4მარკეტინგის საფუძვლები -...

7/17/2019 4მარკეტინგის საფუძვლები - მღებრიშვილი თოდუა

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n u g z a

r

T o d u

a

b a b u l i a ( d o d o )

m R e b r i S v i l i

m a r k e t i n g i

s s a f u Z v l e b i

marketingis

safuZvlebi

nugzarTodua

babuliamRebriSvili

gamomcemloba ̀ universali~Tbilisi 2009

https://www.facebook.com/groups/174129469418847/



2

marketingis safuZvlebi erT-erTi savaldebulo saswavlo

disciplinaa ekonomikisa da biznesisTvis specialistebis mosamza-

debel specialobebze. naSromSi logikuri TanmimdevrobiT arisgadmocemuli Tanamedrove marketingis ZiriTadi sakiTxebi. dasaw-

yisSi ganxilulia marketingis ZiriTadi cnebebi da strategiebi,

Semdeg ki marketingis kompleqsis elementebi. momdevno Tavebi eT-

moba internetis rols marketingis ganviTarebaSi, momsaxurebis da

saerTaSoriso marketingis specifikuri Taviseburebebis daxasiaTe-

bas. naSromSi mocemulia, agreTve, testebi marketingis safuZvle-

bis aTvisebis donis TviTSefasebisTvis. mocemuli wignis struqtu-

ra aadvilebs marketingis Seswavlas da ganapirobebs misi rolisada mniSvnelobis gacnobierebas biznesSi.

naSromi warmoadgens leqciebis kurss, romelic gankuTvni-

lia umaRlesi saswavleblebis studentebisTvis. is daxmarebas gau-

wevs marketingis sakiTxebiT dainteresebul pirebsac.

avtorebi:

ekonomikis akademiuri doqtori b. mRebriSvili-Sesavali, Tavebi: 1,

2, 3, 4, 6, 7, 8, 9, 10 11, 15, 16, 18, 19, testebi;

ekonomikis mecnierebaTa doqtori, Tsu-is sruli profesori n. To-

dua-Tavebi: 5, 12, 13, 14, 17.

redaqtori: nugzar Todua

recenzentebi: iuri xuxua

boris lagvilava

© n. Todua, b. mRebriSvili, 2009

gamomcemloba `universali~, 2009

Tbilisi, 0179, i. WavWavaZis gamz. 19, : 22 36 09, 8(99) 17 22 30E –mail: universal internet.ge

ISBN 978-9941-12-?????



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vuZRvniT ivane javaxiSvilis saxelobis

Tbilisis saxelmwifo universitetis

90 wlis iubiles

winasityvaoba

Tanamedrove biznesis warmatebiT ganxorcielebis auci-

lebeli piroba marketingia. mas aqtiurad iyeneben mowinave

sawarmoebi. maTTvis marketingi saqonelze moTxovnis Seqmnis,

rac SeiZleba xangrZlivi drois manZilze misi SenarCunebisda am gziT mogebis miRebis umniSvnelovanesi saSualebaa.

biznesiT dakavebulma adamianebma kargad ician, rom xa-

risxiani saqonlis Seqmna ar aris sakmarisi bazarze damkvid-

rebisa da arsebobis gaxangrZlivebisTvis. imavdroulad, saWi-

roa saqonlis myidvelis gamoZebna, rac miiRweva efeqtiani

marketinguli RonisZiebebis ganxorcielebis gziT.

Tanamedrove pirobebSi efeqtian marketingad momxmare-belze orientirebuli saqmianoba iTvleba, sawarmoebis mom-

xmarebelze orientacia ki SesaZlebelia maTi survilebis,

Sexedulebebis, saqonlis mimarT damokidebulebis Seswavlis

safuZvelze. amis ganxorcieleba, Tavis mxriv, moiTxovs mar-

ketingis arsSi safuZvlianad garkvevas, marketinguli midgo-

mebisa da strategiebis SemuSavebis meTodebis dauflebas,

marketingis kompleqsis elementebis Seswavlas.momxmarebelze orientirebuli azrovnebis saWiroebam

ganapiroba marketingis Seswavlis aucilebloba biznesisTvis

specialistebis mosamzadebel specialobebze. marketingis

specialistebis momzadebas sWirdeba Tanamedrove literatu-

ra, romelic fexdafex mihyveba marketingis Teoriasa da

praqtikaSi momxdar cvlilebebs da saTanado formiT miaw-



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vdis maT rogorc studentebs, ise marketingis SeswavliT

dainteresebul sxva pirebs.

mocemuli wigni daiwera marketingis sakiTxebze Tana-

medrove sazRvargareTuli da adgilobrivi literaturis sa-

fuZvliani Seswavlisa da gaazrebis safuZvelze. pirvel rig-

Si, gamoviyeneT dReisTvis msoflioSi aprobirebuli saswav-

lo literatura. aucileblad unda davasaxeloT marketin-

gis cnobili amerikeli specialistebis f. kotleris da g.

armstrongis avtorobiT da TanaavtorobiT sxvadasxva dros

gamocemuli saxelmZRvaneloebi, agreTve, amerikeli specia-

listebis l. bunisa da d. kurtcis ”Tanamedrove marketingi-s” saxelmZRvanelo. saTanado yuradReba mieqca marketingul

problemebze gamocemuli samecniero naSromebis Seswavlas da

gamoyenebas.

vfiqrobT, mocemuli saxelmZRvanelo saTanado daxmare-

bas gauwevs studentebs da sxva dainteresebul pirebs mar-

ketingis SeswavlaSi.

avtorebi madlobis grZnobiT miiReben saqmian SeniS-vnebs da gaiTvaliswineben maT momaval muSaobaSi.

da bolos, mocemuli wigni ver ixilavda dRis sinaT-

les, rom bevr adamians Tavisi wvlili ar Seetana mis gamo-

cemaSi. pirvel rigSi, madlobas vuxdiT recenzentebs, ekono-

mikis akademiur doqtorebs iuri xuxuas da boris lagvi-

lavas.did madlobas vuxdiT wignis eleqtronuli versiis

momzadebaSi aqtiuri daxmarebisTvis nino da ana mRebriSvi-lebs, sandro vaCeiSvils, giorgi da Tamar megrelebs, irma

mSvenieraZes. madloba gvinda gadavuxadoT juli janjRavas

wignis redaqtirebisTvis da gamomcemlobis TanamSromlebs

misi droulad da xarisxianad gamocemisTvis.

avtorebi



5

S i n a a r s i

winasityvaoba ......................................... ........................... ........................... .......

Sesavali ........................ ........................... ........................... ............................ ......

Tavi 1. marketingis arsi da ganviTarebis koncefciebi

1.1.

marketingis arsi da masTan dakavSirebuli ZiriTadi cnebe-

bi

1.2. marketingis koncefciebi

1.3.

marketingis funqciebi

1.4.

marketingis principebi

1.5. marketingis saxeebi

1.6.

marketingis tipebi

1.7.

marketingis sistemebi

I TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 2. marketingis marTva

2.1. marketingis marTvis arsi da amocanebi

2.2 marketingis marTvis procesi

2.3. marketingis samsaxuris organizacia sawarmoebSiII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 3. dagegmva da kontroli marketingis sistemaSi

3.1. dagegmva_marketingis marTvis ZiriTadi rgoli

3.2. strategiuli dagegmvis procesi

3.3. marketingis gegma_biznes gegmis Semadgeneli nawili

3.4. marketingis kontrolis arsi da ZiriTadi damaxasiTebeli niS-

nebi3.5. marketingis kontrolis saxeebi

III TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 4. marketinguli garemo

4.1. marketinguli garemos arsi da saxeebi

4.2. mikrogaremoze uSualod moqmedi faqtorebis daxasiaTeba

4.3. makrogaremoSi moqmedi ZiriTadi faqtorebi

4.4. marketingis socialuri aspeqtebi



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IV TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 5. marketinguli kvlevebi

5.1. marketinguli informaciis arsi da saxeebi5.2. marketingis informaciuli sistema da misi elementebi

5.3. marketinguli kvlevis arsi, mniSvneloba, mizani da ZiriTadi

obieqtebi

5.4. marketinguli kvlevis procesi

V TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 6. momxmarebelTa qceva

6.1. momxmareblebi da maTi tipologia6.2. myidvelis qcevis modeli

6.3.samomxmareblo saqonlis momxmarebelTa qcevis ganmsazRvreli

faqtorebi

6.4. samomxmarelo saqonlis yidvis procesis etapebi

6.5. sawarmoo daniSnulebis saqonlis myidvelTa qcevaze moqmedi

faqtorebi

6.6. sawarmoo daniSnulebis saqonlis yidvis procesi

VI TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 7. bazris segmentacia, miznobrivi bazrebis SerCeva da saqon-

lis pozicionireba bazarze

7.1. bazris segmentaciis arsi

7.2. samomxmareblo saqonlis bazris segmentaciis ZiriTadi princi-

pebi

7.3. sawarmoo daniSnulebis saqonlis bazris segmentaciis Tavise-burebebi

7.4. bazris miznobrivi segmenti da misi SerCevis ZiriTadi krite-

riumebi

7.5. saqonlis pozicionireba

VII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 8. konkurentuli strategia



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8.1. konkurentebis saqmianobis analizi

8.2. konkurenciis strategiebi

8.3. konkurentuli Tanaarsebobis formebi

VIII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 9. saqoneli

9.1. saqoneli-marketingis kompleqsis ZiriTadi elementi

9.2. sasaqonlo niSani da misi mniSvneloba marketingSi

9.3. brendingi

9.4. sasaqonlo politikis damuSavebis mizani da aucilebeli pi-robebi

9.5. saqonlis SefuTva da markireba

9.6. saqonlis konkurentunarianoba da misi ganmsazRvreli maCveneb-

lebi

IX TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 10. axali saqoneli marketingis sistemaSi

10.1. axali saqonlis arsi da Seqmnis aucilebloba

10.2. axali saqonlis Seqmnis procesi

10.3. axali saqonlis adaptaciis procesi

10.4. saqonlis sasicocxlo cikli

X TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 11. fasebi

11.1. faswarmoqmnis politika sabazro ekonomikis pirobebSi

11.2. fasis sidideze moqmedi faqtorebi

11.3. faswarmoqmnis procesi

11.4. faswarmoqmnis meTodebi

11.5. faswarmoqmnis strategiebi



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11.6. fasebis koreqtireba

XI TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 12. integrirebuli marketinguli komunikaciebi

12.1. marketinguli komunikaciebis da integrirebuli marketinguli

komunikaciebis cnebebis Sinaarsi

12.2. marketinguli komunikaciebis mizani

12.3. komunikaciuri procesis etapebi

12.4. marketinguli komunikaciebis biujetis Sedgena

12.5. marketinguli komunikaciebis saxeebi

XII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 13. integrirebuli marketinguli komunikaciebi: reklama, gasa-

Rebis stimulireba, sazogadoebasTan urTierToba

13.1. reklamis saxeebi

13.2. reklamis gavrcelebis arxebi

13.3. sareklamo mimarTvis Sedgena

13.4. gasaRebis stimulirebis obieqtebi da saSualebebi

13.5. sazogadoebasTan urTierToba marketingis sistemaSi

XIII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 14. personaluri gayidvebi da pirdapiri marketingi

14.1. personaluri gayidvebis roli integrirebul marketingul

komunikaciebSi

14.2. savaWro personalis marTva kompaniebSi

14.3. personaluri gayidvebis procesi

14.4 pirdapiri marketingi da misi upiratesobebi

14.5. pirdapiri marketingis formebi



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XIV TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 15. marketinguli arxebi da logistika

15.1. marketinguli arxebis arsi da funqciebi

15.2. marketinguli arxebis saxeebi da doneebi

15.3. vertikaluri, horizontaluri da kombinirebuli marketingu-

li sistemebi

15.4. marketinguli arxebis SerCeva

15.5. saqonelmoZraobis buneba da organizaciuli aspeqtebi

XV TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 16. sacalo da sabiTumo vaWroba marketingis sistemaSi

16.1. sacalo vaWrobis arsi da mniSvneloba momxmareblis momsaxu-

rebaSi

16.2. sacalo savaWro sawarmoebis ZiriTadi saxeebi

16.3. sacalo vaWrobaSi miRebuli marketinguli gadawyvetilebebi

16.4. sabiTumo vaWrobis arsi da funqciebi

16.5. sabiTumo sawarmoebis organizaciuli formebi

16.6. sabiTumo vaWrobaSi miRebuli marketinguli gadawyvetilebebi

XVI TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 17. marketingi internetis epoqaSi

17.1. interneti da misi roli marketingis ganviTarebaSi

17.2. eleqtronuli biznesi, eleqtronuli vaWroba, eleqtronuli

marketingi

17.3. internetvaWrobis ganviTarebis ZiriTadi sferoebi

17.4. onlainuri marketingis arxebi

XVII TavSi gamoyenebuli marketinguli terminebi

reziume



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Tavi 18. marketingi momsaxurebis da arakomerciuli saqmianobis

sferoebSi

18.1. momsaxurebis marketingis arsi da Taviseburebebi

18.2. momsaxurebis marketingis strategiebi

18.3. calkeuli pirebis marketingi

18.4. adgilis marketingi

18.5. ideis marketingi

XVIII TavSi gamoyenebuli marketinguli terminebi

reziume

Tavi 19. globaluri marketingi

19.1. marketingis evolucia saerTaSoriso doneze

19.2. globaluri marketinguli garemo

19.3. sagareo bazrebze gasvlis marketinguli strategiebi

19.4. saerTaSoriso marketingis ZiriTadi elementebi

XIX TavSi gamoyenebuli marketinguli terminebi

reziume



11

S e s a v a l i

cneba “marketingi” pirvelad aSS-is ekonomikur lite-

raturaSi gamoiyenes MXIX-XX saukuneebis mijnaze. misi ga-

moCena ukavSirdeba saqonlis gasaRebis sferoSi Seqmnil

siZneleebs. amitom adre marketingi esmodaT rogorc wminda

gasaRebiTi saqmianoba, gasaRebis meTodi, romlis mizanic Zi-

riTadad ukve warmoebuli saqonlis gayidva iyo. aseT marke-

tings amerikelma mecnierma filip kotlerma neandertaluri

marketingi uwoda, Seadara ra is Tanamedrove adamianis uSu-

alo winapars. dReisTvis marketingi esmiT, rogorc moTxov-

nis Seqmnisa da SenarCunebis procesi, romelic sawarmoebs

mogebis kuTvnili wilis miRebis saSualebas aZlevs.

specialistebis nawili marketingis, rogorc praqtiku-

li saqmianobis, ganviTarebaSi gamoyofs oTx etaps:

1) marketingi rogorc ganawilebis funqcia;

2) marketingi rogorc gayidvis funqcia;3) marketingis gamoyofa damoukidebel samsaxurad;

4) marketingi rogorc sawarmos funqcia.

marketingis ganviTarebis pirvel etapze, romelsac

warmoebis erasac uwodeben, warmoebuli saqoneli uproble-

mod iyideboda. es etapi 1925 wlamde grZeldeboda da ise

Sewyda, rom Tavisi ganviTarebis umaRlesi mwvervalisTvis ar

miuRwevia. warmoebis eraSi mwarmoeblebs yuradReba gadata-nili hqondaT xarisxiani produqciis warmoebaze, fiqrobdnen

ra, rom mis gasayidad zedmeti Zalisxmeva ar iyo saWiro. ma-

Ti azriT, xarisxiani produqcia Tavis Tavs TviTon gayidda.

marketingis roli am periodSi, SeiZleba iTqvas, rom mxo-

lod saqonlis ganawilebaSi gamoixata. bazris kvlevas, gasa-

Rebis stimulirebas, reklamas da marketingis sxva instru-



12

mentebs didi mniSvneloba ar eniWeboda. es etapi unda daxa-

siaTdes, rogorc marketingis ganviTarebis winaperiodi.

marketingis ganviTarebis meore etaps specialistTa

erTi nawili gayidvis erad moixseniebs. es etapi moicavs

1920-1950 wlebs. meore etapze sawarmoTa saqmianobaSi, qve-

danayofebs Soris funqciebis gadanawilebis TvalsazrisiT,

arsebiTi xasiaTis cvlilebebi ganxorcielda. saqonlis gasa-

Reba daekisra erT qvedanayofs, romelsac dauqvemdebares

sxva qvedanayofebis gasaRebasTan dakavSirebuli funqciebi,

kerZod, gamyidvelTa swavleba, klientebis momsaxureba, gasa-Rebis procesis dagegmva. marketingis ganviTarebis am etapze

sawarmoebi koncentrirebuli iyvnen saqonlis gayidvis aq-

tze da ara momxmarebelTa saWiroebebis gamovlenasa da maT

SenarCunebaze; fasebi wesdeboda saqonlis Rirebulebis mi-

xedviT; momxmarebelTa informirebisTvis saSualebebis gamo-

yeneba ZiriTadad erTmaneTisgan izolirebulad xorcielde-

boda da ara urTierTkavSirSi. amasTan, am etapze produqciismwarmoeblebi sul ufro metad cdilobdnen gamoSvebuli

produqciis moculobis misi yidviT dainteresebuli poten-

ciuri momxmareblebis raodenobasTan SesabamisobaSi moyvanas.

marketingis ganviTarebis mesame etapze gadasvla dakav-

Sirebulia gamyidvelis bazris myidvelis bazriT SecvlasTan.

Tu gamyidvelis bazarze SezRuduli iyo saqonlis da momsa-

xurebis raodenoba myidvelTa raodenobasTan SedarebiT,myidvelis bazarze saqonlis da momsaxurebis raodenoba aRe-

mateboda myidvelTa raodenobas. aman ganapiroba biznesis

momxmarebelze orientaciis aucilebloba, ramac, Tavis

mxriv, biZgi misca marketinguli koncefciis warmoSobas.

marketingis ganviTarebis mesame etapis dasawyisad 1952 weli

iTvleba. am wels General Electric-ma win wamoswia menejmen-

tis axali filosofia, romelmac marketingi sawarmoo cik-



13

lis bolodan TavSi gadaitana. marketingis ganviTarebis me-

same etapis dawyebis dRidan specialistebis wreSi marketin-

gi da gayidva sinonimebad aRar iTvleba. evoluciuri proce-

sis mesame etapze sawarmoebSi Seiqmna specializebuli marke-

tinguli qvedanayofebi, romelTac daekisraT pasuxismgeblo-

ba gegmebis Sedgenaze, produqtis Seqmnis procesze, axali

saqonlis SemuSavebaze, SefuTvaze, faswarmoqmnaze. miuxeda-

vad aRniSnulisa, am etapze marketingis mniSvneloba biznes-

Si mainc ver gaacnobieres saTanadod.

marketingis evoluciuri procesis meoTxe etapi meocesaukunis bolo aTwleulSi daiwyo. am etaps urTierTobebis

erasac uwodeben, radgan sawarmoebma meti yuradReba dauTmes

momxmareblebTan da mimwodeblebTan urTierTobebs. urTier-

Tobebis marketingis pirobebSi mwarmoeblebis, savaWro sa-

warmoebis da mimwodeblebis partnioruli urTierTobebi

sul ufro viTardeba. meoTxe etapze sawarmoTa saqmianobis

yvela mxare marketingul moTxovnebs daeqvemdebara. praqti-kulad es gamoixateba sawarmos yvela qvedanayofis marketin-

gis qvedanayofisadmi daqvemdebarebaSi. magram marketingi sa-

warmos funqcia mxolod im sawarmoebSia, romelTa xelmZRva-

nelic marTvaSi marketingis prioritets aRiarebs.

XIX saukunis 70-ian wlebamde marketingis Sesaxeb ar-

sebuli literatura mimoixilavda mxolod im firmebs, rom-

lebic mogebaze iyvnen orientirebulni. magram praqtikam aC-vena, rom marketinguli problemebi sazogadoebriv da saxel-

mwifo organizaciebsac hqondaT. amis gacnobierebam mkveT-

rad gaafarTova marketingis gamoyenebisa da misi mecnieru-

li kvlevis sazRvrebi.

sazogadoebrivi da arakomerciuli organizaciebis mier

marketingis gamoyenebam ganapiroba marketingis aratradiciu-

li saxeebis warmoSoba.



14

aratradiciul marketingSi Sedis:

1) pirovnebis marketingi;

2) adgilis marketingi;

3)

socialurad orientirebuli marketingi;

4) movlenebis marketingi;

5) organizaciuli marketingi.

pirovnebis marketingis mizania ama Tu im konkretuli

pirovnebis mier miznobrivi momxmareblis yuradRebis raimeze

gamaxvileba. pirovnebis marketings iyeneben, magaliTad, poli-

tikosebi saarCevno kampaniis procesSi.adgilis marketingis daniSnulebaa ama Tu im regioniT

momxmarebelTa daintereseba.

socialurad orientirebuli marketingi momxmarebelTa

yuredRebas amaxvilebs socialur aspeqtebze, motivebsa da

ideebze. am saxis marketingi aerTianebs movlenaTa farTo

wres, magaliTad, ganaTlebis miRebisTvis xelis Sewyobas, Se-

iaraRebaze kontrols, ojaxis raodenobis dagegmvas, mSobia-robis travmebis mkurnalobas, nasvami mZRolebis dasjas da

a.S. socialurad orientirebul marketingSi Sedis, agreTve,

kompaniebis mier gamarTuli saqvelmoqmedo sportuli TamaSe-

bi ama Tu im socialuri RonisZiebis, magaliTad, ltolvil-

Ta da iZulebiT gadaadgilebulTa daxmarebisTvis fulis Se-

sagroveblad.

movlenebis marketingSi Sedis sportuli, kulturuli,saqvelmoqmedo RonisZiebebis marketingi. sawarmoebi, romel-

Tac surT gaafarTovon TavianTi cnobadobis areali, Seiqmnan

da gaiumjobeson imiji, cdiloben TavianTi saxeli da pro-

duqti daukavSiron sportul, kulturul da saqvelmoqmedo

RonisZiebebs. amiT isini ufro cnobadi da misaRebi xdebian

mTeli sazogadoebisTvis. dRes msoflioSi sportuli Ronis-

Ziebebidan yvelaze popularulia zamTrisa da zafxulis



15

olimpiuri TamaSebi. amitomaa qveynebs Soris konkurencia

olimpiuri TamaSebis gamarTvis adgilis SerCevisas.

organizaciuli marketingis daniSnulebaa gavlenis mox-

dena adamianebze ise, rom maT gaiTavison organizaciis mizne-

bi da isargeblon misi momsaxurebiT, an raime formiT mona-

wileoba miiRon organizaciis saqmianobaSi.

dReisTvis marketingis Teoria marketings ganixilavs

rogorc mmarTvelobiT koncefcias, romlis mizani sawarmoe-

bis saqmianobis efeqtianad warmarTvaa.

marketingi, rogorc Teoria da praqtikuli saqmianoba,sistematurad, bazris ganviTarebis paralelurad, viTardeba.

XXI saukuneSi bazarze momxdarma cvlilebebma, bunebrivad,

moiTxova marketingis meTodebisa da xerxebis srulyofa,

axali marketinguli midgomebis SemuSaveba. mowinave sawarmo-

ebma aqtiurad daiwyes muSaoba klientebis moTxovnilebebis

gamovlenasa da dakmayofilebaze, maTTan urTierTobis teqno-

logiis Seswavlaze, masobrivi informaciis saSualebebismiznobrivad gamoyenebaze, axali teqnologiebis (gayidvis

procesis avtomatizacia, interneti, Sinagani sainformacio

qselebi...) danergvaze. sawarmoTa saqmianobaSi axali marke-

tinguli midgoma dakavSirebulia eleqtronuli komerciis

ganviTarebasTan, momxmarebelTa gemovnebis cvlilebaze yu-

radRebis gamaxvilebis aucileblobasTan, konkurenciuli

brZolis gamwvavebis gamo sacalo-savaWro sawarmoebis miergasarTobi RonisZiebebis iZulebiT mowyobasTan, momxmarebel-

Ta mudmivi bazrebis Seqmnisken miswrafebasTan da a.S.

miuxedavad marketingis Teoriasa da praqtikaSi mom-

xdari cvlilebebisa, mis ZiriTad amocanad rCeba sazogadoe-

bis wevrebis saWiroebebis Seqmna da dakmayofileba sawarmoe-

bisTvis xelsayrel pirobebSi.



16



17

Tavi 1. marketingis arsi da

ganviTarebis koncefciebi

I Tavis swavlebis miznebi

mocemuli Tavis SeswavliT Tqven unda SeZloT:

1) marketingis arsSi garkveva da misi rolis gacnobie-

reba biznesSi;

2) marketingis koncefciebis ganmarteba da maTi gamoyene-

bis specifikis daxasiaTeba;

3)

marketingis funqciebis sworad Camoyalibeba;

4) marketinguli saqmianobis saerTo niSnebis gamoyofa

sxvadasxva tipis sawarmoebSi;

5) marketingis ZiriTadi saxeebis daxasiaTeba da integ-

rirebuli midgomis gamoyenebis aucileblobis gacno-

biereba marketinguli saqmianobis dros;

6) marketinguli midgomis TaviseburebebSi garkveva sa-

momxmareblo da sawarmoo daniSnulebis produqtebis

bazrebze araefeqtiani RonisZiebebis gatarebisgan Ta-

vis dasazRvevad;

7) marketingis sistemebis daxasiaTeba.

1.1. marketingis arsi da masTan dakavSirebuli

ZiriTadi cnebebi

bazarze sawarmoTa arsebobis gaxangrZlivebis ZiriTadi

pirobaa saqmianobis marketinguli midgomiT warmarTva, rac,

upirveles yovlisa, sakuTari biznesis momxmarebelTa Tva-

liT danaxvas niSnavs.

marketingis arsis Sesaxeb Tanamedrove ekonomikur li-

teraturaSi erTiani mosazreba ar arsebobs. magram marketin-



18

gis ganmartebebis umetesobaSi ZiriTad principad momxmare-

belze orientaciaa aRiarebuli.

amerikeli specialisti filip kotleri marketings

ganmartavs ase:

marketingi aris adamianis saqmianobis saxe, romelic

mimarTulia gacvlis gziT momxmarebelTa saWiroebebi-

sa da moTxovnilebebis dakmayofilebisken.

rogorc ukve aRiniSna, marketings xSirad aigiveben ga-

saRebasTan, agreTve, reklamasTan. es bunebrivia, radgan adami-

anebs yoveldRiur cxovrebaSi uSualo kavSiri swored gasa-

Rebis procesTan da reklamasTan aqvT. saqonlis gayidvismizniT sazogadoebas sTavazoben informacias sxvadasxva sa-

reklamo saSualebebiT. sinamdvileSi gasaReba da reklama

mxolod nawilia marketingis kompleqsisa, romelic bazarze

zemoqmedebis da sasurveli reaqciis miRebisTvis gankuTvnili

saSualebebis nakrebia. SeiZleba iTqvas, rom gasaReba zogjer

arsebiT rolsac ki ar asrulebs biznesSi. cxadia, Tu saqo-

neli Seiqmna momxmarebelTa moTxovnilebebis Sesabamisad dasarealizaciod gaitanes maTTvis misaReb adgilze da fasad,

misi realizacia gaadvildeba.

marketingis arsSi gasarkvevad saWiroa Semdegi cnebe-

bis Seswavla: saWiroeba, moTxovnileba, moTxovna, saqoneli,

gacvla, garigeba, urTierTobebi, bazari. isini unda ganvixi-

loT marketinguli jaWvis logikur kavSirSi myof rgole-

bad, romelTa arsebobamac moiTxova marketingis Seqmna.saWiroeba marketingis amosavali ideaa. saWiroebaSi

igulisxmeba adamianis mier raimes naklebobis gancdili

grZnoba.

saWiroebebi mravalricxovani da mravalferovania. ga-

nasxvaveben saWmlis, tansacmlis, gaTbobis da sxva saxis sa-

Wiroebebs. saWiroebebi gamomdinareobs adamianis bunebidan da



19

Tu isini ar dakmayofilda, adamianebi SeiZleba daiRupon an

Tavi igrZnon ubedurad.

saWiroeba, romelic specifikur formas iRebs indivi-

dis kulturuli donis da pirovnebis xasiaTis mixed-

viT, aris moTxovnileba.

maSasadame, moTxovnilebaSi igulisxmeba is konkretuli

obieqti, romelic daakmayofilebs ama Tu im saWiroebas. moT-

xovnilebis dakmayofilebis obieqtebis xasiaTi Seesabameba ama

Tu im sazogadoebis wevrTa kulturul dones. cxadia, deda-

miwis sxvadasxva wertilSi mcxovrebi adamianebis moTxovni-

lebebi sakvebze, ZiriTadad, sxvadasxva produqtiT kmayofil-deba. aSS – Si mSieri adamiani albaT hamburgersa da kokaze

– kolaze ifiqrebs, saqarTveloSi xaWapursa da firma “yaz-

begis” limonaTze, cimbirSi Zexvsa da Wiqa arayze. moTxovni-

lebebis dakmayofilebis obieqtebi konkretuli qveynis kuT-

xeebis mixedviTac ki gansxvavebulia.

moTxovnilebebi izrdeba sazogadoebis ganviTarebis

Sesabamisad. xorcieldeba Tvisobrivi cvlilebebic, rac ga-moixateba ufro inteleqtualuri xasiaTis moTxovnilebebis

wilis gazrdaSi.

moTxovnilebebSi SeiZleba gamoiyos fiziologiuri, so-

cialuri da individualuri moTxovnilebebi. fiziologiuri

moTxovnilebebi pirveladi moTxovnilebebia. mxolod maTi

dakmayofilebis Semdeg fiqroben adamianebi, umetes SemTxveva-

Si, sxva saxis moTxovnilebebis dakmayofilebaze, radgan ada-mianis fiziologiur arsebobas swored fiziologiuri moT-

xovnilebebis dakmayofileba ganapirobebs. marketologebma

didi yuradReba unda dauTmon individualuri moTxovnilebe-

bis Seswavlas. individualur moTxovnilebebs gansazRvravs

pirovnebis xasiaTi. zogierTi adamianisTvis mTavari simdid-

ris dagrovebaa, sxva upiratesobas aniWebs usafrTxoebas,



20

bevrisTvis ufro mniSvnelovani adamianuri urTierTobebia.

yovelive aRniSnuli gavlenas axdens biznesze.

moTxovnilebis fuliT uzrunvelyofili nawilia moT-

xovna.

swored moTxovna udevs uSualod safuZvlad bazris

ganviTarebas. adamianebi iZulebulni arian esa Tu is saqone-

li airCion ara moTxovnilebis, aramed myidvelobiTi unaris

mixedviT. amasTan, nebismieri adamiani Tu sawarmo cdilobs

Tavisi finansuri SesaZleblobis farglebSi maqsimalurad

daikmayofilos Tavisi moTxovnileba.

moTxovnis prognozirebis bazaze SesaZlebelia calke-ul qveyanaSi warmoebis ganviTarebis masStabebis dadgena. ase

xdeboda yofil sabWoTa kavSirSi da socialisturi sistemis

qveynebSi. magram sabazro ekonomikis pirobebSi warmoebis mo-

culobis gansazRvra mxolod mocemuli qveynis mosaxleobis

moTxovnis maCveneblebze dayrdnobiT sasurvel Sedegs ar mo-

itans. jer erTi, SeiZleba mocemuli konkretuli saqoneli

Semoitanon sxva qveynidan. meore, adamianebs swyindebaT jerkidev fizikurad gaucveTavi nivTebi, moZvelebuli ideebi.

xSirad isini fasis gamo mocemuli saqonlis msgavs saqonels

aniWeben upiratesobas.

moTxovna kmayofildeba saqonliT an momsaxurebiT. isi-

ni, Tavis mxriv, erTiandeba marketingul SeTavazebaSi momxma-

reblisTvis miwodebul informaciasTan erTad.

marketingul SeTavazebaSi igulisxmeba saqonlis, mom-

saxurebis da maT Sesaxeb informaciis SeTavazeba baz-

risTvis momxmarebelTa moTxovnilebebis dakmayofilbis

mizniT.

maSasadame, marketinguli SeTavazeba moicavs rogorc

fizikuri saxiT arsebul, ise aramaterialur saqonels. far-

To gagebiT marketingul SeTavazebaSi Sedis, agreTve, idea,



21

informacia, organizacia, gayidvis adgili, adamianis fiziku-

ri da gonebrivi SesaZleblobebi.

rogorc wesi, saqonlis gayidvis procesSi gamyidveli

momxmarebels misi problemis gadawyvetas sTavazobs, Tumca

zogjer es arc myidvels aqvs gacnobierebuli da arc gam-

yidvels. roca qalbatoni nino saxisTvis yidulobs nelsac-

xebels, is fiqrobs im Sedegze, rasac es nelsacxebeli mou-

tans. nebismierma mwarmoebelma maRal doneze unda gaacnobie-

ros is faqti, rom momxmarebels sWirdeba ara ubralod sa-

qoneli aramed is saqoneli, romelic daakmayofilebs mis

konkretul moTxovnilebebs. Tumca praqtikaSi aris SemTxve-vebi, roca gamyidvelebi ise yidian saqonels, rom ar fiqro-

ben im moTxovnilebebze, romelic am saqonliT unda dakmayo-

fildes. am movlenas amerikeli mecnierebi “marketingul si-

beces” uwodeben. maSasadame, mwarmoeblebma unda ifiqron ara

mxolod arsebul moTxovnilebebze, aramed maT ganmapirobe-

bel saWiroebebzec. amiT SesaZlebeli gaxdeba saqonlis

srulyofa momxmarebelTa interesebis Sesabamisad, rac efeq-tianad muSaobis safuZvelTa safuZvelia.

bazarze gasayidad gamotanili saqoneli momxmarebelTa

moTxovnilebebs SeiZleba akmayofilebdes yovelmxriv, nawi-

lobriv an kidev saerTod miuRebeli iyos maTTvis. sawarmoe-

bi cdiloben, rom maT mier warmoebulma produqtma momxma-

rebeli, rac SeiZleba srulad, daakmayofilos. bunebrivia,

rac ufro metad Seesabameba produqti momxmarebelTa moT-xovnilebebs, miT metia misi realizaciis moculobis gaz-

rdisa da mogebis miRebis SesaZleblobebi.

adamianma misTvis saWiro produqtze moTxovnileba Se-

iZleba TviTon daikmayofilos, sxvebisgan damoukideblad. am

SemTxvevaSi is TviTon qmnis produqts. SeiZleba adamianma

misTvis saWiro produqti sxvas waarTvas, an maTxovrobiT

moipovos. normalur sazogadoebaSi adamianebi maTTvis saWi-



22

ro produqtebs gacvlis gziT iReben, rasac safuZvlad, Zi-

riTadad, sakuTari SromiT an memkvidreobiT miRebuli Semo-

savali udevs.

gacvla aqtia, romelic subieqts SesaZleblobas aZ-

levs miiRos misTvis saWiro obieqti samagieros SeTa-

vazebis gziT.

gacvla marketingis ZiriTadi cnebaa. misi ganxorciele-

bisTvis aucilebelia minimum ori mxaris arseboba. amasTan,

TiToeuli mxare aucileblad unda flobdes raime faseulo-

bas meore mxarisTvis SesaTavazeblad. yovel mxares unda

SeeZlos Tavisi saqonlis momxmareblamde mitana. gacvlaSimonawile mxareebi damoukideblad unda iRebdnen gadawyveti-

lebas gacvlis da meore mxaresTan kavSiris damyarebis mi-

zanSewonilebaze.

bunebrivia, saTanado pirobebis arsebobis SemTxvevaSic

ki gacvla SeiZleba ar ganxorcieldes, Tu masSi monawile

mxareebi ver SeTanxmdebian. mxareebi mxolod maSin SeTanxmde-

bian, Tu isini gacvlis aqts maTTvis momgebianad, ukiduresSemTxvevaSi ki misaRebad, CaTvlian. amitom Tvlian, rom gac-

vlaSi wagebuli mxare ar arsebobs.

garigeba ewodeba or mxares Soris komerciuli xasia-

Tis gacvlas.

garigeba orgvaria: fuladi da barteruli. fuladi ga-

rigebis dros saqoneli fulze icvleba. magaliTad, zurabi

maRaziaSi 600 laris sanacvlod iRebs magnitofons. barte-ruli garigebis dros saqoneli icvleba saqonelze. magali-

Tad, zurabi da goCa erTmaneTs ucvlian magnitofons da te-

levizors. fizikuri saxiT arsebuli saqonlis garda barte-

ruli garigebis dros SeiZleba momsaxurebis erTi saxe ga-

icvalos meore saxeze. zurabma SeiZleba manqaniT tvirTi ga-

dauzidos giorgis televizoris SekeTebis sanacvlod.



23

gacvla da garigeba gansxvavdeba obieqtis ubralod ga-

dacemisgan. obieqtis ubralod gadacema xdeba saCuqris, sub-

sidiebis saxiT ise, rom mocemuli mxare sanacvlod ar iRebs

raime obieqts. Tumca, isic unda aRiniSnos, rom obieqtis

ubralo gadacemis drosac ki mxareebi, xSirad, samagieros

miRebaze fiqroben. ubralod gadacemuli obieqtis samagieros

rolSi SeiZleba gamovides meore mxaris keTilganwyoba, misi

davaldebuleba, an kidev Cadenili danaSaulis grZnobisgan

gaTavisufleba. xSirad obieqtis ubralod gadacemis mizani

mxolod meore mxaris gaxarebaa. saqvelmoqmedo aqciac xSi-

rad sazogadoebis TvalSi imijis Sesaqmnelad tardeba, racaCqarebs saqonlis gayidvis process.

farTo gagebiT, garigebis mizani gadacemul obieqtze

an SeTavazebul ideaze sapasuxo reaqciis miRebaa. cxadia,

myidveli mxaris reaqcia yovelTvis ar gulisxmobs saqonlis

an momsaxurebis yidvas an gacvlas. politikosisTvis, maga-

liTad, arCevnebis dros misi qmedebis sapasuxo reaqcia amom-

rCevelTa xmebis miRebaa, sxvadasxva religiebisTvis adamiane-bis mier maTi gaziareba da a. S.

marketings uwodeben mxareebis mier erTmaneTisTvis Se-

Tavazebul saqonelze, momsaxurebaze, ideaze sapasuxo reaq-

ciis misaRebad ganxorcielebuli qmedebebis erTobliobas.

sawarmoebSi uSualod marketingiT dakavebuli muSakebi

dainteresebuli arian momxmareblebTan, SuamavlebTan, mimwo-

deblebTan grZelvadiani urTierTobebis damyarebiT. am pro-cess gamoxataven cnebiT “urTierTobebis marketingi”. urTi-

erTobebis marketingi grZelvadian perspeqtivazea gaTvlili

da miznad isaxavs momxmareblebisTvis samomxmareblo faseu-

lobebis miwodebas xangrZlivi perioidisTvis. amis miRweva

SesaZlebelia sawarmosa da misi saqonlis mimarT erTgule-

bis grZnobis ganviTarebiT da xarisxiani saqonlis miwode-

biT. mniSvnelovania materialuri da moraluri stimulebis



24

gamoyenebac. amasTan, faqtia, rom sawarmoebi ar arian dainte-

resebuli nebismier momxmarebelTan xangrZlivi kavSirebis

damyarebiT. marketologebis valia gansazRvron, Tu romeli

kategoriis momxmareblis momsaxureba Sedis sawarmos inte-

resebSi konkurentebze ukeTesad. cxadia, marketologebi air-

Ceven sasurvel momxmareblebs da ecdebian gaTavisuflebas

arasasurveli momxmareblebisgan.

gacvla da garigeba xorcieldeba bazarze.

bazari saqonlis arsebuli da potenciuri myidvelebis

erTobliobaa.

bazari myidvelis da gamyidvelis, momxmareblis damwarmoeblis, vaWrobis da warmoebis damakavSirebeli meqaniz-

mia.

marketingis specialistebi gamyidvelebs Tvlian warmo-

ebis warmomadgenlebad, xolo myidvelebs bazris warmomad-

genlebad. bazris tevadoba, e.i. bazarze gayiduli saqonlis

raodenoba, damokidebulia myidvelTa raodenobasa da miwode-

buli saqonlis moculobaze. saqonlis bazrebi sxvadasxva sa-xisaa. maT qmnian am saqonlis mflobelebi, potenciuri myid-

velebi da mwarmoeblebi.

bazari rTuli sistemaa. sasaqonlo bazrebis garda ar-

sebobs Sromis bazari da fasiani qaRaldebis bazari. Sromis

bazarze gacvlis obieqti aris samuSao Zala, romelsac erTi

mxare sTavazobs meore mxares xelfasis an saqonlis sanac-

vlod. fasiani qaRaldebis bazarze, romelic safondo birJissaxiT funqcionirebs, yidva – gayidvis obieqti obligacia,

aqcia, Tamasuqi da sxva fasiani qaRaldebia. gamoyofen, ag-

reTve, momxmareblebis, saxelmwifo dawesebulebebis da saer-

TaSoriso bazrebs.

vinaidan marketingi im RonisZiebebis erTobliobaa, ro-

melic xorcieldeba gacvlis gziT moTxovnilebebis dasakma-

yofileblad, gacvla ki xorcieldeba bazarze, is ase Tu ise



25

bazars ukavSirdeba. ESemTxveviTi ar aris, rom sityva marke-

tingi momdinareobs sityvidan market (bazari), ramdenadac

bazari ganapirobebs gacvlis process myidvelsa da gamyid-

vels Soris.

gacvlis procesi moiTxovs did Zalisxmevas bazris su-

bieqtebis mxridan. saqonlis gasayidad saWiroa momxmarebel-

Ta moTxovnis Sesabamisi saqonlis warmoeba, rac, Tavis

mxriv, ganapirobebs saWiroebebis gamovlenas, maT saTanadod

damuSavebas, saqonlis Seqmnis procesis dagegmvas, fasebis

dawesebas, saqonlis gadaadgilebas da a.S. momxmarebelmac aq-

tiurad unda imuSaos, rom gaxdes gacvlis procesis monawi-le. muSaobis sanacvlod miRebul finansur resursebs an sa-

qonels momxmarebeli gamoiyenebs misTvis saWiro saqonelze

gasacvlelad. amis Sesabamisad praqtikaSi ganasxvaveben myid-

velTa da gamyidvelTa bazrebs. gamyidvelTa bazarze meti Za-

laufleba aqvT gamyidvelebs. am bazarze myidvelebis rolSi

gamodian isini, romlebic metad cdiloben iyidon saqoneli.

myidvelTa bazarze meti Zalaufleba myidvelebs aqvT. gamyid-velebi iqnebian isini, romlebic metad iaqtiureben saqonlis

gayidvis procesSi.

1.2. marketingis koncefciebi

marketingis koncefciaSi igulisxmeba SexedulebaTasistema, romlis Sesabamisadac sawarmoebma TavianTi saqmiano-

ba unda warmarTon bazris moTxovnebis mixedviT. marketingis

koncefciis warmoSoba dakavSirebulia saqonlis gasaRebis

problemasTan, ramac moiTxova bazris detaluri gamokvleva

da mewarmeTa saqmianobis bazris moTxovnebze daqvemdebarebis

aucilebloba.



26

marketingis koncefcia emyareba xuT midgomas. isini ga-

nixileba damoukidebel koncefciebad, romelTaganac marke-

tinguli saqmianobis warmarTvis safuZvlad sawarmos SeuZ-

lia airCios erT_erTi. amasTan, es ar niSnavs danarCeni kon-

cefciebis absolutur ugulebelyofas. marketingis koncef-

ciebis Camoyalibeba da ganviTareba dakavSirebulia marketin-

gis ganviTarebis etapebTan.

marketingis koncefciebia:

1) warmoebis srulyofis koncefcia, anu warmoebaze

orientacia;

2)

saqonlis srulyofis koncefcia, anu produqtze

orientacia;

3) komerciuli Zalisxmevis intensifikaciis koncef-

cia, anu orientacia gayidvaze;

4) uSualod marketingis koncefcia, anu uSualod ba-

zarze orientacia;

5) socialur-eTikuri marketingis koncefcia, anu so-

cialur-sapasuxismgeblo marketingis koncefcia.

warmoebis srulyofis koncefciis Sesabamisad momxmare-

beli upiratesobas aniWebs advilad xelmisawvdom da iaf sa-

qonels. amitom am koncefciis mimdevarTa mTavari amocanaa

warmoebis gafarToeba_srulyofa da gasaRebis sistemis efeq-

tianobis amaRleba. warmoebis srulyofis koncefcia gamoiye-

neba or SemTxvevaSi. pirveli_ moTxovna saqonelze aRemateba

miwodebas. meore_Zalian maRalia saqonlis TviTRirebulebada Sesabamisad fasebic. pirvel SemTxvevaSi, imis gamo, rom

momxmarebeli dainteresebulia saqonlis yidviT da nakleb

yuradRebas uTmobs mis samomxmareblo Tvisebebs, mwarmoebe-

li yovelmxriv cdilobs warmoebis gafarToebas. meore Sem-

TxvevaSi warmoebis gafarToebas xels uSlis saqonelze ma-

Rali fasebi. amitom mwarmoeblebi mTeli ZalisxmeviT cdi-

loben warmoebis efeqtianobis amaRlebis gziT produqciis



27

TviTRirebulebis da am safuZvelze fasebis Semcirebas. war-

moebis srulyofis koncefciis warmoSoba dakavSirebulia

amerikis ekonomikis ganviTarebis im etapTan, roca moTxovna

saqonelze aRemateboda miwodebas da saqoneli Tavisuflad

iyideboda umniSvnelo marketinguli zemoqmedebiT.

saqonlis srulyofis koncefciiT warmarTavs Tavis

saqmianobas ganviTarebuli qveynebis kompaniaTa mniSvnelovani

nawili. saqonlis srulyofis koncefciis mixedviT mom-

xmareblebi amjobineben im saqonels, romelsac ukeTesi sa-

momxmareblo Tvisebebi aqvs. amitom am koncefciis mimdevrebi

mudmivad zrunaven saqonlis srulyofaze. saqonlis srulyo-fas safuZvlad momxmarebelTa moTxovnilebebi udevs, Tumca

zogjer axali saqonlis Seqmna da warmoeba momxmarebelTa

Sexedulebebis gareSec xorcieldeba. es maSin xdeba, roca

sawarmoTa xelmZRvanelebi “ Seyvarebulni” arian TavianT sa-

qonelze da miaCniaT, rom kargad erkvevian momxmarebelTa sa-

Wiroebebsa da moTxovnilebebSi.

komerciuli Zalisxmevis intensifikaciis koncefciismomxreTa TvalsazrisiT, momxmarebeli Tavisi nebiT ar iyi-

dis misTvis saWiro yvela saqonels, amitom aucilebelia aq-

tiuri zemoqmedeba momxmareblis fsiqologiaze, saqonlis in-

tensiuri miwodeba bazarze. am koncefcias gansakuTrebiT di-

di gamoyeneba aqvs pasiuri moTxovnis saqonlis realizaciis

procesSi. imis gamo, rom am saqonlis SeZenaze momxmarebeli

ar fiqrobs, an iSviaTad fiqrobs, mewarmeni iZulebulni ari-an meti Zalisxmeva gamoiCinon potenciuri myidvelebis gamo-

savlenad da saqonlis miyidvis mizniT maTze zemoqmedebis

mosaxdenad. es koncefcia farTod gamoiyeneba arakomerciuli

saqmianobis sferoebSic, magaliTad, arCevnebis dros, roca

pirovneba ZalRones ar iSurebs, rom amomrCevlebma airCion.

komerciuli Zalisxmevis intensifikaciis koncefciis gamoye-

neba gansxvavebulad xdeba axal da pasiuri moTxovnis saqo-



28

nelze. axali saqonlis realizaciis dros upiratesoba eni-

Weba momxmarebelze fsiqologiur zemoqmedebas, rac, ZiriTa-

dad sareklamo saSualebebis gamoyenebiT xorcieldeba. rac

Seexeba pasiuri moTxovnis saqonels, misi realizaciis dros

sawarmoTa xelmZRvanelebis mTeli Zalisxmeva xmardeba mom-

xmarebelTa potenciuri jgufebis dadgenas da maTTvis saWi-

ro saqonlis miwodebas. uSualod marketingis koncefciis

mixedviT sawarmoTa miznebis miRwevis sawindaria miznobrivi

bazrebis moTxovnilebebis gansazRvra da dakmayofileba kon-

kurentebTan SedarebiT ufro efeqtiani meTodebiTa da xer-

xebiT.uSualod marketingis koncefciis arss amerikelebi

xSirad xatovnadac ganmartaven. aseT ganmartebebs Soris ga-

mokveTilia Semdegi: “awarmoe is, rac SegiZlia gayido, imis

nacvlad, rom ecado gayido is, rac SegiZlia awarmoo”, “giy-

vardeT klienti da ara saqoneli”, “klienti yovelTvis mar-

Talia”, “gamoZebne momxmareblebi da daakmayofile isini”.

marketingis koncefcia gamoiyeneba maSin, roca miwodebasakmaod aRemateba moTxovnas. bazris saqonliT datvirTvis

pirobebSi saqonlis gayidvisTvis aucilebeli xdeba bazris

yovelmxriv Seswavla da momxmarebelTa moTxovnilebebis

srulad gaTvaliswineba saqonlis warmoebisa da gasaRebis

procesSi.

komerciuli Zalisxmevis intensifikaciis da uSualod

marketingis koncefciebs xSirad erTmaneTSi ureven. es aras-woria. komerciuli Zalisxmevis intensifikaciis koncefciis

yuradRebis centrSi moqceulia saqoneli, romlis gasasaReb-

ladac saWiro xdeba Zal-Ronis daZabva da stimulirebis Ro-

nisZiebebis gaaqtiureba. uSualod marketingis koncefciis

yuradRebis centrSi imyofeba miznobrivi momxmarebeli Tavi-

si moTxovnilebebiT, romelTa dakmayofilebasac unda dauq-

vemdebaros sawarmom Tavisi saqmianoba.



29

uSualod marketingis koncefcia asaxavs sawarmos er-

Tgulebas momxmareblis suverenitetis Teoriis mimarT. sa-

warmoebi awarmoeben im saqonels, romelic aucilebelia mom-

xmareblisTvis da iReben mogebas maTi moTxovnilebebis maqsi-

maluri dakmayofilebis xarjze. uSualod marketingis kon-

cefcias praqtikul saqmianobaSi iyenebs bevri cnobili kom-

pania, magaliTad, McDonald’s, Procter&Gambl da a.S. es kon-

cefcia ufro xSirad gamoiyeneba samomxmareblo saqonlis

mwarmoebeli da gamsaRebeli sawarmoebis mier. xSiria Sem-

Txvevebi, roca sawarmoebi sityviT aRiareben uSualod mar-

ketingis koncefcias, faqtobrivad ki ar iyeneben mas da Se-moifarglebian mxolod marketingis calkeuli elementis ga-

moyenebiT.

socialur-eTikuri marketingis koncefcia bolodroin-

deli mimarTulebaa marketingis ganviTarebaSi. igi emyareba

mewarmeobis axal filosofias, romlis mixedviTac saWiroa

myidvelTa mxolod gonivruli, jansaRi moTxovnilebebis

dakmayofileba. am koncefciis Sesabamisad sawarmoTa ZiriTa-di amocanaa miznobrivi momxmareblis moTxovnilebebisa da

interesebis dadgena da dakmayofileba konkurentebTan Seda-

rebiT ufro efeqtiani xerxebiT momxmareblebis da saerTod

mTeli sazogadoebis keTildReobis SenarCunebisa da gaumjo-

besebis pirobebSi.

socialur-eTikuri marketingis koncefciis warmoSoba

ganapiroba garemos dacvis aucileblobam, resursebis defi-citma, siRaribem da zogierTma sxva faqtorma. am koncefcias

f.kotlerma socialur-sapasuxismgeblo marketingis koncef-

ciac uwoda. specialistTa erTi nawilis azriT, is humani-

taruli marketingia.

socialur-eTikuri marketingis koncefciam erTmaneTs

daukavSira sawarmos, momxmareblebis da mTeli sazogadoebis

interesebi. bevri sawarmo rogorc sazRvargareT, ise saqar-



30

TveloSi Tavis saqmianobas am koncefciis moTxovnebs ar uq-

vemdebarebs. amis Sedegia ekologiuri problemebi, adamianis

janmrTelobisTvis saSiSi kvebis produqtebis warmoeba, bu-

nebrivi resursebis gaCanageba (xe-tyis gaCexva, miwebis gamo-

fitva, haeris dabinZureba).

SeiZleba iTqvas, rom marketingis koncefciebi asaxavs

marketingis ganviTarebis istorias. magram es ar niSnavs imas,

rom marketingis ganviTarebis romeliRac etapze esa Tu is

koncefcia mTlianad iyo gabatonebuli, danarCeni koncefcie-

bi ki saerTod ar moqmedebda. Tumca, qveynis ekonomikis gan-

viTarebis romeliRac etapze win wamoiwevs xolme marketin-gis koncefciebidan romelime, sxvebs ki SedarebiT naklebi

mniSvneloba eniWebaT.

1.3. marketingis funqciebi

amerikeli specialistebis l. bunisa da d. kurtcis az-

riT marketingi rva funqcias asrulebs. maT miekuTvneba:1) yidva;

2) gayidva;

3) transportireba;

4) Senaxva;

5) standartizacia da klasifikacia;

6) dafinanseba;

7)

gariskva;8) marketinguli informaciis mopoveba.

marketingis CamoTvlil funqciebs biznesSi sxvadasxva

Semsrulebeli hyavs. zogierT maTgans asrulebs mwarmoebeli,

zogs sacalo vaWroba, zogsac sabiTumo vaWroba.

yidva da gayidva gacvlis funqciebia. yidvis funqciis

arsSi garkveva marketologisTvis metad mniSvnelovania. man

unda gaarkvios, Tu ratom yiduloben momxmareblebi ama Tu



31

im saqonels da momsaxurebas, ra gansazRvravs maT myidvelo-

biT qcevas. gayidvis funqcia moicavs reklamirebas, persona-

lur gayidvas da gayidvis stimulirebas, romelTa mizanic

produqtis momxmareblebis moTxovnilebebTan SesabamisobaSi

moyvanaa.

transportirebis funqciis SesrulebiT xorcieldeba

saqonlis fizikuri gadaadgileba momxmareblebisken.

Senaxvis funqciis mizania saqonlis fizikuri Tvisebe-

bis SenarCuneba gayidvis aqtis ganxorcielebamde. Senaxvis

funqcias mwarmoeblebi, sacalo da sabiTumo vaWroba asru-

leben.standartizaciis da klasifikaciis, dafinansebis, ga-

riskvis da marketinguli informaciis mopovebis funqciebs

dasavleTis qveynebSi xSirad mxardaWeris funqciebs uwode-

ben, vinaidan maTi SesrulebiT marketingis specialists Se-

saZlebloba eZleva Seasrulos yidvis, gayidvis, transporti-

rebis da Senaxvis funqciebi.

standartizacia da klasifikacia iZleva imis garantias,rom SeTavazebuli produqtebi TavianTi maxasiaTeblebiT da-

akmayofilebs momxmarebelTa moTxovnebs.

dafinansebis funqciis Sesrulebas specialistebi ukav-

Sireben myidvelebis mier saqonlis maragis Seqmnas. mwarmoeb-

lebi afinanseben biTumad movaWreebs, biTumad movaWreebi ki,

Tavis mxriv, sacalod movaWreebs. sacalod movaWreebic xSi-

rad momxmareblebze saqonels kreditiT yidian.gariskvis funqcias garkveuli zomiT asruleben mwar-

moeblebic, biTumad da sacalod movaWreebic. saqonlis war-

moeba, cxadia, garkveuli riskis pirobebSi xorcieldeba im

imediT, rom saqoneli gaiyideba. sabiTumo da sacalo

savaWro sawarmoebSi saqonlis Setana xdeba im imediT, rom

momxmareblebi mas iyidian.



32

marketinguli gadawyvetilebebis miReba SesaZlebelia

mxolod gansazRvrul informaciaze dayrdnobiT, rac, Tavis

mxriv, ganapirobebs marketinguli informaciis mopovebis

funqciis arsebobas.

1.4. marketingis principebi

Mmarketingis Teoriasa da praqtikaSi gamoiyeneba cneba

“marketingis principebi”. dReisTvis am cnebis saTanadod Ca-

moyalibebuli da sayovelTaod aRiarebuli mecnieruli gan-

sazRvreba ar arsebobs.Mmarketingis principebSi igulisxmeba is saerTo niSan-

Tvisebebi, romlebic axasiaTebs marketingul saqmianobas

sxvadasxva sawarmoSi.

sxvadasxva dargisa da sawarmos saqmianobis ZiriTadi

principia orientacia konkretuli momxmareblis moT-

xovnaze.

Mmarketingis principebs unda mivakuTvnoT agreTve:1) mTeli saqmianobis mimarT sistemuri midgoma;

2) orientacia axali saqonlis da momsaxurebis axali

saxeebis Seqmnasa da gasaRebaze;

3) bazrebis diferencirebulad Seswavla;

4) mogebis miReba;

5) sawarmos imijis formireba da Semdgomi ganmtkiceba.

Mmarketingis CamoTvlili principebi mWidrodaa erTma-neTTan dakavSirebuli, gamomdinareoben erTimeoresgan da av-

seben erTmaneTs.

marketingSi mTavaria miznobrivi orientacia da kom-

pleqsuroba. miznobrivi orientacia konkretuli momxmareb-

lis moTxovnaze uzrunvelyofs sawarmoTa efeqtianad muSao-

bas, vinaidan momxmarebelia maTi saqmianobis Semfasebeli da

gamsaRebeli. Aamitom gavrcelda gamoTqma “myidveli mefea”.



33

kompleqsurobaSi igulisxmeba mTeli saqmianobis mimarT sis-

temuri midgoma, e. i. marketingi sistemaa da ara sxvadasxva

saxis marketinguli RonisZiebebis meqanikuri nakrebi. praqti-

kam uCvena, rom cal-calke aRebuli, izolirebulad ganxor-

cielebuli marketinguli RonisZiebebi ar iZleva dadebiT

Sedegebs.

konkurencia da momxmarebelTa gemovnebis ganuwyveteli

cvlileba drosa da sivrceSi mwarmoeblebs produqciis ga-

umjobesebisa da misi asortimentis ganaxlebisken ubiZgebs,

rac dakavSirebulia did riskTan, magram aris sawarmos arse-

bobis gaxangrZlivebis aucilebeli piroba.Mmomxmarebelze orientacia da axali produqtis Seqmna

uSualod ukavSirdeba miznobrivi bazrebis gansazRvras da

maT Seswavlas diferencirebulad, e.i. Seiswavleba konkretu-

li saqonlis bazari, myidvelTa konkretuli jgufi.

Mmogebis miReba sawarmoTa muSaobis ZiriTadi principia.

is aris ara sawarmoebis TviTmizani, aramed maTi miznebis

miRwevis saSualeba.Yyoveli adamiani, yoveli sawarmo iwyebs ra saqmianobas,

cdilobs Tavis Sesaxeb dadebiTi azris Camoyalibebas gare-

momcvel samyaroSi. sawarmoTa xelmZRvanelebis absolutur

umetesobas gacnobierebuli aqvs, rom sabazro ekonomikis pi-

robebSi efeqtianad muSaoba da arsebobis gaxangrZliveba

mxolod dadebiTi imijis safuZvelzea SesaZlebeli. sawarmo-

Ta imiji, upirveles yovlisa, saqonelzea damokidebuli.Mmagram aranaklebi mniSvneloba eniWeba sxva faqtorebsac,

kerZod, xelmZRvaneli muSakebis kvalifikacias, momxmarebleb-

Tan urTierTobis damyarebis unars, TanamSromelTa Cacmulo-

bas, Senobis garegnul saxes, sawarmoSi Seqmnil atmosferos,

xelSekrulebebis Sesrulebis praqtikas da a. S. imijis Seq-

mna xangrZlivi procesia da Tanac dakavSirebulia did xar-

jebTan. Mmiuxedavad amisa, sawarmoTa absoluturi umeteso-



34

bis xelmZRvaneloba aqtiurad cdilobs imijis Seqmnas, gac-

nobierebuli aqvs ra, rom amis gareSe gaZneldeba saqonlis

realizacia da, Sesabamisad, efeqtianad muSaoba.

1.5. marketingis saxeebi

marketingis warmoSobis dRidan arsebobs misi ori sa-

xe:

saqonelze an momsaxurebaze orientirebuli marke-

tingi;

2 momxmarebelze orientirebuli marketingi.

saqonelze an momsaxurebaze orientirebul marketings

sawarmo gamoiyenebs maSin, roca misi mizania axali saqonlis

Seqmna an arsebulis gaumjobeseba. am SemTxvevaSi sawarmos

ZiriTadi amocanaa saqonlis Sesyidvisken momxmareblisTvis

biZgis micema.

momxmarebelze orientirebul marketings sawarmoebi mi-

marTaven maSin, roca miznad isaxaven bazridan momdinaremoTxovnilebebis dakmayofilebas. am dros marketingis mTava-

ri amocanaa potenciuri moTxovnilebebis Seswavla da saqmia-

nobis miRebuli Sedegebis mixedviT warmarTva.

saqonelsa da momsaxurebaze orientirebuli da momxma-

rebelze orientirebuli marketingis damoukideblad gamoye-

neba dakavSirebulia garkveul riskTan. mizanSewonilia sa-

warmoTa orientacia erTsa da imave dros produqtzec damomxmarebelzec, rasac integrirebul marketings uwodeben.

mxolod integrirebuli marketingis pirobebSia SesaZlebeli

namdvili warmatebis miRweva. mwarmoeblebs, ZiriTadad, gac-

nobierebuli aqvT is WeSmariteba, rom maTTvis ar arsebobs

produqti, romelsac ara hyavs momxmarebeli da ar iarsebebs

momxmarebeli, Tu maT ara aqvT SesaZlebloba daakmayofilon

misi moTxovna.



35

produqtze da momxmarebelze orientacia erTmaneTisgan

damoukideblad dReisTvis iTvleba warsulis gadmonaSTad.

aseTi midgoma ekuTvnis im dros, roca produqcia iwarmoebo-

da masobrivi momxmareblisTvis da mis gasasaReblad sakmari-

si iyo umniSvnelo cvlileba da gaumjobeseba.

nebismier saqmeSi mTavari momxmarebelia Tavisi intere-

sebiT. Tu sawarmom Tavisi saqmianoba ar dauqvemdebara mom-

xmareblis moTxovnilebebs, is aucileblad dazaraldeba da

SeiZleba gakotrdes kidec. specialistebi biznesmenTaTvis

Wkuis saswavleblad miiCneven msoflioSi cnobili amerikuli

kompania “Motorola”-s magaliTs.Motorola daarsda 1928 wels. mis saxelTan aris da-

kavSirebuli avtomobilebisTvis pirveli radiomimRebis ga-

moSveba. misi saxelwodebac swored aqedan modis “xma moZra-

obaSi”.

gasuli saukunis 80-iani wlebisTvis Motorola-m daiwyo

xarisxis amaRlebis agresiuli kampania. man daisaxa gaugona-

ri mizani-nakeTobaTa 99,99997% gamoeSva udefeqtod. xa-risxisadmi aseTi damokidebulebiT kompaniam miaRwia did

warmatebebs. 1994 wlisTvis is batonobda mimReb-gadamcemi

radiosadgurebis bazarze. mas ekuTvnoda radiotelefonebis

bazris 35 da peijerebis bazris 85%. 1993-1995 wlebSi

kompaniis Semosavlebi gaizarda, saSualod, 27%-iT, mogeba

ki-53%-iT. magram 1995 wlidan mdgomareoba Seicvala. 2 we-

liwadSi gayidvis moculoba Semcirda 5%-iT, mogeba 33%-iT,gaizarda momxmarebelTa saCivrebis raodenobac. amis mizezi

iyo is, rom kompaniam momxmarebelTa moTxovnilebebze win

daayena axali teqnologiebis Seqmna, xarisxis gaumjobeseba

da a.S, rac, xelmZRvanelTa azriT, kompaniisTvis ufro mom-

gebiani iyo. mxolod saqonelze orientaciam M Motorola Za-

lian daazarala. bazarze adrindeli poziciebis dasabruneb-

lad kompania daubrunda erTaderT swor marketingul poli-



36

tikas_man win daayena momxmarebeli Tavisi moTxovnilebebiT,

radgan axali saqonlis Seqmnas da xarisxis gaumjobesebas

dadebiTi Sedegi moaqvs mxolod momxmarebelTa moTxovnile-

bebis gaTvaliswinebis SemTxvevaSi.

marketingis klasifikacia xorcieldeba sxva niSnebis

mixedviTac. maT Soris SeiZleba gamovyoT marketingis klasi-

fikacia ganviTarebis donis safuZvelze. am mxriv ganasxvave-

ben gamanawilebel, funqciur da mmarTvelobiT marketings.

gamanawilebeli marketingi farTo mniSvnelobiT savaW-

ro saqmianobas gulisxmobs, e.i, marketingi moicavs gasaRebiT

saqmianobas, gayidvas, transportirebas, reklamirebas da vaW-robasTan dakavSirebul sxva procesebs.

funqciuri marketingi saqonlis warmoebasa da gayidvas-

Tan, bazris SeswavlasTan, gasaRebis stimulirebasTan, fase-

bis politikasTan dakavSirebuli, sawarmos mier

ganxorcielebuli organizaciul-teqnikuri da komerciuli

RonisZiebebis erTobliobaa.

saqonlis warmoebisa da gayidvis procesebis marTvissabazro koncefcia, romelic xorcieldeba bazris Sesaxeb

arsebuli informaciis safuZvelze miRebuli gadawyvetilebe-

biT, aris mmarTvelobiTi marketingi. misi gamoyeneba dakavSi-

rebulia bazris saqonliT gajerebasTan, moTxovnaze miwode-

bis gadametebasTan.

erTmaneTisgan ganasxvaveben mikro da makro marketings.

mikromarketingSi igulisxmeba sawarmoo da gasaRebiTi saqmi-nobis marTvis sistema sawarmoSi, makromarketingSi ki sawar-

moo da gasaRebiTi saqmianobis marTva mTlianad qveynis an mi-

si romelime regionis doneze.

sawarmoebis mier qveynis SigniT ganxorcielebul marke-

tings uwodeben saSinao marketings. roca sawarmoTa saqmia-

noba erTi qveynis sazRvrebs gascdeba, is iZulebuili xdeba

Tavisi saqoneli da mis gasayidad gamoyenebuli RonisZiebebi



37

SesabamisobaSi moiyvanos sxva qveynis(an qveynebis) momxmare-

belTa moTxovnebTan, riTac marketingi iRebs saerTaSoriso

xasiaTs da asec uwodeben_saerTaSoriso marketingi.

1.6. marketingis tipebi

sazogadoebrivi warmoebis ori qvedanayofis Sesabamisad

gamoiyofa marketingis ori tipi:

1) samomxmareblo saqonlis marketingi;

2) sawarmoo daniSnulebis saqonlis (warmoebis saSua-

lebebis) marketingi.

calke gamoyofen momsaxurebis marketings.

istoriulad marketingi pirvelad gamoiyenes samomxma-

reblo saqonlis warmoebisa da gayidvis sferoebSi. samomxma-

reblo saqonlis marketingis ZiriTadi mizania uaxlesi teq-

nologiuri miRwevebis safuZvelze axali samomxmareblo Tvi-

sebebis mqone saqonlis warmoeba. Aaxalma saqonelma unda

SeZlos axlad warmoSobili moTxovnilebebis dakmayofileba.samomxmareblo saqonels yiduloben calkeuli pirebi indivi-

dualuri da koleqtiuri moTxovnilebebis dasakmayofileb-

lad. maT safuZvlianad gamokvlevas didi mniSvneloba eniWeba

mwarmoebeli da gamsaRebeli sawarmoebisTvis, radgan mxolod

am gziTaa SesaZlebeli momxmareblis cvalebadi moTxovnis

Sesabamisi saqonlis warmoeba, gasaReba da mogebis miReba.

sawarmoo daniSnulebis saqonlis marketingi gamoik-vlevs im pirebsa da organizaciebs, romlebic saqonels yi-

duloben warmoebis procesSi gamosayeneblad. sawarmoo da-

niSnulebis saqonlis marketingi xasiaTdeba garkveuli Tavi-

seburebebiT samomxmareblo saqonlis marketingTan SedarebiT,

rac ganpirobebulia am ori bazris specifikuri niSan-Tvise-

bebiT. maT Soris ZiriTadia:



38

1) sawarmoo daniSnulebis saqonlis bazarze myidvelTa

mcire raodenoba samomxmareblo saqonlis bazarTan Sedare-

biT;

2) ZiriTadi samomxmareblo saqonlis myidvelTa ganfe-

niloba mTeli qveynis teritoriaze da sawarmoo daniSnule-

bis saqonlis myidvelTa Tavmoyra qveynis ramdenime regionSi;

3) sawarmoo daniSnulebis saqonelze samomxmareblo

saqonelTan SedarebiT moTxovnis bevrad ufro naklebi elas-

tikuroba;

4) sawarmoo daniSnulebis saqonlis myidvelTa profe-

sionalizmi;5) sawarmoo daniSnulebis saqonlis myidvelTa gacile-

biT maRali Semosavlebi samomxmareblo saqonlis myidveleb-

Tan SedarebiT;

6) raodenobrivi TvalsazrisiT sawarmoo daniSnule-

bis saqonlis gayidvis moculobis simcire samomxmareblo

saqonelTan SedarebiT;

7) teqnikuri TvalsazrisiT sawarmoo daniSnulebis sa-qonlis sirTule samomxmareblo saqonelTan SedarebiT, ris

gamoc sawarmoo daniSnulebis saqonlis gayidvaSi did rols

piradi kontaqtebi asrulebs;

8) sawarmoo daniSnulebis saqonlze gayidvis Semdgomi

momsaxurebis bevrad ufro meti mniSvneloba samomxmareblo

saqonelTan SedarebiT;

9) samomxmareblo saqonlisgan gansxvavebiT sawarmoodaniSnulebis saqonelze marketinguli RonisZiebebis ufro

naklebad gamoyeneba. Tumca ukanasknel wlebSi am mxriv mdgo-

mareoba TandaTanobiT Seicvala. sawarmoo daniSnulebis

mwarmoebeli da gamsaRebeli sawarmoebi sul ufro met yu-

radRebas uTmoben momxmarebelTa moTxovnilebebis gamovlenas

da saqmianobis maT Sesabamisad warmarTvas.



39

momsaxurebis marketingis calke gamoyofas ganapirobebs

misi specifikuri niSan-Tvisebebi, romlebic, Tavis mxriv,

ganpirobebulia momsaxurebis TaviseburebebiT. Mmomsaxurebis

marketingis Taviseburebebs, pirvel rigSi, miekuTvneba: ara-

xelSesaxeboba, wyarodan gamouyofloba, xarisxis cvalebado-

ba, Senaxvis SeuZlebloba, sakuTrebis uflebis ararseboba.

araxelSesaxeboba gamoixateba misi danaxvis, gemos ga-

sinjvis, mosmenis, sunis SegrZnebis da a.S. SeuZleblobaSi

Mmomsaxurebis damTavrebis momentamde. Aamis gamo myidveli

iZulebulia endos momsaxurebis gamyidvels.

momsaxurebis nebismieri saxe arsebobs wyarosTan er-Tad, iqneba is adamiani Tu manqana.

momsaxurebis xarisxi damokidebulia momsaxurebis wya-

roze, mis profesionalizmze, Tu is adamiania, da teqnikur

srulyofasa da gamarTulobaze, Tu is manqanaa. xSirad mom-

saxurebis xarisxi icvleba adamianis guneba-ganwyobilebis mi-

xedviT. ase, magaliTad, gamocdili parikmaxeri Tmas ukeTe-

sad aWris, vidre axalbeda. Mmagram gamocdilma parikmaxermacki, Tavisi guneba-ganwyobilebis Sesabamisad, SeiZleba sxva-

dasxva dros sxvadasxva xarisxis momsaxureba gauwios mom-

xmarebels.

1.7. marketingis sistemebi

gacvlis procesis realurad ganxorcielebisTvis auci-

lebelia konkretuli saSualebebis, teqnologiebis, proce-

durebisa da organizaciuli struqturebis arseboba. isini

Seadgenen marketingis sistemebs. maT miekuTvneba:

1) informaciuli sistema;

2) komunikaciis sistema;

3) ganawilebis sistema.



40

marketingis informaciul sistemaSi igulisxmeba is

konkretuli teqnologiebi, romlebic uzrunvelyofen marke-

tingul garemoze da TviTon sawarmoze informaciis Segro-

vebas. Segrovebuli informaciis gaanalizebis safuZvelze mi-

iReba garkveuli Sedegebi, romelTa swori da mizanmimarTu-

li gamoyenebis SemTxvevaSi SesaZlebelia mocemul momentSi

maqsimalurad misaRebi marketinguli gadawyvetilebis miReba.

es gadawyvetileba exeba marketinguli SesaZleblobebis ga-

movlenis, marketingis strategiis SemuSavebis da momxmare-

belTa reaqciis Sefasebis process. informacia miiReba ro-

gorc Sida ise gare wyaroebidan. informaciis obieqturobasada informaciiT sakvlevi obieqtis momcvelobaze uSualod

aris damokidebuli marketinguli RonisZiebebis da am safuZ-

velze sawarmos muSaobis saboloo Sedegebis efeqtianobis

done.

komunikaciis sistema, erTi mxriv, myidvelebs awvdis

informacias saqonelze, meore mxriv, sawarmos uzrunvel-

yofs informaciiT bazarze Seqmnil mdgomareobaze. komunika-ciis sistemaSi erTiandeba TviTon sawarmo, sareklamo saa-

gentoebi da masobrivi informaciis saSualebebi. sawarmo am-

zadebs saqonels, awvdis mas bazarze da afinansebs komunika-

ciis mTel process. sareklamo saagentoebi mwarmoeblebTan

an gamsaReblebTan kavSirSi amuSaveben da praqtikaSi atareben

sareklamo RonisZiebebs momxmareblebze zemoqmedebis moxde-

nis mizniT. isini erToblivad gansazRvraven, agreTve, masob-rivi informaciis saSualebebis gamoyenebis saxeebs, drosa da

masStabebs.

marketingis ganawilebis sistemis mizania saqonlis mi-

tana momxmareblamde misTvis xelsayrel drosa da adgilze.

ganawilebis sistema Sedgeba mwarmoebeli sawarmoebis, sabi-

Tumo da sacalo savaWro firmebis, brokerebisa da agente-

bisgan. sawarmoo daniSnulebis saqoneli, ZiriTadad, iyideba



41

mwarmoebeli sawarmoebis mier, samomxmareblo saqoneli ki

Suamavlebis gamoyenebiT.

I TavSi gamoyenebuli marketinguli terminebi

marketingi

marketingis kompleqsi

saWiroeba

moTxovnileba

moTxovnamarketinguli SeTavazeba

saqoneli

gacvla

garigeba

urTierTobebis marketingi

samomxmareblo faseuloba

bazarimyidvelis bazari

gamyidvelis bazari

marketingis koncefcia

warmoebis srulyofis koncefcia

saqonlis srulyofis koncefcia

uSualod marketingis koncefcia

komerciuli Zalisxmevis intensifikaciis koncefciasocialur-eTikuri marketingis koncefcia

yidva

gayidva

standartizacia da sertifikacia


saqonelze an momsaxurebaze orientirebuli marketingi

momxmarebelze orientirebuli marketingi



42

integrirebuli marketingi

masobrivi marketingi

individualuri marketingi

koncentrirebuli marketingi

samomxmareblo saqonlis marketingi

sawarmoo daniSnulebis saqonlis marketingi

momsaxurebis marketingi

marketingis sistemebi

informaciuli sistema

komunikaciis sistema

reziume

biznesis efeqtianad ganxorcielebis aucilebeli piro-

baa misi marketinguli midgomiT warmarTva, rac gamoixateba,

upirveles yovlisa, biznesis momxmarebelTa poziciidan da-

naxvaSi.amerikeli specialistis f. kotleris ganmartebiT mar-

ketingi aris adamianis saqmianobis saxe, romelic mimarTulia

gacvlis gziT momxmarebelTa saWiroebebisa da moTxovnilebe-

bis dakmayofilebisken.

marketingis ZiriTadi cnebebia: saWiroeba, moTxovnile-

ba, moTxovna, saqoneli, gacvla, garigeba, urTierTobebi, ba-

zari. saWiroebas ganmartaven rogorc adamianis mier raimesnaklebobis gancdil grZnobas. mravalricxovani da mravalfe-

rovani saWiroebebi pirovnebis kulturuli donis da indivi-

dualuri Taviseburebebis gavleniT iRebs moTxovnilebis

formas. moTxovnilebis fuliT uzrunvelyofili nawilia

moTxovna, romelic saqonliT an momsaxurebiT kmayofildeba.

saqonelSi igulisxmeba yvelaferi, rac gamotanilia an SeiZ-

leba gamoitanon bazarze gasayidad da rasac SeuZlia moT-



43

xovnilebebis dakmayofileba. momxmarebels Tavisi moTxovni-

lebebis dakmayofileba SeuZlia gacvlisa da garigebis gziT.

gacvla aris aqti, romliTac momxmarebels SeuZlia miiRos

misTvis sasurveli obieqti samagieros SeTavazebis gziT. ko-

merciuli xasiaTis gacvlas garigebas uwodeben. garigeba or-

gvaria: fuladi da barteruli. fuladi garigebis dros su-

bieqti sasurvel obieqts iRebs fulze, barterulis dros

ki saqonelze gacvlis gziT. gacvlisa da garigebis dros

bazris subieqtebi urTierToben erTmaneTTan. bazari produq-

ciis arsebuli da potenciuri myidvelebis erTobliobaa.

am TavSi ganxilulia marketingis xuTi koncefcia. war-moebis srulyofis koncefciis gamoyenebis mTavari amocanaa

warmoebis gafarToeba-srulyofa da gasaRebis sistemis efeq-

tianobis amaRleba. momxmareblis mizania saukeTeso produq-

ciis yidva. amitom cdiloben sawarmoebi produqciis xaris-

xis gaumjobesebasa da asortimentis srulyofas, rac saqon-

lis srulyofis koncefciis arsebobasa da gamoyenebaSi gamo-

ixateba. komerciuli Zalisxmevis intensifikaciis koncefciisarsebobas ganapirobebs mosazreba imis Sesaxeb, rom momxmare-

beli Tavisi nebiT ar iyidis misTvis saWiro yvela saxis sa-

qonels da aucilebelia mis fsiqikaze aqtiuri zemoqmedeba

marketinguli RonisZiebebis daxmarebiT. bazris saqonliT

datvirTvis da moTxovnis amaRlebis dros gamoiyeneba uSua-

lod marketingis koncefcia, romelic iTvaliswinebs bazris

yovelmxriv Seswavlas da momxmarebelTa moTxovnilebebisgaTvaliswinebas biznesSi. socialur-eTikuri marketingis

koncefciis Sesabamisad momxmarebelTa moTxovnilebebi unda

dakmayofildes konkurentebze ukeTesad mwarmoeblebis, mom-

xmareblebis da mTeli sazogadoebis interesebis urTierTda-

kavSirebis pirobebSi.

marketingis funqciebis Sesaxeb erTiani mosazreba

DdReisTvis ar arsebobs. am TavSi ganxilulia marketingis



44

funqciebis Sesaxeb amerikeli specialistebis l. bunisa da

d. kurtcis mosazrebebi. maTi SexedulebiT marketingi asru-

lebs 8 funqcias: yidva, gayidva, transportireba, Senaxva,

standartizacia da sertifikacia, dafinanseba, gariskva da

marketinguli informaciis mopoveba.

marketingis principebSi mocemuli Tavis avtori gu-

lisxmobs im saerTo niSan-Tvisebebs, romlebic axasiaTebs

marketingul saqmianobas sxvadasxva saxis sawarmoSi. marke-

tingis ZiriTadi principia orientacia konkretuli momxma-

reblis moTxovnaze. marketingis principebia, agreTve, mTeli

saqmianobis mimarT sistemuri midgoma, orientacia axali sa-qonlis Seqmnasa da gasaRebaze, bazrebis diferencirebulad

Seswavla, mogebis miReba, imijis formireba da Semdgomi gan-

mtkiceba.

am TavSi daxasiaTebulia marketingis ori ZiriTadi

saxe: saqonelze an momsaxurebaze orientirebuli marketingi

da momxmarebelze orientirebuli marketingi. saqonelze an

momsaxurebaze orientirebuli marketingis mizania axaliproduqtis Seqmna an arsebulis gaumjobeseba. produqtze

orientaciis dros sawarmos ZiriTadi mizani saqonlis an

momsaxurebis Sesyidvisken momxmareblisTvis biZgis micemaa.

momxmarebelze orientirebuli marketingi gamoiyeneba maSin,

roca sawarmoebs surT bazridan wamosuli moTxovnilebebis

dakmayofileba. am dros sawarmoebis ZiriTadi mizania poten-

ciuri moTxovnilebebis Seswavla da maTi dakmayofilebis-Tvis zrunva.

am TavSi ganxilulia samomxmareblo da sawarmoo da-

niSnulebis saqonlis marketingis Taviseburebebic. calkea

gamoyofili da ganxiluli momsaxurebis marketingi. momsaxu-

rebis marketingis arsebobas ganapirobebs misTvis damaxasia-

Tebeli niSan-Tvisebebi: araxelSesaxeboba, wyarodan gamou-



45

yofloba, xarisxis cvalebadoba, Senaxvis SeuZlebloba, sa-

kuTrebis uflebis ararseboba.

gacvlis procesi realurad xorcieldeba informaciu-

li, komunikaciis da ganawilebis sistemebis gamoyenebiT. mar-

ketingis informaciul sistemaSi igulisxmeba is konkretu-

li teqnologiebi da procedurebi, romlebic uzrunvelyo-

fen informaciis Segrovebas marketingul garemosa da sawar-

moze. komunikaciis sistema uzrunvelyofs informaciis moZ-

raobas sawarmosa da mis myidvelebs Soris. am sistemaSi Se-

dis TviTon sawarmo, sareklamo saagentoebi, masobrivi in-

formaciis saSualebebi. ganawilebis sistemis mizania saqon-lis momxmareblamde mitana. ganawilebis sistemaSi erTiandeba

mwarmoebeli sawarmoebi, sabiTumo da sacalo savaWro

sawarmoebi, brokerebi da agentebi.



46

Tavi 2. marketingis marTva

II Tavis swavlebis miznebi


1) marketingis marTvis saWiroebis gacnobiereba;

2) marketingis marTvis procesis ZiriTadi etapebis Ca-

moyalibeba;

3) bazris segmentaciis aucileblobis mizezebSi garkve-

va;

4)

marketingis kompleqsis elementebis daxasiaTeba;5)

marketingis marTvis samsaxurebis Seqmnis midgomebis

SedarebiTi daxasiaTeba;

6) sawarmos marketingis da sxva samsaxurebis urTier-

TkavSiris aucileblobis gacnobiereba da amasTan

dakavSirebiT ZiriTadi aspeqtebis Camoyalibeba.

2.1. marketingis marTvis arsi da amocanebi

marketingis marTva rTuli procesia. igi gulisxmobs

bazarze Seqmnili situaciebis analizis safuZvelze marke-

tinguli RonisZiebebis dagegmvas, praqtikaSi gatarebas da

kontrols araxelsayreli situaciebis droulad gamovle-

nisa da arasasurveli Sedegebis Tavidan acilebis mizniT.marketingis marTvam nebismieri dargisa da sferos sa-

warmoebSi unda gadawyvitos Semdegi amocanebi:

1) unda gamoiZebnos momxmarebelebis is raodenoba,

romelic mTlianad iyidis sawarmos mier mocemul

periodSi warmoebul produqcias;



47

2) unda Camoyalibdes sawarmos mier warmoebul da ba-

zarze gasayidad gamotanil saqonelze moTxovna,

romelic SemdegSi gafarTovdeba da ganmtkicdeba;

3)

operatiulad unda gamovlindes moTxovnis mocu-

lobasa da struqturaSi momxdari cvlilebebi maT-

ze zemoqmedebis moxdenis mizniT.

marketingis marTviT dakavebuli arian gasaRebis qveda-

nayofebis xelmZRvanelebi da TanamSromlebi, sareklamo sam-

saxurebis xelmZRvanelebi da TanamSromlebi, gasaRebis sti-

mulirebis specialistebi, marketinguli kvlevis specialis-tebi, fasebis specialistebi.

2.2. marketingis marTvis procesi

marketingis marTvas ganixilaven rogorc oTxi etapis-

gan Semdgar process (ix. nax. 2.1.). marketingis marTvis pro-cesis etapebia:

1) sabazro SesaZleblobebis analizi;

2) miznobrivi bazrebis SerCeva;

3) marketingis kompleqsis damuSaveba;

4) marketinguli RonisZiebebis ganxorcieleba.

nebismierma sawarmom sistematurad unda srulyos Ta-

visi saqmianoba, rac SesaZlebelia bazris yovelmxrivi Ses-

wavlisa da sabazro SesaZleblobebis gamovlenis gziT.



48

nax. 2.1. marketingis marTvis procesis etapebi

bazris Seswavla da momavali ganviTarebis SesaZleblo-

bebis gamovlena, Tavis mxriv, moiTxovs marketinguli kvle-

vis da marketingis sainformacio sistemebis Seqmnas, marke-tingis garemos, individualuri momxmareblebis da sawarmo-

Ta bazrebis gamokvlevas. gamovlenili SesaZleblobebidan un-

da airCes is, romelic mocemul momentSi yvelaze metad Se-

esabameba sawarmos miznebsa da resursebs.

sawarmos marketingul SesaZleblobad iTvleba marke-

tinguli Zalisxmevis is mimarTuleba, romelic mas

upiratesobas moutans konkurenciul brZolaSi.

marketingis marTvis procesis etapebi

sabazroSesaZleblobebisanalizi

marketingulikvlevis damarketingis

sainformaciosistemebis Seqmna

marketinguligaremo

individualurimomxmareblebisbazrebi

sawarmoTa bazrebi

miznobrivibazrisSerCeva

bazrissegmentacia

bazrismiznobrivisegmentisSerCeva

saqonlispozicionireba bazarze

marketingiskompleqsisdamuSaveba

saqonlisSeqmna

fasisdaweseba

saqonlisgavrcelebismeTodebi

saqonlisbazarzewinwawevismeTodebi

marketinguliRonisZiebebisganxorcielebainformaciulisistemis Seqmna

dagegmvis

sistema

kontrolissistema

marketingissamsaxurisorganizacia



49

Semdeg etapze xorcieldeba moTxovnis mimdinare sidi-

dis gansazRvra da prognozireba, bazris segmentacia, baz-

ris miznobrivi segmentis SerCeva da saqonlis pozicionireba

bazarze.

ama Tu im sawarmos saqonelze moTxovnis mimdinare si-

didis gansazRvris dros mxedvelobaSi miiReba sawarmos mier

bazarze gamotanili yvela saxis saqonlis realizaciis faq-

tobrivi maCveneblebi. maTze dayrdnobiT da bazris ganviTa-

rebaze moqmedi faqtorebis, agreTve, misi ganviTarebis ten-

denciebis gaTvaliswinebiT xdeba moTxovnis prognozireba.

Semdeg xorcieldeba bazris segmentacia. segmentaciisaucileblobas ganapirobebs momxmareblebis, produqciis da

momxmarebelTa saWiroebebisa da moTxovnilebebis mravalfe-

rovneba.

segmentaciaSi igulisxmeba momxmarebelTa jgufebad da-

yofa erTgvarovani niSnebis mixedviT.

segmentacia SeiZleba ganxorcieldes geografiuli, de-

mografiuli, sociologiuri da qceviTi niSnebis mixedviT.cxadia, sxvadasxva saxis saqonelze segmentacia sxvadasxva

niSanis mixedviT erTnair Sedegs ar iZleva. segmentaciis sa-

fuZvelze gamoyofil momxmarebelTa jgufebs segmentebs

uwodeben.

bazris segmentSi igulisxmeba momxmarebelTa jgufi,

romlis wevrebic erTnairad reagireben marketinguli

stimulebis erTi da igive nakrebze.

gamoyofili segmentebis Sefasebis Semdeg samoqmedod

airCeva erTi an ramdenime segmenti. SerCeul segments miz-

nobrivs uwodeben. miznobrivi segmenti mocemul periodSi

yvelaze metad Seesabameba sawarmos miznebsa da resursebs.

Tu miznobrivi segmenti sawarmos gaumarTlebs, mas SeuZlia

TandaTanobiT SeaRwios danarCen segmentebzec. ase daipyres

iaponurma firmebma avtomobilebis, sayofacxovrebo eleq-



50

tronikis, saaTebis da sxva saqonlis msoflio bazrebis

mniSvnelovani nawili.

marketingis marTvis am etapze xorcieldeba saqonlis

pozicionireba bazarze.

saqonlis pozicionirebaSi igulisxmeba sxvebisgan

mkveTrad gansxvavebuli saqonlisTvis bazarze da

miznobrivi momxmareblis cnobierebaSi sasurveli

adgilis dakaveba.

saqonlis pozicionirebisTvis sawarmoebi arCeven iseT

lozungebs, romlebic xazs usvamen mis upiratesobas konku-

rent saqonelTan SedarebiT. ase, magaliTad, kompania FFord-

ma Tavisi avtomobilebis pozicionireba ganaxorciela lo-

zungiT “saukeTeso xarisxi”. Mazda – m lozungiT “gzebiT ga-

taceba”, Mercedes-ma ki lozungiT “msoflioSi yvela avto-

mobilisTvis saWiroa teqnologiuri upiratesoba”. aseTi

macdunebeli da Tanac ubralo lozungebi bazarze saqonlis

win wawevis SesaZleblobas mkveTrad afarToebs.

saqonlis pozicionirebas bazarze, rogorc wesi, winunda uswrebdes saqonlis konkurentuli upiratesobebis ga-

movlena, radgan swored maT safuZvelze xdeba SemdgomSi ba-

zarze momxmareblis informireba.

amis Semdeg sawarmoSi muSavdeba marketingis kompleqsi,

romelic Tanamedrove marketingis erT-erT ZiriTadi cnebaa.

marketingis kompleqsi marketingis im instrumentebis

nakrebia, romelic gamoiyeneba sawarmos mier miznobriv ba-

zarze zemoqmedebis mosaxdenad da sasurveli reaqciis misa-

Rebad.

marketingis kompleqsSi Sedis yvelaferi, rac SeiZleba

moimoqmedos sawarmom Tavis saqonelze moTxovnis formirebi-

sa da Semdgomi gafarToeba-ganmtkicebisTvis.



51

marketingis kompleqsSi Semavali mravalricxovani sa-

Sualebebi SeiZleba gavaerTianoT oTx jgufSi, romelTac

oTx “P”-s uwodeben. marketingis kompleqsis elementebia:

1)

saqoneli (

product);

2) fasi (price);

3) gavrcelebis meTodebi (place);

4) bazarze saqonlis win wawevis meTodebi

(promotion).

saqoneli aris sawarmos mier miznobrivi bazrisTvis

SeTavazebuli sakuTriv saqonelis da misi Tanmxlebi momsa-xurebis nakrebi. saqoneli, rogorc marketingis kompleqsis

elementi, garantias iZleva, rom misi maxasiaTebelebi daakma-

yofileben momxmarebelTa moTxovnilebebs. am SemTxvevaSi

mxedvelobaSia asortimenti, xarisxi, gaformeba, SefuTva, sa-

vaWro marka, damatebiTi momsaxureba, garantia.

fasi is Tanxaa, romelic unda gadaixadon momxmareb-

lebma saqonlis sanacvlod.

saqonelze dawesebuli fasi aucileblad unda Seesaba-

mebodes momxmareblis mier saqonlis faseulobis aRqmas. amis

gareSe momxmarebeli konkurentis saqonelze gadainacvlebs.

saqonlis gavrcelebis meTodebSi igulisxmeba is SesaZ-

lo qmedebebi, romlebic uzrunvelyofen saqonlis mi-

tanas momxmareblisTvis xelmisawvdom adgilze.

am mizniT gamoiyeneba ganawilebis arxebi, sawyobebi,transportirebis saSualebebi.

bazarze saqonlis win wawevis meTodebis mizania infor-

maciis gavrceleba saqonlis Rirsebebze, agreTve, mom-

xmareblis darwmuneba iyidos mocemuli sawarmos saqo-

neli.



52

bazarze saqonlis win wawevisTvis gamoiyeneba reklama,

gasaRebis stimulireba, sazogadoebasTan urTierToba da per-

sonaluri gayidva.

kompania borjomis marketingis kompleqss aqvs Semdegi

saxe: am kompaniam hidrokarbonatuli natriumiani samkurnalo

sufris wyali borjomis xeobidan saqonlad aqcia plastma-

sis da minis sxvadasxva zomis boTlebSi Camosxmis, gazis da-

matebis da saTanado saxuravis dafarebis gziT. ganisazRvra

Senaxvis gansxvavebuli vadebi boTlis masalisgan damokide-

bulebiT. samarko saxelwodebad SerCeul iqna “borjomi”.

kompania sarealizaciod iyenebs sabiTumo da sacalo fasebs.sacalo fasi sakmaod maRalia, magram aRniSnuli mineraluri

wylis samkurnalo Tvisebebis gamo konkurentunarianoba ba-

zarze uzrunvelyofilia. “borjomi” iyideba rogorc biTu-

mad, ise sacalod. kompania Tvalyurs adevnebs mis marags sa-

calo qselSi momxmareblis momaragebaSi wyvetilobis Tavi-

dan asacileblad. bazarze saqonlis win wawevis mizniT boT-

lebze ganTavsebul etiketze mocemulia misi Semadgenloba,daavadebebis CamonaTvali, romelTa samkurnalodac gamoiyene-

ba is, Camosxmis TariRi da Senaxvis vada. dadebiTi sazoga-

doebrivi azris Sesaqmnelad specialuri RonisZiebebi tar-

deba.

kompania Ford-ma avtomanqanis model Taurus-ze mar-

ktingis kompleqsis elementebi ase aamoqmeda: momxmarebels

SesTavaza aRniSnuli modelis ramdenime varianti da sxvadas-xva saxis damatebiTi mowyobiloba, romelsac SekveTiT aye-

nebs maT manqanaSi; avtomanqana iyideba gamosayeneblad mzad-

yofnaSi; momxmarebels xarisxiani saqonlis SeZenis sruli

garantia aqvs. kompania Tavis dilerebs sacalo fasis dada-

genis uflebas aZlevs. dilerebi iSviaTad sTxoven kompanias

preiskurantSi fasis srulad Cvenebas. amis nacvlad isini

fasze myidvelebTan msjeloben, aZleven myidvelebs daTmo-



53

bebs, sTavazoben Semxvedr vaWrobas, saqonels yidian kredi-

tiT. kompania dilerebs didi gulmodginebiT arCevs da ex-

mareba maT. saqonelze informaciis gasavrceleblad Ford

reklamaze xarjavs milion dolarze mets weliwadSi. savaW-

ro agentebi aqtiurad muSaoben myidvelebTan, arwmuneben maT

miwodebuli saqonlis xarisxSi.

marketingis kompleqsis bolo etapze marketingul Ro-

nisZiebebs atareben praqtikaSi, risTvisac saWiroa informa-

ciuli, dagegmvis, kontrolis sistemebis arseboba da marke-

tingis samasaxurebis organizacia.

dagegmvis sistema moicavs rogorc strategiul, isetaqtikur dagegmvas. strategiuli dagegmvis mizania ganviTa-

rebis swori mimarTulebis gamoZebna da Zlieri sawarmos

Seqmna. stratgiuli dagegmvis maCveneblebis dakonkreteba

xdeba taqtikur gegmebSi. gansaxorcielebeli konktretuli

qmedebebi swored taqtikur gegmebSi fiqsirdeba.

marketinguli saqmianoba sawarmoebSi uSualod marke-

tingis samsaxuris mier xorcieldeba. marketingis samsaxure-bis struqtura damokidebulia sawarmos sididesa da mis fi-

nansur SesaZleblobaze.

marketinguli RonisZiebebis praqtikaSi gatarebis pro-

cesis efeqtianobisTvis aucilebelia kontrolis sistemis

saTanadod organizacia.



54

2.3. marketingis samsaxuris organizacia sawarmoebSi

sawarmoTa miznebis miRwevaSi mniSvnelovan rols asru-

leben marketingis samsaxurebi. unda Seiqmnas iseTi marketin-

guli samsaxurebi, romlebic SeZleben marketinguli saqmia-

nobis damoukideblad ganxorcielebas. rogorc wesi, mcire

zomis sawarmoebSi marketinguli saqmianoba dakisrebuli aqvs

erT adamians, romelsac SeiZleba ewodos gasaRebis samsaxu-

ris mmarTveli, marketingis mmarTveli, marketingis menejeri,

marketingis direqtori. didi sawarmoebi qmnian marketingis

qvdanayofebs, romlebSic dasaqmebulia ramdenime specialis-ti. didi sawarmoebis umetesobaSi hyavT gasaRebis samsaxu-

ris mmarTveli, reklamis specialisti, fasebis specialisti,

Cveulebrivi da samarko saqonlis warmoebaTa mmarTveli,

klientebis momsaxurebis samsaxuris mmarTveli.

marketingis samsaxuris organizacia sawarmoebSi SeiZ-

leba ganxorcieldes sxvadasxva principiT, romelTa Soris

ZiriTadia funqciuri, sasaqonlo, geografiuli, sabazro, sa-saqonlo- sabazro principebi.

dReisTvis ganviTarebul qveynebSi marketingis samsaxu-

rebs sawarmoebi ZiriTadad funqciuri principiT qmnian. am

SemTxvevaSi marketingis mmarTvelebi gamoiyofa marketinguli

saaqmianobis saxeebis mixedviT (ix. nax. 2.2.). marketingis

mmarTvelebi eqvemdebarebian marketingis vice-prezidents, ro-

melsac evaleba maTi saqmianobis koordinacia. ufro xSiradmarketinguli saqmianobis xelmZRvanelobiT dakavebulni ari-

an marketingis, reklamisa da stimulirebis, gasaRebis, marke-

tinguli kvlevis, axali saqonlis mmarTvelebi. zogierT sa-

warmoSi aqvT, agreTve, klientebis momsaxurebis, saqonelmo-

maragebis da marketingis dagegmvis qvedanayofebi.



55

nax. 2.2. marketingis samsaxuris organizacia

funqciuri principiT

marketingis samsaxurebis funqciuri organizaciis upi-

ratesoba mis simartiveSia. misi efeqtianoba mcirdeba saqon-lis asortimentis gafarToebisa da bazrebis zrdis Sesabami-

sad. gamosavali marketingis samsaxurebis diviziuri organi-

zaciaa, romelic iTvaliswinebs marketingis samsaxurebis

Seqmnas saqonlis, momxmareblebis (bazrebis) da regionebis

mixedviT.

sasaqonlo principis Sesabamisad marketingis samsaxu-

rebis formirebis dros warmoebis mTel process xelmZRva-nelobs saqonlis nomenklaturis mmarTveli, romelsac emor-

Cileba sasaqonlo jgufebis ramdenime mmarTveli, maT ki, Ta-

vis mxriv, eqvemdebarebian calkeuli saqonlis mmarTvelebi,

romlebic pasuxs ageben konkretuli saqonlis wamoebasa da

realizaciaze. saqonelTa mmarTvelebi TviTon qmnian TavianT

samuSao gegmebs da axorcieleben maT. sasaqonlo principis

mixedviT marketingis organizacia ar cvlis funqciur orga-

marketingis vice-prezidenti

r e k l a m i s d a s t i m u l i r e b i s

s a m s a x u r i s m m a r T v e l i

g a s a R e b

i s s a m s a x u r i s

m m a r T v e l i

m a r k e t i n g u l i k v l e v i s

s a m s a x u r i s m m a r T v e l i

a x a l i s a q o n l i s m m a r T v e l i

m a r k e t i n g i s s a m s a x u r i s

m m a r T v e l i



56

nizacias. am dros iqmneba mxolod marTvis kidev erTi done

(ix.nax. 2.3.).

nax. 2.3. marketingis organizacia

sasaqonlo principiT

sasaqonlo principis mixedviT marketingis samsaxurebis

Seqmna dakavSirebulia did xarjebTan, rac ganpirobebulia

dasaqmebuli muSakebis raodenobis zrdasTan. amasTan, am prin-

cipis gamoyenebis SemTxvevaSi miiReba mTeli rigi dadebiTi

Sedegebi: marketingis kompleqss Tvalyurs adevnebs saqonlis

mmarTveli, rac bazarze warmoqmnili problemebis droulad

gadawyvetas ganapirobebs; yuradRebis miRma ar rCeba arc

marketingis vice prezidenti

m a r k e t

i n g i s

s a m s a x u r i s

m m a r T v

e l i

r e k l a m i s d a

s t i m u l

i r e b i s

s a m s a x u r i s

m m a r T v

e l i

s a s a q o n l o

n o m e n k l a t u r i s

m m a r T v

e l i

m a r k e t

i n g u l i

k v l e v i

s

s a m s a x u r i s

m m a r T v

e l i

a x a l i s a q o n l i s

m m a r T v

e l i

sasaqonlo jgufebismmarTvelebi

calkeuli saqonlis mmarTvlebi



57

erTi saqoneli, rac momxmarebelTa moTxovnilebebis srulad

dakmayofilebas uzrunvelyofs; axalgazrda muSakebs profe-

siuli donis amaRlebis didi SesaZleblobebi eZlevaT, imde-

nad ramdenadac saqme aqvT sawarmos saqmianobis TiTqmis yve-

la sferosTan.

sasaqonlo principis mixedviT marketingis organizacia

gamarTlebulia mxolod maSin, roca sawarmos sasaqonlo no-

menklatura farToa. es principi pirvelad 1927 wels gamoi-

yena kompania Procter&Gamble-ma axal saponze-“qemei”, rome-

lic Znelad iyideboda. kompaniam axalgazrda specialists

heil x. makerlous daavala “qemeis” warmoebisa da realiza-ciis procesSi arsebuli problemebis mogvareba. davaleba

warmatebiT Sesrulda da kompaniaSic sul male sxva sa-

qonlis mmarTvelebic dainiSnen.

marketingul samsaxurebs geografiuli niSnis Sesabami-

sad qmnian is sawarmoebi, romlebic vaWroben mTeli qveynis

teritoriaze. am principiT marketingis samsaxurebis Seqmna,

cxadia, damokidebulia qveynis geografiul mowyobaze. ase,magaliTad, aSS-s im kompaniebSi, romlebic mTeli qveynis te-

ritoriaze vaWroben xSirad marketingis samsaxurebi swored

geografiuli principis mixedviT iqmneba. am SemTxvevaSi gasa-

Rebis saerToerovnuli samsaxuris mmarTvels eqvemdebarebian

gasaRebis regionuli samsaxurebis mmarTvelebi. maT daqvemde-

barebaSi arian gasaRebis zonaluri samsaxuris mmarTvelebi,

romlebsac, Tavis mxriv, daqvemdebarebaSi hyavT gasaRebis ra-ionuli samsaxurebis mmarTvelebi, maT ki adilebze savaWro

agentebi eqvemdebarebian. saqarTvelo teritoriiT patara

qveyanaa, amitom sawarmoebisTvis marketingis samsaxurebis ge-

ografiuli principiT Seqmna xelsayreli ar iqneba. magram,

Tu romelime sawarmo, romelic saqarTvelos mTel terito-

riaze vaWrobs, marketingis samsaxurs Seqmnis geografiuli

principis safuZvelze, mas eqneba Semdegi saxe (ix. nax 2.4.).



58

nax. 2.4. marketingis organizacia geografiuli principiT

Tu sawarmo saqonels yidis ramdenime erTmaneTisgan

gansxvavebul bazarze, marketinguli samsaxuri aigeba sabaz-

ro principis mixedviT(ix. nax. 2.5.).


m a r k e t i n g i s

s a m s a x

u r i s

m m a r T

v e l i

r e k l a

m i s d a

s t i m u

l i r e b i s

s a m s a x

u r i s

m m a r T

v e l i

g a s a R e b i s s a m s a x u r i s

m m a r T

v e l i

m a r k e t i n g u l i

k v l e v

i s s a m s a x u r i s

m m a r T

v e l i

a x a l i

s a q o n l i s

m m a r T

v e l i

gasaRebis samxareo samsaxurismmarTveli

gasaRebis raionuli samsaxurismmarTveli

savaWro agentebi



59

nax. 2.5. marketingis organizacia sabazro principiT

am principis Sesabamisad marketingis samsaxuris formi-

reba maSinaa gamarTlebuli, roca bazrebs axasiaTebT gansxva-

vebuli myidvelobiTi Cvevebi.

bazrebis mmarTvelebi pasuxs ageben funqciuri saqmia-

nobis calkeuli saxeebis mixedviT perspeqtiuli da wliurigegmebis damuSavebaze. am principis Sesabamisad marketingis

samsaxurebis SeqmniT SesaZlebelia sawarmos saqmianobis Se-

sabamisobaSi moyvana momxmarebelTa saWiroebebsa da moTxov-

nilebebTan. dReisTvis sabazro principiT marketingis samsa-

xurebs qmnis bevri cnobili kompania. magaliTad, kompania

Xerox-ma uari Tqva Tavisi saqmianobis geografiuli princi-

piT ganxorcielebaze da daiwyo sabazro principis gamoyene-


m a r k

e t i n g i s

s a m s a x u r i s

m m a r

T

i

r e k l

a m i s d a

s t i m

u l i r e b i s

s a m s a x u r i s

m m a r

T

i

s a b a z r o s a q m i a n o b i s

m m a r

T v e l i

m a r k

e t i n g u l i

k v l e v i s s a m s a x u r i s

m m a r

T

i

a x a l

i s a q o n l i s

m m a r

T v e l i

calkeuli saqonlismmarTvelebi



60

ba. man Tavisi saqmianoba SesabamisobaSi moiyvana dargebis

moTxovnilebebTan.

sawarmoebi, romlebic mravalferovan saqonels yidian

mravalricxovan bazrebze, marketingis samsaxurebs xSirad

qmnian sasaqonlo-sabazro principiT. am SemTxvevaSi sawarmo-

ebs erTdroulad hyavT rogorc saqonlis, ise bazrebis

mmarTvelebi. marketingis samsaxurebis organizacias struq-

turirebis minimum ori kriteriumiT matriculi ewodeba.

matriculi organizacia dadebiT Sedegebs iZleva maSin, roca

uflebamosilebebi zustad aris ganawilebuli. mravalricxo-

vanni arian TanamSromlebi da maT aqvT urTierTobebis damya-rebis didi unari. es struqtura saqmianobis koordinaciis-

Tvis karg SesaZleblobebs qmnis. amasTan, xSiria konfliqte-

bi TanamSromlebs Soris kompetenciaTa ganawilebis gamo.

sawarmos marketingis samsaxuris struqtura ganisaz-

Rvreba rogorc misi konstruqcia, romelic marketingul

marTvas uzrunvelyofs. sawarmoSi marketingis swori orga-

nizacia mniSvnelovnad amaRlebs marketingis rols miznebismiRwevaSi, radgan marketingi saqonelze moTxovnis Seqmnis,

misi dakmayofilebis da am bazaze momgebiand muSaobis safuZ-

velia.

sawarmos marketingis samsaxuris muSaobis Sedegebi

uSualodaa damokidebuli sxva samsaxurebTan kavSiris done-

ze. cxadia, sxvadasxva samsaxuris mier SeTanxmebulad gan-

xorcielebuli RonisZiebebi gacilebiT met dadebiT Sedegebsmoutans sawarmos, vidre erTmaneTisgan izolirebuli calke-

uli saxis RonisZiebebi. marto marketingis samsaxuri ver

SeZlebs momxmarebelTa moTxovnilebebis srulad dakmayofi-

lebas saqonliT an momsaxurebiT, radgan maRalxarisxovani

saqoneli (momsaxureba) mxolod yvela samsaxuris erToblivi

muSaobiT SeiZleba Seiqmnas.



61

marketingis samsaxuris saqmianoba unda daukavSirdes

sawarmoo, safinanso, kadrebis samsaxurebis, buRalteriis,

samecniero-kvleviTi da sacdel-sakonstruqtoro qvedanayo-

febis saqmianobas. maTi kavSiri aucileblad unda iyos or-

mxrivi.

aramarto sawarmoo samsaxuris muSaobaa damokidebuli

marketingis samsaxurze, aramed marketingis samsaxuris muSa-

obis Sedegebic aris damokidebuli sawamoo samsaxuris saqmi-

anobaze. mosaxleobis moTxovnis Sesabamisi saqonlis warmoe-

ba SesaZlebelia mxolod warmoebis ganviTarebis saTanado

donis pirobebSi.safinanso samsaxuris saqmianobac mWidrodaa damokide-

buli marketingis samsaxuris muSaobaze, marketingul Ronis-

Ziebebze. marketingi gansazRvravs saqonlis calkeuli saxis

momgebianobas da, amis Sesabamisad, sawarmos finansur mdgoma-

reobas. finansebic axdens gavlenas marketingze. myari finan-

suri mdgomareobis pirobebSi meti SesaZleblobebia marke-

tingis dasafinanseblad.buRaltruli aRricxvac moqmedebs marketingze. dana-

xarjebisa da Semosavlebis sworad aRricxvisa da ganawile-

bis dros uzrunvelyofilia saqonlis momgebianobis gansaz-

Rvris sizuste. amiT SesaZlebelia swori gadawyvetilebis

miReba saqonlis momaval bedze.

samecniero-kvleviT da sacdel-sakonstruqtoro muSao-

bas sawarmoebSi safuZvlad marketinguli informacia udevs.momxmarebelze orientirebuli marketingis pirobebSi sasa-

qonlo asortimentis ganaxleba xorcieldeba saWiroebebisa

da moTxovnilebebis gamovlenisa da Seswavlis safuZvelze.

saqonelze orientirebuli marketingis dros Zlierdeba sa-

mecniero-kvleviTi da sacdel-sakonstruqtoro saqmianobis

zegavlena marketingze. dReisTvis sawarmoTa umetesoba mom-

xmarebelTa moTxovnilebebsac swavlobs da saqonlis asor-



62

timentsac aumjobesebs. saqonelze da momxmarebelze er-

Tdrouli orientaciis pirobebSi marketinguli da samecnie-

ro-kvleviTi da sacdel-sakonstruqtoro saqmianobiT dakave-

buli qvedanayofebi Tanabarzomierad moqmedeben erTimeoreze

da xels uwyoben ukeTesi saboloo Sedegebis miRebas.

II TavSi gamoyenebuli marketinguli terminebi

marketingis marTvis procesi

marketingis marTva

sabazro SesaZleblobebi

miznobrivi bazarimarketingis kompleqsi

bazris segmentacia

bazris segmenti

bazris miznobrivi segmenti

saqonlis pozicionireba

saqonlis gavrcelebis meTodebi

bazarze saqonlis win wawevis meTodebimarketinguli dagegmvis sistema

marketinguli kontrolis sistema

marketingis samsaxuri

marketingis samsaxuris organizacia

reziume

yoveli sawarmos mizania saqmianobis efeqtianad warmar-Tva. amis miRweva SesaZlebelia marTvis procesis saTanado

organizaciis pirobebSi.

marketingis marTvis procesi moicavs sabazro SesaZleb-

lobebis analizs, miznobrivi bazrebis SerCevas, marketingis

kompleqsis damuSavebas da marketinguli RonisZiebebis praq-

tikaSi gatarebas. sawarmoTa xelmZRvanelebi da specialiste-

bi unda erkveodnen sabazro SesaZleblobebis gamovlenis,



63

miznobrivi bazris (an bazrebis) SerCevis, marketingis kom-

pleqsis elementebTan mimarTebaSi swori gadawyvetilebebis

miRebisa da marketinguli RonisZiebebis praqtikaSi ganxor-

cielebis meqanizmSi.

sabazro SesaZleblobebis analizis procesSi unda ga-

movlindes marketinguli Zalisxmevis is mimarTuleba, rome-

lic sawarmos upiratesobas moutans konkurentebTan brZo-

laSi.

ama Tu im bazarze gasvlasTan dakavSirebiT swori ga-

dawyvetilebebis misaRebad aucilebelia bazris segmentacia,

romelic saSualebas iZleva gamovlindes momxmarebelTa isjgufi, romlis moTxovnilebebis dakmayofilebasac SeZlebs

sawarmo. bazris miznobrivi segmenti aerTianebs im momxma-

reblebs, romlebic erTnairad reagireben sawarmos mier gan-

xorcielebul marketingul RonisZiebebze. sawarmom samoqme-

dod SeiZleba airCios gamoyofili segmentebidan erTi an

ramdenime. sawarmoTa saqmianobis efeqtianobis uzrunvelyo-

faSi did rols asrulebs saqonlis pozicionirebis proce-sis sworad ganxorcieleba. SerCeulma lozungebma produq-

cia momxmareblebs unda daanaxos konkurentebis produqcias-

Tan SedarebiT momgebian poziciaSi.

sawarmoTa miznebis miRwevaSi mniSvnelovan rols asru-

lebs marketinguli saqmianobis sworad organizacia. rogorc

wesi, ganviTarebul qveynebSi marketinguli saqmianobis gan-

xorcieleba mcire sawarmoebSi erT adamians evaleba, msxvilsawarmoebSi ki Seqmnilia specializebuli marketinguli sam-

saxurebi.

marketinguli samsaxurebis organizacias axorcieleben

funqciuri, sasaqonlo, geografiuli, sabazro da sasaqonlo-

sabazro principebis safuZvelze. marketinguli samsaxrebi,

ZiriTadad, funqciuri principis mixedviT iqmneba. am prin-

cipis upiratesoba mis simartiveSia. marketingis mmarTvelebi



64

am SemTxvevaSi gamoiyofian marketinguli saqmianobis saxeebis

mixedviT. funqciuri principiT marketingis samsaxurebis Seq-

mnis efeqtianoba mcirdeba sawarmos sasaqonlo asortimentis

gafarToebisa da bazrebis raodenobis gazrdis Sesabamisad.

gamosavali marketingis samsaxurebis diviziuri organizaciaa,

romelic iTvaliswinebs marketingis samsaxurebis Seqmnas sa-

qonlis, bazrebis da regionebis mixedviT.

sawarmos marketingis samsaxuris efeqtianobisTvis au-

cilebelia misi mWidro kavSirurTierToba sawarmoo, safi-

nanso da kadrebis samsaxurebTan, buRalteriasTan, samecnie-

ro-kvleviT da sacdel-sakonstruqtoro qvedanayofebTan.momxmareblis moTxovnis Sesabamisi produqtis Seqmna da rea-

lizacia mxolod yvela samsaxuris erToblivi muSaobiTaa

SesaZlebeli.



65

Tavi 3. dagegmva da kontroli

marketingis sistemaSi

III Tavis swavlebis miznebi


1. marketingis marTvaSi dagegmvis aucileblobis

gacnobiereba;

2. strategiuli dagegmvis procesis etapebis daxa-

siaTeba;

3.

biznesis efeqtianad warmarTvaSi biznes-gegmis

mniSvnelobis gacnobiereba;

4. biznes-gegmis marketinguli nawilis daxasiaTeba;

5. marketingis kontrolis ZiriTadi niSan-Tvisebe-

bis Camoyalibeba;

6. marketingis efeqtianobis uzrunvelyofaSi kon-

trolis aucileblobis gacnobiereba da misi sa-

xeebis daxasiaTeba.

3.1. dagegmva – marketingis marTvis ZiriTdi rgoli

dagegmva Sedis marTvis ekonomikuri meTodebis sistema-

Si. masSi igilisxmeba strategiuli da taqtikuri gegmebis

Sedgenisa da Sesrulebis procesi. dagegmva marketingis efeq-

tianad marTvis erT-erTi aucilebeli pirobaa.

dagegmva marTvis ZiriTadi rgolia, romelic xels

uwyobs xelmZRvaneli muSakebis perspeqtiulad da mizanmi-

marTulad azrovnebas. dagegmviT SesaZlebeli xdeba miRebuli

gadawyvetilebebis koordinacia, TanamSromlebisTvis infor-

maciis miwodeba sawarmos miznebsa da resursebze. dagegmviT

iqmneba winapirobebi muSaobis Sedegebis Sefasebisa da gakon-

trolebisTvis.



66

dagegmva ori saxisaa:

1) strategiuli dagegmva;

2) taqtikuri dagegmva.

strategiul dagegmvaSi igulisxmeba sawarmos miznebsa

da maTi miRwevis potenciur SesaZleblobebs Soris Se-

sabamisobis Seqmnisa da SenarCunebis mmarTvelobiTi

procesi.

taqtikuri dagegmva gulisxmobs konkretuli qmedebebis

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

konkretuli davalebebi uaxloesi periodisTvis.

dagegmvis xasiaTis Sesabamisad ganasxvaveben strategi-

ul da taqtikur gegmebs.

marketingis strategiuli gegma marketinguli saqmiano-

bis miznebis, strategiebis, agreTve, drois gansazRvrul in-tervalSi maTi miRwevis RonisZiebebis erTobliobaa. taqti-

kur gegmaSi dakonkretebulia strategiuli gegmiT gansaz-

Rvruli amocanebi moklevadiani periodisTvis.

marketingis gegmebis efeqtianad ganxorcielebisa da

dasaxuli miznebis misaRwevad aucilebelia:

a) gegmebi daamuSaon maT, vinc SemdgomSi praqtikulad

ganaxorcielebs;b) dagegmvis procesi iyos moqnili, rac uzrunvel-

yofs miRebul gegmaSi cvlilbebis operatiulad

Setanas saWiroebis SemTxvevaSi;

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

iTvaliswinebdes moTxovnis cvalebad xasiaTs.



67

3.2. strategiuli dagegmvis procesi

strategiuli dagegmva warmoadgens process

(ix.nax.3.1.), romelic moicavs Semdeg etapebs:

1) sawarmos misiis formulireba;

2) miznebisa da amocanebis gansazRvra;

3) biznes-portfelis Sedgena;

4) zrdis strategiebis SerCeva.

sawarmos misiaSi igulisxmeba is ZiriTadi mizani, ris-

Tvisac Seiqmna sawarmo.

misia unda CaiTvalos logikuri aTvlis wertilad,

romelsac sawarmo mTel Tavis saqmianobas uqvemdebarebs. mi-

siis sworad gansazRvra da xelmZRvaneli muSakebisa da spe-

sawarmos misiis

formulireba

miznebisa da amocanebisgansazRvra

biznes-portfelisSedgena

zrdis strategiisSerCeva

nax. 3.1. strategiuli dagegmvis procesi



68

cialistebis informireba ZiriTadi miznis Sinaarsze sawar-

mos efeqtianad muSaobas uzrunvelyofs, radgan misiis arsSi

saTanadod garkveva maT saerTo saqmis Tanamonawiled aqcevs.

droTa ganmavlobaSi saWiro xdeba misiis gadasinjva axali

saqonlis Seqmnis, axal bazrebze gasvlis, warmoebis mocu-

lobis gazrdis, samoqmedo garemos Secvlis Sesabamisad.

sawarmos misiis formulireba, amerikeli profesoris

Teodor levitis azriT, ukeTesia bazarze orientaciiT gan-

xorcieldes, radgan am SemTxvevaSi sawarmos saqmianoba xasi-

aTdeba momxmarebelTa saWiroebebisa da moTxovnilebebis dak-

mayofilebis TvalsazrisiT. Tumca praqtikaSi xSirad sawar-moebi TavianTi saqmianobis sferos saqonlis xasiaTis an ga-

moyenebuli teqnologiis mixedviT gansazRvraven. ase, magali-

Tad, zogierTi amerikuli sawarmo Tavis misias gamoxatavda

Semdegi lozungebiT: `Cven vawarmoebT sabeWd manqanebs~, ~Cven

qimiuri kompania varT~. saqmianobis sferos daxasiaTebisas

aseTi midgoma arazustia, radgan droTa ganmavlobaSi saqone-

li da teqnologiebi Zveldeba. mudmivi mxolod adamianTasaWiroebebi da moTxovnilebebia. amitom is sawarmoebi, rom-

lebic TavianT saqmianobas ganixilavdnen, rogorc meqanikuri

sabeWdi manqanebis warmoebas da ara rogorc momxmarebelTa

moTxovnilebebis dakmayofilebas sabeWd saSualebebze da ar

Seicvales profili, gakotrdnen kompiuteruli teqnikis gav-

rcelebis Sesabamisad.

misiis formirebis dros sawarmoebma unda ixelmZRvane-lon gansazRvruli rekomendaciebiT:

1) dasaxuli mizani (an miznebi) ar unda iyos Zali-

an farTo an viwro. ar iqneba swori, Tu velo-

sipedebis mwarmoebeli sawarmo Tavis programas

daaxasiaTebs rogorc satransporto saSualebe-

bis warmoebas. am SemTxvevaSi misia Zalian far-

Tod aris warmodgenili.



