chapter 4

� am Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ganmartoT kompaniisTvis informaciis mniSvneloba; 22.. gansazRvroT marketinguli informaciis sistema da

ganixiloT misi nawilebi; 33.. CamoayaliboT marketinguli kvlevis procesis safexurebi; 44.. ganmartoT, rogor

axdens kompania marketinguli informaciis analizsa da gavrcelebas; 55.. ganixiloT is specifikuri sakiTxebi,

romlebsac marketingis specialistebi awydebian, maT Soris sazogadoebriv politikasa da eTikis normebs.

4wina TavSi Tqven SeiswavleT kompleqsuri da cvalebadi marketinguli garemo.

am TavSi naxavT, rogor esmiT marketologebs cnebebi: sabazaro sivrce da

momxmarebeli; rogor axorcieleben da marTaven informacias sabazro sivr-

cis elementebis (momxmareblis, konkurentebis, produqtisa da sabazro pro-

gramebis) Sesaxeb. agreTve,ganixilavT marketinguli informaciis sistemas,rom-

lis mizania menejerebisaTvis saWiro informaciis saWiro formiTa da saWiro

dros miwodeba,rac maT ukeTesi gadawyvetilebis miRebaSi daexmareba. axlodan

daakvirdebiT marketinguli kvlevis process. dRevandel bazarze warmatebis

misaRwevad kompania didi moculobis marketinguli informaciis efeqturi

marTvis meTodebs unda flobdes.

Tavi iwyeba klasikuri marketinguli Secdomis ganxilviT – ramdenime

wlis win Coca-Cola-m miiRo gadawyvetileba Coke Zveli formuliT xmarebidan

amoeRo da, mis nacvlad, gamoeSva sasmeli axali formuliT – New Coke. miuxe-davad imisa, rom kompaniam gadawyvetileba marketinguli kvlevis safuZvelze

miiRo, axalma produqtma ar gaamarTla. kiTxvis dros dausviT SekiTxva

sakuTar Tavs: iseTma msxvilma da didi resursebis mqone kompaniam, rogoric

aris Coca-Cola, rogor dauSva aseTi didi Secdoma kvlevisas? aqedan gamomdina-

reobs morali: Tu es Coca-Cola-s SeemTxva, maSin igive SeiZleba nebismier kompa-

nias SeemTxves.

yvela drois klasikuri marketinguli ambis sawyisi 1985 weli iyo. Coca-Cola-m,warmatebuli 99 wlis muSaobis Semdeg, xmarebidan amoiRo Tavdapirveli

formuliT gamoSvebuli Coke da mis nacvlad gamouSva axali formulis

mqone New Coke, ufro tkbili da msubuqi gemoTi.

sawyis etapze reklamirebisa da propagandis Sedegad New Coke kargad

iyideboda, magram male, sazogadoebis uaryofiTi reaqciis Sedegad, gayidvebi

Semcirda. ukmayofilebas gamoTqvamdnen fostisa Tu telefonis zarebis meS-

veobiT. Coca-Cola-s dReSi 1500-ze meti ganawyenebuli momxmarebeli ukavSirdebo-

da. erT-erTma gabrazebulma momxmarebelma kompanias miswera – `wlis mTavari

suleli kompania Coca-Cola~ (Coca-Cola-s aRmasrulebel direqtors ara imdenad

saCivari, aramed is faqti ufro awuxebda, rom personalurad mas misdioda

aseTi werilebi!). zogi panikaSi Cavarda da sardafebi Zveli formulis Coke-iTaavso. texasSi ki erTma kacma adgilobriv maRaziaSi 1000 dolaris

Rirebulebis Coca-Cola SeiZina. jgufi saxelwodebiT _ `Zveli kolas msmelebi~

masobrivi aqciebis muqariT moiTxovda Zveli formulis Coke-is dabrunebas.amasobaSi ki, kompania Pepsi Cola imdenad gaxarebuli iyo,rom 1985 wlis 23 aprili,

marketinguli informaciis

marTva

ggzzaammkkvvlleevvii || ideebis kvaldakval

108 nnaawwiillii mmeeoorree bazris da momxmareblebis gageba

New Coke-is gamoSvebis dRe, korporaciis dResaswaulad gamoacxada.

kompaniam Zveli formulis Coke mxolod sami Tvis Semdeg daabruna

gayidvaSi. ivlisis im dRes `Zveli Coke”-is dabruneba yvela wamyvani gazeTis

pirvel gverdze aRiniSna. kompaniam mas axali saxelwodeba mianiWa – CokeClassic-i. Coca-Cola acxadebda, rom New Coke SeinarCunebda flagmani brendis pozi-

cias, magram momxmarebeli sxvagvarad fiqrobda. wlis bolos, New Coke-Tan

SedarebiT, Coke Classic orjer meti raodenobiT gaiyida.

Coca-Cola potenciuri marcxisagan swrafma reaqciam ixsna. kompaniam mTeli

yuradReba Coke Classic-ze gadaitana, xolo New Coke-s mxardamWeri funqcia dae-

kisra. Coke Classic-i kvlav kompaniis mTavar brendad da qveynis wamyvan sasmelad

iqca,New Coke ki Pepsi-ze `Tavdasxmis brendi~ gaxda. TavisPreklamebSi New Coke-isgemos gabedulad adarebdnen Pepsi-isas. 1990 wlis gazafxulze kompaniam xela-

xali SefuTviTa da axali saxeliT New Coke II gamouSva. dRes aSS-is ualko-

holo sasmelebis bazris 19% Coke Classic-s ukavia, xolo New Coke II-s – 2%.

ratom moxda New Coke-is wardgena? ra problema arsebobda? bevri anali-

tikosis azriT, am Secdomis mizezi susti marketinguli kvleva iyo.

1980 wels, miuxedavad imisa, rom Coca-Cola ualkoholo sasmelebis indus-

triaSi jer kidev lideri iyo, Pepsi-Tan SedarebiT, misi sabazro wili nel-

nela mcirdeboda. TiTqmis 15 wlis ganmavlobaSi Pepsi warmatebiT axorcieleb-

da `Pepsi-s gamowvevis~ programas. es iyo satelevizio Sou, romlis drosac

xdeboda ualkoholo sasmelebis gemos testireba. Sedegebis mixedviT momx-

marebeli upiratesobas Pepsi-s tkbil gemos aniWebda. 1985 wlis dasawyisisTvis,

miuxedavad imisa, rom Coke bazris wamyvani brendi iyo, Pepsi-m supermarketebis

gayidvebSi Coke-s 2%-iT gauswro (es arc ise STambeWdavia, magram aSS-is ualko-

holo sasmelebis sacalo vaWrobis bazris 2% 1.2 miliardi dolaria). sabaz-

ro wilis vardnis SesaCereblad Coca-Cola-s raRac zomebis miReba sWirdebodada gamosavali Coke-is gemos cvlilebaSi dainaxes.

Coca-Cola-m kompaniis istoriaSi axali produqtis ganviTarebisaTvis kvle-

vis udidesi proeqti wamoiwyo. axali formulis danergvaze 2 weli da 4 mil-

ioni dolari daxarja. saboloo gemos Sesaqmnelad 200000 gemos testireba

moxda. brma testirebis Sedegad, momxmarebelTa 60%-ma Zvel gemos New Coke-isgemo arCia, xolo 52%-ma ki – Pepsi-is gemo. kvlevebma aCvena, rom New Coke war-matebuli iqneboda da kompaniamac igi gabedulad waradgina. maS, ra moxda?

Tu davufiqrdebiT, mivxvdebiT, rom Coca-Cola-m marketinguli kvlevis dros

yuradReba mxolod gemoze gaamaxvila. man ar gamoikvlia, ra damokidebuleba

eqneboda momxmarebls Zveli formulis Coke-is xmarebidan mTlianad amoRebas.man ar gaiTvaliswina aramaterialuri mxareebi – sasmelis saxeli, istoria,

SefuTva, kulturuli memkvidreoba da imiji. bevrisaTvis amerikuli kultura

beisbolTan, hoTdogTan da vaSlis RvezelTan asocirdeba. yoveli maTgani

raRac amerikulia. aRmoCnda,rom momxmarebelTa umravlesobisaTvis Coke-is sim-boluri mniSvneloba ufro metad fasobs, vidre misi gemo. ufro farTomas-

Stabiani kvleva, albaT, am Zlieri emociebis gaTvaliswinebis aucileblobas

cxadyofda.

Coca-Cola-s menejerebma kvlevis Sedegebis analizisas araswori daskvnebi

gaakeTes. magaliTad, Catarebulma kvlevebma cxadyo, rom momxmarebelTa 60%-ma

upiratesoba New Coke-is gemos mianiWa,rac imis niSani unda yofiliyo,rom pro-

duqti bazarze gaimarjvebda, rogorc politikuri kandidati imarjvebs xolme

xmebis 60%-iT. magram es imis maCvenebelic iyo, rom darCenil 40%-s Zveli for-

mula moswonda. Zveli Coke-is CamoSorebiT kompaniam erTgul momxmarebelTa

didi nawili dakarga, romelsac cvlileba sulac ar surda. kompania ufro

gonivrul nabijs gadadgamda, Tu Zvel Coke-s Tavis adgilze datovebda, NewCoke-s ki brendis ganvrcobis strategiad gamoiyenebda. zustad ise, rogorcmogvianebiT warmatebulad ganaxorciela Cherry Coke-is wardgena.

amerikaSi erT-erTi yvelaze didi, saukeTesod marTuli da yvelaze

ganviTarebuli marketinguli kvlevis operaciebi kompania Coca-Cola-s gaaCnia.ukve wlebis ganmavlobaSi, kargi marketinguli kvlevis Sedegad, kompania

ualkoholo sasmelebis industriis mwvervalebs ipyrobs. magram marketinguli

kvleva zusti mecnierebisagan sakmaod Sorsaa. momxmareblebi moulodnelobe-

biT aRsavseni arian da maTi cifrebis saSualebiT gamosaxva sakmaod rTulia.

Tu Coca-Cola-m marketingul kvlevaSi didi Secdoma dauSva, maSin am

Secdomisagan arc erTi kompania dazRveuli ar aris.1

TTaavvii 44 marketinguli informaciis marTva 109

mmaarrkkeettiinngguullii iinnffoorr--

mmaacciiiiss ssiisstteemmaa ((mmiiss))

(Marketing informationsystem (MIS))pirovnebebis, aRWur-

vilobisa da proce-

durebis erToblioba

drouli, saWiro da

zusti informaciis

SesarCevad, gasaanali-

zeblad da mis gada-

sacemad marketinguli

gadawyvetilebebis

mimRebi specialiste-

bisaTvis.

myidvelisaTvis saukeTeso faseulobebisa da kmayofilebis Sesaqmnelad kompa-

nia gamudmebiT saWiroebs informacias. rogorc New Coke-is ambavi cxadyofs,kargi produqtisa da marketinguli programebis sawyisi myidvelis moTxovni-

lebebisa da survilebis srulyofili gagebaa. agreTve, kompania saWiroebs in-

formacias konkurentebis, gadamyidvelebisa da bazarze arsebuli sxva moqmedi

pirebisa Tu Zalebis Sesaxeb.

marketologebisaTvis informacia ara mxolod ukeTesi gadawyvetilebebis

misaRebad aris saWiro, aramed is mniSvnelovani strategiuli aqtivi da mar-

ketinguli iaraRia. kompaniisaTvis es aris ZiriTadi konkurentuli upirate-

soba. konkurentebma SesaZloa danadgarebis, produqtebisa da procedurebis

kopireba moaxerxon, magram kompaniis informaciisa da inteleqtualuri ka-

pitalis dublireba SeuZlebelia. bolo dros ramdenime kompaniam gaacnobiera

es faqti da TavisTan codnis, Seswavlisa da inteleqtualuri kapitalis vice-

prezidentebis Tanamdebobebi SemoiRes.

dRevandel, swrafad cvalebad garemoSi, drouli, maRalxarisxiani

gadawyvetilebis misaRebad menejerebs uaxlesi informacia esaWiroebaT.

informaciuli teqnologiebis ukanaskneli miRwevebis wyalobiT, kompaniebs

axla ukve didi raodenobiT informaciis dagroveba SeuZliaT. faqtobrivad,

menejerebi xSirad Zalian bevr informaciasac

iReben.

erT-erTma kvlevam cxadyo,rom kompaniebis mier

mopovebuli monacemebi da supermarketebis skanere-

bis saSualebiT miRebuli informacia SefuTuli

saqonlis brendis menejers kviraSi 1 milionidan 1

miliardamde axal cifrs awvdis gasaanalizeblad.

meore kvlevis mixedviT ki, msxvili sacalo

movaWreebi floben sakuTari produqciis Sesaxeb

320 milis sigrZis wignebis Taroebis ekvivalentur

informacias. amrigad, informaciis nakleboba prob-

lemas aRar warmoadgens, magram monacemTa amorCeva-

amokiTxvas ki didi mniSvneloba eniWeba. `am, ase Tu

ise, moWarbebuli informaciis xanaSi sakmaod

advilia, uxvi monacemebiT daimarxo, daitvirTo an

gadaiwva”, _ acxadebs erT-erTi damkvirvebeli.2

informaciuli siuxvis miuxedavad, marketolo-

gebi xSirad saWiro informaciis simcires uCivian.

erT-erTi ukanaskneli kvlevis Tanaxmad, saWiro

informaciis mosaZieblad menejerebi dReSi saSua-

lod 3 saaTs kargaven, rac yovelwliurad aSS-is

kompaniebs 2.5 miliardi dolari ujdebaT. meore

kvleva ki aCvenebs: miuxedavad imisa, rom gamokiT-

xul menejerTa naxevarma ganacxada, rom mopovebul

informacias Tavs ver arTmevda, maT 2/3-s ufro meti

informaciis miReba surda.3 amgvarad, marketingis

menejerebis umetesoba ara ufro met, aramed ukeTes

informacias saWiroebs.

rogorc Unilever-is yofilma mTavarma aRmasru-

lebelma direqtorma erTxel ganacxada, Unilever-mamarto is rom icodes, rac icis, es mas ormag mogebas moutanda. daskvna: bevr

kompanias gaaCnia didi raodenobiT informacia, magram mis marTvasa da swor

gamoyenebas ver axerxebs.4 kompanias unda hqondes marketinguli informaciis

marTvis efeqturi sistema, raTa menejerebma miiRon saTanado informacia

saTanado formiT da saTanado dros.

mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssiisstteemmaa ((mmiiss)) moicavs pirovnebebs, aRWurvilo-

basa da procedurebs,romelTa saSualebiTac xorcieldeba drouli,saWiro da

zusti informaciis SerCeva da misi gadacema marketinguli gadawyvetilebebis

mimRebebisaTvis. suraTi 4.1 gviCvenebs, rom mmiiss--i iwyeba da mTavrdeba informa-

ciis gamomyeneblebiT – marketingis menejerebiT, Sida da gare partniorebiTa

da sxvebiT, vinc marketingul informacias saWiroeben. Tavidan, informaciis

saWiroebis Sesafaseblad mmiiss-i zemoT CamoTvlil gamomyeneblebTan

urTierTobs. Semdgom igi saWiro informaciis generirebas axdens kompaniis

■ Warbi informacia: `am, ase Tu ise, moWarbebuli infor-

maciis xanaSi sakmaod advilia, uxvi monacemebiT daimar-

xo, daitvirTo an gadaiwva.~


Sida monacemTa bazis, marketinguli dazvervis qmedebebisa da marketinguli

kvlevebis saSualebiT. amis Semdgom, mmiiss-i exmareba mopovebuli informaciis

analizSi da misTvis im formis micemaSi, romelic menejmentisaTvis aris

misaRebi, raTa maT marketinguli gadawyvetilebebi miiRon. dabolos, mmiiss-i mar-

ketingul informacias avrcelebs da menejerebs gadawyvetilebis miRebaSi

exmareba.

■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssaaWWiirrooeebbiiss SSeeffaasseebbaa

marketinguli informaciis sistema, pirvel rigSi, kompaniis marketingisa da

sxva ganyofilebebis menejerebs emsaxureba, Tumca mas aseve SeuZlia informa-

ciuli uzrunvelyofa gauwios gare partniorebs, rogorebic arian mimwode-

blebi, gadamyidvelebi an marketinguli momsaxurebis saagentoebi. magaliTad,

Wal-Mart-ma SesaZloa Procter & Gamble-s an sxva ZiriTad mimwodebels misces

informacia momxmarebelTa Sesyidvis Cvevebis an maragebis donis Sesaxeb.

amasTan erTad, SesaZloa mniSvnelovani myidvelisTvisac informaciis xelmi-

sawvdomobis uzrunvelyofa. Dell Computer-i msxvili myidvelisaTvis specialu-

rad qmnis e.w. `premialur~ veb-gverds, romlis meSveobiTac myidvelisTvis

xelmisawvdomia informacia produqtis dizainis, SekveTis statusis, pro-

duqtisa da mxardamWeri momsaxurebis Sesaxeb. gadazidvebis dagegmvisa da

kontrolisaTvis FedEx-i momxmarebels uzrunvelyofs Tavisi informaciuli

sistemis xelmisawvdomobiT. informaciuli sistemis agebisas kompaniam

TiToeuli myidvelis moTxovna unda gaiTvaliswinos.

kargad agebuli mmiiss-i abalansebs im monacemebs, romlebic informaciis

gamomyenebels surs,romelic mas sWirdeba da romlis realurad miwodeba sis-

temas SeuZlia. procesi iwyeba menejerebis gamokiTxviT da imis garkveviT, Tu

ra informaciis mopoveba surT maT. zogierTi iTxovs nebismier monacems da

sulac ar fiqrobs, sWirdeba Tu ara. Zalian bevri monacemic sazianoa. zogs

SeiZleba iseTi monacemis moTxovna daaviwydes, romelic maTi saqmianobisaTvis

aucilebelia. magaliTad, menejeri unda flobdes informacias imis Taobaze,

apirebs Tu ara konkurenti momavali wlis ganmavlobaSi axali produqtis

wardgenas. imis gamo,rom menejerma araferi icis am SesaZlo proeqtis Sesaxeb,

raime informaciis mopovebaze arc ki fiqrobs. mmiiss--ma marketinguli garemo

unda gaakontrolos, raTa marketinguli gadawyvetilebis mimRebebisTvis

ssuurraaTTii 44..11

marketinguli informaciis

sistema


SSiiddaa mmoonnaacceemmTTaa bbaazzaa

(Internal databases)kompaniis Sida wya-

roebidan mopovebu-

li informaciis

eleqtronuli sa-

cavi.

saTanado informaciis miwodeba SeZlos.

aris SemTxvevebi, rodesac kompanias saWiro informacia ar gaaCnia. amis

mizezi SesaZloa iyos rogorc informaciis miuwvdomloba, aseve mmiiss-is

SezRudvebi. magaliTad, brendis menejers SesaZloa undodes, rom gaigos,

momaval wels konkurents reklamirebis rogori biujeti eqneba da bazris

wilebis ganawilebaze ra gavlenas moaxdens es. informacia dagegmili biu-

jetis Sesaxeb, albaT, xelmisawvdomi ar iqneba. am informaciis mopovebis

SemTxvevaSic ki mmiiss-i ver SeZlebs winaswar gansazRvros, bazarze moqmedi kom-

paniebi bazris wilebs rogor gainawileben.

informaciis mopovebis, damuSavebis, Senaxvisa da gavrcelebis xarjebi sak-

maod didia. kompaniam unda upasuxos SekiTxvebs,ramdenad faseulia damatebiTi

informacia, Rirs Tu ara damatebiTi xarjebis gaweva mis mosapoveblad da a.S.

xSirad, rogorc sargebeli, aseve xarjebi rTuli Sesafasebelia. informacias,

ganyenebulad, raime faseuloba ar gaaCnia. mis faseulobas misi gamoyenebadoba

gansazRvravs. xSir SemTxvevaSi, damatebiTi informacia mcirediT cvlis an

aumjobesebs menejeris gadawyvetilebas. ukeTesia, marketologebma informaciis

mopovebis xarjebisa da maTgan miRebuli Sedegebis Sedarebis dros sifrT-

xile gamoiCinon.

■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss mmooppoovveebbaa

marketologebi saWiro informacias moipoveben Sida monacemTa bazebis, mar-

ketinguli dazvervisa da marketinguli kvlevis meSveobiT.

SSiiddaa mmoonnaacceemmeebbii

bevri kompania qmnis SSiiddaa mmoonnaacceemmTTaa bbaazzaass,, anu kompaniis Sida wyaroebidan mo-

povebuli informaciis eleqtronul sacavs.

marketingis menejerebisTvis es monacemebi

advilad xelmisawvdomia.

monacemTa bazaSi informacia sxvada-

sxva wyarodan SeiZleba Sevides. buRal-

terebi monacemTa bazas awvdian finansur

angariSebs, gayidvebis maCveneblebsa da xar-

jebis CamonaTvals. warmoebidan miedineba

produqciis warmoebis grafikebis, gadazid-

vebisa da maragebis moculobis Sesaxeb

monacemebi. gayidvebis personali ityobineba

gadamyidvelebis reaqciisa da konkurentebis

saqmianobebis Sesaxeb. marketingis departa-

menti iZleva informacias miznobrivi myid-

velis demografiis, fsiqografiisa da

Sesyidvis qcevis Sesaxeb. myidvelTa momsax-

urebis ganyofileba agrovebs myidvelis

kmayofilebasa da momsaxurebasTan dakavSi-

rebuli problemebis nusxas. SesaZloa erTi

departamentisaTvis Catarebulma kvlevam

sxva departamentebi sasargeblo informa-

ciiT uzrunvelyos.

qveviT moyvanilia magaliTi, Tu rogor

iyenebs kompania Sida monacemTa bazas ukeTesi

marketinguli gadawyvetilebis misaRebad:

kompania USAA finansuri momsaxu-

rebiT uzrunvelyofs aSS-is samxedro

Zalebis personalsa da maT ojaxebs. igi

flobs monacemTa bazas, romelSic

ganTavsebulia informacia momxmarebel-

Ta Sesyidvebis istoriis Sesaxeb. in-

formaciis sizustisTvis kompania regu-

larulad ikvlevs Tavis 5 milion

momxmarebels mTel msoflioSi. am

■ finansuri momsaxurebis mimwodebeli USAA iyenebs Tavis didi

moculobis bazas, raTa moargos marketinguli Zalisxmeva indi-

vidualuri momxmareblebis specifikur saWiroebebs. amiT kompa-

nia Tavisi klientebis 96 procents inarCunebs.


mmaarrkkeettiinngguullii ddaazzvvee--

rrvvaa (Marketingintelligence)marketingul gare-

moSi arsebuli kon-

kurentebisa da miR-

wevebis Sesaxeb,

sajarod gavrcele-

buli, informaciis

sistematuri Seg-

roveba da analizi.

dros zustdeba maTi sacxovrebeli adgilis misamarTi, hyavT Tu ara

bavSvebi (da Tu hyavT, ramdeni wlisani arian) da a.S. es monacemebi

gamoyenebili iqneba marketinguli SeTavazebebis modifikaciisas, raTa

isini momxmareblebis moTxovnilebebs metad Seesabamebodnen.

magaliTad,Tu ojaxSi kolejis asakis bavSvebi arian,USAA am bavSvebs

ugzavnis informacias, rogor unda isargeblon sakredito baraTebiT.

Tu ojaxs ufro mcirewlovani bavSvebi hyavs, igi ugzavnis bukletebs

ganaTlebis dafinansebis Sesaxeb. im momxmareblebisaTvis, romlebic

pensiaze gasvlas elian, agzavnis informacias uZravi qonebis marTvis

Sesaxeb. monacemTa bazis ostaturi gamoyenebiT USAA TiToeul momx-

marebels individualurad emsaxureba, Sedegad ki umaRles erTgu-

lebas imsaxurebs _ 8.6 miliardi dolaris Semosavlis mqone kompania

sakuTari myidvelebis 97 procents inarCunebs.5

rogorc wesi, sxva informaciul wyaroebTan SedarebiT, Sida monacemTa

baza xelmisawvdomia ufro swrafad da iafad. Tumca SesaZloa marketinguli

gadawyvetilebebis misaRebad Sida monacemebi arasrulad an araswori formiT

iyos warmodgenili. es ganpirobebulia imiT, rom, Tavis droze, es monacemebi

sxva mizniT iyo Segrovebuli. magaliTad, gayidvebisa da xarjebis monacemebi,

romlebsac buRalteria finansuri dokumentebis mosamzadeblad iyenebs,

sxvadasxva segmentis momgebianobis Sefasebis dros ar gamodgeba, Tu misi

gadaxaliseba ar moxda. garda amisa, monacemebi swrafad Zveldeba. mudmivad

axali monacemebis Semcveli monacemTa bazis SenarCuneba sakmaod did

Zalisxmevas saWiroebs. aseve, didi kompania uzarmazari moculobis informa-

cias flobs da misi Tvalyuris devneba sakmaod rTulia. imisaTvis rom mene-

jerebma monacemTa bazis informacia advilad moipovon da efeqturad

gamoiyenon, igi kargad integrirebuli da advilad xelmisawvdomi unda iyos.

mmaarrkkeettiinngguullii ddaazzvveerrvvaa

mmaarrkkeettiinngguullii ddaazzvveerrvviiss mizania strategiuli gadawyvetilebebis miRebis pro-

cesis gaumjobeseba, konkurentebis qmedebebis Tvalyuris devneba da Sefaseba,

sabazro sivrceSi SesaZleblobebisa da safrTxeebis winaswar ganWvreta.

konkurentebis Sesaxeb informaciis Segrovebis process sul ufro meti

da meti kompania iyenebs. amisTvis gamoyenebuli teqnologiebi mravalferova-

nia: dawyebuli konkurentebis internetgverdebis SeswavliT,savaWro Cvenebebze

siaruliTa da TanamSromlebis gamokiTxviT, damTavrebuli konkurentebis pro-

duqciis benCmarkingiT.

sakmaod didi moculobis informaciis Segroveba SesaZlebelia

konkurenti kompaniis momsaxure personalisgan. ganvixiloT Semdegi magaliTi.

metoqis soroSi jaSuSebi yovelTvis ukana kariT ar Sedian. zog-

jer isini mis samyofelSi ubralod Seabijeben da maspinZelic maT

zrdilobianad xvdeba. bob ailingma, British Airways-is yofilma mTavarma

aRmasrulebelma, Tavis Tavze aiRo jaSuSis misia. igi axlad gaxsnil

EasyJet-s estumra... ailingi daukavSirda kompaniis damaarsebel ste-

lios haji-ioanous da Sexvedraze SeuTanxmda. igi amtkicebda, rom

moxibluli iyi berZeni mewarmiT, romelmac iaffasiani aviakompaniis

formulis SemuSaveba SeZlo. jahi-ioanousi ara marto daTanxmda ail-

ings Sexvedraze, aramed sakuTari biznesgegmac ki gaacno. [erTi wlis

Semdeg British Airways-is] winsvlac daiwyo. es iyo EasyJet-is zusti asli.

