chapter 5

■ Aam Tavis Seswavlis Semdeg Tqven SeZlebT:

11.. ukeT gaecnoT samomxmareblo bazarsa da im ZiriTad faqtorebs, romlebic yidvisas gavlenas axdenen

momxmareblis qcevaze; 22.. daadginoT da ganixiloT myidvelis mier gadawyvetilebis miRebis procesis safexurebi;

33.. aRweroT axali produqtis gaazrebisa da difuziis procesi; 44.. gansazRvroT biznesbazari da daadginoT is

ZiriTadi faqtorebi, romlebic zegavlenas axdenen myidveli organizaciis qcevaze; 55.. CamoTvaloT da

gansazRvroT myidveli organizaciis mier gadawyvetilebis miRebis procesis etapebi.

5momxmareblisa daorganizaciuli myidvelisqceva

wina TavSi Tqven gaigeT, Tu rogor moipovebs, aanalizebs da iyenebs mar-

ketingis specialisti informacias bazrisa da marketinguli programebis

Sesaswavlad. am TavSi Tqven marketingul mogzaurobas ganagrZobT da ufro

metad daakvirdebiT sabazro sivrcis yvelaze mniSvnelovan elements _ momx-

marebels. marketingis mizania, zegavlena iqonios momxmareblis im fiqrebsa da

qcevebze, romlebic ukavSirdeba organizaciasa da mis SeTavazebebs. marke-

tologma, pirvel rigSi, unda gaicnobieros, Tu ra, rodis da rogor axdens

gavlenas myidvelis qcevaze da pasuxi gasces kiTxvas – ratom? Tavdapirvelad,

ganvixilavT momxmareblis mier yidvis Sesaxeb saboloo gadawyvetilebis

miRebis process da masze zegavlenis mqone faqtorebs da mxolod amis Semdeg

visaubrebT biznesmyidvelTa qcevaze. Tqven dainaxavT, rom yidvis Sesaxeb

gadawyvetilebis miReba mniSvnelovani, magram Zalian rTuli amocanaa.

Cveni interesis pirveli punqti _ Harley-Davidson-i, saukeTeso mZime moto-

cikletebis mwarmoebelia, romelmac motocikletebis bazari daipyro. vin

marTavs Harley-s am uzarmazar `motociklets~ (Hog-s e.w. taxs)? ra ubiZgebsmomxmarebels, rom sxeulze Harley-s emblema amoisviringon? gzaze cxovrebis

gamo saxli da ojaxuri kera miatovon da asiaTasobiT sxva adamianTan erTad

Harley-s rbolebSi miiRon monawileoba? SesaZloa gagikvirdeT, magram Harley-Davidson-ma am kiTxvebze pasuxebi yvelaze ukeTesad icis.

mxolod ramdenime brendi Tu iwvevs momxmarebelSi erTgulebis iseT

Zlier grZnobas,rogorsac Harley-Davidson-is mflobelebi amJRavneben. Harley-smyidvelebi brendisadmi granitiviT mtkice erTgulebiT gamoirCevian.

American Iron-is gamomcemeli acxadebs: `SeuZlebelia moiZebnos adamiani,

romelsac sxeulze amosviringebuli aqvs – Yamaha~. xolo erT-erTi kvleviTi

kompaniis prezidenti ambobs: `bevrisaTvis, ubralod, motocikleti arafers

niSnavs, maTTvis yvelaze mTavari Harley-s flobaa – aseTi Zlieria brendi.~

yovelwliurad, martis dasawyisSi, Harley-s mflobeli 400,000-ze meti adami-

ani floridis Daytona Beach-is quCebSi daqris, rom SeuerTdes Harley-Davidson-iskvireuls. mTeli msoflios baikerebi TavianT Harley-ze arian amxedrebulni da

erTmaneTs uyvebian motociklistebis sagmiro saqmeebs. isini atareben

maisurebs deviziT: `Honda-s tarebas, Harley-s miwola mirCevnia.~

Harley-Davidson-ma aseTi Zlieri emociebis gamowveviT mZimewoniani motocik-

letebis mzardi bazris mwvervalisaken gaikvala gza. Harley-s Hog-ebze aSS-Simotocikletebis gayidvis saerTo moculobis erTi mexuTedi da mZimewoniani

motocikletebis segmentis naxevarze meti modis. orive segmenti Zalian

swrafad izrdeba. sinamdvileSi, ukanaskneli ramdenime wlis ganmavlobaSi

ggzzaammkkvvlleevvii || ideebis kvaldakval

168 nnaawwiillii mmeeoorree bazrisa da momxmareblis gageba

moTxovnam bevrad gadaaWarba miwodebas. imis gamo,rom popularuli modelebis

sayidlad siaSi ori wliT adre ewerebodnen, sakvirveli ar aris realuri

sacalo fasebis ramdenadme gadameteba sapreiskuranto fasebze. `gvinaxavs

adamianebi, romlebic axal Harley-is yiduloben da Semdeg manqanebis

gasaCerebel adgilze mas 4000-5000 aSS dolariT an ufro Zvirad yidian~,_ acx-

adebs erT-erTi dileri. ukanaskneli 5 wlis ganmavlobaSi Harley-is gayidvagaoTxmagda, Semosavali ki eqvsjer gaizarda. 2003 wlisTvis kompaniam rekor-

duli gayidvisa da Semosavliani me-17 weli miiTvala.

Harley-Davidson-is marketologebi myidvelebsa da maT qcevaze fiqrSi

Zalian did dros atareben. maT surT, icodnen, vin arian maTi myidvelebi, ras

fiqroben da ras grZnoben isini da ratom yiduloben Harley-is da ara Yamaha-s,Kawasaki-is an did Honda American Classic-s. ra aris Harley-is myidvelebis aseTi

mtkice erTgulebis mizezi? rTuli SekiTxvebia. TviT Harley-is menejmenti yve-

laze did prioritetad momxmarebelTa Sexedulebebs miiCnevs.

vin daiareba Harley-iT? Tqven SeiZleba gagikvirdeT! es marTlac araa

`jojoxeTis angelozTa~ brbo – zorba, Savi tyavis qurTukebSi gamowyobili

meamboxeebi da baikerebi, romlebic erT dros Harley-is ZiriTad klienturas

warmoadgendnen. motocikletebi mrbolelTa sul axali masis yuradRebas ipy-

robs – ufro asakovnebis, gavlenianebis da ukeT ganaTlebulebis. Harley-i axla

Tavis produqcias ufro metad `rubbies rich urban bikers~ _ mdidar baikerebssTavazobs, vidre meamboxeebs. Harley-is myidveli daaxloebiT 46 wlis, ojaxis

mepatrone mamakacia, romlis Semosavali saSualod 78 300 dolaria. àm

SemTxvevaSi, Tqven ar gaqvT SemCneuli, _ aRniSnavs erT-erTi damkvirvebeli, _

rom amerikuli miTologiis axalgazrda motociklisti ufro darbaiseli

gaxda~.

Harley-Davidson-i awarmoebs karg motocikletebs da, rom ar CamorCes cvale-

badi bazris ritms, aumjobesebs salonebsa da gayidvis procesis midgomebs.

magram Harley-is momxmareblebi yiduloben ufro mets, vidre ubralod xarisx-

ian motociklets. momxmarebelTa ufro Rrma motivaciebSi Casawvdomad Harley-Davidson-i qmnida fokus-jgufebs motociklistebis monawileobiT. maT

sTavazobdnen, daexataT suraTebi, romlebic Harley Davidson-ze maT damokide-

bulebas gamoxatavda (SegiZliaT, ubralod, warmoidginoT namdvili baikerebi,

romlebic am saqmiT arian dakavebulni?). Semdeg kompaniam fostiT daagzavna 16

000 gamokiTxvis baraTi,romlebic Sedgeboda fsiqologiuri, sociologiuri da

demografiuli, aseve piraduli kiTxvebisgan: `romel cxovelTan asocirdeba

ufro metad Harley – yavisfer daTvTan Tu lomTan?~

kvlevam gamoavlina myidvelis 7 tipi: Tavgadasavlebis moyvaruli tradi-

cionalistebi, gonieri pragmatistebi, stilze orientirebulni, banakuri

cxovrebis moyvarulni, klasikuri kapitalistebi, gulgrili martoxelebi da

Tavxedi, Tavmomwone adamianebi. miuxedavad amisa, yvelam erTnairad daasaxela

is ZiriTadi mizezebi, romlebiTac afaseben Harley-is motocikletebs. àr aqvs

mniSvneloba, vin xarT, qarxnis damlagebeli Tu misi aRmasrulebeli direq-

tori. Harley Tqven erTnairad gizidavT. damoukidebloba, Tavisufleba da

Zalaufleba – ai,ras gvTavazobs universaluri Harley,~ _ ambobs kompaniis war-momadgeneli.

es kvleva adasturebs, rom Harley-is momxmareblebi ufro mets akeTeben,

vidre ubralod motocikletis yidvaa. ìs manqanaze bevrad metia, es aris maTi

TviTgamoxatvisa da cxovrebis stilis nawili,~ _ ambobs erTi analitikosi.

meore ki dasZens, rom Harley-is flobiT `Tqven xdebiT yvelaze uxeSi, yvelaze

cudi biWi ubanSi. ar aqvs mniSvneloba, stomatologi xarT Tu buRalteri.

Tqven Tavs grZnobT borotad am Zalauflebis gverdiT.~ Tqveni Harley axalsuls STaberavs Tqvens sxeuls da moganiWebT damoukideblobas. `Harley-Davidson-is Rilakze TiTis daWera Zravis amuSavebasTan erTad TviT Tqvens war-

mosaxvebs amoZravebs,~ _ gvamcnobs Harley-is veb-gverdi. `Cven vyidiT ocnebebs,~

_ amatebs Harley-is dileri.

klasikuri Sesaxedaoba, xrinwiani xma da TviT Harley-is idea – yvelaferi

es erTad xels uwyobs mis mistikurobas; am àmerikuli legendis~ flobiT

Tqven raRac ufro didis nawili,Harley-is ojaxis wevri xdebiT. is faqtic, rom

Harley-is yidvas, mis xelSi Cagdebas lodini sWirdeba, aZlierebs misi SeZeniT

gamowveul kmayofilebas. sinamdvileSi, kompania mis gamoSvebas ganzrax

zRudavs. `Cveni mizania, yovelTvis moTxovnaze erTiT naklebi motocikleti

TTaavvii 55 momxmareblisa da organizaciuli myidvelis qceva 169

mmoommxxmmaarreebblliiss qqcceevvaa

yyiiddvviissaass (Consumerbuyer behavior)piradi moxmarebi-

saTvis produqciis

yidvis procesSi, sa-

boloo momxmareb-

lis (individebisa

da Sinameurneebis)

qceva.

gamovuSvaT,~ _ ambobs aRmasrulebeli direqtori.

aseT Zlier emociebsa da motivaciebs aerTianebs klasikuri Harley-Davidson-is sareklamo gancxadeba: reklamaze mocemulia moxrili mxari Harley-Davidson-is sviringiT. warwera gvekiTxeba: `ukanasknelad rodis gqondaT Zalian Zlieri

emocia?~ reklamaSi gamokveTilad aris Camoyalibebuli problema da

SemoTavazebulia misi gadaWris Semdegi saSualeba: `diliT gaRviZebuli

cxovrebas zustad iqidan gaagrZelebT, sadac SeCerdiT. akeTebT imas, rac unda

gakeTdes. iyenebT imas, rac xelgewifebaT. rac erT dros TqvenTvis saocrebas

warmoadgenda, axla Tqveni yoveldRiurobis Semadgenel nawilad iqca. yve-

laferi isev Zveli SegrZnebiT iwyeba. gansxvavebulia mxolod grZnoba, rom

gyavs Harley-Davidson-i. raRac girtyams nervze, gulis cema Zlierdeba da uars

ambob ganze gadgomaze. uceb yvelaferi naTdeba, ufro realuri xdeba, ise

rogorc unda yofiliyo, grZnoba personaluria. zogierTisaTvis Harley-isfloba individualobis gamoxatulebaa. sxvebisTvis ki es niSnavs uzarmazari

tradiciis Tanamonawileobas,tradiciisa,romelic 1903 wels miluokSi Seiqmna.

ucxoTaTvis Harley-Davidson-is motocikleti garkveul SexedulebasTan,

garkveul bgerasTan asocirdeba. nebismieri, vinc mas flobs, getyviT, rom es

raRac ufro metia. Harley-is tareba Tqven Sinaganad gardagqmniT. efeqti perma-

nentulia. SesaZloa Tqveni grZnobebis mozRvavebis dro dadga. Harley sulsxvaa.”1

Harley-Davidson-is magaliTi gviCvenebs, rom yidvis procesSi momxmarebelTa qce-

vaze mravali faqtori axdens gavlenas. yidvisas qceva arasdros aris martivi,

amitom misi gageba marketingis ZiriTadi amocanaa. Tavdapirvelad, Cven

davadgenT samomxmareblo bazris dinamikurobasa da saboloo momxmareblis

qcevas yidvisas. Semdeg ki SeviswavliT biznesbazrebs da myidveli organi-

zaciis Sesyidvis process.

■❚ ssaammoommxxmmaarreebblloo bbaazzaarrii ddaa mmoommxxmmaarreebblliiss qqcceevvaa yyiiddvviissaass

mmoommxxmmaarreebblliiss qqcceevvaa yyiiddvviissaass gulisxmobs piradi moxmarebisaTvis produqciis

yidvis procesSi, saboloo momxmareblis (individebisa da Sinameurneebis)

qcevas. yvela saboloo momxmarebeli erTad ssaammoommxxmmaarreebblloo bbaazzaarrss qmnis..

amerikis samomxmareblo bazari Sedgeba 290 milonze meti adamianisagan, rom-

lebic saqonlisa Tu momsaxurebis SesaZenad yovelwliurad trilionobiT

dolars xarjaven, riTic erT-erTi yvelaze momxibvlel samomxmareblo bazars

warmoadgens. msoflio samomxmareblo bazari TiTqmis 6,3 miliardi adamianis-

agan Sedgeba.2

momxmareblebi mTel msoflioSi erTmaneTisagan gansxvavdebian asakiT,

SemosavlebiT, ganaTlebis doniTa da gemovnebiT. isini warmoudgeneli

raodenobis mravalferovan saqonelsa da momsaxurebas yiduloben. Tu riTi

arian dakavSirebulebi momxmareblebi erTmaneTTan da danarCeni msoflios

sxva elementebTan, gavlenas axdens maT mier produqtis, momsaxurebis da

kompaniis arCevanze. aq Cven ganvixilavT momxmareblis qcevaze moqmed

faqtorebs.

mmoommxxmmaarreebblliiss qqcceevviiss mmooddeellii

yoveldRiurad momxmareblebi yidvasTan dakavSirebiT bevr gadawyvetilebas

iReben. didi kompaniebis umetesoba momxmareblis am gadawyvetilebebs detalu-

rad ikvleven, rom pasuxi gaeces kiTxvebs – ras, sad, rodis, ratom da ramdens

yiduloben momxmareblebi. marketologebs SeuZliaT realur momxmarebelTa

vaWrobis procesis Seswavla, rom daadginon, Tu ras, sad da ra fasad yidu-

loben isini. magram yidvisas momxmareblis qcevasTan dakavSirebiT `ratom~

SekiTxvaze pasuxis gacema arc ise advilia – adamianis gonebaSi yidvaze ama

Tu im gadawyvetilebis miRebis mizezebi xSirad Rrmadaa dafaruli.

adamianis gonebis bnel kunWulebSi SeRweva Znelia. xSirad, TviT momx-

mareblebmac ar ician zustad, ra axdens gavlenas maT gadawyvetilebebze.

momxmarebelTa qcevis eqspertis azriT, yidvis ganmsazRvreli fiqrebis, emo-

ciebisa da aTvisebis 95%-s Cven ver vacnobierebT. yvelaferi Cvengan

ssaammoommxxmmaarreebblloo

bbaazzaarrii (Consumermarket)yoveli individua-

luri piri da Sina-

meurneoba, romelic

produqcias da mom-

saxurebas piradi

moxmarebisaTvis

iZens.

damoukideblad xdeba.3

marketologebisaTvis mTavari SekiTxva aseTia: rogor reagireben momx-

mareblebi im mravalferovan marketingul mcdelobebze, romlebsac kompania

iyenebs? amosavali wertili stimulze sapasuxo qcevis modelia (stimulus-response model), romelic asaxulia suraTze 5.1. igi gviCvenebs, rom marketingisa

da sxva stimulebi Sedian momxmareblis e.w. `Sav yuTSi~ da iwveven garkveul

reaqcias. ase rom, marketologebi unda Seecadon, rom ganmarton, Tu ra aris

myidvelis `Sav yuTSi”.

marketinguli stimulebi moicavs e.w. oTx P-is: produqts (Product), adg-

ils (Place), fassa (Price) da stimulirebas (Promotion). sxva stimulebs miekuTvneba

gare garemoSi arsebuli ZiriTadi Zalebi da movlenebi: ekonomikuri,

teqnologiuri, politikuri da kulturuli. yvelaferi es SeaRwevs myidvelis

e.w. `Sav yuTSi”, sadac isini yalibdebian myidvelis reaqciaTa wyebad, romelTa

dakvirvebac ukve SesaZlebelia, magaliTad, produqtis arCevani, brendis

arCevani, dileris arCevani, Sesyidvis dro da Sesyidvis moculoba.

marketologs surs, gaigos, rogor gardaiqmneba stimulebi reaqciebad

momxmareblis `Sav yuTSi”. “Savi yuTi”, Tavis mxriv, Sedgeba 2 nawilisagan.

pirveli nawili _ myidvelis maxasiaTeblebi _ gavlenas axdens imaze, Tu

rogor aRiqvams momxmarebeli stimulebs da rogor reagirebs maTze. meore

nawili _ myidvelis mier gadawyvetilebis miRebis procesi _ gavlenas axdens

myidvelis qcevaze. Tavdapirvelad, ganvixilavT, Tu myidvelis maxasiaTebeli

niSnebi rogor zemoqmedeben yidvis procesSi myidvelis qcevaze,Semdeg ki myid-

velis mier gadawyvetilebis miRebis process.

mmoommxxmmaarreebblliiss qqcceevvaazzee mmooqqmmeeddii mmaaxxaassiiaaTTeebblleebbii

momxmareblis mier produqtis Sesyidvaze Zlier gavlenas axdens kulturuli,

socialuri, pirovnuli da fsiqologiuri maxasiaTeblebi (ixileT suraTi 5.2).

umetes SemTxvevaSi, marketologebs ar SeuZliaT am faqtorebis kontroli,

Tumca isini mxedvelobaSi unda iqonion. am maxasiaTebelTa ilustrirebas Cven

movaxdenT hipoTezur momxmarebel ana floresze, kolejis kursdamTavrebul,

daqorwinebul qalbatonze. is SefuTuli samomxmareblo saqonlis mwarmoebel

wamyvan kompaniaSi brendis menejerad muSaobs. mas surs, rom moZebnos axali

ram, romliTac dakavebuli iqneba Tavisufal dros da romelic saSualebas

miscems, samuSao dRis Semdeg,daisvenos. am moTxovnilebis gamo anam gadawyvita

fotokameris SeZena da fotosuraTebis gadaReba. mis mier fotokamerebis


ssuurraaTTii 55..1155..11

myidvelis qcevis modeli


momxmareblis qcevaze

moqmedi faqtorebi


Sefasebisa da brendis SerCevis procesze bevri maxasiaTebeli moaxdenda

gavlenas.

kkuullttuurruullii ffaaqqttoorreebbii.. kulturuli faqtorebi momxmareblis qcevaze

uzarmazar gavlenas axdens. marketologma unda gaigos, ra rols TamaSobs

myidvelis kultura, subkultura da socialuri klasi.

kkuullttuurraa.. kkuullttuurraa aris ZiriTadi faseulobebis, aRqmis, survilebisa da

qcevebis erToblioba, romelsac sazogadoebis wevri ojaxisa da sxva

mniSvnelovani institutebisgan iZens. bavSvi, romelic aSS-Si cxovrobs,

Seiswavlis Semdeg faseulobebs: miRweva da warmateba, saqmianobaSi Cabma,

efeqturoba da praqtikuloba, progresi, materialuri komforti, individualiz-

mi, Tavisufleba, humanuroba, axalgazrduloba, sijansaRe da janmrTeloba.

