, aramed saboloo miznad isaxavs myidvelTa moTxovnis

dakmayofilebas. bazarze orientaciisTvis mudmivi mzad-

yofna sawarmos marketinguli marTvis mTavari maxasiaTebeb-

lia. sawarmo xdeba Taviseburi Ria sistema, sadac Siga pro-

cesebi mniSvnelovanwilad damokidebuli da dakavSirebulia

imaze, rac xdeba sawarmos gareT (bazris koniunqturis cvli-

leba, konkurentebis moqmedeba da a. S.). es ganapirobebs arse-

biTad gansxvavebul midgomas bevri mmarTvelobiTi gadaw-

yvetilebis miRebaSi. magaliTad, gansakuTrebuli yuradReba

eqceva gamosaSvebi produqciis ara marto teqnilogiur, ara-

med samomxmareblo parametrebis srulyofas, asortimentis

ganaxlebas (diverisifikacias). fasebis dawesebisas gaiTva-

liswineba ara marto warmoebis xarjebi, aramed sabazro fa-

sebis donec. saqonlis SefuTva sul ufro ganixileba ro-

gorc gasaRebis stimulirebisa da reklamis saSualeba. sabo-

loo angariSSi firmis imiji bazarze formirdeba ara imde-

nad rogorc miRwevebi warmoebis teqnologiis sferoSi, ara-

med rogorc warmateba sabazro moTxovnilebaTa dakmayofi-

lebaSi.

sawarmos (firmis) marketingis marTvisas ufro efeqti-

anad xorcieldeba Semdegi amocanebi:

1) firmis warmoeba-gasaRebis saqmianobis koordini-

reba, SemuSavebuli rekomendaciebi saqonlis war-

moebasa da gasaRebis Sesaxeb savaldebuloa yvela

qvedanayofisTvis;

2) marketingis CatarebasTan erTad firmis strategi-

isa da taqtikis damuSavebaSi sxva qvedanayofebis

monawileoba;

3) sabazro perspeqtivebis kompleqsurad Seswavla da

marketingis grZelvadiani programebis damuSaveba;

4) firmis sameurneo saqmianobis (biznesis) situaciu-

ri analizisa da operatiuli informaciuli uzrun-

velyofis organziacia;

5) firmis sameurneo-safinanso saqmianobis sistemuri

analizi da Sefaseba, winadadebis SemuSaveba gamo-

saSvebi produqtis asortimentis cvlilebebis,

52

warmoeba-gasaRebis saqmianobis, marTvis struqtu-

ris gardaqmnis da sxvaTa Sesaxeb.

marketinguli saqmianoba unda ganxorcieldes garkve-

uli koncefciebis safuZvelze. koncefciebi emyareba warmo-

ebisa da gasaRebis myidvelTa moTxovnas da maT mier saqon-

lis asortimentisa da xarisxis realur SefasebasTan Sesaba-

misobaSi moyvanas. marketingis koncefciis Camoyalibeba ga-

napiroba saqonlis realizaciis problemis gamwvavebam, ra-

mac moiTxova bazris kompleqsuri gamokvleva da bazris

moTxovnebisadmi warmoebis (biznesis) daqvemdebarebis auc-

filebloba.

marketingis koncefcia1 emyareba xuT ZiriTad midgo-

mas. isini ganixileba rogorc damoukidebeli koncefciebi,

romlebic asaxaven marketingis warmoSobisa da evoluciis

sxvadasxva periods. es koncefciebia:

1. warmoebis srulyofis koncefcia.

2. saqonlis srulyofis koncefcia.

3. komerciuli Zalisxmevis intensifikaciis koncef-

cia.

4. sakuTriv marketingis koncefcia.

5. socialur-eTikuri marketingis koncefcia.

warmoebis srulyofis koncefciis Sesabamisad sawar-

moTa xelmZRvanelobam (menejerebma) mTeli Zalisxmeva unda

moaxmaron warmoebis srulyofas da gasaRebis sistemis efeq-

tianobis amaRlebas, vinaidan momxmarebelze dadebiTad moq-

medebs xelmisawvdom fasebSi bazarze sakmarisi raodenobis

saqonlis arseboba.

warmoebis srulyofis koncefcia gamoiyeneba or Sem-

TxvevaSi: pirveli — moTxovna aRemateba miwodebas; meore —

Zalian maRalia saqonlis TviTRirebuleba. pirvel SemTxve-

vaSi firmebi TavianT Zalisxmevas axmaren warmoebis Semdgom

gafarToebas, meore SemTxvevaSi ki saqonlis TviTRirebule-

bis Semcirebas Sromis mwarmoeblurobis amaRlebis gziT.

warmoebis srulyofis koncefcia Seesabameba amerikis ekono-

mikis ganviTarebis im etaps, roca saqoneli Tavisuflad iyi-

deboda umniSvnelo marketinguli zemoqmedebiT.

erT-erTi ZiriTadi midgoma, romliTac xelmZRvanelo-

ben gamyidvelebi, gamoixateba saqonlis srulyofis koncef-

1 SexedulebaTa sistema.

53

ciaSi. amjobineben im saqonels, romelic xasiaTdeba ukeTesi

samomxmareblo TvisebebiT. amitom saWiroa saqonlis mudmi-

vi srulyofa. magram Tumca wamgebiania saqonlis srulyo-

fiT gataceba im donemde, roca daviwyebuli iqneba momxmare-

belTa moTxovna.

saqonlis srulyofis koncefcia Seesabameba iseT ba-

zars, sadac miwodeba aRemateba moTxovnas. am SemTxvevaSi

myidveli iZens im saqonels, romelic ukeTesi xarisxisaa.

aseT pirobebSi mwarmoebeli firma iZulebulia mudmivad

zrunavdes saqonlis srulyofaze momxmarebelTa moTxovnis

gaTvaliswinebiT.

komerciuli Zalisxmevis intesifikaciis koncefciisas

yuradRebas amaxvileben saqonlis gasaRebisa da misi stimu-

lirebis sistemis srulyofaze. momxmareblebi maTTvis saWi-

ro saqonels yiduloben sakmarisi odenobiT mxolod im Sem-

TxvevaSi, roca saqonlis gasaRebisa da stimulirebis saqmia-

noba mowesrigebulia.

komerciuli Zalisxmevis intesifikaciis koncefcia

gansakuTrebiT gamoiyeneba pasiuri moTxovnis saqonlis rea-

lizaciisas. imis gamo, rom am saqonlis SeZenaze momxmarebe-

li ar fiqrobs, an iSviaTad fiqrobs, firmebi iZulebulni

arian meti Zalisxmeva moaxmaron potenciuri myidvelebis ga-

movlinebas da maTTvis saqonlis miyidvas. es koncefcia ga-

moiyeneba arakomerciuli saqmianobis sferoebSic, magali-

Tad, arCevnebis dros, roca pirovneba ZalRones ar iSurebs,

rom arCeuli iqnes amomrCevlebis mier deputatad an ama Tu

im Tanamdebobaze.

marketingis koncefcia SedarebiT axali midgomaa biz-

nesis ganviTarebaSi. am koncefciis mixedviT sawarmos mizne-

bis miRwevis sawindaria miznrobiv momxmarebelTa moTxovnis

gansazRvra da dakmayofileba konkurentebTan SedarebiT

ufro efeqtiani meTodebiT.

marketingis koncefcia gamoiyeneba maSin, roca miwode-

ba gacilebiT aRemateba moTxovnas. aseT pirobebSi saqonlis

realizaciisTvis aucilebelia bazris yovelmxrivi Seswav-

la; momxmarebelTa moTxovnis maqsimalurad gaTvaliswineba.

am SemTxvevaSi aqcenti saqonlis nacvlad keTdeba momxmare-

belTa moTxovnaze. komerciuli Zalisxmevis intesifikaciisa

da marketingis koncefciebSi xSirad aigiveben erTmaneTTan.

es araswori midgomaa. komerciuli Zalisxmevis intensifika-

54

ciis koncefciis yuradRebis obieqtia saqoneli, romlis

efeqtianad gasaReba moiTxovs ZalRonis daZabvas da stimu-

lirebis RonisZiebebis gaZlierebas. marketingis koncefciis

yuradRebis centrSia miznobrivi klientura Tavisi moTxov-

niT, romelTa dakmayofilebasac unda daeqvemdebaros sawar-

mos mTeli Tavisi saqmianoba mogebis miRebis mizniT.

marketingis koncefcia gulisxmobs firmis erTgule-

bas momxmareblis suverenitetis Teoriisadmi. firmebi awar-

moeben im saqonels, romelic aucilebelia momxmareblebis-

Tvis da iReben mogebas maTi moTxovnis maqsimaluri dakmayo-

filebis xarjze. marketingis koncefcias praqtikul saqmia-

nobaSi farTod iyeneben iseTi cnobili korporaciebi, rogo-

ricaa `makdonaldsi~, `eivon~, `proqter end gembl~ da sxvebi.

cnobilia isic, rom mas ufro xSirad mimarTaven samomxma-

reblo saqonlis mwarmoebeli da gamsaRebeli sawarmoebi sa-

warmoo daniSnulebis saqonlis mwarmoebel da gamsaRebel

sawarmoebTan SedarebiT. bevri sawarmo sityviT aRiarebs

marketingis koncefcias, praqtikaSi ki ar iyenebs mas. isini

Semoifarglebian xolme marketingis formaluri elemente-

biT.

socialur-eTikuri marketingis koncefcia bolodro-

indeli mimarTulebaa marketingis ganviTarebaSi. igi gulis-

xmobs biznesis axal filosofias, romelic orientirebulia

myidvelTa gonivruli, jansaRi moTxovnilebebis dakmayofi-

lebaze. am koncefciis Sesabamisad sawarmoTa ZiriTadi amo-

cana miznobriv momxmarebelTa moTxovnilebis dadgena da ma-

Ti dakmayofileba konkurentebTan SedarebiT ufro efeqti-

ani meTodebiT momxmarebelTa da saerTod mTeli sazogado-

ebis keTildReobis SenarCunebisa da ganmtkicebis pirobeb-

Si.

garkveuli dro dasWirda sazogadoebas, mis calkeul

wevrebs imis gasacnobiereblad, rom mecnierul-teqnikuri

progresi mxolod gansazRvrul donemde emsaxureba sazoga-

doebis interesebs, Semdeg ki zogjer moqmedebs mis sawinaaR-

mdegod, Tumca kvlav xels uwyobs ekonomikur zrdas. mecnie-

rebi mividnen im daskvnamde, rom mecnierul-teqnikuri prog-

resis miRwevebi unda moxmardes sazogadoebis jansaRi moT-

xovnilebebis dakmayofilebas da momaval Taobebs ar unda

Seumcirdes normaluri cxovrebis Sansi. saqme exeba saqon-

lis xarisxis ekologiuri sisufTavis TvalsazrisiT. aman

55

asaxva hpova marketingis koncefciaSi. ekologiuri gaWuWyi-

anebisagan garemos dacvis RonisZiebebi Tavidan sawarmoebis

mier aRiqmeboda rogorc arasasurveli, radgan isini dakav-

Sirebuli iyo did xarjebTan da SeeZloT konkurentunaria-

nobis gauareseba. ase fiqrobs sawarmoTa xelmZRvanelobis

nawili dResac. ufro perspeqtiulad moazrovne menejerebi

dganan ekologiuri problemebis gadawyvetis poziciaze.

marketingis koncefciaSi TandaTanobiT iqna CarTuli soci-

aluri xasiaTis sxva problemebic: Sromis pirobebis humani-

zacia, muSakTa momzadeba-gadamzadeba da sxv.

amrigad, socialur-eTikuri marketingis koncefciam

moxmarebelTa moTxovnis dakmayofileba uSualod daukavSi-

ra sazogadoebis interesebs. am koncefciis Sesabamisad sa-

warmoebma erTmaneTTan mWidro kavSirSi unda gadawyviton

sawarmos, momxmareblebis da mTeli sazogadoebis interese-

bi.

aRsaniSnavia, rom zogierT e. w. saxelmZRvaneloSi mar-

ketingis cnobili 5 koncefcia damaxinjebulia da Secvli-

lia 4 kategoriiT: saqonlis koncefcia, gasaRebis koncef-

cia, marketingis koncefcia, socialur-eTikuri marketingis

koncefcia.1

marketingis marTvis sistema moicavs sawarmos (firmis)

organizaciul-kvleviT da programul-sakontrolo elemen-

tebs. sawarmoSi sistemis organizaciuli elementia marke-

tingis organizaciis samsaxuri. misi ZiriTadi amocanaa Sesa-

bamisi qvedanayofebis uzrunvelyofa aucilebeli informa-

ciiT bazris Sesaxeb da bazris moTxovnebze orientaciiT ma-

Ti muSaobis koordinacia. kvleviTi elementi moicavs sawar-

mos marketinguli kvlevis meTodur da sainformacio wesebs

misi saqmianobis sabazro, saasortimento, faswarmoqmnis, sa-

reklamo da sxva sferoebis CaTvliT. programul-sakontro-

lo elementi warmoadgens sawarmoSi marketingis miznobriv

programebsa da kontrols, romelTa mizania strategiis,

taqtikis da operaciuli sabazro saqmianobis formireba

drois sxvadasxva periodisaTvis realur sotuaciebsa da sa-

warmos potenciur SesaZleblobebze orientaciiT.

1 bisznesi. saxelmZRvanelo yvelasaTvis. samecniero xelmZRvaneli

v. kakabaZe. gamomc.: `jeoprinti~, Tb., 2007, gv. 55.

56

marketingis marTva moiTxovs gansazRvrul saSuale-

bebs, instrumentebs, romlebic cnobilia marketingis kom-

pleqsis1 saxelwodebiT (nax. 3.1). marketingis kompleqsi

warmoadgens firmis marketinguli saqmianobis samarTavi

elementebis, erTobliobas, romelTa manipulirebiT miiRwe-

va miznobrivi bazrebis (myidvelTa) moTxovnis rac SeiZleba

ukeT dakmayofileba. mas agreTve uwodeben `marketing-

miqss~. farTod gavrcelebulia koncefcia `4p~, romlis mi-

xedviT marketingis kompleqsi Sedgeba oTxi ZiriTadi elemen-

tisagan (TiToeuli inglisur enaze iwyeba aso ` p~-Ti): product, price, place, promotion. amrigad, marketingis marTva unda ganxor-

cieldes Sesabamisi kompleqsuri politikis ganxorcielebiT.

sasaqonlo politikaSi da saerTod marketingis siste-

maSi mTavari elementia saqoneli (produqti). sawarmom unda

icodes da naTlad unda warmoidginos, rogori produqtia

aucilebeli momxmareblisTvis, rogor moTxovnebs uyeneben

mas potenciuri momxmareblebi. momxmarebelTa qcevisa da

motivaciis Sesaswavlad iyeneben specialur gamokvlevebs

(anketireba, eqspertiza da sxv.).

nax. 3.1. marketingis kompleqsi.

firmebis politikaSi ZiriTadia faswarmoqmna. firmam

unda daawesos iseTi gasayidi fasi, romelic aanazRaurebs

yvela mis danaxarjebs da moutans mogebas. garda amisa, kon-

kurenciis pirobebSi erTi firmis saqonlis fasi ar SeiZleba

arsebiTad gansxvavdebodes sxva firmebis analogiuri saqon-

lis fasebisagan. fasis gansazRvrisas aranaklebi mniSvnelo-

1 ix. Tavi 5.2.

57

ba aqvs moTxovnasa da miwodebas Soris Tanafardobas kon-

kretul saqonelze.

rac Seexeba gasaRebis politikas, masSi gadamwyveti mniS-

vneloba akisria pozicias, anu saqonlis gayidvis adgilsa da

pirobebs. produqti rom gaxdes sasargeblo momxmareblisTvis,

igi unda iqnes miwodebuli im adgilze da swored maSin, sadac

da roca aucilebelia igi momxmareblisTvis. am mizniT gamoiye-

neba saqonlis bazarze miwodebis sxvadasxva arxebi, iqmneba

xelsayreli pirobebi saqonlis myidvelebTan rac SeiZleba

swrafi mitanisTvis.

saqonlis win waweva (saqonelmoZraobis organizacia)

marketingis kompleqsis sakvanZo elementia, ramdenadac igi

warmoadgens mwarmoeblisa da momxmareblis kavSirurTier-

Tobis saSualebas. win wawevis erT-erTi amocanaa mudmivi da

mzardi moTxovnis SenarCuneba. win wawevis (saqonlis gavrce-

lebis) procesSi aqtiurad gamoiyeneba reklama, piradi kon-

taqtebi, gasaRebis stimulireba, firmis dadebiTi imijis

formireba.

marketingis kompleqsi mimarTulia bazarze sawarmos

(firmis) miznebis miRwevebze, rac moiTxovs rigi specialuri

gamokvlevebis Catarebas. am mxriv SeiZleba iTqvas, rom mar-

ketingi, rogorc sawarmos saqmianobis erTiani sistema, ori-

entirebulia bazris moTxovnilebaTa dakmayofilebaze da mo-

icavs kvleviT qvesistemas, sasaqonlo qvesistemas, saqonel-

moZraobis qvesistemas, komunikaciur qvesistemas da sxv. marke-

tingis kompleqsis calkeuli elementebis realizaciis koor-

dinirebuli RonisZiebebi marketinguli miznebis Sesabami-

sad CairTveba marketingis gegmaSi. ganasxvaveben marketingis

individualizebul da standartizebul kompleqsebs, rom-

lebic umTavresad gamoiyeneba saerTaSoriso marketingSi.

aRniSnulidan gamomdinare SeiZleba gakeTdes Semdegi

daskvna: marketingis marTva gulisxmobs kompleqsur midgo-

mas da igi ar unda SeizRudos bazris erT-erTi ZiriTadi

elementis — moTxovnis gamokvleviT. amitom aramarTlzomi-

eria gavrcelebuli mosazreba, romelic ekuTvnis prof. f.

kotlers, imis Taobaze, rom marketingis marTva — es aris

moTxovnis marTva.1 jer — erTi, marketingis marTvis proble-

ma ar SeiZleba Semoifarglos, SeizRudos bazris mxolod

1 f. kotleri, dasax. wigni, gv. 57.

58

erT-erTi ZiriTadi elementiT — moTxovniT. marketingis ar-

sidan gamomdinare, misi pirveli da ZiriTadi funqciaa: baz-

ris kompleqsuri (yvela elementis) gamokvleva; meore, moT-

xovnis marTva nonsensiaa, radgan moTxovna bazris yvelaze

dinamikuri elementia; moTxovnis dagegmva da marTva SeuZ-

lebelia, vinaidan masze moqmedeben mravalferovani faqto-

rebi, maT Soris subieqturi da SemTxveviTi faqtorebi; moT-

xovna SeiZleba Seswavlil (gamokvleul) iqnes da gakeTdes

misi prognozi.

3.2. marketingis organizacia sawarmoSi (firmaSi)

marketingis organizacia (organizeba) sawarmoSi (fir-

maSi) niSnavs marketinguli saqmianobis organizaciuli sa-

kiTxebis gadawyvetis process. am SemTxvevaSi organizebis

cnebaSi Sedis: marketingis marTvis organizaciuli struq-

turis ageba-srulyofa; marketingis samsaxuris TanamSro-

melTa (marketerebis) SerCeva da swavleba, agreTve maTi kva-

lifikaciis amaRleba; TanamSromlebs Soris amocanebis, uf-

lebebis da pasuxismgeblobis ganawileba; muSaobis saTanado

pirobebis Seqmna; TanamSromelTa efeqtiani muSaobisTvis

firmis sxva qvedanayofebTan efeqtiani kavSirurTierTobe-

bis damyareba. marketingis organizaciis erT-erTi ZiriTadi

pirobaa TanamSromelTa uzrunvelyofa yvela aucilebliT,

rac saWiroa marketingis gegmis Sedgena-SesrulebisTvis.

firmaSi marketinguli saqmianobis organizaciuli

struqtura warmoadgens marketingis samsaxurs organizaci-

is konstruqcias, romlis safuZvelze xorcieldeba marke-

tinguli seqtoris marTva; sxvanairad es aris qvedanayofe-

bis (ganyofilebebis) erToblioba, romelTa SemadgenlobaSi

Sedian muSakebi, romlebic ewevian ama Tu im marketingul

saqmianobas. mocemul struqturas akisria gadamwyveti ro-

li marketingis koncefciebis warmatebiTi realizaciisTvis.

marketingis samsaxuris saTaveSi, rogorc wesi, sawarmos

xelmZRvanelobis meore piria — marketingis direqtori anu

firmis vice-prezidenti marketingis sakiTxebSi.

marketingis organizaciisTvis ar arsebobs erTiani

universaluri sqema. marketingis samsaxurSi SeiZleba Seiq-

mnas sxvadasxva safuZvelze. isini, rogorc wesi, warmoadge-

59

nen umniSvnelovanes funqciur rgols mTlianad sawarmos

(firmis) marTvis sistemaSi. TiToeuli firma qmnis marketin-

gis samsaxurs imisTvis, rom man maqsimalurad xeli Seuwyos

marketingis miznebis (potenciur momxmarebelTa segmente-

bis moZieba, mogebis gadideba da a. S.) miRwevas. amasTan marke-

tingis organizaciuli struqtura bevrad damokidebulia

firmis sidideze, gamosaSvebi produqciis (saqmianobis) Tavi-

seburebebsa da im bazrebze. sadac unda moxdes, saqonlis re-

alizacia, agreTve TviT firmis marTvis arsebul struqtu-

raze. variantebis mravalferovnebis miuxedavad, marketin-

guli saqmianobis struqtura firmebSi yvelaze metad yalibde-

ba funqciebis an saqonlis asrotimentis mixedviT. marketingis

marTvis organizaciuli struqtura SeiZleba iyos orientire-

buli funqciebze, saqonelze, bazrebsa da momxmareblebze; re-

gionebze; funqciebsa da saqonelze; funqciebsa da regionebze.

funqciuri struqtura ufro mizanSewonilia im firme-

bisTvis, romlebic uSveben saqonels mcire raodenobiT.

struqturis am tipis pirobebSi warmoebuli saqoneli da ba-

zari ganixileba rogorc erTgvarovani, rac ganapirobebs

specializebuli ganyofilebebis Seqmnas. 3.2. naxazze war-

modgenilia marketingis organizaciuli struqtura fun-

qciebis mixedviT.

marketingis funqciuri organizaciuli struqturis

sqemaSi mocemul qvedanayofebis garda, SeiZleba Seiqmnas

marketingis dagegmvis, marketinguli arxebis marTvis, axali

saqonlis ganyofilebebi.

nax. 3.2. marketingis funqciuri organizaciuli struqtura.

marketingis funqciuri organizacia emyareba funqcie-

bis mixedviT Sromis danawilebasa da muSakTa specializaci-

as. gamosaSvebi produqciis mcire nomeklaturis dros mar-

60

ketingis organizacia gamoirCeva maRali manevrirebiT si-

martivis gamo. amasTan funqciuri struqtura naklebad moq-

nilia garemo pirobebis cvlilebebTan mimarTebaSi; kerZod

siaxleebis danergvasTan dakavSirebiT saerTod funqciuri

struqtura aRiarebulia danarCeni struqturebis bazad.

im firmebisTvis, romlebic awarmoeben mravalferova-

ni produqciis did raodenobas, rac moiTxovs warmoebisa da

gasaRebis specifikur pirobebs, mizanSewonilad CaTvlilia

marketingis organizacia sasaqonlo midgomiT (nax. 3.3). ase-

Ti struqtura xasiaTdeba rigi dadebiTi momentebiT: gan-

sazRvruli saqonlis ganyofilebis menejeri koordinacias

uwevs marketingis mTel kompleqss mocemul saqonelze da

swrafad reagirebs bazarze warmoSobil problemebze, mag-

ram sasaqonlo struqtura funqciurTan SedarebiT Zviria

marketerTa da menejerTa raodenobis gazrdis gamo.

nax. 3.3. marketingis struqtura calkeuli saqonlis

mixedviT.

amitom aseTi struqtura gavrcelebulia mxolod

msxvil firmebSi, sadac TiToeuli saqonlis gayidvebis (rea-

lizaciis) moculoba sakmarisia imisTvis, rom gamarTleba

mieces muSaobaSi dublirebas.

sasaqonlo struqturas iyeneben decentralizebuli

firmebis marketingul saqmianobaSi, romlebSic TiToeuli

Svilobili kompania (filiali) specializebulia konkretu-

li saqonlis warmoebaze. konkretuli saqonlis marketingi

met mniSvnelobas iZens imasTan dakavSirebiT, rom ekonomi-

kurad ganviTarebul qveynebSi saqonlis diferenciacia (di-

versifikacia) konkurenciaSi gamarjvebis erT-erTi mTavari

faqtoria. amgvarad Tanamedrove pirobebSi friad mniSvne-

61

lovania calkeuli saqonlis marketingis saqmianoba. sxvadas-

xva firmaSi am menejerTa movaleobebi gansxvavebulia, magram Se-

iZleba gamoiyos Semdegi ZiriTadi funqciebi:

� sasaqonlo jgufis marketingis gegmisa da biujetis

Sedgena;

� saqonlis bazarze SesaZlo cvlilebebis prognozi-

reba;

� informaciis Segroveba da konkurentebis moqmede-

baTa Seswavla;

� konkretuli saqonlis marketingTan dakavSirebuli

firmis yvela qvedanayofis saqmianobis koordina-

cia;

� axali saqonlis danergva da moZvelebuli saqonlis

warmoebidan moxsna.

firmebSi, romlebic TavianT saqonels yidian sxvadas-

xva bazarze, saqoneli saWiroebs specifikur momsaxurebas

da amitom mizanSewonilia marketingis organizacia bazrebis

(segmentebis) mixedviT (nax. 3.4).

nax. 3.4. marketingis marTvis struqtura bazris segmentebze

(momxmareblebze) orientaciiT.

firmis xelmZRvanelobis yurdaRebis centrSi dgeba

erTgvarovan momxmarebelTa jgufebi (segmentebi) da orga-

nizaciul struqturebSi ZiriTadi bazrebis mixedviT Semo-

aqvT marketingis menejeris Tanamdebobebi. aseTi menejerebi

TanamSromloben funqciuri qvedanayofebis specialisteb-

Tan TiToeuli bazrisTvis (momxmarebelTa jgufisTvis) mar-

ketingis specialistebTan strategiis SemuSavebisTvis.

firmebi, romlebic awarmoeben produqcias mravali re-

gionisTvis, mizanSewonilad miiCneven mocemuli produqciis

62

realizaciis Taviseburebebis gaTvaliswinebiT marketingu-

li struqturis organizacias regionebis mixedviT (nax. 3.5).

nax. 3.5. marketingis marTvis struqtura regionebis

mixedviT.

marketingis regionuli principiT organizebisas Sesa-

bamis specialistebs (savaWro agentebs da sxv.) SeuZliaT ic-

xovron mimagrebuli regionis (teritoriis) farglebSi da

imuSaon droisa da saSualebebis minimaluri danaxarjebis

pirobebSi. xSirad aseTi marketinguli struqtura yalibde-

ba msxvil centralizebul, gansakuTrebiT saerTaSoriso

firmebSi, romlebsac gaaCniaT bazrebis farTo qseli da

zogjer gamijnuli arian calkeuli zonebisa da raionebis

mixedviT. aRniSnuli marketinguli struqturis, iseve ro-

gorc saqonelsa da bazrebze orientirebuli struqturebis

naklovanebad iTvleba samuSaoTa dublireba, agreTve saqmi-

anobis koordinirebis problemebi.

saerTod marketinguli struqturis organizebisas

firmebma unda daicvan misi agebis Semdegi principebi:

� miznebis erTianoba;

� marketinguli struqturis simartive da erTiani

daqvemdebarebis principi;

� kavSirebis efeqtiani sistema qvedanayofebs Soris,

romlebic uzrunvelyofen informaciis zust gada-

cemas; marketingul struqturebis mcirergoliano-

ba.

miznebis erTianobis principi moiTxovs imas, rom sa-

bazro miznebad ganisazRvros:L

� gayidvebis moculoba, mogeba, mogebis Sefardeba ga-

yidvebis moculobasTan, Semosavali erT aqciaze

(RonisZiebebze), sawarmos (firmis) wili bazarze, ka-

pitalis struqtura (subsidirebuli kapitalis wi-

63

li). amasTan miznebma ar unda gamoricxnon erTmane-

Ti.

marketingis organizaciuli struqturis simartive da

sizuste xels uwyobs masTan firmis personalis ufro iolad

Seguebas da maT aqtiur monawileobas miznebis miRwevaSi.

amasTan muSaki unda Rebulobdes brZanebebs mxolod erTi

ufrosisagan (menejerisagan). erTi da igive mizniT Sesasru-

lebeli funqciebis erTobliobisaTvis unda iyos erTi meneje-

ri.

infromaciis efeqtiani cirkulacia ukukavSiriT da

mciregolianoba struqturaSi ufro operatiulobas ani-

Webs informaciis gadacemas zevidan qveviT da piriqiT.

mTlianad marketinguli saqmianobis koordinacia unda gana-

xorcielos umaRlesma xelmZRvanelobam.

mecnierul-teqnikuri progresis maRali tempebis, mom-

xmarebelTa moTxovnis swrafi cvlilebebis, warmoebis mas-

Stabebisa da sirTuleebis, agreTve sxva faqtorebis zegav-

leniT icvleba sawarmos (firmis) miznebis xasiaTi, maTi miR-

wevis saSualebebi. amitom marketinguli struqturebi unda

iyos moqnili, rom saTanadod Seeguon cxovrebiseul dinami-

kas. marketinguli struqturebi CaiTvleba moqnilad Tu SeZ-

leben TavianTi organizaciuli formebis Secvlas firmis

strategiis cvlilebebis mixedviT. organizaciuli gardaq-

mna SeiZleba swrafad ganxorcieldes firmis saqmianobis

efeqtianobis Semcirebis gareSe, Tu Cadebulia TviT stra-

tegiaSi Seguebis unari. marketinguli struqturebis moqni-

lobisTvis didi mniSvneloba aqvs sinqronuli informaciis

flobas Siga da gare marketinguli garemos Sesaxeb, rac gan-

pirobebulia ekonomikuri, demografiuli, bunebrivi, teqno-

logiuri, politikuri da kulturuli faqtorebiT.

ganasxvaveben `magar~ (`myar~) da `rbil~ marketingul

struqturebs. `myari~ (meqanisturi) struqturisTvis dama-

xasiaTebelia Semdegi Taviseburebebi: muSakebis movaleobebi

zustad gansazRvrulia; saq mianobis centralizacia da spe-

cializacia gaZlierebulia; moqmedebs mravali instruqcia;

muSaki ar aris valdebuli Seasrulos samuSao, romelic ar

aris gaTvaliswinebuli Tanamdebobrivi instruqciiT. aseTi

struqturebi efeqtiania stabiluri marketinguli garemos

pirobebSi. cvalebad marketingul garemoSi ki ufro mizanSe-

wonilia `rbili~ (moqnili, adapturi) struqturebi. aseTi

64

struqturebi ukeT eguebian siaxleTa danergvas da xels uw-

yoben axali ideebis, proeqtebis wamoyenebas. samuSaoTa Sina-

arsi mudmivad icvleba, amitom ar dominirebs formaluri

isntruqciebi, romlebSic mkacrad gansazRvrulia muSakTa

uflebamosilebani. Tanamedrove pirobebSi marketinguli

struqturebi unda iyos imdenad moqnili, rom ara marto

eguebodes bazarze cvalebad situacias, aramed xdebodes

drouli adaptacia garemosTan. aSS-sa da inglisSi marketin-

guli struqturebi ufro myaria, xolo iaponiaSi ufro adap-

turia.

amJamad, marketingis samsaxurebis sistemis gareSe,

romlebic uzrunvelyofen marketinguli kvlevebis Catare-

bas momxmarbelTa moTxovnis perspeqtivebis, saqonlis Tvi-

sebebisa da xarisxis mimarT maTi moTxovnebis, agreTve am

moTxovnaTa cxovrebis pirobebze zegavlenis Seswavlis sfe-

roSi, mwarmoeblebs Znelad Tu SeeZlebaT gadarCnen konku-

rentul brZolaSi. marketingis samsaxurebis saboloo miza-

nia firmis mTeli sameurneo saqmianobis (biznesis) daqvemde-

bareba bazris arsebobisa da ganviTarebis kanonebisadmi. ama-

Si dainteresebulni arian rogorc saqonlis mwarmoeblebi,

aseve momxmareblebic.

xazgasmiT unda aRiniSnos, rom marketingis organiza-

cia sawarmoSi (firmaSi) — es ar aris specialuri qvedanayo-

febis formaluri gamoyofa (Seqmna), maTTvis calkeuli fun-

qciebis dakisrebiT, romlebic adre ar sruldeboda an

sruldeboda nawilobriv (reklama, moTxovnis Seswavla da

misT.). marketingis samsaxuri iqmneba, upirveles yovlisa,

firmis sawarmoo, safinanso, savaWro-gasaRebis saqmianobis

cvalebad ekonomikur situaciasTan (fasebi, bazris koniun-

qtura da sxv.), bazarze momxmarebelTa moTxovnilebebTan

moqnili Seguebis uzrunvelsayofad.

3.3. marketingis samsaxurebis amocanebi da funqciebi

marketingis samsaxuri sabazro urTierTobaTa piro-

bebSi yvelaze umniSvnelovanesi rgolia mTlianad firmis

saqmianobaSi, romelic sawarmos safinanso, savaWro, gasaRe-

bis, teqnologiuri, sakadro da sxva saqmianobis saxeobebTan

erTad qmnis erTian integrirebul process, romelic mimar-

65

Tulia sabazro moTxovnilebaTa dakmayofilebasa da moge-

bis miRebaze.

marketingis samsaxuris optimaluri struqturis Ser-

Ceva mizanSewonilia moxdes sxva faqtorebTan erTad, sawar-

mos (firmis) sididisagan damokidebulebiT (nax. 3.6). marke-

tingis samsaxuris qvedanayofebi (ganyofileba, biuro) mWid-

ro kavSirSia erTmaneTTan. TiToeuli maTgani wyvets Tavis

amocanebs, romelTa mizania momxmarebelTa moTxovnis gan-

sazRvra da misi dakmayofileba.

nax. 3.6. marketingis samsaxuris marTvis organizaciu-

li struqtura msxvil firmebSi

marketingis samsaxuris qvedanayofebi asruleben Sem-

deg amocanebs da funqciebs: 1) bazris koniunqturis, moT-

xovnisa da sasaqonlo reklamis ganyofilebis amocanebia:

� marketingis mokle, saSualo da grZelvadiani stra-

tegiis damuSaveba;

� sawarmos saqonlis moTxovnaze, bazris koniunqtu-

raze moqmedi faqtorebis gamokvleva;

66

� sawarmos produqciaze moTxovnis Seswavla da gamo-

saSveb produqciaze moTxovnis saTanado programe-

bis damuSaveba;

� gamosaSvebi produqciis samomxmareblo Tvisebebisa

da momxmarebelTa mxriv misadmi wayenebuli moTxov-

nebis gamokvleva;

� gamosaSvebi produqciis mimarT momxmarebelTa

moTxovnebze dammuSavebelTa da mwarmoebelTa ori-

entacia;

� saqonlis gasaRebis, reklamisa da stimulirebis orga-

nizacia.

CamoTvlili amocanebis Sesasruleblad xorcieldeba

Semdegi funqciebi:

� sawarmos produqciis gasaRebis potenciuri bazre-

bis ZiriTadi koniunqturSemqmneli faqtorebis ana-

lizi da prognozireba;

� socialur-ekonomikuri faqtorebis analizi, rom-

lebic moqmedeben gamosaSvebi produqciis moTxov-

na-mowodebis Tanafardobaze;

� konkurentebis produqciis miwodebis moculobe-

bis, teqnikuri donisa da xarisxis, mocemuli sawar-

mos produqciasTan misi upiratesobebisa da naklo-

vanebebis Seswavla, axali bazrebisa da axali momxma-

reblebis gamovlena;

� produqciis msoflio warmoebaSi tendenciebis gav-

lena sawarmos profilze; saqonlis samomxmareblo

Tvisebebis gamokvleva da am produqciiT momxmare-

belTa dakmayofilebis moTxovnis Sesaxeb infroma-

ciis Segroveba;

� produqtis konkurentunarianobis analizi, misi Se-

jereba sxva sawarmoebis mier gamoSvebuli analogi-

uri produqtis (saqonlis) samomxmareblo Tvisebeb-

Tan, fasTan, warmoebis xarjebTan;

� konkretuli saqonlisTvis bazris tevadobis gaanga-

riSeba; bazris koniunqturisa da tevadobis Seswav-

lis safuZvelze moTxovnis prognozebis damuSaveba

masobrivad, seriulad gamosaSveb axal produqcia-

ze;

67

� saqonlis gasaRebis potenciuri bazrebis Sesaxeb

yvela ekonomikuri informaciis Segroveba, sistema-

tizacia da analizi (geografiuli ganlagebis gaTva-

liswinebiT);

� monacemTa sainformacio-statistikuri bankis Seq-

mna;

� yvela funqciuri qvedanayofis moqmedebaTa koor-

dinacia da SeTanxmeba erTiani marketinguli poli-

tikis SemuSavebaSi;

� momxmareblebTan ukukavSiris organizacia, maTi Se-

xedulebis (azris) Seswavla gamoSvebul produqcia-

ze da amis safuZvelze produqciis samomxmareblo

Tvisebebis gaumjobesebis winadadebebis SemuSaveba;

� reklamis organizacia sxvadasxva formebiTa da sa-

SualebebiT (gazeTi, televizia da a. S.);

� sawarmos gamofenebze, bazrobebze, gamofena-gayid-

vebze monawileobis organizacia;

� saqonelmoZraobis formebis efeqtianobis Seswavla

da analizi;

� winadadebaTa momzadeba principulad axali pro-

duqciis Seqmnis Sesaxeb;

� rekomendaciebis damuSaveba produqciis warmoebis

gegmis (nomenklaturisa da raodenobis mixedviT) mi-

marT konkretul saqonelze moTxovnisa da bazris

Seswavlis Sedegebis safuZvelze da sxv.

gasaRebis ganyofilebis amocanebia:

� saqonlis miwodebis Sesaxeb xelSekrulebebis drou-

lad momzadeba da dadeba;

� saqonlis miwodebis uzrunvelyofa xelSekrulebiT

nakisri nomenklaturisa da vadebis mixedviT saqon-

lis gadatvirTvis (gagzavnis) swori aRricxvisa da

angariSgebis uzrunvelyofa (organizacia).

aRniSnuli amocanebis Sesabamisad gasaRebis ganyofi-

leba asrulebs Semdeg funqciebs:

� sawarmos produqciis gasaRebis warmatebuli uz-

runvelyofa;

� gamosaSvebi produqciis gamyidvelebTan miwodebis

xelSekrulebis momzadeba da gaformeba;

68

� sawarmos Sesabamisi samsaxurebTan erTad monawile-

oba warmoebis gegmebis formirebisa da mza produq-

ciis CabarebaSi dadgenil vadebsa da nomenklatu-

riT miwodebebis uzrunvelyofisaTvis;

� xelSekrulebebis Sesabamisad saqonlis miwodebis

wliuri, kvartaluri da Tviuri gegmis Sedgena da

miwodebis gegmebis Sesrulebis analizi;

� produqciaze moTxovnis Seswavlisa da sxva marke-

tingul RonisZiebebSi monawileoba;

� mza produqciis swori Senaxvis, misi daxarisxebis,

kompleqtaciis, SefuTvisa da myidvelisTvis gag-

zavnis organizacia; myidvelebTan urTeirTdamoki-

debulebis regulireba da maTi miReba saqonlis mi-

wodebisa da angariSworebis sakiTxebze;

� sabiTumo vaWrobis organizacia da sxv.

marketingis prognozirebisa da dagegmvis ganyofile-

bis amocanebia:

� bazris koniunqturis, moTxovnis, sawarmos produq-

ciis warmoebis ganviTarebis perspeqtivebisa da fa-

sebis prognozireba;

� marketingis strategiis damuSaveba;

� sawarmoo simZlavreebisa da warmoebis gegmis for-

mirebis rekomendaciebis SemuSaveba.

am ganyofilebis funqciebs Seadgens:

� myidvelTa moTxovnis Seswavla;

� droulad gansazRvra imisa, ramdenad gaTvaliswine-

bulia produqciis warmoebaSi momxmarebelTa moT-

xovnebi, misi saimedobisa da xarisxis, fasebis donis,

miwodebis pirobebis, gayidvis Semdeg teqnikuri

momsaxurebis organizaciis mimarT, sxva survilebi,

maragis, agreTve produqciaze SekveTebis portfe-

lis Sesaxeb monacemebis Segroveba, warmoebis (teq-

nikuri donis, teqnologiis, damzadebis ciklis xan-

grZlivobis, warmoebis xarjebis struqturis da

sxv.) ganviTarebis ZiriTad tendenciebis gamovlena

da moTxovnis analizi saSinao moxmarebisa da eq-

sport-importis Seswavlis safuZvelze;

� produqciis sxvadasxva saxeebze fasebis monacemebis

Seswavla;

69

� moTxovnisa da miwodebis Soris Tanafardobis prog-

nozireba da am safuZvelze mocemul produqciaze

fasebis gansazRvra;

� moTxovna-miwodebis balansebis Sedgena momavali pe-

riodisaTvis;

� bazris koniunqturis formirebis faqtorebis sis-

temis analizis safuZvelze bazris koniunqturisa

da tevadobis, moTxovnis, warmoebis, produqciis eq-

sprot-importis prognozebis damuSaveba;

� bazrisadmi sistematuri dakvirveba da prognozebis

koreqtireba mimdinare cvlilebebis Sesabamisad;

� winadadebis damuSaveba da sawarmos xelmZRvanelo-

bisTvis wardgena principulad axali produqciis

Seqmnis Taobaze, romelic gankuTvnilia bazris axa-

li segmentis moTxovnilebaTa dasakmayofileblad;

� marketingis strategiis damuSaveba bazris moTxov-

nilebaTa dasakmayofileblad;

� marketingis strategiis damuSaveba bazris moTxov-

nis, tevadobis da koniunqturis analizis, produq-

ciis teqnikuri donis, xarisxisa da misi saSinao da

sagareo bazrebze konkurentunarianobis prognosis

safuZvelze;

� produqciis warmoebisa da realizaciis moculobe-

bis, gasaRebis, reklamis da safirmo momsaxurebis

organizaciis analizi analogiur sawarmoebSi qvey-

nis SigniT da sazRvargareT da winadadebaTa SemuSa-

veba gamocdilebis gamoyenebis Taobaze da sxv.

bazrisa da moTxovnis ganyofielbis amocanebia:

� bazris koniunqturis gamokvleva;

� sawarmos produqciaze moTxovnis Seswavla da gamo-

saSveb produqciaze misi prognozis damuSaveba;

� produqciis konkurentunarianobis gansazRvra;

� produqciis samomxmareblo Tvisebebisa da maTdami

momxmarebelTa moTxovnis gamokvleva;

� gamosaSvebi produqciis mimarT momxmarebelTa

moTxovnis Sesrulebaze dammuSavebulTa da mwarmo-

ebelTa orientacia.

aRniSnuli amocanebidan gamomdinare biuro asrulebs

Semdeg funqciebs:

70

� bazris koniunqturis, gamosaSveb produqciaze moT-

xovnis gamokvlevis gegmebis damuSaveba;

� potenciuri bazrebis ZiriTadi koniunqturwarmom-

qmneli faqtorebis analizi da prognozireba;

� informaciis Segroveba da sistematizacia konku-

renti produqciis upiratesobebisa da naklovanebe-

bis Sesaxeb mocemul sawarmos produqciasTan Seda-

rebiT;

� gamosaSvebi produqciis axali bazrebis da axali

momxmareblebis Seswavla;

� ekonomikuri faqtorebis mniSvnelobaTa dinamikis

gansazRvra, romlebic moqmedeben moTxovnis poten-

cialze (mocemul bazarze);

� gamokvlevisTvis bazris segmentebis SerCeva, auci-

lebeli sainformacio bazis, gamokvlevaTa meTode-

bis (literaturuli wyaroebis, statistikuri mona-

cemebis Seswavla, anketebis dagzavna, interviu, ga-

mokiTxva telefoniT) gansazRvra;

� bazris koniunqturisa da tevadobis Seswavlis sa-

fuZvelze prognozis damuSaveba axal produqciaze

moTxovnis ganviTarebis Sesaxeb, agreTve misi warmo-

ebis winadadebebis xangrZlivi periodisTvis;

� teqnikuri (sagarantio) momsaxurebis organizaciis

da produqciis gasaRebaze misi zegavlenis analizi;

� momsaxurebis xarisxis amaRlebis rekomendaciebis

SemuSaveba, momxmareblebTan ukukavSiris organiza-

cia, produqciis warmoebis gegmisTvis winadadebe-

bis momzadeba nomenklaturisa da xarisxis mixedviT

konkretul produqciaze bazris koniunqturisa da

moTxovnis Seswavlis Sedegebis safuZvelze;

� reklamis efeqtianobis amaRlebis RonisZiebebSi mo-

nawileoba da sxv.

reklamis biuros amocanebia:

� reklamis Catarebis yvelaze efeqtian mimarTuleba-

Ta gansazRvra gamosaSvebi produqciis da bazris

koniunqturis TaviseburebaTa gaTvaliswinebiT;

� produqciis yvela aucilebeli saxis reklamis orga-

nizacia da sawarmo-damamzadeblis mimarT ndobisa

da pativiscemis atmosferos (imijis) Camoyalibeba.

71

amocanebis Sesabamisad reklamis biuro asrulebs Sem-

deg funqciebs:

� sareklamo RonisZiebaTa Catarebis gegmebis Sedgena

da sawarmos xelmZRvanelobisTvis dasamtkiceblad

wardgena;

� reklamis Catareba, yvelaze efeqtiani meTodebis

SerCeva da gamoyeneba produqciis, agreTve bazris

Taviseburebebis gaTvaliswinebiT, rac xorcielde-

ba marketingis samsaxurebis specialistebTan er-

Tad;

� reklamis organizacia masobrivi infromaciis da

sxva saSualebebis gamoyenebiT;

� winadadebaTa damuSaveba safirmo stilis formire-

bis Sesaxeb, safirmo nawarmis (plakatebis, buklete-

bis, afiSebis, eqspert-informaciis) daxmarebiT rek-

lamis organizacia;

� reklamis qmediTobis, produqciis gasaRebaze misi

gavlenis, saqonlis Sesaxeb momxmareblis informi-

rebulobis analizi, reklamis efeqtianobis gansaz-

Rvra da sxva.

marketingis marTvis organizaciuli struqturisa da

samsaxurebis motanili sqemebi, amocanebi da funqciebi sani-

muSoa. amitom konkretul situaciaSi da konkretul sawar-

moSi (firmaSi) isini SeiZleba dazustdes (SeiZleba gafar-

Tovdes srulyofisa da dakonkretebis mizniT). didi mniSvne-

loba aqvs marketingis qvedanayofebis (samsaxurebis) swor

koordinacias.

jerjerobiT saqarTveloSi saTanado yuradReba ar eq-

ceva marketingul saqmianobas. sawarmoebSi (firmebSi) metwi-

lad Seqmnilia mcirericxovani marketingis struqturuli

qvedanayofebi, marketingul saqmianobas ar gaaCnia sistemu-

ri xasiaTi da igi Semoifargleba kompleqsuri marketinguli

RonisZiebebis nacvlad umTavresad sareklamo da gasaRebis

stimulirebis RonisZiebebiT. koniunqturisa da moTxovnis

sakavSiro samecniero-kvleviTi institutis (`vniiks~-is) sa-

qarTvelos filialis bazaze 1991 wels Seqmnili marketingis

samecniero-kvleviTi instituti da sxva ekonomikuri profi-

lis kvleviT instutebTan erTad, akademiis sistemis ekono-

mikis institutis garda, yvela gauqmebul iqna. ganviTarebu-

72

li sabazro ekonomikis qveynebSi Camoyalibda samrewvelo,

savaWro da servisuli firmebis marketingSi investiciebis

zrdis tendencia. magaliTad, germaniis marketingis insti-

tutis SefasebiT, individualuri sargeblobis tradiciuli

saqonlis warmoebis xarjebis marketingze modis daaxloe-

biT 25%, xolo axal produqciaSi 70%-mde~.1

qveyanaSi ekonomikis aRorZineba, upirveles yovlisa,

damokidebulia samrewvelo sawarmoTa, agreTve sxva sferoe-

bis (dargebis) firmebis warmoeba-gasaRebis saqmianobis, sa-

erTod biznesis marketingis principebiT organizaciaze.

1 o. d. andreeva, a. v. andreevi, dasax. wigni, gv. 11.

73

Tavi 4. dagegmva da kontroli marketingis

marTvis sistemaSi

4.1. strategiuli da taqtikuri dagegmva marketin-gSi

dagegmva marketingis marTvis efeqtianad ganxorcie-

lebis erT-erTi aucilebeli pirobaa. is marTvis wamyvani

funqciaa. dagegmva xels uwyobs sawarmoSi marketinguli saq-

mianobiT dakavebuli muSakebis perspeqtiulad da mizanmi-

marTulad azrovnebas, riTac SesaZlebeli xdeba swori da

Sedegebze orientirebuli gadawyvetilebebis miReba, maTi

koordinacia da informaciis droulad miwodeba sawarmos

xelmZRvanelobisTvis. dagegmviT iqmneba muSaobis Sedegebis

Sefasebisa da kontrolisTvis saWiro winapirobebi.

dagegmva ori saxisaa:

1) strategiuli dagegmva;

2) taqtikuri dagegmva.

strategiul dagegmvaSi igulisxmeba sawarmos (firmis)

miznebsa da maTi miRwevis potenciur SesaZleblobebs Soris

Sesabamisobis Seqmnisa da SenarCunebis mmarTvelobiTi pro-

cesi.

taqtikuri dagegmva gulisxmobs konkretuli qmedebe-

bis ganxorcielebas marketingis strategiuli gegmiT gan-

sazRvruli amocanebis misaRwevad.

taqtikuri dagegmvis dros akonkreteben Tu vin, ra,

rodis, sad da rogor unda gaakeTos dasaxuli miznebis mi-

saRwevad. e.i. taqtikuri dagegmvis procesSi Camoyalibdeba

uaxloes periodSi gansaxorcielebeli konkretuli davale-

bebi, romelTa SesrulebiTac miiRweva strategiuli miznebi.

maSasadame, marketingis strategiuli gegma marketin-

guli saqmianobis miznebis, strategiebis, agreTve, drois

gansazRvrul intervalSi maTi miRwevis RonisZiebebis er-

Tobliobaa. taqtikur gegmaSi dakonkretebulia strategiu-

li gegmiT gansazRvruli amocanebi moklevadiani periodis-

Tvis.

marketingis gegmebis efeqtianad ganxorcielebisa da

dasaxuli miznebis misaRwevad aucilebelia:

74

a) gegmebis daamuSavebaSi monawileoba miiRon im Ta-

namSromlebma, romlebic SemdgomSi imuSeveben maT

ganxorcielebaze;

b) dagegmvis procesi iyos moqnili, rom saWiroebis

SemTxvevaSi operatiulad iqnes Setanili cvlile-

bebi gegmebSi;

g) dagegmva iyos adapturi, e.i. miRebuli gegmebi unda

iTvaliswinebdes moTxovnis cvalebad xasiaTs.

strategiuli dagegmva xorcieldeba etapobrivad.

strategiuli dagegmvis etapebs miekuTvneba (ix. nax. 4.1.).

1) sawarmos misiis formulireba;

2) miznebisa da amocanebis gansazRvra;

3) biznes-portfelis Sedgena;

4) zrdis strategiebis SerCeva.

strategiuli dagegmvis procesis yovel etapze stra-

tegiuli gegmis Sesabamisi nawili muSavdeba. strategiuli

gegmis nawilebs miekuTvneba: misia, strategiuli miznebi da

amocanebi, SWOT-analizi da portfeluri analizi, zrdis

strategia.

sawarmos misiaSi igulisxmeba is ZiriTadi mizani, ris-

Tvisac Seiqmna sawarmo.

misia sawarmosTvis warmoadgens logikuri aTvlis wer-

tils, romelsac is uqvemdebarebs mTel Tavis saqmianobas.

rogorc wesi, misiis avtori aris sawarmos damfuZnebeli. mi-

siis sworad gansazRvra, menejerebisa da specialistebis in-

formireba ZiriTadi miznis Sinaarsze uzrunvelyofs sawar-

mos efeqtianad muSaobas, radgan misiis arsSi saTanadod

garkveva maT saerTo saqmis Tanamonawiled aqcevs. droTa

ganmavlobaSi axali saqonlis Seqmnis, axal bazrebze gasvlis,

warmoebis moculobis gazrdis, samoqmedo garemos Secvlis

pirobebSi misiam SeiZleba dakargos aqtualoba da saWiro

gaxdes misi gadasinjva. magram es ar niSnavs imas, rom misia

unda Seicvalos yoveli ramdenime wlis Semdeg.

misiis gadasinjvis dros pasuxi unda gaeces Semdeg

kiTxvebs: raSi mdgomareobs firmis saqmianobis arsi? vin ari-

an misi momxmareblebi da ris miReba surT maT firmisgan? ra

aris marketinguli saqmianobis mizani? da sxv. am kiTxvebze

swori pasuxebis gacema ar aris advili. magram, Tu am kiT-

xvebs swori pasuxebi gaecema, e. i. Tu sworad Camoyalibdeba

75

sawarmos misia Secvlil sabazro pirobebSi, sawarmos efeq-

tianad funqcionirebis realoba mkveTrad gaizrdeba.

sawarmos misiis Camoyalibeba, amerikeli mecnieris Te-

odor levitis azriT, ukeTesia bazarze orientaciiT. am Sem-

TxvevaSi sawarmos saqmianoba xasiaTdeba momxmarebelTa

moTxovnisa da moTxovnilebebis dakmayofilebis Tvalsaz-

risiT, biznesis warmatebis safuZveli ki momxmarebelTa

moTxovnilebebis srulyofilad gaTvaliswinebaa. Tumca

praqtikaSi xSirad sawarmoebi TavianTi saqmianobis sferos

saqonlis xasiaTis an gamoyenebuli teqnologiebis mixedviT

axasiaTeben. ase, magaliTad, zogierTi amerikuli sawarmo

Tavis misias gamoxatavda Semdegi lozungebiT: `Cven vawarmo-

ebT sabeWd manqanebs~, ~Cven qimiuri kompania varT~. aseTi

midgoma saqmianobis sferos daxasiaTebisas rom arazusti da

arasworia, maTi saqmianobis araxelsayreli SedegebiT da-

dasturda. cxadia, droTa ganmavlobaSi saqoneli da teqno-

logiebi Zveldeba, ZiriTadi moTxovnilebebi ki ucvleli

rCeba. amitom saqonelsa da teqnologiebze orientacias sa-

warmoebisTvis ar moaqvs sasurveli Sedegebi.

nax. 4.1. strategiuli dagegmvis procesi

sawarmos misiis

formulireba

miznebisa da

amocanebis

gansazRvra

biznes-portfelis

Sedgena

zrdis strategiis

SerCeva

76

misiis formulirebis dros sawarmoebma unda ixel-

mZRvanelon gansazRvruli rekomendaciebiT:

1) dasaxuli mizani (an miznebi) ar unda iyos Zalian

farTo an Zalian viwro. ar iqneba swori, Tu velosi-

pedebis mwarmoebeli sawarmo Tavis programas daa-

xasiaTebs rogorc satransporto saSualebebis war-

moebas. am SemTxvevaSi misia Zalian farTod aris war-

modgenili;

2) misia unda iyos mkafiod gansazRvruli da realuri.

ararealuri iqneba saqarTvelos aviaxazebis mier

Tavisi misiis, rogorc umsxviles msoflio aviakom-

paniad gardaqmnisken miswrafebis, gansazRvra;

3) misias ar unda hqondes mxolod sareklamo xasiaTi. sawar-

mom Tavisi ZiriTadi miznis gansazRvras safuZvlad unda

daudos konkretuli moTxovnebi;

4) Tavisi SinaarsiT misiam unda ubiZgos sawarmoSi da-

saqmebul adamianebs ukeTesad muSaobisken. maT unda

igrZnon, rom sasargeblo saqmianobiT arian dakave-

bulni da sawarmos mogeba maTi Sromis Sedegebis-

Tvis miRebuli jildoa. nebismieri maRaziis misia

unda iyos ama Tu im saqonliT momxmarebelTa moT-

xovnis konkurentebze ukeTesad dakmayofileba da

ara realizaciis moculobis gazrda da mogebis mi-

Reba.

praqtikaSi xSirad sawarmoebs TavianT misiad miaCniaT

mogebis miReba, rac arasworia. momgebianad muSaoba, ra Tqma

unda, sawarmoTa erT-erTi mizania, magram is ar aris misia.

Tumca, nebismier SemTxvevaSi, roca misia sworad aris Camoya-

libebuli, sawarmo momgebiania. henri fordma, romelic, cxa-

dia, Zalian kargad erkveoda mogebis mniSvnelobaSi, Tavisi

kompaniis misiad xalxis iafi transportiT uzrunvelyofa

gansazRvra. misiis aseTi saxiT formulirebam mas didZali

mogeba moutana.

sawarmoebi misiidan gamomdinare ayalibeben mis misaR-

wevad saWiro damxmare miznebsa da amocanebs marTvis sxva-

dasxva donisTvis. efeqtianad muSaobis uzrunvelsayofad

aucilebelia miznebi da amocanebi iyos konkretuli, gazom-

vadi, Sesrulebadi da drois gansazRvrul periodze gaTvli-

li.

77

miznebisa da amocanebis gansazRvris Semdeg sawarmos

xelmZRvaneloba ayalibebs maT misaRwevad saWiro marketin-

gul strategiebs.

marketingul strategiebSi igulisxmeba principuli

xasiaTis saSualo da grZelvadiani gadawyvetilebebi, romel-

Ta ganxorcielebiTac saqmianoba warimarTeba dasaxuli mizne-

bis misaRwevad.

amis Semdeg mimdinareobs SWOT-analizi da portfe-

luri analizi.

SWOT-analizis procesSi dagegmvis specialistebi er-

TmaneTs udareben organizaciis Sinagan Zlier da sust mxa-

reebs da mosalodnel SesaZleblobebs da saSiSroebebs. ase-

Ti SedarebiT SesaZlebeli xdeba sawarmos saqmianobaze moq-

medi faqtorebis kritikuli Sefaseba da misiis Sesrulebis

optimaluri gzebis gamoZebna.

sawarmos Zlieri mxareebi gansazRvravs mosalodnel

SesaZleblobebs, susti mxareebi ki mosalodnel saSiSroe-

bebs. cxadia, Tu sawarmos aqvs mcire xarjebi, uzrunvelyo-

filia finansuri resursebiT da aRWurvilia Tanamedrove

manqana-danadgarebiT, momavalSi mas asortimentis gafarTo-

ebis, axal bazrebze gasvlis, axali teqnologiebis Seqmnis an

SeZenis didi SesaZleblobebi eZleva. magram, Tu sawarmos sa-

saqonlo asortimenti aris viwro, xarjebis done maRali, me-

nejmenti araefeqtiani, imijis done ki dabali didia albaTo-

ba imisa, rom momavalSi mas problemebi Seeqmneba bazarze,

rac, pirvel rigSi, gamovlindeba mocemuli sawarmos mimarT

momxmarebelTa damokidebulebis Secvlasa da axali konku-

rentebis gamoCenaSi.

SWOT-analizis Semdeg iwyeba mimdinare biznes-por-

tfelis analizi.

biznes-portfelSi igulismeba sawarmos profilis gan-

msazRvreli saqmianobisa da saqonlis saxeebi. kargia iseTi

biznes-portfeli, romelsac sawarmos Zlieri da susti mxa-

reebi SesabamisobaSi mohyavs bazris SesaZleblobebTan. kar-

gi biznes-portfelis Sesadgenad aucilebelia mimdinare

biznes-portfelis safuZvliani analizi. analizis procesSi

afaseben sawarmos saqmianobis yvela saxes, yvela saqonels.

amiT gamovlindeba ufro rentabeluri da wamgebiani bizne-

sis saxeebi da saqoneli. analizis Sedegebis mixedviT iReben

78

gadawyvetilebas sawarmos ganviTarebis perspeqtivebze, e. i.

gadawyveen Tu biznesis romel sferoSi daabandon resurse-

bi, romeli Sekvecon an saerTod uari Tqvan masze.

dReisTvis gegmiuri biznes-portfelis Sedgenis yve-

laze aRiarebuli meTodia bostonis sakonsultacio jgufis

mier damuSavebuli bazris zrdisa da bazris wilis matrica.

am matricaSi bazris zrda gamoisaxeba koeficientebSi, rom-

lebic asaxaven bazris mimzidvelobas. rac Seexeba bazris

wils, is gansazRvravs sawarmos siZlieres mocemul konkre-

tul bazarze. bazris zrdisa da bazris wilis matricis gamo-

yenebiT SesaZlebelia oTxi saxis strategiuli biznes-erTe-

ulis gamoyofa. biznes-erTeulSi igulisxmeba sawarmos da-

nayofi, romelsac aqvs sakuTari misia da miznebi da romlis

saqmianobac SeiZleba sxva danayofebisgan damoukideblad

daigegmos da ganxorcieldes. biznes-erTeuli SeiZleba iyos

calke sawarmo, produqtebis jgufi an calke produqti. bos-

tonis sakonsultacio jgufis bazris zrdisa da wilis mat-

ricaSi sxvadasxva saxis biznes-erTeulebs xatovnad uwode-

ben varskvlavebs, mewvel Zroxebs, kiTxvis niSnebs da ZaR-

lebs.

varskvlavebSi Sedian is biznes-erTeulebi, romlebsac

aqvT zrdis maRali tempi da maRali wili bazarze. maT, xSi-

rad, didi moculobis investicia sWirdebaT zrdis tempis

dasaCqareblad. sawarmos mcdelobis miuxedavad, bolos

zrda mainc Cerdeba da varskvlavebi mewveli Zroxebis kate-

goriaSi gadadis.

mewvel Zroxebs uwodeben iseT biznes-erTeulebs, ro-

melTac aqvT mcire zrdis tempi da didi wili bazarze. isini

momxmareblebisTvis cnobili sawarmoebi an produqtebia,

romelTa sabazro wilis SesanarCuneblad mcire moculobis

investiciac sakmarisia. es sawarmoebi an produqtebi sakma-

od did Semosavals iZlevian, ris gamoc maT mewveli Zroxebi

uwodes.

kiTxvis niSnebis kategoriaSi gaerTianebul biznes-er-

Teulebs aqvT mcire wili swrafad mzard bazrebze. bazris

wilis SesanarCuneblad maT didi moculobis investicia esa-

WiroebaT.

ZaRlebi mcire zrdis tempisa da mcire sabazro wilis

mqone biznes-erTeulebia. ar aris gamoricxuli, rom am kate-

goriis biznes-erTeulidan sawarmom didi Semosavalic mii-

79

Ros, magram saerTod ZaRlebis kategoriaSi gaerTianebuli

biznes-erTeulebi mcireSemosavliani sawarmoebia.

biznes-erTeulebis gamoyofis Semdeg sawarmoebi ga-

dawyveten maT momaval beds, e. i. iReben gadawyvetilebas

biznes-erTeulSi kapitalis dabandebis moculobis gazrdis,

Sekvecis an Sewyvetis Sesaxeb. amis Sesabamisad, biznes-erTe-

ulebi erTi kategoriidan meoreSi gadadian an saerTod

swyveten arsebobas.

bostonis sakonsultacio jgufis mier damuSavebulma

bazris zrdis da bazris wilis matricam mniSvnelovani roli

iTamaSa marketingis strategiul dagegmvaSi. magram im prob-

lemebis gamo, romlebic matriculi midgomis gamoyenebasTan

aris dakavSirebuli, bevrma sawarmom uari Tqva masze. aseTi

problemebis ricxvs miekuTvneba: danergvisTvis saWiro di-

di dro da xarjebi; strategiuli biznes-erTeulebis gansaz-

Rvris siZnele; bazris wilisa da zrdis tempebis Sefasebis

siZnele; aqcentis gakeTeba mimdinare biznesis klasifikacia-

ze da sxv. aRniSnuli problemebis gamo sawarmoebma daiwyes

strategiul dagegmvaSi matriculi midgomis saxeSecvlili,

praqtikaze ufro morgebuli formebis gamoyeneba.

gegmiuri biznes-portfelis Sedgena da sawarmos

zrdis SesaZleblobebis gansazRvra erTdroulad xdeba.

zrdis alternatiuli strategiebis gansazRvris erT-erTi

gzaa produqt/bazris eqspansiis matricis gamoyeneba. am mat-

ricis Sesabamisad zrda SeiZleba ganxorcieldes Semdegi

oTxi strategiis gamoyenebiT: bazarze SeRweva; bazris ganvi-

Tareba; produqtis ganviTareba; diversifikacia.

bazarze SeRwevis strategia iTvaliswinebs bazris wi-

lis gazrdas produqtis Seucvlelad. amis miRweva SesaZle-

belia axali maRaziebis gaxsniT, sareklamo saqmianobis gaum-

jobesebiT da gaaqtiurebiT, momsaxurebis gaumjobesebiT da

sxva RonisZiebebis gatarebiT.

bazris ganviTarebis strategia gulisxmobs arsebuli

produqtebiT axal bazrebze gasvlas, rac SeiZleba ganxor-

cieldes bazrebis geografiuli gafarToebisa da axali miz-

nobrivi segmentebis aTvisebis gziT.

produqtis ganviTarebis strategiis gamoyeneba gamoi-

xateba arsebuli bazrisTvis srulyofili an axali produq-

tis SeTavazebiT.

80

yvelaze rTuli da sarisko diversifikaciis strategi-

is gamoyenebaa. es strategia iTvaliswinebs axal bazarze Ses-

vlas axali produqtiT, romelic sagrZnoblad gansxvavdeba

tradiciul bazrebze gatanili produqtisgan.

f. kotleri sawarmos zrdis SesaZleblobebs intensi-

ur, integraciul da diversifikaciul doneebze ganixilavs

(ix. cxrili 4.1).

cxrili 4.1.

zrdis SesaZleblobebis ZiriTadi mimarTulebebi

intensiuri

zrda

integraciuli

zrda

diversifikaciuli

zrda

Rrmad SeRweva

bazarze

regresiuli

integracia

koncentruli

diversifikacia

bazris

sazRvrebis

gafarToeba

progresuli

integracia

horizontaluri

diversifikacia

saqonlis

srulyofa

horizontaluri

integracia

konglomeratuli

diversifikacia

intensiuri zrda maSinaa SesaZlebeli da gamarTlebu-

li, roca arsebuli bazrebis SesaZleblobebi mTlianad ar

aris amoqmedebuli. am doneze sawarmos xelmZRvaneloba

cdilobs Rrmad SeaRwios bazarze, gaafarToos bazris saz-

Rvrebi, srulyos saqoneli.

bazarze Rrmad SeRwevaSi igulisxmeba sasaqonlo baz-

rebze saqonlis realizaciis zrdis SesaZleblobebis gamov-

lena ufro agresiuli marketingis daxmarebiT.

bazris sazRvrebis gafarToeba gamoixateba sawarmos

mcdelobaSi gaadidos gayidvis moculoba warmoebasa da rea-

lizaciaSi arsebuli saqonlis axali bazrebze SeRwevis gziT.

saqonlis srulyofaSi igulisxmeba sawarmos mcdeloba

gazardos gaydvis moculoba axali saqonlis SeqmniTa da ar-

sebul bazrebze danergviT.

im SemTxvevaSi, roca saqmianobis calkeul saxes myari

pozicia aqvs da SesaZlebelia damatebiTi Semosavlis miReba

dargis SigniT manevrirebis gziT, mimarTaven integraciul

81

zrdas, romelic, Tavis mxriv, sami saxisaa: regresiuli,

progresuli da horizontaluri.

regresiuli integracia gamoixateba sawarmos mcdelo-

baSi Seisyidos mimwodeblis sawarmoebi an ufro mkacri kon-

troli daawesos maTze.

progresuli integracia gulisxmobs sawarmos mcde-

lobas Seisyidos saqonelmoZraobis sferoSi moqmedi sawar-

moebi an maTze daawesos mkacri kontroli.

horizontaluri integraciis dros sawarmoebi Seisyi-

dian rig konkurent sawarmoebs an aZliereben kontrols

maTze.

diversifikaciuli zrdis SesaZleblobebis gamoyene-

bas sawarmoebi mimarTaven maSin, roca dargi ar iZleva Sem-

dgomi zrdis saSualebas an dargis gareT ufro mimzidvelad

eCvenebaT saqmianobis gagrZeleba. kapitalis dabandebis axa-

li sferoebis gamoZebnisas sawarmo, rogorc wesi, cdilobs

gamoiyenos dagrovebuli gamocdileba an gamoZebnos naklo-

vanebebis gamosworebis gzebi.

diversifikaciuli zrdac SeiZleba iyos sami saxis: kon-

centruli, horizontaluri da konglomeratuli.

koncentruli diversifikaciis dros sawarmoebi Tavi-

anT sasaqonlo nomenklaturas avseben saqonliT, romelic

maT saqonels hgavs teqnikuri da marketinguli Tvalsazri-

siT. am saqonliT sawarmos saSualeba eZleva moizidos axali

momxmareblebi.

horizontaluri diversifikaciis dros sasaqonlo no-

menklatura ivseba saqonliT, romelic arafriT ar hgavs ar-

sebul saqonels, magram mosalodnelia am saqonliT sawarmos

momxmareblebis daintereseba.

konglomeratuli diversifikacia iTvaliswinebs iseTi

saqonlis warmoebas an realizacias, romelic arc teqnolo-

giiT da arc momxmarebelTa bazrebiT ar hgavs sawarmos saqo-

nels. konglomeratuli diversifikacia Zalian sariskoa. ad-

vilad SesaZlebelia sawarmom sworad ver airCios saqoneli

an saqmianobis axali saxe, ramac, bunebrivia, mas SeiZleba di-

di zarali moutanos da gaakotros kidec.

82

4.2. biznes-gegma da misi kavSiri marketingTan

sawarmos ganviTarebis perspeqtivebs kompleqsurad

afaseben biznes-gegmaSi, romelsac adgenen drois garkveuli

periodisTvis dasaxuli miznis (an miznebis) misaRwevad. sa-

warmo biznes-gegmaSi ayalibebs mTel rig amocanebs, romel-

Ta SesrulebiTac miiRweva dasaxuli mizani. Tu sawarmo biz-

nes-gegmas daamuSavebs saTanado doneze, is SeZlebs investi-

ciebis da sakredito resursebis mozidvas, rac gauadvilebs

dasaxuli miznis miRwevas. biznes-gegmas amuSaveben TviTon

sawarmoebi an maTi SekveTiT saTanado anazRaurebis safuZ-

velze konsaltinguri organizaciebi.

biznes-gegmis oficialuri savaldebulo struqtura ar ar-

sebobs, magram specialistebi praqtikosebs amasTan dakavSi-

rebiT gansazRvrul rekomendaciebs aZleven (ix. nax. 4.2). yve-

laze ufro xSirad biznes-gegmis sarekomendacio struqtu-

raSi Sedis Semdeg qvedanayofebi: satitulo furceli; Sesa-

vali nawili; dargSi Seqmnili mdgomareobis analizi; proeq-

tis arsi; marketingis gegma; sawarmoo gegma; saorganizacio

gegma; riskebis Sefaseba; safinanso gegma; danarTebi. Tumca

aRniSnul qvedanayofebs sxvadasxva sawarmos biznes-gegmaSi

SesaZlebelia gansxvavebuli saxelwodeba hqondeT.

satitulo furcelSi mocemulia sawarmos sruli dasa-

xeleba, misi misamarTi, proeqtis arsi da Rirebuleba, proeq-

tis gansaxorcieleblad saWiro saxsrebis moculoba da maTi

miRebis wyaroebi.

Sesaval nawilSi satitulo furcelTan SedarebiT uf-

ro dawvrilebiT aris daxasiaTebuli sawarmos saqmianobis

mimarTulebebi, produqti an momsaxureba, moTxovnis arse-

buli mdgomareoba da mosalodneli cvlilebebi, proeqtis

perspeqtiuloba, proeqtis gansaxorcieleblad saWiro in-

vesticiebis moculoba da maTi gamoyenebis sferoebi, proeq-

tis momzadebis vada.

qvedanayofSi — dargSi Seqmnili mdgomareobis analizi-

daxasiaTebulia gayidvis dinamika, faswarmoqmnis tendencie-

bi, konkurentebi, momxmareblebi, produqtis axali saxeebi,

cvlilebebi teqnologiaSi, ekologiuri sakiTxebi, momxma-

rebelTa uflebebis dacvis mdgomareoba, sabazro SesaZleb-

lobebi.

83

a

satitulo furceli

m

Sesavali nawili

geg dargSi Seqmnili

mdgomareobis analizi

-

proeqtis arsi

s marketingis gegma

e

sawarmoo gegma

n saorganizacio gegma

z riskebis gegma

i safinanso gegma

b danarTebi

nax. 4.2. biznes-gegmis sarekomendacio struqtura

proeqtis ZiriTadi idea mocemulia qvedanayofSi- pro-

eqtis arsi. konkretulad am nawilSi gadmocemulia sawarmos

ZiriTadi miznebi da maTi miRwevisTvis saWiro pirobebi,

produqtis daxasiaTeba teqnikuri TvalsazrisiT, proeqtis

sarealizaciod mzadyofnis mdgomareoba, sawarmos adgil-

mdebareoba, proeqtis saerTo Rirebuleba.

sawarmoo gegmaSi mocemuli unda iyos sawarmoo sim-

Zlavreebze saerTo moTxovnileba da struqtura, maTi mo-

dernizaciis aucilebloba, axali simZlavreebis amoqmedebis

vadebi, kapitaldabandebaTa moculoba, teqnologiuri pro-

cesi, konkretuli partniorebi da maTTan TanamSromlobis

84

pirobebi; mowyobilobebi da maTi SesaZlo mimwodeblebi, Se-

Zenis xarjebi, sawarmoo farTobi da misi gazrdis SesaZleb-

lobebi, nedleulze moTxovnileba da misi SesaZlo mimwo-

deblebi, maTTan kontraqtis arseboba, mimwodeblebis sabo-

loo SerCevis dasabuTeba, produqtis TviTRirebuleba.

saorganizacio ganyofilebaSi unda daxasiaTdes sawar-

mos organizaciul-samarTlebrivi forma (SezRuduli pasu-

xismgeblobis sazogadoeba, saaqcio sazogadoeba), sakuTre-

bis forma (sawarmo sazRvargareTuli kapitalis monawileo-

biT), marTvis organizaciuli struqtura, menejerebis biog-

rafia, gamocdileba, movaleobebi, sakadro politika, Sro-

mis anazRaurebis mdgomareoba da a. S.

riskebis Sefasebis qvedanayofSi Camoyalibdeba is SesaZ-

lo problemebi, romelTac SeiZleba Seejaxos sawarmo moce-

muli konkretuli proeqtis realizaciis procesSi, agreTve,

sawarmos susti mxareebi, romelTa gamoc SeiZleba aRmoCndes

is problemebis winaSe. problemebis mizezi konkurentebTan

urTierTobaSi SeiZleba iyos samarTlebrivi normebis cvli-

leba, fors-maJoruli movlenebi, politikuri eqscesebi da a.

S. biznes-gegmis am nawilSi unda ganisazRvros araxelsayreli

faqtorebis arsebobis SemTxvevisTvis gasatarebeli RonisZi-

ebebi, axali teqnologiebis danergvis perspeqtivebi, arsebu-

li strategiebis alternatiuli strategiebi.

safinanso qvedanayofi Semosavlebisa da gasavlebis

krebsiTi balansia, romlis safuZvlzec ganisazRvreba sa-

warmos momgebianoba. biznes-gegmis am nawilSi unda ganisaz-

Rvros, agreTve, sawarmosTvis saWiro investiciebis mocu-

loba, dafinansebis wyaroebi da valuta, saxsrebis mozidvis

pirobebi.

biznes-gegmis erT-erTi mniSvnelovani qvedanayofia

marketingis gegma, romelSic bazris kompleqsuri gamokvle-

vis, faswarmoqmnis, saqonelmoZraobis, gasaRebis stimuli-

rebisa da reklamirebis sferoebSi Casatarebuli samuSaoe-

bia daxasiaTebuli. mniSvnelovani adgili aqvs daTmobili sa-

zogadoebasTan urTierTobis mimarTulebiT gasatarebel

RonisZiebebsac. nebismier SemTxvevaSi marketinguli poli-

tika saTanadod unda dasabuTdes. kargi iqneba Tu sawarmos

politikis dasabuTebas konkurenti firmebis saqmianobis Se-

degebTan Sedarebis Sedegebi daedeba safuZvlad. magaliTad,

fasis SemTxvevaSi, biznes-gegmaSi naCvenebi unda iyos Tu

85

produqtis romelma parametrebma ganapiroba SedarebiT ma-

Rali an dabali fasis daweseba.

marketingis wamyvani sazRvargareTeli specialistebis

SexedulebiT marketingis gegmas unda hqondes Semdegi saxe:

cxrili 4.2. marketingis gegma1

ganyofileba daxasiaTeba

reziume gegmis Sinaarsis mokle mimoxilva

mis arsSi xelmZRvanelobis swrafad

garkvevisTvis

bazris mimdinare

mdgomareoba

monacemebi bazarze, saqonelze,

konkurentebze da ganawilebis

arxebze (marketingauditis

monacemebis mixedviT)

Swot-analizi konkurentebis Zlieri da susti

mxareebis, agreTve, im ZiriTadi

SesaZleblobebisa da saSiSroebebis

daxasiaTeba, romlebTanac kompanias

eqneba Sexeba

amocanebi da problemebi firmis amocanebi gayidvis, bazris

wilis da mogebis gazrdis

sferoebSi, agreTve, problemebze,

romelTac SeuZliaT gavlena

moaxdinon maTi gegmebis Sesrulebaze

marketingis strategia saerTo marketinguli midgoma,

romlis safuZvelzec varaudoben

dasaxuli amocanebis Sesrulebas

moqmedebaTa programa monacemebi imis Sesaxeb Tu rogori

nabijebi unda gadaidgas, vis mier,

rodis da rogori iqneba maTi

Rirebuleba

biujeti Semosavlebis da gasavlebis

orientirebuli analizi, romlis

safuZvelzec ganisazRvreba

finansuri maCveneblebi

kontroli gegmebis Sesrulebis

gamakontrolebeli RonisZiebebi

1 wyaro: wignidan: Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж. Основы

маркетинга. Dasax. Wigni. Gv. 118.

86

marketingis gegma unda daiwyos sakvanZo sakiTxebis

mokle mimoxilviT, rac reziumes saxiT Camoyalibdeba. geg-

mis am nawilis daniSnulebaa umaRlesi donis menejerebis

operatiulad garkveva ZiriTad marketingul miznebsa da re-

komendaciebSi.

ganyofilebaSi- bazris mimdinare mdgomareoba- unda

daxasiaTdes miznobrivi bazari da sawarmos pozicia am ba-

zarze. konkretulad, gegmis am nawilSi mocemulia informa-

cia bazarze, saqonelze, konkurentebze, saqonelmoZraobis

arxebze. es informacia miiReba sawarmos Siga da gare gare-

mos, misi miznebisa da strategiebis, misi funqcionirebis me-

qanizmis Seswavlis gziT. biznes-gegmis Semdgenlebma baza-

ris tevadoba unda daaxasiaTon rogorc mTlianad, ise Ziri-

Tadi segmentebis mixedviT. amasTan erTad maT unda ganixi-

lon momxmarebelTa moTxovnilebebi da is ZiriTadi faqto-

rebi, romlebmac sagegmo periodSi SesaZlebelia imoqmedon

maTze da amis Sesabamisad yidvis procesze. saqoneli unda

daaxasiaTon asortimentul WrilSi gayidvis donis, fasebisa

da momgebianobis mixedviT. am ganyofilebaSi mocemuli unda

iyos konkurentebis CamonaTvali, maT mier saqonlis xarisxis

uzrunvelyofis, faswarmoqmnis, saqonelmoZraobisa da po-

zicionirebis procesSi gamoyenebuli strategiebi. saqo-

nelmoZraobis arxebis daxasiaTebisas yuradReba unda gaa-

maxvilon ZiriTad tendenciebsa da ukanasknel periodSi mom-

xdar mniSvnelovan cvlilebebze.

ganyofileba — Swot — analizi — emyareba bazris mimdi-

nare mdgomareobis Seswavlis Sedegebs. maTze dayrdnobiT

mokled axasiaTeben sawarmos Zlier da sust mxareebs konku-

rentebTan SedarebiT da gansazRvraven warmatebis misaRwe-

vad saWiro ZiriTad Zalebs. am ganyofilebaSive ganixilaven

da afaseben im ZiriTad safrTxeebsa da SesaZleblobebs, ro-

melTa winaSec sawarmo SesaZlebelia aRmoCndes sagegmo pe-

riodSi.

gegmis Semdegi ganyofileba- amocanebi da problemebi-

muSavdeba sawarmos Zlieri da susti mxareebis, mosalodne-

li safrTxeebisa da SesaZleblobebis gansazRvris safuZ-

velze. rogorc wesi, jer adgenen mizans, Semdeg mis misaRwe-

vad saWiro amocanebs da im problemebs, romelTac SeuZliaT

miznis realobad gadaqcevis procesis Seferxeba.

87

ganyofilebaSi-marketinguli strategia—mocemuli

iyos miznis misaRwevad saWiro marketinguli RonisZiebebis

CamonaTvali. am ganyofilebaSi naCvenebi unda iyos, Tu ro-

gor gamoiyenebs sawarmo Tavis upiratesobebs miznobriv ba-

zarze saqonlis gayidvis uzrunvelsayofad. aucilebelia

bazris miznobrivi segmentebis dawvrilebiTi aRwera da yo-

veli miznobrivi segmentisTvis marketinguli strategiis

damuSaveba.

ganyofilebaSi — moqmedebaTa programa- marketinguli

strategia iRebs konkretuli samoqmedo gegmis saxes. marke-

tinguli gegmis am nawilma pasuxi unda gasces Semdeg kiT-

xvebs: ra unda gakeTdes? rodis unda gakeTdes? vin unda gaa-

keTos? ra daujdeba amis gakeTeba sawarmos?

biujetis saSemosavlo nawilSi mocemulia gayidvis mo-

culobis prognozuli maCvenebeli da saSualo fasebi saqo-

nelze, sagasavlo nawilSi ki danaxarjebi produqtis warmoe-

baze, ganawilebasa da marketingze. sxvaoba aris mogebis

prognozuli maCvenebeli. biujeti unda daamtkicos umaR-

lesma xelmZRvanelobam. damtkicebuli biujetis safuZvel-

ze sawarmom unda Seadginos nedleulisa da masalebis Ses-

yidvis, marketinguli RonisZiebebis Catarebis gegmebi, unda

gansazRvros saStato erTeulebi.

gegmis Sesrulebis uzrunvelyofaSi didi roli kon-

trolis ganyofilebas akisria. sawarmom unda gaakontrolos

dasaxuli mizani (an miznebi) da misgan gamomdinare amocane-

bi da biujetis aTvisebis mdgomareoba yovelTviurad an yo-

velkvartalurad. es SesaZleblobas miscems xelmZRvanelo-

bas mudmivad flobdes informacias sawarmoSi Seqmnil mdgo-

mareobaze, rac problemebs droulad aacilebs Tavidan.

biznes-gegma aucilebelad unda iyos qvedanayofebis

organuli erTianoba da ara maTi meqanikuri nakrebi. mxolod

aseTi midgomiT gaxdeba SesaZlebeli dasaxuli miznis (an

miznebis) droulad miRweva.

4.3. marketingis kontroli da misi saxeebi

marketingis kontrolis aucileblobas ganapirobebs

is moulodnelobebi, romelTac SeiZleba Seejaxos sawarmo

marketinguli gegmis Sesrulebis procesSi.

88

marketingis kontrolSi igulisxmeba marketingis

strategiisa da gegmis Sesrulebis mdgomareobis perioduli

Sefaseba da koreqtirebis RonisZiebebis ganxorcieleba sa-

Wiroebis SemTxvevaSi.

marketingis kontrolis aucileblobas ganapirobebs

rigi mizezebi. jer erTi, cvalebadi sabazro situaciebisa da

katastrofebis gamo, SeuZlebelia Seiqmnas iseTi marketin-

guli gegma, romelSic yvela mosalodneli cvlileba iqneba

gaTvaliswinebuli. amis gamo, cxadia, saWiro xdeba gegmebis

periodulad gadamowmeba da dazusteba. meore, mxolod daS-

vebuli Secdomis droulad gamovlenis SemTxvevaSia SesaZ-

lebeli araxelsayreli Sedegebis Tavidan acileba, rac, Ta-

vis mxriv, miiRweva strategiisa da gegmebis Sesrulebis Se-

degebis Semowmebis gziT.

kontrolis mizani saerTod, da maT Soris marketingis

kontrolis mizanic, ar unda iqnes dayvanili strategiebidan

da gegmebidan gadaxris dafiqsirebaze. marketingis kontro-

lis mizania krizisuli situaciebis Tavidan acileba da da-

saxuli miznis (an miznebis) miRweva.

marketingis kontroli xorcieldeba ramdenime etapad.

Tavdapirvelad ganisazRvreba marketinguli kontrolis mi-

zani, e. i. adgenen, Tu ris miRweva surT kontrolis gziT. Sem-

deg raodenobrivad afaseben winaswar dadgenili da faqtob-

rivi maCveneblebis Sedarebis gziT strategiebisa da gegme-

bis Sesrulebis mdgomareobas. momdevno etapze arkveven, Tu

ra aris Seqmnili mdgomareobis mizezi. bolos iReben gadaw-

yvetilebas strategebisa da gegmebis koreqtirebis Sesaxeb,

Tu es saWiro iqneba.

kontrolis sistemis efeqtianobisa da dasaxuli mizne-

bis miRwevis uzrunvelsayofad saWiroa, rom is akmayofileb-

des Semdeg ZiriTad moTxovnebs: hqondes strategiuli mi-

marTuleba, Catardes droulad, iyos martivi da ekonomiu-

ri.

marketingis kontrolis strategiuli mimarTuleba

gulisxmobs ara yvela, aramed mxolod strategiuli mniSvne-

lobis mqone, maCveneblebis Semowmebas. cxadia, Tu sawarmos

saqmianobis yvela maCvenebeli da mis winaSe mdgomi yvela

amocana Semowmdeba, Tanac xSirad, kontroli xels ki ar Se-

uwyobs sawarmos muSaobaSi, piriqiT, Seaferxebs mis saqmiano-

bas.

89

daSvebuli Secdomebis droulad gamovlena da swrafi

reagireba maTze krizixuli situaciebis Tavidan acilebis

aucilebeli pirobaa.

kontrolis sistemis simartive uadvilebs kontroliT

dakavebul adamianebs mis arsSi safuZvlianad garkvevas, Se-

sabamisad advildeba Semowmeba da gamovlenili gadaxrebis

aRmofxvrisTvis RonisZiebebis SemuSaveba.

marketingis kontrolis sistemis ekonomiurioba gani-

sazRvreba kontrolze gaweuli danaxarjebis SedarebiT sa-

qonlis gayidvis moculobisa da miRebuli mogebis sidideeb-

Tan. cxadia, danaxarjebis zrdis maCveneblebi unda CamorCe-

bodes realizaciis moculobisa da mogebis zrdis maCveneb-

lebs.

praqtikaSi marketingis kontrols aqvs operatiuli da

strategiuli xasiaTi.

operatiuli kontroli moicavs wliuri gegmebis Ses-

rulebis kontrols da momgebianobis kontrols. wliuri

gegmebis Sesrulebis kontrolis dros mimdinare saqmiano-

bis Sedegebs udareben wliuri gegmebis maCveneblebs da saWi-

roebis SemTxvevaSi axdenen gegmebis koreqtirebas. momgebia-

nobis kontroli xorcieldeba mTlianad sawarmos, agreTve,

calkeuli saqonlis, regionis, bazris, gasaRebis arxis mi-

xedviT.

strategiuli kontroli iTvaliswinebs ZiriTadi mar-

ketinguli strategiebis Sedarebas maTi Sesrulebis SesaZ-

leblobebTan. strategiuli kontroli xorcieldeba marke-

ting-auditis gziT, romelic iTvaliswinebs marketingis yve-

la ZiriTadi sferos da ara mxolod problemuris Semowme-

bas.wliuri gegmebis Sesrulebis kontroli ganxiluli unda

iqnes rogorc procesi (ix. nax. 4.3.), romelic Sedgeba erTma-

neTTan logikurad

dakavSirebuli oTxi etapisgan: gasakontrolebeli maCveneb-

lebis gansazRvra, mimdinare saqmianobis Sedegebis gazomva,

mimdinare saqmianobis Sedegebis analizi, gegmebis koreqti-

reba saWiroebis SemTxvevaSi.

wliuri gegmebis Sesrulebis kontrolis mizania umaR-

lesi da saSualo donis xelmZRvanelobis darwmuneba dasaxu-

li gegmebis miRwevis SesaZleblobaSi. am dros ikvleven sa-

qonlis realizaciis SesaZleblobebs, bazris wils, marke-

tingze danaxarjebsa da gasaRebis moculobas Soris Tana-

90

fardobas, momxmareblebTan urTierTobis mdgomareobas. ga-

mokvlevis Sedegebis mixedviT xorcieldeba gegmebis koreq-

tireba.

bazris SesaZleblobebis analizis dros adgenen faqti-

uri realizaciis maCveneblebs da aanalizeben maT dagegmil-

Tan mimarTebaSi. imavdroulad analizi tardeba calkeuli

saqonlis, regionis, gasaRebis arxebis mixedviT. mxolod re-

alizaciis amsaxveli maCveneblebiT ar SeiZleba sawarmos

saqminobis srulyofilad daxasiaTeba konkurentebTan Seda-

rebiT, radgan realizaciis moculoba SeiZleba gaizardos

saerTo- ekonomiuri pirobebis gaumjobesebiTac. saWiroa

bazris wilis sistematurad Semowmeba.

bazris wilis zrda maCvenebelia imisa, rom misi mdgoma-

reoba bazarze konkurentebTan SedarebiT myaria, Semcireba

ki sapirispiro mdgomareobaze miuTiTebs da moiTxovs sawar-

mos mier saswrafo RonisZiebebis gatarebas.

gasakontrolebeli

maCveneblis dadgena

mimdinare saqmianobis

Sedegebis gazomva

mimdinare saqmianobis

Sedegebis analizi

gegmebisa da dasaxurli

RonisZiebebis koreqtireba

nax. 4.3. wliuri gegmebis Sesrulebis

kontrolis procesi

91

wliuri gegmebis kontrolis procesSi aucileblad un-

da Seudardes erTmaneTs marketingze danaxarjebi da saqon-

lis gasaRebis moculobis maCvenebelebi. ar unda iqnes daS-

vebuli gasaRebis dasaxuli moculobis misaRwevad Zalian

didi marketinguli xarjebis gaweva. aman SeiZleba sawarmo

gakotrebamdec miiyvanos.

wliuri gegmebis Sesrulebis kontrolis dros metad

mniSvnelovania momxmareblebTan urTierTobis mdgomareo-

bis Semowmeba, radgan kmayofili momxmarebeli sawarmos

efeqtianad muSaobis aucilebeli pirobaa. momxmareblebTan

urTierTobas swavloben maTi saCivrebisa da winadadebebis

ganxilviT, anketuri da paneluri gamokiTxvis CatarebiT.

momgebianobis kontroli xorcieldeba wliuri gegme-

bis kontrolTan erTad. xSirad, sawarmos saqmianobis speci-

fikidan gamomdinare, momdgbianobis kontroli mimdinare-

obs calkeuli saqonlis, regionis, bazris segmentis, saqo-

nelmoZraobis arxis mixedviT. aseTi midgomiT sawarmos sa-

Sualeba eZleva ama Tu im regionSi, segmentze, saqonelze, sa-

qonelmoZraobis arxSi gazardos, Sekvecos an igive doneze

datovos saqonlis gasaRebis moculoba.

momgebianobis kontrolis dros, pirvel rigSi, adgenen

xarjebs saqmianobis saxeebis mixedviT, Semdeg gansazRvraven

sarjebis mTlian sidides, bolos ki Semosavlebis da xarje-

bis Sedarebis gziT rogorc mTlianad sawarmos, ise saqmiano-

bis calkeuli sferos mixedviT angariSoben mogebas.

sawarmos marketinguli garemos, misi miznebisa da amo-

canebis, strategiebisa da mimdinare saqmianobis yovlismom-

cvel, sistematur da miukerZoebel Semowmebas, moulodneli

problemebis da SesaZleblobebis droulad gamosavlenad da

rekomendaciebis SesamuSaveblad maTi Tavidan acilebis an

gamoyenebs mizniT, uwodeben marketing-audits.

marketing-auditi an marketingis revizia xorcieldeba

an sawarmos sakuTari sarevizio samsaxuris an specializebu-

li organizaciebis mier saTanado anazRaurebis safuZvelze.

marketing-auditis orive gza axasiaTebs rogorc dadebiTi,

ise uaryofiTi mxareebi. sawarmos sarevizio samsaxuris mier

Catarebuli revizia iafi ujdeba, magram muSakTa mcire ric-

xovnebis gamo ar xerxdeba kompleqsuri reviziis Catareba.

amasTan, garemos SeCveul revizorebs uWirT miukerZoebeli

Sefaseba, radgan maTTvis Znelia SeCveul garemoSi naklova-

92

nebaTa danaxva. specializebuli samsaxuris mier Catarebuli

revizia sawarmos Zviri ujdeba, samagierod, `ucxo Tvali~

ukeTesad xedavs naklovan mxareebs, rac saqmianobis ukeTe-

sad warmarTvis SesaZleblobebs mkveTrad afarToebs.

marketingis revizia, f. kotleris azriT, unda Catar-

des Semdegi gegmiT:

4.4. marketingis sarevizio gegma

nawili I. marketinguli garemos revizia

makrogaremo

a) demografiuli faqtorebi

1) romeli ZiriTadi demografiuli movlenebi da

tendenciebi warmoadgenen firmisTvis mosa-

lodnel saSiSroebebs an SesaZleblobebs?

2) ra RonisZiebebi dasaxa firmam am movlenebis da

tendenciebis sapasuxod?

b) ekonomikuri faqtorebi

1) Semosavlebis, fasebis, saSualebebis ekonomiis

da dakreditebis sferoebSi romeli ZiriTadi

movlenebi zemoqmedebs firmis saqmianobaze?

2) ra RonisZiebebs dasaxavs firma am movlenebisa

da RonisZiebebis sapasuxod?

g) bunebrivi faqtorebi

1) rogoria prognozebi firmisTvis aucilebeli

bunebrivi resursebisa da energiis Rirebuleba-

sa da xelmisawvdomobasTan damokidebulebiT?

2) rogori mRelvare mosazrebebi gamoiTqmis gare-

mos daWuWyianebis Tavidan acilebis saqmeSi

firmis rolze da rogor zomebs iRebs is amas-

Tan dakavSirebiT?

d) samecniero-teqnikuri faqtorebi

1) romel ZiriTad cvlilebebs ganicdis saqonlis

warmoebis teqnologia mocemul dargSi? rogo-

ri mdgomareobaa firmaSi am teqnologiebis

TvalsazrisiT?

2) romeli ZiriTadi msgavsi saqoneli SeuZlia Sec-

valos am saqonelma?

e) politikuri faqtorebi

93

1) SemoTavazebuli kanonebidan romlebs SeuZli-

aT gavlenis moxdena firmis marketingul stra-

tegiaze da taqtikur qmedebebze?

2) saerTo saxelmwifoebrivi masStabiT, Statis

doneze an adgilobriv doneze romel saqmanobas

unda vadevnoT Tvalyuri guldasmiT? garemos

daWuWyianebasTan brZolis, samuSaoze daqirave-

bisas Tanasworobis uzrunvelyofis, saqonelis

usafrTxoebis uzrunvelyofis, reklamis, fase-

bis kontrolis da a.S. sferoebSi mimdinare mov-

lenebidan ram SeiZleba imoqmedos firmis mar-

ketingul strategiaze?

v) kulturuli faqtorebi

1) rogoria sazogadoebis damokidebuleba mewar-

meobisa da firmis mier gamoSvebuli saqonli-

sadmi?

2) momxmarebelTa cxovrebis wesSi da warmodge-

nebSi, agreTve mewarmeobis sferoSi romeli

cvlilebebi exeba firmis saqmianobas?

mikrogaremo

a) bazrebi

1) ra xdeba bazrebis sididesTan, maT zrdasTan, ge-

ografiul ganawilebasTan da SemosavlianobasTan

dakavSirebiT?

2) ras warmoadgens bazris ZiriTadi segmentebi?

b) klientura

1) rogoria arsebuli da potenciuri SemkveTebis Se-

xedulebebi firmis da misi konkurentebis repu-

taciaze, SeTavazebul saqonelze da momsaxureba-

ze, savaWro aparatze da fasebze?

2) rogor iReben yidvaze gadawyvetilebas sxvadas-

xva segmentis SemkveTebi?

g) konkurentebi

1) vin arian ZiriTadi konkurentebi? rogoria maTi

amocanebi da strategiebi, Zlieri da susti mxare-

ebi, maTi bazris wilis maCveneblebi?

94

2) rogori tendenciebi imoqmedebs momavalSi konku-

renciaze da saqonlis Semcvlelebis gavrceleba-

ze?

Dd) saqonlis gavrcelebis sistema da dilerebi

1) ras warmoadgens ZiriTadi savaWro arxebi, romel-

Ta meSveobiTac saqoneli dayavT momxmareblamde?

2) rogoria sxvadasxva savaWro arxis efeqtianobis

done da zrdis potenciali?

e) mimwodeblebi

1) rogoria warmoebis saWiroebisTvis ZiriTadi re-

sursebis uwyveti momaragebis perspeqtivebi?

2) rogori tendenciebia mimwodeblebs Soris gayid-

vis organizaciis sqemebTan mimarTebaSi?

v) damxmare da marketinguli organizaciebi

1) rogoria prognozebi satransporto momsaxurebis

xelmisawvdomobisa da fasebisgan damokidebule-

biT?

2) rogoria prognozebi sasawyobo momsarurebis

xelmisawvdomobisa da fasebisgan damokidebule-

biT?

3) rogoria prognozebi dafinansebis xelmisawvdo-

mobisa da fasebisgan damokidebulebiT?

4) ramdenad efeqtianad muSaobs sareklamo saagen-

to?

z) sakontaqto auditoriebi

1) romeli sakontaqto auditoria uqmnis firmas ama

Tu im SesaZleblobebs an problemebs?

2) ra zomebs iRebs firma efeqtiani muSaobis uzrun-

velsayofad yovel calke aRebul sakontaqto

jgufTan?

nawili II. marketingis strategiis revizia

a) firmis saqminobis programa

1) mkafiod aris firmis programa orientirebu-

li sabazro saqmianobaze? realuria is?

b) marketingis amocanebi da miznebi

1) gadmocemulia Tu ara firmis da misi marketingis

amocanebi mkafiod Camoyalibebuli miznebis sa-

95

xiT, rac daexmareba xelmZRvanelobas marketingis

dagegmvaSi da miRweuli Sedegebis gazomvaSi?

2) Seesabameba Tu ara marketinguli amocanebi fir-

mis realur konkurentul mdgomareobas, mis re-

sursebs da SesaZleblobebs?

g)strategia

1) ras warmoadgens marketingis fuZemdebluri

strategia, romelic mowodebulia uzrunvelyos

dasaxuli amocanebis miRweva? dasabuTebulia Tu

ara is?

2) sakmarisia Tu ara (an Zalian bevria) gamoyofili

saSualebebi dasaxuli marketinguli amocanebis

gadasawyvetad?

3) optimalurad aris Tu ara ganawilebuli marke-

tinguli resursebi bazris segmentebis, gasaRebis

teritoriebis da saqonlis mixedviT?

4) optimalurad aris Tu ara marketinguli resurse-

bi ganawilebuli marketingis kompleqsis iseTi Zi-

riTadi Semadgenlebis mixedviT, rogoricaa sa-

qonlis xarisxi, servisi, savaWro aparati, rekla-

ma, stimulireba, ganawilebis sistema?

nawili III. marketingis samsaxurebis organizaciis revizia

a) formaluri struqtura

1) aqvs Tu ara marketingis samsaxuris xelmZRvanels

sakmarisi Zalaufleba firmis saqmianobis saz-

RvrebSi imisTvis, rom gavlena moaxdinos klien-

tebis moTxovnilebebis dakmayofilebaze.

2) optimaluria Tu ara marketinguli saqmianobis

struqturuli organizacia funqciebis, saqon-

lis, saboloo momxmareblis da teritoriebis mi-

xedviT danawilebis TvalsazrisiT?

b) funqciuri efeqtianoba

1) kargad aris Tu ara kavSiri damyarebuli da yo-

veldRiuri samuSao urTierTobebi marketingis

da gasaRebis samsaxurebs Soris?

2) efeqtianad muSaobs Tu ara sistema saqonlis

mmarTvelebis meSveobiT? SeuZliaT Tu ara saqon-

96

lis mmarTvelebs dagegmon ara marto gayidvis mo-

culoba, aramed mogebac?

3) aris Tua ara marketingis samsaxurSi specialis-

tebis jgufi, romelic saWiroebs damatebiT swav-

lebas, damatebiT motivacias, damatebiT kon-

trols an maTi saqmianobis damatebiT Sefasebas?

4) arsebobs Tu ara marketingsa da sawarmoo, samec-

niero-kvleviT, Sesyidvis an safinanso sferoebs

Soris urTierTobaSi iseTi problemebi, romle-

bic moiTxoven gansakuTrebul yuradRebas.

nawili IV. marketingis sistemebis revizia

a) marketinguli informaciis sistema

1) uzrunvelyofs Tu ara marketinguli informaci-

is Sekrebis sistema zusti, sakmaod sruli da aq-

tualuri monacemebis miRebas bazarze mimdinare

movlenebze?

2) firmis xelmZRvanelebi sakmarisi zomiT iyeneben

Tu ara marketinguli gamokvlevebis Sedegebs?

b) marketingos dagegmvis sistema

1) kargad aris mofiqrebuli da sakmaod efeqtiania

Tu ara marketingis dagegmvis sistema?

2) xarisxianad tardeba Tu ara gasaRebis prognozi-

rebis da bazris potencialis gazomvis samuSaoe-

bi?

g) marketingis kontrolis sistema

1) saTanado donezea Tu ara Cafiqrebuli marketin-

gis kontrolis sistema imisTvis, rom misi daxma-

rebiT SesaZlebeli gaxdes wliuri gegmiT gansaz-

Rvruli amocanebis Sesrulebis maCveneblebis ut-

yuarad dadgena?

2) periodulad atarebs Tu ara xelmZRvaneloba sa-

qonlis, bazrebis, gasaRebis teritoriebis dasa-

qonelmoZraobis arxebis analizs?

3) regularulad tardeba Tu ara marketinguli xar-

jebis analizi?

d) axali saqonlis damuSavebis sistema

97

1) sakmaod kargad aris Tu ara firma organizebu-

li axali saqonlis Sesaxeb ideebis Sekrebis,

generirebis da SerCevis TvalsazrisiT?

2) atarebs Tu ara firma axali saqonlis Canafiq-

ris sakmaod srul gamokvlevas, warmoebis da

gasaRebis SesaZleblobebis sakmaod srul ana-

lizs axali ideebis gansaxorcieleblad kapi-

taldabandebaTa gamoyofamde?

3) atarebs Tu ara firma sabazro pirobebSi sa-

qonlis sakmaod srul gamokvlevas da Semowme-

bas siaxlis gayidvaSi gaSvebamde?

nawili V. marketingis Sedegianobis revizia

a) momgebianobis analizi

1) rogoria firmis sxvadasxva saqonlis, misi bazre-

bis, gasaRebis teritoriebis da ganawilebis arxe-

bis momgebianoba?

2) unda mokidos Tu ara xeli firmam romelime axal

segments, unda gaafarTovos Tu unda Sekvecos

romeliRac segmenti an datovos romelime seg-

menti da rogor aisaxeba es gadawyvetileba moge-

baze moklevadian da grZelvadian gegmaSi?

b) danaxarjebis efeqtianobis analizi

1) dakavSirebulia Tu ara marketinguli saqmia-

nobis calkeuli saxeebi gadametebul danaxar-

jebTan? SeiZleba Tu ara miRebuli iqnes zome-

bi maT Sesamcireblad?

nawili VI. marketingis funqciuri Sedgenlebis revizia

a) saqoneli

1) rogori amocanebi dgas saqonlis konkretuli

asortimentuli jgufis winaSe? dasabuTebulia

Tu ara amocanebi? pasuxobs Tu ara arsebuli

asortimenti maT winaSe mdgom amocanebs?

2) moixsnas Tu ara saqoneli warmoebidan TandaTa-

nobiT?

3) aris Tu ara axali saqoneli, romliTac Rirs

asortimentis Sevseba?

98

4) mogvcems Tu ara dadebiT Sedegebs romelime sa-

qonlis xarisxis, Tvisebebis an garegani gaforme-

bis Secvla?

b) fasi

1) rogoria faswarmoqmnis amocanebi, politika,

strategia da meTodika? ra zomiT gamomdinare-

obs fasebi TviTRirebulebis, moTxovnis paramet-

rebidan da konkurentuli situaciebis Tavisebu-

rebebidan?

2) Seesabameba Tu ara klientebis azriT, firmis fa-

sebi misi miwodebis Rirebulebas?

3) efeqtianad iyenebs Tu ara firma safaso stimuli-

rebas?

g)saqonelmoZraoba

1) ras warmoadgens saqonelmoZraobis amocanebi da

strategia?

2) sakmarisad aris Tu ara bazari dakavebuli da sak-

marisi aris Tu ara SeTavazebuli servisi?

3) Rirs Tu ara dafiqrdes firma distributorebis,

savaWro agentebis da personaluri gayidvis meTo-

debis gamoyenebis masStabebis Secvlaze romeli-

mes sasargeblod?

d) reklama, gasaRebis stimulireba, sazogadoebasTan ur-

TierToba

1) rogoria firmis reklamis amocanebi? dasabuTe-

bulia Tu ara isini?

2) optimaluria Tu ara reklamis xarjebi? rogor

muSavdeba reklamis biujeti?

3) efeqtiania Tu ara sareklamo gancxadebebis Tema-

tika da teqsti?

4) sakmaod mofiqrebulad irCeven Tu ara sareklamo

saSualebebs?

5) efeqtianad sargeblobs Tu ara firma gasaRebis

stimulirebis RonisZiebebiT?

6) aqvs Tu ara firmas sazogadoebrivi azris formi-

rebis kargad mofiqrebuli programa?

e) gasaRebis samsaxuri

1) rogori amocanebi dgas firmis gasaRebis samsa-

xuris winaSe?

99

2) sakmarisia Tu ara am samsaxurSi dasaqmebulTa

raodenoba firmis winaSe mdgomi amocanebis ga-

dasawyvetad?

3) sworia Tu ara firmaSi gasaRebis samsaxuris

specializacia (gasaRebis teritoriebis, bazre-

bis, saqonlis mixedviT)?

4) flobs Tu ara gasaRebis samsaxuri maRal mora-

lur suliskveTebas, unars da gulmodginebas?

5) saTanadod aris Tu ara mofiqrebuli normebis

dadgenis da miRweuli Sedegebis Sefasebis me-

Todika?

6) rogor unda Sefasdes firmis gasaRebis samsaxu-

ri konkurentebis Sesabamis samsaxurebTan Seda-

rebiT?

100

Tavi 5. marketinguli garemo

5.1 marketinguli garemo da misi mniSvneloba

marketinguli procesis umniSvnelovanesi aspeqtia —

sabazro samyaro, romelSic firmas uwevs Tavisi saqmianobis

ganxorcieleba. es gare Zalebis (faqtorebis) zemoqmedebis

gamo gamomdinare Zalian cvalebadia. marketinguli samya-

ro moicavs faqtorebs, romlebic gavlenas axdenen marke-

tingis marTvis unarze, daamyaros da SeinarCunos warmate-

buli urTierTobebi gare samyaro (garemos ZalebTan): esenia:

momxmareblebi (myidvelebi), mimwodeblebi, marketinguli Sua-

mavlebi, konkurentebi, sakontaqto auditoria, demografiu-

li, ekonomikuri, bunebriv-klimaturi, mecnierul-teqnikuri,

politikuri da kulturuli faqtorebi. imisaTvis, rom fir-

mam (sawarmom) efeqtiani urTierTobebi daamyaros myidve-

lebTan, sawarmos sxva partniorebTan saWiroa ZiriTadi gare

faqtorebis Seswavla. maT Sesaxeb informaciis mosapoveblad

gamoiyeneba marketinguli dazvervisa da marketinguli kvle-

vis meTodebi. aseTi saxis kvlevebSi saubaria ar yvela faqtor-

ze, romlebic gavlenas axdenen sawarmos saqmianobaze, aramed

mxolod im faqtorebze romlebic uSualod dakavSirebulia

marketingTan, romlebsac f. kotleri marketingul faqto-

rebs uwodebs. es faqtorebi iyofa or did jgufad — gare da

Siga fatorebad. maTi klasifikacia SeiZleba warmodgenili

iqnes Semdegi sqemiT (nax. 5.1).

faqtorebis TiToeuli jgufi, rogorc es naxazidan

Cans iyofa orqvejgufad, Tavis mxriv iyofian konkretul

faqtorebad.

gare marketinguli faqtorebis struqturaSi f. kotle-

ri gamoyofs mikro da makro garemo faqtorebs, romlebic war-

moadgenen firmis mier kontrolirebad faqtorebs da Sesabami-

sad midgomebi maT mimarT unda iyos erTnairi. diax es asea, mag-

ram ara savsebiT, ramdenadac Sinaarsobrivad isini sruliad

gansxvavdebian, rac imas miSnavs, rom maT Sesaxeb monacemebis

Segrovebisa da damuSavebisadmi midgomebi SesaZlebelia arse-

biTad gansxvavdebodnen da gansxvavdebian kidec. raSi mdgoma-

reobs es gansxvavebebi? makrogaremos faqtorebi warmoiSveba

101

nax

. 5.1

mar

ke

ti

ng

is

faq

to

re

bi

s k

las

if

ik

aci

a

102

bunebisa da sazogadoebis wiaRSi. maT, raTqma unda gaaCniaT da-

mokidebuleba biznesTan, magram mniSvnelovan wilad es damoki-

debuleba ar atarebs pirdapir xasiaTs (gamonakliss warmoad-

gens iseTi faqtorebi, romlebic dakavSirebulia gadasaxadeb-

Tan, biznes-saqmianobis mareglamentebel kanonebTan). mikro

garemos faqtorebi miuxedavad imisa, rom isinic warmoadgenen

gare marketingul da arakontrolirebad faqtorebs, pirdapir

ar arian dakavSirebuli biznesTan. rogorc biznesis praqti-

ka aCvenebs mikro garemos faqtorebze nebismier firmas

SeuZla moaxdinos gansazRvruli zemoqmedeba, makro gare-

mos faqtorebze ki — ara. firmas SeuZlia makro garemos faq-

torebis mxolod Secnoba da gaTvaliswineba Tavis saqmiano-

baSi. gamomdinare aqedan makro da mikro garemos faqtorebi

— es faqtorebis sruliad gansxvavebuli jgufebia romelTa

Sesaswavlad gansxvavebuli midgomebi unda iyos gamoyenebu-

li.

maSasadame, sawarmos (firmis) marketinguli garemo

iyofa mikro da makro marketingul garemod.

5.2. firmis mikro marketinguli garemo

firmis Siga marketinguli faqtorebi: saqoneli. fasi,

gayidvis adgili, gasaRebis stimulireba — warmoadgenen

firmis kontrolirebad faqtorebs da gaaCniaT pirdapiri da

uSualo damokidebuleba marketingTan. literaturaSi faq-

torTa aRniSnuli jgufi iwodeba sxvadasxvagvarad. neil

bordenma, harvardis universitetis profesorma, am oTx faq-

tors marketingis miqsi uwoda (marketing mix). misi azriT,

sxvadasxva situaciebSi, romlebic warmoiSveba konkuren-

tul garemoSi, firmis moqmedebebi (finansuri, SromiTi da

sxva resursebi) mimarTuli unda iyos marketingis miqsis

erT, or, an met Semadgenelze, maTi proporciuli Serwyma un-

da moxdes, rogorc erTiani mTelis, konkretuli situacii-

sagan damokidebulebiT. mogvianebiT marketingis faqtorTa

am jgufs uwodes ,,4P”, (produckt — produqti, price — fasi, plece - gayidvis adgili, promoution — gasaRebis stimulireba). ro-

gorc aRiniSna (Tavi 3.1.), agreTve mas marketingis kompleq-

ssac uwodeben.

103

yvela saxelwodeba, romlebic exeba marketingis oTx

Siga faqtors, kargad asaxaven cnebis TviT Sinaarss. yvela

erTnairad zustad axasiaTebs saqmis arss.

farTod gavrcelebul ,,4P” koncefcias zogjer umate-

ben sxva Siga faqtorebsac, romlebic aseve inglisur enaze

iwyebian aso ,,P”-Ti. (personnel — personali, process — procesi,

physical environment — fizikuri garemo). aRniSnuli faqtorebi

ar arian ise pirdapir dakavSirebuli marketingTan, rogorc

,,4P”-is faqtorebi, amitomac isini mikuTvnebulia menejmen-

tis Siga faqtorebs. marketingis faqtorebs isini warmoad-

genen mxolod momsaxurebis gawevaze orientirebuli sawar-

moebisaTvis, (magaliTad, turistuli biznesi) radganac mom-

saxurebebi moixmareba warmoebis procesSi, ar SeiZleba maTi

Senaxva, dagroveba da a.S. gansxvavebiT saqonlisagan, romel-

sac gaaCnia nivTobrivi forma.

marketingis mikro garemos faqtorebis struqturaSi

f. kotleri aerTianebs sabazro urTierTobis Semdeg monawi-

leebs:

• momxmareblebi (myidvelebi);

• mimwodeblebi;

• marketinguli Suamavlebi;

• konkurentebi;

• sakontaqto auditoria.

marketinguli saqmianobis warmatebiT ganxorcielebi-

saTvis saWiroa urTierTobebis Camoyalibeba firmis funqci-

ur qvadanayofebsa da mis partniorebs Soris: momxmarebleb-

Tan, mimwodeblebTan, marketingis SuamavlebTan, mravalfe-

rovan sazogadoebasTan, konkurentebTan, romlebic erTob-

liobaSi qmnian firmis mikro marketingul garemos.

firmis funqciuri qvedanayofebis movaleobaa mar-

ketinguli programis Sedgenisas firmaSi moqmed yvela saxis

samsaxurTan (safinanso, kvlevisa da ganviTarebis, Sesyidve-

bis, warmoebis, buRalteriis, kadrebis) umaRlesi donis xel-

mZRvanelobis CaTvliT TanamSromloba. menejmentis umaR-

lesi rgoli gansazRvravs firmis misias, mis miznebs, strate-

giebsa da firmis politikas. marketingis menejerebi gadaw-

yvetilebebs iReben im strategiebisa da gegmebis farglebSi,

romlebsac umaRlesi xelmZRvaneloba adgens, aseve isini

mWidrod muSaoben firmis funqciur qvedanayofebTan. finan-

104

sebis ganyofileba asrulebs fondebis mozidvasa da gamoye-

nebas marketinguli gegmis gansaxorcieleblad; kvlevisa da

ganviTarebis ganyofileba usafrTxo da mimzidveli produq-

tebis Seqmnaze amaxvilebs yuradRebas; Sesyidvebis samsaxuri

momarages da im nedleulze Tu masalebze agebs pasuxs, rome-

lic sasurveli xarisxisa da saWiro raodenobis produqtis

misaRebad aris saWiro; buRalteriam ki Semosavali da xarje-

bi unda aRricxos. firmis yvela funqciuri qvedanayofi, er-

Toblivad, did zegavlenas axdens marketingul gegmebsa da

qmedebebze. marketinguli koncefciis Tanaxmad maT, yvelam

erTad harmoniulad unda imuSaon raTa uzrunvelyon mom-

xmarebelTa moTxovnis maqsimaluri dakmayofileba.

nax. 5.2. firmis marketinguli garemo

momxmareblebi (myidvelebi) firmis Siga marketingul

garemoze moqmedi ZiriTadi faqtoria. momxmareblebi yvela-

ze mniSvnelovani subieqtia, swored isini wyveten Tu romeli

saqoneli inda awarmoos sawarmom, ra raodenobiT da ra fas-

Si. marketinguli kvlevebis ganxorcielebisas pirvel rigSi

swored momxmareblebze unda iqnes yuradReba gamaxvilebu-

li. Tu SeTavazebuli saqonlisadmi momxmarebeli aRmoCnde-

ba gulgrili, maSin mimwodeblebi, Suamavlebi da sxvebi SeiZ-

105

leba aRmoCndnen zedmetni marketingil RonisZiebaTa siste-

maSi da sawarmosTan urTierTdamokidebulebaSi.

momxmareblebs ganasxvaveben bazris tipebidan gamom-

dinare:

• samomxmareblo bazari (individualuri pirebi da

ojaxebi, romlebic produqts (momsaxurebas) pira-

di moxmarebisaTvis iZenen);

• biznes bazrebi (saqonlis warmoebis procesSi gamo-

yenebis mizniT Semsyidveli organizaciebi);

• SuamavalTa (gadamyidvelTa) bazari (produqtsa da

momsaxurebas yidulobs Semdgomi gayidvis mizniT,

mogebis misaRebad);

• samTavrobo bazari (saxelmwifo organizaciebi,

romlebic saqonels yiduloben komunaluri momsa-

xurebis sferoSi gamosayeneblad da qvelmoqmedebi-

saTvis);

• saerTaSoriso bazari (misi subieqtebia: sxva qveyneb-

Si arsebuli myidvelebi, biznesmenebi, Suamavlebi da

mTavrobebi).

marketingulma samsaxurma Tavisi interesebidan gamom-

dinare unda gamoikvlios sxvadasxva tipis momxmareblis

moTxovnebi da Seusabamos maT saqmianobis Sedegebi. sawarmos

saqmianoba mxolod im SemTxvevaSi iqneba momgebiani, Tu daeq-

vemdebara momxmarebelTa interesebs.

mimwodeblebs miekuTvnebian fizikuri da iuridiuli

pirebi, romlebic mocemul firmas amarageben materialuri,

finansuri da adamianiseuli resursebiT, e.i. firmas saqon-

lis (momsaxurebis) warmoebisaTvis saWiro resursebiT uz-

runvelyofen. marketingis menejerma sistematiurad Tval-

yuri unda adevnos mimwodeblebis SesaZleblobebs. resurse-

bis miwodebis simcirem, araperiodulobam, an sxva movleneb-

ma SesaZloa gamoiwvios Seferxebebi produqtis (momsaxure-

bis) warmoebasa da realizaciaSi. aseve, yuradReba unda ga-

maxvildes warmoebis procesSi gamoyenebuli nedleulisa Tu

nawarmis faswarmoqmnis tendenciebze, raTa momaragebis

mzrdma xarjebma SesaZloa gamoiwvios warmoebuli produq-

ciis fasis zrda, rac Tavis mxriv, uaryofiTad imoqmedebs

firmis gayidvebze. amitom mimwodeblebTan kargi partnio-

106

ruli TanamSromloba utyuari garantiaa firmis warmatebu-

li funqcionirebisaTvis.

marketingul Suamavlebs miekuTvnebian sawarmoebi da

fizikuri pirebi, romlebic exmarebian mocemul firmas ba-

zarze saqonlis win wawevasa, gasaRebasa da saboloo momxmareb-

lebs Soris saqonlis gavrcelebaSi. maT miekuTvnebaT: vaWari-

Suamavlebi, marketinguli momsaxurebis saagentoebi da fi-

nansuri Suamavlebi (safinanso-sakredito dawesebulebebi).

vaWari-Suamavlebi (gadamyidvelebi) warmoadgenen saqo-

nelmoZraobis procesis mniSvnelovan rgols, romlebic fir-

mas myidvelebis moZiebaSi an maTTvis produqtis miyidvaSi

exmarebian. maT miekuTvneba: biTumad da calobiT movaWree-

bi, agentebi, brokerebi, komivoiaJorebi, konsignantebi, dis-

tributorebi. maTi klasifikacia xdeba Semdegi niSniT:

• visi saxeliT yidian saqonels Suamavlebi;

• vis xarjze yidis saqonels Suamavali.

Tu firma-Suamavali vaWrobas eweva Tavisi saxeliTa da

sakuTari xarjiT da gayidul saqonelze mTlianad iRebs pa-

suxismgeblobas, aseT firmebs savaWro saxlebs (savaWro

firmebs) uwodeben.

Tu firma—Suamavali vaWrobas eweva Tavis saxeliT da

saqonels yidis mesakuTris xarjze, mas uwodeben komisio-

ners. saqonlis mesakuTre, abarebs firma komisioners saqo-

nels gasayidad, risTvisac komisioneri iRebs sakomisio ga-

samrjelos. iaponiaSi sakomisio gasamrjelo saqonlis Rire-

bulebis 0,5—1,5%-ia, aSS-Si — 1,5-dan 2,5%-mde, evropaSi gari-

gebis Rirebulebidan saSualod 2,5-dan — 4%-mde.