`igive TviTmfrinavebi, igive pirdapiri bileTebi, meoradi aeroportis

gamoyeneba da igive azri TviTmfrinavis bortze sauzmis SeTavazebis

Sesaxeb. maT warmatebas miaRwies Cvengan moparuli biznesmodelis

saSualebiT – es, marTlac rom, efeqturi jaSuSoba iyo.~6

informaciis mopoveba kompanias SeuZlia mimwodeblebisagan, gadamyid-

velebisagan da saboloo myidvelebisagan. konkurentebze dakvirvebis saSua-

lebiT SesaZlebelia sasargeblo informaciis miReba. kompanias SeuZlia

SeiZinos da Seamowmos konkurentis produqcia, Tvalyuri adevnos maTi

vaWrobis dinamikas, Seamowmos sapatento biuroSi Sesuli axali monacemebi da

moinaxulos maTi Senoba-nagebobebi. magaliTad, erT-erTi kompania regularu-

lad amowmebda konkurenti maRaziis win mdebare avtosadgoms. Tu is savse iyo,


es saqmisa da biznesis ayvavebis niSani iyo.

zogierT kompanias Tavisi konkurentis

narCenebic ki mouparavs. iuridiulad, nar-

Cenebi ganixileba, rogorc Senobis gareT

darCenili mitovebuli sakuTreba. amgvari

qmedebis dros amxiles Oracle-is TanamSro-

meli, romelic Microsoft-is nagvis did kon-teinerSi iqeqeboda. Microsoft-ma xmamaRali

protesti gamoTqva, magram incidentis Sem-

dgomi gamoZieba aRar gagrZelda. teqnikuri

TvalsazrisiT, Cadenili qmedeba danaSaulad

ar CaiTvala. arsebobs kidev erTi SemTxveva,

rodesac Procter & Gamble-ma Tavisi metoqe

Unilever-is `did konteinerSi Cayo cxviri~.maTi samizne Unilever-is Tmis movlis pro-

duqtebi iyo, romlebic P&G-s Pantene-sa daHead&Shoulder-s konkurencias uwevdnen.

`sabolood, es qmedeba sakmaod warmatebuli

aRmoCnda,— aRniSnavs analitikosi, _ P&G-madawvrilebiTi informacia moipova Unilever-isbrendebis Sesaxeb~. rodesac P&G-is xelmZR-

vanelobam Seityo, ra meTodiT iyo mopove-

buli informacia, maT saswrafod Sewyvites

proeqti da sakuTari nebiT acnobes Unilever-s momxdaris Sesaxeb. P&G-ma ganacxada, rommaT konteinerze ganxorcielebulma ieriSma

`daarRvia Cveni biznespolitikis ZiriTadi

kursi~.7

konkurentebs SeuZliaT moipovon

dazver-viTi informacia yovelwliuri angariSebis, saqmiani gamocemebis,

savaWro Cvenebebis, presrelizebis, reklamebisa da veb-gverdebis saSualebiT.

aRmoCnda, rom konkurentebis Sesaxeb informaciis Sesagroveblad interneti

erT-erTi yvelaze efeqturi saSualebaa. dRes Zalian bevri kompania myid-

velebis, partniorebisa da mimwodeblebis misazidad didi moculobis

detalur informacias ganaTavsebs veb-gverdebze.8

awarmoeT Tqveni metoqeebis veb-gverdebis aRricxva, raTa maTi

produqciis seriis nebismieri ganaxleba an cvlileba SeamCnioT.

ganaxorcieles Tu ara saitis xelaxali dizaini? Secvales Tu ara

mizani? ra informacias gvawvdis saZiebeli grafa metoqis Sesaxeb? ra

informacias gvawvdis presa maT Sesaxeb? maTi produqtebis sia? am da

sxva kiTxvebze mogiwevT pasuxis gacema. `xSirad klientebi gaoce-

bulni rCebian, ramdeni ramis gageba aris SesaZlebeli, _ ambobs kon-

sultanti, _ isini TavianTi yoveldRiuri saqmianobiT arian dakave-

bulni da verc ki aanalizeben, ramdenad bevri informaciis mopoveba

SeiZleba kompiuteris Rilakze TiTis ramdenjerme daWeriT.~

informaciis mopovebiT dainteresebul pirebs aseve SeuZliaT naxon

aTasobiT onlainmonacemTa baza. zogierTi maTgani ufasoa. magaliTad, aSS-is

fasiani qaRaldebisa da savaluto operaciebis komisiis onlainmonacemTa baza

aerTianebs finansur informacias sajarod marTul kompaniebze (saaqcio sazo-

gadoebebze), aSS-is sapatento biuros monacemTa bazaSi SesaZlebelia kom-

paniebis mier dapatentebuli sakiTxebis naxva. garkveul safasurad ki, kom-

paniebs SeuZliaT registracia internetSi arsebul 3000-ze met monacemTa

bazaSi da informaciis saZiebo veb-gverdebze: Dialog, DataStar, LEXIS-NEXIS, DowJones News Retrieval, UMI ProQuest da Dun & Bradstreet’s Online Access.

kompaniebi konkurentebis mizandasaxuli marketinguli dazvervis mcde-

lobebis sawinaaRmdego zomebsac ki iReben. magaliTad,Uniliver-ma konkurentuli

dazvervis sawinaaRmdego treningebi daiwyo. rogorc Unilever-is yofili

TanamSromeli ambobs, `Cven miTiTebebs gvaZlevdnen rogorc informaciis

dacvis, aseve konkurentebisagan misi mopovebis Sesaxeb. yovelTvis gvafrTxi-

lebdnen,rom mogzaurobisas zedmeti arasdros gvelaparaka. . . imasac ki gveub-

■ Procter & Gamble-ma Tavisi metoqe Unilever-is `did konteinerSi Cayocxviri~. rodesac P&G-is xelmZRvanelobam Seityo,Tu ra meTodiT

iyo mopovebuli informacia, maT saswrafod Sewyvites proeqti da

sakuTari nebiT acnobes Unilever-s momxdaris Sesaxeb.


nebodnen,rom konkurentTa jaSuSi im kompaniis samarSruto taqsis mZRolic ki

SeiZleboda aRmoCeniliyo, romlis momsaxurebiTac Cven vsargeblobdiT~.Unilever-i Sida usafrTxoebisaTvis moulodnel ASemowmebebsac awarmoebs.

`erT-erT [Sida marketingul] konferenciaze specialurad daqiravebuli msax-

iobi mivugzavneT Cvens TanamSromlebs. idea mdgomareobda imaSi, rom gvenaxa,

vin daelaparakeboda mas? ramden xans gagrZeldeboda saubari? ramden xanSi

mixvdeboda TanamSromeli, rom igi SesaZlo konkurenti kompaniis warmomad-

geneli iyo? saerTod, ieWvebda Tu ara rames? yvelaferi imiT dasrulda, rom

msaxiobi didi xnis ganmavlobaSi esaubreboda TanamSromelTa mTel koleq-

tivs~,9 – ambobs kadrebis marTvis departamentis yofili ufrosi.

marketinguli dazvervis xSiri gamoyeneba rig eTikur sakiTxebs wamowevs

win. miuxedavad imisa, rom CamoTvlili teqnologiebis umetesoba kanonieria,

zogierTis moraluroba SesaZloa eWvqveS dadges. cxadia, kompaniebma sajarod

xelmisawvdomi informaciis upiratesobebiT unda isargeblon, magram

TvalTvali mainc ganagrZon, Tumca yvelaferi eTikis normebis dacviT unda

gaakeTon.

mmaarrkkeettiinngguullii kkvvlleevvaa

konkurentebisa da sabazro sivrcis Sesaxeb informaciis mopovebis garda, mar-

ketologebs xSirad garkveuli situaciebis formaluri Seswavla sWirdebaT.

magaliTad, Sears-Tvis saWiroa imis codna, Tu ra iqneba misi korporaciuli

sareklamo kampaniis yvelaze efeqturi gza; Toshiba dainteresebulia, icodes, ra

kategoriis kompaniebi an pirovnebebi Seisyidian mis axal, uswrafes

nouTbuqebs. aseT situaciebSi marketinguli dazverva ver SeZlebs saWiro

informaciiT uzrunvelyofas. am SemTxvevebSi menejerebs marketinguli kvleva

exmareba.

mmaarrkkeettiinngguullii kkvvlleevvaa aris organizaciis specifikur marketingul

situaciasTan dakavSirebuli monacemebis sistemuri Segroveba, analizi da

moxsenebis momzadeba. marketinguli kvlevis gamoyenebis areali farToa:

myidvelTa kmayofilebisa da Sesyidvis qcevis gageba, bazris potencialisa da

sabazro wilis Sefaseba, faswarmoqmnis, sareklamo kampaniisa da distribuciis

efeqturobis gazomva da a.S.

zogierT did kompanias (Kraft-i, Citigroup-i) marketinguli kvlevis sakuTari

departamenti gaaCnia. garda amisa, es kompaniebi garedan qiraoben specialis-

tebs, romlebic menejerebTan erTad garkveul marketingul problemebze

muSaoben. zogjer firmebi marketinguli kvlevebis Camtarebeli kompaniebisa-

gan monacemebs,ubralod,Seisyidian,rac maT gadawyvetilebis miRebis procesSi

exmareba.

marketinguli kvlevis procesi oTx safexurs moicavs (ixileT suraTi 4.2):

1. marketinguli problemisa da kvlevis miznebis gansazRvra; 2. kvlevis gegmis

Camoyalibeba; 3. kvlevis gegmis ganxorcieleba; 4. Sedegebis ganmarteba da

angariSis wardgena.

pprroobblleemmiissaa ddaa kkvvlleevviiss mmiizznneebbiiss ggaannssaazzRRvvrraa.. marketingisa da marketinguli

kvlevis specialistebis erToblivi mWidro TanamSromlobis Sedegia prob-

lemis gansazRvra da kvlevis miznebze SeTanxmeba. menejerma yvelaze kargad

icis, ra informacia sWirdeba mas, xolo mkvlevari ki saukuTesod erkveva mar-

ketingul kvlevasTan dakavSirebul sakiTxebSi da icis, rogor SeiZleba aseTi

informaciis mopoveba.

xSirad, kvlevis procesis urTulesi safexuri problemisa da kvlevis

miznebis gansazRvraa. menejerma SesaZloa icis, rom arsebobs raRac problema,

magram ar icis am problemis gamomwvevi mizezi. magaliTad, New Coke-isSemTxvevaSi, Coca-Cola-m Tavisi problemis gamomwvevi mizezebidan mxolod

erTze gaamaxvila yuradReba, rac misTvis katastrofuli aRmoCnda. sxva

mmaarrkkeettiinngguullii kkvvlleevvaa

(Marketing research)organizaciis speci-

fikur marketingul

situaciasTan dakav-

Sirebuli monaceme-

bis sistemuri Seg-

roveba, analizi da

moxsenebis momzadeba.

ssuurraaTTii 44..22

marketinguli kvlevis pro-

cesi


aaRRmmooCCeenniiTTii kkvvlleevvaa

(Exploratory research)marketinguli kvl-

eva, romlis mizania

winaswari monaceme-

bis Segroveba, rac

problemis gansazRv-

risa da axali hipo-

Tezebis SeTavazebis

saSualebas iZleva.

aaRRwweerriiTTii kkvvlleevvaa

(Descriptive research)marketinguli kvl-

eva, romlis mizania,

ukeTesad aRweros

marketinguli prob-

lemebi, situaciebi an

bazrebi.

mmiizzeezzSSeeddeeggoobbrriivvii

kkvvlleevvaa (Causal research)marketinguli kvleva,

romlis mizania mi-

zezsa da Sedegs So-

ris urTierTobis hi-

poTezebis Semowmeba.

magaliTSi Camofasebuli saqonliT movaWre kompaniis menejmentma naadrevi

gadawyvetileba miiRo da vaWrobis Semcirebis mizezad mwiri reklama miiCnia,

ris Sedegadac kvleva Caatares sareklamo kampaniis efeqturobis Sesaxeb. kvl-

evam aCvena, rom mimdinare reklama xalxs sworad miewodeboda da gzavnilic

sworad iyo SerCeuli. realuri problema ki iyo is, rom maRazia ar uzrunve-

lyofda reklamaSi Sepirebul fasebs, produqtis arCevansa da momsaxurebas.

problemis ufro gulmodgine gansazRvra Tavidan aacilebda arasaWiro

kvlevasTan dakavSirebul xarjebs.

mas Semdeg, rac problemis zusti gansazRvra moxdeba, yuradReba kvlevis

miznebze unda gamaxvildes. marketinguli kvlevis proeqts SesaZloa sami

saxis mizani hqondes. aaRRmmooCCeenniiTTii kkvvlleevviiss mizani aris winaswari monacemebis

Segroveba, rac problemis gansazRvrisa da axali hipoTezebis SeTavazebis

saSualebas iZleva. aaRRwweerriiTTii kkvvlleevviiss mizania,, aRweros iseTi sakiTxebi,

rogorebic aris bazris potenciali an momxmarebelTa produqtisadmi

damokidebuleba. mmiizzeezzSSeeddeeggoobbrriivvii kkvvlleevviiss mizani aris mizezsa da Sedegs

Soris urTierTobis hopoTezebis Semowmeba. magaliTad, gamoiwvevs Tu ara

kerZo kolejSi swavlebis safasuris 10%-iT Semcireba aplikantTa raodenobis

proporciul zrdas? xSirad, menejerebi jer aRmoCeniT kvlevas atareben,

Semdeg ki aRweriT an mizezSedegobrivs.

problemis ganacxadi da kvlevis miznebi mTliani kvlevis process

warmarTavs. es ganacxadi werilobiT unda damowmdes, rac kvlevis miznebze

SeTanxmebulobaze miuTiTebs.

kkvvlleevviiss ggeeggmmiiss CCaammooyyaalliibbeebbaa.. mas Semdeg, rac gansazRvrulia problemebi da

miznebi, mkvlevarebma zustad unda icodnen, Tu ra informacia aris saWiro,

Seadginon misi Segrovebis efeqturi gegma da es gegma xelmZRvanelobas

warudginon. kvlevis gegma gansazRvravs arsebuli monacemebis wyaroebs da

aRniSnavs kvlevis garkveul midgomebs, meTodebs, SerCevis gegmebsa da im

saSualebebs, romlebsac mkvlevarebi axali monacemebis SegrovebisaTvis

gamoiyeneben.

kvlevis miznidan gamomdinare xdeba garkveuli informaciis saWiroebis

dadgena. magaliTad, davuSvaT, Cambell-s surs, gaigos, ra reaqcia eqneba wvnianis

momxmarebels axali, Tasis formis konteinerze. konteineri mis sxva

produqtebSic gvxvdeba da sakmao warmatebiTac sargeblobs. axali produqti

ufro Zviri eRireba, magram momxmarebels saSualeba eqneba, igi mikrotalRovan

RumelSi Sedgas da Semdeg wvniani pirdapir iqidan miirTvas. es kvleva Semdegi

saxis informaciis moZiebas moiTxovs:

■ wvnianis momxmareblebis demografiuli, ekonomikuri da cxovrebis stilis

maxasiaTeblebi (saqmiani wyvilisaTvis, albaT, xelsayrelia axali SesafuTi

Tasis SeZena,Tundac ufro met fasad; bavSvian ojaxebs ki urCevniaT,naklebi

gadaixadon da meti WurWeli garecxon).

■ wvnianis moxmarebasTan dakavSirebuli sakiTxebi: sad, rodis da ra raodeno-

bis wvnians miirTmeven (axali SefuTva idealurad moergeba mozardebs, rom-

lebic dRis ganmavlobaSi ubralo waxemsebiT kmayofildebian, magram nakle-

bad mosaxerxebelia im mSoblebisaTvis, romlebic tradiciul sadils

marTaven).

■ sacalo movaWreTa reaqcia axal SefuTvaze (sacalo movaWreTa mxardaWeris

ararseboba axali SefuTvis warmatebas zians miayenebs).

■ momxmarebelTa damokidebuleba axali SefuTvisadmi (miiReben Tu ara momx-

mareblebi axal SefuTvas?)

■ orive, rogorc axali, aseve Zveli, SefuTviT produqtis gayidvebis prog-

nozireba (gazrdis Tu ara axali SefuTva Cambell-is mogebas?)

axali SefuTvis wardgenamde Cambell-is menejerebi unda flobdnen am da

sxva saxis informacias.

kvlevis gegma werilobiT unda Camoyalibdes. es gansakuTrebiT mniSvne-

lovania maSin,rodesac kvlevis proeqti kompleqsuri xasiaTisa da didi mocu-

lobisaa. an rodesac mas sxva kompania axorcielebs. SeTavazeba unda

moicavdes menejmentis mier aRniSnul problemebsa da kvlevis dasaxul


miznebs, mosapovebel informaciasa da gzebs. SeTavazebaSi aseve aRniSnuli

unda iyos kvlevis xarjebi.

imisaTvis rom menejerebisaTvis saWiro informaciis Segroveba moxdes,

SesaZloa gamoyenebul iqnas meoreuli monacemebi, pirveladi monacemebi, an

orive erTad. mmeeoorreeuullii mmoonnaacceemmeebbii aris informacia,romelic ukve arsebobs da

Segrovebulia sxva miznebisaTvis. ppiirrvveellaaddii mmoonnaacceemmeebbii aris informacia,

romelsac mocemuli miznisaTvis agroveben.

mmeeoorreeuullii mmoonnaacceemmeebbiiss SSeeggrroovveebbaa.. Tavidan, mizanSewonilia meoreuli monaceme-

bis SegrovebiT dawyeba. amisaTvis sasargeblo wyaros kompaniis Sida

monacemTa baza warmoadgens, Tumca kompaniis gareT arsebobs informaciuli

wyaroebis farTo arCevani (cxrili 4.1).

kompaniebs SeuZliaT Seisyidon meoreuli monacemebi.10 magaliTad, kompania

Information Resources Inc. yidis supermarketebSi Sesyiduli saqonlis skanirebis

monacemebs. am monacemebis saSualebiT SesaZlebelia aSS-is 55000 ojaxis

Sesyidvebis sixSiris, brendis erTgulebisa da myidvelis demografiuli

monacemebis Sefaseba. kompania Yankelovich and Partners-i yidis informacias

mniSvnelovani socialuri da cxovrebis stilis tendenciebis Sesaxeb. aseT

firmebs gaaCniaT maRali xarisxis monacemebi, romlebic mravali marketinguli

kvlevis miznebs saWiro informaciiT uzrunvelyofs.

komerciuli, oonnllaaiinnmmoonnaacceemmTTaa bbaazziiss gamoyenebac aris SesaZlebeli.

CompuServe-ma, Dialog-ma da LEXIS-NEXIS-ma marketologebs warmoudgeneli mocu-

lobis informacia pirdapir `cxvirwin~ ganuTavsa. komerciuli veb-gverdebis

garda, TiTqmis yvela biznesasociacia, samTavrobo saagento, biznespublikacia

da sainformacio saSualebebi ufaso informacias sTavazoben sazogadoebas.

dResdReobiT, monacemebs imdenad bevri veb-gverdi

awvdis, rom maT Soris Sesaferisis povna Zalian

Znelia.

meoreuli monacemebis mopoveba ufro nakleb

drosa da xarjebs moiTxovs, vidre pirveladis.

magaliTad, Campbell-is SemTxvevaSi, saWiro monace-

mebis mopoveba internetisa da onlain monacemTa

bazis saZieblis saSualebiT ufro swrafad da

mcire danaxarjebiT moxdeba. pirveladi monaceme-

bis Sesagroveblad ki saWiroa Tveebi da aTaso-

biT dolari. agreTve, xandaxan meoreuli wyaroebiT

xdeba iseTi saxis monacemebiT uzrunvelyofa,

romelTa Segroveba erTi kompaniisaTvis sakuTari

saxsrebiT SeuZlebelia. magaliTad, Cembell-Tvis

sakmaod did TanxebTan iqneba dakavSirebuli

sacalo maRaziis grZelvadiani auditis marTva,

raTa gaarkvios konkurentebis sabazro wili,

fasebi da brendis maCveneblebi. magram mas

SeuZlia Information Resources Inc.-gan InfoScan-is miermopovebuli monacemebi Seisyidos.

meoreul monacemebSi SesaZloa saWiro

informacia, ubralod, ar arsebobdes – meoreuli

wyaroebi iSviaTad uzrunvelyofen mkvlevarebs

maTTvis saWiro yvela monacemiT. magaliTad, Tu

Cambell-i bazarze wvnians axali SefuTviT ar

ganaTavsebs, igi momxmareblis reaqciis Sesaxeb

informacias ver moipovebs. im SemTxvevaSic, Tu

monacemebs moiZieben, SesaZloa ver gamoiyenon.

mkvlevarebma dakvirvebiT unda Seafason meo-

reuli monacemebi, raTa darwmundnen mis

SesatyvisobaSi (ramdenad Tanxvdeba proeqtis

saWiroebebs), sizusteSi (saimedod Segrovebuli

da aRricxuli), siaxleSi (sakmarisad ganaxlebu-

lia Tu ara) da miukerZoeblobaSi (obieqturad

Segrovebuli da aRricxuli).

mmeeoorreeuullii mmoonnaacceemmeebbii

(Secondary data)informacia, romelic

ukve arsebobs da

Segrovebulia sxva

miznebisaTvis.

ppiirrvveellaaddii mmoonnaa--

cceemmeebbii (Primary data)informacia, romel-

sac mocemuli mizni-

saTvis agroveben.

oonnllaaiinnmmoonnaacceemmTTaa

bbaazzaa (Online databases)informaciis kompi-

uteruli wyaroebi,

romlebic xelmisawv-

domia komerciuli

onlain saSualebe-

biT an internetiT.

■ onlainmonacemTa bazis iseTma momsaxurebam, rogoric

aris Dialog-i, marketologebs warmoudgeneli moculobis

informacia pirdapir `cxvirwin~ ganuTavsa. Dialog-ma `in-formacia, romelic Secvlis an mTlianad msoflios, an

kerZod Tqvens garemos~, Tqvens TiTebTan ganaTavsa.


ccxxrriillii 44..11 SerCeuli kompaniis gareT arsebuli sainformacio wyaroebi

bbiizznneess mmoonnaacceemmeebbii::

AC Nielsen kkoorrppoorraacciiaa (www.acnielsen.com) uzrunvelyofs supermarketebis skanerebis mier aRricxul monacemebs

gayidvebis, bazris wilisa da sacalo vaWrobis fasebis Sesaxeb; saojaxo Sesyidvebis monacemebi; monacemebi

satelevizio mayureblebis Sesaxeb.

Information Resources Inc. (www.infores.com) uzrunvelyofs supermarketis skaneris monacemebs sasursaTo produqtebis

moZraobisa da axali produqtebis Sesyidvis Sesaxeb.

Arbitron (www.arbitron.com) uzrunvelyofs informacias adgilobriv bazrebze da internetradios msmenelebsa da

sareklamo xarjebze.

NDC Health Information Service (www.ncdhealth/com) uzrunvelyofs informacias medikamentebis, laboratoriuli

nivTebisa da individualuri zrunvis produqtebis Sesaxeb.

Simmons Market Research Bureau (www.smrb.com) uzrunvelyofs SerCeul bazrebze produqciis 400 kategoriis

momxmarebelTa qcevis analizs.

Dun & Bradstreet (www.dnb.com) monacemTa baza, romelic moicavs informacias msoflioSi 50 milionze meti indivi-

dualuri kompaniis Sesaxeb.

Media Metrix (www.mediametrix.com) msoflioSi arsebuli internetisa da cifruli mediis momxmarebelTa geode-

mografiuli analizi.

Dialog (http://library.dialog.com) sTavazobs ABI/INFORM-is xelmisawvdomobas. monacemTa baza, romelic moicavs samec-

niero naSromebs 800-ze meti samecniero Jurnalidan.

LEXIS-NEXIS (www.lexis-nexis.com) statiebi biznesis, momxmareblebis qcevisa da marketinguli publikaciebidan,

amasTan erTad, firmebis, industriebis, tendenciebisa da teqnologiebis Tvalyuris devneba.