TiToeul jgufsa Tu sazogadoebas aqvs kultura da qcevaze misi zegavlena

sxvadasxva qveyanaSi SesaZloa erTmaneTisagan Zalian gansxvavdebodes. am

gansxvavebebis gauTvaliswineblobam SesaZloa araefeqturi marketingi an

samarcxvino Secdomebi gamoiwvios.

ana floresis kulturuli foni mis mier gadawyvetilebis miRebis

procesze gavlenas moaxdens. misi survili, hqondes fotokamera, SesaZloa

gamowveuli iyos imiT, rom is gaizarda Tanamedrove sazogadoebaSi, sadac

fotokameris teqnologia Seiqmna.

marketologebi yovelTvis cdiloben, TavianTi kvali daatyon kulturul

Zvrebs, raTa SemdgomSi sasurveli axali produqtebi aRmoaCinon. magaliTad,

kulturulma Zvrebma janmrTelobisa da sijansaRis mimarTulebiT jandacvis

momsaxurebaTa uzarmazari industria Camoayaliba _ savarjiSo manqana-

danadgarebi da tansacmeli, naklebad cximiani da ufero bunebrivi sakvebi

produqtebi. araformalurobis tendenciam moxerxebul tansacmelsa da

saxlis ufro martiv avejze moTxovnis zrda gamoiwvia.

ssuubbkkuullttuurraa.. TiToeuli kultura moicavs ufro patara subkulturebs an

adamianTa jgufebs, romlebic iziareben garkveul faseulobaTa sistemas

dafuZnebuls saerTo cxovrebiseul gamocdilebebsa da situaciebze.

subkultura SeiZleba iyos erovnulobis, religiis, rasobriv jgufisa da

geografiuli regionis mixedviT Camoyalibebuli. bevri subkultura mniSvne-

lovan sabazro segmentebs Seadgens. marketologebi xSirad qmnian iseT

produqtebsa da marketingul programebs, romlebic maT moTxovnilebebzea

morgebuli. aseT mniSvnelovan oTx jgufs aSS-Si qmnian laTinoamerikelebi,

afrikuli warmoSobis (Savkaniani) amerikelebi, aziuri warmoSobis amerikelebi

da aseve asakovani (mowifuli) momxmareblebi.

aSS-is laTinoamerikelTa bazari – kubeli, meqsikeli centraluri

amerikis, samxreT amerikisa da puerto-rikoel adamianTa erToblioba –

moicavs TiTqmis 35 milion momxmarebels. gasul wels laTinoamerikelma

momxmareb-lebma 425 miliard dolarze meti Rirebulebis saqoneli da

momsaxureba SeiZines, rac 25%-iT aRemateboda im maCvenebels, romelic 2 wlis

win dafiqsirda. momdevno 20 wlis ganmavlobaSi mosalodnelia am maCveneblis

gaormageba, rac imas niSnavs, rom 2025 wlisaTvis es jgufi aSS-is mTeli

mosaxleobis 19%-ze meti iqneba.4

laTinoamerikeli momxmareblebi orientirebulni arian cnobili

brendebis maRalxarisxovan produqtebze – arasamarko produqtebi am jgufSi

kargad ar iyideba. am jgufis warmomadgenelTaTvis sayidlebi ojaxuri saqmea

da brendis yidvisas bavSvebis sityvas didi mniSvneloba eniWeba. albaT,

mniSvnelovania is faqtic, rom laTinoamerikelebi brendis erTgulni arian.

isini aRmerTeben kompaniebs, romlebic maT mimarT gansakuTrebul interess

iCenen.5

axla marketologebis umravlesoba qmnis iseT produqtebs, romlebic

laTinoamerikelTa bazarzea gaTvlili. isini reklamebsa da mediaSi espanur

enas iyeneben. magaliTad, General Mills sTavazobs Para su Familia-s seriis (Tqveni

ojaxisTvis) burRuleuls laTinoamerikelebisaTvis; Mattel-ma barbis Tojine-

bisaTvis Seqmna espanurenovani veb-gverdi (BarbieLatina.com), romelic amerikaSi

mcxovrebi laTinoamerikeli gogonebisTvisaa gamiznuli. axlaxan Blockbuster-maTavis daaxloebiT 1,000 maRaziaSi gamoyo farTi espanur enaze dublirebuli

ssuubbkkuullttuurraa

(Subculture)adamianTa jgufi,

romelsac cxovre-

biseuli gamocdile-

basa da situaciaze

dafuZnebuli er-

Tiani faseulobaTa

sistema gaaCnia.

kkuullttuurraa (Culture)ZiriTadi faseulo-

bebis, aRqmis, survi-

lebisa da qcevebis

erToblioba, romel-

sac sazogadoebis

wevri ojaxisa da

sxva mniSvnelovani

institutebisgan

swavlobs.


videoproduqciisaTvis. Kmart-ma wamoiwyo

tansacmlis gamoSveba meqsikeli popvar-

skvlavi talias saxeliT.

laTinoamerikelebis bazris dasapyro-

bad Sears-i Zal-Rones ar iSurebs, gansakuT-

rebiT, rodesac misi maRazia laTinoame-

rikul ubnebSi mdebareobs.

Sears-i laTinoamerikul mosaxleo-

baSi aRiarebulia,rogorc erT-erTi yve-

laze warmatebuli kompania. gasul

wels man 25 milioni dolari daxarja am

segmentisTvis gamiznul reklamaze. amav-

droulad, laTinoamerikul ubenbs

xSirad stumrobda Sears-is Fiesta Mobile,romelic ukravda musikas, gascemda

prizebs da Sears-is sakredito baraTebis

stimulirebas axdenda. Sears-i aseve

sponsorobs laTinoamerikuli kultu-

ris ZiriTad festivalebsa da koncer-

tebs. sacalo momxmareblebis espanuren-

ovan veb-gverdze mocemulia – Sears EnEspanol (Sears espanurad) – sarCevi da

movlenaTa CamonaTvali, romelic swored laTinoamerikel momxmareb-

lebzea gaTvlili. Sears-is erT-erTi yvelaze didi marketinguli

miRwevaa Jurnali Nuestra Gente, `Cveni xalxi~ _ yvelaze didi espa-

nurenovani Jurnali. Tumca, konkurenti kompaniebis fasdaklebebis

gamo, bolo wlebSi Sears-is gayidvebis moculoba Semcirda. magram,

laTinoamerikeli momxmareblebis gulmodgined SerCevis gamo, es seg-

menti mainc Sears-is erTguli rCeba.6

afrikuli warmoSobis amerikelebis (afroamerikelebi) ricxvi aSS-is

mosaxleobaSi 35 milions aRwevs. is rom gamovyoT calke erovnebad, romlis

msyidvelobiTi unari yovelwliurad 646 miliardi dolaria, afroamerikelebi

msoflios mowinave 15 eris CamonaTvalSi Sevidodnen. aSS-Si Savkaniani

mosaxleobis raodenoba, simdidrisa da kmayofilebis maCveneblebis mixedviT,

izrdeba. miuxedavad imisa, rom afroamerikelebi, sxva segmentebisagan

gansxvavebiT, yvelaze did mniSvnelobas fass aniWeben, isini aseve Zlier arian

motivirebulni xarisxze da SerCevaze. brendebic mniSvnelovania. aseve

mniSvnelovania yidvis procesi _ rogorc Cans, Savkanian momxmareblebs, iseT

banalur produqtebzec ki, rogoric gastronomiuli produqtebia, sxva

jgufebTan SedarebiT, vaWroba ufro siamovnebT. Savkaniani momxmarebeli aris

modaSi yvelaze metad gacnobierebuli eTnikuri jgufi.7

ukanasknel wlebSi bevrma kompaniam SeimuSava specialuri produqtebi, mom-

saxurebis saxeebi, SefuTva da mimarTva Savkaniani amerikelebis moTxovnis

dasakmayofileblad. magaliTad, Hallmark-ma 1987 wels wamoiwyoAAfrocentric-isbrendis 16 misaloci baraTi. dRes es brendi afroamerikelebis kulturuli

memkvidreobisa da tradiciebis aRsaniSnavad Seqmnil 900_ze met baraTs

iTvlis.

mravalferovani Jurnalebi, satelevizio arxebi da mediis sxva

saSualebebi axla Savkaniani amerikeli momxmareblebisaTvis muSaobs.

Savkaniani momxmareblebi TeTrkanianebze orjer mets xarjaven onlainmomsax-

urebaze. isini sul ufro metad interesdebian iseTi veb-gverdiT, rogoricaa

BlackPlanet.com, afroamerikelebis veb-gverdi, sadac 5.8 milioni momxmarebelia

registrirebuli. BlackPlanet.com-is misiaa, Tavis wevrebs SesaZlebloba misces,

`danergon mniSvnelovani personaluri da profesiuli urTierTobebi, miiRon

informacia mTeli msofliodan da maTTvis xelmisawvdomi gaxados is

saqoneli da momsaxureba, romelic cxovrebaSi ufro metis gakeTebis

saSualebas miscems.~ sxva popularuli amgvari veb-gverdebia Afronet-i da

BlackVoices-i.8

azieli amerikelebi _ swrafad mzardi da aSS-Si yvelaze SeZlebuli

■ Sears-i ganixileba erT-erT yvelaze warmatebul kompaniad aSS-

is laTinoamerikul mosaxleobaSi. espanurenovan veb-gverdze

moce-muli teqsti da movlenebi guldasmiT aris morgebuli aSS-

is laTinoamerikuli warmomavlobis momxmarebelze.


demografiuli segmenti, dRes 12 milionze met momxmarebels moicavs. am seg-

ments warmoudgeneli Semosavali aqvs – yovelwliurad 296 miliardi dolari.

Cineli amerikelebi Seadgenen udides jgufs, maT moyvebian filipineli,

iaponeli, indoeli da koreeli amerikelebi. 2025 wlisaTvis aSS-Si azieli

amerikelebis ricxvi 24 milioni iqneba. isini teqnikis yvelaze didi moy-

varulebis segments qmnian. es momxmareblebi xSirad dadian sayidlebze da

eTnikuri jgufebidan yvelaze metad arian brendze orientirebulni, Tumca

isini yvelaze naklebad arian brendis erTgulni da, sxva jgufebTan

SedarebiT, ufro xSirad icvlian mas.9

am segmentis Zalian swrafad mzardi msyidvelobiTi unaris gamo, bevri

kompania axla miznad isaxavs aziel amerikelTa bazris dapyrobas. magaliTad,

Wal-Mart-ma sietlSi, sadac azieli amerikelebi mosaxleobis 13%-ze mets war-

moadgenen,Tavis supermarketebSi calke seqciebi Seqmna azieli msaxiobebisa da

momRerlebis audio-videoproduqciisTvis, janmrTelobisa da silamazis

SesanarCunebeli produqciisTvisa da bavSvebisaTvis _ saswavlo videopro-

duqciis. finansuri momsaxurebebis mimwodebeli kompania Charles Schwab-iZalisxmevas ar iSurebs SeZlebuli, Cineli amerikelebis bazris segments dasa-

pyrobad.

Schwab-is gamoTvlebiT, aSS-is sazogadoebis aziuri warmomavlo-

bis nawili 3 milions iTvlis. maTgan naxevari sazRvargareT daibada

da inglisuri meore enad iswavla. am auditoriisaTvis siamovnebis

misaniWeblad Schwab’s Asia Pasific Services-is (APS) ganayofma Cineli

amerikelebisaTvis 14 ofisi gaxsna centralur adgilebSi, New York-isCinur kvartalSi da Los Angeles-is `koreul qalaqSi~ (maTi umravle-

soba SabaTobiTac Riaa, rodesac, Cveulebisamebr, azielebi cdiloben,

fulis problemis gadaWras). garda amisa, APS-is mier dasaqmebulia

200-ze meti adamiani, romelnic momxmarebelTa momsaxurebis centrebSi

Cinur, koreul an vietnamur enebze esaubrebian im aziel momxmare-

blebs, romelnic upiratesobas sakuTar, mSobliur enas aniWeben.

Schwab-is Cinurenovan veb-gverdze yovelTviurad milionobiT vizitia

dafiqsirebuli, sadac SesaZlebelia Seamowmon realur droSi safi-

nanso bazrebis aqtivoba, axali ambebis saTaurebi da Seafason maTi

■ finansuri momsaxurebis mimwodebeli kompania Charles Schwab-i, Zalisxmevas ar iSurebs gansakuTrebiT SeZlebuli Cineli

amerikelebis bazris segmentis dasapyrobad. man gaxsna Cinur enaze momuSave 14 ofisi da Cinurenovani veb-gverdi.

Cadebuli investiciebis ukugeba. amis gamo Schwab-is APS-isklientebi Zalian erTgulni arian.10

aSS-is mosaxleobis asakidan gamomdinare, zrdasruli momxmare-

blebis bazari Zalian momxibvleli xdeba. axla isini 75 milions

Seadgenen, xolo momdevno 25 weliwadSi maTi raodenobis gaormagebaa

mosalodneli. 65 welze zeviT asakis adamianebis raodenoba 35 mili-

onia, rac mTeli mosaxleobis 12%-ze metia. zrdasruli momxmare-

blebi finansurad ufro uzrunvelyofilni arian, vidre SedarebiT

axalgazrda momxmarebelTa jgufebi.11 imis gamo,rom zrdasrul momx-

mareblebs aqvT ufro meti dro da fuli, maTTvis idealuria Semdegi

tipis produqtebi: egzotikuri mogzauroba, restornebi, saxlis

maRalteqnologiuri gasarTobi produqcia, Tavisufali droisaTvis

gankuTvnili saqoneli da momsaxurebebi, aveji da moda, finansuri da

jandacvis momsaxurebebi.

zrdasruli momxmareblebis survili, ufro axalgazrdulad

gamoiyurebodnen, kosmetikis, sakuTari Tavis movlisaTvis aucile-

beli produqtebis, janmrTelobisaTvis saWiro sakvebis, fitnes-pro-

duqtebisa da daberebis procesis SesaCerebeli produqciis momx-

mareblebad aqcevs. magaliTad,Kallog-ma All-Bran-is burRuleulisaTvis

satelevizio rgoli gamouSva, romelSic 53-dan 81 wlamde asakis

adamianebi wylis Txilamurebze srialeben, darbian, hokeis da

xelburTs TamaSoben, Wild Thing-is melodiis TanxlebiT. `pepsis”

axlaxan gamoSvebuli reklamis mTavari gmiria axalgazrda kaci,

romelic rok-koncertis SuagulSi dgas da aqeT-iqeT iyureba, raTa

Tavis siaxloves mocekvave mamamisi dainaxos. Aetna-s reklama ki asax-

avs asakovan adamians, yofil advokats, romelic pensiaze gasvlis

Semdeg ocnebas aixdens da arqeologi gaxdeba. 12

ana floresis qcevaze yidvis procesSi zegavlenas moaxdens misi

subkulturis identificireba. es faqtorebi ki, Tavis mxriv, imo-

qmedeben anas mier sakvebisa da tansacmlis SerCevaze, mis

SemoqmedebiT saqmianobasa da karieristul miznebze. subkultura

zemoqmedebs fotogadaRebebze, ramac SesaZloa gavlena iqonios

rogorc anas fotokamerebiT dainteresebaze, ise brendebis yidvaze.

ssoocciiaalluurrii kkllaassii.. TiTqmis yvela sazogadoebas socialuri klasis

struqturis garkveuli forma gaaCnia. ssoocciiaalluurrii kkllaassii aris sazo-

gadoebis SedarebiT ucvleli nawili, romlis wevrebsac erTnairi

faseulobebi, interesebi da qcevis wesebi aqvT. mecnierebma aSS-Si

gamoyves 7 socialuri klasi, romlebic naCvenebia suraTze 5.3.

socialuri klasi ar ganisazRvreba mxolod erTaderTi

faqtoriT _ SemosavliT. igi izomeba saqmianobis, Semosavlis,

ganaTlebis, simdidrisa da sxva maCveneblebis kombinaciiT. zogierT

socialur sistemaSi sxvadasxva klasis wevrebs garkveuli mdgomare-

oba aqvT dakavebuli da ar SeuZliaT Secvalon igi. Tumca, aSS-Si

socialur klasebs Soris zRvari araa myari da adamianebma SeiZleba

gadainacvlon ufro maRal socialur klasSi an piriqiT. marke-

tologebi socialuri klasebiT dainteresebulebi arian, radgan

TiToeuli klasis warmomadgeneli yidvis procesSi erTnairad

iqceva.13

socialuri klasebi upiratesobas aniWeben gansxvavebul pro-

duqtebs da brendebs iseT sferoebSi, rogorebicaa tansacmeli,

saxlis aveji,Tavisufali saqmianoba da avtomobilebi. ana floresis

socialurma klasma SesaZloa mis mier fotokameris yidvis

gadawyvetilebaze iqonios gavlena. Tu is maRali socialuri klasis

warmomadgenelia, misi ojaxi, albaT, Zvirfas foto kameras flobda

da amitomac aris misi hobi fotografia.

ssoocciiaalluurrii ffaaqqttoorreebbii.. momxmareblis qcevaze aseve gavlenas axdens

iseTi socialuri faqtorebi, rogorebicaa momxmarebelTa patara

jgufebi, ojaxi, socialuri roli da statusi.


ssoocciiaalluurrii kkllaassii

(Social class)sazogadoebis Seda-

rebiT mudmivi danaw-

ileba sxvadasxva

klasebad, romlis

wevrebsac erTnairi

faseulobebi, intere-

sebi da qcevis wese-

bi aqvT.


jjgguuffeebbii.. adamianis qcevas ganapirobebs bevri patara jgufi. jjgguuffii Sedgeba

ori an meti adamianisagan, romlebic individualuri an saerTo miznebis

misaRwevad urTierToben. arsebobs sarekomendacio jgufebi (reference group),romlebic Sedgeba im misabaZi pirovnebebisagan, romelTa azric

sazogadoebisaTvis mniSvnelovania. aseTi jgufi xSirad axdens zegavlenas im

adamianebzec, romlebic maT ar ganekuTvnebian. iseve rogorc Tineijeri

kalaTburTeli imedovnebs,rom odesme Los Angeles Lakers-Si iTamaSebs, aseve nebis-

mieri individi miiswrafvis romeliRac erTaderT e.w. sawadel jgufSi (aspira-tion group) moxvedrisken. marketologebi cdiloben, gamoavlinon TavianTi mizno-

brivi bazrebis sarekomendacio jgufebi. maTi saSualebiT pirovnebebs

uCveneben, Tu rogor moiqcnen, ra cxovrebis stili airCion, ra damokidebuleba

unda hqondeT garkveuli produqtisa da brendis mimarT da a.S.

jgufis gavlena cvalebadia produqtebisa da brendebis mixedviT. pro-

duqciisa da brendis mwarmoeblebi,romlebic Zlieri jgufis zegavlenis prin-

cips iziareben, unda mixvdnen, Tu rogor daukavSirdnen aazzrriiss ggaammaavvrrcceelleebbeellss

– anu sarekomendacio jgufSi myof pirovnebas,romelic gansakuTrebuli kval-

ifikaciis, codnis, pirovnuli Tvisebebis an sxva unaris gamo gavlenas axdens

jgufis sxva wevrebze.

erT-erTi bolo kvlevis mixedviT gamovlinda, rom aTidan erTi

amerikeli danarCen cxras eubneba, Tu rogor unda miscen xma, sad

isadilon da ra iyidon. isini axdenen zegavlenas tendenciebis


socialuri klasebi

aSS-Si

jjgguuffeebbii (Group)saerTo miznis an

miznebis mqone ori

an meti adamiani.

aazzrriiss ggaammaavvrrcceellee--

bbeellii (Opinion leader)sarekomendacio

jgufSi myofi pi-

rovneba, romelic

gansakuTrebuli Cve-

vebis, ganaTlebis, pi-

rovnuli Tvisebebis

an sxva unarTa gamo

gavlenas axdens

jgufis sxva wevre-

bze.

Camoyalibebaze, zemoqmedeben masobriv

azrze da, rac yvelaze mniSvnelovania,

udidesi raodenobiT produqcias `yid-

ian~. maT miekuTvnebian is adreuli

amTvisebelni (early adopter), romelTac

pirvelebs hqondaT cifruli fotokam-

era da romlebic 11 seqtembris Semdeg

pirvelebi gafrindnen TviTmfrinaviT.

isini Seadgenen amerikelTa 10%-s,

romelTac gansazRvres,Tu rogor unda

icxovron danarCenebma TavianTi dade-

biTi da uaryofiTi mxareebis gaTva-

liswinebiT.14

bevri marketologi cdilobs, gamoavli-

nos TavianTi produqciis Sesaxeb azris

gamavrceleblebi da marketinguli Zalis-

xmeva warmarTon maTken. isini iyeneben e.w.

bazmarketings, romlis mizania sazogadoe-

baSi garkveuli azris gasavrceleblad

Sexedulebebis gamavrcelebelTa spe-

cialuri momzadeba. magaliTad, niu-iorkis

erT-erTi marketinguli kompania – Big FatPromotions-i qiraobs xalxs, romlebic esaub-

rebian tavernis mepatroneebs garkveuli

saxis liqioris xarisxsa da Rirsebaze;

porties, romelic internetiT Sesyidul saqonels Senobis vestibiulSi

awyobs; dedebs, romelnic bavSvebis mcire ligis TamaSebze axal sarecx

saSualebebze laparakoben, dabolos, mgzavrebs, romlebic saxlisaken mimaval

gzaze axal PDA-ze TamaSoben.15 qvemoT mocemulia bazmarketingis kidev erTi

magaliTi.

los-anjelesi. zafxuli. kafe-baris zustad mopirdapire mxares

Tvals mogWriT gaprialebuli, momajadoebeli motocikletebi da

maTze amxedrebuli mrbolelebi, romelnic, rogorc Cans, dainterese-

bulni arian Tqveni gacnobiT. maT Vespa-s motorelze Tqveni erTi kom-

plimentic ki sakmarisia, rom baikerebma siamovnebiT dagiweron

misamarTi da telefonis nomeri. magram ara TavianTi, aramed im adg-

ilobrivi butikisa, sadac Tqven SegiZliaT sakuTari Vespa-s motoro-leri SeiZinoT, rogorc es repis varskvlavma siskom da kinos dedo-

falma sandra bulokma gaakeTes. da ai, aq ukve simarTle

gamoaSkaravda: es ar aris spontanuri Sexvedra. isini motoroleris

mZRolebad arian daqiravebulni Vespa-s xarjze, imisaTvis, rom rac

SeiZleba metad Seamkon axalgamoSvebuli evropuli motocikletebi.

keTili iyos Tqveni mobrZaneba bazmarketingis axal samyaroSi! baz-

marketologebs axla rekorduli raodenobiT SexvdebiT quCebSi, kafe-

barebSi, Ramis klubebsa da internetSi. Vespa-s hyavs Tavisi motocik-

listebis jgufi. Hebrew National-i agzavnis ,,dedebis jgufs’’, raTa

Tavisi hoT-dogebi ezoSi gamarTul mayalze Sewvan, maSin roca kompa-

nia Hasbro Games-s hyavs asobiT meoTxe da mexuTe klaselebis saxiT

,,saidumlo agentebi~, romlebmac unda miityuon Tanatolebi Hasbro’sPOX-is eleqtronuli TamaSiT. maTi mizania, TiToeul sazogadoebaSi

tendenciis mimdevrebis moZebna da megobrebsa da TayvanismcemlebSi

TavianT brendze maTi alaparakeba. 16

oojjaaxxii.. myidvelis ojaxis wevrebs Zalian didi zegavlenis moxdena SeuZliaT

mis qcevaze. ojaxis faqtors detalurad ikvleven. marketologebi daintere-

sebulni arian qmris, colisa da bavSvebis roliTa da gavleniT sxvadasxva

produqtisa da momsaxurebis yidvis procesze.

produqciis yidvisas col-qmris roli Zalian mravalferovania, rac

damokidebulia Sesyiduli produqtis kategoriaze. aSS-Si,tradiciulad,coli


■ azris gamavrceleblebi: marketologebi iyeneben e.w. bazmarket-

ings, risTvisac izidaven cnobil pirebs an specialurad qmnian ki-

dec azris gamavrceleblebis saxeebs maT mier TavianTi brendebis

propagandisaTvis. magaliTad, Vespa-s motorolerze mjdomi mode-

lebi avrceleben am kompaniis produqciis Sesaxeb dadebiT, sasi-

keTo informacias.