Tu firma-Suamavali vaWrobas eweva saqonlis mesakuT-

ris saxeliTa da xarjebiT, maSin aseTi firma-Suamavali iwo-

deba agentad an dilerad. aseT SemTxvevaSi garigebis mxare-

ebs warmoadgens principali (saqonlis mepatrone) da agenti

(Suamavali). agenti, rogorc wesi, principalisaTvis asru-

lebs zogierT marketingul proceduras. kerZod igi Seis-

wavlis bazars da droulad axdens principalis informire-

bas (moTxovnis, fasebis da a.S) dinamikis Sesaxeb, reklamire-

bas ukeTebs saqonels, xels uwyobs mis gasaRebas. agentis ga-

samrjelo meryeobs garigebis Rirebulebis 7-dan 13%-mde.

saagento vaWrobis mravali saxe arsebobs, maTgan yve-

laze gavrcelebulia konsignacia. konsignacia aris saqon-

107

lis wardgena agentisaTvis gansazRvruli vadiT. konsigna-

tori iRebs saqonels sawyobSi da inaxavs mas. sasurveli fa-

siT realizaciis yvelaze saukeTeso momentisaTvis konsig-

natori sTavazobs saqonels gasayidad. sakonsignacio SeTan-

xmebaSi saagento gasamrjelos odenobis garda SeTanxmeba

xdeba saqonlis realizaciis vadaze, sasawyobo xarjebis

anazRaurebis Sesaxeb, dazRvevis da sxva.

SuamavalTa gansakuTrebul saxes warmoadgens broke-

rebi, isini Suamavlis rols asruleben gamyidvelsa da myid-

vels Soris garigebis gansaxorcieleblad. sabrokero gasam-

rjelo meryeobs garigebis Rirebulebis 0,25-dan 3%-mde.

sabrokero gasamrjelos, rogorc wesi, ixdis is, vinc pir-

velma mimarTa brokers. amrigad, garigebaSi brokeri warmo-

adgens mxolod garigebis erTi mxaris interesebs. mis mier

gasmrjelos miReba garigebis meore mxarisaganac araeTiku-

ria. keTilsindisieri brokerebi klientis SekveTiT misTvis

agroveben marketingul informacias, atareben bazris gamok-

vlevas, axdenen Tavisi SemkveTis saqonlis reklamirebas da a.

S.

saSuamavlo organizaciebs miekuTvnebian auqcionebic,

sadac umetes SemTxvevaSi realizdeba warsulSi moxmarebu-

li saqoneli (mowyobiloba, antikvariati da a.S.), aseve sasa-

qonlo birJebi.

konkurencia warmoadgens rTul socio-ekonomikur

movlenas. igi obieqturad damaxasiaTebelia sabazro ekono-

mikisaTvis da mis fundamentur princips warmoadgens. sabaz-

ro ekonomikis pirobebSi sawarmoebi saqmianobas anxorcie-

leben konkurentul garemoSi. konkurentebia is pirebi da

organizaciebi, romlebic bazarze upirispirdebian mocemul

konkretul sawarmos. dapirispirebis obieqti SeiZleba iyos

momxmarebelTa survilebi, saqonlis saxeebi da saxesxvaobe-

bi, sasaqonlo markebi. firmis warmatebebi uSualod ganisaz-

Rvreba misi unariT — daupirispirdes konkurentebs da moi-

povos upiratesoba konkurenciul brZolaSi. yovelma for-

mam unda icodes, vin arian misi konkurentebi bazarze, rogo-

ria maTi saqonlis asortimenti, xarisxi, fasebi, gasaRebis

meTodebi. maT unda moipovon strategiuli upiratesobani

momxmareblebze SeTavazebebis pozicirebaSi konkurenteb-

Tan SedarebiT.

108

firmebma marketingis strategia unda gansazRvron

konkurentuli garemos mixedviT, romelic yalibdeba konku-

renciis saxidan gamomdinare bazris tipi Sesabamisad (wminda

konkurenciis bazari, monopolisturi konkurenciis bazari,

oligopolisturi konkurenciis bazari, wminda monopoliis

bazari). konkurentuli garemos Seswavla xorcieldeba kon-

kurentebis saqmianobaze sistematuri dakvirvebiT, romelic

exmareba firmas konkurenciuli brZolis meTodebis SerCe-

vasa da praqtikul ganxorcielebaSi.

sakontaqto auditorias f.kotleris ganmartebiT Se-

iZleba warmoadgendes sxva firmebis adamianTa nebismieri

jgufi, romlebsac gaaCniaT realuri an potenciuri intere-

si mocemuli firmisadmi da (an) misi saqonlisadmi da gavle-

nas axdenen mis pozitiur an negatiur unarze — miaRwios da-

saxul miznebs.

gamoyofen sakontaqto auditoriis Semdeg tipebs:

• safinanso sazogadoeba (bankebi, sainvesticio kompa-

niebi da auqcionerebi);

• mediasazogadoeba (gazeTebi, Jurnalebi, radio da

televizia);

• samTavrobo sazogadeba (mTavrobis gadawyvetilebe-

bi produqtis usafrTxoebasTan, reklamis sandooba-

sa da sxva sakiTxebTan dakavSirebiT);

• aqtiur moqalaqeTa sazogadoeba (momxmarebelTa sa-

zogadoebebi, garemos dacvis organizaciebi erovnul

umciresobaTa jgufebi da sxva);

• adgilobrivi sazogadoeba (mezoblad mcxovrebi

momxmareblebi, mezobeli organizaciebi);

• sazogadoebis farTo fenebi;

• kompaniis Siga sazogadoeba (sxvadasxva kategoriis

TanamSromlebi, menejerebi, moxaliseebi, direqtor-

Ta sabWo).

maSasadame, imisaTvis, rom mikro marketingulma gare-

mom pozitiuri zegavlena moaxdinos firmis unarze moemsa-

xuros Tavis myidvelebs maTi moTxovnis srulad dakmayofi-

lebsaTvis saWiroa momxmareblebTan, mimwodeblebTan, Sua-

mavlebTan, sakontaqto auditoriasTan urTierTobebis Ca-

moyalibeba, romlebzec aris damokidebuli firmis marke-

tinguli saqmianobis efeqtianad warmarTva.

109

5.3. firmis makro marketinguli garemo

makro marketingul garemoSi moqmed faqtorebs mie-

kuTvneba:

• demografiuli;

• ekonomikuri;

• bunebriv-klimaturi;

• mecnierul-teqnikuri;

• politikuri;

• kulturuli.

makro garemos faqtorebis gaTvaliwinebac mikro gare-

mos faqtorebTan erTad aucilebelia marketingis strate-

giaSi. firmis saqmianobaze maTi zemoqmedeba ise naTlad ar

aris gamoxatuli, rogorc pirdapir moqmedi (mikro garemos)

faqtorebis, magram friad mniSvnelovania, vinaidan nebismie-

ri firma funqcionirebs gansazRvrul socio-ekonomikur

pirobebSi da ganicdis samarTlebrivi normebis, teqnologi-

uri faqtorebis, kulturuli tradiciebis, bunebriv-klima-

turi pirobebis gavlenas.

demografiuli procesebi aisaxeba iseT maCveneblebSi,

rogoricaa: qveynis, regionis, qalaqis da a.S. mosaxleobis

ricxovnoba, am mosaxleobis struqtura sqesis, asakis, ga-

naTlebis donis, Semosavlebis da a.S. demografiuli maCvneb-

lebis simravlis gamo, SeuZlebelia maTi yvelas CamoTvla.

demografiuli maCvneblebi, gansakuTrebiT maTi cvlilebis

tendenciebi marketingis mTavar interess warmoadgens, rad-

gan demografiuli garemo Sedgeba adamianebisagan, romle-

bic Tavis mxriv momxmarebelTa fokusirebul jgufebs qmnan

e.i. bazris miznobriv segmentebs. erT-erT wamyvan demogra-

fiul tendencias warmoadgens mosaxleobis asakobrivi

struqturis cvlileba, romelic gamoixateba xandazmuli

adamianebis xvedriTi wilis zrdasa da axalgazrdobis wilis

SemcirebaSi. es tendencia gamaxasiaTebelia evropis yvela

qveynisaTvis, aziis mravali qveynisa da amerikisaTvis. igi da-

maxasiaTebelia Cveni qveynisTvisac. demografebi gvamcno-

ben, rom aseTi tendencia SenarCunebuli iqneba uaxloesi 50

wlis manZilze.

demografiul tendenciad SeiZleba aseve dasaxelebu-

li iqnes mniSvnelovani cvlilebebi uSvilo ojaxebisa da

110

qorwinebaSi armyofi ojaxuri wyvilebis zrdis Tvalsazri-

siT.

demografiuli faqtorebidan firmebis saqmianobaze

did gavlenas axdens Sobadoba, sikvdilianoba, ojaxebis rao-

denoba, mosaxleobis geografiuli gadanacvleba (migracia),

ganaTlebis done, dasaqmebulTa aRricxvisa da mravalfe-

rovnebis zrda. aRniSnuli faqtorebis gamosakvlevad fir-

mas SeuZlia isargeblos saxelmwifo statistikis, aRweris,

paneluri gamokiTxvis da specialuri marketinguli kvleve-

bis masalebiT.

ekonomikuri faqtorebi momxmareblis myidvelobiT

unarsa da xarjviT tendenciebze axdenen zegavlenas. ekono-

mikuri faqtorebis struqturaSi, romlebic gansazRvraven

biznesis ganviTarebas, SeiZleba gamoiyos Semdegi faqtore-

bi:

• ekonomikis saerTo mdgomareoba—zrda, stagnacia an

dacema;

• fasebi energiaze da energo Semcvelebze;

• sakredito saprocento ganakveTebi;

• valutis gasacvleli kursi;

• inflaciis done;

• sagadasaxado politika;

• ekonomikis globalizacia.

cvlilebebi iseT mniSvnelovan ekonomikur cvladebSi,

rogoricaa Semosavlebi, xarjebi, sakredito saprocento ga-

nakveTebi, danazogebi mniSvnelovan gavlenas axdenen momxma-

reblebze da Sesabamisad bazarze. sxvadsaxva doneze momxma-

reblebs sxvadsaxva xarjviTi struqtura gaaCniaT. saukunis

win ernst engelis mier aRmoCenili iqna kanonzomiereba,

romlis Tanaxmad adamianis mier gaweuli danaxarjebi kveba-

ze, transportze, sacxovrebelze, janmrTelobaze da a.S. ic-

vleba Semosavlebis zrdasTan erTad. man aRmoaCina, rom Se-

mosavlis zrdasTan erTad kvebaze daxarjuli Semosavlis

procenti mcirdeboda, sayofacxovrebo saqonelze danaxar-

jis procenti mudmivi rCeboda (garda iseT produqtebze

rogorebicaa, gazi, eleqtroenergia da sazogadoebrivi mom-

saxureba). sxva kategoriebsa da danazogze procentuli maC-

venebeli ki izrdeboda. engelis kanonebs mogvianebiT sxva

mkvlevarebmac dauWires mxari.

111

maSasadame, ekonomikuri aqtivobis vardnis an aRmavlo-

bis SemTxvevaSi firmebma adekvaturi sifrTxile unda gamoi-

Cinon da maT ekonomikur garemoSi mimdinare cvlilebebi Ta-

vis sasikeTod umda gamoiyenon.

bunebriv-klimaturi faqtori anu garemomcveli bu-

neba makro marketinguli garemos mniSvnelovani Semadgeneli

nawilia. bunebriv garemos warmoadgens bunebrivi resursebi,

romelTac firma iyenebs Tavisi produqciis warmoebisaTvis

an zegavlenas axdens maTze Tavisi biznes saqmianobiT.

bunebrivi garemosaTvis damaxasiaTebeli tendencie-

bia:

— resursebis SezRuduloba;

— garemos mzardi dabinZureba;

— mTavrobis Careva bunebrivi resursebis marTvaSi.

bunebrivi garemos dacvisa da SenarCunebisaTvis brZo-

lam warmoSva e.w. mwvaneTa moZraoba. civilizebulad moqmedi

firmebi garemosaTvis xelSewyobis strategiebs anviTareben.

isini reagirebas axdenen momxmarebelTa iseT moTxovnebze

rogoricaa ekologiurad usafrTxo produqtebi, gameore-

biT gamoyenebadi da biologiurad SesafuTi saSualebebi, ga-

dasamuSavebeli masalebi da komponentebi, dabinZurebis uke-

Tesi kontroli da energiis ufro efeqtiani dazogvis sakiT-

xebi.

bunebis dacvis aucileblobam safuZveli Cauyara so-

cialur-eTikuri marketingis koncefcias, romelmac xeli

Seuwyo sawarmos, momxmareblis da mTeli sazogadoebis inte-

resebis dabalansebas.

faqtorebi, romlebic xels uwyoben axal teqnologi-

ebs, produqtebsa da sabazro SesaZleblobebs ganekuTvneba

teqnologiur garemos. axali teqnologiebi arsebiTad

cvlis da amaRlebs adamianebis cxovrebis dones. marketo-

logebma gansakuTrebuli yuradReba unda gaamaxvilon teq-

nologiuri ganviTarebis iseT tendenciebze rogoricaa:

— teqnologiuri cvlilebis swrafi tempi;

— samecniero-kvleviTi samuSaoebis maRali biujeti;

— aramasobrivi produqtebis gaumjobeseba;

— mTavrobis mxridan regulireba.

axali teqnologibi saqonlis axali modelebis Seqmnis

SesaZlkeblobas iZleva, romlebsac SeswevT unari adamianTa

obieqturi moTxovnilebebi daakmayofilon maRal samomxma-

112

reblo doneze. igi erT-erT umniSvnelovanes faqtors war-

moadgens, romelic gansazRvravs firmebis ganviTarebas maT-

Si axali teqnologiebis danergvis safuZvelze, rac arsebi-

Tad cvlis adamianebis cxovrebas. firmebma mudmivad Tval-

yuri unda adevnon samecniero-teqnikuri garemos dinamikas,

raTa mxedvelobidan ar gamorCeT axali produqtis Seqmnis

SesaZleblobebi. teqnologiuri cvlilebis swrafi tempi ga-

napirobebs axali Taobis ama Tu im nakeTobis xanmokle sasi-

cocxlo cikls (moraluri cveTis gamo), e.i swrafad icvleba

igi ufro srulyofili modeliT. f. kotlerma SeniSna, rom

meqanikuri sabeWdi manqanebi dominirebdnen bazarze 25 weli,

maTi momavali Taoba — eleqtromeqanikuri modelebi — 15 we-

li, eleqtronuli — mxolod — 7 weli, Semdeg isini Secvala

mikroprocesorulma teqnikam, magaliTad printerebsac ga-

aCniaT Semcirebis tendencia.

firmebis saqmianobaSi axali teqnologiebis gamoyeneba

praqtikulad yovelTvis dakavSirebulia investiciebTan:

axali teqnologiebis gamoyenebidan sargebelis miRebamde,

aucilebelia mniSvnelovani danaxarjebis gaweva. f. kotle-

ris cnobiT, evropuli farmacevtuli kompaniebi axali medi-

kamentebis (preparatebis) damuSavebaze xarjaven 150-200

mln. funt sterlings. aSS-Si General motors-ma 1993 wels samec-

niero-kvleviT samuSaoebze daxarja 4 mlrd dolaramde.1

magram yvela firmas ar SeuZlia aseTi danaxarjebis gaweva

warmoebis ganviTarebisa da teqnologiis ganaxlebisaTvis,

ris gamoc firmebis umravlesoba irCevs saqonlis umniSvne-

lo srulyofisa da ukve moqmedi markis asortimentis gafar-

Toebis strategias.

firmis marketinguli saqmianobis efeqtianoba mniSvne-

lovanwilad damokidebulia qveynis politikur stabilu-

robaze da im kanonebze, samarTlebriv aqtebsa da normati-

vebze, romlebic aregulireben firmis urTierTobas momxma-

reblebTan, mimwodeblebTan, SuamavlebTan, partniorebTan

da a. S. biznesis sferoSi moqmedi firmebisaTvis gansakuTre-

biT mniSvnelovania maregulirebeli kanonmdeblobis codna

da gamoyeneba. firmebi amasTan kargad unda erkveodnen ma-

1 f. kotleri, g. armstrongi, j. sondersi, v. vongi. marketingis sa-

fuZvlebi, moskovi, 1998, gv. 195 (rus. enaze).

113

kontrolebeli organoebis funqciebSi da safuZvlianad un-

da icnobdnen momxmarebelTa interesebis damcveli organi-

zaciebis saqmianobasac.

kultura (laTinuli warmoSobisaa culfura — damuSaveba,

aRzrda, ganaTleba) farTo cnebaa. masSi igulisxmeba sazoga-

doebis ganviTarebis istoriulad gansazRvruli done, cal-

keuli adamianis qcevis manerebi, soflis meurneobis Sromis

produqtebi (magaliTad, marcvlovani kulturebi), xalxis

sulieri faseulobebi da mravali sxva. kulturuli faqto-

rebi vlindeba sazogadoebis socialur garemoSi, rac mniS-

vnelovanwilad gansazRvravs mosaxleobis samomxmareblo

qcevas da Sesabamisad biznesis ganviTarebis formebsa da mi-

marTulebebs. kulturuli faqtorebia: religia, wesCveule-

bebi, ritualebi, moralur-eTikuri normebi da faseulobe-

bi, ganaTleba da wignierebis done, sazogadoebis politiku-

ri mowyoba da misi esTetikuri aura (folklori, musika, xe-

lovneba, literatura), ena da sxv. es aris arasruli CamonaT-

vali kulturuli faqtorebisa, romlebic zemoqmedebas ax-

denen bazarze adamianebis (myidvelebis) moqmedebebze da

romlebic aucilebelia mxedvelobaSi iqnes miRebuli marke-

tinguli gadawyvetilebebis miRebisas. biznesis istoriaSi

cnobilia SemTxvevebi, rodesac marketingul analizSi kul-

turuli komponentebis ignorirebam firmis sasaqonlo da

gasaRebis politikis formirebisas gamoiwvia didi danakar-

gebi. sainteresoa is, rom am TvalsazrisiT Secdomebs uSve-

ben ara marto axalbedebi biznesSi, aramed soliduri orga-

nizaciebic, romlebsac gaaCniaT bazarze muSaobis mraval-

wliani gamocdileba. rogorc wesi, amgvari Secdomebi exeba

kulturis iseT aspeqtebs, romlebic dakavSirebulia adamia-

nebis zne-CveulebebTan da wess-CveulebebTan, miTebTan, le-

gendebTan da romlebic damaxasiaTebelia rogorc ama Tu im

qveynis calkeuli regionebisaTvis, ise calkeuli qveynebisa

da xalxebisaTvis.

f. kotleri kulturul faqtorebs yofs pirvel da me-

ore xarisxovan faqtorebad. faqtorTa pirvel jgufs mi-

kuTvnebulia is faqtorebi, romelTa Secvlac rTulia (TiT-

qmis SeuZlebelia). isini gadaecema aRzrdis procesSi mSob-

lebidan Svilebs, mkvidrdeba skolebSi, eklesiaSi. maT SeiZ-

leba pirobiTad ewodos sabazo faqtorebi, romlebic gan-

sazRvraven sazogadeobis im faseulobebs, romlebic dakav-

114

Sirebulia wesierebasTan, keTilsindisierebasTan, patiosne-

basTan, borotisa da keTilis gansxvavebasTan, sazogadoeba-

Si qcevis wesebTan da a.S. faqtorTa meore jgufs miekuTvne-

ba adamianTa urTierTobebi erTmaneTs Soris, sxva adamianeb-

Tan, sazogadoebriv institutebTan, sazogadoebasTan. aR-

niSnuli faqtorebis Secvla SesaZlebelia, Tumca amas sWir-

deba didi dro da resursebi.

didia kulturuli faqtorebis gavlena firmis saqmia-

nobaze da isini xSirad gadamwyvet rolsac asruleben marke-

tinguli strategiis SerCevaSi.

115

Tavi 6. marketinguli kvlevis

meTodologiur-informaciuli da

organizaciuli safuZvlebi

1.1. marketinguli kvleva, misi mizani da

ZiriTadi obieqtebi

marketing, rogorc wesi niSnavs bazarze mimdinare

procesebis Seswavlas anu kvlevas. marketinguli kvlevis ar-

si gamoixateba specifikuri marketinguli situaciebis Sesa-

xeb monacemebis sistemur SegrovebaSi, am situaciaTa war-

momqmnel faqtorTa gamovlenaSi, maT Sefasebasa da reguli-

rebis RonisZiebaTa SemuSavebaSi. kvlevis es procesi metad

rTuli da mravalmxrivia, rac arsebiTad ganpirobebulia

marketingis sistemis elementebis mravalferovnebiT. marke-

tingis sistemis es elementebia: bazari, saqoneli (momsaxu-

reba), mwarmoebeli, Suamavali, gamsaRebeli, konkurenti,

momxmarebeli, sazogadoeba, samTavrobo da sakanonmdeblo

organoebi, masobrivi infromaciis saSualebebi da sxv. swo-

red am elementebis urTierTobis procesSi yalibdeba sabaz-

ro situaciebi da bazrisaTvis damaxasiaTebeli kanonzomie-

rebebi.

marketinguli kvlevis mizania bazarze mimdinare mov-

lenebisa da procesebis ganviTarebisaTvis damaxasiaTebel

kanonzomierebebis gamovlena, Sefaseba da regulirebis Ro-

nisZiebebis SemuSaveba.

aRniSnuli miznidan gamomdinare marketinguli kvle-

vis winaSe isaxeba Semdegi ZiriTadi amocanebi:

� marketinguli garemos Seswavla;

� marketinguli kvlevis informaciuli uzrunvelyo-

fa;

� marketinguli kvlevis strategiuli mimarTulebe-

bis dadgena;

� sawarmoTa saqmianobis analizi;

� moTxovna-miwodebis ganviTarebis kanonzomierebe-

bis dadgena;

� momxmareblis produqtis sarisxisadmi damokidebu-

lebis dadgena;

� saqonlis (momsaxurebis) fasebis analizi;

116

� marketingis ganviTarebis strategiisa da taqtikis

gansazRvra;

� konkurentTa saqmianobis Seswavla;

� sawarmos saqmianobis safinanso Sedegebis (xarjebi,

mogeba, zarali) analizi;

� marketingis gare samyarosTan (sazogadoeba, samTav-

robo, safinanso organoebi, konkurentebi da sxva)

kavSiris Sedegebis analizi da a. S.

marketinguli kvlevis amocanebis mravalferovneba

ganpirobebulia sakvlevi problemebis anu obieqtebis sim-

ravliT. marketinguli kvlevis ZiriTadi obieqtebi erTgva-

rovani niSnis mixedviT erTiandebian Semdeg jgufebSi:

� bazris funqciuri elementebis sistema. igi aerTia-

nebs samomxmareblo da sawarmoo daniSnulebis saqo-

nelze moTxovnasa da miwodebas, mza nawarmze, re-

sursebze da momsaxurebaze arsebul fasebs;

� bazris nivTobriv-sagnobrivi elementebi. aq igu-

lisxmeba samomxmareblo da sawarmoo daniSnulebis

saqoneli, maTi nairsaxeoba da momsaxurebis saxeebi;

� bazris subieqtebi — momxmarebeli da myidveli (in-

dividi, ojaxi, sawarmo, sazogadoeba), mwarmoebeli,

mimwodebeli, Suamavali, gamyidveli da sxva;

� warmoebis sferos ganviTarebis maCveneblebi — pro-

duqciis warmoebis moculoba, struqtura, dinamika,

xarisxi da a. S.;

� mimoqcevis sferos ganviTarebis maCveneblebi — sa-

qonlis Semosuloba, saqonelbrunva, saqonlis mara-

gi, maTi dinamika da struqtura;

� momsaxurebis sferos ganviTarebis maCveneblebi —

momsaxurebis saxeebi, maTi moculoba da dinamika,

momsaxurebis xarisxi, momsaxurebis meTodebi da

sxva;

� produqciis warmoebis, mimoqcevis da momsaxurebis

sferos teqno-ekonomikuri da organizaciuli maC-

veneblebi — sawarmoo simZlavreebi, resursebis

mdgomareoba, saqonelmoZraobis formebi, saqonlis

win wawevis, Senaxvisa da gayidvis saSualebebi da a.

S.;

� bazris ganviTarebis regionuli Taviseburebani;

117

� konkurentTa saqmianobis Sefaseba — konkurentTa

raodenoba, saqmianobis masStabebi, konkurenciis

formebi, maTi Zlieri da susti poziciebi da a. S.;

� saqonlis warmoebisa da gasaRebis stimulireba —

mwarmoebelTa, gamyidvelTa da momxmarebelTa sti-

mulirebis meTodebi, stimulirebis mizani da Sede-

gebi;

� sawarmoTa safinanso Sedegebis amsaxveli maCveneb-

lebi — Semosavali, xarjebi, mogeba, rentabeloba,

gadasaxadebi, jarimebi, sanqciebi da sxv.

6.2. marketinguli kvlevis meTodologiuri safuZvlebi

marketingi, rogorc bazarze saqmianobis kompleqsuri

sistema, emyareba garkveul meTodologiur safuZvlebs.

marketinguli kvlevis meTodologia warmoadgens im meTo-

debisa da meTodikis erTianobas, romlis safuZvelzec xor-

cieldeba bazarze mimdinare procesebis Seswavla, analizi,

Sefaseba da ganviTarebis prognozi. amrigad, meTodologiis

Semadgeneli nawilebia meTodebi da meTodika. meTodi war-

modgenilia konkretuli xerxebisa da wesebis saxiT, romel-

Ta safuZvelze xorcieldeba gamokvleva, gadawyvetilebis

miReba, regulireba da a. S. meTodika meTodologiis logiku-

ri nawilia. igi gulisxmobs gamokvlevis midgomebis, princi-

pebis, meTodebis da a. S. gamoyenebis wesebis sistematicias.

marketinguli kvlevis meTodebi mravalferovania. pi-

robiTad igi SeiZleba dajgufdes zogad da konkretul me-

Todebad. amis Sesabamisad marketingul kvlevas gaaCnia zo-

gadi da konkretuli meToduri safuZvlebi.

zogad-meToduri safuZvlebidan gansakuTrebiT aRsa-

niSnavia dialeqtikuri meTodi, deduqcia da induqcia, ana-

lizi da sinTezi, agreTve iseTi zogad-mecnieruli midgome-

bi rogoricaa programul-miznobrioba, sistemuroba, kom-

pleqsuroba da a. S.

dialeqtikuri meTodi logikuri azrovnebis uzogade-

si meTodia. igi saSualebas iZleva movlenebisa da procese-

bis ganviTareba ganxilul iqnes mudmiv urTierTkavSirSi da

moZraobaSi. dialeqtikaSi aisaxeba memkvidreobiToba anu

warsulis, awmyos da momavlis urTierTkavSiri. swored es

118

urTierTkavSiri da memkvidreobiToba JRers didi moazrov-

nis cnobil sityvebSi: `awmyo, Sobili warsulisagan, aris

mSobeli momavlisa~. Semecnebis dialeqtikuri meTodis gare-

Se SeuZlebelia sinamdvilis swori asaxva, nebismieri movle-

nis Sesaxeb realuri warmodgenis Camoyalibeba. firmis mar-

ketingis samsaxuri mier marketinguli kvlevis sferos Teo-

riuli da praqtikuli sakiTxebis sworad aRqma SesaZlebelia

mxolod dialeqtikuri azrovnebis gziT.

dialeqtika saSualebas iZleva gamovlindes bazris gan-

viTarebis etapebi, maTTvis damaxasiaTebeli tendenciebi da

daisaxos momavlis amocanebi. bazris gamokvlevis nebismieri

meTodi da xerxi mxolod maSin iZleva realur Sedegs Tu ma-

Ti gamoyenebis meTodika dialeqtikur kanonzomierebebzea da-

fuZnebuli.

deduqcia gulisxmobs zogadi debulebebidan kerZo

(konkretuli) daskvnebis gamotanas. marketingis sistemaSi

misi gamoyeneba gulisxmobs bazrisaTvis damaxasiaTebeli

zogadi kanonzomierebebis safuZvelze misi calkeuli seg-

mentis ganviTarebis Sesaxeb konkretuli daskvnebis gamota-

nas. magaliTad, zogadi daskvna imis Sesaxeb, rom bazarze ar-

sebobs mecxoveleobis produqtebis deficiti saSualebas

iZleva gakeTdes kerZo daskvna, rom Seferxebebia xorciT,

rZiT da a. S. mosaxleobis uzrunvelyofaSi.

induqcia niSnavs erTeuli, kerZo faqtebidan zogadi

daskvnebis gamotanas. saxeldobr, Tu bazarze SeimCneva xor-

cis, rZis da sxva produqtebis siuxve, amis safuZvelze SeiZ-

leba gakeTdes zogadi daskvna, rom uzrunvelyofilia mec-

xoveleobis produqtebiT mosaxleobis Seuferxebeli moma-

rageba.

marketinguli kvlevis procesSi farTod gamoiyeneba

analizis da sinTezis meTodi. farTo gagebiT analizi niS-

navs daSlas, xolo sinTezi SeerTebas. amis gaTvaliswinebiT,

analizuri meTodi gulisxmobs sakvlevi obieqtis daSlas Se-

madgenel nawilebad da am safuZvelze movlenis ganviTare-

bis konkretuli kanonzomierebis dadgenas. amis naTeli maga-

liTia bazris segmentacia, momxmarebelTa tipologia da a. S.

kvlevis sinTezuri meTodi gulisxmobs sakvlevi obieqti-

saTvis damaxasiaTebel calkeul nawilebis Seswavlas da maT

safuZvelze zogadi daskvnebis gakeTeba.

119

marketingul saqmianobaSi programul-miznobrivi mid-

goma gulisxmobs movlenebis kvlevas winaswar SemuSavebuli

programis mixedviT, romelic mimarTulia garkveuli miznis

(strategiul an taqtikuri) misaRwevad. marketinguli saqmi-

anobis marTvis doneebis gaTvaliswinebiT amgvari midgomebi

farTod gamoiyeneba sawarmos, firmis, kompaniis da a. S. sa-

warmoo-gasaRebis saqmianobis programebis SemuSavebis pro-

cesSi.

bazris regulirebis Sesaxeb gadawyvetilebebis SemuSa-

veba da dasabuTeba moiTxovs sistemur da konmpleqsur ana-

lizs. sistemuri analizi gulisxmobs kvlevis meTodebisa da

xerxebis erTobliobas, romelic gamoiyeneba bazris moqme-

debis sazRvrebis, miznebis, amocanebis, ganviTarebis alter-

natiuli variantebis SerCevisa da funqcionirebis Tavisebu-

rebaTa dasadgenad. kompleqsuri analizi moicavs bazris

ganviTarebisaTvis damaxasiaTebel movlenebisa da procese-

bis ganxilvas urTierTkavSirSi. magaliTad, bazarze konkre-

tuli saqonlis gasaRebis SesaZleblobis gansazRvra SeuZ-

lebelia analogiuri, Semcvleli saqonlis bazris analizis

gareSe an kidev bazris analizi SeuZlebelia misi romelime

elementis (moTxovna, miwodeba, fasi) da maTi ganmsazRvreli

faqtorebis urTierTgavlenis gamokvlevis gareSe.

marketingul saqmianobaSi gamoiyeneba ekonomikur-ma-

Tematikuri modelirebis meTodebi da xerxebi. maT Soris

gansakuTrebiT aRsaniSnavia mravlobiTi regresiis ganto-

lebebi, korelacia da sxva. modelirebas emyareba kvlevis

procesebis kompiuterizacia.

zogad meTodebTan erTad marketingis praqtikaSi gamo-

iyeneba maCvenebelTa gaangariSebis, informaciis Segroveba-

damuSavebis da prognozirebis wminda ekonomikuri meTodebi

da konkretuli xerxebi.

marketinguli kvlevis ekonomikuri meTodebidan erT-

erTi ZiriTadi meTodia sabalanso meTodi. igi gansakuTre-

biT xSirad gamoiyeneba saqonlis Semosulobis da gayidvis,

moTxovna-miwodebis Tanafardobis, fuladi Semosavlisa da

xarjebis da sxva maCvenebelTa gaangariSebis procesSi. saba-

lanso meTodis gamoyenebiT moTxovnis gaangariSeba emyareba

sasaqonlo balansis cnobil sqemas, romelsac aqvs Semdegi

saxe: m1 + S = r + d + m

2. sadac:

120

m1

aRniSnavs saqonlis maragis mdgomareobas saangariS-

gebo periodis dasawyisSi;

m2 — saqonlis marags periodis dasasruls;

S — saqonlis Semosulobas mocemul periodSi;

r — saqonlis realizacias mocemul periodSi;

d — saqonlis danakargebs.

aRniSnuli sabalanso gaangariSebis Sesabamisad saanga-

riSgebo periodis dasawyisSi arsebuli saqonlis maragis mo-

culobas damatebuli amave periodSi Semosuli sasaqonlo

resursebi tolia, mTel periodSi realizebuli (gayiduli)

saqonlis da periodis bolosaTvis darCenili saqonlis ma-

rags damatebuli saqonlis danakargebis jami. aRniSnuli

formulis gamoyenebiT SeiZleba realizebuli moTxovnis

moculobis gaangariSeba. amisaTvis saWiroa gantolebas mie-

ces Semdegi saxe: r = m1 + S — (d + m

2).

sabalanso meTodis gamoyenebiT gaiangariSeba reali-

zebuli moTxovna. magaliTad, mimdinare wlis pirveli ian-

vrisaTvis maRaziaSi arasebuli Saqris maragi Seadgenda 9

aTas lars, xolo pirveli TebervlisTvis 8 aTas lars. ian-

vris TveSi maRaziaSi Semotanili Saqris Rirebulebam Sead-

gina 19 aTasi lari, xolo danakargebis Tanxa 0,3 aTasi lari.

aRniSnulidan gamomdinare ianvris TveSi Saqris gayidvis mo-

culobam anu realizebulma moTxovnam 19,7 aTasi lari

[9+19—(0.3+8)] Seadgina.

marketingul kvlevaSi farTod gamoiyeneba e. w. moT-

xovna-miwodebis balansi. calkeuli saxis saqonlis gamoyene-

bisa da daniSnulebis gaTvaliswinebiT balanss gaaCnia kon-

kretuli forma, xolo zogadi saxiT igi SeiZleba warmovid-

ginoT Semdegi formiT. balansi dgeba garkveuli periodis

miTiTebiT (Tve, kvartali, weli). igi warmodgenilia or nawi-

lad. pirvel nawilSi naCvenebia ama Tu im saqonelze moTxov-

nis sidide naturalur an fulad maCveneblebSi, meoreSi ki

resursebis miwodebis savaraudo mdgomareoba. balansSi

moTxovnis sidide warmodgenilia iseTi komponentebiT, ro-

goricaa: moTxovnis sidide, saWiroeba eqsportze da auci-

lebeli maragi periodis bolosaTvis. resursebis miwodebis

nawilSi naCvenebia maTi warmoqmnis wyaroebi, romlis ZiriTa-

di komponentebia: maragi periodis dasawyisSi, qveynis SigniT

warmoebuli resursebi, importi da miwodebis sxva wyaroebi.

saWiroebisda mixedviT pirvel da meore nawils Soris SeiZ-

121

leba gamoiTvalos Tanafardoba, romelic aCvenebs ra done-

zea miRweuli moTxovnisa da miwodebas Soris balansireba.

marketinguli kvlevis procesSi gamoiyeneba specialu-

ri meTodebi, romelTa meSveobiTac xdeba infromaciis mopo-

veba, damuSaveba, analizi da prognozi (ix. 6.3 da 8.4).

6.3. marketinguli saqmianobis informaciuli uzrunvelyofa

marketinguli kvlevis aucilebeli pirobaa saTanado

informaciis mopoveba, dajgufeba, analizi, Sefaseba da miz-

nobrivi gamoyeneba. marketinguli informacia warmoadgens

monacemebis erTobliobas, romelic saSualebas iZleva daxa-

siaTdes bazris mdgomareoba, gamovlindes sabazro situaci-

ebze moqmedi faqtorebi da ganisazRvros maTi ganviTarebis

perspeqtivebi. praqtikaSi bazris gamokvlevisTvis saWiro

informaciis erTobliobas monacemTa bazas uwodeben.

marketinguli informacia sxvadasxva saxisaa. igi SeiZ-

leba dajgufdes Tematuri xasiaTis, gamokvlevis obieqtis,

gamoyenebis jeradobis, warmoqmnis wyaroebis, mopovebis pe-

riodulobis da sxva TaviseburebaTa gaTvaliswinebiT.

Tematuri xasiaTis mixedviT informacia SeiZleba iyos

politikuri, ekonomikuri, socialuri, demografiuli da

sxva. TiToeul maTgans gaCnia gamoyenebis Tavisi sfero. amas-

Tan, maT Soris arsebuli kavSiris gamo isini xSirad urTier-

TSevsebisa da dazustebis mizniTac gamoiyeneba.

gamokvlevis obieqtis mixedviT arsebuli informacia

saSualebas iZleva daxasiaTdes bazris ganviTarebis romeli-

me konkretuli maCvenebeli, magaliTad, moTxovnis moculo-

ba da struqtura, saqonlis konkrentunarianoba, saqonlis

gasaRebis siZneleebi, fasebis mdgomareoba da a. S.

gamoyenebis jeradobis mixedviT ganasxvaveben pirve-

lad da meorad informacias. pirveladia informacia, rome-

lic mopovebulia specialurad raime konkretuli gadawyve-

tilebis SemuSavebisa da dasabuTebis mizniT. pirveladi in-

formaciis miRebis ZiriTad meTods warmoadgens specialu-

rad Catarebuli dakvirvebebi, eqsperimentebi, gamokiTxvebi

da sxva RonisZiebebi. meorads miekuTvneba informacia, ro-

melic mopovebulia warsulSi, raime sxva gadawyvetilebis

misaRebad da saWiroebis SemTxvevaSi gamoiyeneba xelaxla.

122

imisda mixedviT Tu saidan iqna miRebuli informacia,

ganasxvaveben Sinagan da garegan informacias. Sinagania in-

formacia, romelic gamokvleviT dainteresebuli firmis Si-

ga angariSgebis masalebidan miiReba. garegani ewodeba in-

fromacias, romelic dainteresebuli firmis mier sxva orga-

nizaciebidan (firmebidan) miiReba.

warmoqmnis da mopovebis periodulobis gaTvalsiwine-

biT ganasxvaveben wyvetil (periodul) da uwyvet (permanen-

tul) informacias. wyvetili ewodeba informacias Tu igi pe-

riodulad, drois garkveul intervalSi (dekada, Tve, kvar-

tali, weli) muSavdeba da moipoveba. mas miekuTvneba statis-

tikis saxelmwifo departamentisa da misi adgilobrivi sam-

saxurebis mier damuSavebuli yoveldRiuri, kvartaluri da

wliuri angariSgebis masalebi, uwyveti anu permanentulia

informacia, romlis damuSaveba da mopoveba sistematuri xa-

siaTisaa. magaliTad, firmis Sinagania informacia saqonlis

moZraobis (warmoeba, gasaReba) Sesaxeb da sxva.

informaciis miRebis sxvadasxva wyaro arsebobs, mas mi-

ekuTvneba statistikis saxelmwifo departamentis monaceme-

bi, saministroebis, sawarmoebis (firmebis) angariSgebis masa-

lebi, masobrivi informaciis saSualebebi da sxva informaci-

is garkveuli nawili, romelic miiReba moTxovnis Seswavlis

mizniT Catarebuli specialuri RonisZiebebis (anketuri ga-

mokiTxva, eqspertiza, gamofena-gayidva da sxva) Catarebis

gziT.

statistikis saxelmwifo departamentis samsaxurebis

mier damuSavebuli masalebi warmoadgens saqonlis moZrao-

bis, moTxovnis, saqonlisa da momsaxurebis fasebis (tarife-

bis) da sxva maCvenebelTa Sesaxeb krebsiTi informaciis miRe-

bis ZiriTad wyaros. misTvis damaxasiaTebelia informaciis

unificireba, damuSavebis erTiani meTodologia, momzadebis

mkveTrad gansazRvruli perioduloba da Sesadarisoba. es

masalebi ramdenadme agregirebuli saxiT gamoicema statis-

tukuri krebulebis saxiT, xolo SedarebiT detalizebuli

poziciis mixedviT Tavmoyrilia statistikis saxelmwifo

departamentSi da mis regionul ganyofilebebSi.

uwyebrivi statistikuri angariSgeba moicavs calkeu-

li uwyebebis masalebs. es masalebi garkveulad avseben sta-

tistikis saxelmwifo departamentisa da misi samsaxurebis

mier Tavmoyril informacias. es saSualebas iZleva gamok-

123

vleva warmarTos meti sizustiT, sistemurobis gaTvaliswi-

nebiT da detalurad.

sawarmoTa operatiuli da sabuRaltro angariSgebis

masalebi saSualebas iZleva miRebul iqnes detaluri infor-

macia calkeuli saqonlis moZraobis Sesaxeb nebismier drosa

da sivrceSi. es informacia aisaxeba sasaqonlo zednadebebSi

da aRricxva-angariSgebis sxva formebSi.

am masalebis safuZvelze sawarmo (firma) qmnis Siga mo-

nacemTa bazas, anu Siga wyaroebidan miRebuli informaciis

eleqtronul sacavs. es masalebi miiReba firmis funqciuri

samsaxuridan. magaliTad, sawarmoo ganyofileba iZleva in-

formacias prodqciis warmoebis moculobisa da struqtu-

ris, saqonlis maragis da damzadebis Sesaxeb. buRalteria aw-

vdis monacemTa bazas finansur angariSebs, gayidvis maCveneb-

lebs da sxv. marketingis samsaxuri iZleva informacias miz-

nobrivi Sesyidvebis, demografiis da myidvelTa qcevis Sesa-

xeb. myidvelTa momsaxurebis samsaxuri amuSavebs monacemebs

myidvelTa moTxovnis dakmayofilebisa da momsaxurebis do-

nis Sesaxeb da a. S.

marketingul saqmianobaSi saWiro informaciis mopove-

bis meTodebidan gansakuTrebiT aRsaniSnavia:

� anketuri gamokiTxva;

� gamofena-gayidva;

� eqspertuli Sefaseba;

� momxmarebelTa konferenciebi;

� paneluri gamokiTxva da sxva.

aRniSnuli meTodebi gansakuTrebiT mniSvnelovania

moTxovnis Seswavlis procesSi saWiro infromaciis miRebis

TvalsazrisiT. am gziT miRebuli masalebis gamoyenebiT sa-

warmoTa marketingul samsaxurebs SeuZliaT gadawyviton

Semdegi amocanebi:

� moTxovnis moculobisa da asortimentuli struq-

turis Sefaseba;

� saqonlis asortimentis da xarisxis momxmarebelTa

moTxovnasTan Sesabamisobis donis dadgena da maTi

ganviTarebis sasurveli mimarTulebis gansazRvra;

� axali saqonlis realizaciis mosalodneli mocu-

lobis gaangariSeba;

124

� calkeuli saqonelze moTxovnis dakmayofilebis

donis gaangariSeba;

� saqonlis fasebisadmi momxmarebelTa (myidvelTa)

damokidebulebis Sefaseba;

� saqonlis warmoebisa da realizaciis realuri mo-

culobis gansazRvra da a. S.

aRniSnuli meTodebis mniSvneloba gansakuTrebiT iz-

rdeba sabazro ekonomikis pirobebSi. kerZo, komerciuli

struqturebis gafarToeba da Tavisufali konkurenciis pi-

robebis Seqmna moiTxovs informaciis ganaxlebasa da pirve-

ladi wyaroebidan miRebas. swored amis saSualebas iZleva

zemoaRniSnuli meTodebi.

marketinguli kvlevis procesSi mniSvnelovani adgili

ukavia informaciis damuSavebis da analizis meTodebs. maT

Soris gansakuTrebiT aRsaniSnavia: dajgufebis, Sedarebis,

saindeqso, dinamikuri mwkrivebis gamoTanabrebis, grafiku-

li gamosaxvis da sxva meTodebi.

dajgufebis meTodi gulisxmobs bazris ganviTarebis

amsaxvel maCvenebelTa gaerTianebas erTgvarovani niSnis mi-

xedviT. igi saSualebas iZleva bazris ganviTarebisaTvis da-

maxasiaTebel romelime maCveneblis, kerZod moTxovnis Sesa-

xeb arsebuli informaciis dajgufebis gziT moTxovnis er-

Tobliobidan gamoiyos erTgvarovani tipebi. magaliTad,

qveynis erToblivi moTxovnidan gamocalkevdes erTi mxriv

qalaqis, xolo meore mxriv soflis mosaxleobis moTxovna an

kidev, moTxovnis erTobliobidan gamoiyos moTxovna momxma-

rebelTa sqesobriv-asakobrivi jgufebis mixedviT da a. S.

dajgufebis meTodis gamoyenebiT SeiZleba moTxovnaze moq-

medebis xasiaTis gaTvaliswinebiT dajgufdes misi moculo-

bisa da struqturis ganmsazRvreli faqtorebi da sxva.

Sedarebis meTodis gamoyenebiT xdeba erTgvarovan an

dapirispirebul maCvenebelTa urTierTSedareba. bazris

ganviTarebisaTvis damaxasiaTebel maCvenebelTa sistemaSi

gansakuTrebiT mniSvnelovania:

� saqonelze moTxovna-miwodebis Tanafardobis Seda-

reba da gansazRvra;

� moTxovnis dakmayofilebis donis Sedareba qveynis

sxvadasxva regionis mixedviT;

125

� moxmarebis faqtiuri donis Sedareba rekomendebul

normebTan da normativebTan;

� Semosavlebisa da xarjebis donis Sedareba da sxv.

es meTodi saSualebas iZleva gairkves bazrisTvis dama-

xasiaTebel maCvenebelTa Soris arsebuli kavSiri da daisa-

xos RonisZiebebi maT Soris racionaluri Tanafardobis uz-

runvelsayofad.

saindeqso meTodi gamoiyeneba saqonelbrunvis, sasa-

qonlo resursebis, moTxovnis da sxva maCvenebelTa ganviTa-

rebis dinamikis daxasiaTebis procesSi. amis Sesabamisad vaW-

robaSi farTod gamoiyeneba saqonlis gayidvis, saqonlis ma-

ragis, sasaqonlo resursebis, fasebis indeqsi. saindeqso me-

Todis gamoyeneba mWirdod ukavSirdeba Sedarebis meTods,

vinaidan igi gulisxmobs ori absoluturi maCveneblis Seda-

rebas. Sesadari periodidan gamomdinare indeqsi SeiZleba

iyos sabaziso an mimdinare. Sesadari peirodi, romlis mimar-

Tac xdeba maCvenebelTa Sedareba warmoadgens sabaziso peri-

ods. magaliTad, Tu 2008 wlis maCvenebels vadarebT 2007

wlis monacemebs, es ukanaskneli iqneba sabaziso maCvenebeli.

indeqsebi iangariSeba rogorc sabaziso, aseve jaWvuri in-

deqsebis saxiT. sabaziso indeqsis gaangariSebisas bazad aRe-

bulia erTi konkretuli sabaziso periodis maCvenebeli, xo-

lo jaWvuri indeqsi gaiangariSeba yovel wina periodTan

momdevno periodis maCvenebelTan SedarebiT.

dinamikuri mwkirvebis gamoTanabrebis meTodi gulis-

xmobs bazrisaTvis damaxasiaTebel maCvenebelTa (moTxovna,

miwodeba, fasi, gayidvebis moculoba da sxva) ganviTarebis

amsaxveli sidideebis mixedviT dinamikuri cxrilebis (cif-

robrivi) monacemebis, rac TvalsaCinos xdis movlenebisa da

procesebis ganviTarebisaTvis damaxasiaTebel kanonzomie-

rebebs. mosaxleobis moTxovnis Seswavlis procesSi gansa-

kuTrebiT xSirad gamoiyeneba sacalo gayidvebis ganviTare-

bis dinamikuri mwkrivebi. igi axasiaTeben realizebuli moT-

xovnis moculobasa da struqturas, sasaqonlo miwodebisa

da gamoyenebis dinamikur mwkrivebs. igi aCvenebs sacalo sa-

qonelbrunvis da moTxovnis sasaqonlo resursebiT uzrun-

velyofis dones. aseve SeiZleba Sedgenil iqnes fuladi Se-

mosavlebis da xarjebis da sxva maCvenebelTa dinamikuri

mwkrivebi. dinamikuri mwkrivebis Sedgena emyareba dajgufe-

bis, Sedarebis da saindeqso meTodebis gamoyenebas.

126

grafikuli gamosaxvis meTodis daniSnulebaa bazrisTvis

damaxasiaTebel maCvenebelTa TvalsaCinoebis uzrunvelyofa.

rogorc wesi, grafikuli gamosaxvis meTodi gulisxmobs koor-

dinatTa sistemis meSveobiT movlenebisa da procesebis ganvi-

TarebisaTvis damaxasiaTebeli raodenobrivi maCveneblebis Se-

degebis asaxvas grafikebis gamoyenebiT. grafikuli gamosaxu-

lebas SeiZleba mieces wrfivi (xazebi, mrudebi) an svetovani

forma.

6.4. marketinguli kvlevis organizacia

marketinguli kvlevis procesSi Sesaswavli obieqtebis

gamokvleva oTx ZiriTad safexurs moicavs:

� marketinguli problemebisa da kvlevis miznebis

gansazRvra;

� kvlevis gegmis Sedgena;

� kvlevis gegmis ganxorcieleba;

� kvlevis Sedegebis gansazRvra da angariSis Sedgena.

marketingul kvlevas msxvili firma axorcielebs mar-

ketinguli samsaxuris (ganyofilebis) meSveobiT, zogjer ki

xelSekrulebas aformebs specializebul kvlevaTa centreb-

Tan. kvlevaSi monawileoben marketingis specialistebi (mar-

keterebi) da marketingis menejerebi. marketingis menejereb-

ma kargad ician arsebuli problemebi da maTTan dakavSire-

buli informacia, xolo specialistebi (marketerebi) kargad

erkvevian marketinguli kvlevis meTodologiaSi, anu infro-

maciis mopovebis, damuSavebis da analizis meTodebsa da we-

sebSi.

kvlevis problemebisa da miznebis gansazRvra arc ise

iolia. ZiriTadi sirTule aq dakavSirebulia problemis war-

moSobis mizezebis garkvevasTan. magaliTad, arc Tu ise iSvi-

aTad menejerebi kbilis pastis gayidvis Semcirebis mizezad

sust reklamas miiCneven da cdiloben uzrunvelyon misi Sem-

dgomi gaZliereba. kvlevis Sedegebi ki aCvenebs, rom proble-

mis mizezia ara sareklamo kampaniis dros daSvebuli uzus-

toba, aramed is, rom maRaziaSi kbilis pastis gayidvis arse-

buli mdgomareoba jer uzrunvelyofs reklamiT gansaz-

Rvrul pirobebs — pasta ar iZleva Sepirebul samkurnalo

Sedegs, ver uzrunvelyofs kbilebis siTeTres, fasebi Zviria

Sepirebulze, ar aris mdidari arCevani da sxva. problemis

127

siRrmiseulma Seswavlam aCvena, Seferxebis mizezebia ara sa-

reklamo saSualebaTa dabali efeqtianoba, aramed xarvezebi

sareklamo pirobebis SesrulebaSi. amis gamovlena ki prob-

lemis zustad Camoyalibebas uwyobs xels.

problemebis gamomwvevi mizezebis dazustebis Semdeg

saqmianobis simZime gadadis kvlevis miznebis Camoyalibebaze

da kvlevis konkretuli saxis SerCevaze. marketinguli kvle-

vis proeqts SesaZloa sami mizani hqondes — problemis gamov-

lena, problemis aRwera da problemis mizezsa da Sedges So-

ris kavSiris dadgena. amis Sesabamisad arsebobs marketingu-

li kvlevis Semdegi saxeebi: gamovleniTi (aRmoCeniTi) kvle-

va, aRwerilobiTi kvleva da mizez-Sedegobrivi kvleva.

aRmoCeniTi kvleva ewodeba marketingul kvlevas,

romlis mizania iseTi informaciis Segroveba da analizi,

romelic problemis gansazRvrisa da ganviTarebis axali hi-

poTezis damuSavebis saSualebas iZleva.

aRwerilobiTi kvleva ewodeba marketingul kvle-

vas, romlis mizania srulad aRweros marketinguli proble-

mis Sinaarsi, ganviTarebis situaciebi da tendenciebi. mi-zez-Sedegobrivi ewodeba marketingul kvlevas, romlis

mizania movlenisaTvis damaxasiaTebel mizezsa da Sedegs So-

ris arsebuli urTierTkavSiris hipoTezebis Semowmeba. maga-

liTad, gamoiwvevs Tu ara xorblis fqvilze fasis 10% Semci-

reba gamomcxvari puris fasis proporciul cvlilebas.

problemis Sinaarsi da kvlevis mizani warmarTavs

kvlevis mTel process. ganacxadi problemisa da kvlevis

miznis Sesaxeb saWiroa gaformdes werilobiT, rac maT Soris

SeTanxmebulobas unda asaxavdes.

marketinguli kvlevis momdevno safexuri iTvaliswi-

nebs kvlevis gegmis Sedgenas igi gamomdinareobs marketingu-

li problemebidan, kvlevis miznebidan da iTvaliswinebs sa-

Wiro informaciis Segrovebas, efeqtiani gegmis proeqtis

Sedgenas da firmis xelmZRvanelobis mier damtkicebas. mar-

ketinguli kvlevis gegma gansazRvravs iseT momentebs. ro-

goricaa:

� kvlevisaTvis saWiro informaciis saxeebis gansaz-

Rvra;

� informaciis mopovebis wyaroebis dadgena;

128

� im midgomebis, meTodebis, SerCevis gegmebis da saSu-

alebebis dadgena, romelic marketingis samsaxurma

unda gamoiyenos monacemTa Segrovebis procesSi.

informacia, rogorc aRiniSna, SeiZleba iyos pirvela-

di, meoradi, Sinagani da garegani. umetes SemTxvevaSi kvleva

iwyeba meoradi da Siga informaciiT, romelic firmam SeiZ-

leba mza saxiT miiRos Siga monacemTa bazidan an firmis ga-

reT arsebuli informaciuli wyaroebidan. informaciis gar-

kveuli nawilis miReba SesaZlebelia onlain — informaciis

monacemTa bazis gamoyenebiT. es ukanaskneli aris informa-

ciis kompiuteruli wyaroebi, romelic farTod xelmisaw-

vdomia komerciuli pirveladi saSualebebiT an internetiT,

rac sul ufro da ufro mzardi xasiaTisaa.

meoradi informaciis mopoveba kvlevis dawyebis auci-

lebeli pirobaa. amasTan, igi nakleb droiT da materialur

xarjebTanaa dakavSirebuli, magram xSirad siRrmiseuli

kvlevisaTvis arasakmarisia. amis gamo didi mniSvneloba eni-

Weba pirveladi informaciis mopovebas. am mizniT mkvlevare-

bi iyeneben iseT meTodebs, rogoricaa, dakvirveba, gamokiT-

xva da eqsperimenti.

dakvirveba kvlevis iseTi meTodia, rodesac pirveladi

informaciis mopoveba uSualod momxmarebelTa jgufebze

dakvirvebiT xdeba. dakvirvebis gavrcelebuli formaa myid-

velis qmedebis procesSi warmoqnili qceva da situaciebi.

magaliTad, samomxmareblo saqonlis marketeri SeiZleba su-

permarketSi daakvirdes myidvelTa qcevas — Tu rogor aRmo-

aCenen isini saWiro saqonels, rogor aTvaliereben saqonlis

garegan saxes, amowmeben SefuTvas da rogor iReben gadawyve-

tilebas saqonlis SeZenis Sesaxeb. dakvirvebis aSkara magali-

Tia agreTve sabanko marketerebis qmedeba axali filialis an

momsaxurebis centris gaxsnis winaperiodSi — swavloben Ser-

Ceul raions, ikvleven dasaxlebis simWidroves, azusteben

transportis moZraobis marSruts, aanalizeben konkuren-

tTa qselis ganlagebas da a. S. dakvirveba aRmoCeniTi kvle-

vis yvelaze gavrcelebuli meTodia.

gamokiTxva marketinguli kvlevis iseTi meTodia, rom-

lis mixedviT pirveladi monacemebis mopoveba xdeba uSua-

lod mosaxleobidan maTi codnis, gamocdilebis, saqmisadmi

damokidebulebis da saqonlis Sesyidvis procesSi qcevis ga-

movlenis safuZvelze.

129

gamokiTxvis meTodis realizaciis farTod gavrcele-

buli saSualebaa dakavSirebis iseTi meTodebi, rogoricaa:

fosta, telefoni, pirdapiri gamokiTxva da eleqtronuli

saSualebebi (interneti). TiToeul meTods gaaCnia Tavisi

Zlieri da susti mxareebi. safosto gamokiTxva umjobesia Ca-

tardes panelis meSveobiT. misi dadebiTi mxare is aris, rom

igi didi moculobis informaciis mcire xarjebiT Segrove-

bis saSualebas iZleva, maRalia monacemTa kontrolis efeq-

ti da a. S. misi nakli is aris, rom nelia monacemTa Segrovebis

siCqare. es ukanaskneli Zalze swrafia telefonis gamoyene-

bis SemTxvevaSi, magram SezRudulia monacemTa raodenoba da

didia maTi mopovebis xarjebi. monacemTa didi raodenobiT

Segorvebis da mcire danaxarjebis TvalsazrisiT karg Sedegs

iZleva pirdapiri gamokiTxva, Tumca aseT SemTxvevaSi sustia

monacemTa efeqtis kontroli. monacemebis Segrovebis sis-

wrafis da mcire xarjebis poziciidan saukeTeso Sedegis ma-

tarebelia monacemTa mopovebis eleqtronuli saSualebebi,

Tumca aq ramdenadme sustia monacemTa kontrolis saSuale-

bebi. gamokiTxvis meTodi aRwerilobiT kvlevis saukeTeso

saSualebaa.

eqsperimentuli marketinguli kvleva iseTi meTodia,

romelic gulisxmobs kvlevis miznis Sesatyvisi saeqsperto

jgufis formirebas, maTdami davalebis Sesabamisi kiTxvaris

darigebas da jgufebis sapasuxo reaqciis Sefasebas. es meTo-

di emyareba e. w. eqspertul Sefasebas. eqsperimenti saSuale-

bas iZleva dadgindes kavSiri movlenis gamomwvev mizezebsa

da Sedegebs Soris, ris gamoc igi mizez-Sedegobrivi kvlevis

safuZvelia.

marketinguli kvlevis momdevno sakiTxebi gulisxmobs

kvlevis gegmis realur ganxorcielebas. gegmis Sesruleba

iwyeba monacemTa SegrovebiT, damuSavebiT, analiziTa da

ganzogadebiT. monacemTa Segrovebas ZiriTadad axdenen

firmis marketinguli samsaxuris TanamSromlebi. saWiroebis

SemTxvevaSi isini iyeneben sxva organizaciebis momsaxureba-

sac. informaciis saimedoba metad mniSvnelovania swori su-

raTis misaRebad, amitom igi yovelmxriv unda Semowmdes. sa-

Wiro xdeba monacemTa logikuri kontroli, calkeuli prob-

lemis monitoringi, miRebuli pasuxebis identifikacia, res-

podentisa da interviueris mier daSvebuli gadacdomebis

aRmofxvra da sxva. monacemebis dazustebis Semdeg xdeba ma-

130

Ti erTgvarovani niSnis mixedviT dajgufeba, samuSao cxri-

lebis Sedgena, statistikuri maCveneblebis gamoTvla, ana-

lizisaTvis momzadeba da ganzogadeba.

marketinguli kvlevis daskvniT safexurze xdeba kvle-

vis Sedegebis dazusteba da angariSis Sedgena. marketinguli

kvlevis specialistebma (marketerebma) Sedegebi unda gan-

marton, gamoitanon saTanado daskvnebi, SeaTanxmon igi mar-

ketingis menejerTan da gaiTvalsiwinos misi saqmiani winada-

debebi. marketingis specialistsa da menejers Soris disku-

siam saboloo jamSi SeiZleba kvlevis Sedegebi saukeTeso va-

riantamde miiyvanos. amitom maTi muSaoba saqmiani kontaqte-

bisa da urTierTndobis safuZvelze unda warimarTos. ko-

reqtirebuli angariSis saboloo varianti unda waredginos

firmis xelmZRvanelobas. angariSi ar unda gadaitvirTos

zedmeti cifrebiT da statistikuri gaangariSebiT. aq unda

aisaxos mxolod mniSvnelovani aRmoCenebi da Sedegebi, rac

safuZvlad daedeba marketinguli gadawyvetilebebis dasa-

buTebas.

131

Tavi 7. momxmarebelTa Seswavla

7.1. momxmarebelTa tipologia da misi ganmsazRvreli faqtorebi

momxmarebelTa cnebaSi igulisxmeba adamianTa erTob-

lioba, romlebic TavianTi moTxovnilebis dakmayofilebis

mizniT moixmaren maT xelT arsebul materialur da sulier

sikeTes. moxmarebis procesis miznisa da daniSnulebis gaT-

valiswinebiT ganasxvaveben pirad (saboloo) moxmarebas da

sawarmom moxmarebas. marketinguli saqmianobis praqtikaSi

moxmarebis am or saxeobis TaviseburebaTa gaTvaliswinebiT

ganasxvaveben samomxmareblo saqonlis bazars da sawarmoo

daniSnulebis saqonlis bazars.

samomxmareblo saqonlis bazarze mosaxleoba SeiZens

mravalferovan sasursaTo da arasasursaTo saqonels. mom-

xmareblebi bazarze gansxvavebul moTxovnebs avlenen da

sxvadasxvagvar qcevebs amJRavneben. amis gamo marketingis

samsaxuri orientacias iRebs ara `zogad momxmarebelze~,

aramed momxmarebelTa calkeul jgufze, romelic Tavisi

qceviT da moTxovnebiT axlos daganan erTmaneTTan.

erTgvarovani niSnis mixedviT momxmarebelTa gaerTia-

nebiT miReba momxmarebelTa jgufi anu tipi. garkveuli niS-

nis mixedviT momxmarebelTa erTobliobidan erTgvarovani

tipebis gamocalkavebas momxmarebelTa tipologia ewodeba.

tipologia warmoadgens momxmarebelTa Seswavlis erT-erTi

mniSvnelovan meTods.

momxmarebelTa tipologia xdeba garkveuli niSnis mi-

xedviT. maT Soris ZiriTadia:

� ekonomikuri (qonebrivi uzrunvelyofa, Semosavlis

wyaro, Semosavlis done da dinamika) niSani;

� socialuri (socialuri mdgomareoba, Tanamdebob-

rivi statusi, profesia) niSani;

� demografiuli (sqesi, asaki, ojaxis Semadgenloba,

sacxovrebeli adgili) niSani.

momxmarebelTa tipologiis aRniSnuli niSnebi yalib-

deba garkveul faqtorTa gavleniT. es faqtorebi erTiande-

ba ramdenime ZiriTad jgufSi.

132

marketingis Tanamedrove saxelmZRvaneloebSi es faq-

torebi gaerTianebulia oTx (kulturul, socialur, pirov-

nul, fsiqologiur) jgufad. sakiTxis ufro siRrmiseuli

ganxilvis mizniT maT saWiroa daematos ramdenime faqtori,

ris Sedegadac faqtorTa jgufi warmodgenilia Semdegi sa-

xiT:

� ekonomikuri faqtorebi;

� socialuri faqtorebi;

� kulturuli faqtorebi;

� pirovnuli faqtorebi;

� profesiuli faqtorebi;

� fsiqologiuri faqtorebi.

aRniSnuli jgufis faqtorTa gavlena momxmarebelTa

qcevis procesze gansxvavebulia:

1. ekonomikuri xasiaTis faqtorTa moqmedeba ZiriTa-

dad qonebrivi uzrunvelyofiTa da Semosavlebis

doniT ganisazRvreba. maTi gavleniT yalibdeba

momxmarebelTa tipebi uRaribesidan umdidresamde.

amerikeli sociologebi sazogadoebis Svid Ziri-

Tad jgufs yofen: 1. zeda — umaRlesi. 2. qveda —

umaRlesi. 3. zeda — saSualo. 4. qveda — saSualo. 5.

muSaTa klasi. 6. zeda — dabali. 7. qveda — dabali.

mosaxleobis ukiduresi jgufebis Semosavlebis

doneebs Soris mniSvnelovania mdidrebis saxiT. Ama-

Ti wili qveynis mTlian mosaxleobaSi 3 procents

ar aRemateba. mesame da meoTxe jgufi warmodgeni-

lia saSualo feniT, romelTa wilad modis qveynis

mosaxleobis — 44%, xolo SedarebiT dabalSemosav-

liani fena warmodgenilia mexuTe — meSvide katego-

riiT da maT wilad modis qveynis mosaxleobis —

53%, sxvadasxva jgufis mosaxleobis Semosavlebis

doneSi arsebuli mniSvnelovani gansxvavebis gamo

bazarze ukiduresi jgufebis interesebi kardina-

lurad gansxvavebulia. mosaxleobis mdidari fena

bazarze SeiZens maRali kvebiTi Rirebulebis pro-

duqtebs, Zvirfas tansacmels, antikvarul nivTebs,

Zvirad Rirebul samkaulebs, avtomobilebs da a. S.

dabali Semosavlebis mqone jgufebi moklebulia am

sikeTes da maTi orientacia iaffasian kvebis pro-

133

duqtebs, tansacmels da sayofacxovrebo nivTebs

ar scildeba.

2. socialur faqtorTa moiazreba referentuli jgu-

febi, ojaxi, pirovnebis adgili da statusi sazoga-

doebaSi. socialuri klasi aerTianebs sazogadoebis

erTgvarovan jgufs, romlis wevrebsac erTiani

mdgomareoba, faseulobebi da qcevis wesebi gaaCni-

aT. referentul jgufebSi erTiandeba megobrebi,

kolegebi, mezoblebi, koleqtivi da sxva, romelTa

pirdapiri da arapirdapiri gavleniT yalibdeba

momxmarebelTa midrekileba da Cvevebi arsebiTia

ojaxis wevrTa urTierTgavlena. misi meSveobiT ya-

libdeba ojaxis wevrTa saerTo warmodgenebi, ge-

movneba, miswrafeba, Cvevebi. tradiciuli an Zvi-

radRirebuli nivTebis SeZena ojaxis wevrTa urTi-

erTSeTanxmebiT xdeba. agreTve mniSvnelovan gav-

lenas axdens momxmarebelTa qcevaze pirovnebis

socialuri adgili da statusi. maTi cvlileba iw-

vevs moqalaqis da misi ojaxis wevrebis moqmedebis

koreqtirebas garesamyarosTan.

3. kulturuli faqtorebi arsebiT gavlenas axdens

adamianTa samomxmareblo Cvevebis Camoyalibebaze.

sociologebi miiCneven, rom adamianTa kulturis

done sazogadoebasTan xangrZlivi urTierTobis

Sedegad yalibdeba. kultura aris faseulobaTa aR-

qmis, survilebisa da qcevebis erToblioba, romel-

sac pirovneba ojaxisa da sxva mniSvnelovani insti-

tutebTan urTierTobaSi eufleba. maRali kultu-

ris mqone adamianebi gadawyvetilebebs cxovrebis

pirobebis Secnobis kvalobaze Rebuloben. dabali

kulturis momxmareblisaTvis damaxasiaTebelia ga-

dawyvetilebis miReba instiqtisa da mimbaZvelobis

safuZvelze. kulturuli faqtoris gvalena xSirad

konkretdeba viwro kulturuli anu subkulturu-

li CvevebiT. subkultura adamianTa kulturis Se-

madgeneli nawilia. igi damaxasiaTebelia admianTa

konkretuli jgufisaTvis, romelsac cxovrebiseu-

li gamocdilebis da msgavs situaciebze dafuZne-

buli erTian faseulobaTa sistema gaaCniaT. sub-

kultura dakavSirebulia mraval faqtorTan. maga-

134

liTad, religiur (qristianoba, islami, budizmi da

sxva) erTobasTan, partiul (respublikelebi, de-

mokratebi, leiboristebi, socialistebi da a. S.) Se-

xedulebebTan, regionul (qarTli, kaxeTi, imereTi

da sxv.) da sxva TaviseburebasTan.

4. pirovnuli faqtorebi yalibdeba asakis, cxovrebis

xangrZlivobis etapebis, saqmianobis xasiaTis,

cxovrebis stilis, pirovnuli Tvisebebis da sxva

niSnebis gavleniT. momxmareblebi saqonlis SeZenis

Sesaxeb gadawyvetilebas cvlian asakis cvlilebas-

Tan dakavSirebiT. sxvadasxva asakSi icvleba adamia-

nis kvebis racioni, drois biujetis gamoyenebis

reglamenti, Cacmulobis stili da sxva. cxovrebis

xangrZlivobis sxvadasxva etapze adamianebi cvlian

garemosadmi damokidebulebas. ase magaliTad, mar-

toxela axalgazrdebi umetesad garTobas, avtoman-

qanebs, stereoaparaturas, sasporto tansacmels

da inventars etanebian; col-qmari, romelTac mci-

rewlovani (6 wlamde) asakis bavSvebi yavT umetesad

bavSvTa kvebis produqtebs, sarecx saSualebebs,

bavSvis tansacmels da saTamaSoebs SeiZens. mSoble-

bi, romlebsac ufrosi asakis bavSvebi yavs, met in-

teress amJRavneben saskolo nivTebis, saxelmZRva-

neloebis, musikaluri instrumentebis, tansacmlis

da sxva sagnebis mimarT; xandazmuli mSoblebi (ro-

melTa Svilebi damoukideblad cxovroben) mets

fiqroben dasvenebaze, maTi sazrunavia dieturi

kveba, medikamentebi, samedicino momsaxureba da a.

S. pirovnuli faqtorebidan momxmarebelTa qcevaze

arsebiT gavlenas axdens cxovrebis stili anu pi-

rovnebis cxovrebis wesi, romelic aisaxeba mis saq-

mianobaSi, SexedulebebSi, interesebSi da qcevaSi.

5. saqmianobis saxe anu profesia xSirad gansazRvravs

momxmarebelTa damokidebulebas sagnebisadmi. ma-

galiTad, muSas specialuri tansacmeli sWirdeba,

mecnier-TanamSormels Jurnal-gazeTebi, wignebi

da a. S.

6. fsiqologiuri xasiaTis faqtorebSi erTiandeba

adamianTa grZnobadi Semecnebis iseTi formebi, ro-

goricaa SegrZneba, aRqma da warmodgena. isini mWid-

135

ro urTierTkavSirSi imyofebian, aRZraven saWiroe-

bas da qmnian safuZvels saboloo gadawyvetilebis

misaRebad.

SegrZnebis procesSi adamianebi Rebuloben Tavdapir-

velad informacias sagnebisa da movlenebis obieqtur Tvise-

bebze. amis safuZvelze isini aRiqvamen Sesabamis sagnebs da

movlenebs da eqmnebaT warmodgena maTze. adamianTa grZnoba-

di Semecnebis es formebi azrovnebis procesSi (cneba, msje-

loba, daskvna) gardaiqmneba realur (racionalur) Semecne-

bad. adamianebs eqmnebaT Sexedulebebi da mosazrebebi sagan-

ze, movlenaze, procesze, riTac isini xelmZRvaneloben ga-

dawyvetilebis miRebis proceSi.

martivi magaliTis safuZvelze SeiZleba gadmoices

momxmareblis mier saqonlis SeZenis Sesaxeb gadawyvetilebis

miRebis sqema. kerZod, Tu rogor Rebulobs igi gadawyveti-

lebas SeiZinos Tbili palto, qurqi an qurTuki. Tavdapirve-

lad zamTris susxs pirovneba realurad klimatis cvlile-

basTan dakavSirebiT SeigrZnobs da amis safuZvelze aRiqvams

mas, rogorc movlenis garegan mxares. SegrZnebisa da aRqmis

es procesi permanentulia da saboloo jamSi saWiro ar aris

zamTris susxi, raTa pirovnebas Seeqmnas warmodgena, rom

zamTris dadgoma Tbil tansacmelze saWiroebas iwvevs. az-

rovnebis procesSi adamians aseT saWiroebaze eqmneba war-

modgena, iwyebs masze msjelobas da akeTebs garkveul das-

kvnas. vinaodan damdegi zamTris sezonisTvis mas ar gaaCnia

Tbili tansacmeli. saWiroa SeiZinos igi. bunebrivi azrovne-

bis procesi aq ar wydeba. momxmarebelma marTalia gaakeTa

zogadi daskvna Tbili tansacmlis SeZenis Sesaxeb, magram

Semdeg igi iwyebs am daskvnis konkretizacias. ubrundeba

msjelobis process:

� romeli maTgani — palti, qurqi, Tu qurTuki SeiZi-

nos? rogori modelis an feris SeiZinos?

� ra fasiani SeiZinos?

� xom ar sjobs palto da qurTuki, an palto da qurqi

SeiZinos? da a. S.

gadawyvetilebis miRebis es procesebi dakavSirebulia

momxmarebelTa mier bazarze qcevis motivebis gansazRvras-

Tan anu motivaciasTan.

motivacia aris mamoZravebeli Zala, romelic aiZulebs

pirovnebas, eZebos moTxovnis dakmayofilebis gzebi. motiva-

136

cia moicavs gamovlenis aqtiuri formas, romelic momxma-

reblis gacnobierebuli moTxovnidan gamomdinareobs da mi-

marTulia mis dakmayofilebis gzebis Ziebisaken. marketingu-

li saqmianobis erT-erTi amocanaa momxmarebelTa gadawyve-

tilebis motivaciis problemebis analizi.

sociologebisa da fsiqologebis mier damuSavebulia

momxmarebelTa qcevis motivaciis Teoriebi (modelebi). maT

Soris ZiriTadia z. froidis, a maslous, f. herbergis da sxvaTa

Teoriebi.

z. froidis fsiqoanalizuri Teoriis mixedviT adamia-

nis qceva or umTavres sawyiss — emociur da racionalur ga-

dawyvetilebas Soris meryeobs. adamians mravali ocneba, mis-

wrafeba, Cveva gaaCnia da misTvis advili ar aris maTi realu-

ri samyaros kanonebTan SeTanawyoba. amitom mizanSewonilia

maTi qcevis formirebaSi miznobrivi Careva. kerZod, momxma-

rebels SeiZleba gaegzavnos mimarTva, romliTac eZleva rCe-

va Tu rogor moiqces konkretuli gadawyvetilebis miRebis

(romeli saqoneli, visgan, ramdeni da a. S. SeiZinos) procesSi.

es ar gamoricxavs adamianis pirad samyaroSi SeWras da maTi

ocnebis, miswrafebis, ideebis qcevis normebis xelovnur

formirebas. magram aRniSnuli Teoria mas adamianTa keTil-

dReobas ukavSirebs da amdenad dasaSvebad miiCnevs.

a. maslous Teoria cdilobs pasuxi gasces problemas —

ratomaa, rom adamianebs sxvadasxva droSi gansxvavebuli

moTxovnileba gaaCnia? problemis axsnis mizniT igi adamian-

Ta moTxovnilebis xuT safexurian sistemas gvTavazobs:

1. fiziologiuri moTxovnileba (SimSili, wyurvili,

sicive);

2. TviTgadarCena (janmrTeloba, usafrTxoeba);

3. socialuri moTxovnilebebi (siyvaruli, sulieri

siaxlove, grZnoba);

4. pativmoyvareoba (TavisTavisadmi pativiscema, aRiareba,

statusi);

5. TviTdamkvidreba (TviTganviTareba, damoukidebeli

moqmedeba).

am sistemis mixedviT adamiani miiswrafis moTxovnile-

baTa erTobliobidan yvelaze mniSvnelovanis dakmayofile-

bisaken. es procesi garkveuli etapebis mixedviT xorciel-

deba. magaliTad, mSier adamians (moTxovnileba 1) ar aintere-

sebs, Tu rogor afaseben mas garSemo myofni (moTxovnileba

137

3) da arc politikuri aRiareba da dafaseba (moTxovnileba

4). ufro metic, igi mniSvnelobas ar aniWebs janmrTelobasac

ki (moTxovnileba 2). marketerma alRo unda auRos momxmare-

belTa qcevis motivaciis am Taviseburebas.

f. herbergis Teoriis mixedviT momxmarebelTa qcevis mo-

tivacia emyareba or faqtors — moTxovnilebis daukmayofi-

leblobasa da dakmayofilebas. momxmarebeli meryeobs am or

faqtors Soris. magaliTad, momxmarebels, romelsac gaaCnia

1000 dolari SeuZlia SeiZinos sawoli garnituri an daisve-

nos zRvaze. erT-erTis dakmayofileba niSnavs meoreze, ua-

ris Tqmas. Tu igi SeiZens sawol garniturs uari unda Tqvas

zRvaze dasvenebis siamovnebaze. igi meryeobs am or faqto-

ris Soris. marketerma momxmareblis aseTi tipi unda ganaw-

yos Tavis firmis sasargeblod.

saqonlis SeZenisadmi myidvelTa qcevis motivebs yofen

racionalur da emociur motivebad. racionalur motivebi-

dan gansakuTrebiT aRniSnaven: saxsrebis momWirneobas; sa-

qonlis xarisxsa da sargeblianobas; gamoyenebis aucileblo-

basa da Sedegebs da a. S. emociur motivebs miakuTvneben:

sxvasTan SedarebiT upiratesobis grZnobas; sxvisgan gansxva-

vebis survils; komfortis grZnobas, aRfrTovanebas da SiSs;

garTobas da a. S. yovelive es marketingis samsaxurma unda ga-

iTvaliswinos bazarze saqmianobis kompleqsuri programis

Sedgebisa da ganxorcielebis procesSi.

7.2. samomxmareblo saqonlis SeZenis procesi

samomxmareblo saqonlis bazarze gamyidvelsa da myid-

vels Soris uSualo kontaqti myardeba. gamyidvels gadaw-

yvetili aqvs gayidos saqoneli garkveul fasSi da elodeba

myidvelis mier saqonlis SeZenis Sesaxeb gadawyvetilebis mi-

Rebas. es procesi miuxedavad imisa, rom erTi SexedviT mar-

tivad gamoiyureba, sakmaod rTuli da etapobrivia.

saqonlis SeZenis Sesaxeb myidvelTa gadawyvetilebis

miRebis procesis ZiriTadi etapebia: problemis gacnobiere-

ba; informaciis mokvleva; variantis Sefaseba; gadawyvetile-

bis miReba da nayidobis sisworis Sefaseba.

1. problemis gacnobiereba (Secnoba) iwyeba momxma-

reblis mier saqonlis SeZenis aucileblobis da Se-

saZleblobis SegrZnebis, aRqmis, warmodgeniT da

138

gaazrebiT. saqonlis SeZenis survili aRiqmeba gare

samyaros (saqonlis naxva, mibaZva da a. S.) an Sinagani

faqtorebis (saWiroeba, aucilebloba da a. S.) gav-

leniT. marketeri unda gaerkves ra survili uCnde-

ba myidvels? ram warmoSva survili? ra saxiT ze-

moqmedebs momxmarebelze calkeuli faqtori da a.

S.

2. informaciis mokvleva (mopoveba) miznad isaxavs sa-

qonlis niSan-TvisebebSi momxmarebelTa gacnobie-

rebas. miRebulma informaciam SeiZleba gaaZlieros

saqonlis SeZenis survili an piriqiT Seasustos igi.

marketeri unda ecados saTanado saSualebebiT

(reklama, saqonlis Tvisebebis TvalsaCinoeba da a.

S.) xeli Seuwyos informaciis dadebiTi Sedegebis

amaRlebas.

3. variantis anu alternativis Sefaseba gulisxmobs

erTgvarovani saqonlidan xelsayreli modelis ar-

Cevas. farTo diapazonis asortimentis saqonlis

pirobebSi momxmarebeli cdilobs SearCios sauke-

Teso (modeli, xarisxi, feri, fasi da a. S.). magali-

Tad, kostiumis SeZenis dros momxmarebeli gansa-

kuTrebul yuradRebas iCens modelis, qsovilis sa-

xis, feris, Sekervis xarisxis, fasis da sxva niSnebis

mimarT. amasTan sxvadasxva kategoriis momxmarebe-

li upiratesobas aniWebs ama Tu im niSans. mdidari

angariSs ar uwevs saqonlis fass, xolo Raribi ar-

sebiTad swored masze amaxvilebs yuradRebas.

4. saqonlis SeZenis Sesaxeb gadawyvetilebis miReba

yidva-gayidvis procesis yvelaze sapasuxismgeblo

etapia. saqonlis SerCeva jer kidev ar niSnavs, rom

myidveli aucileblad SeiZens mas. aq SeiZleba Tavi

iCinos sawinaaRdmego faqtorebma. magaliTad, me-

gobris rCevam, ojaxuri mdgomareobis cvlilebam,

jamrTelobis gauaresebam, cnobam samuSaodan gan-

Tavisuflebis Sesaxeb da a. S. es faqtorebi gansa-

kuTrebiT iCens Tavs xangrZlivi moxmarebisa da Zvi-

rad Rirebuli saqonlis SeZenis Sesaxeb gadawyveti-

lebis miRebis dros.

5. gayidobis sisworis Sefaseba warmoadgens myidve-

lis mier saqonlis SeZenis Semdgom qcevas. am etapze

139

irkveva myidvelis damokidebuleba SeZenili saqon-

lis mimarT. saqonlis SeZeniT igi SeiZleba iyos kma-

yofili, Zalian kmayofili, ukmayofilo an Zalian

ukmayofilo. es Sefaseba warmoadgens safuZvels.

romlis mixedviTac myidveli aregulirebs Tavis

Semdgom qcevebs. kmayofili myidveli siamovnebiT

moixmars nayid saqonles, kvlav SeiZens mas, keTi-

lad ganawyobs axloblebs mis SesaZenad da a. S. sawi-

naaRmdego qmedeba axasiaTebs ukmayofilo myid-

vels. yovelive amas arsebiTi mniSvneloba aqvs gam-

yidvelTaTvisac. gamyidvelis saukeTeso reklama —

es kmayofili myidvelia.

saqonlis SeZenis Semdeg myidvels arc Tu iSviaTad

warmoeqmneba aRfrTovanebis an imedgacruebis grZnoba. aR-

frTovaneba warmoiqmneba maSin, roca nayidi saqoneli Tavisi

TvisebebiT aWarbebs mosalodnel efeqts. magaliTad, nayidi

avtomanqanis eqsploatacia iZleva sawvavis ufro met dana-

zogs, vidre es saeqsploatacio pirobebSia miTiTebuli. mom-

xmarebelTa praqtikaSi arc Tu iSviaTia imedgacruebiT ga-

mowveuli diskomforti. aseT SemTxvevaSi SenaZeni iZleva e.

w. SemecnebiT disonanss, rac uaryofiTad moqmedebs myidve-

lis momavali saqmianobis Sedegze. SemecnebiTi disonansi es

aris myidvelis diskomfortiT gamowveuli yidvis Semdgomi

ukmayofileba. rodesac myidveli aseT mdgomareobaSi aR-

moCndeba, igi aRniSnulis Sesaxeb avrcelebs informacias Ta-

vis garemocvaSi, riTac Tavis gavlenis qveS aqcevs maT. Sede-

gi ki is aris, rom ukmayofilo myidveli iqceva SeunarCune-

bel myidvelad da amave dros aferxebs myidvelTa mizidvas,

vinaidan es ukanasknelni ukmayofilo myidvelis gavleniT

arakeTolganwyobili rCebian mocemuli saqonlis mimarT.

firmebis mesveurebis, pirvel rigSi marketingis samsaxuris,

Zalisxmeva mimarTuli unda iyos analogiuri SemTxvevebis

ganmtkicebisaken. maT yovelmxriv unda ecadon (gamoasworon

defeqti, Seucvalon nayidi saqoneli da a. S.) daibrunon uk-

mayofilo myidveli, aqcion igi SenarCunebul myidvelad da

amiT uzrunvelyon axali myidvelis momxrobac.

140

7.3. sawarmoo daniSnulebis saqonlis SeZenis proce-sis Taviseburebebi

sawarmoo daniSnulebis saqoneli anu warmoebis saSua-

lebebi moicavs manqanebs, mowyobilobebs, naxevarfabrika-

tebs, nedleuls, masalebs da sxva saxis saqonels. am saqon-

lis myidvelebi arian biznesmenebi da firmebi (kerZo pirebi,

sawarmoebi, organizaciebi da a. S.). sawarmoo daniSnulebis

saqonlis bazari ekonomikur literaturaSi formulirdeba,

rogorc biznes (saqmiani) bazari. saqarTveloSi moqmedi ka-

nonmdeblobis Sesabamisad funqcionirebs biznesis Semdegi

saxis organizaciul-samarTlebrivi formebi: individualu-

ri sawarmo; solidaruli pasuxismgeblobis sazogadoeba; ko-

mandituri sazogadoeba; SezRuduli pasuxismgeblobis sa-

zogadoeba; saaqcio sazogadoeba; kooperativi.

aRniSnuli organizaciuli firmebi warmoadgenen biz-

nes bazris subieqtebs. bazrisadmi maTi damokidebuleba or-

mxrivia. erTi mxriv, bazarze yiduloben sawarmoo daniSnu-

lebis saqonels da gvevlinebian, rogorc myidvelebi. meore

mxriv, yidian sakuTar produqcias da bazarze gamodian, ro-

gorc gamyidvelebi.

sawarmoo daniSnulebis saqonlis myidvelTa saqmianoba

garkveulad gansxvavdeba samomxmareblo saqonlis myidvel-

Ta saqmianobisagan. maT Soris arsebuli gansxvaveba ZiriTa-

dad asaxulia qvemoT motanil cxrilSi 7.1.

sawarmoo daniSnulebis saqonlis SeZenis procesi Sem-

degi etapebisagan Sedgeba: problemis gacnobiereba (Secno-

ba); moTxovnis ganzogadeba; saqonlis niSan-Tvisebis Sefase-

ba; mimwodeblis SerCeva; SekveTis Sedgena; mimwodeblis saq-

mianobis Sefaseba; saqonlis SeZenis Sesaxeb gadawyvetilebis

miReba. saqonlis SeZena da yidvis Semdgomi Sefaseba.

1. saqonlis SeZenis calkeuli etapi ganicdis iseTi

kompleqsuri faqtorebis gavlenas, rogoricaa: ga-

remomcveli faqtorebi; organizaciuli faqtore-

bi; pirovnebaTSorisi urTierTobebis ganmsazRvre-

li faqtorebi; individualuri (pirovnuli) faqto-

rebi.

2. garemomcveli viTareba (garemo) gulisxmobs, rom

myidveli ganicdis iseTi faqtorebis gavlenas ro-

goricaa: mimdinare moTxovna; biznesis ganviTarebis

141

done; ekonomikis mimdinare mdgomareoba da pespeq-

tivebi; mecnierul-teqnikuri progresis tempebi;

konkurentTa mdgomareoba; politikuri situaciebi

da sxv.

cxrili 7.1.

sawarmoo da samomxmareblo daniSnulebis saqonlis Sesyidvis Taviseburebebi

maCveneblebi sawarmoo

daniSnulebis

saqoneli

samomxmareblo (piradi

moxmarebis) saqoneli

myidveli subieqti sawarmoebi da

organizaciebi

individi, ojaxi

SeZenis daniSnuleba gadamuSaveba-

gamoyeneba an gayidva

piradi an saojaxo

moxmareba

myidvelTa raodenoba mcirericxovani mravalricxovani

SeZenis masStabi did partiebad,

biTumad

mcire partiebad,

calobiT,

kilogramobiT da a. S.

SeZenis bazari produqciis gamoSveba piradi moxmareba

gadawyvetileba

SeZenis Sesaxeb

ZiriTadi koleqtiuri ZiriTadad

individualuri

SeTanxmebis miRweva molaparakebis

safuZvelze

molaparakebis gareSe

SeZenis dokumenturi

safuZveli

specifikacia,

teqnikuri

dokumentaciebi

aRweriloba, moda,

sertifikati

fasTan

damokidebuleba

saqonlis fasis da

mimwodeblis

gamokvleva

arsebuli fasis

gaTvaliswineba

moTxovnis xasiaTi mwarmoebluri aramwamoebluri

moTxovnis cikluroba maRali cikluri

cvalebadoba

iSviaTi cikluri

cvalebadoba

moTxovnis

elastikuroba

araelastikuri elastikuri

saqonelgamtari

arxebi

mcire gacilebiT meti

3. pirovnebaTaSoris urTierTobis faqtorebi warmo-

adgens firmis funqciuri samsaxurebis (m. S. marke-

tingis samsaxurebis), menejerebisa da specialiste-

bis saqmiani Tvisebebis kompleqss. es urTierTobebi

142

moicavs: urTierTinteresebs; urTierTSoris ufle-

bamosilebaTa ganawilebas; urTierTgagebas; Tanam-

SromelTa funqciis swor gagebas; sakuTari Tavis

wardgenis da sxvis darwmunebis unars. firmis wev-

rebs kargad aqvT ganviTarebuli unarTa es kompleq-

si biznes bazris problemebi warmatebiT gadaiWreba

da miiRweva sasurveli Sedegebi, SesaZlebeli gaxde-

ba saqmianobis warmarTva efeqtianad.

4. organizaciuli faqtori moicavs: marTvis organi-

zebis dones; samTavrobo miTiTebebs; saqmianobis

meTodebs; organizaciul struqturas; gasaRebis

meqanizms da sxva.

pirovnul-individualuri urTierTobebi aerTianebs

faqtorebis erTobliobas, romelic dakavSirebulia biznes-

menTa (mewarmeTa) subieqtur TvisebebTan. am jgufSi Tavs iy-

ris Semdeg konkretuli faqtorebi: uflebamosileba; statu-

si; Tanamdebobrivi mdgomareoba; piradi avtoriteti; garda-

saxvis SesaZlebloba; darwmunebis unari, riski da sxva.

sasurvelia, rom biznes bazarze dacul iqnes asakobri-

vi da genderuli harmonia. gadawyvetilebis miRebis proces-

Si muSakebi SerCeul unda iqnes saqmiani TvisebebiT da ara

asakobrivi an sqesobrivi niSniT. gaTvaliswinebul unda iq-

nes, rom axalgazrdebSi momatebulia riskis faqtori, xan-

dazmulebi ki umeteswilad TavSekavebulebi arian, magram

didi gamocdileba gaacniaT. qalbatonebi ufro saTuTi da-

mokidebulebiT gamoirCevian, vidre mamakacebi da a. S.

firmis momarageba-gasaRebis (logistikis), marketin-

gis sxva samsaxurebi iTvaliswineben aRniSnul faqtorebis

moqmedebis Taviseburebebs da amis safuZvelze Rebuloben

komerciul gadawyvetilebas, romelic unda emyarebodes

momxmarebelTa yovelmxriv Seswavlas.

143

Tavi 8. bazrebis gamokvleva da

segmentacia

8.1. bazris gamokvleva da misi obieqtebi

bazris erTian sistemaSi mniSvnelovani adgili ukavia

sasaqonlo bazars. igi warmoadgens bazris iseT saxeobas, sa-

dac koncentrirebulia saqonelze moTxovna-miwodebisaTvis da-

maxasiaTebel urTierTobaTa erToblioba.

sasaqonlo bazrebi warmodgenilia sxvadasxva saxis sa-

qonlis bazris saxiT. calkeuli saxis saqonlis bazris gamo-

yofas safuZvlad udevs saqonlis niSan-Tviseba (daniSnule-

ba, xarisxi, samomxmareblo Tvisebebi da gamoyenebis Tavise-

burebani). sasaqonlo bazris klasifikaciis procesSi erTma-

neTisagan ganasxvaveben bazris or ZiriTad saxeobas:

1) sawarmoo daniSnulebis saqonlis (warmoebis saSua-

lebebis) bazars, romelic moicavs manqanebis, mow-

yobilobis, nedleulis, masalebis, naxevarfabrika-

tebis da sxva saxis saqonlis bazars;

2) samomxmareblo (piradi moxmarebis) saqonlis ba-

zars, romelic Tavdapirvelad iyofa sasursaTo da

arasasursaTo saqonlis bazrebad. sasursaTo sa-

qonlis bazridan gamoiyofa purproduqtebis, Saq-

ris, xorcis, rZis, xil-bostneulis da kvebis sxva

produqtebis bazari. arasasursaTo saqonlis baza-

ri iyofa qsovilebis, Sekerili nawarmis, fexsac-

mlis, avejis, rkina-kaveulis da mravali sxva saxis

saqonlis bazrad.

sasaqonlo bazarze mimdinare procesebi sxvadasxva pi-

robebisa da faqtorebis gavleniT yalibdeba. maT Soris gan-

sakuTrebiT aRsaniSnavia mosaxleobis Semosavlebis done,

saqonlis miwodebis moculoba da struqtura, produqtis

xarisxi, fasi da sxva, romlebic saboloo jamSi gansazRvravs

bazarze moTxovna-miwodebis Tanafardobas. swored am faq-

torebis moqmedebis gavlenis SeswavliT iwyeba sasaqonlo

bazris gamokvleva.

sasaqonlo bazrebis kompleqsuri gamokvleva firmis

marketinguli saqmianobis organuli nawilia. sasaqonlo

bazris gamokvlevis mizania bazarze mimdinare movlenebisa

144

da procesebisaTvis damaxasiaTebeli kanonzomierebebis ga-

movlena, Sefaseba da maTi ganviTarebis konkretuli mimar-

Tulebis gansazRvra. zogadad kvleva da maT Soris bazrisa

ori ZiriTadi mimarTulebiT xdeba — igi gulisxmobs poziti-

ur da normalur kvlevas. pozitiuri kvleva gulisxmobs ba-

zarze arsebul mdgomareobis gamokvlevas. misgan gansxvave-

biT normatiuli kvleva scildeba arsebuli mdgomareobis

Seswavlis farglebs da cdilobs pasuxi gasces kiTxvas:

� rogori unda iyos sakvlevi problemis idealuri

mdgomareoba?

� rogor unda ganviTardes misTvis damaxasiaTebeli

movlenebi?

normatiuli kvlevis ganxorcieleba bazris gamokvle-

vis winaSe ayenebs Semdeg amocanebs:

� sasaqonlo bazris ganviTarebis Sesaxeb informaciis

mopoveba, damuSaveba da analizi;

� sasaqonlo bazris ganviTarebaze moqmedi faqtore-

bis gamovlena da maTi gavlenis donis Sefaseba;

� bazris ganviTarebis miRweuli donis gansazRvra;

� bazris ganviTarebis ZiriTadi mimarTulebebis

prognozireba da misi srulyofis rekomendaciebis Se-

muSaveba;

� prognozirebis realizaciisa da bazarze moqmedebis

programis Sedgena.

sasaqonlo bazris kompleqsuri gamokvlevis ZiriTadi

obieqtebi anu problemebi: moTxovna, miwodeba, fasi, konku-

rencia da sxva maCveneblebi. isini rTuli da mravalmxrivi

kategoriebia da xSirad sapirispiro mimarTulebiTac moqme-

deben. amitom bazris gamokvlevis procesSi saWiroa ganisaz-

Rvros TiToeuli maTganis adgili bazarze Seqmnili situa-

ciebis formirebaSi, dadgindes maTi urTierTzemoqmedebis

xarisxi da ganxorcieldes sabazro situaciebis Sefaseba.

sasaqonlo bazris gamokvlevis procesSi am maCveneble-

bis analizi gulisxmobs garkveuli principebisa da meTode-

bis gamoyenebas. maT unda uzrunvelyon kvlevis obieqtisad-

mi programul-miznobrivi, sistemuri, kompleqsuri da dife-

renciuli midgoma.

sawarmoTa marketingis samsaxurebi sasaqonlo bazris

gamokvlevis process anxorcieleben Tanmimdevrulad da

145

etapobrivad. gamokvlevis procesSi gansakuTrebuli yurad-

Reba eqceva moTxovnas, miwodebas, konkurencias, saqonlis

gayidvis mdgomareobas, bazris koniunqturas da sawarmos

saqmianobis sxva maCveneblebs. amis gaTvaliswinebiT bazris

gamokvlevis procesSi gamoyofen Semdeg ZiriTad etapebs:

� bazarze arsebuli moTxovnis gamokvleva;

� sasaqonlo miwodebis mdgomareobis gamokvleva;

� bazarze mimdinare konkurenciis gamokvleva;

� dargobrivi bazris koniunqturis gamokvleva;

� bazarze saqmianobis mizanSewonilobis gamokvleva.

mokled ganvixiloT aRniSnuli etapebis Tavisebureba-

ni.

1. moTxovnis gamokvleva gulisxmobs bazarze arsebu-

li da potenciuri (faruli) moTxovnis gamovlenas

da gaangariSebas. bazris gamokvlevis es etapi moi-

cavs iseT stadiebs rogoricaa: bazris segmentacia;

momxmarebelTa moTxovnis motivacia da daukmayo-

filebeli moTxovnis gansazRvra.

sasaqonlo bazris segmentacia niSnavs bazarze momxma-

rebelTa dayofas geografiuli, qonebrivi, sqesobriv-asa-

kobrivi da sxva niSnis mixedviT. am safuZvelze marketingis

samsaxurebi gansazRvraven sasurvel segments da TavianT

saqmianobaSi ZiriTad orientacias iReben masze.

momxmarebelTa moTxovnis warmomqmneli motivebi gani-

sazRvreba sxvadasxva faqtoris (fuladi Semosavlebis done,

sasaqonlo miwodebis moculoba da struqtura, fasebis do-

ne da sxva) gavleniT. momxmarebelTa moTxovnis motivaciaze

moqmedi faqtorebi erTmaneTTan mWidro kavSirSi imyofebi-

an. erTi maTganis cvlileba gavlenas axdens sxva faqtoris

moqmedebis xasiaTze da a. S. magaliTad, sxva Tanabar pirobeb-

Si fasebis Semcireba iwvevs moTxovnis sididis zrdas; es ki

arsebiT gavlenas axdens sabazro wonasworobaze da moiTxovs

sasaqonlo miwodebis gadidebas da a. S.

daukmayofilebeli moTxovnis gamovlena saSualebas

iZleva ganisazRvros saqonlis raodenoba, romelic saWiroa

damatebiT miewodos bazars. daukmayofilebeli moTxovnis

gamovlenis mizniT marketingis samsaxurebi iyeneben sxvadas-

xva meTods, romelTa Soris gansakuTrebiT aRsaniSnavia ga-

146

mokiTxvebi, gamofena-gayidvebi, eqspertuli Sefasebebi,

moTxovnis registraciis Jurnalebi da sxva.

2. sasaqonlo bazris srulfasovani Seswavla moiT-

xovs sasaqonlo miwodebis mdgomareobis da SesaZ-

leblobebis gamokvlevas. am etapze marketingis

samsaxurebi axdenen saqonlis miwodebisaTvis dama-

xasiaTebeli Semdegi maCveneblebis Seswavlas: sa-

qonlis miwodebis wyaroebis dadgena; mimwodebel

sawarmoTa SesaZleblobebis Seswavla; miwodebuli

saqonlis xarisxis, samomxmareblo Tvisebebis da

fasis analizi; miwodebis pirobebis Sesrulebis xa-

risxis da sxva parametrebis Seswavla da a. S.

analizis dros mimwodebelTa erToblioba SeiZleba

daiyos gansxvavebul jgufebad. maT Soris ZiriTadia: avan-

gardi sawarmoebi; perspeqtiuli sawarmoebi; CamorCenili sa-

warmoebi; uperspeqtivo sawarmoebi da sxva. avangard sawar-

moebisaTvis damaxasiaTebelia axali da moduri saqonlis mi-

wodebis wilis zrda, miwodebis struqturis swrafi ganaxle-

ba, saqonlis kargi xarisxi, miwodebis vadebis maqsimaluri

dacva da a. S. perspeqtiuli sawarmoebi xasiaTdebian samomav-

lo SesaZleblobebis (saqonlis warmoebis zrdisa da asorti-

mentis ganaxlebis SesaZleblobebi, xarisxis gaumjobeseba,

zomieri fasebi da a. S) farTo speqtriT. aseT sawarmoebTan

urTierToba gamyidvelTaTvis yovelmxriv xelsayreli da

sasurvelia, rasac moklebulia CamorCenili da uperspeqti-

vo sawarmoebi.

sasaqonlo miwodebis gamokvleva saSualebas iZleva ga-

nisazRvros samomavlo kavSirebi mimwodebel da savaWro sa-

warmoebs Soris. gamokvlevis procesSi gamoiyeneba eqsper-

tuli Sefasebis, gamofena-gayidvis, gamofena-daTvaliere-

bis da sxva meTodebi.

3. gamokvlevis momdevno etapze xorcieldeba bazar-

ze arsebuli konkurenciis analizi. es procesi wa-

rimarTeba Semdegi mimarTulebiT: aSkara da poten-

ciuri konkurentebis gamovlena; konkurentTa saq-

mianobis miznisa da strategiis analizi; konkuren-

tTa saqmianobis Zlieri da susti mxareebis gamov-

lena.

aSkara da potenciur konkurentTa gamovlena xorci-

eldeba ama Tu im sasaqonlo bazarze konkurentTa wilis

147

dadgenis gziT. am TvalsazrisiT mizanSewonilia konkuren-

tTa dajgufeba Semdegi niSnebis mixedviT: sawarmoebi, rom-

lebsac analogiuri saqoneli gamoqvT mocemul bazarze; sa-

warmoebi, romlebsac analogiuri saqoneli gamoaqvT sxva re-

gionebis bazarze; sawarmoebi, romlebic awarmoeben Sem-

cvlel saqonelsa da SeiZleba gamoitanon igi firmisTvis sa-

intereso bazarze. konkurentTa SesaZleblobebis gamovle-

nis mizniT iyeneben anketuri gamokiTxvis, eqspertuli Sefa-

sebis, analogiisa da sxva meTodebs.

konkurentTa saqmianobis miznisa da strategiis anali-

zis procesSi mxedvelobaSi Rebuloben iseT maCveneblebs

rogoricaa: konkurentTa mier gamoSvebuli (an realizebu-

li) saqonlis moculobis zrdis tempi; warmoeba-gasaRebis

politikis mizani; gasaRebis strategia da taqtika; warmoe-

bis (an mimoqcevis) xarjebis done da struqtura; konkurent-

sawarmoTa rentabelobis maCvenebeli da sxva.

konkurentTa saqmianobis Zlieri da susti mxareebis

gamovlena warmoadgens sabazro konkurenciis gamokvlevis

damamTavrebel stadias. am stadiaze vlindeba konkurentTa

upiratesobani da susti mxareebi. savaWro-gasaRebis saqmia-

nobaSi konkurentTa upiratesobas miekuTvneba: produqciis

farTo asortimenti da kargi xarisxi; keTilmowyobili sa-

vaWro obieqtebi; momsaxurebis kultura; saqmiani reklama

da sxva. aRniSnul maCvenebelTa mxiedviT arsebuli naklova-

nebebi ki konkurentTa sisustis dasturia.

4. bazris gamokvlevis mniSvnelovani etapia dargob-

rivi koniunqturis gamokvleva. misi mizania dadgin-

des dargis ganviTarebis ZiriTadi perspeqtivebi

mocemuli saxis produqciis warmoebis, gasaRebis,

momgebianobis da sxva TvalsazrisiT. es etapi moi-

cavs Semdeg stadiebs: dargis nomenklaturis pro-

duqciaze moTxovnis cvlilebis analizi; dargob-

rivi struqturis analizi; dargis ganviTarebis

tendenciebis gansazRvra.

dargis nomenklaturis produqciaze moTxovnis cvli-

lebis analizi xorcieldeba saqonelbrunvisa da moTxovnis

Sesabamisobis dadgenis safuZvelze. amis Sedegad vlindeba

bazarze arsebuli pozitiuri da negatiuri movlenebi. ase

magaliTad, xarvezebi produqciis warmoebis sferoSi gamoi-

xateba produqciis deficitSi, SezRudul asortimentSi,

148

mdare xarisxSi da a. S. produqciis gasaRebis sferoSi arse-

buli xarvezebia mouqneli komerciuli aparati, savaWro qse-

lis araracionaluri gamoyeneba, aradamakmayofilebeli

reklama da a. S.

dargobrivi struqturis analizi gulisxmobs iseTi sa-

warmoebis saqmianobis analizs, rogoricaa: analogiuri pro-

duqciis mwarmoeblebi; urTierTSemcvleli saqonlis mwar-

moeblebi; konkurentebi; mimwodeblebi; momxmareblebi da

sxva. maTi saqmianobisa da varaudebis Seswavla saSualebas

iZleva gamovlindes dargobrivi struqturis sasurveli da

arasasurveli variantebi.

sasaqonlo bazris dargobrivi tendenciebis analizis

stadiaze ganisazRvreba bazris ganviTarebis persperqtive-

bi. am stadiaze muSavdeba gadawyvetilebebi produqciis war-

moebis Semdgomi ganviTarebis Sesaxeb. mis centralur proble-

mas warmoadgens saqonlis sasicocxlo ciklis xangrZlivobis

dadgena.

bazris gamokvlevis aRniSnuli etapebi da stadiebi Zi-

riTadad amowuravs sasaqonlo-regionuli bazris gamokvle-

visadmi wamoyenebul moTxovnebs. magram vinaidan igi Semoi-

fargleba mxolod im bazris CarCoebiT, romelzec konkre-

tuli sawarmo yidis Tavis saqonels, ver iZleva srul war-

modgenas bazris saerTo problemebis Sesaxeb. saqme is aris,

rom swori gadawyvetilebis miReba SeuZlebelia saerTo

erovnuli da msoflio bazrebis pirobebis saTanado gamok-

vlevis gareSe. am pirobebidan gansakuTrebiT aRsaniSnavia:

ekonomikis ganviTarebis miRweuli done erovnul da msof-

lio ekonomikis masStabiT; teqnologiuri miRwevebi, romle-

bic aqtiurad zemoqmedeben gasaRebis bazarze; saxelmwifo

politikis da saerTaSoriso mdgomareobis gavlena bazris

mdgomareobaze; fasebis done erovnul da msoflio bazarze;

valutis kursi; sagadasaxado politika; demografiuli faq-

torebi; kulturul-eTikuri aspeqtebi; eTnikuri konfliq-

tebi da sxva.

5. bazris gamokvlevis sistemaSi daskvniT etaps war-

moadgens im SesaZleblobebisa da siZneleebis ana-

lizi, romelic dakavSirebulia warmoeba-gasaRebis

operaciebis gafarToebasa da maT warmatebiT gan-

xorcielebasTan. am etapze gamokvlevis obieqti

xdeba Semdegi maCveneblebi: warmoeba-gasaRebis

149

programis ganaxleba; cvlileba asortimentul

koncefciaSi; gasaRebis axali bazris Zieba; fasebis

politikis gadasinjva; konkurentebTan urTierTo-

bis mogvareba da sxva. aRniSnuli sakiTxebis Sesaxeb

gadawyvetilebis SemuSavebis procesSi mxedveloba-

Si miiReba, rogorc konkrentul sasaqonlo-regio-

nul, ise erovnul da msoflio bazarze arsebul

mdgomareoba.

sasaqonlo bazris gamokvlevis Sedegebi gamoiyeneba sa-

warmoebis (firmebis) marketingis strategiisa da taqtikis

gansazRvris procesSi. gamokvlevis Sedegebis safuZvelze

xdeba gadawyvetilebebis dasabuTeba iseT sakiTxebze rogo-

ricaa: bazris koniunqturis Sefaseba; bazris tevadobis gan-

sazRvra; sawarmoo programis Sedgena; asortimentuli kon-

cefciis SemuSaveba; fasebis politikis gansazRvra; bazris

segmentacia da sxva.

8.2. bazris tevadoba. prognozireba

bazari, rogorc mTlianad, ise calkeuli sasaqonlo

jgufisa da regionis mixedviT xasiaTdeba garkveuli teva-

dobiT. bazris tevadobis cnebaSi igulisxmeba bazarze sa-

qonlis realizaciis SesaZlo moculoba. es debuleba Tavis-

Tavad sworia, magram saWiroebs garkveul dazustebas. saqme

is aris, rom saqonlis realizaciis SesaZlo moculoba ar un-

da gaigivebuli myidvelobiTi moTxovnis sididesTan. bazar-

ze saqonlis (momsaxurebis) realizaciis SesaZlo moculoba

anu bazris tevadoba unda ganisazRvros, erTi mxriv, moT-

xovnis, xolo meore mxriv, sasaqonlo miwodebis Tanafardo-

biT. am TanafardobaSi moTxovna gansazRvravs saqonlis Se-

Zenis SesaZleblobas, xolo miwodeba am SesaZleblobis rea-

luri dakmayofilebis dones. sxva Tanabar pirobebSi, rode-

sac moTxovna metia miwodebaze saqonlis gayidvis SesaZlo

moculobas gansazRvravs miwodeba, xolo rodesac miwodeba

sWarbobs moTxovnas, saqonlis SeZenis SesaZleblobas gan-

sazRvravs moTxovna. moTxovnasa da miwodebas Soris Tana-

fardoba ar aris ucvleli sidide. fasebis moZraoba (sxva

faqtorebTan erTad) iwvevs am Tanafardobis cvlilebas da

sabazro wonasworobis damyarebas.

150

aRniSnulidan gamomdinare bazris tevadoba unda iqnes

gagebuli, rogorc saqonlis yidva-gayidvis realuri Tana-

fardoba. amis gaTvaliswinebiT bazris tevadoba ganisaz-

Rvreba miwodebuli saqonlis fasebis jamisa da misi Sesabami-

si myidvelobiTi moTxovnis moculobiT.

bazris ganviTarebis, misi tevadobis gansazRvris dros

amosaval moments warmoadgens moTxovna, miwodeba da fasi.

amasTan unda vicodeT, rom bazris tevadoba, misi cvlileba

damokidebulia mraval pirobaze da faqtorze. isini SeiZle-

ba iyvnen socialuri, ekonomikuri, demografiuli da buneb-

riv-klimaturi xasiaTis matareblebi. bazris tevadobis gan-

msazRvreli pirobebisa da faqtorebis mTeli sistema SeiZ-

leba dajgufdes Semdegi Taviseburebis gaTvaliswinebiT:

� bazris tevadobis ganviTarebis ganmsazRvreli pi-

robebi;

� bazris tevadobis ganviTarebis ganmsazRvreli wya-

roebi;

� bazris tevadobis ganviTarebis ganmsazRvreli faq-

torebi.

bazris arsebobis, misi tevadobis cvlilebis pirobas

warmoadgens moTxovna da miwodeba. isini evlinebian, ro-

gorc bazris elementebi, misi ori mxare, romelTa gareSe ar

arsebobs bazari. bazris subieqtebia myidveli da gamyidve-

li. myidveli bazarze gamodis Tavisi moTxovniT, rac fulad

maCvenebelSia gamosaxuli, xolo gamyidvels gamoaqvs saqo-

neli (momsaxureba), rac agreTve fasis meSveobiT fulad Se-

fasebas Rebulobs.

bazris arsebobis wyaros warmoadgens sasaqonlo war-

moeba da myidvelTa fuladi Semosavali. isini gvevlinebian

ra miwodebisa da moTxovnis formirebis wyaroebad saboloo

jamSi ganapirobeben bazris arsebobas.

bazris ganviTarebis ganmsazRvrel faqtorebs warmo-

adgenen: miwodebuli saqonlis fasebis done; fasiani momsa-

xurebis tarifebis done; mosaxleobis calkeuli saqonliT

uzrunvelyofis done; myidvelTa raodenoba, maTi gemovneba

da midrekileba; samomxmareblo molodini; fasebi SeuRlebul

da urTierTSemcvlel saqonelze; gamyidvelTa ricxvi; gada-

saxadebis sidide; mosaxleobis sqesobriv-asakobrivi Semad-

genloba, ganaTleba, profesia da sxva; urbanizaciis proce-

si; bunebriv-klimaturi Taviseburebebi da a. S.

151

marketinguli saqmianobis mniSvnelovani etapia bazris

ganviTrebis maCvenebelTa prognozireba. praqtikaSi miRebu-

lia prognozebis klasifikacia iseTi niSnebis gaTvaliswine-

biT rogoricaa: prognozirebis obieqti; prognozirebis gav-

rcelebis teritoriuli masStabi; prognozirebis xangrZli-

voba; prognozirebis procesSi gamoyenebuli meTodebis rao-

denoba da a. S.

prognozirebis obieqtis mixedviT marketingul saqmia-

nobaSi arsebuli prognozirebis ZiriTadi saxeebia: moTxov-

nis moculobisa da struqturis prognozi; saqonlis warmoe-

bis moculobisa da struqturis prognozi; saqonelbrunvis

prognozi da a. S.

prognozebis gavrcelebis teritoriuli masStabebis

gaTvaliswinebiT ganasxvaveben mTeli qveynis an misi calkeu-

li regionis (avtonomia, mxare, qalaqi, raioni) mixedviT Ses-

rulebul prognozs.

prognozebis gamoyenebis xangrZlivobis gaTvaliswine-

biT ganasxvaveben moklevadian, saSualovadian da grZelva-

dian prognozebs.

prognozirebis procesSi gamoyenebuli meTodebis ra-

odenobis gaTvaliswinebiT gamoyofen simpleqsur, dupleq-

sur da kompleqsur prognozebs. simpleqsuri prognozebi

Sesrulebulia erT romelime meTodis gamoyenebiT. dupleq-

suri — ori meTodis, xolo kompleqsuri — sami da meti meTo-

dis gamoyenebiT.

bazris ganviTarebis maCvenebelTa prognozirebis miz-

niT ZiriTadad gamoiyeneba Semdegi meTodebi:

� eqstrapolaciis meTodi;

� normatiuli meTodi;

� eqspertuli Sefasebis meTodi;

� elastikurobis koeficienti;

� ekonomikur-maTematikuri modelireba.

eqsploataciis meTodi gulisxmobs ukve Camoyalibebu-

li kanonzomierebebis, tendenciebis, tempebisa da propor-

ciebis gavrcelebas momaval (saprognozo) periodze. eq-

strapolacia karg Sedges iZleva maSin, rodesac saprognozo

maCveneblis ganviTarebis ganmsazRvreli faqtorebi arsebi-

Tad ar icvleba saprognozo periodSi.

152

eqstrapolaciis meTodis gamoyenebiT saqonelbrunvis

prognozirebis martivi magaliTia: savaWro sawarmoSi uka-

naskneli xuTi wlis manZilze, noembris TveTa mixedviT saqo-

nelbrunvis moculobis jamma Seadgina 250 aTasi lari. de-

kembris TveTa mixedviT analogiuri maCvenebeli Seadgens

399 aTas lars. am monacemebis mixedviT dekembris TveTa saqo-

nelbrunvis koeficienti noembris TveTa saqonelbrunvis mi-

marT Seadgens 114% (399 : 350 ⋅ 100). Tu mimdinare wlis noem-

bris Tvis saqonelbrunvam Seadgina 75 aTasi lari, maSin dekem-

bris Tvis mosalodneli saqonelbrunvis prognozi ganisaz-

Rvreba 85,5 aTasi lariT (75:114:100).

normatiuli meTodi gulisxmobs perspeqtiuli norme-

bisa da normativebis gamoyenebiT ama Tu im maCveneblis gan-

viTarebis prognozirebas. normebi da normativebi sxvadas-

xva saxisaa. samrewvelo sawarmoebisTvis gansakuTrebiT saWi-

roa nedleulis, masalebis, saTbobisa da eleqtroenergiis

xarjvis normebi. vaWrobaSi saqonlis maragis normativebi,

kvebis produqtebisa da msubuqi mrewvelobis saqonlis mox-

marebis normebi, xangrZlivi moxmarebis saqonlis moxmarebis

normativebi da sxva.

moxmarebis rekomendebuli normebi da normativebi ga-

moiyeneba samomxmareblo saqonlis moTxovnis prognozire-

bis mizniT. es normebi SeiZleba warmatebiT gamoiyenos savaW-

ro sawarmom komerciuli gadawyvetilebis dasabuTebis pro-

cesSi. magaliTad, msxvil specializebul savaWro sawarmos

(firmas), romelic qalaqis fexsacmlis bazris 30% flobs,

normatiuli meTodis gamoyenebiT SeuZlia gansazRvros fex-

sacmlis gayidvis mosalodneli moculoba. kerZod, fexsac-

mlis wliuri moxmarebis norma Seadgens — 4,3 wyvils, xolo

qalaqis mosaxleoba — 250 aTas suls. am monacemebidan gamom-

dinare sawarmos wliuri moTxovnileba fexsacmlis resur-

sebze Seadgens 354,3 aTas wyvils (250000 ⋅ 4,3 : 30).

eqsperimentuli Sefasebis meTodi anu eqspertiza emya-

reba eqspertebis (specialistTa jgufi) gamocdilebasa da

intuicias. am meTodis gamoyenebis aucilebloba ganpirobe-

bulia saTanado informaciis uqonlobiT. maRalkvalifici-

uri specialistebisagan Sedgenil eqspertTa jgufs eZlevaT

kiTxvebi (zogjer maTgan iReben intervius), romelzec maT

unda gascen pasuxi. miRebuli pasuxebi logikuri koreqtire-

153

bis Semdeg safuZvlad edeba komerciuli gadawyvetilebis

miRebas.

prognozirebis procesSi elastikurobis koeficien-

tis gamoyeneba saSualebas iZleva ganisazRvros saprognozo

sididis ganviTarebis ZiriTadi mimarTulebebi. es meTodi

gansakuTrebiT farTod gamoiyeneba moTxovnis prognozire-

bis procesSi. misi gamoyeneba SesaZleblobas iZleva ganisaz-

Rvros Tu rogor elsatikuria moTxovna fuladi Semosav-

lis, fasis an sxva maCveneblebis mimarT.

moTxovnis elsatikuroba fuladi Semosavlebis mimarT

SeiZleba ganisazRvros Semdegi martivi gantolebiT:

cvlileba procentuli

sididis isSemosavleb

cvlileba procentuli

sididis moTxovnis

mimarT isSemosavleb baelastikuro moTxovnis =

Tu moTxovnis sididis zrda Seadgens 30%, xolo fula-

di Semosavlebis zrda 20%, aseT SemTxvevaSi moTxovna elas-

tikuria fuladi Semosavlebis mimarT, xolo elsatikurio-

bis koeficienti Seadgens 1,5-s (30 : 20). im SemTxvevaSi Tu

moTxovnis zrdis tempi Seadgens 20%, xolo fuladi Semosav-

lebisa — 30%, maSin moTxovnis elastikurobis koeficienti

ganisazRvreba 0,67 punqtiT, rac imas niSnavs, rom moTxovna

ar aris elastikuri fuladi Semosavlebis mimarT. Amrigad,

moTxovna elsatikuria maSin, roca elsatikurobis koefici-

enti aRemateba erTs, xolo araelastikuria maSin, roca er-

Tze naklebia.

moTxovnis elsatikuroba fasis mimarT SeiZleba gani-

sazRvros Semdegi gantolebiT:

cvlileba procentuli fasis

cvlileba procentuli

sididis moTxovnis

mimarT fasis baelastikuro moTxovnis =

prognozirebis procesSi farTod gamoiyeneba ekonomi-

kur-maTematikuri meTodebi da modelebi. am meTodebs (mo-

delebs) ekonomikur-maTematikuri ewodeba imitom, rom eko-

nomikuri maCveneblebis prognozireba xdeba maTematikuri

xerxebis gamoyenebiT. Ekonomikur-maTematikuri modelireba sa-

Sualebas iZleva saprognozo sididis ganviTarebis mosalod-

neli mimarTulebebi ganisazRvros (gaizomos) masze moqmedi

faqtorebis gaTvaliswinebiT. magaliTad, moTxovnis ganviTa-

154

rebis perspeqtivebi ganisazRvros fuladi Semosavlebis, fase-

bis, sasaqonlo resursebis, mosaxleobis ricxovnobis da sxva

faqtorebis gaTvaliswinebiT.

prognozirebis procesSi xSirad iyeneben mravlobiTi

regresis gantolebebs, romlebic warmogvidgeba wrfivi, xa-

risxobrivi da logariTmuli gantolebebis saxiT. TiToe-

uls aqvs Semdegi zogadi saxe:

wrfivs — ;...22110 nn xxxy αααα +++=

xarisxobrivs — ;...21210

nnxxxy αααα ⋅⋅=

logariTmuls —

;lg...lglglg 22110 nn xxxy αααα ++++=

sadac: y — aris saprognozo maCvenebeli;

x — sarpognozo sidideze moqmedi faqtori;

α — gantolebis parametriT

marketinguli kvlevis obieqtis mixedviT saprognozo

maCvenebeli gansxvavebulia. igi erT SemTxvevaSi SeiZleba ga-

movlindes produqciis warmoebis, xolo sxva SemTxvevaSi sa-

qonel-brunvis, sasaqonlo miwodeba-moTxovnis an sxva maCve-

neblis saxiT.

sacalo saqonelbrunvis an moTxovnis ganviTarebis

prognozirebis mizniT mravlobiTi regresis mravalfaqto-

riani modelis agebisaTvis saWiroa sxvadasxva samuSaoebis

Catareba. maT Soris ZiriTadia: saqonelbrunvis an moTxov-

nis cvlilebis gamomwvevi ZiriTadi faqtorebis gamovlena;

calkeuli faqtoris gavlenis donis gansazRvra; modelis

maTematikuri formis SerCeva; gantolebis parametrebis gan-

sazRvra; saprognozo maCveneblis gaangariSeba da sxva.