69

2) misia unda iyos mkafiod Camoyalibebuli da rea-

luri. dReisTvis ararealuri iqneba romelime qar-

Tuli samSeneblo kompaniis mier Tavisi misiis, ro-

gorc umsxviles msoflio samSeneblo kompaniad

gardaqmnisken miswrafebis, gansazRvra;

3) misias unda hqondes konkretuli da ara sareklamo xa-

siaTi. sawarmom Tavisi miznis (an miznebis) formulire-

bas safuZvlad unda daudos sxva kompaniebisganG ganmas-

xvavebeli, konkretuli niSan-Tvisebebi;

4) Tavisi SinaarsiT misiam unda ubiZgos muSakebs uke-

Tesad muSaobisken. maT unda igrZnon, rom sasargeb-lo saqmianobiT arian dakavebulni. nebismieri sas-

wavleblis misia unda iyos Tanamedrove moTxovne-

bis Sesabamisi specialistebis momzadeba da ara

kursdamTavrebulTa raodenobis zrda da mogebis

miReba.

bevr sawarmos Tavis misiad miaCnia mogebis miReba, rac

arasworia. momgebianad muSaoba, ra Tqma unda, sawarmoTaerT-erTi mizania, magram is ar aris misia. Tumca, nebismier

SemTxvevaSi, roca misia sworad aris formulirebuli, sa-

warmo momgebiania. henri fordma, romelic kargad erkveoda

mogebis mniSvnelobaSi, Tavisi kompaniis misia Camoayaliba

rogorc xalxis iafi transportiT uzrunvelyofa. misiis

aseTi saxiT formulirebam mas didZali mogeba moutana.

sawarmos misiis gansazRvris Semdeg ayalibeben damxmaremiznebsa da amocanebs, romelTa realizaciiTac miiRweva Zi-

riTadi mizani. miznebi da amocanebi unda iyos konkretuli,

gazomvadi, Sesrulebadi da drois gansazRvrul periodze

gaTvlili. miznebi da amocanebi ganisazRvreba marTvis cal-

keuli donisa da sawarmosTvis mniSvnelovani yvela sferos-

Tvis.



70

miznebisa da amocanebis gansazRvris Semdeg sawarmos

xelmZRvaneloba ayalibebs maT misaRwevad saWiro marketin-

gul strategiebs.

marketingul strategiebSi igulisxmeba principuli

xasiaTis saSualo da grZelvadiani gadawyvetilebebi,

romlebze dayrdnobiTac warimarTeba saqmianoba dasaxu-

li miznebis misaRwevad.

amis Semdeg muSavdeba biznes-portfeli.

biznes-portfelSi igulismeba sawarmos profilis gan-

msazRvreli saqmianobisa da saqonlis saxeebi.

kargia iseTi biznes-portfeli, romelsac sawarmosZlieri da susti mxareebi SesabamisobaSi mohyavs bazris Se-

saZleblobebTan. am mizniT xorcieldeba biznes-portfelis

analizi, romelic strategiuli dagegmvis safuZvelia. ana-

lizis procesSi fasdeba sawarmos saqmianobis yvela saxe,

yvela saqoneli. amiT gamovlindeba ufro rentabeluri da

wamgebiani saqmianobis saxeebi da saqoneli. analizis Sedege-

bis mixedviT miiReba gadawyvetileba sawarmos ganviTarebisperspeqtivebze, e.i. gadawydeba Tu saqmianobis romel saxeSi,

romel saqonelze daabandos sawarmom resursebi, romeli

Sekvecos an saerTod uari Tqvas masze.

sawarmom saqmianobis analizi SeiZleba ganaxorcielos

sam doneze. filip kotleri ganasxvavebs intensiuri, integ-

raciuli da diversifikaciuli zrdis SesaZleblobebs (ix.

cxrili 3.1).intensiuri zrda maSinaa SesaZlebeli da gamarTlebu-

li, roca arsebuli bazrebis SesaZleblobebi mTlianad ar

aris amoqmedebuli. am doneze sawarmos



71

cxrili 3.1

zrdis SesaZleblobebis ZiriTadi mimarTulebebi

intensiuri zrda integraciuli

zrda

diversifikaciuli

zrda

Rrmad SeRweva ba-

zarze

regresiuli integ-

racia

koncentruli di-

versifikacia

bazris sazRvrebis

gafarToeba

progresuli in-

tegracia

horizontaluri

diversifikacia

saqonlis srulyo-

fa

horizontaluri

integracia

konglomeratuli

diversifikacia

xelmZRvaneloba cdilobs Rrmad SeaRwios bazarze, gaafar-

Toos bazris sazRvrebi, srulyos saqoneli.

bazarze Rrmad SeRweva gulisxmobs saqonlis gayidvis

moculobis zrdis SesaZleblobebis gamovlenas ufro agresi-

uli 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 gayidvis moculoba axali saqonlis SeqmniTa da

arsebul bazrebze danergviT.

im SemTxvevaSi, roca saqmianobis calkeul saxes myari

pozocia aqvs da SesaZlebelia damatebiTi Semosavlis miReba

dargis SigniT manevrirebis gziT, mimarTaven integraciul

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

progresuli da horizontaluri.

* Котлор Филип, Основы маркетинга. Кранкий курс, Пер. с анг. М.,

2003, ст. 530.



72

regresiuli integracia gamoixateba sawarmos mcdelo-

baSi Seisyidos mimwodeblis sawarmoebi an ufro mkacri kon-

troli daawesos maTze.

progresuli integracia gulisxmobs sawarmos mcdelo-

bas Seisyidos ganawilebis sistema an daawesos mkacri kon-

troli masze.

horizontaluri integraciis dros sawarmoebi Seisyi-

dian rig konkurent sawarmoebs an aZliereben kontrols

maTze.

diversifikaciuli zrdis SesaZleblobebis gamoyenebas

sawarmoebi maSin mimarTaven, roca dargi ar iZleva Semdgomizrdis saSualebas an dargis gareT ufro mimzidvelad eCve-

nebaT saqmianobis gagrZeleba. kapitalis dabandebis axali

sferoebis gamoZebnisas sawarmo, rogorc wesi, cdilobs ga-

moiyenos dagrovebuli gamocdileba an gamoZebnos naklovane-

bebis gamosworebis gzebi.

diversifikaciuli zrdac SeiZleba iyos sami saxis:

koncentruli, 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 axa-

li 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 sa-

qonels. konglomeratuli diversifikacia Zalian sariskoa.

advilad SesaZlebelia sawarmom sworad ver airCios saqone-



73

li an saqmianobis axali saxe, ramac, bunebrivia, mas SeiZleba

didi zarali moutanos da gaakotros kidec.

3.3. marketingis gegma

–

biznes-gegmis Semadgeneli nawili

sawarmos ganviTarebis perspeqtivebi kompleqsurad Se-

fasdeba biznes-gegmaSi, romelsac adgenen drois garkveuli

periodisTvis dasaxuli miznis (an miznebis) misaRwevad. sa-

warmo biznes-gegmaSi ayalibebs mTel rig amocanebs, romelTa

Sesrulebis gziTac miiRweva dasaxuli mizani.

biznes-gegmis oficialuri savaldebulo struqtura ar

arsebobs, Tumca, yvelaze ufro xSirad biznes-gegma moicavs3.2. naxazze mocemul qvedanayofebs.

biznes-gegmis satitulo furcelSi, rogorc wesi, mo-

cemulia sawarmos sruli dasaxeleba, misamarTi, sxva rekvi-

zitebi, proeqtis Rirebuleba, mis sarealizaciod saWiro

saxsrebis moculoba, miRebis wyaroebis CvenebiT.

Sesaval nawilSi satitulo furcelTan SedarebiT uf-

ro detalurad unda daxasiaTdes sawarmos saqmianoba, pro-duqti an momsaxureba, moTxovnis arsebuli mdgomareoba da

mosalodneli cvlilebebi, proeqtis perspeqtiuloba, saWiro

investiciebi da maTi gamoyenebis mimarTulebebi, proeqtis

momzadebis vada.

qvedanayofSi – dargSi Seqmnili mdgomareobis analizi-

daxasiaTebulia gayidvis dinamika, faswarmoqmnis tendenciebi,

konkurentebi, momxmareblebi, produqtis axali saxeebi,cvlilebebi teqnologiaSi, ekologiuri sakiTxebi, biznesis

maregulirebeli kanonebi, momxmarebelTa uflebebis dacva,

perspeqtiuli sabazro SesaZleblobebi.

proeqtis ZiriTadi idea Camoyalibebulia qvedanayofSi-

proeqtis arsi. konkretulad gegmis am nawilSi gadmocemu-



74

a satitulo furceli

m

Sesavali nawili

g e g

dargSi Seqmnili mdgomareo-

bis analizi

- proeqtis arsi

s marketingis gegma

e sawarmoo gegma

n saorganizacio gegma

z riskebis gegma

i safinanso gegma

b danarTebi

nax. 3.2. biznes-gegmis sarekomendacio

lia sawarmos ZiriTadi miznebi da maTi miRwevisTvis saWiro

pirobebi, produqtis daxasiaTeba teqnikuri TvalsazrisiT,proeqtis sarealizaciod mzadyofnis mdgomareoba, sawarmos

adgilmdebareoba, 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 proce-

si, konkretuli partniorebi da maTTan TanamSromlobis pi-



75

robebi; mowyobilobebi da maTi SesaZlo momwodeblebi, SeZe-

nis xarjebi, sawarmoo farTobi da misi gazrdis SesaZleb-

lobebi, nedleulze moTxovnileba da misi SesaZlo momwo-

deblebi, maTTan kontraqtis arseboba, momwodeblebis sabo-

loo SerCevis dasabuTeba, produqtis TviTRirebuleba.

saorganizacio ganyofilebaSi unda daxasiaTdes sawar-

mos organizaciul-samarTlebrivi forma, marTvis organiza-

ciuli struqtura, xelmZRvaneli muSakebis biografia, ga-

mocdileba, movaleobebi, sakadro politika, Sromis anazRau-

rebis mdgomareoba da a.S.

riskebis Sefasebis qvedanayofSi Camoyalibdeba is Se-saZlo problemebi, romelTac SeiZleba Seejaxos sawarmo mo-

cemuli konkretuli proeqtis realizaciis procesSi. aseTi

problemebi SeiZleba Seiqmnas konkurentebTan urTierTobaSi

samarTlebrivi normebis cvlilebebis, fors-maJoruli mov-

lenebis gamo, politikuri eqscesebiT da a.S. biznes-gegmis am

nawilSi unda ganisazRvros araxelsayreli faqtorebis arse-

bobis SemTxvevisTvis gasatarebeli RonisZiebebi.safinanso qvedanayofi Semosavlebisa da gasavlebis

krebsiTi balansia, romlis safuZvlzec ganisazRvreba sawar-

mos momgebianoba.

biznes-gegmis erT-erTi mniSvnelovani qvedanayofia marke-

tingis gegma, romelSic bazris kompleqsuri gamokvlevis,

faswarmoqmnis, saqonelmoZraobis, gasaRebis stimulirebis

sferoSi Catarebuli samuSaoebia mocemuli. nebismier SemTxve-vaSi marketinguli politika saTanadod unda dasabuTdes. kar-

gi iqneba, Tu sawarmos politikis dasabuTebas konkurenti

firmebis saqmianobasTan Sedarebis Sedegebs daudeben safuZ-

vlad. magaliTad, fasis SemTxvevaSi, biznes-gegmaSi naCvenebi

unda iyos Tu produqtis romelma parametrebma ganapiroba Se-

darebiT maRali an dabali fasis daweseba.



76

marketingis wamyvani sazRvargareTeli specialistebis

SexedulebiT marketingis gegmas unda hqondes Semdegi saxe

(ix. cxrili 3.2.):

cxrili 3.2.

marketingis gegma

ganyofileba daxasiaTeba

reziume gegmis mokle mimoxilva mis arsSi xel-

mZRvanelobis swrafad garkvevisTvis

bazris mimdinare mdgomareoba monacemebi bazarze, saqonelze, konku-

rentebze da ganawilebis arxebze (marke-

tingauditis monacemebis mixedviT)

Swot-analizi konkurentebis Zlieri da susti mxaree-

bis, agreTve, im ZiriTadi SesaZleblobe-

bisa da saSiSroebebis daxasiaTeba, rom-

lebTanac kompanias eqneba Sexeba

amocanebi da problemebi kompaniis amocanebi gayidvis, bazris wi-

lis da mogebis gazrdis sferoebSi, ag-

reTve, problemebze, romelTac SeuZli-

aT gavlena moaxdinon maTi gegmebis Ses-

rulebaze

marketingis strategia saerTo marketinguli midgoma, romlis

safuZvelzec varaudoben dasaxuli amo-canebis Sesrulebas

moqmedebaTa programa monacemebi imis Sesaxeb Tu rogori nabi-

jebi unda gadaidgas, vis mier, rodis

da rogori iqneba maTi Rirebuleba

biujeti Semosavlebis da gasavlebis analizi,

romlis safuZvelzec ganisazRvreba fi-

nansuri maCveneblebi

kontroli gegmebis Sesrulebis gamakontrolebeli

RonisZiebebi

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

Основы маркетинга. Пер. с англ. М., 2007. с.118.

reziumes daniSnulebaa umaRlesi donis xelmZRvanelo-

bis swrafad garkveva gegmis sakvanZo sakiTxebSi.

ganyofilebaSi-bazris mimdinare mdgomareoba - unda da-

xasiaTdes miznobrivi bazari da kompaniis pozicia am bazar-

ze. es monacemebi miiReba kompaniis garemocvis, misi miznebisa



77

da strategiebis, maTi saqmianobis regularuli da yovel-

mxrivi Seswavlis safuZvelze. am ganyofilebaSi mocemulia

monacemebi bazarze, saqonelze, konkurentebze da saqonelmoZ-

raobis arxebze. swored am monacemebis bazaze unda aRweron

gegmis Semdgenlebma bazari mTlianad da Semadgeneli segmen-

tebis mixedviT, unda daaxasiaTon ZiriTadi konkurentebi da

saqonelmoZraobis arxebi.

ganyofileba- Swot-analizi - emyareba marketing-auditis

Sedegad miYebul monacemebs. maTze dayrdnobiT mokled unda

daxasiaTdes konkurentebTan SedarebiT kompaniis Zlieri da

susti mxareebi. unda ganisazRvros is mosalodneli saSiS-roebebi da SesaZleblobebi, romlebsac gegmis moqmedebis pe-

riodSi SeuZliaT gavlenis moxdena kompaniis saqmianobaze.

gegmis Semdegi ganyofilebaa amocanebi da problemebi.

is muSavdeba kompaniis Zlieri da susti mxareebis, mosalod-

neli SesaZleblobebisa da saSiSroebebis gansazRvris Semdeg.

jer unda dadgindes mizani, romelic miiRweva gegmis moqme-

debis periodSi, Semdeg amocanebi, romelTa Sesrulebac saWi-roa dasaxuli mizanis misaRwevad, bolos ki is problemebi,

romelTac SeuZliaT Seaferxon dasaxuli miznis miRwevis

procesi.

ganyofilebaSi –marketinguli strategia _ mocemuli

unda iyos miznis misaRwevad saWiro marketinguli RonisZie-

bebis CamonaTvali. aqve naCvenebi unda iyos, Tu rogor gamoi-

yenebs kompania Tavis upiratesobebs miznobriv bazarze saqon-lis gasayidad. kompaniam marketinguli strategia unda daa-

muSaos bazris yoveli miznobrivi segmentisTvis.

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 ga-

akeTos? ra daujdeba amis gakeTeba kompanias?



78

biujetis saSemosavlo nawilSi mocemulia gayidvis

moculobis prognozuli maCvenebeli da saSualo fasebi sa-

qonelze, sagasavlo nawilSi ki danaxarjebi produqtis war-

moebaze, ganawilebasa da marketingze. sxvaoba aris mogebis

prognozuli maCvenebeli. biujeti unda daamtkicos umaRles-

ma xelmZRvanelobam. damtkicebuli biujetis safuZvelze

kompaniebma unda Seadginon nedleulisa da masalebis Sesyid-

vis, marketinguli RonisZiebebis Catarebis gegmebi, unda gan-

sazRvron saStato erTeulebi.

gegmis Sesrulebis uzrunvelyofaSi didi roli kon-

trolis ganyofilebas akisria. kompaniebma unda gaakontro-lon dasaxuli mizani (an miznebi) da misgan gamomdinare

amocanebi da biujetis aTvisebis mdgomareoba yovelTviurad

an yovelkvartalurad. es SesaZleblobas miscems kompaniis

xelmZRvanelobas mudmivad flobdnen kompaniaSi Seqmnili

mdgomareobis Sesaxeb informacias, rac problemebis Tavidan

acilebis SesaZleblobas droulad miscems.

biznes-gegma aucilebelad qvedanayofebis organuli er-Tianoba unda iyos da ara maTi meqanikuri nakrebi. mxolod

am SemTxvevaSi gaxdeba SesaZlebeli dasaxuli miznis (an miz-

nebis) miRweva.

3.4. marketingis kontrolis arsi da ZiriTadi

damaxasiaTebeli niSnebi

marketingis kontrolSi igulisxmeba marketingis stra-

tegiisa da gegmebis, agreTve, maTi koreqtirebis RonisZiebe-

bis Sesrulebis mdgomareobis kompleqsuri gamokvleva.

marketingis kontrolis aucileblobas ganapirobebs

rigi mizezebi. jer erTi, SeuZlebelia Seiqmnas iseTi marek-

tinguli gegma, romelSic yvela mosalodneli cvlileba iq-

neba gaTvaliswinebuli. amis mizezi cvalebadi sabazro situ-



79

aciebi da katastrofebia. amitom saWiro xdeba gegmebis peri-

odulad gadamowmeba da dazusteba. meore, mxolod daSvebu-

li Secdomis droulad gamovlenis SemTxvevaSia SesaZlebeli

araxelsayreli Sedegebis Tavidan acileba, rac, Tavis mxriv,

miiRweva strategiisa da gegmebis Sesrulebis Sedegebis Se-

mowmebis 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 raodenobrivad afaseben winaswar dadgenili

maCveneblebis mixedviT strategiebisa da gegmebis Sesrule-

bas; Semdeg aanalizeben yovelgvar gadaxras gegmiuri maCve-

neblebidan; bolos xorcieldeba strategiebisa da gegmebis

koreqtireba.

kontrolis sistemis efeqtianobis da dasaxuli mizne-bis miRwevis uzrunvelsayofad saWiroa, rom is akmayofileb-

des Semdeg ZiriTad moTxovnebs: hqondes strategiuli mimar-

Tuleba, Catardes droulad, iyos martivi da ekonomiuri.

marketingis kontrolis strategiuli mimarTuleba

niSnavs imas, rom Semowmebas unda daeqvamdebaros ara yvela

maCvenebeli, aramed mxolod isini, romelTac aqvT strategi-

uli daniSnuleba. cxadia, Tu sawarmos saqmianobis yvelamaCvenebeli da mis winaSe mdgomi yvela amocana Semowmdeba,

Tanac xSirad, kontroli xels ki ar Seuwyobs sawarmos mu-

SaobaSi, piriqiT, Seaferxebs mis saqmianobas.

daSvebuli Secdomebis droulad gamovlena da swrafi

reagireba maTze krizisuli situaciebis Tavidan acilebis

aucilebeli pirobaa.



80

kontrolis sistemis simartive uadvilebs kontroliT

dakavebul adamianebs mis arsSi safuZvlianad garkvevas, Sesa-

bamisad advildeba Semowmeba da gamovlenili gadaxrebis aR-

mofxvrisTvis RonisZiebebis SemuSaveba.

marketingis kontrolis sistemis ekonomiurioba gani-

sazRvreba kontrolze gaweuli danaxarjebis SedarebiT sa-

qonlis gayidvis moculobis da miRebuli mogebis sidideeb-

Tan. cxadia, danaxarjebis zrdis maCveneblebi unda CamorCe-

bodes realizaciis moculobis da mogebis zrdis maCveneb-

lebs.

3.5. marketingis kontrolis saxeebi

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, romelic Sedgeba erTmaneTTan

logikurad dakavSirebuli oTxi etapisagan: gasakontrolebe-



81

li maCveneblebis gansazRvra, mimdinare saqmianobis Sedegebis

gazomva, mimdinare saqmianobis Sedegebis analizi, gegmebis

koreqtireba saWiroebis SemTxvevaSi (ix. nax.3.3.).

wliuri gegmebis Sesrulebis kontrolis mizania umaR-

lesi da saSualo donis xelmZRvanelebis darwmuneba dasaxu-

li gegmebis SEesrulebis SesaZleblobaSi. am dros ikvlevensaqonlis realizaciis SesaZleblobebs, bazris wils, marke-

tingze danaxarjebsa da gasaRebis moculobas Soris Tana-

fardobas, momxmareblebTan urTierTobis mdgomareobas. ga-

mokvlevis Sedegebis mixedviT xorcieldeba gegmebis koreq-

tireba.

bazris SesaZleblobebis analizis dros adgenen faq-

tobrivi realizaciis maCveneblebs da aanalizeben maT dageg-

milTan mimarTebaSi. imavdroulad analizi tardeba calkeu-

gasakontrolebeli maCveneblis dadgena

mimdinare saqmianobis Sedegebis gazomva

mimdinare saqmianobis Sedegebis analizi

gegmebisa da dasaxurli RonisZiebebis

koreqtireba

nax. 3.3. wliuri gegmebis Sesrulebiskontrolis procesi



82

li saqonlis, regionis, gasaRebis arxebis mixedviT. mxolod

realizaciis amsaxveli maCveneblebiT ar SeiZleba sawarmos

saqminobis srulyofilad daxasiaTeba konkurentebTan Sedare-

biT, radgan realizaciis moculoba SeiZleba gaizardos sa-

erTo- ekonomiuri pirobebis gaumjobesebiTac. saWiroa baz-

ris wilis sistematurad Semowmeba.

bazris wilis zrda maCvenebelia imisa, rom misi mdgo-

mareoba bazarze konkurentebTan SedarebiT myaria, Semcireba

ki sapirispiro mdgomareobaze miuTiTebs da moiTxovs sawar-

mos mier saswrafo RonisZiebebis gatarebas.

wliuri gegmebis kontrolis procesSi aucilebladunda Seudardes erTmaneTs marketingze danaxarjebi da sa-

qonlis gasaRebis moculobis maCvenebelebi. gasaRebis dasaxu-

li moculobis misaRwevad saxsrebi Zalian didi odenobiT

ar unda daixarjos. aman SeiZleba sawarmo gakotrebamde mi-

iyvanos.

wliuri gegmebis Sesrulebis kontrolis dros metad

mniSvnelovania momxmareblebTan urTierTobis mdgomareobisSemowmeba, radgan kmayofili momxmarebeli sawarmos efeqtia-

nad muSaobis aucilebeli pirobaa. momxmareblebTan urTier-

Tobas swavloben maTi saCivrebisa da winadadebebis ganxil-

viT, anketuri da paneluri gamokiTxvis CatarebiT.

momgebianobis kontroli xorcieldeba wliuri gegmebis

kontrolTan erTad. xSirad, sawarmos saqminobis specifiki-

dan gamomdinare, momgebianobis kontroli mimdinareobs cal-keuli saqonlis, regionis, bazris segmentis, saqonelmoZrao-

bis arxebis mixedviT. aseTi midgomiT sawarmos saSualeba eZ-

leva ama Tu im regionSi, segmentze, saqonelze, saqonelmoZ-

raobis arxebSi gazardon, Sekvecon an igive doneze datovon

saqonlis gasaRebis moculoba.

momgebianobis kontrolis dros, pirvel rigSi, adgenen

xarjebs saqmianobis saxeebis mixedviT, Semdeg gansazRvraven



83

xarjebis mTlian sidides, bolos ki Semosavlebis da xarje-

bis Sedarebis gziT rogorc mTlianad sawarmos, ise saqmia-

nobis 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 ga-

moyenebis mizniT, uwodeben marketing-audits.

marketing-auditi an marketingis revizia xorcieldeba

an sawarmos sakuTari sarevizio samsaxuris an kidev specia-lizebuli organizaciebis mier saTanado anazRaurebis safuZ-

velze. marketing-auditis orive gza xasiaTdeba rogorc da-

debiTi, ise uaryofiTi mxareebiT. sawarmos sarevizio samsa-

xuris mier Catarebuli revizia iafi jdeba, magram muSakTa

mcire ricxovnebis gamo ar xerxdeba kompleqsuri reviziis

Catareba. amasTan, garemos SeCveul revizorebs uWirT miu-

kerZoebeli Sefaseba, radgan maTTvis Znelia SeCveul garemo-Si naklovanebaTa danaxva. specializebuli samsaxuris mier

Catarebuli revizia sawarmos Zviri ujdeba, samagierod, `uc-

xo Tvali~ ukeTesad xedavs naklovan mxareebs, rac saqmiano-

bis ukeTesad warmarTvis SesaZleblobebs mkveTrad afarTo-

ebs.

marketingis revizia, filip kotleris azriT, unda Ca-

tardes Semdegi gegmiT:



84

marketingis sarevizio gegma

nawili I. marketinguli garemos revizia

makrogaremo

a) demografiuli faqtorebi

1) romeli ZiriTadi demografiuli movlenebi da

tendenciebi warmoadgenen firmisTvis mosalod-

nel 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 faqtorebi1) rogoria prognozebi firmisTvis aucilebeli

bunebrivi resursebisa da energiis Rirebulebasa

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?



85

2) romeli ZiriTadi msgavsi saqoneli SeuZlia

Secvalos am saqonelma?

e) politikuri faqtorebi

1)

SemoTavazebuli kanonebidan romlebs SeuZliaT

gavlenis moxdena firmis marketingul strate-

giasa da taqtikur qmedebebze?

2) saerTo saxelmwifoebrivi masStabiT, Statis

doneze an adgilobriv doneze romel saqmiano-

bas unda vadevnoT Tvalyuri guldasmiT? gare-

mos daWuWyianebasTan brZolis, samuSaoze daqi-

ravebisas Tanasworobis uzrunvelyofis, saqone-lis usafrTxoebis uzrunvelyofis, reklamis,

fasebis kontrolis da a.S. sferoebSi mimdinare

movlenebidan ram SeiZleba imoqmedos firmis

marketingul strategiaze?

v) kulturuli faqtorebi

1) rogoria sazogadoebis damokidebuleba mewarme-

obisa da firmis mier gamoSvebuli saqonlismimarT?

2) momxmarebelTa cxovrebis wesSi da warmodgeneb-

Si, agreTve, mewarmeobis sferoSi momxdari ro-

meli 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



86

1) rogoria arsebuli da potenciuri SemkveTebis Se-

xedulebebi firmis da misi konkurentebis reputa-

ciaze, SeTavazebul saqonelze da momsaxurebaze,

savaWro aparatsa da fasebze?

2) rogor iReben yidvaze gadawyvetilebas sxvadasxva

segmentis SemkveTebi?

g) konkurentebi

1) vin arian ZiriTadi konkurentebi? rogoria maTi

amocanebi da strategiebi, Zlieri da susti mxa-

reebi, maTi bazris wilis maCveneblebi?2)

rogori tendenciebi imoqmedebs momavalSi konku-

renciaze da saqonlis Semcvlelebis gavrceleba-

ze?

d)ganawilebis sistema da dilerebi

1) ras warmoadgens ZiriTadi savaWro arxebi, romel-

Ta meSveobiTac saqoneli dayavT momxmareblamde?

2)

rogoria sxvadasxva savaWro arxis efeqtianobisdone 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 organizaciebi1)

rogoria prognozebi satransporto momsaxurebis

xelmisawvdomobisa da fasebisgan damokidebule-

biT?

2) rogoria prognozebi sasawyobo momsaxurebis xel-

misawvdomobisa da fasebisgan damokidebulebiT?

3) rogoria prognozebi dafinansebis xelmisawvdomo-

bisa da fasebisgan damokidebulebiT?



87

4) ramdenad efeqtianad muSaobs sareklamo saagento?

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 saqmianobis programa1) mkafiod aris firmis programa orientirebuli

sabazro saqmianobaze? realuria is?

b) marketingis amocanebi da miznebi

1) gadmocemulia Tu ara firmis da misi marketingis

amocanebi mkafiod Camoyalibebuli miznebis saxiT,

rac daexmareba xelmZRvanelobas marketingis da-

gegmvasa da miRweuli Sedegebis gazomvaSi?2) Seesabameba Tu ara marketinguli amocanebi firmis

realur konkurentul mdgomareobas, mis resur-

sebs da SesaZleblobebs?

g)strategia

1) ras warmoadgens marketingis fuZemdebluri stra-

tegia, romelic mowodebulia uzrunvelyos dasa-

xuli amocanebis miRweva? dasabuTebulia Tu arais?

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

teritoriebisa da saqonlis mixedviT?



88

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, saqonlis,

saboloo momxmareblis da teritoriebis mixedviT

danawilebis TvalsazrisiT?

b)

funqciuri efeqtianoba1) kargad aris Tu ara kavSiri damyarebuli da yo-

veldRiuri samuSao urTierTobebi marketingisa da

gasaRebis samsaxurebs Soris?

2) efeqtianad muSaobs Tu ara sistema saqonlis

mmarTvelebis meSveobiT? SeuZliaT Tu ara saqon-

lis mmarTvelebs dagegmon ara marto gayidvis mo-

culoba, aramed mogebac?3)

aris Tu ara marketingis samsaxurSi specialiste-

bis jgufi, romelic saWiroebs damatebiT swavle-

bas, damatebiT motivacias, damatebiT kontrols

an maTi saqmianobis damatebiT Sefasebas?

4) arsebobs Tu ara marketingsa da sawarmoo, samec-

niero-kvleviT, Sesyidvis an safinanso sferoebs



89

Soris urTierTobaSi iseTi problemebi, romlebic

moiTxoven gansakuTrebul yuradRebas ?

nawili IV. marketingis sistemebis revizia

a) marketinguli informaciis sistema

1) uzrunvelyofs Tu ara marketinguli informaciis

Sekrebis sistema zusti, sakmaod sruli da aqtua-

luri monacemebis miRebas bazarze mimdinare mov-

lenebze?

2)

firmis xelmZRvanelebi sakmarisi zomiT iyenebenTu 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 da sa-

qonelmoZraobis arxebis analizs?

3) regularulad tardeba Tu ara marketinguli xar-

jebis analizi?

d) axali saqonlis damuSavebis sistema



90

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 teritoriebisa da ganawilebis ar-

xebis momgebianoba?

2)

unda mokidos Tu ara xeli firmam romelime axalsegments, 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 saqmiano-

bis calkeuli saxeebi gadametebul danaxar-jebTan? SeiZleba Tu ara zomebis miReba maT

Sesamcireblad?

nawili VI. marketingis funqciuri Semadgenlebis revizia

a) saqoneli

1) rogori amocanebi dgas saqonlis konkretuli

asortimentuli jgufis winaSe? dasabuTebulia



91

Tu ara amocanebi? pasuxobs Tu ara arsebuli

asortimenti maT winaSe mdgom amocanebs?

2) moixsnas Tu ara saqoneli warmoebidan TandaTano-

biT?

3) aris Tu ara axali saqoneli, romliTac Rirs

asortimentis Sevseba?

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 gamomdinareobs

fasebi TviTRirebulebis, moTxovnis parametrebi-

dan da konkurentuli situaciebis Taviseburebebi-

dan?

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 romelimes

sasargeblod?

d) reklama, gasaRebis stimulireba, sazogadoebasTan ur-

TierToba

1) rogoria firmis reklamis amocanebi? dasabuTebu-

lia Tu ara isini?



92

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 samsaxuri1)

rogori amocanebi dgas firmis gasaRebis samsa-

xuris winaSe?

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?

III TavSi gamoyenebuli marketinguli terminebi

marketingis strategiuli gegma

marketinguli strategia



93

intensiuri zrdis SesaZleblobebi

integraciuli zrdis SesaZleblobebi

diversifikaciuli zrdis SesaZleblobebi

Rrmad SeRweva bazarze

bazris sazRvrebis gafarToeba

saqonlis srulyofa

regresiuli integracia

progresuli integracia

horizontaluri integracia

koncentruli diversifikacia

horizontaluri diversifikaciakonglomeratuli diversifikacia

Swot-analizi

marketingis strategia

marketingis kontroli

marketing-auditi

marketingis revizia

marketingis sarevizio gegma



94

reziume

marketingis efeqtianobis uzrunvelyofaSi did rols

asrulebs dagegmva, romelSic igulisxmeba strategiuli da

taqtikuri gegmebis Sedgenisa da Sesrulebis procesi.

marketingis dagegmva ori saxisaa: strategiuli da taq-

tikuri.

strategiul dagegmvaSi igulisxmeba sawarmos miznebsa

da maTi miRwevis potenciur SesaZleblobebs Soris Sesabami-

sobis Seqmnisa da SenarCunebis mmarTvelobiTi procesi. taq-

tikuri dagegmva gulisxmobs im konkretul qmedebebs, ro-melTa ganxorcielebiTac miiRweva strategiuli gegmiT gan-

sazRvruli amocanebi.

strategiuli dagegmvis procesi moicavs oTx etaps: sa-

warmos misiis formulireba, miznebisa da amocanebis gansaz-

Rvra, biznes-portfelis Sedgena, zrdis strategiis SerCeva.

sawarmos misiaSi igulisxmeba is Tavdapirveli mizani, ris-

Tvisac Seiqmna sawarmo. misiis safuZvelze ganisazRvrebamarTvis calkeuli donisa da sferosTvis miznebi da amoca-

nebi, romelTa praqtikuli gadawyvetac uzrunvelyofs misiis

miRwevas. amis Semdeg muSavdeba biznes-portfeli, romelic

gulisxmobs sawarmos profilis ganmsazRvreli saqmianobis

da saqonlis saxeebs. marTvis procesis bolo etapze gani-

sazRvreba sawarmos zrdis SesaZleblobebi intensiur, integ-

raciul da diversifikaciul doneebze. intensiuri zrdisSesaZleblobebs iyeneben maSin, roca arsebuli bazrebis Se-

saZleblobebi mTlianad ar aris amoqmedebuli. intensiuri

zrdis SesaZleblobebSi Sedis Rrmad SeRweva bazarze, baz-

ris sazRvrebis gafarToeba da saqonlis srulyofa. integra-

ciuli zrdis SesaZleblobebs sawarmoebi iyeneben maSin, ro-

ca saqmianobis calkeuli saxis mixedviT myari pozicia aqvT

bazarze da SesaZlebelia damatebiTi Semosavlebis miReba



95

dargis SigniT manevrirebis gziT. ganasxvaveben regresiul,

progresul da horizontalur integracias. diversifikaciu-

li zrdis SesaZleblobebs sawarmoebi mimarTaven maSin, roca

dargi aRar iZleva zrdis saSualebas. diversifikaciuli

zrda SeiZleba iyos sami saxis: koncenrtuli, horizontalu-

ri da konglomeratuli.

am TavSi garkveuli adgili ukavia marketingis gegmis,

rogorc biznes-gegmis erT-erTi nawilis, daxasiaTebas. marke-

tingis gegma, specialistebis azriT, unda moicavdes Semdeg

qvedanayofebs: reziume, bazris mdgomareobis analizi, Swot-

analizi, amocanebi da problemebi, marketingis strategia,moqmedebaTa programa, biujeti, kontroli.

marketinguli saqmianobis efeqtianobis uzrunvelyofaSi

mniSvnelovan rols asrulebs kargad organizebuli kontro-

lis sistema. marketingis kontrolis efeqtianobisTvis auci-

lebelia, rom is iyos strategiuli xasiaTis, Catardes

droulad, iyos martivi da ekonomiuri. marketingis kontro-

lis mizania krizisuli situaciebis Tavidan acileba da da-saxuli miznis miRweva da ara gegmiuri maCveneblebidan ga-

daxris dafiqsireba. praqtikaSi xorcieldeba operatiuli

da strategiuli kontroli. operatiul kontrolSi Sedis

wliuri gegmebis Sesrulebis da momgebianobis kontroli.

strategiuli kontrolis mizania ZiriTadi marketinguli

strategiebis Sedareba maTi MmiRwevis SesaZleblobebTan.

strategiuli kontroli xorcieldeba marketing-auditis,anu marketingis reviziis saxiT. marketing-audits an TviTon

sawarmo axorcielebs sakuTari samsaxuris meSveobiT an ki-

dev specializebuli organizaciebi atareben miRebuli Sekve-

Tebis Sesabamisad da saTanado anazRaurebis pirobebSi.



96

Tavi 4. marketinguli garemo

IV Tavis swavlebis miznebi


1) marketingis mikro da makro garemos arsSi garkveva

da maTSi Semavali faqtorebis CamoTvla;

2) mikrogaremoze pirdapir moqmedi Zalebis zemoqmedebis

meqanizmis aRwera;

3) biznesis ganviTarebaze demografiul da ekonomikur

garemoSi momxdari cvlilebebis axsna;

4) marketingis ganviTarebaze moqmedi sakanonmdeblo ba-

zis daxasiaTeba;

5) myidvelobiT qcevaze kulturuli garemos gavlenis

aRwera;

6) marketingze samecniero-teqnikuri garemos ganviTare-

bis donis zemoqmedebis axsna;

7)

bunebrivi garemos rolis axsna biznesis da Sesabami-

sad marketingis ganviTarebaSi. bunebrivi garemos dac-

vis aucileblobis gacnobiereba Bbiznesis ganxorcie-

lebis procesSi.

4.1. marketinguli garemos arsi da saxeebi

nebismieri sawarmo Tavis saqmianobas warmarTavs misgandamoukideblad arsebuli Zalebisa da faqtorebis zemoqmede-

bis pirobebSi. isini sawarmoze zogjer dadebiTad moqmedeben

da farTo SesaZleblobebs uqmnian ukeTesad muSaobisTvis,

magram zogjer did safrTxesac warmoadgenen misTvis. amitom

saWiroa marketingis kompleqsis elementebi swored maTi

gavlenis gaTvaliswinebiT ganisazRvros. aseTi midgomis ga-

reSe sawarmo SeiZleba Zalian dazaraldes da gakotrdes ki-



97

dec an kidev saTanadod ver gamoiyenos ukeTesad muSaobis

realurad arsebuli SesaZleblobebi.

sawarmosgan damoukideblad arsebuli da mis saqmianoba-

ze uSualod an arapirdapir moqmedi subieqtebi da Za-

lebi, agreTve, TviTon sawarmo Tavisi qvedanayofebiT

da umaRlesi donis xelmZRvanelebiT, qmnian sawarmos

marketingul garemos (ix. nax .4.1.).

nax. 4.1. sawarmos marketinguli garemo



98

marketingis specialistebma Tvalyuri unda adevnon

marketinguli garemos cvlilebebs da miawodon xelmZRvane-

lebs swori gadawyvetilebis misaRebad aucilebeli informa-

cia arsebuli SesaZleblobebis gamoyenebis an mosalodneli

saSiSroebebis Tavidan asacileblad.

sawarmos marketinguli garemo or nawilad iyofa: mik-

rogaremo da makrogaremo, anu Sida da gare marketinguli

garemo.

mikrogaremoSi Sedis TviTon sawarmo Tavisi qvedanayo-febiT (marketingis, sawarmoo, gasaRebis, samecniero-kvlevi-

Ti, safinanso, materialur-teqnikuri momaragebis, buRalte-

ria) da umaRlesi donis xelmZRvanelebiT, agreTve, mis saq-

mianobaze moqmedi ZalebiT, kerZod, momwodeblebiT, momxma-

reblebiT, konkurentebiT, SuamavlebiT, sakontaqto audito-

riiT.

marketingis qvedanayofis saqmianobis efeqtianoba uSua-lod aris damokidebuli sxva qvedanayofebTan kavSirurTier-

Tobis xarisxze, radgan isini erT mizans-momxmarebelTa moT-

xovnis Sesabamisi saqonlis warmoebasa da realizacias- emsa-

xurebian. rac ufro mWidro kavSiri myardeba maT Soris, miT

maRalia saerTo miznis miRwevis albaToba. marTalia, saqo-

neli uSualod sawarmoo qvedanayofis mier iqmneba, magram

is saTanadod ver daakmayofilebs momxmarebelTa moTxovni-lebebs, Tu misi warmoebisa da realizaciis procesSi aqtiu-

rad ar CaerTo samecniero-kvleviTi, marketingis da gasaRe-

bis qvedanayofebi. saqonlis warmoebis da realizaciis pro-

cesis efeqtianobisTvis aucilebelia nedleuli, masalebi,

manqana-mowyobilobebi, finansebi, saTanado ganaTlebis mqone

kadrebi, riTac sawarmos Sesabamisi qvedanayofebi uzrunvel-

yofen. materialur-teqnikuri momaragebis qvedanayofis daniS-



99

nulebaa sawarmos momarageba saqonlis dasamzadeblad saWiro

nedleuliTa da masalebiT, manqana-mowyobilobebiT. safinanso

qvedanayofi awesrigebs fuladi saxsrebis moZraobas-mozid-

vas, dagrovebasa da gamoyenebas. kadrebis qvedanayofis daniS-

nulebaa saTanado profesiisa da ganaTlebis mqone specia-

listebis mozidva. finansuri resursebis moZraobis swori

aRricxvis gareSe SeuZlebelia sawarmos normalurad fun-

qcionireba. aRricxvas axorcielebs buRalteria.

makrogaremo Yyalibdeba sawarmosgan damoukideblad ar-

sebuli da mis saqmianobaze arapirdapir moqmedi demografiu-

li, kulturuli, ekonomikuri, politikur-samarTlebrivi,samecniero-teqnikuri da bunebrivi faqtorebisgan. sawarmo

aRniSnul faqtorebze gavlenas ver axdens. es faqtorebi

zogjer arapirdapiri gziT Zlierad moqmedeben sawarmoTa

saqmianobaze. amitom saWiroa CamoTvlili faqtorebis zemoq-

medebis Seswavla da maTi moqmedebis gamo SesaZlo mosalod-

neli saSiSroebebis Tavidan asacileblad RonisZiebebis gata-

reba an arsebuli, magram sawarmosaTvis dafaruli, SesaZle-bobebis droulad gamovlena da gamoyeneba bazarze konkuren-

tuli upiratesobebis mosapoveblad.

4.2. mikrogaremoze uSualod moqmedi faqtorebis daxasiaTeba

saqoneli da momsaxureba sawarmoebSi iqmneba da iyidebamomwodeblebis, momxmareblebis, konkurentebis, Suamavlebs,

sakontaqto auditoriis zemoqmedebis pirobebSi.

sawarmos momwodeblebia sxva sawarmoebi da kerZo pi-

rebi, romlebic sawarmos da mis konkurentebs amarage-

ben saqonlisa da momsaxurebis sawarmoeblad saWiro

materialuri, adamianiseuli da finansuri resursebiT.



100

materialur resursebs miekuTvneba: nedleuli da masa-

lebi, manqana-danadgarebi, energiis wyaroebi. maTi miwodebis

moculoba da struqtura damokidebulia sawarmos miznebsa

da amocanebze, bazarze Seqmnil mdgomareobaze, sawarmos fi-

nansur SesaZleblobebsa da sxva faqtorebze.

finansuri resursebia saqonlis an momsaxurebis sawar-

moeblad avansad gaRebuli fuladi kapitali.

adamianiseul resursebs miekuTvneba kadrebi, romelTa

profesionalizmi uSualod moqmedebs sawarmos saqmianobis

saboloo Sedegebze.

sxvadasxva dargis sawarmoebs erTmaneTisgan mkveTradgansxvavebuli materialuri resursebi esaWiroebaT. gansxva-

vebulia, agreTve, kadrebis profesiuli Semadgenlobac. ase,

magaliTad, samSeneblo kompaniam Tavisi saqmianobis gansaxor-

cieleblad unda Seisyidos rkina-betonis konstruqciebi,

aguri, cementi, sadenebi, CamrTvelebi da sxva masalebi. is

yidulobs, agreTve, satvirTo manqanebs, amweebs, sxvadasxva

saxis inventars da daproeqtebisTvis saWiro saqonels, qira-obs saTanado ganaTlebis mqone specialistebs (inJinrebs, ar-

qiteqtorebs, ekonomistebs), kvalificiur da damxmare mu-

Sebs. sruliad gansxvavebuli materialuri resursebi da gan-

sxvavebuli kvalifikaciis kadrebia saWiro samkervalo sa-

warmos funqcionirebisTvis.

momwodeblebi metad mniSvnelovan rols asruleben ne-

bismieri dargis da sferos sawarmoTa saqmianobaSi. Tu mom-wodebelma ar daicva xelSekrulebiT gaTvaliswinebuli pi-

robebi, ver SeZlo an ar moindoma miwodebis pirobebis dac-

va, sawarmo ver SeZlebs Tavisi momxmareblebis moTxovnile-

bebis dakmayofilebas. marketinguli qvedanayofi valdebulia

sistematurad daakvirdes momwodeblebis saqmianobas, Seiswav-

los maTi Zlieri da susti mxareebi, maTi finansuri mdgo-

mareoba. amis safuZvelze is Tavisi kompetenciis farglebSi



101

miiRebs gadawyvetilebebs an kidev mopovebul informacias

miawvdis umaRlesi donis xelmZRvanelobas momwodeblebis

SerCevis procesSi gamosayeneblad an ukve arsebul momwo-

deblebze saWiro zemoqmedebis mosaxdenad.

momwodeblebis SerCevaSi monawileoba sawarmos marke-

tinguli samsaxuris metad sapasuxismgeblo movaleobaa. Ser-

Ceva xorcieldeba momwodeblebis saqmianobis Sefasebis gziT,

saqmianoba ki fasdeba Semdegi maCveneblebiT: xelSekrulebiT

gaTvaliswinebuli vadebis dacva, mowodebuli saqonlis xa-

risxis Sesabamisoba dadgenil standartebTan an SeTanxmebul

pirobebTan, operatiuloba SemkveTis axali moTxovnilebebisGgaTvaliswinebis saqmeSi, SeTanxmebuli fasebis dacva, dama-

tebiTi momsaxurebis aRmoCenis SesaZleblobebi. Tu sworad

SeirCa momwodebeli, didia albaToba imisa, rom sawarmo

ritmulad imuSavebs da dadgenili gegmebis Sesabamisad mom-

xmarebelTa moTxovnilebebis dakmayofilebas SeZlebs. amiT

izrdeba momxmareblebze sawarmos dadebiTi gavlenis done,

rac xels uwyobs SemdgomSi sawarmos warmatebiT funqcioni-rebas.

momxmareblebi anu klientebi, sawarmos saqmianobaze

moqmedi ZiriTadi Zalaa. momxmareblebzea damokidebuli sa-

warmos mier warmoebuli da realizebuli produqciis asor-

timenti, xarisxi, raodenoba da fasi. sawarmos saqmianobis

efeqtianobis gasaRebi momxmareblebis interesebs eqvemdebare-

ba. momxmarebelTa moTxovnilebebis Seswavla sawarmos marke-tinguli samsaxuris movaleobaa.

momxmareblebi arian is fizikuri da iuridiuli pirebi,

romlebic yiduloben da moixmaren mocemuli sawarmos

saqonels.

ganasxvaveben momxmareblebis Semdeg tipebs: fizikuri

pirebi, romlebic saqonels yiduloben individualuri moT-

xovnilebebis dasakmayofileblad; sxva sawarmoebi, romlebic



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saqonels yiduloben warmoebis procesSi gamosayeneblad; Su-

amavlebi, romlebic saqonels yiduloben Semdgomi gayidvis

mizniT; saxelmwifo organizaciebi, romlebic saqonels iyene-

ben komunaluri momsaxurebis sferoSi da qvelmoqmedebis-

Tvis; saerTaSoriso bazris subieqtebi.

marketinguli Suamavlebi arian is sawarmoebi da fi-

zikuri pirebi, romlebic exmarebian mocemul konkre-

tul sawarmos saqonlis momxmareblisken gadaadgileba-

sa da gasaRebaSi.

Suamavlebs miekuTvnebian savaWro Suamavlebi, saqonel-

moZraobis organizaciis dargSi daspecialebuli sawarmoebi,marketinguli momsaxurebis saagentoebi da safinanso-sakre-

dito dawesebulebebi.

saqonlis realizacia ZiriTadad savaWaro Suamavlebis

mier xorcieldeba. isini exmarebian kompanias momxmareblebis

gamoZebnaSi an TviTon yidian maT saqonels. savaWro Suamav-

lebs miekuTvnebian: biTumad da sacalod movaWreni, agentebi,

brokerebi, komivoiaJorebi, konsignantebi, distributorebi.savaWaro Suamavlebis SerCeva ar aris advili. ganviTarebuli

Qqveynebisgan gansxvavebiT saqarTveloSi saqonlis momxmareb-

lamde gadaadgilebiT da uSualod gayidviT upiratesad mci-

re sawarmoebia dakavebuli. maT Sesaxeb umetesad saTanado

informaciac ar moipoveba imis gamo, rom xSirad icvlian

profils. amitom saimedo partnioris moZebna (saqonlis

momxmareblamde dasayvanad da gasayidad) Znelia. Tumca msxvi-li kompaniebisgan gansxvavebiT mcire sawarmoebs ara aqvT Se-

saZlebloba Tavisi pirobebi ukarnaxon saqonlis mwarmoeb-

lebs.

saqonelmoZraobis organizaciis dargSi daspecialebuli

sawarmoebi uzrunvelyofen saqonlis moZraobas warmoebidan

momxmareblisken. isini saqonels inaxaven sawyobebSi da gada-

adgileben mas transportis meSveobiT momxmareblamde, pasu-



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xismgeblobas kisruloben saqonlis Senaxvaze da gadazidvi-

sas optimaluri pirobebis dacvaze, tvirTis usafrTxoebaze.

am tipis sawarmoebs miekuTvneba sawyobebi da satransporto

firmebi. sawyobebi agroveben da inaxaven saqonels warmoebi-

dan momxmareblamde gadaadgilebis procesSi. satransporto

sawarmoebis tipi damokidebulia transportis saxeze. saqon-

lis gadazidvas axorcieleben rkinigziT, avtotransportiT,

aviaciiT, wylis transportiT da sxv. mwarmoeblebi da gam-

saReblebi, rogorc wesi, cdiloben gadazidvisas isargeblon

iafi transportiT ise, rom tvirTi ar daziandes da ar dai-

tacon.marketinguli momsaxurebis saagentoebis daniSnulebaa

marketinguli kvlevebis Catareba miRebuli SekveTebis Sesa-

bamisad. marketinguli kvlevis FCasatareblad saagentos

mwarmoebeli sawarmo irCevs iq dasaqmebuli muSakebis kvali-

fikaciis, Sesrulebuli samuSaoebis xarisxis, fasis mixed-

viT. marketinguli momsaxurebis saagentoebTan erTad sawar-

moebs sxvadasxva saxis marketingul momsaxurebas uweven sa-reklamo saagentoebi da marketingis sakonsultacio firmebi.

fasian sakonsultacio momsaxurebas sawarmo iyenebs maSin,

roca mas amisTvis ar hyofnis Zalebi an kidev Zviri ujdeba

marketinguli kvlevebis Catareba da saqonlis damoukideb-

lad reklamireba.

safinanso-sakredito dawesebulebebi, bankebi, sakredi-

to, sadazRvevo organizaciebi exmarebian sawarmos garigebaTadafinansebasa da gaweuli riskisgan dazRvevaSi. metad mniS-

vnelovania safinanso-sakredito dawesebulebebTan myari kav-

Siris damyareba. amiT sawarmo Tavidan aicilebs kreditis

moulodnel gaZvirebas, zogjer ki dakreditebis wyaros sa-

erTod dakargavs.

nebismieri sawarmo Tavis saqmianobas sabazro ekonomika-

Si konkurenciis pirobebSi axorcielebs.



104

konkurentebia is sawarmoebi, romlebic bazarze upi-

rispirdebian mocemuli konkretuli sawarmos saqonels

an momsaxurebas analogiuri saqonliT an momsaxurebiT.

sawarmos warmateba bazarze damokidebulia konkuren-

tebTan dapirispirebis unarsa da konkurenciul brZolaSi

upiratesobis mopovebaze. sawarmoebma marketingis strategia

unda gansazRvron konkurentuli garemos mixedviT, romelic

bazris tipis (wminda an srulyofili konkurenciis bazari,

wminda monopoliis bazari, monopolisturi konkurenciis ba-

zari, oligopolisturi konkurenciis bazari) Sesabamisad ya-

libdeba.wminda konkurenciis bazari Tanamedrove pirobebSi iS-

viaTia. am bazarze iyideba erTgvarovani produqcia (soflis

meurneobis produqtebi, nedleuli), romlis momwodebelsac

myidvelisTvis ara aqvs arsebiTi mniSvneloba. bazarze mxo-

lod fasiseuli konkurenciaa. aseT pirobebSi minimaluria

sawarmos daintereseba marketinguli saqmianobiT.

monopolisturi konkurenciis bazarze msgavsi, magramara identuri saqonlis bevri gamyidvelia. fasiseul konku-

renciasTan erTad did rols asrulebs arafasiseuli faqto-

rebic, kerZod, xarisxi, gaformeba, reklama da sxva. marke-

tingis strategia emyareba produqciis diferencirebas da

bazris segmentacias.

wminda monopoliis pirobebSi bazarze erTi sawarmoa

gabatonebuli. is Tavis fass sTavazobs myidvels, romeliciZulebulia iyidos saqoneli SeTavazebul fasebSi imis gamo,

rom bazarze ar aris konkurencia.

oligopoliis mTavari niSania bazarze ramdenime sawar-

mos gabatoneba. am dros konkurencia Zlieria. magram imav-

droulad sawarmoebi erTmaneTze arian damokidebulni. ba-

zarze iyideba rogorc erTgvarovani, e. i. standartuli sa-

qoneli, ise diferencirebuli, e. i. saxvadasxva parametris



105

mixedviT gansxvavebuli saqoneli. oligopolistur bazarze

mniSvnelovan rols asrulebs marketingi. sawarmo operatiu-

lad reagirebs marketingul garemoSi momxdar cvlilebebze.

konkurentul garemoze dakvirvebiT SesaZlebeli xdeba

konkurenciuli brZolis qmediTi meTodebisa da xerxebis

SerCeva da praqtikuli gamoyeneba.

bazris subieqtebTan kavSirs sawarmo amyarebs sakontaq-

to auditoriis meSveobiT.

sakontaqto auditorias Seadgenen is calkeuli pirebi

da sawarmoebi, romlTac realurad ainteresebT moce-

muli sawarmos saqmianoba da gavlenas axdenen mis

unarze - miaRwios dasaxul miznebs.

sakontaqto auditoriam SeiZleba xeli Seuwyos sawar-

mos saqmianobas bazarze an, piriqiT, Seaferxos misi funqci-

onireba. sakontaqto auditoria SeiZleba iyos saqvelmoqme-

do, saZiebo, sasurveli an arasasurveli. saqvelmoqmedoa is

auditoria, romelic dakavebulia qvelmoqmedebiT. saZieboa

auditoria, romlis yuradRebis miRwevasac cdilobs mocemu-li sawarmo, magram amas yovelTvis ver axerxebs. aseTia, ma-

galiTad, masobrivi informaciis saSualebebi. sasurvelia au-

ditoria, romlis dainteresebasac cdilobs sawarmo imitom,

rom masze uSualod aris damokidebuli misi saqmianobis Se-

degebi. aseTia sawarmos saqmianobis mimarT dadebiTad ganwyo-

bili momxmarebelTa jgufi. arasasurvelia auditoria, rom-

lis yuradRebis mipyroba sawarmos interesebSi ar Sedis,radgan is uaryofiTad aris ganwyobili sawarmosa da mis sa-

qonelze, magaliTad, negatiurad ganwyobili momxmareblebi.

arsebobs sakontaqto auditoriis Semdegi tipebi: finan-

suri wreebi, masobrivi informaciis saSualebebi, saxelmwi-

fo dawesebulebebi, moqalaqeTa sazogadoebrivi gaerTianebebi,

adgilobrivi sazogadoeba, mTeli sazogadoeba, sakuTari Ta-

namSromlebi.



106

finansur wreebs miekuTvneba bankebi, sainvesticio kom-

paniebi, safondo birJis sabrokero kantorebi, aqcionerebi.

isini gavlenas axdenen sawarmoSi kapitalis moZraobisa da

dagrovebis procesze.

masobrivi informaciis saSualebebia: gazeTebi, Jurnale-

bi, radio, televizia. isini avrceleben informacias sawarmo-

sa da mis saqonelze statiebis gamoqveynebiT, axali ambebis

gamocxadebiT, komentaris gakeTebiT da a.S. gavrcelebuli in-

formacia momxmareblebs da mTlianad sazogadoebas dadebi-

Tad an uaryofiTad ganawyobs mocemuli konkretuli sawar-

mos mimarT.sawarmoebma aucileblad unda gaiTvaliswinon saxel-

mwifo sferoSi arsebuli mdgomareoba TavianTi saqmianobis

ganxorcielebisas.

moqalaqeTa sazogadoebriv gaerTianebebs miekuTvneba ma-

Ti surviliT Seqmnili sazogadoebrivi organizaciebi, ro-

melTa mizania momxmarebelTa interesebis, garemos dacva da

a.S. aseTebia: momxmarebelTa sazogadoeba, saTnoebis sazoga-doeba, mwvaneTa gaerTianeba da sxv. moqalaqeTa sazogadoebri-

vi gaerTianebebis Sexedulebebis gamosavlenad da maTTan

kontaqtis dasamyareblad msxvili sawarmoebi qmnian sazoga-

doebrivi azris Semswavlel qvedanayofebs.

nebismieri sawarmos saqoneli iyideba konkretul sazo-

gadoebaSi, romelTanac kontaqti misTvis aucilebelia. amis

gareSe mas gauWirdeba adgilobriv bazarze gasvla.mTeli sazogadoeba mocemuli konkretuli sawarmos-

Tvis ar warmoadgens organizaciul Zalas, magram Tu misi

damokidebuleba sawarmos saqmianobis mimarT uaryofiTia, is

ver SeZlebs efeqtianad muSaobas.

sakuTari TanamSromlebis dadebiTi ganwyoba sawarmos

mimarT xSirad vrceldeba sakontaqto auditoriis sxva saxe-

ebzec, rac aCqarebs saqonlis realizaciis process. amitom



107

nebismieri sawarmos xelmZRvaneloba unda ecados Seqmnas sa-

warmoSi dadebiTi moraluri klimati.

4.3. makrogaremoSi moqmedi ZiriTadi faqtorebi

marketingis makrogaremoSi moqmedi demografiuli, kul-

turuli, ekonomikuri, politikur-samarTlebrivi, samecnie-

ro-teqnikuri da bunebriv-klimaturi faqtorebis gavlena sa-

warmos saqmianobaze, marTalia,aSkarad ar Cans, magram rea-

lurad isini arsebiT gavlenas axdenen misi muSaobis Sede-

gebze.marketingis yuradRebis centrSi, pirvel rigSi, demog-

rafiuli garemoa, vinaidan marketingis mizani momxmareblis

gamoZebna da misi moTxovnilebebis dakmayofilebaa, momxmare-

beli ki, upirveles yovlisa, mosaxleobaa. mosaxleobis erTi

nawilis mier iqmneba is saqonelic, romelic mocemul kon-

kretul sawarmos gamoaqvs bazarze gasayidad.

demografiul garemoSi mimdinare cvlilebebis amsaxvelmaCveneblebSi safuZvlianad garkvevis gareSe naklebad SesaZ-

lebelia bazarze efeqtianad muSaoba. mosaxleobis raodenoba

da sqesobriv-asakobrivi Semadgenloba, Sobadoba, sikvdilia-

noba, migracia, dasaqmeba, religiuri rwmena, ojaxebis raode-

noba da Semadgenloba, ojaxis sasicocxlo ciklis etapi is

ZiriTadi demografiuli maCveneblebia, romlebic met-nakle-

bi zomiT gavlenas axdenen sxvadasxva dargisa da sferos sa-warmoTa saqmianobaze.

mosaxleobis raodenobis zrda, bunebrivia, ganapirobebs

moTxovnilebaTa zrdas. ZiriTadi moTxovnilebebi aucileb-

lad unda dakmayofildes. amis gareSe mosaxleobas fizikuri

ganadgurebis safrTxe daemuqreba, rac, Tavis mxriv, socia-

lur afeTqebas gamoiwvevs. mosaxleobis raodenobis Semcire-

bac axdens gavlenas sawarmoTa saqmianobaze. mosaxleobis ra-



108

odenobis SemcirebiT Sekvecili moTxovnilebebi, sxva Tanabar

pirobebSi, moiTxovs warmoebis Sekvecas an kidev axali baz-

rebis gamoZebnas.

mosaxleobis asakobrivi struqturis cvlileba gansxva-

vebulad moqmedebs ekonomikis sxvadasxva dargis ganviTareba-

ze. dRes saqarTvelos mosaxleobis asakobriv struqturaSi

warmoebis mTeli rigi dargebis ganviTarebisTvis arasasurve-

li cvlilebebi xdeba. gamoikveTa mosaxleobis daberebis

tendencia. amis mizezi, erTi mxriv, Sobadobis Semcireba da

sikvdilianobis zrda, meore mxriv, gare migraciis masStabe-

bis gafarToebaa. mosaxleobis Semosavlebi da, Sesabamisad,misi myidvelobiTi unari Semcirda. aseT pirobebSi, cxadia,

mosaxleobis didi nawili mxolod pirveladi moTxovnilebis

saqonels yidulobs. amiT sxva daniSnulebis saqonlis war-

moebisa da realizaciis masStabebi mkveTrad mcirdeba.

Sobadobis Semcirebis gamo saqarTveloSi Semcirebulia

bavSvTa raodenoba. 1989 wlis dasawyisisTvis 0-14 wlis

asakis bavSvTa raodenoba mTeli mosaxleobis 24,8% iyo.1996 wlis dasawyisisTvis es maCvenebeli 22,6, xolo 2000

wels 21,3%-s Seadgenda. 2006 wlisTvis 0-14 wlis asakis

bavSvebis xvedriTi wona mosaxleobis mTliani raodenobis

18,4% iyo. cxadia, aseT pirobebSi momavalSi Semcirdeba mo-

zardTa bazaric, romelic TiTqmis yovelTvis da yvela qve-

yanaSi gansakuTrebiT izidavs sawarmoTa xelmZRvanelobas.

mozardebi, ekonomikuri pirobebis miuxedavad, sxva asakobrivjgufebTan SedarebiT saqonlis ufro aqtiur myidvelebad

rCebian.

mosaxleobis raodenobis da sqesobriv-asakobrivi

struqturis cvlilebebi aucileblad unda gaiTvaliswinon

sawarmoebma marketingis strategiis damuSavebisa da miznob-

rivi bazrebis SerCevis dros, vinaidan amas xSirad Sedegad

mosdevs cvlilebebi moTxovnilebebSi. erTi da imave saqon-



109

lis moxmareba sxvadasxva asakobriv jgufSi xSirad gansxva-

vebulia da zogjer radikaluradac ki.

saqonlis bevri saxis moxmareba dakavSirebulia ojaxe-

bis da ojaxebSi bavSvebis raodenobasTan. ojaxebis raodeno-

ba da Semadgenloba, Tavis mxriv, ukavSirdeba qorwinebaTa da

ganqorwinebaTa raodenobas. yovelive aRniSnuli mxedveloba-

Si unda miiRon marketingis strategiis gansazRvris dros.

dRes saqarTveloSi am mxriv araxelsayreli mdgomareobaa.

1980 welTan SedarebiT 2006 wels qorwinebaTa ricxvi 2,3-

jer, Semcirda. amave periodSi, ganqorwinebebic Semcirebis

tendenciiT xasiaTdeba, rac dadebiTad unda Sefasdes. saqar-TeloSi izrdeba im adamianTa ricxvic, romlebic erTmaneT-

Tan registrirebuli qorwinebis gareSe cxovroben. ganqorwi-

nebulebi, qvrivebi da registrirebul qorwinebaSi armyofi

pirebi saqonlis yidvis da moxmarebis TvalsazrisiT Seadge-

nen momxmarebelTa specifikur jgufebs. martomcxovreb ada-

mianebs sWirdebaT SedarebiT mcire zomis bina, wvrilad da-

fasoebuli kvebis produqtebi da a.S.realizebuli saqonlis saxeebi da saxesxvaobebi uSua-

lod aris damokidebuli xalxis ganaTlebis doneze. norma-

lur pirobebSi ganaTlebis donis amaRleba zrdis moTxovni-

lebas maRalxarisxovan saqonelze, wignebze, kulturuli da-

niSnulebis sagnebze, dasvenebasa da mogzaurobaze.

kulturul garemoSi momxdari cvlilebebic axdenen

gavlenas biznesis ganviTarebaze. adamianebi ibadebian da iz-rdebian konkretul sazogadoebaSi, romelic ayalibebs maT

ZiriTad Sexedulebebs, faseulobebs da qcevis normebs da

amis Sesabamisad gansazRvrul moTxovnilebebs. cxovrebaSi

ganasxvaveben pirvelad da meorad kulturul faseulobebs.

pirveladi faseulobebi gacilebiT ufro myaria, vidre meo-

radi, magram garkveul cvlilebas isinic ganicdian. qarTvel-

Ta ZiriTad kulturul faseulobebs miekuTvneba: ojaxis



110

Seqmna, muSaoba, Svilebis aRzrda da ganaTlebis micema maT-

Tvis, mSoblebis pativiscema da Senaxva moxucebulobis dros

da saerTod tradiciebis dacva. ZiriTadi kulturuli fase-

ulobebis Sesaxeb codnas adamianebi, pirvel rigSi, iZenen

ojaxSi mSoblebisgan, Semdeg isini kidev ufro mtkicdeba

skolaSi, umaRles saswavlebelSi, samsaxurSi, eklesiasa da

sxva sazogadoebriv institutebSi. ZiriTadi kulturuli fa-

seulobebis zemoqmedebiT adamianebs uyalibdebaT garkveuli

damokidebuleba sakuTar Tavze, ojaxis wevrebze, megobrebze,

kolegebze, sazogadoebrivi institutebze. am safuZvelze ya-

libdeba adamianis, rogorc momxmareblis, Taviseburebebi sa-qonlis yidvis procesSi.

erTiani kulturis CarCoebSi yalibdeba subkulturebi,

adamianTa jgufebi erTnairi faseulobebiT, romlebic garkve-

ul gavlenas axdenen adamianebis moTxovnilebebis Camoyalibe-

baze. subkulturebi saqarTveloSi SeiZleba gamoiyos regio-

nebis, religiuri rwmenis, erovnebebis mixedviT. sawarmos

marketingulma samsaxurma unda gaarkvios, Tu ra SesaZleb-lobebi aqvs an ra saSiSroebebi emuqreba sawarmos saqmiano-

bas saqonlis gayidvis mxriv ama Tu im subkulturaSi.

saerTo-ekonomikuri mdgomareoba qveyanaSi sawarmoTa

saqmianobaze moqmedebs, upirveles yovlisa, resursebis Rire-

bulebis da momxmarebelTa myidvelobiTi unaris gadidebis an

Semcirebis gziT. saerTo-ekonomikuri faqtorebidan mniSvne-

lovania Semosavlebis sidide, fasebi, danazogebi, kreditismiRebis SesaZlebloba da misi dafarvis pirobebi. mniSnelo-

vania, agreTve, ekonomikuri krizisi da umuSevrobis donis

amaRleba.

sawarmoTa marketingulma samsaxurebma sistematurad

unda adevnon Tvalyuri mosaxleobis Semosavlebis dones da

misi ganawilebis mdgomareobas. dReisTvis saqarTvelos sta-

tistikis saxelmwifo departamentis monacemebiT mosaxleo-



111

bis Semosavlebi CamorCeba saarsebo minimums. 2006 wlisTvis

saarsebo minimumi 106,3 lari iyo, saSualoTviuri Semosava-

li ki 90,2 lars Seadgenda. ase, rom mosaxleobis sakmaod

didi nawili iZulebuli iyo Semosavali, ZiriTadad, sursa-

Tis da sxva aucilebeli saqonlis sayidlad gamoeyenebina.

oficialuri statistikuri monacemebiT, 2006 wlisTvis

mTlianad qveyanaSi samomxmareblo fuladi xarjebi erT

sulze Seadgenda saSualod 77,2 lars. aqedan sursaTze,

sasmelsa da Tambaqos nawarmze modioda 39,0 lari, anu

50,6%, tansacmelsa da fexsacmelze 3,3 lari, anu 5,2%,

transportze 7,1 lari anu 9,2%, saTbobsa da eleqtroe-nergiaze 8,0 lari anu 10,4% da a.S. (ix. cxrili 4.1.). ase,

rom oficialuri monacemebiT, saqarTvelos mosaxleobis

didi nawili Tavis Semosavals mxolod aucilebeli moTxov-

nilebebis dasakmayofileblad iyenebs. maSasadame, saqarTve-

los bazarze raodenobrivi TvalsazrisiT lideroben Raribi

fenebi, romlebic yiduloben mxolod pirveladi moTxovni-

lebis saqonels.Semosavlebi da xarjebi marketingis specialistebma un-

da gaanalizon qalaqis, soflis da regionebis mixedviT.

sawarmoTa marketinguli saqmianobis efeqtianoba bevrad

aris damokidebuli politikur-samarTlebriv garemoze, pir-

vel rigSi, im kanonebsa da kanonqvemdebare aqtebze, romle-

bic aregulireben maT saqmianobas. politikuri garemos nawi-

lia is dawesebulebebic, romlebic kanonebis Sesrulebismdgomareobas akontroleben. saTanadod Seqmnili da moqmedi

sakanonmdeblo baza xels uwyobs momxmarebelTa moTxovnis

Sesabamisi saqonlis an momsaxurebis Seqmnas da gasaRebas,

konkurenciis gaZlierebas, saWiroebis SemTxvevaSi sawarmoTa

saqmianobis SezRudvas momxmareblebis da mTeli sazogadoe-

bis sasargeblod. saqarTveloSi ukanasknel periodSi miiRes



112

cxrili 4.1.

saqarTvelos mosaxleobis fuladi xarjebis

ganawileba erT sulze

# xarjebi 2005w 2006w

samomxmareblo fuladi xarje-

bi sul %-ebSi

aqedan:

100 100

1. sursaTi, sasmeli, Tambaqos na-

warmi

50,4 50,6

2. tansacmeli da fexsacmeli 5,7 5,2

3. saojaxo moxmarebis saqoneli 3,7 3,64. janmrTelobis dacva 7,3 8,0

5. saTbobi da eleqtroenergia 9,7 10,4

6. transporti 10,1 9,2

7. ganaTleba, kultura da dasve-

neba

3,0 3,3

8. sxva samomxmareblo saqoneli 10,1 9,7

wyaro: cxrili gaangariSebulia saqarTvelos statistikis

saxelmwifo departamentis monacemebze dayrdnobiT.

sakmao raodenobis kanonebi biznesSi marketinguli saqmiano-

bis dasaregulireblad (ix. cxrili 4.2).

marketingis samsaxurebis xelmZRvanelebi kargad unda erkve-

odnen im kanonebSi, romlebic aregulireben samewarmeo saqmi-

anobas, kerZod, icaven firmebs erTmaneTisgan, momxmarebels

uvargisi saqonlisgan, sareklamo gancxadebebiT da saqonlismimzidvelad SefuT viT motyuebisgan, sazogadoebas gare-

momcveli samyaros dabinZurebisgan.



113

cxrili 4.2.

biznesis maregulirebeli kanonebi saqarTveloSi

# kanoni ZiriTadi Sinaarsi

1. saqarTvelos kanoni me-

warmeTa Sesaxeb (1999w)

gansazRvravs samewarmeo saqmianobis Sina-

arss da sawarmoTa organizaciul-samar-

Telbriv normebs, maTi Seqmnis wessa da

funqcionirebis pirobebs.

2. saqarTvelos kanoni same-

warmeo saqmianobis li-

cenzirebis Sesaxeb

(1999w)

awesrigebs samewarmeo saqmianobis licen-

zirebasTan dakavSirebul urTierTobebs,

gansazRvravs licenziiT nebadarTuli sa-

mewarmeo saqmianobis saxeebs da licenzi-

is gacemaze uflebamosil saxelmwifo

organoebs, adgens licenziis gacemis, Se-

Cerebis da gauqmebis wess.

3. saqarTvelos kanoni Tavi-

sufali vaWrobisa da

konkurenciis Sesaxeb

(2005w)

gansazRvravs Tavisufali vaWrobis prin-

cipebs, xels uwyobs konkurenciis ganvi-

Tarebas

4. saqarTvelos kanoni rek-

lamis Sesaxeb (1998w)

gansazRvravs reklamis Sinaarss, mis Zi-

riTad saxeebs, aregulirebs sareklamo

saqmianobis ganxorcielebis procesSi

warmoqmnil samarTlebriv urTierTobebs.

5. saqarTvelos kanoni mom-

xmarebelTa uflebebis

dacvis Sesaxeb (1995w)

gansazRvravs momxmarebelTa uflebebs da

maTi dacvis samarTlebriv, ekonomikur da

socialur safuZvlebs saqonlis yidvis,

samuSaoTa Sesrulebis da momsaxurebis

gawevis procesSi.

6. saqarTvelos kanoni sasa- awesrigebs sasaqonlo niSnebis registra-



114

qonlo niSnebis Sesaxeb

(1996w)

cias, maT dacvasa da gamoyenebasTan dakav-

Sirebul urTierTobebs.

7. saqarTvelos kanoni fasi-ani qaRaldebis bazris

Sesaxeb (1999w)

xels uwyobs fasiani qaRaldebis bazrisganviTarebas qveyanaSi, icavs am bazarze

investorTa interesebs, amkvidrebs Tavi-

sufal konkurencias.

8. saqarTvelos kanoni sasa-

qonlo birJebisa da sa-

birJo vaWrobis Sesaxeb

(1999w)

awesrigebs sasaqonlo birJebis Seqmnisa

da funqcionirebis, agreTve, sasaqonlo

sabirJo vaWrobasTan dakavSirebul urTi-

erTobebs.

9. saqarTvelos sagadasaxa-

do kodeqsi

gansazRvravs saqarTvelos sagadasaxado

sistemis formirebisa da funqcionirebis

zogad principebs, gadasaxadis gadamxde-

lebisa da sagadasaxado organoebis sa-

marTlebriv mdgomareobas, sagadasaxado

samarTaldarRvevebis saxeebs. awesebs pa-

suxismgeblobas sagadasaxado kanonmdeb-

lobis darRvevisTvis, gansazRvravs gasa-

Civrebis wess da pirobebs sagadasaxado

organoebis arakanonieri qmedebebisTvis.

mecnierebisa da teqnikis ganviTarebis done qveyanaSi

did gavlenas axdens sawarmos marketingul garemoze. axali

saqoneli, axali teqnologiebi cvlis momxmarebelTa cxov-

rebas, amaRlebs maTi moTxovnilebebis dakmayofilebis dones.is sawarmoebi, romlebic mecnierebisa da teqnikis sferoSi

arsebul miRwevebs droulad iyeneben saqonlis warmoebasa

da gasaRebaSi, gamarjvebulni gamodian konkurenciul brZo-

laSi da gabatonebul mdgomareobas ikaveben bazarze.

marketingis specialistebma Tvalyuri unda adevnon sa-

mecniero-teqnikur cvlilebebs, radgan nebismieri siaxle

Zvels gamodevnis cxovrebidan da warmoSobs axal moTxovni-



115

lebebs. dReisTvis gasayidad gamotanili saqonlis sakmaod

did nawilze sazogadoebas 100 wlis win saerTod ar hqonda

warmodgena (TviTmfrinavi, televizori, macivari, kondicio-

neri...), zogierTs ki sul uaxloes warsulSic ar icnobda

(kompiuteri, mobiluri telefoni...). siaxleebTan dapirispi-

reba sawarmoebs akargvinebs efeqtianad muSaobis SesaZleb-

lobebs, zogjer ki aseTi sawarmoebi saerTod qreba areni-

dan.

dReisTvis msoflios wamyvani mecnierebi aqtiurad mu-

Saoben axali teqnologiebis Seqmnisa da danergvis mimarTu-

lebiT. samecniero-teqnikuri saqmianobis dafinansebaSi li-deria aSS. 1981 wels aSS-Si am mimarTulebiT gaweulma xar-

jebma 68 mlrd dolars gadaaWarba. samecniero-teqnikur

kvlevebze yvelaze met saxsrebs xarjaven Semdeg dargebze:

saaviacio da saraketo kosmosuri mrewveloba; eleqtroteq-

nikuri da kavSirgabmulobis saSualebebis mwarmoebeli mrew-

veloba; qimiuri mrewveloba; manqanaTmSenebloba; saavtomobi-

lo-satransporto mrewveloba. am dargebSi saSualod samec-niero-teqnikur samuSaoebze realizaciidan miRebuli Semo-

savlebis 5-10% ixarjeba. rac Seexeba teqstilis, avejis,

tansacmlis da zogierTi sxva saqonlis mwarmoebel dargebs,

isini samecniero kvlevebs gayidvidan miRebuli Semosavlebis

mxolod 1%-s axmaren.

samecniero-kvleviT samuSaoebze ganviTarebul qveynebTan

SedarebiT saqarTveloSi umniSvnelo raodenobis saxsrebiixarjeba, sxva qveynebSi Seqmili siaxleebi ki qveyanaSi nak-

lebad aRwevs. saqarTveloSi, ZiriTadad, axal produqtebs

mimsgavsebuli produqtebi SemoaqvT. Tumca isic unda aRiniS-

nos, rom ZviradRirebuli siaxleebis yidvas saqarTvelos

mosaxleobis absoluturi umetesoba verc SeZlebs .

makrogaremos erT-erTi Semadgeneli nawilia bunebrivi

garemo. misi dacva yvelas valia. qveynis bunebrivi resurse-



116

bi, klimaturi pirobebi, erTi mxriv, xels uwyoben an uSli-

an biznesis ganviTarebas, meore mxriv, isini ganicdian sawar-

moTa mxridan garkveul zemoqmedebas. Tu sawarmoebis gavlena

bunebriv garemoze arasworia, is binZurdeba da azaralebs

mTel sazogadoebas aramarto mimdinare momentSi, aramed

grZelvadian perspeqtivaSic.

specialistebis azriT, marketingis samsaxuris Tanam-

Sromlebma unda gaiTvaliswinon bunebrivi garemos ganviTare-

bis Semdegi tendenciebi:

1) Nnedleulis deficiti;

2)

energoresursebis gaZvireba;3) garemos dabinZurebis donis amaRleba;

4) bunebrivi resursebis gamoyenebis saxelmwifo regu-

lireba.

umetesi saxis nedleuli deficituria. haeri da wya-

lic ki ar SeiZleba CaiTvalos amouwurav resursebad. Tana-

medrove msoflioSi jansaRi haeris deficitia, gansakuTre-

biT did qalaqebSi, sadac is zogjer imdenad binZurdeba,rom janmrTelobisTvis da sicocxlisTvisac ki saSiSi xdeba.

igive SeiZleba iTqvas wylis resursebze. saqarTvelo samkur-

nalo haeriT, mineraluri da sasmeli wyliT mdidari qveya-

naa, magram am simdidres gafrTxileba sWirdeba, rac xSirad

aviwydeba zogierT, sakuTar mogebas gamodevnebul biznesmens.

marketologebma unda izrunon aRdgeniTi resursebis

gonivrulad gamoyenebis mimarTulebiTac (xe-tye, sursaTi).gansakuTrebiT didi gafrTxileba sWirdeba im bunebriv re-

sursebs, romlebic amowurvadia. mecnierebma da biznesmenebma

unda izrunon amowurvadi bunebrivi resursebis Semcvlele-

bis gamoZebnaze. dReisTvis msoflioSi bevri kompaniaa dakave-

buli mzis, qaris da sxva saxis energiebis gamoyenebis SesaZ-

lo gzebis ZiebiT. kompaniebis nawili zrunavs warmoebisa da

bunebrivi resursebis gamoyenebis ekonomiuri teqnologiebis



117

danergvaze. ase, magaliTad, Ford-ma, Volkswagen-ma, Opel-ma

da Peugeot-Citroen-ma Seqmnes axali, gaumjobesebuli mcire-

gabaritiani avtomobilebi, romlebic nakleb benzins xarja-

ven.

sawarmoebi garemos qimiuri saSualebebiT, sxvadasxva

masalisgan damzadebuli tariT, narCenebiT, gamonabolqviT

abinZureben. dReisTvis msoflioSi mlrd. tonobiT SesafuTi

masala mzaddeba. muyaos, xis, plastmasis, minis, polieTile-

nis da sxva saxis safuTaviT garemo binZurdeba. maTi gadamu-

Saveba ganmeorebiTi moxmarebisTvis garemos dacvis mniSvne-

lovani saSualebaa. garemos ufro metad abinZureben is sa-warmoebi, romlebic moZvelebul teqnikas da teqnologias

iyeneben. problema ar aris advilad mosagvarebeli ganviTare-

bul qveynebSic ki, rom araferi iTqvas ganviTarebad Qqveyneb-

ze. inovaciuri procesebi moiTxovs did kapitaldabandebebs,

qarTuli sawarmoebis umetesobas ki amisTvis saxsrebi ar

hyofnis. amasTan sawarmoTa sakmaod didi nawilis xelmZRva-

nelobas, saTanadod, ara aqvs gacnobierebuli, socialur-eTikuri marketingis koncefciis arsi, romlis mixedviTac

SesabamisobaSi unda moiyvanon sawarmos, momxmareblebis da

mTeli sazogadoebis interesebi.

bunebriv garemos dacva sWirdeba saxelmwifos mxrida-

nac. sxvadasxva qveyana am problemas sxvadasxvagvarad agva-

rebs. qveynebis erTi nawilis mTavrobebi aqtiurad ibrZvian

ekologiuri problemebis gadasawyvetad, sxvebi ki, gansakuT-rebiT, Raribi qveynebi TiTqmis arafers ar akeTeben bunebrivi

garemos dasacavad. zogjer bunebrivi garemos dacvis sakiT-

xis ugulebelyofa politikur nebas ukavSirdeba, zogjer ki

qveyana imdenad Raribia, rom ar hyofnis resursebi ekologi-

uri problemebis gadasaWrelad.

bevr qveyanaSi bunebrivi garemos dacvas saxelmwifo

struqturebi iZulebis wesiT axdenen: iqmneba garemos dacvis



118

organizaciebi, miiReba kanonebi. magram mxolod iZulebis we-

siT ekologiuri problema ver gadawydeba. adamianebi unda

darwmundnen, rom bunebrivi garemos dacva sazogadoebisTvis

aucilebelia. am problemis gadawyvetaSi mniSvnelovani roli

marketologebmac unda Seasrulon. socialur-eTikuri mar-

ketingis koncefcia swored bunebrivi garemos dasacavad Ca-

moyalibda msxvil biznesmenTa wreSi.

4.4. marketingis socialuri aspeqtebi

marketingis socialur aspeqtebSi Sedis marketinguli

eTika da marketingis socialuri pasuxismgebloba.

marketingul eTikaSi igulisxmeba, viwro gagebiT, mar-

ketologebis, farTo gagebiT ki biznesSi dasaqmebuli

yvela adamianis, qcevis standartebi da moraluri fa-

seulobebi.

mainc rogori qceva unda CaiTvalos eTikurad da ro-gori araeTikurad biznesSi?

am kiTxvaze pasuxis gacema Zalian Znelia. problemis

mogvareba SesaZlebelia sawarmoebis mier eTikuri qcevis

principis SerCeviT. saerTod ganasxvaveben eTikuri qcevis or

ZiriTad princips. pirveli principis mixedviT biznesSi qce-

vis normebi unda daefuZnos Tavisufal bazars da samar-

Tlebriv sistemas. meore principis Sesabamisad yovelma sa-warmom da misma marketingis menejerebma TviTon unda daamu-

Saon socialuri pasuxismgeblobisa da moraluri qcevis

koncefcia, romelic Sinagan wesierebas, korporaciul sin-

diss da grZelvadian perspeqtivaSi momxmarebelTa keTildRe-

obis uzrunvelyofas daemyareba. pirveli principis Sesabami-

sad sawarmoebs da iq dasaqmebul muSakebs SeuZliaT imoqme-

don dadgenili kanonebis mixedviT da sindisi sufTa hqon-



119

deT, Tundac amiT dazaraldnen momxmareblebi da mTeli sa-

zogadoebac ki. meore principis mixedviT sawarmoebma Tavian-

Ti saqmianoba unda ganaxorcielon da gadawyvetilebebi mii-

Ron moralur da eTikur normebze da ara samarTlebriv sis-

temaze dayrdnobiT.

rogorc wesi, eTikuri sakiTxebi ukavSirdeba marketin-

gis kompleqsis elementebs. marketingis amerikeli specia-

listebi l. buni da d. kurtci “Tanamedrove marketingi-s”

saxelmZRvanelos me-11 gamocemaSi marketingis eTikur sakiT-

xebs swored marketingis kompleqsis elementebis WrilSi ga-

nixilaven (ix. nax. 4.2).

produqti

dagegmili moZveleba

produqtis xarisxi da usafrTxoeba

garantiebi

saimedo SefuTva da markireba

dabinZureba

distribucia

eqskluziuri teritoriebi

dempingi

dilerebis uflebebi

mtacebluri faswarmoqmna

win waweva

reklama_ “satyuara”

yalbi da Semcdeneli reklama

mastimulirebeli daTmobebi

mosyidva da qrTami

fasi

fiqsirebuli fasebi

safaso diskriminacia

fasebis amaRleba

Semcdeneli faswarmoqmna

wyaro: Бун Л., Куртц Д. Современный маркетинг. Пер.с англ.М., 2005, с 128.

nax. 4.2. marketingis eTikuri sakiTxebi

produqtTan mimarTebaSi araeTikurad iTvleba misi da-

gegmili dabereba, arasaTanado xarisxis da momxmareblisTvis

saSiSi saqonlis gayidva, saqonlis momxmareblisTvis Tav-

eTikuri

sakiTxebi



120

smoxveva lamazi SefuTviT, dabinZurebuli produqtis sarea-

lizaciod gamotana.

sawarmoebs eTikuri problemebis gadaWra uwevT saqo-

nelmoZraobis procesSic. saqonelmoZraobis arxebis gakon-

trolebisa ს maT, pirvel rigSi, ar unda daarRvion dile-

rebis uflebebi, zedmetad ar unda Caerion dilerebis saqmi-

anobaSi. amasTan, ar unda aaridon Tavi im regionebis momsa-

xurebas, sadac dabalSemosavliani momxmareblebi cxovroben.

araeTikuria, agreTve, calkeul regionebSi produqtebis Za-

lian maRal, SeiZleba iTqvas, mtaceblur fasSi gayidva. arae-

Tikuria dempingis gamoyenebac. dempinguri fasis mizani yo-velTvis ama Tu im bazarze SeRwevaa, ris Semdegac sawarmoe-

bi produqcias realur fasSi yidian.

yvelaze meti odenobiT eTikuri sakiTxebis gadawyveta

sawarmoebs bazarze saqonlis win wawevis dros uwevT. rek-

lamis meSveobiT momxmarebelze zewola, reklamiT araswori

informaciis miwodeba momxmareblebisTvis da maTi dabneva an

SecdomaSi Seyvana araeTikuria da unda aRmoifxvras.mniSvnelovani eTikuri sakiTxebis mogvareba uxdebaT sa-

warmoTa xelmZRvanelebs fasebis dawesebis dros, faswarmoq-

mnis procesis mimarT araeTikuri damokidebuleba, xSirad,

imavdroulad ukanonocaa. araeTikuria, magaliTad, produq-

tis Rirebulebaze dabal fasSi gayidva, fasebis metismetad

gazrda, dabali fasebis SeTavazebiT momxmareblis motyueba

da a.S.marketingis socialuri pasuxismgeblobis arsi vlinde-

ba momxmarebelTa moTxovnilebebze orientaciasa da socia-

luri keTildReobis uzrunvelyofaSi. ufro zustad, socia-

luri pasuxismgebloba gulisxmobs marketingis sazRvrebSi

ganxorcielebuli qmedebebis procesSi sazogadoebis keTil-

dReobis uzrunvelyofis wina planze wamowevas.



121

specialistebi ganasxvaveben socialuri pasuximgeblo-

bis oTx dones. maT miekuTvneba ekonomikuri, samarTlebrivi,

eTikuri da filantropiuli socialuri pasuxismgeblobebi.

socialuri pasuxismgeblobis ekonomikuri mxare vlin-

deba momgebianobis uzrunvelyofaSi. amiT biznesSi iqmneba is

fundamenti, romelsac eTikuri pasuxismgeblobis danarCeni

sami done efuZneba. samarTlebrivi pasuxismgeblobis mizania

kanonis dacva. samarTlebrivi pasuxismgeblobis safuZvelia

kanoni, romelSic kodirebulia sazogadoebisTvis misaRebi

da miuRebeli qmedebebi. eTikuri pasuxismgebloba iTvaliswi-

nebs eTikis normebis Sesabamisad moqmedebas, e.i saWiroa biz-nesSi yvelaferi gakeTdes ise, rogorc swori da samarTlia-

nia. ar SeiZleba sxvisTvis zianis miyeneba sakuTari intere-

sebis dasakmayofileblad. filantropiuli socialuri pasu-

xismgebloba gulisxmobs karg korporaciul moqalaqeobas,

rac vlindeba mTeli koleqtivis da misi calkeuli wevris

cxovrebis donis amaRlebaSi sakuTari wvlilis SetaniT.

tradiciulad biznesis socialuri pasuxismgebloba Se-moifargleboda momxmareblebTan, TanamSromlebTan da aqcio-

nerebTan urTierTobebiT. sawarmoTa menejerebi pasuxismgeb-

lobas grZnobdnen momxmareblebisTvis maRalxarisxiani pro-

duqtis miwodebis da masze dasabuTebuli fasebis dawesebis,

TanamSromlebisTvis normaluri anazR aurebis micemis da

normaluri Sromis pirobebis Seqmnis, aqcionerebisTvis moge-

bis uzrunvelyofis procesSi. dReisTvis mdgomareoba Seicva-la. Tanamedrove pirobebSi biznesis socialuri pasuxismgeb-

lobis areali gafarTovda da moicva urTierTobebi xeli-

suflebis organoebTan da mTlianad sazogadoebasTan. ro-

gorc ukve aRiniSna pirvel TavSi, aseTi midgomis safuZvel-

ze Camoyalibda socialur-eTikuri marketingis koncefcia,

romelmac erTmaneTs daukavSira momxmareblebis, sawarmoebis

da mTeli sazogadoebis interesebi. dRes, sul ufro xSirad,



122

sazogadoebis kritikis obieqti xdeba is sawarmoebi, romle-

bic TavianTi saqmianobiT garemos abinZureben, an bunebriv re-

sursebs mtaceblurad iyeneben.

IV TavSi gamoyenebuli marketinguli terminebi:

Mmarketinguli garemo

Mmarketingis mikrogaremo

Mmarketingis makrogaremo

Mmomxmarebelimomwodebeli

konkurenti

Suamavali

sakontaqto auditoria

demografiuli garemo

kulturuli garemo

politikur-samarTlebrivi garemoekonomikuri garemo

samecniero-teqnikuri garemo

marketingis socialuri aspeqtebi

marketinguli eTika

marketingis socialuri pasuxismgebloba

reziume

nebismieri profilis sawarmom mudmivad unda adevnos

Tvalyuri marketingul garemoSi Seqmnil mdgomareobas axa-

li SesaZleblobebis da muSaobaSi xelisSemSleli saSiSroe-

bebis gamovlenis mizniT.

sawarmos marketinguli garemo ori saxisaa: mikrogare-

mo, romelSic Sedis TviTon sawarmo Tavisi qvedanayofebiT



123

da umaRlesi donis xelmZRvanelobiT, agreTve, sawarmos saq-

mianobaze pirdapir moqmedi ZalebiT: momxmareblebiT, mimwo-

deblebiT, SuamavlebiT, konkurentebiT, sakontaqto audito-

riiT; makrogaremo- aerTianebs sawarmos saqmianobaze arapir-

dapir moqmed demografiul, kulturul, politikur-samar-

Tlebriv, ekonomikur, samecniero-teqnikur da bunebriv faq-

torebs.

sawarmos saqmianobis Sedegebi, pirvel rigSi, TviTon

sawarmoze, misi samsaxurebis da xelmZRvanelobis muSaobazea

damokidebuli. momxmarebeli sawarmoTa saqmianobaze moqmedi

ZiriTadi Zalaa, romlis interesebis gaTvaliswineba efeqtia-ni marketingis aucilebeli pirobaa. momwodeblebis mier

xelSekrulebis pirobebis dacva pirdapir gavlenas axdens

sawarmos muSaobis Sedegebze. cxadia, Tu sawarmo momwode-

belma ar uzrunvelyo materialuri, adamianiseuli da finan-

suri resursebiT, is ver SeZlebs momxmareblebis moTxovni-

lebebis dakmayofilebas da dapirispirebas konkurentebTan,

romelTa mizani, umeteswilad, misi klientebis gadabirebaa.Mmomxmareblebis moTxovnilebebis dakmayofilebis xarisxze

did gavlenas axdenen Suamavlebi, romlebic uzrunvelyofen

saqonlis momxmareblebamde mitanas. Aam TavSi daxasiaTebulia

mikrogaremos kidev erTi faqtori-sakontaqto auditoria

masSi Semavali ZalebiT: finansuri wreebiT, sainformacio sa-

SualebebiT, saxelmwifo dawesebulebebiT, moqalaqeTa sazo-

gadoebrivi gaerTianebebiT, adgilobrivi sazogadoebiT, far-To sazogadoebiT, sakuTari TanamSromlebiT.

Mmocemul TavSi ganxilulia, agreTve, demografiul,

kulturul, ekonomikur, politikur-samarTlebriv, samecnie-

ro-teqnikur da bunebriv garemoSi mimdinare cvlilebebis

gavlena biznesis ganviTarebaze. demografiuli garemo daxasi-

aTebulia mosaxleobis raodenobis, sqesobriv-asakobrivi Se-

madgenlobis, Sobadobis, mokvdaobis, ojaxebis raodenobis,



124

ojaxis sasicocxli ciklis etapebis, ganaTlebis donis mi-

xedviT. naCvenebia kulturuli faseulobebis, tradiciebis

gavlena momxmarebelTa qcevaze. garkveulia qveynis ekonomi-

kuri garemos mdgomareobis gavlena momxmareblebis myidve-

lobiTunarianobaze da samomxmareblo xarjebis struqtura-

ze. gamovlenilia politikur-samarTlebriv da samecniero-

teqnikur garemoSi mimdinare cvlilebebis gavlena biznesis

ganviTarebaze. ganxilulia bunebrivi garemos roli biznesis

ganviTarebaSi da biznesis roli ekonomikuri problemebis

gadawyvetaSi.

sawarmoTa saqmianobis warmateba arsebiTad aris damoki-debuli marketinguli eTikis dacvasa da marketingis socia-

lur pasuxismgeblobaze. marketingul eTikaSi igulisxmeba,

viwro gagebiT, marketologebis, farTo gagebiT ki biznesSi

dasaqmebuli yvela adamianis qcevis standartebi da moralu-

ri faseulobebi. marketingis socialuri pasuxismgeblobis

arsi vlindeba momxmareblebis moTxovnilebebze orientaciasa

da maTi socialuri pasuxismgeblobis uzrunvelyofaSi.



125

Tavi 5. marketinguli kvleva

V Tavis swavlebis miznebi


1. informaciis rolis daxasiaTeba biznesis ganviTareba-

Si;

2. pirveladi da meoradi informaciis Segrovebis meTo-

debis SedarebiTi daxasiaTeba;

3. marketingis informaciuli sistemis arsSi garkveva

da misi elementebis daxasiaTeba;

4. marketinguli kvlevis Catarebis mniSvnelobis gacno-

biereba biznesSi;

5. marketinguli kvlevis saxeebis da etapebis aRwera.

5.1. marketinguli informaciis arsi da saxeebi

nebismieri dargisa da sferos sawarmos arseboba ba-

zarze uSualod ukavSirdeba informaciis Segrovebis, anali-

zisa da miRebuli Sedegebis gamoyenebis dones, radgan in-

formacia aqtiurad moqmedebs saqonlis warmoebisa da rea-

lizaciis procesze misi daCqarebis an Senelebis mimarTule-

biT. informacia aqtiurad moqmedebs, agreTve, sawarmoSi da-

saqmebuli adamianebis fsiqologiaze, maT SesaZleblobebze.

amitomaa, rom sawarmoebis xelmZRvaneloba did yuradRebasuTmobs informaciis mopovebasa da gamoyenebas.

informaciis sxvadasxva saxes Soris sawarmoebisTvis

mniSvnelovania marketinguli informacia, romelsac SeuZlia

didi roli Seasrulos bazarze sawarmos arsebobis gaxan-

grZlivebaSi.

marketingul informaciaSi igulisxmeba monacemebi sa-

qonelze, moTxovnasa da miwodebaze, bazarsa da fasebze, sa-



126

Wiroebebsa da momxmarebelTa interesebze. mas iyeneben bazar-

ze Seqmnili mdgomareobis dasaxasiaTeblad, sabazro situa-

ciebis ganmsazRvreli faqtorebisa da bazris ganviTarebis

perspeqtivebis dasadgenad.

marketingul informacias ajgufeben Tematikis, war-

moqmnis wyaros, gamoyenebis jeradobis da sxva niSnebis mi-

xedviT.

Tematikis Sesabamisad gamoiyofa politikuri, ekono-

mikuri, socialur-kulturuli, samecniero-teqnikuri da de-

mografiuli informacia. yovel maTgans gamoyenebis Tavisi

sfero aqvs. ase, magaliTad, demografiuli informacia far-Tod gamoiyeneba bazris segmentaciis procesSi; momxmarebel-

Ta dajgufebisTvis iyeneben ekonomikur, socialur da demog-

rafiul informacias; politikur informacias didi mniSvne-

loba eniWeba ama Tu im bazarze SeRwevasTan dakavSirebiT ga-

dawyvetilebis miRebisas. xSirad sxvadasxva saxis informacia

erTdroulad gamoiyeneba urTierTSevsebis mizniT, rac xels

uwyobs swori gadawyvetilebis miRebas.warmoqmnis wyaros mixedviT gamoiyofa Sinagani da ga-

regani (Sida da gare) marketinguli informacia.

Sinagani marketinguli informacia iseTi informaciaa,

romelic miiReba uSualod sawarmoSi misi saqmianobis amsax-

veli monacemebidan.

garegania marketinguli informacia, romelic miiReba

sxva sawarmoebis saqmianobis da marketinguli garemos Ses-wavlis gziT.

marketingul informacias ganasxvaveben, agreTve, gamo-

yenebis jeradobis mixedviT. am mimarTulebiT gamoyofen pir-

velad da meorad informacias.

pirveladia informacia, romelic sawarmom pirvelad

Seagrova gansazRvruli mizniT. aseT informacias iReben spe-

cialuri meTodebiT: gamokiTxviT, dakvirvebiT, eqsperimentiT.



127

maSasadame, pirveladi informaciis mopovebis mizniT tardeba

specialuri kvleva.

meoradia informacia, romelic mopovebulia adre,

sxva gadawyvetilebis misaRebad da romelsac iyeneben xelax-

la. misi mopoveba sawarmos pirvelad informaciasTan Sedare-

biT bevrad ufro iafi ujdeba.

sawarmoebs marketinguli informacia qronikulad ar

hyofniT, informaciuli uzrunvelyofis gareSe ki maTi efeq-

tianad muSaoba SeuZlebelia.

marketingis informaciuli uzrunvelyofa moiTxovs:

kargad mofiqrebuli sistemis Seqmnas; informaciis miRebis,sistematizaciis, damuSavebis, analizisa da miRebuli reko-

mendaciebis daniSnulebis mixedviT gadacemis uzrunvelsayo-

fad am sistemis dakompleqtebas saTanado kvalifikaciis spe-

cialistebiT.

marketingis informaciul sistemaSi unda Sevides:

1) sawarmos SigniT arsebuli mdgomareobis amsaxve-

li informaciis mosapoveblad saWiro arxebi. konkretulad,es arxebi agroveben informacias SekveTebze, produqciis

warmoebasa da miwodebaze, fasebze, reklamaze da a.S.

2) gare informaciis Sesagrovleblad saWiro arxebi,

romlebic moipoveben monacemebs bazrebisa da konkurenti

firmebis mdgomareobaze, myidvelebze, strategiaze, axal sa-

qonel-analogebze, saxelmwifos ekonomikur politikaze.

srulmasStabiani informaciuli uzrunvelyofa sakma-od rTuli da Znelad misaRwevi amocanaa, romelic moiTxovs

did danaxarjebs. sakiTxis maRal doneze gadasawyvetad saWi-

roa informaciis Segrovebis, damuSavebis da gamoyenebis mi-

marT kargad mofiqrebuli da SemoqmedebiTi midgoma, infor-

maciis mopovebis Sida da gare arxebis optimaluri Tanafar-

doba.



128

5.2. marketingis informaciuli sistema

da misi elementebi

marketingis gegmebis Sesadgenad, praqtikaSi gasata-

reblad da Sesrulebis mimdinareobis gasakontroleb-

lad aucilebeli informaciis Segrovebis, analizis,

Sefasebisa da gamoyenebisTvis saWiro kavSirebis er-

Tobliobas uwodeben marketingis informaciul sis-

temas.

marketingis informaciuli sistemis efeqtianad fun-

qcionirebas uzrunvelyofen ara marto masSi CarTuli adami-anebi, aramed, agreTve, gamoyenebuli mowyobilobebi da meTo-

duri xasiaTis literatura. dReisTvis informaciuli siste-

ma ver iqneba efeqtiani informaciis Segrovebisa da gavrce-

lebis uaxlesi saSualebebis (interneti, mobiluri kavSir-

gabmuloba...) gamoyenebis gareSe.

marketingis informaciulma sistemam unda uzrunvel-

yos sxvadasxva wyarodan da sxvadasxva saSualebiT miRebuliinformaciis erTmaneTTan dakavSireba da menejerebisTvis ga-

dacema im formiT, romelic SeiZleba, rom gamoiyenon gadaw-

yvetilebis misaRebad.

marketingis informaciuli sistema muSaobs sami mi-

marTulebiT: monacemebis Sekreba; monacemebis analizi; anali-

zis Sedegad miRebuli Sedegebis gavrceleba, e.i. daniSnule-

bisamebr gadacema (ix. nax. 5.1.).monacemebis Sekreba xorcieldeba sxvadasxva wyarodan,

kerZod, momwodeblebidan, momxmareblebidan, konkurentebidan,

Suamavlebidan, masobrivi informaciis saSualebebidan, gare

marketinguli garemodan.

marketingis informaciuli sistema moicavs oTx ele-

ments:

1) Sinagani angariSgebis sistema;



129

2) garegani informaciis Segrovebis sistema;

nax. 5.1. marketingis informaciuli sistemis

funqcionirebis meqanizmi

3) marketinguli kvlevis sistema;

4) marketinguli informaciis analizis sistema (ix.

cxrili 5.1.).

Sinagani angariSgebis sistema moicavs operatiul da sabu-

Raltro angariSgebis masalebs, romelebSic mocemulia in-

formacia gasaRebaze, xarjebze, maragze, fulad saxsrebze,

debitorul da kreditorul davalianebaze. ganviTarebul

marketingisinformaciuli

sistema

Sekreba

analizi

gavrceleba

momwodeblebi

konkurentebi

gare marketinguli

garemo

momxmareblebi

masobriviinformaciissaSualbebi

Suamavlebi

menejerebi

marketinguligadawyvetilebebi



130

qveynebSi mowinave kompaniebs Seqmnili aqvT Tanamedrove kom-

piuterul teqnologiaze damyarebuli Sinagani angariSgebis

mZlavri sistema.

cxrili 5.1.

marketingis informaciuli sistemis mier mopovebuli Ziri-

Tadi informaciis xasiaTi Semadgeneli elementebis WrilSi

SinaganiangariSgebis sis-

tema

gareganiangariSgebis sis-

tema

marketinguli

kvlevis sistema

marketinguli in-formaciis anali-

zissistema

1 2 3 4

1)warmoebuli darealizebuli pro-duqciis mTlianimoculoba daasortimenti

2)sacalo gayidvissidide

3)sasaqonlomaragis sidide

4)marketinguli xarjebi

saqonlisSeqmnaze

saqonelmoZ-raobaze

gasaRebisstimulireba-

ze reklamaze

1)konkurentebi

xarjebi mar-ketingze

sacalo ga-yidva

axali saqone-li

2)socialuriprocesebi sazoga-doebaSi

demografia

kultura

3)ekonomikis gan-viTarebis mdgoma-reoba

mTliani Sidaproduqti

Semosavlebi

fasebi

danazogebi

kreditis mi-Rebis SesaZ-lebloba

4)teqnologiuri

cvlilebebi

1)bazris koniun-qtura

2)bazris wili

3)gasaRebis mocu-loba

4)konkurentebis saqoneli

5)moklevadianiprognozireba

6)grZelvadianiprognozireba

7)fasebis politi-ka

1)regresiuli ana-lizi

gasaRebis mo-culobiscvlileba fa-sebis cvli-lebisagan da-

mokidebule-biT

gasaRebis mo-culobiscvlilebareklamisxarjebis

cvlilebisgan da-mokidebulebiT

2)korelaciuri

analizi saqonelmoZ-

raobis arxe-bis da gasa-Rebis mocu-lobisE ur-TierTkavSiri

saqonlis Se-fuTvis dagasaRebis mo-

culobis ur-TierTkavSiri



131

5)sakanonmdeblobaza

mewarmeobismaregulirebe

li kanonebi

biznesis ma-kontrolebe-li organoebi

8)momxmareblebi

3)faqtoruli ana-lizi

calkeuli

faqtorisgavlenisdadgena gasa-Rebis mocu-lobaze

4)diskriminantu-li analizi

momxmarebel-Ta jgufebisganmasxvavebe-

li niSnebisdadgena

momxmarebel-Ta jgufebaddanawilebi-sTvis ufroukeTesi faq-torebis Ser-Ceva

Sinagani angariSgebis sistemaSi mniSvnelovani adgiliukavia marketinguli xasiaTis informaciis Segrovebas. re-

gistraciaSi atareben marketingis kompleqsis elementebze

gaweul yvela ZiriTad xarjs, kerZod, saqonlis Seqmnaze,

momxmareblamde gadaadgilebaze, reklamasa da gayidvis sti-

mulirebaze daxarjul saxsrebs. marketingis menejerebi mi-

Rebul informacias adareben xarjTaRricxvasTan. maT Sesaba-

misobaSi mohyavT, agreTve, danaxarjebi da realizaciidan Se-mosavlebi, riTac gansazRvraven marketinguli saqmianobis

efeqtianobas.

garegani informaciis Sefasebis sistema iTvaliswinebs

informaciis Segrovebas konkurentebze, sazogadoebaSi mimdi-

nare socialur procesebze, ekonomikis ganviTarebis mdgoma-

reobaze, teqnologiaze, sakanonmdeblo bazaze. am tipis in-

formacia miiReba masobrivi informaciis saSualebebidan, spe-



132

cialuri gamocemebidan, momxmareblebidan, momwodeblebidan,

Suamavlebidan, mTeli sazogadoebidan. aseTi saxis informa-

cia ikribeba, agreTve, sakuTari TanamSromlebidan da sxva

sawarmoebis xelmZRvanelobasTan urTierTobis procesSi.

informaciis xarisxi bevradaa damokidebuli mis Segro-

vebaSi monawileTa kvalifikaciaze. amitom garegani informa-

ciis Segrovebis procesis gasaaqtiureblad sawarmoebi ata-

reben mTel rig RonisZiebebs, kerZod: axaliseben sakuTar

gamyidvelebs da savaWro agentebs saqonlis gayidvasTan da-

kavSirebuli yvela movlenis dasafiqsireblad; axaliseben

Suamavlebsac yvela mniSvnelovani monacemis maTTvis miwode-bis mizniT; axaliseben egreTwodebul moCvenebiT myidvelebs

ukeTesad muSaobis mizniT, isini xom sinamdvileSi Tvalyurs

adevneben sawarmos saqonlis realizacias da savaWro perso-

nalis muSaobas. sawarmoebi garkveul RonisZiebebs atareben

konkurentebze informaciis Segrovebis procesis gasaumjobe-

sebladac. sawarmos konkurentebze informaciis Segroveba

SeuZlia Semdegi meTodebiT: konkurentebis saqonlis Sesyid-va; monawileobis miReba konkurentebis mier mowyobil `Ria

karis” dReebsa da gamofena-daTvalierebebSi; konkurentebis

mier gamoqveynebuli angariSebis gacnoba; konkurent sawarmo-

ebSi momuSave adamianebTan da maT yofil TanamSromlebTan

gasaubreba; konkurentebis SuamavlebTan, momwodeblebTan Sex-

vedra da gasaubreba; konkurentebis reklamaze dakvirveba.

garegani informaciis misaRebad bevri sawarmo qmnisspecialur qvedanayofs, romlis TanamSromlebic ara marto

agroveben informacias, aramed xelmZRvanelebTan erTad aqti-

urad monawileoben mis SefasebaSi. amiT mkveTrad maRldeba

marketingis menejerebTan moxvedrili informaciis xarisxi.

marketinguli kvlevis sistemis arsebobis safuZvelia

gansazRvrul sabazro situaciebze dawvrilebiTi informaci-

is miRebis aucilebloba. marketingul kvlevas sawarmo an



133

TviTon atarebs am mizniT specialurad Seqmnili qvedanayo-

fis meSveobiT an kidev sxvas asrulebinebs saTanado anazRa-

urebis gadaxdis gziT. sazRvargareT sawarmoebi marketingul

kvlevas SekveTiT atarebineben kolejis studentebs da peda-

gogebs, specializebul organizaciebs. SekveTiT kvlevas, Zi-

riTadad, mcire da saSualo biznesis sawarmoebi axorciele-

ben. rac Seexeba msxvil sawarmoebs, maTi umetesoba TviTon

atarebs mas sakuTari ZalebiT.

marketinguli kvlevis procesSi Seiswavlian bazarze

Seqmnil mdgomareobas da am safuZvelze gansazRvraven bazris

potenciur SesaZleblobebs;adgenen sawarmoebis bazris wile-bis Tanafardobas; aanalizeben gasaRebis mdgomareobas; swav-

loben konkurentebis saqonlis maxasiaTeblebs; axorcieleben

moklevadian da grZelvadian prognozirebas; swavloben fase-

bis politikas da momxmareblebis damokidebulebas axal sa-

qonelze.

marketinguli kvlevis sistema iaponur kompaniaSi Kao,

ori mimarTulebiT moqmedebs: erTi mxriv, informacia grov-deba axal saqonelze, meore mxriv, tradiciulze.

axali saqonelis (sarecxi saSualebebis) bazarze gamo-

tanisas erTmaneTs adareben axal da ukve bazarze arsebul

saqonels, swavloben momxmareblis reaqcias SefuTvaze, sa-

xelwodebaze, gamoyenebuli reklamis saxeebze. amis safuZ-

velze amuSaveben marketingis kompleqsis elementebis mixed-

viT bazarze gasatarebel RonisZiebebs, romelTa realizaci-is bazaze iReben saboloo gadawyvetilebas saqonlis warmoe-

bis Sesaxeb.

tradiciul saqonelze Kao, agrovebs informacias sa-

qonlze momxmarebelTa damokidebulebis Sesaxeb; sacalo

qselSi Catarebuli gamokiTxvebiT adgens yidvis motivebs da

momxmarebelTa reaqcias rogorc misgan, ise konkurentebisgan

nayid saqonelze. kompania atarebs, agreTve, satelefono ga-



134

mokiTxvebs, iRebs intervius personalurad. erTi da imave

momxmareblis gamokiTxva xorcieldeba ramdenjerme saqonlis

mimarT misi damokidebulebis Secvlis da momavalSi misi Se-

Zenis SesaZleblobebis gasarkvevad. amiT Kao-s SesaZleblo-

ba eZleva droulad miiRos gadawyvetileba Tavisi saqonlis

momavalze.

marketinguli informaciis analizis sistema moicavs

marketinguli momsaxurebisa da RonisZiebebis analizisTvis

saWiro meTodebis erTobliobas. unda aRiniSnos, rom sxva-

dasxva sawarmoSi marketinguli informaciis analizis gan-

sxvavebuli sistemebi gamoiyeneba. amasTan, nebismieri aseTisistemis safuZvelia statistikuri banki da modelebis banki.

statistikur bankSi igulisxmeba marketinguli infor-

maciis damuSavebis Tanamedrove meTodebis erToblioba, rome-

lic umetes SemTxvevaSi moicavs regresiul, korelaciur,

faqtorul da diskriminantul analizs. aRniSnuli statis-

tikuri meTodebis gamoyenebiT adgenen damokidebulebas mov-

lenebs Soris sxvadasxva mimarTulebiT. ase, magaliTad, ammeTodebis daxmarebiT SeiZleba pasuxi gaeces aseT kiTxvebs:

`ra kavSiria mogebis sididesa da reklamis xarjebs Soris?”,

`ra kavSiria momxmarebelsa da ama Tu im saqonlisTvis mis

mier upiratesobis miniWebas Soris?”

regresiuli analizi gamoiyeneba mocemuli cvladis me-

ore damoukidebeli cvladze an ramdenime damoukidebel

cvladze damokidebulebis gasarkvevad.korelaciuri analizis dros adgenen kavSiris simWid-

roves cvladebs Soris.

faqtoruli analiziT dgindeba mocemul cvladze cal-

keuli faqtoris zemoqmedebiT gamowveuli cvlileba.

diskriminantuli analizi uzrunvelyofs informaciis

dajgufebas damoukidebeli cvladebis kombinaciis gamoyene-



135

biT, rac maT Soris gansxvavebis axsnis SesaZleblobas iZle-

va.

marketinguli informaciis analiziT saSualeba eZlevaT

sawarmoebs pasuxi gascen Semdeg kiTxvebs:

1) romeli faqtorebi moqmedeben gasaRebis moculoba-

ze da rogoria TiToeuli maTganis mniSvneloba?

2) rogor Seicvleba gasaRebis moculoba fasebisa da

reklamis xarjebis gansazRvruli odenobiT gaz-

rdis SemTxvevaSi?

3) savaraudod, romeli faqtorebis gavleniT aniWeben

momxmareblebi ama Tu im saqonels upiratesobas?4) romeli cvladebis mixedviT jobia bazris segmen-

tacia?

modelebis banki maTematikuri modelebis erTobliobaa.

ukanasknel wlebSi mecnierebis mier Seqmnili modelebiT Se-

saZlebelia teritoriul WrilSi saqmianobis ukeTesad war-

marTva, sawarmos adgilmdebareobis da saqonlis gasasaReb-

lad stimulirebis saSualebebis sworad SerCeva.

5.3. marketinguli kvlevis arsi, mniSvneloba, mizani da Ziri-

Tadi obieqtebi

sawarmoTa saqmianobis efeqtianad warmarTvis procesSi

zogjer informacia pasiurad ikribeba, rac sasurvel Sedegsar iZleva. amitom atareben marketingul kvlevas.

marketingul kvlevaSi igulisxmeba konkretul situa-

ciaSi sawarmos saqmianobis gaumjobesebis mizniT marketingu-

li garemos Sesaxeb informaciis Segroveba da gaanalizeba da

am safuZvelze sabazro SesaZleblobebis Sefaseba.

rogorc ganviTarebuli qveynebis gamocdileba uCvenebs,

verc erTi sawarmo, Tu surs arsebobis gaxangrZliveba ba-



136

zarze, gverds ver auvlis marketinguli kvlevis Catarebas.

didi kompaniebi weliwadSi saSualod 3-4-jer atareben mar-

ketingul kvlevas, saSualo da mcire sawarmoebi ki ufro

iSviaTad mimarTaven mas. amasTan ukanasknel wlebSi arakomer-

ciuli organizaciebic xSirad sargebloben specialuri mar-

ketinguli saagentoebis momsaxurebiT marketinguli kvlevis

Casatareblad. ase, magaliTad, umaRles saswavleblebs ainte-

resebT, Tu rogoria maTi saqmianobis Sesaxeb sazogadoebrivi

azri da ra informaciis safuZvelze Camoyalibda is; poli-

tikuri organizaciebi xSirad miznad isaxaven amomrCevelTa

azris garkvevas maT kandidatze; skolebs surT, daadginon,Tu rogor aris ganwyobili maTi saqmianobis mimarT im regi-

onis mosaxleoba, romelsac emsaxurebian.

amerikuli marketinguli firmebis gamokvleviT daad-

ginda, rom yvelaze xSirad marketingul kvlevas ganapiro-

bebs Semdegi mizezebi:

1) bazris potenciuri SesaZleblobebis gansazRvris

da misi maCveneblebis daxasiaTebis saWiroeba;2) produqciis gasaRebisa da saqmiani aqtiurobis ana-

lizis aucilebloba;

3) bazris parametrebis moklevadiani prognozirebis

aucilebloba;

4) konkurentebis saqonlis Seswavlis saWiroeba;

5) axal saqonelze bazris reaqciis gamovlenis saWi-

roeba;6) fasebis politikis Seswavlis saWiroeba;

7) produqciis gasaRebis teritoriul WrilSi gan-

sazRvris aucilebloba;

8) gasaRebis arxebis analizis aucilebloba.

marketingis evropis asociacia kvlevis Catarebis mize-

zebs Semdegnairad akonkretebs:



137

1) axali saqonlis bazarze danergvisTvis xelis Sewyo-

ba;

2) tradiciuli saqonlisTvis axali bazrebis Ziebis

aucilebloba;

3) tradiciuli saqonlis gayidvis moculobis gazrdis

aucilebloba.

maSasadame, marketinguli kvleva mowodebulia Seas-

rulos didi roli biznesis ganviTarebaSi. marketinguli

kvlevis mniSvneloba, konkretulad, SeiZleba Camoyalibdes

ase:

1) marketinguli kvleva exmareba sawarmos axali sa-qonlis bazarze gatanis drois sworad gansazRvraSi, rac

xels uwyobs misi danergvis process;

2) tradiciuli saqonlis gayidvis dros marketinguli

kvleva gamoavlens gayidvis axal SesaZleblobebs;

3) saqonelze moTxovnis Semcirebis SemTxvevaSi marke-

tinguli kvlevis meSveobiT SesaZlebeli xdeba araxelsayre-

li mdgomareobis gamosworeba, rac bazris gamococxlebisgzebis ZiebiTaa ganpirobebuli.

marketinguli kvlevis efeqtianobisTvis aucilebelia,

rom marketingis mmarTveli kargad erkveodes mis arssa da

TaviseburebebSi, Catarebis specifikaSi. amis gareSe ver iqne-

ba mopovebuli saWiro informacia da, cxadia, verc swori

daskvnebi gakeTdeba.

praqtikaSi gvxvdeba marketinguli kvlevis Semdegi sa-xeebi:

1) kabineturi kvleva;

2) multiklienturi kvleva;

3) multisponsoruli kvleva;

4) paneluri kvleva;

5) savele kveleva.



138

kabineturi kvleva iseTi kvlevaa, romelic, ZiriTadad,

gamoqveynebul (e.i. meorad) informacias emyareba. multikli-

enturia erTi da imave amocanebis gadaWriT dainteresebuli

sxvadasxva kompaniis mier dafinansebuli kvleva. aseTi kvle-

va sawarmoebs SedarebiT iafi ujdebaT. multisponsoruli

kvleva iTvaliswinebs erTmaneTTan dakavSirebuli, magram bu-

nebiT, SinaarsiT, warmoqmnis sferoebiT gansxvavebuli prob-

lemebis erTdroul kvlevas. yoveli SemkveTi ayenebs Tavis

amocanebs, romelTac mkvlevari garkveuli TanmimdevrobiT

axarisxebs da ikvlevs. am tipis kvlevis calkeul etapebs

sxvadasxva SemkveTi afinansebs. aseTi saxis marketingulkvlevas omnibusur kvlevasac uwodeben. paneluri marketin-

guli kvleva gulisxmobs specialurad gamoyofil adamianTa

jgufebis an organizaciebis periodulad gamokvlevas. savele

marketinguli kvleva iseTi kvlevaa, romlis drosac gamoiye-

neba pirveladi marketinguli informacia.

marketinguli kvlevis sfero sakmaod vrcelia. yvelaze

ufro xSirad ikvleven reklamas, komerciul saqmianobas,firmis pasuxismgeblobas, saqonlis Seqmnis process, gasaRe-

bis mdgomareobas. am sferoebSi kvlevis obieqtis rolSi ga-

mosuli maCveneblebi gacilebiT ufro mravalferovania (ix.

cxrili 5.2.).

marketinguli kvlevis ZiriTad obieqtebs specialistTa

nawili erTgvarovani niSnis mixedviT ajgufebs da ayalibebs

Semdegnairad:



139

cxrili 5.2.

aSS-is 798 firmaSi Catarebuli marketingul

gamokvlevaTa saxeebi

kvlevis sfero da saxe

k v l

e v i s C a m t a r e -

b e l

i

f i r m e b i s

p r o c e n t i

m T l i a n

r a o d e n o b a S i

1 2reklama

samomxmareblo motivaciis kvlevasareklamo testebis kvleva

sareklamo saSualebebis Seswavlasareklamo gancxadebebis efeqtianobis Seswavla

4849

6167

komerciuli saqmianoba da misi ekonomikuri analizi

moklevadiani prognozirebagrZelvadiani prognozireba

saqmiani aqtivobis Seswavlafasebis politikis Seswavla

sawarmoebisa da sawyobebis ganlagebis principebis

Seswavla

sasaqonlo nomenklaturis SeswavlasaerTaSoriso bazrebis Seswavla

xelmZRvanelobis informirebis sistema

8582

8681

71

5151

72

firmebis pasuxismgebloba

momxmarebelTa informirebis problemis Seswavlagare samyaroze zemoqmedebis Seswavla

reklamisa da stimulirebis dargSi sakanonmdeblo Sez-

Rudvebis Seswavla

sazogadoebrivi faseulobisa da socialuri politi-kis Seswavala

2633

51

40

saqonlis damuSaveba

Котлер Ф. Основы маркетинга. Краткий курс. Пер. с англ. М., 2003ст.84



140

axal saqonelsa da mis potencialze reaqciisSeswavla

konkurentebis saqonlis Seswavla

saqonlis testireba

safuTavis Seqmnis problemebis Seswavla

84

85

75

60gasaReba da bazrebibazris potenciuri SesaZleblobis gazomva

firmebs Soris wilebis ganawilebis analizibazris maxasiaTeblebis Seswavla

gasaRebis analizi

qvotebisa da gasaRebis teritoriebis gansazRvra

ganawilebis arxebis Seswavla

sacdeli marketingi

gasaRebis stimulirebis strategiis Seswavla

93

9293

89

75

69

54

52

1) bazris funqciuri elementebis sistema, romelic

aerTianebs saqonelze moTxovnas da miwodebas, mza nawarmze,

resursebze da momsaxurebaze arsebul fasebs;

2) bazris nivTobriv-sagnobrivi elementebi, romlebSic

igulisxmeba saqoneli da misi nairsaxeobebi, momsaxurebis

saxeebi;3) bazris subieqtebi _ momxmarebeli, myidveli, mwar-

moebeli, mimwodebeli, Suamavali, gamyidveli da sxva;

4) warmoebis sferos ganviTarebis maCveneblebi: saqon-

lis Semosuloba, saqonelbrunva, saqonlis maragi. am maCve-

neblebis dinamika da struqtura;

5) momsaxurebis sferos ganviTarebis maCveneblebi: mom-

saxurebis calkeuli saxeebis moculoba da dinamika, momsa-xurebis sferoSi gamoyenebuli meTodebi, momsaxurebis xa-

risxi da a.S.