ganagebda sakvebis, saojaxo produqtebisa da tansacmlis yidvas. magram axla,

rodesac qalebis 70% muSaobs, mamakacebi ufro dainteresebulni arian

saojaxo SesyidvebiT da ganageben sakvebis Sesyidvebis 40%-s. saerTo jamSi,

sayidlebis 85% modis qalebze, romlebic weliwadSi 6 trilion dolars

xarjaven.17

aseTi cvlilebebi adasturebs, rom marketologebma orive sqesis warmo-

madgenlebi unda amoiRon mizanSi. magaliTisTvis ganvixiloT sacalo movaWre

Lowe’s-is saqmianoba.

daiwyo brZola Tqveni saxlebis iersaxis gaumjobesebaze gan-

kuTvnili dolarebisaTvis. kompania Lowe’s-ma ieriSi miitana da

Zlevalmosilad daamarcxa Home Depot da aiZula, dacvaze gadasuliyo.

es ar aris gasaidumloebuli xriki: moxibleT qalebi, radgan swored

isini male ukan moitoveben TavianT qmrebs. Lowe’s-is mier Catarebuli

kvlevis Tanaxmad, saxlebis iersaxis gasaumjobeseblad saWiro

saqonlis yidvis iniciatorebi, ojaxSi, qalebi arian. isini iReben

gadawyvetilebaTa 80%-s, gansakuTrebiT samzareulos mowyobis,

iatakis dafarvis da abazanebis mowyoba-mopirkeTebis dros gamosa-

yenebeli saqonlis yidvisas. qalebi Zalian afaseben Lowe’s-is maRaziisesTetikas. isini naTeli da vrcelia, daxlebs Soris gasasvlelebSi

siwynarea, aranairi CoCqoli, aq savaWro mwkrivebSi supermarketis

msgavsi niSnebia damagrebuli. ikrZaleba Taroebis win, iatakze

saqonlis dawyoba. aseTi qmedeba wliur Semosavals, maRaziis yovel

kvadratul metrze, zrdis, magram mwkrivebs Soris gasasvlelebs

ketavs, rac ar moswonT mdedrobiTi sqesis warmomadgenlebs.

axalgazrda CrdiloeTkarolineli wyvili pem da Soun penulinebi,

romelTac axlaxan SeiZines bina sami saZinebliT, savaWrod wavidnen

Lowe’s-isa da Home Depot-is maRaziebSi. pemis azriT, Lowe’s-Si ufromegobruli damokidebuleba aqvT. iq aris saxlis interieris

mowyobilobaTa farTo arCevani da es maRazia araa orientirebuli

kontraqtorebze. Lowe’s yuradRebas amaxvilebs xelgaSlil qalebze.

ganvlili 10 wlis ganmavlobaSi Lowe’s-is yovelwliuri ukugeba 30%

iyo, maSin rodesac Home depot-is maCvenebli mxolod 10%-s Seadgenda.18

ojaxSi yidvaze gadawyvetile-bis miRebis procesSi bavSvebis gavlenac

Zlieria. magaliTad, eqvsi wlis

asakis bavSvebma SeiZleba ojaxis

mier manqanis SeZenis Sesaxeb

gadawyvetilebis miRebaze imoqme-

don. am faqtis gaTvalis-winebiT,

Toyota-m Tavis miniavtobus Sienna-saTvis bavSvebze gaTvlili

sareklamo kampania ganaxorciela.

Tu sxva am klasis manqanis mwar-

moebeli firmebis reklamebi

yuradRebas amaxvileben dedebze da

ojaxis wevrebze, axali Sienna-sreklamebi bavSvebze arian orien-

tirebulebi. magaliTad, erT-erT

reklamaSi Sienna-s dizaincentrisinJinrebi yvelafers akeTeben,

imisaTvis, rom rac SeiZleba meti

fuli gamosZalon mdidar klien-

tebs. maT upirispirdeba sami

velosipedisti gogona, romlebic

iTxoven garkveul maxasiaTeblebs

da sxvebs rCevebsac sTavazoben: `me

msurs 100 finjnis damWeri,~ _

ambobs erTi. `14 sakmarisia?~ _

ekiTxeba inJineri. meore reklamaSi

gamyidveli bavSvi Toyota-s centrSi

■ ojaxis gavlena Sesyidvebze: qali myidvelis misazidad Lowes yuradRe-

bas amaxvilebs esTetikaze _ naTel da haerovan maRaziebze, farTo da Ta-

visufali gasasvlelebiT savaWro rigebs Soris, supermarketebis msgavsi

maCvenebeli niSnebiT. ,,moxibleT qalebi, radgan swored isini male ukan

moito-veben male qmrebs~.

myidvel bavSvs mini-batutis yidvas sTavazobs. `mas aqvs 230hpV6~, _ eubneba

gamyidveli bavSvs. `es ras niSnavs?~ _ kiTxulobs myidveli. `pasuxSi darw-

munebuli ar var~, _ miugebs pirveli. reklama aseT daskvnas akeTebs: `yve-

laferi, rac bavSvebs surT. Yyvelaferi, rac Tqven gWirdebaT.~19

rroolleebbii ddaa ssttaattuussii.. adamiani bevr jgufSia gawevrianebuli – ojaxi, klubebi,

organizaciebi. adamianis pozicia TiToeul jgufSi SeiZleba ganisazRvros

roliTa da statusiT. mSoblebis gverdiT ana floresi asrulebs qaliSvilis,

ojaxSi _ colis, kompaniaSi ki _ brendis menejeris rols. roli im

saqmianobebis erTobliobaa, romelsac elodeba mocemuli adamianisgan misi

garemocva. ana floresis yoveli roli zegavlenas moaxdens mis msyidvelobiT

qcevaze. yovel rols Seesabameba statusi, romelic asaxavs sazogadoebis mier

mocemuli rolisaTvis miniWebul Sefasebas. magaliTad, brendis menejeris

rols Cvens sazogadoebaSi aqvs ufro maRali statusi, vidre qaliSvilisas.

rogorc brendis menejeri, ana iyidis iseTi saxis tansacmels, romelic,

garkveulwilad, mis rolsa da statuss asaxavs.

ppiirroovvnnuullii ffaaqqttoorreebbii.. myidvelis gadawyvetilebebze aseve zemoqmedebs iseTi

pirovnuli maxasiaTeblebi, rogorebicaa: myidvelis asaki da sasicocxlo

ciklis etapi, profesia, ekonomikuri mdgomareoba, cxovrebis stili, pirovneba

da TviTaRqma.

aassaakkii ddaa ssaassiiccooccxxlloo cciikklliiss eettaappii.. adamianebi cxovrebis sxvadasxva etapze

sxvadasxva produqcias yiduloben. es exeba sakvebs, tansacmels, avejs Tu

garTobas. gemovnebis cvlileba adamianis asakTan aris dakavSirebuli. yidva

aseve damokidebulia ojaxis sasicocxlo ciklis etapze, rac ojaxSi droTa

ganmavlobaSi mimdinare cvlilebebs asaxavs. marketologebi TavianT

miznobriv bazrebs xSirad ojaxis sasicocxlo ciklis etapis mixedviT

gansazRvraven da TiToeuli etapisTvis Sesaferis produqtebsa da

marketingul gegmebs qmnian.

tradiciuli ojaxis sasicocxlo ciklis etapebi moicavs axalgazrda

martoxelebs da daojaxebul bavSvebian wyvilebs. dRes kompaniebi sul ufro

metad uSveben produqtebs alternatiul, aratradiciul etapebze myof

pirebisTvis (dauqorwinebeli wyvilebi; martoxelebi, romlebic gvian ebmebian

ojaxis uRelSi; uSviloebi; erTi sqesis wyvilebi; martoxela mSoblebi;

mSoblebs,romelTac hyavT mozrdili Svilebi da sxvebi). magaliTad, axla sul

ufro meti kompania muSaobs imisTvis, rom swrafad mzardi raodenobis

ganqorwinebul wyvilebs moemsaxuros (ixileT marketingi muSaobis procesSi

5.1).

axlaxan Sony-m Secvala Tavisi marketinguli midgoma. man orientacia aiRo

miznobrivi bazris sasicocxlo ciklis etapebis gamovlenaze da Sesabamisi

produqciis Seqmnaze. am analizis Sesabamisad gamovlinda 7 sasicocxlo

etapis segmenti. maT Sorisaa Taoba Y (25 wlamde); axalgazrda profesion-

alebi/DINKs (ormagi Semosavali, aranairi bavSvebi, asaki _ 25-34weli); daojaxe-

bulebi (35-54 weli) da e.w. `zumerebi~ _zoomers (asaki _ 55 weli da zeviT).

axlaxan Sony-m daamzada reklama, romelic ,,zumerebze’’ aris gamoznuli.

zumerebi warmoadgenen iseT xalxs, romlebic pensiaze gavidnen an apireben

gasvlas. reklama uCvenebs adamians, romelic cxovrobs im ocnebiT, rom

gaaRwios samyaros maryuJebidan. Sinaarsi exeba ara marto pensiaze gasvlas,

aramed im fsiqologiuri cxovrebis safexurebis Secvlas, rac Tan axlavs am

process. `Cveni mizania momxmarebelTan daaxloeba,~ _ ambobs Sony-is mar-ketingis aRmasrulebeli.20

ssaaqqmmiiaannoobbaa.. adamianis saqmianoba zemoqmedebs nayidi saqonlis da momsaxurebis

xasiaTze. fizikuri samuSaos Semsrulebeli pirebi ufro uxeS samuSao

tansacmels yiduloben, maSin rodesac kompaniis prezidentebi _ bizneskos-

tiumebs. marketologebi cdiloben im dasaqmebuli jgufebis identificerebas,

romelnic arian dainteresebulni maTi produqtebiTa da momsaxurebebiT. kom-

panias SeuZlia mxolod specialuri produqtebi Seqmnas, romlebic konkretul

dasaqmebul jgufs sWirdeba. kompaniebi, romlebic kompiuterebis programul

uzrunvelyofas amuSaveben, qmnian sxvadasxva programas brendis menejere-

bisaTvis, buRaltrebisaTvis, inJinrebisaTvis, advokatebisa da eqimebisaTvis.



rodesac los-anjelesel fsiqolog

eila mesgals ojaxi daengra, ukan ar

mouxedavs. man Tan waiRo mxolod

tansacmeli da memkvidreobiT miRe-

buli zogierTi WurWeli. miuxedavad

amisa da mwiri Semosavlisa, ramdeni-

me Tvis Semdeg man 6,000 aSS dola-

rad muqi feris divani da saZinebeli

garnituri SeiZina. `Zalian bevri mo-

tivi maqvs, rom swrafad Sevavso Cemi

bina. es aris SesaZlebloba, CemTvis

raRaca gavakeTo.~

kim lombardma, satelevizio pro-

diuserma torontoSi, meuRlesTan gan-

Sorebidan 2 wlis Semdeg, aseve Tavi-

dan moawyo bina axali avejiT, Tumca

ara sakuTari surviliT. `rodesac

colma mimatova, Tan waiRo yvelafe-

ri~, _ ambobs kimi. man 25,000 dolari

daxarja, divanis, kargi matrasis da

50-duimiani ekranis mqone televizo-

ris SesaZenad. aqve SegviZlia ganvi-

xiloT moulodnelad martod darCe-

nili uol stritis bankiris magali-

Ti, erT naSuadRevs man daxarja 3,000

dolari Tavisi 17 wlis tyupebisaT-

vis saZinebeli oTaxis mosawyobad.

axlad daqorwinebulma gamomcemel-

ma, romelic Arts and Craft-is avejis ma-

Razias ewvia, raTa Gustav Stickley-issaZine-beli SeeZina, magram maRazia

sawo- liT, savarZliT, magidiTa da

karadiT xeldamSvenebulma datova.

aSS-Si bolo 30 wlis ganmavlo-

baSi ganqorwinebulTa ricxvi 5-jer

gaizarda da, Tu 1970 wels Seadgenda

4 milions, 2000 wlisaTvis 20 milions

miaRwia. pirvelad daqorwinebulTa

TiTqmis naxevris Tanacxovreba gay-

riT mTavrdeba. aqedan gamomdinare,

marketologebi midian im daskvnamde,

rom ganqorwinebulebi warmoadgenen

bazris aratradiciul segments. ro-

desac ori adamiani erTmaneTTan kav-

Sirs wyvets, maT Soris qonebis Tana-

bari ganawileba iSviaTia. Cveuleb-

riv, erT-erTi maTgani itovebs TiT-

qmis yvelafers, meore ki sayidlebze

midis.

`ganqorwinebis maRali done ave-

jis biznesis macocxlebeli Zalaa.~

eWvgareSea, rom momxmareblebis moti-

vacias SesyidvasTan dakavSirebiT,

cxovrebis etapebi gansazRvravs. isi-

ni yiduloben, rodesac qorwindebian

da rodesac Sordebian.~ axlad

daqorwinebulebis msgavsad, axlad

ganqorwinebulebsac sWirdebaT

saxlis Sevseba, WurWlis tiloebiT

da oTxnawiliani saZinebeli garni-

turiT dawyebuli da brtyelekrani-

ani televizorebiT damTavrebuli.

`momaval wels aSS-sa da kanadaSi

ganqorwinebuli 2,4 milioni adamia-

nis sul mcire naxevari swored saZi-

neblebs SeiZens. maTi ricxvi ki mil-

ions aRwevs. ufro didi niSis povna

SeuZlebelia,~ _ ambobs den kuverti,

Jurnal Divorce-is (ganqorwinebulTa

Jurnali) gamomcemeli.

ganqorwinebuli wyvili saqonels

mxolod saWiroebis gamo ar yidu-

lobs, Sopingi tkivils ayuCebs. ku-

vertis TqmiT, gayrili adamianebi

`warmoadgenen uzarmazar potenciur

bazars, radgan isini fuls xarjaven

`wamalze~, romelic maT ukeT agrZno-

binebs Tavs.~ is iqve dasZens, rom isi-

nic ki, vinc finansur kriziss ganic-

dian – ZiriTadad qalebi, romelnic

didi xnis Semdeg eyrebian meore nax-

evars – cdiloben, sakuTar Tavs sau-

keTeso saSualebiT umkurnalon.

Jurnalis myidvelTa gamokvleviT

dadginda, rom kacebis 78% gasarTob

sistemas yidulobs, maSin rodesac

qalebis 69% axali saZineblis SeZe-

nas amjobinebs.

sacalo movaWreebi, rogorebicaa

Crate&Barrel, Sears da Ikea, Seiswavlian

martoxela klientebs, maT moTxovni-

lebebs da zrunaven maTze. `Cveni

gamyidvelebi amboben, rom isini zog-

jer Terapevtebad grZnoben Tavs. maT

ician, rom SeuZlebelia yvela mowye-

nili adamianis gamxiaruleba. es

swored is situaciaa, romelic

moiTxovs Zalze gonivrul midgo-

mas.~ avejis erTma CrdiloeTkaro-

linelma damamzadebelma Tavisi gam-

yidvelebi gawvrTna, imisaTvis rom am

ukanasknelebs Tvalyuri edevnebinaT

im myidvelebisaTvis, romelTac

msgavsi gansakuTrebuli moTxovni-

lebebi aqvT. `Cven Cvenive gamyidve-

lebs vaswavliT, rogor unda moemsa-

xuron adamians, romelic maRaziaSi

daxetialobs. es ukanaskneli SesaZ-

loa, ubralod, iyos saxlidan gamo-

suli,~ _ ambobs kompaniis mflo-

beli.

Ikea-s warmomadgeneli qalbatoni

akeTebs daskvnas, rom myidvelTa erT

mesamedze meti, romlebTanac man 5 we-

liwadze meti imuSava, rogorc di-

oorriieennttaacciiaa bbaazzrriiss aarraattrraaddiicciiuull sseeggmmeenntteebbzzee:: ggaaSSoorrddiiTT

TTqqvveennss mmeeoorree nnaaxxeevvaarrss?? __ mmiiaaSSuurreeTT ssaayyiiddlleebbss

5.1

gagrZeleba ix. gv. 154

cxovrebis sxvadasxva etapze gaTvlili marketingi: marketologebma aRmoaCines,

rom, rodesac ganqorwinebuli wyvilis romelime naxevari midis sayidlebze, is,

axaldaqorwinebulebis msgavsad, xelaxla iZens Tavisi saxlisaTvis saqonels,

dawyebuli samzareulos nivTebidan, damTavrebuli televizorebiT.

eekkoonnoommiikkuurrii mmddggoommaarreeoobbaa.. adamianis ekonomikuri mdgomareoba zegavlenas

axdens mis mier produqtis arCevanze. ana floress SeuZlia iyidos Zvirfasi

Nikon-i, Tu mas sakmarisi Semosavali, danazogi an sesxis aRebis saSualeba aqvs.

mwarmoeblebic, romlebic awarmoeben saqonels fasisadmi mgrZnobiare

momxmareblisaTvis, ZiriTadad akvirdebian piradi Semosavlis danazogis da

saprocento ganakveTis cvlilebis tendenciebs. Tu ekonomikuri indikatorebi

migviTiTebs recesiaze, marketologebs SeuZliaT Secvalon TavianTi

produqtebi.

ccxxoovvrreebbiiss ssttiillii erTi da imave subkulturis, socialuri klasis da profe-

siis adamianebs SesaZloa cxovrebis sxvadasxva stili hqondeT. cxovrebis

stili aris pirovnebis cxovrebis wesi, gamoxatuli mis saqmianobaSi,

interesebsa da SexedulebebSi an mis fsiqografiaSi. momxmareblis cxovrebis

stilis gansazRvrisaTvis ZiriTadad gamoiyeneba e.w. AIO maCveneblebi _

Activities-saqmianobebi (samuSao, hobi, vaWroba, sporti, socialuri movlenebi),

Interests-interesebi (sakvebi, moda, ojaxi, garToba) da Opinions-Sexedulebebi

(sakuTar Tavze, socialur problemebze, biznesze, produqtebze). cxovrebis

stili gulisxmobs ufro mets, vidre pirovnebis socialur klass an

individualobas. is moicavs pirovnebis moqmedebebisa da urTierTobis srul

models.

ramdenime kvleviTma kompaniam daamuSava cxovrebis stilis klasifikacia.

maTgan yvelaze gavrcelebulia SRI Consulting-is faseulobebis da cxovrebis

stilis (VALS – Values and Lifestyles) tipologia. VALS adamianis klasifikacias axdens

imis mixedviT, Tu rogor atareben isini dros da xarjaven fuls. igi gamoyofs

momxmarebelTa 8 jgufs ori ZiriTadi maCveneblis safuZvelze: sawyisi motivacia

da resursebi. sawyisi motivacia moicavs idealebs, miRwevebsa da TviTgamoxatvas.

SRI Consulting-is mixedviT,momxmareblebi,romlebic motivirebulni arian idealebiT,

codniTa da principebiT xelmZRvaneloben. momxmareblebi, romlebic motivi-

rebulni arian miRwevebiT, eZeben iseT produqtebsa da momsaxurebebs, romlebic

sxvis TvalSi miRwevas niSnavs. momxmareblebi, romlebic motivirebulebi arian

TviTgamoxatviT, miiswrafvian socialuri an fizikuri saqmianobisaken, mraval-

ferovnebisa da riskisaken.

TiToeuli orientaciis SigniT momxmareblebi, Tavis mxriv, iyofian maRali

resursebisa da dabali resursebis mqone jgufebad. resursi ganisazRvreba

Semosavlis, ganaTlebis, janmrTelobis, TviTdajerebulobis, energiisa da sxva


zainis konsultantma, ganqorwinebu-

li mamakacebi iyvnen. zogjer gamyid-

veli qalebi sakuTar TavSi surogat

colebs aRmoaCenen xolme. magali-

Tad, saxlis avejis konsultanti

Ikea-s Cikagos maRaziaSi Seron klei-

ni, romelic myidvels dizainze aZ-

levs rCevebs. misi TqmiT, is xSirad

xvdeba `jentlmens, romelsac viRa-

cis, ufro metad ki qalis, daxmareba

sWirdeba aucilebeli nivTebis sa-

yidlad. isini giaxlovdebian da geu-

bnebian `damexmareT!~ is aqve dasZens,

rom, rodesac jeri bavSvebis saZineb-

lis mowyobaze midgeba, imave myidve-

lebis safuleebi uZiro xdeba. `maT

yovelTvis surT Zalian bevri dama-

tebiTi nivTis yidva, raTa bavSvebis

oTaxi ufro metad momxibvleli

gaxadon, vidre sxva mSoblebis mier

mowyobili oTaxebi,~ _ ambobs igi.

bazris zrdis Sesabamisad, rekla-

mis Semqmnelebi aqtiurdebian. Sears-isganqorwinebaze gadaRebulma sate-

levizio reklamam wlebs gauZlo.

erT dros mosiyvarule ganqorwi-

nebuli wyvili, romelmac gaiyo sa-

recxi da saSrobi manqanebi, Sears-Sidadis sayofacxovrebo teqnikis

sayidlad. isini uxerxulad uRimian

erTmaneTs. es cxovrebiseuli situa-

ciis iumoristuli aRqmaa.

ramdenime wlis win Ikea-m gauSvasatelevizio reklama, rac kargi da-

sawyisi iyo. masSi naCvenebia saWesTan

mjdomi qalbatoni, romelsac ukan

mZinare qaliSvili uzis. is xmamaRla

fiqrobs ganqorwinebasa da axali

cxovrebis dawyebaze. retrospeqtu-

lad ki gviCvenebs swored am qalba-

tons, romelic Ikea-s maRaziaTa ga-

savlelebSi daqris. presam da sazo-

gadoebam es kampania Zalian kargad

aRiqva.

bevri marketologi Tavs aridebs

ganqorwinebulTa segments, rogorc

Zalian pesimisturs. `ganqorwinebu-

lebi qmnian uaryofiTi emociebiT

damuxtul bazris niSas. istoriu-

lad, reklamis avtorebi ufro pozi-

tiur imijs qmnian, magram es Seic-

vleba, radgan tendencia mimarTulia

miznobrivi segmentisaken~, _ ambobs

erTi analitikosi.