8.3. bazris segmentacia rogorc bazris gamokvlevis meTodi

Tanamedrove marketingis koncefciis Sesabamisad sa-

warmom yovelmxriv unda gaiTvaliswinos bazarze myidvelTa

mier warmodgenili mravalferovani moTxovnebi. momxmare-

belTa suverenitetis AaRiarebis gaTvaliswinebiT marketin-

gis samsaxurma unda uzrunvelyos bazarze warmodgenil mxa-

reTa (myidveli an gamyidveli) interesebis urTierTSexameba.

swored aseT pirobebSi miiRweva erTi mxriv momxmarebelTa

155

gonivruli moTxovnis maqsimaluri dakmayofileba, xolo me-

ore mxriv, saqonlis (momsaxurebis) Seuferxebeli realiza-

cia da mogebis zrda.

momxmarebelTa interesebis maqsimaluri gaTvaliswi-

neba moiTxovs moqnili sabazro meqanizmis Camoyalibebas, ra-

Sic mniSvnelovan rols asrulebs marketinguli kvlevis

gaRrmaveba. am mimarTulebiT mniSvnelovani RonisZiebaa baz-

ris segmentacia, anu misi dayofa garkveul nawilebad (seg-

mentebad).

segmentacia, upirveles yovlisa, bazris marketinguli

kvlevis meTodia. misTvis damaxasiaTebelia drosa da siv-

rceSi saqonelze (momsaxurebaze) arsebuli moTxvnisa da mi-

wodebis dayofa garkveuli segmentis, anu niSnebis mixedviT.

bazris ZiriTadi segmentia momxmarebeli, anu momxmarebelTa

is erToblioba, romelic erTgvarovnad reagirebs bazarze

marketinguli samsaxuris mier organizebul stimulirebis

saSualebebze.

amis gaTvalsiwinebiT, bazris segmentacia es aris baz-

ris dayofa momxmarebelTa iseT jgufebad, romlebic er-

Tgvarovnad reagireben gamyidvelTa mier organizebul sxva

stimulze. ganasxvaveben miznobrivi marketinguli kvlevis

sam safexurs: bazris segmentacia, miznobrivi bazris Sefase-

ba da SerCeva da bazrebze saqonlis (momsaxurebis) pozicire-

ba.

segmentaciis mizania bazris funqcinirebis konkretu-

li pirobebis gamovlena da maTi maqsimaluri gaTvaliswine-

bis gziT mogebis (Semosavlis) gadideba. am aspeqtSi marke-

tingis samsaxurma pasuxi unda gasces kiTxvebze:

� visTvisaa gankuTvnili konkretuli saqoneli (mom-

saxureba)?

� sad imyofeba misi konkretuli momxmarebeli?

� ra gziT umjobesia calkeuli momxmareblisaTvis sa-

qonlis (momsaxurebis) miwodeba?

aRniSnulidan gamomdinare, sawarmos marketingis sam-

saxuris winaSe dgas Semdegi amocanebi:

� momxmarebelTa realuri (aSkara da potenciuri)

moTxovnis gamovlena, rogorc mTeli qveynis, ise

calkeuli regionis mixedviT;

156

� momxmarebelTa erTgvarovani jgufebis dadgena, Se-

mosavlis sqesis, asakisa da sxva niSnis gaTvaliswine-

biT;

� momxmarebelTa damokidebuleba saqonlis (momsaxu-

rebis) xarisxis da fasis mimarT;

� savaWro momsaxurebis (servisis) gansazRvra;

� xarjebisa da Semosavlebis Tanafardobis dadgena

da sxva.

bazris segmentaciis procesSi mxedvelobaSi miiReba

segmentebis SerCevis kriteriumebi. igi warmoadgens sawar-

mos mier bazris segmentaciis procesSi arCevanis gakeTebis

dasabuTebis safuZvels. kriteriumis raodenoba damokide-

bulia bazris tipze da misi tevadobis ganmsazRvrel faqto-

rebze. segmentaciis ZiriTad kriteriumad miCneulia: segmen-

tis sidide, perspeqtiuloba, xelmisawvdomoba, konkurentu-

narianoba, momgebianoba (rentabeloba) da sxva.

1. segmentis sidide warmoadgens im sazRvars, romlis

farglebSic navaraudevia SerCeuli segmentis fun-

qcionireba. igi safuZvlad edeba sawarmos asortimen-

tul politikis SemuSavebas, produqciis (momsaxure-

bis) warmoebis masStabebis gansazRvras da gasaRebis

saqmianobis organizacias. amis gamo segmentis sididis

gansazRvris dros mxedvelobaSi miiReba: momxmare-

belTa realuri moTxovnis masStabi; misi dakmayofi-

lebisaTvis saWiro saqonlis (momsaxurebis) warmoebis

SesaZleblobebi; saqonelgamtari arxebis mdgomareo-

ba; segmentaciis xarjebisa da Sedegebis Tanafardoba

da sxva.

2. segmentaciis perspeqtiuloba gulisxmobs erTi

mxriv, drois im monakveTis dadgenas, romelSic ga-

rantirebulia mocemuli segmentis stabiluri fun-

qconireba, xolo meore mxriv, segmentaciis efeqti-

anobis donis SenarCunebis SesaZleblobis gansaz-

Rvra. amrigad, rac ufro metia mocemuli segmentis

funqcionirebis xangrZlivoba da rac ufro momge-

biania, miT ufro misaRebi da perspeqtiulia igi sa-

warmosTvis.

3. bazris calkeuli segmenti realurad xelmisawvdo-

mi unda iyos rogorc sawarmosTvis, ise momxmareb-

lisTvis. mimwodebelma unda SesZlos SerCeuli seg-

157

mentis mixedviT saqonlis (momsaxurebis) drouli

warmoeba da momxmareblisaTvis miwodeba. mas unda

gaaCndes amisaTvis saWiro teqnika, teqnologia, ned-

leuli, gasaRebis arxebi, stimulirebis saSualebebi

da sxva komponentebi. igi yovelmxriv unda iRvwo-

des, raTa saqoneli momxmareblisaTvis xelmisaw-

vdomi gaxdes.

4. segmentaciis konkurentunarianoba dakavSirebulia

erTi mxriv, bazarze, xolo meore mxriv, sawarmos Se-

saZleblobebze warmatebiT ibrZolos segmentis da-

uflebisa da SenarCunebisaTvis. am saqmeSi mTavar

rols asrulebs saqonlis (momsaxurebis) konkurentu-

narianoba, gasaRebis stimulireba (reklama, fasi, mom-

saxurebis servisi da a. S.), warmoebisa da realizaciis

xarjebi da sxva faqtorebi.

5. segmentaciis erT-erT mniSvnelovan kriteriums

warmoadgens saqmianobis momgebianobis uzrunvel-

yofa. sawarmos mier SerCeuli segmenti racionalu-

rad CaiTvleba maSin, Tu igi momgebiania. amis dadge-

nis mizniT saWiroa sawarmom detalurad gaanalizos

segmentis funqcionirebis ganmsazRvreli iseTi faq-

torebi, rogoricaa: moTxovna, danaxarjebi, saqonlis

sargeblianoba, bazris tevadoba da a. S.

bazris segmentacia ramdenadme gansxvavebul princi-

pebs (niSnebs, faqtorebs) emyareba samomxmareblo saqonlisa

da sawarmoo daniSnulebis saqonlis bazrebze.

samomxmareblo saqonlis bazarze moqmedi ZiriTadi

faqtorebia (principebia):

� demografiuli faqtori;

� geografiuli faqtori;

� socialur-ekonomikuri faqtori;

� fsiqologiuri faqtori.

segmentaciis es principebi kompleqsuri xasiaTisaa da

mWidrod arian erTmaneTTan dakavSirebuli.

1. demografiuli faqtori anu segmenti, moicavs mo-

saxleobis raodenobas, ojaxis Semadgenlobas, maT

sqesobriv-asakobriv, erovnul, sarwmunoebriv da

sxva niSnebs. am niSnebis mixedviT gamoiyofa momxma-

rebelTa jgufebi — axalgazrdebi, xandazmulebi,

qalebi, mamakacebi, soflad da qalaqad mcxovrebni,

158

liderebi da autsaiderebi da a. S. TiToeuli jgufi

xasiaTdeba momxmarebisadmi gansxvavebuli midreki-

lebiT, rac segmentaciis dros miiReba mxedveloba-

Si.

2. bazris segmentaciis geografiuli anu teritoriu-

li principi gulisxmobs qveynis erTiani bazridan

calkeuli regionis bazris gamoyofas. am niSnis mi-

xedviT SeiZleba gamoiyos mWidrod da naklebad da-

saxlebuli, ganviTarebuli da CamorCenili, mwarmoe-

beli da momxmarebeli, mSrali da teniani regionebi

da a. S. TiToeuli maTganisaTvis damaxasiaTebelia

saqonlis SeZenisa da moxmarebisadmi Taviseburi da-

mokidebuleba, rac sawarmom unda gaiTvaliswinos

Sesabamisi segmentis SerCevis procesSi.

3. bazris segmentacia socialuri-ekonomikuri prici-

pis mixedviT gulisxmobs — segmentTa farTo speq-

tris gaTvalsiwinebas. am SemTxvevaSi gansakuTrebu-

li yuradReba unda mieqces moTxovnis ganmsazRvre-

li faqtorebis (Semosavali, fasi, mosaxleobis so-

cialur-profesiuli Semadgenloba, saqonlis sa-

momxmareblo Sefaseba, momsaxurebis servisi da

sxva) analizs. am faqtorebis gaTvaliswinebiT sa-

warmom SeiZleba gamoyos sasaqonlo, samomxmareblo

da savaWro segmentebi:

� sasaqonlo segmenti gulisxmobs saqonlis erTobli-

obidan calkeuli maTganis gamocalkavebas misi da-

niSnulebis, xarisxis, prestiJulobis, fasis da sxva

niSnebis mixedviT;

� samomxmareblo segmenti orientirebulia momxmare-

belTa qcevaze, myidvelTa moTxovnaze, myidvelis

tipze, maT qcevaze da a. S.;

� savaWro segmenti gulisxmobs sawarmos orientacias

komerciuli saqmianobis srulyofaze. es miiRweva

gasaRebis stimulirebis, gasaRebis, arxebis gafar-

Toebis, saqonlis gayidvis formebis srulyofis da

sxva RonisZiebebiT.

4. segmentacia fsiqologiuri principis mixedviT gu-

lismxobs momxmarebelTa cxovrebis stilSi, indivi-

dualur qcevaSi, urTierTdamokidebulebebSi arse-

buli Taviseburebebis gaTvaliswinebiT mosaxleo-

159

bis dajgufebas erTgvarovan tipebad. momxmarebel-

Ta fsiqologiaze arsebiT gavlenas axdens sazoga-

doebaSi kuTvnili adgili, cxovrebis wesi, indivi-

dualuri Cvevebi, molodini da sxva. amis gaTvalsi-

winebiT momxmareblebs eqnebaT garkveuli kompleq-

si calkeuli saqonlis, savaWro oboieqtis, momsaxu-

rebis kulturis da sxva maCveneblebis mimarT. es da-

mokidebuleba SeiZleba iyos susti, saSualo an Zli-

eri. momxmarebelTa fsiqikaze did gavlenas axdens

saqonlis xarisxi, prestiJuloba, fasi, momsaxure-

bis kultura da sxva faqtorebi. maTi gamovlena sak-

maod rTulia. amisaTvis sawarmos marketingulma

samsaxurma unda moaxdinos SerCeviTi sociologiu-

ri dakvirvebebi, gamoavlinos momxmarebelTa pirov-

nuli Tvisebebi da ganazogados igi.

sawarmoo daniSnulebis saqonlis bazris segmentaciis

ZiriTadi principebia: geografiuli, qceviTi, organizaciu-

li da Sesyidvis praqtika.

1. geografiuli faqtoris gaTvalsiwinebiT firma ax-

dens myidveli organziaciebis dajufebas maTi ad-

gilmdebareobis gaTvaliswinebiT. am niSnis mixed-

viT gamoiyofa ZiriTadi da araZiriTadi momxmarebe-

li, intensiuri da araintensiuri regioni da sxva.

2. qcevis faqtori aeerTianebs iseT maCveneblebs, ro-

goric aris: myidvelis saorientacio sargebeli; Se-

Zenili saqonlis daniSnuleba da moxmarebis inten-

sivoba; myidveli firmis statusi; firmis saqonli-

sadmi myidvelTa erTgulebis xarisxi; myidvelis

mzadyofna saqonlis Sesyidvisadmi da a. S.

saorientacio sargebeli aris myidvelis gaTvlebi Se-

Zenili biznes-saqonlis saeqsploatacio Tvisebebis Sesaxeb

da dakavSirebulia gamoyenebis xangrZlivobasTan, simZlav-

resTan, sargeblianobasTan; ekonomiuroba, transportire-

bis unari da a. S.

saqonlis daniSnuleba unda ganisazRvros misi adgi-

liT gamoyenebis procesSi. igi SeiZleba iyos ZiriTadi an

damxmare nedleuli da masala, rac saqonels gansxvavebul

mniSvnelobas aniWebs. moxmarebis intensivobis gaTvaliswi-

nebiT ganasxvaveben aqtiuri, zomieri da pasiuri moxmarebis

produqts.

160

myidveli firmis statusi ganisazrvreba Sesyidvebis

xasiaTis gaTvalsiwinebiT. myidveli, romelic sistematurad

axorcielebs ucvlel gameorebiT Sesyidvas sargeblobs gam-

yidvelis SeRavaTebiT, maSin axali Sesyidvebi da modifici-

rebuli Sesyidvebi moklebulia aseT SeRavaTebs.

saqonlisadmi damokidebulebisa da erTgulebis mixed-

viT mimwodeblebi ganasxvaveben dadebiTad, loialurad da

uaryofiTad ganwyobil klientebs. TiToul maTganTan ur-

TierToba myardeba gansxvavebuli sabazro segmentebiT.

Biznes-saqonlis bazris segmentaciis organizaciul

faqtorSi erTiandeba myidvel organziaciaTa adgilmdeba-

reoba, maTi sakuTari kapitalis moculoba, momuSaveTa rao-

denoba, dargis specifika da sxva.

Sesyidvis praqtikis faqtori iTvalsiwinebs sawarmoo

daniSnulebis bazris segmentaciis iseT aspeqtebs rogori-

caa: momaragebis organizacia, myidveli firmebis speciali-

zacia; myidvelebTan arsebuli urTierTobis praqtika; miwo-

debis pirobebi; angariSsworebis wesi da sxva. TiToeul Ca-

moTvlil SemTxvevaSi mimwodebeli myidvelTan amyarebs Se-

sabamis urTierTobas. magaliTad, mxsvil myidvelebTan

axorcielebs centralizebul miwodebas, sxva SemTxvevaSi

decentralizebul miwodebas, xolo zogjer maTTan urTi-

erTobas dilerebis meSveobiT axorcielebs. aseTi garemoeba

bunebrivad dakavSirebulia myidveli organizaciis (firmis)

masStabebTan, rac zogjer segmentaciis calke faqtorad ga-

nixileba.

8.4. bazris miznobrivi segmenti, misi Sefaseba da SerCeva

bazars mravali segmenti gaaCnia. konkretuli pirobe-

bis mixedviT TiToeuli segmentis mniSvneloba da gamoyene-

bis SesaZleblobebi gansxvavebulia. amitom sawarmos (fir-

mis) marketingis samsaxuri unda ecados SearCios maTgan ar-

sebiTi (mTavari) da Tavisi ZiriTadi Zalisxmeva masze gadai-

tanos. amasTan dakavSirebiT sawarmos marketingis samsaxu-

ris winaSe daismis ori ZiriTadi kiTxva:

� bazris romeli segmenti SearCios?

� rogor gansazRvros misTvis ufro xelsayreli (anu

miznobrivi) segmenti?

161

segments, romelsac marketingul saqmianobaSi sawarmo

upiratesobas aniWebs, miznobrivi segmenti ewodeba. sawarmo

Tavis saqmianobaSi marketingul orientacias swored miz-

nobriv segmentze iRebs. sawarmos mier marketinguli saqmia-

nobis orientirebad garkveuli segmentis (segmentebis) Sefa-

sebas da aRiarebs miznobrivi segmentis SerCevis procesi

ewodeba.

miznobrivi segmentis swori arCeva xels uwyobs bazar-

ze SeRwevis strategiis warmatebul realizacias. am proces-

ze moqmedi ZiriTadi faqtorebia: saqonlis miwodebis piro-

bebi; saqonlis erTgvarovnobis xarisxi; saqonlis sasicoc-

xlo cikli; bazris erTgvarovnebis xarisxi; konkurentTa

marketinguli strategia da sxva.

miwodebis faqtori aerTianebs saqonlis, resursebis

da warmoebis danaxarjebis erTobliobas. miznobrivi segmen-

tis arCevis dros sawarmom, upirveles yovlisa, unda gansaz-

Rvros miznobriv bazarze gasatani saqonlis saxeoba, raode-

noba, xarisxi da sxva parametrebi. amis Semdeg ganisazRvreba

resursebis raodenoba (nedleulis saxeoba, masalebi, sim-

Zlavreebi, teqnologia, energetikuli resursebi da sxva),

romelic saWiroa miznobrivi segmentis Sesabamisad bazarze

gasatani saqonlis dasamzadeblad. paralelurad ganisaz-

Rvreba is danaxarjebic, romlebic saWiroa saqonlis warmo-

ebisa da gasaRebisaTvis.

saqonlis erTgvarovnobis xarisxi ganapirobebs momxma-

rebelTa konkretul damokidebulebas calkeuli saqonli-

sadmi, rac gaTvaliswinebul unda iqnes gamyidvelTa saqmia-

nobaSi. saqonlis erTgvarovneba, erT SemTxvevaSi mis unika-

lobasa da erTsaxeobaze mianiSnebs. magaliTad, forToxali,

kartofili, Saqari, spilenZi, alumini da sxva arsebiTad er-

Tsaxovani saqonelia. maT mimarT momxmarebelTa damokide-

buleba calsaxad gamoixateba — SeiZens an ar SeiZens maT. ami-

tom am SemTxvevaSi ar aris saWiro stimulirebis diferenci-

uli meTodebis gamoyeneba da sawarmoebi aradiferenciul

marketings iyeneben. meore SemTxvevaSi erTgvarovneba sasa-

qonlo nomenklaturis farglebSi vrceldeba. aq Seitaneba

saqoneli, romelic gamoirCeva Tavisi mravalferovnebiT da

gansxvavebulia teqnologiis, konstruqciis da sxva niSnebis

mixedviT. magaliTad, tansacmeli, aveji, mtversasruti, fo-

toaparati da sxva, xasiaTdeba calkeuli jgufis momxmare-

162

belTa gansxvavebuli moTxovniT. momxmarebeli am saqonlis

nairsaxeobis mimarT gansxvavebul reaqcias amJRavnebs. ami-

tom saWiroa diferenciuli marketinguli RonisZibebis ga-

tareba.

saqonlis sasicocxlo cikli warmoadgens faqtors,

romelic gansazRvravs miznobriv bazarze saqonlis yofnis

xangrZlivobas. sawarmom Tavdapirvelad sasurvelia bazar-

ze gaitanos axali saqonlis ara mTeli mravalsaxeoba, ara-

med mxolod misi erTi varianti da moaxdinos masze momxmare-

belTa yuradRebis koncentracia. amis Semdeg, sawarmom Tan-

daTan unda miawodos bazars am saqonlis sxva nairsaxeobebi.

sawarmom unda uzrunvelyos konkretuli saxeobis saqonlis

sasicocxlo ciklis xangrZlivobis dadgena da miznobriv

segmentze misi gavlenis Taviseburebis gansazrvra. arsebu-

li Taviseburebebis Sesabamisad unda SearCios sawarmom miz-

nobriv bazarze momxmarebelTa moTxovnis stabilurobis

formebi.

bazris erTgvarovneba mniSvnelovan gavlenas axdens

miznobrivi bazris SerCevis procesze. bazarze momxmarebel-

Ta gemovneba gansxvavebulad vlindeba. Tu momxmarebelTa

gemovneba erTgvarovania, maSin isini bazarze arsebuli sa-

qonlisadmi erTgvarovan damokidebulebas avlenen. aseT pi-

robebSi sawarmos ar sWirdeba marketinguli stimulirebis

diferencireba. Tu momxmarebelTa gemovneba gansxvavebu-

lia, maSin saWiroa TiToeuli jgufisadmi diferenciuli

midgoma da Sesabamisi marketinguli stimulebi.

miznobrivi bazris SerCevis procesSi saWiroa gaTva-

liswinebul iqnes konkurentTa marketingis strategia. igi

kompleqsuri faqtoria da gulisxmobs bazris segmentis Ser-

Cevis procesSi konkurentTa saqmianobis ZiriTadi mimarTu-

lebisa da mosalodneli Sedegebis gaTvaliswinebas. aq gansa-

kuTrebuli yuradReba unda mieqces bazarze konkurentis

wils, misi saqonlis xarisxs, fass, momsaxurebis serviss da

sxva maCveneblebs. sawarmo unda Seecados gamoavlinos kon-

kurentis mier momxmarebelTa stimulirebis mizniT gamoye-

nebuli meTodebi da daupirispiros mas sakuTari RonisZie-

bebi.

miznobrivi bazris SerCevis procesi or konkretul na-

wilad SeiZleba daiyos. es aris bazris segmentis Sefaseba da

miznobrivi segmentis SerCeva.

163

bazris segmentis Sefaseba sam faqtors iTvaliswinebs.

es aris segmentis sidide da zrdis tempi; segmentis struq-

turuli mimzidveloba; firmis miznebi da resursebi:

1. segmentis sidide da zrdis tempi is faqtoria, rom-

liTac iwyeba segmentis Sefaseba. firmam unda Seag-

rovos monacemebi sxvadasxva segmentis sidideze

anu myidveloibiTunarianobaze; gamoTvalos am seg-

mentis zrdis SesaZlebloba da SearCios maTgan Ta-

visTvis yvelaze misaRebi. calkeuli segmentis si-

dide da zrdis tempi gansxvavebulia, amitom firma

unda SeeWidos segments, romelic misTvis daZleva-

dia.

2. segmentis struqturli mimzidveloba gulisxmobs,

rom firmam yovelmxriv unda gaanalizos miwodebis

faqtori, gamoavlinos is produqti, romelic xan-

grZliv SesabamisobaSi iqneba momxmarebelTa ama Tu

im jgufis moTxovnasTan. segmenti miT ufro nakle-

bad mimzidvelia, rac ufro Zlieri da agresiuli

konkurentia mocemul bazarze. xSirad segmentis

mimzidvelobaze uaryofiTad moqmedebs Semcvleli

produqtebis simravle, ramac SeiZleba gamoiwvios

mogebis Semcireba. kompaniisaTvis segmentis

struqturuli mimzidveloba ganpirobebulia imiT,

rom igi kargad unda flobdes SerCeul bazars da

Tavs grZnobdes konkurentebze ufro myarad.

3. firmis mizani da resursebi miznobrivi segmentis

Sefasebis is faqtoria, romelic yovelmxriv pasu-

xobs firmis miswrafebebs da SesaZleblobebs. seg-

mentis Sefasebis kriteriumad firmam unda airCios

iseTi midgoma, romelic pasuxobs mis grZelvadian

interesebs da swrafad iZleva Sedegs. Sefasebis

procesSi gasaTvalsiwinebelia firmis resursebi,

specialistTa kvalifikacia da sxva SesaZleblobe-

bi, rac mas gaaCnia konkurentTan mimarTebaSi. fir-

mam mxolod is segmenti unda airCios, sadac mas

umaRlesi faseulobebis Seqmna da konkurentTan

upiratesobis mopoveba SeuZlia.

miznobriv segmentze aRniSnuli faqtorebis gavlenis

gaTvaliswineba SesaZleblobas iZleva SemuSavdes miznobri-

vi bazris dauflebis strategia. marketinguli saqmianobis

164

msoflio praqtikaSi cnobilia miznobrivi bazris daufle-

bis strategiis oTxi varianti: masobrivi (aradiferenciuli)

marketingi; diferenciuli marketingi, kombinirebuli mar-

ketingi da mikromarketingi. ganvixiloT es variantebi:

1. masobrivi (aradiferenciuli) marketingis strate-

gia gulisxmobs bazris yoveli segmentisaTvis er-

Tiani (unificirebuli) programis SemuSavebas. amas-

Tan, orientacia aRebulia iseTi saqonlis warmoe-

basa da realizaciaze, romelic metnaklebad akma-

yofilebs bazris yoveli segmentis moTxovnebs.

marketingisadmi aseTi damokidebuleba gansakuT-

rebiT farTod iyo gavrcelebuli gasuli saukunis

60-ian wlebamde. ukanasknel periodSi igi Sedare-

biT iSviaTad gamoiyeneba. masobrivi marketingis

strategiis gamoyenebas sawarmoebi mimarTaven im

SemTxvevaSi Tu darwmunebuli arian, rom bazari er-

Tgvarovania, xangrZlivia saqonlis sasicoxlo cik-

li, bazarze ar aris konkurencia da sxva.

2. diferenciuli marketingis strategia gulisxmobs

bazris ramdenime segmentze orientacias da TiToe-

uli segmentisaTvis specialuri programis SemuSa-

vebas. es garemoeba mniSvnelovnad zrdis saqonlis

realizacias, anazRaurebs damatebiT danaxarjebs

da iZleva mogebas. igi gansakuTrebiT gamarTlebu-

lia im SemTxvevaSi, rodesac bazarze saqoneli er-

Tgvarovania, momxmarebelTa qceva diferenciulia,

Zlieria konkurencia da sxva.

3. koncentrirebuli marketingis (niSis marketingi)

strategia orientirebulia bazris erT an ramdeni-

me gansakuTrebiT mniSvnelovan segmentze. miznob-

rivi segmentis sworad SerCevis da saTanado marke-

tinguli programis pirobebSi igi iZleva saqonel-

brunvis zrdis, danaxarjebis Semcirebis da mogebis

gadidebis SesaZleblobas. marketingis amgvari

strategia gansakuTrebiT xelsayrelia iseT piro-

bebSi, rodesac resursebi SezRudulia, moTxovna

ver kmayofileba, bazarze ar aris konkurencia da a.

S.

4. koncentrirebuli marketingis strategiis reali-

zaciis naTeli magaliTia iaponuri kompaniebis mier

165

mcire zomis Sav-TeTri gamosaxulebiani televizo-

rebis warmoebis ganaxleba maSin, roca sxva qveyneb-

ma masze didi xniT adre Tqves uari: iaponelma mwar-

moeblebma SeamCnies bazris am segmentis mixedviT

arsebuli `sicariele~, aiTvises es segmenti da di-

di mogeba miiRes.

5. mirkomarketingi marketinguli strategiis Sedare-

biT axali mimarTulebaa. diferenciuli da koncen-

trirebuli marketingisagan ganxsxvavebiT igi uf-

ro metad aris individualur momxmarebelze ori-

entirebuli da TiToeul momxmarebelSi individua-

lur pirs xedavs. mikro marektingi iyofa adgilob-

riv da individualur marketingad.

adgilobrivi marketingi gulisxmobs brendebisa da ga-

yidvebis stimulirebis morgebas momxmarebelTa konkretu-

li jgufebis (qalaqebis, raionebis, ubnebis, samezobloebis)

moTxovnasTan.

individualuri marketingi warmoadgens mikromarke-

tingis ukiduresad diferenciul formas, rodesac xdeba

produqciis calkeul momxmarebelTa moTxovnasTan misada-

geba. am konkretulobis gamo individualur marketings xSi-

rad erTi momxmareblis marketings, erT momxmarebelze misa-

dagebul marketings an kidev erTi-erTze marketings uwode-

ben.

8.5. pozicirebis marketinguli strategiebi

nebismieri firma SearCevs ra bazris miznobriv seg-

ments, man unda gadawyvitos, rogori pozicia airCios moce-

mul segmentSi. am gadawyvetilebnis miReba firmas SeuZlia

momxmarebelTa mier saqonlis poziciis Sefasebis anu saqon-

lisadmi momxmarebelTa damokidebulebis mixedviT. aris po-

zicia, romelic mocemul saqonels ukavia myidvelis aRqmaSi.

saqonlisadmi momxmareblis pozicia gulisxmobs momxmare-

belTa gonebaSi saqonlis unikaluri sargeblis ganmasxvave-

beli niSnebis aRbeWdvas.

pozicirebis strategiis gansazRvrisas marketingis

samsaxurebi Sesabamis rukebs qmnian. pozicirebis ruka saSua-

lebas iZleva momxmarebels daanaxos saqonlis brendis mdgo-

mareoba konkurentis saqonelTan mimarTebaSi. pozicirebis

166

rukaze maCvenebelTa aRniSvna xdeba ori ganzomilebiT — sa-

qonlis fasi da saqonlis funqcionireba. pirveli (fasis meS-

veobiT) miuTiTebs fufunebis maCveneblis dones, xolo meo-

re — saqonlis nairsaxoebis pizicirebis maCvenebels. ruka

SeiZleba aigos kordinatTa sistemaze, sadac fufunebis maC-

venebeli aRiniSneba vertikalur, xolo funqcionirebis maC-

venebeli — horizontalur RerZze. rac ufro didia saqon-

lis fasi da misgan ganpirobebuli fufunebis done, miT uf-

ro maRla miiwevs brendis pizicirebis maCvenebeli, xolo

rac ufro metia funqcionirebis done, miT ufro didia bren-

dis gamosaxuleba.

saqonlis pozicirebis ZiriTadi problemaa pizicire-

bis strategiis SerCeva. strategiuli pozicirebis amocana

sami ZiriTadi safexurisagan Sedgeba:

� SesaZlo konkurentul upiratesobaTa CamonaTvalis

dadgena;

� arsebuli alternativebidan swori konkurentuli

upirateosbis SerCeva;

� saerTo pizicirebis strategiis SerCeva.

1. SesaZlo konkurentul upiratesobaTa CamonaTvalis

dadgena pozicirebis strategiis sawyisi safexuria.

igi gulisxmobs firmis mier konkurentTan Sedare-

biT myidvelis moTxovnis ukeT Seswavlas da misTvis

ufro ukeTesi faseulobebis (Rirebulebebis) SeTa-

vazebas, rac miiRweva firmis saqmianobis diferen-

cirebis gziT. diferencirebis ZiriTadi maCveneb-

lebia: saqoneli, momsaxureba, fasi, personali, fir-

mis imiji.

firmis saukeTeso asortimentisa da xarisxis saqonlis

pozicirebiT SeiZleba mkveTrad gaizardos momxmarebelTa

moTxovna. produqtis warmoebis standartebis srulyofiT,

misi xarisxis gaumjobesebiT, saeqsploatacio maCveneblebis

zrdiT, saqonlis stilisa da dizainis, SefuTvisa da dafaso-

ebis maRali doniT firma uzrunvelyofs pozicirebis gaum-

jobesebas, riTac xels uwyobs saqonelze moTxovnis zrdas.

konkurentebTan upiratesobis mopovebis problema

ukavSirdeba diferenciul momsaxurebas. firmam momxmare-

bels konkurentisagan gansxvavebiT SeiZleba SesTavazos: na-

yidi saqonlis adgilze damontaJeba; momxibvleli siaxle

momsaxurebaSi; momsaxurebis siswrafe; rTuli teqnikiT mom-

167

saxureba; damatebiTi garantiebi; momxmarebelTa treiningis

organizeba da sxva.

firmis konkurentTan upiratesobis miRweva SesaZlebe-

lia fasis zomieri manevrebiT. fasdaklebis sistemis daner-

gva, zogjer ki momsaxurebis gafarToebis mizniT, myidveli-

sadmi Sesabamisi fasnamatis SeTavazeba myidvelTa mizidvis

kargi safuZvelia. magaliTad, Tu firma avejis gadazidvis

da binaze mitanis xarjebis sanacvlod myidvels Sesabamis

fasnamats SesTavazebs, igi warmatebas miaRwevs.

personalis anu adamianTa resursebis mixedviT dife-

rencireba gulisxmobs firmis mier konkurentTan SedarebiT

ukeTesi personalis daqiravebas, maT saTanado momzadebas,

TanamSromelTa Soris megobruli atmosferos Seqmnas da

sxva. es principi sayovelTaod karg Sedegs iZleva, magram

gansakuTrebuli miRwevebi gaaCnia momsaxurebis sferoSi.

kargad gawvrTnili, SeTanxmebulad momuSave da maRalkvali-

ficirebuli specialistTa jgufi momsaxurebis karg gare-

mos qmnis. igi klientTa mizidvis efeqtian saSualebas warmo-

adgens.

saqonlis pozicirebaze dadebiT gavlenas axdens fir-

mis diferenciuli imiji. firmisa da misi brendis imiji sa-

qonlis gansakuTrebuli sargeblianobisa da warmatebuli

pozicirebis identuria. es ki momxmarebelTa moTxovnis

zrdas iwvevs.

2. swori konkurentuli upiratesobis SerCeva niSnavs

firmis mier SemuSavebul upiratesobebidan sauke-

Teso alternativis arCevas. muSaobis procesSi

firmam unda gadawyvitos pozicirebis ramden da

romel ganmasxvavebel upiratesobas gamoiyenebs.

sakiTxi imis Sesaxeb Tu ra upiratesobis pozicireba

moaxdinos firmam arc Tu ise martivad gadasawyvetia. zogi

specialisti miiCnevs, rom saWiroa TiToeuli brendis mxo-

lod erTi mTavari upiratesobis pozicireba, romelsac

firma bolomde miyveba. magaliTad, kbilis pastis `qolgeiT

12~-is mwarmoeblebi da distributorebi savaWro SeTavaze-

bebs akeTeben pastis unikalur samkurnalo Tvisebebze. sxva

SemTxvevaSi specialistebi orientacias ramdenime pozicia-

ze akeTeben da myidvels Tavazoben ori, sami da meti niSniT

pozicirebas. magaliTad, xelis sapnis mwarmoebeli firmebi

myidvels Tavazobs produqts, romelic erTdroulad pozi-

168

cirebulia, rogorc gamwmendi, sunis gamqrobi da damarbi-

lebeli saSualeba. ra Tqma unda pozicirebis aseTi midgoma

dasaSvebia. magram aseT SemTxvevaSi firmam Tavi unda daiz-

Rvios sul cota sami iseTi Secdomidan, rogoricaa: aras-

rulfasovani, viwro da damabneveli pozicireba.

pozicirebis Tu romel gansxvavebul formas unda mi-

marTos firmam, wydeba imis gaTvaliswinebiT Tu brendis ro-

meli niSania misTvis arsebiTi. gansxvavebuli niSnis gamoye-

neba rekomedebulia im SemTxvevaSi, Tu igi akmayofilebs Sem-

deg kriteriumebs: mniSvnelovania anu faseuli; gansxvavebu-

lia anu SeTavazebulia saukeTeso formiT; saukeTesoa anu

aris didi sargeblis momtani; SesamCnevia anu myidvelisaT-

vis advilad asaxsneli; daculia anu konkurentisagan xelSe-

uxebeli; xelmisawvdomia anu zomieri fasiT SeTavazebuli;

momgebiani anu firmis gansxvavebuli niSani uzrunvelyofs

momgebianobas.

3. saerTo pozicirebis strategiis SerCeva gulis-

xmobs pozicirebis arsebuli variantebidan momxma-

reblisaTvis yvelaze kargi faseulobis SeTavaze-

bas. konkurentisagan gansxvavebul sasaqonlo bren-

dis srulad pozicirebas brendis faseulobiT ga-

nacxadi ewodeba. igi aris sargeblis sruli kom-

pleqsi, romliTac pozicirebulia brendi.

brendis faseulobaTa ganacxadi iZleva pasuxs myidve-

lis kiTxvaze: `ratom unda SeviZinoT Tqveni brendi?~ maga-

liTisTvis gamodgeba Sveduri avtomanqana `volvo~-s faseu-

lobaTa ganacxadi. igi moicavs Semdeg niSnebs: usafrTxoeba,

saimedoba, tevadoba, dizaini, siswrafe da sxva. yovelive es

iZleva sargeblianobis kompleqss, romelic momxmarebelTa

garkveul kategoriasTan mimarTebaSi kompensacias ukeTebs

masze arsebul sakmaod Zvir fass da ganawyobs myidvels mis

SesaZenad.

ganasxvaveben momgebian faseulobaTa ganacxadis xuT

strategiul variants: meti — metiT, meti — igiveTi, igive —

naklebiT, naklebi — bevrad naklebiT da meti — naklebiT.

1. meti — metiT pozicireba gulisxmobs umaRlesi

klasis saqonlis an momsaxurebis SeTavazebas yve-

laze Zvir fasebSi, riTac miiRweva didi danaxarje-

bis anazRaureba. magaliTad, `mersedes-bencis~ av-

tomanqanebi marTalia ZviradRirebulia, magram

169

kargi faseulobis matarebeli da mimzidvelia (gam-

Zleoba, gamoyenebis xangrZlivoba, saukeTeso xa-

risxi, mdidruli saloni, prestiJi, kargi statusi)

myidvelTa maRalSemosavliani kategoriisaTvis.

2. meti — igiveTi pozicirebis iseTi variantia, rom-

liTac firma Sesabamisi kargi brendiT, magram Seda-

rebiT mcire xarisxiT aqtiurad ewinaaRmdegeba

konkurentebs, romlebsac meti — metiT pozicire-

ben. aseT SemTxvevaSi firma mimarTavs fasebis po-

litikas da acxadebs, rom 80 aTas dolarad Rirebu-

li avtomanqana myidvels SeuZloa SeiZinos 60, 50 an

sulac 40 aTas dolarad.

3. igiv — naklebis varianti xSirad sakmaod did faseu-

lobaTa ganacxads akeTebs. magaliTad, kompania

`del kompiuteri~ kargi xarisxis kompiuterebs

myidvelebs sTavazobs xelsayrel fasebSi. pozici-

rebis es meTodi xSirad gamoiyeneba Camofasebuli

saqonlis maRaziebSi.

4. naklebi — bevrad naklebis pozicirebis strategia

iseTi strategiaa, rodesac firmebi myidvelebs

sTavazoben mdare xarisxis saqonelsa da momsaxure-

bas. magaliTad, Camofasebuli saqonlis maRaziebi

moxmarebisaTvis savsebiT vargis tansacmels yidian

mcire fasebSi. an kidev dabali klasis sastumroebi

klientebs emsaxurebian gacilebiT iafad, vidre ma-

Rali klasis sastumroebi. yvelaze momgebiani avia-

kompaniebic ki iyeneben `naklebi — bevrad naklebi~

pozicirebis strategias, rodesac awyoben iaffasi-

an reisebs, sadac sajdomi adgilebi daunomravia,

ar yavT turistuli agentebi, ar xdeba kvebiT gamas-

pinZleba da sxva.

5. meti — naklebiT pozicirebis strategia droebiTi

RonisZiebaa. igi gulisxmobs didi faseulobis ga-

nacxads mcire fasebiT. magaliTad, kompania `proq-

ter end gembel~ mudmivad Tavis klientebs kargi

xarisxis sarecx saSualebebs mcire fasebSi sTava-

zobs. zogi firma aseT meTods bazarze Sesvlis pir-

vel etapze mimarTavs, xolo SemdgomSi aweul fa-

sebs ubrundeba.

170

miznobriv bazarze saqonlisa da momsaxurebis pozici-

rebis strategiis daskvniTi saqmianoba dakavSirebulia po-

zicirebis ganacxadiT CamoyalibebasTan. pozicirebis ganac-

xadi aris firmis an brendis pozicirebis Semajamebeli maCve-

nebeli. igi aerTianebs informacias: miznobrivi segmentis,

pozicirebis, brendis, koncefciis da ganmasxvavebeli niSne-

bis Sesaxeb.

171

Tavi 9. saqoneli da sasaqonlo politika

9.1. saqonlis cneba da klasifikacia

saqoneli marketingis kompleqsis ZiriTadi elementia.

kompania `nataxtaris” limonaTi, avtomobili Honda, dasvene-

ba antaliaSi, eqimis konsultacia interklinikaSi, pro kre-

dit bankis momsaxureba, sxvadasxva firmis kompiuteri, te-

levizori- yvelaferi es saqonelia. f.kotleris ganmarte-

biT:

`saqonelia yvelaferi, ramac SeiZleba daakmayofi-

los saWiroeba an moTxovnileba da miewodeba bazars yu-

radRebis misapyrobad, SesaZenad, gamosayeneblad an mo-

saxmarad~.1

saqoneli arsebobs rogorc fizikuri obieqtis, ise

momsaxurebis, ideis, organizaciis, adgilis, informaciis,

adamianis samuSao Zalis saxiT.

dReisTvis fizikuri saxiT arsebul saqonelTan erTad

momxmarebelTa moTxovnilebebis dakmayofilebaSi didi

mniSvneloba aqvs momsaxurebas. Zalian xSirad sawarmoTa

marketinguli SeTavazeba erTdroulad moicavs orive kom-

ponents-rogorc fizikuri saxiT arsebul saqonels, ise mom-

saxurebas.

marketingis specialistebi saqonelSi an momsaxurebaSi

gamoyofen sam dones (ix. nax. 9.1):

1) saqonlis Canafiqri;

2) realuri saqoneli;

3) saqoneli gamagrebiT.

saqonlis Canafqiri misi ZiriTadi donea. is gulis-

xmobs saqonlisgan misaReb ZiriTad sargebels, romelic

mwarmoeblebma saqonlis Seqmnis procesSi aucileblad unda

gansazRvron. saqonels momxmareblebi, pirvel rigSi, maT-

Tvis saWiro sargeblis misaRebad yiduloben. televizoris

yidviT momxmareblebi iZenen garTobisa da informaciis mi-

Rebis saSualebas da ara ubralod aparaturas, romliTac Se-

uZliaT sxvadasxva saxis gadacema naxon.


172

saqonlis Canafiqris Sesabamisad iqmneba gansazRvru-

li saxis da xarisxis saqoneli, romelsac aqvs Tavisi saxel-

wodeba, garkveuli Tvisebebi, aris saTanadod SefuTuli. ma-

galiTad, kompania `yazbegis” limonaTi realuri saqonelia

Tavisi saxelwodebiT, NniSan-TvisebebiT, tariTa da gaforme-

biT.

nax. 9.1. saqonlis sami done

saqonlis mesame doneze mwarmoeblebi saqonels amagre-

ben damatebiTi momsaxurebis da sargeblis SeTavazebiT.. da-

matebiTi momsaxurebiT gamagreba, upiratesad, kulturul-

sayofacxovrebo saqonels sWirdeba. ase, magaliTad, avtoma-

turi sarecxi manqanis mwarmoebelma da gamyidvelma kompani-

am SeiZleba momxmareblebs SesTavazos misi Sin mitana, dad-

gma-damontaJeba, sxvadasxva saxis garantia. bevri kompania

myidvelebs gayidvis Semdgom momsaxurebas sTavazobs. gonie-

ri menejerebi sistematurad zrunaven TavianTi saqonlis ga-

173

samagreblad efeqtiani saSualebebis Seqmnaze, rac maT kon-

kurentul brZolaSi exmareba.

saqonlis arsSi safuZvlianad garkvevazea damokidebu-

li marketingis strategiis sworad SerCeva, saqonlis arsSi

garkveva ki SesaZlebelia misi swori klasifikaciiT.

saqonels, upiratesad, or jgufad yofen: samomxmareb-

lo (individualuri moxmarebis) da sawarmoo daniSnulebis,

anu biznessaqoneli. saqonlis am ori ZiriTadi jgufis moxma-

rebis xasiaTi, yidvis sababi da pirobebi, gasaRebis marketin-

guli strategia gansxvavebulia da moiTxovs specifikur

midgomas.

rogorc samomxmareblo, ise sawarmoo daniSnulebis sa-

qoneli gamoyenebis xangrZlivobis mixedviT iyofa sam qvej-

gufad:

1) xangrZlivi moxmarebis saqoneli;

2) moklevadiani moxmarebis saqoneli;

3) momsaxureba.

xangrZlivi moxmarebisaa mravaljeradi gamoyenebis sa-

qoneli, romelic xangrZlivi periodis manZilze akmayofi-

lebs momxmarebelTa moTxovnilebas. saqonlis am qvejgufSi

erTiandeba fexsacmeli, msubuqi avtomanqanebi, macivari,

dazga, Senoba-nagebobebi da a. S.

moklevadiani moxmarebis saqoneli mTlianad ixarjeba

gamoyenebis erTi ciklis ganmavlobaSi an gamoiyeneba ram-

denjerme. aseT saqonels miekuTvneba ualkoholo sasmelebi,

sarecxi saSualebebi, sawvavi, nedleuli da a.S.

momsaxureba moicavs adamianis moqmedebis sxvadasxva

saxes, romelsac erTi mxare yidis meore mxareze da romelic

ganapirobebs meore mxaris moTxovnilebebis dakmayofile-

bas. momsaxurebaSi Sedis Tmis SeWra, SeRebva, saremonto sa-

muSaoebi, advokatis konsultacia da sxv.

samomxmareblo daniSnulebis saqoneli momxmarebelTa

qcevis mixedviT praqtikul marketingSi SeiZleba daiyos

oTx qvejgufad (nax. 9.2):

1) yoveldRiuri moTxovnis saqoneli;

2) winaswari SerCevis saqoneli;

3) gansakuTrebuli moTxovnis saqoneli;

4) pasiuri moTxovnis saqoneli

174

nax. 9.2. samomxmareblo saqonlis klasifikacia momxmare-

belTa qcevis mixedviT.

yoveldRiuri moTxovnis saqonels momxmarebeli Cveu-

lebriv xSirad, minimaluri ZalisxmeviT SeiZens, yovelgvari

mofiqrebis da sxva saqonelTan Sedarebis gareSe. am qvej-

gufSi, Tavis mxriv, SeiZleba gamoiyos yoveldRiuri moTxov-

nis ZiriTadi saqoneli, impulsuri moTxovnis saqoneli da

saqoneli, romelsac momxmarebeli yidulobs eqstremalur,

winaswar gauTvaliswinebel situaciebSi. rogorc wesi, yo-

veldRiuri moTxovnis saqonelze xelsayrelia dabalia. es

saqoneli iyideba masobrivad, rom momxmarebelma Tavisuf-

lad SeZlos misi yidva. yoveldRiuri moTxovnis ZiriTadi

saqonelia puri, saponi, asanTi da sxva, romelTac momxmare-

beli yidulobs regularulad. impulsuri moTxovnis saqo-

nels Cveulebriv momxmarebeli SeiZens danaxvis Semdeg, wina-

175

wari mofiqrebis gareSe. aseTi saqoneli iyideba bevr adgil-

ze, amitom momxmarebels misi Zebna TiTqmis arasodes ar

uwevs. dReisTvis

saqonlis impulsuri yidvis wasaxaliseblad interne-

tis gamoyenebasac ki cdiloben. Gift bastets.com saitis dam-

fuZnebelma gadawyvita Seqmnas saswrafod SesaZeni saCuqre-

bis centri Gift Emergancy Center, romelic SesaZleblobas

miscems momxmareblebs kalaTa, yvavilebi da sxva saqoneli im

dResve miiRon TviTon an gadaugzavnon daniSnulebis obi-

eqts. moulodnelad warmoSobili moTxovnilebebis dasakma-

yofileblad SeiZlebagamoiyenon sxvadasxva saxis saqoneli,

magaliTad, qolga SeiZleba iyidon moulodneli Tavsxma wvi-

mis dros, Ceqma pirveli Tovlis dros.

gansakuTrebuli moTxovnis saqoneli xasiaTdeba unika-

luri TvisebebiT. am saqonels hyavs Tavisi myidvelebi, rom-

lebic mas sxva saqonels ar adareben da uars amboben Sem-

cvlelebis yidvaze. aseT saqonels miekuTvneba moduri tan-

sacmlis sxvadasxva saxeoba, calkeuli markis avtomanqanebi,

samarTlis specialistebis momsaxureba da sxv. gansakuTre-

buli moTxovnis saqonelia, magaliTad, lamborgini, romlis Se-

saZenad myidvelebi ar eridebian damatebiT danaxarjebs. ro-

gorc wesi, gansakuTrebuli moTxovnis saqoneli iyideba Sez-

Ruduli raodenobis savaWro obieqtebSi, romlebic didi qa-

laqebis feSeneblur kvartalebSia ganlagebuli.

winaswari SerCevisaa saqoneli, romelsac momxmarebeli

yidulobs sxva saqonelTan Sedarebisa da winaswar mofiqre-

bis safuZvelze. mas miekuTvneba eleqtrosaqoneli, saojaxo

saqoneli, tansacmeli, aveji, zogierTi saxis momsaxureba.

konkurent produqtebs momxmareblebi erTmaneTs udareben,

ZiriTadad, fasis, xarisxis, garegnuli gaformebis mixedviT.

saqonelze informaciis moZieba da analizi sakmaod did

dros da energias moiTxovs. yidvaze gadawyvetilebis miReba

damokidebulia ara mxolod mis maxasiaTeblebze, aramed misi

mwarmoeblobisa da gamyidvelebis reputaciazec.

pasiuri moTxovnisaa saqoneli, romelsac momxmarebeli

an ar icnobs, an icnobs, magram ar fiqrobs mis SeZena. pasiuri

moTxovnis saqonels miekuTvneba axali saqoneli, romelzec

moTxovna Camoyalibebis procesSia, agreTve saflavis qva,

saflavis adgili, donoris mier sisxlis Cabareba, sicocxlis

176

dazRveva. pasiuri moTxovnis saqonlis gasayidad saWiro

xdeba marketinguli Zalisxmevis gaZliereba, rac momxmareb-

lisTvis meti da damajerebeli informaciis miwodebaSi ga-

movlindeba.

samomxmareblo saqonlis klasifikacia moTxovnis xasi-

aTis mixedviT marketologebs strategiis damuSevebaSi exma-

reba. rogorc wesi, yoveldRiuri moTxovnis, winaswar Sesar-

Cevi, gansakuTrebuli da pasiuri moTxovnis saqonlis myid-

velebi gansxvavebulad iqcevian yidvis dros. gansxvavebu-

lia, agreTve, maTi fasebi, saqonelmoZraobis arxebi da myid-

velebze zemoqmedebis meTodebi (ix. cxrili 9.1).

cxrili 9.1.

marketingi samomxmareblo saqonlis saxeebis mixedviT

# myidvelis

qcevaze moqmedi

faqtorebi

yoveldRiuri

moTxovnis

saqoneli

winaswar

SesarCevi

saqoneli

gansakuTre

buli

moTxovnis

saqoneli

pasiuri

moTxovnis

saqoneli

1 yidvaze

gadawyvetilebi

s miRebis dro

mcire mniSvnelov

ani

xangrZlivi xan mcire

xan

xangrZlivi

2 yidvis sixSire xSirad saSualo iSviaTad xan xSirad

xan

iSviaTad

3 maRaziis

adgilmdebareo

ba

Zalian

mniSvnelovani

mniSvnelov

ani

naklebad

mniSvnelov

ani

mniSvnelov

ani

4 fasis da

xarisxis

Sedareba

iSviaTad

adareben

yovelTvis

adareben

iSviaTad

adareben

iSviaTad

adareben

5 fasis

mniSvneloba

Zalian

mniSvnelovani

mniSvnelov

ani

umniSvnelo xan

mniSvnelov

ani xan

umniSvnelo

6 mwarmoebeli

sawarmos

reputacia

Zalian

mniSvnelovani

mniSvnelov

ani

Zalian

mniSvnelov

ani

ZiriTadad

umniSvnelo

7 gayidvis

obieqtebis

raodenoba

mravalricxovan

i

SezRuduli Zalian

Sezruduli

SezRuduli

8 saqonlis

bazarze win

wawevis

RonisZiebebi

mcire Zalian

didi

didi Zalian

mcire

177

sawarmoo daniSnulebisaa saqoneli, romelsac sawarmo-

ebi Semdgomi gadamuSavebis an biznesSi gamoyenebis mizniT

yiduloben. SesaZlebelia, erTi da igive saqoneli, yidvis

miznis Sesabamisad, iyos erT SemTxvevaSi samomxmareblo, me-

ore SemTxvevaSi ki sawarmoo daniSnulebis. ase, magaliTad,

Tu WurWlis sarecx manqanas momxmarebeli ojaxSi gamosaye-

neblad iyidis, is, cxadia, iqneba samomxmareblo, magram Tu

sarestorno biznesSi gamosayeneblad SeiZens sawarmoo da-

niSnulebis. saqonels profesionalebi yiduloben. maTi mo-

valeobaa saqonlis yidvaze gadawyvetilebis miReba mxolod

saTanado dasabuTebis safuZvelze da saxsrebis ekonomiu-

rad xarjvis pirobebSi.

warmoebis procesSi monawileobis mixedviT sawarmoo

daniSnulebis saqoneli SeiZleba daiyos sam jgufad (ix. nax.

9.3).

1) masalebi da detalebi;

2) kapitaluri qoneba;

3) damxmare masalebi da momsaxureba.

nax. 9.3. biznesproduqtebis klasifikacia warmoebis

procesSi monawileobis mixedviT

178

masalebi da detalebi mTlianad gamoiyeneba produq-

tis warmoebisTvis erTi ciklis ganmavlobaSi. masSi erTian-

deba nedleuli, naxevarfabrikatebi da detalebi. nedleul-

Si Sedis xorbali, bamba, xil-bostneuli, navTobi, sxvadasxva

saxis madani da a.S. nedleuli mTlianad gamoiyeneba warmoe-

bis erTi ciklis ganmavlobaSi da xdeba mza produqtis nawi-

li mxolod gadamuSavebuli(Secvleli) saxiT. naxevarfabri-

katebi da detalebi SeiZleba iyos an materialuri komponen-

ti an kompleqturi mowyobiloba. warmoebis procesSi mate-

rialuri komponentebis damuSaveba grZeldeba, magaliTad,

narTis qsovilis warmoebaSi. rac Seexeba kompleqtur mowyo-

bilobebs, isini yovelgvari gadamuSavebis gareSe gamoiyene-

ba produqciis Sesaqmnelad. magaliTad, Zrava manqanaSi Ca-

montaJdeba cvlilebis gareSe. saburavi manqanas aseve cvli-

lebis gareSe ukeTdeba.

kapitalur qonebaSi Sedis sawarmoo simZlavreebi da

damxmare danadgarebi (mowyobilobebi). sawarmoo simZlavre-

ebi moicavs stacionalur Senoba-nagebobebs da staciona-

lur danadgarebs. stacionalur danadgarebs miekuTvneba

dazga, amwe, burRi, kompiuteruli sistema da sxv. damxmare

danadgarebia samuSao iaraRebi da saofise mowyobilobebi.

stacionaluri Senoba-nagebobebisa da danadgarebisgan gan-

sxvavebiT damxmare danadgarebi mxolod xels uwyoben war-

moebis process da stacionalur danadgarebTan SedarebiT

mokle drois ganmavlobaSi emsaxurebian mas.

damxmare masalebisa da momsaxurebis Rirebulebac ar

Sedis mza nawarmSi. damxmare masalebi ori saxisaa: samuSao

masalebi da teqnikuri momsaxurebis da remontis dros gamo-

yenebuli masalebi. samuSao masalebs miekuTvneba: qvanaxSiri,

saweri qaRaldi, pasta, fanqrebi da a.S. teqnikuri momsaxure-

bis da remontis dros gamoyenebul masalebSi Sedis saReba-

vebi, jagrisebi, lursmnebi da a.S. damxmare masalebis yidva-

ze gadawyvetilebis miReba ar moiTxovs did Zalisxmevas. ma-

Ti yidva xorcieldeba cvlilebebis gareSe ganmeorebiTi

Sesyidvebis meTodiT. damxmare masalebs Suamavlebis gamoye-

nebiT yiduloben da yidian. am saxis saqonlis warmoeba da

moxmareba ganfenilia did teritoriaze, fasebi SedarebiT

dabalia, momxmareblis erTgulebis xarisxi naklebad aris

gamoxatuli.

179

biznesmomsaxureba SeiZleba iyos teqnikuri da sare-

monto, agreTve, sakonsultacio. teqnikur momsaxurebasa da

remontSi Sedis fanjrebis gawmenda, saweri magidebis SekeTe-

ba, kompiuterebis remonti. sakonsultacio momsaxureba sa-

warmoebs sWirdebaT, rogorc wesi, axali amocanebis gadasaw-

yvetad. sakonsultacio momsaxurebas SeiZleba hqondes sa-

marTlebrivi xasiaTi. SesaZlebelia am saxis momsaxureba

dasWirdeT xelmZRvanel muSakebs marTvis procesSi warmo-

Sobili problemebis mosagvareblad.

sawarmoo daniSnulebis saqoneli samomxmareblo saqo-

nelTan SedarebiT xasiaTdeba specifikuri niSan-TvisebebiT,

rac ganapirobebs gansxvavebul marketingul midgomas misi

warmoebisa da gasaRebis procesSi (ix. cxrili 9.2).

cxrili 9.2.

marketinguli saqmianoba sawarmoo daniSnulebis saqonlis ZiriTadi saxeebis mixedviT

# myidvelis qcevaze

moqmedi

faqtorebi

masalebi da

detalebi

kapitalu

ri qoneba

damxmare

masalebi da

momsaxureba

1 yidvaze

gadawyvetilebis

miRebis dro

xangrZlivi mniSvnelo

vani

mcire

2 yidvis sixSire xSirad iSviaTad saSualo

3 savaWro obieqtis

adgilmdebareoba

Zalian

mniSvnelova

ni

naklebad

mniSvnelo

vani

mniSvnelovani

4 fasis da

xarisxis Sedareba

Zalian

xSirad

xSirad iSviaTad

5 fasis

mniSvneloba

Zalian didi didi naklebi

6 mwarmoebeli

sawarmos

reputacia

Zalian

mniSvnelova

ni

mniSvnelo

vani

naklebad

mniSvnelovani

7 savaWro

obieqtebis

raodenoba

SezRuduli Zalian

SezRudu

li

mravalricxovan

i

8 saqonlis bazarze

win wawevis

RonisZiebebi

umniSvnelo umniSvnel

o

Zalian

umniSvnelo

180

9.2. sasaqonlo politikis arsi da misi SemuSaveba

sasaqonlo politikaSi igulisxmeba sawarmos mier

gatarebuli gansazRvruli kursi, romelmac unda uzrun-

velyos bazris moTxovnebis Sesabamisad sasaqonlo asor-

timentis formireba da marTva, saqonlis SefuTva da mar-

kireba da misi konkurentunarianoba bazarze.

sasaqonlo politikas unda gaiTvaliswinos sawarmos

interesebi grZelvadian perspeqtivaSi da gamoricxos saTa-

nado analizis Catarebis gareSe gadawyvetilebebis miReba.

sasaqonlo politika sawarmoo da marketinguli politikis

Semadgeneli nawilia. misi damuSavebis da praqtikaSi gatare-

bisTvisaTvis aucilebelia garkveuli pirobebis dacva, ker-

Zod, saWiroa sawarmos ZiriTadi miznisa da misgan gamomdina-

re amocanebis arsSi safuZvlianad garkveva, sawarmoo-gasa-

RebiTi strategiis damuSaveba, bazris ZiriTadi moTxovnebis

Seswavla, mimdinare da potenciuri SesaZleblobebis gamov-

lena.

sworad SemuSavebuli da gatarebuli sasaqonlo poli-

tikis pirobebSi SesaZlebelia Semdegi amocanebis gadawyve-

ta:

1) optimaluri sasaqonlo asortimentis Seqmna;

2) saqonlis asortimentis periodulad ganaxleba sa-

qonlis sasicocxlo ciklis etapebze dakvirvebis

Sedegebis Sesabamisad;

3) swori Tanafardoba damyareba axali da tradiciuli

saqonlis warmoebis moculobebs Soris;

4) axali saqonlis bazarze droulad da xelsayrel

segmentze gatana;

5) saqonlis droulad moxsna warmoebidan;

sasaqonlo politikis amosavali cnebaa sasaqonlo

asortimenti, romelsac xSirad aigiveben sasaqonlo nomen-

klaturis cnebasTan da gulisxmoben konkretuli mewarmis

mier bazrisTvis SeTavazebuli yvela saxis saqonlis erTob-

liobas.

sasaqonlo asortimenti Sedgeba saqonlis sxvadasxva

saxisgan. saqonlis calkeul saxeSi gamoyofen asortimen-

181

tul jgufebs, asortimentul jgufebSi ki asortimentul

poziciebs.

optimaluri sasaqonlo asortimentis Seqmna SesaZlebe-

lia mxolod misi dagegmvisa da marTvis mecnierulad dasa-

buTebuli sistemis safuZvelze. sasaqonlo asortimentis

dagegmva da marTva rTuli procesia, radgan sawarmos inte-

resebidan gamomdinare sasaqonlo asortimentis ganaxleba

mudmivad unda ganxorcieldes. aseTi midgomis gareSe sawar-

mos gauWirdeba konkurentebTan dapirispireba.

sasaqonlo asortimentis marTva gansxvavebuli xasia-

Tisaa calkeul sawarmoebSi ara mxolod sxvadasxva, aramed

erTi da igive saxis saqonelzec. magram yvela SemTxvevaSi sa-

saqonlo asortimentis dagegmvisa da marTvis procesSi ad-

genen saqonlis saxeebsa da saxesxvaobebs, iReben gadawyveti-

lebebs ararentabeluri saqonlis warmoebis Sewyvetis da

axali da gaumjobesebuli saqonlis Seqmnis mizniT mecnieru-

li kvlevis gansaxorcieleblad, amtkiceben saqonlis warmo-

ebis da amisTvis saWiro finansuri resursebis gamoyofis

gegmebs, gansazRvraven Tanafardobas saqonlis masobrivi da

individualuri SekveTebiT warmoebis moculobebs Soris.

rogorc praqtikam uCvena, sawarmoTa umetesoba saqmia-

nobas iwyebs saqonlis viwro asortimentiT, romelic Tanda-

TanobiT farTovdeba momxmarebelTa moTxovnisa da sawar-

mos strategiuli miznebis urTierTdakavSirebis safuZvel-

ze.

sasaqonlo politikis damuSavebisas saTanado yurad-

Reba unda mieqces saqonlis SefuTvisa da markirebis sa-

kiTxs.

saqonlis SefuTviT mwarmoebeli da gamsaRebeli sawar-

moebi moxerxebul pirobebs uqmnian myidvelebs saqonlis Se-

saZenad, rac aCqarebs realizacias. am TvalsazrisiT SefuT-

va ganixileba rogorc saqonlis gasaRebis stimulirebis sa-

Sualeba.

bazarze gasayidad gamotanili bevri saqonlis SefuTva

aucilebelia, radgan amis gareSe misi momxmareblisTvis mi-

wodeba ver moxerxdeba. amasTan, saqonelTa erTi nawilis ga-

saRebis procesSi SefuTva arsebiT rols ar asrulebs. ase,

magaliTad, kosmetikuri nawarmisaTvis SefuTva metad mniS-

vnelovania, iafasiani saojaxo saqonlisTvis ki is umniSvne-

lo rols asrulebs. SefuTva Zalian mniSvnelovania higienu-

182

ri TvalsazrisiTac. es, pirvel rigSi, exeba kvebis produq-

tebs, romlebic garecxvis gareSe moixmareba (pur-funTuSe-

uli, makaronis nawarmi da sxv.).

SefuTvaSi igulisxmeba saqonlis saTavsi an garsi,

romlis ZiriTadi daniSnuleba gafuWebisa da dazianebis-

gan saqonlis dacvaa, magram SefuTvis daniSnulebis mxo-

lod maTze dayvana araviTar SemTxevaSi ar SeiZleba.

amasTan, SefuTva mowodebulia:

1) uzrunvelyos saqonlis racionaluri partiis

Seqmna transportirebis, datvirTvisa da gad-

motvirTvis procesis gaiolebisTvis;

2) misces SesaZlebloba Sesabamisi profilis sa-

warmoebs saqonlis racionaluri odenobiT Se-

naxvisTvis;

3) iyos reklamis mniSvnelovani wyaro.

ukanasknel periodSi SefuTvas ganixilaven rogorc

marketingis erT-erT mniSvnelovan saSualebas. kargad Sefu-

Tuli saqoneli xelsayrelia aramarto momxmareblisTvis,

aramed mwarmoeblisTvisac, radgan is saqonlis gasaRebis

stimulirebis damatebiTi saSualebaa.

SefuTvas mravalsaukunovani istoria aqvs. jer kidev

pirvelyofili adamianebi iyenebdnen veluri xil-kenkris

tyidan gamoqvabulebSi gadasatanad cxovelTa tyavebsa da

mcenareebisagan dawnul kalaTebs. arqeologiuri gaTxrebis

Sedegad mecnierebis mier aRmoCenilia Tixis sxvadasxva mo-

culobis WurWeli, romelSic uZvelesi adamianebi sxvadasxva

saxis siTxesa da marcvleuls inaxavdnen. Zvelma egvipteleb-

ma siTxis Sesanaxad pirvelad gamoiyenes Tixis WurWeli. Sua

saukuneebSi SesafuT masalad gamoiyeneboda tyavi, qsovili,

xis masala, qva, keramika, mina. mravali saukunis ganmavlobaSi

safuTavis daniSnuleba iyo saqonlis Senaxva da transporti-

reba.

praqtikul marketingSi SefuTva uzrunvelyofs Semde-

gi amocanebis gadawyvetas: is produqts dazianebis, gafuWe-

bisa da datacebisgan icavs. safuTavi, masze gakeTebuli war-

werebiT, momxmareblisTvis megzuria saqonlis gacnobisa da

SeZenis gzaze. SefuTva icavs ra produqts garegani faqto-

rebis araxelsayreli zemoqmedebisgan da amis Sesabamisad ga-

fuWebisgan, uzrunvelyofs saqmianobis ufro efeqtianad

ganxorcielebas.

183

zogjer produqtis SemadgenlobaSi raimes Secvla Za-

lian saSiSia janmrTelobisTvis, rac bevr sawarmos safuTa-

vis gaumjobesebisken ubiZgebs. ase, magaliTad, zogierTi

wamlis SemadgenlobaSi araxelsayrelma Carevam SeiZleba pa-

cientis sikvdilic ki gamoiwvios. amis Tavidan acileba Se-

saZlebelia Wamlebis saTanadod SefuTvis gziT.

dReisTvis ganviTarebul qveynebSi saqonlis SefuTvis

sazRvrebi mkveTrad gafarTovda. amis mizezi uamravia, mag-

ram maT Soris unda gamoiyos Semdegi: TviTmomsaxurebis me-

TodiT saqonlis gayidvis gafarToeba, momxmarebelTa eko-

nomiuri SesaZleblobebis zrda, firmis da sasaqonlo markis

imiji.

TviTmomsaxurebis meTodiT saqonlis gayidvis dros

produqtis Sesaxeb informacias myidvels safuTavze gakeTe-

buli warwerebi awvdis. warweris Sinaarsi iseTi unda iyos,

rom myidveli darwmundes saqonlis dadebiT TvisebebSi da

gadawyvitos misi yidva.

cxovrebis donis amaRlebasTan erTad izrdeba momxma-

rebelTa moTxovnebi saqonlis SefuTvis xarisxze. ekonomi-

kuri SesaZlebloba saSualebas aZlevs momxmareblebs meti

yuradReba dauTmon safuTavis garegnul saxes, saimedooba-

sa da prestiJulobas. SefuTvis procesis srulyofasa da ga-

farToebas xels uwyobs is faqtoric, rom bevri firma Tavi-

si da saqonlis imijis Seqmnisa da popularizaciis erT-erT

mniSvnelovan saSualebad SefuTvas miiCnevs. SefuTvam xeli

unda Seuwyos saqonlis imijis ganmtkicebas.. kargia, roca

momxmareblebi SefuTvis mixedviT uceb cnoben ama Tu im

firmis saqonels. ase, magaliTad, firmis myidvelebisTvis

kargadaa cnobili firma Kodak-is yviTeli feris yuTebi. zo-

gierTi firma SefuTvis dapatentebasac ki axdens, riTac mas

icavs konkurenti firmebisgan. amas gansakuTrebuli mniSvne-

loba eniWeba maSin, roca SefuTvis dizaini arsebiT rols as-

rulebs saqonelze momxmareblTa Sexedulebebis Camoyali-

bebaSi. SefuTvas gaaCnia siaxlis danergvis didi SesaZleb-

lobebi. siaxle uzrunvelyofs saqonlis Senaxvis vadis gadi-

debas da amis Sesabamisad mwarmoebelTa reputaciis amaRle-

bas.

saqonlis SefuTvasTan uSualod aris dakavSirebuli

markireba, romelic xorcieldeba etiketis, iarliyis saSua-

lebiT. ganviTarebul qveynebSi farTod gamoiyeneba agreTve

184

markireba Strixuli kodebis meSveobiT. etikets SeiZleba

hqondes saqonelze mimagrebuli ubralo saWdis saxe an war-

moadgendes erTian grafikul kompozicias, romelic SefuT-

vis ganuyofeli nawilia. etiketze zogjer mocemulia mxo-

lod samarko saxelwodeba, zogjer ki vrceli informacia sa-

qonelze. aris SemTxvevebi, roca saqonlis gamyidveli arCevs

mokle, martiv etikets, magram kanoni moiTxovs damatebiTi

informaciis ganTavsebas masze.

etiketma unda Seasrulos ramdenime funqcia, romel-

Tac SearCevs TviTon saqonlis gamyidveli. etiketis meSveo-

biT SesaZlebelia saqonlis an markis identifikacia, xaris-

xis miTiTeba, saqonlis mokle daxasiaTeba warmoebis adgi-

lis da drois, gamoyenebis wesis da teqnikuri usafrTxoebis

pirobebis miTiTebiT, saqonlis propaganda mimzidveli gra-

fikuli Sesrulebis meSveobiT.

etikets waeyeneba mTeli rigi moTxovnebi, romelTa

dacva bevr qveyanaSi samarTlebrivad regulirdeba. es moT-

xovnebia: sazogadoebisaTvis saqonelze swori informaciis

miwodeba, saqonlis Semadgeneli komponentebis srulad mi-

TiTeba, saqonlis gamoyenebis procesSi teqnikuri usaf-

rTxoebis wesebis srulyofilad CamoTvla da sxva.

saqonlis SefuTva da markireba SeiZleba ganvixiloT

rogorc bazarze mwarmoeblis da gamyidvelis “savizito ba-

raTi”, romlis meSveobiTac myidveli amyarebs kontaqts sa-

qonelTan. isini imavdroulad warmoadgenen reklamis

mZlavr instruments, romelic uzrunvelyofs moTxovnis Ca-

moyalibebas da gasaRebis stimulirebas. aRniSnulidan ga-

momdinare aucilebelia maTi sistematuri srulyofa, rac,

jer erTi, daaCqarebs saqonlis realizaciis process da, me-

ore, Tavidan aacilebs sawarmos mza produqciis danakar-

gebs.

saqonlis konkurentunarianobis uzrunvelyofac sasa-

qonlo politikis mniSvnelovani Semadgeneli nawilia. kon-

kurentunarianobaa. bazarze saqonlis warmatebis mTavari

faqtori. uCvenebs konkurentebTan SedarebiT saqonlis Se-

sabamisobis maRal dones bazris moTxovnebTan xarisxobrivi,

teqnikuri, ekonomikuri da sxva maCveneblebis mixedviT.

konkurentunarianoba gulisxmobs saqonlis im ni-

San-Tvisebebis erTobliobas, romlebic gansazRvraven ba-

185

zarze mis warmatebas da upiratesobas masTan konkurenci-

aSi myof analogiur saqonelTan SedarebiT.

saqonlis konkurentunarianobis ZiriTadi maCvenebe-

lia xarisxi. masSi igulisxmeba im niSan-Tvisebebis erTobli-

oba, romlebic gansazRvraven saqonlis mier momxmareblebis

moTxovnilebebis dakmayofilebis unars. rogorc wesi, mom-

xmareblebs ainteresebT saqonlis is niSan-Tvisebebi, romle-

bic daakmayofileben maT moTxovnilebebs. swored sasargeb-

lo niSan-Tvisebebis erToblioba gadaaqcevs produqts mox-

marebis sagnad.

xarisxs da konkurentunarianobas xSirad erTmaneTTan

aigiveben, rac arasworia. maTi SedarebiTi daxasiaTebidan

(ix. cxrili 9.3) Cans, rom:L

1) konkurentunarianoba xarisxisgan gansxvavebiT mxo-

lod sabazro ekonomikisTvis damaxasiaTebeli kate-

goriaa;

2) konkurentunarianoba xarisxTan SedarebiT ufro

dinamikuri da cvalebadi bunebisaa. erTi da igive

xarisxis saqoneli erTsa da imave bazarze sxvadasxva

dros gansxvavebuli konkurentunarianobiT xasiaT-

deba. amasTan, erTi da imave xarisxis saqoneli sxva-

dasxva bazarze zogjer gansxvavebul konkurentuna-

rianobas avlens. arsebobs gamonaklisebic. zogierT

bazarze dabalxarisxiani saqoneli maRalxarisxian

saqonelTan SedarebiT ufro kargad iyideba;

3) gansxvavebulia xarisxisa da konkurentunarianobis

gansazRvris meqanizmi. xarisxi dgindeba erTgvaro-

vani produqtebis niSan-Tvisebebis specialuri or-

ganizaciebis mier winaswar dadgenil standarteb-

Tan Sedarebis gziT. rac Seexeba konkurentunaria-

nobas, misi gansazRvris mizniT konkurenti produq-

tebis niSan-Tvisebebi Seudardeba momxmarebelTa

moTxovnilebebs, Semdeg ki erTmaneTs. zogjer er-

TmaneTs araerTgvarovan saqonelsac upirispireben,

Tu isini erTi da igive moTxovnilebebs akmayofile-

ben.

4) gansxvavebulia xarisxisa da konkurentunarianobis

fasze damokidebulebac. fasi xarisxzea damokide-

buli, konkurentunarianoba ki fasze. cxadia, rac

186

ufro xarisxiania saqoneli, miT Zviria misi fasi.

amasTan, rac ufro mcirea fasi, umetes SemTxvevaSi,

is ufro konkurentunariania bazarze.

cxrili 9.3.

saqonlis xarisxisa da konkurentunarianobis SedarebiTi daxasiaTeba

xarisxi konkurentunarianoba

mudmivi kategoriaa axasiaTebs upiratesad sabazro

ekonomikas

saqonlis naklebad dinamikuri

da cvalebadi maCvenebelia

xarisxTan SedarebiT ufro

dinamikuri da cvalebadia

gansazRvreba specialuri

organizaciebis mier dadgenil

standartebTan saqonlis niSan-

Tvisebebis Sedarebis gziT

dgindeba bazarze

fasis sididis ganmsazRvrelia damokidebulia fasze

dgindeba saqonlis ZiriTadi

niSan-Tvisebebis safuZvelze

ganisazRvreba saqonlis im niSan-

TvisebebiT, romlebic mocemul

momentSi yvelaze mniSvnelovania

momxmareblisTvis

xarisxi ganisazRvreba saqonlis im niSan-TvisebebiT,

romelTac eyrdnoba misi ZiriTadi sargeblianoba. rac See-

xeba konkurentunarianobas, misi safuZvelia saqonlis is ni-

San-Tvisebebi, romlebic mocemul bazrebze drois mocemul

monakveTSia mniSvnelovani momxmareblisTvis. ekonomiuri

gaWirvebis dros momxmarebeli arsebiT mniSvnelobas aniWebs

fass, sagarantio vadas, saqonlis Secvlis uflebas da gamo-

yenebis xangrZlivobas. saqonlis xarisxi, prestiJuloba, mo-

duroba, unikaluroba, siaxlis done, SefuTva da zogierTi

sxva maCvenebeli misTvis naklebad mniSvnelovania an SeiZle-

ba isini momxmareblebma saerTodac ar miiRon mxedvelobaSi.

mosaxleobis gaRatakebuli fenebisTvis mTavari gadarCenaa,

rasac ar sWirdeba moduri da prestiJuli saqoneli.

saqonlis konkurentunarianobis maCveneblebs miekuT-

vneba, agreTve, teqnikuri, ergonomikuri, esTetikuri da

normatiuli maCveneblebi.

187

saqonlis konkurentunarianobis teqnikuri maCveneblebi

asaxaven mis funqciur daniSnulebas. es maCveneblebi gansxvave-

bulia saqonlis saxeebis mixedviT. ase, magaliTad, satvirTo

transportis funqciuri daniSnuleba erTi gadazidvis

dros gadatanili tvirTis moculobiT ganisazRvreba, xolo

Carxisa drois garkveul periodSi warmoebuli produqciis

raodenobiT.

ergonomikuri maCveneblebi uCveneben produqciis Sesa-

bamisobas adamianis organizmis moTxovnilebebTan. bazarze

gamotanili kvebis produqtebi unda Seicavdes adamianis or-

ganizmisTvis saWiro cilebs, cximebs, naxSirwylebs da vita-

minebs. mwarmoeblebma unda daicvan kvebis produqtebis Se-

naxvis vadebi. isini unda iyos ekologiurad sufTa. mxolod

aseT SemTxvevaSi iyidis mas momxmarebeli.

esTetikuri maCveneblebi produqtis garegnul saxes

axasiaTeben. isini xels uwyoben momxmareblis mier saqonlis

dadebiTad aRqmis process. esTetikuri maCveneblebia: for-

ma, gamomxatveloba ferebiT, damuSavebis xarisxi. formis

aRqma damokidebulia momxmareblis individualur gemovne-

baze, tradiciebsa da arsebul garemoze. feric did gavlenas

axdens saqonlis aRqmis procesze adamianis fsiqikaze zemoq-

medebis gziT. ferebis unars daawynaros an aRagznos adamia-

ni kargad iyeneben biznesmenebi saqonlis realizaciis pro-

cesSi.

normatiuli maCveneblebi asaxaven produqciis im ni-

San-Tvisebebs, romelebic daculia mocemul bazarze saval-

debulo normebiT, standartebiT, kanonmdeblobiT. sxvadas-

xva qveyanaSi saqonlis niSan-Tvisebebis mimarTgansxvavebuli

moTxovnebia, rac aucileblad unda gaiTvaliswinon firmeb-

ma saerTaSoriso doneze gasvlisas.

saqonlis konkurentunarianobis ekonomikuri maCveneb-

lebi axasiaTeben momxmareblis mier saqonlis yidvasa da ga-

moyenebaze gaweul xarjebs, romlebic saqonlis yidvis da

moxmarebis fasiT gamoixateba. saqonlis fasi xarisxTan

erTd xSirad gadamwyvet rols asrulebs konkurentunaria-

nobis Sefasebisas. moxmarebis fass gansakuTrebiT didi mniS-

vneloba eniWeba teqnikurad rTul saqonelze, romlis gamo-

yenebis o xarjebi xSirad aRemateba yidvis xarjebs. mosaxle-

obis farTo fenebi yiduloben upiratesad im saqonels, rom-

lis moxmarebis fasic minimaluria.

188

xarisxisa da konkurentunarianobis sakiTxs gadamwyve-

ti mniSvneloba eniWeba marketingis strategiaSi. amis mizezi

saqmianobis momxmarebelTa interesebis Sesabamisad warmar-

Tvaa, rac, pirvel rigSi, xarisxiani da konkurentunariani sa-

qonlis warmoebas gulisxmobsd.

konkurentunariani saqonlis warmoeba mWidroukavSir-

deba saqonlis ganaxlebis process. konkurentuli upirate-

sobis momtani axali saqoneli warmoSobs axal moTxovnile-

bebas da warmoebis gafarToebis safuZveli xdeba.

9.3. sasaqonlo niSani da misi mniSvneloba marketingSi

saqonlis marketingul strategiaSi did mniSvnelobas

aniWeben sasaqonlo niSans, romelTanac dakavSirebulia sa-

saqonlo markis, samarko(safirmo) saxelwodebis, samarko

niSnis cnebebi.

sasaqonlo marka an ubralod marka (brendi) arsebobs

saxelis, terminis, niSnis, simbolos, naxatis, asoebis,

ricxvebis an maTi sxvadasxva kombinaciis saxiT.

sasaqonlo marka saqonels eniWeba sxva sawarmos analo-

giuri saqonlisgan gansxvavebis mizniT.

sasaqonlo markis is nawili, romelsac sityvebiT ga-

moTqvamen, samarko saxelwodebaa.

samarko saxelwodebebia, .magaliTad, “Colgate” , “Sony”,

“Toyota”, “Honda”, “Nike”.

sasaqonlo markis nawili, romelic arsebobs simbo-

loebis, Seferilobebis, gamosaxulebis, asoebis, an sxva

saxis aRniSvnebis saxiT, samarko niSania.

samarko niSani sityvebiT ar gamoiTqmeba. is SeiZleba

amoicnon.

sasaqonlo niSani mTlianad marka an misi nawilia,

romelic samarTlebrivad daculia.

sasaqonlo niSani icavs saqonlis gamyidvelis gansa-

kuTrebul uflebebs samarko saxelwodebis an samarko niSnis

kuTvnilebaze. sasaqonlo niSani praqtikaSi ganixileba ro-

gorc savaWro marka an safirmo niSani.

sasaqonlo marka, samarko saxelwodeba an samarko niSa-

ni marketinguli aRniSvnebia, romlebic iuridiulad ver

189

icaven saqonels konkurentebisgan. amitom sawarmoebi maT

registraciaSi atareben. registraciis aRsaniSnavad gamoi-

yeneba wreSi Casmuli aso R. saerTod, bazarze ufrokargad

iyideba sasaqonlo niSnis mqone saqoneli, vidre sasaqonlo

niSnis armqone, saqonelTan SedarebiT.

marketinguli TvalsazrisiT sasaqonlo niSani saqo-

nelze pasuxismgeblobis gansakuTrebuli simboloa. is miu-

TiTebs imaze, Tu vis ekuTvnis mocemuli saqonlis warmoebi-

sa da realizaciis ufleba da vinaa pasuxismgebeli saqonlis

xarisxze. maSasadame, sasaqonlo niSani myidvelisTvis saTa-

nado xarisxis saqonlis SeZenis mamoZravebeli motivi da Ta-

viseburi saxis garantiaa, rac aCqarebs realizaciis pro-

cess.

saqonlisTvis samarko saxelwodebis miniWebis praqti-

kam ganvlo ganviTarebis garkveuli gza. adre saqonlis masis

umetesoba iyideboda samarko saxelwodebis gareSe, II msof-

lio omis Semdgom ki imdenad gafarTovda samarko saxelwo-

debebis miniWebis kampania, rom dReisTvis ganviTarebul

qveynebSi TiTqmis arc erTi saqoneli ar aris bazarze samar-

ko saxelwodebis gareSe. amasTan, bolo wlebSi SeiniSneba sa-

pirispiro tendencia. izrdeba samarko saxelwodebis gareSe

warmoebuli da realizebuli saqonlis raodenoba, radgan am

SemTxvevaSi fasebi dabalia. fasebis Semcirebis SesaZleblo-

bas iZleva dabali xarjebi reklamasa da SefuTvaze.

samarko saxelwodebam unda daakmayofilos garkveuli

moTxovnebi. sasurvelia samarko saxelwodebiT xazi gaesvas

saqonlis ZiriTad Rirebulebebs. markis saxelwodeba advi-

lad unda warmoiTqvas da azris dakargvis gareSe gadaiTar-

gmnos sxva enaze, rasac gansakuTrebiT didi mniSvneloba aqvs

saerTaSoriso kompaniebisTvis. ar unda gamoiyenon sxva kom-

paniebis mier adre registrirebuli saxelwodebebi.

markebis saxelwodebis SerCevis procesSi sawarmoebi

iTvaliswineben rogorc menejerebis, ise momxmareblebis mo-

sazrebebs. yvela SemTxvevaSi SerCeulma samarko saxelwode-

bam unda miizidos momxmarebeli. msoflioSi dReisTvis didi

popularobiT sargeblobs Semdegi dasaxelebis markebi: Sony,

Adidas, Panasonic, Mercedes-benz, Toyota, Coca-Cola da a. S.

Tu sawarmom sworad SearCia markis saxelwodeba da sa-

qonelic Tavisi TvisebebiT daakmayofilebs momxmarebelTa

190

moTxovnilebebs, momxmarebeli saxelwodebas gaaigivebs war-

matebul saqonelTan da mudmivi myidvelebis wrec advilad

yalibdeba. aseT dros markebs Suamavlebis mxardaWeris mo-

povebac uadvildebaT. ase, magaliTad, kompania Reebok-s Ta-

vidan Zalian gauWirda distributorebis mxardaWeris mopo-

veba, dRes ki es marka SuamavlebSi kargi avtoritetiT sar-

geblobs. markis kargi avtoriteti dadebiTad moqmedebs

mwarmoebeli an gamsaRebeli kompaniis sxva saqonelzec. kom-

pania Procter&Gamble-ma markis saxelwodeba 90 dasaxelebis

saqonelze daaxloebiT 20 Tvis ganmavlobaSi gaavrcela.

samarko saxelwodebis miniWeba SeiZleba gadawydes

sxvadasxva gziT:

1) individualuri samarko saxelwodebebi. maT saqo-

nels mwarmoeblebi aniWeben maSin, roca ar surT Ta-

vianTi imijis momxmareblis mier saqonlis aRqmis

procesTan dakavSireba. aseT pirobebSi, Tu saqone-

li damarcxdax bazarze, mwarmoebeli ar dazaralde-

ba. am strategias mxars uWers korporacia Proc-ter&Gamble.

2) erTiani samarko saelwodeba yvela saqonlisTvis.

am strategias mwarmoeblebi mimarTaven xarjebis

Semcirebis mizniT. saqonlisTvis erTiani samarko

saxelwodebis miniWebis SemTxvevaSi misi bazarze ga-

tana iafi jdeba, radgan ar aris aucilebeli rekla-

maze didi odenobiT xarjebis gaweva. aseTi strate-

giiT muSaobs aSS-s kompania General Elektric. 3) erTi jgufis saqonlisTvis koleqtiuri (erTiani)

samarko saxelwodeba. am politikas sawarmo iyenebs

maSin, roca awarmoebs an yidis sruliad gansxvavebu-

li saxis sxvadasxva saqonels. am strategias mxars

uWers Sears. 4) firmis savaWro saxelwodebis da saqonlis indi-

vidualuri markis Serwyma. firmis savaWro sxel-

wodeba axal saqonels aZlevs kanonier saxes, indivi-

dualuri samarko saxelwodeba ki miuTiTebs mis ga-

numeoreblobaze. aseT midgomas mxars uWers firma

Kellog. sasaqonlo niSani ssafirmo stilis Semadgeneli nawi-

lia.

191

safirmo stilSi igulisxmeba im grafikuli, enobri-

vi da sxva saxis xerxebis erToblioba, romelic uzrun-

velyofs mwarmoeblisa da gamyidvelis mTeli produqciis

garkveul mTlianobaSi aRqmas. is imavdroulad erTmaneTs

upirispirebs mwarmoeblebsa da konkurentebs da maT sa-

qonels.

safirmo stilis Semadgeneli ZiriTadi elementebia:

1) sasaqonlo niSani;

2) logotipi.is firmis sruli an Sekvecili saxelwo-

debis (an misi sasaqonlo jgufebis) specialurad

Seqmnili, originaluri anabeWdia;

3) safirmo bloki. is kompoziciaSi aerTianebs sasa-

qonlo niSans da logotips, agreTve, sxvadasxva ti-

pis ganmartebiT warwerebs (qveyana, misamarTi, te-

lefoni, teleqsi) da arc Tu iSviaTad “safirmo lo-

zungs”, rogorc firmis komerciuli da teqnikuri

kredos gamoxatulebas;

4) safirmo feri (ferTa Sexameba);

5) Sriftebis safirmo kompleqti;

6) safirmo konstantebi (formati, teqstis dakabado-

nebis da ilustraciebis sistema da sxva).

garkveuli zomiT safirmo stili firmis muSaobis, misi

sasaqonlo, teqnikuri, savaWro politikis, zogjer Sinagani

organizaciis gamoxatulebaa. safirmo stilis nakeTobebi

firmas exmareba aRiarebis mopovebaSi. amisTvis, pirvel rig-

Si, aucilebelia saqoneli iyos pirveli klasis. saqoneli,

romelic ar gaamarTlebs momxmareblis molodins, iwyebs

moqmedebas safirmo stilis sapirispirod. is TiTqos gamaf-

rTxilebeli signalia, romelsac SeuZlia saerTod CaSalos

vaWroba. amitom saWiroa jer myidvelis ndobis mopoveba sau-

keTeso muSaobiT da mxolod amis Semdeg fiqri sasaqonlo ni-

Sanze an safirmo stilze.

9.4. brendingi

brends anu savaWro markas kompaniebi produqcias ani-

Weben konkurenti kompaniebis produqciisgan gansxvavebis

mizniT. momxmareblebisTvis brendi produqtis mniSvnelova-

ni atributia, romelic, marTalia, zrdis produqtis Rire-

bulebas, magram aris kargi xarisxis da saimedobis garanti.

192

momxmareblebi brendebis erT nawils sistematurad yi-

duloben, meore nawilis mimarT ki mxolod loialurni ari-

an. arsebobs brendebi, romlebic momxmarebelTa konkretul

kategorias arasodes ar uyidia. realur cxovrebaSi xSiria

SemTxvevebi, roca momxmareblebi gasinjvis Semdeg uars am-

boben ama Tu im konkretul brendze.

brendebis mimarT momxmareblebis gansxvavebuli damo-

kidebulebis safuZveli produqtebis momxmareblebze gav-

lenis gansxvavebuli donea, rac, Tavis mxriv, gansazRvravs

brendebis cnobadobas.

process, romlis drosac produqti momxmareblis-

Tvis xdeba cnobadi Semdeg ki mimdinareobs muSaoba cno-

badobis SesanarCuneblad da gasaRrmaveblad, uwodeben

brendings.

brendis cnobadobis miRweva pirvel rigSi gadasawyveti

amocanaa nebismieri kompaniisTvis axali saqonlis bazarze

gatanis dros. cnobadobis misaRwevad gamoiyeneba bevri sa-

Sualeba, romelTa Soris unda gamoiyos reklama. kompaniebi

axal saqonels masobriv momxmarebels, Tavdapirvelad, swo-

red reklamiT acnoben. reklama did rols TamaSobs miRweu-

li cnobadobis donis SenarCunebaSic. misi meSveobiT sawar-

moebi momxmareblebs axseneben produqtis bazarze arsebo-

bas.

brendebis yidvis da gamoyenebis Semdeg momxmareblebs

uyalibdebaT ama Tu im brendis mimarT upiratesobis miniWe-

bis grZnoba. praqtikaSi arsebobs brendebi, romelTac upi-

ratesobas momxmarebelTa didi nawili aniWebs da araviTar

SemTxvevaSi maT sxva brendebze ar gacvlis. am movlenas spe-

cialistebi brendis eqskluziurobas uwodeben. eqskluziu-

robis dros produqti Tavis momxmareblebSi monopoliur

mdgomareobas ikavebs. ra Tqma unda, nebismieri kompaniis

survilia momxmareblebSi Tavisi produqtis eqskluziuro-

bis miRweva, magram brendis eqskluziurobas realurad kom-

paniaTa mxolod mcire nawili aRwevs.

ganasxvaveben brendebis Semdeg saxeebs:

1) mwarmoeblis brendi;

2) kerZo brendi;

3) brendebis jgufi;

4) individualuri brendi.

193

amasTan, arseboben kompaniebi, romlebic produqtebs

yovelgvari dasaxelebis gareSe yidian da ar atareben raime

gansakuTrebul RonisZiebebs maTi cnobadobis misaRwevad.

aseT produqtebs `arasafirmos” uwodeben. arasafirmo pro-

duqtebSi, rogorc wesi, Sedis kvebis produqtebi da saojaxo

saqoneli. arasafirmo saqoneli analogiur brend-dasaxele-

bis mqone saqonelTan SedarebiT iafia. aSS-Si am kategoriis

saqoneli meoTxedi saukunis win iyideboda. arasafirmo sa-

qonlis realizaciis moculoba ekonomikuri krizisis dros

izrdeba, ekonomikis aRmavlobis periodSi ki mcirdeba. Tum-

ca arseboben momxmareblebi, romlebic upiratesobas fasis

gamo arasafirmo saqonels aniWeben.

brends, romelic mwarmoeblis kuTvnilebaa, mwarmoeb-

lis brends uwodeben. mwarmoeblis brendebia, magaliTad,

Kodak,Tide. brends, romelic ekuTvnis msxvil sabiTumo, an

sacalo savaWro sawarmos, e.i iyideba maTi saxeliT, uwodeben

kerZo brendebs, an kerZo markebs. aseTia, magaliTad, Sears da

Wal-Mart. brend-ojaxi urTierTdakavSirebuli produqtebis sa-

erTo brend-saxelwodebaa. brend-ojaxia Jonson&Jonson, ro-

melic erT jgufSi aerTianebs losionebs, saRebavebs, bav-

Svis Sampunebs.

zogjer mwarmoeblebi momxmareblebs sTavazoben pro-

duqtebs damoukidebeli brendebis saxiT da ara kompaniis sa-

xelwodebiT, an kidev brend-ojaxis SemadgenlobaSi. aseT

brendebs individualurs uwodeben. maTi bazarze win waweva

dakavSirebulia did danaxarjebTan, radgan kompaniebi ba-

zarze win wasawevad yoveli maTganisTvis individualur mar-

ketingul programebs amuSaveben.

rogorc bizens-praqtika uCvenebs, kompaniaTa mTavari

kapitali maTi reputaciaa. kargi reputacia, upirvelesad,

produqtis xarisxzea damokidebuli. produqtis maRali xa-

risxi aCqarebs brendis cnobadobis miRwevas da saSualebas

aZlevs kompaniebs konkurentebTan SedarebiT Zlier upira-

tesobas miaRwion. ase yalibdeba brendis kapitali.

brendis kapitalSi igulisxmeba is Rirebuleba, ro-

melsac brend-dasaxeleba umatebs bazarze produqts.

cxadia, rac ufro maRalia brendis kapitalis sidide,

miT kargad iyideba produqti da myari da Zlieria kompaniis

194

finansuri mdgomareoba. didi kapitalis mqone brendebi ad-

vilad iyideba. dReisTvis msoflioSi yvelaze aRiarebuli

brendia Coca-Cola. msoflioSi aRiarebul brendebSi Sedis,

agreTve, Microsoft, Disney, Mcdonalds, Sony, Mersedes da a. S.

Tu ra didi mniSvneloba aqvs brendis kapitals gayidvis

dros kargad Cans Semdegi magaliTidan:

avtomobili Skoda did britaneTSi ar sargeblobda re-

putaciiT. mas sazogadoeba mdarexarisxian avtomanqanad mi-

iCnevda. kompaniam, miznad isaxavda ra did britaneTSi avto-

manqanis axali modelis Setanas, 1955 wels axal modelze

momxmarebelTa damokidebulebis gasarkvevad faruli da Ria

testireba Caatara. testirebis procesSi momxmarebelTa er-

Ti nawilisTvis cnobili iyo avtomanqanis axali modelis

mwarmoebeli sawarmo, meore nawilisTvis ki ara. momxmareb-

lebma, romelTaTvisac mwarmoebeli sawarmo cnobili ar iyo, Skoda-s axal models gacilebiT ufro maRali Sefaseba mis-

ces im momxmareblebTan SedarebiT, romlebisTvisac mwarmo-

ebeli sawarmo iyo cnobili.

9.5. axali saqoneli da misi Seqmnis procesi

momxmarebelTa gemovnebis da warmoebis teqnologiis

swrafi cvlileba da konkurencia bazarze aiZulebs sawarmo-

ebs mudmivad izrunon saqonlis asortimentis ganaxlebasa

da axali saqonlis bazrisTvis miwodebaze

axali saqonlis Seqmna rTuli da sariskoa, magram Tu am

procesma warmatebiT Caiara, sawarmoebs axali bazrebis aT-

visebisa da konkurentul brZolaSi upiratesobis mopovebis

didi Sansi eZlevaT. aSS-Si Catarebulma erT-erTma gamok-

vlevam aCvena, rom samomxmareblo saqonlis bazarze gamota-

nili axali nimuSebis 40% ver aRwevs warmatebas. sawarmoo

daniSnulebis saqonlis bazarze es maCvenebeli bevrad ufro

naklebia da Seadgens 20%-s, xolo momsaxurebis bazarze ki

18%-is tolia.

bazarze axali saqonlis marcxis ZiriTadi mizezi mar-

ketinguli kvlevebis rolis Seufaseblobaa. zogjer mar-

cxis mizezi xdeba bazris tevadobis gadaWarbebuli Sefaseba,

araswori sareklamo mimarTva, arasworad Catarebuli sarek-

195

lamo kampania, Zviri fasi, konkurentebis Zlieri sapasuxo na-

biji da sxva.

axali saqonlis warmoeba gansakuTrebiT mniSvnelova-

nia bazris saqonliT gajerebisa da konkurenciuli brZolis

gamwvavebis pirobebSi.

axali saqonlis cnebis Sinaarsis gageba dReisTvis, ro-

gorc mecnierTa wreSi, ise praqtikaSi gansxvavebulia. erT-

erTi mosazrebis mixedviT, yoveli axlad warmoebuli nawar-

mi axali saqonelia. sxva mosazrebis Tanaxmad,, axal saqon-

lad iTvleba nawarmi, romelic principulad axal moTxovni-

lebebs akmayofilebs. zogjer saqonlis siaxlis safuZvlad

warmoebis teqnologia miaCniaT, zogjer ki misi gamoyenebis

sfero. f. kotleris SexedulebiT axali saqoneli aris ori-

ginaluri nakeToba, romelic arsebuli saqonlis gaumjobe-

sebuli varianti an modifikacia, agreTve, sruliad axali

markaa.

axali saqonlis warmoeba SeiZleba ganxorcieldes ori

gziT: mocemuli sawarmos mier sxva sawarmos, patentis an li-

cenziis SesyidviT da saqonlis sruliad axali markis an ar-

sebuli saqonlis gaumjobesebuli variantis damoukideblad

SeqmniT.

axali saqonlis Seqmna sawarmoebisTvis xelsayrelia

Semdegi ekonomikuri mizezebis gamo:

1) axali saqonlis Seqmna dakavSirebulia warmoebis

procesis srulyofasTan, rac, Tavis mxriv, ganapi-

robebs nedleulisa da adamianiseuli resursebis

ufro racionalur gamoyenebas;

2) axali da momxmareblisTvis misaRebi saqonlis war-

moebiT myardeba bazarze sawarmos pozicia, maRlde-

ba misi wili, amis Sesabamisad ki izrdeba Semosavle-

bi;

3) axali saqonlis warmoebiT SesaZlebeli xdeba sawar-

mos gamouyenebeli simZlavreebis amoqmedeba;

4) axali saqonlis warmoeba xels uwyobs sawarmoSi ar-

sebuli samuSao adgilebis SenarCunebas an maTi rao-

denobis gazrdas.

axali saqoneli nebismieri saxis biznesis safuZvelia.

amitom saWiroa sawarmoebma saTanado yuradReba dauTmon

axali saqonlis Seqmnis strategiebis gansazRvras.

196

axali saqonlis Seqmnis strategiis damuSavebis dros

sawarmoebi mraval faqtors iTvaliswineben, magram, pirvel

rigSi, mxedvelobaSi iReben saqonlis pozicias bazarze da

arsebuli bazris gafarToebis SesaZleblobebs. specialis-

tebi gamoyofen axali produqtis damuSavebis Semdeg alter-

natiul strategiebs:

1) bazarze Rrmad SeRwevis strategia;

2) bazris gafarToebis strategia;

3) produqtis ganviTarebis strategia;

4) produqtis diversifikaciis strategia.

bazarze Rrmad SeRwevis strategiis mizania arsebuli

bazrebis mTlianad aTviseba, rac, Tavis mxriv, emyareba pro-

duqciis garkveulwilad Secvlas, misi xarisxis gaumjobese-

bas, bazarze win wawevis axali gzebisa da saSualebebis gamo-

Zebnas da gamoyenebas. am strategiis realizaciaSi did rols

momxmarebelTa ufro ukeTesad informireba asrulebs.

bazris gafarToebis strategia gulisxmobs arsebuli

saqonlis sarealizaciod axali bazrebis gamoZebnas.

produqciis ganviTarebis strategia uSualod ukav-

Sirdeba sawarmoSi dasaqmebuli adamianebis SemoqmedebiT

unars ganaviTaron saqoneli momxmarebelTa moTxovnilebeb-

ze dayrdnobiT da miawodon axali saqoneli arsebul an sru-

liad axal bazrebs. axali saqonlis tradiciul bazrebze ga-

tana miznad isaxavs sawarmos poziciis Semdgom ganmtkicebas,

rasac Sedegad moyveba bazris wilis da, amis Sesabamisad, mi-

Rebuli mogebis moculobis gadideba. ase, magaliTad, firma

`yazbegma” Tavisi poziciebi bazarze kidev ufro gaimyara

limonaTis SeqmniT da momxmareblisaTvis miwodebiT.

produqciis diversifikaciis strategia gulisxmobs

axali saqonlis axal bazrebze gatanas. es strategia danar-

Cen strategiebTan SedarebiT, cxadia, ufro metad sariskoa.

axali saqonlis Seqmnas da bazarze gamotanas xSirad

Tan axlavs e. w “kanibalizmi”-sawarmos axali saqonlis bazar-

ze gamotaniT analogiuri saqonlis gayidvis moculobis Sem-

cireba. magram konkurenciuli brZola bazarze aiZulebs sa-

warmoebs am danakargs Seeguon.

axali saqonlis Seqmnas ganixilaven rogorc process,

romelic Sedgeba Semdegi etapebisgan (ix. nax. 9.4):

1) ideaTa Sekreba;

197

2) ideaTa gadarCeva (skriningi da biznes-analizi);

3) SerCeuli ideis damuSaveba da Semowmeba;

4) marketingis strategiis gansazRvra;

5) warmoebisa da gasaRebis SesaZleblobebis analizi;

6) saqonlis Seqmna;

7) saqonlis aprobacia bazarze (sacdeli marketingi

an test marketingi);

8) komercializacia.

axali saqonlis Sesaqmnelad ideaTa ZiriTadi wyaro

aris momxmarebeli, Tavisi saWiroebebiT da moTxovnilebe-

biT. ideaTa gamovlenis mizniT sawarmTa marketingis specia-

listebi iyeneben zepir da anketur gamokiTxvebs, aanalize-

ben momxmarebelTa werilebsa da saCivrebs. axali saqonlis

Seqmnas biZgi SeiZleba miscen konkurentebma, rac SesaZlebe-

li xdeba gamofenebsa da bazrobebze, sacalo savaWro qselSi

maT saqonelze dakvirvebiT.

axali saqonlis Sesaxeb ideaTa CamoyalibebaSi mniSvne-

lovani wyaro TviTon sawarmoa, konkretulad ki misi marke-

tinguli kvlevis qvedanayofis TanamSromlebi.. momxmareb-

lebTan uSualo kontaqtSi myof muSakebs, erkvevian ra sa-

qonlisadmi wayenebul moTxovnebSi, uyalibdebaT saqonlis

asortimentis ganaxlebis problemis gadawyvetis ideebi.

axali saqonlis Sesaxeb ideebi SeiZleba moiZion, agreTve,

mimwodeblebs da investorebs Soris.

rogorc wesi, axali saqonlis Seqmnis procesis Tvda-

pirvel etapze ideebi mravalricxovania. mizani arsebuli

ideebidan erTi an ramdenime yvelaze optimaluri, e.i moce-

mul momentSi sawarmosaTvis yvelaze xelmisawvdomi da mom-

gebiani, ideis SerCevaa, rac SeiZleba mokle droSi. zogjer

wamoyenebuli idea kargia, magram ar SeuZlia sargeblobis

motana mocemuli sawarmosTvis dasaxuli miznis an miznebis

miRwevad ganxorcielebul saqmianobaSi. zogjer idea uvar-

gisia. axali saqonlis Seqmnis procesSi warmatebis miRweva

SeuZliaT mxolod im sawarmoebs, romlebic negatiurad ar

afaseben wamoyenebul ideebs maTi Sinaarsis miuxedavad, yu-

radRebis gareSe ar toveben arc erT ideas, cdiloben maT

erTmaneTTan dakavSirebas da moyavT wamoyenebuli ideebi

sistemaSi perspeqtivaSi efeqtianad gamoyenebis uzrunvel-

yofis mizniT.

198

nax. 9.4. axali saqonlis Seqmnis procesi

199

ideaTa sistematizaciis Semdeg saWiroa maTi gadarCeva.

am dros sasurvelia sawarmoebi iTvaliswinebdnen Semdeg

kriteriumebs: uaryon ideebi, romlebic, Tavidanve naTelia,

rom ver ganxorcieldeba; Seafason ideebi produqciis war-

moebis teqnikuri SesaZleblobebis da bazris SesaZlo po-

tencialis TvalsazrisiT; Seafason ideebi mTeli sazogado-

ebis interesebis gaTvaliswinebiT da uaryon is ideebi, rom-

lebic grZelvadian perspeqtivaSi momxmarebelTa intere-

sebs ewinaaRmdegebian.

axali saxis saqonlis Seqmnis Semdgom etapze SerCeuli

ideebi dawvrilebiT gaanalizdeba. am mizniT ukeTesia ideis

werilobiTi formiT Camoyalibeba. am etapze unda gairkves,

agreTve, momxmareblis damokidebuleba axali saqonlis Cana-

fiqris mimarT Semdegi kiTxvebis gamoyenebiT: gasagebia Tu

ara axali saqonlis Canafiqri? SeZlebs Tu ara axali saqone-

li maTi moTxovnilebebis dakmayofilebas? vin gamoiyenebs

axal saqonels? rogori unda iyos axali saqonlis fasi da a.

S.

sawarmos mier axali saqonlis realobad gadaqcevamde

muSavdeba marketingis strategia, romelic, Tavis mxriv, sami

nawilisagan Sedgeba.

marketingis strategiis pirveli nawili iTvaliswinebs

miznobrivi bazris aRweras sididisa da struqturis mixed-

viT. am etapze gansazRvraven axali saqonlis gayidvis savara-

udo sidides, bazris wils da mogebis mosalodnel sidides.

marketingis strategiis meore nawilSi gansazRvraven

savaraudo saqonlis gasayid fass da warmoebis amoqmedebis

pirvel wels marketingul saqmianobaze gasawevi xarjebis

mosalodnel moculobas.

marketingis strategiis mesame nawilSi adgenen axali

saqonlis gasaRebis da mogebis miRebis strategiebs, rac iT-

valiswinebs saqonlis realizaciisaTvis saWiro marketingu-

li RonisZiebebis damuSavebasac.

axali saqonlis Canafiqri, Tavdapirvelad, realobad

iqceva laboratoriaSi samecniero-teqnikuri damuSavebis

gziT. iqmneba saqonlis sacdeli modeli, romelic formiT

da niSan-TvisebebiT Seesabameba Canafiqrs. laboratoriaSive

tardeba axali saqonlis winaswari gamocda, romlis Sedege-

bis mixedviTac miiReba gadawyvetileba sacdeli partiis

damzadeba/daumzadeblobis Taobaze.

200

amis Semdeg axali saqonlis sacdeli partia gamoicdeba

bazris SerCeul segmentebze. am etaps sacdel marketings,

zogjer ki test marketings uwodeben. am dros mowmdeba

myidvelTa reaqcia axal saqonelze, zustdeba axali saqon-

lis Zlieri da susti mxareebi, myidvelTa kategoriebi da

maT mier saqonlis yidvis miznebi, gayidvis formebisa da me-

Todebis efeqtianoba, reklamis momgebianoba, mowmdeba fase-

bis politika, zustdeba saqonlis asortimenti.

Tu axali saqonlis sacdeli partiis gayidvis Sedegebi

aRmoCnda damakmayofilebeli, sawarmos SeuZlia miiRos ga-

dawyvetileba misi mxolod SezRuduli odenobiT warmoebis

Sesaxeb. Tu axali saqonlis bazarze gamotanis cda aRmoCnda

warumatebeli, sawarmos SeuZlia bazris moTxovnebis Sesaba-

misad saqonlis daxvewa da misi Secvlili saxiT gatana bazar-

ze an kidev am ideis saerTod uaryofa.

axali saqonlis bazarze gataniT iwyeba komercializa-

ciis procesi, romlis Sedegebis mixedviTac sabolood azus-

teben axali saqonlis beds-gaafarToon, Sekvecon, Tu saer-

Tod Sewyviton axali saqonlis warmoeba.

axali saqonlis Seqmnisa da gasaRebis procesSi wamyvani

roli unda Seasrulos sawarmos marketingis samsaxurma. misi

uSualo monawileobiT unda moiZion axali ideebi da airCion

am ideebidan yvelaze ufro momgebiani. mowinave firmebSi

marketingis samsaxurebi monawileoben saqonlis Canafiqris

Sesaxeb nimuSebis damzadebasa da saqonlis bazarze gamocda-

Sic. marketingis samsaxurebzea damokidebuli garkveulwi-

lad axali saqonlis bazarze danergva da misi sasicocxlo

ciklis xangrZlivobac.

9.6. saqonlis sasicocxlo cikli

bazarze gasayidad gamotanil saqonels SezRudli aqvs

`sicocxlis xangrZlivoba”. saqoneli cocxali izrdeba

msgavsad ibadeba, arsebobs, berdeba da kvdeba. es procesi

Tavis gamoxatulebas poulobs saqonlis sasicocxlo cik-

lSi. sawarmos menejerebisTvis ucnobia, Tu ramden xans gag-

rZeldeba saqonlis sasicocxlo cikli.

saqonlis sasicocxlo ciklSi igulisxmeba misi ba-

zarze arsebobis, realizaciis da mogebis miRebis perio-

dis xangrZlivoba.

201

zrdis etapi

simwifis etapi dacemis etapi

danergvis etapi

sasicocxlo ciklis etapebTan dakavSirebiT marketin-

gis specialistebs Soris ar aris erTiani mosazrebeba. erT-

erTi mosazrebis mixedviT sasicocxlo cikli Sedgeba Semde-

gi etapebisgan:

1. saqonlis ganviTarebis etapi;

2. bazarze danergvis an saqonlis bazarze wardgenis

etapi;

3. zrdis etapi;

4. simwifis etapi;

5. dacemis an vardnis etapi.

saqonlis tipur sasicocxlo cikls specialistebi ga-

nixilaven oTxi etapisgan Semdgar procesad (ix. nax. 9.5).

saqonlis sasicocxlo ciklis pirvel etapze sawarmoe-

bi moiZieben da anviTareben axali saqonlis Seqmnis ideas.

nax. 9.5. saqonlis sasicocxlo ciklis tradiciuli mrudi

bazarze saqonlis danergvis etapze gasaRebis moculo-

ba mcirea da Tanac neli tempiT izrdeba imis gamo, rom mom-

xmarebeli saTanadod ar icnobs saqonels, ver erkveva mis

Taviseburebebsa da gamoyenebis SesaZleblobebSi. gasaRebis

202

Senelebuli tempis mizezi SeiZleba iyos sawarmoo simZlav-

reebis arasakmarisi done, Seferxebebi saqonlis transpor-

tirebisas, saqonlis niSan-Tvisebebis momxmarebelTa moT-

xovnilebebTan Sesabamisobis dabali done da a.S. zogjer

isec xdeba, rom saqoneli saerTod ar iyideba an kidev Tavi-

danve didi moTxovnilebaa masze. saqonlis bazarze daner-

gvis etapze gayidvis, distribuciis da stimulirebis xarje-

bis gazrdis gamo mogeba mcirea da arcTu iSviaTad vaWroba

wamgebiania. am etapze iwarmoeba da bazars miewodeba saqon-

lis mxolod ZiriTadi variantebi, radgan bazari mzad ar

aris saqonlis modifikaciis misaRebad, fasebi Zviria.

Tu bazarze gamotanili saqoneli daakmayofilebs mom-

xmarebelTa moTxovnilebebs, matulobs gayidvis moculobis

zrdis tempi. interesi axali saqonlis mimarT zrdis moTxov-

nas, rac, Tavis mxriv, ganapirobebs mwarmoebelTa da gamyid-

velTa raodenobis matebas. farTovdeba sareklamo saqmiano-

ba. fasebi rCeba imave doneze an odnav mcirdeba moTxovnis

zrdis Sesabamisad. gasaRebis stimulirebis xarjebic ar ic-

vleba an odnav maRldeba konkurenciis gaZlierebis gamo. am

etapze mogeba izrdeba. saqonlis realizaciis tempebis Se-

narCunebis mizniT sawarmoebi iyeneben sxvadasxva marketin-

gul strategiebs: saqonlis xarisxis gaumjobeseba, axali mo-

delebis gamoSveba, axal bazrebze SeRweva, axali segmentebis

aTviseba, gasaRebis axali arxebis gamoZebna, fasebis drou-

lad Semcireba.

saqonlis gayidvis moculobis zrdis romeliRac mo-

nakveTSi tempebi neldeba, rac Zneli SesamCnevia bazris sa-

qonliT gajerebis pirobebSi. saqonlis gayidvis tempebis Se-

neleba simwifis etapis dawyebis maCvenebelia. realizaciis

moculobis tempebis Seneleba gamowveulia garkveuli peri-

odis Semdeg axali saqonlis gadaqceviT tradiciul saqon-

lad, romelic ukve iyida da gamoiyena potenciuri momxma-

reblebis absoluturma umetesobam. amis gamo sawarmoo sim-

Zlavreebma gadaaWarba gasaRebis SesaZleblobebs. saqonlis

miwodeba izrdeba. mwvavdeba konkurenciuli brZola. Sesaba-

misad maRldeba xarjebi reklamaze. konkurentebi sul ufro

xSirad yidian saqonels Semcirebul fasad. amasTan isini

cdiloben saqonlis asortimentis ganaxlebas. mogeba iwyebs

stabilizacias an Semcirebas. is, vinc ver uZlebs konkuren-

ciul brZolas, tovebs asparezs. maSasadame, saqonlis sasi-

203

cocxlo ciklis simwifis etapze sawarmoebi iZulebuli xde-

bian gaafarTovon marketinguli saqmianoba, kerZod, gamo-

Zebnon axali bazrebi, ganaxorcielon mastimulirebeli Ro-

nisZiebebi saqonlis intensiuri moxmarebisaTvis, gaafarTo-

von saqonlis asortimenti da gaaumjobeson misi xarisxi.

saqonlis axali bazrebis da bazris axali segmentebis

gamoZebniT momxmarebelTa ricxvi izrdeba. imavdroulad sa-

warmoebi cdiloben arsebul momxmareblebSi saqonlis gamo-

yenebis axali gzebisa da saSualebebis gamoZebnas. am mizniT

sawarmoTa xelmZRvanelebi xSirad saqonlis modifikaciasac

axorcieleben, rac misi xarisxis da garegani gaformebis ga-

umjobesebiT gamoixateba. saqonlis modifikacia zrdis misi

gamoyenebis xangrZlivobas. modifikaciiT sawarmoebi cdi-

loben saqoneli ufro moxerxebuli gaxadon gamoyenebis da

ufro mimzidveli yidvis procesSi.

sawarmoTa mier gatarebuli RonisZiebebis miuxedavad,

momxmarebeli kargavs interess saqonlis mimarT. Sedegad

moTxovna mcirdeba imdenad, rom iwyeba realizaciis mocu-

lobis Semcireba myari tempebiT, rac iwvevs mogebis Semcire-

bas. SeiZleba momxmareblis damokidebuleba saqonlis mi-

marT Seicvalos ise, rom saqoneli saerTod ar gaiyidos da

gamoidevnos bazridan. aseT pirobebSi sawarmoebis erTi na-

wili wyvets saqonlis warmoebas da iwyebs kapitalis momge-

bianad dabandebis axali gzebis Ziebas. zogierTi sawarmo, pi-

riqiT, cdilobs Tavisi saqonlisTvis sasicocxlo ciklis

gaxangrZlivebas. am dros is eyrdnoba momxmarebelTa im jgu-

febs, romlebic axal produqtebs cnobil produqtebs am-

jobineben. praqtikaSi aris SemTxvevebi, roca dacemis etaps

kvlav aRmavlobis etapi moyveba xolme, e. i. xelmeored iwye-

ba saqonlis sasicocxlo cikli. amis Sesabamisad praqtikaSi

gvxvdeba ganmeorebiTi da savarcxlisebri sasicocxlo

ciklebi (ix. nax. 9.6. da nax. 9.7.).

saqonlis sasicocxlo ciklis etapebze dakvirveba da

marketinguli RonisZiebebis gatareba unda moxdes gare faq-

torebis gaTvaliswinebiT. cvlilebebi gasaRebis moculoba-

Si zogjer am faqtorebis moqmedebis Sedegia da aranairad

ar ukavSirdeba saqonlis sasicocxlo cikls. magaliTad,

unaleqo amindma SeiZleba Seamciros moTxovna qolgaze, mag-

ram es ar niSnavs imas, rom qolga araaqtualuri saqoneli

gaxda.

204

nax. 9.6. ganmeorebadi sasicocxlo cikli

saqonlis calkeuli saxis specifikuri niSan-Tvisebe-

bis da maTze moTxovnis gamovlenis specifikuri Tavisebure-

bebis gamo sasicocxlo cikli rogorc xangrZlivobis, ise

gamovlenis formebis mixedviT gansxvavebulia. zogierT sa-

qonelze is didxans grZeldeba, magram Semdeg uceb wydeba,

zogze meordeba garkveuli periodulobiT, calkeul Sem-

TxvevebSi saqonlis realizaciis procesi hgavs sensacias,

zogjer ki saqoneli ar iyideba saerTod.

saqonlis sasicocxlo ciklis Aamsaxvel tradiciul

mrudSi mkafiod Cans saqonlis bazarze danergvis, misi ga-

yidvis moculobis zrdis, simwifisa da dacemis etapebi. bu-

nebrivia, saqonlis sasicocxlo ciklis amsaxveli mrudi gan-

sxvavebulia saqonlis calkeuli saxeebis mixedviT.

205

nax. 9. 7. savarcxlisebri sasicocxlo cikli

saqonlis sasicocxlo ciklis erTi fazidan meoreze

gadasvla praqtikaSi Tavdapirvelad Zneli SesamCnevia. mar-

ketingis samsaxuris movaleobaa droulad gamoavlinos es

momentebi da Seitanos saWiro cvlilebebi marketingis

programaSi. sawarmoebisTvis gansakuTrebiT mniSvnelovani

dacemis etapis dawyebis momentis daWera da Sesabamisi Ro-

nisZiebebis gatarebaa. Tu es ase ar moxda da bazars didxans

SemorCa saqoneli, romelic momxmarebelTa umetesobis mier

faqtiurad uaryofilia, sawarmom SeiZleba Zalian izaralos

(ix. cxrili 9.4).

sawarmoebi sasicocxlo ciklze dakvirvebis Sedegebis

mixedviT mudmivad unda aumjobesebdnen saqonels piradi,

momxmareblis da mTeli sazogadoebis interesebis gaTvalis-

winebiT.

206

cxrili 9.4. saqonlis sasicocxlo cikli: ZiriTadi

maCveneblebi da mwarmoebelTa sapasuxo reaqciebi1

# bazarze

danergvis

etapi

zrdis

etapi

simwifis

etapi

dacemis

etapi

1.

maCveneblebi

gasaReba

susti swrafad

mzardi

nela

mzardi

klebadi

2. mogeba umniSvnelo maqsimaluri klebadi dabali an

nulis

toli

3. momxmareblebi siaxlis

moyvarulni

masobrivi

bazari

masobrivi

bazari

konservato

rebi

4. konkurentebis

raodenoba

mcire mudmivad

mzardi

didi klebadi

1.

mwarmoebelTa

ukureaqcia

ZiriTadi

strategiuli

Zalisxmeva

bazris

gafarToeba

Rrmad

SeRweva

bazarze

bazarze

wilis

SenarCuneba

warmoebis

rentabelo

bis

amaRleba

2. danaxarjebi

marketingze

didi saSualo saSualoze

naklebi

mcire

3. ZiriTadi

marketinguli

Zalisxmeva

saqonelze

warmodge

nis Seqmna

markisadmi

upirateso

bis miniWebis

grZnobis

Camoyalibeba

markisadmi

erTgulebi

s grZnobis

Camoyalibeb

a

SerCeviTi

zemoqmedeba


207

Tavi 10. fasi da faswarmoqmna

10.1. fasis arsi da faswarmoqmnis sistema

fasi umniSvnelovanesi ekonomikuri kategoriaa. misi

daniSnuleba ganuxrelad izrdeba sabazro urTierTobaTa

ganviTarebis kvalobaze. faswarmoqmna, fasebis politika

gvevlineba, rogorc sabazro ekonomikis aucilebeli kompo-

nenti. amasTan dakavSirebiT sul ufro met mniSvnelobas

iZens fasis arsSi garkveva da faswarmoqmnis meqanizmis Ses-

wavla.

fasis, rogorc ekonomikuri kategoriis, arsis Sesaxeb

arsebobs alternatiuli Sexedulebebi. ekonomistebis erTi

jgufi fasis arsis ganmartebis dros gamodis saqonlis Ri-

rebulebidan. meoreni fasis safuZvlad myidvelTa subieq-

tur gadawyvetilebebs miiCneven. sxvani myidvelisa da gam-

yidvelis urTierTSeTanxmebas aRiareben da a. S.

pirvel SemTxvevaSi saqme gvaqvs fasis arsis klasikur

ganmartebasTan, romelic dafuZnebulia Rirebulebasa da

fass Soris arsebul urTierTkavSirze, sadac Rirebuleba

gvevlineba rogorc safuZveli, xolo fasi misi gamovlenis

fuladi forma. am aspeqtSi fasi warmoadgens saqonlis Rire-

bulebis fulad gamosaxulebas.