6) produqciis warmoebis, mimoqcevisa da momsaxurebis

sferos teqnikur-ekonomikuri da organizaciuli maCveneble-

bi: sawarmoo simZlavreebi, resursebis mdgomareoba, saqonel-

moZraobis formebi, saqonlis gadaadgilebis, Senaxvisa da ga-

yidvis saSualebebi da a.S.



141

7) bazris ganviTarebis regionuli Taviseburebebi;

8) konkurentebis saqmianoba: konkurentTa raodenoba,

maTi saqmianobis masStabebi, konkurenciis formebi, konkuren-

tebis Zlieri da susti mxareebi da a.S.

9) saqonlis warmoebisa da gasaRebis stimulireba:

momxmareblebis, gamsaReblebis da warmoebis sferoSi dasaqme-

buli adamianebis stimulirebis meTodebi, stimulirebis mi-

zani da Sedegebi;

10) sawarmoTa finansuri mdgomareobis amsaxveli maCve-

neblebi: Semosavali, xarjebi, mogeba, rentabeloba, gadasaxa-

debi, jarimebi, sanqciebi da a.S.marketinguli kvleva xorcieldeba rogorc zogadi,

ise konkretuli meTodebis gamoyenebiT.

zogadi meTodebidan, pirvel rigSi, unda aRiniSnos di-

aleqtikuri meTodi, induqcia, deduqcia, analizi da sinTezi.

dialeqtikuri meTodi iTvaliswinebs bazarze arsebuli

movlenebisa da procesebis urTierTkavSirsa da ganviTarebaSi

Seswavlas. am dros SesaZlebelia ama Tu im konkretulibazris ganviTarebis etapebis daxasiaTeba, misi tendenciebisa

da kanonzomierebebis gamovlena. induqcia kerZo xasiaTis

movlenebidan, maCveneblebidan zogadi daskvnebis gamotanas

gulisxmobs. deduqcia, piriqiT, zogadi debulebidan kerZo

daskvenebis gamotanas iTvaliswinebs. analizi, rogorc marke-

tinguli kvlevis meTodi, Sesaswavli obieqtis ganviTarebis

kanonzomierebebs adgens misi Semadgenel nawilebad daSlisda Seswavlis gziT. rac Seexeba sinTezs, rogorc kvlevis

meTods, is gulisxmobs sakvlevi obieqtis nawilebis erT

mTlianobaSi Seswavlas.

marketinguli kvlevis procesSi informacias agroveben,

amuSaveben da maT safuZvelze momavlisTvis prognozul maC-

veneblebs angariSoben mTeli rigi konkretuli meTodebisa

da xerxebis gamoyenebiT. maT miekuTvneba: dajgufeba, Sedare-



142

ba, dinamikuri mwkrivebis ageba, indeqsebis gaangariSeba da

a.S.

marketinguli kvlevis procesSi gamoyenebuli meTode-

bidan specialistebi erT-erT yvelaze gavrcelebul meTodad

sabalanso meTods sTvlian. am meTodis gamoyenebiT kvlevis

procesSi, da saerTod praqtikaSic, angariSoben saqonlis Se-

mosulobis, gayidvis, moTxovna-miwodebis Tanafardobis, fu-

ladi Semosavlebisa da xarjebis sidideebs. sabalanso meTo-

di emyareba Semdeg formulas:

saqonlis maragi pediodis dasawyisSi + saqonlis Semo-

suloba = realizacia + danakargebi + saqonlis maragi pe-riodis bolos.

bunebrivia, am meTodiT calkeuli maCveneblis gaangari-

Sebisas formula iRebs ganxvavebul xasiaTs. magaliTad, ga-

yiduli saqonlis sididis gaangariSebis dros formulas

aqvs Semdegi saxe:

saqonlis gayidvis moculoba = saqonlis marags perio-

dis dasawyisSi + saqonlis Semosuloba _ dakargebi _ sa-qonlis maragi periodis bolos.

marketingul kvlevas aucileblad unda hqondes kom-

pleqsuri xasiaTi, rac niSnavs maCveneblebis urTierTkavSir-

Si Seswavlas. maCveneblebis cal-calke analizi ar iZleva

swori daskvnebis gamotanis saSualebas, radgan is erTi da

imave movlenis sxvadasxva mxares axasiaTebs.

marketinguli kvlevis procesi

marketinguli kvleva moicavs erTmaneTTan logikurad

dakavSirebul Semdeg etapebs (ix. nax.5.2.):

1) problemis gamovlena;

2) kvlevis koncefciis damuSaveba;

3)

informaciis wyaroebis arCeva;



143

4) informaciis Sekreba;

5) Sekrebili informaciis analizi;

6) miRebuli Sedegebis angariSis saxiT gaformeba da

wardgena.

nax. 5.2. marketinguli kvlevis procesi

problemis gamovlenaze uSualod aris damokidebuli

sawarmos muSaobis saboloo Sedegebi. sawarmosTvis proble-

muri situaciis zustad dadgeniT finansebi mizanmimarTulad

ixarjeba da rac mTavaria, problema droulad gadawydeba.

amiT, cxadia, mniSvnelovani nabiji gadaidgmeba saqmianobis

efeqtianobis miRwevis mimarTulebiT. problemuri sabazro

situaciis dasadgenad sawarmoebis marketingis specialistebi

awyoben eqspertebis gamokiTxvas da diskusiebs, swavloben

arsebul literaturas. amiT maT garkveuli warmodgena eq-

kvlevis Sedegebis angariSis saxiT gaformeba da wardgena

Sekrebili informaciis analizi

informaciis Sekreba

kvlevis koncefciis damuSaveba

problemis gamovlena

informaciis wyaroebis arCeva



144

mnebaT bazarze Seqmnil situaciebze, rac maT problemuri

situaciis dadgenaSi exmareba.

marketinguli kvlevis Semdeg etapze muSavdeba kvlevis

koncefcia, romelic iTvaliswinebs kvlevis miznebis damuSa-

vebas, informaciis wyaroebis da informaciis Semgrovebeli

pirebis dadgenas, informaciis Segrovebis meTodebis dazus-

tebas.

kvlevis mizani (miznebi) SeiZleba iyos saZiebo, aRweri-

lobiTi da eqsperimentuli. saZiebo miznis miRweva exmareba

mklevarebs kvlevis hipoTezis SemuSavebaSi. aRwerilobiTi

mizani gansazRvruli movlenebis aRweraSi gamoixateba. eqspe-rimentulia mazani, romelic iTvaliswinebs hipoTezis Semow-

mebas.

informaciis mopovebis wyaro SeiZleba iyos pirveladi

an meoradi. Tu miRebuli iqneba gadawyvetileba meoradi in-

formaciis gamoyenebaze, SeirCeva, imavdroulad, misi mopove-

bis wyaroebic, romlebic, rogorc cnobilia, SeiZleba iyos

Sinagani da garegani. Sinagan wyaroebSi sawarmos angariSge-biT masalebTan erTad mniSvnelovani adgili ukavia adre Ca-

tarebuli marketinguli gamokvlevis Sedegebs. Sinagani in-

formacia SeiZleba inaxebodes kompiuterSi. Sinagani informa-

ciis mopoveba, marTalia, swrafad da naklebi danaxarjebiT

xorcieldeba, magram is arasrulia da arsebuli formiTac

zogjer arc gamodgeba swori marketinguli gadawyvetilebis

masaRebad. amitom mimarTaven sawarmoebi informaciis mopove-bis garegan wyaroebs, romelTac miekuTvneba: statistikis sa-

xelmwifo departamenti, masobrivi informaciis saSualebebi,

sxvadasxva saministroebisa da sawarmoebis angariSebi, samec-

niero-kvleviTi institutebis gamokvlevebi da a.S.

vinaidan informaciis Semgrovebeli pirebis profesiona-

lizmi did gavlenas axdens mopovebuli informaciis srul-

yofilobasa da obieqturobaze, kvlevis koncefciis damuSave-



145

bis procesSi saTanado yuradRebas uTmoben maT gansazRvra-

sac.

kvlevis koncefciis damuSavebis procesSi zustdeba,

agreTve, informaciis mopovebis meTodebi.

Tu miRebuli iqneba gadawyvetileba pirveladi infor-

maciis mopovebaze, SeirCeva is pirovnebebic, romlebic Caata-

reben marketingul kvlevas uSualod sawarmoSi. marketingu-

li kvlevis procesSi CarTuli adamianebis profesionalizms

gacilebiT meti mniSvneloba aqvs, vidre meoradi informaci-

iT dakavebuli adamianebis profesionalizms, radgan aseTi in-

formacia ar arsebobs mza saxiT. Tu sawarmos ar hyavs mar-ketinguli kvlevis Casatareblad kadrebi, misi xelmZRvane-

loba SekveTas aZlevs specializebul samecniero-kvleviT in-

stitutebs an saagentoebs.

pirveladi informaciis xasiaTi uSualo kavSirSia misi

Segrovebis procesSi gamoyenebul meTodebTan.

praqtikaSi iyeneben pirveladi informaciis Segrovebis

Semdeg meTodebs:1) gamokiTxva;

2) dakvirveba;

3) eqsperimenti.

mocemuli meTodebidan yvelaze ufro farTod iyeneben

gamokiTxvas. marketingul gamokvlevaTa daaxloebiT 90%,

specialistTa azriT, gamokiTxvis meTods emyareba.

gamokiTxva gulisxmobs momxmareblebis, myidvelebis,specialistebis Sexedulebebis garkvevas ama Tu im sakiTxze,

problemaze. gamokiTxva SeiZleba Catardes rogorc werilo-

biT, ise zepiri formiT. zepiri gamokiTxva tardeba intervi-

us saxiT an telefonis gamoyenebiT, werilobiTi gamokiTxva

ki xorcieldeba winaswar Sedgenili anketebiT an gamosakiT-

xi furclebiT.



146

zepiri gamokiTxva informaciis uswrafesi gziT Segro-

vebas uzrunvelyofs. am dros interviuers saSualeba eZleva

ganumartos respodents dasmuli kiTxvebis Sinaarsi, rac

xels uwyobs miRebuli informaciis srulyofilobas.

yvelaze gavrcelebuli zepiri gamokiTxvis meTodia pi-

radi interviu. mis did mniSvnelobas marketinguli gamokiT-

xvis procesSi ganapirobebs is faqti, rom interviuers sa-

Sualeba aqvs misces yvela sasurveli kiTxva respodents da

Tan gamokiTxvis Sedegebs daamatos Tavisi Sexedulebebi. in-

terviu SeiZleba iyos individualuri da jgufuri. indivi-

dualuri intervius dros respodentebi gamoikiTxebian bina-ze, samuSao adgilze, quCaSi. kontaqti interviuers da res-

podents Soris SeiZleba gavrceldes ramdenime wuTidan ram-

denime saaTamde. zogjer respodents dakarguli drois asa-

nazRaureblad materialurad axaliseben _ gadascemen mcire

Tanxas an saCuqars. jgufuri intervius dros erTdroulad

gamoikiTxeba 8-12 adamiani, romelTac gansazRvrul adgilze

winaswar miiwveven xolme ama Tu im marketingul problemazesasaubrod. gamosakiTxad SerCeul adamianebs fokus jgufs

uwodeben. jgufuri gamokiTxvis Camtarebeli pirovneba auci-

leblad unda iyos maRalkvalificiuri da obieqturi. is

kargad unda flobdes sasaubro Temas. interviu unda aiRon

sasiamovno atmosferoSi. gamoricxulia Zaldataneba. gaTva-

liswinebulia respodentebisTvis civi sasmelebis SeTavazeba.

telefoniT intervius aRebac mniSvnelovan rols asrulebssaWiro informaciis uswrafesad mopovebis saqmeSi. magram

telefoniT gamokiTxva xasiaTdeba naklovanebebiT. jer erTi,

SeiZleba intervius aReba maTgan, visac telefoni aqvs, meo-

re, interviu mimdinareobs mokle drois manZilze.

anketa werilobiTi gamokiTxvis ZiriTadi iaraRia, rom-

lis sworad Sedgenaze uSualod aris damokidebuli miRebu-

li informaciis xasiaTi. anketa unda Seadginos specialis-



147

tma, romelic SeZlebs iseTi kiTxvebis da im formiT Setanas

anketaSi, rom miiRon realobis obieqturad amsaxveli pasu-

xebi. amis gamo specialistebi kiTxvebs xSirad svamen arapir-

dapir, respodentisTvis misaRebi formiT. rogorc wesi, anke-

taSi SeaqvT daxuruli kiTxvebi, e.i. respodents sTavazoben

pasuxebis variantebs, romelTaganac is irCevs erT-erTs.

Tumca zogjer dasaSvebia da respodentic pasuxis ramdenime

variants irCevs.

specialistebi anketis Sesadgenad iZlevian Semdeg re-

komendaciebs:

1) kiTxvebi anketaSi unda daisvas martivi formiT dagasagebi eniT. orazrovani sityvebis gamoyeneba dauSvebelia;

2) kiTxvebi unda iyos erTmniSvnelovani;

3) kiTxvebis SerCevis dros aucileblad unda gaiTva-

liswinon is wvlili, romelic maTze gaweulma pasuxebma Se-

iZleba Seitanon kvlevis miznebis miRwevaSi;

4) anketaSi ar unda Seitanon arafrismomtani, fuWi

kiTxvebi. isini cudad moqmedeben respodentze da TanamSrom-lobis survils ukargaven mas;

5) ar daiSveba respodentisTvis pasuxis gasacemad sa-

surveli mimarTulebis micema;

6) dasawyisSi unda daisvas martivi kiTxvebi, romlebic

TandaTanobiT garTuldeba;

7) rogorc wesi, anketaSi jer svamen zogad kiTxvebs,

Semdeg ki specialurs;8) anketis dasawyisSi kargi specialisti dasvams res-

podentis ndobis mompovebel kiTxvebs, romlebic respodents

TanamSromlobis wyurvils aRuZraven. Semdeg daismeba arsebi-

Ti xasiaTis kiTxvebi, romlebze pasuxis misaRebadac tardeba

gamokiTxva. amis Semdeg svamen gamakontrolebel, bolos ki

pirovnuli xasiaTis kiTxvebs. anketaSi ar unda Seitanon



148

kiTxvebi, romlebzec, savaraudod, respodenti pasuxs ar gas-

cems.

9) werilobiTi gamokiTxvis dros Sevsebuli anketebis

dasabruneblad SeiZleba materialuri stimulebi gamoiyenon.

am dros aucileblad unda miiRon mxedvelobaSi is garemoe-

ba, rom respodentebma SesaZlebelia madlierebis gamo kiT-

xvebze Selamazebuli pasuxebi gascen.

sasurvelia, anketas Tan daerTos werili, romelSic

xazs gausvamen gamokiTxvis anonimurobas. amiT respodents

moexsneba SiSis grZnoba imis gamo, rom misi pasuxebi sxve-

bisTvis gaxdeba cnobili. es faqti mas aRuZravs anketis Sev-sebis survils.

kargi iqneba Tu anketas Tanmxleb werilTan erTad da-

urTaven konverts Sevsebuli anketis ukan dasabruneblad.

sasurvelia anketa iyos mcire moculobis, rom ar dae-

zaros respodents misi Sevseba.

anketuri gamokiTxvis normalurad CatarebisTvis didi

mniSvneloba eniWeba interviuerTan winaswar konsultaciebsgamokiTxvis Catarebis procedurasTan dakavSirebiT.

marketingul gamokvlevaSi mniSvnelovan rols asru-

lebs paneluri gamokiTxva. panelSi igulisxmeba respodentTa

winaswar SerCeuli jgufis ramdenjerme gamokiTxva drois

Tanabar SualedebSi. panelis Seqmna da SenarCuneba Zviri

jdeba. paneli, ZiriTadad, samecniero-kvleviT institutebs

aqvT Seqmnili. praqtikaSi ansxvaveben Semdegi saxis panelebs:1) savaWro paneli;

2) momxmarebelTa paneli;

3) sxvadasxva specialuri paneli.

savaWro panelebidan yvelaze ufro gavrcelebulia sa-

calo vaWrobis muSakTa paneli. am panelis meSveobiT miiReba

informacia ama Tu im saqonlis Sesyidvaze, gayidvaze, maragis

sididesa da gayidvis siswrafeze. amiT SesaZlebeli xdeba



149

konkurentirebadi saqonlis gasaRebis arxebis, axali saqon-

lis gayidvis mdgomareobis da momavali bedis dadgena.

momxmarebelTa paneli iTvaliswinebs calkeuli pirebi-

sa da saojaxo meurneobebis gamokiTxvas. am gziT miiReba in-

formacia maT mier Sesyiduli saqonlis odenobaze, maT dana-

xarjebze, maTTvis misaReb fasebze, sasurveli saxis saqo-

nelsa da saqonelmoZraobis arxze.

panelis Seqmna danaxarjebTan erTad dakavSirebulia

mTel rig sirTuleebTan. jer erTi, panelSi TanamSromleba-

ze momxmareblebis da specialistebis Tanxmobis miReba sakma-

od Znelia. amisTvis winaswar unda imuSaos organizaciam,romelic miznad isaxavs panelis Seqmnas. amasTan, panelis

Seqmnis Semdegac misma monawileebma SeiZleba uari ganacxa-

don TanamSromlobaze, Seicvalon sacxovrebeli adgili, gar-

daicvalon. saWiroa panels gamoklebuli wevris axliT Sec-

vla. xangrZlivi drois manZilze TanamSromlobis SemTxvevaSi

panelis monawileebi pasiurebi xdebian. saWiro xdeba maTTan

meti kontaqti da garkveuli materialuri da moraluri wa-xaliseba aqtiuri TanamSromlobisTvis. panelis monawileeb-

Tan saWiroa muSaoba im mimarTulebiTac, rom araviTar Sem-

TxvevaSi ar gascen anketis kiTxvebs araswori pasuxebi, ro-

gori Zneli da uxerxulic ar unda iyos maTTvis swori pa-

suxis gacema.

ganviTarebul qveynebSi marketinguli gamokvlevebis Ca-

tarebis procesSi specializebuli organizaciebi iyenebensxvadasxva saxis mowyobilobebsac: galvanometrs, audio-

metrs, specialur aparats Tvalis moZraobis dasafiqsireb-

lad da a.S.

galvanometri gamoiyeneba interesTa intensiurobis an

gamokiTxulTa grZnobebis gasazomad. es mowyobiloba afiqsi-

rebs emociebs oflis gamoyofis gazomvis gziT. audiometri

CarTulia respodentTa televizorebSi da afiqsirebs yvela



150

CarTvas da arxs. Tvalis moZraobis dasafiqsirebeli specia-

luri aparatis daxmarebiT arkveven Tu mzera, pirvel rigSi,

obieqtis romel monakveTSi ecema da ramden xans.

dakvirvebas gamokiTxvasTan SedarebiT naklebad iyeneben

marketinguli kvlevis procesSi, Tumca mas gamokiTxvasTan

SedarebiT aqvs garkveuli upiratesobebi:

1) dakvirveba ama Tu im obieqtze tardeba misi survi-

lis gauTvaliswineblad;

2) dakvirvebis Sedegebze gavlenas ar axdens gamosak-

vlevi obieqtis ganaTlebis done da inteleqtualuri SesaZ-

leblobebi;3) dakvirvebis dros SesaZlebelia gamokiTxvasTan Se-

darebiT obieqturobis TvalsazrisiT ufro maRali donis

informaciis Segroveba;

4) dakvirvebis Sedegebi mTlianad damokidebulia dam-

kvirveblis profesionalizmze. amitom am dros mTeli aqcen-

ti gadatanilia damkvirveblis sworad SerCevaze.

marketinguli kvlevis procesSi pirveladi informaci-is Sesagroveblad iyeneben agreTve eqsperiments.

eqsperiments uwodeben iseT gamokvlevas, romlis dro-

sac adgenen, Tu erTi an ramdenime damoukidebeli cvladi

rogor moqmedebs erT an ramdenime damoukidebel cvladze.

amitom am kvlevas mizez-Sedegobriv kvlevasac uwodeben.

eqsperimentis procesSi cvlilebebi xorcieldeba gan-

sazRvrul CarCoebSi; monacemebis Segroveba uSualod mkvle-varTa CareviT xdeba; mowmdeba movlenebs Soris mizez-Sede-

gobrivi kavSirebi da a.S.

eqsperimenti SeiZleba Catardes laboratoriaSi, SeiZ-

leba savele-realur pirobebSi _ bazarze. laboratoriuli

eqsperimentis dros gareSe faqtorebs akontroleben, savele

pirobebSi ki ar gamoricxaven gaukontrolebeli gareSe faq-

torebis zemoqmedebas.



151

marketinguli kvlevis Semdegi etapia Sekrebili in-

formaciis analizi, romelic SeiZleba xeliT ganxorciel-

des, SeiZleba eleqtronuli saSualebebiT. informaciis ana-

lizis dros metad mniSvnelovania uvargisi anketebis amoRe-

ba. uvargisad iTvleba anketa, romelSic urTierTsawinaaR-

mdego pasuxebia dafiqsirebuli, gamotovebulia kiTxvebi,

Sewyvetilia pasuxebis gacema, pasuxebi aSkarad araa swori.

amoiReba dagvianebiT mosuli anketebic.

Sekrebili informaciis analizis procesSi, rogorc

wina TavSi aris aRniSnuli, gamoiyofa regresiuli, korela-

ciuri, faqtoruli da diskriminantuli analizis meTodebi.analizis Sedegebis mixedviT formdeba angariSi, rome-

lic waredgineba damkveTs.

marketinguli kvlevis Sedegebi gamoiyeneba bazris gan-

viTarebis ZiriTadi maCveneblebis prognozirebisTvis.

V TavSi gamoyenebuli marketinguli terminebi

marketinguli kvleva

pirveladi informacia

meoradi informacia

marketingis informaciuli sistema

Sinagani angariSgebis sistema

garegani informaciis Segrovebis sistema

marketinguli kvlevis sistemamarketinguli informaciis analizis sistema

statistikuri banki

kabineturi kvleva

multiklienturi kvleva

multisponsoruli kvleva

paneluri kvleva

savele kvleva



152

marketinguli kvlevis koncefcia

pirveladi informacia

gamokiTxva

gamokiTxvis anketa

zepiri gamokiTxva

individualuri interviu

jgufuri interviu

fokus-jgufi

dakvirveba

eqsperimenti

savaWro panelimomxmarebelTa paneli

reziume

sawarmoTa xelmZRvanelebs swori gadawyvetilebis mi-Reba SeuZliaT mxolod saTanado moculobis obieqturi in-

formaciis analizis Sedegebze dayrdnobiT. informacias ag-

roveben sxvadasxva wyarodan, sxvadasxva xerxisa da saSuale-

bis gamoyenebiT. informaciis Segrovebas, analizs, Sekrebas

da gamoyenebisTvis saWiro kavSirebis damyarebas uzrunvel-

yofs marketingis informaciuli sistema.

marketingis informaciuli sistema moicavs Sinagani an-gariSgebis sistemas, garegani informaciis Segrovebis siste-

mas, marketinguli kvlevis sistemas da marketinguli infor-

maciis analizis sistemas.

marketingul kvlevas atarebs an TviTon sawarmo an ki-

dev sawarmos dakveTiT specializirebuli organizacia saTa-

nado anazRaurebis safuZvelze.



153

mocemul TavSi daxasiaTebulia marketinguli kvlevis

Semdegi saxeebi: kabineturi kvleva, multiklienturi kvleva,

multisponsoruli kvleva, paneluri kvleva, savele kvleva.

marketinguli kvleva xuTi etapisgan Sedgeba. pirvel

etapze gamoavlenen problemas, romelic unda Seiswavlon.

meore etapze amuSaveben kvlevis koncefcias, romelic iTva-

liswinebs kvlevis miznis (an miznebis), informaciis wyaroe-

bis da Semgrovebeli pirebis dadgenas, informaciis Segrove-

bis wyaroebis dazustebas. am etapze didi mniSvneloba aqvs

pirveladi informaciis Segrovebis procesSi gamosayenebeli

meTodis (an meTodebis) dazustebas. Semdeg etapze agrovebeninformacias sxvadasxva wyarodan SerCeul meTodze (an meTo-

debze) dayrdnobiT. momdevno etapze Segrovebul informaci-

as aanalizeben, bolo etapze ki analizis Sedegebis mixedviT

aformeben angariSs, romelsac saWiro formiT warudgenen

damkveTs.

marketinguli kvlevis pirvel etapze problemuri si-

tuaciis sworad dadgena did gavlenas axdens sawarmos saq-mianobis Sedegebze. jer erTi, problemis sworad gansaz-

Rvris dros saxsrebi mizanmimarTulad ixarjeba da, meorec,

izrdeba problemis droulad gadaWris Sansi. marketinguli

kvlevis Semdeg etapze muSavdeba kvlevis koncefcia, rome-

lic moicavs kvlevis miznebis damuSavebas, informaciis wya-

roebis da misi Segrovebis meTodebis dadgenas. am etapze ga-

nisazRvreba is pirebic, romlebmac unda Seagrovon informa-cia. informacia SeiZleba iyos pirveladi da meoradi. pirve-

lad informacias agroveben gamokiTxvis, dakvirvebis da eq-

sperimentis meTodebis gamoyenebiT. yvelaze metad gavrcele-

bulia gamokiTxvis meTodi. gamokiTxva tardeba zepirad da

werilobiT. zepir gamokiTxvas aqvs, ZiriTadad, intervius

saxe. is SeiZleba Catardes telefonis gamoyenebiTac. weri-

lobiTi gamokiTxva xorcieldeba winaswar Sedgenili ankete-



154

biT an gamosakiTxi furclebiT. praqtikul marketingSi iye-

neben panelur gamokiTxvasac. ganasxvaveben savaWro, momxmare-

belTa da sxvadasxva specialur panelebs. gamokiTxvasTan Se-

darebiT dakvirveba naklebad gamoiyeneba. marketinguli kvle-

vis procesSi informaciis Sesagroveblad naklebad iyeneben

eqsperimentsac. informaciis Segrovebis Semdeg aanalizeben

mas da miRebuli Sedegebis safuZvelze aformeben angariSs,

romelsac warudgenen damkveTs.



155

Tavi 6. momxmarebelTa qceva

VI Tavis swavlebis miznebi


1) momxmarebelTa rolis siRrmiseuli gaazreba biznesis

ganviTarebaSi;

2) samomxmareblo da biznessaqonlis momxmarebelTa

qcevis ganmsazRvreli faqtorebis daxasiaTeba;

3) samomxmareblo da biznessaqonlis yidvaze gadawyveti-

lebis miRebis procesSi monawile subieqtebis rolis

aRwera;

4) yidvis procesis etapebis daxasiaTeba.

6.1. momxmareblebi da maTi tipologia

sabazro ekonomikis pirobebSi uSualod momxmarebelzea

damokidebuli biznesis ama Tu im dargSi dasaqmebuli adami-

anebis saqmianobis saboloo Sedegi. saqonlis yidviT an masze

uaris TqmiT momxmarebeli gamodis biznesis Sedegebis Ziri-

Tadi Semfaseblis rolSi. swored amitom ambobda amerikeli

mewarme d. bini momxmarebelze: yvelaze mniSvnelovani perso-

na, romelic rodesme moinaxulebs Cvens ofiss an mogvmar-

Tavs fostiT, momxmarebelia. is ar aris Cvenze damokidebu-

li, piriqiT, Cven varT damokidebuli masze. momxmarebeliCven xels ar gviSlis muSaobaSi. is aris Cveni saqmianobis

mTavari mizani. Cven ar vuwevT momxmarebels samsaxurs, roca

vzrunavT masze, piriqiT, is gvemsaxureba Cven, roca momar-

Tavs Cvens firmas. momxmarebelTan ar SeiZleba kamaTi. mas ar

unda dascino. aravis araferi ar mougia imiT, rom SekamaTe-

bia momxmarebels.



156

momxmarebeli Cven mogvmarTavs Tavisi survilebiT. Cveni

saqmianobis arsi am survilebis CvenTvisac da misTvisac mom-

gebianad Sesrulebaa. momxmareblis mimarT mxolod aseTi da-

mokidebulebiT aris SesaZlebeli warmatebis miRweva, saqmia-

nobis momgebianad warmarTva. mwarmoeblebma da produqciis

gamsaReblebma ar unda dakargon momxmareblebi, piriqiT, unda

izrunon maTi wris Semdgomi gafarToebisTvis. amisTvis saWi-

roa, momxmarebels yovelTvis moemsaxuro ise, rogorc pir-

velad, Tu is pirveli momsaxurebiT kmayofili darCa.

mewarmeebi aucileblad unda gaerkvnen momxmarebelTa

moTxovnebSi, rac SesaZlebelia maTi gamokvlevis gziT. maSa-sadame, unda dadgindes, Tu ras elian momxmareblebi mewarme-

ebisgan. mainc ra surT momxmareblebs mewarmeebisgan? am kiT-

xvas SeiZleba gaeces Semdegi pasuxi:

1) momxmarebeli saqonlis SeZenis procesSi iTxovs

mSvidi atmosferos Seqmnas;

2) momxmarebels surs usafrTxoo saqonlis SeZena;

3)

momxmarebels surs, rom mas, rogorc pirovnebas,pativs scemdnen;

4) momxmarebels siamovnebs mis problemebze zrunva;

5) momxmarebels surs kavSiris damyareba saqonlis

mwarmoeblebTan;

6) momxmarebels unda saTanado asortimentisa da xa-

risxis saqonlis SeZena;

7)

momxmarebels surs misi moTxovnebis srulyofiladdakmayofileba;

8) momxmareblis survilia saqonlis dabruneba auci-

leblobis SemTxvevaSi;

9) momxmarebels zogjer surs sxva momxmarebelTan

partnioroba (roca is sawarmoo daniSnulebis sa-

qonlis momxmarebelia).



157

cxadia, Tu sawarmo SeZlebs momxmarebelTa CamoT-

vlili survilebis Sesabamisad Tavisi saqmianobis warmar-

Tvas, aucileblad miiRebs dadebiT Sedegs.

mainc vis uwodeben sawarmoebi momxmareblebs?

sawarmoebi momxmareblebSi gulisxmoben im adamianebsa

da sawarmoebs, romlebic yiduloben da moixmaren mocemuli

sawarmos produqcias.

produqciis moxmarebis miznisa da daniSnulebis mixed-

viT ganasxvaveben individualur da sawarmoo moxmarebas. in-

dividualuri moxmarebis dros momxmarebeli ikmayofilebs

pirad an saojaxo moTxovnilebebs, e. i. am dros nayidiproduqcia sabolood moixmareba. amitom saqonlis individu-

alur momxmareblebs saboloo momxmareblebsac uwodeben. sa-

boloo momxmareblebi bolo rgols warmoadgenen saqonlis

warmoebisa da ganawilebis erTian jaWvSi. sawarmoo moxmare-

bis dros saqonels yiduloben sxva saqonlis warmoebis

procesSi gamosayeneblad. amis Sesabamisad yalibdeba samom-

xmareblo da sawarmoo daniSnulebis saqonlis bazrebi.samomxmareblo saqonlis bazari aerTianebs calkeul

pirebs da Sida meurneobebs, romlebic yiduloben da moixma-

ren produqtebs individualuri moTxovnilebebis dasakmayo-

fileblad.

sawarmoo daniSnulebis saqonlis bazarSi erTiandebian

is pirebi da organizaciebi, romlebic saqonels yiduloben

sxva saqonlis warmoebis procesSi gamosayeneblad, gasayidad,ijariT gasacemad an sxva momxmareblisTvis misayidad. am ti-

pis myidvelebs instituciur myidvelebsac uwodeben.

samomxmareblo saqonlis momxmareblebis msgavsad sa-

warmoo daniSnulebis saqonlis momxmareblebi bazarze saqon-

lis yidvis procesSi gansxvavebul moTxovnebs ayeneben da

sxvadasxvagvarad iqcevian. momxmarebelze zemoqmedebis mosax-

denad aucilebelia maTi dajgufeba sxvadasxva niSnis safuZ-



158

velze, gamoyofili jgufebis moTxovnebis Seswavla da amis

mixedviT moqmedeba bazarze. sxvadasxva niSnis mixedviT gamo-

yofil momxmarebelTa jgufs tips uwodeben, momxmarebelTa

mTeli erTobliobidan erTgvarovani tipebis gamoyofis pro-

cess - tipologias.

momxmarebelTa tipologiiT maTi moTxovnis Seswavlis

procesi advildeba, rac xels uwyobs sawarmos saqmianobis

garkveuli mimarTulebiT warmarTvas da funqcionirebas.

momxmarebelTa tipologia yvelaze xSirad xorciel-

deba ekonomikuri, socialuri da demografiuli niSnebis mi-

xedviT.

6.2. myidvelis qcevis modeli

muSaobis procesSi marketingis specialistebs pasuxis

gacema uwevT bevr kiTxvaze, romelTa Soris ZiriTadia Sem-

degi: vin yidulobs mocemuli sawarmos produqtebs? rogor

yidulobs? rodis yidulobs? sad yidulobs? ratom yidu-lobs? am kiTxvebze pasuxebis gacema moiTxovs sawarmos mier

gamoyenebul marketingul stimulebsa da myidvelobiT qcevas

Soris kavSiris Seswavlas. es kavSiri asaxulia myidvelobi-

Ti qcevis modelSi: “stimuli-reaqcia” (ix. nax. 6.1. ).

modelis mixedviT myidvelis qcevis ganmsazRvreli sti-

mulebi,- saqoneli, fasi, ganawileba, win waweva, ekonomikuri,

teqnologiuri, politikuri da kulturuli faqtorebi,-xvdebian egreTwodebul myidvelis “Sav yuTSi”, sadac isini

sxvadasxva gavlenas axdenen myidvelis Semecnebasa da mis mi-

er gadawyvetilebis miRebis procesze. cxadia, stimulebis

gavlenis done myi dvelebis qcevaze, maTi pirovnebis xasiaT-

zea damokidebuli.



159

nax. 6.1. myidvelis qcevis modeli

wyaro. Армстронг Г., Вонг В., Котлер Ф., Сондерс Дж.

Основы маркетинга. Пер. с англ. М., 2007. с. 340.

stimulebi “Sav yuTSi” gardaiqmneba garkveul reaqciebad,

kerZod, stimulebis zemoqmedebis Sedegad momxmareblebi iRe-

ben gadawyvetilebas ama Tu im saqonlis an savaWro markis

yidvaze, irCeven savaWro Suamavals, yidvis dros da SesaZeniproduqtis odenobas. rogor xorcieldeba es, ra xdeba mom-

xmareblis cnobierebaSi yidvaze gadawyvetilebis miRebis

procesSi, marketingis specialistebisTvis ar aris cnobili.

amis gamo maT ar SeuZliaT zustad gansazRvron myidvelis

mosalodneli reaqcia. amasTan, myidvelis qcevis modeli ex-

mareba marketingis specialistebs gaerkvnen momxmareblebis

moTxovnebSi, dausvan maT swori kiTxvebi saWiro pasuxebismisaRebad da zemoqmedeba moaxdinon maTze.



160

samomxmareblo saqonlis momxmarebelTa qcevis gan-

msazRvreli faqtorebi

samomxmareblo saqonlis bazarze momxmarebelTa qcevas

bevri faqtori gansazRvravs (ix. nax. 6.2.). isini SeiZleba

dajgufdes ase:

1) kulturuli faqtorebi;

2) socialur-ekonomikuri faqtorebi;

3) pirovnuli faqtorebi;

4) fsiqologiuri faqtorebi

myidvelis qceva bazarze, pirvel rigSi, kulturulifaqtorebiT ganisazRvreba. kulturuli faqtorebi moicavs

kulturas, subkulturas da socialur klass.

kulturaSi igulisxmeba sazogadoebis miRwevebi ganaT-

lebis, mecnierebis, teqnikis, xelovnebis, agreTve, yofacxov-

rebis sferoSi. es miRwevebi gansazRvravs adamianTa moTxov-

nilebebs da qcevas bazarze.

ZiriTad kulturul faseulobebs adamiani iZens, pir-vel rigSi, ojaxSi, Semdeg ki sxvadasxva sazogadoebriv in-

stitutSi, kerZod, baRSi, skolaSi, umaRles saswavlebelSi,

samsaxurSi.

yoveli kultura Sedgeba subkulturebisgan. subkulturebi

saqarTveloSi gamoiyofa kuTxur safuZvelze, agreTve, qveya-

naSi mcxovrebi sxva erovnebebis mixedviT. isini iqmneba re-

ligiuri niSnis mixedviTac. erovnul da religiur Tavisebu-rebebze mniSvnelovanwilad aris damokidebuli maT mier Ses-

yiduli da moxmarebuli saqonlis struqtura da, Sesabami-

sad, maT mier gamovlenili myidvelobiTi Cvevebi. ama Tu im

subkulturis warmomadgenlis mier moxmarebuli saqonlis

struqtura ramdenadme gansxvavebulia. es exeba rogorc sa-

sursaTo, ise samrewvelo saqonels. ase, magaliTad, erTmane-

Tisgan gansxvavdeba qristianebis, musulmanebis da iudaizmis



161

mimdevrebis mier moxmarebuli sasursaTo saqonlis struq-

tura. es faqti aucileblad unda gaiTvaliswinon zogierTi

sasursaTo saqonlis mwarmoebelma da gamsaRebelma sawarmo-

ebma.

kulturuli faqto-

rebi

socialur-ekonomiku-

ri faqtorebi

kultura

subkultura

socialuri klasi

sareferento jgufebi

ojaxi

fuladi Semosavali

fasebis done

momxmarebeli

pirovnuli faqtorebi fsiqologiuri faq-

torebi

asaki

ojaxis sasicocxlo

ciklis etapi

samuSaos saxe

cxovrebis wesi

pirovnebis tipi

motivacia

aRqma

swavla

rwmena

damokidebuleba

nax. 6.2. samomxmareblo saqonlis momxmarebelTa

qcevis ganmsazRvreli faqtorebi

myidvelTa qceva bazarze gansxvavebulia imis mixedviT,

Tu romel socialur klass ekuTvnian. saer- Tod, erTi so-

cialuri klasis warmomadgenlebi, ZiriTadad, erTnairad iq-

cevian saqonlis yidvis procesSi.



162

socialuri klasisadmi kuTvnileba gansazRvravs adamianis

adgils sazogadoebaSi.

ukanasknel wlebSi saqarTveloSi mkveTrad gamoikveTa

sazogadoebis Semosavlebis mixedviT danawilebis tendencia.

saqarTvelos mosaxleobis sakmaod didi nawili dRes Rata-

kia, umravlesoba Raribia, nawili saSualo SeZlebisaa da

mxolod mcire nawils aqvs didi Semosavali. Semosavlebis

donis mixedviT gansxvavebulia momxmarebelTa interesebi,maT mier materialur da kulturul faseulobaTa Sefaseba,

maTi myidvelobiTi Cvevebi bazarze, rac, Tavis mxriv, gani-

sazRvreba Cacmisa da kvebis gansxvavebuli kulturiT, dasve-

nebisa da muSaobis gansxvavebuli wesiT. adamianebi maTi Se-

mosavlebis, simdidris da sxva maCveneblebis mixedviT gada-

dian erTi socialuri klasidan meoreSi. amis Sesabamisad ic-

vleba maTi, rogorc myidvelebis, qceva bazarze.socialur-ekonomikuri faqtorebi moicavs sareferento

jgufebs, ojaxs, fulad Semosavlebs, fasebis dones da a.S.

sareferento jgufebs uwodeben adamianTa gaerTianebebs,

romlebic pirdapir an arapirdapir zemoqmedeben ama Tu im

individis, rogorc myidvelis, qcevaze an kidev vinmes an ra-

imes mimarT damokidebulebaze. praqtikaSi xSirad xdeba, rom

adamianebi TavianT gadawyvetilebebs ama Tu im saqonlis yid-vasTan dakavSirebiT swored sareferento jgufebis gavleniT

iReben. ase, magaliTad, Svilebis damokidebuleba sazogadoe-

bisadmi, movlenebisadmi, adamianebisadmi, sagnebisadmi da a. S.,

pirvel rigSi, ojaxis wevrTa gavleniT yalibdeba, ojaxi ki

yvelaze Zlieri sareferento jgufia. Tavis mxriv, Svilebi

Zlier zemoqmedebas axdenen mSoblebis, rogorc myidvelebis,

qcevaze. saqonelTa umetesobas mSoblebi swored Svilebis



163

gavleniT yiduloben. cxadia, gavlena zogjer aqtiuria, zog-

jer-pasiuri. e.i. Svilebi zogjer pirdapir sTxoven mSob-

lebs ama Tu im saqonlis yidvas. zogjer mSobeli Tavisi mo-

sazrebiT yidulobs saqonels, icis ra, rom mis Svils

surs misi SeZena. erTmaneTze, rogorc saqonlis myidvelebze,

gansakuTrebiT Zlierad meuRleebi zemoqmedeben. ra Tqma un-

da, ssxvadasxva kulturisa da tradiciebis mqone qveyanaSi

es gavlena gansxvavebulia. rogorc wesi, qveynebis umeteso-

baSi ojaxSi qalebi asruleben wamyvan rols kvebis produq-

tebis da saojaxo wvrilmanis yidvaSi. mamakacebi gadamwyvet

rols ZviradRirebuli saqonlis yidvis procesSi asruleben.bolo wlebSi, am mxriv, saqarTveloSi bevri ram Seicvala.

ekonomikuri krizisis pirobebSi bevri ojaxis ZiriTadi mar-

Cenali qali gaxda. am garemoebam mkveTrad aamaRla misi ro-

li ojaxSi da amis Sesabamisad saojaxo saqonlis yidvaze

gadawyvetilebis miRebis procesSi.

marketingis specialistebi unda gaerkvnen, Tu mocemul

konkretul qveyanaSi ojaxis romeli wevris gavlenaa ufroZlieri, rom sareklamo gancxadebebSi aqcenti masze gaakeTon.

ojaxis wevrebTan erTad adamianebis qcevaze did gavlenas me-

gobrebi da kolegebi axdenen. amasTan, adamianebze gavlena Se-

iZleba moaxdinon iseTma jgufebmac, romelTa wevric is ar

aris.

momxmareblis mier nayidi saqonlis moculoba uSualod

aris damokidebuli fuladi Semosavlebis sididesa da fase-bis doneze. amitom marketingis specialistebi mudmivad unda

iyvnen saqmis kursSi am maCveneblebis mixedviT faqtiurad

arsebul mdgomareobaze. fuladi Semosavlebi da fasebis do-

ne gansazRvravs momxmarebelTa myidvelobiT unars, romli-

Tac zRvardebulia saqonlis mosalodneli gayidvis sidide.

bazarze momxmareblis qcevaze mniSvnelovan gavlenas

axdens momxmarebelTa pirovnuli maxasiaTeblebi, kerZod,



164

asaki, ojaxis sasicocxlo ciklis etapi, samuSaos saxe,

cxovrebis wesi, pirovnebis tipi.

asakze mniSvnelovnad aris damokidebuli adamianis mier

Sesyiduli saqonlis asortimenti. es bunebrivia. sruliad

gansxvavebuli saqoneli sWirdebaT Cvil bavSvebs, mozardebs,

asakovnebs. amasTan, asakis momatebasTan erTad icvleba adami-

anis gemovnebac, rac aseve zemoqmedebs moxmarebuli saqonlis

asortimentze.

momxmareblis mier Sesyiduli saqonlis struqtura

mniSvnelovanwilad aris damokidebuli ojaxis sasicocxlo

ciklis etapze. moxmarebuli saqonlis struqtura gansxvave-bulia martoxelebis, axaldaqorwinebulebis, mcirewlovan

bavSvebiani ojaxebis da a.S. mixedviT. sxvadasxva sasicoc-

xlo ciklis etapze myofi ojaxis warmomadgenlebis, ro-

gorc myidvelebis, qceva bazarze gansxvavebulia.

momxmarebelTa samuSaos xasiaTic moqmedebs bazarze ga-

sayidad gamotanili saqonlis realizaciis maCveneblebze. mu-

Sebs TavianTi funqciebis Sesasruleblad sawarmoTa xel-mZRvaneli muSakebisgan sruliad gansxvavebuli samosi esaWi-

roebaT. es saqoneli xSirad gansxvavebulia ara marto da-

niSnulebis, aramed Rirebulebis mixedviTac. marketologebis

amocanaa maT samoqmedo zonaSi arsebuli profesiebis muSak-

Ta raodenobis da am safuZvelze saqonlis realizaciis mo-

salodneli moculobis prognozireba. dReisTvis saqarTve-

los mosaxleobis erTi nawili dausaqmebelia. xSiria Sem-Txveva, roca mxolod ojaxis erTi wevri muSaobs. cxadia,

mosaxleobis es nawili ar yidulobs an TiTqmis ar yidu-

lobs saojaxo saqonels. maT mxolod pirveladi moTxovni-

lebis dabalxarisxiani da dabalfasiani saqonlis yidva Se-

uZliaT. mosaxleobis es nawili, rogorc myidveli, ZiriTa-

dad, naklebad pretenziulia.



165

gansxvavebuli cxovrebis wesis mqone adamianebs esaWi-

roebaT sxvadasxva saqoneli. maTi erTi nawili jansaRi

cxovrebis wesiT cxovrobs, ris gamoc aqtiurad yidulobs

sportul saqonels. meore nawili upiratesobas aniWebs al-

kohols, sigarets, drostarebas. imaze, Tu rogoria moce-

mul konkretul regionSi mosaxleobis umetesobis cxovre-

bis wesi, informacias aucileblad unda flobdnen mewarmee-

bi. amis gareSe maT gauWirdebaT saqonlis gayidva, ramac Se-

iZleba mewarmeebi Zalian daazaralos da gaakotros kidec.

yoveli adamiani specifikuri pirovnebaa. pirovnebis xa-

siaTs gansazRvravs adamianSi, metnaklebi zomiT, Semdegi Tvi-sebebis arseboba: sxvaze gavlenis moxdenis unari, mtkice xa-

siaTi, damoukidebloba, meryevi xasiaTi, mokrZalebuloba, ag-

resiuloba, gulRiaoba, daZabuloba, erTguleba, damyoli xa-

siaTi, TavSekavebuloba, mizanswrafva, wesrigis moyvareoba,

Semguebloba, Zalauflebis moyvareoba. cxadia, Tu momxmare-

beli meryevi xasiaTisaa, bazarze misi qcevis marTva SeiZle-

ba, rac Zalian Znelia mtkice xasiaTis momxmareblebSi. gan-sxvavebulad iqcevian bazarze agresiuli, gulRia, meryevi

xasiaTis da mizanswrafuli momxmareblebic. momxmareblis pi-

rovnebis tips unda Seesabamebodes gamyidvelebis qcevac, wi-

naaRmdeg SemTxvevaSi konfliqti da stresuli situaciebi

gardauvalia. mewarmeebisTvis momxmarebelTa metad mniSvne-

lovani Tviseba maTi saqonlis mimarT erTgulebaa, radgan is

saqonlis ganmeorebiTi yidvis safuZvelia. erTguli momxma-reblebi iReben gadawyvetilebas droSi, e.i fiqroben mxo-

lod imaze, Tu rodis iyidon mocemuli sawarmos saqoneli.

erTgul momxmareblebs gafrTxileba sWirdebaT, isini xom

saqonlis mimarT damokidebulebiT mis reklamas ewevian. amas-

Tan, erTgul momxmarebelebTan muSaoba sawarmos warmomad-

genlebisTvis advilia, radgan maTi mosalodneli qceva sa-

warmoebs Seswavlili da saTanadod gacnobierebuli aqvT.



166

samomxmareblo saqonlis momxmareblis qcevis ganmsaz-

Rvreli fsiqologiuri faqtorebia: motivacia, aRqma, swavla,

rwmena da damokidebuleba.

motivaciaSi igulisxmeba adamianisTvis samoqmedod biZ-

gis micema.

biZgis mimcemis rolSi gamodis saWiroeba, romelic

adamianisTvis xdeba imdenad mniSvnelovani, rom is iwyebs mi-

si dakmayofilebisTvis gzebisa da saSualebebis Ziebas, e.i

saWiroeba ubiZgebs adamians moqmedebisken.

marTalia, motivirebuli adamiani mzadaa moqmedebisTvis,

magram, konkretulad, Tu ras gaakeTebs is Tavisi saWiroebe-bis dasakmayofileblad, ganisazRvreba situaciis aRqmiT. aR-

qma arsebuli informaciis SerCevis da interpretaciis pro-

cesia. aRqma ar aris damokidebuli mxolod fizikur gamRi-

zianeblebze. aRqmis procesze gavlenas axdens, agreTve, ada-

mianis damokidebuleba garemomcveli samyaros mimarT da misi

pirovnuli Tvisebebi. amdenad, adamianebi sxvadasxvagvarad re-

agireben erTi da imave gamRizianeblebze, e.i gansxvavebuliamaTi, rogorc momxmareblis, qceva bazarze.

swavlaSi igulisxmeba gamocdilebis dagrovebis proce-

sis Sesabamisad adamianTa qcevaSi ganxorcielebuli

cvlilebebi.

swavlis Teoria marketologebs aswavlis, rom moTxov-

nis gazrda saqonelze SesaZlebelia momxmarebelze zemoqme-

debis moxdeniT.rwmena raimes azrobrivi daxasiaTebaa adamianis mier,

damokidebuleba ki misi Sefasebaa.

damokidebuleba saqonlis mimarT SeiZleba iyos poziti-

uri an negatiuri. momxmareblebs ama Tu im saqonelze gar-

kveuli rwmena da damokidebuleba uyalibdebaT dagrovebuli

codnis safuZvelze. swored momxmareblis saqonelze damoki-



167

debuleba gansazRvrvs mis momaval beds_saqoneli gaiyideba

an ar gaiyideba.

6.4. samomxmareblo saqonlis yidvis procesis etapebi

samomxmareblo saqonlis yidvis procesSi xSirad er-

Tdroulad monawileobs ramdenime adamiani. am adamianebidan

zogi iniciatoris, zogi uSualod gadawyvetilebis mimRebis,

zogic myidvelis rolSi gamodis. zogi iyenebs nayid saqo-

nels, zogi ki mxolod gavlenas axdens yidvis proceszesxvebisTvis rCevis micemis gziT. ase, rom yidvis procesSi

monawile adamianebi qmnian erTian jaWvs (ix. nax. 6.3.), rom-

lis rgolebidan firmebs zogjer uWirT uSualod gadawyve-

tilebis mimRebis amocnoba. es aZnelebs saqonlis reklamire-

bis da, Sesabamisad, realizaciis process.

iniciatoria is piri an sawarmo, romelsac pirvelad

daebadeba ama Tu im saqonlis an momsaxurebis yidvis idea.gavlenis momxdenad iTvleba piri, romelic saqonlis yidviT

dainteresebul adamianebs raRac rCevas aZlevs saqonlTan

dakavSirebiT. uSualod gadawyvetilebis mimRebia is pirovne-

ba, romelic iRebs saboloo gadawyvetilebas ama Tu im sa-

qonlis yidvis droisa da adgilis Sesaxeb. myidvelad iT-

vleba is pirovneba, vinc uSualod yidulobs saqonels.

ojaxSi, umetes SemTxvevaSi, saqonlis myidvelis rolSi dia-saxlisi gvevlineba. nayidi saqonlis gamomyenebeli SeiZleba

iyos misi myidveli an ojaxis sxva romelime wevri.



168

nax. 6.3. samomxmareblo saqonlis yidvis procesis

monawileni

samomxmareblo saqonlis yidvaze gadawyvetilebis miRe-

bis procesi sakmaod rTulia. is Sedgeba Semdegi etapebisgan

(ix. nax. 6.4.):1) saqonlis yidvis aucileblobis SegrZneba, anu prob-

lemis gacnobiereba;

2) informaciis moZieba problemis gadasawyvetad saWi-

ro saqonelze;

3) saqonlis konkurentuli variantebis Sefaseba;

4) yidvis Sesaxeb saboloo gadawyvetilebis miReba;

5)

yidva;

samomxmareblo saqonlis yidvazegadawyvetilebis miRebis procesSi

monawile subieqtebi

gavlenis momxdeni piri

gadawyvetilebis uSualodmimRebi piri

myidveli

iniciatori

gamomyenebeli



169

6) nayidi saqonlis Sefaseba

nax 6.4. samomxmareblo saqonlis yidvaze gadawyvetile-

bis miRebis procesis ZiriTadi etapebi

saqonlis yidvis procesi iwyeba maSin, roca adamiani

gaicnobierebs ama Tu im saqonlis yidvis aucileblobas. amis

Semdeg adamiani agrovebs informacias misTvis saWiro saqo-

nelze. informaciis moZieba saqonelze aucilebeli xdeba

informaciis moZieba

problemis gacnobiereba

konkurentirebadi saqonlis variantebis Sefaseba

saboloo gadawyvetilebis miReba yidvaze

uSualod yidva

nayidi saqonlis Sefaseba



170

maSin, roca is ucnobia misi yidviT dainteresebuli adamia-

nisTvis.

saqonlis Sesaxeb informaciis Segrovebis ZiriTadi wya-

roebi SeiZleba iyos piradi, komerciuli, yvelasTvis xelmi-

sawvdomi, agreTve, empiriuli (ix. nax. 6. 5.). piradi wyaro-

ebia: ojaxis wevrebi, megobrebis wre, mezoblebi, TanamSrom-

lebi, nacnobebi.

piradi wyaroebi komerciuli

wyaroebi

yvelasTvis xel-

misawvdomi wya-

roebi

empiriuli cod-

nis wyaroebi

ojaxis wevrebi

megobrebi

mezoblebi

TanamSromlebi

nacnobebi

reklama

saqonlis gam-

yidvelebi

Suamavlebi

masobrivi infor-maciis saSuale-

bebi

marketinguli

kvlevis saagen-

toebi

marketingis sa-

konsultaciopunqtebi

saqonelze Sexe-ba

saqonlis gamok-

vleva

saqonlis gamoye-

neba

nax. 6.5. samomxmareblo saqonelze informaciis moZiebis

ZiriTadi wyaroebi

komerciul wyaroebSi Sedis reklama, saqonlis gamyidvelebi,

Suamavlebi. yvelasTvis xelmisawvdom wyaroebs miekuTvneba:

masobrivi informaciis saSualebebi, marketinguli kvlevissaagentoebi, marketingis sakonsultacio punqtebi. empiriuli

wyaroebia: saqonelze Sexeba, saqonlis gamokvleva da gamoye-

neba.

momxmarebeli TavisTvis saWiro saqonlis Sesaxeb in-

formaciis moZiebis Semdeg afasebs yidvis SesaZlo varian-

tebs. arsebuli SesaZleblobebidan momxmarebeli irCevs mo-



171

cemul momentSi TavisTvis yvelaze ufro misaReb da ara yve-

laze ukeTes variants.

amis Semdeg uSualod yidva-gayidvis aqti xorcieldeba.

nayidi saqoneli sxvadasxva momxmarebelze sxvadasxvagvarad

moqmedebs, amitom maTi reaqcia gansxvavebulia. momxmareblebis

nawili nayidi saqonliT kmayofili rCeba, nawili aRfrTovane-

buli, nawils ki SeiZleba saerTod ar moewonos saqoneli.

momxmareblis reaqcia mkveTrad vlindeba maSin, roca molodi-

ni da realoba arsebiTad gansxvavdeba erTmaneTisgan. momxma-

reblis reaqcia nayid saqonelze Zalian mniSvnelovania, sawar-

mosTvis kmayofili momxmarebeli xom saqonlis saukeTesoreklamaa, rom aRaraferi iTqvas saqonliT aRfrTovanebul

momxmarebelze. es kargad ician Wkvianma biznesmenebma da cdi-

loben TavianTi saqonlis Sesaxeb obieqturi informaciis gav-

rcelebas. zogjer isec xdeba, rom saqonlis dadebiT Tvise-

bebze momxmarebels informacias specialurad srulad ar aw-

vdian. amis mizani, bunebrivia, arapirdapiri gziT momxmarebli-

sTvis meti kmayofilebis miniWebaa, kmayofili momxmarebeli kisaqonlis Sesaxeb dadebiTi informaciis gavrcelebis Zalian

mniSvnelovani wyaroa. saqonelze dadebiTi azris gavrcelebiT

Cqardeba realizaciis procesi da amis Sesabamisad izrdeba mi-

Rebuli mogebis sidide.

6.5. sawarmoo daniSnulebis saqonlis myidvelTa

qcevaze moqmedi faqtorebi

sawarmoo daniSnulebis saqonlis bazars, romelsac gan-

viTarebul qveynebSi saqmian bazars, agreTve, biznesbazarsac,

uwodeben, qmnian sawarmoebi. isini saqonels yiduloben sxva

saxis saqonlis warmoebis procesSi gamoyenebis mizniT.

saqmian bazarze myidvelis qcevaze moqmedi faqtorebis

wre Zalian farToa. specialistebi maT ajgufeben, ZiriTa-

dad, ase(ix. nax. 6.6.):



172

nax. 6.6. sawarmoo daniSnulebis saqonlis myidvelTa qcevis

ganmsazRvreli faqtorebi

pirovnulifaqtorebi

asaki;ganaTleba;

dakavebuliTanamdeboba;kulturulidone;riskze wasvlisunari.

pirovnebaTaSorisiurTierTobisfaqtorebi

interesebi;uflebamosileba;

sxvis adgilzesakuTari Taviswarmodgenisunari;sxvebisdarwmunebisunari.

organizaciulifaqtorebi

mizani;politika;muSaobismeTodebi;sawarmosorganizaciulistruqtura;organizaciaSimoqmedisistemebi.

sawarmoodaniSnulebis saqonlismyidvelebi

gare garemosfaqtorebi

moTxovna;

ekonomikisganviTarebisperspeqtivebi;kreditzeprocentis sidide;mecnierebisa dateqnikisganviTarebismdgomareoba;politikurimdgomareoba

qveyanaSi;biznesissakanonmdeblobazis cvlilebebi;konkurentebissaqmianobaSicvlilebebi.



173

1) gare garemos faqtorebi;

2) organizaciuli faqtorebi;

3) pirovnebaTSorisi urTierTobis faqtorebi;

4)

pirovnuli faqtorebi.

gare garemos faqtorebSi, Tavis mxriv, erTiandeba moT-

xovna, ekonomikis ganviTarebis perspeqtivebi, kreditze pro-

centis sidide, mecnierebisa da teqnikis ganviTarebis mdgoma-

reoba, politikuri mdgomareoba qveyanaSi, cvlilebebi kanon-

mdeblobaSi, mosalodneli cvlilebebi konkurentebis saqmia-

nobaSi.

sawarmoo daniSnulebis saqonelze moTxovnis safuZvelisamomxmareblo saqonelze moTxovnaa. samkervalo sawarmoebi

qsovilebs yiduloben imitom, rom qsovilebisgan Sekeril

saqonels mosaxleoba SeiZens. cxadia, Tu Semcirdeba moTxov-

na tansacmelze, Semcirdeba moTxovna misi warmoebis proces-

Si gamosayenebel nedleulsa da masalebze.

saqmiani bazris ganviTarebaze qveynis ekonomikis ganvi-

Tarebis perspeqtivebic moqmedebs. ekonomikuri aRmavlobisperiodSi sawarmoebs eZlevaT warmoebis moculobis gazrdis

SesaZlebloba mosaxleobis Semosavlebis sididis da Sesaba-

misad misi myidvelobiTi unaris gazrdis bazaze. ekonomikuri

dacemis dros sawarmoebi ver axdenen zemoqmedebas moTxov-

nis saerTo moculobaze. isini cdiloben SeinarCunon an ga-

zardon moTxovna TavianT produqciaze.

kreditze procentis sididec moqmedebs saqmian bazarze.procentis dabali done xels uwyobs warmoebis Semdgom gan-

viTarebas, maRali ki aferxebs mas.

mecnierebisa da teqnikis ganviTarebis miRwevebis gamom-

yenebel sawarmoebs araefeqtiani xarjebis Semcirebis da

mogebis gazrdis meti SesaZleblobebi aqvT, rac maT konku-

rentebTan SedarebiT ukeTes pirobebSi ayenebT. mecnierebisa

da teqnikis ganviTarebis maRali donis pirobebSi cxovrebis



174

done maRldeba, rac zrdis moTxovnas samomxmareblo saqo-

nelze da am safuZvelze sawarmoo daniSnulebis saqonelzec.

politikuri viTareba qveyanaSi biznesis ganviTarebaze

moqmedi mniSvnelovani faqtoria. arastabiluri politikuri

situacia aferxebs warmoebis ganviTarebis SesaZleblobebs,

radgan investirebuli kapitalis dakargvis SesaZleblobebi

izrdeba.

cvlilebebma sakanonmdeblo bazaSi SeiZleba xeli Seuw-

yos saqmiani bazris ganviTarebas an Seaferxos es procesi.

amitom sawarmoTa xelmZRvanelebi mudmivad unda flobdnen

informacias sakanonmdeblo bazaSi momxdar cvlilebebze.sawarmoTa saqmianobis perspeqtivebi mniSvnelovanwilad

konkurenti sawarmoebis saqmianobiT ganisazRvreba. sawarmoTa

xelmZRvanelebi da specialistebi yovelTvis unda flobdnen

informacias konkurenti sawarmoebis muSaobis ZiriTad Sede-

gebze.

organizaciul faqtorebs miekuTvneba:Lorganizaciis mi-

zani, politika, muSaobis meTodebi, organizaciuli struq-tura da organizaciaSi moqmedi ZiriTadi sistemebi.

cxadia, yvela sawarmos afuZneben gansazRvruli mizniT,

romlis misaRwevadac xelmZRvaneloba saTanado politikas

atarebs da sxvadasxva meTods iyenebs. am dros is sawarmoSi

arsebul qvedanayofebsa da moqmed sistemebs emyareba.

pirovnebaTSorisi urTierTobebi moicavs interesebs,

uflebamosilebaTa ganawilebas, sxvis adgilze sakuTari Ta-vis warmodgenis da sxvebis darwmunebis unars.

Tu sawarmoSi pirovnebaTSorisi urTierTobebi aigeba

erTmaneTis interesebis gaTvaliswinebis da urTierTpativis-

cemis safuZvelze da muSakebs eqnebaT sxvebis darwmunebis

unari, Seiqmneba saqmianobis normalurad warmarTvisTvis

xelisSemwyobi atmosfero. amiT moigebs sawarmos mTeli ko-

leqtivic da momxmarebelic, radgan SesaZlebeli gaxdeba saq-



175

mianobis efeqtianad warmarTva da momxmarebelTa moTxovni-

lebebis dakmayofileba.

did gavlenas sawarmoo daniSnulebis saqonlis gayidva-

ze axdens yidva-gayidvis procesSi monawileTa asaki, ganaT-

leba, dakavebuli Tanamdeboba, kulturuli done, gariskvis

unari. cxadia, gamocdili da maRalkvalificiuri muSakebi

ufro swor gadawyvetilebas Rebuloben, gamoucdel da da-

balkvalificiur muSakebTan SedarebiT. amasTan, ukeTesia Tu

gadawyvetilebis miRebaSi erTdroulad monawileobs ramdeni-

me muSaki, romelTagan zogi axalgazrdaa, zogi _ asakovani.

am SemTxvevaSi SesaZlebeli gaxdeba riskis donis gamoTanab-reba, radgan axalgazrdebi ufro riskianebi, asakovnebi ki

ufro konservatorebi arian. ukeTesia, roca maRali Tanamde-

bobis pirebi Tavidan ar icileben pasuxismgeblobas sawarmoo

daniSnulebis saqonlis SeZenisas da aqtiurad monawileoben

yidvis procesSi.

6.6. sawarmoo daniSnulebis saqonlis yidvis procesi

sawarmoo daniSnulebis saqonlis yidvis procesSi mona-

wile adamianTa raodenoba sawarmos sididezea damokidebuli.

mcire sididis sawarmoSi yidviT, rogorc wesi, dakavebulia

erTi specialisti, msxvil sawarmoSi ki mTeli qvedanayofi.

specialistebi sawarmoo daniSnulebis saqonlis yidvis

procesis rva etaps ganixilaven (ix. nax. 6.7.). esenia:1) yidvis saWiroebis gacnobiereba;

2) saWiroebis zogadi mimoxilva;

3) saqonlis maxasiaTeblebis Sefaseba;

4)

momwodeblebis moZieba;

5) saqonlis mowodebis ganacxadis gamoTxova;

6) momwodeblis SerCeva;

7)

SekveTis gaformeba;



176

8) momwodeblis muSaobis efeqtianobis Sefaseba.

nax. 6.7. sawarmoo daniSnulebis saqonlis yidvis procesis

ZiriTadi etapebi

biznessaqonlis Sesyidvis procesi iwyeba im momentidan,

roca sawarmos erT-erTi TanamSromeli gaicnobierebs ama Tu

im problemas, romlis gadawyveta mxolod gansazRvruli sa-

qonlis an momsaxurebis yidviT aris SesaZlebeli. davuSvaT,

dazgas gautyda romelime nawili. cxadia, dazgis muSaobis

gagrZelebisTvis saWiroa am nawilis yidva da misi garemon-

teba. e.i. erTdroulad dgeba rogorc materialuri saxiT

yidvis saWiroebis gacnobiereba

saWiroebis zogadi mimoxilva

saqonlis maxasiaTeblebis Sefaseba

momwodeblebis moZieba

saqonlis mowodebis ganacxadis gamoTxova;

momwodeblebis SerCeva

SekveTis gaformeba

momwodeblis muSaobis efeqtianobis Sefaseba



177

arsebuli saqonlis, ise momsaxurebis yidvis aucilebloba.

zogjer produqtis yidvis saWiroebas ganapirobebs adre na-

yidi saqonlis aradamakmayofilebeli xarisxi. amis gamo saWi-

ro xdeba sxva momwodeblis moZebna. axali saqonlis an mom-

saxurebis yidvis idea SeiZleba daebadoT xelmZRvanel muSa-

kebs da specialistebs gamofenebze daswrebis, reklamebis

gacnobis da sxva faqtorebis zemoqmedebiT.

produqtis yidvis saWiroebis gacnobierebis Semdeg sa-

warmoTa Sesabamisi profilis specialistebi ganixilaven im

ZiriTad maxasiaTeblebs, romlebic unda daakmayofilos saqo-

nelma. isini azusteben, agreTve, Sesasyidi saqonlis raode-nobas.

Semdeg etapze myidveli sawarmoebis inJiner-teqnikuri

personali gansazRvravs saWiro saqonlis saukeTeso teqni-

kur maxasiaTeblebs da aRwers maT detalurad. amis Semdeg

iwyeba momwodeblebis moZieba. myidveli sawarmoebi adgenen

maTTvis saWiro saqonlis kvalificiuri momwodeblebis sias.

am mizniT isini guldasmiT ecnobian cnobarebs, monacemTakompiuterul bazebs, ukavSirdebian sxva, msgavsi profilis,

sawarmoebs informaciis misaRebad.

momwodeblebze informaciis Segrovebis Semdeg myidveli

sawarmo ukavSirdeba momwodebel sawarmoebs da sTavazobs

maT warudginon TavianTi ganacxadebi mowodebis Sesaxeb. pa-

suxad bevri momwodebeli sawarmo myidvel sawarmos ugzav-

nis Tavis katalogs, zogierTi ki agents agzavnis saqonlismyidvelTan maTTvis Tavisi saqonlis Sesaxeb informaciis mi-

sawodeblad. Tu saqme exeba teqnikurad rTul saqonels,

myidveli sawarmoebi mimwodeblebisgan iTxoven oficialur

prezentacias an werilobiTi saxis ganacxads.

myidveli sawarmoebi momwodeblebisgan miRebuli in-

formaciis analizis safuZvelze iReben gadawyvetilebas ama

Tu im gamyidveli sawarmos sasargeblod.



178

sawarmoo daniSnulebis saqonlis Sesyidvis procesis

Semdeg etapze aformeben SekveTas. SekveTaSi mieTiTeba saqon-

lis teqnikuri maxasiaTeblebi, misi raodenoba, mowodebis va-

debi da pirobebi.

sawarmoo daniSnulebis saqonlis Sesyidvis procesis

bolo etapze myidveli sawarmoebi afaseben momwodeblebs

SekveTis Sesrulebis Sedegebis mixedviT da iReben gadawyve-

tilebas momavalSi maTTan urTierTobis mizanSewonilobasTan

dakavSirebiT.

VI TavSi gamoyenebuli marketinguli terminebi

momxmarebeli

momxmarebelTa tipologia

myidvelobiTi qcevis modeli

myidvelis “Savi yuTi”

samomxmareblo saqonlis yidvis procesi

momxmarebelTa qcevakultura

subkultura

socialuri klasi

sareferento jgufi

ojaxis sasicocxlo ciklis etapi

cxovrebis wesi

pirovnebis tipimotivacia

aRqma

swavla

rwmena

damokidebuleba

informaciis piradi wyaroebi

informaciis komerciuli wyaroebi



180

vebs informacias sxvadasxva wyarodan. informaciis Segrove-

bis Semdeg iwyeba yidvis SesaZlo variantebis Sefaseba, rom-

lis Sedegebis mixedviT saqonlis YyidvasTan dakavSirebiT

miiReba saboloo gadawyvetileba. saqonlis realizaciis

procesze did gavlenas axdens momxmareblis mier nayidi sa-

qonlis Sefasebis Sedegebi. Tu momxmarebeli nayidi saqon-

liT kmayofili darCa, saqonlis realizaciis procesi Cqar-

deba, radgan kmayofili momxmarebeli Tavis ganwyobas mis ir-

gvliv myof adamianebs gadascems.



181

Tavi 7. bazris segmentacia, miznobrivi bazrebis SerCeva

da saqonlis

pozicionireba bazarze

VII Tavis swavlebis miznebi


1) praqtikaSi bazris segmentaciis ganxorcielebis saWi-

roebis gacnobiereba;

2) samomxmareblo saqonlis bazris segmentaciis princi-

pebSi garkveva da maTi Sinaarsis sworad formulire-

ba;

3) sawarmoo daniSnulebis saqonlis segmentaciis Tavise-

burebebis Camoyalibeba;

4) segmentaciis Sedegad gamoyofili segmentebidan miz-

nobrivi segmentis arCevis meqanizmSi garkveva;

5) aradiferencirebuli, diferencirebuli da koncentri-

rebuli marketingis strategiebis daxasiaTeba.

7.1. bazris segmentaciis arsi

sawarmoTa umetesobas ar SeuZlia yvela momxmareblis

moTxovnis dakmayofileba resursebis SezRudulobis gamo.

amasTan, arc yvela sawarmos mier warmoebuli saqoneli mos-

wons yvela momxmarebels. amis gamo sawarmoebi iyeneben miz-

nobriv marketings, romelic moicavs bazris segmentacias,

bazris miznobrivi segmentis SerCevas da saqonlis pozicio-

nirebas bazarze (ix. nax.7.1.). miznobriv marketings segmentis

marketingsac uwodeben.



182

nax. 7.1. miznobrivi marketingis elementebi

rogorc ukve aRiniSna meore TavSi, bazris segmentacia

gulisxmobs momxmarebelTa dayofas nawilebad anu segmente-bad maT moTxovnilebebSi, maxasiaTeblebSi da/an qcevaSi arse-

buli gansxvavebis safuZvelze.

sawarmoebi bazris segmentacias yovelTvis ar axorcie-

lebdnen. isini ZriTadad iyenebdnen masobriv marketings. ma-

sobrivi marketingi iTvaliswinebs momxmareblebisTvis erTi

ZiriTadi saqonlis SeTavazebas maT Taviseburebebsa da moT-

xovnilebebSi gansxvavebis gauTvaliswineblad. masobrivi mar-ketingis strategiiT gabatonda msoflio bazarze kompania

Ford. misma damfuZnebelma henri fordma masobrivi marketin-

gis strategia ukvdavyo yvela momxmareblisTvis Model T

Ford-is SeTavazebiT. am manqanasTan dakavSirebiT henri for-

di aRniSnavda, rom momxmarebels SeuZlia iyidos Model T

Ford “nebismieri feris, mxolod Tu is iqneba Savi”.

masobrivi marketingis strategiiT sawarmoebs SesaZleb-loba eZlevaT moicvan momxmareblTa maqsimalurad didi rao-

denoba. amiT xarjebi mcirdeba. Sesabamisad mcirdeba fasebi

da izrdeba mogeba. magram dReisTvis momxmareblebi ver egue-

bian arCevanis ararsebobas. isini moiTxoven mravalferovan

saqonels, romlis momxmareblisTvis SeTavazebas da efeqtia-

nad realizacias uzrunvelyofs bazris segmentaciis stra-

tegia.

bazris

segmentacia

saqonlispozicionire

ba bazarze

bazrismiznobrivi

segmentisSerCeva

m i z n o b r i v i m a r k e t i n g i



183

sawarmoTa absoluturi umetesoba ama Tu im zomiT

mxars uWers bazris segmentacias. amis safuZvelia is dadebi-

Ti Sedegebi, romlebic mas axasiaTebs, kerZod:

1)

segmentacia SesaZleblobas aZlevs sawarmoebs

sxvadasxva niSan-Tvisebebis mqone myidvelTa moT-

xovnilebebze koncentrirebulni iyvnen gansxva-

vebulad;

2) segmentacia stimuls aZlevs axali saqonlis

damuSavebas da warmoebas;

3) segmentacia uzrunvelyofs marketingis kompleq-

sis elementebis meti sizustiT SesabamisobasmomxmarebelTa moTxovnebTan. ase, magaliTad,

rac ufro zustad gaerkveva sawarmos xelmZRva-

neloba momxmarebelTa ama Tu im jgufis moT-

xovnebSi, miT meti SesaZlebloba eqneba mas sa-

qonlis maxasiaTeblebi da fasebi Seusabamos

momxmarebelTa moTxovnebs;

4)

segmentacia ganapirobebs resursebis meti sizus-tiT gadanawilebas saqonlis sxvadasxva jgufs

Soris;

5) segmentacia amcirebs bazarze muSaobis risks,

rac axangrZlivebs sawarmos bazarze arsebobis

periods.

yovelive aRniSnulis Sedegad ufro ukeTesad kmayo-

fildeba momxmarebelTa moTxovnebi da izrdeba sawarmos mo-geba.

miznobriv marketingze gadasvla sawarmoebisTvis zog-

jer Zalian mtkivneulia. specialistTa azriT, miznobrivi

marketingis danergvis procesi gansakuTrebiT Zneli gamodga

Procter&Gamble-saTvis, romelic tradiciulad masobriv

marketings iyenebda. masobrivi marketingis strategia kargad

esadageboda saqonels, romelic gaTvlili iyo SedarebiT er-



184

Tgvarovani momxmareblisTvis. kbilis pastas, tualetis sa-

pons, sarecx saSualebebs erTnairad yidulobda sxvadasxva

asakis, sqesis, Semosavlebis da teritoriuli erTeulis

momxmarebeli, romelic Tvlida, rom Procter&Gamble-is

produqcia saukeTeso iyo saukeTesoTa Soris. magram bolo

periodSi bazarze mdgomareoba mkveTrad Seicvala am kompani-

is produqciisTvis. aSS-is mosaxleoba, romelzec yidda es

kompania Tavidan Tavis saqonels, daiyo mravalricxovan,

moTxovnilebebiT da interesebiT gansxvavebul, jgufebad.

konkurentebmac ar daayovnes da daupirispirdnen

Procter&Gamble-s, romelmac sapasuxod gamouSva sxvadasxvamoTxovnis dasakmayofileblad ama Tu im konkretuli saqon-

lis bevri varianti. magaliTad, Tu adre sarecxis fxvnil

Tide-is mxolod erTi varianti iwarmoeboda, dReisTvis ga-

yidvaSia Cveulebrivi Tide, Txevadi Tide da a.S. ase, rom

Procter&Gamble-ma mimarTa bazris segmentacias.

bazris segmentaciis procesSi sawarmoTa Sesabamisi sam-

saxurebi gansazRvraven segmentaciis principebs, uSualodaxorcieleben segmentacias da axasiaTeben gamoyofil momxma-

rebelTa jgufebs anu segmentebs.

segmentaciis Sedegad gamoyofili momxmarebelTa jgu-

febi, anu bazris nawilebi SeiZleba iyos oTxi donis:

1) segmenti;

2) niSi;

3) regioni;

4) individi.

segmenti momxmarebelTa didi jgufia bazris SigniT,

identificirebuli erTi da imave niSnebis safuZvelze.

segmentSi gaerTianebuli momxmareblebi erTnairad re-

agireben marketinguli stimulebis gansazRvrul nakrebze.

avtomobilebis mwarmoebelma kompaniam momxmarebelTa identi-

fikacia SeiZleba ganaxorcielos Semosavlebisa da asakis



185

kombinaciiT. ase, magaliTad, segmentebi, romlebzec gaTvli-

lia GM modelebi, gamoyofilia asakisa da Semosavlebis do-

nis kombinaciiT. modeli Buik Park Avenue gankuTvnilia uf-

rosi asakis Semosavliani momxmareblebisTvis. sportuli

fexsacmlis mwarmoebeli kompaniebisTvis momxmarebelTa iden-

tifikaciis niSani SeiZleba iyos jansaRi cxovrebis wesisa

da Semosavlebis donis kombinacia. segmentis marketingSi

konkurencia Zlieria.

segmentTan SedarebiT momxmarebelTa mcire jgufia ni-

Si, romelic miiReba segmentis qvesegmentebad danawilebis

Sedegad. niSSi momxmareblebs aerTianebs gansakuTrebulisargeblis miRebis surviliT. ase, magaliTad, segmentad SeiZ-

leba gamoiyos sportuli avtomobilebis SeZeniT dainterese-

buli momxmareblebi. am segmentSi fasis mixedviT qvesegmen-

tebad SeiZleba cal-calke CavrToT maRali, saSualo da

mcire fasis gadamxdeli momxmareblebi. niSs Cveulebriv em-

saxureba erTi sawarmo, romelic imdenad maRal doneze usa-

dagebs Tavis saqmianobas momxmarebelTa saWiroebebs, romisini mzad arian saqonelSi maRali fasis gadasaxdelad. ma-

galiTad, firma Ferrari Tavis avtomobilebze awesebes Zalian

maRal fass. mas momxmareblebi uproblemod ixdian, miaCniaT

ra, rom Ferrari-is msgavsad maT sxva firma ver moemsaxureba.

niSis saxiT msxvili kompaniebi kargaven bazris nawils,

romelsac ikaveben konkurentebi. niSis momsaxureba dRes bev-

ri kompaniisTvis norma gaxda. vinaidan kompaniebi niSSi saqo-nels an momsaxurebas maqsimalurad usadageben momxmarebelTa

saWiroebebs, misi realizaciis albaToba Zalian maRalia.

regionis marketingi gansazRvruli teritoriuli erTe-

ulis momxmarebelTa moTxovnilebebis dakmayofilebisken mi-

marTuli marketingia. mas lokalur marketingsac uwodeben.

am SemTxvevaSi sawarmoebi cdiloben TavianTi SesaZleblobebi



186

SesabamisobaSi moiyvanon ama Tu im geografiuli erTeulis

mosaxleobis moTxovnebTan.

segmentaciis bolo doneze sawarmo orientirebulia

calkeuli myidvelis moTxovnilebebze. am dros is saqonlis

asortiments, marketingis programebs usadagebs calkeuli

momxmareblis moTxovnebs.

calkeul momxmarebelze (myidvelze) orientirebul

marketings uwodeben individualur marketings. xatovnad in-

dividualuri marketingis arss aSS-Si gamoxataven ase: “mar-

ketingi erTi momxmareblis bazrebisTvis”, “marketingi Sekve-

TiT”, “marketingi Tvali TvalSi”. saukuneebis ganmavlobaSimomxmareblebs individualurad emsaxurebodnen. ase, magali-

Tad, mkeravi SekveTiT keravda kabas, avejis mwarmoebeli sa-

warmo amzadebda avejs. Semdgom masobrivma marketingma Secva-

la individualuri marketingi. dRes msxvil sawamoebs axa-

li teqnologiebi aZleven saSualebas daubrundnen individu-

alur marketings.

komunikaciis Tanamedrove saSualebebma xeli Seuwyo in-dividualuri marketingis SesaZleblobebis gafarToebas.

eleqtronuli fosta, faqsi, interneti exmareba sawarmoebs

masobrivad moemsaxuron momxmareblebs individualur safuZ-

velze. ase muSaobs iaponuri velosipedebis kompania National

Jndustrial Bicycle company. am kompaniis warmoebis procesi

imdenad moqnilia, rom iTvaliswinebs individualuri momxma-

reblis moTxovnebs velosipedebis warmoebis procesSi. mom-xmarebeli midis velosipedebiT movaWre adgilobriv maRazia-

Si, sadac mas uReben zomas specialur mowyobilobaze. Sem-

deg mas faqsiT gadascemen fabrikaSi, sadac is SehyavT kompi-

uterSi. sam wuTSi keTdeba naxazi, romlis Sesabamisadac

kompiuteri warmarTavs robotebis da muSebis qmedebebs war-

moebis procesSi. momxmarebels SeuZlia 199 feridan aiCios

TavisTvis sasurveli. fabrikas SeuZlia gamouSvas imdeni zo-



187

mis velosipedi, ramdeni adamianicaa dedamiwaze. momxmareblis

SekveTa sruldeba daaxloebiT or kviraSi. am firmis velo-

sipedis fasi meryeobs sakmaod did CarCoebSi, kerZod, 545

dolaridan 32 aTas dolaramde.

individualur marketings mimarTaven is sawarmoebi,

romlebic, ZiriTadad, emsaxurebian sawarmoebs da organiza-

ciebs.

masobrivi momsaxureba individualur safuZvelze

zrdis warmoebuli saqonlis da momsaxurebis samomxmareblo

Rirebulebas da momxmarebelTa moTxovnilebebis dakmayofi-

lebis dones. amiT mkveTrad izrdeba sawarmoTa mogeba.individualuri marketingis ganviTarebis erTi mimarTu-

lebaa damoukidebeli marketingi. gamodian ra individualuri

SemkveTebis rolSi, momxmareblebi Tavis Tavze iReben pasu-

xismgeblobas saqonlis da momsaxurebis SerCevaze. isini da-

moukideblad moipoveben informacias saqonlis Sesaxeb da am

safuZvelze iReben gadawyvetilebas misi yidvis Taobaze.

bazris segmentaciis Semdeg sawarmoebi irCeven bazrismiznobriv segments. miznobrivia segmenti, romelic mocemul

momentSi yvelaze metad Seesabameba sawarmos interesebs da

SesaZleblobebs da romelsac amis gamo irCevs sawarmo. miz-

nobrivi segmenti SeirCeva segmentaciis Sedegad gamoyofili

segmentebis sawarmos poziciidan Sefasebis safuZvelze.

miznobrivi marketingis bolo etapia bazarze saqonlis

pozicionireba. masSi igulisxmeba momxmareblamde saqonlisSesaxeb informaciis mitana. nebismieri sawarmo cdilobs

momxmareblisTvis saqonlis Sesaxeb informaciis miwodebas im

saxiT, rom daarwmunos is Tavisi saqonlis yidvis mizanSewo-

nilebaSi.

7.2. samomxmareblo saqonlis bazris segmentaciis



188

ZiriTadi principebi

bazris segmentaciisTvis marketingis specialistma

unda gamoiyenos sxvadasxva maCvenebeli cal-calke an erTma-

neTTan kavSirSi. es mas saSualebas miscems meti sizustiT

airCios bazris nawili samoqmedod.

samomxmareblo da sawarmoo daniSnulebis bazrebis

segmentacia ar xorcieldeba erTiani midgomiT. amis safuZve-

lia am ori bazris specifikuri niSan-Tvisebebi.

samomxmareblo saqonlis bazris segmentacia SeiZleba

ganxorcieldes geografiuli, demografiuli, fsiqografiulida qceviTi principebis mixedviT, rasac safuZvlad udevs Se-

sabamisi tipis faqtorebi. amis Sesabamisad ganasxvaveben sa-

momxmareblo saqonlis bazris segmentaciis Semdeg saxeebs:

1) geografiuli segmentacia;

2) demografiuli segmentacia;

3) fsiqografiuli segmentacia;

4)

qceviTi segmentacia.

segmentaciis faqtorebi da segmentis saxeebi qveynebis

mixedviT ramdenadme gansxvavebulia. mocemul SemTxvevaSi

isini saqarTvelos magaliTzea dakonkretebuli ( ix. cxrili

7.1.).

cxrili 7.1.

samomxmareblo saqonlis segmentaciis procesSi gamo-

sayenebeli zogierTi faqtori

saqarTveloSi

# segmentaciisprincipi

segmentaciis faqto-rebi

segmentis saxe

1. geografiuli

principi

regioni q. Tbilisi; afxazeTi; aWara; sameg-relo- zemo svaneTi; guria; imere-Ti; raWa-leCxumi da qvemo svaneTi;Sida qarTli; samcxe-javaxeTi

5 aTasze naklebi mcxovrebiT;



189

qalaqi, daba

raioni

klimati

5_10 aTasi; 10-20 aTasi; 20-50aTasi; 50-100 aTasi; 100 aTaszemeti.

mcxeTis raioni; dmanisis raioni;kaspis raioni; vanis raioni;Cxorowyus raioni.. . .

Tbili, civi

2. demografiuli

principi

asaki

sqesi

ojaxis sidide

ojaxis sasicocxlociklis etapi

Semosavlebis done

dasaqmebis xasiaTi

ganaTlebis done

religiuri rwmena

erovneba

0-4 weli; 5-14 weli; 15-19 weli;20-24 weli; 25-34 weli; 35-49weli; 50-64 weli; 65 weli da me-ti.

mdedrobiTi; mamrobiTi

1 suliani ojaxebi; 2 sulianiojaxebi; 3-4 suliani ojaxebi; 5da met suliani ojaxebi.

axalgazrda martoxelebi; uSvilo2 suliani ojaxebi; mcirewlovanbavSvebiani ojaxebi;ojaxebi, romelTac hyavT mozardiSvilebi; asakovani meuRleebi; xan-SiSesuli martoxelebi

50-100 lari; 100-200 lari; 200-500 lari; 500-1000 lari; 1000laris zeviT

gonebrivi SromiT dakavebuli ada-mianebi; mmarTvelebi, Tananmdebobispirebi da mesakuTreebi; vaWrobismuSakebi; xelosnebi; kvalificiurimuSebi; soflis meurneobaSi dasaq-

mebulebi; pensionerebi, studente-bi, diasaxlisebi, umuSevrebi

dawyebiTi; saSualo profesiuli;saSualo; daumTavrebeli saSualo;umaRlesi; daumTavrebeli umaRlesi

marTlmadidebeli qristianiebi; ka-Tolike qristianebi; iudevelebi;musulmanebi da a.S.

qarTvelebi; afxazebi; osebi; ruse-



190

bi; ukrainelebi; azerbaijanelebi;somxebi; ebraelebi; asirielebi;berZnebi; qurTebi

3. fsiqografiuli

principi

sazogadoebrivi

klasi

cxovrebis wesi

pirovnebis xasiaTi

siRaribis zRvarze dabla myofni;

Raribebi; saSualo klasi; mdidrebi

tradicionalistebi; garTobis moy-varulni; Semoqmedni; alturistebi

impulsurebi; komfromistebi; avto-ritarebi; pativmoyvareni

4. qceviTi

principi

yidvis stili

saZiebeli sargebeli

gamomyeneblis sta-tusi

produqciis gamoye-nebis koeficienti

produqtis mimarTdamokidebuleba

regularuli; gansakuTrebuli Sem-Txveva

produqtis xarisxis done; momsa-xurebis done; ekonomiuroba gamo-yenebis procesSi; ekologiuri si-sufTave

momxmareblebi, romlebic ar sar-gebloben mocemuli saqonliT; axa-li momxmareblebi; mudmivi momxma-reblebi; potenciuri momxmareble-bi; yofili momxmareblebi

aqtiuri momxmareblebi; zomierimomxmareblebi; pasiuri momxmareb-lebi

produqtiT aRfrTovanebuli mom-xmareblebi; produqtis mimarT da-debiTad ganwyobili momxmareblebi;gulgrili momxmareblebi; produq-tis mimarT uaryofiTad ganwyobi-li momxmareblebi

geografiul segmentaciaSi igulisxmeba mTliani bazrisdanawileba erTgvarovan jgufebad maTi adgilmdebareobis mi-

xedviT.

demografiuli segmentacia gamoixateba mTliani bazris

jgufebad danawilebaSi asakis, sqesis, ojaxebis raodenobis,

ojaxis sasicocxlo ciklis etapis, Semosavlebis donis, da-

saqmebis xasiaTis, ganaTlebis donis, religiuri rwmenis, ra-

sis, erovnebis mixedviT.



191

fsiqografiuli segmentacia gulisxmobs mosaxleobis

dayofas msgavs jgufebad fsiqologiuri maCveneblebis, fase-

ulobebisa da cxovrebis stilis mixedviT.

qceviTi niSnis mixedviT segmentacias produqtis mixed-

viT segmentaciasac uwodeben. am dros bazars erTgvarovan

jgufebad yofen produqtze damokidebulebis mixedviT. am

tipis segmentacia praqtikaSi sxvadasxva formiT gamovlinde-

ba, kerZod, gamoyofen:

1) segmentacia produqtis yidvis sababis mixedviT;

2) segmentacia saZiebeli sargeblis Sesabamisad, e.i imis

mixedviT, Tu ris miReba surs momxmarebels produq-tidan;

3) segmentacia gamomyeneblis statusis safuZvelze;

4) segmentacia produqtis gamoyenebis koeficientis mi-

xedviT;

5) segmentacia saqonlisadmi damokidebulebis Sesabami-

sad.

geografiuli principis mixedviT segmentaciis safuZve-lia moTxovnilebebis gansxvaveba geografiuli erTeulebis

(qveyana, regioni, qalaqi, sofeli) da klimaturi zonebis

WrilSi. ra Tqma unda, calkeul geografiul erTeulSi yve-

la momxmarebeli ar iRebs erTnair gadawyvetilebas saqon-

lis yidvasTan dakavSirebiT, magram geografiuli segmentaci-

is dros SesaZlebeli xdeba momxmarebelTa moTxovnilebebSi

saerTo niSnebis gamoyofa. geografiuli principis mixedviTsegmentebis gamoyofa xSirad Serwymulia demografiul seg-

mentaciasTan iseTi maCveneblebis gaTvaliswinebiT, rogoricaa

mosaxleobis raodenoba, Semosavlebis done, religiuri rwme-

na, migracia. saqarTvelos mosaxleoba araTanabarzomierad

aris ganlagebuli qveynis teritoriaze. mosaxleobis naxe-

varze meti cxovrobs qalaqad. saqarTvelos yvelaze didi qa-

laqi Tbilisia 1,1 mln mcxovrebiT (mTeli mosaxleobis da-



192

axloebiT meoTxedi). mosaxleobis raodenobis mxriv didi qa-

laqebia (100 aTasze meti mcxovrebi) quTaisi, baTumi, rus-

Tavi. aRniSnuli qalaqebi SeiZleba gamoiyos calke segmente-

bad zogierTi saqonlis warmoebisa da realizaciis proces-

Si.

mxolod mosaxleobis raodenobis mixedviT calkeul

geografiul erTeulze orientaciiT ar SeiZleba biznesis

ama Tu im saxis ganxorcieleba. mxedvelobaSi unda miiRon

sxva faqtorebic saqonlis mimarT momxmareblis damokidebu-

lebis gamosaxatavad. aseTi faqtorebi, rogorc ukve aRiniS-

na, SeiZleba iyos Semosavali, kulturuli faseulobebi, ro-melTac safuZvlad erovnuli da religiuri niSan-Tvisebebi

udevs, migraciis maCveneblebi.

geografiuli segmentaciis mniSvnelovani faqtori kli-

matia. ramdenamde gansxvavebulia produqtebis moxmareba

zRvispireTSi, mTian regionebSi, mTlianad dasavleT an aRmo-

savleT saqarTveloSi. regionul WrilSi, gansxvavebuli

klimatis gamo, gansxvavebulia ara marto samrewvelo, aramedsasursaTo saqonlis moxmarebac. magaliTad, aSS-Si civi

CrdiloeTis Statebis mosaxleoba bevr wvnians miirTmevs,

vidre Tbili, samxreTis Statebis mosaxleoba. Tumca, zog-

jer, moulodneli movlenebic aRiniSneba. magaliTad, aSS-Si

civi klimatis pirobebSi mcxovrebi adamianebi Tbil klimat-

Si mcxovreb adamianebTan SedarebiT met nayins moixmaren.

praqtikaSi yvelaze xSirad mimarTaven segmentacias de-mografiuli principiT. amis mizezi martivia _ saqonlis

yidvis survili da gamoyenebis intensiuroba mWidrod ukav-

Sirdeba demografiul maCveneblebs. maSinac ki, roca segmen-

tacia xorcieldeba sxva principis mixedviT, swori gadaw-

yvetilebis misaRebad unda dadgindes gamoyofili segmente-

bis demografiuli maCveneblebi.



193

demografiuli segmentaciisTvis sawarmos sWirdeba mo-

nacemebis gansazRvruli nakrebi. demografiuli monacemebis

ZiriTadi wyaro statistikis saxelmwifo departamentia.

sqesis mixedviT segmentacia anu genderuli segmentacia

saSualebas iZleva advilad ganisazRvros zogierTi produq-

tis bazris sazRvrebi. genderuli segmentacia, ukve didi xa-

nia, farTod gamoiyeneba samkervalo mrewvelobaSi, saparikma-

xeroebis qselSi, parfiumeria-kosmetikis mwarmoebeli da

gamsaRebeli sawarmoebis mier. amasTan, zogierTi kompania er-

Tsa da imave produqts sTavazobs mamakacebsac da qalebsac.

magaliTad, Gillette erTjeradi moxmarebis britvas Slim Twist-s sTavazobs orive sqesis momxmarebels, mxolod gansxvavebu-

li feriT.

bevri firma bazris segmentebad danawilebas axdens

momxmarebelTa asakis mixedviT, radgan momxmarebelTa moT-

xovnebi xSirad SesamCnevadaa gansxvavebuli sxvadasxva asa-

kobriv jgufSi. Tumca, isic unda aRiniSnos, rom asaki yo-

velTvis ar iZleva sasurveli segmentebis gamoyofis saSua-lebas. amis mizezi is aris, rom xanSiSesuli adamianebi Tavi-

anTi cxovrebis wesiT da janmrTelobiT zogjer ufro

axalgazrdebi arian, vidre asakiT axalgazrdebi.

produqtebis sakmaod didi nawili ojaxuri moxmarebi-

saa (aveji, sacxovrebeli binebi, saojaxo teqnika...). amitom

isini unda awarmoon ojaxebis raodenobis, ojaxebis Seqmnis

tendenciis gaTvaliswinebiT. am dros mxedvelobaSi miiReba,agreTve, ojaxis sasicocxlo ciklis etapi, radgan moxmare-

buli saqonlis xasiaTi ramdenadme gansxvavebulia axalgaz-

rda martoxelebSi, orsulian ojaxebSi, romelTac ar hyavT

bavSvebi, mcirewlovan bavSvebian ojaxebSi, ojaxebSi, romel-

Tac hyavT mozrdili Svilebi, asakovan meuRleebSi, romle-

bic calke cxovroben, asakovan martoxelebSi. rodesac oja-

xi cxovrebis erTi etapidan meoreSi gadadis mis mier moxma-



194

rebuli saqonlis struqtura icvleba. axalgazrda martoxe-

lebi, romlebic calke cxovroben, iafi avejis da SedarebiT

mcire moculobis saojaxo teqnikis aqtiuri myidvelebi da

momxmareblebi arian. axalgazrda martoxelebs, romlebic

cxovroben mSoblebTan erTad, aqvT ufro meti Semosavali

da isini ufro metad yiduloben Zvirfas saqonels, dadian

restornebSi, samogzaurod. axaldaqorwinebulebi, romlebic

calke iwyeben cxovrebas, xSirad yiduloben saxls, avejs,

saojaxo saqonels, saCuqrebs erTmaneTisTvis, dadian samog-

zaurod, restornebSi. bavSvis dabadebasTan erTad axalSeq-

mnili ojaxebis mier moxmarebuli saqonlis struqtura ic-vleba. isini aqtiurad yiduloben bavSvis kvebis produqtebs,

bavSvis tansacmels, sabavSvo etls da a.S. bavSvebis gazrdas-

Tan erTad ojaxebis mier nayidi saqonlis struqtura kvlav

icvleba. ojaxebi, romelTac hyavT studenti Svilebi, Semo-

savlebis did nawils xarjaven dasvenebasa da ganaTlebis mi-

Rebaze, metad yiduloben saojaxo teqnikas. asakovani meuR-

leebi upiratesobas aniWeben dietur kvebas da sxvebTan Se-darebiT ufro meti raodenobiT sWirdebaT da yiduloben

wamlebs, dadian dasasveneblad.

sawarmoTa sakmaod didi nawilisTvis xelsayrelia baz-

ris segmentacia Semosavlebis safuZvelze. Semosavlebis mi-

xedviT segmentaciis dros sawarmoTa erTi nawili cdilobs

moizidos maRalSemosavliani momxmareblebi avtomobilebis,

ZviradRirebuli qurq-bewveulis da sxva Zvirfasi saqonlissayidlad; sawarmoTa meore nawili orientirdeba dabalSemo-

savlian momxmarebelze da sTavazobs mas iaffasian fexsac-

mels, tansacmels, saojaxo saqonels. magram xSiria SemTxve-

vebi, roca Semosavlebis donis mixedviT miznobrivi momxma-

reblebis sworad SerCeva ver xdeba. ase, magaliTad, aSS-Si

feradi televizorebis pirveli myidvelebi, ZiriTadad, iyvnen

muSebi maSin, roca mwarmoeblebi orientirebuli iyvnen ma-



195

RalSemosavlian fenebze. rogorc SemdegSi gairkva, muSebma

feradi televizorebis yidva ufro momgebianad miiCnies, vid-

re kinosa da TeatrSi siaruli.

geografiuli da demografiuli segmentaciis damateba

xSirad fsiqografiuli segmentaciaa. erTi da imave geogra-

fiuli da demografiuli segmentis warmomadgenlebi zogjer

sruliad gansxvavebulebi arian fsiqografiuli maCveneblebis

mixedviT.

fsiqografiuli segmentacia xorcieldeba sazogadoeb-

rivi klasisadmi mikuTvnebis, cxovrebis wesis da pirovnebis

xasiaTis mixedviT. sazogadoebrivi klasisadmi mikuTvnebaxdeba Semosavlebis safuZvelze. saqarTveloSi dReisTvis Se-

iZleba gamoiyos oTxi socialuri klasi: Ratakebi, Raribebi,

saSualo fena, mdidrebi. aSS-Si Semosavlebis mixedviT, Ziri-

Tadad, gamoyofen Svid socialur klass: miliardelebs, mi-

lionerebs, saSualo klasis zeda fenas, saSualo klass, mu-

SaTa klass, RaribTa klasis zeda fenas, RaribTa klasis qve-

da fenas.bevri sawarmo saqonelsa da momsaxurebas qmnis da yi-

dis socialuri klasis moTxovnebis gaTvaliswinebiT, rac

zrdis saqonlisa da momsaxurebis gayidvis albaTobas.

cxovrebis wesic axdens gavlenas saqonlisa da momsa-

xurebis moxmarebaze. amitom mewarmeebi gamoyofen erTsa da

imave demografiul jgufSi sxvadasxva cxovrebis stilis

mqone momxmareblebs. ase, magaliTad, erTsa da imave demogra-fiul jgufSi SeiZleba gamoiyos: sigaretis mweveli da

aramweveli adamianebi; adamianebi, romlebic moixmaren an ar

moixmaren kosmetikur saSualebebs, alkohols.

bazris segmentacias axorcieleben, agreTve, pirovnebis

tipis mixedviT. sruliad gansxvavebulia impulsuri, kompro-

mistuli, avtoritaruli, pativmoyvare adamianebis myidvelo-

biTi qceva bazarze. amitom sasurvelia maTi calke segmente-



196

bad gamoyofa da gansxvavebuli urTierTobis damyareba maT-

Tan.

7.3. sawarmoo daniSnulebis saqonlis bazris

segmentaciis Taviseburebebi

sawarmoo daniSnulebis saqonlis bazris segmentacia

SeiZleba ganxorcieldes, garkveulwilad, imave faqtorebiT,

riTac xorcieldeba samomxmareblo saqonlis bazris segmen-

tacia. magram sawarmoo daniSnulebis saqonlis bazris speci-fikuri niSanTvisebebis gamo eyrdnobian, agreTve, sxva, mxo-

lod am bazrisTvis damaxasiaTebel, faqtorebs. amasTan, biz-

nessaqonlis mwarmoeblebi samomxmareblo saqonlis mwarmoeb-

lebisgan gansxvavebiT naklebad mimarTaven segmentaciis

strategias. amis mizezi, jer erTi, is aris, rom isini xSi-

rad orientirebulni arian ara momxmarebelTa moTxovnile-

bebze, aramed saqonlis konstruqciaze. meore, isini umetesadcalkeuli momxmareblisTvis awarmoeben produqcias an kidev

mimarTaven masobriv marketings.

sawarmoo daniSnulebis saqonlis segmentaciis ZiriTa-

di faqtorebia:

1) geografiuli faqtorebi;

2) qceviTi faqtorebi;

3)

organizaciuli faqtorebi;

4) Sesyidvis praqtika.

geografiuli faqtorebis mixedviT sawarmoo daniSnu-

lebis bazris segmentacia iTvaliswinebs myidveli organiza-

ciebis dajgufebas maTi adgilmdebareobis Sesabamisad.

qceviT faqtorebSi Sedis: is saZiebeli sargebeli, ris

miRebasac fiqroben myidveli organizaciebi biznessaqonlis-

gan; myidveli organizaciis statusi; nayidi sawarmoo daniS-



197

nulebis saqonlis moxmarebis intensiuroba; mocemuli kon-

kretuli sawarmosa da misi saqonlisadmi erTgulebis xaris-

xi; mzadyofna saqonlis sayidlad da damokidebuleba saqon-

lis mimarT.

saZiebeli sargebeli ganisazRvreba saqonlis saeqsploa-

tacio Tvisebebis mixedviT da moicavs: gamoyenebis xangrZli-

vobas, moxmarebis procesSi ekonomiurobas, advilad gadaad-

gilebis unars da a.S.

moxmarebis intensiurobis Sesabamisad myidveli organi-

zaciebi SeiZleba daiyos aqtiur, pasiur da zomier momxma-

reblebad. amis mixedviT gamoiyofa segmentebi da muSavdebamarketinguli strategiebi.

myidveli organizaciis statusi ganisazRvreba Sesyid-

vis xasiaTis safuZvelze. rogorc cnobilia, ansxvaveben axal

Sesyidvas, modificirebul ganmeorebiT Sesyidvas da ucvlel

ganmeorebiT Sesyidvas. axali Sesyidvis dros ar arsebobs

gamocdileba, romelsac SeiZleba daeyrdnos organizacia. ami-

tom organizaciebi intensiurad moiZieben informacias, aana-lizeben mas da mxolod amis Semdeg yiduloben saqonels.

ucvleli ganmeorebiTi Sesyidva xorcieldeba minimaluri in-

formaciis safuZvelze, radgan myidveli organizaciebi kar-

gad icnoben saqonels (magaliTad, sakancelario saqonels).

modificirebuli ganmeorebiTi Sesyidva dakavSirebulia axal

produqciasa da teqnologiebTan, amitom saWiro xdeba didi

moculobis informaciis moZieba da gaanalizeba. samive Sem-TxvevaSi myidveli organizaciebi sxvadasxva segmentSi erTi-

andebian.

myidveli organizaciebis segmentacia SeiZleba ganxor-

cieldes, agreTve, mwarmoebeli sawarmosa da saqonlis mi-

marT erTgulebis xarisxis Sesabamisad.

saqonlisadmi damokidebulebis mixedviT ansxvaveben mo-

cemuli konkretuli sawarmosa da misi saqonlis mimarT da-



198

debiTad, uaryofiTad da loialurad ganwyobil organizaci-

ebs, romlebTanac gansxvavebuli marketinguli strategiebiT

myardeba urTierToba.

sawarmoo daniSnulebis saqonlis bazris segmentaciis

organizaciul faqtorebSi Sedis myidveli organizaciebis

adgilmdebareoba, maTSi momuSaveTa raodenoba, maTi sakuTari

kapitalis sidide, organizaciis dargisadmi kuTvnileba da

sxva.

Sesyidvis praqtika iTvaliswinebs bazris segmentacias

momaragebis organizaciis, myidveli sawarmoebis profilis,

maTTan arsebuli urTierTobebis, Sesyidvis procesSi gatare-buli politikis da Sesyidvis kriteriumebis Sesabamisad. mo-

maragebis xasiaTis mixedviT sxvadasxva segmentSi aerTianeben

centralizebuli da decentralizebuli wesiT mosamaragebel

sawarmoebs. profilis safuZvelze segmentacia iTvaliswinebs

samrewvelo, finansuri, savaWro da sxva saxis sawarmoebis

cal-calke segmentebad gamoyofas. myidveli organizaciebis

segmentacia xorcieldeba, agreTve, imis mixedviT, Tu rogo-ri saxis kavSiri aqvs mas damyarebuli mocemul konkretul

sawarmosTan _ mudmivi Tu periodulad ganaxlebadi. Sesyid-

vis politikaSi igulisxmeba myidveli sawarmoebis momarage-

bis wesi, romelic, Tavis mxriv, iTvaliswinebs salizingo

momsaxurebas, xelSekrulebis safuZvelze momaragebas an sxva

saxis kavSirurTierTobas maTTan. Sesyidvis kriteriumebis

mixedviT sxvadasxva segmentSi aerTianeben produqtis xaris-xze, momsaxurebis donesa da fasze orientirebul myidvel

organizaciebs.

f. kotleri gamoyofs sawarmoo daniSnulebis saqonlis

bazris segmentaciis kidev erT faqtors, kerZod, SemkveTi

organizaciis bazarze wonadobas. am mxriv, cal-calke segmen-

tebad gamoiyofa msxvili myidveli organizaciebi, romelTac

mwarmoebeli sawarmoebi TviTon emsaxurebian specialuri qve-



199

danayofis meSveobiT da myidveli organizaciebi, romlebsac

dilerebis daxmarebiT ukavSirdebian.

karg Sedegs iZleva segmentacia erTdorulad ramdenime

faqtoris gamoyenebiT.

7.4. bazris miznobrivi segmenti da misi

SerCevis ZiriTadi kriteriumebi

bazris segmentaciis Sedegad gamoyofili segmentebis

Sefasebis safuZvelze sawarmoebi samoqmedod irCeven erT anramdenime segments. cxadia, Tu sworad airCia sawarmom seg-

menti, mas gauadvildeba bazarze SeRweva da produqciis rea-

lizacia.

segments, romelsac sawarmo aniWebs upiratesobas da

romelSic iwyebs muSaobas, miznobrivi segmenti hqvia.

miznobrivi segmentis SerCevis process win uswrebs

segmentebis Sefasebis kriteriumebis dadgena.segmentebis Sefaseba xdeba ori mimarTulebiT. jer er-

Ti, afaseben TviTon segments misTvis damaxasiaTebeli niSan-

Tvisebebis mixedviT, meore, segmentebis maxasiaTeblebTan kav-

SirSi fasdeba sawarmos SesaZleblobebic.

uSualod segmentebis Sesafaseblad gamoiyeneba Semdegi

kriteriumebi: sidide, saqonlis gasaRebis moculobis zrdis

mosalodneli tempebi, mosalodneli mogeba, konkurenciis in-tensiuroba.

segmentis sidide ganisazRvreba masSi momxmarebelTa

raodenobiT da maT mier saqonlis yidvis SesaZleblobebiT.

amasTan, segmentis sidide yovelTvis ar aZlevs sawarmos

momgebianad muSaobis SesaZleblobas. Tu segmentSi konkuren-

cia Zlieria, Zalian didia am segmentSi muSaobis riskis do-

ne. sawarmos xelmZRvanelobam da marketingis specialistebma



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Tavidanve unda icodnen, rom efeqtianad muSaobis gasaRebi

aris mxolod konkurentuli upiratesobis mopoveba.

ama Tu im segmentze sawarmos orientirebisTvis metad

mniSvnelovania misi zrdis potencialis dadgena, rac, Tavis

mxriv, iTvaliswinebs mocemuli sawarmos saqonlis gasaRebis

zrdis mosalodneli tempebis gansazRvras. cxadia, Tu po-

tenciur miznobriv segmentSi konkurenti sawarmoebi mTlia-

nad akmayofileben momxmarebelTa moTxovnebs, mocemuli kon-

kretuli sawarmos konkurentul brZolaSi upiratesobis mo-

povebis Sansi minimaluria. magram im SemTxvevaSi, roca seg-

mentSi momxmarebelTa moTxovna konkurentebis mier srulyo-filad ar kmayofildeba, sawarmos Tavisi saqonlis gasaRebis

moculobis zrdis didi Sansi uCndeba. gasaRebis mosalodne-

li moculobis dadgenis paralelurad ganisazRvreba mosa-

lodneli mogebis sididec.

segmentis SerCevis dros metad mniSvnelovania segmen-

tis maxasiaTeblebisa da sawarmos SesaZleblobebis erTmaneT-

Tan dakavSireba. sawarmom Tavisi resursebiT unda SeZlosmiznobrivi segmentis moTxovnilebebis dasakmayofileblad

saWiro raodenobisa da xarisxis saqonlis warmoeba. sawar-

mos resursebi ar gulisxmobs mxolod materialur resur-

sebs (nedleuli, masalebi, energetikuli resursebi, sawar-

moo simZlavreebi). sawarmo unda flobdes, agreTve, adamiani-

seul da finansur resursebs saqonlis droulad warmoebisa

da momxmareblisTvis misawodeblad, agreTve, reklamis gasav-rceleblad da gasaRebis qselis organizaciisTvis.

rogorc ukve iTqva, segmentebis Sefasebis Sedegebis da

sawarmos miznebisa da resursebis gaTvaliswinebiT miiReba

gadawyvetileba imis Taobaze, Tu ramden segments moemsaxu-

ros sawarmo. amis mixedviT ganasxvaveben miznobrivi bazris

momcvelobis sam strategias:

1)

aradiferencirebuli marketingi;



201

2) diferencirebuli marketingi;

3) koncentrirebuli marketingi.

aradiferencirebuli marketingis strategia gulis-

xmobs mTeli bazris an misi udidesi nawilis momsaxurebas.

am dros bazars erTiani marketinguli programiT miewodeba

iseTi saqoneli, romelic sawarmos xelmZRvanelobis rwmeniT

met-naklebi zomiT yvela segmentis momxmareblisTvis aris

misaRebi. maSasadame, es strategia miznad isaxavs produqtis

masobriv gasaRebas, risTvisac iyenebs masobriv reklamas.

aradiferencirebuli marketingis mizania sakuTari produq-

tisTvis maRali imijis Seqmna bazarze.aradiferencirebuli marketingis strategiis gamoyeneba

sawarmos resursebis ekonomiis SesaZleblobas ramdenime mi-

marTulebiT aZlevs: warmoeba, Senaxva, transportireba, rek-

lama, marketinguli gamokvlevebi.

dRes aradiferencirebuli marketingis strategias sa-

warmoebi naklebad iyeneben, radgan mTeli bazris an misi

udidesi nawilis moTxovnilebebis damakmayofilebeli saqon-lis warmoeba ar aris advili.

praqtikaSi zogjer isec xdeba, rom erTi da imave ba-

zarze aradiferencirebuli marketingis strategiiT ramdeni-

me sawarmo gadis. aseT SemTxvevaSi konkurencia Zlierdeba,

rac amcirebs sawarmos mogebas.

diferencirebuli marketingis strategia iTvaliswinebs

erTdroulad bazris ramdenime segmentis momsaxurebas yove-li maTganisTvis individualurad damuSavebuli marketingu-

li programiT. ase, magaliTad, General Motors cdilobs,

rom sxvadasxva segments sxvadasxva saxis avtomobili SesTa-

vazos momxmarebelTa Semosavlebis da pirovnuli Tvisebebis

gaTvaliswinebiT. saqonlis asortimentis gafarToebiT sawar-

moebi cdiloben momxmarebelTa farTo moTxovnilebebis dak-

mayofilebis gziT SerCeul segmentze ufro Rrmad SeRwevas.



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aseT midgomas sul ufro metad iyeneben sawarmoebi, radgan

am SemTxvevaSi SesaZlebelia saqonlis gayidvis moculobis

gadideba aradiferencirebul marketingTan SedarebiT. ase, ma-

galiTad, Procter & Gamble-ma Tavisi TerTmeti dasaxelebis

sarecxi saSualebiT gacilebiT meti bazris aTviseba SeZlo,

vidre amas aradiferencirebuli marketingis strategiis ga-

moyenebiT SeZlebda.

amasTan, diferencirebuli marketingi ganapirobebs sa-

warmos xarjebis gadidebas. es bunebrivia. TerTmeti saxis

sarecxi saSualebis warmoebis xarjebi gacilebiT metia,

vidre imave raodenobis erTi saxis sarecxi saSualebis war-moebis xarjebi. sawarmoebs Zviri ujdebaT bazris sxvadasxva

segmentisTvis sxvadasxva marketinguli gegmis damuSaveba,

radgan saWiro xdeba damatebiTi gamokvlevis Catareba, gamok-

vlevis Sedegebis mixedviT prognozebis gakeTeba, saqonelmoZ-

raobis arxebis SerCeva da bazarze saqonlis win wawevis Ro-

nisZiebebis damuSaveba.

miuxedavad imisa, rom aradiferencirebuli marketingisgamoyeneba did xarjebTan aris dakavSirebuli, sawarmoebi

mas mainc xSirad iyeneben, radgan is saqonlis realizaciis

moculobis gadidebis did SesaZleblobebs iZleva ganmeore-

biTi Sesyidvebis zrdis xarjze.

Tu sawarmoebs SezRuduli aqvT resursebi, isini iyene-

ben koncentrirebul marketings, romelic iTvaliswinebs erT

an ramdenime subsegmentze muSaobas. am strategias xSiradmimarTaven axladfexadgmuli sawarmoebi, romlebsac ufro

msxvil da Zlier sawarmoebTan uwevT dapirispireba.

subsegmentebze orientirebul sawarmoebs momxmarebel-

Ta ukeTesad Seswavlis da maT moTxovnilebebSi garkvevis me-

ti SesaZleblobebi aqvT msxvil firmebTan SedarebiT. amiT

isini myar poziciebs ikaveben segmentSi.



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amasTan, koncentrirebuli marketingis strategiis ga-

moyeneba ukavSirdeba did risks. Tu sawarmos SerCeulma sub-

segmentma ar gaumarTla (misi produqcia ar miiRo momxmare-

belma an kidev mas konkurenti sawarmo daupirispirda), is

SeiZleba gakotrdes, rom aRaraferi iTqvas zaralze.

koncentrirebuli marketingis strategiis gamoyenebis

maRali riskis gamo, sawarmoebi xSirad diferencirebuli

marketingis strategias aniWeben upiratesobas.



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7.5. saqonlis pozicionirebaA

pozicionirebisA mizania Seuqmnas momxmareblebs sawar-

mosa da mis saqonelze dadebiTi warmodgena. pozicionire-

bisA safuZvelze momxmarebeli axdens saqonlis identifici-

rebas mniSvnelovani maxasiaTeblebis mixedviT, ris Sedegadac

saqoneli ikavebs gansazRvrul adgils mis cnobierebaSi. av-

tomobil Shkoda-s pozicionireba ganxorcielda rogorc

ekonomiuri avtomobilis. limonaTi “nataxtaris” pozicioni-

reba xorcieldeba rogorc qarTuli limonaTis, riTac mwar-

moebeli sawarmo cdilobs xazi gausvas mis ekologiur si-sufTaves.

pozicionireba ukavSirdeba saqonlis aRqmis process da

exmareba sawarmos produqciis realizaciis procesis daCqa-

rebaSi. pozicionirebasTan dakavSirebulia poziciis cneba.

saqonlis poziciaSi igulisxmeba adgili, romelsac is

ikavebs momxmareblis cnobierebaSi konkurentebis ana-

logiur saqonelTan Sedarebis safuZvelze.

erTi da imave saxis, magram sxvadasxva mwarmoeblis sa-

qonlis pozicia bazarze, ZiriTadad, sxvadasxva niSan-Tvise-

bebiT ganisazRvreba. sxvadasxva maxasiaTeblebiT ganisazRvre-

ba bazarze erTi da imave mwarmoeblis, magram sxvadasxva da-

saxelebis identuri saqonlis poziciac. Jaguar-is pozicia

bazarze gansazRvra misma maRalma teqnikurma maxasiaTeblebma.

Volvo-s momxmareblebi saimedo manqanad aRiqvamen. Lincoln gai-givebulia komfortulobasTan.

momxmarebelTa cnobierebaSi saqonlis pozicionireba

yovelTvis xdeba. es procesi SeiZleba ganxorcieldes ro-

gorc marketingis specialistebis daxmarebiT, ise maT gare-

Se. magram konkurentul garemoSi marketingis specialisteb-

ma aucileblad unda izrunon TavianTi saqonlis bazarze da-

samkvidreblad misi niSan_Tvisebebis gaumjobesebasTan erTad



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pozicionirebis ganxorcielebis gziTac, e. i. maT unda imoq-

medon momxmareblis cnobierebaze sxvadasxva saSualebebis ga-

moyenebiT. bevrma saqonelma wamyvani adgili msoflio bazar-

ze daikava ara mxolod saukeTeso maxasiaTeblebiT, aramed

kargad ganxorcielebuli pozicionirebiTac. firmebs, romel-

Ta saqonelsac momxmareblis cnobierebaSi dakavebuli aqvs

garkveuli pozicia, Znelad Tu daupirispirdebian konkuren-

tebi. Tanamedrove msoflio bazarze momxmareblebs Rolex mi-

aCniaT saukeTeso saaTad, Porshe saukeTeso avtomobilad,

Johnson & Jonhson bavSvis higienis produqtebis mwarmoebel

saukeTeso firmad.swori marketinguli programiT ganxorcielebuli po-

zicionireba, marTalia, aadvilebs saqonlis bazarze SeRwe-

vas, magram ar aris sakmarisi saqonlis bazarze dasamkvidreb-

lad. saWiroa, pozicionirebis konkurentunarianobiT gamagre-

ba.

saqonlis pozicionirebis procesSi marketingis specia-

listebi sxvadasxva midgomas iyeneben. SeiZleba gamovyoT po-zicionirebis Semdegi strategiebi:

1) pozicionireba saqonlis maxasiaTeblebis mixedviT;

2) pozicionireba momxmareblisTvis SeTavazebuli sar-

geblis mixedviT;

3) pozicionireba konkurentebis mixedviT;

4) pozicionireba fasisa da xarisxis mixedviT;

5)

pozicionireba momxmarebelTa gansazRvruli jgufe-

bis mixedviT;

6) pozicionireba saqonlis warmoSobis qveynis mixed-

viT;

7)

pozicionireba sasaqonlo jgufisadmi mikuTvnebis

mixedviT;

8) pozicionireba saqonlis Semadgenlebis mixedviT da

a. S.