CompuServe (www.compuserve.com) uzrunvelyofs biznes da samomxmareblo bazrebis demografiis, samTavrobo

moxsenebebisa da patentis Canawerebis, agreTve, sagazeTo statiebisa da kvlevis angariSebis monacemTa bazebis

xelmisawvdomobas.

Dow Jones Interactive (www.djinteractive.com) aqcioneruli da kerZo kompaniebis Sesaxeb detaluri finansuri, istoriu-

li da saeqspluatacio informacia.

Hoover's Online (www.hoovers.com) uzrunvelyofs biznesis daxasiaTebebs, zogad monacemebs finansuri mdgomareobis

Sesaxeb da msoflios msxvil kompaniebTan dakavSirebul siaxleebs.

CNN (www.cnn.com) aSS-sa da msoflio siaxleebi.

American Demographics (www.americandemographics.com) uzrunvelyofs informacias aSS-Si arsebuli demografiuli ten-

denciebis Sesaxeb.

ssaammTTaavvrroobboo mmoonnaacceemmeebbii::

ffaassiiaannii qqaaRRaallddeebbiissaa ddaa ssaavvaalluuttoo ooppeerraacciieebbiiss kkoommiissiiiiss Edgar-is monacemTa baza (www.sec.gov) monacemTa baza aSS-

is korporaciebis Sesaxeb.

mmcciirree bbiizznneessiiss aaddmmiinniissttrraacciiaa (www.sba.com) informacia mcire biznesmenTaTvis.

ffeeddeerraalluurrii vvaaWWrroobbiiss kkoommiissiiaa (www.ftc.com) momxmarebelTa dacvasa da monopoliur kanonebTan dakavSirebuli

instruqciebi da gadawyvetilebebi.

Stat-USA (www.stat-usa.gov) asaxavs aSS-is biznesisa da saerTaSoriso vaWrobis statistikas.

U.S.Census (www.census.gov) aSS-is mosaxleobis detaluri statistikuri monacemebi da tendenciebi.

aaSSSS--iiss ppaatteennttiissaa ddaa ssaavvaaWWrroo mmaarrkkeebbiiss ooffiissii (www.uspto.gov) informacia savaWro markebisa da patentebis Sesaxeb.

iinntteerrnneettmmoonnaacceemmeebbii::

Cyber Atlas (hptt://cyberatlas.internet.com) informacia internetisa da misi momxmareblebis Sesaxeb, momxmareblebidan el-

komerciamde.

Interactive Advertising Bureau (www.iab.net) statistikuri monacemebi internetreklamirebis Sesaxeb.

Jupiter Research (www.jupiterresearch.com) veb-moZraobis kontroli da yvelaze popularuli saitebis klasifikacia.

ppiirrvveellaaddii mmoonnaacceemmeebbiiss SSeeggrroovveebbaa.. kvlevis dasawyebad meoreuli monacemebiT

xelmZRvanelobas kargi Sedegi moaqvs da xSirad misi saSualebiT xdeba prob-

lemis sabolood identificireba da miznebis gansazRvra. rogorc meoreuli

monacemebis SemTxvevaSi, aseve pirveladi monacemebis Segrovebis dros monace-

mebi unda iyos Sesatyvisi, zusti, axali da miukerZoebeli. cxrili 4.2

gviCvenebs, rom pirveladi monacemebis Segrovebis dros Semdegi gadawyvetile-


bebis miReba xdeba kvlevis saxeobis, dakavSirebis meTodis, SerCevis gegmisa da

kvlevis saSualebebis Sesaxeb.

kkvvlleevviiss ssaaxxeeoobbaa.. pirveladi monacemebis Segrovebis kvlevis saxeobebi aris

dakvirveba, gamokiTxva da eqsperimenti. ddaakkvviirrvveebbiiss dros xdeba pirveladi

monacemebis mopoveba Sesabamis xalxze, qmedebebsa da situaciebze dakvirvebiT.

magaliTad, SefuTuli samomxmareblo saqonlis marketologi SesaZloa

ewvios supermarkets da daakvirdes maRaziebSi moxetiale myidvelebs – Tu

rogor eZeben TavianTTvis saWiro saqonels, rogor amowmeben SefuTvas, ras

akvirdebian saqonlis SerCevisas da rogor iReben SeZenis gadawyvetilebas.

banki axali filialis gaxsnisas im arealSi akvirdeba SesaZlo adgilebs da

mdgomareobas, afasebs transportis moZraobasa da konkurenti bankebis filia-

lebis arsebobas. Fisher-Price-ma laboratoriac ki daaarsa, sadac axal saTa-

maSoebze patara bavSvebis reaqcias akvirdebian.

Fisher-Price-is saTamaSoebis gamosacdeli laboratoria aris

mziani, mimofantuli saTamaSoebiT savse garemo, sadac 1961 wlidan

iRbliani bavSvebi Fisher-Price-is saTamaSoebis sacdel modelebs

amowmeben. dRes sami biWi da sami gogo, yvela oTxi wlis asakis,

miiCqaris Sesasvlelisken. ori biWi mSvidad, magram sakmaod mtkiced,

eqaCeba axali, distanciuri marTvis manqanas – uaxles produqts.

gogonebi ki srialeben, raTa gaCerdnen patara Tojinebis saxlTan.

calmxrivad daburuli minis miRma ki saTamaSoebis dizainerebi

yuradRebiT Seiswavlian bavSvebis moZraobebs, xandaxan gamodian da

maTTan erTad TamaSoben kidec. laboratoriaSi saTamaSoebis Seqmna

da (Semowmebulis) ganadgureba harmoniulad erwymis erTmaneTs. am

bavSvebTan erTad rvakviriani ganxilvis Sedegad dizainerebi aTobiT

saTamaSos amowmeben da mouxerxebel modelebs iwuneben. amis Semdeg,

Sedegebis gadasinjvis Sedegad, am saTamaSoebidan bavSvebisaTvis yve-

laze misaRebi amoirCeva.11

ccxxrriillii 44..22 pirveladi monacemebis Segrovebis dagegmva

kkvvlleevviiss ddaakkaavvSSiirreebbiiss SSeerrCCeevviiss kkvvlleevviiss

ssaaxxeeoobbaa mmeeTTooddeebbii ggeeggmmaa ssaaSSuuaalleebbeebbii

dakvirveba fostiT amonakrebis erTeuli kiTxvari

gamokiTxva telefoniT amonakrebis zoma meqanikuri instrumentebi

eqsperimenti pirispir SerCevis procedura

internetiT

ddaakkvviirrvveebbaa

(Observational research)kvlevis saxeoba, rom-

lis drosac pirve-

ladi monacemebis

mopoveba xdeba

Sesatyvis xalxze,

qmedebebsa da situa-

ciebze dakvirvebiT.

■ dakvirveba: Fisher-Price-ma Seqmna saTamaSoebis gamosacdeli laboratoria, sadac mas SeuZlia daakvirdes patara bavSvebis

reaqciebs axal saTamaSoebze.


dResdReobiT, bevri kompania iyenebs eTnografiul kvlevas,rac mkvlevaris

mier momxmareblebisTvis maTsave `bunebriv garemoSi~ dakvirvebas gulisxmobs.

mkvlevarebi momxmarebels axlodan akvirdebian, raTa Seiswavlon, rogor

iyeneben da ras fiqroben isini gansazRvrul produqtsa Tu momsaxurebaze.

ganvixiloT Semdegi magaliTi.

oTxi wlis win, Sunbeam-s surda Tavisi Coleman-is brendis (kompa-nia cnobilia misTvis damaxasiaTebeli muqi mwvane SefuTuli

farnebiTa da wiTeli macivrebiT) gafarToeba gazze momuSave mayalis

gamoSvebiT. magram kompaniis menejmenti ver wyvetda, Tu rogori

dizainiT daemzadebinaT da bazris ra pozicia daekavebinaT. saaTobiT

Catarebuli fokus-jgufebisa da auracxeli kvlevis Sedegad

miRebuli monacemebi TiTqos sakmarisi ar iyo. `Cven vicodiT, rom

Zalian bevr adamians uyvarda mayalze Semwvari xorci, gansakuTrebiT

ki kacebs, _ ambobs Sunbeam-is marketologi, _ magram isini (momxmare-

blebi) am siyvarulis mizezs ver xsnidnen.~ Sunbeam-is menejmentma

daxmarebisaTvis eTnografiul kvlevas mimarTa. mkvlevarebma moimar-

jves kamerebi da am produqtis moxmarebis adgilisken gaeSurnen. es ki

saxlis ukana ezo aRmoCnda, sadac mayali dgas da madis aRmZvreli

mwvadebi iwveba. mayalis garSemo Sekrebil biWebze dakvirvebam da

maTi laparakis mosmenam gundi sabolood swor gzaze daayena: may-

alis mTavari datvirTva mxolod hamburgeris an hoT-dogis momzadeba

ar aris. is aris ojaxis Sekrebis `Tbili~ adgili. Sesabamisad,

Coleman-is mayalis dizaini da stimulireba ise SeirCa, rom potenciur

myidvelebSi ojaxis nostalgia gamoewvia. kompaniam grilis pozi-

cionireba moaxdina, rogorc `gantvirTvis rituali, rodesac xorcis

Sewva aris scena~, romelic `ukana ezos oazisSi~ xdeba. Coleman-is may-alma gayidvaSi gatanis pirvelive wels kompanias 50 milioni

dolaris Semosavali moutana. Sunbeam-is istoriaSi produqciis es

seria erT-erT yvelaze warmatebul nabijad iqca.12

xSirad, eTnografiuli kvleva iseTi saxis farul detalebs avlens, rom-

lebic tradiciuli fokus-jgufebisaTvis SeumCnevelia. momxmarebelTa

Sesyidvis qcevis ufro Rrmad gansaWvretad erT-erTma kompaniam sacalo

maRazia Seqmna, romelic eTnografiuli kvlevebis laboratoriis funqcias

atarebs (ix. marketingi muSaobis procesSi 4.1).

bevri kompaniis mier informaciis Segroveba meqanikuri dakvirvebiT xdeba,

rac danadgarebisa da kompiuterebis saSualebiT xorcieldeba. magaliTad,

Nielsen-is mediakvlevisas SerCeul saxlebSi, televizorebTan ayenebs mayureb-

lis sazoms (people meter), raTa Caiweros, vin romel programas uyurebs. sxva kom-

paniebi salaros angariSsworebis skaners iyeneben, raTa myidvelTa SenaZenebi

aRricxon. am monacemebis safuZvelze ki mwarmoeblebi da sacalod movaWreebi

afaseben gayidvebisa da TiToeuli maRaziis muSaobis maCveneblebs. kompania

MediaMetrix-i personalur kompiuterebze specialur programas ayenebs,romelic

momxmareblis mier nanax veb-gverdebs aRricxavs. amis safuZvelze ki qveyndeba

yvelaze reitinguli veb-gverdebis nusxa.

dakvirvebiTi kvlevis saSualebiT SesaZlebelia iseTi informaciis

mopoveba, romlis gadmocema momxmarebels an ar surs, an ar SeuZlia. zogierT

SemTxvevaSi, dakvirveba SesaZloa erTaderTi gza iyos saWiro informaciis

mosapoveblad. da piriqiT, zogjer rameze dakvirvebis warmoeba ubralod

SeuZlebelia, magaliTad, grZnobebze,damokidebulebaze, motivebsa da kerZo qce-

vaze. aseve rTulia xangrZlivi da iSviaTi qcevis Seswavlac. aseTi dabrkole-

bebis gamo mkvlevarebi, dakvirvebasTan erTad, monacemTa Segrovebis sxva

meTodebsac iyeneben.

ggaammookkiiTTxxvvaa aris pirveladi monacemebis SegrovebisaTvis yvelaze farTod

gamoyenebadi meTodi. igi aRweriTi kvlevisTvis monacemebis Sesagroveblad

saukeTeso midgomaa. kompanias, romelsac surs, Seityos xalxis codnis,

damokidebulebebis, upiratesobebis an Sesyidvis qcevis Sesaxeb, amis garkveva

xSirad pirdapiri gamokiTxvebis saSualebiT SeuZlia.

zogierTi firma marketologebs eerrTTwwyyaarrooiiaannii mmoonnaacceemmTTaa ssiisstteemmiiss

saSualebiT Sesyidvaze ufro amomwuravi informaciiT uzrunvelyofs. es sis-

temebi iwyeba momxmarebelTa panelebis (frTxilad SerCeul momxmarebelTa

ggaammookkiiTTxxvvaa (Surveyresearch)monacemebis Segro-

veba mosaxleobis

gamokiTxviT maTi

codnis, damokide-

bulebebis, upirate-

sobebisa da Sesyid-

vis qcevis Sesaxeb.

eerrTTwwyyaarrooiiaannii

mmoonnaacceemmTTaa ssiisstteemmaa

(Single-source datasystems)monitoringis eleq-

tronuli sistema,

romelic momxmareb-

lis reaqcias sate-

levizio reklamasa

da stimulirebaze

(gamovlenili e.w.

satelevizio mricx-

velebiT) akavSirebs

maT mier maRaziebSi

ganxorcielebul

SesyidvebTan (rom-

lebic ganisazRvreba

maRaziebSi ganTav-

sebuli sakaso ska-

nerebis CvenebebiT).


maSin rodesac kamerebi moZraobas afi-

qsireben, mikrofonebi TiToeul sity-

vas iWeren. yvela kunWulSi mokala-

Tebuli damkvirveblebi TiToeul

moZraobas iweren. es ra, kinoakademiis

dajildoebis wina proceduraa Tu

samefo ojaxze paparacebis TvalTva-

li? ara, es yovelive sacalo vaWrobis

maRazia OnceFamous-Si xdeba da damk-virveblebi da mikrofonebi momxmareb-

lebisA SeswavliT arian dakavebulni.

OnceFamous-i aris unikaluri eTno-

grafiuli laboratoria, sadac mom-

xmarebelTa qcevis Seswavla bunebriv

garemoSi xdeba. miuxedavad imisa,rom

misi dizaini Cveulebrivi sacalo

maRaziisaTvis damaxasiaTebelia, igi

nebismier gansazRvrebas imsaxurebs,

garda Cveulebrivisa. maRazia

OnceFamous-Si monawileebze Tvalyu-

ris devneba yvela kuTxidan xorciel-

deba. maSin,rodesac gamyidvelebi po-

tenciur myidvels esaubrebian,

eTnografebi Seminuli sarkeebidan

maTze dakvirvebas awarmoeben. maRaziis

TanamSromlebi – rogorc oTaxebSi,

aseve minis miRma – Seiswavlian momxma-

rebelTa kaprizebs, maRaziaSi xetia-

lsa da Sesyidvis qcevebs. maRaziaSi

monawileebs xuTi kamera adevnebs

Tvalyurs – afiqsirebs maT Rimilian

Tu moRuSul saxeebs. damaluli, sen-

soruli mikrofonebi iweren TiToeul

gamoTqmas, myidvelebis gamyidvelebi-

sadmi dasmul SekiTxvebs, megobrebTan

gakeTebul ukmayofilo komentarebs

da a.S. mogvianebiT ki mkvlevarebi naxu-

loben firs da TiToeuli myidvelis

qcevas aanalizeben.

miuxedavad imisa,rom yovelive es

momxmareblis piraduli samyaros xel-

yofas hgavs, aq ar dgas `ufrosi Zmis~

problema (`ufrosi Zma~ _ pirovneba,

romelic xalxis gakontrolebas cdi-

lobs). maRaziaSi SesamCnev adgilas

ganTavsebuli ganaTeba myidvelebs aty-

obinebs,rom maRazia `sacdel mdgoma-

reobaSi~ imyofeba. iseTi myidvelebi-

saTvis ki,romlebsac ara aqvT survi-

li, gaxdnen dakvirvebis sagani,dama-

tebiTi niSania ganTavsebuli warweriT

_ `gTxovT, gvewvioT am niSnis moxsnis

Semdeg~.

es 2003 kvadratul futze gadaS-

lili sacalo maRazia mineapolisSi

ganTavsebuli sareklamo saagento

Fame-is nawarmia. 2001 wlis bolos

qalaqis biznescentris gadatvirTul

samanqano estakadaze Fame-ma unika-luri kvleviTi laboratoria gaxsna.

ucnauri baliSebiTa da xelnakeTi niv-

TebiT daxunZluli maRazia sxvadasxva

kategoriis myidvelis yuradRebas iq-

ssaaccaalloo mmoovvaaWWrree OnceFamous-ii:: mmoommxxmmaarreebblleebbzzee ddaakkvviirrvveebbaa

mmaaTTTTvviiss CCvveeuull ggaarreemmooSSii

4.1

myidvelebze dakvirveba maTTvis Cveul garemoSi: OnceFamous-i aris sacalo maRazia, romelic momxmareblis qcevis

ukeT ganWvretisaTvis eTnografiuli laboratoriis rols asrulebs.

jgufebi, romlebmac mimdinare kvlevaSi monawileobaze Tanxmoba ganacxades)

gamokiTxviT. Semdeg gamokiTxuli momxmareblebis Sesyidvis procesisa da

sxvadasxva marketinguli saqmianobis eleqtronuli kontroli xorcieldeba.

gamokiTxvisa da monitoringis mier miRebuli monacemebis SerwymiT ukeTesi

warmodgena uyalibdeba kompanias momxmareblis niSan-Tvisebebze, damokide-

bulebebsa da Sesyidvis qcevaze.

gamokiTxvis mTavari upiratesoba moqnilobaa – misi gamoyeneba SesaZ-lebe-

lia bevr sxvadasxva situaciaSi da bevri sxvadasxva saxis informaciis mosa-


cevs. maRaziis Cveulebriv inventarTan

erTad, aq aris sacdeli produqtebis

cvalebadi asortimenti,dawyebuli

ornamentebidan,damTavrebuli Cvilis

sasacilo sportuli tansacmliT.

rodesac saqme exeba momxmarebelTa

kvlevas,OnceFamous-i uaryofs steri-lur,xelovnur oTaxebs,romlebic az-

rTa kvlevis dros gamoiyeneboda.

piriqiT,OnceFamous-is mkvlevarebi

myidvelebs maTTvis bunebriv garemoSi

akvirdebian. faqtobrivad,OnceFamous-isxva maRaziebis msgavsad funqcioni-

rebs – igi mudmivad `sacdel mdgoma-

reobaSi~ ar imyofeba da gayidvebidan

Semosavalsac ki iRebs. xSirad, aseTi

eTnografiuli kvlevebis dros iseTi

aRmoCenebi keTdeba,romelTa gamovle-

nasac tradiciuli gamokiTxva an

fokus-jgufi ver axerxebs.

Fame-sa da mis klientebs es maRa-

zia exmareba, gaigon fenomeni,rasac

myidveli hqvia. zogadad, sacalo mova-

Wreebma ician,Taroebze ra produqcia

aqvT ganTavsebuli da ra eyidebaT.

magram maT naklebad esmiT iseTi idu-

mali, xSirad aramyari yidvis proce-

sisa,romelic Taros salarosTan akav-

Sirebs. ra mizeziT aSterdeba

myidveli erT Taros, xolo mis gver-

diT mdgars ki Tvalsac ar Seavlebs.

ra aiZulebs adamians, xelSi aiRos

produqti,Seamowmos igi,ukan dados

da wavides, mogvianebiT dabrundes,

kvlav aiRos xelSi da bolos iyidos

igi? ra gavlenas axdens yidvis gadawy-

vetilebaze megobris, meuRlis an gam-

yidveli personalis Tuneblie an

gamiznuli komentari?

Fame-is mier Segrovebuli video

da audiomonacemebi marketlogebs ex-

mareba, momxmareblis Sesaxeb odnav uf-

ro meti Seityon. gaigon,Tu ra zegav-

lenas axdens masze sacalo maRaziaSi

sensoruli da socialuri miniSnebe-

bis siuxve. `Sesyidvis oTxmocdaaTi

procenti impulszea gaTvlili,_ acx-

adebs jeri questi, Fame-is strate-giuli ganviTarebis vice-prezidenti, _

gadawyvetilebis miRebisas Cven, marT-

lac, axlos vdgavarT myidvelTan”.

OnceFamous-is maRaziaSi TiToeuli

produqtis ganTavsebis xarji 40 000-

dan 200 000 dolaramde meryeobs.

miuxedavad imisa,rom OnceFamous-i

saxlis avejisa da saCuqrebis butikia,

sul raRac ramdenime dReSi mas sxva

kategoriis produqtebis maRaziad

gadaqceva SeuZlia.

OnceFamous-is eqsperimentebma sain-tereso detalebi gamoaaSkarava imis

Sesaxeb,Tu rogor dadis xalxi sayid-

lebze, magaliTad, gansxvaveba qalisa

da mamakacis yidvis midgomebs Soris.

`rodesac qali poulobs imas,rac

moswons, igi mas aTvalierebs, _ ambobs

questi, _ mamakaci ki imas uyurebs,ro-

gor aris igi damzadebuli da rogo-

ria misi konstruqcia. mamakaci dgas

da am sagans akvirdeba, magram qali

ver iTmens da saqonels xelSi atri-

alebs.” aseTi sxvaoba ukavSirdeba bav-

Svobis gamocdilebas. xSirad dedebi

eubnebian TavianT vaJebs,rom sayidleb-

ze siarulis dros Tavi unda Sei-

kavon da xelebi gaaCeron. Sedegad ki,

ukve zrdasrul asakSi, mamakacebi gul-

wrfeli SeTavazebis gareSe arcTu

xSirad iReben saqonels xelSi. qaliS-

vilebi ki,romlebic sayidlebze dede-

bTan erTad dadian, piriqiT, produqts,

dedebis msgavsad, misi Semowmebis Sede-

gad afaseben.

am Sedegebis gaTvaliswinebiT, bev-

ri maRazia cdilobs, qalsa da mama-

kacs sxvadasxvagvarad moemsaxuros.

iseTi maRaziebi,rogorebic aris

Brookstone da Sharper Image, romlebic

ZiriTadad mamakacebze arian orien-

tirebuli, produqtis dizainisa da

konstruqciis Sesaxeb detalur info-

rmacias uzrunvelyofen. maT ganTav-

sebuli aqvT maniSneblebi, sadac myid-

vels sTxoven,TiTi daaWiron Rilaks,

Seamowmon produqtis garkveuli funq-

cia da dasvan SekiTxvebi. amis sapiris-

pirod ki,Pottery Barn-i qalebis farTo

sazogadoebisTvis Tavis produqcias

mimzidvel iers aniWebs. myidvels sa-

Sualebas aZlevs, produqtebi sakuTar

saxlSi ganlagebuli warmoidginos,

ufro axlodan Seamowmos da aRmoa-

Cinos,risi `Tqma~ SeuZliaT maT.

erT-erTi kvlevisas aRmoCnda,rom

myidveli Zlier reagirebs ferebze.

Once Famous-is mkvlevarebma Caatares

eqsperimenti, ganaxorcieles sami cal-

keuli gayidva, samiveSi figurirebda

erTnairi saqoneli da erTnairi aR-

niSvnebi. maT Soris erTaderTi gansx-

vaveba iyo feri. lurji da mwvane aR-

niSvnebis mqone saqonelma marcxi gani-

cada, maSin rodesac wiTeli aRniS-

vnebis mqonem myidveli miizida. das-

kvna? myidvelisaTvis civi ferebi, maT

Soris lurji da mwvane, maRal fas-

Tan asocirdeba, xolo Tbili ferebi,

rogorebic aris wiTeli da yviTeli _

dabal fasebTan. myidveli imdenad did

yuradRebas aqcevs Tbil ferebs,rom

maRaziis siRrmeSi ganlagebuli wi-

Teli an yviTeli aRniSvnebi myidvels

izidavs.

erT-erTi sacalo movaWre ganic-

dida,rom maRaziaSi Sesuli myidveli

marjvniv wasvlis nacvlad marcxniv

iRebda gezs. zogadad, kvlevebi aCve-

nebs,rom 10 myidvelidan 9 maRaziaSi

Sesvlisas marjvniv uxvevs. OnceFamous-ma Caatara cda da maRaziis marcxena

mxares ganaTavsa buxari. aRmoCnda,rom

buxris gamo 10 myidvelidan 8 marcxniv

gaemarTa.