Tanamedrove ekonomikur literaturaSi fasis arsis

formulirebis gansxvavebul variantebs vxdebiT. isini fasis

safuZvlad miiCneven ara Rirebulebas, aramed faseulobas.

es ukanaskneli ki dayvanilia subieqtur an obieqtur faseu-

lobamde.

marketingis problemebis cnobili amerikeli mkvleva-

ri f. kotleri miiCnevs, rom `fasi warmoadgens konkretul

saqonelSi gadaxdil fulad Tanxas~.1 am Tanxis sidide ki ga-

nisazRvreba individualurad, myidvelisa da gamyidvelis

urTierTSeTanxmebis safuZvelze. amasTan, fasis minimalur-

ma donem ar SeiZleba TviTRirebulebaze dabla daiwios, vi-

naidan mwarmoebeli finansurad dazaraldeba. analogiuri

Sinaarsis ganmartebas iZleva igi g. amstrongTan erTad gamo-

cemul saxelmZRvaneloSi, sadac aRniSnulia, rom `fasi aris

1 T. kotleri, dasax. wigni, gv. 375.

208

fulis raodenoba, romliTac Sefasebulia produqti an mom-

saxureba~.1

amerikeli ekonomistebis k. makonelis da s. brius az-

riT, `fasi warmoadgens saqonlis erTeulSi, an momsaxureba-

Si gadaxdili da miRebuli fulis raodenobas.2 amasTan isini

fasis safuZvlad miiCneven saqonlis resursebis da momsaxu-

rebis sazogadoebriv Sefasebas. zogierTi avtori ar uar-

yofs fasis arsis klasikur ganmartebas, magram aRniSnavs,

rom praqtikulad bazarze fasi gadaixreba Rirebulebidan,

rac SeiZleba gamoiwvios ara danaxarjebis cvlilebam, ara-

med sxva faqtorebma. amis gaTvaliswinebiT miCneulia, rom

fasi aris fuladi masis saxiT warmodgenili ekonomikuri ka-

tegoria, romlis mixedviTac gamyidvels surs gayidos, xo-

lo myidveli mzadaa iyidos mocemuli saqoneli.

fasis arsis am alternatiul ganmartebebs safuZvlad

udevs faswarmoqmnis gansxvavebuli Teoriebi, romelTa So-

ris ZiriTadia: SromiTi Rirebulebis, warmoebis danaxarje-

bis, warmoebis fasis, warmoebis faqtorebis, moTxovna-miwo-

debis, sargeblianobis, zRvruli sargeblianobis da sxva Te-

oriebi.. isini fasis safuZvlebis Sesaxeb principulad gan-

sxvavebul mosazrebebs emyarebian, zogjer ki calkeuli Te-

oriis modifikacias gvTavazoben. SeiniSneba agreTve zemo-

aRniSnuli Teoriebis urTierTSerwyma da garkveuli mimdi-

nareobebis Camoyalibeba. am TvalsazrisiT gamoikveTa sami Zi-

riTadi mimarTuleba: danaxarjebze orientirebuli, subieq-

tur-marJinaluri da neoklasikuri sinTezis (obieqturi

marJinalizmi) mimdinareobebi. am mimdinareobebs Soris arse-

buli gansxvaveba aisaxeba faswarmoqmnis funqcionirebs me-

qanizmSi.

danaxarjebze orientirebul mimdinareobaSi ZiriTadi

adgili SromiTi Rirebulebis Teorias ukavia. igi dafuZne-

bulia a. smitis, d. rikardos, k. marqsis da maTi mimdevrebis

ekonomikur debulebebze. am Teoriis mixedviT saqonlis fa-

sis safuZvels Rirebuleba warmoadgens. Rirebuleba gvev-

lineba, rogorc saqonelSi ganivTebuli sazogadoebrivi

1 g. amstrongi, f. kotleri. marketingis safuZvlebi. Tb., 2005. gv.

356. 2 k. makonli, s. briu. ekonomiksi, moskovi, 1992, gv. 399 (rusul enaze).

209

Sromis danaxarjebi. misi sidide ganisazRvreba sazogadoeb-

rivad aucilebeli samuSao droiT.

SromiTi Rirebulebis TeoriisaTvis damaxasiaTebelia

miwodebis faqtorebis absolutizacia. igi miiCnevs, rom Ri-

rebulebis da fasis sididis formireba materialuri warmo-

ebis procesSi mimdinareobs. Rirebuleba gaaCnia mxolod im

nivTs, romelic adamianis SromiT aris Seqmnili. SromiTi Ri-

rebulebis Teoriis mixedviT fasi Rirebulebis gamovlenis

fuladi formaa. am Teoriis momxreebi ar gamoricxaven moT-

xovna-miwodebis Tanafardobis da sxva faqtorebis gavleniT

bazarze Rirebulebidan fasis gadaxris SesaZleblobas, mag-

ram miiCneven, rom es gadaxra droebiTia da Rirebulebis

RerZis garSemo xorcieldeba. amasTan, rogorc ar unda ga-

daixaros fasi Rirebulebidan, misi minimaluri done ar SeiZ-

leba warmoebis xarjebze dabla daeces.

faswarmoqmnis subieqtur-marJinaluri (zRvruli) mim-

dinareoba ZiriTadad dafuZnebulia e. w. zRvruli sargebli-

anobis Teoriis debulebebze. es Teoria Camoyalibda XIX sau-

kunis 70-ian wlebSi u. Jevansis, k. mengeris, l. valrasis, bem-

baverkis da maTi XX saukuneli mimdevrebis v. firates, e.

sluckis, p. samuelsonis da sxvaTa SromebSi. SromiTi Rire-

bulebis Teoriisagan gansxvavebiT subiqtur-marJinalur

mimdinareobas faswarmoqmnis kvleva warmoebis sferodan mi-

moqcevis sferoSi gadaaqvs, e. i. orientirebulia moTxovnis

faqtorze. es niSnavs, rom fasis sidides isini momxmarebel-

Ta subieqturi SefasebiT gansazrvraven. momxmareblisaTvis

nivTi Rirs imdeni, ramdenadac mas TviT Seafasebs. am Sefase-

bis sidide ki zRvruli sargeblianobiT ganisazRvreba. amri-

gad, ugulebelyofilia danaxarjebis roli da fasis erTa-

derT safuZvlad zRvruli sargeblianobaa miCneuli.

zRvruli sargeblianoba ganisazRvreba myidvelis mier sa-

qonlis im erTeulis sargeblianobis subieqturi SefasebiT,

romelic arsebuli maragis pirobebSi individis yvelaze nak-

lebad mniSvnelovan moTxovnilebas akmayofilebs. am debu-

lebis mixedviT gamodis, rom rac ufro meti saqoneli gaaC-

nia subieqts, miT ufro naklebi uRirs igi, vinaidan yoveli

momdevno erTeuli SedarebiT naklebad mniSvnelovan moT-

xovnilebas akmayofilebs.

neoklasikur-sinTezuri mimdinareoba dakavSirebulia

XIX saukunis 90-ian wlebSi ingliseli ekonomistis a. marSa-

210

lis da misi mimdevrebis (j. robinsoni, e. Cemberleni, a. pigu

da sxva) mier fasis obieqtur-marJinaluri (zRvruli) Teo-

riis neoklasikuri variantis SeqmnasTan. am mimdinareobis

mixedviT faswarmoqmnis procesSi saWiroa miwodebisa da

moTxovnis faqtorebis sinTezuri kvleva. amrigad, faswar-

moqmnis kvlevis obieqti vrceldeba rogorc warmoebis, ise

mimoqcevis sferoze. amiT igi cdilobs danaxarjebisa da su-

bieqtur-marJinaluri (zRvruli) mimdinareobebis Serwymas.

faswarmoqmnis klasikur-sinTezuri mimdinareobis Zi-

riTad principebs warmoadgens: faswarmoqmnis procesSi

moTxovnisa da miwodebis TanabarmniSvnelovan faqtorebad

aRiareba; sabazro wonasworobis miRwevis aucilebloba;

moTxovna-miwodebis Tanafardobis aRricxva da analizi.

aRniSnuli mimdinareoba faswarmoqmnas ixilavs ara

statikaSi, aramed dinamikaSi. moTxovna da miwodeba aq gani-

xileba, rogorc rTuli, mravalfaqtoriani funqcia, sadac

koncentirebulia fasebis ganmsazRvreli iseTi faqtorebi,

rogoricaa: sabazro situaciis tipebi; konkurenciuli ur-

TierTobis xasiaTi; saqonlis miwodebis done da struqtura;

miwodebis xarjebis done; myidvelTa Semadgenloba, Semosav-

lebis done da xarjebi; fasis arsebuli done; sawarmoTa fi-

nansuri mdgomareoba da sxva.

obieqtur-marJinalur Teoriis ideebze dayrdnobiT

neoklasikur-sinTezurma mimdinareobam praqtikul-gamoye-

nebiTi mniSvneloba SeiZina. am TvalsazrisiT gansakuTrebiT

unda aRiniSnos e. w. zRvruli midgomis koncefcia. igi gu-

lisxmobs, rom nebismier sawarmos (firmas) SeiZleba daudges

iseTi periodi, rodesac produqciis warmoebis zrda ar aris

mizanSewonili. es periodi SeiZleba winaswar ganisazRvros,

Tu firma sistematurad axdens miwodebisa da moTxovnis gan-

sazRvrul faqtorebze dakvirvebas.

aRniSnul TaviseburebaTa gamo neoklasikur-sinTezu-

ri mimdinareoba sabazro faswarmoqmnasTan SedarebiT gawo-

nasworebul mimarTulebadaa miCneuli. igi xSirad gamoiyene-

ba sawarmoTa faswarmoqmnis praqtikaSi.

fasi, rogorc ekonomikuri kategoria, asrulebs gar-

kveul funqciebs. gamoyofen fasis ramdenime funqcias, ro-

melTa Soris gansakuTrebiT aRiarebulia: aRricxvis, stimu-

lirebis, gadanawilebis da moTxovna-miwodebis dabalansebis

funqciebi. es funqciebi erTmaneTTan mWidro kavSirSi arian;

211

amasTan, xasiaTdebian garkveuli specifikiT da TavisTava-

dobiT.

1. aRricxvis funqcia fasis ZiriTadi funqciaa. igi

fasis arsidan momdinareobs da gulisxmobs saqon-

lis Rirebulebis aRricxvas. am funqciis Sesrule-

biT fasi aRricxvis, angariSgebis, analizis, prog-

nozirebisa da regulirebis umniSvnelovanesi in-

strumentia. aRricxvis funqciis SesrulebiT fasi

angariSgebis moxerxebul garemos qmnis ekonimikisa

da biznesis nebismier sferoSi. mikroekonomikur

doneze warmoudgenelia ZiriTadi fondebis, pro-

duqciis warmoebisa da realizaciis, danaxarjebis,

Sromis anazRaurebis, mogebis, finansuri Sedegebis

da sxva maCveneblebis Sefaseba. makroekonomikur

doneze fasebis gareSe SeuZlebelia erToblivi

moTxovnisa da erToblivi miwodebis, mTliani

erovnuli produqtis, Siga erovnuli produqtis

da sxva maCvenebelTa aRricxva, analizi, gaangariSe-

ba, prognozi da a. S.

2. stimulirebis funqcia gulisxmobs fasis meSveo-

biT mwarmoeblis, gamyidvelis, momxmareblis da

sxva subieqtebis stimulirebas an SezRudvas. sti-

mulirebis obieqti SeiZleba iyos produqciis war-

moebis zrda da xarisxis gaumjobeseba, Sromis mwar-

moeblurobis amaRleba, saqonlis moxmarebis gadi-

deba da a. S.

fasis Semcireba firmis stimuls ukargavs ga-

agrZelos warmoeba, vinaidan ecema mogebis done. es

procesi kargad Cans saqonlis sasicocxlo ciklis

etapebis magaliTze. saqonlis warmoebisa da gasa-

Rebis zrdis etapze sul ufro izrdeba mogeba da

amitom firmebi dainteresebuli arian gazardon ba-

zarze saqonlis miwodeba, xolo dacemis etapze

mcirdeba ra igi, firma kargavs dainteresebas. fa-

sis Semcireba myidvelTa dainteresebas iwvevs, ga-

dideba ki, piriqiT, amcirebs mas.

3. fasis meSveobiT xorcieldeba Semosavlebis gadana-

wileba saxelmwifo, sazogadoebriv da kerZo seq-

torebs Soris, meurneobis dargebsa da qvedargebs,

biznesmenebsa da mosaxleobis sxva fenebs, myidvel-

212

sa da gamyidvels Soris da a. S. Semosavlis ganawi-

lebisa da gadanawilebis procesSi fasi gvevlineba,

rogorc umniSvnelovanesi instrumenti. magali-

Tad, gamomcxvar purze dabali fasebis SenarCune-

biT saxelmwifo biujetidan mosaxleobis sasargeb-

lod saxsrebis gadanawilebis, gazisa da eleqtroe-

nergiis tarifebis zrdiT ki, piriqiT, iwvevs mosax-

leobis realuri Semosavlis Semcirebas da sxv.

4. fasis erT-erTi mniSvnelovani funqciaa moTxovna-

miwodebis dabalanseba anu maT Soris wonasworobis

uzrunvelyofa. am funqciis meSveobiT fasi aqtiu-

rad zemoqmedebs bazarze, moTxovnasa da miwodebas

Soris Tanafardobis Camoyalibebaze. am Tvalsaz-

risiT fasi gvevlineba, rogorc bazarze arsebuli

Seusabamobis regulirebis mniSvnelovani instru-

menti.

fasis cvlileba gansxvavebuli mimarTulebiT moqme-

debs moTxovnaze da miwodebaze. sxva Tanabar pirobebSi fa-

sis gadideba moTxovnis sididis Semcirebas, xolo fasis Sem-

cireba moTxovnis sididis gadidebas iwvevs. es gamowveulia

imiT, rom fassa da moTxovnas Soris Sebrunebuli (sapirispi-

ro) damokidebulebaa. am TvalsazrisiT fass da miwodebas

Soris pirdapiri damokidebuleba arsebobs. fasis gadideba

miwodebis sididis zrdas, xolo fasis Semcireba misi sidi-

dis Semcirebas iwvevs. fasis es gansxvavebuli damokidebu-

leba moTxovnisa da miwodebis mimarT iZleva swored, sxva

Tanabar pirobebSi, moTxovna-miwodebis dabalansebis SesaZ-

leblobas.

moTxovna-miwodebis dabalansebis funqcias asrulebs,

rogorc sabazro, ise regulirebadi fasi. amasTan unda aRi-

niSnos, rom sabazro wonasworobis aRdgenisadmi swrafi rea-

gireba sabazro fasis Sinagani bunebiTaa ganpirobebuli. igi

gacilebiT manevrirebadia, vidre regulirebadi fasi. rac

Seexeba socialur garantiebis uzrunvelyofas, sabazro fa-

si am pronlemebisadmi naklebad mgrZnobiarea maSin, roca

regulirebadi fasi xSirad aqtiurad monawileobs am garan-

tiebis funqcionirebaSi.

aRniSnuli funqciebis SesrulebiT fasi ekonomikis re-

gulirebis umniSvnelovanes instrumentad gvevlineba. fas-

warmoqmnis qmediTi poilitikis SemuSaveba, sabazro faswar-

213

moqmnis garantiebis uzrunvelyofa, fasebis sistemis swori

formireba da sxva RonisZiebebi fasis funqciebis moqmede-

bis dadebiTi Sedegebis miRwevis aucilebeli pirobaa.

fasebis sistema warmogvidgeba fasis saxeebis, maTi ur-

TierTkavSirisa da Tanafardobis erTobliobis saxiT.

fasebis sistema da misi formirebis pirobebi gansxvave-

bulia faswarmoqmnis tipebis mixedviT. arsebobs faswarmoq-

mnis ori ZiriTadi tipi: sabazro faswarmoqmna da centrali-

zebuli — saxelmwifo faswarmoqmna.

sabazro faswarmoqmna gulismxobs saqonelze fasebis

gansazRvras bazarze, Tavisufal garigebaSi monawile mxare-

Ta (ganmyidveli da myidveli) interesebis Sexamebisa da ur-

TierTsargebliani SeTanxmebis safuZvelze.

centralizebuli saxelmwifo faswarmoqmnisaTvis ni-

Sandoblivia fasebis dadgena administraciuli wesiT, sa-

xelmwifo organobeis mier. fasebis ekonomikuri dasabuTeba

am SemTxvevaSi saxelmwifo-ekonomikuri politikis Sesabami-

sad xdeba da naklebad iTvaliswinebs bazris moTxovnebs.

saqonelze da momsaxurebaze sxvadasxva saxis fasi da

tarifi arsebobs. amis safuZvelia Semdegi pirobebi: ekono-

mikur brunvaSi monawileobis Tavisebureba, regulirebis we-

si, drosa da sivrceSi moqmedebis Taviseburebani da a. S.

ekonomikuri brunvis anu vaWrobis Taviseburebis gaT-

valiswinebiT gamoiyofa: sabiTumo, sacalo da Sesyidvis fa-

sebi, agreTve momsaxurebis tarifebi.

sabiTumo fasi es iseTi fasia, romlis mixedviTac xor-

cieldeba saqonlis didpartiebad yidva-gayidva, e. w. sabiTu-

mo vaWrobis meSveobiT. sabiTumo fasebSi xdeba, rogorc sa-

warmoo daniSnulebis saqonlis, ise piradi moxmarebis sagne-

bis realizacia. sabiTumo fasebSi saqonlis gayidva xdeba sa-

warmoebsa da firmebSi, sasaqonlo birJebze, sabiTumo bazeb-

Si an msxvil specializebul maRaziebSi. aseT SemTxvevaSi

gamyidvelis rolSi gamodis uSualo mwarmoebeli, Suamava-

li, gamsaRebeli da a. S. isini sabiTumo fasebSi gascemen sa-

qonels myidvelebze. amitom mas sabiTumo gasacem fassac

uwodeben. sabiTumo (gasacemi) fasi ewodeba sabiTumo sawar-

mos (firmis) fass, romlis saqoneli saboloo momxmareblis-

Tvis ar aris gankuTvnili. sabiTumo fasis struqturuli

elementebia: sawarmos danaxarjebi, mogeba da kanonmdeblo-

biT dawesebuli sagadasaxado ganakveTebi.

214

sacalo fasi is fasia, romlis mixedviTac saqoneli sa-

calo vaWrobis pirobebSi mieyideba uSualod saboloo mom-

xmarebels. sacalo fasSi, rogorc wesi, piradi moxmarebis

saqoneli iyideba da mas ZiriTadad mosaxleoba SeiZens, xo-

lo gamonaklisis saxiT yiduloben sawarmoebi, dawesebule-

bebi, organizaciebi an sxva. sacalo fasis elementebia: sa-

warmos sabiTumo gasacemi fasi (warmoebis xarjebi, mogeba,

gadasaxadebi) da savaWro saSuamavlo fasnamati.

sacalo fasis, rogorc saqonlis saboloo fasis

struqtura warmodgenilia qvemoT motanil 10.1 cxrilSi.

cxrili 10.1 sacalo fasebis struqtura faswarmoqmnis

stadiebis gaTvaliswinebiT

savaWro saSualo

fasnamati

produqciis

warmoebis

xarjebi

(TviTRirebuleb

a)

mogeb

a

gadasaxadeb

i

mimoqcevi

s

xarjebi

savaWr

o

mogeba

sawarmos sabiTumo (gasacemi) fasi

sacalo fasi

Sesyidvis fasi Tavisi bunebiT sabiTumo fasis erTgva-

rovania. igi gankuTvnilia sasoflo-sameurneo produqtebis

Sesyidvis procesis momsaxurebisaTvis. am fasSi mwarmoebe-

lebi TavianTi produqcias mihyidian damamzadebel organi-

zaciebs an calkeul pirebs (komersantebs).

momsaxurebis tarifi — es aris momsaxurebis sferoSi

moqmedi fasi. igi wesddeba satransporto, sayofacxovrebo,

kavSirgabmulobis, komunaluri meurneobisa da sxva dargebis

mier gaweul momsaxurebaze.

215

fasebi maTi dadgenisa da regulirebis Taviseburebis

gaTvaliswinebiT aris Tavisufali (sabazro) fasi da regu-

lirebadi fasi.

sabazro ekonomikis pirobebSi fasebisa da tarifebis

umetesi nawili bazarze moTxovna-miwodebis TanafardobiT

yalibdeba. saqarTveloSi 1992 wlidan gatarda fasebis libe-

ralizaciis RonisZiebebi, ramac faswarmoqmnaSi saxelmwi-

fos uSualo monawileoba mniSvnelovnad Seamcira. amis Sede-

gad fasebis sistemaSi Tavisufal (sabazro) fass ZiriTadi

adgili ukavia.

Tavisufali (sabazro) fasi ewodeba fass, romelic ya-

libdeba bazarze moTxovna-miwodebis gavleniT Tavisufali

konkurenciis, moqmedi sagadasaxado sistemis da faswarmoq-

mnis arsebuli wesebis dacvis pirobebSi yidva-gayidvis aqtis

monawile mxareTa interesebis Tavisufali Sexamebis safuZ-

velze.

regulirebadi ewodeba fass, romelsac ZiriTadad are-

gulirebs saxelmwifo. regulirebadi fasis nairsaxeobas

warmoadgens: saxelmwifo regulirebadi fasi, saxelmwifo

fiqsirebuli fasi da zRvruli fasi.

saxelmwifo regulirebadi ewodeba fass, romlis dad-

genis an cvlilebis konkretuli meqanizmi ganisazRvreba sa-

xelmwifo aRmasrulebeli xelisuflebis an misi adgilobri-

vi organoebis mier.

saxelmwifo fiqsirebuli fasi ewodeba myarad dadgeni-

li sididis saxelmwifo regulirebad fass. igi ZiriTadad

sapreiskuranto fasis saxiT wesddeba.

zRvruli fasi regulirebadi fasis nairsaxeobaa da gu-

lisxmobs aRmasrulebeli xelisuflebis organoebis mier

fasis zeda da qveda zRvris, an romelime maTganis dawesebas.

saxelSekrulebo fasi warmoadgens myidvelisa da gam-

yidvelis Soris dadebul kontraqtebSi fiqsirebul fass.

Tavisi bunebiT igi miekuTvneba, rogorc sabazro fass, ise

fiqsirebul an zRvrul fass. saqme is aris, rom saxelSekru-

lebi fasebis done mxareTa Tavisufali urTierTSeTanxmebis

safuZvelze ganisazRvreba, rac fasis dadgenis sabazro

princips Seesabameba. amasTan, fasi winaswaraa fiqsirebuli

da xSirad xangrZlivi periodis manZilze gamoiyeneba. aris

SemTxvevebi, rodesac mxareebi garkveuli mizeziT (kanon-

216

mdeblobis cvlileba, inflaciis molodini an sxva) fasis

zRvrul doneze Tanxmdebian.

rogorc sabiTumo, ise sacalo fasi ganicdis diferen-

cirebas drosa da sivrceSi. amis gaTvaliswinebiT praqtikaSi

gvxvdeba fasis iseTi nairsaxeobebi rogoricaa: mudmivi,

droebiTi, sezonuri, erTiani, adgilobrivi, zonaluri da

sxva.

mudmivia fasi, Tu misi dadgenis dros ar aris miTiTebu-

li misi moqmedebis xangrZvlivoba da moqmedebs xangrZlivi pe-

riodis ganmavlobaSi. droebiTi fasi wesddeba garkveuli va-

diT an xasiaTdeba xSiri cvlilebiT. sabazro fasebi ZiriTadad

droebiTi fasebis saxiTaa warmodgenili da icvleba bazarze

moTxovna-miwodebis Tanafardobis cvlilebis Sedegad. droe-

biTi fasis nairsaxeobaa sezonuri fasi. igi icvleba saqonlis

warmoebisa da moxmarebis sezonuri cvlilebis Sesabamisad. ma-

galiTad, masobrivi warmoebis sezonSi xil-bostneuli iafia,

zamTar-gazafxulis sezonSi ki Zviri; an kidev, zamTris sezonSi

sazafxulo tansacmlis fasi mcirdeba, Tbili tansacmlisa ki

izrdeba da a. S.

sivrceSi fasebis klasifikacia niSnavs fasis dadgenas

qveynis teritoriuli erTeulebis TaviseburebaTa gaTva-

liswinebiT. amis Sesabamisad erTian fasebTan erTad zona-

luri (zolobrivi) da adgilobrivi fasebi. faswarmoqmnisad-

mi aseTi midgoma gulisxmobs geografiuli principebis gaT-

valiswinebas fasebis dadgenis da gamoyenebis procesSi.

erTiani ewodeba fass, romliTac konkretuli saqone-

li qveynis yvela raionSi (regionSi) da dasaxelebul punqtSi

Tanabar fasebSi iyideba. aseTia, magaliTad, amJamad saqar-

Tvelos teritoriaze qarxnuli wesiT gamomcxvari puris fa-

si, eleqtroenergiis tarifi, metropoliteniT mgzavrobis

tarifi da sxva. zonalur (zolobrivi) fasis arseboba dakav-

Sirebulia produqciis warmoebis xarjebis, mwarmoebeli ra-

ionebidan moxmarebis raionSi saqonlis Sezidvis da sxva sa-

xis xarjebis gansxvavebul donesTan.

faswarmoqmnis praqtikaSi gvxvdeba agreTve faqtiuri,

mosalodneli, perspeqtiuli, mcocavi, SefardebiTi, cvale-

badi, ucvleli, saangariSsworebo, sabirJo, auqcionis, sako-

misio da sxva saxis fasebi.

217

10.2. faswarmoqmnis politika da faswarmoqmnis pro-cesis etapebi da meTodebi

sabazro ekonomikis pirobebSi faswarmoqmnis process

gansakuTrebuli roli eniWeba. es ganpirobebulia im garemo-

ebiT, rom fasebisa da faswarmoqmnis moqnili politikis ga-

tareba xels uwyobs iseTi RonisZiebebis ganxorcielebas,

rogoricaa:

� bazarze sawarmos (firmis) damkvidreba;

� gasaRebis sferos maqsimaluri gafarToeba;

� mogebis gadideba da sxva.

firmebis faswarmoqmnis politikaSi adgili ar unda

hqondes iseT xarvezebs, rogoricaa:

� faswarmoqmnis zomaze metad orientireba danaxar-

jebze;

� fasis arasakmao orientireba sasaqonlo nomenkla-

turaze da bazris segmentze;

� fasis gamoyeneba marketingis sxva elementebisagan

izolirebulad;

� faswarmoqmnis procesSi sabazro situaciebis aras-

rulyofilad gaTvaliswineba da a. S.

faswarmoqmnis politikas firmebi warmarTaven ramde-

nadme gansxvavebul aspeqtSi. magaliTad, produqciis xaris-

xis gaumjobesebis faqtors, rogorc wesi, isini iyeneben mo-

gebis gadidebis mizniT. amasTan, amas aRweven intensiuri an

eqstensiuri meTodebis gamoyenebis gziT. kerZod, firmebi

erT SemTxvevaSi produqciaze Zviri fasis dadgenis gziT aR-

weven mogebis normis (erTeuli produqciis fasSi mogebis wi-

li) gadidebas. anu mimarTaven e. w. `naRebis moxsnis~ politi-

kas; sxva SemTxvevaSi ki iyeneben Semcirebul fasebs, riTac

aRweven saqonlis gayidvis moculobis gadidebas, ris Sede-

gadac izrdeba mogebis masa.

firmebis (sawarmoebis) faswarmoqmnis politikis Ziri-

Tad mimarTulebas sabazro struqturis tipi gansazRvravs.

isini iZulebuli arian faswarmoqmnis politikis SemuSavebis

dros yovelmxriv gaiTvaliswinon sabazro konkurenciis ti-

pebi. cnobilia sabazro struqturis oTxi ZiriTadi tipi

(wminda konkurencia, monopolisturi konkurencia, oligi-

polia da wminda monopolia), romlebic xasiaTdebian garkve-

218

uli TaviseburebiT, rac arsebiT gavlenas axdens sawarmoTa

faswarmoqmnis politikaze.

wminda konkurenciis bazari warmodgenilia erTgvaro-

vani saqonlis mravali mwarmoeblisagan. aseve mravalricxo-

vania myidvelTa raodenoba. aseTia, magaliTad, pirveladi

moxmarebis saqonlis (puri, Saqari, kartofili, bostneuli,

tansacmeli da sxva) bazari. roca am sasaqonlo jgufis baza-

ri gajerebulia, verc erTi gamyidveli fasebze arsebiT gav-

lenas ver axdens. mimwodebels ar SeuZlia sabazro fasTan

SedarebiT aswios an daswios fasi. es misTvis saziano iqneba.

pirvel SemTxvevaSi ver gaasaRebs saqonels. meore SemTxveva-

Si ki dahkargavs normaluri mogebis miRebis SesaZleblobas.

am tipis bazarze saqoneli ZiriTadad wonasworul fasebSi

iyideba; sawarmoebi faswarmoqmnis martiv politikas aZleven

upiratesobas da cdiloben SeinarCunon TavianTi fasebi sa-

bazro fasebis doneze.

faswarmoqmnis politika garkveulad icvleba mono-

listuri konkurenciis bazarze, romelic marTalia mravali

gamyidvelisa da myidvelisagan Sedgeba, magram saqoneli iyi-

deba ara erTian sabazro fasebSi, aramed farTo diapazonis

(gansxvavebuli) fasebis mixedviT. amgvari fasebis gamoyene-

bis SesaZlebloba ganpirobebulia imiT, rom mimwodebels Se-

uZlia myidvels SesTavazos saqonlis sxvadasxva varianti.

miwodebeli saqoneli erTmaneTisagan gansxvavdeba xarisxiT,

modeliT, gaformebiT da sxva niSnis mixedviT. garda amisa,

mwarmoeblebi axdenen momxmarebelTa tipologias da sxva-

dasxva jgufis momxmarebels awvdian gansxvavebul saqonels.

magaliTad, didi Semosavlis mqone myidvelebs uzrunvelyo-

fen Zvirfasi qsovilebisagan damazadebuli tansacmliT, xo-

lo gansakuTrebuli stilis tansacmels sTavazoben xandaz-

mulebs, axalgazrdebs da a. S. yovelive amis gamo monopoli-

uri konkurenciis bazarze fasebi konkurenciis insturmen-

tad iqceva. amasTan didi yudarReba eqceva reklamis, gasaRe-

bis bazris SerCevas, momsaxurebis kulturas da gasaRebis

sxva mastimulebel saSualebebs.

oligopolisturi bazari warmodgenilia momxmarebel-

Ta SezRuduli raodenobiT, rac imiT aixsneba, rom rTulia

warmoebis teqnologia, Zviri jdeba produqciis warmoebis

aTviseba da Znelia bazarze SeRweva. garkveulad mcirdeba

myidvelTa ricxvic, vinaidan saqoneli specifikuria da mas

219

momxmarebelTa mxolod garkveuli kategoria SeiZens. oli-

gopolistur bazarze saqoneli SeiZleba iyos rogorc er-

Tgvarovani (spilenZi, alumini, foladi, an Rvino, arayi, ko-

niaki da a. S.). aseT bazarze gamyidvelebi metad mgrZnobiare-

ni arian konkurentis faswarmoqmnis politikisa da marke-

tinguli strategiis mimarT. Tu romelime konkurenti Seam-

cirebs fass, myidveli swrafad gadaerTveba aseTi saqonlis

SeZenaze. rodesac mimwodebeli zrdis fass, konkurentebma

SeiZleba ar mibaZon mas. aseT SemTxvevaSi igi iZulebuli xde-

ba daubrundes Zvel fasebs, winaaRmdeg SemTxvevaSi dakar-

gavs myidvelTa garkveul raodenobas.

wminda monopoliis bazarze gamyidvelis rolSi gamodis

mxolod erTi mwarmoebeli. igi SeiZleba iyos saxelmwifo or-

ganizacia (magaliTad, metalurgiuli kombinati, metropoli-

teni, safosto uwyeba da a. S.), an kerZo firma. yoveli maTgani

faswarmoqmnis gansxvavebul politikas iyenebs. am politikis

mizani saxelmwifo monopoliis pirobebSi SeiZleba iyos mosax-

leobis socialuri garantiebis uzrunvelyofa an biznesmenTa

stimulireba. aseT SemTxvevaSi saxelmwifo iyenebs xelsayrel

fasebs. zogjer man SeiZleba miznad daisaxos saxelmwifo biu-

jetis Semosavlebis gadideba. am SemTxvevaSi igi saqonelze (ma-

galiTad, alkoholiani sasmelebi, Tambaqos nawarmi da sxva)

awesebs did sagadasaxado ganakveTs (mogebidan gadasaxadi, da-

matebuli Rirebulebis gadasaxadi, aqcizi da sxva) da amiT xe-

lovnurad zrdis fasebs.

Tavisebureba romelic damaxasiaTebelia sabazro konku-

renciis calkeuli tipisaTvis, aisaxeba TiToeuli maTganisaT-

vis damaxasiaTebel konkretul niSnebSi (ix. cxrili 10.2).

amrigad, faswarmoqmnis politika sawarmoebSi damoki-

debulia mis mier SemuSavebul marketingul strategiaze,

xolo am politikis praqtikuli realizaciis SesaZleblobas

gansazRvravs sabazro konkurenciis tipi.

faswarmoqmnis procesi — es aris fasebis dasabuTebis,

dadgenisa da gamoyenebis procesis erToblioba.

faswarmoqmnis procesi firmebSi xorcieldeba garkve-

uli TanmimdevrobiT anu etapobrivad. fasebis dadgenisas

gamoyofen Semdeg ZiriTasd etapebs:

� faswarmoqmnis amocanis dasaxva;

� moTxovnis moculobisa da struqturis gansazRvra;

220

� produqciis warmoebisa da realizaciis danaxarje-

bis Sefaseba;

� konkurentebis saqonlisa da fasis Sefaseba;

� fasis dadgenis meTodebis SerCeva;

� saboloo fasis dadgena.

faswarmoqnis amocanebis dasaxvis procesSi firma gan-

sazRvravs im amocanebs, romelTa miRwevasac igi isaxavs miz-

nad fasis meSveobiT. aseTi mizani SeiZleba iyos: bazridan

konkurentis gamodevna; mogebis maqsimizacia; bazarze lide-

robis miRweva da sxva.

cxrili 10.2

sabazro konkurenciis tipebisaTvis damaxasiaTebeli ZiriTadi niSnebi1

bazris tipebi damaxasiaTeb

eli niSnebi wminda

konkurenci

a

monopolist

uri

konkurencia

oligopolia wminda

monopolia

1 2 3 4 5

sawarmoTa

raodenoba

Zalian

bevri

bevri ramdenime erTi

produqciis

tipi

standartu

li

diferencil

i

standartuli an

diferenciuli

unikaluri,

Semcvlelis

gareSe

fasebis

kontrolis

done

ar aris zog

SemTxvevaSi

viwro

farglebSi

urTierTdamokidebu

lebiT SezRuduli

mniSvnelovani

faruli SeTanxmebis

dros

mniSvnelovan

i

dargSi

Sesvlis

pirobebi

ioli,

Seuferxebe

li

SedarebiT

ioli

arsebiTi Seferxeba

ar aris

blokirebul

i

arafasismier

i

konkurencia

ar

arsebobs

aris

reklamaze,

savaWro

niSnebze da

a. S.

Zalian tipuri, rac

gansakuTrebiT

SesamCnevi

produqtTa

diferencirebisas

umTavresad

sazogadoebr

iv

organizacieb

Tan firmis

kavSiris

reklama

magaliTebi soflis

meurneoba

sacalo

vaWroba,

Sekerili

nawarmis,

fexsacmlis

warmoeba

foladis,

avtomanqanebis,

sasoflo-sameurneo

inventaris,

sayofacxovrebo

eleqtrosaqonlis

warmoeba

sazogadoebr

ivi

sargeblobis

adgilobrivi

sawarmoebi

1 k. makoneli, s. briu, dasax. wigni. gv. 66.

221

bazarze konkurentis gamodevnis mizniT firma mimar-

Tavs analogiur saqonelze SedarebiT naklebi (mcire) fase-

bis dadgenis politikas. aseT SemTxvevaSi igi konkurentis

damarcxebas, mogebis miRebaze met mniSvnelobas aniWebs da

miiCnevs, rom bazris axali wilis mopoveba momavalSi mas sa-

Sualebas miscems ainazRauros danakargebi. es miiRweva moma-

valSi saqonlis gayidvis gadidebis da fasebis garkveuli

zrdis Sedegad.

firma xSirad faswarmoqmnis ZiriTad amocanad miiCnevs

mogebis maqsimizacias. aseT SemTxvevaSi igi cdilobs mcire

danaxarjebisa da Zviri fasebis meSveobiT uzrunvelyos e. w.

`naRebis moxsnis~ politikis gatareba.

bazarze liderobis mopovebis mizniT firma mimarTavs

fasebis minimizaciis politikas. es xerxi mWidro kavSirSia ba-

zarze arsebul konkuentebis winaarmdeg mimarTul RonisZie-

bebTan.

faswarmoqmnis meore etapze sawarmoebi gansazRvraven

moTxovnis moculobasa da struqturas. ramdenad mWidrodaa

moTxovnasa da fasebs Soris arsebuli urTierTdamokidebu-

leba, amis garkveva xdeba moTxovnis elastikurobis koefi-

cientis meSveobiT (ix. Tavi 8.2.). elastikurobis donis gaT-

valiswinebiT marketingis specialists SeuZlia aagos elasti-

kuri an araelastikuri moTxovnis mrudi, rac TvalsaCinos

xdis moTxovnisa da fasis urTierTdamokidebulebis konkre-

tul SemTxvevebs.

mesame etapi gulisxmobs danaxarjebis Sefasebas. sxva

Tanabar pirobebSi Tu moTxovnis sididis zrda saqonlis maq-

simalur fass gansazRvravs, minimaluri fasi produqciis

warmoebisa da realizaciis xarjebiT ganisazRvreba. dana-

xarjebis gaangariSebis dros sasurvelia mTliani xarjebi-

dan gamovacalkevoT pirobiTad mudmivi (fiqsirebuli) da

cvalebadi xarjebi da ganvixiloT isini struqturul Wril-

Si (ix. 10.4.).

mudmivi (fiqsirebuli) da cvalebadi xarjebis erTob-

lioba iZleva mTlian xarjebs.

faswarmoqmnis meoTxe etapze firmebi axdenen konku-

rentis saqonlis da fasis Sefasebas. am mizniT sawarmos mar-

ketinguli samsaxuri swavlobs bazarze konkurentis mier ga-

motanili saqonlis fass, xarisxs da sxva niSan-Tvisebas da

222

adarebs mas sakuTar saqonelTan. Sedarebis procesSi SeiZ-

leba aRiniSnos sami ZiriTadi situacia:

� sawarmos da misi konkurentis saqonlis xarisxobri-

vi maCveneblebi analogiuria;

� sawarmos saqonlis xarisxi aRemateba konkurenti-

sas;

� konkurentis saqoneli Tavisi xarisxiT sjobs sawar-

mos produqcias.

aseT SemTxvevaSi gadawyvetilebis miRebis martivi gzaa

fasis dadgena saqonlis xarisxobrivi parametrebis Tanafar-

dobis gaTvaliswinebiT. magram zogjer, komerciuli mosaz-

rebiT, miuxedavad imisa, rom sawarmos saqonlis xarisxi aRe-

mateba konkurentisas, igi ar iyenebs (an srulad ar iyenebs)

am upiratesobas da awesebs SesaZloze mcire fass. amiT igi

izidavs myidvelebs da zrdis saqonlis gayidvis SesaZleb-

lobas.

faswarmoqmnis mexuTe etapze xdeba fasebis dadgenis

meTodebis SerCeva. sawarmoebi saqonlis warmoebis xarjebis,

konkurentTa saqonlis fasebisa da sxva maCveneblebis anali-

zis Semdeg irCeven fasis dadgenis ama Tu im meTods. imisda

mixedviT Tu ra mizans isaxavs sawarmo faswarmoqmnis pro-

cesSi, es meTodebi gansxvavebulia. man SeiZleba airCios da-

naxarjebze, miznobriv mogebaze, konkurentTa fasebze, mom-

xmarebelTa qcevaze an sxva maCvenebelze orientirebuli me-

Todi.

meeqvse etapze xorcieldeba saboloo fasis dadgena. am

etapze sawarmoebi iTvaliswineben, rogorc wina etapebis

ganzogadebiT miRebul informacias, aseve iseT sakiTxebs,

rogoricaa: myidvelTa fsiqologia; fasebis politikisadmi

savaWro personalis damokidebuleba; mimwodebelTa pozicia;

saxelmwifo xelisuflebis, sakanonmdeblo, finansuri da sxva

organoebis moTxovnebi da a. S.

fasebis dadgenis dros aucilebelia imis gaTvaliswi-

neba, rom myidvels, gamyidvels, konkurents da bazris sxva

subieqtebs gansxvavebuli reaqcia gaaCnia fasis cvlilebi-

sadmi. fasis Semcirebas myidveli yovelTvis ar aRiqvams da-

debiTad. myidveli miesalmeba e. w. `kvimat fasebs~. magali-

Tad, nacvlad 200 larisa ufro efeqtiania 199 lari, radgan

myidveli miiCnevs, rom saqoneli 100 lari da kidev ramdenime

223

erTeuli Rirs. myidveli dadebiTad reagirebs agreTve kent

ricxvSi (3, 5, 7 lari da a. S.) gamosaxul fasebis mimarT da a. S.

faswarmoqmnis erT-erTi etapia saqonelze (momsaxure-

baze) fasebis dadgenis meTodebis SerCeva. praqtikaSi firme-

bi fasebis dadgenis Semdeg meTodebs iyeneben:

� saSualo danaxarjebs damatebuli mogeba;

� fasebis gansazRvra wamgebianobis likvidaciisa da

miznobrivi mogebis uzrunvelyofis safuZvelze;

� fasis dadgena saqonlisa da momsaxurebis Rirebu-

lebis SegrZnebis gaTvaliswinebiT;

� fasis dadgena mimdinare fasebis safuZvelze;

� fasis dadgena daxuruli vaWrobis safuZvelze.

saSualo danaxarjebs damatebuli mogeba — fasis dad-

genis sakmaod gavrcelebuli meTodia. mwarmoebeli produq-

cias gamyidvelze gascems sabiTumo fasSi. fasma unda aanaz-

Rauros TviTRirebuleba (10 lari) da misces mwarmoebels

mogeba. Tu mogeba Seadgens 2 lars, maSin sabiTumo gasacemi

fasi Seadgens 12 lars (10+2), romlis mixedviTac (saqonel-

moZraobis erT rgoliani sistemis pirobebSi) mas SeiZens sa-

calod movaWre. am Tanxaze garkveuli Semosavlis (savaWro

fasnamati) daricxviT miiReba sacalo fasi. Tu savaWro fas-

namati Seadgens 3 lars, maSin Cvens magaliTze saqonlis saca-

lo fasi ganisazRvreba 15 laris (12+3) odenobiT. savaWro

fasnamatidan nawili gankuTvnilia gamyidveli sawarmos mi-

moqcevis xarjebis anazRaurebisaTvis, xolo meore nawili

Seadgens gamyidvelis mogebas.

am meTodiT fasis gaangariSebis dros praqtikaSi miRe-

bulia danaricxebis ganakveTis diferencireba saqonlis sa-

xeebis mixedviT. igi SedarebiT mcirea yoveldRiuri moTxov-

nis saqonelze, xolo maqsimaluria rTuli asortimentis,

unikalur da fufunebis sagnebze. danaricxebis sidide damo-

kidebulia produqciis warmoebisa da gasaRebis adgilis ur-

TierTdaSorebaze, saqonlis win wawevis (saqonelmoZraobis)

rgoladobaze, gadazidvisa da Senaxvis xangrZlivobaze da a.

S.

fasis dadgenis meore meTodi iTvaliswinebs zaralia-

nobis likvidacias da miznobriv mogebaze orientacias. es

gulisxmobs, rom firmebi axdenen danaxarjebis analizs, av-

lenen maTi Semcirebis gzebs, gansazRvraven mogebis miRebis

224

SesaZlo variantebs da miznad isaxaven garkveuli mogebis

uciloblad miRebas. miznobrivi mogebis sidide SeiZleba ga-

nisazRvros, rogorc absolutur, ise SefardebiT maCveneb-

lebSi. miznobrivi mogebis absoluturi meTodi gulisxmobs

produqciis erTeulze mogebis sididis gansazRvras abso-

lutur TanxaSi (larebSi, dolarebSi da a. S.). aseT SemTxveva-

Si firma miznad isaxavs produqciis erTeulze miiRos miz-

nobrivi mogeba 1, 2, 3 laris an sxva Tanxis moculobiT. Se-

fardebiTi meTodi gulisxmobs miznobrivi mogebis gaangari-

Sebas mogebis normis meSveobiT. mogebis norma es aris moge-

bis Tanxis procentuli Sefardeba sawarmos saqmianobis da-

maxasaiaTebel iseT ZiriTad maCveneblebTan, rogoricaa

TviTRirebuleba, sawarmoo fondebis Rirebuleba, avansebu-

li kapitali, misi calkeuli nawili (ZiriTadi kapitali, sab-

runavi kapiti da sxva), xelfasi an sxva. kerZod, TviTRirebu-

lebis mimarT miznobrivi mogebis gaangariSeba SefardebiTi

meTodis gamoyenebiT gulisxmobs, rom sawarmo adgens moge-

bis saorientacio normativs, romelic uzrunvelyofs sa-

surveli mogebis miRebas. davuSvaT, rom puris qarxana miz-

nad isaxavs TviTRirebulebis mimarT miznobrivma mogebam

Seadginos 10%. aseT SemTxvevaSi Tu 100 cali gamomcxvari

puris TviTRirebuleba Seadgens 40 lars, xolo misi sabiTu-

mo fasi — 44 lars, aqedan 4 lari anu TviTRirebulebis 10% (4

: 40 = 100) Seadgens miznoibriv mogebas.

gaswarmoqmnis mesame meTodi fulisxmobs saqonelze

fasis dadebas momxmarebelTa subieqturi SegrZnebis gaTva-

liswinebiT. aseT SemTxvevaSi fasis dadebis dros mxedvelo-

baSi miiReba ara danaxarjebi, aramed produqciis xarisxi,

prestiJuloba, momsaxurebis done, moxmarebis specifika (dro,

garemo) da sxva. amis gaTvaliswinebiT erTi boTli (0,5 litri)

ludi momxmarebelma sasursaTo maRaziaSi SeiZleba SeiZinos 50

TeTrad, sasauzmeSi — 70 TeTrad, saojaxo restoranSi — erT

larad, sastumros nomerSi — 1,5 larad, xolo umaRlesi klasis

restoranSi — 2 larad.

faswarmoqmnis Semdegi meTodia saqonelze fasebis

dadgena mimdinare fasebis doneze anu bazrze arsebuli fa-

sis analogis mixedviT. aseT SemTxvevaSi firma fasis dadge-

nis procesSi mxedvelobis gareSe stovebs moTxovnisa da

warmoebis danaxarjebis faqtors. am dros misi mizania ba-

zarze kuTvnili wilis SenarCuneba. msxvili savaWro sawar-

225

moebi mizanSewonilad miiCneven saqoneli gayidon bazarze

arsebul saSualo (zogjer ki saSualoze dabal) fasebSi,

wvrili firmebi ki cdiloben ar dauSvan saqonlis gayidva sa-

Sualoze dabal fasebSi. amitom xSirad mcire savaWro sawar-

moebSi saqonelze fasi gacielbiT maRalia, vidre msxvil sa-

vaWro obieqtebSi. qalaqis ganapira raionebSi analogiuri

saqonlis fasi gacilebiT dabalia, vidre centralur adgi-

lebSi da a. S.

faswarmoqmnis mexuTe meTodi gulisxmobs fasis dad-

genas e. w. daxuruli vaWrobis safuZvelze. es meTodi Ziri-

Tadad gamoiyeneba xangrZlivi saxelSekurlebo urTierTo-

bis pirobebSi, sakontraqto fasebis dadgenis dros. es fase-

bi ramdenadme mcirea analogiuri produqciis sabazro fa-

sebTan SedarebiT.

faswarmoqmnis aRniSnuli meTodebis gamoyeneba kom-

pleqsurad xorcieldeba. sawarmoebis (firmebis) mier TiTo-

euli maTganisaTvis prioritetis miniWeba dakavSirebulia

gasaRebis bazris TaviseburebasTan, momxmarebelTa kontin-

gentis SemadgenlobasTan, sawarmos marketinguli strategi-

is SinaarsTan (kerZod, Tu ra mizans — `bazarze SeRwevis Tu

`naRebis moxsnis~ politikas airCevs igi) da a. S.

10.3. fasebis dawesebaze moqmedi faqtorebi

faswarmoqmnis gadawyvetilebebze firmebSi mravali

faqtori axdens gavlenas. es faqtorebi erTiandeba or

jgufSi da warmogvidgeba, rogorc Siga da gare faqtorebis

erToblioba:

faswarmoqmnaze moqmed Siga faqtorebs miekuTvneba:

� firmis marketinguli miznebi;

� marketinguli kompleqsis strategia;

� saqonlis warmoebisa da mimoqcevis xarjebis struq-

tura;

� firmis organizaciuli Sexedulebebi.

1. bazarze firmis ramdenime ZiriTadi an specifikuri

mizani SeiZleba aRmoCndes. ZiriTadi mizani SeiZle-

ba iyos bazarze damkvidreba, mogebis maqsimizacia,

bazris wiliT an produqciis xarisxiT lideroba da

sxva. specifikuri niSnebidan aRsaniSnavia bazarze

axali konkurentis Semosavlisagan Tavis dazRveva,

226

myidvelTa axali nakadis mozidva, sayovelTaod

aRiarebul ramdenime produqtze xelsayreli fa-

sis dawesebiT myidvelTa daintereseba da sxva.

bazarze damkvidrebis, bazris wilis dauflebis da sxva

mizniT firma bazarze gadis sakuTari saqonlis brendiT da

axdens amis pozicirebas. am procesSi igi aqtiurad iyenebs

fasis faqtors. cnobili firmebi aseT SemTxvevaSi saqonel-

ze aweseben, rogorc mcire (iaf), ise Zvir fasebs. iafi fasiT

bazarze damkvidreba bazris dauflebis martivi meTodia. igi

gulisxmobs konkurentis mier ukve gamotanili saqonlis

(momsaxurebis) analogis danergvas SedarebiT iaf fasebSi da

am gziT klientTa mozidvas. magaliTad, xSiria SemTxveva,

rodesac agrarul bazarze kg xorblis sacalo fasi 8 lars

aRwevs. calkeuli gamyidveli ki cdilobs Tavis produqcia-

ze fasi Seamciros erTi lariT, rac dabalSemosavlian myid-

velisTvis garkveul stimuls warmoadgens; an kidev sastum-

roebis qselSi oTaxebis iaf fasebSi gaqiraveba SezRuduli

saxsrebis mqone mogzaurTa mozidvis sayovelTaod aRiare-

buli formaa. SedarebiT rTul miznebs emsaxureba sayovel-

Taod aRiarebuli firmebis mcdeloba SeaRwion ZviradRire-

bul bazrebze arsebul maRalSemosavlian miznobriv segmen-

tSi. amis naTeli magaliTia iaponuri firmebis `toiotas~ da

`hondas~ mcdeloba SeeRwiaT amerikisa da evropis saavtomo-

bilo bazrebis sivrceSi, rac warmatebiT gadaWres kidec

brendis maRali xarisxis, ekonomiurobis, saimedobisa da

sxva upiratesobis gamoyenebiT.

2. faswarmoqmnis procesSi firmis miznebTan erTad

gaiTvaliswineba marketinguli kompleqsis strate-

giis faqtori. es gulisxmobs, rom fasis donis Sesa-

xeb gadawyvetilebebi unda koordinirdebodes sa-

qonlis saxeobebidan, mis teqnologiur maCveneb-

lebTan, dizainTan, distribuciasTan, gasaRebis

stimulirebasTan, pozicirebasTan da sxva maCveneb-

lebTan. am strategiis TiToeuli elementis saTa-

nado donis warmodgena dakavSirebulia garkveul

fasnamatTan, rac fasebis saerTo donis cvlilebas

iwvevs.

zogjer firmebi mimarTaven e. w. miznobriv faswarmoq-

mnas. igi gulisxmobs faswarmoqmnis sawyis etapze sasurveli

227

gasayidi fasebis dawesebas da Semdgom mis Sedarebas da koreq-

tirebas xarjebTan.

3. xarjebis moculoba da struqtura faswarmoqmnis

CamoTvlil faqtorTa Soris wminda fasismier faq-

tors miekuTvneba. xarjebi warmoadgens im minima-

lur zRvars, romlis qveviTac firmas fasis dawese-

ba ar SeuZlia. mwarmoebeli dainteresebulia daa-

wesos fasi, romelic aanazRaurebs produqciis

warmoebis xarjebs (TviTRirebuleba) da miscems mas

mogebas. aseve gamyidveli dainteresebulia saqone-

li gayidos fasnamatiT, romelic iTvaliswinebs mi-

moqcevis xarjebs da savaWro mogebas, rasac igi Re-

bulobs saqonlis gayidvis, gasaRebis riskisa da Za-

lisxmevis safasurad.

xarjebi, rogorc aRiniSna (ix. 10.3) ori saxisaa: pirobi-

Tad mudmivi (fiqsirebuli) da cvalebadi.

pirobiTad mudmivia xarjebi, romelic ar icvleba pro-

duqciis warmoebisa da realizaciis moculobis zrdis an

Semcirebis pirobebSi. aseT xarjebs miekuTvneba Senoba-nage-

bobebis ijara, administraciuli personalis xelfasi, bankis

kreditis procenti da sxva.

cvalebadia is xarjebi, romelic produqciis warmoebi-

sa da realizaciis cvlilebis pirobebSi icvleba imave mimar-

TulebiT. mas miekuTvneba nedleulisa da masalebis xarjebi,

teqnologiuri daniSnulebis saTbobisa da eleqtroenergiis

xarjebi, mwarmoebelTa da gamyidvelTa xelfasi, kompiuteris

xarjebi, SefuTvis xarjebi da sxva.

mudmivi da cvalebadi xarjebis erToblioba iZleva

produqciis warmoebisa da realizaciis mTlian xarjebs.

garda aRniSnulisa, xSirad saWiroa warmoebisa da mi-

moqcevis xarjebis ganxilva struqturul WrilSi. warmoebis

xarjebidan gansakuTrebuli yuradReba eqceva nedleulis,

ZiriTadi masalebis, amortizaciis, xelfasis da zogierTi

sxva xarjebis analizs. aseTi midgomiT SesaZlebeli xdeba

produqciis dajgufeba masalatevad, fondtevad, Sromate-

vad dargebad, raTa gamovavlinoT resursebis racionaluri

gamoyenebis gzebi. mimoqcevis xarjebidan sasurvelia gavaa-

nalizoT Sromis anazRaurebis, transportirebis, saqonlis

Senaxvisa da gayidvis, reklamis xarjebi da sxva.

228

saqonelze fasebis dasabuTebis procesSi mimwodeb-

lebma gansakuTrebuli yuradReba unda miaqcion saqonlis

gavrcelebis (saqonelmoZraobis) rgoladobis gavlenas da-

naxarjebze da fasebze. rac ufro metia saqonelgamtari

rgolebis raodenoba (rgoladoba), miT ufro maRalia faseb-

Si mimoqcevis xarjebis wili. saqonelmoZraobis erTrgolia-

ni sistemidan or da samrgolian sistemaze gadasvla Sesaba-

misad iwvevs saqonelmimoqcevis xarjebis zrdas. dakvirve-

biT dasturdeba, rom mwarmoeblisa da momxmareblis pirda-

piri kavSiris dros kartofilis, bostneulisa da xilis fa-

sebi 20-25% ufro naklebia, vidre maT Soris Suamavlis arse-

bobis pirobebSi, xolo am produqtebis gayidvis rgolado-

bis zrdis yovel momdevno etapze fasi daaxloebiT izrde-

ba10%-iT. analogiuri tendenciebi SeimCneva yoveldRiuri

moxmarebis sxva saqonlis mimarTac.

4. fasis dawesebis dros firmebi iTvaliswineben or-

ganizaciul Sexedulebebs. organizaciuli faqto-

ri gulisxmobs firmis miznebze, strategiebze, xar-

jebze da sxva maCveneblebze arsebul Sexedulebe-

baTa sinTezur gaTvaliswinebas faswarmoqmnis pro-

cesSi. fasebis daweseba organizaciulad xorciel-

deba Semdegi wesiT. mcire firmebSi da sawarmoebSi

fasebis dawesebas axdenen marketingis samsaxuris

warmomadgenlebi. isini, rogorc gamyidveli mxare

fasebTan dakavSirebiT molaparakebas marTaven

myidvelebTan.

msxvil firmebSi faswarmoqmna ufro mowesrigebulia.

aq xSirad faswarmoqmnis process ganagebs specialuri qve-

danayofebi (fasebis). faswarmoqmnaSi monawileobs agreTve

firmis iseTi funqciuri samsaxurebi, rogoricaa: warmoebis,

gayidvis da sxva samsaxurebi, romlebic angariSvaldebuli

arian marketingis samsaxurisa da umaRlesi xelmZRvanelo-

bis winaSe.

faswarmoqmnis gare faqtorebs miekuTvneba:

� bazari da moTxovna;

� konkurencia da konkurentuli garemo;

� gadamyidvelebi (Suamavlebi);

� mTavroba da samTavrobo struqturebi;

� socialuri interesebi.

229

1. maSin, roca xarjebi da misi struqtura gansaz-

Rvravs fasis qveda zRvars, bazari da moTxovna —

fasis zeda zRvars.

bazris zegavlena faswarmoqmnaze gansxvavebulia sa-

bazro konkurenciis tipebis mixedviT. rogorc zemoT aRi-

niSna (ix. 10.2) sabazro konkurenciis iseTi tipi, rogoricaa

wminda konkurenciis bazari qmnis iseT garemos, roca erTi

da igive saqoneli da momsaxureba wonasworobis fasebSi iyi-

deba. aq yvela gamyidveli Tanabar fasebSi yidis Tavis pro-

duqts.

faswarmoqmnis politika garkveulad icvleba monopo-

listuri konkurenciis pirobebSi. aq saqoneli iyideba ara

erTian, aramed farTo diapazonis fasebSi. amis mizezi ki is

aris, rom monopoliebi myidvelebs sTavazoben erTi da igive

saqonlis gansxvavebul variantebs (xarisxi, modeli, dizaini,

SefuTva da sxva). monopoliebi aseve axerxeben momxmarebel-

Ta dajgufebas Semosavlebis mixedviT da didSemosavlian

segments awvdian ZviradRirebul saqonels da piriqiT.

oligopolistur bazarze gamyidvelTa pozicia metad

frTxilia. isini imdenad adevneben Tvals erTmaneTi fasebs,

marketingul strategiebs, rom TiTqmis analogiur reaqci-

ebs amJRavneben.

wminda monopoliis bazarze warmodgenilia mxolod

erTi gamyidveli. igi SeiZleba iyos saxelmwifo (regulire-

badi) an kerZo (regulirebadi an araregulirebadi) monopo-

lia. fasebis dadgena saxelmwifo monopoliaSi xdeba samTav-

robo politikis Sesabamisad. araregulirebadi monopolia

ki fasebis dawesebis dros xelmZRvanelobs principiT: ar mi-

izidos konkurentebi, SeaRwios bazarze ufro swrafad iafi

fasebis gamoyenebiT, Tavi aaridos saxelmwifos mier zedmet

regulirebas da sxv.

fasis doneze moqmed faqtorTa Soris moTxovna erT-

erTi umTavresTagania. es gansakuTrebiT mkveTrad vlindeba

saqonlis deficitis an Warbi miwodebis pirobebSi. moTxov-

nasa da fass Soris specifikuri damokidebulebaa. sxva Tana-

bar pirobebSi moTxovnis zrda fasis gadadebis, xolo misi

Semcireba fasis Semcirebis safuZvelia. e. i. moTxovnis

cvlileba fasis imave mimarTulebiT cvlilebas iwvevs. gan-

sxvavebulia fasis cvlilebis gavlenis Sedegi moTxovnis si-

dideze. fasis zrda, sxva Tanabar pirobebSi, moTxovnis sidi-

230

dis Semcirebas, xolo fasis Semcireba moTxovnis sididis

zrdas iwvevs. e. i. fasis cvlilebasa da moTxonis sididis

cvlilebas Soris Sebrunebuli damokidebulebaa. fassa da

moTxovnis sidides Soris arsebul am ukudamokidebulebas

moTxovnis kanoni ewodeba.

moTxovna metad dinamikuri sididea. konkretul saqo-

nelze misi cvlileba ganisazRvreba iseTi faqtorebis gav-

leniT, rogoricaa: momxmarebelTa fuladi Semosavali; mom-

xmarebelTa raodenoba da sqesobriv-asakobrivi Semadgen-

loba; momxmarebelTa gemovneba da midrekileba; fasebi ur-

TierTSemcvlel saqonelze; momxmarebelTa molodini da

sxva. amis gaTvalsiwinebiT moTxovnis zemoqmedeba fasze

kompleqsuri xasiaTis matarebelia.

moTxovnas da fass Soris kavSiris dadgenis mizniT gai-

angariSeba fasis mimarT moTxovnis elastikuroba. Tu elas-

tikurobis koeficienti erTze metia, maSin moTxovna elas-

tikuria fasis mimarT da moTxovnis cvlileba fasis cvli-

lebas gamoiwvevs da piriqiT.

2. moTxovnasTan erTad fasebis doneze mniSvnelovan

gavlenas axdens miwodebis faqtori. sxva Tanabar

pirobebSi miwodebis zrda iwvevs fasis Semcirebas

da, piriqiT, miwodebis Semcirebas Tan sdevs fasis

zrda. gansxvavebulia fasis cvlilebis gavlena mi-

wodebis sidideze. fasis zrda an Semcireba sxva Ta-

nabar pirobebSi iwvevs miwodebis sididis imave mi-

marTulebiT cvlilebas. e. i. fasis gadidebiT iz-

rdeba miwodebis sidide da piriqiT. fassa da miwo-

debis sidides Soris arsebul am specifikur kav-

Sirs miwodebis kanoni ewodeba.

miwodebis cvlileba ganisazRvreba iseTi faqtorebis

gavleniT rogoricaa: warmoebis moculoba; teqnologiuri

procesebis cvlileba; warmoebis danaxarjebi; fasebi sxva saqo-

nelze; gamyidvelTa ricxvi; gadasaxadebis sidide; dotaciebi

da sxva.

miwodebis damokidebuleba fasis mimarT SeiZleba gai-

zomos Sesabamisi elastikurobis koeficientiT. igi aCvenebs

elsatikuria Tu ara miwodeba fasis mimarT.

3. fasis doneze arsebiT gavlenas axdens bazarze kon-

kurentTa saqmianoba, maTi poziciebi da gatarebu-

li RonisZiebebi. konkurentTa zegavlebiT gamyid-

231

velebi SezRuduli arian fasebis cvlilebis sfe-

roSi. am TvalsazrisiT gamoikveTeba ori ZiriTadi

situacia. pirveli — rodesac sawarmo gamodis fa-

sis cvlilebis iniciatorad, meore ki, roca fasis

cvlilebis iniciatoria konkurenti. pirvel Sem-

TxvevaSi mosalodnelia, rom bazris sxva subieqte-

bi ar mimarTaven analogiur RonisZiebas, ris gamoc

igi iZulebulia daubrundes Zvel fasebs. meore

SemTxvevaSi Tu konkurenti Seamcirebs fass sawar-

mo iZulebulia mibaZos mas, winaaRmdeg SemTxvevaSi

dakargavs klienturas. amasTan unda aRiniSnos, rom

mimwodeblebi konkurenciis procesSi garda fasebi-

sa iyeneben arafasismier faqtorebs (reklama, xaris-

xi, gasaRebis politika da sxva.).

4. samTavrobo gadawyvetilebebi fasebis doneze ver-

tikalurad moqmed gare faqtors miekuTvneba. igi

gvevlineba, rogorc qveynis ekonomikuri politi-

kis meSveobiT sabazro meqanizmis regulirebis sa-

Sualeba. aq gansakuTrebiT mniSvnelovania norma-

tiuli kanonebi, kodeqsebi da sxva maregulirebeli

aqtebi. faswarmoqmnis procesebis regulirebis

TvalsazrisiT gansakuTrebiT aRsaniSnavia: sagada-

saxado kodeqsi, sabaJo saqmianobis maregulirebe-

li dokumentebi, finansTa saministros normatiu-

li aqtebi, saprocento ganakveTebi da sxva.

5. fasebis dawesebis procesze gavlenas axdens sxva

garemoebebic. ekonomikuri bumi an depresia, in-

flacia, umuSevroba da sxva faqtorebi gavlenas ax-

denen firmis faswarmoqmnis gadawyvetilebebze,

radgan yovelive es garkveulad moqmedebs warmoe-

bis da mimoqcevis xarjebze, agreTve produqtis

fasze da misi faseulobis aRqmaze. gadamyidvelma

unda gaiTvaliswinos vaWrobaSi monawile sxva mxa-

reTa reaqcia fasebis cvlilebaze. magaliTad, ro-

gor cvlian fasebs gadamyidvelebi (Suamavlebi).

metad mniSvnelovania fasebis meSveobiT socialuri as-

peqtebis gaTvaliswineba. socialurad orientirebul sabaz-

ro ekonomikis qveynebSi fasebi Semcirebulia sabavSvo asor-

timentze, medikamentebze da bevr sxva saqonelze. SeRavaTe-

232

bi wesddeba gazsa da eleqtroenergiaze, mniSvnelovani fas-

daTmobebia. wina sadResaswaulo dReebSi da a. S.

aRniSnuli da sxva faqtorebis gavleniT yalibdeba ba-

zarze saqonlisa da momsaxurebis fasebis done. faqtorebi

da pirobebi, romlebic ganapirobeben bazarze fasebis do-

nes, metad cvalebadia. amitom sawarmoTa marketinguli sam-

saxuris amocanaa yovelmxriv Seiswavlos sabazro situacie-

bi da SemoqmedebiTad gamoiyenos miRebuli informacia fas-

warmoqmnis praqtikaSi.

10.4. sabazro fasebis formirebis meqanizmi

saqonelze da momsaxurebaze fasebis dasabuTebis Sem-

deg firmebi (sawarmoebi) axdenen fasebis sawyisi donis dad-

genas, rac bazarze koreqtirebas eqvemdebareba. sabazro fa-

sebis formirebis sistema da misi uzrunvelyofis meqanizmi

gulisxmobs iseTi problemuri sakiTxebis ganxilvas, rogo-

ricaa:

� fasebis dadgena axal saqonelze;

� fasebis dadgena sasaqonlo nomenklaturis far-

glebSi;

� fasebis dadgena geografiuli principiT;

� fasebis diskriminacia;

� fasebis dadgena gasaRebis stimulirebisaTvis;

� fasebis dadgena daTmobebiTa da CaTvlebiT;

� fasebis cvlileba da masze bazris subieqtebis reaq-

cia.

fasebis dadgena axal saqonelze sawarmoTa faswarmoq-

mnis strategiuli problemaa da gulisxmobs axali saqonlis

erTobliobis dayofas principulad axal saqonlad da saqo-

nel-imitatorad.

principulad axali saqoneli — es aris sawarmos mier

axlad aTvisebuli produqcia, romelic arsebiTad gansxvav-

deba arsebulisagan da patentiT aris daculi. aseT saqonel-

ze fasis dadgenis dros sawarmos faswarmoqmnis strategia

warimarTeba ori mimarTulebiT. pirvel SemTxvevaSi, sawarmo

upiratesobas aniWebs e. w. `naRebis moxsnis~ strategias, xo-

lo meore SemTxvevaSi — `garRvevis~, anu bazarze myarad dam-

kvidrebis strategias. `naRebis moxsnis~ strategia gulis-

xmobs saqonelze maqsimaluri fasis dadgenas da axali saqon-

233

lisadmi myidvelTa dadebiTi reaqciis maqsimalur gamoyene-

bas. `naRebis moxsnis~ strategia mizanSewonilia Semdeg Sem-

TxvevaSi: roca didia moTxovna; ar arsebobs konkurencia;

mcirea danaxarjebi; saqonlis xarisxi kargia da sxv. `garRve-

vis~, anu bazarze myarad damkvidrebis mizniT sawarmoebi

ugulebelyofen `naRebis miznis~ strategias da saqonelze

SedarebiT Semcirebul fasebs aweseben. es xels uwyobs ba-

zarze sawarmos wilis gadidebas, danaxarjebis Semcirebas,

potenciuri konkurentebis CamoSorebas da a. S.

saqonel-imitatorze fasebis dadgenis dros sawarmoe-

bi aqcents akeTeben saqonlis xarisxsa (an sxva niSan-Tvise-

bis) da fasebis dones Soris. saqonlis kargi xarisxis piro-

bebSi firmam SeiZleba mimarTos fasebis gadidebis strate-

gias da miiRos Sesabamisi mogeba. faswarmoqmnis strategia

gansxvavebulia. sawarmoTa sxvadasxva miznidan gamodmdina-

re, es naTlad Cans qvemoT motanili 10.4 cxrilidan.

cxrili 10.4 marketingis strategiis variantebi saqonlis fasis

da xarisxis urTierTdamokidebulebaSi1

saqonlis fasi saqonlis

xarisxi Zviri saSualo mcire

saukeTeso premialuri

danaricxebis

strategia

bazarze Rmad

SeRwevis

strategia

amaRlebuli

fasismieri

mniSvnelobis

strategia

kargi amaRlebuli

fasis

strategia

saSualo donis

strategia

keTilxarisxovnobis

strategia

mdare gaZarcvis

strategia

moCvenebiTi

brwyinvalebis

strategia

mcire fasismieri

mniSvnelobis

strategia

fasebis dadgena xdeba sasaqonlo nomenklaturis far-

glebSi. sasaqonlo nomenklatura moicavs erTgvarovani sa-

qonlis nairsaxeobas. roca saqoneli sasaqonlo nomenklatu-

ris nawils warmoadgens, firmebi cdiloben diferenciulad

miudgnen calkeul saqonelze fasebis dadgenis process da

igi warmarTon imgvarad, rom miiRon maqsimaluri mogeba


234

mTlian nomenklaturaze gaangariSebiT. es amocana sakmaod

rTulia, vinaidan calkeuli saqoneli moTxovnis, danaxarje-

bis da konkurenciis mixedviT gansxvavebuli doniT xasiaT-

deba.

sasaqonlo nomeklaturis farglebSi fasebis dadgenis

praqtikaSi sawarmoebs SeiZleba SeeqmnaT Semdegi ZiriTadi

situaciebi:

1. fasebis dadgena sasaqonlo asortimentis fargleb-

Si. xSirad sawarmo amzadebs erTi da igive asorti-

mentis saqonlis nairsaxeobas. magaliTad, fexsac-

mlis fabrika amzadebs da momxmarebels erTdrou-

lad sTavazobs ramdenime saxis erTi da igive zomis

fexsacmels. yoveli maTgani erTmaneTisagan gan-

sxvavdeba Tavisi xarisxobrivi parametrebiT. amis

gamo fasi diferenciulia. fasis diferencirebis

safuZveli aseT SemTxvevaSi SeiZleba iyos saqonlis

samomxmareblo Tvisebebi, danaxarjebi, konkuren-

tTa fasebi da a. S.

2. fasis dadgena damatebiT nakeTobebze. sawarmoebi

ZiriTad nawarmTan erTad amzadeben da momxmare-

bels sTavazoben sxvadasxva damatebiT nakeTobebs.

magaliTad, avtoqarxnebi avtomanqanebTan erTad

myidvelTa SekveTiT amzadeben avtomanqanisaTvis

televizors, minis amwev eleqtromowyobilobas,

kondicioners da sxva damatebiT nakeTobebs. aseT

SemTxvevaSi sawarmos winaSe ismis sakiTxi — Seita-

nos Tu ara damatebiTi nakeTobebis Rirebuleba Zi-

riTadi produqciis TviTRirebulebaSi da Sesaba-

misad sabiTumo fasebSi.

3. fasis dadgena savaldebulo kuTvnilebis saqonel-

ze. savaldebuli kuTvnilebis saqoneli — es iseTi

nawarmia, romlis gareSe SeuZlebelia ZiriTadi

produqciis gamoyeneba. magaliTad, fotoaparati

warmoadgens ZiriTad saqonels, fotofiri ki sa-

valdebuli kuTvnilebis saqonels. am gardualobas

iTvalsiwinebs sawarmo fasebis dadgenis procesSi

da iyenebs Tavis interesebis misaRwevad. igi foto-

aparatze awesebs SedarebiT Semcirebul fasebs,

fotofirze ki gazrdil fasebs. amiT sawarmo aR-

wevs orive maTganis gayidvis moculobis gadidebas.

235

4. fasis dadgena Tanamde produqtze. magaliTad, xor-

ckombinatSi pirutyvis dakvlisa da xorcis damuSave-

bis Sedegad rCeba Tanamde produqtebi (tyavi, Cliqebi,

subproduqtebi da sxv.). sawarmo axdens am produqte-

bis gasaRebas da amiT amcirebs produqciis TviTRire-

bulebas da fass. es xels uwyobs produqciis konku-

rentunarianobis amaRlebas.

fasebis dadgena geografiuli principis gaTvalsiwine-

biT gulisxmobs sawarmos mier gadawyvetilebis miRebas iseT

problemaze, rogoricaa: fasebis dadgena erTidaigive saqo-

nelze sxvadasxva regionSi mcxovreb myidvelTaTvis. warmoe-

bis adgilidan Sors mcxovreb momxmareblebisaTvis miwodeba

sakmaod Zviri jdeba. ismis kiTxva: mizanSewonilia Tu ara di-

di satransporto xarjebis dafarvis mizniT, saqonlis fasis

gadideba da amiT klienturis dakargvis riskis gaweva? Tu

umjobesia, yvela momxmareblisaTvis erTi da igive fasis

dadgena?

aseT SemTxvevaSi gamyidvelebi mimarTaven sxvadasxva

variants, romelTa Soris ZiriTadia:

1. fasebis dadgena warmoebis adgilidan myidvelamde sa-

qonlis mitanis xarjebis gaTvalswinebiT. aseT Sem-

TxvevaSi saqonelze arsebul fass emateba moxmarebis

adgilamde mitanis xarjebi. vTqvaT, warmoebis adgil-

ze (anu a-punqtSi) saqonlis fasi Seadgens 100 lars. b-

punqtSi mitanis xarjebi Seadgens 110 lars, g-punqtSi

— 120 lars. amis gaTvalsiwinebiT daniSnulebis ad-

gilze saqonlis fasi ganisazRvreba 100, 110 da 120 la-

riT.

2. erTiani saSualo fasebis dadgena miwodebis xarjebis

gaTvaliswinebiT. zemoaRniSnul magaliTze erTiani

saSualo fasi udros 110 lars [(100+110+120):3]. amas-

Tan unda aRiniSnos, rom saSualo fasis amgvari gaan-

gariSeba mxolod maSin asaxavs realur suraTs, roca

calkeul punqtSi saqoneli Tanabari raodenobiT Se-

izideba. im SemTxvevaSi, roca calkeul punqtSi sa-

qonlis Sezidvis wili mkveTrad gansxvavebulia, saSu-

alo fasi unda gaangariSdes Sewonili saSualo fasis

saxiT. amisaTvis saWiroa TiToeul punqtSi Sesazidi

saqonlis raodenoba gavamravloT Sesabamisi punqtis

fasze (e. i. fasze, romelSic Seitaneba am punqtamde

236

saqonlis Sezidvis xarjebi). aseTi wesiT miRebuli si-

dideebi Seikribeba da gaiyofa mTlianad sarealiza-

ciod gankuTvnili saqonlis raodenobaze. saSualo

fasis gaangariSeba SeiZleba Semdegi formuliT:

sr∑

srf...srfsrff 2211

Σ+++

= nn

sadac f — aris saSualo fasi, f1, f2 — saqonlis fa-

si konkretul punqtebSi, sr1, sr2 — konkretul pun-

qtSi Sesazidi saqonlis raodenoba; srΣ — sarea-

lizaciod gankuTvnili saqonlis mTliani jami.

davuSvaT, individualuri fasi a punqtSi Seda-

gens 100 lars, b punqtSi — 110 lars, g punqtSi — 120

lars.a punqtebSi Sesazidad gankuTvnili saqonlis

raodenoba Sesabamisad ganisazRvreba 20, 10 da 5,8

aTasi caliT. saSualo Sewonili fasi Seadgens 106

lars.

.10635800

37960120580011010000 ==⋅+⋅+⋅=∑35800

10020000f

3. sawarmoebi geografiuli principis gaTvaliswine-

biT adgenen zonalur fasebs. igi gulisxmobs qvey-

nis dayofas samomxmareblo zonebad da TiToeuli

maTganisaTvis saSualo zonaluri fasis dawesebas.

4. fasis dadgena sabaziso punqtis mimarT. aseT Sem-

TxvevaSi qveynis romelime qalaqi miCneulia sabazi-

so punqtad. sxva qalaqebSi da raionebSi saqonlis

Sezidvis dros danaxarjebi gaiangariSeba sabaziso

punqtis fasze daniSnulebis adgilamde saqonlis

Sezidvis xarjebis damatebiT. magaliTad, Tu saba-

ziso punqtad miCneulia q. foTi, maSin rac ufro

daSorebulia misgan sxva punqtebi, miT ufro iz-

rdeba maTTvis fasebi. fasebis zrda aseT SemTxveva-

Si ganisazRvreba sami gansxvavebuli principiT: 1)

fasi izrdeba gadazidvis manZilis zrdis propor-

ciulad; 2) fasi izrdeba progresulad gadasazidi

manZilis mimarT, e. i. rac ufro izrdeba gadazidvis

manZili miT ufro metad izrdeba sabaziso punqtis

fasisadmi wanamati; 3) fasi izrdeba regresulad, e.

i. gadazidvis manZilis yovel zrdas Seesabameba fa-

237

sisadmi wanamatis regresiuli (Semcirebuli) ganak-

veTi.

5. calkeul SemTxvevaSi mimwodebeli Tavis Tavze

iRebs saqonlis transportirebis xarjebs. am me-

Tods mimarTaven im SemTxvevaSi, rodesac mimwode-

beli cdilobs miizidos myidvelebi, miaRwios upi-

ratesobas konkurentebTan brZolaSi, SeaRwios

axal bazarze da sxva.

zog SemTxvevaSi sawarmoebi mimarTaven fasebis diskri-

minacias. igi niSnavs sxvadasxva momxmareblisaTvis erTgvaro-

van produqciaze gansxvavebuli donis fasebis dawesebas maSin,

roca maT warmoebis xarjebSi ar aris gansxvaveba.

fasebis diskriminacia SesaZlebelia mxolod Semdeg piro-

bebSi:

� gamyidveli monopolistia da SeuZlia bazars ukar-

naxos misTvis xelsayreli fasi;

� gamyidvels SeuZlia myidvelebi daajgufos gadaxdisuna-

rianobis (e. i. moTxovnis, Semosavlebis donis da sxva)

mixedviT;

� rodesac Tavdapirvelad myidvels ara aqvs SesaZ-

lebloba xelaxla gayidos nayidi saqoneli;

� bazris segmentaciis (danawevrebis, dayofis) xarje-

bi ar aRemateba fasis diskriminaciiT miRebul Semo-

savals.

diskriminaciuli fasebi wesddeba sxvadasxva formiT.

fasebis diskriminacis ZiriTadi formebia:

1. fasebis diskriminacia myidvelTa tipebis gaTva-

liswinebiT. igi gulisxmobs, rom sxvadasxva myidve-

li erTi da igive saqonelSi an momsaxurebaSi ixdis

gansxvavebul Tanxas. magaliTad, bavSvTa ganyofile-

baSi 24-25 zomis fexsacmlis fasi gacilebiT nakle-

bia, vidre mozrdilebis ganyofilebaSi, an kidev mos-

wavleebi da studentebi matarebliT mgzavrobis

dros 50%-iT naklebs ixdian, vidre sxva mgzavrebi da

a. S.

2. fasebis diskriminacia adgilmdebareobis gaTva-

liswinebiT. saqonelze da momsaxurebaze gansxvave-

bul adgilebSi sxvadasxva fasi wesddeba miuxeda-

vad imisa, rom maT warmoebis xarjebSi ar aris sxva-

238

oba. magaliTad, kinoTeatrSi parterisa da loJis

bileTis fasi ufro metia vidre amfiTeatrisa.

3. fasebis diskriminacia drois gaTvalsiwinebiT. fa-

si saqonelze da momsaxurebaze icvleba sezonis,

kviris dReebisa da zogjer saaTebis mixedviTac. ma-

galiTad, restoranSi kerZebis fasi saRamos saa-

TebSi 50%-iT matulobs da a. S.

4. fasebis diskriminacia saqonlis variantebis gaTva-

liswinebiT. igi gulisxmobs, rom saqonlis aTvisebaSi

an mis gaformebaSi umniSvnelo gansxvavebis gamo sa-

qoneli iyideba diferenciul fasebSi; magaliTad,

uTo, romelsac gaaCnia sakontrolo naTura, iyide-

ba 5-6 lariT met fasebSi maSin, roca am naTuris Ri-

rebuleba da damontaJeba ar aRemateba erT lars.

xSirad sawarmoebi fasebs iyeneben gasaRebis stimulirebi-

saTvis. igi miznad isaxavs myidvelTa dainteresebis amaRlebas.

dainteresebis erT-erT saSualebas warmoadgens Semcirebuli

fasebi. sawarmoebi garkveuli mizniT zogjer amcireben fasebs

TviTRirebulebaze dablac ki. amiT isini aRweven saqonlis rea-

lizaciis daCqarebas, saqonlis Warbi maragis Semcirebas, sabru-

navi kapitalis brunvadobis daCqarebas da sxva. gasaRebis stimu-

lirebis mizniT fasebis Semcireba xorcieldeba Semdegi for-

miT:

1) msxvili savaWro sawarmoebi (univermaRi, universa-

mi) myidvelTa nakadis mizidvis mizniT zogierT sa-

qonelze aweseben e. w. `wamgebiani lideris~ fass im

orientaciiT, rom maRaziaSi mosuli myidveli sxva

Zvirfasian saqonelsac SeiZens;

2) savaWro sawarmoebi, wlis drois mixedviT, saqon-

lis sezonuri fasdaklebiT vaWrobas awyoben;

3) sawarmoebi saqonlis modidan gamosvlis safrTxis

Tavidan acilebis mizniT masobriv fasdaklebas mi-

marTaven;

4) zogjer mwarmoeblebi momxmareblebs, myidvelebs

da liderebs droebiT fasdaklebiT sTavazoben sa-

qonels da amiT xels uwyoben, drois garkveul mo-

nakveTSi, saqonelbrunvis daCqarebas;

5) gamyidvelebi myidvelebs sTavazoben ZviradRire-

biuli saqonlis romelime egzemplars mniSvnelo-

van fasdaklebiT (50-70%) SeZenis albaTobas. rek-

239

lamis meSveobiT momxmareblebs awvdian informaci-

as, rom konkretul maRaziaSi mocemuli saqonlis

erTi egzemplari, romlis namdvili fasi 4 dola-

ria, iyideba 40%-is fasdaklebiT. aRniSnuli meTo-

di karg Sedges iZleva da myidvelTa nakadi, Cveu-

lebrivTan SedarebiT, mniSvnelovnad matulobs,

rasac Tan sdevs saqonlis realizaciis zrda.

praqtikaSi gamoiyeneba agreTve fasebis dadgena daT-

mobebiT (fasdaklebiT) da CaTvlebiT. is iTvaliswinebs mim-

wodeblis mier myidvelTa waxalisebas naRdi an, vadamde an-

gariSsworebis, did partiebad saqonlis SeZenis, sezonur sa-

qonlis vadamde Sesyidvis da sxva qmedebisaTvis.

saqarTvelos pirobebSi fasebisa da faswarmoqmnis sa-

fuZvlebis Sesaxeb moqmedi kanonis Sesabamisad daTmobebis

sistema warmodgenilia ori ZiriTadi formiT: savaWro-saSu-

amavlo fasnamati da savaWro fasdaTmoba.

savaWro-saSuamavlo fasnamati aris savaWro an savaW-

ro-saSuamavlo organziaciebis mier saqonlis gasayid da Se-

sasyid fasebs Soris sxvaobis Tanxa, romliTac ifareba am

organizaciis xarjebi da warmoiqmneba maTi mogeba.

savaWro fasdaTmoba aris saqonlis uSualod saboloo

momxmareblisaTvis misayidi fasis nawili, romlis xarjzec

ifareba savaWro organizaciebis xarjebi da warmoiqmneba ma-

Ti mogeba.

faswarmoqmnis praqtikaSi miRebulia savaWro-saSuamav-

lo fasnamatis da savaWro fasdaTmobis donis (ganakveTis)

gaangariSeba absolutur da SefardebiT (procentul) maCve-

neblebSi. absolutur maCveneblebSi, rogorc fasnamati, ise

fasdaTmoba mocemulia absolutur TanxaSi, e. i. larebSi.

martivia maTi SefardebiTi maCveneblis donis gaangariSebis

meqanizmic. praqtikaSi rogorc savaWro-saSuamavlo fasnama-

tis, ise savaWro fasdaTmobis gaangariSeba xdeba saqonlis

fasis mimarT. gansxvaveba is aris, rom fasnamati gaiangariSe-

ba sabiTumo fasis, xolo fasdaTmoba sacalo fasis mimarT.

fasdaTmobis gaangariSebis zogadi wesi SemdegSi mdgomare-

obs: fasdaTmobis done (%) = fasdaTmobis Tanxa : sacalo fa-

si ⋅ 100.

aseT SemTxvevaSi Tu saqonlis sacalo fasi Seadgens 60

lars, xolo fasdaTmobis Tanxa 15 lars, maSin savaWro fas-

240

daTmobis done ganisazRvreba 25% (15 : 60 ⋅ 100).

savaWro fasdaTmobis (aseve fasnamatis) donis gaanga-

riSeba xdeba agreTve mTlianad realizebuli partiis an gar-

kveul periodSi realizebuli saqonlis moculobis mimarT.

gaangariSebisaTvis SeiZleba gamoyenebul igive formula,

sadac mricxvelSi aisaxeba mTlianad realizebul saqonelze

arsebuli fasdaTmobis jami, xolo mniSvnelSi mTlianad rea-

lizebuli saqonlis Tanxis moculoba anu saqonelbrunva.

savaWro-saSuamavlo fasnamats da savaWro fasdaTmo-

bas gaaCnia nairsaxeobebi. msoflio savaWro praqtikaSi maTi

40-mde nairsaxeoba gamoiyeneba. maT Soris, ZiriTadia:

� fasdaTmoba naRd an vadamde angariSworebisaTvis;

� raodenobrivi fasdaTmoba;

� funqciuri fasdaTmoba;

� sezonuri fasdaTmoba;

� specialuri fasdaTmoba;

� daxuruli fasdaTmoba;

� CaTvlebi da sxva.

naRd an vadamde angariSsworebisaTvis fasdaTmoba

msoflio savaWro praqtikaSi cnobilia fasdaTmoba `skon-

tis~ saxelwodebiT. mimwodebeli aseT fasdaTmobas aZlevs

myidvels, romelic nayidi saqonlis Rirebulebas gadaixdis

naRd angariSze an vadamde. am ukanasknelis tipuri magaliTia

`2/10 neto 30~, `3/5 neto 30~ da a. S. es niSnavs, rom angariS-

sworebis periodi xelSekrulebis Sesabamisad ganisazRvreba

30 dRiT. Tu myidveli nayidi saqonlis safasurs gadaixdis 10

dReSi, miiRebs 2%, xolo 5 dReSi gadaxdis SemTxvevaSi 3%

damatebiT daTmobas.

raodenobrivi fasdaTmoba eZlevaT myidvelebs did

partiebad saqonlis SeZenis SemTxvevaSi. amgvari fasdaTmo-

bis tipur magaliTs warmoadgens saqonlis erTeulze myari

fasis arseboba gayidvis zRvruli moculobis farglebSi. am

farglebs zeviT ki fasi avtomaturad mcirdeba. magaliTad,

erTeuli saqonlis fasi misi gayidvis zRvrul moculobamde

(davuSvaT 1000 erTeuli) Seadgens 10 lars, am moculobis ze-

viT ki erTeuli saqonlis fasi mcirdeba 9 laramde da a. S.

funqciur fasdaTmobas mwarmoeblebi aZleven vaWro-

bis samsaxurebs saqonlis gayidvis, Senaxvis, aRricxvis da

sxva funqciis ganxorcielebisaTvis. amitom mas vaWrobis

241

sferos samsaxurebis fasdaTmobasac uwodeben. es daTmobebi

aris am momsaxurebis safasuri, romelsac saqonelmoZraobis

calkeuli arxebi uweven mwarmoeblebs saqonlis gasaRebis

xelsayreli pirobebis uzrunvelyofaSi.

sezonuri fasdaTmoba eZleva im myidvelebs, romlebic

saqonels SeiZenen maTi moxmarebisaTvis Seuferebel sezon-

Si; magaliTad, zamTris saqonlis tansacmels gvian gazaf-

xulze da a. S.

specialuri fasdaTmoba eZleva myidvelebs, romleb-

sac mwarmoeblebTan xangrZlivi saqmiani kontaqti an gansa-

kuTrebuli urTierTobebi akavSirebT.

daxuruli fasdaTmoba gamoiyeneba Caketil samurneo

erTeulebs (magaliTad, Siga sawarmo) Soris saqonlis miwo-

debis procesSi. igi gamoiyeneba agreTve saerTaSoriso eko-

nomikuri gaerTianebebis an samTavroboTaSoriso SeTanxme-

bis Sesabamisad saqonlis miwodebis pirobebSi.

CaTvlebi gulisxmobs fasdaTmobebis gamoyenebas sapre-

iskurato fasebis pirobebSi. misi konkretuli magaliTia ax-

lad nayid saqonelze fasis Semcireba Zvelis Cabarebis Sem-

TxvevaSi. aseT SemTxvevaSi axali saqonlis fasi mcirdeba

Zvelis Cabarebidan miRebuli Tanxis odenobiT. igi ZiriTa-

dad xangrZlivi moxmarebis saqonlis realizaciis SemTxve-

vebSi gamoiyeneba. aseTi daTmobebi eZlevaT agreTve biTumad

movaWreebs da Suamavlebs saqonelbrunvis daCqarebis, rek-

lamis da sxva RonisZiebebSi monawileobisaTvis. misi amoca-

naa mwarmoeblebsa da vaWrobis samsaxurebs Soris kavSirur-

TierTobis ganmtkiceba.

sawarmoebi faswarmoqmnis faqtorebis gavleniT droga-

moSvebiT axdenen saqonelze da momsaxurebaze fasebis cvlile-

bas. fasis cvlileba myidvelebis, konkurentebis da bazris sxva

subieqtebis gansxvavebul reaqcias iwvevs. amasTan momxareblebi

gansxvavebulad aRiqvamen fasis Semcirebas da gadidebas.

fasis Semcirebis mimarT momxmarebelTa reaqcia Semde-

gi saxiT gamoixateba:

1) fasi Semcirda imitom, rom saqoneli moZvelda. mo-

salodnelia bazarze axali, gaumjobesebuli xaris-

xisa da modelis saqonlis gamotana;

2) fasi Semcirda imitom, rom es saqoneli Znelad saR-

deboda;

242

3) fasi Semcirda imitom, rom mwarmoebels (ganmsaRe-

bels) aqvs finansuri problemebi da mosalodnelia

bazridan misi wasvla;

4) fasi am saqonelze momavalSic Semcirdeba da amJa-

mad umjobesia Tavis Sekaveba mis SeZenaze;

5) fasi Semcirda imitom, rom gauaresda saqonlis xa-

risxi da a. S.

fasis gadidebis mimarT momxmarebelTa reaqcia Semdegi

saxisaa:

1) saqonelze didi moTxovnaa, swrafad iyideba da sa-

survelia SeZena manam, vidre kidev ar gazrdian mas-

ze fass;

2) saqoneli iqca gansakuTrebuli mniSvnelobis mata-

rebel sagnad, mas mieca axali daniSnuleba;

3) gamyidveli xarbia, eswrafvis maqsimalur mogebas

da saqonelze awesebs gadidebul fass;

4) mosalodnelia am saqonlis miwodebis mniSvnelova-

ni Semcireba da a. S.

konkurentebis reaqcia fasis cvlilebis mimarT mra-

valgvaria. maT Soris gansakuTrebiT aRsaniSnavia:

1. ratom Secvala konkurentma fasi? surs gazardos

bazarze Tavisi wili, ainazRauros danaxarjebi,

aiTvisos dautvirTavi simZlavreebi Tu sxva?

2. ra xangrZlivobiT apirebs konkurenti axali fasis

SenarCunebas? daubrundeba igi Zvel fass, Tu kvlav

Seecdeba mis gadidebas an Semcirebas?

3. rogor Seicvleba bazarze misi mdgomareoba Tu

konkurentis sapirispiro RonisZiebebs ar ganaxor-

cielebs?

4. ra reagirebas axdenen cvlilebaze sxva sawarmoebi

da apireben Tu ara isini Secvalon fasebi? da a. S.

sawarmos warmateba faswarmoqmnis dargSi mWidrodaa

dakavSirebuli moTxovnis SeswavlasTan, saqonlis miwodebis

pirobebis gamokvlevasTan, bazris segmentaciasTan, momxma-

rebelTa tipologiasTan, saqonlis sasicocxlo ciklis eta-

pobriv analizTan, saqonelgamtari sistemis racionalizaci-

asTan da sxva sakiTxebTan. am sakiTxebis yovelmxrivi anali-

zis gareSe SeuZlebelia faswarmoqmnis swori politikis ga-

tareba da faswarmoqmnis meqanizmis srulyofa.

243

Tavi 11. marketinguli arxebi da logistika

11.1 marketinguli arxebis arsi, saxeebi da doneebi

marketingul arxebSi igulisxmeba erTmaneTTan dakav-

Sirebuli sawarmoebi, romlebsac saqoneli da momsaxureba

dahyavT saboloo an biznes-momxmareblebamde. amrigad, maSa-

sadame, marketingul arxebSi Sedian Suamavlebi, romlebic

exmarebian momxmareblebs maTTvis saWiro saqonlis an momsa-

xurebis operatiulad moZiebasa da SeZenaSi.

marketinguli arxebis arsi vlindeba maT mier Sesru-

lebul funqciebSi. dReisTvis specialistebi marketinguli

arxebis funqciebs sxvadasxvagvarad ayalibeben. maT mosaz-

rebebze dayrdnobiT marketinguli arxebis funqciebi (ix.

nax. 11.1) SeiZleba Camoyalibdes ase:

1) marketinguli kvlevebis Catareba saqonlis gayid-

visTvis saWiro informaciis misaRebad;

2) gasaRebis stimulireba bazrisTvis SeTavazebuli

saqonlis Sesaxeb informaciis gavrcelebis gziT;

3) kontaqtis damyareba potenciur myidvelebTan;

4) produqtis momxmareblis moTxovnilebebTan Sesaba-

misobaSi moyvana, rac materialuri saxiT arsebul

produqtTan mimarTebaSi gamoixateba dafasoebis,

daxarisxebis da SefuTvis momxmarebelTa moTxovne-

bis Sesabamisad ganxorcielebaSi;

5) saqonelsa da momsaxurebaze sakuTrebis uflebis

gadacemisTvis molaparakebebi marketinguli arxe-

bis warmomadgenlebTan;

6) saqonlis transportireba da sasawyobo damuSaveba;

7) produqtis momxmareblamde gadaadgilebis opera-

ciebis ganxorcielebis xarjebis dafinanseba.

marketinguli kvlevebi, SeTavazebuli produqtis Sesa-

xeb informaciis miwodeba momxmareblisTvis, produqtis mom-

xmarebelTa moTxovnilebebTan SesabamisobaSi moyvana, kavSi-

ris damyareba potenciur myidvelebTan da molaparakebebi

maTTan emsaxureba garigebebis dadebas. rac Seexeba produq-

tis transportirebas, sasawyobo damuSavebas, agreTve, mom-

xmareblisken gadaadgilebis operaciebis dafinansebas, isini

uzrunvelyofen dadebuli garigebebis Sesrulebas.

244

nax. 11.1. marketinguli arxebis funqciebi

marketinguli arxebs axasiaTeben saxeebisa da doneebis

mixedviT.

praqtikaSi ganasxvaveben pirdapir, arapirdapir da Se-

reuli saxis marketingul arxebs.

yvelaze martivi da mokle marketinguli arxia pirdapi-

ri gasaReba, anu pirdapiri marketingi.

pirdapiri gasaReba gulisxmobs saqonlis momxma-

reblamde gadaadgilebas Suamavlebis gareSe, Tavad mwar-

moeblis mier. arapirdapiri arxebi iTvaliswinebs saqon-

lis momxmareblamde dayvanas erTi an ramdenime Suamav-

lis gamoyenebiT.

245

Suamavlebia sabiTumo vaWroba, sacalo vaWroba, bro-

kerebi, agentebi.

pirdapiri gasaReba did rols asrulebs sawarmoo da-

niSnulebis saqonlis biznesmomxmareblamde dayvanaSi. daz-

ga-danadgarebis, nedleulisa da masalebis gasaRebas sawar-

moebi amjobineben pirdapiri kontaqtebis gziT, rac gasaRe-

bis qvedanayofebis meSveobiT xorcieldeba. am dros xSirad

mwarmoebeli Tavisi ZalebiT umontaJebs myidvels dazga-da-

nadgarebs da uwevs konsultacias maTi gamoyenebis Taobaze.

pirdapiri gasaReba mniSvnelovan rols asrulebs samom-

xmareblo saqonlis bazarzec, gansakuTrebiT, rTuli asorti-

mentis saqonlis gayidvisas. pirdapiri marketingis gamoyene-

biT dahyavT, upiratesad, momxmareblamde msxvilgabaritiani

saqonelic.

pirdapiri marketingis gamoyeneba SesaZleblobas aZ-

levs mwarmoeblebs operatiulad gaakontrolon saqonlis

gasaRebis procesi da miiRon adekvaturi gadawyvetilebebi

gamovlenili darRvevebis aRmosafxvrelad. uSualo kontaq-

ti momxmareblebTan maTi interesebis ufro metad gaTvalis-

winebis SesaZleblobas iZleva.

pirdapiri marketingis dadebiTi mxareebis miuxedavad

mwarmoebeli sawarmoebi xSirad gverds ver uvlian Suamavle-

bis gamoyenebas da sargebloben maTi momsaxurebiT. es gansa-

kuTrebiT maSin xdeba, roca mwarmoeblebi emsaxurebian te-

ritoriuli TvalsazrisiT did bazrebs, agreTve, didi rao-

denobiT momxmareblebs.

marketinguli arxis doneSi igulisxmeba nebismieri

Suamavali, romelic garkveul rols asrulebs saqonlis

warmoebidan momxmareblisken gadaadgilebisa da misTvis

sakuTrebis uflebis gadacemis procesSi.

nebismieri marketinguli arxi iwyeba mwarmoebliT da

mTavrdeba momxmarebliT. Suamavlebis raodenobis mixedviT

ganasxvaveben nulovan, erTdonian, ordonian da samdonian

arxebs.

erTdoniani arxi moicavs mxolod erT Suamavals. sa-

momxmarelo saqonlis bazarze Suamavalia sacalod movaWre,

sawarmoo daniSnulebis saqonlis bazarze ki gasaRebis agen-

ti an brokeri da biTumad movaWre. momsaxurebasac indivi-

dualur biznes-momxmareblebze erTdoniani marketinguli

246

arxiT yidian. am SemTxvevaSi Suamavlebia brokerebi an agen-

tebi.

ordoniani marketinguli arxis SemadgenlobaSi ori Su-

amavali Sedis. samomxmareblo saqonlis bazarze Suamavlebis

rolSi gamodis sabiTumo da sacalo vaWroba, sawarmoo da-

niSnulebis saqonlis bazarze ki brokeri an agenti da biTu-

mad movaWre.

samdoniani marketinguli arxi gamoiyeneba samomxmareb-

lo saqonlis realizaciis procesSi. am SemTxvevaSi saqonlis

momxmareblamde gadaadgilebaSi CaerTveba wvrilbiTumi vaW-

robac.

iSviaTad, magram mainc arsebobs marketinguli arxebi

ufro meti Suamavlebis monawileobiT. marketinguli arxe-

bis struqturuli Semadgenloba gansxvavebulia samomxma-

reblo da sawarmoo daniSnulebis saqonlisa da momsaxurebi-

saTvis (ix. nax. 11.2).

247

nax. 11.2. marketinguli arxebis struqtura

11.2. vertikaluri, horizontaluri da kombinirebuli marketinguli sistemebi

saqonlis momxmareblamde gadaadgilebis (win wawevis)

marketingul arxebSi SeiZleba Sediodes erTi an ramdenime

piri, romlebic erTad qmnian sxvadasxva tipis marketingul

sistemebs. ganasxvaveben tradiciul (moZraobis) arxebs, ver-

tikalur, horizontalur da kombinirebul marketingul (sa-

qonel) sistemebs.

istoriulad saqoneli pirvelad tradiciuli saqonel-

moZraobis arxebis meSveobiT iyideboda. tipuri tradiciuli

arxi Sedgeba damoukidebeli mwarmoeblebis da erTi an ramde-

nime biTumad da sacalod movaWre sawarmosgan (ix. nax. 11.3).

nax. 11.3. tradiciuli marketinguli arxi

tradiciuli marketinguli arxis yoveli wevri damou-

kideblad muSaobs bazarze da iswrafvis rac SeiZleba meti

mogebis miRebisken, Tundac arxis sxva wevrebisTvis zianis

miyenebiT. maSasadame, tradiciuli marketinguli arxis ga-

moyenebisas Zlierdeba konkurenciuli brZola da mwvavdeba

konfliqtebi arxis wevrebs Soris. konfliqti SeiZleba war-

248

moiSvas rogorc arxis erT donis, ise erTi da imave arxis

sxvadasxva donis sawarmoebs Soris. pirvel SemTxvevaSi ho-

rizontaluri konfliqti aRiniSneba, meore SemTxvevaSi ki

vertikaluri.

saqonelmoZraobis arxis wevrebs konfliqtis Tavidan

asacileblad Seqmnes vertikaluri marketinguli sistema

(ix. nax. 11.4), romelic, Tavis mxriv, sami saxisaa: korporaci-

uli, saxelSekrulebo da marTuli.

nax. 11.4. vertikaluri marketinguli arxebis struqtura

vertikalur marketinguli sistemaSi Semavali mwarmoe-

beli, biTumad da sacalod movaWre sawarmoebi bazarze gamo-

dian erTiani sistemis saxiT. arxis erTi monawile an danarCe-

ni monawileebis mflobelia an maTTan muSaobs xelSekrule-

bis safuZvelze an kidev lideria arxSi, rac uzrunvelyofs

arxis koordinirebul muSaobas.

vertikalur marketingul sistemaSi wamyvani poziciis

dakaveba SeuZlia rogorc mwarmoebel, ise biTumad da saca-

lod movaWre sawarmoebs.

korporaciul vertikalur marketingul sistemaSi ar-

xis monawileTa Zalisxmevis koordinirebis da konfliqturi

situaciebis marTvis SesaZleblobas iZleva maTi erT-erTi

wevris mflobelobaSi yofna. ase, magaliTad, aSS-is kompania

Sears-is qselSi gayiduli saqonlis 50%-ze meti iwarmoeba

vertikaluri

marketinguli

sistemis saxeebi

korporaciuli

vertikaluri

marketinguli

sistema

saxelSekrulebo

vertikaluri

marketinguli

sistema

marTuli

vertikaluri

marketinguli

sistema

249

iseT sawarmoebSi, romlebic nawilobriv an mTlianad misi

kuTvnilebaa. espanuri sacalo savaWro qseli Zara qsovilis 40%-s da tansacmlis naxevarze mets Tavad awarmoebs. misi sa-

kuTrebaa tansacmlis dizainze momuSave sawarmoebic, ro-

melTa damsaxurebaa Tanamedrove moTxovnis Sesabamisi pro-

duqciis Seqmna. am produqciiT Zara 30 qveyanaSi ganlagebul

600 maRazias amaragebs. efeqtiani vertikaluri marketingu-

li sistemis damsaxurebaa Gap-Tan da Benetton-Tan SedarebiT Zara-s siswrafe da moqniloba momxmarebelTa momsaxurebaSi.

maSasadame, korporaciul marketingul sistemaSi Semaval sa-

warmoebs marTavs maTi erTaderTi mflobeli.

saxelSekrulebo vertikaluri marketinguli sistema

Sedgeba erTmaneTTan xelSekrulebiT dakavSirebuli sawar-

moebisgan. aseT sistemaSi gaerTianebulia sabiTumo sawarmo-

ebis mier dafinansebuli sacalod movaWreTa nebayoflobi-

Ti gaerTianeba, sacalod movaWreTa kooperativi da frenSa-

izinguli organizaciebi (ix. nax. 11.5).

sabiTumo sawarmoebis mier dafinansebuli sacalod mo-

vaWreTa nebayoflobiTi gaerTianeba damoukidebeli sacalo

savaWro sawarmoebis- maRaziebis qselia. am SemTxvevaSi sabi-

Tumo sawarmo cdilobs bazris SenarCunebas masTan kontaq-

tSi myofi sacalo savaWro sawarmoebis gaZlierebiT. biTu-

mad movaWre maTTan debs xelSekrulebas, romelic maRaziebs

uflebas aZlevs isargeblon erTiani saxelwodebiT da SeiZi-

non saqoneli misgan biTumad. aseT pirobebSi sacalo savaW-

ro sawarmoebs muSaobisa da brZolaSi gamarjvebis didi San-

si aqvT.

sacalod movaWreTa kooperativi sacalod movaWre sa-

warmoebis damoukidebeli gaerTianebaa. is saqonels biTumad

Seisyidis da SeuZlia saqonlis warmoebac. am gaerTianebis

wevrebi TavianTi saqonlis did nawils yiduloben koopera-

tivis meSveobiT. isini erToblivad axorcieleben sareklamo

saqmianobasac. kooperativis mier miRebuli mogeba mis wev-

rebs Soris nawildeba Sesyidvis moculobis Sesabamisad.

frenSaizingi saxelSekrulebo marketinguli sistemis

iseTi formaa, romlis monawilenic (frenSizebi) asruleben

privilegiebis mflobeli sawarmos (frenSaizeris) moTxov-

nebs. frenSaizingi biznesis veberTela da mzardi sferoa.

ase, magaliTad, McDonald’s-is sistemaSi 20 wlis win 5749

250

frenSaizinguli organizacia iTvleboda, dReisaTvis ki ma-

Ti raodenoba msoflioSi 30 000-s aRemateba. 3 000ze meti

amerikuli kompania Tavis saqonels an momsaxurebas yidis

swored frenSaizinguli liderebis daxmarebiT. ganasxvave-

ben frenSaizingis sam ZiriTad formas: sacalo frenSizebis

sistema mwarmoeblis egidis qveS; sabiTumo frenSizebis sis-

tema mwarmoeblis egidis qveS; sacalo frenSizebis sistema

momsaxurebis sferos kompaniis egidis qveS.

nax. 11.5. saxelSekrulebo vertikaluri marketinguli

sistema

saxelSekrulebo vertikaluri marketinguli

sistema

sacalod

movaWreTa

nebayoflobiTi

gaerTianeba

sacalod

movaWreTa

kooperativi

frenSaizingul

i

organizaciebi

sacalo

frenSizebis

sistema

mwarmoeblis

egidis qveS

sabiTumo

frenSizebis

sistema

mwarmoeblis

egidis qveS

sacalo

frenSizebis

sistema

momsaxurebis

sferos

kompaniis

egidis qveS

251

sacalo frenSizebis sistema mwarmoeblis egidis qveS

gavrcelebulia saavtomobilo mrewvelobaSi. ase, magali-

Tad, kompania Ford avtomobilebiT vaWrobaze licenziebs aZ-

levs Tavis dilerebs. dilerebi damoukidebeli firmebia,

romlebic Tanaxmani arian Seasrulon privilegiebis mflo-

beli kompaniis gansazRvruli moTxovnebi avtomanqanebis ga-

saRebisa da myidvelTa momsaxurebis procesSi.

sabiTumo frenSizebis sistema mwarmoeblis egidis qveS

gamoiyeneba ualkoholo sasmelebis warmoebaSi. mas iyenebs

kompania Coca-Cola, romelic licenziebs aZlevs qarxnebs misi

koncentratebiT sasmelebis Camosxmaze. qarxnebi am sasme-

lebs biTumad yidian, ZiriTadad, adgilobriv sacalod mo-

vaWreebze.

sacalo frenSizebis sistema momsaxurebis sferos kom-

paniis egidis qveS gamoiyeneba momsaxurebis sferos sawarmo-

ebSi. es sawarmoebi qmnian licenzirebuli savaWro sawarmoe-

bis qsels TavianTi momsaxurebis momxmareblamde dasayva-

nad. aRniSnuli sistema gamoiyeneba avtomobilebis gamqira-

vebel firmebSi, swrafi momsaxurebis masobrivi kvebis sawar-

moebSi, sastumroebis qselSi. sacalo frenSizebis sistema

momsaxurebis sferos kompaniis egidis qveS kargad funqcio-

nirebs, magaliTad, kompania McDonald’s-Si.

marTuli vertikaluri sistemis pirobebSi xelmZRvane-

loba xorcieldeba sistemis erTi an SesaZlebelia ramdenime

wevris mier maTi sididisa da wamyvani sabazro wilis safuZ-

velze. arxSi Zalauflebis mopovebis baza SeiZleba gaxdes

saukeTeso brendis warmoeba. am sistemas iyeneben General Electric da Procter&Gamble. am kompaniebs wamyvani pozicia uka-

viaT TavianTi produqtis gasaRebis sistemaSi da mWidrod

TanamSromloben maTi saqonlis gamyidvelebTan fasebis da-

wesebis, gasaRebis stimulirebis meTodebis SerCevis da sxva

sakiTxebis gadawyvetisas. cxadia, Tu saqonlis gasaRebis

sistemaSiZlieri pozicia sacalod movaWre sawrmos ukavia,

masSeuZlia zegavlenis moxdena momwodebel sawarmoze.

axali marketinguli SesaZleblobebis aTvisebaSi did

rols asrulebs horizontaluri marketinguli sistema. am

sistemaSi erTi donis sawarmoebi erTiandebian maSin, roca

axali marketinguli SesaZleblobebis asaTviseblad ar

hyofniT kapitali, codna, sawarmoo simZlavreebi. Tanam-

252

Sromloba SeiZleba iyos droebiTi an mudmivi, SeiZleba er-

Toblivi sawarmos Seqmnac. horizontaluri marketinguli

sistema kargad muSaobs saerTaSoriso doneze. ase, magali-

Tad, Coca-Cola da Nestle erTmaneTTan kavSirSi yidian mza civ

yavas da Cais saerTaSoriso bazrebze. am sistemis magaliTia

saaqcio sazogadoeba saqarTvelos bankis da Tbilisis met-

ropolitenis TanamSromloba. saqarTvelos bankma Tbilisis

metroSi ganaTavsa serviscentrebi da bankomatebi, riTac

Tavisi bazari kidev ufro gaafarTova da Tanac mokle dro-

Si, Tbilisis metropolitenma ki sabanko momsaxurebis SeTa-

vazebiT Tavis klientebs mniSvnelovnad dauzoga dro, ramac

aseve dadebiTad imoqmeda maTi raodenobis gazrdaze.

bazrebis aTvisebis procesSi sawarmoTa nawili iyenebs

mravalarxian marketingul sistemebs, romelTac xSiradhib-

ridul marketingul arxebs, agreTve, kombinirebul siste-

mebsac uwodeben (ix. nax. 11.6).

nax. 11.6. kombinirebuli marketinguli sistema

mwarmoebeli agenti,

brokeri

biTumad

movaWre

biznes-

momxmarebeli

biznes-

momxmarebeli

samomxmareblo

saqonlis

momxmarebebeli

samomxmareblo

saqonlis

momxmarebeli

sacalod

movaWre

katalogebi, telefoni

mwarmoeblis gasaRebis ganyofileba

253

es sistemebi gamoiyeneba maSin, roca sawarmoebis saqo-

nels iyeneben rogorc individualuri momxmareblebi, ise

biznesmomxmareblebi. individualur momxmareblebze sawar-

moebs SeuZliaT saqoneli gayidon katalogebiT, telefone-

biT, internetiT, damoukidebeli sacalo savaWro sawarmoe-

bis gamoyenebiT. biznesmomxmareblebze saqoneli SeiZleba

gaiyidos rogorc mwarmoebeli sawarmos gasaRebis qvedana-

yofis TanamSromlebis mier, ise marketinguli Suamavlebis

(biTumad movaWre, brokeri, agenti) gamoyenebiT.

kombinirebul marketingul sistemas efeqtianad iye-

nebs amerikuli kompania IBM. is Tavis kompiuterebs momxma-

reblebze yidis rogorc damoukideblad, Tavisi gasaRebis

qvedanayofis meSveobiT, ise Suamavlebis gamoyenebiT. kompi-

uterebis gayidvisas IBM iyenebs katalogebs, telemarke-

tings, damoukidebel dilerebs, msxvil sacalo savaWro sa-

warmoebs, biTumad movaWreebs. marTalia, kombinirebuli

marketinguli sistema xels uwyobs bazris gafarToebas sxva-

dasxva segmentis aTvisebis gziT, misi gamoyeneba mainc gaZne-

lebulia masSi xSiri konfliqtebis gamo.

11.3. marketinguli arxebis SerCeva

produqtis gasaRebis sistemis efeqtianoba, pirvel

rigSi, marketingul arxebzea damokidebuli. amitom mwarmoe-

beli sawarmoebi did yuradRebas uTmoben maT SerCevas. arxe-

bis SerCevis process win uswrebs maTze moqmedi faqtorebis

analizi. am faqtorebs Soris gamoyofen sabazro, sasaqonlo,

konkurentul da organizaciul faqtorebs. mowinave sawar-

moebSi mxolod am faqtorebis Sefasebis safuZvelze miiReba

gadawyvetileba gamosayenebeli marketinguli arxis tipze.

arxis struqtura, pirvel rigSi, damokidebulia moce-

muli sawarmos produqtis myidvelze. amitom mwarmoeblebi

unda flobdnen informacias momxmarebelTa raodenobis, ma-

Ti koncentraciis, nayidobis saSualo sididis, moTxovnile-

bebis Sesaxeb. biznes-momxmareblebs mwarmoeblebi, Cveuleb-

riv, uSualod, anu nulovani donis arxiT ukavSirdebian. rac

Seexeba individualur momxmareblebs, isini saqonels upira-

tesad sacalo savaWro qselSi yiduloben. saqoneli maRazi-

254

ebSi mwarmoebels Seaqvs TviTon an sabiTumo rgolis daxma-

rebiT.

marketinguli arxis SerCevis procesze moqmed sapro-

duqto faqtorebSi Sedis produqtis moxmarebis xangrZli-

voba, asortimentis sirTule, faseuloba, Senaxvis xangrZli-

voba da a.S. bunebrivia, malfuWebadi saqoneli momxmarebels

miewodeba nulovani an erTdoniani arxiT. rTuli asortimen-

tis saqoneli mwarmoebelma momxmareblamde unda daiyvanos

Suamavlebis gamoyenebiT, magram mokle marketinguli arxiT.

xangrZlivi moxmarebis saqoneli, ZiriTadad, grZeli marke-

tinguli arxiT dadis momxmareblamde. moklevadiani gamoye-

nebis saqoneli, magaliTad, purproduqtebi, momxmareblamde

gadaadgildeba mokle arxiT.

marketinguli arxis SerCevis dros mwarmoeblebi er-

TmaneTs udareben sxvadasxva variants da ise iReben gadaw-

yvetilebas gamosayenebeli arxis tipze. ukanasknel period-

Si sul ufro didi popularobiT sargeblobs saqonlis mom-

xmareblisTvis miwodeba nulovani arxis gamoyenebiT.

marketinguli arxebis SerCevis dros sawarmoebma unda

gaiTvaliswinon, agreTve, TavianTi resursebi saqonlis ga-

saRebis procesSi gamosayeneblad, servisze moTxovnilebis

mdgomareoba da sakuTari SesaZleblobebi am mimarTulebiT.

arxebis Sesaxeb gadawyvetilebis miRebis dros sawarmoebi

gansazRvraven, agreTve, arxis yovel doneze gamosayenebeli

Suamavlebis raodenobas. arxSi wevrebis gansazRvra xorci-

eldeba intensiuri, eqskluziuri da seleqtiuri (SerCeviTi)

distribuciis strategiebis gamoyenebiT.

saqonlis intensiuri gavrcelebis anu intensiuri dis-

tribuciis strategia iTvaliswinebs saqonlis mocemuli

konkretuli sawarmosTvis yvela xelmisawvdom arxSi gayid-

vas. praqtikaSi realurad arsebobs iseTi sawarmoebi, rom-

lebic TavianTi saqonlis gasayidad iyeneben qveyanaSi arse-

bul TiTqmis yvela tipis savaWro sawarmos. intensiuri mid-

gomiT SeirCeva marketinguli arxebi yoveldRiuri moTxov-

nis saqonlis momxmareblamde misatanad. amiT mwarmoeblebi

momxmareblebs SesaZleblobas aZleven Zalisxmevis minima-

luri daxarjviT SeiZinon aseTi produqtebi.

im SemTxvevaSi, Tu mwarmoeblebi dainteresebuli arian

axali saqonlis bazarze danergviT da saqonlis gasaRebis

procesze kontrolis dawesebiT, isini mkveTrad amcireben

255

Suamavlebis raodenobas da saqonlis gayidvis eqskluziuri

ufleba konkretul geografiul regionSi SeiZleba miscen

mxolod gansazRvrul Suamavlebs. saqonlis momxmareblamde

mitanis aseTi wesiT iyideba avtomobilebi, sayofacxovrebo

teqnikisa da tansacmlis zogierTi brendi. eqskluziuri

distribuciis strategiis gamoyenebisas produqtis imijis

gazrdisa da maRali mogebis miRebis SesaZleblobebi iqmneba.

eqskluziuri distribuciis gamoyenebis pirobebSi sa-

warmos marketinguli xarjebi mcirdeba, vinaidan mwarmoebe-

li SezRuduli raodenobis SuamavlebTan TanamSromlobs da

maTTan erTad iRebs gadawyvetilebas reklamasa da fasebze,

agreTve, rig sxva sakiTxebze.

ganviTarebuli qveynebis kompaniebi eqskluziuri dis-

tribuciis gamoyenebis dros Suamavlebisgan moiTxoven gan-

sazRvruli pirobebis dacvas, rasac isini xSirad ewinaaRmde-

gebian. ase, magaliTad, Daimler Chrysler-ma Suamavlebs SesTa-

vaza programa Five Star. am programis Sesabamisad firmam daa-

jildova is Suamavalebi, romlebmac daakmayofiles misi

moTxovnebi gamyidvelebis momzadebis, momxmarebelTa mom-

saxurebis, urTierTdamokidebulebis marTvis amocanebis

miRwevis procesSi, rac gamoixata, pirvel rigSi, maTi marke-

tinguli xarjebis anazRaurebiT. miuxedavad Suamavlebis mi-

er dasawyisSi gaweuli winaaRmdegobisa, dReisTvis maTi ume-

tesoba am programis monawilea.

produqtis momxmareblamde mitanis seleqtiuri dis-

tribuciis strategias Sualeduri adgili ukavia intensiuri

da eqskluziuri distribuciis strategiebs Soris, e. i. am

SemTxvevaSi Suamavlebis raodenoba erTze metia, magram nak-

lebia mocemuli sawarmos saqonlis gayidviT dainteresebu-

li Suamavlebis raodenobaze. am wesiT yidian, magaliTad, sa-

qonels televizorebisa da avejis mwarmoebeli sawarmoebi.

seleqtiuri distribucia mwarmoebels bazris gafarToebisa

da intensiur midgomasTan SedarebiT ufro naklebi danaxar-

jebiT saqonlis gayidvis saSualebas aZlevs.

11.4. marketinguli logistika

marketingul logistikaSi an saqonelmoZraobaSi igu-

lisxmeba saqonlis warmoebis adgilidan moxmarebis adgi-

lamde fizikuri gadaadgilebisTvis (win wawevis) saWiro Ro-

256

nisZiebebis dagegmva, cxovrebaSi gatareba da kontroli mom-

xmarebelTa moTxovnilebebis dakmayofilebisa da mogebis

miRebis mizniT. marketinguli logistikis mizania momxma-

reblisTvis saWiro produqtis misTvis misaReb adgilze da

sasurvel dros mitana.

saqonelmoZraoba urTierTkavSirSi myofi elementebis

sistemaa. am elementebs miekuTvneba:

1) momxmarebelTa momsaxureba;

2) SekveTebis damuSaveba;

3) sasaqonlo maragis marTva;

4) saqonlis Senaxva;

5) saqonlis dacva dazianebisgan;

6) saqonlis transportireba.

marketinguli logistikis efeqtianobisTvis saWiroa

misi miznebisa da amocanebis Camoyalibeba. maTi SesrulebiT

sawarmo SeZlebs dasaxuli miznis miRwevas. rogorc praqti-

kuli gamocdileba aCvenebs, marketinguli logistikis miza-

ni unda iyos momxmareblebis momsaxurebis gansazRvruli

donis miRweva rac SeiZleba mcire danaxarjebiT. xSiria Sem-

Txveva, roca sawarmoebs logistikis miznad miaCniaT umci-

resi danaxarjebiT momsaxurebis maqsimaluri donis miRweva.

es ar aris swori midgoma. momsaxurebis maqsimaluri done

moiTxovs saqonlis miwodebis procesis daCqarebas, saqon-

lis farTo asortiments, saqonlis SesarCevad moqnili sis-

temis Seqmnas da sxva RonisZiebebis gatarebas, rac xarjebs

zrdis. amitom sawarmoebma miznobrivi momxmareblebis Ses-

wavlis safuZvelze unda gansazRvron SesaTavazebeli sadis-

tribucio momsaxurebis done da mxolod amis Semdeg unda

ifiqron xarjebis Semcirebaze.

saqonlis momxmareblamde gadaadgilebis dros marke-

tingul arxebs uwevT gansazRvruli funqciebis Sesruleba.

maT Soris, pirvel rigSi, unda gamoiyos saqonlis maragis

sawyobebSi ganTavseba, misi marTva, saqonlis transportire-

ba, saqonelmoZraobasTan dakavSirebuli informaciis mar-

Tva. aRniSnuli funqciebis Sesruleba moiTxovs xarjebs,

romlebSic yvelaze didi xvedriTi woniT aris warmodgenili

satransporto da Senaxvis xarjebi. gacilebiT mcirea Sekve-

Tebis damuSavebis, saqonlis datvirTva-gadmotvirTvis da

administraciuli xarjebi. xarjebis racionaluri Semcireba

257

saqonelmoZraobis efeqtianobis amaRlebis aucilebeli pi-

robaa. magram xarjebis Semcirebis mizniT ar unda dauSvan

momsaxurebis kulturis Semcireba.

saqonelmoZraoba iwyeba klientebidan SekveTebis miRe-

biT da maTi damuSavebiT. ganviTarebul qveynebSi sawarmoebis

mier SekveTebi miiReba, damuSavdeba, saqonli gadaitvirTeba da

angariSi formdeba kompiuterebis gamoyenebiT, rac aCqarebs

saqonelmoZraobis process, es ki momgebiania rogorc mwarmo-

eblebis, ise momxmareblebisTvis.

