manana nanitaSvili

giorgi SublaZe

marketingis menejmenti

gamomcemloba `universali~
Tbilisi 2014
 `marketingis menejmentis~ saxelmZRvaneloSi ganxilulia
iseTi aqtualuri sakiTxebi rogoricaa: marketingis menej-
mentis koncefciebi; marketinguli dagegmva da kontroli;
marketinguli sainformacio sistema da garemo; marketingu-
li kvlevebi da moTxovnis prognozireba; faseulobaTa Seq-
mna da momxmarebelTa dakmayofileba; bazris segmentacia da
savaWro markebis pozicireba; marketinguli komunikaciebis
damuSaveba da marTva; muSaoba globalur bazarze da sxv.
gankuTvnilia umaRlesi saswavleblebis studentebisaT-
vis, agreTve marketingis menejmentis sakiTxebiT daintere-
sebuli menejerebisa da specialistebisaTvis.

redaqtori ekonomikis mecnierebaTa doqtori,

profesori manana nanitaSvili

recenzentebi: Tsu, asocirebuli profesori

nana oqruaSvili

Tsu, akademiuri doqtori

maia seTuri

© m. nanitaSvili, g. SublaZe, 2014

gamomcemloba `universali~, 2014

Tbilisi, 0179, i. WavWavaZis gamz. 19, : 2 22 36 09, 5(99) 17 22 30
E-mail: universal@internet.ge

ISBN 978-9941-22-258-0
 Sinaarsi
Sesavali ........................................................................................ 7

Tavi 1. marketingis menejmentis koncefciebi

1.1 marketingis cneba XXI saukuneSi da marketingis
menejmentis koncefciebi ...................................... 10
1.2 marketingis ganviTareba axali ekonomikis
pirobebSi .................................................................... 27
1.3 marketingis Tanamedrove tendenciebi da
qarTuli marketingis ganviTareba ..................... 37
daskvnebi ................................................................................... 44

Tavi 2. marketinguli dagegmva da kontroli

2.1. marketinguli faseuloba da xolistikuri
marketinguli orientacia............................................ 47
2.2. strategiuli dagegmva da analizi ............................ 54
2.3. marketingis organizacia da menejmenti .................. 70
daskvnebi ................................................................................... 76

Tavi 3. marketinguli sainformacio sistema da

garemo
3.1. Tanamedrove marketinguli sainformacio sistemis
komponentebi da monacemTa banki ............................... 78
3.2. marketinguli kvleva da benCmarkingi rogorc
marketingul kvlevaTa saxe ......................................... 86
3.3. makrogaremos ZiriTadi faqtorebi .......................... 93
daskvnebi ................................................................................... 99

Tavi 4. marketinguli kvlevebi da moTxovnis

prognozireba
4.1. marketinguli kvlevebis sistema da marketinguli
kvlevis procesis etapebi ............................................. 102
4.2. marketingis efeqtianoba da marketing-miqsis
modelireba ....................................................................... 118
4.3. moTxovnis prognozireba da Sefaseba ...................... 124
daskvnebi ................................................................................... 130
3
Tavi 5. faseulobis Seqmna da momxmarebelTa
dakmayofileba
5.1. faseuloba rogorc momxmarebelTa dakmayofilebis
piroba ................................................................................. 132
5.2. saqoneli rogorc samomxmareblo faseuloba ....... 140
5.3. momxmarebelTa mizidva da maTTan kavSirebis
SenarCuneba ....................................................................... 144
daskvnebi ................................................................................... 152

Tavi 6. samomxmareblo da saqmiani bazrebis analizi

6.1. momxmarebelTa qcevaze moqmedi faqtorebi da
motivaciis Teoriebi ..................................................... 154
6.2. yidvis Sesaxeb gadadwyvetilebis miRebis
procesi .............................................................................. 162
6.3. organizaciuli Sesyidvebi da maTi marTva ............. 169
daskvnebi ................................................................................... 176

Tavi 7. bazris segmentireba da miznobrivi segmentis

arCeva
7.1. bazris segmentirebis doneebi da niSnebi ................. 179
7.2. bazris miznobrivi segmentebis arCeva ....................... 190
7.3. moTxovnis gazomva ........................................................... 197
daskvnebi ................................................................................... 200

Tavi 8. savaWro markebis Seqmna da pozicireba

8.1. savaWro markebis roli .................................................. 202
8.2. samarko kapitalis formireba da marTva ................. 207
8.3. brendingis strategiis damuSaveba............................ 213
8.4. savaWro markis pozicireba da saqonlis sasicocxlo
cikli ................................................................................... 218
daskvnebi ................................................................................... 228

4
Tavi 9. konkurenciis problemebi da sasaqonlo
strategia
9.1. konkurenciis faqtorebi, koncefciebi da bazris
liderebis konkurentuli strategiebi .................... 230
9.2. sasaqonlo strategiis formireba ............................ 243
9.3. momsaxurebis damuSaveba da servisis marTva ......... 254
daskvnebi ................................................................................... 258

Tavi 10. safaso strategiebisa da programebis damu-

Saveba
10.1. faswarmoqmna da fasis dadgenis etapebi................. 261
10.2. fasis adaptacia da misi strategiebi ....................... 276
10.3. fasebis iniciativuri da reaqciuli cvlileba .... 282
daskvnebi ................................................................................... 287

Tavi 11. marketinguli arxebis organizacia da

logistika
11.1. marketinguli arxebi da partnioruli qseli ...... 289
11.2. gavrcelebis arxebis funqciebi ............................... 292
11.3. vaWrobis menejmenti da marketinguli
logistika.......................................................................... 301
daskvnebi ................................................................................... 318

Tavi 12. faseulobis win waweva

12.1. marketinguli komunikaciebis damuSaveba da
marTva ........................................................................................ 320
12.2. masobrivi komunikaciebis marTva ............................ 334
12.3. piradi komunikaciebis marTva ................................... 354
12.4. win waweva rogorc marketinguli komunikaciebis
procesi .............................................................................. 362
daskvnebi ................................................................................... 364

Tavi 13. axali sabazro miwodebebis damuSaveba

13.1. axali saqonlis damuSavebis organizacia ............ 368
13.2. axali saqonlis damuSavebis procesis marTva ..... 375
13.3. momxmareblis mier axali saqonlis miRebis
procesi .............................................................................. 386
daskvnebi ................................................................................... 390
5
Tavi 14. muSaoba globalur bazarze
14.1. konkurencia globaluri masStabiT da .................. 392
gadawyvetileba sagareo bazarze gasvlis Sesaxeb
14.2. sagareo bazarze gasvlis marketinguli programis
damuSaveba da organizacia........................................... 403
14.3. efeqtiani marketingis organizaciis Tanamedrove
procesebi .......................................................................... 412
daskvnebi ................................................................................... 416

Tavi 15. xolistikuri marketinguli organizaciis

menejmenti
15.1. tendenciebi marketingis praqtikaSi ...................... 418
15.2. kreatiuli marketinguli organizaciis Seqmna... 428
15.3. socialuri marketingi. marketingis momavali .... 435
daskvnebi ................................................................................... 445

danarTi(slaidebi) ................................................................ 447

glosariumi ................................................................................. 452
literatura ................................................................................ 471

6
 Sesavali
marketingis rogorc mecnierebisa da xelovnebis (praqti-
kuli saqmianobis) popularoba yovelwliurad izrdeba. amJa-
mad marketingi erT-erTi aucilebeli disciplinaa sabazro
ekonomikis pirobebSi, xolo marketingis spcialistebi (mar-
ketologebi, marketerebi) yvelaze popularuli specialis-
tebi arian menejerebTan erTad Sromis bazarze. es ganpiro-
bebulia imiT, rom nebismieri sawarmo (firma) globalizaciis
dros warmatebulad ver ifunqcionirebs bazarze Tanamedrove
marketingis gamoyenebisa da Sesabamisi specialistebis efeq-
tiani saqmianobis gareSe. winaaRmdeg SemTxvevaSi igi gakot-
rdeba konkurentebTan sabazro upiratesobaTa miuRwevlobis
gamo.
firmis (kompaniis) finansuri warmateba xSirad damokide-
bulia mis marketingul saqmianobaze. finansebi, warmoeba
(biznesi), buRalteria da kompaniis (organizaciis) saqmianobis
sxva mxareebi arc ise mniSvnelovania, Tu mis saqonelsa da
momsaxurebaze ar aris sakmarisi moTxovna, romelic aZlevs ki-
devac firmas SesaZleblobas miiRos mogeba. marketingi iwyeba
organizaciis menejmentiT. bevr organizaciaSi (kompaniaSi)
arsebobs marketingis direqtoris Tanamdeboba, rac ayenebs
marketinguli samsaxuris menejers erT doneze iseT sxva top-
menejerebTan, rogoricaa aRmasrulebeli an finansuri di-
reqtori.
magram marketingi arc ise martivia, rogorc erTi SexedviT
Cans. igi aqilevsis quslia odesRac ayvavebuli firmebisaTvis.
swori marketinguli gadawyvetilebebis miReba arc Tu ise
martivi saqmea. marketingis menejerebs uwevT mravali sakiTxis
gadawyveta, dawyebuli iseTi mniSvnelovani sakiTxebiT, ro-
goricaa saqonlis Tvisebebi, misi gayidvis fasebi, adgilebi,
gasaRebis (reklamis) danaxarjebi da damTavrebuli iseTi um-
niSvnelo sakiTxiT rogoricaa produqtis (saqonlis) SefuTva.
yvelaze didi riskis qveS eqcevian firmebi, romlebic ver am-
Cneven cvlilebebs.
marketingis menejmenti moiazreba rogorc XXI saukunis
marketingi, romelic axali ekonomikis moTxovnilebiTaa ganpi-
robebuli. axali ekonomika emyareba eleqtronul revolucias
da momxmareblebis, saqonlis, fasebis, konkurentebisa da mar-
ketinguli garemos yvela aspeqtis Sesaxeb informaciis mar-
Tvas. sawarmoebi (firmebi), romlebic iyeneben axal teqno-

7
logiebs, aRweven did warmatebas konkurent firmebTan Sedare-
biT, rac axali teqnologiebis gamoyenebasTan erTad gamoiw-
via marketingis iseTma axalma koncefciebma, rogoricaa mom-
xmarebelze orientacia, momxmareblebisaTvis sasurveli fa-
seulobis Seqmna, momsaxurebis xarisxisa da gacvlis efeqti-
ani meqanizmebi, momxmareblebTan urTierTobaTa menejmenti.
marketingi gaxda aqtualuri yvelasaTvis, miuxedavad misi
saqmisa (obieqtisa): saqoneli, momsaxureba, qoneba, adamianebi,
adgilebi, movlenebi, informacia, ideebi da organizaciebi. am-
rigad, progresuli cvlilebebi ganicades firmebma da mar-
ketingma internetisa da axali teqnologiebis zegavleniT.
internet-biznesi aris ara marto axali teqnologiebi, es
aris axali organizaciuli gadawyvetilebebi da strategiebi,
saqonlis miwodebisa da momsaxurebis axali meTodebi. axali
garemo ara marto qmnis axal pirobebs sabazro urTierTmoq-
medebisaTvis, aramed afarToebs kidevac arsebuli gadawyveti-
lebebisa da strategiebis farglebs. axali ekonomika Tana-
medrove teqnologiebis sagfuZvelze SesaZleblobas iZleva
Tvisebrivad axal doneze amaRldes momxmarebelTa momsaxu-
reba. axali ekonomikisaTvis damaxasiaTebelia axali momxmare-
beli, romelic cxovrobs virtualur samyaroSi da moiTxovs
biznesis warmarTvas axali standartebis safuZvelze.
winamdebare `marketingis menejmentis~ saxelmZRvanelos
Sedgenas safuZvlad daedo msoflioSi marketingis klasiko-
sad aRiarebuli amerikeli profesoris filip kotleris ru-
sul enaze gamocemuli wigni `Маркетинг менеджмент. Экспресс-
Курс~ (2005) da f. kotleris da brendingis msoflioSi erT-erTi
cnobili specialistis k. keleris axali wigni `Маркетинг менед-
жмент~ (me-12 gamocema, 2007). miuxedavad imisa, rom maTSi ma-
galiTebi motanilia sazRvargareTuli firmebidan da emya-
reba ucxour modelebs, am wignis Rirseba upirveles yovlisa
is aris, rom analogiuri gamocema ar arsebobs qarTul enaze1
da rac mTavaria, igi universaluria, moicavs Tanamedrove
marketingis yvela sakvanZo sakiTxs msoflio globaluri ten-
denciebis gaTvaliswinebiT, romlebic gadmocemulia lako-
nurad (wigni ar aris sqeltaniani, ar daafrTxobs potenciur
mkiTxvelebs, rac saxelmZRvanelosaTvis arsebiTi aspeqtia).

1
Tu mxedvelobaSi ar miviRebT 2009 wels gamocemul g. SublaZis, b.
mRebriSvilis da l. dolikaSvilis damxmare saxelmZRvanelos `mar-
ketingis menejmenti~, romelic Sedgeba aTi Tavisagan.
8
am saxiT saswavlo kursi iZleva sxvadasxva marketingul si-
tuaciebTan adaptirebis SesaZleblobas da igi SeiZleba saWi-
roebis SemTxvevaSi Seivsos qeisebiT, davalebebiT, proeqte-
biT.
saxelmZRvanelos avtorebia ekonomikis mecnierebaTa doq-
torebi, profesoriebi m. nanitaSvili (Tavebi 1.3., 2.1., 6, 7, 8,
9, 10, 11, 12, 13, 14, 15, danarTi) da g. SublaZe (Sesavali, Tavebi
1, 2, 3, 4, 5, glosariumi).
avtorebi madlierebiT miiReben yvela saqmian SeniSvnasa
da winadadebas am saxelmZRvanelos gasaumjobeseblad.

9
 Tavi 1. marketingis menejmentis
koncefciebi
1.1. marketingis cneba XXI saukuneSi da
marketingis menejmentis koncefciebi

marketingi, rogorc mecnierebis erT-erTi dargi, xasiaTde-

ba Teoriuli koncefciebisa da meTodikebis farTo arsena-
liT, romlebic ganicdian mudmivad srulyofas qveynis eko-
nomikasa da biznesSi mimdinare Zvrebisa da globalizaciis
procesebis ganviTarebis Sesabamisad.
Tanamedrove - XXI saukunis marketingi warmoadgens axali
ekonomikis epoqis gamowvevas. axalma ekonomikam sawarmoebsa da
organizaciebs (firmebs) moutana warmateba, romlebic klien-
tTa (momxmarebelTa) moTxovnilebebis dasakmayofileblad
mimarTaven progresul teqnologiebs, iyeneben ra marketin-
gis iseT koncefciebs, rogoricaa: orientacia momxmarebelze,
faseuloba momxmarebelTaTvis, momsaxurebis xarisxi da gac-
vlis efeqtiani meqanizmebi. axali ekonomikisagan gansxvavebiT,
Zveli ekonomika emyareba samrewvelo revolucias da samrew-
velo dargebis marTvas. imisaTvis, rom SeemcirebinaT xarje-
bi mwarmoeblebi miznad isaxavdnen TavianTi sabazro wilebis
mudmivad gazrdas da efeqtianobis amaRlebas warmoebis mas-
Stabebis gadidebis xarjze. efeqtianobisTvis isini axdendnen
warmatebuli procesebisa da politikis gameorebas TiToeul
geografiul bazarze da operaciebs warmarTavdnen ierarqi-
is mixedviT, rodesac mTavari (generaluri) menejeri aZlev-
da miTiTebebs saSualo rgolis menejerebs, romlebic Tavis
mxriv brZanebebs gascemdnen Zireuli rgolis menejerebs war-
matebuli sawarmoo procesebis gansaxorcieleblad.
axali ekonomika emyareba cifrul eleqtronul revolu-
cias da momxmareblebis, produqtebis, fasebis, konkurente-
bisa da marketinguli garemos yvela aspeqtis Sesaxeb infor-
maciis marTvas. aseT pirobebSi SesaZlebelia bazris Sesaxeb
mravalferovani informaciis nakadis optimizacia, jerovani
analizi, personalizeba da mokle periodSi gagzavna eleqtro-
nuli saxiT mravalricxovani adresatebisaTvis. arian ra uz-
runvelyofili xelmisawvdomi informaciiT SeTavazebuli fa-
sisa da myidvelTan ukukavSiris sistemis Sesaxeb, momxmareb-
lebs (myidvelebs) SeuZliaT miiRon ufro optimaluri gadawy-
vetilebebi yidvis Sesaxeb.
10
 axalma ekonomikam mTeli rigi axali SesaZleblobei Seuq-
mna momxmareblebs:
¾ myidvelobiTi unarianobis arsebiTi zrda;
¾ saqonlisa da mravalferovani momsaxurebis arCevanis ga-
dideba;
¾ informaciis uaRresad didi moculoba;
¾ SekveTebis ganTavsebisa da Sesrulebis sistemis gamar-
tiveba;
¾ produqtebsa da momsaxurebaze gamoxmaurebis Sedarebis
SesaZlebloba.
¾ axalma ekonomikam axali SesaZleblobebi moutana fir-
mebsac:
1) informaciisa da saqonlis win wawevis axali mZlavri ar-
xebi uzarmazari geografiuli regionebiT. erT an ram-
denime `veb-saitebis~ gverdebze firmas SeuZlia gana-
Tavsos Tavisi produqtebisa da momsaxurebis aRwera,
mouTxros Tavisi istoriis, biznesis filosofiis (mar-
ketingis) Sesaxeb, miawodos saWiro informacia dainte-
resebul pirebsa da organizaciebs. cnobili firmebi ga-
naTavseben xolme TavianT saitebze sqeltanian katalo-
gebs, romelTa meSveobiT mTeli msoflios masStabiT
momxmareblebs SeuZliaT moiZion da SeukveTon sxvadas-
xva saqoneli;
2) firmebs SeuZliaT Seagrovon ufro sruli da mdidari
informacia bazrebis, momxmareblebis (klientebis), per-
speqtivebisa da konkurentebis Sesaxeb. atareben ra mar-
ketingul kvlevebs internetis gamoyenebiT, marketin-
gis samsaxurs (specialistebs) SeuZliaT gamokiTxvis ma-
salebi (anketa da sxv.) gaavrcelon da Seagrovon amosa-
vali monacemebi gansxvavebuli wesebiT;
3) firmebi iyeneben Siga qselebs (internets), romlebic
amartiveben da aCqareben saSinao komunikaciebs, rac Se-
saZleblobas aZlevs muSakebs urCion erTmaneTs da gau-
wion konsultacia, iswavlon warmoebidan mouwyvetlad,
ganaaxlon saSinao instruqciebi da samaxsovroebi, isar-
geblon aucilebeli informaciiT saSinao wyaroebidan.
garda amisa, firmebs SeuZliaT gamoiyenon interneti or-
mxrivi komunkaciisaTvis momxmareblebTan, mimwodebleb-
Tan, distributorebTan da sxv.
4) marketingis specialkistebs SeuZliaT ufro efeqtianad
gaavrcelon sareklamo gancxadebebi, kuponebi, nimuSebi
11
 da informacia, romlebic sainteresoa momxmareblebi-
saTvis. ramdenadac firmebi erTdroulad arian gamyid-
velebi da myidvelebi, isini Rebuloben mniSvnelovan
ekonomias internetis gamoyenebiT konkurentebis fase-
bis Sedarebisa da masalebis SesyidvisaTvis `onlainis~
auqcionebis meSveobiT an sakuTari pirobebis SeTavaze-
biT. dabolos, firmebs SeuZliaT arsebiTad gaaumjobe-
son logistika1 da Seamciron xarjebi, agreTve aamaR-
lon momsaxurebis sizuste da xarisxi informaciis gac-
vlis saSualebiT `onlainis~ reJimSi, SekveTebis ganTav-
seba, operaciaTa Catareba, gadaxdebis ganxorcieleba
firmebs Soris, biznesis partniorebsa da klientebs So-
ris.
samrewvelo revoluciis epoqisagan gansxvavebiT, romelic
xasiaTdeboda masobrivi warmoebiTa da masobrivi moxmarebiT,
saqonliT gavsebuli maRaziebiT, intensiuri reklamiTa da
daTmobebiT, informaciuli epoqa uzrunvelyofs warmoebis
ufro zust doneebs, ufro miznobriv komunikacias da ufro
dabalansebuli fasebis (safaso) politikas. XXI saukunis mar-
ketingi gulisxmobs firmis marketingul saqmianobas yvela am
axali faqtoris gavlenis gaTvaliswinebiT.
marketingi is fenomenia, romlis saSualebiT xorcieldeba
adamianiseuli gadaxdisunariani moTxovnilebebis (moTxovnis)
identificireba da dakmayofileba. marketingis Sesaxeb arse-
bobs Zalian bevri ganmarteba, magram yvelaze gavrcelebulia
ganmarteba, romelic ekuTvnis f. kotlers: `marketingi adami-
aniseuli saqmianobis saxeobaa, romelic mimarTulia saWiroe-
baTa da moTxovnilebaTa dasakmayofileblad gacvlis saSua-
lebiT~.2 marketingis erT-erTi mokle gansazRvra JRers ase:
`marketingi moTxovnilebaTa mogebiani dakmayofilebaa~.3
marketingis yvelaze srulyofili ganmarteba aseTia: `mar-
ketingi aris saqonelze (momsaxurebaze da sxv.) moTxovnis Ses-
wavla-prognozireba da dakmayofilebis uzrunvelyofa gac-
vlis saSualebiT mogebis misaRebad~.4 Tanamedrove pirobebSi

1
logistika ganxilulia me-11 TavSi.
2
Котлер Ф., Основы маркетинга. М., 1990, с. 47.
3
Котлер Ф., Келлер К. Л., Менеджмент маркетинг. Питер, 2007, с. 30.
4
marketingis safuZvlebi. saxelmZRvanelo prof. g. SublaZis redaqciiT,
Tb., 2009, gv. 29-30. ix. agreTve Jurnali `Маркетинг в России и за рубежом~, #4,
2011 (statia `marketingis arsisa da funqciebis Sesaxeb. am Jurnalis
saredaqcio sabWos wevria filip kotleri.
12
firmebi cdiloben kerZo an sazogadoebrivi moTxovnilebebi
aqcion mogebis miRebis SesaZleblobebad. magram iseTi cnobi-
li firmebi, rogoricaa Sears, Levi Strauss, General Motors, Kodak an
Xerox, waawydnen ra momxarebelTa axal SesaZleblobebsa da
axal konkurentebs, iZulebulni Seiqmnen gadaesinjaT (Seec-
valaT) TavianTi biznes-modelebi. firmebma kargad unda Seis-
wavlon TavianTi momxmareblebi da konkurentebi, mudmivad
srulyon TavianTi SeTavazebebi, gulmodgined gansazRvron
miznobrivi bazrebi, erTgulad emsaxuron momxmareblebs, mim-
wodeblebisa da partniorebis dakmayofilebas gavrcelebis
arxebis mixedviT. arian firmebi, romlebic uars amboben mar-
ketingis saerTod aRiarebul wesebze, bazrebis farTo gamok-
vlevebsa da ZviradRirebul reklamaze da uaRresad ekonomi-
urad anawileben TavianT SezRudul resursebs, inarCuneben
mWidro kontaqts momxmareblebTan da Rebuloben originalur
gadawyvetilebebs maTi moTxovnilebebis dasakmayofileblad.
isini qmnian myidvelTa klubebs, SemoqmedebiTad iyeneben kav-
Sirebs sazogadoebriobasTan da yuradRebas amaxvileben sa-
qonlis xarisxze.
marketinguli saqmianobis sferoSi moiazreba 10 obieqti:
1) materialuri dovlaTi (saqoneli), qveynebis umravle-
sobaSi materialuri dovlaTi (saqoneli) sawarmoo (biz-
nesur) da marketingul ZalisxmevaTa ZiriTadi obieqtia.
amerikuli ekonomika yovelwliurad awarmoebs da uSvebs
bazrebze miliardobiT sxvadasxva saqonels: kartofili
da kvercxidan foladamde da ekonomikisTvis sxva umniSv-
nelovanes produqtebamde. internetis saSualebiT SeuZ-
liaT fizikur pirebsac warmatebiT gayidon nebismieri
saqoneli;
2) momsaxureba. ekonomikisa da biznesis ganviTarebis kva-
lobaze farTovdeba momsaxurebis sferoc. Tanamedrove
amerikis ekonomikaSi Tanafardoba momsaxurebasa da war-
moebas Soris Seadgens 70/30. momsaxurebis sferos mie-
kuTvneba aviakompaniebis, sastumroebis saqmianoba, ada-
mianTa janmrTelobis dacvisa da mkurnalobis sistemebi,
agreTve buRaltrebis, iuristebis, inJinrebis, eqimebis
profesiuli momsaxureba bevri sabazro miwodeba war-
moadgens saqonlis (materialuri dovlaTis) da momsaxu-
rebis sxvadasxva xarisxiT Sexamebas;
3) gamocdileba. ramdenime momsaxurebisa da saqonlis Se-
xamebiT SeiZleba Seiqmnas gamocdileba moxdes bazarze

13
 misi demonstrireba da realizeba: u. disneis zRapruli
samefo da `xard-rok kafe~ aseTi gamocdilebis magali-
Tebia;
4) movlenebi. marketologebi (marketing-mkvlevarebi) aq-
tiurad monawileoben iseT movlenebSi, rogoricaa olim-
piuri TamaSebi, gamofena-gayidvebi, xelovnebisa da kul-
turis RonisZiebebi da sxv.
5) pirovnebebi. saxelganTqmuli adamianebis bazari xdeba
erT-erTi mniSvnelovani bazari. mxatvrebi, musikosebi,
cnobili eqimebi, iuristebi, finansistebi da sxva pro-
fesionalebi TanamSromloben marketingis specialis-
tebTan saxelganTqmuli pirebis bazrebze;
6) adgilebi (geografiuli teritoriebi). turistebis
mizidvis da sawarmoo struqturebis ganlagebisaTvis
aqtiurad ibrZvian qalaqebi, regionebi da saxelmwifoe-
bi. geografiuli teritoriebis bazrebis subieqtebad
gvevlinebian ekonomikisa da biznesis spcialistebi da
menejerebi, komerciuli bankebi, adgilobrivi biznes-
asociaciebi, sareklamo samsaxurebi da sxv.;
7) sakuTreba. sakuTrebaSi moiazreba uZravi qonebac da
finansebic (fasiani) qaRaldebic. sakuTreba yidva-ga-
yidvis obieqtia, romelic saWiroebs gansazRvrul mar-
ketingul Zalisxmevas Sesabamisi firmebisagan (kompanie-
bisagan);
8) organizaciebi. organizaciebi aqtiurad muSaoben sa-
zogadoebaSi kargi imijis Sesaqmnelad. kompaniebi, uni-
versitetebi, muzeumebi da sakoncerto organizaciebi
warmatebis mosapoveblad konkurentul brZolaSi rek-
lamas uweven da inarCuneben TavianT pozitiur imijs;
9) informacia. sul ufro izrdeba informaciis mniSvne-
loba ekonomikasa da biznesSi. informaciis mimwodeblebi
Sesabamisi samecniero-kvleviTi dawesebulebebi (pirvel
rigSi marketingis institutebi), universitetebi; encik-
lopediebis, samecniero da specialuri literaturisa
da Jurnalebis gamomcemlobebi; kompaqt-diskebis Cawe-
ris studiebi; `veb-saitebis~ iniciatorebi internetSi;
10) ideebi. ZiriTadi idea TiToeuli sabazro miwodebis
birTvi da fulia. sabazro miwodebaSi igulisxmeba saqo-
neli da momsaxureba, rogorc momxmareblebamde gansaz-
Rvruli ideis anu sargeblobis dayvanis wesi, romelic
akmayofilebs raime sakvanZo moTxovnilebas.

14
 firmebis marketingulma samsaxurebma unda gamoiyenon baz-
rebze aqtiuri saqmianobis gamocdileba moTxovnis stimuli-
rebisaTvis marketingis aRniSnul 10 obieqtze. iseve rogorc
warmoebisa da logistikis (momarageba-gasaRebis) menejerebi
pasuxs ageben miwodebebisa da Sesyidvebis marTvaze, marketin-
gis menejerebi pasuxs ageben sxvadasxva moTxovnis mdgomare-
obis regulirebaze:
¾ negatiuri moTxovnis (momxmareblebs ar surT SeiZinon
SeTavazebuli saqoneli);
¾ latenturi (faruli) moTxovnis, rodesac arsebuli
moTxovnileba ar SeiZleba dakmayofildes arsebuli sa-
qonliT;
¾ araregaluri moTxovnis, romelic icvleba sezonis, kvi-
ris dReebis an dRis saaTebis mixedviT;
¾ sruli moTxovnis, romlis drosac miwodeba akmayofi-
lebs moTxovnas;
¾ gazrdili moTxovnis, rodesac saqonelze moTxovnile-
ba aRemateba mis miwodebas;
¾ arajansaRi moTxovnis (adamianis janmrTelobisTvis sa-
ziano an saSiSi saqonlis SeZenis survili).
marketingis menejerebma organizaciis winaSe dasaxuli amo-
canebis Sesasruleblad unda gaataron saTanado RonisZiebe-
bi fasebis donesa da struqturaze zemoqmedebisTvis. amasTan
maT mier gadasawyvetia mravali sakiTxi _ dawyebuli did-
mniSvnelovani sakiTxebiT, romlebic Seexeba axali saqonlis
Tvisebebs, gayidvebis organizacias, naklebad mniSvnelovani
iseTi sakiTxebis gadawyvetamde rogoricaa saqonlis SefuT-
vis feri da gaformeba.
marketingi, rogorc mecnierebis erT-erTi dargi, xasiaT-
deba Teoriuli koncefciebisa da meTodebis farTo arCeva-
niT, romelic exmareba firmis xelmZRvanelobas miiRon marke-
tinguli gadawyvetilebebi. isini gansxvavdebian marketingis
socialuri da mmarTvelobiTi (menejmenturi) TvalsazrisiT.
socialuri TvalsazrisiT marketingi socialuri procesia,
romelic mimarTulia individebisa da jgufebis gadaxdisuna-
rian moTxovnilebaTa dakmayofilebaze faseuli saqonlisa da
momsaxurebis Seqmna-miwodebisa da gacvlis saSualebiT.
praqtikuli poziciidan marketingi xSirad xasiaTdeba ro-
gorc saqonlis gayidvis realizaciis xelovneba. sul ufro
met mniSvnelobas iZens Tanamedrove marketingis rogorc mar-
ketingis menejmentis koncefcia. `marketingis menejmentis~
15
cnebaSi xSirad gulisxmoben sawarmos (firmis) menejments mar-
ketingis principebis safuZvelze. zogjer xmaroben `marke-
tingul marTvas~, naklebad _ `marketingis marTvas~. bolo
termini ufro viwroa da misi gamoyeneba umarTebuloa, vinai-
dan marketingis menejmentis cnebaSi igulisxmeba firmis mTe-
li saqmianobis marTva (menejmenti) marketingis principebze.
f. kotleri da k. keleri marketingis menejments ganixila-
ven rogorc `miznobrivi bazrebis arCevis, myidvelTa mizid-
vis, SenarCunebisa da ganviTarebis xelovnebasa da mecnie-
rebas maTTvis mniSvnelovan faseulobaTa Seqmnis, miwode-
bisa da win wawevis saSualebiT~.1 marketingis amerikuli aso-
ciacia marketingis menejments gansazRvravs rogorc ideis,
saqonlis da momsaxurebis win wawevisa da gavrcelebis, fas-
warmoqmnis politikis, zogadi koncefciis dagegmvisa da rea-
lizaciis process, romelic mimarTulia individualuri da
organizaciuli miznebis damakmayofilebeli gacvlebis gan-
xorcielebaze.2 gacvlebis procesebis efeqtiani marTvisTvis
saWiroa jerovani Zalisxmeva da gamocdileba. marketingis me-
nejmenti ganixileba rogorc marketingis fuZemdebluri kon-
cefciebis gamoyenebis mecniereba da xelovneba miznobrivi
bazrebis SerCevis, axal momxmarebelTa mizidvisa da maTi wris
gafarToebisTvis maRalxarisxiani saqonlisa da momsaxurebis
Seqmnisa da SeTavazebis saSualebiT.
marketingis ukeT gagebisTvis saWiroa mis ZiriTad cnebeb-
Si (sakvanZo koncefciebSi) garkveva. sakvanZo koncefciebia:
¾ miznobrivi bazrebi da segmentacia;
¾ bazris aqtiuri subieqtebi da potenciuri klientebi;
¾ saWiroeba, moTxovnileba da moTxovna;
¾ saqoneli anu miwodeba;
¾ faseuloba da momxarebelTa dakmayofileba;
¾ gacvla da transaqciebi;
¾ urTierTobebi partniorebs Soris da saqmiani qseli;
¾ marketinguli arxebi;
¾ miwodebaTa jaWvi;
¾ konkurencia;
¾ marketinguli garemo;
¾ marketing-miqsi.

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 31.
2
Котлер Ф., Маркетинг менеджмент. 2005, с. 22.
16
 TiToeul momxmarebels moswons avtomobilebis gansazRv-
ruli markebi da modelebi, televizorebi `sonis~ firmis,
eleqtrosaparsi, firma `filipsis~ da a. S. amrigad, marketingi
iwyeba bazris segmentaciiT. firmebis marketingis samsaxure-
bi gansazRvraven myidvelTa (momxmarebelTa) jgufebs (mom-
xmarebelTa tipologia), romlebic amjobineben ama Tu im sa-
qonels. segmentacia xorcieldeba momxmarebelTa demografi-
ul, fsiqografiul da qceviT maxasiaTeblebSi gansxvavebaTa
safuZvelze. firmebma unda gadawyviton maTTvis miznobrivi
bazris (segmentis) mixedviT momxmarebelTa moTxovna rogor
SeiZleba ukeT dakmayofildes. am mizniT isini saxaven saTana-
do RonisZiebebs Sesabamisi sabazro miwodebis uzrunvelsa-
yofad. magaliTad, kompania `volvo~ qmnis avtomobilebis mo-
delebs myidvelebze orientaciiT, romlebisTvisac priori-
tetulia usafrTxoebis yvelaze maRali done.
marketingis kidev erTi sakvanZo koncefcia ganasxvavebs
bazris aqtiur subieqtebsa da potenciur myidvelebs. bazris
aqtiuri subieqti (firma-mimwodebeli) aris mxare, romelic
eZebs pasuxs Tavis winadadebaze (yuradRebis mipyrobis, Ses-
yidvis formiT) meore mxarisagan, romelic potenciuri myid-
velia (momxmarebelia). Tu orive mxare eZebs erTmaneTze ga-
yidvis SesaZleblobas, maSin orive arian bazris aqtiuri subi-
eqtebi.
bazris aqtiuri subieqti cdilobs gaerkves miznobrivi
bazris (segmentis) saWiroebaSi, moTxovnilebasa da moTxovna-
Si. saWiroebani Rebuloben moTxovnilebaTa formas specifi-
kur sagnebsa (nivTebsa) da momsaxurebaze, romlebsac ZaluZT
daakmayofilon adamianTa moTxovnilebebi konkretul saqo-
nelze, romelic uzrunvelyofilia misi anazRaurebis finan-
suri SesaZleblobebiT. bevr adamians aqvs moTxovnileba `to-
iotas~ markis avtomobilze, magram mxolod zogierT adamians
SeuZlia SeiZinos igi mwarmoeblis mier SeTavazebul fasSi.
amitom mimwodebelma firmebma unda gamoavlinon ara marto
moTxovna (gadaxdisunariani moTxovnileba) maT mier warmoe-
bul produqciaze, aramed momxmarebelTa realuri ricxvic,
romlebsac SeuZliaT produqciis SeZena.
adamianebi ikmayofileben TavianT moTxovnas (gadaxdisuna-
rian moTxovnilebas) saqonlis saSualebiT. saqoneli ganixi-
leba rogorc sabazro miwodeba, romelsac ZaluZs daakmayo-
filos moTxovna da romelic Rebulobs materialuri dovla-
Tis (fizikuri produqtebis) da sxva faseulobaTa formas. sa-

17
vaWro marka warmoadgens miwodebas momxmareblisTvis cnobil
wyarodan. magaliTad, `makdonaldsis~ marka momxmarebelTa
cnobierebaSi asocirdeba hamburgerebTan, bavSvebTan da swraf
momsaxurebasTan. savaWro markiT gamowveuli asociaciebi aya-
libeben mis imijs. yvela firma-mwarmoebeli cdilobs Camoaya-
libos TavianTi markebis myari keTilsasurveli imiji.
saqonels anu miwodebas eqneba warmateba bazarze, rodesac
mas miznobrivi momxmareblisTvis moaqvs kmayofileba. momxma-
rebeli (myidveli) irCevs saqonlis masidan imas, romelic misi
TvalsazrisiT flobs faseulobis yvelaze ukeTes maxasia-
Teblebs.
gacvla rogorc marketingis ZiriTadi cneba gulisxmobs
sasurveli saqonlis miRebas sanacvlod meore mxarisTvis mi-
si ekvivalentis miwodebiT. imisaTvis, rom gacvla ganxorci-
eldes, aucilebelia xuTi pirobis dacva:
1) gacvlis ori mxaris mainc arseboba;
2) TiToeul mxares unda hqondes raime, romelic faseulia
sxva mxarisaTvis;
3) TiToeuli mxaris mzadyofna TanamSromlobisa da saqon-
lis miwodebisaTvis;
4) TiToeul mxares aqvs ufleba miiRos an ar miiRos wina-
dadeba gacvlis Taobaze;
5) TiToeuli mxare TanamSromlobis Sesaxeb winadadebas mi-
iCnevs SesaZleblad an sasargeblod. gacvlis faqtiuri gan-
xorcieleba damokidebulia imaze, Tu ramdenad eTanxmeba ori-
ve mxare mis pirobebs, romlebmac unda gaaumjobeson an ar gaa-
uareson kontragentebis mdgomareoba. gacvla ganixileba ro-
gorc procesi da ara rogorc erTdrouli aqti. Tu orive mxa-
re aRwevs SeTanxmebas, amboben rom miRweulia garigeba. gari-
geba (transaqcia) aris or an met mxareebs Soris faseulobebis
gacvla, romelic ganxorcielebulia SeTanxmebuli pirobe-
biT, SeTanxmebul drosa da SeTanxmebul adgilas.
transaqcias ganasxvaveben transfertisagan (gadacemisagan).
transfertis dros erTi mxare gadascems meore mxares saCu-
qars, subsidias, saqvelmoqmedo Senatans, raime nacvalgebis
gareSe. transfertis monawileTa qceva ganixileba gacvlis
koncefciis CarCoebSi. Cveulebrivad gamcemi varaudobs sa-
nacvlod raimes miRebas, magaliTad mimRebis madlobis an qce-
vis Secvlas. aRiareba hpova marketingis gafarToebulma kon-
cefciam, romelic moicavs ara marto transaqciebSi, aramed
transferebSi monawile mxareTa qcevas.

18
 transaqciuri marketingi urTierTobaTa marketingis ufro
farTo koncefciis Semadgeneli nawilia. urTierTobaTa mar-
ketingis mizania firmis ZiriTad sabazro partniorebTan (mom-
xmareblebTan, mimwodeblebTan, distributorebTan) grZelva-
diani urTierTsargeblians urTierTobaTa damyareba. urTi-
erTobaTa marketingi xels uwyobs mWidro ekonomikuri, teq-
nikuri da socialuri kavSirebis damyarebas partniorebs So-
ris, transaqciuri xarjebis Semcirebas da drois ekonomias.
urTierTobaTa marketingis saboloo Sedegia firmis unika-
luri aqtivis formireba, romelsac uwodeben marketingul
qsels. es qseli moicavs TviTon firmas da yvela mis saqmiano-
baSi monawile subieqts. konkurencia metwilad viTardeba ara
mwarmoebel firmebs Soris, aramed marketingul qselebs So-
ris da masSi igebs organizacia (firma), romelic flobs yve-
laze ganviTarebul da efeqtian qsels.
miznobrivi bazris miRwevisTvis mwarmoebeli firmebi iye-
neben sami tipis marketingul arxebs. es komunikaciuri arxebi
uzrunvelyofen informaciis gacvlas miznobriv myidveleb-
Tan da moicaven gazeTebs, radios, televizias, sareklamo sa-
Sualebebs da a. S. internetis CaTvliT. farTod gamoiyeneba
interaqtiuli arxebi (el-fosta, ufaso satelefono nomrebi)
tradiciuli erTi mimarTulebis arxebis (iseTebi, rogoricaa
sareklamo gancxadebebi) sanacvlod. demonstraciisaTvis an
produqciis da momsaxurebis momxmareblebze miwodebisaTvis
gamoyeneba saqonelmoZraobis (gavrcelebis) arxebi. ansxvaveb
materialuri produqciis gavrcelebis da servisis gavrce-
lebis arxebs. aseTi arxebi moicaven sabiTumo sawyobebs, sat-
ransporto saSualebebsa da sxvadasxva savaWro arxebs _ dis-
tributorebs, sabiTumo gamyidvel da sacalo savaWro fir-
mebs.
marketinguli arxebi erTmaneTTan akavSireben bazris su-
bieqtebs miznobriv momxmareblebTan (myidvelebTan). e. w. mi-
wodebis jaWvi gulisxmobs gacilebiT grZel arxebs dawyebuli
nedleulis mimwodeblebidan da damTavrebuli mza produq-
ciis miwodebiT saboloo momxmareblebamde. magaliTad, qalis
fexsacmlis warmoebisas miwodebis jaWvi moicavs tyavis ned-
leulis miRebas, mis momzadebas fexsacmlis sawarmoeblad,
fexsacmlis gamoSvebas da mis miwodebas momxmareblamde. am-
rigad, miwodebis jaWvi warmoadgens faseulobaTa Seqmnis da
gavrcelebis sistemas.

19
 marketingis menejmentis gadamwyveti faqtoria konkuren-
cia. konkurenciis cnebaSi moiazreba iseTi winadadebebi, rom-
lebic potenciuri metoqeobis xasiaTisaa da saqoneli _ sub-
situtebi, romlebic momxmarebelTa yuradRebis centrSia.
gamoyofen konkurenciis oTx ZiriTad dones:
1) savaWro markebis konkurencia. firmebi metoqeebad ga-
nixilaven analogiuri saqonlis (momsaxurebis) mimwodeb-
lebs, romlebic sTavazoben imave miznobriv momxmareb-
lebs analogiur safaso diapazonSi. Volkswagen-is avto-
mobilebisTvis es SeiZleba iyos modelebi, romlebsac
awarmoeben firmebi Toyota an Honda, an sxva avtomobilebi,
romlebsac sTavazoben saSualo safaso diapazonSi da
ara markebi Mercedes an Hyndai;
2) dargobrivi konkurencia. firma miiCnevs Tavis konku-
rentebad yvela firmas, romlebic awarmoeben igive sa-
qonels an saqonlis klass (models). maSasadame, VoLksva-
gen konkurencias uwevs avtomobilebis yvela danarCen
mwarmoebels;
3) formaluri konkurencia. firma Tavis metoqeebad
sTvlis yvela firmas, romlebic awarmoeben erTi da igive
moTxovnilebis damakmayofilebel produqcias (saqo-
nels). am SemTxvevaSi VoLkswagen konkurencias gauwevda
ara marto msubuqi avtomobilebis mwarmoeblebs, aramed
motociklebis, velosipedebis da satvirTo manqanebis
mwarmoeblebsac;
4) saxeobiTi konkurencia. firma Tavis konkurentebad
miiCnevs yvela firmas, romlebic ibrZvian erTi da igive
momxmareblebis fulisTvis. am poziciidan VoLkswagen-is
metoqea yvela firma, romlebic yidian xangrZlivi gamo-
yenebis samomxmareblo saqonels da axal saxelebs.
konkurencia mxolod erT-erTi faqtoria im faqtorTa So-
ris, romlebic moqmedeben garemoSi, sadac axorcieleben
biznes-operaciebs bazris subieqtebi. marketinguli garemo
Sedgeba mikro da makrogaremosagan. mikrogaremo (muSa garemo)
moicavs TviTon firmas, mis mimwodeblebs, distributorebs,
brokerebs da miznobriv momxmareblebs, romlebic dasaqmebu-
lia warmoebis, ganawilebis da sabazro miwodebis win wawevis
procesSi. mimwodebelTa jgufSi Sedian nedleulisa da momsa-
xurebis mwarmoeblebi, iseTebi rogoricaa marketinguli kvle-
vebis centrebi, sareklamo saagentoebi, bankebi da sadazRvevo
kompaniebi, satransporto da brokerebis jgufSi _ savaWro
20
agentebi, dilerebi, prezentaciebis (gamofenebis) organiza-
torebi da bazris yvela danarCeni subieqtebi, romlebic xels
uwyoben saboloo produqtis dayvanas momxmareblamde. mak-
rogaremo Sedgeba eqvsi komponentisagan: demografiuli, eko-
nomikuri, bunebrivi, teqnologiuri, politikur-samarTleb-
rivi da sociokulturuli garemosagan. yvela isini moicaven
faqtorebs, romlebic did gavlenas axdenen gare garemoSi
myofi subieqtebis saqmianobaze, amitom firmebis menejerebi
gansakuTrebul yuradRebas uTmoben makrogaremos ganviTa-
rebis tendenciebsa da masSi mimdinare cvlilebebs.
mwarmoebeli firmebi miznobrivi momxareblebidan sasur-
veli gamoxmaurebis misaRebad iyeneben mravalnair saSuale-
bebsa da instrumentebs, romlebic qmnian marketing-miqss (mar-
ketingis kompleqss). marketing-miqsi maarketinguli inst-
rumentebis erTobliobaa, romlebic gamoiyeneba firmis mier
miznobriv bazarze marketinguli amocanebis gadasawyvetad.
saqoneli, fasi, adgili da win waweva (cnobilia rogorc marke-
tingis oTxi `P~ _ Product, Price, Place, Promotion). marketingis
kompleqsis RonisZiebaTa Sesaxeb gadawyvetilebebma (saqo-
nelmoZraobis) arxebze, aseve saboloo momxmareblebze. fir-
mas SeuZlia operatiulad Secvalos fasebi saqonelze, miwo-
debis moculobebi da reklamis xarjebi, magram axali saqon-
lis damuSaveba da gavrcelebis arxebis transformacia saWi-
roebs sakmaod did dros. amrigad, moklevadian periodSi fir-
mas SeuZlia marketing-miqsis gacilebiT naklebi cvlilebe-
biT miaRwios sasurvel mizans.
miCneulia, rom firma-mimwodeblis oTxi `P~-s Seesabameba
momxmareblis oTxi `C~ (Customer):1

oTxi `P~ oTxi `C~

saqoneli (Product) momxareblis gadawyvetileba (Customer Solution)
fasi (Price) myidvelis xarjebi (Customer cost)
adgili (Place) moxerxebuloba (Convenience)
win waweva (Promotion) komunikaciebi (Communication)

konkurentul brZolaSi, rogorc wesi, imarjveben firmebi,

romlebic akmayofileben potenciur myidvelTa moTxovnas
maTTvis saSualebaTa ekonomiis, saqonlis SeZenis moxerxebu-
lobisa da efeqtiani komunikaciebis uzrunvelyofiT.

1
Котлер Ф., dasax. wigni, gv. 30-31.
21
 maSasadame, marketingis menejmentis mTavari amocanaa miz-
nobriv bazrebze gacvlis sasurveli Sedegebis miRweva myid-
velTa (momxmarebelTa) moTxovnis rac SeiZleba maqsimalurad
dakmayofilebis mizniT. magram rogori filosofiiT unda
ixelmZRvanelon firmebma (organizaciebma) Tavis marketin-
gul saqmianobaSi? rogor unda daregulirdes organizaciis,
momxmareblebis da sazogadoebis winaaRmdegobrivi intere-
sebi? magaliTad, samrewvelo sawarmoebis (firmebis) mniSvne-
lovani nawili awarmoebs produqcias, romelic sargeblobs
momxmarebelTa didi moTxovniT, magram aseTi warmoebis nar-
Cenebi mniSvnelovan zians ayeneben bunebriv garemos. am Sem-
TxvevaSi aucilebelia firmam bazris wilis gazrdasTan erTad
Seamciros minimumade warmoebis narCenebi.
aRniSnulidan gamomdinare, saWiroa firmis marketinguli
saqmianobis efeqtianad da socialuri pasuxismgeblobiT war-
marTva gulmodgined mofiqrebuli filosofiis safuZvelze.
organizacias (firmas) Sesabamis situaciaSi SeuZlia ixelmZ-
Rvanelos marketingis menejmentis eqvsi koncefciidan erT-
erTi maTganiT: warmoebis, saqonlis srulyofis, gasaRebis,
tradiciuli marketingis, individualuri, socialurad pasu-
xismgebeli marketingis koncefciiT. rogorc wesi, marketin-
gis koncefciaSi moiazreba SexedulebaTa sistema, romlebic
gansazRvraven biznesis orientacias misi bazarTan urTier-
Tmoqmedebis ganviTarebis sxvadasxva etapze mogebis misaRebad.
warmoebis (sawarmoo) koncefcia erT-erTi uZvelesi
koncefciaa biznesSi, romelic emyareba im varauds, rom mom-
xmareblebi amjobineben xelmisawvdom da iaffasian produq-
tebs. warmoebaze orientirebuli firmebis menejerebi yurad-
Rebas amaxvileben mwarmoeblurobis maRali donis miRwevaze,
nakleb xarjebsa da produqciis (saqonlis) masobriv gavrcele-
baze. warmoebaze orientaciis koncefcias agreTve iyeneben
firmebi, romlebic miiswrafvian bazris gafarToebisaken.
bevri firma xelmZRvanelobs saqonlis srulyofis kon-
cefciiT, romelic gulisxmobs Semdegs: momxmareblebi am-
jobineben saukeTeso xarisxis produqcias (saqonels), rome-
lic flobs saukeTeso an axal saeqsploatacio Tvisebebs.
aseTi firmebis menejerebi yuradRebas amaxvileben saukeTe-
so xarisxis saqonlis warmoebaze da mis mudmivad srulyofa-
ze. amasTan gasaTvaliswinebelia is, rom saqonelze orienta-
cia iwvevs marketingul axlomxedvelobas. magaliTad, `koka-
kolas~ menejerebma mTlianad gadaitanes yuradReba TavianT

22
gamagrilebel sasmelebze da ar gaiTvaliswines barebis da
kafeebis popularobis zrda, sadac iyideba axali wignebi, _
e. i. bazrebi, romlebic konkurencias uweven gaziani wylebis
bazars. aseTi menejerebi, rogorc amboben, Zalian xSirad
iyurebian sarkeSi, imis nacvlad, rom gaixedon fanjaraSi.
gasaRebis koncefcia gavrcelebuli koncefciaa, romlis
Tanaxmad momxmareblebi firmis mxridan zemoqmedebis gareSe
ar SeiZenen mis produqcias. amrigad, firmam unda mimarTos
gayidvebis (gasaRebis) agresiul politikas da intensiurad
win wawios Tavisi saqoneli bazarze. am koncefciis Tanaxmad
aucilebelia momxmarebelTa darwmuneba, rom iyidon moce-
muli firmis saqoneli. amitom TiToeul firmas unda hqondes
gasaRebisa da Sesyidvebis stimulirebis gansazRvruli arse-
nali. am koncefcias mimarTaven pasiuri moTxovnis saqonlis
mwarmoeblebi, romlebic intensiurad axorcieleben sarekla-
mo RonisZiebebs. amis gamo sazogadoebis TvalSi marketings
aigiveben saqonlis gasaRebasa da reklamasTan. magram mxolod
agresiul kampaniaze damyarebuli marketingi Zalian saris-
koa, vinaidan am gziT SeZenili saqonlis momxmarebeli SeiZ-
leba darCes ukamyofilo da, rogorc gamokvlevebiT dadge-
nilia, man uaryofiTi Sefasebebi (Sexeduleba) gadasces 10 da
met axlobelsa da nacnobs.
tradiciuli marketingis koncefcia Camoyalibda 1950
wlebis Sua periodSi sami ganxiluli koncefciis saukeTeso as-
peqtebis gaTvaliswinebiT. igi emyareba debulebas imis Taoba-
ze, rom samomxmareblo faseulobaTa Seqmnisas, maTi dayvana
miznobriv bazrebamde (momxmareblebamde) xorcieldeba kon-
kurentebTan SedarebiT ufro efeqtiani meTodebiT, stra-
tegiebiT da politikiT, rac firmis warmatebis sawindaria.
tradiciuli marketingis koncefcia emyareba oTx e. w. veSaps:
miznobriv bazars, momxmarebelTa moTxovnas (gadaxdisuna-
rian moTxovnilebas), integrirebul marketings da momgebia-
nobas. TiToeulma firmam unda airCios miznobrivi bazari
(bazrebi) da moamzados marketingis Sesabamisi specialuri
programa. gamoyofen momxmarebelTa moTxovnis xuT tips:
1. formulirebuli (gamocxadebuli) moTxovna;
2. namdvili (faqtobrivi) moTxovna;
3. araformulirebadi (gamoucxadebeli) moTxovna;
4. moTxovna siamovnebaze;
5. faruli (maluli) moTxovna.

23
 myidvelis formulirebuli, gamocxadebuli moTxovnis
dakmayofilebis mcdeloba xSirad iwvevs imedis gacruebas. ma-
galiTad, rodesac rkinakaveulis maRaziaSi myidveli Txou-
lobs sagozavs (gasagless) fanjrisTvis, amiT igi ayalibebs
Tavis gadawyvetilebas da ara moTxovnas. Tu gamyidveli Ses-
Tavazebs mas sagozavis nacvlad mwebvare lents, e. i. prob-
lemis ukeT gadawyvetas, myidveli iqneba madlieri misi faq-
tobrivi da ara gamocxadebuli moTxovnis dakmayofilebisaT-
vis.
moTxovnis tipebis gansxvaveba SesaZleblobas iZleva gai-
mijnois gamoxmaurebis marketingi, ganWvretis (prognozire-
bis) marketingi da kreatuli (SemoqmedebiTi) marketingi. ga-
moxmaurebis marketingi gulisxmobs, rom firma arkvevs for-
mulirebul moTxovnas da cdilobs daakmayofilos igi, maSin
rodesac prognozirebis marketingisas mwarmoebeli iyureba
win da cdilobs gansazRvros, ra dasWirdeba momxarebels uax-
loes momavalSi. maTgan gansxvavebiT kreatiuli marketingi
axdens moTxovnis identificirebas, romelic ar aris formu-
lirebuli momxmareblebis mier, da sTavazobs gadawyvetile-
bebs, romlebzec momxmareblebi enTuziazmiT pasuxoben. kor-
poracia Sony kreatiuli marketingis Cinebuli magaliTia. man
gamoitana bazarze mravali iseTi saqoneli, romlebsac momxma-
rebeli arc ki moeloda (audiopleerebi, videomagnitofone-
bi, videokamerebi). aqve unda iTqvas, rom momxmarebelTa Se-
narCuneba gacilebiT ufro mniSvnelovania, vidre axali mom-
xmareblebis mizidva.
integrirebuli marketingis sistema yalibdeba maSin,
rodesac firmis yvela ganyofileba emsaxureba momxmarebelTa
interesebs. amasTan mniSvnelovania is, rom marketingis fun-
qciebi urTierTdakavSirebulia, xolo maTi Sesruleba ko-
ordinirebulia momxmarebelTa interesebis TvalsazrisiT.
aranakleb mniSvnelovania isic, rom marketinguli saqmiano-
bis ganxorcielebaSi monawileoben firmis yvela ganyofile-
ba da samsaxuri (sruqturuli qvedanayofi).
menejerebi, romlebic aRiqvamen rogorc erTaderT `mogeba
warmomqmnel faqtors~, miiCneven rom tradiciuli organiza-
ciuli sqema piramidis saxiT _ mwvervalze firmis preziden-
tiT, SuaSi menejmentiT da qceviT saxazo specialistebiTa
da momxmareblebiT _ moZvelda. piramidis mwvervali Tanamed-
rove etapze momxmarebelebia; Semdegi adgili mniSvnelobis mi-
xedviT ganekuTvneba wina xazis muSakebs (specialistebs),

24
romlebic xvdebian, emsaxurebian momxmareblebs da akmayofi-
leben maT moTxovnas; amis Semdeg aris saSualo rgolis meneje-
rebi, romlebic axrocieleben wina xazis TanamSromelTa mxar-
daWeras da aseTi piramidis bolos imyofebian umaRlesi rgo-
lis menejerebi (xelmZRvaneloba), romlebic pasuxs ageben
saSualo rgolis menejerebis saqmianobis uzrunvelyofaze.
maSasadame, tradiciuli marketingis ZiriTadi amocanaa
uzrunvelyos organizaciis winaSe dasaxuli miznebis miRweva.
yvela komerciuli organizaciis mizania mogebis miReba. bevri
cnobili firmisTvis damaxasiaTebelia tradiciuli marketin-
gi, romelTa yuradRebis centrSia momxmarebeli, da firmebis
mTeli saqmianoba organizebulia imgvarad, rom efeqtianad
reagirebdes momxmarebelTa cvalebad moTxovnilebasa da moT-
xovnaze. aseTi firmebi xelmZRvaneloben principiT: momxma-
rebeli mefea. gamokvlevebiT dadgenilia, rom firmebis saq-
mianoba, romlebic misdevs tradiciul marketings, gamoir-
Cevian didi efeqtianobiT.
individualuri marketingis koncefcias mimarTaven
firmebi, romlebic muSaoben momxmarebelTa segmentebis do-
neze, romlis Tanaxmad SeTavazebebi, momsaxureba da komuni-
kacia yalibdeba calkeuli momxmareblebis moTxovnilebisa da
moTxovnis gaTvaliswinebiT. es firmebi imedovneben miaRwi-
on rentabelobasa da zrdas konkurentebTan SedarebiT mom-
xmareblebis mimarT meti loialobiTa da mTeli cxovrebis
manZilze maTi jerovani dafasebiT. am midgomam praqtikuli
gamoyeneba hpova SekveTili nawarmis damzaddebis, kompiute-
rebis, internetis, agreTve pirdapiri marketingis, e. i. Sua-
mavlebis gareSe gasaRebis farTod gamoyenebis Sedegad. es
midgoma optimaluria firmebisTvis, romlebic Rebuloben
mravalferovan informacias TiToeul TavianT momxmareb-
lebze, agreTve saqonelze, romelic periodulad saWiroebs
modifikacias da ganekuTvneba ZviradRirebuli saqonlis ka-
tegorias.
socialurad pasuxismgebeli marketingis koncefciis mi-
xedviT organizaciis (firmis) amocanebia miznobrivi bazre-
bis (momxmareblebis) saWiroebaTa, moTxovnilebaTa da inte-
resebis dadgena da dakmayofileba konkurentebTan Sedare-
biT ufro efeqtiani wesebiT ara marto momxmarebelTa, aramed
mTlianad sazogadoebis keTildReobis SenarCunebis an amaR-
lebis pirobebSi. es koncefcia moiTxovs, rom marketingma ga-
iTvaliswinos biznesis socialuri da eTikuri aspeqtebi. mwar-

25
moebelma firmebma unda gaawonasworon da saTanadod Seafa-
son mogebis miRebis, momxmarebelTa moTxovnilebis dakmayo-
filebis da mTeli sazogadoebis interesebis uzrunvelyofis
urTierTsawinaaRmdego amocanebi. saqme exeba garemos gaWuWyi-
anebis Tavidan acilebas da ekologiurad xarisxiani produq-
tebis damzadebas.
Tanamedrove bazari sruliad ar aris iseTi, rogoric iyo
adre. igi radikalurad icvleba axali teqnologiebis da glo-
balizaciis procesebiT. mxedvelobaSia misaRebi regulirebis
meqanizmic. yvela es faqtori ayalibebs axal qcevas da qmnis
axal problemebs. marketingis specialistebs evalebaT gaiT-
valiswinon bazrebis cvlilebebi da gadasinjon TavianTi
filosofia, koncefciebi da saSualebebi. XXI saukunis dasaw-
yisSi marketingis ZiriTadi aspeqtebi:
1) momxmareblebTan urTierTobaTa marketingi. yu-
radRebis gadatana xdeba momxmareblebTan (klienteb-
Tan) grZelvadian, urTierTxelsayrel urTierTobeb-
z e.
2) momxmareblis mudmivi Rirebuleba. calkeuli gari-
gebebiT miRebuli mogebidan gadasvla mogebis miReba-
ze xorcieldeba momxmareblis sasicocxlo ciklis saq-
mianobis marTvis gziT. zogierTi firma sTavazobs Tavis
klientebs saqonlis regularul miwodebas Semcirebuli
fasebiT (fasdaklebiT), ramdenadac igi darwmunebulia,
rom es xels Seuwyobs momxmareblebTan xangrZliv urTi-
erTobaTa damyarebas.
3) momxmareblis wili. bazris wilis gafarToeba icvle-
ba momxmarebelTa ricxvis gazrdiT. amisaTvis firmebi
sTavazoben aqtualur myidvelebs (momxmareblebs) sa-
qonlis gafarToebul asortiments, aswavlian persona-
lis damatebiTi saqonlis gayidvis da gasaRebis gadi-
debis meTodebs.
4) miznobrivi marketingi. myidvelTa farTo wrisTvis
saqonlis SeTavazebidan (miwodebidan) xdeba gadasvla
SerCeuli miznobrivi bazrebis momsaxurebaze. miznob-
rivi marketingi efeqtianad xorcieldeba specializebu-
li telearxebis, Jurnalebis da internetis siaxleebis
gamoyenebiT.
5) individualizacia. miznobrivi bazrisTvis unifici-
rebul miwodebas cvlis individualizebuli miwodebebi,

26
 romlebSic gaTvaliswinebulia konkretul momxmare-
belTa moTxovnebi.
6) momxmareblebis monacemTa bazebi. gayidvebis Sesaxeb
informaciis Segrovebis nacvlad iqmneba monacemTa ga-
farToebuli bazebi individualuri momxmareblebis Ses-
yidvebis, maTi survilebis, demografiuli monacemebis
da mogebis Sesaxeb. Sesabamisi monacemebis safuZvelze
firmebi avlenen momxmarebelTa moTxovnilebebis sxva-
dasxva zonas da axdenen TiToeuli maTganisTvis miwo-
debis diferencirebas.
7) integrirebuli marketinguli komunikaciebi. erTa-
derTi komunikaciuri instrumentidan (magaliTad, rek-
lama) xdeba gadasvla erTdroulad ramdenime savaWro
markis myar imijze momxmareblamde dasayvanad TiToeu-
li kontaqtis dros.
8) marketinguli arxis monawileTa partnioroba. ur-
TierTobebis Secvla Suamavlebis rogorc momxmareb-
lebis mimarT da maTi aRqma partniorebad faseulobis
dasayvanad sabolo momxmareblamde.
9) TiToeuli TanamSromeli _ marketingis samsaxuris
TanamSromeli. marketingi, rogorc mxolod marketin-
gis, gasaRebis da momxmarebelTa uzrunvelyofis sam-
saxuris muSakTa amocana, warsuls bardeba. organiza-
ciis yoveli muSaki acnobierebs orientaciis aucileb-
lobas momxmarebelTa moTxovnis dakmayofilebaze.
10) moqmedebebi, romlebic emyareba gadawyvetilebaTa
miRebis modelebs. xdeba gadasvla intuiciis safuZ-
velze gadawyvetilebaTa miRebidan gadawyvetilebebze,
romlebic emyareba bazris funqcionirebis analizis mo-
delebsa da Sedegebs.
firmis warmatebuli funqcionirebisaTvis aucilebeli pi-
robaa marketingul strategiasa da programaSi koreqtire-
bis Setanis codna imdenad swrafad, ramdenadac icvleba miz-
nobrivi bazari (bazrebi).

1.2. marketingis ganviTareba axali ekonomikis

pirobebSi

Tanamedrove etapze firmebi saWiroeben axal ideebs, rom-

lebic karnaxoben maT rogor imoqmedon da gaswion konkuren-
cia axali hibriduli ekonomikis pirobebSi. firmebi swrafad
iZenen gamocdilebas am hibridul ekonomikaSi mowinave teq-
27
nologiebis garTianebiTa da TiToeuli momxmareblisTvis ma-
Rali xarisxis momsaxurebis uzrunvelyofiT. Zveli ekonomi-
kis marketingis bevri standartuli meTodi, kerZod reklama,
gasaRebis stimulireba, savaWro warmomadgenlebi, inarCune-
ben TavianT mniSvnelobas, magram amJamad firmebma agreTve
swrafad unda ganaxorcielon prognozireba da reagireba mom-
xmarebelTa moTxovnilebebsa da molodinze, romlebic yalib-
deba internetsa da sxva teqnologiebis safuZvelze an maT
gansazRvraven konkurentebi.
imisaTvis, rom gairkves Tu rogor iyeneben firmebi inter-
nets, monacemTa bazebs (informacias), agreTve momxmarebleb-
Tan urTierTmoqmedebis menejments. marketingis efeqtiano-
bis amaRlebis mizniT saWiroa ganxilul iqnes axali ekonomi-
kis ZiriTadi mamoZravebeli Zalebi.
msoflios ekonomikis reformirebaSi mniSvnelovan rols
asrulebs mravali Zala, romelTa Soris gamoirCeva teqnolo-
gia, globalizacia, bazris gonivruli regulrieba.1 amasTan
dakavSirebiT gamoyofen axali ekonomikis oTx mamoZravebel
Zalas (faqtors).
1) cifruli teqnologiis gavrceleba da SeerTebaTa Se-
saZlebloba;
2) Suamavlebis Secvla axali tipis SuamavlebiT;
3) kastomizacia da kastomerizacia;
4) dargobrivi konvergencia.
amJamad biznesi mTel msoflioSi xorcieldeba upiratesad
qselis meSveobiT, romelic aerTianebs adamianebsa da fir-
mebs. qsels, romelic aerTianebs adamianebs erTi firmis Sig-
niT erTmaneTTan da mTavar kompiuterTan, uwodeben intra-
nets; qseli, romelic aerTianebs firmas mis mimwodeblebTan
da distributorebTan, es aris eqstraneti; dabolos, inter-
neti aerTianebs momxmareblebs (vinc qseliT sargeblobs)
msoflio `informaciis sacavTan~. internetis saSualebiT Ses-
yidvebis Sesrulebisas firmebi urTierTmoqmedeben mimwo-
deblebTan da klientebTan (momxmareblebTan). umavTulo ko-
munikaciis meSveobiT ufro metad iqmneba globaluri SeerTe-
bis SesaZlebloba. momxmareblebi da firmebi evropis qveyneb-
Si, iaponiaSi, Rrmad arian CarTuli eleqtronul vaWrobaSi.
internet-firmebis pirvelma araCveulebrivma warmatebeb-
ma, onlainis konkurentebis gaCenam Zlieri zegavlena iqonia

1
da ara bazris marTva, rac nonsensia.
28
bevr tipur Suamavlebze, gansakuTrebiT wignisa da samusiko
maRaziebze, turistul saagentoebze, sabrokero firmebze.
zogierTi tradiciuli saSuamavlo firma gavida TamaSidan.
magram warmoiSvnen axali tipisa da axali masStabis Suamavle-
bi, romlebic moqmedeben internet-arxebis saSualebiT.
kastomizacia niSnavs imas, rom firmas SeuZlia TiToeuli
momxmareblisTvis uzrunvelyos misTvis specialurad adap-
turi produqcia, momsaxureba, fasebi da miwodebis arxebi.
firmebma miiRes SesaZlebloba individualurad urTierTi-
moqmedon TiToeul momxmarebelTan personalizebuli arxe-
bis, produqtebis da momsaxurebis saSualebiT. funqciuri
kastomizaciisa da marketingis kastomizaciis Sexamebas uwo-
deben kastomerizacias. kastomizacia friad misaRebia iseTi
saqonlis mimarT rogoricaa mini-kompiuterebi, kosmetikuri
kremebi, losionebi da sxv., agreTve igi kargi poligonia mar-
ketinguli kvlevebisaTvis.
biznesSi dargobrivi sazRrvebi qreba, farmacevtuli sa-
warmoebi, romlebic adre ZiriTadad miekuTvneboda qimiur
mrewvelobas, amJamad axrocieleben biogenetikur gamokvle-
vebs, rac ganapirobebs ara marto axali wamlis preparatebis,
aramed kosmetikuri saSualebebis (kosmonevtikis) da kvebis
produqtebis (nutricevtikis) warmoebas. fotosaqonlis ise-
Ti mwarmoebeli, rogoricaa Kodak, agreTve ekuTvnoda qimiis
dargs, magram exla, gamosaxvis damuSavebis cifruli teqno-
logiis aTvisebis pirobeSi, inacvlebs eleqtronikis sfero-
Si. firmebi, romlebic e. w. dargobrivi konvergenciis sferos
ganekuTvnebian ori an meti dargebis gadakveTis Sedegia, rac
qmnis axal SesaZleblobebs.
cvlilebebi teqnologiasa da ekonomikaSi warmoSoben Teo-
riuli warmodgenebisa da praqtikuli meTodebis axal nak-
rebs, romlebic gamoiyeneba komerciuli firmebis mier. 1.1.
cxrilSi1 motanilia Zveli ekonomikis ZiriTadi debulebebi
da isic, rogor modifikacias ganicdian (icvlebodnen) isini
axal pirobebSi.
dRevandeli ekonomika da firmebis umravlesoba warmoadge-
nen Zveli da axali ekonomikis hibridul formebs. firmebi,
romlebsac surT ganviTareba da ayvaveba, saWiroeben ara
marto warsulSi Sedgenili Cvevebisa da codnis SenarCune-
bas, aramed axali codnisa da unarebis aTvisebas. analogiurad,

1
Котлер Ф., dasax. wigni, gv. 48.
29
Tanamedrove sabazro sivrce Sedgeba tradiciuli momxma-
reblebisagan (ar iZenen saqonels qselSi), kibermomxmareble-
bisagan (iZenen saqonels upiratesad internetis meSveobiT) da
hibriduli momxmareblebisagan (romlebic iyeneben orive wess).

1
cxrili 1.1. 1
Zveli da axali ekonomika

Zveli ekonomika axali ekonomika

1 organizebuli sawarmoo er-
Teulebis mixedviT
2 fokusirdeba momxmareblis
momgebian transaqciebze
3 afasebs upiratesad finan-
sur Sedegebs
4 fokusirdeba aqcionerebze
5 marketingSi dasaqmebulia
marketingis specialisebi
(marketerebi da marketolo-
gebi)
6 savaWro markebi iqmneba rek-
lamis saSualebiT
7 mTavari yuradReba - momxma-
rebelTa mizidvas
8 ar aris momxmareblis kmayo-
filebis da misi SenarCune-
bis Sefaseba
9 gadametebuli dapirebebi,
Seusrulebeli valdebule-
b eb i
1 organizebulia momxmare-
belTa segmentebis mixedviT
2 fokusirdeba mudmiv faseu-
lobebze
3 afasebs agreTve marketin-
gis Sedegebs
4 fokusirdeba dainterese-
bul pirebze
5 marketingiT dasaqmebulia
yvela qvedanayofis specia-
listebi
6 savaWro markis SeqmnaSi mTa-
varia produqtis saeqsplo-
atacio maxasiaTeblebi
7 mTavari yuradReba momxma-
rebelTa SenarCunebaze
8 momxmarebelTa kmayofileba
fasdeba
9 gonivruli dapirebebi, ga-
daWarbebuli valdebulebe-
bi

momxarebelTa umravlesoba miekuTvneba hibridul momxma-

reblebs: isini dadian sasursaTo maRaziebSi da drodadro aZ-
leven SekveTebs Peapod-Si internetis meSveobiT; yiduloben
wignebs Bames & Nobbe-Si, xolo zogjer SeukveTaven maT imave
kompaniis bn.com saitze.2 amrigad, hibridul momxmarebelTa
moTxovnis dasakmayofileblad, aucilebelia firmebis umrav-
lesoba monawileobdes tradiciul bazarzec, onlainur ba-

1
Котлер Ф., dasax. wigni, gv. 48.
2
iqve.
30
zarzec. axal pirobebTan adaptirebisas firmebi axdenen Tavi-
anTi gayidvis meTodebis koreqtirebas. ganixilaven sam marke-
tingul meTods, romlebsac iTviseben firmebi da maTi marke-
tingis specialistebi: E _ biznesi, web-saitebi da momxmareb-
lebTan (klientebTan) urTierTmoqmedebis menejmenti.
E _ biznesi niSnavs eleqtronuli saSualebebisa da plat-
formebis gamoyenebas firmis biznesis warmarTvisaTvis. inter-
neti exmareba firmebs imoqmedon ufro swrafad, ufro zus-
tad, naklebi danaxarjebiT, afarToebs droisa da sivrcis
farglebs, aZlevs SesaZleblobas kastomizebul da persona-
lizebul iqnes miwodeba. organizaciebi (firmebi) xsnian web-
gverdebs informaciis gavrcelebisa da saqonlis win wawevis
mizniT. isini iyeneben intranets muSakebs Soris Sinagani ko-
munikaciis gaiolebisTvis da eqstranets mimwodeblebTan da
distrubutorebTan monacemebis (informaciis), SekveTebis da
gadasaxadebis gacvlis gaiolebisTvis. zogierTi firma ganvi-
Tarebul qveynebSi TiTqmis mTlianad funqcionirebs eleq-
tronikis saSualebiT; qaRaldebis raime moZraobas TiTqmis
ara aqvs adgili, vinaidan nebismieri dokumentis danaxva SeiZ-
leba kompiuteris ekranze.
biznesi internetSi xorcieldeba ZiriTadad oTxi mTavari
mimarTulebiT: firma _ momxmarebels, firma _ firmas, mom-
xarebeli _ momxarebels da momxmarebeli firmas. garda amisa,
E _ biznesma SeiZleba miiRos wminda onlainuri an Sereuli
(tradiciul-onlainuri) firmebis forma.
E _ firmebs Soris gamoyofen firmebs, romlebic gansa-
kuTrebiT muSaoben internetSi, e. i. firmebs, romlebmac gax-
snes web-gverdi muSaobis yovelgvari winaswari gamocdilebis
gareSe, da Sereul firmebs, e. i. tradiciul firmebs, romleb-
mac gaafarToes TavianTi saqmianoba saitis xarjze. onlainur
firmebs ganekuTvneba saZiebo sistemebi, internet-momsaxure-
bis mimwodeblebi, vaWrobis saitebi, transaqciebis saitebi da
sxv. saZiebo sistemebi warmoiSvnen rogorc monacemTa moZie-
bis saSualebebi. firmebi, romlebic funqcionireben qselSi,
ganicdian fiaskos ramdenime mizeziT:
¾ bevri maTgani gadian bazarze Sesabamisi gamokvlevebisa
an dagegmvis gareSe;
¾ web-gverdebis cudi dizainis gamo;
¾ saqonlis Tanamedrove miwodebisa da servisuli momsa-
xurebisaTvis adekvaturi infrastruqturis ararsebo-
bis gamo.
31
 imisaTvis, rom miizdon momxmareblebi, internet-firmebi,
imis nacvlad, rom gamoiyenon damiznebis marketingi, xSirad
xarjaven did Tanxas masobriv marketingze da ZiriTadad kon-
centrirebulni arian momxmareblebis SeZenaze. mudmiv mom-
xmarebelTa loialuri bazis formirebisaTvis urTierTobis
damyarebis nacvlad. dabolos, bevr internet-firmas ar SeuZ-
lia SeimuSavos biznesis garkveuli modeli, romelic moutan-
da maT stabilur mogebas. amasTan erTad firmebis mniSvnelo-
vani nawili did warmatebas aRwevs, xolo zogierTebi droebi-
Ti siZneleebisa da zaralis miuxedavad, moqmedeben kargi biz-
nes-gegmebis Tanaxmad.
bevri soliduri firma ganekuTvneba Sereul tradiciul-
onlainur saxeobas. Sereuli firmebi awydebian konfliqtis
problemas gavrcelebis arxSi, magram bevri maTgani aRwevs
did warmatebas, vidre wminda onlainuri firmebi. upirveles
yovlisa, firmebi igeben TavianTi cnobili samarko saxelwo-
debaTa xarjze; axali momxmareblis SeZena onlainur firmas-
Tan SedarebiT gacilebiT iafia. meore, maT aqvT meti finansu-
ri resursebi da xelsayreli finansuri wyaroebi. mesame, maT
gaaCniaT meti codna da gamocdileba, kargi urTierTobebi
mimwodeblebTan da momxarebelTa didi baza. meoTxe, isini mu-
Saoben mTeli dRe-Ramis ganmavlobaSi da gamosasvleli dRee-
bis gareSe; maT sacalo vaWrobis maRaziebs nebismier momentSi
SeuZliaT ukan daibrunon saqoneli. mexuTe, interneti maT
aZlevs SesaZleblobas moemsaxuron mravalricxovan momxma-
reblebs, romlebic cxovroben Sors Cveulebrivi maRaziebis
ganlagebis adgilidan.
yvela firmisTvis aucilebelia E _ marketingis aTviseba.
firmebi gadawyveten ra web-saitis gaxsnas, unda upasuxon bevr
sakiTxs, romlebic Seexebian momxmarebelTa mizidvasa da Se-
narCunebas, reklamas qselSi, urTierTobebs partniorebTan
gavrcelebis arxis mixedviT, saitis droulad ganaxlebasa
da mis gardaqmnas mogebis miRebis saSualebad. am sakiTxebidan
ganixilaven sam sakiTxs: web-gverdis Seqmna, saqonlis win wawe-
va qselSi da xelsayreli da momgebiani biznesis modelis ageba.
ZiriTadi problema aris is, rom Seiqmnas mimzidveli da
saintereso saiti, romelic xels Seuwyobs firmis miznebis
miRwevas. efeqtiani saitebi axasiaTeben dizainis specifikur
elementebs, romlebic cnobilia saxelwodebiT 7 `C~:
1) konteqsti (Context). struqtura da dizaini.
2) Sinaarsi (Content). teqsti, naxatebi, bgera.
32
 3) erToba (Community). momxmareblebs Soris urTierTo-
bis saiti.
4) kastomizacia (Customization). sxvadasxva saitis momxma-
rebelTan saitis adaptirebis unari anu momxmareble-
bisTvis saitis personalizebis SesaZlebloba.
5) komunikacia (Context). saitis unari SenarCunebul iqnas
kontaqtebi `saiti _ momxmarebeli~ (gamomyenebeli),
`momxmarebeli _ saiti~ anu ormxrivi komunikacia.
6) SeerTeba (Connection). saitis kavSiri sxva saitebTan.
7) komercia (Commerce). saitis SesaZleblobebi komerci-
uli garigebis gansaxorcieleblad.
mimzidveli web-saitis damuSaveba friad mniSvnelovania
marketingis specialistis arsenalSi. imisaTvis, rom uzrun-
velyofil iqnes mza saitis popularoba, firmam yuradReba un-
da gaamaxvilos konteqstisa da Sinaarsis faqtorebze. isini,
vinc unda gamoiyenon saiti, masze msjeloben imis mixedviT,
iolad gamosayenebelia Tu ara igi. da misi garegani mimzid-
velobiT. saitis gamoyenebis siadvile moicavs sam ZiriTad
maxasiaTebels:
1) datvirTvis siswrafe;
2) mTavari sainformacio gverdis gasageboba;
3) sxva gverdebze gadanacvlebis siadvile, romlebic unda
gaixsnan swrafad.
saitis garegan fizikur mimzidvelobas gansazRvraven Sem-
degi faqtorebi:
1) gverdebze zedmeti detalebis ararseboba;
2) gansakuTrebiT advilsakiTxavi (Sriftis tipi da sidide);
3) feris da bgeris saqmis codniT gamoyeneba.
Sinaarsis faqtorebi xels uwyoben klientebis SenarCunebas,
axali klientebis mizidvas da maT gadaqcevas mudmiv klien-
tebad. am mizniT efeqtiania:
1) gajerebuli informacia Tematikurad maxlobel sai-
tebze;
2) ganaxlebadi siaxleebi, romlebic sainteresoa miznob-
rivi klientebisaTvis;
3) ganaxlebadi ufaso winadadebebi'
4) konkuresebi da prizebi;
5) iumori da xumrobebi;
6) TamaSebi.
drodadro firmam xelaxla unda Seafasos saitis mimzidve-
loba da sargeblianoba. SeiZleba web-dizainis Sesaxeb eqsper-
33
tebis azris gaTvaliswineba. magram informaciis ufro mniSvne-
lovani wyaroa ukukavSiri momxmareblebTan (gamomyenebelTan),
romlebsac SeuZliaT axsnan, ra moswonT maT da ra ar moswonT
saitze, da gamoTqvan winadadebebi mis gasaumjobeseblad. zo-
gierTi firmebi mimarTaven momxmareblebs TxovniT Caataron
firmis saitis testireba, gamoTqvan kritikuli SeniSvnebi, xo-
lo Setanili cvlilebebis Semdeg gameorebiT Catardes saitis
testireba.
internetis gamomyeneblebi mTlad ar miesalmebian rekla-
mas, magram interneti ver ganTavisufldeba misgan. firmam unda
gadawyvitos, reklamis rogori forma aRmoCndeba ufro efeq-
tiani reklamis specifikuri miznebis misaRwevad. interne-
tisTvis sareklamo instrumentad yvelaze farTod gamoiye-
neba mcire CarCoebi, romlebic Seicaven teqsts da naklebad
suraTs. firmebi maTTvis saintereso saitebze reklamebis gan-
TavsebisaTvis firmebi Cveulebrivad ixdian auditoriis moc-
visa da gayidvebis moculobis zrdis gaTvaliswinebiT.
nebismieri firma saWiroebs xelsayreli, momgebiani bizne-
sis models. mogeba SeiZleba miRebul iqnes ramdenime wyaro-
dan:
1. Semosavali reklamidan. reklamis gayidva rogorc Se-
mosavlis erT-erTi wyaro;
2. Semosavali sponsorebidan. firmas SeuZlia SesTava-
zos sponsors ganaTavsos Tavis saitze, raRac gancxa-
deba sponsoris gasamrjeloze sanacvlod;
3. Semosavali partniorobidan. firmas SeuZlia SesTa-
vazos biznes-partniorebs web-saitis organizaciis xar-
jebis ganawileba amave saitze ufaso reklamis sanac-
vlod;
4. Semosavali xelmoweridan. zogierTi web-saitebi av-
rceleben fasian xelmoweras saitis gamoyenebaze;
5. Semosavali profilirebidan. saitis mflobelebs,
romlebic specializdebian konkretuli miznobrivi
jgufis ZiriTadi parametrebis aRweraze, SeuZliaT Se-
sabamisi nebarTvis arsebobisas gayidon es informacia;
6. Semosavali produqtebisa da momsaxurebis gayidvi-
dan. saitebi, romlebic specializdebian E _ vaWroba-
ze, ganapirobeben amonagebs (navaWris) did moculobas sa-
qonelze fasnamatis (daricxvis) meSveobiT;
7. sakomisio da gasamrjelo transaqciisTvis. firmebs
SeuZliaT miiRon sakomisio gasamrjelo transaqciis-
34
 Tvis mesame mxareebs Soris. magaliTad, gamyidvelebi er-
Tiandebian sakomisios miRebiT 5%-mde TiToeuli gari-
gebisTvis;
8. sabazro gamokvlevebi/informacia. firmebs SeuZli-
aT miiRon safasuri specialuri sabazro informaciis-
Tvis anu mecnieruli analizisTvis;
9. Semosavali cnobidan. firmebs SeuZliaT miiRon safa-
suri sxva saitebze miTiTebisTvis (miniSnebisTvis). maga-
liTad, firma Rebulobs `maZieblis safasurs~ TiToeuli
klientisaTvis, romelic mis saitze avsebs firmis anke-
tas imis miuxedavad, Sedga Tu ara garigeba.
firmebi ara marto iTviseben E _ marketings, aramed agro-
veben gamocdilebas momxmareblebTan urTierTmoqmedebis mar-
ketingSi da monacemTa bazebis marketingSi. momxmareblebTan
urTierTmoqmedebis marketingi gulisxmobs, rom firmis mom-
gebianobis mTavari faqtoria firmis momxmarebelTa (klien-
tTa) bazris erToblivi faseuloba. warmatebuli firmebi uf-
ro efeqtianad izidaevn, inarCuneben da ayalibeben momxmareb-
lebs. es firmebi zrdian TavianTi momxmarebelTa bazis faseu-
lobas, uswreben ra sxva firmebs mciremomgebiani momxmareble-
bis wilis Semcirebis mixedviT; TiToeul momxmarebelTan ur-
TierTmoqmedebis xangrZlivobis gazrdiT; vaWrobis poten-
cialis da momxmarebelTa sargeblobis gafarToebiT; mcire-
momgebiani momxmareblebis xelsayrel momxmareblebad gar-
daqmniT an maTgan uaris TqmiT; yuradRebis koncentraciiT
didadfaseul momxmarebelze (myidvelze). rogorc 1.2. cxri-
lidan1 Cans individualuri momxmareblebis (pirdapiri) mar-
ketingi arsebiTad gansxvavdeba masobrivi bazris marketingi-
sagan.
warmatebulma firmebma kargad ician TavianTi potenciuri
momxmareblebi (myidvelebi). isini agroveben informacias mom-
xmarebelTa Sesaxeb da inaxaven monacemTa bazaSi, agreTve iye-
neben monacemTa bazebis marketings. monacemTa bazebis marke-
tingi aris momxmarebelTa Sesaxeb monacemTa bazebis Seqmnis,
warmoebisa da gamoyenebis procesi. momxmareblebis (klien-
tebis) Sesaxeb monacemTa baza Seicavs gacilebiT met infor-
macias, vidre informaciis Cveulebrivi mopoveba. idealSi mo-
nacemTa baza momxmarebelTa Sesaxeb unda Seicavdes informa-
cias momxmarebelTa warsulSi Sesyidvebis Sesaxeb, maT demog-

1
Котлер Ф., dasax. wigni, gv. 58.
35
rafiul monacemebs (asaki, Semosavlebis done, monacemebi
ojaxis wevrebis Sesaxeb, dabadebis TariRebi), fsiqografiuli
monacemebi da sxva sasargeblo informacia.
cxrili 1.2.
masobrivi marketingi da pirdapiri marketingi

masobrivi marketingi pirdapiri marketingi

gasaSualoebuli myidveli individualuri myidveli
myidvelis anonimuroba myidvelis profili
standartuli produqti kastomizebuli sabazro miwodeba
masobrivi warmoeba kastomizebuli warmoeba
masobrivi gavrceleba individualuri gavrceleba
masobrivi reklama individualuri mimarTva
masobrivi stimulireba individualuri stimulebi
calmxrivi mimarTva ormxrivi mimarTva
masStabis efeqti mizanmimarTulebis efeqti
bazris wili momxmarebelTa wili
yvela momxmarebeli sarfiani (Semosavliani) myidveli
myidvelTa mizidva myidvelis SenarCuneba

firmebi, romlebic xelmZRvaneloben strategiuli menej-

mentis principebiT, aaxleben sainformacio bazas sistematu-
rad. am mizniT iyeneben klientebTan pirdapir kontaqtebs,
amyareben kavSirebs telefoniT, ugzavnian SekiTxvebs, sTava-
zoben fostis meSveobiT kuponebs sxvadasxva daTmobebiT, iye-
neben internets mravalmxrivi informaciis misaRebad. am saq-
meSi Cabmulia marketingis samsaxuris specialistebi, agreT-
ve statistikosebi.
firmebi iyeneben monacemTa bazebs Semdegi miznebisaTvis:
1) yvelaze xelsayreli potenciuri momxmareblebis ga-
movlena maTi reaqciebis Seswavlis gziT;
2) konkretuli winadadebebis SerCeva konkretuli momxma-
reblebisTvis;
3) momxmareblis loialobis ganmtkiceba da Sesabamisi sti-
mulirebisa da informaciis SeTavazeba;
4) yidvis stimulireba moTxovnis SexsnebebiT an perio-
duli stimulirebis saSualebiT;
5) seriozuli marketinguli Secdomebis (magaliTad, klien-
tisTvis ori erTnairi winadadebebis gagzavna, magram
sxvadasxva fasebiT) Tavidan acileba.
monacemTa marketinguli bazis efeqtiani gamoyeneba damoki-
debulia rig problemebze. upirveles yovlisa esaa kompiu-
terul mowyobilobaSi msxvil dabandebaTa aucilebloba, ana-
36
litikuri programebi, kavSirgabmulobis arxebi da profesi-
uli personali, agreTve saWiro monacemTa Segrovebis sir-
Tule firmis TiToeul calkeul klientTan urTierTmoqme-
debis TiToeul SemTxvevaSi. amrigad, monacemTa bazis Seqmna
ar anazRaurdeba, Tu saqoneli iyideba mxolod erTjer (maga-
liTad, pianino); Tu klientebi axdenen markisadmi susti loia-
lobis demonstrirebas; Tu produqciis erTeuli metisme-
tad mcirea (magaliTad, Sokoladis patara batoni) da Tu da-
naxarjebi monacemTa Segrovebaze metismetad didia. meore
problema es aris sirTule, romelic dakavSirebulia imasTan,
rom firmis TiToeuli muSaki daarwmunos momxmarebelze ori-
entaciaSi da ar SeCerdes garigebaTa tradiciul marketingze.
mesame problema is aris, rom yvela klients (momxmarebels)
ar surs gaagrZelos firmasTan urTierToba da SeuZliaT ua-
ri Tqvan maTi personaluri monacemebis Segrovebasa da Senax-
vaze. firmam unda gaarkvios momxmarebelTan urTierToba in-
formaciis konfidencialobasTan dakavSirebiT. meoTxe prob-
lema aris informaciis mudmivad ganaxlebis aucilebloba,
vinaidan adamianebi icvlian sacxovrebel adgils, samuSao
adgils, TavianT Cvevebs da interesebs.

1.3. marketingis Tanamedrove tendenciebi da

qarTuli marketingis ganviTareba

marketingis axali paradigma yuradRebas amaxvilebs sa-

momxmareblo faseulobaTa prioritetebsa da maT Seqmnaze,
momxmareblebis mimarT individualizebul midgomaze, samar-
ko kapitalis ganviTarebaze, axal sainformacio garemos mi-
marT maqsimalurad Seguebaze.
marketingi gamiznulia saerTo korporaciuli amocanebis
gadawyvetaze, amasTan erTad asrulebs ra arsebuli sawarmoo,
safinanso da adamianiseuli resursebis Sexamebas bazris moT-
xovnebTan. am TvalsazrisiT igi aqtiurad urTierTmoqmedebs
firmis yvela qvedanayofTan (samsaxurTan). amave dros marke-
tingis efeqtiani funqcionireba gulisxmobs am saqmianobis
marTvis kargad ganviTarebuli sistemis arsebobas, romelic
moicavs marketingis organizaciis, dagegmvisa da kontro-
lis sakiTxebs.
marketingis ganviTarebaSi Tanamedrove tendenciebia:
1. masobrivi marketingis gadasvla segmentebisa da `niSebis~
da Semdgom individualizebul marketingze.

37
 2. orientacia samomxmareblo faseulobaTa Seqmnaze, ga-
dasvlaze saqonlis Cveulebrivi gayidvidan (`garigebi-
dan~) problemebis gadawyvetaze, romlebic warmoiqmne-
bian momxmareblebis, SekveTiT damzadebaze (`kastomiza-
cia~). urTeirTobebis, `klientTa mudmivi faseulobis
koncefciis~ marketingis ganviTareba.
3. gansxvavebaTa gaqroba produqtebsa da momsaxurebas,
myidvelebsa da gamyidvelebs, firmebsa da maT gare-
mocvas Soris.
4. ufro srulyofilad gageba marketinguli instrumen-
tebisa:
¾ saqoneli (produqti, momsaxureba) _ sargeblianoba;
¾ fasi _ aRqmuli faseuloba;
¾ gavrceleba (gasaReba) _ xelmisawvdomoba;
¾ win waweva (reklama) _ informirebuloba.
5. gadasvla mimdinare mogebis orientaciidan grZelvadi-
ani fuladi nakadebis uzrunvelyofis, firmis aqcione-
ruli Rirebulebis amaRlebis orientaciaze.
6. firmis aramaterialuri aqtivebis zrda da samarko kapi-
talis formireba.
7. marketinguli saqmianobis maqsimaluri Segueba axal
informaciul garemosTan.
marketingis Sesaxeb SexedulebaTa evoluciam ganapiroba
marketingis filosofiisa da funqciebis sistemis axali pa-
radigmis warmoSoba. `marketing-menejmentis~ modelis nacv-
lad, romelic dominirebda 1960-1990 ww., Tanamedrove piro-
bebSi viTardeba `urTierTobaTa marketingis~ modeli.
SedarebisaTvis: marketingis menejmentis Zveli paradigma _
daqvemdebarebis jaWvi; marketingis menejmentis axali para-
digma _ marTvis centri _ klienti (momxmarebeli).
marketingis menejmentis mizania firmis sawarmoo-gasaRebi-
Ti saqmianobis (biznesis) efeqtianobis amaRleba. am SemTxvevaSi
mTavari problemaa warmoebisa da gasaRebis (biznesis) organi-
zacia bazris moTxovnebze orientaciiT. marketingis samsaxu-
ris amocanaa bazris Seswavla da, rac SeiZleba, meti gasaReba
(gayidva). am modelis ZiriTadi meqanizmia marketing-miqsi (pro-
duqti, fasi, gavrceleba, win waweva), romelic warmoadgens mar-
ketingis saSualebaTa kombinacias, mimarTuli samomxmareblo
moTxovnis dakmayofilebisTvis. savsebiT bunebrivia is, rom sa-
qonlis Seqmna sasargeblo TvisebaTa nakrebiT, xelsayreli fa-
sis dadgena, saqonlis droulad miwodeba, momxmarebelTa mud-
38
mivi informireba da maTi stimulireba moiTxoven firmis yvela
qvedanayofis kompleqsur Zalisxmevas.
rac Seexeba urTierTobaTa marketings, igi axali koncef-
ciaa, romlis prioritetia samomxmareblo faseuloba. amas-
Tan warmoadgens axal faseulobaTa Seqmnis process mwarmoeb-
lisa da momxmareblis mWidro urTierTqmedebaSi amisgan mi-
Rebuli sargeblis erToblivi gamoyenebisaTvis. urTierTo-
baTa marketingi emsaxureba sami amocanis gadawyvetas:
¾ faseulobis gansazRvra (kvlevebi, pozicireba);
¾ faseulobis Seqmna da ganviTareba (sargeblianoba, moge-
ba, aRqmuli faseuloba);
¾ faseulobis miwodeba klientze (gavrceleba, xelsay-
reloba, informirebuloba).
urTierTobaTa marketingis mizania partniorul urTier-
TobaTa ganviTareba erToblivi sargeblis misaRebad faseu-
lobaTa Seqmnis erTobliv ZalisxmevaTa safuZvelze, am mo-
delis ZiriTadi meqanizmia individualizebuli midgoma
(kastomizacia _ damzadeba SekveTiT), mudmivi faseuloba, mom-
xmareblis problemebis gadawyveta, klientis loialuroba,
urTierTobaTa jaWvis formireba, romelic orientirebulia
moTxovnaze. miqsi gardaiqmneba sargeblianobis, aRqmuli fa-
seulobis, xelsayrelobis, informirebulobis elementebad.
gansakuTrebul mniSvnelobas iZenen srulyofili saqoneli
da xelmisawvdomi fasi.
urTierTobaTa marketingis elementebia:
¾ momxmarebelTa faseulobaTa sistemis codna;
¾ mogebis rogorc konkurentuli upiratesobis erTob-
livi gamoyeneba;
¾ biznes-strategiis birTvia SemkveTi (klienti);
¾ firmis marTvis organizacia, romelic orientirebulia
sxvadasxva klientebTan urTierTobebze, axali profe-
siuli moTxovnebi personalisadmi (saSinao marketingi:
gadasvla sabazro-saprduqtodan faseulobaTa Seqmnis
procesis marTvaze);
¾ axali teqnologiebis gamoyeneba klientebTan urTier-
TobaSi (CRM _ sistemebi, klientebis codna, xelmisaw-
vdomoba, urTierTmoqmedeba da a. S.).
firmis marketingis samsaxuri warmoadgens klientTa inte-
resebs da organizacias ukeTebs maTTvis faseulobaTa Seqmnis
process. biznesis Tanamedrove gagebiT partniorul urTi-
erTobaTa marketingi warmoadgens ufro xelsayrels, ramde-
39
nadac gulisxmobs momxmarebelTa mzadyofnas gaagrZelos
firmis saqonlis Sesyidvebi. es iZleva SesaZleblobas arse-
biTad Semcirdes danaxarjebi saqonlisa da momsaxurebis win
wawevaze. momxmareblebTan grZelvadiani da mudmivi kavSire-
bis formireba uzrunvelyofs firmis grZelvadian zrdas da
mogebianobas.
gasuli saukunis 90-ian wlebidan arsebiTi cvlilebebi
moxda marketingis gare garemoSi (makro garemoSi). arsebiTad
icvleba msoflio ekonomikuri situacia, romelic uSualo
kavSirSia integraciisa da globalizaciis procesebTan; ma-
Rali tempebiT viTardeba teqnologiuri inovaciebi; SeimCneva
mniSvnelovani Zvrebi sociokulturul sferoSi; mkveTrad
izrdeba moTxovnebi garemos dacvisadmi. momxmarebelTa qceva
xdeba ufro rTuli, igi efuZneba TavianTi uflebebis dacvas
da axal faseulobebze orientacias. Zlierdeba eTikuri ur-
TierTobebi saqmian partniorebs Soris da a. S.
mikro garemoc ganicdis mniSvnelovan cvlilebebs. yalib-
deba kavSirebi da aliansebi. bazarze sul ufro urTierTmoq-
medeben ara calkeuli firmebi (kompaniebi), aramed saqmiani
sistemebi. viTardeba partniorul urTierTobaTa marketin-
gi. yovelive es miuTiTebs imaze, rom marketingis roli firma-
Si sul ufro Zlierdeba. magram gaZlierebuli rolis Sesru-
leba ver ZaluZs mxolod marketingis qvedanayofs warmoSo-
bili axali da ufro rTuli problemebis pirobebSi. aseTi
mdgomareoba aixsneba rigi mizezebiT. jerjerobiT firmaSi
mxolod marketingis ganyofilebaa orientirebuli bazarze,
xolo misi sxva funqciur qvedanayofebTan urTierTobisa da
koordinaciis sistema sustia. arasakmarisadaa damuSavebulia
marketinguli saqmianobis Sefasebis kriteriumebi da maCve-
neblebi. upiratesoba eniWeba operatiul marketingul moq-
medebebs. amasTan mxedvelobaSi unda iqnes miRebuli isic,
rom marketingis gamoyenebis ZiriTadi sferoa bazris Seswav-
la da momxmarebeli.
aucilebeli xdeba marketingis amocanebSi cvlilebebis
Setana imdagvarad, rom uzrunvelyofil iqnes firmis saerTo
sabazro orientacia. amasTan marketingul ZalisxmevaTa gamo-
yenebis sfero unda gavrceldes bazris yvela subieqtze: mom-
xmareblebze, mimwodeblebze, Suamavlebze, konkurentebze,
gavlenian organizaciebsa da pirebze. amis gamo obieqturad
warmoiSoba organizaciuli mowyobis cvlilebebis amocana
firmaSi (kompaniaSi) marketingis samsaxuris organizaciidan

40
(rogorc marketinguli saqmianobis sabazro qvedanayofidan)
bazarTan urTierTmoqmedebis funqciaTaSorisi organizaciis-
ken firmis yvela qvedanayofis CarTviT. mTlianad marketingis
funqcia (da ara marketingis calkeuli samsaxuri) ganixileba
rogorc bazarTan firmis ganviTarebadi sabazro kavSirebis
fundamenti.
aRniSnulTan dakavSirebiT warmoiSoba iseTi ufro farTo
cneba, rogoricaa `menejmenti, romelic orientirebulia ba-
zarze~. J. lambenis azriT, `marketingi unda iqnes ganxiluli
rogorc procesi, romelic aerTianebs organizaciis sxvadas-
xva funqciebs da ara rogorc calkeuli struqturuli er-
Teuli, ramdenadac Tanamedrove marketingul garemoSi fir-
maSi warmoiSveba axali prioritetebi~.1 marketingis instu-
mentebis sferoSi prioritetebis cvlilebebi, romlebic mi-
marTuli arian bazarze orientirebuli menejmentis ganviTa-
rebaze, Semdegia:
¾ produqtis sferoSi _ inovaciebis gamoyeneba;
¾ gavrcelebis sferoSi _ interaqtiuli kavSirebis gan-
viTareba;
¾ fasebis sferoSi _ orientaciia safaso mgrZnobiaro-
baze;
¾ komunikaciebis sferoSi _ savaWro markisa da samarko
kapitalis imijis formireba.
saqarTveloSi marketingis ganviTarebas garkveuli istoria
gaaCnia. igi iwyeba sabWoTa periodSi q. moskovSi Seqmnili
`vniiks~-is (koniunqturisa da moTxovnis sakavSiro samecniro-
kvleviTi institutis) saqarTvelos filialis gaxsniT 1966
wels, romelic ikvlevda mTlianad saqarTvelos respubli-
kis bazris koniunqturas, calkeul sasursaTo da arasasursa-
To saqonlis bazrebs, sacalo saqonelbrunvis moculobasa da
struqturas da amuSavebda maTi ganviTarebis prognozebs,
amuSavebda agreTve arasasursaTo saqonlis moxmarebis raci-
onalur normebsa da normativebs da meTodur xelmZRvanelo-
bas uwevda vaWrobasa da mrewvelobaSi Seqmnil moTxovnis Ses-
wavlis samsaxurebs. yofil sabWoTa kavSirsa da saqarTvelos
respublikaSi `vniiksi~ Tavisi filialebiT iyo erTaderTi
samecniero-kvleviTi instituti, romelic dakavebuli iyo
sabazro TematikiT. `vniiks~-is saqarTvelos filiali kvle-
viT saqmianobasTan erTad atarebda respublikur da sakavSi-

1
Ламбен Ж., Менеджмент, ориентированный на ринок. 2004, с. 111.
41
ro (saerTaSoriso) samecniero konferenciebs sabazro eko-
nomikis, bazris koniunqturisa da samomxmareblo moTxovnis
prognozirebis problemebze.
rac Seexeba sakiTxs uSualod `marketingis~ terminis moxse-
niebasTan dakavSirebiT, specialur sabWoTa literaturaSi
publikaciebi 60-ian wlebidan umTavresad eZRvneboda marke-
tingis rogorc burJuaziuli ekonomikuri Teoriis kriti-
kas, rogorc mcdelobebs gadawydes kapitalizmis dros rea-
lizaciis gadauWreli problemebi. sakiTxi ismis Semdegnairad:
Tu sabazro (kapitalisturi) ekonomikis pirobebSi marketingi
warmoadgens konkurentuli brZolis iaraRs, igi gegmiani (so-
cialisturi) ekonomikis pirobebSi, sadac ar arsebobs kon-
kurencia, arc aris marketingis saWiroeba. gegmiani ekonomi-
kis dros qveyanaSi sagegmo komitetisa da Sesabamisi saminis-
troebis mier centralizebuli wesiT (zemodan) ganisazRvreba
saqonlis warmoebisa da saqonelbrunvis (realizaciis) mocu-
loba da struqtura. magram 70-ian wlebidan mocemuli prob-
lemis gadawyvetam am wesiT gegmiani ekonomikis qveynebSi, maT
Soris saqarTveloSi ver gaamarTla: didi raodenobiT dagrov-
da savaWro qselSi e. w. Cawolili saqoneli, romelzec ar iyo
mosaxleobis (momxmarebelTa) moTxovna. saWiro gaxda marke-
tinguli kvlevebis Catareba, Sesabamisi samsaxurebis Seqmna
vaWrobasa da mrewvelobaSi da specialistebis (kadrebis) mom-
zadeba.
Tavidanve alogikurad iTvleboda marketingis xmareba. li-
teraturaSi iyo gamoTqmuli mosazrebebi rom exmaraT `soci-
alisturi marketingi~, `sabWoTa marketingi~, `bazarTmcod-
neoba~ (am bolo saxelwodebiT ikiTxeboda sagani umaRles
saswavleblebSi) da sxv.
pirvelad saqarTveloSi Tbilisis saxelmwifo unievrsi-
tetis (Tsu) samecniero konferenciaze (1986 w.) mosmenil iqna
`vniiks~-is saqarTvelos filialis direqtoris giorgi Sub-
laZis moxseneba `saqonlis realizaciis problemebi socia-
lizmis dros da marketingi~ (Tezisebi daibeWda). daibeWda g.
SublaZis meTauri statia `marketingi da misi gamoyenebis pi-
robebi~ Jurnal `ekonomistSi~ (9, 1990). marketingis kursSi
pirvelad saqarTveloSi leqciebis wakiTxva daiwyo 1989 wels
amave universitetTan arsebul biznesis umaRles skolaSi _
`specfakultetze~ (1996 wlidan Tsu saerTaSoriso biznesis
fakulteti). aqve gamoica leqciebis kursi `marketingi da
komerciuli saqmianoba prof. g. SublaZis redaqciiT (1991 w.).

42
saxelmZRvanelo `marketingis safuZvlebi~ (2009 w.). prof. g.
SublaZis redaqciiT ganTavsebulia internetSi. am saxelmZ-
RvaneloSi mocemulia marketingis yvelaze swori definicia.
Tsu vaWrobis ekonomikis kaTedra gadakeTda saqonelmi-
moqcevisa da marketingis kaTedrad, xolo komerciis fakul-
teti _ komerciisa da marketingis fakultetad. am fakul-
tetze daiwyo studentTa miReba specialobiT _ vaWrobis
ekonomika da marketingi, rac ar iyo marTebuli. marketingis
kursSi leqciebis kiTxva xorcieldeboda 4 ekonomikuri pro-
filis fakultetze damoukideblad sakuTari ZalebiT. yve-
laferi mowesrigda mas Semdeg, rac Seiqmna (2002 w.) marketin-
gis kaTedra, romelic moemsaxureboda oTxive fakultets.
saqarTvelos mTavrobis dadgenilebiT 1991 wels Seiqmna
marketingis samecniero-kvleviTi instituti1 `vniiks~-is sa-
qarTvelos filialis bazaze, romelic friad mniSvnelovani
movlena iyo qarTul ekonomikur mecnierebaTa ganviTareba-
Si, vinaidan igi pirdapir pasuxobda sabazro ekonomikis moT-
xovnebs. magram, samwuxarod, nacionaluri moZraobis xeli-
suflebis pirobebSi bevri samecniero-kvleviTi instituti
daixura, maT Soris ekonomikuri profilis kvleviTi insti-
tutebi (darCa mxolod mecnierebaTa akademiis ekonomikis
instituti.
yovelive zemoaRniSnulidan SeiZleba gakeTdes daskvna,
rom qarTulma marketingma sakmaod aqtiurad daiwyo ganvi-
Tareba bolo 20 wlis manZilze. amitom marketingis filoso-
fia da teqnologia Cvens qveyanaSi Seswavlisa da damkvidrebis
procesSia. jerjerobiT adgili aqvs sxvadasxva ganmartebebsa
da praqtikul midgomebs marketingis gamoyenebisadmi. sul
ufro gasagebi xdeba klasikuri marketingis debulebaTa da
misi ganviTarebis Tanamedrove tendenciebis gamoyenebis au-
cilebloba. amasTan gasaTvaliswinebelia saqarTveloSi sa-
bazro urTierTobaTa ganviTarebis specifikuri Tavisebu-
rebebi. unda Seiqmnas marketingis qarTuli asociacia, ro-
gorc es Seqmnilia civilizebul qveynebSi.

1
enciklopedia `Tbilisi~, gv. 642.
43
 daskvnebi

1. Tu samrewvelo revoluciis epoqa xasiaTdeba masobrivi

warmoebiTa da masobrivi moxmarebiT, saqonliT gavsebuli
maRaziebiT, intensiuri reklamiT, informaciis epoqa xa-
siaTdeba warmoebis ufro zusti doneebiT, ufro miznob-
rivi komunikaciiT da ufro balansirebuli safaso (fase-
bis) politikiT.
2. marketingi socialuri procesia, romlis meSveobiT cal-
keuli adamianebi da jgufebi Rebuloben imas, rasac isini
saWiroeben moTxovnis Sesabamisi saqonlis Seqmnisa da
gacvlis saSualebiT.
marketingis menejmenti miznobrivi bazrebis gansaz-
Rvrisa da SenarCunebis, momxmarebelTa mozidvis mecniere-
ba da xelovnebaa maTTvis faseuli saqonlis Seqmnisa da Se-
Tavazebis, agreTve momxmareblebTan efeqtiani komunika-
ciebis gziT. momxmarebelTa gadaxdisunariani moTxovni-
lebebi _ adamianis sabazro saWiroebebi _ gardaiqmneba
moTxovnad, rodesac igi mimarTulia konkretul obieq-
tebze (magaliTad, rogorc sasursaTo, aseve arasasursa-
To saqonelze). romlebsac SeuZliaT daakmayofilon mo-
cemuli moTxovnilebebi. imisaTvis, rom daakmayofilos
moTxovna firma gamodis saTanado miwodebiT, romelic
faseulia momxmareblisTvis. warmatebulia iseTi miwode-
ba, romelic uzrunvelyofs momxareblisTvis imavdrou-
lad kmayofilebasa da sargeblianobas (xeirs).
3. nebismieri gacvla moiTxovs rogorc minimum ori mxaris
monawileobas, romelTa yoveli maTgani flobs sasurveli
garigebis sagans _ faseulobas. gacvlaze miRweuli SeTan-
xmeba ufro farTo cnebis _ urTierTobaTa marketingis
Semadgeneli elementia. firmis (organizaciis) urTier-
TobaTa marketingi amyarebs grZelvadian, urTierTsasar-
geblo kavSirebs momxmareblebTan, rac ganapirobebs war-
matebul bizness da mogebis miRebas. miznobrivi bazris
mopoveba moiTxovs komunikaciis, gavrcelebisa da gasaRe-
bis arxebis gamoyenebas, romlebic qmnian yvela sawarmos
_ nedleulis mimwodeblebidan myidvelamde saboloo
produqtis dayvanamde _ gamaerTianebel jaWvs da samom-
xmareblo faseulobis Seqmnis sistemas.
4. marketingul garemos yofen amocanebis garemod (warmoe-
bis, gavrcelebisa da sasaqonlo miwodebis win wawevis) da

44
 ufro farTo gare garemod (demografiuli, ekonomikuri,
bunebrivi, teqnologiuri, politikur-samarTlebrivi da
socialur-kulturuli faqtorebi). am ori sferos far-
glebSi firmebi qmnian marketingul programebs, risTvi-
sac iyeneben marketing-miqss, romelic moicavs marketingu-
li instrumentebis erTobliobas miznobrivi bazris moT-
xovnilebaTa amocanebis gadasawyvetad (oTxi `P~-s komp-
leqsi): saqoneli, fasi, gavrceleba, win waweva (Product, Pri-
ce, Place, Promotion). firmis saqmianoba emyareba erT-erTs
eqvsi koncefciidan: warmoebis, saqonlis srulyofis, ga-
saRebis, tradiciuli marketingis, individualuri marke-
tingis da socialurad pasuxismgebeli marketingis kon-
cefciebi. teqnologiebis ganviTarebis, globalizaciis
procesebis gaTvaliswinebiT firmebma unda warmarTon mar-
ketinguli saqmianoba bazarze da sabazro sivrceSi cvli-
lebaTa Sesabamisad.
5. axali ekonomikis oTxi ZiriTadi mamoZravebeli Zala (faq-
toria): gadasvla cifrul teqnologiebze da gaerTianebaTa
SesaZlebloba, axali tipis Suamavloba, kastomizacia da
kastomerizacia, agreTve dargobrivi konvergencia. axal
pirobebSi Zveli ekonomikis meTodebi icvleba: momxmare-
belTa segmentebis (da ara marto produqtis), momxmareblis
sasicocxlo faseulobaze orientaciis (da ara marto aqci-
onerebze), firmis yvela muSakis marketingSi CarTvis (da
ara marto marketingis ganyofilebis), qcevis safuZvelze
markis agebis (da ara marto reklamis saSualebiT), momxma-
reblis SenarCunebaze fokusirebis (momxmareblebis mi-
zidvasTan erTad), momxmareblis, kmayofilebis gansaz-
Rvris, agreTve gonivruli dapirebebisa da valdebulebaTa
gadaWarbebiT Sesrulebis mixedviT.
6. arsebobs firmis saqmianobis xuTi koncefcia: sawarmoo,
sasaqonlo, gasaRebis, marketinguli da xolistikuri mar-
ketingis koncefcia. pirvelma samma koncefciam dakarga
popularoba.
7. marketingis xolistikuri (mTliani koncefcia emyareba mar-
ketinguli programebis, procesebisa da RonisZiebebis da-
gegmvas, damuSavebas da danergvas maTi urTierTdamokide-
bulebis gaTvaliswinebiT. xolistikur marketingSi auci-
lebelia integrirebuli midgoma. igi moicavs oTx kompo-
nents: urTierTobaTa marketings, integrirebul marke-
tings, saSinao marketings da socialurad pasuxismgebel
45
 marketings. bolo wlebSi marketingis menejmentSi moxda
cvlilebebi, romlebic gamowveulia firmis miswrafebiT
srulyos marketingi.
8. marketingi gamiznulia saerTo korporaciuli amocanebis
gadawyvetaze, asrulebs ra amasTan firmis arsebuli sa-
warmoo, safinanso da adamianiseuli resursebis maqsima-
lurad Sexamebas bazris moTxovnebTan. am mizniT marke-
tingis samsaxuri aqtiurad urTierTmoqmdebs firmis yve-
la qvedanayofTan. amave dros marketingis efeqtiani fun-
qcionireba gulisxmobs am saqmianobis marTvis (menejmen-
tis) kargad ganviTarebuli sistemis arsebobas marketingis
organizaciis, dagegmvis da kontrolis sakiTxebis CaTvliT.
9. marketingi saqarTveloSi 20 welia, rac aqtiurad viTar-
deba. amitom Cvens qveyanaSi marketingis filosofia da
teqnologia Seswavlisa da damkvidrebis procesSia. mag-
ram sul ufro gasagebi xdeba klasikuri marketingis de-
bulebebisa da misi ganviTarebis Tanamedrove tendencie-
bis gamoyenebis aucilebloba Cvens qveyanaSi sabazro ur-
TierTobaTa ganviTarebis specifikuri Taviseburebebis
gaTvaliswinebiT. unda Seiqmnas marketingis qarTuli aso-
ciacia.

46
 Tavi 2. marketinguli dagegmva da
kontroli
2.1. marketinguli faseuloba da xolistikuri
marketinguli orientacia

marketingi mowodebulia daakmayofilos myidvelTa (momx-

marebelTa) survilebi da moTxovna. nebismieri komerciuli
organizaciis (firmis) amocanaa myidvelebs miawodos raime
faseuli da am gziT miiRos mogeba. hiperkonkurentul ekono-
mikaSi, rogoricaa XXI saukunis sabazro ekonomika, rodesac
myidvelebi sul ufro iqcevian racionalurad da bazarze
saqonlis sul ufro farTo arCevania, firmas (kompanias) Se-
uZlia miaRwios namdvil warmatebas mxolod myidvelebis-
Tvis saTanado faseulobis droulad miwodebiT.
tradiciuli gagebiT marketingi iwyeba maSin, rodesac
kompania iwyebs saqonlis gayidvas, e. i. faseulobis miwode-
bis procesis meore nawilSi (nax. 2.1-a) igulisxmeba, rom kom-
paniam winaswar icis, rogori saqoneli awarmoos da rom baza-
ri SeiZens mas sakmarisi raodenobiT mogebis misaRebad. kom-
paniebs, romlebic iziareben tradiciul Tvalsazriss, gaaC-
niaT didi Sansebi miaRwion warmatebebs ekonomikur garemoSi,
romlisTvisac damaxasiaTebelia sasaqonlo deficiti, rode-
sac momxmarebeli, rogorc wesi, ar uyenebs gansakuTrebul
moTxovnebs saqonlis xarisxs, teqnikur maxasiaTeblebs an di-
zains. magaliTad, aseTia ganviTarebadi qveynebis bazrebze yo-
veldRiuri moTxovnis ZiriTadi saqoneli.

a) fizikuri procesebis tradiciuli Tanmimdevroba

47
 b) faseulobis Seqmnisa da miwodebis Tanmimdevroba

nax. 2.1. ori Tvalsazrisi faseulobis miwodebis procesze

magram tradiciuli midgoma araefeqtiania im ekonomikur

sistemebSi, sadac momxmarebels sTavazoben saqonlis farTo
arCevans. am SemTxvevaSi `masobrivi bazari~ faqtiurad iyofa
mraval mikrobazrad. TiToeul maTganze arsebiTia momxmare-
belTa survilebi, warmodgenebi da yidvis kriteriumebi. ami-
tom gonierma mwarmoebelma (biznesmenma) unda Seqmnas faseu-
loba zustad gansazRvruli miznobrivi bazrebisTvis (myidve-
lebisTvis). am SemTxvevaSi dagegmvis amosavali punqtia marke-
tingi. firmebi, romlebic iziareben am Tvalsazriss, TavianT
saqmianobas ganixilaven rogorc faseulobis Seqmnis ganuyo-
fel Tanmimdevrobas da mis miwodebas. mocemuli Tanmimdevro-
ba warmodgenilia nax. 2.1-b. igi mociavs sam fazas. pirveli faza
_ kompanias xSirad akritikeben imitom, rom mas fexsacmlis
warmoeba ujdeba Zalian iafi, xolo myidvelebs am fexsacmels
sTavazoben Zvirad. sinamdvileSi, nedleuli, romlisganac igi
mzaddeba, da TviT warmoebis procesi iafia. magaliTad, kompa-
nia `Nike~ sasporto fexsacmels (erTi wyvili) amzadebs 15 do-
larad. garda amisa, amas emateba vaWrobis muSakebis, distribu-
torebis, reklamis da sxva xarjebi. fexsacmlis Rirebulebas
emateba kidev daaxloebiT 15 dolari. kompaniis mogeba erT
wyvil fexsacmelze Seadgens 7 dolars. amrigad, sacalo movaW-
reebi `Nike~-s fexsacmels iZenen 47 dolarad. amas emateba zed-
nadebis xarjebi vaWrobis sferoSi (personalisaTvis arenda,
savaWro mowyobiloba, sul daaxloebiT 30 dolari) da savaWro
daricxva (10 dolari), da saboloo fasi aRemateba 80 dolars.
amdens ixdis momxmarebeli.
faseulobis arCeva warmoadgens marketingis `saSinao dava-
lebas~, romelic xorcieldeba saqonlis Seqmnamde. marketin-
gis samsaxurma unda moaxdinos bazris segmentacia, SearCios
48
yvelaze mosaxerxebeli segmenti da ganaxorcielos masze SeTa-
vazebuli faseulobis pozicireba. formula `segmentireba _
miznobrivi bazrebis arCeva-pozicireba~ gamoxatavs strategi-
uli marketingis arss. konkretuli faseulobis arCevis Semdeg
iwyeba meore faza _ faseulobis miwodeba bazarze. detalu-
rad muSavdeba saqonlis zusti maxasiaTeblebi, dgindeba fasi,
muSavdeba gavrcelebis sistema.
mesame fazis amocanaa faseulobis win waweva savaWro per-
sonalis, gasaRebis stimulirebis, reklamis da komunikaciis
sxva wesebis (saSualebebis) organizaciis gziT, romlebic ga-
miznulia saqonlis Sesaxeb informaciis bazramde dayvanaze.
aRniSnuli sami fazidan TiToeul maTgans Tan axlavs Tavisi
xarjebi. rogorc naCvenebia 2.1-b-ze, rom faseulobis SeTavaze-
bis procesi iwyeba saqonlis bazarze gamoCenamde da grZeldeba
mis damuSavebamde, warmoebamde, agreTve mas Semdeg, rac igi
gaxdeba xelmisawvdomi myidvelebisTvis.
myidvelebisTvis faseulobis Seqmnis jaWvis, faseulobis
gazrdis gzebis moZiebis instrumentis cnobili koncefciis av-
toria harvardis (aSS) universitetis profesori maikl porte-
ri (nax. 2.2).

nax. 2.2. faseulobis Seqmnis jaWvis saerTo saxe

m. porteris modelis Sesabamisad TiToeuli kompaniis biz-

nesi SeiZleba ganxilul iqnes rogorc saqmianobis sxvadasxva
saxeebis sinTezi: daproeqteba, warmoeba, saqonlis win waweva da
gayidvisSemdgomi momsaxureba. faseulobis jaWvi Sedgeba cxra
saqmianobis strategiulad urTierTdakavSirebuli saxisagan
(rgolisagan), romelSic iqmneba faseuloba da xdeba danaxar-
jebis generireba; am rgolebis xuTi pirveladia, danarCenebi ki
TamaSoben damxmare rols.
49
 kompaniis saqmianobis pirveladi saxeebi moicaven masale-
bis Tanmimdevrul Semosulobas (Semosuli logistika), masa-
lebis gardaqmna saboloo produqtebad (warmoeba), saboloo
produqciis miwodeba (gasuli logistika), misi win waweva (mar-
ketingi da gayidvebi) da gayidvebisSemdgomi momsaxureba (ser-
visi). damxmare saqmianobas miekuTvneba materialur-teqni-
kuri momarageba (logistika), teqnologiis ganviTareba, ada-
mianiseuli resursebis marTva da kompaniis infrastruqtura.
Cveulebrivad aRniSnuli funqciebi xorcieldeba kompaniis
specializebuli qvedanayofebis mier, magram ara marto maT
mier. kompaniis infrastruqtura moicavs saerTo xelmZRvane-
lobas, dagegmvas, sabuRaltro (maT Soris finansur) aRric-
xvas, saqmiswarmoeba da urTierTobebi saxelmwifo xelisuf-
lebis organoebTan.
kompaniis amocanaa danaxarjebisa da Rirebulebis analizi,
romelic iqmneba jaWvis TiToeul rgolSi, da efeqtianobis
amaRlebis gzebis moZieba. kompaniam unda Seafasos konkuren-
tebis muSaobis xarjebi da efeqtianoba da Seadaros isini sa-
kuTar maCveneblebs (benrmarkingi). erTi SedarebiT Sez-
Rudva ar SeiZleba: aucilebelia msoflioSi saukeTeso kompa-
niebis saukeTeso praqtikis Seswavla.
kompaniis efeqtiani muSaoba damokidebulia ara marto
kompaniis TiToeuli qvedanayofis mier Tavisi funqciebis Ses-
rulebaze. aramed maTi moqmedebis koordinaciis doneze biz-
nes-procesebis SesrulebaSi. biznes-procesebi moicaven:
¾ bazris Seswavlis process: saqmianobis yvela saxe, rom-
lebic mimarTulia sabazro informaciis Segrovebaze,
misi gavrceleba organizaciis SigniT da Semdgomi moqme-
debebi;'
¾ axal miwodebaTa realizaciis process: saqmianobis
yvela saxe, romlebic mimarTulia bazarze umokles va-
daSi da dadgenili biujetis farglebSi kargi xarisxis
axal miwodebaTa gamokvlevaze, damuSavebasa da gamoSve-
baze;
¾ myidvelTa mizidvis process: saqmianobis yvela saxe,
romlebic mimarTulia miznobrivi bazrebis gansazRv-
rasa da axali myidvelebis (momxmareblebis) moZiebaze;
¾ myidvelebTan urTierTobebis marTvis process:
saqmianobis yvela saxe, romlebic mimarTulia myidve-
lebis Sesaxeb codnis gaRrvamebaze, maTTan urTierTo-

50
 bebis ganviTarebasa da winadadebaTa damuSavebaze in-
dividualuri klientebisaTvis;
¾ movaleobaTa Sesrulebis process: saqmianobis yvela
saxe, romlebic mimarTulia SekveTebis miRebasa da da-
muSavebaze, mza produqciis droulad miwodebasa da
fuladi gadasaxadebis miRebaze.
kompaniis saboloo warmatebis misaRwevad aucilebelia
konkurentuli upiratesobebis mopoveba uSualo saqmiano-
bis sferos farglebs gareT, faseulobis Seqmnis jaWvSi, e. i.
mimwodebelTa, distributorebisa da momxmarebelTa garemoSi,
mkacri konkurenciis pirobebSi bevri kompania muSaobs gan-
sazRvrul mimwodeblebTan da distributorebTan permanen-
tulad partniorul safuZvelze, ayalibeben ra momxmareb-
lebisTvis faseulobis miwodebis sistemas, romelsac ag-
reTve uwodeben miwodebaTa jawvs.
myidvelebisTvis faseulobis Seqmnis procesis Sesaxeb war-
modgenis gafarToebis SesaZleblobas iZleva xolistikuri
(mTliani) marketinguli orientacia. xolistikur marketingSi
es procesi ganixileba rogorc `faseulobis Seswavlis, Seqmni-
sa da miwodebis moqmedebaTa gaerTianeba grZelvadiani, Ziri-
Tadad dainteresebul pirebs Soris urTierTdamakmayofile-
bel urTierTobaTa da maTi keTildReobis amaRlebis mowes-
rigebis mizniT~.1 am Tvalsazrisis Tanaxmad, kompaniebi xolis-
tikuri marketinguli orientaciiT aRweven warmatebas fase-
ulobis Seqmnis maRalefeqtiani jaWvis marTvis meoxebiT,
rac uzrunvelyofs produqciis (saqonlis), servisis xarisxis
maRal dones da momsaxurebis siswrafes. aseTi kompaniebi aR-
weven mogebis zrdas `myidvelis wilis~ gafarToebis, samom-
xmareblo loialobis formirebis, klientebis mudmivi Semo-
savlianobis gadidebis gziT. nax. 2.3.2 asaxavs xolistikuri
marketingis struqturas da uCvenebs ZiriTadi moqmedi pire-
bis urTierTmoqmedebebs myidvelebisTvis faseulobis Se-
saqmnelad.
xolistikuri marketingis struqtura mowyobilia ise,
rom pasuxi gaeces sam sakvanZo sakiTxs:
1. faeeulobis Seswavla: kompaniebma rogor unda moax-
dinon axal SesaZleblobaTa identificireba faseulo-
bis Sesaqmnelad?

1
Котлер Ф., Келлер К. Л., Маркетинг менеджмент, 2077, с. 67.
2
iqve, gv. 68.
51
 2. faseulobis Seqmna: kompaniebma rogor Seqmnan faseu-
lobis ufro perspeqtiuli axali miwodebebi?
3. faseulobis miwodeba: kompaniam rogor gamoiyenos
misi unari da infrastruqtura, rom SesTavazon myid-
velebis axali saxeebi ufro efeqtianad.

nax. 2.3. xolistikuri marketingis struqtura

am TvalsazrisiT friad mniSvnelovania faseulobis Ses-

wavla, risTvisac aucilebelia `safaseulo SesaZleblobaTa~
Seswavlis zustad gansazRvruli strategia. aseTi strategiis
damuSaveba moiTxovs sami sivrcis urTierTkavSiris garkvevas:
1) myidvelTa sivrcis, 2) firmis kompetenciebis sivrcisa da
3) partniorebis resursuli sivrcis. myidvelTa kognitiu-
ri sivrce asaxavs arsebul da latentur moTxovnilebebs da
moicavs iseT kategoriebs, rogoricaa moTxovnileba monawi-
leobaSi, stabilurobaSi, Tavisuflebasa da cvlilebebSi. fir-
mis kompetenciaTa sivrce SeiZleba daxasiaTdes sifarTovi-
Ta (saqmianobis farTo an viwro sfero) da siRrmiT (fizikuri
an informaciuli unari). partniorebis resursuli sivrce mo-
icavs horizontalur partniorobas, rodesac firma irCevs
partniorebs maTi unaris principis mixedviT gamoiyenos mis-
Tvis misaRebi sabazro SesaZleblobebi, da vertikalur part-
52
niorobas, rodesac firma irCevs partniorebs faseulobis Seq-
mnaSi maTi monawileobis gaTvaliswinebiT.
safaseulo SesaZleblobebis gamoyenebisTvis firmebs (kom-
paniebs) sWirdebaT faseulobis Seqmnis Cvevebi. bazris subieq-
tebma unda icodnen: myidvelebisTvis axali sargeblis gamov-
lena, sapartnioro sistemidan biznes-partniorebis SerCeva;
rom Seiqmnas myidvelisTvis axali sargebeli, firmam unda gai-
gos, raze fiqrobs myidveli, ra surs mas, ra awuxebs. aucilebe-
lia gairkves agreTve ra aRafrTovanebs myidvelebs, visTan
urTierToben, vin axdens maTze gavlenas.
ZiriTadi kompetenciebis maqsimizaciam SeiZleba moiTxovos
biznesis gardaqmna. igi moicavs sam etaps: 1) biznesis koncefci-
is (mTavari ideis) gansazRvra, 2) biznesis sazRvrebis formire-
ba da 3) firmis individualuri savaWro markis pozicireba (ro-
gor unda aRiqvan myidvelebma firma).
faseulobis gadacemas (miwodebas), rogorc wesi, Tan ax-
lavs mniSvnelovani investiciebi kompaniis (firmis) infras-
truqturaSi. kompaniam unda moawesrigos urTierTobebi myid-
velebTan (momxmareblebTan) da partniorebTan. ara naklebi
mniSvneloba aqvs Siga resursebis marTvas. myidvelebTan urTi-
erTobebis mowesrigeba SesaZleblobas aZlevs firmas gaigos
ras warmoadgenen misi klientebi (momxmareblebi), rogoria ma-
Ti qceva, ras saWiroeben da ra undaT. amis meoxebiT firmebs ag-
reTve eqmnebaT SesaZlebloba sworad, SeTanxmebulad da swra-
fad moaxdinon reagireba myidvelTa potenciur survilebze.
imisaTvis, rom es reaqcia iyos efeqtiani kompanias sWirdeba Si-
ga resursebis gonivruli marTva, ZiriTadi biznes-procesebis
(iseTebis, rogoricaa SekveTebis miReba, mTavari sabuRaltro
wignisa da xelfasis uwyisis warmarTva, warmoeba) programuli
produqtebis erTiani ojaxis CarCoebSi. dabolos, partnioreb-
Tan urTierTobebis mowesrigeba kompanias aZlevs SesaZleblo-
bas SeinarCunos rTuli kavSirebi Sesyidvis, produqciis damu-
Savebisa da miwodebis kontragentebTan.
myidvelebisTvis (momxmareblebisTvis) faseulobis raobis
codna, am faseulobis Seqmna, misi miwodeba (gadacema) da Senax-
va warmatebuli marketingis aucilebeli pirobaa. warmatebuli
marketingi ganpirobebulia marketingis namdvili profesiona-
lebiT. aseTi kompaniebi saqarTveloSi Zalian mcirea. TiToeu-
li maTganis yuradRebis centrSia myidveli, da kompaniis mTe-
li saqmianoba organizebulia imgvarad, rom efeqtianad upasu-
xos myidvelTa cvalebad moTxovnilebebs. msoflioSi cnobili

53
kompaniebis (Nike, Disney, Marriott Hotels, Sony, Toyota, Nokia da sxv.)
marketingis ganyofilebis TanamSromlebi gamoirCevian profe-
sionalizmis maRali doniT, xolo sxva ganyofilebebi _ sawar-
moo, safinanso, kvleviTi, kadrebis, Sesyidvebis _ ucvlelad
xelmZRvaneloben principiT `myidveli _ mefea~.
faseulobis Seqmna, miwodeba da win waweva moiTxovs mraval
sxvadasxva marketingul RonisZiebas. swori arCevanisa da gan-
xorcielebisaTvis aucilebelia strategiouli dagegmva.

2.2. strategiuli dagegmva da analizi

strategiuli dagegmvis procesSi didi roli ekuTvnis

marketings. strategiuli dagegmva, romelic orientirebulia
bazarze, warmoadgens marketingis menejmentis mTavar funqci-
as, romelSic moiazreba organizaciis (firmebis) miznebis, Se-
saZleblobebisa da resursebis myari balansis miRwevisa da Se-
narCunebis da axal sabazro SesaZleblobaTa marTvis procesi.
strategiuli dagegmvis mizania iseTi moqmedebebis, produqte-
bis, momsaxurebis da komunikaciis procesis damuSaveba, rom-
lebic xels uwyoben mogebisa da firmis zrdis xaziT dasaxuli
amocanebis miRwevas. warmatebuli firmebi agreTve srulyofen
TavianT xelovnebas marketinguli saqmianobis organizaciaSi,
realizaciasa da kontrolSi. konkurenciis gamwvavebis piro-
bebSi marketinguli procesis marTvis unari gaxda didmniSvne-
lovani (firmebis) konkurentuli upiratesoba.
strategiuli dagegmva xorcieldeba sam ZiriTad sferoSi:
1) firmis sainvesticio portfelis marTva;
2) saqmianobis TiToeuli saxis perspeqtivebis gulmodgine
Sefaseba, firmis sabazro zrdis maCveneblebisa da pozi-
ciebis Seswavla konkretul bazarze;
3) strategiis damuSaveba saqmianobis TiToeuli mimarTu-
lebisTvis grZelvadiani miznebis miRwevis scenaris geg-
mis saxiT.
marketingis menejmentis xelovnebis dauflebis ZiriTadi
piroba strategiuli dagegmvis saidumloebebSi Cawvdomaa.
msxvili firmebis umravlesobis organizaciuli struqtura
moicavs oTx dones: korporaciul, diviziur, biznes-erTeule-
bis da sasaqonlo doneebs. firmis saTavo ofisi pasuxs agebs
korporaciuli strategiuli gegmis formirebisTvis, romelic
warmarTavs mTlianad organizaciis saqmianobas perspeqtivaSi
mogebis misaRwevad; Stab-bina Rebulobs gadawyvetilebas qve-

54
danayofTa da agreTve biznesis axali mimarTulebebis mxarda-
Weris an araperspeqtiuli mimarTulebebis Sewyvetis Sesaxeb.
TiToeuli qvedanayofi (ganyofileba, samsaxuri) amuSavebs Ta-
vis gegmas, romelSic ganisazRvreba fondebis ganawilebis pro-
porciebi saqmianobis mimarTulebis mixedviT. biznes-erTeu-
lis (sawarmoo) strategiuli gegma gamiznulia mis grZelvadian
rentabelur sameurneo (sawarmoo) saqmianobaze. sabolood
biznes-erTeulis SigniT muSavdeba marketingis gegma calkeu-
li saqonlis (saasortimento jgufebis, savaWro markis) mixed-
viT bazris konkretul segmentebze.
marketingis gegma moqmedebs or doneze: strategiul da
taqtikur doneze. marketingis strategiuli gegmis sagania
miznobrivi bazrebi da bazarze faseuli miwodebebi, romlebic
emyareba firmis perspeqtiuli sabazro SesaZleblobebis ana-
lizs. marketingis taqtikuri gegma gansazRvravs produqtis
maxasiaTeblebs, moTxovnis stimulirebis RonisZiebebs, gasa-
Rebis taqtikas, gavrcelebisa da momsaxurebis arxebs. marke-
tingis gegma yvela marketinguli moqmedebis orientaciisa da
koordinaciis mTavari instrumentia. marketingis realizacia
xdeba firmis Sesabamis doneebze. marketingis menejmentis sa-
SualebiT xorcieldeba Sedegebis monitoringi da saWiroebis
SemTxvevaSi gegmebis koreqtireba. marketingis strategiis da-
gegmva, realizacia da kontroli warmodgenilia 2.4 naxazze.
korporaciis Stab-bina pasuxismgebelia strategiuli da-
gegmvis procesis organizaciisTvis da adgens dagegmvis CarCo-
ebs biznes-erTeulebis qvedanayofebisTvis, gansazRvravs ra
firmis misias, mis politikas, strategias da amocanebs. korpo-
raciebis erT nawilSi biznes-erTeulebs (sawarmoebs) gaaCniaT
Tavisuflebas da ganyofilebaTa menejerebi damoukideblad
gansazRvraven gayidvebisa da mogebis sagegmo maCveneblebs.
sxva firmebSi xelmZRvaneloba gansazRvravs biznes-erTeule-
bis mxolod ZiriTad miznebs, maSin rodesac am erTeulebis me-
nejerebi damoukideblad amuSaveben maT miRwevaze mimarTul
strategiebs. umaRlesi xelmZRvaneloba ki gansazRvravs qveda-
nayofebis miznebsac da agreTve aqtiurad monawileobs biznes-
erTeulebis strategiebis damuSavebis procesSic. nebismieri
firmebis Stab-bina axorcielebs dagegmvis xaziT saqmianobis
oTx saxes: gansazRvravs firmis misias, strategiul biznes-er-
Teulebs, anawilebs resursebs biznes-erTeulebis mixedviT,
gegmavs saqmianobis axal mimarTulebebs da amcirebs an axdens
Zveli mimarTulebebis likvidacias.

55
 nax. 2.4. strategiuli dagegmva. gegmebis realizacia da kontrolis
Sesrulebis organizacia

TiToeuli firma axorcielebs raime saqmianobas, asrulebs

gansakuTrebul misias, miznobriv amocanas: awarmoebs produq-
cias, gascems kreditebs, eweva momsaxurebas da a. S., droTa gan-
mavlobaSi misia SeiZleba Seicvalos korporaciis mier pro-
duqciis axali saxeebis gamoSvebis an axal bazrebze gasvlasTan
dakavSirebiT. firmis misiis gansazRvrisas misma xelmZRvane-
lobam pasuxi unda gasces Semdeg fuZemdeblur sakiTxebs: ras
warmoadgens firmis biznesi? vin aris misi klienti? ra aris fa-
seuli firmis momxmareblebisTvis? rogoria misi biznesis mo-
mavali? firmam unda SeimuSaos iseTi misia, romelsac gaiziare-
ben misi menejerebi, TanamSromlebi da bevr SemTxvevaSi _ kli-
entebi.
firmis zustad formulirebuli misia fokusirdeba mizne-
bis SezRudul ricxvze, firmis politikis ZiriTad mimarTu-
lebebsa da prioritetebze da gansazRvravs konkurenciis Zi-
riTad ares, sadac moqmedebs korporacia:
1) dargobrivi are _ dargTa diapazoni, romlebSic axor-
cielebs biznes-operaciebs firma. zogierTi firma muSa-
obs erT dargSi; sxva firmebi rig erTmaneTTan dakavSire-
bul dargebSi; firmebis erTi nawili awarmoebs mxolod
sawarmoo daniSnulebis produqcias (warmoebis saSuale-
bebs), meore nawili ki _ mxolod samomxmareblo saqo-
nels an momsaxurebas; aris SemTxvevebi, rodesac biznes-

56
 operaciebs awarmoebs nebismieri dargis warmomadgen-
lebTan;
2) produqciisa da saqmianobis mimarTulebaTa are _
firmis mier gamosaSvebi produqciisa da misi saqmianobis
mimarTulebebi. magaliTad, firma St. Jude Medical Tavis mo-
wodebad miiCnevs uzrunvelyos mTeli msoflios eqimebi
maRalxarisxiani preparatebiTa da mowyobilobebiT gul-
sisxlZarRvTa daavadebebis mkurnalobisTvis;
3) kompetenciebis are _ firmis mudmivad srulyofili
teqnologiuri da sxva unar-Cvevebis diapazoni. magali-
Tad, iaponuri firma NEC-is mTavari daniSnulebaa kom-
piuteris warmoeba da kavSirgabmulobis komunikaciuri
sistemebisa da kvanZebis Seqmna, rac mas aZlevs SesaZleb-
lobas warmatebiT gamouSvas portatuli kompiuterebi,
televizorebi, mobiluri telefonebi da a. S.;
4) bazris are _ bazris an klientebis tipi, romlebic sar-
gebloben firmis momsaxurebiT. zogierTi firma emsaxu-
reba mxolod elituri saqonlis bazrebs. magaliTad,
firma Gerber ZiriTadad awarmoebs saqonels axaldabade-
bulTaTvis;
5) vertikaluri integraciis are _ faseulobis Seqmnis
sistemis rgolebis raodenoba, nedleulis mopovebidan
saboloo produqtis warmoebasa da gavrcelebamde, rom-
lebsac axorcielebs firma. erTi ukiduresobis magali-
Tia maRalintegrirebuli firmebi; meore ukiduresoba _
firma integraciis dabali doniT an saerTod ar gaaCnia
sakuTari warmoeba;
6) geografiuli are _ regionebis, qveynebis an qveynebis
jgufis diapazoni, romlebSic funqcionirebs firma. ge-
ografiuli are SeiZleba iyos gansazRvruli qalaqi an sa-
xelmwifo, kontinenti. multierovnuli korporaciebis
saqmianoba praqtikulad vrceldeba msoflios yvela qve-
yanaze.
msxvili firmebi marTaven biznes-operaciebis sxvadasxva
mimarTulebebs, romelTa ganviTareba gulisxmobs gansakuTre-
bul strategiebis realizaciis aucileblobas. strategiuli
biznes-erTeulebis ganmasxvavebeli niSnebia:
1) saqmianobis ramdenime urTierTdakavSirebuli mimarTu-
lebebis sferoebis erTianoba, romelTa dagegmva xorci-
eldeba mTlianad firmis saqmianobisagan damoukideb-
lad;
57
 2) konkurentebis arseboba bazris gansazRvrul segmenteb-
ze;
3) biznes-erTeulis menejeri pasuxismgebelia strategiu-
li dagegmvis ganxorcielebasa da mogebis miRebaze. igi
akontrolebs faqtorTa umravlesobas, romlebic axde-
nen gavlenas mogebis doneze.
strategiuli biznes-erTeulis organizaciis mizania damo-
ukidebeli strategiebis damuSaveba da realizacia da Sesabami-
si dafinansebis gamoyofa. firmis umaRlesi donis menejerebi
iyeneben analitikur saSualebebs. firmis biznes-portfelis
Sefasebis ori saukeTeso modeli damuSavebulia bostonis sa-
konsultacio jgufisa da korporacia General Electric-is mier.
aSS wamyvani konsaltinguri kompaniis TanamSromlebma, bosto-
nis sakonsultacio jgufma SeimuSaves da sayovelTao popula-
roba moutanes bazris zrda/wilis matricas (nax. 2.5). naxazze
rva wrewiri warmoadgens firmis rva qvedanayofis sididesa da
sabazro poziciebs. TiToeuli biznes-erTeulis gayidvebis mo-
culoba wris farTobis proporciulia. cifrebi 5 da 6 niSnavs
firmis saqmianobis yvelaze mniSvnelovan mimarTulebebs. Ti-
Toeuli biznes-erTeulis adgili matricaSi ganisazRvreba
bazris zrdis tempebis Sesabamisad, romelzec igi funqcioni-
rebs da ekuTvnis mas bazris garkveuli wili.
matricis vertikalur RerZze asaxulia strategiuli biz-
nes-erTeulis bazris zrdis tempebi. bazris SefardebiTi wili
_ horizontaluri RerZi uCvenebs strategiuli biznes-er-
Teulis bazris wilisa da misi yvelaze msxvili konkurentis
bazris wilis Tanafardobas. igi asaxavs Sesabamis bazarze fir-
mis gavlenis xarisxs. matrica bazris zrda/wili dayofilia
oTx kvadratze, romlebSic warmodgenilia firmis saqmiano-
bis sxvadasxva mimarTulebebi:
1. `varskvlavebi~ _ swrafad ganviTarebadi bazris lide-
rebi. warmatebiT ganviTarebisas `kiTxviT niSans~ SeuZ-
lia gadaiqces `varskvlavebad~. magram `varskvlavis~
statusi yovelTvis ver uzrunvelyofs firmas fuladi
saxsrebis arsebiTi nakadiT, ramdenadac strategiuli
biznes-erTeulebis zrdis maRali tempebis SenarCunebasa
da konkurentebis Setevebis mosagvareblad saWiroa mniS-
vnelovani resursebi;
2. `kiTxviTi niSnebi~. kiTxviTi niSnebiT aRniSnaven
strategiul biznes-erTeulebs, romlebic axorcieleben
biznes-operaciebs bazrebze zrdis maRali tempebiT, mag-

58
 ram floben bazris dabali SefardebiT wils. `kiTxvis
niSani~ saWiroebs mniSvnelovan fulad saxsrebs, ramdena-
dac firmam unda aaSenos qarxnebi, Seisyidos mowyobi-
loba da miiRos personali, rom ar CamorCes konkuren-
tebs swrafad mzard bazarze;

nax. 2.5. matrica `bazris zrda/wili~ (bostonis sakonsultacio jgufi)

3. `fuladi mewveli Zroxebi~ _ yofili `varskvlavebi~,

romlebic floben zrdis dabal tempian maRali wilis
bazrebs. `mewveli Zroxebis~ meSveobiT xdeba fuladi
nakadebis generireba (warmoebis masStabisa da wminda
mogebis zrdis meoxebiT), firmis angariSebis ganaRdeba
da saqmianobis sxva saxeebis mxardaWera;
4. `ZaRlebi~ _ saqmianobis saxeebia, romlebic axasiaTe-
ben dabal wilebs nela mzard bazrebze. rogorc wesi,
maT ar moaqvT mogeba (xSirad ubralod zaraliania).
firmis Semdegi amocanaa TiToeuli strategiuli biznesis
erTeulebis miznebis, strategiebisa da biujetis gansazRvra.
firmis menejmentis poziciidan saWiroa SeirCes oTxi stra-
tegiidan erTi:
¾ warmoebis (biznesis) gafarToeba. mizani strategiuli
biznes-erTeulis bazris wilis gadideba, maSinac ki Tu
59
 amisTvis saWiro iqneba moklevadiani Semosavlebis da-
xarjva-gafarToebis strategia, Cveulebrivad gamoiye-
neba `kiTxviTi niSnebis~ dros, romlebsac aqvT Sansi
gaxdnen `varskvlavebi~.
¾ SenarCuneba. mizania bazris wilis SenarCuneba. yvelaze
mizanSewonilia misi gamoyeneba Zlieri `mewveli Zroxe-
bis~ dros, romlebsac moaqvT firmisTvis fuladi sax-
srebis mniSvnelovani moculobebi;
¾ `mosavlis aReba~. mizania moklevadian fulad Semosu-
lobaTa gadideba, miuxedavad grZelvadiani Sedegebisa.
strategia moicavs gadawyvetilebis SesaZleblobas di-
versirebisa (biznesze uaris Tqma) da danaxarjebis (ga-
mokvlevebze, reklamaze, mowyobilobis modernizacia-
ze da a. S.) mudmivad Semcirebis programis gamoyenebis
Sesaxeb. es strategia Cveulebrivad gamoiyeneba susti
`mewveli Zroxebisa~ da `ZaRlebis~ dros;
¾ divestireba. strategiis mizania warmoebis (biznesis)
gayidva an likvidacia; myidvels SeuZlia gamoiyenos
arsebuli resursebi ufro efeqtianad. igi upiratesad
gamoiyeneba `ZaRlebis~ da `kiTxviTi niSnebis~ dros,
romlebic amcireben firmis mogebas.
droTa ganmavlobaSi strategiuli biznes-erTeulebis po-
ziciebi icvleba warmatebuli biznesis sasicocxlo ciklis
Sesabamisad, romelic iwyeba rogorc `kiTxviTi niSani~, gada-
iqceva `varskvlavad~, Semdeg `mewvel Zroxad~, xolo bolos
`ZaRlad~. aqedan gamomdinare, firmam unda gaanalizos ara
marto strategiuli biznes-erTeulis pozicia matricaSi `baz-
ris zrda/wili~ (fotografiis principiT), aramed misi ganvi-
Tarebis perspeqtivebi (kinomatografiis principiT). Tu pers-
peqtivebi aradamakmayofilebelia, firmis menejmentma unda
uzrunvelyos axali strategiis SemuSaveba.
TiToeuli biznesi fasdeba ori ZiriTadi kriteriumiT _
sabazro mimzidveloba da biznesis efeqtianoba, romlebic
marketingis TvalsazrisiT idealuria strategiuli biznes-
erTeulis SefasebisTvis. warmatebuli firma muSaobs mimzid-
vel bazrebze, xolo misi biznesi sakmaod efeqtiania warma-
tebis misaRwevad. Zlieri firmac aramimzidvel bazarze, sus-
ti firmac mimzidvel bazarze uperspeqtivoni arian. meneje-
rebma firmis strategiis gaTvaliswinebiT unda gaakeTon Ti-
Toeuli strategiuli biznes-erTeulis mosalodneli pozi-
ciis prognozi 3-dan 5 wlamde vadiT. aseTi prognozi moi-

60
cavs TiToeuli produqtis sasicocxlo ciklis analizs, kon-
kurentebis savaraudo strategiebis Sefasebas, axal teqno-
logiebs, saerTo ekonomikur situaciebs da a. S.
strategiuli dagegmvisa da menejmentSi sul ufro met
mniSvnelobas iZens biznes-portfelis modelebi. isini exma-
rebian menejerebs ganaviTaron strategiuli azrovneba, Rrmad
gaacnobieron biznesis efeqtianoba. gaaumjobeson gegmebisa
da qvedanayofebis menejmentisa da korporaciis xelmZRvane-
lobis urTierTqmedebaTa xarisxi, Seavson informaciuli xar-
vezebi da gamoyon didmniSvnelovani sakiTxebi, miiRon gadaw-
yvetilebebi saqmianobis `uimedo~ mimarTulebaTa likvida-
ciis da perspeqtiul mimarTulebaTa damatebiTi finansire-
bis Sesaxeb. magram biznes-portfelis modelebis gamoyeneba
moiTxovs garkveul sifrTxiles. firmebi, romlebic maT iye-
neben, metismet yuradRebas uTmoben bazris wilsa da axal
perspeqtiul dargebSi Sesvlas, rac iwvevs axlandel situa-
ciebze yuradRebis modunebas. ramdenadac modelSi gamoiyene-
ba gasaSualebuli maCveneblebi, matricis erT rgolSi SeiZ-
leba aRmoCndes biznesis ori da meti mimarTuleba, rac aZne-
lebs optimaluri strategiis SerCevas. amasTan modeli ar
asaxavs firmis saqmianobis sxvadasxva mimarTulebis urTier-
Tmoqmedebebs, ris gamoc erT-erT maTganis Sesaxeb gadawyveti-
lebis miRebam SeiZleba negatiuri gavlena moaxdinos sxva mi-
marTulebaze. mTlianad biznes-portfelis modelebi xels
uwyoben menejerebis analitikuri da strategiuli Cvevebis
ganviTarebas, romelTa mier miRebuli gadawyvetilebebi dRes
emyareba ara marto pirad intuicias.
1. intensiuri zrda _ firmis intensiuri zrdis axali
SesaZleblobis gansazRvris qmediTi sqema: matrica pro-
duqti/bazris gafarToeba. firmis xelmZRvaneloba Re-
bulobs gadawyvetilebas, Seswevs Tu ara mas unari gaa-
farToos bazris minzobrivi segmenti (bazarze SeRwevis
strategia). Semdeg ganixileba sakiTxi gamosaSvebi pro-
duqciis axali bazrebis formirebis an Ziebis Sesaxeb
(bazris formirebis strategia). dabolos, menejerebi
afaseben axali, potenciurad saintereso produqciis da-
muSavebis SesaZleblobas arsebuli bazrebisaTvis, rom-
lis Sedegadac Cndeba axali bazrebisaTvis axali pro-
duqciis damuSavebisa da gamoSvebis SesaZlebloba (di-
versifikaciis strategia);

61
 2. integraciuli zrda. xSirad firmaSi mdgomareoba icv-
leba ukuintegraciis (mimwodebeli firmebis SeZena),
progresuli integraciis (distributorebis STanTqma)
an horizontaluri integraciis (konkurentebis SeZena).
Tu es resursebi ver uzrunvelyofen gasaRebis mocu-
lobis sasurvel gadidebas, firmis xelmZRvanelobas
SeuZlia ganixilos saqmianobis diversifikaciis SesaZ-
lebloba;
3. diversifikaciuri zrda. diversifikacia gamarTlebu-
lia im SemTxvevaSi, rodesac menejerebi darwmunebuli
arian biznesis zrdis karg perspetqtivaSi, romelic ar
Sedis firmis mimdinare sawarmos portfelSi. cnobilia
diversifikaciis sami ZiriTadi tipi:
¾ firmas SeuZlia miiRos gadawyvetileba axali produq-
ciis gamoSvebis Sesaxeb, romelic Seesabameba arsebul
teqnologiur an marketingul resursebs (koncentriu-
li diversifikacis strategia);
¾ SesaZlebelia axali produqciis moZebna, romelic gan-
kuTvnilia firmis klientebisaTvis, maSinac ki Tu igi
teqnologiurad ar aris dakavSirebuli sawarmoo sim-
ZlavreebTan (horizontaluri dievrsifikaciis strate-
gia);
¾ firmam SeiZleba arCevani gaakeTos saqmianobis axal sfe-
roze, romelic ar aris dakavSirebuli arc arsebul teq-
nologiasTan, arc firmis produqciasTan da ar ekuTv-
nis mis bazars (konglomeraciuli diversifikaciis stra-
tegia).
strategiuli gegmis realizacia gulisxmobs ara marto
saqmianobis axali sferoebis ganviTarebas, aramed biznesis
araperspeqtiuli saxeebis frTxil diversirebas, raTa gamo-
Tavisufldes aucilebeli resursebi da Semcirdes firmis
xarjebi. yuradsaRebia isic, rom biznesis saxe, romelic qroni-
kulad `koWlobs~ moiTxovs menejerebis mxriv did yuradRe-
bas. sawarmoTa (firmebis) zrdis SesaZleblobebze menejmen-
tis koncentraciis aucileblobam gamoiwvia araperspeqtiu-
li warmoebebis Semcireba.
korporaciis doneze strategiuli dagegmvis problemebis
ganxilvasTan SedarebiT aranaklebi mniSvneloba aqvs amoca-
nebis analizs strategiuli biznes-erTeulebis doneze. am do-
neze strategiuli dagegmvis procesi moicavs rva etaps (nax.
2.6).