SesaZloa OnceFamous-i aris kvle-

vis aseTi saxeobis pirveli labora-

toria,magram igi sulac ar aris uka-

naskneli. analitikosebi varaudoben,

rom aseTi detaluri `sacalo eTno-

grafiuli~ laboratoriebis ricxvi

gaizrdeba,radgan sacalo maRaziebis

samyaro sul ufro konkurentuli

xdeba. momxmareblis qcevis ganWvretis

moTxovnilebis SesanarCuneblad Famegegmavs erTi analogiuri sacalo

maRaziis gaxsnas.

wwyyaarrooeebbii: keila kokmani, “The Company Store”,5 ivlisi, 2002, ixileT saitze

www.citypages.com/databank/23/1122/ statia

10444, asp; erik bardi, “Going Retail with MarketResearch”, Wired News, 8 agvisto, 2002, p.1; brushorovici, “Shop, You’re in Candid Camera”, USAToday., 5 noemberi, 2002, p.1B; timoTi hander-

soni, “Shopping Guinea Pigs”, Stores, 2002 wlis

dekemberi, ixileT saitze www.stores.org/archieves/archieves02.html; “Little Shop of Habits,”NACS (National Association of Convenience Stores)Online, 8 noemberi, 2002; stefani saimoni,

“Shopping with Big Brother”, Los Angeles Times, 2maisi, 2002, ixileT www.chikagotribune.com/tec-nology/chi-02502 shopping.story; informaciaSegrovebulia www.fameretail.com saitissaSualebiT, agvisto 2003; da Fame-isprezidentsa da mTavar kreatiul oficer

Tina vilkoqsTan gasaubrebis Sedegad.

poveblad. Tumca gamokiTxva garkveul problemebTanac aris dakavSirebuli.

zogjer respondentebi dasmul kiTxvebs ver pasuxoben, radgan ar axsovT an

arasdros dafiqrebulan imaze, ras an ratom akeTeben. adamianebma SesaZloa ar

isurvon maTTvis ucnob adamianTan gasaubreba an, maTi azriT, piradul

kiTxvebze pasuxis gacema. imisaTvis, rom ufro Wkviani da informirebuli

adamianis STabeWdileba datovon, respondentebma SesaZloa iseT kiTvebsac ki

upasuxon romlebzedac pasuxi ar ician an interviuerisaTvis sasurveli

pasuxebi gascen. dabolos, saqmianma adamianebma SesaZloa dro ar dakargon an

es gamokiTxva piradi samyaros xelyofad miiCnion.

maSin rodesac dakvirveba aRmoCeniTi kvlevis, xolo gamokiTxva ki

aRweriTi kvlevis warmoebis saukeTeso saSualebaa, eeqqssppeerriimmeennttiiss gamoyeneba

saukeTesoa mizezSedegobrivi kvlevis dros. eqsperimenti moicavs: kvlevis

mizanTan Sesatyvisi saeqsperimento jgufebis SerCevas, maTze sxvadasxvanair

zemoqmedebas, umniSvnelo faqtorebis kontrolsa da jgufebis sapasuxo reaq-

ciebis Sefasebas. amgvarad, eqsperimenti cdilobs, axsnas mizezisa da Sedegis

urTierToba.

magaliTad, meniuSi axali sendviCis damatebamde McDonald’s-ma SeiZleba

gamoiyenos eqsperimenti, rom gansazRvros ori SesaZlo fasis efeqti pro-

duqtis gayidvebze. mas SeuZlia axali sendviCi or sxvadasxva qalaqSi

sxvadasxva fasiT waradginos. Tu am qalaqebSi erTi da imave demografiuli

faqtorebis mqone momxmarebeli cxovrobs da orive qalaqSi erTi saxis eqspe-

rimenti Catarda, maSin dafiqsirebuli gansxvaveba sendviCis fasTan iqneba

dakavSirebuli.

ddaakkaavvSSiirreebbiiss mmeeTTooddeebbii.. onformaciis Segroveba SesaZlebelia fostis, telefo-

nis, pirispir gamokiTxvebis an eleqtronuli saSualebebis gamoyenebiT.

cxrili 4.3 TiToeuli dakavSirebis meTodis Zlier da sust mxareebs

gviCvenebs.

safosto gamokiTxvis saSualebiT SesaZlebelia didi moculobis infor-

maciis Segroveba. am dros erTi respondentisgan monacemebis Segrovebis xarji

dabalia. pirovnebam SesaZloa piradul SekiTxvebze ufro gulwrfeli

pasuxebi gasces safosto gamokiTxvisas, vidre ucnob interviuerTan pirispir

saubrisas. kidev erTi dadebiTi maxasiaTebeli aris is, rom interviueri

respondentis pasuxebze zegavlenas ar axdens. magram safosto gamokiTxva arc

ise moqnilia (SeuZlebelia respondentisTvis gaugebari kiTxvebis ganmarteba,

damatebiTi SekiTxvebis dasma da a.S.). safosto gamokiTxva xSirad did dros

moiTxovs da gamoxmaurebis procentic – srulad Sevsebuli da interviuerTan

ukan gagzavnili kiTxvarebis ricxvi – xSirad sakmaod dabalia. dabolos, mkvle-

vari safosto gamokiTxvas sakmarisad ver akontrolebs. Znelia, gaakontrolo,

Tu garkveul safosto misamarTze gagzavnili kiTxvari vin Seavso.

satelefono gamokiTxva aris informaciis swrafad Segrovebis erT-erTi

saukeTeso meTodi da, safosto gamokiTxvasTan SedarebiT, bevrad ufro

moqnili. interviuerebs SeuZliaT Zneli kiTxvebis ganmarteba da, miRebuli

pasuxebidan gamomdinare, zogierTi kiTxvis gamotoveba an maTi sxva

respondentisaTvis dasma. safosto gamokiTxvasTan SedarebiT, gamoxmaurebis

procenti ufro maRalia da interviuerebs SeuZliaT respondentebs saxeliTac

ki mimarTon.

satelefono gamokiTxvis warmoebisas erTi respondentisgan monacemebis

Segrovebis xarji ufro maRalia, vidre safosto gamokiTxvis dros. agreTve,

SesaZloa xalxma ar moindomos interviuerebTan piraduli sakiTxebis ganx-

ilva. es meTodi Sedegebis damaxinjebasac gulisxmobs – iman, Tu rogor

saubroben interviuerebi, rogor svamen kiTxvebs da sxva faqtorebma, SesaZloa

eeqqssppeerriimmeennttuullii

kkvvlleevvaa (Experimentalresearch)kvlevis saxeoba, ro-

melic moicavs: kvle-

vis mizanTan Sesat-

yvisi saeqsperimento

jgufebis SerCevas,

maTze sxvadasxvanair

zemoqmedebas, umniS-

vnelo faqtorebis

kontrolsa da jgu-

febis sapasuxo re-

aqciebis Sefasebas.

ccxxrriillii 44..33 dakavSirebis meTodebis susti da Zlieri mxareebi

ffoossttaa tteelleeffoonnii ppiirriissppiirr iinntteerrnneettii

mmooqqnniilloobbaa dabali kargi saukeTeso kargi

mmoonnaacceemmTTaa rraaooddeennoobbaa,, rroommeellTTaa kargi zomieri saukeTeso kargi

SSeeggrroovveebbaa SSeessaaZZlleebbeelliiaa

iinntteerrvviiuueerriiss eeffeeqqttiiss kkoonnttrroollii saukeTeso zomieri dabali zomieri

aammoonnaakkrreebbiiss kkoonnttrroollii zomieri saukeTeso zomieri dabali

mmoonnaacceemmTTaa SSeeggrroovveebbiiss ssiiCCqqaarree dabali saukeTeso kargi saukeTeso

ggaammooxxmmaauurreebbiiss pprroocceennttii zomieri kargi kargi kargi

xxaarrjjeebbii kargi zomieri dabali saukeTeso

wyaro: adaptirebulia wignidan Marketing Research: Measurement and Method, 7th ed., by Donald S. Tull and Dell Hawkins. saav-toro ufleba 1993 Macmillan Publishin Company-is.


respondentebis pasuxebze gavlena iqonios. dabolos, sxvadasxva interviuerma

SesaZloa pasuxebi sxvadasxvanairad axsnas da Caweros. drois simciris gamo

ki zogierTma interviuerma respondenti SeiZleba bolomde arc ki gamokiTxos

da pasuxi, motyuebiT, TviTon Caweros.

pirispir gamokiTxva orgvaria – individualuri da jgufuri. pirispir

individualuri gamokiTxva gulisxmobs xalxTan gasaubrebas saxlebSi an

ofisebSi, quCaSi an maRaziebis galereaSi. intervius warmoebis es forma

moqnilia. momzadebul interviuerebs SeuZliaT gamokiTxvis marTva, rTuli

kiTxvebis ganmarteba da,garemoebebidan gamomdinare, axali sakiTxebis aRmoCena.

maT SeuZliaT produqtis, reklamis an SefuTvis nimuSebis Cveneba da reaqciasa

an qcevaze dakvirveba. Tumca individualuri interviu SesaZloa samjer da

oTxjer metad xarjiani aRmoCndes, vidre satelefono interviu.

pirispir jgufuri interviu – momzadebuli moderatori jgufTan,

romelic 6-dan 10 adamians iTvlis, saubrobs produqtis, momsaxurebis an orga-

nizaciis Sesaxeb. rogorc wesi, monawileebi daswrebisaTvis mcire gasamrje-

los iReben. moderatori awarmoebs Tavisufal da laR diskusias, im imediT,

rom jgufis urTierTqmedeba gamoaaSkaravebs realur grZnobebsa da azrebs.

imavdroulad, moderatori garkveul sakiTxebze amaxvilebs yuradRebas (ganx-

ilvis `fokusirebas~). aqedan wamovida am meTodis saxeli ffookkuuss--jjgguuffiiss

iinntteerrvviiuu.. mkvlevarebi da marketologebi fokus-jgufis diskusias calmxrivad

daburuli minis saSualebiT akvirdebian da Semdgomi SeswavlisaTvis

komentarebs iweren rogorc werilobiT, aseve videoteqnikis gamoyenebiT.

momxmareblebis azrebisa da grZnobebis

gansaWvretad fokus-jgufis gamokiTxva marketinguli

kvlevis erT-erT mTavar iaraRad iqca. fokus-jgufis

Catarebisas, droisa da xarjebis dazogvis mizniT, mcire

amonakrebze xdeba kvleva. Sesabamisad, Sedegebis gavr-

coba mTel populaciaze Znelia. imis gamo, rom pirispir

interviuebis dros interviueri meti TavisuflebiT

sargeblobs, Sedegebis damaxinjebis albaTobac

maRalia.

dRes bevri mkvlevari cvlis fokus-jgufebis

Catarebis gzebs. zogierTi maTgani videokonferenciis

teqnologias iyenebs, raTa SeZlos manZiliT daSo-

rebuli marketologebis fokus-jgufis monawileebTan

pirdapiri CarTviT dakavSireba. kamerebisa da ormxrivi

mosasmeni sistemebis gamoyenebiT moSorebiT mdebare

darbazSi myof marketologebs SeuZliaT usminon da

uyuron, agreTve, survilisamebr, daakvirdnen rogorc

axlo xediT TiToeul saxes, aseve saerTo xediT mTel

jgufs. zogi mkvlevari cvlis im garemos, sadac fokus-

jgufi tardeba. momxmarebelTa gantvirTvisa da ufro

realuri pasuxebis misaRebad isini qmnian ufro kom-

fortulsa da gamosakvlevi produqtisaTvis ufro

Sesaferis garemocvas. magaliTad, sasurvelia, kulinari-

uli produqtebisaTvis fokus-jgufis Catareba sam-

zareulos garemoSi moxdes. an saxlis mowyobisaTvis

fokus-jgufi misaRebi oTaxis interierSi ganTavsdes.

erT-erTi kvleviTi kompania sTavazobs misaRebi oTaxis,

bavSvebis saTamaSo oTaxis, barisa da sasamarTlo dar-

bazis msgavs interierebsac ki.

dRes zogierTi kompania fokus-jgufis diskusiebs

Ria cis qveS awarmoebs. kolejis studentebisaTvis

gankuTvnili axali produqtis Seqmnamde Target-maswored am xerxs mimarTa.

imisaTvis, rom gaegoT kolejis studentebis

Sexeduleba saerTo sacxovreblis oTaxebisTvis

SesaZeni nivTebis Sesaxeb, Target-ma fokus-jgufebis

Casatareblad sakonsultacio kompania JumpAssociates-i daiqirava. Jump-ma umaRles skolaSi

`gasarTobi saRamoebi~ daafinansa, sadac miwveuli

ffookkuuss--jjgguuffiiss

iinntteerrvviiuu (Focus groupinterviewing)pirispir gamokiTxva,

romelic gulis-

xmobs 6-10 adamianis

ramdenime saaTiT

Tavmoyras, momzade-

bul interviuerTan

erTad, produqtis,

momsaxurebisa da

organizaciis Sesa-

xeb sasaubrod. inte-

rviueri jgufis dis-

kusiis fokusirebas

axdens mniSvnelovan

sakiTxze.


■ fokus-jgufis axali qseli: kolejSi Semsvleli

studentebisaTvis axali pqroduqciis Seqmnamde Target-madaafinansa `gasarTobi saRamoebi~ umaRles skolaSi,

sadac miiwvies rogorc kolejis pirvelkurselebi,

aseve meorekurselebi,romlebic kargad icnobdnen sa-

erTo sacxovreblis pirobebs. imisaTvis,rom gaegoT

TineijerTa Sexeduleba saerTo sacxovreblis Sesa-

xeb, Jump-ma moifiqra samagide TamaSi,romelic ko-

lejSi SesvlasTan dakavSirebul sakiTxebs moicavda.


oonnllaaiinnmmaarrkkeettiinngguullii

kkvvlleevvaa (Onlinemarketing research)internetgamokiTxve-

bisa da onlainfokus-

jgufebis meSveobiT

pirveladi monaceme-

bis mogroveba

aammoonnaakkrreebbii (Sample)populaciis erTi

segmenti, romelic

SerCeulia mTliani

populaciis war-

mosadgenad.

iyvnen rogorc kolejis pirvelkurselebi, aseve meorekurselebi, rom-

lebic saerTo sacxovreblis pirobebs kargad icnobdnen. rom gaegoTineijerTa Sexeduleba saerTo sacxovreblis Sesaxeb, Jump-mamoifiqra samagido TamaSi, romelic kolejSi SesvlasTan

dakavSirebul sakiTxebs moicavda. TamaSi bunebrivad warimarTa

kolejSi cxovrebis Sesaxeb araformaluri saubriTa da kiTxvebiT. am

process ki Jump-is mkvlevarebi gverdidan akvirdebodnen, xolo

videokamera ki iwerda. kvlevam gaamarTla. gasul wels Target-magamouSva ramdenime produqti, romlebic kolejis studen-tebisaTvis

iyo gamiznuli: samzareulo erT ko-lofSi (kolejis pirobebSi

saWmlis mosamzadeblad saWiro ZiriTadi aqsesuarebi), abazana erT

kolofSi, samrecxao CanTa da a.S.13

sakomunikacio teqnologiebis ganviTarebam respon-dentebTan dakavSirebis

axali gzebi gamoavlina. erT-erTi maTgani aris satelefono gamokiTxva kompi-

uteris daxmarebiT (Computer-Assisted Telephone Interviewing (CATI)), romlis drosac

interviueri zis kompiuterTan, ekranze amosul kiTxvebs telefoniT ukiTxavs

respondents da misi pasuxebi kompiuterSi Seaqvs. meore aris (CompletelyAutomated Telephone Surveys (CATS)) avtomaturi satelefono gamokiTxva, rodesac

respondetebTan kompiuteri rekavs da winaswar Caweril kiTxvebs usvams.

pasuxebi Seyvanilia xmis an telefonis sensoruli panelis saSu-alebiT. sxva,

maRali teqnologiis meTodebs gane-kuTvneba: fostiT dagzavnili diskebi,

gamokiTxva eleqtronuli fostiT da kompiuterze dafuZnebuli gamokiTxva

faqsiT.14

marketingul kvlevaze zegavlena internetmac moaxdina. marketologebi

pirveladi monacemebis SegrovebisaTvis sul ufro xSirad iyeneben axal

meTods – oonnllaaiinnmmaarrkkeettiinngguull kkvvlleevvaass –– internetiT gamokiTxvebi, internetiT

eqsperimentebi da onlain-fokus-jgufebi. tradiciul meTodebTan SedarebiT,

onlainfokus-jgufebis upiratesobaa dabali xarji, respondentebTan siaxlove

da procesis siswrafe. TumcaRa, miuxedavad imisa, rom onlainkvleva sakmaod

damaimedebelia da zogierTi analitikosi imasac ki amtkicebs, rom sul male

marketinguli kvlevis umTavresi iaraRi interneti gaxdeba. sxvebs amasTan

dakavSirebiT ufro frTxili mosazreba gaaCniaT. internetis saSualebiT mar-

ketinguli kvlevis warmoebis upiratesobebi, uaryofiTi mxareebi da perspeq-

tivebi ganxilulia CanarTSi _ marketingi muSaobis procesSi 4.2.

SSeerrCCeevviiss ggeeggmmaa.. xSirad, daskvnebi momxmarebelTa didi jgufis Sesaxeb keTdeba

populaciis patara amonakrebis Seswavlis safuZvelze.. aammoonnaakkrreebbii aris popu-

laciis erTi segmenti, romelic SerCeulia mTliani populaciis warmosadge-

nad. idealuri amonakrebi aris warmomadgenlobiTi amonakrebi, rac marke-

tologebs swor Sefasebas aZlevs ufro didi populaciis fiqrebsa da

qcevebze.

amonakrebis SerCevisaTvis saWiroa sami saxis gadawyvetilebis miReba.

pirveli _ vin unda iqnas gamokiTxuli? (romeli amonakrebis erTeuli?) am

kiTxvaze naTeli pasuxis gacema yovelTvis ar aris SesaZlebeli. magaliTad,

saojaxo avtomobilis SesyidvisaTvis gadawyvetilebis miRebis procesis

Sesaswavlad mkvlevarma unda gaigos qmris, colis, ojaxis sxva wevrebis, dile-

rebisa Tu yvelas azri? mkvlevarma unda gadawyvitos, ra informacia sWirdeba

da vin ufro kompetenturia amisaTvis.

meore _ ramdeni adamiani unda gamokiTxon? (amonakrebis sididis

gansazRvra). ufro didi amonakrebi bevrad ufro utyuar Sedegebs iZleva,

vidre patara,Tumca utyuari Sedegebis misaRebad aucilebeli ar aris mTliani

miznobrivi bazris an Tundac misi didi nawilis SerCeva. xSirad, kargad

SerCeuli mosaxleobis Tundac erT procentze naklebi amonakrebi sakmaod

utyuar Sedegebs iZleva.

mesame _ rogor unda moxdes xalxis SerCeva amonakrebisaTvis? (SerCevis

rogori procedura aris saWiro?) cxrilSi 4.4 mocemulia amonakrebis

sxvadasxva tipi. albaTobiT SerCeuli amonakrebisas populaciis TiToeul

wevrs aqvs Tanabari Sansi, amonakrebSi moxvdes da mkvlevarebs SeuZliaT

SerCevis cdomilebis sandoobis zRvrebis gamoTvla. magram, rodesac

SemTxveviTi SerCeva did xarjebsa da did dros moiTxovs, marketologebi

xSirad miznobrivad SerCeuli amonakrebis meTods mimarTaven, miuxedavad imisa,


rom am SemTxvevaSi SerCevis cdomilebis gamoTvla SeuZlebelia.

kkvvlleevviiss ssaaSSuuaalleebbeebbii.. pirveladi monacemebis Segrovebisas mkvlevarebs

SeuZliaT gamoiyenon kvlevis ori saSualeba – kiTxvari da meqanikuri instru-

mentebi. kiTxvari yvelaze miRebuli saSualebaa, miuxedavad imisa, warimarTeba

igi pirispir, fostis, telefonisa Tu eleqtronuli saSualebebis gamoyenebiT.

kiTxvarebi sakmaod moqnilia. arsebobs kiTxvebis dasmis bevri gza. daxu-

ruli tipis kiTxvebi moicavs yvela SesaZlo pasuxs da subieqts maTgan erT-

erTis amorCevis saSualeba aqvs. aseTi kiTxvaris magaliTia ramdenime sava-

raudo pasuxis mqone kiTxvebi da e.w. skalirebuli kiTxvebi. Ria kiTxvebi _

respondents saSualeba eZleva, kiTxvebs sakuTari sityvebiT gasces pasuxi.

magaliTad, aSS-is samxreT-dasavleTis aeroportebis Sesaxeb gamokiTxvisas

momxmarebels SesaZloa aseTi ubralo SekiTxviT mimarTon: `ras fiqrobT

samxreT-dasavleTis aeroportebis Sesaxeb?~ an SesaZloa xalxs aseTi

winadadebis dasruleba sTxovon: `aeroportis SerCevisas, yvelaze metad

viTvaliswineb...~ aseTi da sxva tipis Ria kiTxvebi xSirad ufro informaciu-

lia, vidre daxuruli tipis kiTxvebi, radgan pasuxis gacemisas respondenti ar

aris SezRuduli. Ria kiTxvebi gansakuTrebiT aRmoCeniTi kvlevis warmoebisas

gamoiyeneba, rodesac mkvlevari cdilobs, gaigos, rogori tipis adamianebi

fiqroben ase da ara ramdeni adamiani iziarebs aseT Sexedulebas. meore mxriv,

daxuruli tipis kiTxvebiT miRebuli monacemebis gageba da maTi cxrilSi

ganTavseba bevrad ufro advilia.

mkvlevarebma aseve unda izrunon kiTxvebis sityvier formulirebasa da

maT Tanmimdevrobaze. maT unda gamoiyenon martivi, pirdapiri da miukerZoebeli

sityvebi. kiTxvebi ganlagebuli unda iyos logikuri TanmimdevrobiT.

pirvelma SekiTxvam SeZlebisdagvarad unda daainteresos respondenti, xolo

rTuli da piraduli kiTxvebi boloSi unda ganTavsdes, raTa respondenti ar

dafrTxes. rogorc wesi, uyuradRebod momzadebuli kiTxvari bevr Secdomas

Seicavs (ixileT cxrili 4.5).

miuxedavad imisa, rom kiTxvarebi kvlevis yvelaze miRebuli iaraRia,

momxmarebelTa qcevis gasakontroleblad mkvlevarebi agreTve iyeneben

meqanikur iaraRebsac, rogorebic aris supermarketis skanerebi da mayureblis

sazomi. zogi meqanikuri mowyobiloba ki subieqtis fiziologiuri reaqciis

gasazomad gamoiyeneba. magaliTad, galvanometri _ emociuri aRgznebis dros

wuTSi gaoflianebis xarisxs zomavs. misi saSualebiT SesaZlebelia pro-

duqciis an reklamis xilvisas gamovlenili interesis an emociis siZlieris

gazomva. Tvalis kamerebi gamoiyeneba respondentebis Tvalis moZraobis

Sesaswavlad, imis gasagebad, Tu pirvelad raze da ramden xans SeCerda momx-

ccxxrriillii 44..44 amonakrebis tipebi

aallbbaaTToobbiiTT SSeerrCCeeuullii aammoonnaakkrreebbii

martivi SemTxveviTi amonakrebi mosaxleobis TiToeul wevrs seleqciis Tanabari Sansi

gaaCnia.

stratificirebuli SemTxveviTi mosaxleoba dayofilia urTierTgamomricxav jgufebad

amonakrebi (rogoric aris asakobrivi jgufebi) da TiToeuli jgu-

fidan irCeva SemTxveviTi amonakrebi.

klasteruli (adgilobrivi) mosaxleoba dayofilia urTierTgamomricxav jgufebad

amonakrebi (magaliTad, kvartlebis mixedviT) da interviusaTvis

mkvlevari jgufis amonakrebs adgens.

mmiizznnoobbrriivvaadd SSeerrCCeeuullii aammoonnaakkrreebbii

moxerxebuli amonakrebi informaciis mopovebisTvis mkvlevari mosaxleobisagan

misTvis yvelaze mosaxerxebel wevrebs irCevs.

msjelobiTi amonakrebi mkvlevari sakuTari Sexedulebisamebr irCevs mosaxleo-

bis wevrebs, romlebic zusti informaciis misaRebad

perspeqtiulebi arian.

kvotirebuli amonakrebi arsebuli ramdenime kategoriidan mkvlevari axdens gan-

sazRvruli raodenobis respondentis gamokiTxvas.


mas Semdeg,rac sul ufro meti momx-

marebeli iyenebs internets, gaizarda

marketologebis mier onlainmarketi-

nguli kvlevebis gamoyenebis inten-

sivoba. dRes marketingul kvlevebze

daxarjuli Tanxebis 8 procenti on-

lainkvlevebze modis da momavalSi

mosalodnelia am cifris zrda.

tradiciul gamokiTxvasa da fo-

kus-jgufebTan SedarebiT,onlainkvl-

eva realur upiratesobebs sTavazobs,

romelTagan yvelaze aSkara aris sisw-

rafe da dabali fasebi. onlainfokus-

jgufebi winaswar dagegmvas saWiroebs,

magram mas praqtikulad momentaluri

Sedegebi moaqvs. onlaingamokiTxva

sul raRac ramdenime dResa Tu kvira-

Si sruldeba. magaliTad, ganixileT

ualkoholo sasmelebis kompaniis mier

Catarebuli ukanaskneli onlaingamo-

kiTxva,romlis mizani iyo axal Sefu-

Tvaze Tineijerebis Sexedulebis Se-

mowmeba. 10-15-wuTian internetgamokiT-

xvaSi Sedioda aTobiT kiTxva da iarli-

yis, boTlis formisa da msgavsi maCve-

neblebis 765 sxvadasxva gamosaxuleba.

sam-oTxdRian gamokiTxvaSi 600 Tine-

ijeri monawileobda. misi detaluri

analizi pasuxebis miRebidan zustad 5

dRis Semdeg gaxda SesaZlebeli. amis

msgavsad,dRes ukve Hershey Foods-i axali

produqtis testirebas internetgamo-

kiTxvis saSualebiT apirebs. maSin,ro-

desac safosto gamokiTxvis dasrule-

bas eqvsi an meti kvira sWirdeboda,

onlainSedegebis Segroveba or kvira-

Si an ufro nakleb droSi aris

SesaZlebeli.

internetkvlevebi SedarebiT mci-re

xarjebTanac aris dakavSirebuli. mon-

awileebs msoflios nebismieri

kuTxidan SeuZliaT CaerTon fokus-

jgufebSi,riTac dazogaven mgzavro-

bis,registraciisa da sxva xarjebs.