SekveTebis damuSaveba iTvaliswinebs SemkveTis qmedi-

Tunarianobis Semowmebas, gayidvis aRricxvas da Sesabamis

buRaltrul gatarebas, SekveTis Sesrulebis adgilis dad-

genas da saWiroebis SemTxvevaSi (Tu srulad ver Sesrulda

SemkveTis moTxovnileba) dokumentaciis koreqtirebas.

sasaqonlo maragis Seqmna, pirvel rigSi, saWiroa im mize-

ziT, rom saqonlis warmoeba da moxmareba drosa da sivrceSi ar

emTxveva erTmaneTs, rac mkafiodaa gamoxatuli sezonuri war-

moebisa da moxmarebis saqonelze. saqonlis maragis arseboba

sawyobebSi uzrunvelyofs saqonelbrunvis Seuferxebel ganvi-

Tarebas da myidvelTa momsaxurebis saTanado dones. saqonel-

moZraobis arxebSi maragi unda Seiqmnas im odenobiT, rom SesaZ-

lebeli gaxdes yvela momxmareblis moTxovnilebis dauyovneb-

liv dakmayofileba. amasTan, saqonlis maragis sidide Sesabami-

sobaSi unda moiyvanon gasaRebis moculobis da Semosavlebis

zrdis maCveneblebTan.

sawarmoTa erTi nawili saqonlis marags inaxavs uSua-

lod sawarmoSi, nawili ki qveynis sxvadasxva regionSi arse-

bul sawyobebSi. sawyobebi SeiZleba iyos sakuTari an ijariT

aRebuli. sakuTari sasawyobo meurneoba zogjer aferxebs

sasaqonlo maragis manevrirebis process. amasTan, sakuTari

sawyobebis Senaxva moiTxovs xarjebs. magram am SemTxvevaSi

sawarmos aqvs sasaqonlo maragis gakontrolebis meti SesaZ-

lebloba. saerTo sargeblobis sawyobebi iReben gadasaxads.

isini saqonlis SenaxvasTan erTad sawarmoebs uweven sxvadas-

xva saxis fasian momsaxurebas, kerZod, asruleben saqonlis

gasinjvis, SefuTvis, gadatvirTvis operaciebs. saerTo sar-

geblobis sawyobebis gamoyenebis dros metia saqonlis mara-

gis efeqtiani gadaadgilebis SesaZleblobebi. dRes sawarmo-

ebi farTod sargebloben egreTwodebuli sadistribucio

centrebis momsaxurebiT. isini, SeiZleba iTqvas, Seqmnilia uf-

258

ro saqonlis gadaadgilebis procesis dasaregulireblad, vid-

re maragis gansaTavseblad. Wal-Mart-s aSS-Si aqvs 78, xolo

sazRvargareT 37 sadistribucio centri, romelTa meSveobiT

is akontrolebs saqonlis maragis moZraobas.

saqonlis sawyobebSi Senaxva moiTxovs sasawyobo Seno-

bebsa da nagebobebSi gamoyenebuli mowyobilobebis Sesyid-

visa da amortizaciis, sawyobebSi dasaqmebuli muSakebis

Sromis anazRaurebis, saqonlis danakargebis dafarvis, kre-

ditis procentis anazRaurebis da sxva saxis xajebs.

saqonelmoZraobaSi saqonlis SenaxvasTan erTad did

rols asrulebs transportireba, romlis xarjebic aRemate-

ba Senaxvis xarjebs. saqonlis gadazidvis organizaciazea da-

mokidebuli fasebis done, saqonlis droulad mitana daniS-

nulebis adgilamde da gadaziduli produqciis sasaqonlo

saxe momxmareblisTvis miwodebis momentSi. es faqtorebi

uSualod moqmedeben momxmareblis moTxovnilebebis dakma-

yofilebis doneze.

gadasazidi saqonlisgan damokidebulebiT sawarmoebma

SeiZleba isargeblon rkinigzis, wylis, saavtomobilo, mil-

sadeni da sahaero transportiT. informaciis saxiT arsebu-

li saqonlis gadasacemad iyeneben internets. transportis sa-

xis SerCeva damokidebulia tvirTis erTeulis gadazidvis fas-

ze, gagzavnis sixSireze, gadazidvis usafrTxoebaze, drosa da

adgilze, transportis saimedobaze, qveynis misadgomi regio-

nebis raodenobaze.

rkinigza Sor manZilze saqonlis gadasazidad gamoyene-

buli transportis erT-erTi yvelaze efeqtiani saxea. is gan-

sakuTrebiT did rols asrulebs iseTi saqonlis transpor-

tirebaSi, romelsac ar afasoeben (xe-tye, qvanaxSiri, sxva-

dasxva saxis madani). didi moculobis tvirTis erTdroulad

gadazidvaSi iyeneben wylis transports, romelic momxma-

reblisken saqonlis moZraobis yvelaze neli saSualebaa da

Tanac amindze damokidebuli. saavtomobilo transporti

sxva saxeebisgan gansxvavebiT moqnilia. misi gamoyeneba gansa-

kuTrebiT karg Sedegs iZleva tvirTis mokle manZilze gada-

zidvis dros. milsaden transports iyeneben specifikuri sa-

qonlis, kerZod, navTobis, bunebrivi airis, gadasaadgileb-

lad. transportis sxva saxeebTan SedarebiT sahaero tran-

sporti ZviradRirebulia. miuxedavad aRniSnulisa, mas aqti-

urad iyeneben malfuWebadi da Zvirfasi produqtebis gada-

259

tanaSi. transportis am saxes iyeneben, agreTve, tvirTis sas-

wrafod gadazidvis aucileblobis SemTxvevaSi.

marketinguli logistikis erT-erTi mniSvnelovani

amocanaa tvirTis dauzianeblad mitana momxmareblamde. am

amocanis gadawyvetas uzrunvelyofs SefuTva da tvirTis

damuSaveba imgvarad, rom Tavidan aicilon garemo pirobebis

zemoqmedeba da dataceba.

tvirTis momxmareblamde dauzianeblad mitanas emsaxu-

reba iunitizaciis da konteinerizaciis koncefciebic. iuni-

tizacia gulisxmobs tvirTis yovel partiaSi rac SeiZleba

meti sasaqonlo erTeulis Setanas, rac gadazidvis xarjebs

amcirebas. saqonlis dauzianeblad transportirebisTvis

Cveulebriv iyeneben xis yuTebs. konteinerizacia, SeiZleba

iTqvas, aris iunitizacia ufro farTo masStabiT, e.i ramde-

nime iunitizebuli sasaqonlo partiis gaerTianeba.

260

Tavi 12. sacalo da sabiTumo vaWroba

marketingis sistemaSi

12.1. sacalo vaWroba

sacalo vaWroba aris saqonelmoZraobis (win wawevis)

damamaTavrebeli stadia, romlis meSveobiTac saqoneli

mis uSualo momxmarebels mieyideba individualuri da

koleqtiuri moTxovnilebebis dasakmayofileblad. saca-

lo vaWrobis rgolis gavliT saqoneli wyvets moZraobas

mimoqcevis sferoSi da gadadis moxmarebis sferoSi.

sacalo vaWroba SeiZleba ganxorcieldes maRaziaSi,

quCaSi, momxmareblis binaze. saqonlis sacalod gayidvis aq-

ti imis maCvenebelia, rom Seqmnili produqti sazogadoebam

aRiara, e.i. misi samomxmareblo Tvisebebi Seafasa dadebiTad.

saqoneli uSualo momxmarebelze SeiZleba gaiyidos

mwarmoebel, sabiTumo da sacalo savaWro sawarmoebidan.

magram saqonlis sacalod gayidva umeteswilad sacalo sa-

vaWro sawarmoebidan xorcieldeba. isini arian Suamavali sa-

warmoebi, romelTa ZiriTadi funqcia saqonlis mwarmoebli-

dan uSualo momxmareblamde dayvanaa yidva-gayidvis gziT.

sacalo vaWrobaSi ZiriTadi rgolia savaWro sawarmo,

romelic arsebobs maRaziis saxiT, aris iuridiuli piri,

sargeblobs gansazRvruli uflebebiT da asrulebs garkve-

ul movaleobebs.

maRaziebs ajgufeben momxmareblebisTvis SeTavazebu-

li sasaqonlo asortimentis, fasze damokidebulebis, savaW-

ro momsaxurebis moculobisa da sakuTrebis mixedviT.

momxmareblebisTvis SeTavazebuli sasaqonlo asorti-

mentis Sesabamisad ganviTarebul qveynebSi gamoiyofa maRa-

ziaTa mravali tipi, romelTa Soris ZiriTadia: specialize-

buli maRazia, univermaRi, supermarketi, yoveldRiuri moT-

xovnis saqonlis maRazia, supermaRazia.

specializebuli maRaziebi momxmareblebs sTavazoben

viwro asortimentis saqonels. aseTia tansacmlis, fexsac-

mlis, wignebis, yvavilebis, avejis, da a.S. maRaziebi. arsebobs

viwrospecializebuli maRaziebic. magaliTad, mamakacis an

qalis tansacmlis maRaziebi miekuTvneba maRaziebs SezRu-

duli asortimentiT, xolo mamakacis perangebiT, an qalis ka-

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bebiT movaWre maRaziebi viwrospecializebul maRaziebs.

amerikeli specilistebis erTi nawilis azriT, momavalSi

qveyanaSi gaizrdeba viwrospecializebuli maRaziebis rao-

denoba. aseT maRaziebs bazris segmentaciis upiratesobebis

gamoyenebis didi SesaZleblobebi aqvT. specializebuli ma-

Raziebi SeiZleba ekuTvnodeT damoukidebel movaWreebs, an

kidev Sediodnen specializebul maRaziaTa qselSi.

univermaRebi momxmareblebs sTavazoben ramdenime ara-

sasursaTo sasaqonlo jgufs: saqonels, tansacmels, fexsac-

mels, saojaxo saqonels, parfiumerias. sxvadasxva saxis sa-

qoneli iyideba specializebul seqciebSi. istoriulad pir-

veli univermaRi iyo bon marSe, romelic parizSi 1852 wels

daarsda.

supermarketi sakmaod msxvili savaWro dawesebulebaa,

romelSic moqmedebs SedarebiT mcire savaWro daricxva da

romelic momxmarebels sTavazobs farTo asortimentis sa-

sursaTo saqonels, kerZod, kvebis produqtebs, agreTve sa-

recx saSualebebs da saojaxo saqonels. supermarketebi, Zi-

riTadad, erTiandebian erTian qselSi, Tumca SeiZleba isini

kerZo mflobelsac ekuTvnodes. supermarketSi saqoneli

iyideba TviTmomsaxurebis meTodiT.

yoveldRiuri moTxovnis saqonlis maRaziebi ganlage-

bulia sacxovrebel raionebSi. isini momxmareblebs sTavazo-

ben saqonlis viwro asortiments da muSaoben gamosasvleli

dRis gareSe. am tipis maRaziebSi iyideba garkveuli saxis, ad-

vilad realizebadi saqoneli umniSvnelod momatebul fa-

sebSi. supermaRazia Zalian didi maRaziaa. misi mizania mom-

xmarebelTa moTxovnilebebis dakmayofileba sasursaTo da

arasasursaTo saqonlis gafarToebul asotimentze. aseTebia

supercentrebi da hipermarketebi.

fasze damokidebulebiT ganasxvaveben Semcirebuli fa-

sebiT movaWre maRaziebs, maRazia-sawyobebs da katalogebiT

movaWre maRaziebs.

Semcirebuli fasebiT movaWre maRaziebi momxmarebels

standartul saqonels sTavazoben xelsayrel fasSi. amis sa-

fuZveli savaWro daricxvis Semcireba da gayidvis moculo-

bis gazrdaa. Semcirebuli fasebiT movaWre maRazia yovel-

Tvis xelsayrel fasSi yidis saqonels samamulo warmoebis

saqonlis xarjze da ara saqonlis mdare xarisxis gamo.

262

maRazia-sawyobebis mizania didi moculobis saqonlis

gayidva xelsayrel fasebSi. aseTi vaWrobis yvelaze gavrce-

lebuli saxea avejis maRazia-sawyobebi.

ganviTarebul qveynebSi gavrcelelbulia kataloge-

biT movaWre maRaziebi-sademonstracio darbazebi. momxma-

reblebs katalogebis miReba SeuZliaT sademonstracio

darbazebSi an fostiT. katalogSi mocemulia sapreiskuran-

to fasi yoveli nakeTobisaTvis da misi fasi fasdaklebis

Semdeg. momxmarebels saqonelze SekveTis micema SeuZlia te-

lefoniTac, Sin mitanis Tanxis gadaxdiT.

savaWro momsaxurebis moculobis mixedviT gamoyofen

TviTmomsaxurebis, SezRuduli momsaxurebis da sruli mom-

saxurebis maRaziebs.

TviTmomsaxurebis maRaziebSi saqonels yidulobs mom-

xmarebelTa is kategoria, romelsac surs fulis dazogva da

romelic sakuTari surviliT asrulebs saqonlis yidvasTan

dakavSirebul savaWro operaciebs. amis gamo am tipis maRazi-

ebSi fasebi SedarebiT xelsayrelia. SezRuduli momsaxure-

bis maRaziebSi TviTmomsaxurebis maRaziebTan SedarebiT

ufro farTo asortimentis saqonliT vaWroben. am saqonlis

SesaZenad momxmareblis sWirdeba saTanado informaciis in-

formaciis miwodeba, ris gamoc fasebi SedarebiT izrdeba.

sruli momsaxurebis maRaziebSi momxmareblebs daxmarebas

sTavazoben yidvis procesis yvela etapze. aseTebia specia-

lizebuli maRaziebi da pirveli klasis univermaRebi. am tipis

maRaziebSi saqonlis gayidvasTan dakavSirebuli didi xarjebis

gamo fasebic gazrdilia.

savaWro momsaxurebis xasiaTis mixedviT gamoyofen

stacionalur, moZrav da saamanaTo qsels.

yvelaze farTod gavrcelebulia stacionaluri savaW-

ro qseli, romelic moicavs maRaziebs, jixurebs, savaWro av-

tomatebs.

moZrav savaWro qsels miekuTvneba avtofardulebi,

romlebSic iyideba rogorc sasursaTo, ise arasasursaTo

saqoneli.

saamanaTo qseli momxmarebels saSualebas aZlevs mis-

Tvis saWiro saqoneli SeiZinos SekveTis safuZvelze. Sekve-

Tis micema SeiZleba fostiT, telefoniT, specializebuli

organizaciebis meSveobiT. am wesiT iyideba wignebi, sakance-

lario da zogierTi sxva saqoneli.

263

sabazro ekonomikis mqone qveynebSi sacalo savaWro

qseli sakuTrebis formebis mixedviT ZiriTadad warmodge-

nilia Semdegi saxeebiT:

1. damoukidebeli savaWro sawarmo;

2. korporaciuli qseli;

3. sacalod movaWre kooperativi;

4. momxmarebelTa kooperativi;

5. frenSaizinguli organizacia;

6. sacalo konglomerati.

sakuTrebis yvelaze ufro gavrcelebuli formaa damo-

ukidebeli savaWro sawarmo. am SemTxvevaSi momxmareblebs

emsaxureba erTi damoukidebeli maRazia, romlis mflobe-

lic, ZiriTada, TviTon asrulebs savaWro operaciebs.

korporaciuli qseli XX saukunis pirmSoa. am SemTxve-

vaSi erTiani kontrolis qveS imyofeba ori an meti savaWro

dawesebuleba, romlebic yidian analogiuri asortimentis

saqonels, aqvT saqonlis Sesyidvis da gasaRebis erTiani sis-

tema. xSirad korporaciul qselSi Semaval maRaziebs aqvT

erTnairi arqiteqturuli gaformeba. maRaziaTa savaWro

asortimentis gansazRvra, msxvili SekveTebis wardgena, ma-

Raziebs Soris saqonlis ganawileba, fasebis politika da

sxva, yvela maRaziisTvis savaldebulo RonisZiebebi, wydeba

Stab-binaSi.

korporaciul savaWro qsels damoukidebel savaWro

sawarmosTan SedarebiT meti SesaZleblobebi aqvs saqonel-

brunvis moculobisa da Semosavlebis gasadideblad. amis sa-

Sualebas mas aZlevs didi raodenobis saqonlis Sesyidvis,

saqonelze maqsimaluri daTmobebis miRebis, satransporto

xarjebis Semcirebis, maRalkvalificiuri menejerebis daqi-

ravebis, marTvis mowinave meTodebis mecnieruli damuSave-

bis, Tanamedrove organizaciuli struqturebis Camoyalibe-

bis, sacalo da sabiTumo vaWrobis funqciebis gaerTianebis

da sxva SesaZleblobebi. korporaciuli qselis yoveli obi-

eqti saerTo mflobelobisa da kontrolis pirobebSi sar-

geblobs garkveuli damoukideblobiT, rac mkveTrad afar-

Toebs adgilobrivi bazris Taviseburebebis gaTvaliswinebis

da konkurentunarianobis amaRlebis SesaZleblobebs.

momxmarebelTa kooperativi iqmneba maSin, roca moqa-

laqeebi fiqroben, rom maT vaWrobis muSakebi saTanadod ar

emsaxurebian an saqonelze Zalian maRali fasebia. momxmare-

264

belTa kooperativi moqalaqeTa fuladi Senatanebis safuZ-

velze Seqmnili gaerTianebaa, romlis saqmianobis saerTo mi-

marTulebas gansazRvravs maT mier arCeuli gamgeoba.

frenSaizinguli organizacia xelSekrulebis safuZ-

velze privilegiebis mflobeli da mimRebi organizaciebis

gaerTianebaa. privilegiebis mflobelebi SeiZleba iyvnen

mwarmoeblebi, biTumad movaWre an momsaxurebis sferos or-

ganizaciebi, mimRebni ki saSualo da wvrili biznesmenebi.

xelSekrulebiT gaTvaliswinebulia privilegiebis mflo-

belTa da mimRebTa ufleba-movaleobebi. xelSekrulebis Se-

sabamisad wvrili da saSualo biznesmenebi kisruloben pri-

vilegiebis mflobeli organizaciis produqciis gasaRebas.

sacalo konglomerati aris Tavisufali firmebis kor-

poracia, romelic sacalo vaWrobis araerTgvarovan sawar-

moebs aerTianebs erTian mflobelobaSi marTvis funqciebis

nawilobrivi integraciiT.

momxmarebelTa momsaxurebis meTodis mixedviT gamo-

yofen TviTmomsaxurebiT, avtomatebiT, nimuSebiT da kata-

logebiT, winaswari SekveTebiT, saqonlis binaze mitaniT, Ria

gamolagebiT movaWre maRaziebs.

sacalo vaWrobis muSaobis Sedegebi damokidebulia me-

nejerebis mier miRebul marketingul gadawyvetilebebze.

maT Soris ZiriTadia:

1) miznobrivi bazrebis SerCeva;

2) sasaqonlo asortimentis da momsaxurebis kom-

pleqsis dadgena;

3) fasebis daweseba;

4) saqonlis bazarze win wawevis meTodebis gansaz-

Rvra;

5) sawarmos adgilmdebareobis dadgena.

sacalo savaWro sawarmo Tavis saqmianobas iwyebs miz-

nobrivi bazrebis SerCeviT. es aris yvelaze mniSvnelovani

marketinguli gadawyvetileba, romelzec damokidebulia mar-

ketingis mimarTulebiT sawarmos mier miRebuli yvela sxva

gadawyvetileba. gadawyvetilebebi unda Seesabamebodes miz-

nobrivi bazris moTxovnebs. sawarmos marketingis samsaxuri

regularulad unda swavlobdes miznobriv bazars, rom yo-

velTvis iyos darwmunebuli miRebuli gadawyvetilebebis

265

sisworeSi. bazris SerCeva uSualod ukavSirdeba am bazridan

savaraudod misaRebi mogebis sidides.

rogorc praqtika aCvenebs, warmatebuli maRaziebi Ta-

vianT miznobriv bazaars sworad gansazRvraven da saTanado

informaciasac awvdian. maRaziebi, romlebic cdiloben ne-

bismieri kategoriis momxmareblis moTxovnis dakmayofile-

bas, sabolood, ver axerxeben efeqtianad funqcionirebas.

sawarmos moqmedebis regionSi miznobrivi bazris Ser-

Cevaze did gavlenas axdens, agreTve, konkurenciis done.

sasaqonlo asortimentis gansazRvra Sedis merCendai-

zingis strategiaSi. am dros miiReba gadawyvetileba sasa-

qonlo asortimentSi Semaval jgufebsa da qvejgufebze. sa-

warmos saqmianobis efeqtianobisTvis didi mniSvneloba aqvs

miznobrivi bazris moTxovnis Sesabamisi asortimentis Ser-

Cevas, radgan sawarmo konkurentebs, pirvel rigSi, sasaqon-

lo asortimentiT upirispirdeba.

mniSvnelovania, agreTve, swori gadawyvetilebis miReba

momxmareblisTvis SeTavazebuli momsaxurebis kompleqsze,

kerZod, saqonlis SefuTvaze, dadgma-damontaJebaze, gadake-

Tebaze, Sin mitanaze da a.S. saWiroa momxmareblisTvis iseTi

momsaxurebis SeTavazeba, romelic mocemul maRazias gamo-

arCevs konkurentebisgan upiratesobas moutons momxmareb-

lis TvalSi. momsaxurebis saxeebis SerCeva damokidebulia

saqonlis xasiaTze. cxadia, saqonlis lamazad da moxerxebu-

lad SefuTva, saqonlis ukan dabrunebis procesis gaadvile-

ba, gamyidvelebis konsultaciebi saqonlis gamoyenebaze da

a.S. xels uwyobs momxmarebelTa mozidvasa da SenarCunebas.

sacalo savaWro sawarmom aucileblad unda miiRos ga-

dawyvetileba maRaziaSi Seqmnil atmosferoze, romelic ma-

Raziis personalma unda Seusabamos miznobrivi momxmareb-

lis gemovnebas. saWiroa, ise ganlagdes maRaziaSi savaWro

danadgarebi da gamoifinos saqoneli, rom momxmarebelma

SeZlos Tavisuflad moZraoba da saqonlis daTvaliereba.

maRaziis personalma momxmareblis mimarT gamovlenili da-

mokidebulebiT xeli unda Seuwyos saqonlis gayidvis pro-

cess da saerTod sazogadoebaSi sawarmos Sesaxeb dadebiTi

azris Camoyalibebas.

sacalo savaWro sawarmoebis muSaobis Sedegebi pirda-

pir ukavSirdeba fasebis sidides. Sesyidvaze pasuxismgebel-

ma muSakebma sacalo vaWrobis sawarmoebSi unda SeZlon sa-

266

qonlis yidva da gayidva maTTvis momgebian pirobebSi. zogi-

erT saqonelze saWiro xdeba mcire, zogierTze ki ufro didi

daricxvebis daweseba. amasTan dakavSirebiT Tu ramdenad

swor gadawyvetilebas miiReben sawarmos (firmis) menejere-

bi, damokidebulia maT kvalifikaciaze. amasTan, sacalo sa-

vaWro sawarmos xelmZRvanelobam unda SeZlos Znelad sarea-

lizacio saqonlis Camofasebis Sesaxeb gadawyvetilebis

droulad miReba.

konkurentul brZolaSi mniSvnelovan rols asrulebs

bazarze saqonlis win wawevis RonisZiebebis sworad SerCeva.

momxmarebelTa mozidvis da maRaziis imijis Sesaqmnelad sa-

calo vaWrobas SeuZlia bevri xerxis gamoyeneba. sareklamo

saSualebebi, gayidvis meTodebi, gasaRebis stimulirebis sa-

xeebi, sazogadoebasTan urTierTobis saSualebebi SeirCeva

miznobrivi bazris Taviseburebebis gaTvaliswinebiT.

klientebis mozidvasa da konkurentunarianobis uz-

runvelyofaSi did rols maRaziis adgilmdebareobis swo-

rad SerCeva asrulebs. xSirad swored maRaziis adgilmdeba-

reobazea damokidebuli misi warmateba an warumatebloba.

obieqtis adgilmdebareobaze swori gadawyvetilebis miReba

damokidebulia iseT faqtorebze, rogorebicaa saqonlis sa-

xe, miznobrivi bazris xasiaTi, sawarmos finansuri SesaZleb-

lobebi, maRaziis misadgomoba.

12.2. sabiTumo vaWroba

saqonlis momxmareblamde gadaadgilebaSi (win wawevaSi)

aqtiur rolas asrulebs sabiTumo vaWroba. igi Suamavalia,

upirveles yovlisa, mwarmoebel da sacalo savaWro sawarmo-

ebs Soris. sabiTumo vaWrobis myidvelebia, agreTve masobri-

vi kvebis sawarmoebi, samrewvelo sawarmoebi, saxelmwifo da-

wesebulebebi, saimporto organizaciebi. sabiTumo sawarmoe-

bi saqonels, ZiriTadad, yiduloben msxvili partiobiT Sem-

dgomi gayidvis mizniT. misi meSveobiT xorcieldeba rogorc

samomxmareblo, ise sawarmoo daniSnulebis saqonlis gada-

adgileba qveynis teritoriaze, riTac sabiTumo vaWroba

mniSvnelovan rols asrulebs regionuli bazrebis formire-

baSi.

sabiTumo vaWrobis aucileblobas ganapirobebs mTeli

rigi mizezebi, kerZod:

267

1) mcire da saSualo biznesis sawarmoebs finansuri

resursebis arasakmarisi odenobis gamo ar SeuZli-

aT pirdapiri kavSiris damyareba momxmareblebTan

da saWiroeben sabiTumo vaWrobis momsaxurebas;

2) finansuri resursebis sakmarisi odenobiT arsebo-

bis pirobebSic ki mwarmoeblebisTvis xSir Ser-

mTxvevaSi ufro momgebiani warmoebis gafarToebaa

da ara sabiTumo qselis organizacia;

3) mravalricxovan mwarmoeblebTan kavSiris damyare-

bas sacalo savaWro sawarmoebs xSirad urCevniaT sa-

qonlis erTi mebiTume vaWrisagan Sesyidva;

4) saqonlis realizaciaSi daspecialebul sabiTumo

sawarmoebs mwarmoeblebTan SedarebiT ufro mokle

droSi da naklebi danaxarjebiT SeuZliaT saqonlis

gadaadgileba momxmareblebisken;

5) saqonlis mwarmoebeli sawarmoebi, ZiriTadad, gan-

lagebulia momxmareblebisagan moSorebiT, ris ga-

moc isini sabiTumo savaWro sawarmoebis momsaxure-

bas saWiroeben.

sabiTumo vaWroba sacalo vaWrobisgan gansxvavebiT

nakleb yuradRebas uTmobs momxmarebelTa stimulirebas,

vinaidan maTi momxmareblebi arian profesionalebi da mosax-

leobis farTo fenebisgan gansxvavebiT naklebad eqvemdeba-

rebian fsiqologiur ze-

wolas. sabiTumo savaWro sawarmoTa momsaxurebis areali

bevrad ufro farToa sacalo savaWro sawarmoebis momsaxu-

rebis arealze. sabiTumo garigebebis moculobac aRemateba

sacalo garigebebis moculobas.

sabiTumo vaWroba, rogorc wesi, orientirebulia sa-

qonlis Sesyidvasa da gasaRebaze.

saqonlis Sesyidvaze orientirebuli sabiTumo sawar-

moebi mravalricxovani wvrili sawarmosagan, magaliTad, sa-

soflo-sameurneo produqtebis mwarmoeblebisgan (fermere-

bisagan) mcire partiobiT yiduloben saqonels, ZiriTadad,

nedleuls. am SemTxvevaSi sabiTumo sawarmoebs ar uWirT

produqciis gasaReba, vinaidan mWidro kontaqti aqvT gadama-

muSaveblebTan, an kidev produqts gasasaReblad gadascemen

saqonelmoZraobis sxva donis arxs. yvela SemTxvevaSi, roca

ama Tu im saxis saqonels awarmoebs mravalricxovani wvrili

268

mwarmoebeli, ufro efeqtiania saqonlis realizacia mebi-

Tume-Semsyidvelis gamoyenebiT.

gasaRebaze orientirebuli sabiTumo vaWroba ar ugu-

lebelyofs saqonlis Sesyidvis problemebs, radgan maszea

bevrad damokidebuli gayidvis efeqtianoba, Tumca misTvis

mTavari saqonlis gasaRebaa. am miznis misaRwevad is sistema-

turad zrunavs gasaRebis arsebuli arxebis SenarCunebasa da

axali arxebis gamoZebnaze.

sabiTumo vaWrobis ZiriTadi funqcia gamomdinareobs

vaWrobis ZiriTadi funqciebidan da gamoixateba saqonlis

momxmareblamde dayvanaSi. am dros sabiTumo vaWroba aqti-

ur zemoqmedebas axdens warmoebasa da momxmarebelze, moT-

xovnis Camoyalibebaze.

ZiriTadi funqciis Sesruleba uzrunvelyofilia Sem-

degi qvefunqciebis SesrulebiT:

1) saqonlis Sesyidva da momxmareblisTvis aucilebe-

li savaWro asortimentis Seqmna. amiT klienti Tavi-

sufldeba zedmeti wvalebisa da xarjebisgan;

2) transportireba;

3) saqonlis Senaxva. sabiTumo sawarmoebis sawyobebSi

saqonlis SenaxviT xarjebisgan Tavisufldebian mim-

wodeblebi da myidvelebi;

4) saqonlis msxvili partiebis danawileba mcire par-

tiebad, rac uadvilebs klientebs mis yidvas;

5) gasaReba;

6) klientebisa da mimwodeblebis dafinanseba. sabiTu-

mo sawarmoebi, erTi mxriv, klientebs aZleven kre-

dits, meore mxriv ki mimwodeblebs saqonlis miwo-

debaze SekveTas, romelic droulad anazRaurdeba;

7) bazarze mimdinare movlenebsa da procesebze in-

formaciis Segroveba da gadacema klientebisa da

mimwodeblebisTvis;

8) sacalo savaWro sawarmoebis sakonsultacio momsa-

xureba.

sabiTumo savaWro sawarmoebi erTdroulad SeiZleba

asrulebdnen yvela, erT an ramdenime funqcias, rac gansaz-

Rvravs maT tips.

269

sabiTumo vaWrobas axorcielebs mravali subieqti,

romlebic TavianTi ZiriTadi saqmianobis da saqonelze sa-

kuTrebis uflebis mixedviT SeiZleba daiyos 3 jgufad:

1) produqciis mwarmoeblebi;

2) damoukidebeli sabiTumo sawarmoebi da organiza-

ciebi;

3) agentebi da brokerebi(anu biTumad kerZo movaW-

reebi).

produqciis mwarmoeblebi sabiTumo funqciebs asru-

leben am mizniT specialurad Seqmnili gasaRebis sabiTumo

ganyofilebebisa da kantorebis meSveobiT. calkeul Sem-

TxvevaSi gamoiyeneba gasaRebis regionuli filialebi, zog-

jer ki mwarmoebeli sawarmoebi Tavisi produqciisaTvis saw-

yobebs qmnian momxmarebel sawarmoebsa da organizaciebTan.

saqonlis realizacia Suamavlebis gamoyenebis gareSe dRei-

saTvis farTodaa gavrcelebuli rogorc sawarmoo daniSnu-

lebis, ise samomxmareblo saqonlis mwarmoebel dargebSi.

mwarmoeblebsa da momxmareblebs Soris SeiZleba damyardes

rogorc moklevadiani (erT wlamde), ise grZelvadiani pir-

dapiri kavSiri. Tanamderove pirobebSi, roca swrafad ic-

vleba saqonlis asortimenti, xelsayrelia moklevadiani kav-

Sirebi mwarmoeblebsa da myidvelebs Soris, magram xSirad

ufro mizanSewonilia grZelvadiani saxelSekrulebo kon-

taqtebi, gansakuTrebiT ki maSin, roca saqme exeba sawarmoo

daniSnulebis saqonels. pirdapiri grZelvadiani kavSirebis

pirobebSi mxareebi Tavisufldebian xelSekrulebis yovel-

wliurad Sedgenisa da gaformebisagan, magram uwevT saqon-

lis asortimentis da miwodebis vadebis periodulad dazus-

teba.

damoukidebel sabiTumo savaWro sawarmoebsa da orga-

nizaciebs sxvadasxva qveyanaSi aqvT sxvadasxva saxeli: sabi-

Tumo firmebi, sabiTumo bazebi, saSuamavlo kompaniebi, mebi-

Tume distributorebi, joberebi, mommaragebeli saxlebi da

sxva, magram maTi arsi erTia. isini Suamavlebia mwarmoebel

sawarmoebsa da mravalricxovan momxmareblebs Soris. sabi-

Tumo vaWrobis myidvelebi saqonels yiduloben Semdgomi ga-

yidvis mizniT. amasTan, sabiTumo sawarmoebi da organizacie-

bi saqonels yidian, agreTve, mis uSualo momxmareblebze. am

SemTxvevaSi saqme exeba sawarmoo daniSnulebis saqonels. Su-

amavlis rolis Sesrulebis SesaZleblobas sabiTumo sawar-

270

moebsa da organizaciebs aZlevs sasawyobo Senoba-nagebobe-

bi, maTSi gamoyenebuli teqnologiuri mowyobilobebi, amwe-

satransporto saSualebebi. isini SeiZleba iyos rogorc sa-

kuTari, ise ijariT aRebuli.

damoukidebeli sabiTumo sawarmoebi da organizaciebi

momxmareblebisaTvis aRmoCenili momsaxurebis donis mixed-

viT aris ori saxis: sruli da arasruli, an SezRuduli sabi-

Tumo momsaxurebis.

sruli momsaxurebis sabiTumo sawarmoebi da organiza-

ciebi srulad asruleben sabiTumo vaWrobis funqciebs, ker-

Zod, uzrunvelyofen saqonlis momxmareblebisTvis miwode-

bas, qmnian da inaxaven gansazRvruli asortimentis saqonlis

marags, aZleven klientebs kreditebs, awvdian maT sxvadasxva

saxis informacias da uweven konsultaciebs, riTac exmare-

bian saqonlis realizaciis procesis marTvaSi. sruli momsa-

xurebis sabiTumo sawarmoebi arsebobs biTumad movaWre

firmebis (sabiTumo firmebi) da sawarmoo daniSnulebis sa-

qonlis distributorebis saxiT: sruli momsaxurebis sabi-

Tumo sawarmoebs xSirad dargobriv distributorebsac uwo-

deben. isini vaWroben CarxebiT, teqnikuri momsaxurebisaT-

vis saWiro masalebiT, damxmare mowyobilobebiT. sabiTumo

firmebi saqonels, ZiriTadad, yidian sacalo savaWro sawar-

moebze, distributoruli firmebi ki upiratesad mwarmoeb-

lebze. sruli momsaxurebis sabiTumo firmebi erTmaneTis-

gan, ZiriTadad, saqonlis asortimentiT gansxvavdeba. praq-

tikaSi gvxvdeba Sereuli da SezRuduli asortimentiT mo-

vaWre sabiTumo firmebi, Sereuli asortimentiT biTumad mo-

vaWre firmebi. Sereuli asortimentiT biTumad movaWre fir-

mebi saqonliT amarageben Sereuli asortimentiT movaWre sa-

calo savaWro sawarmoebs, agreTve, viwrospecializebul sa-

calo vaWrobas. SezRuduli asortimentiT movaWre sabiTu-

mo sawarmoebi, rogorc wesi, vaWroben erTi an ori asorti-

mentuli jgufiT, romelSic siRrmiseulad aris warmodgeni-

li masSi Semavali saqonlis saxeebi da saxesxvaobebi. aseTia,

magaliTad, wamlebiT movaWre sabiTumo firmebi. arsebobs,

agreTve, viwrospecializebuli sabiTumo firmebi, romle-

bic yidian mxolod ama Tu im saqonlis asortimentul jguf-

Si Semavali saqonlis nawils. aseT firmebs miekuTvneba, maga-

liTad, samkurnalo kvebis produqtebiT movaWre mebiTumee-

bi.

271

msoflioSi gavrcelebulia arasruli momsaxurebis bi-

Tumad movaWre sawarmoebis Semdegi ZiriTadi saxeebi:

1) naRdi angariSze saqonlis biTumad movaWre sawarmo-

ebi `gadaixade da waiRe” tipis. isini asruleben bevr

sabiTumo funqcias da emsaxurebian mcire zomis ma-

Raziebs, romelTac TviTon miaqvT saqoneli savaWro

qselSi. am tipis sabiTumo sawarmoebi ar afinanseben

sacalo vaWrobas. isini gavrcelebulia, magaliTad,

did britaneTSi;

2) biTumad movaWre komivoiaJorebi, e.w. manqanis jobe-

rebi. isini yidian malfuWebad saqonels (puri, tkbi-

leuli), romelic TviTon miaqvT savaWro qselSi,

kerZod, supermarketSi, masobrivi kvebis obieqteb-

Si, mcire zomis sasursaTo maRaziebSi;

3) mebiTume organizatorebi. isini Suamavlis rolSi

gamodian mwarmoebelsa da myidvels Soris dargebSi,

romlebSic inergeba vaWroba taris gareSe. mebiTume

organizatorebs ara aqvT saqonlis maragi. isini

verc ki xedaven xSirad am saqonels. aseTi wesiT xde-

ba, magaliTad, xe-tyis, qvanaxSiris realizacia. me-

biTume-organizatori myidvelebisgan SekveTebis

miRebisTanave eZebs mwarmoeblebs, romlebic saqo-

nels gaugzavnian uSualod myidvelebs miwodebis

gansazRvruli pirobebiT. mTeli pasuxismgebloba

SekveTis miRebis momentidan tvirTis miwodebamde

ekisreba mebiTume-organizators;

4) mebiTume-konsignantebi. am SemTxvevaSi kvebis pro-

duqtebiT movaWre sacalo-savaWro obieqtebi marag-

deba arasasursaTo saqonliT, kerZod, wamlebiT, sa-

TamaSoebiT, wignebiT da a.S mebiTume-konsignante-

bis mier. saqoneli gayidvamde mebiTume-konsignan-

tis sakuTrebaa. maT sakuTari xarjebiT SeaqvT saqo-

neli savaWro qselSi, amontaJeben stelaJebs saqon-

lis dasawyobad, aweseben masze fasebs da gayidvis

SemTxvevaSi awarmoeben angariSsworebas savaWro

obieqtis xelmZRvanelobasTan: Tavisi saqonlis ga-

yidvis interesebidan gamomdinare mebiTume konsig-

nantebi afinanseben xolme savaWro obieqtebs;

272

5) soflis meurneobis produqtebis mwarmoebeli da

gamsaRebeli kooperativebi. isini produqtebs yidi-

an adgilobriv bazrebze da miRebul Semosavals

wlis bolos anawileben kooperativis wevrebs So-

ris.

6) saqonlis fostis meSveobiT gamyidveli sawarmoebi

anu amanaTebiT biTumad movaWreni. isini klientebs

ugzavnian katalogebs, romlis safuZvelzec maTgan

iReben SekveTebs fostiT an telefoniT. SekveTili

saqoneli myidvelebs fostiT, satvirTo avtomobi-

liT da sxva saxis transportiT egzavnebaT. am wesiT

iyideba saiuveliro saqoneli, kosmetikuri nawarmi,

galanterea, sportuli saqoneli da sxva.

brokerebi da agentebi damoukidebeli sabiTumo sawar-

moebisa da organizaciebisagan gansxvavebiT ar arian saqon-

lis mesakuTreni. maTi mTavari funqcia Suamavlobaa myidve-

lebsa da gamyidvelebs Soris. brokerebi da agentebi muSao-

ben sakomisio gasamrjeloze. maTi daspecialeba xdeba saqon-

lis an klientebis saxis mixedviT.

brokeris ZiriTadi amocana myidvelisa da gamyidvelis

erTmaneTTan dakavSireba da molaparakebis organizacia..

brokeri ar monawileobs garigebaTa dafinansebaSi da Tavis

Tavze ar iRebs pasuxismgeblobas molaparakebis Sedegebze.

brokers gasamrjelos uxdis is, vinc daiqirava. rogorc we-

si, konkretul SemTxvevaSi brokeri gamoxatavs an myidvelis

an gamyidvelis da araviTar SemTxvevaSi orive mxaris intere-

sebs. brokerebs, romlebic erTmaneTTan akavSireben adgi-

lobriv mewarmeebsa da sazRvargareTel myidvelebs, uwode-

ben saeqsporto brokerebs. brokerebi saqmianoben iseT sfe-

roebSi, romlebSic myidvelebi da gamyidvelebi arian mra-

valricxovani. aseTi, sferoebia, magaliTad uZravi qonebiT

vaWroba, dazRveva.

brokerisagan gansxvavebiT agenti myidveli an gamyidve-

lia bazarze xangrZlivi drois manZilze. ganasxvaveben sa-

qonlis mwarmoeblis agents, gasaRebis sruluflebian

agents, saqonlis Semsyidvelis agents, sakomisio sawyisebze

momuSave agents.

yvelaze mravalricxovanni arian mwarmoeblis agentebi.

isini erTdroulad urTierTSemavsebeli sasaqonlo jgufe-

bis warmomadgenlebia bazarze da dadebuli xelSekrulebis

273

safuZvelze asaReben maT produqcias. am tipis agentebi

mwarmoeblebs uTanxmdebian fasze, saqmianobis teritorieb-

ze, miwodebis procesSi gasawevi momsaxurebis saxeebze, Sek-

veTebis marTvis proceduraze, sagarantio pirobebze, sako-

misio gasamrjelos sidideze. mwarmoeblis agentebi, kargad

icnoben ra maT sasaqonlo asortiments da urTierToba aqvT

ra mravalricxovan myidvelebTan, swrafad yidian saqonels.

mwarmoeblis agentebis didi nawili wvrili savaWro sawarmo-

ebia. maT qiraoben rogorc wvrili mewarmeebi ise msxvili

firmebi. wvril mewarmeebs SezRuduli finansuri resursebi

ar aZlevs saSualebas StatSi hyavdeT sakuTari gamyidvelebi

da iZulebulni arian isargeblon agentebis momsaxurebiT.

msxvil firmebs agentebi sWirdebaT axali bazrebis asaTviseb-

lad, agreTve, arsebul bazrebze ufro Rrmad SesaRwevad. mwar-

moeblis agentebis daxmarebiT iyideba, magaliTad, tansacmeli,

aveji, saojaxo saqoneli.

gasaRebis sruluflebian agentebs iyeneben is mwarmo-

eblebi, romelTac ar surT saqonlis damoukideblad gasa-

Reba, ZiriTadad, gamoucdelobis gamo. maTi saqmianoba ar

izRudeba teritoriuli sazRvrebiT. gasaRebis srulyfle-

biani agentebi arsebiT gavlenas axdenen fasebis sidideze,

gayidvis vadebsa da pirobebze. aseTi agentebi pasuxismge-

belni arian mocemuli sawarmos marketingul saqmianobaze,

sargebloben ra misi struqturuli qvedanayofis uflebiT..

gasaRebis sruluflebian agentebs iyeneben, magaliTad, qva-

naxSiris, Sxam-qimikatebis mwarmoebeli sawarmoebi.

Sesyidvis agentebi aformeben grZelvadian xelSekru-

lebebs Tavis myidvelebTan da yiduloben maTTvis saWiro sa-

qonels xelSekrulebebis Sesabamisad. Sesyidvis agentebs sa-

qonlis yidvis procesSi uwevT misi xarisxis Semowmeba, saw-

yobebSi Senaxva da daniSnulebis adgilamde mitana, momxma-

reblis informaciiT uzrunvelyofa.

sakomisio sawyisebze momuSave agenti muSaobs mokleva-

diani SeTanxmebis safuZvelze. is mwarmoeblisagan saqonels

iRebs fizikurad da yidis misTvis misaReb fasSi. fasi, ro-

gorc wesi, aRemateba mwarmoeblisTvis asanazRaurebeli fa-

sis minimalur dones. fasebSi sxvaoba mebiTume komisioneris

Semosavalia. am wesiT iyideba, ZiriTadad, sasoflo-sameur-

neo produqcia.

274

sabiTumo vaWrobis organizaciul formebs miekuTvne-

ba, agreTve, auqcionebi. saqoneli auqcionze iyideba ro-

gorc msxvili partiobiT, ise calobiT. gamyidvelis rolSi

gamodian an saqonlis mesakuTreni an Suamavlebi.

sabirJo vaWrobac mniSvnelovan rols asrulebs sabi-

Tumo vaWrobaSi. sasaqonlo birJebze garigebebs deben bro-

kerebis daxmarebiT. saqoneli myidvels miewodeba dadebuli

garigebebis Sesabamisad. bazris subieqtebs Soris sabiTumo

vaWroba xorcieldeba bazrobebzec.

biTumad movaWre sawarmoebi marketingul gadawyveti-

lebebs iReben miznobriv bazarTan, marketingis kompleqsis

elementebTan da sawarmos adgilmdebareobasTan dakavSire-

biT.

sabiTumo savaWro sawarmoebma aucileblad unda gan-

sazRvron TavianTi miznobrivi bazari, radgan, ZiriTadad,

Znelia ramdenime biznesmomxmareblis erTdroulad momsa-

xureba. miznobrivi bazari SeiZleba SeirCes sxvadasxva niS-

nis, magaliTad, sididis mixedviT. saWiroebis SemTxvevaSi sa-

biTumo sawarmoebma uari unda Tqvan maTTvis naklebad mom-

gebian biznesmomxmareblebze da maTi SenarCunebis mizniT

unda daamyaron ufro mWidro kontaqti SedarebiT momgebian

klientebTan.

metad mniSvnelovania swori gadawyvetilebis miReba sa-

saqonlo asortimentze da biznesmomxmareblisaTvis SesaTa-

vazebeli momsaxurebis saxeebze. mebiTumeebi unda Seecadon,

rom sasaqonlo asortimenti maqsimalurad Seesabamebodes

biznesmomxmareblis moTxovnebs. amasTan maT unda izrunon

ufro momgebiani sasaqonlo asortimentis Sesaqmnelad. mebi-

Tume vaWrebma biznesmomxmareblebs unda SesTavazon maT-

Tvis maqsimalurad xelsayreli momsaxurebis saxeebi.

mebiTumeTa efeqtianad muSaobis mniSvnelovani faqto-

ri sworad ganxorcielebuli faswarmoqmnis procesia. Ses-

yidvisa da gayidvis fasebs Soris arsebulma sxvaobam auci-

leblad unda dafaros sabiTumo savaWro sawarmos xarjebi

da moitanos mogeba. amisTvis saWiroa saqonlis mwarmoeblis-

gan SeRavaTian fasSi yidva, rac mas saqonlis aseve SeRavaTi-

an fasSi gayidvis saSualebas miscems. amiT gaizrdeba gayi-

duli saqonlis odenoba da miRebuli mogebis sidide.

mebiTume vaWarTa umetesoba nakleb yuradRebas uTmobs

bazarze saqonlis win wawevis RonisZiebebis gamoyenebas. am mi-

275

marTulebiT ganxorcielebuli RonisZiebebi, ZiriTadad, Sem-

TxveviTi xasiaTisaa. aseTi midgoma arasworia. momxmareblebis-

Tvis informaciis miwodeba da imijis Seqmna mebiTumeebs iseve

sWirdebaT rogorc mwarmoeblebs.

sabiTumo sawarmoebis efeqtianad funqcionirebisTvis

aucilebelia adgilis sworad SerCeva da misi Tanamedrove mow-

yobilobebiT aRWurva. am mimarTulebiT miRebuli gadawyveti-

lebebiT unda Semcirdes saqonlis gadaadgilebis da Senaxvis

xarjebi biznesmomxmareblebis momsaxurebis maRali xarisxis Se-

narCunebis pirobebSi.

276

Tavi 13. marketingi sabanko da sadazRvevo

saqmianobaSi da fasiani qaRaldebis

bazarze

13.1. sabanko marketingi

sabanko marketingi warmoadgens sabanko saqmis marTvis

(menejmentis) mniSvnelovan Semadgenel nawils, romelic gu-

lisxmobs saqmianobas rogorc mTlianad kapitalis bazarze,

aseve mis calkeul seqtorebSi (segmentebSi): sabanko sfero-

Si, sakredito sistemaSi, fasiani qaRaldebis bazarze mimdi-

nare procesebis aRricxvasa da Seswavlas. sabanko marketin-

gis mTavari amocanaa kapitalis bazarze, e. i. uSualod sakre-

dito-safinanso moqmedebis sferoSi, gansakuTrebiT sabanko

seqtorSi da fasiani qaRaldebis bazarze (pirveladi bazris,

meoradi — safondo birJis da arasabirJo e. w. quCis bazris

CaTvliT) mimdinare procesebis analizi. es aucilebelia

bankebis xelmZRvanelobisTvis, rom miRebul iqnes operati-

uli gadawyvetilebebi, romlebic mimarTulia uwinares yov-

lisa sabanko saqmianobis gafarToebasa da Sesabamisad moge-

bis gadidebaze.

maSasadame, sabanko marketingis mizania kapitalis baz-

ris moTxovnebTan adaptaciis (Seguebis) aucilebeli pirobe-

bis Seqmna, bazris Seswavlis RonisZiebaTa sistemis damuSave-

ba, konkurentunarianobisa da rentabelobis (mogebianobis)

amaRleba.

sabanko marketingis ZiriTadi funqciebia:

� kapitalis bazarze da mis calkeul segmentebSi,

romlebic sainteresoa bankebisTvis, moTxovnis Ses-

wavla;

� saprocento politikis analizi da Seswavla, rekla-

ma;

� bankis pasivebisa da aqtivebis gafarToeba;

� sabanko saaqmianobis dagegmvis sistemis damuSaveba;

� klientis momsaxurebis organizacia.

rogorc wesi, banki kapitalis bazris, misi moculobis

cvlilebebis, momxmarebelTa qcevis Seswavlis, teritoria-

ze obieqtebis socialur-fsiqologiur TaviseburebaTa aR-

ricxvis analizis safuZvelze adgens saxsrebis (anabrebis,

277

depozitebis) mozidvis da kreditebis (sesxebis) gacemis

programas. am azriT banki valdebulia gansazRvros konkre-

tuli marketinguli strategiis saerTo principebi da baz-

ris dauflebis (dapyrobis) konkretuli wesebi. aseTi stra-

tegiiT unda ixelmZRvanelos bankis yvela qvedanayofma. am

pirobebSi dgeba bankis saqmianobis intensifikaciis amocana

damatebiTi momsaxurebis sistemis Seqmnis, klientebisTvis

sxvadasxva SeRavaTebisa da premiebis SeTavazebis, reklami-

rebis (maT Soris prestiJuli reklamis warmarTvis, romelic

xels uwyobs bankisa da misi saqmianobis Sesaxeb kargi imijis

Seqmnas) gziT.

marketingis farTo gamoyenebisa da kapitalis bazris

analizis, agreTve Sesabamisi strategiis damuSavebis maga-

liTi iyo umsxvilesi amerikuli komerciuli bankis `benk of

amerikas~ politika gasuli saukunis 50-60-ian wlebSi. bazar-

ze misi strategiis Tavisebureba aris is, rom bankma mTavari

yuradReba gaamaxvila wvrili anabrebis miRebasa da wvrili

meanabreebis mozidvaze, razec uars ambobda bevri ameriku-

li komerciuli banki. amis Sedegad `benk of amerikam~ Tavisi

finansuri siZlieriT im dros daikava wamyvani mdgomareoba

aSS komerciul bankebs Soris, romelTa raodenoba aRwevda

12 aTass.1 motanili magaliTi mowmobs imas, rom bankebma unda

gaiTvaliswinon anabrebis gadidebis nebismieri SesaZleblo-

ba, vinaidan es Tavis mxriv afarToebs maT sakredito poten-

cials.

sabanko marketingis meore mniSvnelovani mxarea klien-

tis (msesxeblis) finansuri mdgomareobis Sefaseba gasul pe-

riodSi, agreTve perspeqtivaSi, e. i. bankis mier gacemuli

kreditis moqmedebis periodSi. es Tanabrad Seexeba rogorc

iuridiul, aseve fizikur pirebs. swavlobs ra bazars, bankma

winaswar unda ganWvritos msesxeblis momavali mdgomareoba

(prognozi) da gaiTvaliswinos saerTo ekonomikuri viTareba

qveyanaSi; agreTve mxedvelobaSi unda iqnes miRebuli sxva-

dassxva SemTxveviTi garemoeba gacemuli kreditis dafarvis

SesaZleblobis garkvevis mizniT. magram amasTanave yvelafe-

ri ar SeiZleba daeqvemdebaros Sefasebas. magaliTad, dasav-

leTis wamyvani qveynebis sabanko seqtorma ver SeZlo gasuli

1 marketingi. saxelmZRvanelo a. n. romanovis red., moskovi, 1996, gv.

486 (rusul enaze).

278

saukunis 70-80-iani wlebis didi ekonomikuri depresiis gan-

Wvreta (prognozi), kerZod saTbob-energetikuli, savalu-

to-safinanso krizisis, stagfliaciis miaxloeba da gamwva-

veba.

rogorc wesi, klientTa kreditunarianobis analizs

akeTebs bankis sakredito ganyofileba, romelic axorcie-

lebs klientebis Sesaxeb infromaciis Segrovebas, damuSave-

bas da analizs, mis ganzogadoebasa da Senaxvas, xolo sabo-

loo gadawyvetilebas Rebulobs bankis xelmZRvaneloba (gamge-

oba) an e. w. sasesxo komiteti.

klientis kreditunarianobis analizisas banki xelmZRva-

nelobs Semdegi ZiriTadi faqtorebiT: msesxeblis unarianoba,

reputaciia, kapitalis arseboba, uzrunvelyofis done, eko-

nomikuri koniunqturis mdgomareoba. klientis uunaroba

vlindeba firmis (kompaniis) an sawarmos wesdebasTan, debu-

lebebTan gacnobiT, romlebic gansazRvraven ama Tu im pire-

bis uflebamosilebas gamovidnen kompaniis an sawarmos saxe-

liT. am pricipis safuZvelze bankebi moiTxoven firmis di-

reqtorTa sabWos wevrebis mier xelmowerili gadawyvetile-

bis warmodgenas, romelic adasturebs sesxis aRebis ufle-

bas da miuTiTebs im pirs, romelic uflebamosilia awarmoos

molaparakebebi sesxis miRebis Taobaze da xeli moaweros

dokumentebs. reputaciis faqtori gulisxmobs patiosnebas,

wesierebas, agreTve mocemuli valdebulebebis Sesrulebis

survils da msesxeblis damokidebulebas adrindel valde-

bulebebTan bankis winaSe. kapitalis arseboba (qona) gulis-

xmobs kompaniis an sawarmos adgilmdebareobas, gamosaSvebi

saqonlis xarisxs, reklamis efeqtianobas, dargSi konkuren-

ciis simwvaves (konkurentul garemos), muSakTa kvalifikaci-

asa da moralur Tvisebebs, kompaniis efeqtian menejments,

mogebis miRebas, bazris regulirebas da aqtivebis flobas.

uzrunvelyofis arsebobis faqtori niSnavs imas, rom gace-

muli krediti dafaruli iqneba klientsa da banks Soris Se-

Tanxmebis Sesabamisad da ara aqtivebis ganawilebis gziT.

ekonomikuri koniunqturis mdgomareobis cnebaSi gaigeba ga-

remo, romelSic funqcionirebs kompania.

kreditunarianobis Seswavlis sazRvrebi damokidebu-

lia: sesxis sididesa da vadaze, kompaniis an sawarmos warsu-

li saqmianobis Sedegebze (rezultatebze), agreTve msesxe-

belTan bankis urTierTdamokidebulebaze.

279

dasavleTis modelis mixedviT klientis konkurentu-

narianoba warmoadgens banksa da kompanias (firmas) Soris

urTierTobaTa friad mniSvnelovan aspeqts, gansakuTrebiT

Tu isini emyarebian bankebisa da kompaniebis Serwymas perso-

naluri (piradi) unias gziT (igulisxmeba monawileobisa da

grZelvadiani safinanso kavSirebis sistema). personaluri

unia gulisxmobs gamgeobaSi kompaniis, bankis warmoamdgen-

lebis arsebobas, an piriqiT. monawileobis sistema varau-

dobs fasiani qaRaldebis ZiriTadad aqciebis Tanaziar flo-

bas. grZelvadiani safinanso kavSirebi niSnavs kompaniis an

sawarmos mier bankis mxridan kreditebis miRebas 15 da meti

wlis vadiT. kavSirebis yvela es saxe arsebiTad xels uwyobs

kreditunarianobis stabilizebas. garda amisa, banksa da kom-

panias Soris kavSiris erTi saxis damyareba iwvevs sxva saxee-

bis ganviTarebas. magaliTad, banksa da kompanias Soris per-

sonaluri unias warmoqmna, rogorc wesi, gulisxmobs Sem-

dgom monawileobis sistemisa da grZelvadiani, xangrZlivi

safinanso kavSirebis ganviTarebas, da piriqiT.

amave dros sabanko marketingSi konkurentunarianobis

analizi warmoadgens rTul da delikatur saqmes. bankebi

amasTan dakavSirebiT iyeneben informaciis ramdenime wya-

ros:

� gasaubreba klientTan;

� bankis mier sakuTari kartoTekis warmoeba kliente-

bis mixedviT;

� klientis inspeqtireba adgilze;

� safinanso angariSgebebis analizi;

� informacia, romelsac warmoadgenen specializebuli

firmebi

yvelaze saintereso da mniSvnelovania informaciis

wyaroebis ori ukanaskneli saxe. magaliTad, firmebisa (kom-

paniebisa) da sawarmoebis safinanso angariSgebebis analizi

iTvalsiwinebs pasivisa da aqtivis Sefasebas, kompaniis Semo-

savlebis Sesaxeb angariSgebis, valdebulebebisa da sakuTari

kapitalis analizs. informacia bankebis klientebis Sesaxeb,

romelic dgeba specializebuli firmebis, safondo birJebis

da sxva sakredito-safinanso dawesebulebebis mier, moicavs:

firmis dasaxeleba, misamarTi, dargis, sawarmos kodi, warmo-

ebis (biznesis) xasiaTi, warmoebis forma, kreditebis Tanxob-

280

rivi Sefaseba (reitingi), angariSebis anazRaurebis (ganaRde-

bis) siswrafe, gayidvebis moculoba, monacemebi sakuTari ka-

pitalis Sesaxeb, dasaqmebulTa ricxvi, kompaniis ganviTarebis

saerTo mdgomareoba da tendenciebi.

sabanko marketingSi agreTve igulisxmeba bazarze gan-

sazRvruli moTxovna konkretul sabanko saqmianobaze ro-

gorc fuladi danaxarjebisa da saSualebebis akumulaciis,

aseve kreditebis gacemis mixedviTac. rogorc cnobilia, ban-

kebi TavianT saqmianobas amyareben ZiriTadad mozidul sax-

srebze (depozitebsa da anabrebze). amitom sabanko marketin-

gis mniSvnelovani aspeqtia fuladi saSualebebis rac SeiZ-

leba meti raodenobis mozidva. amasTan unda iqnes gaTvalis-

winebuli is, rom funqciurad bankebi iyofa komerciul, Sem-

naxvel, ipoTekur, sainvesticio, specializebul bankebad.

Tanamedrove pirobebSi komerciuli bankebi dainteresebu-

lia fuladi saSualebebis mozidviT rogorc iuridiuli,

aseve fizikuri pirebidanac. Semnaxveli bankebi ZiriTadad

axdenen mosaxleobis sxvadasxva fenis danazogebis akumula-

cias, vinaidan saxsrebis mozidvis bazari kanonmdeblobiT

SezRudulia. amitom bankebSi iuridiuli da fizikuri pire-

bis mxriv danazogebis nakadi damokidebulia rig mizezebsa

da faqtorebze. upirveles yovlisa bankebSi anabrebisa da

depozitebis gadidebis doneze gavlenas axdens saerTo eko-

nomikuri koniunqtura, romelic yalibdeba ama Tu im qveyana-

Si. ekonomikuri dacema, depresiuli mdgomareoba xels uw-

yobs anabrebis nakadis Senelebas an Semcirebas. piriqiT, eko-

nomikuri aRmavloba an gamococxleba ganapirobebs anabre-

bisa da depozitebis zrdas bankebSi. bankebis kapitalis dag-

rovebaze negatiur gavlenas axdens inflaciuri tendencia,

romelic aufasurebs anabrebs, xels uwyobs anabrebis naka-

dis Senelebas.

didi mniSvneloba aqvs Tanafardobas bankSi anabrebis

mixedviT saprocento ganakveTebis dones, fasiani qaRalde-

bis sxvadasxva saxeebis mixedviT misaReb Semosavlis sididis,

agreTve sadazRvevo polisebis mixedviT gadaxdebis sidide-

ebs Soris. es Tanafardoba fuladi saSualebebis dagrovebis

sxvadassxva formebs Soris aCvenebs, sad aris ufro mizanSe-

wonili fulis Cadeba (dabandeba): bankSi anabris saxiT, fasi-

an qaRaldebSi Tu sadazRvevo polisebSi.

281

dasavluri modelis mixedviT, rogorc wesi, moqmedebs

principi, romelic gansazRvravs fuladi saSualebebis mo-

Tavsebas dagrovebis ama Tu im formaSi. misi realizacia da-

kavSirebulia rogorc iuridiuli, aseve fizikuri pirebis

Semosavlis (mogebis) donis gavlenasTan. Tu Semosavlebi sak-

maod maRalia, maSin dabandeba xorcieldeba sakmaod dife-

renciulad dagrovebis sxvadasxva formis mixedviT, e. i. er-

Ti nawili midis anabrebSi, meore — fasian qaRaldebSi, mesame

— sadazRvevo rezervebSi. SedarebiT SezRuduli Semosavle-

bis dros prioriteti eniWeba dagrovebis im formas, sadac

yvelaze didia saprocento ganakveTi.

amave dros dabandeba bankSi da sadazRvevo polisis

Sesyidva iTvleba dagrovebis yvelaze stabilur formebad,

vinaidan fasiani qaRaldebis yvela saxis Semosavlianoba ga-

nicdis xSir ryevebs koniunqturis cvlilebebis gamo, xolo

sadazRvevo anazRaurebis miReba saWiroebs drois xangrZliv

periods. amasTan bankebi ewevian uaRresad aqtiur muSaobas

iuridiuli da fizikuri pirebis anabrebis mosazidad. amri-

gad, sabanko marketingi SeiZleba daiyos or nawilad: bazris

Seswavla da analizi anabrebisa da depozitebis mosazidad;

bazris Sefaseba kreditis gacemisa da sxvadasxva fasian qa-

RaldebSi dabandebaTa ganxorcielebis mizniT.

sabanko marketingis meore nawili damokidebulia rig

faqtorebze. upirveles yovlisa es aris kreditze moTxovna

kapitalis bazarze ekonomikis da biznesis sxvadasxva sfero-

ebis mxriv. rogorc wesi, komerciuli bankebi ZiriTadad spe-

cializdebian moklevadiani da saSualovadiani kreditebis

gacemaze. amitom maTTvis mniSvnelovania moTxovnis Sefaseba

samrewvelo, satransporto da savaWro firmebis (kompanie-

bis) kreditze, romelic ganisazRvreba ekonomikuri koniun-

qturis saerTo mdgomareobiT. garda amisa, kreditze moT-

xovnis Sefaseba warmoebs dargobriv WrilSi, vinaidan ekono-

mikis dargebis erT nawils SeiZleba dasWirdes meti krediti,

vidre meore nawils. mniSvnelovania agreTve bankebis mier

korporaciebSi, kompaniebSi da sawarmoebSi TviTdafinanse-

bis mdgomareobis Sefaseba. dagrovebis sakuTari wyaroebis

didi moculoba (sidide) amortizaciisa da mogebis angariS-

ze, rogorc wesi, amcirebs kreditze moTxovnas, xolo sawar-

moTa TviTdafinansebis Semcireba ama Tu im mizezebiT (eko-

282

nomikuri dacemis, inflaciis CaTvliT) xels uwyobs am moT-

xovnis gafarToebas.

sabanko marketingis formireba saqarTveloSi sawyis

etapzea. rogorc cnobilia, Cvens qveyanaSi komerciuli ban-

kebis Seqmna daiwyo gasuli saukunis 90-ian wlebSi. axali sa-

banko sistemis Tavisebureba aris is, rom igi warmodgenilia

ZiriTadad komerciuli bankebiT, romelTa mniSvnelovani na-

wili ar ganekuTvneba msxvili bankebis kategorias. CvenTan

sabanko marketingis Camoyalibeba ganapiroba komerciuli

bankebis rogorc bazris elementis realurma Seqmnam. saban-

ko marketingis moTxovnebis gauTvaliswineblobis mizeziT

bevri komerciuli banki gakotrda da saqarTvelos moqala-

qeebma (meanabreebma) mniSvnelovani zarali naxa. ekonomikaSi

sabazro elementebis warmoSobis Sesabamisad saWiro iyo am

procesis sakanondmeblo uzrunvelyofa. es Seexeba komerci-

uli bankebis intensiur organizacias, sxva sakredito-safi-

nanso insitutebis Seqmnas, sawarmoTa privatizaciasa da aq-

cionirebas, fasebis liberalizias da sxv.

sabanko marketingis qarTuli modeli unda Camoyalib-

des sazRvargareTuli gamocdilebis safuZvelze. jerjero-

biT CvenTan sabanko marketingi dabal donezea, vinaidan igi

ar aris dakavSirebuli bazris seriozul da Rrma Seswavlas-

Tan. marketinguli saqmianobis mTavari elementi, romelsac

mimarTaven komerciuli bankebi, ZiriTadad saprocento ga-

nakveTebiT manipulirebaa. TiToeuli banki cdilobs daawe-

sos rac SeiZleba didi sadepozito ganakveTi. rac Seexeba

sesxis gacemas, am SemTxvevaSi sabanko marketingi ZiriTadad

gamoiyeneba saSuamavlo operaciebSi dabandebebTan dakavSi-

rebiT. sakredito dabandebebis mixedviT bazris analizis ga-

moyenebis erTaderTi Sedegia fulis swrafi dabruneba didi

procentiT.

bankebi jerjerobiT iSviaTad Tu ieyeneben msoflio praq-

tikaSi saerTod aRiarebul marketingis meTodebs, romlebic

dakavSirebulia sawarmos ekonomikuri saqmianobis SefasebasTan,

misi balansis analizTan, saqmian kavSirebTan, gadaxdisunariano-

basTan, konkurenciis xarisxsis gaTvaliswinebasTan, sareklamo

SesaZleblobebTan. amitom realuri sabanko marketingi sa-

qarTveloSi ganviTardeba im SemTxvevaSi, Tu bankebi gaiTva-

liswineben marketingis aRniSnul meTodebs da saqme eqnebaT

mrewvelobaSi da erovnuli ekonomikis sxva sferoebSi sakre-

283

dito dabandebebTan. es SeiZleba ganxorcieldes rogorc

pirdapiri sabanko dakreditebis gziT, aseve fasiani qaRal-

debis bazris meSveobiT. saWiroa sxvadasxva socialuri jgu-

febis Semosavlebis obieqturi Sefaseba, klientis kreditu-

narianobis gaTvaliswineba mTeli ekonomikuri saqmianobis

analizis CaTvliT (Tu es sawarmoa). amitom saqarTveloSi sa-

banko marketingis mTavari amocanaa sazRvargareTuli saban-

ko marketingis gamocdilebisa da praqtikis Seswavla da misi

danergva saqarTvelos specifikuri pirobebis gaTvaliswine-

biT.

13.2. sadazRvevo saqmianobis marketingi

sadazRvevo marketingi arsebiTad gansxvavdeba sabanko

marketingisagan imiT, rom dazRveva gulisxmobs kapitalis

dagrovebis specifikur Taviseburebebs. pirvel rigSi es See-

xeba sicocxlis dazRvevas, sadac kapitalis dagrovebis gaT-

valiswineba xdeba mosaxleobis sikvdilianobis cxrilebis

mixedviT gaangariSebaTa bazaze. swored am safuZvelze gai-

angariSeba sadazRvevo premiebis (Senatanebis) sidide, rom-

lebsac uxdis (unazRaurebs) dazRveuli mzRvevels (sadaz-

Rvevo kompanias). amitom pasiuri operaciebis warmoqmnisas,

romelTa 90% Seadgens sicocxlis dazRvevis xaziT kompani-

is sadazRvevo Senatanebis rezervi, yvelaze mniSvnelovania

demografiuli faqtori. mosaxleobis mateba (namati) da sik-

vdilianobis Semcireba iwveven Semosavlebis gadadebas, rac

xels uwyobs sicocxlis dazRvevis operaciis gafarToebas.

amitom sadazRvevo marketingis mTavari elementebia mosax-

leobis zrdis, sicocxlis xangrZlivobisa da sikvdiliano-

bis mizezebis obieqturi Sefaseba da dinamikis analizi. ase-

Ti analizi keTdeba rogorc calkeuli asakobrivi, aseve so-

cialuri jgufebis mixedviT.

sadazRvevo marketingi iTvalsiwinebs mosaxleobis sxva-

dasxva socialuri jgufebis Semosavlebis dones, agreTve sa-

xelmwifoebrivi dazRvevisa da socialuri uzrunvelyofis

sistemis mdgomareobas. ukanaskneli warmoadgens mniSvnelovan

faqtors, vinaidan saxelmwifoebrivi socialuri dazRvevis

sistemis jerovani ganuviTarebloba uzrunvelyofs sicoc-

xlis dazRvevis danazogebis mniSvnelovan nakads kompaniaSi.

284

sicocxlis dazRvevaSi yalibdeba kompaniaTa sadazRve-

vo marketingi qonebisa da ubeduri SemTxvevebisagan dazRve-

vis pasiuri operaciebis mixedviT. am SemTxvevaSi mTavaria

sadazRvevo tarifi, romelic gansazRvravs sadazRvevo pre-

miis sidides gasuli wlebis dazRvevis Sedegebis safuZvel-

ze. gemebis, TviTmfrinavebis, avtomobilebis dazRvevis ga-

nakveTebi dgindeba fizikuri da moraluri cveTis gaTvalsi-

winebiT. magaliTad, tankeris sadazRvevo ganakveTebis sidi-

de udris 2%-s, gamomdonare misi walwyvisa da funqcionire-

bis vadidan 10 wlis ganmavlobaSi. Tu analogiuri tankeri

ufro Zvelia, maSin sadazRvevo Senatanis ganakveTebi izrde-

ba. isini SeiZleba gadiddes kidev metad, Tu satransporto

saSualeba (TviTmfrinavi an Tbomavali) axorcielebs naviga-

cias saSiS geografiul raionSi (samxedro moqmedebani, qa-

riSxlebi, taifuni da a. S.).

amitom sadazRvevo marketingi misi analogiuri fun-

qciebis Sesabamisad gulisxmobs sadazRvevo riskis geogra-

fiis analizisa da Sefasebis aucileblobas, agreTve poli-

tikuri da samxedro eqspertizis ganxorcielebas sawarmos

sameurneo da safinanso saqmianobis Sefasebis doneze (Tanab-

rad). es Seexeba agreTve dazRvevis iseT saxeebs, rogoricaa

dazRveva xanZrisagan, ubeduri SemTxvevebisagan da sxv.

amave dros sadazRvevo kompaniis marketingi aqtiuri

operaciebis mixedviT erwymis sabanko marketings, vinaidan

saqme exeba sadazRvevo rezervebis gamoyenebas kapitalis ba-

zarsa da fasiani qaRaldebis bazarze. sadazRvevo kompanie-

bis, gansakuTrebiT sicocxlis dazRvevis kompaniebis, Tavi-

sebureba isaa, rom komerciuli bankebisagan gansxvavebiT

isini grZelvadiani kapitalis matareblebia. amitom sadaz-

Rvevo kompaniebis marketingi dasavluri modelis mixedviT

bazris Sefasebisa da analizis TvalsazrisiT dakavSirebu-

lia grZelvadian dabandebebTan, upirveles yovlisa fasian

qaRaldebSi, agreTve saipoTeko da samomxmareblo kreditis,

sesxis (polisisTvis) gacemasTan. amasTan dakavSirebiT unda

Catardes fasiani qaRaldebis sxvadasxva saxeebis Semosavli-

anobis analizi aqciebis, obligaciebis CaTvliT (saxelmwi-

foebrivi fasiani qaRaldebisac).

sadazRvevo marketingi aqtiuri operaciebis mixedviT

yuradRebis koncentrirebas axdens konkurenciaze sxva sak-

redito institutebis mxriv, romlebic moqmedeben fasiani

285

qaRaldebis bazarze, agreTve saipoTeko da samomxmareblo

kreditis sferoSi. am SemTxvevaSi sadazRvevo kompaniebi

iZulebulia gaanalizon sapensio da saqvelmoqmedo fonde-

bis, sainivesticio kompaniebis, sasesxo Semnaxveli asociaci-

ebis, agreTve komerciuli da Semnaxveli bankebis saqmianoba,

vinaidan sadazRvevo kompaniebi maTTan arian erTian konku-

rentul garemoSi aqtiuri operaciebis mixedviT sxvadasxva

saxelmwifoebrivi fasiani qaRaldebis Sesyidvis dros.

sadazRvevo marketingis Tavisebureba saqarTveloSi

aris is, rom damoukidebeli saaqcio (aqcioneruli) kompanie-

bi dazRvevis sxvadasxva dargebSi Seqmnilia ramdenime wlis

winaT. amJamad saqarTveloSi funqcionirebs sadazRvevo

kompaniebis garkveuli raodenoba, maT Soris yofili saxel-

mwifoebrivi sadazRvevo dawesebulebebi, romlebic garda-

iqmnen damoukidebel aqcionerul kompaniebad. sadazRvevo

kompaniebis marketingi ZiriTadad koncentrirebulia pasiu-

ri operaciebis gafarToebaze, e. i. sadazRvevo rezervebis

dagrovebasa da gazrdaze. es Seexeba rogorc sicocxlis

dazRvevas, aseve qonebisa da ubeduri SemTxvevebisagan daz-

Rvevasac. amitom sadazRvevo marketingis mTavari amocana

daiyvaneba iuridiuli da fizikuri pirebis ricxvidan klien-

tTa wris gafarToebamde SeRavaTiani sadazRvevo tarifebis

SeTavazebisa da dazRvevis axali saxeebis danergvis gziT.

magram qarTuli sadazRvevo marketingi jerjerobiT Camor-

Ceba dasavlur models, ramdenadac sadazRvevo bizness Cven-

Tan jerjerobiT ar gaaCnia saTanado praqtikuli gamocdi-

leba.

amJamad sadazRvevo bazris gafarToebas xels uSlis

mravali ekonomikuri faqtori: warmoebis dacema (Semcireba),

laris kursis dabali done dasavleTis valutebTan Sedare-

biT, sagadasaxado politika, dasazRvevis dabali kultura,

xelmisawvdomi sadazRvevo reklamis ararseboba. rac Seexeba

aqtiuri operaciebis mixedviT sadazRvevo kompaniebis mar-

ketings, misi jerovani efeqtianoba SesaZlebelia mxolod

fasiani qaRaldebis ganviTarebuli bazris pirobebSi, agreT-

ve msxvil grZelvadian dagrovebaTa (sadazRvevo rezervebis

dagrovebaTa) arsebobis dros.

286

13.3. fasiani qaRaldebis bazari, rogorc marketingis obieqti da marketinguli

strategiebis Taviseburebebi am bazarze

marketings fasiani qaRaldebis bazarze gaaCnia Tavise-

burebebi, romlebic warmoSobilia mocemuli bazris Semdegi

specifikuri niSnebiT:

� fasiani qaRaldebis bazari Zalian rTuli, moculo-

biTi, dinamikuri da maRalkonkurentuli bazaria,

romelzec moqmedeba mkacrad regulirdeba saxel-

mwifos mier da es moqmedeba (saqmianoba) gansxvavde-

ba didi socialuri paxusismgeblobiT, raTa ar ga-

moiwvios finansuri krizisi;

� igi mravalferovani bazaria, romelic emyareba gan-

viTarebul infrastruqturas, rTul sainformacio

teqnologiebs, inteleqtualur samuSao Zalas da

xarjtevad teqnikur saSualebebs;

� rogorc Ria bazari xasiaTdeba mzardi transazRvro

operaciebiT;

� bazari gamoirCeva masobrivi momxmarebliT, klien-

tebis safinanso saWiroebaTa maqsimaluri diferen-

ciaciiTa da safinanso xelovnebiT.

rac Seexeba samamulo praqtikas, aRniSnulTan erTad

esaa aralikviduri, mcire moculobis bazari, romelic imyo-

feba ganviTarebis sawyis etapze da romelsac ar Seswevs una-

ri uzrunvelyos masze moqmedi organizaciebis umravleso-

bis mogebiT (rentabeluri) muSaoba. safondo saqmes saqar-

TveloSi jerjerobiT axasiaTebs didi riski, politikuri da

makroekonomikuri arastabiluroba, saresurso bazisa da

srulfasovani infrastruqturis ararseboba. dabolos, es

bazari kidev ar sargeblobs sazogadoebrivi ndobiT, vinai-

dan mas ar gaaCnia aRiarebuli liderebi, mimwodeblebi (emi-

tentebi), Suamavlebi (sainvesticio institutebi) da saWiro sa-

qoneli (fasiani qaRaldebi).

fasiani qaRaldebis bazris sxva Tavsieburebebidan,

romlebic gavlenas axdenen marketingis organizaciaze, aR-

saniSnavia socialur-kulturuli tradiciebi da demogra-

fiuli faqtorebi.

pirveli Tavisebureba ganpirobebulia saqarTveloSi

direqtiuli ekonomikis 70-wliani periodis arsebobiT, ra-

287

mac bolo mouRo fasian qaRaldebTan operaciebis kultu-

rul Cvevebs. yvela fasiani qaRaldis da maTi mixedviT val-

debulebebis dekretirebulma gauqmebam 1917-11918 ww., maTi

mimoqcevis xelmeored Sewyvetam gasuli saukunis 30-ian

wlebSi, mosaxleobis saxsrebis saxelmwifoebriv obligaci-

ebSi iZulebiTi investiciebis xangrZlivma praqtikam, dabo-

los, fasiani qaRaldebisadmi rogorc spekulantur da fiq-

tiur kapitalisadmi arsebulma damokidebulebam — yovelive

aRniSnulma Camoayaliba mosaxleobis uaryofiTi reaqcia fa-

sian qaRaldebze rogorc saqonelze.

demografiuli faqtorebi gavlenas axdenen fasiani qa-

Raldebis bazarsa da marketingis organizaciaze, rogorc

pozitiuri, aseve negatiuri TvalsazrisiT. mosaxleobis da-

bereba da Sobadobis dacema perspeqtivaSi iwvevs konserva-

tizms momxmarebelTa qcevaSi. amasTan mniSvnelovan rols

saqarTveloSi fasiani qaRaldebis bazris damkvidrebaSi Se-

asrulebs:

� mosaxleobis ganaTlebis maRali done;

� sazogadoebis qonebrivi da Semosavlebis mixedviT

ganSreveba (danawevreba);

� industriuli qveynebidan samomxmareblo standar-

tebis saqmis codniT (investirebaze orientaciis

CaTvliT) swrafad danergva.

amrigad, CvenTan fasiani qaRaldebis bazarze marketin-

gis Tavisebureba da mizania jerjerobiT ara mxolod da ara

imdenad bazris wilis SenarCuneba an gafarToeba, ramdena-

dac mTlianad TviT bazris da am bazarze profesiulad moq-

medi pirebis `gadarCena~.

fasiani qaRaldebis bazarze saqonelia:

� sakuTriv fasiani qaRaldebi;

� fasiani qaRaldebis gamoSvebis da mimoqcevis momsa-

xureba;

� informacia da sxva mecnierul-teqnikuri produq-

cia;

� aramaterialuri aqtivebi, romlebic dakavSirebu-

lia fasiani qaRaldebis gamoSvebasa da mimoqcevas-

Tan;

� bazris sasaqonlo-materialuri komponentebi.

288

fasiani qaRaldebis, rogorc sxva saqonlis bazrisTvis

damaxasaiaTebelia konkurencia, romelic zrdis agresiulo-

bisa da riskianobis xarisxs.

fasiani qaRaldebis bazarze saqonlisa da momsaxure-

bis mwarmoeblad gamodian:

� emitentebi — bazarze fasiani qaRaldebis `mimwo-

deblebi~;

� sainvesticio institutebi — fasiani qaRalde-

bis bazris profesiuli monawileebi, romlebic sTa-

vazoben bazris momsaxurebis kompleqss, fasiani qa-

Raldebis moZraobisa da mecnierul-teqnikur pro-

duqcias;

� specializebuli organizaciebi — fasiani qa-

Raldebis moZraobis aRricxvisa da SenaxvisaTvis;

� fasiani qaRaldebis blankebis, specializebuli mow-

yobilobis, orgteqnikis da a. S. mwarmoeblebi;

� bankebi da sadazRvevo organizaciebi, rom-

lebic ewevian sakredito-sadazRvevo momsaxurebas

fasiani qaRaldebis mimoqcevis uzrunvelsayofad.

fasiani qaRaldebis bazarze pirvel rigSi momxmare-

belTa rolSi gamodian investorebi (bazris ZiriTadi saqon-

lisa), Semdeg sainvesticio institutebi (sxvadasxva saxis

damxmare momsaxurebis, specializebuli mowyobilobis, fa-

siani qaRaldebis blankebis da sxv.).

momxmarebelTa Cveulebrivi klasifikaciis garda, rac

miRebulia marketingis organizaciisas (geografiuli gan-

lageba, Semosavlianoba, socialur-kulturuli orientacia

da a. S.), fasiani qaRaldebis bazarze gamoiyofa investor

momxmaebelTa gansakuTrebuli jgufi, romelic gansxvavdeba

didi moculobiTa da daniSnulebiT safondo operaciebSi.

esenia e. w. instituciuri investorebi, e. i. organizaciebi,

romlebsac gaaCniaT fuladi saSualebebis mudmivi da mniS-

vnelovani nameti da romlebsac mudmivad da profesiul sa-

fuZvelze abandebdnen fasian qaraldebSi. maT miekuTvneba:

sadazRvevo kompaniebi, sapensio fondebi, sainvesticio kom-

paniebi, specializebuli sazogadoebrivi fondebi da a. S. in-

stituciuri investiciebis daniSnulebaa bevri wvrili dana-

zogis akumulireba da maTi gamsxvileba, Segrovili msxvili

paketebis warmarTva fasiani qaRaldebis msxvili paketebis

289

investiciaze. arsebiTad instituciuri investorebi msxvili

(biTumi) myidvelebia fasiani qaRaldebis bazarze.

saanalizo problemis farTo masStabis gamo ganixila-

ven mxolod fasiani qaRaldebis marektingis da maTi gamoSve-

bisa da meoradi mimoqcevis uzrunvelyofis momsaxurebis sa-

kiTxebs.

marketinguli strategiebis mimarT saerTo moTxovne-

bi ganisazRvreba fasiani qaRaldebis bazris Taviseburebe-

bis, saqarTveloSi am bazarze arsebuli situaciis safuZvel-

ze, agreTve safondo bazarze mimoqcevaSi arsebuli saqon-

lis maxasiaTeblebiT. ganixilaven Semdeg ZiriTad moTxov-

nebs:

1. fasiani qaRaldebis bazris operaciebi unda iyvnen

orientirebuli fasiani qaRaldis mTeli sasicoc-

xlo ciklis momsaxurebaze, misi gamoSvebis momen-

tidan dawyebuli da mimoqcevidan amoRebiT damTav-

rebuli.

2. fasiani qaRaldebis rogorc saqonlis samomxmareb-

lo Tvisebebi gamoixateba, upirveles yovlisa, Se-

mosavlis (mogebis) motanis unarSi, agreTve warmo-

adgens realur aqtivebze sakuTrebis tituls (pro-

centi, sakurso Rirebulebis amaRleba; gavlenis,

Zalauflebrivi uflebamosilebis instrumenti).

magram es samomxmareblo Tvisebebi mniSvnelovnad

damokidebulia riskze, romelsac ganicdian fasia-

ni qaRaldebi da qonebriv uflebamosili obieqtebi.

Sesabamisad nebismierma marketingulma strategiam

safondo bazarze unda Seqmnas Semosavlianobis, sa-

kurso (savaluto) Rirebulebis dinamikis riskis

garkveuli donis iseTi kombinaciebi, romlebic da-

akmayofileben investorebis ama Tu im konkretuli

jgufis samomxmareblo molodins.

3. fasiani qaRaldi mravali modifikaciis produqtia,

romelTaganac TiToeuli maTgani SeiZleba akmayo-

filebdes konkretuli investorebis (myidvelebis)

interesebs. amasTan erTad fasiani qaRaldis ro-

gorc saqonlis individualoba, modificireba unda

Seexamebodes mis standartulobas, fasiani qaRal-

debis dadgenil saxeebs, maTi gamoSvebisa da mimoq-

cevis wesebs, rac gansazRvrulia qveynis kanonmdeb-

290

lobiT. mxolod aseTi safinanso produqti SeiZle-

ba CaiTvalos kargad regulirebulad da, maSasada-

me, sargeblobdes sazogadoebrivi ndobiTa da moT-

xovniT. amrigad, makretingulma strategiam unda

uzrunvelyos standartulobis Sexameba fasiani qa-

RaldebisTvis individualuri Tvisebebis miniWe-

basTan.

4. saqonlis — fasiani qaRaldebis floba saqarTve-

los ekonomikis pirobebSi dakavSirebulia Zalian

did riskTan. amitom yvelaze warmatebuli iqneba is

marketinguli strategiebi, romlebic iZlevian

momxmareblisTvis riskis Semcirebis SesaZleblo-

bas (danakargebis kompensaciis sistema, fasiani qa-

Raldis likvidurobis uzrunvelyofis gansakuT-

rebuli RonisZiebebi, mkacri finansuri TviTregu-

lireba, romelsac axorcieleben emitentebi da sa-

investicio instutitebi).

5. amJamad saqarTvelos praqtikaSi mogebis miRebis

TvalsazrisiT yvelaze mizanSewonilia agresiuli

marketinguli strategiebi. amasTan unda ganxorci-

eldes mkacri safinanso da saoperacio TviTregu-

lireba, romelic amcirebs risks fasiani qaRalde-

bis bazris operatorebisa da investorebisaTvis

(likvidurobis, aqtivebis xarisxis, mogebianobis

marTva da sxv.).

6. safondo bazarze marketinguli strategiebis mi-

marT mniSvnelovani moTxovnaa (aSkarad gamoxatu-

li sazRvargareTul praqtikaSi) universaloba fa-

siani qaRaldebis operaciebSi.

ganixilaven ZiriTadad saproduqto, safaso (fasebis)

sadistributoro da sareklamo strategiebis Tavisebure-

bebs.

nebismieri fasiani qaRaldi rogorc saqoneli, unika-

luri safinanso produqtia Tavisi individualuri maxasia-

TeblebiT, rac iZleva investorebis ama Tu im jgufis speci-

fikur moTxovnilebaTa dakmayofilebis SesaZleblobas.

Cvens pirobebSi sawyis etapzec SesaZlebelia saproduqto

marketinguli strategiis yvela saxis gamoyeneba (saproduq-

to eqspansia, saproduqto repozicireba, saproduqto modi-

fikacia).

291

saproduqto eqspansiis SesaZleblobebis gansazRvri-

sas aucilebelia imis gaTvaliswineba, Tu sasicocxlo cik-

lis romel etapzea fasiani qaRaldis esa Tu is konkretuli

saxe — Cekebi da Tamasuqebi, sadepozito da Senaxvis sertifi-

katebi (myari zrda), safinanso vauCerebi (sawyisi etapi, swra-

fi ganviTareba). kvalifikaciurma emitentebma ar unda dauS-

van kanonmdeblobis gverdis avliT fasiani qaRaldebis su-

rogatebis gamoyeneba, raTa SeinarCunon adgili standar-

tul, kargad regulirebad fasiani qaRaldebis bazarze, rom-

lebic aRiarebulia msoflio praqtikaSi.

saproduqto repozicirebisas emitenti acxadebs, rom

misi fasiani qaRaldis SeZena inflaciisagan daculobis sau-

keTeso saSualebaa an mxolod igi iZleva Sesyidvis uflebas,

vTqvaT, navTobisa stabiluri fasebiT da amiT xorcieldeba

misi repozicireba analogiuri fasiani qaRaldebisagan (aq-

ciebisagan, obligaciebisagan da a. S.).

saproduqto modifikacia saproduqto eqspansiasTan

erTad iTvleba meore umniSvnelovanes stategiad fasiani qa-

Raldebis bazris Tanamedrove mdgomareobis dros. infla-

cia da krizisi, politikuri arastabiluroba, riskis maRali

xarisxi mikroekonomikur doneze (valis daubrunevlobis

riski, saprocento riski da a. S.) — yvela es faqtori moiT-

xovs, rom emitentebma da sainvesticio institutebma gansa-

kuTrebuli gulmodgineobiT Seqmnan fasiani qaRaldebis ga-

moSvebisa da mimoqcevis pirobebi, ipovon maTi iseTi modifi-

kaciebi, romlebic Seesabameba investorebis interesebs mo-

cemul periodSi.

stabilur sabazro ekonomikaSi investirebis standar-

tuli miznebia: procentis miReba; kapitalis SenarCuneba; ka-

pitalis gadideba (fasiani qaRaldebis sakurso Rirebulebis

zrdis safuZvelze). saqarTvelos pirobebSi (deficituri

ekonomika warmoebis dacemiT) investoris miznebis sistema

icvleba da gamoiyureba Semdegnairad:Lkapitalis SenarCune-

ba; fasiani qaRaldebis SeZena, romlebsac mimoqcevis pirobe-

bis mixedviT SeuZliaT Secvalon maTi maxasiaTeblebiT; fa-

siani qaRaldebis SeZeniT deficituri produqciis, momsaxu-

rebis da uflebebis mopovebis SesaZlebloba; gavlenis sfe-

ros gafarToeba da sakuTrebis gadanawileba; spekulaciuri

TamaSi arastabiluri bazris pirobebSi; konkretuli miznebi

(riskebis dazRveva da sxv.).

292

safaso (fasebis) strategia gulisxmobs fasiani qaRal-

debis bazarze fasebis dadgenis Semdeg Taviseburebebs:

� moTxovna fasian qaRaldebze ar aris elastikuri

maTze fasebis cvlilebebTan SedarebiT. saqme isaa,

rom damkvidrebuli warmodgeniT fasiani qaRaldis

kursis (fasis) dacema mowmobs emitentis arakeTil-

sasurvel mdgomareobas, fasiani qaRaldis mixedviT

valdebulebaTa SesaZlo Seusruleblobas. Sesabami-

sad, roca ecema fasiani qaRaldebis kursi, Cveuleb-

rivad iwyeba maTi masobrivi gayidva. da, piriqiT,

roca kursi izrdeba, iwyeba maTi aqtiuri Sesyidva;

� fasiani qaRaldebis kursi (Sefaseba) mudmivad fiq-

sirdeba bazarze da, aris ra qveynis ekonomikuri

mdgomareobis indikatori, qveyndeba ZiriTad presa-

Si (mediaSi) da specialur gamocemebSi; bazris mona-

wileebs aqvT mocemuli infromacia drois realur

masStabSi. fasebis Sesaxeb informaciis xelmisaw-

vdomoba iZleva damatebiT SesaZleblobebs saTana-

do analizisaTvis;

� fasiani qaRaldebis kursis (e. i. masze fasebis) mer-

yeobas (aramdgradoba) ramdenadme ufro didia, vid-

re sxva saqonlisa; amasTan fasis dawesebis meqanizmi

ufro rTulia. magaliTad, fasiani qaRaldis kursis

baza aris misi namdvili Rirebulebis Sefaseba, mag-

ram fasi meryeobs Zalian did farglebSi — gamomdi-

nare riskis Sefasebidan, romelic Tan axlavs am fa-

sian qaRalds. kursze gavlenas axdens mravali sxva

faqtori Worebamdec ki;

� arsebobs saqoneli — fasiani qaRaldebis pirdapiri

Semcvlelebi, romlebic warmoadgenen investicie-

bis obieqts da romlebic aZleven SesaZleblobas in-

vestorebs miaRwion imave miznebs (kapitalis Senar-

Cuneba da zrda). esenia sadazRvevo polisebi da pir-

dapiri Senatanebi bankebsa da sasesxo — Semnaxvel

dawesebulebebSi. amgvari mWidro urTierTmonac-

vleoba qmnis Zlier konkurencias fasiani qaRalde-

bis dargs, sabanko da sadazRvevo industrias Soris,

rac pirdapir aisaxeba fasebTan dakavSirebul ga-

dawyvetilebebSi, romlebic miiReba safondo bazar-

ze;

293

� fasian qaRaldebs rogorc saqonels gaaCnia ormagi

fasi: nominaluri da faqtiuri (sakurso Rirebule-

ba). am SemTxvevaSi safaso strategias aqvs Tavis obi-

eqtad ori (nominaluri da faqtiuri) fasi da Sefar-

deba maT Soris. magaliTad, swored momxmareblis

fsiqologiuri Tvisebebis gaTvaliswinebiT fasiani

qaRaldebis mTeli klasi Seiqmna aSS-Si;

� fasian qaRaldebze faswarmoqmnis mniSvnelovani

elementia maTze fasebis piketireba sainvesticio

institutebis momsaxurebaze.

faswarmoqmnis sirTulis miuxedavad, arsebobs SesaZ-

lebloba safondo bazarze safaso (fasebis) strategiebis gan-

xorcielebisTvis.

safinanso institutebi gansakuTrebul mniSvnelobas

aniWeben gayidvebis uzrunvelyofaSi reklamas. aSS msxvil

bankebSi (aqtivi 1-dan 5 mlrd dol.) gasuli saukunis 80-ian

wlebSi reklamaze danaxarjebma marketinguli biujetis sa-

erTo struqturaSi Seadgina 70%, `fabliq rileiSenzma~ —

13%, gayidvebis uzrunvelyofa (sxvadasxva saxis sajaro Ro-

nisZiebebi, seminarebi, SeRavaTebi msxvili klientebisaTvis

da a. S.) — 10%, saswavlo programebi — 1%, marketinguli

kvlevebi — 3%, danarCeni — 3%.

fasiani qaRaldebis reklama Rebulobs daxvewil for-

mebs, amasTan gansakuTrebuli moTxovnebi waeyeneba informa-

ciis saimedobas. sando, obieqturi da marTali informacia

warmoadgens fasiani qaRaldebis erT-erT fundamentur

princips da mas gansakuTrebiT icavs kanoni, uzrunvelyofs

ra investorebisa da safondo bazris sxva monawileebs mona-

cemebiT SesaZlo riskis Sesaxeb investiciebSi.

294

Tavi 14. marketinguli komunikaciis

sistema

14.1. marketinguli komunikaciis kompleqsis Sesaxeb

informaciuli teqnologiebis ganviTarebam arsebiTad

Secvala komunikaciis garemo da sawarmoebi (firmebi) marke-

tinguli komunikaciebis axali realobis winaSe daayena. mar-

ketingul komunikaciebze mniSvnelovani gavlena moaxdina

masobrivi marketingidan miznobrivi marketingisaken gada-

nacvlebam. axali teqnologiebis daxmarebiT Seiqmna axali

mkveTrad mizanmimarTuli sakomunikacio magistralebi mom-

xmareblebTan (myidvelebTan) maqsimaluri daaxlovebisaT-

vis.

masobrivi marketingidan miznobriv marketingze gadas-

vlam gamowvia ufro didi da mravalferovani sakomunikacio

arxebisa da mastimulebel saSualebaTa kompleqsis gamoyene-

ba.

yvela sakomunikacio saSualeba integrirebuli unda

iyos marketinguli komunikaciis kompleqsSi, ris gamoc sa-

warmo (firma) aerTianebs da koordinirebs Tavis sakomunika-

cio arxebs da qmnis koordinirebul mastimulebel kom-

pleqss (nax. 14.1).

integrirebuli marketinguli komunikacia xels uw-

yobs ufro Tanmimdevruli komunikaciis Camoyalibebas da

mniSvnelovan gavlenas axdens gayidvebze. igi gulisxmobs

miznobrivi auditoriis identificirebasa da kargad koor-

dinirebuli mastimulebel programis formirebas, romelic

gamoiwvevs auditoriis sasurvel reaqcias.

marketingul komunikaciebs miekuTvneba firmis yve-

la saxis kavSiri momxmareblebTan, mimwodeblebTan da a.S.

bazris yvela monawilesTan, romlebic dainteresebuli ari-

an firmis saqmianobiTa da masSi monawileobis miRebiT. mar-

ketinguli komunikaciebis damaxasiaTebeli Taviseburebe-

bia: gavrcelebis mizanmimarTuleba, kompleqsuri xasiaTi,

zemoqmedebis gameoreba, sistemuri marketinguli kvlevebi-

sa da internetis aqtiuri gamoyeneba.

295

nax. 14.1 integrirebuli marketinguli komunikacia

Tanamedrove marketingi moiTxovs, rom firmebma gana-

xorcielon komunikaciuri politika, romelic gulisxmobs

bazarze saqonlis win wawevis saSualebebis erTobliobas:

• reklama;

• gasaRebis stimulireba;

• specializebuli gamofenebi;

• personaluri gayidvebi;

• sazogadoebasTan urTierToba (PR). komunikaciuri politikis miznebSi moiazreba:

� saqonlis an momsaxurebis prestiJuli saxis Seqmna;

� saqonlisa da misi parametrebis Sesaxeb informaciis

� momxmareblamde mitana;

� axali saqonliTa da momsaxurebiT potenciuri mom-

xmareblebis daintereseba;

� myidvelebisadmi daxmarebis gaweva saqonlis (momsa-

xurebis)

� yidvis Sesaxeb gadawyvetilebis miRebisas;

� firmisTvis dadebiTi imiJis Seqmna.

marketinguli komunikaciis mTavari amocanaa-bazarze

saqonlis win waweva, romelic SeiZleba ganxorcieldes ro-

296

gorc mwarmoeblis, aseve Suamavlis — dainteresebuli piris

mier.

saqonlis win wawevis kompleqsi warmodgenilia nax. 14.2.

nax. 14.2. saqonlis win wawevis kompleqsi

komunikaciuri politikis zemoT CamoTvlili miznebi

gansazRvraven saqonlis win wawevis meTodebs, romelTa da-

niSnulebaa samomxmareblo moTxovnis Seqmna an gazrda, myid-

velTa informireba, maTi daintereseba (survilis aRZvra),

ubiZgos myidvels yidvis Sesaxeb gadawyvetilebis misaRebad.

es meTodebi SeiZleba iyos sruliad gansxvavebuli saqonli-

sagan, situaciisagan, gayidvis adgilisagan da a.S. damokide-

bulebiT.

1. momxmarebelTa informireba bazarze arsebuli

saqonlis Sesaxeb. aucilebelia sainformacio are-

alis uzrunvelyofa, rac warmoSobs pirvelad sac-

del moTxovnas momxmarebelSi. mocemul etapze mTa-

vari amocanaa saqonlis gacnoba misi SeZenis mizniT.

mravaljeradi da ubralo mimarTvebi xels uwyoben

saqonlis gacnobas.

saqonlis win wawevis mizani

saqonlis win wawevis meTodebi

win wawevis strategiis damuSaveba

miznobrivi auditoria

win wawevis saSualebebis SerCeva (PR, reklama, gasaRebis

stimulireba, specializebuli gamofenebi, personaluri

gayidvebi) maTi efeqtianobis gansazRvris gziT.

297

2. saqonlis samomxmareblo niSan-Tvisebebis popu-

larizacia. Tu saqonlis reklamirebam ar miipyro

myidvelis yuradReba, maSin saWiroa vaiZulod myid-

veli yuradReba miapyros saqonels. mTavaria saqon-

lis Sesaxeb codnis formireba.

3. momxmarebelTa darwmuneba maT gemovnebasTan sa-

qonlis Sesabamisobaze. aq mTavari amocanaa momxma-

reblis darwmuneba ama Tu im saqonlis SeZenis (cxov-

rebiseul) aucileblobaSi. magaliTad, potenciurma

momxmarebelma icis firmis da analogiuri saqonlis

Sesaxeb, magram mTlianad ar aris darwmunebuli ro-

mel saqonels mianiWos upiratesoba, da saerTod,

sWirdeba Tu ara igi. am SemTxvevaSi mydvelis moqme-

deba damokidebuli iqneba misi darwmunebis zemoqme-

debis intensivobaze. sasurveli damokidebuleba mi-

iRweva uaryofiTi momentebis Seswavlisas, romle-

bic xels uSlian saqonlis gayidvas. saqonlis uar-

yofiTi niSan-Tvisebebis operatiuli gadawyveta

xels Seuwyobs mis win wawevas.

4. momxmarebelTa rCevis taqtika. misi arsia momxma-

reblis darwmuneba sxva saqonelTan SedarebiT fir-

mis saqonlis upiratesobasa da misi SeZenis priori-

tetulobaSi. amasTan Sesadar maCveneblebad SeiZle-

ba gamoyenebul iqnes fasi, xarisxi, maxasiaTeblebis

nakrebi, dizaini.

5. momxmareblis waqezeba saqonlis SesaZenad. am Sem-

TxvevaSi aqcenti keTdeba droiT aspeqtze. magali-

Tad, potenciuri myidveli ukve Cafiqrda mocemuli

saqonlis yidvaze, magram gadado igi ganusazRvre-

li droiT. am SemTxvevaSi mTavaria myidvelis dar-

wmuneba, rom yidva ganaxorcielos dauyovnebliv. am

miznisaTvis gamoiyeneba fasdaklebebi, saqonelze

ufaso danamatebi, gayidva ganvadebiT da a.S.

saqonlis win wawevis gzebis gansazRvris Semdeg auci-

lebelia win wawevis strategiis damuSaveba.

arsebobs saqonlis win wawevis ori strategia: Cabmis

da daZalebis strategia.

Cabmis strategia (pull) es aris saqonlis win waweva

saboloo momxmareblamde. igi gaTvlilia imaze, rom momxma-

rebelTa moTxovna aRmoCndeba sakmaod intensiuri da win wa-

298

wevs saqonels sabiTumo organizacia (distributori) Ses-

yidvisaTvis (nax. 14.3).

mwarmoebeli

saboloo

momxmarebeli

nax. 14.3 Cabmis strategia

daZalebis strategia (push) aris myidvelebze da Sua-

mavlebze (movaWreebze) saqonlis daZaleba (Tavze moxveva).

mocemuli strategia iTvaliswinebs saqonlis gayidvas savaW-

ro sistemis mier: biTumi gamyidveli — sacalo gamyidveli —

saboloo momxmarebeli (nax. 14.4). daZalebis strategia uf-

ro xangrZlivi da ZviradRirebulia, ramdenadac amisaTvis

gamoiyeneba reklama, daTmobebi, kuponebi, saCuqrebi da sti-

mulirebis sxva saSualebebi, raTa aiZulon myidveli gana-

xorcielos yidvis procesi.

nax. 14.4 daZalebis strategia

strategiis SerCeva damokidebulia auditoriaze,

romliskenac mimarTulia saqoneli. auditoriis SerCevis

siswore gansazRvravs strategiis warmatebebs da mis efeq-

tainobas.

miznobrivi auditoria aris momxmarebelTa jgufi,

romliskenac aris mimarTuli win wawevis meTodebi (reklama,

personaluri gayidva, propaganda, gasaRebis stimulireba).

marketingis samsaxuris specialistma — komunikator-

ma saWiroa gamoavlinos miznobrivi auditoria, romelic Se-

iZleba imyofebodes myidvelobiTi mzadyofnis eqvsi mdgoma-

reobidan nebismierSi:

• Setyobinebis;

• codnis;

• keTilganwyobis;

• rCevis;

299

• darwmunebis;

• yidvis ganxorcielebis mzadyofnis.

miznobrivi auditoriis gamoyofa SesaZlebelia mom-

xmarebelTa segmentirebis gziT, sxvadasxva parametrebiT an

bazris erTiani momxmareblis gansazRvriT.

pirvel SemTxvevaSi saWiro iqneba momxmarebelTa cal-

keuli jgufisaTvis marketinguli komunikaciis specifiku-

ri saSualebebis gamoyeneba da sareklamo kampaniis indivi-

dualuri strategiis SemuSaveba. magram saWiroa gaTvaliswi-

nebuli iqnes is, rom erT sareklamo kampaniaSi SeuZlebelia

orientireba momxmarebelTa yvela segmentze.

meore SemTxvevaSi miznobrivi auditoriis saxiT SeiZ-

leba gamoiyos potenciuri momxmareblebis farTo seqtori,

magaliTad, saSualo SesaZleblobebiT. am SemTxvevaSi SeiZ-

leba bazarze saqonlis win wawevis erTiani kampaniiT gamos-

vla.

saqonlis win wawevis kompleqsis mniSvnelovani elemen-

tia bazarze saqonlis win wawevis saSualebebis SerCeva,

e.i. komunikaciis gansazRvruli formebi. amisaTvis saWiroa

gamovlenili iqnes maTi dadebiTi da uaryofiTi mxareebi

(cxrili 14.1).

win wawevis TiToeuli saSualeba gamoyenebuli unda iq-

nes zusti daniSnulebiT win wawevis miznebisagan da firmis

finansuri SesaZleblobebisagan damokidebulebiT. SesaZle-

belia win wawevis saSualebebis kombinaciis variantebis ga-

moyeneba.

win wawevis saSualebebis efeqtianobis pirobebi gani-

sazRvreba sabiujeto xarjebis gaTvaliswinebiT. saqonlis

win wawevaze danaxarjebis gaangariSebisas gamoiyeneba Semde-

gi wesi: es danaxarjebi unda iyos Semosavlebze naklebi, ro-

melic miiReba win wawevis Sesabamisi saSualebebis gamoyene-

bis Sedegad.

win wawevis saSualebebis SerCevaze gavlenas axdens sa-

qonlis sasicocxlo ciklic. saqonlis bazarze danergvisa

da zrdis etapebze mTavar rols TamaSobs reklama da PR, sim-

wifis etapze stimulirebis mniSvneloba izrdeba reklamas-

Tan SedarebiT. dacemis etapze reklama gamoiyeneba Sexsene-

bis mizniT, PR utoldeba nuls, magram gasaRebis stimulire-

ba rCeba aqtiuri.

300

cxrili 14.1 bazarze saqonlis win wawevis saSualebebis

daxasiaTeba

win wawevis

saSualeba

dadebiTi mxareebi uaryofiTi mxareebi

reklama farTo geografia,

kontrolirdeba sponsoris

mier, awvdis informacias

saqonlis Sesaxeb,

SedarebiTi efeqti sxva

saqonelTan da

konkurentebTan, TvalSi

sacemi warmodgena,

cvlilebebisadmi

moqniloba, mcire

TviTRirebuleba.

ar aris dialogi,

Zneli ar aris

individualuri

midgomis moZebna,

xdeba informireba

aradaintere-sebuli

myidvelebis, xarjebi

mniSvnelovania

personaluri

gayidva

piradi kontaqti, dialogi,

individualuri midgoma,

momxmarebelTa moTxovnebis

gaTvaliswineba, zusti

miznobrivi bazari,

inarCunebs mudmiv

myidvelebs, ubiZgebs

yidvisaken.

informaciuloba

SezRudulia,

mniSvnelovani xarjebi,

bazris geografia ar

arsebobs.

sazogadoebasTan

urTierTobebi

(PR)

sarwmuno informacia,

zemoqmede-bis farTo

auditoria, ukukavSiris

SesaZlebloba,

zemoqmedebis meTodebis

mravalsaxeoba

mudmivi zemoqmedebis

aucilebloba, Zviri

Rirebuleba

gasaRebis

stimulireba

gayidvebis gazrda,

informacia

yidvis survils aRZravs

momxmarebelSi, xels

uwyobs yidvas

xanmokle periodiT

gayidvebis gazrda,

droebiTi gamoyeneba,

yuradReba

gamaxvilebulia

daTmobebze da ara

xarisxze

saqonlis win wawevis saSualebebis SerCevaze gavlenas

axdens misi saxec. ase magaliTad, samomxmareblo saqonli-

saTvis win wawevis kompleqsis struqtura warmogvidgeba Sem-

degi saxiT: reklama, gasaRebis stimulireba, personaluri

gayidvebi, specializebuli gamofenebi da bazrobebi, PR aqci-

ebi. Tu saubaria sawarmoo daniSnulebis saqonelze, maSin sa-

301

qonlis win wawevis kompleqsis struqtura aseTia: persona-

luri gayidvebi, gasaRebis stimulireba, reklama, speciali-

zebuli gamofenebi da bazrobebi, PR aqciebi.

14.2 reklama rogorc marketinguli komunikaciis forma da misi saxeebi

reklama garkveuli pasuxismgebeli piris mier sawar-

mosa da saqonlis Sesaxeb informaciis gavrcelebis upirov-

no fasiani saSualebaa. arsebobs reklamis cnebis mravali

gansazRvreba (definicia).

f. kotleris ganmartebiT reklama aris komunikaciis

forma, romelic ganxorcielebulia informaciis gavrcele-

bis fasiani saSualebebis meSveobiT, dafinansebis wyaros

zusti miTiTebiT.1

reklama aris komunikaciis saSualeba, romelic firmas

saSualebas aZlevs gadaces Setyobineba potenciur myidve-

lebs, romlebTanac pirdapiri kontaqti ar gaaCniaT. rekla-

mis daxmarebiT, firma qmnis markis imijs da axdens cnobado-

bis kapitalis formirebas saboloo momxmarebelTan, aRwevs

TanamSromlobas movaWreebis mxridan.

reklama daZalebis (Tavze moxvevis) komunikaciuri

strategiis ZiriTadi instrumentia, iseve rogorc Cabmis

strategiisaTvis (J.J lambeni).2

reklama es aris dialogi gamyidvelsa da momxmarebels

Soris, sadac gamyidveli gamoxatavs Tavis zraxvebs sarekla-

mo saSualebebis meSveobiT, xolo momxmarebeli mocemuli

saqonliT dainteresebas. Tu myidvelis interesi ar gamov-

linda es niSnavs, rom dialogi ar Sedga, da reklamis gadam-

cemis mizani ver iqna miRweuli (l. germogenova).3

reklama, rogorc komunikaciis specialuri forma,

miznad isaxavs, aRuZras adamianebs gansazRvruli saqonlis

SeZenis survili, an Camouyalibos maT dadebiTi Sexeduleba

sawarmoze (prof. g. SublaZe).4

1 f. kotleri, dasax. wigni, gv. 511. 2 m.e. seifulaevi, marketingi, moskovi, 2005, gv.111 (rus enaze) 3 m. e. seifulaevi, dasax. wigni, gv. 112. 4 g. SublaZe, marketingi. dasax. wigni, gv. 242.

302

reklama aris firmis Ria Setyobineba potenciuri myid-

velebis, saqonlisa da momsaxurebis momxmareblebis maTi xa-

risxis, Rirsebebis, upiratesobebis da aseve TviT firmebis

damsaxurebebis Sesaxeb (Tanamedrove ekonomikuri leqsiko-

ni).

reklama aris nebismieri formiT, nebismieri saSuale-

bebis daxmarebiT gavrcelebuli informacia (sareklamo in-

formacia) fizikuri da iuridiuli pirebis, saqonlis, idee-

bis da wamowyebebis Sesaxeb, romelic gankuTvnilia ganusaz-

Rvreli wris pirTaTvis da mowodebulia xeli Seuwyos am fi-

zikuri, iuridiuli pirebis, saqonliT, ideebiT, wamowyebe-

biT dainteresebis formirebas maTi realizaciisaTvis (mene-

jeris leqsikoni-cnobari).

marketinguli komunikaciis sistemaSi reklamas ukavia

gansakuTrebuli adgili. reklamis ZiriTadi mizania moT-

xovnis formireba, saqonlis gayidvisa da gasaRebis sti-

mulireba. reklama warmoadgens myidvelis qcevis reguli-

rebis, saqonelze (momsaxurebaze) yuradRebis mipyrobisa da

TviT firmis dadebiTi imijis Seqmnis aqtiur instruments.

reklama iwyeba sareklamo gamokvleviT, romelic war-

moadgens marketinguli kvlevebis erT-erT mniSvnelovan

sistemur mimarTulebas. misi mizania gamoavlinos: rogor,

rodis da romeli saSualebebis daxmarebiTaa ukeTesi gasa-

Rebis stimulireba da sareklamo RonisZiebebis ganxorcie-

leba. amisaTvis atareben: reklamis saSualebebis winaswar ga-

mocdas, sareklamo kampaniis faqtiuri da mosalodneli Se-

degebis Sedarebas, momxmareblebze reklamis zemoqmedebis

xangrZlivobis Sefasebas, momxmareblebze zemoqmedebisa da

firmis produqciisadmi maTi interesis amaRlebis axali sa-

Sualebebis moZiebas.

marketingul saqmianobaSi reklama gamoiyeneba ro-

gorc mwarmoeblebis, aseve savaWro Suamavlebis mier. mwar-

moeblebi miznad isaxaven moTxovnis stimulirebas konkre-

tul saqonelze, sacalo da sabiTumo movaWreebis moqmedebe-

bis gaaqtiurebas. Suamavali iyenebs mas konkretul savaWro

sawarmoebTan (firmebTan) da momsaxurebis meTodebTan da-

debiTi damokidebulebis Sesaqmnelad.

sareklamo saqmianobis programis ganxorcielebis pro-

cesSi marketingis samsaxuris menejerma aucilebelia miiRos

xuTi principulad mniSvnelovani gadawyvetileba:

303

1) reklamis miznebisa da amocanebis Sesaxeb;

2) reklamis saSualebebis (gavrcelebis arxebis) Sesa-

xeb:

3) sareklamo mimarTvis Sesaxeb;

4) sareklamo biujetis SemuSavebis Sesaxeb;

5) sareklamo programis Sefasebis Sesaxeb.

pirveli gadawyvetiuleba exeba reklamis miznisa da

amocanis gansazRvras, romlebic SeiZleba iyos:

— sainformacio;

— rCevis mimcemi;

— Semxsenebeli.

sainformacio reklamas iyeneben ZiriTadad saqonlis

sasicocxlo ciklis pirvel etapze — bazarze saqonlis da-

nergvis etapze, rodesac firmis winaSe dgas amocana saqo-

nelze pirveladi moTxovnis formirebis Sesaxeb. misi mizania

miawodos momxmarebels informacia axal saqonelze, fasebis

cvlilebaze, auxsnas mas saqonlis gamoyenebis wesi, saqonel-

sa da sawarmoze momxmarebels Camouyalibos swori Sexedu-

leba.

rCevis mimcemi reklama yvelaze ufro agresiulia. ga-

moiyeneba saqonlis sasicocxlo ciklis meore etapze — ga-

yidvis moculobis zrdis etapze, rodesac firmis winaSe

dgas SerCeviTi moTxovnis formirebis amocana. igi miznad

isaxavs: Camouyalibos momxmarebels ama Tu im sasaqonlo

markisadmi upiratesobis miniWebis grZnoba, daarwmunos mom-

xmarebeli saqonlis yidvis aucileblobaSi.

Semxsebebeli reklama gansakuTrebiT mniSvnelovania

saqonlis sasicocxlo ciklis mesame etapze — simwifis etap-

ze, roca saWiro xdeba momxmareblisaTvis bazarze maTi sa-

qonlis arsebobis Sexseneba, momxmareblis cnobierebaSi sa-

qonlis Sesaxeb informaciis SenarCuneba, mudmivad Sexseneba

Tu sad SeiZleba saqonlis yidva.

meore gadawyvetileba exeba reklamis saSualebebis

SerCevas, e.i. misi gavrcelebis Sesabamisi arxis SerCevas.

reklamis gavrcelebis ZiriTadi arxebia (ix. cxrili

14.2):

1) presa, radio, televizia, kino, gare da satranspor-

to reklama (abovi - the - line). misi gavrcelebis wyaro-

ebia: gazeTebi, Jurnalebi, cnobarebi, weliwdeule-

304

bi, radio da telegadacemebi, plakatebi, banerebi,

eleqtrodafebi, yvela saxis transporti;

2) specialuri sareklamo literatura (sareklamo

furclebi, bukletebi katalogebi da sxv.), kalenda-

ri, sademonstracio stendebi da a.S.;

3) pirdapiri safosto reklama (direct mail); 4) reklama internetis meSveobiT (banerebi, e-mail, web -

saitebi, sareklamo saqmianoba on-line).

reklamis gavrcelebis arxebis SerCeva damokidebulia

reklamis miznebsa da amocanebze, agreTve sareklamo saSua-

lebebSi reklamis ganTavsebis Rirebulebasa da maTTvis da-

maxasiaTebel niSan-Tvisebebze.

cxrili 14.2

sareklamo informaciis gavrcelebis saSualebebi

saSualebebi upiratesoba SezRudva

gazeTebi moqniloba, Tavisdrouloba,

adgi-

lobrivi bazris kargi

momcvelo-

bis unari, farTo aRiareba,

saime-

doobis maRali done

arsebobis xanmokle

periodi, mdare

xarisxi, asaxvis,

gameorebiTi”,

mkiTxvelebis

umniSvnelo

auditoria

Jurnalebi geografiuli da

demografiuli

SerCeviTobis maRali done,

saimedooba da prestiJuloba,

ga-

meorebis kargi xarisxi,

xangrZlivi arseboba.

xangrZlivi dro

(daSoreba) yidvis

adgilsa da reklamis

gamocxadebas Soris,

gamousadegari

tiraJis arseboba

televizia xalxis farTo masebis mocva,

erTdroulad adamianis

smenisa da

mxedvelobis organoebze

zemoqme-

deba, gamosaxulebis, xmisa da

moZraobis Serwyma, grZnobiTi

ze-

moqmedeba, yuradRebis

mizidvis

maRali xarisxi

didi absoluturi

Rirebuleba,

gadatvirTva

reklamiT, sareklamo

kontaqti wuTieria,

auditoriis SerCevis

mcire SesaZlebloba.

305

radio gamoyenebis masobrioba,

geografi-

uli da demografiuli

SerCeviTo-

bis maRali done, mcire

Rirebu-

leba

warmodgenilia

mxolod bgeriTi

(xmovani)

saSualebebiT,

yuradRebis mizidvis

xarisxi mdarea

televiziasTan

SedarebiT, sareklamo

kontaqti wuTieria

gare

reklama

moqniloba, gameorebiTi

kontaqtebis mravaljeradoba,

mcire Rirebuleba, susti

konkurencia

ar aris miznobrivi

auditoriis SerCevis

SesaZlebloba,

SezRudulia

SemoqmedebiTi

midgoma reklamis

Sedgenisa da

gavrcelebis

procesSi

pirdapiri

safosto

reklama

(direct mail)

moqniloba, auditoriis

SerCevis

didi SesaZleblobebi,

sareklamo

konkurentebis ar arseboba,

pirov-

nuli xasiaTi

SedarebiT didi

Rirebuleba,

,,makulaturobis”

saxe.

sareklamo kampaniis procesSi auditoriasTan kavSiri

myardeba sareklamo mimarTvis daxmarebiT. man unda uzrun-

velyos saqonelTan dadebiTi damokidebulebis formireba

da myidvelis darwmuneba misi SeZenis aucileblobaSi. mimar-

Tvis Seqmnis procesSi gamoyofen sam etaps:

1) mimarTvis ideis formireba;

2) variantebis Sefaseba da SerCeva;

3) mimarTvis Sesruleba.

sareklamo mimarTvis Sedgenisas presisaTvis aucile-

belia rigi mniSvnelovani faqtorebis gaTvaliswineba. upir-

veles yovlisa saWiroa ganisazRvros sareklamo mimarTvis

gadacemis saSualeba da dadgindes bazris miznobrivi jgufi.

sareklamo mimarTvis Sedgena literaturuli saqmianobis

gansakuTrebuli saxea. mimarTva unda iyos yuradRebis mim-

pyrobi, mokle da gasagebi maTTvis, visi misamarTiTaa igi ga-

miznuli. sareklamo mimarTvis Sedgenisa da gadacemis saSua-

lebis SerCevis Semdeg, mimRebi iwyebs miRebuli informaciis

,,gaSifvras” (dekodirebas). yoveli aseTi mimRebi informaci-

306

as iRebs Taviseburad, amitomac ar SeiZleba zustad ganisaz-

Rvros aris Tu ara sworad gagebuli miRebuli mimarTva. au-

ditoriaze zemoqmedeba damokidebulia imaze Tu es audito-

ria rogor aRiqvams mas. yvelaze damarwmunebels warmoad-

gens is mimarTvebi, romlebic gadaicema ndobiT aRWurvili

wyaroebis mier. sareklamo mimarTvam saWiroa miipyros yu-

radReba, SeinarCunos interesi, aRuZras survili myidvels

da aiZulos moqmedebis (yidvis) ganxorcielebisaTvis.

sareklamo mimarTvis Seqmna iTvaliswinebs sami prob-

lemis gadawyvetas: ra iTqvas; rogor iTqvas; rogor gafor-

mdes mimarTva.

mimarTvis teqstis (Sinaarsis) Sesadgenad gamoiyeneba

sami tipis motivi:

• racionaluri motivebi;

• emociuri motivebi;

• zneobrivi motivebi.

mimarTvis forma unda iyos qmediTi. beWvdiT reklamaSi

saWiroa saTauris gamoyofa, ilustraciebis gamoyeneba da

feradi gaformeba. Tu mimarTvis gadacema xdeba radioTi an

televiziiT, guldasmiT xdeba formulirebis SerCeva, xmova-

ni monacemebis (saubris tembri, toni, danawevrebuli metyve-

leba) da metyvelebis saSualebebis gamosaxatavad wamyvani

yuradRebas unda aqcevdes saxis gamometyvelebas, Jests, po-

zas, da Tu informaciis matarebels warmoadgens TviT saqo-

neli, maSin saWiroa yuradRebis gamaxvileba saqonlis faq-

turaze, aromatze, ferze, zomebze, formaze da a.S.

sareklamo mimarTva unda iyos mokle, saintereso, dama-

jerebeli, gasagebi, dinamikuri, gameorebadi, xatovani, origi-

naluri.

sainformacio — sareklamo masalebis sabazo saxeebia:

sainformacio werili, komerciuli winadadeba, sareklamo

furceli, bukleti, prospeqti, katalogi.