62
 nax. 2.6. biznes-erTeulis (sawarmos) strategiuli dagegmvis procesi

TiToeulma strategiulma biznes-erTeulma (sawarmom) un-

da gansazRvros biznes-misia, romelic gansxvavdeba firmis
(korporaciis) ufro farTo amocanebisagan.
firmis Zlieri da susti mxareebis, SesaZleblobebisa da
saSiSroebebis (safrTxeebis) Sefasebas ewodeba SWOT _ ana-
lizi (SWOT – Strengths, Weaknesses, Opportumities, Threats).
sawarmoebma (firmebma) mudmivad unda gamoikvlion makro-
garemos ZiriTadi demorgafiuli, ekonomikuri, teqnologiu-
ri, politikuri, samarTlebrivi, socialuri, kulturuli faq-
torebi, agreTve mikrogaremos mniSvnelovani elementebi (mom-
xmareblebi, mimwodeblebi, konkurentebi), romlebic gavlenas
axdenen maTi saqmianobis efeqtianobaze. gare garemos gamok-
vlevis ZiriTadi mizania axali marketinguli SesaZleblobe-
bisa da mosalodneli safrTxis gacnobiereba.
marketingul SesaZleblobebSi moiazreba momxmarebelTa
moTxovnilebebi, romelTa dakmayofileba firmis efeqtiano-
bis _ mogebis miRebis pirobaa. rom Sefasdes TiToeuli SesaZ-
leblobis mimzidveloba da warmatebis miRwevis albaToba,
firmam unda Caataros sabazro SesaZleblobaTa analizi. ami-
saTvis pasuxi unda gaeces xuT kiTxvas:
1) SesaZlebelia Tu ara zustad Camoyalibdes konkretu-
li miznobrivi bazris mixedviT is sargeblianoba, ro-
melic SeiZleba moutanos firmas am SesaZleblobebma?
2) SeiZleba Tu ara miznobriv bazars gaaCndes ekonomiku-
rad xelsayreli reklamisa da savaWro arxebis saSuale-
bebi?

63
 3) xelmisawvdomia Tu ara firmisTvis rezervebi da resur-
sebi, romlebic aucilebelia momxmarbelTa dasakmayo-
fileblad?
4) SeuZlia Tu ara firmas momxmarebelTa ukeT dakmayofi-
leba nebismier moqmed an potenciur konkurentebTan
SedarebiT?
5) iqneba Tu ara mogebis done Sesabamisi firmis integra-
ciebTan?
rac Seexeba mosalodnel safrTxeebs, maTSi moiazreba uar-
yofiTi tendenciebis gavlena an movlenaTa arakeTilsasur-
veli ganviTareba, romlebic iwveven firmis gayidvebis mocu-
lobebisa da Semosavlebis Semcirebas. saSiSroebaTa klasifika-
cia xdeba maTi seriozulobisa da warmoebis albaTobis Sesa-
bamisad. SesaZlebelia umniSvnelo safrTxis ignorireba. sxva
saSiSroebebi, romlebsac SeuZliaT firmisTvis zianis mota-
na, moiTxoven mudmiv dakvirvebas. imisaTvis, rom Tavidan iqnes
acilebuli safrTxe, firmis xelmZRvanelobam unda moamza-
dos moqmedebaTa gegma gauTvaliswinebel garemoebaTa Sem-
TxvevebisaTvis, romelSic gaTvaliswinebuli iqneba firmis
sapasuxo reaqcia.
gare garemos mimzidveli SesaZleblobebis gacnobierebas-
Tan erTad aucilebelia realuri perspeqtivebis realizaciis
mizniT firmis Siga garemos (Zlieri da susti mxareebis) anali-
zi. xelmZRvanelobam periodulad xelaxla unda Seafasos fir-
mis Siga Zlieri da susti mxareebi. zogjer warumateblobis mi-
zezi aris ara Zlieri mxareebis ararseboba, aramed firmis
struqturuli qvedanayofebis (ganyofilebebis) muSaobis ara-
sakmarisi koordinacia. amitom friad mniSvnelovania samuSao
urTierTobebi ganyofilebebs Soris, rac warmoadgens Siga
garemos arsebiT faqtors. bevr firmaSi yovelwliurad yvela
ganyofilebis mier fasdeba TavianTi Zlieri da susti mxaree-
bi, agreTve qvedanayofebi, romlebTanac isini urTierTmoqme-
deben. ganyofilebaTa muSaobaSi naklovanebebis gamovlineba
da gansazRvra SesaZleblobas qmnis RonisZiebaTa gatarebi-
saTvis maT aRmosafxvrelad.
strategiuli analizis (SWOT) Semdeg firma iwyebs spefi-
cikuri miznebis gansazRvras sagegmo periodze. strategiu-
li dagegmvis procesis am etaps ewodeba miznebis formuli-
reba. menejmentSi termini `miznebi~ gamoiyeneba specifikuri
amocanebis aRwerisaTvis sivrcesa da droSi. miznebis trans-
formacia gansazRvrul amocanebad xels uwyobda dagegmvas,

64
gegmebis realizacias da kontrols. amrigad, miznebi sawar-
mos ganviTarebis orientirebia, xolo strategia _ maTi miRwe-
vis gegma. TiToeulma firmam, unda Seadginos dasaxuli mizne-
bis miRwevis strategiis modeli. gamoyofen strategiebis sam
klass:
1) lideris pozicirebis strategia xarjebis mixedviT.
sawarmo miiswrafvis produqciis warmoebasa da reali-
zaciaze (gasaRebaze) xarjebis minimizaciisaken, rom
daawesos ufro mcire fasebi (konkurentebTan Sedare-
biT) da gaafarToos bazris Tavisi wili. firmebi, rom-
lebic misdeven am strategias, ZiriTad yuradRebas unda
uTmobdnen axali produqciis damuSavebas, warmoebasa
da gasaRebas;
2) diferencirebis strategia. sawarmo miiswrafvis kon-
kurentebze upiratesobis miRwevisaken momxmareble-
bisTvis arsebiTad mniSvnelovan sferoebSi, romlebic
moicaven bazris farTo nawils. firma cdilobs moipo-
vos lideris poziciebi servisis doniTac, produqciis
xarisxiTac, misi gaformebiT, teqnologiebiT. lidero-
ba yvela am sferoSi swrafad ar miiRweva;
3) koncentraciis strategia. firmis menejmentis yu-
radRebis centrSia bazris erTi an ramdenime viwro
segmenti. firmis xelmZRvaneloba kargad formirebulia
momxmarebelTa saWiroebebis Sesaxeb da Tavis saqmiano-
baSi iyenebs lideris poziciebis an diferencirebis
strategias. cnobilia, rom firma Airwalk-shoes friad po-
pularuli gaxda aSS-Si imis gamo, rom daikava Zalian viw-
ro segmenti _ fexsacmlisa, sportis eqstremaluri
saxeebis moyvarulTaTvis.
firmebi, romlebic iyeneben erTsa da igive strategias,
qmnian strategiul jgufs. is, vinc sxvebze ukeT SeZlebs
strategiis realizebas, miiRebs yvelaze met mogebas. firmebi,
romlebic ar SeimuSaveben zust strategias, magram miiswraf-
vian miaRwion warmatebebs yvela strategiuli mimarTulebiT,
xSirad ageben konkretul brZolaSi. strategiis arseboba niS-
navs imas, rom firma moqmedebs sxvanairad, vidre konkuren-
tebi, an axorcielebs tipur moqmedebebs gansakuTrebuli we-
siT. xSirad, sakuTari efeqtianobis amaRlebisTvis firmebi
qmnian strategiul aliansebs. biznesis iseTi titanebic ki
rogoric arian IBM, PhiLips da sxv. xSirad ver aRweven lide-
ris poziciebs erovnuli an saerTaSoriso masStabiT, Tu ar

65
Sevlen aliansSi adgilobriv an saerTaSoriso firmebTan
(transerovnul kompaniebTan), romlebic zrdian maT SesaZ-
leblobebsa da resursebs. marketinguli aliansebi gavlenas
axdenen produqciisa da momsaxurebis sferoebze, gasaRebis
stimulirebaze, logistikasa da faswarmoqmnaze.
ZiriTadi strategiis miRebis Semdeg detalurad muSavdeba
samoqmedo programa. magaliTad, Tu sawarmom gadawyvita gax-
des lideri teqnologiebSi, igi adgens samecniero-kvleviTi
muSaobis gaZlierebis, axali produqciis damuSavebis, gasa-
Rebis infrastruqturis ganviTarebis da a. S. programebs. ase-
Ti programebis momzadeba moiTxovs masTan dakavSirebuli xar-
jebis ukugebis dasabuTebas da maTi adekvaturi Sesrulebis
organizebas. firmis `programuli uzrunvelyofis~ yvela ele-
mentis arsebobiT, rogorc wesi, miiRweva miRebuli strate-
giis warmatebuli realizeba.
dasaxuli miznebis Sesrulebis procesSi firmis xelmZR-
vaneloba amowmebs regularulad Sualedur Sedegebs da Tval-
yurs adevnebs mikro da makro garemoSi cvlilebebs. meneje-
ri mtkiced SeiZleba iyos darwmunebuli mxolod erT rameSi:
firmis biznes-garemoSi periodulad mimdinareobs cvlile-
ba. amasTan dakavSirebiT unda gadaisinjos moqmedebebis, prog-
ramebis, strategiis da miznebis Tanmimdevrobac ki. maRale-
feqtiani firmebi mudmivad akvirdebian biznes-garemos mdgoma-
reobas da moqnili strategiuli dagegmvis saSualebiT inar-
Cuneben Sesabamisobas axal garemosTan.
dagegmva korporaciul doneze, qvedanayofebSi da sawar-
moSi _ marketingis menejmentis da saerTod marketingis pro-
cesis ganuyofeli Semadgeneli nawilia, imisTvis, rom gair-
kves misi arsi, aucilebelia winaswar Catardes analizi, fir-
ma rogor gansazRvravs Tavis bizness. nebismieri biznesis
amocanaa SesTavazos (miawodos) bazars mogebis miRebis mizniT
Seqmnili faseuloba. gamoyofen or Tvalsazriss faseulobis
SeTavazebis procesze: tradiciuli da aratradiciuli. tra-
diciulia, rodesac firma amzadebs da yidis raime produqts
(nawarms). amrigad, marketingi iwyeba faseulobis miwodebis
procesis meore nawilSi. tradiciuli Tvalsazrisi gulis-
xmobs, rom firmisTvis imTaviTve cnobilia, romel saqonel-
ze iqneba mogebis misaRebad sakmarisi sabazro moTxovnileba
(moTxovna).
firmebs, romlebic iziareben tradiciul Tvalsazriss,
aqvT warmatebis didi Sansi sasaqonlo deficitis garemoSi,

66
rodesac momxmareblebi, rogorc wesi, gansakuTrebul moT-
xovnebs ver uyeneben produqtis xarisxs, teqnikur maxasia-
Teblebs an adamians. magram tradiciuli midgoma biznesis
procesisadmi araefeqtiania konkretul garemoSi, rodesac
momxmareblebs sTavazoben saqonlis farTo arCevans (asorti-
ments). biznesis procesisadmi aratradiciuli _ axali mid-
gomis pirobebSi dagegmvis amosavali punqtia marketingi. fir-
mebi, romlebic iziareben am Tvalsazriss, TavianT saqmiano-
bas ganixilaven rogorc faseulobaTa Seqmnisa da maTi miwo-
debis ganuwyvetel Tanmimdevrobas (nax. 2.7-a), romelic moi-
cavs sam fazas:

a) tradiciuli Tvalsazrisi warmoebis (biznesis) procesze

produqtis damzadeba saqonlis realizacia

¾ produqtis daproeqteba
¾ nedleulis Sesyidvebi
¾ produqtis damzadeba
¾ fasebis gansazRvra
¾ gayidva
¾ reklama/gasaRebis stimulireba
¾ saqonlis gavrceleba
¾ momsaxureba

1. faseulobis konkretuli saxis arCevani _ marketingis

`saSinao davaleba~, romelic gulisxmobs nebismieri pro-
duqtis moswrebul Seqmnas. marketingis specialistebma
unda moaxdinon bazris segmentireba, SearCion misi gan-
sazRvruli seqtori da ganaxorcielon masze misawode-
beli faseulobis pozicireba;
2. faseulobis miwodeba _ detalurad muSavdeba pro-
duqciisa da momsaxurebis zusti maxasiaTeblebiT, dgin-
deba fasebi, romlebic orientirebulia bazris arCeul
segmentze, iwyeba warmoeba da saqonlis gavrceleba (gasa-
Reba). es etapi taqtikuri marketingis pirveli nawilia;
3. komunikaciebis mowesrigeba faseulobasTan mimarTebaSi.
am SemTxvevaSi taqtikuri marketingis amocanaa gayid-
vebis organizacia, saqonlis win waweva da reklama, ag-
reTve sxva RonisZiebebi, romlebic mimarTulia bazram-
de saqonlis Sesaxeb informaciis dayvanamde. marketin-
gis procesi iwyeba saqonlis gamoCenamde, grZeldeba mi-
si damuSavebis, warmoebis dros da mas Semdegac, rodesac
igi xdeba xelmisawvdomi momxmareblisTvis (nax. 2.7-b).

67
 b) faseulobaTa Seqmnis da maTi miwodebis Tanmimdevroba

konkretuli faseu- faseulobis ganxor- faseulobis

lobis Seqmna cieleba gadacema
¾ bazris segmenta- ¾ momsaxurebis da- ¾ gasaRebis stimu-
cia muSaveba lireba
¾ bazris arCevani / ¾ faseulobis po- ¾ savaWro agentebis
koncentracia zicireba Zalisxmeva
¾ produqtis damu- ¾ warmoebis resur- ¾ reklama
Saveba sebis mizidva
¾ gavrceleba/mom-
saxureba
nax. 2.7. ori Tvalsazrisi faseulobaTa miwodebis procesze

marketingis procesi moicavs firmis marketingul SesaZ-

leblobebis analizs, marketingis strategiebis damuSavebas,
marketingul RonisZiebaTa dagegmvasa da marketinguli saq-
mianobis warmarTvas, romlebic ganixileba am wignis Sesaba-
mis TavebSi. mTlianad firmaSi (kompaniaSi) marketingis pro-
cesi warmodgenilia 2.8 naxazze da faqtorebi, romlebic gan-
sazRvraven mis marketingul strategias.
TiToeul kompaniaSi yovel sasaqonlo doneze (warmoeba,
savaWro marka) unda damuSavdes marketingis gegma, romelic
marketinguli procesis erT-erTi yvelaze arsebiTi Sedegia.
marketingis gegmebi Sedgeba rva ganyofilebisagan:
1) mokle mimoxilva da Sinaarsi. marketingis gegma unda
daiwyos ZiriTadi miznebisa da rekomendaciebis mokle
aRweriT. mokle mimoxilvis Semdeg gadmocemulia gegmis
Sinaarsi;
2) mimdinare situacia bazarze. am ganyofilebaSi war-
modgenili unda iyos gayidvebis moculobis, fasebis,
mogebis, konkurentebis, saqonelmoZraobis (gavrcele-
bis) arxebis Sesaxeb mimdinare monacemebi (informacia).
informacia emyareba realur monacemebs, romlebsac
warmoadgens marketingis menejeri;

68
nax. 2.8. kompaniis marketingul strategiaze moqmedi faqtorebi

3) SesaZleblobebisa da problemebis analizi. mimdina-

re sabazro situaciis analizis Semdeg menejeri gansaz-
Rvravs ZiriTad SesaZleblobebsa da safrTxeebs, Zlier
da sust mxareebs, problemebs, romlebsac waawydebian an
SeiZleba waawydes firma;
4) miznebi. mas Semdeg rac menejeri Camoayalibebs prob-
lemebs, man unda miiRos gadawyvetileba gegmis miznebis
Sesaxeb. aucilebelia finansuri da marketinguli mizne-
bis gansazRvra;
5) marketingis strategia. Semdeg menejeri saxavs zogad
marketingul strategias, anu `moqmedebaTa gegmas~, da-
saxuli miznebis misaRwevad;
6) moqmedebaTa programebi. marketingis gegmam unda mo-
icvas saerTo (zogadi) programebi, romlebic mimarTu-
lia firmis miznebis miRwevaze da pasuxis gasacemad kiT-
xvebze: ra gakeTdeba? rodis iqneba mzad? vin gaakeTebs?
ramdeni eRireba?
7) gegmiuri mogeba da zarali. RonisZiebaTa gegma SesaZ-
leblobas aZlevs menejers Camoayalibos sabazo biuje-
ti. Semosavlebis grafaSia gayidvebis saprognozo mo-
culoba qvedanayofebis mixedviT da produqciis fasi.
69
 gasavlebis grafaSia xarjebi, materialuri gavrceleba
(gasaReba) da marketinguli RonisZiebebi. gegmuri moge-
ba warmoadgens sxvaobas realizaciis moculobasa da sa-
erTo danaxarjebs Soris. damtkicebuli biujeti xdeba
gasaRebis, miwodebis, produqciis gamoSvebis, TanamSro-
melTa daqiravebis da marketingul RonisZiebaTa gegme-
bisa da grafikis damuSavebis safuZveli;
8) kontroli. marketingis gegmis saboloo ganyofilebaSi
gaTvaliswinebulia gegmis Sesrulebis kontrolis Ro-
nisZiebebi. firmis xelmZRvaneloba yovelTviurad aja-
mebs gegmis Sesrulebis Sedegebs.
ar arsebobs ori firma (sawarmo), romlebSic marketingis
dagegmva da marketingis gegmis Sinaarsi absoluturad iden-
turi iyos. marketingis gegmebis umravlesoba erTwliania. mar-
ketingis gegmebis yvelaze gavrcelebuli naklovanebebia kon-
kurentebis arasruli analizi da saerTod arasakmarisi rea-
lizmi.

2.3. marketingis organizacia da menejmenti

xSirad globalizaciis, telekomunikaciuri da kompiute-

ruli teqnologiebis ganviTarebis, sabazro fragmentaciis
procesebi aiZuleben firmebs moaxdinon biznesisa da marke-
tinguli saqmianobis restruqturizacia. gare garemos ganvi-
Tarebis dinamika ganapirobebs firmaSi (organizaciaSi) marke-
tingis rolis gafarToebas. biznesis globalizaciis piro-
bebSi firmis TiToeul funqciur sferos (struqturas) aqvs
SesaZlebloba daamyaros uSualo kontaqtebi Tavis momxareb-
lebTan. amrigad, marketingis qvedanayofi ar aris erTaderTi
pasuxismgebeli momxmareblebTan urTierTqmedebisaTvis. mag-
ram misi amocanebi sul ufro rTuldeba. firmaSi iqmneba mar-
ketingis samsaxuri, romelic aerTianebs yvela struqturul
qvedanayofs (mogeba-gasaRebis, reklamis da sxv.), romlebsac
raime kavSiri aqvT momxmarebelTa moTxovnis dakmayofile-
basTan. am samsaxurSi koordinirebis roli akisria marketin-
gis qvedanayofs (ganyofilebas) marketingis menejeris saxiT.
cnobilia marketingis ganyofilebebis mravali organiza-
ciuli forma: Sesasrulebeli funqciebis, geografiuli (te-
ritoriuli) regionebis, saqonlis, markebis da samomxmareb-
lo bazrebis mixedviT.

70
 sawarmoSi (firmaSi) marketinguli saqmianobis funqciuri
organizacias yvelaze gavrcelebuli formaa da igi gulis-
xmobs gansazRvruli funqciebis Sesrulebaze pasuxismgebeli
specialistebis (qvedanayofebis) daqvemdebarebas firmis vice-
prezidentisadmi marketingis dargSi (marketing-direqtori-
sadmi), romelic axdens maTi qmedebebis koordinirebas. marke-
tingis fuqnciuri organizaciis ZiriTadi upiratesoba aris
marTvis simartive. magram saqonlisa da momsaxurebis nomen-
klaturis (asortimentis) gafarToebisas am modelis efeqtia-
noba mcirdeba:
1) konkretuli saqonlisa da bazris dagegmva funqciuri
organizaciis dros warmoebs araadeqvaturad, vinaidan
aravin araferze konkretulad pasuxs ar agebs (produq-
cia, romelic vinmes ar mowons, masze uars amboben);
2) yvela funqciur qvedanayofs Soris mwvavdeba brZola
biujetisa da statusisTvis (vice-prezidents marketin-
gis dargSi uwevs mudmivad Sejaxeba konkurenti funqci-
uri specialistebis urTierTsawinaaRmdego moTxovneb-
Tan).
firmebi, romlebic funqcionireben qveynis saSinao bazar-
ze, ayalibeben TavianT savaWro (xolo zogjer sxva marketin-
gis) ganyofilebebs firmisTvis misaRebi formiT bevr regio-
nal da lokalur bazrebze saqmianobisaTvis. marketingis me-
nejeri saerTo-erovnuli masStabiT SeiZleba xelmZRvanelob-
des oTx regionul menejers, romelTac TavianT daqvemdeba-
rebaSi SeiZleba hyavdeT eqvs-eqvsi lokaluri (zonaluri) me-
nejeri; menejerebs gansazRvrul zonaSi _ rva raionuli me-
nejeri, xolo raionul menejers _ aTi savaWro warmomadge-
neli (agenti), zogierTi amerikuli firma gayidvebis didi mo-
culobis uzrunvelsayofad menejerTa Tanamdebobis ricxvs
zrdis raionebSi (zonebSi). magaliTad, kompania McDonald's sa-
reklamo biujetis 50%-ze mets gamoyofs regional reklama-
ze, sxva firmebi gansakuTrebul mniSvnelobas aniWeben muni-
cipalur marketings momxmareblebTan loialobis gansamtki-
ceblad, firmebi, romlebic awarmoeben sxvadasxva saqonels
da gaaCniaT savaWro markebis didi ricxvi, marketingis orga-
nizacia emyareba calkeuli saqonlis an markis marTvas. aseTi
organizacia ar cvlis funqciur midgomas, aramed marTvis da-
matebiTi donea. marketingis ganyofilebis ufrosis (meneje-
ris) uSualo daqvemdebarebaSia menejerebi sasaqonlo kate-
goriebis mixedviT, romlebic pasuxs ageben maTi saqmianobis-

71
Tvis konkretuli saqonlisa da markebis sferoSi. saqonlis
(savaWro markebis) mixedviT menejerebi pasuxs ageben: pro-
duqtis ganviTarebis (srulyofis) konkurentunariani stra-
tegiis damuSavebaze; sareklamo kampaniebze: informaciis Seg-
rovebaze produqtis Sesaxeb, misadmi myidvelTa da gamyid-
velTa damokidebulebis Taobaze da sxv. TiToeuli menejeri
Rebulobs SesaZleblobas Zalisxmevis koncentrireba moaxdi-
nos produqtis efeqtiani marketing-miqsis damuSavebaze, mom-
xmarebelTa ZiriTad moTxovnilebebze.
bevri firma yidis Tavis saqonels sxvadasxva bazarze. maga-
liTad, kompania Canon sTavazobs telefiqsebs individualur
momxmareblebs, firmebs da samTavrobo organizaciebs, Tu
kompanias aqvs SesaZlebloba myidvelTa (momxarebelTa) sur-
vilebisa da qcevis gaTvaliswinebiT, dayos isini ramdenime
jgufebad da gamoiyenos organizaciuli struqtura, rome-
lic orientirebulia bazrebze. es struqtura niSnavs imas,
rom bazris mixedviT menejeri xelmZRvanelobs menejerebis
saqmianobas calkeuli bazrebis mixedviT (maT agreTve uwode-
ben bazris ganviTarebis menejerebs, bazris specialistebs).
rodesac marketingis menejmenti orientirebulia klientze,
firmaSi marketingis menejmenti orientirebulia klientze,
firmaSi marketingis organizacia mowyobilia ise, rom gair-
kves calkeul momxarebelTa moTxovnilebebi da ganaxorcie-
los urTierTqmedeba maTTan da ara masobriv bazarTan an baz-
ris segmentebTanac ki. magaliTad zogierT amerikul firmaSi
moqmedebs ori marketinguli jgufi: marketingis menejmentis
jgufi, romelic gansazRvravs axal momxmareblebsa da axal
produqtebs da momxmareblebTan urTeirTmoqmedebis jgufi,
romelic axdens TiToeuli axali momxmareblis biznes-poten-
cialis maqsimizirebas.
firmebi, romlebic awarmoeben mravalferovani saqonlis
did raodenobas, xSirad iyeneben matricul organizacias, ro-
melic pirvelad gamoyenebul iqna korporaciaSi Du Pont (aSS).
mis teqstiluri (safeiqro) boWkoebis ganyofilebaSi muSaobs
ramdenime menejeri (TiToeuli Tavis produqtze). erT-erTi
maTgani dakavebulia viskozis qsovilebiT, meore _ acetatis
qsovilebiT, mesame _ neiloniT, meoTxe _ lavsaniT. produq-
tebis menejerebis garda amave ganyofilebaSi muSaoben e. w. sa-
bazro menejerebi, romlebic calcalke dakavebuli arian ma-
makacis, qalis tansacmliT, agreTve sxva saqonliT, produq-
tis (saqonlis) menejerebi TavianT qsovilebis mixedviT gegma-

72
ven gasaRebasa da mogebas. sabazro menejerebi ufro dainte-
resebuli arian calkeul bazrebze arsebuli moTxovnilebe-
bis dakmayofilebiT da ara konkretuli qsovilis win waweviT.
maTi marketingis gegmebi emyareba saqonlis (produqtebis) me-
nejerebis monacemebs boWkos TiToeul tipze fasebisa da misi
maxasiaTeblebis Sesaxeb. yvela menejeris prognozebi Seadge-
nen safuZvels saboloo gadawyvetilebaTa misaRebad. matri-
culi organizacia damaxasiaTebelia firmebisTvis saqonlisa
da bazrebis didi ricxviT, magram igi Zviri jdeba. dRes aqcen-
ti aRebulia martiv da aramravalricxovan struqturebze,
romlebic dakavebuli arian gansazRvruli biznes-procese-
biT.
firmebis ricxvis zrdis kvalobaze, romlebic uSveben sa-
qonlis farTo asortiments sxvadasxva miznobrivi bazrebi-
saTvis, isini ZiriTad sasaqonlo-sabazro jgufebs gardaqmni-
an calkeul qvedanayofebad, romlebSic ewyoba sakuTari fun-
qciuri ganyofilebebi da samsaxurebi. korporaciuli orga-
nizaciiisas unda gadawydes, marketingis romeli funqciebi
unda Sesruldes korporaciis doneze da romeli _ qvedana-
yofebSi. korporaciuli marketingis mniSvneloba icvleba TviT
firmis ganviTarebasTan erTad. Tavdapirvelad marketingi Zi-
riTad rols asrulebs korporaciul doneze. Semdgom korpo-
raciis specialistebi gadayavT qvedanayofebSi da xelmZRva-
neloben marketingis ganyofilebebs. qvedanayofebis roli
izrdeba da korporaciuli marketingis aucilebloba mcirde-
ba, rasac SeiZleba misi gauqmeba moyves.
globalizaciasTan dakavSirebiT gamoyofen saerTaSoriso
firmis organizaciis sam wess:
1) firmaSi SeiZleba Seiqmnas eqsportis ganyofileba, ro-
melSic Sevlen gayidvebis menejeri da misi ramdenime
asistenti (SezRuduli marketinguli momsaxureba);
2) ufro agresiul saerTaSoriso politikaze gadasvlisas
iqmneba saerTaSoriso qvedanayofi funqciuri specia-
listebiTa (marketingis CaTvliT) da saoperacio erTe-
ulebiT, romlebic struqturizebulia geografiulad
saqonlis mixedviT an rogorc Svilobili kompaniebi;
3) sabolood firmebi, romlebic xdebian globaluri orga-
nizaciebi, gegmaven saerTaSoriso saqmianobas (bizness),
politikas, fulad nakads, logistikis sistemas (Tavi 11)
korporaciul doneze. aseT organizaciebSi globaluri
saoperacio erTeulebi angariSvaldebuli arian uSua-

73
 lod umaRlesi xelmZRvanelobis da ara saerTaSoriso
qvedanayofebis winaSe.
bevri firmisTvis didi mniSvneloba aqvs ara imdenad myid-
velebsa (momxmareblebsa) da bazrebs, ramdenadac produqtebsa
an gayidvebs. amitom maTTvis saWiroa reorganizacia, rom isini
gaxdnen marketinguli organizaciebi. es ar aris ioli saqme.
aseTi cvlileba moiTxovs yvela Tanamdebobis da struqturu-
li qvedanayofis, movaleobebis, stimulebis da urTierTkav-
Siris gadasinjvas. magram dadgenilia, rom klienturaze ori-
entirebuli firmebi gacilebiT produqtiulia konkurenteb-
Tan SedarebiT. marketingze da momxmareblebze orientirebu-
li firmis Sesaqmnelad unda gadaidgas Semdegi nabijebi. pir-
vel rigSi saWiroa xelmZRvanelobis darwmuneba momxmareb-
lebze orientaciis aucileblobaSi; marketingis menejeri un-
da iyos firmis umaRlesi donis xelmZRvanelobis Semadgen-
lobaSi. anda Seiqmnas jgufi marketingis sakiTxebis gadasaw-
yvetad. Seicvvalos gasamrjelos sistema, unda moxdes gadas-
vla produqtze orientaciidan bazarze orientaciaze, funq-
cionaluri ganyofilebebidan _ procesebsa da Sedegebze.
friad mniSvnelovania sakiTxi marketingis danergvis Sesa-
xeb. marketingis danergva marketingis gegmebis samuSao da-
valebebad gardaqmnis da maTi realizaciis procesia, rome-
lic iZleva dasaxuli miznebis miRwevis SesaZleblobas. marke-
tingis gegma kargavs azrs misi jerovani Sesrulebis gareSe.
gamoyofen oTx ZiriTad pirobas, romlebic aucilebelia mar-
ketingis gegmebis (programebis) efeqtiani danergvisaTvis:
1) problemis gacnobierebisa da diagnostirebis unari;
2) firmis organizaciuli identificirebis unari, romel-
zec arsebobs problema;
3) gegmis Sesrulebis unari;
4) danergvis Sedegebis Sefasebis unari.
marketingis gegmebis danergvisas Tavs iCens mTeli rigi
moulodnelobani, amitom marketingis ganyofilebam unda gaa-
kontrolos mTeli marketinguli saqmianoba. rogorc Cans 2.1
cxrildian, gamoiyofa marketinguli saqmianobis oTxi tipi:
yovelwliuri gegmebis, mogebianobis, efeqtianobis da stra-
tegiuli kontroli.

74
 cxrili 2.1
marketinguli kontrolis tipebi

kontrolis vin agebs kontrolis midgomebi

tipi pasuxs mizani
yovelwliuri umaRlesi xel- gairkves, miiR- ¾ gasaRebis analizi
gegmebis kon- mZRvaneloba weva Tu ara da- ¾ bazris wilis ana-
troli saSualo rgo- gegmili Sedege- lizi
lis menejerebi bi ¾ xarjebis da gayid-
vebis Sedareba
¾ finansuri analizi
¾ bazris SefasebiTi
analizi
mogebianobis marketingis ganisazRvros, Sefasdes mogebianoba
kontroli kontroliori sad midis da sad emdegi maxasiaTeblebiT:
(inspeqtori) ikargeba firmis ¾ produqtebi
fuli ¾ teritoriebi
¾ myidvelebi
¾ bazris segmentebi
¾ gasaRebis arxebi
¾ SekveTebis sidide
efeqtianobis saxazo da fuq- Sefasdes da ga- Sefasdes efeqtianoba:
kontroli nciuri meneje- umjobesdes sax- ¾ savaWro persona-
rebi marketin- srebis xarjvis lis
gis auditori efeqtianoba da ¾ reklamis
marketinguli ¾ gasaRebis stimul-
xarjebis gavle- riebis
na ¾ gavrcelebis
strategiuli umaRlesi xel- gairkves, iye- marketingis efeqtia-
kontroli mZRvaneloba nebs Tu ara fir- nobis Sefasebis in-
marketingis ma Tavis maqsima- strumentebi:
auditori lur SesaZleb- ¾ marketingis auditi
lobebs bazre- ¾ marketingis xaris-
bis, saqonlisa xis xelaxla gan-
da arxebis az- xilva
riT ¾ firmis eTikuri da
socialuri pasu-
xismgeblobis ga-
dasinjva

kontrolis mizania imis dadastureba, rom firmam miaRwia

gasaRebis, mogebis da sxva maCveneblebis mixedviT, romlebic
gansazRvrulia marketingis wliur gegmaSi. yovelwliuri geg-
mebis kontrolis birTvia marTva miznebis mixedviT, romel-
Sic gamoyofen oTx etaps (cxrili 2.1). upirveles yovlisa, xel-
mZRvaneloba gansazRvravs miznebs (erTi Tvis an kvartlis
manZilze). Semdeg axorcielebs firmis sabazro saqmianobis
kontrols. Tu warmoiSoba seriozuli gadaxra, mas Seiswavlis
75
xelmZRvaneloba, adgens mis mizezebs. bolo etapze miiReba ko-
reqtirebis zomebi, romelTa meSveobiT aRmoifxvreba garR-
veva realur da dasaxul maCneveblebs Soris. kontrolis moce-
muli modeli misaRebia firmis (organizaciis) yvela doneze.

daskvnebi

1. faseulobis miwodebis (gadacemis) procesi moicavs gaum-

jobesebuli faseulobis arCevas (anu identifikacias), ga-
dacemas (mitanas) da win wawevas (komunikacias).
Zlieri kompaniebi (firmebi) mniSvnelovan yuradRebas
uTmoben sakvanZo biznes-procesebis menejments rogoricaa
axali saqonlis (faseulobis) damuSaveba, maragis marTva,
myidvelTa (momxmarebelTa) mizidva da SenarCuneba. am pro-
cesebis efeqtiani menejmenti gulisxmobs marketinguli
saqmiani qselis Seqmnas, romelSic kompania mWidrod Ta-
namSromlobs warmoebisa da gavrcelebis jaWvis yvela
rgolTan nedleulis mimwodeblebidan sacalo vaWrobam-
de.
erT-erTi Tvalsazrisis mixedviT xolistikuri (mTlia-
ni) marketingi uzrunvelyofs faseulobis Seswavlis, Seq-
mnisa da miwodebis maqsimizacias efeqtiani menejmentis
gziT.
2. bazarze orientirebuli strategiuli dagegmvis amocanaa
firmis miznebis, SesaZleblobebisa da resursebis da axal
sabazro SesaZleblobaTa stabiluri wonasworobis miRweva
da SenarCuneba. strategiuli dagegmvis mizania biznesis da
saqonlis Seqmna momxmarebelTa dakmayofilebis gziT mo-
gebis misaRebad. igi xorcieldeba oTx doneze: korpora-
ciis, qvedanayofebis, biznes-erTeulebis da saqonlis do-
neze.
3. strategiul dagegmvaze ZiriTadi pasuxismgebeloba akisria
firmis umaRles xelmZRvanelobas. korporaciuli stra-
tegiis damuSavebis procesi moicavs oTxi saxis saqmiano-
bis ganxorcielebas: korporaciis misiis gansazRvra, stra-
tegiuli biznes-erTeulebis organizacia, resursebis ga-
nawileba, saqmianobis axali mimarTulebebis dagegmva da
Zveli mimarTulebebis Semcireba an likvidacia. biznesis
strategiuli dagegmva moicavs biznesis miznebis gansaz-
Rvras, SesaZleblobaTa da safrTxeTa analizs, Zlieri da
susti mxareebis analizs, strategiis Camoyalibebas, prog-

76
 ramebis realizacias, ukukavSiris damyarebasa da kontro-
lis ganxorcielebas.
4. marketinguli procesi moicavs oTx etaps: marketinguli
SesaZleblobebis analizi; marketingis strategiebis da-
muSaveba; marketingis analizi; marketingis dagegmva-Ses-
rulebis organizacia da kontroli. marketinguli proce-
sis erT-erTi umniSvnelovanesi Sedegia marketingis gegma,
romelic moicavs: mokle mimoxilvasa da Sinaarss; mimdina-
re situaciis, SesaZleblobebisa da problemebis analizs;
marketingis strategias; moqmedebaTa programebs; safi-
nanso mdgomareobis (mogeba-zarali) gansazRvras; Ronis-
Ziebebis gegmis realizaciis kontrolis xaziT.
5. marketinguli saqmianobis marTvis procesSi firmebi Se-
sasrulebeli funqciebis, teritoriuli ganlagebis, saqon-
lisa da bazrebis Sesabamisad qmnian marketingis ganyofi-
lebebs. firmebi, romlebic funqcionireben sazRvargare-
Tul bazrebze, qmnian eqsportis, saerTaSoriso ganyofile-
bebs an globalur organizacias. marketingis ganxorciele-
ba aris procesi, romlis drosac marketingis gegmebis Ses-
rulebiT miiRweva dasaxuli miznebi. firmis marketingis me-
nejmentis ganxorcielebisas gamoiyeneba oTxi saxis kont-
roli: kontroli yovelwliuri gegmebis damuSavebis sa-
SualebiT, mogebianobis maCvenebelTa analizi, efeqtia-
nobis kontroli da strategiuli kontroli.

77
 Tavi 3. marketinguli sainformacio
sistema da garemo

3.1. Tanamedrove marketinguli sainformacio

sistemis komponentebi da monacemTa banki

marketinguli gegmebis damuSaveba da praqtikaSi ganxor-

cieleba sruldeba mTeli rigi mniSvnelovani gadawyvetile-
bebis miRebiT. aseT gadawyvetilebaTa miReba erTdroulad
gansakuTrebuli xelovnebaa da mTeli mecnierebacaa. marke-
tingul gadawyvetilebaTa TaviseburebebSi garkvevisa da am
procesis ideebSi CaRrmavebisaTvis, kompaniebi aucileblad
unda flobdnen yvelaze uaxles monacemebs makrotendencie-
bisa da mikroefeqtebis Sesaxeb, romlebic damaxasiaTebelia
maTi saqmianobis yvela sferosTvis. firmebi, romlebic iye-
neben xolistikuri marketingis koncefcias, acnobiereben,
rom marketinguli garemo maT sTavazobs axal SesaZleblo-
bebsa da saSiSroebebs. amitom isini did mniSvnelobas aniWe-
ben marketinguli garemosadmi mudmivad dakvirvebas da cdi-
loben droulad adaptirebas axal pirobebSi.
firmebis (kompaniebis) marketingis samsaxuris wilad mo-
dis yvelaze didi pasuxismgebloba bazarze yvelaze mniSvne-
lovani cvlilebebis gamovlenisaTvis. kompaniaSi mxolod es
samsaxuri valdebulia Tvalyuri adevnos bazarze arsebul
tendenciebs da eZebos axali SesaZleblobebi. TiToeulma mene-
jerma Tvalyuri unda adevnos marketingul garemos, magram
marketingis samsaxurs gaaCnia ori upiratesoba. jer erTi,
igi flobs informaciis Segrovebis specialur meTodebs, da,
meore, atarebs gacilebiT met dros, urTierTmoqmedebs ra
myidvelebTan (momxmareblebTan) konkurentebis mxedvelo-
baSi miRebiT.
zogierTi kompania amuSavebs da nergavs marketingul sa-
informacio sistemebs, romlebic menejerebs aZleven SesaZ-
leblobas mudmivad iyvnen momxmarebelTa qcevis, saWiroebe-
bisa da survilebis bevri detalis saqmis kursSi. firmis mar-
ketingis samsaxuri flobs dawvrilebiT informacias momxma-
rebelTa qcevis Sesaxebac sxva qveynebSi. magaliTad, am samsa-
xurma damatebiT icis, rom Sveicarielebi Sokoladis didi
moyvarulebi arian, irlandielebi svamen yvelaze met Cais,
xolo avstralielebi ewevian sigaretebis Zalian did raode-
nobas.
78
 informaciis didi mniSvnelobis miuxedavad dRes bevri
firma (kompania) saqarTveloSi kmayofildeba informaciuli
uzrunvelyofis dabali doniT, maTSi ar aris marketingis
ganyofilebebi, xolo sadac aris, maTi TanamSromelTa ric-
xvi mcirea. ufro metic, xSirad isini datvirTulia rutinu-
li samuSaos SesrulebiT: mimdinare prognozebi, gayidvebis
analizi da iSviaTad bazarze situaciis zogadi mimoxilvebis
Sedgena. amasTan erTad bevri menejeri gamoTqvams ukmayofi-
lebas maTTan Semosuli informaciis xarisxisa da moculo-
bis gamo. Tanamedrove menejmentis erT-erTi ZiriTadi prob-
lemaa kompaniisTvis kritikulad mniSvnelovani informaciis
gansazRvris arcodna. amis gamo bevri miRebuli monacemi usar-
gebloa, xolo namdvilad aucilebeli _ arasakmarisi an Semo-
dis dagvianebiT an kidev monacemebis utyuaroba eWvs iwvevs.
Tanamedrove informaciul-orientirebul sazogadoebaSi
firmis menejerebis operatiuli xelmiswvdomoba monacemeb-
Tan (informaciasTan) sabazro situaciis Sesaxeb warmoadgens
mis konkurentul upiratesobas. bazris Seswavla da aucile-
beli informaciis miReba firmas aZlevs SesaZleblobas ukeT
Seafasos Tavisi SesaZleblobebi da ufro sworad gansazRvros
bazris segmentebi, damuSavdes ufro mimzidveli miwodebebi,
agreTve warmatebiT ganaxorcielos marketinguli dagegmva.
TiToeulma firmam unda uzrunvelyos marketingis samsaxu-
rebi maTTvis aucilebeli samuSao pirobebiT. amitom firmis
specialuri TanamSromlebi arkveven, bazris Sesaxeb rogori
cnobebia aucilebeli sxvadasxva rangis menejerebisTvis da
aproeqteben marketingul sainformacio sistemebs.
marketingis sainformacio sistema moicavs drouli da
sarwmuno informaciis Segrovebis, daxarisxebis, analizis, Se-
fasebisa da gavrcelebis individebs, mowyobilobasa da pro-
cedurebs, romlebic gamoiyeneba marketinguli gadawyvetile-
bebis misaRebad. aseTi sistema yalibdeba firmis saSinao aR-
ricxvis sistemis, marketinguli dakvirvebis sistemis orga-
nizaciis da marketinguli kvlevebis Catarebis daxmarebiT
(es sakiTxi ganixileba Semdeg TavSi).
marketingis sainformacio sistema firmaSi unda Seiqmnas
marketingis menejerebis survilebis, maTi realur moTxov-
nilebaTa da ekonomikuri mizanSewonilobis gaTvalsiwinebiT.
am amocanis gadasawyvetad sasargeblo nabijia marketingis
sainformaco sistemis saSinao komisiis Seqmna, romlis mova-
leobaSi Sedis ganyofilebebTan (marketingis, warmoebis, ga-

79
yidvebis) da yvela dainteresebul pirTan aucilebeli SeTan-
xmebebis Catareba, rom ganisazRvros maTi moTxovnileba in-
formaciaze. 3.1. cxrilSi warmodgenilia ZiriTadi sasargeb-
lo sakiTxebi.
cxrili 3.1
informaciaze moTxovnilebebis gamokvleva

1 Tqven rogori saxis gadawyvetilebebSi RebulobT monawi-

leobas regularulad?
2 TqvenTvis rogori informaciaa aucilebeli am gadawyveti-
lebaTa miRebisaTvis?
3 Tqven rogor informacias RebulobT regularulad?
4 Tqven iyenebT Tu ara specialur gamokvlevebs informaciis
misaRebad, da Tu ki, maSin romels?
5 Tqven romel informacias ar RebulobT, magram gindaT
gqondeT?
6 rogori monacemebia TqvenTvis aucilebeli yoveldRiu-
rad? yovelTviurad? yovelwliurad?
7 Tqven rogori perioduli gamocemebi da sacnobaro masale-
bi gindodaT migeRoT regularulad?
8 Tqven romeli sakiTxebis kursSi gindaT iyoT?
9 TqvenTvis monacemebis damuSavebis romeli programebi gne-
bavT iyos xelmisawvdomi?
10 daasaxeleT oTxi yvelaze mniSvnelovani gaumjobeseba,
romlebic SeiZleba gakeTdes amJamad moqmed marketingis
sainformacio sistemaSi.

marketingis sainformacio sistemis safuZvelia firmis sa-

Sinao aRricxvis sistema. masSi aisaxeba monacemebi SekveTebis,
gayidvebis, fasebis, danaxarjebis, maragis, debitorul da kre-
ditorul davalianebaTa Sesaxeb da a. S. saSinao informaciis
analizi SesaZleblobas aZlevs marketingis menejers gamoav-
linos firmis (kompaniis) perspeqtiuli SesaZleblobebi da
momwifebuli problemebi.
saSinao aRricxvis sistemis gulia cikli `SekveTa-anazRau-
reba~. savaWro warmomadgenlebi, dilerebi da myidvelebi Ta-
vianT SekveTebs agzavnian kompaniaSi. gayidvebis ganyofileba
SemkveTebs warudgens angariS-faqturebs, romelTa asli (ko-
pia) egzavnebaT sxva ganyofilebebs. saqonlis gagzavnas Tan
aaxleben zedebulebsa da sagadasaxado dokumentebs, romelTa
aslebi agreTve egzavnebaT kompaniis sxvadasxva qvedanayofebs.
Tanamedrove kompaniebisTvis uaRresad mniSvnelovania, rom
yvela aRniSnuli operacia sruldebodes swrafad da zustad.

80
bunebrivia, rodesac myidvelbi TavianT arCevans akeTeben im
mimwodeblebze, romlebic iZlevian SekveTebis droulad mi-
wodebis garantias. myidvelebi da savaWro warmomadgenlebi
agzavnian TavianT ganacxadebs faqsiT anu eleqtronuli fos-
tiT. Semdeg SekveTebi (ganacxadebi) gadaecemaT kompiuterul
sawyobebs, sadac isini dauyovnebliv sruldeba. amave dros an-
gariSsworebis ganyofileba swrafad agzavnis angariSebs. kom-
paniebis sul ufro meti ricxvi ciklis `SekveTa-anazRaureba"
efeqtianad ganxorcielebisaTvis TavianT saqmianobaSi iyene-
ben internetsa da eqstranets.
marketingis menejerebma droulad unda miiRon zusti mo-
nacemebi mimdinare gayidvebis Sesaxeb. Wal-Mart-is (aSS) meneje-
rebs, magaliTad, SeuZliaT nebismier maRaziaSi an mTlianad
savaWro qselSi saRamos gaigon gayidvebis moculobis maCve-
nebeli. es aZlevs maT SesaZleblobas imavdroulad gaakeTon
SekveTebi maragis Sevsebaze. kompania Wal-Mart warudgens Ta-
vis monacemebs mimwodeblebs, xolo sanacvlod moelis maT-
gan saqonlis droulad miwodebebs Tavis maRaziebSi. faq-
tobrivad saqonlis maragis regulireba mindobili aqvT mim-
wodeblebs.
teqnikuri siaxleebi Zirfesvianad cvlian gayidvebis kon-
trolis arsebul sistemebs da kompaniebis warmomadgenlebs
eZlevaT SesaZlebloba miiRon yvelaze axali informacia. ad-
re, aSS-Si specializebuli `golf-maRaziebis~ daTvalierebi-
sas TaulerMade kompaniis savaWro warmomadgenlebi daaxloebiT
or saaTs xarjavdnen sakvlevi saqonlis naSTis dadgenasa da
axali SekveTis gaformebaze. rogorc ki kompaniam Tavisi war-
momadgenlebi aRWurva `Strix-kodebis~ jibis mowyobilobiT
(internetTan kavSiriT), maTi Sromis mwarmoeblurobis done
amaRlda 20-30%. amis Sedegad savaWro warmomadgenlebi met
dros uTmoben produqciis moculobis gadidebas, romelic
iyideba sacalo savaWro qselSi.
Tanamedrove kompaniebSi informacia organizebulia mona-
cemebis bazebis, magaliTad myidvelTa, saqonlis, vaWrobis mu-
Sakebis da a. S. monacemebis bazis saxiT. aucileblobis SemTxve-
vaSi sxvadasxva bazis monacemebi erTiandeba. myidvelebis mo-
nacemTa bazaSia saxeli, misamarTi, Sesyidvis istoria, xolo
zogierT SemTxvevaSi kidev demografiuli da fsiqografiuli
(saqmianoba, interesebi, Sexeduleba) monacemebic TiToeuli
myidvelis mixedviT. yvela myidvelisaTvis axali winadadebe-
bis masobrivad SeTavazebis nacvlad kompania afasebs Tavis
81
klientebs (momxmareblebs) iseTi kriteriumebis mixedviT,
rogoricaa ukanaskneli yidvis TariRi, Sesyidvebis sixSire, na-
yidobis Rirebuleba. winadadeba egzavneba mxolod maT, vinc
agrovebs sakmaris qulas. safosto xarjebis ekonomiasTan
erTad aseTi midgoma kidev uzrunvelyofs realuri gamoZa-
xilebis miRebas.
saSinao aRricxvis sistema Seicavs monacemebs imis Sesa-
xeb, rac ukve moxda; marketinguli dakvirvebis sistemis da-
niSnulebaa monacemebis wardgena bazarze situaciis Sesaxeb
mocemul momentSi. marketinguli dakvirvebis sistema
warmoadgens informaciis wyaroebis da misi miRebis mowesri-
gebul erTobliobas, romlebic gamoiyeneba kompaniis mene-
jerebis mier sabazro garemoSi mimdinare cvlilebebis obi-
eqturad gamokvlevisaTvis. xSirad marketingis samsaxuri sa-
bazro procesebze dakvirvebas axorcielebs Sesabamisi li-
teraturis (umTavresad marketingis), specializebuli pub-
likaciebis kiTxvis saSualebiT, mimarTavs ra myidvelebs, mim-
wodeblebs, distributorebsa da bazris sxva subieqtebs, ag-
reTve kompaniis sxva samsaxurebTan (menejerebTan) da perso-
nalTan saubrebis saSualebiT.
imisaTvis, rom marketingul dakvirvebaTa raodenoba gai-
zardos, kargad marTvad kompanias SeuZlia gaataros Semdegi
RonisZiebebi:1
1. savaWro personalis swavleba, rom droulad gamoav-
linon marketingul garemoSi mimdinare cvlilebebi da
amis Sesaxeb acnobos marketingis samsaxurs. gamyidvelebi
da savaWro agentebi kompaniis `Tvalebi da yurebia~, romleb-
sac gaaCniaT saukeTeso SesaZleblobebi informaciis Segro-
vebisaTvis, romlis miReba SeuZlebelia sxva saSualebebiT.
magram isini dakavebulni arian upirveles yovlisa TavianTi
uSualo movaleobebiT da yovelTvis ver ZaluZT gadaerTon
monacemebis moZiebasa da gadacemaze. amitom kompaniam unda
Seasrulos `informaciis Semgroveblis~ gansakuTrebiT mTe-
li personalisTvis mimzidveli roli, romelic uSualo kon-
taqtSia myidvelebTan (momxmareblebTan). savaWro agentebma
da gamyidvelebma aucileblad unda icodnen rogori infor-
macia da vis unda ecnobos. Grace kompaniis savaWro warmomad-
genlebma miiRes davaleba gamoekvliaT kompaniis klientebis
mier misi warmoebuli saqonlis inovaciuri gamoyenebis wesebi

1
Котлер Ф., Келлер К. Л., dasax. wigni, gv. 100-101.
82
da warmoedginaT SesaZlo axali saqonlis variantebi. magali-
Tad, zogierTma myidvelebma gamoiyenes wyalgaumtari masale-
bi fexsacmlisa da fardulis remontisTvis. amis Sedegad da-
muSavebul iqna axali saqonlis Svidi idea, romelTa gayidvam
kompanias moutana milionebi.
2. TavianTi distributorebis, sacalo movaWreebis da
sxva Suamavlebis waxaliseba, kompaniaze yvela ramdenadme
arsebiTi SeniSvnebis gadacema. zogierTi kompaniebi avale-
ben marketinguli dakvirvebis warmoebas gare specialistebs.
firmebi (kompaniebi), romlebic dakavebulni arian sacalo vaW-
robiT, TanamSromelTa muSaobis SefasebisaTvis iyenebs e. w.
`idumali myidvelebis~ momsaxurebas. magaliTad, idumalma
myidvelebma daadgines, rom McDonald's kompaniis saSinao stan-
dartebis, romlebic exeba klientTa momsaxurebis siCqares,
dacva xdeboda aSS-Si restornebis mxolod 46%-Si. aman aiZula
kompania gadaesinja midgomebi muSaobis organizaciisa da per-
sonalis swavlebis mimarT. sacalo movaWreebic sargebloben
idumali myidvelebis momsaxurebiT. kompania Neiman Marcus Ta-
namSromlobs `profesionali myidvelebis saagentosTan~, rom-
lis daxmarebiT atarebs sakontrolo Sesyidvebs Tavis univer-
maRebSi. am gziT gairkva, rom maRaziebi, romlebic mudmivad
Rebulobdnen qulebis maRal dones klientTa (momxmarebelTa)
momsaxurebis xarisxisaTvis, warmoadgenen agreTve lidereb-
sac gayidvebis moculobebis mixedviT. tipuri sakiTxebi iduma-
li myidvelebis angariSgebidan: `rogor didxans icdidiT, rom
TqvenTan mosuliyo maRaziis muSaki? moqmedebda Tu ara gam-
yidveli rogorc piri, romelic dainteresebulia Tqveni moT-
xovnebis dakmayofilebiT? cnobilia Tu ara gamyidvelisaTvis
saqonlis arsebobis Sesaxeb sawyobSi?
3. kompaniis sagareo kavSirebis gafarToeba. kompanias
SeuZlia miiRos cnobebi konkurentebis Sesaxeb maTi saqonlis
SeZeniT, sxvadasxva gamofenebsa da `Ria karis dReebSi~ mona-
wileobiT, gamoqveynebuli angariSgebis SeswavliT, aqcione-
rebis krebaze daswrebiT, maTi yofil da axlandel mosamsa-
xureebTan, dilerebTan, distributorebTan, mimwodeblebTan
da gadamzidavebTan saubrebiT, reklamis gaanalizebiT, agreT-
ve konkurentebis Sesaxeb gamoZaxilebis SeswavliT. Congnos
kompaniam, romelic dasaqmebulia programuli uzrunvelyofis
damuSavebiT, Seqmna Web-saiti saSinao momsaxurebisTvis saxel-
wodebiT `Street Fighter~, romelzec mis sam aTas TanamSromli-
dan TiToeul maTgans SeuZlia isaubros raime siaxleze kon-
83
kurentis Sesaxeb da amisTvis miiRos prizi. unda aRiniSnos,
rom konkurentebze dakvirveba unda ganxorcieldes legalu-
rad da eTikurad; winaaRmdeg SemTxvevaSi mosalodnelia so-
liduri jarima.
4. momxmarebelTa sakonsultacio jgufis organizeba.
am jgufSi SeiZleba Sevidnen kompaniis yvelaze aqtiuri da
gamocdili klientebi, bevr biznes-skolebSi arseboben sa-
konsultacio jgufebi, romelTa wevrebia maTi aRsazrdelebi
da agentebi (kadrebis daqiravebis wesiT). isini axorciele-
ben Zvirfass ukukavSirs, romelic Seucvlelia saswavlo
procesis formirebisas.
5. saxelmwifo sainformacio resursebis gamoyeneba.
kompanias SeuZlia mimarTos Sesabamis saxelmwifo organoebs
mosaxleobis aRweris, dargobrivi statistikis da sxva mona-
cemebisTvis.
6. marketinguli da sxva informaciebis yidva specia-
lizebuli firmebidan. aSS-Si informaciis cnobil specia-
lizebul mimwodeblebs ganekuTvnebian iseTi kompaniebi, ro-
goricaa A. C. Nielsen Company da Information Resurses, Inc (cxrili
3.2). monacemebi, romlebic Segrovebulia (mopovebulia) kvle-
viTi firmebis mier, jdeba gacilebiT iafi, vidre bazris da-
moukideblad Seswavlisas (gamokvlevisas).
cxrili 3.2
informaciis fasiani meoradi wyaroebi (aSS)

¾ NIELSEN COMPANY. monacemebi saqonelsa da savaWro markebze, rom-

lebic realizdeba sacalo vaWrobis arxebis meSveobiT, monacemebi
supermarketebis skanerebidan, monacemebi teleauditoriebis Se-
saxeb, monacemebi Jurnalebis Sesaxeb da sxv.
¾ MRCA INFORMATION SERVICE. monacemebi samomxmareblo saqonlis
yovelkvireuli saojaxo Sesyidvebis Sesaxeb da kvebis produqte-
bis moxmarebis Sesaxeb.
¾ INFORMATION RESOURCES, INS. monacemebi supermarketebis skanere-
bidan da supermarketebSi saqonlis win wawevaze aqciebis gavlenis
Sesaxeb.
¾ SAM/BURKE. monacemebi sawyobebidan kvebis produqtebis moZraobis
Sesaxeb bazris gansazRvrul sferoebSi da skanerebidan supermar-
ketebSi.
¾ SIMMONS RESEARCH BUREAU. yovelwliuri angariSi, romelic moi-
cavs satelevizio bazrebs, sasporto saqonels da dapatentebul
wamlebs (demografiuli monacemebiT).
¾ sxva komerciuli kvleviTi centrebi, romlebic yidian informa-
cias xelismomwerebze.
84
 7. myidvelebidan ukukavSiris miReba onlainis reJimSi
da misi gamoyeneba konkurentebze dakvirvebisaTvis. myid-
velebTan onlainuri kavSiri aiolebs informaciis Segrovebasa
da gavrcelebas globaluri masStabiT da arsebiTad amcirebs
amasTan dakavSirebul danaxarjebs. ukukavSiris amJamad arse-
bul arxebs ganekuTvnebian gancxadebaTa dafebi, forumebi,
romlebic iZlevian SesaZleblobas internetis gamomyenebleb-
ma daitovon axali Setyobinebebi da ganixilon ukve arsebuli,
SexedulebaTa forumebi, romelTa damaxasiaTebel Tavisebu-
rebas warmoadgens ufro Rrma da sruli mimoxilvebis arsebo-
ba. am SemTxvevaSi agreTve iqmneba SesaZlebloba informaciis
gamomyeneblebma erTmaneTTan gaiziaron gamocdileba da STa-
beWdilebebi. magram ar aris sistematizebuli Senaxuli infor-
macia, rac arTulebs marketingis samsaxurisTvis aucilebeli
monacemebis moZiebas. msgavsi sirTuleebis Tavidan asacileb-
lad, bevri firma iyenebs struqturirebul sistemebs, rogori-
caa: myidvelTa gamoZaxilebis sistemebi. arsebobs oTxi wesi,
romelTa daxmarebiTac marketingis samsaxurs SeuZlia onlain
reJimSi ipovos mniSvnelovani informacia konkurentebis sa-
qonlis Zlieri da susti mxareebis Sesaxeb, mokle komentarebi
da saqonlis, momsaxurebis an mimwodeblebis zogadi reitingi:
forumebi, romlebic eZRvneba samomxmareblo saqonlis da mom-
saxurebis damoukidebel mimoxilvebs; distributorebis anu
gasaRebis agentebis ukukavSiris Web-saitebi; kombinirebuli
Web-saitebi, romlebic warmoadgenen rogorc myidvelTa gamo-
Zaxilebs, aseve eqspertTa Sexedulebebs; myidvelTa saCivrebis
miRebis Web-saitebi.
zogierT kompanias aqvs marketinfguli informaciis saku-
Tari centrebi, romlebic dasaqmebulni arian sabazro garemo-
ze informaciis SegrovebiTa da mimdinare dakvirvebaTa Sede-
gebis gavrcelebiT. aseTi centrebis TanamSromlebi akvirdebi-
an yvelaze mniSvnelovan publikaciebs masobrivi informaciis
saSualebebSi da Semdeg ugzavnian marketingis menejerebs spe-
cialurad momzadebul sainformacio biuletenebs. isini ag-
roveben, axarisxeben (klasifikacia) da inaxaven firmisTvis sa-
intereso cnobebs da exmarebian mis menejerebs Seafason axali
informacia.

85
 3.2. marketinguli kvleva da benCmarkingi rogorc
marketingul kvlevaTa saxe

marketinguli kvlevis teqnologia moicavs Semdeg Tan-

mimdevrulad Sesasrulebel samuSaoebs:
1. kvlevis Canafiqris damuSaveba:
¾ problemis gansazRvra;
¾ miznebis dasaxva;
¾ muSa hipoTezis Camoyalibeba;
¾ maCvenebelTa sistemis gansazRvra.
2. empiriuli monacemebis miReba da analizi:
¾ samuSo instrumentebis damuSaveba;
¾ monacemebis miRebis procesi;
¾ monacemebis damuSaveba da analizi.
3. ZiriTadi daskvnebis formireba da kvlevis Sedege-
bis gaformeba:
¾ daskvnebisa da rekomendaciebis damuSaveba;
¾ kvlevis Sedegebis gaformeba.
marketinguli kvlevis Canafiqri warmoadgens zogadad miz-
nebis, amocanebis dasaxvas da warmoSobili problemis gadaw-
yvetis SesaZlo gzebisa da saSualebebis gansazRvras. prob-
lema ganixileba rogorc romelime winaaRmdegobrivi situa-
cia, rTuli sakiTxi, romelic moiTxovs gadawyvetas. proble-
mis warmatebuli gadawyvetis mniSvnelovani wanamZRvaria misi
swori dasma. xSirad praqtikaSi marketinguli kvlevis prob-
lemad miiReba xiluli simptomebi kompaniis (sawarmos) same-
urneo saqmianobis (biznesis) sferoSi:
¾ mogebis Semcireba;
¾ sawarmos (firmis) produqciis (saqonlis) realizaciis
Semcireba;
¾ bazris dakavebuli wilis Semcireba;
¾ sasaqonlo maragis gazrda da sxv.
magram TviT marketingisa da marketinguli kvlevis prob-
lema, kerZod, mdgomareobs imaSi, rom firmis xelmZRvanelo-
bas ar SeuZlia axsnas esa Tu is Camoyalibebuli situacia. ami-
tom marketinguli kvlevebi tardeba upirveles yovlisa imi-
saTvis, rom miRebul iqnes arasakmarisi an damatebiTi monace-
mebi firmis marketinguli Zalisxmevis Sesaxeb biznesis
problemebis gadasawyvetad. amasTan gaiTvaliswineba bazris
gare pirobebi (garemo) da firmis Siga SesaZleblobebi.

86
 marketinguli problemebi dakavSirebulia met SemTxvevaSi
bazris miznobrivi segmentebis arCevasTan, samomxmareblo qce-
visa da konkurentebis moqmedebebis codnasTan. didi mniSvne-
loba aqvs sasaqonlo miwodebis, fasis, gavrcelebis arxebis,
sareklamo kampaniis Catarebis da sxva problematikas.
miznebis dasaxvvis poziciidan ganasxvaveben Semdeg miz-
nebs:
1) sawarmos (firmis) miznebi, romlebic gamomdinareo-
ben Seqmnili sameurneo situaciidan gamosvlis auci-
leblobidan (magaliTad, mogebis gadideba Semdgomi
zrdisaTvis, axali produqciis aTviseba, konkurenciuli
poziciebis ganmtkiceba da sxv.;
2) marketingis miznebi, romlebic gansazRvraven sawar-
mos gamosvlas rTuli situaciidan (magaliTad, moder-
nizebuli produqciis gamoSveba da misi realizaciis ga-
umjobeseba aTvisebul an axal bazarze);
3) marketinguli kvlevis miznebi, romelTa ganxorcie-
lebiT miiReba aucilebeli monacemebi gadawyvetile-
baTa dasasabuTeblad (magaliTad, rogor miiRebs miz-
nobrivi bazari axal produqcias).
marketinguli kvlevis miznebi uSualod gamomdinareoben
gamovlenili problemidan da masTan dakavSirebuli sawar-
mos da marketingis miznebidan. marketingul kvlevas SeiZle-
ba gaaCndes saZiebo, aRweriTi an mizezobrivi xasiaTi:
¾ saZiebo kvlevebi mimarTulia warmoSobili situaciis
axsnaze;
¾ aRwerilobiTi kvlevebi izRudebian situaciis daxa-
siaTebiT sxvadasxva wyaroebidan damatebiTi informa-
ciis CarTvis safuZvelze;
¾ mizezobrivi kvlevebis mizania warmoSobili situaciis
Seswavla da misi gadawyvetis saukeTeso SesaZleblobis
dadgena.
aucilebelia ganisazRvros, rogor SeiZleba gadawydes war-
moSobili situacia aucilebeli marketinguli informaciis
da am safuZvelze Sesabamisi marketinguli gadawyvetilebe-
bis miRebis daxmarebiT.
muSa hipoTezis formireba xels uwyobs warmoqmnili sa-
meurneo problemis warmatebiT gadawyvetas. igi amave dros
Taviseburi algoriTmia gamovlenili problemis gamosak-
vlevad. muSa hipoTeza awesebs marketinguli kvlevis CarCo-

87
ebsa da ZiriTad mimarTulebebs. muSa hipoTezam unda uzrun-
velyos:
¾ utyuaroba (hipoTeza unda iyos uSualod dakavSire-
buli problemebTan, gamomdinareobdes maTi arsidan;
¾ winaswar ganWvretadoba (hipoTezam ara marto unda
axsnas problema, aramed iyos safuZvelic mis gadasaw-
yvetad);
¾ Semowmebis SesaZlebloba (empiriul masalaze);
¾ formalizaciis SesaZlebloba (raodenobrivi Sefa-
sebebis ganxorcieleba statistikuri da ekonomikur-ma-
Tematikuri meTodebis gamoyenebiT).
muSa hipoTeza iZleva SesaZleblobas ganisazRvros maCvene-
belTa sistema, romlebic aucilebelia mocemuli marketin-
guli kvlevisaTvis.
samuSao instrumentebis damuSaveba gulisxmobs xerxe-
bisa da meTodebis mizanmimarTul nakrebs marketinguli
kvlevis muSa hipoTezebis SemowmebisaTvis. samuSao instru-
mentebis formirebis amocanaa ganisazRvros:
¾ pirveladi da meoradi informaciis miRebis meTodebi da
procedurebi (gamoqveynebadi statistika, saSinao in-
formacia, SerCeviTi gamokvlevebi da sxv.);
¾ miRebuli monacemebis damuSavebis meTodebi da saSua-
lebebi (ekonomikur-statistikuri da ekonomikur-maTe-
matikuri meTodebi);
¾ muSa hipoTezebis Semowmebis masalebis analizisa da gan-
zogadebis meTodebi (modelireba, operaciaTa kvleva
da a. S.).
rogorc cnobilia, monacemebis miRebis procesi niSnavs ka-
binetur da savele gamokvlevebs da Tvisebriv da raodenob-
riv gamokvlevebs. kabineturi gamokvlevebi, rogorc wesi,
sruldeba meoradi monacemebis analizis (kontent-analizi,
regresuli da korelaciuri analizi) safuZvelze. savele
gamokvlevebi dakavSirebulia pirveladi informaciis miRe-
basTan sxvadasxva meTodebis (dakvirveba, eqsperimentebi, Ser-
CeviTi gamokvlevebi) gamoyenebiT. Tvisebrivi gamokvleve-
bis dros miiReba iseTi monacemebi, romelTa safuZvelze xor-
cieldeba movlenis axsna (magaliTad, momxmareblis qcevis mo-
tivebis gansazRvra) Sesabamisi meTodebis (individualuri in-
terviu, jgufuri diskusiebi, eqspertuli Sefasebebi da sxv.)
daxmarebiT. raodenobrivi gamokvlevebis mizania sarwmuno
monacemebis miReba da analizi yovelmxrivi statistikuri
88
damuSavebis safuZvelze Sesabamisi meTodebis (zepiri gamokiT-
xvebi, anketireba fostis meSveobiT, interviu telefoniT da
sxv.) gamoyenebiT.
Catarebuli marketinguli kvlevis Sedegi Tavis gamoxatu-
lebas poulobs daskvnebisa da rekomendaciebis damuSavebaSi.
daskvnebi da rekomendaciebi unda gamomdinareobdnen uSua-
lod damuSavebis Sedegebidan; isini unda iyos argumentebu-
li da utyuari, romlebic gamiznulia sakvlevi problemebis
gadawyvetaze. marketinguli kvlevis Sedegebi SeiZleba war-
modgenil iqnes kvlevis arsis mokle gadmocemiT an sruli
samecniero angariSgebis saxiT. masSi sistematizebulad da
TvalsaCino formiT gadmoicema kvlevis sqema da detalurad
dasabuTebuli daskvnebi da rekomendaciebi.
marketinguli kvlevis Catarebis Sesaxeb angariSgeba unda
Seicavdes Semdeg cnobebs:
¾ kvlevis mizani;
¾ visTvis da vin Caatara kvleva;
¾ SerCevis daxasiaTeba, Catarebis dro, informaciis Seg-
rovebisa da damuSavebis meTodebi (anketireba, eqsper-
tiza, dakvirveba da sxv.);
¾ cnobebi Semsruleblebisa da konsultantebis Sesaxeb;
¾ informaciis miRebis wyaroebi, maTi saimedooba kabine-
tur gamokvlevebis Catarebisas;
¾ umniSvnelovanesi daskvnebi kvlevebis Sedegebis mixed-
viT.
marketinguli da sociologiuri gamokvlevebis praq-
tikis saerTaSoriso kodeqsi (miRebulia saerTaSoriso sa-
vaWro palatis da sazogadoebrivi azris Seswavlisa da marke-
tinguli kvlevebis evropuli sazogadoebis mier 1974 w.) gan-
sazRvravs marketingul gamokvlevebs rogorc bazrebis
(momxmarebelTa, saqonlisa da momsaxurebis) Sesaxeb neba-
yoflobiT miRebuli informaciis obieqtur Segrovebasa da
analizs.
marketingis kvleva unda tardebodes patiosani konkuren-
ciis saerTod miRebuli principebis, konfidencialobis Sesa-
bamisad, agreTve standartebis Tanaxmad, romlebic emyarebi-
an saerTod miRebul mecnierul meTodebs. ar SeiZleba ganxi-
lul iqnes rogorc marketinguli kvleva monacemebi, romle-
bic miRebulia samrewvelo SpionaJis, motyuebis gziT. marke-
tologi (mkvlevari) unda iyos obieqturi, uCvenos miRebuli
monacemebis cdomilebis xarisxi; man unda gamoiyenos kvle-
89
vis Tanamedrove meTodebi, mudmivad Tvalyuri unda adevnos
midminare cvlilebebs da sxv. Tanamedrove meTodebidan sul
ufro met mniSvnelobas iZens benCmarkingi.
Tanamedrove benCmarkingi ganixileba rogorc `upirateso-
baTa SedarebiTi analizi~ SerCeuli maCveneblebis Sepirispi-
rebis (Setolebis) safuZvelze. benCmarkingi marketingul
kvlevaTa damoukidebeli saxea, romelic gamiznulia imis ga-
mosavlenad da gamosayeneblad, rasac `sxvebi akeTeben Cvenze
ukeTesad~. benCmarkings gaaCnia bevri mimarTuleba, romle-
bic dakavSirebulia firmaSi (kompaniaSi) sxvadasxva mmarTve-
lobiTi (maT Soris marketinguli) gadawyvetilebebis miRebas-
Tan. man ganviTarebis ramdenime stadia gaiara da damkvidrda
marketingul kvlevaTa damoukidebel saxed. es stadiebia:
¾ produqtis retrospeqtiuli analizi;
¾ sawarmos (firmis) konkurentunarianobis gzebis gamok-
vleva Tavis dargSi;
¾ sawarmoTa upiratesobebis gamokvleva analogiur fun-
qciur procesebSi Tavisi dargis gareT;
¾ Tavisi firmis (kompaniis) strategiuli alternativebis
Sefaseba bazris lideri kompaniebis gamocdilebis gaTva-
liswinebiT;
¾ strategiul gadawyvetilebaTa rezultatianobis Ses-
wavla sxvadasxva erovnul-kulturul garemoSi.
benCmarkingis ZiriTadi instrumentia `upiratesobis
analizis~ meTodi. ganasxvaveben upiratesobis Siga, gare da
funqciur analizs. Siga analizi gulisxmobs saqmianobis Se-
darebiT analizs calkeul qvedanayofebs Soris TviT kompa-
niis SigniT. gare analizis saSualebiT xdeba Tavisi saqmiano-
bis Sedareba Tavisi dargis wamyvani konkurentebis saqmiano-
basTan. funqciuri analizi mimarTulia upiratesobis gamov-
lenaze uSualod sxva dargebis kompaniebis funqciur pro-
cesebSi.
benCmarkingis process sqematurad yofen rig etapebad:
1. upiratesobis analizis sagnis gansazRvra (magaliTad,
marketinguli saqmianobis sxvadasxva saxeebi, sadac xSi-
rad kompania awydeba siZneleebs).
2. upiratesobis analizis obieqtebis povna (sxva dargebis
konkurenti kompaniebi, partniorebi, sadac miRweulia
gansazRvruli warmatebebi).
3. informaciis Segroveba (kabineturi da savele marketin-
guli kvlevebi).
90
 4. miRebuli informaciis analizi (monacemebis Sepirispi-
reba).
5. miRebuli cnobebis gamoyeneba kompaniis praqtikul saq-
mianobaSi (magaliTad, sakuTari gegmebis koreqtireba,
eqsperimentebis Catareba, gamocdilebis gaziareba da
a. S.).
6. Sedegebis kontroli da kvlevebis gagrZeleba (mudmi-
vad gamiznuloba axal Sedegebze, `swavleba da varjiSi~
ganviTarebaSi da sxv.
marketinguli kvlevebi SeiZleba Catardes rogorc saku-
Tari ZalebiT, aseve gare specialistebis daxmarebiTac. speci-
alistebi floben codnas profesiuli ganaTlebis da sxva-
dasxva kvlevebSi monawileobis gamocdilebis xarjze. isini
problemas swavloben ufro miukerZoeblad da obieqturad.
kompaniis muSakebi ki floben ufro Rrmad bazris specifi-
kis, zogierTi teqnikuri detalebis da a. S. codnas, ramac SeiZ-
leba arsebiTi gavlena moaxdinos rogorc gamokvlevis pro-
cesis msvlelobaze, aseve miRebuli monacemebis analizze.
sazRvargareT marketingul kvlevaTa CatarebaSi aqtiurad
monawileoben organizaciebis ori ZiriTadi jgufi:
¾ marketinguli firmebi;
¾ konsaltinguri firmebi.
marketinguli firmebi floben kargad mowesrigebul
kvlevis meqanizms da gaSlil qsels. magram isini SemkveTebs
warudgenen kvlevis Sedegad miRebul informacias Rrma ana-
lizis gareSe. aseTi firmebi umjobesia SedarebiT masobrivi
moTxovnis martivi saqonlis bazrebis gamokvlevisaTvis. aq
SeiZleba gamoyenebul iqnes standartuli analizis meTodebi.
konsaltinguri firmebis gamoyeneba mizanSewonilia im
SemTxvevebSi, rodesac aucilebelia miRebuli monacemebis
Rrma analizi. magaliTad, bazarze SemkveTis SesaZleblobebis
Sefasebis sakiTxebis gadawyvetisaTvis, rekomendaciebis da-
muSavebisaTvis marketingul ZalisxmevaTa sferoSi da sxv.
garda amisa, konsaltinguri firmebi muSaoben, rogorc wesi,
rTul bazrebze. sirTuleSi igulisxmeba saqonlis nairsaxeoba
(warmoebis saSualebebi, sainformacio teqnologiebi, tele-
komunikaciebi da a. S.) da sabazro situacia (konkurenciis ma-
Rali done, gaSlili segmentacia, specifikuri faqtorebis
moqmedeba da a. S.).
sazRvargareTis praqtikidan cnobilia, rom yalibdeba gar-
kveuli `movaleobaTa ganawileba~ kompaniasa da konsaltingur

91
firmas Soris. kompaniis marketingis ganyofileba regularu-
lad akvirdeba sabazro procesebis ganviTarebasa da kompaniis
SesaZleblobebs, periodulad aZlevs kompleqsuri gamokvle-
vis SekveTas konsaltingur firmas. es ukanaskneli Rebulobs
uSualo monawileobas amocanis dasmasa da mis ganxilvaSi. au-
cileblobis SemTxvevaSi zogierTi amocanis gadawyvetis de-
legirebas axdens specializebul marketingul firma-mkvle-
varze. miRebuli saerTo monacemebi analizdeba konsaltin-
guri firmebis mier. SeTanxmebuli rekomendaciebi gamoiye-
neba SemkveTi kompaniis mier strategiuli an operatiuli mar-
ketinguli gadawyvetilebebis damuSavebisas.
kompania iyenebs specializebul organizaciebs (firmebs)
marketinguli kvlevebis CatarebisaTvis SemTxvevebSi, rode-
sac:
¾ aucilebelia specialuri codna da Cvevebi (`nou-hau~);
¾ gaiReba mcire finansuri danaxarjebi;
¾ saWiroa sakmaod zusti da saimedo Sedegebi;
¾ kompanis marketingis ganyofileba gadatvirTulia mim-
dinare amocanebiT da sxv.
kompaniam (firmam) sagareo saagentos sworad SerCevisaT-
vis unda:
¾ iqonios cnobebi marketinguli da konsaltinguri mom-
saxurebis bazris Sesaxeb da gansazRvros Tavisi SesaZ-
lo partniorebi;
¾ gaugzavnos winadadeba savaraudo potenciur Semsru-
leblebs problemebis aRweriT da marketinguli kvle-
visadmi moTxovnebiT;
¾ Seiswavlos Semosuli komerciuli winadadebebi da gaake-
Tos saboloo arCevani SeTavazebuli kvlevebis fasisa
da xarisxis saukeTeso Tanafardobis safuZvelze.
problemis aRweraSi, romelsac kompania gadascems saga-
reo saagentos, unda iqnes motanili Semdegi monacemebi:
¾ sawarmos (firmis), saqonlisa da bazris Sesaxeb;
¾ marketinguli kvlevis miznebis da mosalodneli Sede-
gebis Sesaxeb;
¾ organizaciuli urTierTmoqmedebis Sesaxeb kvlevisa da
Catarebuli damuSavebebis angariSgebianobis msvleloba-
Si.

92
 3.3. makrogaremos ZiriTadi faqtorebi

kompaniebi da maTi mimwodeblebi, marketinguli Suamavlebi,

myidvelebi, konkurentebi da mTlianad sazogadoebrioba _
yvela muSaobs makrogaremoSi, romlis Zalebisa da tendencie-
bis gavleniT yalibdeba SesaZleblobebi da saSiSroebebi. es
Zalebi warmoadgenen arakontrolirebad faqtorebs, romle-
bic aucilebelia gamovlindes da Sesabamisad maTze moxdes
reagireba. kompaniebi da momxmareblebi sul ufro ganicdian
globaluri Zalebis (faqtorebis) gavlenas (cxrili 3.3).

cxrili 3.3.
globaluri faqtorebi, romlebic moqmedeben
marketingze

1 saerTaSoriso gadazidvebis mniSvnelovani daCqareba, komuni-

kaciebisa da finansuri operaciebis ganviTareba, rac iwvevs
msoflio vaWrobisa da kapitalis investiciebis mkveTr zrdas,
gansakuTrebiT sampolusian vaWrobaSi (CrdiloeT amerikas, da-
savleT evropasa da Soreul aRmosavleTs Soris)
2 zogierTi aziis qveynebis ekonomikuri aRmavloba.
3 savaWro blokebis monawileebis, iseTebis rogoricaa evropis
kavSiri da T, swrafva ekonomikuri kooperaciisken.
4 seriozuli problemebi zogierTi qveynebis sagareo davaliane-
basTan, saerTaSoriso safinanso sistemis arastabilurobis
zrda.
5 barteruli da Semxvedri savaWro operaciebis mniSvnelobis
amaRleba saerTaSoriso vaWrobaSi.
6 gadasvla sabazro ekonomikaze yofil socialistur qveyneb-
Si, romelsac Tan axlavs msxvilmasStabiani privatizacia.
7 cxovrebis stilis swrafi unifikacia, romelic gamowveulia
globaluri komunikaciebis ganviTarebiT.
8 axali msxvili bazrebis gaxsna: CineTis, indoeTis, aRmosav-
leT evropis, arabeTis qveynebis da laTinuri amerikis.
9 transerovnuli korporaciebis globalizacia.
10 msxvili korporaciebis saerTaSoriso strategiuli kavSire-
bis ricxvis zrda.
11 eTnikuri da religiuri konfliqtebis gaZliereba zogierT
qveynebsa da regionebSi.
12 globaluri savaWro markebis ganviTareba saavtomobilo mSe-
neblobaSi kvebis, msubuq, eleqtronul mrewvelobasa da sxva
dargebSi.

93
 axali _ XXI saukunis dawyebam moitana axali problemebi:
mkveTri dacema safondo birJebze, romelmac zemoqmedeba mo-
axdina danazogze, investiciebsa da sapensio fondebze; umu-
Sevrobis zrda; korporaciuli skandalebi da terorizmis
talRis afeTqeba. mocemulma dramatulma movlenebma gaamw-
vava adre arsebuyli grZlevadiani tendenciebi, romlebic ar-
sebiT gavlenas axdendnen globalur ekonomikur landSaf-
tze. am swraf cvalebad samyaroSi kompaniam unda ganaxorcie-
los eqvsi ZiriTadi faqtoris monitoringi: demografiuli,
ekonomikuri, bunebrivi, teqnologiuri, politikuri (samar-
Tlebrivi) da socialuri (kulturuli) faqtorebis. TiToeul
am faqtors unda mieqces yuradReba marketingis poziciidan,
rac gulisxmobs aqcentis gadatanas maT SemTxveviT urTier-
Tmoqmedebebze, romlebic qmnian wanamZRvrebs rogorc axali
SesaZleblobebisaTvis, aseve saSiSroebebisaTvis. magaliTad,
Sobadobis mkveTri zrda (demorgafiuli faqtori) iwvevs re-
sursebis gamolevas da garemos gaWuWyianebas (bunebrivia faq-
tori), rac aiZulebs adamianebs moiTxovon axali kanonebis
miReba (politikuri faqtori). SezRudvebis daweseba stimuls
aZlevs axal teqnologiur gadawyvetilebebs da saqonelma
(teqnologiuri faqtori), romelic xelmisawvdomia (ekono-
mikuri faqtori), SeiZleba Secvalos urTierTobebi da ada-
mianTa (momxmarebelTa) qceva (socialuri) kulturuli Zala.
mTavari demografiuli faqtori, romelsac akvirdeba
kompaniis marketingis samsaxuri aris mosaxleoba, romelic
qmnis sxvadasxva bazrebs. saxeldobr dakvirveba xdeba sxvadas-
xva qalaqebis, regionebis da qveynebis mosaxleobis ricxov-
nobisa da zrdis tempebis maCveneblebze; mis asakobriv struq-
turasa da eTnikur Semadgenlobaze; ganaTlebis doneze; sao-
jaxo meurneobaTa streuqturaze; regionul gansxvavebebze.
msoflios mosaxleoba bolo monacemebiT aRwevs 6,4 mili-
ard kacamde. Tu mosaxleobis zrdis tempebi ar Seicvleba,
maSin 2025 wlisaTvis Cveni planetis mcxovrebTa ricxvi mi-
aRwevs 7,9 miliard kacamde. mosaxleobis ricxovnobis aseTi
zrda adre Tu gvian gamoiwvevs kvebis resursebis ukmariso-
bas, sasargeblo wiaRiseulis gamolevas, garemos gaWuWyiane-
bas da cxovrebis xarisxis saerTo Semcirebas. Cveni planetis
CamorCenil regionebze modis mTeli mosaxleobis 76%, amas-
Tan maTi mcxovrebTa ricxovnoba yovelwliurad izrdeba
2%-iT, maSin rodesac ganviTarebuli qveynebis mcxovrebTa
ricxovnoba izrdeba mxolod 0,6%-iT weliwadSi. CamorCenil

94
qveynebSi praqtikulad SeuZlebelia cxovrebis donis Tana-
medrove standartebis miRweva kvebis, Cacmisa da bavSvTa ga-
naTlebis TvalsazrisiT.
dedamiwis mosaxleobis zrdis tendencia aisaxeba bizneszec.
mosaxleobis ricxovnobis zrda niSnavs moTxovnilebaTa
zrdas, magram gasaRebis bazrebi rCeba SezRuduli, vinaidan
ganviTarebadi qveynebis mcxovrebTa saSualo myidvelobiTi
unarianoba (gadasaxdisunariani moTxovnileba) mcirdeba. mo-
saxleobis raodenobiT yvelaze mravalricxovan qveyanaSi _
CineTSi sakanonmdeblo wesiT karga xania zRudaven bavSvTa
ricxvs, principiT erTi ojaxi _ erTi bavSvi. marketingis po-
ziciidan aseTi politika ganapirobebs erTaderTi bavSvis ga-
nebivrebas, vinaidan erTaderTi bavSvis Wirveulobas da mis
dakmayofilebas kanfetebidan kompiuteramde guluxvad em-
saxurebian mSoblebi, bebiebi da babuebi, deidebi da biZiebi
da a. S. amitom CineTis bazarze muSaoben iseTi cnobili kom-
paniebi, rogoricaa Bendai (iaponia), Logo Group (dania), Mattel
(aSS).
msoflios sxvadasxva qveynebis mosaxleoba mniSvnelovnad
ganasxvavdeba asakobrivi struqturiT. erT poluszea meqsika
_ Zalian axalgazrda da swrafad mzardi mosaxleobiT, meo-
reze ki iaponia, romlis mosaxleoba erT-erTi uZvelesia msof-
lioSi. Tu pirvel polusze yvelaze popularuli saqonelia
_ rZe, axalSobilis saxvevi, saskolo nivTebi da saTamaSoe-
bi, meore polusze moixmareba bevrad ufro meti saqoneli
xnieri adamianebisaTvis. magram mxedvelobaSia misaRebi isic,
rom amJamad adgili aqvs mosaxleobis daberebis globalur
tendencias. mosaxleobis daberebis process xels uwyobs
yvelgan Sobadobis maCveneblis Semcireba. bevr qveyanaSi So-
badoba CamorCeba mokvdaobas. aTi wlis Semdeg bevri qveyana,
magaliTad, iaponia, aSS da evropis saxelmwifoebi, waawydebi-
an seriozul problemas, romlis arsia gacilebiT didi rao-
denobis xnieri adamianebis mxardaWeris aucilebloba. Zalian
cudi demografiuli viTarebaa saqarTveloSi, rasac emateba
didi raodenobiT Cveni moqalaqeebis (ZiriTadad axalgaz-
rdebis) gamgzavreba sazRvargareT umuSevrobis mizeziT (da-
axloebiT 1,5 milioni saqarTvelos moqalaqe wasulia sam-
Soblodan samuSaos saZebnelad).
nebismieri qveynis mosaxleoba iyofa eqvs asakobriv jgu-
fad: bavSvebi skolamdeli asakis, bavSvebi, romlebic dadian
skolaSi, mozardebi, axalgazrda adamianebi (25-40), saSualo

95
asakis adamianebi (40-65) da xnieri adamianebi (65 wels zeviT).
marketingul garemos gansazRvravs mosaxleobis yvelaze mra-
valricxovani jgufi (jgufebi). uaxloes aTwleulSi evro-
pis qveynebSi gaizrdeba saSualo da xnieri asakis adamianebis
xvedriTi wili.
gansxvavebani qveynebs Soris vlindeba mosaxleobis ra-
sobriv da eTnikur SemadgenlobaSi. erT-erT poluss warmo-
adgens amomavali mzis qveyana (iaponia), romlis mosaxleoba
Sedgeba ZiriTadad eTnikuri iaponelebisagan. iaponiis sapi-
rispiroa aSS, sadac moqalaqeoba aqvT praqtikulad yvela
erovnebis adamians. magram yvela eTnikuri jgufi cdilobs Sei-
narCunos erovnuli gansxvavebani, ganaviTaros sakuTari kul-
tura. saqarTveloc ganekuTvneba mravalerovnul qveyanas
sxvadasxva sarwmunoebrivi jgufebiT.
ganaTlebis doniT nebismier sazogadoebas yofen xuT jgu-
fad: wera-kiTxvis ucodinari (uwignuri) adamianebi, adamia-
nebi arasruli saSualo ganaTlebiT, saSualo ganaTlebiT,
saSualo teqnikuri da umaRlesi ganaTlebiT. iaponiaSi moqa-
laqeebis 99% ganaTlebuli adamiania, xolo aSS-Si mosaxleo-
bis 10-dan 15%-mde faqtobrivad uwignuria. amave dros Seer-
Tebul StatebSi maRali xvedriTi wili ukaviaT adamianebs sa-
Sualo teqnikuri ganaTlebiT (kolejdamTavrebulebi) _ 36%,
rac bevrad gansazRvravs moTxovnis maRal dones wignebze,
Jurnalebze da turistul momsaxurebaze, saqarTvelo mosax-
leobis ganaTlebis doniT ar CamorCeba ganviTarebul qvey-
nebs.
marketingis TvalsazrsiT garkveuli mniSvneloba aqvs sa-
ojaxo meurneobis struqturas. `tradiciuli~ ojaxi Sedgeba
qmris, colis (zogjer maTi mSoblebis) da bavSvebisagan. dRes
aseTi struqtura iSviaTad gvxvdeba bevr qveyanaSi, maT Soris
saqarTveloSi. Tanamedrove ojaxi es aris martoxelebic, da
wyvilebic, da ojaxebic erTi mSobliTa da bavSviT (bavSvebiT),
da uSvilo col-qmaric, da ojaxebi, romelTa Svilebma dato-
ves saxli. gaxSirda ganqorwinebis SemTxvevebic. TiToeul aR-
niSnul jgufs gaaCnia moTxovnilebaTa Tavisi nakrebi da Tavi-
si samomxmareblo qcevebi da Cvevebi. marketingis poziciidan
didi yuradReba unda mieqces aratradiciuli saojaxo meur-
neobebis specifikur moTxovnilebebs, vinaidan maTi ricxvi
mudmivad izrdeba.
ekonomikur garemodan pirvel rigSi, aRsaniSnavia mosax-
leobis myidvelobiTi unarianoba (gadaxdisunariani moTxovni-

96
leba). gadaxdisunariani moTxovnilebis saerTo done damoki-
debulia mosaxleobis mimdinare Semosavlebze, fasebis doneze,
danazogebze, valebsa da kreditis xelmisawvdomobaze. ten-
denciebs, romlebic gavlenas axdenen mosaxleobis gadaxdi-
sunarian moTxovnilebaze anu moTxovnaze, didi mniSvneloba
aqvT marketingisTvis. maT SeuZliaT Zlieri zemoqmedeba mo-
axdinon kompaniebis saqmianobaze, kerZod im kompaniebis, rom-
lebic orientirebulni arian fasis mimarT damoukidebel da
mgrZnobiare myidvelebze (momxmareblebze).
msoflios TiToeul qveyanaSi yalibdeba mxolod misTvis
damaxasiaTebeli Semosavlebis ganawilebis done da propor-
ciebi. cnobilia dargobrivi struqturebis oTxi tipi: arse-
bobis uzrunvelmyofeli ekonomika (SesaZleblobebi vaW-
robisaTvis SezRudulia); bunebrivi resursebis eqsporti-
ori qveyana (magaliTad, zairi _ spilenZi, an saudis arabe-
Ti _ navTobi), sadac arsebobs samTomompovebeli mrewvelobis
mowyobilobis, satvirTo avtomobilebis, fufunebis sagnebis
da sxva mimzidveli bazari; qveyana ganviTarebadi mrewve-
lobiT (indoeTi, egvipte, filipinebi), sadac mrewvelobis gan-
viTarebiT warmoiSoba SedarebiT mdidari adamianebis fena,
da mcire, magram mzardi klasi, romlis warmomadgenlebi aye-
neben moTxovnas sruliad axal saqonelze; industriuli
ekonomika, qveynebi yvela tipis saqonlis gasaRebis mimzid-
veli bazriT.
marketingSi Semosavlebis ganawilebis myari proporciebis
Sesabamisad gamoyofen xuTi tipis qveynebs: 1) Zalian mcire
Semosavlebi, 2) upiratesad mcire Semosavlebi, 3) Zalian mci-
re da Zalian didi Semosavlebi, 4) mcire, saSualo da didi Se-
mosavlebi, 5) upiratesad saSualo Semosavlebi. avtomobili
`Lamborghini~-is magaliTze, romlis fasi aRemateba 150 aTas
amerikul dolars, ikveTeba Semdegi suraTi: pirveli da meo-
re tipis qveynebSi aseTi manqanebis bazari praqtikulad ar
arsebobs. meore mxriv, es marka sargeblobs Zalian didi po-
pularobiT portugaliaSi (tipi 3). es qveyana erT-erTi uRa-
ribesia dasavleT evropaSi, magram masSi cxovrobs mdidari
ojaxebis sakmarisi raodenoba, romlebsac SeuZliaT iqonion
gadaadgilebis amdenad ZviradRirebuli saSualeba.
adamianebi TavianTi gemovnebisa da survilebis mixedviT
avlenen gansxvavebul myidvelobiTunarianobas ama Tu im sa-
qonlis mimarT. sazogadoeba ayalibebs TiToeuli admaianis
mrwamss, faseulobas da normebs. yovelive es gavlenas axdens

97
adamianis azrze sakuTari Tavisa da sxvebis Sesaxeb, urTierTo-
bebze adamianebsa da organizacias (firmas) Soris, adamianTa Se-
xedulebebze sazogadoebis mimarT, adamianTa damokidebule-
baze bunebisadmi, adamianTa urTierTobaze samyarosadmi. aR-
niSnuli maxasiaTeblebi ganekuTvneba sociokulturul gare-
mos, romelic mniSvnelovania marketingisaTvvis. marketin-
gisaTvis sainteresoa kulturuli garemos iseTi maxasiaTeb-
lebi rogoricaa sabazo kulturul faseulobaTa simyare,
sxvadasxva subkulturebis gavrceleba da drois ganmavlobaSi
meorad kulturul faseulobaTa cvlileba. TiToeuli kon-
kretuli sazogadoebis farglebSi adamianebisTvis damaxasi-
aTebelia mravali sabazo mrwamsi da faseuloba, romlebsac
gaaCniaT friad myari, mudmivi xasiaTi. aseTi mrwamsi gadae-
cema mSoblebidan bavSvebsa da misi ganmtkiceba xdeba socia-
luri institutebis _ skolis, eklesiis, komerciuli orga-
nizaciebis, mTavrobis Zalisxmevis mier. cvlilebebs ufro
ganicdian adamianTa meoradi mrwamsi da faseuloba, rac un-
da gaiTvaliswinon marketingis specialistebma. marTalia saba-
zo faseulobebs ganasxvavebs simyare, magram cvlilebebi kul-
turul garemoSi mainc xdeba. 1960-ian wlebSi iseTi mimdina-
reobis gaCenam, rogoricaa xipebi, Secvala varcxniloba, tan-
sacmeli, seqsualuri normebi da miznebi bevri axalgazrda
adamianisa.
makrogarmeoSi gansakuTrebuli adgili ukavia bunebriv
garemos. msoflios bevr qalaqebSi wylisa da haeris gaWuWyia-
nebam miaRwia kritikul zRvars. dasavleT evropaSi partia
`mwvaneebi~ gadamwyvet zomebs iReben mrewvelobis narCenebis
problemebisadmi sazogadoebriobis yuradRebis misapyrobad.
marketingis specialistebi mzad unda iyvnen axali saSiSroe-
bebis gamovlenebis SemTxvevaSi, rac gamowveulia bunebrivi
maragis SemcirebiT, energoSemcvelebis gaZvirebiT, garemos
gaWuWyianebis zrdiT da sxva uaryofiTi movlenebiT. mecnie-
rul-teqnikur (teqnologiur) progress bevr dadebiT mo-
mentebTan erTad Tan axlavs uaryofiTi momentebic. axali
ideebis dabadebasa da mza nawarmis daxlze gamoCenas Soris
dro sul mcirdeba. analogiurad iTqmis bazarze saqonlis ga-
tanisa da warmoebis pikis drois intervalis Sesaxeb. plane-
taze mcxovrebi mecnierebis oTxmocdaaTi procenti Cveni
Tanamedroveebi arian. teqnologiurma novaciebma ganapiro-
bes saxelmwifo kontrolis gaZliereba kvebis produqtebisa

98
da medikamentebis xarisxis dacvaze, agreTve msubuqi mrewve-
lobis, sayofacxovrebo qimiis da sxva dargebSi.
marketinguli gadawyvetilebis miRebisas agreTve mxedve-
lobaSia misaRebi movlenebi, romlebsac adgili aqvT poli-
tikur da sakanonmdeblo dargebSi. politikuri sfero moi-
cavs kanonebs, saxelmwifo xelisuflebis organoebs, romle-
bic gavlenas axdenen biznesze. kanonmdebloba biznesis Sesa-
xeb asrulebs sam ZiriTad amocanas: firmebis dacva upatios-
no konkurenciisagan, momxmareblebisa _ vaWrobis upatios-
no meTodebisagan da sazogadoebis interesebisa bazris mo-
nawileebis kanonsawinaaRmdego qcevisagan. kanonebis miRebis
mTavari mizania mwarmoebeli kompaniebis waqezeba ikisron
pasuxismgebloba socialuri xarjebisaTvis, romlebic warmoi-
Soba maTi saqonlis an teqnologiuri procesebis gamoyenebiT.
zogierTi qveynebis parlamentebma arsebiTad gaamkacres kano-
nebi momxmarebelTa uflebebis dacvis Sesaxeb. marketingis
samsaxuris movaleobaa konkurenciis, momxmareblebis da sa-
zogadoebis dacvis Sesaxeb yvela kanonis myari codna. bolo
30 wlis manZilze aSS-Si mniSvnelovnad gaizarda jgufebis
ricxvi da gavlena, romelTa mizania sazogadoebrivi intere-
sebis dacva. bevr maTgans gaaCnia lobi mTavrobaSi da zewo-
las axdenen kompaniebis xelmZRvanelobaze, aiZuleben ra maT
didi yuradReba dauTmon momxmarebelTa uflebebs, kerZod
qalebis, xnier moqalaqeebis, arasrulwlovanebis uflebebs.
dRes bevri adre daxuruli marketinguli RonisZieba sazo-
gadoebriobis mkacr kontrolzea ayvanili.

daskvnebi

1. marketinguli sainformacio sistemis daniSnulebaa infor-

maciaze menejerTa moTxovnilebis Sefaseba, misi Segroveba
da droulad wardgena. igi moicavs sam komnponents: 1) aR-
ricxvis saSinao sistema, romelic aerTianebs mTeli ciklis
informacias (SekveTidan mis anazRaurebamde) da savaWro
angariSgebis sistemas; 2) marketinguli dakvirvebis sis-
temas _ rig procedurebsa da wyaroebs, romlebic gamoi-
yeneba sabazro garemoSi cvlilebebis Sesaxeb yoveldRiu-
ri informaciis misaRebad; 3) marketinguli kvlevebis sis-
tema, romelic gankuTvnilia monacemebis Segrovebis, sis-
tematizaciisa da analizisaTvis konkretul situaciaSi
da am monacemebis dasayvanad xelmZRvanelobamde.

99
2. axali SesaZleblobebis gaCena dakavSirebulia tendenciebis
(grZelvadiani mimarTuleba an movlenaTa Tanamimdevroba)
da megatendenciebis (nela ganviTarebadi msxvili socia-
luri, ekonomikuri, politikuri da teqnologiuri cvli-
lebebi, romlebic gaformdnen xangrZlivi drois ganmav-
lobaSi, axdenen gavlenas kacobriobaze) warmoSobasTan da
ganviTarebasTan.
3. arsebobs marketinguli kvlevebis saerTod miRebuli pro-
cedura, romelic moicavs Semdeg etapebs: kvlevis Canafiq-
ris damuSaveba; empiriuli monacemebis miReba da analizi;
ZiriTadi daskvnebis formulireba da angariSgebis gafor-
meba. marketinguli gadawyvetilebebis miRebisaTvis infor-
macia yalibdeba monacemebisagan, romlebic miiReba kabi-
neturi da savele gamokvlevebis Catarebis Sedegad. ben-
Cmarkingi marketingul kvlevaTa qmediTi saxea. isini Sei-
caven raodenobriv da Tvisebriv maCveneblebs.
4. mudmivad cvalebad globalur samyaroSi kompaniam unda
gamoavlinos faqtorebis eqvsi ZiriTadi jgufis gavlena:
demografiuli, ekonomikuri, socio-kulturuli, buneb-
rivi, teqnologiuri (mecnierul-teqnologiuri progre-
si) da politikuri (samarTlebrivi) faqtorebis.
5. demografiul garemoSi marketingis samsaxurs aintere-
sebs mosaxleobis ricxovnobis zrdis tempebi, asakobrivi
struqturis, eTnikuri Semadgenlobisa da ganaTlebis do-
nis clvileba, migraciuli ojaxebis ricxvis gadideba, ada-
mianTa geografiuli gadaadgileba (migracia) da masobri-
vi bazrebidan gadasvla mikrobazrebze.
6. ekonomikuri garemos ganxilvisas, aucilebelia yuradRe-
ba mieqces Semosavlebis ganawilebas, fasebis dones, dana-
zogebs, davalianebas da kreditis xelmisawvdomobas.
7. socio-kulturuli garemo gulisxmobs individebis damoki-
debulebas Tavis TavTan, sxva adamianebTan, sxvadasxva or-
ganizaciebTan (firmebTan), sazogadoebasTan, bunebasTan
da samyarosTan. aucilebelia gairkves romeli saqoneli
Seesabameba sabazo da romeli _ meorad faseulobas, da
gaTvaliswinebul iqnes sazogadoebaSi arsebuli sxvadas-
xva subkulturebis interesebi.
8. bunebriv garemoSi gamoiyofa iseTi faqtorebi, rogoricaa
bunebrivi resursebis maragis Semcireba, energiis gaZvire-
ba, garemos gaWuWyianebis zrda, saxelmwifos rolis cvli-
leba bunebis dacvaSi.

100
9. teqnologiur garemoSi gamoyofen mecnierul-teqnolo-
giuri progresis daCqarebas, gamokvlevaTa da damuSavebe-
biT biujetebis gadideba da saxelmwifo kontrolis gam-
kacreba teqnologiebis ganviTarebaze.
10. politikur-samarTlebrivi garemo moiTxovs kompaniis mar-
ketingis samsaxurisagan kanonebis dacvas, romlebic are-
gulireben biznes-saqmianobas da im jgufebis moTxovnebis
gaTvaliswinebas, romlebic icaven sazogadoebriv intere-
sebs.

101
 Tavi 4. marketinguli kvlevebi da
moTxovnis prognozireba
4.1. marketinguli kvlevebis sistema da
marketinguli kvlevis procesis etapebi

marketingis menejerebs xSirad uwevT marketingul kvleva-

Ta Catareba kompaniis konkretuli problemebisa da sabazro
SesaZleblobebis Sesaswavlad. isini awarmoeben bazris mimo-
xilvas, aanalizeben momxmarebelTa (myidvelTa) moTxovnas,
akeTeben gayidvebis prognozs an sareklamo kampaniebis efeqti-
anobis Sefasebas. TiToeul aRniSnul sakiTxze myidvelTa Sexe-
dulebis Seswavla da analizi marketingis samsaxuris amocanaa,
rac xorcieldeba marketinguli kvlevis saSualebiT. marke-
tinguli kvleva warmoadgens monacemebis sistematur dageg-
mvas, Segrovebas, analizs da Sedegebisa da daskvnebis im saxiT
wardgenas, romelic Seesabameba kompaniis (firmis) konkretul
marketingul situacias. marketingulma kvlevebma amJamad moi-
pova globaluri statusi.
firmas SeuZlia marketingul kvlevaTa organizacia sxva-
dasxva wesebiT. bevri msxvili firma qmnis sakuTar kvleviT qve-
danayofebs (ganyofilebebs), romlebic xSirad warmoadgenen
sakvanZo rgolebs firmis (organizaciis) SigniT. marketinguli
kvlevebi xelmisawvdomia ara marto msxvili firmebisTvis,
romlebsac gaaCniaT saTanado biujeti da Sesabamisi struqtu-
ruli qvedanayofi. mcire firmebSi marketingul kvlevaTa Ca-
tarebis amocana, rogorc wesi, ekisrebaT yvela TanamSromels
(struqturul qvedanayofs), romlebsac raime urTierToba
aqvs bazarTan (momarageba-gasaRebis, gayidvebis, logistikis
da sxva ganyofilebebi) da am mizniT iqmneba firmis (kompanis)
marketingis samsaxuri. Cveulebrivad marketingul kvlevaTa
biujeti Seadgens kompaniis gayidvebis moculobis 1-2%, rom-
lis mniSvnelovani nawili midis specializebuli firmebis (la-
boratoriebis, institutebis) momsaxurebis anazRaurebaze.
firmebs, romlebsac ekisrebaT aseTi kvlevebis Catareba, yo-
fen sam kategoriad:
1. sindicirebuli kvleviTi firmebi, romlebic agrove-
ben cnobebs momxmareblebsa da saqonelze, xolo Semdeg
yidian damuSavebul informacias.
2. firmebi, romlebic klientebis SekveTebiT asruleben
kvlevebs. am firmebis momsaxurebiT sargebloben kon-

102
 kretuli kvleviTi amocanebis gadawyvetisas. isini Rebu-
loben monawileobas kvlevis gegmebis damuSavebaSi da mi-
Rebuli Sedegebi misi Sesrulebis Semdeg xdeba klientis
(SemkveTis) sakuTreba.
3. wvrili specializebuli firmebi. aseTi firmebi Tavis
Tavze Rebuloben kvleviT samuSaoTa nawils, xolo samu-
SaoTa ZiriTad nawils asruleben sxva firmebi. amis yve-
laze TvalsaCino magaliTia saagentoebi, romlebic spe-
cializdebian gamokiTxvebis Catarebaze klientebis da-
valebiT.
mcire kompaniebi mimarTaven kvleviT firmebs momsaxurebi-
saTvis an aucilebel informacias moipoveben SemoqmedebiTi
improvizaciis iseTi meTodebiT, rogoricaa:
1. universitetebis studentebisa da maswavlebelTa
Cabma kvlevaTa Catarebasa da damuSavebaSi. magali-
Tad, bostonis universitetSi (aSS) saqmiani (biznes) admi-
nistrirebis diplomis miRebisaTvis studentebma unda
miiRon monawileoba proeqtSi, romlis mizania axalgaz-
rda specialistebis kompania American Express-is momsaxu-
rebis gamoyenebis gegmis damuSavebaSi Cabma. sareklamo
kampania, romelic damuSavebulia da Catarebuli studen-
tebis ZalebiT, gaxda erT-erTi yvelaze warmatebuli
AmEx-is istoriaSi.
2. internetis gamoyeneba. kompaniebs SeuZliaT iafad mii-
Ron maTTvis friad mniSvnelovani informacia Tu regu-
larulad naxaven konkurentebis web-saitebs da gamoiye-
neben onlainis xelmisawvdom monacemebs.
3. konkurentebis miRwevebis Seswavla. mcire kompanieb-
Sic ki savsebiT SesaZlebelia saWiro saxsrebiT gaigzav-
nos TanamSromeli konkurentebTan. tom kuxilma, atlan-
taSi ori restornis mflobelma, Tavis menejerebs misca
SesaZlebloba esadilaT sxva dawesebulebebSi im piro-
biT, rom isini iqidan moitandnen ara marto angariS-faq-
turebs, aramed axal ideebsac.
kompaniebis umravlesoba, iseTebi rogoricaa Fuji Photo, Tavi-
si dargebis, konkurentebis, myidvelTa (momxmarebelTa) miz-
nobrivi auditoriebisa da gavrcelebis strategiebis Seswav-
lisaTvis iyeneben marketingul kvlevaTa resursebs kombinire-
bulad.
marketinguli kvlevis procesi moicavs eqvs etaps (ix. nax.
4.1).
103
 nax. 4.1. marketinguli kvlevis procesi

pirveli etapi eZRvneba problemis gansazRvras, alterna-

tivebis formirebas da kvlevis miznebis dasaxvas. am etapze
marketingis menejerma zustad unda Camoayalibos kvlevis
problema. Zveli mecnieruli principis mixedviT: `kargad for-
mulirebuli amocana naxevradaa Sesrulebuli~. amocanis dasma
ar unda moxdes metismetad farTod da metismetad viwrod. me-
nejeri, romelic mkvlevars aZlevs davalebas: `miiRos infor-
maciis maqsimumi pirveli klasis mgzavrebis moTxovnilebis Se-
saxeb~, riskavs Caeflos cifrebis okeaneSi. meore mxriv, mkvle-
vari (marketologi), romelic cdilobs gaarkvios, iqneba Tu
ara msurvelTa ricxvi sakmarisi uzaralo momsaxurebisTvis
erTi weli (internetis xelmisawvdomoba 25 dolari `Boeing-
747~-iT gadafrenisas Cikagosa da tokios Soris), problemas ga-
nixilavs metismetad viwrod. rezonulad gamoiyureba marke-
tologis dazustebisaTvis kiTxvebi menejers: `internetis
xelmisawvdomobis fasi, ratom unda Seadgendes 25 dolars da
ara 10-s, 50 dolars da a. S.? aviakompania ratom unda miiswra-
fodes mocemuli momsaxurebis uzaralobisken, Tu igi moizi-
davs damatebiT mgzavrebs Cvens marSrutebze?~
problemis ganxilvisas, menejerebi waawydebian kidev erT
pasuxgasacem sakiTxs: Tu axali momsaxureba aRmoCndeba po-

104
pularuli, ramdenad swrafad SeeZlebaT konkurent kompani-
ebs misi reproducireba? sahaero trasebze konkurenciis is-
toriaSi bevri magaliTia imisa, Tu momsaxurebis axali saxeebi
ramdenad swrafad vrceldeboda bazris monawileebs Soris,
rom verc erTi aviakompania ver aRwevda mniSvnelovan upira-
tesobas. am mxriv sagulisxmoa: ramdenad mniSvnelovani iyo
pirveli axali ideis realizacia da ramdenad didxans gag-
rZeldeba lideroba?
sabolood kompaniis TanamSromlebma Camoayalibes mis wi-
naSe mdgari amocana Semdegnairad: `moitans Tu ara aRniSnuli
momsaxureba iseT mogebas da damatebiT upiratesobas Ameri-
can AirLines kompaniisaTvis, romlebic gaamarTleben mis mier
gaweul danaxarjebs investiciebis sxva SesaZlo mimarTule-
bebTan SedarebiT?~ kvlevis meqanizmis damuSavebisaTvis unda
ganisazRvros agreTve, rogori gadawyvetilebebi unda mii-
Ros kompaniam:
1) American AirLines-ma saerTod SeTavazos Tu ara interne-
ti?
2) Tu ki, maSin romel mgzavrebs: mxolod pirveli klasis,
agreTve biznes-klasis, an, SesaZloa, turistuli klasis?
3) rogori fasi (fasebi) dawesdes momsaxurebaze?
4) rogori tipis TviTmfrinavebsa da marSrutebze moxdes
misi SeTavazeba?
Semdeg kompaniis xelmZRvaneloba da marketingis mkvleva-
rebi (samsaxuri) adgenen kvlevis miznebis sias:
1) pirveli klasis romeli mgzavrebi ufro mimarTaven am
momsaxurebas?
2) pirveli klasis ramdeni mgzavri gamoiyenebs internets
momsaxurebaze sxvadasxva fasis arsebobisas?
3) ramden damatebiT klients miizidavs servisis axali saxe?
4) siaxle rogor gavlenas moaxdens kompaniis reputacia-
ze grZelvadian perspeqtivaSi?
5) ramdenad mniSvnelovania mocemuli momsaxureba sxva mom-
saxurebasTan SedarebiT: eleqtronuli `rozetkiT Tu
audioTekiT?
yvela kvleva rodi SeiZleba iyos aseTi konkretuli mizne-
bis gansazRvraSi. zogierTi maTgani dazverviTi xasiaTisaa:
misi mizania winaswari monacemebis Segroveba, romlebic asa-
xaven problemis realur bunebas da iZlevian SesaZleblobas
daisaxos SesaZlo gzebi misi gadawyvetisaTvis an raime axali
ideebi. zogierT gamokvlevas gaaCnia deskriptiuli (aRweri-
105
lobiTi) xasiaTi _ daadasturos an uaryos konkretuli cif-
rebi. gamokvlevebis kidev erTi saxea kauzaluri: misi mizania
daadginos mizez-Sedegobrivi kavSirebis arseboba or mov-
lenas Soris.
meore etapia kvlevis gegmis damuSaveba. marketinguli
kvlevis am etapze muSavdeba aucilebeli informaciis Segrove-
bis gegma. wardgenili gegmis mowonebamde, marketingis mene-
jeri unda dainteresdes xarjTaRricxviT. specialuri gamok-
vlevis Catarebamde kompania afasebs grZelvadian mogebas sa-
telefono kavSiris momsaxurebis danergvidan, davuSvaT 50
aTasi dolaris odenobiT. menejers miaCnia, rom kvlevis Ca-
tareba xels Seuwyobs servisis organizaciis ufro raciona-
luri gegmis Sedgenas, rac gamoiwvevs mogebis zrdas 90 aTas
dolaramde. am SemTxvevaSi gamokvlevis xarjTaRricxvam ar
unda gadaametos 40 aTas dolars.
kvlevis gegmis damuSaveba moiTxovs monacemebis, wyaroebis,
kvlevisadmi midgomebis, kvlevis instrumentebis, SerCevis
wesisa da kontaqtis meTodis gansazRvras.
kvlevis procesis ganxorcielebisas friad didi mniSvne-
loba aqvs monacemTa wyaros. kvlevis gegma iTvaliswinebs
meoradi monacemebis, pirveladi monacemebis an maTi da sxva
monacemebis gamoyenebas. meoradi monacemebi ukve arsebu-
li monacemebia, romlebic miRebulia raime sxva miznebisaT-
vis. pirveladi monacemebi grovdeba specialurad konkre-
tuli proeqtisTvis. Cveulebrivad marketologebi iwyeben me-
oradi monacemebis analiziT, romlebic SeiZleba gamoyene-
bul iqnen amocanis sruli an nawilobrivi gadawyvetisaTvis
da iZlevian SesaZleblobas Semcirdes xarjebi pirveladi
monacemebis ZviradRirebul Segrovebaze. Tu cnobebis miRe-
ba meoradi wyaroebidan ver xerxdeba an ar arian sarwmuno an
kidev moZvelda, saWiroa pirveladi monacemebis Segroveba.
marketinguli kvlevebis proeqtebis umravlesoba iTvalis-
winebs ama Tu im formiT pirveladi monacemebis wyaroebis ga-
moyenebas. Cveulebrivi saSualebaa SekiTxvebiT mimarTva indi-
videbze an adamianTa jgufebze pirveldawyebiTi warmodgenis
misaRebad imis Taobaze, Tu rogor damokidebulebaSi arian
isini kiTxvarSi mocemul TemebTan. miRebuli monacemebis sa-
fuZvelze muSavdeba kvlevis formaluri instrumentebi.
Semdeg iqmneba amosavali monacemebis masivi.
kvlevisadmi midgomebi mravalferovania. pirveladi in-
formacia SeiZleba miRebul iqnes xuTi ZiriTadi wesiT: dak-

106
virvebebis, fokus-jgufebis, gamokiTxvebis, eqsperimentebis,
agreTve momxmarebelTa (myidvelTa) qcevis Sesaxeb monaceme-
bis Segrovebisa da analizis saSualebiT. dakvirveba situa-
ciaSi CarTuli pirebisadmi da Tanmxleb garemoebaTa anali-
zi iZlevian SesaZleblobas miRebul iqnes axali monacemebi
problemis Sesaxeb. xelsayreli dakvirveba momxmareblebze
SeiZleba moewyos maT mier yidvebis Sesrulebis dros an Se-
Zenili saqonlis moxmarebis momentSi. fokus-jgufi Sedgeba
6-10 adamianisagan, romelTa arCeva xdeba konkretuli demog-
rafiuli, fsiqografiuli da sxva faqtorebidan gamomdinare.
maT Txoven ramdenime saaTi dayon erTad sxvadasxva Temebis
gansaxilvelad. fokus-jgufis monawileebs eZlevaT mcire
fuladi gasamrjelo. profesionali wamyvani (moderatori)
sTavazobs gansaxilvelad Temebsa da sakiTxebs, romlebic
winaswar momzadebulia marketingis menejerebis mier. wamyva-
nebi cdiloben gamoavlinon potenciurad sasargeblo ideebi,
gaanalizon momxmarebelTa da maTi moqmedebis realuri mo-
tivacia. fokus-jgufebis krebebi, rogorc wesi, iwereba au-
dio da videofirze, xolo TviTon marketologebi imyofebi-
an mezobel oTaxSi da akvirdebian procesis msvlelobas naxev-
radgamWvirvale sarkeSi. aviakompaniis SemTxvevaSi wamyvans
SeeZlo daewyo saerTo sakiTxidan, magaliTad: `rogoria Tqveni
damokidebuleba pirveli kalsiT aviamogzaurobasTan?~, xolo
Semdeg gadasuliyo monawileTa damokidebulebis garkvevaze
sxvadasxva aviakompaniebTan servisis sxvadasxva saxeebTan da
konkretulad _ TviTmfrinavis intranetiT gamoyenebis Se-
saZleblobasTan. fokus-jgufis monawileTa gamokiTxva re-
komendebulia rogorc sasargeblo winaswari nabiji farTo-
masStabian kvlevaTa dawyebis win, magram marketologma (mkvle-
varma) mianc didi sifrTxiliT unda gaavrcelos miRebuli Se-
degebi mTlianad bazarze (SerCevis mcire moculobisa da
naklebi reprezentatulobis gamo).
myidvelis (klientis) ganzogadoebuli portretis misaRe-
bad kompania atarebs adamianTa codnis, mrwamsis, survilebis
da kmayofilebis xarisxis statistikur mimoxilvas. iseT kompa-
niebs, rogoricaa American AirLines, SeuZliaT moamzadon anketa
maTTvis saintereso problemebis mixedviT SeuZliaT moawyon
monacemebis (statistikis) kompleqsuri Segrovebac, romlis
drosac ismeba kiTxvebi, romlebic aintereseben erTbaSad ram-
denime kompanias. meore varianti arsebiTad iafia. momxmare-

107
belTa gamokiTxva SeiZleba ganxorcieldes sakuTari Zale-
biT an gare firmis daxmarebiT, magaliTad savaWro centrebSi.
yvelaze mecnierulad iTvleba eqsperimentebis Catare-
ba, vinaidan eqsperimentuli kvlevis mizania mizez-Sedegob-
rivi kavSirebis dadgena. movlenebs Soris kavSiris Seswavlisas
gaiTvaliswineba Siga da gare faqtorebi. amgvarad movlenebs
Soris dadgenili kavSirebi maTi kritikuli gaanalizebis Sem-
deg SeiZleba CaiTvalos mizezobriv-Sedegobrivad, xolo eq-
sperimentis mizani _ miRweulad. eqsperimentis sizuste iz-
rdeba, Tu mas gaimeoreben zogierTi maxasiaTeblis monacv-
leobiT.
friad mniSvnelovania monacemebi momxmarebelTa qcevis
Sesaxeb. momxmareblebi (myidvelebi) toveben TavianT mra-
valferovan `kvals~ (supermarketebis, kompaniebis monacemTa
bazebSi, romlebic vaWroben katalogebis mixedviT da a. S.).
Sesrulebuli nayidobis analizi iZleva SesaZleblobas mox-
des faruli samomxmareblo upiratesobaTa maxasiaTeblebis
identificireba, rac xSirad informaciis ufro saimedo wya-
roa, vidre zepiri gancxadebebi (azris gamoTqma) mkvlevareb-
Tan. xSirad gamokiTxvebis monawileTa Setyobinebebs (cno-
bebs) maT mier savaWro markebze (brendebze) upiratesobis mini-
Webis Sesaxeb araferi saerTo ara aqvT maT realur nayido-
bebTan. magaliTad, sabaylo saqonlis SeZenis (yidvis) erT-erT
gamokvlevam aCvena, rom adamianebi Semosavlebis maRali do-
niT yovelTvis rodi (maTi gancxadebebidan gansxvavebiT) iZenen
ZviradRirebul markebs. piriqiT, bevri myidveli mcire Semo-
savlebiT upiratesobas aniWebs ZviradRirebuli markis saqo-
nels (arsebobs aseTi gamonaTqvami: me ara var mdidari, rom vi-
yido iaffasiani sagnebi).
marketologebis gankargulebaSi arsebuli kvlevis in-
strumentebs pirveladi monacemebis SegrovebisaTvis yofen
sam ZiriTad tipad: anketebi, Tvisebrivi meTodebi da meqani-
kuri mowyobiloba. anketa kiTxvebis nakrebia, romlebzec mi-
Rebuli unda iqnes respodentebis pasuxebi, e. i. pirebisa,
romlebic arian SerCeulebi gamokiTxvebSi monawileobisTvis.
es instrumenti gamoirCeva moqnilobiTa da universalurobiT,
ris gamoc igi pirveladi monacemebis Segrovebis yvelaze gav-
rcelebuli saSualebaa. yoveli farTomasStabiani gamokvle-
vis win aucilebelia damuSavdes da testireba Cautardes
masSi gamosayenebel anketebs. araprofesiuli midgoma maTi
Sedgenisadmi garduvalad iwvevs an realuri suraTis damaxin-

108
jebas, an miRebuli monacemebis gonivruli interpretaciis
SeuZleblobas. anketis damuSavebisas marketinguli kvlevis
specialisti amaxvilebs yuradRebas sakiTxebis xasiaTze, maT
Tanmimdevrobaze, formaze, sityvebis SerCevaze. dasasmeli
kiTxvebis forma gavlenas axdens pasuxebis Sinaarsze. marke-
tingul kvlevebSi gamoyofen ori tipis sakiTxebs (kiTxva-
rebs): daxuruli da Ria. daxuruli sakiTxebi moicaven SesaZ-
lo pasuxebs da moiTxoven erT-erTi maTganis arCevas. Ria sa-
kiTxebi respodents aZleven SesaZleblobas pasuxi gascen
Tavisi sityvebiT. pasuxebi, romlebic miRebulia daxurul sa-
kiTxebze, iolad eqvemdebarebian interpretacias da gamosa-
yenebelia cxrilis Sesadgenad Semdgomi analizisTvis. Tavis
mxriv, Ria sakiTxebi xSirad iZlevian SesaZleblobas miRebul
iqnes ufro saintereso informacia. aseTi tipis sakiTxebi gan-
sakuTrebiT sasargebloa gamokvlevis gasacnob etapze, rode-
sac mniSvnelovania gageba imisa, Tu ras da rogor fiqroben
momxmareblebi da ara myidvelTa ricxvis gansazRvra, rom-
lebic iziareben ama Tu im Sexedulebas. cxrili 4.11 moicavs
sxvadasxva tipis sakiTxebis magaliTebs.
cxrili 4.1
sakiTxebis tipebi anketirebisas

a. Ria tipis sakiTxebi

saxelwodeba aRwera magaliTebi
dixotomia sakiTxi pasuxebis gadawyviteT ra es mozgauroba,
ori SesaZlo vari- Tqven piradad SeukveTeT bile-
antiT Ti American AiLines-s
ki
ara
mravalvarian- sakiTxi pasuxebis Tqven visTan midixarT mgzavro-
tiani sakiTxe- sami an meti SesaZ- baSi?
bi lo variantebiT erTi
meuRlesTan
mxolod bavSvebTan
saqmian partniorebTan (naTesa-
vebTan)
organizebul turistul jgu-
febTan
likertis ska- pasuxi, romelSic mcire aviakompaniebis mier SeTa-
la respodenti aRniS- vazebuli servisi aRemateba mom-
navs Tavis Tanxmo- saxurebis dones, romelsac sTa-
bas/arTanxmobas vazoben msxvili gadamzidavebi.
dadasturebiT Tqven eTanxmebiT am mtkicebas?
1. savsebiT ar veTanxmebi

1
Котлер Ф., Келлер К. Л., dasax. wigni, gv. 134-135.
109
 2. ar veTanxmebi
3. erTnairad
4. veTanxmebi
5. savsebiT veTanxmebi
semantikuri skala, romelic Tqveni azriT, kompania American
diferencia- moicavs or pola- AiLines aris:
li rulad urTierT- msxvili ------------ mcire
sawinaaRmdego va- gamocdili ---------- arasakmaod
riants. respoden- gamocdili
ti aRniSnavs ska- Tanamedrove -------- Zvelmoduri
laze wertils,
romelic asaxavs
mis azrs
mniSvnelobis skala, romelic kveba frenis dros CemTvis:
skala asaxavs gansaz- 1. gansakuTrebiT mniSvnelova-
Rvrul atribu- nia
tebs 2. Zalian mniSvnelovania
3. sakmaod mniSvnelovania
4. absoluturad araa mniSvnelo-
vani
reitingis ska- skala, romelic American AiLines-is avialainerze
la gansazRvravs Ser- SeTavazebul sadils Tqven afa-
Ceuli atributis sebT rogorc:
mniSvnelobas `Za- 1. saukeTeso
lian cudidan~, 2. Zalian kargi
~Zalian kargamde~ 3. kargi
4. damakmayofilebeli
5. cudi
yidvis gan- skala., romelic Tu Soreuli reisebis me Semom-
zraxvis skala asaxavs respoden- Tavazes internetiT momsaxure-
tis ganzraxvas ba, me:
yidvis mimarT 1. garkveviT visargeblebdi
2. albaT, visargeblebdi
3. ara var darwmunebuli
4. albaT, ar visargeblebdi
5. garkveviT ar visargeblebdi
savsebiT aras- kiTxva, romelzec Tqven ras fiqrobT kompania Ame-
truqturize- gamokiTxvis mona- rican AiLines-ze?
bulebi wiles SeuZlia ga-
moiyenos pasuxe-
bis variantebis ga-
nusazRvreli ric-
xvi

b. daxuruli tipis sakiTxebi

sityvieri respodents Tan- rogori asociaciebi warmogeS-
asociaciebi mimdevrulad wa- vebaT Tqven, rodesac gesmiT:
redgineba erTi me- aviakompania ----------------
oris miyolebiT American AiLines ------------
sityvebi, da man un- mgzavroba ------------------

110
 da daasaxelos pir-
veli, rac mas azrad
mouva
daumTavrebe- respodents sTava- rodesac me virCev aviakompani-
li ambavi (na- zoben daumTavre- as, maSin CemTvis yvelaze mniS-
ambobi) bel ambavs da Txo- vnelovania ------------
ven mas daamTavros
daumTavrebe- respodents sTava- `exlaxans me vifrine American
li ambavi (na- zoben daumTavre- AiLines kompaniis reisiT da yu-
ambobi) bel ambavs da Txo- radReba mivaqcie, rom TviT-
ven mas daamTavros mfrinavis salonis interieri
naTel tonebSia, rac CemSi iw-
vevda mraval azrsa da grZno-
bas...~ gTxovT, daasruloT naam-
bobi
suraTi suraTze gamosaxu- `aba, raa mand Wamis Sesaxeb?~
lia ori mgzavri,
romlidanac erTi
raRacas ambobs. ga-
mokiTxvis monawi-
les sTavazoben Ta-
vi warmoidginos
sxva personaJis ad-
gilze da Tavisi pa-
suxi daadasturos
xelmoweriT

zogierTi kompaniebi upiratesobas aniWeben momxmarebelTa

azris gamokvlevis Tvisebriv meTodebs, imitom rom momxma-
rebelTa moqmedebebi yovelTvis ar Seesabameba maT pasuxebs
anketebis kiTxvebze. Tvisebrivi gamokvlevis meTodikebi Se-
darebiT arastruqturizebuli midgomebia Sefasebisadmi, rom-
lebic varaudoben rig SesaZlo pasuxebs. isini warmoadgenen
samomxmareblo upiratesobaTa garkvevis SemoqmedebiT me-
Todebs, romelTa gamovlena sxva meTodebis daxmarebiT Se-
iZleba iyos gaZnebeluli. Tvisebrivi Sefasebebis SesaZlo me-
Todikebis SerCeva izRudeba mkvlevaris (marketologis) fan-
taziiT. cnobilia Svidi sxvadasxva meTodika, romelsac iye-
nebs dizaineruli firma IDEO momxmarebelTa STabeWdilebe-
bis gansazRvrisaTvis:
¾ TvalTvali _ dakvirveba imaze, Tu rogori adamianebi
axorcieleben yidvas, iyeneben saqonels, midian hospi-
talSi, jdebian matareblebSi, sargebloben mobiluri
telefonebiT;

111
 ¾ qcevis sqemebis Sedgena _ adamianTa fotografireba
konkretul viTarebaSi, magaliTad hospitalis holSi,
ori an sami dRis ganmavlobaSi;
¾ momxmareblis Jurnalis warmoeba _ momxmareblis sa-
qonelTan an momsaxurebasTan yvela kontaqtis regis-
tracia;
¾ videoJurnalebi _ kompaniis warmomadgenlebi Txoven
momxmareblebs awarmoon videodRiurebi, romlebSic
iqneba gadmocemuli saqonlis gamoyenebis maTi gamoc-
dileba da asaxuli amasTan dakavSirebuli STabeWdile-
bebi;
¾ interviu `sapirispiro~ gamomyeneblebTan _ sauba-
ri adamianebTan, romlebmac ician saqonelze an momsaxu-
rebaze an yvelaferi, an araferi. saqonlis gamoyenebis
maTi gamocdilebis Sefaseba;
¾ moTxroba _ adamianis waqezeba moyves Tavis samomxma-
reblo gamocdilebis Sesaxeb;
¾ interviureba sxvadasxva adamianebis jgufebis _
imisaTvis, rom gaeanalizebinaT ideebi axali flostebis
Sesaxeb, IDEO kompaniam Sekriba erTad msaxiobi, boldi-
bilderi, orTopedi eqimi da fexsacmlis `fetiSisti~.
imasTan dakavSirebiT, rom marketologebs (mkvlevarebs)
aqvT sakiTxebis arCevanis Tavisufleba, xolo myidvelebs _
pasuxebisa, Tvisebrivi Sefaseba xSirad SeiZleba iyos pirveli
sasargeblo nabiji momxmareblebis mier brendisa da saqonlis
aRqmis gamokvlevis gzaze. magram, Tvisebriv mkvlevars gaaCnia
Tavisi susti mxareebic. myidvelTa gamovlenili Sexedule-
bebis mniSvneloba koreqtirdeba im faqtiT, rom aseT gamok-
vlevebSi gamoiyeneba metismetad mcire jgufi, romelic ver
daaxasiaTebs danarCeni adamianebis Sexedulebebs. ufro me-
tic, monacemebis Tvisebrivi bunebis mxedvelobaSi miRebisas,
SeiZleba warmoiSvas sakiTxebic, romlebic dakavSirebulia maT
interpretaciasTan. sxvadasxva mkvlevarebi, romlebic swav-
loben erTi da igive Tvisebrivi gamokvlevebis Sedegebs, Se-
iZleba Rebulobdnen savsebiT gansxvavebul daskvnebs.
marketingul kvlevebSi SedarebiT naklebad gamoiyeneba
meqanikuri mowyobiloba. mas ganekuTvneba galvanometri,
romelic afiqsirebs fiziologiuri parametrebis umcires
cvlilebebs (romlebic Tan axlavs interesis warmoSobas an
emociur aRgznebas), magaliTad, ama Tu im reklamis an kon-
kretuli gamosaxulebis zemoqmedebiT. iseTi mowyobiloba,
112
rogoricaa taqistoskopi, iZleva sareklamo gancxadebis de-
monstraciis varirebis SesaZleblobas wamebSi. bolo wlebSi
teqnologia Zalian ganviTarda da momxmareblebidan cnobe-
bis misaRebad gamoiyeneba sxvadasxva sensorebi, skanerebi. teq-
nologiam Secvala dRiurebi, romlebsac awarmoebdnen mediak-
vlevebis monawileebi. GPS sistemebi iZlevian SesaZleblobas
gairkves, sareklamo stendebis ra raodenobis axlos gaiara
adamianma dRis ganmavlobaSi.
monacemebis Segrovebis meTodebis da gamosayenebeli in-
strumentebis Sesaxeb gadawyvetilebis miRebis Semdeg saWi-
roa ganisazRvros amorCevis (SerCevis) formirebis (dagegmvis)
wesi, romlis mixedviT iwarmoebs gamokvleva, e. i. SeirCeva
adamianebi, romlebTanac urTierTimoqmedebs marketingis sam-
saxuri. amisTvis aucilebelia pasuxi gaeces sam sakiTxs:
1. amorCevis elementi: vin gaxdeba gamokvlevis monawi-
le? marketinguli kvlevis CatarebisTvis unda ganisaz-
Rvros mosaxleobis miznobrivi jgufebi, romlebic miiReben
masSi monawileobas. magaliTad, pirveli klasis aviamgzvare-
bis SemTxvevaSi aucilebelia gadawydes, amorCeva gakeTdes
biznesmenebisa da mivlinebulebisagan, an turistebisa da
SvebulebaSi myofi adamianebisagan, an erTdroulad yvela
maTganisagan? am jgufSi CairTos Tu ara 18 wlamde axalgaz-
rdebi? da sxv. rodesac aseT sakiTxebze pasuxebi miRebulia,
aucilebelia uzrunvelyofil iqnes miznobrivi jgufebis yve-
la wevris swori Tanafardoba, e. i. ar iqnes daSvebuli rome-
lime specifikuri qvejgufebis gadameteba.
2. amorCevis sidide: ramdeni adamiani iqneba moculi
gamokvleviT? rac ufro metia amorCevis sidide, miT ufro
sarwmunoa miRebuli Sedegebi. magram es ar niSnavs imas, rom
amorCevisas CairTos momxmarebelTa mTeli miznobrivi jgu-
fi an misi mniSvnelovani nawili. Cveulebrivad formirebis
wesebis mkacrad dacvisas sarwmuno daskvnebs iZleva amorCe-
va, romlis drosac moculia mosaxleobis 1%-ze naklebi.
3. amorCevis procedura: rogor SeirCevian gamokvle-
vis monawileebi? reprezentatiuli amorCevis misaRebad
unda iqnes gamoyenebuli albaTobiTi SerCevis meTodi. daskvna,
romelic gakeTebulia aseTi amorCevis analizis Sedegad, Se-
iZleba JRerdes, magaliTad, ase: `95 SemTxvevaSi 100-dan avia-
gadafrenebis saSualo raodenoba, romlebic Sesrulebulia
pirveli klasis mgzavrebis mier marSrutze Cikago-tokio,
xvdeba intervalSi 5-dan 7 gafrenamde yoveldRiurad~.

113
 amorCevis Sedgenis gegmis damuSavebis Semdeg mkvlevari
(marketologi) irCevs auditoriasTan kontaqtebis konkre-
tul wess (meTodebs), romlebic SeiZleba ganxorcieldes pi-
radi urTierTobis procesSi, telefonis saSualebiT. fos-
tis meSveobiT (maT Soris eleqtronuli wesiT).
adamianebTan dakavSirebis yvelaze mosaxerxebeli wesi,
romlebic an ar arian Tanaxma pirad saubarze, an aqvT midre-
kileba daamaxinjon pasuxebi interviureris zegavleniT, aris
anketa, romelic igzavneba fostiT. safosto anketa moiT-
xovs martiv da zustad formulirebul sakiTxebs (kiTxvebs),
romlebzec pasuxebis miRebis dro SeiZleba iyos mniSvnelo-
vani, xolo mopasuxeTa procenti mcire.
informaciis swrafad Segrovebis yvelaze kargi gzaa sate-
lefono interviu. am dros interviurers aqvs SesaZlebloba
respodents auxsnas gaugebari sakiTxebi. mopasuxeTa ricxvi,
rogorc wesi, ufro metia, vidre fostis meSveobiT gamokiT-
xvisas. 2003 wels aSS kongresma miiRo kanoni, romelic SesaZ-
leblobas aZlevs federalur savaWro komisias SezRudos
momxmareblebTan telemarketinguli zarebis ricxvi. bevri
varaudobs, rom es kanonproeqti satelefono gamokiTxvebs,
rogorc marketinguli kvlevis meTodis gamoyenebas xels Se-
uSlis.
marketinguli kvlevis yvelaze universaluri meTodia pi-
radi interviu. interviurers ara marto aqvs SesaZlebloba
respodents misces meti sakiTxi (kiTxva), aramed damatebiT
miiRos informacia saubris procesSi. amave dros piradi ga-
saubrebis meTodi moiTxovs gulmodgine dagegmvas, kon-
trols da drois did danaxarjs. ganasxvaveben piradi inter-
vius or formas: daniSnuli da quCis interviu. pirvel Sem-
TxvevaSi xdeba respodentebis SemTxveviT SerCeva, romelTa-
nac Tanxmdebian intervius Sesaxeb an telefoniT, an Sin an sa-
muSao adgilze misvliT. zogjer daxarjuli drois kompensa-
ciis saxiT respodents sTavazoben mcire fulad gasamrje-
los an saCuqars. meore SemTxvevaSi intervius Rebuloben gamv-
lelebTan, romelime adamianTa TavSeyris adgilze an did ma-
RaziasTan. am SemTxvevaSi gamokiTxvis monawiles naklebi
dro aqvs pasuxebisaTvis.
mkvlevarebi (marketologebi) sul ufro farTod iyeneben
onlainur intervius. es meTodi ikavebs marketinguli kvle-
vebis 20-30%. interneti warmoadgens gamokvlevaTa Catare-
bis mraval sxvadasxva saSualebas. kompanias SeuZlia Tavisi

114
anketa moaTavsos Tavis web-gverdze da SesTavazos momxma-
reblebs (klientebs) upasuxos kiTxvebze (raime prizebis Se-
pirebiT) an ganalagos Tavisi baneri romelime saitze Yahoo-s
tipis (analogiuri winadadebiT). sul ufro met gavrcelebas
poulobs axali saqonlis onlainuri testireba. onlainuri
marketinguli kvlevebis SesaZleblobebi didia, magram ar Se-
iZleba imis daviwyeba, rom marketingis mocemuli sfero mxo-
lod Tavis ganviTarebis stadiaSia da onlainis gamoyenebiT
dainteresebulni arian kompaniebi, sareklamo saagentoebi
da momxmareblebi.
marketinguli kvlevis mesame etapia informaciis Segro-
veba. es etapi, rogorc wesi, moiTxovs yvelaze did xarjebs
da warmoadgens Secdomebis maqsimaluri ricxvis wyaros. ga-
mokiTxvebis Catarebisas warmoiSveba oTxi ZiriTadi prob-
lema. zogierTi respodenti ar asrulebs SeTanxmebas Sexved-
ris Sesaxeb SeTanxmebul adgilas, masTan saWiroa meored da-
kavSireba an Secvla, sxvebi uars amboben TanamSromlobaze,
mesameni iZlevian mcdar pasuxebs. da bolos, marketologis
samsaxuris TanamSromlebs, romlebic atareben gamokiTxvas,
SeiZleba moiqcnen arakompetenturad. respodentebis SerCevas
aqvs gadamwyveti mniSvneloba. informaciis Segrovebis meTo-
debi swrafad viTardeba kompiuterebisa da telekomunikaci-
ebis saSualebaTa gamoyenebis meoxebiT. zogierTi kvleviTi
firma Tavis saqmianobas eweva centraluri ofisidan. profe-
sionali interviurerebi muSaoben specialurad mowyobil ka-
binebSi da arCeven respodentebis telefonebs SemTxveviTi
wesiT. respodentis mier telefonis yurmilis aRebis Semdeg
isini ukiTxaven kompiuteris monitoridan aucilebel sakiT-
xebs da pasuxebi SeaqvT kompiuterSi. es meTodika mTlianad
gamoricxavs Sesworebebs da kodirebas, amcirebs Secdomebis
ricxvs, iwvevs drois ekonomias da iZleva SesaZleblobas mi-
Rebul iqnes yvela aucilebeli statistikuri monacemi. sxva
kvleviTi firmebi iyeneben savaWro centrebSi specialur in-
teraqtiur terminalebs. gamokvlevaSi monawile yvela msur-
vels SeuZlia isargeblos aseTi terminaliT, Tu waikiTxavs
monitoris ekranidan sakiTxebs da Seiyvans Tavis pasuxebs
kompiuterSi klaviaturis daxmarebiT. amasTan mniSvnelova-
nia imis gageba, rom amorCevis yvela warmomadgenels ara aqvs
SesaZlebloba isargeblos internetiT.
meoTxe etapi _ informaciis analizi mdgomareobs Segro-
vili monacemebis analizsa da daskvnebis an Sedegebis miReba-

115
Si. mkvlevarebs monacemebi SeaqvT cxrilebSi da gansazRvra-
ven ganawilebis (gavrcelebis) simWidroves. ZiriTadi cvla-
debisaTvis gaiangariSeba saSualo (Sualeduri) mniSvneloba
da dispersia. damatebiTi informaciis miRebis mcdelobisas
SeiZleba sargebloba statistikuri analizisa da modelire-
bis ufro rTuli meTodebiT.
mexuTe etapi _ Sedegebis wardgena gulisxmobs marke-
tinguli kvlevis dasrulebis Sedegebis wardgenas daintere-
sebuli pirebisTvis. kompaniis xelmZRvanelobisTvis auci-
lebelia mxolod yvelaze arsebiTi Sedegebi, romlebic dae-
deba safuZvlad misaReb marketingul gadawyvetilebebs. marke-
tinguli kvlevis msvlelobaSi, romelic Caatara American Airli-
nes-ma, miRebuli iqna Semdegi Sedegebi:
1. frenisas internetiT sargeblobis ZiriTadi mizezebia
_ `drois mokvla~ da eleqtronuli fostis Semowmeba.
anazRaureba dairicxeba kompaniebis angariSze, romleb-
Sic muSaoben mgzavrebi.
2. daaxloebiT 5 mgzavri 10-dan mzadaa aucilebelobis Sem-
TxvevaSi gadaixados internetisaTvis frenis dros 25
dolari, xolo 15 dolarze Tanaxmani arian qselSi gavi-
des ukve 6 adamiani. amgvarad, tarifi 15 dolari moitans
nakleb Semosavals (6x15=90$), vidre fasi $25 (5x25=125$).
maSasadame, American AirLines SeuZlia gamoimuSaos $125
erT reisze. Tu reisi sruldeba 365 dRe weliwadSi
American AirLines miiRebs 45.625$ weliwadSi (125x365$).
pirveldawyebiTi investiciebisas (90$ aTasi) kompanias
dasWirdeba daaxloebiT ori weli, rom daibrunos Ta-
visi danaxarjebi.
3. bazarze axali momsaxurebiT gasvla ganamtkicebs Ame-
rican AirLines-is rogorc mowinave da warmatebuli kompa-
niis imijs da miscems mas SesaZleblobas miizidos dama-
tebiTi mzgavrebis garkveuli raodenoba.
meeqvse etapia gadawyvetilebis miReba. SesaZloa, marke-
tinguli kvlevis Sedegad miRebulma Sedegebma ver daakmayo-
filos menejerebi, romlebsac SeuZliaT miiRon gadawyveti-
leba sakiTxis ufro Rrma gamokvlevis Sesaxeb. Tu gamokvlevis
Sedegebis sarwmunooba (utyuaroba) gamoiwvevs xelmZRvane-
lobis eWvebs, gadawyvetileba SeiZleba miRebul iqnes ara axali
momsaxurebis sasargeblod. xelmZRvanelobis mier swori ga-
dawyvetilebebis misaRebad didi mniSvneloba aqvs Svid maxasi-
aTebels kargi marketinguli kvlevisaTvis (cxrili 4.2).
116
 cxrili 4.2
kargi marketinguli kvlevis Svidi maxasiaTebeli
mecnieruli me- efeqtiani marketinguli kvleva emyareba mec-
Todi nierul meTodebs: gulmodgine dakvirveba, hi-
poTezebis formulireba, prognozis Sedgena
da Semowmeba
gamokvlevis Se- marketingul kvlevas SeuZlia problemis ga-
moqmedebiTi xa- dawyvetis principulad axali wesebis SemuSa-
siaTi veba. magaliTad, kompaniam, romelic awarmo-
ebs tansacmels axalgazrdebisTvis, dauriga
ramdenime axalgazrdas videokamerebi da Sem-
deg gadaRebuli masala gamoiyena gamokiT-
xvebSi, romlebic tardeboda kafeebSi da sxva
axalgazrdebisTvis popularul adgilebSi
gamokvlevis ram- karg marketingul kvlevaSi gamoiyeneba ori-
denime meTodis sami sxvadasxva meTodi, rac xels uwyobs Sede-
gamoyeneba gebis utyuarobis donis amaRlebas
modelebis da mi- kargi marketologebi aRiareben, rom misaRebi
saRebi monaceme- monacemebis interpretireba xdeba modelebis
bis urTierTda- safuZvelze, romlebic warmarTaven informa-
mokidebuleba ciis moZiebas
informaciis fa- karg marketologs ( mkvlevars) awuxebs misa-
seuloba da fasi Rebi informaciis `fasi _ xarisxi~ Tanafar-
doba. informaciis fasis gansazRvra iolia,
xolo mis xarisxTan da faseulobasTan saqme
ramdenadme rTulia, misi raodenobrivi Sefa-
seba damokidebulia mopovebuli faqtebis sa-
imedoobasa da utyuarobaze, menejerTa mzao-
baze miiRos isini da imoqmedos maT safuZvelze.
jansaRi skepti- kargi mkvlevari cdilobs ar moxvdes e. w.
cizmi `marketinguli miTebis~ gavlenis qveS da av-
lens jansaR skepticizms im varaudebis mi-
marT, romlebsac gamoTqvamen menejerebi baz-
ris realuri funqcionirebis Sesaxeb
eTikuri marke- miRebuli monacemebis arasworad gamoyenebam
tingi SeiZleba ziani miayenos rogorc mimwodebels,
aseve klientebs (momxmareblebs), romlebic
xSirad gamoTqvamen guliswyromas imis gamo
rom vaWrobis mxriv adgili aqvs mabezRrobasa
da maT pirad cxovrebaSi SeWras
marketingis menejerebis mier optimaluri gadawyvetile-
bebis misaRebad firmebis didi raodenoba nergavs marketin-
gul gadawyvetilebaTa uzrunvelyofis sxvadasxva sistemebs.
cnobilia masaCusetis teqnologiur institutSi (aSS) damu-

117
Savebuli sistema saxelwodebiT: `marketingul gadawyveti-
lebaTa miRebis daxmarebis sistema~. igi warmoadgens mona-
cemebis, sistemebis, meTodebisa da meTodikebis koordinire-
bul erTobliobas, agreTve Sesabamis programul da aparatul
uzrunvelyofas, romelTa daxmarebiT organizacia (firma) ax-
dens informaciis Segrovebasa da interpretirebas, romlis
safuZvelze miiReba marketinguli gadawyvetilebebi. aRniS-
nuli sistemis klasikuri magaliTia modeli ` CALLOLAN ~, ro-
melic iZleva SesaZleblobas ganisazRvros TiToeuli savaWro
agentisTvis TiToeul potenciur an arsebul agentTan kon-
taqtebis aucilebeli ricxvi. modeli iTvaliswinebs Tanam-
Sromlis dros gzaSi da dros, romelic aucilebelia garige-
bis dasadebad. `CALLOLAN~-is atestireba ganxorcielda kom-
paniaSi United AirLines, da gayidvebis moculoba gaizarda 8%-iT.
weliwadSi erTjer Jurnali `Marketing News~ adgens sias 100-me-
ti programuli produqtebisagan, romlebic gankuTvnilia
marketingul kvlevebSi, bazris segmentirebaSi, faswarmoq-
mnasa da sareklamo biujetis gaangariSebaSi, marketinguli
kvlevebis sistemis analizsa da savaWro personalis Zalisxme-
vaTa ganawilebaSi gamosayeneblad.