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ZiriTadi maxasiaTeblebis mixedviT xorcieldeba teqni-

kuri TvalsazrisiT rTuli saqonlis pozicionireba. aseT

saqonels miekuTvneba, magaliTad, avtomobilebi, sarecxi man-

qanebi, mobiluri telefonebi, saaTebi da a.S. am saxis saqon-

lis pozicionirebis dros mwarmoeblebi xazs usvamen mis

gansakuTrebul Tvisebebs.

momxmareblisTvis SeTavazebuli sargeblis mixedviT po-

zicionirebis dros aqcenti keTdeba im mosalodnel sarge-

belze, romelsac momxmarebeli miiRebs saqonlis yidvisa da

gamoyenebis SemTxvevaSi. mosalodneli sargeblis mixedviT

pozicionirebis strategias iyeneben momxmareblebisTvis kbi-lis pastis, wamlebis, sakonditro nawarmis da sxva saxis

saqonlis mimwodebeli firmebi. kbilis pastis pozicionire-

bis dros xSirad xazi aqvs gasmuli kariesis SeCerebis, kbi-

lebis gaTeTrebis unars, samkurnalo Tvisebebs.

konkurentebis mixedviT pozicionirebis dros sawarmo

Tavis saqonels adarebs konkurenti sawarmoebis saqonels. am

dros mwarmoebeli sawarmo pirdapir acxadebs, rom misi sa-qoneli saukeTesoa. am saxis pozicionirebis dros iyeneben,

magaliTad, aseT lozungs: “Cven yvelaze kargad vemsaxure-

biT”.

momxmareblis fsiqikaze zemoqmedebis mosaxdenad xSirad

gamoiyeneba pozicionireba fasisa da xarisxis mixedviT. am

dros yuradRebas amaxvileben rogorc fasze, ise xarisxze.

zogjer saWiro xdeba maRali fasis dasabuTeba, magaliTad,rogorc es moxda Rolex-is reklamaSi: “es ZviradRirebuli

drois maCvenebeli mowyobiloba maRali xarisxisaa”. zogjer

dabali fasis fonze xazs usvamen saqonlis saTanado xa-

risxs. magaliTad, Temeks-is reklama ase JRers: “... marTa-

lia iafia, magram gemsaxurebaT didxans”. Wal-Mart Tavis

pozicionirebas axdens sameurneo saqonlis yvelaze iafi

gamyidvelis statusiT.



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momxmarebelTa gansazRvruli jgufebis (gamomyeneble-

bis) mixedviT pozicionirebis dros mimarTaven ama Tu im

segmentis momxmareblebs da lozungSi xazs usvamen misTvis

mniSvnelovan momentebs. magaliTad, saojaxo teqnikis pozi-

cionirebis procesSi win aris wamoweuli gamoyenebis pro-

cesSi misi usafrTxoeba.

saqonlis realizaciis daCqarebaSi xSirad did rols

asrulebs pozicionireba saqonlis mwarmoebeli qveynis mi-

xedviT. magaliTad, lozungi, romliTac xdeba avtomobil

Audi-s pozicionireba ase JRers: Vorsprung durch Technik

(teqnika upiratesobebis mopovebis safuZvelia), riTac xaziaqvs gasmuli mis germanul warmoSobas. avtomobil Renault-

is pozicionirebis lozungi - Createur d’automobiles (avto-

mobilebis Semoqmedi), - mis frangul warmoSobaze metyve-

lebs. qveynebis mixedviT pozicionireba xSirad gamoiyeneba

sasmelebze. aseTebia, magaliTad, lozungebi: franguli Rvi-

no, rusuli arayi, germanuli ludi.

miznobriv segmentze xSirad kargad zemoqmedebs saqon-lis gansazRvruli jgufisadmi KkuTvnilebis mixedviT gan-

xorcielebuli pozicionireba, rasac zogjer uSualod sa-

qonlis dasaxelebaSi usvamen xazs.

ingredientebis (Semadgenlebis) mixedviT poziciuroba

gamoiyeneba produqtebis, tansacmlis momxmareblisTvis war-

dgenis procesSi. magaliTad, tansacmlis pozicionirebis

dros xazs usvamen im garemoebas, rom is naturaluri Salisan bambis qsovilisgan aris Sekerili. kvebis produqtebis

pozicionirebisas yuradRebas amaxvileben maT ekologiur si-

sufTaveze.

bunebrivia, saqonlis pozicionireba SesaZlebelia gan-

xorcieldes bevri atributis gamoyenebiT. magram ukeTesia,

SeirCes isini, romlebsac icnoben momxmareblebi, winaaRmdeg

SemTxvevaSi momxmarebeli SeiZleba daibnes an kidev undob-



208

lobis grZnoba gauCndes saqonlis mimarT. pozicionirebis

procesi unda iyos rac SeiZleba martivi da advilad gasage-

bi momxmareblisTvis.

VII TavSi gamoyenebuli marketinguli terminebi

bazris segmentacia

segmenti

niSi

bazris miznobrivi segmenti

bazarze saqonlis pozicionirebamiznobrivi marketingi

masobrivi marketingi

individualuri marketingi

damoukidebeli marketingi

geografiuli segmentacia

demografiuli segmentacia

fsiqografiuli segmentaciaqceviTi segmentacia

genderuli segmentacia

aradiferencirebuli marketingi

diferencirebuli marketingi


reziume

sawarmoebi TavianTi SesaZleblobebis mixedviT iyeneben

masobriv da miznobriv marketings. masobrivi marketingi gu-

lisxmobs erTi saqonlis masobriv warmoebasa da masobriv

gavrcelebas. miznobrivi marketingi iTvaliswinebs bazris

jgufebad danawilebas da am jgufebis moTxovnis Sesabamisi

saqonlis Seqmnas da bazrisTvis miwodebas. bazris jgufebad



209

danawileba erTgvarovani niSnebis mixedviT aris bazris seg-

mentacia. miznobriv marketingSi Sedis, agreTve, bazris miz-

nobrivi segmentis SerCeva da bazarze saqonlis pozicioni-

reba.

bazris segmentacia gansxvavebulad xorcieldeba samom-

xmareblo da sawarmoo daniSnulebis saqonlis bazrebze. sa-

momxmareblo saqonlis bazris segmentacia xorcieldeba ge-

ografiuli, demografiuli, fsiqografiuli da qceviTi niS-

nis mixedviT. sawarmoo daniSnulebis saqonlis mwarmoeblebi,

samomxmareblo saqonlis mwarmoeblebisgan gansxvavebiT, iSvi-

aTad axorcieleben bazris segmentebad danawilebas. am dros,isini, ZiriTadad, eyrdnobian geografiul, qceviT, organiza-

ciul faqtorebs da Sesyidvis praqtikas.

segmentaciis Sedegad gamoyofil bazris nawilebs sa-

warmoebi afaseben sididis, saqonlis gasaRebis moculobis

zrdis SesaZleblobebis, misaRebi mogebis sididis da segmen-

tSi konkurenciis intensiurobis mixedviT. segmentebis Sefa-

sebis Sedegebi SesabamisobaSi mohyavT sawarmos miznebTan daSesaZleblobebTan, ris Sedegadac miiReba gadawyvetileba ama

Tu im segmentze sawarmos gasvlasTan dakavSirebiT.

arsebobs miznobrivi segmentis momcvelobis sami marke-

tinguli strategia: aradiferencirebuli marketingi, dife-

rencirebuli marketingi da koncentrirebuli marketingi.

aradiferencirebuli marketingis strategia iTvaliswinebs

mTeli bazris an misi udidesi nawilis momsaxurebas. dife-rencirebuli marketingis strategiis arCevisas sawarmo emsa-

xureba bazris ramdenime segments individualurad damuSave-

buli marketinguli programebiT. koncentrirebuli marketin-

gis strategia gulisxmobs bazris erT an ramdenime subseg-

mentze gasvlas.

am TavSi ganxilulia bazarze saqonlis pozicionirebac,

romelic miznad isaxavs sawarmosa da misi produqtis Sesa-



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xeb momxmareblebSi dadebiTi Sexedulebebis Camoyalibebas.

pozicionirebis procesSi sworad ganxorcielebuli RonisZi-

ebebis Sedegad mocemuli konkretuli sawarmos produqti

gansazRvrul adgils ikavebs momxmareblis cnobierebaSi. po-

zicionirebis procesi SeiZleba ganxorcieldes saqonlis ma-

xasiaTeblebis, momxmareblisTvis SeTavazebuli sargeblis,

konkurentebis, fasis, xarisxis da sxva niSnebis mixedviT.

yvela SemTxvevaSi pozicionirebis mizania produqtsa da mis

mwarmoebel sawarmoze momxmareblebSi dadebiTi Sexedulebe-

bis Camoyalibeba.



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Tavi 8. konkurentuli strategia

VIII Tavis swavlebis miznebi


1. konkurentebis saqmianobis analizis mniSvnelo-

bis garkveva konkurentuli upiratesobis mopo-

vebaSi;

2. konkurenciis strategiebis arsSi garkveva;

3. konkurentuli Tanaarsebobis formebis daxasia-

Teba.

8.1. konkurentebis saqmianobis analizi

ekonomikaSi konkurencias uwodeben sawarmoebis Sejib-

rebas saqonlis da momsaxurebis warmoebisa da gasaRebis

sferoebSi upiratesobis mosapoveblad. vinc gaimarjvebs am

brZolaSi, bazarzec is gabatondeba da maqsimalur mogebasacis miiRebs.

konkurenciul brZolaSi gamarjveba uSualodaa damoki-

debuli momxmarebelTa dainteresebis doneze. cxadia, vinc

SeZlebs saqonliT da momsaxurebiT momxmareblebis metad

dainteresebas, is gayidis met saqonels, gaimyarebs poziciebs

bazarze da miiRebs met mogebas. magram konkurenciuli brZo-

lis SedegebiT marto gamarjvebuli sawarmo ar moigebs. mom-xmarebelic mogebuli darCeba, radgan is yidulobs im saqo-

nels an momsaxurebas, romelic Tavisi niSan-TvisebebiT mom-

xmareblisTvis mocemul momentSi (drosa da pirobebSi) yve-

laze ufro misaRebia. konkurencia xels uwyobs, agreTve,

qveynis keTildReobis saerTo donis amaRlebas. konkurenciu-

li brZola ganapirobebs mecnierebisa da teqnikis ganviTare-

bas da miRweuli Sedegebis praqtikaSi droulad gamoyenebas,



212

rac, Tavis mxriv, zrdis warmoebis efeqtianobas da am sa-

fuZvelze sazogadoebis cxovrebis dones. erTi SexedviT,

konkurentebis dadgena Zneli ar aris. ase, magaliTad, aSS-Si

Coca-Cola-s ZiriTadi konkurenti Pepsi Cola-aa, saqarTvelo-

Si `yazbegi” da “nataxtari”. magram faqtobrivad realuri

da potenciuri konkurentebis wre ufro farToa. saSiSroeba

sawarmoebs xSirad moeliT im sawarmodan, romelic axlad

CaerTo konkurenciul brZolaSi. amitom saWiroa konkuren-

tebis saqmianobaze sistematuri dakvirveba da maTi gamovle-

na.

dReisTvis, ekonomikis globalizaciis pirobebSi, daZa-buli konkurenciuli brZola mimdinareobs ara marto saer-

TaSoriso, aramed qveynis Sida bazarzec. es brZola mwvavde-

ba qveynebs Soris savaWro barierebis gauqmebiT. amitom sa-

warmoebi momxmareblebis SeswavlasTan erTad sul ufro met

yuradRebas uTmoben TavinTi konkurentebis saqmianobis ana-

lizs.

konkurentebis analizSi gulisxmoben ZiriTadi konku-

rentebis gamovlenis, maTi miznebis, strategiebis, Zli-

eri da susti mxareebis Sefasebis, sawarmos gatarebul

RonisZiebeze konkurentebis mosalodneli reaqciis

dadgenis process.

konkurentebis saqmianobis analiziT gansazRvraven im

gzebs, romlebze dayrdnobiTac sawarmoebi moipoveben konku-

rentul upiratesobas.konkurentuli upiratesoba vlindeba konkurentebTan

SedarebiT miznobrivi momxmareblebis moTxovnilebebis

ukeTesad dakmayobilebiT, rac, Tavis mxriv, gulisxmobs

ufro ukeTesi da meti raodenobis saqonlis da momsa-

xurebis ufro dabal fasad SeTavazebas.

konkurentebis analizis Sedegebis safuZvelze sawarmo-

ebi amuSaveben konkurentul strategiebs, romelTa ganxor-



213

cielebiTac isini moipoveben konkurentul upiratesobas da

ikaveben myar pozicias bazarze.

konkurentebis analizi aris ara erTjeradi aqti, ara-

med procesi (ix. nax. 8.1.).

nax. 8.1. konkurentebis analizis procesi

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

маркетинга, 4-е европейское нздание.: Пер. с англ. – М., 2007

konkurentebis gamovlena xdeba bazrisTvis miwodebulisaqonlis da momsaxurebis miwodebis analizis safuZvelze.

konkurentebad, pirvel rigSi, sTvlian im sawarmoebs, rom-

lebic mocemuli sawarmos analogiur saqonels an momsaxu-

rebas sTavazoben momxmareblebs Sesadar fasad. Tumca, SesaZ-

lebelia konkurentad CaiTvalos ama Tu im saqonlis mwarmo-

ebeli yvela sawarmo an kidev is sawarmoebi, romlebic erTi

da imave moTxovnilebebis dasakmayofileblad saWiro pro-

konkurentebis

strategiebisdadgena

konkurentebis

miznebisgansazRvra

kompaniis

konkurentebisgamovlena

SerCeva

konkurentebisa,romlebsac unda

Seution an

mo ri on

konkurentebis

mosalodnelireaqciis Sefaseba

konkurentebis

Zlieri da

susti mxareebisSedareba



214

duqtebs awarmoeben. maSasadame, konkurentebis gamovlena Se-

saZlebelia dargobrivi da sabazro niSnis mixedviT.

dargi warmoadgens erTmaneTTan mniSvnelovanwilad da-

kavSirebuli produqtebis mwarmoebeli sawarmoebis erTob-

liobas. cxadia, Tu dargSi romelime produqtze fasi gaiz-

rdeba, moTxovna gadainacvlebs sxva, SedarebiT ufro dabali

fasis mqone, produqtze. Tu sawarmos surs dargSi konku-

rentuli upiratesobis mopoveba, man unda SeZlos iq mimdi-

nare konkurentuli brZolis tendenciebis maqsimalurad

zustad gansazRvra. rogorc wesi, sabazro niSnis mixedviT

konkurentebis dadgenis sazRvrebi ufro farToa. am SemTxve-vaSi realuri da potenciuri konkurentebis raodenoba me-

tia. ase, magaliTad, ludis mwarmoebeli sawarmos konkuren-

ti dargobrivi niSnis mixedviT SeiZleba iyos ludis mwarme-

obeli sxva sawarmo, sabazro niSnis mixedviT ki yvela sa-

warmo, romlis produqciac momxmarebels sasmelze moTxov-

nilebas daukmayofilebs.

konkurentebis gamovlenis procesSi sawarmoebma undagansazRvron maTi miznebic. konkurentebis miznebi SeiZleba

iyos: mogebis miReba moklevadian periodSi, mogebis miReba

grZelvadian periodSi, mocemuli momentisTvis ara maqsima-

luri, aramed optimaluri mogebis miReba, bazris wilis

zrda, teqnologiis TvalsazrisiT dargSi wamyvani poziciis

dakaveba da a.S. konkurentebis miznebSi garkveviT da bazarze

Seqmnili mdgomareobis analiziT, sawarmo gansazRvravs ba-zarze dakavebuli poziciiT konkurentebis kmayofilebis do-

nes da mis mier gatarebul RonisZiebebze maT mosalodnel

reaqciebs. amis Semdeg sawarmo adgens konkurentebis strate-

giebs, Semdgom ki maT Zlier da sust mxareebs. am mizniT is

agrovebs informacias konkurentebis saqmianobaze bolo ram-

denime wlis mixedviT, risTvisac sawarmos marketingis spe-

cialistebi iyeneben meorad informacias, eyrdnobian pirad



215

gamocdilebas, atareben momxmareblebis, momwodeblebis da

Suamavlebis pirvelad marketingul gamokvlevebs. informaci-

is SegrovebaSi garkveul rols asrulebs xmebis gavrcele-

bis arxebi. ukanasknel wlebSi am mimarTulebiT kompaniaTa

nawili did mniSvnelobas benCmarkings aniWebs.

benCmarkingi gulisxmobs konkurenti sawarmoebis pro-

duqtebisa da saqmianobis Sedarebas produqtebis xaris-

xis da saqmianobis efeqtianobis asamaRleblad axali

gzebisa da saSualbebis gamovlenis mizniT.

analizis Sedegebis mixedviT adgenen Zlier da sust

konkurentebs. TavianT SesaZleblobebze dayrdnobiT sawarmo-ebi gadawyveten, Tu romel konkurents daupirispirdnen da

romels Tavi aaridon.

rogorc praqtika uCvenebs, droTa ganmavlobaSi konku-

renciis xasiaTi dargSi SeiZleba Seicvalos. ase, magaliTad,

roca Sony bazarze audiopleier Walkman -iT gavida, is iyo

monopolisti. bazarze axali konkurentebis gamoCeniT am

dargSi Camoyalibda monopolisturi konkurencia. aRniSnulsaqonelze moTxovnis Semcirebis gamo konkurentma sawarmo-

ebma bazari datoves, ris gamoc is oligopolisturi gaxda.

sxvadasxva dargSi konkurentebis SeRwevis procesi

ramdenadme gansxvavebulia. ase, magaliTad, axali restornis

gaxsna advilia, radgan amisTvis mcire odenobiT kapitalia

saWiro da mcirea warmoebis masStabebic. sxva dargebTan Se-

darebiT restorani nedleulsac advilad SeiZens da warmoe-bis ganaxlebac ar aris Zneli. gemTmSeneblobasa da saaviacio

mrewvelobaSi konkurenti sawarmos SeRweva rTulia didi

moculobis kapitalis dabandebis, warmoebis didi masStabe-

bis da misi ganaxlebis sirTulis, nedleuliT uzrunvelyo-

fis da sxva mizezebis gamo. dargebSi konkurentebis SeRwe-

vis problemebi, erTi mxriv, dakavSirebulia maT specifikas-



216

Tan, meore mxriv, `axalbedebTan” moqmedi sawarmoebis erTob-

liv mizanmimarTul dapirispirebasTan.

aramarto dargSi SeRweva, aramed dargidan gasvlac

gaZnelebulia. dargidan sawarmos gasvla SeiZleba Seaferxos

Semdegma mizezebma: iuridiuli da moraluri pasuxismgebloba

momxmareblebis, momwodeblebis, kreditorebis, sakuTari Ta-

namSromlebis winaSe; alternatiuli variantebis ararseboba;

ZiriTadi fondebis amortizacia. konkurentebi xSirad exma-

rebian erTmaneTs bazridan gasvlis barierebis daZlevaSi. am

mizniT isini yiduloben konkurentebis qonebas, Tavis Tavze

iReben momxmareblebis moTxovnilebebis dakmayofilebis pasu-xismgeblobas da a.S. monopolisturi konkurenciis bazarze

konkurentebis urTierTdaxmareba bazridan gasvlis bariere-

bis daZlevaSi momxmarebels ar azaralebs, oligopolisturi

konkurenciis bazarze ki garkveulwilad mis winaaRmdegaa mi-

marTuli.

8.2. konkurenciis strategiebi

sawarmoTa Seucvleli marketinguli strategiaa konku-

rentuli upiratesobebis mopoveba. amitom sawarmos marke-

tingul saqmianobaSi centraluri adgili ukavia konkurenci-

is strategiebis damuSavebas.

konkurenciis sabazo strategiebs miekuTvneba:

1)

TviTRirebulebis Semcirebis strategia;2) produqciis diferencirebis strategia;

3) bazris segmentaciis strategia;

4) inovaciis (siaxleTa Seqmnisa da danergvis) stra-

tegia;

5) bazris moTxovnilebebze dauyoneblivi reagirebis

strategia.



217

am strategiebis praqtikaSi realizaciis Sedegad sa-

warmo moipovebs Semdeg konkurentul upiratesobebs:

1) saqonlis dabali TviTRirebuleba da Sesabamisad da-

bali fasi;

2) saqonlis unikaluroba da maRali xarisxi;

3) bazris gamoyofili segmentebis kompleqsuri momsa-

xureba;

4) axali saqonlis gamotana bazarze;

5)gasvla bazris im segmentebze, romlebSic sawarmos

ar hyavs konkurentebi;

6) marTvis mobiluri sistemis Seqmna, rac zrdis mom-xmarebelze orientaciis SesaZleblobebs.

Tanamedrove msxvili kompaniebis umetesoba sxvadasxva

sasaqonlo jgufsa da bazris segmentze erTdroulad iyenebs

konkurenciis ramdenime strategias, riTac misi gamarjvebis

albaToba konkurenciul brZolaSi izrdeba.

konkurenciis strategiebis damuSaveba moiTxovs konku-

renciis Taviseburebebis gansazRvras, konkurentebze informa-ciis Segrovebas da analizs, strategiebis SesaZlo variante-

bis dadgenas da maTgan mocemul momentSi optimaluris Ser-

Cevas.

konkurenciis Taviseburebebis gansazRvrisas, pirvel

rigSi, unda gairkves pirdapiria Tu arapirdapiri konkuren-

cia. pirdapiri konkurencia myardeba erTi da imave saqonlis

markebs Soris, arapirdapiri ki erTi saerTo moTxovnilebisdasakmayofileblad saWiro sxvadasxva saqonels an markas

Soris.

konkurenciis damaxasiaTebel niSnebSi garkveva sawarmo-

Ta xelmZRvanelobas uadvilebs efeqtiani konkurentuli

strategiis damuSavebas.

konkurenciis TaviseburebebSi garkvevis Semdeg sawarmo-

ebma unda daiwyon konkurentebze informaciis Segroveba.



218

asec xdeba mowinave sawarmoebSi. konkurentebze informaciis

Segroveba rTuli procesia, radgan konkurentebi Segnebulad

malaven informacias.

Tu sawarmom SeZlo saWiro informaciis Segroveba kon-

kurentebze, is SeZlebs konkurentebis miznebis gansazRvras,

maT Zlier da sust mxareebSi garkvevas da amis Sesabamisad

maTTan dasapirispireblad strategiebis saTanadod SemuSave-

bas.

konkurentebze informaciis Segrovebis gzaze pirveli

nabijia mosapovebeli masalis saxeebis da maTi miRebis wya-

roebis gansazRvra. monacemebis Segrovebis wyaroebs miekuT-vneba savaWro personali, saqonelmoZraobis arxebi, momwo-

deblebi, bazris kvleviT dakavebuli organizaciebi, konku-

renti firmebi, sakuTari TanamSromlebi, masobrivi informa-

ciis saSualebebi, specialuri biuletinebi, uSualo dakvir-

veba konkurentebis saqmianobaze. Semdegi nabijia uSualod

monacemebis Segroveba dadgenili wyaroebis mixedviT. amis

Semdeg Segrovebuli informacia mohyavT sistemaSi da aana-lizeben.

rogorc praqtika uCvenebs, konkurentebze informaciis

Segrovebis da uSualo dakvirvebis qvedanayofebi iqmneba

msxvil firmebSi, romelTac aqvT amis SesaZlebloba. rac Se-

exeba mcire firmebs, isini konkurentebze monacemebis Segro-

vebisTvis gamoyofen TanamSromels, romelsac evaleba xel-

mZRvanel muSakebs miawodos konkurentebis Sesaxeb saWiroinformacia.

konkurentebze mniSvnelovani informacia miiReba presa-

Si, konferenciebze, Sexvedrebze maTi gancxadebebis gaanali-

zebiT. Tumca Segrovebuli informacia xSirad ar aris zus-

ti. erTia, Tu ras acxadeben Riad konkurenti firmebis war-

momadgenlebi da meore, Tu ras isaxaven isini sinamdvileSi



219

miznad. amitom zogierT firmas konkurentebze informaciis

Segroveba dayavs maTi saqonlis Seswavlaze.

praqtikaSi xSiria informaciis araeTikuri gziT mopo-

vebis SemTxvevebic. aSS-Si Jurnalma Fortune-m gamoaqveyna

konkurentebis saidumlos gamJRavnebis kanonieri, magram zog-

jer eTikuri TvalsazrisiT sakamaTo xerxebi:

1) konkurentebisTvis potenciuri klientebis warTmeva;

2) konkurentuli firmebis TanamSromelTa saqmianobaze

informaciis miReba konferenciebze;

3) samuSaoze miRebisTvis yalbi intervius organiza-

cia;4) konkurenti firmebis TanamSromlebis gadmobireba;

5) konkurentebis yofili TanamSromlebis gamokiTxva;

6) ZiriTadi klientebis waxaliseba gulRia saubris-

Tvis;

7) mimwodeblebis gamokiTxva;

8) samsaxurSi konsultaciebis miReba konkurentebis

gamokiTxvis mizniT;10) myidvelTa gamokiTxvis Catareba;

11) reklamis SemqmnelebisTvis daxmarebis aRmoCena

firma-konkurentebisTvis dasasmeli kiTxvebis Sedgenisas.;

12) SromiTi SeTanxmebebis analizi;

13) informaciis miRebis Tavisuflebis kanonis darRve-

vis safuZvelze aRZrul saqmeebze masalebis miReba;

14) komerciul wesebze dokumentebis Seswavla;15) konkurentebis produqtis teqnikuri analizi;

16) firma-konkurentebis sxvadasxva saxis narCenebis

SeZena.

rogorc amerikeli profesori j. oSonesi aRniSnavs

wignSi, _ `konkurentuli marketingi: strategiuli midgoma”,

_ sawarmoebi mainc iyeneben konkurentebis Sesaxeb informa-

ciis mosapoveblad araeTikur xerxebs, `WuWyian triukebs”



220

maT winaaRmdeg miuxedavad mosalodneli eTikuri da samar-

Tlebrivi problemebisa.

araeTikuria, agreTve, konkurentebis saqmianobis aras-

worad gaSuqeba, maTi TanamSromlebis mosyidva da maTgan in-

formaciis miReba. zogjer firma samrewvelo SpionaJiT imde-

nad arian SeSfoTebuli, rom yovelmxriv cdilobs Tavisi

saqmianobis TiTqmis yvela mxaris gasaidumloebas, rac xels

uSlis muSaobaSi.

konkurentebis winaaRmdeg brZola da swori konkuren-

tuli strategiis SemuSaveba bevrad aris damokidebuli kon-

kurentebis maxasiaTeblebis sworad garkvevaze, maT gaerTia-nebaze sxvadasxva jgufSi. j. oSonesi gamoyofs konkurente-

bis Semdeg jgufebs:

1) axali saqonlis Semqmnelebi. konkurentebis am

jgufSi erTiandebian is sawarmoebi, romlebic mudmivad fiq-

roben da Tan qmnian axal saqonels;

2) bazris moxerxebuli moRvaweni. am tipis konkuren-

tebs sawarmo aucileblad unda frTxilad moekidos, radganisini kargad erkvevian bazris arssa da kanonzomierebebSi;

3) lideris mimdevrebi. aseTi tipis konkurentebi Cveu-

lebriv ar warmoadgenen saSiSroebas, Tumca zogjer sakmaod

karg Sedegebs aRweven;

4) dinebis mimarTulebiT mocuraveni. esenia sawarmoe-

bi, romlebsac swori orientacia aqvT dakarguli da Sinaga-

ni Zalebis gavleniT axorcieleben TavianT saqmianobas;5) potenciuri interventebi sxva dargebidan. aseTia

firmebi, romelTac SeiZleba miznad daisaxon ufro srulyo-

fili teqnologiiT damzadebuli axali saqonlis gatana ba-

zarze.

konkurenti firmebis ama Tu im jgufisTvis mikuTvnebis

Semdeg adgenen maT Zlier da sust mxareebs. amis saSualebas,

rogorc ukve aRiniSna, iZleva momxmareblebis, mimwodeble-



221

bis, Suamavlebis gamokvlevebi, meoradi informaciis analizi,

kulisebSi gavrcelebuli xmebis Seswavla, bazarze konkuren-

tebis araswori qmedebebis gaanalizeba, konkurentebis mier

TavianTi SesaZleblobebis Riad Sefaseba. konkurentebis Zli-

eri da susti mxareebis gamovlenaSi did rols asrulebs

konkurenti sawarmoebis saqonlis momxmareblebis mier Sefa-

sebis analizi. amiT dadgindeba moTxovnilebebi konkretul

segmentze, rac sawarmoebs uadvilebs swori gadawyvetilebe-

bis miRebas konkurentuli strategiebis SemuSavebis proces-

Si.

konkurentuli strategiebis SemuSavebis da SerCevisdros mniSvnelovania TviTon sawarmoebis SesaZleblobebis

Sefaseba. aucilebelia konkurentebis da mocemuli sawarmos

SesaZleblobebis SedarebiTi daxasiaTeba. marTalia, praqtika-

Si konkurentebis SesaZleblobebis gansazRvra zustad SeuZ-

lebelia, magram mxolod am gziT SemuSavebulma strategiam

SeiZleba moutanos sawarmos warmateba bazarze.

SerCeulma konkurentulma strategiam aucileblad un-da gaiTvaliswinos konkurentebis sapasuxo reaqcia. amiT is

Tavidan aicilebs moulodnelobebs bazarze, rac gauadvilebs

brZolas konkurentebis winaaRmdeg.

8.3. konkurentuli Tanaarsebobis formebi

konkurentul strategiebSi unda ganisazRvros aramxolod konkurenciul brZolaSi gamarjvebis miRwevis gzebi,

aramed konkurentuli Tanaarsebobis formebic. maT miekuTvne-

ba konfliqtis gadaWris samarTlebrivi forma da TanamSrom-

loba.

konfliqtis samarTlebrivi gadawyveta eyrdnoba kano-

nis uzenaesobis dacvis aucileblobas sawarmos bazarze ar-

sebobis mTeli drois manZilze. bazarze sawarmoTa saqmiano-



222

bis maregulirebeli kanonebis dacvis mdgomareobas Tval-

yurs adevneben konkurentebi da saWiroebis SemTxvevaSi mi-

marTaven Sesabamis organoebs samarTlianobis aRsadgenad. bu-

nebrivia, sasamarTlos mimarTaven ara mxolod saqonlis

mwarmoeblebi, aramed savaWro organizaciebic. yvelaze xSi-

rad konkurentebi erTmaneTs edavebian monopoliis, arake-

Tilsindisieri konkurenciis, safaso diskriminaciis gamo.

ganviTarebul qveynebSi axali saqonlis mwarmoeblebi xSirad

davoben saqonlis imitaciasTan dakavSirebiT da moiTxoven

imitaciebis gayidvis akrZalvas.

dReisTvis firmebi sul ufro naklebad ebmebian mwvavekonkurenciul brZolaSi da cdiloben konkurentebTan mSvi-

dobiani Tanaarsebobis miRwevas. amas mravali mizezi ganapi-

robebs. maT Soris, pirvel rigSi, unda davasaxeloT konku-

rentebis saerTo interesebi, romlebic maT ubiZgeben Tanam-

Sromlobisken. magaliTad, konkurenti firmebi xSirad er-

Toblivi ZaliT ewinaaRmdegebian bazarze sxva firmebis SeR-

wevas. TanamSromlobisken miswrafeba Zlierdeba maSin, rocabazarze konkurentebis ricxvi naklebia da Tanac isini sidi-

dis, sakuTrebis formebis da sxva maxasiaTeblebis mixedviT

sul ufro metad emsgavsebian erTmaneTs.

konkurent firmebs Soris TanamSromloba myardeba sami

formiT:

1) Tanasworoba anu Zalebis balansi;

2) hegemonia anu lideroba;

3) imperia.

Zalebis balansis pirobebSi firmebi siZlieriT erTma-

neTs imdenad emsgavsebian, rom TiToeuli maTgani Tavisuf-

lad inarCunebs Tavis wils bazarze. firmebi eguebian aseT

situacias ara imitom, rom es maT moswonT, aramed imitom,

rom maT ar SeuZliaT arsebuli situaciis Secvla. Tu Zale-

bis balansis pirobebSi firmebi ecdebian TavianTi saqonlis



223

bazarze win wawevas agresiuli zomebiT, konkurentebic aseve

moiqcevian, rac mkveTrad gazrdis orive mxaris xarjebs. ase

rom, konkurenti firmebi ver SeZleben bazarze Tavisi wilis

gadidebas. cxadia, Cabma iseT konkurenciul brZolaSi, ro-

melSic ar iqneba gamarjvebuli, aravisTvis ar aris xelsay-

reli.

hegemonias anu liderobas firma bazarze miaRwevs ma-

Sin, roca is gabatondeba ama Tu im maCveneblis mixedviT.

konkurenti firmebi aRiareben gabatonebuli firmis hegemoni-

as, Tumca isic kargad ician, rom ama Tu im firmis lidero-

ba aris mTeli dargis ayvavebis Sedegi.hegemoniis pirobebSi konkurenti firmebis TanamSrom-

loba efuZneba garkveuli normebisa da wesebis dacvas. maga-

liTad, konkurentebis SeTanxmebiT ikrZaleba erTimeoris sa-

qonlis Rirsebebis ganzrax damcireba. amgvarad, mowesrigebu-

li konkurencia firmebs arsebobisTvis mSvid pirobebs uqmnis

da Tanac uxangrZlivebs bazarze yofnis periods.

Tu lideri firma imperiad gardaiqmna, is Seecdeba mo-winaaRmdegeebis Caylapvas an maT absolutur daqvemdebarebas.

daqvemdebarebuli firmebi uTmoben Zlier konkurents gakot-

rebis SiSiT, gakotreba ki Sedegad moyveba Zlieri firmis

mier mTlianad misi interesebis Sesabamisi wesebis damyarebas

bazarze. qveynebis umetesobaSi moqmedebs antimonopoliuri

kanoni, romelic ewinaaRmdegeba imperiebis Seqmnas bazarze.

VIII TavSi gamoyenebuli ZiriTadi

marketinguli terminebi

konkurenti

konkurentuli strategia

konkurentuli upiratesoba

benCmarkingi



224

konkurentuli Tanaarsebobis formebi



225

reziume

ekonomikaSi konkurenciad iTvleba Sejibreba bazris

subieqtebs Soris saqonlisa da momsaxurebis warmoebisa da

gasaRebis sferoebSi upiratesobis mosapoveblad.

bazarze warmatebis misaRwevad aucilebelia bazris su-

bieqtebis saqmianobaze sistematuri dakvirveba da konkuren-

tebis gamovlena, rac moiTxovs konkurentebis Seswavlas.

konkurentebs swavloben maTi miznebis, strategiebis, Zlieri

da susti mxareebis, maT mier gatarebul RonisZiebebze kon-

kurentebis mosalodneli reaqciis dadgenis gziT. analizisSedegebis safuZvelze gansazRvraven konkurentul strategi-

ebs.

konkurenciul brZolaSi sawarmoebi iyeneben Semdeg sa-

bazo strategiebs: TviTRirebulebis Semcirebis strategia,

produqciis diferencirebis strategia, bazris segmentaciis

strategia, inovaciis strategia, bazris moTxovnilebebze da-

uyovneblivi reagirebis strategia.Tanamedrove pirobebSi sawarmoebi sul ufro xSirad

cdiloben konkurentebTan mSvidobiani Tanaarsebobis gzebis

gamoZebnas. ganasxvaveben mSvidobiani Tanaarsebobis Semdeg

formebs: Tanasworoba anu Zalebis balansi; hegemonia anu

lideroba, imperia. Zalebis balansis pirobebSi erTnairi siZ-

lieris sawarmoebi eguebian erTmaneTis arsebobas bazarze,

radgan ar SeuZliaT situaciis Secvla. bazarze sawarmo li-deri xdeba ama Tu im maCveneblis mixedviT. am dros konku-

rentebi icaven garkveul normebsa da wesebs, rac uqmnis maT

mSvid pirobebSi saqmianobis SesaZleblobebs. zogjer lideri

sawarmo Zalian Zlierdeba konkurentebTan SedarebiT. am

dros konkurentebi gakotrebis SiSiT mTlianad eqvemdebare-

bian Zlier sawarmos, romelic amiT imperiad gardaiqmneba.



226

Tavi 9. saqoneli

IX Tavis swavlebis miznebi


1) saqonlis sworad ganmarteba da klasifikacia;

2) sasaqonlo politikis damuSavebis saWiroebis

gacnobiereba biznesis efeqtianobis uzrunvelyo-

faSi;

3)

axsna imisa, Tu ratom cdiloben sawarmoebi sa-vaWro markis niSnis mqone saqonlis warmoebasa

da realizacias;

4) saqonlis SefuTvisa da markirebis mniSvnelobis

daxasiaTeba marketingSi;

5) saqonlis konkurentunarianobis ganmarteba da

misi ganmsazRvreli ZiriTadi maCveneblebis daxa-

siaTeba.

9.1. saqoneli - marketingis kompleqsis

ZiriTadi elementi

saqoneli marketingis kompleqsis ZiriTadi elementia.

kompania “yazbegis” civi Cai, Samsung-is firmis sarecxi man-

qana, saqorwino varcxniloba salon “nataliSi”, eqimis kon-sultacia samedicino firma “interklinikaSi”, saqarTvelos

bankis momsaxureba, sagzuriT dasveneba borjomis dasasvene-

bel saxlebSi, sxvadasxva firmis kompiuteri, televizori-

yvelaferi es saqonelia. f.kotleris ganmartebiT:

saqonelia yvelaferi, ramac SeiZleba daakmayofilos

saWiroeba an moTxovnileba da miewodeba bazars yu-



227

radRebis misapyrobad, SesaZenad, gamosayeneblad an

mosaxmarad.

maSasadame, saqonlad unda miviCnioT yovelive is, rac

gamotanilia bazarze gasayidad da romelsac SeuZlia adami-

anTa moTxovnilebebis dakmayofileba. rogorc ukve aRiniSna

pirvel TavSi, saqonlis cneba ar unda daiyvanon fizikuri

saxiT arsebul obieqtebamde. aseTi midgomiT saqonelia mxo-

lod xelSesaxebi obieqtebi. am SemTxvevaSi saqonlad ar iT-

vleba momsaxureba da Tanac yuradRebis miRma rCeba sargebe-

li, romelic moaqvs ama Tu im saqonels. amgvari azrovnebiT

kompiuteri mxolod yuTia da meti araferi. sinamdvileSi isinformaciis miRebis, dagrovebis, garTobis, komunikaciis

mTavari saSualebaa. bunebrivia, saqonlis dizains didi mniS-

vneloba aqvs momxmareblisTvis, magram mTavari mainc is sar-

gebelia, romelic akmayofilebs ama Tu im moTxovnilebas.

fizikuri saxiT arsebuli obieqtebis garda saqonels mie-

kuTneba, agreTve, momsaxureba, idea, organizacia, adgili, in-

formacia.marketingis specialistebi saqonelSi an momsaxurebaSi

gamoyofen sam dones(ix. nax. 9.1.):

1) saqonelis Canafiqri;

2) realuri saqoneli;

3) saqoneli gamagrebiT.

saqonelis Canafqiri misi ZiriTadi donea. saqonlis Canafiq-

rSi igulisxmeba saqonlisgan misaRebi ZiriTadi sargebeli.mwarmoeblebma da marketingis specialistebma saqonlis Seq-

mnis procesSi aucileblad unda gansazRvron is ZiriTadi

sargebeli, romelsac myidveli miiRebs saqonlis yidvis da

moxmarebis SemTxvevaSi. saqonels momxmareblebi, pirvel rig-

Si, maTTvis saWiro sargeblis misaRebad yiduloben. televi-

zoris yidviT momxmareblebi iZenen garTobis da informaciis



228

miRebis saSualebas da ara ubralod aparaturas, romliTac

SesaZlebelia sxvadasxva saxis gadacemis naxva.

nax. 9.1. saqonlis sami done

saqonlis Canafiqris mixedviT iqmneba realuri saqone-li. umeteswilad adamianebi yiduloben realurad arsebul

saqonels. es SeiZleba iyos videoaparatura, kompiuteri, sa-

recxi manqana Tu sxva ram. realur saqonels axasiaTebs Sem-

degi niSnebi:L xarisxis done, Tvisebebi, garegani gaformeba,

markis saxelwodeba da SefuTva. magaliTad, kompania “san-

tes” xaWo realuri saqonelia Tavisi saxelwodebiT, Tvise-

bebiT, tariT da gaformebiT.



229

saqonlis mesame doneze mwarmoeblebi saqonels amagre-

ben damatebiTi momsaxurebis sxvadasxva formiT. damatebiTi

momsaxurebiT gamagreba, upiratesad, kulturul-sayofacxov-

rebo saqonels sWirdeba. ase, magaliTad, avtomaturi sarec-

xi manqanis mwarmoebelma da gamyidvelma kompaniam SeiZleba

momxmareblebs SesTavazos misi Sin mitana, dadgma-da-

montaJeba, sxvadasxva saxis garantia. bevri kompania myidve-

lebs gayidvis Semdgom momsaxurebas sTavazobs. Wkviani biz-

nesmenebi sistematurad zrunaven TavianTi saqonlis gasamag-

reblad efeqtiani saSualebebis Seqmnaze, rac maT konkuren-

ciul brZolaSi exmareba.saqonlis arsSi safuZvlianad garkvevazea damokidebuli

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 mox-

marebis xasiaTi, yidvis sababi da pirobebi, gasaRebis marke-tinguli strategia gansxvavebulia da moiTxovs specifikur

midgomas.

rogorc samomxmareblo, ise sawarmoo daniSnulebis sa-

qoneli gamoyenebis xangrZlivobis da materialurobis mixed-

viT iyofa sam qvejgufad:

1) xangrZlivi moxmarebis saqoneli;

2)

moklevadiani moxmarebis saqoneli;

3) momsaxureba.

xangrZlivi moxmarebisaa mravaljeradi gamoyenebis saqo-

neli, romelic xangrZlivi periodis manZilze akmayofilebs

momxmarebelTa moTxovnilebas. saqonlis am qvejgufSi erTi-

andeba fexsacmeli, msubuqi avtomanqanebi, macivari, dazga,

Senoba-nagebobebi da a. S.



230

moklevadiani moxmarebis saqoneli mTlianad ixarjeba

gamoyenebis erTi ciklis ganmavlobaSi an gamoiyeneba ramden-

jerme. aseT saqonels miekuTvneba ualkoholo sasmelebi, sa-

recxi saSualebebi, sawvavi, nedleuli da a.S.

momsaxureba moicavs adamianis moqmedebis sxvadasxva sa-

xes, romelsac erTi mxare yidis meore mxareze da romelic

ganapirobebs meore mxaris moTxovnilebebis dakmayofilebas.

momsaxurebaSi Sedis Tmis SeWra, SeRebva, saremonto samuSao-

ebi, advokatis konsultacia da sxv.

samomxmareblo daniSnulebis saqoneli momxmarebelTa

myidvelobiTi Cvevebis mixedviT praqtikul marketingSi SeiZ-leba daiyos oTx qvejgufad (ix. nax. 9.2.):

1) yoveldRiuri moTxovnis saqoneli;

2) winaswari SerCevis saqoneli;

3) gansakuTrebuli moTxovnis saqoneli;

4) pasiuri moTxovnis saqoneli.

yoveldRiuri moTxovnis saqonels momxmarebeli Cveu-

lebriv xSirad SeiZens, yovelgvari mofiqrebis da sxva saqo-nelTan Sedarebis gareSe. am qvejgufSi, Tavis mxriv, SeiZle-

ba gamoiyos yoveldRiuri moTxovnis ZiriTadi saqoneli, im-

pulsuri moTxovnis saqoneli da saqoneli, romelsac momxma-

rebeli SeiZens eqstremalur, winaswar gauTvaliswinebel si-

tuaciebSi.

yoveldRiuri moTxovnis ZiriTadi saqonelia puri, sa-

poni, asanTi da sxva, romelTac momxmarebeli yidulobs re-gularulad. impulsuri moTxovnis saqonels Cveulebriv mom-

xmarebeli SeiZens danaxvis Semdeg, winawari mofiqrebis gare-

Se. aseTi saqoneli iyideba bevr adgilze, amitom momxmare-

bels misi Zebna TiTqmis arasodes ar uwevs. dReisTvis sa-

qonlis impulsuri yidvis wasaxaliseblad internetis gamo-

yenebasac ki cdiloben. Gift bastets.com saitis damfuZne



231

nax. 9.2. samomxmareblo saqonlis klasifikacia

momxmarebelTa myidvelobiTi qcevis mixedviT.

belma gadawyvita Seqmnas saswrafod SesaZeni saCuqre-

bis centri Gift Emergancy Center, romelic SesaZleblobasmiscems momxmareblebs kalaTa, yvavilebi da sxva saqoneli im

dResve miiRon TviTon an gadaugzavnon daniSnulebis obi-

eqts. moulodnelad warmoSobili moTxovnilebebis dasakma-

yofileblad SeiZleba gamoiyenon sxvadasxva saxis saqoneli,

magaliTad, qolga SeiZleba iyidon moulodneli Tavsxma wvi-

mis dros, Ceqma pirveli Tovlis dros.



232

yoveldRiuri moTxovnis saqonlis yidvis process mom-

xmareblebi nakleb yuradRebas uTmoben. SeiZleba iTqvas, rom

am saqonels isini meqanikurad yiduloben. amitom marketingis

specialistebi cdiloben am saxis saqonlis gasayidi obieq-

tebi rac SeiZleba metad miuaxlovon sacxovrebel adgilebs.

amasTan, mwarmoeblebi iswrafian maTi produqtebis maRazie-

bis ufro TvalsaCino adgilze ganlagebisken.

gansakuTrebuli moTxovnis saqoneli xasiaTdeba unika-

luri TvisebebiT, ris gamoc mas ar adareben sxva saqonels.

aseT saqonels miekuTvneba moduri tansacmlis sxvadasxva sa-

xeoba, calkeuli markis avtomanqanebi da sxva. gansakuTrebu-li moTxovnis saqonels hyavs Tavisi momxmarebeli, romelic

mzadaa masSi gadaixados sakmaod maRali fasi. am saqonlis

myidvelebi uars acxadeben Semcvlelebis yidvaze. gansakuT-

rebuli moTxovnis saqonelia, magaliTad, lamborgini, rom-

lis SesaZenad myidvelebi ar eridebian damatebiT danaxar-

jebs. rogorc wesi, gansakuTrebuli moTxovnis saqoneli iyi-

deba SezRuduli raodenobis savaWro obieqtebSi, romlebicdidi qalaqebis feSeneblur kvartalebSia ganlagebuli.

winaswar 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 adareben, Zi-

riTadad, 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

mwarmoeblebisa da gamyidvelebis reputaciazec.

pasiuri moTxovnisaa saqoneli, romelsac momxmarebeli

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

moTxovnis saqonels miekuTvneba axali saqoneli, romelzec



233

moTxovna Camoyalibebis procesSia, agreTve, saflavis qva,

saflavis adgili, donoris mier sisxlis Cabareba, sicoc-

xlis dazRveva. pasiuri moTxovnis saqonlis gasayidad saWi-

ro xdeba marketinguli Zalisxmevis gaZliereba, rac momxma-

reblisTvis meti da damajerebeli informaciis miwodebaSi

gamovlindeba.

samomxmareblo saqonlis klasifikacia moTxovnis xasia-

Tis mixedviT marketologebs strategiis damuSevebaSi exma-

reba. rogorc wesi, yoveldRiuri moTxovnis, winaswar Sesar-

Cevi, gansakuTrebuli da pasiuri moTxovnis saqonlis myidve-

lebi gansxvavebulad iqcevian yidvis dros. gansxvavebulia,agreTve, maTi fasebi, saqonelmoZraobis arxebi da myidveleb-

ze zemoqmedebis meTodebi (ix. cxrili 9.1.).

cxadia, marketinguli RonisZiebebis SerCevis dros

moTxovnis mixedviT samomxmareblo saqonlis klasifikaciis

pirobebSi yoveli saqoneli, pirobiTad, miekuTvneba mxolod

moTxovnis erT saxes, Tumca zogierTi saqoneli erTdrou-

lad SeiZleba ramdenime saxeSi gaerTiandes. magaliTad, av-tomobili momxmarebelTa didi umravlesobisTvis winaswar

SesarCevi, zogierTisTvis ki yoveldRiuri moTxovnis saqone-

lia. igive SeiZleba iTqvas, eqimis momsaxurebis yidvaze. zo-

gierTi saWiroebis SemTxvevaSi nebismier eqims mimarTavs, zo-

gi ki didi gulmodginebiT irCevs mas. ase, rom eqimis momsa-

xureba, rogorc saqoneli, aRmoCndeba xolme yoveldRiuri

moTxovnis da winaswar SesarCev saqonels Soris.sawarmoo daniSnulebisaa saqoneli, romelsac sawarmoe-

bi moixmaren sxva saqonlis sawarmoeblad. sawarmoo daniSnu-

lebis saqonels profesionalebi yiduloben. maTi movaleobaa

saqonlis yidvaze gadawyvetilebis miReba mxolod saTanado

dasabuTebis safuZvelze da saxsrebis ekonomiurad xarjvis

pirobebSi.



234

cxrili 9.1.

marketingi samomxmareblo saqonlis

saxeebis mixedviT

# myidvelis

qcevaze moq-

medi faqto-

rebi

yoveldRiu-

ri moTxov-

nis saqoneli

winaswar

SesarCevi

saqoneli

gansakuTre-

buli moT-

xovnis saqo-

neli

pasiuri moT-

xovnis saqo-

neli

1 yidvaze ga-

dawyvetile-

bis miRebisdro

mcire mniSvnelo-

vani

xangrZlivi xan mcire

xan xan-

grZlivi

2 yidvis six-

Sire

maRali saSualo dabali xan maRali

xan saSualo

3 maRaziis ad-

gilmdebare-

oba

Zalian mniS-

vnelovani

mniSvnelo-

vani

naklebad

mniSvnelova-

ni

mniSvnelova-

ni

4 fasis da xa-

risxis Seda-reba

iSviaTad

adareben

yovelTvis

adareben

iSviaTad

adareben

iSviaTad

adareben

5 fasis mniS-

vneloba

Zalian mniS-

vnelovani

mniSvnelo-

vani

umniSvnelo xan mniSvne-

lovani xan

umniSvnelo

6 mwarmoebeli

sawarmos re-

putacia

Zalian mniS-

vnelovani

mniSvnelo-

vani

Zalian mniS-

vnelovani

ZiriTadad

umniSvnelo

7 gayidvis

obieqtebisraodenoba

mravalric-

xovani

SezRudu-

li

Zalian Sez-

ruduli

SezRuduli

8 saqonlis ba-

zarze win

wawevis Ro-

nisZiebebi

mcire Zalian di-

di

didi Zalian mcire



235

sawarmoo daniSnulebis saqonlis klasifikacia xorci-

eldeba ara momxmareblebisgan damokidebulebiT, aramed maTi

gamoyenebis xasiaTis Sesabamisad.

warmoebis procesSi monawileobis mixedviT biznespro-

duqtebi SeiZleba daiyos sam qvejgufad ( 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

masalebi da detalebi mTlianad gamoiyeneba produqtis

warmoebis erTi ciklis ganmavlobaSi. masSi erTiandeba ned-

leuli, naxevarfabrikatebi da detalebi. nedleulSi Sedis



236

xorbali, simindi, xil-bostneuli, navTobi, sxvadasxva saxis

madani da a.S. nedleuli mTlianad gamoiyeneba warmoebis er-

Ti ciklis ganmavlobaSi da xdeba mza produqtis nawili

mxolod gadamuSavebuli (Secvleli) saxiT. naxevarfabrika-

tebi da detalebi SeiZleba iyos an materialuri komponenti

an kompleqturi mowyobiloba. warmoebis procesSi materia-

luri komponentebis damuSaveba grZeldeba, magaliTad, nar-

Tisa qsovilis warmoebaSi. rac Seexeba kompleqtur mowyobi-

lobebs, isini yovelgvari gadamuSavebis gareSe gamoiyeneba

produqciis Sesaqmnelad. magaliTad, Zrava manqanaSi CamontaJ-

deba cvlilebis gareSe.kapitalur qonebas miekuTvneba saqoneli, romelic nawi-

lobriv monawileobs mza nawarmis SeqmnaSi an xels uwyobs

warmoebis process xangrZlivi drois manZilze. kapitalur

qonebaSi erTiandeba stacionaluri Senoba-nagebobebi, staci-

onaluri da damxmare danadgarebi. stacionalur danadgarebs

miekuTvnebaA dazgebi, amweebi da a.S. damxmare danadgarebia

moZravi saqarxno da sakancelario mowyobilobebi. staciona-luri Senoba-nagebobebisa da danadgarebisgan gansxvavebiT

damxmare danadgarebis Rirebuleba ar Sedis mza nawarmSi.

isini mxolod xels uwyoben warmoebis process da stacio-

nalur danadgarebTan SedarebiT mokle drois ganmavlobaSi

emsaxurebian mas.

damxmare masalebisa da momsaxurebis Rirebulebac ar

Sedis mza nawarmSi. damxmare masalebi ori saxisaa: samuSaomasalebi da teqnikuri momsaxurebis da remontis dros gamo-

yenebuli masalebi. samuSao masalebs miekuTvneba: qvanaxSiri,

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

rebis da remontis dros gamoyenebul masalebSi Sedis saRe-

bavebi, jagrisebi, lursmnebi da a.S. damxmare masalebis yid-

vaze gadawyvetilebis miReba ar moiTxovs did Zalisxmevas.

maT yiduloben cvlilebebis gareSe ganmeorebiTi Sesyidve-



237

bis meTodiT. damxmare masalebs Suamavlebis gamoyenebiT yi-

duloben da yidian. am saxis saqonlis warmoeba da moxmareba

ganfenilia did teritoriaze, fasebi SedarebiT dabalia,

momxmareblis erTgulebis xarisxi naklebad aris gamoxatu-

li.

biznesmomsaxureba SeiZleba iyos teqnikuri da saremon-

to, 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 samar-Tlebrivi xasiaTi. SesaZlebelia am saxis momsaxureba das-

WirdeT xelmZRvanel muSakebs marTvis procesSi warmoSobi-

li 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.).saqonlis marketingul strategiaSi didi mniSvneloba

eniWeba sasaqonlo niSans, romelTanac dakavSirebulia sasa-

qonlo markis, samarko(safirmo) saxelwodebis, samarko niS-

nis 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, Johnson&Johnson,

Sony, Ford, Mercedes-benz, Coca-cola.



238

cxrili 9.2.

marketinguli saqmianoba sawarmoo

daniSnulebis saqonlis ZiriTadi saxeebis

mixedviT

myidvelis qcevaze

moqmedi faqtorebi

masalebi da

detalebi

kapitaluri qo-

neba

damxmare

masalebi da

momsaxureba

1 yidvaze gadawyvetilebismiRebis dro

xangrZlivi mniSvnelovani mcire

2 yidvis sixSire maRali dabali saSualo

3 savaWro obieqtis adgil-mdebareoba

Zalian mniSvnelo-vani

naklebad mniS-vnelovani

mniSvnelovani

4 fasis da xarisxis Seda-reba

Zalian xSirad xSirad iSviaTad

5 fasis mniSvneloba Zalian didi didi naklebi

6 mwarmoebeli sawarmos re-putacia

Zalian mniSvnelo-vani

mniSvnelovani naklebad mniSvne-lovani

7 savaWro obieqtebis rao-denoba

SezRuduli Zalian SezRu-duli

mravalricxovani

8 saqonlis bazarze win wa-wevis RonisZiebebi

umniSvnelo umniSvnelo Zalian umniSvnelo

9.2. sasaqonlo niSani da misi mniSvneloba marketingSi

sasaqonlo markis nawili, romelic arsebobs simboloe-

bis, Seferilobebis, gamosaxulebebis, asoebis, an sxva

saxis aRniSvnebis saxiT, samarko niSania.

samarko niSani SeiZleba amovicnoT, magram sityvebiT ar

gamoiTqmeba.

sasaqonlo niSani mTlianad marka an misi nawilia, ro-

melic samarTlebrivad daculia.

sasaqonlo niSani icavs saqonlis gamyidvelis gansa-

kuTrebul uflebebs samarko saxelwodebis an samarko niSnis

gamoyenebaze. sasaqonlo niSani praqtikaSi ganixileba ro-

gorc savaWro marka an safirmo niSani. registraciis aRsa-

niSnavad gamoiyeneba wreSi Casmuli aso R.



239

sasaqonlo marka, samarko saxelwodeba an samarko niSa-

ni marketinguli aRniSvnebia, romlebic iuridiulad ver

icaven saqonels konkurentebisgan. amitom sawarmoebi maT re-

gistraciaSi atareben. saerTod bazarze ufro kargad iyideba

sasaqonlo niSnis mqone saqoneli sasaqonlo niSnis armqone

saqonelTan SedarebiT.

marketiniguli TvalsazrisiT sasaqonlo niSani saqo-

nelze pasuxismgeblobis gansakuTrebuli simboloa. igi maCve-

nebelia imisa, Tu vis ekuTvnis mocemuli saqonlis warmoebi-

sa da realizaciis ufleba da imavdroulad miuTiTebs ima-

zec, Tu vinaa pasuxismgebeli arasaTanado xarisxis saqonlismiwodebaze. gamomdinare aRniSnulidan sasaqonlo niSani myid-

velisTvis saTanado xarisxis saqonlis SeZenis mamoZravebeli

motivi da Taviseburi saxis garantiaa, rac aCqarebs reali-

zaciis process. amitomaa, rom sawarmoebi cdiloben TavianTi

saqonlisTvis markis miniWebas da registracias. amasTan re-

gistrirebuli samarko saqoneli iyideba ufro Zvirad, vidre

arasamarko. registracia aucilebelia licenziis gayidvisTvalsazrisiTac. amrigad, sasaqonlo niSani sawarmoTa sa-

kuTrebis mniSvnelovani saxea, romlis Rirebulebac xSirad

ramdenime milion da zogjer miliard dolarsac ki aRwevs.

ase, magaliTad, sasaqonlo niSani Coca-Cola mflobeli fir-

mis mier Sefasebulia 3 mlrd dolarad.

saqonlisTvis samarko saxelwodebis miniWebis praqtikam

ganvlo ganviTarebis garkveuli gza. adre saqonelTa umete-soba iyideboda samarko saxelwodebis gareSe, II msoflio

omis Semdgom ki imdenad gafarTovda samarko saxelwodebebis

miniWebis kampania, rom dReisTvis ganviTarebul qveynebSi

TiTqmis arc erTi saqoneli ar aris bazarze samarko saxel-

wodebis gareSe. amasTan, bolo wlebSi SeiniSneba sapirispi-

ro tendencia. izrdeba samarko saxelwodebis gareSe gayidu-

li saqonlis raodenoba, radgan am SemTxvevaSi fasebi daba-



240

lia. fasebis Semcirebis SesaZleblobas iZleva dabali xar-

jebi 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. amas gansakuTrebul mniSvneloba aqvs saer-

TaSoriso kompaniebisTvis. ar unda gamoiyenon sxva kompanie-

bis 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, Toyota da a.S.

Tu sworad SeirCa markis saxelwodeba da saqonelic

Tavisi TvisebebiT akmayofilebs momxmarebelTa moTxovnebs,

momxmarebeli saxelwodebas aigivebs warmatebul saqonelTanda mudmivi myidvelebis wrec advilad yalibdeba. aseT dros

markebs Suamavlebis mxardaWeris mopovebac uadvildebaT. ase,

magaliTad, kompania Reebok -s Tavidan Zalian gauWirda dis-

tributorebis mxardaWeris mopoveba, dRes ki es marka Sua-

mavlebSi kargi reputaciiT sargeblobs. markis kargi repu-

tacia dadebiTad moqmedebs mwarmoebeli an gamsaRebeli kom-

paniis sxva saqonelzec. kompania Procter&Gamble-ma markissaxelwodeba 90 dasaxelebis saqonelze daaxloebiT 20 Tvis

ganmavlobaSi gaavrcela.

samarko saxelwodebis miniWeba SeiZleba gadawydes

sxvadasxva gziT:

1) individualuri samarko saxelwodebebi. individua-

lur samarko saxelwodebebs saqonels mwarmoeblebi

aniWeben maSin, roca ar surT TavianTi reputaciis



241

momxmareblis mier saqonlis aRqmis procesTan da-

kavSireba. aseT pirobebSi, Tu saqoneli damarcxda

bazarze, mwarmoebeli ar zaraldeba. am strategias

mxars uWers korporacia Procter&Gamble.

2) erTiani samarko saxelwodeba 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 rek-

lamaze didi odenobiT xarjebis gaweva. aseTi stra-

tegiiT muSaobs aSS-s kompania General Elektric.3)

erTi jgufis saqonlisTvis koleqtiuri samarko sa-

xelwodeba. am politikas sawarmo iyenebs maSin, ro-

ca awarmoebs an yidis sruliad gansxvavebuli saxis

sxvadasxva saqonels. am strategias mxars uWers

Sears.

4) firmis savaWro saxelwodebis an saqonlis indivi-

dualuri markis Serwyma. firmis savaWro saxelwo-deba axal saqonels aZlevs kanonier saxes, indivi-

dualuri samarko saxelwodeba ki miuTiTebs mis ga-

numeoreblobaze. aseT midgomas mxars uWers firma

Kellog.

sasaqonlo niSanTan SedarebiT farTo cnebaa safirmo

stili, romlis Semadgeneli nawilicaa sasaqonlo niSani.

safirmo stilSi igulisxmeba im grafikuli, enobrivi

da sxva saxis xerxebis erToblioba, romelic uzrun-

velyofs mwarmoeblisa da gamyidvelis mTeli produq-

ciis garkveul mTlianobaSi aRqmas. is imavdroulad

erTmaneTs upirispirebs mwarmoeblebsa da konkurentebs

da maT saqonels.

safirmo stilis Semadgeneli ZiriTadi elementebia:

sasaqonlo niSani;



242

2) logotipi. igi firmis sruli an Sekvecili saxel-

wodebis (an misi sasaqonlo jgufebis) specialurad

Seqmnili, originaluri anabeWdia;

3)

safirmo bloki. igi kompoziciaSi aerTianebs sasa-

qonlo niSans da logotips, agreTve, sxvadasxva

tipis ganmartebiT warwerebs (qveyana, misamarTi, te-

lefoni, teleqsi) da arc Tu iSviaTad “safirmo

lozungs”, rogorc firmis komerciuli da teqniku-

ri kredos gamoxatulebas;

4) safirmo feri (ferTa Sexameba);

5 Sriftebis safirmo kompleqti;

6) safirmo konstantebi (formati, teqstis dakabadone-

bis da ilustraciebis sistema da sxva).

garkveuli zomiT safirmo stili firmis muSaobis, misi

sasaqonlo, teqnikuri, savaWro politikis, zogjer Sinagani

organizaciis gamoxatulebaa. safirmo stilis nakeTobebi ex-

mareba firmas popularobis mopovebaSi da, maSasadame, saqon-

lis gasaRebis stimulirebaSi. magram amisaTvis, pirvel rig-Si, aucilebelia saqoneli iyos pirveli klasis. saqoneli,

romelic ar gaamarTlebs momxmareblis molodins, moqmedebs

safirmo stilis sapirispirod. is TiTqos gamafrTxilebeli

signalia, romelsac SeuZlia saerTod CaSalos vaWroba. ami-

tom saWiroa jer myidvelis ndobis mopoveba saukeTeso mu-

SaobiT da mxolod amis Semdeg fiqri sasaqonlo niSanze an

safirmo stilze.

9.3. brendingi

brends an savaWro markas kompaniebi produqcias aniWe-

ben konkurenti kompaniebis produqciisgan gansxvavebis miz-

niT. momxmareblebisTvis brendi produqtis mniSvnelovani



243

atributia, romelic, marTalia, zrdis produqtis Rirebu-

lebas, magram aris maRali xarisxis da saimedobis garan-

ti. magaliTad, sunamo Versache momxmarebelTa erTi nawi-

lisTvis maRali xarisxis mqone Zvirfasi produqtia. igive

sunamo ubralod SefuTuli, safuTavze yovelgvari warweris

gareSe, imave momxmareblebisTvis Cveulebrivi saqonelia, ro-

melic arafriT ar gamoirCeva sxva sunamoebisgan.

momxmareblebi brendebis erT nawils sistematurad yi-

duloben, meore nawilis mimarT ki loialurni arian. arse-

bobs brendebi, romlebic momxmarebelTa konkretul katego-

rias arasodes ar uyidia. realur cxovrebaSi xSiria Sem-Txvevebi, roca momxmareblebi gasinjvis Semdeg uars amboben

ama Tu im konkretul brendze.

brendebis mimarT momxmareblebis gansxvavebuli damoki-

debulebis safuZveli produqtebis momxmareblebze gavlenis

gansxvavebuli donea, rac, Tavis mxriv, gansazRvravs brende-

bis cnobadobas.

process, romlis drosac produqti momxmareblisTvis

xdeba cnobadi Semdeg ki mimdinareobs muSaoba cnobado-

bis SesanarCuneblad da gasaRrmaveblad, uwodeben bren-

dings.

brendis cnobadobis miRweva pirvel rigSi gadasawyveti

amocanaa nebismieri kompaniisTvis axali saqonlis bazarze

gatanis dros. cnobadobis misaRwevad gamoiyeneba bevri saSu-

aleba, romelTa Soris unda gamoiyos reklama. masobriv mom-xmarebels axal saqonels kompaniebi, Tavdapirvelad, swored

reklamiT acnoben. reklama did rols TamaSobs miRweuli

cnobadobis donis SenarCunebaSic-axsenebs momxmareblebs ba-

zarze produqtis arsebobas.

brendebis yidvis da gamoyenebis Semdeg momxmareblebs

uyalibdebaT ama Tu im brendis mimarT upiratesobis miniWe-

bis grZnoba. praqtikaSi arsebobs brendebi, romelTac upira-



244

tesobas 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 sur-

vilia momxmareblebSi Tavisi produqtis eqskluziurobis

miRweva, magram brendis eqskluziurobas realurad kompania-

Ta mxolod mcire nawili aRwevs.

ganasxvaveben brendebis Semdeg saxeebs:

1) mwarmoeblis brendi;

2)

kerZo brendi;3) brendebis jgufi;

4) individualuri brendi.

amasTan, arsebobs kompaniebi, romlebic produqtebs yo-

velgvari dasaxelebis gareSe yidian da ar atareben raime

gansakuTrebul RonisZiebebs maTi cnobadobis misaRwevad.

aseT produqtebs “arasafirmos” uwodeben. arasafirmo saqo-

nelSi, rogorc wesi, Sedis kvebis produqtebi da saojaxosaqoneli. arasafirmo saqoneli analogiur brend-dasaxelebis

mqone saqonelTan SedarebiT iafia. aSS-Si am kategoriis sa-

qoneli meoTxedi saukunis win iyideboda. arasafirmo saqon-

lis realizaciis moculoba ekonomikuri krizisis dros iz-

rdeba, ekonomikis aRmavlobis periodSi ki mcirdeba. Tumca

arseboben momxmareblebi, romlebic upiratesobas fasis gamo

arasafirmo saqonels aniWeben.brends, romelic mwarmoeblis kuTvnilebaa, mwarmoeb-

lis brends uwodeben. mwarmoeblis brendebia, magaliTad,

Kodak , Tide da “nataxtari”.

brends, romelic ekuTvnis msxvil sabiTumo, an saca-

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

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

da Wal-Mart.



245

brend-ojaxi urTierTdakavSirebuli produqtebis saer-

To brend-saxelwodebaa. brend-ojaxia Jonson&Jonson, rome-

lic erT jgufSi aerTianebs losionebs, saRebavebs, bavSvis

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 bazarze

win wasawevad yoveli maTganisTvis individualur marketin-

gul programebs amuSaveben.rogorc bizens-praqtika uCvenebs, kompaniaTa mTavari ka-

pitali maTi reputaciaa. kargi reputacia, upirvelesad,

produqtis xarisxzea damokidebuli. produqtis maRali xa-

risxi aCqarebs brendis cnobadobis miRwevas da saSualebas

aZlevs kompaniebs konkurentebTan SedarebiT Zlier upirate-

sobas miaRwion. ase yalibdeba brendis kapitali.

brendis kapitalSi igulisxmeba is Rirebuleba, romel-

sac brend-dasaxeleba umatebs bazarze produqts.

cxadia, rac ufro maRalia brendis kapitalis sidide,

miT kargad iyideba produqti da myari da Zlieria kompaniis

finansuri mdgomareoba. didi kapitalis mqone brendebi advi-

lad 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 gayid-

vis dros kargad Cans Semdegi magaliTidan:

avtomobili Skoda did britaneTSi ar sargeblobda re-

putaciiT. mas sazogadoeba dabalxarisxian avtomanqanad miiC-

nevda. kompaniam, miznad isaxavda ra did britaneTSi avtoman-

qanis axali modelis Setanas, 1955 wels axal modelze mom-

xmarebelTa damokidebulebis gasarkvevad faruli da Ria



246

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 mwarmoe-

beli sawarmo iyo cnobili.

9.4. sasaqonlo politikis damuSavebis mizani

da aucilebeli pirobebi

sasaqonlo politikaSi igulisxmeba sawarmos mier ga-

tarebuli gansazRvruli kursi, romelmac unda uzrun-

velyos sasaqonlo asortimentis formireba da marTva,

saqonlis SefuTva da markireba bazris moTxovnebis Se-

sabamisad, saqonlis konkurentunarianoba bazarze.

sasaqonlo politika iTvaliswinebs sawarmos intere-sebs grZelvadian perspeqtivaSi da gamoricxavs SemTxveviTi

da mimdinare faqtorebis araxelsayrel zemoqmedebas sawar-

moo da saqonlis gasaRebis procesebze, moufiqrebeli gadaw-

yvetilebebis miRebas.

sasaqonlo politika sawarmoo da marketinguli poli-

tikis Semadgeneli nawilia. misi damuSavebis da praqtikaSi

gatarebisaTvisTvis aucilebelia garkveuli pirobebis dacva,kerZod, saWiroa sawarmos ZiriTadi miznisa da misgan gamom-

dinare amocanebis arsSi safuZvlianad garkveva, sawarmoo-ga-

saRebiTi strategiis damuSaveba, bazris ZiriTadi moTxovne-

bis Seswavla, mimdinare da potenciuri SesaZleblobebis ga-

movlena.

sasaqonlo politikis ZiriTadi mizania bazris moTxov-

nis Sesabamisi saqonlis warmoeba da momgebian pirobebSi ga-



247

saReba. misi damuSavebis aucileblobas ganapirobebs materia-

luri, SromiTi (adamianiseuli) da finansuri resursebis mo-

bilizaciis procesis sirTule, momxmareblTa gemovnebis gan-

viTareba da cvalebadi sabazro situaciebi, saqonlis gayid-

vis Sedegebis ganusazRvreloba. mxolod sworad SemuSavebu-

li da Tanmimdevrulad ganxorcielebuli sasaqonlo poli-

tikis pirobebSia SesaZlebeli sawarmos saqmianobis efeqtia-

nad warmarTva.

sworad SemuSavebuli da gatarebuli sasaqonlo poli-

tikis pirobebSi SesaZlebelia Semdegi amocanebis gadawyveta:

1)

saqonlis asortimentis optimizacia misi samomxma-reblo niSan-Tviseebisa da warmoebis teqnologiis

Taviseburebebis gaTvaliswinebis safuZvelze;

2) asortimentis ganaxleba saqonlis sasicocxlo cik-

lis etapebis Sesabamisad;

3) swori Tanafardoba axali da tradiciuli saqonlis

warmoebis moculobebs Soris;

4)

axali saqonlis bazarze gatanis droisa da adgi-lis saukeTeso variantis SerCeva;

5) saqonlis droulad moxsna warmoebidan sasicocxlo

ciklis etapebze dakvirvebis Sedegebis mixedviT.

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, romlebic, Tavis mxriv, iyofian asortimentul

jgufebad, asortimentul jgufebSi ki gamoyofen asortimen-

tul poziciebs. ase, magaliTad, fexsacmlis asortimenti mo-

icavs tyavis, Teqis, rezinis fexsacmels. TiToeul maTganSi

xarisxis, fasis da sxva niSan-Tvisebebis mixedviT gamoiyofa



248

asortimentuli jgufebi, romlebic Sedgeba sxvadasxva asor-

timentuli poziciisgan.

bevr sawarmoSi sasaqonlo asortimentis praqtikulad

Camoyalibebis process win uswrebs asortimentuli koncef-

ciis damuSaveba.

asortimentuli koncefcia sasaqonlo asortimentis op-

timaluri struqturis mizanmimarTuli CamoyalibebisTvis

saWiro Sexedulebebis sistemaa, romelic emyareba calkeuli

segmentebis moTxovnebs da sxvadasxva saxis resursis ufro

efeqtianad gamoyenebis aucileblobas warmoebis xarjebis

Semcirebis mizniT.asortimentulma koncefciam unda uzrunvelyos warmoe-

bis orientacia im saqonelze, romelic mocemul pirobebSi

yvelaze metad Seesabameba momxmarebelTa moTxovnebs Tavisi

samomxmareblo TvisebebiT. igi xasiaTdeba Semdegi maCveneble-

biT: saqonlis saxeebisa da saxe sxvaobebis raodenoba momxma-

rebelTa segmentebis mixedviT, asortimentis ganaxlebis six-

Sire, fasebis done mocemuli saqonlis sxvadasxva tipze damaTi Tanafardoba, xarisxi da a.S.

asortimentuli koncefcia SeiZleba ganixilon rogorc

saqonlis warmoebisa da realizaciis programa, romelmac

unda uzrunvelyos drois gansazRvruli periodisTvis mom-

xmarebelTa moTxovnis moculobisa da struqturis Sesabami-

si saqonlis warmoeba saWiro RonisZiebebis SemuSavebis

gziT. warmoebuli saqonlis asortimentis miaxloeba momxma-rebelTa moTxovnebTan damokidebulia mraval faqtorze, ker-

Zod, momxmarebelTa moTxovnebis gamovlenis xarisxze, mate-

rialuri da finansuri resursebis odenobaze, muSakTa pro-

fesionalizmze, kreditis miRebis SesaZleblobaze da a.S. aR-

niSnuli da kidev sxva saxis faqtorebis mxedvelobaSi miRe-

biT unda moxdes saqonlis warmoebis asortimentuli struq-

turis ganviTarebis tendenciebis prognozireba grZelvadian



249

perspeqtivaSi. am dros, bunebrivia, ar aris SesaZlebeli

konkretuli fasebis, saqonlis esTetikuri niSan-Tvisebebis,

zusti zomebis winaswar gansazRvra.

sawarmoSi sasaqonlo asortimentis saWiro moculobisa

da struqturis Seqmna SesaZlebelia mxolod misi dagegmvisa

da marTvis mecnierulad dasabuTebuli sistemis safuZvelze.

sasaqonlo asortimentis marTva da dagegmva rTuli proce-

sia, romelic marketingis ganuyofeli nawilia. sawarmos in-

teresebidan gamomdinare, igi mudmivad unda ganxorcieldes

momxmareblebisTvis sasurveli saqonlis saWiro odenobiT da

misTvis xelsayrel adgilze da xelsayrel dros miwodebismizniT. swored sasaqonlo asortimentis marTva da dagegmva

uzrunvelyofs sawarmoebSi im saqonlis damzadebas, romlis

warmoebac mas SeuZlia. maSasadame, marketingis koncefciis

praqtikuli realizacia xorcieldeba sasaqonlo asortimen-

tis marTvis da dagegmvis efeqtiani sistemis meSveobiT.

sasaqonlo asortimentis marTva gansxvavebuli xasiaTi-

saa calkeul sawarmoSi ara mxolod sxvadasxva, aramed erTida imave saxis saqonelzec. magram yvela SemTxvevaSi sasaqon-

lo asortimentis dagegmvisa da marTvis procesSi adgenen

saqonlis saxeebsa da saxesxvaobebs, iReben gadawyvetilebebs

ararentabeluri saqonlis warmoebis Sewyvetis da axali da

gaumjobesebuli saqonlis Seqmnis mizniT mecnieruli kvle-

vis gansaxorcieleblad, amtkiceben saqonlis warmoebis da

amisTvis saWiro finansuri resursebis gamoyofis gegmebs,gansazRvraven Tanafardobas saqonlis masobrivi da individu-

aluri SekveTebiT warmoebis moculobebs Soris.

rogorc praqtikam uCvena, sawarmoTa umetesoba saqmia-

nobas iwyebs saqonlis viwro asortimentiT, romelic Tanda-

TanobiT farTovdeba momxmarebelTa moTxovnisa da sawarmos

strategiuli miznebis urTierTdakavSirebis safuZvelze.



250

9.5. saqonlis SefuTva da markireba

saqonlis SefuTviT mwarmoebeli da gamsaRebeli sawar-

moebi moxerxebul pirobebs uqmnian myidvelebs saqonlis Se-

Zenis procesSi, rac aCqarebs realizacias. am TvalsazrisiT

SefuTva ganixileba rogorc saqonlis gasaRebis stimulire-

bis saSualeba.

bazarze gasayidad gamotanili bevri saqonlis SefuTva

aucilebelia, radgan amis gareSe misi momxmareblisTvis mi-

wodeba ver moxerxdeba. amasTan, saqonlis erTi nawilis ga-

saRebis procesSi SefuTva arsebiT rols ar asrulebs. ase,magaliTad, kosmetikuri nawarmisTvis SefuTva metad mniSvne-

lovania, iafasiani saojaxo saqonlisTvis ki is umniSvnelo

rols asrulebs. SefuTva Zalian mniSvnelovania higienuri

TvalsazrisiTac. es, pirvel rigSi, exeba kvebis produqtebs,

romlebic garecxvis gareSe moixmareba (pur-funTuSeuli, ma-

karonis nawarmi....).

SefuTvaSi igulisxmeba saqonlis saTavsi an garsi,

romlis ZiriTadi daniSnuleba gafuWebisa da daziane-

bisgan saqonlis dacvaa, magram SefuTvis daniSnulebis

mxolod maTze dayvana araviTar SemTxevaSi ar SeiZleba.

amasTan, SefuTva mowodebulia:

1) uzrunvelyos saqonlis racionaluri partiis Seqmna

transportirebis, datvirTvisa da gadmotvirTvis

procesis gaiolebisTvis;2)

misces SesaZlebloba Sesabamisi profilis sawarmo-

ebs saqonlis racionaluri odenobiT SenaxvisTvis;

3) iyos reklamis mniSvnelovani wyaro.

ukanasknel periodSi SefuTvas ganixilaven rogorc

marketingis erT-erT mniSvnelovan saSualebas. kargad Sefu-

Tuli saqoneli xelsayrelia aramarto momxmareblisTvis,



251

aramed mwarmoeblisTvisac, radgan is saqonlis gasaRebis

stimulirebis damatebiTi saSualebaa.

SefuTvas mravalsaukunovani istoria aqvs. jer kidev

pirvelyofili adamianebi iyenebdnen veluri xil-kenkris tyi-

dan gamoqvabulebSi gadasatanad cxovelTa tyavebsa da mcena-

reebisgan dawnul kalaTebs. arqeologiuri gaTxrebis Sede-

gad mecnierebis mier aRmoCenilia Tixis sxvadasxva moculo-

bis WurWeli, romelSic uZvelesi adamianebi sxvadasxva saxis

siTxesa da marcvleuls inaxavdnen. Zvelma egviptelebma siT-

xis Sesanaxad pirvelad gamoiyenes Tixis WurWeli. Sua sau-

kuneebSi SesafuT masalad gamoiyeneboda tyavi, qsovili, xismasala, qva, keramika, mina. mravali saukunis ganmavlobaSi sa-

fuTavis daniSnuleba iyo saqonlis Senaxva da transporti-

reba.

specialistebis azriT, SefuTva asrulebs sam ZiriTad

funqcias. pirvel rigSi, is produqts dazianebis, gafuWebisa

da gaflangva- datacebisgan icavs. meore, SefuTva momxmareb-

lisTvis megzuria saqonlis gacnobis da SeZenis gzaze. mesa-me, SefuTva, icavs ra produqts garegani faqtorebis ara-

xelsayreli zemoqmedebisgan da amis Sesabamisad gafuWebisgan,

xels uwyobs saqmianobis ufro efeqtianad ganxorcielebas.

zogjer produqtis SemadgenlobaSi raimes Secvla Za-

lian saSiSia janmrTelobisTvis, rac bevr sawarmos safuTa-

vis konstruqciis da masalis gaumjobesebisken ubiZgebs. ase,

magaliTad, zogierTi wamlis SemadgenlobaSi araxelsayrelmaCarevam SeiZleba pacientis sikvdilic ki gamoiwvios. amis

Tavidan acilebaSi didi rolis Sesruleba swored safuTavs

SeuZlia.

dReisTvis ganviTarebul qveynebSi saqonlis SefuTvis

sazRvrebi mkveTrad gafarTovda. amis mizezi uamravia, magram

maT Soris unda gamoiyos Semdegi: TviTmomsaxurebis meTodiT



252

saqonlis gayidvis gafarToeba, momxmarebelTa ekonomiuri Se-

saZleblobebis zrda, firmis da sasaqonlo markis imiji.

TviTmomsaxurebis meTodiT saqonlis gayidvis dros

produqtis Sesaxeb informacias gamyidvelis nacvlad myid-

vels safuTavze gakeTebuli warwerebi awvdis. warweris Si-

naarsma unda daarwmunos myidveli saqonlis dadebiT Tvise-

bebSi da aRuZras mas misi SeZenis survili. cxovrebis donis

amaRlebasTan erTad izrdeba momxmarebelTa moTxovnebi sa-

qonlis SefuTvis xarisxze. ekonomiuri SesaZlebloba saSua-

lebas aZlevs momxmareblebs meti yuradReba dauTmon safu-

Tavis garegnul saxes, saimedoobasa da prestiJulobas. Se-fuTvis procesis srulyofas da gafarToebas xels uwyobs

is faqtoric, rom bevr firmas Tavisi da saqonlis imijis

Seqmnisa da popularizaciis erT-erT mniSvnelovan saSuale-

bad swored SefuTva miaCnia. SefuTvam saxelwodebasTan er-

Tad unda gaaZlieros saqonlis imiji. kargia, roca momxma-

reblebi SefuTvis mixedviT uceb cnoben ama Tu im firmis

saqonels. ase, magaliTad, firmis myidvelebisTvis kargadaacnobili firma Kodak -is yviTeli feris yuTebi. zogierTi

firma SefuTvis dapatentebasac ki axdens, riTac mas icavs

konkurenti firmebisgan. amas gansakuTrebuli mniSvneloba

eniWeba maSin, roca SefuTvis dizaini arsebiT rols asru-

lebs saqonelze momxmareblTa Sexedulebebis CamoyalibebaSi.

SefuTvas gaaCnia siaxlis danergvis didi SesaZleblobebi.

siaxle uzrunvelyofs saqonlis Senaxvis vadis gadidebas daamis Sesabamisad mwarmoebelTa reputaciis amaRlebas.

saqonlis SefuTvaSi ZiriTadia tara. praqtikaSi erTma-

neTisgan ganasxvaveben Sinagan da garegan taras. Sinagani ta-

ra saqonlis uSualo saTavsia. magaliTad, spirtiani sasme-

lebis, mineraluri wylebis, sunamoebis uSualo saTavsi

boTlebia. zogierT saqonelze Sinagani tara dazianebisgan

dacvis mizniT Tavsdeba safuTavis meore fenaSi, romelic ga-



253

moyenebis procesSi moscildeba saqonels. safuTavis meore

fena garegani taraa. mas miekuTvneba agreTve satransporto

tara, romlis mizanic SefuTuli saqonlis dacva da tran-

sportirebis procesSi moxerxebuli pirobebis Seqmnaa.

saqonlis SefuTvis problemis saTanado doneze gadaw-

yvetisTvis, pirvel rigSi, aucilebelia SefuTvis koncefci-

is damuSaveba. SefuTvis koncefcia ganixileba, rogorc Se-

fuTvaze SexedulebaTa sistema, romelic gansazRvravs Se-

fuTvis saxes da mis rols konkretuli saqonlis momxmareb-

lamde dayvanis procesSi. koncefciaSi unda Camoyalibdes Se-

fuTvis ZiriTadi daniSnuleba, romlis mixedviTac ganisaz-Rvreba SefuTvis forma, zomebi, masala, feri da sxva maCve-

neblebi. amis Semdeg xdeba SefuTvaSi siaxlis gamocda, rac

xorcieldeba ramdenime etapad: teqnikurma gamocdam unda da-

adasturos, rom tara pasuxobs normaluri eqsploataciis

moTxovnebs; taris garegnuli saxis gamocda iTvaliswinebs

masze gakeTebuli warweris da ferTa Sexamebis xarisxis

dadgenas; mowmdeba momxmarebelTa mier axali taris mimarTdamokidebulebac. gamocdam unda daamtkicos, rom momxmare-

belze siaxle dadebiTad moqmedebs.

saqonlis SefuTvasTan uSualod aris dakavSirebuli

markireba, romelic xorcieldeba etiketis, iarliyis saSua-

lebiT. ganviTarebul qveynebSi farTod gamoiyeneba agreTve

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

saqonelze. aris SemTxvevebi, roca saqonlis gamyidveli ar-

Cevs mokle, martiv etikets, magram kanoni moiTxovs damate-

biTi informaciis ganTavsebas masze.



254

Tanamedrove kompiuterizaciis pirobebSi ganviTarebul

qveynebSi didi mniSvneloba eniWeba Strixul kodirebas. da-

savleTis qveynebSi vaWroba praqtikulad emyareba Strixul

kodebs. maT gareSe savaWro sawarmoebi ar iReben saqonels

mwarmoeblidan an Tu iReben 30-40-%-iT an zogjer ufro

meti fasdaklebiTac.

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 usafrTxoebispirobebis miTiTebiT, saqonlis propaganda mimzidveli grafi-

kuli gamosaxulebis meSveobiT.

etikets waeyeneba mTeli rigi moTxovnebi, romelTa

dacva savaldebuloa bevr qveyanaSi da eqvemdebareba samar-

Tlebriv regulirebas. es moTxovnebia: sazogadoebisTvis sa-

qonelze swori informaciis miwodeba, saqonlis Semadgeneli

komponentebis srulad miTiTeba, saqonlis gamoyenebis pro-cesSi teqnikuri usafrTxoebis wesebis srulyofilad CamoT-

vla 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 Camoyalibe-bas da gasaRebis stimulirebas. aRniSnulidan gamomdinare

aucilebelia maTi sistematuri srulyofa, rac, jer erTi,

daaCqarebs saqonlis realizaciis process da, meore, Tavidan

aacilebs sawarmos mza produqciis danakargebs.



255

9.6. saqonlis konkurentunarianoba da

misi ganmsazRvreli maCveneblebi

konkurencia bazarze aiZulebs saqonlis mwarmoeblebs

da gamsaReblebs mudmivad izrunon arsebuli saqonlis gaum-

jobesebasa da axali saqonlis Seqmnaze. es problema mwvavde-

ba bazris saqonliT gajerebis pirobebSi. bazari saqonlis

saxmari da sacvleli Rirebulebis Semfasebelia. Sefasebis

Sedegebzea damokidebuli saqonlis gayidvis maCveneblebi.

cxadia, Tu bazris didma nawilma dadebiTad Seafasa saqon-

lis niSan-Tvisebebi, misi gayidva da mogebis miReba mwarmoeb-lebsa da gamsaReblebs garantirebuli aqvT. faqtiurad baza-

ri amowmebs saqonels sazogadoebrivi moTxovnilebebis dakma-

yofilebis TvalsazrisiT. amasTan, sxvadasxva bazarze erTi

da imave produqtis mier mosaxleobis moTxovnilebebis dak-

mayofilebis done gansxvavebulia.

bazarze saqonlis warmatebis mTavari faqtori misi

konkurentunarianobaa. igi uCvenebs konkurentebTan SedarebiTsaqonlis Sesabamisobis maRal dones bazris moTxovnebTan xa-

risxobrivi, teqnikuri, ekonomiuri da sxva maCveneblebis mi-

xedviT.

konkurentunarianoba gulisxmobs saqonlis im niSan-

Tvisebebis erTobliobas, romelebic gansazRvraven ba-

zarze mis warmatebas da upiratesobas masTan konkuren-

ciaSi myof analogiur saqonelTan SedarebiT.

saqonlis konkurentunarianobis ZiriTadi maCvenebelia

xarisxi. masSi igulisxmeba im niSan-Tvisebebis erToblioba,

romelebic gansazRvraven saqonlis mier momxmareblebis moT-

xovnilebebis dakmayofilebis unars. rogorc wesi, momxmareb-

lebs ainteresebT saqonlis is niSan-Tvisebebi, romlebic da-

akmayofileben maT moTxovnilebebs. swored sasargeblo ni-



256

San-Tvisebebis erToblioba gadaaqcevs produqts moxmarebis

sagnad.

saqonlis xarisxma ganviTarebis mravalsaukunovani gza

ganvlo. igi viTardeboda sazogadoebrivi moTxovnilebebis

ganviTarebisa da warmoebis mier maTi dakmayofilebis SesaZ-

leblobebis paralelurad. amdenad, erTi da imave saxis sa-

qonelze sxvadasxva epoqaSi xarisxis cnebis Sinaarsobrivi

datvirTva gansxvavebuli iyo.

xarisxs da konkurentunarianobas xSirad erTmaneTTan

aigiveben, rac arasworia. maTi SedarebiTi daxasiaTebidan

(ix.cxrili 9. 3) Cans, rom:L1)

konkurentunarianoba xarisxisgan gansxvavebiT mxo-

lod sabazro ekonomikisTvis damaxasiaTebeli katego-

riaa.

cxrili 9.3.

saqonlis xarisxisa da konkurentunarianobis Seda-

rebiTi daxasiaTeba

xarisxi konkurentunarianoba

mudmivi kategoriaa axasiaTebs upiratesad sabazro eko-

nomikas

saqonlis naklebad dinamikuri da

cvalebadi maCvenebelia

xarisxTan SedarebiT ufro dinami-

kuri da cvalebadia

ganisazRvreba specialuri organiza-ciebis mier dadgenil standarteb-

Tan saqonlis niSan-Tvisebebis Seda-

rebis gziT

dgindeba bazarze

fasis sididis ganmsazRvrelia damokidebulia fasze

dgindeba saqonlis ZiriTadi niSan-

Tvisebebis safuZvelze

ganisazRvreba saqonlis im niSan-

TvisebebiT, romlebic mocemul mo-

mentSi yvelaze mniSvnelovania mom-

xmareblisTvis



257

2) konkurentunarianoba xarisxTan SedarebiT ufro dina-

mikuri da cvalebadi bunebisaa. erTi da imave xaris-

xis saqoneli erTi da imave bazarze sxvadasxva dros

gansxvavebuli konkurentunarianobiT xasiaTdeba. amas-

Tan, erTi da imave xarisxis saqoneli sxvadasxva ba-

zarze zogjer gansxvavebuli konkurentunarianobiT

xasiaTdeba. arsebobs gamonaklisebic. zogierT bazarze

dabalxarisxiani saqoneli maRalxarisxian saqonelTan

SedarebiT ufro kargad iyideba.

3) gansxvavebulia xarisxisa da konkurentunarianobis

doneebis gansazRvris meqanizmi. xarisxi dgindeba er-Tgvarovani produqtebis niSan-Tvisebebis specialuri

organizaciebis mier winaswar dadgenil standarteb-

Tan Sedarebis gziT. rac Seexeba konkurentunariano-

bas, misi gansazRvris mizniT konkurenti produqtebis

niSan-Tvisebebi Seudardeba momxmarebelTa moTxovni-

lebebs, Semdeg ki erTmaneTs. zogjer erTmaneTs ara-

erTgvarovan saqonelsac upirispireben, Tu isini erTida imave moTxovnilebebs akmayofileben.

4) gansxvavebulia xarisxisa da konkurentunarianobis

fasis mimarT damokidebulebac. xarisxi gadamwyvet

rols asrulebs fasebis dawesebis procesSi. xaris-

xis gazrda iwvevs fasebis gazrdas, rac ganpirobebu-

lia danaxarjebis gazrdiT, Semcireba ki, piriqiT,

Semcirebas. sapirispiro damokidebulebaa konkurentu-narianobasa da fasebs Soris. faszea bevrad damokide-

buli saqonlis konkurentunarianoba bazarze. fasis

gazrdiT saqonlis gayidvis moculoba mcirdeba, fa-

sis Semcirebis dros ki izrdeba. fasis meSveobiT Se-

iZleba konkurentunarianobis amaRleba an Semcireba.

amrigad, xarisxisa da fasis damokidebulebaSi gadam-



258

wyveti xarisxia, xolo fasisa da konkurentunariano-

bis damokidebulebaSi fasi.

xarisxi ganisazRvreba saqonlis im niSan-TvisebebiT,

romelTac eyrdnoba misi ZiriTadi sargeblianoba. rac Seexe-

ba konkurentunarianobas, misi safuZvelia saqonlis is niSan-

Tvisebebi, romlebic konkretul bazrebze drois gansaz-

Rvrul monakveTSi momxmareblisTvis mniSvnelovania. ekonomi-

uri gaWirvebis dros momxmarebeli arsebiT mniSvnelobas

aniWebs fass, sagarantio vadas, saqonlis Secvlis uflebas

da gamoyenebis xangrZlivobas. saqonlis xarisxi, prestiJu-

loba, moduroba, unikaluroba, siaxlis done, SefuTva dazogierTi sxva maCvenebeli misTvis naklebad mniSvnelovania

an SeiZleba isini momxmarebelma saerTodac ar miiRos. mo-

saxleobis gaRatakebuli fenebisTvis mTavari gadarCenaa, ra-

sac ar sWirdeba moduri da prestiJuli saqoneli.

saqonlis konkurentunarianobis maCveneblebs miekuTvne-

ba, agreTve, teqnikuri, ergonomikuri, esTetikuri da norma-

tiuli maCveneblebi.saqonlis konkurentunarianobis teqnikuri maCveneblebi

asaxaven mis funqciur daniSnulebas. es maCveneblebi gansxva-

vebulia saqonlis saxeebis mixedviT. ase, magaliTad, satvir-

To transportis funqciuri daniSnuleba erTi gadazidvis

dros gadatanili tvirTis moculobiT ganisazRvreba, xolo

Carxisa drois garkveul periodSi warmoebuli produqciis

raodenobiT.ergonomikuri maCveneblebi uCveneben produqciis Sesaba-

misobas adamianis organizmis moTxovnebTan. bazarze gamotani-

li kvebis produqtebi unda Seicavdes adamianis organizmis-

Tvis saWiro cilebs, cximebs, naxSirwylebs da vitaminebs.

mwarmoeblebma unda daicvan kvebis produqtebis Senaxvis va-

da. isini unda iyos ekologiurad sufTa. mxolod aseT Sem-

TxvevaSi iyidis mas momxmarebeli.



259

esTetikuri maCveneblebi produqtis garegnul saxes

axasiaTeben. isini xels uwyoben momxmareblis mier saqonlis

dadebiTad aRqmis process. esTetikuri maCveneblebia: forma,

gamomxatveloba ferebiT, damuSavebis xarisxi. formis aRqma

damokidebulia momxmareblis individualur gemovnebaze, tra-

diciebsa da arsebul garemoze. feric did gavlenas axdens

saqonlis aRqmis procesze adamianis fsiqikaze zemoqmedebis

gziT. ferebis unars daawynaros an aRagznos adamiani kargad

iyeneben biznesmenebi saqonlis realizaciis procesSi.

normatiuli maCveneblebi asaxaven produqciis im ni-

San-Tvisebebs, romelebic daculia mocemul bazarze saval-debulo normebiT, standartebiT, kanonmdeblobiT. sxvadasxva

qveyanaSi erTi da imave saqonlis niSan-Tvisebebs gansxvave-

bul moTxovnebs uyeneben, rac aucileblad unda gaiTvalis-

winon sawarmoebma saerTaSoriso doneze gasvlisas.

saqonlis konkurentunarianobis ekonomikuri maCveneble-

bi axasiaTeben momxmareblis mier saqonlis yidvasa da gamo-

yenebaze gaweul xarjebs, romlebic saqonlis yidvis da mox-marebis fasiT gamoixateba. saqonlis fasi xarisxTan erTd

xSirad gadamwyvet rols asrulebs konkurentunarianobis

Sefasebisas. moxmarebis fass gansakuTrebiT didi mniSvneloba

eniWeba teqnikurad rTul saqonelze, romlis gamoyenebis

xarjebi aRemateba yidvis xarjebs. mosaxleobis farTo fene-

bi yiduloben upiratesad im saqonels, romlis moxmarebis

fasic minimaluria.xarisxisa da konkurentunarianobis sakiTxs gadamwyveti

mniSvneloba eniWeba marketingis strategiaSi. amis mizezi

saqmianobis momxmarebelTa interesebis Sesabamisad warmar-

Tvaa, rac, pirvel rigSi, xarisxiani da konkurentunariani

saqonlis warmoebas gulisxmobs.

konkurentunariani saqonlis warmoeba mWidrod ukav-

Sirdeba saqonlis ganaxlebis process. konkurentuli upira-



260

tesobis momtani axali saqoneli warmoSobs axal moTxovni-

lebebs da misi warmoebis gafarToebis safuZveli xdeba.

IX TavSi gamoyenebuli marketinguli terminebi

saqoneli

saqonlis done

saqoneli Canafiqris mixedviT

saqoneli realurad

saqoneli gamagrebiTsamomxmareblo saqoneli

biznessaqoneli

xangrZlivi moxmarebis saqoneli

moklevadiani moxmarebis saqoneli

yoveldRiuri moTxovnis saqoneli

winaswar SesarCevi saqoneli

gansakuTrebuli moTxovnis saqonelipasiuri moTxovnis saqoneli

masalebi da detalebi

kapitaluri qoneba

damxmare masalebi da momsaxureba

biznesmomsaxureba

sasaqonlo niSani

sasaqonlo markasamarko saxelwodeba

samarko niSani

individualuri samarko saxelwodeba

erTiani samarko saxelwodeba

koleqtiuri samarko saxelwodeba

safirmo stili

logotipi



261

safirmo bloki

brendi

brendingi

mwarmoeblis brendi

kerZo brendi

brend-ojaxi

individualuri brendi

arasafirmo saqoneli

brendis kapitali

saqonlis SefuTva

markirebaetiketi

sasaqonlo politika

sasaqonlo asortimenti

sasaqonlo nomenklatura

asortimentuli koncefcia

saqonlis konkurentunarianoba

reziume

saqoneli marketingis kompleqsis ZiriTadi elementia,

romlis arsSi safuZvlianad garkvevazea damokidebuli efeq-

tiani marketingis strategiis SerCeva. saqonelSi gamoyofen

sam dones: saqonlis Canafiqri, realuri saqoneli da saqone-li gamagrebiT. saqonlis Canafiqri aris ZiriTadi done, ro-

melic gulisxmobs saqonlisgan misaReb ZiriTad sargebels.

bazrisTvis gasayidad SeTavazebuli saqoneli niSan-Tvisebebis

gansazRvruli nakrebiT realuri saqonelia. bazarze gasayi-

dad gamotanil saqonelTan erTad momxmarebels xSirad

sTavazoben sxvadasxva saxis momsaxurebas, riTac momxmare-

bels SesaZlebloba eZleva iyidos saqoneli gamagrebiT.



262

saqonlis arsSi gasarkvevad aucilebelia misi swori

klasifikacia. saqonlis klasifikacia xorcieldeba sxvadas-

xva niSnis mixedviT. daniSnulebis mixedviT saqonlis mTlia-

ni masa iyofa samomxmareblo da sawarmoo daniSnulebis anu

biznessaqonlad. moxmarebis xangrZlivobis mixedviT rogorc

sawarmoo, ise samomxmareblo daniSnulebis saqonelSi gamo-

yofen xangrZlivi moxmarebis saqonels, moklevadiani moxma-

rebis saqonels da momsaxurebas. samomxmareblo saqonels

moTxovnis xasiaTis mixedviT yofen oTx jgufad: yoveldRi-

uri moTxovnis saqoneli, winaswar SesarCevi saqoneli, gansa-

kuTrebuli moTxovnis saqoneli, pasiuri moTxovnis saqone-li. biznessaqoneli iyofa sam jgufad: ZiriTadi masalebi da

detalebi, kapitaluri qoneba, damxmare masalebi da momsaxu-

reba.

saqonlis marketingul strategiaSi mniSvnelovani adgi-

li ukavia sasaqonlo markis miniWebis praqtikas. sasaqonlo

marka an ubralod, marka (brendi) arsebobs saxelis, termi-

nis, niSnis, simbolos, naxatis, asoebis, ricxvebis an maTisxvadasxva kombinaciis saxiT. ganasxvaveben brendebis Semdeg

saxeebs: mwarmoeblis brendi, kerZo brendi, brendebis jgufi,

individualuri brendi. amasTan, arsebobs kompaniebi, romle-

bic produqtebs yovelgvari dasaxelebis gareSe yidian da ar

atareben raime gansakuTrebul RonisZiebebs maTi cnobadobis

misaRwevad. aseT produqtebs “arasafirmos” uwodeben. isini

safirmo produqtebze bevrad ufro iafad iyideba, rac bevrimomxmareblis interesebSi Sedis.

brendebis momxmareblebze gavlenis done gansazRvravs

maT cnobadobas. process, romlis drosac produqti momxma-

reblisTvis xdeba cnobadi, Semdeg ki mimdinareobs muSaoba

cnobadobis SesanarCuneblad da gasaRrmaveblad, uwodeben

brendings. brendis cnobadobis donis gazrdis safuZvelze

iqmneba brendis kapitali. masSi igulisxmeba is Rirebuleba,



263

romelsac brend-dasaxeleba umatebs produqts bazarze. rac

ufro maRalia brendis kapitalis sidide, miT ukeTesad iyi-

deba produqti.

xSirad sawarmoebi awarmoeben da yidian ara erT aramed

mravali saxis saqonels, romelic qmnis mis sasaqonlo asor-

timents. sasaqonlo asortimenti sasaqonlo politikis amo-

savali cnebaa. sasaqonlo politikaSi igulisxmeba sasaqonlo

asortimentis formireba da marTva, saqonlis SefuTva da

markireba, saqonlis konkurentunarianobis uzrunvelyofa ba-

zarze. sworad gansazRvruli da realizebuli sasaqonlo

politikis pirobebSi iqmneba da bazars miewodeba momxmareb-lis moTxovnis Sesabamisi saqonlis saxeebi da saxesxvaobebi,

romelTa SefuTvis da markirebis done pasuxobs bazris moT-

xovnebs. amasTan uzrunvelyofilia saqonlis konkurentuna-

rianoba bazarze.

saqonlis konkurentunarianoba gulisxmobs saqonlis im

niSan-Tvisebebis erTobliobas, romelebic gansazRvraven ba-

zarze mis warmatebas da upiratesobas masTan konkurenciaSimyof analogiur saqonelTan SedarebiT. saqonlis konkuren-

tunarianobis ZiriTadi maCveneblebia xarisxi da fasi. saqon-

lis konkurentunarianoba damokidebulia, agreTve, teqnikur,

ergonomikur, esTetikur da normatiul maCveneblebze.



264

Tavi 10. axali saqoneli

marketingis sistemaSi

X Tavis swavlebis miznebi

mocemuli Tavis SeswavliT Tqven SeZlebT:

1) axali saqonlis ganmartebas da misi Seqmnis aucileb-

lobis gacnobierebas sawarmos konkurentunarianobis

uzrunvelyofaSi;

2) CamoayalibebT da daaxasiaTebT axali saqonlis Seq-

mnis etapebs;

3) daaxasiaTebT momxmareblis mier axali saqonlis aRia-

rebis process;

4) ganixilavT saqonlis sasicocxlo ciklis etapebs da

daaxasiaTebT marketingul saqmianobas maT mixedviT.

10. 1. axali saqonlis arsi da Seqmnis aucilebloba

momxmarebelTa gemovnebis da warmoebis teqnologiis

swrafi cvlileba da konkurencia bazarze aiZulebs sawarmo-

ebs mudmivad izrunon saqonlis asortimentis ganaxlebasa da

axali saqonlis bazrisTvis miwodebaze. rogorc wesi, mom-

xmareblebi miiswrafian axali da gaumjobesebuli saqonlis

yidvisken, konkurentebi ki cdiloben momxmarebelTa moTxov-

nilebebi daakmayofilon sxvebze ukeTesad. amasTan, xSiria

SemTxveva, roca msoflioSi cnobili firmebis bazarze gamo-

tanil axal saqonelsac ki momxmarebeli ar aRiarebs. axali

saqonlis bazarze marcxis erT-erTi yvelaze cnobili maga-

liTia kompania Ford-is avtomobili Edscl-is warumateb-

loba. aman, specialistebis SefasebiT, kompania daaxloebiT

350 mln dolariT azarala. zaraliani iyo kompania Coca-

Cola-s mcdelobac daenerga bazarze sasmeli New Coke. mar-



265

cxi ganicada kompania McDonald’s-mac sendviC Arch Deluxe-s

bazarze gamotanisas.

axali saqonlis Seqmna rTuli da sariskoa, magram Tu

am procesma warmatebiT Caiara, sawarmoebs axali bazrebis

aTvisebis da konkurentul brZolaSi upiratesobis mopovebis

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

vam aCvena, rom samomxmareblo saqonlis bazarze gamotanili

axali nimuSebis 40% ver aRwevs warmatebas. sawarmoo da-

niSnulebis saqonlis bazarze es maCvenebeli bevrad ufro

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

18%-is tolia.bazarze axali saqonlis marcxis ZiriTadi mizezia mar-

ketinguli gamokvlevebis rolis Seufasebloba. marcxis mi-

zezi xdeba bazris tevadobis gadaWarbebuli Sefaseba, zog-

jer ki araswori sareklamo mimarTva, arasworad Catarebuli

sareklamo kampania, maRali fasi, konkurentebis Zlieri sapa-

suxo nabiji da sxva.

axali saqonlis warmoeba gansakuTrebiT mniSvnelovaniabazris saqonliT gajerebisa da konkurenciuli brZolis gam-

wvavebis pirobebSi.

maSasadame, axali saqonlis warmoeba sarisko, magram

obieqturad aucilebeli procesia, romelsac sawarmosTvis

Zalian didi mogebis motana SeuZlia.

axali saqonlis cnebis Sinaarsis gageba dReisTvis, ro-

gorc mecnierTa wreSi, ise praqtikaSi gansxvavebulia. erT-erTi mosazrebis mixedviT, yoveli axlad warmoebuli nawar-

mi axali saqonelia. e.i. am mosazrebis momxreebi saqonlis

siaxlis gansazRvras safuZvlad udeben gamoSvebis dros.

sxva mosazrebis mixedviT, axal saqonlad iTvleba nawarmi,

romelic principulad axal moTxovnilebebs akmayofilebs.

zogierTis azriT, saqonlis siaxles gansazRvravs warmoebis

teqnologia, sxvebis SexedulebiT ki gamoyenebis sfero. ase-



266

Ti midgomiT axlad iTvleba saqoneli, Tu Seicvala warmoe-

bis teqnologia an saqonlis gamoyeneba daiwyes axal sfero-

ebSi.

f. kotleris SexedulebiT axali saqoneli aris origi-

naluri nakeToba, romelic arsebuli saqonlis gaumjobesebu-

li varianti an modifikacia, agreTve, sruliad axali markaa.

axali saqonlis warmoeba SeiZleba ganxorcieldes

ori gziT: mocemuli sawarmos mier sxva sawarmos, patentis

an licenziis SesyidviT; saqonlis sruliad axali markis an

arsebuli saqonlis gaumjobesebuli variantis damoukideb-

lad SeqmniT. maSasadame, axali saqonlis Seqmna SesaZlebeliaarsebuli saqonlis modifikaciiT da inovaciiT. modifikacia,

Tavis mxriv, SeiZleba ganxorcieldes bazris moTxovnebis Se-

sabamisad saqonlis parametrebis SecvliT, rasac variacias

uwodeben. inovacia gulisxmobs axali saqonlis Seqmnas. SeiZ-

leba damzaddes rogorc sruliad axali saqoneli, ise saqo-

neli, romelic axali iqneba mxolod mocemuli konkretuli

sawarmosTvis.axali saqonlis Seqmna sawarmoebisTvis xelsayrelia

Semdegi ekonomikuri mizezebis gamo:

1) axali saqonlis Seqmna dakavSirebulia warmoe-

bis procesis srulyofasTan, rac, Tavis mxriv,

ganapirobebs nedleulisa da adamianiseuli re-

sursebis ufro racionalur gamoyenebas;

2)

axali da momxmareblisTvis misaRebi saqonliswarmoebiT myardeba bazarze sawarmos pozicia,

maRldeba misi wili, amis Sesabamisad ki izrdeba

Semosavlebi;

3) axali saqonlis warmoebiT SesaZlebeli xdeba

sawarmos gamouyenebeli simZlavreebis amoqmede-

ba;



267

4) axali saqonlis warmoeba xels uwyobs sawar-

moSi arsebuli samuSao adgilebis SenarCunebas

an maTi raodenobis gazrdas.

axali saqoneli nebismieri saxis biznesis safuZvelia.

amitom saWiroa sawarmoebma saTanado yuradReba dauTmon

axali saqonlis Seqmnis strategiebis gansazRvras.

axali saqonlis Seqmnis strategiis damuSavebis dros

sawarmoebi mraval faqtors iTvaliswineben, magram, pirvel

rigSi, mxedvelobaSi iReben saqonlis pozicias bazarze da

arsebuli bazris gafarToebis SesaZleblobebs. specialiste-

bi gamoyofen axali produqtis damuSavebis Semdeg alterna-tiul strategiebs:

1) bazarSi Rrmad SeRwevis strategia;

2) bazris gafarToebis strategia;

3) produqtis ganviTarebis strategia;

4) produqtis diversifikaciis strategia.

bazarSi 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 ga-

moZebnas 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 ukavSir-deba sawarmoSi dasaqmebuli adamianebis SemoqmedebiT unars-

ganaviTaron saqoneli momxmarebelTa moTxovnilebebze day-

rdnobiT da miawodon axali saqoneli tradiciul an sru-

liad axal bazrebs. axali saqonlis tradiciul bazrebze

gatana miznad isaxavs sawarmos poziciis Semdgom ganmtkice-

bas, rasac Sedegad moyveba bazris wilis da, amis Sesabami-

sad, miRebuli mogebis moculobis gadideba. ase, magaliTad,



268

firma “yazbegma” Tavisi poziciebi bazarze kidev ufro gaim-

yara limonaTis SeqmniT da momxmareblisTvis 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”-axali saqonlis realizacias

xSirad Tan moyveba xolme misi mflobeli sawarmos sxva,

analogiuri saqonlis gayidvis moculobis Semcireba. magram

konkurenciuli brZola bazarze aiZulebs sawarmoebs am da-

nakargs Seeguon. amasTan, saWiroa, axali saqonlis realiza-ciidan miRebuli SemosavlebiT mis Seqmnaze gaweuli dana-

xarjebis Semcireba da axali saqonlis bazarze damkvidrebis-

Tvis brZola.

10. 2. axali saqonlis Seqmnis procesi

bazarze sawarmos poziciis SenarCuneba da ganmtkicebauSualod ukavSirdeba misi sasaqonlo asortimentis ganaxle-

ba-ganviTarebas, anu inovaciur process.

sasaqonlo asortimentis inovacia ganixileba rogorc

procesi, romelic Sedgeba Semdegi etapebisgan (ix. nax. 10.1.):

1) ideaTa Sekreba;

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.



269

Nnax. 10.1. axali saqonlis Seqmnis procesi

axali saqonlis SeqmnisTvis aucilebelia ideaTa siste-

maturi Zieba sxvadasxva wyarodan. am procesSi amosavalia

momxmarebeli Tavisi saWiroebebiT da moTxovnilebebiT, ro-

melTa gamovlenis mizniT sawarmoebi iyeneben zepir da anke-

ideaTa Sekreba

ideaTa gadarCeva

SerCeuli ideis damuSaveba da Semowmeba

marketingis strategiis damuSaveba

warmoebis da gasaRebis SesaZleblobebisanalizi

saqonlis Seqmna

aprobacia bazarze

komercializacia



270

tur gamokiTxvebs, aanalizeben momxmarebelTa werilebsa da

saCivrebs. axali saqonlis Seqmnas biZgi SeiZleba miscen kon-

kurentebma, rac SesaZlebeli xdeba gamofenebsa da bazrobeb-

ze, agreTve, sacalo savaWro qselSi maT saqonelze dakvir-

vebiT.

axali saqonlis Sesaxeb ideaTa CamoyalibebaSi mniSvne-

lovani wyaro TviTon sawarmoa, konkretulad ki misi marke-

tinguli kvlevis qvedanayofis TanamSromlebi. momxmarebleb-

Tan uSualo kontaqtSi myof muSakebs, erkvevian ra saqonlis

mimarT wayenebul moTxovnebSi, uyalibdebaT saqonlis asor-

timentis ganaxlebis problemis gadawyvetis ideebi. axalisaqonlis Sesaxeb ideebi SeiZleba moiZion, agreTve, momwo-

deblebs da investorebs Soris.

rogorc wesi, axali saqonlis Seqmnis procesis Tvda-

pirvel etapze ideebi mravalricxovania. mizani arsebuli

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

mosTvis yvelaze xelmisawvdomi da momgebiani, ideis SerCevaa.

zogjer wamoyenebuli idea kargia, magram ar SeuZlia sargeb-lobis motana mocemuli sawarmosTvis dasaxuli miznis an

miznebis misaRwevad ganxorcielebul saqmianobaSi. zogjer

idea uvargisia. axali saqonlis Seqmnis procesSi warmate-

bis miRweva SeuZliaT mxolod im sawarmoebs, romlebic nega-

tiurad ar afaseben wamoyenebul ideebs maTi Sinaarsis miu-

xedavad, yuradRebis gareSe ar toveben arc erT ideas, cdi-

loben maT erTmaneTTan dakavSirebas, erTian sistemaSi moyva-nas maTi efeqtianad gamoiyenebis mizniT.

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 sazogadoe-



271

bis interesebis gaTvaliswinebiT da uaryon is ideebi, rom-

lebic grZelvadian perspeqtivaSi momxmarebelTa interesebs

ewinaaRmdegeba.

axali saqonlis Seqmnis Semdgom etapze SerCeuli idee-

bi dawvrilebiT gaanalizdeba. am mizniT ukeTesia ideis we-

rilobiTi formiT Camoyalibeba. am etapze unda gairkves, ag-

reTve, momxmareblis damokidebuleba axali saqonlis Canafiq-

ris Sesaxeb Semdegi kiTxvebis gamoyenebiT: gasagebia Tu ara

axali saqonlis Canafiqri? SeZlebs Tu ara axali saqoneli

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 sava-

raudo sidides, bazris wils da mogebis mosalodnel sidi-des.

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 realizaciisTvis saWiro marketinguli

RonisZiebebis damuSavebasac.

axali saqonlis Canafiqri, Tavdapirvelad, realobad

iqceva laboratoriaSi samecniero-teqnikuri damuSavebis

gziT. iqmneba saqonlis sacdeli modeli, romelic formiT

da niSan-TvisebebiT unda Seesabamebodes Canafiqrs. labora-

toriaSive tardeba axali saqonlis winaswari gamocda, rom-



272

lis Sedegebis mixedviTac miiReba gadawyvetileba sacdeli

partiis damzadeba/daumzadeblobis Taobaze.

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 SedegebiaRmoCnda damakmayofilebeli, sawarmos SeuZlia miiRos ga-

dawyvetileba misi mxolod SezRuduli odenobiT seriuli

warmoebis Sesaxeb. Tu axali saqonlis bazarze gamotanis

cda aRmoCnda warumatebeli, sawarmos SeuZlia bazris moT-

xovnebis Sesabamisad saqonlis daxvewa da misi Secvlili sa-

xiT gatana bazarze 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 warmoebis gafarToebis Sesaxeb gadaw-

yvetilebis miRebis SemTxvevaSi sawarmom unda gadawyvitos,

agreTve, Tu rodis, sad, vis da rogor miyidos Tavisi axali

produqcia. pirvel rigSi, unda daadginon axali saqonlisbazarze gatanis dro. cxadia, Tu mosalodnelia “kanibaliz-

mis” maRali done, ukeTesi iqneba saqonlis bazarze mogviane-

biT gatana. ukeTesia, warmoebis SeCereba garkveul dromde

im SemTxvevaSic, roca saqonels aqvs xarvezebi, romelTa ga-

mosworebac moiTxovs damatebiT drosa da xarjebs. sawarmom

unda gansazRvros, agreTve, regioni, sadac saqoneli gaiyide-

ba. ganviTarebul qveynebSi sawarmoTa umetesoba axal saqo-



273

nels TandaTanobiT nergavs regionebSi, Tumca arsebobs sa-

warmoebi, romlebic axali saqonliT Tavidanve mTel bazars

emsaxurebian. sawarmoebisTvis Zalian didi mniSvneloba aqvs

perspeqtiuli momxmareblebis wris dadgenasac. axali saqon-

lis Tavdapirveli momxmareblebi sasurvelia iyvnen aqtiure-

bi, saqonlis mimarT dadebiTad ganwyobilebi da SeeZloT

zemoqmedebis moxdena sxvebis Sexedulebebze. axali saqonlis

bazarze momgebianad gasaRebisTvis saWiroa marketingis geg-

mis safuZvlianad damuSaveba. masSi aucileblad unda Sedio-

des saqonlis momgebianad gasaRebisTvis saWiro RonisZiebaTa

kompleqsi.axali saqonlis Seqmnisa da gasaRebis procesSi wamyvani

roli unda Seasrulos sawarmos marketingis samsaxurma. man

uSualod unda miiRos monawileoba axali saqonlis Sesaxeb

ideaTa moZiebaSi, sistematizaciasa da arsebuli ideebidan

yvelaze ufro momgebianis SerCevaSi. mowinave firmebSi mar-

ketingis samsaxurebi monawileoben saqonlis Canafiqris Se-

saxeb nimuSebis damzadebasa da bazarze saqonlis gamocdaSic.marketingis samsaxurebzea damokidebuli garkveulwilad axa-

li saqonlis bazarze danergva da misi sasicocxlo ciklis

xangrZlivobac.

axal saqonelze damokidebulebiT marketingis samsaxu-

rebis saqmianoba SeiZleba pirobiTad daiyos or nawilad-sa-

warmoo da gasaRebiT saqmianobad.

marketingis samsaxurebis sawarmoo saqmianoba iTvalis-winebs inovaciuri procesisTvis ara mxolod xelis Sewyo-

bas, aramed konkretuli saqonlis SeqmnaSi monawileobis mi-

Rebasac. marketingis samsaxurebis sawarmoo saqmianoba axal

saqonelTan damokidebulebaSi gamoixateba, upirveles yovli-

sa, koleqtivSi saqonlis asortimentis ganaxlebis orienta-

ciis Camoyalibebasa da Semdgom ganviTarebaSi, axali saqon-

lis Sesaqmnelad saWiro informaciis moZiebasa da damuSave-



274

baSi. ganviTarebuli qveynebis gamocdileba uCvenebs, rom mo-

winave sawarmoebi yovelmxriv axaliseben TanamSromelTa mo-

nawileobas axali saqonlis Seqmnisas, miaCniaT ra axali sa-

qoneli mZlavr konkurentul iaraRad. inovaciuri suliskve-

Tebis ganviTarebis mizniT marketingis samsaxuris TanamSrom-

lebi aswavlian muSakebs momxmarebelTa Sexedulebebis ga-

movlenis da konkurenti saqonlis mimarT jansaRi damokide-

bulebis gzebs, rac xels uwyobs axali ideebis warmoSobas.

asortimentis ganviTareba – ganaxlebaSi muSakTa monawileo-

bis wasaxaliseblad gamoiyeneba sxvadasxva saxis konkursebi,

saqmiani TamaSebi da sxva RonisZiebebi.axali saqonlis SeqmnaSi did rols asrulebs informa-

cia momxmareblebis raodenobisa da moTxovnebis, konkurenti

saqonlis ZiriTadi niSan-Tvisebebis, arsebuli saqonlis war-

moebis procesSi gamoyenebuli teqnologiebis srulyofis Se-

saZleblobebis Sesaxeb. es informacia gaanalizebis Semdeg

egzavneba sawarmos Sesabamis qvedanayofebs.

marketingis samsaxurebis uSualo monawileobiT xorci-eldeba axali saqonlis nimuSebis Seqmna da bazarze gamocda.

isini monawileoben axali saqonlis Sesaxeb saboloo gadaw-

yvetilebis miRebaSic-daiwyos Tu ara sawarmom axali saqon-

lis masobrivi warmoeba.

bazarze axali saqonlis danergva rTuli procesia da

dakavSirebulia did riskTan. Tu marketingulma samsaxurebma

sworad ar gansazRvres bazris miznobrivi segmentebi da ga-saRebis strategiebi, sawarmo SeiZleba Zalian dazaraldes

an gakotrdes kidec.