• rogori unda iyos firmis reaqcia dacemis periodSi;

• gasaRebis arxebis romel monawiles unda mieces dava-

leba win wawevisaTvis;

• rogoria sareklamo mimarTvis Seqmnis Rirebuleba.

radganac reklama orientirebulia moTxovnaze, warmo-

Sobs gasaRebas da firmam Zalian frTxilad unda Seamciros

biujeti. Tu dasaxuli miznebi reklamis kampaniis msvlelo-

307

baSi ver miiRweva, maSin aucilebelia mieces Sefaseba gamoye-

nebuli reklamis saSualebebs da moxdes maTi Secvla.

sareklamo biujetis damuSavebisas SeiZleba gamoyene-

bul iqnes Semdegi meTodebi:

1) gaangariSebis meTodi ,,arsebuli saSualebebidan”, e.

i. imdeni, ris saSualebasac iZleva firmis biujeti;

2) gaangariSebis meTodi ,,procentebSi gayidvebis Tan-

xidan an saqonlis gasayidi fasidan” (magaliTad, 2%

gayidvebis Tanxis);

3) konkurentuli paritetis meTodi, rodesac firma

adgens Tavisi biujetis dones Tavisi konkurentebis

biujetis doneze;

4) gaangariSebis meTodi ,,miznisa da amocanebidan ga-

momdinare”, rodesac stimulirebisaTvis biujeti

formirdeba konkretuli miznebis SemuSavebis, amo-

canebis gansazRvris safuZvelze, romlebic unda ga-

daiWras am miznebis misaRwevad.

mexuTe meTodi exeba sareklamo programis Sefasebas.

arsebobs reklamis efeqtianobis Sefasebis sxvadsxva xerxi:

testi reklamis gagebasa da damaxsovrebaze; azrisa da damo-

kidebulebis Sefasebis meTodi; SekveTebisa da gayidvebis Se-

faseba.

reklamis gamoyenebas Tan axlavs gansazRvruli sirTu-

leebi: televizia, radio da a.S. ZviradRirebulia da ar SeiZ-

leba iyos erTnairad qmediTi yvela saxis saqonelisaTvis.

efeqtiani reklamis ZiriTadi principebia:

� reklamis safuZveli unda iyos kargi idea;

� myidveli ar iyidis imas, rac ar icis;

� simarTle saqonlis Sesaxeb saWiroa ecnobos lama-

zad da srulad;

� emociebi reklamaSi unda iyos mxolod dadebiTi;

� argumentebi — mxolod reklamis sasargeblod;

� saqonlis Rirseba srulad unda iqnes gaxsnili da

ara SemoklebiT;

� saqonlis Rirebuleba unda Seesabamebodes reklamis

Rirebulebas (ZviradRirebul saqonels Wirdeba

ZviradRirebuli reklama);

� aucilebelia Tavisi auditoriis gaTvaliswineba;

308

� reklamis stili da saxe unda iyos eqskluziuri, sa-

kuTari.

reklamis klasifikacias axdenen sxvadasxva niSnis sa-

fuZvelze.

reklama SeiZleba iyos:

— arasaTanado;

— kontrreklama;

— socialuri reklama;

— faruli reklama.

obieqtis mixedviT reklama SeiZleba iyos:

— sasaqonlo;

— prestiJuli.

gamoyenebuli sainformacio saSualebebis mixedviT

gamoiyofa:

— klasikuri reklama masobrivi informaciis saSuale-

bebSi;

— pirdapiri reklama;

— reklama saqonlis gasaRebis adgilebSi;

— reklama informaciis axali saSualebebiT.

arasaTanado reklamas warmoadgens arakeTilsindisi-

eri, arasarwmuno, araeTikuri, aSkara tyuili reklama, ro-

melSic daSvebulia Secdomebi misi Sinaarsisadmi arsebuli

moTxovnebidan gamomdinare.

kontrreklama aris arasaTanado reklamis uaryofa,

romlis gavrceleba aucilebelia arasaTanado reklamiT ga-

mowveuli Sedegebis likvidaciisaTvis.

socialuri reklama warmoadgens sazogadoebriv da

saxelmwifo interesebs da mimarTulia saqvelmoqmedo mizne-

bis misaRwevad.

faruli reklama aris reklama, romelic axdens mom-

xmareblis mier gaucnobierebel zemoqmedebas mis aRqmaze

radio, tele, video, audio, kinoproduqciis da a.S.. informa-

ciis gavrcelebis sxva saSualebebis gziT. aseTi reklamis ga-

moyeneba dauSvebelia.

sasaqonlo reklama — reklama, romelic axorcielebs

produqciis reklamirebas da miznad isaxavs momxmareblis

dawmunebas SeiZinos saqoneli.

prestiJuli reklama — reklama, romelic anxorcie-

lebs mTlianad sawarmos reklamirebas. mas xSirad korpora-

ciul, safirmo reklamasac uwodeben. misi mizania sawarmos

309

dadebiTi saxis propaganda da xels uwyobs sawarmos (firmis)

imijis Seqmnas.

klasikuri reklama mimarTulia anonimuri momxmareb-

lisadmi radios, televiziis, gazeTebisa da Jurnalebis ga-

moyenebiT.

reklama saqonlis gasaRebis obieqtebSi emyareba

sxvadasxva saxis maCveneblebis, plakatebis, vitrinebis da

sxva saSualebebis gamoyenebas. igi orientirebulia momxma-

rebelTa konkretul jgufze da anonimuria.

pirdapiri reklama moicavs yvela im sareklamo Ronis-

Ziebas, romelTa meSveobiTac reklamis Semqmneli werilobiT

an sxva formiT, uSualod mimarTavs SerCeul miznobriv

jgufs. pirdapiri reklamisTvis gamoiyeneba sareklamo weri-

li, amanaTvaWrobis katalogebi da sxva saSualebebi.

personaluri reklama saqonlis gamyidvelebis mier

misi zepiri wardgenaa momxmareblis winaSe. reklamis es saxe

Zalian efeqtiania, radgan informaciis gamavrceleblebi ga-

moiyurebian gacilebiT ufro sarwmunod. personalur rek-

lamas ewevian ufro avtoritetuli pirebi TavianT mimdev-

rebs Soris.

reklamis informaciis axal saSualebebs miekuTvneba

reklama telefaqsis, videotestebis, sakabelo televiziis

da radios, kompiuteruli qselis meSveobiT.

14.3 personaluri gayidvebi

marketinguli komunikaciis kompleqsis mniSvnelovani

elementia personaluri gayidvebi. isini ganekuTvnebian

pirdapiri marketingis saxes. personaluri gayidva zepiri

wardgenaa saqonlze saubrisas erT an ramdenime potenciuri

momxmareblisaTvis gayidvis ganxorcielebis mizniT. perso-

naluri (piradi) gayidva iTvaliswinebs uSualo kontaqts

erT personalur myidvelTan (an jgufTan) saqonlis prezen-

taciis gziT SekveTis miRebis mizniT, zogierT SemTxvevaSi

ki pirdapiri miyidvis mizniT. aseT situacias aqvs adgili,

rodesac firmis (kompaniis) warmomadgeneli uTanxmdeba Sex-

vedraze personalur klients, midis mis ofisSi da persona-

lurad warudgens mas Tavisi kompaniis produqts. persona-

luri gayidvebi produqtis realizaciis gazrdis yvelaze

efeqtiani xerxia, ramdenadac profesiulad momzadebuli

310

gamyidveli yvelaze karg warmodgenas uqmnis klients mwar-

moeblisa da produqtis Sesaxeb, magram sakmaod ZviradRire-

bulia, ramdenadac moiTxovs gamyidvelebis SerCevas, maT

momzadebas, gadaadgilebis xarjebis dafarvas. igi yvelaze

efeqtiania yidvis procesis TiTqmis yvela stadiaze rogo-

ricaa samomxmareblo rCevisa da darwmunebis formirebis

stadia, uSualod yidva-gayidvis aqtis ganxorcielebis sta-

dia da sxva.

reklamasTan SedarebiT personaluri gayidvebis teq-

nikisaTvis niSandoblivia gansazRvruli, mxolod misTvis

damaxasiaTebeli Tvisebebi. magaliTad, igi xels uwyobs sxva-

dasxva urTierTobebis damyarebas — formaluridan (gamyid-

veli da myidveli) mtkice megobrobamde. gamyidveli cdi-

lobs klientTan daamyaros ndobis kontaqti, ris Semdegac

myidvels uCndeba movaleobis grZnoba masTan warmoebuli

saubris gamo, yuri daugdos, reagireba moaxdinos, Tundac

es reaqciebi dakavSirebuli iyos Tavazian madlierebasTan.

personaluri gayidva yvelaze ZviradRirebuli meTo-

dia firmis mier gamoyenebuli zemoqmedebebidan. piradi ga-

yidvebis efeqtianoba gansxvavebulia samomxmareblo da sa-

warmoo daniSnulebis saqonlis bazrebis mixedviT. samomxma-

reblo saqonlis mwarmoebeli firmebi, romlebic awarmoeben

samomxmareblo saqonels, Cveulebriv xarjaven fulad sax-

srebs reklamaze, da amis Semdeg piradi gayidvebis organiza-

ciaze. sawarmoo daniSnulebis saqonlis mwarmoebeli firma,

piriqiT, gamoyofs fuladi saxsrebis mniSvnelovan nawils

piradi gayidvebis organizaciaze, xolo fuladi saSualebe-

bis darCenil nawils xarjavs gasaRebis stimulirebaze, rek-

lamaze da sazogadoebasTan urTierTobaze (PR).

14.4 sazogadoebasTan urTierTobebi

,,pablik rileiSnz” (PR) niSnavs ,,sazogadoebasTan urTier-

Tobas”. masSi igulisxmeba firmis saqmianoba sazogadoebas-

Tan, aucilebel socialur garemosTan kavSiris dasamyareb-

lad sazogadoebrivi azris formirebis mizniT, e.i. sazoga-

doebrivi azris organizacia sawarmos (firmis) ufro warma-

tebuli funqcionirebisa da misi reputaciis amaRlebis miz-

niT. es aris urTierTobis xelovneba sazogadoebriv struq-

311

turebsa da moqalaqeebs Soris mTeli sazogadoebis intere-

sebidan gamomdinare.

cneba ,,sazogadoebrioba” aerTianebs Semdeg jgufebs:

• adgilobrivi mcxovreblebi;

• potenciuri momxmareblebi;

• firmis mosamsaxureebi;

• mimwodeblebi;

• safinanso bazris warmomadgenlebi;

• distributorebi;

• momxmareblebi da sargeblobis uflebis mqone pire-

bi;

• sazogadoebrivi azris Semqmnelebi an liderebi.

sazogadoebasTan urTierTobis (PR) amocanebia:

� firmis imijis formireba;

� firmis kavSiris uzrunvelyofa masobrivi informa-

ciis saSualebebTan;

� muSaoba mosaxleobasTan;

� muSaoba sazogadoebriv organizaciebTan;

� muSaoba partniorebTan da konkurentebTan;

� sazogadoebriobis informireba;

� sazogadoebrivi azris zondireba;

� sazogadoebrivi azris monitoringi;

� warmomadgenlobiTi saqmianoba;

� konfliqtebis profilaqtika;

� firmis ,,megobarTa wris” formireba;

� firmis krizisis daZleva;

� sponsoroba.

menejmentsa da marketingSi sazogadoebasTan urTier-

Tobis rolsa da adgils naTlad warmogvidgens Semdegi sqema

(nax. 14.5).

rogorc sqemidan Cans mWidro urTierTdamokidebu-

leba da urTierTkavSiri arsebobs sazogadoebasTan urTi-

erTobas, marketingsa da menejments Soris. amasTan ar arse-

bobs maT Soris ierarqiuli daqvemdebarebis damokidebule-

ba. menejmenti sazogadoebasTan urTierTobis winaSe ayenebs

saerTo da konkretul amocanebs, romlebic ukavSirdebian

firmis saqmianobis gansazRvrul periodebs, uzrunvelyo-

fen organizaciisa da marTvis procesis erTianobas.

312

marketingi sazogadoebasTan urTierTobas aniWebs gansa-

kuTrebul mniSvnelobas firmis saqmianobis saboloo miznis

misaRwevad — maqsimalurad SesaZlebeli mogebis miReba. PR-i

marketingTan damokidebulebaSi TamaSobs dazvervis rols,

romelic mowodebulia placdarmis mosamzadeblad, Sem-

dgomSi marketinguli saqmianobis warmatebiT gasaSlelad.

nax. 14.5 kavSirurTierToba sazogadoebasTan

sazogadoebasTan urTierTobis rogorc saSualebebi,

aseve meTodebi arsebiTad gansxvavdebian marketingis Sesaba-

misi instrumentebisagan. ase magaliTad, marketinguli rek-

lamisagan gansxvavebiT sazogadoebasTan urTierTobis Ro-

nisZiebebi:

� tardeba, rogorc wesi, Cumad da SeumCnevlad;

� gaTvlilia ara pirdapir efeqtze, aramed xangrZliv

moqmedebaze;

� tardeba ara ,,aq da axlave”, aramed mniSvnelovani pe-

riodis ganmavlobaSi sxvadasxva adgilebSi;

� ar ukavSirdeba, iSviaTi gamonaklisis garda, gansaz-

Rvrul saqonels da misi bazarze gamotanis auci-

leblobas;

313

� amitom isini ,,ikvebebian” sxvadasxva dafinansebis

wyaroebidan: reklama — saqonlis marketingis xar-

jTaRricxviT, xolo PR — firmis ganviTarebis fon-

didan;

� iyeneben tradiciul sareklamo xerxebs mxolod

SezRudulad;

� maTi dagegmva, organizacia da marTva xorcieldeba

firmis xelmZRvanelobis da ara marketingis samsa-

xuris mier.

sazogadoebasTan urTierTobis ZiriTadi obieqtebia:

• mosaxleoba;

• momxmareblebi;

• sabazro garemo;

• sazogadoebrivi organizaciebi;

• marTvis saxelmwifo da adgilobrivi organoebi;

• masobrivi informaciis saSualebebi;

• personali da ,,firmis megobrebi”.

sazogadoebasTan urTierTobis saSualebebi SeiZleba

daiyos sam did jgufad:

– verbaluri;

— araverbaluri;

— damxmare.

verbaluri, e. i. metyvelebiTi saSualebebi ZiriTadia,

romlebic uzrunvelyofen sazogadoebisaTvis misawodebeli

ZiriTadi azris mokled, zustad da gasagebad gadmocemas.

verbaluri saSualebebi unda pasuxobdnen Semdeg moTxov-

nebs:

� Seicavdes aucilebel masalas;

� misi saTanado saxiT gadmocema;

� sworad unda iqnes adresirebuli;

� zustad unda iqnes orientirebuli adgilisa da

drois mixedviT.

verbaluri saSualebebi SeiZleba iyos rogorc zepiri,

aseve werilobiTi. sazogadoebis winaSe zepir gamosvlebs

SeuZliaT Semdegi amocanebis gadaWra:

� auditoriis informireba firmis saqmianobis Sesa-

xeb;

� auditoriis kavSiris organizeba firmasTan;

314

� saqonlis win wawevisaTvis xelis Sewyoba;

� novaciis uzrunvelyofa.

teqstobrivi masala SeiZleba gadacemuli iqnes Semde-

gi formiT:

� prezentaciaze gamosasvlelad:

� pres-relizi (an nius – relizi): � sareklamo teqsti;

� saqonlis aRweriloba;

� analitikuri masala;

� werilebi masobrivi informaciis saSualebebisaT-

vis;

� reportaJisaTvis;

� narkvevisa da esses saxiT.

araverbalur saSualebebSi igulisxmeba: Jestebi, gamom-

svlelis sxeulis mdgomareobis cvlileba, misi garegnobis Ta-

viseburebebi da a. S.

araverbaluri saSualebis gamoyenebis mniSvneloba ga-

nisazRvreba imiT, rom arametyvelebiTi gziT gadaecema ga-

dasacemi informaciis naxevarze meti, maSin rodesac verba-

luri gziT gadaecema — 10%-ze naklebi.

sazogadoebasTan urTierTobis mTavari amocanaa fir-

mis pablisitisa da imijis formireba.

pablisiti aris firmis garegnuli saxe. es aris is, Tu

rogor warsdgeba firma gare samyaros winaSe.

termini ,,pablisiti” gamoiyeneba ori mniSvnelobiT.

pirveli, es aris sajarooba, cnobadoba, popularoba. meore,

Tu mxedvelobaSia misaRebi sawarmos (firmis) marketinguli

sistema, es aris saqonelze (momsaxurebaze) moTxovnis upi-

rovno stimulireba an saqmianoba gamoqveynebis (gazeTSi) sa-

SualebiT an sasurveli prezentaciis miReba radioSi, tele-

viziaSi, an scenaze, romlebic ar anazRaurdeba garkveuli

sponsoris mier.

pablisitis miznebi miiRweva upiratesad masobrivi in-

formaciis saSualebebiT.

firmis imiji aris firmis saxe, reputacia, sazogadoe-

bis, momxmareblebisa da klientebis Sexeduleba firmis

315

prestiJis, misi saqonlisa da momsaxurebis Sesaxeb (prof. g.

SublaZe).1

kargi imijis Seqmna erT-erTi sakvanZo rgolia bazarze

firmis saqonlis win wawevis, konkurenciul brZolaSi upira-

tesobis miRwevisaTvis. gamoyofen firmis imijs, markis

imijs, saqonlis imijs.

pablisiti da firmis imiji ganuyoflad arian dakavSi-

rebuli erTmaneTTan da maTi uzrunvelyofa xdeba erTi da

igive moqmedebebis ganxorcielebiT. es moqmedebebi pirobi-

Tad SeiZleba daiyos damoukidebeli azris mqone RonisZiebe-

bis or did jgufad:

� RonisZiebebi, romlebic uzrunvelyofen firmis or-

ganizaciuli kulturisa da stilis formirebas;

� specialuri (miznobrivi) RonisZiebebi;

firmis organizaciuli kulturisa da stilis for-

mirebis RonisZiebebi qmnian:

• TanamSromelTa garegnul saxes;

• sistemur dizains;

• safirmo stils.

sazogadoebasTan urTierTobis specialuri (miznob-

rivi) RonisZiebebis saxiT gamoiyeneba:

• prezentaciebi;

• ceremoniebi da aqciebi;

• konferenciebi;

• Sexvedrebi;

• Ria karis dReebi;

• mrgvali magidebi;

• gamofenebi da bazrobebi;

• RirsSesaniSnavi TariRebi;

• miReba da sxva RonisZiebebi.

pablisitis strategiis SerCva iwyeba moTxovnilebebi-

sa da SesaZleblobebis realuri SefasebiT, rogorc emociu-

ri, aseve praqtikuli TvalsazrisiT. PR — kampaniis momzade-

bisas yvelaze efeqtiani pablisitis misaRwevad aqtiurad

iyeneben Sesabamis RonisZiebebs.

1 marketingi, dasax. wigni, gv. 285

316

firmis saqonlis pablisitis dasamuSaveblad saWiroa

geografiuli Taviseburebebis gaTvaliswineba. TiToeul

saqonels (momsaxurebas) gaaCnia gavrcelebis bunebrivi saz-

Rvrebi. es sazRvrebi SeiZleba iyos adgilobrivi (regionu-

li), erovnuli an saerTaSoriso. sazRvrad SeiZleba miCneu-

li iqnes sawarmos (firmis) teritoriis da potenciuri mom-

xmareblebis sacxovrebeli adgili. amasTan did mniSvneloba

eniWeba klimatur pirobebs, saWiroa daculi iqnes pablisi-

tis masStaburoba: Tu pablisiti tardeba erovnuli masSta-

biT, saWiro ar aris informaciis dublireba adgilobriv ba-

zarze. magram amasTan aucilebelia imis mxedvelobaSi miRe-

ba, rom pablisitis formirebisaTvis gaweuli Zalisxmevis

didi nawili saqmianobis sferos sazRvris miRma ixarjeba

amaod. Tu saqmianobis masStabebi regionulia an erovnuli,

maSin pablisitis kampania unda Seesabamebodes maT. am Sem-

TxvevaSi ukeTesia konsultireba gayidvebis samsaxurTan da-

zustebis TvalsazrisiT, Tu romeli raionebi saWiroeben

gansakuTrebul yuradRebas.

TiToeul saqonels (momsaxurebas) yavs Tavisi momxma-

rebeli. pablisitis kampaniis dagegmvisa da sainformacio mi-

marTvebis Sedgenis dros saWiroa momxmarebelTa yvela jgu-

fis interesebis gaTvaliswineba. arsebobs momxmarebelTa

mravali jgufebi gansakuTrebuli interesebiT: mecnierebi,

xelovnebis moRvaweebi, pensionerebi, mogzaurebi, damsveneb-

lebi da a.S. amitom racionaluria bazarze saqonlis win wawe-

va ara erTi, aramed potenciuri momxmareblebis ramdenime

jgufisaTvis, rac Tavis mxriv moiTxovs. pablisitis gegmis

damuSavebas Sesabamisi prioritetebis gamoyofiT.

pablisitis kampaniis dawyebisas an programis momzade-

bisas saWiroa zustad ganisazRvros rogori informacia ar-

sebobs: faqtebi, axali ambebi, firmis istoria, saqoneli. es

SeiZleba iyos informacia adamianebis samaxsovro TariRe-

bis, axali winadadebebis, vaWrobis organizaciis, origina-

luri Canafiqris, axali personalis mozidvis Sesaxeb. mom-

xmarebelTa yuradRebis mipyroba SeiZleba cnobili pirovne-

bebis saqonliT dainteresebis demonstrirebiT. Tu saqone-

li iwarmoeba istoriul adgilas, maSin es yvelaze xelsayre-

lia pablisitis aqciis Casatareblad.

pablisitis kampaniis Catarebis win aucilebelia saqon-

lis profesiuli suraTebis gakeTeba, saintereso da cnobi-

317

li adamianebis mier gansakuTrebul situaciebSi maTi gamo-

yenebis ukeTesad Cveneba. saqonlis aseTi specialuri foto-

ebi TvalsaCinos xdis mis Rirsebebs rogorc Cveulebriv mom-

xmareblisaTvis, aseve profesionalebisaTvis.

rogorc wesi, igegmeba saxeobrivi Cvenebebi (fotosu-

raTebi, produqciis nimuSebi, sademonstracio modelebi),

romlebsac SeuZliaT interviu gaxadon ufro damajerebeli

da saintereso. SeiZleba werilobiT mimarTva radio da te-

leviziis interviuerebisaTvis, firmis warmomadgenlebTan

Sexvedris SeTavazebis mizniT, rac bunebrivia gaafarTovebs

sainformacio vels.

pablisitis programa unda iyos kargad mofiqrebuli,

gamarTuli eniT dawerili, logikuri, unda SeeZlos Zlieri

STabeWdilebis moxdena, realuri, moqnili da a.S.

pablisitis gegma gulisxmobs, upirveles yovlisa, miz-

nis gansazRvras da Semdeg informaciuli saSualebis SerCe-

vas, romelsac gaaCnia farTo auditoria da didi tiraJi. au-

cilebelia myidvelebis mozidva aqciebiT, konkursebiT, pre-

zentaciebiT, romlebic tardeba masobrivi sainformacio sa-

Sualebebis daxmarebiT an gayidvis adgilebze. SeiZleba aseve

latariis gaTamaSeba. mizanSewonilia agreTve broSurebis ga-

moSveba saqonlis gamoyenebis Sesaxeb, televiziisa da radio-

saTvis programis organizeba, pres-relizis gamoSveba, romle-

bic Seicaven informacias saqonlisa da misi gamoyenebis Se-

fuTvis Sesaxeb da a. S.

sazogadoebasTan urTierTobis umniSvnelovanesi amo-

canebia sazogadoebis informireba biznesis axali Sedegebi-

sa da siaxleebis Sesaxeb, siaxleebis demonstracia saqmian

Sexvedrebze, konferenciebze, lanCze komunikaciuri teqni-

kis gamoyenebiT. mizanSewonilia firmebSi Seiqmnas gansaz-

Rvruli pres-centrebi, moewyos gamofenebi. gamofenebs Tan

axlavs ormagi efeqti: produqciis demonstracia da perso-

naluri kontaqtebi. amitom saWiroa gamofenebis gulmodgi-

nebiT dagegmva sareklamo kampaniisa da PR — aqciis miznebi-

dan gamomdinare, Temis SerCeva, ganlageba da proeqtireba.

miznis SerCevis dros ZiriTad amocanad dasaxuli unda

iqnes arsebuli momxmareblis SenarCuneba da potenciuri

momxmareblis mozidva (cxrili 14.3).

318

cxrili 14.3.

miznebis klasifikacia momxmarebelTa SenarCunebisa da mozidvisaTvis

momxmarebelTa

kategoriebi

gayidvis mizani sawarmos (firmis)

mizani

arsebuli

momxmareblebi

kavSiris SenarCuneba.

informireba,

Setyobinebis gadacema.

damatebiTi gayidvebis

stimulireba

imijis dacva,

produqciis aprobacia

(gamocda).

kompetenturi

adamianebis mozidva.

saqonlis farTo

eqspozicia

potencuiri

momxmareblebi

kontaqtebi prospeqtebis

daxmarebiT. saWiroebebis

gansazRvra. informaciis

gadacema. kavSiri

Semdgomi kontaqtisa an

gayidvisaTvis

imijis Seqmna.

produqciis aprobacia

(gamocda).

kompetenturi

adamianebis mozidva

sazogadoebasTan urTierTobas Tan axlavs negatiuri

momentebic, romlebic dakavSirebulia sazogadoebaSi miRe-

buli qcevis normebis darRvevasTan an magaliTad, presaSi

gamoqveynebuli cnoba firmis saqmianobis Sedegad gare gare-

mos dabinZurebis Sesaxeb. momxmareblis fsiqologiaSi xSi-

rad firmis uaryofiTi pablisitis gadatana xdeba mis pro-

duqtze. es imas niSnavs, rom yovelTvis aucilebelia Sem-

Txvevis gaTvaliswineba, romelsac gaaCnia negatiuri gavle-

na firmis imijze, amitom PR — is specialistma maqsimaluri

Zalixmevis gamoyenebiT unda SesZlos uaryofiTi efeqtis mi-

nimumamde dayvana.

maSasadame sazogadoebaTan urTierTobis samsaxurma

unda uzrunvelyos:

— presasTan urTierToba;

— produqtis sajarooba;

— sazogadoebasTan urTierToba;

— lobireba (urTierTobebis Seqmna—SenarCuneba kanon-

mdeblebTan da samTavrobo warmomadgenlebTan);

— investorebTan urTierToba;

319

— sazogadoebrivi urTierTobebi donorebsa da arako-

merciuli organizaciis wevrebTan finansuri an ne-

bayoflobiTi mxardaWeris mopovebis mizniT.

sazogadoebasTan urTierTobebi (PR) Serwymuli unda

iyos stimulirebis sxva formebTan firmis integrirebuli

marketinguli komunikaciebis mTliani Zalisxmevis fargleb-

Si.

14.5 gasaRebis stimulireba

gasaRebis stimulireba (sales promucion) marketin-

guli komunikaciis kompleqsis erT-erTi umniSvnelovanesi

elementia. marketinguli komunikaciis kompleqss stimuli-

rebis kompleqssac uwodeben, romelic moicavs firmis ko-

munikaciebs SuamavlebTan, momxmareblebTan, sakontaqto au-

ditoriasTan.

stimulirebaSi igulisxmeba im saSualebebis erTobli-

oba, romelTac sawarmo (firma) iyenebs saqonlis win wawevis

mizniT misi samomxmareblo Tvisebebis Sesaxeb monacemebis

gasavrceleblad da mis RirsebebSi miznobrivi momxmareble-

bis dasarwmuneblad.

stimulirebis ZiriTadi saSualebebia: gasaRebis sti-

mulireba, reklama, propaganda da personaluri gayidva.

marketingis amocanebis gadawyveta mxolod klasikuri

reklamis saSualebiT xSirad arasakmarisia. amitom aqtiurad

gamoiyeneba saqonlis win wawevis iseTi instrumenti rogori-

caa gasaRebis stimulireba.

gasaRebis stimulireba aris waxalisebis RonisZieba-

Ta sistema, romelic mimarTulia saqonlis realizaciis mo-

culobebis gadidebaze. igi moicavs: momxmarebelTa stimu-

lirebas, gayidvebis stimulirebas da sawarmos savaWro per-

sonalis stimulirebas.

gasaRebis stimulireba saqmianobis specialuri saxea.

stimulirebis mizania bazris damatebiTi wilis dapyroba da

dakaveba, saqonlis yidvis an gayidvis waxalisebisaTvis biZ-

gis mimcemi RonisZiebebis gamoyeneba, bazris mxridan Zlieri

da operatiuli sapasuxo reaqciis gamosawvevad myidvelebis

mozidvis mizniT.

gasaRebis stimulirebis procesSi gamoyenebuli saSua-

lebebi mravalferovania, romelTa saerTo niSan-Tvisebebia:

320

— mimzidveloba da informaciuloba;

— saqonlis yidvis survilis aRZvra;

— miwveva saqonlis sayidlad.

stimulirebis saSualebebis struqturis ganmsazRvre-

li faqtorebia: sasaqonlo bazris tipi, saqonlis gayidvis

strategia, saqonlis SesaZenad myidvelTa mzadyofnis xaris-

xi, saqonlis sasicocxlo cikli.

gasaRebis stimulirebis obieqtebia:

� momxmareblebi (saboloo myidvelebi);

� vaWrobis sferos muSakebi (sacalo da biTumad mo-

vaWreebi);

� biznes myidvelebi (biznesis stimulireba);

� sakuTari savaWro personali (gayidvebis persona-

lis stimulireba).

momxmarebelTa stimulirebisTvis gamoiyeneba Semdegi

konkretuli saSualebebi da xerxebi:

• nimuSebis gavrceleba;

• kuponebi;

• SefuTva SeRavaTian fasebSi;

• premiebi;

• CasarTveli talonebi;

• konkursebi;

• eqspoziciebi;

• demonstraciebi.

nimuSebis gavrcelebiT momxmareblis stimulireba

axali saqonlis misTvis SeTavazebis yvelaze ZviradRirebu-

li da efeqtiani xerxia. nimuSebi, rogorc wesi, vrceldeba

ufasod.

kuponi sertifikatia, romelic konkretuli saqonlis

yidvis procesSi mis mflobels aZlevs winaswar SeTanxmebu-

li ekonomiis miRebis SesaZleblobas.

SefuTva SeRavaTian fasSi Tavisi SinaarsiT momxma-

reblisaTvis Cveulebriv fasTan SedarebiT naklebi fasis Se-

Tavazebaa gansazRvruli pirobiT. informacia am pirobebze

Tavsdeba etiketze an saqonlis safuTavze.

premiaSi, rogorc gasaRebis stimulirebis saSualeba-

Si, igulisxmeba saqoneli, romelic sakmaod iaf fasSi an ufa-

sod daerTvis sxva saqonels waxalisebis saxiT. premiis rol-

321

Si SeiZleba gamovides TviTon SefuTvac, Tu is mravaljera-

di gamoyenebisaa.

CasarTveli talonebi premiis specifikuri saxea, ro-

melic miecemaT momxmareblebs saqonlis yidvis procesSi.

maT SeuZliaT isini gacvalon saqonelze specialur gam-

cvlel punqtebSi.

konkursebi ewyoba momxmarebelTa mozidvis mizniT.

winaswar gamocxaddeba konkursis pirobebi, romelTa sauke-

Tesod Semsrulebelni specialuri Jiuris gadawyvetilebiT

jildovdebian sxvadasxva saxis premiiT.

konkursebi momxmareblebs saSualebas aZlevs moigon

naRdi fuli, mogzauroba da sxvadasxdva saqoneli sakuTari

iRblisa Tu Zalisxmevis wyalobiT.

eqspozociebi da demonstraciebi ewyoba saqonlis ga-

yidvis adgilebze am mizniT specialurad damzadebuli saSu-

alebebis, firniSebis, plakatebis gamoyenebiT. maTi mowyobis

mizania momxmareblis daintereseba saqonlis SesyidviT.

CaTvla gulisxmobs saqonlis pirobiTi erTeulis fas-

ze daTmobis SeTavazebas drois gansazRvrul monakveTSi mi-

si yidvis SemTxvevaSi.

mwarmoeblebis mier gayidvis stimulirebisaTvis gaweu-

li xarjebidan, sacalo da biTumad movaWreebis stimulireba-

ze gacilebiT meti modis (78 %), vidre uSualod momxmarebleb-

ze (22 %).

vaWrobis stimulirebis saSualebebia: konkursebi,

premiebi, gamofenebi, ufaso saqoneli da a.S.

biznesis stimulirebis saSualebebi. gamoiyeneba biz-

nesis marTvis procesSi yidvis stimulirebis, myidvelTa da-

jildovebisa da realizatorTaTvis motivaciis Seqmnis miz-

niT. biznesis stimulirebis saSualebebia: savaWro Sou, ga-

yidvebis konkursebi da stimulirebis is saSualebebi, rom-

lebic gamoiyeneba momxmarebelTa da vaWrobis stimulirebi-

saTvis.

vaWrobisa da firmis sakuTari personalis gayidvebis

stimulireba moicavs waxalisebis mravalferovan saSuale-

bebs: sxvadasxva saxis premias, konkurssa da konferencias.

maTi mizani ar aris mxolod sakuTari savaWro personalis

Zalisxmevis amaRleba saqonlis realizaciis procesSi. isini

uzrunvelyofen agreTve TanamSromlebSi sawarmosadmi da-

debiTi damokidebulebis Camoyalibebas.

322

aRniSnuli stimulirebis saSualebebidan TiToeuls

bevri unikaluri Tviseba gaaCnia. isini izidaven momxmare-

belTa yuradRebas da SesyidvisaTvs qmnian Zlier wamaxali-

sebel stimulebs. maTi gamoyeneba xels uwyobs gayidvebis

maCveneblebis gazrdas. gayidvis stimulirebis efeqtebi,

xSirad, moklevadiania. igi reklamisa da personaluri gayid-

vebisagan gansxvavebiT, ar aris efeqtiani brendis grZelva-

dian upiratesobaTa SeqmnisaTvis.

gasaRebis stimulirebis saSualebebis SerCevis safuZ-

velze muSavdeba sawarmos (firmis) gasaRebis stimulirebis

programa. gayidvis stimulirebis programis Seqmnisas, Tav-

dapirvelad, unda ganisazRvros visze iqneba mimarTuli sti-

mulirebis RonisZiebebi (momxmareblebze, saqmian partnio-

rebze an distributorebze, maT Soris savaWro personalze)

da romeli stimulirebis saSualebebiT iqneba isini ganxor-

cielebuli. amasTan ganisazRvreba stimulirebis RonisZie-

bebis Catarebis intensiuroba, stimulebis gamoyenebis piro-

bebi, gasaRebis stimulirebis RonisZiebebis Casatarebeli

periodebi da biujeti. stimulirebis programis realizaci-

is uzrunvelyofas firma axorcielebs rogorc sakuTari ga-

saRebis samsaxuris, aseve im firmebis meSveobiT, romelTa

saqmianobac gasaRebazea specializebuli da kargad ician

reklamirebis meTodebi da saSualebebi.

informaciuli teqnologiebis ganviTarebam, inter-

netma arsebiTad Secvala produqtis gayidvis stimulirebis

tradiciuli formebi da saSualebebi, xeli Seuwyo savaWro

qselis gafarToebas da safuZveli Cauyara onlain - momsaxu-

rebas.

323

Tavi 15. internet-marketingi

15.1. interneti da misi roli marketingis ganviTa-rebaSi

ukanasknelma teqnologiurma miRwevebma, kerZod kom-

piuteruli teqnologiebis ganviTarebam, gansakuTrebiT in-

ternetis farTo gamoyenebam, Seqmna e.w. axali ekonomika. mi-

uxedavad imisa, rom bolo wlebSi, amasTan dakavSirebiT far-

To debatebi mimdinareobda, Zalian bevri iTavisebs im azrs,

rom interneti da sxva axali teqnologiebi firmis mTlian da

maT Soris marketingul saqmianobasa da momxmarebelze mniSvne-

lovan gavlenas axdenen. warsulSi arsebuli bevri tradiciu-

li marketinguli strategia da taqtika — masobrivi marketin-

gi, produqciis standartizacia, mediareklamireba, vaWroba

maRaziebis saSualebiT da sxva e. w. Zvel ekonomikaze iyo morge-

buli. aseTi strategia da taqtika axali ekonomikis pirobebSic

mniSvnelovania; Tumca, marketingis samsaxurebs iseTi axali

strategiebisa da praqtikis ganviTarebac mouwevT, romlebic

dRevandel axal garemos ukeTesad moergeba.

saerTaSoriso biznesis ganviTarebaSi mTavar rols Ta-

maSoben iseTi faqtorebi, rogorebicaa teqnologia, globa-

lizacia, garemos dacva da sxva. ganvixilaven oTx specifi-

kur Zalas, romlebic Seadgenen axali cifruli epoqis sa-

fuZvels (ix. nax 15.1):

nax. 15.1 Zalebi, romlebic monawileoben cifruli

epoqis formirebaSi

324

dijitalizacia da dakavSirebis unari, internetis

`afeTqeba”, SuamavalTa axali tipebi, myidvelze morgeba

(customization) da myidvelze delegireba (castomerization) cifru-

li (eleqtronuli) epoqis gzavnilebia.

warsulSi bevri mowyobiloba da sistema — satelefono

sistemebi, majis saaTebi, audio-video aparatura, sawarmoo

procesebis marTvisa da kontrolis sistemebi — analoguri

informaciiT operirebda. analogiuri informacia ganuw-

yvetliv icvleba fizikuri aRgznebis adekvaturad. dRes,

Tanamedrove mowyobilobebisa da sistemebis umravlesoba

cifrul informaciaze muSaobs, romelic warmoadgens nule-

bisa da erTianebis nakads, anu bitebs. teqsti, monacemebi,

bgera da gamosaxuleba bitebis nakadad SeiZleba gardaiq-

mnas. magaliTad, leptopi Tavis aTasobiT programaSi bite-

biT manipulirebs. programuli uzrunvelyofa Seicavs cif-

rul informacias operaciuli sistemebis, kompiuteruli

TamaSebis, sainformacio sacavebisa Tu sxva daniSnulebisaT-

vis.

erTi mowyobilobidan an adgilidan meoreze informa-

ciis bitebis saxiT gadacema moiTxovs dakavSirebis unars —

satelekomunikacio qsels. dRes msoflio biznesis udidesi

nawili qselebiT imarTeba, romlebic momxmareblebs (sazo-

gadoebas) da firmebs akavSirebs erTmaneTTan. intraneti

aris qseli, romelic firmis SigniT TanamSromlebs akavSi-

rebs erTmaneTTan da agreTve firmis qselTan. eqstraneti

aris qseli, romelic firmas akavSirebs Tavis mimwodeblebsa

da distributorebTan. da bolos, interneti aris farTo sa-

zogadoebrivi qseli — kompiuteruli qselebis erToblioba,

romelic erTmaneTTan akavSirebs yvela kategoriis momxma-

rebels mTels msoflioSi da qmnis uzarmazar `informaciul

saTavsos”. interneti aris erTi didi `sainformacio magis-

trali”, romelsac SeuZlia erTi adgilidan meoreze infor-

maciis saocari siswrafiT gadacema.

msoflio sainformacio qselisa (World Wide Web) da veb-

brauzerebis (Web browsers) SeqmniT, 1990-ian wlebSi interne-

ti ubralo sakomunikacio iaraRidan revoluciur teqnolo-

giaSi gadaizarda. XX saukunis bolo aTwleulis ganmavloba-

Si, internet-momxmareblebis raodenoba msoflioSi mniSvne-

lovnad gaizarda. 2003 wlis damdegs, internetis SeRwevado-

325

bam aSS-Si 67%-s miaRwia. axla internets 160 mln-ze meti ada-

miani iyenebs. yovelTviurad, 2 mln-ze meti amerikeli pirve-

lad iwyebs internetiT sargeblobas.

2000 wlisaTvis, dot-com-ebiT sargeblobam, praqtiku-

lad, kraxi ganicada, ramac teqnologiuri danaxarjebis

ukusvla gamoiwvia. miuxedavad amisa, gamokvleva cxadyofs,

rom internetiT sargebloba msoflios mosaxleobis mier

calsaxad moimatebs. amasTanave, gaizrdeba swrafi interne-

tis momxmarebelTa ricxvi. uaxlesma gamokvlevebma aCvena,

rom aSS-s ojaxebis 31 procenti internetSi CarTulia ma-

RalsiCqariani, farTozoliani kavSirebis saSualebiT.

msoflioSi internetis gamoyenebis zrdam gamoiwvia e.w.

axali ekonomikis formireba. interneti axali aTaswleulis

revoluciuri teqnologiaa, romelic aZlierebs momxmareble-

bisa da biznesis urTierTkavSirs. axali ekonomikis TiTqmis

yvela inovacias Soris, romelTac bolo aTwleulSi iCines Ta-

vi, internetma yvelaze mniSvnelovani, sxvagvarad rom vTqvaT,

`saukeTeso mxardamWeris” roli Seasrula. interneti momxma-

reblebsa da firmebs saSualebas aZlevs, ,,Tagvis’’ erTi `dawka-

punebiT~, moipovon da gaiziaron uzarmazari moculobis in-

formacia.

ukanasknelma gamokvlevebma cxadyo, rom momxmareble-

bi mniSvnelovani cxovrebiseuli gadawyvetilebebis miRe-

bamde, informacias internetis meSveobiT moipoveben. yove-

li sami momxmareblidan erTi maqsimalurad eyrdnoba inter-

netis informacias iseT qmedebaTa ganxorcielebisas, rogo-

ricaa skolis SerCeva, manqanis yidva, samsaxuris moZebna,

avadmyofobis dadgena Tu investiciebTan dakavSirebuli ga-

dawyvetilebebis miReba. saSualod aSS-Si, internetis mom-

xmarebeli veb-s saxlidan TveSi 30-jer stumrobs, xolo sam-

saxuridan — TveSi 66-jer, TiToeuli aseTi viziti ki 30 wuTi

grZeldeba. amdenad, dRevandel bazrebze konkurentunaria-

nobis SesanarCuneblad, firmebma unda aiTvison internet-

teqnologiebi; winaaRmdeg SemTxvevaSi, isini TamaSgare

mdgomareobaSi aRmoCndebian.

axalma teqnologiebma aTasobiT indmewarme (biznesme-

ni) da firma internet-kompaniebis anu e.w. dot-com-ebis Seq-

mnamde miiyvana im imediT, rom oqros sabados miagnebdnen.

pirveli internet-kompaniebis (Amazon.com, Yahoo, Expedia da

sxva mravali) saocarma warmatebam bevri aRiarebuli firmis

326

(mwarmoeblisa da sacalo movaWris) SiSi gamoiwvia. magali-

Tad, Barnes&Noble, romelic wignebs mxolod sacalo maRazi-

ebSi yidda, sakmaod SeSfoTda Amazon.com-is saSualebiT wig-

nebis onlain-gayidvebis zrdiT; TviT udidesma samogzauro

saagentoebma SiSis TvaliT dauwyes yureba Web-ze momuSave

saagentoebs, rogorebic arian Expedia da Travelocity. maRaziaTa

qselebSi wignebiT, musikaluri produqciiT, yvavilebiTa Tu

sxva produqciiT sacalo movaWreebs, agreTve, samogzauro

saagentoebs, safondo birJis brokerebsa da manqanebis dile-

rebs realuri safiqrali miecaT, radganac konkurentebma

TavianTi produqtebisa da momsaxurebis gayidvebi interne-

tis meSveobiT, arnaxulad gazardes. gaCnda realuri saf-

rTxe imisa, rom isini ugulebelyofilni iqnebodnen axali

eleqtromovaWreebis mier anu aRmoCndebodnen mniSvnelovani

procesebis miRma am axali tipis Suamavlobis gamo.

SuamavalTa axali tipebis formirebam da arxebiT ur-

TierTobebis axalma formebma firmebi aiZula gadaexedaT,

Tu rogor emsaxurebian isini TavianT bazrebs. Tavdapirve-

lad aRiarebuli, tradiciuli firmebi (magaliTad, Staples,

Barnes&Nobles, Merrill Hynch) ar Cqarobdnen im imediT, rom ag-

resiuli virtualuri (eleqtronuli komerciis) firmebis

xana male dasruldeboda. Tumca mogvianebiT, maT mainc mou-

wiaT gamofxizleba; Sedegad sakuTari `onlain~ — arxebis

Seqmna daiwyes da virtualur-tradiciul konkurentebad iq-

cnen. aRsaniSnavia, rom bevri virtualur-tradiciuli biz-

nes-moTamaSe Tavis virtualur konkurentze metad gaZlier-

da maSin, rodesac internetisaken mas swored am ukanasknelma

ubiZga. realurad, miuxedavad imisa, rom zogierTi mxolod

virtualuri firma dResac arsebobs da warmatebebsac aR-

wevs dRevandel bazarze, erT dros aRiarebulma bevrma

dot.com-ma (eToyes, Pets.com,Garden.com da Mothernature.com) kraxi

ganicada, mwiri momgebianobisa da aqciaTa fasis vardnis ga-

mo.

Zvelma ekonomikam mwarmoebeli firmebis irgvliv daiwyo

brunva, romlebmac ZiriTadad TavianTi warmoebis (biznesis),

produqtebisa da biznes-procesebis standartizaciaze moax-

dines koncentrireba. maT didi raodenobiT Tanxa Cades bren-

dis SeqmnaSi, sakuTari standartizebuli sabazro SeTavazebis

upiratesobis damtkicebis mizniT. mwarmoeblebs imedi hqon-

327

daT, rom standartizaciisa da brendingis meSveobiT gazrdid-

nen moTxovnas; aqedan gamomdinare, maT masStaburi ekonomikis

principebs mianiWes upiratesoba; aqtivebis samarTavad Seqmnes

mbrZaneblur-makontrolebel sistemebi, romlis saSualebi-

Tac biznesi manqanasaviT imarTeba.

sapirispirod, axali ekonomika sainformacio biznesis

irgvliv trialebs. informacias aqvs is upiratesoba, rom ad-

vilia misi diferencireba, morgeba, personifikacia da war-

moudgeneli siswrafiT qselSi gaSveba. internetisa da sxva da-

makavSirebeli teqnologiebis swrafi progresirebiT, firmebi

metad daxelovndnen individualur myidvelebsa da biznespar-

tniorebze (mimwodeblebi, distributorebi, sacalo movaWre-

ebi) informaciis mopovebaSi. sanacvlod, maT metad uwevT

TavianTi produqtebis, momsaxurebis Setyobinebebisa da me-

diis individualizeba.

magaliTad, Dell Computer-i myidvelebs saSualebas aZ-

levs, zustad gansazRvron, Tu ra surT TavianTi kompiute-

rebisgan da SerCeul modelebs maT sul ramdenime dReSi aw-

vdis. Reflect.com-is veb-gverdze, Procter&Gamble-i momxmareb-

lebs SesaZleblobas aZlevs, kiTxva-pasuxis saSualebiT, Ca-

moayalibon TavianTi moTxovnilebebi, magaliTad, SampunTan

dakavSirebiT, ris Semdegac, firma TiToeuli adamianisaTvis

Sampunis unikalur formulas qmnis.

myidvelze morgeba (Customization) gansxvavdeba myid-

velze delegirebisagan (castomerization). myidvelze morgeba

gulisxmobs mwarmoeblis mier iniciativis sakuTar Tavze

aRebas, raTa moxdes sabazro SeTavazebis momxmarebelze

morgeba. magaliTad, Levi’s-is warmomadgeneli iRebs zomebs

da ukve klientze morgebul jinsebs qarxanaSi keravs. myid-

velze delegirebisas firma dizainis Seqmnas individualur

myidvels andobs. magaliTad, jinsis myidvelebs SeuZliaT

Tavad aiRon zomebi da specifikuri niSnebi daamaton mo-

dels, kerZod, feradi naWris CanarTebi an sxva ram.

axal, cifrul epoqaSi biznesis warmoeba marketinguli

strategiisa da saqmianobis axal models moiTxovs. strate-

giis erT-erTi specialisti aRniSnavs: `axali teqnologie-

biT, kerZod ki internetiT waxalisebuli korporacia radi-

kalur transformacias ganicdis, rac sxva araferia, Tu ara

axali industriuli revolucia... am saukuneSi, gadarCenis

328

mizniT, menejerebs axali wesebis gacnobiereba uwevT. XXI sa-

ukunis korporacia unda Seeguos `menejments Web-is gav-

liT~.1 meore strategi ki dasZens: `interneti revoluciu-

rad cvlis im gzebs, romelTa saSualebiT Cven vagebT urTi-

erTobebs mimwodeblebsa da myidvelebTan, vqmniT maTTvis

faseulobebs da am procesebiT viRebT garkveul materia-

lur sargebels. sxvagvarad rom vTqvaT, es marketingis re-

voluciaa”.2 zogierTi strategi elodeba dRes, rodesac

yidva-gayidva firmebsa da myidvelebs Soris mTlianad pir-

dapiri eleqtronuli komunikaciebiT ganxorcieldeba.

axalma modelma fundamenturad Secvala myidvelze morge-

bis, siCqaris, fasis, produqtze informaciis Seqmnisa da

momsaxurebis cnebebi. momxmarebelTa es axleburi aRqma ne-

bismier biznesze axdens gavlenas. adarebs ra internetsa da

sxva axal marketingul teqnologiebTan Seguebas aeronavti-

kis pirvel dReebs, Amazon.com-is generaluri direqtori

jef bezo aRniSnavs: `es eleqtronuli komerciis Kitty Hawh-

is (Zveleburi TviTmfrinavis modeli) eraa.~3 yvelaze

frTxili winaswarmetyvelnic ki adastureben, rom momaval-

Si cifrul teqnologiebs biznes-strategiebze udidesi ze-

gavlena eqneba. faqtia, rom dRes marketingi warmoadgens

Zveli da axali ekonomikuri azrovnebisa da qmedebebis na-

zavs. firmebs metwilad sWirdebaT im unarebisa da praqtikis

SenarCuneba, romlebiTac warsulSi xelmZRvanelobdnen. mag-

ram maT aseve dasWirdebaT axali kompetenciebisa da norme-

bis SeTvisebac axal garemo pirobebSi ganviTarebis da warma-

tebis miRwevis mizniT. firmis axali strategiis Camoyalibe-

baSi marketingma wamyvani roli unda Seasrulos.

1 John A. Byrne ,,Management by the Web,” Business Week, August 28, 2000, p.p.

84-96. 2 Alan Mitchell ,,Internet Zoo Spawns New usiness Models”, Marketing Week,

January 21, 1999, pp. 24-25. Also see Philip Kotler, Marketing Moves: A new Approach to profits, Growth, and Renewal (boston: Harvard Business school Press, 2002).

3 g. armstrongi, f. kotleri. marketingis safuZveli, Tb., 2006, gv.

591.

329

15.2. eleqtronuli vaWroba

eleqtronuli biznesi gulisxmobs firmis biznesis

warmarTvas eleqtronuli platformis — intranetis, eq-

stranetisa da internetis gamoyenebiT. interneti da sxva

axali teqnologiebi firmas exmareba biznesis ufro swrafad

da xarisxianad marTvaSi, ufro xangrZlivad da ufro did

sivrceze.

firmis umravlesobam informaciis gavrcelebisa da sa-

kuTari produqtis Tu momsaxurebis stimulirebis mizniT,

veb-gverdebi Seqmna. sxvebi veb-gverdebs iyeneben, raTa myid-

velebTan ufro axlo kontaqtebi daamyaron. magaliTad, Se-

fuTuli samomxmareblo saqonlis mwarmoebelTa 70%-ze me-

ti veb-gverdebs produqtis gayidvis xelSewyobis garda, im

mizniTac iyenebs, rom daukavSirdes da maqsimaluri infor-

macia miawodos momxmarebels. firmebi aseve qmnian intra-

nets, raTa TanamSromlebs erTmaneTTan dakavSirebasa da

kompiuterul sistemaSi arsebuli informaciis miRebaSi da-

exmaron. mTavar mimwodeblebTan da distributorebTan ur-

TierTobisTvis firmebi eqstranets mimarTaven, raTa gana-

xorcielon iseTi manipulaciebi, rogoricaa informaciis

gacvla, SekveTebi, transaqciebi, gadasaxadebis dafarva da

sxv. iseTi kompaniebi, rogorebic arian Cisco, Microsoft da Oracle,

TiTqmis mTel saqmianobas eleqtronuli biznesiT warmarTa-

ven — angariSfaqturebis, moxsenebiTi baraTebis, sainJinro

naxazebis, gayidvebis Tu marketinguli informaciis da, sa-

erTod, nebismieri informaciis gacvla aq internetis (da ara

qaRaldis) meSveobiT mimdinareobs.

eleqtronuli komercia ufro specifikuria, vidre

eleqtronuli biznesi. eleqtronuli biznesi moicavs nebis-

mieri saxis eleqtronuli informaciis gacvlas firmebsa da

momxmareblebs Soris. misgan gansxvavebiT, eleqtronuli ko-

mercia internetiT uzrunvelyofili yidva-gayidvis proce-

sia. eleqtronuli bazari aris `bazris sivrce” da ara ubra-

lod bazris fizikuri adgili. gamyidvelebi eleqtronul

bazrebs iyeneben, raTa TavianTi produqti Tu momsaxureba

`onlainiT~ SesTavazon momxmareblebs. myidvelebi ki maT

iyeneben informaciis moZiebis, sakuTari survilebis identi-

ficirebisa da SekveTebis ganTavsebis mizniT, kreditisa Tu

eleqtronuli gadaxdebis sxva formebis gamoyenebiT.

330

eleqtronuli komercia gulisxmobs eleqtronul mar-

ketingsa da eleqtronul Sesyidvas. eleqtronuli marketin-

gi aris eleqtronuli komerciis marketinguli mxare — fir-

mis mier produqtis Sesaxeb informaciis gavrceleba da sa-

qonlisa Tu momsaxurebis internetiT gayidva. eleqtronu-

li marketingis paralelurad unda ganvixiloT eleqtronu-

li Sesyidva, romelic aris eleqtronuli komerciis yidvis

mxare da romlis saSualebiTac firmebi saqonels, momsaxu-

rebasa Tu informacias onlain-mimwodeblebisagan iZenen.

yidvis iseT modelSi, rogoricaa biznesi biznesisaTvis

(B2B), eleqtronuli komerciis gamyidvelebi da myidvelebi

uzarmazari qselis monawileebi arian. magaliTad, Global exchange Services (GXS) msoflioSi erT-erTi udidesi B2B-is

eleqtronuli komerciis qselia (www.gxs.com). Tavdapirve-

lad General Electric-is mier dafuZnebuli, axla ki damoukideb-

lad arsebuli GXS, 58 qveyanaSi, 100.000-ze met savaWro par-

tniors aerTianebs; maT Soris iseT gigantebs, rogorebic

arian General Electric, FedEx, DaimlerChrysler JCPenny, Sara Lee da Unilever. GXS, yovelwliurad, 1 miliardamde transaqcias as-

rulebs, rasac 1 trilioni dolaris Rirebulebis saqoneli

da momsaxureba Seesabameba. GXS, aseve moqmedebs erT-erT

udides bazarze msoflioSi - GE Global Supplier Network, rome-

lic GE-is biznes-erTeulebsa da maTi savaWro partniorebis

umravlesobas emsaxureba.

eleqtronul komerciasa da internets bevri sargebe-

li moaqvs rogorc myidvelebis, aseve gamyidvelebisaTvis.

internetiT yidvas araerTi sargebeli moaqvs rogorc

saboloo momxmareblebisaTvis, aseve gamyidvelebisaTvis.

upirveles yovlisa, igi mosaxerxebelia momxmareblebisaT-

vis, radgan myidvelebs ar uwevT xalxmravlobiT gamowveuli

winaaRmdegobebis gadalaxva, manqanis gasaCerebeli adgilis

Zebna da maRaziis seqciebSi dausrulebeli siaruli sasurve-

li produqtis moZiebisa da gasinjvis mizniT. veb-gverdebis

saSualebiT maT eZlevaT SedarebiTi vaWrobis SesaZlebloba.

amasTan, rogorc ityvian, kari mudam Riaa myidvelebisaTvis

yidva advilia da privatuli: myidvelebi yidvisas nakleb ba-

rierebs awydebian, ar upirispirdebian gamyidvelebs, maT ar

uxdebaT gamyidvelis mxridan darwmunebisa da sxva emociuri

svlebis sakuTar Tavze gancda. myidvelebi produqtisa Tu

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momsaxurebis Seswavlasa da yidvas gamyidvelebis molodini-

sa da maTTan drois kargvis gareSe axerxeben.

garda amisa, xSirad interneti produqtebis meti xelmi-

sawvdomobiTa da SerCevis meti SesaZleblobiT uzrunvelyofs

myidvelebs. am eleqtronuli obobis (Web) limiti samyaros

farglebSi, amouwuravia. fizikuri sazRvrebiT SeuzRudav ki-

bergamyidvelebs TiTqmis yovelmxrivi arCevanis SeTavazeba

SeuZliaT. eleqtronuli vaWrobis mier warmodgenili dau-

jereblad farTo arCevani, gacilebiT aRemateba tradiciu-

li maRaziebis SedarebiT mwir asortiments. magaliTad,

Amazon.com myidvelebs, mxolod wignebSi, 3 milionze meti

dasaTaurebisagan Semdgar saZiebels sTavazobs, rac wignis

taradiciul maRaziebSi warmodgenil raodenobas 15-jer

aRemateba. Rvinis veb-gverdi www.wine.com Tavis kiberTaro-

ebze Siga da importuli Rvinoebis 2500 dasaxelebaze mets

aerTianebs, Tanmxlebi kvebis produqtebisa da Rvinis Sesaba-

mis aqsesuarebTan erTad.

produqtebisa da gamyidvelebis farTo arCevanis gar-

da, eleqtronuli komerciis arxebi myidvels saSualebas aZ-

levs, gaecnon SedarebiT informacias firmebze, produqteb-

sa da konkurentebze. xSirad, kargi saiti met informacias

awvdis (ufro xelsayreli formiT), vidre yvelaze mzrunve-

li gamyidveli. magaliTad, Amazon.com sTavazobs aTi mTavari

produqtis CamonaTvals, TiToeuli maTganis srul aRweras,

eqspertebisa da momxmareblebis mimoxilvasa da rekomenda-

ciebs.

da bolos, ,,onlain”-yidva swrafi da interaqtiulia.

xSir SemTxvevaSi, myidvels urTierToba aqvs gamyidvelis sa-

itTan, raTa Seqmnas sasurveli informaciis, produqtisa Tu

momsaxurebis konfiguracia, gaakeTos SekveTa da adgilzeve

miiRos SenaZeni. ufro metic, interneti klients aZlevs kon-

trolis ufro met saSualebebs. misi gamoyenebiT momxmarebe-

li bevrad ufro Zlieria, vidre manamde iyo. dRes, manqanebis

myidvalTa 27% veb-gverds stumrobs, raTa manqanebsa da maT

fasebze manamde miiRos informacia, sanam dilerebTan dai-

Wers saqmes. es momxmarebelTa mxridan kontrolis axali Se-

saZleblobaa.

eleqtronul komercias gamyidvelebisTvisac bevri sar-

gebeli moaqvs. pirveli, interneti Zlieri iaraRia myidveleb-

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Tan urTierTobis dasamyareblad. erTi-erTze urTierTobis

SesaZleblobisa da interaqtiuli bunebis gamo, firmebs SeuZ-

liaT myidvelTan dakontaqteba ,,onlain” reJimSi, raTa Seit-

yon ufro meti maTi specifikuri saWiroebebisa da moTxovnebis

Sesaxeb. sanacvlod, myidvelebs SeuZliaT ,,onlainiT” SekiT-

xvebis dasma da gamyidvelebTan ukukavSiris damyareba. aseTi

urTierTkavSiri firmebs saSualebas aZlevs, raTa gazardon

myidvelis faseuloba da kmayofileba produqtebisa da momsa-

xurebis ganaxlebis saSualebiT.

internetsa da sxva eleqtronul arxebs, agreTve SeuZ-

liaT Seamciron momsaxurebis xarjebi da gazardon misi siC-

qare da efeqtianoba. iseTi korporaciebi, rogorebic arian

Dell Computer da General Electric mimwodeblebTan, mwarmoebleb-

Tan, distributorebsa da myidvelebTan pirdapiri dakavSire-

bis mizniT, internets mimarTaven, riTac amcireben xarjebs,

danazogs ki myidvelebisaTvis iyeneben. eleqtronuli biznesis

mesveurebi Tavs arideben maRaziis qiris, dazRvevisa da mowyo-

bilobebis xarjebs. eleqtronuli marketingis meoxebiT, myid-

velebisa da gamyidvelebis pirdapiri urTierTobidan gamomdi-

nare, firmis xarjebi sagrZnoblad mcirdeba, gasaRebis arxe-

bisa da logistikuri funqciebis efeqti ki umjobesdeba Sek-

veTis miRebis, saqonelis miwodebisa da vaWrobis stimuli-

rebis mxriv. eleqtronuli komunikacia, xSirad ufro nakleb

danaxarjebs moiTxovs, vidre Cveulebrivi fostiT komunika-

cia. kerZod, firmas cifruli katalogebis warmoeba gacile-

biT naklebi ujdeba, vidre nabeWdi masalebis fostiT dag-

zavna.

eleqtronuli marketingi gansakuTrebiT moqnilia,

rac marketingis samsaxurs SeTavazebebisa da programebis

koreqtirebis saSualebas aZlevs. magaliTad, beWdviTi kata-

logis SemTxvevaSi produqtebi, fasebi da katalogis sxva in-

formacia fiqsirebulia manam, sanam momdevno gamocema ar

gaegzavneba saboloo momxmarebels. amis sapirispirod, on-

lain-katalogis koreqtireba SesaZlebelia yoveldRiurad

an sulac saaTebis mixedviT. amgvarad, operatiulad xdeba

produqtis asortimentis, fasebisa da stimulirebis adapti-

reba bazris cvalebad pirobebTan.

da bolos, interneti marTlac globaluri garemoa,

romelic myidvelebsa da gamyidvelebs saSualebas aZlevs

erTi dawkapunebiT, wamebSi gadavidnen qveynidan qveyanaSi.

333

GXS-is qseli biznes-myidvelebs akavSirebs mimwodeblebTan

58 qveynidan, dawyebuli aSS-Ti da gaerTianebuli samefoTi,

damTavrebuli honkongiTa da filipinebiT. veb-gverdis stu-

mars parizidan da stambulidan, iseve swrafad SeuZlia L.L Bean-is katalogze informaciis miiReba, rogorc, vTqvaT,

frifortis — menis StatSi macxovreb sacalo movaWres. ase

rom, dRes globaluri bazrebi xelmisawvdomia TviT yvelaze

patara firmis marketingis samsaxurisTvisac.

eleqtronuli marketingis oTxi ZiriTadi sfero naCve-

nebia nax. 15.2. esenia: B2C (biznesi — momxmareblisaTvis),

B2B (biznesi — biznesisaTvis), C2C (momxmarebeli — momxma-

reblisaTvis) da C2B (momxmarebeli — biznesisaTvis).

popularuli presa gansakuTrebul yuradRebas uT-

mobs B2C-is eleqtronul komercias anu saqonlisa Tu momsa-

xurebis onlain-gayidvas saboloo momxmarebelze. miuxeda-

vad zogierTi uaryofiTi winaswarmetyvelebisa, yidvis pro-

cesi onlainmomxmareblebis mier sagrZnobi tempiT izrdeba.

2003 wels momxmareblebma msoflio masStabiT onlainze 167

miliard dolardze meti daxarjes. 2004 wels es ricxvi 428

miliard dolaramde gaizarda. danaxarjebi onlainze, Ziri-

Tadad, Semdeg kategoriebze modis: mogzaurobis momsaxure-

ba, tansacmeli, kompiuterebi da programebi, samomxmareblo

eleqtronika, wignebi, musika da video, janmrTelobisa da si-

lamazis produqcia, saxlisa da baRis atributebi, yvavilebi,

saCuqrebi, sportisa da fitnesis mowyobilobebi, saTamaSoebi.

warsulSi internets kompiuteris fanebi an axalgaz-

rda, teqnologiebis mcodne, maRalprofesionali mamakacebi

iyenebdnen. qselis ganviTarebasTan erTad, internetis de-

mografia mniSvnelovnad Seicvala. dRes internets aSS-s

ojaxebis ori mesamedi iyenebs. iqidan gamomdinare, rom sul

ufro meti raodenobis adamiani iwyebs internetis gamoyene-

bas, kibersivrcis mosaxleoba sul ufro mravalferovani

xdeba.

amgvarad, interneti firmis marketingis samsaxurs de-

mografiuli segmentebis farTo diapazonze SeRwevis sul

ufro met SesaZleblobas aZlevs. magaliTad, erTerTma uax-

lesma gamokvlevam aCvena, rom im momxmareblebis saSualo Se-

mosavali weliwadSi, romlebic sul mcire 6 wlis ganmavlo-

baSi yidulobdnen eleqtronuli qselis meSveobiT, 79.000

334

dolars aWarbebs. aqedan 34% qalia, 57% ki kolejis diploms

flobs. maTgan gansxvavebiT, saSualo Semosavali im momxma-

reblebisa, romlebic weliwadze naklebi drois ganmavloba-

Si vaWrobdnen aseTi qseliT, 52. 000 dolaria. maTgan 57% qa-

lia, 39%-s ki kolejis diplomi gaaCnia. dRes, internetis

qselSi CarTulia TiTqmis yvela.

nax. 15.2. eleqtronuli marketingis sferoebi

internetis mzardi mravalferovneba firmis marketin-

gis samsaxurisTvis gamiznul axal SesaZleblobebs warmoa-

Cens. magaliTad, sadReisod, interneti momxmareblebis yve-

la asakobriv jgufs moicavs; yvelaze metad ki internetiT

bavSvebi da Tineijerebi sargebloben — 10-14 wlamde asakis

warmomadgenelTa 65% da 14-17 wlamde jgufis 75%; ase rom,

`qselis bavSvebma~ da TineijerTa segmentebma gansakuTrebu-

lad miiqcies eleqtronuli marketingis muSakebis yuradRe-

ba.

asakobrivi speqtris meore bolo anu momxmareblebi,

romelTa asaki 50 weli an metia, onlainis klientTa TiTqmis

20%-s Seadgens. mosalodnelia, rom internetSi 65 wels ga-

dacilebulebic CaerTvebian. Tu axalgazrda momxmareblebi

internetiT erTobian da urTierToben, moxuci internet-

klientebi mas ufro seriozuli saqmeebisaTvis iyeneben. ma-

galiTad, am jgufis 24% internets investirebis mizniT iye-

nebs maSin, rodesac analogiuri mizniT eleqtronul qsels

25-29 wlis momxmarebelTa mxolod 3% mimarTavs. amgvarad,

SedarebiT asakovani adamianebi momxibvlel bazars qmnian

veb-biznesisaTvis, dawyebuli meyvavileobidan da avtomatu-

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ri sacalo vaWrobidan, damTavrebuli samogzauro servisiTa

da finansuri momsaxurebiT.

internet-momxmareblebi tradiciuli momxmareblebi-

sagan gansxvavdebian yidvisadmi midgomiTa da marketingi-

sadmi damokidebulebiT. internetis meSveobiT gacvlis pro-

cesi ufro myidvelis mxridan momdinare da kontrolireba-

di gaxda. adamianebi, romlebic iyeneben internets, metad

afaseben informacias da negatiurad pasuxoben Setyobine-

bebs, romlebic gaTvlilia mxolod gayidvaze. tradiciuli

marketingi mizanSi, garkveulwilad, pasiur auditorias

iRebs. amis sapirispirod, eleqtronuli marketingi umiznebs

iseT adamianebs, romlebic aqtiurad arCeven, Tu romel veb-

gverds estumron, ra saxis marketinguli informaciis miRe-

ba surT TiToeul produqtze da ra pirobebSi. amdenad,

eleqtronul komerciis axali samyaro axal marketingul

midgomebs moiTxovs.

momxmareblebs SeuZliaT miagnon veb-gverds TiTqmis

nebismier produqtze, romlis yidvac SesaZlebelia buneba-

Si. interneti gansakuTrebiT xelsayrelia im SemTxvevaSi,

rodesac myidvelebi produqtebsa Tu SekveTebze informa-

cias eZeben moxerxebulobisa da xelmisawvdomi fasis mixed-

viT an cdiloben produqciis maxasiaTeblebisa da fasebis

Sedarebas. aris SemTxvevebi, rodesac momxmareblebi inter-

nets naklebad saWirod miiCneven, magaliTad, winaswar gasa-

sinji an Sesamowmebeli produqciis yidvisas. Tumca, aqac ar-

sebobs gamonaklisebi. magaliTad, vin ifiqrebda, rom momxma-

rebeli ZviradRirebul kompiuterebs naxvisa da gasinjvis

gareSe SeukveTavda Dell-s an Gateway-s?

dRes, momxmareblebi (myidvelebi) qselebiT aTasgvari

produqtis SesakveTad sargeblobs: tansacmeli — Gap-idan

Tu L.L. Bean-idan, wignebi da eleqtronika — Amazon.comi-dan,

aveji — EthenAllen-idan, sxvadasxvagvari produqcia — Sears-

idan, yvavilebi — Calyx-Corolla-dan, dagiravebuli saxlebi —

Quicken loans-idan da sxva.

Calyx & Corolla — `yvavilebis moyvarulTa kompania~ —

cocxal yvavilebs pirdapir momxmarebelze yidis. myidve-

lebs SeuZliT feradi katalogidan SearCion Taigulebi Tu

mcenareebi, Semdeg ki ufaso satelefono nomerze (1—800—

877—0998) darekviT, SeukveTon isini; an SekveTa ganaTavson

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C&C-is veb-gverdze (www. calyxandcorolla.com). SekveTebi myisve

igzavneba C&C-is qselis yvavilebis 25 mwarmoeblidan erT-

erTTan, romelic maT arCevs, fuTavs da agzavnis FedEx-is

meSveobiT. adgilze mitanisas yvavilebi arnaxulad gamoiyu-

reba da aTjer met xans Zlebs, vidre maRaziis sacalo movaW-

reebisgan SeZenili Taigulebi. C&C Tavis warmatebas uzrun-

velyofs daxvewili informaciuli sistemiTa da Zlieri kav-

SirebiT FedEx-sa da yvavilebis mwarmoeblebTan.

miuxedavad imisa, rom popularuli presa met yuradRe-

bas B2C-is veb-gverdebs uTmobs, B2B-is eleqtronuli komer-

ciis mier, eleqtronuli qselis meSveobiT, samomxmareblo

saqonlis gayidvis maCvenebeli sul ufro izrdeba. 2003 wels

msoflioSi B2B-is eleqtronulma komerciam, TiTqmis, 4 tri-

lion dolars miaRwia maSin, rodesac 2003 wels es maCvenebe-

li mxolod 282 mlrd dolars Seadgenda. erT-erTi gamok-

vlevis Sedegebi aCvenebs, rom 2005 wlisaTvis, eleqtronuli

komercia gamoiyena 500 000 metma, rogorc myidvelma, ise gam-

yidvelma. firmebi iyeneben B2B-is savaWro eleqtronuli

qselebs, auqcionTa saitebs, produqtebis onlain-katalo-

gebs, barterul saitebsa da sxva eleqtronul qselur re-

sursebs, raTa moicvan axali myidvelebi, ufro efeqtianad

moemsaxuron arsebul klientebs da miaRwion yidvis efeqti-

anobasa da xelsayrel fasebs. dRes B2B-is firmebis marke-

tingis samsaxuris umravlesoba momxmarebelTa uzrunvelyo-

fasa da myidvelTa mxardamWer momsaxurebas, agreTve informa-

cias produqtebze internetis qselis meSveobiT sTavazobs.

zogierTi msxvili firma TiTqmis mTel bizness internetis

qselis meSveobiT awarmoebs. qseluri mowyobilobebisa da

programebis mwarmoebeli Cisco Systems Tavisi SekveTebis

80%-ze mets internetis saSualebiT iRebs.

B2B-is eleqtronuli komercia, garkveulwilad, Ria

savaWro gacvlebSic ikidebs fexs. es aris uzarmazari eleq-

tronuli bazrebi, sadac myidvelebi da gamyidvelebi inter-

netis qselis meSveobiT onlain-reJimSi pouloben erTmaneTs,

cvlian informacias da efeqtianad awarmoeben transaqciebs.

eleqtronuli komerciisa da komunikaciebis udidesi

nawili internetSi im mxareebs Sorisaa, romlebic produq-

tebisa da sagnebis farTo asortimentiT arian dainterese-

bulni. zogierT SemTxvevaSi, interneti yidvis, saqonlisa

337

Tu informaciis uSualod erTmaneTSi gacvlis brwyinvale

saSualebebaa. magaliTad, eBay, Amazon.com Auctions da auqci-

onTa sxva saitebi sTavazoben popularul sabazro sivrceebs

nebismieri produqciis gasayidad, dawyebuli xelovnebis ni-

muSebiT, antikvariatiT, monetebiT, markebiT, Zvirfaseulo-

biT, kompiuterebiT da damTavrebuli samomxmareblo eleq-

tronikiT. eBay-is C2C `onlain~ savaWro sazogadoebam, rome-

lic 42 milionze met registrirebul momxmarebels aerTia-

nebs, gasul wels 15 miliardi dolaris Rirebulebis pro-

duqciiT ivaWra. firmis vebgverdze nebismier dRes 27.000-ze

met kategoriaSi, 16 milionze meti sagania CamoTvlili.

EBay-s, agreTve, gaaCnia auqcionis saitebi sazRvargareTis

ramdenime qveyanaSi, maT Soris iaponiaSi, gaerTianebul same-

fosa da germaniaSi. msgavsi C2C saitebi momxmarebels saSua-

lebas aZlevs daukavSirdes ufro farTo auditorias, vidre

adgilobrivi patara bazrebis an sagazeTo klasifikatore-

bis saSualebiT ukavSirdeba (romlebic, sxvaTa Soris, aseve

el-qselSi gadian).

sxva SemTxvevebSi, C2C gulisxmobs informaciis urTi-

erTgacvlas forumebisa da internet-siaxleTa jgufebis

meSveobiT, romlebic konkretul interesTa specifikuri

jgufebiskenaa mimarTuli. msgavsi saqmianoba SeiZleba gan-

xorcieldes komerciuli an arakomerciuli miznebisaTvis.

internetforumi aris sadiskusio jgufebi iseT komerciul

qselur momsaxurebaze, rogoricaa CompuServe. forumma SeiZ-

leba miiRos biblioTekis an `saWorao oTaxis” forma (rea-

lur droSi Setyobinebebis gasacvlelad) an TviT klasifi-

cirebuli sareklamo sacnobaros saxe. magaliTad, AOL-s 14

000 ,,saWorao’’ oTaxiT moaqvs Tavi, romelTa angariSze misi

wevrebis onlain-drois mesamedi modis. igi awvdis `megobar-

Ta sias~, romelic wevrebs megobris qselSi CarTvas atyobi-

nebs, raTa swrafad gacvalon Setyobinebebi.

siaxleTa jgufebi forumis internet-versias warmoad-

gens. isini vebbiblioTekebisa Tu veb-konferenciebis gamar-

Tvis nacvlad, specifikur Temaze Setyobinebebis gagzavniTa

da wakiTxviT Semoifarglebian. internetis momxmareblebs

siaxleTa jgufebSi monawileoba gawevrianebis gareSec SeuZ-

liaT. arsebobs aTobiT aTasi siaxleTa jgufi, romelic exe-

ba nebismier SesaZlo Temas, dawyebuli jansaRi kvebiTa da ia-

338

ponuri juja xeebis movliT, damTavrebuli retromanqanebis

SegrovebiTa da `sapnis operebis~ garSemo STabeWdilebaTa

gaziarebiT.

C2C-is Tanaxmad, onlain-vizitorebi produqtebze in-

formacias ara marto iTviseben, aramed qmnian kidec; isini

uerTdebian dainteresebul jgufebs, raTa erTmaneTs gauzi-

aron informacia, ris Sedegadac ,,veb-komunikacia~ erwymis

`sityvier komunikacias~, rac Sesyidvebze mniSvnelovani ze-

gavlenis faqtoria. kargi firmis da produqtis Sesaxeb in-

formacia umal vrceldeba, cudi kompaniisa da produqtebis

Sesaxeb ki — kidev ufro swrafad. bevri saiti, rogoricaa

eComplaints.com, ConsumerReview.com da BadDealings.com, Seqmnilia

swored im mizniT, rom momxmareblebs SesTavazos forumi,

sadac isini erTmenTs gauziareben TavianT problemebsa da

STabeWilebebs ama Tu im produqtisa Tu momsaxurebis Sesa-

xeb.

eleqtronuli komercia dRes internetis wyalobiT,

momxmareblebs bevrad ufro uadvilebs firmebTan urTier-

Tobas. am ukanasknelTa umravlesoba iwvevs eqspertebsa da

momxmareblebs, raTa firmis veb-gverdebis meSveobiT miiRon

maTi rCevebi da SekiTxvebi. amasTan, nacvlad imisa, rom dae-

lodon miwvevas, momxmareblebs SeuZliaT qselSi moZebnon

gamyidvelebi, Seiswavlon maTi SemoTavazebebi, uxelmZRvane-

lon Sesyidvebs da dauWiron maT mxari; qselis gamoyenebiT,

momxmareblebs SeuZliaT awarmoon garigebebi TviT biznes-

partniorebTan magaliTad, Priceline.com-is gamoyenebiT, myid-

velebi firmebs sakuTar fass sTavazoben TviTmfrinavis bi-

leTebze, sastumro oTaxebze, dasaqiravebel manqanebsa Tu

saxlebze; gamyidvelebi ki wyvitaven, miiRon Tu ara maTi Se-

moTavazeba.

dRes, eleqtronul komerciaSi TiTqmis yvela tipis

firmaa CarTuli. e.i. funqcionireben sxvadasxva eleqtronu-

li marketinguli arxebi (nax. 15.3.).

internetma dasabami misca eleqtronuli marketingis

axal saxes — mxolod virtualur dot-com-ebs, romlebic muSa-

oben mxolod qselSi, yovelgvari tradiciuli bazris gare-

Se. garda amisa, dRes tradiciuli saxis bevrma firmam aiTvi-

sa eleqtronul marketinguli operaciebi, riTac virtua-

lur-tradiciul konkurentebad gardaiqmnen.

339

nax. 15.3. eleqtronuli marketinguli arxebis tipebi

arsebobs sxvadasxva formisa Tu zomis mxolod virtu-

aluri kompaniebi. isini aerTianeben e-tailers-sa da dot-com-ebs,

romlebic produqtebsa da momsaxurebas internetis meSveo-

biT yidian pirdapir saboloo myidvelze. CvenTvis nacnobi e-tailer-ebi moicavs Amazon.com-s, Expedia-sa da Wine.com-s. mxo-

lod virtualuri kompaniebi, Seicaven saZieblebsa da por-

talebs — Google, Yahoo da Excite, romlebic Tavdapirvelad

mxolod saZieblebs warmoadgendnen, mogvianebiT ki iseTi

momsaxurebac SeiTavses, rogorebicaa axali ambebi, amindis

prognozi, aqciebi da garToba im imediT, rom am gziT inter-

netSi pirvelebi gaxdebodnen.

rogorebic arian CompuServe da Earthlink, mxolod vir-

tualuri kompaniebi arian, romlebic, garkveuli safasuris

sanacvlod, el-fostisa da internet-kavSirebs awvdian dain-

teresebul klientebs.

virtualuri kompaniebis qseluri biznesis gamoyenebam

340

piks 1990-iani wlebis bolos, e. w. `dot-com-is oqros periodSi~

miaRwia, rodesac gaumaZRarma investorebma dot.com-ebis

aqciaTa fasebi warmoudgenlad gazardes. miuxedavad amisa,

investorTa gaSmageba 2000 wlisaTvis Cacxra da bevri maRla

mfrinavi, gadaWarbebuli fasebis mqone dot-com-i miwaze dae-

narcxa. yvelaze Zlieri da momxibvleli e-tailer-ebic ki —

eToys.com, Pets.com, Furniture.com, Mothernature.com, Garden.com, Living.com da ValueAmerica.com — bankrotebad iqcnen. gadarCe-

nilebma, rogorebicaa Amazon.com da Priceline.com dainaxa, rom

maTi aqciebis fasi daeca. `erT dros aTasobiT axali ideiT

aRsavse momxmarebelTa qseli Ramis bazars daemsgavsa~, — am-

bobs erT-erTi analitikosi.1

ot-com-ebis marcxi bevri mizeziT iyo ganpirobebuli.

zogierTi SeiWra bazarze saWiro marketinguli kvlevisa Tu

dagegmvis gareSe. xSirad, maTi mTavari mizani iyo sawyisi sa-

zogadoebrivi SeTavazebis ubralod gaSveba manam, sanam ba-

zari ,,duRda~. bevri zedmetad endoboda gazviadebul rek-

lamas, imis nacvlad, rom SeeqmnaT myari marketinguli stra-

tegiebi. investorebis fuliT ganebivrebuli dot-com-ebi Za-

lian bevrs flangavdnen qselis miRma masobriv marketingze,

raTa SeeqmnaT brendis saxeebi da myidvelebi TavianT saiteb-

ze miezidaT.

cxrili 15.1 gviCvenebs, rom dot-com-is Semosavlebi Se-

iZleba saTaves ramdenime wyarodan iRebdes.

dRes yvela firmam unda ifiqros eleqtronul marke-

tingze. kompaniebs eleqtronuli marketingis warmarTva Se-

uZliaT nebismieri gziT im oTxidan, romelic 15.4 naxazzea

naCvenebi: veb-gverdis Seqmna, internetis qselSi reklamebis

ganTavseba, veb-jgufebis Camoyalibeba an maTSi monawileoba

da `onlain~ eleqtronuli fostis gamoyeneba an veb-kastingi.

firmebis umravlesobisaTvis eleqtronuli marketin-

gis pirveli nabijia veb-gverdis Seqmna. Tumca, amis garda,

marketingis samsaxurebma unda izrunon saitis saintereso

dizainze da ipovon gza, raTa miizidon da SeinarCunon kli-

entebi, amasTan, Seqmnan gansakuTrebuli pirobebi imisaTvis,

rom momxmarebeli SemdgomSic estumros am veb-gverds.

1 Heather Green, ,,Dot-Com Deathwatch: Deat and (Mostly) Gone,” Fortune,

December 24, 2001, pp. 46-47.

341

cxrili 15.1.

Semosavali

produqciisa da

momsaxurebis

gayidvidan

bevri el-komerciuli kompania

Tavisi Semosavlebis did nawils

iRebs im saqonlisa da da

momsaxurebis fasnamatiT, romelsac

yidis onlainiT.

sareklamo

Semosavali

onlainis sareklamo sivrcis

gayidvebi SeiZleba warmoadgendes

Semosavlebis ZiriTad wyaros. Google yidis Tavis saZieblebis gverdze

ganTavsebul sareklamo sivrces,

romelic mTavar saZiebel sityvebs

ukavSirdeba.

aliansis

Semosavali

onlain-kompaniebs, veb-gverdebis

SeqmnisaTvis saWiro xarjebis

gaziarebis mizniT, SeuZliaT biznes-

partniorebis mowveva, Semdeg ki

maTTvis saitze ufaso reklamebis

SeTavazeba.

wevroba da

saabonento

Semosavals

veb-marketingis specialistebs

SeuZliaT TavianTi saitis

gamoyenebisaTvis saabonento

gadasaxadis Semosavali daweseba.

bevri onlain- gazeTi (WallStreet Journal da Financial Times) onlain-

momsaxurebisaTvis saabonento

gadasaxads moiTxovs. Auto-By-Tel-i im abonentebisgan iRebs, romelTac

manqanebze uaxlesi informaciis

miReba surT.

Semosavali

miznobrivi

jgufebis

profilis

gayidvidan

veb-gverdebs, romelTac Seqmnes

monacemTa bazebi, romlebic, Tavis

mxriv, Seicaven calke euli

miznobrivi jgufebis profilebs,

SeuZliaT am profilebis gayidva im

SemTxvevaSi, Tu miiReben Sesabamis

342

nebarTvas. miuxedvad amisa,

myidvelTa Sesaxeb informaciis

gamoyeneba da gayidva eTikuri da

samarTlebrivi normebiT wesrigdeba.

transaqciaTa

sakomisio da

gadasaxadebi

zogierTi dot-com-i awesebs sakomisio

gadasaxadebs transaqciebze sxva

mxareebs Soris, romlebic saqonels

maTi veb-gverdebis saSualebiT

cvlian. magaliTad, eBay myidvelebs

akavSirebs gamyidvelebTan da iRebs

1,25-dan 5 procentamde sakomisios

TiToeuli transaqciidan.

bazris gamokvleva

da saininformacio

gadasaxadebi

SesaZlebelia kompaniebs daekisroT

gansakuTrebuli gadasaxadebi

bazris Sesaxeb informaciisa da

sxva inteleqtualuri monacemebis

miRebisaTvis. magaliTad,

NNewsLibrary, misi arqividan amoRebuli masalisaTvis,

momxmareblebs 1 an 2 dolars

axdevinebs. LifeQuote dazRvevis msurvelebs aZlevs 50 sxvadasxva

sadazRvevo kompaniis fasebis

Sedarebis saSualebas, Semdeg ki,

sakomisios saxiT, iRebs im kompaniis

wliuri premiis 50 procents,

romelic momxmarebelma airCia.

mimarTulebiTi

Semosavali

kompaniebs SeuZliaT Semosavlebis

mobilizeba, rodesac maT sxva

kompaniis myidvelebi mimarTaven.

Edmunds-i iRebs e.w. `moZebnis gadasaxads" yovelTvis, rodesac

myidveli avsebs Auto-By-Tel-is formas mis veb-gverdze, miuxedavad

imisa, dasruldeba Tu ara es

SeTanxmeba.

343

veb-gverdebi erTmaneTisgan Sinaarsobrivad da miznob-

rivad gansxvavdebian. veb-gverdis yvelaze mTavari tipi kor-

poraciuli vebgverdia. igi iqmneba myidvelis keTilganwyo-

bis Sesaqmnelad — ufro rogorc gayidvis sxva arxebis dama-

tebad, vidre firmis produqciis pirdapiri gayidvisaTvis.

nax. 15.4. eleqtronuli marketingis warmarTva

Cveulebriv, korporaciuli veb-gverdebi sTavazoben

mravalferovan informaciasa da sxvadasxva maxasiaTeblebs,

raTa upasuxon myidvelTa SekiTxvebs, daamyaron maTTan uf-

ro axlo urTierTobebi da firmis Sesaxeb Seuqmnan saukeTe-

so warmodgena. isini, ZiriTadad, awvdian informacias fir-

mis istoriaze, misiaze, msoflmxedvelobaze, produqtebsa

da momsaxurebaze. maT, agreTve, SeuZliaT miawodon informa-

cia mimdinare movlenebze, firmis personalze, finansur maCve-

neblebsa da dasaqmebis SesaZleblobebze. korporaciuli veb-

gverdebis umravlesoba awvdis gasarTob masalasac, raTa mii-

zidon da SeinarCunon saitis stumrebi. da bolos, saitma myid-

velebisTvis unda uzrunvelyos SesaZleblobebi, raTa maT das-

van SekiTxvebi an, saitis datovebamde eleqtronuli fostis

meSveobiT, gaakeTon komentarebi.

sxva firmebi qmnian marketingul veb-gverdebs. am tipis

saitebis meSveobiT, momxmareblebi erTvebian urTierTqme-

debaSi, rac maT aaxlovebs pirdapir SeZenasa Tu sxva marke-

tingul SedegebTan. aseTi saitebi SesaZloa Seicavdes kata-

logebs, savaWro etiketebsa da mastimulebel niSnebs, rogo-

rebicaa kuponebi, gayidvebTan dakavSirebuli movlenebi Tu

konkursebi. magaliTad, SonyStyle.com-is stumrebs SeuZliaT

344

arCevani gaakeTon Sony-s aTobiT kategorias Soris, mimoixi-

lon detaluri maxasiaTeblebi da konkretuli sagnebis sa-

Tanado specifikacia, waikiTxon produqciis eqspertTa mi-

moxilvebi da Seiswavlon uaxlesi, cxel-cxeli informacia.

maT internetis meSveobiT Sony-i sasurvel produqciaze Se-

uZliaT ganaTavson SekveTa da gadaixadon sakredito bara-

TiT — es yvelaferi ki kompiuteris Tagvze ramdenime dawka-

punebiT xdeba. firmebi TavianT marketingul veb-gverdebs

agresiulad uWeren mxars, akeTeben ra reklamas beWdviTi sa-

SualebebiT, banerebiTa Tu teleradiomauwyeblobiT, ag-

reTve sxva veb-gverdebis gamoyenebiT.

Toyota-s marketinguli veb-gverdis misamarTia www. toyota.com. Tu potenciurma myidvelma erTxel mainc daawka-

puna Tagvze, manqanis mwarmoebeli kompania Zal-Rones ar

iSurebs, raTa am dainteresebas yidva moyves. saiti gvTava-

zobs uzarmazari moculobis saWiro informaciasa da vir-

tualur ,,avtofarexs’’ gayidvisaTvis mniSvnelovani iseTi

interaqtiuli TvisebebiT, rogoricaa Toyota-s arsebuli mo-

delebis detaluri specifikacia, informacia dilerebis

mdebareobasa da momsaxurebaze, specialuri rukebisa da di-

lerTa internet-kavSirebis TanxlebiT. stumrebs, romlebic

ufro Sors midian, SeuZliaT mimarTon Shop@Toyota-s, SearCi-

on modeli an mowyobiloba da Seafason igi, Semdeg daukav-

Sirdnen dilers da mimarTon TviT kreditisTvisac ki. ag-

reTve SesaZlebelia onlain-SekveTis formis Sevseba (saxe-

li, misamarTi, telefonis nomeri, elfostis misamarTi) bro-

Surebisa da ufaso interaqtiuli CD-ROM-ebisaTvis, rome-

lic Toyota-s modelebis Tvisebebs gviCvenebs. umjobesia, Tu

adgilobrivi dileri, CD-ROM-is Camosvlamde, SeZlebs myid-

velisaTvis manqanis testirebis SeTavazebas. dRes Toyota-s

veb-gverdi momxmareblebTan saqmiani urTierTobebis warmo-

ebaSi pirvelia.

marketingiuli veb-gverdebiT warmatebulad sargeb-

loben B2B-is monawileebic. magaliTad, GE Plastics-is veb-

gverdis vizitorebs SeuZliaT 1500-gverdiani informaciis

naxva, raTa miiRon pasuxi kompaniis produqciis Sesaxeb ne-

bismier drosa da msoflios nebismieri kuTxidan. FedEx-is veb-gverdi (www.fedex.com) myidvelebs saSualebas aZlevs, Se-

adginon sakuTari gadazidvebis gegma, moiTxovon SefuTvis

345

SerCeva da fexdafex misdion TavianTi produqciis tran-

zits.

veb-gverdis Seqmna sakiTxis erTi mxarea, momxmarebel-

Ta dasaTvaliereblad mizidva ki — meore. mTavaria sakmarisi

faseulobisa da aRtacebis Seqmna, raTa firmis marketingis

samsaxurebma aiZulon myidveli, estumros veb-gverds, Sei-

narCunon igi da Seuqmnan iseTi pirobebi, rom kvlav daub-

rundes firmas.

internetis erTguli stumrebis ukanasknelma gamok-

vlevam cxadyo, rom momxmarebelTa molodinma ònlainTan~

dakavSirebiT bolo ramdenime wlis ganmavlobaSi, piks miaR-

wia. dRevandeli veb-gverdis momxmareblebi swrafad gadadi-

an sxva saitebze, Tu pirveli maT moTxovnebs ar akmayofilbs.

àra aqvs mniSvneloba, ra mizeziT stumrobs adamiani veb-

gverds — samsaxurebrivi Tu piradi. maTgan, vis molodinsac

saiti ar daakmayofilebs, ori mesamedi mas aRarasodes ewve-

va. gvestumrebian, migvatoveben, Tqven ki amis Sesaxeb vera-

fers gaigebT. amas Cven vuwodebT internetis sasikvdilod

dasjas~, — ambobs gamokvlevis avtori.1

maSasadame, firmam mudmivad unda ganaaxlos Tavisi sai-

ti, raTa igi iyos moqmedi, axali da mimzidveli. es ki saWiro-

ebs drosa da xarjebs. xarji aucilebelia, Tu eleqtronuli

marketingis samsaxurs surs, gza gaikvlios internetis qse-

lis mzard qaosSi. garda amisa, bevri firma Zalian did Tan-

xebs xarjavs karg Zvelmodur reklamasa da sxva marketin-

gul saqmianobaze ònlainis~ miRma, raTa gazardos Tavisi

saitis vizitorTa ricxvi. `dRes, realurad, brendis mxo-

lod internetis meSveobiT Seqmna SeuZlebelia. Tqven unda

gascdeT onlainis farglebs~, — ambobs erT-erTi analitiko-

si.2

zogierTi tipis produqtisaTvis veb-gverdze stumre-

bis mozidva advilia. momxmareblebisaTvis, romlebic yidu-

loben axal manqanebs, kompiuterebs an finansur momsaxure-

bas, xelmisawvdomi xdeba saWiro informacia da gamyidvele-

1 Sharon Gaudin, ,,The Site of No Return,” Data Mation, accessed at

www.internet.com, May 28, 2002. 2 Laurie Freeman ,,Why Internet Brants Take Offline Avenues,” Marketing News,

July 1999, p.4; amd Paul C. Judge, ,,The Name’s the Thing”, Bysiness Week, November 15, 1999, pp.35-39.

346

bis marketinguli aqtivoba. Tumca, SedarebiT naklebad mim-

zidveli produqtebis firmis marketingis samsaxurebi, veb-

gverdiT stumrebis dainteresebis mizniT, SesaZloa sirTu-

leebs waawydnen.

dabali dainteresebis mqone produqciisaTvis firmas

SeuZlia korporaciuli veb-gverdis Seqmna, raTa upasuxos

myidvelTa SekiTxvebs, uzrunvelyos keTildReobisa da aR-

frTovanebis SegrZneba, gamyidvelis Zalisxmeva Seavsos sxva

arxebis meSveobiT da, amgvarad, miiRos myidvelTa mxardaWe-

ra.

mTavaria, Seiqmnas iseTi veb-gverdi, romelic, erTi Se-

xedviT, momxibvleli da sainteresoa, rac waaxalisebs sait-

ze gameorebiT vizitebs. adreuli, teqstebze dafuZnebuli

veb-gverdebi, bolo wlebSi, grafikulad daxvewilma veb-

gverdebma Secvala, romlebic uzrunvelyofilia teqstiT,

xmiTa da animaciiT (magaliTad, ixileT www.sonystyle.com, www.can.com an www.nike.com). axali stumrebis mosazidad da

SesanarCuneblad, erT-erTi eqspertis varaudiT, eleqtro-

nuli marketingis samsaxurebma gansakuTrebuli yuradReba

unda miqcion Svidi C-s princips, rac ganapirobebs efeqtiani

veb-gverdebis Seqmnas:

1. konteqsti (Context): veb-gverdis gegma da dizaini.

2. Sinaarsi (Content): teqsti, suraTebi, xma da video,

romelTac veb-gverdi moicavs.

3. sazogadoeba (Community): saSualeba, romliTac veb-

gverdi uzrunvelyofs momxmarebelTa komunikaci-

as.

4. myidvelze morgeba (Customization): veb-gverdis unari,

miesadagos mravalferovan momxmarebels an saSua-

leba misces maT, raTa veb-gverds mianiWon persona-

luroba.

5. komunikacia (Communication): saSualeba, romliTac

veb-gverdi ganapirobebs vebgverdisa da momxmareb-

lis, momxmareblisa da veb-gverdis, an orTave saxis

komunikacias.

6. kavSiri (Connection): done, romelzec erTi veb-gverdi

ukavSirdeba meores.

347

7. komercia (Commerce): veb-gverdis SesaZleblobani,

komerciuli transaqciebis ganxorcielebis Tval-

sazrisiT.

veb-gverdi, sul mcire, gamosayeneblad sasiamovno da

advili, amasTan saintereso, saWiro da gamomwvevi unda iyos.

es yvelaferi iZleva veb-gverdis Sinaarsis faseulobas, rac

miizidavs stumrebs, aiZulebs maT, ufro met xans darCnen sa-

itze da araerTxel daubrundnen mas. efeqtiani veb-gverde-

bis Sinaarsi moicavs Rrma da saWiro informacias, urTier-

Tqmedebis saSualebebs, rac myidvelebs exmareba, ipovon da

Seafason maTTvis saintereso produqtebi, agreTve daukav-

Sirdnen Sesabamis veb-gverdebs. veb-gverds unda hqondes

mastimulebel SeTavazebaTa cvlis saSualeba da saTanado

gasarTobi maxasiaTeblebi, rac momxmareblis aRfrTovane-

bas iwvevs.

reklamebisa da stimulirebis ganTavseba onlain-qsel-

Si eleqtronuli marketingis samsaxurebs, internet-brende-

bis Seqmnisa da TavianT veb-gverdebze stumrebis mozidvis

mizniT, SeuZliaT gamoiyenon onlain-reklama.

onlain-reklamebi kompiuteris ekranze Cndeba, rode-

sac internet-momxmareblebi qselSi arian CarTulni. aseTi

reklamebi moicavs sareklamo banerebsa da e. w. ticker-ebs (niS-

nulebs) anu ekranis gaswvriv moZrav banerebs. veb-gverdis

momxmarebeli an America Online-is abonenti, romelic TviT-

mfrinavebis ganrigsa da mgzavrobis safasurs aTvalierebs,

SesaZloa ekranze waawydes kaSkaSa baners: `daiqiraveT manqa-

na Alamo-sgan da isargebleT ufasod 2 dRis ganmavlobaSi!”.

Sinaarsobrivi sponsoroba internet-stimulirebis ki-

dev erTi formaa. bevri firma saxels internetSi sxvadasxva

veb-gverdze specialuri Sinaarsis mqone informaciis, ker-

Zod, axali ambebis, finansuri monacemebisa da sxvaTa sponso-

robiT imkvidrebs. magaliTad, Advil-i asponsorebs ESPN-is

Sport Zone-is Injury Report-s, xolo Generall Mills-i - AOL-s bavSvTa

swraf kvebas. sponsori fuls ixdis garkveuli monacemebis

CvenebaSi da sanacvlod iRebs aRiarebas, rogorc veb-gver-

debze gansakuTrebuli momsaxurebis provaideri. sponsore-

bisTvis saukeTeso adgilia miznobrivi saitebi, sadac maT

SeuZliaT auditorias SesTavazon Sesabamisi informacia an

momsaxureba.

348

eleqtronuli marketingis samsaxurebs onlainze gas-

vla, agreTve, SeuZliaT e.w. mikrosaitebis meSveobiT (sxva sa-

itze SezRuduli formatis saitebis ganTavseba), romelsac

marTavs da afinansebs gare kompania. magaliTad, sadazRvevo

kompanias manqanebis Sesyidvis saitze SeuZlia Seqmnas mikro-

saiti, sadac manqanis myidvelebs SesTavazebs dazRvevasTan

dakavSirebul rCevebs da amavdroulad miawvdis sarfian sa-

dazRvevo winadadebebs. internet-kompaniebs, agreTve SeuZ-

liaT Seqmnan aliansebi da gaerTianebuli programebi, sadac

isini imuSaveben sxva onlain-kompaniebTan erTad, erTmaneTi-

saTvis reklamis gawevis mizniT. AOL-ma araerTi warmatebu-

li aliansi Camoayaliba; Sesabamisad, igi am kompaniebis saxe-

lebs Tavis saitze aRniSnavs. Amazon.com-s 350.000-ze meti

`Svilobili” kompanioni hyavs, romlebic mis banerebs Tavi-

anT veb-gverdebze aTavseben.

da bolos, eleqtronuli marketingis samsaxurebi iye-

neben virusmarketings — sityvieri (saWorao) marketingis

eleqtronuli versias, rodesac el-fostiT modis iseTi

efeqtiani marketinguli Setyobineba, rom momxmarebeli Tvi-

Ton cdilobs megobrebisaTvis mis gadagzavnas. iqidan gamom-

dinare, rom myidvelebi Setyobinebebsa Tu sareklamo gzav-

nilebs Tavad avrceleben, virusmarketingi ar aris Zviri,

amasTanave, megobrebisgan miRebul informacias adresati

ndobiT ekideba da mas umal ecnoba. ideis azri aseTia: `Sens

marketings myidvelebi qmnian~.

onlain-reklama metad saWiro mizans emsaxureba, ker-

Zod ki, sxva marketingul Zalixmevas avsebs. miuxedavad amisa,

axlo momavalSi interneti televiziasa da beWdur medias

konkurencias ver gauwevs. marketingis bevri specialisti

kvlavac eWvis TvaliT uyurebs internet-reklamis efeqtia-

nobas. sxva sareklamo mediisagan gansxvavebiT, misi xarjebi

marTlac mcirea, magram veb-gverdis momxmareblebs advilad

SeuZliaT aseTi reklamebis ignorireba, rasac xSirad akeTe-

ben kidec. Sedegad, stimulirebis kompleqsebis umravleso-

baSi veb-reklama sakmaod umniSvnelo rols TamaSobs.

veb-forumebisa da jgufebis popularobam gamoiwvia

komerciulad dasponsorebuli veb-gverdebis Seqmna saxel-

wodebiT veb-sazogadoeba, romelic internetSi C2C eleq-

tronuli komerciis sivrces aniWebs upiratesobas. msgavsi

349

saitebis meSveobiT, wevrebs SeuZliaT Tavmoyra da, saerTo

interesebis mixedviT, Sexedulebebis gacvla.

sabolood, iqidan gamomdinare, rom firmebi integri-

rebul eleqtronul komerciaSi met gamocdilebas iReben

TavianTi yoveldRiuri strategiiTa da taqtikiT, sityvebs

èl-biznesi~ Tu èl-marketingi~ èl~ prefiqsi unda Camova-

SoroT. `mTavari SekiTxvaa ara is, davnergoT Tu ara inter-

netis teqnologia (firmebs ara aqvT arCevanis saSualeba, Tu

surT, darCnen konkurentulni), aramed is,Tu rogor davner-

goT igi, — ambobs biznes-strategiis Seqmneli maikl porte-

ri, — Cven Tavi unda davaneboT ritorikas internetis indus-

triaze, elbiznesis strategiebsa da axal ekonomikaze da

ganvixiloT, Tu ras warmoadgens interneti sinamdvileSi...

es aris mZlavri iaraRebis wyeba, romelic SeiZleba gamoviye-

noT Wkvianurad, an uWkuod, TiTqmis nebismier industriaSi,

rogorc nawili TiTqmis nebismieri strategiisa.“1

momgebianoba erT-erTi yvelaze mniSvnelovani sakiT-

xia, gansakuTrebiT ki B2C-is dot-com-ebisaTvis. saocaria, mag-

ram momgebiani B2C internet-kompaniac SeiZleba iyos. 456 in-

ternet-kompaniidan, romelTa formirebac 1994 wlidan daiw-

yo, dRes mxolod 11 procenti aris biznesSi CarTuli da

amavdroulad momgebiani; maTgan, romlebic kvlavac rCebian

biznesSi da sxva kompaniebs ar SeusyidiaT, momgebiani mxo-

lod 40 procentia. erTi analitikosi amas ìnternetis sul

patara saidumlos~ uwodebs.2

erT-erTi problema aris is, rom miuxedavad swrafi

zrdisa, onlainmarketingi mxolod SezRudul bazars aR-

wevs. am SemTxvevaSi mTavari mimarTulebaa internetis audi-

toria, Tumca qselis momxmarebeli ufro ganaTlebuli da

gaTviTcnobierebulia, vidre zogadad mosaxleoba. es in-

ternets idealurs xdis finansuri servisebis, mogzaurTa

momsaxurebis, kompiuteruli teqnikiTa Tu programebiT uz-

runvelyofisa da produqciis sxva garkveuli kategoriebis

marketingisaTvis. miuxedavad amisa, onlain-marketingi Ziri-

1 Michael porter, ,,Strategy and the Internet,” Harvard Business Review, March

2001, pp.614. 2 Timothy J. Mullaney, ,,Break Out the Black Ink,” Business Week, May 13, 2002,

pp.74-76; and ,,The Web Is Finally Vatching Profits, “ Business Week, February 17, 2003, p.66.

350

Tadi produqtebis gayidvisTvis naklebefeqtiania. ufro me-

tic, produqtis umravles kategoriaTa SemTxvevaSi, momxma-

reblebi ufro aTvaliereben saitebs da ikvleven produq-

tebs, vidre yiduloben maT.

da bolos, interneti milionobiT veb-gverdsa da gan-

sacvifrebeli moculobis informacias sTavazobs. amdenad,

internetSi orientireba momxmareblebisaTvis SeiZleba ga-

mawbilebeli, Tavbrudamxvevi da drois mflangveli iyos. am

qaosur da areul garemoSi bevri veb-reklama da saiti Seum-

Cneveli da gauxsneli rCeba. SemCnevis SemTxvevaSic ki, marke-

tingis samsaxurebs momxmarebelTa yuradRebis mipyroba

uWirT. erT-erTma gamokvlevam daadgina, rom saitma inter-

netis momxmareblis yuradReba 8 wamSi unda daipyros, wina-

aRmdeg SemTxvevaSi, igi sxva saitiT dainteresdeba. es fir-

mebs TavianTi saqonlis stimulirebisa da gayidvisaTvis Za-

lian cota dros utovebs.

savaraudod, onlain- konfidencialoba eleqtronuli

komerciis upirvelesi sazrunavia. onlain-marketingis sam-

saxurebis umravlesoba momxmareblebze detaluri informa-

ciis Segrovebasa da analizSi daxelovnda. maT SeuZliaT mo-

izidon vizitorebi da momxmareblebi, romlebic monawileo-

ben veb-gverdis saqmianobaSi, Sesabamisad, mas vrcel perso-

nalur informacias awvdian. es, zogjer, momxmareblebs

ubiZgebs daayenon sakiTxi informaciis gamoyenebis ufleba-

Ta gadaWarbebaze, rac xdeba im SemTxvevaSi, Tu firmebi dau-

dastureblad isargebleben aRniSnuli informaciiT (Tavi-

anTi produqtebis marketingisaTvis) an monacemTa bazebs

sxva firmebTan gacvlian. rogorc ukanasknelma gamokvlevam

cxadyo, amerikelTa 69% eTanxmeba im azrs, rom `momxmareb-

lebma dakarges yovelgvari kontroli imaze, Tu rogor

grovdeba da gamoiyeneba personaluri informacia firmebis

mier~. meore gamokvleviT ki dadginda, rom 10 momxmarebli-

dan 7 onlain-konfidencialobis sakiTxiT aris dakavebuli.

bevri momxmarebeli, agreTve ganicdis onlain-usaf-

rTxoebis problemas. maT eSiniaT, rom internet-TaRliTebi

Tvals miadevneben maT onlain-transaqciebs an miiTviseben

maTi sakredito baraTebis monacemebs da ganaxorcieleben

arasanqcirebul Sesyidvebs. Tavis mxriv, firmebi, romlebic

onlain-bizness ewevian, SiSoben, rom sxvebi internets gamoi-

yeneben, raTa SeiWran maT kompiuterul sistemebSi, komerci-

351

uli SpionaJis an TviT sabotaJis mizniT. rogorc Cans,

grZeldeba konkurencia internetis usafrTxoebis sistemeb-

sa da maT Soris, vinc eZebs sistemaSi TaRliTurad SeWris

gzebs.

internet-marketingis kidev erTi sazrunavia arauf-

lebamosili da upasuxismgeblo jgufebisaTvis veb-qselis

xelmisawvdomobis sakiTxi. magaliTad, mozardebze orienti-

rebulma marketingis specialistebma aRmoaCines, rom Znelia

xelmisawvdomobis SezRudva umcrosi asakis internetvizi-

torebisaTvis. kerZod, sul cota xnis win gamyidvelebma,

romlebic eBay.com-s iyenebdnen daadgines, rom isini 14 wlis

biWis msxverplni gaxdnen, romelmac myidvelebs sakuTari

fasi SesTavaza da am gziT 3 milion dolarze meti Rirebule-

bis antikvariati da xelovnebis iSviaTi nimuSebi SeiZina.

eBay-s aqvs mkacrad gansazRvruli wesi: 18 wlamde asakis mo-

zardebs mis auqcionSi monawileoba ar SeuZliaT; Tumca, es

patiosan momxmarebelze gaTvlili sistemaa da, samwuxarod,

verafers cvlis, raTa kibersivrce daicvas masSi mojiriTe

Tineijerebisagan.

miuxedavad am gamowvevebisa, didi Tu mcire firmebi

swrafad axdenen onlain-marketingis integrirebas TavianT

marketingul strategiebsa da kompleqsebSi. sul ufro gav-

rcelebasTan erTad, onlain-marketingi daamtkicebs, rom

igi Zlieri iaraRia myidvelTa urTierTobebis Camoyalibeba-

Si, gayidvebis gaumjobesebaSi, informaciis gazrdasa da

produqtebisa Tu momsaxurebis ufro efeqtianad SeTavaze-

baSi.

352

Tavi 16. saerTaSoriso marketingis Sesaxeb

16.1. saerTaSoriso marketingis arsi1 da warmoSobis winapirobebi

saerTaSoriso marketingi saerTaSoriso bazarze

orientirebuli saqonlis warmoeba-gasaRebis sistemaa,

romlis warmoSoba da ganviTareba biznesis qveynis saz-

Rvrebs gareT gafarToebam ganapiroba.

saerTaSoriso marketingi iwyeba iq da maSin, roca sa-

warmo iRebs gadawyvetilebas sagareo bazarze gasvlasTan

dakavSirebiT da mis mier damyarebuli urTierTobebi ukav-

Sirdeba saxelmwifo sazRvrebis gadakveTas.

marTalia, saSinao bazarze biznesi gacilebiT ufro

usafrTxoa, vidre saerTaSoriso bazarze, magram sawarmoebs

ar SeuZliaT da, umetes SemTxvevaSi, arc surT TavianTi saq-

mianobis mxolod erovnuli bazriT SemosazRvra mravali mi-

zezis gamo. am mizezebs ukavSirdeba saerTaSoriso marketin-

gis warmoSoba da ganviTareba.

saerTaSoriso marketingis warmoSobis ZiriTadi mize-

zebia:

1) adgilobrivi resursebis SezRudulobis gamo maTi

sxva qveynebSi yidvis aucilebloba;

2) calkeul qveynebSi nameti produqtis gaCena teqno-

logiaSi momxdari cvlilebebis gamo, e.i. miwodebis

moTxovnaze gadameteba;

3) konkurenciis gaZliereba saSinao bazarze rogorc

adgilobrivi saqonelmwarmoeblebis, ise ucxo qvey-

nebis kompaniaTa mxridan;

4) sawarmoebis gasaRebis bazrebis gafarToebisken mis-

wrafeba sxva qveynebis bazrebze SeRweviT;

5) calkeuli qveynebis mier savaWro barierebis moxsna;

6) calkeul qveynebSi cxovrebis donis amaRlebis gamo

moTxovnis gazrda Tanamedrove kulturul-sayo-

facxovrebo da maRalxarisxian kvebis produqtebze;

1 ix. g. SublaZe da sxv. saerTaSoriso marketingi (damxmare saxel-

mZRvanelo), Tb., 2007. Tavi 1.

353

7) momxmarebelTa gansxvavebuli qceva sxvadasxva qve-

yanaSi;

8) saxelmwifoTa damoukidebloba.

xSirad, adgilobrivi resursebis SezRudulobis gamo,

ekonomikis zogierTi dargis sawaroebi iZulebulni xdebian

momaragebis wyaroebi sazRvargareTis bazrebze eZebon, iq

arsebuli biznesgaremo ki zogjer erovnulisgan sruliad

gansxvavebulia. aseT dros saWiro xdeba gansxvavebuli mar-

ketinguli meTodebisa da xerxebis gamoyeneba.

teqnologiis ganviTareba-srulyofa da axali teqno-

logiuri aRmoCenebi SesaZlebels xdis saqonlis warmoebas

im odenobiT, rac xSirad erovnuli bazris moTxovnas bevrad

aRemateba. amis gamo sawarmo iZulebuli xdeba Tavisi pro-

duqtis gasaRebis bazari sazRvargareT eZebos. sazRvargare-

Tis bazrebze ki maT xSirad urTierToba uxdebaT adgilobrivi

momxmareblebisagan gansxvavebuli tradiciebis, Semosavlebisa

da qcevis momxmareblebTan. cxadia, saqonlis gasasaReblad

aseT pirobebSi erovnuli bazrisagan gansxvavebuli marketin-

guli midgomebis gamoiyenebaa saWiro.

erT-erTi mniSvnelovani mizezi, romelmac aiZula sa-

warmoebi sxva qveynebSi eZebnaT saqonlis gayidvis SesaZleb-

lobebi, iyo konkurencia. konkurenciam sakvanZo roli Seas-

rula msoflio doneze sabazro ekonomikis ganviTarebaSi.

jer kidev XVII saukuneSi adam smitma, Tavisi “uxilavi xelis”

principiT, konkurencia ganixila sabazro ekonomikis pro-

porciuli da dinamikuri ganviTarebis, misi efeqtianobis

uzrunvelyofis mniSvnelovan meqanizmad. asea Tanamedrove

pirobebSic. amasTan, dReisTvis konkurenciis masStabebi ar-

sebiTad gafarTovda saerTaSoriso doneze gasuli sawarmo-

ebis raodenobis da moqmedebis arealis gazrdis gamo. same-

urneo cxovrebis transnacionalizaciis ganviTareba sul

ufro da ufro afarToebs konkurenciis sazRvrebs, magram,

imavdroulad, uzrunvelyofs produqtis xarisxis amaRle-

bas da momxmarebelTa moTxovnilebebis ukeTesad dakmayofi-

lebas.

konkurenciis masStabebis gafarToebis gamo erovnul

(saSinao) bazrebze momuSave sawarmoebic erTvebian saerTa-

Soriso konkurenciaSi damoukideblad imisa, surT Tu ar

surT maT es. marTalia, adgilobrivi sawarmoebi usafrTxoe-

bis mizniT erovnul bazrebze muSaobas amjobineben, magram

354

ucxouri kompaniebi, romlebic aqtiurad iTviseben sxvadas-

xva qveynis bazrebs, maT swored TavianTi qveynebis bazrebze

upirispirdebian. ase rom sawarmom, romelsac eSinia saerTa-

Soriso doneze gasvlis, msoflio ekonomikis mzardi globa-

lizaciis pirobebSi SeiZleba adgilobrivi momxmareblebic

dakargos. maSasadame, ekonomikis globalizaciis procesSi

globaluri konkurencia nebismieri qveynis nebismier sawar-

mos ubiZgebs saqmianobis globalizaciisaken, rac aucileb-

lad moiTxovs globaluri marketingis gamoyenebas. globa-

luri marketingi iTvaliswinebs msoflios sxvadasxva qveya-

naSi ganxorcielebuli marketinuli saqmianobis integraci-

as da standartizacias.

calkeuli qveynebis mier savaWro barierebis moxsna

stimuls aZlevs saerTaSoriso biznesis am qveynebSi gafar-

Toebas da am safuZvelze saerTaSoriso marketingis ganviTa-

rebas.

zogjer ama Tu im produqtze mocemul konkretul qve-

yanaSi miwodeba aRemateba moTxovnas. amis gamo mwarmoebeli

sawarmo iZulebuli xdeba sazRvargareT eZebos Tavisi pro-

duqtis gasaRebis bazari, an Seicvalos profili.

moTxovnis gazrda calkeul qveynebSi ama Tu im saqo-

nelze cxovrebis donis amaRlebis gamo moiTxovs saSuamav-

lo saqmianobis ganviTarebas saerTaSoriso doneze rac Se-

saZlebelia mxolod saerTaSoriso marketingis gamoyenebiT.

momxmarebelTa gansxvavebuli qceva msoflios sxvadasxva

qveyanaSi iq arsebuli marketinguli garemos gansxvavebulobis

gamo moiTxovs gansxvavebuli sasaqonlo, safaso, saqonelmoZ-

raobis da saqonlis bazarze win wawevis politikis gatarebas.

saerTaSoriso marketingis warmoSobasa da ganviTare-

baze mniSvnelovan gavlenas axdens saxelmwifoTa damouki-

debloba, radgan asset pirobebSi sruliad gansxvavebuli

politikur-samarTlebrivi garemo yalibdeba.

saerTaSoriso bazrebze gasvlamde sawarmoTa meneje-

rebma unda miiRon garkveuli gadawyvetilebebi riskis donis

Sesamcireblad da efeqtianad funqcionirebis SesaZleblo-

bebis asamaRleblad. aseT gadawyvetilebebs miekuTvneba(ix.

nax. 16.1.):

355

nax. 16.1. saerTaSoriso marketingSi miRebuli

ZiriTadi gadawyvetilebebis struqtura

1) sazRvargareTis bazarze (an bazrebze) gasvlis mi-

zanSewonilebis dadgena;

2) marketinguli garemos analizi im qveynebSi, sadac

sawarmo fiqrobs biznesis ganxorcielebas;

3) bazris (an bazrebis) SerCeva;

4) sazRvargareTis bazarze (an bazrebze) SeRwevis

strategiebis gansazRvra;

5) saerTaSoriso marketingis kompleqsis elementebis

struqturis dadgena;

6) saerTaSoriso marketingis samsaxurebis struqtu-

ris dadgena.

adgilobrivi bazris aTvisebis Semdeg sawarmoTa nawilis

xelmZRvaneloba gasaRebis gafarToebis SesaZleblobebs ucxo

qveynis bazrebze eZebs. sxva qveynebis bazrebze SeRwevas xels

uwyobs, agreTve, maTi mTavrobebis mier savaWro barierebis ga-

uqmeba.

amrigad, marketingis evolucia saerTaSoriso doneze

obieqturi realobaa, rasac Sedegad globaluri marketin-

gis Camoyalibeba mohyva. saerTaSoriso marketingis Tana-

medrove saxelmZRvaneloebSi saerTaSoriso marketingi da

globaluri marketingi zogjer erTmaneTTan aris gaigivebu-

li, zogjer ki marketingis ganviTarebis etapebadaa warmodge-

nili. orive SemTxvevaSi marketingi sawarmoebis mier sazRvar-

gareT ganxorcielebul saqmianobas ukavSirdeba, ris gamoc ga-

sazRvargareTis

bazarze(an bazrebze)

gasvlis

mizanSewonileba

saerTaSoriso

marketinguli

garemos analizi

saerTaSoriso

bazris(an bazrebis)

SerCeva

saerTaSoriso

bazarze(an bazrebze)

SeRwevis struqturis

gansazRvra

saerTaSoriso

marketingis

kompleqsis

elementebis

struqturis dadgena

saerTaSoriso

marketingis

samsaxuris

struqturis dadgena

356

marTlebulia `saerTaSoriso marketingis” da `globaluri

marketingis” erTi da imave mniSvnelobiT gamoyeneba da iden-

tur cnebebad xmareba.