gamokiTxvebisaTvis interneti bevr sa-

fosto, satelefono, samuSao da sabeWd

xarjebs amcirebs. `eleqtronuli

kvlevis xarjebi 10-dan 80 procentamde

ufro dabali SeiZleba iyos, _ acxa-

debs tom jonsoni,NPG Group-is Tavj-

domare,firmis,romelic onlainkvle-

vebs atarebs. ufro metic, amonakrebis

zomas mis xarjebze mciredi gavlenis

moxdena SeuZlia. `roca laparakia in-

ternetze, arcTu didi gansxvavebaa 10-

sa 10000-s respondents Soris~, _ am-

bobs jonsoni.

onlaingamokiTxva da fokus-jgufi

aseve saukeTeso saSualebaa rTulad

misawvdom respondentebTan _ mouxel-

Tebel TineijerebTan,dauojaxebel pi-

rebTan, mdidar da ganaTlebul audien-

ciasTan urTierTobaSi. `maTTan dakav-

SirebisaTvis es sakmaod sando xer-

xia... eqimebi, advokatebi, xalxi,romleb-

Tan dakavSirebac TqvenTvis sakmaod

rTulia,radgan isini gamokiTxvebSi

monawileobis miRebiT ar arian dain-

teresebulni, _ ambobs pol jefersoni,

Greenfield Online-is aRmasrulebeli, _ es

saqmiani dedebisa da saqmiani cxovre-

bis wesis mimdevari pirovnebebisTvi-

sac kargi saSualebaa. maT aseT kvle-

vaSi monawileoba SeuZliaT sakuTar

garemoSi.~ interneti kargi saSualebaa

qveynis sxvadasxva kuTxeSi mimofantu-

li adamianebis Sesakrebad, gansakuT-

rebiT ki maRali Semosavlis mqone

pirebis,romlebic mogzaurobisTvis

ver iclian.

marketingul kvlevebSi internetis

oonnllaaiinnmmaarrkkeettiinngguullii kkvvlleevvaa

4.2

sul ufro bevri kompania awarmoebs Tavis marketingul

kvlevebs internetis gamoyenebiT. sareklamo kompania

Greenfield-is aRmasruleblis sityvebis Tanaxmad, aseTma

kvlevebma ukve dajabnes tradiciuli kvlevis meTodebi.

mareblis Tvali. qveviT moyvanilia axali teqnologiebis magaliTebi, romelTa

saSualebiT xdeba momxmareblis emociuri da fizikuri reaqciebis ganWvreta.15

emociebis gamomsaxveli saxis gamometyvelebis meqanikuri

pasuxebi male komerciul realobad iqceva. momxmareblis saxis

gamometyvelebisa da moZraobis (Tvalebisa da piris areSi)


gamoyenebas garkveuli dabrkolebebic

axlavs Tan. pirveli,jer kidev bevri

momxmarebeli ar aris CarTuli inter-

netSi, es ki arTulebs kvlevis iseTi

SerCevis gakeTebas,romelic amerikel-

Ta farTo profils warmoadgens. da

mainc, internetis gamoyenebis zrdasTan

erTad,onlainkvlevebis gamoyenebac

izrdeba. magaliTad,General Mills-i mom-xmarebelTa kvlevebis 60 procents in-

ternetis ganoyenebiT awarmoebs. amis

Sedegad ki misi xarjebi 50 procentiT

aris Semcirebuli. UPS-ic intensiurad

iyenebs onlainkvlevebs. `Cveni momxma-

rebelTa 40-50 procenti internetSi

aris CarTuli, ase rom, es sakmaod

logikuria~, _ ambobs jon gilberti,

UPS-is marketinguli kvlevebis mene-

jeri. misi azriT,tradiciul da ele-

qtronul gamokiTxvebs Soris aris ra-

Rac mciredi gansxvaveba da eleqtro-

nuli kvleva bevrad ufro swrafia da

nakleb xarjebTan aris dakavSirebuli.

eleqtronuli kvlevis mTavari

problema aris is,rom SeuZlebelia

gaakontrolo is, vinc amonakrebSi

xvdeba. tom grinbaumi,Group Plus-isprezidenti, ixsenebs New Yorker-is mul-

tiplikaciur films, sadac ori ZaRli

kompiuterTan zis: ìnternetSi aravin

icis,rom Sen ZaRli xar, _ eubneba er-

Ti meores, _ Tu ver xedav im pirov-

nebas,romelsac ekontaqtebi, saidan

ici, vin aris igi realurad?~ _ dasZens

is. amonakrebebsa da pasuxebTan dakav-

Sirebuli aseTi problemebis gadasa-

laxavad onlainkvlevebis bevri kompa-

nia iyenebs sxvadasxva sawevro respon-

dentTa panelebs. magaliTad,GreenfieldOnline moicavs 1.3 milioni wevrisgan

Semdgar internetze dafuZnebul res-

pondentTa panels. aseTi respondente-

bis monawileoba da nebismier dros

pasuxis gacemis SesaZlebloba gamox-

maurebis maRal procents uzrunvely-

ofs. ukanasknel wlebSi satelefono

gamokiTxvis gamoxmaurebis procenti

14 procentamde daeca,rodesac eleq-

tronuli gamokiTxvisas 40 procents

da met maCvenebelsac ki miaRwia.

`maSinac ki,rodesac Tqven Sesafe-

ris respondents waawydebiT,onlain-

gamokiTxva da fokus-jgufi naklebad

dinamikuria pirovnuli midgomisaTvis,

_ ambobs grinbaumi, _ SesaZloa xalxi

internetis saSualebiT erTmaneTTan

saubrobs da TamaSobs, magram sul

sxvaa,rodesac uSualod uyureb ideiT

aRfrTovanebul adamianebs.~ virtua-

luri samyaro moklebulia tradiciu-

li fokus-jgufis kvlevisaTvis damaxa-

siaTebel iseT pirdapir personalur

urTierTqmedebas,rogorebic aris viz-

ualuri kontaqti da sxeulis ena (bodylanguage). internetis formati –Sablonuri komentarebi da eleqtro-

nuli èmociis gamomxatveli suraTe-

bi~ (punqtuaciis niSnebi,romlebic

emocias gamoxatavs,rogoric aris :-)

sixarulis aRmniSvneli niSani) _ sak-

maod zRudavs respondentis eqspresiu-

lobas.

Tumca teqnologiis iseTi intensi-

uri progresi,rogoric aris animaciis,

audio, videonakadisa da virtualuri

garemos integracia, SezRudvebis daZ-

levisaTvis sakmaod kargi pirobaa.

`marketinguli onlainkvlevis arcTu

ise Soreul momavalSi respondentebs

SesaZlebloba eqnebaT,Secvalon, gaadi-

don da marTon (magaliTad,Secvalon

feri an zoma) samganzomilebiani pro-

duqti. isini SeZleben virtualuri

maRaziebis daTvalierebas,Taroebidan

saqonlis aRebas da misi funqciebis

Semowmebas.~

internetkvlevis dros anonimuro-

bac garantirebulia, Sedegad pasuxebi

naklebad frTxili da meted gulwr-

felia xolme, gansakuTrebiT iseTi Te-

mebis ganxilvisas,rogorebicaa Se-

mosavali,janmrTelobis mdgomareoba,

cxovrebis stili da sxva mgrZnobiare

sakiTxebi. `klaviaturas amofarebuli

adamianebi bevrad ufro gabedulebi

arian~, _ ambobs erT-erTi mkvlevari.

meore ki amtkicebs:

àrsebobs kiTxvebi, romelTa ga-

goneba, ubralod, ar gsiamovnebT

(`ra Tanxa daxarjeT gasul Tves sa-

fondo birJaze?~), an kiTxvebi, rom-

lebzec pasuxis gacema ar gsurT,

Tu amas TqvenTvis sruliad ucnobi

ada-miani gekiTxebaT (`kviraSi ram-

denjer gaqvT seqsi?~). internetgamo-

kiTxvebSi ki aseT SekiTxvebze, ro-

gorc wesi, sakmaod gulwrfel

pasuxebs iReben. erTxel vcade da

Cavatare ori erTnairi gamokiTxva:

erTi maRaziebSi, xolo meore in-

ternetSi. kiTxva ase iyo dasmuli:

`kviraSi ramdenad xSirad banaobT

an iRebT Sxaps?~ maRaziebSi Catare-

buli gamokiTxvisas gamoirkva, rom

es maCvenebeli saSualod 6.2-jers

udrida, maSin rodesac internetis

gamokiTxvam aCvena 4.2. albaT, ufro

gulwrfeli da logikuri pasuxe-

bia.~

onlainmkvlevarebisaTvis yvelaze

mwvave sakiTxi SesaZloa iyos maTi da-

mokidebuleba momxmareblis konfiden-

cialobisadmi. kritikosebi SiSoben,

rom respondentebis misazidad on-

lainmkvlevarebi maT eleqtronuli

fostis yuTebs usargeblo informa-

ciiT amoavseben. maTi azriT, arsebobs

imis saSiSroeba,rom kvlevis damTav-

rebis Semdeg produqciis gayidvis

mizniT isini gamoiyeneben gamokiTxvis

Sedegad miRebul el-fostis misamar-

Tebs da konfidencialur pasuxebs. ma-

Ti interesis sagans warmoadgens ele-

qtronuli agentebis funqcia (Spambots-ian Spider-i),romlebic respondentis

Tanxmobis gareSe agroveben person-

alur informacias. aseTi konfiden-

cialuri sakiTxebis ararsebobam

SesaZloa momxmarebeli gaaRizianos,

misi TanamSromlobis survili Seamci-

ros da mTavrobis intervencia gazar-

dos.

miuxedavad imisa,rom mkvlevarebi

iziareben mosazrebas imis Taobaze,

rom onlainkvleva verasodes Secvlis

tradiciul kvlevas,zogierTi am sa-

kiTxs sakmaod didi optimizmiT uyu-

rebs. magram sxvebi mas ufro meti sif-

rTxiliT udgebian. àT weliwadSi

nacionaluri satelefono gamokiTxva

kvlevis meTodologiis folklorad

iqceva~, _ acxadebs erT-erTi eqsperti.

ès,cota ar iyos, adrea, _ ambobs meo-

re, _ magram 20 weliwadSi ki es gar-

dauvalia.~

wwyyaarrooeebbii:: “Market trends: Online Research Growing,”ixilieT saitze www.greenfielfcentral.com/research_solution/rsch_solns_main.htm, ivlisi 2003.

p. merfi, “Interactive Research,” Marketing News, 1997wlis 20 ianvari, pp. 1, 17; “NFO Executive SeesMost Research Going to Internet,” Advertising Age,1997 wlis 19 maisi, p. 50; noa satmani, “WebEnhanced Market Research,” Advertising Age, 2001wlis 18 ivnisi, p. T18; Tomas v. mileri,

“Make the Call: Online Results are Are Mixed Bag,”Marketing News, 2001 wlis 24 seqtemberi, pp.

30-35; katerin arnoldi, “Hersey Research SeesNet Gain,” Marketing News, 2003 wlis 25 noem-

beri, p. 17; beT maki, “Online Privacy Critical toResearch Success,” Marketing News, 2002 wlis 25

noemberi, p. 21; da nina m. rei da Serontabori, “Cybersurveys Come of Age,” MarketingResearch, 2003 wlis gazafxuli, pp. 32-37.

dafiqsirebiT da monacemTa bazaSi arsebuli saxis gamometyvelebis

nimuSebTan SedarebiT kompiuteri qvecnobier emociebs amoicnobs.

rodesac xandazmuli kaci bankomatis ekrans miaSterdeba, Sriftis

zoma TiTqmis myisve ormagdeba. savaWro centrSi kioskTan mdgari

qali ki turistuli reklamis danaxvisas iRimeba da TiTqos elodeba,


ccxxrriillii 44..55 arasrulfasovani kiTxvari

warmoidgineT, rom sazafxulo banakis direqtorma banakis momavali damsveneblebis

mSoblebis gamokiTxvisaTvis moamzada Semdegi kiTxvari. rogor SeafasebT TiToeul

SekiTxvas?

11.. ramdeni aseuli dolaris farglebSi meryeobs Tqveni Semosavali? _ rogorc wesi,

xalxma ar icis, ramdeni aseuli dolaris farglebSi meryeobs maTi Semosavali da

ase Riadac ar uyvarT TavianTi Semosavlis Sesaxeb saubari. ufro metic, mkvlevarma

gamokiTxva aseTi piraduli kiTxviT arasdros ar unda daiwyos.

22.. Tqveni Svilebis Ramis gasaTevi banakis dasafinanseblad ramdenad Zlieri an susti

SesaZlebloba gagaCniaT? _ ras niSnavs `Zlieri~ an `susti~?

33.. kargad iqcevian Tu ara Tqveni bavSvebi sazafxulo banakebSi? diax ( ) ara ( ) _ ìqce-

vian~ SedarebiTi terminia. ufro metic, `diax~ da àra~ aris Tu ara saukeTeso

arCevani am kiTxvisaTvis? amas garda, iqneba Tu ara am kiTxvaze xalxis pasuxebi

gulaxdili da obieqturi? ratom unda dasvaT aseTi kiTxvebi pirvel rigSi?

44.. ramdenma banakma mogawodaT literatura fostis saSualebiT gasul wels? am wels?

_ vis emaxsovreba es?

55.. sazafxulo banakebis Sefasebisas romelia TqvenTvis yvelaze gamorCeuli da

gadamwyveti faqtori? _ ras niSnavs `gamorCeuli~ da `gadamwyveti~ faqtori? CemTan

nu gamoiyenebT maRalfardovan sityvebs!

66.. Tqveni azriT, sworia Tu ara Tqveni SvilisaTvis sazafxulo banakSi SeZenili

gamocdilebiT srulyofil adamianad Camoyalibebis uflebis CamorTmeva? _ kiTxva

gadatvirTulia. daiTanxmeT respondenti, dasviT kiTxva, romelzec nebismier mSobels

dadebiTi `diax~ pasuxis gacema SeeZleba.

rodis gamouwers danadgari mogzaurobis fasdaklebis kupons. sxva

kioskTan ki ramdenime moRuSuli momxmarebeli Sehyurebs tipur

reklamas, romelic maRaziis karis SesaRebad iwvevs.

IBM-i muSaobs èmociuri Tagvis~ gaumjobesebaze, romelic pul-

sis, temperaturis, moZraobisa da kanis galvanuri reaqciis mixedviT

SeZlebs momxmareblis emociuri mdgomareobis gansazRvras. kompaniam

Seadgina sibrazis, SiSis, mwuxarebis, zizRis, bednierebisa da gaocebis

sazomi erTeulebi. idea momxmareblis pirovnebis Sesabamisi stilis

Seqmnas gulisxmobs.

kkvvlleevviiss ggeeggmmiiss ggaannxxoorrcciieelleebbaa.. Semdeg etapze xdeba kvlevis gegmis realurad

ganxorcieleba. igi gulisxmobs informaciis Segrovebas,damuSavebasa da anal-

izs. monacemTa Segroveba xdeba kompaniis marketinguli kvlevis

TanamSromlebisa da gare marketinguli firmebis saSualebiT. Segrovebis

faza, rogorc wesi, yvelaze ZviradRirebulia da masSi Secdomis daSvebis

albaTobac yvelaze maRalia. mkvlevari kargad unda darwmundes, rom gegma

sworad aris ganxorcielebuli. man iseTi SesaZlo problemebis monitoringi

unda awarmoos, rogorebicaa respondentis mier kvlevaSi monawileobaze uaris

Tqma, araswori pasuxebis identifikacia, interviueris mier daSvebuli

Secdomebi da TaRliToba.

mniSvnelovani informaciis gamosayofad mkvlevarebma Segrovebuli

monacemebi unda daamuSaon da gaaanalizon. maT unda Seamowmon monacemebis

sizuste, misi sisrule da igi analizisaTvis moamzadon. Semdeg ki xdeba

Sedegebis cxrilSi gadatana da maTgan sxvadasxva statistikuri maCveneblis

gamoTvla.

SSeeddeeggeebbiiss ggaannmmaarrtteebbaa ddaa aannggaarriiSSiiss wwaarrddggeennaa.. marketinguli kvlevis specialis-

tma Sedegebi unda ganmartos, daskvnebi gamoitanos da isini xelmZRvanelobas

moaxsenos. sasurvelia, xelmZRvaneloba zedmeti ricxvebiTa da gamoyenebuli

statistikuri saSualebebiT ar unda gadatvirTos. piriqiT, man unda war-

moaCinos mniSvnelovani aRmoCenebi, romlebic menejerebisaTvis gadawyve-

tilebis miRebis procesSi gamosadegia.


■ momxmareblis reaqciebis sazomi

mowyobiloba, romlis saSualebiT

marketologs SeuZlia Seafasos

saxis gamometyveleba da igi

sakuTar SeTavazebebsa da komu-

nikaciebs Seusabamos.

Sedegebis interpretaciaSi mxolod mkvlevarebma ar unda miiRon monaw-

ileoba. maTTan erTad unda imuSaon marketingis menejerebma, romlebmac ufro

meti ician kompaniis winaSe arsebuli problemisa da misaRebi gadawyvetilebis

Sesaxeb. saukeTesod Catarebul kvlevasac ki ekargeba azri, Tu marketingis

menejeri mkvlevaris mier gamotanil mcdar daskvnebs brmad endoba. meore

mxriv, menejeri SeiZleba mikerZoebuli iyos – aRiaros TavisTvis misaRebi

Sedegi da uaryos iseTi, romelic moulodnelia an mis gegmas ewinaaRmdegeba.

Sedegebis ganmarteba sxvadasxvagvarad aris SesaZlebeli, Sesabamisad, mkvle-

varsa da menejers Soris diskusiam SesaZloa saukeTeso interpretaciamde

miiyvanos kvleva. amgvarad, kvlevis Sedegebis ganmartebisas menejeri da mkvle-

vari erTad unda muSaobdnen da kvlevis procesisa da Sedegebis miRebis

pasuxismgeblobac Tanabrad unda gainawilon.

■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss aannaalliizzii

informacia, romelic mopovebulia Sida monacemTa bazis, marketinguli

dazvervisa da marketinguli kvlevis saSualebiT, saWiroebs analizs. mene-

jerebs SeiZleba daxmareba dasWirdeT monacemebisTvis gamoyenebadi formis

micemaSi, ris safuZvelzec arsebuli problemis gadaWra moxdeba. daxmareba

SeiZleba moicavdes Tanamedrove statistikuri meTodebis gamoyenebas, romlis

drosac cvladebs Soris urTierTobebi mowmdeba an mopovebuli monacemebis

sandoobis gazomva xdeba.

informaciis analizis dros SesaZlebelia gamoyenebul iqnas analitikuri

modelebi, rac marketologebs ukeTesi gadawyvetilebis miRebaSi daexmareba.

TiToeuli modelis saSualebiT SesaZlebelia Semdegi saxis kiTxvebze pasuxe-

bis gacema: ra moxdeba, Tu . . ? an romelia saukeTeso? SemuSavebuli modelebi

marketingis menejerebs exmareba: ukeTesi marketinguli kompleqsis SeqmnaSi,

savaWro teritoriebis optimalur SerCevaSi, realizatorebis mier satele-

fono zarebis dagegmvaSi, sacalo savaWro punqtebisaTvis adgilis arCevaSi,

optimaluri sareklamo kampaniis Camoyalibebasa da axali produqciis gayid-

vebis prognozirebaSi.


mmyyiiddvveellTTaann

uurrTTiieerrTToobbiiss mmaarrTTvvaa

(Customer relationshipmanagement (CRM))momxmarebelTan maq-

simaluri erTgule-

bis misaRwevad indi-

vidualuri momxma-

reblis Sesaxeb in-

formaciisa da maT-

Tan urTierTobis

frTxili marTva.

mmyyiiddvveellTTaann uurrTTiieerrTToobbiiss mmaarrTTvvaa ((CRM))

bevri kompania sakmaod zedapirulad udgeba myidvelis Sesaxeb informaciis

mopovebis sakiTxs. faqtobrivad, `gonivruli~ kompaniebi informaciis mopovebas

myidvelTan yvela SesaZlo Sexebis wertilSi (touch point) axorcieleben. Sexebis

wertilebi gulisxmobs myidvelsa da kompanias Soris arsebul yvela SesaZlo

kontaqts: rodesac myidveli Seisyidis saqonels; rodesac realizatori

ukavSirdeba myidvels; rodesac kompania momsaxurebas uwevs; rodesac myid-

veli kompaniis veb-gverdze Sedis da a.S.

problema isaa, rom, xSirad, informacia mimofantulia mTel organizaciaSi

da kompaniis sxvadasxva departamentis monacemebSia Rrmad Camaluli. msgavsi

problemis gadasalaxavad bevri kompania mimarTavs mmyyiiddvveellTTaann uurrTTiieerr--

TToobbeebbiiss mmaarrTTvvaass ((CRM). meTodi warmoadgens myidvelTa maqsimaluri

erTgulebis misaRwevad TiToeuli myidvelis Sesaxeb informaciis Segrovebisa

da masTan urTierTobis frTxili marTvis process. ukanasknel wlebSi CRM-ismeTods uamravma kompaniam mimarTa. erT-erTi kvlevis Tanaxmad, aSS-is biznese-

bis 97 procenti gegmavs, momavali ori wlis ganmavlobaSi ufro farTod

gamoiyenos CRM-is teqnologia.16

CRM-i aris programuli uzrunvelyofisa da analitikuri saSualebebis

nakrebi, romelic sxvadasxva wyarodan moZiebul informacias aerTianebs,

atarebs mis analizs da Sedegebs mtkice urTierTobis agebisaTvis iyenebs.

myidvelTan urTierTobis sruli, naTeli suraTis Sesaqmnelad CRM-i axdensgayidvebis, momsaxurebisa da marketingis departamentebSi arsebuli monaceme-

bis integrirebas. kompaniebi iyeneben CRM-is monacemebis analizs, rom

TiToeuli myidvelis faseuloba Seafason, `samizne~ myidvelebi amoirCion da

maT kompaniis SeTavazeba Seusabamon.

CRM-is analitikosebi qmnian monacemTa sacavs (data warehouse), rac warmoad-

gens myidvelTa Sesaxeb arsebuli informaciis Semcvel eleqtronul sacavs.

monacemTa sacavis mizani informaciis Segroveba ar aris, vinaidan bevri kompa-

nia ukve flobs informaciis dausrulebel marags. piriqiT, menejerebs eZlevaT

saSualeba, kompaniaSi arsebuli informaciis integrireba moaxdinon, swored es

aris misi mizani. mas Semdeg, rac monacemTa integrireba moxdeba, SesaZlebelia

am monacemebis advilad damuSaveba.

myidvelTan urTierTobebis marTva kompaniisaTvis didi sargeblis momta-

nia. myidvelebis ukeTesad gagebiT kompanias saSualeba eZleva, maT ufro

maRali xarisxis momsaxureba miawodos da maTTan ufro Zlieri urTierToba

Camoayalibos. kompania iyenebs CRM-s, raTa gansazRvros maRali faseulobis

mqone myidvelebi, maTze ufro efeqturi koncentracia moaxdinos da maTi

moTxovnebis Sesabamisi SeTavazebebi Seqmnas. ganvixiloT Semdegi magaliTebi.17

■ axlaxan FedEx-ma daamontaJa CRM-is mravalmilioniani sistema, romlis

mizani aris xarjebis Semcireba da myidvelTa momsaxurebis gaumjobeseba.

agreTve, kompanias surs, arsebul myidvelebze momsaxurebis jvaredini gayid-

vebi da Warbgayidvebi moaxdinos. axali sistemis saSualebiT, FedEx-is 3300adamianisagan Semdgar gayidvebis personals TiToeul momxmarebelze

detaluri informacia aqvs. maT SeuZliaT TiToeuli myidvelis specifikuri

saWiroebis gamoaSkaraveba da masze morgebuli momsaxurebis SeTavazeba. FedEx-isTavazobs 200-mde sxvadasxva momsaxurebas, lojistikidan dawyebuli

transportirebiTa da sabaJo brokerobis momsaxurebiT damTavrebuli. aqedan

gamomdinare, xSirad realizatorebisaTvis sakmaod rTulia momxmareblisaTvis

saukeTeso SeTavazebis gansazRvra. CRM-is axali sistema FedEx-s daexmarebastimulirebis marTvaSic da savaraudo, mimzidveli myidvelebis dadgenaSic.

CRM-is aRWurviloba bazris segmentebis analizs awarmoebs, potencialis

mixedviT saukeTesoebs SearCevs da maTi potenciuri momgebianobis kalkula-

cias axdens.