10.3. axali saqonlis adaptaciis procesi

axali saqonlis adaptaciis an aRiarebis procesSi igu-

lisxmeba momxmareblebis mier axali saqonlis gacnobis, ga-



275

sinjvis da yidvaze gadawyvetilebis miRebis momentamde saWi-

ro dro.

axali saqonlis adaptaciis procesi Sedgeba Semdegi

etapebisagan:

1) gaTviTcnobiereba. am etapze momxmarebeli pirvelad

iRebs mwir informacias axal saqonelze;

2) daintereseba. am dros momxmarebeli iwyebs sruli in-

formaciis moZiebas axal saqonelze;

3) Sefaseba. mocemul etapze momxmarebeli afasebs axali

saqonlis potenciur upiratesobebs arsebul saqonel-

Tan SedarebiT da iRebs gadawyvetilebas misi sacdeladyidvis an uaryofis Sesaxeb;

4) gasinjva. am etapze momxmarebeli axal saqonels yidu-

lobs sacdelad, rom Seiqmnas srulyofili warmodgena

masze;

5) aRiareba/uaris Tqma. es etapi wina etapis logikuri

gagrZelebaa. saqonlis gasinjvis Semdeg momxmarebeli iRebs

gadawyvetilebas saqonlis regularulad yidvis an masze ua-ris Tqmis Taobaze.

sawarmoTa xelmZRvanelebi da specialistebi kargad un-

da gaerkvnen saqonlis aRiarebis SedegebSi, rom SeZlon po-

tenciuri momxmareblebis gadaqceva saqonlis mudmiv myidve-

lebad. saWiroa momxmareblebisTvis biZgis micema saqonlis

sacdelad yidvisken.

momxmareblebi axali saqonlis adaptaciis sxvadasxvaetapze gansxvavebulad iqcevian da gansxvavebuli niSnebiT

xasiaTdebian. amis Sesabamisad gamoyofen axali saqonlis mom-

xmarebelTa Semdeg kategoriebs:

1)

inovatorebi;

2) pirveli myidvelebi/gamomyeneblebi;

3) myidvelTa umravlesoba;

4)

myidvelTa dagvianebuli umravlesoba;



276

5) tradiciis mimdevari myidvelebi anu e w “maCanCale-

bi”

specialistebis azriT, inovatori momxmareblebi arian

riskianebi, magram maTi raodenoba mcirea. isini momxmarebel-

Ta saerTo raodenobis saSualod 2,5 %-s Seadgenen. inova-

torebi, rogorc wesi, ZiriTadad, axalgazrdebi da maRalSe-

mosavliani momxmareblebi arian. isini iSviaTad rCebian ama

Tu im saqonlis mimarT erTgulni da yovelTvis siaxleebis-

ken iswrafvian. maTTvis naklebad mniSvnelovania sawarmoebis

mier gatarebuli mastimulirebeli RonisZiebebi, pirvel rig-

Si, fasdakleba. inovatorebs sazogadoebaSi ufro maRalistatusi aqvT da ganaTlebulebi arian sxva momxmareblebTan

SedarebiT.

raodenobrivad inovatorebze metni arian pirveli myid-

velebi. isini momxmarebelTa saerTo raodenobis daaxloebiT

13,5 %-s Seadgenen. myidvelTa es kategoria inovatorebTan

SedarebiT naklebad riskianebi da frTxilebi arian.

myidvelTa adreuli umravlesobac frTxilobs axalisaqonlis Sefasebisa da yidvis dros, magram mainc inovato-

rebsa da pirvel myidvelebTan SedarebiT ufro loialurni

arian axali saqonlis mimarT. isini myidvelTa saerTo rao-

denobis 34%-s Seadgenen.

myidvelTa saerTo raodenobis 34 %-ia, agreTve, gviani

umravlesoba, romlebic axal saqonels mxolod maSin aRia-

reben da yiduloben, roca mas mosaxleobis umetesoba iyidisda moixmars.

“maCanCala” myidvelebi tradiciebis mimdevrebi arian.

isini axali saqonlis bazarze gamoCenas eWvis TvaliT uyu-

reben da mxolod maSin yiduloben, roca is xdeba tradici-

uli. myidvelTa es kategoria saerTo raodenobis daaxloe-

biT 16 %-ia.



277

siaxlis aRiarebis procesi sxvadasxva saqonelze xSi-

rad mkveTrad gansxvavebulia. zogjer axali saqoneli uceb

xdeba popularuli, zogjer ki mis aRiarebas sakmaod didi

dro sWirdeba. amis mizezi saqonlis Semdegi Tvisebebia:

1) SefardebiTi upiratesoba. cxadia, rac ufro

srulyofilia axali saqonlis fizikuri maxasia-

Teblebi da dizaini, fasi misaRebia momxmareblis-

Tvis, savaraudod, rac ufro moxerxebuli iqneba

saqoneli gamoyenebis procesSi, miT ufro mokle

droSi aRiarebs mas momxmarebeli;

2)

SeTavsebadoba. Tu axali saqoneli Seesabameba po-tenciuri momxmareblis faseulobebs, miT ufro

male dainteresdebian isini axali saqonliT;

3) sirTule. siaxleSi garkveva, Tavdapirvelad, ume-

tes SemTxvevaSi, rTulia. momxmarebels AaSinebs

axali saqonlis gamoyenebis procesi, rac afer-

xebs mis adaptacias;

4)

gasinjvis SesaZlebloba. SeRavaTiani pirobebisSeqmna axali saqonlis da momsaxurebis gayidvis

dros (ufasod gasinjva) amcirebs myidvelis

risks da xels uwyobs saqonlis aRiarebas momxma-

reblis mier;

5) TvalsaCinoeba. Tu myidvelebisTvis naTeli iqneba

axali saqonlis upiratesoba arsebulTan Sedare-

biT, cxadia, isini metad dainteresdebian siaxliTda potenciuri myidvelebis raodenobac gaizrdeba.

amasTan, daCqardeba potenciuri myidvelebis rea-

lur myidvelebad gadaqvevis procesi. amis SesaZ-

leblobas iZleva saqonlis niSan-Tvisebebis mom-

xmareblebisTvis Cveneba prezentaciebis da rekla-

mirebis dros.



278

10. 4. saqonlis sasicocxlo cikli

bazarze gasayidad gamotanil saqonels SezRudli aqvs

“sicocxlis xangrZlivoba”. saqoneli cocxali arsebis

msgavsad ibadeba, arsebobs, berdeba da kvdeba. es procesi Ta-

vis gamoxatulebas poulobs saqonlis sasicocxlo ciklSi.

saqonlis sasicocxlo cikli gulisxmobs misi bazarze

arsebobis, realizaciis da mogebis miRebis periodis

xangrZlivobas.

saqonlis tipiuri sasicocxlo cikli Sedgeba Semdegi

etapebisgan (ix. nax. 10.2.):

1)

bazarze danergvis etapi;

2) zrdis etapi;

3) simwifis etapi;

4) dacemis etapi.

nax. 10.2. saqonlis sasicocxlo ciklis

tradiciuli mrudi

simwifis etapi dacemis etapi

danergvis etapi



279

bazarze saqonlis danergvis etapze gasaRebis moculoba

mcirea da Tanac nela izrdeba imis gamo, rom momxmarebeli

saTanadod ar icnobs saqonels, ver erkveva mis Tavisebure-

bebsa da gamoyenebis SesaZleblobebSi. gasaRebis Senelebuli

tempis mizezi SeiZleba iyos sawarmoo simZlavreebis arasak-

marisi done, Seferxebebi saqonlis transportirebisas, sa-

qonlis niSan-Tvisebebis momxmarebelTa moTxovnilebebTan Se-

sabamisobis dabali done da a.S. zogjer isec xdeba, rom sa-

qoneli saerTod ar iyideba an kidev Tavidanve didi moTxov-

nilebaa masze. saqonlis bazarze danergvis etapze mogeba

mcirea da arcTu iSviaTad vaWroba wamgebiania. stimulirebisxarjebi am etapze maqsimaluria. iwarmoeba da bazars miewo-

deba saqonlis mxolod ZiriTadi variantebi, radgan am etap-

ze bazari mzad ar aris saqonlis modifikaciis misaRebad.

fasebi maRalia.

Tu bazarze gamotanili saqoneli daakmayofilebs mom-

xmarebelTa moTxovnilebebs, matulobs gayidvis moculobis

zrdis tempi. interesi axali saqonlis mimarT zrdis moT-xovnas, rac, Tavis mxriv, ganapirobebs mwarmoebelTa da gam-

yidvelTa raodenobis matebas. farTovdeba sareklamo saqmia-

noba. 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 maRalia. saqonlis realizaciis tempebis Se-

narCunebisTvis sawarmoebma SeiZleba gamoiyenon Semdegi mar-ketinguli strategiebi: saqonlis xarisxis gaumjobeseba,

axali modelebis gamoSveba, axal bazrebze SeRweva, axali

segmentebis aTviseba, gasaRebis axali arxebis gamoZebna, fase-

bis droulad Semcireba. maSasadame, am etapze did rols as-

rulebs rogorc momxmarebelTa bazris gafarToeba, ise mom-

xmarebelTa moTxovnis Sesabamisad saqonlis srulyofa.



280

saqonlis gayidvis moculobis zrdis romeliRac monak-

veTSi tempebi neldeba, Tumca es Zneli SesamCnevia bazris sa-

qonliT gajerebis pirobebSi. saqonlis gayidvis tempebis Se-

neleba simwifis etapis dawyebis maCvenebelia. realizaciis

moculobis tempebis Seneleba gamowveulia garkveuli perio-

dis 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. Sesabami-

sad maRldeba xarjebi reklamaze. konkurentebi sul ufroxSirad 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-

cocxlo ciklis simwifis etapze sawarmoebi iZulebuli

xdebian gaafarTovon marketinguli saqmianoba, kerZod, gamo-

Zebnon axali bazrebi, ganaxorcielon mastimulirebeli Ro-nisZiebebi saqonlis intensiuri moxmarebisTvis, gaafarTovon

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 modifikaciasacaxorcieleben, rac misi xarisxis da garegani gaformebis ga-

umjobesebiT gamoixateba. saqonlis modifikacia zrdis misi

gamoyenebis xangrZlivobas. modifikaciiT sawarmoebi cdilo-

ben saqoneli ufro moxerxebuli gaxadon gamoyenebis da

ufro mimzidveli yidvis procesSi.

sawarmoTa mier gatarebuli RonisZiebebis miuxedavad,

momxmarebeli kargavs interess saqonlis mimarT. Sedegad



281

moTxovna mcirdeba imdenad, rom iwyeba realizaciis mocu-

lobis Semcireba myari tempebiT da SeiZleba daeces kidec im

donemde, rom saqoneli saerTod gamoidevnos bazridan. gayid-

vis SesaZleblobebis SemcirebasTan erTad mcirdeba miwodeba.

sawarmoebis erTi nawili wyvets saqonlis warmoebas da iw-

yebs kapitalis momgebianad dabandebis axali gzebis Ziebas.

zogierTi sawarmo, piriqiT, cdilobs Tavis saqonels gauxan-

grZlivos sasicocxlo cikli. am dros is eyrdnoba momxma-

rebelTa im jgufebs, romlebic axal produqtebs ukve cno-

bils amjobineben. praqtikaSi aris SemTxvevebi, roca dacemis

etaps kvlav aRmavlobis etapi moyveba xolme, e. i. xelmeo-red iwyeba saqonlis sasicocxlo cikli. amis Sesabamisad

praqtikaSi gvxvdeba ganmeorebiTi da savarcxlisebri sasi-

cocxlo ciklebi (ix. nax. 10.3. da nax.10.4.).

saqonlis sasicocxlo ciklis etapebze dakvirveba da

marketinguli RonisZiebebis gatareba unda moxdes gare faq-

torebis gaTvaliswinebiT. cvlilebebi gasaRebis moculobaSi

zogjer am faqtorebis moqmedebis Sedegia da ar ukavSirdebasaqonlis sasicocxlo cikls. magaliTad, unaleqo amindma

SeiZleba Seamciros moTxovna qolgaze, magram es ar niSnavs

imas, rom qolga araaqtualuri saqoneli gaxda.

saqonlis calkeuli saxis specifikuri niSan-Tvisebebis

da maTze moTxovnis gamovlenis specifikuri Taviseburebebis

gamo sasicocxlo cikli rogorc xangrZlivobis, ise gamov-

lenis formebis mixedviT gansxvavebulia. zogierT saqonelzeis didxans grZeldeba, magram Semdeg uceb wydeba, zogze me-

ordeba garkveuli periodulobiT, calkeul SemTxvevebSi sa-

qonlis realizaciis procesi hgavs sensacias, zogjer ki sa-

qoneli ar iyideba saerTod.

saqonlis sasicocxlo ciklis Aamsaxvel tradiciul

mrudSi mkafiod Cans saqonlis bazarze danergvis,



282

nax. 10.3. ganmeorebadi sasicocxlo cikli

nax. 10.4.. savarcxlisebri sasicocxlo cikli

ganmeorebadisasicocxlo

cikli

pirvelisasicocxlo

cikli

dro

g a y i d v i s

m o c u l o b a

dro

g a y i d v i s m o c u l o b a



283

misi gayidvis moculobis zrdis, simwifisa da dacemis etape-

bi. bunebrivia, saqonlis sasicocxlo ciklis amsaxveli mru-

di gansxvavebulia saqonlis calkeuli saxeebis mixedviT. sa-

qonlis sasicocxlo ciklis erTi fazidan meoreze gadas-

vla praqtikaSi Tavdapirvelad Zneli SesamCnevia. marketingis

samsaxuris movaleobaa droulad gamoavlinos es momentebi

da Seitanos saWiro cvlilebebi marketingis programaSi. sa-

warmoebisTvis gansakuTrebiT mniSvnelovani dacemis etapis

dawyebis momentis daWera da Sesabamisi RonisZiebebis gatare-

baa. Tu es ase ar moxda da bazars didxans SemorCa saqone-

li, romelic momxmarebelTa umetesobis mier faqtiuraduaryofilia, sawarmom SeiZleba Zalian izaralos (ix. cxri-

li 10.1.).

sawarmoebi sasicocxlo ciklze dakvirvebis Sedegebis

mixedviT mudmivad unda aumjobesebdnen saqonels piradi,

momxmareblis da mTeli sazogadoebis interesebis gaTvalis-

winebiT.



284

cxrili 10.1.

saqonlis sasicocxlo ciklis ZiriTadi

maCveneblebi da mwarmoebelTa sapasuxo reaqciebi

# maCveneblebi bazarze da-

nergvis etapi

zrdis

etapi

simwifis etapi dacemis etapi

1. gasaReba susti swrafad mzardi nela mzardi klebadi

2. mogeba umniSvne

lo

maqsimaluri klebadi dabali an nu-

lis toli

3. momxmareble

bi

siaxlis moy-

varul

ni

masobrivi bazari masobrivi bazari konservato-

rebi

4. konkurentebis

raodenoba

mcire mudmivad mzardi didi klebadi

1.

mwarmoebelTaukureaqcia

ZiriTadi stra-tegiuli Zalis-

xmeva

bazris ga-farToe

ba

Rrmad SeRwevabazarze

bazarze wilisSenarCuneba

warmoebisrentabelobis amaRleba

2. danaxarjebi mar-ketingze

maRali maRali, magramdone ramdenadme

dabali

Semcirebadi

dabali

3. ZiriTadi marke-

tinguli Zalis-xmeva

saqonelze

warmodgenis Seqmna

markisadmi upi-

ratesobis miniWebis

grZnobis Camoya-

libeba

markisadmi er-

TgulebisgrZnobis Camoya-

libe ba

SerCeviTi

zemoqmedeba

wyaro: Котлер Ф. Основы маркетинга. Краткий курс. Пер. с

англ. М., 2003, с.286

X TavSi gamoyenebuli marketinguli terminebi

axali saqoneli

axali saqonlis Seqmnis procesi

bazarze Rrmad SeRwevis strategia

bazris gafarToebis strategia

produqtis ganviTarebis strategia



285

produqtis diversifikaciis strategia

sasaqonlo asortimentis inovacia

ideaTa Sefaseba

ideaTa gadarCeva

ideis damuSaveba da Semowmeba

axali saqonlis Canafiqri

axali saqonlis adaptacia

axal saqonelSi gaTviTcnobiereba

axali saqonliT daintereseba

axali saqonlis Sefaseba

axali saqonlis gasinjvaaxali saqonlis aRiareba

inovatorebi

pirveli myidvelebi

myidvelTa umravlesoba

myidvelTa gviani umravlesoba

saqonlis sasicocxlo cikli

bazarze danergvis etapizrdis etapi

simwifis etapi

dacemis etapi

marketingis strategiis damuSaveba

warmoebisa da gasaRebis SesaZleblobebis analizi

saqonlis Seqmna

aprobacia bazarzekomercializacia

reziume

bazarze arsebuli konkurencia da momxmarebelTa gemov-

nebis mudmivi cvlileba mwarmoeblebs saqonlis ganaxlebis-



286

ken ubiZgebs. axali saqonlis Seqmna SeiZleba arsebuli sa-

qonlis modernizaciiT da inovaciiT.

axali saqonlis Seqmnis procesi rva etapisgan Sedgeba:

ideaTa Sekreba, ideaTa gadarCeva, SerCeuli ideis damuSaveba

da Semowmeba, marketingis strategiis gansazRvra, warmoebisa

da gasaRebis SesaZleblobebis analizi, saqonlis Seqmna, sa-

qonlis aprobacia bazarze, komercializacia. yovel etapze

sawarmoebi iReben gadawyvetilebas axal saqonelze muSaobis

gagrZelebis mizanSewonilobasTan dakavSirebiT. isini cdi-

loben droulad gamoavlinon susti ideebi da Tavidan aici-

lon zedmeti da arafris momtani xarjebi.axali saqonlis aRiareba momxmareblis mier ar xdeba

uceb. aRiarebis (adaptaciis) procesi etapobrivad mimdinare-

obs: gaTviTcnobiereba, daintereseba axali saqonliT, axali

saqonlis Sefaseba, misi sacdelad yidva da gasinjvis Sedege-

bis mixedviT axali saqonlis aRiareba an uaris Tqma masze.

axali saqonlis aRiarebis procesis etapebSi marketologe-

bis garkveva aucilebelia momxmareblebze zemoqmedebis meTo-debisa da xerxebis sworad SerCevisa da potenciuri momxma-

reblebis realur myidvelebad gadaqcevisTvis.

momxmarebelTa erTi, SedarebiT mcire nawili, axal sa-

qonels bazarze gamoCenisTanave yidulobs. isini arian ino-

vatori momxmareblebi. raodenobrivad inovatorebze metni

arian axali saqonlis, egreT wodebuli, pirveli myidvelebi,

romlebic ufro frTxilebi da naklebad riskianebi arianinovatorebTan SedarebiT. Semdeg etapze myidvelTa raodeno-

ba mkveTrad izrdeba. isini warmoadgenen myidvelTa, egreTwo-

debul, “adreul” umravlesobas. myidvelTa erTi nawili

axal saqonels mxolod imis Semdeg aRiarebs da yidulobs,

rac mas sazogadoebis didi nawili SeiZens da moixmars. bo-

los axal saqonls tradiciis mimdevari myidvelebi (maCanCa-



287

lebi) yiduloben. maTi raodenoba ramdenadme aRemateba pir-

veli myidvelebis raodenobas.

mocemul TavSi ganxilulia saqonlis sasicocxlo cik-

lis koncefciac. sasicocxlo cikli gulisxmobs saqonlis

bazarze arsebobisa da mogebis miRebis periodis xangrZlivo-

bas.

saqonlis sasicocxlo cikli moicavs oTx etaps: ba-

zarze danergvis etapi, gayidvis moculobis zrdis etapi,

simwifis etapi da dacemis etapi. sasicocxlo ciklis yovel

etapze sawarmoebi gansxvavebul marketingul RonisZiebebs

atareben da cdiloben, rom saqoneli rac SeiZleba didxansSerCes bazars. miuxedavad sawarmoebis mcdelobisa, gayidvis

tempebi garkveuli periodis gavlis Semdeg mainc neldeba

bazris saqonliT gajerebis Sesabamisad, rac simwifis etapis

dawyebis maCvenebelia. am dros sawarmoebi axorcieleben

sxvadasxva marketingul RonisZiebebs gayidvis tempebis da-

saCqareblad. Tu mdgomareoba ar gamosworda, saqoneli unda

moixsnas warmoebidan, radgan SesaZlebelia moTxovnis imde-nad Semcireba, rom mocemuli produqti saerTod aRar gaiyi-

dos. Tumca zogjer dacemis etaps kvlav aRmavlobis etapi

cvlis, rac ganmeorebadi sasicocxlo ciklis maCvenebelia.

aris SemTxvevebi, roca sasicocxlo cikli ramdenjerme me-

ordeba, aseT sasicocxlo cikls savarcxlisebrs uwodeben.



288

Tavi 11. fasebi

XI Tavis swavlebis miznebi


1) faswarmoqmnis politikis daxasiaTeba konkuren-

ciis tipebisgan damokidebulebiT;

2) faswarmoqmnaze moqmedi ZiriTadi faqtorebis Ca-

moTvla da analizi;

3) sawarmoebSi faswarmoqmnis SesaZlo miznebis

formulireba;

4) faswarmoqmnis meTodebis arsis gadmocema da sa-

warmoebis mier maTi SerCevis meqanizmis dadgena;

5) fasebis koreqtirebis miznebis Camoyalibeba da

misi praqtikaSi ganxorcielebis meqanizmis daxa-

siaTeba.

11.1. faswarmoqmnis politika sabazro

ekonomikis pirobebSi

saqonlis yidvaze gadawyvetilebis miRebis procesSi

did rols asrulebs fasi, romelic dgindeba myidvelisa da

gamyidvelis SeTanxmebis safuZvelze.

fasSi igulisxmeba is Tanxa, romelsac myidveli ux-

dis gamyidvels saqonelSi, Tumca fasi ar aris yovelTvisfulad formaSi gamoxatuli. ase xdeba, magaliTad, barteru-

li gacvlis dros, roca saqoneli icvleba saqonelze sac-

vleli Rirebulebis mixedviT. maSasadame, fasi SeiZleba gani-

sazRvros rogorc saqonlis an momsaxurebis sacvleli Ri-

rebulebis gamoxatuleba. amitom ambobda erT-erTi amerikeli

investori: `fasi aris is, rasac Tqven ixdiT imaSi, rasac

iRebT”.



289

sawarmoebSi fasebis dawesebis meqanizmi ramdenadme

gansxvavebulia da Tanac damokidebulia bazris tipze.

ekonomistebi ganasxvaveben bazris oTx tips (ix.

nax.11.1. ):

1) wminda konkurenciis bazari;

2) monopolisturi konkurenciis bazari;

3) oligopolisturi konkurenciis bazari;

4) wminda monopoliis bazari.

wminda konkurenciis bazari Sedgeba romelime erTgva-

rovani saqonlis mravalricxovani myidvelisa da gamyidve-

lisgan. am bazarze marketinguli gamokvlevebis, reklamis,gasaRebis stimulirebis, fasebis politikis da sxva marke-

tinguli RonisZiebebis roli minimaluria. calkeuli myidve-

li da gamyidveli gavlenas ver axdens sabazro fasis sidi-

deze. gamyidvels ar SeuZlia moiTxovos sabazro fasze maRa-

li fasi, vinaidan myidvelebs SeuZliaT Tavisuflad iyidon

maTTvis aucilebeli saqoneli sabazro fasSi. gamyidvelebi

saqonels ar gayidian sabazro fasze dabal fasSi, radganTavisuflad SeuZliaT misi sabazro fasSi gayidva.

monopolisturi konkurenciis bazaric Sedgeba mra-

valricxovani myidvelebisa da gamyidvelebisgan, romlebic

saqonels yiduloben da yidian ara erTian, aramed sxvadasxva

sabazro fasSi. fasebi damokidebulia gamyidvelis unarze

SesTavazos sxvadasxva tipis momxmarebels xarisxis, dizai-

nis da sxva niSnis mixedviT gansxvavebuli saqoneli. myidve-lebi aseT pirobebSi mzad arian gadaixadon gansxvavebuli

fasi. maSasadame, monopolisturi konkurenciis bazarze fasi

iqceva konkurenciis erT-erT iaraRad. didi yuradReba eqce-

va, agreTve, reklamas, gasaRebis stimulirebas da myidvelTa

wasaxaliseblad gamoyenebul sxva marketingul instrumen-

tebs.



290

wminda monopolisturi oligopolis

wminda

kurenciis konkurenciis turi

monopo liis

bazari bazari

konkurenciis bazari

bazari

nax. 11.1. bazris tipebi konkurenciis saxisgan damoki-

debulebiT

oligopolisturi konkurenciis bazari Sedgeba mcire-

ricxovani myidvelisa da gamyidvelisgan, romlebic did mniS-

vnelobas aniWeben erTmaneTis marketingul strategiebs. axa-

Sedgebamravalricxovanimyidvelebisa dagamyidvelebis

gan

iyidebaerTgvarovanisaqoneli

marketingis roliminimaluria

saqoneli iyidebaerTian sabazrofasSi

calkeulimyidveli dagamyidveligavlenas veraxdens fasissidideze

Sedgebamravalricxovanimyidvelisa dagamyidvelisgan

iyideba

araerTgvarovanisaqoneli

marketingisrolimniSvnelovania

saqoneli iyidebasxvadasxvasabazro fasSi

fasis sididedamokidebuliagamyidvelisunarzeSesTavazosbazarsgansxvavebulisaqoneli

Sedgebamcirericxovanimyidvelebisa dagamyidvelebisgan

iyidebaanalogiurisaqoneli

marketingisrolimniSvnelovani

konkurentebis fasebierTmaneTTanmiaxloebulia

konkurentebioperatiuladreagirebenerTmaneTis fasebis cvlilebebze

bazarze erTigamyidvelia

marketingisroli mniSvne-loa

fasis sididedamokidebuliagamyidvelissurvilsa daarsebulpirobebze



291

li konkurentisTvis Zalian Znelia oligopolistur bazarze

SeRweva. oligopolisturi konkurenciis pirobebSi yoveli

gamyidveli fxizlad adevnebs Tvalyurs konkurenti sawarmos

fasebs da operatiulad reagirebs maT cvlilebaze. Tu es

ase ar moxda, mocemuli sawarmo izaralebs, radgan myidve-

lebi saqonlis SeZenas, ZiriTadad, Semcirebul fasebSi amjo-

bineben. Tu mocemulma sawarmom fasi gazarda da amas ar

moyva konkurenti sawarmos msgavsi nabiji, is sul male iZu-

lebuli gaxdeba adrindel fasebs daubrundes.

wminda monopoliis bazarze mxolod erTi gamyidve-

lia. is SeiZleba iyos saxelmwifo an kerZo sawarmo. TiToe-ul SemTxvevaSi faswarmoqmnis politika gansxvavebulia. sa-

xelmwifo sawarmom bazarze gabatonebis SemTxvevaSi faswar-

moqmnas SeiZleba safuZvlad daudos mosaxleobis socialuri

dacva an biujetis Semosavlebis gadideba. pirvel SemTxveva-

Si, fasi iqneba dabali, meore SemTxvevaSi ki maRali. Tu ker-

Zo sawarmo gabatonda bazarze, is, ZiriTadad, daawesebs iseT

fasebs, romlebic mas mocemul pirobebSi rac SeiZleba metmogebas moutans. magram Tu saqme exeba pirveladi moxmarebis

saqonels, is iZulebuli iqneba fasis sididis gansazRvris

dros zomiereba gamoiCinos.

11.2. fasis sidideze moqmedi faqtorebi

fasis sidideze gavlenas axdens rogorc Sinagani, ise

garegani faqtorebi. Sinagan faqtorebs miekuTvneba: faswar-

moqmnis marketinguli miznebi, sawarmos marketinguli stra-

tegia, danaxarjebi saqonlis warmoebaze. garegan faqtorebSi

Sedis- momxmarebeli, bazris xasiaTi, konkurentebis fasebi

(ix. nax. 11.2.).



292

nax. 11.2. fasis sidideze moqmedi faqtorebi

rac ufro ukeTesad Camoayalibebs sawarmo Tavis marke-

tingul miznebs fasebze, miT ufro gauadvildeba fasis si-

didis gansazRvra. faswarmoqmnis marketingul miznebSi, pir-

vel rigSi, igulisxmeba saqonlis pozicionirebis mimarTu-lebiT miRebuli gadawyvetilebebi.

fasis sidide mniSvnelovanwilad ganisazRvreba bazarze

saqonlis pozicionirebis mdgomareobiT. Tu sawarmo Tavisi

saqonlis pozicionirebas axorcielebs rogorc maRali kla-

sis saqonlisas da realuradac amisTvis ibrZvis, misi fasi

maRali iqneba. im SemTxvevaSi, roca sawarmos produqcia po-

zicionirebs rogorc iafi saqoneli, misi fasi, cxadia, iqne-ba dabali.

fasis sidideze uSualod moqmedebs bazarze sawarmos

pozicia. myari da Zlieri pozicia sawarmos fasis sakuTari

Sexedulebebis mixedviT dadgenis saSualebas aZlevs. aramya-

ri da susti poziciis pirobebSi sawarmo iZulebuli xdeba

konkurentebis fasebis gaTvaliswinebiT miiRos gadawyveti-

leba fasis sidideze. maSasadame, Tu sawarmoebis pozicia ba-

Sinagani faqtorebi


m i z n e b i


s t r a t e g i a

d a n a x a r j e b i

fasis

sidide

gareganifaqtorebi

m o m x m a r e b l e b i

b a z r i s x a s i a T i

k o n k u r e n t i s

f a s e b i



293

zarze gansxvavebulia, fasebze maT gansxvavebuli miznebi uya-

libdebaT, Sesabamisad, fasebic gansxvavebulia.

sawarmos strategiuli xasiaTis prioritetebi pirda-

pir zemoqmedebs fasis dadgenis procesze. gansxvavebuli si-

didis fasi dgindeba bazarSi Rrmad SeRwevis, arsebuli baz-

ris gafarToebis, saqonlis ganviTarebis da diversifikaciis

strategiebis gamoyenebis pirobebSi. faswarmoqmnis strategia

gansxvavebulia, agreTve, marketingis kompleqsis danarCeni

sami elementis mixedviT miRebuli gadawyvetilebebis Wril-

Sic. amasTan, faswarmoqmnis sferoSi miRebuli gadawyvetile-

bebi uSualod zemoqmedebs saqonlis Seqmnis, saqonelmoZrao-bis da bazarze saqonlis win wawevis strategiebis SemuSave-

baze. cxadia, Tu sawarmo gadawyvets Tavisi saqonlis pozi-

cionirebas maRali fasiT, is iZulebuli gaxdeba awarmoos

maRalxarisxiani saqoneli, romelsac droulad da xarisxob-

rivi maCveneblebis SenarCunebis pirobebSi miitans momxmareb-

lamde da Tanac miawvdis maT saTanado informacias saqonlis

Sesaxeb. e.i. Tu sawarmo bazarze saqonlis pozicionirebisZiriTad faqtorad gamoiyenebs fass, maSin marketingis kom-

pleqsis sxva elementebi masze damokidebulebiT ganisazRvre-

ba. Tu sawarmo saqonlis pozicionirebas gadawyvets arafa-

sismieri faqtorebiT (saqonlis xarisxi, bazarze saqonlis

gadaadgilebisa da win wawevis meTodebi), fasi mniSvnelovani

zomiT am faqtorebze iqneba damokidebuli da maTi gaTvalis-

winebiT dadgindeba.fasis sidideze erT-erTi yvelaze Zlierad moqmedi

faqtoria mis warmoebasa da realizaciaze gaweuli xarjebi.

Tavdapirveli fasi swored saqonlis TviTRirebulebis mi-

xedviT ganisazRvreba.

xarjebi ori saxisaa: mudmivi da cvalebadi. mudmivia

iseTi xarjebi, romlebic ar icvleba warmoebisa da gasaRe-

bis moculobis Sesabamisad. aseT xarjebs miekuTvneba Senoba-



294

nagebobaTa Senaxvis da ijaris xarjebi, administraciuli

sammarTvelo aparatis Sromis anazRaurebis xarjebi, kredi-

tis procenti. cvalebadi xarjebi uSualod ukavSirdeba sa-

qonlis warmoebisa da gasaRebis moculobas. magaliTad, fex-

sacmlis damamzadebeli sawarmos mTliani xarjebi ganisaz-

Rvreba gamoSvebuli produqciis raodenobisa da warmoebis-

Tvis saWiro nedleulis (tyavi, webo, Zafi...) Sesyidvis fa-

siT. rac Seexeba Senoba-nagebobaTa Senaxvisa da ijaris, admi-

nistraciuli sammarTvelo aparatis Sromis anazRaurebis da

sxva mudmiv xarjebs, isini ar icvleba fexsacmlis warmoebis

moculobis gazrdis (an Sekvecis) Sesabamisad. maTi sidideavtomaturad emateba cvalebad xarjebs da miiReba mTliani

xarjebi, romlebsac safuZvlad udeben fasis sididis dadge-

nas. e.i. mTliani xarjebis mixedviT dgindeba erTi wyvili

fexsacmlis Tavdapirveli fasi mwarmoebel sawarmoSi.

sawarmoebma saqonlis warmoebasa da gasaRebaze gaweu-

li xarjebi mudmivad unda akontrolon. Tu xarjebi konku-

renti sawarmoebis xarjebs aRemateba, xelmZRvanelobam undaifiqros maTi Semcirebis gzebis gamoZebnaze. cxadia, fasis

gazrda xarjebis matebasTan erTad, sawarmos konkurentuna-

rianobas amcirebs. konkurentunarianoba mcirdeba im SemTxve-

vaSic, roca xarjebis zrdas ar moyveba fasis mateba, radgan

am dros mogeba mcirdeba.

garegani faqtorebidan fasis sidideze, pirvel rigSi,

momxmarebeli, ufro swored misi myidvelobiTi unari moqme-debs. SeiZleba iTqvas, rom, sabolood, swored momxmarebeli

gansazRvravs fasis realur dones. fasi aucileblad unda

Seesabamebodes moTxovnas, winaaRmdeg SemTxvevaSi saqoneli

ar gaiyideba (Tu fasi metia moTxovnaze) an sawarmo ar mii-

Rebs kuTvnil mogebas (Tu fasi naklebia moTxovnaze).

Cveulebriv situaciaSi fasi da moTxovna ukupropor-

ciul damokidebulebaSia. fasis gazrdiT moTxovna mcirdeba,



295

fasis SemcirebiT ki moTxovna izrdeba. amis gamo fasis gaz-

rdis dros sawarmoebi ufro naklebi raodenobis saqonels

yidian, vidre misi Semcirebis pirobebSi. praqtikaSi presti-

Jul saqonelze zogjer gansxvavebuli situacia fiqsirdeba

_ fasis Zalian gazrdiT saqoneli ufro meti raodenobiT

iyideba, radgan maRalSemosavliani momxmarebeli amas xSirad

saqonlis xarisxis gaumjobesebad aRiqvams.

fasebsa da moTxovnas Soris kavSiris simWidroves moT-

xovnis elastikurobis koeficientis saSualebiT gamoxataven.

davuSvaT, rom moTxovna izrdeba 20%-iT, fasebi ki 25%-iT.

am SemTxvevaSi moTxovnis elastikurobis koeficienti tolia0,8-is. es imis maCvenebelia, rom moTxovna ar aris elastiki-

uri fasis mimarT. Tu moTxovna izrdeba 25%-iT, fasi ki

20%-iT, elastikurobis koeficienti 1,25-s utoldeba, rac

fasis mimarT moTxovnis elastikurobaze miuTiTebs. maSasada-

me, Tu fasis cvlilebis pirobebSi moTxovna 1-s aRemateba,

moTxovna elastikuria, xolo Tu 1-ze naklebia- araelasti-

kuri. fasis cvlilebis Sesabamisad moTxovnis cvlileba axa-siaTebs fasze myidvelis mgrZnobiarobas. e.i. elastikurobis

koeficienti fasis cvlilebaze myidvelis mgrZnobiarobas

asaxavs.

fasis mimarT moTxovnis elastikurobis pirobebSi, mom-

xmareblebi erTi saqonlidan meore analogiuri saqonlis

yidvaze gadadian, araelastkiuri moTxovnis pirobebSi ki

momxmareblebi mocemuli konkretuli saqonlis erTgulnirCebian. rogorc wesi, yoveldRiuri moxmarebis saqonelze

moTxovna, ZiriTadad, elastikuria, prestiJul saqonelze ki

araelastikuri. magram savsebiT SesaZlebelia, rom moTxovna

yoveldRiuri moTxovnis saqonelzec iyos araelastikuri.

momxmarebeli, romelic firma `nikoras” produqciis erTgu-

lia, mas gazrdili fasis pirobebSic iyidis. igive SeiZleba

iTqvas `Tolias” nayinze, `soflis nobaTis” rZis nawarmze.



296

bevri kompania sxvadasxva sabazro segmentis momxmare-

bels Tavis saqonels gansxvavebul fasSi sTavazobs. seg-

ments, romelic moTxovnis elastikurobiT gamoirCeva, saqo-

neli miewodeba ufro dabal fasSi, xolo im segments, ro-

melSic moTxovna fasis mimarT araelastikuria, saqoneli mi-

ewodeba ufro maRal fasSi. maSasadame, ZviradRirebuli sa-

qonelis realizaciis moculobis gazrdis albaToba didia

segmentSi, romelSic moTxovna fasis mimarT araelastikuria.

bazris xasiaTic mniSvnelovan gavlenas axdens fasis

sidideze. fasis sididis TvalsazrisiT momxmareblisTvis mi-

saRebia wminda da monopolisturi konkurenciis bazrebi. yve-laze maRali fasis dawesebis SesaZlebloba wminda monopo-

liis bazrebzea.

fasis sidideze moqmedi erT-erTi arsebiTi xasiaTis

faqtori konkurentebis fasebia. maTi gaTvaliswinebis gareSe

sawarmo ver SeZlebs realuri fasis dawesebas, amis gamo ki

is an ver gayidis Tavis saqonels an kidev ver miiRebs moge-

bis maqsimalur odenobas.fasebis dawesebis procesze moqmedi mniSvnelovani ga-

regani faqtoria samTavrobo gadawyvetilebebi. maT Soris

aRsaniSnavia: saqarTvelos kanoni fasebisa da faswarmoqmnis

Sesaxeb; saqarTvelos kanoni monopoliuri saqmianobisa da

konkurenciis Sesaxeb; saqarTvelos kanoni momxmarebelTa uf-

lebebis dacvis Sesaxeb; sagadasaxado kodeqsi. fasebis dawe-

sebis dros sawarmoebis mier miRebuli gadawyvetilebebi arunda ewinaaRmdegebodes aRniSnuli normatiuli dokumentebis

da maT safuZvelze miRebuli kanonqvemdebare aqtebis moT-

xovnebs.



297

11.3. faswarmoqmnis procesi

sabazro ekonomikis pirobebSi faswarmoqmnis procesi

garkveuli etapebis mixedviT xorcieldeba. fasis dadgenis

procesSi, ZiriTadad, gamoyofen eqvs etaps (ix. nax. 11.3.):

1) faswarmoqmnis miznis (an miznebis) dadgena;

2) moTxovnis gansazRvra;

3) xarjebis Sefaseba;

4) konkurentebis fasebis analizi;

5) faswarmoqmnis meTodebis SerCeva;

6) saboloo fasis dadgena.

nax.11.3. faswarmoqmnis procesi

faswarmoqmnis pirvel etapze sawarmoebi adgenen miz-

nebs, romlebic unda gadawydes dawesebuli fasiT. aseTi miz-nebi SeiZleba iyos bazarze arsebobis gaxangrZliveba, maqsima-

luri mogebis miReba da bazarze gabatoneba.

Tu dawesebuli fasiT sawarmos surs bazarze arsebo-

bis gaxangrZliveba, is konkurentebs upirispirdeba dabali

fasiT, radgan arsebobis gaxangrZliveba mogebaze ufro mniS-

vnelovania. magram aseT pirobebSi, cxadia, fasebis Semcireba

SesaZlebelia im donemde, vidre xarjebi daifareba.

faswarmoqmnis

miznis ( miznebis)

dadgena

moTxovnis

gansazRvra

xarjebis

Sefaseba

konkurentebisfasebis analizi

faswarmoqmnismeTodebis

SerCeva

saboloo fasisdadgena



298

sawarmoebi, romlebic mogebis maqsimizacias isaxaven

miznad, aweseben mimdinare moTxovnis pirobebSi SesaZlo ma-

Ral fasebs.

im SemTxvevaSi, roca sawarmoebs surT bazarze gabato-

neba maRalxarisxiani saqonliT, isini, rogorc wesi, maRal

fasebs aweseben. maRalxarisxiani saqonlis warmoeba did xar-

jebs moiTxovs, rac, bunebrivia, zrdis fasis sidides.

sawarmoTa erTi nawili bazarze gabatonebas bazris wi-

lis gazrdiT amjobinebs da fasebs amcirebs im donemde, rom

dafaros xarjebi da miiRos mogeba. maT sjeraT, rom aseT

pirobebSi mogebis saerTo moculoba xangrZlivi drois man-Zilze xelsayreli iqneba.

faswarmoqmnis meore etapze sawarmoebi gansazRvraven

moTxovnis moculobasa da struqturas, radgan fasis dadge-

namde aucilebelia garkveuli informacia moTxovnaze, e.i. sa-

qonlis im raodenobaze, romelsac myidvelebi SeiZenen fase-

bis sxvadasxva donis pirobebSi. aseTi informaciis miReba

SeiZleba mrudis daxmarebiT, romelic uCvenebs, Tu saqonlisra raodenoba gaiyideba bazarze drois gansazRvrul monak-

veTSi fasebis sxvadasxva donis pirobebSi. moTxovnis mrudi

asaxavs fasisa da moTxovnis urTierTdamokidebulebas sxva

arafasismieri faqtorebis ucvlelobis pirobebSi.

moTxovnis mruds saqonelTa umetesobisTvis aqvs kle-

badi wiris saxe (ix.nax. 11.4.).

moTxovna gansazRvravs saqonelze maqsimalur fass, mi-nimaluri fasi ki xarjebis mixedviT dgindeba.

nebismieri sawarmo cdilobs saqonelze (an momsaxure-

baze) mTlianad dafaros misi warmoebisa da gasaRebis xar-

jebi da miiRos kuTvnili mogeba. rogorc



299

nax. 11.4.. moTxovnis mrudi saqonelTa

umetesobisTvis

wesi, menejerebi cdiloben fasebis dadgenas im doneze, rom

miiRon maqsimaluri mogeba. es SesaZlebelia saqonlis warmoe-

baze gaweuli xarjebis sworad Sefasebis pirobebSi.

fasebis dawesebis dros metad mniSvnelovania konkuren-

tebis fasebis analizi. faswarmoqmnis am etapze sawarmo Ta-

visi da konkurenti sawarmoebis saqonlis fasebsa da xa-

risxs erTmaneTs udarebs, radgan myidvelebi saqonels, upi-

ratesad, konkurenti sawarmoebis saqonlis maCveneblebis ur-

TierTSedarebis safuZvelze yiduloben. rZis nawarmis mom-

xmarebeli erTmaneTs adarebs `soflis nobaTis”, `santes”,

`eko fudis” da sxva sawarmoebis produqciis xarisxs, fass

da amis mixedviT xdeba ama Tu im sawarmos momxmarebeli.

igive mdgomareobaa sxva produqciis yidvis drosac.

Semdeg etapze xorcieldeba faswarmoqmnis meTodis

SerCeva. ganasxvaveben danaxarjebze, konkurentTa fasebsa da

momxmarebelTa faseulobebze orientirebul meTodebs.

f4

f3

f2

f1

maRali

dabali r4 r3 r2 r1

nayidi saqoneli

fasi



300

faswarmoqmnis bolo etapze SerCeul midgomebsa da me-

Todebze dayrdnobiT ganisazRvreba saboloo fasi.

6.4. faswarmoqmnis meTodebi

praqtikaSi gamoyenebul faswarmoqmnis meTodebs specia-

listebi ajgufeben imis mixedviT, Tu sawarmoebSi ras ude-

ben safuZvlad fasis sawyisi donis gansazRvras. f. kotle-

ris azriT, fasis minimaluri done dgindeba produqciis

TviTRirebulebiT, maqsimaluri ki saqonlis unikaluri Rir-

sebiT. fasebis saSualo done ganisazRvreba konkurentTa daSemcvleli saqonlis fasebiT.

gamoyenebuli midgomebis Sesabamisad faswarmoqmnis me-

Todebi ase jgufdeba (ix. nax. 11.5.):

1) faswarmoqmnis meTodebi dafuZnebuli saqonlisa da

momsaxurebis TviTRirebulebaze;

2) faswarmoqmna dafuZnebuli momxmareblis mier saqon-

lis da momsaxurebis Rirebulebis aRqmaze;

3) faswarmoqmna dafuZnebuli konkurenciaze.

praqtikaSi gamoyenebuli faswarmoqmnis meTodebidan Se-

darebiT popularuli da imavdroulad yvelaze martivi me-

Todia `saSualo danaxarjebs + mogeba”. am dros produqciis

TviTRirebulebas umateben danaricxs. davuSvaT, televizore-

bis mwarmoebel sawarmos erTi cali televizoris warmoeba

daujda 280 lari, sacalo vaWrobas ki miyida 350 larad.yoveli calidan mwarmoebeli sawarmos mogeba 70 laria. sa-

calo savaWro sawarmom 350 larad nayidi televizorebi ga-

yida 420 larad. danaricxi Sesyidvis fasze 70 lari anu

20%-ia. erTi cali televizoris gayidvidan miRebuli mTli-

ani mogeba sacalo savaWro sawarmoSi Seadgens 70 lars. Tu



301

nax. 11.5. faswarmoqmnis meTodebis klasifikacia faswarmoq-

mnaSi gamoyenebuli midgomebis mixedviT

sacalo savaWro sawarmos xarji yovel televizorze 50

laria, wminda mogeba iqneba 20 lari. am meTodis sirTule

daricxvis sididis sworad gansazRvraSia.

faswarmoqmnis meTodi `saSualo danaxarjebs + mogeba”

ufro advili gamosayenebelia sxva meTodTan SedarebiT. amas

faswarmoqmnis procesSigamoyenebuli

midgomebi

TviTRirebule

bazedafuZnebulimeTodebi

momxmareblis

mier saqonlisRirebulebis aRqmaze

dafuZnebulimeTodi

konkurenciaze

dafuZnebulimeTodebi

saSualodanaxarjebsplius mogeba

uzaralodmuSaobis

analizi damiznobrivi

mogebis miReba

fasebisdadgena

momdinarefasebis

safuZvelze

fasis dadgenadaxurulivaWrobis

mioxedviT



302

ganapirobebs is faqti, rom gamyidvelebisTvis bevrad ufro

advilia xarjebis dadgena, vidre moTxovnis ganviTarebis

tendenciebis gansazRvra da fasebis sistematuri koreqtire-

ba moTxovnis cvlilebebis Sesabamisad. amasTan, dargSi xar-

jebis mixedviT fasebis dadgenis dros, erTi da imave saqon-

lis mwarmoebel sawarmoebs daaxloebiT erTnairi fasebis

daweseba uwevT. fasebis erTnairi donis pirobebSi safaso

konkurencia minimumamde mcirdeba. es meTodi popularulia

imis gamoc, rom ufro samarTliania rogorc myidvelTan, ise

gamyidvelTan mimarTebaSi. gamyidvelebi iReben dabandebuli

kapitalisTvis saTanado mogebas, magram ar SeuZliaT gamdid-reba moTxovnis gazrdis SemTxvevaSi.

uzaralobis analizi da miznobrivi mogebis miReba iT-

valiswinebs fasisa da saqonlis (an momsaxurebis) warmoebis

moculobis dadgenas im odenobiT, rom daifaros xarjebi da

uzrunvelyofili iqnes miznobrivi (sasurveli) mogebis miRe-

ba. am meTods iyenebs amerikuli kompania General Motors. is

avtomobilebze fasebs adgens ise, rom dabandebul kapitalzemiiRos 15-20 procenti mogeba.

faswarmoqmnis mocemuli meTodi emyareba saqonelze

miznobrivi fasis gansazRvris uzaralobis grafiks(ix. nax.

11.6.). Tu TviTRirebulebaze dafuZnebuli faswarmoqmnis me-

Todi orientirebulia saqonelze, samomxmareblo Rirebule-

bis aRqmaze dafuZnebuli faswarmoqmna orientirebulia mom-

xmarebelze. am SemTxvevaSi fasis dawesebis procesi momxma-rebelTa saWiroebis da maT mier Rirebulebis aRqmis anali-

ziT iwyeba. analizis Sedegebis mixedviT wesdeba fasi, rome-

lic Seesabameba saqonlis Rirsebebsa da Tvisebebze momxma-

rebelTa warmodgenas.



303

nax. 11.6. saqonlis miznobrivi fasis gansazRvris

uzaralobis grafiki

wyaro: Котлер Ф. Основы маркетинга. Краткий курс. Пер. с

англ. М., 2003, с.302

sxvadasxva segmentis momxmareblis mier saqonlis Ri-

rebulebis gansxvavebulad Sefasebis gamo sxvadasxva tipis

savaWro obieqtSi erTsa da imave saqonelze gansxvavebuli

fasebia. ase, magaliTad, savaWro centr “megalainSi” saqone-

li ufro Zviri Rirs, vidre bazrobaze iq Seqmnili atmosfe-



304

rosa da savaWro obieqtis prestiJulobis gamo, rac saqo-

nels aniWebs damatebiT Rirebulebas.

praqtikuli gamocdilebidan irkveva, rom sxvadasxva ka-

tegoriis momxmarebels saqonlis Rirsebebze aqvs gansxvave-

buli warmodgena. Sesabamisad, gansxvavebulia maTTvis misaRe-

bi fasebic. Tu saqonelze fasi momxmareblisTvis misaReb

fasze maRali dawesda, `is ar gaiyideba”. 1991 wels kompania

Mercedes Benz-ma axal modelze ukiduresad maRali fasi _

90 000 dolari daawesa. aseTi fasi miuRebeli aRmoCnda

kompaniis erTguli myidvelebisTvisac ki. amis gamo gayidvis

moculoba 24%-iT Semcirda. kompaniam arsebuli situaciisgamosasworeblad gamouSva saSualo zomis Sedan 55 800 do-

larad.

saqonlis gayidva gaZneldeba maSinac, roca masze mom-

xmareblisTvis misaReb fasze naklebi fasi dawesdeba. am

dros momxmarebeli dabal fass dabal xarisxTan aigivebs da

Tavs aridebs saqonlis yidvas.

faswarmoqmnis mniSvnelovani meTodia sawarmos mier fa-sis mimdinare fasebis safuZvelze gansazRvra. am dros sa-

warmoSi nakleb yuradRebas amaxvileben sakuTar xarjebsa da

moTxovnaze da fass ZiriTadi konkurentebis fasebze day-

rdnobiT adgenen. mocemuli konkretuli sawarmos fasi zog-

jer emTxveva konkurenti sawarmos analogiuri saqonlis

fass, zogjer masze metia, zogjerac naklebi. oligopolis-

turi konkurenciis bazarze, sadac iyideba iseTi erTgvarova-ni produqtebi, rogoricaa, magaliTad, foladi, xorbali,

konkurentebi aweseben erTi da imave fasebs. mcire zomis sa-

warmoebi bazris liderebis fasebs udeben safuZvlad TavianT

fasebs. faswarmoqmna konkurentebis fasebze dayrdnobiT, Se-

iZleba iTqvas, Zalian popularulia. bevri sawarmos xel-

mZRvanelobas mimdinare fasebi miaCnia dargis koleqtiuri



305

sibrZnis gamoxatulebad da kuTvnili mogebis gazrdis saSua-

lebad.

faswarmoqmna egreTwodebuli daxuruli vaWrobis sa-

fuZvelze gamoiyeneba maSin, roca sawarmoebi erTmaneTs upi-

rispirdebian kontraqtis misaRebad. am dros isini fass gan-

sazRvraven ara sakuTari xarjebisa da moTxovnis mixedviT,

aramed konkurentebis mier SeTavazebul fasebze dayrdnobiT.

sawarmos fasi, rogorc wesi, konkurentebis fasebze daba-

lia, magram amis gamo fasi ver iqneba danaxarjebze naklebi.

am SemTxvevaSi sawarmo dazaraldeba.

11.5. faswarmoqmnis strategiebi

faswarmoqmnis procesSi sawarmoebma SeiZleba airCion

erT-erTi Semdegi strategiebidan:

1) `naRebis moxdis” strategia;

2) bazarSi SeRwevis strategia;

3) konkurentuli faswarmoqmnis strategia.`naRebis moxdis” strategias uwodeben, agreTve, fas-

warmoqmnis bazari-plus strategias. es strategia iTvalis-

winebs maRali fasebis dawesebas konkurentebis fasebTan Se-

darebiT. is, ZiriTadad, gamoiyeneba saqonlis bazarze gatanis

etapze, roca saqonels ara hyavs konkurenti an kidev konku-

rentTa ricxvi mcirea. Tumca zogjer `naRebis moxdis”

strategiis gamoyenebas sawarmoebi saqonlis sasicocxlociklis sxva etapzec agrZeleben. am strategiiT gamoitanes

bazarze kompania Polaroid-is pirveli fotoaparatebi. maRali

fasis daweseba SesaZlebeli gaxada saqonlis unikalurobam.

SemdgomSi kompaniam asortimenti gaafarTova ufro dabalfa-

siani fotoaparatebiT, romlebic gankuTvnili iyo momxmare-

belTa farTo fenebisTvis. amasTan, kompanias ar Seuwyvetia

ZviradRirebuli fotoaparatebis warmoeba. `naRebis moxdis”



306

strategias warmatebiT iyenebs mikrosqemebis mwarmoebeli

amerikuli kompania Intel.

specialistTa azriT, `naRebis moxdis” strategiis ga-

moyeneba sworia Semdeg pirobebSi: maRal fass Seesabameba sa-

qonlis maRali xarisxi da imiji; bazarze ZviradRirebuli

saqonlis potenciuri myidvelebi arian sakmarisi raodeno-

biT; konkurentebs ara aqvT SesaZlebloba awarmoon da ba-

zarze gaitanon analogiuri saqoneli.

`naRebis moxdis” strategia saSualebas aZlevs sawar-

moebs swrafad amoiRon samecniero-kvleviT samuSaoebze gawe-

uli danaxarjebi, miiRon maqsimaluri Semosavali konkurentisawarmoebis mier bazrisTvis analogiuri saqonlis miwode-

bamde, gaakontrolon moTxovna sasicocxlo ciklis sxvadas-

xva etapze da Seusabamon maT TavianTi sawarmoo simZlavree-

bi.

specialistTa nawilis azriT, `naRebis moxdis” stra-

tegias aqvs erTi didi nakli _ is izidavs konkurentebs.

amis gamo mocemuli konkretuli sawarmo iZulebuli xdebaSeamciros maRali fasi.

xangrZlivi drois manZilze `naRebis moxdis” strate-

giis gamoyenebis SesaZleblobas sawarmoebs aZlevs axali sa-

qonlis patentiT dacva. ase, magaliTad, kompania Gillette-ma

35 patenti aiRo imisTvis, rom Tavisi saparsi mowyobilobe-

bis sistemisTvis _ bazarze aecilebina konkurencia.

bazarSi SeRwevis strategia, anu faswarmoqmna saxel-wodebiT bazari-minus, iTvaliswinebs axal saqonelze kon-

kurentebTan SedarebiT dabali fasis dawesebas. am strategi-

is mizania bazarSi Rrmad da swrafad SeRweva. dabali fasis

dawesebiT SesaZlebeli xdeba saqonlis gasaRebis moculobis

gadideba. am strategiis gamoyeneba yvelaze karg Sedegs iZ-

leva im saqonelsa da momsaxurebaze, romlebzec moTxovna

maRalelastikuria.



307

bazarze SeRwevis strategia izidavs fasis sidideze

mgrZnobiare momxmareblebs, romelTa ricxvi dReisTvis sakma-

od maRalia, miT umetes saqarTveloSi, sadac momxmareblis

udidesi nawilis cxovrebis done dabalia. rogorc gamok-

vlevebi aCvenebs, aSS-Si aRniSnul strategias regularulad

iyenebs kompaniaTa daaxloebiT 25 procenti.

specialistTa azriT, bazarSi SeRwevis strategiis ga-

moyeneba xelsayrelia im SemTxvevaSic, roca warmoebis didi

masStabebis gamo sawarmoo da marketinguli xarjebi mcirde-

ba.

amerikeli profesori maikl porteri Tvlis, rom fase-bis Semcireba kargs arafers moutans kompanias, Tu analogi-

ur nabijs konkurentebic gadadgamen. cxadia, kompaniebi, ro-

melTa menejerebic iziareben am mosazrebas, dabal fasebs,

rogorc konkurenciuli brZolis iaraRs, ar gamoiyeneben.

isini upiratesobas aniWeben konkurentuli faswarmoqmnis

strategias. aseTi kompaniebis ricxvi Zalian didia. es stra-

tegia farTod gamoiyeneba saqarTveloSic, pirvel rigSi, sa-calo vaWrobaSi.

konkurentuli faswarmoqmnis strategia iTvaliswinebs

bazarze gasvlas konkurentebis fasebis analogiuri fasebiT.

amiT sawarmo cdilobs Seamciros fasis, rogorc saqonlis

konkurentunarianobis ganmsazRvreli faqtoris, mniSvneloba.

konkurentuli faswarmoqmnis gamomyenebel sawarmoebs yurad-

Reba gadatanili aqvT produqtze, saqonelmoZraobasa da ba-zarze win wawevis RonisZiebebze.

amrigad, praqtikul marketingSi gamoiyeneba faswarmoq-

mnis sami alternatiuli strategia: `naRebis moxdis” stra-

tegia, bazarSi SeRwevis strategia da konkurentuli fas-

warmoqmnis strategia. `naRebis moxdis” strategias sawarmo-

ebi iyeneben im produqtze, romelsac ar hyavs aSkara konku-

renti. bazarSi SeRwevis strategia gamoiyeneba im dros, ro-



308

ca konkurentuli produqtebis ricxvi sakmaod didia. konku-

rentul faswarmoqmnas mimarTaven im SemTxvevaSi, roca sa-

warmoebi konkurentebTan dapirispirebas ara fasiT, aramed

sxva marketinguli faqtorebis gamoyenebiT amjobineben.

6.6. fasebis koreqtireba

sawarmoebi fasebis Tavdapirveli sididis koreqtirebas

axorcieleben sabazro situaciebis mixedviT. fasebis koreq-

tirebis mizani SeiZleba iyos:

1) momxmarebelTa garkveuli qcevis waxaliseba;2) sxvadasxva tipis momxmareblis moTxovnis dakmayo-

fileba;

3) sxvadasxva regionSi mcxovrebi momxmareblis moT-

xovnis dakmayofileba;

4) momxmarebelTa moTxovnis waxaliseba sezonis, Tvee-

bis, kvirebis, dReebis da dRe-Ramis saaTebis mixedviT;

5) gasaRebis stimulireba;6) saqonlis sazRvargareT gayidvis waxaliseba.

fasebis koreqtirebis miznebis Sesabamisad praqtikul

marketingSi ganasxvaveben faswarmoqmnis Semdeg saxeebs:

1) faswarmoqmna daTmobebis da CaTvlebis sistemis ga-

moyenebiT;

2) diferencirebuli faswarmoqmna;

3) faswarmoqmna momxmareblis fsiqologiaze dayrdno-

biT;

4) faswarmoqmna geografiuli principis Sesabamisad;

5) faswarmoqmna gasaRebis stimulirebisTvis;

6)

faswarmoqmna saerTaSoriso bazarze.

faswarmoqmna daTmobebis da CaTvlebis sistemis gamoye-

nebiT miznad isaxavs sawarmoebis Tavdapirveli fasis koreq-

tirebas momxmarebelTa wasaxaliseblad, angariSebis vadamde



309

gasanaRdeblad, sabiTumo da sezonTaSorisi gayidvebis gasaaq-

tiureblad.

angariSebis operatiulad ganaRdebis waxalisebisTvis

gamoyenebul daTmobas uwodeben daTmobas naRdi an vadamde

angariSsworebisTvis. am daTmobis arsi gamoixateba operati-

uli gadamxdelebisTvis fasebis SemcirebaSi. diskontis pi-

robebi Cveulebriv garkveuli drois manZilze grZeldeba. ma-

galiTad, aSS-Si operatiuli angariSsworebisTvis daTmobis

tipiuri piroba, _ `2/10-30 dRe”, _ niSnavs imas, rom mom-

xmarebelma saqonlis Rirebuleba unda aanazRauros 30 dRis

ganmavlobaSi, magram 10 dRis vadaSi gadaxdis SemTxvevaSimomxmarebels gadasaxdeli Tanxa Seumcirdeba 2%-iT. aseTi

daTmoba tradiciulad bevr dargSi gamoiyeneba da xels uw-

yobs gamyidvelTa likvidurobasa da kreditebis aRebasTan

dakavSirebuli xarjebis Semcirebas.

fasebis koreqtirebaSi did rols asrulebs sabiTumo

daTmobebis sistema. sabiTumo daTmoba miecema myidvels pro-

duqtis didi raodenobiT yidvis dros. ase, magaliTad, myid-velma 100 calze naklebi televizoris yidvisas SeiZleba

erT cal televizorSi gadaixados ufro meti fasi, vidre

100 da meti televizoris yidvis dros. Sesyidvis moculo-

bisgan damokidebulebiT daTmobis myidvelisTvis micemis sa-

Sualebas gamyidvels aZlevs sasaqonlo maragis Senaxvisa da

saqonlis transportirebis SedarebiT mcire xarjebi. sabi-

Tumo daTmobebis sistema xels uwyobs myidvelsa da gamyid-vels Soris xangrZlivi da stabiluri urTierTobis Camoya-

libebas.

arsebobs e.w. funqciuri daTmobebis sistema. funqciu-

ria daTmoba, romelsac iReben saqonlis gayidviTa da Senax-

viT dakavebuli organizaciebi da sawarmoebi.

sezonuri daTmoba miecema myidvels saqonlis da momsa-

xurebis SesyidvisTvis sezonTaSoris periodSi. am tipis



310

daTmoba gamyidvels mTeli wlis ganmavlobaSi gayidvis mocu-

lobis stabiluri donis SenarCunebis saSualebas aZlevs.

daTmobis specifikuri saxea fasebis Semcireba Zveli

saqonlis Cabarebis SemTxvevaSi. am dros sapreiskuranto

fass akldeba Cabarebuli Zveli saqonlis Rirebulebis Sesa-

bamisi Tanxa. fasebis aseT Semcirebas CaTvlas uwodeben. fa-

sebis amgvari Semcirebis ZiriTadi saxe sabazro ekonomikis

qveynebSi aris Semxvedri vaWroba, romelic yvelaze xSirad

gamoiyeneba xangrZlivi moxmarebis saqonlis, pirvel rigSi

ki avtomobilebis, gayidvis dros. mwarmoeblebs dilerebis

gasaaqtiureblad umcireben fasebs sareklamo programaSi mo-nawileobisa da gasaRebis stimulirebisTvis.

zogjer mwarmoeblebi specialur daTmobebs individua-

lurad aZleven maTTan xangrZlivi periodis manZilze kon-

taqtSi myof myidvelebs.

diferencirebuli faswarmoqmna iTvaliswinebs fasebis

diferenciacias momxmareblebis, saqonlis, adgilmdebareobis

da drois mixedviT. aseTi midgomiT dawesebul fasebs ganvi-Tarebul qveynebSi diskriminaciul fasebs uwodeben.

momxmarebelTa tipis mixedviT fasebis diferenciacia

gulisxmobs sxvadasxva tipis momxmareblisTvis gansxvavebu-

li fasis SeTavazebas. ase, magaliTad, ganviTarebul qveynebSi

zogierTi saxis saqoneli da momsaxureba studentebze iyide-

ba Semcirebuli fasebiT. saqarTveloSi, magaliTad, momxmare-

belTa tipis mixedviT aris gansxvavebuli metropoliteniTda transportiT sargeblobis tarifebi.

fasebis diferenciacia saqonlis tipis mixedviT iTva-

liswinebs gansxvavebuli fasis dawesebas saqonlis sxvadas-

xva variantze.

fasebis diferenciacia adgilmdebareobis Sesabamidad

erTsa da imave saqonelze sxvadasxva fasis dadgeniT gamoixa-



311

teba qveynis sxvadasxva nawilSi erTnairi xarjebis pirobeb-

Sic ki.

rac Seexeba fasebis diferenciacias droSi, igi gulis-

xmobs gansxvavebuli fasebis dawesebas sezonis, Tveebis, kvi-

rebis da zogjer dRe-Ramis monakveTis mixedviTac ki. ase,

magaliTad, internetiT sargebloba Ramis saaTebSi ufro ia-

fia, vidre dRis saaTebSi.

faswarmoqmna momxmareblis fsiqologiaze dayrdnobiT

gamoixateba fasis fsiqologiuri zemoqmedebis unaris gamoye-

nebaSi saqonlis realizaciis dasaCqareblad. fasis fsiqolo-

giuri zemoqmedebis Sedegia is faqti, rom maRali fasis pi-robebSi saqoneli kargad iyideba, radgan momxmareblebi maRal

fass maRal xarisxTan aigiveben. zogjer or TiTqmis erTnair

saqonelze fasebis umniSvnelo gansxvavebac ki afiqrebinebs

momxmarebels, rom ufro maRalfasiani saqoneli maRalxaris-

xiania. am SemTxvevaSi SedarebiT dabalSemosavliani momxmareb-

lebi fiqroben, rom maTTvis momgebiani ufro dabalfasiani sa-

qonlis yidvaa. Tumca fasTa Soris sxvaoba SeiZleba ramdenimelari an TeTric ki iyos.

sawarmoTa didi nawili saqonelze fasebs awesebs geog-

rafiuli principis mixedviT. am principis Sesabamisad gan-

sxvavebuli fasi wesdeba qveynis sxvadasxva nawilSi mcxovre-

bi momxmareblebisTvis. es principi iTvaliswinebs, Tavis

mxriv, faswarmoqmnis Semdeg saxeebs:

1)

fasebis dadgena warmoebis adgilidan momxmareblis sac-xovrebel adgilamde mitanis xarjebis gaTvaliswinebiT.

aseTi midgomis pirobebSi myidvelebi TviTon anazRaure-

ben satransporto xarjebs. amitom iTvleba is faswar-

moqmnis yvelaze samarTlian meTodad. amasTan faswarmoq-

mnis aseT wess axasiaTebs naklovanebac _ saqonlis war-

moebis adgilidan Sors mcxovrebi momxmareblebisTvis

mocemuli sawarmos saqonlis yidva ar aris momgebiani,



312

ris gamoc isini sxva sawarmos saqonlis myidvelebi xde-

bian.

2) yvela momxmareblisTvis erTiani fasis dadgena. am Sem-

TxvevaSi saqonlis transportirebaSi, sacxovrebeli adgi-

lis miuxedavad, yvela momxmarebeli erTsa da imave Tan-

xas ixdis.

3) zonaluri faswarmoqmna. am dros bazari iyofa zonebad,

romelTa mixedviTac mwarmoeblebi adgenen gansxvavebul

fasebs. rac ufro Sors mdebareobs damamzadebeli sawar-

modan esa Tu is zona, miT maRalia saqonlis fasi.

4)

faswarmoqmna sabaziso punqtebis safuZvelze. am SemTxveva-Si ama Tu im qalaqs gamyidveli irCevs sabaziso punqtad.

gasayidi fasi gaiangariSeba sapreiskuranto fasze sabazi-

so qalaqidan myidvelamde saqonlis mitanis xarjebis Tan-

xis damatebiT. faqtobrivad mniSvneloba ara aqvs myidve-

lis sacxovrebel adgilamde romeli qalaqidan gadaizide-

ba saqoneli.

5)

faswarmoqmna gamyidvelis mier gadazidvis xarjebis anaz-RaurebiT. aseT faswarmoqmnis wess gamyidveli iyenebs ma-

Sin, roca surs miizidos momxmarebeli, SeaRwios axal

bazarSi an SeinarCunos pozicia arsebul bazarze.

gasaRebis stimulirebisTvis sawarmoebi droebiT sapre-

iskuranto fasebze dabal fasebs aweseben. aris iseTi Sem-

Txvevebic, roca gasayidi fasi TviTRirebulebazec ki nakle-

bia.saerTaSoriso doneze movaWre sawarmoebi fasebs qveyne-

bis mixedviT aweseben. zogjer fasebi yvela qveynisTvis er-

Tnairia, zogjer ki gansxvavebuli. qveynebis mixedviT gan-

sxvavebuli fasebis dawesebis safuZvelia gansxvaveba saqon-

lis gadazidvisa da Senaxvis xarjebSi, agreTve, adgilobrivi

bazrebis specifikuri Taviseburebebi.



313

XI TavSi gamoyenebuli marketinguli terminebi:

fasi

wminda konkurenciis bazarimonopolisturi konkurenciis bazari

oligopolisturi konkurenciis bazari

wminda monopoliis bazari

moTxovnis elastikuroba

moTxovnis elastikurobis koeficienti

faswarmoqmnis meTodi_saSualo danaxarjebs plus mogeba

faswarmoqmnis meTodi_uzaralod muSaobis analizi da miz-nobrivi mogebis miReba

faswarmoqmnis meTodi dafuZvnebuli momxmareblis mier sa-

qonlis Rirebulebis aRqmaze

faswarmoqmnis meTodi dafuZvnebuli fasebis mimdinare done-

ze

fasebis dadgena daxuruli vaWrobis mixedviT

faswarmoqmnis strategiebi“naRebis moxdis” strategia

bazarSi SeRwevis strategia

konkurentuli faswarmoqmnis strategia

fasebis koreqtireba

diferencirebuli faswarmoqmna

daTmoba

sabiTumo daTmobafunqciuri daTmoba

sezonuri daTmoba

CaTvla

diskriminaciuli fasi

erTiani fasi

zonaluri fasi



314

reziume

fasi aris is ZiriTadi elementi, romelmac unda uz-

runvelyos sawarmoebis mier gaweuli danaxarjebis amoReba

da momgebianad muSaoba. es SesaZlebelia mxolod realuri

fasebis dawesebis pirobebSi. amitom aqceven sawarmoebi did

yuradRebas fasebis sididis gansazRvras da mis koreqtire-

bas sabazro situaciebis Sesabamisad.

fasebis sididis sworad gansazRvrisTvis aucilebelia

fasebis sidideze moqmedi faqtorebis analizi da faswarmoq-

mnis meTodis dadgena.fasebis sidideze moqmed mravalricxovan faqtorebs yo-

fen or jgufad: Sinagan faqtorebad da garegan faqtorebad.

Sinagan faqtorebSi Sedis: marketinguli miznebi, marketingu-

li strategia da danaxarjebi, garegan faqtorebSi ki momxma-

rebeli, bazris xasiaTi da konkurentebis fasebi.

fasis qveda zRvars gansazRvravs xarjebi, xolo zeda

zRvars moTxovna. fasma aucileblad unda aanazRauros sa-qonlis warmoebasa da realizaciaze gaweuli yvela saxis

danaxarji da uzrunvelyos sawarmo mogebis samarTliani si-

didiT. verc erTi sawarmo ver gayidis saqonels moTxovnaze

maRal fasSi. SeiZleba iTqvas, rom realuri fasi swored

moTxovnis mixedviT dgindeba. cxadia, Tu fasi aRemateba mom-

xmareblis myidvelobiT unars da misi dawesebis dros ar ga-

iTvaliswineben momxmareblis mier misi faseulobis aRqmisSesaZleblobebs, saqoneli ar gaiyideba. vinaidan myidvelobi-

Tunariani momxmareblebis sxvadasxva kategoria sxvadasxvag-

varad afasebs saqonlis niSan-Tvisebebs, sawarmoebi TavianTi

fasebis manevrirebas bazris segmentebis mixedviT axorciele-

ben.

fasisa da moTxovnis kavSiris simWidrove elastikuro-

bis koeficientiT gamoisaxeba. fasis mimarT moTxovnis elas-



315

tikurobis dros momxmareblebi erTi saqonlidan meore sa-

qonlis yidvaze gadadian, araelastikurobis dros ki moce-

muli saqonlis erTgulni rCebian. fasebis sididis dadgenis

procesSi fasis da moTxovnis kavSirs sawarmoebi did yu-

radRebas uTmoben.

faswarmoqmnis meTodebs ganasxvaveben faswarmoqmnaSi ga-

moyenebuli midgomebis mixedviT. saerTod, faswarmoqmna sam

midgomas emyareba. esenia: danaxarjebze dafuZvnebuli faswar-

moqmna, produqtis Rirebulebis aRqmaze dafuZvnebuli fas-

warmoqmna da konkurenciaze dafuZvnebuli faswarmoqmna.

danaxarjebze dafuZnebuli fawarmoqmnis meTodebia: sa-Sualo danaxarjebs plus mogeba da uzaralod muSaobis ana-

lizi da miznobrivi mogebis miReba. produqtis konkurencia-

ze dafuZnebul faswarmoqmnis meTodebs miekuTvneba: fasis

dadgena mimdinare fasebis safuZvelze da fasis dadgena da-

xuruli vaWrobis mixedviT. meTodi faswarmoqmna dafuZnebu-

li momxmareblis mier saqonlisa da momsaxurebis Rirebule-

bis aRqmaze efuZneba momxmareblis mier produqtis faseu-lobis Sefasebas.

faswarmoqmnis procesSi sawarmoebi Cveulebriv iyeneben

Semdegi sami strategiidan erT-erTs: “naRebis moxdis” stra-

tegias, bazarSi SeRwevis strategias, konkurentuli faswar-

moqmnis strategias. “naRebis moxdis” strategia iTvaliswi-

nebs konkurentebTan SedarebiT maRali fasebis dawesebas. es

strategia gamoiyeneba, upiratesad, produqciis bazarze ga-tanis etapze. bazarSi SeRwevis strategia gulisxmobs kon-

kurentebTan SedarebiT dabali fasebis dawesebas. am strate-

giis mizania bazarSi swrafad da Rrmad SeRweva da mogebis

miReba realizaciis moculobis gadidebiT. konkurentuli

faswarmoqmnis strategiis gamoyenebis dros sawarmoebs pro-

duqti bazarze gaaqvT konkurentebis fasebis analogiuri fa-



316

sebiT. am dros sawarmoebi cdiloben konkurentebs daupiris-

pirdnen ara fasiT, aramed sxva marketinguli faqtorebiT.

momxmarebelTa garkveuli qcevis waxalisebis, ama Tu im

tipis an regionis momxmarebelTa moTxovnis dakmayofilebis,

sezonis, Tveebis kvirebis, dReebis, dRe-Ramis saaTebis mixed-

viT moTxovnis waxalisebis, gasaRebis stimulirebis, saqon-

lis sazRvargareT gayidvis waxalisebis .mizniT sawarmoebi

axorcieleben fasebis koreqtirebas. amis Sesabamisad ganas-

xvaveben faswarmoqmnis Semdeg saxeebs: faswarmoqmna daTmobe-

bis da CaTvlebis sistemis gamoyenebiT, diferencirebuli

faswarmoqmna, faswarmoqmna momxmareblis fsiqologiaze day-rdnobiT, faswarmoqmna geografiuli principis mixedviT,

faswarmoqmna gasaRebis stimulirebis mizniT, faswarmoqmna

saerTaSoriso bazrebze. TiToeul SemTxvevaSi sawarmos in-

teresebis Sesabamisad fasis sidide gansxvavebulia.



318

gasaRebis stimulirebas, sazogadoebasTan urTierTobas da

personalur gayidvas.

marketinguli komunikaciebis kompleqsis yoveli ele-

menti momxmareblisTvis informaciis miwodebis specifikuri

xerxebiT xasiaTdeba. magram, romeli wyarodanac ar unda mi-

iRos momxmarebelma informacia, is Seexeba saqonels an mom-

saxurebasa da sawarmos.

momxmarebelze efeqtianad zemoqmedebisTvis aucilebe-

lia sxvadasxva wyarodan miwodebuli Setyobinebebis koor-

dinacia, rac xels Seuwyobs momxmareblis darwmunebas miRe-

buli informaciis utyuarobaSi. amis miRweva SesaZlebeliaintegrirebuli marketinguli komunikaciebis gamoyenebiT.

integrirebul marketingul komunikaciebSi igulisxmeba

momxmarebelze mizanmimarTulad moqmedi, unificirebu-

li, mastimulirebeli Setyobinebis misaRebad ganxorcie-

lebuli, yvela saxis saqmianobis koordinacia.

integrirebuli marketinguli komunikaciebi iwyeba imis

gaazrebiT, Tu ra surs momxmarebels. mxolod amis Semdegeqceva yuradRebis centrSi saqoneli da sawarmo. amitom

momxmareblisken gagzavnil SetyobinebaSi aqcenti keTdeba ara

imdenad produqtze, ramdenadac momxmareblis interesebze.

sxvadasxva wyarodan miRebuli informaciis pirobebSic ki

sruliad SesaZlebelia momxmarebelma miRebuli informacia

aRiqvas rogorc bazarze specialurad gatanili saqonlis

reklama.Tu momxmarebels miewodeba urTierTgamomricxavi in-

formacia, sawarmo ndobas kargavs momxmareblis TvalSi. cxa-

dia, Tu reklamaSi erT ramezea saubari, fasebi meores `Ra-

Radeben~, sawarmos warmomadgenlebi mesames umtkiceben mom-

xmarebels, internetSi ki sruliad gansxvavebuli informaci-

aa ganTavsebuli, momxmarebeli sawarmos da mis xelmZRvane-

lobas ar endoba. amitom sawarmo ar unda Semoifarglos



319

momxmarebelTan kontaqtis tradiciuli meTodebiT da saTana-

do yuradReba unda dauTmos, agreTve, SefuTvas, produqciis

demonstrirebas, interaqtiuli saSualebebis gamoyenebas da

a.S. integrirebuli midgomis dros SesaZlebelia unificire-

bili da urTierTdakavSirebuli informaciis miwodeba. amiT

Tavidan iqneba acilebuli momxmareblis eWvi araswori in-

formaciis miwodebaze.

12.2. marketinguli komunikaciebis mizani

marketinguli komunikaciebis mizania saqonlis reali-

zaciis procesis daCqareba da rac SeiZleba meti mogebis mi-

Reba. am miznis miRweva, specialistebis azriT, SesaZlebelia

Semdegi amocanebis gadawyvetiT:

1) sawarmosa da misi saqmianobis Sesaxeb momxmareblis

da mTeli sazogadoebis informireba;

2)

moTxovnis amaRleba;3)

produqciis diferenciacia;

4) produqciis faseulobaze xazgasma;

5) gayidvis moculobis stabilizacia.

momxmareblebisa da sazogadoebis sxva dainteresebuli

pirebisTvis sawarmosa da saqonlis Sesaxeb informaciis mi-

wodeba aris marketinguli komunikaciebis tradiciuli fun-

qcia. am funqciis realizacia xorcieldeba stimulirebis me-Todebisa da xerxebis gamoyenebiT, sazogadoebasTan urTier-

Tobis sistemiT, personaluri gayidviT.

saqonlis yidviT momxmarebelTa dainteresebaSi did

rols produqtis diferencireba asrulebs. am SemTxvevaSi

sawarmos SeuZlia fasis faqtoris momxmarebelTa dasainte-

reseblad moxerxebulad gamoyeneba.



320

metad mniSvnelovania momxmareblisTvis informaciis mi-

wodebis procesSi pruduqtis faseulobaze xazgasma. momxma-

rebelebs unda auxsnan, Tu ratomaa misTvis sasargeblo ama

Tu im produqtis yidva da ratom aris produqtis fasi ma-

Rali.

marketinguli komunikaciebiT SesaZlebelia saqonlis

gayidvis daCqareba sezonTaSoris periodSi.

12.3. komunikaciuri procesis etapebi

komunikaciur procesSi igulisxmeba informaciis gac-

vla or mxares, mocemul SemTxvevaSi, sawarmosa da momxma-

reblebs Soris. komunikaciuri procesi xorcieldeba Semdegi

TanamimdevrobiT:

1) informaciis gamgzavni iRebs gadawyvetilebas gadasa-

cemi informaciis xasiTze;

2)

Semdeg xorcieldeba gadasacemad SerCeuli informaci-is kodireba, anu informaciis simboloebiT gadmocema;

3) amas moyveba kodirebuli informaciisTvis mimarTvis

formis micema da misi gadacema informaciis gadasag-

zavnad SerCeuli arxebisTvis;

4) bolo etapze mimRebi iRebs informacias, romlis de-

kodirebis safuZvelze is gamoxatavs Tavis damokide-

bulebas da sxvadasxva formiT exmaureba informaciisgamgzavns (ix. nax. 12.1.).



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veben TavianTi Semdgomi moqmedebis gegmas. Tu miznobrivi

momxmarebeli uaryofiTad aris ganwyobili saqonelze, unda

gairkves mizezi. amis Semdeg miiReba gadawyvetileba misawo-

debel informaciaze. cxadia, unda SeirCes iseTi informacia,

romelic sawarmosa da saqonlze momxmarebelSi gamoiwvevs

dadebiT emociebs. Tu momxmareblis uaryofiTi damokidebu-

lebis safuZveli realuria, e.i. Tu saqoneli Tavisi Tvisebe-

biT ar imsaxurebs dadebiT Sefasebas, pirvel rigSi, saWiroa

saqonlis gaumjobesebaze zrunva, SemdegSi ki komunikaciuri

politikis SemuSaveba.

zogjer isec xdeba, rom miznobrivi momxmarebeli sa-qonlis mimarT dadebiTad aris ganwyobili, magram ar aniWebs

mas upiratesobas konkurentebis saqonelTan SedarebiT. am

dros komunikaciuri politikis mizani saqonlis Tvisebebze,

mis xarisxze xazgasmaa. aris SemTxvevebi, roca miznobrivi

auditoria mocemuli konkretuli sawarmos saqonels konku-

rentebis saqonelTan SedarebiT upiratesobas aniWebs, magram

mainc ar aris darwmunebuli misi yidvis aucileblobaSi. amdros marketologi unda ecados komunikaciuri politikas

imgvarad ganxorcielebas, rom miznobriv momxmarebels misi

yidvis aucileblobis rwmena Camouyalibdes. SeiZleba zog-

jer miznobrivi momxmarebeli darwmunebulic iyos romelime

konkretuli sawarmos saqonlis yidvis aucileblobaSi, mag-

ram mainc Tavs ikavebdes misi yidvisgan. aseT SemTxvevaSi

mxolod patara biZgis micemaa sakmarisi imisTvis, rom mom-xmarebelma SeiZinos saqoneli. biZgis micemisTvis mimarTaven

fasebis Semcirebas, yidvis SemTxvevaSi premirebas, an kidev

informacias awvdian imis Taobaze, rom mocemuli konkretu-

li saqoneli momavalSi bazars aRar miewodeba.

maSasadame, komunikaciuri kampania damokidebulia po-

tenciuri myidvelis yidvisTvis mzadyofnis mdgomareobaze.

swored amis Sesabamisad ganisazRvreba myidvelisTvis mimar-



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Tvis Sinaarsi, struqtura da forma.

mimarTvis Sinaarsma aucileblad unda moizidos momxma-

rebeli. amisTvis aucilebelia mimarTvaSi xazi gaesvas saqon-

lis xarisxs da saeqspluatacio Tvisebebs, im sargebels,

romelsac miiRebs momxmarebeli saqonlis yidviT. Tu saqone-

li gankuTvnilia dabalSemosavliani momxmareblisTvis, mniS-

vnelovania xazgasma moxmarebisas mis ekonomiurobaze. mimar-

Tvis Sinaarsma gansazRvruli emociebi unda gamoiwvios mom-

xmarebelSi, rom man iyidos saqoneli an momsaxureba. SiSis,

danaSaulis an sircxvilis grZnoba, romelic xSirad Tan ax-

lavs momxmareblis informirebas, ubiZgebs mas saqonlis yid-visken.

mimarTvis struqturac did rols asrulebs sawarmos

sasargeblod momxmarebelze zemoqmedebis moxdenaSi. karg Se-

degs iZleva mimarTvis dasawyisSi yvelaze arsebiTi xasiaTis

argumentebze xazgasma.

komunikaciebs erTi didi upiratesoba aqvs, SeiZleba

informaciis miwodebisTanave ukukavSiris damyareba.specialistebi pirovnuli komunikaciebis arxebs yofen

sam jgufad: axsna-ganmartebiT-propagandistuli, eqspertul-

SefasebiTi da sazogadoebriv-sayofacxovrebo. axsna-ganmarte-

biT-propagandistul arxebSi erTmaneTTan kontaqts amyareben

sawarmos savaWro personalis warmomadgenlebi da myidvele-

bi. eqspertul-SefasebiT arxs qmnian damoukidebeli, specia-

luri codniT aRWurvili adamianebi, romlebic miznobriviauditoriis winaSe gansazRvruli gancxadebiT wardgebian. sa-

zogadoebriv-sayofacxovrebo arxSi erTiandebian mezoblebi,

megobrebi, kolegebi, ojaxis wevrebi.

pirovnebaTSorisi komunikaciebi did rols asrulebs

ZviradRirebuli saqonlis yidvis procesSi. am dros adamia-

nebi Zalian frTxiloben da riskisgan dazRvevis mizniT ma-

sobrivi informaciis saSualebebidan miRebuli informaciis



324

dazustebas cdiloben im adamianebTan, romlebic mocemul

konkretul saqonelSi erkvevian.

arapirovnuli xasiaTis komunikaciur arxebs miekuTvne-

ba masobrivi da SerCeviTi zemoqmedebis saSualebebi, specifi-

kuri atmosfero, sxvadasxva RonisZiebebi.

masobrivi da SerCeviTi zemoqmedebis saSualebebSi

Sedis beWdviTi reklama, reklama radiosa da televiziaSi,

reklama dafebisa da trafaretebis gamoyenebiT.

specifikur atmosferoSi igulisxmeba momxmarebelze

zemoqmedebis mosaxdenad specifikuri xasiaTis RonisZiebebis

Catareba, rogoricaa, magaliTad, pres-konferenciebi ama Tuim movlenasTan dakavSirebiT.

momxmareblisTvis miwodebuli informaciis zemoqmedeba

Zlieria, roca miwodebis wyaro gamoirCeva profesionaliz-

miT da wesierebiT. didi mniSvneloba aqvs, agreTve, imas, Tu

ramdenad mimzidvelad SeZlebs komunikaciuri arxi informa-

ciis miznobrivi auditoriisTvis gadacemas.

informaciis miRebis Semdeg miznobrivi auditoria iw-yebs mis aRqmas dekodirebis gziT, gamoxatavs Tavis damoki-

debulebas miwodebuli informaciis mimarT da amyarebs an

cdilos daamyaros ukukavSiri informaciis gamgzavnTan.

12.4. marketinguli komunikaciebis biujetis Sedgena

sawarmom winaswar unda gadawyvitos, Tu ra raodeno-

bis saxsrebs gamoiyenebs produqtis bazarze win wawevis Ro-

nisZiebebis dasafinanseblad. Cveulebriv am sakiTxs oTxi me-

Todis gamoyenebiT gadawyveten. es meTodebia:

1) gayidvis moculobidan procentuli wilis mixedviT

saxsrebis dadgenis meTodi;

2)

naRdi saxsrebis sazRvrebSi marketinguli komunika-



325

ciebis biujetis gansazRvis meTodi;

3) konkurentebis mixedviT marketinguli komunikacie-

bis saxsrebis dadgenis meTodi;

4)

marketinguli komunikaciebisTvis saWiro saxsrebis

sawarmos miznebisa da amocanebis safuZvelze gan-

sazRvris meTodi (ix. nax. 12.2).

nax. 14..2. marketinguli komunikaciebis biujetis SedgenismeTodebis damaxasiaTebeli niSnebi

saqonlis bazarze win wawevisTvis saxsrebis dadgena

gayidvidan procentuli wilis safuZvelze iTvaliswinebs bi-

ujetis gansazRvras wina wlis faqtiuri maCveneblebis mi-

xedviT. ase, magaliTad, Tu ualkoholo sasmelebis kompaniam

bazarze saqonlis win wawevas moaxmara 10000 lari, rac ga-

yidvis mTliani moculobis (450000 lari) 2,2%-ia, mimdina-

re wels bazarze saqonlis win wasawevad kvlav gamoiyenebs

2,2%-s. Tu sawarmo varaudobs, rom realizaciis maCvenebeli

gaizrdeba 500000 laramde, bazarze saqonlis win wasawevad

gamoiyeneba 11000 lari.



326

am meTodis mixedviT bazarze saqonlis win wawevis

saxsrebis gansazRvra martivia, magram saTanadod ver uwyobs

xels sawarmos ZiriTadi miznebis miRwevas, radgan bazarze

saqonlis win wasawevad gamoyofili saxsrebi damokidebulia

gayidvis moculobaze da ara, piriqiT. maSasadame, am meTodis

mixedviT gasaReba aris win wawevis winapiroba da ara Sede-

gi. amasTan, bazarze saqonlis win wasawevad saWiro biujeti

ar iTvaliswinebs sawarmos ganviTarebis perspeqtivebs. es me-

Todi gamoricxavs damatebiTi saxsrebis gamoyenebas saqonlis

da momsaxurebis gayidvis procesis dasaCqareblad, rac xSi-

rad aucilebeli xdeba bazarze Seqmnili situaciidan gamom-dinare. imis gamo, rom win wawevis saxsrebis moculoba da-

mokidebulia gayidvis maCvenebelebze, isini ki cvladebia, ar

xerxdeba bazarze saqonlis win wawevis saxsrebis dadgena

grZelvadian perspeqtivaSi. isic faqtia, rom mocemuli me-

Todi emyareba mxolod warsul gamocdilebas da ar iTva-

liswinebs mimdinare periodSi momxdar cvlilebebs.

bazarze saqonlis win wawevis biujetis naRdi saxsre-bis mixedviT gansazRvris meTodis Sesabamisad sawarmoebi

saxsrebs gamoyofen TavianTi SesaZleblobebis farglebSi. am

SemTxvevaSi mTlianad ignorirebulia gasaRebis moculobaze

bazarze saqonlis win wawevis RonisZiebebis gavlena. aRniS-

nulis gamo biujeti wlebis ganmavlobaSi ar icvleba, rac

uaryofiTad moqmedebs realiziciis procesze.

konkurentebis mixedviT marketingul komunikaciebzesaxsrebis gamoyofis meTods konkurentuli paritetis me-

Tods uwodeben. am meTodis ZiriTadi naklia is, rom meTodi

xels ver uwyobs konkurentuli upiratesobis mopovebas.

amasTan, erTi sawarosTvis misaRebma biujetma meore sawar-

mos SeiZleba saerTod ar Seuwyos xeli muSaobaSi. am meTo-

dis momxreTa azriT, konkurentebis danaxarjebis done asa-

xavs dargis kompaniebis xelmZRvanelTa umetesobis Sexedu-



327

lebebs, amdenad gamoxatavs dargis sibrZnes da Tan marketin-

guli komunikaciebis gamoyenebis sferoSi mwvave konkurenci-

as gamoricxavs. sxva mosazrebis Tanaxmad, sawarmoebs gan-

sxvavebuli miznebi amoZravebT da gansxvavebuli SesaZleblo-

bebi aqvT marketinguli komunikaciebis dasafinanseblad. ami-

tom konkurentebisTvis mibaZva sawarmos sargeblobas ver

moutans. maTi azriT, arc imis mtkicebulebebi arsebobs, rom

konkurentuli paritetis mixedviT Seqmnili biujeti dargSi

mwvave konkurencias gamoricxavs.

sawarmos miznebisa da amocanebis mixedviT marketingu-

li komunikaciebis biujetis gansazRvra yvelaze ufro metisargeblobis momtania sawarmosTvis. am SemTxvevaSi biujeti

ganisazRvreba imis mixedviT, Tu ris miRweva surs sawarmos

marketinguli komunikaciebis daxmarebiT. am meTodis gamoye-

neba iTvaliswinebs dazustebas im amocanebisas, romlebic un-

da gadawydes marketinguli komunikaciebis gamoyenebiT. amas-

Tan, sawarmos miznebisa da amocanebis mixedviT marketinguli

komunikaciebis biujetis gansazRvra sakmaod rTulia, radganZnelia dadgena amocanebisa, romelTa marketinguli komunika-

ciebis daxmarebiT gadawyvetamac unda uzrunvelyos sawarmos

miznebis miRweva.

12.5. marketinguli komunikaciebis saxeebi

marketinguli komunikaciebis saxeebia reklama, persona-

luri gayidva, gasaRebis stimulireba da sazogadoebasTan

urTierToba.

reklama informaciis gavrcelebis gaupirovnebeli fasi-

ani saSualebaa, romelic gamoiyeneba konkretuli auditori-

is wevrebis informirebis an darwmunebis mizniT.

reklama Soreul warsulSi warmoiSva. uZvelesi xelna-



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werebi reklamis Tavdapirvel gamoyenebaze miuTiTeben. ase,

magaliTad, Zveli romaelebi kedlebze akeTebdnen Canaxatebs,

romlebic sazogadoebas gladiatorTa brZolaze awvdidnen

informacias. TavianTi nawarmis Sesaxeb informacias aseve na-

xatebis meSveobiT avrcelebdnen finikielebic. haleoliTis

xanaSi informaciis gasavrceleblad iyenebdnen, agreTve,

skulpturebs, ornametebs. reklamis Taviseburi saxea tatui-

reba, romelic uZvelesi adamianebis ama Tu im tomis kuTvni-

lebaze, maT socialur rangze, vaJkacobasa da damsaxurebaze

miuTiTebda. samarko reklamis Canasaxs miakuTvneben damRas,

romelsac ukeTebdnen Sinaur cxovelebs da monebs. berZenimeTuneebi TavianTi xelovnebis nimuSebs safirmo niSnebiT

damRavdnen.

Semdgom periodSi daiwyes teqstobrivi reklamis gamo-

yeneba. uZveles qalaq memfisis nangrevebSi aRmoCenilia aseTi

warwera, `me, rino kunZul kviprosidan, uflis nebiT vxsni

sizmrebs.~ es, cxadia, momsaxurebis reklamirebis Tavdapirve-

li nimuSia. cnobilia berZnuli, romauli da sxva grafitebi.isini warmoadgenda sayofacxovrebo xasiaTis warweras an na-

xats, romlTac amokawravdnen Senobis kedlebze, WurWelze

da sxva nivTebze sazogadoebisTvis informaciis miwodebis

mizniT. tavernebi, skolebi, samikitnoebi, duqnebi TavianTi

saqmianobis reklamirebisTvis iyenebdnen firniSebs da maCve-

neblebs.

sakmaod didi xnis manZilze sareklamo warwerebis ga-keTeba Senobebze xelisuflebis mier ar ikrZaleboda. magram

Semdgom periodSi kedlebi TeTri saRebaviT daifara da emsa-

xureboda mxolod xelisuflebis sxvadasxva saxis brZanebu-

lebis da informaciis sazogadoebisTvis gacnobis saqmes.

mogvianebiT daiwyes sareklamo Sitebis gamoyeneba. ufro mog-

vianebiT gaCnda mqadagebelTa instituti. mqadageblebi quCaSi

dadiodnen da sazogadoebas specialurad SerCeuli sityvebiT



329

amcnobdnen sxvadasxva saxis informacias. SemdgomSi SemoRe-

buli iqna sareklamo saqmianobis maregulirebeli aqtebi.

XIV-XVII saukuneebSi dasavleT evropis zogierT qveyanaSi

SemoiRes egreTwodebuli statutebi (samTavrobo dadgenile-

bebi), romlebic saqmianobis sxva saxeebTan erTad sareklamo

saqmianobasac aregulirebdnen.

sareklamo saqmianobis ganviTareba sazogadoebis ganvi-

Tarebis da moTxovnebis paralelurad xorcieldeboda. moT-

xovnileba informaciaze biZgs aZlevda am sferos Semdgom

ganviTarebasa da srulyofas. gamoCnda axali specialobebi,

romlebic informaciis gavrcelebas emsaxurebodnen. maT baza-ze Seiqmna pirveli sareklao biuroebi.

sareklamo saqmianobis ganviTarebaSi didi roli Seas-

rula iohan gutenbergis mier sabeWdi dazgis gamogonebam

XV saukuneSi.

sareklamo saqmianoba sul ufro ixveweboda da srul-

yofili xdeboda. reklamaze gaweulma xarjebma grandiozul

masStabebs miaRwia. dReisTvis General Motors, Procter &

Gamble, AOL Time Warner, Philkip Morris da Daimler

Chryslcr reklamaze 1 mld. dolarze mets xarjaven weli-

wadSi, e.i. dReSi saSualod 3 mln. dolars. kompania Procter

& Gamble-m 1998 wels mxolod aSS-Si reklamirebisTvis

218 mln. dolari daxarja.

reklamis efeqtianoba damokidebulia sareklamo mimar-

Tvis da reklamis gavrcelebis arxebis swored da miznobri-vi auditoriis interesebis gaTvaliswinebiT SerCevaze.

saerTod reklama xasiaTdeba Semdegi niSnebiT: mas aqvs

sazogadoebrivi xasiaTi, adamianebis darwmunebis unari, gau-

pirovnebelia. reklamis sazogadoebrivi xasiaTi imis maCvene-

belia, rom produqti kanonieria da saSiSi ar aris misi

moxmareba. reklama arwmunebs adamians produqtis dadebiT

TvisebebSi da ubiZgebs misi yidvisken. reklamis gaupirovneb-



330

lobis gamo sazogadoebis arc erTi wevri ar grZnobs auci-

leblobas da pasuxismgeblobas reagireba moaxdinos miRebul

informaciaze. is aris auditoriasTan ara dialogis, aramed

monologis saSualeba.

reklamisgan gansxvavebiT personaluri gayidva momxma-

reblebTan uSualo kavSirSi gamoixateba. es kavSiri SeiZleba

damyardes myidvelisa da gamyidvelis pirispir SexvedriT,

telefonis meSveobiT, internetiT. ganviTarebuli qveynebis

gamocdileba uCvenebs, rom zogierTi kompania saerTod ar

iyenebs saqonlis bazarze win wawevis am meTods. es is kompa-

niebia, romlebic, magaliTad, safosto katalogebiT vaWro-ben. sxva kompaniebi (magaliTad, Xeros) saqonlis realizaci-

as da myidvelebTan dakavSirebas mxolod personaluri ga-

yidviT axdenen. amiT SesaZlebeli xdeba yidva-gayidvis pro-

cesSi dialogis gamarTva da myidvelisa da gamyidvelis ur-

TierTdamokidebulebis daregulireba. personaluri gayidva

momxmareblebTan xangrZlivi urTierTobis damyarebis sauke-

Teso saSualebaa. mas kidev erTi, sawarmosTvis sasargeblo,niSani aqvs. urTierTdamokidebulebis procesSi myidveli

garkveul valdebulebas grZnobs gamyidvelis winaSe, riTac

Cqardeba saqonlis realizaciis procesi. personaluri gayid-

va reklamasTan SedarebiT informaciis gavrcelebis Zvirad-

Rirebuli saSualebaa, romelic praqtikaSi vaWrobis formiT

vlindeba.

momxmareblebTan komunikaciis da saqonlis bazarze winwawevis kargi saSualebaa gasaRebis stimulireba. am SemTxve-

vaSi momxmareblebTan kontaqtis dasamyareblad gamyidvelebi

iyeneben mravalferovan saSualebebs, kerZod, premialur ga-

yidvas, konkursebs, talonebs da a.S. gasaRebis stimulirebis

saSualebebi uzrunvelyofen produqtisadmi momxmarebelTa

yuradRebis mipyrobas, maT informirebas. isini aRuZraven mom-

xmareblebs ama Tu im saqonlis yidvis survils.



331

bazarze saqonlis win wawevis procesSi did rols as-

rulebs sazogadoebrivi azri ama Tu im sawarmos Sesaxeb. sa-

zogadoebrivi azris Camoyalibeba xorcieldeba sazogadoebas-

Tan urTierTobis sistemis (Public relations) meSveobiT. am

gziT miwodebul informacias momxmarebelebi ufro obieqtu-

rad da saimedod miiCneven vidre reklamas. axali ambebis sa-

xiT miRebuli informacia met efeqts axdens sazogadoebaze.

marketinguli komunikaciis gamosayenebeli saxis arCeva

erTbaSad ar xdeba. sawarmoebi am dros aanalizeben mTel

rig faqtorebs da ise iReben saboloo gadawyvetilebas. aseT

faqtorebs miekuTvneba: bazris xasiaTi, produqtis bazarzewin wawevis strategia, myidvelis informirebis done moce-

mul konkretul saqonelze da saqonlis sasicocxlo cik-

lis etapi.

bazarze samomxmareblo saqonlis win wawevis dros Zi-

riTdi aqcenti saqonlis reklamaze keTdeba. mxolod amis

Semdeg mimarTaven gasaRebis stimulirebis saSualebebs da

personalur gayidvas. yvelaze naklebi gamoyeneba aqvs sazo-gadoebasTan urTierTobas. rac Seexeba biznessaqonls, mis ba-

zarze win wasawevad, pirvel rigSi, gamoiyeneba personaluri

gayidva da mxolod amis Semdeg gasaRebis stimulireba, rek-

lama da sazogadoebasTan urTierToba. saerTod, personalur

gayidvas yvelaze aqtiurad iyeneben Zvirfasi saqonlis mom-

xmareblamde mitanis procesSi. es sulac ar niSnavs imas,

rom biznessaqonlis realizaciaSi reklama naklebad mniSvne-lovania. marTalia, gamoyenebis sixSiriT da xarjebis odeno-

biT reklamas personaluri gayidva aWarbebs, misi roli ma-

inc arsebiTia. praqtikuli mdgomareobis analizi uCvenebs,

rom reklamis da personaluri gayidvis kompleqsuri gamoye-

nebiT saqonlis gayidvis moculoba izrdeba. igive SeiZleba

iTqvas samomxmareblo saqonlis Sesaxeb momxmareblisTvis in-

formaciis miwodebis procesSi personaluri gayidvis gamoye-



332

nebaze.

imis mixedviT, Tu bazarze saqonlis gatanis da reali-

zaciis procesSi romel strategias iyenebs sawarmo, gansxva-

vebulia gamoyenebuli marketinguli komunikaciis saSualebe-

bi. saqonlisTvis biZgis micemis strategia xorcieldeba sa-

vaWro personalis gamoyenebiT. mwarmoeblebis gasaRebis qve-

danayofis TanamSromlebi TavianT saqonels agresiuli poli-

tikiT Tavs axveven, ZiriTadad, sabiTumo vaWrobis TanamSrom-

lebs, isini, Tavis mxriv, sacalo vaWrobis TanamSromlebs,

romelTa zamoqmedebis obieqti momxarebelia. momxmarebelTa

mozidvis strategia upiratesad reklamas da momxmarebelTastimulirebas emyareba. am SemTxvevaSi marketinguli komuni-

kaciebis mizani moTxovnis Camoyalibebaa.

saqonlis sayidlad myidvelis mzadyofnis xarisxic ax-

dens gavlenas marketinguli komunikaciebis SerCevaze. mom-

xmareblisTvis produqtis gacnobis etapze ZiriTad rols

reklama da sazogadoebasTan urTierToba asrulebs. momxma-

reblis rwmenis Camoyalibebis procesSi mTavari personalu-ri gayidvaa. Tavisi mniSvnelobiT meorea reklama.

sasicocxlo ciklis sxvadasxv etapze marketinguli

komunikaciis sxvadasxva saSualeba asrulebs wamyvan rols.

bazarze saqonlis danergvis etapze ufro mniSvnelovania

reklamireba da sazogadoebasTan urTierToba. am dros gasa-

Rebis stimulirebis saSualebebs iyeneben momxmareblisTvis

saqonlis yidvisken biZgis misacemad. garkveul rols asru-lebs personaluri gayidvac.

XII TavSi gamoyenebuli marketinguli terminebi:

marketinguli komunikaciebi

integrirebuli marketinguli komunikaciebi



333

marketinguli komunikaciebis kompleqsi

reklama

gasaRebis stimulireba

sazogadoebasTan urTierToba

personaluri gayidva

komunikaciuri procesi

komunikaciuri procesis etapebi

informaciis kodireba

informaciis dekodireba

marketinguli komunikaciebis biujeti

biujetis dadgenis konkurentuli paritetis meTodi

reziume

produqtis bazarze win waweva marketingis kompleqsis

mniSvnelovani elementia. ZiriTad saSualebebs, romelTa meS-

veobiTac xdeba sawarmosa da misi produqtis Sesaxeb infor-maciis momxmareblamde mitana, miekuTvneba reklama, gasaRebis

stimulireba, sazogadoebasTan urTierToba da personaluri

gayidva. isini erTad aRebuli Seadgenen marketinguli komu-

nikaciebis kompleqss, romelsac bazarze saqonlis win wawe-

vis kompleqssac uwodeben.

momxmarebelze efeqtianad zemoqmedebisTvis aucilebe-

lia sxvadasxva wyarodan miRebuli Setyobinebebis koordina-cia momxmareblis mier romelime Setyobinebis ugulebelyo-

fis Tavidan asacileblad. aRniSnuli miiRweva integrirebu-

li marketinguli komunikaciebis sistemis gamoyenebiT. in-

tegrirebul marketingul komunikaciebSi igulisxmeba momxma-

rebelze mizanmimarTulad moqmedi, unificirebuli, mastimu-

lirebeli Setyobinebis misaRebad ganxorcielebuli, yvela

saxis saqmianobis koordinacia.



334

informaciis momxmareblebisTvis miwodeba iRebs komuni-

kaciuri procesis saxes. komunikaciuri procesi oTxi etapi-

sagan Sedgeba. pirvel etapze informaciis gamgzavni iRebs ga-

dawyvetilebas gadasacem informaciaze. meore etapze xdeba

SerCeuli informaciis kodireba. amis Semdeg kodirebul in-

formacias miecema mimarTvis forma da gadaecema sainforma-

cio arxs. bolo etapze informacias iRebs daniSnulebis

obieqti, romelic mis dekodirebis da aRqmis Semdeg sxvadas-

xva formiT exmaureba informaciis gamgzavns.

marketinguli komunikaciebis damyarebis procesSi sa-

warmoebi iReben gadawyvetilebas komunikaciebis dasafinanseb-lad saWiro saxsrebis moculobasTan dakavSirebiT. ganasxva-

veben marketinguli komunikaciebis saxsrebis gansazRvris

oTx meTods: saxsrebis dadgena produqtis gayidvis mocu-

lobidan procentuli wilis mixedviT, saxsrebis gansazRvra

naRdi saxsrebis sazRvrebSi, saxsrebis dadgena konkurente-

bis danaxarjebis Sesabamisad da saxsrebis gansazRvra komu-

nikaciis miznebisa da amocanebis safuZvelze.



335

Tavi 13. integrirebuli marketinguli

komunikaciebi: reklama, gasaRebis

stimulireba, sazogadoebasTan

urTierToba

XIII Tavis swavlebis miznebi


1) reklamis saxeebisa da gavrcelebis arxebis CamoT-

vla da daxasiaTeba.

2) sareklamo mimarTvis Sedgenis da gavrcelebis me-

qanizmis Camoyalibeba.

3) gasaRebis stimulirebis saSualebebis daxasiaTeba

obieqtebis mixedviT.

4) sazogadoebasTan urTierTobis sistemis muSaobis

meqanizmis daxasiaTeba sawrmoebSi.

13.1. reklamis saxeebi

reklama iyofa or ZiriTad saxed: produqtis reklama

da prestiJuli reklama.

produqtis reklama sazogadoebisTvis saqonlisa da

momsaxurebis Sesaxeb informaciis miwodebis formaa,

romlis mizanicaa momxmareblis mier saqonlis yidva.

prestiJuli reklama miznad isaxavs sawarmos, dargis

imijis Camoyalibebas mTel sazogadoebaSi, rac, Tavis mxriv,

ganapirobebs produqtis gayidvas da momgebianad muSaobas.

ase, rom, farTo gagebiT, orive saxis reklmis mizani pro-

duqtis realizacia da mogebis miRebaa. calke gamoyofen in-

stituciur reklamas, romlis miznicaa arakomerciuli orga-

nizaciebis, kompaniebis, dargis, adamianis, geografiuli adgi-

lis an samTavrobo saagentos reputacis Seqmna sazogadoeba-



336

Si. reklamis es saxe xSirad dakavSirebulia sazogadoebasTan

urTierTobis sistemasTan.

prestiJuli anu korporaciuli reklama emyareba ro-

gorc imave saSualebebs da xerxebs, rasac produqtis rek-

lama, ise specifikur saSualebebsa da xerxebs. maT miekuT-

vneba sawarmos saqvelmoqmedo aqciebSi monawileoba da mis

mier sxvadasxva saxis daxmarebebis aRmoCena socialur-kul-

turuli dawesebulebebisTvis.

reklamis specifikuri saxea sazogadoebisTvis cnobili

pirebis (sportsmenebis, msaxiobebis...) gamoyeneba reklamire-

bis procesSi. iaponiaSi reklamireba, ZiriTadad, sazogadoe-bisTvis cnobili adamianebis monawileobiT xorcieldeba.

isini arian rogorc iaponeli, ise ucxoeli varskvlavebi.

cnobili adamianebis sareklamo mimarTvaSi gamoyeneba xSirad

produqtis maRal xarisxTan aris asocirebuli. ufro xSi-

rad reklamirebaSi iyeneben sportsmenebs. ase, magaliTad,

kompania `yazbegma~ civi Cais reklamirebisas gamoiyena cnobi-

li qarTveli sportsmenebi. iaponiis bazarze amerikuli sa-qonlis reklamirebis procesSi gamoyenebul cnobil adamia-

nebs Soris arian msaxiobebi harison fordi, judi fosteri

da sxvebi. ganviTarebul qveynebSi cnobili adamianebis rek-

lamebSi gamoyeneba sawarmoebis mxridan did xarjebTan aris

dakavSirebuli. xSirad varskvlavebs kompaniebi milionobiT

dolarzec ki uformeben xelSekrulebebs reklamaSi monawi-

leobisTvis.sazogadoebisTvis cnobili adamianebis sareklamo mi-

marTvebSi gamoyeneba xels uwyobs saqonlis cnobadobis do-

nis amaRlebas, rac aCqarebs bazarze saqonlis win wawevis

process.

dasaxuli miznebisa da amocanebis mixedviT ganasxvave-

ben sainformacio, damarwmunebel da Semxsenebel reklamas.



337

sainformacio reklama gamoiyeneba produqtis sasicoc-

xlo ciklis danergvis etapze. misi gamoyenebiT xorcieldeba

Tavdapirveli moTxovnis Camoyalibeba saqonelze, momsaxure-

baze, ideaze, organizaciasa da samuSao Zalaze. am saxis rek-

lamiT sazogadoebas miewodeba informacia saqonelsa da mis

fasze, saqonlis gamoyenebis wesze, damatebiTi momsaxurebis

formebze da a.S. aseTi informaciis miwodebiT momxmarebels

uyalibdeba dadebiTi Sexeduleba produqtsa da mis mwarmoe-

bel sawarmoze. informacia, ZiriTadad, macdunebeli xasiaTi-

saa da momxmarebls saqonlis yidvisken ubiZgebs.

damarwmunebeli an rCevis mimcemi reklamis mizaniaproduqtze moTxovnis amaRleba da bazarze produqtisTvis

konkurentuli upiratesobis uzrunvelyofa. am saxis rekla-

ma gamoiyeneba, upiratesad, produqtis sasicocxlo ciklis

zrdis da simwifis etapebze.

damarwmunebeli reklamis saxesxvaoba SedarebiTi rek-

lamaa. SedarebiTi reklamis gamoyenebis dros kompania Tavis

saqonels udarebs sxva sawarmos saqonels pirdapir da ara-pirdapir. am saxis reklamis gamoyenebis Sedegia kompaniaTa

urTierTdadanaSauleba momxmarebelTa dabnevaSi.

Semxsenebeli reklamis gamoyeneba gansakuTrebiT mniS-

vnelovania produqtis sasicocxlo ciklis simwifis etapis

dasasruls da dacemis etapze. Semxsenebeli reklamis mizania

produqtis bazarze arsebobis Sexseneba momxmareblisTvis da

ara momxmareblis informireba an misi darwmuneba SeiZinosesa Tu is saqoneli. Semxsenebeli reklama did rols asru-

lebs sezonuri warmoebisa da moxmarebis saqonlis realiza-

ciis procesSi. sezonTaSoris periodSi am saxis reklamiT

SesaZlebelia momxmareblis cnobierebaSi saqonelze informa-

ciis SenarCuneba.

specialistebis SexedulebiT sainformacio reklama

yvelaze karg Sedegs iZleva produqtis sasicocxlo ciklis



338

sawyis etapebze, xolo Semxsenebeli reklama bolo etapze.

damawmunebeli reklamis gamoyeneba erTnairi warmatebiTY Se-

iZleba mTeli sasicocxlo ciklis manZilze.

13.2. reklamis gavrcelebis arxebi

sareklamo miznebis miRweva uSualod ukavSirdeba rek-

lamis gavrcelebis arxebis SerCevas. sareklamo arxi auci-

leblad unda Seesabamebodes sareklamo mimarTvas.

reklamis gavrcelebis ZiriTad arxebs miekuTvneba:1) gazeTebi;

2) Jurnalebi;

3) televizia;

4) radio;

5) fosta;

6) stendebi, plakatebi, maRaziis abrebi, satranspor-

to saSualebebi;

7) interneti.

reklamis gavrcelebis yovel arxs aqvs Tavisi upira-

tesobebi da naklovanebebi (ix. cxrili 13.1.), rac ubiZgebs

sawarmoebs reklamis gasavrceleblad erTdroulad ramdenime

arxis gamoyenebisken.

saqarTveloSi reklamis gasavrceleblad, SeiZleba iT-

qvas, yvelaze farTod, gazeTebi gamoiyeneba. gazeTebSiqveyndeba sacalo vaWrobis reklamebis ZiriTadi nawili. ga-

zeTebis meSveobiT momxmarebels sTavazoben mravalricxovan

saqonels, awvdian informacias fasebis cvlilebebze, Camofa-

sebebze. gazeTebSi reklamis ganTavseba sxva arxebTan Sedare-

biT iafi da xelmisawvdomia bevri iuridiuli da fizikuri

pirisTvis. gazeTebis umetesoba sakmaod did adgils gamo-

yofs reklamebis gansaTavseblad.



339

cxrili 13.1.

reklamis gavrcelebis arxebis ZiriTadi maxasiaTeblebi

reklamis gav-rcelebis arxebi

upiratesobebi naklovanebebi

1 2 3

gazeTebi gamosvlis Tavisdrouloba da gan-sazRvruli perioduloba; sayovel-Tao aRiareba da ndoba; sareklamogancxadebis ganTavsebis SesaZleb-

loba;sareklamo gancxadebis ganTavsebisSedarebiT dabali Rirebuleba.

arsebobis mcire dro;SemTxveviTi mkiTxvelebismcire raodenoba;sareklamo gancxadebebis

dizainis dabali xarisxi;auditoriasTan Sexebismcire periodi.

Jurnalebi sicocxlis xangrZlivi periodi;dizainis maRali done;;kargi reputacia; auditoriasTanganmeorebiT Sexebis SesaZlebloba;SemTxveviTi mkiTxvelebis meti ra-odenoba.

naklebi moqniloba;SedarebiT maRali fasi;gavrcelebis arealis Sez-Ruduloba.

televizia auditoriis farTod momcvelobis

unari;Zlier zemoqmedeba miznobriv audi-toriaze;prestiJuloba;reklamis ganmeorebadoba.

maRali Rirebuleba;

droSi gansazRvruloba;miznobrivi auditoriisarCevanis SezRuduloba;auditoriasTan kontaqtiswamieri xasiaTi.

radio siiafe;moqniloba;gavrcelebis didi areali.

arsebobis xanmokle perio-di;auditoriaze zemoqmedebisperioduloba;auditoriasTan kontaqtisdamyareba.

fosta moqniloba;miwodebuli informaciis sisrule;Setyobinebis personalizaciis Se-saZlebloba;informaciis miwodebis siswrafe;konkurenciis ararseboba.

maRali xarjebi;momxmarebelTa gaRizianebada miRebuli informaciTdauntereseblobis maRalidone.

gare reklama

(maRaziis abrebi,

plakatebi, sten-

debi, reklama

satransporto

dabali xarjebi da Sesabamisad da-

bali Rirebuleba;

ganmeorebiTi kontaqtebis mraval-

ricxovneba;

susti konkurencia;

konkretuli auditoriis

SerCevis SesaZleblobis

SezRuduloba;

dabali fasebi; Semoqmede-

biTi midgomis SezRudu-



340

saSualebebSi) damaxsovrebis maRali done. loba.

interneti ormxrivi kavSiris SesaZlebloba;

dabali xarjebi;

auditoriis momcvelobis maRali

done da siswrafe;moqniloba.

arCevanis gakeTebis SezRu-

duloba;geografiuli

TvalsazrisiT araerTgav-

rovnad ganawilebuli au-ditoria.

amasTan, gamodis specialuri sareklamo gazeTebic. sagazeTo

reklama saSualebas aZlevs mkiTxvelebs ganmeorebiT, zogjer

ki ramdenjermec, gadaikiTxon sareklamo gancxadebebi. sagaze-

To reklama garkveuli SezRudulobebiTac xasiaTdeba. jer

erTi, gazeTebis umetesoba iyideba erT dReSi, ris gamoc sa-reklamo gancxadebebis arsebobis dro, da Sesabamisad sicoc-

xlisunarianobac, xanmoklea. mcirea sareklamo gancxadebeb-

Tan momxmareblis kontaqtis periodi, radgan gazeTebs, Ziri-

Tadad, drois mokle monakveTSi kiTxuloben.

gazeTebTan SedarebiT Jurnalebis sicocxlis xan-

grZlivoba metia. Jurnalebic, gazeTebis msgavsad, gansaz-

Rvruli periodulobiT gamodis. aris yovelkvireuli, yo-velTviuri da yovelkvartaluri Jurnalebi. YJurnalebi

vrceldeba did teritoriaze da kargi reputaciiTac sargeb-

lobs sazogadoebaSi. SemTxveviTi mkiTxvelebi Jurnalebs ga-

zeTebTan SedarebiT meti hyavs. Jurnalebis dizaini, umetes

SemTxvevaSi, maRali xarisxisaa. JurnalebSi ganTavsebuli sa-

reklamo gancxadebebis auditoriasTan Sexeba ramdenjerme

xdeba. amasTan, Jurnalebi gazeTebTan SedarebiT naklebad

moqnilia, radgan informaciis JurnalebSi ganTavsebisa da

auditoriasTan misi Sexebis dro xangrZlivia. JurnalebSi

reklamis ganTavseba gazeTebTan SedarebiT Zviria.

biznesmenebisTvis Jurnalebi iyofa or jgufad: samom-

xmareblo Jurnalebi da biznes-Jurnalebi. samomxmareblo

Jurnalebi gankuTvnilia farTo sazogadoebisTvis, biznes-

Jurnalebi ki, ZiriTadad, specialistebisTvis. amis Sesabami-

sad, gansxvavebulia samomxmareblo da biznesproduqtebis



341

reklamirebis meqanizmic. samomxmareblo produqtebis Sesaxeb

reklamebs ganaTavseben samomxmareblo JurnalebSi, biznes-

produqtebisas ki Sesabamisi profilis JurnalebSi. biznes-

JurnalebSi qveyndeba im samomxmareblo produqtebis rekla-

mebic, romeli produqtebis moxmarebisTvis aucilebelia Se-

sabamisi profilis specialistebis konsultacia. aseTia, ma-

galiTad, receptiT gasayidi samkurnalo saSualebebi.