16.2. globaluri marketinguli garemo

bolo wlebSi saerTaSoriso kompaniebis raodenoba

mniSvnelovnad gaizarda, riTac gamwvavda saerTaSoriso

konkurencia da Semcirda sawarmoebis mier warmatebis miR-

wevis albaToba. aman kidev ufro aqtualuri gaxada im Zale-

bisa da faqtorebis safuZvlianad Seswavlis aucilebloba,

romlebic ayalibeben saerTaSoriso kompaniebis marketin-

gul garemos.

bolo periodSi saerTaSoriso marketingulma garemom

mniSvnelovanicvlilebebi ganicada rogorc axali SesaZleb-

lobebis, ise axali saSiSroebebis warmoSobis TvalsazrisiT,

rac ekonomikis globalizacias ukavSirdeba. globaluri eko-

nomikis pirobebSi sawarmoebi iZulebulni arian erTnairi yu-

radReba miaqcion saSinao da sagareo bazrebis Seswavlas, Tun-

dac TavianT produqcias mxolod saSinao bazarze yiddnen.

saerTaSoriso kompaniebis marketinguli garemos Ses-

wavla erovnul bazrebze moqmedi kompaniebis garemocvis

SeswavlasTan SedarebiT bevrad ufro rTulia, radgan yove-

li qveynis ekonomika, kulturuli tradiciebi, bunebrivi pi-

robebi gansxvavebulia. specifikuri TvisebebiT xasiaTdeba

calkeuli qveynis politikuri garemo, biznesis sakanonmdeb-

lo baza. sxvadasxva qveyanas sxvadasxva SesaZlebloba aqvs

mecnierebisa da teqnikis ganviTarebisTvis, rac gansxvavebu-

li teqnologiuri garemos Camoyalibebas ganapirobebs.

saerTaSoriso marketingul garemos Seswavlis proces-

Si, ZiriTadad, oTx nawilad yofen, kerZod, saerTaSoriso

doneze moqmed faqtorebs da Zalebs ase ajgufeben:

1) ekonomikuri garemo;

2) politikur-samarTlebrivi garemo;

3) kulturuli garemo;

4) sainformacio-teqnologiuri garemo.

marketingis cnobili specialistebis azriT, qveynebis

ekonomikuri garemos xasiaTi, pirvel rigSi, damokidebulia

ekonomikis dargobriv struqturasa da Semosavlebis ganawi-

lebis wesze. ekonomikis dargobrivi struqtura, Tavis

357

mxriv, gansazRvravs ekonomikis ganviTarebas da, Sesabamisad

amisa, xalxis cxovrebis dones.

ganasxvaveben ekonomikis dargobrivi struqturis Sem-

deg tipebs:

1) naturaluri meurneobis mqone qveynebi. aseT qvey-

nebSi mosaxleobis didi nawili sofelSi cxovrobs,

ZiriTadad, xeliT Sromobs, warmoebuli sasoflo-

sameurneo produqtis did nawils TviTonve moix-

mars da mxolod mcire nawils cvlis misTvis saWiro

saqonelsa da momsaxurebaze. aseTi qveynebis magali-

Tia bangladeSi da eTiopia, romelTac saerTaSori-

so ekonomikaSi CarTvis mxolod minimaluri SesaZ-

leblobebi aqvT;

2) nedleulis eqsportiori qveynebi. isini mdidrebi

arian erTi an ramdenime bunebrivi resursiT, magram

mTlianobaSi Raribi qveynebia. maT gaaqvT sazRvar-

gareT TavianTi bunebrivi resursebi. am gziT iReben

isini Semosavlebis nawils. aseTi qveynebis ricxvs

miekuTvneba, magaliTad, saudis arabeTi, romelic

msoflioSi navTobis erT-erTi didi eqsportioria.

am tipis qveynebSi kargad iyideba mompovebel mrew-

velobaSi gamosayenebeli manqana-mowyobilobebi;

3) industriulad ganviTarebadi qveynebi. maT ricxvSi

Sedis, magaliTad, brazilia, egvipte, filipinebi. am

qveynebSi TandaTanobiT maRldeba cxovrebis done,

Sesabamisad, izrdeba moTxovna Tanamedrove samom-

xmareblo saqonelze, kerZod, mobilur telefoneb-

ze, modur tansacmelze da a.S. kargad iyideba mZime

manqanaTmSeneblobis nawarmi, foladi.

4) axali industriuli qveynebi. maT miekuTvneba, maga-

liTad, samxreT korea, tailandi, taivani,… malaizia,

singapuri. isini arian, ZiriTadad, mza produqciis

eqsportiorebi da nedleulisa da naxevarfabrika-

tebis importiorebi. cxovrebis donis amaRlebis pa-

ralelurad am qveynebSi kargad iyideba nebismieri

samomxmareblo saqoneli.

5) ganviTarebuli qveynebi. isini erTmaneTTan vaWro-

ben sxvadasxva saxis samrewvelo saqonliT, SeaqvT

nedleuli dabalganviTarebuli qveynebidan, arian

358

mza produqciis importiorebi ganviTarebad da

axal industrial qveynebSi.

xalxis cxovrebis done ganisazRvreba moxmarebuli sa-

qonlis da momsaxurebis raodenobiTa da xarisxiT, rac, Ta-

vis mxriv, Semosavlebze da maTi ganawilebis donezea damoki-

debuli. marketinguli starategia, cxadia, unda SeirCes imis

mixedviT, Tu rogori Semosavlebis mqone ojaxebi Warbobs

qveynebSi, radgan moxmarebis struqtura arsebiTad aris gan-

sxvavebuli Zalian dabalSemosavlian, mcireSemosavlian,

mcireSemosavlian da didSemosavlian ojaxebSi.

rogorc wesi, saerTaSoriso biznesis da saerTaSoriso

marketingis ganviTarebisaTvis meti SesaZleblobebi ekono-

mikurad ganviTarebul qveynebSia Seqmnili. magram, imavdro-

ulad, mosaxleobis raodenobis stabilurobis da cxovrebis

maRali donis gamo, bevri produqtis gasaReba did marketin-

gul Zalisxmevas moiTxovs. produqciis gasaRebis meti po-

tenciali grZelvadian perspeqtivaSi aqvT ganviTarebad

qveynebs, sadac importis moculoba dReisTvis mcirea.

mniSvnelovani ekonomikuri faqtori, romelic unda ga-

iTvaliswinon saerTaSoriso marketingSi, aris valutis kursis

stabiluroba. arastabiluri valutis kursis pirobebSi didia

zaralis miRebis albaToba, amitom didi mniSvneloba eniWeba

saangariSsworebo valutis sworad gansazRvras. angariSswore-

bisTvis SeiZleba SeirCes rogorc eqsportiori, ise importio-

ri qveynis, saWiroebis SemTxvevaSi ki mesame qveynis valuta.

erT-erTi mniSvnelovani faqtori, romelic gavlenas

axdens saerTaSoriso marketingis menejerebis mier miRebul

gadawyvetilebebze, aris miznobrivi qveynis infrastruqtu-

ra. ganuviTarebuli infrastruqturis pirobebSi SeiZleba

mkveTrad SeizRudos saqonlis warmoebis, gasaRebis da misi

bazarze win wawevis RonisZiebebis SesaZleblobebi. Tanamed-

rove mowinave kompaniebis marketingis specialistebi xSirad

sTvlian, rom ganviTarebadi qveynebis infrastruqtura ar

Seesabameba maT dones. bolo periodSi bevrma qveyanam mniS-

vnelovani investiciebi ganaxorcielainfrastruqturis

ganviTarebisTvis. ase, magaliTad, CineTis xelisuflebam ve-

berTela investiciebi Cado fiWuri telefonebis bazris gan-

viTarebaSi.

ama Tu im qveyanaSi biznesis wamowyebis an gafarToebis

Taobaze gadawyvetilebis miRebamde, aucileblad unda Seis-

359

wavlon politikur-samarTlebrivi garemo Semdegi faqtore-

bis mixedviT:

1) damokidebuleba ucxoeli biznesmenebis mimarT;

2) politikuri stabiluroba;

3) fulad-sakredito urTierTobebis regulireba;

4) saxelmwifo biurokratia.

sxvadasxva qveyanaSi ucxoeli biznesmenebis mimarT da-

mokidebuleba gansxvavebulia. bevr qveyanaSi ucxoel mewar-

meebs keTilganwyobilad xvdebian, magaliTad, meqsikaSi, tai-

landSi, filipinebSi; bevrgan ki zRudaven maT, magaliTad,

indoeTSi. indoeTis mTavroba ucxoel biznesmenebs aviwro-

ebs kvotebiT, savaluto SezRudvebiT.

firmebisTvis (kompaniebisTvis), sazRvargareT biznesis

ganxorcielebis dros, arsebiTi xasiaTis problemaa, agreT-

ve, samTavrobo biurokratiis arseboba. aris qveynebi, rom-

lebSic biznesis warmoeba SesaZlebelia mxolod araoficia-

luri gasamrjelos (qrTamis) gadaxdis Semdeg.

sazRvargareT saqmianobis ganxorcielebisas metad

mniSvnelovania politikuri stabilurobis sakiTxi. arasta-

bilur politikur viTarebaSi xSiria ucxo qveynebis kompani-

ebis sakuTrebis nacionalizacia, maTi savaluto angariSebis

gayinva bankebSi, sxvadasxva satarifo da arasatarifo barie-

rebis amoqmedeba maT winaaRmdeg. Tumca, zogjer isec xdeba,

rom arastabilur politikur pirobebSi zogierTi kompania

sakmaod maRali efeqtianobiT axerxebs funqcionirebas.

sazRvargareTis bazarze gasvlis Sesaxeb gadawyveti-

lebis miRebisas kompaniebma unda gaiTvaliswinon, agreTve,

iq arsebuli fulad-sakredito urTierTobebis regulire-

bis wesebi. SeiZleba qveynis kanonmdeblobiT akrZaluli iyos

angariSsworeba ucxo qveynis valutiT. SeiZleba xelisufle-

ba zRudavdes qveynidan Tavisi valutis gatanas. isic SesaZ-

lebelia, rom myidvel qveyanas ekonomikuri mdgomareobis

gamo ar SeeZlos angariSsworeba valutiT da saWiro gaxdes

Semxvedri vaWrobis gamoyeneba.

Semxvedri vaWroba saerTaSoriso vaWrobis erT-erTi

formaa, romelic iTvaliswinebs saqonlis pirdapir da ara-

pirdapir gacvlas sxva saqonelze valutiT anazRaurebis

nacvlad. Semxvedri vaWrobis formebia: barteri, kompensa-

cia da Semxvedri Sesyidvebi. barteruli gacvlis dros pro-

360

duqti pirdapir icvleba produqtze. magaliTad, TviTmfri-

navi boingi — 747 saudis arabeTSi gaicvala navTobze. kompen-

saciis dros gamyidveli yidis sawarmos, mowyobilobas an

teqnikas sxva qveynis myidvelebze da Tanaxmaa anazRaureba

moxdes maTi (gamoyenebiT) warmoebuli produqciiT. Semxved-

ri vaWrobis dros gamyidvels Tavisi produqtis Rirebuleba

aunazRaurdeba fuliT, romlis nawili SeTanxmebis Tanaxmad

unda gamoiyenos am qveynis produqtis sayidlad drois gan-

sazRvruli periodis ganmavlobaSi. magaliTad, PepsiCo ru-

seTSi yidis Tavis produqcias rusul fulze da yidulobs

rusul arays aSS-Si gasayidad. Semxvedri Sesyidvebi, xSirad,

ramdenime safexurisgan Sedgeba. ase, magaliTad, Daimler-chryisler-ma rumineTs 30 satvirTo manqana miyida 150 ruminu-

li warmoebis jipis sanacvlod.jipebi man bananze gacvala ek-

vadorSi, banana ki germanul supermarketebs miyida. kompani-

am am gziT miiRo germanuli valuta.

saerTaSoriso kompania yovelTvis mzad unda iyos imis-

Tvis, rom yovel konkretul SemTxvevaSi miiRos misTvis

xelsayreli gadawyvetileba.

saerTaSoriso arenaze gasuli kompaniebisTvis aucile-

belia miznobriv qveyanaSi biznesis maregulirebel samar-

Tlebriv bazaSi garkveva. igi kargad unda icnobdes saerTa-

Soriso samarTlis normebsac.

samarTlebrivi garemos mniSvnelovan elementebs, rom-

lebic gavlenas axdenen saerTaSoriso kompaniebis marketin-

gul saqmianobaze ama Tu im qveyanaSi, miekuTvneba:

1) komerciuli an xelSekrulebiTi samarTali;

2) antimonopoliuri kanonmdebloba;

3) sagadasaxado kanonmdebloba;

4) faswarmoqmnis procesis maregulirebeli samar-

Tlebrivi normebi;

5) garemos dacvis kanoni, sanitarul-higienuri nor-

mebi da usafrTxoebis teqnikis gamoyenebis wesebi;

6) SromiTi kanonmdebloba.

rac Seexeba saerTaSoriso samarTlis normebs, isini

moicaven sakanonmdeblo aqtebis FfarTo wres, romlebic are-

gulireben qveynebs Soris urTierTdamokidebulebis saer-

To pirobebs.

361

saerTaSoriso arenaze gasulma kompaniebma unda gaar-

kvion isic, Tu sxva qveynebis mosaxleobas rogori kulturu-

li tradiciebi da wes-Cveulebebi aqvs, radgan xSirad swo-

red kulturul faseulobebzea damokidebuli ama Tu im kon-

kretuli saqonlis da momsaxurebis yidva momxmareblis mier.

qveynebis mixedviT gansxvavebulia molaparakebebis warmar-

Tvis da xelSekrulebebis gaformebis wesic. sxvadasxva kul-

turis mqone xalxSi arsebiTad gansxvavebulia egreTwodebu-

li “munji ena”-araverbaluri SetyobinebebiT dakavSireba

erTmaneTTan.

kulturuli tradiciebiT gansazRvrul samomxmareb-

lo Cvevebze uamravi magaliTis motana SeiZleba. ase, magali-

Tad: frangi mamakaci meuRlesTan SedarebiT saSualod or-

jer met parfiumeria-kosmetikis nawarms moixmars; italie-

lebTan SedarebiT germanelebi da frangebi ufro met samar-

ko makarons miirTmeven; evropisagan gansxvavebiT saqarTve-

loSi didi raodenobiT moixmareba puri da purproduqtebi;

qarTvelebi mcirewlovani gogonebis tansacmelSi upirate-

sobas vardisfers aniWeben, belgiaSi ki am mizniT cisferi ga-

moiyeneba; rac Seexeba belgieli mcirewlovani vaJebis tan-

sacmels, mis gasawyobad upiratesobas vardisfer arSias ani-

Weben; amerikelebisagan gansxvavebiT Cinelebi gamagrilebel

sasmelebs mcire odenobiT miirTmeven.

saqmiani urTierTobis normebi da tradiciebic arsebi-

Tad aris gansxvavebuli qveynebis mixedviT. maTi codnis ga-

reSe kompaniaTa menejerebs gauWirdebaT urTierTobis dam-

yareba adgilobriv saqmian wreebTan da saerTod SeiZleba

verc ki SeZlon molaparakeba TanamSromlobaze. ase, magali-

Tad: safrangeTSi saerTaSoriso dokumentebis momzadebisas

upiratesoba frangul enas eniWeba; iaponeli menejerebi mo-

laparakebis dros daaxloebiT 6 wamian pauzas akeTeben; ita-

lielebi, germanelebi da frangebi manipulaciad Tvlian si-

tuaciis gasaneitraleblad molaparakebis dasawyisSi raime

sasiamovnoze saubars; did britaneTSi da aSS-Si saqmiani vax-

Sami ubraloebiT gamoirCeva, germaniaSi ki, piriqiT, mas Za-

lian did mniSvnelobas aniWeben. germanelis mier saqmian vax-

Samze miwveva pativiscemis da ndobis gamoxatulebaa; Sveica-

rielebi da germanelebi did mniSvnelobas aniWeben punqtua-

lobas. isini Sexvedrebze ar igvianeben da sxvebisganac amas

moiTxoven, samxreT evropis da laTinuri amerikis zogierT

362

qveyanaSi ki droisadmi “Tavisufali” midgomaa; aSS-Si savi-

zito baraTebis gadacema da CamorTmeva swrafad da yovel-

gvari zedmeti formalobis gareSe xdeba, iaponelebisaTvis,

piriqiT, es mniSvnelovani movlenaa. iaponels savizito bara-

Ti orive xeliT ukavia maRla, vidre meore mxare guldasmiT

ar waikiTxavs masze ganTavsebul informacias.

rogorc ukve iTqva, qveynebis mixedviT araverbaluri

enac gansxvavebulia. ase, magaliTad: CineTSi saaTs ar Cuqni-

an, radgan mas sikvdilis simbolod aRiqvamen; taivanSi Tavis

gadaqneva upativcemlobad iTvleba; cxvirze TiTis dadeba

britaneTSi konfidencialobas niSnavs, italiaSi ki megob-

rul gafrTxilebas; xelis cera da saCvenebeli TiTiT aso

“0”-s gamoyvana aSS-Si “O key” niSnavs, iaponiaSi “fuls”, tu-

nisSi ki “me Sen mogklav”; Soreuli aRmosavleTis qveynebSi

TeTri feria samgloviaro, laTinur amerikaSi mewamuli, ev-

ropaSi ki Savi.

saerTaSoriso marketingul saqmianobaze arsebiT gav-

lenas enobrivi barieri axdens. Marketingis menejerebma unda

izrunon imisTvis, rom sazRvargareTel momxmareblebTan

komunikacia adgilobriv enaze daamyaron. saqonelTan dakav-

Sirebuli informacia sazRvargareTel momxmarebels unda

miawodon adgilobriv enaze. sasurveli Sedegis misaRwevad

saWiroa mimarTvebis sworad gadaTargmna.

globalizaciis procesSi sul ufro da ufro izrdeba

marketingze sainformacio teqnologiuri garemos gavlena.

XX saukunis bolos eleqtronikasa da sainformacio teqno-

logiebSi ganxorcielebulma revoluciurma cvlilebebma

arsebiTad gaafarTova saerTaSoriso kompaniebis moqmede-

bis areali, daxvewa da srulyofili gaxada maT mier gamoye-

nebuli marketinguli meTodebi da xerxebi.

telefonma da internetma SesaZlebeli gaxada msof-

lio bazars dakavSirebodnen ara marto msxvili, aramed mci-

re sawarmoebic. dainerga da ganviTarda globaluri eleq-

tronuli komercia, romelmac axali SesaZleblobebi Seqmna

saerTaSoriso marketingis ganviTarebisaTvis. dReisTvis in-

ternetis daxmarebiT SesaZlebelia msoflios nebismieri

qveynis momxmarebels miewodos informacia saqonlisa da

momsaxurebis Sesaxeb, Camoyalibdes moTxovna ama Tu im kom-

paniis produqtze, adamianma iyidos esa Tu is saqoneli. mom-

xmarebels saxlidan gamousvlelad SeuZlia garigebebis da-

363

deba. saqoneli myidvels SeiZleba gadaeces mis ofisSi, sax-

lSi, binaSi informaciis saxiT. arsebuli momsaxurebis miwo-

deba myidvelisTvis SesaZlebelia eleqtronuli saSualebe-

bis gamoyenebiT. SesaZlebeli gaxda msoflios wamyvan bir-

Jebze vaWrobaSi monawileobis miReba.

saerTaSoriso marketingis menejerebs internetis

globaluri qseli informaciis sxva arxebTan SedarebiT sa-

Sualebas aZlevs:

1) swrafad miiRon maTTvis aucilebeli informacia;

2) operatiulad Caataron marketinguli RonisZiebebi

(Secvalon fasebi, ganaTavson reklama, Secvalon sa-

qonlis miwodebis meTodebi da a.S);

3) miiRon sruli informacia konkurentebze;

4) daukavSirdnen momxmarebels msoflios sxvadasxva

kuTxeSi;

5) damoukideblad da swrafad moZebnon biznespartni-

orebi msoflios sxvadasxva qveyanaSi da daamyaron

maTTan kontaqti operatiulad.

16.3. saerTaSoriso bazrebze gasvlis marketinguli strategiebi

saerTaSoriso bazrebze gasvlasTan dakavSirebiT ga-

dawyvetilebis miRebis Semdeg sawarmoebi amuSaveben marke-

tingul strategiebs. praqtikaSi ganasxvaveben saerTaSori-

so bazrebze gasvlis sam sabazo strategias. maT miekuTvneba:

1) importuli da eqsportuli operaciebis ganxorcie-

leba;

2) sakontraqto SeTanxmebis dadeba;

3) saerTaSoriso pirdapiri investiciebi.

riskisa da kontrolis done saerTaSoriso bazrebze

gasvlis sabazo strategiebis mixedviT gansxvavebulia (ix.

nax. 16.2).

gadawyvetileba sazRvargareTidan saqonlis Semota-

nasTan (importirebasTan) dakavSirebiT sawarmoebis mier mi-

iReba adgilobrivi moTxovnis Sefasebis Semdeg. ganasxvave-

ben pirdapir da arapirdapir imports. pirdapiri importis

dros saqoneli qveyanaSi SeaqvT pirdapir mwarmoebeli qvey-

nidan. importirebuli saqoneli SeiZleba iyos samomxmareb-

364

lo, SeiZleba sawarmoo daniSnulebis. arapirdapiri importi

gulisxmobs qveyanaSi naxevarfabrikatebis da makompleqte-

beli mowyobilobebis Semotanas importirebul manqana-da-

nadgarebSi gamosayeneblad. saqonlis importTan erTad, ro-

melsac “xilul” imports uwodeben, xorcieldeba “uxilavi”

importic. uxilavi importi gulisxmobs ucxour valutiT

anazRaurebul ama Tu im momsaxurebas, magaliTad, tvirTis

gadazidvas, dazRvevas, sabanko operaciebs da a. S.

nax. 16. 2. saerTaSoriso bazrebze gasvlis sabazo

strategiebi

eqsportSi igulisxmeba mocemul konkretul qveyanaSi

warmoebuli saqonlis sazRvargareT gatana gayidvis da mo-

gebis miRebis mizniT. importis msgavsad eqsportic aris pir-

dapiri da arapirdapiri, “xiluli” da “uxilavi”. pirdapiri

eqsportis dros sawarmoebs saqoneli gaaqvT sazRvargareT,

k o n t r o l i s d o n e

maRali

saSualo

dabali

importi

eqsporti

pirdapiri

arapirdapiri

sakontraqto

SeTanxmeba

pirdapiri

investiciebi

frenSaizingi

licenzireba

subsanardo

SeTanxmeba

sawarmoo

simZlavreebis

Seqmna

amwyobi

simZlavreebis

Seqmna

maRali

dabali

saSualo

r i s k i s d o n e

365

rac Zalian sariskoa, magram SeuZlia didi mogebis motana. sa-

warmoebs pirdapiri eqsportis ganxorcieleba ramdenime

gziT SeuZliaT: sawarmo qmnis saeqsporto qvedanayofs; sa-

warmo sazRvargareT savaWro filials afuZnebs; produqci-

is qveynis gareT gasatanad sawarmo iyenebs sazRvargareTel

distributorebs an savaWro agentebs. distributorebi mo-

cemuli sawarmodan yiduloben saqonels SemdgomSi gayidvis

mizniT, agentebi ki sakomisio sawyisebze yidian sawarmos sa-

qonels. arapirdapiri eqsporti xorcieldeba saerTaSoriso

marketinguli Suamavlebis mier. maT miekuTvneba: eqsportiT

dakavebuli adgilobrivi sawarmoebi da agentebi, koopera-

ciuli sawarmoebi, saxelmwifo saeqsporto saagentoebi. ara-

pirdapiri eqsporti nakleb xarjebs moiTxovs, amitom sawar-

moebi saqonlis sazRvargareT gatanas arapirdapiri eqspor-

tiT iwyeben.

importis da eqsportis dros kontrolis xarisxic da-

balia da riskis donec.

sakontraqto SeTanxmebis pirobebSi kompaniebi TavianT

bizness aerTianeben sxva qveynebis partniorebTan. sakon-

traqto SeTanxmeba SeiZleba ganxorcieldes licenzirebis,

frenSaizingis da subsanardo SeTanxmebis saxiT.

kompaniisTvis licenzireba sazRvargareTis bazrebze

gasvlis martivi xerxia. am SemTxvevaSi kompania xelSekrule-

bas aformebs licenziatTan sazRvargareTis bazarze. dade-

buli xelSekrulebis Tanaxmad licenziats SeuZlia gamoiye-

nos mocemuli kompaniis savaWro marka, teqnologia, patenti

gansazRvruli anazRaurebis fasad. licenzirebis dros kom-

pania sazRvargareTis bazarze Sedis riskis gareSe. am Sem-

TxvevaSi licenziantic moigebs, radgan mas ar uwevs Tavisi

saqmis nulidan dawyeba. amasTan licenzireba naklovanebebi-

Tac xasiaTdeba. licenziis gamcem kompaniebs licenziatis

gakontrolebis SesaZleblobebi umcirdebaT. isic SesaZle-

belia, rom kompaniam licenziatis saxiT TavisTvis Zlieri

konkurenti sawarmos Seqmnas Seuwyos xeli.

frenSaizingi sazRvargareTis bazrebze gasvlis erT-

erTi gavrcelebuli gzaa. licenzirebis msgavsad frenSai-

zingis SemTxvevaSic sazRvargareT biznesis ganxorcielebis

riski mcirdeba. rogorc cnobilia, biTumad da sacalod mo-

vaWre sawarmoebi (frenSizebi) Tanxmdebian mwarmoebeli sa-

warmoebis (frenSaizebis) gansazRvrul moTxovnebs maTi

366

produqtebis gayidvis uflebis mopovebis, maTi saxelwode-

bebis gamoyenebis, sxvadasxva saxis momsaxurebis miRebis sa-

nacvlod. rogorc praqtikam uCvena, saerTaSoriso frenSai-

zingis efeqtianoba damokidebulia imaze, Tu ramdenad swo-

red SeZleben frenSizebi da frenSaizerebi standartuli

midgomebis da adgilobrivi momxmareblebis moTxovnebis Se-

sabamisobaSi moyvanas.

subsanardo SeTanxmebis dros sazTvargareTuli kompa-

niebis produqti adgilobriv sawarmoebSi iqmneba. bevrma da-

savlurma kompaniam swored subsanardo SeTanxmebiT SeaRwia

taivanis bazarze. sakontraqto SeTanxmebis am saxis gamoye-

nebis dros sawarmoo procesebis kontrolis SesaZlebloba

kompaniebs umcirdebaT. isini kargaven potenciuri maragis

nawilsac. miuxedavad amisa, sazRvargareT saqmianobis mcire

riskis pirobebSi gafarToebis gamo, sakontraqto SeTanxme-

bis am formis gamoyenebas kompaniebi saTanado yuradRebas

aqceven. subsanardo kontraqtebi aqvs gaformebuli ameri-

kul kompania Sears-s meqsikasa da espaneTSi adgilobriv

mwarmoeblebTan Tavisi produqtebis, pirvel rigSi, tansac-

mlis warmoebasTan dakavSirebiT.

pirdapir investiciebSi igulisxmeba fulis dabandeba

sazRvargareT sakuTari sawarmos Sesaqmnelad. es sawarmo Se-

iZleba iyos sawarmoo an amwyobi tipis. pirdapir investire-

bas kompaniebi mimarTaven maSin, roca maT aqvT eqsportis ga-

mocdileba, sazRvargareTis bazari didia da kargadac vi-

Tardeba. finurma mobiluri telefonebis firma Nokia-m Cine-

Tis bazarze, Tavdapirvelad, SeaRwia erToblivi sawarmos

SeqmniT. SemdgomSi man yvela adgilobrivi erToblivi sawar-

mo gaaerTiana da daiwyo CDMA tipis telefonebis adgilob-

rivi warmoeba.

pirdapir investirebas axasiaTebs mTeli rigi upirate-

sobebi, kerZod, SesaZlebeli xdeba adgilobrivi iafi muSaxe-

lis gamoyeneba, adgilobrivi momxmareblebis moTxovnebTan

produqtis ukeTesad adaptacia, investiciebis maqsimalu-

rad gakontroleba, prestiJis amaRleba adgilobriv mosax-

leobaSi da a. S. magram pirdapiri investireba naklovanebebi-

Tac xasiaTdeba. jer erTi, kompanias SeiZleba gauZneldes

Tavisi Semosavlebis qveynidan gatana, meore, SesaZlebelia

Seicvalos xelisufleba da safrTxe daemuqros mis kapi-

367

tals, mesame, mosalodnelia qveyanaSi ise Seicvalos ekono-

mikuri situacia, rom kompania dazaraldes. miuxedavad nak-

lovanebebisa, dRes pirdapiri investiciebi sazRvargareTis

bazrebze gasvlis erT-erTi mniSvnelovani gzaa.

16.4. saerTaSoriso marketingis ZiriTadi elementebi

saerTaSoriso marketingis ZiriTad elementebs mie-

kuTvneba:

1) marketingul RonisZiebaTa ganxorcielebis organi-

zacia;

2) standartizacia;

3) produqciis gasaRebisa da gadaadgilebis dagegmva;

4) fasebis dagegmva.

marketingul RonisZiebaTa ganxorcielebis organiza-

cia, pirvel rigSi, iTvaliswinebs saqonlis warmoebis Segue-

bas sazRvargareTuli bazrebis moTxovnebTan. amasTan dakav-

SirebiT saWiro xdeba saerTaSoriso sasaqonlo strategie-

bis SemuSaveba da realizacia. saerTaSoriso sasaqonlo

strategiebSi gamoyofen Semdeg strategiebs:

1) gafarToebis strategia;

2) produqciis adaptaciis strategia;

3) “uku” gamogonebis strategia;

4) saqonlis warmoebis Sewyvetis strategia.

gafarToebis strategia iTvaliswinebs saeqsporto sa-

qonlis asortimentze standartul midgomas, e. i. saqoneli

sazRvargareT gaaqvT saxelwodebis, SefuTvis da sxva sasa-

qonlo komponentebis Secvlis gareSe. am strategias kompa-

niebi iyeneben maSin, roca qveynis saSinao bazari ukve aRar

iZleva sakmaris mogebas. saqonlis sazRvargareTis bazrebze

ubralod gafarToebis strategiiT gatanis dros mTavari aq-

centi sasaqonlo asortimentis sworad formirebasa da mar-

Tvaze keTdeba.

produqciis adaptaciis strategiis sazRvrebSi xdeba

misi maxasiaTeblebis SesabamisobaSi moyvana sazRvargareTu-

li bazrebis moTxovnebTan. adaptacia SeiZleba Seexos ara

marto saqonlis xarisxs, dizains, aramed mis SefuTvas da

momxmareblisTvis SeTavazebul momsaxurebas. saqonlis saz-

RvargareTeli momxmareblis moTxovnis mixedviT modifika-

368

ciis aucilebloba ganpirobebuli SeiZleba iyos mTeli rigi

faqtorebiT, kerZod, ama Tu im qveynis oficialuri moTxovne-

biT, dabegvris adgilobrivi wesiT, klimaturi pirobebiT da a

S.. qveyanaSi saqonelze gansakuTrebuli standartis arsebobis

gamo, SeiZleba oficialurad moiTxovon misi maxasiaTeblebis

Secvla. dabegvris adgilobrivma Taviseburebebma SesaZlebe-

lia mwarmoebels ubiZgos misi modifikaciisaken gadasaxadebis

Semcirebis mizniT. gansxvavebulma klimaturma pirobebma SeiZ-

leba gansxvavebuli SefuTva gaxados saWiro. kompania Philips-ma

iaponiis bazarze mogebis miReba daiwyo imis Semdeg, rac yavada-

nis zomebi iaponur samzareulos Seusabama. Nokia-m Tavisi mobi-

luri telefonis modeli 6100-is modifikacia yvela ZiriTadi

bazaris mixedviT ganaxorciela.

`uku” gamogonebis strategias kompaniebi iyeneben maSin,

roca TavianTi produqcia SeaqvT ganviTarebad qveynebSi. am

SemTxvevaSi kompaniebi saeqsportod awarmoeben TavianT qve-

yanaSi moralurad moZvelebul saqonels. aseTi saqoneli Se-

iZleba iyos, magaliTad, xelis sakaso aparatebi, meqanikuri

sakeravi manqanebi.

is saerTaSoriso kompaniebi, romelTa mizanic asorti-

mentis sistematuri ganaxlebaa, iyeneben saqonlis warmoebis

Sewyvetis strategias. am strategiis daniSnuleba iseTi pro-

duqciis Seqmnaa, romelsac analogi ar eyoleba. aseTebia

axal moTxovnebebze orientirebuli, principulad axali

produqtebi. saqonlis warmoebis Sewyvetis strategias iye-

nebs avejisa da aqsesuarebis katalogebis gamoyenebiT gam-

yidveli germanuli kompania MBT, romelic asortiments yo-

vel 6 TveSi anaxlebs.

standartizaciaSi, rogorc saerTaSoriso marketin-

gis elementSi, igulisxmeba marketingis programebis

standartizaciis done, rac praqtikaSi standartuli da

arastandartuli marketinguli kompleqsis damuSavebasa

da gamoyenebaSi vlindeba.

standartuli marketinguli kompleqsi iTvaliswinebs

erTnairi saqonlis miwodebas sazRvargareTuli bazrebisaT-

vis, erTi da imave sareklamo da saqonelmoZraobis arxebis,

erTnairi fasebis gamoyenebas.

standartuli marketinguli kompleqsis pirobebSi

mcirdeba xarjebi, izrdeba mogeba.

369

arastandartuli marketingis programis pirobebSi gamo-

iyeneba adaptirebuli marketinguli kompleqsi, romlis mixed-

viT marketingis kompleqsis elementebi SesabamisobaSi mohyavT

yoveli sazRvargareTuli bazris moTxovnebTan. am dros kompa-

niebi iyeneben adgilobriv menejerebs, mmarTveloba aris de-

centralizebuli.

adgilobriv pirobebTan adaptirebuli marketinguli

programebis gamoyenebis dros SesaZlebeli xdeba kompaniis kon-

kurentuli poziciebis ganmtkiceba, mcirdeba danakargebi da

izrdeba bazris wilis gafarToebis da mogebis gazrdis SesaZ-

leblobebi.

wminda standartuli an globaluri midgomiT warmate-

biT dainerga msoflioSi iseTi saqoneli, rogoricaa saparsi

Philips, firfitasakravi Sony Walkman. adgilobriv kultu-

rul tradiciebs usadagebs Tavis saqmianobas McDonald’s. marTalia, is erTi da imave sabazo sawarmoo sqemiT muSaobs,

magram meniu SesabamisobaSi mohyavs adgilobrivi momxmareb-

lebis moTxovnebTan.

ukanasknel wlebSi saerTaSoriso kompaniebi sul ufro

xSirad iyeneben kombinirebul marketingul programebs,

romlebic standartuli da adaptirebuli midgomebis SeTa-

nawyobis bazaze yalibdeba. kombinirebuli marketinguli

programis CarCoebSi marketingis kompleqsis zogi aspeqti

standartuli, zogi ki adaptirebulia. marketingis kom-

pleqsis romeli elementi unda iyos standartuli da rome-

li adaptirebuli gadawydeba miznobrivi bazris mixedviT.

produqciis gasaRebis da gadaadgilebis dagegmva iT-

valiswinebs gasaRebis arxebis SerCevas da saqonlis fizi-

kur gadaadgilebas sazRvargareTis bazrebze.

xSirad saqonelmoZraobis tradiciuli arxebis gver-

diT iyeneben saqonlis gadaadgilebis aratradiciul saSua-

lebebsac. saerTaSoriso kompaniaSi saqonlis momxmareblem-

de mitana xorcieldeba sami ZiriTadi arxiT. esenia: gamyid-

velis Stab-bina, qveyanaTaSorisi arxebi da qveynis Siga arxe-

bi. gamyidvelis Stab-bina xelmZRvanelobs saqonelmoZrao-

bis arxebs da TviTonac misi nawilia. saxelmwifoTaSoris ar-

xebs saqoneli sxva qveynis sazRvrebamde miaqvs. Siga saxelmwi-

foebriv arxebs saqoneli gadaaqvs sazRvris gadakveTis pun-

qtidan saboloo momxmareblebamde. isini qveynebis mixedviT

arsebiTad gansxvavebulia erTmaneTisagan.

370

saerTaSoriso kompaniebma faswarmoqmnis procesSi Se-

iZleba gamoiyenon Semdegi alternetiuli strategiebi:

1) standartuli fasi yvela sazRvargareTuli

bazrisTvis;

2) ormagi faswarmoqmna;

3) faswarmoqmna konkretuli bazrebisTvis.

standartuli, anu unificirebuli fasebi gamoiyeneba

maSin, roca ama Tu im qveyanaSi gaweuli marketinguli xarje-

bi imdenad dabalia, rom ar SeuZlia gavlena moaxdinos fasis

sidideze. standartuli fasebis gamoyenebis dros kompania

darwmunebuli unda iyos, rom im qveynis bazarze, sadac maT

SeaqvT saqoneli, ar gamoCndeba analogiuri saqonlis ufro

dabal fasad gamyidveli konkurentebi.

ormagi faswarmoqmnis strategia iTvaliswinebs gan-

sxvavebuli fasebis dawesebas erovnuli da sazRvargareTu-

li bazrebisTvis.

faswarmoqmnis mesame strategia — faswarmoqmna konkre-

tuli qveynisTvis ufro moqnilia. am strategiis Sesabamisad

fasebis daweseba xorcieldeba adgilobrivi pirobebis gaT-

valiswinebiT.

saerTaSoriso marketingSi mniSvnelovan rols asru-

lebs transfertuli faswarmoqmna. transfertulia fasi,

romliTac saqoneli gadaadgildeba kompaniis SigniT. dReis-

Tvis saerTaSoriso kompaniebis umetesobas sxvadasxva qveya-

naSi aqvs Svilobili kompaniebi da filialebi. amitom tran-

sfertuli faswarmoqmnis sazRvrebi sakmaod farToa. tran-

sfertuli fasi gonivrul sazRvrebSi unda dawesdes. Tu

transfertuli fasi Zalian gadidebuli dawesdeba, SesaZle-

belia kompanias mouwios ufro meti gadasaxadis gadaxda. Tu

transfertuli fasi iqneba Zalian Semcirebuli, igi SeiZleba

dempingSi daadanaSaulon.

arsebobs transfertuli faswarmoqmnis sami saxe:

1) transferti TviTRirebulebis mixedviT. am SemTxve-

vaSi fasi dgindeba sawarmoo danaxarjebis doneze

da sazRvargareTis filiali Tavis angariSze iwers

firmis mier miRebul mTel Semosavals. es imas niS-

navs, rom firmis sawarmoo rgolis saqmianoba fasde-

ba efeqtianobis da ara momgebianobis mixedviT.

371

2) transferti komerciuli fasis mixedviT. am dros

ucxouri qvedanayofi produqtSi ixdis imdenive

Tanxas, ramdensac nebismieri gareSe myidveli. prob-

lemebi warmoiqmneba im SemTxvevaSi, roca sazRvar-

gareTis filials, produqciis dabali xarisxis da

fasis arakonkurentianobis gamo, neba eZleva misces

SekveTa sxva mimwodeblebs.

3) transferti sqemiT “TviTRirebulebas plus”. am

dros mogeba nawildeba mwarmoebels da ucxour qve-

danayofs Soris. am meTods davebis Tavidan acile-

bis meti Sansi aqvs. misi gamoyenebiT SesaZlebelia

korporaciuli mogebis optimizaciis miRweva da Ta-

namSromlobiT adgilobrivi da sazRvargareTuli

qvedanayofis ormxrivi daintereseba. transfertu-

li fasis Sesaxeb gadawyvetilebis miRebis procesis

xelmZRvanelad xSirad iniSneba umaRlesi rgolis

erT-erTi menejeri.

fasebis dawesebis dros bevri saerTaSoriso kompania

mxedvelobaSi iRebs adgilobriv pirobebs. maTi nawili xel-

sayrel fasebs inarCunebs ganviTarebad da naklebad ganviTa-

rebul qveynebSi saqonlis gamartivebuli variantebis miwo-

debis da adgilobrivi iafi muSaxelis gamoyenebis gziT. zog-

jer Semcirebuli fasi wesdeba bazris gafarToebis an nameti

saqonlis Tavidan mocilebis mizniT. ganviTarebul qveynebSi

saqonlis fasi misi kargi xarisxis gamo, rogorc wesi, Zviria.

marketingis saerTaSoriso kompleqsis mniSvnelovani

elementia produqtis sazRvargareTis bazrebze win wasawe-

vad gatarebuli RonisZiebebi, romelTa efeqtianobac damo-

kidebulia gamoyenebuli meTodebisa da xerxebis adgilob-

rivi bazrebis moTxovnebsa da TaviseburebebTan Sesabamiso-

baSi moyvanaze. am process specialistebi komunikaciur

adaptacias uwodeben. komunikaciuri adaptaciis procesSi

kompaniebi muSaobas warmarTaven ramdenime mimarTulebe-

biT:

1) produqciis saxelwodebis dazusteba adgilobrivi

enis mixedviT;

2) feris mimarT adgilobrivi mosaxleobis damokide-

bulebis gaTvaliswineba saqonlis gaformebis pro-

cesSi;

372

3) saWiroebis SemTxvevaSi yoveli miznobrivi sazRvar-

gareTuli bazrisTvis specialuri sareklamo mimar-

Tvis Sedgena;

4) mTeli sareklamo saqmianobis SesabamisobaSi moyvana

ama Tu im qveynis marketinguli garemos moTxovneb-

Tan;

5) gasaRebis stimulirebis meTodebisa da xerxebis

adaptacia adgilobriv pirobebTan da a. S.

kompaniebs sazRvargareTis bazrebze muSaobis proces-

Si uwevT, agreTve, saqonlis da momsaxurebis bazarze win wa-

wevis adgilobrivi praqtikis gaTvaliswineba. bevri magali-

Tis motana SeiZleba produqtis bazarze win wawevis proce-

sis daregulirebasTan dakavSirebiT qveynebis mixedviT. ase,

magaliTad: belgiasa da safrangeTSi akrZalulia sigaretis

da alkoholiani sasmelebis satelevizio reklama; italiasa

da avstraliaSi mkacrad kontroldeba bavSvebisTvis gan-

kuTvnili sareklamo mimarTvebi; saberZneTSi akrZalulia

kuponebis gavrceleba; safrangeTSi dadgenilia, rom momxma-

reblisTvis gadacemuli premiis da saCuqris Rirebuleba ar

unda aRematebodes saqonlis fasis 5%-s, saqarTveloSi ak-

rZalulia alkoholiani sasmelebis da Tambaqos nawarmis

reklamireba sabavSvo, saswavlo da samedicino dawesebule-

bebSi, kulturul da sportul organizaciebSi da a.S. qveyne-

bis mixedviT gansxvavebulia reklamirebisTvis gamoyenebu-

li saSualebebic: italiaSi reklamireba, ZiriTadad, Jurna-

lebiT xorcieldeba; inglisSi reklamis gasavrceleblad

upiratesobas saerTo-erovnul gazeTebs aniWeben; evrope-

lebs da amerikelebs urCevniaT saqoneli SeukveTon fostiT

da ara telefoniT; saqarTveloSi ufro prestiJulad sate-

levizio reklama iTvleba, JurnalebTan SedarebiT ki rekla-

mirebis procesSi upiratesoba gazeTebs eniWeba da a. S.

saerTaSoriso kompaniebis mier SemuSavebuli marketin-

guli strategiebis efeqtianad realizacia uSualod aris

damokidebuli marketingis samsaxurebze. kompaniebis didi

nawili sazRvargareTis bazrebze saqmianobis swored war-

marTvis mizniT, Tavdapirvelad, qmnis eqsportis ganyofile-

bas, Semdeg saerTaSoriso qvedanayofs, bolos ki xdeba glo-

baluri organizacia.

eqsportis ganyofilebas kompaniebi qmnian maSin, roca

maTi saerTaSoriso gayidvebi izrdeba. rogorc wesi, am gan-

373

yofilebis StatSi iricxebian gayidvis menejeri da misi Ta-

naSemweebi. saerTaSoriso gayidvebis gazrdis paralerulad

eqsportis ganyofileba farTovdeba, izrdeba mis mier gan-

xorcielebuli marketinguli samuSaoebis raodenobac. Sesa-

bamisad, ganyofilebis roli kompaniaSi TandaTanobiT maR-

ldeba. eqsportis ganyofileba saerTaSoriso marketingis

organizaciis martivi formaa, romlis amocana kompaniis mi-

er sazRvargareTis bazrebze produqciis gatanis saqmiano-

bis koordinaciaSia.

Tu kompania Seqmnis erTobliv sawarmos an ganaxorcie-

lebs pirdapir investiciebs, eqsportis ganyofilebis saqmia-

noba aRar aris sakmarisi sazRvargareT efeqtianad muSaobis

uzrunvelsayofad. aseT SemTxvevaSi saWiro xdeba saerTaSori-

so qvedanayofis Camoyalibeba. saerTaSoriso qvedanayofi

warmoadgens saerTaSoriso marketingis organizaciis for-

mas, romelic pasuxismgebelia kompaniis mier sazRvargareT

ganxorcielebul MmTel saqmianobaze. saerTaSoriso qvedana-

yofis sxvadasxva samsaxurSi dasaqmebuli arian marketingis,

warmoebis, samecniero kvlevebis, dabegvris, kadrebis speci-

alistebi. rogorc praqtika uCvenebs, organizaciuli erTe-

ulebi saerTaSoriso qvedanayofSi iqmneba geografiuli da

saproduqto principebis mixedviT. SeiZleba maT hqondeT sa-

erTaSoriso filialebis saxec.

specialistTa azriT, DdReisTvis saerTaSoriso kompa-

niebi gaxda, WeSmaritad, globaluri organizaciebi, romel-

Ta menejerebi dakavebulni arian sawarmoo da operaciuli

resursebis, marketinguli koncefciebis, finansuri nakadis

da materialur-teqnikuri momaragebis (logistikis) globa-

luri dagegmviT. globaluri operaciuli erTeuli uSua-

lod emorCileba korporaciis prezidents da ara saerTaSo-

riso qvedanayofis menejers.

marketingis specialistebis didi nawilis azriT, erov-

nuli kompaniebisTvis sazRvargareTis bazrebze gasvla obi-

eqturi aucileblobaa. isini sTvlian, rom amis gareSe maT ga-

uWirdebaT konkurentunarianobis SenarCuneba erovnul baz-

rebze, radgan saerTaSoriso kompaniebi erovnul kompaniebs

konkurencias adgilobriv bazrebzec uweven. amrigad, konku-

renti sawarmoebis globalizacia adgilobriv kompaniebsac

saqmianobis globalizaciisaken ubiZgebs.

374

Tavi 17. marketingi da sazogadoeba

17.1. sazogadoebrioba marketingis negatiuri

momentebis Sesaxeb

marketings xSirad akritikeben. zogierTi braldeba sa-

marTliania, umetesi nawili ki — ara. sazogadoebrivi kriti-

kis Tanaxmad, garkveuli saxis marketinguli saqmianoba zians

ayenebs individualur momxmareblebs, mTlianad sazogadoe-

bas da biznesis mesveurebs (mesakuTreebs).

momxmarebeli dainteresebulia imiT, Tu ramdenad em-

saxureba marketinguli sistema maT interesebs. Kgamokvleve-

bi aCvenebs, rom momxmarebels marketinguli praqtikisadmi

arc Tu mTlad dadebiTi damokidebuleba gaaCnia. momxmareb-

lebi, maTi advokatebi, samTavrobo saagentoebi da sxva kri-

tikosebi marketings momxmarebelTaTvis iseTi zianis miyene-

baSi adanaSauleben, rogoricaa Zviri fasebi, macduri praq-

tika, gayidva Zlieri zewoliT, mdare xarisxis da arc Tu

usafrTxo produqtebi, produqciis dagegmili daZveleba da

momxmareblis araxelsayreli momsaxureba.

bevri kritikosi acxadebs, rom amerikuli marketingu-

li sistemis mier SemuSavebuli fasebi, ufro `gonieri” sis-

temis fasebTan SedarebiT, bevrad Zviria. amis mizezad isini

sam faqtors asaxeleben — distribuciis did xarjebs, rekla-

mirebisa da stimulirebis did xarjebs da gazrdil fasna-

mats.

distribuciis didi xarjebi ganpirobebulia imiT, rom

xarbi Suamavlebis mier daweseuli fasebi aWarbebs maTi mom-

saxurebis realur safasurs. kritikosebi acxadeben, rom

araerTi Suamavali Tavis saqmianobas araefeqtianad da ubad-

rukad uZRveba, xSir SemTxvevaSi ki, arasaWiro da ormag mom-

saxurebas eweva. amis gamo, distribucia Zviri jdeba da mom-

xmarebelic am gazrdil Rirebulebas ixdis.

rogor reagireben gadamyidvelebi am braldebebze?

isini amtkiceben, rom Suamavlebi asruleben im samuSaos,

romlis gakeTebac, sxva SemTxvevaSi, mwarmoebels an momxma-

rebls mouwevda. fasnamati asaxavs momsaxurebas, romlebsac

TviT momxmareblebi moiTxoven — meti moxerxebuloba, far-

To asortimenti, didi farTi, xangrZlivi samuSao saaTebi,

saqonlis dabrunebis privilegiebi da sxv. isini agreTve am-

375

tkiceben, rom sacalo vaWrobaSi Zlieri konkurenciis gamo,

marJebi sakmaod dabalia. magaliTad, gadasaxadebis gamokle-

biT, supermarketebis qsels gayidvebidan mogebis mxolod

erTi procenti rCeba. Tu zogierTi gadamyidveli Seecdeba,

fasnamati gaweul xarjebTan SedarebiT araadekvaturad me-

ti daawesos, sxva gadamyidvelebi ufro nakleb fass daawese-

ben. iafi fasebis mqone maRaziebs Wal-Mar-s, Best Buy-sa da sxva

diskaunterebs (mcire fasnamatze momuSaveebs) TavianTi kon-

kurentebi zewolis qveS hyavT, riTac aiZuleben efeqtianad

imuSaon da iafi fasebi SeinarCunon.

Tanamedrove marketings, agreTve adanaSauleben fase-

bis gazrdaSi reklamirebisa da gayidvis stimulirebisaTvis

gaweuli mniSvnelovani xarjebis gamo. magaliTad, aqtiurad

stimulirebuli aspirinis 12 abi iyideba zustad imave fasSi,

rogorSic naklebi stimulirebis mqone sxva aspirinis 100

abi. sxvadaxva produqciis — kosmetikis, sadezinfeqcio saSu-

alebebis, tualetis nivTebis stimulirebisa da SefuTvis

xarjebma, sacalo movaWresaTvis, SesaZloa mwarmoeblis fa-

sis 40 an meti procenti Seadginos. kritikosebis mtkicebiT,

SefuTva da stimulireba produqcias, umetes SemTxvevaSi,

ufro fsiqologiur faseulobas matebs, vidre funqciurs

aSS-Si. sacalo movaWreebi stimulirebis iseT damatebiT sa-

Sualebebs iyeneben rogoricaa reklama, gamofena da tota-

lizatori, rac mis fasebs ramdenime centiT zrdis.

amgvar braldebebze marketingis specialistebi pasu-

xoben, rom xSirad momxmareblebs SeuZliaT produqciis

msgavsi funqciuri versiebis nakleb fasad SeZenac, Tumca

maT urCevniaT meti gadaixadon produqciaSi, romelic fsi-

qologiur sargebelsac gulisxmobs. amiT isini Tavs SeZle-

bulad, mimzidvelad da gansakuTrebulebad grZnoben. SesaZ-

loa brendis saxelis mqone produqciis Rirebuleba metia,

magram igi momxmarebels produqciis xarisxis SesabamisobaSi

arwmunebs. intensiuri reklamireba zrdis aramarto pro-

duqciis xarjebs, aramed mis faseulobasac, axdens ra milio-

nobiT potenciuri myidvelis informirebas brendis xelmi-

sawvdomobisa da Rirsebebis Sesaxeb. Tu momxmarebels surs,

Seityos bazris tendenciebi, man isic unda icodes, rom rek-

lamirebaze firma did Tanxebs xarjavs. intensiuri reklamire-

ba da stimulireba SesaZloa aucilebelic iyos, raTa metoqis

Zalisxmevas gaewios konkurencia. Tu firma konkurentis mier

376

gaweul xarjebs ar akontrolebs, igi `gonebriv wils” dakar-

gavs. amavdroulad, stimulirebis xarjebs firmebi Segnebu-

lad udgebian da cdiloben, rom fuli gonivrulad daxarjon.

kritikosebi firmebs saqonelze gadaWarbebuli fasna-

matis dawesebaSic adanaSauleben. isini miuTiTeben samedici-

no mrewvelobaze, sadac erTi abi, romlis damzadeba 5 cents

saWiroebs, momxmarebelisaTvis 2 dolari Rirs. aRniSnaven

agreTve televizorebisa da avtomobilebis remontisaTvis

dawesebul gazrdil fasebs.

umravlesoba cdilobs firmebis momxmarebelTan patio-

sani urTierTobebi daamyaros, radgan isini biznesis kvlavwar-

moebiT arian dainteresebuli. momxmarebelTa ukmayofilebis

gamowveva winaswar ganzraxuli ar aris. xSirad, magaliTad,

farmacevtulma fasnamatma unda dafaros Sesyidvis, stimuli-

rebisa da arsebuli medikamentebis distribuciis xarjebi, ra-

sac emateba axali medikamentis gamokvlevis, testirebisa da

formulirebis damatebiTi xarjebic.

marketingis samsaxurebs xSirad macduri praqtikis ga-

moyenebaSi adanaSauleben. am dros, isini momxmarebels aje-

reben, rom igi realurze met faseulobas miiRebs. ZiriTa-

dad, gamoiyeneba macduri praqtikis sami saxe: macduri fas-

warmoqmna, stimulireba da SefuTva. macduri faswarmoqmna

gulisxmobs `saqarxno” an `sabiTumo” fasebis cru reklami-

rebas, agreTve did fasdaklebebs, viTomc da sacalo fasebis

CamonaTvalidan. macduri stimulireba niSnavs iseT praqti-

kas, rodesac xdeba produqciis Tvisebebis an misi gansakuT-

rebulobis gazviadeba, iafi saqonlisaTvis maRaziaSi myidve-

lis mityueba maSin, rodesac iq Sesabamisi maragi ar arebobs.

macduri SefuTva glisxmobs SesafuTi produqciis faseu-

lobis gazrdas SefuTvis daxvewili dizainis saSualebiT,

SecdomaSi Semyvani etiketis gamoyenebas an produqciis si-

didis aramarTebuli terminebiT gadmocemas.

saeWvo marketinguli saqmianobis SemTxvevebi, mar-

Tlac rom arsebobs. iSviaTad magram mainc iyeneben safosto

konverts Semdegi Sinaarsis gzavniliT: `Tqven moigeT 10 000

000 dolari”, an internetSi moulodnelad gamoCenila gamo-

saxuleba SemoTavazebiT ufaso saqonelisa Tu didi fasdak-

lebis Sesaxeb.

macdurma pratikam Sesabamisi kanonmdeblobisa da mom-

xmareblis dacvis sxva qmedebebis aucilebloba warmoSva. ma-

377

galiTad, 1983 wels, aSS kongresis reagireba gamoiwvia flei-

Senis (Fleishman’s Yeast’s) saCivarma, romlis Tanaxmad, federa-

luri vaWrobis komisias (FTC), Wheeler-Lea-is aqtis miRebiT,

`usamarTlo an macduri qmdebebisa Tu praqtikuli saqmiano-

bebis” mowesrigebis ufleba mieniWa. FTC-m gamoaqveyna ramde-

nime saxelmZRvanelo dokumenti macduri praqtikis faqte-

bis CamonaTvlis TanxlebiT. axali kanonebis arsebobis miu-

xedavad, zogierTi kritikosi amtkicebs, rom saCivrebi mac-

duri praqtikis Sesaxeb jer kidev arsebobs. magaliTad, uka-

nasknelma gamokvlevam cxadyo, rom nebayoflobiT miRebuli

elfostis TiTqmis ori mesamedi cru anu SecdomaSi Semyvan

informacias Seicavs.1

firmis marketinguli samsaxurebi amtkiceben, rom

firmebis umetesoba macduri praqtikis gamoyenebas Tavs

aridebs, radgan igi maT bizness azaralebs. momgebiani samom-

xmareblo urTierToba faseulobasa da ndobas efuZneba. Tu

momxmarebeli ar miiRebs imas, rasac elis, igi ufro saimedo

produqtze gadaerTveba. amasTan erTad, momxmarebeli xSi-

rad Tavs icavs motyuebisagan. maTi umetesoba sifrTxiles

iCens produqciis (momsaxurebis) SeZenisas.

gamoCenilma amerikelma marketologma Teodor levit-

ma, erTxel aRniSna, rom zogjer reklama yuradRebis misap-

yrobad aris gazviadebuli da es SesaZloa sasurvelic iyos:

`Znelia moZebno kompania, romelic gadaurCeba gakotrebas,

Tuki sakuTari momsaxurebis SedarebiT gadaWarbebulad

wardgenaze ityvis uars, radgan mwir momsaxurebas aravin yi-

dulobs. ufro metic, igi uaryofs... xalxis gulwrfel moT-

xovnilebebsa da faseulobebs, radgan damaxinjebis, Selama-

zebisa da srulyofis gareSe, cxovreba uRimRamo, mosawyeni

da mtkivneulia.”2

zogjer realizatorebs Zlieri zewoliT ganxorcie-

lebul gayidvaSi adanaSauleben, rodesac momxmareblebs ar-

wmuneben, iyidon is saqoneli, romlis yidvac ganzraxuli ara

aqvT. xSirad amboben, rom dazRveva, uZravi qoneba da manqane-

1 Mylene Mangalindan, ,,Subject: Spam Messages Often Are Misleading, ,,Wall

Street journal, April 30, 2003, p.D2. 2 Theodore Levitt ,,The Morality of Advertising” Harvard Business Resview. July-

August 1970, pp.84-92. For counterpoints, see Heckman, ,,Dont Shoot the Messenger”, p.p.1.9.

378

bi ar iyideba. gadmosabireblad gamyidveli personali mSvi-

dad, dabejiTebiT saubrobs. isini yidian mondomebiT, rad-

gan ician, Tu ra waxaliseba elis mas, vinc yvelaze met saqo-

nels gayidis.

myidveli SeiZleba Seityuon da ayidinon sagnebi, ro-

melTa SeZena ar surs an ar sWirdeba. realizatorebisagan,

romlebic saqonels kardakar siaruliTa da telefonis sa-

SualebiT yidian, zogierTi qveynis kanoni produqtis gayid-

vis Sesaxeb ganacxadis gakeTebas moiTxovs. agreTve myidve-

lebs eZlevaT `gagrilebis samdRiani vada”, romliTac kon-

traqtis awon-dawonvis Semdeg, maT uaris Tqmis ufleba eZ-

levaT. amasTan, Tu momxmarebeli igrZnobs, rom masze gayid-

vis gadaWarbebuli zewola ganxorcielda, mas SeuZlia saCi-

vari Seitanos e. w. `Better Business~ biuroebSi an mimarTos mom-

xmarebelTa dacvis saagentoebs.

magram metwilad marketingis samsaxurisTvis Zlieri

SeteviT gayidva naklebmomgebiania. aseTma taqtikam SesaZ-

loa imuSaos erTjeradi gayidvebis SemTxvevaSi moklevadia-

ni mogebis misaRebad. Tumca, gayidvebis umetesoba faseul

myidvelTan grZelvadiani urTerTobis agebas gulisxmobs.

Zlieri zewoliT ganxorcielebulma Tu macdurma gayidvam

SesaZloa aseT urTierTobebs seriozuli ziani miayenos.

kritikis kidev erTi sagania mdare xarisxi. ukmayofi-

lebis erT-erTi mizezic SeiZleba iyos is, rom produqti ar

aris kargad damzadebuli da momsaxurebac arasaTanadoa. ar-

sebobs sxva mizezic, kerZod bevri produqcia naklebi sar-

geblobis momtania an sazianoc SeiZleba iyos. magaliTad,

dResdReobiT araerTi kritikosi miuTiTebs swrafi kvebis

produqtebis maRal cximianobaze. axlxan McDonald’s-i sasa-

marTlo pasuxismgeblobis winaSe aRmoCnda, radgan misma

produqciam sazogadoebaSi simsuqnis `epidemia” gamoiwvia.

industriis interesebis damcvelebma es sarCeli arase-

riozulad miiRes. gulubryviloa, swrafi kvebis kompanias

wauyeno braldeba imis gamo, rom momxmarebeli gaucnobiere-

belia `kvebis produqciasTan dakavSirebul sakiTxebSi, une-

bisyofoa, genetikuradaa simsuqnisken midrekili da ar var-

jiSobs, ramac mis gasuqebaSi garkveuli roli iTamaSa.”

McDonald’s-i, Kraft-i da Frito-Lay muSaoben kvebis produqtebSi

arteriebis gamtarianobisaTvis mavne cximebis Semcirebaze.

379

momxmarebelTa ukmayofilobis kidev erT sagans war-

moadgens produqciis usafrTxoeba. produqciis usafrTxo-

ebis problema ramdenime mizeziTaa gamowveuli: maT Sorisaa

firmis xelmZRvanelobis indeferentuloba, zedmetad gar-

Tulebuli warmoeba, cudad gawvrTnili muSaxeli da xaris-

xis cudi kontroli. wlebis ganmavlobaSi momxmarebelTa ga-

erTianeba (Consumer Union) — testirebisa da informaciis ara-

komerciuli organizacia — momxmarebelTa Setyobinebebs

Jurnalebsa da veb-gverdebze aqveynebs. aq SexvdebiT infor-

macias Semowmebuli produqciis sxvadasxva riskis Sesaxeb,

maT Soris eleqtronuli mowyobilobebiT daSavebis saSiS-

roebaze, oTaxis gamaTboblebSi arsebuli karbonis monoqsi-

diT mowamvlis SemTxvevebze, gazonebis sakreWebisgan daSa-

vebis riskze, avtomobilebis cud dizainsa da bevr sxva sa-

kiTxze. organizaciebis Semowmeba Tu sxva qmedebebi momxma-

rebels yidvisas ukeTesi gadawyvetilebebis miRebaSi daexma-

ra, xolo firmebs misca stimuli SeewyvitaT saxifaTo pro-

duqciis nakadebi. Tu firmas rogori damokidebuleba aqvs

xarisxisa da usafrTxoebisadmi, dadebiTad an uaryofiTad

aisaxeba mis reputaciaze.

firmebi, romlebic mdare xarisxisa da saxifaTo pro-

duqcias yidian, momxmareblebis jgufebTan da inspeqtoreb-

Tan konfliqtis winaSe dganan. ufro metic, xifaTis Semcve-

li produqtis warmoebas SesaZloa produqtze pasuxismgeb-

loba da didi jarima moyves. sabolood, aseTi produqciis

gamoyenebiT dazaralebuli momxmarebeli momavalSi Tavs aa-

ridebs mis Sesyidvas da amis Sesaxeb sxva momxmarebelsac am-

cnobs. Bridgestone/Firestone-is Firestone-is 6.5 milioni uxarisxo

avtosaburavis ukan dabrunebis gaxmaurebul aqciam, pro-

duqciis pasuxismgeblobisa da usafrTxoebis sakiTxma kompa-

nia gakotrebis zRvramde miiyvana.

amrigad, xarisxTan dakavSirebul araswor qmedebebs

SeiZleba mZime Sedegebi moyves. marketingis specialistebma

ician, rom momxmarebelze morgebul xarisxs momxmareblis

kmayofileba moaqvs, rac, Tavis mxriv, momgebian samomxmareb-

lo urTierTobebs ayalibebs.

dagegmili daZveleba. kritikosebi zogierT mwarmoe-

bels dagegmili daZvelebis taqtikaSi adanaSauleben, rac iw-

vevs maTi produqciis xmarebidan amoRebis aucileblobas Ca-

nacvlebis realur dromde. magaliTad, kritikosebi amtki-

380

ceben, rom zogierTi mwarmoebeli ganuwyvetliv cvlis mom-

xmarebelTaTvis misaRebi stilis koncefciebs, raTa uzrun-

velyos rac SeiZleba meti da swrafi gayidvebi. amis naTeli

magaliTia tansacmlis modis mudmivi cvalebadoba.

sxva mwarmoeblebs mimzidveli funqciuri maxasiaTeb-

lebis gadamalvaSi adanaSauleben, raTa Semdgom adreuli

modelebi waradginon rogorc axali. kritikosebis mtkice-

biT, aseTi SemTxvevebi xdeba sayofacxovrebo eleqtroniki-

sa da kompiuterul industriebSi. magaliTad, Intel da

Microsoft ukanasknel wlebSi, daadanaSaules momavali Taobis

kompiuteruli Cipebisa da programebis SeCerebaSi maTze

moTxovnis Semcirebamde. sxva mwarmoeblebs ki adanaSaule-

ben, rom isini iyeneben masalebsa da komponentebs, romlebic

Zalian male imtvreva, fuWdeba an gamodis mwyobridan.

marketingis specialistebs miaCniaT, rom momxmareb-

lebs stilis cvlilebebi uyvarT, maT bezrdebaT Zveli saqo-

neli da modis axal tendenciebsa da manqanebis axal dizai-

nebs iTxoven. veravis daaZaleb axali xedvis gaziarebas da

Tu mas cota adamiani moiwonebs, igi, ubralod, Cavardeba.

teqnikuri produqciis umetesobis SemTxvevaSi, momxmare-

bels ukanaskneli inovaciebis SeZenis survili aqvs, maSinac

ki, Tu Zveli modeli jer kidev muSaobs. firmebi, romlebic

uars amboben axali maxasiaTeblebis gamoCenaze, garkveuli

riskis winaSe dganan — SesaZloa konkurentebma es siaxleebi

pirvelebma waradginon da daipyron bazari. magaliTad, zo-

gierTi momxmarebeli wuxs, rom sayofaxcovrebo eleqtroni-

kis industriis `ufro swrafi, patara da iafi” modelebis ga-

moSvebisken swrafvis gamo, maT mudmivad axali produqciis

yidva uxdebaT. Tumca, sxvebs erTi suli aqvT, sanam ukanas-

kneli modelebi gamoCndeba.

arc Tu ise didi xnis win dagegmili daZveleba SemaSfo-

Tebel problemas warmoadgenda avtoindustriaSi. oTxi aT-

wleulis win, momxmarebelTa uflebebis damcvelebma daa-

fiqsires General Electrics-is inJinrebis qmedebebi, romlebic

naTurebis muSaobis xangrZlivobas ganzrax amcirebdnen, ag-

reTve avtoinJinrebi, romlebic manqanebis vargisianobis va-

dis SezRudvis winadadebiT gamovidnen. personaluri kompi-

uterebis dRevandel qaosur samyaroSi, daZveleba ara Tu

ganzraxuli qmedebaa, mas marketingis specialistebi princi-

381

pul Rirsebad naTlaven. ufro metic, momxmareblis mxridan

SeimCneva TvalTvali — isini, axali Taobis, ufro swrafi da

Zlieri kompiuteris SesaZenad, arc rigSi dgomaze amboben

uars da erTi suli aqvT, rodis aisruleben ufro martivi,

bednieri da produqtiuli cxovrebis danapirebs. dRevande-

li kompiuteruli Cipebi ise martivad aRar gamodis mwyobri-

dan, isini aTwleulebi Zlebs.

amrigad, firmebi ar awarmoeben ganzrax iseT produq-

cias, romelic mwyobridan male gamova, radgan maT ar surT

cnobili brendis momxmareblis dakargva. piriqiT, isini ga-

nuwyvetliv gaumjobesebis gzebis ZiebaSi arian, raTa dar-

wmunebulni iyvnen, rom maTi produqcia mudmivad daakmayo-

filebs da gaamarTlebs myidvelebis molodins. e.w. dagegmi-

li daZvelebis umetesi SeTxveva Tavisufal sazogadoebaSi,

warmoadgens konkurentuli da teqnologiuri Zalebis samu-

Sao stils Zalebisa, romlebic gaumjobesebuli saqonlisa

da momsaxurebisken miiswrafvian.

amerikuli marketingi araxelsayreli momxmareblis

cud momsaxurebaSi daadanaSaules. magaliTad, kritikosebi

amtkiceben, rom soflis mosaxleobas xSirad saqonlis SeZena

patara maRaziebSi uwevs, romlebic dabalxarisxian produq-

tebs Zvirad yidian. momxmarebelTa gaerTianebam (CU) Seada-

ra erTsa da imave qalaqSi mcxovrebi mcire Semosavlis mqone

da saSualo fenis momxmarebelTa sakvebis SeZenis Cvevebi. ga-

mokvlevis Sedegebis Tanaxmad, Raribi mosaxleoba mdare xa-

risxis saqonels gadidebul fasebSi yidulobs. mcireSemo-

savliani mosaxleobis raionebSi didi maRaziebis qselis ar-

seboba iwvevs mniSvnelovan sxvaobas mcire fasebis SenarCu-

nebasTan dakavSirebiT. gamokvlevam e. w. `wiTeli xazis” arse-

bobac daafiqsira, anu ekonomikuri diskriminaciis garkveu-

li saxeoba, rodesac ZiriTadi savaWro qselebis sacalo gam-

yidvelebi Tavs arideben maRaziebis araxelayreli mosaxle-

obis raionebSi ganTavsebas.

`wiTeli xazis” arsebobis braldebebi mimarTuli iyo

dazRvevis, sakredito momsaxurebisa da sabanko industriebi-

saken. saojaxo da avtomobilebis sadazRvevo kompaniebi daba-

li sakredito reitingis mqone momxmareblebisaTvis maRali

saprocento ganakveTebis dawesebaSi daadanaSaules. sadazRve-

vo kompaniebi acxadeben, rom cudi sakredito reitingis mqone

individualuri pirebi ufro pretenziulebi arian da swored

382

es ganapirobebs maTTvis ufro maRali saprocento ganakveTe-

bis dawesebas.

kreditorebsa da biznesis sxva wamomadgenlebs, aseve

`Weblining”-is anu `wiTeli xazis” internet-versiis gamoyene-

baSi adanaSauleben.

ise, rogorc arasdros, interneti firmebs saSualebas

aZlevs, ganasxvaon Zviri da iafi faseulobis momxmareblebi,

ris mixedviTac maT SeuZliaT gadawyviton, romeli produq-

tis, fasebisa Tu momsaxurebis SeTavazeba unda ganaxorcie-

lon. aseTi midgoma yvelaze faseuli momxmareblebisaTvis

meti informaciis miwodebasa da fasdaklebebs niSnavs. daba-

li faseulobis mqone momxmarebelma ki SesaZloa mcire mom-

saxurebaSi meti Tanxa gadaixados an, zogierT SemTxvevaSi,

saerTod yuradRebis miRma darCes. kreditis gacemisas miu-

Rebelia Zveli stilis `wiTeli xazis” gamoyeneba, radgan igi

emyareba geografiul stereotipebs da ara mtkicebulebebs

imis Sesaxeb, rom konkretuli pirebi mcire sakredito risks

warmoadgenen.

amdenad, araxelsayreli momxmareblebis servisiT uz-

runvelsayofad aucilebelia ukeTesi marketinguli sisteme-

bis Seqmna. ufro metic, araxelsayreli klientebi aSkarad sa-

Wiroeben momxarebelTa dacvas. FTC-ma im vaWrebis wnaaRmdeg

gailaSqra, romlebic reklamas ukeTeben cru faseulobis mqo-

ne saqonels, Zvel saqonels axlad asaReben an kreditisaTvis

Zalian did procents iTxoven. komisia, agreTve cdilobs vaW-

rebs gaurTulos sasamarTlo saqmeebis mogeba mcireSemosav-

liani momxmareblebis winaaRdeg, romlebmac garkveuli saqon-

lis SeZenisas damcireba iwvnies.

marketingis amerikuli sistemis mimarT wayenebuli ki-

dev erTi braldebaa sazogadoebaSi `borotebis” zrda. gansa-

kuTrebul samizned iqca reklama imdenad, rom sareklamo sa-

agentoebis amerikuli asociacia iZulebuli gaxda, araswori

kritikisagan reklamis dacvis kampania wamoewyo.

kritikosebi amtkiceben, rom marketingis sistema Zalian

did interess iCens materialuri sakiTxebisadmi. adamianebi xa-

siaTdebian imiT, Tu ras floben da ara imiT, Tu vin arian. imi-

saTvis, rom adamiani warmatebulad CavTvaloT, mas unda hqon-

des didi saxli, ori manqana da bolo modelis maRalteqnolo-

giuri mowyobilobebi. simdidrisa da sakuTrebisaken aseTma

swrafvam piks 1980-ian wlebSi miaRwia. frazebi `sixarbe kargia”

383

da `iareT sayidlebze, sanam ar daecemiT” am drois sloganebad

iqca. mozardebis TiTqmis ori mesamedi adasturebs, rom `mxo-

lod saukeTeso dizaineris tansacmlis” tareba zrdis adamia-

nis statuss. amas emateba Zvirfasi samkaulebic. didi saxlebi

isev modaSia, rac imas niSnavs, rom amerikelebs sakuTari gau-

maZRari fantaziebis dasakmayofileblad ufro meti sivrce

sWirdebaT — abazanebi, romlebic mineraluri wylebis patara

`kurortebad” aris gardaqmnili da sportuli darbazebi, rom-

lebic gasarTobi centrisaTvis saWiro manqana-danadgarebiT

aris savse.

kritikosebi materialuri sagnebisadmi interess gone-

bis bunebriv mdgomareobad ar miiCneven. es, maTi azriT, yal-

bi survilebia, romelTac marketingi warmoSobs. biznesi qi-

raobs Madison Avenue-s (sadac bevri sareklamo saagentos sa-

Tavo ofisia ganTavsebuli), raTa saqonlis flobis survils

misces stimuli. Tavis mxriv, Madison Avenue iyenebs masmedias,

raTa kargi cxovrebis materialisturi modelebi Seqmnas.

xalxi bevrs muSaobs, raTa gamoimuSaos saWiro fuli. maTi

SenaZeni zrdis amerikis industriis Semosavals, xolo in-

dustria sanacvlod Madison Avenue-s imisaTvis iyenebs, rom

industriis Semosavals misces stimuli. amdenad, marketingi

ganixileba, rogorc yalbi survilebis safuZveli, rac ufro

met sargebels aZlevs industrias, vidre momxmareblebs. zo-

gierTi kritikosi Tavis Sexedulebebze sakmaod farTo au-

ditoriis winaSi saubrobs.

bolo oTxi wlis ganmavlobaSi, bil taleni, cnobili

rogorc reverend bili, quCebSi farTo masebmac gaicnes.

xalxs arwmunebdnen, rom aucilebeli iyo sayidlebis cdune-

bisaTvis winaaRmdegobis gaweva. quCis kuTxeebSi mdgomi Tav-

gamodebuli mqadagebeli, santa-klausis damtkbari senti-

mentalobis daxmarebiT, yvela msurvels mouTxrobs, rom

xalxi sakuTari nebiT miemarTeba moTxovnilebebis jojoxe-

Turi cecxlisaken. mas swams, rom myidvelebi TiTqmis ar uwe-

ven winaaRmdegobas media-Setyobinebebs, romlebic maT yid-

vis survils yovel wuTSi ukeTeben stimulirebas. igi xedavs

mosaxleobas, romelic moTxovnilebam STanTqa. individua-

luri arsebobis mniSvneloba daikarga survilebSi, Zalian

bevri nivTis yidvasa da flobaSi. Tavisi Sexedulebebis ga-

savrceleblad, bilma wamoiwyo aqcia — `eklesia vaWrobis wi-

384

naaRmdeg”. rogorc revender bili, igi religiuri telemqa-

dageblis tanisamossa da mRvdlis sayelos atarebs; xSirad,

mas Tan axlavs sasuliero gundi, romelTan erTadac dadis

maRaziebSi. igi amas ganixilavs, rogorc miuReblobis demon-

stracias an gamodis protestiT manhetenis mexuTe aveniuze

gamarTul, madlierebis dRis momdevno, `arafris yidvis

dResTan” dakavSirebul RonisZiebaze. gundi, romelic moxa-

liseebisagan Sedgeba, simReriT aris aRtkinebuli; misi igno-

rireba Znelia: `SewyviteT sayidlebze siaruli! SewyviteT,

Cven arasodes wavalT sayidlebze!”1

biznesis mesveurebi daadanaSaules saqonlis gadaWarbe-

bul gayidvaSi sazogadoebrivi saqonlis xarjze. iqidan gamom-

dinare, rom sakuTari saqoneli izrdeba, es procesi ufro met

sazogadoebriv momsaxurebas moiTxovs, vidre Cveulebrivs. ma-

galiTad, avtomanqanebis sakuTrebis zrdam (sakuTari saqone-

li) moiTxova ufro meti gzebi, moZraobis kontroli, sivrce

avtosadgomebisTvis da sapolicio servisi (sazogadoebrivi

saqoneli). sakuTari saqonlis gadaWarbebuli gayidva Sedegad

`socialur xarjebs gvaZlevs”. manqanebis SemTxvevaSi, socia-

luri xarjebi moicavs moZraobis gadatvirTvas, haeris dabin-

Zurebasa da avtoavariebs.

saWiroa gamosavlis Zieba, raTa moxdes dabalanseba sa-

kuTar da sazogadoebriv saqonels Soris. erT-erTi gzaa,

mwarmoeblebi aiZulo, rom saWiro socialuri xarjebi saku-

Tar operirebaSi gaiTvaliswinon. mTavrobas SeuZlia manqa-

nis mwarmoeblebisagan ufro usafrTxo manqanebis warmoeba

moiTxovos, romelTa dabinZurebis makontrolebelic uke-

Tesi sistemiT aris aRWurvili. Sedegad, avtomwarmoeblebi

fasebs gazrdian, raTa dafaron damatebiTi xarjebi. Tumca

mas Semdeg, rac myidveli aRmoaCens, rom zogierTi manqanis

fasi Zalze Zviria, maTi mwarmoeblebi uneblied gauCinarde-

bian, moTxovna ki im mwarmoeblebisaken gadainacvlebs, ro-

melTac kerZo da socialuri danaxarjebis erToblivi mxar-

daWiris unari SeswevT.

meore gzaa, momxmarebeli aiZulon, gadaixados socia-

luri xarjebi. msoflioSi sagzao servisebis kompaniebi av-

tobanebiT sargeblobisaTvis, e.w. `gadatvirTvis sauravis”

dawesebas iwyeben, rac sacobebis Semcirebas moemsaxureba.

1 g. armstrongi., f. kotleri, dasax. wigni, gv.679.

385

samxreT kaliforniaSi mZRolebs ukve dauweses gadasa-

xadi samanqano gzebis gantvirTvis mizniT. singapurSi, nor-

vegiasa da safrangeTSi moZraobis regulirebisaTvis, agreT-

ve sxvadasxva gadasaxadi arsebobs. niu-iorkis, san-francis-

kos, los-anJelesisa da sxva qalaqebis quCebSi, pikis saaTeb-

Si, mimdinareobs moZraobis monitoringi. ekonomistebi aR-

niSnaven, rom avtosatransporto sacobebi gadasaxadebis

ararsebobiTaa ganpirobebuli. problemis gadaWris gzas ki

SemdegSi xedaven: aiZuleT, gadaixadon!

sainteresoa, rom san-diegoSi mZRolebi xSirad iyene-

ben e. w. HOV-s (maRali gamtarianobis satransporto arteri-

ebs), magram maT unda gadaixadon safasuri, romelic regu-

lirdeba SuqniSnis intensivobis Sesabamisad, drois konkre-

tul monakveTSi. gadasaxadi ara pikis saaTebSi 0.50 dolaris

tolia, pikis saaTebSi ki — 4 dolarisa manqanis marTvis xar-

jebis gazrda gamoiwvevs imas, rom momxmareblebi ivlian ara

pikis saaTebSi an alternatiul satransporto saSualebebs

gamoZebnian.

marketingis sistemisadmi kritikosebis mier wayenebu-

li kidev erTi braldeba kulturuli dabinZurebaa. reklama

gamudmebiT utevs adamianTa grZnobebs. televiziaSi serio-

zul programebs reklama wyvets; sareklamo gverdebi

Crdils ayenebs Jurnal-gazeTebs; bilbordebi faravs lamaz

xedebs. isini adamianis gonebas gamudmebiT abinZurebs mate-

rializmis, seqsis, Zalauflebisa Tu statusis mopovebis

propagandiT. miuxedavad imisa, rom adamianTa umravlesoba

reklamas ase uaryofiTad ar ganixilavs (zogierTi imasac ki

fiqrobs, rom es satelevizio programebis saukeTeso nawi-

lia), kritikosebi am sferoSi cvlilebebisaken mouwodeben.

marketingis samsaxurebi `komerciuli xmauris” braldebebs

Semdegi argumentebiT pasuxoben: pirveli — isini imedovne-

ben, rom reklama, pirvel rigSi, miznobriv auditorias miaR-

wevs. magram sakomunikacio arxebis masobrivi xasiaTis gamo,

zogierTi reklama miwvdeba imaTac, romelTac produqti ar

ainteresebT da Sewuxebulnic ki arian maTi SemoteviT. adamia-

nebi, romlebic maTTvis saintereso Jurnalebs yiduloben, ma-

galiTad, Vogue an Fortune, aq ganTavsebuli reklamebis gamo, iS-

viaTad gamoTqvamen pretenziebs, radgan Jurnalebi swored mi-

si mkiTxvelisaTvis saintereso produqcias uwevs reklamas. me-

ore, reklamebis umravlesoba televiziebsa da radioSi momxma-

386

reblisaTvis ufasod gadis, rac Jurnal-gazeTebis fass amci-

rebs. bevris azriT, reklama mcire safasuria am sargeblisaT-

vis. da bolos, dRevandel momxmareblebs aqvT alternativa. ma-

galiTad, maT SeuZliaT satelevizio reklamebi pultis saSua-

lebiT droebiT gaTiSon an sulac Tavi aaridon maT, isargeb-

lon ra uamravi sakabelo Tu satelituri arxiT reklamis gare-

Se. amdenad, momxmareblis yuradRebis misapyrobad, reklamebis

Semqmnelebi TavianT sareklamo rgolebs ufro gasarTob da in-

formaciul xasiaTs aZleven. kritikis meore amosavali werti-

lia is faqti, rom biznesi Zalian did politikur Zalas flobs.

`navTobis,” `Tambaqos,” `avto” da `farmacevtuli nawarmis” se-

natorebi mxars uWeren industriis interesebs sazogadoebrivi

interesebis winaaRmdeg. reklamis Semqmnelebs adanaSauleben

imaSi, rom isini Zalian did zegavlnas axdenen masmediaze, zRu-

daven mis uflebas, damoukidebeli da obieqturi informacia

miawodon auditorias.

amerikeli mwarmoeblebi icaven da stimulirebas uwe-

ven sakuTar interesebs. maT ufleba aqvT, yovelive es kon-

gressa da masmediaSi gamoxaton, miuxedavad imisa, rom maTi

gavlena SesaZloa Zalze didi iyos. sabednierod, bevri biz-

nesinteresi, romelic manamde xelSeuxebeli iyo, dRes sazo-

gadoebriv interesebs daemorCila. magaliTad, Standard Oil-i,

1911 wels, daixura; xolo xorcis SefuTvis industrias,

1900-iani wlebis dasawyisSi, mweral epton sinkleris samxi-

lis Semdeg, sanqciebi daekisra. senatorma raof naderma Se-

moitana kanoni, romlis Tanaxmad avtomobilebis industrias

bevrad usafrTxo manqanebis warmoeba daevala. qirurgiis

asociaciis wardgenis safuZvelze ki, sigaretis mwarmoebel-

ma kompaniebma sigaretis kolofebze jamrTelobis gamaf-

rTxilebeli etiketebis mimagreba daiwyes.

sul axlaxan, iseTma gigantebma, rogorebic arian

AT&T, R.J. Reynolds-i, Intel-i da Microsoft-i igrZnes maregulire-

beli organoebis gavlena, romlebic eZeben gzebs didi bizne-

sis interesebsa da sazogadoebriv interesebs Soris balan-

sis dasamyareblad. ufro metic, imis gamo, rom media sarek-

lamo Semosavals sxvadasxva sareklamo SemkveTisagan iRebs,

erTi an ramdenime maTganis zegavlenisaTvis winaaRmdegobis

gaweva maTTvis advilia. biznesis gadaWarbebuli zewolis Se-

degad warmoiqmneba kontrZala, romelic am Zlier intere-

sebs amowmebs da axdens mis kompensacias.

387

kritikosebi, agreTve, aRniSnaven, rom firmis marke-

tingul saqmianobas SeuZlia ziani moutanos sxva firmebs da

Seamciros konkurencia. es sam ZiriTad problemas gulisxmobs:

konkurentebis SeZena, marketinguli praqtika, romelic bazar-

ze SeRwevis barierebs qmnis da arajansaRi konkurenciis marke-

tinguli praqtika.

kritikosebi amtkiceben, rom firmebi zaraldebian da

konkurencia mcirdeba, rodesac firma farTovdeba konku-

rentebis SeZenisa da ara sakuTari axali produqciis ganvi-

Tarebis gziT. industriis swrafma zrdam da misma konsoli-

daciam bolo aTwleulebis ganmavlobaSi gamoiwvia axali,

Zlieri konkurentebis STanTqma da, amgvard, konkurenciis

Semcireba. TiTqmis yvela ZiriTad sferoSi — sacalo vaWro-

ba, garToba, finansuri momsaxureba, komunaluri dawesebu-

lebebi, transporti, avtomobilebi, telekomunikacia, jan-

dacva — mniSvnelovani konkurentebis procenti sul ufro

mcirdeba.

firmebis Sesyidva kompleqsuri sakiTxia. Sesyidvebi,

zogjer, SesaZloa kargic iyos sazogadoebisaTvis. Semsyid-

velma kompaniam SeiZleba moipovos e. w. `masStaburi ekonomi-

kis upiratesobebi,” rasac moyveba ufro mcire xarjebi da,

Sesabamisad, mcire fasebi. kompaniam, romelsac kargad mar-

Taven, SesaZloa SedarebiT cudad marTul kompanias gaus-

wros da misi efeqtianoba gaaumjobesos. industria, rome-

lic Zlier konkurentunariani ar iyo, ganxorcielebuli

Sesyidvebis Semdeg, SesaZloa ufro konkurentunariani gax-

des. Tumca, Sesyidvebi (Serwyma) sazianoc SeiZleba iyos da,

aqedan gamomdinare, maT regulirebas mTavroba uwevs.

kritikosebis TqmiT, marketinguli qmedebebi, zogjer,

axal firmebs industriaSi Sesasvlel gzas uRobavs. did mar-

ketingul firmebs SeuZliaT gamoiyenon patentebi da stimu-

lirebis didi danaxarjebi; maT, aseve, SeuZliaT mimwodeble-

bisa da dilerebis `dabma” konkurentebis gasadevnad. isini,

vinc SeSfoTebulni arian antimonopoliuri regulirebiT,

aRiareben, rom zogierTi barieri biznesis didi masStabiT

warmoebis ekonomikuri upiratesobis bunebrivi Sedegia. sxva

barierebis warmoSobas iwvevs arsebuli da axali kanonebi.

magaliTad, zogierTma kritikosma sareklamo danaxarjebze

progresuli gadasaxadi SesTavaza, raTa Semcirdes gayidvis

388

xarjebis, rogorc bazarze SaRwevisaTvis mTavari barieris

roli.

dabolos, zogierTma firmam gamoiyena arajansaRi kon-

kurenciis marketinguli praqtika, raTa ziani mieyenebina

sxva firmebisaTvis an gaenadgurebina isini. maT SeiZleba

xarjebze dempinguri fasebi daaweson, mimwodeblebs bizne-

sidan gaZevebiT daemuqron an konkurentebis produqtebis

myidvelebze iqonion zegavlena. mravali kanoni moqmedebs

aseTi mtacebluri konkurenciis winaaRmdeg.

konkurentebma da kanonmdeblebma giganti kompania

Microsoft-i mtaceblur (Bundling) qmedebebSi daadanaSaules. es

is terminia, romelic Microsoft-is saqmianobis aRsawerad ga-

moiyeneba. kompania gamudmebiT amatebs axal niSan-Tvisebebs

Windows-is operaciul sistemas, romelic amerikaSi 90 pro-

centze met desktop-kompiuterebzea dayenebuli. imis gamo,

rom myidvelebi, ZiriTadad, Windows-ze arian mijaWvulni,

kompaniisaTvis advilia maTTvis axali kompiuteruli prog-

ramis SeTavazeba maSinac ki, Tu konkurentebi ukeTes pro-

duqtebs qmnian. es aviwroebs konkurencias, amcirebs arCe-

vans da aferxebs inovacias. magaliTad, gulmodgine Sromis

Sedagad, liderobis mizniT ara marto operaciul sistemeb-

Si, aramed internetSic, kompaniam Tavisi Internet Explorer-is

brauzeri Windows-is programas miaba. amas mTavrobis mxridan

antimonopoliuri kanonebis amoqmedeba moyva, rac Microsoft-is konkurentTaTvis xelsayreli iyo. sabolood, veb-brau-

zingis novatorma kompania Netscape-ma dainaxa, rom misi baz-

ris wili mkveTrad Semcirda im mizeziT, rom igi cdilobda

gaeyida is, rasac Microsoft-i ufasod iZleoda. konkurentebi

da mTavroba Tvlian, rom Microsoft-is qmedebebi mtacebluria.

17.2. moqalaqeTa (momxmarebelTa) moqmedebani mar-ketingis regulirebisaTvis

biznesisaTvis damaxasiaTebeli ekonomikuri Tu socia-

luri Taviseburebebidan gamomdinare, aRmocenda moZraobe-

bi, romlebic bizness drodadro ganviTarebis swori mimar-

Tulebisaken miuTiTeben. arsebobs ori aseTi ZiriTadi moZ-

389

raoba: momxmarebelTa moZraoba da garemos damcvelTa moZ-

raoba.

amerikuli biznesfirmebis winaaRmdeg momxmarebelTa

organizebuli moZraobis sami SemTxvevaa cnobili. momxmare-

belTa pirveli moZraoba 1900-iani wlebis dasawyisSi warmo-

iSva. igi gamoiwvia mzardma fasebma, upton sinkleris gamos-

vlebma xorcis industriaSi arsebuli viTarebis Sesaxeb da

wamlebis garSemo atexilma skandalma. momxmarebelTa meore

moZraoba warmoSva 1930-iani wlebis Sua periodSi da gamowve-

uli iyo, `didi depresiis” dros, samomxmareblo fasebis

zrdiTa da axali skandaliT wamlebis sferoSi.

mesame moZraoba ki 1960-ian wlebSi daiwyo. am droisaT-

vis, momxmareblebi metad gaTviTcnobierebulni iyvnen, pro-

duqtebi ki ufro kompleqsuri da potenciurad saxifaTo

gaxda. Sesabamisad, xalxi ukmayofilobas gamoTqvamda ameri-

kuli institutebisadmi. problemebis gadasaWrelad aspa-

rezze gamoCnda ralf Nneideri, sxva cnobilma mwerlebma ki

didi biznesmenebi fuW da araeTikur saqmianobebSi daadana-

Saules. prezidentma jon kenedim ganacxada, rom momxmareb-

lebs aqvT ufleba, Tavi igrZnon usafrTxod, iyvnen informi-

rebulni, hqondeT arCevanis ufleba da rom maTi sityva gaT-

valiswinebuli iqneba. kongresma gamoikvlia garkveuli in-

dustriebi da momxmarebelTa dacvis kanonmdebloba Semoi-

Ro. mas Semdeg, momxmarebelTa bevri jgufi Seiqmna da miRe-

bul iqna ramdenime Sesabamisi kanoni. momxmarebelTa moZra-

obam saerTaSoriso saxe miiRo da Rrmad gaidga fesvebi ev-

ropaSi.1

ra aris momxmarebelTa moZraoba? es moqalaqeebisa da

samTavrobo saagentoebis organizebuli moZraobaa gamyidve-

lebTan mimarTebaSi, momxmarebelTa uflebebis gaumjobese-

bisa da dacvis mizniT. gamyidvelTa tradiciuli uflebebi

moicavs:

� uflebas, waradginos nebismieri produqti nebismie-

ri sididiTa da stiliT, imis gaTvaliswinebiT, rom igi

ar aris saxifaTo piradi janmrTelobisa da usaf-

rTxoebisaTvis. winaaRmdeg SemTxvevaSi, produqts

1 saqarTveloSi pirvelad Seiqmna momxmarebelTa Tbilisis saqala-

qo sazogadoeba 1989 wels g.SublaZis TavmjdomareobiT (ix. gaz.

`zaria vostoka~, 1990 wlis 15 marti).

390

Tan unda axldes specialuri gamafrTxilebeli iar-

liyi;

� uflebas, daados produqts nebismieri fasi ise, rom

ar moaxdinos erTgvarovan myidvelebs Soris dis-

kriminacia;

� uflebas, daxarjos nebismieri raodenobis Tanxa

produqtis stimulirebisaTvis imis gaTvaliswine-

biT, rom es qmedebebi ar iqneba kvalificirebuli,

rogorc arajansaRi konkurencia;

� uflebas, gamoiyenos produqtis Sesaxeb nebismieri

Setyobineba imis gaTvaliswinebiT, rom igi Secdoma-

Si ar Seiyvans myidvels da iqneba keTilsindisieri

rogorc Sinaarsobrivad, ise aRsrulebis mxriv;

� uflebas, gamoiyenos yidvis nebismieri wamaxalise-

beli sqema, Tu igi ar iqneba SecdomaSi Semyvani an

aramarTebuli.

myidvelTa tradiciuli uflebebis dacva moicavs:

� uflebas, hqondes imedi produqtis usafrTxoebisa;

� uflebas, moelodes usafrTxo produqtis niSan-

Tvisebebis damTxvevas deklarirebul monacemebTan;

� uflebas, ar SeiZnos is produqti, romlis Sesyidva-

sac sTavazoben.

am uflebaTa Sedarebisas, bevri miiCnevs, rom balansi

gamyidvelis sasargeblod irRveva. marTalia, myidvels SeuZ-

lia uari Tqvas yidvaze, magram, rogorc kritikosebi aRniS-

naven, myidvels aqvs Zalze mcire informacia, ganaTleba da

dacva, raTa miiRos swori gadawyvetileba gamocdil gamyid-

velTan dapirispirebisas. momxmarebelTa damcvelni damatebi-

Ti samomxmareblo uflebebisaken mouwodeben:

� ufleba, iyvnen kargad informirebulni produqtis

mniSvnelovan aspeqtebze;

� ufleba, iyvnen daculni saeWvo produqtebisa da

marketinguli qmedebebisagan;

� ufleba, gavlena moaxdinon produqtebsa da marke-

tingul saqmianobebze, rac `cxovrebis xarisxs” gaa-

umjobesebs.

TiToeul am SemoTavazebas, momxmarebelTa damcvele-

bis mxridan, ufro specifikuri winadadebebi mohyva. zoga-

dad, es aris ufleba, iyvnen informirebulni, kerZod ki,

391

icodnen namdvili procenti kreditze (informacia gasesxe-

bisas), namdvili xarji brendis TiToeul erTeulze (indivi-

dualuri faswarmoqmna), produqtSi ingredientebis Semcve-

loba (ingredientTa etiketebi), kvebis produqtebis faseu-

loba (kvebis etiketebi), produqtis siaxle (gamoSvebis nam-

dvili TariRi) da produqtis namdvili sargebeli (reklamis

sinamdvile). winadadebebi, romlebic dakavSirebulia mom-

xmarebelTa dacvasTan, gulisxmobs biznesTaRliTobis Sem-

TxvevaSi, momxmarebelTa uflebebis gamyarebas, produqtis

usafrTxoebis moTxovnasa da ufro meti Zalauflebis mice-

mas samTavrobo saagentoebisaTvis. winadadebebi, romlebic

ukavSirdeba cxovrebis xarisxs, moicavs im ingredientebis

kontrols, romelnic Seadgenen konkretul produqts Tu

SefuTvas, sareklamo `xmauris” Semcirebas da, momxmarebel-

Ta interesebis dasacavad, maTi warmomadgenlebis miRebas

kompaniis direqtorTa sabWoSi.

momxmareblebs aqvT ara mxolod ufleba, aramed pasuxis-

mgeblobac, daicvan sakuTari Tavi nacvlad imisa, rom es fun-

qcia sxvas gadaabaron. momxmareblebs, romlebic Tavs motyue-

bulad grZnoben, samoqmedod ramdenime varianti aqvT, maT So-

ris kontraqti kompaniasa da mediasTan, urTierToba federa-

lur, Statebisa Tu adgilobriv saagentosTan an sasamarTlos-

Tan.

maSin, rodesac momxmarebelTa damcvelni fiqroben

imaze, Tu ramdenad efeqtianad emsaxureba marketinguli

sistema momxmareblTa survilebs, garemos damcvelni imis

ganxilviT arian dakavebulni, Tu ra gavlenas axdens marketin-

gi garemoze. amasTan, isini ganixilaven im xarjebs, rac momxma-

rebelTa moTxovnilebebisa da survilebis dasakmayofileb-

lad aris aucilebeli. garemos damcvelTa moZraoba moqalaqe-

ebis, mesakuTreTa da mTavrobis organizebuli gamosvlaa xal-

xis sacxovrebeli garemos dasacavad da gasaumjobeseblad.

garemos damcvelni ar arian marketingisa da moxmare-

bis procesis winaaRmdegni. MmaT ubralod undaT, rom adamia-

nebma da organizaciebma garemoze meti mzrunveloba gamoi-

Cinon. isini amtkiceben, rom marketinguli sistemis mizani

araa moxmarebis procesis maqsimalizacia, momxmarebelTa

arCeva an momxmareblis dakmayofileba, aramed cxovrebis xa-

risxis gaumjobeseba unda iyos. `cxovrebis xarisxi” ki niS-

navs ara mxolod samomxmareblo saqonlisa da momsaxurebis

392

raodenobasa da xarisxs, aramed garemos xarisxsac. garemos

damcvelebs surT, rom garemos dacvis xarjebi gaxdes ro-

gorc mwarmoeblis, aseve momxmareblis gadawyvetilebebis

miRebis Semadgeneli nawili.

aSS-Si garemos damcvelTa moZraobis pirveli talRa

1960-ian da 1970-ian wlebSi gamowveuli iyo garemos dam-

cvelTa jgufebisa da momxmareblebis SeSfoTebiT ekologi-

uri sistemis degradaciis gamo; kerZod, madneulis Ria we-

siT mopovebiT, tyeebis gaCanagebiT, mJavuri wvimebiT, at-

mosferoSi ozonis fenis gaTxelebiT, toqsikuri narCenebi-

Ta da nagaviT. sazogadoeba, agreTve, ganicdida dasasvenebe-

li teritoriebis dakargvasa da janmrTelobasTan dakavSi-

rebuli problemebis matebas, rac gamowveuli iyo cudi hae-

riT, dabinZurebuli wyliTa da qimiuri nivTierebebiT gaJ-

RenTili kvebis produqtebiT.

garemos damcvelTa moZraobis meore talRis inicia-

tori ukve mTavroba gaxldaT. aSS-Si 1970-1980-ian wlebSi Se-

moRebul iqna kanonebi da maregulirebeli wesebi im indus-

triuli saqmianobis regulirebisaTvis, romelic zemoqme-

debs garemoze. am talRam zogierT industrias seriozuli

dartyma miayena. metalurgiuli kompaniebi da komunaluri

dawesebulebebi iZulebulni gaxdnen miliardobiT dolaris

investiciebi CaedoT dabinZurebis makontrolebel danadga-

rebsa da ZviradRirebul sawvavSi. avtoindustria iZulebu-

li gaxda daenerga ZviradRirebuli avtomanqanebis gamona-

bolqvis makontrolebeli danadgarebi. SefuTvis industri-

ebs ki daekisraT gzebis moZieba nagvis Semcirebis mizniT. aR-

niSnuli industriebi winaaRmdegobas uwevdnen garemos dac-

vis kanonebs, gansakuTrebiT maSin, rodesac maT aiZulebdnen

swori gadawyvetilebebi sakmaod swrafad mieRoT. bevri maT-

gani amtkicebs, rom maT mier aRebulma didma xarjebma isini

naklebad konkurentunariani gaxada.

dRes, garemos damcvelTa pirveli ori talRa mesame,

ufro Zlier talRad gardaiqmna, radganac firmebi sakuTar

Tavze iReben pasuxismgeblobas, aranairi ziani ar miayenon

garemos. amgvarad, garemos damcvelebma protestidan pre-

venciisken, anu kanonidan pasuxismgeblobisken gadainac-

vles. sul ufro meti firma egueba garemos mdgradobis po-

litikas, romelic ganviTarebis iseTi strategiis SemuSave-

393

bas gulisxmobs, rodesac garemo daculia, firma ki — momge-

biani.

firmas garemos mdgradobis misaRwevad SeuZlia gana-

xorcielos garemos dabinZurebis prevencia. es niSnavs ufro

mets, vidre garemos dabinZurebis kontroli, rac gulis-

xmobs garemos narCenebisgan gasufTavebas maTi warmoqmnis

Semdeg. dabinZurebis prevencia gulisxmobs narCenebis aR-

mofxvras an minimumamde dayvanas maT warmoqmnamde. firmeb-

ma, romelnic CarTulni arian prevenciaSi, SeimuSaves `mwvane

marketingis” programebi — ekologiurad usafrTxo produq-

tebis Seqmna anu xelmeored gadamuSavebadi da biologiurad

daSladi SefuTva, dabinZurebis ukeTesi kontroli da ener-

goefeqtiani sawarmoo procesebi. maT aRmoaCines, rom SesaZ-

lebelia erTdroulad iyo `mwvanec” da konkurentunarianic.

am mxriv aRsaniSnavia yvavilebis holandiuri industria gare-

mos dacvis problemebis TvalsazrisiT:

SezRudul farTobebze yvavilebis intensiuri kulti-

vireba iwvevda niadagisa da miwisqveSa wylebis dabinZurebas

pesticidebiT, herbicidebiTa da xelovnuri sasuqebiT. ga-

remos dacviTi maregulirebeli kanonmdeblobis gamkacre-

bis Semdeg, holandiuri yvavilebis mwarmoeblebma gaacnobi-

eres, rom warmoqmnili problemis gadawyvetis efeqtiani

gzaa yvavilebis warmoebaSi e.w. Caketili teqnologiuri cik-

lis ganviTareba. amJamad, mowinave holandiul saTburebSi

yvavilebi izrdeba ara niadagSi, aramed specialurad Seq-

mnil Caketil mkvebav garemoSi (e. w. hidroponikis principe-

bis gamoyenebiT, rodesac niadagis nacvlad gamoiyeneba ken-

Webis, matylisa da qviSis narevi, romelsac dozirebulad mi-

ewodeba sakvebi nivTierebebiT gazavebuli wyali). amasTana-

ve, xdeba wylis cirkulacia da xelaxali gamoyeneba, Semci-

rebulia pesticidebisa da herbicidebis gamoyeneba. aseTi

Caketili teqnologiuri cikli uzrunvelyofs mcenareebis

zrdis pirobebis stabilurobas da aumjobesebs produqciis

xarisxsac. Sedegad, miRweulia ara marto garemoze zegavle-

nis Semcireba, aramed, amavdroulad, naklebi xarjebi, pro-

duqciis ukeTesi xarisxi da globaluri konkurentunaria-

nobis zrda.

momdevno etapze firmebs SeuZliaT gamoiyenon e. w.

produqtis gankargva ara marto warmoebis Sedegad gamowve-

uli dabinZurebis, aramed garemoze yvela saxis zegavlenis

394

minimalizacia produqtis mTeli sasicocxlo ciklis ganmav-

lobaSi. bevri firma, TandaTan egueba garemos dizainis (DFE design for Enviroment procticen) praqtikas, romelic proeqtire-

bis etapze, winaswar gaazrebas gulisxmobs, raTa Seiqmnas

iseTi produqtebi, romelTa aRdgena, xelaxali gamoyeneba

Tu meoradi gadamuSaveba advilia. DFE ara marto garemos Se-

sanarCuneblad aris kargi, igi SesaZloa Zalze momgebianic

iyos. amis magaliTia Xerox-is korporaciis e.w. ,,gadamuSavebis

menejmentis programa’’ (ARM). Xerox-i ukan ibrunebs lizin-

giT gacemul Tavis manqanebs, Slis, Semadgenel komponen-

tebs, xelaxla amuSavebs da maTi gamoyenebiT axal manqanebs

awyobs. es programa uzrunvelyofs ara marto lizingis

msurvelebs aramarto produqciis ganaxlebiT, aramed Zveli

manqanebis gadamuSavebiT, izogeba firmis fuli. Xerox-is Se-

fasebiT, ARM-is danazogma nedleulis, SromiTi resursebi-

sa da narCenebis moSorebis mxriv, 300-400 milioni dolari

Seadgina.1

gare faqtorebisadmi mdgradobis mesame etapze, firme-

bi momavlisken iyurebian da garemos dacvisTvis aucilebe-

li axali teqnologiebis Seqmnas gegmaven. bevri organiza-

cia, romelic dabinZurebis prevenciasa da produqtis xsene-

bul gankargvaSi dawinaurda, SezRudulia arsebuli teqno-

logiebiT. mTlianad mdgradi strategiebis gansaviTareb-

lad, maT axali teqnologiebis ganviTareba sWirdebaT.

Monsanto amas soflis meurneobisaTvis saWiro teqnologie-

bis SecvliT aRwevs; kerZod, didi raodenobis qimiuri sasu-

qebis nacvlad, igi bioteqnologias iyenebs. mcenareebis

zrdis saTanado kontroliT, parazitebis Tavidan moSorebiT,

bioinJineriaze dayrdnobiT da ara pesticidebisa da xelovnu-

ri sasuqis gamoyenebiT, Monsanto imedovnebs, rom Seasrulebs

Tavis pirobas soflis meurneobis gare faqtorebisadmi mdgra-

dobis SenarCunebis Taobaze. Monsanto acxadebs, rom misi miza-

nia im teqnologiebis gankargva, romlebsac Tavad qmnis. maTi

1 Reprinted by permission of Harvard Business Review. From “Beyond Greening:

Strategies for a Sustainable World,” by Stuart L. Hart, January–February 1997, p. 74. Copyright © 1997 by the President and Fellows of Harvard College; all rights reserved.

395

TqmiT, `Monsanto-s evaleba kargi xarisxis produqciis miwodeba,

romelsac myidvelisa da garemosaTvis sargebeli moaqvs.”

da bolos, firmas SeuZlia ganaviTaros mdgradobis

xedva, romelic erTgvari gidia momavlisaken. igi aCvenebs,

Tu rogor unda dainergos firmis produqcia da momsaxure-

ba, procesebi da politikuri kursi da romeli axali teqno-

logiebi unda ganviTardes amis misaRwevad. mdgradobis axa-

li xedva sTavazobs CarCos dabinZurebis gakontrolebis,

produqciis marTvisa da garemos dacvisaTvis saWiro teqno-

logiebisaTvis.

garemos damcvelTa moZraoba globaluri marketingi-

saTvis zogierT specifikur gamowvevas warmoqmnis. gamomdi-

nare iqidan, rom saerTaSoriso biznesis barierebi mcirdeba,

globaluri bazrebi ki farTovdeba, garemos dacvasTan da-

kavSirebul sakiTxebs sul ufro meti gavlena aqvT saerTa-

Soriso biznesze. CrdiloeT amerikis, dasavleT evropisa da

sxva ganviTarebuli regionebis qveynebi garemos dacvis

mkacr standartebs qmnian. magaliTad, aSS-Si, 1970 wlidan mo-

yolebuli, garemos dacvis or aTeulze meti kanoni moqme-

debs da rogorc bolo drois movlenebi aCveneben, mosalod-

nelia kontrolis kidev ufro gamkacreba. CrdiloeT amerikis

Tavisufali vaWrobis (NAFTA) SeTanxmebis Tanaxmad, Seiqmna ko-

misia, romelmac unda gadaWras garemos dacvasTan dakavSirebu-

li problemebi. axlaxan, evrokavSirma daamtkica kanoni `end-of-life” (sicocxlis dasasruli), romelic manqanebis mwarmoeblebs

avalebs maT mier warmoebuli Zveli manqanebis sul mcire 80 pro-

centis gadamuSavebas an modernizebas, xelaxla gamoyenebis miz-

niT. evrokavSiris ,,eko-menejmentis da auditis’’ programa sTa-

vazobs garemos dacvis TviTregulirebis instruqciebs.

miuxedavad amisa, garemos dacvis politika yvela qve-

yanaSi gansxvavebulia da msoflio masStabis standartebs ki-

dev didxans unda velodoT. Tumca, iseTma qveynebma, rogo-

ricaa dania, germania, iaponia da aSS, garemos dacvis poli-

tika ukve ganaviTares da sazogadoebis molodinic gaamar-

Tles; didma qveynebma — CineTma, indoeTma, braziliam da ru-

seTma ki, aRniSnuli politikis ganviTareba mxolod axlaxans

daiwyes. ufro metic, garemo faqtorebs, romlebic gavlenas

axdenen erTi qveynis momxmareblebze, SesaZloa sxva qveynis

warmomadgenlebze aranairi zegavlena ar iqonion. magali-

396

Tad, gamagrilebeli sasmelebis PVC boTlebis gamoyeneba Se-

uZlebelia Sveicariasa da germaniaSi, Tumca maT upirateso-

bas aniWeben safrangeTSi, sadac maTi gadamuSaveba xdeba. ase

rom, saerTaSoriso firmebs uZneldebaT garemos dacvis ise-

Ti standartuli qmedebebis ganviTareba, romlebic mTel

msoflioSi erTnairad imuSavebs. amdenad, isini qmnian Ziri-

Tad politikas, Semdeg ki misgan ayalibeben programebs, rom-

lebic adgilobriv kanonmdeblobasa da sazogadoebis molo-

dinzea morgebuli.

sakanonmdeblo baza, romelic mTel msoflioSi biznes-

ze axdens zegavlenas, wlebis ganmavlobaSi, daixvewa. aSS-Si

arsebobs bevri kanoni, romlebic moicaven iseT sakiTxebs,

rogoricaa konkurencia, samarTliani vaWroba, garemos dac-

va, produqtis usafrTxoeba, reklamis realoba, momxmareb-

lis konfidencialoba, SefuTva da markireba, faswarmoqmna

da sxv. evrokomisia aqtiurad qmnis kanonebs, romlebic exeba

konkurentul qcevas, produqtis standartebs, mwarmoeblis

valdebulebebsa da komerciul garigebebs evrokavSiris

qveynebisaTvis.

zogierTma qveyanam Zlieri samomxmareblo kanonmdeb-

lobis danergvaSi aSS-sac ki gauswro. magaliTad, norvegia

krZalavs gayidvebis ramdenime formis stimulirebas — sa-

vaWro markebs (trade stamps), produqtisTvis Sejibrsa (contest) da premialur fasebs (premiums), radganac maT produqtis

stimulirebis araswor da arasamarTlian saSualebad miiC-

nevs. tailandis mTavroba iTxovs mwarmoeblebisgan iseTi

produqciis gamoSvebas, romelic mcire Semosavlebis mqone

momxmareblebisaTvis iqneba xelmisawvdomi. indoeTSi kvebis

produqtebis mwarmoebel firmebs unda gaaCndeT specialu-

ri mtkicebuleba, raTa gamouSvan brendi, romelic bazarze

ukve arsebuli produqtis dublikats warmoadgens, rogori-

caa, magaliTad, Coca-Cola an brinjis axali nairsaxeoba.

aSS-Si arsebobs araerTi kanoni, romelic Seqmnilia

mTlianad qveynis, Statebisa Tu adgilobrivi masStabebiT da

isini xSirad erTmaneTs faraven. aspirini, romelic dalasSi

iyideba, kontroldeba rogorc federaluri kanoniT iarli-

yebis Sesaxeb, aseve texasis kanoniT reklamis Sesaxeb. ufro

metic, kanonebi mudmivad icvleba — is, rac wina wels neba-

darTuli iyo, dRes SeiZleba aikrZalos da — piriqiT. marke-

397

tingis samsaxurebma bevri unda imuSaon, raTa kanonTa am

cvlilebebsa da maT interpretaciebs misdion.

biznesis kanonmdebloba ZalaSi konkretuli mizezebis

gamo Sevida. pirvelia firmebis dacva erTmaneTisagan. miuxe-

davad imisa, rom biznesis mesveurebi SesaZloa, xotbas asxa-

men konkurencias, isini zogjer mis ganeitralebasac cdilo-

ben. amgvarad, kanonebs iReben, raTa dafiqsirdes da Tavidan

iqnes acilebuli arasamarTliani konkurencia. aSS-Si aseTi

kanonebi federaluri savaWro komisiisa da generaluri pro-

kuroris ofisis antimonopoliuri ganyofilebidan momdina-

reobs.

samTavrobo regulirebis meore mizania momxmarebelTa

uflebebis arasamarTliani biznesqmedebebisagan dacva. zo-

gierTma firmam regulirebis gareSe SesaZloa cudi produq-

ti Seqmnas, reklamaSi icruos da momxmarebeli SefuTviTa da

fasiT moatyuos. arasamarTliani biznessaqmianoba gamoaSka-

ravdeba da zewolis qveS aRmoCndeba sxvadasxva saagentos

mxridan.

mTavrobis sakanonmdeblo saqmianobis mesame mizania

sazogadoebis interesebis dacva windauxedavi biznesqmede-

bisagan. momgebiani biznessaqmianoba yovelTvis ar qmnis

cxovrebis ukeTes xarisxs. kanonebi iqmneba, raTa firmebi sa-

kuTar Tavze srul pasuxismgeblobas iRebdnen TavianTi

produqciis socioeTikur mxareze.

saerTaSoriso asparezze momuSave marketingis specia-

listebs urTierToba uwevT aTobiT, ufro metic, asobiT sa-

agentosTan, romlebic savaWro politikis gasatareblad da

regulirebis mizniT arian Seqmnili. aSS-Si kongresma Camoa-

yaliba federaluri maregulirebeli saagentoebi, rogori-

caa federaluri vaWrobis komisia (FTC), kvebis produqtebi-

sa da wamlebis administraciis saagento (FDA), federaluri

komunikaciebis komisia, federaluri energoregulaciis ko-

misia, samoqalaqo aviaciis sabWo, samomxmareblo produqtis

usafrTxoebis komisia da garemos dacvis saagento. aseT sam-

Tavrobo saagentoebs firmis marketingul saqmianobaze di-

di gavlena aqvT. drodadro am saagentoebis momsaxure per-

sonali zedmet simkacres iCens da maTi qmedeba araprogno-

zirebadia. zogjer am saagentoebSi dominireben advokatebi

da ekonomistebi, romlebsac praqtikuli biznesisa da marke-

tingis sferoSi gamocdileba naklebad gaaCndaT. bolo

398

wlebSi federaluri vaWrobis komisiam Tavis momsaxure per-

sonals daumata marketingis eqspertebi, romelTac biznesis

kompleqsuri sakiTxebis ukeT gageba SeuZliaT.

axali kanonebis Seqmna da maTi zewolis zrda grZelde-

ba. biznesis mesveurebma, produqtebisa da marketinguli

programebis dagegmvisas, am movlenebs Tvali unda miadev-

non. marketingis specialistebma is ZiriTadi kanonebi unda

icodnen, romlebic icaven konkurencias, momxmareblebsa da

sazogadoebas. maT unda esmodeT es kanonebi adgilobriv, re-

gionul, federalur da saerTaSoriso doneze.

Tu mwarmoeblebi SeZlebdnen miwodebis jaWvSi saqon-

lis moZraobaze Tvalyuris devnebas, es gamoiwvevda pro-

duqciis droul miwodebas, sainventarizacio da sadistri-

bucio xarjebis Semcirebas. sacalo movaWreebs saSualeba

eqnebodaT, TavianT maRaziebSi mimdinare vaWrobis dinami-

kisTvis miedevnebinaT Tvali, rac maT daexmarebodaT saku-

Tari sasaqonlo maragis marTvaSi, Taroebis SevsebaSi da av-

tomaturad xelaxali SekveTebis miRebaSi.

dRes realobaa axali samyaro, romelSic myidvelebi-

saTvis Seqmnilia aseTi teqnologiebi. supermarketis rigebs

Soris siarulisas Taroze ganlagebul Tqveni sayvareli sas-

melis 6 saxeobas waavlebT xels. Taroze moTavsebuli senso-

ri arCevans gamoaaSkaravebs da yovelive es Tqveni Soping-ba-

raTis ekranze reklamis saxiT aisaxeba. reklama gTavazobT

gansakuTrebul marilian wasaxemsebel sakvebs, romelic

Zalze gemrieli iqneboda Tqven mier SerCeul sasmelTan er-

Tad. rodesac Sampunebis ganyofilebas miuaxlovdebiT,

eleqtronuli wamkiTxveli yuradRebiT daaTvalierebs

Tqvens baraTs da aRniSnavs, rom sayvareli brendi ar SegiZe-

niaT. `dagaviwydaT Sampuni?~ — Cndeba SekiTxva ekranze. Sem-

deg, Soping-baraTi SegaxsenebT, rom sadilisaTvis, romel-

sac Tqven gegmavT, aucilebelia esa Tu is Rvino. sayidlebis

Semdeg, sursaT-sanovages aTavsebT erTad da saxlSi midi-

xarT. gasasvlelSi damontaJebuli skanerebi Tqvens SenaZens

avtomaturad ajameben da sakredito baraTidan danaxarjebs

CamoWrian. saxlSi `manqana-wamkiTxveli~ Tvals adevnebs, ro-

meli navaWri ikavebs adgils sakuWnaoSi da romeli rCeba mis

gareT. aqedan gamodinare, rodesac maragi iwureba, savaWro

CamonaTvals avtomaturad aaxlebs. kviradRes sadilis dasa-

gegmad Tqven aTvalierebT indaurs, romelic axlaxan iyi-

399

deT. Cadgmuli Cipi gaZlevT momzadebis instruqciebsa da

ramdenime garniris recepts. Tqven frinvelis xorcs aTav-

sebT `sazrian RumelSi~, romelic Cipze Caweril instruqci-

ebs misdevs da iRebT mSvenivrad Sebrawul indaurs. es arna-

xuli teqnologiaa Tu? ggoniaT, warmoudgenelia? sulac ar

aris Auto-ID Center-isTvis. 1999 wels daarsebulma centrma

unikaluri partnioruli urTierTobebi daamyara TiTqmis

100 globalur firmasTan da msoflios wamyvan kvleviT uni-

versitetebTan. Auto-ID Center-is mizani iyo `samyaros Sesac-

vlelad... miecaT firmebisaTvis raRac iseTi, razec dRemde

ocneboben isini — unaklo miwodebis jaWvis xiluloba.~ es

didebuli misiaa. magram amis realobad qceva SesaZloa, al-

baT, iseTi marketinguli magnatebisaTvis, rogorebic arian

Wal-Mart, Home Depot, Target, Best Buy, Procter & Gamble, Coca-Cola, IBM, Gilette, Michelin, US Post Office.

Auto-ID Center-ma Seqmna radiosixSiris pawawina saiden-

tifikacio gadamcemi (RFID), anu sazriani Cipi, romlis Camon-

taJebac Tqven mier nayid nebismier produqtSi SeiZleba. ga-

damcemi iseTi pataraa, rom zogierTi maTgani nemsis wverzec

ki moTavsdeba, Tumca SeuZlia daitios kodirebuli infor-

macia, waikiTxos da gadaweros miwodebis jaWvis monacemebi

nebismier doneze. Auto-IDCenter-is teqnologia mwarmoebleb-

sa da sacalo movaWreebs uzrunvelyofs saocari saSuale-

biT kvaldakval mihyvnen produqciis maragis cvlilebis

tendenciebsa da gayidvebs. maT CamontaJebuli Cipebi SeuZ-

liaT gamoiyenon produqtebisaTvis Tvalyuris sadevnad —

dawyebuli nayiniTa da katis sakvebiT, damTavrebuli sabu-

ravebiT, saizolacio masaliTa da reaqtiuli ZravebiT — na-

bij-nabij misdion fabrikidan, sawyobebidan, maRaziis Taro-

ebidan Tu xelmeore gadamuSavebis centrebidan.

Strixkodis sistema dResdReobiT modidan gadis da sa-

varaudod, sazriani Cipebis sistema Caenacvleba. Strixkodi

xiluli unda iyos, rom skanerma waikiTxos, sazriani Cipi ki

nebismier adgilas SeiZleba moTavsebuli iyos. Strixkodi

mxolod produqtis mwarmoeblis identificirebas axdens,

xolo Cipebs monacemTa bazasTan wyvilSi detaluri infor-

maciis uzrunvelyofa SeuZliaT individualuri produqtis

Sesaxeb. magaliTad, CamontaJebul sazrian Cips SeuZlia kom-

pania Borden-is 2-procentiani moxdili rZis konkretuli ga-

400

lonis identificireba — misi warmoebis TariRis, gamoyene-

bis vadis, momaragebis jaWvSi adgilmdebareobis dadgena da

sxva damaxasiaTebeli infomarciis miwodeba.

miuxedavad imisa, rom es futuristulad JRers, Auto-ID-teqnologiam ukve gaiara testireba aSS-sa da gaerTiane-

bul samefoSi. axlaxan Gillette-ma naxevari miliardi Cipi Seuk-

veTa da ori RFID sapiloto proeqti ganaxorciela. pirveli

proeqti CamontaJebul gadamcemebs iyenebs, raTa produq-

tebs fabrika-qarxnebidan maRaziis Taroebamde Tvali adev-

nos. Gillette-i imedovnebs, rom teqnologia momxmareblebis

momsaxurebas gaaumjobesebs da, amavdroulad, Tavis pro-

duqciis marags 25-dan 5 procentamde Seamcirebs. meore pro-

eqtSi Gillette-ma Wal-Mart-sa da Tesco-s zogierT maRaziebSi in-

formaciis wamkiTxveli mowyobilobebi Taroebze daamontaJa.

amtkiceben, rom sacalo movaWreni gayidvis procesSi weli-

wadSi 30 miliard dolarze mets kargaven imis gamo, rom Ta-

roebi bolomde Sevsebuli ar aris. informaciis wamkiTxveli

Taroze ganTavsebul Gillette-is saparsebs afiqsirebs da roca

saparsTa raodenoba klebulobs, maRaziis momsaxure perso-

nals maT Sevsebas axsenebs. `Cven vicxovrebT samyaroSi, sa-

dac Taroebi yovelTvis savsea,~ — ambobs Gillette-is vice-pre-

zidenti globaluri miznebis marTvis sakiTxebSi. informa-

ciis wamkiTxveli mowyobiloba momsaxure personals aseve

afrTxilebs, rodesac Tarodan didi raodenobiT saparsi

qreba da amiT qurdobas amcirebs.