Montauk Sofa iyo erT-erTi pirvel-

Tagani, romelmac maRalemociuri

reklama Seqmna. moRimarsaxiani qal-

batoni 1 900-dolarian rbil savar-

ZelSi zis. teqsti iwyeba muqi feris

asoebiT gamoyvanili sityvebiT: `mi-

matova. bewvze gadavrCi. ra menaR-

vleba... divani xom Cemia.~ am rekla-

mam iseTi kargi STabeWdileba moax-

dina Montauk-ze – monrealSi dafuZ-

nebuli avejis mwarmoebel kompania-

ze, romelsac Svidi maRazia aqvs aSS-

sa da kanadaSi – rom 5 wlis

ganmavlo-baSi is swored mas atri-

alebda. `Cven STambeWdavi reaqcia

miviReT ganqorwinebulebisaganac da

asakSi SesulTaganac. qalebs es

reklama gansakuTrebiT moswonT. igi

maT Zalas matebs,~ _ ambobs tim

zito, Montauk-is mflobeli.

droTa ganmavlobaSi, erT dros

tabudadebuli Tema axal mniSvne-

lobas iZens: `gayrilTa registra-

cia.~

ccxxoovvrreebbiiss ssttiillii

(Lifestyle)pirovnebis cxovre-

bis wesi, romelic

gamoixateba mis saq-

mianobaSi, intereseb-

Si da SexedulebebSi.


faqtorebis erTobliobiT. momxmareb-

lebi, romelTac resursebis Zalian

maRali an Zalian dabali done aqvT,

sawyisi motivaciebis miuxedavad, iyofian

inovatorebad da arsebobisaTvis mebr-

Zolebad. inovatorebi arian adaminebi,

romelTac imdeni resursi gaaCniaT, rom

isini sxvadasxva xarisxSi warmoadgenen

samive sawyis motivacias. maTgan gan-

sxvavebiT, arsebobisaTvis mebrZolni

arian is adamianebi, romelTac imdenad

mcire resursebi aqvT, rom ar gaaCniaT

Zlieri sawyisi motivacia. maT yuradReba

unda gaamaxvilon moTxovnilebebis da

ara survilebis dakmayofilebaze.

ludis cnobil brend Iron City-ismarkis mwarmoebelma kompaniam pitsbur-

gidan faseulobebisa da cxovrebis sti-

lis (VALS) tipologia imijis ganax-

lebisa da gayidvis gaumjobesebisaTvis

gamoiyena. Iron City-is ludis realizacia

mcirdeboda, vinaidan misma erTgulma,

asakSi Sesulma momxmarebelma daiwyo

naklebi ludis moxmareba. SedarebiT

axalgazrdebi ki am brends ar yidu-

lobdnen. VALS-is tipologiam aCvena,rom,

zogadad, ludis momxmareblebis yvelaze

did segments warmoadgenen gamocdi-

lebis SemZenni, xolo maT Semdeg

raRacisken mswrafvelebis. imisaTvis rom

gaeanalizebinaT Iron City-is imijTan

dakavSirebuli problemebi, kompaniam am

segmentebis gamokiTxva Caatara. maT

dauriges sxvadasxva tipis adamianTa

suraTebi, raTa maTSi Iron City-s brendispirveli momxmareblebi da Semdeg maTi

msgavsi adamianebi amoecnoT. xalxma IronCity-is momxmareblebad daasaxela muSebi,

romelnic adgilobriv barTan iyvnen

gaCerebulni. miuxedavad amisa, isini Tavs

miiCnevdnen ufro Tanamedrove, gamrje da

garTobis moyvarul adamianebad. isini mkacrad uaryofdnen pitburgis usaxur,

mZime industriis imijs. am gamokvlevis mixedviT, Iron City-m Seqmna reklamebi,

romlebiTac erTmaneTTan daakavSira Tavisi ludi da miznobrivi

momxmareblis axali, TviTdamkvidrebuli imiji. am reklamebma ki erTmaneTTan

daakavSira Zveli pitsburgis da axali, ganviTarebadi qalaqis imiji –

axalgazrda gamocdilebis SemZenni da raRacisken mswrafvelebi, romlebic

erTobian da muyaiTadac muSaoben. kampaniis dawyebidan zustad erT TveSi IronCity-is gayidvebi 26%-iT gaizarda.21

cxovrebis stilis segmentacia SesaZloa gamoyenebul iqnas imis gasagebad,

Tu rogor iyeneben momxmareblebi internets, kompiuterebsa da sxva

teqnologiebs. kompania Forrester-ma ganaviTara `teqnografikis~ sqema, romelic

momxmareblebs segmentebad yofs motivaciis, survilisa da teqnologiaSi

fulis dabandebis SesaZleblobebis mixedviT. am sqemis Sesabamisad,

momxmareblebi daiyo 10 kategoriad. maT Soris aris:22

■ mmoowwiinnaavveeeebbii:: kompiuterul teqnologiaze yvelaze did fuls xarjaven. isini

karieraze koncentrirebulni, droSi SezRudulebi, moqnilni da

teqnologiis ZiriTadi momxmareblebi arian;

■ aaxxaallii eeppooqqiiss SSvviilleebbii:: aseve fulis mflangvelebi, magram orientirebulni

teqnologiaze, romelic gamoiyeneba ojaxis ganaTlebisa da garTobisTvis.

■ cxovrebis stili: axali imijis stimulirebisaTvis Iron City-is lu-

dis reklamaSi Sereulia Zveli pitsburgis da axali, dinamikuri qa-

laqis damaxasiaTebeli elementebi. maT Soris naCvenebia misi axal-

gazrda, siaxleebis moyvaruli mcxovreblebi, romlebsac swadiaT

garTobac da muyaiTi Sromac.

■ kkoommppiiuutteerrzzee mmiijjaaWWvvuulleebbii:: ,,anu, ase vTqvaT, kompiuteris Tagvze orientire-

bulebi: momxmareblebi, romlebic interaqtiur garTobaze amaxvileben

yuradRebas da surT, uaxles gasarTob teqnologiaze daxarjon fuli.

■ tteeqqnnoollooggiiiissaaTTvviiss mmeebbrrZZoollnnii:: momxmareblebi, romlebic wina planze ayeneben

teqnologiebs;

■ ttrraaddiicciioonnaalliisstteebbii:: patara qalaqebis mcxovrebni, romelTac, ZiriTadi masis-

agan gansxvavebiT, eWvi eparebaT teqnologiis ganviTarebaSi.

Delta Airlines-ma teqnografiki gamoiyena internetis meSveobiT bileTebis

gayidvis gasaumjobeseblad. man marketinguli kampaniebi ganaxorciela

mowinaveebisa da axali epoqis SvilebisaTvis. xolo sakuTari miznobrivi momx-

mareblis siidan amoSala teqnologiisadmi pesimisturad ganwyobili pirebi.

guldasmiT gamoyenebis SemTxvevaSi, cxovrebis stilis koncefcias SeuZ-

lia marketologebs daexmaros momxmarebelTa faseulobebis SecvlaSi da,

agreTve, imis garkvevaSic,Tu rogor efeqts axdens es faseulobebi maT qcevaze

yidvis procesSi. ana floress, magaliTad, SeuZlia nebismieri roli airCios –

unariani diasaxlisi, karieraze orientirebuli profesionali Tu Tavisufali

suli an samive erTad. is TamaSobs ramdenime rols da is gza, romliTac is am

samive rols erTmaneTs ukavSirebs, gamoxatavs misi cxovrebis stils. im

SemTxvevaSi, Tu is profesionali fotografi gaxdeba, misi cxovrebis stilic

Seicvleba, samagierod, Seicvleba isic, Tu ras da rogor yidulobs.

ppiirroovvnneebbaa ddaa TTvviiTTaaRRqqmmaa.. TiToeuli adamianis gansxvavebuli pirovnuli maxasia-

Teblebi gavlenas axdens mis qcevaze yidvis procesSi. ppiirroovvnneebbaa aris indi-

vidis unikaluri fsiqologiuri maxasiaTeblebi, romlebic ayalibebs Sedare-

biT xangrZliv da Tanmimdevrul qcevas garemosTan mimarTebaSi. pirovneba

xSirad aRiwereba iseTi zedsarTavebiT, rogorebicaa Tavdajerebuli, gavleni-

ani, komunikabeluri, avtonomiuri,daculi da agresiuli. pirovnuli maxasiaTeb-

lebis gamoyeneba SeiZleba momxmareblis yidvis qcevis gasaanalizeblad.

magaliTad, yavis mwarmoeblebma aRmoaCines,rom yavis intensiuri momxmareblebi

komunikabelurni arian. amdenad, myidvelTa misazidad kompania Starbucks-i qmnisiseT garemos, romelSic adamianebs SeuZliaT gantvirTva, dasveneba da saubari

finjan cxel yavasTan erTad.

arsebobs idea, rom brendsac gaaCnia pirovnuli maxasiaTeblebi da rom

momxmareblebi irCeven im brends, romlis pirovneba maT sakuTars Seesabameba.

brendis pirovneba aris maxasiaTeblebis specifikuri kompleqsi, romelic

SeiZleba mieweros ama Tu im brends. erT-erTma mkvlevarma brendis pirovnebis

5 maxasiaTebeli gamoyo:23

11.. gulwrfeloba (praqtikuli, patiosani, alali da mxiaruli);

22.. aRelvebuloba (Zvirfasi, cocxali, STambeWdavi da Tanamedrove);

33.. kompetenturoba (sando, inteleqtualuri da warmatebuli);

44.. daxvewiloba (umaRlesi klasi da momxibvleli);

55.. simkacre (uxeSi).

mkvlevarma aRmoaCina, rom cnobili brendebis didi nawili erT-erT

maxasiaTebelTanaa asocirebuli: Levi’s-i _ `simkacresTan~, MTV-i (musikaluri

satelevizio programebi) _ `aRelvebasTan~, CNN-i _ `kompetenturobasTan~,

Campbell _ `gulwrfelobasTan~. aqedan gamomdinare, es brendebi im adamianebis

yuradRebas ipyroben, romelnic imave pirovnul maxasiaTeblebs atareben.

bevri marketologi iyenebs koncefcias, romelic dakavSirebulia

pirovnebasTan – individis TviTaRqma (igive TviTimiji). TviTaRqmis ZiriTadi

winapiroba aris is, rac gaaCniaT adamianebs, exmareba da gavlenas axdens maT

pirovnebaze. anu `Cven varT isini, rac varT.~ amgvarad, momxmareblis qcevis

Sesaswavlad marketologebma, Tavdapirvelad, unda Seiswavlon urTierTkav-

Siri,romelic momxmareblis TviTaRqmasa da mis realur niSan-Tvisebebs Soris

arsebobs.

ffssiiqqoollooggiiuurrii ffaaqqttoorreebbii.. Sesyidvis procesSi adamianis arCevanze did gavle-

nas axdens oTxi fsiqologiuri faqtori: motivacia, aRqma, swavla, rwmena da

damokidebuleba.


ppiirroovvnneebbaa (Personality)individis unikaluri

fsiqologiuri maxa-

siaTeblebi, romle-

bic ayalibebs Seda-

rebiT xangrZliv da

Tanmimdevrul qcevas

garemosTan mimarTe-

baSi.

mmoottiivvaacciiaa.. Cven viciT, rom ana floresi

dainteresda fotokameris yidviT.

ratom? sinamdvileSi, ras eZebs is? ra

moTxovnilebis dakmayofileba surs

mas? pirovnebas nebismier mocemul

momentSi aqvs bevri moTxovnileba. zo-

gierTi biologiuria, gamowveuli SimSi-

liT, wyurviliT an sxva diskomfortiT.

zogierTi maTgani fsiqologiuria: aRia-

rebis, pativiscemis an sakuTrebis moT-

xovnileba. moTxovnileba iqceva moti-

vad, rodesac is garkveul intensivobas

iZens. mmoottiivvii aris moTxovnileba, rome-

lic aiZulebs pirovnebas, eZebos am

moTxovnilebis dakmayofilebis gzebi.

fsiqologebma Camoayalibes adamianTa

motivaciis Teoriebi. maTgan yvelaze

popularulia zigmund froidisa da

abraam maslous Teoriebi. maT sruliad

gansxvavebuli mniSvneloba aqvT

momxmarebelTa analizisa da marketin-

gisaTvis.

zigmund froidi varaudobda, rom

adamianebi umetes SemTxvevaSi ver acnobiereben maTi qcevis ganmapirobebel

realur fsiqologiur Zalebs. man pirovneba ganixila, rogorc subieqti,

romelic izrdeba da Tavis TavSi Trgunavs umetes survils. es survilebi

arasodes ar ispoba da ar eqvemdebareba srul kontrols. isini Cndebian

ocnebebSi (sizmrebSi); SeiZleba wamocdes adamians nevrozul,nervul da SiSiT

Sepyrobil mdgomareobaSi, gansakuTrebiT ki fsiqozis dros. aqedan gamomd-

inare, froidi varaudobs, rom adamians bolomde ar aqvs gacnobierebuli

Tavisi qcevis motivi. Tu ana floress surs, SeiZinos ZviradRirebuli

fotokamera, man SeiZleba Tavisi motivi daaxasiaTos, rogorc hobi an karieris

gakeTebis survili. Tu kargad davukvirdebiT, SeiZleba aRmoCndes, rom is

yidulobs fotokameras Tavisi SemoqmedebiTi niWiT sxvebze STabeWdilebis

mosaxdenad. Tu ufro metad CavuRrmavdebiT, SesaZloa aRmoCndes rom is

fotokameras yidulobs imisaTvis, rom Tavi kvlav axalgazrdad da damoukide-

blad igrZnos.

termini motivaciis kvleva gulisxmobs Tvisobriv kvlevas, romelic

gamoiyeneba momxmarebelTa faruli, qvecnobieri motivaciebis Sesaswavlad. am

dros mkvelvarebi agroveben informacias produqtis SerCevis procesSi ufro

Rrma motivebis gamosaaSkaraveblad. amisaTvis isini iyeneben winadadebis

dasrulebis, sityvieri asociaciis, e.w. melnis laqisa da multfilmebis

interpretaciis testebs. Sesabamisad, aRweren brendis tipur momxmareblebs an

adgenen ocnebebsa da fantaziebs brendebisa Tu yidvis situaciis Sesaxeb

(ixileT marketingi muSaobis procesSi 5.2).

abraam masloum axsna, Tu ratom marTavs adamianebs garkveuli

moTxovnilebebi garkveul dros. ratom xarjavs erTi adamiani ufro met

drosa da energias sakuTar usafrTxoebaze, meore ki _ sxvebisagan pativiscemis

damsaxurebaze? maslou Tvlis, rom adamianis moTxovnilebebs ierarqiuli

struqtura aqvs, rogorc es naCvenebia suraTze 5.4. is aerTianebs

fiziologiur, usafrTxoebis, socialuri kavSirebis, TviTpativiscemisa da

TviTgamoxatvis moTxovnilebebs.

adamiani cdilobs, upirveles yovlisa, daikmayofilos yvelaze

mniSvnelovani moTxovnileba. mas Semdeg, rac igi dakmayofildeba, is AaRar

iqneba motivatori da adamiani Seecdeba, daikmayofilos Semdegi yvelaze

mniSvnelovani moTxovnileba. magaliTad, moSimSile xalxs (fiziologiuri

moTxovnileba) sul ar ainteresebs is uaxlesi movlenebi, romlebic

xelovnebaSi xdeba (TviTgamoxatvis moTxovnileba), arc is, Tu rogor pativs

scemen maT sxvebi (socialuri kavSiris an pativiscemis moTxovnileba), arc is,

sunTqaven Tu ara sufTa haers (usafrTxoebis moTxovnileba), magram,rogorc ki

dakmayofildeba TiToeuli mniSvnelovani moTxovnileba, Semdegi yvelaze

mniSvnelovani saWiroeba dgeba rigSi.


■ yavis seriozuli moyvarulni avlenen midrekilebas, iyvnen socialu-

rad aqtiurni. amitom momxmareblis mozidvis mizniT Starbucks-i da sxva

yavis saxlebi qmnian iseT garemos, rom xalxs SeeZlos dasveneba da

urTierToba finjan yavasTan erTad.

mmoottiivvii ((mmaammooZZrraavveebbee--

llii ZZaallaa)) Motive(drive)moTxovnileba, rome-

lic aiZulebs pirov-

nebas, eZebos am moT-

xovnilebis dakmayo-

filebis gzebi.

mmoottiivvaacciiaa (Motivation)ZiriTadi mamoZrave-

beli Zala, romelic

gamomdinareobs mom-

xmareblis gacnobie-

rebuli Tu gaucno-

bierebeli moTxov-

nilebisagan da mi-

marTulia am moTxov-

nilebebis dakmayo-

filebis gzebis

Ziebisaken.


momxmareblebma xSirad ar ician an

ar SeuZliaT AaRweron, Tu ra gana-

pirobebs maT moqmedebas. amdenad, mo-

tivaciis mkvlevarebi mravalferovan

sacdel saSualebebs iyeneben, imi-

saTvis rom naTeli mohfinon im emo-

ciebsa da damokidebulebebs, romle-

bic momxmareblebs brendisa da

yidvis procesSi Seqmnili situacie-

bisadmi uCndebaT. es zogjer ucnau-

ri saSualebebi, romlebic moicavs

Tavisufal asociaciasa da e.w. mel-

nis laqis interpretaciebs, avlens

momxmarebelTa ocnebebs da fanta-

ziebs brendebisa Tu yidvis proces-

Si Seqmnili situaciebis Sesaxeb.

erTi-erTi avtori gvTavazobs mokle

amonarids motivaciis kvlevidan:

`dila mSvidobisa, qalbatonebo

da batonebo, dRes aq mogiwvieT

patara samomxmareblo kvlevis Ca-

satareblad. axla daweqiT taxtze,

modundiT da SeecadeT, ganTavi-

sufldeT yvelaferi imisagan, rac

xels uSlis Tqvens warmosaxvas.

Tavdapirvelad, warmoidgineT bren-

debi, rogorc saukeTeso megobrebi.

vivaraudoT, rom Tqven TiTqos Se-

giZliaT gaesaubroT televizors –

ras ityoda is? an ras etyodiT

mas? . . axla ki warmovidginoT Sam-

puni, rogorc cxoveli. ganagrZeT,

nu grcxveniaT! ra cxoveli iqnebo-

da is? panda Tu lomi? gveli Tu

matylis Wia? saboloo varjiSisaT-

vis ki davsxdeT da movimarjvoT

Cveni jadosnuri markeri. daxateT

namcxvris saTqvefis tipuri gamom-

yeneblis suraTi. ras atarebs is?

winsafars Tu saSinao kabas? saq-

mian kostiumsa Tu kankanis kabas?~

aseTi saproeqcio teqnika Zalian

sasacilod gamoiyureba, magram marke-

tologebi mas sul ufro xSirad

iyeneben momxmareblis fsiqikaSi

Rrmad Cawvdomis da ukeTesi marke-

tinguli strategiebis Camoyalibebis

mizniT. magaliTad, Shell Oil-ma aseTi

kvleva gamoiyena aTeulobiT wlis

ganmavlobaSi vaWrobis krizisis ga-

momwvevi mizezebis dasadgenad. ShellOil-is korporaciuli reklamis mene-

jeri siqstus oiSli iyo. Tveebis

ganmavlobaSi is da misi mkvlevarTa

gundi momxmareblis fsiqikas ikvlev-

dnen. gadioda Tveebi, Sedegi ki ar

Canda. `Cven vcadeT fsiqologiuri

mexsierebis Seswavla, sizmris Tera-

pia,~ _ aRniSnavs is, magram amaod. er-

Ti mxriv, respondentebs urigebdnen

svel Tixas, raTa gamoeZerwaT sxva-

dasxva figura, romlebic Shell-isadmimaT grZnobebs gamoxatavda. oiSlim

gadawyvita, rom radikaluri gadaw-

yvetilebebis dro dadga. imisaTvis

rom momxmareblis yuradReba miepyro

benzinis brendisaTvis, Shell-i ufroSors unda wasuliyo. oiSlim moiw-

via mkvlevari, romelic fokus-jgu-

febTan hipnozis gziT muSaobaSi iyo

gamocdili. oiSlis TqmiT, Sedegebma

skeptikosebic ki ganacvifra. `unda

giTxraT, rom es iyo gamaognebeli

ram,~ _ ganacxada man. Suqis Caqrobis

ee..ww.. aaxxllooeemmoocciiuurrii kkvvlleevvaa:: ffssiiqqoollooggiiuurrii ggaavvlleennaa

mmoommxxmmaarreebbeellzzee

5.2

PT Cruiser-i: fenomenalurad warmatebuli retros stilis manqana, romelic

nawilobriv asocirebs 1920-iani wlebis gangsterebis manqanasTan, nawilobriv

ki 1950-iani wlebis manqanasTan da londonis taqsisTan _ anu, realurad,

popularuli survilis qromSi da metalSi gansxeuleba.

rogor xsnis maslous Teoria ana floresis interess, iyidos fotokam-

era? Cven vxvdebiT, rom anam daikmayofila fiziologiuri, usafrTxoebisa da

socialuri kavSirebis moTxovnilebebi. isini aranairad ar axdenen misi

interesebis motivirebas fotokameris SesaZenad. fotokamerisadmi interesi

SesaZloa momdinareobdes sazogadoebis mxridan ufro meti pativiscemis an

TviTgamoxatvis Zlieri saWiroebidan. SesaZloa anas surs,rom Semoqmedi adami-

ani gaxdes da sakuTari Tavi fotografiaSi gamoxatos.


Semdeg mkvlevarma respondentebi

daabruna Soreul bavSvobaSi. ìsini

sul ufro uaxlovdebodnen warsu-

lis dReebs da uceb mkvlevari Ta-

vis respondents eubneba: `miambeT

benzingasamarT sadgurTan urTier-

TobiT miRebul Tqvens pirvel ga-

mocdilebaze.” amis mere adamianebi

iwyebdnen mexsierebis daZabvas. _ ix-

senebs oiSli. _ isini yvebodnen _

sam-naxevari wlis viyavi. . . vijeqi

mamaCemis axal avtomobilSi. . . ise

detalurad aRwerdnen am yvelafers,

TiTqos es yovelive guSin moxda.