4.2. marketingis efeqtiaonoba da

marketing-miqsis modelireba

marketinguli kvlevis mniSvnelovani amocanaa marketin-

guli saqmianobis efeqtianobisa da produqtiulobis Sefaseba.
kompaniebis xelmZRvaneloba moiTxovs marketingis qvedana-
yofebisagan (samsaxurebisagan) sul ufro zust angariSgebasa
da danaxarjebis dasabuTebas. erT-erTi gamokvlevis Sedegebis
Tanaxmad, romelic Caatara kompania Accenture-m, marketingis
ganyofilebaTa menejerebis 70% yuradRebas ar aqcevs marke-
tinguli investiciebis ukugebas. sxva gamokvleviT dadginda,
rom marTvis umaRlesi donis warmomadgenlebis 63% imedgac-
ruebulia marketingis efeqtianobis Sefasebis Tavisi siste-
mebis saqmianobiT. bolo periodSi izrdeba marketingis dana-
xarjebi da amave dros ZviradRirebuli gasaRebis stimuli-
rebis aqciebi (sareklamo kompaniebi, satelefono zarebi da
sxv.) saTanado gavlenas ver axdenen gayidvebis moculobebze.
arsebobs ori midgoma marketinguli efeqtianobis Sefase-
bisadmi: 1) marketinguli maCveneblebis sistemebis gamoyeneba
marketingul ZalisxmevaTa efeqtianobis gansazRvrisaTvis da
118
2) marketing-miqsis modelireba, romelic iZleva SesaZleb-
lobas dadgindes mizezobriv-Sedegobrivi urTierTkavSiri da
gavlena marketignuli RonisZiebebisa saboloo Sedegebze.
marketingul RonisZiebaTa Sedegebis SefasebisaTvis ga-
moiyeneba mTeli rigi maCveneblebi. marketingis efeqtiano-
bis maCveneblebi es aris kriteriumebi, romelTa daxmarebiT
firmebi (kompaniebi) aZleven raodenobriv Sefasebas, adareben
da axdenen Tavisi marketinguli saqmianobis Sedegis interpre-
tirebas. brend-menejerebi iyeneben am maCveneblebs an metri-
kebs, programebis damuSavebisas, xolo kompaniebis top-mene-
jerebi _ finansuri resursebis ganawilebisas. Tu marketin-
gis samsaxurs SeuZlia aCvenos, rogor fulad efeqts mis-
cems mis mier SeTavazebuli RonisZiebebi, mas aqvs meti Sansi
daasabuTos Sesabamisi saxsrebis gamoyofis mizanSewonileba
umaRlesi xelmZRvanelobis winaSe.
marketingis efeqtianobis bevri maCvenebeli ase Tu ise da-
kavSirebulia myidvelebTan (momxmareblebTan), magaliTad, maT
ganwyobasa da qcevasTan. sxva maCveneblebi ganekuTvnebian sa-
vaWro markebs _ bazris wili, SefardebiTi safaso premia, mo-
gebianoba. garda amisa, kompanias SeuZlia gamoiyenos Sinagani
xasiaTis mravali maCvenebeli. erT-erTi jgufi aseTi maCve-
neblebisa axasiaTebs firmis inovaciurobas. erT SemTxvevaSi
unda gairkves gayidvebis rogori moculoba modis bazarze
axlaxan gatanil saqonelze. sxva mniSvnelovani metrikebi da-
kavSirebulia kompaniis personalTan. britaneTis kompaniebs
Soris yvelaze popularuli marketingis efeqtianobis gare
da Siga maCveneblebi motanilia 4.3 cxrilSi.
kompaniaSi gamosayenebeli Siga da gare maCveneblebi SeiZ-
leba warmodgenil iqnen marTvis marketinguli panelis sa-
xiT, romelic uzrunvelyofs monacemTa sinTezsa da inter-
pretacias. zogierT kompaniaSi aris agreTve marketingis kont-
roliorebi, romlebic pasuxs ageben biujetebis Sesrulebaze.
es adamianebi sul ufro aqtiurad iyeneben programul uzrun-
velyofas, romelic iZleva SesaZleblobas Seiqmnas pirdapiri
azriT marTvis paneli. es paneli aerTianebs monacemebs dacal-
kevebul gare da Siga wyaroebidan. monacemTa wyaros saxiT
kompaniis marTvis marketinguli panelisTvis SeiZleba gamo-
yenebul iqnes sabazro Sefasebis ori sistema, romlebic asa-
xaven kompaniis saqmianobis Sedegebs da exmarebian mas winaswar
gaigos mosalodneli problemebis Sesaxeb. maT Soris pirve-
lia, myidvelTa Sefasebis sistema. TiToeuli maCveneblis

119
mixedviT unda dawesdes normebi, da rodesac mimdinare sidide-
ebi gadian dasaSvebi CarCoebidan, kompaniis xelmZRvanelobam
unda miiRos makoreqtirebeli moqmedebebi. meore sistemas
ewodeba dainteresebuli jgufebis Sefasebis sistema.
kompaniebma mudmivad Tvalyuri unda adevnon sxvadasxva jgu-
febis ganwyobas, romlebic dainteresebulni arian maTi saq-
mianobiT an ZaluZT gavlena iqonion: TanamSromlebze, mimwo-
deblebze, bankebze, distributorebze, sacalo movaWreebsa da
aqcionerebze. agreTve aucilebelia dawesdes normebi Ti-
Toeuli jgufisaTvis da miRebul iqnes zomebi, rogorc ki
erT-erTi maTgani an meti avlens daukmayofileblobis maRal
dones.

cxrili 4.3
marketingis efeqtianobis zogierTi maCveneblebi

I. gare maCveneblebi II. Siga maCveneblebi

1 codna (saqmeSi Caxeduleba)
2 bazris wili (naturalur an
RirebulebiT gamosaxuleba-
Si)
3 SefardebiTi fasi (bazris wi-
li Rirebulebis gamosaxule-
biT) bazris moculoba
4 saCivrebis raodenoba (ukmayo-
filobis done)
5 momxmarebelTa dakmayofile-
bis done
6 distribucia/saqonlis miwo-
deba gasayidad
7 myidvelTa saerTo raodenoba
8 asaTvisebeli xarisxi
9 loialuroba/TavSekavebis
done
10 SefardebiTi asaTvisebeli
xarisxi
1 miznebis codna
2 miznebis miRwevis mimdev-
roba
3 inovaciebis aqtiuri mxar-
daWera
4 resursebis adekvaturoba
5 sakadro uzrunvelyo-
fa/kvalifikacia
6 kvalifikaciis amaRlebis
survili
7 mzaoba cvlilebebisadmi
8 Secdomebis daSvebis uf-
leba
9 avtonomiuroba
10 muSakTa SefardebiTi kma-
yofileba

Tanamedrove marketologebi (mkvlevarebi) floben yvela

aucilebel metrikas, romlebic iZlevian SesaZleblobas Ca-
tardes marketingis gegmis Sefaseba. isini iyeneben gegmis
Sesrulebis kontrolis oTx instruments: gasaRebis analizi,
bazris wilis analizi, marketingis danaxarjebisa da gayid-

120
vebis moculobebis Tanafardobis analizi da finansuri ana-
lizi.
gasaRebis analizi gulisxmobs gayidvebis fizikuri mo-
culobis gazomvas da mis Sedarebas gegmiur maCveneblebTan.
amisaTvis gamoiyeneba ori sxvadasxva meTodi. gadaxrebiT
analizi iZleva SesaZleblobas moxdes sxvadasxva faqtorebis
identificireba, romlebic zemoqmedeben garRvevaze gayid-
vebis realur da sagegmo moculobas Soris. vTqvaT, wliuri
gegma iTvaliswinebda, rom pirvel kvartalSi firma gayidis 4
aTas erTeul produqcias fasiT $1 erTi cali; saerTo navaW-
rma unda Seadginos $4 aTasi. kvartlis bolos gaiyida 3 aTasi
erTeuli produqcia $0,80-iT; sul miRebulia $2,4 aTasi. fasis
Semcirebam ramdenad imoqmeda dagegmil navaWrze da ramde-
nad gayidvebis moculobis Semcirebis Sedegad?
gadaxra fasis Semcirebis Sedegad = ($1,00 - $0,80) X 3000 =
$600; 37,5%
gadaxra gayidvebis moculobis Sedegad = $1,00X(4000-
$1000; 62,5%
3000)=
$1600; 100%
gadaxris TiTqmis ori mesamedi ganapiroba gayidvebis da-
gegmili moculobis Seusruleblobam. menejerma aucilebe-
lia gansazRvros gegmis Seusruleblobis mizezebi.
mikrogayidvebis analizis procesSi ganixileba saqoneli,
teritoriebi da marTvis sxva obieqtebi. vTqvaT, firmis sa-
qoneli iyideba sam regionSi: sagegmo maCveneblebi Seadgenen
1500, 500 da 2500 erTeul produqcias Sesabamisad. gasaRebis
realurma moculobam Seadgina 1400, 525 da 1075 erTeuli. am-
gvarad, gegmis Seusruleblobis procentma Seadgina pirvel
regionSi 7%, mesameSi ki _ 46%(!), xolo meore regionSi miR-
weul iqna sagegmo maCveneblis gadaWarbebiT Sesruleba 5%-iT.
firmis xelmZRvanelobis gansakuTrebuli yuradReba unda mi-
eqces situacias mesame regionSi. vice-prezidenti gasaRebis
dargSi piradad unda gaerkves gayidvebis efeqtianobis dabali
donis mizezebSi. SesaZloa, regionuli savaWro warmomadge-
neli ver flobdes jerovan kvalifikacias; SesaZloa, mas hqon-
des piradi xasiaTis problemebi; SeiZleba mizezi iyos konku-
rentebis agresiuli moqmedebebi; dabolos, regionSi SeiZleba
adgili aqvs saqmiani aqtivobis dacemas.
bazris wilis analizis dros unda gairkves ramdenad war-
matebuli iyo kompaniis moqmedebebi konkurentebTan Sedare-

121
biT. amisaTvis aucilebelia gaanalizdes kompaniis kuTvnili
bazris wilis dinamika. bazris wilis gansazRvrisaTvis gamo-
iyeneba sami wesi. bazris saerTo wili axasiaTebs firmis ga-
yidvebs procentobiT yvela kompaniis gayidvebis Tanxobrivi
moculobidan gansaxilvel bazarze. momsaxurebis bazris
wili warmoadgens kompaniis gayidvebis moculobas procen-
tobiT gayidvebis erToblivi moculobidan firmis momsaxu-
rebis bazarze (segmentze). momsaxurebis bazarSi moiazreba
yvela myidveli, romlebsac SeuZliaT da mzad arian SeiZinon
firmis mier SeTavazebuli saqoneli. momsaxurebis bazris wili
yovelTvis metia, vidre kompaniis bazris saerTo wili.
marketingis gegmis SefasebaSi erT-erTi mniSvnelovani in-
strumentia marketinguli danaxarjebis da gayidvebis mo-
culobebis Tanafardobis analizi. yovelwliuri gegmebis
analizi moiTxovs xarjebis miznebis miRwevis kontrols. Zi-
riTadi mmarTvelobiTi maCvenebelia marketinguli danaxar-
jebisa da gayidvebis moculobebis Tanafardoba. erT kompania-
Si es Tanafardoba Seadgenda 30% da yalibdeboda xuTi calke-
uli maCveneblebidan: savaWro personalis xarjebi (15%), da-
naxarjebi reklamaze (5%), danaxarjebi gasaRebis stimuli-
rebaze (6%), xarjebi marketingul kvlevebze (1%) da admi-
nistraciuli xarjebi (3%). menejerebma unda akontrolon
marketinguli saqmianobis yvela es maCvenebeli.
Tanafardoba _ `marketinguli danaxarjebi _ gayidvebis
moculoba~ ganxilul unda iqnes saerTo finansuri mdgomare-
obis konteqstSi, rac iZleva SesaZleblobas ganisazRvros,
rogor da sad `akeTebs~ kompania Tavis fuls. marketingis sam-
saxurebi sul ufro xSirad iyeneben finansur analizs efeq-
tiani strategiebis damuSavebisaTvis ara marto gayidvebis,
aramed strategiebis mogebianobis maCveneblebis Tvalsazrisi-
Tac. finansuri analizi iZleva SesaZleblobas ganisazRvros
faqtorebi, romlebic gavlenas axdenen sakuTari kapita-
lis rentabelobaze. 4.2. naxazze warmodgenilia am maCveneb-
lis gaangariSebis magaliTi sacalo maRaziebis msxvili qse-
lis mixedviT.

122
 nax. 4.2. sakuTari kapitalis rentabelobis finansuri modeli

sacalo vaWroba Rebulobs 12,5% mogebas sakuTar kapital-

ze. es maCvenebeli gaiangariSeba rogorc warmoebuli ori sa-
finanso sidididan _ Semosavali aqtivebze da levereji (Ta-
nafardoba nasesxeb sakuTar saSualebebs Soris). sakuTari ka-
pitalis rentabelobis asamaRleblad, kompaniam unda gazar-
dos Tanafardoba wminda mogeba _ aqtivebi~ an Tanafardoba
`aqtivebi _ sakuTari kapitali~. amisaTvis tardeba kompaniis
aqtivebis (e. i. fuladi saxsrebis, debitoruli davalianebebis,
materialuri maragis, Senoba-nagebobebis, mowyobilobis)
struqturis analizi da aqtivebis marTvis srulyofis gzebis
moZieba. Semosavali aqtivebze gaiangariSeba rogorc mogebis
sididisa da ZiriTadi fondebis brunvis warmoebuli. gansa-
xilveli kompaniis mogebis sidide mcirea (nax. 4.2), xolo aqti-
vebis brunvadoba axlosaa normasTan (iseTi dargisTvis, rogo-
ricaa sacalo vaWroba). arsebobs efeqtianobis amaRlebis ori
wesi: 1) gadades mogebis sidide gayidvebis moculobis gadide-
bis an danaxarjebis Semcirebis saSualebiT; 2) brunvadobis
gazrda, romlis pirobaa gayidvebis moculobis gazrda an aq-
tivebis mimdinare Rirebulebis Semcireba (maragis moculoba,
debitoruli davalienaba), rac Seesabameba gayidvebis moce-
mul dones.
marketingis efeqtianobis Sefasebisas mniSvnelovania ufro
zustad Sefasdes sxvadasxva marketinguli investiciebis efeq-
tianoba. am mizniT iyeneben marketing-miqsis modelirebas.
marketing-miqsis modelireba gulisxmobs informaciis ana-
123
lizs didi raodenobis wyaroebidan, romelTa ricxvSi Sedian
sacalo vaWrobis monacemebi, kompaniis monacemebi gadagzav-
nili saqonlis Sesaxeb, fasebi, xarjebi informaciis saSua-
lebebze, rac iZleva SesaZleblobas Catardes marketinguli
saqmianobis calkeuli saxeebis efeqtianobis ufro gulmod-
gine analizi. ufro zusti cnobebis miRebis aucileblobisas
SeiZleba mravalganzomilebiani analizis meTodis gamoyene-
ba. misi daxmarebiT kompanias SeuZlia gaarkvios, marketingis
yoveli calkeuli elementi rogor gavlenas axdens saintere-
so maCveneblebze, magaliTad samarko saqonlis gayidvebis mo-
culobebze an bazris wilis sidideze.
marketing-miqsis modelireba gansakuTrebiT popularulia
dafasoebuli saqonlis mwarmoebel kompaniebs Soris. amis Se-
degad miRebuli monacemebi aqtiurad gamoiyeneba danaxarje-
bis ganawilebisa da gadanawilebisas. analitikosebi ikvleven,
kompaniis sareklamo kampaniebis biujetebis romeli nawilebi
ixarjeba umiznod, angariSoben danaxarjebis optimalur da
minimalurad dasaSveb doneebs. miuxedavad imisa, rom marke-
ting-miqsis modelireba iZleva SesaZleblobas zustad gani-
sazRvros marketinguli saqmianobis calkeuli saxeebis efeq-
tianoba, mocemuli meTodi imdenad ar aris qmediTi sxvadas-
xva marketinguli elementebis kombinaciebis Sefasebisas.

4.3. moTxovnis prognozireba da Sefaseba

marketinguli kvlevebis erT-erTi ZiriTadi mizania kom-

paniis (firmis) sabazro SesaZleblobebis gansazRvra. gamok-
vlevis Catarebis Semdeg, sanam airCeva Tavisi miznobrivi baza-
ri, firmis menejmentma gulmodgined unda awon-dawonos Ti-
Toeuli gamovlenili SesaZlebloba. aucilebelia sworad Se-
fasdes da ganiWvritos (gakeTdes prognozi) bazris sidide, mi-
si zrdis potenciali da SesaZlo mogeba. gayidvebis progno-
zebi gamoyenebuli iqneba firmis safinanso ganyofilebis mier
sabrunavi saSualebebis an investiciebis mozidvisaTvis, sawar-
moo ganyofilebis mier _ simZlavreTa da sagegmo mwarmoeblu-
robis gansazRvrisaTvis, Sesyidvebis ganyofilebis mier _
nedleulisa da masalebis SeZenisaTvis moTxovnilebaTa Sesaba-
misad, xolo adamianiseuli resursebis ganyofilebis mier _
aucilebeli samuSao Zalis daqiravebisaTvis. Tu prognozi aR-
moCndeba daSorebuli realobidan, kompania daxarjavs fulad
saxsrebs zedmeti maragebisa da sawarmoo simZlavreebis for-

124
mirebaze an, Tu ver daakmayofila bazris moTxovnilebebi, ver
miiRebs mogebas. gayidvebis moculobis prognozirebisaTvis
aucilebelia Sefasdes saqonelze moTxovnis done. meneje-
rebma sworad unda gaigon, ras niSnavs termini `sabazro moT-
xovna~. rodesac saubaria `moTxovnaze~, rogorc wesi, mxedve-
lobaSi aqvT bazarze warmodgenili moTxovnileba anu mom-
xmarebelTa (myidvelTa) gadaxdisunariani moTxovnileba da
ara `gadaxdisunariani moTxovna~ (romelsac xSirad iyeneben),
romelic nonsensia.
`sabazro moTxovna~ anu erTi sityviT `moTxovna~ SeiZleba
Sefasdes sxvadasxva maCveneblebis mixedviT. kerZod, moTxov-
nas gansazRvraven eqvsi sxvadasxva sasaqonlo doneze, xuT te-
ritoriul doneze da sam droiT doneze. TiToeuli am donis
Sefaseba xdeba konkretuli miznebisTvis. firmas SeuZlia gan-
sazRvros moklevadiani moTxovna konkretul sasaqonlo er-
Teulze imisaTvis, rom gakeTdes SekveTa nedleulis aucile-
bel raodenobaze, sworad daigegmos warmoeba da moZiebul
iqnes damatebiTi fuladi resursebi. an mas SeiZleba dasWir-
des regionuli moTxovnis prognozi, rom gadawyvitos sakiT-
xi am regionSi distributoris qselis Seqmnis Sesaxeb.
bazris sidide damokidebulia myidvelTa raodenobaze,
romlebisTvisac gankuTvnilia konkretuli sabazro miwodeba.
arsebobs bazris struqturizebis mravali produqtiuli we-
si:
¾ potenciuri bazari warmoadgens myidvelTa (momxma-
rebelTa) erTobliobas, romlebic avlenen interesis
sakmao dones gansazRvruli sabazro miwodebisadmi. mag-
ram mxolod samomxmareblo interesi bazris arsebobi-
saTvis ar aris sakmarisi. potenciur myidvelebs unda
hqondeT sakmarisi Semosavali, da maTTvis unda iyos
xelsayreli SeTavazebuli saqoneli.
¾ xelsayreli bazaria myidvelTa erToblioba, romle-
bic avlenen interess da amave dros gaaCniaT sakmarisi
Semosavali da xelmisawvdomoba konkretuli sabazro
miwodebisadmi.
¾ miznobrivi bazari warmoadgens kvalificiuri xelmi-
sawvdomi bazris nawils, romelic arCeulia kompaniis
(firmis) mier Semdgomi muSaobisaTvis. magaliTad, fir-
mas SeuZlia SezRudos Tavis gasaRebis Zalisxmeva gan-
sazRvruli regionis mier, romelic xdeba misi miznob-

125
 rivi bazari. amis Sedegad firma moemsaxureba myidvel-
Ta gansazRvrul raodenobas miznobriv bazarze.
¾ SeRwevis (gavrcelebis) bazaria myidvelTa erTob-
lioba, romlebic ukve iZenen mocemuli kompaniis (fir-
mis) saqonels.
motanili ganmartebebi sasargebloa firmis xelmZRvane-
lobisTvis bazarze funqcionirebisas. Tu firma ar aris kmayo-
fili mimdinare gayidvebis moculobiT, mas SeuZlia ganaxor-
cielos mTeli rigi moqmedebebi. magaliTad, Seecados gazar-
dos myidvelTa wili miznobrivi bazridan an Seamciros `kvali-
fikacia~, e. i. moTxovnebi, romlebic waredgineba potenciur
myidvelebs. firmas SeuZlia mosinjos xelmisawvdomi bazris
gafarToeba axal regionebSi SeRweviT an fasis SemcirebiT.
garda aRniSnulisa, firmas SeuZlia Tavisi repozicireba miz-
nobrivi myidvelebis cnobierebaSi.
bazris gamokvlevaSi pirveli nabijia sabazro moTxovnis
Sefaseba. moTxovna saqonelze es aris saqonlis raodenoba,
romelic SeiZleba SeZenil iqnes momxmarebelTa gansazRvru-
li jgufis mier mocemul regionSi (raionSi), drois mocemul
monakveTSi, erTi da igive sabazro garemoSi konkretuli marke-
tinguli programis farglebSi. moTxovna ar aris fiqsirebu-
li sidide. am mizniT upriania mas ewodos sabazro moTxov-
nis funqcia. erToblivi sabazro moTxovnis damokidebule-
ba gare pirobebisagan naCvenebia 4.3a naxazze.
horizontalur RerZze naCvenebia marketingze saerTodar-
gobrivi xarjebis sidide drois garkveul periodSi. verti-
kaluri RerZi warmoadgens moTxovnas, romelic warmoiSoba
marketingul ZalisxmevaTa Sedegad. mrudi asaxavs sabazro
moTxovnas marketingze xarjebTan damokidebulebaSi. gayid-
vebis raRac sabazo done (sabazro minimumi, Q1) SeiZleba ar-
sebobdes moTxovnis stimulirebaze raime xarjebis ararse-
bobisas. marketingze xarjebis gazrda iZleva SesaZleblobas
miRweul iqnes moTxovnis gazrda Tavidan didi, xolo Semdeg
naklebi siCqariT (e. i. dabandebis erTeulze ukugebiT). mar-
ketinguli xarjebi, romlebic aRematebian garkveul sidides,
ar astimuleben moTxovnis zrdas, da amgvarad savaraudoa
sabazro moTxovnis zeda zRvaris arseboba, romelsac ewodeba
bazris potenciali Q2.

126
 nax. 4.3. sabazro moTxovnis funqcia

sxvaoba sabazro minimumsa da sabazro potencials Soris

uCvenebs moTxovnis mgrZnobiarobas marketinguli Zalisxme-
vis mimarT. ganasxvaveben bazris or ukidures tipebs: gafar-
Toebadi da aragafarToebadi bazrebi. iseTi gafarToebis
bazris sidide, rogoricaa sasporto CogburTis inventaris
bazari, friad mgrZnobiarea saqonlis win wawevaze xarjebis
mimarT. 4.3a naxazze manZili Q1 da Q2 Soris sakmaod didia. ara-
gafarToebadi bazari, magaliTad operis bileTebis bazari,
naklebad eqvemdebareba marketinguli zemoqmedebis gavle-
nas (manZili Q1 da Q2 Soris SedarebiT mcirea). firmebi, rom-
lebic vaWroben aragafarToebad bazarze, jerovnad unda mi-
iRon bazris sidide (pirveladi moTxovnis ama Tu im saqo-
nelze), da Zalisxmeva unda warmarTon bazris wiliT gadide-
baze Tavisi saqonlisTvis (SerCeviTi moTxovnis done moce-
muli firmis saqonelze). logikuria Sedardes sabazro moT-
xovnis mimdinare da potenciuri doneebi da ganisazRvros
bazarze SeRwevis xarisxi. SeRwevis xarisxis dabali done
uCvenebs bazarze arsebuli yvela firmis zrdis mniSvnelo-
van potencialze. SeRwevis xarisxis maRali done miuTiTebs
imaze, rom mcire raodenobis momxmarebelTa mizidvas Tan ax-
lavs mniSvnelovani xarjebi. mTlianad, bazarze SeRwevis maRa-
li maCveneblis dros Zlierdeba safaso konkurencia da mcir-
deba mogebis sidide. sasargebloa agreTve Sedardes bazris
mimdinare da potenciuri wili, e. i. ganisazRvros firmis sa-
bazro wilis ganviTarebis xarisxi. sabazro wilis ganvi-
Tarebis dabali done mianiSnebs imaze, rom firmas SeuZlia
arsebiTad gaafarToos Tavisi arseboba bazarze.
127
 drois TiToeul momentSi arsebobs marketinguli xarje-
bis erTaderTi done. sabazro moTxovnas, romelic Seesabameba
am sidides, ewodeba sabazro prognozi. sabazro prognozis
mizania mosalodneli da ara moTxovnis maqsimaluri donis
Sefaseba. sityvebi `mocemul sabazro garemoSi~ warmoadgens
sakvanZo sityvebs `marketinguli potencialis~ cnebisaTvis.
avtomobilebis bazris potenciali dacemis periodSi ufro
dabalia bazris potencialze aRmavlobis periodSi. sabazro
potencialis damokidebuleba ekonomikur situaciaze naCve-
nebia 4.3b naxazze. marketingis analitikosma unda warmoidgi-
nos, rogor gamoiyureba sakuTriv sabazro moTxovnis mrudi da
ras avlens TiToeuli konkretuli wertili masze. firmas Ta-
visi survilisamebr ar SeuZlia Secvalos moTxovnis mrudi, vi-
naidan igi ganisazRvreba sabazro pirobebis mTeli erTob-
liobiT. magram firmas (kompanias) SeuZlia TviTon airCios
Tavisi mdgomareoba am mrudze marketingze xarjebis moculo-
bis SecvliT. kompaniebi, romlebic interesdebian sabazro
potencialiT, avlenen interess saqonlis SeRwevis wilis
procentis mimarTac (mcxovrebTa procenti, romlebic flo-
ben an sargebloben saqonliT). aSS-is bazrisTvis es maCvenebe-
li Seadgens: televizorebi - 98%, sicocxlis dazRveva - 84,
msubuqi avtomobilebi - 81, sacxovrebeli saxlebi (sakuTre-
baSi) - 67, personaluri kompiuterebi - 54, fasiani qaRaldebi
- 48, cecxlsasroli iaraRi - 41, faqsimiluri aparatebi - 12%.
iyeneben termins: moTxovna kompaniis saqonelze, rome-
lic warmoadgens erToblivi sabazro moTxovnis nawils, ro-
melic modis mocemuli kompaniis saqonelze misi marketin-
guli xarjebis alternatiuli doneebis pirobebSi drois mo-
cemul periodSi. erToblivi moTxovnis wili, romelsac akma-
yofilebs kompania, damokidebulia misi saqonlis, momsaxure-
bis, fasebis, komunikaciuri instrumentebis miznobrivi bazris
mier aRqmaze (konkurentebTan SedarebiT). sxva Tanabar piro-
bebSi kompaniis wili bazarze damokidebulia misi marketin-
guli xarjebis sididesa da efeqtianobaze konkurentebTan
SedarebiT. marketinguli modelebis Semqmnelebma daamuSaves
e. w. `gasaRebis reaqciis funqciebi~, romlebic aRweren kompa-
niis gayidvebis moculobaze misi marketinguli danaxarjebis,
marketinguli instrumentebisa da mTlianad marketingis
efeqtianobis gavlenas. mas Semdeg, rac marketingis samsaxu-
ris mier Sefasdeba kompaniis saqonelsa da momsaxurebaze moT-
xovna, aucilebelia ganisazRvros marketinguli xarjebis do-

128
ne. xarjebis saTanado donis SenarCunebam unda gamoiwvios
gayidvebis mosalodneli moculoba. kompaniis gayidvebis
prognozi es aris saqonlis gayidvebis mosalodneli moculo-
ba, romelic emyareba sabazro situaciis Sefasebasa da dam-
tkicebul marketingis gegmas. gayidvebis prognozs grafiku-
lad warmoadgenen wertiliT moTxovnis mrudze, romlis ko-
ordinatebi vertikaluri RerZis mixedviT Seesabamebian kom-
paniis gayidvebs, xolo horizontaluri RerZis mixedviT _ mi-
si marketinguli xarjebis sidides (rogorc 4.3 naxazze). xSi-
rad logikuri Tanmimdevroba, romelic akavSirebs gayidve-
bis prognozs da marketingis gegmas, irRveva. miCneulia, rom
kompaniam unda daamuSaos marketingis gegma gayidvebis progno-
zis safuZvelze. wesi `prognozidan gegmisaken~ marTlzomie-
ria im SemTxvevaSi, Tu `prognozi~ niSnavs erovnuli ekonomi-
kis mdgomareobis Sefasebas. gayidvebis prognozi ar SeiZle-
ba iyos safuZveli marketingze danaxarjebis gansazRvrisaT-
vis. piriqiT, gayidvebis prognozi es aris Sedegi, romelic
gamomdinareobs marketingis miRebuli gegmidan.
rogorc wesi, prognozireba warmoadgens myidvelTa
(momxmarebelTa) qcevis winaswarganWvretas gansazRvrul vi-
TarebaSi gamokiTxvebis Sedegebis analizis safuZvelze. ga-
mokiTxvebi ki warmoadgenen gansakuTrebul faseulobas im
SemTxvevebSi, rodesac momxmareblebs gaaCniaT zustad formu-
lirebuli ganzraxvebi, cdiloben maT realizebas da ar ma-
laven maT interviurerebisgan. zogierTi kvleviTi organi-
zaciebi atareben momxmarebelTa ganzraxvebis regularul
gamokiTxvebs xangrZlivi moxmarebis saqonlis (avtomobili da
sayofacxovrebo teqnika) yidvebis mimarT, aseTi sakiTxebis
(cxrili 4.4) dasmiT.
cxrili 4.4
Tqven ganzraxuli gaqvT Tu ara SeiZinoT uaxloes eqvs TveSi?

0,00 0,20 0,40 0,60 0,80 1,00

ara Zalian mci- mcire didi al- Zalian di- ki
re alba- albaTo- baToba di alba-
Toba ba Toba

maT safuZvelze yalibdeba yidvis Sesrulebis albaTo-

bis skala. sxvadasxva gamokiTxvebis msvlelobaSi irkveva
momxmarebelTa finansuri mdgomareoba mocemul momentSi
da maTi molodini. Semdeg xdeba informaciis dajgufeba, da am
safuZvelze ganisazRvreba samomxmareblo ndobis an samomx-

129
mareblo molodinis maCveneblebi. xangrZlivi moxmarebis sa-
qonlis mwarmoeblebi iZenen am informacias imis imedad, rom
winaswar gamoicnon ZiriTadi tendenciebi myidvelTa ganzrax-
vebSi, raTa Sesabamisad moxdes warmoebisa da marketingis geg-
mebis koreqtireba. momxmarebelTa ganzraxvebis gamokvlevebi
warmoadgenen faseulobas momxmareblebTan kavSiris damyare-
baze mcire danaxarjebis, maTi mcire ricxvis da zusti gan-
zraxvebis arsebobis, Tavisi miswrafebebis realizebis sur-
vilis pirobebSi.
rodesac momxmarebelTa (myidvelTa) gamokiTxva SeuZlebe-
lia, kompanias SeuZlia mimarTos TxovniT Tavis savaWro war-
momadgenlebs Sefasdes gayidvebis momavali moculoba.
kompanias agreTve SeuZlia gamoiyenos eqspertuli Sefase-
bebi. eqspertebis rolSi gamodian dilerebi, distributore-
bi, mimwodeblebi, marketingis konsultantebi da dargobrivi
asociaciebi.
im SemTxvevaSi, rodesac ar arsebobs monacemebi momxmare-
belTa ganzraxvebis Sesaxeb saqonlis yidvis mimarT, xolo
eqspertebis azri ar ismaxurebs ndobas, rekomendebulia sac-
deli marketingis Catareba. saqonlis `unarianobis~ praqti-
kuli Semoqmeba gansakuTrebiT sasurvelia axali produqciis
gayidvebis moculobis prognozirebisas, gavrcelebis axali
arxis gamoyenebisas an axal teritoriaze gasvlisas. ufro
dawvrilebiT sacdeli marketingi ganxiluli iqneba axali
saqonlis Sesaxeb Temis ganxilvasTan dakavSirebiT.

daskvnebi

1. firmebs SeuZliaT Caataron marketinguli kvlevebi damo-

ukideblad an daavalos kvlevebi specializebul saagen-
toebs. kargi marketinguli kvlevis umniSvnelovanes maxa-
siaTeblebs ganekuTvnebian mecnieruli meTodebis gamoyene-
ba, SemoqmedebiTi midgoma, kvlevis ramdenime sxvadasxva me-
Todebis gamoyeneba, modelebis zusti ageba, danaxarjebis
efeqtianobis analizi, jansaRi skepticizmi da eTikuroba.
2. marketinguli kvlevis procesi moicavs problemis gansaz-
Rvrasa da kvlevis miznebs, kvlevis gegmis damuSavebas, in-
formaciis Segrovebas, mis analizs, firmis xelmZRvane-
lobamde miRebuli Sedegebis dayvanas da gadawyvetilebis
miRebas.

130
3. kvlevis Catarebisas firmis marketingis qvedanayofma unda
miiRos gadawyvetileba, marketologebi damoukideblad Se-
agroveben aucilebel monacemebs Tu gamoiyeneben arse-
bul monacemebs, gamoiyeneben informaciis miRebis meTods
(dakvirveba, fokus-jgufi, gamokiTxva, monacemebis Segro-
veba momxmarebelTa qcevis Sesaxeb, eqsperimenti), agreTve
Sesabamis instrumentebs (anketebi da meqanikuri instru-
mentebi). garda amisa, marketologebma (mkvlevarebma) un-
da gansazRvron amorCevis formirebis wesi da respoden-
tebTan kontaqtis meTodebi.
4. yovelwliuri gegmebis kontrolis amocanaa dadastureba
imisa, rom fir-mam namdvilad miaRwia gasaRebis, mogebisa da
sxva dawesebuli maCveneblebis mixedviT miznebs. analizis
ZiriTadi instrumentebia gasaRebis analizi, bazris wili,
marketingze danaxarjebisa da gayidvebis moculobas So-
ris Tanafardoba, marketingis gegmis finansuri analizi.
5. mogebianobis analizi mimarTulia sxvadasxva saqonlis ren-
tabelobis Sefasebaze; teritoriebze, sadac xorcieldeba
gasaReba; myidvelTa (momxmarebelTa) jgufebze; bazris
segmentebze; gasaRebis arxebsa da SekveTebis partiebis
sidideze. mogebianobis kontrolis mniSvnelovani nawilia
danaxarjebis ganawileba da angariSgebebis Sedgena moge-
bisa da zaralis Sesaxeb.
6. marketing-miqsis modelireba es aris informaciis anali-
zi didi raodenobis wyaroebidan, romelTa ricxvSi Sedian
sacalo vaWrobis monacemebi, firmis monacemebi gadatvir-
Tuli saqonlis Sesaxeb, fasebi, xarjebi informaciis saSua-
lebebsa da win wawevaze, rac iZleva SesaZleblobas Catar-
des marketinguli saqmianobis calkeuli saxeebis efeqti-
anobis ufro gulmodgine analizi.
7. ganasxvaveben moTxovnis or tips: sabazro moTxovnas da
moTxovnas kompaniis saqonelze. mimdinare sabazro moT-
xovnis SefasebisaTvis firma gansazRvravs bazris saerTo
potencials, regionis bazris potencials, gayidvebis mo-
culobasa da bazris wils. momavali moTxovnis Sefasebi-
saTvis firma swavlobs momxmarebelTa ganzraxvas, mimar-
Tavs eqspertul Sefasebebs da atareben sacdel marke-
tings.

131
Tavi 5. faseulobis Seqmna da momxmarebelTa
dakmayofileba
5.1. faseuloba rogorc momxmarebelTa
dakmayofilebis piroba

rogorc cnobilia konkurenciaSi firmis (kompaniis) warma-

tebis sawindaria gadasvla sasaqonlo da gasaRebis filoso-
fiidan marketingis filosofiaze. marketinguli orientaciis
qvakuTxedia momxmareblebTan (myidvelebTan) mWidro urTi-
erTobebi. kompaniebma mWidro kontaqtebi unda iqonion myid-
velebTan, vinaidan warmatebas aRweven isini, vinc srulad ak-
mayofileben TavianT klientebs konkurentebTan SedarebiT.
menejerebi, romlebic kompaniis erTaderT WeSmarit `moge-
bis centrebad~ miiCneven myidvelebs, tradiciul organiza-
ciul sqemas (nax. 5.1a piramidis saTaveSi prezidentiTa da qve-
viT momxmareblebi) sTvlian moZvelebulad. kvalificiuri
marketinguli kompaniebi am sqemas abruneben imgvarad, rom
piramidis mwvervalzea momxmareblebi (nax. 5.1b).

nax. 5.1. tradiciuli organizaciuli sqema da sqema kompaniis momxma-

reblebze Tanamedrove orientaciiT

rogorc motanili sqemebidan Cans upiratesoba eniWeba meo-

re models, romelic pirvel planze ayenebs momxmareblebs
(myidvelebs) da maTi interesebis samsaxuri (da konkurentuli
upiratesoba) miCneulia firmis ZiriTad strategiad.
Tanamedrove momxmareblebi ufro ganaTlebulebi da ukeT
informirebulebi arian, vidre odesRac da maT gankargule-
baSia saSualebebi, romlebic maT aZleven SesaZleblobas Sea-
132
mowmon firmebis sareklamo gancxadebebis siswore da eZebon
ufro xelsayreli variantebi. myidvelebi, rogorc wesi, eZeben
pasuxs kiTxvaze: ama Tu im firmis SeTavazeba moutans Tu ara
maT maqsimalur faseulobas? myidveli mimarTavs im firmas,
romlis saqoneli, rogorc is moelis, flobs yvelaze maRal
faseulobas. imaze, Tu ramdenad Seesabameba SeTavazeba myidve-
lis mosalodnel faseulobas, damokidebulia misi dakmayofi-
lebis xarisxi da gameorebiTi yidvis albaToba. myidvelisTvis
saerTo faseuloba warmoadgens ekonomikuri, funqciuri da
fsiqologiuri sargeblianobis aRqmul fulad Rirebulebas,
romelsac igi elodeba miiRos ama Tu im saqonlis SeZeniT.
myidvelTa dakmayofileba umTavresad damokidebulia SeZe-
nili saqonlisa da momsaxurebis xarisxze. xarisxis kontrolis
amerikis sazogadoebas miaCnia, rom xarisxi es aris saqonlis an
momsaxurebis Tvisebebisa da maxasiaTeblebis erToblioba,
romlebsac aqvT uSualo damokidebuleba maT gacxadebul an
nagulisxmev moTxovnilebaTa dakmayofilebis unarTan. momxma-
rebelTa maqsimaluri dakmayofilebisaken swrafvam zogierT
firmebSi ganapiroba xarisxis totaluri marTvis principebis
danergva. xarisxis totaluri marTva warmoadgens saerTo
organizaciul midgomas yvela organizaciuli procesis, sa-
qonlisa da momsaxurebis xarisxis permanentuli amaRlebisad-
mi. arsebobs mWidro kavSiri produqciisa da momsaxurebis xa-
risxs, myidvelTa dakmayofilebasa da kompaniis mogebas Soris.
gamokvlevebSi, romlebic eZRvneba xarisxis amaRlebis progra-
mebis ganviTarebas, aRiniSneba korelacia produqciis xarisxsa
da kompaniis rentabelobas Soris. amasTan dakavSirebiT aRsa-
niSnavia is, rom xarisxis donis amaRlebisas unda iyos uzrun-
velyofili danaxarjebis racionaluroba da mizanSewoniloba.
firmebma, romlebic miiswrafvian liderobisaken, yuradRe-
bis centrSi unda iyolion momxmareblebi da unda ara mxolod
awarmoon saqoneli, aramed sawarmoo teqnologiebis codnisa
da sabazro meqanizmis principebis gamoyenebiT zemoqmedeba mo-
axdinon momxmarebelTa (myidvelTa) moTxovnilebebis formi-
rebaze. bevri firmis xelmZRvanelobas miaCnia, rom myidvelTa
mizidva mTlianad ekisreba marketingis ganyofilebas. sinam-
dvileSi marketingi myidvelTa mizidvisa da SenarCunebis mra-
val faqtorTagan mxolod erT-erTia. msoflioSi marketingis
saukeTeso ganyofilebasac ki ar SeuZlia uxarisxo da aravis
rom ar sWirdeba iseTi saqonlis realizacia. marketingis sam-
saxuris saqmianoba efeqtiania mxolod im formebSi, sadac Ti-

133
Toeuli ganyofileba da TiToeuli TanamSromeli qmnian mom-
xmarebelTa kargi xarisxis saqonliT uzrunvelyofis konku-
rentunarian, mowinave sistemas.
Tanamedrove myidvelisTvis (momxmareblisTvis) gansakuT-
rebul mniSvnelobas iZens faseuli saqoneli, misi savaWro mar-
ka (brendi). amasTan dakavSirebiT arsebiTi roli akisriaT sa-
qonlis mwarmoeblebsa da mimwodeblebs. momxmarebeli uwina-
res yovlisa eZebs iseT sasaqonlo miwodebas, romelic mas mou-
tans maqsimalur faseulobas. swored imaze, Tu ramdenad Seesa-
bameba mwarmoeblis miwodeba momxmareblis mosalodnel fase-
ulobas, damokidebulia am ukanasknelis kmayofilebis xarisxi
da mis mier gameorebiTi Sesyidvis albaToba.
myidveli mimarTavs im firmas, romlis saqoneli misi Sexedu-
lebiT yvelaze faseulia. momxmareblis mier aRqmuli faseu-
loba ganisazRvreba rogorc sxvaoba momxmareblisTvis saqon-
lis saerTo faseulobasa da mis saerTo xarjebs Soris. momxma-
reblisTvis saerTo faseulobaSi igulisxmeba sargeblianoba-
Ta erToblioba, romlebsac igi elodeba miiRos saqonlis an
momsaxurebis SeZeniT (nax. 5.2).1 moxmarebis saerTo xarjebi ga-
nisazRvreba rogorc xarjebis Tanxa, romelsac gaswevs myidve-
li produqtebis an momsaxurebis SeZenisa da gamoyenebis dros.

nax. 5.2. faseulobis ganmsazRvreli faqtorebi, romelsac SeigrZnobs

momxmarebeli

1
Котлер Ф.,dasax. wigni, gv. 65.
134
 aRniSnulTan dakavSirebiT mizanSewonilia ganxilul iqnes
martivi magaliTi. myidvelma gadawyvita SeiZinos avtomobili
cnobili germanuli firmebis `mersedesis~ an `folsvagenis~.
orive firmis avtomobilis Sefasebis Semdeg igi midis daskvnam-
de, rom meti faseulobiT gamoirCeva `fordis~ avtomobili.
igi msjelobs iseTi maxasiaTeblebiT rogoricaa saimedooba da
momsaxurebis vadis xangrZlivoba, saeqsploatacio maxasiaTeb-
lebi da avtomobilis Semdgomi gayidvis SesaZlebloba. momxma-
rebeli agreTve yuradRebas amaxvilebs Sesyidvis pirobebsa da
Tanmxleb momsaxurebaze miwodebis vada, personalis profesi-
onalizmi, gayidvis Semdgomi momsaxurebis pirobebi _ da ake-
Tebs daskvnas, rom `fordis~ firma gamoirCeva saerTo korpo-
raciuli imijiT. saqonlis, momsaxurebis, personalis da imi-
jis mosalodneli faseulobis SejamebiT myidveli rwmundeba
imaSi, rom firma `fordi~ sTavazobs mas maqsimalur saerTo fa-
seulobas. myidveli agreTve iTvaliswinebs imas, rom saerTo
xarjebSi moiazreba ara marto fuladi danaxarjebi. maTSi Se-
dian droisa da energiis danaxarjebi, emociuri danaxarjebi.
aRniSnulidan gamomdinare, momxmarebeli upiratesobas ani-
Webs ufro faseuli avtomobilis SeZenas.
marketingis poziciidan yidvis Sesaxeb gadawyvetilebis mi-
Rebis SemoTavazebuli Teoria metismetad racionaluria, ram-
denadac myidvelebi yovelTvis rodi irCeven yvelaze SegrZne-
badi faseulobis winadadebas. zogjer, arsebiTi mniSvneloba
aqvs fasis faqtors, romelic gadamwyveti faqtoria rogorc
piradi, aseve koleqtiuri (organizaciuli) moxmarebis piro-
bebSi. magram momxmareblis mier aRqmuli faseulobis maqsimi-
zaciis koncefcia friad sasargebloa da gamoiyeneba sxvadas-
xva situaciaSi.
yidviT momxmareblis dakmayofilebulobis (kmayofilebis)
xarisxi ganisazRvreba misi molodinisa da SeZenili produqtis
realuri xarisxis TanafardobiT. kmayofileba es aris Seg-
rZneba, romelic warmoeSveba adamians, romelic adarebs Tavis
winaswar molodins da SeZenili saqonlis realuri xarisxs (an
misi gamoyenebis Sedegebs). Tu saqonlis funqcionirebis rea-
luri maCvenebeli aRmoCnda winaswari molodinis araSesatyvi-
si, momxmarebeli imedgacruebulia. rodesac produqtis (SeZe-
nili saqonlis) maxasiaTeblebi molodinis Sesatyvisia, myid-
veli kmayofilia. Tu saqonlis saeqsploatacio xarisxi aRema-

135
teba momxmareblis kmayofilebis xarisxs, igi mTlianad kmayo-
filia.
bevri firma miznad isaxavs miaRwios momxmarebelTa rac
SeiZleba did kmayofilebas, miiswrafvis Camouyalibos maT ara
marto racionaluri moTxovnilebebi, aramed gansazRvruli
savaWro markisadmi erTgulebac, rac gansazRvravs myidvelTa
did loialurobas. warmatebuli firmebi ufro Sors midian da
miiswrafvian momxmareblis sruli kmayofilebisaken. magali-
Tad, `qseroqsSi~ darwmunebuli arian, rom pirveli yidvis Sem-
deg 18 Tvis ganmavlobaSi gameorebiTi yidvis albaToba `mTli-
anad kmayofili~ momxmareblis mier 6-jer maRalia `ubralod
kmayofili~ momxmarebelTan SedarebiT. aqve unda aRiniSnos
isic, rom Tu gamyidvelebi iZlevian metad bevr dapirebas, mom-
xmarebeli, bunebrivia, imedgacruebuli iqneba nayidiT. magram
Tu firma iZleva mokrZalebul dapirebebs, mas ar SeuZlia mii-
zidos myidvelTa sakmarisi ricxvi (Tumca isini, vinc iyidis sa-
qonels, iqneba kmayofili).
ZiriTadad momxmarebelTa loialurobas ayalibebs saqon-
lis faseuloba. cnobilia, rom TiToeuli firma _ mimwodebe-
li unda miiswrafodes rac SeiZleba meti faseuli saqonlis mi-
wodebisa da faseulobaTa miwodebis saukeTeso sistemis Seq-
mnisaken. savaWro marka (brendi) garantias unda aZlevdes mom-
xmarebels, rom igi miiRebs mwarmoeblis mier misTvis micemul
yvela dapirebas. ramdenad Seesabameba firmis dapirebebi rea-
luri saqonlis (momsaxurebis) maxasiaTeblebs, ganisazRvreba
misi Rirebulebis Seqmnisa da gadacemis sistemis menejmentiT,
romelic moicavs yvela komunikaciasa da arxs, romlebic uz-
runvelyofen momxmareblebis mier momsaxurebis miRebas. ami-
tom bevri mimwodebeli metismetad did upiratesobas aniWebs
savaWro markas sloganebis, unikaluri savaWro winadadebebis
an damatebiTi servisis daxmarebiT. marTlzomieria mosazreba
imis Taobaze, rom firmis marketingis specialistebma (samsaxu-
rebma) yuradReba unda gaamaxvilon aranakleb sakvanZo biznes-
procesebze, vidre savaWro markis profilis ganviTarebaze.
momxmarebelze orientirebuli firmebisTvis momxmareblis
kmayofileba mTavari amocanac aris da marketingis saSuale-
bac. firmebs, romlebmac miaRwies momxmarebelTa kmayofile-
bis maRal maCveneblebs, undaT iyvnen darwmunebuli imaSi, rom
maTi warmatebebis Sesaxeb cnobilia mTeli miznobrivi bazris-
Tvis. aseTi firmebi maincdamainc ar cdiloben miaRwion myid-
velTa (momxmarebelTa) kmayofilebis maqsimalurad SesaZlo

136
dones. momxmarebelTa kmayofilebis xarisxis amaRleba fasebis
Semcirebas an momsaxurebis gafarToebis xarjze ar aris renta-
beluri. firmas aqvs SesaZlebloba miaRwios mogebianobas sxva
meTodebiT: warmoebis procesis modernizacia, damatebiTi in-
vesticiebi gamokvlevebsa da damuSavebaSi. momxmarebelTa kma-
yofilebis xarisxs gansakuTrebul mniSvnelobas aniWebs is
faqti, rom momxmarebelTa dadebiTi da uaryofiTi Sefasebebi
Zalian swrafad vrceldeba internetis meSveobiT.
firmebi, romlebic uzrunvelyofen klientisTvis faseu-
lobas da momxmarebelTa kmayofilebas, maRalSedegiani firme-
bia. cnobilia maRalSedegiani biznesis modeluri maxasiaTeb-
lebi, romlebic moicaven warmatebis oTx sakvanZo faqtors:
dainteresebuli jgufebi, samuSao (muSa) procesebi, resursebi
da organizaciebi (nax. 5.3).

nax. 5.3. maRalefeqtiani biznesis sakvanZo faqtorebi

firmis saqmianobaSi dainteresebuli jgufebis da maTi moT-

xovnis gansazRvra pirveli nabijia maRalSedegiani biznesis
gzaze. rogorc wesi, firmebis umravlesoba orientirebulia
aqcionerTa interesebze. magram Tanamedrove firmebis meneje-
rebi TandaTanobiT acnobiereben im faqts, rom sxva jgufebis
(momxmareblebis, TanamSromlebis, mimwodeblebis, distribu-
torebis) interesebis ignorireba ganapirobebs aqcionerTa di-
videndebis Semcirebas. TiToeuli firma unda cdilobdes Ti-
Toeuli dainteresebuli jgufis minimaluri molodinis dak-
mayofilebas. amasTan mTavaria sxvadasxva dainteresebuli
jgufis mimarT, romlebic dinamikurad urTierTmoqmedeben,
samarTlianobis gamovlena.
urTierTdakavSirebuli samuSao procesebiT iqmneba opti-
maluri pirobebi dainteresebuli jgufebisaTvis. dRes maRal-
Sedegiani (efeqtiani) firmebi saWiroebisamebr icvlian orien-
tacias ZiriTadi yuradRebiT mTavar iseT biznes-procesebze

137
rogoricaa produqciis axali nimuSebis Seqmna, gasaRebis (ga-
yidvebis) stimulireba da SekveTebis Sesruleba. magaliTad,
firma `qseroqsSi~ klientebTan muSaobis jgufi koordinacias
uwevs gayidvas, miwodebas, momsaxurebasa da aRricxvas mTlia-
nad procesis uwyvetobis uzrunvelyofiT.
firmis biznes-procesebis gansaxorcieleblad saWiroa re-
sursebi: samuSao Zala, masalebi, mowyobiloba, energia, infor-
macia da a. S. bevri firma xSirad mimarTavs resursebis sagareo
wyaroebs gansakuTrebiT maSin, rodesac SesaZlebelia ufro xa-
risxiani nedleulis miReba SedarebiT iafad. magaliTad, firma
Nike aziis fabrikebSi awarmoebs fexsacmels, romlebic friad
kompetenturi fabrikebia Sekervis dargSi. es firma inarCunebs
lideris pozicias fexsacmlis modelirebasa da mis gavrcele-
baSi. aranaklebi mniSvneloba aqvs firmis konkurentuli upi-
ratesobis mosapoveblad sainformacio sistemebsa da lo-
gistikas.
TiToeuli firma warmoadgens organizacias, romelsac axa-
siaTebs gansazRvruli struqtura, politika da organizaciu-
li kultura. warmatebuli organizacia ki warmoudgenelia
efeqtiani menejmentis gareSe. Tu struqtura da politika Zne-
lad, magram eqvemdebareba transformacias, firmis kultura
warmoadgens urTierTobaTa sagangebod inertul sistemas. ama-
ve dros swored organizaciuli kulturis cvlileba axali
strategiis warmatebuli realizaciis pirobaa. xSirad organi-
zaciuli kultura viTardeba bunebrivad, rodesac, firmis mo-
samsaxureebi baZaven menejeris qcevis maneras. amisi magaliTia
firma Microsoft (aSS), romelmac SeinarCuna Tavisi kultura,
romlis formirebaSi udidesi wvlili Seitana misma fuZemde-
belma bil geitsma. swored am firmisTvis kultura gaxda war-
matebis sawindari da daexmara mas daekavebina dominirebuli
pozicia kompiuterul industriaSi.
maSasadame, maRalefeqtianma firmebma unda uzrunvelyon
saqonlis faseulobis gadacema momxmarebelze da TavianTi
klientebis moTxovnilebis dakmayofileba.
firma momxmareblisTvis kargi xarisxis (saqonlis) miwode-
biT aRwevs biznesis mTavar mizans _ mogebis miRebas. magram
amisaTvis aucilebelia Sesruldes xuTi piroba: imis garkveva,
Tu ra aris faseuli momxmareblisTvis; am faseulobis Seqmna;
faseulobis wardgena momxmareblisTvis; firmis mier Seqmnili
faseulobis ganmtkiceba da SenarCuneba. firma, romelic miis-
wrafvis warmatebis miRwevisaken, unda flobdes faseulobis

138
Seqmnisa da misi SeTavazebis sistemis koncefciebs. faseulo-
bis Seqmnis cnobili koncefciis avtoria harvardis universi-
tetis profesori maikl porteri. am koncefciis Sesabamisad
yoveli firmis biznesi ganixileba rogorc sxvadasxva saxeobis
saqmianobis: daproeqtebis, warmoebis, bazris Seswavlis, saqon-
lis miwodebis da gayidvisSemdgomi momsaxurebis rTuli sis-
tema. faseulobis koncefcia Sedgeba saqmianobis cxra strate-
giulad urTierTdakavSirebuli saxeebisagan (rolebisagan).
romlebSic iqmneba faseuloba da generirdeba xarjebi; misi xu-
Ti rgoli ZiriTadia, xolo danarCeni rgolebi asruleben dam-
xmare rols (ix. nax. 5.4).1

nax. 5.4. faseulobis Seqmnis zogadi saxeoba

firmis amocanaa xarjebisa da faseulobis analizi, rome-

lic iqmneba yvela rgolSi, agreTve saqmianobis efeqtianobis
amaRlebis gzebis Zieba, rac gulisxmobs konkurentebis saqmi-
anobis Sedegebis Sefasebas da maT Sedarebas sakuTar maCve-
neblebTan (benCmarkingi). amasTan dakavSirebiT miCneulia mi-
zanSewonilad wamyvani msoflio mwarmoeblebisa da gamyidve-
lebis gamocdilebisa da meTodebis Seswavla. firmis warmateba
damokidebulia TiToeuli misi qvedanayofis muSaobis efeq-
tianobaze, agreTve yvela qvedanayofis moqmedebaTa koordini-
rebaze, rac menejmentis prerogativacaa. momxmareblis faseu-
lobis Seuferxebeli uzrunvelyofisaTvis firmam unda moa-
wesrigos biznesis xuTi ZiriTadi procesi:

1
Котлер Ф.,dasax. wigni, gv. 71.
139
 1. bazris gamokvlevis procesi _ moicavs yvela moqme-
debas, romlebic dakavSirebulia bazris Sesaxeb infor-
maciis mogrovebasTan, am informaciis gavrcelebasTan
firmis SigniT. mis analizTan da Sesabamisi RonisZiebe-
bis damuSavebasTan.
2. axali produqtis realizaciis procesi _ moicavs
saqmianobis yvela saxes, romlebic mimarTulia maRali
xarisxis saqonlis gamokvlevaze, konstruirebaze da ga-
moSvebis dawyebamde umokles vadaSi dadgenili biuje-
tis farglebSi.
3. momxmarebelTa mozidvisa da SenarCunebis procesi
_ momxmarebelTa efeqtiani mizidva, maTTan urTier-
Tobis ganviTareba da SenarCuneba.
4. momxmarebelTan urTierTqmedebis marTvis proce-
si _ saqmianobis yvela saxe, romlebic mimarTulia Ti-
Toeuli klientis ufro srul gagebaze, masTan urTier-
Tmoqmedebis mowesrigebaze da individualuri sasaqon-
lo miwodebis damuSavebaze.
5. SekveTebis marTvis procesi _ saqmianobis yvela sa-
xis menejmenti, romlebic dakavSirebulia SekveTebis mi-
Rebasa da damtkicebasTan, saqonlis droulad gagzav-
nasTan fulis gadaxdebis ganxorcielebis kontrol-
Tan.

5.2. saqoneli rogorc samomxmareblo faseuloba

saqoneli warmoadgens produqts, romelic Seqmnilia moT-

xovnilebaTa dasakmayofileblad. marketingis sistemaSi sa-
qoneli ganixileba rogorc sasargeblo Tvisebebis erTob-
lioba, romelic yvelaze srulad uzrunvelyofs momxmare-
belTa miznobrivi jgufis moTxovnilebebs. saqoneli SeiZleba
iyos materialuri dovlaTi (nawarmi, sagani) an saqmianobis
saxeoba (momsaxureba). amocana is aris, rom firmis sawarmoo
qvedanayofebTan erTad Seqmnas produqti ara marto sawar-
moo SesaZleblobebis, aramed bazris moTxovnebis gaTvaliswi-
nebiT. arsebiTad, marketingisa da warmoebis (biznesis) urTi-
erTmoqmedeba aris funqciuri faseulobis Seqmnis procesic.
rac Seexeba saqonlis faseulobas, is iqmneba firmis bazarTan
komunikaciuri kavSirebis safuZvelze (brendingi).
marketinguli da sawarmoo (samurneo) saqmianobisaTvis
mniSvnelovania Semdegi sakiTxebis gadawyveta: momxmareblebi

140
ras SeiZenen? rogor SeiZenen? rogor Seiqmnas faseuloba, sar-
gebeli momxmareblebisTvis? rogor SeiZleba gaizomos, Se-
fasdes miRebuli sargebeli (xeiri)? da a. S.
arsebobs momxmareblebisTvis marketinguli samsaxuris mi-
er faseulobis Seqmnis sami mimarTuleba. pirveli es aris re-
agireba arsebul moTxovnilebaze. meore mimarTuleba dakav-
Sirebulia faruli moTxovnilebis gansazRvris codnasTan.
mesame mimarTuleba ki mdgomareobs momxmareblebisTvis axal
faseulobaTa aqtiur formirebaSi teqnologiuri, ekonomi-
kuri Tu socialuri progresis miRwevebis gamoyenebiT. Tu
momxmareblis mier saqonlis faseuli aRqmis formireba mar-
ketinguli procesia, maSin sawarmoo procesi warmoadgens teq-
nologiur operaciaTa erTobliobas, romlis saSualebiT fir-
ma qmnis realur faseulobebs. marketingi da warmoeba (biz-
nesi) mWidrod urTierTmoqmedeben erTmaneTTan. Tanamedrove
pirobebSi viTardeba axali mimarTuleba `SekveTiT masobrivi
warmoebis~ (kastomizacia) organizacia, sadac marketinguli
da sawarmoo funqciebis erToblivi Zalisxmeva gansakuTre-
biT aucilebelia.
saqonlis praqtikuli faseuloba momxmareblisTvis gani-
sazRvreba atributebis (mocemuli sagnis arsebiTi, ganuyreli
Tvisebebis) nakrebiT. marketingis farglebSi saqonlis mul-
tiatributiuli modeli aris safuZveli damatebiTi sargeb-
lianobisa da ganviTarebis gadawyvetilebaTa miRebisaTvis,
romelic warmoadgens saqonlis funqciur da emociur Sem-
dgenlebs. saqonlis multiatributiuli modeli warmoad-
gens safuZvels misi srulyofisaTvis gadawyvetilebaTa mi-
saRebad.
f. kotleris cnobili klasifikaciiT saqoneli momxmareb-
lis mier aRiqmeba sam ganzomilebaSi (e. i. gaaCniaT atribute-
bis sami jgufi):
¾ saqoneli Canafiqris mixedviT _ saqonlis funqci-
ur-maxasiaTebelTa nakrebi (magaliTad, sarecxi manqa-
nis recxvis, gawurvis, gaSrobis Tviseba da sxv.);
¾ saqoneli realuri SesrulebiT _ garegani saxe, dam-
zadebis masala, ergonomika, esTeTika (magaliTad, sa-
recxi manqanis gabariti, wona da garegani saxe);
¾ saqoneli gafarToebiT _ garantiebi, servisi, miwo-
deba (magaliTad, sarecxi manqanis saabonento momsaxu-
reba binaze).

141
 J. lambenis klasifikaciiT, aRniSnuli ganzomilebebi Se-
sabamisad aRiniSneba rogorc birTvuli (funqciuri sargeb-
lianoba), periferiuli (dakavSirebuli saqonlis ZiriTad
funqciasTan: komfortuloba, ekonomiuroba, momsaxureba da
sxv.) da damatebiTi momsaxureba (romelic araa dakavSire-
buli ZiriTad funqciasTan, magram afarToebs momxmarebel-
Ta dakmayofilebis SesaZleblobas, magaliTad: Zveli Casaba-
rebeli saqonlis Rirebulebis CaTvla axali saqonlis yidvi-
sas).
marketinguli moTxovnebi saqonlis mimarT cnobili unda
iyos warmoebis procesis dasawyisSi da ara mis bolos. amocana
mdgomareobs imaSi, rom teqnikuri maxasiaTeblebis upirate-
soba droulad `moergos~ momxmarebelTa molodinebs (xaris-
xis parametrebs). am mxriv iyeneben xarisxis funqciis gaS-
lis matriculi analizis meTods. xarisxis maCveneblebi uSua-
lo kavSirSia konkurentunarianobasTan.
konkurentunarianobis cnebaSi moiazreba saqonlis upira-
tesobebi bazarze, romlebic xels uwyoben mis warmatebul
gayidvas konkurenciis pirobebSi. es zogadi cneba Tavis ga-
moxatulebas poulobs maCvenebelTa sistemaSi:
¾ saqonlis xarisxi _ teqnologiuri done (standar-
tebTan da normativebTan Sesabamisoba) da samomxmareb-
lo sargeblianoba (saqonlis samomxmareblo Tvisebe-
bi);
¾ momxmareblis danaxarjebi _ Sesyidvis fasi da saeq-
sploatacio danaxarjebi saqonlis samsaxuris vadis pe-
riodSi.
msoflio gamocdilebiT dadasturebulia, rom konkuren-
tunarianobis donis amaRleba viTardeba momxmareblebisTvis
saqonlis sasargeblo Tvisebebis srulyofisa da saeqsploa-
tacio xarjebis Semcirebis mimarTulebiT. konkurentunari-
anobis Sefaseba warmoebs `xarisxi/fasi~ maCveneblebis kon-
kurenti saqonlis mimarT (agreTve normativebis, nimuSebis
da sxv.) dapirispirebis safuZvelze. ufro detaluri Sefase-
bisTvis gamoiyeneba nawarmis (saqonlis) maCveneblebis nawar-
mi-nimuSis maCveneblebTan Tanmimdevruli Sedarebis sain-
deqso meTodi. gamoiyeneba Semdegi maCveneblebi:
¾ kerZo;
¾ jgufuri;
¾ integraluri.

142
 gaangariSebaTa safuZvelze SeiZleba gakeTdes daskvna, rom
Sesafasebeli saqoneli mTlianad mxolod 60%-iT Seesabameba
konkurenti saqonlis dones. yvelaze dabali (40%) aris done,
romelic axasiaTebs nawarmis (saqonlis) samomxmareblo pa-
rametrebs.
bazarze warmatebis erT-erTi sakvanZo sakiTxia axali sa-
qonlis problema marketingul saqmianobaSi. saqonlis daxma-
rebiT, romelsac gaaCnia `sabazro siaxle~, sawarmo (kompania)
winaurdeba, ayalibebs axal bazars, uswrebs konkurentebs,
zrdis Tavis Semosavlebs (mogebas).

kerZo maCveneblebi:
sixSireTa gatarebis zoli 0,8
urTierToba `signali-xmauri~ 0,9
detonaciis koeficienti 0,7
servisuli mowyobiloba 0,4
gaformebis esTeTika 0,3
sagarantio vada 0,5
fasi 0,8
saeqsploatacio xarjebi 0,4
jgufuri maCveneblebi:
teqnologiuri 0,8
samomxmareblo 0,4
safaso 0,6
integrirebuli maCvenebeli: 0,6

arsebobs kriteriumebis sistema, romelTa mixedviT SeiZle-

ba ganisazRvros ama Tu im saqonlis sabazro siaxle. es ara mar-
to principulad axali saqonelia, romelic akmayofilebs moT-
xovnilebas sportis axal saxeebze (vindserfingi, deltapla-
nerizmi), an saqoneli (momsaxureba), romelic axleburad akma-
yofilebs ukve arsebul moTxovnilebebs (videomagnitofoni,
interneti da sxv.). sabazro siaxle es aris agreTve ukve cno-
bili nawarmis axali SefuTva (magaliTad, rZis axali SefuTva),
axali fasi konkurent saqonelTan SedarebiT. siaxles SeiZleba
miekuTvnos saqonlis axali SesaZleblobebiT misi gayidvis
axali formebis organizaciisaTvis, sareklamo kampaniebis Ca-
tarebisaTvis da sxv. axali sanedleulo masalebis da teqno-
logiebis gamoyeneba agreTve warmoadgens saqonlis sabazro
siaxlis maCvenebels (niSans).
marketingi flobs sabazro, sasaqonlo, gasaRebis, sawarmoo
kriteriumebis sistemas, romlebic warmoadgenen orientirebs
143
saqonelmwarmoeblebisTvis TavianTi produqciis srulyofi-
saTvis, bazarze garkveuli upiratesobebis miRebisaTvis.
axali saqonlis damuSavebis ZiriTadi etapebia:
1. axali saqonlis ideis Zieba (generacia).
2. ideis Sefaseba da arCeva.
3. axali saqonlis koncefciis gansazRvra da Semowmeba.
4. saqonlis sacdeli nimuSebis damuSaveba.
5. sacdeli marketingi, saqonlis gamocda (`generaluri re-
peticia~).
6. moTxovnis (gadaxdisunariani moTxovnilebis), gayidvis,
danaxarjebisa da mogebis Sefaseba.
7. marketingul RonisZiebaTa gegmis damuSaveba.
8. marketingul RonisZiebaTa gegmis realizacia.
9. warmatebis (bazarze miRweuli Sedegis) Sefaseba.
Zlier firmebad CaiTvlebian mxolod isini, vinc gansakuT-
rebul yuradRebas uTmobs biznesis ZiriTadi procesebis mar-
Tvas _ menejments. upirveles yovlisa es exeba faseulobis
Seqmnisa da gadacemis sistemas. warmatebis misaRwevad fir-
mam aucileblad unda gamonaxos konkretul upiratesobaTa
Seqmnis SesaZleblobebi, Seiswavlos mimwodeblebis, distri-
butorebis da momxmareblebis faseulobis Seqmnis sistema.
mwvave konkurenciis pirobebSi bevri firma _ mwarmoebeli,
romlebic mudmivad saqmianoben gansazRvrul mimwodebleb-
Tan da distributorebTan, ayalibeben momxmareblebze fase-
ulobis Seqmnisa da gadacemis sistemebs.

5.3. momxmarebelTa mizidva da maTTan

kavSirebis SenarCuneba

firmebi, romlebic miiswrafvian gayidvebis moculobebisa

da Semosavlebis gadidebisaken, did drosa da resursebs uT-
moben axali momxmareblebis mizidvas, rac gulisxmobs poten-
ciuri miznobrivi jgufebis gansazRvras, maT klasifikacias
da SesaZlo myidvelTa yuradRebis mizidvas. firma amuSavebs
sareklamo Setyobinebebs da avrcelebs maT potenciur myid-
velebs (momxmareblebs) Soris. Semdegi amocanaa potenciur
myidvelTa SerCeva, romlebic gaxdebian realuri momxmareb-
lebi. amasTan aucilebelia rac SeiZleba xangrZlivad damyar-
des maTTan urTierTxelsayreli urTierTobebi, raTa isini
gadaiqcnen mudmiv momxmareblebad.

144
 bevri firma zaraldeba momxmareblebTan urTierTobebis
naadrevad gawyvetis gamo (axali myidvelebis SeZenas Tan ax-
lavs xolme adrindeli momxmareblebis wasvla). firmis menej-
mentis yuradRebis centrSi unda iyos `gandgomilebis~ do-
nis maCvenebeli (urTierTobis gamwyveti myidvelebis Sefar-
deba maT saerTo ricxvTan). magaliTad, mobiluri kavSirgab-
mulobis amerikuli firmebi yovelwliurad kargaven klien-
tebis 25%-mde, rac iwvevs zarals 2-dan 4 mlrd-mde.1 momxma-
rebelTa `gandgomilebis~ donis Sesamcireblad saWiroa:
¾ firmebma unda gansazRvron momxmarebelTa dakavebis
(SenarCunebis) koeficienti. perioduli beWdviTi gamo-
cemisTvis mkiTxvelTa SenarCunebis maCvenebeli SeiZleba
iyos stabiluri tiraJi, xelmomwerTa ricxvis gazrda.
universitetisTvis _ studentebis wili, romlebic ga-
dadian pirvelidan meore kursze, an Tanafardoba Semo-
sul abiturientebsa da gamosaSveb studentebs Soris;
¾ aucilebelia dadgindes momxmarebelTa dakargvis mize-
zebi, gamovlindes xarvezebi da aRmoifxvras isini, gaum-
jobesdes menejmenti;
¾ aucilebelia Sefasdes firmis mogebaze momxmarebelTa
naadrevad wasvlis gavlena;
¾ firmam unda gamoiangariSos, Tu ra daujdeba mas klien-
tTa `gandgomilebis~ Tavidan acileba. Cveulebrivad am
mxriv gaweuli xarjebi arsebiTad naklebia im xarjebTan
SedarebiT, romlebic SeiZleba moxmardes biznesis
mTavari miznis miRwevas _ mogebis miRebas.
marketingis Teoretikosebisa (marketologebisa) da praqti-
kosebis (marketerebis) umravlesoba, samwuxarod, aqcents ake-
Teben axali momxmareblebis mizidvaze, tradiciulad aqceven
ZiriTad yuradRebas ara momxmareblebTan myar urTierTobaTa
formirebas, aramed gayidvebis teqnologiebs (gayidvisa da sa-
kuTriv gayidvis procesis momzadebis problemebi). magram
momxmarebelTa SenarCunebisTvis mTavaria maTi moTxovnilebis
dakmayofileba. sinamdvileSi, kmayofili myidveli didxans
inarCunebs loialobas gansazRvrul savaWro markisadmi,
iZens ara marto ukve arsebul saqonels, aramed axal produq-
ciasac, kargad afasebs rogorc firmas, aseve mis mier gamoS-
vebul saqonelsac; ar aqcevs yuradRebas konkurentebs da maT
reklamas, naklebad mgrZnobiarea saqonelze fasebis doneze;

1
Котлер Ф.,dasax. wigni, gv. 73.
145
sTavazobs axal ideebs saqonlis an momsaxurebis Sesaxeb; tran-
saqciuri xarjebi, romlebic dakavSirebulia loialuri myid-
velis momsaxurebasTan, mniSvnelovnad naklebia analogiur
xarjebTan SedarebiT axali momxmareblebisaTvis, vinaidan pir-
velisaTvis garigeba atarebs rutinul xasiaTs. amrigad, fir-
mam regularulad unda gaanalizos momxmarebelTa dakmayo-
filebis xarisxis maCveneblebi.
Tanamedrove pirobebSi bevri firmis menejmentis pozici-
idan friad mniSvnelovania momxarebelTa dakmayofileba da
SenarCuneba. dadgenilia, rom axali myidvelis mizidvis xar-
jebi xuTjer aRemateba danaxarjebs, romlebic Tan axlavs
arsebul klienturasTan urTierTobaTa SenarCunebas. saSua-
lod firma yovelwliurad kargavs Tavisi klientebis (mom-
xmareblebis) 10%. momxmareblebis swavlis koeficientis 5%-
iT Semcireba zrdis firmis mogebas 25-85%-iT.
klientebTan urTierTqmedebis marketingis mizania kli-
entis kapitalis Seqmna. klientis kapitali firmis yvela kli-
entis mudmivi faseulobis Tanxaa (yvela xarjis gamoklebiT).
gamoyofen klientis kapitalis sam mamoZravebel Zalas:
saqonlis faseulobis kapitali, savaWro markis (samarko)
kapitali da partnioris kapitali. aseTi triada aerTia-
nebs faseulobis menejments. markis menejments da partni-
orTa urTierTobebis (klientTan urTierTmoqmedebis) me-
nejments klientze firmis saerTo orientaciaSi.
urTierTobaTa marketingis gansaxorcieleblad saWiroa
resursebi. gamoyofen firmis investiciebis xuT sxvadasxva
dones:
1. sabazo marketingi. mimwodebeli ubralod axdens war-
moebuli saqonlis realizebas;
2. reaqtiuli marketingi. mwarmoebeli firma yidis mis
saqonels da sTavazobs momxmarebels dauyovnebliv mi-
marTos mas saWiroebis SemTxvevaSi raime pretenziebiT,
saCivrebiTa da winadadebebiT;
3. sapasuxismgeblo marketingi. gayidvis Semdeg mwarmo-
ebeli interesdeba, Seesabameba Tu ara produqtis xa-
risxi momxmareblis molodins, gebulobs mis winadade-
bebs saqonlis an momsaxurebis Taobaze;
4. proaqtiuri marketingi. firmis warmomadgenlebi
dro da dro mimarTaven momxmareblebs ufro srulyo-
fili an axali sasargeblo produqtebis miwodebiT;

146
 5. partnioruli marketingi. firma muSaobs momxmarebleb-
Tan ganuwyveteli urTierTmoqmedebiT, partniorebi er-
Tad eZeben TanamSromlobis Sedegebis srulyofis gzebs.
firmebis umravlesoba praqtikulad iyenebs sabazo marke-
tings, gansakuTrebiT Tu muSaoben masobrivi moxmarebis sa-
qonlis bazarze. danarCeni saxis marketingi gamoiyeneba sa-
qonlisa da momsaxurebis TaviseburebaTa Sesabamisad. maga-
liTad, msoflioSi cnobili firma `boingi~ mWidrod urTierT-
moqmedebs `amerikul aviaxazebTan~ TviTmfrinavebis daproeq-
tebis stadiaze, raTa srulad daakmayofilos am aviakompaniis
moTxovnebi. rogorc Cans 5.5. naxazze partnioruli marketin-
gis done damokidebulia klientis (momxmarebelTa) ricxvsa da
mogebis sidideze. partniorul urTierTobaTa marketingis
ganviTareba bevrad aris damokidebuli axal teqnologiebze.
mudmivi kontaqtis SesanarCuneblad firmasa da momxmareb-
lebs Soris bevri firma iyenebs eleqtorul fostas, web-sai-
tebs, satelefono centrebs, monacemTa bazebsa da progra-
mul uzrunvelyofas yvelasaTvis.

nax. 5.5. urTierTobaTa marketingis doneebi

marketingis specialuri saSualebebidan, romlebsac iyenebs

firma momxmareblebTan urTierTobebis ganmtkicebisa da myid-
velTa moTxovnis dakmayofilebis donis amaRlebisaTvis, ga-
moyofen faseulobis Seqmnisadmi sam midgomas: finansuri sar-
geblobis gadideba, socialuri kavSirebis ganmtkiceba da
struqturuli kavSirebis gafarToeba. firmebs SeuZliaT Ses-
Tavazon momxmareblebs monawileoba marketingul progra-
mebSi. loialobis marketinguli programebi iTvaliswineben
momxarebelTa gasamrjelos, romlebic xSirad yiduloben an
Seisyidian saqonlis mniSvnelovan moculobas. dadgenilia,
rom firmis momxmarebelTa 20% uzrunvelyofs misi gayidvebis
moculobis 80%. bevri firma qmnis e. w. momxarebelTa jgu-
febs an klubebs. klubis wevroba SesaZlebelia pirvelive Ses-
yidvisas an momsaxurebisas, magaliTad, aviagadafrenisas an

147
restoranSi momsaxurebisas, magram SeiZleba SezRudva jgu-
fis mier interesebiT an mxolod im momxmareblebiT, romlebic
daTanxmdebian mcire Senatanis gadaxdas. klubis wevroba kli-
ents aniWebs uflebas isargeblos sxvadasxva privilegiebiT
xangrZlivi drois ganmavlobaSi. firmis mizania misi Tanam-
Sromlebis socialuri kavSirebis ganmtkiceba momxmarebleb-
Tan urTierTobaTa individualizaciisa da personifikaciis
saSualebiT. menejerebi, romlebic fiqroben firmis momaval-
ze, cdiloben maqsimalurad gaioldes da rac SeiZleba mokle
iyos gza warmoebidan momxmareblamde (myidvelamde). imisaTvis,
rom daCqardes momxmareblis momsaxureba firmas unda hqondes
specialuri mowyobiloba da kavSirebis kompiuteruli uzrun-
velyofa. aseTi struqturuli kavSirebis funqcia meti faseu-
lobis Seqmna da momxmareblebs Soris kavSirebis ganmtkicebaa.
cnobilia klientebTan struqturuli kavSirebis Semdegi sa-
Sualebebi: grZelvadiani kontraqtebis dadeba, mimdinare Ses-
yidvebis gadaxdis Semcireba da produqtis gardaqmna grZel-
vadian momsaxurebad.
marketingi aRiarebulia rogorc momxmarebelTa mizidvisa
da SenarCunebis xelovneba. nebismier firmas aqvs SesaZleb-
loba gazardos mogeba e. w. `zaralian~ myidvelebTan kavSiris
gawyvetis xarjze. amasTan, yovelTvis ar aris xelsayreli
msxvili momxmareblebi, romlebic moiTxoven maqsimalur
daTmobebs da maRali donis serviss, rac iwvevs mwarmoeblis
mogebis Semcirebas. maTgan gansxvavebiT Cveulebrivi momxma-
reblebi, anazRaureben saqonels sruli RirebulebiT da kma-
yofildebian momsaxurebis minimaluri doniT; magram maTTan
garigebaTa dadebas Tan axlavs didi xarjebi. `saSualo~ mom-
xmareblebis momsaxureba xorcieldeba karg doneze, yidulo-
ben saqonels praqtikulad sruli fasiT da Zalian xSirad
yvelaze xelsayrelia mwarmoebeli firmisTvis. amitom bevri
firma, romlebic adre orientirebuli iyvnen msxvil momxma-
reblebze, amJamad met yuradRebas uTmoben saSualo myid-
velTa bazars. sul ufro met mniSvnelobas iZens xelsayreli
momxmareblis cneba. xelsayreli momxmarebeli aris adamiani,
savaWro firma an organizacia, romlebsac xangrZlivi drois
ganmavlobaSi moaqvs Semosavali (mogeba), romelic aRemateba
firma-mwarmoeblis mier gaweul xarjebs momxmareblis mo-
zidvaze, gayidvebsa da servisze. aq moiazreba mogeba da xarje-
bi momxmarebelTan urTierTmoqmedebis mTeli vadis ganmav-
lobaSi da ara mogeba konkretuli garigebidan.

148
 momxmareblis xelsayrelobis analizis yvelaze efeqtiani
instrumentia saqmianobis warmoebis Rirebulebis gaangari-
Sebis meTodika. firma afasebs yvela Semosavals, romlebic mi-
Rebulia mocemuli momxmareblidan da gamoaklebs yvela mas-
Tan dakavSirebul xarjebs (sawarmoo da sadistribucio xar-
jebis, momxarebelTan kontaqtis SenarCunebis da misi momsa-
xurebis yvela danaxarjebis CaTvliT). es exmareba firmas
klientebis klasificirebaSi rentabelobis sxvadasxva kate-
goriis mxiedviT: platinis klientebi (yvelaze xelsayreli),
oqros klientebi (xelsayreli), rkinis klientebi (mcire renta-
belobis, magram sasurveli) da tyviis (araxelsayreli da ara-
sasurveli) klientebi. firmis menejerebis amocanaa marke-
tinguli resursebis brZnulad gankargva, rkinisa da oqros
klientebis klasis amaRleba, agreTve tyviis klientebis Sem-
cireba an maTi gadaqceva rentabelur klientebad (maTTvis
fasis momateba an xarjebis Semcireba maT momsaxurebaze).
momxmareblebi firma-mimwodeblebidan moelian da yvela-
ze metad afaseben kargi xarisxis saqonelsa da momsaxurebas.
Tu firma miiswrafvis SeinarCunos mogebis maRali done (ren-
tabeloba), igi valdebulia gamoiyenos xarisxis marTvis qmedi-
Ti sistema. xarisxis sayovelTao (kompleqsuri) marTva yvela
organizaciuli procesis saqonlisa da servisis xarisxis uw-
yveti amaRlebis saerTo organizaciuli meTodia, xarisxi aRia-
rebulia momxmarebelTa loialobis saukeTeso garantiad,
Zlier iaraRad konkurentebTan brZolaSi da erTaderT sa-
Sualebad myari zrdisa da Semosavlebis SenarCunebisTvis.
msoflio bazrebze konkurentunariani saqonlis warmoebis
stimulirebam praqtikaSi danerga jildoebis miniWeba, rom-
lebic gadaecemoda yvelaze xarisxiani produqciis mwarmoe-
bel firmebs. 1951 wels iaponiaSi xarisxisaTvis pirvelad da-
wesda e. demingis saxelobis (statistikis dargSi amerikeli
specialistis, romelmac wamoayena idea xarisxis gaumjobe-
sebis Sesaxeb da warmoadgina misi gaumjobesebis meTodolo-
gia) erovnuli jildo. e. demingis naSromebi gaxda safuZveli
xarisxis marTvis sistemis bevri meTodikisaTvis. 1980 ww. Sua
periodSi dawesebul iqna m. boldrijis (amerikis mTavrobis
vaWrobis yofili ministris) erovnuli premia (aSS) xarisxis
dargSi. kriteriumebi, romelTa mixedviT eniWeboda es jildo,
moicavda Svid mimarTulebas: momxmarebelze orientireba da
misi moTxovnilebebis dakmayofileba, Sedegebi xarisxisa da
warmoebis dargSi, xarisxis marTva, adamianiseuli resursebis

149
ganviTareba da menejmentis srulyofa, strategiuli dageg-
mva xarisxis dargSi, informacia da analizi, umaRlesi donis
menejerebis liderobis SesaZleblobebi (maxasiaTeblebi). am
premiis laureatebi gaxdnen kompaniebi _ FedEX, Custom Rese-
arch. otelebis qseli Ritr-Carlion da sxv.
evropuli jildo xarisxisaTvis dawesebul iqna 1993 wels
xarisxis kontrolis evropis fondisa da xarixxis evropis or-
ganizaciis mier. iseve rogorc amerikis erovnuli premia, igi
eniWeba firmebs, romlebic aRweven maRal maCveneblebs gansaz-
Rvruli kriteriumebiT: lideris unarebi, adamianiseuli re-
sursebis marTva, politika da strategia, resursebi, proce-
sebi, TanamSromlobis dakmayofileba, momxmarebelTa dakmayo-
fileba, zemoqmedeba sazogadoebaze, biznesis warmarTvis Se-
degebi. miuxedavad imisa, rom evropam daagviana jildoebis
daweseba xarisxis dargSi, igi gaxda saerTaSoriso, mTel msof-
lioSi aRiarebuli xarisxis standartebis ISO 9000 Seqmnis ini-
ciatori, romelTa meSveobiT xdeba saqonlis warmoebis, pro-
duqciis testirebis, personalis swavlebis, dokumentaciis
warmoebis da defeqtebis gansazRvris reglamentireba. ISO
9000 xarisxis sertifikaciis miRebis procesi moicavs yovel
6 TveSi xarisxis auditoruli Semowmebis Catarebas, romelic
xorcieldeba ISO (standartebis saerTaSoriso organizaciis)
rwmunebuli eqspertis mier.
mWidro kavSiri arsebobs produqciisa da momsaxurebis xa-
risxs, momxmareblis dakmayofilebasa da firmis mogebis do-
nes (rentabelobas) Soris. xarisxis maRali donis miRweva gana-
pirobebs momxmarebelTa dakmayofilebis xarisxis amaRlebas
saqonelze Zviri fasebis SenarCunebisa da (xSirad) xarjebis
Semcirebisas. amrigad, xarisxis amaRlebis programebis reali-
zacia pozitiur zemoqmedebas axdens firmis rentabelobis
maCveneblebze, e. i. arsebobs korelaciuri kavSiri produqci-
is xarisxsa da mogebis dones Soris.
mTel msoflioSi aRiarebuli xarisxsis kontrolis ameri-
kis sazogadoebis gansazRvriT, rogorc aRiniSna, xarisxi pro-
duqtis an momsaxurebis Tvisebebisa da maxasiaTeblebis erTia-
nobaa, romelic emyareba maT unars daakmayofilos gamocxade-
buli an nagulisxmevi moTxovnilebebi. mocemuli gansazRvris
safuZvelia momxmarebelTa interesebi. Tu produqcia an mom-
saxureba akmayofilebs an aRemateba momxmareblis molodins,
mwarmoebeli uSvebs xarisxian saqonels. firma, romelic ak-
mayofilebs momxmareblebis molodinTa umravlesobas, miC-
150
neulia xarisxis firmad. magram unda gairkves gansxvaveba Se-
sabamiss xarisxsa da mis dones _ SedarebiT xarisxs Soris.
`mersedesis~ markis avtomobilis gayidvisas momxmarebels sTa-
vazoben sxva markis avtomanqanebTan SedarebiT ufro karg xa-
risxs: igi ufro gamZlea, aqvs ufro maRali siCqare, ufro xan-
grZlivi da a. S.
marketingis menejerebi, romlebic orientirebuli arian
firmis xarisxze, unda miiRon aqtiuri monawileoba xarisxis
miRwevis strategiisa da politikis CamoyalibebaSi. isini mo-
wodebuli arian uzrunvelyon marketingis xarisxi. marke-
tingis TiToeuli funqcia _ bazris kompleqsuri gamokvleva,
saqonlis asortimentis formireba (dagegmva), gasaRebis sti-
mulireba da sxv., unda Sesruldes zedmiwevniT xarisxianad.
marketingis specialistebis (marketerebis) saqmianoba exma-
reba firmas gansazRvros da warudginos miznobriv bazars
(momxmareblebs) maRalxarisxiani nawarmi da momsaxureba
ramdenime mimarTulebiT:
¾ maTi ZiriTadi movaleobaa gadaxdisunariani moTxovni-
lebis (moTxovnisa) da myidvelTa moTxovnebis swori
identifikacia;
¾ marketingis specialistebma sworad unda daiyvanon pro-
duqtis Semqmnelebamde momxmarebelTa molodini;
¾ isini mowodebuli arian gaakontrolon SekveTebis swo-
rad da droulad gaformeba;
¾ unda Semowmdes miiRes Tu ara myidvelebma aucilebeli
instruqciebi da teqnikuri daxmareba produqtis gamo-
yenebisas;
¾ marketerebi pasuxismgebeli arian momxareblebTan kav-
Sirebis SenarCunebaze saqonlis gayidvis Semdegac;
¾ isini valdebuli arian moaxdinon produqciis da mom-
saxurebis gaumjobesebis Sesaxeb myidvelTa Sexedule-
bebis akumulireba da maTi dayvana firmis Sesabamis
qvedanayofebamde.
mxolod yvela am pirobaTa Sesrulebisas marketingis spe-
cialistebs SeuZliaT Seitanon TavianTi, gansakuTrebuli
wvlili marketingis menejmentSi, romlis upirvelesi amocanaa
xarisxisa da momxmarebelTa dakmayofilebis procesis yo-
velmxrivi marTva.

151
 daskvnebi

1. myidvelebi miiswrafvian SesaZeni saqonlis faseulobis

maqsimizaciisaken myidvelis, rogorc momxmareblis arCe-
vans, ganapirobebs saqonlis mosalodneli faseuloba. mom-
xmareblebi amjobineben im firmis produqcias, romelic
maTi azriT sTavazobs yvelaze ukeTesad aRqmul faseulo-
bas, romelic ganisazRvreba rogorc sxvaoba momxmareb-
lisTvis saqonlis saerTo faseulobasa da mis saerTo
xarjebs Soris. amitom saqonlis mwarmoebeli cdilobs an
gazardos myidvelisTvis saqonlis saerTo faseuloba an
Seamciros misi saerTo xarjebi.
2. momxmareblis dakmayofileba, rogorc wesi, unda moxdes
produqtis maxasiaTeblebis da myidvelis molodinis gaT-
valiswinebiT. vinaidan dakmayofilebis xarisxi iwvevs myid-
velTa loialurobis amaRlebas, bevri firma miiswrafvis
momxmarebelTa moTxovnilebebis sruli gajerebisaken,
rac maT aniWebs konkretul upiratesobas. aseTi firmebis
struqtura, politika da organizaciuli kultura orien-
tirebulia momxmareblebisTvis faseulobis SeTavazebasa
da maT dakmayofilebaze.
3. faseulobis Seqmnis sistema gansazRvravs firmis saqmia-
nobis cxra strategiulad mniSvnelovan saxeobas. Zlieri
firmebi mniSvnelovan yuradRebas uTmoben biznesis xuTi
mTavari procesis menejments: axali produqtebis damuSa-
vebis procesi, materialuri-teqnikuri maragis marTvis
(logistikis) procesi, momxmarebelTa SeZenisa da SenarCu-
nebis procesi `SekveTa-anazRaurebis~ procesi da servi-
sis procesi. maTi efeqtiani menejmenti ganapirobebs sa-
qonlis warmoebisa da gavrcelebis yvela rgolis _ ned-
leulis mimwodeblebidan sacalo vaWrobamde _ mWidro
TanamSromlobis marketinguli sistemis Seqmnas. Tanamed-
rove etapze konkurencia xdeba ara firmebs Soris, aramed
marketingul saqmian sistemebs Soris.
4. axali saqonlis Seqmna bazarze warmatebis sakvanZo sakiTxia.
axali ideebis Zieba, axali produqciis nimuSebis aTviseba,
bazris testireba da masze gasvla axali saqonliT _ yo-
velive es warmoadgens firmis marketinguli sasaqonlo
politikis umniSvnelovanes nawils.
5. xelsayrel momxmarebelTa dakargva arsebiT gavlenas ax-
dens mogebis miRebaze, amitom firmebma Tvalyuri mudmivad

152
 unda adevnon myidvelTa mizidvisa da `gandgomilebis~ maC-
veneblebs. dakarguli SemkveTebis (myidvelebis) dabruneba
didmniSvnelovani marketinguli saqmianobaa; xSirad xarje-
bi maT mizidvaze arsebiTad naklebia, vidre danaxarjebi axa-
li myidvelebis `dapyrobaze~. amasTan xarjebi axali momxma-
reblis mizidvaze xuTjer maRalia, vidre danaxarjebi aq-
tualur myidvelTa dakmayofilebaze. momxmarebelTa Se-
narCunebisTvis gadamwyveti mniSvneloba aqvs partniorul
urTierTobaTa marketings. gamoyofen momxmareblebTan
urTierTobaTa damyarebasa da ganviTarebaSi investiciebis
xuT sxvadasxva dones _ sabazo, reaqtiuli, sapasuxismgeb-
lo, proaqtiuri da partnioruli marketingi. momxmareb-
lebTan urTierTkavSiris ganmtkicebas xels uwyoben fi-
nansuri sargeblianobis gadideba, socialuri kavSirebis
ganmtkiceba da firmis stuqturuli kavSirebis ganviTa-
reba.
6. xarisxis marTva yvela organizaciuli procesis, saqonlisa
da servisis xarisxis permanentuli amaRlebis saerTo orga-
nizaciuli meTodia. xarisxi produqtis an momsaxurebis
Tvisebebisa da maxasiaTeblebis nakrebia, romlebic emya-
rebian maT unarebze daakmayofilon gamocxadebuli an na-
gulisxmevi moTxovnilebebi. marketingis menejerebma mo-
nawileoba unda miiRon totaluri xarisxis strategiisa
da taqtikis CamoyalibebaSi; isini agreTve pasuxs ageben
rogorc marketingis, aseve firmis saqonlis xarisxis donee-
bisaTvis.

153
 Tavi 6. samomxmareblo da saqmiani
bazrebis analizi
6.1. momxmarebelTa qcevaze moqmedi faqtorebi da
motivaciis Teoriebi

marketingis mizania miznobriv myidvelTa (momxmarebelTa)

gadaxdisunariani moTxovnilebis dakmayofileba ukeT, vidre
amas akeTeben konkurentebi. momxmarebelTa qceva rogorc
marketingis sfero swavlobs calkeuli myidvelebis, myid-
velTa jgufebis da organizaciebis mier saqonlis, momsaxu-
rebis, ideis an STabeWdilebaTa amorCevis, SeZenis, gamoyene-
bisa da likvidaciis process TavianT saWiroebaTa da survile-
bis dakmayofilebisTvis. momxmarebelTa Seswavla xels uw-
yobs arsebuli saqonlis (momsaxurebis) srulyofas an axali
saqonlis damuSavebas, fasebis dadgenas, ganawilebis arxebis
gansazRvras, sareklamo mimarTvebis Sedgenas da marketing-
miqsis sxva elementebis damuSavebas. firmebis marketingis
samsaxurebi mudmivad akvirdebian tendenciebs, romlebic
gzas uxsnian axal marketingul SesaZleblobebs.
warmatebuli marketingi moiTxovs mtkice kavSiris damya-
rebas firmasa (kompaniasa) da momxmareblebs Soris. xolisti-
kuri marketinguli orientaciis arseboba gulisxmobs mom-
xmareblis srul gagebas _ maTi yoveldRiuri sazrunavebisa
da cvlilebebis yovelmxriv ganxilvas, romlebsac aqvT adgili
mTeli cxovrebis gzaze. momxmarebelTa srulyofili, Rrma
gageba aZlevs SesaZleblobas kompaniebs iyvnen darwmunebu-
li imaSi, rom isini sTavazoben saWiro saqonels saWiro mom-
xmareblebs saWiro xerxiT.
kompaniis marketingis samsaxurma srulad unda gaicnobi-
eros momxmarebelTa qcevis praqtikuli da Teoriuli Tavi-
seburebebi. 6.1 cxrilSi warmodgenilia saintereso faqtebi,
romlebic axasiaTeben amerikel momxmarebels.
momxmareblis qceva yalibdeba mravali kulturuli, so-
cialuri da pirovnuli faqtorebis zemoqmedebiT; amasTan mo-
cemul procesSi gadamwyveti roli ekuTvnis kulturul faq-
torebs. CamoTvlili faqtorebidan umniSvnelovanesia momxma-
reblis kultura, misi mikuTvneba gansazRvruli subkultu-
risa da socialuri klasisTvis. kultura individis survile-
bisa da qcevis ganmsazRvreli faqtoria, romlis aTviseba xdeba
bavSvobidan ojaxSi da sxva sazogadoebrivi institutebis (fa-
154
seulobaTa nakrebi, aRqmisa da upiratesobaTa stereotipebi)
meSveobiT. amerikeli bavSvi izrdeba sazogadoebaSi, sadac gan-
sakuTrebiT fasdeba swrafva miznis miRwevisken, warmateba,
aqtiuroba, efeqtianoba da praqtikuloba, mudmivi moZraoba
win, materialuri komforti, individualizmi, Tavisufleba,
kargi janmrTeloba, kacTmoyvareoba. am mxriv, samwuxarod,
saqarTveloSi jerjerobiT saTanado pirobebi ar aris Seq-
mnili. saamiso pirobebis Sesaqmnelad saWiroa demokratia.

cxrili 6.1
amerikeli momxmareblis almanaxi

piradi higienis sagnebi

¾ fulis Tanxa momxmarebelze gaangariSebiT _ daxarjuli saqonel-
sa da momsaxurebaze, romelic dakavSirebulia pirad higienasTan
1999 w. $408
kvebis produqtebi
¾ kvebis produqtebze saSualo wliuri danaxarjebi erT ojaxze
1999 w. $5031
¾ kvercxis moxmareba mosaxleobis erT sulze 2000 w., cali 258; ya-
vis moxmareba (marcvlis ekvivalentiT) mosaxleobis erT sulze
1999 w. funti : 10
kveba saxlis gareT
¾ mozrdili mosaxleobis procenti, romelic regularulad ikvebe-
ba saxlis gareT : 44%
¾ kvebisaTvis yvelaze popularuli Tve da dRe : agvisto, SabaTi
saReWi rezini da tkbileuli
¾ saSualo statistikuri amerikeli weliwadSi moixmars 300 saReW
rezins
¾ Rvino (mosaxleobis erT sulze galonebSi) safrangeTi : 16,1. aSS
: 2,1
msubuqi avtomobilebi da msubuqi satvirTo manqanebi
¾ avtomobilebis eqsploataciis saSualo xangrZlivoba aSS-Si
2000 w. : msubuqi avtomobilebi _ 8,3 weli; satvirTo _ 6,9 weli
¾ amerikuli saojaxo meurneobis procenti, romlebic floben sam
da met satransporto saSualebas, 2000 w. : 21%; 2 satransporto
saSualeba : 42%; erTi satransporto saSualeba : 31%; ara aqvT
satransporto saSualeba : 6%
turizmi da cxovreba sastumroebSi
¾ 100 milze met manZilze mgzavrobis saSualo raodenoba 1 kacze
weliwadSi : 3,9
¾ RameTa raodenoba, romelsac saSualo statistikuri atarebs sas-
tumroSi weliwadSi : 3,3
samomxmareblo eleqtronika (SeRwevis procenti)
¾ videomagnitofoni : 93%; personaluri kompiuteri : 61%

155
umavTulo telefonebi
¾ amerikel avtomoyvarulTa procenti, romlebsac aqvT telefo-
ni manqanaSi : 54%
¾ amerikul saojaxo meurneobis procenti, romlebic floben fi-
Wur telefonebs : 59%
¾ maTgan umavTulo telefoniT sargeblobs satransporto saSuale-
bis marTvis dros : 73%

TiToeuli kultura Sedgeba calkeuli subkulturebisa-

gan, romlebic adamians aZleven SesaZleblobas ufro srulad
gaigivdes msgavs individebTan da maTTan mWidro urTierToba
iqonios. subkulturebi yalibdeba erovnul, religiur, rasob-
riv da geografiul niadagze; zogierTi maTgani dominirebs,
rac bazris mniSvnelovani segmentebis Seqmnis safuZvelia. es
unda gaiTvaliswinos mwarmoeblebma marketinguli programe-
bis dagegmvisas. marketinguli kvlevis Catarebis Sedegad
vlindeba, rom reklama, romelic orientirebulia masobriv
bazarze, yovelTvis rodia misaRebi sxvadasxva eTnikuri da
demografiuli `niSebisaTvis~. amitom warmoiSva mravalkul-
turuli marketingi, romelic mniSvnelovania saqarTvelos pi-
robebSi, vinaidan Cveni qveyana ganekuTvneba mravaleTnikur
qveyanas.
TiToeuli Tanamedrove sazogadoeba praqtikulad iyofa
socialur fenebad. xSirad gvxvdeba sazogadoebis dayofa so-
cialur klasebad, romelic agebulia gansazRvruli ierar-
qiiT _ erTgvarovani, stabiluri sazogadoebrivi jgufebi,
gaerTianebebi msgavsi faseulobebiT, interesebiTa da qce-
viT, erT-erTi cnobili modelis Tanaxmad, aSS mTeli sazoga-
doeba iyofa Svid klasad:
1. umdablesi umdablesi klasi;
2. umaRlesi umdablesi klasi;
3. muSa klasi;
4. saSualo klasi;
5. umaRlesi saSualo klasi;
6. umdablesi umaRlesi klasi;
7. umaRlesi umaRlesi klasi.
socialuri klasis warmomadgenlebs gaaCniaT saerTo war-
modgenebi sxvadasxva saqonlisa da savaWro markebis arCevisas,
tansacmlis, saojaxo avejis da avtomobilis CaTvliT. amasTan
socialuri klasebisaTvis damaxasiaTebelia gansxvavebuli
upiratesobaTa miniWeba, magaliTad, masobrivi informaciis
saSualebebisaTvis: umaRlesi kalsis wevrebi arCevans akeTeben
156
wignebsa da Jurnalebze, xolo wevrebi umdablesi klasisa _
mTel saRamos atareben televizorebis ekranebis winaSe. ufro
metic, gansxvaveba arsebobs masobrivi informaciis erTi saxis
sazvrebSic, magaliTad, telexedvaSi: saSualo kalsi amjobi-
nebs axal ambebsa da mxatvrul filmebs, xolo umdablesi klasi
_ sasporto gadacemebs. socialuri klasebi xasiaTdebian
enobrivi gansxvavebebis arsebobiTac, rac aucilebelia gaTva-
liswinebul iqnes sareklamo produqciis Seqmnisas.
kulturul faqtorebTan erTad momxmareblis qcevaze gav-
lenas axdenen iseTi socialuri faqtorebi, rogoricaa refe-
rentuli jgufebi, ojaxi, socialuri rolebi da statusi. re-
ferentuli jgufi Sedgeba im adamianebisagan, romlebic axde-
nen pirdapir (piradi kontaqtisas) an irib gavlenas individis
urTierTobaze raimes mimarT da mis qcevaze. jgufebi, romle-
bic adamianze axdenen pirdapir gavlenas, iwodebian wevrobis
jgufebi. wevrobis jgufebi SeiZleba iyvnen pirveladi (ojaxi,
megobrebi, mezoblebi, kolegebi muSaobaSi) da meoradi (pro-
fesiuli koleqtivebi, religiuri da profkavSiruli gaerTia-
nebebi, romlebic Seqmnilia formalur safuZvelze; adamianis
urTierToba maT monawileebTan atarebs ufro formalur da
periodul xasiaTs).
referentuli jgufebi mniSvnelovan gavlenas axdenen indi-
vidze sami rakursiT mainc: maT SeuZliaT ubiZgon adamians qce-
visa da cxovrebis stilis Secvlisaken; gavlenas axdenen indi-
vidis ganwyobasa da mis warmodgenaze sakuTari Tavis Sesaxeb;
SeuZliaT zemoqmedeba moaxdinon konkretuli saqonlisa da sa-
vaWro markebis arCevaze.
Tu saqonlis mwarmoeblebi da savaWro markebis mflobelebi
waawydebian referentuli jgufebis Zlier zemoqmedebas, auci-
lebelia gavlenis SesaZlo meTodebis gamoyeneba liderTa az-
rze. liderTa azrSi moiazrebian individebi, romlebic ara-
formalur saubarSi mosaubres aZleven rCevebs an informacias
konkretul saqonelze an sasaqonlo kategoriaze (romeli mar-
ka ukeTesia an rogor iqnes gamoyenebuli esa Tu is saqoneli).
firmis marketingis samsaxurebi cdiloben gansazRvron (Seis-
wavlon) liderTa azri da swavloben maT demografiul da fsi-
qografiul maxasiaTeblebs, masobrivi informaciis romel sa-
xeebs aniWeben isini upiratesobas. gamokvlevaTa Sedegebis sa-
fuZvelze liderebisTvis miRebuli monacemebis mixedviT mu-
Savdeba specialuri sareklamo mimarTvebi. aSS-Si kompaniebi,
romlebic specializdebian tansacmlis warmoebaze (iseTebi,

157
rogoricaa Hot Topic) da imedovneben moipovon axalgazrdebis-
Tvis saqonlis cvalebadi da modis mimdevari bazris dadebiTi
ganwyobileba.
ojaxi sazogadoebaSi yvela arsebuli erTeulidan umniS-
vnelovanesi `samomxmareblo erTeulia~, xolo ojaxis wevrebi
Seadgenen yvelaze gavlenian pirvelad referentul jgufs.
momxmareblis (myidvelis) cxovrebaSi ganasxvaveben ojaxebis
or saxes. damrigebeli (maorientirebeli) ojaxi Sedgeba indi-
vidis mSoblebisa da misi naTesavebisagan. masSi yalibdeba re-
ligiuri rwmena, ganisazRvreba individis sasicocxlo miznebi,
siyvarulis grZnoba. Tu adamiani mSoblebTan SedarebiT iSviaT
urTierTobaSia, maTi gavlena mis qcevaze SeiZleba darCes mniS-
vnelovani; gansakuTrebiT arsebiTia gavlena im qveynebSi, sa-
dac mSoblebi tradiciulad cxovroben erT ojaxad mozrdil
SvilebTan erTad. amave dros damrigebeli ojaxis gavlena met-
wilad iribi xasiaTisaa. pirdapir gavlenas momxmareblis qceva-
ze axdens misi damoyvrebuli (danaTesavebuli) ojaxi _ col-
qmari da Svilebi.
firmis marketingis samsaxuri upirveles yovlisa swavlobs
ojaxis wevrebis rols da maT gavlenas erTmaneTze saqonlisa
da momsaxurebis SeZenis procesSi. aSS-Si meuRleebis monawile-
oba yidvis procesSi tradiciulad damokidebulia saqonlis
saxeze. coli, rogorc wesi, asrulebs wamyvani myidvelis rols,
rodesac saqme exeba kvebis produqtebs, saojaxo wvrilmanebs
(1000 wvrilmani) da tansacmels. amJamad tradiciuli myidve-
lobiTi rolebi ganicdian cvlilebebs, amitom marketingis po-
ziciidan gonivruli iqneba SesaZlo miznobriv myidvelebad
rogorc mamakacebis, aseve qalebis ganxilva. rodesac saqme
exeba Zvirfasi saqonlisa da momsaxurebis _ avtomobilebis,
turistuli sagzurebis an sacxovrebeli binis yidvas _ mamaka-
cebisa da qalebis umravlesoba gadawyvetilebas Rebulobs er-
Tad. sul izrdeba qalebis aqtiuri roli biznesSi. msxvilma sa-
vaWro qselma Radio-Shark Corporatin-ma daiwyo maRaziis menejere-
bad qalebis aqtiurad miReba. amJamad susti sqesis warmomad-
genlebi aRniSnuli kompaniis yoveli meSvide maRaziis saTa-
veSia. aRsaniSnavia isic, rom izrdeba bavSvebis roli saoja-
xo gadawyvetilebaTa miRebis procesSi yidvebTan dakavSire-
biT. pirdapir gavlenas ganekuTvneba survilebi an moTxovnebi,
magaliTad, `wavideT McDonald's-Si. iribi gavlena niSnavs, rom
mSoblebma kargad ician TavianTi bavSvebis sayvareli markebi,
saqoneli da survilebi da maTTvis iZenen yvelafers maTi
158
Txovnis gareSec. erT-erTma gamokvlevam aCvena, rom axla Tine-
ijerebi gacilebiT aqtiurad exmarebian TavianT mSoblebs av-
tomobilis, audio/viddeo mowyobilobis, turistuli mogzau-
robis adgilis arCevisas. marketingis samsaxuri iyenebs nebis-
mier SesaZlo komunikaciur arxs, rom moicvas sabavSvo audi-
toria. am mxriv didi roli akisria televizias.
sicocxlis ganmavlobaSi adamiani monawileobs mravali
jgufis _ ojaxis, klubis, sxvadasxva organizaciis saqmianoba-
Si. misi pozicia TiToeul jgufSi ganisazRvreba Sesasrulebe-
li roliTa da statusiT. roli es aris moqmedebaTa nakrebi,
romelTa Sesrulebas elodebian adamianisagan misi garemocvis
pirebi. TiToeul rols Seesabameba gansazRvruli statusi.
kompaniis vice-prezidenti marketingis dargSi flobs ufro
maRal statuss, vidre gayidvebis menejeri; Tavis mxriv, meneje-
ris statusi ufro maRalia kompaniis rigiT mosamsaxuresTan
SedarebiT. Cveulebrivad adamianebi yiduloben saqonels, ro-
melic ganamtkicebs maT socialur statuss. amitom kompaniebis
prezidentebi amjobineben satransporto saSualebad `Merce-
des~, Zvirfas tansacmels da ZviradRirebul Rvinoebs. Zalian
mniSvnelovania, rom marketingis samsaxurma gaicnobieros sa-
qonlisa da savaWro markis statusis simbolod qceva (gardaq-
ceva).
momxmarebelTa (myidvelTa) gadawyvetilebaze gavlenas
axdenen maTi piradi maxasiaTeblebi: asaki da misi ojaxis sasi-
cocxlo ciklis etapi; muSaoba da ekonomikuri mdgomareoba;
xasiaTis Taviseburebebi da TviTaRqma; cxovrebisa da faseu-
lobis stili. imasTan dakavSirebiT, rom mocemul maxasiaTe-
belTa mniSvnelovani nawili uSualo gavlenas axdenen momxma-
reblis qcevaze, marketingis samsaxurma gansakuTrebuli yu-
radReba unda miaqcios piradmaxasiaTeblebs. maT Soris didi
mniSvneloba aqvs cxovrebis stils _ adamianis yofierebis
formas, romelic gamoixateba mis saqcielSi, interesebsa da Se-
xedulebebSi. cxovrebis stili asaxavs `adamians mTlianad~ mis
urTierTmoqmedebaSi garemocvasTan. marketingis samsaxuri
cdilobs gamoavlinos kavSiri kompaniis produqciasa da indi-
videbis jgufebs Soris, romlebic gaerTianebulni arian cxov-
rebis stiliT. cxovrebis stili bevrad damokidebulia imaze,
Tu rogor SezRudvebs ganicdis momxmarebeli: finansurs Tu
droiT SezRudvebs. kompaniebi, romlebic miiswrafvian moemsa-
xuron finansurad SezRudul momxmareblebs, bazarze gaitanen
ufro iaf saqonels da momsaxurebas. muSaobs ra swored aseTi

159
jgufis momxmareblebTan, Wel-Mart gaxda umsxvilesi kompania
msoflioSi. momxmareblebi, romlebic ganicdian drois defi-
cits, gadadian `mravalamocanian~ cxovrebis wesze, e. i. ori
an meti saqmis erTdoulad ganxorcielebaze. maTTvis dro
fulze mniSvnelovania. Texas InstrumentaLs kompaniam ganaxorcie-
la konceptualuri proeqti, romelmac miiRo saxelwodeba
`WANDA~, romelic iSifreba rogorc `umavTulo TanaSemwe~
nebismier qselSi. mowyobiloba SesaZleblobas aZlevs gamomye-
nebels erTdroulad ilaparakos fiWvuri telefoniT, imuSa-
os internetiT umavTulo SeerTebiT `Wi-Fi~ da erTdroulad
gamoiyenos periferiuli mowyobiloba `Bluetooth~ oqmis mixed-
viT.
momxmareblebis mier misaReb gadawyvetilebebze agreTve
gavlenas axdenen sabazo faseulobebi _ mrwamsebis sistema,
romlebic safuZvlad edeba adamianis qcevas da mis ganwyobas.
sabazo faseulobebi ramdenadme ufro Rrmaa, vidre qceva; isi-
ni gansazRvraven adamianis arCevansac da survilebsac. marke-
tingis samsaxuri, romelic axdens momxmarebelTa segmentire-
bas (tipologias) sabazo faseulobaTa gansxvavebis principiT,
gamodis im wanamZRvarebidan, rom igi Rebulobs SesaZleblobas
gavlena moaxdinos momxmareblis qcevaze.
droTa ganmavlobaSi adamiani ganicdis mraval moTxovnile-
bas. zogierT maTgans gaaCnia biogenuri buneba, warmoiSoba ada-
mianis organizmis gansazRvruli fiziologiuri mdgomareobis
_ SimSili, wyurvili, temperaturuli diskomfortis pirobeb-
Si. sxva moTxovnilebaTa buneba ufro fsiqologiuria, fsiqo-
logiuri diskomforti iseTi mdgomareobis Sedegia, rogori-
caa individis moTxovnileba aRiarebaze, pativiscemasa an su-
lier siaxloveze. adamianTa moTxovnilebis didi nawili ar mo-
iTxovs dauyovnebliv dakmayofilebas. im SemTxvevaSi, rodesac
moTxovnileba xdeba sakmaod intensiuri, rom aiZulos adamiani
imoqmedos, igi gardaiqmneba motivad. fsiqologebma daamuSaves
adamianis motivaciis ramdenime ZiriTadi koncefcia. sami yve-
laze cnobili maT Soris aris zigmund froidis, abraham mas-
lous da frederik hercbergis Teoriebi, romlebSic mocemu-
lia momxmarebelTa qcevis sxvadasxva ganmarteba.
didi fsiqologi z. froidi varaudobda, adamianebi metwi-
lad ver acnobiereben fsiqologiur Zalebs, romlebic xel-
mZRvaneloben maT qcevas, da amrigad maT ver ZaluZT gaerkvnen
TavianTi moqmedebebis motivaciaSi. rodesac momxmarebeli
swavlobs saqonlis calkeul markebs, igi yuradRebas aqcevs
160
ara marto maT ZiriTad maxasiaTeblebs, aramed naklebad Sesam-
Cnev detalebsac. saqonlis forma, zoma, wona, feri, markis sa-
xelwodeba da masala iwveven gansazRvruli asociaciebs da
emociebs. adamianis mier saxelmZRvanelo motivebi iZlevian Se-
saZleblobas ganisazRvros meTodika, romelic cnobilia `ki-
bis~ saxelwodebiT. am meTodikis gamoyenebiT marketingis sam-
saxurs eZleva SesaZlebloba daadginos, momxmareblis motive-
bis romel donezea misTvis yvelaze mizanSewonili apelireba.
motivaciis Tanamedrove mkvlevarebi (marketologebi) misde-
ven (mihyvebian) tradiciul freidistul interpretacias.
fsiqologi mecnieri a. maslou Seecada aexsna, ratom Seig-
rZnobs individi sxvadasxva moTxovnilebebs sxvadasxva dros.
ratom xarjavs did dros erTi adamiani imaze, rom daicvas Tavi
yovelgvari gare saSiSroebebisagan, xolo meore adamiani miis-
wrafvis iqiTken, rom daimsaxuros garemocvis pativiscema?
amas a. maslou xsnis imiT, rom adamianiseul moTxovnilebaTa
sistema agebulia ierarqiuli wesiT maTi mniSvnelobis Sesaba-
misad: fiziologiuri moTxovnilebebi, moTxovnileba usaf-
rTxoebaze, socialuri moTxovnilebebi, moTxovnilebebi pati-
viscemasa da TviTaqtualurobaze (nax. 6.1). individi pirvel
rigSi cdilobs daikmayofilos yvelaze saarsebo moTxovnile-
bebi. rodesac kmayofildeba es moTxovnileba, adamiani miis-
wrafvis momdevno mniSvnelobis moTxovnilebis dakmayofile-
bisaken. magaliTad, mSier adamians _ ar ainteresebs siaxleebi
xelovnebis samyarodan (moTxovnileba 5), rogor gamoiyureba
sazogadoebis TvalebSi (moTxovnileba 3 an 4). ramdenad sufTa
haeriT sunTqavs igi (moTxovnileba 2). magram rodesac mas eqne-
ba sakmarisi saWmeli da sasmeli, wina planze gadmova Semdgomi
mniSvnelobis moTxovnilebebi.
f. hercbergi motivaciis orfaqtoriani Teoriis avtoria,
romlis Sesabamisad adamianis ukmayofileba da misi dakmayofi-
leba ganisazRvreba faqtorebis ori jgufiT. imisaTvis rom
yidva Sedges, arasakmarisia ukmayofilebis faqtorebis ara-
seboba _ saWiroa dakmayofilebis faqtorebis arseboba. ma-
galiTad, kompiuteris garantiis uqonloba SeiZleba gaxdes
ukmayofilebis faqtori. magram SeZenili teqnikis remontis
valdebulebaTa arseboba ar aris dakmayofilebis faqtori an
motivi, romelic ubiZgebs momxmarebels yidvisken, vinaidan ga-
rantia ar aris am SemTxvevaSi dakmayofilebis ZiriTadi wyaro.
aseTi faqti SeiZleba iyos eqspluataciaSi kompiuteris simar-

161
tive. aRniSnuli faqtorebi gansazRvraven kidevac myidvelis
mier ama Tu im saqonlis arCevas.

nax. 6.1. moTxovnilebaTa ierarqia a. maslous mixedviT

6.2. yidvis Sesaxeb gadadwyvetilebis miRebis

procesi

ganxiluli fsiqologiuri procesebi asruleben did rols

imis gagebaSi, Tu rogor Rebuloben momxmareblebi TavianT
gadawyvetilebebs ama Tu im saqonlis yidvis Sesaxeb. firmis
(kompaniis) marketingis samsaxuri aucileblad unda gaerkves
momxmarebelTa qcevis yvela aspeqtSi. 6.2. cxrilSi warmodgeni-
lia sakiTxebis sia, imis Taobaze vin, ras, sad, rodis da ratom
yidulobs. SorsmWvreteli kompaniebi mTel Zalisxmevas axma-
ren imas, rom gaigon, maTi myidvelebi rogor Rebuloben gadaw-
yvetilebas saqonlis yidvis Sesaxeb anu rogor xorcieldeba
yidvis Sesaxeb gadawyvetilebis miRebis procesi. isini euf-
lebian swavlebis, saqonlis arCevis gamocdilebas da mis ga-
moyenebas.
momxmarebeli gaivlis xuT stadias: problemis Secnoba,
informaciis Zebna, variantebis Sefaseba, gadawyvetilebis mi-
Reba yidvis Sesaxeb da qceva yidvis Semdeg. bunebrivia, rom
saqonlis yidvis procesi iwyeba gacilebiT adre saqonlis
uSualo SeZenamde da misi Sedegebi vlindeba xangrZlivi drois
ganmavlobaSi TviT saqonlis SeZenis Semdeg. praqtikaSi mom-
xmareblebi yovelTvis rodi gadian procesis yvela xuTive
stadias. magaliTad, qali, romelic mudmivad iZenda kbilis

162
pastis erTsa da imave markas, yidvis procesi sruldeba infor-
maciis Zebnisa da Sefasebis etapebis gamotovebiT. magram ka-
nonzomieria mecnierTa mier SemoTavazebuli yidvis proce-
sis modeli.
cxrili 6.2
momxmarebelTa qcevis gageba
¾ vin yidulobs Cvens saqonels an momsaxurebas?
¾ vin Rebulobs gadawyvetilebas yidvis Sesaxeb?
¾ vin axdens gavlenas gadawyvetilebaze yidvis Sesaxeb?
¾ vin Rebulobs gadawyvetilebas yidvis Sesaxeb? amasTan vin ro-
gor rols asrulebs?
¾ ras iZens myidveli? rogori moTxovnilebebi unda iqnes dakma-
yofilebuli?
¾ ratom iZenen myidvelebi konkretul brends?
¾ sad midian isini, rom airCion an SeiZinon saqoneli an momsaxureba?
¾ isini rodis yiduloben? aqvT adgili Tu ara sezonur faqto-
rebs?
¾ Cveni saqoneli rogor aRiqmeba myidvelebis mier?
¾ rogoria myidvelTa ganwyoba Cveni saqonlis mimarT?
¾ rogor socialur faqtorebs ZaluZT gavlena iqonion gadawyveti-
lebaze yidvis Sesaxeb?
¾ gavlenas axdens Tu ara myidvelTa stili maT mier misaReb gadaw-
yvetilebebze?
¾ rogor gavlenas axdenen pirovnuli da demografiuli faqtorebi
gadawyvetilebaze yidvis Sesaxeb?

problemis Secnoba

informaciis Zebna

variantebis Sefaseba

gadawyvetilebis
miReba yidvis Sesaxeb

qceva yidvis Semdeg

nax. 6.2. yidvis procesis modeli

163
 rogorc wesi, yidvis procesi iwyeba myidvelis mier prob-
lemis anu moTxovnilebis SecnobiT. moTxovnileba SeiZleba
gamowveuli iyos Siga gamaRizianebliT (SegulianebiT), rode-
sac erT-erTi Cveulebrivi saWiroeba (SimSili, wyurvili, seq-
sualuri moTxovnilebebi) viTardeba Tavis zRvrul donemde
da gardaiqmneba waqezebad. moTxovnileba SeiZleba iyos ini-
cirebuli gare gamRizianebliTac. adamians SeuZlia Sexaro-
des Tavisi mezoblis avtomobils an naxos havais kunZulebze
dasvenebis Sesaxeb satelevizio reklama, romlis Sedegad mas
warmoeSvas azri yidvis SesaZleblobis Taobaze. firmis (kom-
paniis) marketingis samsaxuri unda gaerkves, rogor garemoe-
bebSi xdeba adamianis (momxmareblis) ama Tu im moTxovnilebis
inicireba. am mizniT aucilebelia informaciis miReba momxma-
reblebisagan. am informaciaze (monacemebze) dayrdnobiT, Se-
iZleba damuSavdes marketinguli strategia, romelic mowode-
bulia gamoiwvios interesi momxmareblebSi, rac gansakuTre-
biT sasargebloa araregularulad SesaZeni saqonlis mimarT.
magaliTad, am SemTxvevaSi igulisxmeba fufunebis sagnebi,
turistuli sagzurebi da sxv. marketingis samsaxurma unda
gazardos momxmarebelTa motivacia imisaTvis, rom martivad
waaqezos adamianebi seriozulad dafiqrdnen yidvis ganxor-
cielebis Taobaze.
problemis Secnobis Semdeg momxmarebeli iwyebs damatebiTi
informaciis Zebnas. ganasxvaveben aseTi Zebnis or dones.
zomieri Zebnis Zalisxmevas martivad uwodeben saqonlisTvis
yuradRebis gamaxvilebas. am doneze momxarebeli xdeba ufro
amTvisebeli misTvis saintereso produqciis. ufro intensiu-
ri Zalisxmeva gansazRvravs rogorc informaciis aqtiur
Zebnas. momxmarebeli specialurad eZebs Sesabamis reklamas,
urekavs megobrebs, eZebs informacias internetSi, Sedis maRa-
ziebSi, rom gaigos saqonlis Sesaxeb rac SeiZleba ufro meti.
Zalian didi mniSvneloba aqvs firmis (kompaniis) marketingis
samsaxurisTvis informaciis ZiriTad wyaroebs, romlebsac
mimarTaven momxmareblebi. informaciis wyaroebi iyofa oTx
jgufad:
¾ piradi: ojaxi, megobrebi, mezoblebi, nacnobebi;
¾ komerciuli: reklama, web-saitebi, savaWro warmomad-
genlebi, dilerebi, SefuTva, eqspoziciebi maRaziebSi;
¾ sazogadoebrivi: masobrivi informaciis saSualebebi,
momxmarebelTa organizaciebi;

164
 ¾ piradi gamocdileba: Sexeba, daTvaliereba, saqonlis
gamoyeneba.
informaciis am wyaroebis raodenoba da maTi gavlena momx-
marebelze damokidebulia saqonlis kategoriasa da adamianis
individualur Taviseburebebze. saerTod saqonelze cnobe-
bis did nawils momxmareblebi Rebuloben mwarmoeblebis mier
gamoyenebuli komerciuli wyaroebidan, magram yvelaze efeq-
tian informaciad iTvleba is, romelic Semodis piradi an da-
moukidebeli sazogadoebrivi wyaroebidan. aSS-Si avtomobi-
lebis myidvelebis 40%-ze meti informaciisaTvis mimarTaven
Jurnal `Consumer Reports~, rac mas xdis informaciis umsxviles
wyarod am bazarze. TiToeuli wyaro Taviseburad axdens gav-
lenas adamianis (myidvelis) gadawyvetilebaze yidvis Sesaxeb.
komerciuli wyaroebi mxolod informaciis matarebelia, xo-
lo piradi wyaroebi ganamtkiceben miRebul codnas da iZle-
vian SesaZleblobas mieceT maT Sefaseba. magaliTad, eqimi
xSirad gebulobs axali wamlebis Sesaxeb komerciuli wyaroe-
bidan, magram preparatis SefasebisaTvis Cveulebrivad mimar-
Tavs kolegebs. internetis ganviTarebiT informaciis Zebnis
procesi Seicvala. dRes bazarze arseboben tradiciuli mom-
xmareblebi (romlebic ar axorcieleben yidvas qselSi), kiber-
momxmareblebi (axorcieleben TavianTi yidvebis ZiriTad na-
wils qselSi) da hibriduli momxmareblebi (isini axorcieleben
yidvebs orive wesiT). momxmarebelTa umravlesoba ganekuT-
vneba Sereul tips: Cveulebrivad isini dadian saproduqto
maRaziebSi, magram, aris SemTxvevebi, roca SekveTas aZleven
Reapod-s; isini yiduloben wignebs Barnes&Noble-s maRaziebSi,
magram zogjer maTTvis saintereso literaturis SekveTas
aZleven saitze bn.com. adamianebs winandeburad uyvarT damou-
kideblad SearCion pomidorebi, xeliT Seexon qsovilebs, day-
noson sunamo da ikontaqton erTmaneTTan. imisaTvis, rom dak-
mayofildes hibriduli momxmareblebis moTxovnilebebi, kom-
paniaTa umravlesobam unda imuSaos rogorc tradiciuli, ase-
ve eleqtornuli wesiTac.
mniSvnelovania sakiTxi, Tu momxmarebeli rogor amuSavebs
informacias konkurenti markebis Sesaxeb da rogor afasebs
maT faseulobas. yidvis yvela situaciisaTvis an yvela mom-
xmareblisTvis erTiani damaxasiaTebeli procesi ar arse-
bobs. yovelTvis aris variantebis Sefasebis ramdenime
procesi; amasTan Tanamedrove modelebSi isini ganixileba ro-
gorc orientirebuli uwinares yovlisa Secnobaze: momxma-
165
rebeli msjelobs saqonelze metwilad Segnebulad da racio-
nalurad. momxmareblis mier sxvadasxva markis Sesaxeb in-
formaciis Sefasebis analizi emyareba ramdenime ZiriTad
principebs. jer-erTi, momxmarebeli miiswrafvis zogierTi
moTxovnilebis dakmayofilebisaken; meore, igi eZebs saqonel-
ze gansazRvrul sargebels; mesame, TiToeuli saqoneli gani-
xileba rogorc TvisebaTa erToblioba, romelTaganac Ti-
Toeuli sxvadasxva xarisxiT uzrunvelyofs Ziebul sar-
gebls, myidvelebisTvis saintereso Tvisebebi damokidebulia
konkretul saqonelze. magaliTad:
¾ fotoaparatebi: fokusirebis simkveTre, eqspoziciis
diapazoni, gabariti da fasi;
¾ sastumroebi: adgilmdebareoba, sisufTave, simyudro-
ve, cxovrebis Rirebuleba;
¾ kbilis eleqsiri: feri, efeqtianoba, baqteriociduli
Tvisebebi, fasi, gemo da aromati;
¾ avtomobilis saburavebi: usafrTxoeba, xangrZlivo-
ba. mesazidre maxasiaTeblebi, fasi.
momxmareblebi gamoyofen saqonlis im Tvisebebs, romleb-
sac moaqvT Ziebuli sargebeli. amitom yovelTvis SeiZleba
saqonlis bazris segmentireba TviT saqonlis Tvisebebis Se-
sabamisad, romlebsac aqvT pirvelxarisxovani mniSvneloba
momxmarebelTa sxvadasxva jgufebisaTvis.
saboloo gadawyvetileba yidvis Sesaxeb yalibdeba xuTi
Semadgenlisagan: gadawtvetileba markis Sesaxeb, maRaziis
Sesaxeb, yidvis moculobis Sesaxeb, yidvis drois Sesaxeb
da anazRaurebis wesis Sesaxeb (sakredito baraTiT). yovel-
dRiuri moxmarebis saqonlis yidvas Tan axlavs naklebi rao-
denobis gadawyvetilebaTa miReba da igi moiTxovs nakleb dros
mofiqrebaze. magaliTad, Saqris fxvnilis SeZenisas momxmare-
beli gansakuTrebul yuradRebas ar aqcevs arc gamyidvels,
arc anazRaurebis wess. erT SemTxvevaSi momxmareblebs SeuZ-
liT uari Tqvan yvela SemoTavazebuli markis Sefasebis for-
malur proceduraze; sxva SemTxvevaSi ki zemoTCamoTvlilma
gadawyvetilebebma SeiZleba arsebiTi gavlena moaxdinon yid-
vis Sesaxeb saboloo gadawyvetilebaze.
saqonlis SeZenis momentSi mwarmoeblis muSaoba ar mTavrde-
ba; igi grZeldeba gayidvis Semdgom periodSi. firmis (kompa-
niis) marketingis samsaxurma unda Seiswavlos yidviT momxma-
rebelTa dakmayofilebis xarisxi, maTi moqmedebebi saqonlis
SeZenis Semdeg (momxmareblis qceva yidvis Semdeg) da saqonlis
166
Semdgomi bedi. kmayofileba es aris funqcia, romelic uCve-
nebs momxmareblis molodinebisa da saqonlis realuri fun-
qcionirebis Sesabamisobas. Tu yidva ar Seesabameba amosaval
molodinebs, gamomyenebeli (momxmarebeli) rCeba imedgacrue-
buli, xolo Tu momxmareblis imedebi gaamarTlda, igi Seigr-
Znobs kmayofilebas. Tu saqonlis funqcionireba met siamov-
nebas aniWebs momxmarebels, vidre misi molodini iyo, maSin
momxmarebeli aRfrTovanebulia. myidvelis kmayofilebis xa-
risxzea damokidebuli misi gadawyvetileba gameorebiTi yid-
vis Sesaxeb da mis Sesaxeb gamoZaxilebi megobrebsa da nacno-
bebs Soris. rac ufro metia Seusabamoba molodinebsa da rea-
lobas Soris, miT ufro Zlieria momxmarebelTa ukmayofile-
ba. yidvidan kmayofilebis mniSvneloba miuTiTebs imaze, rom
reklamam unda asaxos saqonlis realuri maxasiaTeblebi.
momxmareblis kmayofileba an imedgacrueba gansazRvravs
mis Semdegom moqmedebebs. Tu igi kmayofilia saqonlis yidviT,
maSin, bunebrivia, SeiZens im saqonels kidev, romelmac misi
molodinebi gaamarTla. gamokvlevam aCvena, rom avtomobil
`Toyota~-s myidvelTa 75% iyo Zalian kmayofili da garkveuli
drois gasvlis Semdeg apirebdnen igive mwarmoeblis axali
modelis yidvas. amasTan dakavSirebiT amboben mwarmoeblebi:
`kmayofili myidveli saukeTeso reklamaa~. rogorc wina TavSi
iyo naCvenebi, myidvelebTan mwarmoeblebis gayidvisSemdgomi
komunikaciebis Sedegad saqonlis maRaziebSi dabrunebisa da
SekveTebis gauqmebis maCveneblebi mcirdeba. mwarmoebelma
unda icodes: momxmarebeli rogor iyenebs mis saqonels da
rogor axdens igi bolos mis utilizacias (nax. 6.3). gayidvebis
sixSireebis gansazRvraSi mTavar rols asrulebs saqonlis
moxmarebis done: rac ufro swrafad moixmaren myidvelebi
saqonels, miT ufro male brundebian isini maRaziaSi axali
yidvis gansaxorcieleblad.
momxmareblis mier gadawyvetilebis miRebis procesi yo-
velTvis rodi viTardeba mkacrad gansazRvruli sqemiT, auci-
lebelia am procesisadmi sxva Teoriebisa da midgomebis gan-
xilvac da maTi gamoyenebis SesaZlo situaciebis Seswavla.
momxmareblebi yovelTvis ver amuSaveben informacias an ver
Rebuloben gadawyvetilebebs mofiqrebulad, racionalurad.
samomxmareblo gamokvlevebis sferoSi erT-erT yvelaze aqti-
urad ganviTarebad mimarTulebas warmoadgens qceviT gadaw-
yvetilebaTa Teoria. am Teoriis farglebSi gamovlenilia mra-
vali sxvadasxva evristikebi da winaswarSedgenili azrebi, rom-

167
lebic damaxasiaTebelia yoveldRiuri samomxmareblo (mom-
xmarebelTa) gadawyvetilebebisaTvis. evristikis cnebaSi moi-
azreba gadawyvetilebaTa miRebis gamartivebuli wesebi. ga-
dawyvetilebaTa miRebis evristikuli wesebi gamoiyeneba ma-
Sin, rodesac momxmareblebi akeTeben sxvadasxva Sedegebis an
movlenebis albaTobis prognozebs momavalSi:

nax. 6.3. gamoyeneba, gankargva da ganSoreba saqonelTan

¾ daSvebulobis (varaudebis) evristika: samomxmareb-

lo prognozi damokidebulia movlenaTa SesaZlo da-
sasrulis konkretuli magaliTebis gaxsenebis siswra-
fesa da simartiveze. magaliTad, Tu gadawyvetilebis mi-
Rebamde momxmarebels gautyda analogiuri saqoneli, ma-
Sin axali yidvis uarisTqmis dajerebulobis albaToba
SeiZleba aRmoCndes gadidebuli da mas eqneba ufro me-
ti midrekileba aanazRauros gafarToebuli garantia;
¾ reprezentatiulobis evristika: momxmarebelTa prog-
nozebi emyareba imas, ramdenad aris gansaxilveli Sedegi
reprezentatiuli an sxva magaliTebis msgavsi. erT-er-
Ti mizezi saqonlis SefuTvis msgavsebis erTsa da imave
kategoriis farglebSi aris is, rom mwarmoeblebs undaT
maTi saqoneli warmoadgendes (daemsgavsos) am katego-
riis sruluflebian warmomadgenlebs;
¾ Ruzisa da koreqtirebis evristika: momxmareblebSi
arsebobs raRac sawyisi azri (aqedan fsiqologiuri ter-
mini `Ruza~), romlis koreqtireba xdeba damatebiTi in-

168
 formaciis gaTvaliswinebiT. magaliTad, mimwodeblebis-
Tvis (momsaxurebis) Zalian mniSvnelovania klientze
(momxmarebelze) kargi pirveli STabeWdilebis moxdena:
STabeWdileba ganmtkicdeba, ise rom momdevno STabeWdi-
lebebis interpretireba moxdeba ufro xelsayrel
Suqze.
aRsaniSnavia, rom marketingis menejerebsac SeuZliaT ixel-
mZRvanelon evristikuli wesebiT da miiRon gadawyvetilebe-
bi winaswarSedgenili azriT.
ibadeba kiTxva: firmis marketingis specialistebma (samsa-
xurma) rogor Seiswavlon yidvis Sesaxeb gadawyvetilebis mi-
Rebis procesi? SeiZleba imis warmodgena, Tu rogor moqme-
debdnen isini TviTon (introspeqciis meTodi). SeiZleba Ca-
tardes ara didi xnis myidvelTa mcire ricxvis gamokiTxva
TxovniT, ram ubiZga maT saqonlis SeZenisaken (retrospeqciis
meTodi), eTxovos momxmareblebs, romlebic gegmaven saqon-
lis yidvas, aRweron yidvis momavlis procesi (perspeqtivis
meTodi) da, bolos, gairkves myidvelebSi, rogor warmoudge-
niaT maT yidvis idealuri procesi (daniSnulebis meTodi).
TiToeul am meTods yidvis procesis stadiebis Sesaqmnel su-
raTSi Seaqvs axali da axali `ferebi~. saqonlis mimarT momxma-
rebelTa qcevis gamokvlevebs uwodeben: momxmarebelTa sis-
temis, myidvelTa saqmianobis ciklis, myidvelTa scena-
ris suraTis Seqmnas. gamokvlevis obieqti SeiZleba iyos mom-
xmarebelTa saqmianobis iseTi saxeebi, rogoricaa, magaliTad,
recxva, qorwilisTvis momzadeba, avtomobilis yidva. magali-
Tad, avtomobilis yidva dakavSirebulia moqmedebaTa masasTan,
manqanis arCevis, yidvisaTvis fulis moZiebis, dazRvevis ga-
formebis, aqsesuarebis yidvis da a. S. CaTvliT.

6.3. organizaciuli Sesyidvebi da maTi marTva

organizaicul Sesyidvebs gansazRvraven rogor gadaw-

yvetilebis miRebis process, romlis mimdinareobisas orga-
nizacia (dawesebuleba) avlens saqonlisa da momsaxurebis SeZe-
nis aucileblobas, afasebs da arCevs konkretul savaWro mar-
kebs da mimwodeblebs. aseTi Sesyidvebi xorcieldeba saqmian
bazrebze. saqmian bazars qmnian kompaniebi (firmebi), rom-
lebic iZenen saqonelsa da momsaxurebas, gamosayeneblebs
sxva saqonlisa da momsaxurebis warmoebaSi, romlebic Sem-
deg iyideba, gaicema arendiT, miewodeba sxva momxmareblebs.
saqmiani bazrebis ZiriTad dargebs ganekuTvnebian: soflis,
169
satyeo meurneoba da meTevzeoba, samTomompovebeli mrewve-
loba, gadamamuSavebeli mrewveloba, mSenebloba, transpor-
ti da kavSirgabmuloba, komunaluri meurneoba, sabanko, sa-
finanso da sadazRvevo saqme, distribucia da momsaxurebis
sfero. organizaciuli Sesyidvebis moculobebi da maTTan
dakavSirebuli fuladi nakadebi saqmian bazarze mniSvnelov-
nad aWarbeben samomxmareblo bazris Sesabamis maCveneblebs.
saqmiani bazari Tavisi maxasiaTeblebiT arsebiTad gan-
sxvavdeba samomxmareblo bazrisagan:
1. myidvelebi ufro msxvilia, magram maTi ricxvi mci-
rea. sawarmoebisaTvis (firmebisaTvis) saqonlis mimwode-
bels saxalxo moxmarebis saqonlis movaWresTan Sedare-
biT saqme aqvs, rogorc wesi, myidvelTa SezRudul ric-
xvTan. magaliTad, Goodyear Tire Company kompaniis da saav-
tomobilo saqonlisa da makompleqtebeli sxva mimwo-
deblebis keTildReoba mTlianad damokidebulia im
SekveTebze, romlebsac isini Rebuloben mxolod aSS
ramdenime umsxvilesi avtomwarmoeblebisagan.
2. mimwodeblebisa da myidvelebis mWidro urTeirTo-
bebi. ramdenadac myidvelTa raodenoba saqmian bazar-
ze SezRudulia, maTi mniSvneloba da gavlena mimwode-
belze izrdeba; rogorc wesi, momxmareblebsa da mwarmo-
eblebs Soris myardeba Zalian mWidro urTierTobebi.
mimwodeblebs xSirad uwevs cvlilebebis Setana gamosaS-
vebn produqciaSi, rom igi Seesabamebodes myidveli sa-
warmos specifikur saWiroebebs; unda SeTanxmdes warmo-
ebis teqnikuri pirobebi da saqonlis miwodebis proce-
dura.
3. profesiuli Sesyidvebi. sawarmoTa saWiroebebisaT-
vis saqonels Seisyidian profesiulad momzadebuli
agentebi, romelTa movaleobebSi Sedis kompaniis Ses-
yidvis politikis midevneba, gansazRvruli SezRudve-
bisa da moTxovnebis dacva. aSS-Si Sesyidvebis bevri
agenti Sesyidvebis menejerebis nacionaluri asociaciis
wevria, romlis mizania Sesyidvebis agentebisa da mene-
jerebis profesiuli statusisa da maTi muSaobis efeq-
tianobis amaRleba. mwarmoeblebma unda warudginon
profesiul myidvelebs aucilebeli teqnikuri infor-
macia produqciisa da misi upiratesobebis Sesaxeb.
4. gavlena gadawyvetilebaze Sesyidvebis Sesaxeb. saq-
miani saqonlis Sesyidvebis procesSi monawileobas Rebu-

170
 lobs kompaniis TanamSromelTa mniSvnelovani ricxvi.
Sesyidvebis jgufSi Sedian teqnikuri eqspertebi, Ses-
yidvebis ganyofilebis warmomadgenlebi da kompaniis
umaRlesi xelmZRvanelobis warmomadgenlebic (gansa-
kuTrebiT roca saqme exeba myidveli kompaniisTvis mniS-
vnelovani produqciis SeZenas).
5. mravalgzisi kontaqtebi savaWro warmomadgenleb-
Tan. ramdenadac Sesyidvebis procesSi CarTulia adami-
anTa didi ricxvi, SekveTis miRebam produqciis (saqon-
lis) miwodebaze SeiZleba moiTxovos mravalgzisi kon-
taqtebi myidveli kompaniis warmomadgenlebTan, xolo
TviT gayidvis cikli ikavebs friad xangrZliv dros. ga-
mokvlevam aCvena, rom saqonlis miwodebaze SekveTis mi-
saRebad saqmiani saWiroebisaTvis savaWro warmomadgene-
li axorcielebs 4-4,5 vizits. rodesac kapitalur mowyo-
bilobas iZenen msxvili proeqtebisaTvis, SemkveTs auci-
lebelad sWirdeba dro investiciebis misazidad, xolo
TviT gayidvis procesi safaso winadadebis miRebis faq-
tidan produqciis miwodebamde xSirad Wianurdeba wle-
bis ganmavlobaSi.
6. moTxovnis warmoebuli xasiaTi. moTxovnileba saqmi-
an produqciaze (saqonelze) ganisazRvreba moTxovniT
samomxmareblo saqonelze. swored am mizeziT samrewve-
lo daniSnulebis saqonlis mimwodeblebi unda daakvir-
dnen saboloo momxmarebelTa qcevas. saqmianma myidve-
lebma gansakuTrebuli yuradReba unda miaqcion iseTi
ekonomikuri maCveneblebis mimdinare da saprognozo
maCveneblebs, rogoricaa warmoebis done, investicie-
bis moculoba, samomxmareblo xarjebi da saprocento
ganakveTi. ekonomikuri dacemis pirobebSi myidveli sa-
warmoebi (firmebi, kompaniebi) amcireben saxsrebis mo-
culobebs, romlebic investirebulia maT mier fabri-
kebSi, mowyobilobasa da materialur maragSi. krizisi
ar aZlevs SesaZleblobas mimwodebel kompaniebs moaxdi-
non arsebiTi zemoqmedeba moTxovnis moculobaze sasa-
qonlo bazrebze. maT SeuZliaT mxolod ibrZolon
moTxovnis wilis SenarCunebis an gadidebisaTvis.
7. moTxovnis fasismieri elastikurobis dabali done
samrewvelo daniSnulebis saqonelze. samrewvelo
daniSnulebis bevr saqonelsa da momsaxurebaze moT-
xovna araealistikuria (fasis cvlileba arsebiT gav-

171
 lenas ar axdens moTxovnis doneze). tyavze fasebis Sem-
cirebisas fexsacmlis mwarmoeblebma saeWvoa Secva-
lon misi Sesyidvis moculobebi, erTnairad rogorc fa-
sebis gadidebisas, manam sanam ar ipovis Sesafer Sem-
cvlel saqonels. moTxovna samrewvelo produqciaze
(saqonelze) gansakuTrebiT araelastikuria mokleva-
dian periodSi, ramdenadac samrewvelo sawarmoebs
(kompaniebs) ar SeswevT unari swrafad ganaxorcielon
cvlilebebi warmoebis teqnologiaSi. moTxovna agreTve
araelastikuria im saqonlis mimarT, romlis Rirebu-
leba umniSvnelo gavlenas axdens saboloo produqtis
warmoebis xarjebis Tanxaze. aseT saqonels ganekuTvne-
ba, magaliTad, fexsacmlis zonari.
8. moTxovnis fluktuacia. samrewvelo daniSnulebis
sqonelsa da momsaxurebaze moTxovna xasiaTdeba zrdis
ufro maRali tempebiT, vidre samomxmareblo saqonelsa
da momsaxurebaze. gansakuTrebiT es exeba moTxovnas
axal sawarmoo mowyobilobaze. sawarmoo mowyobiloba-
ze moTxovnis zrdis tempebi samomxmareblo saqonlis da-
matebiTi partiis gamoSvebisaTvis SeiZleba aRmoCdnen
samomxmareblo moTxovnis zrdis tempebze arsebiTad
maRla. ekonomistebi mocemul damokidebulebas uwo-
deben akseleraciis efeqts. zogjer samomxmareblo
moTxovnis zrda 10%-iT iwvevs moTxovnis zrdas sawar-
moebis mxridan 200%-iT. amave dros samomxmareblo
moTxovnis dacemam 10%-iT, SesaZloa, gamoiwvios mrew-
velobis mxridan moTxovnis sruli gaqroba.
9. myidvelTa geografiuli koncentracia. amerikel
saqmian myidvelTa naxevarze meti koncentrirebulia
Svid StatSi: niu-iorki, kalifornia, pensilvania, ili-
noisi, ohaio, niu-jersi da miCigani. aseTi geografiuli
koncentracia iZleva SesaZleblobas produqciaze Sem-
cirdes fasi. amave dros samrewvelo daniSnulebis saqon-
lis mimwodeblebi Tvalyurs unda adevnebdnen gansaz-
Rvruli dargebis sxva regionebSi gadanacvlebis ten-
denciebs.
10. pirdapiri Sesyidvebi. sawarmoebi (firmebi) amjobine-
ben saqonlis pirdapir mwarmoeblebidan Sesyidvebs Su-
amavlebis gverdis avliT. aseTma praqtikam yvelaze meti
gavrceleba hpova teqnikurad rTuli da Zviri saqon-
lis mimarT (kompiuteruli sistemebi, avialainerebi).

172
 saqmiani Sesyidvebis ganxorcieleba dakavSirebulia firmis
mier gansazRvruli gadawyvetilebebis miRebasTan, romelTa
konkretuli ricxvi damokidebulia Sesyidvebis tipze. saq-
miani Sesyidvebis tipi xasiaTdeba gadasawyveti problemis
sirTuliT, Sesyidvis situaciis siaxliT, pirTa ricxviT, rom-
lebic monawileoben garigebaSi, drois danaxarjebiT. gamo-
yofen Sesyidvebis sam ZiriTad tips: gameorebiTi Sesyidva
cvlilebebis gareSe, gameorebiTi Sesyidva cvlilebebiT da
Sesyidva axali amocanebis gadasawyvetad.
bevri saqmiani myidveli amjobinebs SeiZinos Tavisi prob-
lemebis sistemuri gadawyvetilebebi, e. i. ganaxorcielos Ses-
yidvebi kompletqSi erT mimwodebelTan. am praqtikis dasaw-
yiss, romelmac miiRo sistemuri Sesyidvebis saxelwodeba,
safuZveli Caeyara SeiaraRebaTa da komunikaciuri sistemebis
saxelmwifo SesyidvebiT. mTavroba amjobinebs kontraqtebi
dados generalur menardeebTan, romlebic kisruloben pa-
suxismgeblobas sxvadasxva mwarmoeblebis samuSaoTa koor-
dinaciisaTvis da sistemis Semdgomi CabarebisaTvis `gasaRebis
qveS~. amgvarad, generaluri menarde mTlianad wyvets Semkve-
Tis problemas. sistemuri miwodebebis erT-erTi variantia
sistemuri kontraqtebis dadeba, rodesac mimwodebeli kis-
rulobs valdebulebas uzrunvelyos myidveli yvela masaliT,
romlebic aucilebelia momsaxurebisaTvis, remontisa da Se-
Tavazebuli mowyobilobis eqsploataciisaTvis. kontraqtis
Sesrulebis periodSi mimwodebeli kisrulobs pasuxismgeb-
lobas SemkveTis materialur-teqnikuri momaragebisaTvis
(logistikisaTvis). sistemuri miwodebis meTodi ZiriTadi
marketinguli strategiaa, romelic gamoiyeneba iseTi masSta-
buri samrewvelo proeqtebis damuSavebisas, rogoricaa je-
birebis (dambebis), metalurgiuli qarxnebis, sairigacio sis-
temebis mSenebloba da a. S. axali qalaqebis mSeneblobac ki.
SesyidvebiT ZiriTadad dakavebulni arian Sesyidvebis spe-
cialistebi, maSin rodesac Sesyidvis procesSi axali miznebi-
saTvis monawileoben kompaniis bevri ganyofilebis TanamSrom-
lebi. magaliTad, sawarmoo ganyofilebis muSakebi gansazRvra-
ven aucilebeli saqonlis teqnikur maxasiaTeblebs, xolo Ses-
yidvis agentebi specializdebian mimwodeblis arCevanze. bevr
kompaniaSi iqmneba Sesyidvebis centri. Sesyidvis centri war-
moadgens individebisa da jgufebis erTobliobas, romlebic
monawileoben Sesyidvebis Sesaxeb gadawyvetilebaTa miRebis
procesSi, gaaCniaT saerTo miznebi da inawileben amasTan war-

173
moSobil riskebs. aseT centrs qmnian organizaciis (firmis)
yvela TanamSromlebi, romlebic Sesyidvis Sesaxeb gadawyveti-
lebis miRebis procesSi asruleben erT-erT rols. Sesyidvis
centrSi Cveulebrivad Sedian adamianebi sxvadasxva interese-
biT, uflebamosilebiT, statusiTa da rwmeniT. imisaTvis, rom
saqmianobis swori aqcentebi gakeTdes, Sesyidvis centris mona-
wileebma unda upasuxon Semdeg kiTxvebs: `vin monawileobs
Sesyidvebis Sesaxeb gadawyvetilebis miRebaSi?~, `romel gadaw-
yvetilebebze axdenen gavlenas isini?~ `rogoria am gavlenis
Zala?~ `Sefasebis ra kriteriumebi gamoiyeneba?~
nebismier Semsyidvel organizacias (kompanias) gaaCnia mo-
maragebis Tavisi miznebi, politika, procedurebi, struqtu-
rebi da sistemebi. saqmiani myidvelis stimuli Sesyidvis srul-
yofisaTvis pirdapir proporciulia mis mier miRebul sarge-
belisa da SeZenaze danaxarjebis. marketingis samsaxuris amo-
canaa Seqmnas xelsayreli miwodeba, romelic uzrunvelyofs
miznobrivi myidvelisaTvis sworupovar faseulobas. am samsa-
xurma unda icodes, rogoraa organizebuli Sesyidvebis gan-
yofilebis muSaoba. aseTi ganyofilebebi yiduloben mraval-
ferovan saqonels didi raodenobiT. gamoyofen Sesyidvis oTx
tips: rutinuli saqoneli (SedarebiT iafi saqoneli), mniS-
vnelovani sawarmoo saqoneli (Zviri da Zalian mniSvnelovani
saqoneli), strategiuli saqoneli (kompiuteruli teqnika),
`viwro adgilebi~ (saTadarigo nawilebi, romlebic dakavSire-
bulia riskebTan). bevri menejeri Sesyidvebis dargSi sTvli-
an TavianT muSaobas ara rutinulad, aramed strategiulad,
teqnikurad, sapasuxismgeblod da orientirebuli gundSi
urTierTmoqmedebaze.
`myidveli-mimwodebeli~ urTierTobebis formirebisas moq-
medebs ori urTierTsawinaaRmdegod mimarTuli Zala: saku-
Tari interesebis dacva da sxva mxaris interesebTan Segueba.
vertikalurma koordinaciam SeiZleba xeli Seuwyos myidve-
lisa da gamyidvelis erTsulovnebas, magram amave dros war-
moSvas riski maTi specialuri investiciebisaTvis. specia-
lur investiciebs uwodeben xarjebs, romlebic dakavSire-
bulia konkretul partnior kompaniasTan (firmasTan) faseu-
lobis Seqmnis jaWviT (magaliTad, partniori kompaniis per-
sonalis swavlebaSi, muSa procedurebsa an sistemaSi, mowyo-
bilobaSi). specialuri investiciebi xels uwyoben firmebs
gazardon mogeba da ganamtkicon poziciebi bazarze. magali-
Tad, kompania Xerox mWidrod TanamSromlobda Tavis mimwodeb-

174
lebTan kastomizirebuli procesebisa da komponentebis da-
muSavebisas, romelTa meoxebiT kopirebis (aslis gadamRebi)
teqnikis warmoebaze danaxarjebis Semcireba miRweul iqna 30-
40%-iT. Tavis mxriv, mimwodeblebma miiRes garantiebi gansaz-
Rvruli raodenobis SekveTaze, agreTve Tavisi SemkveTebis
moTxovnilebaTa gaRrmavebul gagebaze da kargad gamoCndnen
Xerox-is winaSe. magram specialuri investiciebi riskis Semc-
velia myidvelisTvisac da mimwodeblisTvisac, ramdenadac es
investiciebi daubrunebadia. myidvels esmis, rom mimwodeb-
lis Secvlis SemTxvevaSi mas mouwevs sagrZnobi danaxarjebi,
xolo mimwodebeli eweva risks Tavisi samomavlo kontraqte-
biT, radgan igi gadaewyo konkretul myidvelze da gauziara
mas Tavisi teqnologiis codna.
im SemTxvevaSi, rodesac myidvelebs uZneldebaT daakvird-
nen mimwodeblebis muSobas, am ukanasknelT SeuZliaT Tavi
aaridon TavianT movaleobaTa Sesrulebas, ekonomia gaswion
Tavis sasargeblod. msgavs `Tavis aridebas SeTanxmebuli mo-
valeobebisagan~ uwodeben oportunizms. magaliTad, 1996
wels kompania Ford-ma axali modelis (Taurus) damuSavebisas mTe-
li es procesi daavala erT mimwodebels (Lear Corporation). man
moawera xeli kontraqts, romelic sxvadasxva mizezebiT ar
Seasrula. Ford-is gancxadebiT, misma partniorma daarRvia va-
debi, ver Seasrula manqanis masisa da fasis moTxovnebi da mi-
awoda kvanZebi, romlebic ar muSaobda. oportunizms gaaCnia
ufro pasiuri formac: cvalebad pirobebTan Seuguebloba an
uaris Tqma aseT Seguebaze. oportunizmis problemaa is, rom
firmebi xarjaven kontrolsa da monitoringze resursebs,
romlebic SeiZleba gamoyenebuli yofiliyo ufro produq-
tiulad. maSin, roca mimwodeblebis oportunizmi atarebs `fa-
rul~ xasiaTs, formaluri xelSekrulebebi ar iZlevian raime
Sedegs. roca mimwodeblis qcevis monitoringi Znelia, agreTve
mimwodebeli ar aris cnobili kargi reputaciiT. saxelSekru-
lebo urTierTobebis nacvlad xSirad iqmneba erToblivi sa-
warmoebi.
is, rac aRiniSna komerciuli organizaciebis sferoSi (biz-
nesis sferoSi) momxmarebelTa (myidvelTa) qcevis Sesaxeb, Zi-
riTadad misaRebia instituciuri da saxelmwifo organizaci-
ebis praqtikisTvisac, magram aucilebelia isntituciuri da
saxelmwifo bazrebis Taviseburebebis ganxilva. instituciuri
bazari moicavs skolebs, saavadmyofoebs, cixeebs da sxva da-
wesebulebebs, romlebic mowodebulni arian uzrunvelyon
175
saqonliTa da momsaxurebiT maT mzrunvelobaze myofi adamia-
nebi. magaliTad, saavadmyofosTvis kvebis produqtebis Sesyid-
va ar aris mimarTuli mogebis miRebaze da igi Sedis saavadmyo-
fo servisis saerTo paketSi. ar SeiZleba ZiriTadi mizani iyos
xarjebis minimizaciac, vinaidan pacientebi iqnebian ukmayofi-
lo kvebis dabali doniT, rac zians miayenebs saavadmyofos
reputacias. amerikis saavadmyofos Sesyidvebis agentma unda
iqonios kontaqtebi kvebis produqtebis mimwodeblebTan sa-
xelmwifo dawesebulebebisaTvis. rogorc wesi, maT mier Se-
moTavazebuli produqtebi Seesabameba gansazRvrul standar-
tebs, xolo TviT produqtebis fasebis done dabalia. kvebis
produqtebis mimwodeblebis umravlesoba qmnis specialur
ganyofilebebs instituciuri myidvelebisaTvis, romelTa Ta-
namSromlebi iTvaliswineben klientTa specifikur moTxov-
nilebebsa da Taviseburebebs. amitom imisaTvis, rom Sesrul-
des amerikis saavadmyofoebis, kolejebisa da cixeebis speci-
fikuri moTxovnebi, kompania Heinz awarmoebs da fuTavs (afa-
soebs) maTTvis Tavis ketCubs sxvanairad, videre sxva myidve-
lebisaTvis, da awesebs ufro mcire fass. analogiurad xdeba
sxva produqtebis SemTxvevaSi.
bevr qveyanaSi saxelmwifo dawesebulebebi warmoadgenen
saqonlisa da momsaxurebis umsxviles myidvelebs. Cveuleb-
rivad aseTi organizaciebi deben kontraqts imaTTan, vinc yi-
dis Tavis produqts minimalur fasebSi. Tu saqme exeba rTul
proeqtebs, romlebic saWiroeben xarjebs mecnierul kvle-
vebze da didi riskebisagan dacvaze da sxva, saxelmwifo da-
wesebulebebs SeuZliaT molaparakeba kontraqtis specialur
pirobebze. amerikis mTavroba yovelwliurad Seisyidis saqo-
nelsa da momsaxurebas daaxloebiT $200 miliardi Tanxis ode-
nobiT.

daskvnebi

1. momxareblis (myidvelis) qcevaze gavlenas axdens faqto-

rebis sami jgufi: kulturuli (kultura, subkultura da
socialuri klasi), socialuri (referentuli jgufebi,
ojaxi, roli da statusi), pirovnuli (asaki, ojaxis sasi-
cocxlo ciklis etapi, saqmianobis saxe, ekonomikuri mdgo-
mareoba, cxovrebis wesi, xasiaTis Taviseburebebi da Tvi-
TaRqma). yvela am faqtoris gamokvleva SesaZleblobas aZ-
levs firmis marketingis samsaxurs iqonios warmodgena ima-

176
 ze, rogor ufro efeqtiania myidvelTa mizidva da momsaxu-
reba.
2. myidvelis qcevaze gavlenas axdens oTxi mTavari fsiqolo-
giuri procesi: motivacia, aRqma, swavleba da mexsiereba.
3. imisaTvis, rom gairkves, momxmareblebi rogor Rebuloben
gadawyvetilebebs yidvis Sesaxeb, aucilebelia ganisazRv-
ros, vin SeiZens saqonels da miiRebs monawileobas arCevan-
Si. adamiani SeiZleba iyos yidvis iniciatori, axdendes gav-
lenas saboloo arCevaze, Rebulobdes gadawyvetilebas yid-
vis Sesaxeb, iZendes saqonels an iyenebdes mas. TiToeuli
am rolis Semsrulebelze SeiZleba mimarTuli iyos sxva-
dasxva marketinguli programebi.
4. yidvis tipuri procesi Sedgeba Semdegi etapebisagan: prob-
lemis gacnobiereba, informaciis Zebna, variantebis Sefa-
seba, yidvis Sesaxeb gadawyvetilebis miReba da qceva yid-
vis Semdeg. mwarmoebelma firmam unda gaigos, momxmareb-
lebi rogor iqcevian TiToeul am stadiaze.
5. organizaciuli Sesyidvebi es aris gadawyvetilebis miRe-
bis procesi, romlis msvlelobaSi organizacia avlens sa-
qonlisa da momsaxurebis SeZenis aucileblobas da pou-
lobs, afasebs da arCevs konkretul savaWro markebs da mim-
wodeblebs. saqmiani bazari Sedgeba kompaniebisagan, rom-
lebic iZenen saqonelsa da momsaxurebas, gamoyenebuls sxva
saqonlisa da momsaxurebis warmoebaSi, romlebic Semdgom
iyideba, gaicema arendiT da miewodeba sxva momxmareblebs.
6. samomxmareblo bazarTan SedarebiT saqmiani bazari gan-
sxvavdeba msxvil myidvelTa mcire ricxviT. urTierTobebi
mimwodeblebsa da myidvelebs Soris ufro mWidroa, xolo
momxmarebelTa geografiuli koncentraciis xarisxi maRa-
lia.
7. kompaniis Semsyidvel centrs qmnis TanamSromlebis jgufi,
romlebsac gaaCniaT Sesyidvis Sesaxeb gadawyvetilebis
miRebis uflebamosileba. am jgufSi Sedian Sesyidvis ini-
ciatorebi, gamomyeneblebi, isini, vinc gavlenas axdenen ga-
dawyvetilebaze, isini, vinc mas Rebuloben, isini, vinc mas
iwoneben, sakuTriv myidvelbi.
8. Sesyidvis procesi Sedgeba rva etapisagan, romlebsac Ses-
yidvis fazebs uwodeben: 1) problemis gacnobiereba; 2) moT-
xovnilebaTa ganzogadoebuli aRwera; 3) saqonlis speci-
fikaciis Sedgena; mimwodeblebis moZebna; miwodebaTa moT-

177
 xovna; 4) mimwodeblis arCeva; SekveTis Sesrulebis speci-
fikacia; 5) mimwodeblis muSaobis Sefaseba.
9. mimwodebelma kompaniebma unda daamyaron mWidro urTier-
Tobebi Tavis myidvelebTan (momxmareblebTan), mudmivad
miscen maT SesaZlebloba damatebiTi faseulobis SesaZenad.
magram ar SeiZleba imis daviwyebac, rom zogierTi myidveli
amjobinebs ufro formalur saqmian urTierTobebs.
10. instituciur bazars qmnian skolebi, saavadmyofoebi,
cixeebi da sxva dawesebulebebi, romlebSic mowodebulni
arian uzrunvelyon saqonliTa da momsaxurebiT adamianebi,
romlebic imyofebian maT mzrunvelobaze. saxelmwifo da-
wesebulebebi rogorc saqonlisa da momsaxurebis myidve-
lebi mimwodeblebidan saWiroeben saqaRaldo muSaobis
did moculobas; gadawyvetilebebi Sesyidvebis mniSvne-
lovani nawilis Sesaxeb miiReba Ria vaWrobebze, romlebzec
privilegiuri mdgomareoba ukaviaT erovnul kompaniebs.
mimwodeblebi mzad unda iyvnen Secvalon TavianTi miwode-
bebi instituciur da saxelmwifo bazrebze Sesyidvebis Ca-
tarebis moTxovnilebebisa da meTodebis Sesabamisad.