JurnalebSi reklamis ganTavsebisas unda Seusabamon

erTmaneTs, erTi mxriv, reklamirebis miznebi da, meore

mxriv, Jurnalebis tiraJi, reklamis ganTavsebis Rirebuleba,

Jurnalebis gamosvlis perioduloba. mTlianobaSi reklamisSemqmnelebi Jurnalebs afaseben saimedoobis, prestiJulobis,

dizainis donis, gamosvlis periodulobis mixedviT.

sazogadoebaSi didi popularobiT da prestiJulobiT

sargeblobs satelevizio reklama. amis mizezi aris is upi-

ratesobebi, romlebic satelevizio reklamas axasiaTebs. sa-

televizio reklamis upiratesobebs miekuTvneba: auditoriis

farTod momcvelobis unari; informaciis miwodebis SesaZ-lebloba rogorc adgilobrivi, ise nacionaluri bazrebis-

Tvis; Zlieri zemoqmedeba miznobriv auditoriaze gamosaxu-

lebis, xmis da moZraobis kombinaciiT; xazgasma firmis pres-

tiJulobaze; informaciis ramdenjerme miwodebis SesaZleb-

loba.

dadebiT mxareebTan erTad televiziiT reklamireba xa-

siaTdeba Semdegi naklovanebebiT: maRali Rirebuleba; rekla-mirebis mkacrad gansazRvruli dro; miznobrivi auditoriis

SerCevis SesaZleblobebis SezRuduloba; auditoriasTan sa-

reklamo kontaqtis minimaluri dro (wamieri xasiaTi); sae-

Tero drois reklamebiT gadatvirTva.

televiziasTan SedarebiT bevrad ufro iafia reklama

radioSi. radio gansakuTrebiT popularulia yvelaze uaxle-

si ambebis gasavrceleblad. misi meSveobiT SesaZlebelia in-



342

formaciis sazogadoebisTvis miwodeba uSualod samuSao ad-

gilze, mgzavrobisa da mogzaurobis dros. radioreklama, Zi-

riTadad, gamoiyeneba lokalur bazrebze, Tumca ukanasknel

wlebSi misi gamoyenebis masStabebi globalur bazrebzec iz-

rdeba. reklama radioSi xasiaTdeba moqnilobiT.

amasTan radioreklamas axasiaTebs naklovanebebi, ker-

Zod: radioreklama zemoqmedebs mxolod smenis organoebze,

gansxvavebiT satelevizio reklamisgan, ris gamoc auditori-

is mozidvis SesaZleblobebi naklebi aqvs; zemoqmedeba miz-

nobriv auditoriaze xdeba periodulad da Tanac Zalian

mokle drois manZilze.fostac garkveul rols asrulebs reklamis gavrcele-

baSi. misi meSveobiT miznobriv auditorias ugzavnian bukle-

tebs, katalogebs, safosto baraTebs da sxva saxis sainfor-

macio masalas. safosto reklama miznobrivi auditoriis

personalizaciis SesaZleblobas iZleva, es misi upirateso-

baa reklamis gavrcelebis sxva saSualebebTan SedarebiT.

fostis meSveobiT sruli informacia swrafad miewodeba miz-nobriv auditorias. magram dadebiT mxareebTan erTad safos-

to reklamasac aqvs naklovanebebi. miznobriv auditoriasTan

kontaqtis damyarebisTvis saWiro xarjebi maRalia. miwode-

buli informaciis sakmaod did nawils adresatebi ar kiTxu-

loben, ris gamoc fostiT gagzavnil Setyobinebebs aSS-Si

zogi `makulaturul fostas~, zogic `sanagve fostas~ uwo-

debs. amerikeli respondentebis sakmaod didi nawili Tvlis,rom maT `sanagve fosta~ ufro aRizianebT, vidre telemarke-

tingi.

reklamis gavrcelebis yvelaze uZvelesi saSualeba ga-

re reklamaa. masSi Sedis maRaziis abrebi, plakatebi, stende-

bi, reklama satransporto saSualebebis salonSi da satran-

sporto saSualebebze garedan. tradiciuli gare reklama

xorcieldeboda SitebiT, stendebiT, plakatebiT, gare gana-



343

TebebiT. SemdgomSi mas daemata reklama satransporto saSua-

lebebis gamoyenebiT.

gare reklamas aqvs bevri upiratesoba: is aris komuni-

kaciis operatiuli saSualeba, romelic uzrunvelyofs in-

formaciis swrafad da martivi formiT miwodebas miznobrivi

auditoriisTvis. gare reklama reklamis sxva saSualebebTan

SedarebiT sawarmoebs iafi ujdebaT. gare reklamasTan kon-

taqti momxmareblebs ramdenjerme uwevT, riTac Zlierdeba

misi zemoqmedebis Zala.

amasTan, gare reklama garkveuli SezRudulobebiT da

naklovanenebiT xasiaTdeba. maT miekuTvneba: gare reklamisregulireba kanondeblobiT, rac saSualebas ar aZlevs biz-

nesmenebs TviTneburad ganaTavson sareklamo Sitebi da pla-

katebi maTTvis xelsayrel adgilze; gare reklamis damokide-

buleba garemo pirobebze – Tu sworad ar SeirCeva gare

reklamis saSualebebis ganTavsebis foni, is saTanadod ver

imoqmedebs miznobriv auditoriaze; gare reklamasTan kontaq-

ti momxmarebels mcire drois manZilze aqvs, amitom cdilo-ben reklamis Semqmnelebi advilad dasamaxsovrebeli eqspozi-

ciebis Seqmnas da mokle warwerebis gakeTebas.

Tanamedrove teqnologiebis pirobebSi gare reklama ki-

dev ufro daixvewa da srulyofili gaxda. dRes momxmare-

belTa yuradRebas ipyrobs Sitebi cifruli ekranebiT, anima-

ciebiT. dainerga reklamireba lazeruli gamosaxulebebiT.

ganviTarebul qveynebSi momxmarebelTa didi nawiliupiratesobas aniWebs internetSi reklamirebas. erT-erTi ga-

mokvlevis mixedviT, romelic aSS-Si Catarda, dadginda, rom

momxmarebelTa 57%-s urCevnia saqonlisa da momsaxurebis

Sesaxeb informaciis internetSi moZieba.



344

13.3. sareklamo mimarTvis Sedgena

sawarmoebi sazogadoebas marketingul Setyobinebas aw-

vdian sareklamo kampaniis meSveobiT. sareklamo kampaniaSi

igulisxmeba urTierTdakavSirebuli sareklamo masalebis er-

Toblioba, romelic drois gansazRvrul periodSi sxvadas-

xva sainformacio saSualebebiT miewodeba sazogadoebas.

sareklamo kampaniis ganxorcieleba moiTxovs garkveu-

li gadawyvetilebebis miRebas. es gadawyvetilebebi moicavs

sareklamo miznebis dadgenas, reklamis biujetis gansaz-

Rvras, sareklamo mimarTvis Sedgenas, sareklamo mimarTvisauditoriisTvis misawodeblad saSualebebis SerCevas, sarek-

lamo mimarTvis auditoriisTvis miwodebas, reklamis Sedege-

bis Sefasebas (ix. nax. 13 1.).

sareklamo miznebis dadgena ganixileba rogorc sarek-

lamo kampaniis winaetapi, romlis drosac reklamis miznebis

Sesabamisad gansazRvaren amocanebs. reklamis miznebi SeiZle-

ba iyos: momxmareblebis da saerTod mTeli sazogadoebis in-formireba bazarze axali saqonlis gamotanasTan dakavSire-

biT da am safuZvelze pirveladi moTxovnis Camoyalibeba;

momxmareblis darwmuneba mocemuli konkretuli saqonlis

konkurentunarianobaSi da misi yidvisken biZgis micema; ama

Tu im saqonlis bazarze arsebobis Sexseneba momxmareblisT-

vis. axali saqonlis bazarze gamotanis momentSi momxmare-

belTa informirebisTvis saWiroa Semdegi amocanebis gadaw-yveta: axali saqonlis bazarze gamotanasTan dakavSirebiT

informaciis miwodeba; momxmareblebisTvis bazarze arsebuli

saqonlis gamoyenebis axali xerxebis SeTavazeba; fasebis mo-

salodneli cvlilebebis Sesaxeb informaciis miwodeba; mom-

saxurebis axali saxeebis Sesaxeb informaciis miwodeba; sa-

warmosa da saqonlis Sesaxeb dadebiTi informaciis gavrce-

lebiT maTi reputaciis Seqmna sazogadoebaSi.



345

momxmareblis darwmunebas uzrunvelyofs iseTi amoca-

nebis gadawyveta rogoricaa: momxmareblebSi ama Tu im sa-

qonelze konkurentebTan SedarebiTY upiratesobis grZnobis

Camoyalibeba; momxmareblis darwmuneba axali saqonlis SeZe-

nax. 13.1. reklamirebis procesi

sareklamo

biznesis

dagegmva

-

momxmareblis

informireba;

- momxmareblisdarwmuneba

saqonlis yidvis

aucileblobaSi;

- saqonlis bazarze

arsebobisSexseneba

momxmareblisTvis.

reklamis

biujetis

gansazRvra

-

biujetis gaanga-

riSebisaTvismeTodis arCeva;

-

biujetis gaanga-

riSeba SerCeulimeTodis gamoyene-

biT.

sareklamo

mimarTvis

Sedgena

-

ideis gansazRvra;

- ideis Sesabamisadsareklamo mimar-

Tvis variantebis

Sedgena;-

Sedgenili varian-

tebidan optima-

luri arCeva

rekmais Sedgenis

Sefaseba

-

reklamis ekonomi-kuri Sedegebis

dadgena;

- moTxovnilebebiswarmoqmnis mdgo-

mareobis gansaz-

Rvra saqonlisad-

mi damokidebule-bis garkveva mom-

xmareblebSi.

sareklamo mi-

marTvis audito-

riisaTvis miwo-

deba

-

reklamis ganvi-

Tareba sareklamo

matarebelSi;-

reklamis sazoga-

doebisaTvis gada-

cema.

reklamis

matareblis

SerCeva

-

Jurnal-gazeTebi;

radio-televizia;

stendebi da a.S.



346

nis aucileblobaSi; momxmareblis mier axali saqonlis aR-

qmis procesze aqtiuri zemoqmedeba sxvadasxva xerxiT, sa-

warmosTvis misaRebi mimarTulebiT.

tradiciuli saqonlis bazarze arsebobas momxmarebels

sawarmo Seaxsenebs Semdegi gzebiT: momxmarebels miuTiTebs

imis Taobaze, rom uaxloes xanSi mas dasWirdeba esa Tu is

konkretuli dasaxelebis saqoneli; momxmarebels miawvdis

informacias tradiciuli saqonlis gayidvis adgilTan dakav-

SirebiT; sezonuri warmoebisa da moxmarebis saqonlis Sesa-

xeb momxmarebels periodulad miawvdis informacias.

sareklamo biujetis dadgenisTvis gamoiyeneba igive me-Todebi, romlebic gamoiyeneba zogadad bazarze saqonlis win

wawevis dros, radgan reklama bazarze saqonlis win wawevis

ZiriTadi elementia. oTxi meTodidan, - gayidvis moculobi-

dan procentuli wilis mixedviT reklamis saxsrebis dadge-

na, naRdi saxsrebis sazRvrebSi reklamirebisTvis fiqsirebu-

li sididis gansazRvra, konkurentuli paritetis meTodi,

sawarmos miznebisa da amocanebis mixedviT reklamaze saxsre-bis gamoyofa, - sawarmo irCevs mocemul momentSi misTvis

yvelaze misaReb meTods.

amis Semdeg iwyeba muSaoba sareklamo strategiis Seq-

mnaze, rac, Tavis mxriv, iTvaliswinebs sareklamo mimarTvis

Seqmnas da reklamis matareblebis SerCevas.

sareklamo mimarTvis Seqmna da momxmareblamde mitana

ar aris martivi procesi, radgan swored sareklamo mimar-Tvis Sinaarssa da dizainzea damokidebuli, ZiriTadad, mom-

xmareblis mozidva saqonlis sayidlad.

sareklamo mimarTvis Sedgena iwyeba ideebis moZiebiT

imis Taobaze, Tu ra saxiT miewodeba informacia momxmare-

bels. ideebis wyaro SeiZleba iyos momxmarebeli, Suamavali,

konkurenti, eqsperti.



347

ideebis Sesabamisad qmnian sareklamo mimarTvis varian-

tebs. sareklamo mimarTvis damuSavebuli variantebidan Seir-

Ceva is varianti, romelic yvelaze ukeTesad Seesabameba sa-

warmos miznebs.

sareklamo mimrTvis Sedgena ar aris advili. is auci-

leblad profesionalma unda Seqmnas. profesionali SeZlebs

reklamirebis obieqti daaxasiaTos momxmareblis poziciidan.

am mizniT is gamoiyenebs produqtis samomxmareblo Tvisebebs,

rac mocemuli konkretuli produqtiT momxmarebls daainte-

resebs da daaCqarebs realizaciis process. ar aris swori

sareklamo mimarTvaSi produqtis gadaWarbebuli qeba. eseWvs badebs momxmareblebSi miwodebuli informaciis obieq-

turobaze. magram arc is iqneba swori, Tu sareklamo mimar-

TvaSi xazi gaesmeba produqtis momxmareblisTvis dafarul

naklovanebebs. sareklamo mimarTva, iqneba is werilobiTi Tu

vizualuri, aucileblad unda Seesabamebo-

des mocemuli konkretuli sazogadoebis ganviTarebis dones.

sareklamo mimarTvis zemoqmedebis xasiaTi damokidebu-lia ara mxolod imaze, Tu ra aris masSi naTqvami, aramed

imazec Tu rogor aris naTqvami. sareklamo mimarTvam auci-

leblad unda miizidos momxmarebeli da gauRviZos mas inte-

resi produqtis mimarT. amis miRweva SesaZlebelia reklama-

Si advilad dasamaxsovrebeli da produqtisadmi yuradRebis

misapyrobi sityvebis gamoyenebiT, rac mxolod SemoqmedebiTi

unaris mqone adamianebs SeuZliaT. reklamis Semqmnelebma sa-Tanado yuradReba unda gaamaxvilon, agreTve, sareklamo mi-

marTvis zomebsa da masSi gamoyenebul ferebze. rogorc wesi,

didformatian sareklamo gancxadebebs ufro advilad imax-

sovrebs momxmarebeli. feradi ilustraciebic ufro Zlier

gavlenas axdens momxmarebelze vidre Sav-TeTri.

reklamirebis procesis Semdeg etapze reklamis Semqmne-

lebi irCeven sareklamo mimarTvis gavrcelebis saSualebebs.



348

f. kotleris azriT, sareklamo mimarTvis gavrcelebis saSu-

alebebis SerCeva unda moxdes Semdegi TanmimdevrobiT: gadaw-

yvetilebebis miReba auditoriis momcvelobis masStabebis,

reklamis ganmeorebadobis sixSiris da zemoqmedebis siZlie-

ris Taobaze; informaciis gavrcelebis ZiriTadi saSualebe-

bis arCeva; reklamis konkretuli matareblebis SerCeva; sa-

reklamo saSualebebis gamoyenebis grafikis dadgena.

sareklamo mimarTvis gavrcelebis saSualebebis SerCe-

vis Semdeg, reklamis Semqmnelebi iwyeben muSaobas sareklamo

mimarTvis gansaTavseblad. reklamirebis procesis mocemul

etapze sawarmoebi (Tu TviTon qmnian sareklamo mimarTvas)ukavSirdebian SerCeuli sareklamo saSualebiT xelmZRvane-

lobas da aTanxmeben masTan reklamirebis dros, Rirebulebas,

periods. amis Semdeg sareklamo mimarTva miewodeba miznobriv

auditorias.

reklamirebis bolo etapze aucileblad unda Sefasdes

reklamis efeqtianoba. am dros adgenen reklamis ekonomikur

Sedegebs, moTxovnilebebis warmoqmnis mdgomareobas, momxma-reblebis saqonlisadmi damokidebulebas, sxva sityvebiT,

afaseben reklamis ekonomikur da komunikaciur efeqtianobas.

reklamis ekonomikur efeqtianobas savaWro efeqtianobasac

uwodeben.

reklamis ekonomikuri efeqtianobis gazomva ar aris

advili, vinaidan saqonlis gasaRebaze reklamis garda sxva

faqtorebic zemoqmedeben. magram sawarmoebi reklamis ekono-mikur efeqtianobas mainc angariSoben. am mizniT saqonlis ga-

yidvis moculobas adareben reklamaze gaweuli danaxarjebs

drois gansazRvruli periodisTvis. Tumca miRebuli Sedegebi

mxolod miaxloebiT asaxaven reklamis realur wvlils ga-

saRebis procesis daCqarebaSi.

reklamis ekonomikuri efeqtianobis maCveneblebis gaan-

gariSebis sirTulis gamo, praqtikaSi sul ufro xSirad an-



349

gariSeben reklamis komunikaciur efeqtianobas. am meTods

teqstebis gamocdas uwodeben. sareklamo mimarTvebis gamoc-

da SeiZleba moxdes maT gamoqveynebamdec da gamoqveynebis

Semdegac. e.i. SeiZleba Catardes reklamis winaswari da Sem-

dgomi testireba.

sareklamo mimarTvis winaswari teqstireba gamoiyeneba

reklamis mosalodneli efeqtianobis Sesafaseblad manam, sa-

nam sareklamo mimarTva ganTavsdeba SerCeul sareklamo sa-

SualebaSi. am meTodis erT-erTi ZiriTadi upiratesoba is

aris, rom reklamis efeqtianoba fasdeba sareklamo masalis

damuSavebamde, riTac Tavidan icileben zedmet da araefeqti-an xarjebs.

sareklamo mimarTvis winaswari testirebisTvis ganviTa-

rebul qveynebSi bevr meTods iyeneben, kerZod, fokus-jgu-

febs afasebineben reklamis savaraudo variantebs, radio da

satelevizio sareklamo masalebis Sesafaseblad studiaSi

iwveven momxmareblebs, adamianebs sTxoven mxolod reklamis

gavleniT yovelgvari markirebis gareSe airCion produqtebida a.S.

sareklamo mimarTvis Semdgomi testireba xdeba imis

Semdeg, rac is ganTavsdeba sareklamo arxSi da gadaecema au-

ditorias. Semdgomi testireba mniSvelovanwilad gansaz-

Rvravs momavali reklamis beds da xels uwyobs sareklamo

kampaniis programis koreqtirebas.

sareklamo mimarTvis Semdgomi testirebis procesSiramdenime meTodi gamoiyeneba, kerZod: saubris dros adamia-

nebs, romlebic gaecvnen sareklamo teqstebs konkretul

JurnalebSi, afiqsirebineben, miaqcies Tu ara maT yuradReba

sareklamo gancxadebebis zomebs, iTvleba ra, rom gayidvis

moculoba kavSirSia sareklamo teqstebis zomebTan; respo-

dentebs sTxoven gaixsenon sareklamo masalebi Jurnalebis

gareSe da a.S. CamoTvlil meTodebs axasiaTeben, rogorc



350

testebs cnobadobaze, testebs gaxsenebaze daxmarebis gareSe,

testebs moTxovnebis raodenobaze.

13.4. gasaRebis stimulirebis obieqtebi

da saSualebebi

gasaRebis stimulirebis meSveobiT, rogorc ukve aRi-

niSna wina TavSi, mokle drois ganmavlobaSi xorcieldeba

saqonlisa da momsaxurebis yidva-gayidvis waxaliseba.

praqtikul marketingSi gamoyofen momxmareblebis, sabi-Tumo da sacalo vaWrobis da sakuTari savaWro personalis

stimulirebas. specialistTa erTi nawili calke gamoyofs

biznesis stimulirebas da masSi aerTianebs yvela im instru-

ments, romelebsac iyeneben momxmareblebis da vaWrobis muSa-

kebis wasaxaliseblad. stimulirebis aseT instrumentebs mie-

kuTvneba savaWro Souebi da konkursebi.

gasaRebis stimulireba avsebs reklamas, amitom biznes-Si reklama da gasaRebis stimulireba gamoiyeneba kombinire-

bulad. reklamis meSveobiT sawarmoebi aRweven momxmarebelTa

informirebis maRal dones, gasaRebis stimulirebis instru-

mentebi ki momxmareblebs pirdapir ubiZgebs produqtis yid-

visken.

gasaRebis stimulirebiT SesaZlebelia momxmareblebsa

da gamyidvelebSi interesis gaRviveba produqtebis mimarT,sacdeli da ganmeorebiTi yidvis waxaliseba, konkurentebTan

dapirispireba da maT mier gatarebuli RonisZiebebis Sedege-

bis ganeitraleba, reklamis zemoqmedebis gaZliereba. magram

gasaRebis stimulirebis instrumentebiT SeuZlebelia sawar-

mosa da misi saqonlis Sesaxeb gavrcelebuli uaryofiTi az-

ris Secvla, produqtebis naklovani mxareebisa da gamyid-

velTa dabali kvalifikaciis kompensacia.



351

gasaRebis stimulirebis efeqtianobis uzrunvelsayofad

aucilebelia obieqtebis mixedviT miznebis sworad gansaz-

Rvra. saerTod gasaRebis stimulirebis miznebi obieqtebis

mixedviT SeiZleba iyos Zalian gansxvavebuli.

momxmarebelTa stimulirebis miznebi SeiZleba Camoya-

libdes ase: gayidvis moculobis gazrda moklevadian period-

Si; axali momxmareblebis mozidva; bazris wilis gafarToeba

arsebuli segmentebis ufro Rrmad aTvisebis an axal segmen-

tebze SeRwevis gziT; loialurad ganwyobili momxmareble-

bis SenarCuneba.

sabiTumo da sacalo vaWrobis muSakTa stimulirebamunda uzrunvelyos: biZgis micema vaWrobis muSakebisTvis sa-

vaWro asortimentSi mocemuli sawarmos produqtis CasarTa-

vad; vaWrobis muSakTa darwmuneba sawarmos produqtis rek-

lamirebisa da misi gansazRvruli maragis Seqmnis aucileb-

lobaSi.

sakuTari savaWro personalis stimulirebis ZiriTadi

mizania maTi motivacia axali momxmareblebis mosazidad dasaerTod momxmareblebTan normaluri kavSiruruTierTobis

dasamyareblad.

gasaRebis stimulirebis saSualebebs irCeven obieqtebis

mixedviT.

momxmarebelTa stimulirebisTvis gamoiyeneba nimuSebi,

kuponebi, daTmobebi, bonusuri SefuTva, premiebi, suvenirebi,

mudmivi klientebis dajildoeba, eqspoziciebi gayidvis adgi-lebze, konkursebi, latarea da TamaSebi.

nimuSebi produqtis sacdeli partiaa, romelic mcire

odenobiT miewodeba momxmareblebs. marTalia, stimulirebis

es saxe dadebiT Sedegs iZleva, magram dakavSirebulia did

xarjebTan, gansakuTrebiT maSin, roca nimuSebi ufasod mie-

wodebaT momxmareblebs. nimuSebi igzavneba fostiT, maT ari-



352

geben maRaziebSi, amagreben gasayidad gamotanil sxva saqo-

nelze, awvdian saxlebSi.

kuponebi sertifikatia, romelic saSualebas aZlevs

myidvels dazogos saxsrebi gansazRvruli saqonlis yidvis

dros winaswar SeTanxmebuli pirobebiT. kuponebis gavrcele-

bis mizania saqonlis gasaRebis waxaliseba simwifis etapze

an momxmareblis mier axali saqonlis gasinjvis procesis

daCqareba. kuponebs avrceleben fostiT, maT daurTaven sxva

saqonels, avrceleben gazeTebiT, JurnalebiT. momxmareblebs

SeuZliaT kuponebis gamoyeneba sacalo vaWrobis obieqtebSi,

romlebic amisTvis kompensacias iReben mwarmoeblebisgan.mwarmoeblebi daTmobas fasidan aZleven momxmarebels

saqonlis SeZenis Semdeg. momxmarebeli mwar-

moebels ugzavnis saqonlis fasis gadaxdis damadasturebel

qviTars, mwarmoebeli ki ukan ubrunebs gadaxdili Tanxis na-

wils fostis meSveobiT.

bonusuri SefuTva iTvaliswinebs momxmareblisTvis me-

ti raodenobis saqonlis SeTavazebas specialuri SefuTviTda Semcirebul fasad. magaliTad, ori erTnairi saqoneli

erTis fasad an ori gansxvavebuli an erTmaneTTan dakavSire-

buli saqoneli Semcirebul fasebSi.

suvenirebi saqonelia, romelsac momxmarebels sTavazo-

ben an ufasod an Zalian dabal fasSi produqtis yidvis wa-

saxaliseblad.

ucxoeTSi miRebulia mudmivi klientebis fuliT an sa-qonliT dajildoeba. praqtikulad es ase xorcieldeba: sa-

warmoebi saqonlis da momsaxurebis yidvisTvis mudmiv klien-

tebs uweseben qulebs. qulebis mixedviT ki saqonelis yidvis

dros maT miecemaT daTmobebi fasidan.

gasaRebis stimulirebis mizniT gayidvis adgilebSi sa-

warmoebi awyoben TavianTi eqspoziciebis gamofenebsa da de-

monstrirebas.



353

garkveul rols momxmarebelTa stimulirebaSi mokle-

vadiani periodisTvis konkursebi, latarea da TamaSebi asru-

lebs. aseTi saxis RonisZiebebi SesaZleblobas aZlevs momxma-

reblebs moigon fuli, sagzurebi, sxvadasxva saxis saqone-

li da a.S.

konkursebi tardeba televiziis, telefonis gamoyene-

biT. momxmareblebs sTavazoben kiTxvebze pasuxis gacemas, sa-

qonlis saxelwodebis, sawarmos sloganis SerCevaSi monawi-

leobis miRebas. specialuri Jiuri afasebs kiTxvebze pasu-

xebs da saukeTeso pasuxis avtors ajildoebs. latariis ga-

TamaSebis dros iyideba bileTebi, romelTa mflobelebis sa-xelebis mixedviT awyoben kenWisyras da gamoavlenen gamar-

jvebulebs. konkursebTan SedarebiT momxmareblebi

upiratesobas latareas aniWeben, radgan gamarjvebulebis

gamovlena SemTxveviTobas emyareba, rac samarTlianobasTan

asocirdeba. Tanac saWiro ar aris produqtis yidva da gaTa-

maSebis Catarebis meqanizmic martivia.

TamaSebi xSirad ewyoba televiziiT, magaliTad, asoebisTandaTanobiT amocnobis gziT moTamaSe gamoicnobs sityvas

da miiRebs prizs.

vaWrobis muSakTa stimulirebisTvis mwarmoebeli sa-

warmoebi iyeneben rogorc momxmarebelTa stimulirebis in-

strumentebs (konkursebi, saCuqrebi, ...), ise specifikur sa-

Sualebebs. vaWrobis muSakTa stimulirebis specifikur saSu-

alebebSi Sedis savaWro daTmobebi, romelTac mwarmoeblebisTavazoben biTumad da sacalod movaWreebs TavianTi saqon-

lis bazarze win wasawevad. praqtikaSi savaWro daTmobebi

sxvadasxva formiT vlindeba, kerZod, ansxvaveben Semsyidve-

lis daTmobas da CasaTvlel daTmobas. Semsyidvelis daTmoba

sacalo vaWrobas miecema nayid saqonelze. is warmoadgens

Sesasyidi fasis Semcirebas drois gansazRvrul periodSi.

CasaTvleli daTmoba gulisxmobs vaWrobisTvis fasebis Sem-



354

cirebas saqonlis reklamirebaze gaweuli danaxarjebis da-

farvis an kidev momxmareblisTvis maRaziaSi saqonlis ufro

ukeTesad SeTavazebisTvis saWiro xarjebis asanazRaureblad.

amis Sesabamisad gamoyofen sareklamo daTmobas da sagamofe-

no daTmobas. sareklamo daTmobas mwarmoebeli aZlevs saca-

lod movaWres produqtis reklamirebaze gaweuli xarjebis

asanazRaureblad. sagamofeno daTmobis mizania produqtis

demonstrirebasTan dakavSirebuli xarjebis anazRaureba.

maRaziebSi momxmarebelTa stimulirebisTvis ganxorcie-

lebuli RonisZiebebi, romlebic uzrunvelyofen momxmareb-

lis winaSe saqonlis ukeTesad wardgenas da Sesabamisad rea-lizaciis moculobis gazrdas, stimuls aZlevs vaWrobis mu-

Sakebs srulyon gayidvis adgilze saqonlis reklama, rome-

lic ganviTarebul qveynebSi cnobilia, rogorc reklama ga-

yidvis wertilSi. aseTi reklama emyareba im mosazrebas, rom

momxmarebeli xSirad yidvaze gadawyvetilebas swored maRa-

ziaSi misvlis da iq ganTavsebuli reklamis gavleniT iRebs.

mwarmoeblebi zogjer saqonlis gayidviT dainteresebisgasaZliereblad Suamavlebs ufasod gadascemen saqonlis gan-

sazRvrul raodenobas.

mwarmoebeli sawarmoebi individualuri momxmareblebi-

sa da vaWrobis muSakebis waxalisebasTan erTad biznesmomxma-

reblebsac astimulireben. maTi stimulirebis mizania saqmia-

ni kontaqtebis damyareba da SenarCuneba, gayidvis moculobis

gazrda, firma – momxmareblebis savaWro personalis motiva-ciis gaZliereba. stimulirebis instrumentebi igivea, rac

momxmarebelTa da vaWrobis muSakTa stimulirebis procesSi

gamoiyeneba. am instrumentebs Soris yvelaze farTod savaW-

ro Sou da gamyidvelebis konkursia gavrcelebuli.

savaWro Sou anu savaWro gamofena saSualebas aZlevs

mwarmoeblebs daamyaron saqmiani kavSiri mravalricxovan po-

tenciur klientebTan, romlebsac gamofenaze aramarto sa-



356

qveynebis mixedviT gansxvavebulia gasaRebis stimulire-

bis sakanonmdeblo bazac. did britaneTSi gasaRebis stimu-

lirebis maregulirebeli normebi da kanonebi sxva qveynebTan

SedarebiT liberaluria. gasaRebis stimulirebis RonisZiebe-

bis ganxorcielebis Tavisuflebis TvalsazrisiT evropaSi

gamoirCeva, agreTve, poloneTi, ungreTi da CexeTi. rac See-

xeba belgias, germanias da safrangeTs, isini Zalian mkacrad

aregulireben gasaRebis stimulirebis sferoSi ganxorciele-

bul QRonisZiebebs. magaliTad, belgiaSi, portugaliaSi, ita-

liaSi, safrangeTSi, luqsemburgSi, saberZneTsa da irlandia-

Si sacalo vaWrobas ara aqvs ufleba saqoneli momxmareb-lebs SesTavazos Rirebulebaze dabal fasad, belgiaSi akrZa-

lulia sacalo vaWrobaSi 33%-ze meti daTmoba. gasaRebis

stimulirebis sistemaSi mkacri kontrolis momxreebi Tvli-

an, rom amiT icaven momxmarebelTa interesebs. maTi azriT,

gasaRebis stimulirebis mkacri sakanonmdeblo baza vaWrobis

muSakebs momxmarebelTa dabnevis da motyuebis saSualebas ar

aZlevs. liberalizaciis momxreTa SexedulebebiT, ar arisswori gasaRebis stimulirebis sistemis mkacrad regulire-

ba, radgan amiT momxmarebelTa uflebebic izRudeba da saca-

lo vaWrobis ganviTarebac ferxdeba. dReisTvis evrokomisiis

gadawyvetilebiT mimdinareobs muSaoba evrokavSiris terito-

riaze gasaRebis stimulirebis axali erTiani da ufro libe-

raluri wesebis SemosaRebad. magram es ar niSnavs imas, rom

evrokavSiris yvela qaveyanaSi gasaRebis stimulirebis siste-ma mTlianad identuri iqneba. qveynebs Soris enobrivi da

kulturuli gansxvaveba gasaRebis stimulirebis da reklami-

rebis erTiani sistemis konkretul pirobebTan adaptaciis

aucileblobas ganapirobebs.



357

13.5. sazogadoebasTan urTierToba marketingis

sistemaSi

sazogadoebasTan urTierToba (Public Relations) komu-

nikaciis arapirdapiri arxia, romelic xels uwyobs sawar-

mos produqciis realizacias. amasTan, komunikaciis es arxi

kargad muSaobs sawarmos imijis Seqmnisa da SenarCunebis mi-

marTulebiTac.

ganviTarebul qveynebSi sazogadoebasTan urTierTobis

samsaxurebi iqmneba rogorc komerciul, ise arakomerciul

sawarmoebSi. amasTan, Seqmnilia sazogadoebasTan urTierTo-bis mZlavri specializebuli firmebi, romlebic SekveTebiT

muSaoben. aSS-Si, magaliTad, sazogadoebasTan urTierTobis

daaxloebiT 1800 firma funqcionirebs. amasTan, aTasobiT

mcire firma da calkeuli adamiani asrulebs garkveul ope-

raciebs sazogadoebasTan urTierTobis sferoSi. saqarTvelo-

Si sazogadoebasTan urTierTobis sistemis biznesSi gamoyene-

bis istoria uaxloes warsulSi daiwyo. dReisTvis mowinaveqarTul samrewvelo sawarmoebs da bankebs Seqmnili aqvT sa-

zogadoebasTan urTierTobis samsaxurebi, romlebic xSirad

marketingis samsaxurTan aris gaerTianebuli. funqcionirebs

sazogadoebasTan urTierTobis specializebuli firmebic (ma-

galiTad, profili).

sazogadoebasTan urTierTobis samsaxurebi sawarmoebSi

jgufis, ganyofilebis, sammarTvelos, departamentis saxiTiqmneba. zogjer sawarmoebs mxolod sazogadoebasTan urTi-

erTobis menejeri hyavT.

Tanamedrove msoflioSi biznesSi swrafad viTardeba

sazogadoebasTan urTierTobis sistema. es adekvaturi reaq-

ciaa ekonomikis calkeul dargebsa da sawarmoebze sazogado-

ebis gaZlierebul zewolaze. sazogadoeba, romelic kargad

erkveva eTikuri qcevis normebsa da Tanamedrove ekologiur



358

problemebSi, qmnis sxvadasxva saxis organizaciebs sawarmoeb-

ze zemoqmedebis mosaxdenad (momxmarebelTa uflebebis dac-

vis sazogadoeba, mwvaneTa moZraoba...). sazogadoebasTan urTi-

erTobis samsaxurebis movaleobaa sazogadoebaSi sawarmoTa

saqmianobis dadebiTad warmoCena, rac efeqtianad muSaobis

aucilebeli pirobaa.

sazogadoebis didi nawili dReisTvis Tvlis, rom arae-

Tikuri da saerTod mTeli sazogadoebisTvis miuRebel qme-

debebze ama Tu im sawarmoSi pasuxismgebloba, pirvel rigSi,

umaRlesi donis menejerebs ekisrebaT. aseT pirobebSi sawar-

moTa xelmZRvanelebs didi Zalisxmeva marTebT, rom sazoga-doebis kritikis obieqti ar gaxdnen. didi xnis ganmavlobaSi

amerikis sazogadoeba brals sdebda kompania Philip Morris-is

xelmZRvanelobas Tambaqos reklamasTan dakavSirebiT, Tvlida

ra rom, kompaniis sareklamo mimarTva axalgazrda adamianebs

Tambaqos moxmarebisken ubiZgebda. kompaniam am braldebis

uaryofis miuxedavad mainc mimarTa sazogadoebasTan urTier-

Tobis saagentos (Primedia) Tambaqos mowevis sawinaaRmdegokampaniis CatarebaSi daxmarebisTvis. Catarebuli kampaniis mi-

uxedavad sazogadoebis aqtivistebi mainc ar endobian kompa-

nias, mis sareklamo saqmianobas da miaCniaT, rom mis mier ga-

tarebuli RonisZiebebi kidev erTi cdaa bavSvebis Tambaqos

momxmareblebad gadaqcevis gzaze.

sazogadoebasTan urTierTobis sistema sawarmoebSi

funqcionirebs Semdegi mimarTulebebiT:1) urTierToba masobrivi informaciis saSualebeb-

Tan;

2) produqciis propaganda;

3) korporaciuli kavSirebi;

4) lobireba;

5) konsultaciuri saqmianoba.



359

masobrivi informaciis saSualebebis meSveobiT sazoga-

doebas miewodeba axali ambebi kompaniis, misi saqonlis da

kompaniaSi dasaqmebuli adamianebis Sesaxeb. am mizniT iyeneben

werilebs, pres-relizebs, intervius, Sexvedrebs, analitikur

programebs...

produqtis propaganda iTvaliswinebs sazogadoebisTvis

produqtis Sesaxeb informaciis miwodebas da mis reklamire-

bas. marTalia, reklama sazogadoebaze zemoqmedebis damouki-

debeli saSualebaa, is aqtiurad gamoiyeneba sazogadoebasTan

urTierTobis sistemaSic. Tumca, umetes SemTxvevaSi, sazoga-

doebasTan urTierTobis samsaxuris roli sareklamo saqmia-nobis kompaniis komunikaciur politikasTan Sesabamisobis

uzrunvelyofaSi gamoixateba.

korporaciuli kavSirebi is komunikaciebia, romelTac

mocemuli konkretuli sawarmo sakontaqto auditoriasTan

amyarebs. korporaciuli kavSirebis mizania zemoqmedebis mox-

dena miznobriv auditoriaze, krizisuli situaciebis gamos-

woreba da sawarmos imijis Seqmna. sawarmoebi miznobriv au-ditorias irCeven dasaxuli miznebis miRwevis procesSi maTi

mosalodneli wvlilis gaTvaliswinebiT. amasTan, sawarmos-

Tvis saWiro Sedegebis misaRebad maTze zemoqmedebas aZliere-

ben. krizisuli situaciebidan sawarmos gamosvlis mizani,

upiratesad, momxmareblis mier uaryofili saqonlis bazarze

ukan dabrunebaa. korporaciulma kavSirebma aucileblad unda

Seuwyos xeli sawarmos imijis Seqmnas da mis Semdgom gan-mtkicebas.

lobirebis mizani sakanonmdeblo da aRmasrulebel xe-

lisuflebasTan TanamSromlobaa sakanonmdeblo procesebze

zemoqmedebis mosaxdenad.

konsultaciuri saqmianoba gulisxmobs sazogadoebasTan

urTierTobis samsaxuris mier xelmZRvaneli muSakebisTvis

rCevebis micemas sawarmos Sesaxeb im mizniT, rom maT SeZlon



360

swori poziciis dakaveba sazogadoebisTvis mniSvnelovan sa-

kiTxebze.

sazogadoebasTan urTierTobis samsaxurebis saqmianobaSi

fablisits ukavia mniSvnelovani adgili. igi uSualod ukav-

Sirdeba saqonlis, momsaxurebis, ideis, adgilis, pirovnebis

da organizaciis bazarze win wawevas. fablisiti produqtis

gaupirovnebeli stimulirebaa mniSvnelovani, produqtTan da-

kavSirebuli, axali ambebis masobrivi informaciis saSuale-

bebSi ufasod ganTavsebis gziT. fablisiti iqmneba pres-re-

lizebiT, specialuri RonisZiebebis mowyobiT, pres-konferen-

ciebis CatarebiT.pres-relizi sazogadoebisTvis informaciis mokled mi-

wodebaa faqtebze dayrdnobiT. specialur RonisZiebebSi Se-

dis iubileebis, Sejibrebebis, zeimebis da sxva saxis Ronis-

Ziebebis mowyoba. RonisZiebebze mowveulma adamianebma da

warmoTqmulma sityvebma, gadaRebulma fotoebma, presaSi Ro-

nisZiebebis Sesaxeb gamoqveynebulma informaciam xeli unda

Seuwyos mocemul konkretul sawarmoze sazogadoebaSi dade-biTi Sexedulebebis Camoyalibebas da misi saqmianobiT dain-

teresebas. pres-konferenciebi ewyoba arsebuli gamocdilebis

sxvebisTvis gaziarebis da maTze dadebiTi STabeWdilebis

moxdenis mizniT.

ganviTarebul qveynebSi firmebi fablisits xSirad iye-

neben imijis formirebisa da ganmtkicebis, agreTve, sakuTari

Sexedulebebis gavrcelebis mizniT.sawarmoebSi fablisitis gamoyenebis safuZvelia is,

rom axal ambebs sazogadoeba ar ukavSirebs sawarmoebs da

maT aRiqvams rogorc masobrivi informaciis saSualebebiT

gavrcelebul obieqtur informacias. fablisiti fasian rek-

lamasTan erTad dadebiTad moqmedebs sawarmos imijze da

xels uwyobs saqmianobis efeqtianobis amaRlebas.



361

sawarmoTa menejmenti sazogadoebaze zemoqmedebis mo-

saxdenad saqmianobis saxeebis mixedviT mravalferovan in-

strumentebs iyenebs. maT Soris, pirvel rigSi, gamoyofen:

1)

axali ambebs, romlebic sazogadoebas miewodeba

rogorc presis, ise audio-vizualuri saSualebebi-

sa da internetis meSveobiT. zogjer axali ambebis

gasavrceleblad specialuri RonisZiebebic ki ewyo-

ba.

2) xelmZRvaneli muSakebis sajaro gamosvlebs presaSi,

radiosa da televiziaSi. xelmZRvanel muSakTa ga-

mosvlis Sedegad SeiZleba sawarmoTa imiji amaR-ldes an gauaresdes.

3) specialur RonisZiebebs Ria karis dReebis, pres-

konferenciebis, gamofena-gayidvebis mowyobis, nimu-

Sebis demonstrirebis, TviTon sawarmosa da misi

produqtebis cnobili msaxiobebis monawileobiT

prezentaciis, saganmanaTleblo programebis saxiT.

4)

beWdviTi masalebis momzadebas da gavrcelebas yo-velwliuri angariSebis, broSurebis, adgilobrivi

gamocemebis, korporaciuli gamocemebis, statiebis,

krebulebisa da Jurnalebis saxiT.

5) masalebs, romlebic qmnian sawarmos vizualur sa-

xes: logotips, sxvadasxva blankebs, savizito bara-

Tebs, Senobis garegnul saxes, sawarmos muSakTa

Cacmulobas da sxva.6)

sazogadoebriv saqmianobas, romelic gamoixateba

saqvelmoqmedo fondebisTvis mxardaWeriT, invali-

debisTvis daxmarebiT da sxva RonisZiebebSi monawi-

leobiT.

7) sponsorobas, romelic, ZiriTadad, vlindeba kul-

turisa da sportis mfarvelobis formiT. sponso-



362

robiT sawarmoebi cdiloben dadebiTad wardgnen sa-

zogadoebis winaSe.

8) audio-vizualur masalebs, romlebic uzrunvelyo-

fen adamianis mexsierebaSi miwodebuli informaciis

xangrZlivi periodis ganmavlobaSi darCenas. mas mi-

ekuTvneba: slaidebi, video da audiokasetebi.

9) Web-saitebs, romlebic sazogadoebaze did zemoqme-

debas axdenen. Web-saitidan momxmareblebma da sazo-

gadoebis sxva wevrebma SeiZleba miiRon maTTvis sa-

Wiro informacia, SeiZleba Web-saitze garTobis

mizniTac Sevidnen. Web-saitiT SeiZleba momxmareb-lebTan konfliqtebis mogvarebac. marTalia, inter-

nets sazogadebasTan urTierTobis sistemis srul-

yofis didi SesaZleblobebi aqvs, mainc mas ar SeuZ-

lia mTlianad Secvalos sazogadoebaze zemoqmede-

bis sxva instrumentebi.

10) reklamas, romelic sazogadoebaze gavlenis moxde-

nis mZlavri instrumentia. sazogadoebasTan urTi-erTobis samsaxurma SeiZleba sazogadoebaze zemoq-

medeba swored sareklamo politikis saSualebiT

moaxdinos. reklama da sazogadoebasTan urTierToba

saqmianobis bevr sferoSi erToblivad da efeqtiana-

dac gamoiyeneba. amitom reklama ganixileba rogorc

sazogadoebasTan urTierTobis sistemis instrumen-

ti.sazogadoebasTan urTierTobis sistemis funqcionireba

sawarmoebSi unda moxdes garkveuli RonisZiebebis logikuri

TanmimdevrobiT ganxorcielebis pirobebSi, kerZod, saWiroa

Semdegi RonisZiebebis gatareba: sazogadoebasTan urTierTo-

bis sistemis miznebis gansazRvra; sazogadoebisTvis mimar-

Tvis instrumentebis SerCeva; sazogadoebasTan urTierTobis



363

sferoSi moqmedebaTa gegmis Sedgena; gegmis realizacia da

miRebuli Sedegebis Sefaseba.

XIII TavSi gamoyenebuli marketinguli terminebi:

reklama

reklamis saxeebi

produqtis reklama

prestiJuli reklama

korporaciuli reklama

sainformacio reklamarCevis mimcemi reklama

Semxsenebeli reklama

reklamis gavrcelebis arxebi

sareklamo mimarTva


gasaRebis stimulirebis saSualebebi

gasaRebis stimulirebis obieqtebisazogadoebasTan urTierToba

lobireba

fablisiti

pres-relizi

pres-konferencia

sponsoroba

reziume

reklama, gasaRebis stimulireba da sazogadoebasTan

urTierToba marketingis ZiriTadi saSualebebia, gamoyenebu-

li momxmarebelze zemoqmedebis mosaxdenad da bazarze pro-

duqtebis win wasawevad.

reklama, romelic informaciis gavrcelebis gaupirovne-

beli fasiani saSualebaa, or ZiriTad saxed iyofa: produq-



364

tis reklama da prestiJuli reklama. produqtis reklama

uzrunvelyofs sazogadoebisTvis saqonlisa da momsaxurebis

Sesaxeb informaciis miwodebas. prestiJuli reklamis mizania

sazogadoebaSi sawarmos, dargis imijis Seqmna. reklamas ga-

nasxvaveben dasaxuli miznebisa da amocanebis Sesabamisadac.

amis mixedviT gamoyofen: sainformacio reklamas, rCevis mim-

cem reklamas da Semxsenebel reklamas. sareklamo miznebis

miRweva uSualod ukavSirdeba yovel konkretul situaciaSi

reklamis gamavrcelebeli arxebis sworad SerCevas. dReis-

Tvis gamoiyeneba reklamis gavrcelebis Semdegi ZiriTadi ar-

xebi: gazeTebi, Jurnalebi, televizia, radio, fosta, stende-bi, plakatebi, maRaziis abrebi, satransporto saSualebebi,

interneti.

reklamis gavrcelebis yovel arxs Tavisi upiratesobe-

bi da naklovanebebi gaaCnia, rac sawarmoebma unda gaiTvalis-

winon maTi SerCevis procesSi.

reklamirebis procesi Sedgeba Semdegi etapebisgan: sa-

reklamo miznebis dadgena, reklamis biujetis Sedgena, sarek-lamo mimarTvis Sedgena, reklamis matareblebis SerCeva, sa-

reklamo mimarTvis auditoriisTvis miwodeba, reklamis Sede-

gebis Sefaseba. reklamis Semqmnelebma zustad unda gansaz-

Rvron reklamis mizani (an miznebi). reklamis efeqtianobaze

uSualo gavlenas axdens sareklamo mimarTvis Sinaarsi, ro-

melic ganisazRvreba reklamis miznis (an miznebis) Sesabami-

sad. amitom sareklamo mimarTva aucileblad unda Seqmnasprofesionalma, romelic SeZlebs produqtis momxmareblis

poziciidan daxasiaTebas. is moerideba produqtis zedmet qe-

bas da win ar wamowevs produqtis im naklovanebebs, romle-

bic dafarulia momxmareblisTvis. profesionalze bevrad

aris damokidebuli, Tu rogor imoqmedebs momxmarebelze

reklamis Sinaarsi, misi gaformeba da struqtura. sareklamo

biujeti ganisazRvreba Semdegi meTodebiT: reklamis saxsre-



365

bis gansazRvra gayidvis moculobidan procentuli wilis

Sesabamisad, naRdi saxsrebis mixedviT reklamis fiqsirebuli

sididis dadgena, konkurentuli paritetis meTodi, reklama-

ze saxsrebis gamoyofa sawarmos miznebisa da amocanebis Se-

sabamisad.

gasaRebis stimulirebis saSualebebi ganapirobebs pro-

duqtis gayidvis waxalisebas drois mokle monakveTSi. maT

miekuTvneba: nimuSebi, kuponebi, daTmobebi, savaWro Sous mow-

yoba da a.S. isini ramdenadme gansxvavebulia momxmareblebis,

vaWrobis muSakebis da sakuTari ATanamSromlebis mixedviT.

sazogadoebasTan urTierTobis saSualebebs sawarmoebiSedarebiT iSviaTad iyeneben miuxedavad imisa, rom isini saqon-

lis bazarze win wawevis did SesaZleblobebs floben. sazo-

gadoebasTan urTierTobis sistema xels uwyobs sawarmos imi-

jis Seqmnas, rac dadebiTad moqmedebs produqtis realizacia-

ze. es sistema sawarmoebSi funqcionirebs Semdegi mimarTule-

bebiT: urTierToba masobrivi informaciis saSualebebTan, pro-

duqciis propaganda, korporaciuli kavSirebi, lobireba, kon-sultaciuri saqmianoba. sazogadoebasTan urTierTobis siste-

mis CarCoebSi informacia sazogadoebas miewodeba Semdegi in-

strumentebiT: axali ambebi, xelmZRvanel muSakTa sajaro ga-

mosvlebi, specialuri RonisZiebebi, BbeWdviTi masalebi, sa-

warmos vizualuri saxis Semqmneli masalebi, sazogadoebrivi

saqmianoba, sponsoroba, audio-vizualuri masalebi, Web-sai-

tebi, reklama.



366

Tavi 14. personaluri gayidvebi

da pirdapiri marketingi

XIV Tavis swavlebis miznebi


1) momxmarebelTa moTxovnilebebis dakmayofilebaSi

sawarmos savaWro personalis rolis saTanadod

gacnobiereba;

2) savaWro personalis marTvis procesis etapebis

daxasiaTeba;

3) gayidvis procesis aRwera;

4) pirdapiri marketingis arsis axsna da misi upi-

ratesobebis aRwera. pirdapiri maketingis for-

mebis daxasiaTeba.

14.1. personaluri gayidvebis roli integrirebul marketin-

gul komunikaciebSi

personaluri gayidvebi gulisxmobs sawarmoebSi gayid-

viT dakavebuli personalis mier prezentaciebis Catarebas

produqciis gasaRebisa da myidvelebTan urTierTobebis Camo-

yalibebis mizniT.

personaluri gayidva gamyidvelebsa da myidvelebs So-

ris ormxrivi urTierTobis formaa, rac xorcieldeba Sex-

vedrebis, telefoniT dakavSirebis, internetkonferenciebis

Catarebis da sxva saxiT. personaluri gayidva, rogorc ko-

munikaciis forma, rTuli savaWro operaciebis daregulire-

bisas xSirad ramdenadme ufro Sedegiania, vidre reklama.

amas reklamisgan gansxvavebiT momxmareblebTan uSualo kon-

taqti ganapirobebs.



367

vaWroba adamianTa erT-erTi uZvelesi profesiaa. is

warmoadgens sasaqonlo gacvlis ganviTarebul formas. Tav-

dapirvelad saqonlis gayidviT dakavebulni iyvnen moxetiale

vaWrebi, romlebic yididnen TavianT warmoebul an sxva qvey-

nebidan Semotanil saqonels. am adamianebisTvis vaWroba meo-

rexarisxovan saqmianobad iTvleboda. mogvianebiT vaWroba Ca-

moyalibda biznesis damoukidebel dargad, romelic did

rols asrulebda qveynebis ekonomikaSi.

vaWrobiT dakavebul adamianebs sxvadasxva saxeli aqvT:

gamyidvelebi, savaWro warmomadgenlebi, gamyidvel-konsul-

tantebi, komivoaJorebi, agentebi, marketologebi da a.S. yve-la isini emsaxurebian saqonlis momxmareblisTvis gadacemas.

vaWrobis procesSi mTavari figura gamyidvelia. is moq-

medebs ama Tu im sawarmos saxeliT da asrulebs erT an ram-

denime funqcias: potenciuri klientebis gamoZebna, komunika-

cia, momxmarebelTa momsaxureba da informaciis Sekreba. gam-

yidvelTa ganaTlebasa da profesionalizmzea, ZiriTadad, da-

mokidebuli Tu ramdenad warmatebiT gaiyideba ama Tu im sa-warmos saqoneli. amitom savaWro sawarmoebi did yuradRebas

uTmoben gamyidvelTa daqiravebisa da maTi SenarCunebis pro-

cess, savaWro personalis stabilurobas. profesionali gam-

yidvelis samsaxuridan wasvla savaWro sawarmoebisTvis wam-

gebiania. gamyidvelebis denadobiT sawarmos xarjebi izrdeba.

gamyidvelebis profesionalizmzea uSualod damokide-

buli Tu ra rols Seasrulebs personaluri gayidvebi in-tegrirebul marketingul komunikaciebSi. amitom sawarmoebi

gamyidvelebs yovelTvis didi mondomebiT arCeven. xelmZRva-

nelebi guldasmiT aanalizeben vaWrobiT dakavebuli Tanam-

Sromlebis saqmianobas da gamoavlenen im maxasiaTeblebs,

romlebic aucilebelia mocemuli sawarmos warmatebuli saq-

mianobisTvis da romlebic unda axasiaTebdes samsaxurSi ax-

lad ayvanil adamianebs.



368

ganviTarebul qveynebSi Tanamedrove gamyidvelebis um-

ravlesoba kargi ganaTlebiTa da maRali profesionalizmiT

gamoirCeva. gamyidvelebi yovelmxriv exmarebian myidvelebs

saqonlis yidvis procesSi, kerZod, arkveven maT moTxovnile-

bebs, exmarebian saqonlis SerCevasa da gadawyvetilebis miRe-

baSi, uxsnian maT saqonlis gamoyenebis wesebs, Tu es auci-

lebelia, maRaziebSi qmnian normalur atmosferos.

personaluri gayidvebis roli sxvadasxva sawarmoSi

gansxvavebulia. zogierTi sawarmo saerTod ar sargeblobs

gamyidvelebis momsaxurebiT. aseTebia: eleqtronuli katalo-

gebis gamoyenebiT da agentebisa da brokerebis meSveobiT mo-vaWre sawarmoebi. amasTan, sawarmoTa umetesoba Tavis saqmia-

nobas swored savaWro personalis gamoyenebiT axorcielebs.

samomxmareblo saqonlis mwarmoebeli Tanamedrove kompanie-

bis umetesobas saqoneli momxmareblamde savaWro Suamavle-

bis gamoyenebiT dayavs. ase rom momxmarebeli TiTqmis ver

xvdeba kompaniaTa savaWro personalis warmomadgenlebs, rom-

lebic uSualod ukavSirdebian sacalo savaWro sawarmoebSidasaqmebul adamianebs da awvdian maT TavianTi sawarmos mi-

er warmoebul saqonels. mwarmoebel sawarmoebSi savaWro

personali ormxriv rols asrulebs. erTi mxriv, is momxma-

reblebis winaSe waradgens sawarmos, risTvisac asrulebs

Semdeg funqciebs: avrceleben informacias sawarmosa da misi

produqciis Sesaxeb, cdiloben Camoayalibon moTxovna sawar-

mos produqciaze, uSualod ukavSirdebian momxmareblebs,aTanxmeben fasebs da gayidvis pirobebs, yidian produqcias,

emsaxurebian momxmareblebs gayidvis Semdgom periodSi. maT

saqmianobaSi garkveuli adgili ukavia bazris kvlevas. meore

mxriv, samrewvelo kompaniaTa savaWro personali momxmareb-

lebis interesebis gamomxatvelia. is warmarTavs urTierTo-

bebs kompaniasa da momxmareblebs Soris. savaWro personals

kompaniebamde miaqvs momxmarebelTa pretenziebi, maTi saWiro-



369

ebebi. specialistebi Tvlian, rom Tu adre savaWro persona-

li zrunavda mxolod gayidvis procesze, dRes mdgomareoba

Seicvala da man unda ifiqros momxmarebelTa moTxovnilebe-

bis dakmayofilebasa da mogebis miRebazec. momavalSi, specia-

listebis azriT, savaWro personalis roli kompaniebSi ki-

dev ufro unda gaizardos. man unda izrunos ara mxolod

axali momxmareblebis mozidvaze da maTTan garigebebis dade-

baze, aramed unda daexmaros kompanias klientebTan grZelva-

diani, urTierTxelsayreli kavSirebis damyarebaSic. dRes

swored ase xdeba mowinave kompaniebSi.

14.2. savaWro personalis marTva kompaniebSi

kompaniebis savaWro personalis marTva gulisxmobs mi-

si saqmianobis analizs, dagegmvasa da kontrols. savaWro

personalis marTvis procesi etapobrivad mimdinareobs (ix.

nax.14.1.) da moicavs Semdeg etapebs: savaWro personalis miz-

nis formulireba, savaWro personalis saqmianobis strategi-is gansazRvra, savaWro personalis struqturis dadgena, sa-

vaWro personalis SerCeva da daqiraveba, savaWro persona-

lis Sromis anazRaurebis wesisa da sididis gansazRvra, sa-

vaWro personalis saqmianobis kontroli, savaWro persona-

lis saqmianobis efeqtianobis Sefaseba.

rogorc praqtika uCvenebs, sxvadasxva kompania Tavisi

savaWro personalisgan sxvadasxva amocanis Sesrulebas iT-xovs. magram mainc TiTqmis yvela kompaniaSi savaWro perso-

nals uwevs Semdegi samuSaos Sesruleba:

1) axali moTxovnilebebis gamoZebna;

2) informaciis gavrceleba kompaniasa da mis produq-

ciaze;

3) momxmarebelTa momsaxureba;

4) informaciis Sekreba.



370

nax. 14.1. savaWro personalis marTvis procesis

ZiriTadi etapebi

axali momxmareblebis gamoZebnis gareSe Tanamedrove

konkurentul garemoSi kompaniebs gauWirdebaT arseboba. ami-tomaa, rom zogierTi kompaniis xelmZRvaneloba pirdapir

avalebs savaWro personals Tavisi samuSao drois gansaz-

Rvruli nawili moaxmaros axali klientebis gamoZebnas. ase-

Ti midgomis safuZvelia is faqti, rom umetes SemTxvevaSi

savaWro personals urCevnia tradiciuli saqonlis SeTavaze-

ba arsebuli klientebisTvis axali an tradiciuli saqonlis

axal bazrebze gatanis nacvlad.

savaWro personalis miznis formulireba

savaWro personalis saqmianobis strategiis gansazRvra

savaWro personalis struqturis dadgena

savaWro personalis SerCeva da daqiraveba

savaWro personalis saqmianobis kontroli

savaWro personalis Sromis anazRaurebis wesisa da sididisgansazRvra

savaWro personalis saqmianobis efeqtianobis Sefaseba



371

savaWro personalis erT-erTi mniSvnelovani amocanaa

informaciis gavrceleba momxmareblebSi kompaniis produqtis

Sesaxeb, e.i. komunikaciebis damyareba momxmareblebTan savaW-

ro personalisTvis gansazRvrul CarCoebSi.

savaWro personalis saqmianobis ZiriTadi saxe mainc

momxmarebelTa momsaxurebaa, rac moiTxovs, pirvel rigSi,

momxmareblebisTvis konsultaciebis gawevas, agreTv, daxmare-

bas teqnikuri da finansuri sakiTxebis mogvarebaSi.

savaWro personalma mniSvnelovani roli unda Seasru-

los informaciis moZiebaSic. am mizniT is ikvlevs bazars da

aanalizebs telefoniT da sxva saSualebebiT miRebul in-formacias.

savaWro personalis saqmianobis efeqtianobisTvis auci-

lebelia bazarze muSaobis strategiis sworad SerCeva.

strategiis efeqtianobisTvis aucilebelia misi SemuSaveba

yidvis procesSi momxmarebelTa qcevis analizis safuZvelze.

momxmareblebTan saqmiani da efeqtiani urTierTobis dasamya-

reblad SeiZleba sxvadasxva midgomis gamoyeneba. ase, magali-Tad, SeiZleba gadawydes momxmareblisTvis informaciis miwo-

deba telefoniT an piradad, agreTve, prezentaciebis da kon-

ferenciebis msvlelobis procesSi. zogjer savaWro persona-

lis warmomadgenlebs, sxva qvedanayofebis TanamSromlebisa

da zemdgomi rgolis daxmarebis gareSe, damoukideblad

uwevT garigebaTa dadeba, zogjer ki garigebaTa dadebisa da

gaformebis dros saWiroa umaRlesi donis xelmZRvanelebismonawileoba.

nebismier kompaniaSi savaWro saqmianobiT dakavebulia an

sakuTari savaWro personali an kidev kontraqtiT ayvanili

muSakebi. sakuTari savaWro personali Sedgeba srul an aras-

rul StatSi myofi TanamSromlebisgan, romelTa nawili ga-

rigebebs debs da klientebs ukavSirdeba Tavis ofisSi, nawi-

li ki, egreTwodebuli gasaRebis savele agentebi, TviTon



372

akiTxaven adgilze momxmareblebs. kontraqtiT ayvanili sa-

vaWro personali kompanias emsaxureba kontraqtiT gansaz-

Rvrul vadaSi. maT Sromas unazRaureben gayidvis moculobis

Sesabamisad sakomisio anaricxebis safuZvelze.

savaWro personalis struqturazea damokidebuli per-

sonaluri gayidvebis efeqtianoba. savaWro personalis

struqtura ganisazRvreba kompaniebis saqmianobis saxis, miz-

nebisa da amocanebis Sesabamisad. rogorc Tanamedrove kompa-

niebis saqmianobis Seswavla uCvenebs, savaWro personalis

struqturis formireba uSualod ukavSirdeba kompaniebis

moqmedebis regions, sasaqonlo asortiments, momxmarebelTabazrebs. amis Sesabamisad gamoiyofa: savaWro personalis ge-

ografiuli struqtura; savaWro personalis sasaqonlo

struqtura; savaWro personalis sabazro struqtura.

savaWro personalis geografiuli niSnis mixedviT

struqturirebis dros calkeuli TanamSromlis saqmianobis

areali Semoifargleba ama Tu im geografiuli regioniT. am

dros savaWro personalis warmomadgenlebi saqmian urTier-TkavSirs momxmareblebTan amyareben TavianT samoqmedo regio-

nebSi, rac xels uwyobs gayidvebis efeqtianobis amaRlebas.

savaWro personalis sasaqonlo struqturis pirobebSi

TanamSromlebi specialdebian produqciis ama Tu im saxis an

saxeebis gayidvaze. am struqturis efeqtianoba damokidebu-

lia savaWro personalis mier sasaqonlo asortimentis cod-

naze. savaWro personalis warmomadgenlebs gansxvavebuli mu-Saoba uwevT sxvadasxva sasaqonlo jgufze, amitom saWiroa

sasaqonlo asortimentis arsSi safuZvlianad garkveva. rTu-

li samrewvelo saqonlis gayidvis dros saWiro xdeba speci-

aluri teqnikuri unar-Cvevebis daufleba, rac aucilebelia

myidvelis winaSe saqonlis saTanadod warsadgenad.

savaWro personalis sabazro struqtura iTvaliswinebs

Statebis dakompleqtebas konkretuli bazrebis mixedviT. am



373

struqturis SigniT SesaZlebelia savaWro personalis das-

pecialeba arsebuli klientebis momsaxurebaze an axali kli-

entebis gamoZebnaze. momxmarebelTa bazrebze orientirebuli

struqturis pirobebSi mkveTrad maRldeba momsaxurebis xa-

risxi, rac, Tavis mxriv, zrdis klientebis raodenobas.

im SemTxvevaSi, roca kompaniebi farTo asortimentis

saqonels yidian mravalricxovan da did teritoriaze ganfe-

nil momxmareblebze, savaWro personalis dakompleqteba xde-

ba kompleqsurad _ erTdroulad gamoiyeneba savaWro perso-

nalis ramdenime organizaciuli struqtura. magaliTad, sa-

vaWro personali SeiZleba danawildes bazrebis da geogra-fiuli adgilmdebareobis, produqtebis da geografiuli ad-

gilmdebareobis, produqtebisa da bazrebis an erTdroulad

samive mimarTulebiT. aseT pirobebSi uSualod gayidviT da-

kavebuli TanamSromlebi angariSvaldebulni arian ramdenime

menejeris winaSe.

savaWro personalis struqturis dadgenis Semdeg iwye-

ba muSaoba misi ricxovnobis dasadgenad. rac ufro meti mu-Sakia dakavebuli realizaciiT, miT meti produqti iyideba,

miT ufro efeqtiania kompaniebis saqmianoba. magram ukanas-

knel periodSi, eleqtronuli komerciis ganviTarebis piro-

bebSi, SeimCneva savaWro personalis raodenobis Semcirebis

tendencia. es bunebrivi procesia cifrul epoqaSi.

savaWro personalis marTvis Semdeg etapze SearCeven

da qiraoben muSakebs. kargi, profesionali muSakebis SerCevagayidvebiT dakavebuli qvedanayofis warmatebuli saqmianobis

safuZvelia. cxadia, Tu arasworad SeirCa savaWro persona-

li, misi muSaoba sawarmoebs ar moutans dadebiT Sedegebs.

saqmiani da profesiuli TanamSromlebis daqiravebis SemTxve-

vaSic ki, drois garkveul monakveTSi, axali TanamSromlebis

axal garemoSi adaptirebamde, savaWro personalis saqmiano-

ba ar iqneba sakmarisad produqtiuli.



374

ismeba kiTxva: mainc vin, rogori Tvisebebis mqone muSa-

ki iTvleba karg TanamSromlad gayidvebis sferoSi? realur

cxovrebaSi warmatebuli gamyidvelebi xSirad gansxvavebuli

TvisebebiT xasiaTdebian. Catarebuli gamokvlevebi uCvenebs,

rom kargi gamyidvelebi, erT SemTxvevaSi, iniciativiani, sa-

kuTari Tavis mimarT rwmeniT aRWurvilni da Sromismoyvare-

ni arian; meore SemTxvevaSi maTTvis gamyidvelad muSaoba

cxovrebis wesia; mesame SemTxvevaSi, kargi gamyidvelebi damo-

ukideblebi, mizanswrafulebi da mosmenis unaris mqoneni

arian. sxva SemTxvevaSi kargi gamyidveloba niSnavs kliente-

bis mimarT megobrul damokidebulebas, enTuziazms, momxma-reblis mimarT yuradRebis gamoCenis unars, patiosnebas, dis-

ciplinirebulobas. aRniSnul Sexedulebebze dayrdnobiT Se-

iZleba gamoiyos is saerTo, zogadi xasiaTis moTxovnebi,

romlebic unda daakmayofilos savaWro personalma. aseTi

moTxovnebia: mizanswrafuloba, gulisxmiereba, organizebu-

loba, Sromismoyvareoba, mosmenisa da saqmis bolomde miyva-

nis unari.yoveli kompaniis xelmZRvaneloba savaWro personalis

daqiravebis procesSi, pirvel rigSi, adgens im maxasiaTeb-

lebs, romlebsac unda flobdnen gamyidvelebi, rom SeZlon

kompaniis winaSe mdgomi amocanebis Sesruleba. amis Semdeg

eZeben kandidatebs sxvadasxva meTodebis gamoyenebiT. am miz-

niT mimarTaven dasaqmebis saagentoebs, iTvaliswineben saku-

Tari TanamSromlebis rekomendaciebs, aqveyneben gancxadebebspresaSi, internetSi, ukavSirdebian umaRlesi saswavleblebis

Sesabamisi profilis fakultetebs. Sekrebili kandidature-

bidan misaRebi kandidaturis SesarCevad yvelaze xSirad tes-

tireba da gasaubreba gamoiyeneba. Tumca am gziT miRebuli

informacia xSirad ar aris sakmarisi sawarmosTvis axali

TanamSromlis samsaxurSi misaRebad. amitom saWiro xdeba sa-

muSao gamocdilebis gaTvaliswineba, rekomendaciebis Sekreba.



375

axali TanamSromlebis samsaxurSi ayvana xSirad garkveuli

vadiT xdeba, romlis drosac maT utardebaT treningebi.

treningebi ramdenime kviridan ramdenime Tvemde grZeldeba. am

drois ganmavlobaSi axal savaWro personals acnoben kompa-

niis istorias, miznebs, struqturas, bazrebs da produqci-

as, konkurentebis strategias, momxmarebelTa moTxovnile-

bebs, myidvelobiT Cvevebs, gayidvebis sferoSi dagrovebul

gamocdilebas da a.S. treningebis Catareba kompaniebs sakmaod

Zviri ujdebaT. magaliTad, aSS-is kompaniebi savaWro perso-

nalis treningze 7 mlrd. dolarze mets xarjaven. magram

treningebis Sedegebi imdenad sasargebloa kompaniebisTvis,rom isini sul ufro met yuradRebas uTmoben misi meTode-

bis daxvewas. dReisTvis ganviTarebul qveynebSi danergilia

da sakmaod efeqtianad gamoiyeneba onlain-treningebis siste-

ma.

profesionalebis daqiravebisTvis aucilebelia kompani-

ebSi Sromis anazRaurebis sistemis mowesrigeba. rogorc we-

si, Sromis anazRaurebis sidide erTsa da imave qveyanaSi gan-sxvavebulia ara marto sxvadasxva dargSi, aramed erTi dar-

gis sxvadasxva sawarmoSic. savaWro personalis Sromis anaz-

Raurebis sistema moicavs fiqsirebul da cvalebad ganakve-

Tebs, samoqalaqo xarjebs, damatebiT SeRavaTebs. fiqsirebu-

li ganakveTi savaWro personalis stabiluri Semosavalia.

cvalebad ganakveTebSi Sedis sakomisio da bonusebi, romelTa

sididec damokidebulia gayidvis Sedegebze. damatebiT SeRava-Tebs miekuTvneba anazRaurebuli Svebuleba, saavadmyofo

furclis da ubeduri SemTxvevebis dros miRebuli anazRau-

reba, pensiebi da sicocxlis dazRveva.

personaluri gayidvebis marTvis procesSi unda miiRon

gadawyvetileba, Tu Sromis anazRaurebis CamoTvlili ele-

mentebidan romeli gamoiyenon. rogorc wesi, kompaniebi, Zi-



376

riTadad, Sromis anazRaurebis sxvadasxva elementis kombina-

cias irCeven.

Sromis anazRaurebis SerCeulma elementebma unda uz-

runvelyos savaWro personalis saqmianobis efeqtianoba, rac

miiRweva kompaniisTvis mniSvnelovan problemebze savaWro

personalis muSaobis waxalisebiT. am mizniT gamoiyeneba da-

matebiTi anazRaurebis sistema. Sromis anazRaurebis sistema

unda Seesabamebodes kompaniis marketingul strategias. Tu,

magaliTad, kompaniis mizania bazris wilis gadideba, Sromis

anazRaurebis sistemam unda waaxalisos savaWro personali

gayidvis moculobis gazrdisa da axali momxmareblebis mo-zidvisTvis. Tu kompania arsebuli klientebidan maqsimaluri

mogebis miRebas isaxavs miznad, savaWro personalis Sromis

anazRaurebis sistemaSi wamyvan rols asrulebs fiqsirebuli

ganakveTi, damatebiTi anazRaureba ki miecema arsebul klien-

tebze gayiduli produqciis moculobisa da klientebis

moTxovnilebebis dakmayofilebis donis mixedviT.

savaWro personalis marTvis sistemaSi, rogorc ukveaRiniSna, Sedis misi saqmianobis kontroli, rac, pirvel

rigSi, axal TanamSromlebs exeba. kontroliT SesaZlebeli

xdeba axali savaWro personalis saqmianobis Tavidanve swo-

ri, sawarmosTvis saWiro da aucilebeli mimarTulebiT war-

marTva. amiT maT SesaZlebloba eZlevaT kompaniaSi muSaobis

dawyebis pirvel dRidanve saTanado wvlili Seitanon mis

saqmianobaSi.savaWro personalis saqmianobis kontrolis done Tana-

medrove kompaniebSi xSirad erTmaneTisgan gansxvavdeba. kompa-

niaTa erTi nawili savaWro personals zustad ganusaz-

Rvravs, Tu ra dro unda daxarjos axali klientebis mozid-

vasa da ra arsebuli klientebis momsaxurebaze. aseTi miTi-

Tebis gareSe savaWro personalma SeiZleba saerTod ar iz-

runos axali klientebis moZiebaze, radgan isini xSirad mo-



377

cemuli kompaniis saqonels arc ki yiduloben, riTac mcir-

deba savaWro personalis Semosavali, romelic pirdapir

ukavSirdeba ZiriTadi saqonlis gayidvis moculobas.

kompaniaTa nawili akontrolebs savaWro personalis

mier samuSao drois gamoyenebas. am mizniT mas ganusazRvraven

saqmianobis wliur grafiks, romelSic zustad miuTiTeben,

Tu rogor unda daamyaron urTierToba arsebul da mudmiv

klientebTan, ra RonisZiebebi unda Catardes maT SesanarCu-

neblad da rodis.

savaWro personalis gakontrolebis paralelurad kom-

paniebi did yuradRebas uTmoben maT motivacias, radgan ga-yidvebis sferoSi saqmianoba did sirTuleebTan aris dakavSi-

rebuli. jer erTi, savaWro personalis calkeul warmomad-

genels muSaoba uwevs marto. amasTan, isini xSirad mogzau-

roben, itanen konkurentebis agresias, ejaxebian klientebis

Taviseburebebsa da problemebs. aris SemTxvevebi, roca maT

ar hyofniT uflebamosileba arsebuli problemebis gadasaw-

yvetad da SekveTebis gasaformeblad. amitom saWiro xdebasavaWro personalis stimulireba da sawarmoSi misi saTana-

do doneze muSaobisTvis biZgis mimcemi organizaciuli kli-

matis Seqmna.

savaWro personalis marTvis bolo etapze fasdeba misi

muSaobis efeqtianoba. am mizniT kompaniebi qmnian savaWro

personalidan realuri informaciis miRebis sistemas, ro-

melSic wamyvani adgili gayidvebis angariSebs ukavia. gayidve-bis angariSebi xelmZRvanelobas waredgineba werilobiTi sa-

xiT. garda amisa kompania informacias iRebs dakvirvebisa da

gamokiTxvis gziTac.

miRebuli informaciis safuZvelze kompaniis xelmZRva-

neloba afasebs savaWro personalis saqmianobas da amcnobs

savaWro personalis warmomadgenlebs amis Sesaxeb, riTac



378

uzrunvelyofs momavalSi maTi muSaobis efeqtianobis amaR-

lebas.

14.3. personaluri gayidvebis procesi

personaluri gayidvebis procesi xorcieldeba an mom-

xmarebelze an gayidvaze orientaciiT. rogorc wesi, warma-

tebuli kompaniebi personaluri gayidvis procesSi momxma-

reblebze arian orientirebulni. isini savaWro personalis-

gan moiTxoven momxmarebelTa Seswavlas da zrunvas maTi

moTxovnilebebis dakmayofilebisTvis. gayidvaze orientire-bul kompaniebSi savaWro personals akisria sxva misia. is

sxvadasxva meTodebis gamoyenebiT zemoqmedebs momxmarebelze

da ubiZgebs mas produqtis yidvisken.

personaluri gayidvis procesi moicavs gansazRvrul

etapebs (ix. nax. 14.2.), romelTac miekuTvneba: potenciuri

klientebis gamoZebna; potenciur klientebTan winaswari kon-

taqti; kontaqti; prezentacia da demonstrireba; winaaRmde-gobaTa daregulireba; garigeba; gayidvis Semdgomi momsaxure-

ba.

gayidvis procesis efeqtianoba ukavSirdeba potenciuri

klientebis sworad gansazRvrasa da maTgan SekveTebis miRe-

bas. marTalia, kompaniebs TavianTi klientura hyavT, magram

savaWro personalisTvis aucilebelia Tavisi klientebis mo-

Zieba. es Zneli procesia da moiTxovs did Sromas. am mizniTmaT SeuZliaT daxmarebisTvis mimarTon arsebul myidvelebs.

axali klientebis moZiebis wyarod SeiZleba gamoiyenon mom-

wodeblebi, yofili klientebi, dilerebi, arakonkurenti sa-

vaWro personali, bankirebi. axali klientebis moZieba SeiZ-

leba internetiT, telefoniT, fostis saSualebiT,



379

nax. 14.2. personaluri gayidvis ZiriTadi safexurebi

sxva kompaniebSi mocemuli konkretuli kompaniis menejerebis

da specialistebis vizitis dros. potenciuri klientebi wi-

naswari Sefasebis safuZvelze unda gadaarCion finansuri Se-

saZleblobebis, moTxovnilebebis, adgilsamyofelisa da sxva

niSnebis mixedviT. amasTan erTad metad mniSvnelovania imis

garkveva, Tu TviTon potenciuri klienti ras fiqrobs moce-

muli kompaniis saqonlis yidvasTan dakavSirebiT. SerCeuli

klientebidan savaWro personali ufro perspeqtiul klien-

tebs itovebs momavali urTierTobisTvis.

axali klientebis gamoZebna mudmivi procesia. nebismie-

ri kompaniis xelmZRvanelobam icis, rom droTa ganmavlobaSi

mudmivi klientebis nawili sxvadasxva mizezis gamo aRar yi-

dulobs mocemuli kompaniis saqonels da Tu ar gamoiZebneba

gayidvis Semdgomi momsaxureba

garigeba

winaaRmdegobaTa daregulireba

prezentacia da demonstrireba

kontaqti klientebTan

potenciur klientebTan winaswari kontaqti

potenciuri klientebis gamoZebna



380

axali klientebi, kompanias saqonlis gasaRebis problema Se-

eqmneba.

winaswari kontaqtis dros potenciuri klientebis Se-

saxeb savaWro personalma unda miiRos maqsimalurad meti

informacia. amisTvis savaWro personali ukavSirdeba nacno-

bebs, kolegebs, naTesavebs da sxva adamianebs. am etapzeve

ukavSirdeba savaWro personali potenciur myidvelebs. am

mizniT gamyidvelebi urekaven potenciur klientebs, ugzavni-

an werilebs, stumroben adgilze. personaluri gayidvis Sem-

dgom safexurze gamyidveli da klienti pirvelad xvdebian

erTmaneTs. am SexvedrisTvis is winaswar unda moemzados, e.i.winaswar unda gansazRvros, Tu rogor Sexvdes myidvels,

rom maTi urTierTdamokidebuleba Tavidanve iyos pozitiuri.

prezentaciis procesSi gamyidveli myidvels acnobs

produqts, awvdis informacias im sargebelze, rasac moutans

produqtis moxmareba da romelsac SeuZlia misi probleme-

bis gadaWra. savaWro personali swored problemebis gadaW-

raSi unda daexmaros klients, romelsac sWirdeba Sedegi daara mxolod misi keTilganwyoba, Tumca keTilganwyobasac

mniSvnelovani roli akisria produqtis gayidvisas.

prezentaciisa da demonstrirebis etapze gamyidvels

zogjer uCndeba winaaRmdegobis grZnoba. misi daregulireba

savaWro personalis erT-erTi mniSvnelovani funqciaa da

misgan gansazRvruli Cvevebis SeZenas moiTxovs.

myidvelTa winaaRmdegobis daregulirebis Semdeg savaW-ro personali cdilobs produqtis gayidvis procesis das-

rulebas, rac garigebiTa dadebas iTvaliswinebs. Tumca yvela

gamyidveli ver axerxebs SekveTis miRebas da garigebis ga-

formebas. aseT gamyidvelebs ara aqvT unari gaacnobieron ga-

yidvis dasrulebis momenti da dadon garigeba. zogjer gam-

yidvelebs ar hyofniT sakuTari Tavis rwmena. SekveTis miRe-

bisa da garigebis dadebisTvis momxmarebelTa darwmuneba Se-



381

saZlebelia Semdegi meTodebis gamoyenebiT: savaWro persona-

lis mier SekveTis gaformebisas klientisTvis daxmarebis Se-

Tavazeba; savaWro personalis mier klientisTvis SekiTxvis

dasma ama Tu im modelze arCevanis gakeTebasTan dakavSirebiT

da Tavisi mosazrebis dafiqsireba; savaWro personalis mier

xazgasma imaze, rom klienti bevrs dakargavs, Tu droulad

ar gaaformebs SekveTas saqonlis yidvaze, radgan mocemul

momentSi arsebuli SeRavaTiani pirobebi SeiZleba momavalSi

aRar arsebobdes.

im SemTxvevaSi, Tu savaWro personali kompaniis inte-

resebidan gamomdinare, momavalSic apirebs TanamSromlobasklientTan, is mas gayidvis Semdegac emsaxureba. am mizniT

savaWro personalis warmomadgeneli adgilze stumrobs kli-

ents da amowmebs, Tu ramdenad sworad daamontaJa man nayidi

saqoneli da xom ar aqvs problemebi misi gamoyenebis dros.

aseTi damokidebuleba klients kompaniis keTilganwyobaSi

arwmunebs da momavalSic is mis klientad rCeba an kidev

kompaniis saqmianobis Sesaxeb informaciis gavrcelebis mniS-vnelovan wyarod gadaiqceva, `kmayofili klienti xom yvela-

ze saukeTeso reklamaa”.

14.4. pirdapiri marketingi da misi upiratesobebi

gansxvavebiT masobrivi marketingisgan, romelic iTva-

liswinebs momxmareblebTan Suamavlebis gamoyenebiT dakavSi-rebas, ukanasknel wlebSi gamoikveTa klientebTan pirdapiri

urTierTobis damyarebis tendencia, ramac miiRo pirdapiri

marketingis saxelwodeba.

pirdapiri marketingis arsi gamovlindeba dauyoneblivi

sapasuxo reaqciis misaRebad winaswar SerCeul konkretul

momxmarebelTan uSualo kavSiris damyarebiT. maSasadame, pir-

dapiri marketingi, erTi mxriv, gulisxmobs Suamavlebis ga-



382

moyenebis gareSe produqciis mitanas momxmareblamde, meore

mxriv ki, pirdapir urTierTobas momxmareblTan, rac erTob-

livad xorcieldeba. pirdapiri marketingi aRniSnuli ori

elementis erTobliobaa.

dReisTvis ganviTarebul qveynebSi kompaniaTa didi na-

wilisTvis pirdapiri marketingi saqonlis momxmareblamde

mitanis mxolod damatebiTi arxia. aseTi kompaniebi mraval-

ricxovania ganviTarebul qveynebSi. isini umetesobas Seadge-

nen saqarTveloSic.

pirdapiri marketingi sasargebloa rogorc myidvelis,

ise gamyidvelisTvis sxvadasxva mizeziT.myidvelisTvis pirdapir marketings moaqvs Semdegi upi-

ratesobebi:

1) myidvels SeuZlia saxlidan gausvlelad saqonlis

SekveTa da yidva:

2) pirdapiri marketingis gamoyenebiT izrdeba myidve-

lis Tavisufali dro:

3) myidvels saqonelze SekveTis micema SeuZlia moxer-xebul pirobebSi- saxlidan an ofisidan;

4) myidvels saqonlis sxvadasxva variantis Sedarebis

da misTvis yvelaze misaRebis arCevis farTo SesaZleblobebi

aqvs;

5) pirdapiri marketingi momxmarebelTa moTxovnilebe-

bis dakmayofilebas drois mcire monakveTSi uzrunvelyofs;

6) adamianebs ar uwevT maRaziidan maRaziaSi sirbilisasurveli saqonlis mosaZebnad.

pirdapiri marketingis gamoyenebas didi sargebloba

gamyidvelisTvisac moaqvs, kerZod is:

1) myidvelebTan grZelvadiani urTierTobis damyarebis

mZlavri saSualebaa;

2) gamyidvels myidvelTan personalurad muSaobis sa-

Sualebas aZlevs;



383

3) exmareba sawarmoebs iseT potenciur momxmareb-

lebTan dakavSirebaSi, romlebTanac sxva marketinguli arxe-

biT ver amyareben kontaqts;

4) sxva marketingul arxebTan SedarebiT dabalxarjia-

nia;

5) uzrunvelyofs momxmareblebTan maTTvis saWiro

drois monakveTSi dakavSirebas;

6) momxmareblebTan kavSirs konfidencialurad amya-

rebs.

pirdapiri marketingis efeqtianobaSi did rols asru-

lebs myidvelebis monacemTa bazis Seqmna. igi warmoadgensorganizaciuli wesiT Segrovebul informacias arsebul da

potenciur myidvelebze demografiul, geografiul, fsiqog-

rafiul da qceviT WrilSi. bazaSi Setanili monacemebis sa-

fuZvelze kompaniebi adgenen TavianT potenciur klientebs,

gansazRvraven maT moTxovnilebebs da SesabamisobaSi mohyavT

masTan TavianTi saqmianoba.

monacemTa bazis Seqmna mniSvnelovan xarjebs moiTxovs.es xarjebi dakavSirebulia kompiuteruli teqnikis da ana-

litikuri programebis SeZenasTan, kavSirebis damyarebasTan,

kvalificiuri personalis daqiravebasTan. monacemTa bazis

sworma gamoyenebam unda uzrunvelyos produqciis realiza-

ciis moculobis gazrda im donemde, rom dafaros bazis Seq-

mnasTan dakavSirebuli xarjebi da miiRon mogeba.

14.5. pirdapiri marketingis formebi

pirdapiri marketingis ZiriTad formebSi Sedis: perso-

naluri gayidva, satelefono marketingi, pirdapiri safosto

gzavnilebi, katalogebiT gayidva, pirdapiri gamoxmaurebis

satelevizio marketingi (ix. nax. 14.3.).



384

nax. 14.3. pirdapiri marketingis formebi

personaluri gayidva da eleqtronuli marketingi wina

TavebSi ganvixileT. axla davaxasiaToT pirdapiri marketin-

gis danarCeni formebi.

satelefono marketingi anu telemarketingi gulis-

xmobs produqtis momxmarebelze telefonis gamoyenebiT ga-

yidvas.

telefoni pirdapiri marketingis ZiriTadi instrumen-tia. gamavali satelefono zarebis meSveobiT kompaniebi ukav-

Sirdebian potenciur momxmareblebs da sTavazoben TavianT

produqcias. kompaniebi telefons iyeneben, agreTve, bazris

kvlevis, myidvelTa Sesaxeb monacemTa bazis Seqmnis, klien-

tebTan kontaqtis ganmtkicebis da sxva amocanebis gadasaw-

yvetad. amasTan, kompaniebi iyeneben Semaval satelefono za-

personaluri

gayidva

pirdapirisafosto

gzavnilebisatelefonomarketingi

arsebuli da potenciuri

momxmareblebi

katalogebiTgayidva

pirdapirigamoxmaurebissatelevizio

marketingi

eleqtronulimarketingi



385

rebs rigi miznebis misaRwevad, magaliTad, SekveTebis misaRe-

bad, momxmarebelTa saCivrebisa da winadadebebis Sesakrebad.

telemarketingi farTod gamoiyeneba aSS-Si. evropis

qveynebidan mas iyeneben did britaneTSi, niderlandebSi, ger-

maniaSi da a.S. evropaSi telemarketingis gamoyeneba garkveul

CarCoebSia moqceuli. magaliTad, germaniaSi potenciur kli-

entebTan dasakavSireblad saWiroa maTi Tanxmobis miReba.

telemarketingi xels uwyobs kompaniaTa saqmianobis

efeqtianobis amaRlebas. magram isic realobaa, rom momxmare-

belTa nawili Zalian Riziandeba arafrismomtani satelefo-

no zarebiT. amis gamo aSS-Si satelefono marketingis gamo-yeneba dRis gansazRvrul saaTebSi aikrZala. amasTan, diasax-

lisebs miecaT ufleba gaerTianebuliyvnen deviziT `nu dami-

rekavT”. am faqts momxmareblebi didi sixaruliT Sexvdnen.

garkveulwilad es gafrTxileba iyo telemarketingis gamom-

yenebeli kompaniebisTvis, rom potenciuri klientebi masob-

rivad ar SeewuxebinaT, rom ar daekargaT isini. kompaniebma

daiwyes satelefono marketingis gamoyeneba im klientebismosazidad, romlebsac telefonis gamoyenebiT produqtebis

yidva siamovnebT.

pirdapiri marketingi fostis gamoyenebiT gulisxmobs

calkeuli safosto gzavnilebis (werilebi, sareklamo gan-

cxadebebi, nimuSebi, bukletebi, video da audiokasetebi da

sxva) potenciuri klientebisTvis gagzavnas garkveul misa-

marTze winaswar Sedgenili siis mixedviT. aSS-Si pirdapirsafosto gzavnilebebze modis pirdapir marketingze gaweuli

xarjebis daaxloebiT meoTxedi. rac Seexeba evrokavSiris

qveynebs, pirdapir safosto gzavnilebze gaweuli xarjebi,

ZiriTadad, aRemateba satelefono marketingze gaweul xar-

jebs.

pirdapiri safosto gzavnilebi saukeTeso saSualebaa

momxmareblebTan kompaniebis individualuri urTierTobis da-



386

samyareblad. pirdapiri marketingis es forma Zalian moqni-

lia da saqmianobis Sedegebis advilad gazomvis saSualebas

iZleva.

pirdapiri marketingi fostis gamoyenebiT ganuwyvetliv

viTardeba. inergeba axali meTodebi da midgomebi. ase, maga-

liTad, ukanasknel periodSi aSS-Si swrafad izrdeba kompaq-

turi diskebis pirdapiri gzavnilebi fostis gamoyenebiT.

kompaqturi diskebi gamoiyeneba kompiuteruli produqciis

demonstrirebisTvis. magaliTad, Sony-is kompaqturi diskebiT

klientebs saSualeba miecaT personalur kompiuterSi gacno-

bodnen portatuli kompiuteris erT-erT models.bolo periodamde safosto gzavnilebi `qaRaldis me-

TodiT” Semoifargleboda, dReisTvis ki farTod gavrcelda

safosto gzavnilebis Semdegi saxeebi: faqsi, el-fosta da

xmovani fosta. faqsis meSveobiT marketingis specialistebi

wamebSi awvdian informacias myidvelebs, Tumca maTi nawili

ukmayofiloa nebarTvis gareSe informaciis miwodebis gamo.

igive mdgomareobaa el-fostasTan dakavSirebiTac. xalxi uk-mayofiloa el-fostaze didi raodenobiT Sesuli informaci-

is gamo. am mdgomareobis dasaregulireblad marketologebi

myidvelTa nebarTvaze dafuZnebul programebs iyeneben da

el-fostiT reklamebs ugzavnian mxolod imaT, visac misi mi-

Reba surs. xmovani fosta telefonebis xmovan safosto yu-

Tebsa da mopasuxe mowyobilobebze winaswar Cawerili Set-

yobinebebis Camweri avtomaturi programaa. avtomaturi di-leri adamianis xmis gagonebisTanave wyvets zars. amis gamo

am fostiT adamianebi ar wuxdebian.

katalogebiT gayidva, rogorc pirdapiri marketingis

forma, gulisxmobs beWduri, eleqtronuli an videokatalo-

gebis gavrcelebas calkeul myidvelze maRaziebisa da inter-

netis gamoyenebiT. katalogebis marketingis gamoyenebis dros



387

adamianebs ar uwevT maRaziebSi siaruli produqtis SesarCe-

vad, rac mniSvnelovnad zogavs maT dros.

ramdenime wlis win katalogebi mxolod nabeWdi saxiT

vrceldeboda, dRes ki nabeWdi katalogebis gverdiT interne-

tis meSveobiT farTod vrceldeba eleqtronuli katalogebi.

magram eleqtronuli katalogebiT produqtebis gayidvis wi-

li jerjerobiT didi ar aris katalogebiT gayiduli saqon-

lis mTlian moculobaSi. beWduri katalogebi kvlav rCeba

pirdapiri marketingis erT-erT ZiriTad iaraRad. beWdur ka-

talogebTan SedarebiT ufro Znelia eleqtronuli kataloge-

biT myidvelTa mozidva. amitom eleqtronul katalogebTanerTad maTi beWduri variantebic vrceldeba.

pirdapiri gamoxmaurebis satelevizio marketingi ori

saxisaa.

1) pirdapiri gamoxmaurebis reklama;

2) telemaRazia.

pirdapiri gamoxmaurebis reklamas televiziaSi 60 an

120 wamis ganmavlobaSi uCveneben. is damajereblad mouT-xrobs mayureblebs produqtis Sesaxeb. imavdroulad, acxade-

ben ufaso telefonis nomrebs SekveTis misacemad. zogjer

satelevizio sareklamo programebi naxevari saaTic grZel-

deba. am programis sazRvrebSi mayurebels miewodeba infor-

macia ara mxolod saqonlis niSan-Tvisebebze, mis Tavisebure-

bebsa da upiratesobebze, aramed gasarTob masalasac awvdian.

pirdapiri gamoxmaurebis satelevizio reklama informa-ciis gavrcelebis iafi saSualebaa, romlis Sedegianobis Se-

faseba Zalian advilia da ganisazRvreba sareklamo mimarTva-

ze momxmarebelTa gamoxmaurebis raodenobiT.

telemaRaziebi produqtebis gayidvaze orientirebuli

satelevizio programebia, romlebic momxmareblebs saqonels

da momsaxurebas saxelSekrulebo fasebiT sTavazoben. tele-

maRaziebis meSveobiT iyideba farTo asortimentis saqoneli,



388

kerZod, tansacmeli, eleqtro-sayofacxovrebo teqnika, biJu-

teria da a.S. aRniSnuli programebis msvlelobis procesSi

tardeba produqtebis prezentacia da xSirad imarTeba lama-

zi warmodgenebi, romlebic momxmareblebs produqtebis yid-

visken ubiZgeben. dReisTvis evropaSi muSaobs savaWro arxi

QVC da sxva eleqtronuli maRaziebi, romlebic konkurenci-

as uweven eleqtronuli telemaRaziebis mflobel msxvil

evropul kompaniebs. erT-erTi msxvili eleqtronuli maRazi-

aa TV Shop. is muSaobs mTeli evropis teritoriaze. misi

yvelaze didi bazaria germania. TV Shop-s aqvs komerciuli

video da teleprogramebi, telemaRaziebi SveciaSi, agreTve,eleqtronuli maRaziebi. is internetis meSveobiT sxvadasxva

saxis savaWro operaciebs axorcielebs mTeli evropis mas-

StabiT.

xSirad kompaniebi momxmareblebze zemoqmedebis gaZlie-

rebis mizniT pirdapiri marketingis ramdenime formas er-

Tdroulad iyeneben. es aris integrirebuli pirdapiri marke-

tingi.integrirebuli pirdapiri marketingis pirobebSi mom-

xmarebelze zemoqmedebis sxvadasxva saSualebis gamoyeneba

etapobrivad xorcieldeba. aseT pirobebSi momxmarebelTa ga-

moxmaurebebis ricxvi mkveTrad izrdeba. specialistebis az-

riT, Tu safosto gzavnilebebiT SesaZlebelia momxmarebel-

Ta gamoxmaurebis 2%-iani donis miRweva, Web-saitis da

`cxeli” satelefono xazis gamoyenebiT es maCvenebeli SeiZ-leba 3%-mde gaizardos. maRal doneze organizebuli tele-

marketinguli RonisZiebebiT gamoxmaurebebis done 5-jer iz-

rdeba. am SemTxvevaSi pirdapiri safosto gzavnilebebiT gan-

pirobebuli 2%-iani gamoxmaurebebis done SesaZlebelia 15%-

iT da metadac ki amaRldes.

SeiZleba kompaniebma ufro metetapiani integrirebuli

pirdapiri marketingic gamoiyenon momxmarebelTa mosazidad.



389

ase, magaliTad, SeiZleba momxmareblebs jer daugzavnon sa-

fosto gzavnilebebi, Semdeg telefoniT daukavSirdnen maT

da ufro meti informacia miawodon TavianTi produqtis Se-

saxeb, ramdenime dRis Semdeg ki savaWro agentebi gagzavnon

maTTan. aseT pirobebSi izrdeba momxmarebelTa gamoxmaurebe-

bis raodenoba, Sesabamisad izrdeba produqtis realizaciis

moculoba da miRebuli mogebis sidide.

XIV TavSi gamoyenebuli marketinguli terminebi

personaluri gayidvasavaWro personali

savaWro personalis marTva

personaluri gayidvebis procesi

pirdapiri marketingi

pirdapiri marketingis formebi

telemarketingi

pirdapiri safosto gzavnilebipirdapiri gamoxmaurebis satelevizio marketingi

pirdapiri gamoxmaurebis reklama

telemaRazia

integrirebuli pirdapiri marketingi

reziume

myidvelebsa da gamyidvelebs Soris ormxrivi urTier-

Tobis formaa personaluri gayidva, romelic xorcieldeba

Sexvedrebis, telefoniT dakavSirebis, internetkonferencie-

bis Catarebis da sxva formiT.

personaluri gayidvis procesis efeqtianoba gamyidve-

lis profesionalizmzea damokidebuli. amis gamo gamyidvele-

bis SerCevis procesSi didi yuradReba eqceva maT profesi-



390

ul niSan-Tvisebebs, Semdeg ki maTi saqmianobis marTvis pro-

cesis sworad warmarTvas.

savaWro personalis marTvis procesi moicavs Semdeg

etapebs: savaWro personalis miznis formulireba, misi saq-mianobis strategiis gansazRvra, savaWro personalis struq-

turis dadgena, savaWro personalis SerCeva da daqiraveba,

savaWro personalis Sromis anazRaurebis wesisa da sididis

gansazRvra, savaWro personalis saqmianobis kontroli, sa-

vaWro personalis saqmianobis efeqtianobis Sefaseba. miuxe-

davad imisa, rom sxvadasxva sawarmoSi savaWro personalis

saqmianoba garkveuli specifikurobiT xasiaTdeba, mainc ikve-Teba is saerTo samuSaoebi, romelTac savaWro personali

TiTqmis yvela sawarmoSi asrulebs. maT miekuTvneba: axali

moTxovnilebebis gamoZebna, informaciis gavrceleba sawarmo-

sa da mis produqciaze, momxmarebelTa momsaxureba da in-

formaciis Sekreba.

savaWro personalis saqmianoba ramdenadme gansxvavebu-

lia momxmarebelze orientirebul da gayidvaze orientire-bul sawarmoebSi. orive SemTxvevaSi personaluri gayidvis

procesi moicavs Semdeg etapebs: potenciuri klientebis ga-

moZebna, maTTan winaswari kontaqtis damyareba maqsimalurad

meti informaciis misaRebad, Sexvedra klientebTan, produq-

tis demonstrireba myidvelis winaSe, prezentaciis da demon-

strirebis procesSi warmoSobili winaaRmdegobebis daZleva,

garigebaTa dadeba da gayidvis Semdgomi momsaxureba.sawarmoTa nawils Suamavlebis gareSe dayavs produqti

momxmareblamde, rac pirdapir marketings an pirdapir gasa-

Rebas warmoadgens. misi gamoyenebis dros myidvels SeuZlia

saqoneli saxlidan an ofisidan SeukveTos, riTac izogeba

misi dro da energia. gamyidvelebs pirdapiri marketingis ga-

moyeneba SesaZleblobas aZlevT daamyaron grZelvadiani ur-

TierTobebi myidvelebTan, imuSaon maTTan personalurad, Se-

amciron bazarze saqonlis win wawevis xarjebi, konfidencia-



391

lurad daukavSirdnen momxmarebels. dReisTvis praqtikaSi

gavrcelebulia pirdapiri marketingis Semdegi formebi: per-

sonaluri gayidva, telemarketingi, pirdapiri safosto gzav-

nilebi, eleqtronuli marketingi, pirdapiri gamoxmaurebissatelevizio marketingi, katalogebiT gayidva.

telemarketingi warmoadgens produqtis telefonebiT

gayidvas. am SemTxvevaSi sawarmoebi TavianT produqcias mom-

xmareblebs telefoniT sTavazoben, rac xSirad maT gaRizia-

nebas iwvevs. pirdapiri safosto gzavnilebi iTvaliswinebs

potenciuri momxmareblebisTvis werilebis, sareklamo gan-

cxadebebis, nimuSebis, bukletebis, videkasetebis da sxva ma-salebis fostis saSualebiT gagzavnas. pirdapiri marketingis

es forma mudmivad viTardeba. ukanasknel periodSi dainerga

safosto gzavnilebis Semdegi saxeebi: faqsi, el-fosta, xmo-

vani fosta. katalogebiT gayidva gulisxmobs myidvelebis-

Tvis katalogebis dagzavnas maRaziebis da internetis gamo-

yenebiT. katalogebis gacnobis Semdeg myidveli sawarmos aZ-

levs SekveTas ama Tu im saqonelze. dReisTvis, ZiriTadad,gamoiyeneba beWduri katalogebi. amasTan, sul ufro metad

gamoiyeneba eleqtronuli katalogebi. pirdapiri gamoxmaure-

bis satelevizio marketingis ori forma arsebobs: pirdapiri

gamoxmaurebis reklama da telemaRazia. pirvel SemTxvevaSi

saqoneli iyideba televiziaSi reklamis Cvenebis procesSi

ufaso satelefono zarebiT micemuli SekveTebis safuZvel-

ze. meore SemTxvevaSi saqonli iyideba telemaRaziebidan,romlebic produqtebis gayidvaze orientirebuli satelevi-

zio programebia. es programebi momxmareblebs saqonelsa da

momsaxurebas saxelSekrulebo fasebiT sTavazobs. pirdapiri

marketingis erT-erTi mniSvnelovani forma-eleqtronuli

marketingi ganixileba meCvidmete TavSi.



392

Tavi 15. marketinguli arxebi da logistika

XV Tavis swavlebis miznebi


1) marketinguli arxebis arsSi garkveva da maTi fun-

qciebis CamoTvla;

2) marketinguli arxebis saxeebis da doneebis daxasia-

Teba;

3) vertikaluri, horizontaluri da kombinirebuli

marketinguli sistemebis gamoyenebis pirobebis Camoya-

libeba;

4) marketinguli arxebis SerCevaze moqmedi faqtorebis

analizi;

5) marketinguli logistikis elementebis ganxilva.

15.1. marketinguli arxebis arsi da funqciebi

marketingul anu ganawilebis (distribuciis) arxebSi

igulisxmeba is urTierTdakavSirebuli sawarmoebi,

romlebic exmarebian mocemul konkretul sawarmos sa-

qonlis an momsaxurebis warmoebidan momxmareblamde

dayvanaSi.

maSasadame, marketingul arxebSi Sedian Suamavlebi, ro-

melTac saqoneli an momsaxureba dayavT warmoebidan sabo-

loo an biznesmomxmareblebamde.

marketinguli arxebis arsi vlindeba maT mier Sesru-lebul funqciebSi. dReisTvis specialistebi ganawilebis ar-xebis funqciebs sxvadasxvagvarad ayalibeben. maT mosazrebeb-



393

ze dayrdnobiT marketinguli arxebis ZiriTadi funqciebi Se-iZleba Camoyalibdes ase(ix. nax.15.1.).:

nax.15.1. marketinguli arxebis funqciebi

1) marketinguli kvlevebis Catareba saqonlis gayidvis-

Tvis saWiro informaciis misaRebad;

2) gasaRebis stimulireba bazrisTvis SeTavazebuli sa-

qonlis Sesaxeb informaciis gavrcelebis gziT;

3) kontaqtis damyareba potenciur myidvelebTan;

4) produqtis momxmareblis moTxovnilebebTan Sesabami-

sobaSi moyvana, rac gamoixateba materialuri saxiT



394

arsebuli produqtebis momxmarebelTa moTxovnebis

Sesabamisad dafasoebaSi, daxarisxebasa da SefuTvaSi;

5) saqonelsa da momsaxurebaze sakuTrebis uflebis ga-

dacemisTvis molaparakebebi marketinguli arxebis

warmomadgenlebTan;

6) saqonlis transportireba da sasawyobo damuSaveba;

7) produqtis momxmareblamde gadaadgilebis operaciebis

ganxorcielebis xarjebis dafinanseba.

marketinguli kvlevebi, momxmareblisTvis SeTavazebuli

produqtis Sesaxeb informaciis miwodeba, produqtis morge-

ba momxmareblis moTxovnilebebze, kontaqtis damyareba po-

tenciur myidvelebTan da molaparakebebi maTTan emsaxureba

garigebebis dadebas. rac Seexeba produqtis transportire-

bas, sasawyobo damuSavebas, agreTve, momxmareblisken gadaad-

gilebis operaciebis dafinansebas, maTi mizani dadebuli ga-

rigebebis Sesrulebaa.

produqtis momxmareblamde mitanis gzaze distribuciis

arxebi yvela CamoTvlil funqcias asruleben. im SemTxvevaSi,

Tu romelime arxi Sewyvets funqcionirebas, misi funqciebi

sxva arxs gadaecema.

15.2. marketinguli arxebis saxeebi da doneebi

marketinguli arxebis saxeebi da doneebi damokidebu-

lia marketinguli Suamavlebis raodenobaze, marketinguli

Suamavlebi ki, rogorc cnobilia, arian is sawarmoebi, rom-

lebic erTmaneTTan akavSireben, erTi mxriv, mwarmoeblebs da,

meore mxriv, saboloo da biznesmomxmareblebs.

marketingul arxebSi Suamavlebis raodenoba gansxvave-

bulia samomxmareblo da biznesproduqtebis mixedviT. ro-

gorc wesi, saboloo momxmareblebamde produqtis miwodebi-



396

bis procesi da miiRon adekvaturi gadawyvetilebebi gamov-

lenili darRvevebis aRmosafxvrelad. uSualo kontaqti mom-

xmareblebTan maTi interesebis ufro metad gaTvaliswinebis

SesaZleblobas iZleva.

momxmareblebTan piradi kontaqtis didi mniSvnelobis

miuxedavad mwarmoeblebi xSirad gverds ver uvlian Suamav-

lebis gamoyenebas da sargebloben maTi momsaxurebiT. es gan-

sakuTrebiT maSin xdeba, roca mwarmoeblebi emsaxurebian

teritoriuli TvalsazrisiT did bazrebs, agreTve, didi ra-

odenobiT momxmareblebs.

marketingul arxebs axasiaTeben Semadgeneli doneebismixedviTac.

marketinguli arxebis doneSi igulisxmeba nebismieri

Suamavali, romelic garkveul rols asrulebs saqon-

lis warmoebidan momxmareblisken gadaadgilebis da

misTvis sakuTrebis uflebis gadacemis procesSi.

nebismieri marketinguli arxi iwyeba mwarmoebliT da

mTavrdeba momxmarebliT. Suamavlebis raodenobis mixedviTganasxvaveben nulovan, erTdonian, ordonian da samdonian ar-

xebs.

erTdoniani arxi moicavs mxolod erT Suamavals. sa-

momxmareblo saqonlis bazarze Suamavalia sacalod movaWre,

sawarmoo daniSnulebis saqonlis bazarze ki gasaRebis agen-

ti an brokeri da biTumad movaWre. momsaxurebasac individu-

alur biznesmomxmareblebze erTdoniani marketinguli arxispirobebSi brokerebi an agentebi yidian.

ordoniani marketinguli arxis SemadgenlobaSi ori Su-

amavali Sedis. samomxmareblo saqonlis bazarze Suamavlebis

rolSi gamodis sabiTumo da sacalo vaWrobis sawarmoebi,

sawarmoo daniSnulebis saqonlis bazarze ki brokeri an

agenti da biTumad movaWre.



397

samdoniani marketinguli arxi gamoiyeneba samomxmareb-

lo saqonlis realizaciis procesSi. am SemTxvevaSi saqon-

lis momxmareblamde gadaadgilebaSi monawileobs wvrilbiTu-

mad movaWre sawarmoebi.

iSviaTad, magram mainc arsebobs marketinguli arxebi

ufro meti Suamavlebis monawileobiT. marketinguli arxebis

struqturuli Semadgenloba gansxvavebulia samomxmareblo

da sawarmoo daniSnulebis saqonlis da momsaxurebisTvis(

ix. nax. 15.3.)

samomxmareblo saqonlis gasaRebis

marketinguli arxebi

nulovani donis arxi

erTdoniani arxi

ordoniani arxi

samdoniani arxi

sawarmoo daniSnulebis saqonlis gasaRebis

marketinguli arxebi

nulovani donis arxi

mwarmoebeli momxmarebeli

mwarmoebeli sacalod movaWre momxmarebeli

mwarmoebeli biTumad movaWre sacalod movaWre momxmarebeli

mwarmoebeli biTumadmovaWre

wvrilbiTumi

sacalodmovaWre

momxmarebeli



398

erTdoniani arxi

ordoniani arxi

momsaxurebis gasaRebis marketinguli arxebi

nulovani donis arxi

nax. 15.2. marketinguli arxebis struqtura

mwarmoebeli biznesmomxmarebeli

mwarmoebeli agenti, brokeri biznesmomxmarebeli

mwarmoebeli agenti, brokeri biznesmomxmarebeli

biTumad movaWre

momsaxurebis

mwarmoebeli

individualuri

momxmarebeli anbiznes-momxmarebeli

individualurimomxmarebeli anbiznes-momxmarebeli

brokeri, agentimomsaxurebis mwarmoebeli



399

15.3. vertikaluri, horizontaluri da

kombinirebuli marketinguli sistemebi

saqonlis momxmareblamde gadaadgilebis marketingul

arxebSi SeiZleba Sediodes erTi an ramdenime piri, romle-

bic erTad qmnian sxvadasxva tipis marketingul sistemebs.

ganasxvaveben tradiciul arxebs, vertikalur, horizonta-

lur da kombinirebul marketingul sistemebs.

istoriulad saqoneli pirvelad ganawilebis tradici-

uli marketinguli arxebis meSveobiT iyideboda. ganawilebis

tipiuri tradiciuli arxi Sedgeba damoukidebeli mwarmoeb-lebis da erTi an ramdenime biTumad da sacalod movaWre sa-

warmosgan (ix. nax. 15.4. ).

nax. 15.4. ganawilebis tradiciuli arxi

ganawilebis tradiciuli arxis yoveli wevri damouki-

deblad muSaobs bazarze da iswrafvis miiRos rac SeiZleba

meti mogeba, Tundac arxis sxva wevrebis dazaralebis piro-

bebSi. maSasadame, ganawilebis tradiciuli arxis gamoyenebi-

sas Zlierdeba konkurenciuli brZola da mwvavdeba kon-

fliqtebi arxis wevrebs Soris. am naklovanebaTa aRmosaf-

xvrelad Seiqmna vertikaluri marketinguli sistema ( ix.

nax. 15.4.) romelic, Tavis mxriv, sami saxisaa: korporaciu-

li, saxelSekrulebo da marTuli.

vertikalur marketingul sistemaSi Semavali mwarmoe-

beli, sabiTumo da sacalo savaWro sawarmoebi bazarze gamo-

dian erTiani sistemis saxiT. arxis erTi monawile an da-

narCeni monawileebis mflobelia an

mwarmoebeli sacalod movaWrebiTumad movaWre momxmarebeli



400

nax. 15.4. vertikaluri marketinguli

arxebis struqtura

maTTan muSaobs xelSekrulebis safuZvelze an kidev lideria

arxSi.

vertikalur marketingul sistemaSi wamyvani poziciis

dakaveba SeuZlia rogorc mwarmoebel, ise sabiTumo da saca-

lo savaWro sawarmoebs.

korporaciul vertikalur marketingul sistemaSi ar-

xis monawileTa Zalisxmevis koordinirebis da konfliqturisituaciebis marTvis SesaZleblobas iZleva maTi erT-erTi

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

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

kompaniis kuTvnil sawarmoebSi. maSasadame, korporaciul

marketingul sistemaSi Semaval sawarmoebs marTavs maTi er-

TaderTi mflobeli.

vertikaluri

marketinguli

sistemis saxeebi

korporaciuli

vertikaluri

marketinguli

sistema

saxelSekrulebo

vertikaluri

marketinguli

sistema

marTuli

vertikaluri

marketinguli

sistema



401

saxelSekrulebo vertikaluri marketinguli sistema

Sedgeba erTmaneTTan xelSekrulebiT dakavSirebuli sawarmo-

ebisgan. aseT sistemaSi gaerTianebulia sabiTumo sawarmoebis

mier dafinansebuli sacalod movaWreTa nebayoflobiTi gaer-

Tianeba, sacalod movaWreTa kooperativi da frenSaizinguli

organizaciebi (ix. nax. 15.5.).

saxelSekrulebo

vertikalurimarketinguli

sistema

sacalodmovaWreTa

nebayoflobiTi

gaerTianeba

sacalodmovaWreTa

kooperativi

frenSaizinguli

organizaciebi

sacalofrenSizebis

sistemamwarmoeblisegidis qveS

sabiTumofrenSizebis

sistemamwarmoeblisegidis qveS

sacalofrenSizebis

sistemamomsaxurebissferos

kompaniisegidis qveS



402

nax. 15..5. saxelSekrulebo vertikaluri

marketinguli sistema

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 misgan saqoneli biTumad. aseT pirobebSi sacalo savaW-

ro sawarmoebs muSaobisa da brZolaSi gamarjvebis didi San-si aqvT.

sacalod movaWreTa kooperativi sacalod movaWre sa-

warmoebis damoukidebeli gaerTianebaa, romelic saqonels bi-

Tumad Seisyidis da SeuZlia saqonlis warmoebac. am gaerTia-

nebis wevrebi TavianTi saqonlis did nawils yiduloben ko-

operativis meSveobiT. isini erToblivad axorcieleben sa-

reklamo saqmianobasac. kooperativis mier miRebuli mogebamis wevrebs Soris nawildeba Sesyidvis moculobis Sesabami-

sad.

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 5749frenSaizinguli organizacia iTvleboda, dReisTvis ki maTi

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

amerikuli kompania Tavis saqonels an momsaxurebas yidis

swored frenSaizinguli liderebis daxmarebiT. ganasxvaveben

frenSaizingis sam ZiriTad formas: sacalo frenSizebis sis-

tema mwarmoeblis egidis qveS; sabiTumo frenSizebis sistema



403

mwarmoeblis egidis qveS; sacalo frenSizebis sistema momsa-

xurebis sferos kompaniis egidis qveS.

sacalo frenSizebis sistema mwarmoeblis egidis qveS

gavrcelebulia saavtomobilo mrewvelobaSi. ase, magaliTad,

kompania Ford Tavis liderebs aZlevs avtomobilebiT vaWro-

bis licenziebs. dilerebi damoukidebeli firmebia, romlebic

Tanaxmani arian Seasrulon privilegiebis mflobeli kompani-

is gansazRvruli moTxovnebi avtomanqanebis gasaRebisa da

myidvelTa momsaxurebis procesSi.

sabiTumo frenSizebis sistema mwarmoeblis egidis qveS

gamoiyeneba ualkoholo sasmelebis warmoebaSi. mas iyenebskompania Coca-Cola, romelic licenziebs aZlevs qarxnebs mi-

si koncentratebiT sasmelebis Camosxmaze. qarxnebi am sasme-

lebs biTumad yidian, ZiriTadad, adgilobriv sacalod movaW-

reebze.

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 dasayvanad.

aRniSnuli sistema gamoiyeneba avtomobilebis gamqiravebel

firmebSi, swrafi momsaxurebis masobrivi kvebis sawarmoebSi,

sastumroebis qselSi. sacalo frenSizebis sistema momsaxu-

rebis sferos kompaniis egidis qveS kargad funqcionirebs,

magaliTad, kompania McDonald’s-Si.

marTuli vertikaluri sistemis pirobebSi xorcielde-ba saqonlis warmoebisa da distribuciis Tanmimdevruli

etapebis dakavSireba da marTva sistemis erT-erTi monawi-

lis mier misi sididis da wamyvani sabazro wilis safuZvel-

ze. am sistemas iyeneben General Electric da Procter&Gamble.

es kompaniebi mWidrod TanamSromloben TavianTi saqonlis

gamyidvelebTan fasebis dawesebis, gasaRebis stimulirebis

meTodebis SerCevis da sxva sakiTxebis gadawyvetaSi.



404

axali marketinguli SesaZleblobebis aTvisebaSi did

rols asrulebs horizontaluri marketinguli sistema. am

sistemaSi erTi donis sawarmoebi erTiandebian maSin, roca

axali marketinguli SesaZleblobebis asaTviseblad ar hyof-

niT kapitali, codna, sawarmoo simZlavreebi. TanamSromloba

SeiZleba iyos droebiTi an mudmivi, SeiZleba erToblivi sa-

warmos Seqmnac. am sistemis magaliTia saaqcio sazogadoeba

“saqarTvelos bankis” da Tbilisis metropolitenis Tanam-

Sromloba. saqarTvelos bankma Tbilisis metroSi ganaTavsa

serviscentrebi da bankomatebi, riTac Tavisi bazari kidev

ufro gaafarTova da Tanac mokle droSi, Tbilisis metro-politenma ki sabanko momsaxurebis SeTavazebiT mniSvnelov-

nad dauzoga dro Tavis klientebs, ramac aseve dadebiTad

imoqmeda maTi raodenobis gazrdaze.

bazrebis aTvisebis procesSi sawarmoTa nawili iyenebs

mravalarxian marketingul sistemebs, romelTac kombinire-

bul sistemebsac uwodeben (ix. nax. 15.6. ).

es sistemebi gamoiyeneba maSin, roca sawarmoebis saqo-nels iyeneben rogorc individualuri momxmareblebi, ise

biznes-momxmareblebi. individualur momxmareblebze sawarmo-

ebs SeuZliaT saqoneli gayidon katalogebiT, telefonebiT,

internetiT, damoukidebeli sacalo savaWro sawarmoebis ga-

moyenebiT. biznes-momxmareblebze saqoneli SeiZleba gaiyidos

rogorc mwarmoebeli sawarmos gasaRebis qvedanayofis Tanam-

Sromlebis mier, ise marketinguli Suamavlebis (biTumad mo-vaWre, brokeri, agenti) gamoyenebiT.

kombinirebul marketingul sistemas efeqtianad iyenebs

amerikuli kompania IBM. is Tavis kompiuterebs momxmareb-

lebze yidis rogorc damoukideblad, Tavisi gasaRebis qveda-

nayofis meSveobiT, ise Suamavlebis gamoyenebiT. kompiutere-

bis gayidvisas IBM iyenebs katalogebs, telemarketings, da-

moukidebel dilerebs, msxvil sacalo savaWro sawarmoebs,



405

biTumad movaWreebs. marTalia, kombinirebuli marketinguli

sistema xels uwyobs bazris gafarToebas sxvadasxva segmen-

tis

nax. 15.6. kombinirebuli marketinguli sistema

aTvisebis gziT, misi gamoyeneba mainc gaZnelebulia masSi

xSiri konfliqtebis gamo.

15.4. marketinguli arxebis SerCeva

produqtis gasaRebisas gamosayenebeli marketinguli

arxebis Sesaxeb gadawyvetilebis miRebas win uswrebs SerCe-

vis procesze moqmedi faqtorebis analizi. am faqtorebs So-

ris gamoyofen sabazro, sasaqonlo, konkurentul da organi-

mwarmoebeli agenti,brokeri

biTumadmovaWre

biznes-

momxmarebeli

biznes-momxmarebeli

samomxmareblosaqonlismomxmarebebeli

samomxmareblo saqonlismomxmarebeli

sacalodmovaWre

katalogebi, telefoni

mwarmoeblis gasaRebis ganyofileba



406

zaciul faqtorebs. mxolod am faqtorebis Sefasebis safuZ-

velze miiReba gadawyvetileba mowinave sawarmoebSi gamosaye-

nebeli marketinguli arxis tipze.

arxis struqtura, pirvel rigSi, damokidebulia moce-

muli sawarmos produqtis myidvelze. amitom mwarmoeblebi

unda flobdnen informacias momxmarebelTa raodenobis, maTi

koncentraciis, nayidobis saSualo sididis, moTxovnilebebis

Sesaxeb. biznes-momxmareblebs mwarmoeblebi, Cveulebriv, uSu-

alod,Nanu nulovani donis arxiT ukavSirdebian. rac Seexeba

individualur momxmareblebs, isini saqonels upiratesad sa-

calo savaWro qselSi yiduloben. saqoneli maRaziebSi mwar-moebels Seaqvs TviTon an sabiTumo rgolis daxmarebiT.

marketinguli arxis SerCevis procesze moqmedi sapro-

duqto faqtorebi moicavs produqtis moxmarebis xangrZli-

vobas, asortimentis sirTules, faseulobas, Senaxvis xan-

grZlivobas da a.S. bunebrivia, malfuWebadi saqoneli momxma-

rebels miewodeba nulovani an erTdoniani arxiT. rTuli

asortimentis saqoneli mwarmoebelma momxmareblamde undadaiyvanos Suamavlebis gamoyenebiT, magram mokle marketingu-

li arxiT. xangrZlivi moxmarebis saqoneli, ZiriTadad,

grZeli marketinguli arxiT dadis momxmareblamde. mokleva-

diani gamoyenebis saqoneli, magaliTad, purproduqtebi, mom-

xmareblamde gadaadgildeba mokle arxiT.

marketinguli arxis SerCevis dros mwarmoeblebi er-

TmaneTs adareben sxvadasxva variants da ise iReben gadawyve-tilebas gamosayenebeli arxis tipze. ukanasknel periodSi

sul ufro didi popularobiT sargeblobs saqonlis momxma-

reblisTvis miwodeba nulovani arxis gamoyenebiT.

marketinguli arxebis SerCevis dros sawarmoebma unda

gaiTvaliswinon, agreTve, TavianTi resursebi saqonlis gasa-

Rebis procesSi gamosayeneblad, servisze moTxovnilebis

mdgomareoba da sakuTari SesaZleblobebi am mimarTulebiT.



407

intensiuri ganawileba anu intensiuri distribuciis

strategia iTvaliswinebs saqonlis mocemuli konkretuli

sawarmosTvis yvela xelmisawvdom arxSi gayidvas. praqtikaSi

realurad arsebobs iseTi sawarmoebi, romlebic TavianTi sa-

qonlis gasayidad iyeneben qveyanaSi arsebul TiTqmis yvela

tipis savaWro sawarmos. intensiuri midgomiT SeirCeva mar-

ketinguli arxebi yoveldRiuri moTxovnis saqonlis momxma-

reblamde misatanad. amiT mwarmoeblebi momxmareblebs SesaZ-

leblobas aZleven Zalisxmevis minimaluri daxarjviT SeiZi-

non aseTi produqtebi.

im SemTxvevaSi, Tu mwarmoeblebi dainteresebuli arianaxali saqonlis bazarze danergviT da saqonlis gasaRebis

procesze kontrolis dawesebiT, isini mkveTrad amcireben

Suamavlebis raodenobas da saqonlis gayidvis eqskluziuri

ufleba konkretul geografiul regionSi SeiZleba miscen

mxolod gansazRvrul Suamavlebs. saqonlis momxmareblamde

mitanis aseTi wesiT iyideba avtomobilebi, sayofacxovrebo

teqnikis da tansacmlis zogierTi brendi.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

daajildova is Suamavalebi, romlebmac daakmayofiles misi

moTxovnilebebi gamyidvelebis momzadebis, momxmarebelTa

momsaxurebis, urTierTdamokidebulebis marTvis amocanebis

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



408

ketinguli xarjebis anazRaurebiT. miuxedavad Suamavlebis

mier dasawyisSi gaweuli winaaRmdegobisa, dReisTvis maTi

umetesoba am programis monawilea.

produqtis momxmareblamde mitanis seleqtiuri dis-

tribuciis strategias Sualeduri adgili ukavia intensiur

da eqskluziur distribuciebs Soris, e. i. am SemTxvevaSi

Suamavlebis raodenoba erTze metia, magram naklebia mocemu-

li sawarmos saqonlis gayidviT dainteresebuli Suamavlebis

raodenobaze. am wesiT yidian, magaliTad, TavianT saqonels

televizorebisa da avejis mwarmoebeli sawarmoebi. seleqti-

uri distribucia mwarmoebls bazris gafarToebis da inten-siur midgomasTan SedarebiT saqonlis ufro naklebi dana-

xarjebiT gayidvis saSualebas aZlevs.