Cems gancvifrebas sazRvari ar hqon-

da. Tumca namdvili saocreba win

iyo, respondentebis transidan gamos-

vlis Semdeg, rodesac mkvlvarma isi-

ni realobaSi daabruna, igi respon-

dentebs SeekiTxa, benzinis romel

mimwodeblebs aniWebT upirateso-

baso. iman gamaoca, rom es adamianebi

am gamocdilebas yovelTvis TavianT

axalgazrdobas ukavSirebdnen~, _ am-

bobs oiSli. erTma moxalise qalba-

tonma ganacxada, rom is yovelTvis

aniWebda upiratesobas manqanis avzis

gavsebas Texaco-Si. Cvens kiTxvaze _

ratom? _ man gvipasuxa: ar vici, ra-

Rac kargi maxsendeba masTan dakavSi-

rebiT. da iciT, es iyo is patara, sam-

naxevari wlis bavSvi, romelic mami-

kos manqanaSi ukana savarZelze iyo

mokalaTebuli. Shell-i qmnis axal mar-

ketingul midgomebs, romlebic da-

fuZnebulia hipnozis qveS myofi av-

tomobilistebisagan Segrovebul Se-

xedulebebze. rogorc Cans, iq, sadac

Shell-s bedma umtyuna, mizezi iyo is,rom sul mcire 16 wlamde asakis

adamianebi benzins ar yiduloben da,

aqedan gamomdinare, ar iyo saWiro,

yvelaze patara momxmareblebis mi-

zanSi amoReba. `maT araferi icodnen

Shell-is Sesaxeb. Cven mivxvdiT, rom

ukeTesi iqneboda, yuradRebis gamax-

vileba imaze, Tu am adamianebze ad-

reul asakSi rogor mogvexdina ze-

gavlena~, _ ambobs oiSli. maT

msgavsad, DaimlerChrysler-ma motivaciiskvleva gamoiyena axali, warmatebuli

manqanis Sesaqmnelad.

ramdenime wlis win DaimlerChrysler-ma daiwyo axali, `Zalian magari~

manqanis Seqmna _ `segmentis saoc-

reba~, romelic qvecnobierad daak-

mayofilebda sxvadasxva asakis da

Semosavlis mqone momxmareblis

moTxovnas. es ki ufro metis gake-

Tebas gulisxmobda, vidre Cveu-

lebrivi fokus-jgufis kvleva iyo.

amdenad, DaimlerChrysler-ma daiqiravafsiqologi kloteir refeili, mom-

xmarebelTa Sinagani grZnobebis ga-

mosacdelad. mTavari winapiroba:

produqti, romelsac vyidulobT,

CvenTvis raRacas niSnavs. is erTi

mTlianis nawilia. `rac ufro me-

tad vswavlobT amerikul kultu-

ras, miT ufro metad vxedavT, ro-

gor iWreba Cveni manqanebi Cvensave

fsiqikaSi, da, amasTanve, ukeT Se-

gviZlia davinaxoT, Tu rogor ver-

gebiT mTeli cxovrebis sqemas,~ _

ambobs DaimlerChrysler-is marketin-guli kvlevis direqtori devid

bostviki.

fokus-jgufebis Seqmnis nacvlad,

refeilma gamoiyena kvlevis `pro-

totipis~ saxeliT cnobili meTodi.

am meTodiT kvlevis dros monawi-

leebi wvebian rbil matrasebze, us-

menen musikas sibneleSi da asocia-

ciebs eZeben. bostvikis mixedviT, es

tvinSi iwvevs zustad im procesebs,

romlebsac sizmrisgan gamofxizle-

bulni SevigrZnobT. ès aris tvinis

Zalze specifikuri saqmianoba, ro-

melic saSualebas gvaZlevs, Cav-

wvdeT TviT gaucnobierebel fiq-

rebsac ki,~ _ ambobs bostviki.

refeilma aRmoaCina, rom ameri-

kelebi arian mewarmeebi, individu-

alistebi, Tavisuflebis moyvarul-

ni, gamWriaxni, magram, imavdrou-

lad, axalgazrdulni da TviTSem-

wynareblebi. rac ufro mniSvnelo-

vania, man aRmoaCina, rom bevri nos-

talgiiT itanjeboda. am rTul da

xSirad SezRudul droSi manqanis

myidvelebi ocnebobdnen im warsul

dReebze, roca yvelaferi Sedare-

biT martivi da usafrTxo iyo da

rodesac xalxi sakuTari TaviT

kmayofili iyo. àm yvelaferma dag-

vanaxva, rom xalxi eZebs raRacas,

rac garegnul dacvasa da Sinagan

komforts sTavazobs. es yvelaferi

Cven Cvens dizainerTa jgufs gavan-

deT,~ _ ambobs bostviki.

Sedegad miiRes PT Cruiser –DaimlerChrysler-is fenomenalurad

warmatebuli, retros stilis man-

qana. ùol strit Jurnali” mas aR-

wers, nawilobriv rogorc 1916-20-

iani wlebis gangsterul manqanas,

nawilobriv ki rogorc 1950-iani

wlebis manqanas da londonis taq-

sis. erT-erTi analitikosi aRniS-

navs, rom PT Cruiser aris borblebze

Semdgari fokus-jgufi, popularu-

li survilis rkinaSi gansxeuleba.

misi nostalgiuri garegnoba da

dacviTi eqsterieri, romelTac Tan

erTvis kargad aRWurvili da ma-

Ralfunqciuri interieri, TiTqmis

yovel CvenganSi emocias aRZravs.

Seqmnidan zustad 2 weliwadSi aSS-

is momxmareblebma SeiZines 225,000-

ze meti PT Cruiser. `Cven ar vgegmav-diT axali bazris Camoyalibebas.

Cven, ubralod, SevqmeniT is, rac

adamianebs TavSi utrialebdaT. man-

qana warsulSi gvabrunebs, magram

ara saukunis garkveul etapze.

ubralod, im dros gvaxsenebs, ro-

desac yvelaze ukeT vgrZnobdiT

Tavs. es aris `tradiciis dResas-

wauli. . . da Tan patara, ucnauri

janyi.~

zogi marketologi uaryofs

msgavs kvlevebs,miiCneven ra mas uaz-

rod. miuxedavad amisa, Shell-isa daDaimlerChrysler-is msagvsad, bevri kompa-nia cdilobs, Rrmad Cawvdes momxma-

reblis qvecnobierebas. erT-erTi

analitikosis mixedviT, `msgavs taq-

tikas iziareben sxvadasxva dargis

lideri kompaniebi. Kraft-Si, Coca-Cola-Si, Procte&Gamble-sa da DaimlerChrysler-Si amjobineben saqmianobis daWeras

Tanamedrove sakonsultacio firmeb-

Tan, rogorebicaa Archetype, Discoveries,PsychoLogics da Semiotic Solutions.”

wwyyaarrooeebbii:: Examples adapted from Ruth Shalit, “TheReturn of the Hidden Persuaders,” Salon Media,September 27, 1999, accessed online atwww.salon.com. Also see Annetta Miller and DodyTsiantar, “Psyching Out Consumers,” Newsweek,February 27, 1989, pp. 46–47; Alison Stein Wellner,“Research on a Shoestring,” American Demographics,April 2001, pp. 38–39; Phil Patton, “Car Shrinks,”Fortune, March 18, 2002, pp. 187–190; “PT Cruiser,”Journal of Business and Design, accessed online at theCorporate Design Foundation Web site, www.cdf.org,June 2003; “Taste—Review & Outlook: Sweet 16,”Wall Street Journal, January 24, 2003, p. W13; andinformation found at www.ptcruiserclub.com, August2003.

aaRRqqmmaa.. motivirebuli adamiani mzadaa moqmedebisaTvis. adamianis qceva

damokidebulia mis mier situaciis aRqmaze. yoveli Cvengani Seicnobs situa-

cias xuTi saxis mgrZnobelobiT: mxedveloba, smena, ynosva, Sexeba da gemo.

TiToeuli Cvengani informaciis miRebas, organizebas da interpretacias indi-

vidualurad axdens. aaRRqqmmaa aris procesi, romliTac adamianebi arCeven informa-

cias, axorcieleben mis organizebas da interpretacias, gare samyaros srul-

yofili suraTis Sesaqmnelad.

aaRRqqmmaa (Perception)procesi,romliTac

adamianebi arCeven,

awesrigeben da in-

terpretacias ukeTe-

ben informacias,raTa

Seqmnan gare samyaros

srulyofili suraTi.


erTi da igive stimuli sxvadasxva adamianma SeiZleba sxvadasxvagvarad

aRiqvas aRqmis sami procesis gamo: SerCeviTi yuradReba, SerCeviTi damaxinjeba

da SerCeviTi damaxsovreba. adamianebze yoveldRiurad didi raodenobiT stim-

ulebi moqmedeben. magaliTad, erTi analitikosi askvnis,rom adamiani yoveldRe

daaxloebiT 5,000 reklamas xedavs. 24 SeuZlebelia man yuradReba miaqcios

yvela am stimuls. SerCeviTi yuradReba – gulisxmobs imas, rom momxmarebeli

misTvis miwodebuli informaciidan amCnevs mxolod nawils da amitom mim-

wodeblebis amocanaa momxmareblisaTvis informaciis ise miwodeba, rom miipy-

ros misi yuradReba.

TviT SemCneuli stimulic ki yovelTvis ar aRiqmeba saTanadod. TiToeuli

adamiani miRebul informacias gonebis skivrSi aTavsebs. SerCeviTi damaxinjeba

gulisxmobs adamianTa miswrafebas, moaxdinos informaciis interpretacia ise,

rom man daadasturos is, risic am adamianebs ukve sjeraT. ana floresma

SesaZloa moisminos gamyidvelis cudi da kargi Sexedulebebi konkurentunar-

iani fotokameris brendebTan dakavSirebiT. imis gamo, rom mas moswons Nikon-isfotokamera, is, ase vTqvaT, amaxinjebs informacias am fotokameris sasarge-

blod. marketologebma unda gaiTvaliswinon SerCeviTi damaxinjebis tendencia

da Seecadon gaigon, Tu rogor SeuZlia imoqmedos man reklamis da gayidvis

Sesaxeb arsebuli informaciis interpretaciaze.

adamianebi ver imaxsovreben maT mier SemCneul mTel informacias. isini

imaxsovreben im informacias, romelic emTxveva maT Sexedulebebs da rwmenas.

SerCeviTi damaxsovrebis gamo ana imaxsovrebs Nikon-is dadebiT mxareebs, maSin

rodesac iviwyebs konkurenti fotokamerebis dadebiT mxareebs. SerCeviTi

yuradRebis, damaxinjebisa da damaxsovrebis gamo, marketologebma bevri unda

imuSaon informaciis momxmareblamde misatanad. amiT aixsneba is, Tu marke-

tologebi informaciis miwodebis dros ratom mimarTaven sxvadasxva

saSualebebs da gameorebebs.

zogierTi momxmarebeli imas ganicdis, rom marketinguli Setyobinebebi

maTze zegavlenas moaxdens ise,rom amas isini verc mixvdebian – es yovelive ki

SesaZlebeli iqneba qvecnobieri reklamis saSualebiT. 1957 wels erT-erTma

mkvlevarma ganacxada, rom man Semdegi frazebi `miirTvi popkorni~ da `dalie

koka-kola~ niu-jersis kinoTeatrSi gamoaCina yovel 5 wamSi erTxel, 1/300-wamis

xangZlivobiT. man aRniSna, miuxedavad imisa,rom mayureblebma ver gaacnobieres

es gzavnilebi, maT isini qvecnobierad STanTqes da 58%-iT meti `popkorni~ da

18%-iT meti `koka-kola” iyides. Zalian male raklamis Semqmnelebi da

momxmarebelTa uflebebis dacvis jgufebi dainteresdnen qvecnobieri aRqmiT.

xalxma SiSi gamoxata imasTan dakavSirebiT, rom xdeba maTi gonebis

,,gamorecxva~. kaliforniis StatSi da kanadaSi es saqmianoba arakanonierad

gamoacxades. miuxedavad imisa, rom mkvlevarebma mogvianebiT aRiares, rom maT

zemoTxsenebuli monacemebi gamoigones, sakiTxi mainc ver mogvarda. zogierTi

momxmarebeli kvlav SiSobs, rom maTze qvecnobieri SetyobinebebiT manipu-

lirebas axdenen.

fsiqologebma da momxmarebelTa qcevis mkvlevarebma mravali kvlevis

safuZvelze daadgines,rom qvecnobier Setyobinebebsa da momxmarebelTa qcevas


moTxovnilebis ierar-

qia maslous mixedviT


Soris aranairi kavSiri ar arsebobs. rogorc Cans, qvecnobier reklamas,

ubralod, ara aqvs Zala, romelsac mas kritikosebi miaweren. reklamis

SemqmnelTa umravlesobas sasacilod miaCnia e.w. industriis SeTqmulebis

Teoria, rodesac TiTqos momxmareblebis manipulireba uxilavi Setyobinebebis

saSualebiT xdeba.25

sswwaavvllaa.. moqmedebisas adamianis goneba bevr rames iTvisebs da swavlobs.

swavlis procesi asaxavs im cvlilebebs, romelsac miRebuli gamocdileba

axdens pirovnebis qcevaze. mkvlevarebi amboben, rom adamianis qcevaTa

umravlesoba swvlis Sedegad aris SeZenili. Seswavla xdeba moTxovnilebis,

stimulis, miniSnebis, reaqciisa da ganmtkicebis urTierTqmedebis Sedegad.

Cven vnaxeT, rom ana floress aqvs TviTrealizaciis ganzraxva. ganzraxva

aris Zlieri Sinagani stimuli, romelic mouwodebs moqmedebisaken. anas

ganzraxva iqceva motivad, rodesac igi mimarTulia garkveuli stimulis

obieqtisaken, am SemTxvevaSi _ foto-kamerisaken. anas pasuxi ideaze, iyidos

kamera, ganpirobebulia arsebuli e.w. gamRizianebliT miniSnebiT. miniSneba

aris stimuli, romelic momxmareblis motivacias mimarTulebas aZlevs,

gansazRvravs rodis,sad da rogor reagirebs myidveli. vitrinaSi fotokameris

danaxva, specialuri informaciis gageba fasdaklebaze da meuRlis mxardaWera

– yovelive es miniSnebebia, romelTac SeuZliaT anas reaqciaze gavlena

moaxdinon, rodesac is dainteresebulia kameris yidviT.

davuSvaT, ana yidulobs Nikon-s. Tu is SenaZeniT kmayofili darCeba, albaT,

mas sul ufro xSirad gamoiyenebs. misi reaqcia kamerebze iqneba ganmtkice-

buli. SemdgomSi, rodesac mas mouwevs kameris, Wogritis, durbindis an sxva

msgavsi produqtebis SeZena, imis albaToba, rom is Nikon-is produqts iyidis,didia. marketologTaTvis swavlis Teoriis praqtikuli mniSvneloba aris is,

rom maT SeuZliaT produqtze moTxovna Seqmnan, Tu mis asocirebas Zlier

moTxovnilebasTan moaxdenen, motivirebul miniSnebebs gamoiyeneben da

dadebiTi ganmtkicebis SegrZnebas warmoSoben.

rrwwmmeennaa ddaa ddaammookkiiddeebbuulleebbaa.. keTebisa da swavlis dros adamianebs uyalibdebaT

rwmena da damokidebuleba. rac, Tavis mxriv, yidvis procesze gavlenas axdens.

rrwwmmeennaa aris pirovnebis aRweriTi, advilad gasagebi Tvalsazrisi raRacis

Sesaxeb. ana floress SesaZloa sjera, rom Nikon-is kamera SesaniSnav suraTebs

iRebs, didxans saimedod muSaobs da SedarebiT iafi _ 450 dolari Rirs. es

rwmena SeiZleba damokidebuli iyos realur codnaze an Sexedulebaze da

SesaZloa hqondes an ar hqondes emociuri datvirTva. magaliTad, ana floresis

rwmenam, rom Nikon-is kamera mZimea, misi gadawyvetileba SesaZloa Secvalos an,

piriqiT, ar Secvalos.

marketologebi dainteresebulni arian im rwmeniT, romelic adamianebs

uyalibdebaT produqtebsa da momsaxurebebze, imitom rom es rwmenebi qmnis

produqtis da brendis imijs, rac zemoqmedebs maT gayidvebze. Tu zogierTi

rwmena mcdaria d xels uSlis yidvas, marketologs mis Sesacvlelad saTanado

kampaniis Catareba dasWirdeba.

adamianebs TavianTi damokidebuleba aqvT religiis, politikis, tansacm-

lis, musikis, sakvebisa da TiTqmis yvelafris mimarT. ddaammookkiiddeebbuulleebbaa aris

pirovnebis mier Tanmimdevruli,dadebiTi an uaryofiTi Sefaseba, STabeWdileba

Tu tendencia sagnis an ideis mimarT. damokidebuleba adamians gonebriv

CarCoSi aqcevs, mas moswons an ar moswons sagnebi, miiltvis maTken an piriqiT.

amgvarad, ana floress SesaZloa hqondes iseTi damokidebuleba, rogoricaa

`SeiZine saukeTeso~, `iaponelebi msoflioSi saukeTeso produqcias amzadeben~

da `SemoqmedebiToba da TviTgamoxatva cxovrebaSi yvelaze mniSvnelovania.~

aseT SemTxvevaSi, Nikon-is kamera anas arsebul damokidebulebebs kargad

Seesabameba.

Znelia damokidebulebaTa Secvla. arsebobs adamianis damokidebulebis

modeli da erTi maTganis Secvlam SesaZloa sxvaTa Secvlac moiTxovos. ase

rom kompania, Cveulebriv, unda cdilobdes, rom misi produqti arsebul

damokidebulebebs moergos, nacvlad imisa, rom es damokidebulebebi Secvalos.

rasakvirvelia, arsebobs gamonaklisebi, rodesac damokidebulebebis Secvla

SesaZloa Zalze Zvirad dagvijdes.

1994 wlamde, 20 wlis ganmavlobaSi, aSS-Si rZis moxmareba Zalian

sswwaavvllaa (Learning)cvlilebebi pirov-

nebis qcevaSi, gamow-

veuli swavlis pro-

cesSi miRebuli ga-

mocdilebis gavle-

niT.

rrwwmmeennaa (Belief)pirovnebis aRweriTi,

advilad gasagebi

Tvalsazrisi (azri)

raRacis Sesaxeb.

ddaammookkiiddeebbuulleebbaa

(Attitude)pirovnebis Tanmim-

devruli dadebiTi

an uaryofiTi Sefa-

seba, STabeWdileba

an tendencia sagnis

an ideis mimarT.


dabali iyo. mizezi iyo is, rom rZes

aRiqvamdnen, rogorc janmrTelobisaTvis

arc Tu sasargeblo, araTanamedrove

produqtad, romelic mxolod bavSvebi-

saTvis iyo sasargeblo. am azris

ugulebelsayofad aSS-is rZis mewarmeTa

nacionalurma asociaciam (National Fluid MilkProcessors Education Program (MilkPEP)) daiwyosareklamo kampania. reklamebSi monawi-

leobdnen cnobili adamianebi rZiT das-

velebuli piriT,etikets ki ewera: `gnebavT

rZe? (got milk?)~ kampania ara marto

popularuli, aramed Zalze warmatebulic

aRmoCnda, ramac, Tavis mxriv, jer SeaCera

rZis moxmarebis Semcirebis tendecia da,

ufor metic, gazarda rZis moxmareba.

kampania dResac grZeldeba. miuxedavad

imisa, rom miznobrivi bazris ZiriTad

nawils 20 wlis qalebi Seadgenen, bazari

gafarTovda da moicva Tineijerebi, ramac

mSoblebis aRfrTovaneba gamoiwvia. Tinei-

jerebi agroveben sareklamo broSurebs

iseTi cnobili adamianebis gamosaxule-

bebiT, rogorebic arian bensoni da lian

rimsi; supermodeli taira benksi; sportis

kerpebi, rogorebic arian jef gordoni, mia

hemi, venus da serena viliamsebi. Tineije-

rebSi popularobis mopovebis Semdeg veb-

gverdic ki (www.whymilk.com) Seiqmna,

romelzec axalgazrdebs SeuZliaT Tvi-

Ton datkbnen rZiT moTxupnuli ulvaSebis

naxviT da Seamowmon uaxlesi etiketebi,

ixilon reklamebi an miiRon saWiro

informacia. rZis gayidvebs xels uwyobs

sxvadasxva masobrivi marketinguli Ro-

nisZiebebi. magaliTad,daqiravebul iqna 28-

futis sigrZis traileri, romelic gaformebuli iyo manhetenis ,,Taim

sqveris’’ amsaxveli dekoraciiT. traileri qveynis sxvadasxva kuTxeSi

mogzaurobda da awyobda Souebs. Sekrebil Tineijerebs SeeZloT

musikisTvis moesminaT da 15-wamiani mimarTvis sityviT gamosuliyvnen

MTV-is programa Total Request Live-Si. maT aseve saSualeba hqondaT,

gamoCeniliyvnen Jurnal `Rolling Stone-Si” rZis ulvaSebiT. amasobaSi,

maT SeeZloT ubralo sodianis nacvlad rZe mierTvaT. TiToeuli

maTgani pirobas debda, rom isini yvelafers gaakeTebdnen, raTa

SeemcirebinaT `kalciumis nakleboba mosaxleobaSi rZis nawarmis

gamoyenebis gziT.26

axla Cven SegviZlia SevafasoT momxmareblis qcevaze gavlenis mqone

mravali Zala. momxmareblis arCevani damokidebulia kulturuli, socialuri,

pirovnuli da fsiqologiuri faqtorebis zemoqmedebaze.

mmyyiiddvveelliiss ggaaddaawwyyvveettiilleebbiiss mmiiRReebbiiss pprroocceessii

axla, rodesac gavecaniT im garemoebebs, romlebic myidvelebis arCevanze

zegavlenas axdenen, Cven mzad varT, SeviswavloT momxmareblis mier yidvis

Sesaxeb gadayvetilebis miRebis procesi. blok-sqema suraTze 5.5 gviCvenebs, rom

myidvelis gadawyvetilebis miRebis procesi Sedgeba 5 etapisagan: saWiroebis

Secnoba, informaciis moZieba, alternativebis Sefaseba, yidvaze gadawyveti-

lebis miReba da yidvis Semdgomi qceva. sinamdvileSi, yidvis procesi Ziri-

Tadad Sesyidvamde bevrad ufro adre iwyeba da didxans grZeldeba.

marketologebma yuradReba unda gaamaxvilon yidvis mTel procesze da ara

marto SeZenis gadawyvetilebaze.