178
 Tavi 7. bazris segmentireba da miznobrivi
segmentis arCeva

7.1. bazris segmentirebis doneebi da niSnebi

bazrebi araerTgvarovania. firmas, romelic muSaobs msxvil

da Tavisi struqturiT mravalferovan bazarze, ar SeuZlia
Sevides kontaqtSi yvela myidvelTan. myidvelebi, rogorc
wesi, gansxvavdebian erTmaneTisagan mravali parametriT da
xSirad isini SeiZleba danawildnen jgufebad (segmentebad) ama
Tu im maxasiaTeblebis Sesabamisad. bazris danawilebas seg-
mentebad garkveuli parametrebis Sesabamisad uwodeben seg-
mentirebas. firmam (kompaniam) unda gansazRvros, romeli seg-
mentebis momsaxurebas SeZlebs efeqtianad. gadawyvetilebaTa
miReba am SemTxvevaSi moiTxovs momxmarebelTa qcevisa da una-
rebis yovelmxriv codnas. xSirad organizaciebi (firmebi) cdi-
loben miaRwion warmatebas imave sabazro segmentebze, rom-
lebzec funqcionireben maTi mravalricxovani konkurente-
bi da amasTan iviwyeben bazris ufro xelsayrel segmentebs.
bevri kompania konkurentunarianobis amaRlebis mizniT ir-
Cevs miznobriv marketings. marketingul ZalisxmevaTa daq-
saqsvis nacvlad, isini axdenen maT koncentrirebas momxmare-
belTa jgufze, romelTa moTxovnilebis dakmayofilebis alba-
Tobis done yvelaze maRalia. miznobrivi marketingis Tanax-
mad kompaniam unda gadadgas sami mniSvnelovani nabiji:
¾ myidvelTa (momxmarebelTa) sxvadasxva jgufebis identi-
ficireba da Seswavla, romlebic dainteresebulni arian
sxvadasxva saqonliT anu marketing-miqsiT (bazris seg-
mentireba);
¾ bazris erTi an ramdenime segmentis arCeva momsaxure-
bisaTvis (bazris miznobrivi segmentebis arCeva);
¾ TiToeul miznobriv segmentSi momxmareblebamde infor-
maciis dayvana kompaniis miwodebis damaxasiaTebeli sar-
geblis Sesaxeb (sabazro pozicireba).
am TavSi ganixileba pirveli ori sakiTxi, pozicirebis sa-
kiTxi ki - me-8 TavSi.
mizanSewonilia bazris segmentireba (segmentacia) daiwyos
masobrivi marketingidan. masobrivi strategiis mimdevari
mwarmoebeli firma (kompania) axorcielebs erTi saqonlis ma-
sobriv warmoebas, masobriv gasaRebas da bazarze win wawevas
yvela myidvelisTvis (momxmareblisTvis). henri fordi war-
179
matebiT iyenebda mocemul strategias Savi feris `Ford-T~ avto-
mobilebis miwodebisas. amis magaliTad gamodgeba agreTve kom-
pania `Coca-Cola~, romelic mravali wlis ganmavlobaSi yidis
sasmelebs 0,33 litr moculobis boTlebSi. ZiriTadi daskvna
masobrivi marketingis sasargeblod aris is, rom am midgomi-
sas yalibdeba maqsimalurad SesaZlo potenciuri bazari. ma-
Sasadame, mcirdeba warmoebis xarjebi da fasebi saqonelze,
xolo mwarmoebeli igebs mogebis moculobis gadidebis xar-
jze. magram zogierTi analitikosis azriT, reklamis saSua-
lebebisa da saqonlis gavrcelebis arxebis mravalferovneba
arTulebs unificirebuli marketingis gamoyenebas. zogier-
Ti analitikosi amtkicebs, rom masobrivi marketingi kvdeba.
araferia gasakviri imaSi, rom sul ufro meti kompania uars
ambobs masze da mimarTavs mikromarketings oTxi donidan
erTs _ segmentis, `niSis~, lokaluri regionis an individua-
lur doneze.
bazris segmenti myidvelTa jgufia, romlebsac gaaCniaT
msgavsi moTxovna da survilebi. magaliTad, avtomobilebis
myidvelTa (momxmarebelTa) erTi jgufi miiswrafvis SeiZinos
transportis iafi saSualeba, sxvebs ki surT flobdnen gada-
adgilebis Zvirfas (saucxoo) saSualebas, xolo mesame nawili
eZebs araCveulebriv SegrZnebebs avtomobilis tarebisagan.
ar unda iqnes areuli cnebebi bazris `segmenti~ da `seqtori~.
magaliTad, saavtomobilo kompanias SeuZlia orientireba
axalgazrda myidvelebze Semosavlis saSualo doniT. prob-
lema is aris, rom axalgazrda adamianebisTvis SeZlebis saSua-
lo doniT aucilebelia sruliad sxvadasxva avtomobili: erT
nawils _ Zvirfasi avtomobilebi, sxvebs, piriqiT, iafi avto-
mobilebi. myidvelTa (momxmarebelTa) mocemuli jgufi war-
moadgens sabazro seqtors da ara segments.
firmebi (kompaniebi) ar qmnian bazris segmentebs; maTi amo-
canaa segmentebis identificireba da imis gadawyveta, romel
segments (segmentebs) moemsaxuron. marketingi sabazro seg-
mentSi, rogorc wesi, gansxvavdeba masobrivi marketingisagan.
kompanias SeuZlia Seqmnas saqoneli an momsaxureba, Tavisi
funqciuri da fasismieri maxasiaTeblebiT, romlebic Seesa-
bameba miznobrivi bazris moTxovnebs. mas eZleva SesZlebloba
ufro zustad `aawyos~ Tavisi marketinguli saqmianoba konku-
rentebis moqmedebaTa Sesabamisad. meore mxriv, segmenti nawi-
lobriv fiqciaa, radgan myidvelebidan aravin flobs zustad
Tanxvedr moTxovnilebebsa da survilebs. amitom savsebiT

180
samarTlianad mouwodeben marketingis specialistebs warmo-
udginon ara standartuli, aramed moqnili sabazro miwodebe-
bi sabazro segmentis yvela warmomadgenels.1
moqnili sabazro miwodeba moicavs saerTo gadawyvwe-
tilebasa (saqonlisa da momsaxurebis elementebi, romleb-
sac gaaCniaT faseuloba segmentis yvela wevrisaTvis) da da-
matebiT ofcionebs, romlebic warmoadgenen faseulobas
zogierTi subieqtebisaTvis. magaliTad, aviakompania Delta Airli-
nes sTavazobs ekonomklasis yvela mgzavrs adgilsa da gamag-
rilebel sasmelebs. damatebiT momsaxurebas ganekuTvneba
spirtiani sasmelebi. cnobilia segmentebis gansazRvris mra-
vali wesi. erT-erTi yvelaze gavrcelebuli meTodia bazris
dayofa momxmarebelTa survilebis (upiratesobis micemis)
Sesabamisad. magaliTad, nayinis myidvelebs ori markis nayini-
dan ufro romeli moewoneba gemovnebiTi Tvisebebisa da kon-
sistenciis TvalsazrisiT. miRebuli pasuxebis safuZvelze
yalibdeba upiratesobis micemis sami struqtura: erTnairi
struqtura (nayinis arsebuli markebi sargebloben erTnairi
moTxovniT), gafantuli (daqucmacebuli) struqtura (erTnai-
ri struqturis sapirispiro, myidvelebis gemovneba arsebi-
Tad gansxvavebulia) da klasteruli struqtura (erTnairi
struqturis zusti jgufebis gamovlena _ bazris bunebrivi
segmentacia).
sabazro `niSa~ momxmarebelTa ufro viwro jgufia. mar-
ketingis specialistebi Cveulebrivad gamoyofen `niSas~ seg-
mentis qvesegmentebad dayofis gziT. sabazro `niSebis~ mim-
zidveloba ganisazRvreba Semdegi maxasiaTeblebiT:
¾ `niSis~ myidvelebs gaaCniaT moTxovnilebaTa gansazRv-
ruli nakrebi;
¾ isini mzad arian gadauxadon meti fasi im kompanias, ro-
melic sxvebze ukeTesad daakmayofilebs maT moTxov-
nebs;
¾ albaToba imisa, rom konkurenti kompaniebi yuradRebas
miaqceven swored am `niSas~, mcirea;
¾ viwro specializaciis Sedegad firma Rebulobs saSua-
lebaTa gansazRvrul ekonomias;
¾ sabazro segmentebi sakmaod farToa da Cveulebrivad
izidavs ramdenime konkurents, xolo `niSebi~ friad mci-
rea, da amitom masSi operirebs erTi-ori firma.

1
Котлер Ф., Келлер К. Л, dasax. wigni, gv. 268.
181
 sabazro `niSaSi~ marketingis ganviTarebas xels uwyobs
globalizacia. magaliTad, germaniaSi 300 aTasze meti mcire da
saSualo sawarmoa (kompaniaa). isini TavianT saqmianobas war-
marTaven zustad gansazRvrul globalur `niSebSi~, xolo baz-
ris maTi wili xSirad aRemateba 50%-s.
lokaluri marketingis safuZvelia specialuri marke-
tinguli programebi, romlebic mimarTulia ama Tu im regio-
nis myidvelTa jgufis moTxovnilebaTa dakmayofilebaze (maga-
liTad, savaWro centris an mcire maRaziis momsaxurebis zona).
amerikis Citibank TiToeuli konkretuli raionis mcxovrebTa
demografiuli maxasiaTeblebis mixedviT Tavis filialebSi
sTavazobs momsaxurebis sxvadasxva nakrebs. kompania Kraxt exma-
reba supermarketebs SearCion yvelis asortimenti da ganala-
gon daxlze imgvarad, raTa optimizebul iqnes am produqtis
gayidva didi, saSualo da mcire Semosavlebiani myidvelis
cxovrebis raionebSi, agreTve raionebSi mosaxleobis sxva-
dasxva eTnikuri SemadgenlobiT. lokaluri marketingi asa-
xavs mzard tendencias, romelsac uwodeben sityvier marke-
tings Cveulebrivi momxmareblebis doneze (Gressrots marketing).
aseTi marketingis amocanaa daexmaron kompanibs dauaxlov-
dnen TiToeul myidvels (momxmarebels) imdenad, ramdenadac
es SesaZlebelia. ike kompanias sawyisi warmateba bevrad ganpi-
robebuli iyo swored misi unariT miipyros myidvelTa yu-
radReba sityvieri marketingis daxmarebiT. igi mdgomareobda
saskolo gundebis sponsorul mxardaWeraSi, saswavlo semina-
rebis Catareba specialistebis monawileobiT, tansacmlis,
fexsacmlisa da sxva sasporto ekipirebis gadacemaSi. loka-
luri, sityvieri marketingis mniSvnelovani nawili SeiZleba
daxasiaTdes rogorc empiriuli marketingi, anu STabeWdi-
lebaTa marketingi. misi daxmarebiT xorcieldeba saqonlis win
waweva, romelic emyareba ara marto mis Taviseburebebs, ara-
med agreTve kompaniis mier myidvelisTvis unikaluri da sa-
intereso STabeWdilebebis organizacias. STabeWdilebaTa
martketingis idea mdgomareobs ara imaSi, rom raime gaiyi-
dos, aramed imaSi, rom moaxdinos demonstrireba, Tu rogor Se-
uZlia brends gaamdidros myidvelTa cxovreba. amasTan erTad
marketologebi amtkiceben, rom msoflio imyofeba `STabeW-
dilebaTa ekonomikis~ _ `axali ekonomikuri eras mijnaze~,

182
romlis pirobebSi kompaniebma unda moawyon TavianTi myidve-
lebisaTvis (momxmareblebisavis) raime samaxsovro movlenebi.1
segmentirebis ukanasknel doneze ganixilaven `erTi ada-
mianis segments~, `kastomizirebul marketings~ anu `persona-
lur marketings~. dRes momxmareblebi ufro xSirad iCenen ini-
ciativas imis gansazRvraSi, ra da rogor iyidon. isini ecnobian
internetSi informacias saqonelsa da momsaxurebis Sesaxeb.
bevri onlainuri kompania sTavazobs Tavis myidvelebs `Choi-
ceboard~ _ interaqtiur sistemas, romelSic maT SeuZliaT Ta-
vianTvis gansazRvron saqoneli an momsaxureba sxvadasxva
komponentebis, Tvisebebis, fasebis da miwodebis (mitanis) pi-
rovnebis SerCeviT. SekveTa igzavneba pirdapir sawarmos sis-
temaSi, xolo iq ukve brunvas materialur-teqnikuri momara-
gebis (logistikis), awyobisa da mitanis `borblebi~. aRniSnul
sistemaSi marketologebi xedaven nabijs firmis `kastomeri-
zaciisaken~ _ mis orientacias individualur momxmarebelze.
kostomerizacia aerTianebs saqonlis ekonomikurad efeq-
tian masobriv adaptacias da personalur marketings, ise rom
momxmareblebi Rebuloben SesaZleblobas daamuSavon saqo-
neli da momsaxureba TavianTi Sexedulebisamebr. firmas (kom-
panias) ufro ar sWirdeba gaSlili informacia myidvelis Se-
saxeb, rogorc ar sWirdeba sakuTari sawarmoo simZlavreebic.
igi mxolod `arendaSi gascems~ damuSavebis saSualebebs, sTava-
zobs `platformas~ da `kidul mowyobilobas~. kompania kos-
tomerizebulia maSin, rodesac mas SeuZlia daakmayofilos
calkeuli myidvelebis (momxmareblebis) moTxovnilebebi Tavi-
si saqonlis, momsaxurebis kostomizaciisa da informaciul
SetyobinebaTa gziT. TiToeulma kompaniam TviTon unda gadaw-
yvitos, ra aris misTvis xelsayreli: moemsaxuros segmentebs
Tu individualur momxmareblebs. isini, vinc amjobineben seg-
mentirebas sTvlian, rom aseTi midgoma ufro racionaluria,
moiTxovs informaciis nakleb moculobas myidvelebis Sesaxeb
da uzrunvelyofs sabazro miwodebaTa did standartizacias.
individualuri marketingis momxreebi segmentebs miiCneven
fiqciad. maTi azriT, e. w. `segmentebis~ warmomadgenlebi Za-
lian gansxvavdebian erTmaneTisagan, xolo individualuri
midgoma uzrunvelyofs ramdenadme ufreo sizustisa da efeq-
tianobis maRal dones.

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 271.
183
 bunebrivia, rom kostomizacia ar aris xelsayreli yvela
firmisTvis: magaliTad, saavtomobilo mSeneblobaSi kasto-
mizaciis gamoyeneba ar aris martivi. mas SeuZlia saqonlis Ri-
rebulebis gazrda imdenad, rac ar awyobs myidvels. agreTve
aucilebelia aRiniSnos, rom zogierTma myidvelebma ar ician,
ra sWirdebaT maT, manam sanam, ar dainaxaven saqonels TavianTi
TvalebiT. klientebs (myidvelebs) ar SeuZliaT gaauqmon ga-
cemuli SekveTa mas Semdeg, rac kompania Seudga mis Sesrule-
bas. miuxedavad amisa, kastomizacia warmatebiT gamoiyeneba
zogierTi saqonlis mimarT. 7.1 naxazze1 warmodgenilia kom-
paniebis magaliTebi, romlebic iyeneben marketingis kasto-
mizacias.
`CUMINS~. kompania `cumins~ (aSS) agzavnis vitaminebis, samkurnalwam-
lo mcenareebisa da mineralebis nakrebebs, romelTa Sedgeniloba
ganisazRvreba momxmareblebis mier. kompaniis specialistebs SeuZ-
liaT Seazavon sami an xuTi `individualuri tableti~ 95 ingredien-
tebamde. idea martivi da mimzidveli: `ratom unda ylapo aTeulo-
biT sxvadasxva tableti, Tu SeiZleba miiRo sul sami tableti, rom-
lebic Seicaven aTeulobiT komponentebs Tqveni arCeviT?~
`PARIS MIKI~ kompania `Paris Miki~ (iaponia), msoflioSi erT-erTi um-
sxvilesi saTvaleebiTa da umsxvilesi optikuri saqonliT sacalo
vaWrobis kompania, iyenebs cifruli fotografis meTods. klienti
irCevs saTvaleebis sasurvel tips _ sasporto, eleganturi, tra-
diciuli sistema sTavazobs sxvadasxva variants. saTvalis CarCos
garda aq SeiZleba SeirCes sxva komponentebi. saTvale mzaddeba erTi
saaTis ganmavlobaSi.
`RS~. programis _ `Seqmeni Tavisi saqorwilo beWedi~ daxmarebiT
myidvelebs SeuZliaT Seadginon sakuTari unikaluri dizaini 189
unikaluri kombinaciebisagan (Zvirfasi qvebisagan da sxv.). mza beWe-
dis SeZena SeiZleba DeBers-s adgilobriv warmomadgenelTan.
`CHEMSTATION~. ohaios StatSi ganlagebuli kompania sTavazobs Ta-
vis saqmian partniorebs konkretuli SemkveTis mixedviT damuSavebul
sarecxi saSualebebis formulebs. kompaniis savaWro agentebi modian
SemkveTebTan da agroveben informacias konkretuli teqnikuri da
saeqsploatacio pirobebis Sesaxeb. qimiuri laboratoriidan da ga-
mosacdeli poligonebidan Semosuli informacia inaxeba monacemTa
centralizebul bazaSi, romelic dakavSirebulia rogorc laborato-
riasTan, aseve 40 qarxanasTan, romlebic ganlagebulia qveynis sxva-
dasxva nawilebSi. kompiuterebiT marTuli mowyobiloba amzadebs
narevs, romelic Seesabameba TiToeuli konkretuli SemkveTis moT-
xovnilebebs.
nax. 7.1. marketingis kastomizaciis magaliTebi

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 274.
184
 samomxmareblo bazrebis segmentirebisaTvis Cveulebri-
vad gamoiyeneba cvladebis (faqtorebis) ori ZiriTadi jgufi.
mkvlevarTa (marketingTa) nawili ayalibeben segmentebs momxma-
reblis (myidvelis) maxasiaTebelTa safuZvelze, rodesac ga-
nisazRvreba segmentebis geografiuli, demografiuli da fsi-
qografikuli niSnebi, Semdeg vlindeba gansxvavebani moTxov-
nilebebSi da analizdeba TiToeuli maTganis reaqcia saqo-
nelze. magaliTad, marketologebs SeuZliaT gamoikvlion
`profesionalebis~ da sxva socialuri jgufebis urTierToba.
sxva mkvlevarebi ayalibeben segmentebs momxmareblebis sa-
qonlis SeZenisagan mosalodnel sargebelTan, saqonlis ga-
moyenebis wesebTan, agreTve sxvadasxva savaWro markebTan da-
mokidebulebis safuZvelze. segmentebis CamoyalibebiT, mar-
ketologebi aanalizeben kavSirebis arsebobas momxmareblebis
sxvadasxva maxasiaTeblebsa da maTi saqonelTan urTierTo-
bas Soris. magaliTad, ganisazRvreba myidvelTa wre, romle-
bic miiswrafvian saqonlis kargi xarisxisa da misi mcire fa-
sisaken, jgufisken, romelic gaerTianebulia geografiuli,
demografiuli Tu fsiqografikuli niSnebiT.
segmentireba geografiuli niSniT gulisxmobs bazris da-
nawilebas sxvadasxva geografiul erTeulebad: saxelmwifo,
olqi, regioni, qalaqi, raioni. kompaniam unda miiRos gadaw-
yvetileba muSaobis mizanSewonilebis Sesaxeb erT an ramde-
nime regionSi an kidev mTlianad bazarze. amasTan aucilebe-
lia gaTvaliswinebul iqnes mocemuli regionebis mosaxleo-
bis Taviseburebebi, ramdenadac maTi mcxovrebTa moTxovni-
lebebi SeiZleba arsebiTad gansxvavdebodes. regionuli mar-
ketingi sul ufro niSnavs myidvelTa dayofas klasterebad
safosto indeqsebis mixedviT. bevri kompania gansazRvravs
Tavis myidvelTa adgilmdebareobas kartografiuli progra-
muli uzrunvelyofis daxmarebiT. magaliTad, sacalo vaWro-
bis maRaziis myidvelebs SeuZliaT icxovron misgan 10 wuTiani
siarulis radiusSi, rac iZleva SesaZleblobas amaRldes ko-
munikaciebis efeqtianoba. zogjer kompaniis myidvelebze
(momxmareblebze) ufro sruli informaciis misaRebad aer-
Tianeben geografiul da demografiul monacemebs.
segmentireba demografiuli niSnis mixedviT niSnavs
bazris dayofas sxvadasxva jgufebad iseTi cvlilebis (faq-
torebis) Sesabamisad rogoricaa asaki, ojaxis sidide, misi
sasicocxlo cikli, sqesi, Semosavlis done, saqmianobis saxe,
ganaTleba, religiuri rwmena, erovnuloba da sxv. demogra-

185
fiuli cvladebi ganekuTvneba yvelaze xSirad gamoyenebul
faqtorebs segmentirebaSi. maTi popularobis erT-erTi mize-
zia is, rom moTxovnilebebi, survilebi da saqonlis moxmare-
bis intensivoba mWidro kavSirSia upirveles yovlisa demog-
rafiul cvladebTan. amave dros demografiuli faqtorebis
gaTvaliswineba ufro advilia, vidre sxva faqtorebis umrav-
lesobisa. miznobrivi bazris maxasiaTeblebis Sedgenisas, ro-
gorc wesi, aucilebelia gamokvleul iqnes momxmarebelTa pi-
rovnebis Taviseburebebis kavSiri demografiul maxasiaTeb-
lebTan, rom ganisazRvros miznobrivi bazris sidide da wesebi,
romlebic uzrunvelyofen bazarze yvelaze efeqtian SeRwevas.
bazris segmentirebis mravalferovani faqtorebidan erT-
erTi mniSvnelovania segmentireba fsiqografiuli niSnis mi-
xedviT. fsiqografia mecnierebaa, romelic Seiswavlis da ax-
dens momxmarebelTa stilis klasificirebas. fsiqografiku-
li segmentirebisas myidvelebs yofen jgufebad cxovrebis
wesisa da pirovnebis Taviseburebebis mixedviT. erTi demogra-
fiuli jgufis warmomadgenlebs SeiZleba gaaCndeT sxvadas-
xva fsiqografikuli maxasiaTeblebi. cxovrebis stilis erT-
erT yvelaze popularul klasifikacias fsiqografikuli mid-
gomis safuZvelze warmoadgens sqema `VALS~, anu `saSulebani
da cxovrebis stili~, romelic aRiarebulia msoflioSi ro-
gorc fsiqografikuli segmentirebis sistema. `VALS~-is Sesa-
bamisad aSS mozrdili mosaxleoba fsiqografikuli maxasia-
Teblebis mixedviT iyofa 8 samomxmareblo jgufad. segmenti-
rebis sistema emyareba pasuxebs specialuri anketebis kiT-
xvebze (4 kiTxva demografiul Temaze, 35 kiTxva ganwyobis gar-
kvevaze). sqema `VALS~ mudmivad ganaxldeba yovelwliurad 80
aTasi gamokiTxvis monacemebis safuZvelze da xorcieldeba
momxmarebelTa tipologia (ix. nax. 7.2).
momxmarebelTa ZiriTad jgufebs (tipebs) mniSvnelovani re-
sursebiT ganekuTvnebian:
¾ inovatorebi: warmatebulebi, ganviTarebulebi, aqtiu-
rebi. ar eSiniaT pasuxismgeblobis, gaaCniaT TviTSefase-
bis maRali done; isini moiTxoven maRali donis xarisxis
da Zvirfas saqonels konkretuli samomxmareblo jgufe-
bisaTvis;
¾ moazrovneebi: mowifuli adamianebi, uzrunvelyofile-
bi da cxovrebiT kmayofilebi. maTTvis motivacia idea-
lebia, isini afaseben saCuqars, codnasa da pasuxismgeb-

186
 lobas. saqonelze afaseben saimedoobas, funqciurobas
da faseulobiT mniSvnelobas;
¾ mimRwevebi: warmatebebs aRweven, akeTeben karieras, maT-
Tvis mTavaria muSaoba. arCeven prestiJul saqonels, ro-
melic amcnobs kolegebs misi mflobelis miRweuli war-
matebebis Sesaxeb;
¾ eqsperimentebis Camtareblebi: axalgazrdebi, energii-
Ta da enTuziazmiT savse, impulsurebi, wyuriaT mraval-
ferovneba da sulieri mRelvareba. Semosavlebis did na-
wils warmarTaven tansacmlis SeZenaze, garTobasa da ur-
TierTobaze.

nax. 7.2. samomxareblo jgufebis tipologia `VALS~-is sistemaSi

danarCeni oTxi jgufis warmomadgenlebisaTvis ufro Sez-

Ruduli myidvelobiti potencialiT damaxasiaTebelia Semde-
gi Taviseburebebi:

187
 ¾ darwmunebulebi: konservatorebi, tradiciebis mimdev-
rebi, arafriT gamorCeulebi. upiratesobas aniWeben nac-
nob, erovnul saqonels da cnobil markebs (brendebs);
¾ mondomebulebi: advilad eqcevian tendenciebis gavle-
nis qveS, uyvarT mxiaruloba, maTi SesaZleblobebi Sez-
Rudulia saxsrebiT. upiratesobas aniWeben stilis (sti-
lian) saqonels;
¾ gamkeTeblebi: praqtikulebi, tradiciulebi, ojaxze
orientirebulebi. yiduloben erovnul saqonels, ro-
melsac gaaCnia praqtikuli an funqciuri faseuloba;
¾ winaarmdegobis gamwevebi: ufrosi asakis, pensionerebi,
pasiurebi, Sefiqrianebulebi, maTi SesaZleblobebi Sez-
Rudulia. loialurebi arian didi xnis nacnobi markebis
mimarT.
segmentirebis sqemebi fsiqografikuli niSnebis mixedviT
icvleba kulturaze damokidebulebiT. sqema `VALS~-is iapo-
nur versiaSi, romlis saxelwodebaa `Japan VALS~, sazogadoeba
(mosaxleoba) iyofa 10 samomxmareblo segmentad ori sakvanZo
samomxmareblo koncefciis safuZvelze: sasicocxlo (saarse-
bo) orientacia (tradiciuli manerebi da Cvevebi, SromiTi saq-
mianoba, inovaciebi, TviTgamoxatva) da urTierTobebi socia-
luri cvlilebebis mimarT (simtkice, pragmatuloba, adaptire-
bis unari da inovaciuri saqmianobis warmoebis unari).
segmentireba qceviTi niSniT gulisxmobs myidvelTa da-
yofas jgufebad gamomyeneblebis codnis, kvalifikaciisa da
saqonelze reaqciis mixedviT. bevri saqonlis ZiriTad myid-
velTa gansazRvra ar warmoadgens sirTules: saparsav mowyobi-
lobas iZenen mamakacebi, kolgots ki qalebi. magram aseTi cxadi
sakiTxebis mimarTac ki marketingis specialistebma unda gamo-
iCinon sifrTxile, vinaidan myidvelTa roli friad cvaleba-
dia. britanulma kompaniam `ICI~, qimiuri produqciis warmoe-
bis dargSi liderma, aRmoaCina, rom sayofacxovrebo saRebave-
bis konkretuli markis yidvis Sesaxeb gadawyvetilebaTa 60%-s
Rebuloben qalebi, da am faqtidan gamomdinare gadamwyveti sa-
Rebavis (`DeLux~) reklama mimarTos qalebisaken. yidvis Sesaxeb
gadawyvetilebis miRebisas adamianebi asruleben CamoTvlili-
dan erT an ramdenime rols: iniciatori, gavlenis momxdeni,
gadawyvetilebis mimRebi, myidveli, gamomyenebeli. magali-
Tad, coli gamodis yidvis iniciatori da Txovs qmars uyidos
dabadebis dReze axali trenaJori. qmari iwyebs informaciis
moZiebas, iyenebs mravalricxovan wyaros, romlis erT-erTi
188
wyaroa misi saukeTeso megobari, romelsac aqvs zustad iseTi
trenaJori. igi warmoadgens mTavar gavlenian figuras trena-
Joris modelis arCevaSi. qmari iZens mowonebul models. tre-
naJorze mecadineobis survils gamoTqvams ojaxis yvela wevri.
sxvadasxva adamianebi asruleben sxvadasxva rols, magram yvela
gamodis mTavar moqmed pirad yidvis ganxorcielebis Sesaxeb
gadawyvetilebis miRebis procesSi da uSualo gavlenas axdenen
momxmareblis dakmayofilebis bolo safexurze.
bevri kompania miiCnevs, rom bazris segmentebis Camoyalibe-
bis saukeTeso safuZvelia qceviTi cvladebi (sababi yidvis gan-
xorcielebisaTvis, mosalodneli sargebeli, gamomyeneblis
statusi, momxmareblis intensivoba, yidvisadmi myidvelis
mzadyofnis xarisxi, myidvelis loialurobisa da ganwyobis xa-
risxi saqonlis mimarT). yidvebis ganxorcielebis yvela sababis
klasificireba SeiZleba moxdes droSi maTi warmoSobis (dRe-
Ramis dro, kviris dRe, Tve, weli) an momxmareblis cxovrebis
sxva droiTi aspeqtebis saSualebiT. myidvelebi gansxvavdebian
yidvis sababis mixedviT, romelic stimuls aZlevs yidvis gan-
xorcielebis ideis warmoSobas, saqonlis SeZenisa da gamoyene-
bis procesebs. segmentireba sababis mixedviT kompanias aZlevs
SesaZleblobas miaRwion saqonlis gamoyenebis intensivobis
amaRlebas. marketingis menejerebma unda gaakeTon yvelaferi,
rom waaqezon myidvelebi daxarjon fuli saCuqrebze ara mar-
to sadResaswaulo, aramed sxva dReebSic. miuxedavad imisa,
rom axali wlis, dedis dRis, wminda valentinis da sxva dResawa-
ulebze adamianebi erTmaneTs Cuqnian saCuqrebis yvelaze did
raodenobas, am (da zogierT sxva) zeimebze modis myidvelTa
yvela `sasaCuqro~ danaxarjebis mxolod naxevarze cota meti.
es niSnavs imas, rom danarCeni saxsrebi adamianebis mier ixarje-
ba sxva mniSvnelovani sasicocxlo movlenebTan dakavSirebiT,
rogoricaa dabadebis dRe, qorwili, wlisTavi, axalmosaxleo-
ba, bavSvis dabadeba.
saqonelTan damokidebulebis mixedviT momxmareblebs yo-
fen xuT jgufad. ganwyoba saqonlis mimarT SeiZleba iyos aR-
frTovanebuli, dadebiTi, wvrilmani, uaryofiTi an winaaRmde-
gi. sxvadasxva qceviTi niSnebis gaerTianeba iZleva SesaZleb-
lobas gakeTdes miznobrivi bazris marTebuli klasifikacia
qceviTi niSnebis mixedviT (nax. 7.3).

189
 nax. 7.3. bazris segmentireba qceviTi niSnebiT

7.2. bazris miznobrivi segmentebis arCeva

bazris momxmarebelTa jgufebad danawilebis da TiToeuli

maTganis potencialis gansazRvris Semdeg kompania Rebulobs
gadawyvetilebas, ramden segments moemsaxureba igi da romel
segmentebs. mcire, ufro konkretuli jgufebis gamosavle-
nad marketingis menejerebi sul ufro xSirad iyeneben ram-
denime cvlads (faqtors). magaliTad, banks SeuZlia ganixilos
ara marto mTlianad pensiaze damoukideblad gadasulTa jgu-
fi, aramed gamoavlinos mis SigniTac ramdenime damoukidebe-
li segmenti, romlebic xasiaTdebian, magaliTad, mimdinare Se-
mosavlis sididiT, aqtivebiT, danazogebiTa da riskisadmi da-
mokidebulebiT. swored es aiZulebs marketologebs (mkvle-
varebs) upiratesoba mianiWon bazris segmentacias moTxov-

190
nilebaTa mixedviT. SemoTavazebulia segmentirebis pro-
cedura, romelic moicavs 7 etaps (cxrili 7.1).1
cxrili 7.1
segmentirebis procesis etapebi

aRwera
segmentireba momxmareblebi jgufdebian segmentebad msgavs
moTxovnileba- moTxovnilebaTa da mosalodneli sargeblis
Ta mixedviT principiT konkretuli samomxmareblo proble-
mis gadawyvetisas
segmentebis moTxovnilebaTa TiToeuli segmentisTvis gani-
identifikacia sazRvreba ganmasxvavebeli (funqciuri) demogra-
fiuli maxasiaTeblebi, cxovrebis stili da mom-
xmarebelTa qceva
segmentebis winaswar gansazRvruli kriteriumebis (iseTebis,
mimzidvelobis rogoricaa bazris potenciali, konkurenciis in-
Sefaseba tensivoba, bazris xelmisawvdomoba) daxmarebiT
ganisazRvreba TiToeuli segmentis mimzidvelo-
ba
segmentebis ganisazRvreba TiToeuli segmentis mogebianoba
mogebianobis
Sefaseba
pozicireba TiToeuli segmentisaTvis misi unikaluri moT-
segmentebSi xovnilebaTa da maxasiaTeblebis bazaze muSavdeba
`faseulobis miwodeba~ da saqonlis pozicirebis
strategia (maT Soris fasebis miaxloebiTi done)
sakuTar SesaZ- poziciebis strategiebis mimzidvelobis Sesafa-
leblobaTa seblad TiToeuli segmentisaTvis muSavdeba Ta-
`lakmusis~ qa- visi `siuJetebi~
Raldi
marketingis pozicirebis strategiis gafarToeba, marketing-
kompleqsis miqsis yvela danarCeni elementis: saqonlis, fa-
Sedgena sis, win wawevis, gavrcelebis CaTvliT

segmentirebis TiToeuli meTodi ar iwvevs sasurvel Se-

degs. magaliTad, sufris marilis myidvelebs Soris SeiZleba
iyvnen sxvadasxva feris Tmis adamianebi, magram Tmis fers ara
aqvs araviTari damokidebuleba marilis SeZenasTan. ufro me-
tic, Tu yvela momxmarebeli yovel Tves iyidis marilis erTnair
raodenobas (marilis Tviseba ucvlelia) daaxloebiT erTnairi
fasiT, maSin aseTi bazari ar iqneba saintereso da daeqvemde-

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 201.
191
bareba segmentebad dayofas. bazris segmentebi unda flob-
dnen Semdeg Tvisebebs:
¾ gazomvadoba. kompaniam aucileblad unda Seafasos seg-
mentis sidideebi, myidvelobiTi unarianoba da sxva maxa-
siaTeblebi;
¾ mniSvneloba. segmentebi unda iyos sakmaod didi da mo-
gebiani. segmenti momxmarebelTa erTgvarovani jgufia
maqsimaluri sididiT, romelic flobs sakmaris myidve-
lobiT unarinaobas imisaTvis, rom misTvis damuSavdes
specialuri marketinguli programa. magaliTad, absur-
dulia damuSavdes avtomobilebis warmoebisa da reali-
zaciis programa, romlebic gankuTvnilia 150 sm simaR-
lis momxmareblebisaTvis;
¾ misawvdomoba. segmentis efeqtianad mocvisa da momsaxu-
rebis SesaZlebloba principSi arsebobs;
¾ diferencirebuloba. segmenti, rogorc wesi, unda Sed-
ges momxmarebelTa sxva jgufebisagan gansxvavebiT, ro-
melic xasiaTdeba erTtipiuri reaqciiT marketinguli
programis sxvadasxva elementebze. Tu martoxela da
qmriani qalebi erTnairad reagireben konkretul sunamo-
ze, maSin isini Seadgenen ara or sxvadasxvagvar, aramed
erTian segments.
¾ aqtiuri moqmedebebis SesaZlebloba. kompaniam unda
SeZlos daamuSavos segmentis warmomadgenlebis mozid-
visa da maTi momsaxurebis efeqtiani programa.
bazris segmentebis Sefasebisas gaiTvaliswineba ori faq-
tori: maTi saerTo mimzidveloba, agreTve bazris amTvisebeli
kompaniis miznebi da resursebi. jer erTi, ganisazRvreba po-
tenciuri segmentis mizidulobis xarisxi: misi sidide, zrdis
tempebi, mogebianoba, masStabis efeqtis SesaZlebloba, riskis
xarisxi. meore, kompania unda darmwundes mizanSewonilebaSi
mocemuli segmentis investiciebTan dakavSirebiT (maTi Sesaba-
misoba dasaxul miznebTan da arsebul resursebTan). segmente-
bis arCeva, romlebzec kompania gegmavs gasvlas, xorcieldeba
xuTi modelis mixedviT:
1. ZalisxmevaTa koncentracia erT segmentze. kompania
`VoLkswagen~ koncentrirdeba saSualo klasis avtomobi-
lebze, xolo `Porshe~ _ sasporto avtomobilebis bazar-
ze. koncentrirebuli marketingis programa iZleva Se-
saZleblobas ufro zustad Sefasdes mocemuli segmen-
tis warmomadgenlebis moTxovnilebebi da uzrunvelyo-
192
 fil iqnes SesamCnevi aqtiuroba bazarze. amasTan erTad,
kompania aRwevs ekonomias specializaciis, distribu-
ciisa da win wawevis xarjze. arCeul segmentze lide-
robis mopovebiT, kompanias SeuZlia miaRwios investi-
ciebis rentabelobis gadidebas. magram koncentrire-
buli marketingi gulisxmobs riskis gazrdil donesac.
magaliTad, rodesac bazarze gamoCndnen pirveli cif-
ruli fotoaparatebi, kompania `Polaroid~-is Semosavle-
bi arsebiTad Semcirda. amitom kompaniebis umravleso-
ba mTel TavianT yuradRebas miapyroben arCeuli jgu-
fis (segmentis) sxvadasxva moTxovnilebaTa dakmayofi-
lebaze. amisi magaliTia kompaniis marketinguli poli-
tika, romelic awarmoebs da yidis universitetis la-
boratoriebze saqonlis did asortiments. igi ikavebs
Zlier poziciebs arCeul bazarze da xdeba arxi, rom-
lis meSveobiT miewodeba samecniero mowyobiloba mom-
xmarebelTa mocemul jgufs. magram aseT midgomisas
arsebobs riski, rom mocemuli jgufis (segmentis) mom-
xmarebelTa biujetis SemTxvevaSi isini uars ityvian
mimwodeblis momsaxurebaze.
2. SerCeviTi specializacia. SerCeviT specializebuli
kompania irCevs dasaxuli miznebisa da arsebuli resur-
sebis mimzidvelobis TvalsazrisiT ramdenime sabazro
segments. miznobrivi segmentebi SeiZleba iyvnen rogorc
erTnairi, aseve savsebiT gansxvavebulebi, magram TiToe-
uli maTgani kompanias aZlevs didi Semosavlis garantias.
ramdenime segmentis erTdrouli mocvis strategia kom-
panias aZlevs SesaZleblobas gaanawilos riskebi ramde-
nime mimarTulebas Soris.
3. sasaqonlo specializacia. zogierTi kompania Zalis-
xmevaTa koncentrirebas axdens erTi saqonlis gamoSveba-
ze, romelic miewodeba bazris ramdenime segments. amis
magaliTia mikroskopebis mwarmoebeli kompania, romelic
miewodeba universitetebis, saxelmwifo da komerciuli
organizaciebis laboratoriebs. kompania awarmoebs sxva-
dasxva modifikaciis mikroskopebs yvela sami jgufis
momxmareblebisaTvis da aqvs saimedo mimwodeblis repu-
tacia. magram aseT midgomisas arsebobs riski, rom misi
mikroskopebi gandevnili iqneba bazridan axali mikro-
skopebis mier, romlebic warmoebulia konkurentis mi-
er, romelic iyenebs mowinave teqnologiebs.

193
 4. sabazro specializacia. sabazro specializaciisas
segmentebis menejerebi ar unda Semoifarglon gansakuT-
rebiT pasuxismgeblobis Tavis sferoebze; didi mniSvne-
loba aqvs sxva qvedanayofebTan moqmedebebis koordina-
cias.
bazris segmentebis arCevisa da Sefasebisas aucilebelia
gaTvaliswinebul iqnes kidev sami aspeqti: segmentebis Tanmim-
devruli aTvisebis gegma, segmentirebis sqemebis srulyofa da
miznobrivi segmentebis arCevis sakiTxis eTikuri mxare. yve-
laze mizanSewonilad miCneulia kompaniis mier erTi meoris
miyolebiT segmentebis Tanmimdevruli aTviseba konkurente-
bisagan saidumlo Semdgomi eqspansiis gegmebis SenaxviT. seg-
mentebSi Tanmimdevruli gegmis danergvis magaliTi motani-
lia 7.4 naxazze.

nax. 7.4. Tanmimdevruli danergvis gegma bazris segmentebSi

5. bazris sruli mocva. bazris srulad mocvisas kompa-

nia miiswrafvis miawodos momxmarebelTa yvela jgufs
maTTvis yvela aucilebeli saqoneli. mTeli bazris
mocvis strategiis realizeba SeuZliaT mxolod
msxvil kompaniebs, iseTebi rogoricaa `IBM~ (kompiute-
rebis bazari), `General Motors~ (avtomobilebis bazari), `Co-
194
 ca-Cola~ (gamagrilebeli wylebis bazari). kompania cdi-
lobs moicvas bazari aradiferenciuli da diferenciu-
li marketingis daxmarebiT. kompania, romelic mimar-
Tavs aradiferenciuli marketingis strategias,
ugulvebelyofs gansxvavebebs segmentebSi da gamodis
mTel bazarze erTaderTi miwodebiT. aradiferenciuli
marketingi standartizaciisa da masobrivi warmoebis Ta-
namoZmea. saqonlis viwro asortimentuli jgufis aTvi-
seba iZleva SesaZleblobas Semcirdes warmoebis xar-
jebi da danaxarjebi Senaxvasa da transportirebaze,
agreTve xarjebi marketingul kvlevasa da reklamaze.
diferenciuli marketingis strategia iTvaliswinebs
bazris ramdenime segmentis aTvisebas kompaniis mier, Ti-
Toeuli maTganisTvis muSavdeba calke programa. kompa-
nia `Estee Lauder~, romelic specializdeba kosmetikis
warmoebaze, uSvebs bazarze brendebs, romlebic pasuxo-
ben sxvadasxva qalis (da mamakacis) gemovnebas.
segmentebis warmarTvis saukeTeso wesia menejere-
bis daniSvna, romlebic pasuxismgeblebi arian TiToeu-
li maTganisTvis. amave dros amjobinebs imuSaos bazris
erTze met segmentze. kompania roca gadawyvets bazris
ramdenime segmentis momsaxurebas, man gansakuTrebuli
yuradReba unda miaqcios imas, rogori urTierTkavSiri
arsebobs maT Soris fasebis, saqonlis maxasiaTeblebis
da teqnologiebis gaTvaliswinebiT. izolirebul seg-
mentze muSaobis alternativa SeiZleba iyos saqmianoba
supersegmentebze. supersegmenti warmoadgens calkeu-
li sabazro segmentebis erTobliobas, romlebsac gaaC-
niaT raime saerTo, romliTac SeiZleba sargebloba ko-
merciuli miznebiT. magaliTad, simfoniuri orkestre-
bi orientirebulia adamianebze mravalmxrivi intere-
sebiT kulturis sferoSi da ara marto maTze, vinc re-
gularulad dadis koncertebze.
sami kompania a, b da g specializdeba kompiuteruli sis-
temebis damuSavebasa da gayidvaze aviakompaniebis, rkinigzi-
sa da saavtomobilo transportisaTvis. kompania a awarmoebs
sxvadasxva tipis kompiuterul sistemebs aviakompaniebisaT-
vis; kompania b awvdis bazars korporaciul sistemebs yvela
satransporto dargebisaTvis; kompania g didi xani araa, rac
gavida bazarze da specializdeba personaluri kompiuterebis
gayidvaze avtosatransporto gadazidvebisaTvis. diagramaze

195
isrebiT naCvenebia segmentebis aTvisebis Tanmimdevrulobis
SesaZlo variantebi. kompania g varaudobs miawodos saSualo
simZlavris kompiuteruli sistemebi satvirTo avtotranspor-
tis organizaciebs. dabolos, kompania g iwyebs aqtiur Sete-
vas konkurentis poziciebze didi simZlavris kompiuterebis
bazarze, romlebic miewodeba satvirTo avtotransportis or-
ganizaciebs. am kompaniis mier dagegmil moqmedebaTa Tanmim-
devroba pirobiTi xasiaTisaa da mniSvnelovnad ganisazrvreba
konkurentebis sapasuxo nabijebiT. magram kompaniis mier da-
muSavebuli gegma SeiZleba aRmoCndes araefeqtiani daxurul
bazarze. daxurul bazarze gasvlis sakiTxi moiTxovs gansa-
kuTrebul midgomas, romelic cnobilia megamarketingis sa-
xelwodebiT. megamarketingi ekonomikuri, fsiqologiuri,
politikuri da sazogadoebrivi zemoqmedebebis strategiuli
koordinaciaa, romlebic mimarTulia TanamSromlobis dam-
yarebaze sxvadasxva partiebTan da sazogadoebriv jgufebTan
gansazRvrul bazarze gasasvlelad an masze samuSaod. magali-
Tad, kompania `PepsiCo~-m gamoiyena megamarketingi indoeTis
bazarze gasasvlelad.
mas Semdeg, rac `Coca-Cola~ wavida indoeTidan `PepsiCo~-m
Tavis indoel partnorebTan erTad daamuSava SesaZlebloba
mTavrobis Sesabamisi gadawyvetilebis miRebis Taobaze. miuxe-
davad imisa, rom ori ualkoholo sasmelebis adgilobrivi mwar-
moebeli, agreTve kanonmdeblebi gamovidnen transerovnuli
korporaciis winaaRmdeg, `PepsiCo~-s xelmZRvanelobam ipova
gamosavali am mdgomareobidan. am kompaniis xelmZRvanelo-
bam aRuTqva indoeTs daxmareba zogierTi sasoflo-sameur-
neo saqonlis eqsportis organizaciaSi, warmoebis procesis na-
wilis (koncentratis warmoeba, SefuTva da wylis gawmenda) ga-
datana indoeTSi. amrigad, `PepsiCo~-s strategia mdgomareob-
da orive mxarisaTvis xelsayreli TanamSromlobis organiza-
ciaSi, ramac indoeTis sazogadoebis bevr dainteresebul jgu-
febSi hpova mxardamWera.
bazris segmentebis arCeva zogjer warmoSobs mkveTr uTan-
xmoebebsa da farTo diskusiebs. sazogadoebrioba ukmayofi-
loa, rodesac kompaniebi cdiloben fulis Sovnas sxvebis xar-
jze an reklamas uweven adamianebis janmrTelobisTvis poten-
ciurad mavne saqonels. magaliTad, kompaniebi, romlebic uS-
veben fantels sauzmeebisaTvis, xdebodnen seriozuli kri-
tikis obieqti marketinguli zemoqmedebisTvis, romelic mi-
marTuli iyo bavSvebze. kritikas iwvevs gawafuli reklama,
196
romelSic sabavSvo multfilmebis personaJebi mimarTaven
mowodebebiT, romlebic Zlier gavlenas axdenen bavSvTa fsi-
qikaze. amis Sedegad bavSvs, sjera ra Tavisi gmirebis, wams Zali-
an bevr fantels Saqris didi SemcvelobiT. analogiuri kri-
tikis sagania saTamaSoebisa da sxva sabavSvo saqonlis myid-
velebi. kompania `McDonald's~ da sxva msgavsi qseli regularu-
lad ganicdian kritikas imisaTvis, rom maT produqtebSi didia
cximebis da marilis Semcveloba. amitom friad mniSvnelova-
nia miznobrivi segmentebis arCevis sakiTxis eTikuri mxare, so-
cialurad pasuxismgebeli marketingi moiTxovs miznobrivi
segmentebis iseT arCevas, romelic icavs ara marto kompaniis
interesebs, aramed miznobrivi momxmareblebis interesebsac.

7.3. moTxovnis gazomva

praqtikulad TiToeul firmas (kompanias), romelic moq-

medebs bazarze, kargad esmis, rom ar SeuZlia srulad moicvas
igi. aucilebelia ganisazRvros bazris iseTi ubnebi (nawilebi),
sadac potenciur momxmarebelTa survilebis yvelaze metad
dakmayofileba daemTxveoda kompaniis sabazro SesaZleblo-
bebs. swored am sakiTxebis gadawyvtas emsaxureba marketingis
strategiebi, romlebic mimarTulia kompaniis mier miznobrivi
bazrebis (segmentebis, `niSnebis~, individualuri momxmareb-
lebis) arCevasa da maTTvis marketingis kompleqsis, partni-
orul urTierTobaTa marketingis damuSavebaze. miznobrivi
bazrebis gansazRvra marketingis erT-erTi sakvanZo amocanaa
da strategiul gadawyvetilebaTa miRebis safuZvelia. bazris
mimzidveli ubnebi ganixileba rogorc marketingul Zalisxme-
vaTa gamoyenebis upirvelesi adgili. maTze kompania axdens Ta-
visi saqmianobis koncentrirebas produqtis (saqonlis), fasis,
gavrcelebis, win wawevisa da grZelvadiani urTierTxelsay-
reli urTierTobebis damyarebis sferoSi. strategiuli marke-
tinguli gadawyvetilebebis realizacia dakavSirebulia rigi
meToduri midgomebis gamoyenebasTan: bazris segmentireba,
pozicireba, marketingis kompleqsis damuSaveba, partniorul
urTierTobaTa ganviTareba.
segmentirebis, pozicirebis, marketingis kompleqsis damu-
Savebisa da partniorul urTierTobaTa ganviTarebis safuZ-
velia codna momxmareblis qcevis Sesaxeb. marketingis pos-
tulats warmoadgens mtkiceba, rom marketinguli gadawyve-
tilebebis miReba unda emyarebodes bazris codnas. marke-

197
tingis TvalsazrisiT bazari momxmareblebia (myidvele-
bia). amitom marketinguli meToduri midgomebis gamoyenebis
mTavari amocanaa momxmarebelTa qcevis Seswavlis safuZvel-
ze maTi moTxovnis (gadaxdisunariani moTxovnilebis) Seswav-
la (gazomva).
moTxovnis gazomvis (gansazRvris) Taviseburebas war-
moadgens is faqti, rom es SeiZleba gakeTdes gasaSualooebu-
lad saqonlis gayidvis an ama Tu im moxmarebis sagnebis SeZena-
ze mosaxleobis xarjebis maCveneblis meSveobiT. ganasxvave-
ben potenciuri da realuri moTxovnis gazomvis meTodebs.
potenciuri moTxovna moiTxovnis maqsimalurad SesaZ-
lo sididea, romelic SeiZleba waradginon ama Tu im produq-
tis (saqonlis) potenciurma momxmareblebma. gazomvis sidide-
ebia:
¾ potenciur momxarebelTa ricxovnoba;
¾ gayidvebis potenciurad SesaZlo raodenoba naturalur
erTeulebSi;
¾ potenciuri gayidvebis sidide RirebulebiT gamosaxu-
lebaSi.
potenciuri moTxovna warmoadgens Teoriulad gaangari-
Sebad sidides, romelic sinamdvileSi, rogorc wesi, ar miiR-
weva. magram misi gazomva aucilebelia potenciuri SesaZleb-
lobebisa da realuri moTxovnis SedarebisaTvis. arsebobs ori
midgoma potenciuri moTxovnis gazomvisadmi:
¾ `moZebnis~ meTodi mdgomareobs saboloo momxmareble-
bis gaangariSebis Sualedur SefasebaSi gamomdinare
adamianTa saerTo raodenobidan;
¾ `agebis` meTodi mdgomareobs Tavidan potenciuri mom-
xmareblebis yvela SesaZlo jgufis gansazRvraSi da
Semdgom maT SejamebaSi.
realuri moTxovna warmoadgens saqonlis faqtiuri rea-
lizaciis sidides gansazRvrul vadaSi, romelic gamosaxu-
lia naturalur da RirebulebiT maCveneblebSi. ramedanadac
gayidvebis sidide srulad ar Seesabameba moTxovnis sidides,
aramed mxolod iribad (arapirdapir) warmoadgens mis ganzo-
milebas, gamoiyeneba Sefasebebis sxvadasxva wesebi:
¾ saqonlis warmoebis, eqsportis, importisa da maragis ga-
angariSebebi;
¾ saqonlis Semosulobebis, gayidvebisa da maragis asorti-
mentSi gazomvebi maRaziebis SerCeuli erTobliobis mi-

198
 xedviT drois gansazRvruli periodis ganmavlobaSi
(cnobilia nilsonis indeqsis saxelwodebiT);
¾ momxmarebelTa xarjebis Sefasebebi sabiujeto statis-
tikis mixedviT.
moTxovnis gazomvaSi friad mniSvnelovania moTxovnis
prognozireba. moTxovnis prognozireba xorcieldeba
sxvadasxva meTodebis gamoyenebiT. rogorc wesi, am mizniT
gamoiyeneba kompleqsuri midgoma, rodesac gaiTvaliswineba
gamosayenebeli meTodebis Zlieri da susti mxareebi. ganasxva-
veben moTxovnis prognozirebis zogadi da specialuri daniS-
nulebis meTodebs.
moTxovnis prognozirebis zogadi meTodebi emyareba eq-
strapolacias, eqspertul Sefasebebs, normativebs da ekono-
mikur-maTematikur modelirebas. eqstrapolaciis meTode-
bi yvelaze martivi meTodebia, romlebic emayreba droiTi
mwkrivebis statistikur analizs. eqstrapolacia iZleva Se-
saZleblobas gakeTdes saqonlis gayidvis zrdis prognozi
uaxloes perspeqtivaSi gamomdinare im tendenciebidan, rom-
lebic Camoyalibdnen drois ganvlil periodSi. eqspertuli
Sefasebebis meTodi emyareba obieqturi Sefasebebs, rom-
lebic miiReba rogorc eqspertebisa da specialistebis subi-
eqturi Sexedulebebi (`delfis~ meTodi da sxv.). normatiuli
meTodebi xSirad gamoiyeneba sawarmoo (samrewvelo) daniS-
nulebis saqonelze moTxovnis prognozirebisas. Sesyidvebis
sidideebi ganisazrvreba teqnologiuri, samSeneblo da sxva
normebisa da normativebis moTxovnebiT. arsebobs samomxma-
reblo saqonelze moTxovnis prognozirebis gamocdileba, ma-
galiTad, kvebis produqtebis moxmarebis fiziologiuri nor-
mebidan gamomdinare (naxSirwylebis, cximebisa da cilebis Sed-
genilobis gaTvaliswinebiT). ekonomikur-maTematikuri
modelirebis meTodebi yvelaze rTuli meTodebia, romle-
bic moiTxoven specialur momzadebas. isini dafuZnebulni
arian moTxovnisa da faqtorebis korelaciis gaTvaliswine-
baze, romlebic gansazRvraven moTxovnis ganviTarebas.
prognozirebis specialuri meTodebi iTvaliswineben
moTxovnis Taviseburebebs sxvadasxva saqonelze. es meTodebi
gamomdinareoben moTxovnis ZiriTadi Semadgenlebis cal-cal-
ke prognozirebidan Semdgomi maTi SejamebiT. moTxovnis
prognozirebis meTodebi xangrZlivi gamoyenebis saqonel-
ze gamoiyeneba bazris testirebis safuZvelze xangrZlivi
gamoyenebis ama Tu im saqonlis Sesyidvis gansazRvris mizniT

199
pirveladi parkis uzrunvelyofisTvis. gaangariSebisaTvis ga-
moiyeneba agreTve logistikuri funqcia, romelsac gaaCnia ga-
jerebis zRvari, gansazRvrul periodSi saqonlis faqtiuri ga-
yidvis monacemebis mixedviT. moTxovna Secvlaze prognozir-
deba gamomdinare parkis cveTis koeficientidan gamomdinare,
romelic gaiangariSeba sagnebis (macivris, televizoris da
sxv.) momsaxurebis vadis, agreTve maTi moraluri daZvelebis
(cveTis) gaTvaliswinebiT. damatebiTi moTxovnis prognozi
keTdeba sabazro testirebis monacemebis safuZvelze. moT-
xovnis prognozirebis meTodebis erTdrouli gamoyene-
bis saqonelze moiazreba pirveli (sacdeli) yidvis gansaz-
Rvra da gameorebiTi yidvebis gansazRvra.

daskvnebi

1. miznobrivi bazrisa da miznobrivi segmentebis arCeva miz-

nobrivi marketingis prerogativaa. miznobrivi bazris iden-
tifikacia xdeba oTx doneze: segmentebis, `niSebis~, regi-
onuli bazrebisa da individumebis doneze. bazris segmenti
myidvelTa (momxmarebelTa) msxvili, zustad gamosaxuli,
zustad gamosaxuli jgufia bazris SigniT. `niSa~ momxma-
rebelTa ufro viwro jgufia, romelic Cveulebrivad Se-
adgens mcire bazars.
2. segmentirebisTvis gamoiyeneba cvladebis (faqtorebis) ori
ZiriTadi jgufi: myidvelTa da maTi reaqciebis daxasiaTe-
bebi SeTavazebul saqonelze. segmentirebis ZiriTad cvla-
debs (faqtorebs) ganekuTvnebian: geografiuli, demogra-
fiuli, fsiqografikuli da qceviTi faqtorebi.
3. sawarmoo (samrewvelo) daniSnulebis saqonlis mimwodeb-
lebi iyeneben yvela zemoTCamoTvlil faqtorebs, xolo da-
matebiT ganixilaven operaciul faqtorebs, midgomebs Ses-
yidvebis srulyofisadmi da situaciur faqtorebs.
4. bazris segmentebi unda iyos gazomvadi, misawvdomi, dife-
rencirebadi, flobdes mniSvnelovan sidideebs da iZleo-
des aqtiuri moqmedebebis SesaZleblobas.
5. firmam (kompaniam) unda Seafasos bazris segmentebis mim-
zidveloba da gadawyvitos, ramden da romel segmentebs
moemsaxuros. mTeli bazris momsaxurebisas kompaniam unda
SearCios diferenciuli an aradiferenciuli marketingi.
kompaniam agreTve unda gaiTvaliswonos segmentebs Soris
urTierTkavSiri, rom gamoiZebnos didi mogebis miRebis

200
 SesaZlebloba asortimentis gafarToebisa da supermarke-
tebSi muSaobisagan.
6. miznobrivi segmentebis arCeva unda ganxorcieldes soci-
aluri pasuxismgeblobis gaTvaliswinebiT.
7. bazris segmentirebis mTavari daniSnulebaa samomxmareblo
moTxovnis (gadaxdisunariani moTxovnilebis) gansazRvra
(gazomva, prognozireba). ganasxvaveben potenciuri da re-
aluri moTxovnis gazomvis meTodebs. moTxovnis prognozi-
reba xorcieldeba zogadi meTodebis (eqstrapolacia, eqs-
pertuli Sefasebebi, normativebi da ekonomikur-maTema-
tikuri modelireba) da specialuri meTodebis gamoyenebiT.

201
 Tavi 8. savaWro markebis Seqmna da
pozicireba
8.1. savaWro markebis roli

Zlieri savaWro markis Seqmna saWiroebs gulmodgine dageg-

mvasa da msxvil grZelvadian investiciebs. warmatebuli savaW-
ro markis dedaarsia araordinaruli saqoneli an momsaxureba,
romelic Seqmnilia marketinguli kvlevebis safuZvelze. swo-
red marketingis WeSmariti profesionalebisTvisaa damaxasia-
Tebeli savaWro markebis Seqmnis, SenarCunebis, ganviTarebisa
da dacvis codna. brendingi gaxda marketingis prioriteti.
iseTi warmatebuli markebi (brendebi), rogoricaa `Starbucks~,
`Sony~ da `Nike~, aweseben fasebs, romlebic aRematebian saSualo
sabazro fasebs, da sargebloben momxmarebelTa (myidvelTa)
momatebuli loialurobiT. warmatebuli muSaoba savaWro mar-
kebTan XXI saukuneSi moiTxovs strategiuli brend-menejmen-
tis umaRles dones. brend-menejmenti moicavs marketingis
programebisa da RonisZiebebis damuSavebasa da realizacias,
romlebic mimarTulia savaWro markebis Seqmnasa da marTvaze
maTi Rirebulebis maqsimizaciis mizniT. strategiuli brend-
menejmentis procesi moicavs oTx etaps:
¾ savaWro markis sabazro poziciis gansazRvra;
¾ savaWro markis marketingis dagegmva da ganxorcieleba;
¾ savaWro markis efeqtianobis maCvenebelTa Sefaseba da
interpretacia;
¾ savaWro markis faseulobis/Rirebulebis gadideba da Se-
narCuneba.
savaWro markebi uCveneben saqonlis wyaros an mwarmoebels
da amgvarad uCveneben momxmareblebs _ adamianebs an organiza-
ciebs _ Tu romeli konkretulad mwarmoebeli an mimwodebe-
lia (distributoria) maT winaSe pasuxismgebeli. rogorc indi-
vidualur, aseve koleqtiur momxmareblebs SeuZliaT Seafason
indeturi saqoneli misi markirebis mixedviT. momxmareblebma
ician markebi mocemuli saqonlis gamoyenebis warsuli gamoc-
dilebiT da misi marketinguli programiT. isini arkveven, ro-
meli markebi akmayofilebeben maT moTxovnilebebs da romeli
markebi ar akmayofileben maT moTxovnilebebs. sabazro ekono-
mikis pirobebSi konkurenciis gamwvaveba savaWro markis mniS-
vnelobas zrdis, vinaidan markis unarianoba amartivebs gadaw-
yvetilebaTa miRebas da amcirebs risks saqonlis yidvisas. kom-
202
paniebisTvisac savaWro markebi friad mniSvnelovania. upirve-
les yovlisa, isini xels uwyoben identifikacias da amartive-
ben logistikis process. operaciuli TvalsazrisiT savaWro
markebi exmarebian kompaniebs moawyon sasawyobo, sabuRaltro
da aRricxvis sxva saxeebi. savaWro marka agreTve firmas aZlevs
misi produqciis unikaluri maxasiaTeblebis an Taviseburebe-
bis samarTlebriv dacvas. samarko saxelwodebaTa dasacavad
gamoiyeneba daregistrirebuli savaWro (sasaqonlo) niSnebi,
sawarmoo procesebis dasacavad _ patentebi, SefuTvis dasa-
cavad _ saavtoro uflebebi da dapatentebuli dizaini. inte-
leqtualuri sakuTreba garantiaa imisa, rom kompanias SeuZlia
mSvidad daabandos fuli Tavis savaWro markaSi da isargeblos
am faseuli aqtivis yvela upiratesobiT.
savaWro markebi agreTve mowmoben xarisxis gansazRvruli
donis Sesaxeb, vinaidan kmayofil myidvelebs SeuZliaT zedme-
ti emociebis gareSe xelaxla SeiZinon mowonebuli saqoneli.
markisadmi loaluroba iZleva kompaniis produqciaze moTxov-
nis garantias, agreTve warmoadgens bariers bazarze sxva kom-
paniebis Semosvlis winaaRmdeg. loialobas agreTve SeuZlia ga-
napirobos myidvelTa mzadyofna gadaixadon ufro meti fasi,
xSirad saSualo sabazro fasze 20-35 procentiT meti. Tu sa-
qonlis warmoebis procesebis da dizainis kopireba iolad SeiZ-
leba, STabeWdilebis, romelic yalibdeba momxmarebelTa cno-
bierebaSi marketingul ZalisxmevaTa da saqonelTan muSaobis
gamocdilebis wlebSi, aRdgena martivi ar aris. am azriT bren-
dingi SeiZleba ganxilul iqnes rogorc konkurentuli upira-
tesobis uzrunvelyofis mZlavri saSualeba. amgvarad, kompani-
isTvis savaWro markebi uaRresad faseulia, romlebic gavle-
nas axdenen momxmarebelTa qcevaze inteleqtualuri sakuTre-
bis obieqtebiT, romlebic SeiZleba iyos yidva-gayidvis sagani
da romlebic samomavlo Semosavlebis garantiaa Tavisi mflo-
belebisaTvis (biznesmenebisTvis). eqspertebis azriT, Zlieri
savaWro markebi kompaniebisaTvis didi mogebis momtania, rac,
amave dros, zrdis maT faseulobas aqcionerebisTvis. amitom
savaWro markebisadmi kompaniebis umaRlesi donis menejerTa
mxriv didi interesi ganpirobebulia praqtikuli finansuri
mosazrebebiT. marketologis samaxsovroSi `savaWro markis ta-
beli~ CamoTvlilia 10 ZiriTadi maxasiaTebeli, romlebic Camo-

203
yalibebulia msoflio uZlieresi brendebis analizis Sedege-
bis mixedviT:1
1. savaWro marka gTavazobT sargebels, romelic namdvi-
lad sasurvelia momxmareblisTvis. Tqven miiswrafviT
miaRwioT saqonlisa da momsaxurebis gamoyenebis myid-
velTa gamocdilebis maqsimizirebas?
2. marka kargavs aqtualurobas. Tqven akvirdebiT momxma-
rebelTa gemovnebis, sabazro situaciisa da tendencie-
bis cvlilebebs?
3. faswaremoqmnis strategia emyareba faseulobis sa-
momxmareblo aRqmas. Tqven moaxdineT fasis, xarjebisa
da xarisxis optimizireba, raTa daakmayofiloT an gadaa-
metoT momxmarebelTa molodinebs?
4. marka sworadaa pozicirebuli. Tqven gansazRvreT au-
cilebeli da konkurentunariani msgavsebis wertilebi
konkurentebTan? Tqven daadgineT sasurveli da ganxor-
cielebadi gansxvavebis wertilebi?
5. marka xasaiTdeba mudmivobiT. Tqven darwmunebuli
xarT marketingis Tqveni programa ar Seicavs konfliq-
tur mimarTvebs?
6. portfelisa da markis ierarqiis gonivruli struq-
tura. emsaxureba Tu ara korporaciuli savaWro marka
`qolgad~ yvela Semavali brendebis portfelSi? aris Tu
ara TqvenTan kargad mofiqrebuli da gasagebi markebis
ierarqia?
7. samarko kapitalis formirebisaTvis gamoiyeneba mar-
ketinguli saSualebebis mTeli arsenali. Tqven sar-
geblianobiT iyenebT win wawevis TiToeuli saxis unika-
lur unarebs, amave dros iZleviT garantias, rom markis
arsi asaxulia erTsaxovnad TiToeul maTganSi?
8. brend-menejerebs kargad esmiT, ras niSnavs marka mom-
xmareblebisTvis. Tqven iciT, ra moswons da ra ar mos-
wons myidvelebs Tqvens marTvaSi? Tqven SeadgineT Tqve-
ni miznobrivi klientebis detaluri, kvlevebiT ganmtki-
cebuli portreti?
9. marka Rebulobs jerovan da mudmiv mxardaWeras. mar-
ketinguli programebis warmatebebi Tu warumateblobe-
bi sruliad analizdeba, vidre ganicdis cvlilebas?

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 304.
204
 uzrunvelyofilia Tu ara markisTvis sakmarisi `R~ _
mxardaWera?
10. kompania axorcielebs kontrols samarko kapitalis
wyaroebze. Tqven daamuSaveT `brendis qartia~, romel-
Sic gansazRvrulia markis, misi kapitalis mniSvneloba da
samarko kapitalis marTvis principebi? Tqven daniSneT
pasuxismgeblebi samarko kapitalis monitoringsa da Se-
narCunebaze?
mniSvnelovania sakiTxi savaWro markis elementebis arCe-
visa da elementebis damuSavebis Sesaxeb. savaWro markis
elementebi sasaqonlo niSnebad oficialuri registracii-
saTvis gamosadegi saSualebebia, romlebic gamoiyeneba markis
identifikaciisa da diferenciaciisTvis. kompania `Nike~ iye-
nebs slogans `Just Do It~ da miTologiur saxels `Nike~-s, ro-
melic gamarjvebis frTosan qalRmerTs niSnavs. savaWro markis
elementebi unda iqnes arCeuli imis gaTvaliswinebiT, rom
maTi daxmarebiT Seiqmnas maqsimalurad SesaZlo samarko ka-
pitali. magaliTad, savaWro markis elementi SeiZleba iyos
is, romelic momxmareblebSi iwvevs faseul asociaciebs anu
reaqciebs. mxolod erT saxelwodebaze dayrdnobiT, momxma-
rebels SeuZlia daaskvnas, rom tuCebis sacxi `Color Stick~ iqneba
mdgradi, xolo kvebis produqtebi `SnaskWell~ _ sasargeblo
janmrTelobisTvis.
savaWro markis elementebis SerCevisas gamoiyeneba 6 kri-
teriumi. pirveli sami kriteriumi (damaxsovrebadoba, mniSvne-
loba da mimzidveloba) SeiZleba daxasiaTdes rogorc `savaW-
ro markis ageba~ _ im azriT, rom isini uzrunvelyofen samarko
kapitalis formirebas. sxva sami kriteriumi (dacvis SesaZleb-
loba, adaptaciis SesaZlebloba da gadatanis SesaZlebloba)
_ eseni ufro `dacviTi~ kriteriumebia:
1. damasxovrebadoba. ramdenad iolad gaxsendebaT sa-
vaWro markis elementi? ramdenadaa igi cnobadi? er-
Tnairadaa ioli yidvisa da moxmarebis situaciebSi? am
kriteriums pasuxoben markebis mokle saxelwodebebi,
iseTebi rogoricaa `Tide~, `rest~ an `uffs~.
2. mniSvneloba. ramdenad Seexameba markis elementi mo-
cemul sasaqonlo kategorias? es elementi mianiSnebs Tu
ara saqonlis raime ingredientze an adamianis tipze,
romelsac SeuZlia gamoiyenos marka? magaliTad, az-
robrivia Semdegi saxelwodebebi: avtomobilis akumu-

205
 latorebi, `Diettard~ (`aramomakvdinebeli~), gayinuli na-
xevarfabrikatebi `Lean Cuisine~ (`mwyobri samzareulo~).
3. mimzidveloba. ramdenad esTetikurad miiCneven mom-
xmareblebi markis elements? izidavs Tu ara igi maT vi-
zualurad, verbalurad da sxva urTierTobebSi? Zali-
an saxovania agreTve iseTi samarko saxelwodebebi, ro-
goricaa `Sunkist~, `Spic and Span~ da `Firebird~.
4. gadatanis SesaZlebloba. markis elements SeuZlia
Tu ara gamoyenebul iqnes bazarze axali saqonlis gasa-
tanad imave an sxva sasaqonlo kategoriebSi? ramdenadaa
markis elementi damokidebuli geografiul sazRvrebsa
da bazris segmentebze? kompania `VolKSWagen~-ma axali
modelisTvis airCia saxelwodeba `Touereg~ _ momTabare
tomis saxeli, romelic cxovrobs saharis udabnoSi. mag-
ram warsulSi tuaregebi iyvnen monaTmflobelebi, ra-
mac gamoiwvia am modelze negatiuri reaqcia aSS-Si.
5. adaptaciis SesaZlebloba. ramdenad eqvemdebareba
markis elementi adaptaciasa da modernizacias? qalis
saxe, arsebobis wlebSi, romelic warmoadgenda savaWro
markis `Betty Crocker~-is saxels ganicada rva `kosmetikuri
operacia~ da igi ukve 75 wlisaa, Tumca gamoiyureba ara
umetes 35 wlisa.
6. dacvis SesaZlebloba. ramdenadaa markis elementi iu-
ridiulad daculi? ramdenad SeiZleba misi dacva kon-
kurentebisagan? mniSvnelovania, rom markebma, romel-
Ta saxelwodebebi gaxdnen sasaqonlo kategoriebis si-
nonimebi, magaliTad `Klenex~, `Kitty Liter~, `Xerox~ da sxv.,
SeinarCunes TavianTi uflebebi sasaqonlo niSnebze.
mkvlevarebi (marketologebi) floben savaWro markis ele-
mentebis farTo arCevans, romelTac ZaluZT saqonlis iden-
tificireba. adre kompaniebi arCevdnen markebis saxelwodebas,
adgendnen variantebis sias da ixilavdnen TiToeulis Rirse-
bas maTi umravlesobis dawunebiT; danarCenebs amowmeben miz-
nobriv momxmareblebTan mimarTebaSi da keTdeba saboloo ar-
Cevani. dRes bevri kompania qiraobs safirmo saxelwodebis da-
muSavebisa da testirebisaTvis marketingul kvlevebze specia-
lizebul dawesebulebebs. aseTi kvlevis procedurebi moi-
caven asociaciebis testebs (rogori saxeebia gonivruli?),
swavlebis testebi (ramdenad iolad warmoiTqmis saxelwo-
deba?), mexsierebis testebi (ramdenad damaxsovrebadia sa-
xelwodeba?) da upiratesobaTa testebi (romel saxelwode-
206
bas gaaCnia upiratesoba) bunebrivia, kompania unda darwmundes
imaSi, rom arCeuli saxelwodeba jer kidev ar aris registri-
rebuli.
savaWro markis elementebs SeuZliaT Seasrulon ramdenime
roli brendis SeqmnaSi. kerZod damaxsovrebiTi an azrobrivi
elementebi xels uwyoben marketingul komunikaciebs markisa
da samarko asociaciis formirebis Sesaxeb gacnobierebis
uzrunvelyofaSi. saxelwodeba savaWro markis ara erTaderTi
mniSvnelovani elementia. samarko sargebeli rac naklebad
konkretulia, miT ufro mniSvnelovania, rom markis elemen-
tebi ityobinebodnen mis araxelSesaxeb maxasiaTeblebis Se-
saxeb. bevri sadazRvevo kompania iyenebs Zalis, usafrTxoebis
an maTi Sexamebis simboloebs. markis mZlavri, magram xSirad
daufasebeli, elementia slogani. markis saxelwodebaTa msgav-
sad, sloganebi samarko kapitalis formirebis efeqtiani sa-
Sualebebia. slogani SeiZleba funqcionirebdes rogorc sa-
sargeblo `kauWi~ an `berketi~, romelic exmareba momxmareb-
lebs gaigon, ras warmoadgens marka da ra xdis mas gansakuT-
rebulad. igi marketinguli programis miznis ganzogadoebisa
da gadacemis aucilebeli saSualebaa. TiToeul sloganSi Ca-
debulia xolme gansazRvruli azri.

8.2. samarko kapitalis formireba da marTva

samarko kapitali damatebuli Rirebulebaa, romelsac

savaWro marka aniWebs saqonels. es Rirebuleba SeiZleba ai-
saxos imaSi, rom Tu momxmareblebi rogor fiqroben, grZno-
ben da iqcevian saqonlis mimarT, agreTve mis faszec, bazris
wilzec da Semosavlebis donezec, romelic moaqvs markas fir-
misTvis. samarko kapitali warmoadgens mniSvnelovan araxel-
Sesaxeb aqtivs, romelic firmas aniWebs fsiqologiur da fi-
nansur faseulobas. arsebobs sxvadasxva midgoma samarko ka-
pitalis Seswavlisadmi. midgomebi orientirebulia myidvelze,
isini warmoadgenen momxmareblis (adamianis an organizaciis)
Sexedulebebs. myidvelis samarko kapitalis modelis agebisas
xelmZRvaneloben imiT, rom savaWro markis Zala mdgomareobs
imaSi, Tu ra naxes, moismines, waikiTxes, gaiges, ifiqres markis
Sesaxeb myidvelebma da igrZnes masTan dakavSirebiT gacno-
bis momentidan. sxvanairad, savaWro markis Zala es aris arse-
buli an potenciuri myidvelebis azri da is, Tu ra ganicades
maT pirdapir an iribad markasTan dakavSirebiT. myidvelis

207
samarko kapitalis gansazRvras gaaCnia sami Semadgeneli.
jer erTi, samarko kapitali warmoiSoba momxmareblis reaqcia-
Si gansxvavebebidan. Tu raime gansxvaveba ar SeiniSneba, maSin
samarko saqoneli SeiZleba miekuTvnos sanedleulo an tipu-
ri saqonlis kategorias. am SemTxvevaSi konkurencia daefuZ-
neba fass. meore, mocemuli gansxvavebebi reaqciebSi warmo-
adgenen savaWro markis Sesaxeb momxmareblis codnis safuZ-
vels. codna markis Sesaxeb es aris savaWro markasTan dakav-
Sirebuli Sexedulebebi, grZnobebi, warmodgenebi, gamocdi-
leba, msjelobebi da a. S. saxeldobr, savaWro markebma myid-
velebSi unda gamoiwvios Zlieri, keTilsasurveli da unika-
luri asociaciebi, rogorc es xdeba `VoLvo~-s (SvedeTis sa-
avtomobilo kompania) SemTxvevaSi (usafrTxoeba), agreTve
`Hollmark~ (yuradReba, zrunva), `Harley-Davidson~ (miyureba) kompa-
niebis SemTxvevaSi. mesame, momxmarebelTa ganmasxvavebeli
reaqcia, romelic warmoadgens samarko kapitalis safuZvels,
aisaxeba aRqmaSi, upiratesobaTa miniWebasa da qcevaSi markis
marketingis yvela aspeqtis Sesaxeb. savaWro markebis marke-
tinguli upiratesobebi warmodgenilia 8.1 cxrilSi. amgvarad,
Zlieri savaWro markis Seqmnisas marketingis specialistebis
(marketerebis) amocana aris is, rom myidvelebi, romlebic
axorcieleben kontaqtebs saqonelTan da momsaxurebasTan,
iZendnen swor gamocdilebas, xolo marketinguli programe-
bi qmnidnen markis Sesaxeb kompaniisTvis codnis aucilebel
struqturas.
cxrili 8.1
Zlieri savaWro markebis marketinguli upiratesobebi

¾ saqonlis efeqtianobis aRqmis gaumjobeseba;

¾ loialurobis ufro maRali done;
¾ konkurentebis marketinguli qmedebebisadmi naklebi mgrZnobia-
roba;
¾ marketinguli krizisebisadmi naklebi mgrZnobiaroba;
¾ mogebis ufro maRali done;
¾ momxmarebelTa ufro araelastikuri reaqcia fasis gadidebaze;
¾ momxmarebelTa ufro elastikuri reaqcia fasis Semcirebaze;
¾ didi kooperacia da mxardaWera vaWrobis sferos mxridan;
¾ marketinguli komunikaciebis efeqtianobis maRali done;
¾ licenzirebis SesaZleblobebi;
¾ savaWro markis gafarToebis damatebiTi SesaZleblobebi.

208
 momxmarebelTa codna gansxvavebaTa mamoZravebeli Zalaa,
romelic vlindeba samarko kapitalSi. samarko kapitalis
TvalsazrisiT yvela fuli, romelic yovelwliurad ixarjeba
saqonlisa da momsaxurebis marketingze, ganixileba rogorc
investiciebi momxmarebelTa codnaSi savaWro markis Sesaxeb.
amasTan mniSvnelovani faqtoria investiciebis xarisxi mar-
kebis SeqmnaSi, magram ara raodenoba. ufro metic, Tu fuli
ixarjeba aragonivrulad, SesaZloa saxsrebis `gadaxarjva~ sa-
vaWro markis Seqmnaze, rasac xSirad ar moaqvs sasurveli Se-
degi. mravali SemTxvevaa, rodesac iqmneba mZlavri samarko ka-
pitali marketingul saqmianobaze saxsrebis gonivrulad xar-
jvis meoxebiT, romelic tovebs myar kvals momxmarebelTa mex-
sierebaSi. momxmareblebma unda gadawyviton, miiRon an ar mi-
iRon esa Tu is marketinguli programebi (RonisZiebebi), gamom-
dinare iqidan, ras fiqroben savaWro markis Sesaxeb. zogier-
Ti siaxleebi, rogoricaa kostiumebi `Levis Tailored Classic~, sa-
recxi fxvnili `Fruit of the Loom~ (imave markis, rac tansacme-
lia) da sxv., ganicades marcxi swored imitom, rom momxmareb-
lebma CaTvales isini TavianTi brendebis Seusabamod. savaW-
ro marka arsebiTad warmoadgens gamyidvelis Sepirebas Ses-
Tavazos sasurveli xarisxis saqoneli an momsaxureba. samarko
Sepireba es aris myidvelis mier danaxva imisa, ra unda iyos
da ra unda gaakeTos markam momxmareblebisTvis.
mniSvnelovania sakiTxi samarko kapitalis modelis Sesa-
xeb. yvelaze avtoritetul modelebs Soris cnobilia d. aa-
keris modeli.1 kaliforniis (aSS) universitetis marketingis
yofili profesori devid aakeri samarko kapitals gansazRv-
ravs rogorc samarko aqtivebisa da pasivebis xuTi kategoriis
erTobliobas, romlebic adideben an amcireben saqonlis (mom-
saxurebis) Rirebulebas firmisaTvis da/an am saqonlis (mom-
saxurebis) faseulobas momxmareblebisaTvis. samarko aqti-
vebis kategoriebia: (1) loialuroba savaWro markisadmi, (2)
codna savaWro markis Sesaxeb, (3) aRsaqmeli xarisxi, (4) samar-
ko asociaciebi, (5) sxva samarko aqtivebi, iseTebi rogoricaa
patentebi, sasaqonlo niSnebi da kavSirebi gavrcelebis arxebi.
d. aakeris azriT, samarko kapitalis Sesaqmnelad gansakuT-
rebiT mniSvnelovania savaWro markis individualurobis
_ samarko asociaciebis unikaluri nakrebis koncefcia,
romlebic asaxaven imas, rasac niSnavs marka momxareblebi-

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 307.
209
saTvis da igi maT ras pirdeba. d. aakeris Tanaxmad, savaWro mar-
kis individualuroba Sedgeba 12 parametrisagan, romlebic
dajgufebulia oTx `perspetqivad~: marka rogorc saqoneli
(saqonlis arsi, misi Tvisebebi, xarisxi/faseuloba, gamoyenebis
sfero, gamomyeneblebi, warmoSobis qveyana _ sadaa warmoe-
buli); marka rogorc organizacia (organizaciis maxasia-
Teblebi, adgilobrivi/saerTaSoriso); marka rogorc pi-
rovneba (markis xasiaTi, markisa da myidvelis urTierTobe-
bi) da marka rogorc simbolo (vizualuri saxeebi/markis me-
taforebi da tradiciebi).
samarko kapitalis formireba xdeba firmisTvis saWiro
savaWro markis Sesaxeb potenciuri momxmareblebis codnis
struqturis agebis gziT. es procesi damokidebulia markas-
Tan dakavSirebuli yvela kontaqtis _ rogorc firmis mier
inicirebul, aseve sxva kontaqtis xasiaTze. magram marketin-
gis menejmentis TvalsazrisiT arsebobs samarko kapitalis
wyaroebis sami ZiriTadi jgufi:
1. amosavali arCevani markis elementebisa an Tavise-
burebebisa, romlebic Seadgendnen savaWro markas
(magaliTad, markis saxelwodeba, misi `Web~-misamarTi,
logotipi, simbolika, sareklamo personaJebi, romlebic
monawileoben saxelovnebis reklamaSi, sloganebi, Se-
fuTva da sxv.).
2. saqoneli da momsaxureba, agreTve yvela Tanmxlebi
marketinguli RonisZieba da programa.
3. sxva asociaciebi, romlebic iribad gadasatania
markaze misi sxva obieqtTan (adamianTan, adgilTan,
saganTan) dakavSirebis gziT.
arsebobs ori ZiriTadi midgoma samarko kapitalis Sefa-
sebisadmi. iribi midgoma afasebs samarko kapitalis potenci-
ur wyaroebs, savaWro markis Sesaxeb momxmarebelTa codnis
struqturis indentifikaciiT. pirdapiri midgoma afasebs
savaWro markis Sesaxeb codnis namdvil gavlenas momxmare-
belTa reaqciaze marketingis sxvadasxva aspeqtebze. pirdapiri
da iribi midgomebi avseben erTmaneTs, amitom kompaniebma unda
gamoiyenon orive midgoma. amgvarad, imisaTvis rom samarko
kapitalma Seasrulos sasargeblo strategiuli funqcia da
miRebul iqnes marketinguli gadawyvetilebebi, mniSvnelo-
vania, rom kompaniebma (1) kargad gaigon samarko, kapitalis wya-
roebi da is, isini rogor gavlenas axdenen sasurvel Sedegze,
agreTve (2) es wyaroebi da Sedegebi rogor icvlebian droTa
ganmavlobaSi. pirvelisaTvis aucilebelia savaWro markis au-
210
diti, meorisaTvis ki _ misi monitori. imisaTvis, rom ukeT
gaerkvnen TavianTi brendebis mniSvnelobaSi, kompania-gamyid-
velebma unda Caataron samarko auditi. savaWro markis au-
diti savaWro markis momxmarebelze orientirebuli yovel-
mxriv Seswavlaa, romelic moicavs misi saerTo mdgomareobis
Sefasebas, samarko kapitalis wyaroebis gamovlenas da misi
gamoyenebis gaumjobesebis wesebis moZiebas. auditi xels uw-
yobs savaWro markisaTvis strategiuli mimarTulebis srul-
yofas. yovelTvis, rodesac kompaniebi (firmebi) saxaven stra-
tegiuli kursis mniSvnelovan cvlilebebs, isini, rogorc wesi,
atareben savaWro markis audits. dRes, imis gamo, rom axali
ambebis wyarod bevri adamiani iyenebs radios, televizias da
internets, gazeTebis tiraJi ecema, gamomcemlebi atareben
TavianTi savaWro markebis audits da cdiloben aRniSnulis
gaTvaliswinebiT gardaqmnas sagazeTo saqmianoba mkiTxvel-
Ta Tanamedrove moTxovnebis doneze.
samarko kapitalis efeqtiani marTva moiTxovs grZelva-
dian midgomas marketinguli gadawyvetilebebis miRebisadmi.
vinaidan momxmarebelTa (myidvelTa) reaqcia kompaniis marke-
tingul saqmianobaze damokidebulia imaze, ra ician maT markis
Sesaxeb, friad mniSvnelovania is, rom codna savaWro markisa
aucileblad axdens gavlenas marketingis efeqtianobaze. sa-
vaWro markis marTvisadmi grZelvadian midgomaSi aRiarebu-
lia, rom cvlilebam marketingul programaSi SeiZleba gav-
lena iqonios momavali programebis warmatebaze. Sesabamisad
saWiroa SemuSavdes samomxmareblo samarko kapitalis Senar-
Cunebisa da gadidebis wingamswrebi strategiebi droTa gan-
mavlobaSi miuxedavad gare cvlilebebisa sabazro garemoSi
da Siga cvlilebebisa kompaniis marketingul miznebsa da amo-
canebSi.
samarko kapitalis maRali donis SenarCuneba moiTxovs sa-
vaWro markis kvalificiur marTvas. bevri marka, romlebic
liderobdnen bazarze 70 wlis winaT, dResac inarCuneben
wamyvan poziciebs: `Kodak~, `Coca-Cola~, `Heinz~ da sxv., magram
mxolod mudmiv brZolaSi TavianTi saqonlis, momsaxurebisa
da marketingis gaumjobesebisaTvis. samarko kapitalis gan-
mtkiceba xdeba marketinguli moqmedebebis daxmarebiT, rom-
lebsac ganuwyvetliv dayavT momxmareblebamde savaWro mar-
kis mniSvneloba: (1) rogor saqonels warmoadgens marka; ro-
gor moTxovnilebebs akmayofilebs, agreTve (2) marka rogor
aRwevs am saqonlis upiratesobas da rogori myari, keTilsa-

211
surveli da unikaluri asociaciebi unda gamoiwvios markam
momxmareblebSi. `Nivea~-m, erT-erTma uZlieresma evropulma
savaWro markam, SeZlo gaefarTovebina Tavisi sazRvrebi, ga-
iara ra gza saxis kremidan kanisa da piradi higienis movlis
saqonlis mwarmoeblamde, savaWro markis gafarToebis gul-
modgined damuSavebuli da realizebuli programis meoxebiT.
savaWro markis ganmtkiceba moiTxovs inovaciebsa da aqtua-
lurobas marketinguli programis yvela aspeqtSi. rom sru-
lad daakmayofilos Tavisi miznobrivi bazrebi, mwarmoeblebma
unda danergon axali saqoneli da ganaxorcielon axali mar-
ketinguli RonisZiebebi.
samarko kapitals ganasxvaveben savaWro markis Sefase-
bisagan, misi finansuri Rirebulebis gansazRvrisagan. zogi-
erTi kompaniebi izrdebian savaWro markebis mdidari portfe-
lebis SeZenisa da Seqmnis xarjze. magaliTad, `Nestle~-m SeiZina
savaWro markebi `Rowntree~ (didi britaneTi), `Carnetion~ (aSS),
`Stoufer~ (aSS), `Buitoni-Perugina~ (italia) da `Perrier~ (safrange-
Ti) da gaxda kvebis produqtebis umsxvilesi mwarmoebeli
msoflioSi. 8.2 cxrilSi1 CamoTvlilia yvelaze ZviradRire-
buli markebi.

cxrili 8.2
yvelaze Zviri savaWro markebis aTeuli

adgili savaWro marka savaWro markis Rirebuleba,

2004 w.
1 `Coca-Cola~ 67,39 aSS dolari
2 `Microsoft~ 61,37 aSS dolari
3 `IBM~ 53,79 aSS dolari
4 `GE` 44,11 aSS dolari
5 `Intel~ 33,50 aSS dolari
6 `Disney~ 27,11 aSS dolari
7 `cDonald's~ 25,00 aSS dolari
8 `Nokia~ 24,04 aSS dolari
9 `Toiota~ 22,67 aSS dolari
10 `Marlboro~ 22,13 aSS dolari

aseT kompaniebSi savaWro markis Rirebuleba Cveulebrivad

aRemateba kompaniis sabazro kapitalizaciis naxevars.

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 319.
212
 marketingis menejerebi unda gaerkvnen imaSi, rom romeli-
Rac momentSi savaWro markam SeiZleba ganicados raime krizisi.
magaliTad, `Jack in the Box~ restornebma, `Exxon~ navTobproduq-
tebma, `Suzuki Samurai~ avtomobilebma da sxv., ganicades serio-
zuli, potenciurad maTi arsebobisaTvis friad saSiSi krizisi.
mTlianad, rac ufro metia samarko kapitali da rac ufro
Zlieria korporaciuli imiji _ gansakuTrebiT kompaniis mi-
marT saimedoobisa da ndobis azriT, miT ufro warmatebuli
kompania SeZlebs gadaitanos krizisi. magram aranakleb mniS-
vnelovania gulmodgined momzadebuli da kargad marTvadi
antikrizisuli marTvis programa. rac Seexeba siswrafes,
rac ufro gvian reagirebs kompania marketingul krizisze, miT
ufro xSirad momxmareblebSi iqmneba negatiuri STabeWdile-
ba informaciis saSualebebSi arasasurveli gamoZaxilebis an
zepiri daxasiaTebis Sedegad. kidev ufro cudia, Tu momxma-
reblebi aRmoaCenen, rom sinamdvileSi maT marka arc ise mos-
wonT, da gadaerTvebian alertaniul markaze an saqonelze.

8.3. brendingis strategiis damuSaveba

kompaniis TvalsazrisiT brendingis strategia asaxavs

savaWro markis saerTo da ganmasxvavebeli elementebis ric-
xvsa da xasiaTs kompaniis mier sxvadasxva gasayid saqonelTan
SefardebiT. e. i. brendingis strategiis damuSaveba moicavs
gadawyvetilebebs markis axali da arsebuli elementebis xa-
siaTis Sesaxeb, romlebic iqnebian misaRebi axali an arsebuli
saqonlisaTvis. gansakuTrebiT mniSvnelovania gadawyvetileba
axali saqonlis brendingis Sesaxeb. gaaqvs ra bazarze axali
saqoneli, kompanias SeuZlia airCios erTi sami variantidan:
1. savaWro markis axali elementebis damuSaveba axali sa-
qonlisaTvis.
2. arsebuli savaWro markis zogierTi elementis gamoye-
neba.
3. axali da arsebuli samarko elementebis kombinaciis
gamoyeneba.
kompaniis mier arsebuli savaWro markis gamoyenebas axali
saqonlis SesaTavazeblad uwodeben savaWro markis gafar-
Toebas. rodesac xdeba markis kombinireba arsebul markasTan,
am SemTxvevaSi adgili aqvs gafarToebas, romelsac uwodeben
submarkas. magaliTad, avtomobili `Toyota Camry~. arsebul
markas, romelic gaxda gafarToebis safuZveli, uwodeben mSo-
213
bel savaWro markas. Tu ramdenimejer gafarToebuli mSobe-
li marka ukve asocirdeba mravalricxovan saqonelTan, mas
uwodeben ojaxis savaWro markas. samarko gafarToebebi
iyofa or did kategoriad: sasaqonlo xazis gafarToeba da
sasaqonlo kategoriis gafarToeba. sasaqonlo xazis ga-
farToeba (saxazo gafarToeba) niSnavs imas, rom saqonlis
imave kategoriis CarCoebSi da am savaWro markiT kompania uS-
vebs saqonels, axali TvisebebiT aRWurvils (axali sagemovno
Tvisebebi, komponentebi, sxva formis SefuTva da sxv.). rigi
wlebis manZilze cnobili kompania `Dannon~ sTavazobda momxma-
rebels iogurtebis ramdenadme gafarToebul asortiments.
sasaqonlo kategoriis gafarToebisas mSobeli marka gamoi-
yeneba Tanamedrove sxva sasaqonlo kategoriaSi gasasvle-
lad. magaliTad, kompania `Honda~ avrcelebs Tavis saxels
sxvadasxva kategoriis yvela saqonelze avtomobili, moto-
cikli, Tovlis asaRebi manqanebi da sxv. samarko xazi moi-
cavs yvela saqonels, romlebic iyideba erTi da igive mar-
kiT. brend-miqsi (anu samarko asortimenti) warmoadgens
yvela samarko xazis erTobliobas, romlebsac sTavazobs kom-
pania. bolo dros bevri kompania awarmoebs saqonlis sxvadas-
xva samarko variants, e. i. awvdis gansakuTrebul samarko
xazebs sxvadasxva savaWro sawarmoebisa da gavrcelebis arxe-
bisaTvis.
mwarmoeblis mier gamoyenebuli saqonlis saxelwodeba sxva
kompaniis nebarTviT, cnobilia licenzirebuli saqonlis
saxelwodebiT. kompaniebi mimarTaven licenzirebas, rom ga-
avrcelon saxelwodeba an kompaniis saxe (imiji) saqonlis far-
To speqtrze _ loginis TeTreulidan fexsacmelamde. dRes
es biznesi fasdeba $35 miliardad. brendingis sferoSi yve-
laze pirveli gadawyvetileba aris gadawyvetileba saqonli-
saTvis samarko saxelwodebis arCevis Sesaxeb. dRes brendingi
warmoadgens mZlavr Zalas (faqtors) da arasamarko saqoneli
Znelad moipoveba. marka eniWeba e. w. tipur an sanedleulo
saqonelsac. tipuri saqonelia iseTi saqoneli, romelic
arsebiTad imdenad sabazoa, rom SeuZlebelia misi fiziku-
rad diferencireba momxmarebelTa cnobierebaSi. zogierTi
saqoneli, romelic wlebis ganmavlobaSi iTvleba da tipu-
rad, Zlieri markebis warmoSobiT Tavis sasaqonlo katego-
riaSi gaxda Zalian diferencirebulic ki. amis klasikuri ma-
galiTebia (frCxilebSi naCvenebia pioneri markebi): yava

214
(`Maxwell House~), marinadSi Cadebuli kitri (`Vlasic~), banani
(`Chiguita~), ananasi (`Dole~) da marilic ki (`Morton~).
saqonlis samarko saxelwodebis arCevisas kompaniebi xel-
mZRvaneloben oTxidan erTi strategiiT:
1. individualuri samarko saxelwodebebi: politika,
romelsac iyenebs kompania `General Mills~ (fqvilovani
narevi `Bisqyick~, fqvili `Gold Medal~, iogurti `Yoplait~
da sxv.). aseTi strategiis ZiriTadi upiratesoba is aris,
rom kompania ar ukavSirebs sakuTar reputacias momxma-
rebelTa damokidebulebas konkretuli saqonlis mi-
marT. Tu saqonelze ar aris moTxovna an igi mdare xa-
risxisaa, maSin kompaniis saxeli anu imiji ar izaralebs.
kompaniebi iyeneben sxvadasxva samarko saxelwodebas
sxvadasxva xarisxis saqonlisaTvis erT sasaqonlo ka-
tegoriaSi.
2. erTiani samarko saxelwodeba kompaniis mTeli produq-
ciisaTvis: kompaniebis `Heinz~ da `Ceneral Electric~-is po-
litika. mocemuli strategiis gamoyeneba iZleva SesaZ-
leblobas miRweul iqnes danaxarjebis Semcireba, vina-
idan qreba aucilebloba axali saxelebisa da aqciuri
reklamis sapatento siwmindis gamokvlevaTa CatarebaSi,
romelic mimarTulia markis cnobadobis donis amaR-
lebaze. ufro metic, Tu mwarmoeblis saxeli sargeb-
lobs cnobadobiT, mosalodnelia axali saqonlis ga-
yidvis sakmaod didi moculoba.
3. calkeuli samarko saxeli saqonlis ojaxisaTvis:
kompania `Sears~-is (savaWro markebi `Kenmore~ eleqtrosa-
yofacxovrebo mowyobilobebisaTvis, `Craftsman~ instru-
mentebisaTvis, `Homart~ stacionaluri sayofacxovrebo
teqnikisaTvis). rodesac mimwodebeli awarmoebs sxvada-
sxva saqonels, erTiani samarko saxelwodebis strate-
giis gamoyeneba mizanSeuwonelia.
4. kompaniis saxelwodebis Sexameba saqonlis indivi-
dualur saxelwodebebTan: subbrendingis politika,
romelsac mimarTaven kompaniebi `Kellogg~ (savaWro mar-
kebi `Kellogg's Rice Krispies~ da sxv.), agreTve `Honda~,
`Sony~, `Hewlett-Paskard~. kompaniis saxelwodeba aniWebs
axal saqonels cnobadobas, xolo individualuri sa-
marko saxeli _ originalurobas.

215
 pirvel or strategias zogjer uwodeben `markebis saxels~
da `samarko saxels~ Sesabamisad; isini SeiZleba ganxilul iq-
nen rogorc ori urTierTsawinaaRmdego midgoma brendingi-
sadmi. ori sxva strategia warmoadgens pirveli ori strate-
giis kombinacias kompaniebi iSviaTad warmoadgenen romeliRac
erTi strategiis (wminda saxiT) magaliTs, xolo gadawyveti-
leba, romel strategias emyareba, damokidebulia ramdenime
faqtorze (8.3 cxrili).
cxrili 8.3
brendingisadmi midgomis arCeva strategiaSi

samarko saxlisadmi markebis saxlisadmi

Seaqvs Tu ara mSobel markas
wvlili miwodebaSi, aZlierebs
ra:
¾ asociaciebs, romlebic
afarToeben faseulobis
miwodebas?
¾ ndoba asociaciebis meoxe-
biT organizaciasTan?
¾ komunikaciebis efeqtiano-
ba?
¾ wavlen Tu ara asociaciebi
axali miwodebiT mTavari
markis sasargeblod?
aris Tu ara saarsebo moTxovni-
leba calkeul markaze, rome-
lic iqneba:
¾ sakuTari asociaciebis aR-
Zvra?
¾ axali, gansxvavebuli miwo-
debis wardgena?
¾ myidvelTa (momxarebelTa)
SenarCuneba/mizidva?
¾ gavrcelebis arxebSi kon-
fliqtebis gadawyvetis xel-
Sewyoba?
¾ SeinarCunebs Tu ara kompa-
nia axali savaWro markis sa-
xelwodebas?

brendingis nebismieri strategiis ori sakvanZo komponentia

savaWro markis gafarToeba da samarko portfelebi. savaWro
markebi warmoadgenen ra faseul aqtivebs, bevri kompania iye-
nebs maT da momxmareblebs sTavazobs mraval axal saqonels
Tavisi Zlieri brendebidan. axali saqonlis umravlesoba (Cveu-
lebrivad 80-dan 90%-mde) faqtobrivad warmoadgens arsebu-
li sasaqonlo xazebis gafarToebas. garda amisa, sxvadasxva Se-
fasebebiT, gafarToebis kategorias ganekuTvneba warmatebul
siaxleTa umravlesoba. savaWro markis gafarToebis ori
ZiriTadi upiratesoba mdgomareobs imaSi, rom maT SeuZli-
aT gaaiolon axali saqonlis miReba, agreTve uzrunvelyon
mSobliuri markisTvis da kompaniisTvis momxmarebelTa po-
litikuri sapasuxo reaqcia.
savaWro markis gafarToeba xels uwyobs axali saqonlis
warmatebas ramdenime wesiT. magaliTad, `Sony~ kompaniis axa-
216
li saqoneli momxmareblebSi ayalibebs dadebiT molodinebs,
romlebic emyareba Zvel gamocdilebasa da `Sony~-s sxva sa-
qonelTan nacnobobas. iwvevs ra dadebiT molodinebs, gafar-
Toeba amcirebs risks. marketinguli komunikaciebis Tvalsaz-
risiT kompaniis winaSe dgas markis Sesaxeb cnobadobis Seqmnis
mizani da am kompanias SeuZlia koncentrireba axal saqonel-
ze. amrigad, gafarToebebi iZlevian SesaZleblobas Semcir-
des danaxarjebi sawyis sareklamo kompaniaze, rac friad ar-
sebiTi momentia, imis gaTvaliswinebiT, rom axali savaWro
markis gatana aSS masobriv samomxmareblo bazarze SeiZleba
Rirdes $100 mln!1 isini agreTve iZlevian SesaZleblobas Ta-
vidan iqnes acilebuli siZneleebi da danaxarjebi, romlebic
dakavSirebulia axali saxelwodebis arCevasTan. gafarToe-
bebi iZlevian SesaZleblobas amaRldes SefuTvisa da marki-
rebis efeqtianoba.
yvela savaWro markas gaaCnia sazRvrebi. ramdenime savaWro
marka SeiZleba daWirdes kompanias imisaTvis, rom moicvas
bazris sxvadasxva segmentebi. arc erTi brendi ar SeiZleba
ganxilul iqnes erTnairad keTilganwyobiT yvela segmentis
mier, romlebic SeiZleba moicvas kompaniam. kompaniaSi ram-
denime savaWro markis arseboba ganpirobebulia sxva mizeze-
biTac:
¾ maRaziis daxlebze maTi arsebobis gadideba da sacalo
movaWreTa damokidebulebis gaZliereba;
¾ momxmarebelTa mizidva, romlebic miiswrafvian mra-
valferovnebisken, sxva SemTxvevaSi isini SeiZleba ga-
daerTon konkurentebis markebze;
¾ konkurenciis gaZliereba kompaniis SigniT;
¾ masStabis efeqtis miRweva reklamaSi, gasaRebaSi da
gavrcelebis arxebSi.
savaWro markebis portfels, anu samarko portfels,
uwodeben yvela savaWro markisa da samarko xazis nakrebs, rom-
lebsac kompania sTavazobs myidvelebs mocemul sasaqonlo
kategoriaSi. sxvadasxva markebi gankuTvnilia bazris sxvadas-
xva segmentebisaTvis. samarko portfelze msjeloben samar-
ko kapitalis maqsimizirebis unariT. optimaluri portfelia
is, romelSic brendebis mTeli erToblioba muSaobs samarko
kapitalis maqsimizaciaze. qmnian ra optimalur portfels,
kompaniebma aucileblad unda gamonaxon balansi bazris moc-

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 326.
217
vis, xarjebisa da mogebianobis gaTvaliswinebiT. Tu SeiZle-
ba mogebis gadideba zogierTi savaWro markisagan uaris TqmiT,
maSin portfeli metismetad didia; Tu SeiZleba mogebis ga-
dideba rigi brendebis damatebiT, maSin portfeli arasakma-
risadaa gavsebuli. mTlianad, savaWro markebis portfelis
Sedgenis ZiriTadi principia bazris mocvis maqsimizacia,
magram brendebis minimalur Tanxvedrisas (rom markebi
erTmaneTs ar uwevdnen konkurencias). rom gamarTldes xar-
jebi marketingsa da warmoebaze, TiToeuli marka unda iyos
zustad diferencirebuli da CarTuli sakmaod didi sabaz-
ro segmenti. rom iyos gamovlenili susti savaWro markebi da
maT Soris zaraliani likvidirebuli, unda Catardes savaW-
ro markebis portfelis gulmodgine monitoringi.

8.4. savaWro markis pozicireba da saqonlis

sasicocxlo cikli

kompania ver miaRwevs warmatebas, Tu misi saqoneli da momsa-

xureba analogiuria bazarze yvela sxva miwodebisa. kompaniebi
unda miiswrafvodnen momxmareblebisTvis aqtualuri pozici-
rebisa da diferencirebisken. strategiuli brend-menejmenti
moiTxovs, rom TiToeuli kompania da miwodeba miznobrivi baz-
ris winaSe warmoadgendnen gansxvavebul da mniSvnelovan ideas.
nebismieri marketinguli strategia emyareba `sam veSaps~:
segmentirebas, miznobrivi segmentebis arCevas da pozicirebas.
kompania avlens sxvadasxva moTxovnas da momxmarebelTa jgu-
febs, maTgan arCevs miznobriv jgufebs _ im jgufebsa da moT-
xovnas, romlebic mas SeuZlia daakmayofilos sxvebze ukeT, xo-
lo Semdeg axdens Tavisi miwodebis pozicirebas ise, rom misi
gansxvaveba da kompaniis imiji iyos gasagebi miznobrivi audi-
toriisTvis. Tu pozicireba xorcieldeba warumateblad, mom-
xmareblebi ver gaigeben, ras unda moelodnen isini miwodebi-
dan. efeqtiani pozicireba tons aZlevs danarCen marketingul
dagegmvasa da diferencirebas.
pozicirebas gansazRvraven Semdegnairad: igi warmoadgens
kompaniis miwodebisa da misi imijis damuSavebis moqmedebebs,
romlebic mimarTulia imaze, rom dakavebul iqnes gamocalke-
vebuli adgili momxmarebelTa miznobrivi jgufis cnobiereba-
Si. pozicirebis mizania savaWro markam daimkvidros adgili
momxmarebelTa cnobierebaSi ise, rom kompaniam amisgan miiRos
maqsimaluri sargebeli. savaWro markis warmatebuli pozici-

218
reba mimarTulebas aZlevs marketingis strategias brendis ar-
sis garkveviT, exmareba momxmarebels rogor miznebs miaRwios
da raSia am daxmarebis unikaluroba. pozicirebis saboloo Se-
degia myidvelze orientirebuli faseulobis miwodebis war-
matebuli Seqmna, romlis mixedviT miznobrivma auditoriam un-
da iyidos mocemuli saqoneli. specialistTa erTi nawili po-
zicirebas ganixilavs rogorc ukve arsebuli saqonlis Rirse-
baTa gamoyofis SemoqmedebiT process. sxva midgomebis Tanax-
mad, pozicireba moiTxovbs, rom kompaniam gansazRvros msgav-
seba da gansxvaveba brendebs Soris da maT Sesaxeb acnobos ba-
zars. gadawyvetilebebi pozicirebis Sesaxeb aucilebelia mi-
Rebul iqnes konkurenciis sferos safuZvelze, romelic aya-
libebs miznobriv bazars da sakuTriv konkurentebs, agreTve
savaWro markis msgavsebisa da gansxvavebis idealur varian-
tebs.
savaWro markis pozicirebisaTvis konkurenciis sferos gan-
sazRvris amosavali punqtia sasaqonlo kategoriisadmi kuT-
vnilebis dadgena. sasaqonlo kategoriaSi moiazreba sakuTriv
saqoneli an saqonlis jgufi, romlebTanac konkurirebs marka
da romlebic arian rogorc misi Semcvlelebi. miznobrivi baz-
rebis arCevis Sesaxeb gadawyvetileba xSirad warmoadgens kon-
kurenciis sferos sakvanZo determinants. momxmarebelTa ama
Tu im tipis momsaxurebis gadawyvetileba xSirad gansazRvravs
konkurenciis xasiaTs, ramdenadac arCeul segments ukve emsa-
xurebian (an gegmaven momsaxurebas momavalSi) gansazRvruli
kompaniebi. konkurenciis sferos swori arCeva moiTxovs mom-
xmarebelTa qcevis gagebas.
mniSvnelovania sakiTxi sasaqonlo kategoriis dadgenis Se-
saxeb. miznobrivi momxmareblebisTvis cnobilia, rom `Maybelli-
ne~ warmoadgens kosmetikis erT-erT wamyvan markas, `Cheerios~ _
fantelebis erT-erT wamyvan markas sauzmisaTvis, `Accenture~ _
erT-erT wamyvan sakonsultacio firmas da a. S. magram xSirad
marketerebma unda awarmoon momxmarebelTa informireba sa-
vaWro markis gansazRvrul sasaqonlo kategoriasTan mikuT-
vnebis Sesaxeb. yvelaze gavrcelebuli situacia, romelic saWi-
roebs gancxadebas kategoriis mikuTvnebis Sesaxeb, aris axali
saqonlis gatana bazarze, gansakuTrebiT rodesac misi mikuT-
vneba kategoriaze cxadad SeuZlebelia. maRalteqnologiuri
saqonlsiaTvis aseTi ganusazRvreloba SeiZleba gaxdes serio-
zuli problema. pozicirebisadmi optimalur midgomad miCneu-
lia momxmarebelTa informireba sasaqonlo kategoriaze mi-
219
kuTvnebis Taobaze. sanam gadawydeba, saqoneli jobia Tu ara
konkurentebis saqonels, momxmareblebisaTvis aucilebelia
icodnen, rom es saqoneli saerTod ras warmoadgens da rogor
funqcias asrulebs.
arsebobs sasaqonlo kategoriisadmi savaWro markis mikuT-
vnebis sami ZiriTadi wesi:
1. gancxadeba sasaqonlo kategoriis sargeblis Sesaxeb.
momxmarebelTa darwmunebisaTvis, rom savaWro markas ga-
aCnia yvela safuZveli moemsaxuros maT gansazRvrul ka-
tegoriaSi, xSirad gamoiyeneba kategoriisadmi mikuTvne-
bis Sesaxeb gancxadebis wesi Sesabamisi sargeblis meSveo-
biT.
2. Sedareba idealur nimuSebTan. kargad cnobili savaWro
markebi, romlebic sasaqonlo kategoriis saukeTeso war-
momadgenlebia, SeiZleba gamoyenebul iqnan kategorii-
sadmi kuTvnilebis dasadgenad. magaliTad, rodesac saxe-
li `Tommy Hilffiger~ iyo ucnobi, reklamis saSualebiT gac-
xadda mis Sesaxeb rogorc SesaniSnavi dizaineris Sesaxeb
da dayenebul iqna gamoCenili dizainerebis gverdiT.
3. sityva `diskritoris~ gamoyeneba. xSirad gancxadebi-
saTvis sasaqonlo kategoriis Sesaxeb gamoiyeneba saqon-
lis mokle aRwera markis saxelwodebis Semdeg. korpora-
cia `Ford~-ma ganaxorciela $1 mln-ze meti investicia 2004
w. axal modelSi saxelwodebiT `X-Trainer~. rom ecnobebi-
naT misi unikaluri poziciis Sesaxeb, es modeli daxasi-
aTda rogorc `sport-vagoni~.
savaWro markebis diferencireba xdeba bevri cvladebis
(faqtorebis) safuZvelze. diferencirebis realuri saSuale-
bebi, romlebic yvelaze sarwmunoa momxmareblebisaTvis, da-
kavSirebulia TviT saqonlisa da servisis aspeqtebTan. ganixi-
laven diferencirebis oTx strategias: diferencireba saqon-
lis, personalis, gavrcelebis arxisa da imijis safuZvelze.
diferencireba saqonlis safuZvelze niSnavs imas, rom sa-
vaWro markebis diferencireba SeiZleba saqonlis an momsaxu-
rebis mTeli rigi sxvadasxva parametrebis safuZvelze, ker-
Zod: saqonlis formis, misi maxasiaTeblebis, saeqsploatacio
Tvisebebis, moTxovnebTan Sesabamisobis, momsaxurebis vadis,
saimedoobis, stilis, dizainis, agreTve servisis iseTi para-
metrebis mixedviT, rogoricaa SekveTis gaformebis simartive,
miwodebis pirobebi, montaJi, klientis swavleba, klientis kon-
sultacia, teqnikuri daxmareba, saremonto momsaxureba. am
220
specifikur parametrebTan erTad arsebobs yvela markisaTvis
pozicirebis saerTo aspeqtic _ `saukeTeso xarisxi~. strate-
giuli dagegmvis specialistebma aRmoaCines, rom arsebobs
produqciis xarisxssa da investiciebis rentabelobas Soris
arsebiTi dadebiTi korelacia. sawarmoo (firma), romelic uS-
vebs kargi xarisxis produqcias, ufro rentabeluria, imitom,
rom xarisxis maRali done aZlevs mas SesaZleblobas daawesos
danamati fasze; igi igebs ganmeorebiTi gayidvebis, myidvelTa
loialurobisa da publikis sasurveli gamoZaxilebisagan, xo-
lo danaxarjebi xarisxis maRali donis uzrunvelyofaze bev-
rad ar aWarbebs danaxarjebs mdare xarisxis produqciis ga-
moSvebaze. xarisxi damokidebulia saqonlis saeqsploatacio
maxasiaTeblebze, magram masze SeiZleba ecnobos momxmareb-
lebs gansazRvruli fizikuri niSnebis daxmarebiTac. xarisxis
Sesaxeb SeiZleba gacxades marketingis sxva elementebis daxma-
rebiTac. saqonelze fasis maRali done myidvelebis mier Cveu-
lebrivad aRiqmeba rogorc misi samomxmareblo Tvisebebis ma-
Rali done. produqtis xarisxis aRqmaze gavlenas axdenen misi
SefuTva, gavrcelebis arxi, reklama da win wawevis meTodebiT.
saqonlis xarisxis Sesaxeb warmodgenebze gavlenas axdens mwar-
moebeli firmis (kompaniis) reputaciac. magaliTad, momxmareb-
lebi elodebian, rom `Nestle~-s an `IBM~-is TiToeuli produqti
warmoadgens xarisxis umaRlesi donis nimuSs.
diferencireba personalis safuZvelze warmoadgens kon-
kurentuli upiratesobis gaRebis kidev erT wess, romelic gu-
lisxmobs konkurentebTan SedarebiT ufro gulmodgine mid-
gomas personalis daqiravebisa da swavlebis sakiTxebisadmi.
`McDonald's~-is muSakebi friad Tavazianebia, `IBM~-is mosamsaxu-
reebi umaRlesi klasis profesionalebia, `Disney~-s TanamSrom-
lebi yovelTvis inarCuneben optimizms. kvalificiuri perso-
nali xasiaTdeba iseTi niSnebiT, rogoricaa kompetenturoba
(aucilebeli codna da unarebi), Tavazianoba (pativiscema, me-
gobruloba), saimedooba (imsaxurebs ndobas), pasuxismgeblo-
ba (moqmedebs sworad da akuratulad), swrafi reaqcia (klien-
tis moTxovnasa da problemebze myisieri gamoxmaureba) da ko-
munikabeluroba (swrafva klientis gagebisken da menejeris
azris klientamde dayvanis unari). sacalo vaWrobaSi savaWro
personali ganixileba rogorc diferencirebisa da pozicire-
bis saSualeba.
gavrcelebis arxebis safuZvelze diferencirebisaTvis
kompaniebs SeuZliaT gamoiyenon gavrcelebis Tavisi arxebi:

221
maT mier moculi teritoriebi, gamocdileba da TanamSromle-
bis profesionalizmi adgilebze. magaliTad, `Caterpillar~ kompa-
niis warmateba emyareba maT Soris marketinguli arxebis kar-
gad marTvaze. iseTi kompaniebi, rogoricaa `Dell~ kompiuterul
biznesSi da `Avon~ kosmetikis warmoebaSi, gamoirCevian maRali
donis efeqtianobis pirdapiri marketinguli arxebis Seqmnisa
da kontrolis meoxebiT.
diferencirebisas imijis safuZvelze momxmareblebi
sxvadasxvanairad reagireben kompaniebisa da savaWro markebis
imijze. Rvinisa da magari spirtiani sasmelebis mwarmoeblebi
cdiloben Seqmnan iolad cnobadi nimuSebi. mniSvnelovania in-
dividualurobisa da imijis gansxvavebis sakiTxi. individua-
luroba exmareba kompanias gamorCeul iqnes konkurentebis sa-
erTo masidan an moaxdinos Tavisi saqonlis pozicireba, xolo
imiji, anu saxe niSnavs kompaniis an misi saqonlis aRqmas sazo-
gadoebis mier. TvalsaCino individualuroba did gavlenas ax-
dens momxmareblebis mier saqonlis aRqmaze. momxmareblebis
mier imijis aRqmaze gavlenas axdens fizikuri sivrcec ki, ro-
melSic kompania awarmoebs an awvdis produqcias an momsaxure-
bas.
kompaniis diferencirebisa da pozicirebis strategiebi ga-
nicdian cvlilebebs saqonelTan, bazarTan da konkurentebTan
erTad. saqonlis sasicocxlo ciklis ganxilvisas xelmZRva-
neloben Semdegi debulebebiT:
1. saqonlis samsaxuris vada SezRudulia.
2. saqonlis `sicocxle~ bazarze moicavs ramdenime etaps,
TiToeuli maTgani gamyidvels aZlevs sxvadasxva SesaZ-
leblobas da mis winaSe ayenebs problemebs.
3. sasicocxlo ciklis sxvadasxva stadiaze mogeba, rome-
lic miaqvs saqonels, varirebs.
4. saqonlis sasicocxlo ciklis TiToeuli etapi moiTxovs
strategiisadmi gansakuTrebul midgomas marketingis,
finansebis, warmoebis, gasaRebisa da personalis marTvis
sferoSi.
saqonlis sasicocxlo cikli xasiaTdeba gayidvebisa da mo-
gebis moculobebiT droSi da formebis mixedviT. gamoyofen
ciklis oTx etaps: danergva, zrda, simwife da dacema:
¾ danergva _ saqonlis gayidvebis moculobis neli zrda
bazarze misi Semosavlis Semdeg. kompaniis did danaxarjebTan
dakavSirebiT saqonlis gayidvis mocemul etapze mogeba ar mii-
Reba.
222
 ¾ zrda _ momxmareblebis mier saqonlis swrafi aRiarebi-
sa da mogebis mniSvnelovani zrdis periodi.
¾ simwife _ gayidvebis moculobis zrdis tempebis Sene-
lebis periodi, ramdenadac saqonelma hpova aRaireba
myidvelTa did jgufSi. xdeba mogebis stabilizeba an iw-
yeba Semcireba marketingul RonisZiebebze danaxarjebis
zrdis xarjze, romlebic tardeba konkurentebis Seteve-
bis mogeriebis mizniT.
¾ dacema _ saqonlis gayidvebis moculobisa da mogebis
Semcirebis periodi.
saqonlis sasicocxlo ciklis koncefcia SeiZleba gamoyene-
bul iqnes mTlianad sasaqonlo kategoriis (spirtiani sasmele-
bi), saqonlis nairsaxeobis (magari sasmelebis), calkeuli sa-
qonlis (arayi) da savaWro markis analizisaTvis.
gamoyofen saqonlis sasicocxlo ciklis gansakuTrebul
saxeebs: stils, modasa da gatacebas. stili gamoxatvis Ziri-
Tadi da gansakuTrebuli formaa, romelic warmoiSoba adamian-
Ta saqmianobis nebismier sferoSi. magaliTad, arsebobs stili
sacxovrebeli saxlebis gaformebaSi, avejis warmoebaSi, xelov-
nebaSi (realizmi, abstraqcionizmi. stili SeiZleba arsebobdes
mravali wlis ganmavlobaSi, periodulad popularobis SeZeni-
Ta da dakargviT. modis ciklis xangrZlivobis winaswar gan-
Wvreta (prognozi) friad rTulia. magaliTad, arsebobs Sexe-
duleba, rom nebismieri modisaTvis dgeba dasasrulis momenti,
ramdenadac igi SeiZleba mobezrdes momxmarebels. magaliTad,
warsulTan SedarebiT avtomobilis Zravas amcirebdnen da Se-
sabamisad `saSualo~ avtomobilma~ dakarga komfortabeluro-
ba. dRes bevri momxmarebeli upiratesobas aniWebs didi zomis
(`jipis~ tipis) avtomobilebs. arsebobs Sexeduleba imis Taoba-
zec, rom modis TiToeuli ciklis xanrgZlivoba damokidebu-
lia imaze, Tu ramdenad pasuxobs moda momxmarebelTa namdvil
moTxovnebs da sazogadoebriv faseulobebs.
gataceba modis naTeli gamovlinebaa, romelic swrafad ip-
yrobs sayovelTao yuradRebas, cnobadobas (aRiarebas), myisie-
rad aRwevs popualrobis piks da Cqara Sedis dacemis stadiaSi.
gatacebis mokle periodi aixsneba imiT, rom misi warmoSoba ar
aris dakavSirebuli momxmarebelTa realur saWiroebasTan.
WeSmarit gamarjvebulebad `gatacebaTa omSi~ aRmoCndebian
isini, vinc adre Seicnobs maTze moTxovnilebas da SeZlebs ma-
Ti popularobis talRaze Seqmnas saqoneli, romelsac ZaluZs
daikavos bazarze myari mdgomareoba.

223
 axali saqonlis gamoSvebas da gavrcelebas arxebis Sevsebas
sWirdeba garkveuli dro. amitom saqonlis sasicocxlo ciklis
pirvel stadiaze gayidvebi izrdeba nela. ZviradRirebuli axa-
li saqonlis, kerZod, televizoris SemTxvevaSi, gayidvebis mo-
culobis zrdas aferxebs rigi sxva faqtoric, magaliTad misi
teqnikuri sirTule da myidvelTa mcire ricxvi, romlebsac Se-
uZliaT SeiZinon axali saqoneli. danergvis etapze kompania
Cveulebrivad ganicdis an zarals, Rebulobs umniSvnelo moge-
bas. win wawevasa da gayidvebis moculobaze danaxarjebis Tana-
fardoba am periodSi maqsimaluria, ramdenadac aucilebelia:
1. potenciuri momxmareblebis informireba axal, jer ki-
dev ucnob saqonelze;
2. maTi darwmuneba ganaxorcielon saqonlis aprobacia;
3. uzrunvelyon misi realizacia sacalo vaWrobis sawarmo-
ebis meSveobiT.
garda amisa, fasebis done axal saqonelze mocemul etapze
sakmaod maRalia, rac ganpirobebulia warmoebis danaxarjebis
maRali doniT. kompaniam, romelic mzadaa gaitanos bazarze
axali saqoneli, unda gansazRvros amisTvis yvelaze xelsayre-
li momenti. bazris pioneris winaSe iSleba uzarmazari SesaZ-
leblobebi, magram amave dros igi sxvebze metad riskavs da ewe-
va met xarjebs. bazarze gasvlas sxva kompabiebis Semdeg aqvs az-
ri im SemTxvevaSi Tu kompania sTavazobs momxareblebs mowinave
etqnologas, xarisxs da Zlier savaWro markas. pioneri kompani-
ebis upiratesobaTa wyaro aris is, rom saqonlis pirveli mom-
xmareblebis dakmayofilebisas isini imaxsovreben mis savaWro
markas. garda amisa, bazris pioneri aris `kanonmdebeli~, rome-
lic sTavazobs sxvebs sasaqonlo kategoriis standarts _ im
atributebs, romlebsac unda flobdes saqonlis mocemuli
klasi. gansazRvrul rols TamaSobs myidvelTa inerciac. pir-
veli mwarmoebeli sargeblobs rigi iseTi upiratesobebiT, ro-
goricaa masStabis efeqti, teqnologiuri lideroba, unikalu-
ri mowyobilobis arseboba (e. i. bazarze Sesvla daculia gark-
veuli barierebiT), gameorebiTi yidvebis ufro maRali done.
mas SeuZlia ufro efeqtianad gaanawilos marketinguli biuje-
ti. mkvlevarTa (marketologTa) nawili miiCnevs, rom bazris pi-
onerebis upiratesobani gazviadebulia. isini ganasxvaveben ga-
momgonebels (saqonlis axali kategoriis ideis avtori), war-
moebis pioneris (saqonlis pirveli muSa modelis avtori) da
bazris pioners (axali saqonlis pirveli gamyidveli). marcxi-
sagan aravin ar aris dazRveuli. namdvili warmatebis bedi xSi-

224
rad swyalobT sakmao resursebis mflobel `alRoian~ sabazro
liderebs.
saqonlis sasicocxlo ciklis zrdis etapze aRiniSneba sa-
qonlis gayidvebis moculobis mkveTri zrda. momxmareblebi,
romlebmac `aRiares~ saqoneli bazarze misi gamoCenidan, gaag-
rZeleben mis yidvas, da maT mibaZaven sxvebic. bazarze Cndebian
axali konkurentebi, romlebsac izidaven saqonlis didi ode-
nobiT warmoebisa da didi mogebis miRebis SesaZleblobebi. isi-
ni sTavazoben momxmareblebs produqtebs, romlebsac gaaCniaT
axali Tvisebebi, da pouloben axal marketingul arxebs. moT-
xovnis zrdis tempebis gamo saqonelze fasebi rCeba wina done-
ze an mcired iklebs. kompaniebi cdiloben miizidon potenciu-
ri momxmareblebi reklamisa da marketinguli Zalisxmevis dax-
marebiT. mogeba gayidvebis moculobis gadidebidan izrdeba
ufro swrafad, vidre xarjebi, rac iwvevs reklamasa da gayid-
vebis moculobaze danaxarjebis Tanafardobis Semcirebas. mo-
gebis gadideba am etapze aixsneba imiT, rom xarjebi reklamaze
nawildeba gayidvebis did moculobaze da xvedriTi sawarmoo
danaxarjebi mcirdeba ufro swrafad, vidre sasaqonlo erTeu-
lis fasi. kompaniis menejmentma aucileblad droulad unda
gansazRvros warmoebis zrdis tempebis Senelebis momenti da
gadavides axali marketinguli strategiebis realizaciaze.
zrdis etapis maqsimalurad gagrZelebisaTvis kompanias SeuZ-
lia gamoiyenos Semdegi strategiebi:
¾ ZiriTadi saqonlis dacvis mizniT axali modelis da mo-
difikaciis gamoSveba (zomebis, gemovnebis da a. S. gadide-
ba);
¾ saqonlis xarisxis gaumjobeseba, misTvis axali Tvisebe-
bis miniWeba, axal stilze muSaoba;
¾ bazris axal segmentebze gasvla;
¾ moqmedi marketinguli arxebis gafarToeba da axali ar-
xebis Zieba;
¾ saqonlis Sesaxeb informirebis gazrdaze mimarTuli
reklamidan gadasvla saqonlis upiratesobaTa ganviTa-
rebis reklamaze;
¾ fasebis Semcireba, raTa mizidul iqnen momxmareblebi,
romlebic ufro mgrZnobiareebi arian fasis mimarT.
zrdis etapze kompaniam unda gaakeTos arCevani bazris mniS-
vnelovan wilsa da did mimdinare mogebas Soris. abandebs ra
fuls saqonlis srulyofaSi, misi gasaRebisa da gavrcelebis
stimulirebaSi, kompanias aqvs SesaZlebloba daikavos bazarze
225
gabatonebuli mdgomareoba. amasTan kompania uars ambobs swra-
fad miRebul mogebaze im imediT, rom grZelvadiani strategie-
bi moutanen mas gacilebiT did mogebas.
saqonlis arsebobis zogierT momentSi misi bazarze gayidve-
bis moculobis zrdis tempebi iwyebs Senelebas, dgeba misi pi-
robiTi simwifis etapi. xangrZlivobiT simwifis etapi aRema-
teba saqonlis sasicocxlo ciklis yvela danarCen stadias da
ayenebs rTul amocanebs marketingis menejmentis sferoSi. sa-
qonlis umravlesoba bazarze simwifis stadiaze, maSasadame,
da marketingis menejmenti aucilebelia gardaiqmnas `mom-
wifebuli~ saqonlis imediT. simwifis etapze, gamoyofen sam
fazas: zrdis, stabilurobis da `daberebis~ dawyebis fazebs.
pirveli faza niSnavs gayidvebis zrdis tempebis Senelebas, gav-
rcelebis arxebis sistemis stabilizacias. meore fazaze baz-
ris gajerebis Sedegad gayidvebis moculoba SenarCunebulia
mudmiv doneze. gayidvebis moculobis maCveneblebi damokide-
bulia mosaxleobis ricxovnobasa da moTxovnaze. mesame fazaze
gayidvebis moculobis absoluturi done iwyebs Semcirebas,
ramdenadac momxmarebelTa interesebis gadarTva xdeba sxva
saqonelze. gayidvebis moculobis zrdis tempebis Seneleba iw-
vevs saqonlis maragis gadidebas, rac, Tavis mxriv, iwvevs kon-
kurenciis gamwvavebas. konkurenciaSi marcxdebian susti kon-
kurentebi. bazarze rCebian mxolod Zlieri kompaniebi, romel-
Ta mizania konkurentul upiratesobaTa miReba. gabatonebul
mdgomareobas bazarze ikaveben ramdenime gigantebi _ xarisxis
lideri, servisis lideri da lideri xarjebis mixedviT. isini
emsaxurebian mTel bazars da Rebuloben mogebas, rogorc wesi,
warmoebis didi moculobisa da mcire xarjebis meoxebiT.
saqonlis gayidvebis moculobis Semcireba aixsneba sxvadas-
xva mizeziT, maT Soris mecnierul-teqnikuri progresiT, mom-
xmarebelTa gemovnebis cvlilebiTa da konkurenciis gamwvave-
biT saSinao da sagareo bazrebze. aRniSnulis Sedegia saqonlis
Cawola, fasebis da mwarmoeblis mogebis Semcireba. gasaRebis
moculobebis Semcireba SeiZleba mimdinareobdes nela; SesaZ-
loa gayidvebis moculobam miaRwios nulovan niSnuls. gayid-
vebis moculobisa da mogebis dacemis etapze zogierTi kompa-
nia tovebs bazars. danarCen kompaniebs SeuZliaT Seamciron maT
mier SeTavazebuli saqonlis ricxvi (raodenoba) da uari Tqvan
gavrcelebis naklebad efeqtiani arxebisagan, datovon bazris
umniSvnelo segmentebi, agreTve Seamciron marketingul Ro-
nisZiebaTa biujeti da fasebi. samwuxarod, mwarmoebelTa um-

226
ravlesobas ar gaaCnia kargad mofiqrebuli politika `moZve-
lebuli~ saqonlis mimarT, rac kompanias ujdeba Zalian Zviri
da gaweuli xarjebi ganapirobeben zarals. bunebrivia, moZve-
lebuli fasonisa da modelis saqoneli moiTxovs menejmentis
araadekvatur did yuradRebas, fasebis xSir cvlilebebs. `moZ-
velebuli~ saqonlis marTva kompaniisagan moiTxovs rigi amo-
canebis gadawyvetas. maT Soris pirvelia dacemis stadiaSi Se-
suli saqonlis gamovlena. bevri kompania qmnis muSa jgufebs
saqonlis rentabelobis gaanalizebisaTvis, romlebSic Sedian
marketingis, warmoebisa da finansebis specialistebi. isini
amuSaveben dacemis stadiis dadgomis programirebis sistemas,
ikvleven sabazro tendenciebs. isini Rebuloben monacemebs (in-
formacias) TiToeuli saqonlis bazris wilis, fasebis, xarje-
bisa da mogebis Sesaxeb. Semdeg kompiuteruli programebis dax-
marebiT warmoebs informaciis analizi, romlis safuZvelze
menejerebi gansazRvraven `saeWvo~ saqonels. specialistebi
swavloben am informacias da amuSaveben rekomendaciebs TiTo-
euli dasamzadebeli saqonlis mixedviT (SenarCundes, moxdes
modificireba an likvidireba). dacemis etapze mkvlevarebi
(marketologebi axdenen xuTi strategiis identificirebas:
¾ investiciebis gadideba liderobis xelSi Cagdebis an sa-
bazro poziciebis ganmtkicebis mizniT;
¾ kapitaldabandebaTa gansazRvruli donis SenarCuneba ma-
nam, sanam situacia dargSi ar gairkveva;
¾ investiciebis SerCeviTi Semcireba, momxmarebelTa zogi-
erTi jgufis momsaxurebaze uaris Tqma da imavdroulad
kapitaldabandebis gazrda mogebian `niSebSi~;
¾ `mosavlis aReba~ (`mowvela~) _ investiciebisagan uaris
Tqma fuladi saxsrebis swrafi dabrunebis mizniT;
¾ uaris Tqma saqonlis warmoebisagan da gamoTavisuflebu-
li ZiriTadi saSualebebis gayidva maqsimaluri sargeb-
liT.
saqonlis sasicocxlo ciklis koncefcia iZleva saqonlisa
da bazris dinamikis interpretirebis SesaZleblobas. igi gamo-
iyeneba rogorc dagegmvisa da kontrolis instrumenti, magram
emsaxureba prognozirebis miznebsac. saqonlis sasicocxlo
ciklis Teoria zogjer xdeba kritikis sagani. misi mowinaaR-
mdegeni amtkiceben, rom sasicocxlo ciklebis modelebi me-
tismetad mravalferovania, xolo gansaxilveli periodebi
friad gaSoriSorebulia xangrZlivobis mixedviT. garda amisa,
kritikosebi brals deben mwarmoeblebs imaSi, rom isini xSirad
227
ar erkvevian, ganviTarebis romel stadiazea maT mier gamosaS-
vebi saqoneli, saqonlis sasicocxlo ciklis koncefciaSi gani-
xileba, upirveles yovlisa, konkretuli saqonlis an savaWro
markis ganviTarebis dinamika da ara saerTo sabazro situacia.
magram TiToeuli kompaniis menejers unda hqondes zusti war-
modgena bazris evoluciis Sesaxeb, kerZod imis Sesaxeb, Tu ro-
gor reagirebs bazari axal moTxovnilebebis, konkurentebis,
teqnologiebis, gavrcelebis arxebis da sxva inovaciebis war-
moSobas. bazris evoluciis procesSi ar SeiZleba ar Seicvalos
calkeuli saqonlis an savaWro markis statusic. bazrebi, iseve
rogorc saqoneli, Tavis ganviTarebaSi gaivlian iseT etapebs,
rogoricaa formireba, zrda, simwife da dacema.

daskvnebi

1. savaWro markis (brendis) cnebaSi moiazreba saxelwodeba,

termini, simbolo, naxati an maTi Sexameba, romlebic gankuT-
vnilia saqonlis an momsaxurebis identifikaciisaTvis. sa-
vaWro markis mravalferovani komponentebi _ saxelwode-
bebi, logotipebi, simboloebi, SefuTvis dizaini da a. S. misi
elementebia. savaWro markebi uzrunvelyofen rig sarge-
bels rogorc momxmareblebis, aseve kompaniebisaTvis.
2. samarko kapitali ganisazRvros marketinguli efeqtebis
TvalsazrisiT, romlebic ganekuTvneba Sesaswavli savaWro
markas. e. i. samarko kapitali dakavSirebulia im faqtTan,
rom saqonlis an momsaxurebis marketingis Sedegebi gansaz-
Rvruli markiT gansxvavdeba im saqonlis an momsaxurebis ga-
yidvebis Sedegebisagan, romelsac ar gaaCnia mocemuli mar-
ka. samarko kapitalis formireba damokidebulia sam Ziri-
Tad faqtorze: (1) savaWro markis elementebis amosaval ar-
Cevanze; (2) savaWro markis, misi mxardaWeris marketingis
programasTan integraciis wesze; (3) asociaciebi, romlebic
iribad gadatanilia savaWro markaze markis sxva obieqteb-
Tan kavSiris gamo.
3. samarko kapitalis swori marTva gulisxmobs mis Sefasebas.
savaWro markis auditi markis sicocxlisunarianobis Rrma
Seswavlaa, romlis safuZvelze muSavdeba misi ganviTarebis
strategiuli mimarTuleba. savaWro markis auditi uCvenebs,
`ukve ras miaRwia markam~, monitoringi _ `marka sad imyofe-
ba mocemul momentSi~ da iZleva Tu ara marketinguli prog-
rama dagegmil efeqts.

228
4. brendingis strategia gansazRvravs savaWro markis romel
elementebs gamoiyenebs kompania misi gasayidi saqonlis mi-
marT. savaWro markis gafarToebisas kompanias bazarze ga-
aqvs axali saqoneli arsebuli samarko saxelwodebiT, rac
saWiroebs efeqtianobis Sefasebas.
5. pozicirebis Sesaxeb gadawyvetilebis misaRebad aucilebe-
lia ganisazRvros konkurenciis sfero _ miznobrivi baza-
ri da konkurenciis xasiaTi. rom airCes konkurenciis sfe-
ro, marketologis samsaxurma unda Seiswavlos momxmare-
belTa qceva (am SemTxvevaSi igulisxmeba gadawyvetilebis
miReba samarko saqonlis arCevis Sesaxeb).
6. diferencireba warmoadgens kompaniis mier konkurentuli
upiratesobis mopovebis gasaRebs. sabazro miwodebis dife-
rencirebis safuZvelia xuTi faqtori: saqoneli (forma,
Tvisebebi, xarisxi, gamoyenebis efeqtianoba, komfortulo-
ba da sxv.), momsaxureba an servisi (mitana, dayeneba, momsaxu-
reba da remonti, momxmarebelTa konsultireba da sxv.), per-
sonali, gavrcelebis arxebi an imiji (simboloebi, informa-
ciis saSualebebi, atmosfero).
7. saqonlis sasaqonlo cvlilebis Sedegad kompaniebi ramde-
nimejer cvlian marketingul strategiebs. teqnologiebs,
saqonlisa da savaWro markis formebs, agreTve gaaCniaT ram-
denime etapisagan Semdgari sasicocxlo ciklebi, romlebi-
danac Cveulebrivad gamoyofen Semdeg stadiebs: danergva,
zrda, simwife da dacema. dRes bazarze warmodgenili saqon-
lis umravlesoba simwifis stadiazea.
8. saqonlis sasicocxlo ciklis TiToeuli stadia gulis-
xmobs specifikuri marketinguli strategiis gamoyenebas.
bazarze danergvis etapi xasiaTdeba gayidvebis moculobis
neli zrdiT da minimaluri mogebiT. warmatebis SemTxvevaSi
saqoneli zrdis stadiaSia, romlisTvisac damaxasiaTebelia
gayidvebis moculobis zrdis maRali tempi da mogebis gadi-
deba. zrdis stadiis Semdegaa simwifis etapi, rodesac xdeba
gayidvebis moculobis zrdis tempebis Seneleba da mogebis
stabilizacia. dabolos, saqoneli Sedis dacemis stadiaSi.
kompaniis winaSe dgeba susti saqonlis gansazRvrisa da Ti-
Toeuli maTganis mixedviT strategiis damuSavebis amocana.
susti saqonlis warmoeba aucileblad unda Sewydes.
9. saqonlis msgavsad, bazrebi gadian ganviTarebis oTx etaps:
formireba, zrda, simwife da dacema.

229
 Tavi 9. konkurenciis problemebi da
sasaqonlo strategia

9.1. konkurenciis faqtorebi, koncefciebi da baz-

ris liderebis konkurentuli strategiebi

Zlieri savaWro markebis Seqmna moiTxovs kargad garkvevas

konkurentul situaciaSi, romelic yovelwliurad sul ufro
rTuldeba rogorc erTi qveynis, aseve msoflio bazarze. es
ganpirobebulia axali konkurentebis gamoCeniT globaluri
kompaniebis, cnobili brendebis maRaziebis, Zlieri megabren-
debis mwarmoeblebis saxiT, romlebic Tanamedrove marketin-
gis menejmentis gamoyenebiT iTviseben axal sasaqonlo katego-
riebs. imisaTvis, rom damuSavdes da dainergos savaWro marke-
bis pozicirebis saukeTeso strategiebi, kompaniebma gansakuT-
rebuli yuradReba unda dauTmon Tavis konkurentebs. konku-
rencia bazarze Zalian gamwvavebulia da mxolod momxmarebel-
Ta SeswavliT SezRudva ar aris marTebuli. aucilebelia moce-
muli problemisadmi kompleqsuri midgoma, kerZod konkuren-
ciis faqtorebsa da koncefciaSi kargad garkveva, brendebis
marTva bazarze kompaniis mdgomareobis marketinguli anali-
zis safuZvelze.

nax. 9.1. segmentis struqturuli mimzidvelobis faqtorebi

msoflioSi cnobili profesori maikl porteri gamohyofs

xuT faqtors, romlebic gansazRvraven bazris an misi segmen-
230
tis mimzidvelobas kompaniis grZelvadiani mogebis miRebis
TvalsazrisiT: konkurentebi, bazris potenciuri monawileebi,
saqoneli _ Semcvlelebi (substitutebi), myidvelebi da mimwo-
deblebi (ix. misi modeli 9.1 naxazze).1 TiToeuls am faqtorebi-
dan Tan axlavs potenciuri safrTxe kompaniisaTvis.
1. intensiuri metoqeobis safrTxe. sabazro segmenti
fasdeba rogorc mimzidveli, Tu masSi ukve operireben
mravalricxovani, Zlieri, anu agresiuli konkurente-
bi. segmenti jer kidev naklebad mimzidvelia, Tu saqon-
lis gayidvis done masSi stabilizdeboda an mcirdeboda,
Tu sawarmoo simZlavris gadideba ar SeiZleba xorciel-
debodes kargad, aramed nabij-nabij, didi drogamoSve-
biT, Tu mudmivi xarjebis done maRalia an Tu konku-
rentebi Zlier arian dainteresebulebi imaSi, rom Sei-
narCunon Tavisi poziciebi am segmentSi. am saxis bazre-
bisaTvis damaxasiaTebelia xSiri safaso (fasebis) omebi,
sareklamo brZolebi da axali saqonlis damuSavebis au-
cilebloba, rac mkveTrad zrdis konkurentuli brZo-
lis xarjebs. magaliTad, intensiuri metoqeoba segmen-
tebSi damaxasiaTebelia mobiluri telefonebis bazri-
saTvis.
2. axali monawileebis gamoCenis safrTxe. segmentis
mimzidveloba damokidebulia masSi Sesasvleli da gamo-
sasvleli barierebis simaRlisagan. yvelaze mimzidve-
lia sabazro segmenti maRali Sesasvleli barierebiT
da gamosasvlelze gansakuTrebuli dabrkolebebis ar
arsebobiT, rodesac am segmentze axali kompaniebis gamo-
Cena naklebadaa mosalodneli, xolo kompaniebi, ro-
melTa saqmeebi ar mowesrigda, aqvT SesaZlebloba gan-
sakuTrebuli problemebis gareSe Secvalon warmoebis
profili Tu barierebi Sesasvlelze da gamosasvlelze
maRalia, dargs aqvs mogebis didi potenciali, magram
maRldeba riskis xarisxis donec, vinaidan kompaniebi,
romelTa saqmeebi midian duned, rCebian bazarze da iZu-
lebulni arian awarmoon brZola bolomde. rodesac sa-
erTod barierebi dabalia, kompaniebi gansakuTrebuli
danaxarjebis gareSe midian dargSi da toveben mas, xolo
maTi Semosavlebi am SemTxvevaSi SedarebiT ar aris sa-
surveli, magram stabiluria. cudi SemTxvevaa dabali ba-

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 370.
231
 rierebi Sesasvlelze da maRali barierebi gamosasvlel-
ze. am situaciaSi kompaniebi, romlebic movidnen bazar-
ze xelsayreli pirobebis periodSi, xdebian araxelsay-
reli sabazro situaciis mZevlebi. amis Sedegia sawarmoo
simZlavreebis qronikuli siWarbe da dargis yvela mona-
wilis mogebis Semcireba. klasikuri magaliTia mgzav-
rTa aviagadayvana: bazridan swrafad wasvlis SesaZleb-
lobis ararsebobis gamo, aviakompaniebi iZulebulni
arian itvirTon cudi ekonomikuri situaciis yvela
siZnele.
3. saqoneli _ Semcvlelebis safrTxe. segmenti kargavs
mimzidvelobas, rodesac konkurenciaSia saqoneli _ Sem-
cvlelebi an arsebobs amis realuri safrTxe. substi-
tutebis arseboba zRudavs sawarmoebis (kompaniebis) fa-
sebis donesa da mogebas, kompaniebi iZulebulni arian
mkacrad adevnon Tvalyuri fasebis (safaso) tendenciebs.
Tu konkurent dargebSi Cndebian axali teqnologiebi
an izrdeba konkurencia, mcirdeba fasi da mogeba moce-
mul sabazro segmentSi. magaliTad, aviakompaniebis popu-
larobis zrdam aSS-Si didi dartyma miayena avtobusebis
kompania `Creyhound~-s da rkinigzis kompania `Amtrak~-s.
4. myidvelTa sabazro Zalauflebis gaZlierebis saf-
rTxe. segmenti fasdeba rogorc aramimzidveli, Tu
myidvelebi masSi floben Zlier an mzard sabazro Zala-
uflebas. myidvelTa sabazro Zalaufleba izrdeba im
SemTxvevaSi, rodesac: maTi ricxvi ar aris didi an isini
kargad arian organizebulni; danaxarjebi saqonlis Se-
Zenaze myidvelTa xarjebis mniSvnelovani nawilia; sa-
qoneli ar aris diferencirebuli; mgrZnobiaroba myid-
velebisa fasebis mimarT, romelic gamowveulia maTi
mcire SemosavlebiT, maRalia; myidvelebSi arsebobs pir-
dapiri integraciis SesaZlebloba.
5. mimwodeblebis sabazro Zalauflebis gaZlierebis
safrTxe. Tu mimwodeblebs aqvT SesaZlebloba aamaR-
lon fasebis done an Semaciron myidvel kompaniaze mi-
wodebis moculobebi, sabazro segmenti, romelzec igi
operirebs, fasdeba rogorc aramimzidveli. magaliTad,
sanavTobo kompaniebi (`ExxonMobil, Shell, BP, Chevron-Texaso~
da sxv.) damokidebuli arian navTobis maragze sabadoebSi
da sanavTobo kartelebze, kerZod, iseTebze rogoricaa
`opeki~. mimwodeblebis Zalaufleba izrdeba maTi kon-

232
 centraciis an organizebulobis donis zrdasTan er-
Tad; saqoneli-Semcvlelebis raodenobis SemcirebiT,
rodesac myidvels ara aqvs SesaZlebloba uari Tqvas im
saqonelze, romelsac awvdian gamyidvelebi. problemis
gadawyvetis saukeTeso wesia urTierTxelsayreli ur-
TierTobebi mimwodeblebTan an momaragebis paralelu-
ri wyaroebis gamoyeneba.
kompaniebis efeqtiani funqcionirebisaTvis friad mniSvne-
lovania Tavisi konkurentebis gansazRvra. magaliTad, `Pepsi-
Co~-Si ician, rom ZiriTadi konkurentia `Coca-Cola~. magram
kompaniis realuri da potenciuri konkurentebi gacilebiT
metia. amasTan dakavSirebiT mniSvnelovania sakiTxi dargob-
rivi konkurenciis koncefciis Sesaxeb. dargis cnebaSi moi-
azreba kompaniebis erToblioba, romlebic sTavazoben erTma-
neTTan axlo Semcvlel saqonels an saqonlis jgufs. dargebi
klasificirdeba mwarmoebelTa raodenobis, saqonlis dife-
renciaciis xarisxis, bazarze barierebis arsebobis an arar-
sebobis da mobilobis sxva dabrkolebebis, TviTRirebule-
bis struqturis, vertikaluri integraciis da globalizaciis
donis mixedviT. dargis aRweris amosavali wertilia mwarmo-
eblTa raodenoba da rogorc erTgvarovani saqonlis daxasi-
aTeba. aqedan gamomdinareobs dargobrivi struqturis oTxi
tipi:
1. wminda monopolia. sabazro situacia, rodesac saer-
Toerovnul an regionul bazarze saqonels (momsaxu-
rebas) sTavazobs erTi _ erTaderTi kompania (wylis an
kabeluri televiziis adgilobrivi mimwodebeli). am Sem-
TxvevaSi monopolists, romelic ar regulirdeba sa-
xelmwifos mier, aqvs SesaZlebloba daawesos maRali
donis fasebi, ar saWiroebs an TiTqmis ar saWiroebs rek-
lamas. sazogadoebis interesebs pasuxobs ufro metad
regulirebadi monopolia, vinaidan am SemTxvevaSi fa-
sebi produqciaze mcirdeba, xolo momsaxurebis done
maRldeba.
2. oligopolia. sabazro situacia, romelic xasiaTdeba
dargSi ramdenime, rogorc wesi, msxvili kompaniebis ba-
tonobiT. warmoebuli produqcia SeiZleba iyos rogorc
didad diferenciuli, aseve standartizebuli. wminda
oligopoliaSi moiazreba ramdenime kompania, romle-
bic awarmoeben arsebiTad erTnair sanedleulo saqo-
nels (navTobi, foladi). aseT situaciaSi produqciaze

233
 fasis gadideba mimdinare sabazro doneze zeviT SeuZle-
belia. konkurentebis fasebisa da momsaxurebis damTxve-
visas konkurentuli upiratesobis mopovebis erTaderTi
wesia warmoebis xarjebis Semcireba. diferenciul
oligopoliaSi moiazreba ramdenime msxvili kompania,
romlebic awamroeben raimeTi gansxvavebul (xarisxi,
teqnikuri maxasiaTeblebi, dizaini, romlebic Tan axlavs
momsaxurebas) saqonels (avtomobili, fotoaparatebi).
TiToeul konkurents SeuZlia ajobos metoqeebs saqon-
lis erT-erTi umniSvnelovanesi atributs, miizidos
myidvelebi, romlebic am atributebs aniWeben priori-
tets, da moipovos fasze wanamatis _ safaso premiis
ufleba.
3. monopolisturi konkurencia. konkurentebis didi
ricxvi, romlebsac SeswevT TavianT miwodebaTa dife-
rencireba mTlianad an nawilobriv (restornebi, sila-
mazis salonebi). konkurentebis koncentracia xdeba baz-
ris segmentebSi, sadac isini SeZleben saukeTesod daak-
mayofilon myidvelebi da gayidon saqoneli (momsaxu-
reba) fasebis ufro maRali doniT.
4. wminda konkurencia. bazarze operirebs konkurente-
bis didi ricxvi, sTavazoben myidvelebs erTi da igive
saqonels an momsaxurebas (safondo bazari, moxmarebis
sagnebis bazari). saqonlis diferenciaciis ararsebobi-
sas konkurentebis fasebi erTnairia. magram, am SemTxveva-
Si dargi unda ganekuTvnos monopolistur konkurentul
Tanrigs.
droTa ganmavlobaSi dargis konkurentuli struqtura Se-
iZleba Seicvalos. magaliTad, masobrivi informaciis saSua-
lebiT sferoSi grZeldeba kompaniebis konsolidacia, ris ga-
moc dargi monopolisturidan gadaiqceva diferenciul dar-
gad.
yovel dargSi yalibdeba produqciis TviTRirebulebis
gansazRvruli struqtura, romelic mniSvnelovanwilad
gansazRvravs kompaniebis qcevis strategias. magaliTad, fo-
ladis gamodnobis sawarmoebisaTvis (kompaniebisaTvis) dama-
xasiaTebelia produqciis TviTRirebulebaSi warmoebasa da
nedleulze danaxarjebis didi wili, xolo saTamaSoebis war-
moebisaTvis _ didi xarjebi gavrcelebasa da marketingze.
kompaniebi cdiloben Seamciron xarjebi, romlebic Seadgnen
TviTRirebulebis yvelaze did wils.