■ Mark & Spencer-i (M&S) – britaneTis `yvelaze sando sacalo savaWro centri~,

romlisTvisac CRM-ma sakmaod mniSvnelovani roli iTamaSa misiis miRwevaSi _

`momxmarebelze koncentracia da maTi moTxovnilebebis gaTvaliswineba~. M&S-imsoflioSi erT-erT yvelaze mdidar monacemTa bazas flobs. igi moicavs

monacemebs momxmarebelTa demografiis, Sesyidvebis, 3 milionze meti momxmareb-

lis angariSis, sakaso terminalebis informaciisa da maRaziebSi momxdari

yovelkvireuli siaxleebis Sesaxeb. CRM-is sistema monacemTa am simdidris

organizebasa da analizs axdens, raTa M&S-s nebismier sakiTxze ukeTesi


gadawyvetilebis miReba SeeZlos, dawyebuli korporaciuli brendingiT,

damTavrebuli komunikaciebiTa da gayidvebis stimulirebiT. `maTi individu-

aluri gemovnebis, upiratesobebisa da qcevis safuZvelze, Cven bevrad ukeTesi

warmodgena gveqmneba imis Sesaxeb, Tu ra saxis SeTavazebebi unda ganvaTavsoT

sxvadasxva myidvelis winaSe da rodis xmis rogori toni unda gamoviyenoT

amisaTvis~, _ ambobs sacalo vaWrobis aRmasrulebeli direqtori. magaliTad,

imis gansazRvriT, Tu vin da rodis dadis sayidlebze (xnierma myidvelebma

xalxmravali adgilisTvis Tavis asarideblad winaswar ician, Tu ris yidvas

apireben, maSin rodesac ufro axalgazrdebi gadawyvetilebis miRebas bolo

wuTisaTvis itoveben), M&S-s SeuZlia Tavisi produqciis asortimenti da mar-

ketinguli saqmianoba Sesabamisad gaanawilos maRaziaSi.

bevri eqsperti amtkicebs, rom myidvelTa Sesaxeb srulyofili monacemebi

kompanias mtkice konkurentuli upiratesobiT uzrunvelyofs. ubralod, hkiT-

xeT American Express-s. qalaq feniqsSi, saidumlo bazaze, usafrTxoebis gundi

Tvalyurs adevnebs American Express-is monacemTa 500 miliard baits imis Sesaxeb,

Tu rogor gamoiyenes momxmareblebma TavianTi 35 milioni mwvane, oqrosa da

platinis plastikuri baraTebi. am monacemebs iyenebs, raTa momxmareblebs

plastikuri baraTebis Tviuri angariSebi gadaugzavnos.

CRM-i garkveul xarjebTan da riskTan aris dakavSirebuli. wels aSS-is

kompaniebi CRM-is programul aRWurvilobaze 10-dan 20 miliard dolaramde

xarjaven. aseT programebs ki iseTi kompaniebi amzadeben,rogorebic arian SiebelSystems-i, Oracle, SAS-i da SPSS-i. magram CRM-is Sesyidvebis naxevari sasurvelmizans ver aRwevs. am warumateblobis mizezi ZiriTadad aris kompaniebis

mcdari warmodgena imis Sesaxeb, rom mxolod CRM-is aRWurvilobis SeZeniT

SesaZlebelia problemebis gadaWra.18 xelsayreli samomxmareblo urTierTo-

bebis agebas mxolod teqnologia ver SeZlebs. `CRM-is teqnologiiT

SeuZlebelia problemis gadaWra _ aRWurvilo-

baze TiTis erTi daWeriT Tqven ver miaRwevT...

momxmarebelTan gaumjobesebul urTierTobas~,

– acxadebs CRM-is eqsperti. piriqiT, CRM-i aris

myidvelTan urTierTobis marTvis erT-erTi

Semadgeneli nawili. `mTavaria `R~, – gvirCevseqsperti, _ daimaxsovreT, urTierToba aris is,

razec agebulia CRM-i~.19

rodesac CRM-is muSaoba sworad mimdinare-obs, mis mier motanili sargebeli bevrad aRema-

teba masze gaweul risksa da xarjebs. momxma-

rebelTa regularul gamokiTxvebze dayrdnobiT

Siebel System-i amtkicebs, rom CRM-is momxmare-

blebi afiqsireben TavianTi Semosavlebis 16%-

ian, xolo myidvelTa erTgulebis da person-

alis Sromisunarianobis 21%-ian zrdas.

`arafers vityvi imaze, rom yovelive es kompa-

nias uzarmazari faseulobiT uzrunvelyofs, _

ambobs CRM-is konsultanti, _ kompaniebi eZeben

gzebs, raTa SeZlon momxmarebelTa informaciis

kontrastuli wyaroebis gaerTianeba.~ CRM-is

axal, Zlier teqnikas SeuZlia ipovos `informa-

ciuli simdidre, raTa mizanSi amoiRos myid-

veli da mis sust adgils daumiznos.~20

■❚ mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss

ggaavvrrcceelleebbaa ddaa ggaammooyyeenneebbaa

marketingul informacias aranairi fasi ara aqvs,

Tu masze dafuZnebiT optimaluri gadawyve-

tilebis miReba ar moxda. amgvarad, marketinguli

kvlevebis specialistebma informacia xelmisawv-

domi unda gaxadon im pirebisaTvis, romlebic

marketingul gadawyvetilebebs iReben. es gulisx-

■ CRM-i: kompania SAS-i gTavazobT CRM-is programul uzrunve-

lyofas,romlis meSveobiTac Tqven SeZlebT gaigoT myidvelTa

survilebi, miawvdiT maT ukeTes faseulobas da, amgvarad, miaR-

wevT konkurentul upiratesobas.


mobs menejerTa uzrunvelyofas sxvadasxva maCvenebelze sistematuri angari-SebiT,

dazvervis ganaxlebuli monacemebiTa da kvlevis Sedegebis Sesaxeb gakeTebuli

moxsenebiT.

menejerebs SesaZloa garkveuli informacia spontanurad dasWirdeT.

magaliTad, gayidvebis menejers, romelsac msxvil klientTan dakavSirebuli

garkveuli problemebi aqvs, SesaZloa gasuli wlis gayidvebisa da xarjebis

monacemebi dasWirdes. an sacalo maRaziaTa qselis erT-erT maRaziaSi garkveuli

produqciis gamolevisas maRaziis menejers am qselis sxva maRaziebis maragebis

Sesaxeb sWirdeba informacia. amgvarad, informaciis gavrceleba gulisxmobs

monacemTa bazaSi informaciis ganTavsebasa da xelmisawvdomobis uzrunvelyofas.

am procesis gamartivebis mizniT bevri firma intranets iyenebs. intranetis

saSualebiT xdeba kopmaniis TanamSromelTa uzrunvelyofa marketinguli kvlevis

SedegebiT, sxvadasxva tipis angariSebiT, saziaro samuSao dokumentebiTa da per-

sonalis an klientebis sakontaqto informaciiT. magaliTad, iGo, sacalo movaWre,

romelic katalogebiTa da internetiT vaWrobs, flobs monacemTa bazas, saidanac

intranetis saSualebiT informacias mTel organizaciaSi avrcelebs.

amasTan erTad, kompaniebi uflebas aZleven faseulobaTa qselis wevrebsa

da msxvil klientebs, eqstranetis saSualebiT monacemTa bazaSi arsebuli

informaciiT isargeblon. magaliTad, erT-erTma sadazRvevo kompaniam neba

darTo Tavis 200 damoukidebel agents, esargeblaT kompaniis monacemTa baziT,

sadac ganTavsebulia informacia 1 milioni momxmareblis Sesaxeb. aman agen-

tebs maRali riskis mqone momxmareblis identificirebis saSualeba misca. Wal-Mart-i Tavis mimwodeblebs uzrunvelyofs orwliani monacemebiT imis Sesaxeb,

rogor gaiyida maTi produqcia Wal-Mart-is maRaziebSi.21

Tanamedrove teqnologiis wyalobiT, marketingis menejerebs informaciaze

pirdapir miuwvdebaT xeli nebismier drosa da virtualurad nebismieri adgi-

lidan. maT SeuZliaT Sevidnen sistemaSi saxlidan, sastumrodan, aeroportidan,

anu sadac ki leptopis gaxsna da internetTan mierTeba SeuZliaT. aseTi sis-

temebi menejerebs saSualebas aZlevs, sasurveli informacia pirdapir da

swrafad moipovon da saWiroebisamebr gamoiyenon. maT TiTqmis yvela adgili-

dan SeuZliaT sasurveli monacemebis mopoveba, misi analizi da qselis

saSualebiT Sedegebis sxva pirebisTvis gadagzavna.

■❚ mmaarrkkeettiinngguull kkvvlleevvaassTTaann ddaakkaavvSSiirreebbuullii ssxxvvaa ssaakkiiTTxxeebbii

am qveTavSi ganxilulia ori specifikuri sakiTxi: marketinguli kvleva mcire

biznessa da arakomerciul organizaciebSi da saerTaSoriso saqmianobis mar-

ketinguli kvleva. bolos ki, yuradRebas gavamaxvilebT marketinguli kvlevis

sazogadoebriv da eTikur sakiTxebze.

mmaarrkkeettiinngguullii kkvvlleevvaa mmcciirree bbiizznneessssaa

ddaa aarraakkoommeerrcciiuull oorrggaanniizzaacciieebbSSii

iseve rogorc msxvili firmebi, mcire organizaciebic saWiroeben bazris

Sesaxeb informacias. damwyeb bizness sWirdeba informacia industriis,

konkurentebis, potenciuri myidvelebisa da axal sabazro SeTavazebebze reaq-

ciebis Sesaxeb. arsebulma mcire biznesebma yuradReba unda gaamaxvilon

myidvelTa moTxovnilebebisa da survilebis cvlilebebze, axal produqtebze

maT reaqciebze da konkurentul garemoSi arsebul gadanacvlebebze.

mcire biznesisa da arakomerciuli organizaciis menejerebi xSirad

Tvlian, rom marketinguli kvlevis warmoeba mxolod msxvili kompaniisa da

didi biujetis mqone kvlevis eqspertebs SeuZliaT. marTlac,farTomasStabiani

kvlevis warmoebisaTvis bevrad ufro meti materialuri resursia saWiro,

vidre mcire bizness SeuZlia uzrunvelyos. magram am TavSi ganxiluli mar-

ketinguli kvlevis bevri teqnika mcire biznesisTvisac aris xelmisawvdomi.

mcire biznesis an arakomerciuli organizaciebis menejerebs SeuZliaT

maT garSemo arsebul movlenebze martivi dakvirvebiT sasargeblo informa-

ciis mopoveba. magaliTad, sacalo movaWrem axali adgili unda Seafasos avto-

transportisa da qveiTad mosiaruleTa moZraobaze dakvirvebiT. adgilobrivi

mediidan Segrovebuli reklamebiT maT SeuZliaT konkurentebis reklamebis


Seswavla. imis mixedviT, Tu ramdeni da rogori kategoriis adamia-ni dadis

maRaziebSi sxvadasxva dros, maT SeuZliaT sakuTari momxmareblis kompleqsi

Seafason. amasTan erTad, mcire biznesis bevri menejeri yoveldRiurad stum-

robs konkurentTa maRaziebs da konkurentebTan urTierTobis CamoyalibebiT

alRos uRebs momxmarebelTan urTierTobas. tom quhili, atlantaSi ori

restornis mflobeli, menejerebs restornis gareT sadilobis uflebas

aZlevs, raTa ukan axali ideebiT dabrundnen. atlantaSi momuSave iuvelirma

frank maierma ki, romelic sxva qalaqebSi momuSave konkurentebs xSirad stum-

robda, Seiswavla da gadmoiRo saiuveliro nawarmis sademonstracio dafis

ganaTebis xerxi.22

menejerebs SeuZliaT araformaluri gamokiTxvis Catareba patara zomis

amonakrebTan. SesaZlebelia araformaluri fokus-jgufebis Catareba, maga-

liTad, myidvelTa patara jgufis sadilad miwveva da maTTan erTad sain-

tereso Temebis ganxilva. sacalo maRaziis gamyidvelebs maT maRaziebSi

Semosul klientebTan gasaubreba SeuZliaT, saavadmyofos momsaxure perso-

nals ki _ pacientebTan; arasamuSao saaTebSi restornis menejerebs SeuZliaT

momxmareblebTan darekva da gamokiTxva, Tu romeli restornebiT sargebloben

da ra azris arian im midamoebSi arsebul sxvadasxva restoranze. kompania

Bissell-ma, romelsac xaliCebis wmendis industriaSi Tavisi niSa ukavia, patara,

xelsayreli amonakrebis saSualebiT swrafad da iafad moaxdina bazris

testireba. gamokiTxva Seexeboda Steam Gun-s (orTqlis iaraRs), romelic war-

moadgens saxlis dasasufTavebel, mtversasrutis msgavs, axal mowyobilobas.

imis gasarkvevad, Tu rogor miiRebda momxmarebeli axal pro-

duqts, Bissell-s mxolod 4 kvira da sakmaod mcire biujeti hqonda. man

icoda, rom bavSviani qalebi aseT produqcias xSirad yiduloben,

amitom man dedebis asociacias 1500-dolariani saCuqari gaukeTa, raTa

mis wevrebTan prezentaciis Catarebis neba daerToT. prezentaciis

Semdeg man amoarCia 20 dainteresebuli qali, romlebsac Steam Gun-iaCuqa da specialuri Jurnali misca, sadac produqtis Sesaxeb

Canawerebi unda gaekeTebinaT. Semdgomi orkviriani gamosacdeli peri-

odis ganmavlobaSi, Bissell-is marketingis direqtori saxlSi stum-

robda am qalbatonebs,raTa enaxa,rogor iyeneben isini produqts. aman

gamoaSkarava ramdenime saintereso faqti. pirveli,Bissell-ma Seityo,romqalebs ar sjerodaT, rom cxeli wyliT wmenda SesaZlebelia qimiuri

saSualebebis gamoyenebis gareSe. meore, saWiro iyo produqtisaTvis

saxelis Secvla. bavSvebma SesaZloa xelSi aiRon Steam Gun-i da da-Zmas daumiznon. yuradReba miaqcies erT bavSvs, romelic ambobda:

`gaSeSdi, Torem Camogidnob mag saxes.~ sabolood, Bissell-ma aRmoaCina,rom produqciis mimarT sakmaod gansakuTrebuli moTxovna arsebobda

diasaxlisebis mxridan, romlebsac sisufTavisadmi seriozuli

damokidebuleba hqondaT. isini axal produqts Znelad misawvdomi

adgilebis dasasufTaveblad iyenebdnen da haeris Zlieri nakadiT

Znelad mosaSorebel WuWys wmenddnen. Bissell-ma produqtis stim-

ulireba am or aRmoCenaze daafuZna. man produqts D saxeli Seucvala

_ Steam’n Clean uwoda da koncentracia cxel gamwmend Zalaze moaxdina.

Steam’n Clean-ma warmatebiT daipyro qveynis sacalo maRaziebi.23

agreTve, menejerebs SeuZliaT Caataron martivi eqsperimentebi. magaliTad,

fondebis mosazidad gankuTvnili regularuli werilebis Sinaarsis

cvlilebiT arakomerciuli organizaciis menejers SeuZlia saukeTeso teqstis

SerCeva.

patara organizaciebs SeuZliaT msxvili biznesisaTvis xelmisawvdom meo-

reul monacemTa didi nawilis mopoveba. amasTan erTad, bevri asociacia, adgi-

lobrivi media,savaWro palata da saxelmwifo organizaciebi patara organiza-

ciebs gansakuTrebul daxmarebas uweven. aSS-is mcire biznesis

administrirebis departamenti sTavazobs aTobiT ufaso publikaciasa da veb-

gverds (www.sbaonline.cba.gov),romlebic iZlevian rCevebs rogorc mcire biznesis

wamowyebis, dafinansebisa da gafarToebis, aseve sakredito baraTebis SekveTis

Sesaxeb.

informaciis kargi wyaro SesaZloa iyos adgilobrivi biblioTekebis biz-

nesis ganyofilebebi. xSirad, adgilobrivi gazeTebi uzrunvelyofen informa-


■ bevri asociacia, media da sam-

Tavrobo saagento uzrunvelyofs

patara organizaciebs specialuri

daxmarebebiT. suraTze warmodge-

nilia aSS-is mcire biznesis

administrirebis departamentis

veb-gverdi, romelic iZleva

rCevebis farTo speqtrs: mcire

biznesis wamowyebis, dafinansebis

da gafarToebis sakiTxebs.

cias adgilobrivi myidvelebisa da maTi yidvis modelebis Sesaxeb. dabolos,

internetis saSualebiT mcire biznesis menejerebs SeuZliaT mniSvnelovani

moculobis informacia Seagrovon: daaTvalieron konkurentebisa da momxmare-

blebis veb-gverdebi da internetis saZiebeli grafis saSualebiT maTTvis sain-

tereso kompaniebi da sakiTxebi gamoikvlion.

amdenad, mcire biujetis mqone patara organizaciebs SeuZliaT efeqturad

gamoiyenon meoreuli monacemebi, dakvirveba, gamokiTxva da eqsperimenti. miuxe-

davad imisa, rom aseTi kvlevebis araformaluri meTodebi naklebad kompleq-

suria da nakleb xarjebTan aris dakavSirebuli, mainc maTi frTxili marTvaa

saWiro. menejerebi dakvirvebiT unda miudgnen kvlevis miznebis sakiTxs,

winaswar SeimuSaon SekiTxvebi, gaiTviTcnobieron is gadaxrebi, rac mcire amo-

nakrebs Tan axlavs da kvleva sistematurad awarmoon.24

ssaaeerrTTaaSSoorriissoo ssaaqqmmiiaannoobbiiss mmaarrkkeettiinngguullii kkvvlleevvaa

saerTaSoriso saqmianobis mkvlevarebi gadian igive etapebs, rasac adgilo-

brivi mkvlevarebi dawyebuli kvlevis problemisa da miznebis gansazRvriT,

damTavrebuli Sedegebis ganmartebiTa da moxsenebis gakeTebiT. Tumca saer-

TaSoriso kompanias xSirad ufro meti da sxvadasxvagvari problema aqvs. saer-

TaSoriso biznesebis mkvlevarebi sxvadasxva qveyanaSi gansxvavebul bazrebs

ganageben. xSirad, aseT bazrebs Soris sakmaod didi sxvaoba aris ekonomikuri

ganviTarebis donis, kulturis, Cvevebisa da yidvis modelebis mixedviT.

mkvlevarebi srulyofili meoreuli monacemebis mokvlevisas sazRvargareTis

bevr bazarze garkveul sirTuleebs awydebian. maSin rodesac aSS-Si SesaZle-

belia sarwmuno meoreuli monacemebis mopoveba, bevr qveyanaSi kvleviTi momsax-

ureba TiTqmis arc arsebobs. zogierTi msxvili saerTaSoriso kvleviTi kompania

bevr qveyanaSi moqmedebs. magaliTad, msoflios udidesi marketinguli kvlevis

korporacia AC Nielsen-s msoflios 100-ze met qveyanaSi gaaCnia Tavisi ofisebi.

msoflios marketinguli kvlevis 25 udidesi firmis Semosavlis 63% modis qveynis

gareT arsebuli maTi filialebidan.25 amgvarad, maSinac ki, rodesac meoreuli

monacemebi xelmisawvdomia, misi mopoveba bevri wyaros gamoyenebiT xdeba

SesaZlebeli,rac informaciis Sedarebasa da kombinirebas arTulebs.

kargi meoreuli informaciis naklebobis pirobebSi saerTaSoriso mkvle-

varebs xSirad sakuTari pirveladi monacemebis Sekreba uwevT. aqac, imis gamo,

rom qveynis SigniT sasurvel informaciebs ver agroveben, mkvlevarebi

garkveuli problemis winaSe dgebian. magaliTad, SesaZloa maTTvis rTuli

aRmoCndes, ubralod, kargi amonakrebis Sedgena. amonakrebis Sesaqmnelad aSS-is


mkvlevarebs SeuZliaT gamoiyenon mimdinare telefo-

nis direqtoriebi, aRsaweri raionis monacemebi, so-

cialur-ekonomikuri monacemebis calkeuli wyaroebi.

magram bevr qveyanaSi sakmaod xSiria aseTi informa-

ciis nakleboba.

msoflios sxvadasxva kuTxeSi respondentebTan

dakavSireba xSirad arc ise advilia. meqsikaSi mkvle-

varebi ver daeyrdnobian telefonis an fostis

monacems _ arsebuli monacemebis umetesoba `karidan

karze~ siaruliT aris Segrovebuli da mxolod sam

Tu oTx did qalaqs moicavs. zogierT qveyanaSi tele-

foni arcTu ise bevr adamians aqvs. magaliTad,

argentinaSi aTas adamianze mxolod 32 telefoni

modis. sxva qveynebSi ki safosto sistema notarialu-

rad arasaimedoa. magaliTad, braziliaSi fostis

saSualod 30 procenti arasdros midis adresatamde.

bevr ganviTarebad qveyanaSi, transportirebis cudi

sistemisa da gzebis gamo, zogierT raionTan

dakavSireba da pirispir gasaubreba sakmaod rTulia

da did xarjebs moiTxovs. dabolos, ganviTarebad

qveynebSi mosaxleobis sakmaod mcire raodenobaa

CarTuli internetSi.26

mkvlevarebs damatebiTi problemebi eqmnebaT

qveynebs Soris kulturuli gansxvavebebis gamo. yve-

laze gamokveTili dabrkoleba aris ena. magaliTad,

kiTxvari Sedgenilia erT enaze da Semdeg xdeba misi

gadaTargmna. Semdeg ki analizisa da ganmartebisaTvis

saWiroa pasuxebis ukan gadmoTargmna. amis gamo kvleva

garkveul damatebiT xarjebs moiTxovs da, amasTan

erTad, Secdomebis albaTobac izrdeba.

kiTxvaris gadaTargmna arcTu ise advilia. bevr

idiomas, frazasa Tu ganacxads sxvadasxva qveyanaSi

sxvadasxva mniSvneloba aqvs. danieli specialisti

aRniSnavs: `SeamowmeT kiTxvari sxvadasxva mTargm-

nelTan, gadmoTargmneT isev inglisurad is, rac

inglisuridan TargmneT, da Tqven SokSi aRmoCndebiT.

maxsovs [erTi magaliTi]: `Tvals miRma, daviwyeba~ gadaTargmnes rogorc

`uxilavi sagnebi SeSlilebi arian~.27

sxvadasxva qveynis momxmarebels sxvadasxva damokidebuleba aqvs mar-

ketinguli kvlevisadmi. erTi qveynis mosaxleoba kiTxvebs xalisiT pasuxobs,

sxvagan ki SesaZloa pasuxis gacemaze saerTod uari ganacxadon. zogierT

qveyanaSi xalxs ucxoebTan laparaks adaT-wesebi ukrZalavs. garkeveul

kulturebSi zogierTi kiTxva xSirad Zalian piradulad iTvleba. magaliTad,

laTinuri amerikis bevr qveyanaSi xalxs SesaZloa moeridos mkvlevarebTan

TavianTi Sampunis, dezodorantis an sxva personaluri produqciis Sesaxeb

gasaubreba. aseve, muslimanuri qveynebis umetesobaSi akrZalulia genderulad

Sereuli fokus-jgufebi, iseve rogorc mxolod qalebisagan Semdgari fokus-

jgufis videoze Cawera.28

maSinac ki, rodesac respondents surs pasuxis gacema, SesaZloa man es

gaunaTleblobis gamo ver SeZlos. ganviTarebad qveynebSi saSualo klasis

respondentebma, im mizniT, rom mkvlevars SeZlebul mcxovreblebad moaCvenon

Tavi, SesaZloa cru informacia miawodon. magaliTad, indoeTSi Cais moxmarebis

Seswavlisas saSualo Semosavlis mqone respondentTa 70% acxadebda,rom isini

erovnuli Cais brendis ramdenime saxeobiT sargeblobdnen. magram mkvlevarebs

sakmao safuZveli hqondaT, am SedegebSi eWvi SeetanaT – indoeTSi gasayidi Cais

60% aris arabrendirebuli.

am problemebis miuxedavad, saerTaSoriso marketingis bolodroindelma

ganviTarebam gamoiwvia saerTaSoriso marketinguli kvlevis ufro intensiuri

gamoyeneba. SesaZloa saerTaSoriso saqmianobis kvlevasTan dakavSirebuli

problemebi da xarjebi maRalia, magram kvlevis Catarebis gareSe _ gaparuli

Secdomebisa da xelsayreli SesaZleblobebis pirobebSi _ SesaZloa es xar-

jebi ufro maRali aRmoCndes.

■ Roper ASW, Inc. awarmoebs samuSaoebs sainformacio re-sursebis moZiebaSi `braziliidan aRmosavleT evropam-

de, keip-taunidan pekinamde - Tu Tqven sadme xarT,RoperASW, Inc.-ic iq aris~.


ssaajjaarroo ppoolliittiikkaa ddaa eeTTiikkaa mmaarrkkeettiinngguullii kkvvlleevviissaass

marketinguli kvleva sasargebloa rogorc momxmareblisaTvis, aseve im

kompaniisaTvis, romelmac is daafinansa. marketinguli kvlevis saSualebiT

kompania iRebs met informacias momxmareblis saWiroebebis Sesaxeb, Sedegad

ufro faseul momsaxurebasa da produqts qmnis da amiT momxmarebelTan

urierTobas aZlierebs. Tumca marketinguli kvlevis arasworma gamoyenebam

SesaZloa momxmarebels ziani miayenos an gaaRizianos. marketinguli kvlevisas

sajaro politikisa da eTikis ori mTavari problema arsebobs: momxmarebelTa

konfidencialobis xelyofa da kvlevis aRmoCenebis araswori gamoyeneba.

mmoommxxmmaarreebbeellTTaa kkoonnffiiddeenncciiaalloobbiiss xxeellyyooffaa.. bevri momxmarebeli marketingul

kvlevas dadebiTad uyurebs da Tvlis, rom igi sasargeblo miznebs emsaxureba.

zogierTs marTlac siamovnebs intervius micema da sakuTari Sexedulebis

gaziareba. magram zogjer momxmarebeli Zalian uaryofiTad aris ganwyobili

da marketingul kvlevebs ar endoba. maTi mcire nawili SiSobs, rom Rrma

grZnobebis Sesamowmeblad mkvlevarebma SesaZloa specialuri meTodebi

gamoiyenon da Semdeg, miRebuli codniT, maTi yidvis procesi marTon; an ganic-

dian im faqts, rom marketologebi momxmarebelTa konfidencialuri informa-

ciis uzarmazar monacemTa bazas floben.

magaliTad, DoubleClick-i qseluri momxmareblis 100 milion profils

moicavs. aris saSiSroeba, rom aseTi uzarmazari maprofilebeli monacemTa

baza aramiznobrivad iqnas gamoyenebuli da aman individebis konfiden-

cialobas safrTxe Seuqmnas. faqtobrivad, momxmareblebis zusti profilis

Sesaqmnelad DoubleClick-ma qseluri monacemebisa da momxmarebelTa panelis

kompaniis mier Segrovebuli monacemebi gaaerTiana. azrTa sakmaod didi

sxvadasxvaoba gamoiwvia DoubleClick-ma, rodesac man gamoacxada, rom apirebdabiznesmenebisaTvis veb-momxmarebelTa 100000 profilis miyidvas, maT Soris iyo

maTi saxelebi da sakontaqto informacia. Tumca,federaluri savaWro komisiis

moTxovnis safuZvelze, DoubleClick-ma axlaxan konfidencialobis radikaluri

standartebi miiRo.29

zogi gabrazebulia im faqtiT, rom, gamokiTxvis Catarebis sababiT,

zogierTi kompania maTTvis garkveuli produqciis miyidvas cdilobda.