15..5. saqonelmoZraobis (marketinguli logistikis) buneba

da organizaciuli aspeqtebi

saqonelmoZraobaSi anu marketingul logistikaSi igu-

lisxmeba saqonlis warmoebis adgilidan moxmarebis adgilam-

de fizikuri gadaadgilebisTvis saWiro RonisZiebebis dageg-

mva, praqtikaSi gatareba da kontroli momxmarebelTa moT-

xovnilebebis dakmayofilebisa da mogebis miRebis mizniT.

saqonelmoZraoba urTierTkavSirSi myofi Semdegi ele-

mentebis sistemaa:1) momxmarebelTa momsaxureba;

2) SekveTebis damuSaveba;

3) sasaqonlo maragis marTva;

4) saqonlis Senaxva;

5) saqonlis dacva dazianebisgan;

6) saqonlis transportireba.



409

saqonelmoZraobis ZiriTadi mizani momxmareblebisTvis

sasurveli produqtis saWiro adgilze da saWiro dros mi-

tanaa minimalurad dasaSvebi xarjebiT. magram, aranaklebi

mniSvneloba eniWeba myidvelTa momsaxurebis maqsimalur xa-

risxs, Tumca realurad amis miRweva Zalian Znelia. momxma-

rebelTa momsaxurebis done saqonelmoZraobis efeqtianobis

ZiriTadi xarisxobrivi maCvenebelia, romelic xels uwyobs

moTxovnis Camoyalibebasa da zrdas mocemuli sawarmos pro-

duqtze. maqsimaluri servisi klientebisTvis damokidebulia

mraval faqtorze, kerZod, maTi SekveTebis Sesrulebis sis-

wrafeze, miwodebuli produqciis xarisxze, damatebiTi mom-saxurebis formebze, saqonlis gayidvis Semdgom momsaxureba-

ze, transportis racionaluri saxeebis SerCevaze, sasaqonlo

maragis odenobasa da misi SenaxvisTvis normaluri pirobebis

Seqmnaze. sawarmoebi winaswar gansazRvraven momsaxurebis sa-

xeebs, romlebic SeuZliaT SeTavazon momxmareblebs Tavisi

SesaZleblobebis mixedviT. magaliTad, SeiZleba miiRon ga-

dawyvetileba momxmarebelTa SekveTebis drois gansazRvrulmonakveTSi (davuSvaT erT dRe-RameSi, erT kviraSi) Sesru-

lebaze.

saqonelmoZraoba dakavSirebulia gansazRvrul danaxar-

jebTan, romlebSic yvelaze didi wiliT satransporto da

Senaxvis xarjebia warmodgenili. gacilebiT mcirea SekveTe-

bis damuSavebis, saqonlis datvirTva-gadmotvirTvis da admi-

nistraciuli xarjebi. xarjebis racionaluri Semcireba sa-qonelmoZraobis efeqtianobis amaRlebis aucilebeli pirobaa.

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, saqonlis gadaitvirTeba

da angariSi formdeba kompiuterebis gamoyenebiT, rac aCqa-



410

rebs saqonelmoZraobis process, es ki momgebiania rogorc

mwarmoeblebis, ise momxmareblebisTvis.

SekveTebis damuSaveba iTvaliswinebs SemkveTis kreditu-

narianobis Semowmebas, gayidvis aRricxvas da buRaltrul

gatarebas, SekveTis Sesrulebis adgilis dadgenas da saWi-

roebis SemTxvevaSi dokumentaciis koreqtirebas (Tu srulad

ver Sesrulda SemkveTis moTxovnileba).

sasaqonlo maragis Seqmna saWiroa, pirvel rigSi, imis

gamo, rom saqonlis warmoeba da moxmareba drosa da sivrce-

Si ar emTxveva erTmaneTs, rac mkafiodaa gamoxatuli sezo-

nuri warmoebisa da moxmarebis saqonelze. saqonlis maragisarseboba sawyobebSi uzrunvelyofs saqonelbrunvis Seufer-

xebel ganviTarebas da myidvelTa momsaxurebis saTanado do-

nes. saqonelmoZraobis arxebSi maragi unda Seiqmnas im ode-

nobiT, rom SesaZlebeli gaxdes yvela momxmareblis moTxov-

nilebis dauyovnebliv dakmayofileba. amasTan, saqonlis mara-

gis sidide SesabamisobaSi unda iyos moyvanili 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 sa-

saqonlo maragis manevrirebis process. amasTan, sakuTari

sawyobebis Senaxva moiTxovs xarjebs, magram am SemTxvevaSi

sawarmos aqvs gakontrolebis meti SesaZlebloba. saerTosargeblobis sawyobebi iReben gadasaxads. isini saqonlis Se-

naxvasTan erTad sawarmoebs uweven sxvadasxva saxis fasian

momsaxurebas, kerZod, asruleben saqonlis gasinjvis, SefuT-

vis, gadatvirTvis operaciebs. saerTo sargeblobis sawyobe-

bis momsaxurebis SemTxvevaSi metia saqonlis maragis efeqti-

ani gadaadgilebis SesaZleblobebi.



411

saqonlis sawyobebSi Senaxva moiTxovs sasawyobo Seno-

bebSi gamoyenebuli mowyobilobebis Sesyidvisa da amortiza-

ciis, sawyobebSi dasaqmebuli muSakebis Sromis anazRaurebis,

saqonlis danakargebis dafarvis, kreditis procentis anazRa-

urebis da sxva saxis xajebs.

saqonelmoZraobaSi saqonlis SenaxvasTan erTad did

rols asrulebs transportireba, romlis xarjebic aRemateba

Senaxvis xarjebs. saqonlis gadazidvis organizaciazea damoki-

debuli fasebis done, saqonlis droulad mitana daniSnule-

bis adgilamde da gadaziduli produqciis sasaqonlo saxe

momxmareblisTvis miwodebis momentSi. es faqtorebi uSualodmoqmedeben momxmareblis moTxovnilebebis dakmayofilebis do-

neze.

gadasazidi saqonlis xarisxisgan damokidebulebiT sa-

warmoebma SeiZleba isargeblon rkinigzis, wylis, saavtomo-

bilo, milsadeni da sahaero transportiT. transportis sa-

xis SerCeva damokidebulia tvirTis erTeulis gadazidvis

fasze, gagzavnis sixSireze, gadazidvis usafrTxoebaze, dro-sa da adgilze, transportis saimedoobaze, qveynis misadgomi

regionebis raodenobaze.

marketinguli logistikis erT-erTi mniSvnelovani amo-

canaa tvirTis dauzianeblad mitana momxmareblamde. am amo-

canis gadawyvetas uzrunvelyofs SefuTva da tvirTis damu-

Saveba imgvarad, rom Tavidan aicilon garemo pirobebis ze-

moqmedeba da dataceba.tvirTis momxmareblamde dauzianeblad mitanas emsaxu-

reba iunitizaciis da konteinerizaciis koncefciebi. iuniti-

zacia gulisxmobs tvirTis yovel partiaSi rac SeiZleba

meti sasaqonlo erTeulis Setanas, rac gadazidvis xarjebs

Seamcirebs. saqonlis dauzianeblad transportirebisTvis

Cveulebriv gamoiyeneben xis yuTebs. konteinerizacia, SeiZle-



412

ba iTqvas, aris iunitizacia ufro farTo masStabiT, e.i ram-

denime iunitizebuli sasaqonlo partiis gaerTianeba.

XV TavSi gamoyenebuli marketinguli terminebi:

marketinguli arxebi

marketinguli arxebis funqciebi

distribuciis arxebi

marketinguli arxebis saxeebi

marketinguli arxebis donepirdapiri arxi

pirdapiri gasaReba

pirdapiri marketingi

nulovani donis arxi

erTdoniani arxi

ordoniani arxi

samdoniani arxivertikaluri marketinguli sistema

horizontaluri marketinguli sistema

kombinirebuli marketinguli sistema

ganawilebis tradiciuli arxi

korporaciuli vertikaluri marketinguli sistema

saxelSekrulebo vertikaluri marketinguli sistema

marTuli vertikaluri marketinguli sistemafrenSaizinguli organizacia

sacalo frenSizebis sistema

sabiTumo frenSizebis sistema

intensiuri ganawileba

intensiuri distribucia

saqonelmoZraoba

marketinguli logistika



413

reziume

sawamoSi miRebul marketingul gadawyvetilebebs Soris

erT-erTi metad mniSvnelovani da sapasuxismgeblo gadawyve-

tilebaa marketinguli arxis SerCeva. Tu arasworad SeirCa

marketinguli arxi, saqoneli ver moxvdeba im dros da im

adgilze, rodesac da sadac mas yvelaze metad elodeba mom-

xmarebeli, rac uaryofiTad imoqmedebs sawarmos muSaobis

Sedegebze.

marketinguli arxebi Suamavlebia sawarmoebsa da mom-

xmareblebs Soris. isini asruleben Semdeg funqciebs: marke-tinguli kvlevebis Catareba, gasaRebis stimulireba, kontaq-

tis damyareba potenciur myidvelebTan, produqtis Sesabami-

sobaSi moyvana momxmarebelTa moTxovnilebebTan, molaparake-

bebi, saqonlis transportireba da saqonelmoZraobis dafi-

nanseba.

praqtikaSi ganasxvaveben pirdapir, arapirdapir da Sere-

ul marketingul arxebs. pirdapiri arxi, anu pirdapiri gasa-Reba iTvaliswinebs saqonlis momxmareblamde dayvanas Suamav-

lebis gamoyenebis gareSe. e.i am SemTxvevaSi saqoneli momxma-

rebels miewodeba TviTon mwarmoeblis mier. arapirdapiri

arxebis gamoyenebis dros bazarze SeiZleba iyos erTi an

ramdenime Suamavali.

marketingul arxebs axasiaTeben, agreTve, doneebis mi-

xedviTac. marketinguli arxebis doneSi igulisxmeba nebismi-eri Suamavali, romelic gansazRvrul rols asrulebs sa-

qonlis momxmareblisken gadaadgilebis da misTvis sakuTre-

bis uflebis gadacemis procesSi. praqtikaSi gvxvdeba nulo-

vani, erTdoniani, ordoniani da samdoniani arxebi. pirdapir

gasaRebas uwodeben nulovani donis arxs. Suamavlebi gansxva-

vebulia samomxmareblo da sawarmoo daniSnulebis saqonlis

mixedviT.



414

marketinguli arxebi mudmivad viTardeba. istoriulad

pirvelad saqoneli tradiciuli arxebiT daiyvaneboda mom-

xmareblebamde. tradiciuli arxis pirobebSi misi yoveli mo-

nawile damoukideblad muSaobs bazarze da sakuTari miznis

misaRwevad SeuZlia bazris sxva subieqtebisTvis zianis miye-

neba. dReisTvis marketingulma arxebma didi da seriozuli

cvlilebebi ganicada, ris Sedegadac Camoyalibda vertikalu-

ri, horizontaluri da kombinirebuli marketinguli siste-

mebi. am sistemebis ganviTarebis Sedegad Seicvala marketin-

guli arxis monawileebs Soris urTierTobebis xasiaTi, ker-

Zod, Semcirda konfliqtebi, Sesustda konkurencia.marketinguli arxebis SerCevis procesi moicavs faq-

torTa farTo wris analizs. am faqtorebidan, pirvel rigSi,

Seiswavlian momxmarebels da produqts. mniSvnelovania, ag-

reTve, sawarmos resursebiT uzrunvelyofis analizi.

mocemul TavSi ganxilulia marketinguli logistikis

sakiTxic, romelic iTvaliswinebs saqonlis momxmareblisken

fizikuri gadaadgilebisTvis saWiro RonisZiebebis dagegmvas,ganxorcielebas da kontrols.



415

Tavi 16. sacalo da sabiTumo vaWroba

XVI Tavis swavlebis miznebi


1) sacalo da sabiTumo vaWrobis rolis daxasiaTe-

ba saqonlis warmoebidan momxmareblamde dayva-

nis procesSi;

2) sacalo savaWro sawarmoebis ZiriTadi saxeebis

CamoTvla da daxasiaTeba;

3)

sabiTumo vaWrobis sawarmoebis ZiriTadi saxee-

bis CamoTvla da daxasiaTeba;

4) sacalo da sabiTumo sawarmoebis mier miRebuli

marketinguli gadawyvetilebebis Camoyalibeba.

16.1. sacalo vaWrobis arsi da mniSvneloba mosaxleo-

bis momsaxurebaSi

sacalo vaWroba aris saqonelmoZraobis damamaTavrebe-

li stadia, romlis meSveobiTac saqoneli mis uSualo

momxmarebels mieyideba individualuri da koleqtiuri

moTxovnilebebis dasakmayofileblad. sacalo vaWrobis

rgolis gavliT saqoneli wyvets moZraobas mimoqcevis

sferoSi da gadadis moxmarebis sferoSi.

sacalo vaWroba SeiZleba ganxorcieldes maRaziaSi, qu-

CaSi, momxmareblis binaze. saqonlis sacalod gayidvis aqti

imis maCvenebelia, rom Seqmnili produqti sazogadoebam aRi-

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

sacalo vaWrobis ZiriTadi funqciaa saqonlis momxma-

reblamde dayvana yidva-gayidvis gziT. am funqciis Sesrule-



416

bis dros sacalo vaWroba zemoqmedebs, erTi mxriv, warmoe-

baze, meore mxriv ki moxmarebis procesze. sacalo vaWrobis

ZiriTadi funqciis Sesruleba uzrunvelyofilia Semdegi

operaciebis SesrulebiT:

1) bazris koniunqturis Seswavla;

2) saqonlis calkeul saxeebze moTxovnisa da miwode-

bis gansazRvra bazris koniunqturis Seswavlis Se-

degebis safuZvelze;

3) saqonlis Sesyidva da savaWro asortimentis formi-

reba moTxovnis mixedviT;

4)

saqonlis miReba da Senaxva;5)

saqonelze fasebis daweseba;

6) momwodeblebis da momxmareblebis informireba;

7) saqonlis gayidva.

mxolod CamoTvlili qvefunqciebis erTobliobiTaa Se-

saZlebeli sacalo vaWrobis ZiriTadi funqciis maRal done-

ze Sesruleba.

16.2. sacalo savaWro sawarmoebis ZiriTdi saxeebi

sacalo vaWrobaSi ZiriTadi rgolia savaWro sawarmo,

romelic iuridiuli piria, sargeblobs gansazRvruli ufle-

bebiT da asrulebs garkveul movaleobebs.

sacalo savaWro sawarmoebs ajgufeben momxmareblebis-Tvis SeTavazebuli sasaqonlo asortimentis, fasze damokide-

bulebis, savaWro momsaxurebis xasiaTis, sakuTrebis da maRa-

ziebis koncentraciis mixedviT.

momxmareblebisTvis SeTavazebuli sasaqonlo asortimen-

tis mixedviT gamoiyofa maRaziaTa mravali tipi, romelTa

Soris ZiriTadia: specializebuli maRazia, univermaRi, uni-

versami, yoveldRiuri moTxovnis saqonlis maRazia.



417

specializebuli maRaziebi momxmareblebs sTavazoben

viwro asortimentis saqonels. aseTia tansacmlis, fexsac-

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

viwrospecializebuli maRaziebic. magaliTad, mamakacis an qa-

lis tansacmlis maRaziebi miekuTvneba maRaziebs SezRuduli

asortimentiT, xolo mamakacis perangebiT, an qalis kabebiT

movaWre maRaziebi viwrospecializebul maRaziebs. amerikeli

specilistebis erTi nawilis azriT, qveyanaSi momavalSi ga-

izrdeba viwrospecializebuli maRaziebis raodenoba. aseT ma-

Raziebs bazris segmentaciis upiratesobebis gamoyenebis didi

SesaZleblobebi aqvT. specializebuli maRaziebi SeiZlebaekuTvnodeT damoukidebel movaWreebs, an kidev Sediodnen

specializebul maRaziaTa qselSi.

univermaRebi momxmareblebs sTavazoben ramdenime sasa-

qonlo jgufis saqonels : tansacmels, fexsacmels, saojaxo

saqonels, parfiumerias. sxvadasxva saxis saqoneli iyideba

specializebul seqciebSi. istoriulad pirveli univermaRi

iyo bon marSe, romelic parizSi 1852 wels daarsda.universami sakmaod msxvili savaWro dawesebulebaa, ro-

melSic moqmedebs SedarebiT mcire savaWro daricxva da ro-

melic momxmarebels sTavazobs farTo asortimentis saqo-

nels, kerZod, kvebis produqtebs, sarecx saSualebebs da sa-

ojaxo saqonels. universamebi, ZiriTadad, erTiandebian erTi-

an qselSi, Tumca SeiZleba isini kerZo mflobelsac ekuT-

vnodes. universamSi saqoneli iyideba TviTmomsaxurebis meTo-diT.

yoveldRiuri moTxovnis saqonlis maRaziebi ganlagebu-

lia sacxovrebel raionebSi. isini momxmareblebs sTavazoben

saqonlis viwro asortiments da muSaoben gamosasvleli

dRis gareSe.



418

fasze damokidebulebiT ganasxvaveben Semcirebuli fase-

biT movaWre maRaziebs, maRazia-sawyobebs da katalogebiT mo-

vaWre maRaziebs.

Semcirebuli fasebiT movaWre maRaziebi momxmarebels

standartul saqonels sTavazoben dabal fasSi. amis safuZve-

li savaWro daricxvis Semcireba da gayidvis moculobis

gazrdaa. Semcirebuli fasebiT movaWre maRazia yovelTvis

dabal fasSi yidis saqonels samamulo warmoebis saqonlis

xarjze da ara saqonlis dabali xarisxis gamo.

maRazia-sawyobebis mizania didi moculobis saqonlis

gayidva dabal fasebSi. aseTi vaWrobis yvelaze gavrcelebu-li saxea avejis maRazia-sawyobebi.

ganviTarebul qveynebSi gavrcelelbulia katalogebiT

movaWre maRaziebi-sademonstracio darbazebi. momxmareblebs

katalogebis miReba SeuZliaT sademonstracio darbazebSi an

fostiT. katalogSi mocemulia sapreiskuranto fasi yoveli

nakeTobisTvis da misi fasi fasdaklebis Semdeg. momxmare-

bels saqonelze SekveTis micema SeuZlia telefoniTac, Sinmitanis Tanxis gadaxdiT.

savaWro momsaxurebis xasiaTis mixedviT gamoyofen sta-

cionalur, moZrav da saamanaTo qsels.

yvelaze farTod gavrcelebulia stacionaluri savaW-

ro qseli, romelic moicavs maRaziebs, jixurebs, savaWro

avtomatebs.

moZrav savaWro qsels miekuTvneba avtofardulebi, rom-lebSic iyideba rogorc sasursaTo, ise arasasursaTo saqo-

neli.

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.



419

sabazro ekonomikis mqone qveynebSi sacalo savaWro

qseli sakuTrebis formebis mixedviT ZiriTadad warmodgeni-

lia Semdegi saxeebiT:

1.

damoukidebeli savaWro sawarmo;

2. korporaciuli qseli;

3. sacalod movaWre kooperativi;

4. momxmarebelTa kooperativi;

5. frenSaizinguli organizacia;

6. savalo konglomerati.

sakuTrebis yvelaze ufro gavrcelebuli formaa damo-

ukidebeli savaWro sawarmo. am SemTxvevaSi momxmareblebs em-saxureba erTi damoukidebeli maRazia, romlis mflobelic,

ZiriTadad, 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 sa-

qonels, aqvT saqonlis Sesyidvis da gasaRebis erTiani sis-

tema. xSirad korporaciul qselSi Semaval maRaziebs aqvTerTnairi arqiteqturuli gaformeba. maRaziaTa savaWro

asortimentis gansazRvra, msxvili SekveTebis wardgena, maRa-

ziebs Soris saqonlis ganawileba, fasebis politika da sxva,

yvela maRaziisTvis savaldebulo, RonisZiebebi wydeba Stab-

binaSi.

korporaciul savaWro qsels damoukidebel savaWro sa-

warmosTan SedarebiT meti SesaZleblobebi aqvs saqonelbrun-vis moculobisa da Semosavlebis gasadideblad. amis saSua-

lebas mas aZlevs didi raodenobis saqonlis Sesyidvis, saqo-

nelze maqsimaluri daTmobebis miRebis, satransporto xar-

jebis Semcirebis, maRalkvalificiuri menejerebis daqirave-

bis, marTvis mowinave meTodebis mecnieruli damuSavebis, Ta-

namedrove organizaciuli struqturebis Camoyalibebis, saca-

lo da sabiTumo vaWrobis funqciebis gaerTianebis da sxva



420

SesaZleblobebi. korporaciuli qselis yoveli obieqti saer-

To mflobelobisa da kontrolis pirobebSi sargeblobs

garkveuli damoukideblobiT, rac mkveTrad afarToebs adgi-

lobrivi bazris Taviseburebebis gaTvaliswinebis da konku-

rentunarianobis amaRlebis SesaZleblobebs.

momxmarebelTa kooperativi iqmneba maSin, roca moqala-

qeebi fiqroben, rom maT vaWrobis muSakebi saTanadod ar em-

saxurebian an saqonelze Zalian maRali fasebia. momxmarebel-

Ta kooperativi moqalaqeTa fuladi Senatanebis safuZvelze

Seqmnili gaerTianebaa, romlis saqmianobis saerTo mimarTu-

lebas gansazRvravs maT mier arCeuli gamgeoba.frenSaizinguli organizacia xelSekrulebis safuZvel-

ze privilegiebis mflobeli da mimRebi organizaciebis gaer-

Tianebaa. privilegiebis mflobelebi SeiZleba iyvnen mwarmo-

eblebi, biTumad movaWre an momsaxurebis sferos organizaci-

ebi, mimRebni ki saSualo da wvrili mewarmeebi. xelSekrule-

biT gaTvaliswinebulia privilegiebis mflobelTa da mimReb-

Ta ufleba-movaleobebi. xelSekrulebis Sesabamisad wvrilida saSualo mewarmeebi kisruloben privilegiebis mflobeli

organizaciis produqciis gasaRebas.

sacalo konglomerati aris Tavisufali firmebis kor-

poracia, romelic sacalo vaWrobis araerTgvarovan sawarmo-

ebs aerTianebs erTian mflobelobaSi marTvis funqciebis na-

wilobrivi integraciiT.

momxmarebelTa momsaxurebis meTodis mixedviT gamoyo-fen TviTmomsaxurebiT, avtomatebiT, nimuSebiT da kataloge-

biT, winaswari SekveTebiT, saqonlis binaze mitaniT, Ria ga-

molagebiT movaWre maRaziebs.



421

16.3. sacalo vaWrobaSi miRebuli marketinguli

gadawyvetilebebi

sacalo vaWrobis muSaobis Sedegebi damokidebuliaxelmZRvaneli muSakebis mier miRebul marketingul gadawyve-

tilebebze. maT Soris ZiriTadia:

1) miznobrivi bazrebis SerCeva;

2) sasaqonlo asortimentis da momsaxurebis kompleq-

sis 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

sisworeSi. bazris SerCeva uSualod ukavSirdeba am bazridan

savaraudod misaRebi mogebis sidides.

sawarmos moqmedebis regionSi miznobrivi bazris SerCe-

vaze did gavlenas axdens, agreTve, konkurenciis done.sasaqonlo asortimentis gansazRvra Sedis merCendai-

zingis strategiaSi. am dros miiReba gadawyvetileba sasaqon-

lo asortimentSi Semaval jgufebsa da qvejgufebze. sawar-

mos saqmianobis efeqtianobisTvis didi mniSvneloba aqvs miz-

nobrivi bazris moTxovnis Sesabamisi asortimentis SerCevas,

radgan sawarmo konkurentebs, pirvel rigSi, sasaqonlo

asortimentiT upirispirdeba.



422

mniSvnelovania, agreTve, swori gadawyvetilebis miReba

momxmareblisTvis SeTavazebuli momsaxurebis kompleqsze,

kerZod, saqonlis SefuTvaze, dadgma-damontaJebaze, gadakeTe-

baze, Sin mitanaze da a.S. momsaxurebis saxeebis SerCeva da-

mokidebulia saqonlis xasiaTze. cxadia, saqonlis lamazad

da moxerxebulad SefuTva, saqonlis ukan dabrunebis proce-

sis gaadvileba, gamyidvelebis konsultaciebi saqonlis gamo-

yenebaze da a.S. xels uwyobs momxmarebelTa mozidvasa da Se-

narCunebas.

sacalo savaWro sawarmom aucileblad unda miiRos ga-

dawyvetileba maRaziaSi Seqmnil atmosferoze, romelic ma-Raziis personalma unda Seusabamos miznobrivi momxmareblis

gemovnebas. saWiroa, ise ganlagdes maRaziaSi savaWro danad-

garebi da gamoifinos saqoneli, rom momxmarebelma SeZlos

Tavisuflad moZraoba da saqonlis daTvaliereba. maRaziis

personalma momxmareblis mimarT gamovlenili damokidebu-

lebiT xeli unda Seuwyos saqonlis gayidvis process da sa-

erTod sazogadoebaSi sawarmos Sesaxeb dadebiTi azris Camo-yalibebas.

sacalo savaWro sawarmoebis muSaobis Sedegebi pirda-

pir ukavSirdeba fasebis sidides. Sesyidvaze pasuxismgebelma

muSakebma sacalo vaWrobis sawarmoebSi unda SeZlon saqon-

lis yidva da gayidva maTTvis momgebian pirobebSi. zogierT

saqonelze saWiro xdeba dabali, zogierTze ki ufro maRali

daricxvebis daweseba. amasTan dakavSirebiT Tu ramdenadswor gadawyvetilebas miiReben sawarmos specialistebi, da-

mokidebulia maT kvalifikaciaze. amasTan, sacalo savaWro

sawarmos xelmZRvanelobam unda SeZlos Znelad sarealiza-

cio saqonlis Camofasebis Sesaxeb gadawyvetilebis droulad

miReba.

konkurenciul brZolaSi mniSvnelovan rols asrulebs

bazarze saqonlis win wawevis RonisZiebebis sworad SerCeva.



423

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 uzrun-

velyofaSi did rols maRaziis adgilmdebareobis sworad

SerCeva asrulebs. xSirad swored maRaziis adgilmdebareoba-

zea damokidebuli misi warmateba an warumatebloba. obieq-

tis adgilmdebareobaze swori gadawyvetilebis miReba damo-

kidebulia iseT faqtorebze, rogorebicaa saqonlis saxe,miznobrivi bazris xasiaTi, sawarmos finansuri SesaZleblo-

bebi, maRaziis misadgomoba.

16.4. sabiTumo vaWrobis arsi da funqciebi

saqonlis momxmareblamde gadaadgilebaSi aqtiur ro-

las asrulebs sabiTumo vaWroba. igi Suamavalia, upirvelesyovlisa, mwarmoebel da sacalo savaWro sawarmoebs Soris.

sabiTumo vaWrobis myidvelebia, agreTve, masobrivi kvebis sa-

warmoebi, samrewvelo sawarmoebi, saxelmwifo dawesebulebe-

bi, saimporto organizaciebi. sabiTumo sawarmoebi saqonels,

ZiriTadad, yiduloben msxvili partiobiT Semdgomi gayidvis

mizniT. misi meSveobiT xorcieldeba rogorc samomxmareblo,

ise sawarmoo daniSnulebis saqonlis gadaadgileba qveynisteritoriaze, riTac sabiTumo vaWroba mniSvnelovan rols

asrulebs regionuli bazrebis formirebaSi.

sabiTumo vaWrobis aucileblobas ganapirobebs mTeli

rigi mizezebi, kerZod:

1) mcire da saSualo biznesis sawarmoebs finansuri re-

sursebis arasakmarisi odenobis gamo ar SeuZliaT pirdapiri



424

kavSiris damyareba momxmareblebTan da saWiroeben sabiTumo

vaWrobis momsaxurebas;

2) finansuri resursebis sakmarisi odenobiT arsebobis

pirobebSic ki mwarmoeblebisTvis xSir SermTxvevaSi ufro

momgebiani warmoebis gafarToebaa da ara sabiTumo qselis

organizacia;

3) mravalricxovan mwarmoeblebTan kavSiris damyarebas

sacalo savaWro sawarmoebs xSirad urCevniaT saqonlis erTi

mebiTume vaWrisgan Sesyidva;

4) saqonlis realizaciaSi daspecialebul sabiTumo sa-

warmoebs mwarmoeblebTan SedarebiT ufro mokle droSi danaklebi danaxarjebiT SeuZliaT saqonlis gadaadgileba mom-

xmareblebisken;

5) saqonlis mwarmoebeli sawarmoebi, ZiriTadad, ganlage-

bulia momxmareblebisgan moSorebiT, ris gamoc isini sabiTu-

mo savaWro sawarmoebis momsaxurebas saWiroeben.

sabiTumo vaWroba sacalo vaWrobisgan gansxvavebiT nak-

leb yuradRebas uTmobs momxmarebelTa stimulirebas, vinai-dan maTi momxmareblebi arian profesionalebi da mosaxleo-

bis farTo fenebisgan gansxvavebiT naklebad eqvemdebarebian

fsiqologiur zewolas. sabiTumo savaWro sawarmoTa momsa-

xurebis areali bevrad ufro farToa sacalo savaWro sa-

warmoebis momsaxurebis arealze. sabiTumo garigebebis mocu-

lobac aRemateba sacalo garigebebis moculobas.

sabiTumo vaWroba, rogorc wesi, orientirebulia sa-qonlis Sesyidvasa da gasaRebaze.

saqonlis Sesyidvaze orientirebuli sabiTumo sawarmo-

ebi mravalricxovani wvrili mewarmisgan, magaliTad, sasof-

lo-sameurneo produqtebis mwarmoeblebisgan mcire partio-

biT yiduloben saqonels, ZiriTadad, nedleuls. am SemTxve-

vaSi sabiTumo sawarmoebs ar uWirT produqciis gasaReba, vi-

naidan mWidro kontaqti aqvT gadamamuSaveblebTan, an kidev



425

produqts gasasaReblad gadascemen saqonelmoZraobis sxva

donis arxs. yvela SemTxvevaSi, roca ama Tu im saxis saqo-

nels awarmoebs mravalricxovani wvrili mwarmoebeli, ufro

efeqtiania saqonlis realizacia mebiTume-Semsyidvelis gamo-

yenebiT.

gasaRebaze orientirebuli sabiTumo vaWroba ar ugule-

belyofs saqonlis Sesyidvis problemebs, radgan maszea bev-

rad damokidebuli gayidvis efeqtianoba, Tumca misTvis mTa-

vari saqonlis gasaRebaa. am miznis misaRwevad is sistematu-

rad zrunavs gasaRebis arsebuli arxebis SenarCunebasa da

axali arxebis gamoZebnaze.sabiTumo vaWrobis ZiriTadi funqcia gamomdinareobs

vaWrobis dargis ZiriTadi funqciebidan da gamoixateba sa-

qonlis momxmareblisken gadaadgilebaSi. am dros sabiTumo

vaWroba aqtiur zemoqmedebas axdens warmoebasa da momxma-

rebelze, moTxovnis Camoyalibebaze.

ZiriTadi funqciis Sesruleba uzrunvelyofilia Semde-

gi qvefunqciebis SesrulebiT:1)

saqonlis Sesyidva da momxmareblisTvis aucilebeli

savaWro asortimentis Seqmna. amiT klienti Tavi-

sufldeba zedmeti wvalebisa da xarjebisgan;

2) transportireba;

3) saqonlis Senaxva. sabiTumo sawarmoebis sawyobebSi

saqonlis SenaxviT xarjebisgan Tavisufldebian mom-

wodeblebi da myidvelebi;4)

saqonlis msxvili partiebis danawileba mcire par-

tiebad, rac uadvilebs klientebs mis yidvas;

5) gasaReba;

6) klientebisa da momwodeblebis dafinanseba. sabiTu-

mo sawarmoebi, erTi mxriv, klientebs aZleven kre-

dits, meore mxriv ki momwodeblebs saqonlis miwo-

debaze SekveTas, romelic droulad anazRaurdeba;



426

7) bazarze mimdinare movlenebsa da procesebze infor-

maciis Segroveba da gadacema klientebisa da momwo-

deblebisTvis;

8)

sacalo savaWro sawarmoebis sakonsultacio momsa-

xureba.

sabiTumo savaWro sawarmoebi erTdroulad SeiZleba as-

rulebdnen yvela, erT an ramdenime funqcias, rac gansaz-

Rvravs maT tips.

16.5. sabiTumo sawarmoebis organizaciuli formebi

sabiTumo vaWrobas axorcielebs mravali subieqti, rom-

lebic TavianTi ZiriTadi saqmianobis da saqonelze sakuTre-

bis uflebis mixedviT SeiZleba daiyos 3 jgufad:

1) produqciis mwarmoeblebi;

2) damoukidebeli sabiTumo sawarmoebi da organizacie-

bi;

3) agentebi da brokerebi(anu biTumad kerZo movaWree-

bi).

produqciis mwarmoeblebi sabiTumo funqciebs asrule-

ben am mizniT specialurad Seqmnili gasaRebis

qvedanayofebis meSveobiT. calkeul SemTxvevaSi gamoiyeneba

gasaRebis regionuli filialebi, zogjer ki mwarmoebeli sa-

warmoebi Tavisi produqciisTvis sawyobebs qmnian momxmare-bel sawarmoebsa da organizaciebTan. saqonlis realizacia

Suamavlebis gamoyenebis gareSe dReisTvis farTodaa gavrce-

lebuli rogorc sawarmoo daniSnulebis, ise samomxmareblo

saqonlis mwarmoebel dargebSi. mwarmoeblebsa da momxmareb-

lebs Soris SeiZleba damyardes rogorc moklevadiani (erT

wlamde), ise grZelvadiani pirdapiri kavSiri. Tanamedrove

pirobebSi, roca swrafad icvleba saqonlis asortimenti,



427

xelsayrelia moklevadiani kavSirebi mwarmoeblebsa da myid-

velebs Soris, magram xSirad ufro mizanSewonilia grZelva-

diani saxelSekrulebo kontaqtebi, gansakuTrebiT ki maSin,

roca saqme exeba sawarmoo daniSnulebis saqonels. pirdapiri

grZelvadiani kavSirebis pirobebSi mxareebi Tavisufldebian

xelSekrulebis yovelwliurad Sedgenisa da gaformebisgan,

magram uwevT saqonlis asortimentis da miwodebis vadebis

periodulad dazusteba.

damoukidebel sabiTumo savaWro sawarmoebsa da organi-

zaciebs sxvadasxva qveyanaSi aqvT sxvadasxva saxeli: sabiTu-

mo firmebi, sabiTumo bazebi, saSuamavlo kompaniebi, mebiTumedistributorebi, joberebi, mommaragebeli saxlebi da sxva,

magram maTi arsi erTia. isini Suamavlebia mwarmoebel sawar-

moebsa da mravalricxovan momxmareblebs Soris. sabiTumo

vaWrobis myidvelebi saqonels yiduloben Semdgomi gayidvis

mizniT. amasTan, sabiTumo sawarmoebi da organizaciebi saqo-

nels yidian, agreTve, mis uSualo momxmareblebze. am Sem-

TxvevaSi saqme exeba sawarmoo daniSnulebis saqonels. Sua-mavlis rolis Sesrulebis SesaZleblobas sabiTumo sawarmo-

ebsa da organizaciebs aZlevs sasawyobo Senoba-nagebobebi,

maTSi gamoyenebuli teqnologiuri mowyobilobebi, amwe-sat-

ransporto saSualebebi. isini SeiZleba iyos rogorc sakuTa-

ri, ise ijariT aRebuli.

damoukidebeli sabiTumo sawarmoebi da organizaciebi

momxmareblebisTvis aRmoCenili momsaxurebis donis mixedviTaris ori saxis: sruli da arasruli, an SezRuduli sabiTu-

mo momsaxurebis.

sruli momsaxurebis sabiTumo sawarmoebi da organiza-

ciebi srulad asruleben sabiTumo vaWrobis funqciebs, ker-

Zod, uzrunvelyofen saqonlis momxmareblebisTvis miwodebas,

qmnian da inaxaven gansazRvruli asortimentis saqonlis ma-

rags, aZleven klientebs kreditebs, awvdian maT sxvadasxva



428

saxis informacias da uweven konsultaciebs, riTac exmarebi-

an saqonlis realizaciis procesis marTvaSi. sruli momsa-

xurebis sabiTumo sawarmoebi arsebobs biTumad movaWre fir-

mebis (sabiTumo firmebi) da sawarmoo daniSnulebis saqon-

lis distributorebis saxiT. sruli momsaxurebis sabiTumo

sawarmoebs xSirad dargobriv distributorebsac uwodeben.

isini vaWroben CarxebiT, teqnikuri momsaxurebisTvis saWiro

masalebiT, damxmare mowyobilobebiT. sabiTumo firmebi saqo-

nels, ZiriTadad, yidian sacalo savaWro sawarmoebze, dis-

tributoruli firmebi ki upiratesad mwarmoeblebze. sruli

momsaxurebis sabiTumo firmebi erTmaneTisgan, ZiriTadad, sa-qonlis asortimentiT gansxvavdeba. praqtikaSi gvxvdeba Sere-

uli da SezRuduli asortimentiT movaWre sabiTumo firme-

bi. Sereuli asortimentiT biTumad movaWre firmebi saqon-

liT amarageben Sereuli asortimentiT movaWre sacalo sa-

vaWro sawarmoebs, agreTve, viwrospecializebul sacalo vaW-

robas. SezRuduli asortimentiT movaWre sabiTumo sawarmo-

ebi, rogorc wesi, vaWroben erTi an ori asortimentulijgufiT, romelSic siRrmiseulad aris warmodgenili masSi

Semavali saqonlis saxeebi da saxesxvaobebi. aseTia, magali-

Tad, wamlebiT movaWre sabiTumo firmebi. arsebobs, agreTve,

viwrospecializebuli sabiTumo firmebi, romlebic yidian

mxolod ama Tu im saqonlis asortimentul jgufSi Semavali

saqonlis nawils. aseT firmebs miekuTvneba, magaliTad, sam-

kurnalo kvebis produqtebiT movaWre sabiTumo sawarmoebi.msoflioSi gavrcelebulia arasruli momsaxurebis bi-

Tumad movaWre sawarmoebis Semdegi ZiriTadi saxeebi:

1) naRd angariSze saqonlis biTumad movaWre sawarmoe-

bi “gadaixade da waiRe” tipis. isini asruleben

bevr sabiTumo funqcias da emsaxurebian mcire zo-

mis maRaziebs, romelTac TviTon miaqvT saqoneli

savaWro qselSi. am tipis sabiTumo sawarmoebi ar



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afinanseben sacalo vaWrobas. isini gavrcelebulia,

magaliTad, did britaneTSi;

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

rebi. isini yidian malfuWebad saqonels (puri,

tkbileuli), romelic TviTon miaqvT savaWro qsel-

Si, kerZod, supermarketSi, masobrivi kvebis obieq-

tebSi, 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. isiniverc ki xedaven xSirad am saqonels. aseTi wesiT

xdeba, magaliTad, xe-tyis, qvanaxSiris realizacia.

mebiTume-organizatori myidvelebisgan SekveTebis mi-

RebisTanave eZebs mwarmoeblebs, romlebic saqonels

gaugzavnian uSualod myidvelebs miwodebis gansaz-

Rvruli pirobebiT. mTeli pasuxismgebloba SekveTis

miRebis momentidan tvirTis miwodebamde ekisrebamebiTume-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-konsignantebis

mier. saqoneli gayidvamde mebiTume-konsignantis sa-

kuTrebaa. maT sakuTari xarjebiT SeaqvT saqonelisavaWro qselSi, amontaJeben stelaJebs saqonlis

dasawyobad, aweseben masze fasebs da gayidvis Sem-

TxvevaSi awarmoeben angariSsworebas savaWro obieq-

tis xelmZRvanelobasTan. Tavisi saqonlis gayidvis

interesebidan gamomdinare mebiTume konsignantebi

afinanseben xolme savaWro obieqtebs;



430

5) soflis meurneobis produqtebis mwarmoebeli da

gamsaRebeli kooperativebi. isini produqtebs yidian

adgilobriv bazrebze da miRebul Semosavals wlis

bolos anawileben kooperativis wevrebs Soris.

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 we-

siT iyideba saiuveliro saqoneli, kosmetikuri na-warmi, galanterea, sportuli saqoneli da sxva.

brokerebi da agentebi damoukidebeli sabiTumo sawar-

moebisa da organizaciebisgan gansxvavebiT ar arian saqonlis

mesakuTreni. maTi mTavari funqcia Suamavlobaa myidvelebsa

da gamyidvelebs Soris. brokerebi da agentebi muSaoben sako-

misio gasamrjeloze. maTi daspecialeba xdeba saqonlis an

klientebis saxis mixedviT.brokeris ZiriTadi amocana myidvelisa da gamyidvelis

Sexvedra da maTi molaparakebis uzrunvelyofaa. brokeri ar

monawileobs garigebaTa dafinansebaSi da Tavis Tavze ar

iRebs pasuxismgeblobas molaparakebis Sedegebze. brokers ga-

samrjelos uxdis is, vinc daiqirava. rogorc wesi, konkre-

tul SemTxvevaSi brokeri gamoxatavs an myidvelis an gamyid-

velis da araviTar SemTxvevaSi orive mxaris interesebs.brokerebs, romlebic erTmaneTTan akavSireben adgilobriv me-

warmeebsa da sazRvargareTel myidvelebs, uwodeben saeqspor-

to brokerebs. brokerebi saqmianoben iseT sferoebSi, rom-

lebSic myidvelebi da gamyidvelebi mravalricxovani arian.

aseTi sferoebia, magaliTad, uZravi qonebiT vaWroba, dazRve-

va.



431

brokerisgan gansxvavebiT agenti myidveli an gamyidve-

lia bazarze xangrZlivi drois manZilze. ganasxvaveben saqon-

lis mwarmoeblis agents, gasaRebis sruluflebian agents,

saqonlis Semsyidvelis agents, sakomisio sawyisebze momuSave

agents.

yvelaze mravalricxovani arian mwarmoeblis agentebi.

isini erTdroulad urTierTSemavsebeli sasaqonlo jgufebis

warmomadgenlebia bazarze da dadebuli xelSekrulebis sa-

fuZvelze asaReben maT produqcias. am tipis agentebi mwar-

moeblebs uTanxmdebian fasze, saqmianobis teritoriebze, mi-

wodebis procesSi gasawevi momsaxurebis saxeebze, SekveTebismarTvis proceduraze, sagarantio pirobebze, sakomisio ga-

samrjelos sidideze. mwarmoeblis agentebi, kargad icnoben

ra maT sasaqonlo asortiments da urTierToba aqvT ra mra-

valricxovan myidvelebTan, swrafad yidian saqonels. mwarmo-

eblis agentebis didi nawili wvrili savaWro sawarmoebia.

maT qiraoben rogorc wvrili mewarmeebi ise msxvili firme-

bi. wvril mewarmeebs SezRuduli finansuri resursebi araZlevs saSualebas StatSi hyavdeT sakuTari gamyidvelebi da

iZulebulni arian isargeblon agentebis momsaxurebiT.

msxvil firmebs agentebi sWirdebaT axali bazrebis asaTvi-

seblad, agreTve, arsebul bazrebze ufro Rrmad SesaRwevad.

mwarmoeblis agentebis daxmarebiT iyideba, magaliTad, tan-

sacmeli, aveji, saojaxo saqoneli.

gasaRebis sruluflebian agentebs iyeneben is mwarmoeb-lebi, romelTac ar surT saqonlis damoukideblad gasaReba,

ZiriTadad, gamoucdelobis gamo. maTi saqmianoba ar izRudeba

teritoriuli sazRvrebiT. gasaRebis sruluflebiani agente-

bi arsebiT gavlenas axdenen fasebis sidideze, gayidvis va-

debsa da pirobebze. aseTi agentebi pasuxismgebelni arian mo-

cemuli sawarmos marketingul saqmianobaze, sargebloben ra

misi struqturuli qvedanayofis uflebiT. gasaRebis sru-



432

luflebian agentebs iyeneben, magaliTad, qvanaxSiris, Sxam-qi-

mikatebis mwarmoebeli sawarmoebi.

Sesyidvis agentebi aformeben grZelvadian xelSekrule-

bebs Tavis myidvelebTan da yiduloben maTTvis saWiro saqo-

nels xelSekrulebis Sesabamisad. Sesyidvis agentebs saqon-

lis yidvis procesSi uwevT misi xarisxis Semowmeba, sawyo-

bebSi Senaxva da daniSnulebis adgilamde mitana. garda amisa,

isini TavianT myidvelebs awvdian mniSvnelovan informacias

bazris Sesaxeb.

mebiTume-komisioneri muSaobs moklevadiani SeTanxmebis

safuZvelze. is mwarmoeblisgan saqonels fizikurad iRebsda yidis misTvis misaReb fasSi. fasi, rogorc wesi, aRemate-

ba mwarmoeblisTvis asanazRaurebeli fasis minimalur dones.

fasebSi sxvaoba mebiTume komisioneris Semosavalia. am wesiT

iyideba, ZiriTadad, sasoflo-sameurneo produqcia.

sabiTumo vaWrobis organizaciul formebs miekuTvneba,

agreTve, auqcionebi. saqoneli auqcionze iyideba rogorc

msxvili partiobiT, ise calobiT. gamyidvelis rolSi gamo-dian an saqonlis mesakuTreni an Suamavlebi.

sabirJo vaWrobac mniSvnelovan rols asrulebs sabi-

Tumo vaWrobaSi. sasaqonlo birJebze garigebebs deben broke-

rebis daxmarebiT. saqoneli myidvels miewodeba dadebuli ga-

rigebebis Sesabamisad. bazris subieqtebs Soris sabiTumo

vaWroba xorcieldeba bazrobebzec.

16.6. sabiTumo vaWrobaSi miRebuli

marketinguli gadawyvetilebebi

mebiTume vaWrebi marketingul gadawyvetilebebs iReben

miznobriv bazarTan, marketingis kompleqsis elementebTan da

sawarmos adgilmdebareobasTan dakavSirebiT.



433

sabiTumo savaWro sawarmoebma aucileblad unda gansaz-

Rvron TavianTi miznobrivi bazari, radgan, ZiriTadad, Znelia

ramdenime biznes-momxmareblis erTdroulad momsaxureba.

miznobrivi bazari SeiZleba SeirCes sxvadasxva niSnis, maga-

liTad, sididis mixedviT. saWiroebis SemTxvevaSi sabiTumo

sawarmoebma uari unda Tqvan maTTvis naklebad momgebian biz-

nes-momxmareblebze da maTi SenarCunebis mizniT unda daamya-

ron ufro mWidro kontaqti SedarebiT momgebian klienteb-

Tan.

metad mniSvnelovania swori gadawyvetilebis miReba sa-

saqonlo asortimentze da biznes-momxmarebliTvis SesaTava-zebeli momsaxurebis saxeebze. mebiTumeebi unda Seecadon,

rom sasaqonlo asortimenti maqsimalurad Seesabamebodes

biznes-momxmareblis moTxovnebs. amasTan, maT unda izrunon

ufro momgebiani sasaqonlo asortimentis Sesaqmnelad. mebi-

Tume vaWrebma biznes-momxmareblebs unda SesTavazon maTTvis

maqsimalurad xelsayreli momsaxurebis saxeebi.

mebiTumeTa efeqtianad muSaobis mniSvnelovani faqtorisworad ganxorcielebuli faswarmoqmnis procesia. Sesyidvi-

sa da gayidvis fasebs Soris arsebulma sxvaobam aucileblad

unda dafaros sabiTumo savaWro sawarmos xarjebi da moita-

nos mogeba. amisTvis saWiroa saqonlis mwarmoeblisgan SeRa-

vaTian fasSi yidva, rac mas saqonlis aseve SeRavaTian fasSi

gayidvis saSualebas miscems. amiT gaizrdeba gayiduli saqon-

lis odenoba da miRebuli mogebis sidide.mebiTume vaWarTa umetesoba nakleb yuradRebas uTmobs

bazarze saqonlis win wawevis RonisZiebebis gamoyenebas. am

mimarTulebiT ganxorcielebuli RonisZiebebi, ZiriTadad,

SemTxveviTi xasiaTisaa. aseTi midgoma arasworia. momxmareb-

lebisTvis informaciis miwodeba da imijis Seqmna mebiTume-

ebs iseve sWirdebaT rogorc mwarmoeblebs.



434

sabiTumo sawarmoebis efeqtianad funqcionirebisTvis

aucilebelia adgilis sworad SerCeva da misi Tanamedrove

mowyobilobebiT aRWurva. am mimarTulebiT miRebuli gadaw-

yvetilebebiT unda Semcirdes saqonlis gadaadgilebis da Se-

naxvis xarjebi biznes-momxmareblebis momsaxurebis maRali

xarisxis SenarCunebis pirobebSi.

XVI TavSi gamoyenebuli marketinguli terminebi

sacalo vaWroba

bazris koniunqturasavaWro sawarmo

damoukidebeli savaWro sawarmo

korporaciuli qseli

momxmarebelTa kooperativi

frenSaizinguli organizacia

sacalo konglomerati

specializebuli maRaziaunivermaRi

universami

yoveldRiuri moTxovnis saqonlis maRazia

farTo profilis universami

Semcirebuli fasebiT movaWre maRazia

maRazia sawyobi

katalogebiT movaWre maRaziastacionaluri savaWro qseli

moZravi savaWro qseli

saamanaTo savaWro qseli

sabiTumo vaWroba

sabiTumo sawarmo

saqonlis Sesyidvaze orientirebuli sabiTumo vaWroba

gasaRebaze orientirebuli sabiTumo vaWroba



435

sruli momsaxurebis sabiTumo sawarmo

arasruli momsaxurebis sabiTumo sawarmo

naRd angariSze saqonlis biTumad movaWre sawarmo

biTumad movaWre komivoiaJori

mebiTume organizatori

brokeri

agenti

mwarmoeblis agenti

gasaRebis sruluflebiani agenti

saqonlis Semsyidvelis agenti

sakomisio sawyisebze momuSave agenti



436

reziume

saqonlis da momsaxurebis warmoebidan momxmareblisken

moZraobaSi mniSvnelovan rols sacalo da sabiTumo vaWroba

asrulebs. sacalo vaWrobis arsi gamoixateba saqonlis an

momsaxurebis mis uSualo momxmarebelze gayidvaSi.

sacalo vaWrobas axorcieleben mravalricxovani sawar-

moebi da organizaciebi, romelebsac ajgufeben sxvadasxva

niSnis mixedviT. sakuTrebis formis mixedviT gamoyofen sa-

calo vaWrobis sawarmoebis Semdeg saxeebs: damoukidebeli

savaWro sawarmo, korporaciuli qseli, sacalod movaWreTakooperativi, momxmarebelTa kooperativi, frenSaizinguli

organizacia, sacalo konglomerati. momxmareblisTvis SeTa-

vazebuli sasaqonlo asortimentis mixedviT, pirvel rigSi,

gamoyofen specializebul maRazias, univermaRs, universams,

yoveldRiuri moTxovnis saqonlis maRazias, farTo profi-

lis universams. savaWro momsaxurebis xasiaTis mixedviT ans-

xvaveben stacionalur, moZrav da saamanaTo savaWro qsels.sacalod movaWreni saqonlis momxmareblamde dayvanis pro-

cesSi iReben rig marketingul gadawyvetilebebs, kerZod: ir-

Ceven miznobriv bazrebs, adgenen sasaqonlo asortiments da

momxmarebliTvis SeTavazebuli momsaxurebis kompleqss, awe-

seben fasebs, gansazRvraven momxmarebelze zemoqmedebis meTo-

debsa da xerxebs maT mier saqonlis yidvisken biZgis misace-

mad, gansazRvraven saqonlis adgilmdebareobis sakiTxs. swo-rad miRebuli da gatarebuli marketinguli gadawyvetilebe-

bi aCqarebs saqonlis realizaciis process da uzrunvel-

yofs sawamos muSaobis efeqtianobas.

sabiTumo sawarmoebi Suamavlis rols asruleben, pir-

vel rigSi, mwarmoebel da sacalo savaWro sawarmoebs So-

ris. amasTan, maT saqoneli dayavT, agreTve, masobrivi kvebis

sawarmoebamde, saimporto organizaciebamde, samrewvelo sa-



437

warmoebamde, saxelmwifo dawesebulebebamde. maSasadame, sabi-

Tumo sawarmoebi Suamavlebia, erTi mxriv, mwarmoebel da me-

ore mxriv, saqonlis Semdgomi gayidvis mizniT an profesiu-

li moxmarebisTvis Semsyidvel sawarmoebs Soris.

biTumad vaWroben TviTon produqciis mwarmoeblebi, da-

moukidebeli sabiTumo sawarmoebi da organizaciebi, brokere-

bi da agentebi. damoukidebeli sabiTumo sawarmoebi aris

sruli da arasruli momsaxurebis. sruli momsaxurebis sabi-

Tumo sawarmoebi arsebobs biTumad movaWre firmebis da sa-

warmoo daniSnulebis saqonlis distributorebis saxiT.

arasruli momsaxurebis sabiTumo sawarmoebs miekuTvneba: sa-qonlis naRd angariSze biTumad movaWre sawarmoebi, biTumad

movaWre komivoiaJorebi, mebiTume organizatorebi, mebiTume

konsignantebi, soflis meurneobis produqtebis mwarmoebeli

da gamsaRebeli kooperativebi, saqonlis fostis meSveobiT

gamyidveli sawarmoebi. brokerebisa da agentebis mTavari

funqciaa Suamdgomloba myidvelebsa da gamyidvelebs Soris.

isini sabiTumo sawarmoebisa da organizaciebisgan gansxvave-biT ar arian saqonlis mesakuTreni. saqoneli biTumad iyide-

ba, agreTve, sabiTumo birJebze, auqcionebze, bazrobebze.

sabiTumo vaWrobaSi sacalo vaWrobis msgavsad miiReba

marketinguli gadawyvetilebebis mTeli kompleqsi, romelic

uzrunvelyofs maTi saqmianobis miznobrivi momxmareblebis

moTxovnilebebTan SesabamisobaSi moyvanas da amis Sesabamisad

momgebianad muSaobas bazarze.



438

Tavi 17. marketingi internetis epoqaSi

XVII Tavis swavlebis miznebi


1. kompiuteruli qselebis rolis daxasiaTeba mar-

ketingis ganviTarebaSi;

2. eleqtronuli vaWrobis xelsayrelobis axsna

rogorc sawarmoebis ise momxmareblebisTvis;

3. eleqtronuli vaWrobis oTxi formis daxasiaTe-

ba;4. onlainuri marketingis ZiriTadi arxebis CamoT-

vla da maTi funqcionirebis meqanizmis axsna.

17.1. interneti da misi roli marketingis

ganviTarebaSi

globaluri kompiuteruli qseli-interneti im saxiTdRes rom arsebobs, gasuli saukunis 90-iani wlebis dasaw-

yisSi Camoyalibda. misi winamorbedi ABPANET Seiqmna 60-

iani wlebis bolo aSS-is Tavdacvis saministros erT-erTi

proeqtiT, romlis mizanic saxelmwifo samecniero-kvleviTi

institutebisa da samxedro obieqtebis erTian kompiuterul

qselSi gaerTianeba iyo. internetis ganviTarebis Semdeg

etapze Seqmnes aSS-is nacionaluri samecniero fondis qse-li- NSFNFT, romelmac erTian qselSi gaaerTiana qveynis sa-

mecniero centrebi. NSFNFT-is baza iyo xuTi supermarketi.

NSFNFT-is qseli swrafad ganviTarda da 1987 wlisTvis

Camoayalibes e.w. bekboni (qselis ZiriTadi nawili). masSi

Sedioda aSS-is sxvadasxva regionSi ganlagebuli 13 centri.

centrebi erTmaneTs ukavSirdeboda maRalsiCqariani xazebiT.

ase Seiqmna interneti aSS-Si. amasTan erTad sxvadasxva qveya-

naSi Camoyalibda nacionaluri kompiuteruli qselebi, rom-



439

lebmac daiwyes erTian msoflio kompiuterul qselSi gaer-

Tianeba. erTiani msoflio kompiuteruli qseliT dRes sar-

gebloben rogorc calkeuli adamianebi da saojaxo meurneo-

bebi, ise biznesis sxvadasxva dargis sawarmoebi da organiza-

ciebi. internetis gamomyeneblebi erTmaneTSi cvlian

informacias mTeli msoflios masStabiT. informaciis gac-

vla xdeba cifrobrivi monacemebis, teqstebis, grafikebis,

suraTebis, audio da video saxiT.

dReisTvis ganviTarebul qveynebSi biznesi praqtikulad

kompiuteruli qselebis daxmarebiT xorcieldeba. qselebi

erTmaneTTan akavSirebs, erTi mxriv, adamianebs uSualod sa-warmoSi, meore mxriv ki sawarmoebs sawarmoebTan. amis Sesa-

bamisad arsebobs sxvadasxva saxis kompiuteruli qselebi,

kerZod, intraneti, eqstraneti da interneti.

intraneti Sida korporaciuli qselia, romelic sawar-

moSi momuSave adamianebs operatiul reJimSi akavSirebs

erTmaneTTan.

intranetis meSveobiT korporaciuli informacia xel-misawvdomia sawarmoSi momuSave yvela adamianisTvis.

eqstraneti warmoadgens gare magram lokalur kompiu-

terul qsels, romelic konkretuli sawarmos qsels

mimwodeblebis, Suamavlebis da sxva saxis partniorebis

qselebTan akavSirebs.

eqstranetis meSveobiT organizaciebi erTmaneTs ukav-

Sirdebian Web-saitebis daxmarebiT. aseT Web-saitebze gan-Tavsebulia ufro srulyofili informacia, vidre saerTo

sargeblobis saitebze.

interneti msxvili, yvelasTvis xelmisawvdomi kompiu-

teruli qselia, romelic aerTianebs mis gamomyeneblebs

mTeli msoflios masStabiT.



440

internetis meSveobiT moZraobs uzarmazari moculobis

informacia msoflios erTi kuTxidan meore kuTxisken. ami-

tom uwodeben mas xSirad sainformacio magistrals.

internetis swrafi ganviTareba dakavSirebulia tim

berneslis (Tim Berneslee) saxelTan. man Seqmna msoflio ab-

labuda, romelic specializebuli programuli uzrunvelyo-

fis, egreTwodebuli Web-brauzerebis, Seqmnis Semdeg xelmi-

sawvdomi gaxda milionobiT momxmareblisTvis.

internetis meSveobiT dRes SesaZlebelia sazogadoebis-

Tvis mravalferovani informaciis miwodeba. amitom iyeneben

marketologebi mas miznobriv bazarTan dasakavSireblad. mo-saxleobis sakmaod didi nawili ganviTarebul qveynebSi saWi-

ro produqtebs internetis meSveobiT yidulobs, nawili ki

mas iyenebs informaciis moZiebis da yidvaze gadawyvetilebis

miRebis procesSi.

internetis gamomyenebelTa ricxvi Tanamedrove msof-

lioSi didi ar aris. is mTeli msoflios mosaxleobis

17.2%-s Seadgens (ix. cxrili 17.1.) da Tanac mkveT-

cxrili 17.1.

internetis gavrceleba msoflioSi 2007 wels (ivnisis

mdgomareobiT)

gamomyenebelTa raodeno-

ba

(aTasi kaci)

gavrceleba(%-ad

mTel mosaxleobas-

Tan)

afrikaazia

Crd. amerika

samxreT .amerika

amerika sul

avstralia/okeaneTi

axlo aRmosavleT evropa

evropa

33421.8409421.1

30987.3

102304.8

333292.1

18756.4

19424.7

319092

3.611.0

69.0

18.4

37.4

54.4

10.0

39.4

mTeli msoflio 1133408.3 17.2

wyaro:

Internet world states (www.internetworldstates.com)

http://www.internetworldstates.com/






441

rad gansxvavdeba kontinentebis mixedviT. yvelaze dabali

maCvenebelia afrikaSi. afrikis mosaxleobis mxolod 3.6%

iyenebs dRes internets. mcirea internetis gamomyenebelTa

raodenoba aziaSic-10.7%.

yvelaze maRali maCvenebeli CrdiloeT amerikas aqvs –

69.0%. Tumca mTlianobaSi amerikaSi internetis gamomyene-

belTa raodenoba 37.4%-s ar aRemateba. maSasadame, Tanamed-

rove msoflioSi internetis gamomyenebelTa raodenoba regi-

onebis mixedviT mkveTrad gansxvavebulia, rac mkafiod aris

gamosaxuli diagramaze (ix. nax. 17.1.).

nax. 17.1. internetis gavrceleba msoflioSi regionebis

mixedviT

17%

4%

10%

11%

18%

39%

54%

69%

0% 10% 20% 30% 40% 50% 60% 70% 80%

C r d

. a m e

r i k a

a v s t

r a l

i a / o k e a n e T

i e v r o p a

l a T

. a m e

r i k a

a z i a

a x l o

a R m o

s a v

l e T

i a f r i k a

m T e l

i m s

o f l i o

wyaro:Penetration rate (% population)

copyrigjt © 2007 , www.internetworldstates.com.

internetis gamomyenebelTa ricxvi Zalian swrafad iz-

rdeba. aSS-Si 1994 wels internetiT sargeblobda mxolod

milioni adamiani (ix. cxr. 17.2.), 2007 wlisTvis es

maCvenebeli 208 907 282 adamianamde gaizarda, rac








442

cxrili 17.2.

interneti evrokavSiris qveynebSi 2003-2007ww.

#

2003 weli 2007weli

i n t e r n e t i s g a m o m y e n e -

b e l T a z r d a ( % )

2 0 0 3 - 2 0 0 7 w l e b i

g a m o m y e n e b e l -

T a r a o d . a T a -

s i k a c i

g a v r c e l e - b u -

l i a ( % - a d

m T e l

m o s a x . )

g a m o m y e n e b e l -

T a r a o d . a T a -

s i k a c i

g a v r c e l e - b u -

l i a

( % - a d

m T e l

m o s a x .

1 avstria 3340.0 41.6 4650.0 56.6 139.2

2 belgia 3769.1 36.4 5100.0 48.5 135.33 bulgareTi ----- ------ 2200.0 28.7 ---

4 germania 44842.8 54.3 50471.2 62.2 112.6

5 dania 3375.9 62.5 3762.5 69.2 111.5

6 didi britaneTi 34765.8 58.8 37600.0 62.3 108.2

7 estoneTi 440.0 35.9 690.0 51.8 156.8

8 espaneTi 13600.5 32.5 19762.0 43.9 145.3

9 irlandia 1319.6 32.8 2060.0 50.2 156.1

10 italia 19900.0 35.4 30763.0 51.7 154.6

11 kviprosi 210.0 22.1 326.0 33.6 155.212 Llatvia 310.0 13.7 1030.0 45.2 232.3

13 litva 500.0 14.3 1212.7 35.9 242,5

14 luqsemburgi 165.0 36 315.0 68 190.9

15 malta 82.9 21.6 127.2 30.0 153.4

16 niderlandebi 10806.3 66 12060 73.3 111.6

17 portugalia 2000,0 19,2 7782,8 73,8 389.1

18 rumineTi ----- ----- 4940.0 23.4 ----

19 saberZneTi 1704.9 37.3 3800.0 50.3 223.0

20 safrangeTi 22199.0 50.7 30837.6 62.3 138.9

21 slovakia 862.8 16.4 2500.0 46.5 289.7

22 slovenia 750.0 38.4 1090.0 55.5 145.3

23 ungreTi 1600.0 15.8 3050.0 30.4 190.6

24 fineTi 2650.0 50.7 3286.0 62.3 124

25 Svecia 6913.7 76.9 6890.0 75.6 99.7

26 CexeTis

respublika2600.0 25.3 5100.0 50.0 196.2

27 mTeli evrokav-

Siri 2007w184252.3 40.6 314792.2 38.9 170.8

wyaro:

Internet world states (www.internetworldstates.com)







443

internetis qariSxaliviT ganviTarebaze metyvelebs. dReis-

Tvis internetSi CarTulia aSS-is mosaxleobis 69,2%.

internetis gamomyenebelTa ricxvi didia kanadaSic.

2007 wlisTvis internetiT sargeblobda 22000000 kanade-

li, anu mTeli mosaxleobis 67.8% swrafad izrdeba inter-

netis gamomyenebelTa raodenoba evropaSic. 2003-2007 wleb-

Si evrokavSirSi internetis gamomyenebli 184252.3 aTasi ka-

cidan 314792.2 aTas kacamde, anu 170.8% - iT gaizarda.

zrda, ZiriTadad, evrokavSirSi axlad Sesul qveynebze modi-

oda. saerTod internetis gamoyenebis done evrokavSirSi Se-mavali qveynebis mixedviT mkveTrad gansxvavdeba. 2007 wli-

sTvis internetis gavrcelebis done yvelaze maRali Svecias

(75.6%), portugalias (73.8) da niderlandebs (73.3%) hqon-

da.

internetis gamomyenebelTa raodenoba bevrad ufro

naklebia evrokavSiris axal wevr qveynebSi. 2007 wlis-

Tvis bulgareTSi internetiT sargeblobda mosaxleobis

28.7%, rumineTSi 23.4%, ungreTSi 30.4%. dabalia in-

ternetis gamoyenebis done evrokavSiris kandidat qvey-

nebSi. makedoniaSi internets iyenebs mosaxleobis mxo-

lod 19.1%, TurqeTSi 21,1, xolo xorvatiaSi 32.9%. Zalian

dabalia internetis gavrcelebis done saqarTveloSi. 2007

wlisTvis internetiT sargeblobda 175600 adamiani, anu mo-saxleobis 4%.

internets didi SesaZleblobebi aqvs imisTvis, rom

xeli Seuwyos biznesis da Sesabamisad marketingis ganviTare-

bas. amis safuZvels internetis mier Sesrulebuli funqcie-

bi warmoadgens. internetis funqciebs miekuTvneba (ix. nax.

17.2.):



444

komunikacia informacia garToba

eleqtronuli komercia

nax. 17.2. internetis funqciebi

1) komunikacia;

2) informacia;

3) garToba;

4)

eleqtruli komercia.

eleqtronuli garigebebi

eleqtronuli vitrinebi

bileTebis onlainuri SekveTaauqcionebi

garigebebi eqstranetisa dakerZo birJebis

meSveobiT

eleqtronuli

fosta

wamieri

Setyobinebebi

Cati

onlainuriSetyobinebebi

saZiebo

sistemebi

eleqtronuli

biblioTeka

axali ambebisservisi (gancxa-

debebis

eleqtronuli

dafebi)

onlainuri

TamaSebi

radio

programebi

telegadacemebi

musika

eleqtronuli

wignebifilmebi



445

yoveli funqcia uSuald ukavSirdeba Tanamedrove mar-

ketings da xels uwyobs mis ganviTarebas.

komunikaciis funqcias asrulebs eleqtruli fosta,

wamieri Setyobinebebi, Cati da onlainuri Setyobinebebi.

eleqtruli fosta komunikaciis moxerxebuli saSuale-

baa, romliTac SeuZlia isargeblos rogorc saojaxo meur-

neobam, ise biznesis ama Tu im saxem. eleqtronul fostas

gaaCnia rigi upiratesobebi. is gamosayeneblad martivia; gada-

cemuli informacia swrafad aRwevs daniSnulebis obieqtam-

de; miRebuli informaciis wakiTxva SeiZleba maSin, roca da-

niSnulebis obieqtisTvis mosaxerxebelia; eleqtronul fos-tas SeiZleba miebas sxva failebic.

eleqtronuli fostis mogvianebiT ganviTarebul vari-

ants wamieri Setyobinebebi warmoadgens. maTi meSveobiT Se-

saZlebelia informaciis gadacemisa da mimRebis realuri

drois reJimSi dakavSireba. Cveulebrivi Setyobinebebisgan

gansxvavebiT wamieri Setyobinebebi sul ramdenime winadade-

bisgan Sedgeba.Catisa da onlainuri Setyobinebebis meSveobiT SesaZle-

belia informaciaTa urTierTgacvla adamianTa jgufebs So-

ris. Cati da onlainuri Setyobinebebi iRebs forumis saxes.

gagzavnil informacias Catis monawileni xedaven gancxadeba-

Ta dafaze. amiT yalibdeba onlainuri gaerTianeba, romelic

ganviTarebul qveynebSi xSirad did gavlenas axdens biznesis

ganviTarebaze.internetis mniSvnelovani funqciaa informaciis miwo-

deba momxmareblisTvis. bevri adamiani da sawarmo internetSi

swored informaciis misaRebadaa CarTuli. arsebobs saZiebo

sistemebi, romelTa meSveobiTac SesaZlebelia sxvadasxva sa-

xis informaciis moZieba internetSi. informaciis did na-

wils momxmarebeli iRebs samTavrobo organizaciebis saite-



446

bidan. eleqtronuli biblioTekebidan SesaZlebelia saswav-

lo, meToduri da sxva saxis informaciis miReba.

Tanamedrove ekonomika adrindel, mwarmoebel kompanieb-

ze dafuZnebuli ekonomikisgan gansxvavebiT, emyareba sainfor-

macio bizness, romlis ganviTarebisTvis did SesaZleblobebs

swored interneti da sxva Tanamedrove teqnologiebi iZle-

va. sainformacio biznesis ganviTarebiT marketingis efeqtia-

ni gamoyenebis masStabebi farTovdeba. interneti kompaniebs

SesaZleblobas aZlevs Seagrovon da daniSnulebisamebr gamo-

iyenon informacia individualur da biznes-momxmareblebze,

saqmian partniorebze, kerZod, mimwodeblebsa da Suamavlebze.internetiT SesaZlebelia sxvadasxva TematikiT, ker-

Zod, musikiT, sportiT da a.S. dainteresebuli adamianebis

garToba. garTobas emsaxureba onlainuri TamaSebi, radiop-

rogramebi, musika, telegadacemebi, eleqtronuli wignebi,

filmebi. garTobis mizniT internetSi ganTavsebulia rogorc

fasiani ise ufaso saitebi. garTobas ufasod afinanseben

firmebi, romlebic Web-saitebze TavianT reklamebs anTavse-ben.

internetis ZiriTadi funqciaa eleqtronuli komercia,

romelic moicavs, eleqtronul garigebebs, eleqtronul

vitrinebs, bileTebis onlainur SekveTas, auqcionebs, garige-

bebs eqstranetis da kerZo birJebis qselis meSveobiT.

interneti aadvilebs sawarmoebisa da organizaciebis

kavSirs, garigebebis dadebas. onlainur reJimSi muSaoba aCqa-rebs garigebebis dadebis process, amcirebs xarjebs, zrdis

sawarmoTa muSaobis efeqtianobas. individualuri momxmareb-

lebi internetis daxmarebiT yiduloben sxvadasxva saxis

produqtebs, sargebloben sabanko momsaxurebiT. onlainur

reJimSi tardeba auqcionebi, iyideba aviakompaniebis bileTebi.

internetis gamoyenebiT farTovdeba personalizaciisa

da kastomerizaciis procesi. personalizacia miwodebis mom-



447

xmareblebis saWiroebebTan SesabamisobaSi moyvanis procesis

gaaqtiurebiT gamoixateba. kastomerizacia gulisxmobs mom-

xmareblebisTvis SesaZleblobis micemas monawileoba miiRos

saqonlis damuSavebis (Seqmnis) procesSi. kastomerizaciis

pirobebSi kompaniebi Suamavlebs klientebidan saqonlis Sem-

qmnelad gadaaqceven. praqtikaSi kompaniaTa nawili upirate-

sobas personalizacias, nawili ki kastomerizacias aniWebs.

17.2 eleqtronuli biznesi, eleqtronuli vaWroba, eleq-

tronuli marketingi

eleqtronuli saSualebebiT, - intranetiT, eqstrane-

tiT, internetiT,- ganxorcielebul bizness eleqtronul

bizness uwodeben.

biznesis eleqtronuli saSualebebiT, pirvel rigSi,

internetiT ganxorcielebis pirobebSi Cqardeba biznes-opera-

ciebi, farTovdeba sawarmoTa moqmedebis areali, saboloojamSi ki izrdeba saqmianobis efeqtianoba. biznes-operaciebis

daCqarebas uzrunvelyofs kompaniaTa TanamSromlebis, kompa-

niebisa da momxmareblebis operatiul reJimSi dakavSireba.

sawarmoTa onlainur reJimSi muSaoba saSualebas aZ-

levs momxmareblebs saxlidan gausvlelad iyidon sxvadasxva

saxis saqoneli da isargeblon ama Tu im saxis momsaxurebiT.

ganviTarebul qveynebSi bevri banki onlainur reJimSi emsaxu-reba momxmareblebs, onlainur reJimSi tardeba auqcionebi,

iyideba aviakompaniebis bileTebi. dReisTvis kompaniaTa nawi-

li Tavis saqmianobas TiTqmis mTlianad elqtronuli saSua-

lebebis gamoyenebiT axorcielebs. ase, magaliTad, amerikuli

kompania Microsoft praqtikulad mTel dokumentacias eleq-

tronul qselSi aformebs da ganaTavsebs da ara qaRaldze.



448

magram biznesSi eleqtronuli saSualebebis gamoyenebis

yvela idea ar aris warmatebuli. SeiZleba internet-kompani-

ebis warumateblobis Sesaxeb uamravi magaliTis moyvana Tana-

medrove biznesis msoflio praqtikidan. maT Soris yvelaze

metad gaxmaurda Kozmo.com – is, Furniture.com - is da

zogierTi sxva kompaniis warumatebeli saqmianobis SemTxvebe-

bi.

Kozmo.com-is kinofilmebis gaqiravebis samsaxuri mom-

xmarebels binaze emsaxureboda. magram filmebis binaze mita-

nis xarjebma gadaaWarba Semosavals. Furniture.com – avejis

onlainuri maRazia, xSirad iZulebuli iyo esargebla Zvi-radRirebuli tviTebis gadamtani kompaniebis momsaxurebiT,

radgan msxvilgabaritiani avejis momxmarebelamde mitana yve-

la tvirTis gadamtan kompanias ar SeeZlo. amis gamo zogjer

gadazidvis xarjebi avejis Rirebulebas aRemateboda, rac

mTlianobaSi mkveTrad amcirebda kompaniis Semosavals.

eleqtronul bizness zogjer eleqtronul komercia-

sac uwodeben. Tumca, rogorc TeoriaSi ise praqtikaSi, xSi-rad eleqtronuli komerciis cnebis qveS eleqtronul vaW-

robas gulisxmoben.

eleqtronuli vaWroba eleqtronuli saSualebebiT, Zi-

riTadad, internetiT, ganxorcielebuli yidva – gayidvis aq-

tebis erTobliobaa.

eleqtronuli biznesis cneba farToa eleqtronuli

vaWrobis cnebaze. eleqtronuli biznesi garda eleqtronulisaSualebebiT yidva – gayidvis aqtebisa, moicavs, agreTve, in-

formaciis gacvlas rogorc kompaniis SigniT, ise kompaniasa

da momxmarebels Soris.

eleqtronuli vaWroba, rogorc amas marketingis ameri-

keli specialistebi aRniSnaven, ufro sabazro sivrcea, vid-

re fizikuri saxiT arsebuli savaWro wertilebi. gamyidve-

lebi eleqtronul bazrebs iyeneben TavianTi produqtis mom-



449

xmareblisTvis SesaTavazeblad. amasTan, momxmareblebi eleq-

tronuli bazrebidan iReben informacias saqonelsa da momsa-

xurebaze, SearCeven maT, aformeben SekveTas da axdenen anga-

risworebas onlanur reJimSi.

dReisTvis eleqtronuli biznesi da eleqtronuli vaW-

roba, ZiriTadad, arsebobs oTxi saxiT:

1) bi-Tu-bi (B2B, anu firma-firmas )-vaWroba biznespro-

duqtebis bazarze;

2) bi-Tu-si (B2C, anu firma momxmarebels)-vaWroba sabo-

loo momxmareblis bazarze;

3) si-Tu-si (

C2C, anu momxmarebeli momxmarebels)-kerZo

vaWroba momxmareblebs Soris;

4) si-Tu-bi (C2B, momxmarebeli firmas)- samomxmareblo

vaWroba.

praqtikaSi eleqtronuli vaWroba zogjer wminda on-

lainur xasiaTs atarebs, zogjer ki Serwymulia tradiciu-

li vaWrobis meTodebTan. Zveli da axali ekonomikis arsebo-bis pirobebSi es bunebrivi procesia. amis Sedegia is, rom

dRes arseboben tradiciuli momxmareblebi, kiber momxmareb-

lebi daa hibriduli momxmareblebi. tradiciuli momxmareb-

lebi produqtebs yiduloben uSualod maRaziaSi da ar iye-

neben qsels saqonlis sayidlad. kiber momxmareblebi pro-

duqtebs upiratesad internetis gamoyenebiT SeiZenen. hibri-

duli momxmareblebi sargebloben vaWrobis tradiciuli me-TodebiTac da eleqtronuli kavSiris saSualebebiTac. amas-

Tan, SeiZleba iTqvas, rom ganviTarebuli qveynebis umetesoba-

Si momxmarebelTa didi nawili hibriduli momxmarebelia, e.i.

isini produqtebs yiduloben fizikuri saxiT arsebul maRa-

ziebSi, periodulad ki internetis momsaxurebiTac sargeb-

loben. rac Seexeba dabalganviTarebul qveynebs, maTi mosax-

leobis absoluturi umetesoba tradiciuli myidvelia, ro-



450

melic ar sargeblobs internetiT da arc aqvs realurad

amis SesaZlebloba.

eleqtronuli vaWrobis marketingul mxares, kerZod,

reklamas, produqtis bazarze win wawevas da gayidvas

internetis daxmarebiT, uwodeben eleqtronul marke-

tings.

eleqtronul marketings aqvs ori mxare. erTi mxriv,

kompaniebi informaciis gavrcelebis gziT yidian produqtebs,

meore mxriv, internetis meSveobiT eleqtronuli momwodeb-

lebisgan yiduloben maT.

kompaniebs Soris produqtis eleqtronuli saSualebe-biT yidva – gayidvis procesSi yalibdeba eleqtronuli sa-

vaWro qseli, romelSic sakmaod bevri kompaniaa CarTuli

sxvadasxva qveynidan. ase, magaliTad, e- cement.com warmoad-

gens msxvil eleqtronul qsels, romlis meSveobiTac sxva-

dasxva qveynis kompaniebi erTmaneTTan vaWroben. msoflioSi

erT – erTi umsxvilesi savaWro qselebis mflobelia kompa-

nia GE Global eXchange Service (GXS). misi qselebis daxma-rebiT erTmaneTTan kavSirs amyarebs da savaWro operaciebs

axorcielebs 58 qveynis asi aTasze meti kompania, maT Soris

giganti kompaniebi Daimlerchrysler da Kodak .

eleqtronuli vaWroba da eleqtronuli marketingi sa-

sargebloa rogorc myidvelis, ise gamyidvelisTvis mravali

mizezis gamo.

produqtis interntis meSvobiT yidvis dros mniSvne-lovnad izogeba rogorc individualuri, ise biznes-momxma-

reblis dro, radgan maT ar uwevT maRaziamde misvla da sa-

cobebSi zogjer saaTobiT dgoma, rac Cveulebrivi movlenaa

didi qalaqebisTvis. dro izogeba saqonlis SerCevazec. myid-

velebi saqonlis Sedarebas da SerCevas eleqtronuli kata-

logebisa da Web-gverdebis daxmarebiT axdenen. amasTan,

eleqtronuli maRaziebi tradiciulisgan gansxvavebiT dRe –



451

RameSi Riaa 24 saaTi. myidveli saqonels akvirdeba imden

xans, ramden xansac surs. mas ar uwevs urTierToba gamyidve-

lebTan, rac zogjer garkveul uxerxulobasTan aris dakav-

Sirebuli.

eleqtronul maRaziebSi saqonlis arCevani tradiciul

maRaziebTan SedarebiT farToa, internet-maRaziebs ar sWir-

debaT adgili saqonlis gansaTavseblad.

internet-maRaziebSi saqonlis farTo arCevanTan erTad

momxmarebels sTavazoben, agreTve, didi moculobis informa-

cias internet-kompaniaze, saqonlis mwarmoebel kompaniaze,

TviTon saqonelze, konkurent sawarmoebze. informaciis mi-wodeba xorcieldeba gacilebiT ufro moxerxebulad da ga-

sagebi formiT vidre amas gaakeTebda yvelaze ufro mcodne

konsultanti. iseTi internet-kompania, rogoricaa

Amazon.com, momxmareblebs sTavazobs saqonelTa CamonaT-

vals, TiToeuli saqonlis aRweras, eqspertTa gamoxmaure-

bebs da sxva saxis momsaxurebas.

momxmareblisTvis internetiT saqonlis yidva xelsay-relia imis gamoc, rom Sesyidvis procesi xorcieldeba in-

teraqtiul reJimSi da wamierad.

internetiT saqonlis gayidvas bevri upiratesobebi mo-

aqvs gamyidvelebisTvisac. internetis gamoyenebiT myardeba

urTierTkavSiri gamyidvelebsa da myidvelebs Soris drois

realur reJimSi. gamyidveli iRebs informacias momxmarebel-

Ta moTxovnilebebze, maT saqonlis mimarT damokidebulebazeda saerTod sawarmoze, pasuxobs momxmarebelTa SekiTxvebs.

am gziT miRebuli informaciis safuZvelze sawarmoebi saqon-

lis da momsaxurebis samomxmareblo Tvisebebs sul ufro me-

tad usadageben momxmarebelTa moTxovnebs, rac produqtis

realizaciis SesaZleblobebs afarToebs.

internetiT saqonlis gayidvisas sawarmoebi Tavisuf-

ldebian maRaziis Senaxvasa da funqcionirebasTan dakavSire-



452

buli xarjebisgan. amiT mcirdeba saqonlisa da momsaxurebis

fasi da Sesabamisad izrdeba momxmarebelTa raodenoba, rac

zrdis eleqtronuli marketingis efeqtianobas. eleqtronu-

li marketingis efeqtianobis amaRlebaSi did rols asru-

lebs bazris moTxovnebis Sesabamisad marketinguli progra-

mebis drois mcire da Tanac nebismier monakveTSi Casworebis

SesaZlebloba.

17.3. internet-vaWrobis ganviTarebis

ZiriTadi sferoebi

rogorc ukve aRiniSna, eleqtronuli vaWroba oTxi sa-

xisaa: samrewvelo daniSnulebis saqonliT vaWroba, sacalo

vaWroba, kerZo vaWroba, samomxmareblo vaWroba.

samrewvelo daniSnulebis saqonliT vaWroba sawarmoebs

Soris interaqtiul reJimSi Suamavlebis gareSe xorcielde-ba (ix.nax.17.3.. ). am SemTxvevaSi interneti erTmaneTTan akav-

Sirebs profesional myidvelebsa da gamydvelebs warmomad-

genlebis meSveobiT. isini aformeben SekveTebs da uzrunvel-

yofen SekveTili produqtebis miwodebas.

nax. 17. 3. B2B – samrewvelo daniSnulebis saqon-

liT vaWroba

samrewvelo daniSnulebis saqonlis internetis meSveo-

biT gayidvis moculoba sul ufro izrdeba. erT-erTi gamok-

vlevis mixedviT 2005 wels samrewvelo daniSnulebis saqon-

sawarmo 1 sawarmo 2 sawarmo 3



453

liT vaWrobis moculobam internetSi 4,3 trilion dolars

miaRwia da 2000 wlis analogiur maCvenebels 1,5-jer gadaa-

meta.

samrewvelo daniSnulebis saqonliT eleqtronuli vaW-

roba xorcieldeba eleqtronuli savaWro qselebis, auqcio-

nebis, birJebis, produqciis katalogebis, barteruli saite-

bis da sxva saSualebebis gamoyenebiT. momsaxurebis axali sa-

xeebis gamoyeneba uzrunvelyofs axali klientebis mozidvas

da arsebuli klientebis SenarCunebas.

eleqtronuli vaWrobis gansaxorcieleblad sawarmoe-

bi TavianTi Web-saitebis an Ria eleqtronuli qselebisdaxmarebiT informacias awvdian momxmareblebs produqtebsa

da Sesyidvaze. Ria eleqtronul qselSi erTmaneTs ukavSir-

debian myidvelebi da gamyidvelebi informaciis gacvlisa da

garigebaTa operatiulad gaformebis gziT. kerZo savaWro

qselebi erTmaneTTan akavSirebs erT konkretul gamyidvelsa

da mis eleqtronul myidvelebs.

kerZo savaWro qselis gaxsna SeuZlia nebismier sawar-mos. kerZo savaWro qseli sxva dadebiT TvisebebTan erTad

uzrunvelyofs myidvelis mier saqonlis aRqmis procesis ga-

kontrolebas da daregulirebas, rac metad mniSnelovania

saqonlis realizaciis procesis dasaCqareblad.

specialistebis azriT, samrewvelo daniSnulebis saqon-

liT eleqtronul vaWrobaSi uaxloes momavalSi wamyvani

kvlav iqneba aSS. amasTan, dasavleT evropis qveynebSi eleq-tronuli vaWrobis moculoba kidev ufro swrafad gaizrde-

ba (weliwadSi 91%-iT).

ganviTarebul qveynebSi B2B tipis eleqtronuli vaW-

robis obieqtia xangrZlivi moxmarebis sxvadasxva saqoneli.

Tumca, amerikeli specialistebis azriT, B2B tipis eleqto-

nul bazarze gasvlas cdiloben, agreTve, eqimebi, iuristebi

da auditorebi. amasTan, isini eZeben gzebs internetiT er-



454

TmaneTTan da sxva pirebTan operatiul reJimSi dasakavSireb-

lad.

ganviTarebul qveynebSi samrewvelo daniSnulebis saqon-

lis eleqtronul bazarze momuSave mowinave marketologebi

regularul myidvelebs sistematurad ekontaqtebian da cdi-

loben maTgan miRebuli informacia gamoiyenon axali momxma-

reblebis mosazidad da arsebuli momxmareblebis SesanarCu-

neblad maTTan urTierTobis gaumjobesebis gziT.

sul ufro da ufro izrdeba eleqtronuli sacalo

vaWrobis moculoba (ix.nax. 17.4.). ganviTarebul qveynebSi

momxmareblebi sul ufro metad yiduloben saqonelsa damomsaxurebas eleqtronul bazrebze.

nax. 17.4. B2C – eleqtronuli sacalo vaWroba

B2C tipis eleqtronuli vaWrobis pirobebSi vaWrobs

TviTon sawarmo, romelic eleqtronuli qselis meSveobiT

ukavSirdeba sxvdasxva asakobrivi jgufis momxmareblebs, maT

Soris bavSvebs. marketingis amerikeli specialistebis az-riT, “kiber bavSvebi” da mozardebi eleqtronuli kompaniebis

did nawils izidaven. ase, magaliTad, kompania America

Online-s aqvs portali Kids Only (“mxolod bavSvebisTvis”).

am portalze bavSvebs sTavazoben daxmarebas saSinao davale-

bebis SesrulebaSi, agreTve, sxvdasxva TamaSebs, Jurnalebs,

forumebs.

s a w a r m o

m o m x m a r e b l e b i



455

eleqtronuli sacalo vaWrobis momxmareblebs Soris

sakamod mniSvnelovania asakovani adamianebis raodenoba. isini

internets iyeneben seriozuli miznebisTvis, magaliTad, in-

vesticiebis dasabandeblad da ara gasarTobad sxva asakobri-

vi jgufebisgan gansxvavebiT.

internet-momxmareblebisTvis metad mniSvnelovania in-

formaciis saWiro moculobiT da droulad miwodeba. isini

arian aqtiurebi da TviTon irCeven produqts marketinguli

informaciis safuZvelze. aqtiuri internet-momxmareblebi

eleqtronul marketologebs kritikuli da perspeqtiuli

azrovnebisken ubiZgeben.eleqtronuli katalogebi da saZiebeli gverdebi mom-

xmareblisTvis xelmisawvdoms xdis internetSi sxvadasxva

sawarmoebis mier ganTavsebul mravalferovan da mravalric-

xovan informacias. dReisTvis eleqtronuli gverdebis rao-

denoba internetSi, specialistTa azriT, miliards aWarbebs.

aseT pirobebSi, cxadia, marketinguli midgomebis sistematu-

rad srulyofa-ganviTarebaa saWiro. mxolod eleqtronulimarketingis meTodebis sworad SerCeva saqonlis uSualod

daTvalierebis gareSe eleqtronul momxmarebels gadaaqcevs

eleqtronul myidvelad. veravin ver ifiqrebda sul ramde-

nime wlis win, rom adamiani briliantebs iyidida uSualod

Sexebisa da daTvalierebis gareSe. internetis epoqaSi es re-

aloba gaxda. Cooldiamonds.com Zvirfas briliantebs yidis

eleqtronuli marketingis daxmarebiT.eleqtronul marketings produqciis gasayidad aqtiu-

rad iyeneben samomxmareblo produqtebis mwarmoebeli sawar-

moebic (ix. nax.17.5.). marketologebi sawarmos Web-saitebis

daxmarebiT mtkice kavSirurTierTobas amyareben momxmareb-

lebTan. aseTi midgomiT Cqardeba produqtebis realizacia,

mcirdeba xarjebi, izrdeba mogeba. mcire sididis sawarmoebs



456

eZlevaT SesaZlebloba Web-saitebis daxmarebiT gavidnen sa-

erTaSoriso bazrebze.

nax.17.5.

C2Bsamomxmareblo

sacalo eleqtronuli vaWroba

marketingis specialistebi cdiloben Web-saitebze ga-

naTavson srulfasovani informacia da saTanadod moemsaxu-

ron adamianebs maTi mudmiv momxmareblebad gadaqcevis miz-

niT. sxvadasxva kompania Web-saitebze sruliad gansxvavebul

momsaxurebas sTavazobs momxmareblebs. maT SeuZliaT kiTxve-bi dausvan kompaniaTa xelmZRvanelobas maTTvis saintereso

sakiTxebze, gamoTqvan TavianTi Sexedulebebi kompaniaze, Ses-

Tavazon garkveuli rekomendaciebi. zogierTi kompaniis sai-

tebze gansxvavebulia werilebis Sablonebi, romelTac avse-

ben momxmareblebi da romlebic gadaecemaT klientebTan ur-

TierTobis menejerebs. swored momsaxurebis kulturazea da-

mokidebuli ganmeorebiT isurvebs Tu ara momxmarebeli sa-warmos Web-saitis daTvalierebas da ama Tu im produqtis

yidvas. realur cxovrebaSi xSiria SemTxvevebi, roca momxma-

reblebi maT kiTxvebze pasuxebs dagvianebiT an saerTod ver

iReben.

eleqtronuli kerZo vaWroba momxmareblebs Soris gu-

lisxmobs internetis meSveobiT saqonlisa da informaciis

gacvlas saboloo momxmareblebs Soris.

momxmarebeli

sawarmo1 sawarmo3sawarmo2



457

eleqtronuli kerZo vaWrobis arxebiT myidvelebi er-

TmaneTSi yidian mrvalferovan saqonels (ix.nax. 17.6.). mar-

to 2006 wels eBay qselis meSveobiT gayiduli saqonlis

Rirebulebam 9 mlrd dolars gadaaWarba. am kompaniis sai-

tebze yovelTviurad or milionze meti eleqtronuli auq-

cioni tardeba ramdenime qveyanaSi, romelTa Soris, pirvel

rigSi, unda aRiniSnos iaponia, didi britaneTi da germania.

eleqtronul kerZo vaWrobaSi Sedis, agreTve, informaciis

urTierTgacvla forumebis da Tematuri konferenciebis Ca-

tarebiT. forums aqvs gancxadebaTa dafis, Catis, mimarTvis,

sareklamo gancxadebebis, katalogebis saxe. eleqtronulikonferenciebi (axali ambebis jgufebi) warmoadgens forume-

bis internet versias. eleqtronuli konferenciebis raode-

noba aTobiT aTasia.



458

nax. 17.6. C2C eleqtronuli kerZo vaWroba

18.4 onlainuri marketingis arxebi

Tanamedrove onlainuri marketingis ZiriTadi arxebia:

1) sawarmos Web-saiti;

2) sxva sawarmoebis Web-saitebi;

3) onlainuri sazogadoebebi;



459

4) interaqtiuli marketingis sxva arxebi, kerZod,

qseluri jixurebi, swrafi baraTebi, virtualuri

kuponebi da nimuSebi.

nax. 17.7. onlainuri marketingis arxebi

praqtikaSi ganasxvaveben sawarmoTa Web-saitebis Semdeg

tipebs: korporaciuli Web-saiti, marketingis Web-saiti,virtualuri vitrina da kibersavaWro centri.

nax. 17.8. sawarmoTa Web-saitebis tipebi

korporaciuli Web-saitebis meSveobiT momxmarebels da

sxva dainteresebul pirebs miawvdian zogad infornacias sa-

warmosa da mis produqciaze, rom Seuqmnan sawarmos repu-

tacia maT TvalSi. korporaciuli Web-saitebi momxmareb-

lebs awvdian informacias sawarmos produqciaze, mis finan-

sur mdgomareobaze, personalze, dasaqmebis SesaZleblobebze,

agreTve, sxvadasxva saxis garTobebs. amasTan, am saitze mom-

korporaciu

li Web- saiti

marketinguli

Web- saiti

virtualuri

vitrina

kibersavaW

ro centri

onlainuri marketingisarxebi

sawarmos

Web-

saitebi

sxva sawarmoTaWeb--saitebi(gamoyenebuli

reklamisgansaTavseblad)

onlainuri

sazogadoeba

onlainuri

marketingis

sxva arxebi



460

xmareblebs aqvT SesaZlebloba miiRon pasuxi maTTvis sainte-

reso sakiTxebze da TviTonac gamoTqvan TavianTi mosazrebe-

bi. korporaciuli saitiT interaqtiuli komunikaciis gan-

xorcielebis iniciatoria momxmarebeli. korporaciuli

Web-saitis ZiriTadi mizani ar aris produqtis uSualod

gayidva, Tumca is swored amas emsaxureba. sawarmos produq-

tiT momxmarebelTa dainteresebiT, saboloo jamSi, produq-

tis gayidvis moculoba izrdeba.

marketinguli Web-saiti uzrunvelyofs dialogs momxma-

reblebTan. interaqtiuli komunikaciis am arxis iniciatoria

sawarmo, romelic Tavis Tavze iRebs momxmareblebTan kavSi-ris damyarebis da maTTan urTierTobis iniciativas. rogorc

wesi, am saitze mocemulia produqciis katalogi, tardeba

sareklamo kampania, konkursebi.

virtualuri (eleqtronuli) vitrina aris onlainuri

maRazia, sadac damTvalierebels SeuZlia saqonlis daTvali-

ereba da SekveTis micema iseve, rogorc Cveulebriv maRazia-

Si. eleqtronul maRaziebs rigi upiratesobebi aqvT fiziku-ri saxiT arsebul maRaziebTan SedarebiT, kerZod: isini dam-

TvaliereblebisTvis Riaa 24 saaTis ganmavlobaSi; Zalian

farToa momxmarebelTa momsaxurebis areali; sawarmoebs Se-

uZliaT saqonlis maragis Senaxva centralizebulad da myid-

velebisgan miRebuli SekveTebis Sesruleba operatiulad;

mcirdeba momxmarebelTa drois danaxarjebi saqonlis SeZena-

ze da a.S.kibersavaWro centri virtualuri maRaziebis jgufia,

romelebic virtualuri momxmareblebisTvis muSaoben erTiani

struqturis saxiT. kibersavaWro centrSi, Cveulebrivi sa-

vaWro centrebis msgavsad, arsebobs nacionaluri masStabis

popularuli eleqtronuli maRazia, romlis asortimentic

ivseba am centrSi gaerTianebuli sxva eleqtronuli maRazie-



461

bis produqciiT. dReisTvis msoflios yvelaze msxvil kiber-

savaWro centrs AOL marTavs.

sxva sawarmoebis Web-saitebs onlainuri marketologebi

iyeneben TavianTi sabazro arealis gasafarToeblad reklamis

ganTavsebis gziT. arsebobs interaqtiuli reklamis ori saxe:

baneruli da mcuravi.

baneruli reklama warmoadgens patara Setyobinebas, ro-

melsac sawarmoebi ganaTavseben popularuli Web-saitebis

TvalSisacem adgilebze.

mcurav reklamas uwodeben fanjrebs, romlebic gamoCnde-

ba xolme sxvadasxva saitebze.internet-sazogadoeba saitia, romelzec ikribebian saer-

To interesebiT gaerTianebuli internet-momxmareblebi maT-

Tvis saintereso sakiTxebze Sexedulebis gasaziareblad.

arsebobs internet-sazogadoebis Semdegi formebi: inter-

net-forumebi, axali ambebis jgufi, gancxadebaTa eleqtro-

nuli dafebi da Web-sazogadoeba.

internet-forumebi komerciul saitebze ganlagebulionlainuri sadiskusio jgufebia. momxmareblebi Sedian sis-

temaSi da monawileoben sxvadasxva sakiTxebis ganxilvaSi,

agzavnian TavianT Sexedulebebs, svamen kiTxvebs da TviTonac

iReben informacias forumis sxva monawileebisgan. forumebi

SeiZleba arsebobdes gancxadebaTa eleqtronuli dafebis sa-

xiT. forumebis daxmarebiT marketologebi xSirad informa-

cias cvlian momxmareblebTan.axali ambebis jgufi forumebis arakomerciuli saxesxva-

obaa. am saitebze internetis momxmareblebi agzavnian TavianT

Setyobinebas ama Tu im konkretul Temaze, Semdeg ki kiTxu-

loben gamoxmaurebebs.

gancxadebaTa eleqtronuli dafa specializebuli onlai-

nuri samsaxuria, romlidanac SeiZleba miiRo informacia

konkretul Temaze.



462

internet-sazaogadoebebis raodenoba ukanasknel wlebSi

Zalian swrafad izrdeba. maT qmnian garTobiT, janmrTelobis

dacviT, sportiT, finansebiT da sxva sakiTxebiT dainterese-

buli adamianebi. internet- sazogadoebebiT calkeuli adamia-

nebis garda interesdebian, agreTve, sareklamo agentebic.

isini sxvadasxva saxis informacias awvdian qselSi CarTul

interent-sazogadoebis wevrebs.

interaqtiuli marketingis iseTi arxi, rogoricaa Web-

kioski, aris maRaziaSi dadgmuli patara kompiuteri, romlis

gamoyeneba ufasod SeuZliaT momxmareblebs sawarmosa da mis

produqciaze informaciis mosaZieblad. oficialurad, ganvi-Tarebul qveynebSi Web-kioskebs uwodeben “qseluri mxarda-

WeriT saqonlis maRaziis meSveobiT gayidvas”. Web-kioskebis

daniSnulebaa ar gauSvan maRaziidan adamianebi saqonlis yid-

vis gareSe. isini gansakuTrebiT mniSvnelovania im momxmareb-

lebisTvis, romelTac internetis gamoyenebis sxva SesaZleb-

loba ara aqvT.

swrafi baraTebi plastikuri baraTebia, romlebSic Cad-gmulia individualuri da finansuri informaciis matarebe-

li kompiuteruli Cipebi. saqonlis SesaZenad saWiroa aseTi

baraTebi Caidgas specialur skanerSi an damTvlel mowyobi-

lobaSi, romelic baraTidan moxsnis produqciis fasis tol

Tanxas. baraTebi periodulad unda “Seivsos” saCeko an Sem-

naxveli angariSidan fulis damatebiT. swrafi baraTebi gax-

da pirveli nabiji eleqtronuli valutis, eleqtronulianazRaurebis sistemis Seqmnis gzaze. isini Zalian popularu-

lia evropasa da aziaSi, amerikaSi ki misi gavrcelebis area-

li ar aris didi.

sul cota xnis win tradiciulma kompaniebma daiwyes

muSaoba onlainur reJimSi, SesTavazes ra momxmarebels vir-

tualuri kuponebi da onlainuri nimuSebi. virtualuri ku-

ponebis moZebna momxmarebels SeuZlia personaluri kompiu-



463

teris daxmarebiT. amisTvis saWiroa Sesabamis saitze gansaz-

Rvruli monacemebis, kerZod, biznesis dasaxelebis, misi gan-

lagebis adgilis, parolis Setana, Semdeg ki SeTavazebuli

kuponis kompiuterSi gadmowera.

onlainuri marketingis efeqtianobis uzrunvelyofaSi

did rols asrulebs saitis gaformebis done. saiti auci-

leblad unda iyos mimzidveli da garkveuli sargeblobis

momtani. amis gareSe momxmarebeli ar moindomebs saitis

ganmeorebiT daTvalierebas. erT-erTi gamokiTxvis Sedegma

uCvena, rom momxmarebelTa 2/3, romelsac ar moewona saiti,

aRarasodes ar daubrundeba mas, e.i. ar moisurvebs saitiskidev erTxel daTvalierebas. saitis mimarT wayenebuli moT-

xovnebidan mniSvnelovania, agreTve, misi aqtualoba da mim-

zidveloba. amis gareSe eleqtronuli bazari ar Seiqmneba.

internet-kompaniebis zogierTi xelmZRvanelis azriT, warma-

tebisTvis aucilebelia tradiciuli reklamisa da araqselu-

ri marketinguli RonisZiebebis gamoyeneba.

mainc ra moTxovnebs unda akmayofilebdes saiti, rommoewonos momxmarebels da dainteresdes misi xelmeored

daTvalierebiT?

erT-erTi amerikeli specialistis azriT, saits mimzid-

vels xdis Semdegi elementebi: konteqsti, kontenti, komiu-

niti, kastomizacia, komunikacia, kontaqti, komercia.

konteqsti moicavs saitis Seqmnasa da dizains. konten-

tSi Sedis saitis teqsti, grafika, gaxmovaneba da video sa-itze. komiuniti, anu sazogadoeba gulisxmobs saitis unars

hqondes urTierToba gamomyeneblebTan. kastomerizacia saitis

unaria daeqvemdebaros sxvadasxva gamomyeneblis saWiroebebs.

kastomerizacia moicavs, agreTve, interfeisis personaliza-

ciis SesaZleblobas. komunikaciaSi igulisxmeba saitsa da

gamomyenebels Soris urTierTobis meTodebi. kontaqti gu-



464

lisxmobs saitis sxva saitebTan kavSirs. komercia saitze

savaWro operaciebis Catarebis SesaZleblobaa.

maSasadame, CamoTvlili elementebis WrilSi saitis Sem-

qmnelebma unda miiRon iseTi gadawyvetilebebi, rom uzrun-

velyon saitis mimzidveloba da misma gamoyenebam moitanos

saWiro Sedegi. amis miRweva SesaZlebelia maSin, roca saiti

gaformebulia saTanadod, moicavs saWiro informacias, aris

martivi da saintereso, moxerxebulia gamoyenebis procesSi.

saitis mimzidvelobis da efeqtianobis uzrunvelsayofad sa-

Wiroa misi perioduli Sefaseba eqspertebis mier.

XVII TavSi gamoyenebuli marketinguli terminebi

intraneti

eqstraneti

interneti

wamieri Setyobinebebi

Cationlainuri Setyobinebebi

personalizacia

kastomerizacia

sainformacio biznesi

eleqtronuli biznesi

eleqtronuli vaWroba

eleqtronuli marketingieleqtronuli vaWroba biznesproduqtebis bazarze

eleqtronuli vaWroba saboloo momxmareblis bazarze

eleqtronuli vaWroba momxmareblebs Soris

eleqtronuli samomxmareblo vaWroba

tradiciuli momxmarebeli

kiber momxmarebeli

hibriduli momxmarebeli



466

Tobliobas da infromaciis gacvlas rogorc kompaniis Sig-

niT, ise kompaniasa da momxmareblebs Soris. eleqtronuli

biznesis cneba farToa eleqtronuli vaWrobis cnebaze. Tum-

ca praqtikaSi es ori cneba xSirad erTi da imave mniSvnelo-

biT ixmareba.

dRes eleqtronuli biznesi da eleqtronuli vaWroba,

ZiriTadad, arsebobs oTxi saxiT: samrewvelo daniSnulebis

saqonliT vaWroba, anu vaWroba biznesproduqtebis bazarze;

sacalo vaWroba, anu vaWroba saboloo momxmareblis bazar-

ze; kerZo vaWroba, anu vaWroba momxmareblebs Soris; samom-

xmareblo vaWroba.eleqtronuli vaWroba eleqtronuli saSualebebiT,

pirvel rigSi, internetiT ganxorcielebuli yidva-gayidvaa.

eleqtronuli vaWrobis marketinguli mxare, kerZod, rekla-

ma, bazarze saqonlis win waweva da gayidva, aris eleqtro-

nuli marketingi.

eleqtronuli vaWroba, eleqtronuli marketingi, sasa-

rgebloa rogorc gamyidvelis, ise myidvelisTvis bevri mize-zis gamo. am dros gamyidvelebi uSualo kavSirs amyareben

momxmareblebTan, rac uzrunvelyofs maT obieqturi informa-

ciiT momxmarebelTa moTxovnilebebze, saqonlis da sawarmos

mimarT momxmarebelTa damokidebulebaze. gamyidvelebs SesaZ-

lebloba eZlevaT upasuxon momxmarebelTa SekiTxvebs inter-

netis daxmarebiT. amasTan, isini Tavisufldebian maRaziis da

saqonlis SefuTvasTan dakavSirebuli xarjebisgan. eleqtro-nuli vaWroba SesaZleblobas aZlevs individualur da biz-

nesmomxmareblebs dazogon dro saqonlis yidvaze, miiRon di-

di moculobis informacia internet-kompaniaze, saqonlis

mwarmoebel kompaniaze, TviTon saqonelze, konkurent sawar-

moebze.

eleqtronuli vaWroba dReisTvis yvelaze farTod sam-

rewvelo daniSnulebis saqonliT vaWrobaSi (B2B) gamoiyene-



467

ba. am saxis vaWroba xorcieldeba eleqtronuli savaWro

qselebis, auqcionebis, birJebis, produqciis katalogebis,

barteruli saitebis da sxva saSualebebis daxmarebiT. eleq-

tronuli sacalo vaWrobis pirobebSi (B2C) vaWrobs TviTon

sawarmo, romelic eleqtronuli qselis meSveobiT ukavSir-

deba momxmareblebs. eleqtronuli kerZo vaWroba (C2C) sa-

qonlisa da informaciis gacvlaa mravalferovan saboloo

momxmarebels Soris. samomxmareblo sacalo eleqtronuli

vaWrobis (C2B) daxmarebiT momxmareblebi TviTon Zebnian in-

ternetSi gamyidvelebs, ecnobian da yiduloben maT pro-

duqts.internetSi samuSaod marketologebi iyeneben sawarmos

Web-saits, sxva sawarmoebis Web-saitebs, onlainur sazoga-

doebebs da interaqtiuli marketingis iseT arxebs, rogori-

caa qseluri jixurebi, swrafi baraTebi, virtualuri kupo-

nebi da nimuSebi. saqonlis internetis meSveobiT yidva-gayid-

visTvis unda Seiqmnas sakuTari saiti, romelmac aucileblad

unda daakmayofilos Tavisi gaformebiTa da SinaarsiT mom-xmarebelTa moTxovnilebebi. amis gareSe saiti xels ver Se-

uwyobs saqonlis gayidvis procesis efeqtianobas.



468

Tavi 18. marketingi momsaxurebis da

arakomerciuli saqmianobis sferoebSi

XVIII Tavis swavlebis miznebimocemuli Tavis SeswavliT Tqven unda SeZloT:

1) momsaxurebis, rogorc specifikuri saqonlis, ganmar-

teba da misi Taviseburebebis daxasiaTeba;

2) momsaxurebis sferos sawarmoebSi gamoyenebuli stra-

tegiebis Camoyalibeba da maTi moqmedebis meqanizmis

axsna;

3)

calkeuli pirebis mier marketingis gamoyenebis mize-zebis daxasiaTeba;

4) adgilis marketingis ganmarteba da misi saxeebis daa-

xasiaTeba;

5) marketingis nebismieri saxis ideis marketingad war-

modgena.

18.1. momsaxurebis marketingis arsi

da Taviseburebebi

momsaxurebaSi igulisxmeba araxelSesaxebi saqmianoba da

sargebeli, romlebic erTma mxarem SeiZleba SesTavazos

meore mxares da romelTac ar mivyavarT raimes flo-

bisken.

momsaxureba zogjer ukavSirdeba Ffizikuri saxiT ar-sebuli saqonlis gamoyenebas zogjer ki ara. magram orive

SemTxvevaSi momsaxureba sasargebloa rogorc saqmianobis

gansazRvruli saxe da ara rogorc raime nivTi.

anabari bankSi, ama Tu im saxis transportiT mgzavroba,

Teatralur warmodgenaze, koncertze, sportul Sejibrebaze

daswreba, eqimis an advokatis konsultacia-yvela isini da-

kavSirebulia momsaxurebis yidvasTan. ukanaskneli wlebSi



469

calkeuli adamianebisa da biznesis momsaxurebaSi did rols

asrulebs interneti.

biznesis ganviTarebis dRevandel etapze sawarmoTa saq-

mianobaSi sul ufro did adgils ikavebs servisuli kompo-

nenti, romelic Tan axlavs fizikuri saxiT gayidul saqo-

nels. servisuli kompleqsi mkveTrad zrdis momsaxurebis

kulturas da amis Sesabamisad bazarze sawarmos konkurentu-

narianobas.

momsaxurebis saxeebi metad mravalferovani da mraval-

ricxovania. maTi wyaro SeiZleba iyos adamiani an manqana (av-

tomatizirebuli mowyobileba). ase, magaliTad: adamianebimomxmareblebs konsultaciebs uweven sxvadasxva sferoSi

(iurisprudenciaSi, medicinaSi); momxmareblebi sargebloben

bankomatebis, savaWro avtomatebis momsaxurebiT; momxmareb-

lebs emsaxurebian eqimebi, pedagogebi, advokatebi, damlageb-

lebi, mekurtneebi, fexsacmlis mwmendavebi, mrecxavebi da a.S.

miuxedavad momsaxurebis saxeebis mravalferovnebisa da

mravalricxovnobisa, maT axasiaTebT rigi saerTo niSan-Tvise-bebi, romlebic gansazRvraven momsaxurebis marketingis Ta-

viseburebebs. isini aucileblad unda gaiTvaliswinon marke-

tinguli programebis damuSavebis dros. momsaxurebis saxee-

bis saerTo niSan-Tvisebebs miekuTvneba:

1) araxelSesaxeboba;

2) wyarodan gamouyofloba;

3)

xarisxis cvalebadoba;

4) Senaxvis SeuZlebloba;

5) sasawyobo damuSavebisa da transportirebis Se-

uZlebloba;

6) sakuTrebis uflebis ararseboba.

araxelSesaxeboba momsaxurebis ZiriTadi niSania, rome-

lic misi winaswari demonstrirebis SeuZleblobaSi vlinde-



470

ba, rac, Tavis mxriv, gamoixateba SeZenamde misi danaxvis, ge-

mos gasinjvis, masze Sexebis, mosmenis, sunis Semowmebis Se-

uZleblobaSi.

fizikuri saxiT arsebuli saqonlis yidvis procesisgan

gansxvavebiT, momsaxurebis yidvis dros momxmareblebi iZu-

lebulni arian endon gamyidvelis sityvas. cxadia, rac uf-

ro maRalia momsaxurebis gamyidvelis imiji, miT advilad

endoba mas momxmarebeli. amitom momsaxurebis gamyidvelebma

didi adgili unda dauTmon prestiJis amaRlebas pozicioni-

roebis procesis gaaqtiurebiT, rac xorcieldeba momsaxu-

rebisTvis materialuri elementebis damatebiT. aseT elemen-tebs miekuTvneba momsaxurebis gayidvis adgili, fasi, momsa-

xurebis procesSi gamoyenebuli mowyoblebebi d.a.S.

davuSvaT, gaixsna axali samedicino diagnostikuri cen-

tri. bunebrivia, centrma pacientebamde unda miitanos infor-

macia samedicino momsaxurebis Sesaxeb. am procesSi diagnos-

tikurma centrma unda gamoiyenos yvela xelSesaxebi marke-

tinguli instrumenti, kerZod: adgili, sadac mdebareobs sa-medicino centri; diagnozis dasmisTvis gamoyenebuli samedi-

cino aparatura; fasebi; informacia samedicino personalis

profesionalizmze da a.S.

momsaxureba fizikuri saxiT arsebuli saqonlisgan gan-

sxvavebiT ar arsebobs wyarodan gamouyoflad, rac zRudavs

misi gasaRebis SesaZleblobebs. wyarodan gamouyofloba

vlindeba momsaxurebis warmoebisa da moxmarebis droSi dam-Txvevasa da wyarosTan erTad arsebobaSi.

Tu momsaxurebis wyaro adamiania, is TviTon aris mom-

saxurebis elementi, romlis gareSec momsaxureba ar arse-

bobs. fexburTis matCze momsaxureba fexburTis TamaSia, rac

fexburTelebis monawileobis gareSe ar Catardeba da mayure-

belic ver naxavs matCs. amasTan, Tu stadionze ar movlen

mayureblebi, fexburTelebi maT ver SesTavazeben TavianT



471

momsaxurebas. am process ukavSirdeba momsaxurebis marketin-

gis kidev erTi specifikuri niSani-mwarmoeblis da momxma-

reblis urTierTzemoqmedeba, rac momsaxurebis gamyidvelebis

saTanado momzadebas moiTxovs.

momsaxurebis xarisxi uSualod aris damokidebuli

wyaroze. momsaxurebis xarisxis rxevis diapazoni gansakuTe-

biT farToa maSin, roca misi wyaro adamiania, radgan adamia-

nebi erTmaneTisgan gansxvavebulebi arian kompetenturobiT,

komunikabelurobiT, TavazianobiT. gansxvavebulia, agreTve,

momsaxurebis dro da adgili. momsaxurebis xarisxis uzrun-

velsayofad da klientebis mosazidad mowinave sawarmoebidid yuradRebas uTmoben kvalificiuri kadrebis mozidvas da

maT periodul gadamzadebas. didi mniSvneloba eniWeba, agreT-

ve, momxmarebelTa saCivrebisa da winadadebebis Seswavlas da

am safuZvelze momsaxurebis xarisxis gaumjobesebas.

momsaxurebas ver Seinaxav misi gayidvis an momavalSi

gamoyenebis mizniT. momsaxurebis es Tviseba problemas ar

uqmnis mis mwarmoebel da gamyidvel sawarmoebs, roca moT-xovna myaria. magram Tu moTxovna momsaxurebaze mkveTrad ir-

xeva, sawarmoebs seriozuli problemebi eqmnebaT momsaxure-

bis warmoebisa da gayidvis procesSi. roca moTxovna izrde-

ba, saWiro xdeba momsaxurebis damatebiTi wyaroebis gamoZeb-

na, rac xSirad did siZneleebTan aris dakaSirebuli. moT-

xovnis Semcirebis dros momsaxure personalis da/an manqana-

mowyobilobebis nawili dautvirTavi rCeba.momsaxurebaze moTxovnis gazrdis procesSi xSirad

momxmareblebs sTavazoben damatebiTi momsaxurebis sxvadasxva

formas. ase, magaliTad: eqimTan vizitis molodinSi paciente-

bi satelevizio gadacemebis yurebiT erTobian. igive mdgoma-

reobaa aeroportebSi. TviTmfrinavis reisebis gamocxadebis

molodinSi mgzavrebs SeuZliaT kafeSi miirTvan yava an Cai,

iTamaSon avtomatebze d.aS.



472

momsaxurebis Senaxvis SeuZlebloba da wyarodan gamou-

yofloba ukavSirdeba misi sasawyobo damuSavebisa da tran-

sportirebis SeuZleblobas.

fizikuri saxiT arsebuli saqonelisgan gansxvavebiT

momsaxureba ar warmoadgens vinmes sakuTrebas. momsaxureba

momxmareblisTvis xelmisawvdomia mxolod drois gansaz-

Rvrul monakveTSi. amitom mas ar SeuZlia misi gayidva, fi-

zikuri saxiT arsebuli saqoneli ki myidvels SeuZlia Tavi-

suflad gayidos. momsaxurebaze sakuTrebis uflebis ararse-

boba mis mwarmoebel da gamyidvel organizaciebs ubiZgebs

imijis ganmtkicebisa da momsaxurebis mimzidvelobis xaris-xis amaRlebisTvis saWiro marketinguli RonisZiebebis gata-

rebisken.

18.2 momsaxurebis marketingis strategiebi

momsaxurebis bazrebze procesebis marTvis universalu-ri berketia marketingi, romelsac sul cota xnis win gan-

viTarebul qveynebSic ki servisuli sawarmoebi nakleb yu-

radRebas aqcevdnen. amis mizezi, pirvel rigSi, momsaxurebis

sferos sawarmoTa (saparikmaxero, samedicino punqti, fex-

sacmlis SemkeTebeli saxelosno, iuridiuli firma da a.S.)

mcire sididea. maT mfloblebs da menejerebs miaCndaT, rom

marketingi maTTvis zedmeti fufuneba iyo da Tanac TavianTimomsaxurebis gayidva marketingis gareSec SeeZloT. rac See-

xeba saqarTvelos, uaxloes warsulSi momsaxurebis sawarmo-

Ta mflobelebis didi nawili marketingis arsSi ver erkve-

oda, Tumca TavianT saqmianobas swored marketinguli midgo-

miT, e.i momxmarebelze orientaciiT warmarTavda.

dReisTvis dasavleTis qveynebSi momsaxurebis sferos

warmatebuli sawarmos menejerebi Tvlian, rom momsaxurebis



473

specifikuri xasiaTis gamo marketingsac unda hqondes speci-

fikuri xasiTi, e.i. marketinguli midgomebi da xerxebi

adaptirebuli unda iyos servisuli sawarmos saqmianobis Ta-

viseburebebTan. saqarTveloSi momsaxurebis biznesis ganviTa-

rebis dRevandel etapzec marketingis gamoyenebas ar eqceva

saTanado yuradReba.

servisuli sawarmoebi iyeneben imave marketingul stra-

tegiebs, rasac warmoebis sferos sawarmoebi. es strategie-

bia: saproduqto, safaso, stimulirebis, gasaRebis da momsa-

xurebis bazarze win wawevis strategiebi. Tumca, am strate-

giebis realizaciis procesSi momsaxurebis sferos sawarmo-ebSi, iTvaliswineben ra momsaxurebis specifikur Tavisebure-

bebs, iyeneben damatebiT marketingul midgomebsac, anu spe-

cifikur marketingul strategiebs.

Tanamedrove warmatebuli servisuli sawarmoebi yurad-

Rebas Tanabrad amaxvileben momxmareblebze da im TanamSrom-

lebze, romlebic warmoadgenen momsaxurebis wyaros. servi-

suli sawarmoebis xelmZRvanelebs kargad esmiT, rom mogebaukavSirdeba rogorc klientebis, ise sakuTari TanamSromle-

bis moTxovnilebebis dakmayofilebas. rogorc praqtika uCve-

nebs, mogebaze zrunva iwyeba im adamianebze zrunviT, romle-

bic uSualod emsaxurebian klientebs. maSasadame, momsaxure-

bis sferos sawarmoebSi gare marketingTan erTad, romelic

orientirebulia momxmareblebze, gamoiyeneba TanamSromlebze

orientirebuli Sida marketingic da urTierTzemoqmedebismarketingic (ix. nax. 18.1.).



474

nax. 18.1. marketingis saxeebi momsaxurebis sferos

sawarmoebSi

Sida marketingi uzrunvelyofs sakuTari TanamSromle-

bis motivacias, rom ukeTesad imuSaon. ukeTesad muSaobas Se-

degad mohyveba momsaxurebis xarisxis da Sesabamisad amisa

momxmarebelTa dainteresebis amaRleba mocemuli sawarmos

momsaxurebis SeZeniT. Sida marketingi win unda uswrebdes

gare marketings. sawarmom Tavisi produqtis reklamireba un-

da ganaxorcielos mxolod imis Semdeg, rac misi xelmZRva-

nelebi darwmundebian momsaxure personalis mzadyofnaSi-aR-

mouCinos klientebs dapirebuli xarisxis momsaxureba. amis

gareSe reklama SeiZleba antireklamad gadaiqces. klientebis

ukeTesad momsaxurebisTvis sakuTari personalis motivacia

xorcieldeba dajildoebis programis SemuSavebiTa da amoq-

medebiT.

gare marketingis mizania klientTa mozidva maRali xa-

risxis momsaxurebis wyvetlobebis gareSe miwodebis gziT.

momxmareblebisTvis SeTavazebuli momsaxurebis xarisxi

mniSvnelovanwilad damokidebulia myidvelTa da gamyidvelTa



475

urTierTdamokidebulebis xasiaTze momsaxurebis yidva-gayid-

vis procesSi.