■ damokidebulebis Secvla Znelia, magram rZis mewarmeTa na-

cionaluri asociaciis (National Fluid Milk Processors) mier Catare-

bulma kampaniam `rZis ulvaSi" Secvala damokidebuleba rZis

mimarT.


suraTi gviCvenebs, rom myidvelebi SeZenis

dros zogadad yvela etaps gadian. magram

zogjer myidveli Cveulebad qceul, rutinuli

Sesyidvebis dros gamotovebs an gadaanacvlebs

zogierT etaps. kbilis pastis yidvisas myidvel

qalbatons saWiroebis gacnobierebisTanave SeuZ-

lia miiRos gadawyvetileba garkveuli brendis

yidvis Taobaze. Sesabamisad, gamotovebs

informaciis moZiebisa da alternativebis

Sefasebis etapebs.

ssaaWWiirrooeebbiiss SSeeccnnoobbaa.. yidvis procesi iwyeba

saWiroebis gacnobierebiT – myidveli Seicnobs

problemas an saWiroebas. saWiroeba SesaZloa

gamowveuli iyos Sinagani stimuliT, maSin

rodesac erTi pirovnebis normaluri moTxovni-

lebebi – SimSili, wyurvili, seqsi – im dones aR-

wevs, rodesac ganzraxva warmoiSoba. saWiroeba

SeiZleba gamoiwvios agreTve gare stimulma. ana

floresma SesaZloa axali hobis saWiroeba

igrZno megobarTan fotografiaze saubris an

fotokameris sareklamo rgolis naxvis Semdeg.

am etapze marketologma unda gamoikvlios

momxmarebeli, raTaA gaarkvios, ra saxis moTxov-

nilebebi Tu problemebi wamoeWrebaT, ra iwvevs

maT da rogor moqmedeben isini momxmarebelze

garkveuli produqtebis SerCevisas.

iinnffoorrmmaacciiiiss mmooZZiieebbaa.. dainteresebulma momxmare-

belma SesaZloa moiZios an ar moiZios

damatebiTi informacia. Tu momxmareblis

ganzraxva Zlieria da misi moTxovnilebis

Sesabamisi produqti xelmisawvdomia, momxmare-

beli mas yidulobs. winaaRmdeg SemTxvevaSi,

momxmarebeli imaxsovrebs am saWiroebas an masze

informaciis moZiebas iwyebs. yvelafers rom Tavi davaneboT, aviRoT ana flo-

resis magaliTi. is, albaT, ufro met yuradRebas miaqcevs fotokameris

reklamebs, megobrebis fotokamerebsa da saubrebs maT Sesaxeb. man SeiZleba

ufro aqtiurad daiwyos saWiro masalis moZieba nacnobebisagan an informacia

sxva gzebiT moipovos. Ziebis xangrZlivoba damokidebuli iqneba sxvadasxva

faqtorze: yidvis ganzraxvis siZliereze; informaciis raodenobaze, romliTac

igi iwyebs Ziebis process; damatebiTi informaciis mopovebis sirTuleze;

faseulobaze, romelsac igi miiRebs damatebiTi informaciiT da im kmayo-

filebis grZnobaze, romelsac is Ziebis procesSi iRebs.

momxmarebels SeuZlia informacia sxvadasxva wyarodan miiRos. maT

Sorisaa: pirovnuli wyaroebi (ojaxi, megobrebi, mezoblebi, nacnobebi), komerci-

uli wyaroebi (reklama, realizatorebi, dilerebi, SefuTva, gamofenebi), sazoga-

doebrivi wyaroebi (masmedia, sareitingo organizaciebi), gamocdilebiTi

wyaroebi (produqciis floba, gamocda, gamoyeneba). sxvadasxva informaciis

wyaros zegavlena gansxvavebulia produqtisa da myidvelis Sesabamisad.

ZiriTadad, momxmarebeli produqtis Sesaxeb informaciis udides nawils

komerciuli wyaroebidan iRebs, anu im wyaroebidan, romlebsac marketologebi

akontroleben. Tumca yvelaze efeqtiani wyaro pirovnuli wyaroebia.

Cveulebriv, komerciuli wyaroebi informacias awvdis myidvels, pirovnuli

wyaroebi ki akanonebs da/an afasebs produqtebs myidvelebisaTvis.

ufro meti informaciis mopovebasTan erTad, izrdeba momxmareblis codna

bazarze arsebul brendebsa da maT niSan-Tvisebebze. informaciis moZiebisas

■ saWiroebis Secnoba SeiZleba gamowveuli iyos reklamiT.

aSS-is rZis mewarmeTa nacionalurma asociaciis es reklama

atyobinebs myidvelebs, rom Zvlebis gasamagreblad saWiroa

rZis produqtebi.


myidvelis gadawyveti-

lebis miRebis procesi


ana floresma Seityo, rom misTvis xelmisawvdomia bevri brendis fotokamera.

informacia mas aseve daexmara, gamoericxa zogierTi brendebi. kompaniam unda

Camoayalibos iseTi marketinguli kompleqsi, romelic saSualebas miscems

momxmarebels, advilad gaerkves viTarebaSi da gaakeTos arCevani. kompaniam

agreTve didi yuradRebiT unda gansazRvros momxmarebelTa informaciis

wyaroebi da TiToeuli wyaros mniSvneloba.

aalltteerrnnaattiivveebbiiss SSeeffaasseebbaa.. rogor akeTebs momxmarebeli arCevans brendis amden

alternativas Soris? marketologs esaWiroeba icodes, Tu rogor afasebs

momxmarebeli alternativebs, anu rogor amuSavebs igi xelT arsebul

informacias arCevanis gasakeTeblad. samwuxarod, yvela yidvis situaciaSi

momxmareblebi Sefasebis martiv da erTaderT process ar iyeneben. piriqiT,

arsebobs Sefasebis ramdenime varianti.

momxmareblebi brendis SesarCevad ramdenime proceduras mimarTaven. Tu

rogor afasebs alternativebs momxmarebeli, damokidebulia individualur

momxmarebelze da yidvis specifikur situaciaze. zogierT SemTxvevaSi,

momxmareblebi iyeneben gamoTvlebsa da logikur azrovnebas. sxva

SemTxvevebSi, igive momxmareblebi naklebad afaseben an saerTod uaryofen maT.

ufro metic, isini impulsurad yiduloben, eyrdnobian ra intuicias. zogjer

momxmareblebi Tavad iReben yidvis Sesaxeb gadawyvetilebas; zogjer

rCevisaTvis mimarTaven megobrebs, momxmarebelTa megzurebs an gamyidvelebs.

modiT, warmovidginoT,rom sabolood ana floresma arCevanis areali oTx

fotokameramde Seamcira. amasTan warmovidginoT,rom igi mniSvnelobas aniWebs,

ZiriTadad, oTx atributs – suraTis xarisxs, aparatis gamoyenebis simartives,

aparatis zomasa da fass. mopovebuli informaciis safuZvelze anas

Camouyalibda rwmena, Tu ramdenad aqvs TiToeul brends xsenebuli niSan-

Tvisebebi. Tu ana yidvis gadawyvetilebas daamyarebs mxolod erT atributze,

misi arCevanis winaswar gansazRvra advili iqneba. magaliTad, Tu mas yvelaze

metad suraTis xarisxi sWirdeba, is im kameras iyidis, romelic, misi azriT, yve-

laze kargi xarisxis suraTebs iRebs. magram myidvelTa umravlesoba

mxedvelobaSi iRebs ramdenime atributs, romelTagan TiToeuls sxvadasxva

mniSvneloba aqvs. Cven rom vicodeT, dasaxelebuli oTxi atributidan ana

romels (da ramdenad) aniWebs upiratesobas, SevZlebdiT misi kameris arCevanis

winaswar gansazRvras.

marketologebma myidvelebi unda Seiswavlon, raTa gaarkvion, Tu rogor

xdeba maT mier realurad brendis alternativebis Sefaseba, am Sefasebis pro-

cesis codnis SemTxvevaSi, marketologebi SeZleben myidvelis gadawyvetile-

baze zegavlenis moxdenas.

yyiiddvvaazzee ggaaddaawwyyvveettiilleebbiiss mmiiRReebbaa.. Sefasebis etapze momxmareblis mier arsebuli

alternativebis ranJireba xdeba. ZiriTadad, momxmareblis SeZenis gadaw-

yvetileba yvelaze sasurveli brendis yidvas iTvaliswinebs. Tumca orma faq-

torma SesaZloa SeZenis Sesaxeb gadawyvetilebis miRebaze zegavlena iqonios.

pirveli faqtoria sxvebis damokidebuleba. im SemTxvevaSi, Tu ana floresis

qmari fiqrobs, rom anam naklebfasiani fotoaparati unda iyidos, anas Sansi,

SeiZinos ZviradRirebuli kamera, Semcirdeba.

meore faqtori gauTvaliswinebeli situaciebia. momxmarebels yidvis

ganzraxva, SesaZloa, Camouyalibdes iseTi faqtorebis gaTvaliswinebiT,

rogorebicaa _ mosalodneli Semosavali, mosalodneli fasi da produqtis

mosalodneli sargebeli. magram moulodnelma movlenebma SesaZloa mas yidvis

ganzraxva Seacvlevinos. ana floresma SesaZloa dakargos samsaxuri, sxva

nivTis yidva ufro saswrafo aRmoCndes an megobarma uTxras, rom igive mod-

elis fotoaparatma mas ar gaumarTla. SesaZloa, sxva fotoaparatis fasebi

Semcirdes. amrigad, prioritetebis arseboba da TviT SeZenis ganzraxvac ki

yovelTvis SerCeuli produqtis yidviT ar sruldeba.

yyiiddvviiss SSeemmddggoommii qqcceevvaa.. marketologis samuSao produqtis SeZeniT ar

mTavrdeba. misi SeZenis Semdeg, momxmarebeli an kmayofilia, an ukmayofilo da

es pirdapir kavSirSia marketologTan. ra ganapirobebs momxmareblis kmay-

ofilebas Tu ukmayofilebas produqtis yidvis SemTxvevaSi? pasuxi momxmareb-

lis molodinsa da produqtis mier Sesrulebuli funqciebis aRqmaSi imaleba.

Tu produqti molodins ar amarTlebs, momxmarebeli imedgacruebulia; Tu is


amarTlebs molodins, momxmarebeli kmayofilia da im SemTxvevaSi, Tu

molodins aWarbebs, es ukanaskneli aRfrTovanebulia.

rac ufro didia sxvaoba (naprali) mosalodnel da faqtiur

maxasiaTeblebs Soris, miT ufro didia momxmareblis imedgacrueba. aqedan

gamomdinare, gamyidvelebma unda Seqmnan iseTi produqcia, romelic namdvilad

asaxavs mis Sesaxeb gavrcelebul informacias. zogierTi gamyidveli,

Segnebulad, Semcirebulad warmoadgens Tavisi produqciis Tvisebebs, raTaA

momxmareblis am produqtiT dakmayofilebis done gazardon. magaliTad,Boeing-is gamyidvelebi sakmaod TavdaWerilad afaseben TavianTi TviTmfrinavebis

potenciur SesaZleblobebs da SesaZlo sargebels. isini TiTqmis yovelTvis

saTanadod ver afaseben maTi TviTmfrinavebis mier sawvavis xarjis efeqtur-

obas – myidvelebs pirdebian 5%-ian danazogs, romelic bolos 8%-mde izrdeba.

myidvelebi, bunebrivia, aRfrTovanebulebi arian mosalodnelze ukeTesi

maCvenebliT. Sesabamisad, isini kvlav yiduloben da sxva potenciur myidvelebs

mouTxroben, rom Boeing-i Tavis sityvas zedmiweviT asrulebs.

TiTqmis yvela msxvili SenaZeni Sedegad iZleva e.w. SSeemmeeccnneebbiiTT ddiissoonnaannssss

aann ddiisskkoommffoorrttss,, rac gamowveulia yidvis Semdgomi konfliqtiT. yidvis dros

xdeba kompromisis gakeTeba garkveuli brendis sasargeblod. momxmareblebi

usiamovnod igrZnoben Tavs, rodesac Seicnoben nayidi brendis uaryofiT mxa-

reebs da gaigeben sxva brendebis SesaZlo sargeblis Sesaxeb. amdenad, momx-

mareblebi TiToeuli SeZenisas ase Tu ise grZnoben, sul mcire, yidvis Semdgom

disonans.27

ratomaa ase mniSvnelovani myidvelis dakmayofileba? imitom, rom kom-

paniis produqciis gayidva ZiriTadad damokidebulia momxmarebelTa or mniS-

vnelovan jgufze – axal myidvelebsa da SenarCunebul myidvelebze. Cveu-

lebriv, axali myidvelis mizidva ufro Zviri jdeba, vidre Zvelis SenarCuneba.

arsebuli myidvelebis SenarCunebis saukeTeso gza ki aris maTi dakmayofi-

leba. myidvelis kmayofileba ki myidvelebTan mogebiani urTierTobebis

Camoyalibebis sawindaria: maTi SenarCuneba, SeZ-

lebisdagvarad raodenobis gazrda da maTgan

faseulobebis miReba. kmayofili myidvelebi pro-

duqts isev yiduloben, siamovnebiT elaparakebian

masze sxvebs, nakleb yuradRebas aqceven konkurent

brendebsa da reklamebs da am kompaniisagan sxva

produqtebsac yiduloben. bevri marketologi

myidvelTa imedebis gamarTlebisaTvis ki ara, maTi

aRfrTovanebis SegrZnebis miRwevisTvis ibrZvis.

ukmayofilo myidveli sxvagvarad reagirebs.

cudi gamonaTqvami ufro male vrceldeba, vidre

kargi. mas SeuZlia Zalian swrafad daazaralos

kompaniisa da misi produqtebisadmi momxmare-

belTa damokidebuleba. ukmayofilo myidvelTa

umravlesoba TavianT problemebs kompanias ar

uziarebs, amitom kompaniam regularulad unda

akontrolos myidvelTa kmayofilebis done. am

gziT kompanias SeuZlia daadginos, rogor

muSaobs da rogor SeiZleba gaaumjobesos Tavisi

saqmianoba.

magram rogor unda moeqces kompania ukmay-

ofilo myidvelebs? sul mcire, kompania

sTavazobs ufaso satelefono nomrebsa da veb-

gverdebs, raTa marTos maTi saCivrebi da gamo-

kiTxvebi. magaliTad, bolo 2 aTwleulis ganmav-

lobaSi Gerber-is cxel xazze (1-800-4-GERBER) xuT

milionze meti zari Semovida. cxeli xazis mom-

saxure personali, romlis umravlesobas dedebi

da bebiebi Seadgenen, rCevebs iZlevian bavSvis mov-

lasTan dakavSirebiT. isini 2,400-ze met abonents

pasuxoben dRe-RameSi. General Electric-i sTavazobs

onlain GE Answer Center-s. am veb-gverdze myidve-lebs SeuZliaT gaecnon didi raodenobis infor-

■ arCevanis gakeTeba: warmodgenili reklama produqtis sac-

delad yidvis stimulirebas axdens kuponebis SeTavazebiT.

SSeemmeeccnneebbiiTTii

ddiissoonnaannssii (Cognitivedissonance)myidvelebis diskom-

forti, gamowveuli

e.w. yidvis Semdgomi

konfliqtiT.


macias GE-is aTasobiT produqtze. aq aris informacia dawyebuli, yidvis

Semdgom gaCenil yvelaze xSir SekiTxvebze pasuxebiT da damTavrebuli momx-

mareblis mier ganxorcielebuli instalaciisa da aparaturis SekeTebis dros

gaCenili SekiTxvebiT, TviT instalaciiTa da SekeTebis gadasaxadiT. myid-

velebs, romlebic veb-gverdze pasuxebs ver pouloben, SeuZliaT GE-is tele-

fonze darekon da myidvelTa momsaxurebis warmomadgenels pirdapir gae-

saubron.

yidvis Sesaxeb gadawyvetilebis miRebis procesis SeswavliT marketolo-

gebi SeZleben gzebis moZiebas,ATu rogor SesTavazon momxmareblebs pro-

duqti. magaliTad, Tu momxmareblebi axal produqts imis gamo ar yiduloben,

rom isini mis saWiroebas ver aRiqvamen, marketings SeuZlia sareklamo kampania

awarmoos, romelic axali produqtis saWiroebaze amaxvilebs yuradRebas da

aCvenebs, Tu rogor SeuZlia mocemul produqts momxmarebelTa problemebis

gadaWra. Tu momxmarebeli icnobs produqts, magram ar yidulobs imitom, rom

arakeTilganwyobili aris mis mimarT, marketologma unda ipovos saSualeba,

produqtisadmi momxmareblis damokidebulebis Sesacvlelad.

mmyyiiddvveelliiss ggaaddaawwyyvveettiilleebbiiss mmiiRReebbiiss pprroocceessii aaxxaallii pprroodduuqqttiiss SSeessyyiiddvviissaass

Cven ganvixileT is etapebi, romlebsac myidvelebi gadian, cdiloben ra

TavianTi moTxovnilebebi daikmayofilon. myidvelebma es safexurebi SesaZloa

swrafad an, piriqiT, nela gaiaron da SeiZleba zogierTi maTgani gamotovon

kidec. bevri ramaa damokidebuli myidvelis bunebaze, produqtebsa da yidvis

procesis dros Seqmnil situaciaze.

axla Cven ganvixilavT, Tu rogor irCeven myidvelebi axal produqts.

aaxxaallii pprroodduuqqttii aris saqoneli, momsaxureba an idea,romelic potenciuri myid-

velis mier aRiqmeba,rogorc axali. is SesaZloa didi xania arsebobs bazarze,

magram Cven gvainteresebs, Tu rogor igeben momxmareblebi Tavdapirvelad pro-

duqtis Sesaxeb da rogor iReben gadawyvetilebas misi SeZenis Sesaxeb.

aaTTvviisseebbiiss pprroocceessii aris gonebrivi faza, rodesac individi gadaamuSavebs pirve-

lad gagonil informacias inovaciis (misTvis axali produqtis) Sesaxeb misi

SeZenis Taobaze saboloo Camoyalibebamde. aTviseba (adoption) aris

gadawyvetileba, romelsac individi iRebs, raTa produqtis regularuli mom-

xmarebeli gaxdes.28

aaTTvviisseebbiiss pprroocceessiiss ssaaffeexxuurreebbii.. axali produqtis gaazrebis procesis dros

momxmareblebi xuT etaps gadian:

■ ggaaTTvviiTTccnnoobbiieerreebbaa:: momxmarebeli igebs axali produqtis Sesaxeb, magram

nakleb infromacias flobs mis Taobaze.

■ iinntteerreessii:: momxmarebeli eZebs informacias axal produqtze.

■ SSeeffaasseebbaa:: momxmarebeli ganixilavs, Rirs Tu ara produqtis sacdelad yidva.

■ ssaaccddeellaadd yyiiddvvaa:: momxmarebeli cdilobs, axlos gaecnos da gamoscados

axali produqti (misi nimuSi an mcire partia), raTa Seeqmnas warmodgena

masze.

■ aaTTvviisseebbaa:: momxmarebeli iRebs gadawyvetilebas axali produqtebis Cveuleb-

rivad gamoyenebis Sesaxeb.

es modeli gviCvenebs, rom axali produqtis mimwodebelma unda ifiqros

imaze,Tu rogor daexmaros momxmareblebs,raTaA maT am etapebis gavla SeZlon.

didekraniani televizorebis mwarmoeblebma SesaZloa aRmoaCinon, rom bevri

momxmarebeli, romlebic misi produqtis mimarT interesis etapze arian da ar

gadadian sacdelad yidvis safexurze. Tu imave momxmareblebs eqnebodaT

survili, esargeblaT didekraniani televizorebiT sacdeli vadiT mcire

gadasaxadis safasurad, mwarmoebels unda efiqra sacdeli gegmis SeTavazebaze

Semdgomi yidvis garantiiT.

iinnddiivviidduuaalluurrii ggaannssxxvvaavveebbeebbii iinnoovvaattoorroobbaaSSii.. adamianebi axali produqtis

gamocdis mzadyofnis doniT Zalze gansxvavdebian. arseboben TiToeuli

produqtis `pioneri momxmareblebi~ da adreuli amTvisebelni. sxva individebi

aaxxaallii pprroodduuqqttii (Newproduct)saqoneli, momsaxure-

ba an idea, romelic

potenciuri myidve-

lis mier aRiqmeba,

rogorc axali.

aaTTvviisseebbiiss pprroocceessii

(Adoption process)gonebrivi faza, ro-

desac individi ga-

daamuSavebs pirve-

lad gagonil

informacias inova-

ciis (misTvis axali

produqtis) Sesaxeb

misi SeZenis Taobaze

saboloo Camoyali-

bebamde.


axal produqtebs ufro gvian aRiareben. axal produqtebTan Seguebis

siswrafiT xalxi SeiZleba daiyos kategoriebad, rac mocemulia suraTze 5.6.

neli dasawyisis Semdeg adamianebis mzardi raodenoba iTvisebs axal

produqts. maTi ricxvi piks aRwevs da Semdeg klebulobs, radgan maT Soris

rCebian isini, vinc ver iTvisebs axal produqts. inovatorebi warmoadgenen

myidvelTaA2.5%-s, romelnic axal ideas pirvelebi iziareben, Semdeg modis

adreuli amTviseblebis 13.5% da ase Semdeg.

axali produqciis amTvisebelTa 5 jgufs ganmasxvavebeli faseulobebi

aqvT. inovatorebi (innovators) riskianebi ariani – isini riskze midian da axal

ideebs cdian. adreuli amTviseblebi (early adopters) arian azris

gamavrceleblebi TavianT sazogadoebaSi da iTviseben axal ideebs advilad,

magram frTxilad. adreuli umravlesoba (early majority) frTxilia – miuxedavad

imisa, rom iSviaTad arian liderebi, isini metad iziareben axal ideebs, vidre

saSualod sxva adamianebi. gvian umravlesobas (late majority) skeptikosebi

Seadgenen – isini iziareben inovaciebs mxolod mas Semdeg, rac mas xalxis

umravlesoba gamocdis. bolos modian CamorCenilebi (laggards) (xatovnad rom

vTqvaT – maCanCalebi, tradiciaTa moyvarulni). isini eWvis TvaliT uyureben

cvlilebebs da saixleebs mxolod maSin iReben, rodesac is raRac tradiciis

msgavsi xdeba.

amTvisebelTa aseTi klasifikacia gulisxmobs,rom novatorulma kompaniam

inovatorTa da adreul amTvisebelTa damaxasiaTebeli Tvisebebi unda gamoik-

vlios da marketinguli Zalisxmeva warmarTos maTken. ZiriTadad, inovatorebi

arian SedarebiT axalgazrdebi, kargad ganaTlebulebi da maRalSemosavliani

pirovnebebi. isini ufro kargad eguebian ucnob saqonels,ufro metad endobian

sakuTar faseulobebsa da gamWriaxobas da ufro metad midian riskze. isini

brendisadmi erTgulni naklebad arian da naklebad aniWeben upiratesobas

stimulirebis iseT specialur saSualebebs, rogorebicaa fasdakleba, kuponebi

da nimuSebi.

pprroodduuqqttiiss mmaaxxaassiiaaTTeebblleebbiiss ggaavvlleennaa mmiissii aaTTvviisseebbiiss tteemmppzzee.. axali produqtis

maxasiaTeblebi gavlenas axdens misi aTvisebis tempze. zogierTi produqti

TiTqmis erT RameSi inergeba (Beanie Babies), maSin rodesac danarCenebis

aRiarebas Zalian didi dro sWirdeba (magaliTad, maRali garCevadobis

televizorebi _ HDTV). aTvisebis tempze, ZiriTadad, zegavlenas xuTi

maxasiaTebeli axdens. ganvixiloT es maxasiaTeblebi maRali garCevadobis

televizorebis magaliTze.