Sesabamisad, momxmarebeli ver asxvavebs kanonier marketingul kvlevas tele-

gayidvis mcdelobisagan da interviueris laparakis dawyebamde interviuze

civ uars acxadebs. umetesoba, ubralod, aRSfoTebas gamoxatavs TavianTi

uflebebis darRvevis gamo. maT ezizRebaT satelefono Tu safosto

gamokiTxvebi, romlebic Zalian grZeli da xelSemSlelia maTTvis.

momxmarebelTa mzardi guliswyroma kvlevis industriis mTavar proble-

mad iqca. erT-erTi ukanaskneli gamokiTxvis Sedegad aRmoCnda, rom

amerikelebis 82% SeSfoTebulia im faqtiT, rom isini biznesmenebis mier maTi

personaluri informaciis gamoyenebas ver akontroleben. 41%-ma ganacxada,rom

biznesma maTi piradi samyaro daipyro. ukanasknel wlebSi am damokidebulebam

gamokiTxvebis gamoxmaurebis procenti Seamcira. erT-erTi kvlevis Sedegad

aRmoCnda, rom gasul wels amerikeli mosaxleobis 45%-ma gamokiTxvaSi monaw-

ileobaze uari ganacxada. 15 wlis win ki es maCvenebeli mxolod 24%-s udrida.

meore kvlevis Tanaxmad, momxmarebelTa 59%-ma kompaniisaTvis informaciis

miwodebaze uari ganacxa,radgan CaTvala,rom amis realuri saWiroeba ar arse-

bobda an igi Zalian piraduli iyo. 5 wlis win aseTi pasuxebis maCvenebeli 42%-

s Seadgenda.30

am problemis gadasaWrelad marketinguli kvlevebis industria

sxvadasxva xerxs mimarTavs. magaliTad, programa `Tqveni azri mniSvnelovania~,

romelic momxmarebels marketinguli kvlevis sargeblobis Sesaxeb garkveul

codnas awvdis da aswavlis, rogor ganasxvaos igi satelefono vaWrobisagan.

meore xerxi aris cxeli xazis gamoyofa, raTa xalxs SeeZlos darekva da

gamokiTxvis kanonierebaSi darwmuneba.31

dResdReobiT, bevr kompaniaSi – maT Soris IBM-Si, AT&T-Si, American Express-Si,Doubleclick-sa da Microsoft-Si – Seqmnilia `konfidencialobis mTavari oficris~ (CPO)Tanamdeboba, romlis movaleobaSi im momxmarebelTa saidumloebis dacva Sedis,

romlebic kompaniasTan TanamSromloben. Microsoft-is konfidencialobis mTavari

oficeri acxadebs, rom misi movaleobaa kompaniis monacemTa politikis wardgena,

raTa Tvalyuri adevnos da darwmundes, rom nebismieri programa, romelsac kompa-


4.3

bb iizz nn ee ss ii ss aa qq aarrTTvv eellooSSii

swrafad ganviTarebadma biznes ga-

remom saqarTveloSi bevri axali

kompaniis da momsaxurebis daner-

gvas Seuwyo xeli. momsaxurebis

erTi saxe, rCeva-konsaltingi yvela

kompanias sWirdeba. swored sabaz-

ro moTxovniT iyo gamowveuli kom-

pania bikonsaltingis Seqmna 2005

wels.

dReisaTvis bikonsaltingi kom-

paniebs konsultacias uwevs Sem-

deg sakiTxebSi: marketingi, mar-

ketinguli kvlevebi, menejmenti,

saoperacio menejmenti, strategiu-

li dagegmareba, finansebi.

ssaakkoonnssuullttaacciioo jjgguuffii

ganaTleba, profesionalizmi, ga-

mocdileba, gunduri muSaobis Se-

saZlebloba da interesi – es aris

Tvisebebi, romlebic sakonsulta-

cio kompaniis gundis wevrebs axa-

siaTebs. erTi miznisaTvis – war-

matebis misaRwevad.

bikonsaltingi gamoirCeva ino-

vaciuri azrovnebiT da yovelTvis

cdilobs Tavis momxmarebels Ses-

Tavazos axali produqtebi. kompa-

niam danerga iseTi produqtebi,

rogoricaa sabanko produqtebis

kvleva programuli uzrunvelyo-

fiT da momsaxurebis xarisxis

gaumjobesebis (Gap) modeli, aseve

aqtiurad anviTarebs biznesis mar-

Tvis sxvadasxva sferos autsors-

ings.

ssaabbaannkkoo pprroodduuqqttii

sakonsultacio kompania bikonsal-

tingi 2005 wlis gazafxulidan

axorcielebs sabanko produqtebisa

da tarifebis monitorings. kompania

akvirdeba saqarTvelos sabanko

sivrceSi arsebul yvela ZiriTad

produqtebs, (plastikuri baraTebi;

depozitebi; sesxebi; momsaxurebis

tarifebi; swrafi fuladi gza-

vnilebi; ganvadeba), maT parametrebs

da tarifebs.

proeqtSi monawileobs saqarT-

velos sabanko industriaSi moqmedi

yvela ZiriTadi komerciuli banki.

moZiebuli monacemebi sistematizir-

deba specialurad

Seqmnil programul

uzrun elyofaSi

(diagrama 1). monace-

mebis mudmivi ganax-

leba da maTi on-

lain reJimSi ana-

lizis SesaZleblo-

ba produqts ufro

funqcionalurs, moq-

nils da paraqti-

kuls xdis.

es produqti sa-

Sualebas aZlevs sa-

banko sivrceSi moq-

med organizaciebs,

ganixilon TavianTi

produqtebi sxva bankebTan mimarTe-

baSi, gaakeTon konkurentuli anali-

zi da fex-da-fex mihyvnen konkurente-

bis inovaciebs.

ssaammoommxxmmaarreebblloo nnaapprraalliiss ((Gap--iiss)) mmooddeellii

momxmarebeli aRiqvams xarisxs ara

rogorc zogad ganusazRvrel cne-

bas, aramed masSi aerTianebs 5 ma-

xasiaTebels. esenia sandooba, rea-

girebis unari, damajerebloba,

Tanadgoma da fizikuri garemo.

swored am 5 maxasiaTebelze dayr-

dnobiT momxmarebels uyalibdeba

molodini momsaxurebis Sesaxeb,

rac myidvelis mier am Tu im mom-

saxurebis gamoyenebis mizezs war-

moadgens. xolo momsaxurebis miRe-

bis Semdeg momxmarebels subieqturi

aRqma eqmneba, rac misTvis procesis

realuri suraTis amsaxvelia.

xSirad myidvelis molodini ar

emTxveva mis mier miRebul momsax-

urebis xarisxis aRqmas, rac iwvevs

samomxmareblo napralis warmoSo-

bas, romelic Tavis mxriv gana-

pirobebs myidvelis ukmayofilebas,

konkurentebTan gadasvlas da aR-

niSnuli kompaniis Semosavlis da-

bal maCvenebels.

arsebobs 4 saxis naprali, rom-

lebic ganapirobebs samomxmareblo

napralis arsebobas, anu iwvevs

cdomolebas momxmareblis molo-

dinisa da momsaxurebis xarisxis

aRqmas Soris.

11.. momxmarebelTa molodinis ar

codna.

bbiikkoonnssaallttiinnggii __ mmuuddaamm ssiiaaxxlliiss ZZeebbnnaaSSii

ddiiaaggrraammaa 11

gagZeleba ix. gv. 138

nia qmnis, momxmareblis konfidencialobis dacvas emsaxureba. agreTve, kompaniis

TanamSromelTa konfidencialobis sakiTxebi da kavSirebis Sesaxeb informaciiT

uzrunvelyofa. aseTi konfidencialobis oficris Tanamdeboba aSS-is, sul mcire,

100 kompaniaSi arsebobs da mosalodnelia, es ricxvi sakmaod swrafad gaizardos.

faqtobrivad,rogorc erT-erTi eqsperti ambobs,momxmarebelTa konfidencialobis

dacvis kanonebis wyalobiT, mosalodnelia, 2006 wlisaTvis am Tanamdebobis

samuSao adgilebis ricxvi 30000-mde gaizardos.32

rogorc American Express-is momxmareblis konfidencialobis mTavari ofi-

ceri sali qoveni acxadebs, biznesi,

romelsac kavSiri aqvs momxmareb-

lis informaciasTan, konfidencia-

lobis dacvis sakiTxebs seriozu-

lad unda miudges. ̀ konfidencialobis

dacva, es sulac ar aris axali,

cxel-cxeli sakiTxi AmericanExpress-Si~, _ ambobs igi. 1991 wels

kompaniam Camoayaliba konfiden-

cialobis mTeli rigi principebi-

sa, xolo 1998 wels igi pirveli iyo

im kompaniaTa Soris, romlebmac

Tavis veb-gverdebze es sakiTxebi

ganaTavses. momxmarebelTa konfi-

dencialobisken aseTi swrafvis

wyalobiT, American Express-ma axali

momsaxureba waradgina, romelic

momxmareblis konfidencialobas

icavs American Express-is sakreditobaraTiT onlianSesyidvebis dros.

American Express konfidencialobas

ganixilavs, rogorc konkurentuli

upiratesobebis mopovebis gzas,

romlis saSualebiT momxmarebeli

erT kompanias meores amjobinebs.33

daskvnis saxiT SegviZlia vTqvaT,

rom, Tu marketinguli kvleva,

informaciis sanacvlod, myidvels


22.. araswori momsaxurebis di-zain-

isa da xarisxis standartebis

SemuSaveba.

33.. standartebis Seusabamo mom-

saxurebis miwodeba.

44.. cdomileba danapirebsa da mi-

wodebul momsaxurebis Soris.

arsebuli probmleba Zalzed

aqtualuria dReisaTvis saqarTve-

loSi, gamomdinare iqidan rom kom-

paniebis umetesi nawili swored

samomxmareblo biznesSi moRva-

weobs. imisaTvis, rom kompaniam moi-

zidos momxmarebeli da SeZlos

misi SenarCuneba, man unda danergos

sistema, romelic uzrunvelyops

momsaxurebis xarisxs.

kompania bikonsaltingi aris

pirveli kompania saqarTveloSi,

romelic sTavazobs calkeul

meTodebs, romelTa saSualebiTac

SesaZlebeli xdeba, rogorc cal-

keuli napralebis daxurva, aseve

mTlianobaSi kompaniis momsaxure-

bis xarisxis gaumjobeseba, rac me-

tad mniSvnelovania yvela kompa-

niisTvis.

aauuttssoorrssiinnggii

autsorsingi pirvelad biznes

samyaroSi 1980 wels gamoCnda da

xSirad moixsenieba rogorc zo-

gierTi Sida operaciebis delegi-

reba gare, ucxo biznes erTeuleb-

ze. arsebobs bevri mizezi imisa Tu

ratom iReben kompaniebi gadaw-

yvetilebas autsorsingis Sesaxeb.

✔ ucxo kompaniis gamocdileba

sferoSi

✔ danaxarjebis Semcireba

✔ operaciebis ufro gamarTulad

marTva

✔ ZiriTad sqmianobaze koncentri-

reba

✔ zedmeti pasuxismgeblobis Ta-

vidan acileba

autsorsingi SeiZleba moxdes

rogorc funqcionaluri, aseve naw-

ilobrivi. kompaniam SeiZleba gar-

kveuli operaciebi an mTlianad

romelime departamentis funqcia

miandos sakonsultacio jgufs. es

damokidebulia adamianur resurseb-

ze da xarjebis optimizaciaze,

radganac amgvari gadawyvetileba

SeiZleba ufro efeqturi iyos sa-

boloo miznis misaRwevad.

dReisaTvis saqarTveloSi sam-

wuxarod ar aris sakmarisi kvali-

ficiuri kadri, rom warmatebulad

marTos esa Tu is biznesi. es prob-

lema xels uSlis kompaniebis gan-

viTarebas da zogierTi gakotre-

bamdec ki mihyavs. swored amitom

bikonsaltingma aqtiurad daiwyo

am mimarTulebis danergva, raTa

daexmaros kompaniebs ufro efeq-

turad warmarTon TavianTi saqmi-

anoba.

■ momxmareblis konfidencialoba: American Express-i iyo pirveli im kompaniebs

Soris, romlebmac veb-gverdebze konfidencialobis principebi ganaTavsa.

`American Express-i afasebs Tqvens konfidencialobas da yovelTvis mis sadara-

joze dgas.~


maRali faseulobiT uzrunvelyofs, maSin is siamovnebiT miiRebs monawileobas

kvlevaSi. magaliTad, Amazon.com-is momxmarebeli winaaRmdegi ar iqneba, Tu

firma monacemTa bazas im produqciisaTvis Seqmnis,romelsac isini yiduloben,

raTa uzrunvelyon rekomendaciebis SeTavazeba. es ki zogavs myidvelis dros

da uzrunvelyofs mas faseulobiT. amis msgavsad, Bizrates-is momxmarebeli

siamovnebiT avsebs eleqtronuli sacalo vaWrobis saitebis gamokiTxvebs,

radgan Sesyidvis gadawyvetilebis miRebisas maT saSualeba eqnebaT, sxvebis

mier dafiqsirebul reitingebs gadaavlon Tvali. mkvlevarebisaTvis saukeTeso

midgoma aris mxolod im informaciis moZieba, romelic maT faseulobis

uzrunvelsayofad sWirdebaT, misi pasuxismgeblobiT gamoyeneba da mom-

xmarebelTa nebarTvis gareSe misi gasxvisebis Tavidan acileba.

kkvvlleevviiss SSeeddeeggeebbiiss aarraasswwoorrii ggaammooyyeenneebbaa.. marketinguli kvleva darwmunebis sak-

maod Zlieri iaraRi SeiZleba iyos. xSirad, kompaniebi kvlevis Sedegebs Tavis

sareklamo kampaniebsa da gayidvebis stimulirebaSi iyeneben. zogierT

SemTxvevaSi, gamokiTxvebi swored sasurveli efeqtis mosaxdenad aris

SemuSavebuli. kompaniaTa mcire nawili Riad, eSmakuri xrikebis gamoyenebiT,

arasworad warmoaCens kvlevis Sedegebs. es aris ostaturi `gazviadebis~ ten-

denciis gamamJRavnebeli. ganvixiloT Semdegi magaliTi:34

Chrysler-is mier Catarebuli kvleva amtkicebs, rom manqanebis

satesto gatarebis Semdeg amerikelebis umravlesobas Chrysler-iurCevnia Toyta-s. Tumca testirebaSi mxolod 100 adamiani monawi-

leobda. ufro mniSvnelovania is faqti, rom gamokiTxulTagan arc

erTs ar hyavda ucxouri manqana. amgvarad, aRmoCnda, rom isini aSS-is

warmoebis manqanebisadmi winaswarve keTilganwyobilni iyvnen.

Black Flag-is gamokiTxva: `taraknebis sawinaaRmdego disko. . . nel-

nela wamlavs taraknebs. momakvdavi tarakani Tavis budes ubrundeba

da sikvdilis Semdeg mas sxva taraknebi Wamen. Semdeg ukve es

taraknebic iwamlebian da ixocebian. Tqveni azriT, ramdenad efeqturi

iqneba am saxis produqti taraknebis dasaxocad?~ gasakviri ar aris,

rom 79%-ma ganacxada _ es saSualeba efeqturia.

erTjeradi xelsaxocebis industriis mier dafinansebuli

gamokiTxva arkvevda: `gamoangariSebulia, rom dRevandeli

nagavsayrelis 2%-ze naklebi erTjeradi xelsaxocebis narCenebia.

amis sapirispirod, sasmeli konteinerebi, mesame klasis fosta da ezos

narCenebi saSualod nagavsayrelis 21%-s Seadgens. yovelive amis

Semdeg, Tqveni azriT, samarTliania Tu ara erTjeradi xelsaxocebis

akrZalva?~ isev ar aris gasaocari, rom 84%-ma upasuxa _ `ara~.

amgvarad,kvlevis amonakrebis araswori SerCeviT an arCevanis Tu kiTxvebis

formulirebiT manipulacia did gavlenas axdens miRweul Sedegebze.

arsebobs SemTxvevebi, rodesac e.w. damoukidebel kvlevebs, realurad,

garkveuli kompaniebi afinanseben, romlebic SedegiT dainteresebulni arian.

kvlevis an misi Sedegebis ganmartebaSi Tundac mciredma cvlilebam SesaZloa

sakmaod Zlieri gavlena iqonios Sedegebis mimarTulebaze. magaliTad, arse-

bobs sul mcire 4 kargad cnobili kvleva, romlebmac erTjeradi xelsaxoce-

bis gamoyenebiT garemo pirobebze zegavlena qsovilis xelsaxocebis gavlenas

Seadares. qsovilis xelsaxocis mwarmoebeli industriis mier dafinansebulma

orma kvlevam cxadyo, rom qsovilis xelsaxocebs garemo pirobebze ukeTesi

gavlena hqonda. gasakviri ar aris, rom qaRaldis xelsaxocebis industriis

sponsorobiT Catarebulma orma kvlevam sruliad sapirispiro daskvna gamoi-

tana. magram aRmoCnda,rom, mocemuli ZiriTadi varaudis gamoyenebiT,orive kvl-

eva, Tavis mxriv, swori iyo.

imis gaTviTcnobierebiT, rom SesaZlebelia gamokiTxvis damaxinjeba, ram-

denime asociaciam – maT Soris amerikis marketingulma asociaciam da mar-

ketinguli kvlevis asociaciam – SeimuSava kvlevis eTikisa da marTvis stan-

dartebis kodeqsi. dabolos, araeTikuri an Seuferebeli moqmedebebis

regulireba, ubralod, SeuZlebelia. momxmareblisa da sakuTari interesebis

dasacavad TiToeulma kompaniam sakuTar Tavze unda aiRos xelmZRvanelobis,

kontrolisa da sakuTari marketinguli kvlevis angariSebze pasuxismgebloba.


da gare partniorebiTa da sxvebiT, vinc mar-

ketingul informacias saWiroeben. mmiiss-i infor-

macias iRebs Sida monacemTa bazebis, marketin-

guli dazvervisa da marketinguli kvlevis

saSualebiT. Sida monacemTa baza Seicavs in-

formacias kompaniis gayidvebis, xarjebis, marage-

bis, fuladi mimoqcevisa da sareklamo kampaniis

Sesaxeb. aseTi informaciis mopoveba SesaZle-

belia swrafad da mcire xarjebiT, magram igi

xSirad marketingul gadawyveti-lebebTan adap-

tirebas saWiroebs. marketinguli dazverva

aris marketingul garemoSi arsebuli konkuren-

tebisa da miRwevebis Sesaxeb sajarod gavrce-

lebuli informaciis sistematuri Segroveba da

analizi. marketinguli kvleva gulisxmobs

organizaciis specifikur marketin-gul situa-

ciasTan dakavSirebuli monacemebis sistemur

Segrovebas, analizsa da moxsenebis momzadebas.

dabolos, am wyaroebis saSualebiT Segrovebul

informacias mmiiss-i menejerebs saWiro formiT da

saWiro dros awvdis, raTa ukeTesi gadawyve-

tilebis miRebaSi daexmaros.

33.. ggaannssaazzRRvvrreeTT mmaarrkkeettiinngguullii kkvvlleevviiss pprroocceessiiss

ssaaffeexxuurreebbii

marketinguli kvlevis procesis pirveli safex-

uri gulisxmobs problemis gansazRvrasa da

marketinguli miznebis dasaxvas. kvleva SesaZ-

loa iyos aRmoCeniTi, aRweriTi da mizez-

Sedegobrivi. meore safexuri _ kvlevis gegmis

Camoyalibebas, raTa moxdes pirveladi da meo-

reuli monacemebis Segroveba. mesame safexuri _

informaciis SegrovebiT, damuSavebiTa da

analiziT marketinguli kvlevis gegmis ganxor-

cielebas. meoTxe safexuri _ Sedegebis ganmar-

tebasa da angariSis wardgenas. informaciis

analizis dros SesaZlebelia gamoyenebul iqnas

analitikuri modelebi, rac marketologebs

ukeTesi gadawyvetilebis miRebaSi daexmareba.

Sida da gare meoradi monacemebis wyaroebi

uzrunvelyofen informacias ufro swrafad da

dabali danaxarjebiT, vidre pirveladi monace-

mebi. zogierT SemTxvevaSi, maT SeuZliaT iseTi

saxis informacia gamoavlinon, romlis Segro-

vebas kompania sakuTari saxsrebiT ver SeZlebs.

mkvlevarebma aseve unda Seafason meoreuli

monacemebi, raTa darwmundnen, rom igi aris

Sesatyvisi,zusti, axali da miukerZoebeli. aseTi

zomebis miReba saWiroa pirveladi monacemebis

Sefasebis drosac. pirveladi monacemebis Seg-

rovebis TiToeul meTods – dakvirveba, gamo-

kiTxva da eqsperimenti _ Tavisi dadebiTi da

uaryofiTi mxareebi gaaCnia. pirveladi kvlevis

dakavSirebis TiToeul meTodsac – fosta,tele-

foni, pirispir da eleqtronuli – gaaCnia Tavisi

upiratesobebi da naklovanebebi.

wina TavSi Cven ganvixileT marketin-

guli garemo. am TavSi SeviswavleT,

rogor esmiT marketologebs sabazro

sivrcisa da myidvelis. agreTve gan-

vixileT is saSualebebi, romlebic

informaciis Segrovebisa da marTvisaTvis

gamoiyenebian. am informacias marketingis mene-

jerebi da gadawyvetilebis sxva mimRebebi

iyeneben sabazro sivrceSi SesaZleblobebis

gamosavlenad da marketinguli SeTavazebebis

Sesaqmnelad. momdevno TavSi Cven kvlav davub-

rundebiT da ufro axlodan SevxedavT myid-

velebsa da maT qcevas.

dRevandel kompleqsur da swrafad cvalebad

bazarze efeqturi da drouli gadawyvetilebe-

bis misaRebad marketinguli menejerebi ufro

met da ukeTes informacias saWiroeben. informa-

ciis aseTi gazrdili saWiroeba ganapiroba

informaciis miwodebis teqnologiebis sisteme-

bis ganviTarebam. axali teqnologiebis gamoye-

nebiT dRes kompaniebi didi moculobis infor-

macias floben, xandaxan sakmaod bevrsac ki.

magram marketologebi mainc xSirad uCivian

saWiro informaciis naklebobas an araswor

informacias. amis sapasuxod, raTa menejerebs

daexmarnon bazrisa da momxmareblis Sesaxeb

informaciis mopovebasa da marTvaSi, bevri kom-

pania swavlobs menejerTa moTxovnilebebs

informaciaze da informaciuli sistemis dan-

ergvis sakiTxebs.

11.. ggaannmmaarrtteeTT kkoommppaanniiiissaaTTvviiss iinnffoorrmmaacciiiissaa ddaa

ssaabbaazzrroo ssiivvrrcciiss SSeeccnnoobbiiss mmnniiSSvvnneelloobbaa..

marketinguli procesi iwyeba sabazro sivrcisa

da myidvelTa moTxovnilebebisa da survilebis

sruli gagebiT. amrigad, momxmareblisaTvis

saukeTeso faseulobisa da kmayofilebis Sesaq-

mnelad kompania sasargeblo informacias saWi-

roebs. mas aseve sWirdeba informacia konkuren-

tebis, gadamyidvelebisa da bazarze arsebuli

sxva moqmedi pirebisa da Zalebis Sesaxeb. sul

ufro xSirad marketologebi informacias gani-

xilaven ara mxolod ukeTesi gadawyvetilebis

miRebis aucilebel pirobad, aramed rogorc

mniSvnelovan strategiul aqtivsa da mar-

ketingul iaraRs.

22.. ggaannssaazzRRvvrreeTT mmaarrkkeettiinngguullii iinnffoorrmmaacciiiiss ssiiss--

tteemmaa ((mmiiss)) ddaa ggaanniixxiilleeTT mmiissii nnaawwiilleebbii..

marketinguli informaciis sistema (mis) moicavs

pirovnebebs, aRWurvilobasa da procedurebs,

romelTa saSualebiTac xorcieldeba drouli,

saWiro da zusti informaciis SerCeva da mar-

ketinguli gadawyvetilebebis mimRebebisaTvis

misi gadacema. kargad SemuSavebuli informaciis

sistema mmiiss-i iwyeba da mTavrdeba informaciis

gamomyeneblebiT – marketingis menejerebiT, Sida

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


44.. ggaannmmaarrtteeTT,, rrooggoorr aaxxddeennss kkoommppaanniiaa mmaarrkkeettiinn--

gguullii iinnffoorrmmaacciiiiss aannaalliizzssaa ddaa ggaavvrrcceelleebbaass..