234
 zogierTi dargi gamoirCeva lokalizaciis maRali doniT,
sxva dargebi Tavisi bunebiT globaluria (navTobis mrewve-
loba, saaviacio Zravebis warmoeba da sxv.). Tu kompania globa-
lur dargSi miiswrafvis miaRwios masStabis efeqts, igi mzad
unda iyos konkurenciisaTvis msoflio bazarze.
konkurentebisadmi sabazro midgomisas, kompaniebi akmayo-
fileben erTi da igive samomxmareblo moTxovnilebas. mom-
xmarebeli (myidveli) moiTxovs moTxovnis dakmayofilebas
ara tradiciuli, aramed Tanamedrove axali teqnologiebiT.
amitom kompaneibi unda SeeSvan `marketingul axlomxedvelo-
bas~ da maT unda Sewyviton konkurentebis gansazRvra bazris
tradiciuli sasaqonlo kategoriebiT. magaliTad, kompania
`Coca-Cola~-am koncentrireba moaxdina gamagrilebeli sasme-
lebis sferoSi da ver SeZlo SeemCnia yavisa da axali wvenebis
gayidvis wertebis mzardi bazari. konkurenciis sabazro
koncefcia iZleva SesaZleblobas gamovlindes realuri da
potenciuri saqoneli _ konkurentebi da kompaniebi _ me-
toqeebi, romlebic specialistebis azriT unda ganisazRvros
myidvelis poziciidan, ufro sworad saqonlis SeZenisa da
gamoyenebis misi qmedebebiT.
kompaniam Tavisi ZiriTadi konkurentebis identifikaciis
Semdeg unda gansazRvros maTi strategiebi, miznebi, Zlieri da
susti mxareebi. kompaniebis jgufebs, romlebsac gaaCniaT
msgavsi strategiebi mocemul miznobriv bazarze, uwodeben
strategiul jgufs. strategiuli jgufebis identifikacia
kompanias aZlevs SesaZleblobas gaicnobieros zogierTi did-
mniSvnelovani momenti. jer erTi, barierebis simaRle TiToe-
ul jgufSi gansxvavebulia. meore, Tu kompania Sedis erT-erT
jgufSi, bolo jgufis wevrebi xdebian misi ZiriTadi konku-
rentebi.
kompania Tavisi ZiriTadi konkurentebisa da maTi strate-
giebis gansazRvris Semdeg unda gaerkves konkurentebis miz-
nebSi. konkurentebis miznebi ganisazRvreba bevri faqtoriT,
kerZod iseTebiT rogoricaa kompaniis sidide, misi wina isto-
ria, mimdinare menejmenti, finansuri situacia. bunebrivia, rom
konkurentebi miiswrafvian mogebis maqsimizaciisken. magram
kompaniebi mogebis grZelvadian da moklevadian maCveneblebs
aniWeben sxvadasxva mniSvnelobas. xSirad amerikul kompaniebs
akritikeben imisaTvis, rom isini orientirebulni arian mok-
levadiani mogebis maqsimizaciisken, ramdenadac aqcionerebi
upirveles yovlisa afaseben swored menejmentis mimdinare

235
warmatebebs. Tu kompaniis mflobelebi (aqcionerebi) ar arian
kmayofili miRweuli finansuri SedegebiT, maT SeuZliaT ga-
asxvison TavianTi aqciebi, rac gamoiwvevs kapitalis Rirebu-
lebis gazrdas. iaponuri kompaniebis strategia, piriqiT, ori-
entirebulia bazris wilis maqsimizaciisken, ramdenadac maT
aqvT SesaZlebloba miiRon mniSvnelovani sabanko kreditebi
ufro mcire procentebSi, isini kmayofildebian mogebis nak-
lebi normiT. alternatiuli varaudi gulisxmobs imas, rom
TiToeuli konkurentis mizani sxvadasxvaa: mimdinare renta-
belobis donis SenarCuneba, bazris wilis gafarToeba, fuladi
nakadebis gazrda, teqnologiuri lideroba, servisis maRali
done.
kompaniebisTvis (firmebisTvis) aucilebelia flobdnen in-
formacias TiToeuli maTi konkurentebis Zlieri da susti
mxareebis Sesaxeb. konkurentebis erTi jgufi SeiZleba iyos
kargad cnobili rogorc kargi xarisxis saqonlis mwarmoebeli,
romlis realizacias axorcieleben kvalfikaciuri savaWro
agentebi. margam am jgufs aqvs problemebi saqonlis xelmi-
sawvdomobisa da teqnikur daxmarebasTan dakavSirebiT. konku-
rentebis meore jgufis saqmianoba yvela maCveneblebis mixed-
viT kargia, kargad uzrunvelyofs saqonlis xelmisawvdomo-
bas da gaaCnia kvalificiuri savaWro personali. konkuren-
tebis mesame jgufi xasiaTdeba yvelaze susti maCveneblebiT.
aRniSnulidan gamomdinare kompanias SeuZlia ganaxorcielos
Seteva konkurentebis pirvel jgufze mis yvelaze sust adgi-
lebSi, xolo mesame jgufze _ TiTqmis yvela mimarTulebiT.
rolis mixedviT, romelsac asrulebs kompania miznobriv
bazarze, igi SeiZleba miekuTvnos oTxidan erT tips: lideri,
pretendenti liderobaze, mimdevari da `niSis~ binadari. ga-
nixilaven pirobiTi bazris struqturas, romelic warmodge-
nilia 9.2 naxazze.
lideri flobs bazris 40%, 30% ekuTvnis liderobaze pre-
tendents, kidev 20% _ mimdevars, romelic cdilobs Seinar-
Cunos Tavisi wili. danarCen 10%-s iyofen sabazro `niSebis~
binadarni _ mcire kompaniebi, romlebic emsaxurebian bazris
wvril segmentebs, romlebic imyofebian msxvili kompaniebis
interesebis zonis gareT. aRiarebuli lideri kompaniebi ar-
seboben ekonomikisa da biznesis bevr dargSi. aseT kompaniebs
ukaviaT bazarze gabatonebuli mdgomareoba, isini arian da-
narCenebisTvis magaliTis mimcemni, cvlian ra safaso politi-
kas, awvdian ra axal saqonels, cvlian ra gavrcelebis arxebs

236
da win wawevis RonisZiebaTa intensivobas. bazris yvelaze
cnobili liderebia: `Microsoft~ (programuli uzrunvelyofa),
`Intel~ (mikroprocesorebi), `Best Bug~ (eleqtronikis maRazie-
bi), `McDonald's~ (fast-fudi), `Visa~ (sakredito baraTebi) da
sxv. dominanti kompania, rogorc wesi, erTdroulad moqme-
debs sam frontze: 1) kompaniam aucilebelia eZebos mTlianad
samomxmareblo moTxovnis gafarToebis saSualebebi; 2) man un-
da daicvas bazris Tavisi wili kargad dagegmili TavdacviTi
da SeteviTi moqmedebebis daxmarebiT; 3) liders SeuZlia gaa-
farToos bazris Tavisi wili am ukanasknelis saerTo mocu-
lobis stabilurobis pirobebSic.

nax. 9.2. bazris struqtura

mTlianad bazris gafarToebisas uwinares yovlisa igebs

dominanti kompania. bazris liderma unda eZebos axali myidve-
lebi an gaadidos arsebuli klienturis moxmarebis intensi-
voba. dominanti kompaniebis Zalisxmevas mTlianad bazris si-
didis gazrdisaTvis Tan unda axldes bazris arsebuli wilis
dacvis RonisZiebebi. mogebis gadidebis erT-erTi SesaZleb-
loba, romelsac Rebuloben dargis liderebi, aris bazris maTi
kuTvnili wilis gafarToeba. bevri bazris erTi procenti fas-
deba aTeuli milioni dolarebiT. magaliTad, aSS yavis bazris
1% `iwonis~ $48 milions, xolo ualkoholo sasmelebis bazris
$1% _ 120 milions. gasakviri ar aris, rom aseT bazrebze kon-
kurentuli brZola gadaiqca sastik marketingul omad. mag-
ram kompaniis bazris kuTvnili wilis gafarToeba ar niSnavs
mogebis avtomatur zrdas. bevri ram damokidebulia kompaniis
bazris gafarToebis strategiaze. bazris gafarToebis xar-
237
jebma SeiZleba mniSvnelovnad gadaameton am moqmedebaTa Se-
degad miRebuli Semosavlis namats, amitom, msgavsi zomebis
gatarebamde kompaniam gulmodgined unda gaanalizos oTxi
faqtoris moqmedeba:
¾ SesaZlo konfliqti antimonopoliur kanonmdeblo-
basTan. rogorc es moxda `Microsoft~ da `Intel~ kompanieb-
Tan. dominanti kompaniis bazris wilis gafarToebas Cve-
ulebrivad Tan axlavs eWviani konkurentebis `godeba~
bazris `monopolizaciis~ Sesaxeb. riskis xarisxis gaz-
rda amcirebs eqspansiis mimzidvelobas;
¾ ekonomikuri xarjebi. cnobilia, rom bazris gansaz-
Rvruli wilis miRwevisas Semdgom zrdas SeiZleba Tan
axldes mogebianobis Semcireba. 9.3 naxazze kompaniis
bazris optimaluri wili Seadgens 50%-s, xolo misi
gadideba iwvevs rentabelobis Semcirebas.

nax. 9.3. bazris optimaluri wilis koncefcia

myidvelebs, romlebsac ar aqvT arCevani, SeuZliaT zurgi

Seaqcion kompanias, gamoavlinon loialoba konkurenti mim-
wodeblebis mimarT, upiratesoba mianiWon mcire kompaniebs.
bazris wilis gafarToebasTan erTad izrdeba danaxarjebic
iuridiuli procedurebis, `pabliq rileiSnz~-sa da lobire-
bis warmoebaze. mTlianad bazris wilis gafarToeba ar aris
mizanSewonili im SemTxvevebSi, rodesac kompanias ara aqvs

238
warmoebis masStabis efeqtis realizebis SesaZlebloba, baz-
ris aramimzidveli segmentebis, miwodebis sxvadasxva wyaros
myidvelebis mier gamoyenebis survilis arsebobisas da maRa-
li barierebis dros. bazris zogierTi lideri aRwevs mogebia-
nobis gadidebas bazris Tavisi wilis arCeviTi Semcirebis gzi-
Tac sust sferoebSi.
¾ marketing-miqsis strategiis araswori arCeva. kompa-
nia `Miller Brewing~-ma 1990-ian wlebSi daxarja reklamaze
$1,5 miliardi da mainc dakarga bazris nawili. misi sa-
reklamo kampaniebi mniSvnelovnad gansxvavdeboda da-
narCeni kompaniebis sareklamo kampaniebisagan, magram,
samwuxarod, dadebiTi Sedegi ar moyolia miuxedavad
didi danaxarjebisa. 2002 w. `Miler~ kompania Sevida `SAB~
koncernis SemadgenlobaSi, romlis Semdeg misi marke-
tinguli saqmianoba kardinalurad gadaisinja. kompa-
niebi, romlebic warmatebiT afarToeben bazris TavianT
wilebs, Cveulebrivad jobnian konkurentebs sam sfero-
Si: axali produqciis damuSaveba, saqonlis SedarebiTi
xarisxi da marketinguli xarjebi. meore mxriv, fasebis
mniSvnelovani Semcireba (konkurentebTan SedarebiT)
produqciaze ar aZlevs kompanias SesaZleblobas arse-
biTad gazardos bazris wili, vinaidan zogierTi metoqe
pasuxobs fasebis ara naklebi mniSvnelovani SemcirebiT,
xolo sxvebi sTavazoben myidvelebs damatebiT sarge-
bels saqonlis fasis cvlilebebis gareSe, ise rom isini
ar cvlian mimwodebels.
¾ bazris wilis gafarToebis gavlena faqtiur da asaT-
visebel xarisxze. myidvelebis metismetad didi raod-
enoba es aris dartyma kompaniis resursebze, rac negati-
ur gavlenas axdens saqonlis Rirebulebasa da servisis
doneze. magaliTad, zrdis problemebi warmoiSva `Ame-
rica Online~ kompaniaSi: misi sistemis gamomyenebelTa me-
tismetad didi raodenobis gamo, adamianebma ver SeZles
Sesvla qselSi. garda amisa, momxmareblebs SeuZliaT ga-
akeTon daskvna, rom meti ar niSnavs ukeTess, da ivarau-
don, rom kompaniis zrda iwvevs misi produqciis xaris-
xis gauaresebas. Tu savaWro markis erT-erTi sakvanZo
sargebelia misi eqskluziuroba, SesaZlebelia situa-
cia, rodesac arsebuli myidvelebi winaaRmdegobas gau-
weven axali myidvelebis gamoCenas.

239
 kompaniebi, romlebic ikaveben meore da mesame adgilebs
dargis reitingSi, xSirad uwodeben vice-Cempionebs, Tumca
maT Soris zogierTi kompania (`Colgate, Ford, Avis, PepsiCo~) sakma-
od msxvili mwarmoeblebia. am jgufis warmomadgenlebs SeuZ-
liaT airCion ori midgomidan erTi: an liderTan da sxva kon-
kurentebTan Setevis ganxorcieleba bazris Tavisi wilis ga-
farToebisaTvis brZolaSi (bazarze liderobis pretendente-
bi), an saqmianobis mSvidad ganxorcieleba (mimdevrebi).
aris bevri magaliTi imisa, rom kompaniebi, romlebsac gaaC-
niaT pretenzia liderobaze, axerxebdnen favoritis gamoyvanas
wonasworobidan an uswrebdnen mas kidevac. kompania `Toiota~
dRes awarmoebs met avtomobilebs, vidre `Ceneral Motors~, xo-
lo aviakompania `British Airways~-s gadayavs meti mgzavri, vidre
adrindel liders `RonAm~. koncerni `Airbus~ awarmoebs met
TviTmfrinavs, vidre `Boeing~.
lideris rolze pretendentma kompaniam unda gardaqmnas
saerTo strategia bazris wilis gafarToebis konkretul moq-
medebaTa nakrebad. am nakrebSi moiazreba Semdegi strategiebi:
¾ fasidan daTmobis strategia. liderobaze preten-
dents SeuZlia momxmareblebs SesTavazos Sepirispire-
buli saqoneli ufro naklebi fasiT (fasdaTmobiT). aseT
strategias iyeneben sacalo vaWrobis maRaziebi, romle-
bic aqcents akeTeben daTmobaze (diskonterze), rogorc
wesi, strategiis warmateba gulisxmobs sami pirobis
Sesrulebas:
1. pretendentma unda daarwmunos myidvelebi imaSi, rom
maTTvis SeTavazebuli saqoneli da momsaxureba ar
CamorCeba lideris analogiur saqonelsa da momsaxu-
rebas xarisxis mixedviT;
2. myidvelebi unda iyvnen mgrZnobiareni fasis mimarT;
3. bazris liderma unda SeinarCunos fasebi winandel
doneze, ar reagirebs ra konkurentebis moqmedebebze;
¾ ufro iafi saqonlis strategia. pretendents aqvs Se-
saZlebloba SesTavazos myidvelebs saSualo da mdare
xarisxis saqoneli ufro nakleb fasad. magaliTad, Saqar-
lama `Little Debbie~, `Drake's~-ze ufro iafia, magram amasTan
iyideba 20-jer ukeTesad. kompaniebi, romlebic iyeneben
am strategias, mosalodnelia, gaxdnen im kompaniebis Se-
tevis obieqti, romelTa produqcia iyideba kidev ufro
nakleb fasad;

240
¾ faseulobis strategia. bolo wlebSi sxvadasxva kompa-
niebi sacalo vaWrobis maRaziebidan (`Target~) aviakompa-
niebamde (`Southwest~), myidvelebs sTavazoben iaffasian
da kargi xarisxis saqonelsac, amiT aRweven liderebis-
Tvis bazris wilis warTmevas;
¾ prestiJuli saqonlis strategia. liderobaze preten-
denti sTavazobs myidvelebs ufro kargi xarisxis saqo-
nels ufro Zvir fasad, vidre dominanti kompania. ameri-
kul bazarze `Mersedes~-ma konkurentul brZolaSi daa-
marcxa `Cadillac~ saukeTeso xarisxis avtomobilis ufro
Zvir fasad miwodebiT;
¾ sasaqonlo asortimentis gafarToebis strate-
gia. pretendenti axorcielebs liderze Setevas myid-
velebisaTvis saqonlis ufro farTo arCevanis miwode-
biT. `Baskin-Robbins~ kompaniam SeZlo mkveTrad gaezarda
nayinis bazris wili imiT, rom myidvelebs miawoda 31
sortis nayini _ gacilebiT meti, vidre misma ZiriTadma
konkurentebma;
¾ inovaciebis strategia. pretendentma liders mudmi-
vad ar unda misces mosvenebis saSualeba bazarze saqon-
lis axali saxeebis miwodebiT. predendentma kompaniam
axal bazrebze gasvlisas unda ganaxorcielos Sesabami-
si kategoriis sruliad axali an gaumjobesebuli saqon-
lis miwodeba;
¾ momsaxurebis donis amaRlebis strategia. pretenden-
ti sTavazobs klientebs axal an ufro xarisxian momsa-
xurebas. cnobilia, rom `Avis~-is klientebs SesTavazes
ufro sufTa avtomobilebi (gaqiraveba) da swrafi mom-
saxureba, vidre `Hertz~-Si;
¾ novaciebis strategia gavrcelebaSi. pretendents Se-
uZlia Seqmnas saqonlis gavrcelebis axali arxi. `Avon~
kompaniam gaimagra poziciebi kosmetikis bazarze imis
meoxebiT, rom man miaRwia srulyofilebas pirad gayid-
vaSi (pirdapiri marketingi) konkurentebTan brZolis
gagrZelebiT univermaRebis Taroebze;
¾ warmoebis xarjebis Semcirebis strategia. preden-
dents SeuZlia miiswrafvodes warmoebis xarjebis Sem-
cirebisken Sesyidvebis efeqtianobis gadidebiT, samu-
Sao Zalaze danaxarjebis SemcirebiT da ufro Tanamed-
rove sawarmoo mowyobilobis gamoyenebiT;

241
 ¾ intensiuri win waweva. zogierTi pretendenti axorci-
elebs Setevas liderze reklamasa da gasaRebis stimu-
lirebaze xarjebis gadidebiT. magram gadidebuli xar-
jebi saqonlis win wawevaze gamarTlebulia mxolod im
SemTxvevaSi, rodesac predendenti awarmoebs realurad
konkurentunarian saqonels an misi reklama jobia baz-
ris lideris sareklamo mimarTvebs.
bazris wilis gafarToeba pretendentis mier, rogorc wesi,
misgan moiTxovs ramdneime strategiis gamoyenebas, romelTa
efeqtiani Sexameba ganapirobebs kidevac warmatebas bazarze.
bevri kompania upiratesobas aniWebs iyos lideris mimdeva-
ris da ara misi metoqis rolSi. `cnobieri (Segnebuli) parale-
lizmis~ modelma hpova farTo gavrceleba kapitaltevadi,
erTgvarovani produqtis mwarmoebel dargebSi (metalurgia,
sasuqebisa da qimikatebis warmoeba). aseT dargebSi produqci-
isa da misi imijis diferencirebis SesaZleblobebi mcirea;
servisis done aris daaxloebiT erTnair doneze, xolo mom-
xmareblebi friad mgrZnobiareni arian fasis mimarT. kompanie-
bi am SemTxvevaSi erTmaneTs ar `paraven~ myidvelebs, amis nac-
vlad akeTeben analogiur miwodebebs da maTi moqmedebebi li-
deris moqmedebebis msgavsia. kompaniebis kuTvnili bazris wi-
lebi myaria. magram es ar niSnavs imas, rom kompania _ mimdev-
rebs ar hqondeT gansazRvruli strategiebi. mimdevarma unda
icodes, rogor SeinarCunos arsebuli myidvelebi da moipo-
vos axal myidvelTa misaRebi raodenoba. TiToeuli mimdevari
miiswrafvis miznobriv bazarze waradginos Tavisi ganmasxva-
vebeli upiratesobebi: ganwyobileba, momsaxureba, finansire-
ba. ramdenadac mimdevari xSirad xdeba ZiriTadi samizne pre-
dendentebisTvis liderobaze, man unda SeinarCunos warmoe-
bis xarjebi dabal doneze, momsaxurebisa da produqciis xa-
risxi _ umaRles doneze, agreTve gavides axal bazrebze maTi
warmoSobis kvalobaze. mimdevarma unda daamuSavos TavisTvis
zrdis strategia, romelic ar gamoiwvevs konkurentebis sapa-
suxo moqmedebaTa provocirebas.
msxvil bazarze mimdevris mdgomareobis alternativaa li-
deroba SedarebiT SezRudul bazarze, an sabazro `niSaSi~. mci-
re kompaniebi, rogorc wesi, Tavs arideben ufro msxvil kom-
paniebTan konkurencias da funqcionireben iseT bazrebze,
romlebic ar warmoadgenen gansakuTrebul interes gigante-
bisaTvis. msxvili mogebiani kompaniebi qmnian qvedanayofebs an

242
Svilobil kompaniebs, romlebic specializdebian sabazro `ni-
Sebis~ momsaxurebaze.

9.2. sasaqonlo strategiis formireba

Zlieri savaWro markis safuZvelia Cinebuli saqoneli. saqo-

neli sabazro miwodebis sakvanZo elementia. bazris lideri
kompaniebi, rogorc wesi, momxmareblebs sTavazoben umaRlesi
donis xarisxis saqonelsa da momsaxurebas, vidre konkurente-
bi. cnobilia, rom msoflioSi ar aris sxva saqoneli, romelic
ase aerTianebdes damzadebis xelovnebas, konkurentebze domi-
nirebasa da sabazro didi xnis sasicocxlo cikls, rogoric
aris roiali `Steinway~. es saojaxo kompania (q. niu-iorki) dRem-
de uSvebs Tavis produqcias igive sawarmoo procesebis gamo-
yenebiT, rac iyo 150 wlis winaT, rodesac igi iwyebda Tavis saq-
mianobas. Tu erTi Cveulebrivi roialis damzadebas sxva mwar-
moeblebTan sWirdeba saSualod 20 dRe, `Steinway~ roialis Seq-
mnas sWirdeba cxra Tvidan erT wlamde. am roialis warmoebaSi
gamoiyeneba 12000 detali, romelTa umravlesoba keTdeba xe-
liT, agreTve 120 patenti da inovacia. miuxedavad imisa, rom
aRniSnul kompanias ukavia aSS-Si klaviSis musikaluri inst-
rumentebis bazris mxolod 2% (raodenobis maCvenebliT), fu-
lad gamoxatulebaSi mis winad modis mTeli gayidvebis 25%
da mogebis 35%. bunebrivia, rom es marka gabatonebulia kla-
viSis musikaluri instrumentebis bazarze sakoncerto ga-
mosvlebisaTvis (sadac mas ekuTvnis 95%-ze meti) da sargeb-
lobs udavo avtoritetiT musiksoebsa da kompozitorebSi.
saqonelia yvelaferi, rac SeiZleba miewodos bazars ga-
daxdisunariani moTxovnilebis (moTxovnis) dasakmayofileb-
lad. saqoneli, romelic miewodeba bazars, moicavs materia-
lur sagnebs, momsaxurebas, movlenebs, sakuTrebis obieqtebs,
adilebs, organizaciebs (firmebs), informaciasa da ideas. sa-
bazro miwodebis formirebisas kompaniam iunda ganixilos
saqonlis xuTi done (nax. 9.4). axal doneze gadasvla niSnavs
myidvelebisTvis saqonlis faseulobis gadidebas; xolo yvela
erTad isini qmnian samomxmareblo faseulobis ierarqias.
misi safuZvelia ZiriTadi sargebeli _ mTavari momsaxureba
an upiratesoba, romelsac iZens myidveli. magaliTad, sastum-
roSi gaCerebisas, mogzauri cvlis Tavis fuls dasvenebasa da
ZilSi, televizoris myidveli _ sxvadasxva sanaxaobaSi. sa-
qonlis meore doneze ZiriTadi sargebelia ZiriTadi saqo-

243
neli. sastumro nomrisTvis es niSnavs sawolis, saabazano oTa-
xis, magidis, tansacmlisTvis karadis da tualetis arsebo-
bas. mesame done molodinis saqonelia, e. i. Tvisebebisa da
pirobebis nakrebi, romlebsac myidvelebi elodebian miiRon
saqonlis yidvisas. magaliTad, sastumros klienti varaudobs,
rom nomerSi iqneba sufTa logini, pirsaxoci, sinaTle da
myudroeba. ramdenadac sastumroebis umravlesoba pasuxobs
am minimalur molodinebs, mogzaurs, rogorc wesi, akmayofi-
lebs nebismieri axlo mdebare an yvelaze iafi sastumro. me-
oTxe doneze yalibdeba Sevsebuli (damatebuli) saqoneli,
romelic aRemateba myidvelis Cveulebriv molodinebs. Ta-
namedrove konkurencia viTardeba upiratesad Sevsebuli sa-
qonlis doneze (naklebad ganviTarebad qveynebSi, rogoricaa
CineTi da indoeTi, _ upiratesad molodini saqonlis done-
ze). Sevsebuli saqonlis doneze xdeba sxvadasxva mwarmoe-
belTa produqciis diferencireba. saqonlis am doneze baz-
ris subieqtma unda gaanalizos moxmarebis sistema _ myid-
velis gadawyvetileba saqonlisa da Tanmxlebi momsaxurebis
SeZenisa da gamoyenebis Sesaxeb. saqonlis mexuTe done poten-
ciuri saqonelia, romelic warmoadgens arsebuli produqci-
is yvela SesaZlo momaval damatebebsa da transformaciebs. sa-
qonlis potenciur doneze kompaniebi eZeben myidvelTa dak-
mayofilebis da sabazro miwodebaTa srulyofis axal wesebs.
rogorc cnobili mecnierebi (marketologebi) aRniSnaven,
Tanamedrove konkurencia viTardeba ara imaT Soris, rasac
kompaniebi awarmoeben TavianT qarxnebSi, aramed imaT Soris,
rasac isini `daamateben~ TavianT produqcias SefuTvis, momsa-
xurebis, reklamis, konsultaciebis (myidvelebis, dafinanse-
bis, miwodebis pirobebis da sxva momxmarebelTa mniSvnelovani
faseulobisTvis) saxiT.
marketologebi tradiciulad axdenen saqonlis klasifika-
cias maTTvis damaxasiaTebeli maxasiaTeblebis Sesabamisad: ga-
moyenebis xangrZlivoba, materialuri xelSesaxeboba da moxma-
rebis sfero (samomxareblo saqoneli da sawarmos daniSnule-
bis saqoneli). saqonlis TiToeul tips Seesabameba marketing-
miqsis Tavisi strategia. gamoyenebis xangrZlivobisa da mate-
rialurobis mixedviT saqoneli iyofa sam jgufad:

244
nax. 9.4. saqonlis xuTi done

1. xanmokle gamoyenebis saqoneli: materialuri nawarmi,

romelic mTlianad gamoiyeneba erTbaSad an ramdenime-
jer (magaliTad, saponi). swrafi moxmarebis gamo myidve-
lebi iZenen aseT saqonels SedarebiT xSirad, amitom mim-
wodeblis marketingulma strategiam unda uzrunvelyos
aseTi saqonlis farTo xelsayreloba, mcire danaricxi
da aqtiuri reklama, romelic mimarTulia sacdeli yid-
vebisa da myidvelebis mier upiratesobaTa miniWebis
formirebis stimulirebaze.
2. xangrZlivi gamoyenebis saqoneli: materialuri nawar-
mi, romelic gankuTvnilia mravaljeradi gamoyenebisaT-
vis, magaliTad, macivari, tansacmeli da sxv. aseTi saqo-
neli saWiroebs gayidvebisa da momsaxurebis piradi me-
Todebis gamoyenebas, mas moaqvs ufro meti mogeba da ga-
farToebuli garantiebi mwarmoeblis mxridan.
3. momsaxureba: momsaxureba aramaterialuria, ganuyofe-
lia, cvalebadia da araSenaxvadi (ar SeiZleba misi Senax-
va). igi saWiroebs xarisxis mudmiv kontrols, ndobas mim-
wodeblis mimarT da Seguebas mis mxridan (saparikmaxero
245
 momsaxureba, iuristis, konsultaciebi, sayofacxovrebo
teqnikis remonti).
samomxmareblo saqonlis klasifikacia xorcieldeba
momxmarebelTa myidvelobiTi Cveulebis Sesabamisad. saxel-
dobr gamoyofen yoveldRiuri moTxovnis, winaswari arCevis,
gansakuTrebuli da pasiuri moTxovnis saqonels. yoveldRiu-
ri moTxovnisaa saqoneli, romelsac yidulobs momxmarebeli
xSirad, gansakuTrebuli gansjis gareSe da minimaluri Zalis-
xmeviT arCevisas. am saqonlis magaliTia Tambaqos nawarmi, gaze-
Tebi, saponi. winaswari arCevisaa saqoneli, romlis arCevisa
da yidvisas momxmarebeli ganixilavs mas gamosadegobis, xaris-
xis, fasisa da garegani gaformebis mixedviT. amisi magaliTia
aveji, tansacmeli, msxvili sayofacxovrebo teqnika da sxv. wi-
naswari arCevis saqoneli iyofa homogenur (erTgvarovan) da
heterogenur (araerTgvarovan) jgufebad. homogenuri saqo-
neli daaxloebiT erTnairia xarisxis mixedviT, magram mniSvne-
lovnad gansxvavebulia fasis mixedviT, rac amarTlebs mis Se-
darebas SeZenisas. heterogenuri saqoneli gansxvavebulia
Tvisebebis da damatebiTi momsaxurebis mixedviT, rac xSirad
fasze ufro mniSvnelovania. maSasadame, momxmarebelTa indi-
vidualuri moTxovnis dasakmayofileblad mwarmoebelma kom-
paniam an sacalo vaWrobis sawarmom maT unda SesTavazos aseTi
saqoneli farTo asortimentiT da unda gaaCndeT maRalkvali-
ficiuri gamyidvelebis Stati, romlebic aucileblobis Sem-
TxvevaSi myidvelebs gauweven aucilebel konsultacias. gan-
sakuTrebuli moTxovnisaa saqoneli unikaluri TvisebebiT
an gansazRvruli savaWro markebiT, romlis SeZenisTvisac
myidvelTa sakmaod didi nawilia mzad damatebiTi Rone ixma-
ros (avtomobilebi, stereo da fotoaparatura, mamakacis kos-
tiumebi). aseTi saqonlis kargi magaliTia `Mersedes~ markis avto-
mobili. am SemTxvevaSi savaWro firmis adgilmdebareobas ara
aqvs didi mniSvneloba; mniSvnelovania, rom potenciurma myid-
velema icodnen misi misamarTi. pasiuri moTxovnisaa saqone-
li, romlis Sesaxeb momxmarebelma an ar icis, an icis, magram ar
fiqrobs mis SeZenaze. aseTi saqonlis klasikuri magaliTebia
sicocxlis dazRveva, enciklopediebi da sxv. pasiuri moTxov-
nis saqonlis marketingisTvis mTavaria sareklamo kampaniebis
Catareba da piradi gayidvebis organizacia.
sawarmoo daniSnulebis saqonlis klasifikacia xorci-
eldeba misi warmoebis procesSi monawileobis donis mixedviT.
gamoyofen aseTi saqonlis sam jgufs: masalebi da dakompleq-

246
tebis nawarmi, kapitaluri qoneba, damxmare masalebi da saqmia-
ni momsaxureba. masalebi da dakompleqtebis nawarmi gane-
kuTvnebian sawarmoo daniSnulebis saqonels, romelic mTlia-
nad ixarjeba produqciis wamroebis procesSi. iyofa or kla-
sad: nedleuli, naxevarfabrikatebi da damakompleqtebeli.
nedleuli iyofa or ZiriTad jgufad: sasoflo-sameurneo
produqtebi (xorbali, bamba, xorci, xili, bostneuli) da bu-
nebrivi produqtebi (Tevzi, merqani, nedli navTobi, rkinis ma-
dani). naxevarfabrikatebi da damakompleqteblebi iyofa
or kategoriad: masalebi (rkina, narTi, cementi, kabeli) da da-
kompleqtebis nawarmi (mcire Zravebi, salte, sxmuli). masale-
bi, rogorc wesi, ganicdian Semdgom gadamuSavebas; magaliTad,
Tujisagan miiReba foladi, narTidan _ qsovilebi, xolo Sem-
deg tansacmeli. dakompleqtebis nawarmi Sedis saboloo
produqtis SedgenilobaSi, cvlilebebis gareSe (mtversasru-
tebSi eleqtroZravis Cadgma, avtomobilebSi _ salteebis). ma-
salebisa da dakompleqtebis nawarmio iyideba pirdapir samrew-
velo momxmareblebze (sawarmoebze). am SemTxvevaSi umniSvne-
lovanesi marketinguli faqtorebia fasebi da servisi, xolo
brendingisa da reklamis mniSvneloba didi ar aris.
kapitaluri qoneba grZelvadiani samsaxuris saqonelia,
romelic uzrunvelyofs warmoebas an saboloo produqtis
warmoebis marTvas. iyofa or jgufad: Senobebi, nagebobebi, da
mowyobiloba; damxmare mowyobiloba. Senoba-nageboba da mow-
yobiloba moicavs nagebobebs (sawarmoo da saofise Senobebi)
da stacionaruli manqanebi da mowyobiloba (generatorebi,
wnexi, amweebi, centraluri kompiuterebi). aseT saqonels, ro-
gorc wesi, iZenen uSualod mwarmoeblebTan. mwarmoeblebi
mzad unda iyvnen daamuSavon nawarmi SemkveTis specifikaciebis
mixedviT da uzrunvelyon misi gayidvisSemdgomi momsaxureba.
Senobebis, nagebobebisa da mowyobilobis realizacia xorci-
eldeba upiratesad piradi gayidvebis formiT, reklamis mniS-
vneloba umniSvneloa. damxmare mowyobiloba moicavs gadaad-
gilebis sawarmoo meqanizmebsa da instrumentebs (xelis in-
strumenti, satvirTo meqanizmi), agreTve organizaciuli teq-
nika (personaluri kompiuterebi, muSa magidebi). damxmare mow-
yobiloba ar Sedis (materialurad) saboloo produqciis Sed-
genilobaSi. damxmare mowyobilobis gayidvisas didi mniSvne-
loba aqvs mis xarisxs, teqnikur maxasiaTeblebs, fassa da ser-
viss. damxmare masalebi da saqmiani momsaxureba moklevadia-
ni momsaxurebis da momsaxurebis saqonelia, romelic xels uw-

247
yobs warmoebas an saboloo produqciis warmoebis marTvas.
damxmare masalebi ori saxisaa: masalebi teqnikuri momsaxu-
rebisa da remontisaTvis (saRebavi, lursmani, Svabra) da da-
saxarji masalebi (sacxebi, naxSiri, saweri qaRaldi, fanqrebi).
damxmare masalebis realizacia xdeba samomxmareblo saqonlis
analogiurad, _ regularulad da minimaluri ZalisxmeviT ar-
Cevisas. isini standartizebulia, amitom didi mniSvneloba aqvs
fassa da serviss. saqmiani momsaxureba moicavs tenikur momsa-
xuresa da remonts (fanjrebis recxva, aslisgadamRebi teqni-
kis remonti) da sakonsultacio momsaxurebas (konsultacie-
bi samarTlisa da menejmentis sakiTxebze, reklama). sakonsul-
tacio momsaxurebis mimwodeblebisadmi mimarTvis safuZvelia
konsultanti _ firmebis da misi specialistebis profesiuli
reputacia.
mniSvnelovania sakiTxi saqonlisa da momsaxurebis diferen-
cirebis Sesaxeb. saqonlis diferencirebis ZiriTadi cvlade-
bia (faqtorebia): forma, Tvisebebi, funqcionirebis xarisxi, xa-
risxis Sesabamisoba, xangrZlivoba, saimedooba, stili, dizaini.
konkurenciis gamwvavebis kvalobaze izrdeba dizainis rogorc
saqonlisa da momsaxurebis diferencirebisa da pozicirebis
perspeqtiuli saSualeba. swrafad ganviTarebad bazrebze kon-
kurentebTan warmatebas xSirad ganapirobebs swored saqonlis
dizaini. dizainis (konstruqciis) cnebaSi moiazreba Tviseba-
Ta erToblioba, romlebic gansazRvraven saqonlis garegan sa-
xes da funqcionirebas myidvelTa moTxovnebis TvalsazrisiT.
dizaini gansakuTrebiT mniSvnelovania xangrZlivi gamoyenebis
saqonlis warmoebasa da marketingSi, kerZod rodesac saqme
exeba tansacmels, dafasoebul saqonelsa da sacalo vaWrobaSi
momsaxurebas. saqonlisa da momsaxurebis xarisxi warmoadgens
dizainis Semadgenels. dizainerma (konstruqtorma) unda gaana-
wilos saSualebebi, romlebic aucilebelad iqneba gamoyenebu-
li formis SeqmnaSi, damatebiTi Tvisebebis moZiebaSi, nawarmis
efeqtianobis amaRlebaSi, Sesabamisobis xarisxSi, xangamZleo-
baSi, saimedoobaSi, stilistikur damuSavebaSi. kompaniis Tval-
sazrisiT, kargi dizaini gamoixateba sqonlis warmoebisa da
gavrcelebis simartiveSi. myidvelis TvalsazrisiT, saqonels
unda gaaCndes mimzidveli garegani saxe, iolad SeiZlebodes
misi SefuTva, dayeneba (gamarTva), gamoyeneba, garemonteba da
utilizeba. dizaini gansakuTrebiT saWiroa samomxmareblo sa-
qonlis im mwarmoeblebisTvis, romlebsac ar SeuZliaT didi
Tanxebis daxarjva reklamaze. lideroba dizainis sxvadasxva

248
dargSi ekuTvnis italias (tanscmeli da aveji) da skandinavis
qveynebs (funqciuroba, esTetika da zrunva garmeoze). kompania
`Beaun~-ma germanuli qvedanayofi `Gillette~ eleqtrosaparsebis,
samzareulo kombainebis da sxv. produqciis dizaini aiyvana
umaRlesi xelovnebis doneze. kompaniis dizainis qvedanayofs
gaaCnia iseTive maRali statusi, rac sawarmoo qvedanayofs
(ganyofilebas). dizaini iTvleba marketingis mZlavr instru-
mentad.
Tu materialuri saqonlis diferencireba gaZnelebulia,
mimwodebelma kompaniam unda ganixilos am saqonlis Tanmxlebi
momsaxurebis moculobis gadidebisa da xarisxis amaRlebis Se-
saZlebloba. momsaxurebis diferencirebis ZiriTadi cvla-
debia: SekveTis gaformebis simartive, miwodeba, dayeneba (ga-
marTva), saqonlis momsaxureba da remonti, myidvelTa swavleba
da konsultireba.
sasaqonlo strategiis formirebaSi mniSvnelovani adgili
ukavia sasaqonlo sistemebsa da asortiments, SefuTvas, marki-
rebasa da garantiebs. sasaqonlo sistema sxvadasxva, magram
erTmaneTTan funqciurad SesaTavsebeli nawarmis jgufia. ma-
galiTad, jibis kompiuterebisaTvis iyideba periferiuli mow-
yobiloba (yursacvami, klaviatura, proeqtori da sxv.). saqon-
lis asortimenti (anu saqonel-miqsi) yvela saqonlisa da sa-
saqonlo erTeulis erTobliobaa, romlebic warmodgenilia
konkretuli gamyidvelis mier. sasaqonlo (saqonlis) asorti-
menti Sedgeba sxvadasxva sasaqonlo xazisagan. sasaqonlo xa-
zis cnebaSi moiazreba saqonlis jgufi (klasis farglebSi),
romelSic TiToeuli Semavali saqoneli mWidrod dakavSirebu-
lia erTmaneTTan analogiuri funqciebis Sesrulebis, myid-
velTa erTsa da imave jgufze orientaciis, gavrcelebis erTi
da igive arxis gamo. sasaqonlo xazi SeiZleba Sedgebodes sxva-
dasxva markis saqonlis, erTi markis saqonlis an erTi saxazo
gafarToebuli brendisagan (magaliTad, sicocxlis dazRveva).
cnobilia, rom `Ceneral Electric~ kompaniis qvedanayofi, romelic
uSvebs sayofacxovrebo teqnikas, momxmareblebs sTavazobs ma-
civrebs, qurebs, sarecx manqanebs. iaponiis kompania `NEC~-is
saqoneli _ miqsia kavSirgabmulobis saSualebebi da kompiute-
ruli saqoneli. Crdilo-dasavleTis universitetSi (aSS) asar-
Cevad abiturientebs sTavazoben sxvadasxva fakultetebs,
romlebsac uwodeben skolebs: samedicino, iuridiuli, biznes-
skola, manqanaTmSenebeli, samusiko, oratoruli xelovnebis,
Jurnalistikis, Tavisufali xelovnebis skolebs.
249
 kompaniis sasaqonlo asortimenti xasiaTdeba siganeTi, sig-
rZiT, siRrmiTa da harmoniulobiT (ix. cxrili 9.1,1 romelSic
warmodgenilia ramdenime sasaqonlo xazi):

cxrili 9.1
kompania `PROCTER & CAMBLE~-s saqoneli-miqsi da
sasaqonlo xazi (bazarze konkretuli saqonlis
gamoCenis TariRis CarTviT)

saqoneli-miqsi (sigane)
sarecxi kbilis pas- saponi sabavSvo qaRaldis
fxvnili ta amosafe- produq-
ni Cvari cia
sasaqonlo xazis sigrZe

`Ivory Snow~, `Glem~, `Ivory~, `Pampers~, `Charmin~,

1930 w. 1952 w. 1879 w. 1961 w. 1928 w.
`Dreft~, 1933 w. `Grest~, `Gamay~, `Luvs~, `Pufhs~,
1955 w. 1926 w. 1976 w. 1960 w.
`Tide~, 1946 w. `Zest~, 1952 w. `Bounty~,
1965 w.
`Cheer~, 1950 w. `Safeguard~,
1963 w.
`Dash~, 1954 w. `Oilof Olay~,
1983 w.
`Bold~, 1965w.
`Gain~, 1966 w.
`Era~, 1972 w.

¾ asortimentis sigane uCvnebs sxvadasxva sasaqonlo xa-

zis raodenobas, romlebsac uSvebs kompania. motanili
cxrilis mixedviT saqonel-miqsis sigane Seadgens xuT
xazs (sinamdvileSi mocemuli kompaniis sasaqonlo xaze-
bis ricxvi mniSvnelovnad metia);
¾ asortimentis sigrZe (postsabWouri sivrcis marketo-
logebi am maCvenebels uwodeben asortimentis gajerebu-
lobas) warmoadgens misi calkeuli Semadgeneli erTeu-
lebis saerTo raodenobas. ganxilul magaliTze aseTi sa-
saqonlo erTeulebis ricxvi Seadgens 20-s. xSirad lapa-
rakia sasaqonlo xazis saSualo sirgZis Sesaxeb, romlis
gansazRvrisaTvis saqonlis saerTo ricxvi (20) unda gai-
yos sasaqonlo xazebis ricxvze (5). amrigad, sasaqonlo
xazis saSualo sigrZe udris 4-s;

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 410.
250
 ¾ asortimentis siRrme uCvenebs TiToeuli saqonlis
nomenklaturuli erTeulebis raodenobas sasaqonlo
xazSi. Tu sarecxi saSualeba `Tide~ gamodis ori saxis, or
mdgomareobaSi (siTxe da fxvnili) da ori danamatiT, am
saqonlis siRrme 8-is tolia, e. i. arsebobs 8 sxvadasxva
nomenklaturuli erTeuli;
¾ saqonel-miqsis harmoniuloba asaxavs sxvadasxva sa-
saqonlo xazebis mTlianobis xarisxss maTi gamoyene-
bis, warmoebis, gavrcelebis arxebis an sxva maCveneble-
bis TvalsazrisiT.
bazarze gasatani saqonlis didi nawili saWiroebs SefuT-
vasa da markirebas. zogierTi SefuTva _ iseTebi rogoricaa
`Coca-Cola~-s boTlebi da `Kodak~-is firis kolofi _ cnobilia
mTeli msofliosTvis. bevri marketologi SefuTvas (`Packa-
ging~) uwodebs marketingis mexuTe `P~-s (saqonelTan, fasTan,
gavrcelebasa da win wawevasTan erTad). magram marketolo-
gebis umravlesoba SefuTvasa da markirebas ganixilavs ro-
gorc sasaqonlo strategiis elements. misi sxva mniSvnelo-
vani elementia garantiebi, informacia, romelTa Sesaxeb xSi-
rad aRniSnulia imave SefuTvebze. cnobilia SefuTvis Sem-
degi gansazRvra: saqonlisaTvis garsis (taris) damuSavebisa da
warmoebis saqmianoba. TviT garss agreTve uwodeben SefuTvas.
SefuTvas SeiZleba gaaCndes masalis sami fena. magaliTad,
odekoloni moTavsebulia flakonSi (pirveladi SefuTva),
romelic, Tavis mxriv, moTavsebulia muyaos kolofSi (meoradi
SefuTva), xolo es kolofi _ muyaos yuTSi (satransporto
SefuTva), romelSic eteva 60 kolofi. SefuTvis kargi dizai-
ni moxerxebulia momxmareblisTvis da gamosadegia win wawe-
visaTvis. SefuTva didi xania, rac gaxda stilis sagani, gansa-
kuTrebiT iseTi saqonlisTvis, rogoricaa kvebis produqtebi,
kosmetika, tualetis sagnebi, mcire sayofacxovrebo teqni-
ka. SefuTva es isaa, rac potenciur myidvels uqmnis pirvel
STabeWdilebas (dadebiTs an uaryofiTs) saqonlis Sesaxeb.
SefuTvis rogorc marketingis instrumentis rolis gaz-
rda dakavSirebulia Semdegi faqtorebis gavlenasTan:
¾ TviTmomsaxureba. TviTmomsaxurebis meTodiT reali-
zebadi saqonlis raodenoba mudmivad izrdeba. saSualo
supermarketSi daaxloebiT 15 aTasi sasaqonlo asor-
timentis arsebobisas myidveli erT wuTSi axlos gauv-
lis 300 erTeul saqonels. imis mxedvelobaSi miRebiT,
rom yvela yidvis 53% xorcieldeba impulsis gavleniT,
251
 SeiZleba iTqvas, rom efeqtiani SefuTva wyvets mraval
amocanas: ipyrobs yuradRebas, mianiSnebs saqonlis ga-
nasakuTrebulobas, iwvevs momxmarebelTa (myidvelTa)
ndobas da qmnis saqonlis Sesaxeb saerTo sasiamovno STa-
beWdilebas. am mxriv kargi magaliTia wignebiT vaWroba,
sadac myidvelebi irCeven saqonels zedmiwevniT gare-
kanis (ydis) mixedviT. amis TvalsaCino dadasturebaa kla-
sikur nawarmoebTa gayidvebis zrda, romlebic moTavse-
bulia axali kargi dizainis garekanSi;
¾ momxmarebelTa keTildReoba. momxmarebelTa keTil-
dReobis amaRleba niSnavs, rom myidvelebi mzad arian
gadaixadon damatebiTi Tanxa gaumjobesebuli SefuT-
visaTvis, romelic moxerxebulia, mimzidvelia, saime-
doa da prestiJulia;
¾ kompaniisa da savaWro markis imiji. yuradRebis mip-
yrobis SefuTva kompaniis an savaWro markis myisierad
gacnobis aucilebeli pirobaa;
¾ inovaciuri SesaZleblobei. principulad axal SefuT-
vas SeuZlia misces damatebiTi upiratesoba momxmareb-
lebs da xeli Seuwyos mwarmoebelTa mogebis gadidebas.
magaliTad, kompaniebi iyeneben axal masalebsa da mow-
yobilobas wvenebis paketebSi SefuTvisas (rom iyos ioli
misi gaxsna da daketva).
kargi SefuTvis damuSaveba axali saqonlisTvis moiTxovs
rigi gadawyvetilebebis miRebas. kompaniisa da momxmarebelTa
TvalsazrisiT SefuTvam unda uzrunvelyos Semdegi miznebis
miRweva:
¾ savaWro markis identificireba;
¾ informaciis TvalsaCinod da damarwmuneblad gadace-
ma;
¾ saqonlis transportirebis moxerxebulobis uzrunvel-
yofa da misi dazianebisagan dacva;
¾ nayidi saqonlis Senaxvis xelSewyoba;
¾ saqonlis moxmarebis xelSewyoba.
am marketinguli miznebis misaRwevad da momxmarebelTa
survilebis dasakmayofileblad aucilebelia swored airCes
SefuTvis esTetikuri da funqciuri elementebi. SefuTvis
yvela elementi harmoniulad unda iyos Sexamebuli erTma-
neTTan da Seesabamebodes kompaniis safaso (fasebis) poli-
tikas, mis sareklamo strategias da sxva marketinguli prog-
ramis Semdgenlebs. SefuTvis cvlilebam SeiZleba maSinaTve
252
dadebiTad imoqmedos gayidvebis moculobaze. magaliTad,
`Heath~-is (aSS) Sokoladis batonis saxvevis Secvlis Semdeg misi
gayidva gaizarda 25%-iT.
marketinguli TvalsazrisiT mniSvnelovania saqonlis mar-
kireba. markireba SeiZleba warmoadgendes martiv etikets an
iyos SefuTvis grafikuli dizainis nawili. etiketze SeiZleba
iyos naCvenebi mxolod savaWro markis saxelwodeba an informa-
ciis mniSvnelovani moculoba. markireba asrulebs ramdeni-
me funqcias. upirveles yovlisa, misi saSualebiT xdeba sa-
qonlis an markis identificireba (forToxlebze `Sunkist~-is
etiketi). markireba SeiZleba aCvenebdes saqonlis sorts (maga-
liTad, aSS-Si konservirebuli atmis sorti aRiniSneba asoebiT
`A~, `B~ da `C~). Cveulebrivad etiketze mocemulia saqonlis
aRwera (mwarmoebeli, warmoebis qveyana, warmoebis TariRi,
ZiriTadi komponentebi gamoyenebis instruqcia, usafrTxoebis
zomebi). dabolos, markirebis kargi grafikuli gadawyveta
xels uwyobs saqonlis win wawevas. mecnierul-teqnikuri prog-
resi ara marto saqonlis srulyofis, aramed, misi markirebis
gaumjobesebis aucilebeli pirobaa. droTa ganmavlobaSi eti-
ketis gaformeba Zveldeba da moiTxovs ganaxlebas. magaliTad,
1890 wlidan saponi `Ivory~-is (aSS) etiketi Seicvala aranak-
leb 18-jer: yovelTvis saerTo dizainSi SehqondaT cvlile-
bebi. amerikeli konsiumeristebi _ momxmarebelTa uflebebis
damcvelebi, moiTxoven kanonmdeblobis wesiT SefuTvaze
naCvenebi iyos warmoebis TariRi (produqtis siaxlis aRsa-
niSnavad), erTeulis fasi (produqciis standartuli erTeu-
lis Rirebuleba) sorti (sqonlis xarisxis donis SefasebisaT-
vis), agreTve produqtis procentuli Sedgeniloba (e. i. TiTo-
euli umniSvnelovanesi komponentis procentuli Sinaarsi).
mwarmoeblis mier produqciis funqcionirebis mosalod-
neli xarisxis formalur aRiarebas warmoadgens garantia,
e. i. SesaZlebloba daubrundes mas an servisis centrs saqoneli
remontis, Secvlis an fulis dabrunebis mizniT. bevri kompania
iZleva an saerTo, an specialur garantias. magaliTad, kompa-
nia `Procter & Camble~ pirdeba momxmareblebs saerTo an srul
dakmayofilebas Tavisi produqciiT (saqonliT): `Tu Tqven
xarT ukmayofilo, gamocvaleT (SecvaleT) an daabruneT sa-
qoneli~. sxva kompaniebi iZlevian specialur garantiebs, zog-
jer ki eqstraordinarul dapirebas. magaliTad:

253
 ¾ kompania `Ceneral Motors~ iZleva garantias 30 dRis gan-
mavlobaSi axali avtomobilebis dabrunebis SesaZleb-
lobis, Tu myidveli iqneba ukmayofilo nayidobiT;
¾ sastumro `Hampton Inn~ uzrunvelyofs RamiT mSvid
Zils, winaaRmdeg SemTxvevaSi stumrebs SeuZliaT ar ga-
daixadon;
¾ samSeneblo saqonlis mimwodebeli `Oakley Millwork~
iZleva garantias, rom sawyobSi katalogidan romelime
dasaxelebis saqonlis ararsebobis SemTxvevaSi Semkve-
Ti miiRebs saqonels ufasod da a. S.
garantiebi amcireben myidvelTa mosalodnel riskebs. isini
uzrunvelyofen saqonlis xarisxis maRal dones da kompaniis-
Tvis ndobis gamocxadebas. yovelive es kompanias aZlevs SesaZ-
leblobas daawesos fasebis ufro maRali done, vidre konku-
rentebma, romlebic ar iZlevian analogiur dapirebebs. ga-
rantiebi yvelaze efeqtiania or situaciaSi:
1. rodesac kompania an saqoneli jerjerobiT ar aris kar-
gad cnobili momxmareblebisTvis. magaliTad, kompania
yidis saSualebas laqebis mosacileblad. dapireba imaSi,
rom `warumateblobis SemTxvevaSi fulis dabruneba ga-
rantirebulia~, myidvelebs aniWebs gansazRvrul rwme-
nas xsenebuli saSualebis SeZenisas;
2. rodesac kompaniis saqonlis xarisxi mniSvnelovnad aRe-
mateba konkurentebis produqciis maxasiaTeblebs. bu-
nebrivia, rom am SemTxvevaSi kompaniis metoqeebi ver
SeZleben analogiuri garantiebis SeTavazebas.

9.3. momsaxurebis damuSaveba da servisis marTva

fizikuri saqonlis diferencireba sul ufro rTuldeba da

kompaniebi sul ufro mimarTaven momsaxurebis sferos. momsa-
xureba (servisi) xdeba biznesis sakvanZo mimarTuleba. amis na-
Teli magaliTia bevri kompaniis mier momsaxurebis sferoSi di-
di warmatebis mopoveba. aseTia msoflioSi cnobili kompania
`IBM~ (aSS). miaRwia ra warmatebas kompiuteruli teqnologiis
da programuli uzrunvelyofis dargSi, `IBM~-ma ganicada mas-
Staburi cvlilebebi. amJamad misi wliuri Semosavlis daax-
loebiT naxevari ($81 miliardi) modis globalur momsaxure-
baze. proeqtebis ufro warmatebuli mecnierul-kvleviTi da-
muSavebisa da momsaxurebis ufro xarisxiani gawevisaTvis am-
Jamad `IBM~ agzavnis aseulobiT Tavis wamyvan specialistebs
254
SemkveTebTan Sesaxvedrad maT mier informaciuli teqnolo-
giebis gamoyenebis wvrilmanebisa da Taviseburebebis garkve-
visaTvis. amocana mdgomareobs Zlieri kavSiris SeqmnaSi `IBM~-
sa da mis klientebs Soris, da misi Sesruleba gardaqmnis `IBM~
servisul kompaniad maRali teqnologiebis elementiT da ara
maRalteqnologiur kompaniad servisis elementiT.
momsaxurebis sferos kompaniebs SeaqvT arsebiTi wvlili
msoflio ekonomikasa da biznesSi. amitom momsaxureba warma-
tebiT ikavebs Tavis adgils bazarze. aSS ekonomika upiratesad
gaxda momsaxurebis ekonomika. es ganapiroba iman, rom bolo
aTwleulSi dasaqmebis done momsaxurebis sferoSi gaizarda
19%-iT, maSin rodesac igi warmoebis sferoSi gaizarda mxo-
lod 3%-iT. aRniSnulidan gamomdinare, momsaxurebis marke-
tingisadmi izrdeba Teoretikosebisa (marketologebisa) da
praqtikosebis (marketerebis) interesi. momsaxurebis sfero
mravalferovania. saxelmwifo seqtorSi Sedian sasamarT-
loebi, dasaqmebis samsaxurebi, saavadmyofoebi, samxedro sam-
saxurebi, policia, saxanZro dacva, fosta, skolebi, makontro-
lebeli organoebi. kerZo arakomerciuli seqtori aerTia-
nebs muzeumebs, qvelmoqmed organizaciebs, eklesiebs, kole-
jebs, fondebs, saavadmyofoebs. saqmian (biznes) seqtors
Seadgenen aviakompaniebi, bankebi, sastumroebi, sadazRvevo
kompaniebi, iuridiuli da sakonsultacio firmebi, praqti-
kosi eqimebi, uZravi qonebis saagentoebi, wyalsadenebis re-
montis kompaniebi, kinostudiebi. bevri muSaki, romlebic da-
saqmebulni arian sawarmoo seqtorSi (kompiuterebis opera-
torebi, buRaltrebi, iuridiuli personali), sinamdvileSi
dasaqmebulni arian `momsaxurebis fabrikaSi~, romelic uzrun-
velyofs `saqonlis fabrikis~ funqcionirebas. isinic, vinc
monawileoben sacalo vaWrobis seqtorSi (molareebi,
klerkebi, gamyidvelebi da myidvelTa momsaxurebis ganyofi-
lebaTa warmomadgenlebi), agreTve ewevian momsaxurebas.
aRiarebulia servisis Semdegi gansazRvra: servisi, anu
momsaxureba nebismieri araxelSesaxebi saqmianobaa, romlis
floba ar SeiZleba da erT mxares SeuZlia SesTavazos meore
mxares. zogierT SemTxvevaSi momsaxurebis SeTavazeba dakav-
Sirebulia materialur saqonelTan, sxva SemTxvevaSi ki ara-
viTar materialur saqonelTan. mwarmoeblebi, distributore-
bi da sacalo movaWreebi xSirad iyeneben momsaxurebis SeTa-
vazebis strategias bazarze TavianTi diferencirebisaTvis.
bevri saserviso kompaniebi aqtiurad iyeneben internets. kom-

255
paniis sabazro miwodeba (SeTavazeba), rogorc wesi, moicavs
ama Tu im momsaxurebas, amasTan servisul komponents SeiZleba
gaaCndes saerTo miwodebaSi sxvadasxva `wona~. ganasxvaveben
sabazro miwodebaTa xuT kategorias:
¾ gansakuTrebulad xelSesaxebi saqoneli. xdeba mate-
rialuri saqonlis miwodeba, iseTis rogoricaa saponi,
kbilis pasta an marili da araviTari damatebiTi momsa-
xurebis;
¾ xelSesaxebi saqoneli, romelsac Tan axlavs momsa-
xureba. miewodeba materialuri dovlaTi (saqoneli),
romelsac Tan axlavs momsaxurebis erTi an ramdenime sa-
xe. cnobilia, rom rac ufro teqnologiurad rTulia
tipuri saqoneli (magaliTad, avtomobili an kompiute-
ri), miT ufro misi gayidvebis moculoba ganisazRvreba
damatebiTi momsaxurebis (sagamofeno darbazebi, mita-
na, remonti da teqnikuri momsaxureba, gamomyeneblis
swavleba, gamarTva, garantia, eqsploataciis rCevebi)
raodenobiTa da xarisxiT;
¾ hibridi. miwodeba Tanabari zomiT Sedgeba saqonlisa
da Tanmxlebi momsaxurebisagan. magaliTad, restornis
klientebi erTdroulad moixmaren kvebis produqtebsa
da momsaxurebas.
¾ ZiriTad serviss Tan axlavs Sesabamisi saqonlis da
momsaxurebis miReba. magaliTad, aviamgzavrebi iZenen
a punqtidan b punqtSi gadaadgilebis momsaxurebas.
mgzavrobas Tan axlavs is, rom mgzavrebi Rebuloben an
moixmaren materialur sagnebs (kveba da sasmelebi, bile-
Tis Ziri, Jurnali), servisisaTvis saWiroa friad Zvirad-
Rirebuli nawarmi _ avialaineri. magram saqonlisa da
momsaxurebis SeZenis safuZvelia gadaadgilebis servisi.
¾ wminda momsaxureba. miwodeba Sedgeba Semdegi momsaxu-
rebisagan: fsiqoTerapia, masaJi an gadias momsaxureba.
momsaxurebisa da saqonlis Sezaveba, rasac adgili aqvs li-
teraturaSi, arTulebs servisis klasifikacias. aRsaniSnavia,
rom momsaxureba flobs ganmasxvavebel maxasiaTeblebs: ara-
xelSesaxeboba, ganuyofeloba, cvalebadoba da Senaxvis Se-
uZlebloba.
momsaxurebis sferos warmatebuli funqcionirebisaT-
vis gansakuTrebuli mniSvneloba aqvs am sferoSi marketin-
guli strategiebis damuSavebas. aradidixnis winaT momsa-
xurebis sfero CamorCeboda marketingis gamoyenebaSi mate-
256
rialuri warmoebis sferos, vinaidan pirvel sferos Seadgen-
dnen an mcire kompaniebi, an profesiuli organizaciebi, rom-
lebic saerTod ar iyenebdnen marketings. bevri mimwodeblis
momsaxurebis sfero sargeblobda imdenad didi moTxovniT
an konkurenciis done am saferoSi imdenad dabali iyo, rom
marketingis aucilebloba ar arsebobda. magram Seicvala situ-
acia momsaxurebis sferoSi da Zalian aqtualuri gaxda momsa-
xurebis marketingi am sferos wamyvani kompaniebisaTvis. mar-
ketingi momsaxurebis sferoSi moicavs sagareo, saSinao, ag-
reTve interaqtiul marketings. sagareo marketingi gan-
sazRvravs kompaniis Cveulebriv muSaobas fasebis dawesebis,
momxmareblebisTvis momsaxurebis gavrcelebisa da miwode-
bisaTvis; saSinao marketingi _ kompaniis muSakTa swavleba
da motivacia, romlebic xels uwyoben klientTa momsaxure-
bis xarisxis amaRlebas. aRiarebulia, rom marketingis samsa-
xuris yvelaze didi wvlili kompaniis warmatebaSi aris TiToe-
uli muSakis CarTva marketingul saqmianobaSi. interaqtiu-
li marketingi gansazRvravs personalis codnas moemsaxu-
ros klienturas. axali teqnologiebi iZlevian SesaZleblo-
bas arsebiTad amaRldes momsaxure personalis mwarmoebluro-
ba.
servisis xarisxi mowmdeba myidvelebTan yovel Sexvedrisas.
rasac aucileblad Tan axlavs efeqtiani momsaxureba. Tu ma-
RaziaSi molareebi arian mowyenili saxiT, maT ar SeuZliaT
martiv sakiTxebze pasuxis gacema an layboben erTmaneTTan,
xolo adamianebi rigSi dganan, bunebrivia, myidveli dafiq-
rdeba Rirs Tu ara am maRaziaSi Sesvla. myidvelTa molodi-
nebi momsaxurebis xarisxis mimarT yalibdeba bevri wyaros
zemoqmedebiT: warsuli gamocdileba, sxva admaianebis gamo-
Zaxili, reklama. myidvelebi arCeven maTTvis aucilebeli mom-
saxurebis mimwodebels da misi miRebis Semdeg adareben mo-
lodinebsa da miRebul STabeWdilebebs. Tu servisis aRqma ar
Seesabameba winaswar warmodgenas, myidveli kargavs interess
momsaxurebis mimwodeblisadmi. Tu misi molodinebi dakmayo-
filebulia umaRles doneze, igi mzadaa xelaxala mimarTos
xarisxiani momsaxurebis mimwodebels.
momsaxurebis xarisxis marTva sanimuSo kompaniebSi, ro-
gorc gamokvlevebma aCvena, umTavresad ganpirobebulia stra-
tegiuli dagegmvis sistemis arsebobiT, xelnmZRvanelobis mis-
wrafebiT servisis xarisxis amaRlebisaken., momsaxurebis ma-
Rali standartebiT, momsaxurebis miwodebis sistemiT, myid-

257
velTa saCivrebis dakmayofilebis sistemiT. ZiriTadi yurad-
Reba eqceva personalsa da klientebis dakmayofilebas. momx-
mareblebi cdiloben iyvnen momsaxurebis saukeTeso, yvelaze
popularuli mimwodeblebis klientebi. es mimwodeblebi zus-
tad gansazRvraven TavianT miznobriv momxmareblebs da maT
moTxovnilebebs da SeimuSaveben maTi dakmayofilebis deta-
lur strategias, riTac imsaxureben klientebis simpaTias.
iseTi kompaniebi, rogoricaa `Marritt~ da `Disney~, zustad asru-
leben yvela aRebul valdebulebas. am organizaciebis umaR-
lesi xelmZRvaneloba yovelTviurad ixilavs saqmianobis ara
marto finansur maCveneblebs, aramed gasawevi momsaxurebis
xarisxsac. rei kroki, kompania `conald's~-is meTauri, moiT-
xovs Tavisi TiToeuli restornisagan xarisxis, servisis do-
nis, sisufTavisa da fasebis standartebTan Sesabamisobas.
mimwodeblebi xSirad miuTiTeben TavianTi momsaxurebis sa-
erTo masidan gamoyofis sirTuleze. servisis sferos zogi-
erTi saxeebis _ kavSirgabmulobis, transportis, energomo-
maragebis, sabanko saqmianobis _ liberalizaciis procesma
gamoiwvia maTSi safaso konkurenciis gamwvaveba. bevri cno-
bili kompaniis magaliTebi mowmoben, rom im SemTxvevebSi,
rodesac myidvelebi afaseben momsaxurebis saxeebs rogorc
erTgvarovan saxeobas, pirvel planze gamodis fasi. swrafad
izrdeba momsaxurebis mravalferovneba, rac iwvevs masze
fasebis da mimwodeblebis mogebis Semcirebas.

daskvnebi

1. efeqtiani marketinguli strategiis SemuSavebisaTvis kom-

paniam (firmam) unda Seiswavlos rogorc Tavisi konkuren-
tebi, aseve realuri da potenciuri momxmareblebic (myid-
velebic). aucilebelia metoqe kompaniebis strategiaSi,
miznebSi, Zlier da sust mxareebSi garkveva.
2. kompaniis uaxloesi konkurentebia is kompaniebi, romlebic
muSaoben erTsa da imave miznobriv bazarze, akmayofileben
analogiur moTxovnilebebs, da gamodian daaxloebiT er-
Tnairi miwodebebiT. kompaniam gansakuTrebuli yuradReba
unda dauTmos farul konkurentebs, romelbic sTavazo-
ben momxmareblebs (myidvelebs) analogiur moTxovnile-
baTa dakmayofilebis axal saSualebebs.
3. bazris lideri flobs Sesabamisi (analogiuri) saqonlis baz-
ris yvelaze did wils. imisaTvis, rom SeinarCunos dominan-

258
 ti mdgomareoba, igi miiswrafvis erToblivi sabazro moT-
xovnilebis (moTxovnis) gafarToebisaken, cdilobs daicvas
Tavisi wili bazarze da, SeZlebisdagvarad, gaadidos igi.
4. saqoneli marketing-miqsis pirveli da mTavari elementia.
sasaqonlo strategia moiTxovs koordinirebul gadawyve-
tilebaTa miRebas asortimentis, savaWro markebis, SefuT-
visa da markirebis Taobaze. sabazro miwodebis formire-
bisas firmis marketingis samsaxurma unda gaiTvaliswinos
saqonlis xuTi done: ZiriTadi sargebeli, ZiriTadi saqo-
neli, molodinis saqoneli, Sevsebuli (damatebuli) saqo-
neli da potenciuri saqoneli.
5. saqonlis klasifikacia SeiZleba ganxorcieldes ramdeni-
me wesiT. gamoyenebis xangrZlivobisa da materialurobis
mixedviT saqoneli iyofa moklevadiani gamoyenebis saqon-
lad, xangrZlivi gamoyenebis saqonlad da momsaxurebad.
moxmarebis sferos mixedviT ganasxvaveben samomxmareblo
saqonels da sawarmoo daniSnulebis saqonels.
6. savaWro markebis diferencireba SeiZleba ganxorcieldes
saqonlis an momsaxurebis mravalferovani maxasiaTeble-
bis safuZvelze: formebi, Tvisebebi, funqcionirebis xa-
risxi, Sesabamisobis xarisxi, xangamZleoba, saimedooba, sti-
li da dizaini, agreTve iseTi servisuli maxasiaTeblebis sa-
fuZvelze rogoicaa SekveTis simartive, miwodeba (mitana),
gamarTva, myidvelTa swavleba, myidvelTa konsultireba,
teqnikuri momsaxureba da remonti.
7. kompaniebis umravlesoba awarmoebs da yidis saqonlis
erT saxeze mets. kompaniis sasaqonlo asortimenti xasi-
aTdeba siganiT, sigrZiT (gajerebiT), sirRmiTa da harmoniu-
lobiT. es ganzomilebebi kompaniis marketinguli strate-
giis damuSavebis ZiriTadi instrumenti da gadawyvetile-
baTa miRebis safuZvelia.
8. bevri saqoneli, romlebic gaitaneba bazarze, saWiroeben
SefuTvasa da markirebas. SefuTvis kargi dizaini momxma-
reblebis mier fasdeba gamoyenebis moxerxebulobisTvis da
mwarmoebels aZlevs upiratesobas saqonlis win wawevisas.
9. servisis (momsaxurebis) cnebaSi moiazreba nebismieri ara-
xelSesaxebi saqmianoba, romelsac erTi mxare awvdis (sTa-
vazobs) meore mxares. servisi SeiZleba iyos dakavSirebuli an
ar iyos dakavSirebuli materialur saqonelTan. momsaxure-
ba araxelSesaxebi, ganuyofeli, aramudmivi (cvalebadi) da
Senaxvis SeuZlebeli saqmianobaa. TiToeuli maTgani moiT-

259
 xovs gansazRvruli marketinguli strategiebis gamoyenebas.
servisulma kompaniebma aucileblad unda SeZlon araxel-
Sesaxebi gaxadon xelSesaxebi, miaRwion mwarmoeblurobis
zrdas, momsaxurebis xarisxis amaRlebas da standartizaci-
as, agreTve aiTvison momsaxurebis miwodebis regulirebis
xelovneba moTxovnis amaRlebisa da dacemis periodebSi.
10. winaT momsaxurebis sfero CamorCeboda warmoebis
sferos marketinguli midgomebisa da instrumentebis gamo-
yenebaSi, magram situacia TandaTanobiT icvleba. marke-
tingi momsaxurebis sferoSi unda iyos xolestikuri: aq sa-
Wiroa ara marto sagareo, aramed saSinao marketingic (per-
sonalis motivaciisaTvis), agreTve interqatiuri marketin-
gi, vinaidan momsaxurebis sferoSi maRal teqnologiebTan
erTad mniSvnelovania piradi kontaqtis maRali xarisxi.
11. kompaniebma unda marTon momsaxurebis xarisxi, Seiswav-
lon TiToeuli konkretuli klientis (momxmareblis) mom-
saxurebis Sedegebi. servisiT (gayidvisSemdgomi momsaxure-
biT) dakavebulebi arian saqonlis mwarmoeblebic. sauke-
Teso daxmarebis gawevisaTvis firma gansazRvravs, rogo-
ri momsaxureba warmoadgens yvelaze met faseulobas mom-
xmareblebisaTvis, da adgens mis SefardebiT mniSvnelo-
bas. gasawevi momsaxurebis kompleqsi moicavs rogorc ga-
yidvamde momsaxurebas, aseve gayidvis Semdgom momsaxure-
bas (myidvelTa momsaxurebis ganyofileba, teqnikuri mom-
saxureba da remonti).

260
 Tavi 10. safaso strategiebisa da
programebisdamuSaveba

10.1. faswarmoqmna da fasis dadgenis etapebi

fasi marketing-miqsis erTaderTi elementia, romelsac

moaqvs kompaniisTvis mogeba, danarCeni elementebi ki zrdian
xarjebs. amave dros fasi marketinguli programis erT-erTi
yvelaze moqnili elementia: saqonlis, gavrcelebis arxebisa
da win wawevis programebis maxasiaTeblebisagan gansxvavebiT
fasi SeiZleba swrafad Seicvalos. garda amisa, fasi bazarze
aCvenebs saqonlis an savaWro markis safaso pozicias. fass
sworad Seqmnil da sworad win waweul saqonelze bevrad Se-
uZlia gadaametos mis TviTRirebulebas da uzrunvelyos didi
mogeba.
maSasadame, fasi marto etiketze aRniSnuli Tanxa ar aris.
igi mravalmxrivi fenomenia. fasi xSirad adamians Tan axlavs:
¾ ixdis ganaTlebis safasurs, fuls samedicino momsaxure-
bisaTvis. avtokompaniebi, rkinis gza, taqsi da savtomo-
bilo kompaniebi moiTxoven mgzavrobis gadaxdas;
¾ komunaluri samsaxurebi TavianT fass uwodeben tari-
febs;
¾ bankebi ki Rebuloben procents kreditisaTvis (fulis
gacema sesxis saxiT);
¾ sadazRvevo kompaniebi _ fulad Sesatans;
¾ advokati moiTxovs winaswar honorars Tavisi momsaxu-
rebisaTvis;
¾ saSemosavlo gadasaxadi warmoadgens im fass, romelsac
ixdian adamianebi fulis `gamomuSavebisaTvis~ da a. S.
mravali saukunis ganmavlobaSi fasis dadgena xdeboda
myidvelebsa da gamyidvelebs Soris vaWrobis msvlelobisas.
zogierT sferoSi vaWroba arsebobs dRemde. erTiani fasis da-
weseba yvela myidvelisaTvis SedarebiT Tanamedrove ideaa,
romelic warmoiSva msxvilmasStabiani sacalo vaWrobis gan-
viTarebis Sedegad XX saukunis bolos. dRes, internetis gan-
viTarebis meoxebiT, fiqsirebuli fasebis tendencia iwyebs
Senelebas. Tanamedrove teqnologiebi aZleven SesaZleblobas
gamyidvelebs gaerkvnen myidvelTa gadaadgilebaSi msoflios
masStabiT da Sesabamisad moaxdinon miwodebisa da fasis vari-
reba. myidvelebs TavianTi mxriv aqvT SesaZlebloba swrafad

261
Seadaron sxvadasxva mimwodeblebis fasebi specialuri prog-
ramebis gamoyenebiT. tradiciulad fasi winandeburad inar-
Cunebs Tavis mniSvnelobas ganviTarebadi qveynebis mcxov-
rebTaTvis, mosaxleobis uRaribesi jgufebisaTvis da tipuri
saqonlis, moxmarebis sagnebis sferoSi. miuxedavad imisa, rom
bolo aTwleulSi momxmarebelTa qcevis arasafaso faqtore-
bis mniSvneloba mudmivad izrdeba, fasi mianc rCeba erT-er-
Ti umniSvnelovanesi elementi, romelic gansazRvravs kompa-
niis bazris wils da mogebianobis maCveneblebs. momxmareblebi
axorcieleben yidvas angariSianad (xelmoWerilad), aiZule-
ben ra sacalo movaWreebs Seamciron fasebi. movaWreebi cdi-
loben fasebis koreqtirebis siZneleebi gadaakisron mwar-
moeblebs. rogorc Sedegi bazari xasiaTdeba mniSvnelovani
fasCamoklebiT da gasaRebis stimulirebis RonisZiebaTa far-
To gamoyenebiT.
faswarmoqmnis politika mravalferovania. mcire kompa-
niebSi fasebs xSirad adgens direqtori, msxvil kompaniebSi
_ qvedanayofebis menejerebi. magram am SemTxvevaSic umaR-
lesi xelmZRvaneloba gansazRvravs saerTo miznebsa da fas-
warmoqmnis wesebs: rogorc wesi, amtkicebs fasebs, romleb-
sac waradgenen marTvis qveda donis menejerebi. ekonomikisa
da biznesis im dargebSi (aerokosmosuri, rkinigzis, navTobis)
sadac faswarmoqmna warmoadgens sakvanZo faqtors kompaniebi
qmnian fasebis ganyofilebebs (qvedanayofebs), romlebic ad-
genen fasebs an exmarebian kolegebs maT gansazRvraSi. aseTi
qvedanayofi SeiZleba daeqvemdebaros marketingis ganyofi-
lebas an uSualod top-menejments. garda amisa, fasebis da-
wesebaze gavlenas axdenen gayidvis, warmoebis, finansebis me-
nejerebi da buRalteria. bevri menejerisTvis faswarmoqmna
biznesis erT-erTi yvelaze rTuli aspeqtia, amasTan yovel-
dRiurad es aspeqti xdeba ufro rTuli. bevri kompania, saTa-
nadod ar erkveva ra faswarmoqmnis detalebSi, mimarTaven aseT
strategiebs: gansazRvraven TavianT xarjebs da amateben maT
dargis mogebis saSualo normas. adgili aqvs sxva gavrcele-
bul Secdomebsac: fasebis xSiri gadasinjva, rac ar iZleva
SesaZleblobas gaTvaliswinebul iqnes bazarze mimdinare
cvlilebebi; fasebis daweseba marketing-miqsis sxva elemen-
tebis gauTvaliswineblad, fasis rolis saTanadod ar Sefa-
seba pozicirebis strategiis realizaciaSi; fasebis dawesebi-
sas produqciis sxvadasxva saxeebis Taviseburebebis, bazris
segmentebis, gavrcelebis arxebisa da yidvis situaciis igno-

262
rireba. sxva kompaniebs axasiaTebT gansxvavebuli midgoma. maT-
Tvis fasi strategiuli menejmentis mniSvnelovani elementia.
aseT kompaniebs kargad esmiT, ramdenad Zlier gavlenas axdens
fasi Semosavalsa da mogebaze. isini irCeven sabazro miwode-
bebs da aweseben fasebs moqnilad, segmentebisa da danaxar-
jebis Taviseburebebis mixedviT.
bevri ekonomisti fass miiCnevs rogorc nominalur Rire-
bulebas. marketingSi aRiarebulia, rom momxmareblebi xSirad
aqtiurad amuSaveben informacias fasebis Sesaxeb, axdenen mis
interpretirebas, xelmZRvaneloben ra warsulSi miRebuli
codniTa da gamocdilebiT, formaluri komunikaciebiT (rek-
lama, kontaqtebi vaWrobis muSakebTan, sareklamo literatu-
ra), araformaluri komunikaciebiT (megobrebi, kolegebi, oja-
xis wevrebi), da informaciiT gayidvis adgilebSi an interne-
tidan. gadawyvetilebebi yidvebis Sesaxeb miiReba imis safuZ-
velze, momxmareblebi rogor aRiqvamen fasebs da ras miiCne-
ven isini mimdinare faqtiur fasad da ara fasis maCvenebelze
aRniSnuli Tanxis safuZvelze. momxmareblebisTvis SeiZleba
arsebobdes fasis qveda zRvari, romlis qveviT saqoneli aRiq-
meba rogorc uvargisi an dauSveblad mdare xarisxis; an ki-
dev fasis zeda zRvari, romlis zeviT fasebi sazRvrebs gada-
cilebulia, xolo saqoneli ganixileba rogorc ar aRiarebuli
im fasad, rasac am saqonlisaTvis moiTxoven. codna imisa, Tu
rogor yalibdeba fasis aRqma momxmareblebis mier, marketin-
gis samsaxuris erT-erTi prioritetuli amocanaa. ganixila-
ven am Temis sam ZiriTad aspeqts: referentuli fasebi, fasi-
sa da xarisxis urTierTkavSiri da safaso xerxi.
kvlevebma aCvenes, rom momxmareblebs SeuZliaT sakmaod
zustad warmoidginon fasebis diapazoni ama Tu im saqonel-
ze, magram adamianTa ricxvi, romlebsac ZaluZT daimaxsov-
ron zusti fasebi, saocrad mcirea. amasTan momxmareblebi
xSirad xelmZRvaneloben referentuli fasebiT. uyurebs
ra fasis maCvenebels, momxmarebeli (myidveli) xSirad ada-
rebs mas Siga referentul fasTan (safaso informaciasTan)
an gare fasTan (magaliTad, imasTan, rasac maRazia uwodebs
`Cveulebriv fass~). referentulma fasebma SeiZleba miiRon
mravalferovani saxe (cxrili 10.1)., movaWreebi xSirad cdi-
loben am fasebiT manipulirebas. magaliTad, univermaRebSi qa-
lis tansacmeli gamoifineba sxvadasxva ganyofilebebSi, rom-
lebic gansxvavdebian fasebis doniT. amis Sedegad tansacme-

263
li, romelic gamotanilia ufro ZviradRirebul ganyofileba-
Si, iTvleba ufro xarisxianad.
cxrili 10.1
samomxmareblo referentuli fasebis saxeebi

1 `samarTliani fasi~ (ramdeni unda Rirdes saqoneli)

2 tipuri fasi
3 ukanaskneli gadaxdili fasi
4 zeda fasi (sarezervo fasi, an is, ramdens gadaixdis momxma-
rebelTa umravlesoba)
5 qveda fasi (fasis qveda zRvari anu yvelaze naklebi, rasac ga-
daixdian momxmareblebi
6 konkurentebis fasebi
7 mosalodneli momavali fasi
8 Cveulebrivi fasi daTmobiT (fasmoklebiT)

bevri momxmarebeli fass aRiqvamen rogorc xarisxis maC-

venebels. fasis daweseba gansakuTrebiT efeqtiani prestiJu-
lobis faqtoris gaTvaliswinebiT iseTi saqonlisaTvis, ro-
goricaa parfiumeria da ZviradRirebuli avtomobilebi. Ta-
nafardobis Seswavlam fassa da xarisxs Soris gamoavlina
ormxrivi urTierTkavSiri am faqtorebs Soris. ufro Zvir-
fasiani avtomobilebi aRiqmeba rogorc modelebi, romlebic
gamoirCevian xarisxis maRali doniT. rodesac myidvels aqvs
damatebiTi informacia saqonlis WeSmariti xarisxis Sesaxeb,
fasis rogorc xarisxis maCveneblis mniSvneloba mcirdeba.
Tu aseTi informacia ar arsebobs, fasi gamodis rogorc xaris-
xis ZiriTadi indikatori.
momxmareblebis mier fasis aRqma damokidebulia agreTve
calkeul safaso strategiebzec. bevri gamyidveli miiCnevs,
rom fasi unda gamoisaxos aramrgvali ricxviT,. magaliTad,
Zalian xSirad sayofacxovrebo teqnikis reklamaSi gamocxa-
debulia ara 500 lari, aramed 499 lari. bevri myidveli aRiq-
vams amas ise, rogorc TiTqos saqonlis fasi ixreba 400 la-
risken da ara 500 larisken. kvlevebma aCvenes, rom momxmareb-
lebi moiazreben fass `marcxnidan marjvniv~ da ara damrgva-
lebis meTodiT. mocemuli garemoeba aucilebelia gaTvaliswi-
nebul iqnes, rodesac Semdegi, `damrgvalebuli~ done aRiqme-
ba rogorc zRvruli fasi, romlis zeviT adamianebs Cveuleb-
rivad ar undaT gadaixadon. aramrgvali fasis fenomenis sxva
axsna mdgomareobs imaSi, rom cifrebi 9, 99 da a. S. asocirdeba

264
momxmareblebSi fasCamoklebasTan da saqonelTan Semcirebuli
fasiT.
fasis pirveldawyebiTi dadgenis aucilebloba warmoiSoba
im periodSi, rodesac kompania amuSavebs (awarmoebs) axal na-
warms, warmarTavs arsebul saqonels axali marketinguli
arxis meSveobiT. kompaniam unda miiRos gadawyvetileba sa-
qonlis pozicirebis Sesaxeb xarisxisa da fasis donis mixedviT.
zogierT bazrebze, magaliTad avtomobilebis bazarze, gamo-
yofen rva safaso wertils, anu dones. bazrebis umravleso-
bas gaaCnia fasebis done samidan xuTamde. fasebis sxvadasxva
doniT sxvadasxva savaWro markebis Seqmnis naTeli magaliTia
`Marriott~-is kompaniebis jgufi. maTSi Sedian sastumroebis Sem-
degi qselebi: `Marriott Vacation Club – Vacation Villas~ (fasebis udi-
desi done), `Marriott Marguis~ (fasebis maRali done), `Marriott~ (fa-
sebi saSualodan umaRles donemde), `Renaissance~ (fasebi saSu-
alodan maRal donemde), `Courtyard~ (fasebis saSualo done),
`Towne Place Suites~ (fasebi saSualodan dabal donemde) da
`Fairfield Inn~ (fasebis dabali done). momxmareblebi xSirad ax-
denen savaWro markebis `ranJirebas~ sasaqonlo kategoriaSi
maTi safaso doneebis Sesabamisad. TiToeuli calke aRebuli
donis farglebSi arseboben dasaSvebi fasebis sazRvrebi, rom-
lebic gansazRvraven e. w. safaso diapazonebs. menejerebi-
saTvis es diapazonebi emsaxurebian moqnilobasa da siganes,
romlebic dasaSvebia fasebis dadgenisas safaso doneebis
farglebSi.
faswarmoqmnis politikis SemuSaveba gulisxmobs mravali
faqtoris analizs. ganixilaven faswarmoqmnis proceduris
eqvs safexurs (etaps): faswarmoqmnis amocanis dasma; moT-
xovnis Sefaseba; sakuTari xarjebis Sefaseba; konkurentebis
xarjebis, fasebis da miwodebaTa analizi; faswarmoqmnis me-
Todis arCeva; fasis saboloo dadgena.
1. faswarmoqmnis amocanis dasma. Tavidanve kompaniam
unda miiRos gadawyvetileba sabazro miwodebis pozici-
rebis Sesaxeb. rac ufro zustadaa gansazRvruli kompa-
niis amocanebi, miT ufro iolia fasis dadgena. Cveu-
lebrivad faswarmoqmnaSi kompania arCevs erT-erTs
Semdegi ZiriTadi amocanebidan: gadarCena, mimdinare mo-
gebis maqsimizacia, bazris wilis maqsimizacia, `naRebis
moxda~ maqsimalurad an lideroba `fasi/xarisxi~ maCve-
neblis mixedviT.

265
 gadarCenis uzrunvelyofa xdeba kompaniis ZiriTadi amo-
cana im SemTxvevaSi, rodesac igi waawydeba Warbwarmoebis
problemas, mwvave konkurencias an momxmarebelTa survile-
bis Secvlas. gadarCenis etapi ganixileba rogorc mokleva-
diani amocana. Semdeg kompaniam unda ipovos fasebis amaRle-
bis gza an unda emzados likvidaciisaTvis.
bevri kompania irCevs saqonlis iseT fass, romelic mas aZ-
levs SesaZleblobas moaxdinos mimdinare mogebis maqsimi-
zireba. isini afaseben moTxovnasa da xarjebs, da ramdenime
alternatiuli fasis ganxilvis Sedegad, irCeven imas, rome-
lic uzrunvelyofs mogebis udides dones an investiciebis
rentabelobas. aseTi midgoma miuTiTebs imaze, rom kompania
kargadaa garkveuli moTxovnisa da xarjebis dinamikaSi, Tum-
ca praqtikaSi amis garkveva ar aris martivi saqme. finansuri
warmatebisTvis gamodevneba da marketing-miqsis sxva elemen-
tebis, konkurentebis reaqciis, faswarmoqmnis sferoSi saka-
nonmdeblo SezRudvebis ignorireba eWvs qveS ayenebs kompa-
niis grZelvadian perspeqtivebs.
zogierTi kompania miiswrafvis bazris Tavisi wilis maq-
simizirebisaken darwmunebuli imaSi, rom gayidvebis didi
moculoba iwvevs saqonlis erTeulze xarjebis Semcirebas da
perspeqtivaSi mogebis gadidebas. aseTi kompaniebi TavianT
saqonelze aweseben fasebis yvelaze dabal dones. am midgomam
miiRo bazarze SeRwevis safaso strategiis saxelwodeba.
fasebis dabali donis dawesebas xels uwyoben Semdegi piro-
bebi:
2. bazris didi mgrZnobiaroba fasebis donisadmi, bazris
zrdis stimulirebis SesaZlebloba. fasis dabali do-
nis daxmarebiT;
3. warmoebis xarjebisa da saqonlis gavrcelebaze dana-
xarjebis Semcireba sawarmoo gamocdilebis dagrove-
bis kvalobaze;
4. fasis dabali donis daweseba `afrTxobs~ realur da
potenciur konkurentebs.
kompaniebi bazarze axali teqnologiuri saqonlis gatani-
sas amjobineben daaweson didi fasebi da maqsimalurad `mo-
xadon naRebi~. naRebis moxdis safaso strategias, rode-
sac pirvelad adgenen fass maRal doneze, xolo Semdeg Tan-
daTanobiT amcireben, xSirad mimarTavs kompania `Sony~. ro-
desac 1990 wels `Sony~-m gamouSva iaponiis bazarze pirvelad
msoflioSi umaRlesi mkafio gamosaxvis televizori

266
(`HDTV~), maRali teqnologiebis am nimuSis fasi iyo $43 aTa-
si. `teqnikis saswauls~ iZendnen myidvelebi, romlebic mzad
iyvnen gadaexadaT Zalian didi fuli aRniSnuli siaxlisTvis.
rom miezidaT axali myidvelebi, Semdgomi sami wlis ganmav-
lobaSi `Sony~ stabilurad amcirebda fass. 1993 wels iaponi-
is momxmareblebs SeeZloT eyidaT umaRlesi mkafio gamosaxu-
lebis televizori (diagonaliT 28 diumi) $6 aTasad. 2004 wels
televizori (diagonaliT 42 diumi) Rirda ukve $1200 aTasi.
amrigad, `Sony~ kompaniam `moxsna~ maqsimaluri Semosavali baz-
ris sxvadasxva segmentebidan. `naRebis moxdis~ meTodis war-
matebiT gamoyeneba SesaZlebelia Semdegi pirobebis arsebo-
bisas:
1. myidvelTa sakmarisi ricxvis mxridan mimdinare moT-
xovnis maRali done;
2. warmoebis xarjebi produqciis erTeulze gamoSvebis
mcire moculobisas ara imdenad didia, rom ar iyos mo-
gebis miRebis SesaZlebloba fasis maRali donis piro-
bebSic;
3. miuxedavad fasis maRali donisa, sxva mwarmoeblebi ar
Cqaroben gawion konkurencia;
4. fasebis maRali done reputacias uqmnis kompaniis saqo-
nels, rogorc maRali donis xarisxis produqcias.
kompanias SeuZlia daisaxos lideris poziciaze saqon-
lis fasi/xarisxis mixedviT gasvlis amocana. bevri kompania
(firma) cdilobs lideris poziciis dakavebas:kafe `Starbucks~,
avtomobili `BMW~, samzareulos qura `Viking~ da sxva pozi-
cirebulebi arian rogorc liderebi xarisxis mixedviT Tavi-
anT sasaqonlo kategoriebSi. kargad mofiqrebuli marketin-
gis (maT Soris maRaziebSi) meoxebiT markebma (brendebma) `Grey
Goose~ da `Absolut~ daikaves superpremiumis klasis `niSa~. orive
brendi iTvleba maRali klasisa da eqskluziur brendebad.
arakomerciuli da sazogadoebrivi organizaciebis speci-
fika gansazRvravs maTi faswarmoqmnis politikis amocanebsac.
magaliTad, universitetebis amocanaa xarjebis nawilob-
rivi dafarva, vinaidan danarCeni danaxarjebi ifareba
kerZo Semowirulobebidan da saxelmwifo dotaciebidan.
arakomerciul saavadmyofoebs SeuZliaT daisaxon danaxar-
jebis srulad dafarvis amocana. Teatrebi adgenen bileTeb-
ze fasebs, romlebic iZlevian SesaZleblobas Seivsos adgi-
lebis maqsimumi darbazSi.

267
 2. moTxovnis Sefaseba. saqonlis fasis TiToeuli mniS-
vneloba ganapirobebs moTxovnis sxvadasxva dones da gan-
sxvavebul gavlenas axdens kompaniis marketingul amocanebze.
arsebobs pirdapiri damokidebuleba fassa da moTxovnas So-
ris. Cveulebriv situaciaSi moTxovna da fasi ukuproproci-
ul damokidebulebaSia, e. i. rac ufro maRalia fasis done, miT
ufro dabalia moTxovnis done da piriqiT. magram prestiJul
saqonelze zogjer adgili aqvs sapirispiro dinamikas. maga-
liTad, parfiumeriis kompaniam aamaRla fasis done da aman
gamoiwvia moTxovnis gazrda! zogierTi momxmarebeli fase-
bis maRal dones aRiqvams rogorc xarisxis donis amaRlebis
maCvenebels. magram Tu fasis done metismetad maRalia, moT-
xovnis done SeiZleba Semcirdes. pirveli nabiji moTxovnis
donis Sefasebisken gulisxmobs faqtorebis analizs, romle-
bic zemoqmedeben myidvelis mgrZnobiarobaze fasis mimarT.
saerTod myidvelebi yvelaze mgrZnobiarebi arian im saqon-
lis fasebis mimarT, romelic an Zviri Rirs, an xSirad SeiZe-
nen. rac ufro iafia saqoneli da rac igi iyideba ufro iSvia-
Tad, miT ufro dabalia mgrZnobiarobis done fasis mimarT.
safaso mgrZnobiarobis dabali done damaxasiaTebelia im sa-
qonlisaTvisac, romlis fasi Seadgens mxolod saerTo dana-
xarjebis mcire nawils saqonlis SeZenaze, eqsploataciasa da
momsaxurebaze. Tu gamyidveli daarwmunebs momxmareblebs Ta-
visi saqonlis upiratesobebSi, igi SeZlebs gayidos saqoneli
fasSic, romelic aRemateba konkurentebis fass. kompaniebis
umravlesoba moTxovnis analizisaTvis iyeneben Semdeg meTo-
debs: statistikuri analizi, eqsperimentebis Catareba fa-
sebze, myidvelTa gamokiTxvebis Catareba. mniSvnelovania sa-
kiTxi moTxovnis elastikurobis Sesaxeb. kompaniisTvis au-
cilebelia icodes, ramdenad aris moTxovna mgrZnobiare, anu
elastikuri, fasis cvlilebis mimarT. Tu fasis mcire koreq-
tirebis gavleniT saqonelze moTxovnis done TiTqmis ar ic-
vleba, maSin amboben, rom moTxovna araelastikuria. rodesac
fasis mcire gadidebis an Semcirebisas moTxovnis done ic-
vleba arsebiTad, miRebulia msjeloba misi elastikurobis
Sesaxeb. rac ufro maRalia moTxovnis elastikurobis done,
miT ufro gayidvebis didi moculoba gamoiwvevs fasis Semci-
rebas 1%-iT.
3. xarjebis Sefaseba. saqonlis maqsimaluri fasi gansaz-
Rvravs masze moTxovnis dones, xolo misi qveda zRvari _
kompaniis xarjebs. mimwodebeli miiswrafvis daawesos iseTi

268
fasi, romelic dafaravs mis xarjebs saqonlis warmoebis, gav-
rcelebisa da realizaciis sferoSi, saTanado gasamrjelos
CaTvliT gaweuli Zalisxmevisa da riskisaTvis. magram rodesac
fasis daweseba xdeba saqonlis sruli TviTRirebulebis safuZ-
velze, saboloo Sedegi yovelTvis ar aris wminda mogeba. ga-
nasxvaveben xarjebis or saxes: mudmivi da cvalebadi xarje-
bi. mudmivi xarjebi is xarjebia, romlebic rCeba ucvleli,
miuxedavad warmoebis moculobisa da realizaciidan amona-
gebisa (saTavsebis arenda, gaTboba, kreditebis procenti, admi-
nistraciis xelfasi da a. S.). cvalebadi xarjebi pirdapir
damokidebulia warmoebis moculobaze. magaliTad, kompaniis
TiToeuli kalkuliatoris Rirebuleba moicavs plastmasis,
mikroprocesoris, SefuTvis da a. S. fass. produqciis erTe-
ulze gaangariSebiT es xarjebi, rogorc wesi, ucvlelia. cva-
lebads uwodeben am xarjebs imitom, rom maTi saerTo Tanxa
icvleba warmoebuli produqciis raodenobis Sesabamisad. sru-
li danaxarjebi mudmivi da cvalebadi xarjebis Tanxaa war-
moebis TiToeuli konkretuli donisaTvis. xarjebs produq-
ciis erTeulze warmoebis moculobisaTvis, tolia sruli
danaxarjebis, romlebic gayofilia warmoebuli produqciis
raodenobaze, uwodeben saSualo xarjebs. mwarmoebeli kom-
paniebi (firmebi) miiswrafvian TavianT produqciaze daawe-
son fasi, romelic dafaravs warmoebis srul xarjebs.
Tanamedrove kompaniebi cdiloben moaxdinon TavianTi mi-
wodebebisa da miwodebis pirobebis adaptireba sxvadasxva
momxmareblebis moTxovnilebasTan. magaliTad, mwarmoebeli,
romelic urTierTmoqmedebs sacalo vaWrobis ramdenime qsel-
Tan, SeTanxmdeba maTTan sxvadasxva pirobebSi. maT Soris zo-
gierTisTvis aucilebelia saqonlis miwodeba yoveldRiu-
rad (sacalo vaWrobis kompanias unda Tavisi sasawyobo mara-
gis minimizireba), sxvas sWirdeba saqonlis Setana kviraSi or-
jer, magram Seecdeba miiRos amisaTvis damatebiTi fasdakleba.
amis Sedegad mwarmoeblis xarjebi da Sesabamisad misaRebi
mogebis sidideebi iqnebian sxvadasxvanairi. rom Sefasdes
operaciaTa realuri rentabeloba sxvadasxva sacalo vaWro-
bis qselebTan, mwarmoebelma uari unda Tqvas xarjebis stan-
dartul aRricxvaze danaxarjebis saqmianobis saxeebis mi-
xedviT aRricxvis sasargeblod (ABC_ analizi, an funqciu-
ri aRricxva). `ABC~ _ analizi mimarTulia realuri xarje-
bis gamovlenaze, romlebic ganekuTvneba TiToeuli momxmareb-
lis momsaxurebas. amasTan arapirdapiri danaxarjebi (gafor-

269
mebaze, administraciaze, momaragebaze da a. S.) ganekuTvnebian
ara pirdapir, aramed saqmianobis saxeebs, romlebSic isini
warmoiSvebian. cvalebadi danaxarjebi da zednadebi xarjebi
unda daiyos Semadgenel nawilebad konkretul momxmarebleb-
Tan mikuTvnebiT. kompaniebi, romlebic sworad ar Seafaseben
xarjebs, ver SeZleben zustad gansazRvron mogeba, rac iwvevs
Secdomebs marketingul ZalisxmevaTa ganawilebaSi. mTavari
`ABC~ _ analizis gamoyenebaSi aris `saqmianobis saxeebis~ swo-
ri Sefaseba. xarjebis Tanxa bevrad damokidebulia warmoebisa
da dagrovili gamocdilebis masStabebze. garda amisa, igi Se-
iZleba Seicvalos xarjebis Semcirebaze konstruqtorebis,
inJinrebis da Sesyidvebis specialistebis mimarTul Zalis-
xmevaTa Sedegad. es miiRweva xarjebis miznobrivi gansaz-
Rvris meTodiT. Tavidanve momxmareblebisaTvis mniSvnelo-
vani axali saqonlis maxasiaTeblebis gamosavlenad tardeba
bazris gamokvleva. konkurentebis saqonlisa da fasebis mim-
zidvelobis safuZvelze ganisazRvreba fasi, romlis mixed-
viT unda gaiyidos axali saqoneli. amis Semdeg mocemul fass
akldeba miznobrivi mogeba, romlis Sedegad miiReba miznob-
rivi TviTRirebuleba. Semdeg analizdeba am TviTRirebule-
bis (danaxarjebi kvlevebsa da damuSavebebze, warmoebisa da
gayidvebis organizaciaze) sxvadasxva Semadgenlebi da Seis-
wavleba maTi Semcirebis SesaZleblobebi. amrigad, mwarmoebe-
li kompania miiswrafvis SesabamisobaSi moiyvanos gegmuri xar-
jebi miznobriv xarjebTan. Tu dasaxuli mizani (swrafva) ver
xorcieldeba SeiZleba miRebul iqnes gadawyvetileba warmo-
ebis Sewyvetis Sesaxeb.
4. konkurentebis xarjebis, fasebisa da miwodebebis
analizi. SesaZlo fasebis diapazonis Sesaxeb monacemebze
dayrdnobiT, romelic ganisazRvreba sabazro moTxovnilebisa
(moTxovnisa) da sakuTari xarjebis safuZvelze, kompaniam fa-
sis konkretuli Sefasebis dadgenisas unda gaiTvaliswinos
konkurentebis danaxarjebi, fasebi da SesaZlo safaso reaqcie-
bi. pirvel rigSi, aucilebelia Seswavlil iqnes uaxloesi kon-
kurentis fasebi. Tu kompaniis miwodeba gansxvavdeba ZiriTadi
konkurentis miwodebisagan kargi gagebiT, saqonelze dasawe-
sebelma fasma SeiZleba gadaametos metoqe kompaniis fass. im
zomiT (sididiT), rac miwodebebSi dadebiTi gansxvavebis pro-
porciulia. Tu konkurentis miwodeba Seicavs iseT raimes,
rac ara aqvs kompanias, Sesatyvisi gansxvavebebi aucilebelia
Sefasdes da moxdes fasis koreqtireba Semcirebis mimarTu-

270
lebiT. sabolood kompania Rebulobs gadawyvetilebas daawe-
sos Tu ara ufro meti, Tanabari, an naklebi fasi, konkuren-
tebTan SedarebiT. amave dros kompaniis menejmentma unda Se-
imuSavos gegmebi im SemTxvevisaTvis, rom konkurenti kompa-
niis axali saqonlis gamoCenaze pasuxad Secvalos fasi Tavis
produqciaze.
5. faswarmoqmnis meTodis arCeva. Tu cnobilia samom-
xmareblo moTxovnis funqcia, xarjebis funqcia da konkuren-
tebis fasebi, maSin kompania mzad aris Tavis saqonelze fasis
dawesebisaTvis. sami faqtori, romlebic yvelaze met gavle-
nas axdenen fasze, warmodgenilia 10.1 naxazze. minimalurad
SesaZlo fasi ganisazRvreba produqciis warmoebis xarjebiT.

nax. 10.1. sami faqtori, romlebic gavlenas axdenen faswarmoqmnaze

konkurentebis fasebi da Semcvleli saqonlis fasebi war-

moadgenen samagaliTo mniSvnelobas, romelzec unda moxdes
orientireba saqonelze fasis gansazRvrisas. myidvelTa azri
saqonlis TaviseburebaTa unikalurobis Sesaxeb gansazRvravs
fasis `Wers~. saqonlis konkretuli fasis dasadgenad gamoiye-
neba faswarmoqmnis sxvadadsxva meTodi. kompaniaSi miRebuli
faswarmoqmnis meTodi, rogorc wesi, iTvaliswinebs zemoT
aRniSnuli faqtorebidan erT-erT maTgans. ganixilaven fas-
warmoqmnis eqvs meTods: `xarjebi plus damateba~, mogebis miz-
nobrivi normis safuZvelze, saqonlis aTvisebuli faseulobis

271
safuZvelze, saqonlis xelsayreli fasis safuZvelze, fasebis
mimdinare donis safuZvelze da saauqciono faswarmqomna.
faswarmoqmnis meTodi _ `xarjebi plus damateba~. fas-
warmoqmnis umartivesi meTodia, romelic gulisxmobs saqon-
lis TviTRirebulebaze standartuli damatebis daricxvas.
magaliTad, samSeneblo kompaniebis mier samuSaoTa Sesrule-
bis safaso winadadebebi gaiangariSeba rogorc proeqtis re-
alizaciisa da mogebis standartuli marJis sruli xarjebis
Tanxa. iuristebi, finansisti-konsultantebi da profesiuli
momsaxurebis sxva mimwodeblebi Cveulebrivad adgenen gasam-
rjelos sidides rogorc standartuli damatebis da drois
danaxarjebisa da xarjebis RirebulebiTi Sefasebis Tanxas.
gaangariSebis nebismieri meTodika, romelic ar iTvaliswi-
nebs moTxovnis mimdinare dones, saqonlis aTvisebul faseu-
lobasa da konkurenciis pirobebs, ar iZleva optimalur fasze
gasvlis SesaZleblobas. faswarmoqmna meTodiT `xarjebi plus
damateba~ muSaobs mxolod im SemTxvevaSi, Tu dadgenili fasi
namdvilad uzrunvelyofs gayidvebis sasurveli moculobis
miRwevas. fasebis gaangariSebis meTodika damatebebis safuZ-
velze rCeba friad popularul meTodikad. igi ufro samar-
Tliania rogorc myidvelebisaTvis, aseve gamyidvelebisaT-
visac.
faswarmoqmna mogebis miznobrivi normis safuZvelze
gulisxmobs fasis gansazRvras, romelic uzrunvelyofs kompa-
niisTvis investiciebis sasurvel rentabelobas. aseT meTods
iyenebs kompania `Ceneral Motors~, romelic avtomobilebze awe-
sebs fasebs imgvarad, rom miaRwios rentabelobis 15-20%
maCvenebels. mocemuli meTodi gamoiyeneba agreTve komuna-
luri samsaxurebis sawarmoebis mier, romlebisTvisac auci-
lebelia dadgindes `samarTliani~ rentabeloba. rentabelo-
bis maCvenebeli aRwevs 20%-s im pirobiT, Tu danaxarjebisa da
gayidvebis prognozi Sesrulebulia sworad. magram ra moxdeba,
Tu gayidvebis moculoba ver miaRwevs 50 aTas calis dones?
rom warmodgenil iqnes situacia gayidvis sxva moculobebisas,
mwarmoebels SeuZlia aagos warmoebis uzaralo moculobis
grafiki (nax. 10.2).
faswarmoqmnisas saqonlis aTvisebuli faseulobis sa-
fuZvelze faswarmoqmnis sakvanZo faqtorad ganixileba ara
marto gamyidvelis xarjebi, ramdenic saqonlis aRqma myid-
velebis mier. myidvelis cnobierebaSi saqonlis faseulobis
Sesaxeb warmodgenis formirebisaTvis gamoiyeneba marketing-
miqsis arasafaso elementebi, saxeldobr reklama da piradi
272
gayidva. asaTvisebeli faseuloba emyareba ramdenime elements,
kerZod myidvelis warmodgenebi saqonlis maxasiaTeblebis Se-
saxeb, miwodebis pirobebi, sagarantio valdebulebebi, teqni-
kuri daxmareba. gaiTvaliswineba agreTve `ufro araxelSesaxe-
bi~ xarisxi, rogoricaa reputacia, ndoba da pativiscema mim-
wodeblis mimarT. amasTan sxvadasxva myidvelebisaTvis sxva-
dasxva elementebs aqvT sxvadasxva mniSvneloba. rogorc Se-
degi erT nawils ainteresebs upiratesad fasi, meore nawils
_ saqonlis faseuloba, mesame nawili loialuria erTi da
imave mimwodeblebis mimarT. am sami jgufidan TiToeulisaT-
vis aucilebelia Tavisi strategia. myidvelTa misazidad,
romlebic orientirebulni arian faseulobaze, saWiroa ino-
vaciebi da kompaniis miwodebaTa faseulobis mudmivad dadas-
tureba. loialuri myidvelebis SesanarCuneblad aucilebe-
lia fulis Cadeba `megobrul~ urTierTobaTa SenarCunebaSi.

nax. 10.2. warmoebis kritikuli moculobis wertilis gansazRvris

grafiki. fasis dadgena mogebis dabandebul kapitalze da-
gegmili normis safuZvelze

bolo wlebSi zogierTi kompaniebi iyeneben faswarmoq-

mnas saqonlis xelsayreli fasis safuZvelze. isini moipo-
veben myidvelebs, aweseben ra SedarebiT fasebis dabal do-
nes kargi xarisxis saqonelze. faswarmoqmna saqonlis xelsay-
reli fasis safuZvelze _ es ar niSnavs martivad fasis ufro
dabali donis dawesebas konkurentebTan SedarebiT. am meTo-
dis gamoyeneba gulisxmobs kompaniis saqmianobis mniSvnelo-
van reorganizacias imisaTvis, rom Semcirdes warmoebis xar-
jebi saqonlis xarisxisTvis zianis miuyeneblad da rogorc Se-
degi mizidul iqnes meti myidvelebi. xelsayreli fasis safuZ-
273
velze faswarmoqmnis mniSvnelovani nairsaxeobaa `fasebis
dabali donis strategia yovel dRe~ sacalo gayidvebis
doneze. sacalo movaWre, romelic mimarTavs aseT praqtikas,
mudmivad awesebs fasebis dabal dones raime fasdaTmobis da
specialuri fasebis SeTavazebis an TiTqmis ar SeTavazebis
gareSe. iyeneben agreTve meTods `maRali done _ dabali
done~, romlis drosac sacalo movaWre Cveulebrivad awe-
sebs fasebis ufro maRal dones, magram sakmaod xSirad ata-
rebs gasaRebis stimulirebis RonisZiebebs, droebiT amci-
rebs fasebs principiT `fasebis dabalo done yovel dRe~.
orive aRniSnuli strategia sakvanZoa myidvelTa mizidvis
TvalsazrisiT.
faswarmoqmna fasebis mimdinare donis safuZvelze
sakmaod popularuli meTodia. kompaniebi varaudoben, rom ase-
Ti midgoma mizanSewonilia im SemTxvevaSi, rodesac garTu-
lebulia xarjebis gaangariSeba an SeuZlebelia konkurente-
bis reaqciis winaswar ganWvreta kompaniebis xelmZRvaneloba
miiCnevs, rom mimdinare fasebis done dargis koleqtiuri go-
nebis gansaxirebaa.
saauqciono faswarmoqmna xdeba sul ufro popularu-
li, da amis mizezi internetis gamoyenebis gafarToebaa. amJa-
mad internetis qselSi ganTavsebulia 2 aTasze meti eleqtro-
nuli bazari, romlebzec iyideba yvelaferi _ sasoflo-same-
urneo produqtebidan tvirTebis gadazidvamde. yvelaze xSi-
rad auqcionze gaitaneba warmoebuli produqciis nameti an sa-
qoneli, romelic iyo moxmarebaSi. ganasxvaveben auqcionebis
sam tips, romelTaganac TiToeuls Seesabameba safaso vaWro-
bis Tavisi procedurebi.
1. saboloo fasis dadgena. faswarmoqmnis ganxiluli meTo-
debis ZiriTadi amocanaa diapazonis daviwroeba, romlis far-
glebSi unda dadgindes saboloo fasi. saboloo fasis dadge-
nisas kompaniam unda ganixilos iseTi damatebiTi faqtorebi,
rogoricaa: fasze marketing-miqsis sxva elementebis gavlena,
sakuTari safaso politika, riskebsa da mogebaSi monawileoba.
fasis gavlena sabazro saqmianobis sxva monawileebze.
fasze marketing-miqsis sxva elementebis gavlenisas
saboloo fasis dadgena unda moxdes saqonlis xarisxisa da
sareklamo kampaniis Catarebis gaTvaliswinebiT konkurenteb-
ze orientaciiT. xarisxi da sabazro miwodebis sxva upirate-
sobebi fasze ufro mniSvnelovania. erT-erTi gamokiTxviT,
romelic mieZRvna fasis da sxva marketing-miqsis mniSvnelo-
bas, gamokiTxulTa 19%-ma fass dauWira mxari. gacilebiT
274
mets ainteresebs teqnikuri daxmareba (65%), valdebulebaTa
Sesruleba (58%) da miwodebis wesebi (49%).1
kompaniis safaso politika mimarTulia dasadgeni fasis
faswarmoqmnis politikasTan Sesabamisobis kontrolze. bevr
kompaniaSi iqmneba faswarmoqmnis ganyofileba, romelic Sei-
muSavebs safaso politikas da Rebulobs an amtkicebs gadaw-
yvetilebebs fasebis Sesaxeb. aseTi ganyofilebebis ZiriTadi
amocanaa kontroli imisa, rom gasaRebis ganyofilebis muSa-
kebma daadginon myidvelebisTvis misaRebi da kompaniisTvis
xelsayreli fasebi.
monawileoba riskebsa da mogebaSi gulisxmobs imas, rom
saqonlis gayidvisas gamyidveli mTlianad an nawilobriv mi-
dis riskze. magaliTad, kompania `Baxter~, samedicino saqonlis
erT-erTi wamyvani mwarmoebeli, sTavazobs kompania `Colum-
bia/HCA~-s (jandacvis msxvili dawesebuleba) SeiZinos specia-
lurad misTvis damuSavebuli sainformacio mmarTvelobiTi
(menejmenturi) sistema. rva wlis ganmavlobaSi sistema `Co-
lumbia~-s unda misces ramdenime milioni dolaris ekonomia. Tu
`Columbia~ ver miiRebs Sepirebuli Tanxis ekonomias. `Baxter~
moaxdens gansxvavebis kompensirebas. kompanias SeuZlia Ses-
Tavazos aseTi variantic: Tu sainformaco sistema ufro meti
fulis ekonomias uzrunvelyofs, vidre iyo Sepirebuli, maSin
`Baxter~ miiRebs damatebiTi ekonomiis sididis 30%-s. ekono-
miis garantireba da, mogebaSi monawileoba SeuZliaT bevr
kompaniebs, gansakuTrebiT sawarmoo daniSnulebis saqonlis
mimwodeblebs.
gasaTvaliswinebelia fasis gavlena bazris sxva subieq-
tebze. kompaniis xelmZRvanelobam mxedvelobaSi unda mii-
Ros sapasuxi reaqcia sabazro saqmianobis sxva monawileebisa
dasadgen fasze. kerZod, amas rogor moekidebian distribu-
torebi da dilerebi? Tu isini ar miiReben sakmaris mogebas,
maSin SeuZliaT Tqvan uaric saqonlis realizaciisagan. savaW-
ro firmis personali xalisianad gayidis Tu ara saqonles
dadgenili fasebiT? rogor reagireben am fasze konkurentebi?
ar aweven Tu ara fasebis dones mimwodeblebi, romlebmac mi-
iRes informacia kompaniis mier daniSnuli fasis Sesaxeb? `Wal-
Mart~-is (aSS) maRaziebis qseli cnobilia Tavisi unariT Seam-

1
Котлер Ф., Келлер К. Л.,dasax. wigni, gv. 483.
275
ciron xarjebi da fasebi. amisaTvis aqeben mas momxmareblebi,
magram ar uyvarT mimwodeblebs, iseTebs rogoricaa `Vlasic~.

10.2. fasis adaptacia da misi strategiebi

marketologebi (marketingis mkvlevarebi) valdebulni ari-

an icodnen qveyanaSi moqmedi kanonmdebloba, romelic exeba
faswarmoqmnis sakiTxebs. magaliTad, aSS kanonmdebloba mo-
iTxovs, rom gamyidvelebma fasebi daaweson damoukideblad.
konkurentebTan raime molaparakebaTa gareSe. fasebis xelov-
nuri gaberva arakanonieria. mravali federaluri (centra-
luri) kanoni icavs momxmareblebs faswarmoqmnis praqtikisa-
gan, romelsac ZaluZs maTi SecdomaSi Seyvana. magaliTad, ara-
kanonieria xelovnurad `Cveulebrivi~ fasis maRali donis da-
weseba Semdgomi gancxadebiT `mTlianad gayidvis~ Sesaxeb fa-
sebiT, romlebic axlosaa adrindel yoveldRiur fasebTan.
aRniSnulTan dakavSirebiT friad mniSvnelovania fasis adap-
taciis sakiTxi.
kompaniebi aweseben ara romelime erT fass, aramed qmnian
fasebis mTel sistemas, romelic asaxavs gansxavebebs moTxov-
nasa da xarjebSi geografiuli (teritoriuli) niSnebis mixed-
viT, bazris konrketuli segmentebis moTxovnebs, Sesyidvebs
droSi, miwodebaTa sixSires, garantiebs, xelSekrulebebs mom-
saxurebis Sesaxeb da sxva faqtorebs. daTmobebis, kompensaci-
ebis da sareklamo daxmarebis gaweva ganapirobebs gansxvave-
bebs mogebaSi, romelic miiReba saqonlis TiToeuli konkre-
tuli erTeulidan. ganixilaven fasis adaptaciis ramdenime
strategias: faswarmoqmna geografiuli niSnis mixedviT; daT-
moba fasidan da kompensaciebi; faswarmoqmna, romelic mimar-
Tulia saqonlis win wawevaze, diferenciuli faswarmoqmna.
faswarmoqmna geografiuli niSnis mixedviT (valutis
kursebi, Semxvedri vaWroba, barteri) moiTxovs geografiuli
(teritoriuli) aspeqtis gaTvaliswinebas faswarmoqmnaSi, rac
niSnavs kompaniis mier saqonelze sxvadasxva fasebis dawesebas
sxvadasxva regionisa da qveynis myidvelebisaTvis. bunebrivia,
rom saqonlis miwodeba myidvelisTvis (klientisTvis) did man-
Zilze Zvirad ujdeba mimwodebels. mizanSewonilia Tu ara di-
di satransproto xarjebis gadasafaravad calkeuli Semkve-
TebisTvis gadidebuli sazRauris gadaxdevineba da klientu-
ris dakargvis riskis gaweva? piriqiT, SeiZleba aucilebeli
iyos fasis dabali donis daweseba im imediT, rom es gamoiwvevs

276
gayidvebis moculobis gazrdas? Rirs Tu ara valutis kurse-
bis meryeobis gaTvaliswineba? dolaris kursis Semcirebam
2003 wlis zafxulSi SesaZlebloba misca amerikul kompaniebs
gaezardaT fasebi da gamoeSvaT saqoneli importulTan Seda-
rebiT ufro iafad. magaliTad, `Dow Chemical~-ma imave wels Ta-
visi fasebi gazarda TiTqmis 15%-iT.
meore mniSvnelovani sakiTxis arsi Semdegia: rogor moxdes
anazRaureba? es momenti gansakuTrebiT mniSvnelovania, ro-
desac myidvelebs ar gaaCniaT sakmarisi Tanxa myar valutaSi
sayidlad. bevr msgavs SemTxvevaSi SemkveTebi miiswrafvian Se-
Tavazon asanazRaureblad sxva saqoneli; aseTi praqtika cno-
bilia Semxvedri vaWrobis saxelwodebiT. amerikul kompani-
ebs xSirad uwevT monawileoba Semxvedr vaWrobaSi, rom ar da-
kargon bazari. Semxvedri vaWrobis moculoba Seadgens msof-
lio vaWrobis 15-25%-s. Semxvedri vaWroba SeiZleba ganxor-
cieldes mravali formiT:
¾ barteri. masSi moiazreba erTi saqonlis pirdapiri gac-
vla meoreze fulis gamoyenebisa da mesame mxaris mona-
wileobis gareSe. magaliTad, 1993 wels tansacmlis erT-
erTma msxvilma mwarmoebelma safrangeTSi `Eminence S. A.~
kompaniam miiRo barteruli gacvlis xuTwliani gegma
aRmosavleT evropis kompaniebTan ($25 milionis TeTre-
ulisa da sasporto tansacmlis sxvadasxva saqonelsa da
momsaxurebaze gacvla, saerTaSoriso gadazidvebisa da
aRmosavleT evropis JurnalebSi reklamis ganTavsebis
CaTvliT);
¾ sakompensacio garigebebi. mocemul SemTxvevaSi gam-
yidveli Rebulobs sazRauris nawils fuladi formiT,
xolo danarCens _ saqonliT. magaliTad, erT-erT bri-
tanul aviasamSeneblo kompaniis gegmebSi gaTvaliswine-
buli iyo TviTmfrinavebis gayidva braziliaSi, amasTan
70%-i gadaixdeba fuladi saxsrebiT, danarCeni _ yavis
marcvleulis miwodebiT;
¾ gamosyidva. kompania eqsportze agzavnis mowyobilo-
bas, teqnologiebs an mTel warmoebas da nawilobriv
sazRaurs Rebulobs am mowyobilobaze warmoebuli
produqciis saxiT. indoeTSi aSS kompaniis mier qimiuri
qarxnis mSenebloba anazRaurebul iqna nawilobriv fu-
liT da nawilobriv am qarxanaSi warmoebuli saqonliT;
¾ ofseturi garigebebi. gamyidveli Rebulobs saqonlis
realizaciisas fuls da kisrulobs valdebulebas misi
277
 mniSvnelovani nawili gamoiyenos qveynis SigniT SeTanxme-
buli drois ganmavlobaSi. magaliTad, kompania `PepsiCo~
sirofs awvdis ruseTs mis valutaSi (maneTi) da yidu-
lobs gansazRvruli fasiT rusul arays aSS-Si gasayidad.
daTmobebi fasidan da kompensaciebi gamoiyeneba imisaT-
vis, rom moxdes myidvelTa stimulireba an dajildoeba anga-
riSebis operatiuli ganaRdebis, SekveTebis didi moculobisa
da arasezonuri SesyidvebisaTvis. amasTan dakavSirebiT kom-
paniebi mimarTaven sapreiskuranto fasebis koreqtirebas daT-
mobebisa da kompensaciebis SeTavazebis gziT (cxrili 10.2).
magram es unda gakeTdes frTxilad, rom aman uaryofiTi gav-
lena ar moaxdinos kompaniis rentabelobaze. faswarmoqmna da-
fuZnebuli daTmobebze warmoadgens saqonlisa da momsaxu-
rebis mimwodeblebis saocrad didi ricxvis `Modus Operandi~-
s (laT. moqmedebis wesi). gamokvlevebiT dadgenilia, rom sa-
qonlis kategoriaTa umravlesobaSi fasis mimarT mgrZnobia-
robis done damaxasiaTebelia 15-35% myidvelebisaTvis. SeZ-
lebuli da ama Tu im saqonelze dainteresebuli adamianebi
mzad arian gadaixadon damatebiTi fuli funqciurobis, mom-
saxurebis, xarisxis, moxerxebulobisa da savaWro markisaT-
vis. Zlieri, cnobili brendebis mflobelebi uSveben Secdo-
mas, rodesac konkurentebis moqmedebaze pasuxad, romlebic
moqmedeben ufro nakleb fasian segmentSi, iwyeben TavianTi
fasebis Semcirebas. magram fasis Semcireba SeiZleba iyos sa-
sargeblo, Tu sanacvlod kompania Rebulobs myidvelisagan
zogierT daTmobas, magaliTad, Tu myidveli Tanxmdeba momsa-
xurebaze dados samwliani kontraqti erTwliani kontraqtis
nacvlad, SeukveTos saqoneli internetis meSveobiT (riTac
izogeba kompaniis fuli) an SeiZinos saqonlis msxvili partia.
faswarmoqmna, romelic mimarTulia saqonlis win wawe-
vaze gamoiyeneba kompaniaSi saqonlis gasaRebis safaso stimu-
lirebisaTvis ramdenime meTodis saSualebiT:
¾ `zaraliani lideris~ fasis daweseba. imisaTvis, rom
moxdes myidvelTa damatebiTi nakadis stimulireba, su-
permarketebi da univermaRebi xSirad amcireben fass
popularuli markebis calkeul saqonelze. am taqtikas
aqvs azri, Tu damatebiTi gayidvebisagan am gziT miRebu-
li amonagebi axdens `zaraliani liderisagan~ naklebmi-
Rebuli Semosavlis kompensirebas. mwarmoeblebi, ro-
gorc wesi, ar iwoneben maTi savaWro markis gamoyenebas
`zaraliani lideris~ saxiT, ramdenadac aseTi praqtika

278
 zians ayenebs maT reputacias, agreTve iwvevs sxva saca-
lo movaWreTa saCivrebs, romlebic am saqonlisaTvis
iReben fass preiskurantis Tanaxmad;
cxrili 10.2
daTmobebi fasidan da kompensaciebidan

amaSi igulisxmeba myidvelebisTvis fasis Sem-

daTmoba naRd an- cireba, romlebic ar ayovneben angariSebis ga-
gariSze naRdebas. tipuri magaliTi: gadaxda unda moxdes
30 dRis ganmavlobaSi. magram myidvels SeuZlia
gadaxdis Tanxa Seamciros 2%-iT, Tu angariSi
iqneba ganaRdebuli 10 dRis ganmavlobaSi.
sabiTumo daTmobaSi gaigeba fasis Semcireba
sabiTumo daT- myidvelebisaTvis, romlebic iZenen saqonlis
mobebi did partiebs. sabiTumo daTmobebiT unda isar-
geblon myidvelebma Tanabar pirobebSi da ar
unda aRematebodes gamyidvelis danaxarjebis
Tanxas saqonlis gasaRebisas didi partiebiT.
mwarmoeblebi sTavazoben funqciur daTmobebs
funqciuri daT- (cnobilia agreTve rogorc daTmobebi sacalo
mobebi movaWreebisTvis) saqonelmoZraobis procesis
im monawileebs, romlebic asruleben gansaz-
Rvrul funqciebs: saqonlis realizacia, misi
Senaxva da aRricxvis warmoeba. mwarmoeblebma
unda SesTavazon erTnairi funqciuri daTmobe-
bi erTi arxis yvela monawiles.
sezonur daTmobas uwodeben fasis Semcirebas
sezonuri daT- im myidvelebisaTvis, romlebic axorcieleben
mobebi saqonlis an momsaxurebis arasezonur Sesyid-
vebs. sastumroebi da aviakompaniebi klientebs
sTavazoben sezonur daTmobebs turistuli na-
kadis Semcirebis periodebSi.
kompensaciebi _ damatebiTi gadaxdebi, romle-
kompensaciebi bic mowodebulia miizidos msurvelebi specia-
lur programebSi monawileobisTvis. magali-
Tad, CaTvlis daTmoba _ fasis Semcireba axal
saqonelze, romelic warmoadgens garantias
Zveli saqonlis dabrunebisas. win wawevis kom-
pensaciaSi igulisxmeba gadasaxdelebi an daTmo-
bebi fasidan dilerebis gasamrjelod sareklamo
RonsiZiebebsa da gasaRebis stimulirebis
programebSi monawileobisaTvis.

¾ fasis daweseba gansakuTrebuli SemTxvevebis mi-

xedviT. gansazRvrul momentebSi myidvelTa didi ric-

279
 xvis mizidvisaTvis movaWreebi aweseben specialur fa-
sebs. magaliTad, yovel agvistos ewyoba saskolo baz-
robebi (gayidvebi);
¾ daTmobebi naRdad anazRaurebisas. Sesyidvebis sti-
mulirebisaTvis gansazRvrul periodebSi saavtomobilo
kompaniebi da sxva mwarmoeblebi sTavazoben SemkveTebs
daTmobebs Sesyidvebis operatiulad anazRaurebisas
naRdi fuliT, rac iZleva SesaZleblobas Semcirdes sa-
qonlis maragi sapreiskuranto fasebis Seucvlelad;
¾ anazRaurebis vadis gagrZeleba. savaWro organiza-
ciebi, pirvel rigSi, ipoTekuri bankebi da saavtomobi-
lo kompaniebi, axangrZliveben samomxmareblo kredi-
tebs (amgvarad, yovelTviuri gadaxdebis sidideebi mcir-
deba). aseTi praqtika ganpirobebulia imiT, rom myidve-
lebisTvis (momxmareblebisTvis) didi mniSvneloba aqvs
ara imdenad ZiriTadi valis da procentebis Tanxas,
ramdenadac yovelTviuri gadaxdebis sidides;
¾ garantiebi da kontraqtebi momsaxurebaze. kompani-
ebs SeuZliaT gasaRebis stimulireba ufaso sagaran-
tio remontis an servisul momsaxurebaze kontraqtis
SeTavazebis daxmarebiT;
¾ daTmobebis daweseba, romlebic axdenen fsiqolo-
giur zemoqmedebas. mocemuli meTodi niSnavs xelov-
nurad gazrdili fasis dawesebas da misgan mniSvnelo-
vani daTmobebis SeTavazebas, magaliTad: iyo $359, gaxda
$299. aSS-Si aseTi praqtika Cveulebrivi fasebis daTmo-
bebisagan gansxvavebiT ganixileba rogorc ukanono.
faswarmoqmnis strategia, romelic mimarTulia saqonlis
win wawevaze, xSirad ar iZleva sasurvel Sedegs. Tu kompaniam
miaRwia warmatebas, mis gamocdilebas am saqmeSi aitaceben
konkurentebi da strategiis efeqtianoba mcirdeba. Tu stra-
tegiam ganicada fiasko, kompania, rogorc ityvian, qars atans
saxsrebs, romlebic SeiZleboda gamoyenebuliyo produqci-
is xarisxis, momsaxurebis da reklamis donis asamaRleblad.
diferenciul faswarmoqmnas xSirad iyeneben kompaniebi,
rodesac xdeba maTi sabazo fasebis koreqtireba myidvelTa
(momxmarebelTa) qcevis maxasiaTeblebSi, saqonelSi, gayidvis
adgilebSi da a. S. gansxvavebebis gaTvaliswinebiT. magaliTad,
kompania `Land's End~-ma daamuSava sxvadasxva stilis, zomisa
da xarisxis mamakacis perangebis seria. amgvarad, mamakacis
TeTri zeda perangi SeiZleba Rirdes 18-dan $48-mde. safaso
280
diskriminacias aqvs adgili, rodesac mimwodebeli kompania
erTdriulad sTavazobs saqonels an momsaxurebas or an met
sxvadasaxva fasiT, romlebic ar asaxaven sxvaobas xarjebSi.
safaso diskriminaciisas gamyidvelTa erTi nawili TiToeu-
li myidvelisaTvis awesebs Tavis fass moTxovnis intensivo-
bis mixedviT. diskriminaciis meore SemTxvevaSi saqonlis di-
di moculobiT gayidvisas ixdian naklebs. mesame SemTxvevaSi
sxvadasxva fasebis daweseba myidvelTa sxvadasxva kategorii-
saTvis xdeba Semdegi momentebis gaTvaliswinebiT:
¾ myidvelTa segmentis gaTvalsiwinebiT. myidvelTa
sxvadasxva jgufisaTvis erTi da igive saqonelze (mom-
saxurebaze) aweseben sxvadasxva fass. magaliTad, muze-
umebi studentebsa da asakovan adamianebs sTavazoben
bileTebs ufro iafad;
¾ saqonlis variantis gaTvaliswinebiT. saqonlis sxva-
dasxva modifikaciebi iyideba sxvadasaxva fasebiT, mag-
ram ara Sesabamisi gansxvavebebiT xarjebSi. magaliTad,
kompania `Evian~ (aSS) sTavazobs momxmareblebs erT boTl
mineralur wyals moculobiT 1,5 l 2 larad. igive wya-
li, magram Camosxmuli flakonebSi (50 ml) gansxvavebu-
li variantiT Rirs 6 lari;
¾ imijis gaTvaliswinebiT. zogierTi kompania yidis erTi
da igive saqonels ori sxvadasxva fasiT, romlebic asa-
xaven saqonlis imijs. magaliTad, parfiumeriis mwarmo-
ebels SeuZlia SesTavazos momxmarebels sunamo 15 do-
larad (50 ml). igive sunamo mas SeuZlia Camoasxas natif
flakonebSi (50 ml) sxva saxelwodebiTa da imijiT da
daawesos fasi 45 dolari;
¾ gavrcelebis arxis gaTvaliswinebiT. erTi boTli `Co-
ca-Cola~-s fasi damokidebulia savaWro wertze: restor-
nebSi erTnairi fasia, sasauzmeebSi _ sxva fasia, xolo
savaWro avtomatebSi _ orivesagan gansxvavebuli;
¾ adgilmdebarobis gaTvaliswinebiT. saqoneli iyide-
ba sxvadasxva fasebiT sxvadasxva adgilebSi, Tumca,
xarjebi, romlebic dakavSirebulia mis miwodebasTan,
orive SemTxvevaSi erTnairia. Teatrs SeuZlia bileTebis
fasis varireba partersa da loJebSi imisda mixedviT, ro-
meli adgilebi sargebloben meti popularobiT;
¾ drois gaTvaliswinebiT. fasebi icvleba sezonebis, kvi-
ris dReebisa da dRe-Ramis drois mixedviT. restornebi
amcireben fass dilis saaTebSi. sastumroebSi nomrebi
281
 gamosasvlel dReebSi ufro iafia, vidre samuSao dReeb-
Si.
sastumro biznesSi da mgzavrebis aviagadayvanis sferoSi
gamoiyeneba Semosavlianobis marTvis iseTi wesi, rogoricaa
faswarmoqmna yidvis drois gaTvaliswinebiT. winaswar
yidvisas myidvels eZleva daTmoba, Tumca aseTi daTmobis
moqmedebis periodi Zalian SezRudulia; Semdeg dgeba fase-
bis maRali donis periodi, xolo uSualod kritikuli vadis
dadgomis win fasebi gauyidav `maragze~ (magaliTad, adgilebi
TviTmfrinavSi) mkveTrad mcirdeba. erTi da igive reisis mgzav-
rebs SeuZliaT frena sxvadasxva fulze imis mixedviT, rogori
klass (magaliTad, biznesklasi), salons airCeven isini, dRe-
Ramis ra dros (dilis Tu Ramis reisi) da kviris dRes (samuSao
Tu gamosasvleli) sruldeba gadafrena da a. S. amitom bileTi
niu-iorkidan maiamamde SeiZleba SeiZnos TviTmfrinavis mgzav-
rma 200 dolarad da aRmoCndes im mgzavris mezoblad, romel-
mac imave reisSi gadaixada 1290 dolari. aviakompania `Continental
Airlines~ dReSi asrulebs 2 aTas reiss, da TiToeul maTganze
moqmedebs 10-dan 20-mde sxvadasxva tarifi. am aviakompaniaSi
bileTebis gayidvas iwyeben 330 dRiT adre gafrenamde da yo-
velTvis dgindeba fasi sxvadasxva doneze.

10.3. fasebis iniciativuri da reaqciuli

cvlileba

kompaniebi xSirad aRmoCndebian situaciaSi, rodesac isi-

ni iZulebulni arian Seamciron an gazardon fasebi. fasebis
iniciativur Semcirebas ganapirobebs ramdenime mizezi.
erT-erTi maTgania sawarmoo simZlavreebis datvirTvis da-
bali done. am SemTxvevaSi aucilebelia brunvis daCqareba,
vinaidan dasaxuli miznis miRweva gasaRebis ZalisxmevaTa in-
tensifikaciis, saqonlis srulyofisa da sxva RonisZiebaTa
xarjze SeuZlebelia. zogjer kompania fasebis Semcirebis
iniciatoria, rodesac cdilobs Tavisi mcire danaxarjebis
xarjze miaRwios dominant mdgomareobas bazarze. an mimwo-
debeli gamodis bazarze xarjebis dabali doniT, vidre kon-
kurentebi, an igi amcirebs fasebs bazris wilis gafarToebi-
sa da danaxarjebis Semcirebis imediT. nebismier SemTxvevaSi
fasebis Semcirebis strategiis momxreebi elodebian maxeSi
gabmas:

282
 ¾ moCvenebiTi xarisxis dabali donis maxe. SesaZlebe-
lia, momxmareblebi aiTviseben SeTavazebul saqonels da-
bali donis fasiT rogorc dabali donis xarisxis pro-
duqts;
¾ bazris wilis dRemokleobis maxe. dabali donis fa-
siT SeiZleba bazris wilis `yidva~, magram ara myidvel-
Ta loialurobisa. Tu bazarze gamoCndeba sxva kompania
ufro iafi saqonliT, myidvelebi masTan wavlen;
¾ wvrili jibis maxe. mniSvnelovani rezervebis mflobe-
li Zlieri konkurentebi wamoiwyeben fasebis sapasuxo
Semcirebas da gandevnian bazridan fasis Semcirebis
iniciators.
fasebis iniciatiurma gazrdam SeiZleba kompanias mou-
tanos mniSvnelovani mogeba. magaliTad, Tu kompaniis mogebis
wili Seadgens gayidvebis moculobis 3%-s, fasis gazrda 1%-iT
gamoiwvevs gayidvebis moculobis ucvlelobisas mogebis ga-
didebas 33%-iT. es situacia gadmocemulia 10.3 cxriulSi. mo-
cemul situaciaSi kompaniam gayida saqonlis 100 erTeuli 10
dolarad, xarjebma Seadgina 970 dolari, xolo mogebam 30 do-
lari, anu amonagebidan 3%. fasis 10 centiT gazrdisas gayid-
vebis moculobis SenarCunebis (ucvlelobis) pirobebSi mo-
geba gaizrdeba 33%-mde.
cxrili 10.3
mogeba saqonlis fasis gazrdamde da mis Semdeg

fasi gazrdamde $10 gazrdis Semdeg

gayiduli saqonlis
raodenoba 100 $10,10 (fasis gazrda 1%-iT)
amonagebi realizaciidan
$1000 100
xarjebi _970 $1010
mogeba $30 -970
$40 (mogebis gadideba 33%-iT

ZiriTadi faqtori, romelic iwvevs fasebis zrdas, aris xar-

jebis inflacia. mwarmoeblurobis zrdasTan Seusabamo dana-
xarjebis zrda iwvevs mogebis sididis Semcirebas da aiZulebs
kompanias regularulad gazardos fasebi. fasebis gazrdis
sxva faqtoria Warbi moTxovna. rodesac kompanias ar SeuZlia
uzrunvelyos saqonliT yvela potenciuri myidveli, mas, SeuZ-
lia gazardos fasebi, SezRudos saqonlis gamoSvebis moculo-
ba erT myidvelze gaangariSebiT an gaakeTos erTic da meorec.

283
aseT situaciaSi fasi SeiZleba gaizaros ramdenime wesiT, ro-
melTaganac TiToeuli maTgani axdens Tavis zemoqmedebas myid-
velebze:
¾ fasis daweseba dagvianebiT. kompania ar awesebs sabo-
loo fass im dromde, sanam produqcia ar aris gamoSvebu-
li an miwodebuli. fasis daweseba dagvianebiT farTod
gavrcelebulia dargebSi xangrZlivi sawarmoo cikliT
(samrewvelo obieqtebis mSenebloba, mZime manqanaTmSe-
nebloba);
¾ SeniSvnis gamoyeneba mcocavi fasis Sesaxeb. kompania
moiTxovs, rom saqonlis miwodebis momentisaTvis Sem-
kveTma gadaixados adre daTqmuli fasi da mTlianad an
nawilobriv moxdes inflaciuri zrdis kompensireba. aR-
niSnuli wesi gamoiyeneba bevr kontraqtSi grZelvadiani
samrewvelo proeqtebis realizaciaze, iseTebis rogori-
caa TviTmfrinavebis, xidebis mSenebloba;
¾ calkeuli fasebis daweseba zogierT saqonelsa da
momsaxurebaze miwodebis kompleqtidan. kompania
inarCunebs kompleqtis fass ucvlelad, magram iRebs iqi-
dan erT an ramdenime elements (magaliTad, ufaso mitana
an gamarTva saxlSi) an awesebs maTze calke fasebs;
¾ daTmobebis Semcireba. kompania auqmebs daTmobas dro-
ulad anazRaurebis an yidvis moculobisaTvis.
xazgasmiT unda aRiniSnos, rom fasebis cvlileba uSualo
gavlenas axdens momxmarebelTa ganwyobaze. gansakuTrebiT
uaryofiTi reaqcia aqvT momxmareblebs saqonelze (momsaxure-
baze) fasis gazrdisas. arsebobs fasebis gazrdaze momxmare-
belTa uaryofiTi reaqciis Semcirebis ramdenime wesi. erT-er-
Ti aris is, rom nebismieri gazrda unda iqnes aRqmuli rogorc
samarTliani, momxmareblebi unda iqnen winaswar gafrTxilebu-
li cvlilebebis Sesaxeb, rom SeeZloT iyidon maTTvis sasar-
geblo saqoneli an mimarTon sxva mimwodeblebs. fasebis mkveT-
ri gazrda unda iqnes dasabuTebuli myidvelebisTvis gasagebi
mizezebiT. kompaniis mier produqciaze fasebis nebismieri
cvlileba Seexeba mis myidvelebs, konkurentebs, distributo-
rebsa da mimwodeblebs.
myidvelTa reaqcias xSirad fasebis cvlilebasTan dakav-
SirebiT Tan axlavs eWvi. fasis Semcireba SeiZleba interpreti-
rebul iqnes maT mier Semdegnairad: saqonels male Secvlian
sxva modeliT; produqts gaaCnia wuni da cudad iyideba ba-
zarze; kompania ganicdis finansur siZneleebs; fasis Semcireba

284
gagrZeldeba, amitom Rirs yidvis gadavadeba; saqonlis xarisxi
gauaresda. fasis gazrda, rac Cveulebrivad amcirebs moTxov-
nas, SeiZleba gagebul iqnes myidvelebis mier pozitiuradac:
saqoneli sargeblobs popularobiT, Rirs misi SeZena, sanam
yvela ar gaiyida, an produqti flobs gansakuTrebul faseu-
lobas.
konkurentebis reaqcia yvelaze metad mosalodnelia, ro-
desac gamyidvelebis ricxvi mcirea, maTi saqoneli erTmaneTis
msgavsia, xolo myidvelebi kargad arian informirebuli pro-
duqtis Tvisebebis Sesaxeb. konkurentebis reaqcia SeiZleba
gaxdes kompaniisTvis seriozul problema, Tu misi metoqeebi
floben faseulobis Zlieri miwodebiT. problema rTuldeba
imiT, rom konkurentma kompaniam SeiZleba fasebis Semcireba
Seafasos sxvadasxvanairad: rogorc swrafva bazris wilis ga-
farToebisaken, rogorc signali fasebis saerTodargobrivi
Semcirebisaken moTxovnis stimulirebis mizniT da sxv.
fasebis reaqciul cvlilebas adgili aqvs maSin, rodesac
erTgvarovani saqonlis bazrebze kompaniebs aqvT sapasuxo na-
bijebis farTo arCevani. sapasuxo RonisZiebaTa miRebis win
kompaniam unda gaarkvios:
¾ konkurentma risTvis Secvala fasi (rom gaafarTovos
bazris wili, mTlianad gamoiyenos sawarmoo simZlavree-
bi, xarjebis cvlilebebis kompensireba da sxv.);
¾ fasebis es cvlileba droebiTia Tu ara?
¾ rogor aisaxeba kompaniis bazris wilsa da mis mogebaze
konkurentis moqmedebebis ignorireba? sxva kompaniebi
apireben Tu ara miiRon sapasuxo zomebi?
¾ rogori reaqciis molodini SeiZleba iyos konkurente-
bisa da sxva kompaniebisagan kompaniis SesaZlo moqmede-
bebze.
bazris liderebs xSirad uwevT waawydnen fasebis agresiul
Semcirebas mcire kompaniebis mier, romlebic miiswrafvian am-
gvarad gaafarToon bazris Tavisi wili. bazris lideris sapa-
suxo moqmedebebi SeiZleba moicavdnen:
¾ sawyisi fasis SenarCuneba. lider kompanias SeuZlia Se-
inarCunos Tavisi fasi da mogebis sidide, Tu CaTvlis,
rom: 1) fasis Semcireba gamoiwvevs mogebis mkveTrad Sem-
cirebas; 2) fasis SenarCuneba ar gamoiwvevs bazris wilis
mniSvnelovan dakargvas; 3) aucileblobisas bazris wili
swrafad dabrundeba winandel poziciaze. sawyisi fasis
SenarCunebis negatiur Sedegebs ganekuTvneba Semdegi:
285
 Semtevi (agresiuli) kompania iZens rwmenas Tavis moqmede-
bebSi, savaWro personali aRmoCndeba demoralizebuli
da lideri kargavs bazris did wils, vidre igi varau-
dobda. lideri iwvevs panikas, amcirebs fass, rom daibru-
nos winandeli paoziciebi da aq gebulobs, rom sabazro
poziciebis aRdgena ufro rTulia, vidre mas eCveneba;
¾ fasis SenarCuneba da damatebiTi faseulobebis gadi-
deba. lideri kompania aumjobesebs Tavis nawarms da mom-
saxurebis xarisxs, zrdis xarjebs saqonlis win wawevaze;
¾ sawyisi fasis SenarCuneba. liders SeuZlia mibaZos
konkurents, Tu: 1) danaxarjebis sidide mcirdeba warmo-
ebis moculobis dacemasTan erTad; 2) arsebobs bazris
mniSvnelovani wilis dakargvis saSiSroeba, vinaidan myid-
velebi mgrZnobiareni arian fasis mimarT; 3) bazris wilis
aRdgenas Tan axlavs didi siZneleebi. magram fasebis Sem-
cireba gamoiwvevs lideris mogebis Semcirebas mokleva-
dian periodSi mainc;
¾ fasis zrda da xarisxis gaumjobeseba. imisaTvis, rom
moxdes distancireba Semtevi markisagan, liders SeuZ-
lia fasis donis amaRleba Tavis saqonelze da Seqmnas axa-
li brendi;
¾ saqonlis iafi `TvalsaCino~ xazis gamoSveba. SeiZleba
mizanSewonili aRmoCndes asortimentSi ufro iafi sa-
qonlis CarTva an axali calkeuli iafi savaWro markis
Seqmna.
sapasuxo moqmedebaTa efeqtianoba damokidebulia situa-
ciaze. kompaniam, unda gaiTvaliswinos saqonlis sasicocxlo
ciklis stadia, misi mniSvneloba kompaniis biznes-portfelSi,
konkurentis ganzraxvebi da resursebi, myidvelTa mgrZnobia-
roba fasisa da saqonlis xarisxis mimarT, danaxarjebis cvli-
lebis dinamika kompaniis warmoebis moculobisa da alternati-
uli SesaZleblobebis mixedviT. safaso ieriSis momentSi kompa-
niis xelmZRvanelobas (menejments) ara aqvs fiqris dro, vinai-
dan gadawyvetilebis miReba unda moxdes ramdenime saaTis an
dRis ganmavlobaSi. mizanSewonilia winaswar damuSavdes SesaZ-
lo sapasuxo moqmedebebi konkurentebis mier fasebis cvlile-
bebis ganxorcielebaze. 10.3 naxazze warmodgenilia safaso re-
aqciis programa, romelic SeiZleba gamoyenebul iqnes kompa-
niis metoqeebis mier fasebis Semcirebis pasuxebad.
aseTi programebi rogorc wesi, gamoiyeneba im dargebSi,
sadac fasebis cvlilebebi mimdinareoben sakmaod xSirad (xor-

286
cis gadamamuSavebeli mrewveloba, satyeomrewveloba da nav-
Tobmopoveba) da sadac gansakuTrebul mniSvnelobas iZens
kompaniis reaqciis siswrafe.

nax. 10.3. kompaniis safaso reaqciis programa konkurentebis safaso

ieriSis pasuxad

daskvnebi

1. Tanamedrove marketingSi arasafaso faqtorebis roli mud-

mivad izrdeba, magram fasi winandeburad rCeba marketing-
miqsis ZiriTad elementad. fasi misi erTaderTi komponen-
tia, romelsac moaqvs mogeba, danarCenebi ki warmoSoben
kompaniis danaxarjebs.
2. faswarmoqmnis damuSavebis procesi moicavs eqvs etaps: 1)
kompania gansazRvravs faswarmoqmnis amocanas; 2) igi afa-
sebs moTxovnas _ gayidvebis moculobas fasebis TiToeul
SesaZlo mniSvnelobisas; 3) kompania gansazRvravs xarje-
bis dones gamoSvebis sxvadasxva moculobisas warmoebisa
da marketingul ZalisxmevaTa sxvadasxva moculobis dag-
rovili gamocdilebis gaTvaliswinebiT; 4) igi aanalizebs
konkurentebis xarjebs, fasebsa da miwodebebs; 5) kompania
arCevs faswarmoqmnis erT-erT meTods da mxolod, 6) awe-
sebs saboloo fass.
3. kompaniebi, rogorc wesi, amuSaveben fasebis mTel siste-
mas, romelic asaxavs moTxovnisa da xarjebis regionul
gansxvavebebs, sabazro segmentis moTxovnebs, Sesyidvebis
grafiks, SekveTebis moculobebs da sxva faqtorebs. arse-
287
 bobs fasis adaptaciis strategia: 1) fasis cvlileba geog-
rafiuli (teritoriuli) niSniT; 2) fasidan daTmobebi da
kompensaciebi; 3) faswarmoqna, romelic mimarTulia sa-
qonlis win wawevaze; 4) diskriminaciuli faswarmoqmna, ro-
melic niSnavs saqonlis erTdroulad SeTavazebas ori an
meti sxvadasxva fasiT, romlebic ar asaxaven sxvaobas xar-
jebSi.
4. kompaniebi safaso strategiis SemuSavebis Semdeg xSirad
awydebian situaciebs, rodesac isini iZulebulni arian Sec-
valon fasebi. fasis Semcireba SeiZleba iyos sawarmoo sim-
Zlavreebis arasakmarisi datvirTvis, bazris wilis Semci-
rebis, bazarze dominirebis survili TviTRirebulebis da-
bali donis xarjze, ekonomikuri dacemis Sedegi. fasebis
donis amaRleba kompaniis produqciaze dakavSirebulia sa-
qonelze Warbi moTxovnasTan. zrdis ra fass, kompaniam yu-
radRebiT unda gaanalizos, rogor iqneba es aRqmuli myid-
velebis mier.
5. kompaniebma winaswar unda gamoicnon konkurentebis safa-
so manevrebi da winaswar gaTvalos Tavisi reaqcia maTze. Se-
saZlebelia ramndeime varianti: SenarCuneba an Secvla fa-
sis da/an xarisxis.
6. kompania, romelic waawyda erT-erTi konkurentis mier fa-
sebis Secvlas, unda Seecados metoqis zraxvebisa da Sec-
vlili fasebis periodis SesaZlo xangrZlivobis gaanali-
zebas. sapasuxo strategia xSirad damokidebulia gamosaSve-
bi produqciis erTgvarovnebaze. kompanias, romelic ganic-
dis safaso ieriSs, SeuZlia airCios fasebis SenarCunebis,
saqonlis asaTvisebeli xarisxis gaumjobesebis, fasebis Sem-
cirebis, fasebisa da xarisxis donis amaRlebis strategia.