Tu fizikuri saxiT arsebuli saqonlis xarisxi saer-

Tod ar aris damokidebuli myidvlisa da gamyidvelis urTi-

erTdamokidebulebaze, momsaxurebis xarisxi pirdapir ukav-

Sirdeba ara marto momsaxurebis wyaros, aramed momsaxure-

bis miwodebis processac. myidvelisTvis metad mniSvnelova-

nia servisuli sawarmos TanamSromlis damokidebuleba mis

mimarT. is momsaxurebas afasebs ara marto gaweuli momsaxu-

rebis Sedegis, aramed momsaxurebis mimwodeblis profesiona-

lizmisa da momsaxurebis procesSi mis mimarT gamoCenilidamokidebulebis mixedviTac.

Tanamedrove servisuli sawarmoebi ZiriTadi marketin-

guli strategiebis gverdiT iyeneben Semdeg strategiebsac:

1) momsaxurebis diferencirebis procesis marTva;

2) momsaxurebis xarisxis marTva;

3) momsaxurebis produqtiulobis marTva.

momsaxurebis xarisxis marTva fizikuri saxiT arsebu-li saqonlis xarisxis marTvisgan gansxvavebiT xasiaTdeba

garkveuli specifikurobiT. momsaxurebis wyarosgan gamou-

yoflobisa da Senaxvis SesaZleblobis gamo momxmarebels ar

SeuZlia winaswar gansazRvros gansxvaveba momsaxurebis saxe-

ebs Soris. am problemis gadawyveta SeiZleba momxmareblis-

Tvis momsaxurebis SeTavazebiTa da uSulod gawevis meTode-

bis diferencirebis gziT, rac sakmaod Znelad mosagvarebeliproblemaa. misi gadawyvetisTvis servisuli sawarmoebi cdi-

loben momsaxurebis klientebisTvis SeTavazebis winadadebaSi

novatoruli midgomebis CarTvas. konkurentuli novatoruli

midgomebis Sedarebis safuZvelze klientebi maTTvis xelsay-

rel SeTavazebas irCeven.

momsaxurebis marketingis specialistebis azriT, momsa-

xurebis procesis diferencireba SesaZlebelia personalis,



476

fizikuri garemos da uSualod momsaxurebis procesis mi-

xedviT.

momsaxurebis Sedegi damokidebulia, pirvel rigSi,

servisuli sawarmos im TanamSromlebze, romlebic uSualod

emsaxurebian klientebs. amitom servisuli sawarmoebis dife-

rencirebas klientebi swored TanamSromlebis profesiona-

lizmisa da kompetenturobis mixedviT cdiloben. TanamSro-

melTa kvalifikacia, Cacmis kultura, garegnoba, urTierTo-

bis unari did gavlenas axdens momsaxurebis sawarmos imij-

ze.

momsaxurebis sawarmoTa diferencirebaSi didi mniSvne-loba aqvs im garemos, romelSic klientebs emsaxurebian. sa-

warmos Senobis garegnuli saxe, interieri iseTi unda iyos,

rom miizidos momxmarebeli.

momsaxurebis procesis diferencirebaSi didi mniSvne-

loba aqvs, agreTve, uSualod momsaxurebis procesis srul-

yofas. is sawarmoebi, romlebic yuradRebas amaxvileben

momsaxurebis procesis daxvewaze da momsaxurebaSi axalixerxebis gamoyenebaze sxvebze metad izidaven klientebs. ase,

magaliTad, sabanko sferoSi momsaxurebis eleqtronuli

formis danegviT bankis prestiJi mkveTrad izrdeba. momsaxu-

rebis formebis SerCevisa da klientebis sxvadasxva segmen-

tis mozidvis farTo SesaZleblobebi aqvs masobriv kvebas.

momsaxurebis sawarmoTa imijis Seqmnasa da Sesabamisad

klientebis mozidvaSi didi roli akisria momsaxurebis xa-risxis marTvis process. bevr qveyanaSi momsaxurebis xaris-

xis marTva saerTo-erovnuli saqmea. ase, magaliTad, Sveica-

riaSi servisuli sawarmoebisTvis saxelmwifo awesebs sxva-

dasxva materialur stimulebs. momsaxurebis xarisxis prob-

lemis gadawyveta metad mniSvnelovania saqarTveloSic, rom-

lis ganviTarebis erT-erTi prioriteti turizmia. saqarTve-



477

loSi turizmi, gansakuTrebiT saerTaSoriso, ver ganviTar-

deba, Tu momsaxurebis kultura ar amaRlda.

servisulma sawarmoebma klientebs ar unda aRmouCinon

momsaxurebis SeTavazebul xarisxze naklebi xarisxis momsa-

xureba. piriqiT, klientebs unda moemsaxuron imaze ukeTe-

sad, vidre isini amas moelodebian. molodinze realobis ga-

dameteba uzrunvelyofs mocemuli konkretuli sawarmos

momsaxurebiT klientebis dainteresebas. klientebs uCndebaT

momsaxurebis ganmeorebiT yidvis survili.

momsaxurebis xarisxis marTvis procesSi erT-erTi ar-

sebiTi adgili ukavia xarisxis raodenobriv Sefasebas, racmetad Znelia momsaxurebis araxelSesaxebobis pirobebSi. ara-

xelSesaxebobis gamo momsaxurebas ar axasiaTebs iseTi para-

metrebi, rogoricaa mwarmoebluroba, funqciuri maCveneblebi

da teqnikuri momsaxurebis Rirebuleba, romelTa mixedviTac

fasdeba fizikuri saxiT arsebuli produqtis xarisxi. ase,

magaliTad, bevrad ufro Znelia stomatologis momsaxurebis

xarisxis Sefaseba stomatologiaSi gamoyenebuli mowyobilo-bebis xarisxis SefasebasTan SedarebiT.

miuxedavad imisa, rom momsaxurebis xarisxis Sefaseba

Znelia, servisul sawarmoebs mainc SeuZliaT Seafason momsa-

xurebis xarisxi klientebis mier miRebuli momsaxurebis aR-

qmis safuZvelze. specialistebis azriT, momsaxurebis xaris-

xis Sefaseba unda ganxorcieldes mosalodneli da realu-

rad miRebuli momsaxurebis Sedegebis Sedarebis gziT.rogorc specialistebis mier Catarebuli gamokvlevebi

uCvenebs, momsaxurebis xarisxi klientebma SeiZleba Seafason

Semdegi faqtorebis mixedviT:

1) momsaxurebis ZiriTadi determinantebi, kerZod, xel-

misawvdomoba, prestiJuloba, codna, saimedooba, usaf-

rTxoeba, kompetenturoba, komunikabeluroba, zrdilo-

bianoba, reaqcia, momsaxurebis sawarmoSi Seqmnili



478

mdgomareoba, TanamSromelTa garegnuli Sesaxedaoba da

sxv. xelSesaxebi faqtorebi;

2) sxva momxmareblebis Sexedulebebi;

3) momsaxurebiT sargeblobis gamocdileba;

4) myidvelTa moTxovnilebebi;

5) reklama.

momsaxurebis xelmisawvdomoba gulisxmobs klientebis-

Tvis SesaZleblobis micemas saWiroebis SemTxvevaSi isargeb-

lon ama Tu im saxis momsaxurebiT. momsaxurebis xarisxis

Sefasebis dros klientebze did gavlenas momsaxurebis sa-

warmos reputacia axdens. Tu sawarmo ar aris prestiJulida klientebs maTTvis SeTavazebuli momsaxurebis done ar

miaCniaT saTanadod, arc iyidian mas. momsaxurebis realiza-

ciaSi did rols saimedoobac asrulebs. Tu klienti dar-

wmundeba misaRebi momsaxurebis saimedoobasa da usafrTxoe-

baSi, is mas aucileblad SeiZens. momsaxurebis gayidvaze sak-

maod didia servisuli sawarmos TanamSromlebis komunikabe-

lurobis da komunikaciis doneebis gavlena. TanamSromlebiaucileblad unda iyvnen komunikabelurebi, rom klientebs

gauadvildes maTTan kontaqtis damyareba. komunikaciis sis-

temac ise unda iyos organizebuli, rom SesaZlebeli gaxdes

informaciis droulad da saWiro formiT dayvana kliente-

bamde. momsaxurebis xarisxis donis SefasebaSi mniSvnelova-

nia momsaxurebis sawarmos muSakTa damokidebuleba klientis

mimarT, maTi survili, rom droulad da saTanadod moemsaxu-ron klientebs. misaRebi momsaxurebis xarisxis maRal done-

ze Sefaseba damokidebulia servisuli sawarmos Senobis ga-

regnul saxeze, TanamSromelTa garegnobaze, Cacmulobaze, in-

terierze.

SeTavazebuli momsaxurebis xarisxis winaswar Sefase-

bis procesze did gavlenas axdens sxva momxmarebelTa Sexe-

dulebebis mosmena. adamianebi momsaxurebis ama Tu im saxis



479

yidvis dros iTvaliswineben ojaxis wevrebis, megobrebis,

kolegebis Sexedulebebs.

momsaxurebis xarisxis winaswar SefasebaSi mniSvnelo-

van rols asrulebs, agreTve, momsaxurebis gamoyenebiT miRe-

buli gamocdileba.

rekalamac did rols TamaSobs momsaxurebis xarisxis

winaswari Sefasebis dros. sworad Sedgenili da ganTavise-

buli sareklamo gancxadeba klientebs arwmunebs SeTavazebu-

li momsaxurebis xarisxianobasa da misi SeZenis sargebliano-

baSi.

servisuli sawarmos mudmivi zrunvis obieqtia momsaxu-rebis produqtiulobis amaRleba, rac menejmentis TandaTa-

nobiT da mizanmimarTulad gaumjobesebiT xorcieldeba. am

mizniT sawarmoebi iyeneben sxvadasxva xerxebs, romelTa So-

ris gamoyofen:

1) ufro kvalificiuri muSakebis SerCevas Tanamedro-

ve meTodebisa da treningebis gamoyenebiT;

2)

sawarmoebSi muSakebis swavlebis organizebas axalimoTxovnebis Sesabamisad;

3) muSakTa waxalisebas im mizniT, rom ukeTesad imu-

Saon;

4) momsaxurebis moculobis gazrdas xarisxis Semci-

rebis xarjze;

5) ufro efeqtiani momsaxurebis saxeebis Seqmnas da

klientebisTvis SeTavazebas;6)

Tanamedrove teqnologiebis danergvas klientTa

momsaxurebis procesSi da am bazaze momsaxurebis

drois Semcirebas;

7) TviTmomsaxurebis meTodis danergvas.

momsaxurebis produqtiulobis amaRlebis mimarTule-

biT gasatarebeli marketinguli RonisZiebebis SerCevis pro-

cesSi sawarmoebi yovelTvis unda cdilobdnen, da asec xde-



480

ba, ZiriTadad, praqtikaSi, ar Seamciron momsaxurebis xaris-

xi.

18.3 calkeuli pirebis marketingi

filip kotleri calkeuli pirebis marketings ase gan-

martavs:

saqmianoba, romelic miznad isaxavs sazogadoebaSi cal-

keuli pirebis poziciis Seqmnas, SenarCunebas da/an

Secvlas, aris calkeuli pirebis marketingi.

yvelaze metad gavrcelebulia calkeuli pirebis mar-

ketingis ori saxe:

cnobili (ZiriTadad, msaxiobebis, sportsmene-

bis) adamianebis marketngi;

2 politikosebis marketingi.

cnobili adamianebis marketings safuZveli uZveles xa-

naSi Caeyara. jer kidev Zveli berZnebi da romaelebi cdi-lobdnen sazogadoebaSi cnobadobis miRwevas sxvadasxva Ro-

nisZiebebis CatarebiT.

DdReisTvis cnobili pirebis marketingi ganviTarebul

qveynebSi dayvanilia umeteswilad msaxiobebis (“varskvlave-

bis”) marketingze. sazogadoebaSi TavianTi “varskvlavuri sa-

xis”, rogorc f. kotleri wers, Sesaqmnelad msaxiobebi qi-

raoben pres-mdivnebs, romlebic maT Sesaxeb avrceleben in-formacias masobrivi informaciis saSualebebSi. bunebrivia,

msaxiobebis cnobadobis miRweva ar aris damokidebuli mxo-

lod pres-mdivnebis profesionalizmze, mTavari roli mainc

TviTon msaxiobebma unda Seasrulon. maT unda SeZlon TviT-

reklamisTvis RonisZiebebis mofiqreba da cxovrebaSi gatare-

ba.



481

sazogadoebis TvalSi cnobili adamianis saxis SeqmnaSi

did rols asrulebs qvelmoqmedeba da garemos dasacavad ga-

tarebuli RonisZiebebi.

politikosebis marketingic cnobili adamianebis marke-

tingis msgavsia, Tumca, misgan gansxvavebiT, perioduli gaaq-

tiurebiT xasiaTdeba saarCevno kampaniebis dros. saarCevno

kampaniis periodSi amomrCevlebis mxardaWeris mosapoveblad

kandidatebi bevr xerxs iyeneben. isini aqtiurad marTaven

Sexvedrebs amomrCevlebTan, esaubrebian maT TavinT saarCevno

programebze, pirdebian sxvadasxva RonisZiebebis gatarebas,

awyoben satelevizio gadacemebs, romlis drosac amomrCev-lebs SeuZliaT gamocxadebuli satelefono nomrebiT daukav-

Sirdnen kandidatebs, dausvan kiTxvebi da Ria eTerSi miiRon

pasuxebi. es pirdapiri marketingia, romelic exmareba maT

amomrCevlebis ndobis mopovebaSi, rac did gavlenas axdens

arCevnebis Sedegebze.

amomrCevlebTan Sexvedrebis paralelurad vrceldeba

politikuri reklamebi, romlebic, TavianTi SinaarsiT ubiZ-geben amomrCevlebs xma miscen ama Tu im kandidats. reklamis

gasavrceleblad gamoiyeneba TiTqmis yvela sareklamo saSua-

leba: Jurnal-gazeTebi, audio-vizualuri saSualebebi, sarek-

lamo plakatebi, satransporto saSualebebi. amomrCevelTa

ndobis mopovebaSi kandidats did daxmarebas uwevs maT mxar-

dasaWerad gamarTuli koncertebi da Souebi.

18.4. adgilis marketingi

saqmianoba, romelic miznad isaxavs konkretuli adgi-

lis mimarT damokidebulebis Camoylibebas, SenarCunebas

da/an Secvlas, aris adgilis marketingi.

adgilSi, mocemul SemTxvevaSi, igulisxmeba upirvele-

sad sacxovrebeli saxli da dasasvenebeli regioni.



482

sazRvargareT ganasxvaveben adgilis marketingis oTx

saxes:

1) sacxovrebeli adgilis marketingi;

2)

sameurneo mSeneblobis zonis marketingi;

3) miwis sakuTrebaze investiciebis ganxorcielebis

marketingi;

4) dasasvenebeli adgilis marketingi.

sacxovrebeli adgilis marketingi moicavs binebis da

individualuri sacxovrebeli saxlebis mSeneblobas da/an ga-

yidvas ojaxebze. am saxis marketingSi Sedis, agreTve, sac-xovrebeli binebisa da individualuri sacxovrebeli saxle-

bis ijariT gacemisTvis gatarebuli RonisZiebebis erTobli-

oba.

sacxovrebili adgilis marketingis ganxorcielebisTvis

iyeneben imave saSualebebsa da xerxebs, rasac Cveulebrivi

saqonlis momxmareblebisTvis SeTavazebis procesSi. msxvili

samSeneblo sawarmoebi ikvleven bazars da kvlevis SedegebisSesabamisad aSeneben da sTavazoben momxmarebelTa sxvadasxva

segments sacxovrebel farTs an saxls misTvis misaReb fa-

sad. fasebi damokidebulia sacxovrebeli binebis da saxlebis

keTilmowyobasa da adgilmdebareobaze, rac, Tavis mxriv,

momxmarebelTa moTxovnilebebiTa da SesaZleblobebiT gani-

sazRvreba.

sameurneo mSeneblobis zonis marketingSi igulisxmebaqarxnebis, sawyobebis, maRaziebis, restornebis da a.S. Senobe-

bisa da maTSi ganTavsebuli qonebis gasayidad da/an ijaris

gasacemad saWiro RonisZiebebis erToblioba. mTel rig qvey-

nebSi arsebobs specialuri organizaciebi, romlebic dakave-

bulni arian teritoriebis, rogorc sxvadasxva saxis saqmia-

nobis ganxorcielebisTvis xelsayreli adgilis, marketingiT.



483

miwaze sakuTrebis uflebis mopoveba warmoadgens kapi-

talis dabandebis mniSvnelovan obieqts. miwis yidva-gayidva

sakmaod rTulia da moiTxovs uZravi qonebis agentebisgan

marketingis saTanado doneze codnas. saWiroa rTuli marke-

tinguli midgomebis SemuSaveba miwis nakveTebis momgebianad

yidva-gayidvisTvis. aseTi marketinguli programebi, rogorc

wesi, moicavs sareklamo RonisZiebebs, agentebis Sexvedrebs

potenciur myidvelebTan, miwis nakveTis ufasod daTvaliere-

bis organizacias da a.S.

dasasvenebeli adgilis marketingis meSveobiT damsveneb-

lebs izidaven saxelmwifo dawesebulebebi, turistuli biu-roebi, aviakompaniebi, sastumroebi, dasasvenebeli saxlebi,

sanatoriumebi. am organizaciebis moqmedebis arealSi eqcevian

potenciuri damsveneblebi rogorc qveynis SigniT, ise saer-

TaSoriso doneze. dasasvenebeli adgilis marketingis ganvi-

Tarebis didi perspeqtivebia saqarTveloSi, sadac turizmis

ganviTarebis potenciali sakmaod maRalia. es exeba rogorc

Sida ise saerTaSoriso turizms.

18.5. ideis marketingi

saqmianoba, romlis mizanic bazarze ideis win wawevaa,

aris ideis marketingi.

f. kotleris azriT, marketingis nebismieri saxe gar-

kveuli TvalsazrisiT ideis marketingia. adamianebs fizikurisaxiT arsebul saqonelsa da momsaxurebasTan, adgilTan, or-

ganizaciasTan erTad sTavazoben maTi gamoyenebis ideasac. Tu

marketinguli RonisZiebebiT SesaZlebeli gaxda adamianis mi-

er ideis gaTaviseba, isini yiduloben fizikuri saxiT arse-

buli saqonlis, momsaxurebis ama Tu im saxes, sacxovrebel

adgils, adgils sameurneo saqmianobisTvis da dasasveneblad.

Tu ideam ar daainteresa potenciuri momxmarebeli, is ar



484

gaxdeba myidveli. ase rom potenciuri momxmareblis myidve-

lad gadaqcevaSi, SeiZleba iTqvas, gadamwyvet rols ideis

marketingi asrulebs.

Tu ideas aqvs sazogadoebrivi xasaTi, maSin momxmere-

belTa mizidvis mizniT ganxorcielebuli RonisZiebebis er-

Tobliobas uwodeben socialur marketings.

socialuri marketingis arsi gamoixateba miznobrivi

jgufis mier sazogadoebrivi ideis, moZraobis programis da-

muSavebaSi, praqtikaSi gatarebasa da Sesrulebis mimdinareo-

bis kontrolSi.

socialuri marketingiT dakavebul marketingis specia-listebs mravali amocanis gadawyveta uwevT. maT Soris unda

gamoiyos:

1) brZola adamianis organizmisa da mTlianad sazoga-

doebisTvis saziano Cvevebis (sigaretis weva, narko-

mania, loToba) SecvlisTvis;

2) sazogadoebisTvis biZgis micema ama Tu im miznis mi-

saRwevad (magaliTad, bunebrivi garemos dacva ) sa-Wiro masobriv kampaniaSi monawileobis miRebisken;

3) sazogadoebis ndobis mopoveba.

socialuri marketingis ZiriTadi mizani mainc sawarmo-

ebisa da sazogadoebis interesebis urTierTSesabamisobis

miRwevaa.

XVIII TavSi gamoyenebuli marketinguli terminebi

momsaxureba

momsaxurebis araxelSesaxeboba

momsaxurebis wyarodan gamouyofloba

momsaxurebis xarisxis cvalebadoba

momsaxurebis Senaxvis SeuZlebloba

momsaxurebis xarisxis marTva



485

calkeuli pirebis marketingi

adgilis marketingi

ideis marketingi

socialuri marketingi

reziume

marketingis sfero sul ufro da ufro farTovdeba.

fizikuri saxiT arsebul saqonelTan erTad marketingis moq-

medebis sferoSi Sedis, agreTve, momsaxureba, calkeuli pi-

rebi, adgili, idea.momsaxurebaSi igulisxmeba araxelSesaxebi saqmianoba da

sargebeli, romelic erTma mxarem SeiZleba SesTavazos meore

mxares da romelic ar aris dakavSirebuli raimes flobas-

Tan. momsaxureba fizikuri saxiT arsebuli saqonlisgan gan-

sxvavebiT xasiaTdeba Semdegi TaviseburebebiT: momsaxurebas

xeliT ver Seexebi, ar arsebobs wyaros gareSe, xasiaTdeba

xarisxis cvalebadobiT, ver Seinaxav. momsaxurebis niSan-Tvi-sebebi ganapirobebs momsaxurebis marketingis Taviseburebebs.

momsaxurebis sawarmoebSi gamoyenebuli marketinguli midgo-

mebi da xerxebi adaptirebuli unda iyos maTi saqmianobis

specifikasTan.

momsaxurebis sawarmoebSi gamoiyeneba momsaxurebaze

orientirebuli gare marketingi, TanamSromlebze orienti-

rebuli Sida marketingi da myidvelisa da gamyidvelis ur-TierTzemoqmedebis marketingi.

momsaxurebis efeqtianobisTvis aucilebelia misi xa-

risxis marTva, rac moiTxovs momsaxurebis xarisxis mTeli

rigi kriteriumebis gamoyenebiT Sefasebas.

calkeuli pirebis marketingSi igulisxmeba saqmianoba,

romlis mizanicaa sazogadoebaSi ama Tu im pirovnebis pozi-

ciis Seqmna, SenarCuneba da/an Secvla. calkeuli pirebis



486

marketingidan yvelaze metad aris gavrcelebuli politiko-

sebis marketingi.

adgilis marketingSi specialistebs esmiT saqmianoba,

romelic miznad isaxavs konkretuli adgilis mimarT damoki-

debulebis Camoyalibebas, SenarCunebas da/an Secvlas. adgi-

lis marketingSi Sedis sacxovrebeli adgilis marketingi,

sameurneo mSeneblobis zonis marketingi, miwis sakuTrebaze

investiciebis ganxorcielebis marketingi da dasasvenebeli

adgilis marketingi.

bazarze ideis win wawevisTvis gamoyenebul marketin-

gul midgomebsa da xerxebs uwodeben ideis marketings. Tuideas aqvs sazogadoebrivi xasiaTi, maSin momxmarebelTa mo-

sazidad ganxorcielebuli marketinguli RonisZiebebis nak-

rebs uwodeben socialur marketings. misi arsi gamoixateba

miznobrivi jgufis mier sazogadoebrivi ideis, moZraobis an

praqtikis aRsaqmelad saWiro programis SeqmnaSi, realizaci-

asa da Sesrulebis mimdinareobaze kontrolis ganxorciele-

baSi.



487

Tavi 19. globaluri marketingi

XIX Tavis Seswavlis miznebi


1) erovnul bazrebze momuSave sawarmoebis saerTaSori-

so doneze gasvlis ZiriTadi mizezebis CamoTvla da

ganmarteba;

2) saerTaSoriso marketingSi miRebuli ZiriTadi gadaw-

yvetilebebis struqturis aRwera;

3)

ekonomikur, politikur-samarTlebriv, kulturul da

sainformacio-teqnologiur garemoSi moqmedi faqto-

rebis saerTaSoriso marketingze zemoqmedebis meqaniz-

mis axsna;

4) saerTaSoriso bazrebze gasvlis sabazo marketinguli

strategiebis aRwera;

5) saerTaSoriso marketingis ZiriTadi elementebis Ca-

moTvla da daxasiaTeba;

6) saerTaSoriso marketingis ZiriTadi organizaciuli

formebis CamoTvla da maTi gamoyenebis pirobebis ax-

sna.

19.1. marketingis evolucia saerTaSoriso doneze

saerTaSoriso marketingi saerTaSoriso bazarze orien-

tirebuli saqonlis warmoeba-gasaRebis sistemaa. misi

warmoSoba da ganviTareba biznesis qveynis sazRvrebs

gareT gafarToebam ganapiroba.

marTalia, Sida bazarze biznesi gacilebiT ufro usaf-

rTxoa, vidre saerTaSorisoze, magram sawarmoebs ar SeuZli-

aT da, umetes SemTxvevaSi, mravali mizezis gamo arc surT



488

TavianTi saqmianobis mxolod erovnuli bazriT SemosazRvra.

am mizezebs Soris, pirvel rigSi, unda aRiniSnos Semdegi:

1) adgilobrivi resursebis SezRudulobis gamo

maTi sxva qveynebSi yidvis aucilebloba;

2) calkeul qveynebSi nameti produqtis gaCena

teqnologiaSi momxdari cvlilebebis gamo;

3) konkurenciis gaZliereba Sida bazarze ucxo

qveynebis kompaniaTa mxridan;

4) sawarmoebis gasaRebis bazrebis gafarToebisaken

miswrafeba sxva qveynebis bazrebze SeRweviT;

5)

calkeuli qveynebis mier savaWro barierebismoxsna.

xSirad, adgilobrivi resursebis SezRudulobis gamo,

ekonomikis zogierTi dargis sawaroebi iZulebulni xdebian

momaragebis wyaroebi sazRvargareTis bazrebze eZebon, iq ar-

sebuli biznes-garemo ki zogjer erovnulisgan sruliad gan-

sxvavebulia. aseT dros saWiro xdeba gansxvavebuli marke-

tinguli meTodebisa da xerxebis gamoyeneba.teqnologiis ganviTareba-srulyofa da axali teqnolo-

giuri 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 adgilob-

rivi momxmareblebisgan gansxvavebuli tradiciebis, Semosav-lebisa da qcevis momxmareblebTan. cxadia, saqonlis gasasa-

Reblad aseT pirobebSi erovnuli bazrisgan gansxvavebuli

marketinguli 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.



489

jer kidev XVII saukuneSi adam smitma, Tavisi “uxilavi xe-

lis” principiT, konkurencia ganixila sabazro ekonomikis

proporciuli da dinamikuri ganviTarebis, misi efeqtianobis

uzrunvelyofis mniSvnelovan meqanizmad. asea Tanamedrove pi-

robebSic. amasTan, dReisTvis konkurenciis masStabebi arsebi-

Tad gafarTovda saerTaSoriso doneze gasuli sawarmoebis

raodenobisa da moqmedebis arealis gazrdis gamo. sameurneo

cxovrebis transnacionalizaciis ganviTareba sul ufro da

ufro afarToebs konkurenciis sazRvrebs, magram, imavdrou-

lad, uzrunvelyofs produqtis xarisxis amaRlebas da mom-

xmarebelTa moTxovnilebebis ukeTesad dakmayofilebas.konkurenciis masStabebis gafarToebis gamo erovnul

bazrebze momuSave sawarmoebic erTvebian saerTaSoriso kon-

kurenciaSi damoukideblad imisa, surT Tu ar surT maT es.

marTalia, adgilobrivi sawarmoebi usafrTxoebis mizniT

erovnul bazrebze muSaobas amjobineben, magram ucxouri

kompaniebi, romlebic aqtiurad iTviseben sxvadasxva qveynis

bazrebs, maT swored TavianTi qveynebis bazrebze upirispir-debian. ase rom sawarmom, romelsac eSinia saerTaSoriso

doneze gasvlis, msoflio ekonomikis mzardi globalizaciis

pirobebSi SeiZleba adgilobrivi momxmareblebic dakargos.

maSasadame, ekonomikis globalizaciis procesSi globaluri

konkurencia nebismieri qveynis nebismier sawarmos ubiZgebs

saqmianobis globalizaciisken, rac aucileblad moiTxovs

globaluri marketingis gamoyenebas. globaluri marketingiiTvaliswinebs msoflios sxvadasxva qveyanaSi ganxorciele-

buli marketinuli saqmianobis integracias da standartiza-

cias.

saerTaSoriso bazrebze gasvlamde sawarmoTa menejereb-

ma unda miiRon garkveuli gadawyvetilebebi, rac Seamcirebs

riskis dones da aamaRlebs efeqtianad funqcionirebis SesaZ-

leblobas. aseT gadawyvetilebebs miekuTvneba(ix. nax. 19.1).



490

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.

nax.19.1. saerTaSoriso marketingSi miRebuli

ZiriTadi gadawyvetilebebis struqtura

adgilobrivi bazris aTvisebis Semdeg sawarmoTa nawi-

lis xelmZRvaneloba gasaRebis gafarToebis SesaZleblobebs

ucxo qveynis bazrebze eZebs. sxva qveynebis bazrebze SeRwe-

sazRvargareTis

bazarze(anbazrebze) gasvlismizanSewonileba

saerTaSorisomarketinguli

garemos analizi

saerTaSorisobazris(an

bazrebis) SerCeva

saerTaSorisobazarze(an

bazrebze) SeRwevisstruqturisgansazRvra

saerTaSorisomarketingiskompleqsis

elementebisstruqturis

dadgena

saerTaSorisomarketingissamsaxuris

struqturisdadgena



491

vas xels uwyobs, agreTve, maTi mTavrobebis mier savaWro ba-

rierebis gauqmeba.

amrigad, marketingis evolucia saerTaSoriso doneze

obieqturi realobaa, rasac Sedegad globaluri marketingis

Camoyalibeba mohyva.

marketingis Tanamedrove saxelmZRvaneloebSi saerTaSo-

riso marketingi da globaluri marketingi zogjer erTma-

neTTan aris gaigivebuli, zogjer ki marketingis ganviTare-

bis etapebadaa warmodgenili. orive SemTxvevaSi marketingi

sawarmoebis mier sazRvargareT ganxorcielebul saqmianobas

ukavSirdeba, ris gamoc gamarTlebulia “saerTaSoriso marke-tingis” da “globaluri marketingis” erTi da imave mniSvne-

lobiT gamoyeneba da identur cnebebad xmareba.

19.2. globaluri marketinguli garemo

bolo wlebSi saerTaSoriso kompaniebis raodenobamniSvnelovnad gaizarda, riTac gamwvavda saerTaSoriso kon-

kurencia da Semcirda sawarmoebis mier warmatebis miRwevis

albaToba. aman kidev ufro aqtualuri gaxada im Zalebisa da

faqtorebis safuZvlianad Seswavlis aucilebloba, romlebic

ayalibeben saerTaSoriso kompaniebis marketingul garemos.

saerTaSoriso kompaniebis marketinguli garemos Ses-

wavla erovnul bazrebze moqmedi kompaniebis garemocvis Ses-wavlasTan SedarebiT bevrad ufro rTulia, radgan yoveli

qveynis ekonomika, kulturuli tradiciebi, bunebrivi piro-

bebi gansxvavebulia. specifikuri TvisebebiT xasiaTdeba cal-

keuli qveynis politikuri garemo, biznesis sakanonmdeblo

baza. sxvadasxva qveyanas sxvadasxva SesaZlebloba aqvs mecni-

erebisa da teqnikis ganviTarebisTvis, rac gansxvavebuli

teqnologiuri garemos Camoyalibebas ganapirobebs.



492

Seswavlis mizniT saerTaSoriso marketingul garemos

specialistebi, ZiriTadad, oTx nawilad yofen, kerZod, saer-

TaSoriso doneze moqmed faqtorebs da Zalebs ase ajgufe-

ben:

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

mxriv, gansazRvravs ekonomikis ganviTarebas da, Sesabamisad

amisa, xalxis cxovrebis dones.

ganasxvaveben ekonomikis dargobrivi struqturis Semdeg

tipebs:

1) naturaluri meurneobis mqone qveynebi. aseT qveyneb-

Si mosaxleobis didi nawili sofelSi cxovrobs,ZiriTadad, xeliT Sromobs, warmoebuli sasoflo-

sameurneo produqtis did nawils TviTonve moix-

mars da mxolod mcire nawils cvlis misTvis saWi-

ro saqonelsa da momsaxurebaze. aseTi qveynebis ma-

galiTia bangladeSi da eTiopia, romelTac saerTa-

Soriso ekonomikaSi CarTvis mxolod minimaluri

SesaZleblobebi aqvT;2)

nedleulis eqsportiori qveynebi. isini mdidrebi

arian erTi an ramdenime bunebrivi resursiT, magram

mTlianobaSi Raribi qveynebia. maT gaaqvT sazRvarga-

reT TavianTi bunebrivi resursebi. am gziT iReben

isini Semosavlebis nawils. aseTi qveynebis ricxvs

miekuTvneba, magaliTad, saudis arabeTi, romelic

msoflioSi navTobis erT-erTi didi eqsportioria.



493

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 samomxma-

reblo saqonelze, kerZod, mobilur telefonebze,

modur tansacmelze da a.S. kargad iyideba mZime man-

qanaTmSeneblobis nawarmi, foladi.

4) axali industriuli qveynebi. maT miekuTvneba, maga-

liTad, samxreT korea, tailandi, taivani, malai-zia, singapuri. isini arian, ZiriTadad, mza produq-

ciis eqsportiorebi da nedleulisa da naxevarfab-

rikatebis importiorebi. cxovrebis donis amaRle-

bis paralelurad am qveynebSi kargad iyideba nebis-

mieri samomxmareblo saqoneli.

5) ganviTarebuli qveynebi. isini erTmaneTTan vaWroben

sxvadasxva saxis samrewvelo saqonliT, SeaqvT ned-leuli dabalganviTarebuli qveynebidan, arian mza

produqciis importiorebi ganviTarebad da axal in-

dustrial 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 imismixedviT, Tu rogori Semosavlebis mqone ojaxebi Warbobs

qveynebSi, radgan moxmarebis struqtura arsebiTad aris gan-

sxvavebuli Zalian dabalSemosavlian, dabalSemosavlian, sa-

SualoSemosavlian da maRalSemosavlian ojaxebSi.

rogorc wesi, saerTaSoriso biznesis da saerTaSoriso

marketingis ganviTarebisTvis meti SesaZleblobebi ekonomi-

kurad ganviTarebul qveynebSia Seqmnili. magram, imavdrou-



494

lad, mosaxleobis raodenobis stabilurobisa da cxovrebis

maRali donis gamo, bevri produqtis gasaReba did marketin-

gul Zalisxmevas moiTxovs. produqciis gasaRebis meti po-

tenciali grZelvadian perspeqtivaSi aqvT ganviTarebad qvey-

nebs, sadac importis moculoba dReisTvis mcirea.

mniSvnelovani ekonomikuri faqtori, romelic unda ga-

iTvaliswinon saerTaSoriso marketingSi, aris valutis kur-

sis stabiluroba. arastabiluri valutis kursis pirobebSi

didia zaralis miRebis albaToba, amitom didi mniSvneloba

eniWeba saangariSsworebo valutis sworad gansazRvras. anga-

riSsworebisTvis SeiZleba SeirCes rogorc eqsportiori, iseimportiori qveynis, saWiroebis SemTxvevaSi ki mesame qveynis,

valuta.

ama Tu im qveyanaSi biznesis wamowyebis an gafarToebis

Taobaze gadawyvetilebis miRebamde, aucileblad unda Seis-

wavlon politikur-samarTlebrivi garemo Semdegi faqtore-

bis mixedviT:

1)

damokidebuleba ucxoeli mewarmeebis mimarT;2)

politikuri stabiluroba;

3) fulad-sakredito urTierTobebis regulireba;

4) saxelmwifo biurokratia.

sxvadasxva qveyanaSi ucxoeli mewarmeebis mimarT damo-

kidebuleba gansxvavebulia. bevr qveyanaSi ucxoel mewarmeebs

keTilganwyobilad xvdebian, magaliTad, meqsikaSi, tailandSi,

filipinebSi, bevrgan ki maT barierebs uqmnian muSaobis pro-cesSi. ase xdeba, magaliTad, indoeTSi.

sazRvargareT saqmianobis ganxorcielebisas metad mniS-

vnelovania politikuri stabilurobis sakiTxi. arastabilur

politikur viTarebaSi xSiria ucxo qveynebis kompaniebis sa-

kuTrebis nacionalizacia, maTi savaluto angariSebis gayinva

bankebSi, sxvadasxva satarifo da arasatarifo barierebis

amoqmedeba maT winaaRmdeg. Tumca, zogjer isec xdeba, rom



495

arastabilur politikur pirobebSi zogierTi kompania sakma-

od maRali efeqtianobiT axerxebs funqcionirebas.

sazRvargareTis bazarze gasvlis Sesaxeb gadawyvetile-

bis miRebisas kompaniebma unda gaiTvaliswinon, agreTve, iq

arsebuli fulad-sakredito urTierTobebis regulirebis we-

sebi. SeiZleba qveynis kanonmdeblobiT akrZaluli iyos anga-

riSsworeba ucxo qveynis valutiT. SeiZleba xelisufleba

zRudavdes qveynidan Tavisi valutis gatanas. isic SesaZle-

belia, rom ekonomikuri mdgomareobis gamo myidvel qveyanas

ar SeeZlos angariSsworeba valutaiT da saWiro gaxdes Sem-

xvedri vaWrobis gamoyeneba.Semxvedri vaWroba saerTaSoriso vaWrobis erT-erTi

formaa, romelic iTvaliswinebs saqonlis pirdapir da ara-

pirdapir gacvlas sxva saqonelze valutaiT anazRaurebis

nacvlad. Semxvedri vaWrobis formebia: barteri, kompensacia

da Semxvedri Sesyidvebi. barteruli gacvlis dros produq-

ti pirdapir icvleba produqtze. magaliTad, TviTmfrinavi

boingi 747 saudis arabeTSi gaicvala navTobze. kompensaciisdros gamyidveli yidis sawarmos, mowyobilobas an teqnikas

sxva qveynis myidvelebze da Tanaxmaa anazRaureba moxdes ma-

Ti gamoyenebiT warmoebuli produqciiT. Semxvedri vaWrobis

dros gamyidvels Tavisi produqtis Rirebuleba aunazRaur-

deba fuliT, romlis nawili SeTanxmebis Tanaxmad unda gamo-

iyenos am qveynis produqtis sayidlad drois gansazRvruli

periodis ganmavlobaSi. magaliTad, PepsiCo ruseTSi yidisTavis produqcias rusul fulze da yidulobs rusul arays

aSS-Si gasayidad.

saerTaSoriso kompania yovelTvis mzad unda iyos imis-

Tvis, rom yovel konkretul SemTxvevaSi miiRos misTvis

xelsayreli gadawyvetileba.

saerTaSoriso arenaze gasuli kompaniebisTvis aucile-

belia miznobriv qveyanaSi moqmed biznesis maregulirebel sa-



496

marTlebriv bazaSi garkveva. igi kargad unda icnobdes saer-

TaSoriso 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 samarTleb-

rivi normebi;

5)

garemos dacvis kanoni, sanitarul-higienuri normebida usafrTxoebis teqnikis gamoyenebis wesebi;

6) SromiTi kanonmdebloba.

rac Seexeba saerTaSoriso samarTlis normebs, isini

moicaven qveynebs Soris urTierTdamokidebulebis saerTo pi-

robebis maregulirebel sakanonmdeblo aqtebis FfarTo wres.

saerTaSoriso arenaze gasulma kompaniebma unda gaar-

kvion isic, Tu sxva qveynebis mosaxleobas rogori kultu-ruli tradiciebi da wes-Cveulebebi aqvs, radgan xSirad

swored kulturul faseulobebzea damokidebuli ama Tu im

konkretuli saqonlis da momsaxurebis yidva momxmareblis

mier. qveynebis mixedviT gansxvavebulia molaparakebebis war-

marTvis da xelSekrulebebis gaformebis wesic. sxvadasxva

kulturis mqone xalxSi arsebiTad gansxvavebulia egreT wo-

debuli “munji ena”-araverbaluri SetyobinebebiT dakavSirebaerTmaneTTan.

kulturuli tradiciebiT gansazRvrul samomxmareblo

Cvevebze uamravi magaliTis moyvana SeiZleba. ase, magaliTad:

frangi mamakaci meuRlesTan SedarebiT saSualod orjer met

parfiumeria-kosmetikis nawarms moixmars; italielebTan Se-

darebiT germanelebi da frangebi ufro met samarko makarons

miirTmeven; evropisgan gansxvavebiT saqarTveloSi didi rao-



497

denobiT moixmareba puri da purproduqtebi; qarTvelebi mci-

rewlovani gogonebis tansacmelSi upiratesobas vardisfers

aniWeben, belgiaSi ki am mizniT cisferi gamoiyeneba; rac See-

xeba belgieli mcirewlovani vaJebis tansacmels, mis gasaw-

yobad upiratesobas vardisfer arSias aniWeben; amerikelebis-

gan 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 damya-

reba adgilobriv saqmian wreebTan da saerTod SeiZleba vercki SeZlon molaparakeba TanamSromlobaze. ase, magaliTad:

safrangeTSi saerTaSoriso dokumentebis momzadebisas upira-

tesoba frangul enas eniWeba; iaponeli menejerebi molapara-

kebis dros daaxloebiT 6 wamian pauzas akeTeben; italiele-

bi, germanelebi da frangebi manipulaciad Tvlian situaciis

gasaneitraleblad molaparakebis dasawyisSi raime sasiamov-

noze saubars; did britaneTSi da aSS-Si saqmiani vaxSamiubraloebiT gamoirCeva, germaniaSi ki, piriqiT, mas Zalian

did mniSvnelobas aniWeben; germanelis mier saqmian vaxSamze

miwveva pativiscemis da ndobis gamoxatulebaa; Sveicarielebi

da germanelebi did mniSvnelobas aniWeben punqtualobas,

isini Sexvedrebze ar igvianeben da sxvebisganac amas moiTxo-

ven; samxreT evropis da laTinuri amerikis zogierT qveyana-

Si droisadmi “Tavisufali” midgomaa; aSS-Si savizito ba-raTebis gadacema da CamorTmeva swrafad da yovelgvari zed-

meti formalobis gareSe xdeba, iaponelebisTvis, piriqiT, es

mniSvnelovani movlenaa. iaponels savizito baraTi orive xe-

liT ukavia maRla, vidre meore mxare guldasmiT ar waikiT-

xavs masze ganTavsebul informacias.

rogorc ukve iTqva, qveynebis mixedviT araverbaluri

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



498

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”, tunis-

Si ki “me Sen mogklav”; Soreuli aRmosavleTis qveynebSi

TeTri feria samgloviaro, laTinur amerikaSi mewamuli, ev-

ropaSi ki Savi.

saerTaSoriso marketologebma kulturuli garemos

faqtorebis gacnobisa da gaanalizebis Semdeg unda miiRon

gadawyvetileba maTze reagirebasTan dakavSirebiT.globalizaciis procesSi sul ufro da ufro izrdeba

marketingze sainformacio teqnologiuri garemos gavlena.

XX saukunis bolos eleqtronikasa da sainformacio teqno-

logiebSi ganxorcielebulma revoluciurma cvlilebebma ar-

sebiTad gaafarTova saerTaSoriso kompaniebis moqmedebis

areali, daxvewa da srulyofili gaxada maT mier gamoyenebu-

li marketinguli meTodebi da xerxebi.telefonma da internetma SesaZlebeli gaxada msoflio

bazaars dakavSirebodnen ara marto msxvili, aramed mcire

sawarmoebic. dainerga da ganviTarda globaluri eleqtronu-

li komercia, romelmac axali SesaZleblobebi Seqmna saerTa-

Soriso marketingis ganviTarebisTvis. dReisTvis internetis

daxmarebiT SesaZlebelia msoflios nebismieri qveynis mom-

xmarebels miewodos informacia saqonlisa da momsaxurebisSesaxeb, Camoyalibdes moTxovna ama Tu im kompaniis produq-

tze, adamianma iyidos esa Tu is saqoneli. momxmarebels sax-

lidan gamousvlelad SeuZlia garigebebis dadeba. saqoneli

myidvels SeiZleba gadaeces mis ofisSi, saxlSi, binaSi in-

formaciis saxiT. arsebuli momsaxurebis miwodeba myidve-

lisTvis SesaZlebelia eleqtronuli saSualebebis gamoyene-



499

biT. SesaZlebeli gaxda msoflios wamyvan birJebze vaWroba-

Si monawileobis miReba.

saerTaSoriso marketologebs internetis globaluri

qseli informaciis sxva arxebTan SedarebiT saSualebas aZ-

levs:

1) swrafad miiRon maTTvis aucilebeli informa-

cia;

2) operatiulad Caataron marketinguli RonisZi-

ebebi (Secvalon fasebi, ganaTavson reklama,

Secvalon saqonlis miwodebis meTodebi da

a.S);3)

miiRon sruli informacia konkurentebze;

4) daukavSirdnen momxmarebels msoflios sxva-

dasxva kuTxeSi;

5) damoukideblad da swrafad moZebnon biznes--

partniorebi msoflios sxvadasxva qveyanaSi da

operatiulad daamyaron maTTan kontaqti.

19.3. sagareo bazrebze gasvlis marketinguli

strategiebi

saerTaSoriso bazrebze gasvlasTan dakavSirebiT gadaw-

yvetilebis miRebis Semdeg sawarmoebi amuSaveben marketin-

gul strategiebs. praqtikaSi ganasxvaveben saerTaSoriso

bazrebze gasvlis sam sabazo strategias. maT miekuTvneba:

1) importuli da eqsportuli operaciebis gan-

xorcieleba;

2) sakontraqto SeTanxmebis dadeba;

3) saerTaSoriso pirdapiri investiciebi.

riskisa da kontrolis done saerTaSoriso bazrebze

gasvlis sabazo strategiebis mixedviT gansxvavebulia (ix.

nax.19.2.).



500

gadawyvetileba sazRvargareTidan saqonlis Semotanas-

Tan (importirebasTan) dakavSirebiT sawarmoebis mier miiReba

adgilobrivi moTxovnis Sefasebis Semdeg. ganasxvaveben pir-

dapir da arapirdapir imports. pirdapiri importis dros

saqoneli qveyanaSi SeaqvT pirdapir mwarmoebeli qveynidan.

importirebuli saqoneli SeiZleba iyos samomxmareblo, SeiZ-

leba sawarmoo daniSnulebis. arapirdapiri importi gulis-

xmobs qveyanaSi naxevarfabrikatebis da makompleqtebeli mow-

yobilobebis Semotanas importirebul manqana-danadgarebSi

gamosayeneblad. saqonlis importTan erTad, romelsac “xi-

lul” imports uwodeben, xorcieldeba “uxilavi” importic.uxilavi importi gulisxmobs ucxouri valutiT anazRaure-

bul ama Tu im momsaxurebas, magaliTad, tvirTis gadazidvas,

dazRvevas, sabanko operaciebs da a. S.



501

nax. 19.2. saerTaSoriso bazrebze gasvlis

sabazo strategiebi

eqsportSi igulisxmeba mocemul konkretul qveyanaSi

warmoebuli saqonlis sazRvargareT gatana gayidvis da moge-

bis miRebis mizniT. importis msgavsad eqsportic aris pir-

dapiri da arapirdapiri, “xiluli” da “uxilavi”. pirdapirieqsportis dros sawarmoebs saqoneli gaaqvT sazRvargareT,

rac Zalian sariskoa, magram SeuZlia didi mogebis motana.

sawarmoebs pirdapiri eqsportis ganxorcieleba ramdenime

gziT SeuZliaT: sawarmo qmnis saeqsporto qvedanayofs; sa-

warmo sazRvargareT savaWro filials afuZnebs; produqciis

qveynis gareT gasatanad sawarmo iyenebs sazRvargareTel

distributorebs an savaWro agentebs. distributorebi moce-

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

maRali saSualo dabali

importieqsporti

pirdapiri

arapirdapiri

sakontraqtoSeTanxmeba

pirdapiriinvesticiebi

frenSaizingilicenzirebasubsanardo

SeTanxmeba

sawarmoosimZlavreebis

Seqmna

amwyobisimZlavreebisSeqmna

maRalidabali saSualo

r i s k i s d o n e



502

muli 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, kooperaciu-

li sawarmoebi, saxelmwifo saeqsporto saagentoebi. arapir-

dapiri eqsporti nakleb xarjebs moiTxovs, amitom sawarmoe-

bi saqonlis sazRvargareT gatanas arapirdapiri eqsportiT

iwyeben.

importis da eqsportis dros kontrolis xarisxic da-

balia da riskis donec.sakontraqto SeTanxmebis pirobebSi kompaniebi TavianT

bizness aerTianeben sxva qveynebis partniorebTan. sakontraq-

to SeTanxmeba SeiZleba ganxorcieldes licenzirebis, fren-

Saizingis da subsanardo SeTanxmebis saxiT.

kompaniisTvis licenzireba sazRvargareTis bazrebze

gasvlis martivi xerxia. am SemTxvevaSi kompania xelSekru-

lebas 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 igebs, radgan mas ar uwevs Tavisi

saqmis nulidan dawyeba. amasTan licenzireba naklovanebebi-

Tac xasiaTdeba. licenziis gamcem kompaniebs licenziatis ga-kontrolebis SesaZleblobebi umcirdebaT. isic SesaZlebe-

lia, rom kompaniam licenziatis saxiT TavisTvis Zlieri

konkurenti sawarmos Seqmnas Seuwyos xeli.

frenSaizingi sazRvargareTis bazrebze gasvlis erT-er-

Ti gavrcelebuli gzaa. licenzirebis msgavsad frenSaizingis

SemTxvevaSic sazRvargareT biznesis ganxorcielebis riski

mcirdeba. rogorc cnobilia, biTumad da sacalod movaWre



503

sawarmoebi (frenSizebi) Tanxmdebian mwarmoebeli sawarmoebis

(frenSaizebis) gansazRvrul moTxovnebs maTi produqtebis

gayidvis uflebis mopovebis, maTi saxelwodebebis gamoyene-

bis, sxvadasxva saxis momsaxurebis miRebis sanacvlod. ro-

gorc praqtikam uCvena, saerTaSoriso frenSaizingis efeqtia-

noba damokidebulia imaze, Tu ramdenad sworad SeZleben

frenSizebi da frenSaizerebi standartuli midgomebis da

adgilobrivi momxmareblebis moTxovnebis SesabamisobaSi moy-

vanas.

subsanardo SeTanxmebis dros sazRvargareTuli kompani-

ebis produqti adgilobriv sawarmoebSi iqmneba. bevrma dasav-lurma kompaniam swored subsanardo SeTanxmebiT SeaRwia ta-

ivanis bazarze. sakontraqto SeTanxmebis am saxis gamoyenebis

dros sawarmoo procesebis kontrolis SesaZlebloba kompa-

niebs umcirdebaT. isini kargaven potenciuri maragebis na-

wilsac. miuxedavad amisa, sazRvargareT saqmianobis mcire

riskis pirobebSi gafarToebis gamo, sakontraqto SeTanxmebis

am formis gamoyenebas kompaniebi saTanado yuradRebas aqce-ven. subsanardo kontraqtebi aqvs gaformebuli amerikul

kompania Sears-s meqsikasa da espaneTSi adgilobriv mwarmo-

eblebTan Tavisi produqtebis, pirvel rigSi, tansacmlis

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 viTar-

deba. finurma mobiluri telefonebis firma Nokia-m CineTis

bazarze, Tavdapirvelad, SeaRwia erToblivi sawarmos Seq-

mniT. SemdgomSi man yvela adgilobrivi erToblivi sawarmo

gaaerTiana da daiwyo CDMA tipis telefonebis adgilobri-

vi warmoeba.



504

pirdapir investirebas axasiaTebs mTeli rigi upirate-

sobebi, kerZod, SesaZlebeli xdeba adgilobrivi iafi muSaxe-

lis gamoyeneba, adgilobrivi momxmareblebis moTxovnebTan

produqtis ukeTesad adaptacia, investiciebis maqsimalurad

gakontroleba, prestiJis amaRleba adgilobriv mosaxleobaSi

da a. S. magram pirdapiri investireba naklovanebebiTac xasi-

aTdeba. jer erTi, kompanias SeiZleba gauZneldes Tavisi Se-

mosavlebis qveynidan gatana, meore, SesaZlebelia Seicvalos

xelisufleba da safrTxe daemuqros mis kapitals, mesame,

mosalodnelia qveyanaSi ise Seicvalos ekonomikuri situa-

cia, rom kompania dazaraldes. miuxedavad naklovanebebisa,dRes pirdapiri investiciebi sazRvargareTis bazrebze gas-

vlis erT-erTi mniSvnelovani gzaa.

19.4. saerTaSoriso marketingis ZiriTadi elementebi

saerTaSoriso marketingis ZiriTad elementebs miekuT-vneba:

1) marketingul RonisZiebaTa ganxorcielebis organi-

zacia;

2) standartizacia;

3) produqciis gasaRebisa da gadaadgilebis dagegmva;

4) fasebis dagegmva.

marketingul RonisZiebaTa ganxorcielebis organizacia,pirvel rigSi, iTvaliswinebs saqonlis warmoebis Seguebas

sazRvargareTuli bazrebis moTxovnebTan. amasTan dakavSirebiT

saWiro xdeba saerTaSoriso sasaqonlo strategiebis SemuSave-

ba da realizacia. saerTaSoriso sasaqonlo strategiebSi ga-

moyofen Semdeg strategiebs:

1) ubralod gafarToebis strategia;

2)

produqciis adaptaciis strategia;



505

3) “uku” gamogonebis strategia;

4) saqonlis warmoebis Sewyvetis strategia.

ubralod gafarToebis strategia iTvaliswinebs saeq-

sporto saqonlis asortimentze standartul midgomas, e. i.

saqoneli sazRvargareT gaaqvT saxelwodebis, SefuTvis da

sxva sasaqonlo komponentebis Secvlis gareSe. am strategias

kompaniebi iyeneben maSin, roca qveynis Sida 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 sazRvargareTuli

bazrebis moTxovnebTan. adaptacia SeiZleba Seexos ara marto

saqonlis xarisxs, dizains, aramed mis SefuTvas da momxma-

reblisTvis SeTavazebul momsaxurebasac. saqonlis sazRvar-

gareTeli momxmareblis moTxovnis mixedviT modifikaciis

aucilebloba ganpirobebuli SeiZleba iyos mTeli rigi faq-torebiT, kerZod, ama Tu im qveynis oficialuri moTxovne-

biT, dabegvris adgilobrivi wesiT, klimaturi pirobebiT da

a. S. qveyanaSi saqonelze gansakuTrebuli standartis arse-

bobis gamo, SeiZleba oficialurad moiTxovon misi maxasia-

Teblebis Secvla. dabegvris adgilobrivma Taviseburebebma

SesaZlebelia mwarmoebels ubiZgos misi modifikaciisken ga-

dasaxadebis Semcirebis mizniT. gansxvavebulma klimaturmapirobebma SeiZleba gansxvavebuli SefuTva gaxados saWiro.

kompania Philips-ma iaponiis bazarze mogebis miReba daiwyo

imis Semdeg, rac yavadanis zomebi iaponur samzareulos Seu-

sabama. Nokia-m Tavisi mobiluri telefonis modeli 6100-is

niSan-Tvisebebi yvela ZiriTadi bazris moTxovnebis mixedviT

Secvala.



506

“uku” gamogonebis strategias kompaniebi iyeneben ma-

Sin, roca TavianTi produqcia SeaqvT ganviTarebad qveynebSi.

am SemTxvevaSi kompaniebi saeqsportod awarmoeben TaviaaT

qveyanaSi moralurad moZvelebul saqonels. aseTi saqoneli

SeiZleba iyos, magaliTad, xelis sakaso aparatebi, meqaniku-

ri sakeravi manqanebi.

is saerTaSoriso kompaniebi, romelTa mizanic asorti-

mentis sistematuri ganaxlebaa, iyeneben saqonlis warmoebis

Sewyvetis strategias. am strategiis daniSnuleba iseTi

produqciis Seqmnaa, romelsac analogi ar eyoleba. aseTebia

axal moTxovnebebze orientirebuli, principulad axaliproduqtebi. saqonlis warmoebis Sewyvetis strategias iye-

nebs avejisa da aqsesuarebis katalogebis gamoyenebiT gamyid-

veli germanuli kompania MBT, romelic asortiments yovel

6 TveSi anaxlebs.

standartizaciaSi, rogorc saerTaSoriso marketingis

elementSi, igulisxmeba marketingis programebis stan-

dartizaciis done, rac praqtikaSi standartuli da

arastandartuli marketinguli kompleqsis damuSavebasa

da gamoyenebaSi vlindeba.

standartuli marketinguli kompleqsi iTvaliswinebs

erTnairi saqonlis miwodebas sazRvargareTuli bazrebisTvis,

erTi da imave sareklamo da saqonelmoZraobis arxebis, er-

Tnairi fasebis gamoyenebas.

standartuli marketinguli kompleqsis pirobebSimcirdeba xarjebi, izrdeba mogeba.

arastandartuli marketingis programis pirobebSi ga-

moiyeneba adaptirebuli marketinguli kompleqsi, romlis mi-

xedviT marketingis kompleqsis elementebi SesabamisobaSi

mohyavT yoveli sazRvargareTuli bazris moTxovnebTan. am

dros kompaniebi iyeneben adgilobriv menejerebs, mmarTveloba

aris decentralizebuli.



507

adgilobriv pirobebTan adaptirebuli marketinguli

programebis gamoyenebis dros SesaZlebeli xdeba kompaniis

konkurentuli poziciebis ganmtkiceba, mcirdeba danakargebi

da izrdeba bazris wilis gafarToebis da mogebis gazrdis

SesaZleblobebi.

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, rom-

lebic standartuli da adaptirebuli midgomebis SeTanawyo-

bis bazaze yalibdeba. kombinirebuli marketinguli programis

CarCoebSi marketingis kompleqsis zogi aspeqti standartu-

li, zogi ki adaptirebulia. marketingis kompleqsis elemen-tebis standartulobis an adaptirebis sakiTxi gadawydeba

miznobrivi bazris mixedviT.

produqciis gasaRebis da gadaadgilebis dagegmva iTva-

liswinebs gasaRebis arxebis SerCevas da saqonlis fi-

zikur gadaadgilebas sazRvargareTis bazrebze.

xSirad saqonelmoZraobis tradiciuli arxebis gverdiT

iyeneben saqonlis gadaadgilebis aratradiciul saSualebeb-sac. saerTaSoriso kompaniaSi saqonlis momxmareblemde mita-

na xorcieldeba sami ZiriTadi arxiT. esenia: gamyidvelis

Stab-bina, qveyanaTaSorisi arxebi da qveynis Sida arxebi. gam-

yidvelis Stab-bina xelmZRvanelobs saqonelmoZraobis arxebs

da TviTonac misi nawilia. saxelmwifoTaSoris arxebs saqo-

neli sxva qveynis sazRvrebamde miaqvs. Sida saxelmwifoebriv

arxebs saqoneli gadaaqvs sazRvris gadakveTis punqtidan sa-



508

boloo momxmareblebamde. isini qveynebis mixedviT arsebiTad

gansxvavebulia erTmaneTisgan.

saerTaSoriso kompaniebma faswarmoqmnis procesSi SeiZ-

leba gamoiyenon Semdegi alternetiuli strategiebi:

1) standartuli fasi yvela sazRvargareTuli baz-

risTvis;

2) ormagi faswarmoqmna;

3) faswarmoqmna konkretuli bazrebisTvis.

standartuli, anu unificirebuli fasebi gamoiyeneba

maSin, roca ama Tu im qveyanaSi gaweuli marketinguli xar-

jebi imdenad dabalia, rom ar SeuZlia gavlena moaxdinosfasis sidideze. standartuli fasebis gamoyenebis dros

kompania darwmunebuli unda iyos, rom im qveynis bazarze,

sadac maT SeaqvT saqoneli, ar gamoCndeba analogiuri saqon-

lis ufro dabal fasad gamyidveli konkurentebi.

ormagi faswarmoqmnis strategia iTvaliswinebs gansxva-

vebuli fasebis dawesebas erovnuli da sazRvargareTuli

bazrebisTvis.faswarmoqmnis mesame strategia_faswarmoqmna konkretu-

li qveynisTvis ufro moqnilia. am strategiis Sesabamisad

fasebis daweseba xorcieldeba adgilobrivi pirobebis gaTva-

liswinebiT.

saerTaSoriso marketingSi mniSvnelovan rols asru-

lebs transfertuli faswarmoqmna. transfertulia fasi,

romliTac saqoneli gadaadgildeba kompaniis SigniT. dReis-Tvis saerTaSoriso kompaniebis umetesobas sxvadasxva qveyana-

Si aqvs Svilobili kompaniebi da filialebi. amitom tran-

sfertuli faswarmoqmnis sazRvrebi sakmaod farToa. tran-

sfertuli fasi gonivrul sazRvrebSi unda dawesdes. Tu

transfertuli fasi Zalian maRali dawesdeba, SesaZlebelia

kompanias mouwios ufro meti gadasaxadis gadaxda. Tu tran-



509

sfertuli fasi iqneba Zalian dabali, igi SeiZleba dempingSi

daadanaSaulon.

arsebobs transfertuli faswarmoqmnis sami saxe:

1)

transferti TviTRirebulebis mixedviT. am Sem-

TxvevaSi fasi dgindeba sawarmoo danaxarjebis

doneze da sazRvargareTis filiali Tavis anga-

riSze iwers firmis mier miRebul mTel Semosa-

vals. es imas niSnavs, rom firmis sawarmoo

rgolis saqmianoba fasdeba efeqtianobis da ara

momgebianobis mixedviT.

2)

transferti komerciuli fasis mixedviT. amdros ucxouri qvedanayofi produqtSi ixdis

imdenive Tanxas, ramdensac nebismieri gareSe

myidveli. problemebi warmoiqmneba im SemTxveva-

Si, roca sazRvargareTis filials, produqciis

dabali xarisxis da fasis arakonkurentianobis

gamo, neba eZleva misces SekveTa sxva mimwodeb-

lebs.3)

transferti sqemiT “TviTRirebulebas plus”. am

dros mogeba nawildeba mwarmoebels da ucxour

qvedanayofs Soris. am meTods meti Sansi aqvs

Tavidan aicilon davebi, miaRwion korporaciu-

li mogebis optimizacias da TanamSromlobiT

adgilobrivi da sazRvargareTuli qvedanayofis

ormxriv dainteresebas. transfertuli fasisSesaxeb gadawyvetilebis miRebis procesis xel-

mZRvanelad xSirad iniSneba zeda rgolis erT-

erTi mmarTveli.

fasebis dawesebis dros bevri saerTaSoriso kompania

mxedvelobaSi iRebs adgilobriv pirobebs. maTi nawili dabal

fasebs inarCunebs ganviTarebad da naklebad ganviTarebul

qveynebSi saqonlis gamartivebuli variantebis miwodebis da



510

adgilobrivi iafi muSaxelis gamoyenebis gziT. zogjer daba-

li fasi wesdeba bazris gafarToebis an nameti saqonlis Ta-

vidan mocilebis mizniT. ganviTarebul qveynebSi saqonlis

fasi misi maRali xarisxis gamo, rogorc wesi, maRalia.

marketingis saerTaSoriso kompleqsis mniSvnelovani

elementia produqtis sazRvargareTis bazrebze win wasawevad

gatarebuli RonisZiebebi, romelTa efeqtianobac damokidebu-

lia gamoyenebuli meTodebisa da xerxebis adgilobrivi

bazrebis moTxovnebsa da TaviseburebebTan SesabamisobaSi moy-

vanaze. am process specialistebi komunikaciur adaptacias

uwodeben. komunikaciuri adaptaciis procesSi kompaniebimuSaobas warmarTaven ramdenime mimarTulebebiT:

1) produqciis saxelwodebis dazusteba adgilob-

rivi enis mixedviT;

2) saqonlis gaformebis procesSi feris mimarT

adgilobrivi mosaxleobis damokidebulebis gaTva-

liswineba;

3)

saWiroebis SemTxvevaSi yoveli miznobrivi saz-RvargareTuli bazrisTvis specialuri sareklamo

mimarTvis Sedgena;

4) mTeli sareklamo saqmianobis SesabamisobaSi

moyvana ama Tu im qveynis marketinguli garemos

moTxovnebTan;

5) gasaRebis stimulirebis meTodebisa da xerxe-

bis adaptacia adgilobriv pirobebTan da a. S.kompaniebs sazRvargareTis bazrebze muSaobis procesSi

uwevT, agreTve, saqonlis da momsaxurebis bazarze win wawe-

vis adgilobrivi praqtikis gaTvaliswineba. bevri magaliTis

moyvana SeiZleba produqtis bazarze win wawevis procesis

daregulirebasTan dakavSirebiT qveynebis mixedviT. ase, maga-

liTad: belgiasa da safrangeTSi akrZalulia sigaretis da

alkoholiani sasmelebis satelevizio reklama; italiasa da



511

avstraliaSi mkacrad kontroldeba bavSvebisTvis gankuTvni-

li sareklamo mimarTvebi; saberZneTSi akrZalulia kuponebis

gavrceleba; safrangeTSi dadgenilia, rom momxmareblisTvis

gadacemuli premiis da saCuqris Rirebuleba ar unda aRema-

tebodes saqonlis fasis 5%-s; saqarTveloSi akrZalulia

alkoholiani sasmelebis da Tambaqos nawarmis reklamireba

sabavSvo, saswavlo da samedicino dawesebulebebSi, kultu-

rul da sportul organizaciebSi da a.S. qveynebis mixedviT

gansxvavebulia reklamirebisTvis gamoyenebuli saSualebebic:

italiaSi reklamireba, ZiriTadad, JurnalebiT xorcielde-

ba; inglisSi reklamis gasavrceleblad upiratesobas saer-To-nacionalur gazeTebs aniWeben; evropelebs da amerikelebs

urCevniaT saqoneli SeukveTon fostiT da ara telefoniT;

saqarTveloSi ufro prestiJulad satelevizio reklama iT-

vleba, JurnalebTan SedarebiT ki reklamirebis procesSi

upiratesoba gazeTebs eniWeba da a.S.

saerTaSoriso kompaniebis mier SemuSavebuli marketin-

guli strategiebis efeqtianad realizacia uSualod arisdamokidebuli marketingis samsaxurebze. kompaniebis didi na-

wili sazRvargareTis bazrebze saqmianobis swored warmar-

Tvis mizniT, Tavdapirvelad, qmnis eqsportis ganyofilebas,

Semdeg saerTaSoriso qvedanayofs, bolos ki xdeba globalu-

ri organizacia.

eqsportis ganyofilebas kompaniebi qmnian maSin, roca

maTi saerTaSoriso gayidvebi izrdeba. rogorc wesi, am gan-yofilebis StatSi iricxebian gayidvis menejeri da misi Ta-

naSemweebi. saerTaSoriso gayidvebis gazrdis paralelurad

eqsportis ganyofileba farTovdeba, izrdeba mis mier gan-

xorcielebuli marketinguli samuSaoebis raodenobac. Sesa-

bamisad, am ganyofilebis roli kompaniaSi TandaTanobiT maR-

ldeba. eqsportis ganyofileba saerTaSoriso marketingis

organizaciis martivi formaa, romlis amocana kompaniis mier



512

sazRvargareTis bazrebze produqciis gatanis saqmianobis ko-

ordinaciaSia.

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 saerTaSo-

riso qvedanayofis Camoyalibeba. saerTaSoriso qvedanayofi

warmoadgens saerTaSoriso marketingis organizaciis formas,

romelic pasuxismgebelia kompaniis mier sazRvargareT gan-

xorcielebul MmTel saqmianobaze. saerTaSoriso qvedanayo-

fis sxvadasxva samsaxurSi dasaqmebuli arian marketingis,warmoebis, samecniero kvlevebis, dabegvris, kadrebis specia-

listebi. rogorc praqtika uCvenebs, organizaciuli erTeu-

lebi 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, romelTaxelmZRvaneloba da menejerebi dakavebulni arian sawarmoo

da operaciuli resursebis, marketinguli koncefciebis, fi-

nansuri nakadebis da materialur-teqnikuri momaragebis

globaluri dagegmviT. globaluri operaciuli erTeuli

uSualod emorCileba korporaciis ufross da ara saerTaSo-

riso qvedanayofis ufross.

marketingis specialistebis didi nawilis azriT, erov-nuli kompaniebisTvis sazRvargareTis bazrebze gasvla obieq-

turi 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 globalizaciisken ubiZgebs.



513

XIX TavSi gamoyenebuli marketinguli terminebi

saerTaSoriso marketingi

globaluri marketingi

marketinguli saqmianobis integracia

marketinguli saqmianobis standartizacia

globaluri marketinguli garemo

eqsporti

importi

sakontraqto SeTanxmebapirdapiri investiciebi

saerTaSoriso sasaqonlo strategia

standartuli fasi sazRvargareTuli bazrebisTvis

ormagi faswarmoqmna

faswarmoqmna konkurentuli qveynebisTvis

transfertuli faswarmoqmna

komunikaciuri adaptaciaeqsportis ganyofileba

saerTaSoriso qvedanayofi

globaluri organizacia

reziume

erovnul sawarmoebs saerTaSoriso bazrebisken ubiZgebsmravali mizezi, romelTa Soris ZiriTadia: adgilobrivi re-

sursebis SezRuduloba, nameti produqtis gaCena qveyanaSi,

konkurenciis gaZliereba Sida bazrebze, saqonlis gasaRebis

bazrebis gafarToeba, savaWro barierebis moxsna sxvadasxva

qveynis mier.

saerTaSoriso bazrebze saqmianoba did riskTanaa dakav-

Sirebuli, romlis Sesamcireblad kompaniebma sagareo



514

bazarze (an bazrebze) gasvlasTan dakavSirebiT saboloo

gadawyvetilebis miRebamde aucileblad unda Seiswvlon ama

Tu im qveynis ekonomikur, politikur-samarTlebriv, kultu-

rul da sainformacio-teqnologiur garemoSi moqmedi faq-

torebi da maTi gavlena biznesis “keTebaze”. amis Semdeg sa-

warmos xelmZRvanelobam unda miiRos gadawyvetileba imis

Taobaze, Tu ramdeni qveynis bazarze ganaxorcielos biznesi,

e.i unda airCios bazari (an bazrebi). bazris arCeva xdeba sa-

qonlis gayidvis mosalodneli moculobis da misaRebi moge-

bis sididis Sefasebis safuZvelze. amas moyveba gadawyveti-

lebebi sazRvargareTis bazarze (an bazrebze) SesaRwevad ga-moyenebul marketingul strategiebze da dadgindeba marke-

tingis kompleqsis elementebis struqtura. sawarmom unda

gadawyvitos, Tu rogor gavides sazRvargareTis bazarze eq-

sportis, sakontraqto SeTanxmebebis Tu pirdapiri investi-

ciebis dabandebis gziT. bevri sawarmo Tavis saqmianobas sa-

erTaSoriso doneze TandaTanobiT anviTarebs: jer axorcie-

lebs eqsports, Semdeg mimarTavs erTobliv mewarmeobas, bo-los ki pirdapir investiciebs. sawarmoTa nawili upirateso-

bas erToblivi sawarmoebis Seqmnas aniWebs. saqonlis pirda-

piri eqsportis dros sawarmoebs TviTon gaaqvT saqoneli

sazRvargareT saeqsporto qvedanayofis, sazRvargareTuli sa-

vaWro filialis, sazRvargareTeli distributorebis an

agentebis gamoyenebiT. arapirdapiri eqsporti xorcieldeba

saerTaSoriso marketinguli Suamavlebis mier. sakontraqtoSeTanxmeba xorcieldeba frenSaizingis, licenzirebis da

subsanardo SeTanxmebis gziT. pirdapiri investiciebi gulis-

xmobs sazRvargareTis bazarze gasvlas sakuTari sawarmos

SeqmniT. sazRvargareT muSaobis efeqtianobis uzrunvelyo-

faSi mniSvnelovania, agreTve, saerTaSoriso marketingis or-

ganizaciuli struqturis sworad gansazRvra.



515

saerTaSoriso marketingi moicavs Semdeg ZiriTad ele-

mentebs: marketinguli RonisZiebebis ganxorcielebis organi-

zacia, standartizacia, produqciis gasaRebis da gadaadgile-

bis dagegmva da fasebis dagegmva. marketingul RonisZiebaTa

ganxorcielebis organizacia, pirvel rigSi, iTvaliswinebs

saqonlis warmoebis Seguebas sazRvargareTuli bazrebis

moTxovnebTan. amasTan dakavSirebiT saerTaSoriso kompaniebi

amuSaveben da praqtikaSi atareben sxvadasxva sasaqonlo

strategiebs. standartizacia, rogorc saerTaSoriso marke-

tingis elementi, gulisxmobs marketingis programebis stan-

dartizaciis dones. muSavdeba da praqtikulad xircieldebastandartuli, arastandartuli da kombinirebuli marketin-

guli programebi. produqtis gasaRebisa da gadaadgilebis

dagegmva iTvaliswinebs gasaRebis arxebis SerCevas da saqon-

lis fizikur gadaadgilebas sazRvargareTel momxmareblamde.

saerTaSoriso kompaniebi faswarmoqmnis sxvadasxva strategi-

ebs iyeneben. maT miekuTvneba standartuli anu unificirebu-

li fasi mTeli msofliosTvis, ormagi faswarmoqmna da fas-warmoqmna konkretuli bazrebisTvis. saerTaSoriso kompanie-

bis umetesobas aqvs filialebi da Svilobili sawarmoebi,

amitom isini farTod iyeneben transfertul faswarmoqmnas.

saerTaSoriso marketingis efeqtianobaSi did rols

komunikaciuri adaptacia asrulebs. igi iTvaliswinebs saqon-

lis da momsaxurebis bazarze win wawevis procesSi gamoyene-

buli meTodebisa da xerxebis SesabamisobaSi moyvanas saz-RvargareTuli bazris (an bazrebis) moTxovnebTan.

saerTaSoriso marketingis efeqtianoba damokidebulia,

agreTve, marketingis samsaxurebis sworad organizaciaze.

rogorc wesi, sazRvargareTis bazarze (an bazrebze) samuSa-

od kompaniebi jer qmnian eqsportis ganyofilebas, Semdeg,

saqmianobis gafarToebis Sesabamisad, saerTaSoriso qvedana-



516

yofs, bolos ki, Tu kvlav gaafarToeben TaviaTi sazRvarga-

reTuli bazrebis raodenobas, xdebian globalurebi.



517

t e s t e b i

marketingis safuZvlebis kursis aTvisebis

donis TviTSefasebisTvis

oTxi savaraudo pasuxidan airCieT erTi pasuxi.

testi 1

romel saukuneSi gaCnda pirvelad cneba “marketingi”?

XVIII saukuneSi

XVIII-XIX saukuneebis mijnaze XX saukuneSi

XIX-XX saukuneebis mijnaze

testi 2

romel qveyanaSi gaCnda pirvelad cneba “marketingi”?

inglisSi

aSS-Si

germaniaSi

safrangeTSi

testi 3



518

adrindel marketings filip kotlerma uwoda:

mezoliTuri

neandertaluri

paleoliTuri

neoliTuri

testi 4

adrindeli marketingi gaigivebuli iyo:

warmoebasTan

faswarmoqmnasTan gasaRebasTan

saqonlis bazarze win wawevasTan

testi 5

sawarmoebSi specializebuli marketinguli qvedanayofebi Se-

iqmna misi evoluciuri procesis erT-erT etapze, kerZod:

pirvel etapze

meore etapze

mesame etapze

meoTxe etapze

testi 6

dReisaTvis marketingi esmiT rogorc:

sasaqonlo koncefcia

mmarTvelobiTi koncefcia

funqciuri koncefcia

aRwerilobiTi koncefcia



519

testi 7

moTxovnaSi igulisxmeba:

moTxovnilebis fuliT uzrunvelyofili nawili

saqonlis is raodenoba, romelic gamotanilia an Se-

iZleba gamotanili iqnes bazarze gasayidad

aqti, romelic saSualebas aZlevs adamians, miiRos

sasurveli obieqti samagieros SeTavazebis gziT

komerciuli xasiaTis gacvla or mxares Soris

testi 8

miwodeba aris:

bazarze saqonlis sayidlad gamotanili fulis rao-

denoba saqonlis yidva-gayidvis procesSi damyarebuli urTi-

erTobebi

saqonlis is raodenoba, romelic gamotanilia an Se-

iZleba gamotanili iqnes bazarze gasayidad

gasayidad warmoebuli produqti

testi 9

warmoebis srulyofis koncefciis mixedviT sawarmoTa xel-

mZRvanelebma TavianTi Zalisxmeva unda moaxmaron:

momxmarebelTa Seswavlas

bazris prognozirebas



520

warmoebis srulyofas da gasaRebis sistemis efeqtia-

nobis amaRlebas

konkurentebis Seswavlas

testi 10

saqonlis srulyofis koncefcia Seesabameba bazaars,romlis

pirobebSic:

moTxovna tolia miwodebis

miwodeba aRemateba moTxovnas moTxovna aRemateba miwodebas

moTxovna miwodebasTan SedarebiT swrafi tempiT iz-

rdeba

testi 11

warmoebis srulyofis koncefcia gamoiyeneba maSin, roca:

moTxovna aRemateba miwodebas

miwodeba aRemateba moTxovnas

moTxovna tolia miwodebis

miwodeba moTxovnasTan SedarebiT swrafi tempiT iz-

rdeba

testi 12

romelma marketingulma koncefciam daakavSira erTmaneTTan

sawarmos, momxmareblebis da mTeli sazogadoebis interesebi:

warmoebis srulyofis koncefciam

saqonlis srulyofis koncefciam



521

uSualod marketingis koncefciam

socialur-eTikuri marketingis koncefciam

testi 13

uSualod marketingis koncefcia gamoiyeneba maSin, roca:

miwodeba sakmaod aRemateba moTxovnas

miwodeba naklebia moTxovnaze

miwodeba tolia moTxovnis

miwodeba bevrad naklebia moTxovnaze

testi 14

bazris kompleqsuri gamokcleva, sasaqonlo asortimentis

gansazRvra, sabazro strategiis Camoyalibeba, moTxovnis

formireba da gasaRebis stimulireba SeiZleba mivakuTvnoT:

marketingis funqciebs

marketingis principebs

marketingis saxeebs

marketingis tipebs

testi 15

is saerTo niSan-Tvisebebi, fuZemdebluri wesebi, romelTac

unda daemyaros marketinguli saqmianoba sxvadasxva sawarmo-

Si, aris:

marketingis funqciebi

marketingis elementebi


marketingis koncefciebi



522

testi 16

marketingis ZiriTad saxes warmoadgens:

produqtze an momsaxurebaze orientirebuli marke-

tingi

mimwodebelze orientirebuli marketingi

Suamavlebze orientirebuli marketingi

sakontaqto auditoriaze orientirebuli marketingi

testi 17

im SemTxvevaSi, roca sawarmos mizania axali saqonlis Seqmna

an arsebulis gaumjobeseba, gamoiyeneba:

momxmarebalze orientirebuli marketingi

produqtze an momsaxurebaze orientirebuli marke-tingi

moTxovnis sawinaaRmdegod moqmedi marketingi


testi 18

im SemTxvevaSi, roca sawarmos mizania bazridan momdinaremoTxovnilebebis dakmayofileba, iyenebs:

produqtze an momsaxurebaze orientirebul marke-

tings

momxmarebalze orientirebul marketings

masobriv marketings

makromarketings



523

testi 19

sazogadoebrivi warmoebis qvedanayofebis Sesabamisad gamoiye-

neba marketingis Semdegi tipi:

samomxmareblo saqonlis marketingi




testi 20

is konkretuli saSualebebi, teqnologiebi, procedurebi da

organizaciuli struqturebi, romlebic uzrunvelyofen gac-

vlis procesis realurad ganxorcielebas, Seadgenen:

marketingis funqciebs

marketingis tipebs

marketingis sistemebs

marketingis saxeebs

testi 21

marketingis marTvis procesis ZiriTad etapebs ar miekuTvne-ba:

sabazro SesaZleblobebis analizi

miznobrivi bazrebis SerCeva

Suamavlebis moTxovnilebebis gaTvaliswineba

marketingis kompleqsis damuSaveba



524

testi 22

koncefcia 4p-s mixedviT marketingis kompleqsSi ar Sedis:

sasaqonlo politika

fasebis politika

gasaRebis politika

kontrolis politika

testi 23

yvelaferi, rac SeiZleba moimoqmedos sawarmom miznobriv ba-

zarze zemoqmedebis mosaxdenad, Sedis:

bazris segmentaciaSi

marketingis kompleqsSi

stimulirebis kompleqsSi

saqonlis gasaRebis meTodebSi

testi 24

sawarmoebSi marketingis samsaxurebis Seqmnis principebSi ar

Sedis:

funqciuri principi

sasaqonlo principi

imijis Seqmnis principi

sabazro principi

testi 25



525

strategiuli dagegmvis etapebs ar miekuTvneba:

sawarmoo programis damuSaveba

sawarmos ganviTarebis gegmebis analizi

sawarmos zrdis (an Semcirebis) strategiis gansaz-

Rvra

sasaqonlo asortimentis gansazRvra

testi 26

sawarmos miznebsa da maTi miRwevis potenciur SesaZleblo-

bebs Soris strategiuli Sesabamisobis Seqmnis da SenarCune-

bis mmarTvelobiT process uwodeben:

operatiul dagegmvas

taqtikur dagegmvas saSualovadian dagegmvas

strategiul dagegmvas

testi 27

biznes-gegmis struqturaSi calke qvedanayofad ar gamayofen:

marketingis gegmas

menejmentis gegmas

safinanso gegmas

sawarmoo gegmas



526

testi 28

marketingis kontroli unda iyos:

strategiuli mimarTulebis

martivi

ekonomiuri

samive pasuxi sworia

testi 29

strategiul kontrols uwodeben:

marketing-menejments

marketing-audits

marketingis kompleqss

marketingis principebs

testi 30

marketingis funqciur SemadgenlebSi ar Sedis:

saqoneli

fasi

ganawileba koncefciebi

testi 31

sawarmos Sida marketingul garemoSi Sedian:

Suamavlebi

momxmareblebi



527

konkurentebi


testi 32

is sawarmoebi, romlebic mocemul konkretul sawarmos ama-

rageben materialuri, adamianiseuli da finansuri resurse-

biT, arian:

mimwodeblebi

adgilobrivi sazogadoeba xalxis farTo masebi

masobrivi informaciis saSualebebi

testi 33

sawarmoTa saqmianobaze moqmed ZiriTad Zalas (faqtors)

warmoadgens:

demografiuli garemo

kulturuli garemo


arc erTi pasuxi ar aris swori

testi 34

savaWaro SuamavlebSi ar Sedian:

agentebi

brokerebi

komivoiaJorebi

marketinguli momsaxurebis saagentoebi



528

testi 35

makrogaremoSi moqmed faqtorebs ar miekuTvneba:

kulturuli faqtorebi

politikuri gaqtorebi

bunebriv-klimaturi pirobebi


testi 36

marketinguli kvlevis zogadi meTodia:

deduqcia

sabalanso meTodi

dinamikuri mwkrivebis ageba

saindeqso meTodi

testi 37

marketinguli kvlevis konkretuli meTodia:

induqcia

dialeqtikuri meTodi

sinTezi

sabalanso meTodi

testi 38

logikuri azrovnebis uzogades meTods, romelic gulis-

xmobs bazarze arsebuli movlenebisa da procesebis ganviTa-

rebasa da urTierTkavSirSi Seswavlas, uwodeben:



529

induqcias

deduqcias

dialeqtikur meTods

statistikur meTods

testi 39

marketinguli kvlevis obieqti ar aris:

bazris subieqtebi warmoebis sferos ganviTarebis maCveneblebi

mimoqcevis sferos ganviTarebis maCveneblebi

menejmentis sistema

testi 40

marketinguli kvlevis obieqti ar aris:

bazris ganviTarebis regionuli Taviseburebebi

statistikuri maCveneblebis sistema

konkurentTa saqmianoba

saqonlis warmoebis da gasaRebis stimulireba

testi 41

bazris ganviTarebis prognozirebis meTodi ar aris:

eqstrapolacia

sabalanso meTodi

ekonomikur-maTematikuri meTodebi

eqspertuli Sefaseba



530

testi 42

marketingul informacias ganasxvaveben::

Tematikis mixedviT

gamoyenebis jeradobis mixedviT

warmoqmnis wyaroebis mixedviT


testi 43

marketinguli kvlevis saxeebSi ar Sedis:

kabineturi kvleva

savele kvleva

kabinuri kvleva

paneluri kvleva

testi 44

marketinguli kvleva, romelic emyareba, ZiriTadad, meorad

informacias, aris:

multisponsoruli kvleva

paneluri kvleva

savele kvleva kabineturi kvleva

testi 45

specialurad gamoyofil adamianTa jgufebis an organizacie-

bis perioduli kvleva aris:



531

kabineturi

multiklienturi

savele

paneluri

testi 46

marketinguli kvlevis etapebSi ar Sedis:

problemis gamovlena

kvlevis koncefciis damuSaveba informaciis Sekreba

miRebuli Sedegebis praqtikaSi gatareba

testi 47

pirveladi informaciis Segrovebis meTodi ar aris:

gamokiTxva dakvirveba

eqsperimenti

eqstrapolacia

testi 48

dakvirvebis meTodis gamoyenebis dros mTavaria:

damkvirveblis profesionalizmi

respondentis ganaTlebis done

dakvirvebis drois SerCeva


testi 49



532

Sida bazris marketinguli kvlevebi, ZiriTadad, emyareba:

dakvirvebis meTods

gamokiTxvis meTods

eqsperiments

samive meTods Tanabrad

testi 50

miznobrivi(segmentis) marketingi ar iTvaliswinebs:

bazris klasifikacias bazris segmentacias

saqonlis pozicionirebas bazarze

bazris miznobrivi segmentis gamoyofas

testi 51

bazris jgufebad dayofas erTgvarovani niSnis mixedviT

uwodeben:

segmentacias

segregacias

sedimentacias

sekvestracias

testi 52

momxmarebelTa did jgufs bazris SigniT, gamoyofils rome-lime niSnis mixedviT, uwodeben:

segnets

segments

sekrets

septeks



533

testi 53

samomxmareblo saqonlis bazris segmentaciis ZiriTads niS-

nebs ar miekuTvneba:

geografiuli niSani

demografiuli niSani

fsiqografiuli niSani

politikuri niSani

testi 54

demografiuli niSnis mixedviT segmentacia ar iTvaliswinebsbazris dayofas segmentebad:

ojaxebis raodenobis mixedviT

ojaxebis sasicocxlo ciklis etapebis mixedviT

cxovrebis wesis mixedviT

religiuri niSnis mixedviT

testi 55

sawarmo niSis marketings mimarTavs maSin, roca:

SezRuduli aqvs resursebi

bevri aqvs resursebi

Zalian bevri aqvs resursebi ara aqvs resursebi

testi 56

sqesis mixedviT bazris segmentacia gamoiyeneba:

samkervalo mrewvelobaSi

avejis warmoebaSi

safeiqro mrewvelobaSi



534

saojaxo saqonlis warmoebaSi

testi 57

kosmetikuri saSualebebis mwarmoebeli sawarmoebi bazris

segmentacias axorcieleben:


ojaxis sasicocxlo ciklis etapis mixedviT

dasaqmebis saxis mixedviT sqesis mixedviT

testi 58

kulturul-sayofacxovrebo daniSnulebis saqonlis mwarmoe-beli da gamsaRebeli firmebi bazris segmentacias axorcie-

leben


religiuri rwmenis mixedviT

erovnebis mixedviT

sqesis mixedviT

testi 59

momxmarebelTa erToblioba, romelic xasiaTdeba SeTavazebu-

li saqonlisa da marketingis kompleqsze erTtipiuri reaq-

ciiT, aris:



535

bazris segmenti

bazris wili

bazris tevadoba

bazris koniunqtura

testi 60

televizorebis mwarmoebeli da gamsaRebeli firmebi bazris

segmentaciis dros iTvaliswineben:

ojaxis raodenobas sqess

asaks

religiur rwmenas

testi 61

msubuqi avtomobilebis mwarmoebelma da gamsaRebelma firmeb-

ma bazris segmentaciis dros unda gaiTvaliswinon:

ganaTlebis done

erovneba

Semosavlebi

religiuri rwmena

testi 62

Zalisxmevis koncentracias momxmarebelTa mcire jgufze

ewodeba:




536



arc erTi pasuxis ar aris swori

testi 63

diferencirebuli marketingi iTvaliswinebs:

bazris srul momcvelobas

bazris ramdenime segmentis aTvisebas

bazris niSis aTvisebas arc erTi pasuxi ar aris swori

testi 64

bazris momcvelobis strategiis SerCevisas sawarmoebi iTva-

liswineben:

sasaqonli resursebis raodenobas

resursebis mimwodeblebis raodenobas

saqonlis asortimentis sirTules


testi 65

bazarze momxmareblis qcevaze gavlenas ar axdens:

kulturuli faqtorebi

socialur-ekonomikuri faqtorebi

samarTlebrivi faqtorebi



537

pirovnuli faqtorebi

testi 66

bazarze momxmareblis qcevis ganmsazRvrel kulturul faq-

torebSi Sedis:

kultura

subkultura

socialuri klasi

yvela pasuxi sworia

testi 67

samomxmareblo saqonlis yidvaze gadawyvetilebis miRebis

procesis ZiriTadi etapia:

informaciis moZieba

mimwodeblis SerCeva

SekveTis Sedgena mimwodeblis muSaobis Sefaseba

testi 68

samomxmareblo saqonlis yidvaze gadawyvetilebis miRebis

procesSi monawile subieqtebs miekuTvneba:

iniciatori

yidvaze uSualod gadawyvetilebis mimRebi piri

myidveli




538

testi 69

samomxmareblo saqonlis yidvaze gadawyvetilebis misaRebad

saWiro informaciis moZieba ar xdeba:

megobrebis wreSi

reklamidan

masobrivi informaciis saSualebebidan

uSualod mwarmoebel sawarmoebSi

testi 70

sawarmoo daniSnulebis saqonlis yidvaze gadawyvetilebis

misaRebad saWiro informacias specialistebi, ZiriTadad,

iReben:

mezoblebidan

ojaxis wevrebidan

katalogebidan, cnobarebidan

farTo sazogadoebidan

testi 71

wminda konkurencia dReisTvis arsebobs:

fasiani qaRaldebis bazarze

tansacmlis bazarze

avtomobilebis bazarze

televizorebis bazarze



539

testi 72

fasebis sidideze gavlenis moxdena ar SeuZlia calkeul

gamyidvels:

wminda konkurenciis bazarze

monopolisturi konkurenciis bazarze

wminda monopoliis bazarze

samive saxis bazarze

testi 73

konkurenciis sabazo strategiaSi ar Sedis:

TviTRirebulebis Semcirebis strategia

produqtis diferencirebis strategia

inovaciis strategia

bazarze SeRwevis strategia

testi 74

konkurent firmebs Soris TanamSromlobis ZiriTadi formaa

:

Zalebis balansi

lideroba

imperia


testi 75

samomxmareblo saqonlis gasaRebis marketinguli strategia

ar aris damokidebuli:

saqonlis daniSnulebaze

saqonlis gamoyenebis xangrZlivobaze

momxmareblis myidvelobiT Cvevebze



540

saqonlis warmoebis procesSi gamoyenebul nedleul-

ze

testi 76

saqonlis bazarze danergvis etapze:

mogeba didia

stimulirebis xarjebi mcirea

fasebi dabalia

vaWroba xSirad wamgebiania

testi 77

saqonlis sasicocxlo ciklis is etapi, romlis drosac

konkurentebi sul ufro xSirad yidian saqonels Semcire-bul fasebSi, cdiloben axali saqonlis Seqmnas, mogeba iw-

yebs stabilizacias an Semcirebas, aris:

bazarze danergvis etapi

gayidvis moculobis zrdis etapi

simwifis etapi

dacemis etapi

testi 78

saqonlis bazarze danergvis etapze:

mogebis sidide mniSvnelovania



541

konkurentebis raodenoba didia

danaxarjebi marketingze dabalia

ZiriTadi strategiuli amocana bazris gafarToebaa

testi 79

saqonlis gayidvis moculobis zrdis etapze:

danaxarjebi marketingze dabalia

mogeba maqsimaluria

saqonels yiduloben siaxlis moyvaruli momxmareblebi ZiriTadi strategiuli amocanaa bazarze wilis SenarCu-

neba

testi 80

saqonlis sasicocxlo ciklis simwifis etapze:

gasaRebis moculoba swrafad izrdeba

mogebac izrdeba

ZiriTadi strategiuli amocanaa bazarze wilis Se-

narCuneba

danaxarjebi marketingze izrdeba

testi 81

mocemuli marketinguli strategiebidan romeli gamoiyeneba

saqonlis sasicocxlo ciklis simwifis etapze:



542

axali saqonlis bazrisTvis miwodeba

saqonlis bazarze gatana

bazarze poziciis SenarCuneba

bazarze myari poziciis mopoveba

testi 82

saqonlis sasicocxlo ciklis dacemis etapze:

gasaRebis moculoba stabiluria

saqonels yiduloben konservatori momxmarelebi

danaxarjebi marketingze maRalia

mogeba stabiluria

testi 83

safirmo stilis Semadgeneli ZiriTadi elementi ar aris:

sasaqonlo niSani

logotipi

logloTeti

safirmo bloki

testi 84

firmis sruli an Sekvecili saxelwodebis specialurad

Seqmnil originalur anabeWds hqvia:



543

logotipi

logoTeti

logopati

logopedi

testi 85

sasaqonlo politikis damuSavebis aucilebloba dakavSirebu-

lia:

materialuri, adamianiseuli da finansuri resursebismobilizaciis procesis sirTulesTan

momxmarebelTa gemovnebis ganviTarebasa da cvalebad

sabazro situaciebTan

saqonlis gayidvis Sedegebis ganusazRvrelobasTan


testi 86

sasaqonlo politika sawarmoSi ar iTvaliswinebs:

sasaqonlo asortimentis formirebas da marTvas

saqonlis konkurentunarianobas mocemul bazrebze

saqonlis SefuTvas da markirebas saqonelmoZraobis arxebis SerCevas

testi 87

axali saqonlis Seqmnisken mwarmoeblebs ubiZgebs:

konkurenciuli brZola bazarze



544

saqonlis asortimentis sirTule

faswarmoqmnis procesis sirTule saqonlis saxeebis

mixedviT

saqonelmoZraobis arxebis SerCevis gansxvavebuli xa-

siaTi saqonlis sxvadasxva jgufSi

testi 88

saqonlis im niSan-Tvisebebis erToblioba, romelic gansaz-

Rvravs bazarze mis warmatebas da upiratesobas masTan kon-

kurenciaSi myof analogiur saqonelTan SedarebiT, aris:

konkurentunarianoba

asortimenti

nomenklatura


testi 89

saqonlis konkurentunarianobis esTetikur maCveneblebs ar

miekuTvneba:

forma

Semadgenloba damuSavebis srulyofileba

gamomxatveloba ferebSi



545

testi 90

moxmarebis fasi saqonlis konkurentunarianobaze gavlenas

axdens, ZiriTadad:

milioneri momxmareblebis bazarze

miliardeli momxmareblebis bazarze

Raribi momxmareblebis bazarze


testi 91

axali saqonlis Seqmna sawarmosTvis, ekonomiuri Tvalsazri-

siT, sasurvelia Semdegi mizezebis gamo:

axali da momxmareblisTvis misaRebi saqonlis warmo-

ebiT myardeba sawarmos pozicia bazarze

axali saqonlis Seqmna ar aris dakavSirebuli didxarjebTan

axali saqonlis momxmareblamde mitana ufro advilia


testi 92

axali saqonlis Seqmnis procesis ZiriTad etapebSi ar Se-dis:

ideaTa Sekreba da gadarCeva

marketingis strategiis gansazRvra

aprobacia bazarze




546

testi 93

axali saqonlis Sesaxeb arsebuli ideebidan sawarmom ukeTe-

sia airCios mocemul momentSi:

yvelaze kargi idea

yvelaze nakleb xarjiani idea

yvelaze ZviradRirebuli idea

yvelaze optimaluri idea

testi 94

bazars, romelSic iyideba erTgvarovani produqcia, arsebobs

mxolod fasiseuli konkurencia da minimaluria sawarmos

daintereseba marketinguli saqmianobiT, uwodeben:

monopolisturi konkurenciis bazars oligopolisturi konkurenciis bazars

wminda monopoliis bazars

samive pasuxi arasworia

testi 95

bazars, romelSic bevri gamyidveli saqmianobs da yidisfarTo asortimentis da msgavs saqonels, fasiseul konku-

renciasTan erTad didi mniSvneloba eniWeba saqonlis xaris-

xsa da reklamas, gamoyenebuli marketingis strategia emyare-

ba bazris segmentacias, uwodeben:

wminda monopoliis bazars

oligopolisturi konkurenciis bazars



547

monopolisturi konkurenciis bazars

wminda konkurenciis bazars

testi 96

faswarmoqmnis etapebSi ar Sedis:

moTxovnis gansazRvra

xarjebis Sefaseba

konkurentebis saqonlis da fasebis analizi

saqonelmoZraobis arxebis Sefaseba

testi 97

fasis dadgenis dros sawarmos mizani yvelaze xSirad aris:

rac SeiZleba meti mogebis miReba

momxmarebelTa moTxovnilebebis dakmayofileba gaweuli xarjebis amoReba


testi 98

fasis sidideze moqmed garegan faqtors warmoadgens:

marketinguli miznebi momxmarebeli

marketinguli strategia

danaxarjebi

testi 99

faswarmoqmnis procesSi ar Sedis:



548

faswarmoqmnis miznis(an miznebis) dadgena

moTxovnis gansazRvra

xarjebis Sefaseba


testi 100

faswarmoqmnis ZiriTad miznebSi ar Sedis:

bazarze arsebobis gaxangrZliveba

xarjebis dadgena

maqsimaluri mogebis miReba bazarze gabatoneba

testi 101

saqonelze maqsimaluri fasis dadgenas safuZvlad udevs:

xarjebi

konkurentebis fasebi

moTxovna


testi 102

saqonelze fasis qveda zRvars gansazRvravs:

moTxovna

xarjebi





549

testi 103

sabazro fasebis sidideze moqmed faqtorebs ar miekuTvneba:

miwodeba

danaxarjebi

bazarze konkurentTa raodenoba

Suamavlebis ekonomiuri siZliere

testi 104

fasis sidideze moqmed garegan faqtorebSi Sedis:

momxmarebeli

bazris xasiaTi

danaxarjebi


testi 105

fasis cvlilebebis mimarT myidvelis mgrZnobiarobas asa-

xavs:

jinis koeficienti

elastikurobis koeficienti

variaciis koeficienti

korelaciis koeficienti

testi 106

vaWrobis Taviseburebebis gaTvaliswinebiT gamoyofen:

mudmiv fasebs

droebiT fasebs

momsaxurebis tarifebs



550

zRvrul fasebs

testi 107

sabiTumo fasebs, sacalo fasebs, Sesyidvis fasebs da momsa-

xurebis tarifebs gamoyofen:

moqmedebis xangrZlivobis mixedviT

regulirebis mixedviT

vaWrobis Taviseburebebis mixedviT

moqmedebis teritoriis mixedviT

testi 108

faswarmoqmnis TviTRirebulebaze dafuZnebuli meTodia:

fasebis dadgena mimdinare fasebis mixedviT

fasebis dadgena e.w. daxuruli vaWrobis mixedviT

uzaralod muSaobis analizi da miznobrivi mogebis

miReba

fasis dadgena momxmareblis mier saqonlis Rirebule-

bis aRqmis safuZvelzetesti 109

TviTRirebulebaze dafuZnebuli faswarmoqmnis meTodebi ori-

entirebulia:

samomxmareblo Rirebulebis aRqmaze

danaxarjebis Semcirebaze saqonelze

konkurentebis fasebze

testi 110

faswarmoqmnis meTodebSi ar Sedis:



551

saSualo danaxarjebs+mogeba

fasebis dadgena saqonlis faseulobis mixedviT

fasebis dadgena fasebis mimdinare donis mixedviT

fasebis dadgena mimwodeblebis fasebis mixedviT

testi 111

faswarmoqmnis bazari plus strategias uwodeben:

bazarze SeRwevis strategias

naRebis moxdis strategias

konkurentuli faswarmoqmnis strategias

diferencirebuli faswarmoqmnis strategias

testi 112

bazarze SeRwevis strategia iTvaliswinebs:

konkurentebis fasebis toli fasebis dawesebas

konkurentebTan SedarebiT maRali fasis dawesebas

konkurentebTan SedarebiT dabali fasis dawesebas

mxedvelobaSi ar miiReba konkurentebis fasebi

testi 113

saqonelmoZraoba dakavSirebulia gansazRvrul danaxarjebTan,

romlebSic yvelaze didi xvedriTi woniT aris warmodgeni-

li:



552

SekveTis miRebis xarjebi

datvirTva-gadmotvirTvis xarjebi

satransporto xarjebi


testi 114

saqonlis momxmareblamde gadasaadgileblad transportis sa-

xis SerCeva damokidebulia:

saqonlis dizainze

tvirTis erTeulis gadazidvis Rirebulebaze

saqonlis xarisxze


testi 115

qveynis sxvadasxva regionSi tvirTis SetanisTvis yvelaze

mosaxexebelia:

sarkinigzo transporti

saavtomobilo transporti

samdinaro transporti sahaero transporti

testi 116

saqonlis momxmareblamde mitanas Suamavlebis gareSe uwode-

ben:



553

pirdapir arxebs

arapirdapir arxebs

Sereul arxebs


testi 117

intensiuri distribuciis strategia gamoiyeneba:

gansakuTrebuli moTxovnis saqonelze

pasiuri moTxovnis saqonelze

yoveldRiuri moTxovnis saqonelze winaswari SerCevis saqonelze

testi 118

saqonlemoZraobis arxebis SerCevis procesze moqmed faqto-

rebSi Sedis:

momxmarebeli

saqoneli konkurenti


testi 119

saqonelmoZraobis arxis yovel doneze gamosayenebeli Suamav-lebis raodenobis gansazRvrisas ar iyeneben:

intensiur midgomas

gansakuTrebuli uflebebis miniWebas

seleqtiur midgomas

sensorul midgomas



554

testi 120

im SemTxvevaSi, roca mwarmoeblebi dainteresebulni arian

axali saqonlis bazarze danergviT da saqonelmoZraobis ar-

xebze kontrolis gaZlierebiT, irCeven:

Suamavlebis SezRudul raodenobas

bevr Suamavals

Zalian bevr Suamavals


testi 121

saqonelmoZraobis arxebi, romlebic moicaven erTmaneTTan

konkurenciaSi myof ramdenime damoukidebel mwarmoebels, bi-

Tumad da sacalod movaWre firmebs, miekuTvneba:

tradiciul arxebs

vertikalur marketingul sistemas horizontalur marketingul sistemas


testi 122

saqonelmoZraobis marketinguli sistema, romelSic erT-erTimonawile an danarCeni firma-monawileebis mflobelia, an mu-

Saobs maTTan SeTanxmebis safuZvelze, an kidev sakmao gavle-

na aqvs maTze, aris:


vertikaluri marketinguli sisitema

tradiciuli arxebi



555


testi 123

saqonelmoZraobis sistema, romelic aerTianebs erTi donis

ramdenime sawarmos axali marketinguli SesaZleblobebis aT-

visebis mizniT, aris:

vertikaluri marketinguli sistema


tradiciuli arxebi arc erTi pasuxi ar aris swori

testi 124

saqonelmoZraobis vertikalur marketingul sistemas ar mie-

kuTvneba:

korporaciuli sistema

saxelSekrulebo sistema

marTuli sistema

kooperatiuli sistema

testi 125

mravalarxian marketingul sistemebs uwodeben:

kompleqsur sistemebs

koleqtiur sistemebs

kombinirebul sistemebs

korporaciul sistemebs



556

testi 126

sabiTumo vaWroba Suamavalia:

mwarmoebel da sacalo-savaWro sawarmoebs Soris

sacalo-savaWro sawarmoebs Soris

sacalo savaWro sawarmoebs da momxmareblebs Soris


testi 127

sruli momsaxurebis sabiTumo sawarmoebi asruleben:

yvela sabiTumo funqcias

erT sabiTumo funqcias

ramdenime sabiTumo funqcias


testi 128

sawarmoebs, romlebic Suamavlis rols asruleben mwarmoe-

belsa da myidvels Soris taris gareSe vaWrobaSi, uwodeben:

mebiTume konsignantebs

mebiTume organizatorebs

biTumad movaWre komivoiaJorebs

distributorebs

testi 129

e.w. manqanis joberebs uwodeben:

biTumad movaWre komivoiaJorebs

mebiTume konsignantebs

mebiTume organizatorebs

sakomisio sawyisebze movaWre agentebs



557

testi 130

brokeris ZiriTadi funqciaa:

myidvelis da gamyidvelis Sexvedra da molaparakebis

uzrunvelyofa

garigebebis dafinanseba

molaparakebebis normalurad dasruleba

xelSekrulebis gaformeba

testi 131

agentebi, romlebic erTdroulad asaReben sxvadasxva mwarmo-eblis urTierTSemavsebel sasaqonlo jgufebs, arian:

mwarmoeblis agentebi

gasaRebis sruluflebiani agentebi

Semsyidvelis agentebi

sakomisio sawyisebze movaWre agentebi

testi 132

savaWro Suamavlebs ar miekuTvnebian:

komivoiaJorebi

brokerebi

satransporto organizaciebi

distributorebitesti 133

sabiTumo sawarmoebis ZiriTad organizaciul formebs ar mi-

ekuTvneba:

produqciis mwarmoeblebi

damoukidebeli sabiTumo sawarmoebi

brokerebi da agentebi



558

marketinguli momsaxurebis saagentoebi

testi 134

saqonlis gayidvas uSualo momxmarebelze uwodeben:

sabiTumo vaWrobas

sacalo vaWrobas

wvrilbiTum vaWrobas


testi 135

miznobriv bazarze zemoqmedebisTvis sawarmoebi sargebloben

mravalricxovani saSualebebiT da SesaZleblobebiT, romle-

bic erTiandebian oTx ZiriTad elementSi. maT ar miekuTvneba:

saqoneli

fasi

stimulireba savaWro aparati

testi 136

momxmareblis stimulirebis kompleqsSi ar Sedis:

reklama

gasaRebis stimulireba propaganda

sammarTvelo aparati

testi 137

im saSualebebis erTobliobas, romelsac sawarmo iyenebs Ta-

visi saqonlis Sesaxeb informaciis gasavrceleblad da miz-



559

nobrivi momxmareblis dasarwmuneblad iyidos esa Tu is sa-

qoneli, uwodeben:

stimulebis kompleqss

stimulirebis kompleqss

stilobatebis kompleqss


testi 138

reklamirebisTvis gamoyenebuli saSualebebi da xerxebi xasi-aTdeba Semdegi niSnebiT:

atareben sazogadoebriv xasiaTs

aqvT momxmareblis darwmunebis unari

aris gaupirovnebeli


testi 139

mwarmoebel sawarmoSi gasaRebis stimulirebis obieqtebs mi-

ekuTvneba:

vaWrobis sferos muSakebi

sakontaqto auditoria mimwodeblebi


testi 140

sacalo vaWrobis muSakTa stimulirebiT mwarmoebeli sawar-

mo SeZlebs, pirvel rigSi, dadebiTad gadawyvitos:



560

axali saqonlis savaWro nomenklaturaSi CarTvis

amocana

calkeuli potenciuri myidvelis mier misi saqonlis

yidvis sakiTxi

konkurenti sawarmos momxmareblebis mozidvis amoca-

na


testi 141

vaWrobis sferos muSakTa stimulirebis ZiriTadi saSuale-

baa:

SefuTva SeRavaTian fasSi

nimuSebis gavrceleba

saqonlis ufasod gadacema

kuponebis gavrceleba

testi 142

momxmarebelTa stimulirebis saSualeba ar aris:

nimuSebis gavrceleba

Ppremialuri gayidva dilerebis savaWro konkursis mowyoba

daTmobebi

testi 143

pirveli beWduri sareklamo gancxadeba gamoqveynda inglisur

enaze



561

:

XIV saukuneSi

XV saukuneSi

XVI saukuneSi

XVIII saukuneSi

testi 144

pirveli sareklamo biuri Seiqmna XVII saukuneSi:

aSS-Si inglisSi

safrangeTSi

italiaSi

testi 145

obieqtis mixedviT reklama SeiZleba iyos:

prestiJuli

rCevis mimcemi

sainformacio


testi 146

dasaxuli miznebisa da amocanebis Sesabamisad reklama SeiZ-leba iyos:

sasaqonlo

prestiJuli

Semxsenebeli


testi 147



562

reklama, romelic momxmarebels awvdis informacias axal sa-

qonelze, fasebis cvlilebaze, aRuwers momsaxurebis saxeebs,

romlebic mocemul sawarmos SeuZlia aRmouCinos momxmare-

bels, uxsnis momxmarebels saqonlis gamoyenebis wess, aris:

sainformacio

rCevis mimcemi

Semxsenebeli


testi 148

reklama, romlis mizanicaa momxmareblebSi ama Tu im sasa-

qonlo markis mimarT upiratesobis miniWebis grZnobis Camo-

yalibeba, momxmareblis cnobierebis Tavis sasaqonlo markaze

gadarTva, momxmareblis darwmuneba ama Tu im saqonlis yid-

vis aucileblobaSi, aris:

sainformacio reklama

rCevis mimcemi reklama



testi 149

gamoyenebuli sainformacio saSualebebis mixedviT reklama

aris:

sasaqonlo

prestiJuli

pirdapiri




563

testi 150

reklamis gavrcelebis arxebs miekuTvneba:

audio-vizualuri saSualebebi

satransporto saSualebebi

piradi kontaqtebi


testi 151

prestiJuli reklamis ganxorcielebis specifikur saSuale-bebsa da xerxebs miekuTvneba:

saqvelmoqmedo aqciebSi monawileoba

katalogebis gamoyeneba

Suqreklama

vitrinis gaformeba

testi 152

timulirebis saSualebebis struqtura damokidebulia:

sasaqonlo bazris tipze

saqonlis gayidvis strategiaze

saqonlis sasicocxlo ciklis etapze

saqonlis Semadgenlobaze

testi 153

samomxmareblo saSualebebis mwarmoebeli da gamsaRebeli

firmebi stimulirebis saSualebebidan, ZiriTadad, iyeneben:

gasaRebis stimulirebas

reklamas



564

propagandas


testi 154

sawarmoo daniSnulebis saqonlis gasaRebis procesSi stimu-

lirebis saSualebebidan ZiriTadad iyeneben:

reklamas

propagandas

personalur gayidvas


testi 155

saqonlis bazarze danergvis etapze yvelaze efeqtiania:

reklama gasaRebis stimulireba

propaganda


testi 156

saqonlis sasicocxlo ciklis simwifis etapze ufro efeq-

tiania:

reklama


propaganda



565


testi 157

marketinguli komunikaciebis biujetis dadgenis meTodia:

konkurentebis mixedviT marketinguli komunikaciebis

biujetis gansazRvra

mosalodneli Semosavlebis mixedviT marketinguli

komunikaciebis biujetis dadgena

sabanko sesxebis aRebis SesaZleblobis mixedviT mar-

ketinguli komunikaciebis biujetis gansazRvra samive pasuxi sworia

testi 158

marketinguli komunikaciebis biujetis gansazRvras gayidvis

moculobidan procentuli wilis mixedviT ar axasiaTebs

Semdegi niSani:

warsulis gamocdilebaze dayrdnoba

sawarmos ganviTarebis perspeqtivebis gaTvaliswineba

saxsrebis gansazRvris proceduris sirTule

saxsrebis gansazRvris proceduris simartive

testi 159

marketinguli komunikaciebis biujetis dadgena sawarmos

miznebisa da amocanebis mixedviT xasiaTdeba Semdegi niSniT:

saxsrebis dadgenis proceduris simartive

saxsrebis dadgenis proceduris sirTule

mTlianad mimdinare mdgomareobaze damyareba




566

testi 160

perspeqtiul azrovnebas moiTxovs marketinguli komunikacie-

bis biujetis gansazRvra:

gayidvis moculobidan procentuli wilis mixedviT

naRdi saxsrebis mixedviT

konkurentebis mixedviT

sawarmos miznebisa da amocanebis mixedviT

testi 161

pirdapiri marketingis ZiriTad formebs ar miekuTvneba:

katalogebiT gayidva

telemarketingi saqonlis gayidva interaqtiul reJimSi

saqonlis gayidva distributoruli firmebis daxmare-

biT

testi 162

onlainuri marketingis arxia:

sawarmos Web-saiti

satransporto saSualebebi

telefoni




567

testi 163

globaluri kompiuteruli arxi Tavdapirvelad Seiqmna:

inglisSi

safrangeTSi

aSS-Si

iaponiaSi

testi 164

eleqtronuli teqnologiebiT ganxorcielebul yvela saxisyidva-gayidvas uwodeben:

eleqtronul maRazias

eleqtronul vaWrobas

eleqtronul bazrobas


testi 165

interaqtiuli marketingiT sargebloba ar gulisxmobs:

eleqtronuli maRaziis Seqmnas

eleqtronuli fostiT sargeblobas

sareklamo gancxadebis ganTavsebas internetSi

telemarketings

testi 166

popularuli Web-saitebis TvalSisacem adgilebze ganTavse-

bul patara Setyobinebas uwodeben:

barterul reklamas

mcocav reklamas

banerul reklamas



568

samive pasuxi ar aris swori

testi 167

marketinguli Web-saitze ar aris mocemuli:

xarjTaRricxva

produqciis katalogi

reklama

informacia konkursebze

testi 168

eleqtronuli biznesis ZiriTadi saxea:

B2B

C2B

B2C


testi 169

bi Tu bi aris:

eleqtonuli sacalo vaWroba

samomxmareblo sacalo eleqtronuli vaWroba eleqtronuli kerZo vaWroba

samrewvelo daniSnulebis saqonliT vaWroba

testi 170

sainformaciao magistrals xSirad uwodeben:

internets



569

eqstranets

intranets


testi 171

internetis funqciebSi ar Sedis:

komunikacia

informacia

adaptacia

eleqtronuli komercia

testi 172

Sidakorporaciuli qseli, romelic erTmaneTTan akavSirebs

sawarmoSi momuSave adamianebs operatiul reJimSi, aris:

interneti eqstraneti

intraneti


testi 173

kompiuteruli lokaluri qseli, romelic konkretuli sa-

warmos qsels akavSirebs mimwodeblebis, Suamavlebis da

sxva partniorebis qselebTan, aris:

eqstraneti

intraneti

interneti



570


testi 174

savaWro personalis marTvis procesis ZiriTad etapebSi ar

Sedis:

savaWro personalis saqmianobis strategiis gansaz-

Rvra

savaWro personalis struqturis dadgena

savaWro personalis SerCeva da daqiraveba savaWro personalis imijis formirebis RonisZiebebis

gatareba

testi 175

savaWro personalis saqmianobis ZiriTadi saxeebia:

informaciis gavrceleba kompaniasa da mis produqcia-

ze

momxmarebelTa momsaxureba

informaciis Sekreba


testi 176

personaluri gayidvis procesis ZiriTad etapebSi ar Sedis:

potenciuri klientebis gamoZebna

winaaRmdegobaTa daregulireba



571

mimwodeblebze zemoqmedebis moxdena

gayidvis Semdgomi momsaxureba

testi 177

adgilis marketings ar miekuTvneba:

sameurneo mSeneblobis zonis marketingi

miwis sakuTrebaze investiciebis ganxorcielebis mar-

ketingi dasasvenebeli adgilis marketingi

sazogadoebisTvis cnobili adamianebis marketingi

testi 178

momsaxurebis damaxasiaTebeli niSania:

wyarodan gamouyofloba garantirebuli xarisxi

advilad transportirebadoba

xangrZlivi Senaxvis SesaZlebloba

testi 179

cnobili adamianebis marketingi emyareba:

qvelmoqmedebas

Sexvedrebs xalxTan

garemos dasacavad gatarebul YRonisZiebebs




572

testi 180

calkeuli pirebis marketingidan yvelaze metad gavrcelebu-

lia:

politikosebis marketingi

maswavleblebis marketingi

eqimebis marketingi


testi 181

yvela qveyanaSi marketingis erTiani gegmiT muSaoba warmoad-

gens:

lokalur midgomas

globalur midgomas

wminda arastandartul midgomas

yvela pasuxi sworia

testi 182

saerTaSoriso marketingis ZiriTadi elementebia:

standartizacia

lokalizacia

globalizacia


testi 183

saerTaSoriso bazrebze arastandartuli marketinguli mid-

gomiT muSaobis procesSi firmebi:

ar iTvaliswineben adgilobriv moTxovnebs

ar iyeneben adgilobriv menejerebs



573

mmarTveloba ar aris centralizebuli

mmarTveloba aris centralizebuli

testi 184

sakontraqto SeTanxmebis formebSi ar Sedis:

frenSaizingi

pirdapiri investiciebi

licenzireba

subsanardo SeTanxmeba

testi 185

riskis done maRalia:

pirdapiri eqsportis dros

licenzirebis dros

frenSaizingis dros

pirdapiri investiciebis dros

testi 186

ama Tu im qveyanaSi biznesis wamowyebamde sawarmoebma unda

Seiswavlon Semdegi politikur-samarTlebrivi faqtori:

mosaxleobis migracia

saxelmwifo biurokratia

tradiciebi

mosaxleobis Semosavlebi



574

testi 187

firma Ford-ma ganviTarebul qveynebSi gasayidad specialu-

rad daamzada traqtorebi, rac Sedis:

saqonlis modifikaciis strategiaSi

“uku” gamogonebis strategiaSi

produqtis adaptaciis strategiaSi


testi 188

saerTaSoriso marketingSi miRebul ZiriTad gadawyvetile-

bebSi ar Sedis:

saerTaSoriso bazarze (an bazrebze) gasvlis mizanSe-wonilebis dadgena

saerTaSoriso marketinguli garemos analizi

saerTaSoriso marketinguli kompleqsis struqturis

dadgena

saerTaSoriso kreditis miRebis SesaZleblobebis gan-

sazRvra

testi 189

kompaniam aucileblad unda Seamciros sazRvargareTuli baz-

rebis raodenoba, Tu:

maRalia axal bazrebze gasvlis da muSaobis xarjebi



575

mniSvnelovania produqciis adaptaciis da komunikaci-

is saSualebebis gamoyenebis xarjebi

saxelmwifoTa mTavrobebis da bazarze gabatonebuli

firmebis mier dawesebulia bazarze SeRwevis maRali

barierebi

yvela pasuxi sworia



576

testebis pasuxebi

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t

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s

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t

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t

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s

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s

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r

t

e

s

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t

e

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S

s

u

s

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r

t

e

s

t

i

s

o

r

t

e

s

t

S

s

u

s

n

o

r

1 4 21 3 41 2 61 3 81 3

2 2 22 4 42 4 62 3 82 2

3 2 23 2 43 3 63 2 83 3

4 3 24 3 44 4 64 1 84 1

5 3 25 4 45 3 65 3 85 4

6 2 26 4 46 4 66 4 86 4

7 1 27 2 47 4 67 1 87 1

8 3 28 4 48 1 68 4 88 1

9 3 29 2 49 2 69 4 89 2

10 2 30 4 50 1 70 3 90 3

11 1 31 4 51 1 71 1 91 1

12 4 32 1 52 2 72 1 92 4

13 3 33 3 53 4 73 4 93 4

14 1 34 4 54 3 74 4 94 4

15 3 35 4 55 1 75 4 95 3

16 1 36 1 56 1 76 4 96 4

17 2 37 4 57 4 77 3 97 1

18 2 38 3 58 1 78 4 98 2

19 1 39 4 59 1 79 2 99 4

20 3 40 2 60 1 80 3 100 2



577

101 3 121 1 141 3 161 4 181 2

102 2 122 2 142 3 162 1 182 1

103 4 123 2 143 3 163 3 183 3

104 3 124 4 144 2 164 2 184 2

105 2 125 3 145 1 165 4 185 4

106 3 126 1 146 3 166 3 186 2

107 3 127 1 147 1 167 1 187 3

108 3 128 2 148 2 168 4 188 4

109 3 129 1 149 4 169 4 189 4

110 4 130 1 150 4 170 1

111 2 131 2 151 1 171 3

112 3 132 3 152 3 172 3

113 3 133 4 153 2 173 1

114 2 134 2 154 3 174 4

115 2 135 4 155 1 175 4

116 1 136 4 156 2 176 3

117 3 137 2 157 1 177 4

118 4 138 4 158 3 178 1

119 4 139 1 159 2 179 4

120 1 140 1 160 4 180 1



578

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