Sida monacemTa bazis, marketinguli dazvervisa

da marketinguli kvlevebis saSualebiT mopove-

buli informacia, xSirad, analizs saWiroebs. es

gulisxmobs rogorc statistikur analizs, aseve

sxvadasxva analitikuri modelis gamoyenebas,

rac marketologebs ukeTesi gadawyvetilebis

miRebaSi exmareba. dReisaTvis bevrma kompaniam

SeiZina egreT wodebuli myidvelTan urTierTo-

bebis marTvis sistema (CRM), romelic maT

uzrunvelyofs monacemTa bazaSi arsebul indi-

vidualur myidvelTa Sesaxeb uzarmazari mocu-

lobis monacemebis integraciiT, analiziTa da

gamoyenebiT.

marketinguli informacias aranairi fasi ara

aqvs, Tu masze dafuZnebiT optimaluri gadaw-

yvetilebis miReba ar moxda. amgvarad, mar-

ketinguli kvlevebis specialistebma unda

uzrunvelyon informaciis xelmisawvdomoba im

pirebisaTvis, romlebic marketingul gadawyve-

tilebebs iReben. es gulisxmobs menejerTa

uzrunvelyofas sxvadasxva maCvenebelze sistem-

aturi angariSebiT, dazvervis ganaxlebuli

monacemebiTa da kvlevis Sedegebis Sesaxeb

gakeTebuli moxsenebiT. am procesis gasaumjobe-

seblad bevri firma intranetsa da eqstranets

iyenebs. Tanamedrove teqnologiis wyalobiT,

marketingis menejerebs informaciaze pirdapir

miuwvdebaT xeli nebismier drosa da virtualu-

rad nebismieri adgilidan.

55.. ggaanniixxiilleeTT ssppeecciiffiikkuurrii ssaakkiiTTxxeebbii,, rroommeellTTaa

wwiinnaaSSee ddggaannaann mmkkvvlleevvaarreebbii,, mmaaTT SSoorriiss ssaajjaarroo

ppoolliittiikkiissaa ddaa eeTTiikkiiss ssaakkiiTTxxeebbii..

zogierTi marketologi marketingul kvlevas

atarebs mcire biznesisTvis, arakomerciuli

organizaciisaTvis an saerTaSoriso saqmianobis

mqone kompaniisaTvis. marketinguli kvlevisas

sajaro politikisa da eTikis ori mTavari pro-b-

lema arsebobs: momxmarebelTa konfidencialo-

bis xelyofa da kvlevis aRmoCenebis araswori

gamoyeneba. marketingis menejerebma es sakiTxebi

optimalurad unda gadawyviton.

TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

aammoonnaakkrreebbii SampleaaRRmmooCCeenniiTTii kkvvlleevvaa Exploratory researchaaRRwweerriiTTii kkvvlleevvaa Descriptive researchggaammookkiiTTxxvvaa Survey researchddaakkvviirrvveebbaa Observational researcheerrTTwwyyaarrooiiaannii mmoonnaacceemmTTaa Single-source data systemsssiisstteemmaa

eeqqssppeerriimmeennttuullii kkvvlleevvaa Experimental researchmmaarrkkeettiinngguullii ddaazzvveerrvvaa Marketing intelligencemmaarrkkeettiinngguullii iinnffoorrmmaa-- Marketing information cciiiiss ssiisstteemmaa ((mmiiss)) system (MIS)

mmaarrkkeettiinngguullii kkvvlleevvaa Marketing researchmmeeoorreeuullii mmoonnaacceemmeebbii Secondary datammiizzeezzSSeeddeeggoobbrriivvii kkvvlleevvaa Causal researchmmyyiiddvveellTTaann uurrTTiieerrTToobbiiss Costomer relationshipmmaarrTTvvaa management (CRM)oonnllaaiinnmmoonnaacceemmTTaa bbaazzaa Online databasesoonnllaaiinnmmaarrkkeettiinngguullii kkvvlleevvaa Online marketing researchppiirrvveellaaddii mmoonnaacceemmeebbii Primary dataffookkuuss--jjgguuffiiss ggaammookkiiTTxxvvaa Focus group interviewingSSiiddaa mmoonnaacceemmTTaa bbaazzaa Internal databases

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11. ra gansxvavebaa Sida monacemTa

bazas, marketingul dazvervasa da mar-

ketingul kvlevas Soris? Tavis mxriv,

rogor exmareba TiToeuli meTodi organizacias

sainformacio moTxovnilebebis dakmayofile-

baSi?

22. warmoidgineT,rom Tqven xarT garujvis Semdeg

gamosayenebeli losionis brendis menejeri.

CamoayalibeT aRmoCeniTi kvlevis miznebi, aRwe-

riTi kvlevis miznebi da mizezSedegobrivi kvle-

vis miznebi Tqveni produqtisTvis. ra gansxvave-

bebi iqneba monacemTa Segrovebis dros

TiToeuli kvlevis miznis misaRwevad?

33.. mcire bizness aqvs limitirebuli biujeti,

ris gamoc izRudeba Casatarebeli kvlevebis

pirvelsaxe da moculoba. patara jgufebSi

imsjeleT, ra SeiZleba gaakeTos avejis patara

sacalo maRaziis mflobelma konkurentebisa da

momxmareblis Sesaxeb informaciis mosapoveblad

limitirebuli biujetis pirobebSi.

44.. ganixileT unikaluri gamowvevebi, romlebsac

mkvlevarebi sxva qveynebSi kvlevis warmoebisas

SeiZleba gadaawydnen. rogor SeiZleba am

dabrkolebebis gadalaxva?

55.. ra upiratesobebi gaaCnia meoreul monacemebs

pirveladTan SedarebiT? ra upiratesoba gaaCnia

pirvelad monacemebs meoreulTan SedarebiT?

ratom aris meoreuli monacemebi marketinguli

kvlevis aTvlis saTave?

66.. misaloci baraTebis SerCevis dros rogor

SeiZleba dakvirvebis gamoyeneba momxmareblis

gadawyvetilebis procesis gasagebad? kidev ra

informacias unda flobdeT momxmareblis mier

misaloci baraTebis arCevanis Sesaxeb (informa-

cia, romlis mopoveba SeuZlebelia dakvirvebis

iimmooggzzaauurreeTT


saSualebiT) da rogor SeiZleba maTi mopoveba?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. erT-erTi kvlevis Tanaxmad, 7 milionze metma

adamianma saxlis regularuli telefonis xazi

fiWuri telefoniT Caanacvla. warmoidgineT,

rom Tqven xarT qalaqis fiqsirebuli satele-

fono qselis mqone kompaniis TanamSromeli,

romelic nel-nela momxmarebels kargavs.

aRwereT eqsperimenti da gamokiTxva, romlebic

Tqvens kompanias am tendenciis daZlevaSi daex-

mareba. romeli midgoma iqneba kvlevis am

sakiTxis gadasaWrelad yvelaze azriani?

22.. Tqven da kidev sami studenti muSaobT UnitedAirlines-Si. Tqven xarT im komisiis wevrebi,

romelmac momxmarebelTa kmayofilebis

gasazomad kiTxvari unda Seqmnas da kvleva

Caataros. gundis TiToeulma wevrma TiTo

dakavSirebis meTodi unda aiRos (safosto,

satelefono, pirispir da internetiT) da sxva

wevrebs am meTodiT kvlevis Catarebis upirate-

sobebi daumtkicos. imsjeleT am meTodebis

dadebiT da uaryofiT mxareebze, Semdeg jgufSi,

xmis micemis saSualebiT, am oTxidan erT-erT

meTods upiratesoba mianiWeT.

33.. Tvali gadaavleT 4.1 cxrilSi mocemul gare

sainformacio wyaroebs. amoirCieT sami veb-

gverdi da ewvieT mas. ra saxis monacemebis

mopoveba SeuZlia axali savaWros adgilmdebare-

obis gansazRvriT dainteresebul Toyota-s man-qanebis dilers?

tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

SAP aris programuli uzrunvely-

ofis wamyvani mewarme, romelic acx-

adebs, rom misi klientebis sia

Seicavs Jurnal Fortune-is mier dasax-elebuli 500 warmatebuli kompaniis umetesobas.

misi produqcia gamoiyeneba gayidvebisa da dis-

tribuciis, produqciis, maragebisa da myidvelTa

angariSgebis marTvisaTvis. misi erT-erTi pro-

duqti aris myidvelTan urTierTobebis marTvis

moduli, romlis mizania, kompaniebs daexmaros

individualur momxmarebelTan dakavSirebuli

didi moculobis informaciis marTvaSi. ewvieT

SAP-is veb-gverds (www.sap.com) da waikiTxeT

myidvelTan urTierTobebis marTvis saSuale-

bebis Sesaxeb.

11.. SAP-is veb-gverdze xelmisawvdom informaci-

aze dayrdnobiT, daaxasiaTeT CRM-is (myidvel-

Tan urTierTobebis marTva) zogierTi SesaZ-

lebloba.

22.. Tu Tqven momxmarebelTa monacemTa bazas

qmniT, raTa individualuri momxmareblebis mo-

nacemebi sastumroebis qselisaTvis gamoiyenoT,

ra saxis informacias moipovebdiT momxmareb-

lis Sesaxeb?

33.. rogor SeagrovebdiT informacias sastumroe-

bis momxmareblebis Sesaxeb da rogor gamoi-

yenebda marketingis menejeri am informacias

momxmareblebTan urTierTobis gasaumjobese-

blad?

satelefono da internetgamokiTxve-

bis Catareba ufro garTulda, radgan

xSirad eWviani momxmarebeli amas

msubuqad SeniRbul savaWro zarebad

aRiqvams. ufro metic, momxmareblebi

zrunaven TavianT konfidencialoba-

ze da ar surT, rom maTi piradi informacia

arasworad gamoiyenon. amasTan erTad, usarge-

blo el-fostis – spamis (SPAM) miRebisas (zo-

gierTi Sefasebebis Tanaxmad,uaxloes momavalSi

spami mTeli el-fostis naxevarze mets Seadgens)

bevrs ar- aqvs dro,ganasxvaos kanonieri kvlevis

Txovnebi usargeblo produqciis reklamisagan

da, sabolood, saqme maTi waSliT mTavrdeba.

11.. ra zomebs unda mimarTos kanonieri gamokiT-

xvis menejerma internet da satelefono gamo-

kiTxvebisadmi sazogadoebis mzardi winaaRmde-

gobis dasaZlevad?

22.. warsulSi, rodesac gTxovdnen satelefono an

internetgamokiTxvaSi monawileobas, ras pasu-

xobdiT? migiRiaT Tu ara monawileoba? ratom?

33.. ra meTodebs unda mimarTos kompaniam,romelic

internetgamokiTxvebs atarebs, rom Tavisi ele-

qtronuli gzavnili spamisagan ganasxvaos?

eeTTiikkiiss ssaammyyaarrooSSii

Burke, Inc.-is biznessituacia moTavse-

bulia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa


qqaarrTTuullii bbiizznneessssiittuuaacciiaa

SBDF-- mmcciirree bbiizznneessiiss ggaannvviiTTaarreebbiiss ffoonnddii

ssaammeeggrreellooss rreeggiioonnSSii

samegrelo _ saqar-

Tvelos erT-erTi

gamorCeuli da mniS-

vnelovani regioni _

samwuxarod 1990-iani wlebis dasawyisSi samo-

qalaqo areulobis da dapirispirebis Sedegad

mniSvnelovnad dazaralda. sitaucia kidev ufro

damZimda afxazeTSi ganviTarebuli cnobili

movlenebis Semdeg ris Sedegadac samagrelo

aRmoCnda separatistebis mier inspirirebuli

saomari moqmedebebis sazRvarze.

aseT pirobebSi samegrelos warmatebuli

socialur-ekonomikuri ganviTareba, mniSvnelo-

vani maniSnebeli faqtoria afxazeTTan mimar-

TebaSi.

amgvari fonis pirobebSi, adgilobrivi

moTxovnilebebis gaTvaliswinebiT, 2000 wlis

oqtomberSi am regionSi funqcionireba daiwyo

,,,,ddaannaazzooggeebbiissaa ddaa sseessxxeebbiiss pprrooeeqqttmmaa’’’’, romelic

miznad isaxavda samegloSi Raribi da

dabalSemosavliani mosaxleobisaTvis finan-

suri momsaxureobisadmi xelmisawvdomobis

uzrunvelyofas. proeqti daarsda saerTaSoriso

britanuli organizacia Oxfam-isa da holandi-

uri organizacia Novib-is erToblivi SeTan-xme-

bis Sedegad.

2003 wlis maisSi Novib-is mier saqarTvelos

proeqti dasaxelda, rogorc yvelaze ufro

dinamiuri da perspeqtiuli sam kavkasiur proe-

qts Soris da Sesabamisad miiRo mniSvnelovani

damatebiTi sagranto dafinanseba 2003-2004 safi-

nanso wlebisTvis, ramac uzrunvelyo proeqtis

Semdgomi zrda.

2003 wlis seqtemberSi proeqti gamoeyo Oxtam-

s da daregistrirda rogorc mmcciirree bbiizznneessiiss

ggaannvviiTTaarreebbiiss ffoonnddii (SBDF).. Ffondis erTaderTi

damfuZnebelia Oxfam-i (didi britaneTi).

fondi miznad isaxavs samegrelos regionSi

da mis momijnave raionebSi mcire biznesis

ganviTarebisaTvis saWiro pirobebis xelSew-

yobas da mosaxleobaSi siRaribis da

umuSevrobis donis Semcirebas.

aRniSnuli miznis misaRwevad fondi iyenebs

msoflioSi da gansakuTrebiT ki ganviTarebad

qvenebSi farTod aprobirebul mikrosafinanso

momsaxureobas, romelic am etapze warmodge-

nilia specializirebuli mikro sesxebiT.

mosaxleobis miznobrivi segmentis dafinansebis

gziT fondi xels uwyobs damwyebi da

dabalSemosavliani mewarmeebis saqmiani unar-

Cvevebis gamomuSavebas da rentabeluri ekonomi-

kuri saqmianobis sawarmoeblad adeqvaturi sas-

tarto da sabrunavi kapitalis akumulirebas.

organizaciisTvis tipiur samizne segments

warmodgens samegrelos regionis ekonomikurad

aqtiuri mosaxleoba, romelic eweva mcireSemo-

savlian samewarmeo saqmianobas _ vaWrobis, mom-

saxurebis, soflis meurneobis da warmoebis

sferoSi.

dRidan daarsebisa organizaciis sakredito

sqema ganicdida mudmiv transformacias, rac

gamowveuli iyo mikrosafinanso bazarze swra-

fad cvalebad garemosTan organizaciis strate-

giis harmonizaciis aucileblobiT.

2000 wlidan 2004 wlis CaTvliT organizaciis

ZiriTad sasesxo produqts warmoadgenda jgu-

furi sesxebi ukiduresad dabalSemosavliani

mosaxleobisaTvis, romelic uzrunvelyofda

mxolod Zalian viwro segmentis interesebs min-

zobriv bazarze da amdenad mniSvnelovnad afer-

xebda organizaciis Semdgom ganviTarebas. meo-

res mxriv organizaciis mier dagegmili swrafi

zrdis kursi da samoqmedo arealis gavrcoba

asocirdeboda mniSvnelovan riskebTan, rac

aucilebels xdida gadasinjuliyo miznobriv

segmentze mimdinare tendenciebi da Sesabamisad

organizaciis stretegia da sasesxo riskebis

dazRvevis meqanizmebi.

2004 wels organizaciis dakveTiT, mar-

ketinguli kvlevebis kompaniis `eeiissiiTTii kkvvlleevviiss~

mier Catarebuli iqna kompleqsuri sabazro kvl-

eva, romelic miznad isaxavda bazarze arsebuli

ZiriTadi moTxovnebisa da tendenciebis Sefase-

bas, konkurentul analizs da saresurso segmen-

tis gamovlenas. `eeiissiiTTii kkvvlleevviiss~ TanamSrom-

lebis mier SemoTavazebuli mignebebi da

rekomendaciebi safuZvlad daedo fondis mier

SemuSavebul dicersificirebul da inovaciur

sakredito strategias, romelic dRemde aqtu-

aluria da uzrunvelyofs mikrosafinanso

bazarze organizaciis konkurentunarianobas da

efeqturobas grZelvadian perspeqtivaSi.

kvlevis Sedegad gamovlinda am regioni-

saTvis mikro dakreditebis potenciuri bazris

dargobrivi struqtura, romelic warmodgenilia

cxrilSi (cxrilSi ,,sididis’’ qveS igulisxmeba

TiToeul sferoSi moqmedi mcire biznesis

warmomadgenelTa raodenoba).

zzuuggddiiddii PPffooTTii sseennaakkii KKxxoobbii

sseeggmmeennttii wwiillii ssiiddiiddee wwiillii ssiiddiiddee wwiillii ssiiddiiddee wwiillii ssiiddiiddee

vaWroba 64.4% 8611 74.7% 1299 64.1% 2330 59.7% 1980

vaWroba/servisi 30.8% 4119 24.4% 424 31.4% 1142 38.6% 1280

agraruli seqtori 4.6% 615 0.9% 16 4.6% 167 1.7% 56

aqtiur biznesSi

CarTuli sul 100% 13371 100% 1739 100% 3635 100% 3316

droebiT SeCerebu-

li biznmesebi__ 3301 __ 117 __ 216 __ 513

mikro dakredite-

bis potenciuri

bazari

__ 16672 __ 1856 __ 3851 __ 3830


diagramaze mocemulia am regionis 4 ZiriTad

raionSi Catarebuli gamokiTxvis Sedegad

gamovlenili 10 000 dolarze naklebi sesxis

aRebis msurvel mcire mewarmeTa (moqmedi da

droebiT SeCerebuli) raodenoba (anu mikro-

dakreditebis potenciuri bazari samegrelos

regionSi). gamokiTxvam cxadyo individualur

kreditebze moTxovnis absoluturi upiratesoba

jgufur sesxebze moTxovnasTan SedarebiT,

romelmac gamokiTxulTa mxolod 2%-i Seadgina.

2004 w-is nomeberSi—samegrelos bazarze ufro

Rrmad SeRwevis mizniT gaixsna SBDF-is senakisfiliali, xolo 2005 wlis ianvarSi, organizacia

Seudga axali dakreditebis politikis ganxor-

cielebas da axali sasesxo produqtebis

testirebas. 2005 wlis maisSi organizaciam

miiRo mniSvnelovani dafinanseba Oxfam-danmcire da saSualo sawarmoebis ganviTarebisa da

umuSevrobis SemcirebisaTvis, xolo ukve 2006

wlis ianvarSi fondma miaRwia rentabelobisa

da TviTdafinansebis 100%-ian maCvenebels.

SBDF-s finansuri momsaxureba am etapze war-modgenilia ramdenime sasesxo produqtiT, rac

uzrunvelyofs organizaciis finansur

ganviTarebas da aseve mniSvnelovnad zrdis mom-

saxurebis efeqturobas. aRniSuli sasexo pro-

duqtebi moicavs jgufur da individualur

mikro sesxebs ukiduresad dabalSemosavliani

ekonomikurad aqtiuri mosaxleobisaTvis

rogorc giravnobiT, aseve giravnobis gareSe, maT

Soris:

■ individualuri mcire sesxebi registrire-

buli mcire mewarmeebisaTvis vaWrobis sfero-

Si;

■ individualuri mcire sesxebi warmoebisa da

momsaxurebis sferosaTvis, rogorc damwyebi

ise moqmedi sawamroebisaTvis;

■ individualuri da jgufuri sesxebi fer-

meruli warmoebebisaTvis.

■ individualuri mcire sesxebi araregistrire-

buli mcire mewarmeebisaTvis

momdevno minimum sami wlis ganmavlobaSi

organizaciis sakredito sqema ZiriTadad war-

modgenili iqneba arsebuli sasesxo produq-

tebiT.

miznobriv segmentze warmodgenili sawarmoe-

bis legalurobis dabali xarisxis gaTvalis-

winebiT, rac ganpirobebulia araregistrire-

buli mewarmeebis sakmaod did moculobiT,

fondis saqmianoba da konkretulad ki misi

dakreditebis politika arapirdapiri gziT

xels uwyofs samewarmeo saqmianobis legaliza-

cias, Tumca warmodgenili sakredito politika

agreTve iTvaliswinebs agraruli da naxevrad

agraruli mosaxleobis im ZiriTadi masis

interesebsac, romlebic TavianTi ekonomikuri

saqmianobis mcire masStabebis gamo naklebad

aris motivirebuli awarmoos registrirebuli

biznesi.

fondis Sereuli socialur-ekonomikuri miz-

nebisa da amocanebidan gamomdinare, mis ZiriTad

strategias warmodgens tipiurad agraruli da

naxevrad agraruli im ekonomikurad aqtiuri

segmentis aTviseba, romelic tradiciuli komer-

ciuli finansuri kapitalis interesis miRma

darCa. swored amitom saerTo socialur-ekono-

mikuri efeqtis gaumjobesebis da aseve sasesxo

dabandebis diversificirebis mizniT fondi

gansakuTrebul yuradRebas uTmobs wvrili war-

moebis/momsaxurebis, fermeruli meurneobebis da

msgavsi strategiuli mniSvnelobis dargebis

aTvisebas. Sedegad fondis dakreditebis poli-

tika miznobrivad xels uywobs mewarmeTa moti-

vacias reinvesticiebis gansaxorcieleblad.

fondi misi finansuri saqmianobis profili-

dan gamomdinare, warmodgens garkveul special-

izirebul, Sualeduri funqciis matarebel

finansur instituts _ komerciul mikrosafi-

nanso banksa da araformalur mikrodafinanse-

bis sferos Soris. Sesabamisad sakredito

strategia prioritetulad warmoadgens aras-

tandartul, magram ekonomikurad dasabuTebul

alternatiul dakreditebis sqemebs, romlebic

maqsimalurad moicaven mikrosakredito bazris

mTel dargobriv speqtrs, samizne jgufebis indi-

vidualuri ekonomikuri interesebis gaTvalis-

winerbiT. dakreditebis politikis gansaz-

Rvrisas fondi upiratesobas aniWebs naklebad

standartul da diversificirebul sasesxo pro-

duqtebs, romlebic moqnilad esadageba rogorc

ukiduresad dabalSemosavlian, aseve SedarebiT

ufro dinamiur mewarmeTa tendenciebs.

amgvarad mcire biznesis ganviTarebis fondi,

iseve rogorc zogadad mikrosafinanso organi-

zaciebi, warmoadgens efeqtur saSualebas

qveyanaSi umuSevrobisa da siRaribis donis

Sesamcireblad;

organziacia amJamad imyofeba misi ganviTa-

rebis Zalzed mniSvnelovan etapze, radgan miR-

weuli socialur-ekonomikuri Sedegebi qmnis

xelsayrel pirobebs fondis swrafi tempebiT

ganviTarebisaTvis da paralelurad misi

mmarTvelobis Zalisxmeva mimarTulia grZel-

vadiani finansuri resursebis da alternatiuli

dafinansebis wyaroebis moZiebisaken, rac

organizaciisaTvis warmoadgens sasicocxlo

mniSvnelobas.

zemoT aRniSnuli kvlevis safuZvelze Semu-

Savebuli kursis Tanmimdevrulad da sworad

dagegmvis Sedegad 2005-2006 wlebisaTvis, mini-

maluri riskebiT SBDF--mmaa moaxerxa 128%-ianizrdis maCveneblis miRweva da samgrelos

bazarze warmoadgens erTerT mTavar moTamaSes

mikro dakreditebis sferoSi, miuxedavad sak-

maod mzardi konkurenciisa iseTi msxvili da

gamocdili organizaciebis mxridan, rogoricaa

pprrookkrreeddiitt bbaannkkii,, FINCA ssaaqqaarrTTvveelloo,, ssaaqqaarr--

TTvveellooss bbaannkkii da ramdenime sxva finansuri

instituti. mzardi konkurencia ki pozitiurad

aisaxeba momsaxurebis pirobebis moqnilobaze,

rac mniSvnelovani faqtoria mcire da saSualo

bisnesis ufro swrafi ganviTarebisaTvis.

2007-2008 wlebis ganmavlobaSi dagegmilia

mmcciirree bbiizznneessiiss ggaannvviiTTaarreebbiiss ffoonnddiiss trasforma-

cia komerciul, mogebaze orientirebul

organziaciad, rac mniSvnelovnad Seuwyobs

xels mis institucionalur ganviTarebas da

gazrdis potenciuri investorebis mozidvis

albaTobas.

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

1. Tqveni azriT. sworad aris Tu ara SerCeuli

miznobrivi seqtoris qvesegmentebi? ratom?

22.. Tqveni azriT, ra xelSemwyobi da xelis

SemSleli pirobebia samegrelos regionis

socialur-ekonomikuri ganviTarebis gzaze?

33.. rogor SeafasebdiT diagramaze miRebul

regionSi Catarebul gamokiTxvis Sedegebs?

44.. rogor aisaxeba fondis transformacia

komerciul organizaciad mis saqmianobaze?


chapter 4

Documents

zveli coke

sardafebi zveli formulis

cvalebadi marketinguli

momxmareblebis gageba

tu es cocacola

zveli kolas msmelebi

wlis musaobis semdeg

sawiro dros miwodeba