288
 Tavi 11. marketinguli arxebis
organizacia da logistika

11.1. marketinguli arxebi da partnioruli qseli

faseulobis warmatebiT Seqmnas Tan unda axldes aranakleb

warmatebuli misi gavrceleba. firmebi, rogorc wesi, ganixi-
laven TavianT saqmianobas, romelic uSualo kavSirSia faseu-
lobis, mza nawarmis (saqonlis) SeqmnasTan, xolo Semdeg saqon-
lis saboloo momxmareblamde dayvanis (miwodebis) procesTan.
mwarmoebelTa (firmebis) umravlesoba ar yidis Tavis saqo-
nels pirdapir saboloo momxmarebelze. gayidvis procesSi maT
Soris monawileoben Suamavlebi, romlebic asruleben mraval-
ferovan funqciebs. erTobliobaSi Suamavlebi qmnian marketin-
gul arxs (cnobilia agreTve rogorc vaWrobis arxi, saqonlis
gavrcelebis arxi). marketinguli arxi warmoadgens urTi-
erTdamokidebuli organizaciebis erTobliobas, romlebic
saqonels an momsaxurebas xelmisawvdomad xdian gamoyenebis
an moxmarebisTvis. marketinguli arxebi gzaTa mTeli kompleq-
sia, romlebiTac saqoneli (momsaxureba) daiyvaneba myidvele-
bamde (momxmareblebamde), xolo Semdeg saboloo momxmareble-
bamde.
Suamavlebis nawili, da upirveles yovlisa sabiTumo da
sacalo savaWro organizaciebi, yiduloben saqonels, Rebulo-
ben masze sakuTrebis uflebas da Semdeg axorcieleben gada-
yidvas. sxvebi _ brokerebi, warmoebis warmomadgenlebi, sa-
vaWro agentebi _ amyareben kontaqtebs myidvelebTan mimwo-
debeli kompaniis saxeliT. maTi saqmianoba ar aris dakavSi-
rebuli saqonelze sakuTrebis uflebis gadacemasTan; maT
uwodeben agentebs. mesame jgufi Suamavlebisa, rogoricaa
satransporto kompaniebi, damoukidebeli sawyobebi (distri-
butorebi), bankebi, sareklamo saagentoebi, monawileoben sa-
qonlis gavrcelebis procesSi, magram ar Rebuloben arc sa-
kuTrebis uflebas, arc garigebis dadebis uflebas. isini iT-
vlebian damxmare organizaciebad.
miwodebis jaWvis koncefciaSi bazari ganixileba rogorc
saqonlis daniSnulebis saboloo punqti. amasTan dakavSirebiT
tradiciuli marketinguli `4P~ nacvlad SemoTavazebulia sxva
abreviatura _ Siva-s gamoyeneba, romelic Sedgeba inglisuri
sityvebis pirveli asoebisagan: Solutions (gadawyvetilebebi),

289
Information (informacia), Value (faseuloba) da Access (xelmisawv-
domoba).
ufro zogadi TvalsazrisiT kompania ganixileba rogorc
partnioruli qselis centri _ partniorobisa da aliansebis
sistema, romelsac kompania (firma) ayalibebs TavianTi miwode-
bebis Seqmnis, gafarToebisa da SeTavazebisaTvis. partnioru-
li qseli moicavs firmis mimwodeblebs da am mimwodeblebis
mimwodeblebs, agreTve mis uSualo myidvelebs da saboloo
momxmareblebs. partniorul qselSi agreTve Sedian mniSvne-
lovani organizaciebi, rogoricaa universitetebis kvleviTi
centrebi, saxelmwifo sertificirebis organizaciebi da sxv.
kompaniebma aucileblad unda ganaxorcielon partnioruli
qselis koordinacia ise, rom miznobriv bazars miawodon maq-
simalurad faseuli saqoneli (momsaxureba). PALM (aSS), jibis
kompiuterebis wamyvani mwarmoebeli warmoadgens naxevar-
gamtarebis komponentebisa da sxva masalebis mimwodeblebisa
da amwyobebis gaerTianebas. agreTve masSi Sedian tradiciuli
da onlainuri gadamyidvelebi da 275 aTasi firma, romlebmac
Seqmnes 21 aTasze meti programuli danarTi da 100 aparatu-
ra saoperacio sistemebisaTvis.
saqonlis gayidvis funqciebis nawilis delegireba ratom
xdeba Suamavlebze? es xom niSnavs imas, rom raRac zomiT
mwarmoebeli kargavs kontrols imaze, Tu rogor da visze
iyideba produqcia. saqme is aris, rom Suamavlebis momsaxu-
reba mwarmoebels aniWebs gansazRvrul upiratesobebs:
¾ bevri mwarmoebeli (firma) ganicdis finansuri resur-
sebis ukmarisobas pirdapiri marketingis gansaxorici-
eleblad. magaliTad, mxolod CrdiloeT amerikaSi Ce-
neral Motors kompaniis avtomobilebis realizaciaSi mo-
nawileobs 8 aTasze meti dileri;
¾ mwarmoeblebi, romlebic qmnian gavrcelebis sistemas,
aRweven mogebis gazrdas, warmarTaven ra investiciebs
Tavis ZiriTad biznesSi; Tu warmoeba uzrunvelyofs mo-
gebis normas 20%, xolo sacalo vaWroba mxolod 10%-s,
mimwodebeli firmisTvis araxelsayrelia produqciis
realizacia damoukideblad saboloo gamomyenebelze.
zogierT SemTxvevaSi pirdapiri marketingi ganuxorci-
elebadia mwarmoebel firmaSi.
firmis menejmentisTvis gadawyvetileba marketinguli ar-
xebis arCevis Sesaxeb, romlis saSualebiTac xdeba saqonlis
dayvana miznobriv momxareblamde, aris marTvis procesis
290
erT-erTi yvelaze rTuli momenti, vinaidan igi uSualo gav-
lenas axdens mTel marketingul saqmianobaze. garda amisa ara-
nakleb mniSvnelovania gasaRebis organizaciisa da sareklamo
kampaniebis Catarebis sakiTxebi. mniSvnelovani garemoebaa ag-
reTve is, rom firmis xelmZRvanelobis mier misaRebi gadaw-
yvetilebebi marketinguli arxebis Sesaxeb, xSirad gulis-
xmoben grZelvadian valdebulebaTa aRebas sxva firmebis wi-
naSe. marketinguli arxebis organizaciis Sesaxeb laparako-
ben im SemTxvevaSi, rodesac firma awarmoebs vaWrobas sxva-
dasxva wesebiT da sxvadasxva bazarze an sTavazoben momxma-
reblebs damoukideblad airCion saqonlis SeZenis (gavrce-
lebis) arxi. aseTi firmebisTvis mTavaria arxebis garantie-
bis unarianoba da TiToeuli miznobrivi segmentis saqmiano-
bis warmoebis wesebis koordinireba.

nax. 11.1. distributorebi da kontaqtebis ricxvis Semcireba

saqonlis momxmareblamde xelsayreli dayvanis uzrunvel-

yofaSi Zalian maRalia Suamavlebis efeqtianoba. Suamavlebis
am mimarTulebiT specializacia, dagrovili gamocdileba da
farTo kontaqtebi, maT aZlevs SesaZleblobas gacilebiT ukeT
mwarmoeblebTan SedarebiT ganaxorcielon saqonlis gavrce-
lebisa da momxmareblamde dayvanis operaciebi. 11.1 naxazze
naCvenebia resursebis ekonomia, romelsac ganapirobebs Sua-
mavlTa saqmianoba. Tu saqonlis sami mwarmoebeli gamoiyenebs
pirdapir marketings, maSin imisTvis, rom TiToeulma maTganma
kavSiri unda daamyaros sam momxmarebelTan, aucilebelia 9
kontaqti. Tu TiToeuli mwarmoebeli isargeblebs erTi da
igive distributoris (sabiTumo vaWrobis rgolis) momsaxu-
291
rebiT, kontaqtebis ricxvi Semcirdeba 6-mde. aseT situaci-
ebSi Suamavlebis meSveobiT muSaoba ufro efeqtiania.

11.2. gavrcelebis arxebis funqciebi

marketinguli arxis daniSnulebaa saqonlis dayvana (win wa-

weva) mwarmoeblebidan momxmareblamde. arxis meSveobiT drosa
da sivrceSi xorcieldeba saqonelsa da momsaxurebaze momxma-
rebelTa moTxovnis dakmayofileba. arxis monawileebi asru-
leben ramdenime mniSvnelovan funqcias:
¾ arsebuli da potenciuri myidvelebis, konkurentebis
da marketinguli garemos sxva subieqtebisa da faqto-
rebis Sesaxeb informaciis Segroveba da gavrceleba:
¾ damarwmunebuli komunikaciebis damuSaveba da gavrce-
leba, romlebic mimarTulia yidvebis stimulirebaze;
¾ SeTanxmebis miRweva fasebisa da sxva pirobebis mixed-
viT, romlebic gavlenas axdenen saqonlis flobisa da
gankargvis uflebebze;
¾ SekveTebis ganlageba saqonlis warmoebaze;
¾ finansuri saxsrebis moZieba, romlebic saWiroa marke-
tinguli arxis sxvadasxva doneze warmoqmnili xarje-
bis dasafaravad;
¾ riskebis gaweva, romlebic dakavSirebulia arxis fun-
qcionirebasTan;
¾ saqonlis, produqtebis Tanmimdevruli Senaxvisa da fi-
zikuri gadaadgilebis uzrunvelyofa;
¾ myidvelTa fulis gamyidvelis angariSze gadagzavnis
ganxorcieleba bankisa da sxva safinanso dawesebule-
bebis meSveobiT;
¾ erTi fizikuri an iuridiuli piridan saqonlis flobi-
sa da gankargvis uflebebis meore pirze gadacema.
mTavari sakiTxi araa is, marketingulma arxebma Seasrula
Tu ara sxvadasxva funqciebi (aucileblad unda Seasrulon),
aramed is vin ganaxorcielebs am funqciebs. arxis funqciebi
xasiaTdeba sami saerTo TvisebiT: gamosayenebeli resursebis
SezRuduloba; specializacia; funqciebis ganawilebis SesaZ-
lebloba arxis monawileebs Soris. Tu mwarmoebeli (mimwode-
beli) gadascems saqonlis gavrcelebis funqciebis nawils Sua-
mavlebs, misi danaxarjebi Semcirdeba, magram amasTan Suamav-
lebi aZvireben TavianTi momsaxurebis Rirebulebas aRebuli
valdebulebebis gazrdasTan dakavSirebiT. magram vinaidan maT
292
mwarmoeblebTan SedarebiT SeuZliaT imoqmedon ufro efeq-
tianad, saqonlis fasi momxmareblisTvis Semcirdeba. zogierT
SemTxvevaSi ganawilebis gansazRvruli funqciebi sruldeba
momxmareblebis (myidvelebis) mierac, rac ganapirobebs am
ukanasknelTa mier fasis Semcirebas. TiToeuli arxis `sawyisi~
da `saboloo~ punqtebia mwarmoebeli da saboloo momxmarebe-
li. arxis sigrZis dasaxasiaTeblad gamoiyeneba masSi monawile
Suamavlebis doneebi. 11.2a naxazze warmodgenilia samomxmareb-
lo saqonlis marketinguli arxebis sxvadasxva sigrZe (manZili),
xolo 11.2b naxazze _ samrewvelo saqonlis gavrcelebis maxa-
siaTeblebi.

nuli donis (anu pirdapiri marketingis) arxi moicavs firma-

mwarmoebels, romelic warmoebul saqonels yidis uSualod
saboloo momxmareblebze internetis, savaWro agentebis dax-
marebiT, romlebic specializdebian Sin (binaze) gayidvebze,
prezentaciebis organizacias, saamanaTo vaWrobas, telemar-
ketings (telefoniT gayidvebs), satelevizio maRaziebs da mim-
wodeblis maRaziebis gayidvebs. erTdoniani arxi moicavs erT
Suamavals, magaliTad, sacalo-movaWres (sawarmos). ordoniani
arxi moicavs or Sualedur rgols, samdoniani arxi Sedgeba
Suamavlebis sami rgolisagan. mwarmoeblis TvalsazrisiT, rac
ufro didia arxSi SuamavlTa ricxvi, miT ufro rTulia misT-

293
vis informaciis miReba saboloo momxmareblebis Sesaxeb da
gasaRebis gakontroleba.

nax. 11.2. samomxmareblo da samrewvelo saqonlis gavrcelebis arxebi

rogorc wesi, marketinguli arxebi xasiaTdeba saqonlis

pirdapiri moZraobiT (win waweviT), magram aris e. w. `ukusvlis~
arxebic, romlebic gankuTvnilia moxmarebis narCenebisa da
moZvelebuli an momxmareblebisTvis arasaWiro saqonlis ga-
dasamuSaveblad SegrovebisaTvis. Suamavlebis rols aseT
arxebSi asruleben meoradi nedleulis miRebis punqtebi, rom-
lebic organizebulia mwarmoeblebis mier (sazogadoebrivi
jgufebi, nagvis Segrovebis specialistebi, narCenebis gada-
muSavebis centrebi da sxv).
marketinguli arxebis koncefcia ar izRudeba materialuri
dovlaTis (saqonlis) gavrcelebiT (win waweviT). friad mniS-
vnelovania aseTi arxebi momsaxurebis sferoSic. internet-
teqnologiebis ganviTarebis kvalobaze momsaxurebis sferos
organizaciebi _ bankebis ganyofilebebi, turistuli saagen-
toebi, aqciebiTa da sxva fasiani qaRaldiT vaWrobis formebi
_ sul ufro met yuradRebas uTmoben axali arxebis gamoye-
nebas. vinaidan marketinguli arxis mTavari amocanaa saqonlis
dayvana momxmareblamde da misi farTo xelmisawvdomobis uz-
runvelyofa. marketingis specialisti (marketeri) kargad un-
da gaerkves miznobrivi momxmareblebis saWiroebebsa da moT-
xovnaSi. gamoyofen arxis elementebis servisis xuT ZiriTad
ganmsazRvrel dones:

294
¾ partiis sidide _ saqonlis erTeulTa raodenoba, rome-
lic SeiZleba SeiZinos Cveulebrivma myidvelma erTjer yid-
visas. saqonlis maxasiaTeblebis Sesabamisad bevri firma
amjobinebs saqonlis msxvili (didi) partiis (raodenobis)
SeZenas;
¾ molodinis dro _ saSualo dro, romlis ganmavlobaSi
momxmareblebs (myidvelebs) uwevs lodini saqonlis yid-
visas (SeZenisas) myidvelebi amjobineben arxebs, romlebic
gamoirCeva miwodebis didi siCqariT;
¾ mdebareobis moxerxebuloba _ marketinguli arxis iseTi
ganfeniloba, romelic uadvilebs momxmarebels saqonlis
yidvas (SeZenas);
¾ saqonlis mravalferovneba _ saqonlis asortimentis
farTo arCevani, romelsac uzrunvelyofs marketinguli
arxi;
¾ damatebiTi momsaxureba _ momsaxureba, romelsac uzrun-
velyofs arxi (kreditis micema, saqonlis mitana, gamarTva,
remonti). rac ufro metia damatebiTi momsaxureba, miT
ufro maRalia arxis efeqtianoba.
marketinguli arxis SerCevisas, aucilebelia gaTvaliswi-
nebul iqnes is, rom momsaxurebis donis amaRleba niSnavs arxis
SigniT danaxarjebis gadidebas; es ki niSnavs myidvelebisTvis
saqonelze (momsaxurebaze) fasebis zrdas, da piriqiT, servi-
sis donis Semcireba iwvevs danaxarjebisa da fasebis Semci-
rebas. maRaziebis warmatebuli saqmianoba, romlebic yidian
samomxmareblo saqonels Semcirebuli fasebiT, da vaWroba
web-saitis meSveobiT aCveneben, rom bevri myidveli mzadaa
miiRos servisis dabali done, Tu es mas miscems yidvisas eko-
nomiis SesaZleblobas.
konkurenciis pirobebSi arxis monawileebma unda uzrun-
velyon saerTo xarjebis minimizeba momsaxurebis moculobisa
da xarisxis mocemuli donis dros. mwarmoeblebi Cveulebri-
vad gamoyofen bazris ramdenime segments sxvadasxva moTxov-
niT momsaxurebis donis mimarT. amrigad, mocemul konteqstSi
efeqtiani dagegmva niSnavs bazrebis mocemul konteqstSi ga-
movlenas, romlebic moemsaxurebian arxs, da saqonlis gavr-
celebis saukeTeso arxebis gansazRvras TiToeuli maTganis-
Tvis. arxis amocanebi damokidebulia agreTve saqonlis Tvi-
sebebsa da xarisxze. malfuWadi produqtebi (ZiriTadad sa-
sursaTo saqoneli) saWiroeben pirdapiri arxebis gamoyenebas,
xolo moculobiTi saqoneli _ arxebis, romlebic uzrunvel-
295
yofen mitanis minimalur vadebsa da datvirTva-gadmotvir-
Tvis samuSaoTa moculobebs warmoebidan momxmareblamde sa-
qonlis moZraobisas. arxis SerCevis (proeqtirebis) msvlelo-
baSi gaiTvaliswineba agreTve susti da Zlieri mxareebi. garda
amisa, arxis proeqtirebis procesSi aucilebelia iseTi faq-
torebis gaTvaliswineba, rogoricaa konkurentebis arxebi,
marketinguli garemo da sxvadasxva qveynis moqmedi kanon-
mdebloba. magaliTad, aSS kanonebi krZalaven iseTi marke-
tinguli arxebis gamoyenebas, romlebic zRudaven konkuren-
cias an xels uwyoben monopoliur mdgomareobas.
Suamavlebis raodenoba firmis mier ganisazRvreba saqon-
lis gavrcelebis miRebuli strategiis Sesabamisad. ganas-
xvaveben gavrcelebis Semdeg strategiebs:
1. eqskluziuri gavrceleba gulisxmobs SuamavalTa
ricxvis mkacrad SezRudvas. gavrcelebis (win wawevis)
aseTi tipi gamoiyeneba, rodesac, magaliTad, avtomobi-
lis mwarmoeblisTvis aucilebelia dawesdes kontroli
gamyidvelebis saqmianobasa da maT mier gaweul momsa-
xurebis doneze. Cveulebrivi praqtika mocemul SemT-
xvevaSi aris eqskluziuri sadilero xelSekrulebebis
dadeba, romelTa Tanaxmad Suamavlebi kisruloben val-
debulebas gamoiricxos TavianTi asortimentidan kon-
kurenti markebis saqoneli.
2. seleqtiuri gavrceleba _ Suamavlebis raodenobis
gazrda (eqskluziurTan SedarebiT) monawileTa gul-
modgined SerCevis gziT msurveli pretendentebisagan.
seleqtiuri (seleqtoruli) ganawileba mwarmoebels
aZlevs SesaZleblobas gaafarToos bazarze arxebi ufro
mkacri kontrolisa da naklebi xarjebis pirobebSi, vid-
re intensiuri gavrcelebis dros.
3. intensiuri gavrceleba _ saqonlis an momsaxurebis
ganlageba savaWro (an saserviso) wertebis maqsimalurad
SesaZlo ricxvSi. intensiuri gavrceleba damaxasiaTe-
belia yoveldRiuri moTxovnis saqonlisaTvis _ Tam-
baqos nawarmis, sapnis, kvebis produqtebis da sxv., ro-
melTa yidvisas momxmareblisTvis yvelaze mniSvnelo-
vania maRaziebis adgilmdebareobis moxerxebuloba.
mwarmoebelma unda gansazRvros arxis yvela monawilis
uflebebi da movaleobebi. saqmiani eTika moiTxovs yvela part-
niorTan pativcemul damokidebulebas da maTTvis mogebis
miRebis SesaZleblobis uzrunvelyofas. am mxriv friad mniS-

296
vnelovania swori aqcentebis gakeTeba iseT sakiTxebze, ro-
goricaa: safaso (fasebis) politika, gayidvebis pirobebi, gan-
sazRvruli teritoriis mimagreba, urTierTmomsaxureba da
pasuxismgebloba.
saqonlis gavrcelebis arxs afaseben ekonomikuri krite-
riumis, kontrolis xarisxis (donis) da adaptaciis periodis
mixedviT:
1. ekonomikuri kriteriumi. marketinguli arxis orga-
nizaciis TiToeuli varianti xasiaTdeba saqonlis ga-
yidvebis da danaxarjebis sxvadasxva doneebiT. amitom
menejerma unda gaiangariSos TiToeuli maTganisTvis
produqciis sxvadasxva moculobebis gayidvebis mudmivi
da cvalebadi xarjebi (ix. nax. 11.3). magaliTad, adarebs
ra firmis savaWro personalis da specializebuli sa-
vaWro saagentoebis muSaobas, mwarmoebeli firma afa-
sebs iseT cvalebad xarjebs, rogoricaa sakomisio, ro-
melic eZleva savaWro personals, da savaWro saagen-
tos saTavsebis mudmivi xarjebi. am xarjebis Sedarebis
safuZvelze ganisazRvreba, Tu romeli marketinguli
arxia yvelaze mogebiani (rentabeluri).

nax. 11.3. marketingis arxebis upiratesobebi da naklovanebebi

2. kontrolis kriteriumebi. mwarmoebelma firmam unda

gaiTvaliswinos arxis monawileTa saqmianobis kontro-
297
 lis faqtori, vinaidan damoukidebeli distributore-
bis, magaliTad, savaWro agentebis, gadawyvetilebebze
misi zemoqmedebis SesaZleblobebi ar aris didi. sakuTa-
ri mogebis maqsimizaciisTvis saagentoebs SeuZliaT kon-
centrireba klientTa momsaxurebaze, romlebic iZenen
saqonlis msxvil (did) partiebs.
3. adaptaciis kriteriumebi. marketinguli arxis mona-
wileebma SeTanxmebuli periodis drois ganmavlobaSi
unda Seasrulon urTierTvaldebulebebi, romlebic
zRudaven mwarmoeblis reaqciis SesaZleblobebs sabaz-
ro situaciis cvlilebebze. arastabilur bazrebze
mwarmoeblebi amjobineben arxebs, romelTa struqtu-
ra iZleva SesaZleblobas Setanil iqnes koreqtivebi
marketingis strategiaSi.
marketinguli arxis arCevis Semdeg firma iwyebs konkre-
tul SuamavalTa SerCevasa da swavlebas, arxis monawileTa
motivaciis sistemis Seqmnas da maTi saqmianobis Sefasebas.
marketinguli garemosa da saqonlis sasicocxlo ciklis cvli-
lebebis Sedegad droTa ganmavlobaSi SeiZleba warmoiSvas
SeTanxmebaTa koreqtirebis aucilebloba, romelic dadebulia
arxis monawileebs Soris, da firma-mwarmoeblis xelmZRvane-
loba amisTvis mzad unda iyos. SeTanxmebebi arxis monawileebs
Soris periodulad unda gadaisinjos saTanado koreqtirebiT
im SemTxvevaSi, rodesac mcirdeba saqonlis gavrcelebis efeq-
tianoba, farTovdeba bazari, Cndebian axali konkurentebi da
axali arxebi. marketinguli arxi ar SeiZleba iyos efeqtiani
saqonlis mTeli sasicocxlo ciklis ganmavlobaSi. mis pirvel
stadiaze momxmareblebi mzad arian gadaixadon meti, magram
Semdgom stadiebze Seecdebian ufro iafi arxis povnas. maga-
liTad, pirveli aslis gadaRebis aparatebi mcire ofisebi-
saTvis iyideboda uSualod mwarmoeblebis mier, Semdeg saca-
lo vaWrobis maRaziebis meSveobiT, xolo dRes _ safosto
SekveTebiTa da internet-maRaziebis meSveobiT.
marketinguli arxebi mudmiv ganviTarebaSia. iqmneba sabi-
Tumo da sacalo vaWrobis axali formebi, axali organizaciu-
li formebi, viTardeba produqciis (saqonlis) gavrcelebis
TviT sistemebi.
erT-erTi yvelaze mniSvnelovani movlena arxebis ganvi-
TarebaSi iyo vertikaluri marketinguli sistemebis Seqmna.
gavrcelebis tradiciuli arxi moicavs damoukidebel mwar-
moebels, erT (ramdenime) sabiTumo da sacalo vaWrobis firmas

298
(sawarmos). TiToeuli misi monawile miiswrafvis sakuTari
mogebis maqsimizirebisken, maSinac ki Tu es iqneba zianis mom-
tani mTeli sistemisaTvis. arxis arc erT monawiles ara aqvs
sxvebze sruli an raime kontrolis saSualeba.
vertikaluri marketinguli sistema moicavs mwarmoe-
bels, erT an ramdenime sabiTumo da sacalo vaWrobis sawarmos,
romlebic tradiciuli arxebisagan gansxvavebiT, moqmedeben
rogorc erTiani mTliani. am SemTxvevaSi erT-erTi monawile,
arxis warmmarTveli, an flobs sxva firmebis aqciaTa sakont-
rolo paketebs, an maT aniWebs frenSaizingis uflebebs, an
flobs ekonomikur Zlierebas, romelic uzrunvelyofs mis-
Tvis wamyvan poziciebs arxSi. arxis warmmarTveli SeiZleba
iyos mwarmoebeli, sabiTumo an sacalo movaWre. aseTi sistema
ekonomiuria, gamoricxavs dublirebas. aSS samomxmareblo sa-
qonlis bazrebze dominirebs vertikaluri marketinguli sis-
tema, romelic emsaxureba bazris 70-80%-s. gamoyofen verti-
kaluri marketinguli sistemebis sam ZiriTad tips: korpo-
raciuli (aerTianebs yvela firmas, romlebic axorcieleben
warmoebidan momxmareblamde saqonelmoZraobis Tanmimdevrul
stadiebs), administrirebadi (warmoebisa da gavrcelebis
Tanmimdevrul stadiebs axorcielebs sistemis erTi msxvili
da Zlieri monawile) da kontraqtuli (produqciis wamroebisa
da gavrcelebis sxvadasxva doneebis damoukidebeli firmebi
saxelSekrulebo safuZvelze erTiani ZalisxmeviT aRweven
gayidvebis moculobis gazrdas saTanado ekonomiis dros).
am ukanaskneli tipidan sul ufro met gavrcelebas poulobs
frenSaizuli organizacia.
arxebis ganviTarebis kidev erTi mimarTulebaa horizon-
taluri marketinguli sistemebi, romlebSic ori an meti
damoukidebeli firma aerTianeben TavianT resursebs an prog-
ramebs sabazro SesaZleblobaTa gamosayeneblad. damoukide-
beli moqmedebisTvis TiToeuli firma ver flobs sakmariss
finansebs, `nou-haus~, sawarmoo an marketingul resursebs an
ar surs gariskos. firmebs SeuZliaT iTanamSromlon rogorc
droebiT, aseve mudmiv safuZvelze an Seqmnan TanamSromlobis
axali forma.
Tu adre firma muSaobda erT bazarze erTi arxis gamoye-
nebiT, dRes bazrebis profilirebasa da arxebis axal SesaZ-
leblobasTan dakavSirebiT, sul ufro meti firma nergavs
mravalarxiani marketingis sistemebs, rodesac erTi firma
iyenebs or da met marketingul arxs erT an ramdenime samomx-

299
mareblo segmentze gasasvlelad. arxis ricxvis gazrda niSnavs
imas, rom firma, jer-erTi, afarToebs bazars, vinaidan xSirad
axali arxi iqmneba damatebiTi myidvelebis misazidad; meore,
mcirdeba danaxarjebi marketinguli arxebis sistemebis Se-
naxvaze; mesame, maRldeba savaWro momsaxurebis done, ramde-
nadac axal arxSi gaiTvaliswineba myidvelTa daukmayofile-
beli moTxovna. magram axali arxebis organizacias xSirad
Tan axlavs kontrolisa da marTvis xaziT konfliqtebisa da
problemebis warmoSoba. jer-erTi, sxvadasxva arxi SeiZleba
ibrZodes erTi da igive momxmareblebisTvis; meore, `damou-
kideblobis mopovebam~ SeiZleba gaarTulos TanamSromloba
arxebis sxva subieqtebTan.
uaRresad mniSvnelovania im mizezebis gamovlena, romle-
bic iwveven konfliqtebs arxebSi. konfliqtebis warmoSobis
ZiriTadi mizezia miznebis SeuTavsebloba. magaliTad, mwar-
moebeli cdilobs swrafad SeaRwios bazarze mcire (iafi) fa-
sebis politikis xarjze. dilerebi ki, piriqiT, amjobineben
daaweson Zviri fasebi saqonelze da miiRon maqsimaluri mo-
geba mokle droSi. zogjer konfliqti warmoiSoba arxis mo-
nawileebis rolebisa da uflebebis arazusti gansazRvris
gamo. konfliqtebi agreTve davebis Sedegia gasaRebis regio-
nebis teritoriuli sazRvrebisa da kreditebis pirobebis
Sesaxeb. konfliqtis mizezi SeiZleba iyos Suamavlebis Zlie-
ri damokidebuleba mwarmoebelze.
marketingul arxebSi warmoqmnili zogierTi konfliqti
SeiZleba iyos konstruqciuli da dadebiTad moqmedebdes mi-
si wevrebis adaptaciaze cvalebad gare garemoSi. meore
mxriv, metismeti konfliqti negatiur gavlenas axdens ar-
xze. amrigad, problema aris ara konfliqtebis aRmofxvra,
aramed maTi marTva. gamoyofen marketingul arxebSi kon-
fliqtebis marTvis ramdenime meqanizms:
1. zeordinaluri miznebis miReba. arxis monawileebi
Tanxmdebian fundamenturi miznis Sesaxeb, romlis miR-
weva mniSvnelovania TiToeuli maTganisTvis: gadarCena,
bazris wilis gafarToeba, saqonlis da momsaxurebis
maRali done, momxmarebelTa dakmayofileba.
2. TanamSromlebis gacvla arxis or da met doneebs So-
ris. magaliTad, korporacia General Motors axorcielebs
TanamSromelTa moklevadian gacvlas Tavis dilerebTan.
firma-distributorebis menejerebi Rebuloben mona-
wileobas aRniSnuli korporaciis gavrcelebis poli-

300
 tikis damuSavebaSi. aseTi gacvla exmareba arxis mona-
wileebs gaecnon erTmaneTs, muSaobis Taviseburebebs
da gaerkvnen partnioris interesebsa da midgomebs.
3. kooptacia. es aris erTi firmis mcdeloba miiRos meore
firmis menejerTa mxardaWera maTi CarTviT sakonsul-
tacio sabWoSi, direqtorTa sabWoSi, savaWro asocia-
ciaSi da a. S. kooptirebuli menejerebis azris gaTvalis-
winebis SemTxvevaSi konfliqtebis warmoSobis SesaZ-
lebloba minimaluria.
4. diplomatia, Suamavloba an arbitraJi gaWianure-
bul an mwvave konfliqtebisas. diplomatiuri meTo-
debi gulisxmoben, rom konfliqti wydeba mxareTa ofi-
cialuri warmomadgnelebis molaparakebaTa msvlelobi-
sas. Suamavloba niSnavs mimarTvas neitraluri mesame
mxarisadmi, romelsac SeuZlia daareguliros konfliq-
turi mxareebis interesebi. arbitraJi tardeba, maSin
rodesac orive mxare Tanaxmaa warudginon TavianTi ar-
gumentebi arbitrs da daemorCilon mis gadawyvetile-
bas.
qveynis kanonmdeblobis TvalsazrisiT umravles SemTxve-
vaSi firmebs aqvT ufleba moawyon miznebis Sesabamisi marke-
tinguli arxebi. magram zogierTi sakanonmdeblo aqti krZa-
lavs iseTi taqtikis gamoyenebas, romelic xels SeuSlis
konkurentebis arxis gamoyenebas.

11.3. vaWrobis menejmenti da marketinguli

logistika

marketinguli arxebis sistemaSi mniSvnelovani adgili

ukavia vaWrobas, romelic moicavs sacalo vaWrobasa da sabi-
Tumo vaWrobas. sacalo da sabiTumo vaWrobis sawarmoebTan
(firmebTan) erTad Suamavlebi arian logistikuri organiza-
ciebi, romlebic SeimuSaveben xolme marketingis sakuTar
strategiebs.
sacalo vaWrobas ganekuTvneba saqmianobis yvela saxe, rom-
lebic dakavSirebulia momxmareblebze saqonlisa da momsa-
xurebis uSualo realizaciasTan piradi, arakomerciuli ga-
moyenebisaTvis. sacalo vaWrobis sawarmo (maRazia) komerciu-
li (biznesis sferos) organizaciaa, romlis mogebis ZiriTadi
nawili iqmneba sacalo gayidvebis xarjze. nebismieri organi-
zacia, romelic muSaobs saboloo momxmareblebTan, es iqneba

301
mwarmoebeli, sabiTumo Tu sacalo gamyidveli, eweva sacalo
vaWrobas. amasTan mniSvneloba ara aqvs, Tu rogor iyideba sa-
qoneli (momsaxureba) piradad, fostiT, savaWro avtomatis
an internetis meSveobiT da es sad mimdinareobda (maRaziaSi,
quCaze, Sin momxmarebelTan).
sacalo vaWrobaSi funqcionireben sxvadasxva tipis organi-
zaciebi, romlebic iyeneben gayidvis axal formebs. ganasxva-
veben sacalo vaWrobis Semdeg saxeebs: sacalo vaWroba maRa-
ziaSi, maRaziis gareSe sacalo vaWroba da organizaciebi, rom-
lebic axorcieleben sacalo vaWrobas (cxrili 11.1).

cxrili 11.1.
sacalo vaWrobis maRaziebis ZiriTadi tipebi

¾ specializebuli maRaziebi. maTSi warmodgenilia Rrma asor-

timentis saqonlis viwro speqtri _ tansacmlis, saiuveliro,
sasporto saqonlis, avejis, yvavilis, wignis maRaziebi. tansac-
mlis maRazia specializebulia, mamakacis tansacmlis maRazia _
viwrospecializebuli, xolo mxolod mamakacis pijakebiT mo-
vaWre maRazia _ superspecializebuli.
¾ univermaRebi. warmodgenilia mravali sasaqonlo jgufi, ro-
gorc wesi _ tansacmeli, aveji, sxva saqoneli binisaTvis. TiTo-
euli sasaqonlo jgufi iyideba gansakuTrebul ganyofilebaSi,
romlis menejeria myidvelebTan urTierTobis specialistebi
(merCendaizerebi).
¾ supermarketebi. msxvili savaWro sawarmoebi ufro naklebi
(Cveulebriv maRaziebTan SedarebiT) savaWro daricxvebiT. vaW-
robis ZiriTadi meTodia TviTmomsaxureba, mTavari amocanaa
kvebis produqtebze ZiriTadi moTxovnis, agreTve zogierT sa-
qonelsa da momsaxurebaze moTxovnis dakmayofileba. magali-
Tad, `fudmarti~.
¾ yoveldRiuri moTxovnis saqonlis maRaziebi. mcire savaWro
sawarmoebi, romlebic ganlagebulia qalaqis sacxovrebeli
kvartlebis axlos, muSaoben gamosasvleli dReebis gareSe. xSi-
rad Sexamebulia sasauzmis an sakonditros funqciebi.
¾ iaffasiani saqonliT movaWre maRaziebi (disqauntebi). war-
modgenilia saqonlis standartuli asortimenti ufro iafi fa-
sebiT, ramdenadac gaaCniaT SesaZlebloba daaweson mogebis nak-
lebi marJa didi brunvebis xarjze.
¾ safirmo maRaziebi. miekuTvneba firma-mwarmoeblebs da aseT
maRaziebSi ZiriTadad iyideba mocemuli firmis produqcia. ma-
galiTad, `nikora~.
¾ supermaRaziebi (superestornebi). savaWro farTobi Seadgens
saSualod 3-5 aTas. kv. m., tradiciulad mowodebuli arian daakma-

302
 yofilon momxmarebelTa moTxovna kvebis produqtebsa da sxva sa-
qonelze. rogorc wesi, aseTi maRaziebSi xorcieldeba momsaxu-
rebis iseTi saxeebi, rogoricaa recxva, qimwmenda, fexsacmlis Seke-
Teba da sxv. aq moiazrebian kombinirebuli maRaziebi (sursaTi,
afTiaqi da sxv., agreTve hipermarketebi).

saqonlis sasicocxlo ciklis analogiurad, sacalo savaW-

ro sawarmoebi gancidian zrdisa da dacemis stadiebs, e. i. sau-
baria sacalo sawarmos sasicocxlo ciklis Sesaxeb. sacalo
vaWrobis sawarmoebi warmoiSvnen didi xnis winaT, miaRwies
simwifes, Semdeg dadga dacemis dro. univermaRs dasWirda 80
weli, rom gamxdariyo sacalo vaWrobis erT-erTi ZiriTadi
tipi, maSin rodesac sacalo vaWrobis `axalgazrda~ saxe, maga-
liTad, sawyobis tipis maRazia sul 10 wlisaa, xolo internet-
maRaziebma simwifis asaks miaRwia kidev ufro swrafad. maRa-
ziis meSveobiT vaWrobis axali formebi da meTodebi mowode-
buli arian daakmayofilon savaWro momsaxurebis donisadmi
momxmarebelTa moTxovnebis farTo speqtri. sacalo savaW-
ro sawarmoebs SeuZliaT bazarze pozicireba servisis Semde-
gi doneebis Sesabamisad:
1. TviTmomsaxureba _ mcire fasebiT savaWro momsaxu-
rebis qvakuTxedi. drois dazogvis mizniT bevri mom-
xmarebeli TviTon mzadaa ikisros amocana: `moZieba _
Sedareba _ arCeva~.
2. saqonlis Tavisufali arCevani. myidvelebi TviTon
eZeben saqonels Taroebze, Tumca SeuZliaT mimarTon
daxmarebisTvis savaWro personals. yidvis procesi
sruldeba momxmarebelTa mier saqonlis anazRaurebis
momentSi.
3. SezRuduli momsaxureba. sacalo vaWrobis sawarmoSi
Zalian bevri saqonelia da myidvelebs sWirdebaT saTa-
nado informacia da gamyidvelebis daxmareba. maRazie-
bi SezRuduli servisiT ewevian agreTve zogierT mom-
saxurebas (magaliTad, ganvadebiT vaWroba da saqonlis
dabrunebis SesaZlebloba).
4. sruli servisi. savaWro personali mzadaa aRmouCinos
daxmareba myidvels ganaxorcielos sruli procesi: `mo-
Zieba _ Sedareba _ arCeva~. aseT maRaziebs amjobineben
myidvelebi, romlebsac moswonT, roca maT emsaxurebian.
dRes saqonlisa da momsaxurebis udidesi nawili (97%) iyi-
deba sacalo vaWrobis ama Tu im sawarmoTa kedlebSi, magram di-
di tempebiT izrdeba maRaziis gareSe gayidvebis, gansakuTre-
303
biT onlainuri gayidvebis moculoba. maRaziis gareSe saca-
lo vaWrobas yofen oTx kategoriad.
1. pirdapiri gayidvebi, vaWrobis sawarmo 9 mlrd dolari
brunviT. am kategoriiT funqcionirebs (aSS) 600 meti
firma, romlebic awvdian saqonels Sin (saxlSi) da ofi-
sebSi;
2. pirdapiri marketingi, romlis safuZvelia pirdapiri
safosto gagzavna da vaWroba katalogebiT; pirdapir
marketings ganekuTvneba agreTve telemarketingi da
eleqtronuli, onlainuri vaWroba;
3. vaWroba avtomatebis meSveobiT. aseTi wesiT iyideba
saqonlis farTo asortimenti sigaretebis, gamagrile-
beli sasmelebis, kamfetebis, gazeTebis CaTvliT;
4. savaWro servisi. mas sTavazobs sacalo gamyidveli,
romelsac ara aqvs calke maRazia da emsaxureba Tavis
mudmiv klienturas (rogorc wesi, msxvili organizaci-
ebis muSakebs), romelic loialobis `sanacvlod~ Rebu-
lobs uflebas garkveul daTmobebze.
maRaziebis umravlesoba ekuTvnis damoukidebel mflobe-
lebs, magram bevri maT Soris xdeba korporaciuli sacalo
vaWrobis nawili (cxrili 11.2). aseTi firmebi sargebloben
masStabis efeqtiT da floben ufro maRal gadaxdisunaria-
nobas, muSaoben kargad cnobili savaWro markiT, iyeneben sa-
ukeTeso firmebis gamocdilebas.
Tu adrindel periodSi sakmarisi iyo maRaziis moxerxebuli
adgilmdebareoba, saqonlis ukeTesi (konkurentebTan Seda-
rebiT) asortimenti, amJamad sacalo vaWrobaSi aucilebelia
Sorsgamiznuli marketinguli gadawyvetilebebi miznobrivi
bazrebis, sasaqonlo asortimentisa da gasaRebis, servis-miq-
sisa da maRaziaSi xelsayreli atmosferos, fasebis, saqon-
lis win wawevis meTodebisa da savaWro sawarmos adgilmdeba-
reobis Sesaxeb, sacalo vaWrobis menejmentisaTvis yvelaze
mniSvnelovani da sapasuxismgeblo gadawyvetilebebis miReba,
romlebic dakavSirebulia miznobriv bazarTan, vinaidan un-
da iqnes miRebuli dasabuTebuli gadawyvetilebebi asorti-
mentis, maRaziis dizainis, reklamis, fasebis donis, servisis
tipis da a. S. Sesaxeb. magaliTad, gogonebisaTvis moduri tan-
sacmlis maRaziis gaxsnisaTvis saWiroa gulmodgined Seswavla
maRaziis saqmianobis iseTi aspeqtebisa, rogoricaa sasaqonlo
asortimenti, gaformebis elementebi, savaWro darbazis gana-
Teba ferebis SexamebiT, akompanimenti (musikaluri), personali

304
da sxv., romlebic Seesabamebian miznobriv momxmarebelTa sur-
vilebs. maRaziaSi unda Seiqmnas iseTi atmosfero, romelic
yvelaze ukeT Seesatyviseba miznobriv momxmarebelTa gemov-
nebas da aRuZravs maT saqonlis yidvis survils. arsebiTi
mniSvneloba aqvs faswarmoqmnis moqnil sistemas. sul ufro
met mniSvnelobas iZens marketingis xelovneba _ STabeWdi-
lebaTa marketingi. idealSi aucilebelia pozitiuri STa-
beWdilebis Seqmna maRaziaSi, romelic marketingis poziciidan
iqneba `gasarTobi, saswavlo, esTetikuri da moSvebulobis mom-
niWebeli erTdroulad~.
cxrili 11.2.
sacalo vaWrobis sawarmoebis ZiriTadi tipebi

¾ maRaziebis korporaciuli qseli. erTi an ramdenime maRazia,

romelsac flobs da marTavs erTi firma, centralizebulad
axorcielebs Sesyidvebs da sTavazoben saqonlis msgavs asorti-
ments. isini biTumad Seisyidian saqonlis did partiebs. aseTi
firmebi qiraoben faswarmoqmnis, win wawevis, dagegmvis, maragis
kontrolis da gayidvebis prognozirebis specialistebs (marke-
terebs).
¾ nebayoflobiTi qselebi. warmoadgenen damoukidebel sacalo
movaWreTa jgufebs, romlebic organizebulia (xolo zogjer fi-
nansdeba) sabiTumo vaWrobis firmebis mier.
¾ sacalo-kooperativebi. Sedgeba damoukidebeli sacalo movaW-
reebisagan, romlebic qmnian centralur Semsyidvel organiza-
cias da erToblivad atareben gayidvebis stimulirebis Ronis-
Ziebebs.
¾ samomxmareblo kooperativebi. sacalo vaWrobis firma, rome-
lic miekuTvneba TviTon myidvelebs. momxmareblebi saerTo fu-
liT xsnian sakuTar maRazias, irCeven mis xelmZRvanelobas da
gansazRvraven mis politikas. kooperativebis wevrebi Rebulo-
ben procents gayidvebidan (dividendebs) imisdamixedviT, Tu ra
Tanxis saqonels SeiZenen TviTon.
¾ frenSaizinguli firmebi. saxelSekrulebo partnioroba fren-
Saizersa (mwarmoebeli, sabiTumo an servisuli firma) da lice-
nizis gamomyenebel firmas (damoukidebeli biznesmeni, romelic
iZens frenSaizinguli sistemis erT an ramdenime obieqtis flo-
bisa da gamoyenebis uflebas) Soris.
¾ sacalo konglomerati. nebismieri firmis korporacia, rome-
lic aerTianebs sacalo vaWrobis sxvadasxva formisa da mimarTu-
lebis sawarmoebs. axasiaTebs integraciis garkveuli xarisxi me-
nejmentis TvalsazrisiT.

305
 sabiTumo vaWroba saqmianobis iseTi saxea, romelic dakav-
Sirebulia saqonlis da momsaxurebis bazris iseT subieqtebze
gayidvasTan, romlebic maT gadayidian (nayidis gayidva) an
gamoiyeneben komerciuli miznebiT. sabiTumo vaWrobas ar mi-
ekuTvneba samrewvelo firmebisa da fermerebis gasaRebis saq-
mianoba (maTi ZiriTadi funqciaa warmoeba). biTumad movaWreebi
(anu distributorebi) bevrad gansxvavdebian sacalod mo-
vaWreebisagan:
¾ mebiTumeebi naklebad arian dakavebuli saqonlis win
waweviT, sabiTumo sawarmoebSi atmosferos da maT adgil-
mdebareobas ara aqvs didi mniSvneloba;
¾ sabiTumo garigebebis moculoba gacilebiT didia, xo-
lo raodenoba naklebia, vidre sacalo vaWrobaSi;
¾ saxelmwifo sxvadasxvanairad udgeba sabiTumo da saca-
lo vaWrobis regulirebas, rac Tavis asaxvas poulobs
kanonmdeblobasa da sagadasaxado politikaSi.
ratom arian saWiro biTumad gamyidvelebi? nuTu mwarmoeb-
lebs ar SeuZliaT pirdapir miawodon saqoneli maRaziebs an
saboloo momxmareblebs? pasuxi martivia: Suamavlebi auci-
lebelia, Tu isini mwarmoeblebze an myidvelebze ufro efeq-
tianad asruleben erTs an ramdenimes Semdegi funqciebidan:
1. gayidvebi da win waweva. mebiTumeebi uadvileben
mwarmoeblebs (da amas akeTeben naklebi danaxarjebiT)
korporaciuli myidvelebis did ricxvTan urTierTo-
bas;
2. Sesyidvebi da asortimentis formireba. biTumad mo-
vaWreebi arCeven saqonels, sTavazoben ra myidvelebs
swored im saqonels, romelic maT sWirdebaT, aTavisuf-
leben ra amiT sacalo movaWreebs zedmeti samuSaosagan;
3. satvirTo partiebis danawileba ufro wvril parti-
ebad. sabiTumo firmebi exmarebian korporaciul myid-
velebs gaswion saSualebaTa ekonomia, SeZenili saqonlis
satvirTo partiebis (vagonebi, konteinerebi) ganawile-
biT ufro wvril partiebad;
4. dawyoba. distributorebi inaxaven saqonels da amci-
reben mimwodeblebisa da myidvelebis danaxarjebsa da
riskebs;
5. transportireba. mebiTumeebi ufro swrafad awvdian
saqonels myidvels, imitom rom arian ufro axalo, vidre
firma-mwarmoebeli;

306
 6. dafinanseba. distributorebi axorcieleben kliente-
bis dafinansebas, aZleven ra maT kreditebs da damou-
kideblad anazRaureben saqonlis did partiebs;
7. riskis aReba. biTumad movaWreebi kisrulobven riskis
nawils, iZenen ra saqonelze sakuTrebis uflebas da
iReben danakargebs, romlebic dakavSirebulia pro-
duqtebis SesaZlo qurdobasTan, gafuWebasTan, dazia-
nebasTan da moZvelebasTan;
8. marketinguli informacia. sabiTumo firmebi mimwo-
deblebsa da myidvelebs aZleven informacias firma-
konkurentebis, axali produqtebis (saqonlis), fasebis
da a. S. Sesaxeb;
9. marTva da sakonsultacio momsaxureba. mebiTumeebi
xSirad exmarebian sacalo movaWreebs srulyon maTi
saqmianoba maRaziebis dagegmarebasa da vitrinebis ga-
formebis monawileobiT, maragis aRricxvisa da marTvis
axali sistemis dawesebiT da sxv. maT SeuZliaT daxmareba
gauwion agreTve samrewvelo (sawarmoo daniSnulebis)
saqonlis myidvelebsac.
sabiTumo sawarmoebi (mebiTumeebi), sacalo sawarmoebis
(sacalo gamyidvelebi) msgavsad erTmaneTisagan gansxvavde-
bian formiTa da funqciebiT. maTi erTi nawili Rebulobs sa-
qonelze sakuTrebis uflebas, meore nawili ki xels uwyobs
mxolod gayidvebs: zogierTi maTgani asrulebs ramdenime
funqcias, sxvebi ki viwro specializaciiT gamoirCevian. sa-
biTumo vaWrobis organizaciebis ZiriTadi tipebi naCvenebia
11.3 cxrilSi.
cxrili 11.3.
sabiTumo vaWrobis organizaciebis
ZiriTadi tipebi (saxeebi)

¾ sabiTumo firmebi. kompaniebi, romlebic Rebuloben sakuTre-

bis uflebas gasayid saqonelze. saqmianobis sferos mixedviT Se-
iZleba iwodebodes sabiTumo firmebad, distributorebad, savaW-
ro saxlebad. iyofa or kategoriad: mebiTumeebi momsaxurebis
sruli cikliT da mebiTumeebi momsaxurebis SezRuduli cik-
liT.
¾ mebiTumeebi, momsaxurebis sruli cikliT. sTavazoben momsa-
xurebis srul nakrebs: saqonlis maragis Senaxva, gamyidvelebis
Statis arseboba, kreditis SeTavazeba, saqonlis miwodeba, xelSew-
yoba menejmentis dargSi, biTumad movaWreebi upiratesad urTi-
erTmoqmedeben sacalo vaWrobis sawarmoebTan da sTavazoben
maT momsaxurebis farTo speqtrs. sawarmoo daniSnulebis saqon-

307
 lis distributorebi yidian saqonels ara sacalo movaWreebze,
aramed mwarmoebel sawarmoebze iseTi momsaxurebis gaweviT ro-
goricaa Senaxva, dakrediteba, miwodeba.
¾ mebiTumeebi, momsaxurebis SezRuduli cikliT. wina formas-
Tan SedarebiT TavianT mimwodeblebsa da myidvelebs sTavazo-
ben momsaxurebis nakleb moculobas. mebiTume-komovoiaJorebi
specializdebian malfuWadi saqonlis SezRuduli asortimen-
tis gayidviT supermarketebze, mcire sasursaTo maRaziebze, sa-
avadmyofoebze, restornebze, sastumroebze, saqarxno da sasko-
lo sasadiloebze. aqve moiazrebian mebiTume-prokerebi, mebi-
Tume-konsignantebi, sawarmoo kooperativebi, mebiTumeebi, rom-
lebic vaWroben katalogebis mixedviT.
¾ agentebi da brokerebi. romlebic ar Rebuloben sakuTrebis
uflebas saqonelze da asruleben mxolod ramdenime funqcias.
maTi ZiriTadi amocanaa yidva-gayidvis xelSewyoba, risTvisac
agentebi Rebuloben sakmaris gasamrjelos 2-6%-is odenobiT
realizaciis fasidan. specializdebian gansazRvrul sasaqonlo
jgufebze an myidvelTa tipebze. brokerebis ZiriTadi funqciaa
Suamavloba myidvelebsa da gamyidvelebs Soris da daxmareba mo-
laparakebaTa warmarTvaSi. brokerebis samuSaos anazRaurebs ma-
Ti damqiravebeli mxare. agentebi warmoadgenen an myidvelTa, an
gamyidvelTa interesebs, magram ufro mudmiv safuZvelze, vidre
brokerebi. ganasxvaveben: mwarmoebelTa agentebs, gayidvebis agen-
tebs, Sesyidvebis agentebs da agent-komisionerebs.
¾ mwarmoebelTa da sacalo gamyidvelTa ofisebi da ganyofi-
lebebi. mocemul SemTxvevaSi operaciebi, romlebic dakavSire-
bulia sabiTumo vaWrobasTan, sruldeba uSualod saqonlis gam-
yidvelebis an myidvelebis mier. maTSi damoukidebeli mebiTume-
ebi ar monawileoben. Sesyidvebisa da gayidvebis funqciebs asru-
leben sxvadasxva gasaRebis ganyofilebebi an kompaniebi _ mim-
wodeblebis ofisebi.
¾ sxvadasxva specializebuli mebiTumeebi. ekonomikisa da biz-
nesis dargebSi arseboben specializebuli savaWro organizacie-
bi. maT ricxvs miekuTvneba mebiTume-Semsyidvelebi (fermerebisgan
sasoflo-sameurneo produqtebis), navTobis sabiTumo bazebi da
terminalebi (Seisyidian navTob-produqtebs ramdenime firma-
mwarmoeblebidan) da mebiTume-auqcionistebi (awyoben avtomobi-
lebis, sxvadasxva mowyobilobis da a. S. auqcionebs, sTavazoben
ra maT dilerebs da sxva firmebs.

internetis gamoyenebiT sabiTumo vaWroba ganicdis gansaz-

Rvrul cvlilebebs, magram aSS-Si da sxva ganviTarebul qvey-
nebSi misi zrdis tempi myarad SenarCunebulia. es aixsneba imiT,
rom msxvili samrewvelo sawarmoebi ganlagebulia saboloo
momxmareblebidan Sors da amave dros aucilebelia samrew-
308
velo asortimentis gardaqmna savaWro asortimentad (dakom-
pleqteba _ daxarisxeba, SefuTva da sxv.), saqonlis gamzadeba
uSualod momxmareblebisaTvis.
sul ufro mniSvnelovania sabiTumo vaWrobaSi dasabuTe-
buli marketinguli gadawyvetilebebis miReba. es ganpirobe-
bulia konkurenciis gamwvavebiT bolo wlebSi, rac moiTxovs
sabiTumo vaWrobaSi ZiriTadi saSualebebis gamoyenebis efeq-
tianobis amaRlebas, saqonelTan muSaobis gaumjobesebas. sa-
biTumo vaWrobis firmebi srulyofen strategiuli gadawy-
vetilebebis miRebis procesebs miznobrivi bazrebis, saqon-
lisa da momsaxurebis, faswarmoqmnis, saqonlis win wawevis
da sawarmoTa adgilmdebareobis Sesaxeb. sabiTumo firmebma
unda gadawyviton, romel samomxmareblo jgufs irCeven misi
sididis (magaliTad, mxolod msxvili sacalo vaWrobis sa-
warmoebi), myidvelTa tipis (mxolod mcire sasursaTo maRa-
ziebi), momsaxurebaze moTxovnilebis (myidvelebi, romleb-
sac sWirdebaT krediti) da sxva kriteriumebis gaTvaliswi-
nebiT. sabiTumo firmam unda uzrunvelyos droulad miwo-
debis garantia. amitom mas unda hqondes sawyobebSi saqonlis
sakmarisi raodenoba. xarjebis dasafaravad mebiTumeebi awe-
seben daricxvas gasayid saqonelze, daaxloebiT 20%-is ode-
nobiT. sabiTumo vaWrobis xarjebi Cveulebrivad aRwevs sa-
qonlis Rirebulebis 17%-mde da firmis mogeba Seadgens 3%-s.
kvebis produqtebiT sabiTumo vaWrobaSi mogeba ar aRemate-
ba 2%-s. sabiTumo firmebis menejerebma unda SeimuSavon sa-
qonlis win wawevis strategia yvela aspeqtis gaTvaliswine-
biT, romelic moicavs sareklamo saqmianobas, gasaRebis sti-
mulirebas, pablisits. mebiTumeebi iyeneben avtomatizebul
sawyobebs, romlebic mniSvnelovnad zogaven drosa da dana-
xarjebs SekveTebis damuSavebaze.
amJamad sabiTumo firmebs eqmnebaT problemebi imasTan
dakavSirebiT, rom mwarmoeblebi da sacalo movaWreebi aqti-
urad iTviseben pirdapiri Sesyidvebis programebs. did war-
matebebs aRweven is mebiTume-distributorebi, romlebic
aRweven Tavisi momsaxurebis droul adaptirebas mimwodeb-
lebisa da saboloo momxmareblebis cvalebad moTxovnile-
bebTan. sabiTumo firmebi mudmivad amaRleben servisis dones
da zrdian investirebas Tanamedrove Senaxvis teqnologiasa
da sainformacio sistemebSi.
sacalo da sabiTumo vaWrobis efeqtianobis amaRlebisaTvis
uaRresad didia menejmentis roli da mniSvneloba. firmebis

309
Zalisxmeva unda warimarTos savaWro personalis Sromis mwar-
moeblurobis amaRlebis, kadrebis SerCevis, swavlebis, perso-
nalis saqmianobis kontrolis, damatebiTi motivaciisa da ga-
samrjelos sistemis srulyofis mimarTulebiT.
vaWrobis muSakebi asruleben erT an ramdenime amocanas:
1. potenciur momxmarebelTa Zebna. perspeqtiuli mom-
xmareblebis (an saqonlis gasaRebis mimarTulebebis)
moZebna;
2. miznobriv momxmarebelTa arCeva. drois ganawileba
aqtualur da potenciur momxmareblebTan urTierTmoq-
medebisaTvis;
3. komunikaciebi. informaciis gavrceleba firmis saqo-
nelsa da momsaxurebaze;
4. gayidvebi. gayidvis ganxorcieleba momxmarebelTan kon-
taqtis, saqonlis miwodebis, winaaRmdegobaTa daZlevis
da garigebis dadebis saSualebiT;
5. momsaxureba. momxmareblebisaTvis sxvadasxva momsa-
xurebis SeTavazeba: konsultaciebi momsaxurebis calke-
ul problemebze, teqnikuri daxmarebis aRmoCena, fi-
nansuri sakiTxebis gadawyvetis organizacia da saqon-
lis miwodebis uzrunvelyofa;
6. informaciis Segroveba. bazris marketinguli kvle-
vis Catareba da angariSgebis Sedgena;
7. alokacia (ganawileba). saqonlis pirvelricxovan mim-
RebTa gansazRvra sasaqonlo deficitis periodebSi.
aRniSnulidan gamomdinare friad mniSvnelovania gasaRebis
samsaxuris organizacia da funqcionireba, rac firmis menej-
mentis erT-erTi ZiriTadi amocanaa. gasaRebis organizacia
moicavs misi miznebis dasaxvas, strategiis damuSavebas, misi
struqturis, sididisa da gasamrjelos sistemis sakiTxebs
(nax. 11.4).

nax. 11.4.gasaRebis samsaxuris organizacia

310
 TiToeuli firmis menejerebma zustad unda gansazRvron
gasaRebis samsaxuris konkretuli amocanebi. sul ufro ikve-
Teba savaWro personalis amocanebSi ara marto gayidvebis mo-
culobisa da mogebis uzrunvelyofis maCvenebelTa gaTvalis-
winebis, aramed momxmarebelTa dakmayofilebis SemoqmedebiTi
gzebis Zebnis tendenciebi. mas Semdeg, rac firmis menejerebi
dasaxaven amocanebs da SeimuSaveben gasaRebis strategias,
aucilebelia ganisazRvros vaWrobis muSakTa profili da
ricxvi. firmis savaWro personali iyofa saSinao savaWro per-
sonalad da sakontraqto savaWro personalad. saSinao savaWro
personali muSaobs ofisSi, amyarebs kontaqts momxmarebleb-
Tan telefoniT an Rebulobs maT samuSao adgilebze. sakont-
raqto savaWro personali Sedgeba firma-mwarmoeblis war-
momadgenlebis, savaWro agentebisa da brokerebisagan, rom-
lebsac uxdian sakomisio gasamrjelos maT mier Sesrulebu-
li gayidvebisaTvis.
gasaRebis samsaxuris strategia gansazRvravs mis struq-
turas. Tu firma yidis erTi tipis produqcias geografiulad
daSorebul erTi dargis sawarmoebze, misi menejmenti emya-
reba gasaRebis teritoriul struqturas. Tu firma awvdis
mravalferovan saqonels sxvadasxva myidvelebs, menejmenti
emyareba sasaqonlo an sabazro struqturas. 11.4. cxrilSi
warmodgenilia yvelaze xSirad gamoyenebuli struqturebi.
cxrili 11.4.
gasaRebis samsaxuris struqturis variantebi

¾ teritoriuli. TiToeul savaWro warmomadgenels miemagreba

geografiuli teritoria firmis saqonlis mTeli asortimentis
gayidvebis organizaciisaTvis. aseTi struqtura iZleva SesaZ-
leblobas zustad Camoyalibdes muSakTa movaleobebi da zrdis
savaWro warmomadgenelTa dainteresebas saqmiani kavSirebis da-
samyareblad.
¾ sasaqonlo. savaWro personalis mier saqonlis atributebis
codnis mniSvneloba, agreTve savaWro qvedanayofebis ganviTa-
reba da saqonlis maragis marTvis srulyofa ganapirobeben gasa-
Rebis sistemebis struqturirebas sasaqonlo principiT. aseTi
struqtura gansakuTrebiT moxerxebulia im SemTxvevaSi, rode-
sac kompania awarmoebs teqnikurad rTul produqcias an misi sa-
saqonlo asortimenti Zalian farToa.
¾ sabazro. firmis savaWro personali specializdeba momxmare-
belTa konkretuli jgufebis an dargebis momsaxurebaze, risTvi-
sac iqmneba gasaRebis samsaxuris specialuri ganyofilebebi. sa-

311
 bazro struqturis upiratesobaa TavianTi klienturis moTxov-
nilebaTa kargi codna. ZiriTadi naklia momxmarebelTa terito-
riuli daqsaqsuloba, rac moiTxovs ZviradRirebul saqmian
mgzavrobebs (mivlinebebs).
¾ kompleqsuri. Tu firma yidis saqonlis farTo asortiments
momxmarebelTa sxvadasxva jgufebze da moqmedebs did geografi-
ul regionSi, misma menejerebma SeiZleba gamoiyenon gasaRebis sam-
saxuris struqturebis kombinaciebi (teritoriul-sasaqonlo, te-
ritoriul-sabazro, sasaqonlo-sabazro da sxv.). igulisxmeba,
rom savaWro warmomadgeneli angariSs abarebs erT an ramdenime
menejers asortimentisa da personalis mixedviT.

bazrebisa da ekonomikuri pirobebis cvlilebaTa kvalo-

baze firma-mimwodeblebma unda gadasinjon gasaRebis samsaxu-
rebis struqtura. britanuli aviakompaniis gamokvlevam aCvena,
rom misi gasaRebis samsaxuris saqmianoba gamoirCeoda sauke-
Teso SedegebiT gayidvebis B2C (`firma-momxmarebels~) Tval-
sazrisiT, magram mas meti yuradReba unda daeTmos B2B gayid-
vebisaTvis (`firma-firmas~). amitom aviakompaniam gazarda me-
nejerebis ricxvi `sakvanZo klientebis~ mixedviT, raTa yurad-
Rebis fokusireba moexdina klientebze, romlebsac moaqvT yve-
laze didi fasuloba kompaniisTvis.
firmis efeqtiani menejmenti gayidvebis sferoSi gulis-
xmobs gasaRebis samsaxuris saqmianobis efeqtian marTvas. sa-
vaWro personalis marTva moicavs misi TanamSromlebis daqi-
ravebis, SerCevis, swavlebis, saqmianobis Sefasebis, motivaciis
da kontrolis procesebs. gasaRebis samsaxuris personalis
marTvis ZiriTadi etapebi warmodgenilia 11.5 naxazze. moce-
mul problemasTan uSualo kavSirSia gayidvebis efeqtianobis
amaRleba, romelic damokidebulia sam umniSvnelovanes ele-
mentze: savaWro profesionalizmi, molaparakebaTa warmoeba
da partniorul urTierTobaTa menejmenti (nax. 11.6).

nax. 11.5. gasaRebis samsaxuris personalis marTva

312
nax. 11.6. gasaRebis samsaxuris menejmenti: efeqtianobis amaRleba
savaWro personalis swavlebis programebis umravlesoba
emyareba gayidvis procesis etapebs. gayidvis procesis Ziri-
Tadi etapebia:
1. perspetqiuli momxmareblebis moZebna da Sefaseba.
perspeqtiul momxmarebelTa identifikaciisaTvis fir-
mis TanamSromlebi aanalizeben informaciis sxvadasxva
wyaroebs (Jurnal-gazeTebi, dargobrivi monacemebi, mo-
nacemTa kompiuteruli bazebi); monawileoben savaWro
gamofenebze; arkveven aqtualur gamomyenebelTa azrs
saqonlisa da momsaxurebis Sesaxeb; muSaoba monacemebis
misaRebad mimwodeblebis, dilerebis, bankis muSakebisa-
gan; myidvelebisadmi zepiri da werilobiTi mimarTve-
bis Sedgena da gavrceleba; axali momxmareblebis mo-
Zebna telefonis, fostisa da internetis saSualebiT;
2. momzadeba kontraqtisaTvis. savaWro warmomadgene-
li kontraqtisaTvis momzadebis etapze monacemTa ba-
zisa da sxva wyaroebis gamoyenebiT agrovebs rac SeiZle-
ba met informacias potenciuri myidvelis Sesaxeb. amas-
Tan man unda moifiqros samomavlo garigebis dadebis
strategia;
3. kontaqti. savaWro warmomadgenelma unda icodes, ro-
gor miesalmos myidvels, raTa Tavidan daamyaros masTan
kargi urTierToba. an unda Caicvas ise, rogorc es miRe-
bulia mocemul regionSi, an erT stilSi klientTan, ga-
moiCinos Tavazianoba da yuradReba potenciuri momxma-
reblis mimarT da moiqces ise, rogorc esiamovneba Tana-
mosaubres. kontaqti unda daiwyos pozitiuri fraziT da
Semdeg koncentrireba moaxdinos sakvanZo sakiTxebis
ganxilvaze. savaWro warmomadgenelma yuradRebiT unda
mousminos myidvels da dausvas kiTxvebi ise, rom ukeT
gaigos misi moTxovnilebebi;
4. prezentacia da demonstrireba. savaWro warmomadge-
neli mousmens myidvels da yuradRebas amaxvilebs ara
idmenad saqonlis maxasiaTeblebze (saqonelze orien-
tacia), ramdenadac saqonlis sargeblianobasa da faseu-
lobaze (momxmarebelze orientacia). cnobilia prezen-

313
 taciis Catarebisadmi sami midgoma. maT Soris uZvelesia
standartuli midgoma, rodesac vaWrobis muSaki acnobs
myidvels savaWro miwodebis ZiriTad parametrebs. for-
mulirebis midgomis safuZvelia igive koncefcia, mag-
ram masSi igulisxmeba myidvelobiT moTxovnilebaTa gan-
sazRvrisa da kontraqtebis dadebis stilis aucileb-
loba, romlebic Semdeg gamoiyeneba gamyidvelis mier
momxmareblisadmi gansakuTrebuli midgomis formu-
lirebisaTvis. moTxovnilebaTa dakmayofilebaze
orientirebuli midgoma iwyeba myidvelis faqtiuri
moTxovnilebis gansazRvridan saubris dros, roca mas
aqezeben meti ilaparos, vidre moisminos. Semdeg savaWro
warmomadgeneli asrulebs konsultantis rols daexma-
reba myidvels misi problemebis gadawyvetasSi;
5. garigebis gaformeba. garigebis gaformebisaTvis ga-
moiyeneba sxvadasxva meTodikebi. savaWro warmomadge-
nels SeuZlia SekveTis gaformebis SeTavazeba, xelSek-
rulebis ZiriTadi muxlebis formulireba. garigebis
dadebisaTvis gasaRebis samsaxuris TanmSromels SeuZlia
myidvels SesTavazos miwodebis gansakuTrebuli piro-
bebi (ufro xelsayreli fasebi, miwodebis damatebiTi
moculoba mcire fasebiT da sxv.).
piradi gayidvebisa da molaparakebaTa warmoebis principebi
orientirebulia transaqciaze, e. i. mimarTulia myidvelTan
erTjeradi garigebis dadebaze. magram bevr SemTxvevaSi firma
dainteresebulia ara erTeul transaqciaze, aramed myidvel-
Tan grZelvadiani TanamSromlobis damyarebaSi da amitom mi-
iswrafvis aCvenos Tavisi unarianoba SekveTebis uzrunvel-
yofasa da momsaxurebaSi rac SeiZleba maRal doneze.
amJamad firmebis sul ufro meti ricxvi gadadis transaq-
ciuri marketingidan partniorul urTierTobaTa marke-
tingze. msxvili momxmareblebi xSirad globaluri firme-
bia, romlebic awvdian saqonels msoflio bazars da amjobi-
neben mimwodeblebs, romlebic:
1. saqonlis SeTanxmebul asortiments miawodeben da uz-
runvelyofen Tavisi produqciis momsaxurebas sxvada-
sxva geografiul regionSi;
2. swrafad wyveten warmoqmnil problemebs nebismier eko-
nomikur regionSi;

314
 3. mWidrod TanamSromloben SemkveTi firmis gundTan pro-
duqciis gaumjobesebisa da warmoebis efeqtianobis amaR-
lebis sakiTxebis gadawyvetaSi.
partniorul urTierTobaTa marketingis menejmentis prog-
ramis jerovani Sesruleba gulisxmobs, rom firma ara nakleb
yuradRebas aqcevs momxmareblebTan urTierTmoqmedebas, vid-
re Tavisi biznesis problemebs. amave dros angariSi unda gaewios
imas, rom partniorul urTierTobaTa marketingi ar aris uni-
versaluri da efeqtiani yvela situaciaSi. firmam TviTon
unda gansazRvros, bazris romel segemntSi da romel kon-
kretul momxmareblebTan ganaviTaros partnioruli urTi-
erTobebi.
saqonlis momxmareblamde (myidvelebamde) dayvanis pro-
cesi tradiciulad cnobilia fizikuri (materialuri) gav-
rcelebis (gadaadgilebis, saqonelmoZraobis) saxelwodebiT,
romlis sawyisi punqti produqtis mwarmoebeli sawarmo-mim-
wodebeli firmis menejmentis funqciebSi moiazreba sawyo-
bebisa (Senaxvis adgilebis) da gadazidvis saSualebebis Ser-
Ceva, romelTa daxmarebiT saqoneli iqneba mitanili daniSnu-
lebis bolo punqtamde saWiro dros da rac SeiZleba naklebi
danaxarjebiT. arc ise didi xnis winaT fizikuri gavrcelebis
Sinaarsi gafarTovda miwodebis jaWvis marTvis koncefciamde.
aseTi marTva iwyeba adre, vidre materialuri gavrceleba, da
gulisxmobs saqonlis mwarmoeblis yvela aucilebeliT (ned-
leuliT, masalebi, nawarmi dakompleqtebisTvis, ZiriTadi mow-
yobiloba) uzrunvelyofas (momaragebas), sakuTriv produq-
ciis damzadebis process da mis gavrcelebas daniSnulebis
punqtebis mixedviT. arsebobs kidev ufro farTo midgoma, rom-
lis momxreebi mouwodeben menejerebs ar SeizRudon Tavisi
firmis farglebiT, da gulmodgined Seiswavlon mimwodeble-
bis momaragebisa da warmoebis procesi. miwodebis jaWvis Tval-
sazrisiT mwarmoebelma firmam unda gansazRvros Tavisi sau-
keTeso mimwodeblebi da distributorebi da aRmouCinos maT
daxmareba mwarmoeblurobis gazrdaSi, rac saboloo jamSi
mas miscems SesaZleblobas miaRwios sakuTari xarjebis Sem-
cirebas.
miwodebis jaWvis koncefciaSi bazari ganixileba mxolod
rogorc saqonelmoZraobis bolo punqtebi, rac ar aris mar-
Tebuli. rogorc cnobilia arsebobs agreTve cneba `faseu-
lobis Seqmnis qseli~, da es qseli moicavs mimwodeblebs da
maT mimwodeblebs da agreTve maT uSualo da saboloo kli-

315
entebs. ufro efeqtianad miCneulia midgoma, romlis Sesaba-
misad firmam (misma marketingis samsaxurma) unda gamoikvlios
bazris moTxovnilebebi, xolo Semdeg Camoayalibos miwode-
bis jaWvi (daiwyos bolodan). mocemuli midgoma aris marke-
tinguli logistika, romelic moicavs materialuri nakade-
bis (masalebisa da mza produqciis) dagegmvasa da kontrols
(dawyebuli warmoSobis punqtebidan da damTavrebuli daniS-
nulebis punqtebiT) myidvelTa moTxovnilebebis dakmayofi-
lebis mizniT. marketinguli logistika niSnavs moTxovnis
(myidvelobiTunariani moTxovnilebis) jaWvis Seswavlas.
marketinguli logistikis winaSe mdgari amocanebi moiT-
xoven integrirebuli logistikuri sistemebis gamoyenebas,
romlebic moicaven masalebis miwodebis marTvas, materia-
luri nakadebis sistemebs da fizikur gavrcelebas informa-
ciuli teqnologiebis mxardaWeris pirobebSi. msgavsi siste-
mebis damuSavebaSi xSirad monawileoben damoukidebeli mim-
wodeblebi. magaliTad, cnobilma saavtomobilo kompania Volvo-
om Fedex-Tan TanamSromlobiT aaSena sawyobi detalebis sruli
maragiT satvirTo manqanebisaTvis. dilers, romelsac sWir-
deba esa Tu is detali, SeuZlia nebismier dros darekos ufa-
so nomriT centralur sawyobSi, da imave dRes detali gaig-
zavneba uaxloes aeroportSi, ofisis misamarTze an pirdapir
teqmomsaxurebis sadgurSi.
marketinguli logistika moicavs saqmianobis ramdenime
saxeobas. es aris gayidvebis prognozireba, romlis bazaze
firma gansazRvravs gavrcelebis, warmoebis da materialuri
maragis doneebs. sawarmoo gegmebSi naCvenebia, rogori masa-
lebi unda SeukveTos Sesyidvebis ganyofilebam. masalebi Se-
sabamisi transportiT miewodeba mimReb zonas da Camoitvir-
Teba nedleulis sawyobSi. mogvianebiT nedleulidan da masa-
lebidan mzaddeba saboloo produqti. mza produqtis maragi
aris makavSirebeli rgoli klientebis (momxmareblebis) Sek-
veTebsa da mwarmoeblis saqmianobas Soris. klientisagan Sek-
veTis miReba iwvevs saboloo produqtebis maragis donis Sem-
cirebas, xolo sawarmoo saqmianobis zrdas. mza saqoneli Sei-
fuTeba da igzavneba qarxnis (fabrikis) sawyobSi, sadac amzade-
ben gasagzavnad. Semdeg xorcieldeba sakuTriv gagzavna, sa-
qonlis miwodeba klientebisaTvis da Tanmxlebi momsaxureba.
marketingul logistikaze danaxarjebis done (xSirad mza
produqciis TviTRirebulebis 30-40%) ar SeiZleba ar awyobdes
firmis xelmZRvanelobas. erT mxolod kvebis mrewvelobaSi

316
marketinguli logistikis sistemebis srulyofas SeuZlia
firmebis wliuri danaxarjebis Semcireba 10%-iT anu 30 mlrd
amerikuli dolari. rezervebi ki uzarmazaria, vinaidan fab-
rikidan supermarketSi Cveulebrivi yuTis simindis burbu-
SelaTi miwodeba ikavebs 104 dRes eqspertebi marketingul
logistikas miiCneven danaxarjebis ekonomiis ukanasknel mij-
nad.1 rac ufro naklebia danaxarjebi logistikaze, miT ufro
naklebi fasebi SeiZleba dawesdes maRaziebSi an miRebul iq-
nes meti mogeba, man is da meore erTad. mainc, miuxedavad didi
danaxarjebisa, kargad organizebuli marketinguli logistika
konkretuli marketingis mZlavri saSualebaa. sTavazobs ra
servisis maRal dones, aCqarebs ra saqonlis mimoqcevas an am-
cirebs fass, firma izidavs damatebiT myidvelebs. Tu marke-
tinguli logistika ar asrulebs Tavis daniSnulebas, firma
droulad ver awvdis saqonels momxmareblebs, igi gardauva-
lad kargavs maT. magaliTad, odak-ma dauSva didi Secdoma,
roca gaSala saerTo amerikuli sareklamo kampania Tavisi
fotoaparatebis manam, sanam maTi aucilebeli raodenoba iyo
mitanili maRaziaSi. gaiges ra, rom ar iyo gasayidad kodakis
fotoaparatebi, myidvelebma SeiZines konkurentebis pro-
duqcia.
bevri firma Semdegnairad ayalibebs marketinguli logis-
tikis mizans: `miwodeba saWiro adgilas saWiro dros, rac SeiZ-
leba naklebi danaxarjebiT~. aseTi formulireba ver iZleva
SesaZleblobas ganisazRvros firmis saqmianobis praqtikuli
mimarTuleba. marketinguli logistikis arc erT sistemas ar
SeuZlia uzrunvelyos erTdroulad myidvelTa momsaxurebis
srulyofa da saqonelmoZraobis danaxarjebis minimizacia.
servisis gaumjobeseba moiTxovs sakmarisi sasaqonlo maragisa
da sawyobebis arsebobas, damatebiT danaxarjebs transporti-
rebaze, rac garduvalad iwvevs danaxarjebis gadidebas logis-
tikaSi. amrigad, marketingul logistikaSi gadawyvetilebebi
unda iqnes miRebuli mTlianad miwodebis jaWvis funqcioni-
rebidan gamomdinare. amosavali wertili marketinguli logis-
tikis damuSavebaSi aris momxmarebelTa moTxovnilebisa da
konkurentTa miwodebebis Seswavla. momxmarebelTa mzadyofna-
Si eleqtronuli miwodebebisadmi, akuratul damokidebule-
baSi produqciasTan gadazidvisas, defeqtiani nawarmis swra-
fad SecvlaSi. Semdeg firmam unda gaiTvaliswinos SesaTava-

1
Котлер Ф., dasax. wigni, gv. 382.
317
zebeli servisis yvela Semadgenlis SefardebiTi mniSvneloba.
agreTve gasaTvaliswinebelia servisis donec, romelsac gaswe-
ven konkurentebi, raTa aranaklebi servisis garantia mieces
klientebs.
marketingul logistikaSi miiReba oTxi ZiriTadi tipis
gadawyvetileba:
1. SekveTebis damuSavebis Sesaxeb (rogor unda damuSav-
des SekveTebi);
2. sawyobis Sesaxeb (sad Seinaxos saqoneli);
3. maragis moculobis Sesaxeb (ra raodenobis saqoneli un-
da iqnes Senaxuli);
4. transportirebis Sesaxeb (rogor moxdes saqonlis mi-
wodeba).
marketinguli logistikis sistemis SerCevisas aucilebe-
lia ganxilul iqnes sxvadasxva sistemis saerTo danaxarjebi
da SerCeul iqnes maT Soris is sistema, romlis drosac miiRwe-
va minimaluri xarjebi. Tu danaxarjebis sididis gazomva Zne-
lia, firmam unda SeZlos Tanxis minimizireba an optimizire-
ba servisis optimaluri donis uzrunvelsayofad.

daskvnebi

1. mwarmoebeli firmebis umravlesoba produqcias ar awvdis

uSualod saboloo momxmareblebs, aramed mimarTavs Sua-
mavlebis momsaxurebas. es gamowveulia imiT, rom mimwodeb-
lebi (mwarmoeblebi) Tavisufldebian maTTvis aradamaxasia-
Tebeli (gasaRebis) funqciebisagan, rac zrdis maTi saqmia-
nobis efeqtianobas. gasaRebis funqciebs kisruloben marke-
tinguli Suamavlebi.
2. kompaniebi mimarTaven Suamavlebs (sabiTumo da sacalo vaW-
robis organizaciebi, brokerebi da sxv.), rodesac ganicdian
fuladi saxsrebis ukmarisobas pirdapiri marketingis gansa-
xorcieleblad.
3. marketinguli arxebisaTvis damaxasiaTebelia sami mimarTu-
leba: vertikaluri marketinguli sistemebi, horizontalu-
ri marketinguli sistemebi da mravalarxiani marketinguli
sistemebi.
4. kompania TviTon wyvets, rogori SeTanxmebebi dados mar-
ketinguli arxebis monawileebTan, magram amasTan man unda
daicvas gansazRvruli iuridiuli da eTikuri normebi.

318
5. sacalo vaWroba moicavs saqmianobis yvela saxes, romlebic
dakavSirebulia saqonlis (momsaxurebis) realizaciasTan
uSualod saboloo momxmareblebze piradi, arakomerciuli
gamoyenebisaTvis. saqonlis udidesi nawili iyideba maRa-
ziebSi, magram izrdeba maRaziis gareSe gayidvebis (piradi
gayidvebi, piradi marketingi, vaWroba avtomatebis meSveo-
biT da sxv.) moculoba.
6. saqonlis gavrcelebis marketingul arxebSi didia sabiTumo
vaWrobis roli. mwarmoeblebi mimarTaven mebiTumeebs, rom-
lebsac SeuZliaT ufro efeqtianad da iafad saqonlis win
waweva (transportireba, dafinanseba, informaciuli uz-
runvelyofa, marketinguli konsultacia da sxv.).
7. saqonlisa da momsaxurebis mwarmoebelma kompaniebma unda
gamoiyenon logistika, e. i. produqciis Senaxvisa da misi
gayidvisa da moxmarebis adgilebamde miwodebis yvelaze
saukeTeso wesi; mimwodeblebis, Semsyidveli agentebis,
mwarmoeblebis, marketingis specialistebis, marketinguli
arxebis monawileebis da myidvelebis moqmedebebis koordi-
nireba. logistikis efeqtianoba bevrad ganisazRvreba Ta-
namedrove teqnologiebis gamoyenebiT.

319
 Tavi 12. faseulobis win waweva

12.1. marketinguli komunikaciebis

damuSaveba da marTva

Tanamedrove marketingis amocanebi ar izRudeba xarisxiani

saqonlis damuSavebiT, mimzidveli fasebis dawesebiTa da sa-
qonlis gavrcelebiT savaWro wertebis mixedviT. kompaniebma
mumdivad unda iTanamSromlon arsebul da potenciur dain-
teresebul jgufebTan da sazogadoebriobasTan. kompaniaTa
umravlesoba komunikaciebis problemaSi upiratesobas aniWebs
saWiro informaciis miwodebis aucileblobas, vis miewodos
da ra sixSiriT. marketinguli komunikaciebi kompaniebs aZle-
ven gacilebiT meti fulis miRebis SesaZleblobas, vidre maTze
ixarjeba. marketinguli komunikaciebi is saSualebebia, ro-
melTa daxmarebiT kompaniebi cdiloben pirdapir da arapirda-
pir momxmarebelTa informirebas, darwmunebasa da Sexsenebas
TavianTi saqonlisa da savaWro markebis Sesaxeb. marketinguli
komunikaciebi iTvleba agreTve saSualebad momxmareblebTan
dialogisa da urTierTobaTa mowesrigebisaTvis.
momxmareblebisTvis marketinguli komunikaciebi asrule-
ben mTel rig funqciebs. maTi daxmarebiT SeiZleba miewodos
informacia an moxdes Cveneba, risTvisaa gankuTvnili da ro-
gor gamoiyeneba saqoneli, sad da rodis gamoiyeneba igi; mom-
xmareblebs SeuZliaT gaigon saqonlis mwarmoebelze da imis
Sesaxeb, ras warmoadgens kompania da savaWro marka; sacdeli
yidvisa da saqonlis gamoyenebisaTvis momxmareblebs (myid-
velebs) SeuZliaT miiRon gasamrjelo. marketinguli komuni-
kaciebi kompaniebs aZlevs SesaZleblobas maTi savaWro mar-
kebis asocireba moxdes sxva adamianebTan, adgilebTan, movle-
nebTan, brendebTan, STabeWdilebebTan, grZnobebTan da sag-
nebTan. maT (komunikaciebs) SeuZliaT xeli Seuwyon samarko
kapitalis zrdas savaWro markis poziciebis ganmtkicebis
gziT momxmarebelTa mexsierebasa da misi imijis SeqmnaSi.
reklama xSirad ikavebs centralur adgils marketingu-
li komunikaciebis programaSi, magram samarko kapitalis for-
mirebis TvalsazrisiT es ara erTaderTi da ara yvelaze mniS-
vnelovani instrumenticaa. marketinguli komunikaciebis
kompleqsi moicavs eqvss ZiriTad instruments:

320
 ¾ reklama cnobili SemkveTis mier ideis, saqonlisa an mom-
saxurebis arapiradi wardgenisa da win wawevis nebismieri
anazRaurebadi formaa;
¾ gasaRebis stimulireba mravalferovani moklevadia-
ni wamqezebeli xerxebi (wesebi), romlebic mowodebulia
daaCqaros an gazardos saqonlis an momsaxurebis SeZe-
na;
¾ sponsoroba kompaniis mier dasafinansebeli RonisZie-
bebi da programebi, romelTa mizania savaWro markasTan
momxmarebelTa yoveldRiuri an specialuri kontaqte-
bis Seqmna;
¾ sazogadoebriobasTan kavSiri (pabliq rileiSnz, PR)
mravalferovani programebi, romelTa mizania kompaniis
imijis an misi calkeuli saqonlis win waweva an dacva.
¾ pirdapiri marketingi fostis, telefonis, faqsis, in-
ternetis gamoyenebaa potenciuri momxmareblebis (myid-
velebis) mizidvis an maTTvis saqonlisa da momsaxure-
bis wardgenis (prezentaciis) mizniT marketinguli Su-
amavlebis monawileobis gareSe;
¾ piradi gayidvebi erT an ramdenime potenciur myidve-
lebTan uSualo urTierTmoqmedeba prezentaciebis Cata-
rebis, kiTxvebze pasuxebisa da SekveTebis miRebis mizniT.
marketinguli komunikaciebis mravalferovani saxeebi war-
modgenilia, 12.1 cxrilSi. amasTan kompaniebis mier gansaxor-
cielebeli komunikaciebi cxrilSi warmodgenili saxeebiT ar
Semoifargleba. saqonlis garegani saxe da misi fasi, SefuTvis
forma da feri, savaWro warmomadgenlebis manera da gareg-
nuli Sesaxedaoba, maRaziis interieri da sakancelario niv-
Tebic ki _ yvela eseni Seicaven gansazRvrul informacias
myidvelebisaTvis. TiToeuli kontaqti savaWro markiT ganamt-
kicebs an cvlis klientis (momxmareblis) STabeWdilebas kom-
paniis Sesaxeb.
marketinguli komunikaciebis gavlena samarko kapitalis
gazrdaze mimdinareobs sxvadasxva saSualebebiT; savaWro mar-
kis Sesaxeb Setyobinebis (cnobebis), momxmarebelTa mexsiere-
baSi markasTan sasurveli asociaciebis formirebis, markis
Sesaxeb pozitiuri gansjis stimulirebis an momxmareblebsa
da markas Soris mtkice kavSirebis mowesrigebis gziT. magram
marketinguli komunikaciebi unda iyos integrirebuli, rom
SeTanxmebulad damyardes mWidro urTeirToba momxmareb-
lebTan da uzrunvelyofil iqnes strategiuli pozicireba.
321
322
323
amosavali wertili marketinguli komunikaciebis dagegmvaSi
aris yvela potenciuri urTierTmoqmedebis auditi, romleb-
sac SeiZleba yavdes savaWro markasTan da kompaniasTan mimar-
TebaSi miznobrivi bazris warmomadgenlebi. magaliTad, kom-
piuteris yidvis gadawyvetilebis miRebisas, myidveli ganixi-
lavs mis maxasiaTeblebs nacnobebTan, uyurebs satelevizio
reklamas, ecnoba Jurnal-gazeTebs, eZebs informacias inter-
netSi da aTvalierebs kompiuterebs maRaziebSi. kompaniis mar-
ketingis samsaxurma unda Seafasos, romeli maxasiaTebeli
yvelaze metad zemoqmedebs myidvelze yidvis procesis sxva-
dasxva stadiaze, rac miscems kompanias SesaZleblobas ufro
efeqtianad gaanawilos komunikaciebze gamoyofili saSua-
lebebi.

nax. 12.1. marketinguli komunikaciebis integracia rogorc samarko

kapitalis formirebis saSualeba

kompaniebs SeuZliaT Seafason marketinguli komunikaciebi

maTi unarianobiT samarko kapitalis formirebasa da gayidve-
bis xelSewyobasTan dakavSirebiT. pasuxebi unda gaeces Semdeg
kiTxvebs: ramdenad Seuwyobs xels sareklamo kampania cnoba-
dobas markis Sesaxeb an samarko asociaciebis Seqmnas, Senar-
Cunebasa da ganmtkicebas? gamoiwvevs Tu ara kompaniis spon-
soruli saqmianoba momxmareblebSi sasurvel azrsa da grZno-
bas markis miმართ? gasaRebis stimulireba ramdenad waaqezebs
momxareblebs gazardon yidvebis moculoba? rogori fasis
damateba SeiZleba dawesdes?

324
 samarko kapitalis formirebis TvalsazrisiT kompaniis
marketingis samsaxurma unda Seafasos komunikaciis yvela
SesaZlo varianti efeqtianobis (ramdenad kargad moqmedebs
komunikacia), agreTve ekonomikuri mizanSewonilobis (ramdeni
Rirs) mosazrebaTa mixedviT. markis Sesaxeb cnobadoba damo-
kidebulia masTan dakavSirebuli kontaqtebis ricxvze da mom-
xmareblis mier dagrovil gamocdilebaze. magaliTad, spon-
soroba uzrunvelyofs gansakuTrebul faseulobas markis
cnobadobis TvalsazrisiT. ramdenadac samarko asociaciebi,
reaqciebi da markasTan urTierTobebi SeiZleba Seiqmnan sxva-
dasxva saSualebebiT, marketinguli komunikaciebis yvela Se-
saZlo varianti ganxilul unda iqnes savaWro markis sasur-
veli imijis Seqmnisa da masze codnaTa gaTvaliswinebiT.
efeqtiani komunikaciebis damuSaveba moicavs rva etaps,
romlebic warmodgenilia 12.2 naxazze.

nax. 12.2. efeqtiani komunikaciis damuSavebis etapebi

aRniSnuli etapebidan ufro safuZvlianad miCneulia: miz-

nobrivi auditoris gansazRvra, komunikaciis miznebis dasaxva,
Setyobinebis damuSaveba, komunikaciis arxebis arCeva da biu-
jetis sididis gansazRvra.
miznobrivi auditoris gansazRvra warmoadgens komuni-
kaciebis damuSavebis sawyis process, romelSic moiazreba
miznobrivi auditoriis Sesaxeb zusti warmodgenis formire-
ba; miznobrivi auditoria SeiZleba Sedgebodes kompaniis

325
produqciis potenciuri myidvelebis, arsebuli gamomyeneb-
lebis, pirebisagan, romlebic Rebuloben gadawyvetilebas
yidvis Sesaxeb an gavlenas axdenen am gadawyvetilebaze, amas-
Tan eseni SeiZleba iyvnen individebi, jgufebi, socialuri fe-
nebi an mTlianad sazogadoeba. miznobrivi auditoria poten-
ciurad SeiZleba ganisazRvros iseve, rogorc ganisazRvreba
bazris nebismieri segmenti (ix. Tavi 7). mizanSewonilad miCneu-
lia ganisazRvros miznobrivi auditoria moxmarebisa da loi-
alurobis intensivobis TvalsazrisiT. aris Tu ara miznobri-
vi momxmarebeli axalbeda sasaqonlo kategoriaSi an regula-
rulad iZens mocemul produqts? loialuria Tu ara igi kom-
paniis markis mimarT, loialuria konkurentis mimarT an peri-
odulad gadaerTveba markidan markaze? Tu igi kompaniis mar-
kis gamomyenebelia, maSin rogori moculobiT iZens igi saqo-
nels? komunikaciis strategiis Taviseburebebi damokidebu-
li iqneba moxmarebisa da loialurobis Taviseburebebze. miz-
nobrivi auditoriis profilis Seqmnisa da misi ufro Rrma ga-
gebisaTvis SesaZlebelia Catardes imijis analizi.
miznobrivi momxmareblebis (myidvelebis) kompaniis, misi
saqonlisa da konkurentebis Sesaxeb warmodgenaTa (imijis) Se-
faseba auditoriis analizis mniSvnelovani nawilia. imiji
adamianis warmodgenaTa, ideaTa da STabeWdilebaTa erTob-
liobaa ama Tu im obieqtis Sesaxeb, romlebic mniSvnelovanwi-
lad gansazRvravs momxmareblis ganwyobas da mis moqmedebas
obieqtis mimarT. analizi gulisxmobs miznobrivi auditoriis
codnis Sefasebas sagnis Sesaxeb, romelic xorcieldeba res-
podentebis cnobadobis xarisxis mixedviT. Tu respodentebis
umravlesoba kompaniis saqonlis mimarT ganwyobilia uaryo-
fiTad, rogorc wesi, man unda gadalaxos uaryofiTi imijis
problema. amisaTvis aucilebelia kompania kargad gaerkves
problemis arsSi. magaliTad, respodentebs dausves SekiTxvebi
maTi cnobadobis da urTierTobis Sesaxeb oTxi adgilobrivi
saavadmyofos (a, b g, d) mimarT. gamokiTxvis Sedegebi asaxulia
12.3 naxazze.
a saavadmyofos gaaCnia yvelaze pozitiuri imiji: gamokiT-
xulTa umravlesobam icis da uyvars igi. b saavadmyofo ar sar-
geblobs gansakuTrebuli cnobadobiT (saxelganTqmulobiT),
magram isini, vinc gacnobilia masTan, masze ganwyobilni ari-
an dadebiTad. gamokiTxvis monawileni, romlebmac ician g sa-
vadmyofos Sesaxeb, masze ganwyobilni arian negatiurad (sabed-
nierod maTi ricxvi didi ar aris), xolo d saavadmyofo cudi

326
saavadmyofoa, romlis Sesaxeb icis yvelam da TiToeulma.
TiToeul saavadmyofos gaaCnia Tavisi komunikaciuri amoca-
nebi. a saavadmyofom unda SeinarCunos Tavisi kargi reputacia
da cnobadobis maRali done. b saavadmyofosaTvis aucilebelia
ufro farTo auditoriis yuradRebis mipyroba. g saavadmyo-
fos xelmZRvanelobam unda gaanalizos, ratom ar sargeblobs
igi popularobiT, da gaataros saTanado donisZiebebi momsa-
xurebis xarisxis gaumjobesebisaTvis. d saavadmyofo garkveu-
li dro unda `darCes CrdilSi~, am droSi man unda miaRwios
momsaxurebis xarisxis donis amaRlebas, romlis Semdeg mTeli
Zalisxmeva unda warmarTos auditoriis yuradRebis mopove-
baze.

nax. 12.3. cnobadoba _ keTilganwyobis analizi

gamoyofen komunikaciis oTx SesaZlo mizans:

¾ moTxovnileba sasaqonlo kategoriaSi _ produqtis
an momsaxurebis sasaqonlo kategoriis damtkiceba ro-
gorc aucilebloba asaTvisebel Seusabamobisa mimdi-
nare motivaciur mdgomareobasa da sasurvel emociur
mdgomareobas Soris likvidaciis an dakmayofilebisaT-
vis. kardinalurad axali produqti, iseTi rogoricaa
eleqtroavtomobili, yovelTvis iwyeba sasaqonlo kate-
goriaSi moTxovnilebis damtkicebis komunikaciuri miz-
niT;
¾ cnobadoba savaWro markis Sesaxeb _ markis identi-
ficirebis unarianoba mocemul kategoriaSi, amasTan
wvrilmanebSi, romlebic sakmarisia yidvis ganxorcie-
lebisaTvis. savaWro markis gaxsenebas (mogonebas) aqvs
mniSvneloba maRaziebis farglebs gareT; markis cnoba-
doba mniSvnelovani faqtoria maRaziebis SigniT., cno-
badoba savaWro markis Sesaxeb uzrunvelyofs funda-
ments samarko kapitalis formirebisaTvis;

327
 ¾ damokidebuleba savaWro markis mimarT _ esaa savaW-
ro markis Sefaseba mocemul momentSi aqtualuri moT-
xovnilebis dakmayofilebis uinarianobis TvalsazrisiT.
aqtualuri moTxovnilebebi markaze SeiZleba uaryofi-
Tad iqnes orientirebuli (problemis aRmofxvra, prob-
lemidan Tavis arideba, arasruli dakmayofileba. mara-
gis gamoleva) an dadebiTad orientirebuli (sensoruli
dakmayofileba, inteleqtualuri stimuli an sazogado-
ebrivi mowoneba). sayofacxovrebo qimiis produqtebi
xSirad gamoiyeneba problemis gadasawyvetad, xolo kve-
bis produqtebisaTvis xSirad gamoiyeneba sensoruli-
orientirebuli reklama, romelic emsaxureba saWmlis
madianobas;
¾ ganzraxva Sesruldes yidva _ momxmareblis (myidve-
lis) gadawyvetileba SeiZinos samarko saqoneli an gana-
xorcielos yidvasTan dakavSirebuli moqmedebebi. mas-
timulebeli yidvis SeTavazebebi, iseTebi rogoricaa
daTmobis kuponebi anu gayidva saqonlis ori erTeulis
erTis fasad, aqezebs momxmareblebs miiRon yidvis Ses-
rulebis gadawyvetileba. magram momxmarebelTa mniS-
vnelovan nawils ara aqvs sasaqonlo kategoriaSi gamo-
xatuli moTxovnileba da arc miuRia saTanado informa-
cia (reklama), rac amcirebs maTSi ganzraxvis formire-
bis albaTobas.
Setyobinebis damuSaveba da Setyobinebis (cnobebis) Seq-
mnis procesi masze sasurveli reaqciis misaRwevad gulis-
xmobs pasuxebis gacemas sam kiTxvaze: ra iTqvas (Setyobinebis
strategia), es rogor iTqvas (SemoqmedebiTi strategia) da es
vin unda Tqvas (Setyobinebis wyaro). Setyobinebis strategi-
aSi moiazreba Setyobinebis saukeTeso Sinaarsis gansazRvra.
kompaniis marketingis samsaxuri arCevs mowodebas, Temas, an
ideas, romlebic dakavSirebulia savaWro markis pozicire-
basTan da exmarebian dadgindes misi msgavsebis wertilebi da
markis gansxvavebis wertilebi. erT-erTi maTgani SeiZleba
pirdapir miekuTvnos saqonlis an momsaxurebis saeqspluata-
cio maxasiaTeblebs (markis xarisxi ekonomiuroba an faseu-
loba), xolo meore SeiZleba ar iyos dakavSirebuli uSualod
saqonelTan (moxsenieba imis Taobaze, rom marka Tanamedrovea,
popularulia an mdidaria tradiciebiT). SemoqmedebiTi
strategia komunikaciis efeqtianobis sawindaria; misi efeq-
tianoba ki damokidebulia Setyobinebis gamoxatvis formaze,

328
agreTve mis Sinaarsze. araefeqtiani komunikacia SeiZleba
niSnavdes, rom an iyos gamoyenebuli araswori Setyobineba, an
swori Setyobineba cudad iyo gamoxatuli. SemoqmedebiTi
(kreatiuli) strategiebis cnebaSi moiazreba is, marketerebi
(marketingis specialistebi) romlebic aZleven specifikur
komunikaciur formas TavianT Setyobinebebs. SemoqmedebiT
strategiebs yofen gamosayenebel `informaciul~ miwodebe-
bad an "transofrmaciul" mowodebebad.
informaciuli mowodebebi aviTareben saqonlis an momsa-
xurebis maxasiaTeblebis Temas an sargebels. esaa sareklamo
gancxadebebi, romlebic gansakuTrebulad aRniSnaven prob-
lemis gadawyvtas (`Excedrin~ swrafad gaganTavisuflebT Tavis
tkivilisgan), saqonlis demonstrirebas (`Thompson Water Seal~
icavs wvimisgan, Tovlisa da sicivisgan), saqonlis Sedarebi-
Tobas (`Verizon~ ufro xarisxiani misawvdomoba internetTan,
vidre `Comsat~), agreTve rekomendaciebis wardgenas ucnobi an
cnobili adamianebis pirisgan (`varskvlavi~ NBA lebron jeim-
si monawileobs Coca-Cola da Nike-is reklamaSi). informaciuli
mowodebebi, rogorc wesi, gulisxmoben komunikaciis umaRles
doneze racionalur damuSavebas momxmareblis mxridan. mTa-
vari roli am mxriv ganekuTvneba logikasa da jansaR azrs.
transformaciul mowodebebisas iyeneben sargebels an sa-
xes (imijs), romlebic ar arian dakavSirebuli saqonelTan.
aseTma reklamam SeiZleba asaxos adamianTa tipebi, romlebic
iyeneben markas (VW mimarTavs aqtiur, axalgazrda adamianebs
kompaniaSi `Drivers Vandet~ _ `gvesaWiroebian mZRolebi), an ga-
mocdileba, romelic iqneba markis gamoyenebis Sedegi. tran-
sformaciuli mimarTvebi xSirad gamoiyeneba emociebis aR-
ZvrisTvis, romlebsac ZaluZT yidvis motivireba.
komunikaciis arxebis arCeva SetyobinebaTa gadasacemad
sul ufro xdeba rTuli, ramdenadac komunikaciis arxebi xde-
bian sul ufro fragmentuli da informaciiT gajerebuli.
farmacevtul dargSi xdeba komunikaciis arxebis gafarToeba
JurnalebSi gancxadebebis, misamarTze dagzavnis (audio da
videokasetebis CaTvliT), ufaso nimuSebis gavrcelebis, te-
lemarketingis gamoyenebiT. farmacevtuli kompaniebi atare-
ben samedicino konferenciebs: zogierT SemTxvevaSi mowveu-
li eqimebi ismenen wamyvani specialistebis moxsenebebs, rom-
lebic ewevian gansazRvruli wamlebis reklamas, xolo Semdeg
midian sasporto moedanze (golfis an CogburTis), agreTve
ewyoba telekonferenciebi eqspertebTan erTad. savaWro war-
329
momadgenlebi awyoben sadilebs an vaxSams eqimTa mcire jgu-
febisaTvis. yvela es RonisZieba mimarTulia iqiTken, rom
eqimma upiratesoba mianiWos gansazRvrul farmacevtul mar-
kas. farmacevtuli kompaniebi agreTve iyeneben eqimebis moc-
vis axal teqnologiebs: portatuli kompiuterebi, onlainu-
ri samsaxurebi, videokonferenciebi.
marketingis mkvlevarebi (marketologebi) gamoyofen komu-
nikaciis arxebis or tips: pirad da arapirad tipebs. TiToeu-
li tipi, Tavis mxriv, iyofa mravalsaxeobaTa did ricxvze. ko-
munikaciis pirad arxebSi moiazreba urTierToba or an met
adamianebs Soris, amasTan urTierToba SeiZleba mimdinareob-
des dialogis, erTi adamianis auditoriisadmi mimarTvis, sa-
telefono saubris, eleqtronuli fostiT, informaciis gac-
vlis da a. S. formiT. komunikaciis piradi arxebis efeqtiano-
ba ganisazRvreba prezentaciisa da ukukavSiris individualo-
biT. piradi arxebi iyofa propagandistul, eqspertul da so-
cialur arxebad. propagandistul arxebs iyeneben kompaniis
savaWro warmomadgenlebi, romlebic ukavSirdebian miznobri-
vi auditoriis warmomadgenlebs. eqspertul arxebs qmnian
damoukidebeli eqspertebi, romlebic akeTeben gancxadebebs
miznobrivi auditoriis warmomadgenlebisaTvis. socialur
arxebad iTvlebian mezoblebi, megobrebi, naTesavebi da ko-
legebi, romlebic urTierToben miznobrivi auditoriis war-
momadgenlebTan. evropis 7 qveyanaSi 7 aTasi momxmareblis ga-
mokiTxvisas gamokiTxulTa 60%-ma ganacxades, rom maT gadaw-
yvetilebaze eyidaT saqonlis axali marka gavlena moaxdines
naTesavebma an megobrebma. komunikaciis arapiradi arxebi
mimarTulia erTze ufro met adamianze. maT ganekuTvneba: in-
formaciis saSualebebi, gasaRebis stimulireba, sponsoroba
da kavSirebi sazogadoebasTan:
¾ informaciis saSualebebi moicaven nabeWd saSuale-
bebs (gazeTebi da Jurnalebi), mauwyeblobiT saSuale-
bebs (radio da televizia), fiWvuri saSualebebi (tele-
foni, sakabelo televizia, umavTulo kavSiri), eleq-
tronuli saSualebebi (audio da videokasetebi, video-
diskebi, kompaqt-diskebi, Web-saitebi) da gare reklama
(fasebi, firniSebi, posterebi). arapirad SetyobinebaTa
umravlesoba gadaicema informaciis fasiani saSualebe-
biT;
¾ gasaRebis stimulireba moicavs momxmarebelTa stimu-
lirebas (ufaso nimuSebis, kuponebis, saCuqrebis daxma-

330
 rebiT), movaWreTa stimulireba (maRaziebSi reklamisa
da eqspoziciebis daxmarebiT, da saqmiani partniorebisa
(biznesmenebisa) da savaWro warmomadgenlebis stimuli-
reba (konkursebis daxmarebiT);
¾ sponsoroba moicavs monawileobas sportul Sejibre-
bebSi, garTobebisa da qvelmoqmdebis RonisZiebebSi, ag-
reTve naklebad formalur saqmianobas, romelic mimar-
Tulia markis kontaqtebis mowesrigebaze momxmareb-
lebTan;
¾ kavSirebi sazogadoebriobasTan moicaven komunika-
ciebs, romlebic mimarTulia kompaniis TanamSromlebsa
an momxmareblebze, sxva kompaniebze (firmebze), saxel-
mwifo organoebsa da informaciis saSualebebze.
ukanasknel wlebSi arapiradi arxebis popularobis zrda
umTavresad dakavSirebulia sponsorobasTan. mravalferovan
RonisZiebaTa organizebiTa da dafinansebiT, kompanias SeuZ-
lia Seuqmnas Tavis markas Sesabamisi imiji. sponsoruli marke-
tingis specialistebi, romlebic adre upiratesobas aniWeben
sportul RonisZiebebs, dRes aqtiurad iyeneben RonisZiebe-
bis dafinansebis samxatvro galereaSi, zooparkSi da sxv. maga-
liTad, IBM afinansebs simfoniuri koncertebsa da samxatvro
gamofenebs, Visa olimpiuri TamaSebis aqtiuri sponsoria, Per-
rier afinansebs sxvadasxva sportul Sejibrebebsa da sxva Ro-
nisZiebebs da a. S.
marketinguli komunikaciebis biujetis sididis gan-
sazRvra kompaniis erT-erTi yvelaze rTuli marketinguli
gadawyvetilebaa, romelic niSnavs saxsrebis moculobis gan-
sazRvras, romlebic aucilebelia saqonlis win wawevisaTvis.
biujetis sidide Zlier varirebs dargisa da kompaniebis mi-
xedviT. kosmetikur kompaniebSi saqonlis win wawevis biujeti
Seadgens amonagebis 30-35%-s, xolo samrewvelo mowyobilo-
bis mwarmoebel dargSi 5-dan 10%-mde. ganixilaven biujetis
Sesaxeb gadawyvetilebis miRebis oTx tradiciul meTods:
xelmisawvdomobis, gayidvebis moculobidan procentis, kon-
kurentuli paritetis meTodi, miznebisa da amocanebis meTo-
di. xelmisawvdomobis meTodis gamoyenebisas bevri kompania
win wawevaze biujetis sidides adgens fuladi saxsrebis arse-
bobidan gamomdinare. biujetis gansazRvris mocemuli meTo-
dis momxreni saTanado yuradRebas ar aqceven win wawevis ro-
gorc investirebis obieqtis rols da mis gavlenas gayidvebis
moculobebze, rac arTulebs marketinguli programebis
331
grZelvadian dagegmvas. bevri kompania biujets adgens ro-
gorc gansazRvrul procents gayidvebis (produqciis gasa-
Rebis) moculobidan an procentobiT saqonlis fasis mimarT.
saavtomobilo kompaniebs rogorc wesi, biujetSi SeaaqvT av-
tomobilis sagegmo fasidan gansazRvruli procenti, xolo
navTobis kompaniebi angariSoben biujets TiToeuli gayidu-
li benzinis galonis (markis) Rirebulebis gansazRvruli
porcentidan gamomdinare. amasTan mizanSewonilia angariSi
gaewios sabazro moTxovnilebas. konkurentuli paritetis
meTodis gamoyenebisas zogierTi kompania biujetis sidides
gansazRvavs konkurentebis danaxarjebze orientaciiT, vinai-
dan varaudoben, rom am SemTxvevaSi garantirebulia bazris
wilis SenarCuneba. am meTodis momxreni emyarebian or Ziri-
Tad arguments: 1) konkurentebis xarjebi asaxaven dargSi dag-
rovil gamocdilebas; 2) win wawevaze biujetebis proporcie-
bis SenarCuneba icavs dargs `win wawevis omebisagan~. arc erTi
maTgani ar SeiZleba ganxilul iqnes rogorc damoukidebeli
argumenti. agreTve gasaTvaliswinebelia kompaniis reputa-
cia, resursebi, SesaZleblobebi da miznebi. miznebis da amo-
canebis meTodis dros biujetis gaangariSeba gulisxmobs
win wawevis miznebis, amocanebis gansazRvras, romlebic auci-
lebelia gadawydes maT misaRwevad, romelTa Tanxa Seadgens
kidevac sakuTar biujets. am meTods aqvs erTi upiratesoba _
igi menejerebisagan moiTxovs zust warmodgenas danaxarje-
bis, reklamasTan kontaqtebis donis, saqonlis sacdeli yid-
vebis intensivobis da misi regularulad gamoyenebis mocu-
lobis urTierTkavSiris Sesaxeb. kompaniis marketingis samsa-
xuris ZiriTadi problemaa imis gansazRvra, rogori adgili
ekuTvnis win wawevas iseT alternativebTan SedarebiT, rogo-
ricaa saqonlis srulyofa, fasebis Semcireba, servisis donis
amaRleba. pasuxi damokidebulia imaze, sasicocxlo ciklis
romel etapzea saqoneli, saqme exeba tipur saqonels Tu di-
dad diferenciul produqtebs, yoveldRiuri moTxovnis sa-
gans Tu saqonels da sxv. romelsac `gayidvis gareSe ver gayi-
di~, da bevr sxva mosazrebaze.
friad mniSvnelovania sakiTxi marketinguli komunikaci-
ebis procesis marTvis Sesaxeb. sareklamo saagentoebis ame-
rikuli asociaciis ganmartebis mixedviT integrirebuli
marketinguli komunikaciebi esaa marketinguli komunika-
ciebis dagegmvis koncefcia, romelic aRiarebs kompleqsuri
midgomis faseulobis maRal dones. dagegmvisas fasdeba mra-

332
valferovani komunikaciebis, magaliTad, Cveulebrivi rekla-
mis, pirdapiri gamoZaxilis reklamis, gasaRebis stimulirebi-
sa da sazogadoebriobasTan kavSirebis roli, da tardeba maTi
Sexameba sizustis, SeTanxmebulobisa da maqsimaluri efeqtis
uzrunvelyofis mizniT SetyobinebaTa `unakero Sepirispire-
bis~ saSualebiT. samwuxarod, bevri kompania iyenebs komunika-
ciis erT an or instruments. aseTi praqtika SenarCunebulia,
masobrivi bazris mravali mini-bazrebad fragmentaciis miu-
xedavad, romelTaganac TiToeuli moiTxovs gansakuTrebul
midgomas, miuxedavad informaciis saSualebaTa axali tipebis
gaCenisa da momxmarebelTa mzardi gamocdilebisa. komunika-
ciis instrumentebis farTo speqtri moiTxovs, rom kompanie-
bi gadavidnen integrirebul marketingul komunikaciebze.
arsebobs saSualebaTa simdidris farTo speqtri, romelTa
meoxebiT komunikaciebs SeuZliaT gavlena moaxdinon momxma-
rebelTa qcevaze maT yoveldRiur cxovrebaSi. integrirebu-
li marketinguli komunikaciebis programebis realizaciis
TvalsaCino magaliTia kompania (firma) Accenture. saarbitraJo
sasamarTlos gadwyvetilebis Semdeg saxelwodebaSeclilma
firma Accenture-m (warsulSi _ Andersen Consulting) daamuSava
rebrendingis kampania yovelmxriv integrirebuli marketin-
guli komunikaciis programis gamoyenebiT. 2001 wlis ianvris-
Tvis satelevizio, beWduri, onlainuri da gare reklama Accen-
ture-s saxeliT gaCnda 48 qveyanaSi, sadac firma axorcielebda
Tavis saqmianobas. 2001 wlis ianvar-martSi saerTaSoriso baz-
rebze gaCnda 6 aTasze meti misi satelevizio sareklamo gan-
cxadeba da aTasi beWdvuri gancxadeba.
informaciis saSualebaTa koordinacia xorcieldeba
informaciis saSualebaTa tipebis doneze da konkretuli ma-
tareblebis doneze. komunikaciis piradi da arapiradi arxebi
unda Sexamdes imgvarad, rom miRweul iqnes maqsimaluri efeq-
ti. ufro efeqtiania mravaletapiani kampania komunikaciis
ramdenime saSualebis gamoyenebiT. ganixilaven Semdeg Tanmim-
devrobas:
axali kampania axali saqonlis gamoSvebisas → beWdvuri
reklama pasuxis meqanizmiT → samisamarTo dagzavna → sawyisi
telemarketingi → piradi kontaqti momxmarebelTan → komu-
nikaciebis gagrZeleba momxmarebelTan.
erTbaSad komunikaciis ramdenime saSualebis gamoyenebas
mkacrad gansazRvrul droiT CarCoebSi SeuZlia aamaRlos mi-
marTvis mocvisa da misgan efeqtis done. imisaTvis, rom Seet-
333
yobinebina klientebisTvis ipoTekuri dakreditebis axali sa-
xis Sesaxeb fostisa da ufaso telefonis daxmarebiT, Citi-
Bank-ma gamoiyena programa `fosta + kuponi + telefonis no-
meri 800 + telefonis marketingi + beWduri reklama~. marTa-
lia es varianti banks daujda ufro Zviri, magram man moutana
axali klientebis ricxvis gazrda erTi safosto gzavnilis
gamoyenebasTan SedarebiT. gamokvlevebi aCveneben, rom rek-
lamasTan SexamebiT gasaRebis stimulirebis efeqtianobis
done SeiZleba amaRldes.
integrirebuli marketinguli komunikaciebi xorciel-
deba neli tempebiT, rac ganpirobebulia ramdenime mizeziT.
msxvili kompaniebi brend-menejerebTan samuSaod xSirad iwve-
ven komunikaciis ramdenime specialists, magram TiToeuli
specialisti erkveva Tavis sferoSi, xolo komunikaciis sxva
instrumentebis Sesaxeb SeiZleba icodes SedarebiT cota. si-
tuacia rTuldeba imiT, rom bevri globaluri kompania Tanam-
Sromlobs mTel rig sareklamo saagentoebTan, romlebic gan-
lagebulia sxvadasxva qveyanaSi. kompleqsuri momsaxurebis
SeTavazebis mizniT msxvilma sareklamo kompaniebma SeiZines
PR _ saagentoebi, dizain-biuroebi, Web-saitis dammuSaveb-
lebi da firmebi, romlebic specializdebian pirdapir safos-
to gzavnilebze. integrirebuli marketinguli komunikaciebi
SeiZleba xels uwyobdnen SetyobinebaTa SeTanxmebulobas da
maT gavlenas gasaRebaze. komunikaciebma unda aamaRlon kom-
paniis unarianoba, gavlena moaxdinos saWiro klientebze sa-
Wiro mimarTulebiT saWiro dros da saWiro adgilas.

12.2. masobrivi komunikaciebis marTva

masobrivi komunikaciis oTx ZiriTad saSualebad aRiare-

bulia: reklama, gasaRebis stimulireba, sponsoroba da kavSi-
rebi sazogadoebriobasTan da pablisiti.
reklama SemkveTis mier ideebis, saqonlis an momsaxurebis
arapiradi wardgenisa da win wawevis nebismieri anazRaurebadi
da formaa. sareklamo mimarTvebi warmoadgenen Setyobineba-
Ta gavrcelebis ekonomikurad efeqtian saSualebas, romle-
bic mimarTulia rogorc savaWro markis upiratesobis Seqmna-
ze, aseve adamianTa swavlebazec. sareklamo saqmianobis orga-
nizaciis wesebi gansxvavebulia. mcire kompaniebSi (firmebi)
reklamaze pasuxismgebelia marketingis an gayidvebis ganyo-
filebis erTi TanmSromeli, romelsac aqvs kontaqtebi sarek-

334
lamo saagentosTan. msxvil kompaniebSi, rogorc wesi, iqmneba
sakuTari sareklamo ganyofilebebi, romelTa menejerebi eq-
vemdebareba kompaniis vice-prezidents marketingis dargSi.
sareklamo ganyofilebis funqciebi moicaven sareklamo biu-
jetis Sedgenas, sareklamo strategiis damuSavebas, sarekla-
mo mimarTvebisa da kompaniebis momzadebas da damtkicebas,
pirdapiri safosto gzavnilebis ganxorcieleba, savaWro dar-
bazebSi saqonlis stendebis organizacias da reklamis sxva
formebs. organizaciebis (firmebis) umravlesoba sareklamo
kampaniebis Catarebisa da informaciis saSualebebis arCevis,
agreTve masobrivi informaciis saSualebebSi sareklamo siv-
rcis an drois SeZenisaTvis mimarTavs sagareo sareklamo saa-
gentoebis momsaxurebas. Tanamedrove sareklamo saagentoebi
warmoadgenen komunikaciur kompaniebs, romlebic exmarebi-
an klientebs mTlianad maTi komunikaciis efeqtianobis amaR-
lebaSi strategiuli da praqtikuli rCevebis daxmarebiT win
wawevis sxvadasxva formebis mixedviT.
sareklamo progamis damuSavebisas marketingis menejereb-
ma pirvel rigSi unda gansazRvron miznobrivi bazari da myid-
velTa (momxmarebelTa) motivebi. Semdeg pasuxi unda gaeces
xuT ZiriTad sakiTxs, romlebic cnobilia rogorc xuTi `M~:
Mssion (misia), Money (fuli), Message (Setyobineba), Media (in-
formaciis saSualebebi), Measurement (Sefaseba). misia: rogo-
ria reklamis miznebi? fuli: rogor fulad saxsrebs moiT-
xovs? Setyobineba: rogori sareklamo Setyobinebaa aucile-
beli dayvanil iqnes myidvelamde? media: informaciis gav-
rcelebis rogori saSualebebi unda iqnes gamoyenebuli? Se-
faseba: rogor Sefasdes reklamis Sedegebi? mocemuli sakiT-
xebis elementebi warmodgenilia 12.4 naxazze.
reklamis miznebis dasma ganisazRvreba adre miRebul ga-
dawyvetilebebidan gamomdinare miznobrivi bazris, savaWro
markis bazarze pozicirebisa da marketinguli programis Se-
saxeb. reklamis (anu amocanis) mizani komunikaciuri xasiaTis
konkretuli davalebaa gansazRvruli miznobrivi auditori-
is mimarT, romelic unda Sesruldes drois gansazRvrul pe-
riodSi. reklamis miznebi klasificirdeba imis Sesabamisad,
Tu saiTken miiswrafvis organizacia (kompania): miznobrivi
auditoriis informireba, momxmarebelTa (myidvelTa) dar-
wmuneba, Sexseneba saqonlisa da momsaxurebis Sesaxeb an savaW-
ro markis poziciebis ganmtkiceba. isini Seesabamebian sapasu-
xo reaqciebis ierarqiis sxvadasxva dones:

335
 ¾ informirebis reklama gamiznulia savaWro markebisa
da arsebuli saqonlis axali maxasiaTeblebis cnobado-
bis formirebaze. cnobadobis formireba ar unda xor-
cieldeboides brendis sazianod;

nax. 12.4. reklamis xuTi `M~.

¾ darwmunebis reklama gamiznulia saqonlis an momsaxu-

rebis simpaTiis, upiratesobis, darwmunebis Seqmnasa da
yidvis stimulirebaze. magaliTad, Chivas Regal miiswraf-
vis daarwmunos momxmareblebi, rom swored misi pro-
duqcia da ara Sotlandiuri viskis sxva markebi, floben
WeSmaritad mdidar gemovnebasa da prestiJs. zogjer
darwmunebis reklama Rebulobs SedarebiTi reklamis
formas, rodesac tardeba saqonlis ori an ramdenime
markis Tvisebebis Sedareba. SedarebiTi reklamis gamo-
yeneba iZleva saukeTeso Sedegs im SemTxvevbSi, rodesac

336
 igi erTdroulad zemoqmedebs momxmarebelTa rogorc
kognitiur, aseve efeqtian motivebze;
¾ Sexsenebis reklama gamiznulia saqonlisa da momsaxu-
rebis ganmeorebiTi SeZenis stimulirebaze Coca-Cola-s
ZviradRirebuli reklama sxvadasxva JurnalSi Seaxse-
nebs momxmareblebs am sasmelis SeZenis aucileblobis
Sesaxeb;
¾ ganmtkicebis reklama gamiznulia arsebuli myidvele-
bis darwmunebaze gakeTebuli arCevanis sisworeSi. maga-
liTad, avtomobilebis reklamaSi xSirad naCvenebia axa-
li modelebis kmayofili mflobelebi, romlebic iyene-
ben Tavisi axali manqanebis SesaZleblobebs.
reklamis miznis arCevisas kompaniam unda ixelmZRvanelos
bazarze mimdinare situaciis analizis SedegebiT. Tu sasaqon-
lo klasi sakmaod aTvisebulia, kompania warmoadgens bazris
liders, magram misi markis moxmarebis intensivobis done ar
aris maRali, sareklamo kampaniis mizani SeiZleba iyos moxma-
rebis stimulireba. Tu sasaqonlo klasi axalia bazrisaTvis
da kompania ar iTvleba liderTa ricxvSi, magram flobs Zli-
er savaWro markas, reklamis swori mizani iqneba momxmarebel-
Ta darwmuneba Tavisi brendis upiratesobaSi.
am TavSi ganxilul iqna saqonlis win wawevis RonisZiebaTa
biujetis gaangariSebis ramdenime saerTo meTodi. sareklamo
biujetis momzadebisas aucilebelia gaTvaliswinebul iqnes
Semdegi xuTi faqtori:
¾ saqonlis sasicocxlo ciklis etapi. rogorc cnobi-
lia, axali saqonlis reklama saWiroebs did sareklamo
biujets: es aucilebelia cnobadobis formirebisa da
momxmarebelTa waxalisebisTvis ganaxorcielon sacde-
li yidva. cnobil savaWro markebs Cveulebrivad exmare-
bian mcire biujetiT, romelic gaangariSebulia gayid-
vebTan procentuli SefardebiT;
¾ bazris wili da klientura. savaWro markebi, romlebic
floben bazris did wils, Cveulebrivad saWiroeben mci-
re xarjebs reklamaze (gaangariSebuli rogorc procen-
ti gayidvebidan da mimarTuli sabazro wilis SenarCune-
baze). bazris wilis gafarToebisaTvis bazris sididis
gazrdis gziT saWiroa didi xarjebi reklamaze;
¾ konkurencia da informaciuli qaosi. bazarze konku-
renciisa da sareklamo xarjebis maRali donis pirobeb-
Si savaWro markis reklama unda iyos aqtiuri da `gaxmau-
337
 rebuli~. aqtiuri reklamis Catareba moiTxovs markebis
mier Seqmnili informaciuli `xmauris~ arsebobas, rom-
lebic SeiZleba ar iyvnen reklamis mimcemi kompaniis
pirdapiri konkurentebi;
¾ reklamis sixSire. ganmeorebaTa raodenoba, romelic
aucilebelia momxmareblamde sareklamo mimarTvis day-
vanisaTvis, axdens did gavlenas biujetis sidideze.
¾ saqonlis substitutad Secvlis SesaZleblobebi.
moxmarebis tipuri saqonlisaTvis (magaliTad, ludis,
ualkoholo sasmelebis, bankebis, aviakompaniebisTvis)
individualuri dasamaxsovrebeli imijis formireba mo-
iTovs gansakuTrebulad aqtiur reklamas. reklamas ag-
reTve aqvs didi mniSvneloba im SemTxvevebSi, rodesac
mocemuli markis saqoneli iZleva unikalur sargebels
an flobs araCveulebriv fizikur Tvisebebs.
sareklamo kampaniis damuSavebisas, rogorc wesi ganas-
xvaveben sareklamo mimarTvis strategias (savaWro markis
Sesaxeb rogori informacia unda miawodos reklamam momxma-
reblebs) da SemoqmedebiT strategias (samarko gancxadebe-
bi rogor aisaxeba reklamaSi). amitom sareklamo kampaniebis
damuSaveba da Sefaseba erTdroulad mecnierebacaa da xelov-
nebac (praqtikac). sareklamo mimarTvis strategiis damuSave-
bisas reklamis mimcemebi gaivlian sam etaps: reklamis ideis
generireba da misi Sefaseba, kreativis Seqmna da sareklamo mi-
marTvis Sesruleba, socialuri pasuxismgeblobis kriteriu-
mebis gaTvaliswineba.
reklamis ideebis generirebisa da maTi Sefasebisas Za-
lian mniSvnelovania axali ideis povna da sxvaTa miwodebebisa
da poziciebis gamoyenebisagan Tavis Sekaveba. bevri Tanamed-
rove sareklamo rgoli, romlebic ewevian avtomobilebis
reklamas arsebiTad ar gansxvavdebian erTmaneTisagan, rom-
lis Sedegad sareklamo markasa da sareklamo mimarTvas Soris
susti kavSiria. kargi sareklamo mimarTva Cveulebrivad aige-
ba erTi, maqsimum ori savaWro SeTavazebaTa safuZvelze. rom
ganisazRvros, rogori mowodeba yvelaze metad zemoqmedebs
miznobriv auditoriaze, reklamis mimcemma unda Caataros
marketinguli kvleva pozicirebis arCevis procesSi.
kreativis Seqmna da sareklamo mimarTvis Sesruleba
mdgomareobs imaSi, rom reklamis zemoqmedebis done damoki-
debulia ara marto TviT teqstze _ xSirad imaze, rogor aris
igi miwodebuli, rasac aqvs didi mniSvneloba. ideis Sesrule-

338
ba reklamiT miCneulia gadamwyvet faqtorad. kampaniis momza-
debisas reklamis mimcems SeuZlia warmoadginos Tavisi moT-
xovnebi sareklamo teqstisadmi, romelSic aRwerilia miza-
ni, Sinaarsi, argumentacia da mimarTvis toni. reklamis TiTo-
eul saSualebas gaaCnia Tavisi upiratesobebi da naklovanebe-
bi. friad mniSvnelovania reklama mediaSi.
satelevizio reklama iTvleba yvelaze gavlenian saSua-
lebad, romelic moicavs momxmarebelTa farTo wres. farTo
mocvas uzrunvelyofs reklamis erTi Cvenebis Rirebulebis
dabali done. brendingis TvalsazrisiT satelevizio reklama
flobs or ZiriTad Rirsebas: 1) igi iZleva SesaZleblobas mox-
des saqonlis xarisxis atributebis TvalsaCino demonstri-
reba da sargeblis damajereblad axsna momxmareblisTvis; 2)
telereklama iZleva SesaZleblobas Seiqmnas gamomyeneblis
saxe da gamoyenebis situacia, Camoyalibdes savaWro markis
buneba da sxva misi araxelSesaxebi Tvisebebi. satelevizio
reklamas gaaCnia naklovanebebic. igi wuTieria, amasTan sarek-
lamo rgolebSi xSirad SemoqmedebiTi elementebia, romleb-
sac mayureblis yuradReba gadaaqvT sakuTriv reklamidan.
amitom Setyobineba saqonlis an savaWro markis Sesaxeb SeiZ-
leba darCes yuradRebis gareSe. ufro metic, televiziaze Za-
lian bevri reklama da sxva masalebia. es qmnis informaciul
qaoss, ase rom momxmareblebs reklama maSinve SeiZleba daaviw-
ydes an saerTod ar SeamCnion. kidev erTi mniSvnelovani nak-
lia sareklamo rolikebis warmoebisa da ganTavsebis Rirebu-
lebis maRali done. magram kargad damuSavebul da Sesrule-
bul telereklamas SeuZlia aamaRlos samarko kapitalis done
da dadebiTi gavlena moaxdinos gayidvebis moculobasa da mo-
gebaze.
reklama radioze WeSmaritad informaciis gavrcelebis
kargi saSualebaa: aSS-Si mas yoveldRiurad usmens 12 welze
meti asakis mosaxleobis 96% da mosmenis saSualo moculoba
aRemateba 20 saaTs kviris ganmavlobaSi. radios mTavari upi-
ratesoba aris moqniloba: TiToeuli sadguri orientirebs
Tavis, zustad gansazRvrul auditoriaze; sareklamo rgole-
bis warmoeba da ganTavseba SedarebiT iafia; dro eTerSi, ro-
gorc wesi, winaswar ar ijavSneba, rac uzrunvelyofs msmenel-
Ta swraf sapasuxo reaqcias. radios efeqtianoba gansakuTre-
biT maRalia diliT; garda amisa, reklamis mimcem kompaniebs
SeuZliaT miaRwion balanss bazris farTo da lokalur moc-
vas Soris.

339
 beWdvuri reklamis daxmarebiT SeiZleba ufro dawvrile-
biTi informaciis gadacema saqonlis Sesaxeb da amasTan gamom-
yeneblis saxeebis da gamoyenebis situaciis efeqtiani formi-
reba. reklamis saerTod da mTlianad ori ZiriTadi beWdvuri
saSualeba, gazeTebi da Jurnalebi, floben erTsa da imave
warmatebebsa da naklovanebebs. gazeTebs aqvT gamocemis (ga-
mosvlis) ufro zusti grafiki da floben did darwmunebiT
unarianobas, xolo Jurnalebi ufro efeqtiania saxeebisa da
imijis Seqmnis TvalsazrisiT. yoveldRiur gazeTebs kiTxu-
lobs mTeli mosaxleobis daaxloebiT sami meoTxedi; isini ga-
moiyeneba umTavresad adgilobrivi reklamisaTvis. ZiriTa-
dad es aris sacalo movaWreTa reklama. beWdvuri reklamis
zemoqmedebis efeqtianobaze, agreTve mis Rirebulebaze gav-
lenas axdenen gancxadebis formatis elementebic _ sidide,
feri, ilustraciebi. msxvilformatiani gancxadebebi ipyro-
ben met yuradRebas, Tumca es ar xdeba yovelTvis danaxarje-
bis proporciulad. feradi olustraciebi amaRleben sarek-
lamo gancxadebis efeqtianobasac, mis Rirebulebasac. bevri
gamokvleva beWdvuri reklamis sferoSi aRniSnavs, rom sarek-
lamo gancxadebis zemoqmdeba ganisazRvreba gamosaxviT, sa-
TauriT da teqstiT, amasTan swored am TanmimdevrobiT. su-
raTi unda iyos sakmaod efeqtiani, rom miipyros yuradReba.
saTauri unda Seesabamebodes gamosaxulebas da iwvevdes teq-
stis wakiTxvis survils. TviTon teqsti, unda iyos saintere-
so, xolo masSi savaWro markis saxelwodeba SesamCnevi. magram,
rogorc gamokiTxvebi aCveneben, kargad Sesrulebul gancxa-
debas SeniSnavs miznobrivi auditoriis 50%-ze naklebi, daax-
loebiT 30%-s SeuZlia gaixsenos saTauris arsi, daaxloebiT
25%-s _ reklamis mimcemi kompaniis saxelwodeba da 10%-ze
naklebi kiTxulobs gancxadebas bolomde.
reklamis Sefaseba socialuri pasuxismgeblobis krite-
riumebis TvalsazrisiT xorcieldeba saxelmwifos mier Se-
muSavebulikanonebisa da wesebis erTobliobis safuZvelze,
romlebic axdenen sareklamo saqmianobis reglamentirebas.
reklamis mimcemi kompaniebi da maTTvis momuSave saagentoebi
unda xelmZRvanelobdnen moqmedi socialuri da samarTleb-
rivi normebiT. aSS kanonebis Sesabamisad reklamis mimcemebma
ar unda dauSvan cru an Semcdeni sareklamo mimarTvebi, maga-
liTad produqciis samkurnalo Tvisebebis Sesaxeb, rodesac
igi aseT Tvisebebs ver flobs. aSS-Si ikrZaleba reklama _ mi-
satyuebeli, romelic cru dapirebebis Semcvelia. magaliTad,
sacalo movaWre reklamas ukeTebs sakerav manqanas, romelic
340
Rirs $149. rodesac myidveli midis reklamirebuli manqanis
SesaZenad, movaWre ar eubneba uars mis SeZenaze, magram ake-
Tebs yvelafers, rom myidvelis yuradReba gadaitanos ufro
Zvir modelze.
friad mniSvnelovania sakiTxi _ informaciis saSualeba-
Ta arCeva da sareklamo kampaniis efeqtianobis Sefaseba.
sareklamo mimarTvis arCevisas, reklamis mimcemma unda gan-
sazRvros misi gavrcelebis saSualebebi. am etapze wydeba Sem-
degi sakiTxebi: auditoris sasurveli mocva, reklamis zemoq-
medebis sixSire da done; airCeva informaciis saSualebaTa Zi-
riTadi tipebi da konkretuli reklamis matareblebi; gadaw-
yvetilebis miReba reklamis gasvlis grafikisa da geografis
Sesaxeb. Semdeg gadawyvetilebaTa rezultatebi aucilebelia
Sefasdes maTi efeqtianobis mixedviT.
informaciis saSualebaTa arCevaSi moiazreba reklamis
gavrcelebis yvelaze ekonomikurad efeqtiani arxebis moZie-
ba, romelbsac ZaluZT uzrunvelyon saWiro tipis kontaqte-
bis aucilebeli ricxvi miznobriv auditoriasTan. reklamis
mimcemi gegmavs miaRwios miznobrivi auditoriis gansaz-
Rvrul gamoZaxils, magaliTad sacdeli yidvebis gansaz-
Rvrul dones, romelic damokidebuli iqneba maT ricxvSi sa-
vaWro markis Sesaxeb auditoriis informirebis donezec. au-
ditoriis mocvis, kontaqtebis sixSiris da zemoqmedebis Za-
lis urTierTkavSiri asaxulia Semdeg koncefciebSi:
¾ kontaqtis saerTo ricxvi (E) udris auditoriis moc-
vas, romelic mravldeba kontaqtebis sixSireze, e. i. E =
RXF. am maCvenebels uwodeben mTlian SefasebiT koefi-
cients (Gross Rating Point, GRP). Tu reklamis matarebeli
moicavs ojaxebis 80% kontaqtis saSualo sixSirisas,
udris 3-s, SeiZleba iTqvas, rom GRP aseTi mediagegma Se-
adgens 240 punqts (80X3). Tu sxva mediagegmis GRP Sead-
gens 300 punqts, maSin amboben, rom igi ufro wonadia,
magram es `wona~ rogor iyofa auditoriis mocvasa da
kontaqtebis sixSireze, SeuZlebelia iTqvas;
¾ kontaqtebis saSualo Sewonili ricxvi (WE) udris
auditoriis mocvas, romelic mravldeba kontaqtebis
saSualo sixSiresa da zemoqmedebis saSualo Zalaze (I),
e. i. WE = RXFXI.
mediadagegmvisas aucilebelia gaangariSebul iqnes moc-
vis, sixSirisa da zemoqmedebis Zalis maCvenebelTa yvelaze
ekonomikurad efeqtiani Sexameba. auditoriis mocvas aqvs
341
yvelaze didi mniSvneloba: sareklamo kampaniaSi, romelic da-
aswrebs bazarze axali saqonlis gatanas; reklamaSi gverdul
(flangis) savaWro markebis; cnobili markis ojaxis gafarTo-
ebaSi; savaWro markis reklamaSi, romlebsac iSviaTad iZenen an
miznobrivi bazris ganusazRvrelobis situaciaSi. kontaqte-
bis sixSires ukavia wamyvani mdgomareoba Zlieri konkurente-
bis arsebobisas.
informaciis saSualebaTa ZiriTadi tipebi Tavis Rire-
bulebasTan, upiratesobebTan da SezRudvebTan erTad aRwe-
rilia 12.2 cxrilSi.
cxrili 12.2
informaciis saSualebaTa ZiriTadi
tipebis daxasiaTeba
matarebe- upiratesobebi SezRudvebi
li
gazeTebi ¾ moqniloba; ¾ droebiToba;
¾ Tavisdrouloba; ¾ beWdvis xarisxis daba-
¾ adgilobrivi bazris lo done;
mocvis maRali done; ¾ mcire meoradi audi-
¾ maRali aRiareba; toria.
¾ ndobis maRali done.
televizia ¾ moZravi gamosaxulebi- ¾ absoluturi Rirebu-
sa da xmis Sexameba; lebis maRali done;
¾ yuradRebis maRali ¾ eTeris gadatvirTva
done; reklamiT;
¾ mocvis maRali xarisxi. ¾ kontaqtis moklevadi-
anoba;
¾ auditoriis mimarT
mcire arCeviToba.
pirdapiri ¾ auditoriis mimarT ar- ¾ Rirebulebis Sedare-
safosto CeviToba; biT maRali done;
reklama ¾ moqniloba; ¾ gamZle imiji.
¾ sareklamo konkuren-
ciis ararseboba erTi
matareblis fargleb-
Si;
¾ samisamarTo xasiaTi.
radio ¾ masiuroba, arCeviTo- ¾ informaciis mxolod
bis maRali xarisxi ge- xmovani mitana;
ografiuli da demog- ¾ naklebi yuradReba te-
rafiuli niSnis mixed- leviziasTan Sedare-
viT; biT;
¾ Rirebulebis dabali ¾ standartuli tarife-
done. bis ararseboba;
342
 ¾ kontaqtebis mokleva-
dianoba.
Jurnalebi ¾ arCeviTobis maRali xa- ¾ sareklamo fasisa da
risxi geografiuli da reklamis gadacemis Se-
demografiuli niSnis Zenas Soris didi wyve-
mixedviT; tiloba;
¾ ndoba da prestiJi; ¾ danakargebi moukiTxav
¾ beWdvis xarisxis maRa- tiraJisas;
li done; ¾ garantirebuli ganla-
¾ didi meoradi audito- gebis ararseboba.
ria
gare rek- ¾ moqniloba; ¾ SezRuduli arCeviTo-
lama ¾ ganmeorebiTi kontaq- ba auditoriis mimarT;
tebis maCveneblis ma- ¾ SemoqmedebiTi Sez-
Rali done; Rudvebi.
¾ mcire Rirebuleba;
¾ konkurenciis dabali
done.
satele- ¾ adgilobrivi bazris ¾ konkurenciis maRali
fono cno- mocvis umaRlesi done; done;
bari ¾ ndobis maRali done; ¾ sareklamo farTis Se-
¾ mcire Rirebuleba; Zenisa da reklamis ga-
¾ auditoriis farTo dacemas Soris didi
mocva. wyvetiloba;
¾ SemoqmedebiTi Sez-
Rudvebi.
informa- ¾ auditoriis mimarT ar- ¾ danaxarjebi SeiZleba
ciuli bi- CeviTobis Zalian maRa- kontrolidan gavides.
uletenebi li done;
¾ sruli kontroli;
¾ interaqtiuli SesaZ-
leblobebi;
¾ SedarebiT mcire Rire-
buleba.
sareklamo ¾ moqniloba; ¾ Warbwarmoebas SeuZ-
broSurebi ¾ sruli kontroli; lia gamoiwvios dana-
¾ sareklamo mimarTvis xarjebis zrda.
gaZlierebis unari.
telefoni ¾ bevri gamomyenebeli; ¾ Rirebulebis Sedare-
¾ individualuri kon- biT maRali done (Tu
taqtis damyarebis Se- ar CairTvebian moxa-
saZlebloba. liseebi).
interneti ¾ auditoriis mimarT ar- ¾ informaciis Sedare-
CeviTobis maRali do- biT axali saSualeba,

343
 ne; ris gamoc gamomyene-
¾ interaqtiuli kontaq- belTa ricxvi zogierT
tis maRali done; qveyanaSi mcirea.
¾ SedarebiT mcire Rire-
buleba.

informaciis aucilebeli saSualebebis arCeva xorcielde-

ba Semdegi cvladebis (faqtorebis) gaTvaliswinebiT:
¾ miznobrivi auditoriis upiratesoba. magaliTad, ra-
dio da televizia yvelaze efeqtiani saSualebebia mo-
zardTa auditoriis mocvisaTvis;
¾ saqonlis maxasiaTeblebi. informaciis sxvadasxva sa-
Sualebebi floben sxvadasxva SesaZleblobebs demons-
traciis, TvalsaCino prezentaciis da sxva mimarTule-
biT. qalis kabebi ukeTesia warmodgenil iqnes srulfe-
radovan JurnalebSi, xolo fotoaparatebis demon-
strireba televiziiT;
¾ sareklamo mimarTvis daxasiaTeba. informaciis saSu-
alebebis arCevaze gavlenas axdenen agreTve sapasuxo
reaqciaze aucilebeli mimarTvis dro da Sinaarsi. rek-
lama, romelSic cxaddeba uaxloes dReebSi gayidvebis
Sesaxeb, unda gadaices radioTi, televiziiT an ganTav-
sdes gazeTebSi. mimarTva, romelic Seicavs teqnikuri
monacemebis mniSvnelovan raodenobas, mizanSewonilia
ganTavsdes specializebul JurnalebSi an safosto
gzavnilebSi;
¾ Rirebuleba. satelevizio reklama mniSvnelovnad Zvir-
fasia sagazeTo reklamasTan SedarebiT. Cveulebrivad
gaiTvaliswineba sareklamo mimarTvis Rirebuleba aTas
kontaqtze gaangariSebiT.
reklamis matareblebis siuxvis gaTvaliswinebiT, mediada-
gegmvis specialistma unda daiwyos Tavisi biujetis ganawile-
bidan informaciis saSualebebis ZiriTadi tipebis mixedviT
(cxrili 12.3). magaliTad, biskvitis axali saxis bazarze gata-
nisas kompanias SeuZlia gamoyos $3 milioni telemauwyeblis
dRis eTerze, $2 miliooni qalis JurnalebSi, $1 milioni yo-
veldRiur gazeTebSi 20 ZiriTad bazarze, $0,5 milioni `zepir
marketingze~ sxvadasxva kulinaruli Sejibrebisa da konkur-
sis saxiT da $0,05 milioni specialur saitze internetSi.
didi xnis manZilze reklamaSi dominanti iyo televizia.
bolo wlebSi mkvlevarebi (marketologebi) aRniSnaven tele-

344
reklamis efeqtianobis daqveiTebas informaciuli qaosis
(sareklamo rgolebi mokldeba, maTi saerTo ricxvi izrdeba)
gaZlierebasTan dakavSirebiT, arxebis ufro aqtiur gadar-
Tvas sareklamo blokebis demonstraciis dros (rasac xels
uwyoben iseTi axali sistemebi rogoricaa `Tivo~ da `Replay~) da
gadaTvalierebis saerTo Semcireba axali kabeluri da Tanam-
gzavruli arxebis gaCenis, agreTve videomagnitofonebis gav-
rcelebasTan dakavSirebiT.
cxrili 12.3
marketingul komunikaciebze xarjebis
statistika (aSS-Si, 2001 w.)

reklama $, mlrd %
televizia 52.7 22
radio 19.4 8
gazeTebi 49.4 21
Jurnalebi 12.3 5
satelefono cnobarebi 13.3 6
interneti 3.4 1
pirdapiri 44.7 19
sxva 40.0 17
sul 141.7

gare reklama mTeli kategoriaa, romelic moicavs sarek-

lamo formebis bevr sxvadasxva variants. momxmarebelTa yu-
radRebis misapyrobad kompaniebi qmnian SemoqmedebiT rekla-
mas da ganaTavseben mas yvelaze moulodnel adgilebSi. aseTi
midgomis logika isaa, rom yvelaze ukeTesia adamianebTan
(momxmareblebTan) kontaqtireba iq, sadac isini imyofebian
samuSaoze, dasvenebis adgilebSi da, bunebrivia, maRaziebSi.
gare reklamis nairsaxoebebidan gamoyofen sareklamo fasebs,
reklamas sazogadoebriv adgilebSi, saqonlis ganTavsebas si-
uJetebSi da reklamas yidvebis adgilebSi.
informaciis alternatiuli saSualebebi kompaniebis-
Tvis warmoadgenen rig saintereso SesaZleblobebs. dRes rek-
lama SeiZleba ganxorcieldes yvelgan, sadac momxmareblebs
aqvT ramdenime Tavisufali wuTi an wamic ki imisaTvis, rom Se-
niSnon da daimaxsovron. aratradiciuli mediis mTavari Rir-
seba isaa, rom igi iZleva SesaZleblobas rac SeiZleba zustad
moxdes gasvla miznobriv auditoriaze. Setyobineba unda iyos
martivi da pirdapiri. gare reklamas savsebiT marTebulad
uwodeben `gayidvas 15 wamSi~. Tu sakiTxisadmi midgoma iqneba

345
strategiuli, gare reklama xSirad ufro efeqtiania cnoba-
dobis gaZlierebis an savaWro markis imijis ganmtkicebis
TvalsazrisiT vidre axali samarko asociaciebis Seqmna. imi-
saTvis, rom marketinguli danaxarjebi informaciis aratra-
diciul saSualebebze CaiTvalos gamarTlebulad, isini da-
debiT gavlenas unda axdendnen momxmareblebze. zogierTma
kompaniebma, romelbic axorcieleben sareklamo RonisZiebebs
supermarketebis salaroebTan, `fastfudis~ restornebSi,
eqimTa misaRebebSi, gamajansaRebel klubebSi, miatoves es
biznesi, axsnes ra aseTi gadawyvetleba momxmarebelTa inte-
resis ararsebobiT.
konkretuli reklamis matareblebis arCevisas mediadageg-
mvis specialistebi emyarebian specialuri kvleviTi samsaxu-
rebis monacemebs, romlebic aanalizeben auditoriaTa sidi-
desa da Semadgenlobas, sareklamo SetyobinebaTa ganlagebis
Rirebulebas. auditoriis sididis gansazRvrisaTvis gamoiye-
neba sxvadasxva kriteriumebi:
¾ tiraJi: fizikuri erTeulebis raodenoba, romlebic
axorcieleben reklamas;
¾ auditoria: adamianTa ricxvi, romlebic kontaqtireben
reklamis matareblebTan (Tu reklamis beWdvur saSua-
lebas yavs meoradi mkiTxvelebi, auditoria zrdis ti-
raJs);
¾ efeqtiani auditoria: admaianTa ricxvi, romlebic
kontaqtireben reklamis matareblebTan da floben po-
tenciuri myidvelebis (moxmareblebis) maxasiaTeblebs;
¾ faqtiuri auditoria: potenciuri momxmareblebis
ricxvi, romlebmac faqtiurad naxes sareklamo gancxa-
deba.
reklamis matareblebis arCevisas reklamis mimcemi kompa-
niebi awydebian makro da mikrodagegmvis problemas. makroda-
gegmvis problema gulisxmobs reklamis ganxorcielebis gra-
fikis agebas gayidvebis sezonuri ryevebisa da saqmiani aqti-
vobis ciklis gaTvaliswinebiT. reklamis ganTavsebisas kompa-
nias gaaCnia sami varianti: `sezonuri~, `sezons gareSe~ an wlis
ganmavlobaSi mudmivad sareklamo kampaniis Catareba. mikro-
dagegmvis problema ki niSnavs sareklamo xarjebis zemoqme-
debis maqsimizaciis aucileblobas moklevadian periodSi. am
SemTxvevaSi erT TveSi reklamis ganTavsebis periodi SeiZleba
iyos sxvadasxva: igi SeiZleba iyos koncentrirebuli

346
(`mskvdomi~ reklama), ganawilebuli ganuwyvetliv an wyvetili
mTeli Tvis ganmavlobaSi.
rogorc wesi, gamosvlis (ganxorcielebis) grafikis efeq-
tianoba damokidebulia komunikaciis miznebsa da saqonlis
bunebaze, miznobriv myidvelebze, gavrcelebis arxebze da
sxva marketingul faqtorebze. reklamis gamosvlis vadis gan-
sazRvrisas gaTvaliswinebul unda iqnes sami faqtori: myid-
velTa (momxmarebelTa) denadoba, yidvebis sixSire, daviwyebis
siCqare. momxmarebelTa denadoba gamoxatavs bazarze axali
myidvelebis gamoCenis siswrafes; rac ufro maRalia am maCve-
neblis done, miT ufro xangrZlivi unda iyos reklama. yidve-
bis sixSire warmoadgens yidvebis raodenobas, romlebic
sruldeba erTi saSualo statistikuri myidvelis mier drois
mocemuli periodis ganmavlobaSi. rac ufro maRalia yidve-
bis sixSiris done, miT ufro naklebi unda iyos pauza rekla-
mis gamosvlebs (gadacemebs) Soris. daviwyebis siCqare niS-
navs im siCqares, romliTac myidvelebi iviwyeben savaWro mar-
kas; rac ufro maRalia daviwyebis siCqaris done, miT ufro
mudmivi unda iyos reklama.
reklamis kargad dagegmva da marTva, rogorc wesi, gulis-
xmobs mis efeqtianobis Sefasebas. reklamis mimcemTa umrav-
lesoba cdilobs Seafasos reklamis komunikaciuri efeqti, e.
i. misi potenciuri gavlena cnobadobis doneze saqonlis Sesa-
xeb, agreTve codnaze an upiratesobis miniWebaze. komunikaci-
ur efeqtTan erTad reklamis mimcemebs agreTve undaT icod-
nen reklamis komerciuli efeqtis xasiaTi. komunikaciuri
efeqtis gamokvleva mimarTulia momxmarebelze reklamis
zemoqmedebis efeqtianobis gansazRvraze. aseTi gamokvleva
(mas uwodeben agreTve reklamis testirebas) SeiZleba Catar-
des rogorc sareklamo gancxadebis ganTavsebamde, aseve misi
publikaciis an translaciis Semdeg.
arsebobs reklamis winaswari testirebis sami ZiriTadi me-
Todi: momxmareblebTan ukukavSiris meTodi, portfeluri
testebi da laboratoruli testebi. momxmareblebTan uku-
kavSiris meTodi gulisxmobs momxmarebelTa reaqciis Ses-
wavlas SeTavazebul sareklamo mimarTvaze. isini upasuxeben
kiTxvebs, romlebic CamonaTvalis msgavsia:
¾ rogoria ZiriTadi idea, romelic Tqven aiTviseT rek-
lamasTan gacnobis Semdeg?

347
 ¾ rogor efeqts undaT, Tqveni azriT, miaRwion am rekla-
mis Semqmnelebma: ra unda gaigoT, ra unda daijeroT, ra
gaakeToT?
¾ rogoria albaToba imisa, rom sareklamo mimarTva gav-
lenas moaxdens Tqvens mier mocemuli moqmedebis Sesru-
lebaze?
¾ sareklamo mimarTvebSi ra axdens Zlier zemoqmedebas da
ra muSaobs cudad?
¾ rogor grZnobebs iwvevs TqvenSi es sareklamo mimarTva?
¾ ra aris TqvenTvis saukeTeso adgili kontaqtisaTvis am
mimarTvasTan? Tqven yvelaze didi albaTobiT sad Se-
niSnavT da miaqcevT mas yuradRebas? Tqven sad SeiZleba
imyofebodeT gadawyvetilebis miRebisas nagulisxmevi
moqmedebis Sesrulebis Sesaxeb?
portfeluri testebis Catarebisas momxmareblebs (myid-
velebs) sTavazoben sareklamo mimarTvebis SenarCevis wakiT-
xvas an daTvalierebas. Semdeg Txoven respodentebs gaixsenon
(interviureris daxmarebiT) yvela mosmenili an danaxuli gan-
cxadebebi da maTi Sinaarsi. laboratoriuli testebis dros
gamoiyeneba aparatura momxmareblis sareklamo mimarTvaze
fiziologiuri reaqciebis gazomvisaTvis: pulsis sixSire,
sisxlis wneva, Tvalis gugis gafarToebis xarisxi da sxv.; ga-
mokvlevis es meTodebi iZlevian SesaZleblobas gaizomos yu-
radRebis mipyrobis reklamis unari, magram ar iZlevian SesaZ-
leblobas Sefasdes misi gavlena momxmarebelTa rwmenaze,
ganwyobasa da maT ganzraxvebze.
reklamis komerciuli efeqtis gamokvleva mniSvnelov-
nad ufro Znelia, vidre misi komunikaciuri efeqtisa. gasaRe-
bis doneze gavlenas axdens mravali faqtori: saqonlis maxa-
siaTeblebi, misi fasi da gasayidad arseboba, agreTve konku-
rentebis moqmedebebi. rac ufro naklebia es faqtorebi da
martivia maTi kontroli, miT ufro iolia Sefasdes reklamis
gavlena gasaRebaze. yvelaze martivia Sefasdes reklamis gav-
lena gayidvebis moculobaze pirdapiri marketingis Catare-
bisas, ufro rTulia Sefaseba reklamis gamoyenebisas, rome-
lic mimarTulia kompaniis imijis an savaWro markis formire-
baze. kompaniebi, rogorc wesi, dainteresebulni arian sawar-
moo sareklamo xarjebis SefasebiT (isini iyo Tu ara meti au-
cilebel xarjebze an aRmoCnda arasakmarisi). am sakiTxis ga-
dawyvetis erT-erTi varianti motanilia 12.5. naxazze.