■ SSeeffaarrddeebbiiTTii uuppiirraatteessoobbaa ((Relative advantage)):: ramdenad aris gaumjobesebuli

axali produqti arsebul msgavs produqtebTan SedarebiT. rac ufro didi

iqneba maRali garCevadobis televizoris gamoyenebisas aRqmuli

SefardebiTi upiratesoba – vTqvaT, gamosaxulebis xarisxi da misi yurebis

dros mxedvelobis naklebi daRla – miT ufro male iqneba aTvisebuli

(aRiarebuli) igi.

■ SSeeTTaavvsseebbaaddoobbaa ((Compatibility)):: axali produqtis Sesabamisobis xarisxi, poten-

ciuri momxmareblebis faseulobebsa da gamocdilebasTan. magaliTad,

maRali garCevadobis televizori sakmaod SeTavsebadia saSualo klasis da

ufro zeda fenis ojaxebis cxovrebis wesTan da finansur SesaZleb-

lobebTan. miuxedavad amisa, samwuxarod, is ar aris Tavsebadi satelevizio

gadacemis im sistemebTan,romlebic amJamad momxmareblebisaTvis aris xelmi-

sawvdomi.


momxmarebelTa tipebi

inovaciebis aTvisebis

siswrafis mixedviT.


■ kkoommpplleeqqssuurroobbaa ((Complexity)):: anu, ramdenad

rTuli gasagebia axali produqtis arsi da

misi gamoyeneba. maRali garCevadobis tele-

vizorebi araa Zalian rTuli eqspluata-

ciaSi. amitom, ramdenadac misi dapro-

gramireba xelmisawvdomia, xolo fasebi

misaRebi, naklebi dro iqneba saWiro, rom man

amerikul ojaxebSi SeaRwios, vidre ufro

kompleqsurma, rTulma, sxva axalma produq-

ciam.

■ ggaayyooffaaddoobbaa ((divisibility)):: maRali garCevadobis

televizorebi jer kidev Zalian Zviria. iqi-

dan gamomdinare, rom xalxs SeuZlia maTi

arendiT aReba Semdgomi SeZenis SesaZleb-

lobiT, izrdeba maTi aTvisebis donec.

■ kkoommuunniikkaabbeelloobbaa ((Communicability)):: ramdenad

aris TvalsaCino axali produqtis gamoyene-

ba sxvebisTvis. imis gamo, rom maRali garCe-

vadobis televizorebi Tavad axdens saku-

Tari Tavis demonstrirebasa da aRweras,

momxmareblebSi maTi gamoyeneba swrafad

gaizrdeba.

aTvisebis (aRiarebis) doneze aseve

moqmedebs sxva maxasiaTeblebi, rogorebicaa:

sawyisi da Semdgomi xarjebi, riski da ganusaz-

Rvrelobis xarisxi, mowoneba sazogadoebis

mxridan. axali produqtebis marketologma

yvela es faqtori unda gamoikvlios, rodesac

axal produqts da mis marketingul programas

qmnis.

mmoommxxmmaarreebbeellTTaa qqcceevvaa qqvveeyynniiss ssaazzRRvvrreebbiissmmiiRRmmaa ssaaeerrTTaaSSoorriissoo bbaazzrreebbzzee

momxmarebelTa qcevis Seswavla sakmaod Znelia TviT erTi qveynis sazRvrebSi

moqceul kompaniaTa marketingisaTvis. aqedan gamomdinare, im kompaniebisaTvis,

romelnic bevr qveyanaSi ewevian saqmianobas, momxmarebelTa Seswavla da maTi

moTxovnilebebis dakmayofileba gacilebiT rTulia. miuxedavad imisa, rom

sxvadasxva qveynis momxmareblebs SesaZloa zogierTi ram saerTo hqondeT, maTi

faseuloebebi, Sexedulebebi da qcevebi erTmaneTisagan xSirad Zalian

gansxvavdeba. saerTaSoriso doneze momuSave marketologebma aseTi

gansxvavebebi unda Seiswavlon da TavianTi produqtebis da marketinguli

programebis saTanado modificireba moaxdinon.

zogjer gansxvavebebi Zalian aSkaraa. magaliTad, aSS-Si, sadac

mosaxleobis udidesi nawili sauzmeze regularulad miirTmevs burRuleuls,

Kellogg-i Tavis marketingul Zalisxmevas mimarTavs momxmareblebis

dasarwmuneblad, romA maT Kellogg-is da ara konkurentis brendi SearCion.magram safrangeTSi, sadac mosaxleobis udidesi nawili upiratesobas

kroasansa da yavas aniWebs an saerTod uars ambobs sauzmeze,Kellogg-is reklama,

ubralod, cdilobs, daarwmunos isini, rom maT sauzmeze burRuleuli unda

miirTvan. mis SefuTvaze mocemulia detaluri instruqcia imis Sesaxeb, Tu

rogor unda momzaddes burRuleuli. indoeTSi, sadac bevri momxmarebeli

msuye, Semwvar sauzmes miirTmevs da bevri maTganic saerTod uars ambobs

sauzmeze, Kellogg-is reklama cdilobs, myidvelebi daarwmunos, gadaerTon ufro

msubuq da dabalansebul dietaze.

xSirad saerTaSoriso bazrebs Soris gansxvavebebi naklebad SesamCnevia.

es SesaZloa gamowveuli iyos momxmarebelTa fizikuri sayofacxovrebo

pirobebis gansxvavebebiT. magaliTad, Remington awarmoebs ufro patara zomis

eleqtrosaparsebs SedarebiT patara xelebis mqone iaponeli momxmareb-

lebisaTvis. britaneTis bazrisaTvis ki elementebze momuSave saparsebs qmnis,

■ axali produqtis aTvisebis (aRiarebis) tempi: zogierTi

produqti erT RameSi inergeba. zogierTis, rogoricaa, maga-

liTad, maRali garCevadobis televizorebi _ HDTV, aRiare-

bas didi dro sWirdeba.


radgan inglisSi abazanebis mxolod mcire nawils aqvs denSi SesaerTeblebi.

sxva gansxvavebebi dakavSirebulia tradiciebis mravalferovnebasTan. maga-

liTad, iaponiaSi, sadac Tavmdablobasa da pativiscemas didi mniSvneloba aqvs,

aSkara fasdaklebebi Seuracxyofad aRiqmeba. sxvadasxva qveynis tradiciebisa

da momxmarebelTa qcevaSi aseTi gansxvavebebis ucodinarobam SesaZloa

saerTaSoriso bazrebze produqtebis da marketinguli programebis kraxi

gamoiwvios.

marketologebma unda gadawyviton, rogor Seusabamon unikalur

kulturul Taviseburebebs da yoveli bazris momxmarebelTa moTxovnebs

TavianTi produqtebi da marketinguli programebi. erTi mxriv, maT surT,

ganaxorcielon saqmianobis standartizacia samuSaobebis gamartivebis da

saxsrebis ekonomiis mizniT. meore mxriv ki, marketinguli Zalisxmevis

morgebiT calkeuli qveynis specifikasTan uzrunvelyos adgilobrivi momxma-

reblebis saWiroebebis ukeT da srulad dakmayofileba saTanado produqtebiT

da programebiT.

SSeerrwwyymmaakkoonncceeffcciieebbiiss

axla droulia, SevCerdeT da erTamaneTTan kavSirSi ganvixiloT am

Tavis pirvel nawilSi mocemuli yvela koncefcia.

■ dafiqrdiT Tqven mier axlaxan gakeTebul mniSvnelovan SenaZenze.

rogor ganaxorcieleT Sesyidvis procesi? romelma ZiriTadma faq-

torebma imoqmeda Tqvens yidvis gadawyvetilebaze?

■ airCieT kompania,romelic am TavSi ganvixileT – Coca-Cola-i, Starbucks-i,NASCAR-i, Disney-i, Wal-Mart-i, MTV-i, Volkswagen-i, Amazon.com-i Tu sxva.

rogor iyenebs Tqven mier arCeuli kompania myidvelebis qcevis

Seswavlis SedegebsA momxmareblebTan ukeTesi urTierTobebis

Camosayalibeblad?

■ dafiqrdiT Intel-is msgavs kompaniaze, romelic Tavis produqtebs ara

saboloo momxmarebelze, aramed kompiuterebis mwarmoeblebsa Tu

sxva kompaniebze yidis. riT gansxvavdeba erTmaneTisagan Intel-is biz-nesmyidvelebis (anu warmoebiT dasaqmebuli myidvelebis) marketingi

Starbucks-is saboloo momxmareblis marketingisagan? am Tavis meore

nawili swored am sakiTxs exeba.

ssiiCCqqaarriiss

SSeemmzzRRuuddaavvii

■❚ bbiizznneessbbaazzrreebbii ddaa mmyyiiddvveellii oorrggaanniizzaacciiiiss qqcceevvaa

asea Tu ise, kompaniebis umravlesoba Tavis produqcias organizaciebze yidis.

bevri kompania, iseTebi rogorebicaa Dupont-i, Boeing-i, Cisco Systems-i, Caterpillar-i damravali sxva, Tavis produqtebs sxva sawarmoebze yidis. samomxmareblo pro-

duqtebis mwarmoebelma didma kompaniebmac ki, romlebic iseT produqtebs

amzadeben, romlebsac saboloo momxmareblebi gamoiyeneben, Tavdapirvelad

TavianTi produqtebi sxva biznesorganizaciebs unda mihyidon. magaliTad,

General Mills-i bevr cnobil samomxmareblo produqts amzadebs, magram imisaTvis,

rom es produqcia momxmarebelze gaiyidos, General Mills-ma Tavdapirvelad isini

biTumad da sacalod movaWreebze unda gayidos, romelnic, Tavis mxriv, samomx-

mareblo bazars emsaxurebian.

mmyyiiddvveellii oorrggaanniizzaacciiiiss qqcceevvaaSSii igulisxmeba im organizaciis qceva,

romelic nawarms an momsaxurebas yidulobs sxva produqtis an momsaxurebis

sawarmoeblad Semdgomi gayidvis, gaqiravebis an sxvebis momaragebis mizniT. is

aseve gulisxmobs sacalo da biTumad movaWre kompaniebis qcevas, romlebic

saqonels xelmeored gayidvisa Tu gaqiravebisagan mogebis miRebis mizniT

iZenen. biznesSesyidvis procesSi (business buying process) myidveli organizaciebi

gansazRvraven, romeli produqtebi da momsaxurebebi Seisyidon. Semdeg ki

eZeben, afaseben da arCeven arsebul alternativebs Soris. kompaniebma, rom-

mmyyiiddvveellii

oorrggaanniizzaacciiiiss qqcceevvaa

(Business buyerbehavior)SesyidviTi qceva im

organizaciebis, rom-

lebic yiduloben

nawarmsa da momsaxu-

rebas, sxva produqte-

bisa Tu momsaxure-

bis sawarmoeblad an

xelmeored gasayi-

dad, an gasaqirave-

blad.


lebic produqcias sxva sawarmoebze yidian, unda gaakeTon yvelaferi, raTa

Seiswavlon biznesbazrebisa da myidveli oraganizaciis qceva.

bbiizznneessbbaazzrreebbii

biznesbazrebi uzarmazaria. faqtobrivad, am bazrebze ufro meti raodenobiT

fuli da saqoneli brunavs, vidre samomxmareblo bazrebze. magaliTad,

dafiqrdiT, ramdeni biznesgarigebaa aucilebeli sxvadasxva sawarmoebs Soris,

rom Goodyear-is avtomobilis saburavebis erTi kompleqti damzaddes da

gaiyidos. mravali mimwodebeli Goodyear-s amaragebs reziniT, foladiT,

danadgarebiTa da sxva saqonliT, romelic mas saburavebis sawarmoeblad

sWirdeba. Semdeg Goodyear ukve mza saburavebs yidis sacalo movaWreebze,

romlebic, Tavis mxriv, maT momxmareblebs mihyidian. amrigad, momxmarebelTa

mier Sesyidvas win uswrebs sawarmoebis mier ganxorcielebuli mravali

biznesSesyidva. garda amisa, Goodyear-i avtosaburavebs yidis, rogorc sawyiserT-erT mniSvnelovan nawils, avtomwarmoeblebs axali manqanebis dasakom-

pleqteblad. aseve yidis, saTadarigo avtosaburavebis saxiT, im organizaciebze

romlebsac sakuTari avtoparki aqvT (taqsebis, avtobusebis,satvirTo manqanebis

da a.S.)

bbiizznneessbbaazzrreebbiiss mmaaxxaassiiaaTTeebblleebbii.. garkveuli TvalsazrisiT, biznesbazrebi

samomxmareblo bazrebs hgavs. orive bazarze arian adamianebi, romlebic

gamodian myidvelebis rolSi da yidvis Sesaxeb gadawyvetilebas iReben

TavianTi moTxovnilebebis dasakmayofileblad. amasTan, binzesbazrebi bevrad

gansxvavdeba samomxmareblo bazrebisagan. mTavari gansxvaveba bazris struq-

turasa da moTxovnaSi, Sesyidvebis erTeulis bunebasa da gadawyvetilebis

saxeebsa da maTi miRebis procesebSia.

bbiizznneessbbaazzrriiss ssttrruuqqttuurraa ddaa mmooTTxxoovvnnaa.. Cveulebriv, biznesbazrebi aerTianebs

SedarebiT naklebi raodenobis, magram msxvil myidvelebs, vidre samomxmareblo

bazrebi. magaliTad, rodesac Goodyear-i saTadarigo saburavebs saboloo momx-

mareblebze yidis, misi potenciuri bazari moicavs milionobiT avtomobilis

mflobelebs aSS-sa da mTel msoflioSi. magram Goodyear-is bedi biznesbazarzemxolod erTi, yvelaze msxvili avtomanqanebis mwarmoebeli kompaniisagan

miRebul SekveTebzea damokidebuli. TviT did biznesbazrebzec ki saqonlis

ZiriTadi masa Seisyideba ramdenime msxvili myidvelis mier. analogiurad,

Black&Decker-i Tavis sxvadasxvanair eleqtroinstrumentebs da manqana-

danadgarebs msoflioSi aTobiT milion momxmarebelze yidis. Tumca misi

gayidvebis naxevarze meti sam uzarmazar sacalo movaWreze – Home Depot-ze,Lowe’s-sa da Wal-Mart-ze modis.

biznesbazrebi aSS-Si geografiulad ufro metad koncentrirebulia.

myidveli organizaciebis naxevarze meti Tavmoyrilia rva StatSi: kalifornia,

niu-iorki, ohaio, ilinoisi, miCigani, texasi, pensilvania da niu-jersi. garda

amisa, biznesmoTxovna wwaarrmmooqqmmnniillii mmooTTxxoovvnnaaaa – es aris moTxovna, romelic

warmoiqmneba samomxmareblo saqonelze moTxovnisagan. General Motors-i yidu-lobs folads, radgan momxmareblebi yiduloben manqanebs. Tu samomxmareblo

moTxovna manqanebze mcirdeba, Sesabamisad, klebulobs moTxovnac foladsa da

im produqtebze, romlebic manqanebis dasamzadeblad aris saWiro. amitom

biznesmarketologebi zogjer saboloo momxmareblebisTvis TavianTi produq-

ciis miwodebas xels uwyoben, raTa biznesmoTxovna gazardon.

magaliTad, Intel-is grZelvadiani Intel Inside-is sareklamo kampania Intel-ismikroprocesorebze dafuZnebul personaluri kompiuterebis gayidvas xels

uwyobs. Intel-is Cipebze mzardi moTxovna zrdis maTi gamoyenebiT Seqmnil per-

sonalur kompiuterebze moTxovnas, rac Intel-isa da misi biznespartniorebisgamarjvebis sawindaria. analogiurad,DuPont-i Teflon-is stimulirebas saboloo

momxmarebelze axdens, rogorc bevri produqtis Semadgenel nawils – dawye-

buli cecxlgamZle WurWliT, damTavrebuli laqebis amosayvani saSualebiTa

da qsovilebiT, romlebic ar iWmuWneba. Tqven SegiZliaT iarliyi - Teflon FabrieProtector-i – naxoT tansacmlis iseT seriebze, rogoricaa Levi’s-is Dockers-i, DonnaKaran-is mamakacis tansacmeli da Ralph Lauren-is bambis uxeSi qsovili. imisaTvis,

rom saboloo myivelebisaTvis Teflon-i ufro metad cnobili da mimzidveli gax-

ados, Dupont-i aseve zrunavs produqtebis garegnul mxarezec. 29

wwaarrmmooqqmmnniillii

mmooTTxxoovvnnaa (Deriveddemand)moTxovna, romelic

warmoiqmneba samomx-

mareblo saqonelze

moTxovnisagan.

bbiizznneessbbaazzaarreebbii

(Business Markets)organizaciebi, rom-

lebic Seisyidian

wiaRiseuls, cal-

keul nawarmsa Tu

momsaxurebas sxva

produqtis Seqmnis

an biznesis warmoe-

bis mizniT.


SSeessyyiiddvveebbiiss eerrTTeeuulliiss bbuunneebbaa.. samomxmareblo saqonlis bazrebTan SedarebiT,

biznesbazrebze ganxorcielebuli sasaqonlo SesyidvebSi ufro bevri piri

monawileobs da Sesyidvaze gadawyvetilebas ufro profesiulad iRebs..

xSirad, organizaciisaTvis saqonlis yidvis procesSi monawileoben

Sesyidvebis kvalificiuri agentebi, romlebic mTeli cxovrebis ganmavlobaSi

swavloben, Tu rogor iyidon ufro mogebianad. rac ufro kompleqsuria

Sesyidva, miT ufro meti aseTi adamiani monawileobs gadawyvetilebis miRebis

procesSi. umetesi saqonlis Sesyidvas axorcieleben Sesyidvis centrebi

(komitetebi), romlebic teqnikuri eqspertebisa da menejerebisagan aris

dakompleqtebuli. garda amisa, axla bevri kompania Tavis Sesyidvis funqciebs

aumjobesebs _ esaa `miwodebis marTva~ an `mimwodeblis ganviTarebis~

funqciebi. rogorc erTi damkvirvebeli aRniSnavs, `saSinelebaa imaze fiqri,

rom Tqvenma myidvelebma SesaZloa Tqvens kompaniasa da produqtebze ufro

meti icodnen, vidre Tqven.… kompaniebma yvela Rone unda ixmaron, raTa

produqciis Sesyidvebis process yvelaze gamWriaxi TanamSromlebi uzrunvel-

yofdnen.30 amgvarad, biznesbazris marketologebs kvalificiuri gamyidvelebi

unda hyavdeT, romlebic Tavs gaarTmeven kvalificiur gamyidvelebTan

urTierTobas.

ggaaddaawwyyvveettiilleebbiiss mmiiRReebbiiss ttiippeebbii ddaa ggaaddaawwyyvveettiilleebbiiss mmiiRReebbiiss pprroocceessii..

Cveulebriv, myidvel organizaciebs SesyidvebTan dakavSirebuli ufro rTuli

gadawyvetilebebis miReba uxdebaT, vidre samomxmareblo bazris individualur

myidvelebs. am SemTxvevaSi, Sesyidva xSirad moicavs did fulad gasavals,

kompleqsur teqnikur da ekonomikur mosazrebebsa da myidveli organizaciis

sxvadasxva donis TanamSromelTa urTierTSeTanxmebas. imis gamo, rom

Sesyidvebi ufro kompleqsuria, myidvel organizaciebs gadawyvetilebis misa-

Rebad ufro meti dro sWirdebaT. aseve, biznesSesyidvebis gaformebis

procedura ufro formalizebulia, vidre individualuri momxmareblis yidvis

procesSi. Cveulebriv, organizaciis mier didi moculobis Sesyidva moiTxovs

produqtebis detalur specifikacias, SekveTebis werilobiT gaformebas,

mimwodeblis yuradRebiT SerCevasa da umaRlesi menejmentis oficialur

Tanxmobas.

sabolood, biznessbazrebze Sesyidvis procesSi myidvelebi da gamyidve-

lebi xSirad ufro metad arian damokidebulni erTmaneTze. samomxmareblo

bazris marketologebi ki TavianTi myidvelebisagan ufro Sors dganan. maTgan

gansxvavebiT, e.w. B2B, anu ,,biznesi-biznesisTvis’’ tipis saqmianobaSi CarTuli

marketologebi xelebdakapiwebulebi muSaoben TavianT myidvelebTan erTad

gayidvis procesis yvela etapze – isini erTad iReben gadawyvetilebas, rogor

gadaWran momxmareblis problemebi da daakmayofilon maTi interesebi.