Michelin-ic atarebs Cipebis testirebas. saburavebis da-

mamzadebeli firma gegmavs Cipebis CamontaJebas saburavebSi,

romlebic dayenebuli iqneba samgzavro manqanebsa da satvir-

To avtomobilebze. qarxanaSi am CipSi Seiyvanen informacias

produqtis warmoebis drosa da TariRze, saburavis zomasa

da sidideze, qarxnis adgilmdebareobaze, satransporto sa-

Sualebebis saidentifikacio nomrebze.

iseTi megamarketinguli firmebis msgavsad, rogorebic

arian Gillette, Michelin-i da Wal-Mart-i, sazrian Cipebs patara sa-

calo movaWreebic iyeneben. modis sacalo movaWre Prada-m

isini axlaxan Tavis niu-iorkis maRaziaSi daamontaJa. iq ar-

sebuli videoekranebi myidvelis mier SerCeuli nawarmidan

skanirebuli informaciis safuZvelze, aCveneben am produq-

tis demonstrirebasa da dizainerTa Canaxatebs. mosazome-

401

bel oTaxebSi wamkiTxveli mowyobilobebi yvela im tansac-

mlis detalebis identificirebas axdens, romlebsac myidveli

izomebs da amis safuZvelze sTavazobs maT tansacmlis damate-

biT models, zomas, fers an dizains.

aRniSnuli inovaciis gamo, momxmarebelTa umravleso-

ba msgavsi mikrogadamcemebis upiratesobas aRiarebs. magram

zogierTi momxmarebeli da maTi uflebebis damcveli pirad

konfidencialobaze wuxs. Tu firmebs SuZliaT momxmareb-

lis yidvisa da produqtis gamoyenebis process Tvali adev-

non, marketingis samsaxurebi Zalze didi raodenobis infor-

macias moipoveben. `am teqnologiis Semqmnelebi or cecxls

Sua arian: maT SeuZliaT am uzarmazari potencialis gamoye-

neba da, amasTanave, arsebobs SiSi, rom momxmareblebs cru

warmodgenebs Seuqmnian,~ — ambobs erT-erTi analitikosi.

Auto ID-teqnologiis mowinaaRmdegeni aRniSnaven, rom

gadamcemebs moqmedebis SezRuduli diapazoni aqvT, daaxlo-

ebiT 20 futamde. amitom momxmareblebis saxlebSi Tu maTi

moZraobis procesSi Cipebidan informaciis wakiTxva TiTqmis

SeuZlebelia, Auto ID-industria aseve muSaobs momxmarebelTa

konfidencialobaze. sxva sakiTxebTan erTad, isini konfiden-

cialobis gatarebis politikasac ewevian, rac momxmarebels

saSualebas aZlevs, uari Tqvas Cipebze. Auto ID-is konsultan-

tis mosazrebiT, maTi mTavari misia sulac ar aris momxmareb-

lis jaSuSoba, aramed maTi ukeTesi momsaxureba. AutoID-is

xedviT, brendis mwarmoeblebsa da sacalo movaWreebs saSua-

leba eZlevaT, daadginon zusti dro, awarmoon sworad gaT-

vlili stimulireba da, amgvarad, daamyaron momxmarebelTan

pirdapiri kavSiri.

Auto ID-is teqnologia did sargebels moutans rogorc

firmis marketingis samsaxurebs, aseve myidvelebs, romelTac

isini emsaxurebian. `varaudi imis Taobaze, rom mikrogadamceme-

bis gamoyenebis mizani yidvis procesSi myidvelze zegavlenis

moxdenaa, mtknari sicruea. magram, arc Tu ise Soreul momaval-

Si, igi SeiZleba marketingis axali Taobis bazisad iqces,~ - acxa-

debs analitikosi.

gazrdilia yuradReba eTikasa da socialurad sapasu-

xismgeblo qmedebebze. dawerili kanonebi marketingis arasa-

survel gamoyenebas yovelTvis ver zRudavs. miuxedavad ami-

sa, dawerili kanonebisa da regulirebis garda, bizness, ag-

402

reTve, socialuri kodeqsebi da eTikis progresuli wesebi

aregulirebs.

civilizebuli firmebi TavianT menejerebs Seaxseneben,

Tu `ra aris swori qmedeba~. socialuri pasuxismgeblobis

mqone es firmebi aqtiurad eZeben gzebs, raTa daicvan Tavi-

anTi momxmareblebis interesebi da garemo.

17.3. marketingis eTika

ukanasknel xanebSi biznesis sferoSi konfliqtebis ma-

tebam da garemos dacvaze gazrdilma zrunvam eTikisa da so-

cialuri pasuxismgeblobis sakiTxebisadmi axali interesi

gamoiwvia. marketingis TiTqmis yvela aspeqti msgavs sakiT-

xebs moicavs. vinaidan aseTi sakiTxebi konfliqtur intere-

sebs exeba, saRad moazrovne adamianebs SeuZliaT mocemul

situaciaSi, moqmedebis swor kurss ar daeTanxmon. amdenad,

bevri industriuli da profesiuli savaWro asociacia saTa-

nado eTikis kodeqss flobs. axla sul ufro meti firma avi-

Tarebs Sesabamis politikas, samoqmedo strategias da reagi-

rebas axdens kompleqsuri socialuri pasuxismgeblobis sa-

kiTxebis mimarT.

eleqtronuli komerciisa da internetmarketingis ga-

moyenebam warmoSva socialuri da eTikuri xasiaTis, kerZod

onlainkonfidencialobis problemebi. magaliTad, veb-gver-

dis stumrebi xSirad amarageben firmebs informaciiT, ris

gamoc isini SeiZleba marketingis samsaxuris msxverplni gax-

dnen. ufro metic, Intel-i da Microsoft-i maRalteqnologi-

uri mikrosqemebisa da programebis gamoyenebaSi daadanaSau-

les, risi meSveobiTac personaluri kompiuterebidan in-

formacias iRebdnen marketinguli miznebisaTvis.

saukeTeso wesebsac ki ar SeuZliaT yvela im rTuli

eTikuri situaciidan gamoyvana, romlebSic marketingis sam-

saxuri SeiZleba aRmoCndes. 17.1 cxrilSi CamoTvlilia zogi-

erTi rTuli eTikuri situacia, romlebsac marketingis spe-

cialistebi TavianTi karieris ganmavlobaSi SeiZleba waaw-

ydnen. Tu yvela am SemTxvevaSi isini swrafi gayidvisaTvis sa-

Wiro moqmedebebs airCeven, maTi qceva SesaZloa amoralur

qmedebad, ufro metic, amoralurad Sefasdes.

403

cxrili 17.1 aSS ZiriTadi kanonebi, romlebic aregulireben

saqmianobas marketingis sferoSi1

kanoni daniSnuleba

Sermanis antitrestuli

kanoni (1890)

krZalavs monopoliasa da saqmianobebs

(fasis fiqsireba, mtacebluri

faswarmoqmnis politika), romlebic

Statebs Soris vaWrobasa da

konkurencias zRudavs.

federaluri kanoni

kvebis produqtebis da

wamlebis Sesaxeb (1906)

krZalavs falsificirebuli Tu yalbi

iarliyebis mqone kvebis produqtebis,

wamlebis warmoebasa da gayidvas. am kanoniT

Seiqmna kvebis produqtebisa da wamlebis

administraciis saagento (FDA). kleitonis kanoni (1914) Sermanis kanonis damateba. krZalavs fasebis

diskriminacias da ekskluziur

urTierTobebs.

kanoni federaluri

vaWrobis komisiis (FTC) Sesaxeb (1914)

awesebs vaWrobis komisias, raTa

akontrolos da gamoasworos

arasamarTliani savaWro meTodebi.

robinson-petmenis aqti

(1936)

damatebebi Seitana kleitonis kanonSi da

fasTa diskriminacia arakanonier qmedebad

ganmarta. es aqti federaluri vaWrobis

saagentos aZlevs uflebamosi-lebas,

raodenobriv fasdaklebebze daawesos

limitebi, akrZalos zogierTi brokeruli

da mastimulirebeli SeRavaTebi, garda im

SemTxvevebisa, rodesac garkveuli

proporciaa daculi.

viler-liis kanoni (1938) krZalavs yvela arakeTilsindisier,

gaugebrobis Sem-cvel da arasamarTlian

saqmianobas konkurentebTan mimarTebaSi.

kvebis produqtebisa da wamlebis

reklamirebas aqcevs federaluri vaWrobis

saagentos iurisdiqciis qveS.

lanhamis kanoni savaWro

niSnis Sesaxeb (1946)

icavs da aregulirebs gansakuTrebuli

brendis saxelebsa da savaWro niSnebs.

kanoni erovnuli

saavtomobilo moZraobisa

da usafrTxoebis Sesaxeb

(1958)

uzrunvelyofs usafrTxoebis savaldebulo

standartebis Seqmnas manqanebisa da

saburavebisaTvis.

kanoni samarTliani

SefuTvisa da iarliyis

uzrunvelyofs samomxmareblo saqonlis

SefuTvisa da iarliyis datanis

1 f. kotleri, dasax. wigni, gv.169.

404

Sesaxeb (1966) regulirebas. am kanonis mixedviT,

mwarmoeblebma unda daafiqsiron, ras

Seicavs SefuTva, vin daamzada da ramdens

iwonis igi.

kanoni bavSvTa dacvis

Sesaxeb (1966)

krZalavs saSiSi saTamaSoebis gayidvas.

awesebs standartebs patarebisaTvis

usafrTxo SefuTvisaTvis.

federaluri kanoni

sigaretis iarliyisa da

reklamis Sesaxeb (1967)

am kanonis Tanaxmad, sigaretis SefuTva

unda Seicavdes Semdeg sityvebs:

`gafrTxileba: jandacvis saministro

gafrTxilebT, moweva mavnebelia Tqveni

janmrTelobisaTvis.~

kanoni erovnuli garemos

dacvis Sesaxeb (1969)

afuZnebs erovnul politikas garemosTan

mimarTebaSi. 1970 wlis

reorganizaciisPgegmiT Camoyalibda

garemos dacvis saagento (EPA). kanoni samomxmareblo

produqtis usafrTxoebis

Sesaxeb (1972)

afuZnebs samomxmareblo produqtis

usafrTxoebis komisias (CPSC) da avalebs

mas samomxmareblo produqtebisaTvis

usafrTxoebis standartebis danergvas.

aseve, awesebs sasjels im SemTxvevaSi, Tu

es standartebi uxeSad dairRveva.M

magnuson-mosis kanoni

garantiebis Sesaxeb (1975)

federaluri vaWrobis saagentos

saSualebas aZlevs, gansazRvros wesebi da

kanonebi momxmareblis garantiebis Sesaxeb.

aseve, xelmisawvdoms xdis maT gamosworebas

momxmareblebisaTvis.

kanoni sabavSvo

programebis Sesaxeb (1990)

zRudavs reklamebis raodenobas sabavSvo

satelevizio programebis dros.

kanoni kvebis

produqtebis Sesaxeb

(1990)

moiTxovs, rom kvebis produqtis iarliyebi

detalur informacias Seicavdes produqtis

Sesaxeb.

telefonis

momxmarebelTa dacvis

aqti (1991)

SuzRudavs marketingis samsaxurebs

telefonis, Canawerebisa Tu sxva msgavsi

sistemebis meSveobiT momxmareblebis

mizidvaSi.

kanoni amerikel

invalidTa dacvis Sesaxeb

(1991)

icavs invalidebis uflebebs. uzrunvelyofs

maT TavSesafriT, transportiTa da

telekomunikaciiT

kanoni onlain reJimSi

bavSvTa piradi

informaciis dacvis

Sesaxeb (2000)

krZalavs veb-gverdebze bavSvebisagan piradi

informaciis miRebas mSoblebis Tanxmobis

gareSe da mSoblebs saSualebas aZlevs,

gaakontrolon es informacia.

marketingis keTilsindisieri specialistebi moralu-

ri saxis bevr dilemas awydebian. is, Tu romeli qmedebaa sau-

keTeso, xSirad gaugebaria. imis gamo, rom zogierT menejers

405

ara aqvs saTanado moraluri principebi, firmebi korpora-

ciuli marketinguli eTikis politikis ganviTarebas saWi-

roeben. es aris wesebi, romlebsac mTelma organizaciam unda

misdios. am politikurma kursma unda moicvas distribu-

torTa urTierTobebi, sareklamo standartebi, myidvelTa

momsaxureba, faswarmoqmna, produqciis ganviTareba da eTi-

kis zogadi standartebi.

ra principebiT unda ixelmZRvanelon firmebma da mar-

ketingis menejerebma, rodesac saqme moralur da socialur

pasuxismgeblobebs exeba? erT-erTi filosofiis mixedviT,

aseT sakiTxebs bazari da samarTlebrivi sistema wyvets. am

principiT, firmebi da maTi menejerebi ar arian pasuxismge-

belni moraluri gadawyvetilebebis miRebaze. firmebs, ro-

melnic keTilsindisierni arian, yvelafris gakeTeba SeuZli-

aT, ris saSualebasac xsenebuli sistema aZlevs.

meore filosofia pasuxismgeblobas akisrebs ara sis-

temas, aramed gaTviTcnobierebul firmebsa da menejerebs.

es ufro metad informirebuli filosofia gulisxmobs, rom

firmas unda gaaCndes `socialuri sindisi”. firmebi da mene-

jerebi korporaciuli gadawyvetilebebis miiRebisas, unda

xelmZRvanelobdnen maRali standartebis eTikiTa da mora-

liT, miuxedavad imisa, Tu ,,ris saSualebas gvaZlevs siste-

ma’’. istoriam Semoinaxa firmis qmedebaTa uamravi SemTxveva,

romlebic kanonieri, magram Zalze upasuxismgeblo iyo. maga-

liTad, ,,sufTa kvebis produqtisa da wamlebis kanonis’’ Se-

moRebamde, dieturi abebis reklama iuwyeboda, rom adamians,

romelic am abebiT isargeblebda, SeeZlo eWama yvelaferi

nebismier dros da, miuxedavad amisa, wonaSi daeklo. dauje-

rebelia ara? magram yovelive es sakmaod damajerebli iyo.

rogorc aRmoCnda, e. w. `dieturi danamati” soliteris Wia

gaxldaT. Wiebi saWmlis momnelebel organoebSi ganviTarde-

bodnen da amisTvis, rasakvirvelia, kargi pirobebic eqnebo-

daT, wamlis mimRebi ki, sabolood, sikvdils Caxedavda Tva-

lebSi.

TiToeulma firmam da marketingis menejerma unda Sei-

muSaos socialuri pasuxismgeblobisa da eTikuri qcevis fi-

losofia. socioeTikuri marketingis koncefciis Tanaxmad,

TiToeulma menejerma unda ganixilos, Tu ra aris kanonieri,

nebadarTuli da ganaviTaros standartebi, romlebic efuZ-

406

neba pirad patiosnebas, sindissa da momxmareblis xangrZliv

keTildReobas.

iseve, rogorc garemos damcvelTa moZraoba, saerTa-

Soriso marketingisaTvis metad mniSvnelovania eTikis sa-

kiTxebic. biznes-standartebi yvela qveyanaSi gansxvavebu-

lia. magaliTad, aSS-is firmebSi qrTami da Kickback-i (misaRe-

bi Tanxis nawilis datoveba) miuRebeli da arakanonieria;

samxreT amerikis qveynebSi ki es Cveulebrivi movlenaa. erT-

erTma bolo gamokvlevam aCvena, rom sxvadasxva qveynis fir-

mebi qrTams umetes wilad maSin mimarTaven, rodesac axlad

warmoSobili bazrebis mqone qveynebTan aformeben kon-

traqts. yvelaze xSirad, qrTamis faqtebi ruseTsa da CineT-

Si fiqsideba. es qveynebi taivanTan da koreasTan TanamSrom-

loben. korufcia Cveulebrivi movlenaa indoeTSi, pakistan-

sa da bangladeSSi; yvelaze naklebad korumpirebul saxel-

mwifoTa ricxvSi ki Sedis avstralia, SvedeTi, Sveicaria, av-

stria da kanada. Cndeba SekiTxva: unda Seamciros Tu ara

firmam eTikis standartebi, raTa efeqtiani konkurencia ga-

uwios mdare standartebis mqone qveyanas? erT-erTi gamok-

vlevisas, es SekiTxva didi saerTaSoriso firmebis aRmasru-

lebel direqtorebs dausves. pasuxi erTsulovani ara iyo.

,,amerikis marketingis asociaciam’’ — marketingis mene-

jerebisa da swavlebis saerTaSoriso asociaciam — Seqmna

eTikis normebi, firmebi agreTve aviTareben programebs, ra-

Ta gaacnon menejerebs eTikasTan dakavSirebuli mniSvnelo-

vani sakiTxebi da daexmaron maT swori pasuxebis povnaSi. isi-

ni atareben seminarebsa da simpoziumebs, qmnian eTikis komi-

tetebs. ufro metic, bevrma amerikulma firmam daawesa Ta-

namdeboba — maRali rangis eTikis oficeri, romelsac evale-

ba eTikasTan dakavSirebuli sakiTxebis ganxilva, probleme-

bis gadaWra da im sakiTxebis mogvareba, romlebic Tanam-

Sromlebs exebaT.

amerikis marketingis asociaciis wevrebi valdebule-

bas iReben eTikuri da profesiuli kuTxiT. isini erTiande-

bian da xelmoweriT adastureben qvemoT mocemul eTikis

normebs, romlebic moicaven Semdeg sakiTxebs:

1. marketingis samsaxuris pasuxismgeblobebi. mene-

jerebi pasuxismgebelni arian TavianTi saqmianobis Sedegeb-

ze da yvela Rone ixmaron, raTa darwmundnen, rom maTi gadaw-

yvetilebebi, rekomendaciebi da qmedebebi miznad isaxavs sa-

407

zogadoebis nebismieri warmomadgenlis — momxmareblis, or-

ganizaciisa Tu farTo sazogadoebis — moTxovnilebebis

identificirebas, momsaxurebasa da dakmayofilebas.

marketingis menejeri profesiul saqmianobaSi unda

xelmZRvanelobdes:

� profesiuli eTikis fundamenturi wesiT: ganzrax

arasdros miayenos ziani;

� daemorCilos yvela Sesabamis kanonsa da wesdebas;

� zustad warmoadginos Tavisi ganaTleba, treiningiT

miRebuli unar-Cvevebi da gamocdileba;

� aqtiurad dauWiros mxari eTikis normebs, moaxdi-

nos maTi stimulireba da misdios maT praqtikul

saqmianobaSi.

2. patiosneba da samarTlianoba. marketingis specia-

listebma unda SeZlon TavianTi profesiis erTianobis, pati-

osnebisa da Rirsebis mxardaWera da ganzogadeba, risTvisac:

� pirnaTlad unda moemsaxuron momxmareblebs, klien-

tebs, TanamSromlebs, distributorebs, mimwodeb-

lebsa da sazogadoebas;

� ar unda miiRon gaucnobiereblad monawileoba inte-

resebis konfliqtSi yvela monawile mxaresadmi wi-

naswari SeniSvnebis micemis gareSe;

� marketinguli momsaxurebisaTvis daaweson samar-

Tliani fasebis CamonaTvali, maT Soris, fulis ga-

daxdiT an Cveulebrivi da/an legaluri (iuridiuli)

kompensaciis miRebiT.

3. marketinguli gacvliTi procesis monawile mxare-

ebis uflebebi da movaleobebi. marketinguli gacvliTi

procesis monawileebma unda gaacnobieron, rom:

� SeTavazebuli produqcia da momsaxureba aris usaf-

rTxo da Seefereba misTvis gankuTvnil samomxmareb-

lo miznebs;

� SemoTavazebuli produqciisa da momsaxurebis Sesa-

xeb gavrcelebuli informacia ar aris yalbi;

� yvela mxare movalea, pirnaTlad Seasrulos sakuTa-

ri finansuri Tu sxva valdebulebebi;

� arsebobs Sesabamisi Siga meTodebi samarTliani re-

gulirebis da/an mdgomareobis gamosworebisa yid-

vasTan dakavSirebuli ukmayofilebis SemTxvevaSi.

408

qvemoT CamoTvlili SeiZleba moicavdes, magram ar Se-

moifarglebodes marketingis specialistebis Semdegi pasu-

xismgeblobebiT:

produqciis ganviTarebisa da marTvis sferoSi:

� ganacxados yvela arsebuli riskis Sesaxeb, rac pro-

duqciis an momsaxurebis gamoyenebasTan aris dakav-

Sirebuli;

� gansazRvros produqciis nebismieri komponentis

Canacvleba, ramac SesaZloa Secvalos produqti ma-

terialurad an misi gavlena myidvelis mxridan yid-

vis gadawyvetilebaze;

� gansazRvros zedmeti fasnamatis maxasiaTeblebi.

stimulirebis sferoSi:L

� Tavidan aicilos cru an SecdomaSi Semyvani rekla-

mireba;

� gayidvebisas, uari Tqvas maRali zewoliT manipuli-

rebasa da SecdomaSi Semyvan taqtikaze;

� Tavidan aicilos gayidvebis imgvari stimulireba,

romelic manipulirebasa da TaRliTobas gulis-

xmobs.

distribuciis sferoSi:

� ar isargeblos produqciis xelmisawvdomobis mani-

pulirebiT, misi eqsploataciis mizniT;

� marTos marketinguli arxebi iZulebis gareSe;

� ar moaxdinos gadametebuli zegavlena gadamyidve-

lis arCevanze, marTos saqonelmoZraoba.

faswarmoqmnis sferoSi:

� ar iyos dainteresebuli fasis fiqsirebiT;

� ar daawesos zedmetad gazrdili (mtacebluri) fase-

bi;

� nebismieri Sesyidvisas daawesos sruli fasi.

marketinguli kvlevis sferoSi:

� akrZalos gayidvebi an fondebis mozidva kvlevis Ca-

tarebis niRabqveS;

� araswori warmodgenis Seqmnis an Sesaferisi kvlevis

monacemebis gamotovebis Tavidan acilebiT, Seinar-

Cunos kvlevis integrirebuloba;

� Camoayalibos gare mimwodeblebTan da klientebTan

samarTliani urTierTobebi.

409

marketingis specialistebi unda acnobierebdes, rom

organizaciuli urTierTobisas maTma qcevam SesaZloa gav-

lena moaxdinos sxvebis qcevaze. isini ar unda miemxron, mi-

marTon an mxari dauWiron Zaladobas sxvebTan damokidebu-

lebaSi, iqnebian isini TanamSromlebi, mimwodeblebi Tu mom-

xmareblebi:

1) marketingis specialistebma profesiul urTierTo-

baSi, privilegirebul informaciasTan dakavSire-

biT, gamoiCinon konfidencialoba da anonimuroba;

2) kontraqtebsa da ormxriv urTierTobebSi, moaxdi-

non movaleobebsa da pasuxismgeblobebze drouli

reagireba;

3) Tavi aaridon sxvisi saqmis sakuTar Tavze aRebas, ro-

gorc srulad, aseve nawilobriv da am samuSaodan,

misi mflobelis an avtoris Tanxmobis gareSe, pir-

dapiri sargeblis miRebas;

4) Tavidan aicilon manipulaciebi, romelTa saSuale-

biT Tqvens keTildReobas maqsimalurad gazrdiT

sxvebis xarjze.

marketingis amerikuli asociaciis (AMA) nebismieri

wevri, romelic mxilebuli iqneba eTikis normebis nebismieri

formiT darRvevaSi, SesaZloa asociaciis wevrobis SeCere-

bis an gauqmebis safrTxis winaSe aRmoCndes!

axali aTaswleuli marketingis menejerebs bevr SesaZ-

leblobasa da gamowvevas sTavazobs. mecnierul-teqnologi-

uri progresi, dawyebuli telekomunikaciebiT, sainforma-

cio teqnologiebiTa Tu internetiT da damTavrebuli jan-

mrTelobiTa Tu garTobiT, sTavazobs menejerebs did marke-

tingul SesaZleblobebs. miuxedavad amisa, Zalebi socioeko-

nomikaSi, kulturul da bunebriv garemoSi zrdis SezRud-

vebs, romelTa gaTvaliswinebac gardauvalia marketingisaT-

vis. firmebi, romelTac SeuZliaT myidvelisaTvis axali fa-

seulobis Seqmna socialuri pasuxismgeblobis gziT, daip-

yroben msoflio bazars.

410

ganmartebiTi leqsikoni

(glosariumi)

a

agenti — iuridiuli an fizikuri piri, romelic afor-

mebs yidva-gayidvis garigebebs sxva pris (principalis) inte-

resebisaTvis. igi ar flobs sakuTrebis uflebas gasayid sa-

qonelze da Rebulobs sakomisio gasamrjelos mis mier orga-

nizebuli garigebebisaTvis. ganasxvaveben warmoebis, gasaRe-

bis, Sesyidvebis agentebs. marketingSi agenti ganixileba ro-

gorc marketinguli (saqonelmoZraobis) arxis SesaZlo rgo-

li.

adamianiseuli resursebi — individebi, romlebic

floben aucilebel profesiul Cvevebs, motivaciur da per-

sonalur maxasiaTeblebs, rac sakmarisia imisaTvis, rom Cai-

ricxon firmis (sawarmos) StatSi. adamianiseuli resursebi

konkurentul upiratesobaTa miRwevis didmniSvnelovani

wyaroa, sawarmos muSaobis efeqtianobis amaRlebis rezervia.

amitom mniSvnelovani sakiTxia marketingis samsaxuris mene-

jerebisa da specialistebis (marketerebis) sworad SerCeva.

gansakuTrebul, specifikur Tvisebebs Soris, romlebsac un-

da flobdnen isini, gamoyofen Semdegs: 1. codnaTa sistemu-

roba, didi erudicia da gonebis are. marketeri unda flob-

des codnas mecnierul-teqnikuri progresis ukanasknel

miRwevaTa sferoSic, warmoebis sferoSic da a. S.; 2. komuni-

kabeluroba. marketerma unda gamonaxos saerTo ena sxvadas-

xva msoflmxedvelobis, Cvevebis, xasiaTis, sxvadasxva regio-

nebsa da qveynebSi mcxovreb, sxvadasxva sferoSi dasaqmebul

adamianebTan; 3. siaxlisaken swrafva, dinamizmis maRali xa-

risxi. dro marketingSi gadamwyveti faqtoria. amasTan da-

kavSirebiT zogjer iyeneben termins — `turbomarketingi~,

rac asaxavs misTvis damaxasiaTebel procesebis siswrafes.

anketa — gamokiTxvis furceli raime cnobebis, mona-

cemebis (informaciis) misaRebad. anketis gamoyenebamde au-

cilebelia misi gulmodgined damuSaveba, aprobireba da ga-

movlenil naklovanebaTa aRmofxvra. anketis Sedgenisas sa-

Wiroa jerovani yuradReba mieqces sakiTxebis Sinaarss, maTi

gadmocemis formas, terminologiur mxares. anketa ar unda

Seicavdes iseT sakiTxebs, romlebzec ar moisurveben an

411

rTulia pasuxis gacema. anketis forma gavlenas axdens SesaZ-

lo pasuxebis Sinaarsze. sakiTxebis formulirebisas auci-

lebelia martivi, pirdapiri da erTmniSvnelovani termine-

bis gamoyeneba. pirveli SekiTxva unda iyos saintereso da

Zneli sakiTxebi unda daisvas bolos, amasTan sakiTxebis das-

ma saWiroa garkveuli logikuri TanmimdevrobiT.

antimonopoliuri kanonmdebloba — samarTleb-

rivi aqtebis kompleqsi sabazro ekonomikis qveynebSi, rac mi-

marTulia konkurentuli garemos Seqmnisa da SenarCunebi-

saTvis; biznesis sxvadasxva sferoebSi monopolizmisa da

arakeTilsindisieri konkurenciis aRkveTa. kanonmdebloba

gansazRvravs SezRudvebs sxvadasxva sameurneo korporacie-

bis organizebisas, principebs bazarze konkurentuli brZo-

lis warmoebisa da xelSekrulebebis dasadebad, agreTve sa-

xelmwifo organoebis uflebamosilebas Sesabamisi kanonebis

dacvaze.

bevr qveyanaSi dadgenilia saqonlis (momsaxurebis)

konkretuli bazris monopolizaciis dasaSvebi doneebi. Cve-

ulebrivad antimonopoliuri kanonmdebloba krZalavs kor-

poraciebis mier SeTanxmebaTa dadebas bazrebis gayofa-dana-

wilebis DSesaxeb, agreTve fasebis SeTanxmebis Sesaxeb.

axali produqciis damuSaveba — Sromis origina-

luri produqtebis (saqonlis) Seqmna, produqtebis gaumjo-

beseba da maTi modifikacia, produqtebis axali markebis Seq-

mna. es procesi Sedgeba rva etapisagan: ideis generacia, ide-

is SerCeva, axali produqcis koncefciis Seqmna da misi da-

nergva, marketingis strategiis damuSaveba, biznesis anali-

zi, produqtis damuSaveba, sacdeli marketingi da komercia-

lizacia.

b

bazari — marketingSi raime produqtebis (saqonlis,

momsaxurebis) arsebuli da potenciuri gamyidvelebisa da

myidvelebis ekonomikur urTierTobaTa sistema. produqti

da masze daxarjuli Sroma bazarze avlenen TavianT socia-

lur mniSvnelobas, pouloben momxmarebelTa aRiarebas. Ta-

namedrove sazogadoebaSi ar aris aucilebeli bazars hqon-

des fizikuri adgilmdebareoba. saqonlis prezentaciisaT-

vis, misi reklamirebisaTvis, SekveTebis miRebisaTvis far-

412

Tod iyeneben komunikaciebis Tanamedrove saSualebebs myid-

velebTan fizikuri kontaqtebis gareSe (eleqtronuli ko-

mercia).

bazris warmoSobisa da arsebobis safuZvelia Sromis

sazogadoebrivi danawileba, sxvadasxva mesakuTreTa arsebo-

ba, pirvel rigSi momxmarebelTa (myidvelTa) moTxovnis Sesa-

bamisi saqonlisa da momsaxurebis miwodeba, rasac umTavre-

sad uzrunvelyofs warmoebis sfero. amitom ar aris marTe-

buli bazris gaigiveba saqonelmimoqcevis, vaWrobis sferos-

Tan. bazari kvlavwarmoebis mTeli procesis momcveli eko-

nomikur urTierTobaTa sistemaa (ix. bazris koniunqtura).

bazris koniunqtura — ekonomikuri situacia, rome-

lic myardeba bazarze drois gansazRvruli momentisaTvis,

agreTve mizezTa (faqtorTa) erToblioba, romlebic ganapi-

robeben mis mdgomareobas. am cnebaSi konkretulad igulis-

xmeba gansazRvruli Tanafardoba moTxovnasa da miwodebas

Soris rogorc calkeuli saqonlis (sasaqonlo jgufebis),

aseve mTlianad sasaqonlo da fuladi masis mixedviT.

bazris koniunqtura xasiaTdeba: moTxovna-miwodebis

TanafardobiT; bazris tevadobiT; fasebis doniT; inflaci-

is tempebiT; bazris funqcionirebis tendenciebiT; konku-

renciis xarisxiT; marketingis strategiis gamoyenebis do-

niT da sxva maCveneblebiT. bazris koniunqturaze ganmsaz-

Rvrel gavlenas axdenen: erovnuli ekonomikisa da biznesis

ganviTareba; qveynis safinanso, sakredito, sagadasaxado da

sabaJo politika; saxelmwifos sagareo ekonomikuri kavSire-

bis mdgomareoba; qveyanaSi demografiuli situacia. xSirad

bazris koniunqturas aigiveben vaWrobis koniunqturasTan,

rac ar aris marTebuli bazris koniunqtura gacilebiT far-

To cnebaa vaWrobis koniunqturasTan SedarebiT da moicavs

am ukanasknels (ix, vaWrobis koniunqtura, calkeuli saqon-

lis bazari, Warbi moTxovna, Warbi miwodeba).

bazris niSi — bazris patara segmenti, romlis far-

glebSi moqmedebs konkretuli sawarmo da romelic sxva sa-

warmo-konkurentebma an ar SeamCnies, an ar CaTvales Tavis-

Tvis momgebianad. arsebiTad igi aris segmenti segmentSi.

sxvanairad igi aris adgili bazarze, sadac mocemuli sawar-

mo budobs (niSi — laT. — bude).

bazarze saqonlis pozicireba — 1. miznobrivi

segmentis an segmentebis arCeva, romlebzec firmas SeuZlia

413

Tavisi konkurentuli upiratesobebis realizeba. 2. marke-

tinguli saqmianobis mimarTuleba miznobrivi bazrebis arCe-

vis xaziT, rac gulisxmobs marketingis kompleqsis elemen-

tebis da bazris segmentebze produqtebis (saqonlis) pozi-

ciebis analizs konkurentul upiratesobaTa mopovebis xel-

Sewyobis mizniT. sabazro SesaZleblobaTa analizi da gaTva-

liswineba exmareba firmas Seamciros produqtisa da marke-

tingis kompleqsis iseTi maxasiaTeblebi, romlebic konku-

rentebisagan gansxvavebiT daemyareba sabazro miwodeba-di-

ferenciacias (ix. bazris wili, produqtis pozicia).

bazris segmentacia — bazris dayofa segmentebad

(nawilebad) — momxmarebelTa calkeul jgufebad, romlebis-

Tvisac damaxasiaTebelia erTtipuri damokidebuleba saqon-

lis xarisxisa da fasis mimarT. ganasxvaveben geografiul,

demografiul, fsiqografiul da qceviT segmentacias. baz-

ris segmentaciis Sedegad ganisazRvreba momxmarebelTa ti-

pebi (jgufebi).

bazris segmenti — momxmarebelTa erToblioba, ro-

melic xasiaTdeba SeTavazebul saqonelsa da marketingis

kompleqsze erTtipuri reaqciiT.

bazris tevadoba — bazarze saqonlis gayidvebis mo-

culoba naturalur an RirebulebiT gamosaxulebaSi garkve-

uli periodis (mag.: weliwadSi) ganmavlobaSi. saerTaSoriso

marketingSi ama Tu im qveynis bazris tevadobis gansazRvri-

sas erovnuli warmoebis moculobas amcireben an adideben

eqsport-importis saldos mxedvelobaSi miRebiT, agreTve

iTvaliswineben saqonlis gardamaval marags periodis dasaw-

yisisaTvis.

bazris wili — mocemuli firmis (sawarmos) saqonlis

gayidvebis moculobis Sefardeba yvela firmis analogiuri

saqonlis gayidvebis jamobriv moculobasTan, romlebic

moqmedeben mocemul bazarze. igi aris firmis konkurentuli

poziciis Sefasebis mTavari maCvenebeli. am maCvenebels iye-

neben bazarze saqonlis pozicirebis dros.

barteruli garigeba — garigebis saxe, roca saqone-

li da momsaxureba icvleba sxva saqonelsa da momsaxurebaze

fuladi anazRaurebis gareSe.

biznesi — nebismieri saqmianoba (warmoeba, vaWroba,

momsaxureba da a. S.), romelsac moaqvs mogeba. mewarmeoba

biznesis gansakuTrebuli SemTxvevaa, romelsac am ukanaskne-

414

lisagan ganasxvavebs is, rom masSi, rogorc wesi, igulisxmeba

inovaciuri saqmianoba, axali ideis, proeqtis ganxorciele-

ba; saerTod axali saqmis dawyeba-ganxorcieleba mogebis (Se-

mosavlis) miRebis mizniT (ix. mewarmeoba).

biznesmeni — saqmiani adamiani, vinc eweva bizness; me-

sakuTrea.

biznesis analizi — axali produqtis (saqonlis) da-

muSavebis stadia, romlis drosac avlenen misi gayidvebis sa-

varaudo moculobas da am maCveneblis efeqtianobas sawar-

mos miznebTan SesabamisobaSi.

brendingi — es aris gansazRvruli sasaqonlo markis-

Tvis, saqonlisTvis grZelvadiani samomxmareblo upirate-

sobis miniWebis Seqmnis teqnologia (ix. marka).

brokeri — akreditebuli (registrirebuli) Suamava-

li agenti (fizikuri piri) saqonlis, fasiani qaRaldebis, va-

lutis da sxva faseulobaTa myidvelebsa da gamyidvelebs

Soris garigebebis gaformebis dros sasaqonlo da safondo

birJebze, savaluto bazrebze. SuamavlobisaTvis brokeri

Rebulobs gasamrjelos procentis saxiT garigebis Rirebu-

lebidan, romlis sidide ganisazRvreba mxareTa SeTanxmebiT,

an sabirJo komitetis mier dawesebuli nixris mixedviT. bro-

kerebis muSaobis efeqtianobis amaRlebis mizniT iqmneba sab-

rokero kantorebi, firmebi da maTi filialebi, romelTa

meSveobiT ZiriTadad formdeba garigebebi. brokeri marke-

tingSi ganixileba rogorc saqonelmoZraobis erT-erTi

rgoli. inglisuri brokeris sininomia germanuli makleri.

biznes-gegma — sawarmoos (firmis) sameurneo saqmia-

nobis (biznesis) gegma, romelsac ukavia Sualeduri mdgoma-

reoba sawarmoo gegmasa da marketingis wliur gegmas Soris.

biznes-gegma dgeba saqmiani aqtivobis sakmaod farTo mizne-

bisa da strategiebis gansazRvrisaTvis xuT wlamde perio-

dis ganmavlobaSi, am aspeqtiT biznes-gegma hgavs strategi-

ul gegmas, romelic agreTve orientirebulia drois sakma-

od xangrZliv intervalze. aRniSnul gegmebs Soris sxva sa-

erTo niSnebia axali produqciis damuSavebis an SeZenis, axa-

li bazrebis aTvisebis sakiTxebis perspeqtiuli mizanmimar-

Tulebis gansazRvrisaTvis sasurveli finansuri Sedegebis

miRwevis mizniT. biznes-gegma, rogorc marketingis wliuri

gegmac, emyareba Rrma marketingul kvlevebs. magram marke-

tingis gegmisagan gansxvavebiT biznes-gegma ar Seicavs moq-

415

medebaTa programas. masSi mxolod zogadi saxiT gadmocemu-

lia moqmedebaTa ZiriTadi mimarTulebebi. magaliTad, Tu

strategiul gegmaSi CarTulia axali saqonlis damuSaveba,

biznes-gegmaSi mocemulia agreTve misi realizaciis zogadi

RonisZiebebi resursuli uzrunvelyofis dasabuTebiT. mag-

ram aseTi strategiis konstatacias ar axlavs axali saqon-

lis damuSavebis gegma.

biznes-gegmaSi SeiZleba gamoiyos Semdegi ganyofile-

bebi: firmis rekvizitebi; biznesis aRwera sakuTrebis for-

mebis daxasiaTebis CaTvliT; misi arsebuli mdgomareoba da

ganviTarebis perspeqtivebi; firmis marTvis daxasiaTeba me-

nejerTa mokle avtobiografiuli cnobebis CaTvliT; gamo-

saSvebi produqciis daxasiaTeba; ganviTarebis miznebi da

strategia; bazris (bazris segmentebis da maTi tevadobis,

bazris wilis da sxv.) gamokvleva da marketingis strategia;

gasaRebis moculobaTa prognozuli Sefasebebi (xuT wlamde

wlebis mixedviT); fondebi da maTi gamoyeneba (saWiro sava-

luto saxsrebis dawvrilebiTi dasabuTebiT); kreditis dab-

runebis vadebis dasabuTeba. biznes-gegmaSi centraluri ad-

gili ukavia marketingis gegmas.

biznes-gegmis Sedgenas aqtualuri mniSvneloba aqvs

calkeuli proeqtebis ucxoeli investorebis mier dafinan-

sebasTan dakavSirebiT. igi aucilebeli dokumentia proeq-

tebis konkursSi monawile firmebisaTvis (sawarmoebisaTvis)

da bankebisaTvis.

bostonis matrica sabazo wilis — sasaqonlo

asortimentis analizisa da dagegmvis meTodi iseTi maCveneb-

lebis dinamikis safuZvelze rogoricaa bazris tevadoba da

mogeba.

g

gamokvleva — pirveladi informaciis Segroveba in-

dividebis pirdapiri gamokiTxvis gziT maTi myidvelobiTi

qcevis gansazRvrisaTvis. igi SeiZleba iyos struqturizebu-

li da arastruqturizebuli. pirvel SemTxvevaSi yvela gamo-

sakiTxi piri pasuxobs erTsa da igive sakiTxebze, meore Sem-

TxvevaSi inertviueri aZlevs SekiTxvebs misaRebi pasuxebis

mixedviT.

416

garemo marketinguli — faqtorebis (Zalebis, piro-

bebis) erToblioba. romlebic gavlenas axdenen momxmare-

belTa myidvelobiT unarianobasa da moxmarebis struqtura-

ze. ganasxvaveben makro da mikro garemos. makro garemoSi Se-

dis socialur-ekonomikuri, politikuri, samarTlebrivi,

mecnierul-teqnikuri, kulturuli da bunebrivi faqtorebi,

romlebic zemoqmedeben mikro garemoze. mikro garemo iseTi

faqtorebis erTobliobaa, romlebic uSualod zemoqmedeben

firmis sabazro SesaZleblobebze. igi moicavs: TviT firmis

Zalebs, mimwodeblebs, momxmareblebs, konkurentebs, sazo-

gadoebriobas. TviT firmis ZalebSi moazreba misi warmateba,

romelic damokidebulia ara marto marketingis samsaxurze,

aramed menejmentzec.

garigeba — marketingis erT-erTi sakvanZo cneba. igi

afiqsirebs yidva-gayidvis aqts da moicavs SeTanxmebas misi

realizaciis pirobis, vadebis da adgilis Sesaxeb.

gasaRebis stimulireba — waxalisebis RonisZieba-

Ta sistema, romelic mimarTulia saqonlis realizaciis mo-

culobebis gadidebaze. igi moicavs: momxmarebelTa stimu-

lirebas, gayidvebis stimulirebas da sawarmos savaWro per-

sonalis stimulirebas.

gacvla — sasurveli produqtis (saqonlis) vinmesagan

miRebis aqti misTvis sanacvlod raimes miwodebis gziT. gac-

vlis gansaxorcieleblad aucilebelia Semdegi pirobebi:

rogorc minimum ori mxaris arseboba, romelTagan TiToeu-

li unda flobdes raimes, romelic SeiZleba warmoadgendes

faseulobas sxvisTvis; TiToeuli mxaris survili ganxorci-

eldes gacvla meore mxaresTan; garigebis mxareTa Tavisuf-

leba arCevanSi — Sevides gacvlis procesSi Tu ara; mxareTa

TiToeuli maTganisaTvis komunikaciebis ganxorcielebisa

da Tavisi produqtis mitanis (miwodebis) SesaZleblobaTa

arseboba.

d

dakvirveba — pirveladi informaciis Segroveba mom-

xmarebelTa SerCeuli jgufebis qcevis, gansazRvrul situa-

ciebSi maTi moqmedebebis Seswavlis gziT (magaliTad, maRa-

ziaSi myidvelTa qceva).

417

demarketingi — marketingis nairsaxeoba, romelic

gamoiyeneba maRali moTxovnis pirobebSi. Dmarketingis amoca-

naa moTxovnis droebiTi an mudmivi Semcireba zogierTi uar-

yofiTi sabazro movlenis, magaliTad, spekulaciis likvida-

ciis mizniT. misi ZiriTadi instrumentebia fasebis mniSvne-

lovani momateba, sareklamo kampaniis Sewyveta.

dempingi — saqonlis eqsporti Semcirebuli fasebiT,

e. i. saSinao bazris fasebTan SedarebiT; gasaRebis bazrisaT-

vis brZolis erT-erTi saSualeba. am SemTxvevaSi fasi gaci-

lebiT naklebia im saqonlis komerciuli operaciebis dros

Camoyalibebul fasze, romelic gankuTvnilia eqsportior

qveyanaSi moxmarebisaTvis.

dileri — Suamavali (iuridiuli an fizikuri piri) sa-

qonlis, fasiani qaRaldebis, valutis yidva-gayidvis garige-

bebSi. igi moqmedebs sakuTari saxeliT da sakuTar angariSze.

dilerebs SeuZliaT garigebaTa dadeba erTmaneTTan, broke-

rebTan, uSualod klientebTan. dileris Semosavali iqmneba

saqonlis, fasiani qaRaldebis, valutis Sesyidvis da gasayi-

di fasebis sxvaobis xarjze. marketingSi dileri ganixileba

rogorc saqonelmoZraobis SesaZlo rgoli.

distributori — damoukidebeli saSuamavlo forma,

romelic axorcielebs saqonlis gasaRebas sacalo movaWre-

ebze da sawarmoebze mwarmobeli sawarmoebidan misi biTumad

Sesyidvis safuZvelze. urTierTobebi distributorsa da

SemkveTebs Soris regulirdeba saxelSekrulebo wesiT. xel-

SekrulebiT ganisazRvreba sarealizacio saqonlis sabiTu-

mo fasTan daricxvebis sidide. daricxvebi distributoris

Semosavlis wyaroa da am gziT xdeba mimoqcevis xarjebis kom-

pensacia.

e

embargo — mier qveyanaSi saqonlis da sxva faseuloba-

Ta Semotanisa an qveynidan gatanis akrZalva saxelmwifos.

igi warmoadgens kvotis formas.

erToblivi miwodeba — qveyanaSi warmoebuli saqon-

lisa da momsaxurebis jamuri Rirebuleba.

erToblivi moTxovna — qveynis realuri myidvelo-

biTi unarianobis maCvenebeli — erToblivi danaxarjebi, rom-

lebic Sedis kerZo seqtoris moxmareba, saxelmwifo samomxma-

418

reblo xarjebi, Sejamebuli investiciebi da eqsport-importis

danaxarjebis saldo.

v

valuta — 1) calkeuli qveynis fuladi erTeuli (do-

lari, lari, marka, franki da sxv.); 2) qveynis fuladi niSnebi,

romlebic gamoiyeneba saerTaSoriso angariSsworebaSi. ar-

sebobs Tavisuflad konvertirebadi, SezRudulad konverti-

rebadi da arakonvertirebadi valuta.

vaWrobis koniunqtura — bazris koniunqturis Se-

madgeneli nawili, romelic asaxavs vaWrobis sferos mdgoma-

reobas drois mocemul momentSi. vaWrobis koniunqturis

maCveneblebia: saqonlis brunvis siCqare; savaWro sawarmoTa

uzrunvelyofa sasaqonlo resursebiT; Tanafardoba saqo-

nelze fasebis dinamikasa da moTxovnis dinamikas Soris; mi-

moqcevis sferos materialur-teqnikuri bazis mdgomareoba;

savaWro sawarmoTa Semosavlianoba; komerciuli riskis xa-

risxi; sferoSi dasaqmebulTa ricxovnobis dinamika. vaWro-

bis koniunqturis gaigiveba ar SeiZleba bazris koniunqtu-

rasTan, romelic xasiaTdeba maCvenebelTa gacilebiT faq-

rTo sistemiT (ix. bazris koniunqtura).

z

zarali — marketingSi produqciis gamoSveba, rome-

lic ver poulobs gasaRebas momxmarebelTa moTxovnasTan

Seusabamobis gamo asortimentisa da xarisxis mixedviT. gari-

gebiT (xelSekrulebiT) gaTvaliswinebuli valdebulebiT

gamowveul zarals, rogorc wesi, anazRaurebs valdebule-

bis damrRvevi mxare.

zednadebi xarjebi — sawarmos menejmentis da same-

urneo momsaxurebis danaxarjebi (administraciuli persona-

lis Senaxvis, Senoba-nagebobebisa da sxv.) emateba saqonlis

warmoebis xarjebs da masTan erTad Sedis TviTRirebuleba-

Si.

T

Tavisufali ekonomikuri zona — qveynis regioni

(qalaqi, raioni), romelsac aqvs ucxoeTTan (umTavresad me-

zobel qveyanasTan an qveynebTan) damoukidebeli ekonomiku-

ri urTierTobis uflebamosileba. aseT pirobebSi iqmneba

419

xelsayreli sagareo ekonomikuri urTierTobebi nedleu-

lis, saqonlis, mowyobilobis, teqnologiebis import-eq-

sportisaTvis.

TviTRirebuleba — produqciis warmoebasa da rea-

lizaciaze sawarmos mier gaweuli danaxarjebis fuladi ga-

moxatuleba. TviTRirebulebaSi Sedis nedleulis, saTbobis,

eleqtroenergiis Rirebuleba, ZiriTadi fondebis amorti-

zacia, xelfasis, warmoebis organizaciisa da marTvis (menej-

mentis) xarjebi.

i

imiji — saxe, reputacia; farTo publikis, momxmareb-

lebisa da klientebis Sexeduleba firmis (sawarmos) presti-

Jis, misi saqonlisa da momsaxurebis Sesaxeb. kargi imijis Seq-

mna erT-erTi sakvanZo rgolia bazarze firmis saqonlis win

wawevis, konkurenciul brZolaSi upiratesobaTa miRwevi-

saTvis. gamoyofen organizaciis (firmis) imijs, markis imijs

(brends), saqonlis imijs.

importi — saqonlis, teqnologiebis da kapitalis Se-

motana qveyanaSi importiori qveynis saSinao bazarze sarea-

lizaciod. importis moculoba, struqtura da asortimenti

dakavSirebulia mocemuli qveynis ekonomikis masStabebTan,

misi sxvadasxva resursebiT uzrunvelyofasTan, ekonomiku-

ri da mecnierul-teqnikuri ganviTarebis donesTan.

investireba — saxsrebis dabandeba gansazRvrul sa-

warmoSi, saqmeSi mogebis (Semosavlis) miRebis mizniT.

k

kvota — gansazRvruli kategoriis saqonlis raode-

nobrivi zRvari, romelic nebadarTulia eqsportis an im-

portisaTvis. misi dawesebis mizania valutis gacvliTi kur-

sis SenarCuneba, erovnuli bazris (biznesis) dacva da dasaq-

mebis uzrunvelyofa.

klienti — mocemuli firmis (sawarmos) produqciis an

momsaxurebis myidveli. klienti SeiZleba iyos rogorc ker-

Zo piri, ise firma, romelic iZens saqonels (momsaxurebas),

magram ar aris aucilebeli iyos misi momxmarebeli.

komercializacia — mogebis miRebis miznisadmi saq-

mianobis daqvemdebareba.

420

komerciuli dagegmva warmoebaSi — marketingis

procedura, romelic moicavs produqciis SerCevas warmoe-

bisaTvis, misi komerciuli SesaZleblobebisa da samomxma-

reblo Tvisebebis Sefasebas, warmoebis moculobis, vadebis

da adgilis gansazRvras. warmoebis komerciuli dagegmva sa-

qonlis asortimentis moTxovnilebebTan SesabamisobaSi moy-

vanis procesia. igi gulisxmobs iseTi saqonlis arCevas, Se-

fasebas da rekomendacias warmoebisaTvis, romelic myid-

velTa moTxovnis dakmayofilebis gziT uzrunvelyofs sa-

warmos mier mogebis miRebas. saqonlis warmoebis dagegmva

unda emyarebodes bazris kompleqsur Seswavlas da sawarmos

organizaciul, teqnikur, teqnologiur da resursul uz-

runvelyofas. warmoebis komerciul dagegmvas gansakuTre-

buli mniSvneloba aqvs produqciis axali saxeebis gamoSvebis

dros.

komerciuli saidumloeba — sawarmoo, teqnologi-

uri, savaWro, safinanso da sxva sameurneo operaciebis da

maT Sesaxeb dokumentaciebis gasaidumloebaze sawarmos

(firmis) ufleba, romelic kanoniTaa daculi.

komerciuli saqmianoba — obieqtis rentabeluri

funqcionirebis uzrunvelyofis mizanmimarTuli RonisZie-

bebis, procedurebis da samuSaoTa saxeebis sistema sabazro

urTierTobaTa pirobebSi. komerciuli saqmianoba yovel-

Tvis orientirebulia mogebis (Semosavlebis) miRebaze. ami-

tom aseTi saqmianobisaTvis mniSvnelovania moqmedebis an

procedurebis ara xasaiTi, aramed is Sedegi, romelic iyo

daprogramebuli an miRebuli maTi daxmarebiT. komerciul

saqmianobas gaaCnia specifikuri Taviseburebebi da amocane-

bi ekonomikis sxvadasxva sferoebsa da rgolebSi. magaliTad,

vaWrobaSi igi warmoadgens mogebis miRebis mizniT saqonlis

realizaciis uzrunvelyofis samuSaoTa procedurebisa da

saxeebis erTobliobas, romlebic Seesabamebian mosaxleobis

(momxmarebelTa) moTxovnas. viwro gagebiT komercias aigive-

ben vaWrobasTan, farTo gagebiT ki igi ganixileba rogorc

mogebaze gamiznuli saqmianoba, e. i. biznesi. amitom, `biznes-

meni~ da `komersanti~ gamoiyeneba rogorc sinonimebi.

komivoiaJori — firmis (sawarmos) mimomsvleli agen-

ti, romelic sTavazobs saqonels myidvelebs nimuSebis, ka-

talogebis da sxv. saSualebiT. misi muSaobis mTavari formaa

piradi kontaqtebi potenciur momxmareblebTan, klienteb-

421

Tan. igi moqmedebs firmasTan vadiani an uvado SromiTi Se-

TanxmebiT, romlis warmomadgenelic aris. komivoiaJori

agentebisa da dilerebisagan gansxvavebiT ar SeiZleba iyos

iuridiuli piri da, rogorc wesi, ar aris uflebamosili da-

dos garigebebi. Tavis muSaobisaTvis igi Rebulobs an myar

xelfass, an gasamrjelos organizebuli SekveTebis jamis

procentis saxiT.

konkurentunarianoba — saqonlis daxasiaTeba, ro-

melic asaxavs mis gansxvavebas konkurentis saqonlisagan

konkretuli moTxovnis SesabamisobiT xarisxis da mis dakma-

yofilebaze danaxarjebis mixedviT.

konkurentunarianobis menejmenti — niSnavs misi

Semadgeneli elementebis: xarisxisa da servisis (moxmarebis

fasis mimarT) optimaluri Tanafardobis uzrunvelyofas.

konkurencia — 1) metoqeoba firmebs Soris saqonlis

warmoebisa da realizaciis xelsayreli pirobebisaTvis; 2)

sabazro situacia, roca bazarze aris mravali mwarmoebeli

(gamyidveli) da mravali momxmarebeli (myidvelebi).

konkurentebis analizi — mTavari konkurentebis

identifikacia, maTi miznebisa da strategiebis, Zlieri da

susti mxareebis, bazarze qcevis stereotipebis Sefaseba da

amis safuZvelze firmis konkurentuli strategiebis damu-

Saveba.

konkurentuli upiratesoba — bazarze ufro myari

poziciebis mopoveba konkurentebis poziciebTan SedarebiT,

rac miRweulia momxmareblebze ufro iafi saqonlis reali-

zaciis an kargi xarisxis nawarmis miwodebiT. akrZalulia

konkurentuli upiratesoba arakeTilsindisieri konkuren-

ciis xarjze. bevr qveyanaSi antimonopoliuri kanonmdeblo-

bis farglebSi miRebulia kanonebi, romlebic xels uSlian

konkurenciis Sekvecas.

konsignacia — saqonlis gayidvis pirobebi Suamavle-

bis sawyobebis meSveobiT, roca Suamavlis sawyobSi Semosul

saqonelze sakuTrebis ufleba rCeba gamyidvels mis myid-

velze gayidvis momentamde. saqonlis Senaxva sawyobSi da mi-

si momzadeba gasayidad xorcieldeba gamyidvelis xarjze.

konsiumerizmi — moqalaqeTa da saxelmwifo dawese-

bulebaTa organizebuli moZraoba, romelic mimarTulia

momxmarebelTa uflebis gafarToebasa da saqonlis mwarmo-

eblebsa da gamyidvelebze zemoqmedebis gaZlierebaze. moZ-

422

raobis monawileni aRweven imas, rom TiToeul momxmarebels

hqondes ufleba saqonlis samomxmareblo Tvisebebis Sesaxeb

miiRos amomwuravi informacia; ufleba daicvas Tavi saeWvo

saqonlisa da saeWvo marketinguli RonisZiebebisagan; ufle-

ba moaxdinos gavlena saqonelsa da marketingul RonisZie-

bebze `cxovrebis xarisxis~ amaRlebaSi maTi wvlilis gaz-

rdis mizniT.

aSS-Si konsiumerizmi gaxda mniSvnelovani Zala, roca

1962 wels prezidentma j. kenedim specialuri weriliT gamo-

acxada momxmarebelTa uflebebis deklaracia moxmarebis

usafrTxoebaze, saqonlis maxasiaTeblebis infromaciaze,

saqonlis arCevaze. 1985 wels gaeros generalurma asambleam

daamtkica `saxelmZRvanelo principebi momxmarebelTa inte-

resebis dacvisaTvis~. bevr qveyanaSi 15 marti aRiniSneba ro-

gorc momxmarebelTa uflebebis dacvis msoflio dRe.

kontraqti — ori an mravalmxrivi SeTanxmeba, romel-

Sic aRniSnulia mis monawileTa uflebebi da movaleobebi.

kontraqtis sagani SeiZleba iyos saqoneli, momsaxureba, li-

cenziebi, teqnologiebi da sxv. savaWro kontraqtebi Seica-

ven yidva-gayidvis yvela pirobas fasebis CaTvliT, miwode-

bis da saqonelze sakuTrebis gamyidvelidan myidvelze gada-

cemis pirobebs. kontraqtis sxva saxeebSi xelSekrulebis sa-

gani SeiZleba iyos an saqonliT sargeblobis, an momsaxure-

bis SeTavazebis ufleba. moqmedebis vadis mixedviT kontraq-

ti iyofa erTjerad da garkveuli periodis ganmavlobaSi mi-

wodebis kontraqtebad. anazRaurebis formis mixedviT igi

SeiZleba iyos fuladi da sasaqonlo — barteruli an sakom-

pensacio.

l

licenzia — 1) nebarTva, romelsac Rebuloben saxel-

mwifo organoebidan saqonlis eqsportsa an importze. eq-

sportis da importis licenzia gaicema im SemTxvevaSi, roca

ama Tu im saqonliT (an ama Tu im qveyanasTan) sagareo vaWroba

eqvemdebareba saxelmwifo kontrols. Tu Semotana-gatani-

saTvis saWiroa specialuri nebarTva — licenzia, maSin aseT

kontrols uwodeben licenzirebas; 2) nebarTva, romelic ga-

icema patentis mflobelis mier sxva iuridiul an fizikur

pirze gamogonebis komerciul gamoyenebaze, romelic dacu-

423

lia patentiT. sakuTrebis ufleba rCeba patentmflobels.

licenziis obieqti SeiZleba iyos gamogonebis, gamocdile-

bis, mecnierul-teqnikuri codnis da a. S. gamoyenebis ufle-

ba.

licenzireba — saerTasoriso marketingSi sazRvar-

gareTis bazarze gasvlis meTodi, romlis drosac firma —

licenziis mflobeli debs SeTanxmebas sazRvargareTis fir-

masTan — licenziis myidvelTan am ukanasknelis mier warmoe-

bis procesis, savaWro markis, patentis, komerciuli saidum-

loebis an sxva raimes gamoyenebis ufleba, rac warmoadgens

faseulobas romelic gansazRvrulia sazRauriT salicen-

zio gadasaxdeliT.

m

marka — saxelwodeba, termini, niSani, simbolo, naxati

an maTi kombinacia, romelic gankuTvnilia gamyidvelis pro-

duqtis (saqonlis) identificirebisa da misi konkurentebis

saqonlisagan diferencirebisaTvis. marka,m SeiZleba moic-

vas samarko saxeli, samarko niSani da sasaqonlo niSani imis-

da mixedviT rogori markebiT iyideba saqoneli. arsebobs

ori saxis marka: mwarmoeblis marka (zogjer agreTve ewodeba

erovnuli marka) da kerZo marka. xSirad momxmareblebi pro-

duqtis (saqonlis) Sesaxeb TavianTi Sexedulebis safuZvel-

ze ayalibeben mocemuli firmis produqciis markis imijs (ix.

brendi).

marketingi — sawarmos (firmis) warmoeba-gasaRebis

saqmianobis sistema, romelic mimarTulia mogebis misaRebad

samomxmareblo moTxovnis dakmayofilebis safuZvelze misi

Seswavla-prognozirebisa da gacvlis saSualebiT. zogadad

igi aRiarebulia biznesis filosofiad. termin marketings

safuZvlad udevs sityva `market~ — `bazari~ (inglisurad).

amitom marketingis cnebaSi gulisxmoben biznesis filoso-

fias bazris pirobebSi, romelic moiTxovs mis orientacias

momxmarebelTa konkretuli moTxovnis dakmayofilebaze. ar

aris marTebuli, roca marketings ganmartaven rogorc sa-

warmos (firmis) marTvis sistemas, meurneobriobis (marTvis)

filosofias da amgvarad aigiveben menejmentTan. Tanamed-

rove marketingis mTavari principia: ara iyidebodes is, rac

warmoebulia, aramed iwarmoebodes is, rac gaiyideba.

424

marketingi ganixileba agreTve, rogorc meToduri sis-

tema gamosaSvebi produqtis (saqonlis) asortimentisa da

moculobis, fasebis gansazRvris, miznobrivi bazrebamde sa-

qonlis dayvanis da misi gasaRebis stimulirebisaTvis momxma-

rebelTa dasakmayofileblad.

sazogadoebrivi TvalsazrisiT marketingi procesia,

romlis meSveobiT individumebi produqtebis Seqmnisa da ma-

Ti gacvlis gziT Rebuloben imas, rasac saWiroeben. am pro-

cess safuZvlad udevs Semdegi cnebebi: saWiroeba, moTxovni-

leba, moTxovna, produqti, gacvla, garigeba, bazari, mogeba.

marketingis auditi — mTlianad firmis an misi qve-

danayofebis calkeuli sameurneo erTeulebis marketingu-

li saqmianobis miznebis, strategiebis da calkeuli saxeoba-

Ta yovlismomcveli, sistematuri, damoukidebeli da perio-

duli Semowmeba. auditis mizania problemebisa da axali Se-

saZleblobebis gamovlena da firmis marketinguli saqmiano-

bis efeqtianobis amaRlebis rekomendaciebis momzadeba. mar-

ketingis auditi strategiuli kontrolis ganxorcielebis

saSualebaa.

marketingis biujeti — firmis marketingis gegmis

ganyofileba, romelic asaxavs Semosavlebis, xarjebisa da

mogebis saproeqto sidideebs. Semosavlis sidide sabuTdeba

gayidvebis moculobisa da fasebis saprognozo maCveneble-

bis TvalsazrisiT. xarjebi ganisazRvreba rogorc warmoe-

bis, saqonelmoZraobis da marketingis danaxarjebis jami.

marketingis damtkicebuli biujeti warmoadgens safuZvels

nedleulisa da masalebis Sesyidvis, warmoebisa da SromiTi

resursebis, saerTod marketinguli saqmianobis dagegmvi-

saTvis. marketingis xarjebi detalizdeba marketingis kom-

pleqsis calkeuli elementebis mixedviT.

marketingis gegma — firmis marketinguli saqmiano-

bis miznebis, strategiebis, agreTve drois gansazRvrul in-

tervalSi maTi realizaciis RonisZiebaTa erToblioba. mas

agreTve uwodeben marketingis programas. marketingis gegma

muSavdeba firmis TiToeuli sameurneo erTeulisaTvis da

moicavs calkeuli saqonlis da marketingis kompleqsis cal-

keuli elementebis gegmebs. am gegmis Sinaarsis Sesabamisad

muSavdeba samecniero-kvleviTi, warmoebis, servisis da a. S.

gegmebi.

425

ganasxveben marketingis taqtikur, rogorc wesi, wli-

ur da grZelvadian — strategiul gegmebs, romlebic muSav-

deba mTlianad firmis (sawarmos) strategiuli dagegmvis

farglebSi. marketingis gegmis ganyofilebebia: anotacia

xelmZRvanelobisaTvis, mimdinare marketinguli situacia,

saSiSroebebi da SesaZleblobebi, marketingis miznebi, marke-

tingis strategia, moqmedebis programebi, marketingis biu-

jeti da mocemuli gegmis kontroli.

marketingis gegmis realizacia — marketingis

gegmis gardaqmna marketingul RonisZiebebad, romlebic mi-

marTulia marketingis miznebis misaRwevad.

marketingis dagegmva — resursebis gegmiani gamo-

yeneba marketingis miznebis misaRwevad, e. i. saqmianoba marke-

tingis gegmebis dasamuSaveblad.

marketingis, rogorc mTlianad sawarmos saqmianobis

dagegmvisas SeiZleba gamoyenebul iqnes sami midgoma: dageg-

mva `zemodan qveviT~, dagegmva `qvevidan zeviT~ da dagegmva

`miznebi qveviT — gegma zeviT~. pirvel SemTxvevaSi sawarmos

xelmZRvaneloba adgens miznebs da amuSavebs gegmebs yvela

qvedanayofisaTvis. meore SemTxvevaSi sawarmos sxvadasxva

qvedanayofebi SeimuSaveben sakuTar miznebsa da gegmebs,

romlebic egzavneba xelmZRvanelobas dasamtkiceblad. mesa-

me SemTxvevaSi xelmZRvaneloba sawarmos SesaZleblobebidan

gamomdinare SeimuSavebs misi saqmianobis miznebs, romelTa

safuZvelze qvedanayofebSi muSavdeba RonisZiebebi, romle-

bic mimarTulia am miznebis misaRwevad. metwilad gamoiyene-

ba mesame midgoma. arian sawarmoebi, romlebic ar adgenen

marketingis gegmebs esenia mcire sawarmoebi (firmebi) rom-

lebic moqmedeben swrafcvalebad pirobebSi.

marketingis kompleqsi — firmis marketinguli saq-

minaobis samarTavi elementebis erToblioba, romelTa mani-

pulirebiT igi cdilobs rac SeiZleba ukeT daakmayofilos

miznobrivi bazrebis (segmentebis) moTxovnilebebi. mas uwo-

deben agreTve `marketing-miqss~. farTod gavrcelebulia

koncefcia `4P~, romlis mixedviT marketingis kompleqsi

Sedgeba oTxi elementisagan (TiToeuli inglisur enaze iwye-

ba asoTi `P~): sasaqonlo politika (`produkt~), fasis poli-

tika (`presi~), gasaRebis politika (`placi~), saqonlis win wa-

wevis politika (`promouSeni~). zogjer amateben mexuTe ele-

ments — sakadro politikas (`personel~). calkeuli elemen-

426

tebis realizaciis koordinirebuli RonisZiebebi marketin-

guli saqmianobis miznebis Sesabamisad CairTveba marketingis

gegmis SedgenilobaSi. ganasxvaveben individualizebul da

standartizebul marketingis kompleqsebs, romlebic um-

Tavresad gamoiyeneba saerTaSoriso marketingSi.

marketingis koncefcia1 — marketingis marTvis fi-

losofia, romlis mixedviT firmis (sawarmos) miznebis miR-

weva damokidebulia momxmarebelTa moTxovnis Seswavlis

siRrmesa da misi ufro efeqtian dakmayofilebaze konkuren-

tebTan SedarebiT. gamoyofen ramdenime koncefcias, romel-

Ta TiToeuli maTgani Seesabameba ekonomikuri ganviTarebisa

da bazris mdgomareobis gansazRvrul etaps: warmoebis gan-

viTarebis koncefcia, saqonlis srulyofis koncefcia, ko-

merciuli Zalisxmevis intensifikaciis koncefcia, sakuTriv

marketingis koncefcia da socialur-eTikuri marketingis

koncefcia. zogjer gamoyofen agreTve marketingis kadreb-

Tan muSaobis koncefcias.

marketinguli kvleva — 1) bazris, e. i. momxmareble-

bis, konkurentebis, koniunqturis, agreTve firmis Siga (mik-

ro) garemos, e. i. misi sabazro SesaZleblobebis kompleqsuri

gamokvleva; 2) monacemebis Segroveba, sistematizacia da ana-

lizi marketinguli saqmianobis sxvadasxva aspeqtebis mixed-

viT. aseTi kvleva funqciaa, romelic informaciis meSveobiT

marketingis samsaxurs (specialistebs) akavSirebs bazreb-

Tan, momxmareblebTan, konkurentebTan, marketingis gare ga-

remos yvela elementTan. informacia gamoiyeneba marketin-

gis SesaZleblobebisa da problemebis identifikaciisa da

gansazRvrisaTvis, kerZod, bazris koniunqturis gamokvle-

vis, marketingis strategiebis arCevisa da SefasebisaTvis,

marketinguli saqmianobis maCvenebelTa monitoringisaTvis.

marketinguli kvlevis procesi moicavs oTx etaps: kvlevis

problemebisa da miznebis gansazRvra; kvlevaTa gegmis damu-

Saveba; kvlevaTa gegmis realizacia; miRebuli Sedegebis in-

terpretacia da maTi dayvana xelmZRvanelobamde.

edinburgis universitetis (didi britaneTi) marketin-

gis profesoris j. hemiltonis azriT, marketinguli kvleva

niSnavs momxmareblisaTvis yuris dagdebas, misi azrisaTvis

yuradRebis miqcevas (kerZod ra undaT adamianebs da ra-

1 SexedulebaTa sistema.

427

tom?), vinaidan sabolood yvelafers gansazRvravs momxma-

rebeli. marketingis kontroli — marketingis strategiebi-

sa da gegmebis realizaciis Sedegebis efeqtianobis gazomvi-

sa da Sefasebis procesi, agreTve koreqtirebis moqmedebaTa

ganxorcieleba, rac uzrunvelyofs marketinguli miznebis

miRwevas. arsebobs aseTi kontrolis sami saxeoba: wliuri

gegmebis kontroli, mogebianobis (rentabelobis) kontroli

da strategiuli kontroli. miuxedavad amisa, marketingis

kontroli emyareba efeqtianobis sxvadasxva maCveneblebis

gamoyenebas.

marketingis marTva — firmis miznebis gaTvaliswi-

nebiT marketinguli saqmianobis analizi, dagegmva, realiza-

cia da kontroli miznobriv momxmarebelTa moTxovnilebe-

bis gamovlenisa da dakmayofilebisaTvis. marketingis mar-

Tvisas Tanmimdevrulad xorcieldeba: marketinguli anali-

zi, marketingis dagegmva, marketingis gegmis realizacia da

marketingis kontroli. marketingis marTvis saqmianoba fir-

mis marketingis samsaxurebis amocanebTan mimarTebaSi kon-

kretdeba marketingis marTvis procesSi. marketingis marTva

emyareba informaciis farTod gamoyenebas momxmareblebis,

konkurentebis, Suamavlebis, sabazro saqmianobis sxva subi-

eqtebis Sesaxeb. aseT informacias agroveben, aanalizeben da

Semdeg nawildeba igi marketinguli sainformacio sistemis

farglebSi.

marketingis marTvis procesi — marketingis mar-

Tvis amocanebisa da meTodebis Sinaarsis konkretizacia, ag-

reTve firmis marketingis qvedanayofebis (samsaxurebis)

moqmedebaTa Tanmimdevrobis gansazRvra dasaxuli miznebis

misaRwevad. Tanmimdevruli moqmedebebia: sabazro SesaZleb-

lobaTa analizi, miznobrivi bazrebis arCeva, marketingis

kompleqsis damuSaveba da marketingul moqmedebaTa marTva,

romelic moicavs marketingis gegmebs, maT realizaciasa da

kontrols (ix. marketingis organizacia).

marketingis miznebi — maCveneblebi da Tvisebrivi

maxasiaTeblebi, romlebic gansazRvraven sawarmos marketin-

guli saqmianobis Sinaarss drois konkretul intervalisaT-

vis. igi gadmocemulia marketingis gegmis Sesabamis ganyofi-

lebaSi da Seexeba iseT maCveneblebs, rogoricaa: mogeba, ga-

yidvebis moculoba da bazris wili.

428

marketingis monacemTa baza — arsebul da poten-

ciur momxmareblebze monacemTa organizebuli erToblio-

ba, romelSic isini klasificirdeba sxvadasxva niSnebis (sqe-

si, asaki, socialuri mdgomareoba, saqmianobis saxeoba da a.

S.) mixedviT, agreTve informacia myidvelTa qcevis Sesaxeb

warsulSi, SesaZlo Sesyidvebze momavalSi. monacemTa aseTi

baza xels uwyobs gayidvis efeqtianobis amaRlebas da mom-

xmareblebTan kavSiris ganmticebas.

marketingis organizacia — firmis marketinguli

saqmianobis organizaciuli sakiTxebis gadawyvetis procesi.

organizacia moicavs marketingis marTvis organizaciuli

struqturis agebas (srulyofas); specialistebis SerCevasa

da swavlebas, agreTve maTi kvalifikaciis amaRlebas, marke-

tingis samsaxurebis TanamSromlebs Soris amocanebis, uf-

lebebis da pasuxismgeblobis ganawilebas; am samsaxurebis

TanamSromelTa efeqtiani muSaobisaTvis pirobebis Seqmnas;

firmis sxva samsaxurebTan efeqtian kavSirurTierTobebis

damyarebas. marketingis organizaciis erT-erTi funqciaa

Sesabamis TanamSromelTa uzrunvelyofa yvela aucilebe-

liT, rac saWiroa marketingis gegmis Sedgena-SesrulebisaT-

vis. marketinguli samsaxurebis mTavari amocanaa marketin-

gul kvlevaTa Catareba, marketingis gegmebis damuSaveba da

maTi realizacia, firmis mTeli saqmianobis orientacia mar-

ketingis principebis gamoyenebaze, yvela qvedanayofis muSa-

obis koordinacia. am amocanebis Sesasruleblad gamoiyeneba

Semdegi organizaciuli struqturebi: funqciuri, geogra-

fiuli (regionuli), sasaqonlo (saproduqto, sabazro da

kombinirebuli) organizaciebi.

marketingis principebi — is fuZemdebluri wesebi,

romlebsac unda daemyaros marketinguli saqmianoba sxva-

dasxva sawarmoSi (firmaSi). marketingis principebidan Ziri-

Tadia Semdegi: saqmianobis orientacia konkretuli momxma-

reblis moTxovnaze, mTeli saqmianobisadmi sistemuri mid-

goma, orientacia axali saqonlis Seqmnasa da gamoyenebaze,

sasaqonlo bazrebis Seswavlis procesisadmi diferenciuli

midgoma, mogebis miReba, sawarmos imijis formireba da Sem-

dgomi ganmtkiceba.

marketingis strategia — marketingul RonisZieba-

Ta erToblioba, romelTa saSualebiT, firma gegmavs per-

429

speqtivaSi miaRwios gayidvebis moculobisa da mogebis dasa-

xul sidideebs.

marketingis funqciebi — marektinguli saqmiano-

bis ZiriTadi mimarTulebebi, romlebic mxolod marketingi-

saTvisaa damaxasiaTebeli da gamoxataven mis arss. marketin-

gis funqciebSi Sedis: bazris kompleqsuri gamokvleva, sasa-

qonlo asortimentis gansazRvra, sabazro strategiis Camo-

yalibeba da faswarmoqmna, moTxovnis formireba da saqonlis

gasaRebis stimulireba.

marketinguli analizi — sawarmos (firmis) bazre-

bisa da marketinguli garemos gamokvleva misi saqmianobis

problemebis, perspeqtivebis gamovlenis mizniT. aseTi ana-

lizi marketingis gegmebis SemuSavebis, agreTve maTi reali-

zaciisa da kontrolis aucilebeli pirobaa. marketinguli

analizisaTvis aucilebeli informacia Seikribeba marketin-

gul kvlevaTa procesSi.

marketinguli arxi — struqturebis erToblioba,

romlebic monawileoben warmoebidan momxmareblamde saqon-

lis win wawevis procesSi. mas agreTve uwodeben gayidvebis

(saqonelmoZraobis) arxs (ix. marketinguli Suamavlebi).

marketingul komunikaciaTa sistema — sainfor-

macio kavSirebis erTobliobis sistemuri kombinirebuli ga-

moyeneba, firmis misiis arCevidan reklamamde, sazogadoebas-

Tan urTierTobis, pirdapiri marketingis, gayidvebis xel-

Sewyobis RonisZieba da sxva.

marketingul momsaxurebaTa saagento — marke-

tinguli kvleviTi firmebi, sareklamo saagentoebi, marke-

tinguli sakonsultacio firmebi, romlebic exmarebian sa-

warmoebs (firmebs) SearCion (amoarCion) miznobrivi bazrebi.

kerZod, marketinguli sakonsultacio firmebi momsaxure-

bas uweven bazris gamokvlevasa da prognozirebaSi, marke-

tingis garemos SefasebaSi, marketingis gegmis SedgenaSi da

sxv. sawarmoTa marketingis menejerebma periodulad unda

Seafason aseTi saagentoebis muSaobis efeqtianoba da auci-

leblobis SemTxvevaSi Secvalon isini.

marketinguli sainformacio sistema — persona-

lis, mowyobilobisa da procedurebis erToblioba, rome-

lic gankuTvnilia dawesebul droSi amomwuravi informaci-

is Segrovebis, damuSavebis, analizis da gavrcelebisaTvis

marketingul gadawyvetilebaTa mosamzadeblad da misaRe-

430

bad. informacia SeiZleba miRebul iqnes Sinagani da garegani

wyaroebidan marketinguli dazvervisa da marketingul

kvlevaTa Sedegad. pirveli meorisagan gansxvavebiT emyareba

konfidencialur an naxevradkonfindencialur informaciis

mopovebas.

marketingis samsaxuri — umniSvnelovanesi funqci-

uri rgoli sawarmos (firmis) menejmentis sistemaSi. marke-

tingis samsaxuris SemadgenlobaSi Sedian muSakebi, romle-

bic swavloben momxmarebelTa (bazris) moTxovnas, gansaz-

Rvraven sasaqonlo asortiments, axorcieleben fasebis po-

litikas, saqonelmoZraobas, vaWrobas, moTxovnis formire-

basa da gasaRebis stimulirebas, reklamas.

marketingis samsaxuri funqcionirebs TiToeuli sawar-

mos TaviseburebaTa gaTvaliswinebiT Sedgenili debulebis sa-

fuZvelze, romelic moicavs samsaxuris konkretul amocanebs,

mis muSakTa uflebebsa da movaleobebs, sawarmos sxva qvedana-

yofebTan urTierTobas da sxv. marketingis samsaxuris saqmia-

noba aucilebeli pirobaa bazarze orientirebuli gadawyveti-

lebebis misaRebad. sawarmos marketinguli samsaxuris saTave-

Si, rogorc wesi, dgas xelmZRvanelobis meore piri — marketin-

gis menejeri, firmis vice-prezidenti marketingis dargSi (ix.

marketeri).

marketinguli saqmianoba — sawarmos (firmis) saq-

mianoba bazarze, romelic fulisxmobs: saqonelsa da momsa-

xurebaze momxmarebelTa moTxovnilebis, moTxovnis mdgoma-

reobisa da dinamikis gulmodgined gaTvaliswinebas; warmoe-

bis SesaZlo Seguebis bazris moTxovnebTan; moTxovnaze, sa-

qonlisa da momsaxurebis bazris formirebaze aqtiur zemoq-

medebas; saqonlisa da momsaxurebis realizaciis pirobisad-

mi kontrols, moTxovnis cvlilebaze moqnil (operatiul)

reagirebas.

marketinguli Suamavlebi — iuridiuli da fiziku-

ri pirebi, romlebic exmarebian mwarmoebel sawarmoebs saqo-

nelmoZraobis organziaciaSi, kerZod, maTi produqtebis

momxmareblebisaTvis miwodebasa da gaydvaSi. ganasxvaveben:

savaWro Suamavlebs; firmebs, romlebic axorcieleben saqo-

nelmoZraobas; marketingul momsaxurebis saagentoebsa da

safinanso Suamavlebs.

marketeri — specialisti, romelic asrulebs an or-

ganizebas ukeTebs marketingis erTi an ramdenime funqciis

431

(marketinguli kvleva, marketingis gegmebis damuSaveba, fas-

warmoqmna, gasaReba da sxv.) Sesrulebas. marketologi ki

muSaobs mecnieruli kvlevis sferoSi.

masobrivi marketingi — marketinguli saqmianobis

saxe, romelic xorcieldeba sawarmos mier erTbaSad yvela

myidvelisaTvis gankuTvnil erTi produqtis (saqonlis) ma-

sobrivi warmoebis dros. amasTan bazris segmentacia da mom-

xmarebelTa tipologia ar xdeba. magaliTad, kompania `koka-

kola~ roca awarmoebda sasmelis erT saxes, igi gamiznuli

iyo yvela bazrisaTvis. aseTi midgoma xels uwyobs saqonlis

gayidvas yvelaze mcire fasiT da yvelaze didi potenciuri

bazris Seqmnas. magram aseTi marketingis ganxorcieleba mo-

iTxovs garkveul marketingul danaxarjebs, ramdenadac sa-

qoneli gankuTvnilia imaTTvisac, vinc ar iyidis mas.

maRazia — sacalo vaWrobis sawarmo. igi aris sxvadas-

xva tipebis da klasificirdeba sxvadasxva niSnebis mixedviT.

momsaxurebis SeTavazebis doniT iyofa: TviTmomsaxurebis,

SezRuduli momsaxurebis da sruli momsaxurebis maRazie-

bad. SemoTavazebuli asortimentis mixedviT gamoyofen spe-

cializebul, kombinirebul (Sereul), morige maRaziebs, uni-

vermaRebs, supermarketebs, hipermarketebs da sxv. fasebis

donis mixedviT maRaziebs yofen daklebuli fasebis da kata-

logebiT movaWre maRaziebad.

meoradi informacia — monacemebi, romlebic Seg-

rovebulia adre marketinguli kvlevebis miznebisagan gan-

sxvavebiT, magaliTad, samTavrobo gamocemebidan, statisti-

kuri krebulebidan, periodulad gamocemebidan, Siga safir-

mo angariSgebebidan. aseTi informacia gamoiyeneba firmis

marketinguli saqmianobis efeqtianobis Sefasebis, misi Se-

saZleblobebis gansazRvrisaTvis. meorad informacias yo-

fen gare informaciad da Siga informaciad (ix. pirveladi

informacia).

menejmenti — sawarmos (firmis) marTvis principebis,

formebis da meTodebis sistema, romelic uzrunvelyofs mi-

si saqmianobis (biznesis) efeqtianobis amaRlebas da mogebis

miRebas. marTvis process axorcielebs menejeri (mmarTve-

li).

mewarme — saqmiani adamiani, romelic warmarTavs ino-

vaciur bizness (axali ideebis, produqciis, momsaxurebis,

432

namuSevrebis Seqmna da momxmareblebisaTvis miwodeba) pira-

di Semosavlis (mogebis) misaRebad.

mewarmeoba — inovaciuri biznesi moqalaqeebisa (par-

tniorTa jgufisa) da maTi gaerTianebisa, romelic xorci-

eldeba piradi riskisa da qonebrivi pasuxismgeblobis sa-

fuZvelze mogebis an piradi Semosavlis miRebis mizniT. igi

marTlzomieri, araerTjeradi (uwyveti) saqmianoba.

miznobrivi auditoria — potenciuri an arsebuli

myidvelebis (momxmareblebis) erToblioba, romlebic Rebu-

loben yidvis gadawyvetilebebs an axdenen maTze gavlenas.

aseT auditoriaSi igulisxmeba individebi, adamianTa jgufe-

bi, sazogadoebriobis sxvadasxva fenebi. miznobrivi audito-

riis gansazRvra komunikaciaTa mowesrigebis erT-erTi eta-

pia saqonelmoZraobis dros. gamoyofen myidvelTa mzadyof-

nis eqvs stadias, romlebsac myidveli Cveulebrivad gaivlis

saqonlis yidvis ganxorcielebis gzaze: informireba (gacno-

ba), codna, keTilganwyobileba, upiratesobis miniWeba, dar-

wmuneba, yidvis ganxorcieleba. saqonelmoZraobis sxvadas-

xva instrumentebis efeqtianoba damokidebulia imaze, Tu

myidvelTa mzadyofnis da saqonlis sasicocxlo ciklis ro-

mel stadiaze gamoiyeneba isini.

miznobrivi bazari — 1) xelmisawvdomi bazris nawi-

li, romelzec sawarmo axdens mis produqtze moTxovnilebis

mqone momxmarebelTa jgufze mTeli Zalisxmevia koncentra-

cias; 2) bazris segmenti, romlisTvisac firmas Seswevs unari

Seqmnas myidvelebisaTvis konkurentebTan SedarebiT ukeTe-

si saqoneli.

miznobrivi bazris arCeva — firmis marketinguli

saqmianobis erT-erTi mimarTuleba — bazrebis gamovlineba,

romlebic misTvis yvelaze mniSvnelovania da sadac mas SeuZ-

lia konkurentebTan SedarebiT imoqmedos ufro efeqtianad.

aseTi bazrebis amorCeva gulisxmobs mimdinare moTxovnis

gansazRvras, moTxovnis prognozirebas, bazris segmentaci-

as, miznobrivi bazris gansazRvras da bazarze saqonlis po-

zicirebas.

miznobrivi bazris gansazRvra — bazris TiToeu-

li segmentis mimzidvelobis Sefaseba da erTi an ramdenime

segmentis arCeva aTvisebisaTvis. sxvadasxva segmentebis Se-

fasebisas gaiTvaliswineba iseTi faqtorebi, rogoricaa seg-

mentis sidide da misi zrdis siswrafe; segmentis struqtu-

433

ruli mimzidveloba; sawarmos (firmis) miznebi da resursebi,

romelic iTvisebs segments. amorCeul miznobriv bazrebze

firmas SeuZlia gamoiyenos marketingis strategiis tipebi

konkretuli situaciebis Sesabamisad.

mimdinare moTxovnis gansazRvra — marketinguli

saqmianobis mimarTuleba miznobrivi bazrebis arCevis xaziT,

romelic moicavs iseTi maCveneblebis gazomvas, rogoricaa

saerTo sabazro moTxovna, gansazRvruli raionis (regionis)

moTxovna, faqtobrivi realizacia bazris wili sxvadasxva

bazrebisaTvis.

mimoqcevis xarjebi — erToblivi danaxarjebi, rom-

lebic dakavSirebulia saqonlis moZraobasTan (win wawevas-

Tan). am xarjebSi igulisxmeba sabiTumo, sacalo da sxva Sua-

mavlebis mimdinare danaxarjebi, romlebic moqmedeben mwar-

moeblebidan myidvelebamde saqonelmoZraobis arxebSi. moi-

cavs satransporto, Senobebis, sasawyobo da sakantoro mow-

yobilobis eqsploataciis, moklevadiani kreditebis pro-

centis, sasawyobo da mmarTveli personalis Sromis anazRau-

rebis da sxv. xarjebs.

mimwodeblebi — iuridiuli da fizikuri pirebi,

romlebic saqonlisa da momsaxurebis warmoebisaTvis auci-

lebel resursebs awvdian mwarmoeblebs da momxmareblebs.

mimwodeblebi marketingis gare garemos erT-erTi faqtoria.

moTxovna — konkretuli moTxovnilebis nawili, ro-

melic ganmtkicebulia myidvelobiTi unarianobiT. marke-

tingis erT-erTi ZiriTadi kategoriaa. arsebobs moTxovnis

klasifikacia sxvadasxva niSnis mixedviT. moTxovna friad

rTuli kategoriaa da mizanSewonilad unda CaiTvalos mxo-

lod iseTi klasifikacia, rodesac xmarebaSi Semotanil

termins eqneba praqtikuli mniSvneloba da SesaZlebelia mi-

si zusti gansazRvra da gazomva, agreTve prognozireba.

moTxovnis prognozireba — momavali moTxovnis

Sefaseba myidvelTa garkveuli qcevis Sesaxeb varaudebis sa-

fuZvelze mocemul pirobebSi. prognozireba moicavs sam

etaps: gare garemos prognozebis damuSaveba, mocemuli dar-

gis ganviTarebis prognozi da sawarmos gasaRebis moculo-

bis prognozi. prognozireba emyareba myidvelTa ganzraxve-

bis gamokvlevas, informaciis miRebas sxvadasxva wyaroebi-

dan, moTxvonis statistikur analizs; normatiul da sxva me-

434

Todebs (ix. marketinguli kvleva, normatiuli meTodi,

prognozireba).

moTxovnileba — saWiroeba, romelmac miiRo speci-

fikuri forma adamianis kulturuli donisa da individua-

lurobis Sesabamisad. moTxovnileba SeiZleba iyos fizio-

logiuri (kvebis produqtebze da sxv.), socialuri, inteleq-

tualuri da a. S. roca individs ver ZaluZs daikmayofilos

raime moTxovnileba, igi an cvlis mas, an amcirebs Tavis moT-

xovnis dones. moTxovnilebis cneba udevs safuZvlad moti-

vaciis bevr Teorias, maT Soris bazarze momxmarebelTa qce-

vis gansazRvras (ix. motivacia, saWiroeba).

momsaxurebis marketingi — marketingis saxe, ro-

melSic produqtis nacvlad gamodis momsaxureba. am marke-

tings iyeneben saxelmwifo arakomerciuli seqtori (saavad-

myofoebi, skolebi, fosta, sazogadoebrivi wesrigis dacva,

samxedro samsaxurebi da a. S.), kerZo arakomerciuli seqto-

ri (konoTeatrebi, fondebi da a. S.) da komerciuli seqtori

(aviakompaniebi, sastumroebi, saremonto firmebi, iuridiu-

li da sakonsultacio firmebi, bankebi da a. S.). momsaxurebis

marketingis saSualebiT sawarmoebi (firmebi) wyveten sam

mTavar marketingul amocanebs: 1) qmnian momsaxurebas konku-

rentebTan SedarebiT ukeTess (diferencireba, siaxle, ufro

xelsayreli fasebi da sxv.); 2) uzrunvelyofen momsaxurebis

jerovan xarisxs; 3) uzrunvelyofen mwarmoeblurobis opti-

malur dones momsaxurebis jerovani xarisxis pirobebSi.

momxmarebeli — nayidi saqonlis saboloo gamomyene-

beli. ar aris savaldebulo igi iyos mwarmoeblis an gamyid-

velis klienti. magaliTad, qals, romelic ojaxisTvis yidu-

lobs kvebis produqtebs, ufro sworia ewodos gansazRvru-

li maRaziis klienti, myidveli da ara momxmarebeli.

motivacia — waqezeba (daintereseba), romelic iwvevs

individumebis aqtiurobas da gansazRvravs mis mimarTule-

bas, mocemul SemTxvevaSi raime saqonlis Sesyidvisas. indivi-

dumi drois nebismier momentSi ganicdis sxvadasxva moTxov-

nilebas. magram am moTxovnilebaTa umravlesoba ar aris im-

denad Zlieri gaxdes mocemul momentSi momxmareblis moqme-

debis motivad. moTxovnileba iqceva motivad mxolod maSin,

roca miaRwevs intensivobis sakmaris dones. marketingSi mom-

xmarebelTa qcevis analizisas xSirad iyeneben maslousa da

freidis motivaciis Teoriebs.

435

moxmarebis maqsimizacia — marketingis erT-erTi

alternatiuli sazogadoebrivi mizani, romlis mixedviT

moxmarebis mniSvnelovani zrda iwvevs warmoebis masStabebis

gadidebas, dasaqmebis donis amaRlebas, da maSasadame, sazo-

gadoebis keTildReobis amaRlebasac.

moxmarebis fasi — yalibdeba bazris fasidan, agreT-

ve danaxarjebidan, romlebic dakavSirebulia saqonlis eq-

sploataciasTan misi gamoyenebis periodSi.

myidvelTa qceva bazarze — saboloo momxmare-

belTa qceva saqonlis SerCevis procesSi moTxovnaze miwo-

debis gadaWarbebis pirobebSi.

myidveli — individi an sawarmos warmomadgeneli, ro-

melic uSualod axorcielebs Sesyidvas da flobs saqonlis,

gamyidvelis arCevis, Sesyidvis pirobebisa da vadebis SeTan-

xmebis uflebebs.

n

normatiuli meTodi — meTodi, romelic emyareba

normebisa da normativebis gamoyenebas. aseTi normebi da

normativebia, magaliTad, kreditis, arendis gadasaxadis

normebi, saqonlis maragis normativi, sxvadasxva saxis ana-

ricxebis ekonomikuri normativi da a. S., romlebic gamoiye-

nebian Sesabamisi maCveneblebis gaangariSebis, analizis, eko-

nomikuri da socialuri ganviTarebis prognozebis damuSave-

bis dros.

gamoyofen sasursaTo da arasasursaTo, maT Soris msu-

buqi mrewvelobis nawarmis racionaluri moxmarebis norme-

bisa da kulturul-sayofacxovrebo da saojaxo daniSnule-

bis saqonliT mosaxleobis racionalurad uzrunvelyofis

normativebis jgufs.

nou-hau — teqnikur, ekonomikur da sxva codnaTa er-

Toblioba, romlebic axasiaTeben warmoebis teqnologias;

produqciis damzadebis saidumloeba, axali meTodebi da

ideebi, gamogonebebi, specialistebis momsaxureba. nou-hau

SeiZleba gaformdes teqnikuri dokumentaciis saxiT, arse-

bobdes sawarmoo gamocdilebis saxiT, rac aucilebelia ama

Tu im saxis produqciis warmoebis (magram daupatentebelis)

organizaciisaTvis, komerciul praqtikaSi iTvleba firmis

sakuTrebad gamogonebaze patentebTan, sasaqonlo niSneb-

436

Tan, saavtoro uflebebTan erTad, xolo maT gamoyenebaze

ufleba yidva-gayidvis sagania.

o

organizaciis kultura — faseulobaTa da Sexedu-

lebaTa sistema, romlebsac iziareben firmis TanamSromlebi

da romelic gamoxatavs mTeli koleqtivis damokidebulebas

firmis (sawarmos) miznebisa da maTi miRwevis meTodebisadmi.

marketingis strategiebis ganxorcielebis SesaZleblobebi

mniSvnelovnad izrdeba, Tu TanamSromlebi sworad aRiqvamen

organizaciis kulturas.

organizaciis marketingi — saqmianoba, romelic

xorcieldeba mocemuli organizaciisaTvis (sawarmosaTvis)

saintereso pirebis, sazogadoebrivi fenebis da sawarmoebis

urTierTobaTa da qcevis Seqmnis, SenarCunebis an Secvlis

mizniT. es saqmianoba mimarTulia organizaciis xelsayreli

imijis Sesaqmnelad. organizaciis marketings tradiciulad

warmarTavs sazogadoebasTan kavSirebis qvedanayofi (samsa-

xuri). sazogadoebrivi azris formireba — es arsebiTad mar-

ketingia, mxolod gadanacvlebuli produqtebis (saqonlis)

donidan mTeli sawarmos doneze. msgavseba marketingsa da

sazogadoebrivi azris formirebis saqmianobas Soris iwvevs

imas, rom zogierT sawarmoebSi isini erTiandebian erTiani

xelmZRvanelobis qveS (ix. calkeuli piris marketingi).

oferta — saqonlis, momsaxurebis, saqmianobis saxee-

bis gansazRvruli asortimentis SeTavazeba. ganasxvaveben:

myar ofertas da rbil ofertas. pirvel SemTxvevaSi zustad

gansazRvrulia saqonlis partiis dasaxeleba da sidide, fa-

sebi, anazRaurebis da miwodebis pirobebi, agreTve momxma-

reblis mier pirobebis miRebis Taobaze cnobebis konkretu-

li vada. meore SemTxvevaSi ucnobia aRniSnuli pirobebi da

sakiTxebi wydeba damatebiTi SeTanxmebebis saSualebiT.

p

paneli — gamosakiTxi pirebis (ojaxebis) SerCeuli er-

Toblioba, romlebic eqvemdebarebian gameorebad gamokvle-

vebs. gamokiTxvis panelur meTods Cveulebriv erTjerad ga-

mokiTxvebTan SedarebiT gaaCnia upiratesobebi: iZleva Se-

saZleblobas Sedardes Semdgomi gamokiTxvebis Sedegebi wi-

437

nasTan da dadgindes Sesaswavli movlenebis ganviTarebis

tendenciebi da kanonzomierebebi; uzrunvelyofs informa-

ciis ufro maRal reprezentatulobas generalur erTobli-

obasTan SedarebiT.

patenti — dokumenti, romelsac gascems saxelmwifo

kerZo pirze (firmaze) da uzrunvelyofs gamogonebis gansa-

kuTrebul gamoyenebaze uflebis aRiarebas dadgenili vadis

ganmavlobaSi. patentis mflobels SeuZlia es ufleba gadas-

ces sxvas gasamrjeloze. es Cveulebrivad xorcieldeba li-

cenziis gayidviT da salicenzio SeTanxmebis gaformebiT.

pirdapiri marketingi — aqtiuri, grZelvadian urTi-

erTobebze orientirebuli saqmianoba Suamavlebis gareSe, ro-

melic mimarTulia momxmarebelTa mozidvasa da maTTan ukukav-

Siris damyarebaze.

pirveladi informacia — monacemebi, romlebic spe-

cialurad miRebulia konkretuli marketinguli problemis

gadasawyvetad. maTi Segroveba xdeba dakvirvebis, gamokvleve-

bis, eqperimentebis da a. S. gziT. aseTi informaciis Segrovebis

mTavari saSualebaa anketa. informacia miiReba gamokiTxvis

gziT (interviu, paneli da sxv.).

prognozireba — bazris ganviTarebis perspeqtive-

bis, umTavresad moTxovnisa da miwodebis Tanafardobis Se-

faseba fasebis dinamikis gamosavlenad.

produqti — yvelaferi, rac SeiZleba miewodos ba-

zarze SeZenisaTvis, gamoyenebisa an moxmarebisaTvis gansaz-

Rvrul moTxovnilebaTa dakmayofilebis mizniT. gamoyenebis

vadis mixedviT gamoyofen mokle da grZelvadiani gamoyene-

bis saqonels, saboloo gamoyenebis TvalsazrisiT — samom-

xmareblo saqonels da sawarmoo daniSnulebis saqonels (ix.

saqoneli).

produqtis pozicia — momxmarebelTa azri produq-

tis umniSvnelovanesi parametrebis mixedviT. aseTi pozicia

axasiaTebs adgils, romelic ukavia konkretul produqts

momxmarebelTa SexedulebebSi konkurentebis produqtTan

SedarebiT. produqtis imijisagan gansxvavebiT, romelic

warmoadgens metwilad emociur daxasiaTebas, produqtis

pozicia yalibdeba, rogorc wesi, raodenobrivad gazomvadi

parametrebis (bazris wili, produqtis maxasiaTeblebi, fasi

da sxv.) safuZvelze (ix. bazarze saqonlis pozicireba).

438

produqciis xarisxi — produqciis unarinaoba Seas-

rulos Tavisi funqciebi. xasiaTdeba iseTi parametrebiT,

rogoricaa xangamZleoba, saimedooba, sizuste, gamoyenebis

simartive da sxv. marketingis poziciidan produqciis xaris-

xi unda gaizomos (ganisazRvros) momxmarebelTa Sefasebe-

biT.

r

reeqsporti — adre importirebuli saqonlis gatana

sazRvargareT raime gadamuSavebis gareSe.

reimporti — samamulo warmoebis saqonlis ukan Semo-

tana sazRvargareTidan sxvadasxva mizezebiT (gausaReblo-

biT, dawuneba da sxv.).

reklama — marketingul komunikaciaTa sistemis erT-

erTi ZiriTadi elementi. gamoyofen Semdeg saxeebs: informa-

ciuli, wamqezebeli da Semxsenebeli reklama. igi saqonlis

gavrcelebis1 erT-erTi mniSvnelovani saSualebaa.

reklamis matareblebi — gavrcelebis saSualebebi:

Jurnal-gazeTebi, radio, televizia da a. S.

remarketingi — marketingis saxe, romlis amocanaa

moTxovnis aRdgena misi Semcirebis SemTxvevaSi adre gamoye-

nebuli marketingis koeficientebis SemoqmedebiTi gaazre-

bis safuZvelze. igi aris moTxovnis gamococxlebis axali

SesaZleblobebis Zieba saqonlisaTvis axali Tvisebebis mini-

Webis, axal bazrebze SeRwevis da a. S. gziT.

riski — SesaZlo zarali an wageba raime saqmianobis

(biznesis) Sedegad.

s

sabaJo tarifi — gadasaxadi, romelsac ixdian saqon-

lis qveyanaSi Semotanisas Semosavlebis gadidebis an saSinao

bazris dacvis mizniT.

sabiTumo savaWro sawarmo — iuridiuli (an SeiZ-

leba iyos fizikuri) piri, romlis ZiriTadi saqmianobaa sabi-

Tumo vaWroba. sacalosagan gansxvavebiT mas umTavresad saq-

1 Cven terminis — `ganawileba~ winaaRmdegi varT imitom, rom nawil-

deboda nedleuli. masalebi, saqoneli da a. S. gegmiani ekonomikis

dros.

439

me aqvs momxmareblebTan, romlebic iZenen saqonels Semdgo-

mi gayidvisaTvis da ara saboloo momxmareblebTan. igi Cveu-

lebrivad moqmedebs did teritoriebze da axorcielebs

ufaso msxvilmasStabian garigebebs, vidre sacalo savaWro

sawarmo (maRazia). gamoyofen sam mTavar jgufs: komerciuli

sabiTumo organizaciebi; brokerebi da agentebi; mwarmoe-

belTa gasaRebis ganyofilebebi da kantorebi.

saerTaSoriso marketingi — marketingi, romelic

gamoiyeneba saerTaSoriso firmebis mier saerTaSoriso biz-

nesis (sawarmoo, mecnierul-teqnikuri, gasaRebiTi da sxva

saqmianobis) ganxorcielebisas sxva qveynebis bazrebis marke-

tinguli kvlevebis safuZvelze. amitom ar aris marTebuli

saerTaSoriso marketingis gaigiveba saqonlis (momsaxure-

bis) realizaciis RonisZiebebTan Tavisi qveynis sazRvrebs

gareT. saerTaSoriso marketingis gegmis damuSavebasa da

marTvas ganapirobebs adgilobriv pirobebTan marketingis

kompleqsis adaptacia da Sesabamisi struqturis Seqmna (sa-

erTaSoriso ganyofileba, Svilobili kompaniebi da sxv.).

saerTaSoriso marketinguli garemo — faqtore-

bis, Zalebis, pirobebis da subieqtebis erToblioba, romle-

bic gansazRvraven firmis SesaZleblobebs ganaxorcielos

marketingi saerTaSoriso bazarze. saerTod igi moicavs sa-

erTaSoriso bizness, ekonomikur, politikur-samarTleb-

riv, kulturul faqtorebs da a. S.

saerTaSoriso firma — firma, romelic moqmedebs

or da met qveyanaSi, axdens ra kvlevebisa da damuSavebebis,

warmoebis, finansebis, marketingis sferoSi miRweul upira-

tesobaTa transformirebas ufro naklebi xarjebiT da uf-

ro maRali reputaciiT, rac miuRwevelia konkurentebisaT-

vis, romlebic moqmedeben mxolod saSinao bazarze. saerTa-

Soriso anu globaluri firma, magaliTad, korporacia,

`fordi~ amzadebs Zaras evropaSi, Sasebs CrdiloeT amerika-

Si, awyobs satvirTo manqanebs braziliaSi da yidis maT aSS-

Si. aseTi firmebi axorcieleben saerTaSoriso marketings,

romelsac zogjer globalur marketings uwodeben.

sazogadoebrioba — marketinguli garemos faqto-

ri, romelic moicavs sxvadasxva organizaciebs, mosaxleobis

sazogadoebriv fenebsa da nebismier jgufebs, romlebsac ga-

aCniaT faqtobrivi an potenciuri interesi firmisadmi, ag-

reTve gavlenas axdenen misi miznebis miRwevaze. esenia: safi-

440

nanso organizaciebi, masobrivi informaciis saSualebebi,

samTavrobo dawesebulebebi, momxmarebelTa sazogadoebebi,

adgilobrivi sazogadoebrivi organizaciebi, TviT firmis

personali, romlebsac didi mniSvneloba aqvT xelsayreli

imijis Seqmnis, kreditebis, Semowirulobebis miRebisaTvis

da sxv. termini `publika~ zogjer iTargmneba rogorc `sa-

kontaqto auditoriebi~.

sazogadoebriobasTan kavSiri — organizaciis

(firmis) Tavis sazogadoebriobasTan urTierTobis marTva

(500-dan erT-erTi ganmarteba).

sakuTreba — qonebis da inteleqtualuri Sromis

produqtebis flobis, gamoyenebis da gankargvis kanoniT da-

culi ufleba.

samomxmareblo faseuloba — momxareblis Sefaseba

saqonlis unaris Sesaxeb daakmayofilos misi moTxovna.

saqoneli — yvelaferi, rac SeiZleba miewodos bazars

yuradRebis misapyrobad, gamosayeneblad, mosaxmarad da ra-

sac SeuZlia daakmayofilos moTxovnileba. saqoneli SeiZle-

ba iyos fizikuri obieqtebi, momsaxureba (sxvadasxva saxis,

idea da a. S., romlebic SeiZleba gaiyidos).

saqonlis sasicocxlo cikli — 1) es aris dro,

romlis ganmavlobaSi saqoneli sargeblobs moTxovniT, xo-

lo mis realizacias (gayidvas) moaqvs mogeba; 2) dro bazarze

saqonlis pirvelad gamoCenis momentidan mocemul bazarze

misi realizaciis Sewyvetamde. igi xasiaTdeba gayidvebis mo-

culobisa da mogebis maCvenebelTa cvlilebiT da Sedgeba

Semdegi stadiebisagan: bazarze danergva, gayidvebis zrda,

simwife da dacema. zogierTi avtori amatebs mexuTe stadias

— bazridan wasvla. es cneba miesadageba iseT movlenebsac,

rogoricaa stili (tansacmlis, avejis da a. S.) da moda. sasi-

cocxlo ciklis sxvadasxva stadiaze gamoiyeneba marketin-

gis gansxvavebuli strategiebi.

saqonlis xarisxi — standartizaciis saerTaSoriso

organizaciis ganmartebiT, es aris Tvisebebis nakrebi, rome-

lic akmayofilebs konkretul moTxovnas.

saqonlis (produqciis) win wawevis kompleqsi —

reklamis, gasaRebis stimulirebis, sazogadoebriobasTan

kavSiris da personaluri gayidvis meTodebis gansazRvruli

Sexameba, romlebsac firma iyenebs Tavisi marketinguli miz-

441

nebis misaRwevad. zogjer mas uwodeben stimulirebis kom-

pleqss.

sawarmoo daniSnulebis produqcia — saqoneli,

romelsac iZenen kerZo pirebi da sawarmoebi Semdgomi gada-

muSavebis, sxva produqtebis damzadebis an biznesSi gamoye-

nebisaTvis. igi klasificirdeba sam jgufad: masalebi da de-

talebi; kapitaluri mowyobiloba da damxmare masalebi; mom-

saxureba.

saWiroeba — moTxovnileba, romelmac miiRo konkre-

tuli forma individis kulturis donisa da midrekilebis

Sesabamisad; marketingis erT-erTi sakvanZo cneba. mas zog-

jer uwodeben konkretizebul moTxovnilebas. magaliTad,

saerTo moTxovnileba saWmelze transformirdeba ufro

kerZo moTxovnilebaSi xilze, romelic Tavis mxriv vlindeba

konkretizebul moTxovnilebaSi — vaSlis yidvis survilSi.

sxvadasxva regionebsa da qveynebSi saerTo moTxovnilebebi

transformirdeba mravalferovan saWiroebebSi, romlebic

ganisazRvreba kulturuli, istoriuli, geografiuli da

sxva faqtorebiT.

servisuli momsaxureba — saqonlis gayidvis Sem-

dgomi (daxmarebis) momsaxureba.

sertifikacia — RonisZiebaTa sistema, romelic

adasturebs produqtis faqtobrivi maxasiaTeblebis Sesabami-

sobas saerTaSoriso standartebis, rekomendaciebis da sxva

dokumentebis moTxovnebTan, romlebic moqmedeben msoflio

bazarze an calkeul qveynebSi.

situaciuri analizi — marketingis dagegmvis pro-

cesis etapi, rodesac xorcieldeba rogorc marketingis ga-

re garemos, ise sawarmos Siga saqmianobis revizia. aseTi ana-

lizis mizania marketinguli problemebisa da im SesaZleb-

lobebis gamovlena, rac moelis sawarmos (firmas) mis moma-

val saqmianobaSi, e. i. moTxovnis prognozi potenciur baz-

rebze. situaciuri analizis msvlelobaSi miRebuli saprogno-

zo SefasebaTa safuZvelze marketingis gegmaSi ganisazRvreba

miznebi da muSavdeba marketingis strategiebi.

socialuri marketingi — marketinguli saqmianobis

saxe, romelic mdgomareobs socialuri programebis (maga-

liTad, masobrivi acrebis kampaniis) damuSavebaSi, realiza-

ciasa da kontrolSi, rac mimarTulia sazogadoebriobis

gansazRvruli fenebis sxvadasxva socialur ideaTa, moZrao-

442

baTa da praqtikul moqmedebaTa aRqmis donis amaRlebaze. ro-

gorc wesi, aseT marketings iyeneben saxelmwifoebrivi da sazo-

gadoebrivi organizaciebi.

t

tarifi — fasis nairsaxeoba rogorc sawarmoo, ise

arasawarmoo xasiaTis sxvadasxva saxis momsaxurebisaTvis,

romelic gaeweva firmas (sawarmos), dawesebulebas da mosax-

leobas. magaliTad, sazRvargareidan saqonlis Semotanis,

mgzavrebis gadayvanis, tvirTis gadazidvis, safosto gzavni-

lebis, dazRvevisaTvis da a. S. (ix. sabaJo tarifi).

tenderi — faseulobaTa momavali vaWrobebis (gayid-

vebis) Sesaxeb informireba (gamocxadeba, oferta), an saten-

dero dokumentaciis kompleqti, an winadadeba gayidvebSi

(vaWrobebSi) monawileobis misaRebad. am dros gayidva xdeba

myidvelisaTvis SeTavazebuli fasiT, romlis gansazRvris

dros amosavalia ara danaxarjebis done saqonelze an masze

moTxovna, aramed konkurentTa (tenderis monawileTa) mier

dawesebuli fasi. iqmneba satendero komiteti saerTaSoriso

vaWrobebis Casatareblad.

transerovnuli korporacia — masStaburi gaerTi-

aneba biznesis sferoSi, romelic kapitalis mixedviT erov-

nulia, xolo saqmianobis arealiT — saerTaSoriso. axorcie-

lebs bizness sxva qveynebSi sakuTari filialebis (ganyofi-

lebebis), Svilobili kompaniebis farTo qselis SeqmniT. mis-

Tvis damaxasiaTebelia Sigasafirmo saqmianobis centrali-

zacia da angariSsworebisaTvis transfertuli fasis gamoye-

neba. aseT korporaciebs agreTve uwodeben saerTaSoriso

firmas (kompanias).

u

unaRdo angariSsworeba — angariSsworeba, rome-

lic xorcieldeba naRdi fulis gareSe mxareebs Soris bankis

meSveobiT gansazRvruli raodenobis fulis gadaricxvis sa-

fuZvelze. gamoiyeneba rogorc qveynis farglebSi, aseve sa-

erTaSoriso ekonomikur urTierTobebSi (biznesSi). am miz-

niT gamoiyeneba sxvadasxva forma: aqcepti, akreditivi, gan-

sakuTrebuli angariSi, sagadasaxado davaleba, Ceki da sxv.

443

univermaRi — msxvili maRazia, romelic ZiriTadad

vaWrobs arasasursaTo (samrewvelo) saqonlis universaluri

asortimentiT; xSir SemTxvevaSi sasursaTo saqonliTac.

univermaRebi pirvelad warmoiSva safrangeTSi XIX saukunis

Sua wlebSi.

universami — msxvili TviTmomsaxurebis maRazia, rome-

lic vaWrobs sasursaTo saqonlis universaluri asortimetiT

da yoveldRiuri moTxovnis arasasursaTo saqonliT. pirveli

universamebi warmoiSva aSS-Si 1930 wels e. w. `supermarketebis~

saxiT.

f

fasebis (safaso) politika — fasebis dadgena da

Secvla bazarze situaciis Sesabamisad bazris gansazRvruli

wilis dauflebis mizniT; konkurentebis moqmedebebTan Se-

gueba.

fasi — fulis raodenoba, romelsac moiTxoven (ixdi-

an) erTeuli saqonlis (momsaxurebisaTvis) SeZenisas. igi mar-

ketingis kompleqsis erT-erTi elementia. amitom faswarmoq-

mna xorcieldeba marketingis kompleqsis sxva elementebTan

urTierTkavSirSi (ix. fuli).

faqtura (angariS-faqtura) — gamyidvelis mier

myidvelze gamowerili saqonlis (momsaxurebis) da misi Ri-

rebulebis faqtobrivi miwodebis damadasturebuli doku-

menti (angariSi).

firma — organizaciuli sameurneo erTeuli biznesSi.

biznesis organizaciul-samarTlebrivi firmebis ganzogade-

buli saxelwodeba. arsebobs firmis sami saxe: erTpirovnuli

mflobeloba (individualuri sawarmo), sazogadoeba (par-

tnioroba) da korporacia.

frenSaizingi — saxelSekrulebo urTierobaTa sis-

tema, romlis safuZvelzec msxvili da avtoritetuli firma

gansakuTrebul statuss aniWebs mcire sawarmos (firmas),

rac gamoxatulebas poulobs saqonlisa da momsaxurebis

warmoebisa da realizaciis dros sakuTari savaWro markis

sargeblobaSi (frenSaizeri yovelmxriv xels uwyobs mcire

firmas, risTvisac Rebulobs garkveul gasamrjelos). ixma-

reba agreTve frenSaizingi, rac arasworia.

444

fuli — sayovelTao ekvivalenti, romelzec xorciel-

deba yvela sxva saqonlis gacvla.

fulis Rirebuleba — saqonlisa da momsaxurebis is

raodenoba, romelic SeiZleba gaicvalos fulis erT erTe-

ulze; fuladi erTeulis myidvelobiTi unari.1

q

qaRaldis fuli — saxelmwifos mier gamoSvebuli

fuladi niSani, e. w. `dekretuli fuli~, romlis garanti Tvi-

Ton saxelmwifoa.

qoneba — 1) ama Tu im piris an pirTa jgufis kuTvnili

materialuri faseulobebis, qonebrivi uflebebis da masze

dakisrebuli qonebrivi movaleobis erToblioba; 2) nivTebi-

sa da materialur faseulobaTa erToblioba — qonebis viwro

gagebiT, magaliTad, yidva-gayidvis dros.

R

Ria ekonomika — erovnuli ekonomika, romelic far-

To masStabiT axorcielebs saqonlis (momsaxurebis) eqspor-

tsa da imports, savaWro-ekonomikur Tu finansur kavSirur-

TierTobebSi. aseTi ekonomikis sapirispiroa avtarkia — kar-

Caketili ekonomika.

RirebulebiTi maCveneblebi — maCveneblebi, ro-

melTa konkretuli Sefaseba xdeba fuladi formiT. Rirebu-

lebiTia, magaliTad, saqonlis gayidvebis (saqonelbrunvis),

Semosavlebis, mimoqcevis xarjebis, mogebis da sxva maCveneb-

lebi.

y

yidva — gayidvis kontraqti — xelSekruleba, romel-

sac deben saqonlis an momsaxurebis miwodebisaTvis (ix. kon-

traqti).

yoveldRiuri moTxovnis saqoneli — xSiri moT-

xovnis saqoneli. saqonlis am jgufs, agreTve uwodeben yo-

veldRiuri moxmarebis saqonels.

1 da ara msyidvelobiTi unari.

445

S

SekveTebis portfeli — SekveTebis erToblioba,

romelsac flobs firma drois garkveuli periodisTvis. Sek-

veTebis portfeli mas aZlevs saSualebas sworad gansaz-

Rvros Tavisi saqmianobis perspeqtiva da adgili miznobriv

bazarze.

Sereuli ekonomika — ekonomikuri sistema, rome-

lic uzrunvelyofs individumebis Tavisuflebis, socialu-

ri dacvis meqanizmis, agreTve mewarmuli (inovaciuri biz-

neskeTebis) unaris gamovlinebis istoriul sinTezs. igi war-

moadgens ara gardamaval, aramed axal, dabalansebul da

myar sistemas, romelic emyareba interesTa Sexamebasa da sa-

zogadoebriv Tanxmobas. aseT ekonomikas agreTve uwodeben

sabazro ekonomikas.

C

Crdilovani ekonomika — 1) kanonsawinaaRmdego

ekonomikuri (sameurneo) saqmianoba (narkobiznesi, kontra-

banda, ukanono savaluto operaciebi, gadasaxadebis gadax-

disagan Tavis arideba da sxv.); 2) arakanonsawinaaRmdego, mag-

ram araregistrirebuli sameurneo saqmianoba (biznesi). ami-

tom mas uwodeben agreTve farul ekonomikasac.

c

calkeuli saqonlis bazari — bazari, sadac yidva-

gayidvis obieqtia romelime konkretuli saqoneli, an sasa-

qonlo jgufi. magaliTad, avejis bazari, tansacmlis bazari

da a. S.

calkeuli piris (personaluri) marketingi —

saqmianoba, romelic xorcieldeba konkretuli pirebis mi-

marT sazogadoebriobis damokidebulebis Seqmnis, SenarCu-

nebis an SecvlisTvis. bevri piri da firma Tavisi popularo-

bis amaRlebisa da biznesis gafarToebis mizniT iyenebs aseT

marketings: politikuri moRvaweebi (prezidentobis kandi-

datebi), msaxiobebi, sportsmenebi, biznesmenebi da a. S. marke-

tingis es saxec saqonlis marketingis analogiuria. iwyeba

bazris SeswavliT, segmentebis da momxmarebelTa Sexedule-

bebis gansazRvriT. Semdeg xdeba damuSaveba, e. i. gansazRvra,

446

ramdenad Seesabameba pirovnebis Rirsebebi misdami wayene-

bul moTxovnebs da ra unda gakeTdes saamisod.

Z

ZiriTadi momxmarebeli — momxmarebeli, romelic

SeZenil saqonelsa da gaweul momsaxurebas sakuTari, arako-

merciuli miznebisaTvis iyenebs.

w

warmatebis sakvanZo faqtorebi — firmis saqmia-

nobis Zlieri mxareebi, romlebic aniWeben mas upiratesobas

konkurentebTan SedarebiT. magaliTad, SedarebiT mcire da-

naxarjebis da, maSasadame, fasebis mixedviT.

warmoebis xarjebi — erToblivi danaxarjebi,, rom-

lebic dakavSirebulia produqciis warmoebasTan. moicavs

materialur danaxarjebs (nedleulis, masalebis, saTbobis,

eleqtroenergiis Rirebuleba), muSa-mosamsaxureebis xel-

fass, danaxarjebs arendaze, amortizaciaze da sxv.

wesdeba — dokumenti, romelic gansazRvravs sawar-

mos (firmis) sameurneo saqmianobis (biznesis) mizans. wesde-

bis damticebis (registraciis) dRidan sawarmo xdeba iuri-

diuli piri.

W

Warbi miwodeba — situacia bazarze, rodesac miwo-

deba aRemateba moTxovnas, rac iwvevs fasis Semcirebas. aseT

situacias myidvelis bazaars uwodeben.

Warbi moTxovna — situacia bazarze, rodesac moT-

xovna aRemateba miwodebas, rac ganapirobebs fasis gazrdas.

aseT situacias gamyidvelis bazars uwodeben.

x

xangrZlivi sargeblobis saqoneli — saqoneli,

romelic gamoiyeneba xangrZlivi drois ganmavlobaSi (ara-

nakleb erT wlisa); igulisxmeba rogorc samomxmareblo, ise

sawarmoo daniSnulebis saqoneli.

447

xelSekruleba — mxareTa SeTanxmeba urTierTvalde-

bulebaTa Sesaxeb. rogorc wesi, igi werilobiTia (ix. kon-

traqti).

j

jarima — fuladi gadasaxdeli, romelsac ixdian fi-

zikuri an iuridiuli pirebi moqmedi kanonmdeblobis, dade-

buli xelSekrulebis an dadgenili wesebis darRvevisaTvis.

jarimis gadaxda ar aTavisuflebs gadamxdels nakisri val-

debulebebis Sesrulebisagan.

joberi — sabiTumo firma, romelic asrulebs saqon-

lis calkeuli didi partiebiT swraf Sesyidva-gayidvis ope-

raciebs.

h

hejireba (hujireba) — fasebis araxelsayreli

cvlilebebisagan riskis dazRvevis forma im kontraqtebisa

da komerciuli operaciebis mixedviT, romlebic iTvaliswi-

neben saqonlis miwodebas (gayidvas) momaval periodSi.

448

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