348
 kompaniis sareklamo xarjebis wili ganapirobebs xmis
wils (e. i. mocemuli kompaniis saqonlis reklamis procenti
aseTi saqonlis mTel reklamaSi), romelic, Tavis mxriv, gan-
sazRvravs momxmarebelTa gonebisa da gulis wils da sabo-
loo angariSSi kompaniis bazris wils.

nax. 12.5. gayidvebis moculobaze reklamis zemoqmedebis Sefasebis

formula

mkvlevarTa (marketologTa) sul ufro didi raodenoba

miiswrafvis Seafasos sareklamo xarjebis gavlena gayidvebis
moculobis zrdaze da ar kmayofildeba mxolod komunikaci-
uri efeqtis gazomviT.
gasaRebis stimulireba marketingul kampaniaTa sakvanZo
elementia da warmoadgens mastimulirebeli xerxebis kom-
pleqss (upiratesad moklevadiani), romlebic mowodebulia
daaCqaros an gazardos calkeuli saqonlis an momsaxurebis
SeZena momxmareblebis an savaWro Suamavlebis mier. Tu rekla-
ma iZleva sababs saqonlis yidvisTvis, maSin gasaRebis stimu-
lireba waaxaliasebs mas. gasaRebis stimulireba moicavs
momxmarebelTa stimulirebis sxvadasxva saSualebebs (nimu-
Sebis, kuponebis gavrceleba, fasebis Semcireba, bonusebi,
prizebi, saCuqrebi mudmivi myidvelebisaTvis, garantiebi da a.
S.), agreTve movaWreTa stimulirebis da saqmiani partniore-
bisa da gasaRebis samsaxurebis saSualebebs (fasebis Semcire-
ba, kompensaciebi reklamis Catarebasa da saqonlis momgebiani
ganlagebisaTvis, specializebuli gamofenebi da konferenci-
ebi, konkursebi savaWro warmomadgenlebs Soris da sxv.).
gasaRebis stimulirebis sxvadasxva xerxebi pasuxoben mis
sxvadasxva miznebs. magaliTad, ufaso nimuSebis gavrceleba
astimulirebs momxmareblebis mier saqonlis sacdel yidvebs,

349
maSin rodesac ufaso sakonsultacio momsaxureba mimarTu-
lia grZelvadian urTierTobaTa ganmtkicebaze sacalo mo-
vaWreebTan. gasaRebis stimulireba gamoiyeneba momsaxurebis
sferoSic. zogierTi servisuli kompania iyenebs stimulire-
bas rogorc axali klientebis (myidvelebis) mizidvisa da lo-
ialobis formirebis saSualebas.
aTi wlis winaT xarjebis Tanafardoba reklamaze da gasa-
Rebis stimulirebis RonisZiebebze Seadgenda daaxloebiT
60:40. dRes bevr kompaniaSi, romlebic awarmoeben dafasoebul
samomxmareblo saqonels, gasaRebis stimulirebaze modis
marketinguli komunikaciebis biujetis 75% (amasTan movaWre-
Ta stimulirebaze ixarjeba daaxloebiT 50%, momxmarebelTa
stimulirebaze _ biujetis 25%). bolo 20 wlis ganmavlobaSi
danaxarjebis wili gasaRebis stimulirebaze win wawevasTan
dakavSirebuli xarjebis saerTo moculobaSi mudmivad iz-
rdeba. aseTi swrafi zrda, gansakuTrebiT samomxmareblo baz-
rebze, ganapiroba Semdegma garemoebebma: mimwodebeli kompa-
niebis xelmZRvaneloba gasaRebis stimulirebas miiCnevs ro-
gorc gayidvebis erT-erT yvelaze efeqtian instrumentad;
sul ufro meti menejerebi iZenen stimulirebis saSualebaTa
gamoyenebis Cvevebs; saqonlis menejerebi imyofebian mimdina-
re gayidvebis gadidebis mzard moTxovnaTa zegavlenis qveS.
garda amisa, gaizarda savaWro markebis raodenoba; gasaRebis
stimulirebas xSirad iyeneben konkurentebi; bevri brendi ga-
nixileba rogorc erTmaneTis msgavsi; momxmareblebi orien-
tireben upiratesad saqonlis fasze; savaWro organizaciebi
(firmebi) moiTxoven sul ufro SeRavaTian pirobebs; reklamis
efeqtianoba mcirdeba mzardi xarjebis gamo, masobrivi in-
formaciis saSualebebis reklamiTa da sakanonmdeblo Sez-
Rudvebis gajerebiT. magram reklamis meore planze gadasvla
Seicavs safrTxes, vinaidan swored reklama uwyobs xels sa-
vaWro markisadmi loialobis ganviTarebas. amasTan kiTxvaze,
asustebs Tu ara gasaRebis stimulireba upiratesobebs mar-
kis mimarT, erTmniSvnelovani pasuxi ar arsebobs.
gasaRebis stimulirebis RonisZiebebis dagegmvisas, kompa-
niam unda daisaxos konkurentuli miznebi, aarCios stimuli-
rebis wesebi, SeimuSavos Sesabamisi marketinguli programa,
Caataros misi testireba, ganaxorcielos dagegmili RonisZi-
ebebi, gaakontrolos es procesi da Seafasos misi efeqtiano-
ba. sxvadasxva RonisZiebebSi monawileobiTa da momxmarebel-
Ta cxovrebis ufro mniSvnelovan nawilad gaxdomiT, kompani-

350
as SeuZlia ganaviTaros da ganamtkicos TavianTi urTierTo-
bebi miznobriv bazarTan. amave dros momxmarebelTa ganwyoba-
sa da rwmenaze SeiZleba gavlena iqonios savaWro markebTan
yoveldRiurma kontaqtebmac. gaigo ra, rom amJamad reklamis
daxmarebiT SesaZlebelia mosaxleobis mxolod 15%-is mocva
winandeli 40%-is nacvlad, Coca-Cola-m daiwyo fulis dabande-
ba axal iniciativebSi da gaxda Tavis miznobrivi momxmareble-
bis sayvareli drostarebis nawili. masobrivi komunikaciis
ganxorcielebaSi mniSvnelovania sponsorobis roli. kompani-
ebis sxvadasxva RonisZiebebis CatarebaSi sponsorul mxarda-
Weras axorcieleben rogorc iuridiuli, aseve fizikuri pi-
rebi, rac ganpirobebulia Semdegi mizezebiT:
¾ asocireba gansazRvrul miznobriv bazarTan an
cxovrebis wesTan. RonisZiebis arCevisas kompania er-
Tdroulad irCevs momxmareblebs (geografiuli, demog-
rafiuli, fsiqografiuli an qceviTi niSnebis mixedviT).
RonisZiebaTa arCeva swored nakarnaxevia imiT, Tu ro-
goria potenciur monawileTa damokidebuleba gansaz-
Rvruli saqonlis an markebis mimarT;
¾ kompaniis an saqonlis Sesaxeb cnobadobis gaumjobe-
seba. sponsoroba xSirad uzrunvelyofs xangrZliv kon-
taqts savaWro markasTan, xolo es brendis cnobadobis
aucilebeli pirobaa. RonisZiebis sworad arCeva aumjo-
besebs markis damaxsovrebas;
¾ savaWro markis imijis sakvanZo elementebis Seqmna
an ganmtkiceba momxmarebelTa cnobierebaSi. Ronis-
Ziebebi TavisTavad iwveven asociaciebs, da es exmareba
Seiqmnas an ganmtkicdes (gaZlierdes) asociaciebi maTSi
monawile savaWro markebTan;
¾ korporaciuli imijis gaumjobeseba. sponsoroba xSi-
rad ganixileba rogorc kompaniis mimarT simpaTiis,
prestiJis da a. S. miRwevis saSualeba, rom momavalSi, ir-
Ceven ra Sesabamis saqonels, momxmareblebi xels uwyo-
ben kompaniis imijis gaumjobesebas;
¾ STabeWdilebis moxdena da grZnobis aRZvra. grZnoba,
romelic gamowveulia STambeWdavi an ubralod adamia-
nisTvis saintereso RonisZiebiT, xels uwyobs savaWro
markis rolis gaZlierebas. sponsoruli RonisZiebisa da
STabeWdilebaTa wyaros damatebiT mxardasaWerad gamo-
iyeneba sponsoris Web-saiti;

351
 ¾ Tavisi poziciis sazogadoebaSi an socialur sakiT-
xebze gamoxatva. movlenaTa marketingi gulisxmobs
sponsorul muSaobas komerciuli saqmianobis elemente-
biT, e. i. TanamSromlobis arakomerciul organizacieb-
Tan an saqvelmoqmedo sazogadoebebTan. bevr kompaniaSi
movlenaTa marketingi erT-erTi ZiriTadi `aguria~
mTlianad marketinguli saqmianobis fundamentSi;
¾ saukeTeso klientebis an saukeTeso muSakebis gar-
Toba. bevr sawarmoSi (kompaniaSi) sponsorebs da maT
stumrebs sTavazoben momsaxurebasa da serviss, romle-
bic miuwvdomelia ubralo mnaxvelTaTvis. analogiur
ronisZiebebze klientebis (da ara marto maTi) miwveva
reputaciis formirebisa da faseuli saqmiani kontaqte-
bis damyarebis saSualebaa. RonisZiebaze sakuTari per-
sonalis miwvevis TvalsazrisiT es aris misi sabrZolo
suliskveTebis amaRlebis saSualeba, e. i. waxalisebis
faqtiuri saSualeba;
¾ merCendaizingisa da win wawevis axali SesaZleblo-
bebis Seqmna. bevri kompania raime ambavTan akavSirebs
sxvadasxva konkursebis, aqciebis, maRaziebSi merCendai-
zingis programis, reklamis da sxva marketinguli Ro-
nisZiebebis Catarebas.
kompaniam unda aagos konstruqciuli urTierTobebi ara
marto momxmareblebTan, mimwodeblebTan da dilerebTan, ara-
med dainteresebul sazogadoebriobasTanac. sazogadoebri-
obaSi moiazreba adamianTa nebismieri jgufi, romelic faq-
tiurad an potenciurad dainteresebulia kompaniis saqmiano-
bis SedegebiT an masze axdens gavlenas. kavSiri sazogadoebri-
obasTan (Public relations - PR) moicavs mravalferovan progra-
mebs, romelTa mizania win waweva an kompaniis an misi calkeuli
saqonlis imijis dacva. bevr kompaniaSi arseboben sazogado-
ebriobasTan kavSirebis ganyofilebebi an calkeuli Tanam-
Sromlebi, romlebic atareben sazogadoebrivi azris monito-
rings organizaciis Sesaxeb, avrceleben informacias da axor-
cieleben komunikaciebs, romlebic mimarTulia kompaniis da-
debiTi imijis Seqmnasa da SenarCunebaze.
bevri kompania iyenebs sazogadoebriobasTan kavSirebis
marketings, romlis amocanaa kompaniisa da misi saqonlis da-
debiTi imijis formireba da win wawevis programis realizaci-
aSi monawileoba. Cveulebrivad sazogadoebriobasTan kavSi-
rebis marketingi, rogorc finansuri da sazogadoebrivi PR,
352
warmoadgens marketingis ganyofilebis erT-erT funqcias.
adre sazogadoebriobasTan kavSirebis marketingis nacvlad
gamoiyeneboda pablisiti. sazogadoebriobasTan kavSirebis
marketingi asrulebs did rols Semdegi amocanebis gadawyve-
tisas: xelSewyoba bazarze axali saqonlis gamoSvebaSi; xel-
Sewyoba aprobirebuli saqonlis repozicirebaSi; interesis
formireba sasaqonlo kategoriisadmi; zemoqmedeba gansazRv-
rul miznobriv jgufebze; saqonlis dacva problemur situa-
ciebSi; kompaniis imijis Seqmna, rac keTilsasurvelad aisaxe-
ba mis saqonelze. sazogadoebriobasTan marketingis kavSire-
bis gamoyenebis droisa da wesis Sesaxeb gadawyvetilebis miRe-
bisas kompaniis menejerebma unda gansazRvron miznebi, SearCi-
on maTi gavrcelebisaTvis mimarTvebi, Caataron kampania geg-
mis Tanaxmad da Seafason misi Sedegebi, sazogadoebriobasTan
marketingis kavSirebis ZiriTadi meTodebi da instrumentebi
aRwerilia 12.4 crilSi.
cxrili 12.4
sazogadoebriobasTan marketingis kavSirebis
ZiriTadi meTodebi

publikaciebi. organizaciebi iyeneben beWdvur gamocemebs momxma-

rebelTa mocvisa da miznobriv bazrebze zemoqmedebisTvis. publika-
ciebSi moiazreba wliuri angariSgebebi, broSurebi, statiebi, in-
formaciuli biuletenebi, Jurnalebi da audiovizualuri masalebi.
RonisZiebaTa organizacia. kompanias SeuZlia axal saqonelze an
Tavis saqmianobaze miipyros yuradReba sxvadasxva RonisZiebebis
daxmarebiT: pres-konferenciebi, seminarebi, eqskursiebi, speciali-
zebuli gamofenebi, mxatvruli eqspoziciebi, Sejibrebebi da kon-
kursebi, iubileebi, romlebic dakavSirebulia miznobriv auditori-
asTan.
RonisZiebaTa sponsorireba. kompanias SeuZlia Tavisi markisadmi an
korporaciuli saxelwodebisadmi interesis stimulireba rogorc
sportul da kulturul RonisZiebaTa sponsors da qvelmoqmeds.
siaxleebi. PR specialistebis erT-erTi mTavari amocanaa masobrivi
informaciis saSualebebiT sasurveli siaxleebis miwodeba kompani-
is, misi saqonlisa da TanamSromlebis Sesaxeb, agreTve pres-relize-
bis momzadeba da JurnalistebisaTvis pres-konferenciebis organi-
zacia.
gamosvlebi. kompaniebis menejerebs sul ufro xSirad uwevT mimar-
Ton informaciis saSualebaTa warmomadgenlebs, gamovidnen dargob-
riv asociaciebSi an komerciul Sexvedrebze. maTi oratoruli xe-
lovneba gavlenas axdens kompaniis imijze.
monawileoba sazogadoebriv saqmianobaSi. kompanias SeuZlia gai-
umjobesos Tavisi reputacia Tu gaiRebs fulsa da dros saqvelmoq-

353
medo aqciebze.
safirmo stili. TiToeuli kompaniisTvis aucilebelia cnobadobis
saxe: logotipi, sakancelario sagnebi Sesabamis simbolikiT, blanke-
bi, savizito baraTebi, TanamSromelTa uniforma da sxv.

12.3. piradi komunikaciebis marTva

dRes marketingul komunikaciebs ganixilaven rogorc in-

teraqtiul dialogs kompaniasa da momxmareblebs (myidve-
lebs) Soris. rom gayidos momxmareblebze Tavisi saqoneli,
kompaniebma unda imuSaon ara marto aqtiurad, aramed gonie-
rad (Wkvianad). aucilebelia agreTve imis gageba Tu rogor
ikontaqtos kompaniam myidvelebTan, xolo myidvelebma _
kompaniasTan. Tanamedrove teqnologiebi iZlevian SesaZleb-
lobas urTierTmoqmedebebi ganxorcieldes rogorc infor-
maciis tradiciuli saSualebebis (gazeTi, Jurnali, radio,
telefoni, televizia, Cveulebrivi gancxadebebi), aseve kom-
piuterebis, faqsebis, fiWvuri telefonebis, peijerebis da
sxva usadeno mowyobilobebis daxmarebiT. kontaqtebis gan-
xorcielebaze xarjebis Semcireba ubiZgebs bevr kompanias ga-
davidnen masobrivi komunikaciebidan ufro mizanmimarTul
urTierTobaze auditoriebTan da personalur dialogze. ko-
munikaciebis personalizacias (saWiro sagnebi saWiro adamia-
nebisTvis saWiro dros) aqvs kritikuli mniSvneloba. saqme
exeba marketinguli komunikaciebis personalizacias da maTi
zemoqmedebis gaZlierebas, rac konkretul gamoxatulebas
poulobs pirdapir marketingSi.
pirdapiri marketingi warmoadgens arxebis gamoyenebas,
romlebic pirdapir akavSireben mimwodeblebs momxmarebleb-
Tan, potenciur momxmarebelTa mocvis an maTTvis saqonlis
(momsaxurebis) miwodebis mizniT marketinguli Suamavlebis
gamoyenebis gareSe. am arxebs ganekuTvnebian pirdapiri safos-
to (samisamarTo) gzavnili, katalogebi, telemarketingi, in-
teraqtiuli televizia, Web-saitebi da mobiluri mowyobi-
loba. pirdapiri marketingi mimarTulia gazomvadi gamoZaxi-
lis miRebaze, romelsac Cveulebrivad warmoadgens momxma-
reblis SekveTa. amitom pirdapir marketings kidev zogjer
uwodeben pirdapiri SekveTebis marketings. amJamad pirda-
piri marketingis bevri specialisti iyenebs mas rogorc mom-
xmareblebTan grZelvadiani urTierTobebis damyarebis in-
struments. isini ugzavnian momxmareblebs milocvebs dabade-
bis dResTan dakavSirebiT, sxvadasxva sainformacio masalebs,
354
calkeul klientebs mcire saCuqrebs. aviakompaniebi, sastum-
roebi da sxva organizaciebi klientebTan amyareben mWidro
urTierTobebs e. w. jildoebis saSualebiT yidvebis sixSirisa
da momxmarebelTa klubebis SeqmnisaTvis. pirdapiri marke-
tingi momxmarebelTa momsaxurebis erT-erTi yvelaze swra-
fad ganviTarebadi gzaa. es gansakuTrebiT damaxasiaTebelia
saqmiani bazrebisaTvis, sadac savaWro personalis Senaxva
jdeba sul ufro Zviri, da amitom samisamarTo gzavnili da
telemarketingi gamoiyeneba sul ufro xSirad. mTlianad Se-
mosavali pirdapiri marketingidan aSS-Si Seadgens daaxloe-
biT erToblivi erovnuli produqtis 9%-s.
pirdapiri marketingis eqstraordinaruli ganviTareba
ramdenime faqtoris zemoqmedebis Sedegia. bazrebis dawvri-
lerTeulebis Sedegia sabazro `niSebis~ raodenobis zrda,
amasTan mudmivad Cndebian axali `niSebi~. avtomobilebis gaZ-
vireba, sacobebi gzebze, problemebi parkirebis adgilebis ga-
mo, drois arasakmarisoba, gamyidvelebis gulgriloba saca-
lo vaWrobis maRaziebSi, rigebi salarosTan _ yovelive es
ubiZgebs yidvebis Sin (saxlSi) ganxorcielebas. Tanamedrove
momxmareblebi afaseben vaWrobis iseT saxeebs, rogoricaa
sadReRamiso ufaso satelefono xazebi da Web-saitebi, maT
moswonT kompaniebis mzadyofnac pirdapiri marketingisaTvis
myidvelTa momsaxurebaSi. internetis, eleqtronuli fostis,
mobiluri telefonebis da faqsimiluri aparatebis gavrce-
leba mniSvnelovnad amartivebs saqonlis arCevasa da mis Sek-
veTas. pirdapir marketings mniSvnelovani sargebeli moaqvs
gamyidvelebisTvisac. pirdapiri marketingis kompaniebs aqvT
SesaZlebloba SeiZinon gzavnilis siebi, romlebic Seicaven
momxmarebelTa saxelebs, romlebic qmnian nebismier jgufebs:
caciebis, zedmeti wonis adamianebis, milionerebis. mimarTve-
bi, romlebic egzavnebaT momxmareblebs, SeiZleba modifici-
rebul iqnen momxmareblis specifikis Sesabamisad da persona-
lizebuli. magaliTad, axalgazrda mSoblebs bavSvis zrdis
kvalobaze kompaniis marketingis samsaxuri gaugzavnis tan-
sacmlis, saTamaSoebis da sxva saqonlis axali saxeebis aRweri-
lobas. arsebobs pirdapiri marketingis mTeli rigi arxebi,
romlebic iZlevian SesaZleblobas mocul iqnes potenciuri
myidvelebi da arsebuli momxmareblebi (klientebi). maT mie-
kuTvneba: pirdapiri safosto gzavnilebi, katalogebi, tele-
marketingi, televizia da informaciis sxva saSualebebi pir-

355
dapiri gamoZaxilis SesaZleblobiT da eleqtronuli marke-
tingi.
pirdapiri marketingis yvelaze Tanamedrove arxebia eleq-
tronuli arxebi. interneti kompaniebsa da momxmareblebs uq-
mnis farTo SesaZleblobebs urTierTmoqmedebisa da indi-
vidualizaciisaTvis. winaT kompaniebi iyenebdnen standar-
tul saSualebebs: Jurnalebs, broSurebs, reklamas. amJamad
kompaniebs SeuZliaT SesTavazon momxmareblebs individua-
luri kontenti, xolo momxmareblebs SeuZliaT TavianT moT-
xovnas mianiWon individualuri xasiaTi; momxmareblebs SeuZ-
liaT urTierTimoqmedon da awarmoon dialogi adamianTa
jgufebTan. eleqtronuli marketingi viTardeba swrafi tem-
pebiT. rogorc Sedegi viTardeba informaciuli _ gajerebi-
Ti reklama, romelic aerTianebs animacias, videos, xmasa da
interaqtiul SesaZleblobebs. interaqtiul marketings gaaC-
nia mTeli rigi unikaluri upiratesobebi. internetSi SeiZle-
ba reklamis konteqsturi ganTavseba: kompaniebs SeuZliaT
reklama ganaTavson saitebze, romlebsac aqvT uSualo urTi-
erToba maT miwodebebTan, agreTve misi dakavSireba sakvanZo
sityvebTan, romlebic Seiyvaneba gamomyeneblebis mier Google
tipis saZiebo sistemebSi. amrigad, qseli iZleva adamianebTan
kontaqtze gasvlis SesaZleblobas im momentSi, rodesac maT
daiwyes yidvis procesi. agreTve aris SesaZlebloba im momxma-
rebelTa mocvisaTvis, romlebic sustad arian dainteresebu-
li informaciis sxva saSualebebSi (pirvel rigSi es Seexeba
televizias). gansakuTrebiT efeqtiania interneti adamianeb-
Tan kontaqtis poziciidan dRisiT.
kompaniis wanaSe dgas amocana: gadawydes, reklamis romeli
formebia internetSi yvelaze ekonomiuri da efeqtiani rek-
lamis miznebis miRwevis TvalsazrisiT. banerebi sworkuTxa
gamosaxulebebia teqstiT da, SesaZlebelia, grafikiTac. rac
ufro metia mocvis auditoria, miT ufro Zviri eRireba bane-
ris ganTavseba. zogierTi baneris publikacia saitebze ufa-
soa, barterul safuZvelze. internetis ganviTarebis gariJ-
raJze momxmareblebi sargeblobdnen banerebis 2-3%, romleb-
mac isini dainaxes. Semdgom es cifri Semcirda, da reklamis
mimcemebma mimarTes komunikaciis sxva formebs.
pirdapiri marketingis ZiriTadi da uZvelesi formaa kom-
paniis savaWro warmomadgenlebis kontaqtebi myidvelebTan.
sawarmoo kompaniebis umravlesoba potenciuri klientebis
gamovlenisa da maTi myidvelebad gardaqmnis sakiTxebSi da

356
dRes emyarebian umTavresad gasaRebis Tavisi samsaxurebis
muSakTa profesionalizms an iyeneben pirdapir gayidvaSi gare
savaWro warmomadgenelebsa da agentebs. savaWro personalis
rolis mniSvneloba marketinguli programebis ganxorciele-
baSi udavod didia. magram bevr kompaniaSi danaxarjebi gasa-
Rebis samsaxuris Senaxvaze mudmivad izrdeba (maRldeba xel-
fasis done, sakomisio gadasaxdelebi, bonusi, samivlinebo
xarjebi, damatebiTi SeRavaTebi).
termini savaWro warmomadgeneli moicavs TanamdebobaTa
farTo speqtrs. gamoyofen savaWro muSakebis eqvs tips savaW-
ro saqmianobis SemoqmedebiTi Semadgenlebis gaZlierebis kva-
lobaze.
¾ damtarebeli _ vaWrobis muSaki, romlis ZiriTadi mo-
valeobaa saqonlis (saTbobi, zeTi da sxv.) miwodeba;
¾ SekveTebis miReba _ vaWrobis muSaki, romelic dakave-
bulia ZiriTadi SekveTebis miRebiT. gamoyofen or tips:
`saSinao (saofise) muSakebi (gamyidveli, romelic dgas
daxlTan) da `sagareo~ muSakebi (kompaniis savaWro war-
momadgeneli, romelic awvdis sapons, urTierTobs su-
permarketebis menejerebTan);
¾ misioneri _ vaWrobis muSaki, romlis ZiriTadi amoca-
naa kargi urTierTobaTa damyareba realur da potenci-
ur gamomyeneblebTan an maTi swavleba (magaliTad medi-
kosi-konsultantni farmacevtuli kompaniidan);
¾ teqnikuri konsultanti _ vaWrobis muSaki, romelic
flobs teqnikur codnaTa maRal dones (magaliTad inJi-
neri, romelic asrulebs klienti kompaniebis konsul-
tantis funqciebs);
¾ moTxovnis organizatori _ vaWrobis muSaki, romelic
SemoqmedebiTi meTodebis gamoyenebiT yidis materia-
lur saqonels (mtversasrutebi, saojaxo saqoneli) an
momsaxurebas (dazRveva, sareklamo an saganmanaTleblo
momsaxureba;
¾ mza gadawyvetilebaTa gamyidveli specializdeba
myidvelTa problemebis aRmofxvraze, rogoroc wesi,
romlebic dakavSirebulia kompaniis saqonelTan da mom-
saxurebasTan da romlebzec igi muSaobs (magaliTad,
kompiuteruli da telekomunikaciuri sistemebi).
savaWro personali cocxali makavSirebeli rgolia kompa-
niasa da myidvels Soris. myidvelTa (momxmarebelTa umravle-
sobis cnobierebaSi savaWro warmomadgeneli, arsebiTad, aris
357
kompaniis saxe, misi wesi. swored mas moaqvs kompaniisTvis mom-
xmareblebis Sesaxeb informaciis ZiriTadi nawili. amitom
kompaniebma maqsimaluri yuradReeba unda dauTmon gasaRebis
samsaxuris organizaciis sakiTxebs, kerZod miznebis dasaxvas,
kompaniis muSaobis strategiis, struqturis, sididisa da Ta-
namSromelTa Sromis anazRaurebis sistemis gansazRvras (ix.
nax. 12.6).

nax. 12.6. gasaRebis samsaxuris organizacia

dro, rodesac savaWro personals evaleboda `gayidva, ga-

yidva da kidev erTxel gayidva~, warsuls Cabarda. savaWro
warmomadgenlebs unda SeeZloT myidvelTa problemebis ga-
movlena da gadawyveta. maT unda aCvenon, kompaniis daxmare-
biT rogor SeiZleba potenciurma myidvelma gazardos sar-
geblianoba.
kompaniis xelmZRvanelobam savaWro personalis winaSe un-
da dasaxos konkretuli miznebi. magaliTad, SeiZleba samuSao
drois 80% daeTmos arsebul momxmareblebTan (myidvelebTan)
muSaobas, xolo 20% _ perspeqtiuli myidvelebis moZiebas an
drois 85% TanamSromelma moaxmaros saqonlis ZiriTadi
asortimentis gayidas, xolom 15% _ dauTmos axal saqonels.
drois ganawilebis konkretuli sqema damokidebulia saqon-

358
lisa da momxmarebelTa tipze, magram nebismier SemTxvevaSi
vaWrobis muSakebi asruleben erT an ramdenime Semdeg amoca-
nas:
¾ potenciuri myidvelebis moZieba: pirebis moZieba,
romlebsac ZaluZT yidvis ganxorcieleba;
¾ miznobrivi myidvelebis (momxmareblebis) arCeva: ar-
sebul da potenciur myidvelebTan urTierTmoqmedebis
drois ganawileba;
¾ komunikaciebi: informaciis gavrceleba kompaniis sa-
qonelsa da momsaxurebaze;
¾ gayidvebi: gayidvis ganxorcieleba myidvelebTan kon-
taqtis damyarebis, saqonlis prezentaciisa da garige-
bis dadebis saSualebiT;
¾ momsaxureba: myidvelebisTvis sxavadasxva momsaxure-
bis SeTavazeba: konsultireba warmoSobil problemeb-
ze, teqnikuri daxmarebis aRmoCena, dakreditebis orga-
nizacia, saqonlis miwodebis kontroli;
¾ informaciis Segroveba: bazris gamokvlevaTa Catare-
ba da konkurentuli dazverva (dakvirveba);
¾ saqonlis pirveli rigis mimRebTa gansazRvra mi-
nimaluri maragis periodSi.
sabazro orientaciis poziciidan savaWro personalma unda
gaanalizos gayidvis monacemebi, Seafasos sabazro potencia-
li, moagrovos monacemebi bazris Sesaxeb, SeimuSavos marke-
tinguli strategiebi da gegmebi. gasaRebis samsaxuris Tanam-
Sromlebi aucilebelia flobdnen marketinguli analizis
Cvevebs, da rac ufro maRalia gasaRebis marTvis (menejmentis)
done, miT ufro saWiroa Cvevebi. marketingis specialistebi
miiCneven, rom savaWro personalis muSaobis efeqtianobis do-
ne ufro maRalia, Tu muSakebi aiTviseben ara marto gayidvebs,
aramed marketingsac. gasaRebis samsaxuris muSaobisadmi mid-
gomis arCevis Semdeg, kompanias SeuZlia pirdapir da sakont-
raqto savaWro personals Soris gaakeTos arCevani. pirdapi-
ri savaWro personali (kompaniis savaWro personali) Sedge-
ba kompaniis TanamSromelTa StatSi srul an arasrul ganak-
veTze momuSaveebisagan. igi iyofa saofise savaWro persona-
lad, romelic muSaobs ofisSi da amyarebs kontaqts myidve-
lebTan telefoniT an Rebulobs maT samuSao adgilebze da
savele vaWrobis muSakebad, romlebic dadian klientebTan
(myidvelebTan) Sesaxvedrad. kontraqtuli savaWro persona-
li Sedgeba savaWro warmomadgenlebisagan, agentebisa da bro-
359
kerebisagan, romlebsac uxdian sakomisio gasamrjelos maT
mier ganxorcielebuli gayidvisaTvis.
mas Semdeg, rac kompania gansazRvravs miznebs, strategias,
struqturas, gasaRebis samsaxuris personalis ricxovnobas
da misi gasamrjelos sistemas dgeba savaWro warmomadgenle-
bis SerCevis, daqiravebis, swavlebis, kontrolis, motivaciisa
da Sefasebis dro. TiToeul am etapze (nax. 12.7) gamoiyeneba
Tavisi politika da procedurebi.

nax. 12.7. savaWro personalis marTva

gayidvis procesSi pirveli nabiji potenciuri SemkveTebis

moZieba da Sefasebaa. bevri kompania Tavis Tavze iRebs per-
speqtiuli myidvelebis moZiebisa da Sefasebis valdebulebas,
xolo savaWro warmomadgenlebs SeuZliaT mTlianad gamoiye-
non Tavisi Zvirfasi dro da gamocdileba gayidvebis ganxor-
cielebaze.
piradi gayidvebi erT-erTi uZvelesi xelovnebaa, romel-
sac mieZRvna istoriuli da mecnieruli literaturis mrava-
li tomi. efeqtiani gamyidveli ara marto flobs instiqts,
aramed igi dauflebulia momxmarebelTa (myidvelTa) qcevis
analizisa da marTvis meTodebs. Tanamedrove kompaniebi sa-

360
vaWro personalis swavlebaSi aseuli milionobiT investire-
bas axdenen wlis ganmavlobaSi. yvela midgoma gayidvebis swav-
lebisadmi (dauflebisadmi) mimarTulia imaze, rom vaWrobis
muSaki SekveTebis pasiuri mimRebidan gardaiqmnas aqtiur mom-
poveblad, romelsac ZaluZs gadawyvitos myidvelTa proble-
mebi. vaWrobis muSaki swavlobs mosmenasa da saubris agebas
ise, rom gamoavlinos myidvelis moTxovnilebebi da SesTava-
zos mas maTi dakmayofilebis qmediTi gadawyveta. mocemul
midgomaSi ivaraudeba, rom myidvelebs gaaCniaT gaucnobiere-
beli moTxovnilebebi, romelTa gamovlena qmnis komerciul
SesaZleblobebs, da rom myidvelebi loialurad epyrobian sa-
vaWro warmomadgenlebs, romlebic miiswrafvian SesTavazon
gadawyvetileba, romelic upasuxebs momxmareblis grZelva-
dian interesebs. vaWrobis muSakTa swavlebis programebis um-
ravlesoba moicavs gayidvis efeqtiani procesis erTi da igive
ZiriTad etapebs. es etapebi asaxulia 12.8 naxazze.

nax. 12.8. gayidvis efeqtiani procesis ZiriTadi etapebi

piradi gayidvebi da molaparakebaTa warmoeba mimarTulia
klientebTan (momxmareblebTan) konkretuli garigebis da-
debaze. magram bevr SemTxvevaSi kompania dainteresebulia
361
ara swrafad gayidviT, aramed myidvelTan grZelvadiani Ta-
namSromlobis damyarebaSi mimwodeblis saxiT. Tanamedrove
korporaciuli klientebi msxvili kompaniebia, xandaxan globa-
luric ki. urTierTobebis (partnioruli urTierTobebis)
programebis jerovan Sesrulebisas kompania klientebTan ur-
TierTobas aranakleb yuradRebas aqcevs, vidre Tavisi war-
moebis problemebs. amave dros angariSi unda gaewios imas, rom,
miuxedavad urTierTobis marketingisadmi gamarTlebuli in-
teresisa, es meTodi ar aris universaluri da efeqtiani yvela
situaciaSi. amitom kompaniam TviTon unda gansazRvros, baz-
ris romel segmentSi da konkretulad romeli momxmareblebi
reagireben dadebiTad partnioruli urTierTobebis mar-
Tvis mis mcdelobebze.

12.4. win waweva rogorc marketinguli

komunikaciebis procesi

marketingis praqtikam SeimuSava specialuri cneba `win

waweva~, romelic moicavs kompaniis bazarTan komunikaciuri
kavSirebis mTel sistemas. imisaTvis rom uzrunvelyofil
iqnes moTxovnisa da miwodebis efeqtiani Sexameba (SeTanxmeba),
gacvlis procesis monawileebs Soris unda xdebodes infor-
maciuli nakadis cirkulireba. isini gamomdinareoben upira-
tesad kompaniidan da mowodebulni arian dayvanil iqnen baz-
ramde rogor poziciazea esa Tu is saqoneli, savaWro marka
an kompania mTlianad. amitom win waweva marketingis sistemaSi
asrulebs sargeblis Sesaxeb informaciis gadacemis aqti-
ur rols, romelic gadaecema momxmareblebs kompaniis mar-
ketingul ZalisxmevaTa kompleqsis mTeli elementebiT. sa-
qonlis win wawevis formebi mravalferovania. maTgan mTava-
ria reklamis sxvadasxva saxeebi, personaluri (piradi) gayidve-
bi, moTxovnis formireba da gasaRebis stimulireba, kavSirebi
sazogadoebriobasTan, agreTve gamoZaxilebis gamoyeneba ma-
sobrivi informaciis saSualebebSi, safirmo stilis, dadebi-
Ti imijis Seqmna, sponsorobis ganxorcieleba, prezentaciis
Catareba da sxv. amrigad, win wawevis obieqtia momxmarebelTa
qceva, misi SemecnebiTi, emociuri da qceviTi reaqciebi. win
wawevis saSualebebia reklama, personaluri gayidvebi, sti-
mulireba da kavSirebi sazogadoebriobasTan, romlebic gamoi-
yeneba, rogorc wesi, integrirebuli saxiT.

362
 komunikaciebis procesi aRiwereba komunikaciuri mode-
lis daxmarebiT. igi moicavs rig elementebs (nax. 12.9). infor-
maciis wyaroa TviT kompania, romelic amyarebs komunikaci-
ur kavSirs bazarTan. informacia Seicavs cnobebs, romlebic
kompaniam unda daiyvanos momxmareblebamde Tavisi saqonlis,
misi fasis, gayidvis pirobebis da a. S. Sesaxeb. specialur gar-
daqmnaTa (Semoqmedeba, kreativi) daxmarebiT warmoebs in-
formaciis kodireba momxmarebelTa cnobierebaSi (gamosaxu-
leba, simboloebi, xma, teqsti da sxv.). ufro Rrma SeRwevis
mizniT. Setyobinebebi SeiZleba gadaices masobrivi informa-
ciis sxvadasxva saSualebebis (interneti, televizia, presa
da a. S.) gamoyenebiT. win wawevis programa (gegma) aigeba sxva-
dasxva komunikaciuri saSualebebis integrirebuli gamoye-
nebis principebisa da meTodebis safuZvelze. ufro farTo
gagebiT Tanamedrove integrirebuli midgoma mdgomareobs
marketing-miqsis kompleqsis yvela instrumentis gaerTiane-
bul gamoyenebaSi. instrumentebis arCeva win wawevis progra-
misaTvis da maTi integracia ganisazRvreba rigi sakvanZo kri-
teriumebiT:

nax. 12.9. komunikaciuri modeli

¾ miznobrivi auditoriis specifika (momxmareblebi an me-

nejerebi);
¾ sareklamo Setyobinebis xasiaTi (Seupovari mimarTva an
kompleqsuri argumentis gadacema);
¾ danaxarjebi (sxvadasxvba arxebis gamoyeneba, sxvadas-
xva dro da a. S.);
¾ miRebuli Sedegebis gazomvis SesaZleblobebi (testi-
reba `manamde da Semdeg~);
¾ kompaniis Catarebis kontroli (miRebuli programis Ses-
ruleba).

363
 Tu marketing-miqsis yvela elementi, mimarTulia komuni-
kaciaze erTi mimarTulebiT, maSin, rogorc wesi, warmoiSoba
sinergizmis efeqti.
komunikaciebs axasiaTebT Taviseburebebi internetSi:
¾ Cveulebriv masobrivi informaciis saSualebebSi infor-
macia moZraobs reklamis mimcemidan momxmareblisken
(`push~ - modeli), internetSi momxmarebeli TviTon
eZebs misTvis saintereso informacias (`pull~ - modeli);
¾ aucilebelia gamoyenebul iqnes momxmarebelTa Cabma
gamyidvelebis saitebze, serverebis registraciaSi sa-
Ziebo manqanebze, miTiTebaTa ganTavseba serveris kata-
logebze, sabanero sareklamo gancxadebebisa serve-
rebze da gzavnilebisa eleqtronuli fostiT, serve-
ris gamoyeneba reklamis tradiciul saSualebebSi;
¾ interaqtiuroba iZleva saSualebas swrafi reagireba
moxdes informaciaze, yidvis ganxorcielebamde;
¾ saSualebaTa uzarmazari komunikaciuri SesaZleblo-
bebi ara marto statikuri informaciaa, aramed dinami-
kuric _ moZraoba, xma, animacia;
¾ monawileobis efeqti, navigacia TavisTavad kmayofile-
bas aniWebs potenciur myidvels (momxmarebels).
saqarTveloSi axali saSualebebis gamoyenebis ZiriTadi
SezRudvebia mosaxleobis Semosavlebis dabali done (msof-
lioSi internetis gamomyeneblis saSualo Semosavali Sead-
gens $52 aTass); gamomyenebelTaTvis sirTulis done; kavSir-
gabmulobis arxebSi gadacemis siCqaris SezRudvebi; usafrT-
xoebis problemebi.

daskvnebi

1. Tanamedrove marketingi moiTxovs ara martivad kargi sa-

qonlis damuSavebas, masze xelsayreli fasis dawesebasa
da miznobrivi myidvelebisTvis (momxmareblebisTvis) mis
xelmisawvdomobas. kompaniebma agreTve unda ganaxorcie-
lon saqonlis win waweva imaTTvis, vinc ukve an potenciu-
rad maszea dainteresebuli.
2. marketinguli komunikaciebis kompleqsi Sedgeba eqvsi Zi-
riTadi saxisagan: reklama, gasaRebis stimulireba, kavSi-
rebi sazogadoebriobasTan, sponsoroba, pirdapiri marke-
tingi da pirdapiri gayidva.

364
3. komunikaciis procesi Sedgeba cxra elementisagan: gamg-
zavni, mimRebi, Setyobineba, informaciis gadacemis saSua-
leba, kodireba, dekodireba, sapasuxo reaqcia, ukukavSiri
da dabrkolebebi. komunikaciis procesi aisaxeba komuni-
kaciur modelSi.
4. efeqtiani komunikaciebis damuSaveba moicavs rva etaps:
miznobrivi auditoriis gansazRvra, komunikaciis miznebis
dasaxva, Setyobinebis damuSaveba, komunikaciis arxebis ar-
Ceva, biujetis sididis gansazRvra, marketinguli komuni-
kaciebis kompleqsis Sedgena, Sedegebis Sefaseba, integri-
rebuli marketinguli komunikaciebis marTva. komunika-
ciis mTeli procesis koordinacia da marTva moiTxovs in-
tegrirebul midgomas _ marketinguli komunikaciebis
iseT dagegmvas, romelic aRiarebs kompleqsuri midgomis
gaumjobesebul faseulobas.
5. sareklamo programis damuSavebis procesi iyofa xuT eta-
pad: sareklamo kampaniis miznebis dasaxva; misi biujetis
gansazRvra; sareklamo mimarTvisa da SemoqmedebiTi stra-
tegiis Sinaarsis gansazRvra; informaciis saSualebebis
arCeva; komunikaciuri efeqtisa da gasaRebis efeqtis Se-
faseba.
6. gasaRebis stimulireba moicavs waxalisebis mravalfero-
van saSualebebs, romlebic mowodebulia gansazRvruli
saqonlis an momsaxurebis swrafi yidva momxmareblebis an
vaWrobis sawarmoebis mier. gasaRebis stimulireba moicavs
momxmarebelTa, movaWreTa, saqmiani partniorebisa da sa-
vaWro personalis stimulirebis saSualebebs (speciali-
zebuli gamofenebi da konferenciebi, konkuresebi savaW-
ro warmomadgenlebs Soris, suvenirebis reklama).
7. sponsoruli marketingi da STabeWdilebaTa marketingi _
eseni arian momxmarebelTa cxovrebaSi gansakuTrebuli,
personalurad mniSvnelovani momentebis nawilad gaxdo-
mis saSualeba. RonisZiebebSi monawileobas SeuZlia gaa-
farToos da gaaRrmaos sponsoris kavSirebi miznobriv ba-
zarTan, magram mxolod sponsoruli saqmianobis swori or-
ganizaciis pirobebSi.
8. sazogadoebriobasTan kavSirebi (PR) mravalferovani prog-
ramebia, romlebic mimarTulia win wawevaze an kompaniis an
misi calkeuli saqonlis imijis dacvaze. bevri kompania iye-
nebs sazogadoebriobasTan kavSirebis marketings. PR Ziri-

365
 Tadi instrumentebia: publikaciebi, RonisZiebebi, siaxlee-
bi, gamosvlebi, sazogadoebrivi moRvaweoba.
9. pirdapiri marketingi interaqtiuli marketinguli siste-
maa, romelSic erTi an ramdenime arxis daxmarebiT aucile-
belia ganisazRvros misi miznebi, gamoiyos gasaRebis miz-
nobrivi bazrebi da miznobrivi myidvelebi, damuSavdes mi-
wodebebi da fasebi; momzadebuli kampania unda iqnes tes-
tirebuli.
10. pirdapiri marketingis ZiriTad arxebs ganekuTvnebian: pi-
radi gayidvebi, pirdapiri safosto gzavnili, telemarke-
tingi, gayidvebi Web-saitisa da mobiluri mowyobilobis
meSveobiT.
11. savaWro personali damakavSirebuli rgolia kompaniasa da
mis myidvelebs Soris. bevri momxmareblisaTvis (klienti-
saTvis) savaWro warmomadgeneli ganasaxierebs kompanias,
da igi agreTve warmoadgens kompaniisTvis aucilebeli in-
formaciis wyaros myidvelTa Sesaxeb.
12. gasaRebis samsaxuris organizacia gulisxmobs misi mizne-
bis, gansazRvras, muSaobis strategiis, struqturis, si-
didisa da TanamSromelTa Sromis anazRaurebis sistemebis
gansazRvras. gasaRebis samsaxuris miznebia potenciur
myidvelTa (momxmarebelTa) moZieba, miznobrivi bazrebis
arCeva, komunikaciebi momxmareblebTan, gayidvebi, momsa-
xureba, informaciis Segroveba da saqonlis gavrceleba.
13. savaWro personalis marTva moicavs xuT etaps: savaWro
warmomadgenlebis SerCeva da daqiraveba; gayidvebis me-
Todikebis daufleba muSakebis mier da maT mier kompaniis
saqonlis, misi politikisa da myidvelTa dakmayofileba-
ze orientaciis Seswavla; savaWro personalis saqmianobis
kontroli, daxmareba samuSao drois efeqtian dagegmvaSi;
savaWro personalis motivacia, savaWro kvotebis, muSak-
Ta waxalisebisa da damatebiTi stimulebis balansi; Sro-
mis Sefaseba individualur da koleqtiur doneze.
14. gayidvis xelovnebasTan erTad gasaRebis samsaxuris muSa-
kebi unda flobdnen analizisa da myidvelTa marTvis me-
Todebs. universaluri midgomebi ar arsebobs, magram ga-
yidvis procesebis programebis umravlesoba iyofa Svid
etapad: potenciuri klientebis (momxmareblebis) moZieba
da Sefaseba; momzadeba kontraqtisaTvis; TviT kontaqti;
prezentacia da demonstracia; dabrkolebaTa gadalaxva;
garigebis dadeba; myidvelis (klientis) gacileba.

366
15. saqonlis wawevis meqanizmia komunikaciis procesi (urTi-
erTobis forma kompaniis bazarTan pirdapiri da ukukavSi-
ris safuZvelze). win wawevis obieqtia momxmarebelTa qceva,
misi SemecnebiTi, emociuri da qceviTi reaqciebi. win wawevis
saSualebebia: reklama, personaluri gayidvebi, gasaRebis
stimulireba da kavSiri sazogadoebriobasTan, romlebsac,
rogorc wesi, iyeneben integrirebuli saxiT.

367
 Tavi 13. axali sabazro miwodebebis
damuSaveba
13.1. axali saqonlis damuSavebis organizacia

kompaniebma Semosavlebis gadidebisaTvis unda daamuSavon

axali saqoneli da gavidnen axal bazrebze. axali damuSavebe-
bi gansazRvraven kompaniis momavals. Zveli saqonlis Secvla
axali an gaumjobesebuli saqonliT iZleva SesaZleblobas gai-
zardos gayidvebis moculoba. inovaciuri kompaniebi, rogorc
wesi, Zalian did yuradRebas uTmoben axal saqonels. mTavari
roli axali saqonlis damuSavebaSi ganekuTvneba kompaniis mar-
ketingis samsaxuris (specialistebs), romelic axdens axali
ideebis generirebasa da Sefasebas da monawileobs samecniero-
kvleviT da sacdel-sakonstruqtoro samuSaoebis samsaxurTan
da sxva qvedanayofebTan erTad saqonlis Seqmnis yvela stadiaSi.
kompanias SeuZlia miiRos axali saqoneli mis damzadebaze
uflebis SeZenis an sakuTari ZalebiT misi damuSavebis gziT. Se-
Zena SeiZleba ganxorcieldes sam variantad: kompaniam SeiZleba
SeiZinos sxva kompania an gaerTiandes masTan; iyidos patenti
(patentebi); SeiZinos licenzia an gaaformos kontraqti (xel-
Sekruleba) frenSaizingis Sesaxeb. magaliTad, cnobilma Svei-
cariulma kompaniam Nestle-m gaafarTova Tavisi saqmianoba Crdi-
loeT amerikaSi iseTi sxvadasxva brendebis SeZenis gziT, rogo-
ricaa `Carnation~, `Hills Brothers~, `Stouffer's~ da `Ralston Purina~.
axali saqonlis damuSaveba xarcieldeba ori gziT: 1) kompa-
nias SeuZlia axali saqoneli daamuSavos sakuTar laboratori-
ebSi; 2) kompanias SeuZlia gaaformos kontraqti sxva kompanias-
Tan, romelic specializebulia siaxleebis damuSavebaze. gamo-
yofen axali saqonlis eqvs kategorias:
¾ msoflio siaxleebi: axali saqoneli, romlis Seqmna iw-
vevs sruliad axali bazris formirebas;
¾ axali sasaqonlo xazebi: axali saqoneli, romelic kom-
panias aZlevs SesaZleblobas gavides pirvelad ukve arse-
bul bazarze;
¾ arsebuli sasaqonlo xazebis gafarToeba: axali saqo-
neli, romelic warmoadgens ukve arsebuli sasaqonlo xa-
zebis damatebas (axali dafasoeba, Semavseblebi da a. S.);
¾ arsebuli saqonlis srulyofa da modifikacia: axali
saqoneli gaumjobesebuli maxasiaTeblebiT an myidvelis

368
 TvalsazrisiT ufro maRali donis faseuloba, romel-
sac ZaluZs gamodevnos bazarze arsebuli produqtebi;
¾ repozicirebuli saqoneli: arsebuli saqoneli, rome-
lic gankuTvnilia axali bazrebisaTvis an bazris segmen-
tebisaTvis;
¾ gaiafebuli versiebi: axali saqoneli, romelic flobs
iseT Tvisebebs, rogorc misi adrindeli (winamorbedi) sa-
qoneli, magram ufro iafia.
yvela axali saqonlis mxolod 10%-ze naklebi warmoadgens
namdvilad originalur saqonels da ganekuTvneba msoflio si-
axleebs. misi damuSaveba da warmoebis organizacia moiTxoven
did danaxarjebsa da risks, vinaidan saqoneli ar aris cnobili
arc kompaniisTvis, arc bazrisTvis. damuSavebaTa umravlesoba
mimarTulia arsebuli saqonlis srulyofaze. magaliTad,
`Sony~ kompaniaSi saqonlis gaumjobesebiT dakavebulia samec-
niero-kvleviT da sacdel-sakonstruqtoro samuSaoTa ganyo-
filebis TanamSromelTa 80%. axali saqonlis gamoSveba da sa-
vaWro markebis gafarToeba monaTesave sasaqonlo kategorieb-
Si TviT brendis gafarToebis erT-erTi saSualebaa. kompania
`Nike~-m daiwyo saqmianoba rogorc sirbilis fexsacmlis mwar-
moebelma, xolo amJamad konkurirebs sportisTvis yvela kate-
goriis saqonelTan, es iqneba fexsacmeli, tansacmeli Tu mow-
yobiloba.
cvlilebebis globalizaciasTan dakavSirebiT ekonomikasa
da biznesSi inovaciebi gardauvalia. kompaniebis umravlesoba
iSviaTad uSvebs axal saqonels da mxolod erTeulebi arian
mudmivad dasaqmebulebi inovaciebiT. kompaniebi, romlebic ar
arian dasaqmebulebi axali saqonlis damuSavebiT, Zlier riska-
ven. moTxovna arsebul saqonelze damokidebulia myidvelTa
(momxmarebelTa) moTxovnilebebisa da gemovnebis cvlile-
bebze, axali teqnologiebis gamoCenaze, saqonlis sasicocxlo
ciklis Semcirebasa da sul ufro gamwvavebul konkurenciaze
saSinao da saerTaSoriso bazrebze. kompaniebi, romlebmac ga-
uZles konkurencias, amjobineben TandaTanobiT inovaciebs,
maSin roca axali kompaniebi qmnian ufro iaf teqnologiebs,
romlebsac ZaluZT daarRvion konkurentuli Zalebis balansi.
tradiciuli kompaniebi reagireben aseT axalSemonaRebebze ne-
la, rom araferi iTqvas ukve maTze investiciebis Sesaxeb. amave
dros axali saqonlis damuSavebas SeiZleba Tan axldes saf-
rTxeebi. axali saqoneli xSirad ganicdis marcxs, da es ar SeiZ-
leba ar iwvevdes safrTxes. bolo gamokvlevebiT aSS-Si marcxs
369
ganicdis axali saqonlis 95%, evropaSi _ 90%. fiaskos mizeze-
bi SeiZleba iyos marketinguli kvlevebis uaryofiTi Sedegebis
ignorireba an araswori interpretacia, bazris tevadobis zed-
metad Sefaseba, damuSavebis danaxarjebis maRali done, mza na-
warmis konstruqciuli naklovanebebi, warumatebeli pozici-
reba, araefeqtiani reklama an arasworad dawesebuli fasi, dax-
marebis ararseboba distributorebis mxridan da, bunebrivia,
konkurentebis sapasuxo moqmedebebi.
gamokvlevebiT gamovlinda, rom siaxleebisa da sabazro
warmatebis mTavari faqtoria TviT saqoneli, misi originalu-
roba da xarisxi. aseTi saqoneli aRwevs warmatebas 98% Sem-
TxvevaSi, maSin rodesac saqoneli saSualo upiratesobebiT _
mxolod 58% SemTxvevaSi, xolo saqoneli minimaluri upirate-
sobebiT _ 18% SemTxvevaSi. warmatebis kidev erTi sakvanZo
faqtoria saqonlis zustad gansazRvruli koncefcia an idea,
e. i. kompaniam gulmodgined airCios da Seafasos miznobrivi ba-
zari, gansazRvros moTxovnebi saqonlis mimarT da misi upira-
tesobebi. warmatebis sxva faqtoria mWidro urTierTkavSiri
warmoebasa da marketings Soris, Sesrulebis xarisxi axali sa-
qonlis Seqmnis yvela etapze da sabazro mimzidveloba.
kompanias bazris segmentirebis, miznobrivi momxmareblebis
(myidvelebis) SerCevis, maTi moTxovnis gansazRvrisa da sabaz-
ro poziciis arCevis Semdeg SeuZlia Seudges uSualod axali
saqonlis damuSavebas. xelmZRvanelobam (menejerebma) unda gan-
sazRvron kompanis prioritetuli sferoebi, axali saqonlis
kategoriebi, romlebsac eniWebaT mTavari roli, da aseTi sa-
qonlis arCevis kriteriumi. magaliTad, `Ceneral Motors~-Si moq-
medebs aseTi kriteriumi: axalma modelma unda moitanos ara-
naklebi $400 milioni Semosavali. swored aseTi Tanxa jdeba
axali avtomobilebis warmoebaSi CaSveba. sxva kompaniebSi dad-
genilia Semdegi kriteriumebi:
¾ saqoneli SeiZleba gatanil iqnes bazarze 5 wlis ganmav-
lobaSi;
¾ saqonlis sabazro potenciali Seadgens ara nakleb $50
milions, xolo zrdis tempi _ ara nakleb 15%-s;
¾ gayidvebis rentabelobam unda Seadginos ara nakleb 30%,
xolo investiciebis rentabelobam _ ara naklebi 40%;
¾ saqoneli unda gaxdes lideri an Tavisi teqnikuri maxasi-
aTeblebiT, an sabazro maCveneblebiT.
kompaniis xelmZRvanelobam unda gadawyvitos, ramdeni fu-
li gamoyos axali saqonlis damuSavebaze. kvleviTi da sakon-
370
struqtoro samuSaoebis Sedegebi imdenad araprognozireba-
dia, rom Cveulebrivi sainvesticio kriteriumebi am SemTxve-
vaSi ar gamoiyeneba. zogierTi kompania eweva rac SeiZleba meti
raodenobis proeqtebis finansirebas im imediT, rom zogierTe-
bi mainc iqneba warmatebuli. sxva kompaniebi kvleviTi da sakon-
stuqtoro samuSaoebis biujets gansazRvraven, amonagebidan
gansazRvruli procentis odenobiT an xarjaven resursebs
konkurentebze orientaciiT. kompaniebis mesame jgufi gansaz-
Rvravs siaxleTa ricxvs, romlebic unda damuSavdes, ris Sem-
deg afaseben gamocdilebaze dayrdnobiT (igulisxmeba samec-
niero-kvleviTi da sacdel-sakonstruqtoro samuSaoTa dana-
xarjebi).
bevri kompania axali ideebis moZiebas akisrebs sawarmoTa
ganyofilebis menejerebs. magram Cveulebrivad menejerebi
imdenad arian dakavebulni ukve warmoebaSi arsebuli sasaqon-
lo xazebiT, rom jerovan yuradRebas ver uTmoben axal damu-
Savebebs. garda amisa maT ar yofniT codna da Cvevebi, romle-
bic aucilebelia siaxleebis damuSavebisa da kritikuli Sefa-
sebisaTvis. msxvil kompaniebSi arseboben axali saqonlis gan-
yofilebebi, romelTa menejerebi sargebloben farTo ufle-
bamosilebiT da gaaCniaT maT daubrkolebeli misawvdomoba
top-menejmentTan. aseTi qvedanayofis amocanebSi moiazreba
axali ideebis generireba da SerCeva, erToblivi muSaoba samec-
niero-kvleviT da sacdel-sakonstruqtoro samuSaoTa ganyo-
filebasTan, axali saqonlis testirebisa da misi warmoebis or-
ganizacia. zogierTi kompania xSirad axali saqonlis damuSave-
bas avalebs e. w. venCurul gundebs (kompaniebs), romlebic
Sedgebian kompaniis sxvadasxva ganyofilebebis warmomadgenle-
bisagan da pasuxs ageben romelime konkretuli saqonlis an saq-
mianobis saxis damuSavebisaTvis.
mniSvnelovania sakiTxi axali saqonlis damuSavebis funqci-
aTaSorisi venCuruli gundebisaTvis kadrebis SerCevis krite-
riumebis Sesaxeb:
¾ kompetenturobis done da jgufis menejeris muSaobis
stili. rac ufro rTulia axali saqonlis koncefcia,
miT ufro maRali unda iyos menejeris kompetenturobis
done;
¾ TanamSromleTa profesionalizmisa da kompetenturobis
done;

371
 ¾ dainteresebulobis done saqonlis koncefciis rea-
lizaciaSi. ramdenad didia jgufis monawileTa dainte-
resebuleba SeTavazebuli koncefciis realizaciaSi?
¾ personaluri gasamrjelo. `me ra meqneba amisagan~?
Tqven rogor varaudobT jgufis monawileTa stimulire-
bas?
¾ jgufis monawileTa nairsaxeoba. kompetenturobis, ga-
mocdilebis, codnis sxvadasxva done; sxvadasxva sqesis,
sxvadasxva erovnebis da a. S. pirebi. rac ufro maRalia
jgufis wevrebis nairsaxeobis xarisxi, miT ufro farToa
maTi azrebis nakrebi da maRalia maTi SemoqmedebiTi po-
tenciali.
axali saqonlis damuSavebis procesis etapebi warmodge-
nilia 13.1 naxazze. bevr kompaniaSi erTdroulad xorcieldeba
ramdenime proeqti, romelTaganac TiToeuli mzadyofnis sta-
diaSia. TviT procesi SeiZleba warmodgenili iqnes Zabris sa-
xiT: axali saqonlis ideebisa da koncefciebis didi ricxvidan
xdeba bevris gacxrilva da rCeba ramdenime siaxle, romelic ga-
dis bazarze. amasTan xdeba gansaxilveli proeqtebis gaumjobe-
seba.
axali saqonlis damuSavebis procesi iwyeba ideis moZiebidan
(Zebnidan). marketingis eqspertebis nawili miiCnevs, rom yvela-
ze didi SesaZleblobebi da potenciali axali saqonlisTvis
aris myidvelTa moTxovnileba da/an teqnologiuri siaxle.
axali saqonlis ideebis wyaroebi mravalia: isini SeiZleba ga-
movlindnen mravalferovan adamianebTan urTierTobebis pro-
cesSi da specialuri meTodikebis gamoyenebis msvlelobaSi.
cnobilia axali saqonlis ideebis generirebis aTi wesi:
1. myidvelTa (momxmarebelTa) araformaluri Sexvedrebis
Catareba kompanis konstruqtorebTan da dizainerebTan,
romelTa drosac ganixileba momxmarebelTa (klientTa)
moTxovnileba da problemebi, agreTve maTi gadawyvetis
SesaZlo variantebi.
2. specialistebisaTvis damatebiTi Tavisufali drois mi-
cema, romelsac isini iyeneben sakuTari proeqtebis mom-
zadebaze.
3. kompaniaSi (sawarmoSi) eqskursiebis dros specialuri se-
ansebis Catareba, romelTa mTavari monawileebi unda iy-
vnen myidvelebi.
4. myidvelTa urTierTobebis Seswavla kompanis produq-
ciis da konkurentebis analogiuri saqonlis mimarT.

372
373
5. myidvelTa faruli anu `naturuli~ gamokvleva rogorc amas
akeTeben cnobili kompaniebi (Fluke, Hewlett-Paskard da sxv.).
5. interaqtiuli seansebis gamoyeneba, rodesac myidvelTa
jgufi koncentrirdeba problemebze, xolo kompaniis
specialistebi, romlebic imyofebian mezobel oTaxSi,
cdiloben adgilze opovon gonivruli gadawyvetile-
bebi. zogierTi varianti aqve miewodeba myidvelebs.
6. informaciis regularuli moZieba sxvadasxva qveynebis
dargobriv gamocemebSi sakvanZo sakiTxebze.
7. specializebuli gamofenebis daTvaliereba.
8. teqnikuri da savaWro personalis mier mimwodebeli
kompaniebis laboratoriebis daTvaliereba da gacnoba
teqnologiur da warmoebiTi procesebis siaxleebTan.
9. kompaniis specialistebisa da sxva TanamSromlebisaTvis
misawvdomi `ideaTa bankis~ Seqmna.
axali saqonlis ideebi SeiZleba gamovlindes bevri wya-
rodan: momxmareblebidan, mecnierebebidan (marketologebi-
dan), konkurentebidan, kompaniis mosamaxureebidan, gavrce-
lebis arxebis wevrebidan, top-menejerebidan. kompaniam unda
Seqmnas TanamSromlebisTvis stimulebi imisaTvis, rom isini
gaecvnen ideebis menejeris winadadebebs, romlis saxeli da
telefonis nomeri unda iyos cnobili yvela muSakisTvis. mi-
Rebuli winadadebebi yovelkvartalurad waredgineba gansa-
xilvelad ideebis komitets, romelic axdens maT klasifi-
cirebas rogorc perspeqtiul, dasaSveb da uperspeqtivo
(uaryofil) winadadebebs. yvela perspeqtiuli idea ixileba
komitetis wevrebis mier, romlebic morig sxdomaze gamoTqva-
men TavianT mosazrebas miRebuli winadadebebis Sesaxeb. idea,
romelmac gaiara aseTi SerCeva, ganicdis srulmasStabian Se-
mowmebas. ideebis arCevisas kompania unda ecados Tavidan ai-
cilos ori tipis Secdoma: `ara~ tipis Secdoma da `ki~ tipis
Secdoma.
ideis SerCevis mizania rac SeiZleba ufro adre moxdes wa-
rumatebeli winadadebebis gacxrilva, vinaidan procesis Ti-
Toeul Semdgom etapze danaxarjebi saqonlis damuSavebaze
izrdeba. kompaniebis umravlesoba moiTxovs winadadebaTa
standartul gaformebas, rac amartivebs axal saqonelze ko-
mitetis mier maTi ganxilvisa da Sefasebis process. ganacxa-
di unda Seicavdes saqonlis ideas, miznobrivi bazrisa da kon-
kurentebis analizs, agreTve bazris tevadobis, saqonlis fa-
sis miaxloebiT Sefasebas, aucilebelia agreTve Sefasdes ma-

374
terialuri resursebi da SromiTi danaxarjebi, sawarmoo xar-
jebi da rentabeloba. komiteti amowmebs TiToeul ideas mTeli
rigi kriteriumebis mixedviT. magaliTad, akmayofilebs Tu
ara saqoneli myidvelTa moTxovnilebas? uzrunvelyofs Tu
ara igi faseulobas _ miiRweva Tu ara xarisxis maRali do-
nisa da xelsayrel fass Soris Sexameba? gamoiwvevs Tu ara sa-
reklamo kampania imas, rom myidvelebi gamoyofen axal sa-
qonels misi saerTo masidan? flobs Tu ara kompania aucile-
bel `nou-hausa~ da fulad saxsrebs? uzrunvelyofs axali
produqti gayidvebis moculobas, zrdis tempsa da mogebas?
ideis damuSavebis procesSi aucilebelia mudmivad ganxi-
lul iqnes axali saqonlis warmatebis saerTo albaTobis Se-
faseba, Semdegi formulis gamoyenebiT:
warmatebis saerTo albaToba = damuSavebis teqnikuri
dasrulebis albaToba x komerciul warmoebaSi CaSvebis alba-
Toba teqnikuri dasrulebis pirobebSi x ekonomikuri warma-
tebis albaToba komerciul warmoebaSi CaSvebis pirobebSi.

13.2. axali saqonlis damuSavebis

procesis marTva

rogorc aRiniSna, axali saqonlis damuSavebis procesi iwye-

ba Sesabamisi ideebis ganxilviT. mimzidveli ideebi gardaiqmne-
bian Semowmebas daqvemdebarebul saqonlis koncefciebad.
saqonlis idea esaa zogadi warmodgena produqtis Sesaxeb,
romelic kompanias SeuZlia miawodos bazars. saqonlis kon-
cefcia esaa ideis damuSavebuli varianti, romelic Camoya-
libebulia momxmareblisTvis (myidvelisTvis) mniSvnelovani
saxiT. magaliTad, kompania, romelic awarmoebs kvebis pro-
duqtebs, Rebulobs fxvnilis ideas, romelic rZeze damate-
bisas gardaqmnis mas noyier saWmelad da aumjobesebs mis ge-
mos. amaSi mdgomareobs saqonlis idea. momxmareblebi iZenen
ara ideebs; isini yiduloben saqonels rogorc koncefcias.
idea SeiZleba ganviTardes saqonlis ramdenime koncefciad:
1) vin gamoiyenebs saqonels? mocemuli fxvnili SeiZleba gan-
kuTvnili iyos bavSvebisaTvis, mozardebisaTvis, axalgazrde-
bisaTvis da a. S.; 2) ra ZiraTad upiratesobebs unda flobdes
saqoneli? 3) momxmarebeli rodis miiRebs kvebis produqts?
(sauzme, lanCi, sadili da sxv.). am kiTxvebze pasuxis gacemiT
kompanias SeuZlia saqonlis ramdenime koncefciis SeTavazeba.
Semdgomi nabijia saqonlis koncefciis ganviTareba savaWro

375
markis koncefciad. axali marka sagrZnoblad iqneba gansxva-
vebuli arsebuli produqtebisagan, Tu produqti iqneba sa-
Sualo donis fasiTa da kaloriulobiT an produqti fasisa
da kaloriulobis maRali doniT.
koncefciis Semowmeba iTvaliswinebs mis testirebas miz-
nobriv momxmarebelTa jgufze maTi reaqciis gamovlenis
mizniT. saqonlis koncefciebi SeiZleba warmodgenil iqnen
simboluri an materialuri formiT. Semowmebis Sedegebi miT
ufro saimedoa, rac ufro didia msgavseba satesto koncef-
ciasa da saboloo produqts an STabeWdilebas Soris. war-
sulSi saqonlis realuri prototipis Seqmna iyo xangrZlivi
da ZviradRirebuli procesi, magram kompiuetruli dizainisa
da avtomatizebuli warmoebis gamoCeniT mdgomareoba Seicva-
la. dRes saqonlis konstruirebisas aris SesaZlebloba swra-
fi marketirebisaTvis (magaliTad, mciregabaritiani sa-
yofacxovrebo mowyobilobis an saTamaSoebis Seqmnisas) kompi-
uterze TiToeuli variantis plastmasis modelebis Semdgo-
mi damzadebiT, romlebic potenciur myidvelebs aZleven Se-
saZleblobas iolad Seqmnan azri nawarmios garegani saxis Se-
saxeb. zogierTi kompania iyenebs saqonlis koncefciis Se-
mowmebisaTvis virtualur realobas, rodesac kompiuteris
meSveobiT xdeba realuri samyaros imitireba sensorul
mowyobilobaTa (magaliTad, specialuri xelTaTmanis an saTva-
lis) gamoyenebiT. koncefciis Semowmeba iZleva misi ufro gan-
viTarebul wardgenisaken gadasvlis SesaZleblobas. am mxriv
mniSvnelovania Tu rogor pasuxs gascemen momxmareblebi
mkvlevarebs Semdeg sakiTxebze:
¾ gasagebisa da sarwmunos Sesaxeb: gasagebia Ru ara
momxmareblebisTvis produqtis sargeblianoba da sarw-
munoa Tu ara igi?
¾ moTxovnilebis donis Sesaxeb: migaCniaT Tu ara
Tqven, rom es proeqti gadawyvets problemas an daakma-
yofilebs raime moTxovnilebas?
¾ arsebuli Seusabamobis Sesaxeb: sxva arsebuli sa-
qoneli akmayofilebs Tqvens moTxovnilebas? kmayofili
xarT Tu ara am saqonliT?
¾ asaTvisebeli faseulobis Sesaxeb: Seesabameba Tu
ara saqonlis fasi mis samomxmareblo faseulobas? rac
ufro maRalia asaTvisebeli faseulobis done, miT ufro
unda iyos momxmarebelTa daintereseba;

376
 ¾ yidvis ganxorcielebis ganzraxvis Sesaxeb: rogoria
albaToba imisa, rom SeiZenen am saqonels (iyidian; albaT
iyidian; albaT ar iyidian; ar iyidian). yidvis ganzraxva
yvelaze metad gamoxatulia im SemTxvevebSi, rodesac
pirvel sam sakiTxze miRebulia dadebiTi pasuxebi;
¾ saqonlis gamomyeneblebis, yidvis situaciebisa da
yidvebis sixSireebis Sesaxeb: vin gamoiyenebs sa-
qonels, rodis da rogor xSirad.
pasuxebi iZlevian SesaZleblobas ganisazRvros koncefcie-
bis mimzidvelobis xarisxi, dadgindes, romel produqtebs gau-
wevs konkurencias axali saqoneli, da ganisazRvros momxma-
rebelTa miznobrivi jgufebi. momxmarebelTa survilebis Ses-
wavlisaTvis sxva koncefciebis mimarT iyeneben sxva meTodi-
kasac, romelsac ewodeba erToblivi analizi da iZleva Se-
saZleblobas ganisazRvros saqonlis sxvadasxva atributebis
mniSvnelobis sargeblianoba. respodentebs uCveneben axali
saqonlis nimuSebs, romlebSic xdeba sxvadasxva atributebis
Sexameba sxvadasxva proporciebSi, da Txoven Seafason isini.
kompanis xelmZRvaneloba (menejerebi) iyenebs miRebul Se-
degebs, rom gansazRvros, variantebidan romeli flobs yve-
laze met mimzidvelobas, bazris rogor wilze da rogor mo-
gebaze SeiZleba varaudi.
saqonlis koncefciis warmatebuli Semowmebis Semdeg mene-
jeri (igulisxmeba axali saqonlis warmoebis) SeimuSavebs mar-
ketinguli strategiis winaswar gegmas saqonlis bazarze ga-
satanad. marketinguli strategiis gegma Sedgeba sami nawili-
sagan. pirvel nawilSi aRwerilia miznobrivi bazris moculo-
ba, struqtura, momxmarebelTa qceva, saqonlis savaraudo po-
zicireba, agreTve gayidvebis moculobis, bazris wilisa da
uaxloes ramdenime welze sagegmo mogebis maCveneblebi. marke-
tinguli stretegiis gegmis meore nawilSi mocemulia cnobebi
saqonlis sagegmo fasis, misi gavrcelebis principebisa da mar-
ketingze biujetis xarjebis Sesaxeb gamoSvebis (warmoebis)
pirveli wlis ganmavlobaSi. marketingis strategiis gegmis
mesame nawilSi motanilia gayidvebis moculobisa da mogebis
maCveneblebi perspeqtivaSi da grZelvadiani midgoma marke-
ting-miqsisadmi.
saqonlis koncefciisa da marketinguli strategiis Se-
saxeb gadawyvetilebis miRebis Semdeg kompaniis xelmZRvanelo-
ba iwyebs miwodebis komerciuli mimzidvelobis Sefasebas. ami-
saTvis aucilebelia gakeTdes gayidvebis moculobis, xarje-

377
bisa da mogebis prognozi da Semowmdes igi kompaniis miznebTan
Sesabamisobis TvalsazrisiT. Tu Semowmebis Sedegebi aRmoCn-
deba dadebiTi, iwyeben saqonlis uSualo damuSavebas. axali
informaciis miRebis kvalobaze biznes-analizis Sedegebi ga-
daisinjeba da koreqtirdeba.
maSasadame, axali saqonlis damuSavebis procesis marTvis
pirveli etapi _ koncefciebidan strategiamde _ moicavs axa-
li saqonlis koncefciebis damuSavebasa da maT Semowmebas,
marketinguli strategiis damuSavebas, biznesis analizs, ga-
yidvebis moculobis prognozs, danaxarjebisa da mogebis
prognozs. meore etapi _ damuSavebidan komercializaciamde
_ gulisxmobs axali saqonlis damuSavebas, samomxmareblo
gamocdebs, sabazro testirebas, saqonlis (samomxmareblo da
samrewvelo daniSnulebis) sabazro testirebas da komercia-
lizacias. axali saqonlis damuSavebis procesis marTvis meore
etapi moiTxovs saxsrebis Zalian did dabandebebs, romlebTan
SedarebiT wina danaxarjebi ideebis generirebasa da Semowme-
baze mizerulia. am stadiaze pasuxi unda gaeces, idea ganxorci-
eldeba Tu ara nawarmSi, romelic realizdeba rentabelurad
komerciuli TvalsazrisiT. Tu iqneba miRebuli uaryofiTi
pasuxi, kompanis gaweuli danaxarji proeqtze iqneba zaralis
momtani da erTaderTi dadebiTi Sedegi SeiZleba iyos da-
muSavebis procesSi miRebuli informaciis nawili.
miznobriv myidvelTa (momxmarebelTa) moTxovnis saqonlis
muSa prototipad qcevis (gardaqcevis) amocanis gadawyvetas
xels uwyobs e. w. Tvisebriv moTxovnaTa gaSlis meTodi.
amasTan saZiebo samomxmareblo atributebis sia, romelic
miRebulia sabazro gamokvlevaTa msvlelobaSi, gardaiqceva
sainJinro-teqnikuri atributebis nakrebad, romlis gamoye-
neba SeuZliaT axali saqonlis dammuSaveblebs. magaliTad,
myidvelebs surT SeiZinon satvirTo avtomobilis iseTi mo-
deli, rom igi flobdes gansazRvruli simZlavris maxasia-
Teblebs. inJinrebi iTvaliswineben am survilebs, gamosaxaven
ra maT teqnikur ekvivalentebSi. aseTi midgoma iZleva SesaZ-
leblobas Sefasdes samomxmareblo survilebis realizaciis
variantebi danaxarjebis TvalsazrisiT. Tvisebriv moTxovnaTa
gardaqcevis meTodis erT-erTi mTavari Rirsebaa is, rom igi
xels uwyobs saukeTeso urTierTgagebis damyarebas marke-
terebs (marketingis specialistebs), konstruqtorebsa da
mwarmoebel personals Soris.

378
 kompaniis samecniero-kvleviTi da sacdel-sakonstruqto-
ro ganyofileba qmnis saqonlis koncefciis fizikuri gansa-
xierebis (ganxorcielebis) erT an ramdenime variants, rom
ipovon prototipi, romelic akmayofilebs Semdeg kriteriu-
mebs: momxmareblebi aRiqvamen mas rogorc yvela ZiriTadi
Tvisebis matarebels, romlebic gadmocemulia saqonlis aRwe-
rilobaSi; igi uvnebelia da saimedod muSaobs eqsploataciis
mocemul pirobebSi; misi TviTRirebuleba moqceulia warmo-
ebis dagegmili xarjebis CarCoebSi. kargi prototipis Seqm-
naze SeiZleba daixarjos dReebi, kvirebi, Tveebi da wlebic.
am procesis daCqarebas xels uwyobs virtualuri realobis
Tanamedrove meTodebis gamoyeneba. axali nawarmis damuSa-
vebisa da testirebis procesSi modelirebis meTodebis gamoye-
neba kompanias aZlevs SesaZleblobas moaxdinos operatiuli
reagireba axal informaciaze da droulad gadawyvitos warmo-
Sobili problemebi variantebis Sedarebis saSualebiT. inter-
netis ganviTarebiT Seiqmna moTxovnileba saqonlis sacdeli
nimuSebis Seqmnasa da damuSavebis procesebis met moqnilobaze.
gamoTqmulia mosazreba imis Taobaze, rom prototipebis efeq-
tiani Seqmna SeiZleba gaxdes mniSvnelovani ZiriTadi kompe-
tencia inovaciur organizaciebSi (firmebSi).
samomxmareblo gamocdebi tardeba maSin, rodesac mza-
daa prototipebi da iwyeba maTi funqciuri da samomxmareblo
Tvisebebis Semowmeba. alfa-testirebas uwodeben saqonlis
Sigasafirmo gamocdebs Tavisi daniSnulebisadmi Sesabamisobis
TvalsazrisiT. amis Semdeg iwyeba saqonlis beta-testireba,
romlis aucilebeli pirobaa realuri myidvelebis mizidva da
maTTan ukukavSiris damyareba. funqciuri gamocdebis ramde-
nime magaliTi, romlebsac gaivlis nawarmi, vidre gaitanen
bazarze, motanilia 13.1 cxrilSi.1
samomxmareblo gamocdebi tardeba sxvadasxva formiT _
laboratoriaSi gamomyenebelTa miwvevidan maTTvis saqonlis
nimuSebis micemamde Sin sacdeli gamoyenebisaTvis. bevri kompa-
nia ufasod daurigebs nimuSebs ramdenime ojaxSi gamosaye-
neblad im pirobiT, rom maTi mobinadreebi Seatyobineben si-
axlis Sesaxeb TavianT dadebiT da negatiur STabeWdilebebs.
Tu saqonelma warmatebulad gaiara funqciuri da samomxma-
reblo gamocdebi, igi Rebulobs samarko saxelwodebas, misT-
vis iqmneba saTanado SefuTva da muSavdeba winaswari marketin-

1
Котлер Ф., Келлер К. Л., dasax. wigni, gv. 700.
379
guli programa. am procedurebis mizania axali saqonlis Se-
mowmeba realur sabazro pirobebSi bazris sididis, momxma-
rebelTa reaqciisa da liderebis gansazRvrisaTvis axali sa-
qonlis dasamkvidreblad, mis gamosayeneblad da gameorebiT
SesaZenad.
cxrili 13.1
axali saqonlis samomxmareblo gamocdebis
magaliTebi

Shaw Industries
kompania qiraobs droebiT muSakebs da uxdis maT $5 saaTSi imi-
saTvis, rom isini dReSi 8 saaTis ganmavlobaSi gaivlian sagamocdo
xaliCis safens xuTjer (dReSi TiToeuli monawile gaivlis 20 km-
mde). xaliCaze 20 aTasi nabiji pirobiT utoldeba sabinao pi-
robebSi xaliCis realur `cxovrebis~ ramdenime wels.

Gillette
kompaniis TanamSromelTa ricxvidan orasi moxalise yovel dRes
cxadeba samuSaoze gauparsavi, adian bostonis samecniero-sa-
warmoo gaerTianebis meore sarTulze da Sedian niJarian da sarkian
kabinaSi. isini Rebuloben aq myofi inJinrebisagan miTiTebebs imis
Taobaze, romeli samarTebliT (saparsiT), kremiT an losioniT
isargeblon, xolo Semdeg avseben gamokiTxvis furcels. `Cven Cveu-
lebrivad viclebiT sisxlisagan, rom Tqven Sin SegeZloT gaparsva ro-
gorc saWiroa~, _ STabeWdilebebs gviziarebs erT-erT gamokvlevaSi
monawile ellitte-s mosamsaxure.

saqonlis sabazro testirebas (sacdel marketings) mimar-

Taven zogierTi kompaniebi. sabazro testirebis masStabebi
damokidebulia, erTi mxriv, saqonelSi dabandebuli saxsrebis
moculobasa da Sesabamis sainvesticio riskze, xolo meore
mxriv _ droze, romelic eTmoba gamocdebis Catarebas, da maT
Rirebulebas. saqoneli, romlis damuSavebaze daxarjulia
mniSvnelovani saxsrebi, xolo marcxis albaToba bazarze di-
dia, aucileblad saWiroebs testirebas, ramdenadac danaxar-
jebi, romlebic dakavSirebulia gamocdebis CatarebasTan, Se-
adgenen proetqze saerTo xarjebis umniSvnelo nawils. Tu kom-
pania grZnobs drois deficits imis gamo, rom axlovdeba se-
zonis dasawyisi an konkurentebi mzad arian gamouSvan bazarze
saqonlis Tavisi axali markebi, sabazro testirebis moculoba
eiZleba mkveTrad Semcirdes. am SemTxvevaSi kompania amjobi-
nebs swrafad gavides bazarze warumatebeli saqonliT, vidre
gariskos distributoris qselis dakargviT an bazarze SeRwe-
vis xarisxis SemcirebiT.
380
 samomxmareblo saqonlis sabazro testirebis dros kom-
paniisTvis aucilebelia Seafasos oTxi sidide: sacdeli
yidvis raodenoba, gameorebiTi yidvis raodenoba, momxma-
reblebis mier saqonlis miRebis xarisxi da yidvebis sixSi-
re. kompania imedovnebs, rom saqoneli miiRebs maRal Sefase-
bebs yvela maCvenebliT. samomxmareblo saqonlis sabazro tes-
tirebisTvis gamoiyeneba meTodebi bazris gamokvlevaze da-
naxarjebis zrdis mixedviT. gayidvebis talRuri gamokv-
levis meTodi iTvaliswinebs saqonlis ufaso aprobirebiT
miwodebas, xolo Semdeg am saqonlis an konkurentebis pro-
duqciis SeZenas Semcirebuli fasiT. talRuri meTodis
daxmarebiT mowmdeba momxmarebelTa reaqcia reklamazec, ro-
desac gamokvlevis monawileebisaTvis xdeba erTi an ramde-
nime sareklamo mimarTvebis demonstrireba da analizdeba
maTi gavlena gameorebiTi yidvebis sixSireze. gayidvebis
talRuri gamokvleva SeiZleba Catardes swrafad SefuTvis sa-
boloo damuSavebamde da sareklamo kampaniis dawyebamde.
magram mocemuli meTodi ar iZleva sacdeli yidvebis rao-
denobis gansazRvris SesaZleblobas, romlebic sruldeba ga-
saRebis stimulirebis sxvadasxva meTodebis zemoqmedebiT,
ramdenadac Tavidan kompania TviToin awvdis saqonels eqspe-
rimentisaTvis SerCeul momxmareblebs. garda amisa, meTodi ar
iZleva warmodgenebs imis Sesaxeb, ipyrobs dilerebis yu-
radRebas Tu ara axali marka da igi daikavebs Tu ara karg
mdgomareobas maRaziebis Taroebze.
imitaciuri meTodiT sacdeli marketingis CatarebaSi
monawileobs 30-40 potenciuri myidveli, romlebic gamoTq-
vamen TavianT azrs maTTvis gansazRvruli kategoriis saqon-
lis cnobili markebis Sesaxeb da gamoxataven TavianT damoki-
debulebas am produqtebis mimarT. Semdeg monawileebs iwveven
rogorc ukve cnobil, aseve axal sareklamo audio da video
reklamebis an beWdvuri reklamis mokle prezentaciaze. Se-
Tavazebul reklamebs Soris aris axali saqonlis reklamac,
magram igi saerTo masidan specialurad ar gamoiyofa. axali
markis saqonlisa da konkurenti produqtebis Tanafardoba
fiqsirdeba. miRebuli Sedegebi iZleva saSualebas Sefasdes
rgolebis SedarebiTi efeqtianoba axali saqonlis sacdeli
yidvis stimulirebis TvalsazrisiT. momxmareblebi aRniSna-
ven, ratom SeiZines axali saqoneli an uari Tqves masze. imita-
ciuri meTodi iZleva SesaZleblobas miRebul iqnes reklamis
efqtianobisa da sacdeli yidvebis raodenobis sakmaod zusti

381
Sefaseba gacilebiT ufro mokle droSi, vidre testireba sa-
bazro pirobebSi. kompaniebi marketinguli kvlevebis safuZ-
velze avrceleben informacias axali produqciis gayidve-
bis samomavlo moculobebis Sefasebis Sesaxeb.
gamoiyeneba sakontrolo sacdeli marketingis me-
Todic. mwarmoebeli kompaniis SekveTiT marketinguli
kvleviTi centri (instituti, firma) aanalizebs maRaziebis
saqmianobas, romlebic gamofenen Taroebze axal saqonels.
SemkveTi kompania uCvenebs maRaziebis raodenobasa da geogra-
fiul ganlagebas, romlebic maT unda CarTon eqsperimentSi.
kvleviTi firma ganalagebs saqonels am savaWro sawarmoebSi
da akontrolebs mis ganlagebas daxlebze, raodenobasa da
eqspoziciebis gaformebas axal saqonelTan, sareklamo sten-
debis arsebobas, saqonelze gamocxadebul fasebs. Sedegebi
Cveulebriv fiqsirdeba eleqtronuli skanerebis daxma-
rebiT, romlebiTac uzrunvelyofilia salaros aparatebi.
kompanias SeuZlia agreTve Seafasos adgilobrivi reklamisa
da gamocdebis dros Catarebuli gasaRebis stimulirebis
RonisZiebaTa zemoqmedeba. sakontrolo sacdeli marketingi
kompanias aZlevs SesaZleblobas miiRos monacemebi SigasamaRa-
zio faqtorebis da momxmarebelTa qcevaze adgilobrivi
reklamis gavlenis Sesaxeb. Semdgom tardeba momxmarebelTa
gamokiTxva testirebis saqonlis Sesaxeb maTi azris gamov-
lenis mizniT.
mniSvnelovania srulmasStabiani sacdeli marketingis
meTodic. samomxmareblo axali saqonlis gamocdis dasrule-
bis saSualebaa misi namdvil sacdel bazrebze gatana. Cveu-
lebrivad kompania arCevs ramdenime qalaqs, romlebSic misi
savaWro personali Seecdeba gayidos axali saqoneli biTu-
mad maRaziebSi, miaRwios ra mis xelsayrel adgilmdebareo-
bas Taroebze. kompania atarebs sacdel bazrebze axali sa-
qonlis reklamisa da gasaRebis stimulirebis imave samuSaos,
romelsac igi gegmavs mTeli saSinao bazrisaTvis. aseTi sac-
deli marketingi agreTve iZleva SesaZleblobas Catardes
marketinguli gegmis sxvadasxva variantebis winaswari Semow-
meba: amisaTvis sxvadasxva qalaqebSi gamoiyeneba sxvadasxva
marketinguli programebi. srulmasStabiani gamocdebi kompa-
nias SeiZleba daujdes $1 milionze meti. saboloo Rirebuleba
sacdeli marketingisa damokidebulia qalaqebis raodeno-
baze, gamocdebis xangrZlivobasa da monacemebis moculobaze,
romlis miRebasac gegmavs kompania. sacdeli marketingis Ca-

382
tarebisas kompaniis menejmentis xaziT aucilebelia miRebul
iqnes Semdegi gadawyvetilebebi: ramdenime unda iyos qalaqi?
romeli qalaqebi airCes? rogori unda iyos testirebis xang-
rZlivoba? ra informacia Segrovdes? rogori moqmedebebi
unda ganxorcieldes?
sacdeli marketingis yvela upiratesobis miuxedavad, bevri
msxvili kompania uSvebs am etaps da emyareba sabazro testi-
rebis sxva, ufro swraf da ekonomiur meTodebs. magaliTad,
General Mills, amjobinebs bazarze axali saqonliT gasvlas, ro-
melic moicavs qveynis teritoriis daaxloebiT 25%. kompaniis
menejerebi swavloben maRaziebidan miRebul monacemebs ga-
yidvebis Sesaxeb, ramdenime dReSi Rebuloben cnobebs axali
saqonliT vaWrobis maCveneblebis Sesaxeb, axdenen marketingis
programebis koreqtirebasa da dazustebas.
garkveuli TaviseburebebiT xasiaTdeba samrewvelo da-
niSnulebis saqonlis sabazro testireba. ZviradRirebuli
mowyobiloba da axali teqnologiebi Cveulebrivad gaivlian
alfa (Sigasafirmo) da beta _ testirebas (momxmarebelTa mo-
nawileobiT). beta-testirebisas mwarmoebeli kompaniis inJin-
rebi akvirdebian imas, rogor moixmaren mowyobilobas gamom-
yeneblebi, romlis Sedegad xSirad vlindeba gauTvaliswinebe-
li problemebi usafrTxoebasa da teqnikur momsaxurebasTan,
ganisazRvreba moTxovnebi myidveli kompaniebis personalis
swavlisa da servisisadmi. mimwodebeli Rebulobs warmodgenas
imis Taobaze, ramdenad aumjobesebs mis mier gamoSvebuli mow-
yobiloba myidveli kompaniis muSaobis pirobebs an efeqtia-
nobas, rom gaTvaliswinebul iqnes yvelaferi fasis Semdgom
dawesebisas. gamocdebis (testirebis) Catarebis Semdeg gamyid-
veli firma (kompania) Txovs sacdeli moednis patronebs Se-
atyobinon TavianTi STabeWdilebebisa da warmoSobili ganz-
raxvis Sesaxeb, mwarmoebelma unda gaanalizos beta-testirebis
Sedegebi, ramdenadac maTSi monawileobs SedarebiT potenciur
momxmarebelTa mcire ricxvi. sabazro testirebis meore gavr-
celebuli meTodia axali nimuSebis demonstracia speciali-
zebul gamofenebze. garda amisa, samrewvelo daniSnulebis
axali saqoneli ganicdis gamocdas distributorebis sademon-
stracio darbazebSi, sadac igi gamoifineba mocemuli warmoe-
bis sxva saqonelTan erTad, agreTve konkurentebis produqci-
asTan erTad. am meTodis daxmarebiT miiReba informacia momx-
marebelTa survilebsa da fasebis Sesaxeb. SeiZleba gamoyene-

383
bul iqnes iseTi meTodic, romelic axlosaa srulmasStabian
sacdel marketingTan.
Tu kompania iwyebs komerciuli warmoebis gaSlas, mas elo-
deba wina periodTan SedarebiT yvelaze didi xarjebi. man unda
gaaformos kontraqti saqonlis warmoebaze an aaSenos an aren-
diT aiRos mTeli sawarmoo kompleqsi. erT-erTi umniSvnelova-
nesi sakiTxia qarxnis sididis gansazRvra, rac aucilebelia
imisaTvis, rom sawarmoo simZlavrem uzrunvelyos konkretuli
moTxovnis prognozi, rasac emyareba maRaziebis SekveTebi. es
saWiroa imisaTvis qarxanam miiRos mniSvnelovani mogeba. kidev
erTi mniSvnelovani sakiTxia marketinguli danaxarjebi. aSS-Si
saerTo-erovnul bazarze dafasoebuli samomxmareblo saqon-
lis kategoriidan axali produqtis gasatanad pirveli wlis
ganmavlobaSi kompaniam unda daxarjos $25 milonidan $100
milionamde reklamaze, gasaRebis stimulirebis RonisZie-
bebsa da sxva komunikaciebze. axali sasursaTo saqonlisaTvis
marketingze danaxarjebi pirveli wlis ganmavlobaSi Cveu-
lebrivad Seadgens 5%-s realizaciis amonagebidan. kompanie-
bis umravlesoba bazarze axali saqonlis gasatanad mimarTavs
komunikaciis sxvadasxva saSualebebis Tanmimdevrul gamoye-
nebas.
komerciuli warmoebis gaSlisas gadamwyvet rols asrulebs
bazarze gasvlis momenti. magaliTad, kompania amTavrebs axali
saqonlis damuSavebas da gebulobs, rom erT-erTi konkuren-
tic apirebs gamouSvas bazarze analogiuri produqti. maSin
kompanias SeuZlia airCios moqmedebebidan erT-erTi sami va-
rianti: 1) gamswrebi gasvla bazarze; 2) paraleluri gasvla
bazarze; 3) gviani gasvla bazarze. bazarze gasvlis momentis
Sesaxeb gadawyvetilebis miRebisas aucilebelia gaTvaliswi-
nebul iqnes Semdegi mosazrebebi. Tu axali saqoneli mowode-
bulia Secvalos moZvelebuli saqoneli, misi wardgena bazarze
SeiZleba gadaidos manam, sanam ar amoiwureba moZvelebuli
saqonlis maragi sawyobSi. Tu saqoneli sezonuria, mizanSewo-
nilia misi `Semonaxva~ sezonis dawyebamde. bazarze gasvlis
drois arCevis problema rTuldeba imiT, rom bevri kompania
ejaxeba konkurentebs, romlebic axdenen axali gamogonebis
imitirebas (cvlian maT konstruqcias an garegan saxes) imde-
nad, rom formalurad ar daarRvios patenti.
mniSvnelovania sakiTxi miznobrivi bazris, bazris adgilis
arCevisa da sawyisi sabazro strategiis Sesaxeb. mwarmoebelma
kompaniam unda gadawyvitos: gaitanos saqoneli romelime erTi

384
regionis (mxaris), ramdenime regionis, qveynis mTeli terito-
riis an saerTaSoriso bazarze. Cveulebrivad dgeba bazrebis
Tanmimdevruli aTvisebis grafiki. magaliTad, Coca-Cola Tavi-
dan yidda Tavis axal produqts (romelic ar Seicavda sasmel
`Citre~-s kofeins greifurtis gemoTi) daaxloebiT aSS Statebis
naxevarSi. pirvelad sasmelis testireba moxda feniqsSi, samx-
reT texasSi da samxreT floridaSi, 1998 wlis ianvarSi igi
gamoCnda denveris, dalasisa da cincinaTis maRaziebSi, xolo
Semdeg mTeli qveynis masStabiT. gadawyvetileba adgilis Se-
saxeb bevrad ganisazRvreba kompaniis sididiT. mcire kompani-
ebi irCeven maTTvis mimzidvel qalaqebs da atareben blic-
kampanias mis bazarze gasasvlelad. Semdeg TandaTanobiT, erT-
maneTis miyolebiT iTviseben sxva qalaqebis bazrebs. msxvil
kompaniebs siaxleebi gaaqvT erTi regionis bazrebze, xolo
Semdeg gadadian momdevno regionebis bazrebze. kompaniebi,
romlebic floben saerTo erovnuli distributorebis qsels,
kerZod saavtomobilo kompaniebi, uSveben TavianT modelebs
erTbaSad saerToerovnul bazarze. rogorc wesi, kompania amu-
Savebs siaxleebs saSinao bazarze gasayidad. Semdeg ki, Tu sa-
qoneli moipovebs karg mowonebas, ganixileba misi eqsportis
SesaZlebloba mezobel qveynebSi an msoflio bazarze. axali
bazris aTvisebis strategia damokidebulia seriozuli konku-
rentebis arseboba-ararsebobaze. amasTan internetis piro-
bebSi konkurencia sul ufro xSirad iZens saerTaSoriso xa-
siaTs. amitom axal saqonels kompaniebi warudgenen ara cal-
keul qveynebs da miT umetes regions, aramed erTbaSad mTel
planetas.
asaTvisebel bazrebze kompaniam unda aarCios momxmare-
belTa yvelaze perspeqtiuli jgufebi da maTze unda moaxdi-
nos distribuciisa da win wawevis ZiriTad ZalisxmevaTa kon-
centrireba. ivaraudeba, rom am momentisaTvis kompanias ukve
gaaCnia Tavis gankargulebaSi monacemebi perspeqtiuli momx-
mareblebis profilis Sesaxeb. idealur SemTxvevaSi esenia ada-
miani, romlebic floben Semdeg maxasiaTeblebs: adreuli mim-
devrebi, azrTa aqtiuri gamomyeneblebi da liderebi, amasTan
am momxmarebelTa mocva ar saWiroebs did danaxarjebs. momx-
marebelTa mcire jgufebi floben yvela CamoTvlil maxasia-
Teblebs. kompaniam unda Seadaros potenciur momxmarebelTa
(myidvelTa) sxvadasxva jgufebi am maxasiaTeblebis mixedviT
da marketingis orientacia unda moaxdinos maT Soris yvelaze

385
perspeqtiulze, rom rac SeiZleba swrafad iqnes miRweuli ga-
yidvebis maRali done da CairTos sxva momxmareblebi.
kompaniam unda daamuSaos bazarze (bazrebze) axali saqon-
lis gatanis moqmedebebis gegma. 1998 wels damuSavebulma kom-
piuterebis seria `iMac~-ma SesaZlebloba misca Apple Computer-s
14 wlis Semdeg daebrunebina erT-erTi lideri pozicia per-
sonaluri kompiuterebis bazarze. bazarze axali brendis ga-
satanad kompaniam Caatara masirebuli `blic-krigi~ (elivise-
buri omi).

13.3. momxmareblis mier axali saqonlis

miRebis procesi

miRebis cnebaSi moiazreba individis gadawyvetileba sa-

qonlis regularulad gamoyenebis Sesaxeb. potenciuri myid-
velebi (momxmareblebi) Rebuloben informacias axali saqon-
lis Sesaxeb, axdenen mis aprobirebas da miiReben an uaryo-
fen. saqonlis mwarmoebelma unda izrunos imaze, rom saqon-
lis miRebis Semdeg momxmareblebi darCnen loialurebi mi-
sadmi. adre axali saqonlis bazarze gatanisas mwarmoeblebi
xelmZRvanelobdnen masobrivi bazris koncefciiT. mocemu-
li midgomis mTavari nakli is aris, rom igi gulisxmobs kompa-
niis did danaxarjebs marketingze, magram win wawevis mrava-
li Zalisxmeva fuWad ixarjeba. am naklis Tavidan acilebis
swrafvam ganapiroba sxva midgomis _ aqtiur gamomye-
neblebze orientirebuli marketingis warmoSoba. mocemu-
li midgomisas aqtiuri gamomyeneblebis gamovlena ar Sead-
gens gansakuTrebul problemas da isini warmoadgenen sa-
qonlis adreul mimdevrebs. adreuli mimdevrebis gamosavle-
nad gamoiyeneba inovaciebis difuziisa da momxmareblebis
mier axali saqonlis miRebis Teoria.
termini `inovacia~ aRniSnavs nebismier saqonels, momsaxu-
rebas an ideas, romelic aTvisebulia vinmes mier rogorc axa-
li. ideas SeiZleba gaaCndes didi xnis istoria, magram adamia-
ni Tu mas pirvelad ecnoba, damokidebuleba misadmi inovaci-
uria. sazogadoebaSi inovaciis gasavrceleblad aucilebelia
dro. gavrcelebulia inovaciebis difuziis procesis Semde-
gi gansazRvra: `axali ideis Tavisi wyarodan, e. i. gamomgoneb-
lidan an Semqmnelidan gavrceleba, saboloo gamomyeneble-

386
bamde an mimdevrebamde~.1 novaciis miRebis procesi mimdina-
reobs momxmareblis cnobierebaSi, romelmac pirvelad gaigo
siaxlis Sesaxeb da TandaTanobiT midis mis saboloo miRebi-
saken.
mkvlevarTa dakvirvebebis Tanaxmad, axali saqonlis momxma-
reblebi gaivlian Semdeg xuT stadias:
¾ gacnobiereba (cnobeba): momxmarebeli gebulobs infor-
maciis Sesaxeb, magram ar aqvs sruli informacia siaxlis
Sesaxeb;
¾ interesi: momxmarebels uCndeba stimuli siaxlis Se-
saxeb informaciis moZiebisadmi;
¾ Sefaseba: momxmarebeli fiqrobs imaze, Rirs Tu ara si-
axlis aprobireba;
¾ gamcoda: momxarebeli Rebulobs siaxles (axal saqo-
nels), rom daadasturos misi faseulobis Sefaseba (Ta-
vis mxriv);
¾ miReba: momxmarebeli wyvets aqtiurad da regularu-
lad gamoiyenos axali saqoneli an momsaxureba.
axali saqonlis mimwodeblis amocanaa xeli Seuwyos momx-
mareblis moZraobas pirvelidan bolo stadiamde. WurWlis
sarecxi portatuli manqanebis mwarmoebels SeuZlia gaark-
vios, rom bevri momxmarebeli `CarCes~ interesis stadiaze;
isini ar yiduloben saqonels, ramdenadac ar arian darwmu-
nebuli mis aucileblobaSi da maT afrTxobT fasebis maRali
done. magram igive momxmareblebi aiRebdnen WurWlis sarecx
manqanas sacdelad mcire Tviur sazRaurze. mwarmoebelma
unda ganixilos Tavisi manqanebis aprobaciaze miwodebis Se-
saZlebloba maTi Semdgomi yidvis mizniT.
gamoyofen Semdeg faqtorebs, romlebic gavlenas axde-
nen axali saqonlis miRebis procesze: axali saqonlis
aprobirebis mzaobis sxvadasxva xarisxi, piradi gavlenebi,
siaxlis miRebis sxvadasxva siCqare da organizaciis (firme-
bis) mzaobaSi gansxvavebebi axali saqonlis aprobaciisadmi.
uSualo kavSiris axali saqonlis aprobirebis mzaobasa da pi-
rad gavlenas Soris, ukavSirdeba individis novatorobis xa-
risxss. individis novatorobis xarisxi damokidebulia ima-
ze, Tu ramdenad aswrebs igi Tavisi sazogadoebrivi orga-
nizaciis sxva wevrebs axali ideebis miRebaSi. saqonlis Ti-
Toeuli kategoriisaTvis damaxasiaTebelia moxmarebis Ta-

1
Котлер Ф., Келлер К. Л., dasax. wigni, gv. 706.
387
visi pionerebi da adreuli mimdevrebi. zogierTi momxma-
rebeli pirveli Rebulobs tansacmelze an axal sa-
yofacxovrebo mowyobilobaze axal models; zogierTi eqimi
pirvelad iwyebs pacientebisaTvis axali wamlebis gamoweras;
zogierTi fermeri pirveli Rebulobs axal sasoflo-same-
urneo teqnologiebs. adamianebs yofen mimdevrebis ramde-
nime kategoriad (ix. nax. 13.2).

nax. 13.2. siaxleTa miRebis dro

Tavidanve siaxles Rebulobs adamianTa mcire ricxvi, ro-

melic TandaTan izrdeba, Semdeg aRwevs maqsimums da iwyebs
daklebas, vinaidan momxmarebelTa ricxvi, romlebic jer ki-
dev ver gaxdnen mimdevrebi, mcirdeba. gamoyofen momxma-
rebelTa xuT jgufs, romlebsac gaaCniaT TavianTi faseuli
orientacia da axali saqonlis miRebis motivebi:
¾ novatorebi _ axali teqnologiebis enTuziastebi, rom-
lebsac gaaCniaT midrekileba avantiurizmisaken da mzad
arian wavidnen riskze, rom moxdes axali saqonlis apro-
bireba da TviTon gaerkvnen yvelaferSi. siamovnebiT mo-
nawileoben alfa da beta _ testirebaSi siaxlis xel-
sayrel fasad SeZenis SesaZleblobis gamo;
¾ adreuli mimdevrebi _ azrTa liderebi TavianT sa-
zogadoebaSi, romlebic gulmodgined arCeven axal teq-
nologiebs da maTi daxmarebiT cdiloben moipovon mniSv-
nelovani konkurentuli upiratesoba. isini naklebad
arian mgrZnobiareni fasis mimarT da mzad arian miiRon
saqoneli, Tu maT miawvdian xarisxian serviss;
¾ gviandeli umravlesoba _ Sedgeba skeptikurad ganw-
yobili konservatorebisagan, romlebsac ar gaaCniaT
388
 midrekileba riskisaken da romlebic ar arian axali teq-
nologiebis adeptebi da mgrZnobiareni fasis mimarT;
¾ `inertiulTa~ jgufi _ Sedgeba momxmareblebisagan,
romlebic arian tradiciis mimdevrebi; isini wina-
aRmdegobas uweven inovaciebs manam, sanam rCeba raime
SesaZlebloba status-kvos SesanarCuneblad.
imisaTvis rom saqonlis sasicocxlo cikli iyos xangrZlivi
da man gadalaxos sasicocxlo ciklis yvela stadia, mwarmoe-
belma unda moicvas yvela aRniSnuli xuTi jgufi, amasTan ga-
moiyenos TiToeuli maTganisaTvis marketingis Sesabamisi
tipi.
pirad gavlenaSi moiazreba erTi pirovnebis gavlena meo-
reze, romelic vlindeba ganwyobis an yidvis ganxorcielebis
albaTobaSi. igi warmoadgens friad mniSvnelovan faqtors,
magram zogierT situaciaSi da zogierTi adamianebis mimarT
asrulebs gansakuTrebul rols. yvelaze Zlier piradi gav-
lena vlindeba siaxlis (axali saqonlis) miRebis procesis Se-
fasebis etapze da mJRavndeba ufro Zlier gviandel umrav-
lesobaze, vidre mimdevrebze. garda amisa, misi mniSvneloba
izrdeba situaciebSi, rodesac saqonlis yidvas Tan axlavs
riski.
bazarze saqonlis gatanisas kompaniebi orientireben pir-
vel rigSi novatorebsa da adreul mimdevrebze. am mxriv bevri
ram damokidebulia inovaciebis maxasiaTeblebze. maT Soris
pirvelia SedarebiTi upiratesoba, e. i. siaxle ramdenad uke-
Tesia arsebul analogze. magaliTad, rac ufro maRalia per-
sonaluri videomagnitofonebis asaTvisebeli SedarebiTi
upiratesobis done sareklamo blokebis gaSvebisas, miT ufro
swrafad iqnebian isini miRebuli. meore maxasiaTebeli Se-
Tavsebadoba, anu siaxlis Sesabamisoba faseulobaTa siste-
masTan da individebis gamocdilebasTan. magaliTad, PVR
flobs aSkara SeTavsebadobas moyvarulTa cxovrebis wesTan
uyuron televizias. Semdegia sirTule, anu axali saqonlis
gamoyenebis SedarebiTi siZnele. meoTxe maxasiaTebelia ga-
yofadoba, anu axali saqonlis sacdeli gamoyenebis SesaZ-
lebloba SezRudul safuZvelze. mexuTe maxasiaTebelia ko-
munikaciuroba, sicxade an inovaciis upiratesobaTa aRweris
SesaZlebloba. inovaciebis aRniSnul upiratesobaTa arseboba
xels uwyobs momxmareblebSi interesisa da cnobismoyvareobis
aRZvras.

389
 aRniSnulis garda inovaciebis miRebis siCqareze moqmede-
ben iseTi faqtorebi, rogoricaa axali saqonlis fasi, riski
da ganusazRvreloba, mecnieruli dasabuTebuloba da sazo-
gadoebrivi aRiareba. marketingis specialistebma (markete-
rebi), romlebic muSaoben axal saqonelTan, siaxlis damuSa-
vebisa da marketinguli programis Sedgenisas unda gamoikvli-
on yvela faqtori da maT Soris yvelaze mniSvnelovan faqtors
unda mieqces yvelaze didi yuradReba.
inovaciebis miReba organizaciebis mier xasiaTdeba gark-
veuli specifiurobiT. axali samedicino mowyobilobis mwar-
moebeli dakavebuli iqneba samedicino dawesebulebebis mo-
ZiebiT, romlebic iyeneben TavianT muSaobaSi inovaciur teq-
nologiebs. inovaciebis miReba bevrad ganisazRvreba organiza-
ciis gare garemos maxasiaTeblebiT (sazogadoebis progre-
suloba, Semosavlebis done da a. S.), TviT organizaciis ma-
xasiaTeblebiT (sidide, Semosavlebi, mzaoba cvlilebebis mi-
marT) da misi menejmentiT (ganaTlebis done, gamocdileba da
sxv.). Tu saqme exeba organizaciebs, romlebsac afinansebs sa-
xelmwifo, magaliTad, sajaro saSualo skolebi, moqmedeben
sxva faqtorebi.

daskvnebi

1. kompania mzadaa axali saqonlis damuSavebisa da bazarze

gatanisaTvis, Tu man ganaxorciela bazris segmentireba,
airCia momxmarebelTa (myidvelTa) miznobrivi jgufebi, mo-
axdina maTi moTxovnilebis identificireba da gansazRvra
misTvis sasurveli sabazro pozicia. marketingis qvedana-
yofis TanamSromlebma (specialistebma) unda miiRon mo-
nawileoba am damuSavebis yvela stadiaSi.
2. axali saqonlis warmatebuli damuSaveba moiTxovs am pro-
cesis efeqtian organizaciasa da marTvas. kompania qmnis
sxvadasxva organizaciul struqturebs, romlebSic Se-
iZleba Sevidnen saqonlis menejerebi, axali saqonlis da-
muSavebis menejerebi, axali saqonlis komitetebi (komisie-
bi), axali saqonlis ganyofilebebi an axali saqonlis dam-
muSavebelTa venCuruli gundebi. saqonlis koncefciis
damuSaveba sul ufro xSirad warmoebs funqciaTaSorisi
gundebis monawileobiT.
3. axali saqonlis damuSavebis procesi moicavs rva etaps:
ideebis generireba, maTi SerCeva, saqonlis koncefciebis

390
 damuSaveba da maTi Semowmeba, marketinguli strategiis da-
muSaveba, biznes-analizi, saqonlis damuSaveba, misi sa-
bazro testireba da komerciul warmoebaSi CaSveba.
4. saqonlis miReba momxmareblebis mier procesia, romlis
mimdinareobisas momxmareblebi gebuloben axali saqonlis
Sesaxeb, akeTeben sacdel yidvas da an Rebuloben, an uaryo-
fen mas. amJamad bevri mimwodebeli orientirebs aqtiur
momxmareblebsa da axali saqonlis adreul mimdevrebze,
miiswrafvian ra moicvan orive jgufebi, ramdenadac amis
gakeTeba SeiZleba informaciis specializebuli saSuale-
bebis daxmarebiT. saqonlis miRebis procesi momxmareblis
mier damokidebulia bevr faqtorze, romlebic ar eqvem-
debarebian marketingis samsaxuris kontrols; maT miekuTv-
neba individebis an organizaciebis mzaoba axali saqonlis
aprobaciis mimarT, piradi gavlena da axali produqtis
anu inovaciis maxasiaTeblebi.

391
 Tavi 14. muSaoba globalur bazarze
14.1. konkurencia globaluri masStabiT da
gadawyvetileba sagareo bazarze
gasvlis Sesaxeb

yvela mimwodebeli kompania TavianTi saqmianobis efeqtia-

nobis asamaRleblad cdilobs gavides sazRvargareTul baz-
rebze, magram aseTi gadawyvetileba didi riskis matarebelia.
magram kompaniebs, romlebic dasaqmebulni arian globalur
dargebSi, adre Tu gvian uwevT gavidnen sagareo bazarze.
msoflio ekonomikuri aqtivobis meoTxedi modis ori aseuli
giganturi korporaciis erToblivi saqonelbrunvis wilad,
romelTa umravlesoba am maCvenebliT aWarbebs calkeul qvey-
nebs. magaliTad, kompania `Philip Morris~-is biujeti aRemateba
axali zelandiis biujets, xolo TviTon kompania muSaobs
msoflios 170 qveyanaSi. aSS sagareo vaWrobis moceulobam
bolo monacemebiT Seadgina Siga produqtis meoTxedze meti,
maSin rodesac 1970 wels man Seadgina 11%.
bevri kompania aTeuli wlebia, rac iyenebs saerTaSoriso
marketings: saqoneli iseTi mimwodeblebis markiT, rogoricaa
`Nestle~, `Shell~, `Bayer~ da `Toshiba~, cnobilia momxmareblebisT-
vis mTel msoflioSi. magram globaluri konkurenciis intensi-
voba mudmivad izrdeba. erovnuli kompaniebi, romlebic ara-
sodes fiqrobdnen ucxoeli konkurentebis Sesaxeb, uecrad
aRmoaCenen maT TavianT bazrebze. amerikuli gazeTebi mo-
uTxroben momxmareblebs iaponuri, germanuli, Sveduri da
koreuli avtomwarmoeblebis warmatebebis Sesaxeb, laTinuri
amerikis, aRmosavleT evropisa da aziis ganviTarebadi qveyne-
bis gamarjvebis Sesaxeb qsovilebisa da fexsacmlis bazrebze.
saqoneli, romelic Cveulebisamebr iTvleba amerikul saqon-
lad, sinamdvileSi warmoebulia kompaniebis mier, romlebsac
floben ucxoelebi: `iogurtebs~ `Dannon~, sastumroebs `Red
Roox Inn~, restornebs `Wild Tur-key~, kosmetikas `L'Oreal~, ga-
aCniaT franguli fesvebi.
amerikul sazogadoebaSi sakmaod Zlieria ganwyoba ucxouri
kompaniebis mxridan konkurenciis aRmofxvris sasargeblod
proteqcionisturi kanonmdeblobis daxmarebiT, magram yve-
laze karg gamosavals globaluri konkurenciis pirobebSi
warmoadgens saSinao bazarze realizebadi produqciis mud-
mivi (uwyveti) srulyofa da erovnuli mwarmoeblebis saqmia-
392
nobis gafarToeba sazRvargareTul bazrebze. globaluri
dargis cnebaSi moiazreba dargi, romelSic konkurentebis
strategiuli mdgomareoba ZiriTad geografiul (terito-
riul) an erovnul bazrebze ganisazRvreba mTlianad maTi glo-
baluri poziciiT. globaluri kompania moqmedebs erTze
met qveyanaSi da sargeblobs upiratesobiT kvlevebisa da da-
muSavebebis, warmoebis, logistikis, marketingisa da finan-
sebis sferoSi xarjebisa da reputaciis TvalsazrisiT, rom-
lebic miuRwevelia saSiano bazarze momuSave mimwodeble-
bisaTvis. globaluri kompaniebi gegmaven da axorcieleben
saqmianobas msoflio masStabiT. magaliTad, kompania `Ford~-is
`msoflio satvirTo manqanis~ kabina damzadebulia evropaSi,
Sasi _ CrdiloeT amerikaSi, misi awyoba xorcieldeba bra-
ziliaSi, xolo iyideba aSS-Si. kompania `Otis Elevator~ lifti-
saTvis karis sistemebs Rebulobs safrnageTidan, dasakomp-
leqtebel detalebs _ espaneTidan, eleqtronikas _ germa-
niidan, specialur Zravebs _ iaponiidan, xolo mTeli am sis-
temis integracia xorcieldeba aSS-dan. erT-erT yvelaze war-
matebul globalur kompaniad iTvleba ABB, romelic Seqmni-
lia Sveduri da Sveicaruli firmebis Asea da Brown Boveri-is
Serwymis Sedegad.
globaluri SeiZleba iyos ara marto msxvili kompania.
msoflio sabazro `niSebs~ iyeneben mcire da saSualo kompa-
niebic (firmebic). magaliTad, Poliane Bakery yovelwliurad
yidis 15 aTas formis purs parizSi, romelic gamomcxvaria
Zveli, tradiciuli wesiT (igi Seadgens safrangeTis dedaqa-
laqSi gasayidi puris 2,5%-s). magram kidev puri `Poliane~ yo-
veldRiurad eqspres-miwodebis samsaxuris (FedEx) daxmarebiT
igzavneba msoflios daaxloebiT 20 qveyanaSi. ra sididisac
ar unda iyos kompania, msoflio bazarze gasvlisas man auci-
lebelia miiRos rigi gadawyvetilebebi (nax. 14.1).
gadawyvetileba sagareo bazrebze gasvlasTan dakavSi-
rebiT miiReba kompaniebis mier maSin, rodesac saSinao bazari
ar aris sakmarisad farTo. sakmarisad, farTo saSinao bazris
arsebobisas menejerebs ar dasWirdebodaT ucxouri enebisa da
saerTaSoriso samarTlis Seswavla, efiqraT arastabiluri sa-
valuto kursebis Sesaxeb, emoqmedaT politikuri da sakanon-
mdeblo ganusazRvrelobis pirobebSi, moexdinaT cvlilebebi
produqciaSi, rom daekmayofilebinaT sxvadasxva momxmare-
belTa moTxovnilebebi da molodinebi. biznesis warmarTva
iqneboda martivi da usafrTxo. meore mxriv, rigi faqtorebis
393
gavlena ubiZgebs mimwodeblebs saerTaSoriso arenaze gasvli-
saken:

nax. 14.1. ZiriTadi gadawyvetilebebi saerTaSoriso marketingSi

¾ kompaniisTvis xdeba cnobili, rom zogierTi sagareo

(sazRvargareTuli) bazari mas aZlevs SesaZleblobas mii-
Ros ufro didi mogeba, vidre saSinao bazarze;
¾ masStabis efeqtis misaRebad kompanisTvis aucilebelia
kleinturis gafarToeba;
¾ kompania miiswrafvis Seamciros damokidebuleba erT ba-
zarze;
¾ kompanias saSinao bazarze konkurencias uweven glo-
baluri korporaciebi, romlebic myidvelebs sTavazoben
ukeTess da ufro iaf saqonels. SesaZloa, kompaniam mii-
Ros gadawyvetileba kontrSetevis Sesaxeb sxvis terito-
riaze;
¾ kompaniis klientebs (momxmareblebs), romlebic ewevian
saqmianobas sazRvargareT, SeuZliaT moiTxovon momsa-
xureba erovnul sazRvrebs gareTac.
sagareo bazarze gasvlis Sesaxeb gadawyvetilebis miRebis
win, kompaniam unda Seafasos SesaZlo riskebi:
394
 ¾ sazRvargareTel momxmarebelTa survilebis araswori
gageba da rogorc Sedegi arakonkurentunariani, ara-
mimzidveli produqciis miwodeba;
¾ biznesis warmarTvis ucxo kultura, `aborigenebTan~ je-
rovani urTierTobis ucodinaroba;
¾ sazRvargareT biznesis regulirebis wesebis arcodna da
gauTvaliswinebeli xarjebi;'
¾ menejerebis nakleboba saerTaSoriso saqmianobis ga-
mocdilebiT;
¾ ucxouri saxelmwifos mTavrobis mier savaWro kanon-
mdeblobis Secvlis, valutis devalvaciis, qveyanaSi ga-
datrialebis SesaZlebloba, romelmac SeiZleba gamo-
iwvios ucxouri firmebis (kompaniebis) eqspropriacia.
saerTaSoriso saqminaobis upiratesobebisa da riskebis Se-
jerebiT, bevri kompania ar Cqarobs msoflio arenaze gasvlas
manam, sanam vinme _ samamulo eqsportiori, ucxoeli importi-
ori Tu ucxouri mTavroba _ ar ubiZgebs kompanias pro-
duqciis (saqonlis) eqsportis organizaciisaken. sxva stimuli
SeiZleba iyos kompanis dautvirTavi sawarmoo simZlavreebi da
rogorc Sedegi _ saqonlis gasaRebis axali bazrebis moZiebis
aucilebloba. bevri qveynis mTavroba aqtiurad uwyobs xels
eqsports, TavianTi kompaniebis waxalisebiT saeqsporto ope-
raciebis gansaxorcieleblad. aRniSnulTan dakavSirebiT fri-
ad mniSvnelovania internacionalizaciis procesis Rrma ga-
geba. es procesi moicavs oTx stadias:
¾ aralegularuli eqsporti;
¾ eqsporti damoukidebeli warmomadgenlebis (agentebis)
meSveobiT;
¾ erTi an ramdenime gasaRebis filialebis Seqmna;
¾ sakuTari warmoebis organizacia sazRvargareT.
siZneles warmoadgenda kompaniis gadasvla pirvelidan me-
ore stadiaze. mis ganxorcielebas xels uwyobs ganxilva imisa,
rogor gaigeba gadawyvetileba sazRvargareT saqonlis eqs-
portis Sesaxeb. kompaniebis umravlesoba iyenebs damoukide-
bel agentebs, romlebic muSaoben mezobel qveynebSi an qvey-
nebSi, romlebic mimwodeblis qveynis msgavsia. TandaTanobiT
agentebis ricxvi kompaniaSi izrdeba, warmoiSoba eqsportis
sul axali mimarTulebebi, kompaniaSi iqmneba eqsportis ganyo-
fileba, romelic aregulirebs urTierTobebs savaWro partni-
orebTan. mogvianebiT gasaRebis umsxviles bazrebze agentebis
nacvlad modian sakuTari Svilobili kompaniebi (filialebi)
395
da, bunebrivia, izrdeba investiciebi, Sesabamisad _ riskebi,
magram maTTan erTad izrdeba potenciuri mogebac. Svilobili
kompaniebis menejmenti moiTxovs eqsportis ganyofilebis gar-
daqmnas saerTaSoriso ganyofilebad. Semdgomi stadia SeiZle-
ba iyos kompanis mier warmoebis organizacia sazRvargareT.
kompania am SemTxvevaSi moqmedebs ukve rogorc transerovnu-
li korporacia da iyenebs saerTaSoriso operaciebis (miwode-
bebis, dafinansebis, warmoebis, marketingis) organizaciisa da
menejmentis saukeTeso saSualebebs. kompania zrunavs glo-
balur SesaZleblobebze da sazRvargareTidan Rebulobs Ta-
visi Semosavlebis 15%-ze mets.
sagareo bazarze gasvlis Sesaxeb gadawyvetilebis miReba
gulisxmobs miznebis dasaxvasa da saerTaSoriso marketingis
politikis SemuSavebas, kargad unda gairkves sazRvargareTi-
dan Semosavlebis miRebis SesaZleblobebi, kerZod, kompaniam
unda gansazRvros, ramdeni qveynis bazarze unda monawile-
obdes da rogor swrafad gaafarToebs igi Tavis saqmianobas.
saerTaSoriso bazarze gasvlis strategiebi iyofa or jgufad:
strategiebi, romlebic eqvemdebarebian CanCqeris princips,
rodesac kompania moicavs erT qveyanas, Semdeg meores da a. S.,
da strategiebi, romlebic organizebulia pulverizatoris
principiT, rodesac kompania drois SezRudul periodSi ga-
dis erTbaSad bevri qveynis bazarze. sul xSiriad warmoiSoba
situacia (gansakuTrebiT maRali donis teqnologiebis sfe-
roSi), rodesac iqmneba globaluri kompaniebi, e. i. Tavidanve
muSaoben msoflio masStabiT. sazRvargareTuli (sagareo)
bazris mimzidveloba damokidebulia gamosaSvebi produqciis
tipze, geografiul faqtorebze, mosaxleobis ricxovnobasa da
misi Semosavlebis doneze, politikur klimatze. arsebobs Za-
lisxmevis koncentraciis rekomendacia `bazrebis triadaze~ _
aSS, dasavleT evropisa da Soreuli aRmosavleTis bazrebze,
vinaidan swored am regionebze modis mTeli saerTaSoriso
vaWrobis ZiriTadi nawili.
ganviTarebadi qveynebis mosaxleobis daukmayofilebeli
moTxovna warmoadgens TiTqmis SeuzRudav SesaZleblobas kve-
bis produqtebis, tansacmlis, sayofacxovrebo teqnikis da sa-
qonlis bazrebis ganviTarebisaTvis. industriulad ganviTare-
buli qveynebis bazrebze lideri kompaniebi miiswrafvian aRmo-
savleT evropis, CineTisa da indoeTis bazrebze. ganviTare-
buli qveynebisa da ganviTarebadi qveynebis ekonomikurad yve-
laze uzrunvelyofili regionebis wilad modis dedamiwis mo-

396
saxleobis 15%-ze naklebi. am qveynebisa da regionebis ganvi-
Tarebadi bazrebis potenciali aiTvises bevrma cnobilma
kompaniebma marketingisadmi tradiciuli midgomis SecvliTa
da saqonlisa da momsaxurebis realizaciis ufro efeqtiani we-
sis gamoyenebiT. magaliTad, CineTSi kompaniebi `Legend~ (kompi-
uterebis warmoeba) da `TCL~ (mobiluri kavSirgabmulobis ope-
ratori) Zalian warmatebulebia, Zlieri ucxoeli konkurente-
bis arsebobis miuxedavad. adgilobrivi gemovnebis codnasTan
erTad maT gaaCniaT ganviTarebuli distributoruli qseli,
gansakuTrebiT soflis adgilebSi.
bolo dros gaZlierda regionuli ekonomikuri integra-
ciis procesebi _ qveynebis gaerTianeba blokebSi vaWrobis Se-
saxeb SeTanaxmebaTa damxmarebiT. es mowmobs imas, rom mimwo-
debeli kompaniebi erTbaSad gadian msxvil regionul bazrebze
da ara calkeuli qveynebis bazrebze. zogierTi qveynebi qmnian
Tavisufali vaWrobis zonebs, an ekonomikur sazogadoebebs
(gaerTianebebs), romlebic gaerTianebulni arian saerTo miz-
nebiT saerTaSoriso vaWrobis regulirebis sferoSi. am mxriv
aRsaniSnavia evrokavSiri (1957 w.). evrokavSiris mizania sa-
qonlis, momsaxurebis, kapitalisa da samuSao Zalis erTiani
bazris Seqmna monawile qveynebs Soris da erTiani politikis
formireba im saxelmwifoebis mimarT, romlebic ar monawileo-
ben kavSirSi. dRes evrokavSiri warmoadgens erT-erT umsxvi-
les msoflio bazars. monawile qveynebis momxmarebelTa rao-
denoba aRwevs 500 milions, romelTa wilad modis msoflio
eqsportis erT meoTxedze meti. evrokavSiris monawile qvey-
nebSi moqmedebs erTiani evropuli valuta _ evro.
CrdiloeT amerikaSi praqtikulad yvela savaWro barieri
moxsnilia aSS-sa da kanadas Soris jer kidev 1989 wlidan. 1994
wels ianvarSi aSS, kanadam da meqsikam xeli moaweres Crdilo-
amerikul SeTanxmebas Tavisufali vaWrobis Sesaxeb (NAFTA),
romlis saboloo mizania erTiani bazris formireba, romlis
momxmarebelTa ricxvi Seadgens 360 milion kacs, xolo warmao-
buli da momxmarebuli saqonlisa da momsaxurebis moculoba
_ $6, 7 trilions. SeTanxmebis Tanaxmad 15 wlis ganmavlobaSi
unda moixsnas yvela savaWro barieri da SezRudvebi vaWrobaSi
monawile qveynebs Soris (mis xelmoweramde amerikuli saqo-
neli meqsikaSi ibegreboda baJiT 13%-iani ganakveTiT, xolo
meqsikuri saqoneli aSS-Si _ 6%-iani baJiT).
Tavisufali vaWrobis sxva zonebi yalibdeba laTinur ame-
rikaSi. magaliTad, `MERCOS~ akavSirebs erTian sistemaSi bra-
397
zilias, argentinas, paragvaisa da urugvais. Tavisufali vaW-
robis warmatebiT moqmedi zona Seqmna Cilem meqsikasTan. savse-
biT SesaZlebelia, rom momavalSi warmoiSvas Tavisufali vaW-
robis saerToamerikuli zona.
wynari okeanis zonis 21 saxelmwifo, romelTa rcixvSi Sedi-
an `NAFTA~-s wevri qveynebi, iaponia da CineTi, ganixilaven Ta-
visufali vaWrobis wynari okianis zonis Seqmnis problemas
azia-wynari okeanis ekonomikuri TanamSromlobis (APEC) pat-
ronaJiT. Tavisufali vaWrobis regionuli zonebis Seqmnas
aqtiurad cdiloben karibis auzis, samxreT-aRmosavleT aziis
da afrikis zogierTi regionis qveynebSi.
xazgasmiT unda aRiniSnos, rom aucilebelia TiToeuli
erisa da qveynis individualuri Tvisebebisa da Tavisebure-
bebis gaTvaliswineba. nebismieri saxelmwifos mosaxleobis
mzaoba ama Tu im saqonlis (momsaxurebis) moxmarebisadmi da mi-
si bazris mimzidveloba ucxouri firmebisaTvis ganisazRvreba
ekonomikuri, politikuri da kulturuli TaviseburebebiT.
bevri kompania amjobinebs saqonlis eqsportirebis da warmoe-
bis organizacias mezobel qveynebSi, vinaidan kompaniebis xel-
mZRvanelobam ukeT icis axlo bazrebis moTxovnileba da Se-
uZlia ufro efeqtianad gaakontrolos xarjebi. bunebrivia,
rom Sveduri kompaniebi ewevian produqciis eqsports mezobel
skandinaviis qveynebSi, xolo amerikuli saqonlis gasaRebis
umsxvilesi bazrebia kanada da meqsika. aRniSnulTan dakavSi-
rebiT mniSvnelovani faqtoria sxvadasxva qveynebis mosaxleo-
bis fsiqologiuri siaxlove. bevri amerikuli kompania amjo-
binebs gayidos saqoneli kanadaSi, inglisSi an avstriaSi da ara
germaniasa da safrangeTSi, enis, erovnuli kanonmdeblobisa da
kulturis msgavsebis gamo. mniSvnelovania Bechtel Corporation-is
faqtori. am mxriv TiToeul qveyanas gaaCnia Tavisi plusebi da
minusebi. magaliTad, singapuri flobs kvalificiur, ganaTle-
bul, inglisuri enis mcodne samuSao Zalas, gamoirCeva po-
litikuri stabilurobiT da sxva, magram misi mosaxleobis
rocxovnoba arasoliduria.
kompania, rogorc wesi, Rebulobs gadawyvetilebas konkre-
tuli qveynis bazarze gasvlis Sesaxeb, Semdgomi misi nabijia am
bazarze SeRwevis optimaluri strategiis damuSaveba. mxedve-
lobaSia misaRebi iseTi strategiebi, rogoricaa arapirdapiri
(iribi) eqsporti, pirdapiri eqsporti, licenzireba, erTobli-
vi sawarmoebi da pirdapiri investiciebi (ix. nax. 14.2). sagareo
bazarze TiToeuli momdevno strategia gulisxmobs organiza-
398
ciis (kompaniis) pasuxismgeblobis, riskis, kontrolisa da po-
tenciuri mogebis donis amaRlebas.

nax. 14.2. saerTaSoriso bazarze gasvlis xuTi SesaZlo strategia

sazRvargareTul (sagareo) bazarze gasvlis bunebrivi wesia

saqonlis eqsporti. SemTxveviTi (araregularuli) eqsporti
saerTaSoriso vaWrobaSi monawileobis pasiuri variantia,
rodesac kompania gadis sagareo bazarze drogamoSvebiT, Ta-
visi iniciativiT an ucxouri SekveTis miRebisas. aqtiuri
eqsporti niSnavs, rom kompania Rebulobs gadawyvetilebas
konkretul bazarze saqonlis miwodebebis gafarToebis Se-
saxeb. orive SemTxvevaSi kompania awarmoebs produqcias Tavis
qveyanaSi, sazRvargareTuli bazris specifikuri moTxovnebis
gaTvaliswinebiT. pirveli nabiji sagareo bazrisaken iribi
eqsportia; romelic xorcieldeba damoukidebeli Suamavle-
bis meSveobiT. adgilobrivi Suamavali-eqsportiori yi-
dulobs produqcias mwarmoebelTan da Semdeg yidis mas saz-
RvargareT. adgilobrivi agenti-eqsportiori eZebs
myidvelebs sagareo bazarze da uTanxmdeba maT miwodebebis Se-
saxeb, Rebulobs ra amisTvis sakomisio gasamrjelos. am jgufSi
Sedian savaWro kompaniebi. kooperaciuli organizacia
axorcielebs miwodebas sagareo bazarze ramdenime mwarmo-
eblis saxeliT da nawilobriv maTi administraciuli
399
kontroliT. mwarmoeblebis mier xSirad gamoiyeneba umarti-
vesi produqtebi _ xili, kakali da a. S. saeqsporto firma
(kompania) xelmZRvanelobs mwarmoebeli kompaniis sa-
eqsporto saqmianobas SeTanxmebul gasamrjeloze. iribi
eqsporti flobs or upiratesobas: 1) misi ganxorcielebisTvis
saWiroa mcire saxsrebi _ ar aris aucilebeli saeqsporto
ganyofilebis Seqmna, romelic ganaxorcielebs gayidvebs; 2)
aseTi eqsporti naklebad sariskoa, vinaidan Suamavlebi
moqmedeben TavianTi iniciativiT, emyarebian ra sazRvarga-
reTuli bazrebis koniunqturas, da, rogorc wesi, uSveben
nakleb Secdomebs.
kompania rodesac Rebulobs gadawyvetilebas produqciis
damoukidebeli eqsportis Sesaxeb, maSin investiciebi da riski
ramdenadme izrdeba, magram izrdeba potenciuri mogebac.
arsebobs pirdapiri eqsportis organizaciis ramdenime wesi:
¾ kompaniis saeqsporto qvedanayofi (ganyofileba).
saeqsporto ganyofileba SeiZleba warmoadgendes
avtonomiur qvedanayofs, romelic muSaobs rogorc mo-
gebis calke centri;
¾ sazRvargareTuli gasaRebiTi filiali an Svilobili
kompania. gasaRebis filiali axorcielebs produqci-
is realizaciasa da gavrcelebas, zogjer mas ekisreba
saqonlis Senaxvisa da win wawevis, demonstrirebisa da
momsaxurebis centris funqciebi;
¾ savaWro warmomadgenlebi. kompania iyenebs Tavis sa-
vaWro warmomadgenlebs, romlebic igzavnebian sazRvar-
gareT iqauri klientebis (myidvelebis) mosaZebnad;
¾ ucxoeli distributorebi an agentebi. kompania pro-
duqciis gayidvebis organizaciisaTvis mimarTavs sazR-
vargareTel distributorebs an agentebs, romelbsac
SeiZleba mieniWoT eqskluziuri an SezRuduli ufleba
waradginos mwarmoebeli konkretul qveyanaSi.
rogorc pirdapiri, aseve iribi eqsportis dros kompaniebi
iyeneben situaciis Sefasebis saSualebas, romlis safuZvelze
SeiZleba miRebul iqnes gadawyvetileba mwarmoebeli sawarmos
mSeneblobisa da produqciis gamoSvebis Sesaxeb sazRvargareT.
sazRvargareTul bazrebze mofiqrebuli gasvlis meoxebiT
amerikuli kompania University Games gadaiqca saerTaSoriso
organizaciad (firmad) $50 milionze meti SemosavliT weli-
wadSi.

400
 adre SesaZlo myidvelebisaTvis (momxmareblebisaTvis) pro-
duqciis wardgenis erT-erTi saukeTeso wesi iyo monawileoba
sazRvargareTul gamofenebze. internetis ganviTarebiT amis
aucilebloba gaqra: globaluri qseli SesaZleblobas aZlevs
did da mcire kompaniebs warudginon TavianTi produqcia saz-
RvargareTel momxmareblebsa da distributorebs, rogorc
ityvian, `Sinidan gausvlelad~. globaluri eleqtrokomerci-
is wamyvan monawileebs Soris arian avtomwarmoeblebic (CM),
katalogebiT movaWreebic (L. L. Bean da Lands'End), sasporto
fexsacmlis mwarmoeblebic (Nike da Reebok), sakuTriv eleqt-
ronuli kompaniebic (Amazon.com). eseni da sxva kompaniebi iyene-
ben internets sazRvargareT axali myidvelebis mocvisaTvis,
arsebuli myidvelebis SenarCunebisaTvis, romlebic cxovro-
ben sazRvargareT, ucxoeli mimwodeblebis mosazidad, Tavi-
anTi savaWro markebis Sesaxeb codnis formirebisaTvis glo-
baluri masStabiT. interneti gaxda saeqsporto sferoSi au-
cilebeli informaciis miRebis da yvelaze perspeqtiuli mi-
marTulebis gansazRvris, marketinguli kvlevebis Catarebisa
da myidvelebisTvis SeTavazebis efeqtiani saSualeba, moxer-
xebuli saSualeba SekveTisa da saqonlis anazRaurebisaTvis.
licenzireba saerTaSoriso marketingis organizaciis erT-
erTi yvelaze martivi saSualebaa. igulisxmeba ucxouri kom-
paniisaTvis Tavisi sawarmoo da savaWro saidumloebis, savaWro
markis an patentis gamoyenebis uflebis miniWeba da amgvarad
sazRvargareTul bazarze gasvla minimaluri riskis pirobebSi.
Sedegad dainteresebuli mxare Rebulobs sawarmoo codnasa
da gamocdilebas an cnobil produqts (savaWro markas). arse-
bobs salicenzio SeTanxmebebis ramdenime varianti. sastumro
kompaniebi Huatt da Marriot iyeneben kontraqtiT marTvis vari-
ants, rodesac romelime organizacia (firma) gansazRvrul ga-
samrjeloze axorcielebs maTi sastumroebis menejments.
sxva saSualeba (varianti) sazRvargareTul bazarze gasvlisa
aris warmoeba kontraqtis mixedviT, rodesac kompania Ta-
visi produqciis gamoSvebas avalebs adgilobriv mwarmo-
eblebs. dabolos, kompanias SeuZlia gavides sazRvargare-
Tul bazarze frenSaizingis _ licenzirebis ganviTare-
buli formis daxmarebiT. frenSaizis gamyidveli (frenSai-
zeri) sTavazobs myidvelebs Tavis savaWro markas da mowesri-
gebul sawarmo sistemas. frenSaizi, Tavis mxriv, abandebs fuls
am sistemis danergvaSi da uxdis frenSaizers gasamrjelos.
gansakuTrebiT warmatebiT iyenebs saerTaSoriso frenSaizings
401
iseTi amerikuli kompaniebi, rogoricaa McDonald's, KFC da
Avis.
ucxoel investorebs SeuZliaT gaaerTianon Zalisxmeva
adgilobriv biznesmenebTan da Seqmnan erToblivi sawarmo-
ebi; am SemTxvevaSi ucxouri kompania anawilebs sawesdebo ka-
pitals, warmoebis kontrols adgilobriv kompaniasTan:
¾ Coca-Cola da Nestle aerTianeben Zalisxmevas moxmarebi-
saTvis mza Caisa da yavis saerTaSoriso bazris ganvi-
TarebisaTvis. amJamad es sasmelebi sargebloben didi
popularobiT iaponiaSi;
¾ Prokter & camble Seqmna sabavSvo amosafeni Cvris warmoebis
erToblivi sawarmo Tavis konkurent italiur kompania
Fater-Tan erTad, romelTanac erTad exla igi emsaxureba
didi britaneTisa da italiis bazrebs;
¾ imisaTvis rom SeeRwia eleqtronikis evropis bazarze,
sayofacxovrebo teqnikis amerikulma mwarmoebelma kom-
pania Whirlpool-ma SeiZina holandiuri koncern Philips-is
Sesabamisi qvedanayofis aqciebis 53%.
erToblivi sawarmos Seqmna SeiZleba aucilebeli an sasur-
veli iyos ekonomikuri an politikuri mizezebiT. SesaZle-
belia, ucxourma kompaniam finansuri, materialuri da me-
nejmenturi resursebis naklebobis gamo Seqmnas erToblivi
sawarmo rogorc bazrebze SeRwevis aucilebeli piroba.
erToblivi sawarmos Seqmna daxurul bazrebze gasvlisaTvis
sWirdebaT gigant korporaciebsac ki. magaliTad, kompania
Unilever-ma CineTis bazarze SeRwevisaTvis Seqmna erToblivi
sawarmo adgilobriv saxelmwifo investiciur kompaniasTan
(Sumstar).
sazRvargareTul bazarze gasvlis bolo formaa sakuTari
amwyobi an warmoebiTi sawarmo, rogorc pirdapiri investi-
ciebis Sedegi. ucxour kompanias SeuZlia SeiZinos adgilob-
rivi kompaniis aqciebi an aqciebis sakontrolo paketi an kidev
moawyos sakuTari warmoeba. magaliTad, `Ceneral Motors~-ma ga-
naxorciela miliardi dolaris investiciebi msoflios bevri
qveynis warmoebaSi (Shangrai CM, Fiat Auto Holdings, Isuzu, Daewoo,
Sazuki, Saab, Fuji Heavy Industries, Jinbei CM Automotive Co, AbmoBA3).

402
 14.2. sagareo bazarze gasvlis marketinguli
programis damuSaveba da organizacia

kompaniebs, romlebic muSaoben sagareo bazrebze, uwevT

Seuguon marketinguli strategia adgilobriv pirobebs. zo-
gierTi maTgani iyenebs marketing-miqsis _ saqonlis, win wa-
wevisa da gavrcelebis arxebis _ globaluri standartiza-
ciis politikas. marketinguli programis standartizaciis
zogierTi upiratesobani da naklovanebani motanilia 14.1
cxrilSi. sxva `polusze~ arian kompaniebi, romlebic miiCne-
ven ufro sargeblianad adaptirebul marketing-miqss, ro-
desac mwarmoebeli marketingul programas uxamebs konkre-
tul bazars. am or ukiduresobas Soris arsebobs bevri Sua-
leduri varianti. brendebis umravlesoba ama Tu im zomiT
adaptirebulia sxvadasxva savaWro markebis damuSavebasTan,
konkurenciis faqtorebTan, momxmarebelTa qcevasTan, sa-
marTlebriv Tu politikur garemosTan. momxmarebelTa sxva-
dasxva moTxovnilebebisa da survilebis dakmayofilebisaTvis
SeiZleba gaxdes saWiro sxvadasxva marketinguli programebi.
saxelmwifoebs Soris SeiZleba arsebobdes aSkara kulturuli
gansxvavebebic. gamoyofen kulturis oTx maxasiaTebels, rom-
lebiTac SeiZleba gansxvavdebodnen qveynebi:
cxrili 14.1
globaluri marketingis upiratesobani da
naklovanebani

upiratesobani
¾ masStabis efeqti warmoebasa da gavrcelebaSi;
¾ ufro dabali danaxarjebi marketingze;
¾ sabazro Zalaufleba da mocva;
¾ savaWro markis imijis erTianoba;
¾ axali ideebis swrafad da efeqtianad realizebis unari;
¾ marketinguli praqtikis erTianoba.
n a k l ov a n e b a n i
¾ gansxvavebani momxmarebelTa moTxovnilebebSi, survilebSi, sa-
qonlis gamoyenebis xasiaTSi;
¾ gansxvavebani momxmarebelTa reaqciaSi marketing-miqsis ele-
mentebze;
¾ gansxvavebani saqonlisa da savaWro markebis damuSavebaSi da
konkretul garemoSi;
¾ gansxvavebani samarTlebriv garemoSi;
¾ gansxvavebani marketingul organizaciaTa garemoSi;
¾ gansxvavebani administraciul procedurebSi.

403
 ¾ individualizmi an koleqtivizmi. koleqtivistur
sazogadoebaSi, magaliTad iaponiaSi, adamianis sta-
tusi ganisazRvreba ufro socialuri sistemiT, vidre
individualuri miRwevebiT;
¾ Zalauflebis mokle an grZeli distancia. qveynebi
Zalauflebis grZeli distanciiT, rogorc wesi, arian
naklebad egalitarulebi (gaTanabrebiTi);
¾ vaJkacuroba an qaluroba. kulturaSi ra zomiT do-
ninireben Seupovari mamakacebi an mzrunveli qalebi;
¾ ganusazRvrelobis susti an Zlieri Tavidan acileba.
adamianebi ramdenad tolerantulia an ar gaaCniaT riskis
midrekileba.
cnobil globalur brendebsac (Toyta da sxv.) ki msoflios
sxvadasxva bazrebze gaaCniaT zogierTi gansxvavebuloba sa-
qonlis, SefuTvis, gavrcelebis arxebis, faswarmoqmnis an win
wawevis mimarT.
saqonlis zogierTi tipi ukeT Seesabameba sazRvargareTu-
li bazrebis moTxovnebs, vidre danarCeni tipebi. magaliTad,
kvebis produqtebisa da sasmelebis mwarmoeblebma unda ga-
iTvaliswinon gemovnebis arsebiTi gansxvavebebi msoflios
sxvadasxva qveyanaSi. gamoyofen saqonlis adaptacis da mis
sazRvargareTul bazarze win wawevis xuT strategias (nax. 14.3).

nax. 14.3. adaptaciis strategiebi da saqonlis win waweva sagareo

bazrebze

saerTaSoriso bazarze saqonlisa da momsaxurebis gatani-

sas savaWro markebis zogierTi elementi aucileblad unda
Seicvalos, rac ganpirobebulia sxvadasxva qveynis kulturis
TaviseburebebiT. amasTan dakavSirebiT gasaTvaliswinebelia

404
zogierTi Secdomebi, romlebsac uSveben mimwodebeli (mwar-
moebeli) kompaniebi (ix. cxrili 14.2).1
cxrili 14.2
amerikuli kompaniebis Secdomebi sagareo
bazarze gasvlisas

1. frangebi Zalian gulgrilad Sexvdnen kompania Hallmark-is Ria ba-

raTebs, vinaidan maT ar uyvarT iafi sentimentebi da amjobine-
ben Ria baraTze warweris gakeTebas damoukideblad.
2. kompania PhiLips-ma miaRwia warmatebas iaponiaSi mxolod mas
Semdeg, rac yavadanis sidideebi SesabamisobaSi iyvnen moyvanili
iaponur samzareulos pawawina WurWelTan, xolo eleqtro-
saparsis sidideebi _ iaponelebis xelis mtevanTan.
3. Coca-Cola-s espaneTis qarxnebma uari Tqves sasmelebis orlitri-
an boTlebSi Camosxmaze, vinaidan aRmoCnda, rom isini Znelad
Tavsdebian am qveynisaTvis tradiciul mcire macivrebSi.
4. kompania Ceneral Foods-is mier warmoebulma sasmelma `Tang~ ga-
nicada fiasko safrangeTSi, ramdenadac pozicirebda rogorc
sauzmis forToxlis wvenis Semcvleli.
5. kompania Kellog's Rvezelebis (Pop-Tarst) did britaneTSi gayidve-
bis moculobebi aRmoCndnen dagegmil maCveneblebze arsebiTad
dabla, ramdenadac TiToeul britanul saxlSi ara aqvT tosteri,
xolo TviT produqti ingliselebis mier aRiqmeba rogorc me-
tismetad tkbili.
6. General Foods-ma milionobiT dolari daxarja, cdilobda ra
eswavlebina iaponeli momxmareblebisTvis keqsebis gamocxoba.
kompaniam ar gaiTvaliswina is garmeoeba, rom haerRumeli aqvT ia-
ponuri ojaxebis mxolod 3%-s.
7. iaponiis bazars miawoda ra iatakis mastika, kompania S. C. Johnson-ma
ar gaiTvaliswina, rom misi gamoyenebis Semdeg iataki xdeba sria-
la, xolo iaponelebi Sin dadian fexSiSvela.

kompanias SeuZlia sagareo bazrebze gamoiyenos marketin-

guli komunikaciebis ukve aprobirebuli programebi an Secva-
los isini TiToeuli axali bazris pirobebis Sesabamisad. mo-
cemul process uwodeben komunikaciebis adaptacias. im
SemTxvevaSi, rodesac kompania axamebs sagareo bazris moT-
xovnebs saqonelsac, win wawevis RonisZiebebsac, procesi ata-
rebs ormagi adaptaciis saxelwodebas. adaptaciis yvelaze
martivi variantia Secvala mxolod saqonlis saxelwodebis,
warweris enis da feris. magaliTad, birmasa da zogierT la-
Tinoamerikul qveynebSi mewamuli feri asocirdeba sikvdil-

1
Котлер Ф., Келлер К. Л., dasax. wigni, gv. 729.
405
Tan; TeTri feri indoeTSi glovis feria; mwvane feri malai-
ziaSi ganasaxierebs avadmyofobas.
meore variantia globaluri masStabiT erTi Temis (sagnis)
gamoyeneba, magram romelic adaptirebulia TiToeuli konk-
retuli bazris mimarT. magaliTad, saponi `Camay~-s rekla-
maSi lamazi qali Rebulobs abazanas. venesuelaSi xdeboda
gorgolaWis demonstrireba, romliTac saabazano oTaxSi Se-
dioda mamakaci, italiasa da safrangeTSi ekranze gamoCnde-
boda mxolod mamakacis xelebi, iaponiaSi mamakaci elodeba
qals sastumroSi. pizicirebis idea rCeba ucvleli, xolo mi-
si SemoqmedebiTi Sesruleba varirebs adgilobrivi aRqmis
Taviseburebebis Sesabamisad.
mesame midgoma, romelsac iyeneben kompaniebi Coca-Cola da
Coodyear, mdgomareobs reklamis globaluri fondis damuSa-
vebaSi, romlidanac sxvadasxva qveynis sareklamo saagentoe-
bi arCeven maTTvis yvelaze Sesafer variants. dabolos, zo-
gierTi kompania SesaZleblobas aZlevs Tavis regionul me-
nejerebs daafinanson reklamis damuSaveba Tavisi qveynebi-
saTvis. magaliTad, kompania Kraft-is reklama `Cheer Whiz~ iTva-
liswinebs, rom puerto-rikoSi yvels Wams ojaxebis 95% (yveli
Tavsebadia TiTqmis nebismier produqtTan), kanadaSi _ oja-
xebis 65% (savaldebuloa dilis buterbrodi yvelTan), xolo
aSS-Si _ yveli iTvleba mavne sakvebad fast-fudis msgavsad.
saWiroebs adaptacias informaciis saSualebaTa SerCevac.
norvegiaSi, belgiasa da safrangeTSi (xolo amJamad aSS-Sic)
akrZalulia sigaretisa da alkoholis (aSS-Si nebadarTulia
mxolod ludis reklama) satelevizio reklama. italiasa da
avstriaSi kontrolzea satelevizio reklama, romelic ori-
entirebulia bavSvebze. saudis arabeTSi ar aris rekomende-
buli reklamaSi qalTa saxeebis gamoyeneba, indoeTSi rekla-
maze dawesebulia gadasaxadebi. gansxvavebulia masobrivi
informaciis saSualebebis rolic. italiaSi Jurnalebi Zi-
riTadi reklamis matareblebia, magram mezobel avstriaSi
isini ar sargebloben gansakuTrebuli popularobiT. kompa-
niebs uwevT adgilobriv pirobebTan gasaRebis stimulirebis
meTodebis adaptirebac. zogierT evropul qveyanaSi SemoRe-
bulia akrZalva an SezRudva daTmobebze, Rirebulebis nawilis
dabrunebaze, kuponebze, saCuqrebze da sxv. magaliTad, ger-
maniaSi kompania Land's End-ma ver SeZlo fulis dabrunebis Ta-
visi garantiis reklamireba, Tumca fuli dabrunebul saqo-

406
nelze faqtiurad unazRaurdebaT. germanuli kanoni krZalavs
daTmobis 3%-ze metis dadgenas sapreiskuranto fasidan.
saerTaSoriso bazarze transerovnuli kompaniebi ejaxebian
produqciaze fasebis dadgenis (dawesebis) specifikur prob-
lemebs: fasebis eskalacia, transfertuli fasebi, dempingi
da `ruxi~ bazari. saerTaSoriso bazarze muSaobis erT-erTi
siZnelea fasebis eskalacia. italiaSi xelCanTa Gucci-i Se-
iZleba Rirdes $420, xolo aSS-Si _ $240. ratom? imitom rom
mwarmoeblis fass emateba satransporto xarjebi, sabaJo ga-
dasaxadebi, importiorebis, sabiTumo da sacalo movaWreTa
danaricxebi. dRg da savaluto kursebis cvlilebebis gaTva-
liswinebiT sagareo bazarze unda gaiyidos fasiT, 2-5-jer
metad mwarmoeblis fasTan SedarebiT, rom mwarmoebelma mii-
Ros igive mogeba, rac saSinao bazarzea. fasebis eskalaciis
sidide damokidebulia konkretul qveyanaze, rac imas niSnavs,
rom kompaniam unda daamuSavos faswarmoqmnis gansakuTrebuli
politika TiToeuli bazrisaTvis cal-calke. gamoyofen ase-
Ti politikis sam variants:
¾ unificrebuli fasebis daweseba. kompania Coca-Cola
awesebs erTian fass mTel msoflioSi _ 75 centi erTi
qila. es niSnavs imas, rom mogebis marJa meryeobs sxva-
dasxva qveynis ekonomikuri pirobebis mixedviT. aseTi
strategiis Sedegia sxva sasmelebis fasTan SedarebiT
meti fasis daweseba sustadganviTarebul qveynebSi da
Semcirebuli fasisa _ qveynebSi cxovrebis maRali do-
niT;
¾ sabazro fasis daweseba TiToeul qveyanaSi. Coca-Cola-
s aqvs SesaZlebloba daawesos TiToeul qveyanaSi fasi,
romelic yalibdeba mocemul momentSi bazarze. magram
aseTi strategia ar iTvaliswinebs gansxvavebebs warmo-
ebis xarjebSi qveynebs Soris. amasTan SeiZleba Seiqmnas
situacia, rodesac gadamyidvelebi SeiZenen sasmels im
regionSi, sadac iyideba ufro iafad, da gaagzavnian mas
iq, sadac igi ufro Zviria;
¾ fasis daweseba xarjebis safuZvelze TiToeul qve-
yanaSi. Coca-Cola-s SeeZlo ganesazRvra fasi rogorc
xarjebis Tanxa plus standartuli daricxva. magram ase-
Ti politika aiZulebs kompanias datovos bazrebi, rom-
lebzec sawarmoo danaxarjebi metismetad didia.
bevri amerikuli mwarmoebeli kompania miiCnevs, rom mas
Semdeg rac saqoneli datovebs qarxnis teritorias, maTi mu-
407
Saoba mTavrdeba, Tumca, maTTvis aucilebelia informacia
saqonlis moZraobis Sesaxeb gavrcelebis arxebis mixedviT. e. i.
kompanias, romelic muSaobs sazRvargareTul bazarze, unda
hqondes zusti warmodgena saqonlis gavrcelebis arxebis yve-
la monawilis Sesaxeb saboloo gamomyeneblamdec ki. 14.4 na-
xazze warmodgenilia ZiriTadi kavSirebi mwarmoebelsa da
saboloo gamomyeneblebs Soris.

nax. 14.4. gavrcelebis arxebi saerTaSoriso marketingSi

es kavSirebi uzrunvelyofen: 1) mwarmoeblis saerTaSo-

riso marketingis ganyofilebas, romelic Rebulobs ga-
dawyvetilebebs gavrcelebis arxebisa da sxva marketing-miqsis
Semadgenlebis Sesaxeb; 2) gavrcelebis saerTaSoriso
arxebs, romelTa saSaulebiT saqoneli miwodeba sazRvridan
sazRvramde. gadawyvetilebebi, romlebic dakavSirebulia mar-
ketingul arxebTan, iTvaliswineben SuamavlTa tipebis (agen-
tebi, savaWro kompaniebi), transportirebis saSualebebis (zRva,
haeri), finansirebis gansazRvras da SeTanxmebas riskis ga-
nawilebis Sesaxeb; 3) arxebi sxva saxelmwifos SigniT, ro-
melTa saSualebiT saqoneli gadaadgildeba miRebis punqtidan
saboloo myidvelebamde da gamomyeneblamde. gavrcelebis
arxebSi erovnuli gansxvavebani Zalian TvalSi sacemia. iaponia-

408
Si kompania Procter & Camble waawyda msoflioSi gavrcelebis yve-
laze rTul sistemas. igi awvdis sapons generalur biTumad mo-
vaWres, romelic axorcielebs mis gadayidvas saqonlis moce-
muli tipis distributorze. es ukanaskneli, Tavis mxriv,
axdens saqonlis realizacias specializebul mebiTumeze,
romelic awvdis mas regionul sabiTumo kompaniebs, romle-
bic asaReben produqcias adgilobriv mebiTume movaWreebze.
eseni ki axdenen saqonlis realizacias maRaziebze. yovelive
amis Semdeg saqonlis saboloo fasi momxmareblebisaTvis
aRemateba mwarmoeblis gasacem fass 2-3-jer. sxva gansxvaveba
mdgomareobs sxvadasxva qveynis sacalo vaWrobis moculobasa
da xasiaTSi. Tu aSS-Si gabatonebulia msxvili sacalo vaWrobis
qseli, sxva qveynebis umravlesobaSi sacalo vaWroba mcire
movaWreTa xelSia. indoeTSi milionobiT sacalo movaWre yi-
dis saqonels patara maRaziebSi an ubralod bazrebze. maTi
daricxva friad maRalia. indoeTSi sigaretebi xSirad iyi-
deba calobiT. rodesac transerovnuli kompaniebi Sedian maT-
Tvis axal qveynebSi, isini amjobineben saqme hqondeT adgi-
lobrivi bazris mcodne distributorebTan.
mniSvnelovania sakiTxi qalaqebisa da qveynebis imijis Se-
saxeb, romelic gavlenas axdens ara marto turizmze, aramed
komerciazec. ucxouri kompaniebis mizidva didi plusia adgi-
lobrivi ekonomikisa da biznesisaTvis: axali samuSao adgi-
lebi, infrastruqturis gaumjobeseba. veneciis saxeli grgvi-
navs (quxs) mTel msoflioSi, rac exmareba mimwodeblebs ga-
yidon yvelaferi, frinvelidan dawyebuli sunamoebiT damTav-
rebuli. qalaqis xelisuflebam icis amis Sesaxeb da cdilobs
isargeblos Camoyalibebuli imijiT. man Seqmna specialuri
savaWro marka, licenziebi, romelTa sargebloba gadaecemaT
sxvadasxva mwarmoeblebs. honkongis xelisuflebamac Seqmna
Tavisi qalaqi _ saxelmwifosaTvis simbolo: esaa stilize-
buli drakoni, romelic axdens qveynis sakvanZo faseuloba-
Ta simbolizebas. droTa ganmavlobaSi damokidebuleba qveyni-
sadmi SeiZleba Seicvalos. magaliTad, meore msoflio omamde
iaponia ganTqmuli iyo yvelafriT, magram ara xarisxiT. Sony,
Fonda, Toyta da sxva iaponurma kompaniebma dadebiTad Secvales
adamianTa azri xarisxis mxrivac.
saerTaSoriso marketinguli saqmianobis menejmentma SeiZ-
leba miiRos sami formidan erT-erTi: saeqsporto ganyofile-
ba, saerTaSoriso qvedanayofi an globaluri organizacia. kom-
paniis saerTaSoriso bazarze gasvlis pirveli etapia saerTa-
409
Soriso vaWrobis ganxorcieleba. Tu izrdeba sagareo miwo-
debebis moculoba, kompana qmnis saeqsporto ganyofilebas,
romelic Sedgeba gayidvebis menejerisa da ramdenime xelqve-
iTisagan. vaWrobis moculobebis Semdgom zrdasTan dakavSi-
rebiT saeqsporto ganyofileba farTovdeba da masTan erTian-
deba sxvadasxva marketinguli samsaxurebi, rom kompaniam SeZ-
los muSaoba sagareo bazarze ufro agresiulad. Tu kompania
sazRvargareT moawyobs erTobliv sawarmos an axorcielebs
pirdapir investiciebs, saeqsporto ganyofileba Tavs daa-
nebebs saerTaSoriso operaciebis marTvis moTxovnebs. bevri
kompania muSaobs ramdenime sazRvargareTul bazarze da mo-
nawileobs mTlianad rig erTobliv sawarmoebSi. adre Tu gvi-
an saerTaSoriso saqmianobis (biznesis) koordinaciisaTvis
kompaniebi qmnian saerTaSoriso qvedanayofebs, romlebsac
Cveulebrivad xelmzRvaneloben maRali donis menejerebi.
isini gansazRvraven sagareo bazrebze saqmianobis miznebsa
da Sesabamis biujetebs da kisruloben pasuxismgeblobas saz-
RvargareT gayidvebis moculobebis gadidebisaTvis.
saerTaSoriso qvedanayofebis personali Sedgeba funqciu-
ri specialistebisagan, romlebic mowodebulni arian moem-
saxuron biznes-erTeulebis sagareo-ekonomikur (saerTaSo-
riso biznesis) saqmianobas. sturuqturuli erTeulebi SeiZ-
leba organizebul iqnen ramdenime wesiT: 1) geografiuli
niSniT. saerTaSoriso qvedanayofis prezidents am SemTxve-
vaSi emorCilebian vice-prezidentebi, romlebic kurireben
CrdiloeT amerikas, laTinur amerikas, evropas, afrikas, Sua
da Soreul aRmosavleTs. regionul vice-prezidentebs eqvem-
debarebian menejerebi konkretuli saxelmwifoebis mixedviT,
romlebic pasuxs ageben gayidvebis, distributorebisa da
licenziatebis ganyofilebaTa funqcionirebisaTvis Sesabamis
qveynebSi; 2) sturuqtuli erTeuli sakmaod xSirad kisrulobs
pasuxismgeblobas saqonlis jgufze mTel msoflioSi. Ti-
Toeuli aseTi erTeulis saTaveSia saerTaSoriso vice-prezi-
denti, romelic pasuxismgebelia TiToeuli sasaqonlo jgufis
gayidvebis organizaciaze; 3) biznes-erTeuli SeiZleba iyos
sazRvargareTuli Svilobili kompania, romelsac xelmZRva-
nelobs prezidenti romelic angariSvaldebulia saerTaSori-
so qvedanayofis meTauris winaSe. bevri mravalerovnuli
(transerovnuli) kompania periodulad cvlis saerTaSoriso
qvedanayofis organizacias.

410
 zogierTi kompaniebi gadaiqcnen namdvil globalur orga-
nizaciebad. maTi umaRlesi xelmZRvaneloba da personali
msoflio masStabiT gegmaven warmoebis (bizness), marketingul
strategiebs, finansur nakadebs da logistikur sistemebs.
globaluri struqturuli erTeulebi emorCilebian uSualod
kompanis aRmasrulebel direqtors an aRmasrulebel komi-
tets da ara saerTaSoriso qvedanayofs. kompaniis xelmZRva-
nelebs gaaCniaT gamocdileba ara marto saSinao Tu saerTa-
Soriso, aramed globalur saqmianobaSic. aseTi kompaniebi
awydebian organizaciuli xasiaTis gansazRvrul sirTule-
ebs, romelTa gadalaxva SesaZlebelia Sesabamisi strategie-
bis gamoyenebiT. gamoyofen sam organizaciul strategias:
¾ globaluri strategia gulisxmobs mTeli msoflios
rogorc erTiani bazris ganxilvas. igi gamarTlebulia
im SemTxvevebSi, rodesac arseboben wanamZRvrebi `glo-
baluri integraciisaTvis~, xolo erovnul specifikas
ar aqvs gansakuTrebuli mniSvneloba. magaliTad, kompa-
nia Matsushita uswrebs Tavis konkurentebs GE da Philips-s,
ramdenadac globaluri masStabiT misi moqmedebebi
ukeT aris koordinirebuli da standartizebuli;
¾ mravalerovnuli strategia: msoflio ganixileba ro-
gorc erovnuli bazrebis portfeli. igi gamarTlebulia
im SemTxvevaSi, rodesac wanamZRvrebi `pasuxismgeblobis
adgilze~ gadacemisaTvis Warboben faqtorebs, romle-
bic xels uwyoben globalur integracias. mocemuli
strategia gamoiyeneba samarko dafasoebuli saqonli-
saTvis (SefuTuli produqtebi, sarecxi saSualebebi);
¾ `globaluri~ (globalur-lokaluri) strategia gu-
lisxmobs ZiriTadi elementebis standartizacias da
danarCenebis lokalizacias. am strategiis gamoyeneba
mizanSewonilia telekomunikaciebis sferoSi, rodesac
TiToeuli qveynisaTvis saWiroa mowyobilobis garkveu-
li adaptacia, magram amasTan erTad mwarmoebels aqvs
ZiriTadi komponentebis standartizebis SesaZlebloba.
bevri kompania cdilobs Seaxamos globaluri kontroli
adgilobrivi da regionuli qvedanayofebis aqtiur monawi-
leobasTan. aseTi balansis miRweva ioli ar aris. magaliTad,
Coca-Cola-s filosofiaa: `iazrovne lokalurad, imoqmede glo-
balurad~, e. i. moxdes Zalauflebisa da pasuxismgeblobis mniS-
vnelovani nawilis decentralizeba marketinguli progra-
mebisa da RonisZiebebis sferoSi aRiarebul iqna aradamakma-
411
yofileblad, vinaidan bevri lokaluri menejeri ar gamoir-
Ceoda arc kvalifikaciiT, arc discipliniT. magaliTad, ita-
liaSi gamoCnda reklama, romelic Sesrulebuli iyo ara Coca-
Cola-s stilSi da gayidvebi SeCerda. amitom strategiuli roli
kvlav ganekuTvneba atlantaSi (aSS) Stab-binis menejerebs.

14.3. efeqtiani marketingis organizacis

Tanamedrove procesebi

efeqtiani marketingis Tanamedrove globalur procesebSi

moiazreba:
¾ marketingis menejmenti sul ufro orientirebulia ara
marto mimdinare, aramed gansakuTrebiT grZelvadian
gadawyvetilebebze (romlebic dakavSirebulia grZelva-
diani fuladi nakadebis uzrunvelyofasTan);
¾ Zlierdeba marketingis samsaxuris (qvedanayofis) urTi-
erTmoqmedebis procesi kompaniis sxva qvedanayofebTan:
warmoeba, samecniero-kvleviTi da sacdel-sakonstruq-
toro saqmianoba, finansebi, Sesyidvebi da gasaReba (mar-
ketingi kompaniis interesebs ayenebs misi calkeuli
qvedanayofebis interesebze maRla);
¾ kompaniis marTvis `warmoebis problemebis~ poziciidan
`ganviTarebis problemebis~ poziciaze gadasvlisas mar-
ketingis samsaxuri sul ufro integrirdeba sxva qve-
danayofebTan, monawileobs ra kompaniis ganviTarebis
programebis (proeqtebis) damuSavebaSi (funqciaTaSo-
risi gundebi, biznes-inJineringi);
¾ viTardeba ufro mWidro koordinaciis procesi pro-
duqtis menejersa da bazris menejers Soris, ukanaskne-
lis prioritetis garkveuli gazrdiT (sabolood saqo-
neli emsaxureba bazars). klienturis (bazris) interesebi
gadadian pirvel adgilze;
¾ bazris segmentebis menejerebis saqmianobis Sefaseba
xorcieldeba kompleqsurad gayidvebis, bazris wi-
lisa da myidvelTa loialurobis, klientebis maCve-
neblebis mxiedviT (magram prioritetebi TiToeul
calke SemTxvevaSi SeiZleba iyos gansxvavebuli);
¾ samuSaoTa arsebiTi gafarToeba integrirebuli komu-
nikaciuri kavSirebis dargSi (PR jgufebis gansakuTre-
buli ganviTareba da stimulireba).
412
 marketingis makroordinirebuli roli imdenad amaRlebs
mTlianad kompaniis interesebs mis calkeul qvedanayofebis
interesebze, rom saWiroa gadawyvetilebaTa miReba umaRles
doneze, maTi strategiuli xasiaTisa da konkretuli opera-
ciuli procedurebis damuSavebis aucileblobis gaTvalis-
winebiT warmatebuli realizaciisaTvis.
Tanamedrove pirobebSi SeimCneva marketingul gadawyve-
tilebaTa miRebisa da realizaciis tendencia e. w. funqcia-
TaSorisi xelmZRvanelobis doneze, romelic Sedgeba
warmoebisa da teqnologiebis, samecniero-kvleviT da sacdel-
sakonstruqtoro samuSaoebis, marketingis, gasaRebis, finanse-
bis da sxva qvedanayofebis warmomadgenlebisagan. arsebiTad,
funqciaTaSorisi xelmZRvaneloba marketingis matriculi
organizaciis principebisa da meTodebis Semdgomi ganviTa-
rebaa. gansxvaveba mdgomareobs imaSi, rom funqciaTaSorisi
xelmZRvaneloba ar izRudeba mxolod marketinguli gadaw-
yvetilebebis miRebiT. misi saqmianoba vrceldeba organiza-
ciuli struqturebis xelmZRvanelobaze, romlebic iqmneba
pozicirebis ganxorcielebis, axali produqciis damuSavebis,
distributoruli qselis Seqmnis, sareklamo kampaniebis Cata-
rebisTvis da a. S.
funqciaTaSorisi xelmZRvaneloba uzrunvelyofs uwyvet
zemoqmedebas kompanis (firmis) yvela funqciur qvedanayofebs
Soris, kisrulobs pasuxismgeblobas biujetisaTvis da aqvs
uflebamosileba gaakontrolos misaRebi gadawyvetilebebis
Sesruleba. garda amisa, igi SeimuSavebs politikas da marTavs
kompaniis sagareo urTeirTobebs Tavis sabazro partnioreb-
Tan erTad. saboloo angariSSi menejmenti funqciaTaSorisi
xelmZRvanelobiT qmnis SesaZleblobebs kompaniis swrafi
adaptaciisaTvis bazris cvalebad pirobebTan da SemkveTis
moTxovnebTan. sxva mniSvnelovani tendencia mdgomareobs mar-
ketingis aqtiur gamoyenebaSi amJamad ganviTarebad biznes-
inJineringis procesSi. igi ganixileba rogorc meTodi, ro-
melic aZlevs SesaZleblobas kompaniebs swrafad Seeguon cva-
lebad gare garemos. biznes-inJineringis `nou-hau~ mdgo-
mareobs biznesis marTvis procesis elementebis detalur da
formalizebul aRweraSi, romelic gulisxmobs menejmentis
sistemis funqciuri ZiriTadi blokebis integrirebul ga-
dawyvetilebebs. amasTan aqtiurad gamoiyeneba kompiuteru-
li teqnologiebi, romlebic xorcieldeba etapobrivad:

413
 ¾ procesis pirveli etapia strategiuli modelireba.
gamoiyeneba marketinguli analizi. xorcieldeba mizne-
bisa da strategiebis formulireba. modelirebis Sede-
gebi Seitaneba standartul blokebSi;
¾ meore etapia organizaciuli modelireba. mimdi-
nareobs strategiis proeqtireba kompaniis funqciebad
da organizaciul rgolebad. amJamad nebismieri cvli-
lebebi miznebSi iwvevs cvlilebebs organizaciaSi;
¾ mesame etapia saproceso modelireba, romelic iZleva
SesaZleblobas moxdes miznebis misaRwevad daulage-
beli funqciebis dawyoba Tanmimdevruli moqmedebebis
nakrebad;
¾ meoTxe etapia raodenobiTi modelireba, romelic
gulisxmobs biznesis finansuri modelis damuSavebas.
amgvarad, miiRweva moqmedebaTa zusti Tanmimdevroba, ro-
melSic mWidrod dakavSirebulia kompaniis yvela funqcia, maT
ricxvSi marketingis funqciebi.
bolo wlebSi Catarebuli gamokvlevebi uCveneben, rom SeiZ-
leba gamoiyos marketingis integraciuli procesebis ramde-
nime done kompaniis menejmentis sistemaSi;
1. konceptualuri done, romelic axasiaTebs marketingis
aRqmas rogorc biznesis warmarTvis koncefcias:
¾ marketingis adgili menejmentis `Ria~ sistemaSi;
¾ strategiuli orientacia grZelvadian mogebianoba-
ze (aqcioneruli Rirebuleba) kompaniis resursebis
efeqtiani gamoyenebis xarjze bazris moTxovnaTa
Sesabamisad;
¾ faseulobis Seqmnis procesi (porteris faseulobis
jaWvi);
¾ marketingis ganviTareba rogorc investiciuri pro-
cesi (klientebis mizidva da SenarCuneba, aramateri-
aluri aqtivebi).
2. informaciul-analitikuri done, romelic axasia-
Tebs marketinguli informaciis (rogorc integraciis
umniSvnelovanesi makavSirebeli elementis) gamoyenebas
gadawyvetilebaTa miRebaSi kompaniis sxvadasxva qve-
danayofebis mier:
¾ sawarmoo (moculoba, asortimenti, danaxarjebi, Se-
fuTva, servisi, garantiebi);

414
 ¾ samecniero-kvleviTi da sacdel-sakonstruqtoro sa-
muSaoebi (konstruireba sabazro sargeblianobis
gaTvaliswinebiT);
¾ safinanso (biujetireba, safaso politika);
¾ Sesyidva-gasaRebiTi (aucilebeli dasakompleqtebeli
sargeblianobis Sesaqmnelad, gayidvebis efeqtiani
formebi da meTodebi);
¾ administraciuli (kadrebis SerCeva, ganawileba da
swavleba).
3. organizaciuli done, romelic uSualod axasiaTebs
marketingis samsaxuris saqmianobas:
¾ organizaciuli agebuleba;
¾ saqmianobis konkretuli saxeebi;
¾ uflebani da movaleobvani;
¾ koordinaciis SesaZleblobebi da sxv.
4. qseluri sturqturebi axali organizaciuli forme-
bia marketingSi. kompaniis kavSirebis axali sistema
cvlis urTierTobebs sarole funqciebs Soris. ZiriTa-
di mimarTulebaa kompaniis funqciebis danawileba da de-
legireba, saSinao da sagareo mravalfunqciuri xelmZR-
vanelobis formireba; calkeuli monawileebis `sakvanZo
kompetenciebis~ gamoyeneba saerTo konkurentul upira-
tesobaTa misaRwevad. aseTi midgoma warmoadgens marke-
tingis organizaciis tradiciuli ierarqiuli formis
alternativas.
qseli _ kompaniis kavSirebis sistema _ emyareba kompaniis
SigniT calkeul funqciebs Soris sazRvrebis moSlas, agreTve
TviT kompaniasa da mis garemocvas Soris. es ganpirobebulia
bazarze radikaluri cvlilebebis gavleniT (momxmareblebis,
konkurentebis, distributorebis qceva), partnioruli urTi-
erTobebis marketingis ganviTarebiT, sawarmoo da sainforma-
cio teqnologiebis swrafi cvlilebebiT, saqonlis sasicocx-
lo ciklis SemcirebiT, agreTve cvlilebebze reagirebis sa-
kuTari gamocdilebis uqonlobiT da sxv. amasTan dakavSi-
rebiT marketingis menejmentis mizania momxmareblebisaTvis
faseulobis Seqmnis procesis monawileebs Soris saqmianobis
efeqtiani koordinacia. qselebSi kavSirebis ZiriTad tipebs
ganekuTvneba:
¾ centraluri organizacia aucileblobisas iyenebs sxva
organizaciebsa (firmebsa) da specialistebs warmo-
Sobili problemebis gadasawyvetad;
415
 ¾ grZelvadiani TanamSromloba: centraluri organizacia
qmnis mudmiv jgufebs qselebsSorisi kavSirebis sa-
fuZvelze;
¾ TanamSromloba sxva, msgavs organizaciebTan calkeu-
li, kerZo sakiTxebis mixedviT da sxv.
qseluri marketinguli organizaciebis magaliTebia: 1)
Siga sabazro qselebi _ rTuli struqturis gardaqmna calke-
ul SedarebiT damoukidebel saSinao erTeulebad. magali-
Tad, CM-ma dayo warmoeba rva avtonomiur qvedanayofad,
romlebic muSaoben damoukideblad saSinao da sagareo
bazrebze; 2) vertikaluri marketinguli qselebi _ gavrce-
lebis arxebis marketinguli amrTva. magaliTad, IKEA. 3)
koncentruli qselebi _ sxvadasxva dargis kompaniebs Soris
kavSirebi. magaliTad, iaponuri korporaciuli jgufebi; 4)
droebiTi qselebi _ qselebi, romlebic yalibdebian konkre-
tuli programebisa da proeqtebis mixedviT. magaliTad,
pirdapiri marketingi internetis meSveobiT.

daskvnebi

1. saerTaSoriso saqmianobis (biznesis) mravalricxovani sir-

Tuleebis (sazRvrebis gaCena da gaqroba, saxelmwifo Zala-
uflebis Secvla, valutis kursebis meryeoba, korufcia
da teqnologiuri mekobreoba) miuxedavad kompaniebi, rom-
lebic muSaoben globalur dargebSi, gverds ver auvlian
biznesis internacionalizacias. muSaobis gagrZeleba mxo-
lod saSinao bazarze da sabazro poziciebis SenarCuneba
dauSvebelia.
2. kompaniis sazRvargareTul bazarze gasvlisas aucile-
belia ganisazRvros marketinguli miznebi da politika.
qveynebis SerCeva unda moxdes sami kriteriumis mixedviT:
sabazro mimzidveloba, riskianoba da konkurentuli upi-
ratesoba. gansakuTrebuli SemTxvevaa ganviTarebadi qveyne-
bi, sadac SeiZleba hqondes adgili rogorc garkveul Se-
saZleblobebs, aseve garkveul riskebsac.
3. konkretuli qveynis arCevis Semdeg kompaniam aucileblad
unda gansazRvros mis bazarze SeRwevis optimaluri saSu-
aleba: iribi eqsporti, pirdapiri eqsporti, licenzireba,
erToblivi sawarmo an pirdapiri investiciebi. TiToeuli
Semdgomi strategia gulisxmobs did valdebulebebs, ris-
kebs, kontrols da potenciur mogebas.
416
4. marketinguli programis damuSavebisas, kompaniam unda
gadawyvitos, ra zomiT unda moaxdinos man Tavisi marke-
tinguli programis adaptireba (saqoneli, win waweva, gavr-
celeba da fasi) adgilobriv pirobebTan. sasaqonlo do-
neze kompaniam SeiZleba gamoiyenos pirdapiri gafarToe-
bis, saqonlis adaptaciis an gamogonebis strategia, win
wawevis doneze SesaZlebelia komunikaciuri da ormagi
adaptaciis strategia; fasebis doneze mimwodeblebi awyde-
bian fasebis eskalaciasa da `rux~ bazars; saqonlis gavr-
celebis doneze aucilebelia gasaRebis arxebis sqemis da-
muSaveba saboloo momxmareblamde. marketingulma prog-
ramam unda gaiTvaliswinos kulturuli, socialuri, po-
litikuri, teqnologiuri, ekologiuri da samarTlebrivi
SezRudvebi, romlebsac SeiZleba waawydes kompania sxva
qveynebSi.
5. sazRvargareTuli bazris saqmianobaSi CarTulobis xaris-
xis mixedviT kompaniebi marTaven Tavis saerTaSoriso marke-
tings da qmnian saeqsporto ganyofilebas, saerTaSoriso
qvedanayofs an globalur organizacias.
6. globalizaciis pirobebSi vlindeba axali tendenciebi,
romlebic dakavSirebulia marketingul gadawyvetilebaTa
miRebasa da realizaciasTan funqciaTaSorisi xelmZRva-
nelobis formirebis safuZvelze, marketingis aqtiuri
monawileobiT biznes-inJineringis procedurebSi. amasTan
dakavSirebiT principuli mniSvneloba aqvs marketingis kav-
Sirebis damyarebas warmoebasTan (biznesTan), finansebTan,
momaragebasa da gasaRebasTan, administrirebasTan. marke-
tingi asrulebs integrirebis rols bazarze kompaniis
kompleqsur ZalisxmevaSi. xorcieldeba principi, rodesac
kompaniis warmatebebi, misi mogeba da Semdgomi zrda metwi-
lad damokidebulia bazris moTxovnebTan kompaniis po-
tencialis gamoyenebis maqsimalurad Seguebis codnaze.

417
 Tavi 15. xolistikuri marketinguli orga-
nizaciis menejmenti
15.1. tendenciebi marketingis praqtikaSi

savaWro markis normaluri grZelvadiani zrdisaTvis auci-

lebelia, rom marketinguli organizaciis (firmis) menejmenti
sworad iyos mowesrigebuli. firmebs (kompaniebs) xolesti-
kuri orientaciiT dasWirdebaT kargad gaiTavison maTTvis
damaxasaiTebeli sirTuleebi da gulmodgined dagegmon da
mWidro kavSirSi, kompleqsurad ganaxorcielon sxvadasxva
marketinguli moqmedebebi. 1 da 3 TavebSi ganxilulia arse-
biTi cvlilebebi marketingul makrogaremoSi, iseTebi ro-
goricaa globalizacia, delegireba, mecnierul-teqnikuri
(teqnologiuri) programebi, momxmarebelTa sabazro Zala-
uflebis gazrda, bazrebis fragmentacia. kerZod, marketingis
garemoSi mimdinareobs Semdegi procesebi::
¾ reinJineringi: specialistebis gundebs evalebaT sa-
momxmareblo faseulobis Seqmnis procesebis marTva, mi-
iReba zomebi barierebis aRmosafxvrelad (firmis) orga-
nizaciis ganyofilebebs Soris maT mier Sesasrulebeli
funqciebis TvalsazrisiT;
¾ autsorsingi: umjobesdeba mzadyofna sazRvargareTe-
li mimwodeblebisagan saqonlisa da momsaxurebis sul
ufro meti moculobebis SesaZenad;
¾ benCmarkingi: saukeTeso kompaniebis gamocdilebis Ses-
wavla sakuTari saqmianobis srulyofis mizniT;
¾ mimwodeblebTan partnioruli urTierTobebis
damyareba: ufro mWidro TanamSromloba klientebTan
(momxmareblebTan), romelic mimarTulia maT mier misa-
Rebi faseulobis gadidebaze;
¾ Serwyma: kompaniebis mier mocemul an momijnave
dargSi momuSave sawarmos SeZena an Serwyma masStabis
efeqtis miRebis da sasaqonlo asortimentis gafarToe-
bis mizniT;
¾ globalizacia: miswrafeba `iazrovneT globalurad~
da `imoqmedeT lokalurad~;
¾ `SekumSva~: organizaciis marTvis doneebis ricxvis
Semcireba myidvelebTan axlos yofnis mizniT;

418
 ¾ koncentracia: saqmianobis (biznesis) da myidvelTa
yvelaze mogebian mimarTulebaTa gansazRvra da maTze
koncentracia;
¾ daCqareba: organizaciebisa da procesebis mowyoba
imgvarad, rom swrafad moxdes reagireba cvlilebebze
gare garemoSi;
¾ uflebamosilebaTa delegireba: personalis waxali-
seba da uflebamosilebaTa gafarToeba inovaciebisa da
iniciativis stimulirebis mizniT.
marketingis roli kompaniaSi icvleba. tradiciulad mar-
ketingis specialistebi asrulebdnen Suamavlebis rols, maT
movaleobaSi Sedioda momxmarebelTa moTxovnis Seswavla da
am informaciis gadacema kompaniis sxvadasxva ganyofilebisT-
vis. magram dRes swarmoTa umravlesoba muSaobs myar saqmian
qselebSi da TiToeul funqciur qvedanayofs SeuZlia pirda-
piri urTierTqmedeba myidvelebTan. marketings ara aqvs mo-
nopolia momxmareblebTan (myidvelebTan) urTierTmoqmede-
baze. dRes misi amocanaa kompaniisa da myidvelebis yvela ma-
kavSirebeli procesis integracia, rom myidvelebma dainaxon
kompaniis mTliani saxe da gaigon misi erTiani xma. am mxriv sa-
Sinao marketingi moiTxovs, rom kompaniis yvela TanamSro-
melma gaiTavisos misi marketinguli koncefciebi, miznebi da
monawileoba myidvelebisaTvis faseulobis SeqmnaSi, SeTava-
zebasa da win wawevaSi. bolo dros marketingi gasaRebis gan-
yofilebis erT-erTi funqciidan gadaiqca mTeli organiza-
ciis (firmis) umniSvnelovanes funqciur sferod, vinaidan ga-
saRebis ganyofilebebs ar SeuZliaT ganaxorcielon iseTi
mniSvnelovani funqciebi, rogoricaa marketinguli kvlevebi,
axali saqonlis damuSaveba, reklama, gasaRebis stimulireba,
myidvelTa momsaxureba; amitom kompaniebSi daiwyes marketin-
gis ganyofilebis Seqmna. rodesac marketingsa da gasaRebas
Soris daiwyo konfliqtebis warmoSoba, bevrma kompaniam gaa-
erTiana es ori samsaxuri erT ganyofilebad.
kompanias SeiZleba gaaCndes marketingis aqtiuri ganyo-
fileba da mainc ganicados marcxi bazarze. bevri ram damoki-
debulia imaze, Tu rogori damokidebuleba aqvT myidvelTa
moTxovnis mimarT kompaniis danarCen ganyofilebebs. Tu isini
CaTvlian, rom es marketingis ganyofilebis saqmea, maSin kom-
paniaSi marketingi ar SeiZleba CaiTvalos efeqtianad. mxo-
lod maSin, roca kompaniis yvela TanamSromeli Seicnobs, rom
maTi samuSaoa myidvelTa mizidva, momsaxureba da dakmayofi-

419
leba, SeiZleba iTqvas, rom kompania gaxda bazris efeqtiani
subieqti. amJamad bevri kompania fokusirebs sakvanZo proce-
sebze da ara struqturul qvedanayofebze (ganyofilebebze).
organizacias (firmas), romelic danawilebulia ganyofile-
bebad, sul ufro xSirad miiCneven dabrkolebad ZiriTadi fun-
qciebis SesrulebisTvis. myidvelebze orientirebuli Sedege-
bis misaRwevad kompaniebSi iqmnebian Sereuli qvedanayofebi
(jgufebi) romlebsac marTaven menejerebi procesebis (komp-
leqsebis) mixedviT. samuSao drois is nawili, romelsac mar-
ketingis ganyofilebis TanamSromlebi da savaWro personali
uTmoben muSaobas Sereul jgufSi, sul ufro izrdeba.
amJamad marketingis qvedanayofis organizacia kompaniaSi
xorcieldeba sxvadasxva formiT: Sesasrulebeli funqciebis,
geografiuli (teritoriuli) niSnis, saqonlis an savaWro mar-
kebis marTvis, bazrebis mixedviT, matriculi formiT an kor-
poraciul-diviziuri principiT.
kompaniaSi marketinguli saqmianobis organizaciis yvelaze
gavrcelebuli formaa funqciuri mowyoba (nax. 15.1). funq-
ciuri specialistebi eqvemdebarebian kompaniis vice-prezi-
dents marketingis dargSi. sxva specialistebi SeiZleba eqvem-
debarebodes myidvelTa momsaxurebis menejers, marketingis
dagegmvis menejers, sabazro logistikis menejers, pirdapiri
marketingis menejers, internet-marketingis menejers. marke-
tingis funqciuri organizaciis ZiriTadi Rirseba misi admi-
nistraciuli simartivea. Tumca, marketingul koleqtivSi
normaluri muSa urTierTobebis mowesrigebis sakiTxi iyo da
rCeba aqtualuri. garda amisa, saqonlisa da momsaxure bazre-
bis ricxvis zrdisas mocemuli modelis efeqtianoba mcirdeba.
marketingis dargSi kompaniis vice-prezidenti mudmivad are-
gulirebs konkurenti funqciuri specialistebis urTierTsa-
winaaRmdego moTxovnebs da axdens maTi moqmedebebis koordi-
nirebas.
kompaniebi, romlebic awvdian saqonels saSinao bazars, xSi-
rad qmnian TavianT savaWro (zogjer sxva, marketingulis CaTv-
liT) ganyofilebebs geografiuli (teritoriuli) porinci-
piT. erovnuli gasaRebis menejers SeuZlia uxelmZRvanelos
oTx regionul savaWro menejers, romelTaganac TiToeuli me-
nejeris daqvemdebarebaSia eqvsi zonaluri menejeri. vaWro-
bis menejerebs gansazRvrul zonaSi eqvemdebareba rva raio-
nuli menejeri, xolo maT, Tavis mxriv _ aT-aTi savaWro warmo-
madgeneli an gamyidveli. zogierT kompaniaSi SemoRebulia

420
teritoriuli bazris specialistebis Tanamdebobebi (regio-
nuli an adgilobrivi marketingis menejerebi), romelTa mova-
leobaSi Sedis gayidvebis uzrunvelyofa gasaRebis ZiriTad
bazrebze. magaliTad, aSS-Si aseT bazrad iTvleba maiami, sadac
saojaxo meurneobaTa 46%-s Seadgenen laTinuri amerikidan
gamosuli ojaxebi. regionul marketingze gadavidnen mra-
valferovani kompaniebi. maT Sorisaa conald's, romlis sa-
erTo sareklamo biujetis daaxloebiT naxevari nawildeba
regionul gansxvavebaTa gaTvaliswinebiT.

nax. 15.1. marketingis funqciuri organizacia

kompaniebi, romlebic awarmoeben sxvadasxva saqonels da

floben mraval savaWro markas, xSirad organizebulni arian
calkeuli saqonlis an brendebis marTvis principiT. ase-
Ti organizacia ar cvlis funqciur marTvas (menejments) da
emsaxureba rogorc marTvis damatebiTi done. xelmZRvane-
lobis daqvemdebarebaSia sasaqonlo kategoriebis menejerebi,
romlebic Tavis mxriv, marTaven konkretuli saqonlisa da
markebis menejerebs. organizacia saqonlis an markebis mi-
xedviT mizanSewonilia im SemTxvevebSi, rodesac kompania
uSvebs produqciis did asortiments da rodesac saqonlis no-
menklatura imdenad didia, rom funqciuri organizaciis
CarCoebSi SeuZlebelia marTva. saqonlis da savaWro markebis
421
marTva (produqt-manejmenti da brend-menejmenti) zogjer
cnobilia `centr-sxivis~ sistemis saxelwodebiT. saqonlis
an savaWro markis menejeri imyofeba centrSi, saidanac
momdinareoben sxivebi _ kavSirebi sxvadasxva ganyofile-
bisaken (nax. 15.2). saqonlis an savaWro markis menejeris mo-
valeobebSi moiazreba:

nax. 15.2. saqonlis mixedviT menejeris urTierTmoqmedebebi

¾ saqonlis ganviTarebis grZelvadiani konkurentunariani

saqonlis Seqmna;
¾ marketingis wliuri gegmis damuSaveba da gasaRebis mo-
culobebis prognozireba;
¾ urTierTmoqmedeba sareklamo da sxva saagentoebTan
sareklamo mimarTvebis, programebisa da kampaniebis
Seqmna-ganxorcielebaSi;
¾ savaWro warmomadgenlebisa da distributorebis mier
saqonlis SenarCunebis stimulireba;
¾ monacemTa mudmivi Segroveba saqonlis gayidvebis maC-
veneblebis, misadmi myidvelTa da gamyidvelTa mxridan
damokidebulebis, axali problemebisa da SesaZleblo-
bis Sesaxeb;
422
 ¾ saqonlis srulyofis programebis inicireba, romlebic
mimarTulia cvalebad moTxovnilebaTa dasakmayofileb-
lad.
organizacias saqonlis mixedviT gaaCnia ramdenime upi-
ratesoba. upirveles yovlisa menejeri Rebulobs Zalisxmevis
koncentrirebis SesaZleblobas marketingis efeqtiani komp-
leqsis damuSavebaze Tavisi saqonlisaTvis. Cqardeba misi re-
aqcia sabazro problemebze, naklebad cnobil markebs eqceva
didi yuradReba, ramdenadac maT uCndebaT Tavisi `damcveli~.
marTvis aseTi organizacia iZleva SesaZleblobas gadailaxos
Tanmxlebi naklovanebebi marketingis ganyofilebis go-
nivruli organizaciis pirobebSi.
Tu yvela myidveli (momxmarebeli) TavianTi qcevis Sesaba-
misad SeiZleba daiyos ramdenime jgufad, mizanSewonilia mo-
ewyos marTva bazrebis mixedviT. am SemTxvevaSi menejeri
yvela bazris mixedviT xelmZRvanelobs calkeuli bazrebis
mixedviT menejerebis saqmianobas (maT agreTve uwodeben baz-
ris ganviTarebis menejerebs, bazris specialistebs an dargis
specialistebs). aucileblobisas bazris menejerebs SeuZliaT
daxmarebisaTvis mimarTon funqciur samsaxurebs. imas, vinc
axorcielebs kompaniis saqmianobis koordinirebas yvelaze
mniSvnelovan bazrebze, SeiZleba Tavis daqvemdebarebaSi hyav-
des ramdenime funqciuri specialisti. bazrebis mixedviT me-
nejerebis movaleobebi analogiuria saqonlis mixedviT mene-
jerebis movaleobebTan. am menejerebis muSaobis efeqtianoba
fasdeba mogebianobis maCveneblebisa da Sesabamisi bazrebis
tevadobis zrdis mixedviT. mocemuli sistemis upiratesoba
mdgomareobs imaSi, rom marketinguli saqmianoba ewyoba imgva-
rad, rom dakmayofildes momxmarebelTa sxvadasxva jgufebis
moTxovnilebebi. amasTan kompania naklebad koncentrirdeba
marketingis funqciebze, regionebze an saqonelzec ki. bevri
kompaniis reorganizacia xdeba bazris moTxovnebis Sesaba-
misad, e. i. xdebian organizaciebad, romlebic orienti-
rebulni arian bazarze. magaliTad, kompania Xerox-ma uari
Tqva regionul gayidvebze dargebis mixedviT produqciis rea-
lizaciis sasargeblod, da zustad aseve moiqca IBM da sxva
kompaniebi. momxmareblebis mixedviT marTvis organize-
bisas kompania miiswrafvis iseTi struqturisaken, romelic
iZleva SesaZleblobas gairkves da dakmayofildes individu-
aluri klientebis (momxmareblebis) saWiroebani gansxvavebiT
masobriv bazarTan an bazris segmentebTanac muSaobisagan.
423
 kompaniebs, romlebsac gaaCniaT asortimentuli jgufebis
didi ricxvi da operireben sxvadasxva bazrebze, SeuZliaT Seq-
mnan matriculi organizacia (ix. nax. 15.3). kompania DuPont-Si
sanam Sedioda qsovilebis boWkos ganyofileba, masSi muSaobda
ramdenime menejeri (TiToeuli maTgani Tavis produqtze).
erTi dakavebuli viskoziT, meore _ acetatis boWkoTi, me-
same _ neiloniT, meoTxe _ orloniT, mexuTe _ dakroniT.
saqonlis menejerebis garda am ganyofilebaSi muSaobdnen
bazris menejerebi, romlebic dakavebulni iyvnen calke ma-
makacis tansacmliT, qalis tansacmliT, agreTve saojaxo-sa-
qonliT da samrewvelo daniSnulebis produqciiT. saqonlis
menejerebi gegmaven gasaRebasa da mogebas Tavisi boWkos mi-
xedviT. isini Txovdnen bazrebis menejerebs SeefasebinaT,

nax. 15.3. saqonel-bazrebis organizaciis matriculi sistema

boWkos ra raodenoba SeiZleboda gayiduliyo TiToeul ba-

zarze SeTavazebuli fasiT. marketinguli gegmebis Sedgenisas
isini moiTxovdnen saqonlis menejerebisagan monacemebs fa-
sebis Sesaxeb boWkos yvela saxeze da maTi arsebobis Sesaxeb.
rogorc wesi, gasaRebis prognozebi, romlebic Sedgenilia
bazris menejerebis da saqonlis menejerebis mier, unda da-
emTxves erTmaneTs. erTi SexedviT, matriculi organizacia
idealuri variantia kompaniebisaTvis, romlebsac gaaCnia sa-
qoneli da bazari didi moculobiT. problema isaa, rom es
sistema Zviri jdeba da iwvevs konfliqtebs. yvela am menejeris
Senaxvac Zviri jdeba. agreTve warmoiSoba rigi sakiTxebisa
uflebamosilebaTa ganawilebisa da pasuxismgeblobis Sesaxeb.

424
interesi matriculi organizaciis mimarT izrdeba, vinaidan
kompaniebi qmnian pirobebs, romelSic aseT sistemas aqvs Se-
saZlebloba iyos martivi da mcirericxovani sakomando struq-
turiT, romelic agebulia biznes-procesebis mixedviT da moi-
cavs erTbaSad ramdenime funqciur samsaxurs.
kompaniebi, romlebsac gaaCniaT saqonlis/bazrebis didi
ricxvi, gafarToebisas ZiriTad sasaqonlo-sabazro jgufebs
gardaqmnian calkeul qvedanayofebad. am qvedanayofebSi iqmne-
ba sakuTari ganyofilebebi da samsaxurebi. ibadeba kiTxva: mar-
ketinguli momsaxurebisa da RonisZiebebis ra nawils asrule-
ben saTavo ofisebi, xolo ra nawils _ qvedanayofebi? kompani-
ebi, romlebic organizebulia korporaciul-divizionuri
principiT, am sakiTxze pasuxoben sxvadasxvanairad:
¾ korporaciuli marketingi ar arsebobs. zogierTi kom-
paniebis Stab-binebSi ar aris marketingis specialistebi,
vinaidan xelmZRvaneloba miiCnevs, rom korporaciuli
marketingi usargebloa. TiToeul qvedanayofSi aris
marketingis Tavisi ganyofileba;
¾ zomieri korporaciuli marketingi. zogierT kompani-
as gaaCnia umaRlesi donis marketingis specialistebis
mcire Stati, romelTa funqciuri movaleobebis wre Sez-
Rudulia. ZiriTadad es aris: 1) top-menejmentis daxma-
reba SesaZleblobaTa saerTo SefasebaSi; 2) qvedanayofe-
bis konsultireba; 3) daxmareba qvedanayofebs, romleb-
Sic ar aris marketingis ganyofileba an araefeqtiania; 4)
marketingis koncefciis cnobeba kompaniis danarCeni qve-
danayofebisaTvis;
¾ Zlieri korporaciuli marketingi. zogierT kompaniaSi
marketingis centraluri ganyofilebis personali ze-
moTCamoTvlili funqciebis damatebiT axorcielebs
sxvadasxva samuSaos qvedanayofebisaTvis: korporaciuli
marketingis specialistebs SeuZliaT aRmouCinon maT
mravalferovani marketinguli momsaxureba (magaliTad,
sareklamo, gasaRebis stimulireba, bazrebis gamokvleva
da sxv.).
miuxedavad imisa, ramdenad formalizebulia korporaciu-
li marketingi, gansazRvruli RonisZiebebi unda Catardes swo-
red `zemodan qveviT~. korporatiuli marketingis roli gamoi-
xateba SemdegSi:

425
 ¾ myidvelze orientaciis kulturis danergva, myidvelis
advokatis rolis Sesruleba umaRles doneze strategi-
is formulirebisas;
¾ bazrebis mimzidvelobis Sefaseba: myidvelTa moTxovni-
lebisa da konkurentebis miwodebebis analizi;
¾ mTlianad faseulobis miwodebis damuSaveba, xedvis Seq-
mna da myidvelebisaTvis konkurentunariani faseulobis
miwodebis ZiriTadi parametrebis gansazRvra.
kompaniis yvela funqcia unda iyos SeTanxmebuli, rom uz-
runvelyofil iqnes misi miznebis miRweva. magram praqtikaSi
kompaniis struqturul qvedanayofebs (ganyofilebebs) Soris
kavSirebis dasaxasiaTeblad xSirad ufro gamodgeba sityvebi
`metoqeoba~ da `undobloba~. saSinao konfliqtebis mizezebia
kompaniis interesebsa da ganyofilebebis (TanamSromlebis) in-
teresebis Sesaxeb azrTa sxvadasxvaoba. konfliqti SeiZleba
warmoiSvas agreTve ganyofilebebSi uazro stereotipebisa da
winaswarSegonebebis arsebobis gamo. Cveulebriv organizacia-
Si (kompaniaSi) myidvelTa dakmayofilebaze potenciurad gav-
lenas axdens yvela funqcia. marketinguli koncefciis Tanax-
mad, yvela ganyofilebam unda izrunos pirvel rigSi myidve-
lebze (momxmareblebze, klientebze) da imuSaos erToblivad
maTi moTxovnilebebis dasakmayofileblad. amas Tvalyuri un-
da adevnos marketingis ganyofilebam. kompaniis vice-prezi-
denti an direqtori marketingis dargSi asrulebs or amocanas:
1) kompaniaSi saSinao marketingis koordinireba da 2) marketin-
guli saqmianobis koordinireba safinanso, sawarmoo da kompa-
niis sxva funqciebTan. magram xSirad sxva ganyofilebebi Tavi-
anT saqmianobas ar uqvemdebareben gansakuTrebiT myidvelTa
interesebs. amasTan dakavSirebiT sxvadasxva struqturuli
qvedanayofebis pozicia aseTia:
¾ sainJinro-teqnikur ganyofilebas konfliqti aqvs mar-
ketingis ganyofilebasTan, rodesac marketingis specia-
listebi moiTxoven warmoebaSi erTdroulad ramdenime
modelis CaSvebas, miT umetes Tu amisaTvis saWiroa aras-
tandartuli komponentebi. inJinrebis azriT, marketin-
gis specialistebi teqnikurad (teqnologiurad) saTana-
dod ar erkvevian mocemul problemaSi, maTi priorie-
tetbi mudmivad icvleba (bazris koniunqtura cvaleba-
dia), rac ndobis xarisxs aqveiTebs;
¾ momaragebis ganyofilebas ar moswons, rom marketingis
ganyofileba moiTxovs saqonlis ramdenime modelis er-
426
 Tdroulad warmoebas, rac saWiroebs mravalferovani
detalis mcire partiebis Sesyidvas, maSin rodesac Ses-
yidvis specialistebi miiswrafvian SeiZinon msxvili par-
tiebi (aTiode dasaxelebis nawarmi). mommarageblebi xSi-
rad ukmayofiloni arian marketingis ganyofilebis (spe-
cialistebis) prognozebis sizustis dabali doniT, ris
gamoc Semsyidvelebs xSirad uwevT dakompleqtebis de-
talebis SekveTa siCqareSi araxelsayreli fasiT an masa-
lebis metismeti maragis Senaxva;
¾ safinanso ganyofilebas miaCnia rom marketingis ganyo-
filebis TanamSromlebi adgenen prognozebs gansakuTre-
biT sakuTar saWiroebebze orientaciiT da ar fiqroben
finansur xarjebze. garda amisa, finansistebi miiCneven,
rom marketingis specialistebi iolad Tanxmdebian fase-
bis Semcirebas SekveTebis miRebisas da ar fiqroben moge-
bis Sesaxeb. maT agreTve miaCniaT, rom marketingis speci-
alistebma `yvelaferi ician faseulobis Sesaxeb da ara-
feri _ fasis Sesaxeb~;
¾ buRalteria xSirad ukmayofiloa imis gamo, rom gayid-
vebis Sesaxeb angariSgebis wardgena ar xdeba droulad.
calkeuli SemkveTebisaTvis gansakuTrebuli pirobebi
moiTxoven specialur saaRricxvo procedurebs. kredi-
tebis eqspertebi afaseben SemkveTebis finansur mdgoma-
reobas da eWvebis warmoSobis SemTxvevaSi zRudaven maT
kredits an uars amboben masze. isini darwmunebulni ari-
an, rom marketingis ganyofileba mzadaa moaxdinos saqon-
lis yvela msurvelze gagzavnis sanqcionireba, maT Soris
imaTzec, visi gadaxdisunarianobac saeWvoa.
kompania unda miiswrafvodes balansisaken, romlis drosac
marketingi da sxva ganyofilebebi SeZlebdnen erToblivad
kompaniis prioritetebis gansazRvras. maT Soris urTierTga-
gebis miRwevas SeiZleba daexmaros saerTo seminarebis Catare-
ba, erToblivi komisiebis Seqmna, ganyofilebebis TanamSromel-
Ta urTierTqmedeba, kadrebis gacvla, analizuri meTodebis
gamoyeneba qcevis rac SeiZleba xelsayreli xazis moZiebisaT-
vis. aseT situaciaSi saukeTeso gadawyvetileba SeiZleba iyos
TiToeuli ganyofilebis funqciaTaSorisi Sexvedra marketin-
gis ganyofilebasTan, rac ganamtkicebs urTierTgagebas da Ta-
namSromlobas. TiToeulma ganyofilebam unda gaigos sxva gan-
yofilebaTa moqmedebebis logika. rodesac kompaniis ganyofi-

427
lebebi erTad muSaoben saerTo miznebis misaRwevad, marketingi
xdeba ufro efeqtiani.

15.2. kreatiuli marketinguli organizaciis

Seqmna

bevri kompania acnobierebs, rom faqtiurad isini orienti-

rebulni arian ara imdenad myidvelebsa da bazrebze, ramdena-
dac saqonelsa da gasaRebaze. iseTi cnobili kompaniebi, rogo-
ricaa Baxter, General Motors, Shell, J. P. Morgan, miiswrafvian gardaq-
mnisaken bazarze orientirebul struqturebSi. es procesi mo-
iTxovs:
¾ myidvelTa interesebis Sesaxeb zrunvis waxalisebas mTe-
li organizaciis (firmis) masStabiT;
¾ organizaciul struqturas, romelic agebulia samomxma-
reblo segmentebis mixedviT da ara saqonlis mixedviT;
¾ momxmarebelTa (myidvelTa) gaRrmavebul Seswavlas Tvi-
sebrivi da raodenobrivi kvlevebis daxmarebiT.
aseTi midgomis sargebloba arsebiTia. kvlevebis Sedegad
gakeTebulia Semdegi daskvna: kompaniis strategia rac ufro
energiulad iqneba orientirebuli myidvelze, miT ufro maRa-
lia mwarmoeblurobis done (TiTqmis 7%-iT). es ar aris ioli
amocana. ar SeiZleba fiqri imaze, rom yvelaferi moxdeba Ta-
visTavad, sakmarisia mxolod direqtori gamovides sityviT,
romelSic igi Seecdeba daarwmunos muSakebi `ifiqron myidve-
lebis Sesaxeb~. aseTi cvlileba moiTxovs organizaciis (kompa-
niis) Tanamdebobrivi instruqciebis, organizaciuli struq-
turis, stimulebisa da urTierTkavSirebis gadasinjvas. kompa-
niis prezidentma marketingis unarianobis ganviTarebisaTvis
unda gadadgas Semdegi ZiriTadi nabijebi:
¾ daniSnos marketingis mTavari menejeri da Seqmnas
gundi marketinguli sakiTxebis gadasawyvetad. am
gundSi unda Sevidnen TviTon kompaniis prezidenti, vi-
ce-prezidentebi, agreTve zogierTi sxva sakvanZo muSake-
bi;
¾ top-menejerebis darmwuneba myidvelebze orientaci-
is aucileblobaSi. marketingis direqtori (vice-prezi-
denti marketingis dargSi) TviTon unda iyos magaliTi
klientebisaTvis muSaobis da waaxalisos isini, vinc ase
iqceva;
428
¾ daxmarebis miReba garedan. magaliTad, konsaltingur
firmebs gaaCniaT kompaniebis marketinguli orientaciis
Secvlis didi gamocdileba;
¾ waxalisebaTa sistemis Secvla. sanam Sesyidvebisa da
warmoebis ganyofilebebi Rebuloben gasamrjelos dana-
xarjebis dabali donisaTvis, isini winaaRmdegni arian
xarjebis gazrdisa, romlebic mimarTulia servisis do-
nis amaRlebaze. sanam safinanso ganyofileba orienti-
rebs moklevadiani rentabelobis maCveneblebze, igi iqne-
ba marketinguli investiciebis winaaRmdegi, romlebic
mimarTulia loialuri myidvelebis farTo segmentze;
¾ samuSaod marketingis maRalkvalificiuri specia-
listebis miwveva. kompanias sWirdeba Zlieri vice-pre-
zidenti marketingis dargSi, romelic flobs ara marto
Sesabamisi ganyofilebis marTvis Cvevebs, aramed Seswevs
unaric daimsaxuros danarCeni vice-prezidentebis pati-
viscema da moaxdinos maTze gavlena. kompaniam, romelsac
gaaCnia ramdenime qvedanayofi, unda Seqmnas marketingis
Zlieri korporaciuli ganyofileba;
¾ sakuTari marketinguli programebis damuSaveba. kom-
paniam unda izrunos programebis gulmodgined damuSa-
vebis Sesaxeb umaRlesi xelmZRvanelobisaTvis, qvedana-
yofebis menejerebisaTvis, marketingisa da vaWrobis mu-
SakebisaTvis, sawarmoo muSebisaTvis da sxv. Motorola da
Accenture iyeneben swavlis aseT programebs;
¾ marketinguli dagegmvis Tanamedrove sistemis daner-
gva. dagegmvaSi monawileoba aiZulebs menejerebs ifiq-
ron sabazro garemos, SesaZleblobebis, konkurentuli
tendenciebisa da sxva faqtorebis Sesaxeb. marketinguli
strategiis damuSavebis Semdeg iwyeba konkretuli muSa-
oba, konkretuli saqonlisa da segmentebis mixedviT ga-
saRebisa da mogebis prognozebis momzadebaze. meneje-
rebma pasuxi unda agon am gegmebis SesrulebisaTvis;
¾ marketinguli saqmianobis yovelwliuri waxalisebis
wesis dadgena. kompaniis ganyofilebebi, romlebic amu-
Saveben marketingis gegmebs, unda acnobebdnen maTi Ses-
rulebis Sedegebs specialur komitets (komisias). sauke-
Teso variantebis dammuSaveblebi jildovdebian gansa-
kuTrebul ceremoniaze. Semdeg es gegmebi vrceldeba yve-
la sxva ganyofilebebSi rogorc `marketinguli azrovne-

429
 bis nimuSi~, aseTi programebi gamoiyeneba kompaniebSi
Accenture, Bekton-Dickenson da DuPont;
¾ ZiriTadi yuradReba mieqces ara ganyofilebebs, ara-
med procesebsa da Sedegebs. kompaniam unda moaxdinos
procesebis identificireba, romlebic gansazRvraven sa-
boloo Sedegebs. unda Seiqmnas disciplinaTaSorisi gun-
debi da dainiSnos maTi menejerebi, romlebic ganaxorci-
eleben am procesebis gardaqmnasa da danergvas;
¾ TanamSromlebisaTvis uflebamosilebis miniWeba.
progresuli kompaniebi axaliseben da ajildoeben Tavi-
anT TanamSromlebs axali ideebisaTvis. agreTve mosamsa-
xureebs eniWebaT uflebamosileba myidvelTa saCivrebis
daregulirebisaTvis, rom SenarCunebul iqnes maTTan Ta-
namSromloba. magaliTad, IBM-Si TanamSromels, romelic
muSaobs uSualod kleintebTan (momxmareblebTan) SeuZ-
lia daxarjos $5 aTasamde, rom gadawydes klientis prob-
lema adgilze.
hiperkonkurentuli ekonomikis pirobebSi kompaniis orien-
tacia myidvelebze aucilebelia, magram arasakmarisia. organi-
zacia (kompania) unda muSaobdes SemoqmedebiTad. amJamad kompa-
niebs sul ufro swrafad erTmaneTisagan gadaaqvT upirateso-
bebi da strategiebi. imis kvalobaze, rom kompaniebi sul ufro
emsgavsebian erTmaneTs, mogeba mcirdeba. erTaderTi, riTac
kompanias SeuZlia gamovides mdgomareobidan, esaa strategiu-
li siaxleebisa da SemoqmedebiTi potencialis gazrda. aseT Se-
saZleblobas iZleva instrumentebis, procesebis, RonisZiebe-
bis, TanamSromelTa Cvevebis kombinireba konkurentebTan Seda-
rebiT.
efeqtian saSinao marketingTan erTad kompaniaSi savalde-
buloa socialuri pasuxismgeblobis ganviTarebuli grZnoba.
kompaniis menejerebma unda Seafason eTikuri principebi, rom-
lebzec dafuZnebulia maTi marketingi, da socialuri mimar-
Tuleba. swrafva korporaciuli socialuri pasuxismgeblobis
ufro maRali donisaken ganpirobebulia ramdenime faqtoriT:
myidvelTa mzardi molodinebi, TanamSormelTa cvalebadi mo-
lodinebi, kanonmdebloba da saxelmwifo moTxovnebi, investo-
rebis pirobebi, cvlilebebi saqmian urTierTobaTa (biznesis)
praqtikaSi. warmateba biznesSi da mudmivi samuSao, romelic mi-
marTulia myidvelTa (momxmarebelTa) da sxva dainteresebuli
jgufebis dakmayofilebaze, mWidrod dakavSirebulia saqmiani
da marketinguli qcevis standartebis maRal donesTan. publi-
430
ka aRfrTovanebulia kompaniebiT, romlebic rCebian erTgulni
moemsaxuron pirvel rigSi sazogadoebis da ara Tavis sakuTar
interesebs.
saqmian praqtikaSi (biznesSi) garduvalad warmoiSoba situa-
ciebi, romlebic dakavSirebulia eTikur aspeqtebTan. es situ-
aciebi friad rTulia: zusti gamijvna Cveulebriv marketin-
gul praqtikas da araeTikur qcevas Soris ar aris martivi. mag-
ram amave dros zogierTi marketinguli midgoma aSkarad araka-
nonieri an araeTikuria. amas SeiZleba daematos qrTami, komer-
ciul saidumloebaTa moparva, yalbi an SecdomaSi Semyvani rek-
lama, gasaRebis organizaciis SezRuduli praqtika da damakav-
Sirebeli SeTanxmebebi, xarisxis wuni an saqonlis arasakmarisi
uvnebloba, cru garantiebi, arasarwmuno markireba, fasebis
dafiqsireba an gaumarTlebeli safaso diskriminacia, bazarze
gasvlis dabrkoleba an mZarcveluri konkurencia.
warsulSi ukmayofilo momxmarebels (myidvels) SeeZlo gae-
ziarebina Tavisi Sexeduleba mimwodeblis an gamyidvelis Sesa-
xeb saSualod 12 sxva adamianisaTvis, dRes ki internetis daxma-
rebiT mas SeuZlia Tavis ukmayofilebis Sesaxeb Tavisi azri ga-
dasces aTasobiT adamians. internetis garda warmatebiT SeiZ-
leba gamoyenebul iqnes zegavlenis iseTi saSualeba, rogori-
caa PR — kampania. magaliTad, 1997 wels organizaciam, romelic
gamovida tropikuli tyis dasacavad, Caatara PR — kampania, ro-
melic mimarTuli iyo Zvirfasi jiSis xis masaliT movaWre Home
Depot-is maRaziebis qselis winaaRmdeg. es kampania grZeldeboda
ori wlis ganmavlobaSi, romlis Semdeg Home Depot-ma daavade-
bula Tavisi mimwodeblebi eTanamSromlaT bunebisdamcvel
organizaciebTan da amgvarad uzrunvelyofil iqna Tavisi mer-
qnis ekologiuri usafrToxeba.
socialurad pasuxismgebel marketingze gadasvla mimdina-
reobs erTbaSad sami mimarTulebiT: jerovani samarTlebrivi,
eTnikuri da socialur-sapasuxismgeblo qcevis mimarTule-
biT.
sazogadoebam kanonis daxmarebiT rac SeiZleba zustad un-
da gansazRvros iuridiulad dauSvebeli, asocialuri da Tavi-
sufali konkurenciis damabrkolebeli moqmedebebi. kompanieb-
ma unda uzrunvelyon, rom maTma muSakebma icodnen da icavdnen
Sesabamis kanonebs (samarTlebrivi qceva). kerZod, gasaRebis me-
nejerebma Tvalyuri unda adevnon savaWro warmomadgenlebis
qcevas. am ukanasknelT ara aqvT ufleba myidvelebisaTvis ake-
Ton gancxadebebi, romlebic aRematebian sareklamo dapire-
431
bebs, an, Tu myidvelebi iuridiuli pirebia, SeTavazon qrTami
Sesyidvis agentebs. agreTve dauSvebelia qrTamis saSualebiT
an samrewvelo SpionaJis daxmarebiT konkurentebis teqnikuri
an komerciuli saidumloebebis SeZena. dabolos, vaWrobis mu-
Sakebma ar unda gautexon saxeli konkurentebs an maT saqonels,
maTze iseTi istoriebis moyoliT, romlebic ar Seesabamebian
sinamdviles.
kompaniebma unda ixelmZRvanelon da daicvan oficialuri
moraluri kodeqsi, imuSaon eTikuri qcevis tradiciebis Seq-
mnaze, daakisron TavianT muSakebs sruli pasuxismgebloba eTi-
kuri da iuridiuli darRvevebisaTvis. 1999 wels kvleviTma
firmam (institutma) Environics International Caatara gamokiTxva,
romlis Tanaxmad 67% Crdilo amerikelebi mzad iyvnen eyidaT
an, piriqiT, boikoti gamoecxadebinaT saqonlisaTvis gamomdi-
nare eTikis Tvalsazrisidan. imave wels sxva kompaniis gamok-
vlevam (KPMG), romelmac moicva 1100 globaluri kompania, aC-
vena, rom maTgan 24% yovelwliurad adgens angariSgebebs maT
mier gansaxorcielebeli saqmianobis eTikurobis Sesaxeb.
muSaoben ra myidvelebTan da sxva kompaniis saqmianobaSi da-
interesebuli jgufebis warmomadgenlebTan, marketingis spe-
cialistebma unda ixelmZRvanelon `socialuri sindisiT~. ada-
mianebi sul ufro xSirad laparakoben imaze, rom kompaniebis
SerCevisas (saqonlis an momsaxurebis SeZenisaTvis, fulis da-
bandebis an muSaobisaTvis) isini sul xSirad xelmZRvaneloben
informaciiT maTi socialuri da ekologiuri pasuxismgeblo-
bis Sesaxeb da saWiroeben aseT informacias. kompaniebi, rom-
lebmac am maCvenebliT miaRwies maRal dones CamoTvlilia 15.1
cxrilSi. arian kompaniebi, romlebic mTlianad socialur
`relsebzea~ gadasuli (Fetzer Vineyards da sxv.).
cxrili 15.1
saukeTeso kompaniebi socialuri pasuxismgeblobis
TvalsazrisiT

1. Jonson & Jonson 10. 3M

2. Coca-Cola 11. UPS
3. Wal-Mart 12. FedEx
4. Anheuser-Busch 13. Tazget
5. Hewlett-Packard 14. Home Depot
6. Walt Disney 15. General Electric
7. IBM
8. Microsoft
9. McDonald's

432
 ar SeiZleba iTqvas, rom gadawyvtileba imis Sesaxeb, rogor
iqnes publikamde mitanili kompaniis damokidebuleba socia-
luri pasuxismgeblobisadmi, ar aris ioli. problema warmoi-
Soba xolme korporaciul filantropiasTan dakavSirebiTac.
kompaniebi Merck, DuPont, Wal-Mart, Bank of America qvelmoqmed
organizaciebs uricxaven $100 milions da ufro mets weli-
wadSi. es keTili saqmea, magram Tu amis Sesaxeb ar gakeTdeba
gancxadeba yvelas gasagonad, maSin veravin verc gaigebs.
momavali kompaniebs uqadis bevr axal gamourkvevel Se-
saZleblobebs. teqnologiuri miRwevebi mzis energiis, kom-
piuteruli qselebis, sakabelo da Tanamzgavruli telexed-
vis, bioteqnologiebisa da telekomunikaciebis gamoyenebis
dargSi _ yovelive es Secvlis momavlis samyaros da gaxdis
mas Znelsacnobad. amave dros social-ekonomikuri, kultu-
ruli da bunebrivi faqtorebi ganapirobeben axali SezRud-
vebis gaCenas saerTod biznesze da kerZod marketingze. war-
mateba elodeba im kompaniebs, romlebic ipovian axal gadaw-
yvetilebebs da ikisreben mTel pasuxismgeblobas sazogado-
ebis (publikis) winaSe. kompaniis magaliTad, romlis socia-
luri pasuxismgebloba Cadebulia TviT biznes-modelSi, da-
saxelebulia Working Assets.
bevr kompaniaSi korporaciuli socialuri pasuxismgeblo-
bis inciativebi erTiandeba marketingul RonisZiebebTan.
movlenebis marketings uwodeben marketings, romlis dro-
sac kompaniis monawileoba saqvelmoqmedo saqmianobaSi an
movlenebSi dakavSirebulia momxmareblebis mier saqonlis
an momsaxurebis SeZenasTan. movlenebis marketingi iTvleba
korporaciuli socialuri marketingis nawilad, romel-
sac gansazRvraven rogorc marketingul Zalisxmevas, romel-
sac gaaCnia rogorc minimum erTi ekonomikuri mizani, dakavSi-
rebuli sazogadoebis keTildReobasTan. aqve moiazreba tra-
diciuli da strategiuli qvelmoqmedeba da volonteruli
saqmianoba. seriozulad movlenebis marketingma daiwyo ganvi-
Tareba 1980-ian wlebSi. bevri eqsperti (damkvirvebeli) am mi-
marTulebisadmi interesis zrdas ukavSirebs 1983 wlis kam-
panias, romelic Catarda American Express-is mier Tavisuflebis
qandakebis (aSS) restavraciis sasargeblod. movlenebis marke-
tingma SeiZleba miiRos sxvadasxva formebi. movlenebis marke-
tingis warmatebulma programam SeiZleba moitanos erTbaSad
ramdenime sargebeli: upirveles yovlisa socialuri keTil-
433
dReobis amaRleba, savaWro markis diferenciuli poziciis
Seqmna, urTierTobebis ganmtkiceba myidvelebTan, kompaniis
imijis amaRleba da saqmiani reputaciis gazrda, sabolood ki
gayidvebis moculobebis gadideba. zogierTi eqsperti miiC-
nevs, rom movlenebis marketingis sporadulad gamoyeneba _
TiToeul SemTxvevaSi axali movlenis arCeva, mis efeqtiano-
bas amcirebs brendisaTvis upiratesobaTa TvalsazrisiT.
bevri kompania (firma) amjobinebs imuSaos erT an ramdeni-
me msxvil ambavTan (movlenasTan): ase ufro martivia kampani-
ebis Catarebis TvalsazrisiT da ufro efeqtiania Sedegis
TvalsazrisiT. aseTi koncentrirebuli midgomis magaliTia
McDonald's. `ronald makdonaldis saxlebi~ arseboben 20-ze
met qveyanaSi; maTSi aris 5 aTas nomerze meti im mSoblebi-
saTvis, romelTa bavSvi mkurnalobs saxlidan Sors. es prog-
rama tardeba 1974 wlidan, da am xnis ganmavlobaSi r. makdo-
naldis `meore saxliT~ isargebla TiTqmis 4 milionma ojax-
ma. magram, izRudeba ra erTi RonisZiebiT, firma zRudavs
momxmarebelTa an sxva dainteresebuli pirebis wresac, rom-
lebzec movlenebis marketings SeuZlia moaxdinos dadebiTi
gavlena. bevri kompania arCevs movlenas, romelic Seesabameba
maT korporaciul an samarko imijs. magaliTad, Lens Crafters-is
optikis maRaziebi atareben programas `mxedveloba saCuqrad~
_ es imdenad ar aris programa, ramdenadac aris saqvelmoq-
medo programebis mTeli ojaxi, romelic moicavs mxedvelo-
bis ufaso Sefasebasa da saTvaleebis darigebas da ukve 3 mi-
lionze met gaWirvebuls gaewiaT am mxriv daxmareba Crdilo-
eT amerikasa da msoflios ganviTarebad qveynebSi. aRniSnu-
li kompaniis yvela maRazias aqvs ufleba ufasod gascen saT-
valeebi axlo raionis mcxovreblebze. garda amisa, `mxedve-
loba saCuqrad~ CarCoebSi ori avtobusi mudmivad dadis
CrdiloeT amerikaSi, sTavazobs ra bavSvebs mxedvelobis Se-
mowmebis momsaxurebas, da yovelTviurad tardeba orkviriani
`operaciebi~ sazRvargareT.
movlenebis marketingis programis brendingi SeiZleba gan-
xorcieldes sami wesiT:
¾ damoukideblad: kompania TviTon qmnis movlenis (amba-
vis) mxardaWeris programas. kompania asrulebs mTel
muSaobas TviTon da ayalibebs sruliad axal organiza-
cias arCeul movlenasTan samuSaod. mxardaWera SeiZleba
ganxorcieldes saerTo korporaciuli markis an cal-
keuli saqonlis markis qveS. movlenis damoukidebeli
434
 marketingis klasikuri magaliTebia _ `ronald makdo-
naldis saxlebi~ da kompania Avon-is `jvarosnuli laS-
qroba mkredis kibos winaaRmdeg~;
¾ erTad, pasiuri formiT: kompania uerTdeba erT-erT
arsebul programas. igi xdeba ukve movlenis mowesri-
gebuli mxardaWeris partniori. rogorc wesi, am Sem-
TxvevaSi markis kavSiri movlenasTan vlindeba mxolod
misi sponsoris formiT, xolo TviTon monawileoba ar
afiSirdeba. amJamad erToblivi monawileoba movlenis
marketingis yvelaze popularuli wesia. magaliTad, kom-
pania Sealy warmoadgens `NASCAR-is banakis~ sponsors;
¾ erTad, aqtiuri formiT: kompania am hibridul midgoma-
Si agreTve xdeba arsebuli programis partniori, mag-
ram aqtiurad win wevs am Tavis kavSirs. magaliTad: `The
Rocky Mountain Challenge~ organizebuli samdRiani saq-
velmoqmedo velorbolaa, romlis sponsoria velosi-
pedis maRaziebis qseli Colorado Cyclist. Segrovili saxsre-
bi iricxeba tailer gamiltonis fondSi, romelic Seqmni-
lia velorbolis (`Tour de France~) erT-erTi mudmivi mo-
nawilis mier.
pasiuri erToblivi brendingi kompaniisTvis es aris wesi
daematos savaWro markis arsebul imijs zogierTi asociaci-
ebi, romlebic `nasesxebia~ SenarCunebuli movlenidan. damo-
ukidebeli brendingi SeiZleba iyos sasargeblo, rodesac
kompanias unda Seavsos arsebul momxmarebelTa asociaciebi
emociuri da saimijo mowodebebis daxmarebiT. aqtiuri erTob-
livi brendingi kompromisuli variantia, romelic axamebs ama
Tu im midgomis upiratesobebs: aq markis mtkice kavSiria ar-
sebul RonisZiebasTan, da amave dros SenarCunebulia Tavisi
individualobac.

15.3. socialuri marketingi. marketingis

momavali

zogjer marketinguli saqmianoba xorcieldeba uSualod

imisaTvis, rom gadawydes socialuri problema an moxdes mxar-
daWera romelime RonisZiebisaTvis. socialuri marketingi
tardeba arakomerciuli an saxelmwifo organizaciebis mier
TviT RonisZiebis CarCoebSi: brZola narkotikebTan, sportisa
da jansaRi kvebis propaganda. moTxovnileba socialur marke-

435
tingze aSkaraa, sakmarisia bolo monacemebisa da faqtebis mo-
tana (monacemebi aSS-saTvis):
¾ xuTi-aTi milioni qaliSvili da qali itanjeba saWmlis
monelebis darRvevebiT;
¾ 16 aTasze meti kaci daiRupa sagzao-satransporto Sem-
TxvevebSi mTvrali mZRolebis mizeziT;
¾ 3 aTasze meti bavSvi da mozardi daiRupa cecxlsasroli
iaraRiT;
¾ 5 aTasze meti adamiani, romlebic elodebodnen organoe-
bis gadanergvas, daiRupa, sanam rigma mouwiaT.
socialuri marketingi globaluri movlenaa, romelic ukve
mravali welia arsebobs. 1950-ian wlebSi indoeTSi daiwyes oja-
xis dagegmva. 1970-ian wlebSi SvedeTSi daiwyo socialuri mar-
ketingis RonisZiebaTa Catareba, romlebic mimarTulia qveynis
gardaqmnaze erad mwevelTa da alkoholikTa gareSe. amave
wlebSi avstraliis mTavrobam Caatara kampania `Seikari Rvedi~.
1970 wlis bolos kanadis xelisuflebam Caatara kampania:
`uTxari `ara~ narkotikebs~, `dakavdi sportiT~ da sxv. 1980-ian
wlebSi msoflio bankma, jandacvis msoflio organizaciam da
daavadebaTa kontrolisa da profilaqtikis centrebma daiwyes
termin `socialuri marketingis~ gamoyeneba. yvelaze cnobil
da warmatebul globalur kompaniebs Soris gamoyofen socia-
luri marketingis Semdeg RonisZiebebs:
¾ ugandaSi Seiqmna jixurebi, romlebSic adgilobrivi be-
biaqalebi yiddnen kontraceptivebs xelsayreli fase-
biT;
¾ organizacia Population Communication Services-ma Seqmna da
`daSala~ laTinur amerikaSi ori Zalian popularuli
`Stop~ da `When We Are Together~, romlebic mowodebulia
daexmaron axalgazrda qaliSvilebs gansazRvrul mo-
mentSi Tqvan `ara~:
¾ gulis, filtvebisa da sisxlis erovnuli instituti (aSS)
warmatebiT awvdis informacias qolesterinisa da sisx-
lis wnevis maRali donis Sesaxeb, rac mniSvnelovnad amci-
rebs sikvdilianobas.
aSS-Si socialuri marketingiT dakavebulia mravali orga-
nizacia. saxelmwifo organoebs Sorisaa naxsenebi daavadebaTa
kontrolisa da profilaqtikis centrebi, jandacvis saminis-
tro, socialuri uzrunvelyofis samsaxuri, transportis sa-
minsitro, garemos dacvis samsaxuri. arakomerciuli organiza-
ciebi, romlebic dasaqmebulni arian socialuri marketingiT,
436
arian asobiT: wiTeli jvari, veluri bunebis fondi, kibosTan
brZolis amerikuli sazogadoeba da sxva mravali.
socialuri marketingis programis ganxorcielebisas kri-
tikulad mniSvnelovania sworad SeirCes mizani. magaliTad, ra-
ze unda moxdes ojaxis dagegmvis fokusireba: TavSekavebaze Tu
kontracepciebze? socialuri marketingis kampaniaTa mizani
SeiZleba dakavSirebuli iyos adamianTa codnis, faseulobis an
maTi qcevis cvlilebebTan. konkretuli magaliTebi:
codnis cvlilebis kampaniebi:
¾ sxvadasxva produqtebis kvebiTi Rirebulebis ganmarte-
ba;
¾ ekonomiis mniSvnelobis axsna.
qcevis cvlilebis kampaniebi:
¾ mowevaze uaris Tqma;
¾ mZime narkotikebis momxmarebisagan uaris Tqma;
¾ alkoholis metismeti moxmarebisagan uaris Tqma.
faseulobis cvlilebis kampaniebi:
¾ abortebisadmi damokidebulebis Secvla;
¾ sxvadasxva saxis fanatikosebisadmi damokidebulebis
Secvla.
arCeuli miznebis misaRwevad socialur marketingSi SeiZ-
leba gamoyenebul iqnes sxvadasxva taqtika. tradiciuli mar-
ketingis procesi bevrad emsgavseba saqonlisa da momsaxurebis
tradiciul marketings (cxrili 15.2). warmatebis sakvanZo faq-
torebs Soris socialuri marketinguli programebis damuSa-
vebis Catarebisas asaxeleben:
¾ literaturuli wyaroebisa da wina kampaniebis Seswavla;
¾ miznobrivi bazrebis arCeva, romlebic yvelaze momzad-
beulia socialuri mimarTvis aRqmisaTvis;
¾ martivi, Sesasrulebeli moqmedebebis win waweva naTeli
da gasagebi eniT;
¾ miwodebis upiratesobaTa mimzidveli formulireba;
¾ SesaTavazebeli qcevis miRebis simartive;
¾ yuradRebis mimzidvel SetyobinebaTa damuSaveba da in-
formaciis saSualebebis swori arCeva;
¾ gasarTobi _ Semswavleli midgoma.
imis gaTvaliswinebiT, Tu ra sirTuleebTan SeiZleba iyos
dakavSirebuli socialuri marketingi, mniSvnelovania Tavi-
danve airCes grZelvadiani midgoma. socialuri marketingis
programebi maSinaTve ar iZlevian Sedegebs. magaliTad, moqme-
debebi, romlebic mimarTulia mowevis winaaRmdeg: angariS-
437
geba kiboTi avadmyofobis Sesaxeb, sigaretebis specialuri
markireba (`jandacva afrTxilebs...~), Tambaqos nawarmis rek-
lamis akrZalva, saxlSi, restoranSi, TviTmfrinavSi mowevis
akrZalva, gadasaxadebis gadideba sigaretebze da sxv. socia-
luri marketingis programis saboloo warmateba ganisaz-
Rvreba mis winaSe dasaxuli miznebis miRwevis xarisxiT. Sefa-
sebis kriteriumebia: kampaniis miRebis xarisxis maRali done,
miRebis siCqarisa da miRebis xangrZlivobis maRali doneebi,
erT miRebaze danaxarjebis dabali done, mniSvnelovani arap-
roduqtiuli Sedegebis ararseboba.
cxrili 15.2
socialuri marketingis dagegmvis procesi

Cven sad vimyofebiT?

5. programis mimarTulebis gansazRvra;
6. programis generaluri miznis dasaxva;
7. Zlieri da susti mxareebis, SesaZleblobebisa da safrTxeebis
analizi (SWOT-analizi);
8. warsuli da msgavsi programebis garCeva.
ras gvinda mivaRwioT?
1. miznobrivi auditoriis arCeva;
2. amocanebis da miznebis dasaxva;
3. miznobrivi auditoriebisa da konkurentebis analizi.
rogor mivalT aqamde?
1. saqoneli: sabazro miwodebis damuSaveba;
2. fasi: danaxarjebis gansazRvra qcevis Secvlaze;
3. distribucia: saqoneli unda iyos xelmisawvdomi potenciuri
myidvelebisTvis;
4. win waweva: SetyobinebaTa Seqmna da informaciis saSualebiT
arCeva.
rogor ar avcdeT gzas?
1. efeqtianobisa da monitoringis Sefasebis gegmis damuSaveba;
2. biujetebis gaangariSeba da dafinansebis wyaroebis moZieba;
3. programis realizaciis gegmis Sedgena.

15.3 cxrilSi Tavmoyrilia kompaniis (firmis) maxasiaTeb-

lebi sworad warmarTuli marketinguli saqmianobiT. aseTi
firma kargia ara imiT, `ras warmoadgens~, aramed imiT, `ras
akeTebs is~. marketinguli gegmebis realizacia (dagegmva)
esaa marketinguli gegmebis muSa davalebebad gardaqmnisa da
maTi ganxorcielebis procesi imgvarad, rom miRweuli iqnes
dasaxuli miznebi.
marketingis gegmas, rogor kargadac ar unda iyos igi Sed-
genili, ar gaaCnia gansakuTrebuli faseuloba saTanado Ses-
438
rulebis gareSe. magaliTad, qimiuri dargis kompaniam gadaw-
yvita, rom misi konkurentebi uunaroni arian uzrunvelyon
servisis maRali done. menejerebma miiRes gadawyvetileba
imis Taobaze, rom kompaniis ZiriTadi strategiuli xazi iqneba
swored servisuli momsaxureba. samwuxarod, kompaniam ver
SeZlo mieRwia sagegmo SedegebisTvis. marcxis mizezebis ana-
lizma aCvena, rom strategiis realizaciisas daSvebul iqna
Secdomebi. kompaniis xelmZRvaneloba jerovan yuradRebas ar
aqcevda myidvelTa (momxmarebelTa) momsaxurebis ganyofi-
lebas, masSi ar iyo sakmarisi muSakebi, niSnavdnen sust mene-
jerebs. ufro metic, waxalisebis sistema emyareboda dana-
xarjebisa da mimdinare mogebis zrdis SeCerebas. kompaniam ver
SeZlo ganexorcielebina cvlilebebi, romlebic aucilebelia
cxovrebaSi strategiis warmatebuli realizaciisTvis.

cxrili 15.3
kompaniis maxasiaTeblebi sworad warmarTuli
marketingiT

1. kompania irCevs moznobriv bazrebs, romlebzec flobs rea-

lur upiratesobebs, da Tavs aridebs an midis bazrebidan,
sadac igi Tavidanve sustia.
2. praqtikulad yvela muSaki fiqrobs myidvelebisa da bazris
Sesaxeb.
3. mowesrigebulia kargi muSa urTierTobebi marketings, sa-
mecniero-kvleviT da sacdel-sakonstruqtoro ganyofile-
basa da warmoebas Soris.
4. mowesrigebulia kargi muSa urTierTobebi marketings, gasa-
Rebisa da momsaxurebis ganyofilebas Soris.
5. kompaniaSi arseboben stimulebi, romlebic mimarTulia sa-
Wiro qcevis waxalisebaze.
6. kompania mudmivad akvirdeba myidvelTa dakmayofilebisa da
loialurobis dones da muSaobs mis amaRlebaze.
7. faseulobis SeTavazebis sistemaSi kompanias gaaCnia Zlieri
mimwodeblebi da distributorebi.
8. kompania kvalificiurad udgeba Tavisi savaWro markisa (marke-
bisa) da imijis formirebas.
9. kompania iCens moqnilobas myidvelTa mravalferovani moT-
xovnebis dakmayofilebaSi.

marketingul moqmedebaTa strategia upasuxebs kiTxvebze

ra da ratom, xolo misi Sesruleba _ kiTxvebze vin, sad, ro-
dis da rogor? strategia da misi realizacia urTierTda-
kavSirebulia, vinaidan TiToeuli strategiuli done adgens
439
Sesabamisi moqmedebebis ganxorcielebis sxva, ufro dabal, da-
valebis doneebs. magaliTad, kompaniis umaRlesi xelmZRvane-
lobis strategiuli gadawyvetileba zogierTi saqonlis `mo-
savlis aRebis~ Sesaxeb unda iyos formulirebuli samsaxure-
bisa da ganyofilebebisTvis konkretul davalebaTa formiT.
gamoyofen oTx ZiriTad Cvevas, romlebic aucilebelia marke-
tinguli programebis efeqtiani danergvisaTvis:
¾ problemis Secnobisa da diagnostirebis codna. Tu
marketinguli programebi ar amarTleben molodinebs,
warmoadgens Tu ara es araswori strategiis an misi cu-
di Sesrulebis Sedegs? Tu saqme realizaciaSia, maSin
kerZod, ra iyo gakeTebuli arasworad?
¾ kompaniis organizaciuli donis gansazRvris (rome-
lic warmoSobs problemas) codna. realizaciis prob-
lemebi SeiZleba warmoiSvas samidan erT-erT doneze: mar-
ketinguli funqcia, marketinguli programa da marke-
tinguli politika;
¾ gegmis realziaciis Cvevebi. programis warmatebiT
SesrulebisaTvis marketingis specialistebi unda flob-
dnen rig damatebiT Cvevebs: resursebis ganawilebisaT-
vis biujetirebis Cvevebi, efeqtiani gundis Seqmni-
saTvis organizaciuli Cvevebi da samuSaos monawile-
Ta motivirebisaTvis urTierTmoqmedebis Cvevebi;
¾ Sesrulebis Sedegebis Sefasebis codna. marketingis
specialistebs (marketerebs) agreTve esaWiroebaT mar-
ketingul moqmedebaTa kontrolisa da Sefasebis
Cvevebi.
kompaniebi akeTeben yvelafers marketinguli operaciebis
efeqtianobis amaRlebisa da marketingSi investiciebze mo-
gebis SefasebisaTvis. marketingze xarjebma SeiZleba Seadgi-
nos kompaniis mimdinare danaxarjebis saerTo moculobis 20-
dan 40%-mde. amitom friad mniSvnelovania marketinguli saqmi-
anobis efeqtiani menejmenti. saqmianobis aseTi organizacia
cnobilia rogorc marketinguli resursebis menejmenti
(marketing resource management, MRM), sawarmos marketingis me-
nejmenti (Enterprise marketing management, ) da marketingis avto-
matizaciis sistemebi (marketing automation system, MAS). marke-
tingis menejmentis programuli uzrunvelyofa warmoadgens
internet-danarTebis nakrebs, romlebic xels uwyoben saqmi-
anobis iseTi yvela saxis avtomatizirebasa da gaerTianebas,
rogoricaa proeqtebis, kampaniebis, biujetis, aqtivebis, sa-

440
vaWro markebis, myidvelebTan urTierTobebis, codnis marTva.
eseni erTad qmnian imas, ramac miiRo `samagido marketingis~
saxelwodeba: marketingiT dainteresebul organizaciebsa
(firmebsa) da specialistebs SeuZliaT miiRon nebismieri au-
cilebeli informacia da gadawyvetilebis miRebis struqtu-
ra kompiuteridan.
marketinguli saqmianobis kontrolis aucileblobis miu-
xedavad, bevr kompaniaSi miRebuli procedurebi ar iZlevian
misi ganxorcielebis SesaZleblobas. 75 kompaniis saqmianobis
analizis safuZvelze mkvlevarebi (marketologebi) mividnen
Semdeg daskvnamde:
¾ mcire kompaniebi naklebad zrunaven zusti miznebis da-
saxvisa da efeqtianobis Sefasebis sistemebis daner-
gvis Sesaxeb;
¾ naxevarze met ganxilul kompaniebSi menejerebs ar hqon-
daT warmodgena TavianTi saqonlis mogebianobis Sesaxeb.
kompaniaTa daaxloebiT erT mesameds ar gaaCndaT regu-
laruli procedurebi, romlebic iZlevian zaraliani
saqonlis aRmoCenisa da warmoebidan moxsnis SesaZleb-
lobas;
¾ kompaniaTa TiTqmis naxevarma ver moicala Tavisi fasebis
ZiriTad konkurentebis fasebTan Sesadareblad, gaea-
nalizebina danaxarjebi sasawyobo operaciebsa da gav-
rcelebaze, saqonlis dabrunebis mizezebi, Seefasebina
reklamisa da Tavisi vaWrobis muSakebis angariSgebebis
efeqtianoba;
¾ bevr kompanias kontrolis Sedegebis Sesaxeb angariSgebe-
bis Sedgenaze, romlebic amasTan ar gansxvavdebian si-
zustiT, esaWiroebaT oTxidan rva kviramde.
rogorc Cans 15.4 cxrilidan, gamoyofen marketinguli kon-
trolis oTx variants: wliuri gegmebis, mogebianobis, efeq-
tianobisa da strategiul kontrols. wliuri gegmebis kon-
trolis mizania darwmuneba imaSi, rom kompania aRwevs Tavis
miznebs gasaRebis, mogebis da sxva maCveneblebis mixedviT,
romlebic dadgenilia wliur gegmaSi. mTavari marketingul
kontrolSi aris marTva miznebis mixedviT. am procesSi
gamoyofen oTx etaps (ix. nax. 15.4).
upirveles yovlisa, kompaniis xelmZRvaneloba gansazRv-
ravs miznebs uaxloesi Tvis an kvartlis manZilze. meore, xor-
cieldeba kompaniis sabazro saqmianobis kontroli. mesame, Tu
warmoiSoba seriozuli gadaxrebi, menejmenti valdebulia
441
 cxrili 15.4
marketinguli kontrolis tipebi

kontrolis vinaa pasuxismgebe- kontrolis midgomebi

tipi li mizani
yovelwliuri ¾ umaRlesi xel- gageba, mi- ¾ gasaRebis anali-
gegmebis kon- mZRvaneloba iRweva Tu zi
troli ¾ saSualo rgo- ara dageg- ¾ bazris wilis
lis menejerebi mili Sede- analizi
gebi ¾ danaxarjebisa
da gayidvebis
Sedareba
¾ finansuri ana-
lizi
¾ marketinguli
SefasebiTi ana-
lizi
mogebianobis marketinguli kon- gansazRvra, Sefasdes mogebiano-
kontroli troliori (inspeq- sad midis ba produqtebis, te-
tori) da sad ikar- ritoriebis, myidve-
geba kompa- lebis, bazris seg-
niis fuli mentebis, gasaRebis
arxebis, SekveTebis
sididis mixedviT
efeqtianobis ¾ saxazo da fun- Sefasdes da Sefasdes savaWro
kontroli qciuri meneje- gaumjobes- personalis, rekla-
rebi des saxsre- mis, gasaRebis sti-
¾ marketinguli bis xarjvis mulirebis, gavrce-
kontroliori efeqtiano- lebis efeqtianoba
ba da marke-
tinguli
xarjebis
gavlena
strategiuli ¾ umaRlesi gairkves, marketingis efeqti-
kontroli xelmZRvaneloba iyenebs Tu anobis Sefasebis in-
¾ marketinguli ara kompa- strumentebi:
auditori nia Tavis ¾ marketinguli au-
maqsimalur diti
SesaZleb- ¾ marketingis xa-
lobebs baz- risxis gadasinjva
rebis, sa- ¾ kompaniis eTikuri
qonlisa da da socialuri pa-
gavrcele- suxismgeblobis
bis arxebis gadasinjva
azriT
daadginos maTi mizezebi. meoTxe, gadaidgmeba koreqtirebis na-
bijebi, romlebic mimarTulia miznobriv da faqtiur maCve-
neblebs Soris daSorebis Semcirebaze. kontrolis mocemuli
modeli misaRebia organizaciis (firmis) yvela doneze. firmis
(kompaniis) top-menejmenti gansazRvravs mogebisa da gayid-
442
vebis moculobebis miznebs. marTvis TiToeuli momdevno doni-
saTvis es miznebi konkretdeba sxvadasxva maCveneblebSi. amis
Sedegad saqonlis TiToeuli menejeri xelmZRvanelobs Tavis
moqmedebebSi gansazRvruli miznebiT gasaRebisa da danaxar-
jebis mixedviT. konkretuli amocanebi isaxeba gasaRebis regi-
onuli menejerebis winaSe, rogorc savaWro warmomadgenlebis
winaSec. dagegmvis periodis dasrulebisas umaRlesi rgolis
(donis) menejerebi aanalizeben xelqveiTTa saqmianobis Sede-
gebs da gansazRvraven koreqtirebis zemoqmedebis aucileblo-
bas.

nax. 15.4. kontrolis procesi

zogierT kompaniaSi SemoRebulia marketinguli kontro-

lioris, anu inspeqtoris Tanamdeboba, romelic exmareba mar-
ketingis specialistebs (marketerebs) aamaRlon muSaobis efeq-
tianoba. kontroliorebi muSaoben ofisebSi, magram specia-
lizdebian swored biznesis marketingul mxareze. iseT kom-
paniebSi, rogoricaa General Fords, DuPont da Johnson & Johnson,
kontroliorebi axorcieleben marketinguli danaxarjebis
rTul finansur analizs. isini akvirdebian mogebis gegmebis
Sesrulebas, konsultacias uweven brend-menejerebs biuje-
tebis Sedgenisas, amowmeben win wawevis efeqtianobas, aanali-
zeben danaxarjebs informaciis sxvadasxva saSualebebze, afa-
seben sxvadasxva myidvelTa da geografiuli (teritoriuli)
regionebis mogebianobas, aswavlian marketerebsa da marketo-
logebs marketingul gadawyvetilebaTa finansur Sedegebs.
443
 menejerebs esmiT, rom marketingi xSirad moiTxovs met
fuls, vidre mas moaqvs kompaniisTvis, da marketingis speci-
alistebisagan elodebian did angariSvaldebulebas. momaval-
Si saWiroa rigi imperativebis Sesruleba. marketingi unda iyos
xolistikuri, mTliani da naklebad gamocalkevebuli erTi
ganyofilebis CarCoSi. marketingis specialistebs, Tu undaT
maT iyvnen biznesis strategiis `arqiteqtorebi~, unda gaaZ-
lieron TavianTi gavlena kompaniaSi. isini mudmivad unda iy-
vnen axali ideebis avtorebi _ mxolod ase SeZlebs kompania
efeqtian funqcionirebas hiperkonkurentuli ekonomikis pi-
robebSi. brendebis damkvidreba unda xdebodes ara imdenad
win wawevis, ramdenadac miRweuli Sedegebis safuZvelze. abso-
luturad aucilebelia eleqtronuli arxebis gamoyeneba; ba-
zarze gamarjvebis erT-erTi elementi unda gaxdes saukeTe-
so sainformacio da sakomunikacio sistema. amgvarad, Tana-
medrove marketingi ganviTardeba, masSi Tavs iCens axali
problemebi da SesaZleblobebi. rogorc Sedegi uaxloes
wlebSi moxdeba:
¾ gadasvla erT ganyofilebaSi Tavmoyrili marketingidan
xolistikur marketingze;
¾ gadasvla marketingze nebismieri xarjebidan marketin-
guli investiciebis rentabelobis dasabuTebaze;
¾ marketingSi gadasvla intuiciidan mecnierul midgo-
mebamde;
¾ gadasvla xeliT Sromis marketingidan marketinguli
procesebis avtomatizaciaze;
¾ gadasvla masobrivi marketingidan ufro zust, miznob-
riv marketingze.
yvela am gadasvlis ganxorcielebisaTvis, WeSmaritad mTlian
marketingul organizaciad gardaqmnisaTvis kompanias sWir-
deba axali Cvevebi da kompetenciebi. marketingi warmoudgene-
li xdeba profesionalizmis gareSe iseT dargebSi, rogoricaa:
¾ myidvelebTan urTierTobebis menejmenti;
¾ partniorul urTierTobaTa menejmenti;
¾ monacemTa bazisa da monacemTa Segrovebis marketingi;
¾ telemarketingi;
¾ R (movlenebis marketingisa da sponsorobis CaTvliT);
¾ brendebis Seqmna da savaWro markebis aqtivebis marTva;
¾ STabeWdilebaTa marketingi, an empiriuli marketingi;
¾ integrirebuli marketinguli komunikaciebi;

444
 ¾ rentabelobis analizi segmentebis, myidvelebis, gav-
rcelebis arxebis mixedviT.
marketingisTvis dgeba Zalian saintereso dro. marketin-
gul upiratesobisa da bazarze dominirebis gamodevnebaSi
ibadebian axali principebi da axali midgomebi. warmatebuli
marketingi XXI saukunis wesebiT iZleva mravali sargeblis
miRebis SesaZleblobas, magram maTi miRweva SesaZlebeli iqneba
mxolod daZabuli muSaobis, SorsmWvretelobisa da STago-
nebis daxmarebiT.
samwuxarod, saqarTveloSi erovnuli kompaniebi (firmebi)
jerjerobiT arasakmarisad acnobiereben saerTod marketin-
gis, kerZod xolistikuri marketingis rolsa da mniSvnelo-
bas hiperkonkurenciis pirobebSi, romelic damaxasiaTebe-
lia sabazro ekonomikis ganviTarebuli qveynebisTvis.

daskvnebi

1. ganviTarebis wlebSi marketingis Tanamedrove ganyofi-

leba gadaiqca gasaRebis martivi ganyofilebidan organi-
zaciul struqturad, sadac marketinguli personali mu-
Saobs ZiriTadad fuqnciaTaSorisi gundebis Semadgenlo-
baSi.
2. marketingis Tanamedrove ganyofileba SeiZleba organize-
bul iqnes sxvadasxva saSualebiT. zogierT kompaniaSi igi
iqmneba funqciuri specializaciis safuZvelze, sxva kom-
paniebSi _ geografiuli (teritoriuli) da regionuli
niSnebiT. kidev ewyoba muSaoba saqonlisa da savaWro mar-
kebis an sabazro segmentebis mixedviT. gamoiyeneba matri-
culi organizaciac, romelSic muSaoben bazris menejere-
bic, da saqonlis menejerebic. dabolos, kompaniebis erT
nawilSi Zlier ganviTarebulia korporaciuli marketingi,
sxva kompaniebSi _ igi SezRudulia, kompaniebis mesame na-
wilSi marketinguli samsaxurebi funqcionireben mxolod
qvedanayofebis (ganyofilebebis) doneze.
3. efeqtian Tanamedrove marketingul organizacias ganas-
xvavebs yvela ganyofilebis (marketingis, samecniero-kvle-
viTi da sacdel-sakonstruqtoro samuSaoebis, sainJinro-
teqnologiuri, Semsyidveli, sawarmoo, safinanso da sabu-
Raltro) koordinirebuli urTierTmoqmedeba da orien-
tacia momxmarebelze (myidvelze).

445
4. kompaniebis socialuri pasuxismgebloba unda gamovlindes
maT samarTlebriv, eTikur da sazogadoebriv qcevebsa da
moqmedebebSi. socialuri pasuxismgeblobis marketingul
programebTan produqtiuli kavSiris erT-erTi saSualeba,
romelic orientirebulia momxmareblebze, aris movlenebis
marketingi. socialuri marketingi arakomerciuli da sa-
xelmwifo organizaciebis saqmianobis saxeobaa, romelic
mimarTulia uSualod socialur problemaze an movlenaze.
5. marketingis nebismier gegmas, rac gind SesaniSnavi ar iyos
igi, ar gaaCnia gansakuTrebuli faseuloba jerovani Ses-
rulebis gareSe. marketingis gegmebis realizaciisaTvis
aucilebelia iseTi Cvevebi, rogoricaa problemis gacno-
bierebisa da diagnostirebis codna; kompaniis organiza-
ciuli donis gansazRvra, romelzec warmoiSoba problema;
gegmis realizaciis Cvevebi da Sesrulebis Sedegebis Se-
fasebis codna.
6. marketingis ganyofileba mudmivad unda daakvirdes Tavisi
gegmebis Sesrulebas da gaakontrolos mTeli marketingu-
li saqmianoba. efeqtianobis kontroli dakavSirebulia
vaWrobis muSakebis mwarmoeblurobis amaRlebis, rekla-
mis, gasaRebisa da gavrcelebis saSualebebis monaxvasTan.
strategiuli kontroli gulisxmobs kompaniis yvela miz-
nisa da gegmebis, bazrisadmi misi midgomebis periodulad
gadasinjvas. amisaTvis gamoiyeneba iseTi saSualebebi, ro-
goricaa marketingis efeqtianobis analizi da misi xaris-
xis Sefaseba, agreTve marketinguli auditi.

446
 danarTi (slaidebi)
biznesis orientacia

marketingis arsi

marketingis axali paradigma

447
 marketinguli gadawyvetilebebis ierarqia

Tanamedrove procesebi marketingis ganviTarebaSi

korporaciul doneze marketinguli

gadawyvetilebebis sferoebi

fiqnciur doneze marketinguli gadawyvetilebebis

miRebis sferoebi

448
moTxovna-gadaxdisunariani moTxovnileba, romelic
warmodgenilia bazarze

saqonlis marTvis inovaciuri gadawyvetilebebis

miRebis sferoebi

faswarmoqmnis sferoSi marketinguli

gadawyvetilebebis miRebis sferoebi

marketinguli faswarmoqmnis strategia da taqtika

449
 gavrcelebis arxebis marTvis gadawyvetilebis
miRebis sferoebi

partniorul urTierTobaTa miReba marketingis sferoSi

gadawyvetilebebis miReba marketinguli komunikaciebis

sferoSi

marketinmgis sistema

450
marketingis Taviseburebebi saqmianobis dargebsa da
sferoebSi

marketingis metrikebi

451
 glosariumi
a
agenti _ Suamavali saqonlisa da momsaxurebis myidvelebsa
da gamyidvelebs Soris. agentis rolSi gamodian brokerebi,
dilerebi, maklerebi, komisionerebi.
anketa _ gamokiTxvis furceli (blanki) informaciis (cnobe-
bis, monacemebis) misaRebad, romelic marketinguli kvle-
vebis erT-erTi mniSvnelovani komponentia.
arbitraJi _ organo sawarmoebs, organizaciebs (firmebs)
Soris qonebrivi davis, agreTve xelSekrulebis Seusru-
leblobis SemTxvevaSi sarCelis gadasawyvetad.

b
bazari _ 1) moTxovnisa da miwodebis dabalandebis meqanizmi,
romelic avlens warmoebuli produqtisa da masze sazoga-
doebriv moTxovnilebis (aRiarebis) Sesabamisobis xarisxs
da mocemuli saqonlis konkurentunarianobas; 2) arsebuli
an potenciuri gamyidvelebisa da myidvelebis fizikurad
an virtualurad warmodgenili erToblioba; 3) vaWrobis
organizebuli bazari; 4) saqonlis an momsaxurebis miRebis
wyaro; 5) birJa.
bazris gamokvleva _ 1) bazrebis sistematuri sawarmoo
(warmoebis srulyofisaTvis) gamokvleva, maTi unarianobis
dadgena saqonlis an momsaxurebis aRwarmoebis (kvlavwar-
moebis) uzrunvelsayofad arsebuli da potenciuri mom-
xmareblebis dakmayofilebisaTvis. gamokvleva moicavs ga-
saRebis, samuSao Zalis, kapitalis, nedleulisa da masale-
bis bazrebs; 2) erTi an bazrebis erTobliobis raodenobrivi
da Tvisebrivi analizi informaciis misaRebad bazris po-
tencialis, tevadobis, konkurentuli garemos maxasiaTeb-
lebis, fasebis Sesaxeb.
bazris koniunqtura _ pirobaTa erToblioba, romlebic
gansazRvraven faqtiurad Camoyalibebul Tanafardobas
moTxovnasa da miwodebas Soris, fasebis dinamikas, fasiani
qaRaldebisa da procentuli ganakveTebis kursebs. koniun-
qturis Seswavlis mizania bazris ganviTarebis tendencie-
bisa da procesebis gamovlena.
bazris mimzidveloba _ faqtorebis erToblioba, romle-
bic gansazRvraven firmis strategiul warmatebas; bazris
raodenobriv-Tvisebrivi maxasiaTeblebi, romlebic asaxa-

452
 ven bazris sidides, dinamikasa da xarisxs, mis infrastruq-
turas; energiiT, nedleuliT momaragebis da garemomcve-
li garemos mdgomareoba.
bazris segmentacia _ bazris danawileba ubnebad (segmente-
bad) sxvadasxva niSnebis safuZvelze. aseTi niSnebi SeiZle-
ba iyos momxmarebelTa maxasiaTeblebi, saqonlis samomxma-
reblo Tvisebebi, SeZenis motivebi, gavrcelebis arxebi da
gayidvebis formebi, bazris geografia, konkurentuli upi-
ratesobebi da sxv. bazris segmentebi erTmaneTisagan gan-
sxvavdebian momxmarebelTa moTxovnis xasiaTiT da maTi re-
aqciis mixedviT firmis marketingul Zalisxmevaze.
beCmarkingi _ 1) marketinguli saqmianoba, romlis saSuale-
biT firma permanentulad axorcielebs Tavisi maxasiaTeb-
lebis Sedarebas biznesis liderebTan msoflio masStabiT
sakuTari biznes-maxasiaTeblebis gasaumjobeseblad; 2)
partniorebisa da konkurentebis saukeTeso sawarmoebSi
produqciis warmoeba-gasaRebis procesebisa da meTodebis
gamokvleva sakuTari firmis efeqtianobis amaRlebis miz-
niT rincipi _ saukeTesodan saukeTesosaken).
biznesi _ kerZo sameurneo (ekonomikuri) da sxva saqmianoba
mogebis (Semosavlis) misaRebad (ix. mewarmeoba).
biznes-gegma _ saqmiani adamiani (da ara saqmosani), mesakuTre,
romelic eweva tradiciul bizness da qiraobs Tavisi fir-
misTvis muSa-mosamsaxureebs firmis prezidentis (meneje-
ris) CaTvliT (ix. mewarme).
birJa _ mudmivad moqmedi bazari (sasaqonlo da safondo),
romelzec xorcieldeba sabiTumo vaWroba saqonliTa da
fasiani qaRaldebiT.
brendi (ingl. damRa, marka) _ mwarmoeblis saqonlis (momsa-
xurebis) saxelwodeba, niSani, sombolo, an dizaini, an maTi
kombinacia, romlebic gankuTvnilia saqonlis identifika-
ciisa da mis gansasxvaveblad konkurentebis saqonlisgan.
brendingi _ marketingul komunikaciaTa sfero, sadac xdeba
safirmo stilis, misi elementebis damuSaveba, konkurente-
bisagan gansxvavebuli firmis unikaluri imijis (sasaqon-
lo markis) formireba.

g
garigeba _ marketingis erT-erTi sakvanZo cneba, romelic
gulisxmobs yidva-gayidvas saTanado pirobebis dafiqsire-
biT.

453
gasaRebis koncefcia _ erT-erTi sabazro koncefcia, rom-
lis mixedviT momxmareblebi ar iyidian saqonels (momsaxu-
rebas) saWiro raodenobiT, Tu firma ar ganaxorcielebs
misi gasaRebis stimulirebis saTanado RonisZiebebs.

d
dempingi _ saqonlis gayidva saSualo sabazro donesTan Se-
darebiT naklebi fasebiT, zogjer TviTRirebulebaze nak-
lebi fasebiT. dasavleTis bevr qveyanaSi moqmedebs antimo-
nopoliuri kanonmdebloba, romelic ewinaaRmdegeba sxva
qveynebidan saqonlis Semotanas Semcirebuli fasebiT ara-
sakmaris konkurentunarianobasTan dakavSirebiT.
diversifikacia _ 1) sasaqonlo strategiis saxe, romlis Se-
sabamisad sawarmo afarToebs gamosaSvebi produqciis
ricxvs; 2) ori da meti erTmaneTTan ara dakavSirebuli war-
moebis saxeebis ganviTareba axali bazrebis dapyrobis da
damatebiTi mogebis mizniT. iyeneben diversifikaciebis ho-
rizontalur, vertikalur da farul strategiebs.
distributori _ gamavrcelebeli, firma, romlebic axorci-
eleben savaWro Suamavlis funqciebs saqonelmoZraobaSi
saqonlis mwarmoeblebisaTvis. kerZo SemTxvevas warmoad-
gens biTumad movaWre, romelic eweva saqonlis msxvili
partiebiT gadayidvas saSinao bazris sacalo movaWreebze.
Semosavlis wyaroa daricxvebi (daTmobebi).

e
ego marketingi _ calkeuli pirovnebis (specialistis, sa-
zogadoebrivi moRvawis) marketingi.
eleqtronuli vaWroba _ pirdapiri marketingi ormxrivi
sistemis meSveobiT, romelic akavSirebs momxmareblebs
(myidvelebs) gamyidvelis kompiuterizebul katalogebTan
sakabelo an satelefono xazebiT (ix. interneti).
eleqtronuli komercia _ marketingis, reklamis, saqonlis
da momsaxurebis sistema komunikaciis eleqtronuli saSu-
alebebis (internetis) gamoyenebiT.
eleqtronuli fosta (e-mail) _ specifikuri (gadadebuli)
kiTxvis (off-Line) servisi. eleqtronuli werili, romelsac
Rebulobs adresati Tavis kompiuterze. Sedgeba saTaure-
bisagan, romlebic Seicaven samsaxurebriv informacias (we-
rilis avtoris, mimRebis, qselis gavlis gzis da a. S.) da we-
rilis Sinaarss.

454
eliminacia _ arsebuli produqtebis amoReba firmis sawar-
moo programdian. saqonlis warmoebis Sewyveta da moxsna
bazridan konkurtentunarianobisa da moTxovnis dakar-
gvis gamo. eliminaciis aucileblobaze saqonlis Semowme-
bisaTvis gamoiyeneba gayidvebis moculobis, bazris wilis,
sasicocxlo ciklis adgilis, rentabelobis da a. S. krite-
riumebi.
efeqtiani _ ZiriTadad ekonomikuri terminia da niSnavs
efeqtis, Sedegis miRebas. misi sinonimebia: Sedegiani, re-
zultatiani. magaliTad, efeqtiani biznesi, marketinguli
saqmianobis efeqtianoba.
eefeqturi _ efeqtis, STabeWdilebis momxdeni da ara Sede-
gis momcemi. magaliTad, efeqturi speqtakli, sanaxaobiTi
RonisZiebebis efeqturad Catareba, rac dakavSirebulia
STabeWdilebis moxdenasTan da Sedegianobis Tvalsazri-
siT SeiZleba Seiqmnas sapirispiro viTareba: raime moCvene-
biTobis, iluziis Seqmna (piar-kampania).

v
variacia saqonlis _ saqonlis modifikacia, romelic iwar-
moeba da aris bazarze, misi calkeuli Tvisebebis an xaris-
xis maCvenebelTa Secvlis gziT. SeiZleba Seicvalos saqon-
lis fizikuri (masala, xarisxi), esTetikuri (dizaini, feri,
forma), simboluri (saqonlis markis saxelwodeba) Tvisebebi.
veb-gverdi (Web-page) _ veb-saitis Semadgeneli nawili. SeiZ-
leba Seicavdes teqsts, gamosaxulebas JAVA da sxva Web-
elementebs. gvedi SeiZleba iyos statikurad da dinamiku-
rad generirebuli.
veb-saiti (Web-Site, Web-serveri) _ veb-gverdebis erToblioba,
romlebic gaerTianebulia azrobrivad da fizikurad erT
serverze arsebobiT.
virtualuri (eleqtronuli) maRazia _ saqonlis da momsa-
xurebis SemTavazebeli Web-serveri.

z
zarali marketingSi _ produqtis damzadeba, romelic ver
poulobs gasaRebas misi asortimentisa da xarisxis moT-
xovnasTan Seusabamobis gamo.

455
 T
Tavisufali ekonomikuri zona _ qveynis regioni (avtono-
miuri warmonaqmni, teritoriuli erTeuli), romelsac
aqvs ucxoeTTan (umTavresad mezobeli qveynis biznesis su-
bieqtebTan) damoukidebeli ekonomikuri (sameurneo) ur-
TierTobaTa (import-eqsportis) ganxorcielebis ufleba-
mosileba.

i
imiji _ saqonlis saxe, msgavseba, asaxva, warmodgena raimeze,
socialur-fsiqologiuri movlena, romelic mWidro kav-
SirSia sasaqonlo bazarTan. saqonlis imiji asocirdeba sa-
qonlis, sasaqonlo (savaWro) markis, firmis da damamzade-
beli qveynis reputaciasTan.
inovacia saqonlis _ produqtis uwyveti srulyofis pro-
cesi, romelic dakavSirebulia originaluri, gaumjobese-
buli an modificirebuli produqtebis SeqmnasTan; saqon-
lis sasicocxclo ciklis xangrZlivobisa da sawarmos ren-
tabelobis uzrunvelyofis RonisZiebebSi asrulebs mTa-
var rols; moicavs produqtis diversifikaciisa da dife-
rencirebis saSualebebs.
interneti _ 1) saqmiani urTierTobis saSualeba; 2) bazris
subieqtebis komunikaciuri urTierTmoqmedebis kompiute-
ruli sainformacio hipergaremo; 3) interaqtiuli qselu-
ri procedurebis ganxorcielebis globaluri kompiute-
ruli qseli, mravaldoniani komunikaciuri modeli dialo-
guri sainformacio multisaSualebebis gamoyenebiT; 4) sa-
qonlisa da momsaxurebis yidva-gayidvis, gacvlis sabazro
garemo, eleqtronuli sfero world wide Web (msoflio ab-
labuda) garemoSi multimediis resursebis (video, audio,
grafika da a. S.) gamoyenebiT.
informacia _ 1) cnoba, Setyobineba saqmis mdgomareobis Se-
saxeb, cnobebi raimeze; 2) yvela cnoba, monacemi, codna,
romlebic gamoiyeneba biznesis, marketinguli an sxva saq-
mianobis amocanebis gadasawyvetad.

k
kastomerizacia _ funqciuri kastomizaciisa da marketin-
gis kastomizaciis Sexameba.

456
kastomizacia _ firmis SesaZlebloba TiToeuli momxmareb-
lisaTvis uzrunvelyos specialurad adapturi produq-
cia, momsaxureba, fasebi da miwodebis arxebi.
komercia _ mogebis miRebaze orientirebuli saqmianoba. xSi-
rad cnebebs `komerciasa~ da `vaWrobas~ erTmaneTTan aigi-
veben, rac aramarTlzomieria. viwro (Zveleburi) gagebiT
komercia da vaWroba ixmareba rogorc sinonimebi (asea jer-
jerobiT leqsikonebSi). farTo (Tanamedrove) gagebiT ko-
mercia, komerciuli saqmianoba ganixileba biznesis mniSv-
nelobiT, rogorc mogebis miRebaze gamiznuli saqmianoba
mrewvelobaSi, vaWrobaSi da a. S. (komerciuli banki, komer-
ciuli saswavlebeli da sxv.).
komercializacia _ mogebis miRebis miznisadmi saqmianobis
daqvemdebareba.
komivoiaJeri _ saqonlis gasaRebis Suamavali, savaWro fir-
mis warmomadgeneli, romelic eZebs misi saqonlis myidve-
lebs nimuSebis SeTavazebiT.
komunikaciuri politika _ 1) sawarmos moqmedebaTa kursi
da komunikaciuri saSualebebis kompleqsis (komunikaciu-
ri miqsis) gamoyenebis da marketinguli sistemis yvela su-
bieqtTan urTierTmoqmedebis organizaciis iseTi dasabu-
Tebuli strategiis gamoyeneba, romelic uzrunvelyofs
moTxovnis formirebisa da saqonlis bazrebze win wawevis
stabilur da efeqtian saqmianobas momxmarebelTa moTxov-
nis dakmayofilebisa da mogebis miRebis mizniT; 2) stimu-
lirebis kompleqsis damuSaveba, e. i. biznesis partniorebis
efeqtiani urTierTmoqmedebis uzrunvelyofis, reklamis
organizaciis, gasaRebis stimulirebis meTodebis, sazoga-
doebasTan kavSiris da personaluri gayidvis RonisZiebaTa
damuSaveba.
konkurencia _ 1) metoqeoba raime sarbielze (asparezze) fi-
zikur da iuridiul pirebs Soris, romlebic dainterese-
bulni arian miaRwion erTsa da imave mizans, magaliTad, fir-
mebs Soris _ mogebis didi wilisaTvis, gasaRebis bazrebi-
saTvis, nedleulis wyaroebisaTvis; 2) sabazro sistemis su-
bieqtebis urTierTmoqmedebis, urTierTkavSiris da komu-
nikaciaTa brZolis ekonomikuri procesi materialuri da
sulieri dovlaTis Seqmnis, gasaRebis da moxmarebis saqmeSi;
3) sabazro urTierTobaTa regulatori, mecnierul-teqni-
kuri progresis daCqarebis da sazogadoebrivi warmoebis
(biznesis) efeqtianobis stimulatori.

457
konsiumerizmi _ momxmarebelTa interesebisa da uflebebis
dacvis1 organizebuli moZraoba, romelic dakavSirebulia
momxmarebelTa fizikuri usafrTxoebis, maTi ekonomikuri
interesebis dacvis, uxarisxo produqciis gamoSvebasTan,
arakeTilsindisier konkurenciasTan brZolis da a. S. uz-
runvelyofasTan.
koordinacia marketingSi _ marketingis menejmentis sis-
temis ganuyofeli elementi, romlis mTavari daniSnule-
baa marketingis sistemis yvela monawiles Soris interes-
Ta erTianobisa da urTierTmoqmedebis reglamentaciis uz-
runvelyofa (ix. marketing-menejmenti).
korporaciuli marketingi _ firmis (kompaniis) marketin-
guli marTvis organizaciis forma, romelSic moiazreba:
misiis gansazRvra, korporaciuli marketinguli miznebis
formulireba, grZelvadiani konkurentul upiratesobaTa
uzrunvelyofa.

l
logistika _ 1) mecnierebis dargi _ yvela saxis (fizikuri,
informaciuli, energetikuli da a. S.) nakadis optimiza-
ciis damoukidebeli Teoriis, meTodologiis, meTodebisa
da saSualebebis erToblioba, romlebsac Tan axlavs eko-
nomikuri, socialuri da komunikaciuri procesebi saqon-
lisa da momsaxurebis Seqmnis, aRwarmoebis da moxmarebis
sferoSi sabazro urTierTobaTa pirobebSi; 2) materialu-
ri, SromiTi, energetikuli da informaciuli nakadebis da-
gegmvis, kontrolisa da marTvis Teoria sistemebSi `ada-
miani _ manqana~; 3) produqtisa da nakadebis gadaadgilebis
(moZraobis) analizisa da optimizaciis Teoriisa da praq-
tikis erToblioba saqonlis warmoebisa da mimoqcevis sfe-
roSi.
logotipi _ safirmo stilis elementi, sasaqonlo niSnis
forma.
loti _ saqonlis partia, saqonlis raodenobis nawili, rom-
lis miwodeba xdeba xelSekrulebis mixedviT. es saxelwo-
deba farTod gavrcelebulia saauqciono vaWrobaSi, sa-
dac gasayidad warmodgenili saqoneli nawildeba lote-
bad, romlebic Sedgeba an erTi sagnisagan, an ramdenime xa-

1
g. SublaZe, momxmarebelTa interesebisaTvis. gaz. `komunisti~, 10 ianvari,
1990 w.
458
 risxis mixedviT erTgvarovani sagnebisagan. TiToeul saauq-
ciono lotze, romelsac aqvs rigiT nomeri, dgindeba fasi.

m
marka _ saxelwodeba, termini, niSani, simbolo, naxati an maTi
kombinacia; gankuTvnilia mwarmoeblis saqonlis identi-
ficirebisa da konkurentebis saqonlisagan diferencire-
bisaTvis (ix. brendi).
marketeri _ specialisti, romelic eweva praqtikul marke-
tingul saqmianobas sawarmoSi (firmaSi).
marketologi _ muSaki, romelic axorcielebs marketin-
gul kvlevebs samecniero-kvleviT dawesebulebebsa da
msxvili kompaniebis Sesabamis qvedanayofebSi.
marketingi _ momxmarebelTa (klientTa) gadaxdisunariani
moTxovnilebis _ moTxovnis Seswavla _ prognozireba, mi-
si dakmayofilebis uzrunvelyofa gacvlis saSualebiT mo-
gebis misaRebad.
marketingi agregirebuli _ marketingis strategia, ro-
melSic gamoiyeneba marketingis erTi kompleqsi erTnairi
saqonlis miwodebiT yvela momxmareblisTvis.
marketingi diferenciuli _ marketingis strategia, rome-
lic mimarTulia sxvadasxva segmentebze marketingis Ta-
visi (Sesabamisi) kompleqsis damuSavebiT.
marketingi integrirebuli _ momxmareblebisTvis marke-
tingul RonisZiebaTa damuSaveba da faseulobis Seqmnis,
winwawevisa da wardgenis mTliani integrirebuli marke-
tinguli programis Sedgena. es RonisZiebebi mravalfero-
vania. tradiciulad maT aRweren rogorc marketing-miqss
_ marketinguli instrumentebis nakrebs, romlebic gamo-
iyeneba firmebis mier maTi marketinguli miznebis misaR-
wevad.
marketing-menejmenti _ 1) marketingis marTva, firmis yvela
RonisZiebis mizanmimarTuli koordinacia da formireba,
romlebic dakavSirebulia sabazro saqmianobasTan sawarmos
doneze, bazris doneze da mTlianad sazogadoebis doneze;
2) mmarTvelobiTi (sammarTvelo) saqmianoba, romelic dakav-
Sirebulia sawarmos (firmis) marketingis samsaxuris yvela
qvedanayofis (marketingis ganyofilebis, gasaRebis ganyo-
filebis da sxv.) dagegmvis, organizaciis, kontroli, audi-
tis, stimulirebis ganxorcielebasTan; 3) marketingis mar-
Tvis principebis, meTodebis, saSualebebisa da formebis er-

459
 Toblioba saqonelsa da momsaxurebaze moTxovnis formire-
bisa da aRwarmoebis procesis intensifikaciis, mogebis ga-
didebis mizniT (ix. marketingis menejmenti).
marketingmiqsi (marketingis kompleqsi) _ 1) marketingis
struqtura; marketingis sistemis komponentebi, elemen-
tebi; marketingis Semadgeneli procesebi; marketingis Se-
madgeneli procesebi; 2) marketingis recepti: saqonlis an
momsaxurebis producentidan (mwarmoeblidan) saboloo
momxmareblamde win wawevis kompleqsuri programa (ingl.
aRiniSneba 4 `P~-Ti: produqti, fasi, gasaRebis adgili, win
waweva).
marketingis auditi _ firmaSi marketingis samsaxuris saq-
mianobis pirobebis, miznebis, strategiebisa da Sesasrule-
beli funqciebis kompleqsuri, sistematuri, damoukide-
beli, periodulad Casatarebeli Semowmeba.
marketingis kontroli _ sawarmos (firmis) marketinguli
saqmianobis Semowmeba, romelic xorcieldeba sakuTari Za-
lebiT (Siga kontroli) an specializebuli firmebis gamo-
yenebiT (gare kontroli). gare kontroli (marketingis au-
diti) dakavSirebulia mTlianad firmis marketinguli funq-
ciebis yovelmxriv SeswavlasTan.
marketingis koncefcia _ 1) biznesis mowyobis, firmis, or-
ganizaciis an adamianis saqmeebis warmoebis filosofia,
romlebic axrocieleben saqmianobas (bizness) sabazro
ekonomikis pirobebSi, e. i. momxmareblebsa da mogebaze
orientirebul saqmianobas; 2) marketinguli saqmianobis
ZiriTadi ideebis, debulebebis da instrumentebis sistema,
romlebic gamoiyeneba sawarmos (firmis) miznebis _ mogebis
miRebis da saboloo momxmarebelTa moTxovnis dakmayofi-
lebis misaRwevad. gamoyofen warmoebis, saqonlis srulyo-
fis, komerciuli Zalisxmevis intensifikaciis, sakuTriv
marketingis da socialur-eTikur konfeciebs (i. xoles-
tikuri marketingi).
marketingis menejmenti _ marketingis fuZemdebluri kon-
cefciebis gamoyenebis mecniereba da xelovneba miznobri-
vi bazrebis SerCevis, axal momxmarebelTa mizidvisa da ma-
Ti wris gafarToebisaTvis maRalxarisxiani saqonlisa da
momsaxurebis Seqmnisa da SeTavazebis saSualebiT.
marketingis logistika _ materialuri nakadebis (masalebis
da mza produqciis) dagegmva, danergva da kontroli warmo-

460
 eba-gasaRebis srul ciklSi myidvelTa moTxovnilebebis
dakmayofileba. igi niSnavs moTxovnis jaWvis Seswavlas.
marketinguli saqmianoba _ 1) muSaobis, funqciebis, nair-
saxeoba biznesis sferoSi; 2) marketingis funqciebTan
(marketinguli kvlevebi, marketingis organizacia, faswar-
moqmna, marketingis strategiebisa da gegmebis damuSaveba,
saqonlis win waweva, marketinguli dazverva, benCmarkingi
da a. S.) ganxorcielebasTan dakavSirebuli saqmianoba moT-
xovnis formirebisa (Camoyalibebisa) da firmis mogebis
uzrunvelyofis mizniT; 3) yoveli saqmianoba, romelic moi-
cavs marketingis filosofiisa da instrumentebis daner-
gvis process sabazro urTierTobaTa aRwarmoebiTi jaW-
vis yvela rgolSi da iZleva SesaZleblobas gaeces pasuxe-
bi kiTxvebze: ra da ramdeni iwarmoos, rogor da visTvis
iwarmoos, rom saqoneli an momsaxureba akmayofilebdes
moTxovnas da uzrunvelyofdes mogebis miRebas.
marketinguli sistema _ sabazro sivrcis (garemos) socia-
lur-ekonomikuri elementebis erToblioba, romlebic
floben damoukideblobasa da mTlianobas da imyofebian
mudmiv urTierTmoqmedebaSi saqonelze an momsaxurebaze
moTxovnis formirebisa da ganviTarebisaTvis mogebis mi-
Rebis mizniT.
marketinguli sistemis efeqtianoba _ 1) marketinguli sis-
temis unarianobis maCvenebeli uzrunvelyos saqonelsa da
momsaxurebaze moTxovnis formirebis uwyveti procesi
marketingze danaxarjebis gansazRvruli donis pirobebSi;
2) marketinguli sistemis funqcionirebis xarisxis kri-
teriumebi, maCveneblebi; 3) marketinguli sistemis subi-
eqtebis resursebis gacvlis procesSi urTierTmoqmedebis
Sedegianobis (rezultatianobis) kompleqsuri maCvenebeli.
marJa _ sxvaoba saqonlis gayidvisa da yidvis fass Soris,
romlis donezec damokidebulia im firmebis mier miRebu-
li mogeba, romlebic yiduloben an yidian am saqonels.
masTan axloa sityvebi `sxvaoba~, `mogeba~.
menejmenti _ 1) sawarmos (firmis) marTvis (principebis, for-
mebisa da meTodebis) sistema, romelic uzrunvelyofs misi
saqmianobis (biznesis) efeqtian ganxorcielebas da firmis
gadarCenas konkurentuli garemos pirobebSi. marTvis pro-
cess (dagegmvas, organizacias, motivaciasa da kontrols)
axorcieleben menejerebi; 2) marTvis mecniereba sabazro
ekonomikis pirobebSi, romelic emyareba sistemebis Teo-

461
 rias, gadawyvetilebaTa miRebis Teorias, sociologias,
fsiqologias da sxv.; 3) biznesis, personalis marTva sabaz-
ro ekonomikis pirobebSi.
merfis kanoni _ sareklamo kanoni, romelic iuwyeba: `arasak-
marisi sareklamo xarjebi ganapirobeben fulis uazro xar-
jvas~. e. i. ekonomia reklamaze uazrobaa.
merCendaizingi _ sacalo vaWrobis qselSi saqonlis gasa-
yidad momzadeba: savaWro daxlebis, vitrinebis gaforme-
ba, saqonlis savaWro darbazSi gamofena-dalageba, saqon-
lis Sesaxeb informireba-konsultireba.
mewarme _ saqmiani adamiani, romelic eweva bizness piradi
saxsrebisa da riskis safuZvelze. biznesmenisagan gansxvave-
biT mewarme TviTon marTavs sakuTar firmas, vinaidan Tvi-
Ton aris sakuTari biznesis (wamowyebis) Semoqmedi, nova-
tori da biznesgegmis avtori.
mewarmeoba _ inovaciuri biznesi. biznesi ufro farTo cne-
baa, vidre mewarmeoba, vinaidan igi moicavs nebismier er-
Tjerad biznesoperaciebsac da mewarmeobasac. mewarmeoba
biznesisagan gansxvavebiT niSnavs axali produqciis (mom-
saxurebis) Seqmnas da axali momxmareblis, axali bazris Seq-
mnas.
moTxovna _ moTxovnilebis is nawilia, romelic uzrunvel-
yofilia gadaxdisunarianobiT anu gadaxdisunariani moT-
xovnilebaa.
momsaxureba _ 1) bazarze Semosuli samomxmareblo Rirebu-
lebebi, romlebic upiratesad ar warmoadgenen ganivTe-
bul formebs; 2) saqmianobis an dovlaTis saxea, romelic
erT mxares SeuZlia SesTavazos (miawodos) meore mxares.
momxmarebelTa qceva _ momxmarebelTa reaqcia pirobaTa
kompleqsze, romlebic ayalibeben mis motivacias yidvis
obieqtis da miznebis, drois, yidvis adgilis, gayidvebis
organizaciis da servisuli momsaxurebis mimarT.
momxmarebelis 4 "C" (solution) _ momxmareblis gadawyvetile-
ba (customer), myidvelis xarjebi (customer cost). moxerxebu-
loba (convenience), komunikaciebi (communication). igi Seesa-
bameba marketing-miqss (4p).
momxmarebelTa suvereniteti _ samomxmareblo samarTliT
ganmtkicebuli suvereniteti, romelic samarTlis damou-
kidebeli mimarTulebaa da warmoadgens normebis, wesebis
da instruqciebis erTobliobas, romelTa mizania saqon-
lisa da momsaxurebis bazarze momxmarebelTa dacva.
462
 n
nou-hau _ teqnikur-ekonomikur codnaTa erToblioba;
produqciis damzadebis saidumloeba, gamogonebebi, axa-
li meTodebi, ideebi da sxv. `nou-hau~ SeiZleba gaformdes
teqnikuri dokumentaciis formiT, sawarmoo gamocdilebis
saxiT. igi firmis sakuTrebaa da misi gamoyenebis ufleba
yidva-gayidvis sagania.

o
organizacia _ adamianTa jgufi (jgufebis erToblioba),
romelTa saqmianoba Segnebulad koordinirdeba saerTo
miznis an miznebis misaRwevad.
ganaxvaveben komerciul da arakomerciul organizaciebs.
komerciuli organizaciebis (sawarmoebis, firmebis, kom-
paniebis) mizania mogebis miReba da isini ganekuTvnebian
biznesis sferos. arakomerciulia saxelmwifoebrivi, sa-
zogadoebrivi da sxva organizaciebi, romelTa mizani ar
aris mogebis miReba.

p
pablisiti _ reklamis saxelwodeba aSS-Si.
pozicireba bazarze _ moqmedeba saqonlisTvis bazarze
konkurentunariani mdgomareobis uzrunvelsayofad da
marketingis Sesabamisi kompleqsis damuSaveba.
potenciuri bazari _ momxmarebelTa erToblioba, romlebic
avlenen interesis gansazRvrul dones konkretuli saqon-
lis (momsaxurebis) mimarT.

r
regionuli marketingi _ 1) marketinguli saqmianobis orga-
nizacia regionSi; 2) saqonlisa da momsaxurebis Sesaxeb mar-
ketinguli informacia, romelic miewodeba regionis mier
adgilobriv, erovnul da saerTaSoriso investorebs; 3) mar-
ketingi regionis socialur-ekonomikuri ganviTarebis mu-
nicipaluri menejmentis sistemaSi.
reeqsporti _ qveyanaSi adre Semotanili saqonlis gatana
sazRvargareT raime gadamuSavebis gareSe.
reimporti _ qveyanaSi ukan sazRvargareT adre gatanili sa-
qonlis Semotana raime gadamuSavebis gareSe (romelic ar ga-
iyida an dawunebul iqna).

463
reklama _ informaciis gavrcelebis procesi, romlis mizania
saqonlis, momsaxurebis winwaweva. reklamis arsia mwarmoe-
belTa komerciuli interesis miRweva. reklamis formaa ko-
munikaciuri kavSirebi bazarTan.

s
saerTaSoriso marketingi1 _ 1) saerTaSoriso biznesis fi-
losofia, romelSic CarTulni arian calkeuli qveynebis
firmebi saqonliTa da momsaxurebiT saerTaSoriso gacvlis
procesSi; 2) marketingi, romelsac iyeneben saerTaSoriso
firmebi (kompaniebi) sazRvargareTul bazrebze. mas mraval-
erovnul, globalur marketingsac uwodeben. saerTaSoriso
marketingis sferoSi Sedis sawarmoo, mecnierul-teqniku-
ri, gasaRebiTi kooperacia. amasTanave aucilebeli pirobaa
ucxoeli partnioris arseboba.
sanacia _ RonisZiebaTa kompleqsi, romelic tardeba sawar-
mos (firmis) interesebisaTvis misi finansuri mdgomareo-
bis gaumjobesebis, gakotrebis Tavidan acilebis, bazarze
misi konkurentunarianobis amaRlebis mizniT (magaliTad,
auditi, axali aqciebis gamoSveba, reorganizacia, teqno-
logiebis ganaxleba, sabanko kreditebis gadideba da a. S.).
saqoneli _ 1) ekonomikuri kategoria, romelic zogadad
ganisazRvreba rogorc bazarze sarealizacio produqti,
yidva-gayidvis obieqti; 2) produqtis ZiriTadi samomxma-
reblo maxasiaTeblebis erToblioba, romlebic akmayofi-
leben myidvelis gansazRvrul moTxovnilebebs.
saqonlis sasicocxlo cikli _ drois gansazRvruli perio-
di (cikli), romelic asaxavs bazarze saqonlis gayidvis di-
namikas misi warmoebidan mogebis miRebamde (xuTi etapi): sa-
qonlis damuSaveba, danergva bazarze, gayidvebis moculo-
bis zrda, simwifis (gajerebis) etapi, gayidvebis dacemis anu
bazridan saqonlis eliminaciis etapi.
sawarmoo koncefcia _ erT-erTi sabazro Teoria, romlis
Tanaxmad momxmareblebi amjobineben xelmisawvdom pro-
duqcias, rogorc bazarze misi arsebobis, aseve fasis mixed-
viT.
servisi _ firmis marketinguli saqmianobis qvesistema, rome-
lic uzrunvelyofs manqanebis, mowyobilobis, transportis

1
wignSi _ Котлер Ф., Армстронг Г. Основы маркетинга. 12-е изд. пер. с англ. М., 2009
_ saerTaSoriso marketingis nacvlad Setanilia globaluri bazari (Tavi
19), rac ar SeiZleba CaiTvalos logikurad.
464
 saSualebebis gasaRebisa da eqspluataciis momsaxurebis
kompleqss.
sertifikati _ 1) saqonlis warmoebis sertifikati (mowmo-
ba), romelic adasturebs saqonlis mwarmoebel qveyanas,
anu romeli qveynidan Sesrulda eqsporti; 2) mowmoba, ro-
melic adasturebs saqonlis xarisxs, mis Sesabamisobas
standartis moTxovnebTan.
smart-ruka _ miniaturuli kompiuteri procesoriT, mexsi-
erebiT, programuli uzrunvelyofiT da informaciis
Seyvana-gamoyvanis (Setana-gamotanis) sistemiT.
sinergizmi (berZ. erTad moqmedi) _ saqmianobis efeqtia-
nobis zrda imis Sedegad, rom ganxorcieldeba calkeuli
nawilebis (elementebis) SeerTeba, integrireba, Serwyma
erT sistemaSi e. w. sistemuri efeqtis xarjze.
socialurad pasuxismgebeli marketingi _ marketinguli
RonisZiebebis da programebis eTikuri, ekologiuri, sa-
marTlebrivi da socialuri konteqstebis gageba. am Sem-
TxvevaSi marketingi ar izRudeba firmiTa da misi momxma-
reblebiT, aramed mTlianad sazogadoebis samsaxurSia. so-
cialuri pasuxismgebloba agreTve moiTxovs yuradRebas
bazris subieqtebisagan im rolze, romelsac isini asru-
leben an SeuZliaT maT Seasrulon sazogadoebis keTil-
dReobis miRwevaSi. es marketingi xolestikuri marketin-
gis Semadgeneli nawilia.
strategiuli marketingi _ kompaniis miznebis miRwevis
saqmianoba bazrisaTvis faseulobaTa miwodebis gziT.
strategiuli marketingi orientirebulia umTavresad
grZelvadiani mogebianobis uzrunvelyofaze. strategiuli
marketingis principia: `gamoiyene resursebi faseulobaTa
Sesaqmnelad~ (martivi komerciis principi: `iyide iafad,
gayide Zvirad~).

t
tenderi _ SeTavazeba raime produqtis, produqciis damuSa-
vebis Taobaze, saqonlis miwodebis, momsaxurebis gawevis,
obieqtebis mSeneblobis Sesaxeb sajaro vaWrobis (auqcio-
nis) CatarebiT. pirobebi muSavdeba vaWrobis momwyobebis
mier da egzavneba savaraudo monawileebs. sawarmoebi
(firmebi), romlebic Tanaxma arian miiRon monawileoba
vaWrobaSi, avseben tenderis formas (blanks), uCveneben
TavianT fasebs da ugzavnian sxva savaWro dokumentebTan

465
 erTad vaWrobis momwyobebs (organizatorebs). Semosuli
satendero masalebis gulmodgined Semowmebis Semdeg, ten-
derSi gamarjvebul firmas (oferents) egzavneba uwyeba.
transaqcia _ 1) garigeba, gacvla, romelsac Tan axlavs ur-
TierTdaTmoba; 2) sabanko operacia _ fuladi saxsrebis
gadagzavna erTi angariSidan meoreze.
transferti _ erTi mxaris mier meore mxareze raimes gada-
cema nacvalgebis gareSe (saCuqari, subsidia da sxv.).
trendi _ gayidvebis zrdis an Semcirebis grZelvadiani mo-
deli, romelic damokidebulia ZiriTad cvlilebebze de-
mografiaSi, kapitalis formirebasa da teqnologiaSi.

u
unaRdo angariSsworeba _ angariSsworeba, romelic xor-
cieldeba mxareebs Soris naRdi fulis gareSe bankis meS-
veobiT fulis gadaricxvis safuZvelze. angariSsworebis
es forma gamoiyeneba rogorc qveynis SigniT, aseve saer-
TaSoriso biznesis operaciebis ganxorcielebisas.
urTierTmimarTebis marketingi _ firmis sakvanZo sabazo
partniorebTan (myidvelebTan, mimwodeblebTan, distri-
butorebTan da sxv.) grZelvadiani urTierTxelsayrel
urTierTmoqmedebaTa dalagebis praqtika xangrZlivi privi-
legiuri urTierTobebis damyarebis mizniT. urTierTmi-
marTebis marketingi mimarTulia partniorebTan mWidro
ekonomikuri, teqnologiuri da socialuri kavSirebis dam-
yarebaze.

f
fainderi _ siaxlis maZiebeli, axali profesiis warmomad-
geneli adamiani, misi funqciebia: gasaRebis axali bazre-
bis mopoveba, saqonlis gasaRebis xelSewyoba da sxv. aseTi
profesia moiTxovs farTo diapazonis ekonomikur da teq-
nologiur codnas, sxvadasxva enaze molaparakebebis war-
moebis, msoflios mraval qveyanaSi saqmiani kontaqtebis
damyarebis unars.
fasi _ 1) Rirebulebis fuladi gamoxatuleba, fulis Tanxa,
romelic unda gadaixadon momxareblebma saqonlis SeZe-
nisaTvis. firmis mier dawesebuli fasi unda Seesabamebo-
des momxmareblis gadaxdisunarian moTxovnilebas anu moT-
xovna-miwodebis kanonis moTxovnebs; 2) marketing-miqsis,
marketingis kompleqsis erT-erTi ZiriTadi elementi.

466
fasebis (safaso) politika _ fasebis da faswarmoqmnis
marTvis RonisZiebebisa da strategiebis erToblioba. sa-
qonelze (momsaxurebaze) iseTi fasebis dawesebis (dadge-
nis) xelovneba, romlebic Seesabameba danaxarjebs warmoe-
baze, bazris koniunqturas, akmayofilebs myidvelebs da
moaqvs gegmuri mogeba. fasebis politika ganixileba mxo-
lod firmis saerTo politikis konteqstSi (e. i. mikroeko-
nomikuri da ara makroekonomikur aspeqtSi).
frenSaizingi1 _ (da ara franCaizingi, romelsac ufro xma-
roben). msxvili da mcire firmebis saxelSekrulebo urTi-
erTobaTa sistema biznesis sferoSi. xSirad msxvili dama-
mazadebeli sawarmo (firma) _ frenSaizeri SeuTanxmdeba
mcire (wvril) firmas (frenSaizi), romelic kisrulobs
frenSaizeris saqonlis gayidvis valdebulebas, an misTvis
momsaxurebis gaweevas.
saqarTvelos samoqalaqo kodeqsis (26.06.97) Tanaxmad
`frenSaizingis xelSekruleba grZelvadiani urTierTo-
baa, romliTac damoukidebeli sawarmoebi ormxrivad kis-
ruloben... xeli Seuwyon saqonlis warmoebas, gasaRebasa
da momsaxurebis ganxorcielebas~ (muxlebi 607-609).

q
qeisi _ praqtikidan aRebuli situacia swavlebisaTvis ama
Tu im disciplinis aTvisebis procesSi gadawyvetilebaTa
(m. S. marketinguli) damuSavebisa da miRebis meTodebis Se-
saswavlad.
qoneba _ 1) calkeuli piris an pirTa jgufis kuTvnili ma-
terialuri faseulobebis qonebrivi uflebebisa da masze
dakisrebuli qonebrivi movaleobebis erToblioba; 2) niv-
Tieri da materialur faseulobaTa erToblioba (qonebis
viwro gagebiT), magaliTad yidva-gayidvis dros.

R
Ria ekonomika _ erovnuli ekonomika, romelic farTo mas-
StabiT axorcielebs saqonlisa da momsaxurebis eqsport-
imports, savaWro-ekonomikur Tu safinanso kavSirebs. aseTi
ekonomikis sapirspiroa avtarkia _ karCaketili ekonomika.

1
da ara franCaizingi, romelsac xSirad iyeneben.
467
 y
yoveldRiuri moTxovnis saqoneli _ xSiri moTxovnis sa-
qoneli. am jgufis saqonels agreTve uwodeben yoveldRiu-
ri moxmarebis saqonels (ix. xangrZlivi sargeblobis saqone-
li).

S
Sereuli ekonomika _ ekonomikuri sistema, romelic uz-
runvelyofs individualuri Tavisuflebis, sazogadoeb-
rivi cxovrebis socializebis, agreTve SromiTi energiisa
da biznesis mravalferovani formebis istoriul sinTezs,
mis safuZvelze iqmneba Sesabamisi politikuri struqtu-
ra, romelic emyareba interesTa Sexamebasa da sazogado-
ebriv Tanxmobas.
Sereuli ekonomika cnobilia sabazro ekonomikis saxel-
wodebiT. zogjer Sereul ekonomikas agreTve uwodeben
mravalwyobian ekonomikas, rac unda CaiTvalos aramar-
Tlzomeirad.
Suamavlebi _ organizaciebi (firmebi), romlebic exmarebian
sawarmoebs (firmebs, kompaniebs) saqonlis (momsaxurebis)
gasaRebaSi (yidva-gayidvaSi) rogorc qveynis SigniT, aseve
saerTaSoriso urTierTobebSi (biznesSi). Suamavali SeiZ-
leba iyos fizikuri piric (magaliTad, savaWro agenti).

C
Crdilovani ekonomika _ 1) kanonsawinaaRmdego ekonomikuri
(sameurneo) saqmianoba (narkobiznesi, kontrabanda, ukanono
savaluto operaciebi, gadasaxadebisagan Tavis arideba da
sxv.); 2) arakanonsawinaaRmdego, magram araregistirebuli
sameurneo saqmianoba (biznesi). Crdilovan ekonomikas ag-
reTve uwodeben farul ekonomikasac.

c
cikli _ saSualovadian periodSi gayidvebi moculobis tal-
Risebri cvlileba, romelic damokidebulia saerTo ekono-
mikuri situaciisa da konkretuli aqtivobis ganviTarebaze.

Z
ZiriTadi momxmarebeli _ momxmarebeli, romelic SeZenil
saqonelsa da momsaxurebas sakuTari, arakomerciuli miz-
nebisaTvis iyenebs.

468
 w
wminda konkurencia _ bazari, romelzec myidvelTa da gam-
yidvelTa didi ricxvi deben yidva-gayidvis garigebebs erTi
da igive saxis saqonelze da calkeuli myidveli an gamyidve-
li did gavlenas ver axdens sabazro fasebis meryeobaze.

W
Warbi miwodeba _ situacia bazarze, rodesac miwodeba aRema-
teba moTxovnas, rac ganapirobebs fasebis daklebas (Semci-
rebas). aseT bazars uwodeben myidvelis bazars.
Warbi moTxovna _ situacia bazarze, rodesac moTxovna aRe-
mateba miwodebas, rac ganapirobebs fasis momatebas (gaZvi-
rebas); igulisxmeba rogorc calkeuli saqonlis, aseve sasa-
qonlo jgufebis gaZvireba (an gaiafeba wina situaciaSi _
Warbi miwodebisas).

x
xangrZlivi sargeblobis saqoneli _ saqoneli, romelic ga-
moiyeneba xangrZlivi drois ganmavlobaSi (aranakleb erTi
wlisa); igulisxmeba rogorc samrewvelo (sawarmoo) da-
niSnulebis saqoneli, aseve samomxmareblo saqoneli.
xarisxi _ saqonlis Tvisebebis erToblioba, romlebic gan-
sazRvraven mis unarianobas daakmayofilos momxmarebelTa
konkretuli moTxovnilebebi, Seesabamebodes wayenebuli
moTxovnebs. yidva-gayidvis xelSekrulebebSi (kontraqteb-
Si) mxareebi aTanxmeben xarisxis maCveneblebs, misi Semow-
mebis wess, dokumentebis wardgenas, romlebic adastureben
miwodebuli saqonlis xarisxis Sesabamisobas SeTanxmebul
moTxovnebTan.
xoli tikuri marketingi _ marketingis koncefcia, rome-
sst
lic emyareba marketinguli programebis, procesebisa da
RonisZiebebis dagegmvas, damuSavebasa da danergvas maTi
sifarTovisa da urTierTmimarTebis gaTvaliswinebiT (ix.
Siga marketingi).

j
joberi _ sabiTumo firma, romelic asrulebs saqonlis cal-
keuli partiebiT swraf Sesyidva-gayidvis operaciebs.

469
 h
hejireba (hujireba) _ fasebis araxelsayreli cvlilebe-
bisagan riskis dazRvevis forma kontraqtebisa da komer-
ciuli operaciebis mixedviT.

470
 literatura
1. marketingis safuZvlebi. saxelmZRvanelo prof. g. Subla-
Zis red., Tb., 2009.
2. nanitaSvili m. saerTaSoriso menejmenti, Tb., 2013.
3. nanitaSvili m. konkurentunarianobis problemebi samomx-
mareblo bazarze, Tb., 2009.
4. SublaZe g., sabazro ekonomikis aqtualuri sakiTxebi, Tb.,
2004.
5. SublaZe g., mRebriSvili b., dolikaSvili l. marketingis
menejmenti, Tb., 2009.
6. SublaZe g., mRebriSvili b., wowkolauri f. menejmentis
safuZvlebi, Tb., 2011.
7. SublaZe g., nanitaSvili m. biznesis safuZvlebi, Tb., 2010.
8. SublaZe g., nanitaSvili m., dolikaSvili l. strategiuli
menejmenti, Tb., 2010.
9. SublaZe g., nanitaSvili m. da sxvebi. saerTaSoriso mar-
ketingi, Tb., 2012.
10. g. SublaZe, mesxia i., nanitaSvili m. saerTaSoriso menej-
menti, Tb., 2012.
11. Ciqava l. inovaciuri ekonomika, Tb., 2006.
12. Алексунин В. А. Международный маркетинг. М., 2004.
13. Ансофф И. Новая корпоративная стратегия. Пер. с англ. СПБ.
Питер, 2000.
14. Аренков И. Ф., Багаев Е. Г. Бенчмаркинг. М., 2004.
15. Армстронг Г., Вонг В., Котлер Ф., Сондрес Д. Основы марке-
тинга, М., 2007.
16. Багиев Г. Л., Моисеева Н. К., Никифорова С. В. Международный
маркетинг. СПБ. Питер. 2001.
17. Баун Луис. Современный маркетинг. М., 2001.
18. Бун Л., Левис Д. Современный маркетинг. М., 2005.
19. Буров А. С. Международный маркетинг. М., 2014.
20. Голубков Е. П. Маркетинговые исследования: теория, методология
и практика. М., 2003.
21. Грифин Р., Пастей М. Международный бизнес. Питер. 2006.
22. Друкер П. Ф. Практика Менеджмента. Пер с англ. М., 2000.
23. Друкер П. Ф. Энциклопедия Менеджмента. Пер с англ. М., 2008.
24. Дэниелс Дж., Радеба Л. Международный бизнес: внешняя среда и
деловые операции. М., 1994.
25. Котлер Ф., Келлер К. Л. Маркетинг менеджмент. 12-е изд. Питер,
2007.
471
26. Котлер Ф. Маркетинг менеджмент. Питер. 2005.
27. Котлер Ф. Основы маркетинга. М., 1990.
28. Котлер Ф. Маркетинг в третем тысячелении: как создать, завоеват
и удержить рынок. М., 2000.
29. Котлер Ф. Маркетинг менеджмент. Экспресо-Курс. 2-е изд. Пер с
англ. М., Питер. 2005.
30. Ламбен Жан-Жак. Стратегический маркетинг. Европейская
перспектива. Пер. фр. СПБ. Наука. 2004.
31. Маркетинг в отраслях и сферах деятельности. Под ред Проф. В. А.
Алексунина. М., 2001.
32. Международный экономические отношения. Под ред. Рыбалкина
В. Е. М., 2003.
33. Международный менеджмент: Учебник для вузов. Под ред. С. Э.
Пивоварова, Д. И. Баркана, Л. С. Тарасевича, А. И. Майзеля.
МПБ. Питер. 2000.
34. Мескон М. Х., Альберт М., Хедоури Ф. Основы менеджмента. М.,
2008.
35. Мировая экономика – глобальные тенденции за 100 лет. Под. ред.
Королева И. С. М., 2003.
36. Ноздрева Р. Б. Современные аспекты международного маркетинга.
М., 2004.
37. Панкружин А. П. Гильдия маркетологов. М., 2005.
38. Попов С. Внешнеэкономическая деятельность фирмы.
Особенности менеджмента и маркетинга. Учебное пособие. 1999.
39. Портер М. Международная конкуренция. М., 2005.
40. Розенберг М. Г. Контракт меджународной куплин-продажи. М.,
1996.
41. Соловьев Б. А. Маркетинг. М., 2008.
42. Холленсеен Свен. Глобальный маркетинг. Пер. с англ. Минск.
2004.
43. Черников В. И. Меджународной маркетинг. Санкт-Петербург.
2003.
44. Шубладзе Г. Ш., Кирвалидзе Н. О. О сущности и функциях
маркетинга. Ж. "Маркетинг в России и за рубежом", №4, М., 2011.
45. Шубладзе Г. Ш., Наниташвили М. М. К вопросу разграничения
дефиниций. Ж. "Менеджмент в России и за рубежом", №6, М.,
2012.
46. Дж. О'Шонесси. Конкурентный маркетинг. СПБ. Питер. 2002.
47. Эймор Дэниел. Электронный бизнес: Эволюция и.или революция.
М., 2001.

472
48. Catp P. C. Dtnchmarking. The Search for Indastry Best Practic That
Lead to Superior Performance. ADQC Indastry Press, Milwaukee,
Wisconsin. 1989.
49. Catera P. R. Internftional marketing. Irwun. Boston. 1990.
50. uentrberg R. International Merketing. Landesberg. 1994.
51. Warren J. Reegan flobal merketing management. 4-ed. Prentce-Hall
Internation Editions. N. V. 1993.
52. Weis H. C. Marketing, 8 Aufrage Lundwigshafen (Rhein): Kiehl. 1993.

473
gamomcemloba `universali~
Tbilisi, 0179, i. WavWavaZis gamz. 1, : 2 22 36 09, 5(99) 17 22 30
E-mail: universal@internet.ge