■ biznesbazrebi: B2B, anu biznesi-biznesisTvis saqmianobaSi CarTu-

li marketologebi xelebdakapiwe-

buli muSaoben TavianT klienteb-

Tan, raTa erToblivad SeimuSaon

saTanado gadawyvetilebebi. aq

mocemulia Fujitsu-s dapireba _

,,Cveni teqnologia gexmarebaT

Tqven SeinarCunoT aRmasvla. Cven

TanamSromlebs ar awyobT Tqveni

daRmasvla.~


mmyyiiddvveellii oorrggaanniizzaacciiiiss qqcceevvaa

upirvelesad, marketologebs surT, icodnen, Tu rogori iqneba myidveli orga-

nizaciis reaqcia mravalferovan marketingul stimulebze. suraTi 5.7 asaxavs

myidveli oraganizaciis qcevis models. am modelis Tanaxmad, marketingi da

sxva stimulebi myidvel organizaciaze gavlenas axdenen da myidvelTa aSkara

ukureaqciebs iwveven. iseve rogorc individualuri momxmareblis yidvis pro-

cesis SemTxvevaSi, myidveli organizaciis Sesyidvis dros marketinguli stimu-

lic oTx P-s moicavs: produqti, fasi, adgili da stimulireba. sxva stimulebs

miekuTvneba gare garemos faqtorebi: ekonomikuri, teqnologiuri, politikuri,

kulturuli da konkurentuli. es stimulebi moqmedeben myidvel organiza-

ciebze da iwveven myidvelis sxvadasxva reaqcias: produqtisa Tu momsaxurebis

arCevans, mimwodeblis arCevas, SekveTis moculobas, miwodebis vadebisa da

gadaxdis pirobebis gansazRvrasa da sxvas. imisaTvis rom Seqmnas kargi mar-

ketinguli kompleqsis strategiebi, marketologma unda Seiswavlos, ra xdeba

organizaciaSi, raTa stimuli yidvis reaqciad aqcios.

organizaciaSi saSemsyidvelo saqmianoba Sedgeba ori mTavari nawilisa-

gan: Sesyidvis centri, romelic Sedgeba yvela im TanamSromlisagan, romlebic

monawileoben Sesyidvis Sesaxeb gadawyvetilebis miRebis procesSi, da Tavad

gadawyvetilebis miRebis procesi. modeli gviCvenebs, rom Sesyidvis centrisa

da yidvaze gadawyvetilebis miRebis procesze gavlenas axdenen

Sidaorganizaciuli, pirovnebaTSorisi da pirovnuli faqtorebi, aseve, gare

garemos faqtorebi.

suraTze 5.7 mocemulia myidveli organizaciis qcevasTan dakavSirebuli 4

SekiTxva: ra saxis Sesyidvis gadawyvetilebas iReben myidveli organizaciebi?

vin monawileobs Sesyidvis procesSi? ZiriTadad ra Zalebi axdenen zegavlenas

myidvelze? rogor iReben gadawyvetilebebs myidveli organizaciebi?

bbiizznneessSSeessyyiiddvviiss ZZiirriiTTaaddii ttiippeebbii.. arsebobs biznes-SesyidvaTa sami ZiriTadi

tipi.31 erTi ukiduresobaa ganmeorebiTi Sesyidva cvlilebebis gareSe, rode-

sac saqme gvaqvs yovelgvari modifikaciis gareSe miRebul gadawyvetilebasTan.

meore ukiduresobaa axali Sesyidva, romelic srul kvlevas moiTxovs. maT

Soris moqceulia modificirebuli ganmeorebiTi Sesyidva, romelic, Tavis

mxriv, nawilobriv kvlevas saWiroebs.

ggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa ccvvlliilleebbeebbiiss ggaarreeSSee warmoadgens biznesSesyidvas,

romelic gulisxmobs yovelgvari modifikaciis gareSe myidvelis mier pro-

duqtis xelmeored SekveTas. wina Sesyidvis Sedegebze dayrdnobiT, myidveli,

Cveulebriv, Tavisi mimwodeblebis siidan erT-erTs irCevs. arsebuli _ e.w.

,,Siga’’ (In) mimwodeblebi cdiloben, SeinarCunon produqtis da momsaxurebis

xarisxi. isini xSirad SekveTis avtomatur sistemebs sTavazoben, maTi

gamoyenebiT ki Sesyidvis agentebi ganmeorebiT SekveTaze dros zogaven. axali

– e.w. ,,,,ggaarree’’’’ (Out) mmiimmwwooddeebblleebbii~ ki cdiloben, sxva mimwodeblebiT gamowveuli


myidveli organizaciis qcevis modeli

ggaannmmeeoorreebbiiTTii SSeessyyiidd--

vvaa ccvvlliilleebbeebbiiss

ggaarreeSSee (Straight rebuy)biznesSesyidva, ro-

melic gulisxmobs

yovelgvari modifi-

kaciis gareSe myid-

velebis mier pro-

duqtis xelmeored

Sablonur SekveTas.


ukmayofilebiT isargeblon,raRac axali SesTavazon myidvel organizacias da

amgvarad maT produqciaze myidvelis gadmorTva uzrunvelyon.

mmooddiiffiicciirreebbuullii ggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa warmoadgens biznesSesyidvis

situacias, romlis drosac myidveli dainteresebulia, Secvalos produqciis

specifikacia, fasebi, miwodebis pirobebi an mimwodeblebi. Cveulebriv, modifi-

cirebul ganmeorebiT SesyidvaSi ufro meti piri iRebs gadawyvetilebas, vidre

cvlilebebis gareSe ganmeorebiT SesyidvaSi. arsebuli (Siga) mimwodeblebi

SesaZloa ganerviuldnen da zewola igrZnon axali mimwodeblebis mxridan.

piriqiT, axalma (gare) mimwodeblebma SesaZloa modificirebuli ganmeorebiTi

Sesyidvis situacia dainaxon, rogorc SesaZlebloba, Seqmnan ukeTesi

SeTavazeba da moipovon axali SekveTebi.

kompania, romelic produqts an momsaxurebas pirvelad yidulobs,

aRmoCndeba aaxxaallii SSeessyyiiddvviiss aammooccaanniiss situaciaSi. aseT SemTxvevaSi, rac ufro

metia danaxarjebi an riski, miT metia gadawyvetilebis mimRebTa ricxvi da miT

ufro didi iqneba maTi mcdeloba, moipovon saTanado informacia. axali

Sesyidvis amocana marketologisaTvis warmoadgens udi-des SesaZleblobas

da gamowvevas. marketologi ara marto cdilobs, moaxdinos rac SeiZleba meti

gavlena Sesyidvis procesze, aramed daxmarebasa da informaciasac sTava-zobs

myidvel organizacias.

myidveli organizaciis mier minimaluri raodenobis gadawyvetilebebi

miiReba cvli-lebis gareSe ganmeorebiTi Sesyidvisas da gacilebiT meti

gadawyvetilebebi axali Sesyidvis dros. axali Sesyidvisas Seqmnili

situaciis dros myidvelma unda miiRos gadawyvetileba produqtis specifika-

ciaze, mimwodeblebze, fasis zRvrebze, gadaxdis vadebze, SekveTis moculobaze,

miwodebis drosa da momsaxurebis pirobebze. Ti-Toeuli maTgani situaciurad

gansxvavdeba da gadawyvetilebis procesis TiToeuli monawile sxvadasxva

gavlenas axdens arCevanze.

myidveli organizaciebis umetesoba upiratesobas misTvis saWiro saqon-

lis erTi gamyidvelisagan SeZenas aniWebs.

imis nacvlad, rom iyidos calkeuli kompo-

nentebi da Semdeg gaaerTianos, myidvelma

SesaZloa mimwodebels sTxovos, moamaragos

komponentebis paketiT Tu sistemiT. SekveTas

Sesyidvaze sabolood iRebs is mimwodebeli

kompania, romelic myidvels miawvdis yvela-

ze srulyofil pakets (sistemas), romelic

emTxveva myidvelis moTxovnilebebs. amg-

varad, ssiisstteemmuurrii ggaayyiiddvvaa xSirad ZiriTadi

biznesmarketinguli strategiaa proeqtebis

gamarjvebasa da marTvaSi. magaliTad,

ChemStation-i Tavis myidvelebs qimiuri wmen-

disa da samrewvelo dasufTavebasTan dakav-

Sirebul yvela problemis erTdroulad

gadaWras sTavazobs.

ChemStation-i yidis samrewvelo da-

sufTavebis qimiur saSualebebs biznes-

myidvevlTa farTo qselze, dawyebuli

manqanebis recxvidan, damTavrebuli

amerikis sahaero ZalebiT. ar aqvs

mniSvneloba, ras asufTavebs myidveli –

sahaero flotis xomalds Tu qarxanas,

maRaziis daxls Tu restorans, aryis

saxdel manqanas Tu samxedro bazas,

ChemStation-i dasufTavebasTan dakavSire-

biT yovelTvis swor gadawyvetilebas

sTavazobs. is asobiT warmoebas ama-

ragebs aTasobiT produqtiT. Tumca

ChemStation-i ufro mets akeTebs, vidre,

ubralod, qimiuri nivTierebebis gayid-

mmooddiiffiicciirreebbuullii

ggaannmmeeoorreebbiiTTii SSeessyyiidd--

vvaa (Modified rebuy)biznesSesyidva, rom-

lis drosac myidve-

li dainteresebulia,

Secvalos produq-

ciis specifikacia,

fasebi, miwodebis pi-

robebi an mimwode-

blebi.

aaxxaallii SSeessyyiiddvviiss

aammooccaannaa (New task)biznesSesyidvis ga-

dawyvetileba, rode-

sac myidveli pirve-

lad iZens produq-

cias an momsaxure-

bas.

■ Chem Station-i akeTebs gacilebiT mets, vidre, ubralod, Tavisi

klientebis qimiuri sawmendi saSualebebiT momaregebaa, ,,Cveni

momxmareblebi~'fiqroben Cvens Sesaxeb, rogorc ,,partniorebze.~

ssiisstteemmuurrii ggaayyiiddvvaa

(Systems selling)erTi gamyidvelisa-

gan produqciis (an

momsaxurebis) pake-

tis Sesyidva da am-

gvarad Tavis aride-

ba Sesyidvis rTuli

si-tuaciisagan, rode-

sac cal-calke SeZe-

nebze gadawyvetile-

baa misaRebi.


vaa. upirveles yovlisa, igi mWidrod TanamSromlobs TiToeul indi-

vidualur myidvelTan, specialurad maTze gaTvlili sapnis for-

mulis Sesaqmnelad. man Seqmna specialuri formulebi xelis, bumbu-

lis, yelsaxvevebis, fleitebis, parfiumeruli cisternebis, Tvalis

makiaJis konteinerebis, okeanis trailerebis, betonis asarevi man-

qanebis dasasufTaveblad. am formulebis meSveobiT SesaZlebelia

TiTqmis yvelafris gawmenda, risi warmodgenac ki adamianis gonebas

SeuZlia. Semdeg,ChemStation am yovelives Tavis veb-gverdze ganaTavsebs.

sabolood, is Tvalyurs adevnebs Tavis produqcias da, maragis

Semcirebis SemTxvevaSi, avtomaturad avsebs mas. amgvarad, ChemStationyidis mTel gamocdilebas da myidvels yvela saxis sagnis sawmendiT

uzrunvelyofs. kompanias aseTi lozungi aqvs: `Cveni sistema prob-

lemis gadaWris Cveni gzaa. problemis sruli gadaWrisaTvis individ-

ualur myidvelTan partniorobiT grZelvadiani urTierToba yalib-

deba, rac ChemStation-s konkurenciis daZlevaSi exmareba. `xSrad Cveni

myidvelebi aRgviqvamen ara rogorc mimwodebels, aramed rogorc

partniors.”32

mmyyiiddvveellii oorrggaanniizzaacciiiiss SSeessyyiiddvviiss pprroocceessiiss mmoonnaawwiilleeeebbii.. vin yidulobs

Semsyidveli biznesorganizaciisaTvis trilionobiT dolaris Rirebulebis

saWiro saqonelsa da momsaxurebas? myidveli organizaciis im ganyofilebas,

romelic gadawyvetilebebs iRebs, SSeessyyiiddvviiss cceennttrrii eewwooddeebbaa, romelic moicavs

Sesyidvis gadawyvetilebis miRebis procesSi monawile yvela individsa da

ganyofilebas. Sesyidvis centri Sedgeba organizaciis yvela im wevrisagan,

romlebic Sesyidvis gadawyvetilebis miRebaSi garkveul rols TamaSoben. es

jgufi moicavs produqtisa da momsaxurebis ZiriTad momxmareblebs, maT, vinc

ZiriTad Sesyidvebs axorcielebs, da maT, vinc Sesyidvis Sesaxeb informacias

akontrolebs.

Sesyidvis centri ar aris formalurad gancalkevebuli ganyofileba.

sxva-dasxva Sesyidvaze gadawyvetilebis miRebaSi sxvadasxva TanamSromels

sxvadasxva roli akisria. TviTon organizaciis SigniT Sesyidvis centris

sidide da struqtura gansxvavebuli iqneba sxvadasxva produqtisa da

Sesyidvis situaciis mixedviT. zogierTi yoveldRiuri, cvlilebebis gareSe

ganmeorebiTi Sesyidvisas erTi adamiani – vTqvaT, Sesyidvis agenti – SesaZloa

aerTianebdes mTeli Sesyidvis centris rols. ufro rTuli Ses-yidvis dros

Sesyidvis centri SesaZloa Sedgebodes 20-30 adamianisgan organizaciis

sxvadasxva departamentidan.

Sesyidvis centris koncefcia war-

moadgens erT-erT mTavar marketingul

gamowvevas. marketologma unda Seiswav-

los, Tu vin monawileobs gadawyveti-

lebis miRebaSi, TiToeuli maTganis

Sesabamisi gavlena da is, Tu Sefasebis

ra kriteriumiT sargeblobs yoveli

monawile. magaliTad, Cardinal Health-issamedicino produqtebisa da momsaxure-

bebis jgufi saavadmyofosaTvis yidis

erTjeradi xmarebis qirurgiul xala-

Tebs. saavadmyofoSi am saqonlis Ses-

yidvis gadawyvetilebis miRebaSia Car-

Tuli: Sesyidvis vice-prezidenti,

saoperacio oTaxis administratori da

qirurgebi. TiToeuli monawile gansx-

vavebul rols TamSobs. Sesyidvis vice-

prezidenti aanalizebs, Tu ra unda iyi-

dos saavadmyofom – erTjeradi

xalaTebi Tu mravaljeradi gamoyenebis

xalaTebi. Tu analizis Sedegad

gamovlinda, rom saWiroa erTjeradi

xalaTebi, saoperacio oTaxis adminis-

tratori adarebs produqtebsa da

SSeessyyiiddvviiss cceennttrrii

(Buying center)Sesyidvis gadawyve-

tilebis miRebis

procesSi monawile

yvela individi da

ganyofileba.

■ Sesyidvis centri: Cardinal Health-s saqme aqvs myidveli organizaciis

zegavlenis farTo speqtrTan, kerZod, Sesyidvis aRmasruleblebis, saa-

vadmyofos administratorebisa da qirurgebis, romlebic saboloo jam-

Si moixmaren maT saqonels.

fasebs da arCevans akeTebs. es administratori mxedvelobaSi iRebs xalaTis

gamZleobas, sadezinfeqcio xarisxs, dizains da fass. Cveulebriv, yiduloben

brends, romelic yvelaze dabali fasis pirobebSi akmayofilebs danarCen

moTxovnebs. sabolood, qirurgebi zegavlenas axdenen gadawyvetilebebze,

rodesac brendTan dakavSirebiT kmayofilebasa Tu ukmayofilebas gamoxataven.

Sesyidvis centri, Cveulebriv, Sedgeba aSkara monawileebisgan, romlebic

Sesyidvis gadawyvetilebis miRebaSi oficialurad arian CarTulni. magaliTad,

gadawyvetilebam, SeiZinon korporacisaTvis reaqtiuli TviTmfrinavi, SesaZloa

gaaerTianos kompaniis aRmasrulebeli direqtori, mTavari piloti, Sesyidvis

agenti, kompaniis zogierTi momsaxure personali, menejmentis wevri da sxvebi,

romlebic Sesyidvis gadawyvetilebaze pasuxs ageben. man SesaZloa aseve moic-

vas naklebad cnobili, araoficialuri monawileebi,romelTa Soris zogierTma

Zalian didi gavlena moaxdinos Sesyidvis gadawyvetilebaze. zogjer TviT

Sesyidvis centris TanamSromlebic ki ar icnoben Sesyidvis gadawyvetilebis

miRebaSi monawile pirebs. magaliTad, gadawyvetileba, romeli reaqtiuli

TviTmfrinavi unda SeiZinon, SesaZloa miRebul iqnas korporaciis wevris mier,

romelic dainteresebulia freniT da romelmac bevri icis TviTmfrinavebis

Sesaxeb. am wevrma SesaZloa imuSaos kulisebs miRma gadawyvetilebis

misaRebad. Sesyidvis bevri gadawyvetileba miiReba Sesyidvis centris wevrebis

rTuli urTierTqmedebebis Sedegad.

mmyyiiddvveell oorrggaanniizzaacciieebbzzee zzeemmooqqmmeeddii ZZiirriiTTaaddii ffaaqqttoorreebbii.. Sesyidvis

gadawyvetilebis miRebis procesSi organizaciebze bevri faqtori axdens

gavlenas. zogierTi marketologi askvnis, rom mTavari zegavlena ekonomikuri

xasiaTisaa. isini fiqroben, rom myidvelebs moewonebaT is mimwodeblebi, rom-

lebic maT sTavazoben yvelaze dabal fasebs, saukeTeso produqts an yvelaze

met momsaxurebas. isini yuradRebas amaxvileben myidvelisaTvis mniSvnelovani

ekonomikuri sargeblis SeTavazebaze. miuxedavad amisa, myidveli organizaciebi

reagireben rogorc ekonomikur, ase pirovnul faqtorebze. garda imisa, rom

myidveli organizaciebi civi gonebis, obieqturobis da angariSis moyvarulni

arian, isini, amavdroulad, humanurebi da komunikabelurnic arian. isini rea-

gireben rogorc mizezze, aseve emociaze.

dRes B2B eleqtronuli komerciis bevri marketologi aRiarebs, rom

Sesyidvis gadawyvetilebis miRebisas emocia TamaSobs mniSvnelovan rols.

magaliTad, Tqven SesaZloa ggoniaT, rom reklama, romelic didi satvirTo man-

qanebis gayidvis stimulirebas axdens, raTaAdaakmayofilos myidvelebi,

yuradRebas amaxvilebs obieqtur teqnikur mxareze, maCveneblebsa da

ekonomikur faqtorebze. miuxedavad amisa, Volvo-s satvirTo manqanebis

ukanaskneli reklama asaxavs ori mZRolis mklavWids da amtkicebs: `is

gadaWris yvela Tqvens problemas avtoparkTan dakavSirebiT, garda mZRolebis

arCevanisa.~ rogorc aRmoCnda, maSin rodesac mZRolebis naklebobas ganicdis

industria, satvirTo manqanis is tipi,romelsac avtoparki sTavazobs,SesaZloa

daexmaros kvalificiuri mZRolebis mizidvaSi. Volvo-s reklama xazs usvams

satvirTo manqanis silamazes, komfortulobasa da sivrces, im niSnebs, rom-

lebic mZRolebs ufro metad izidavs. reklama midis daskvnebamde, rom Volvo-ssatvirTo manqanebi `Seqmnilia imisaTvis, rom avtoparki aqcios ufro moge-

bianad, mZRolebSi ki mesakuTris grZnoba ufro gaaRvivos.~

suraTze 5.8 moyvanilia myidvel organizaciebze zegavlenis mqone

mravalferovan faqtorTa jgufebi – garemos, organizaciuli, pirovne-

baTSorisi da individualuri. garemos faqtorebi _ ZiriTad rols TamSobs.

magaliTad, myidvelis qcevaze udides zemoqmedebas axdens ekonomikuri garemos

arsebuli da mosalodneli faqtorebi, rogorebicaa pirveladi moTxovnis

done, ekonomikuri xedva da fulis fasi. garemo pirobebis kidev erTi faqtoria

ZiriTadi masalis deficiti. bevr kompanias axla surs, SeiZinos da flobdes

ufro didi raodenobis deficituri masalebis marags,raTa uzrunvelyos adek-

vaturi miwodeba. myidvel organizaciebze aseve efeqturad zemoqmedebs

garemoSi mimdinare teqnologiuri, politikuri da konkurentuli Zvrebi.

sabolood, kulturas da wes-Cveulebebs SeuZliaT Zalian didi zegavlena

moaxdinon myidveli organizaciis reaqciebze mimwodebeli kompaniis marke-

tologis qcevisa da strategiebis mimarT, gansakuTrebiT ki saerTaSoriso mar-

ketingul garemoSi (ixileT marketingi muSaobis procesSi 5.3).


myidveli organizaciis qcevaze organizaciuli faqtorebic zemoqmedebs.

TiToeul myidvel organizacias aqvs sakuTari miznebi, politika, procedurebi,

organizaciuli struqtura da sistemebi. aqedan gamomdinare, myidvelma

organizaciam es faqtorebi Zalian kargad unda Seiswavlos. amavdroulad,

Cndeba aseTi SekiTxvebi: ramdeni adamiania CarTuli Sesyidvis gadawyvetilebis

miRebaSi? vin arian isini? ra aris maTi Sefasebis kriteriumi? rogoria

kompaniis politika da SezRudvebi myidvelebis mimarT?

Sesyidvis centri, Cveulebriv, aerTianebs bevr monawiles, romlebic

erTmaneTze zegavlenas axdenen. ase rom myidveli organizaciis Sesyidvis

procesze did gavlenas axdens pirovnebaTSorisi urTierTobis faqtorebi.

miuxedavad amisa, xSirad Zalian Znelia, Seafaso amgvari pirovnebaTaSorisi

faqtorebisa da jgufis dinamikuroba. rogorc erT-erTi mkvlevari aRniSnavs,

`menejerebs zed ar akravT etiketi warweriT: _ gadawyvetilebis mimRebi _ an

_ umniSvnelo adamiani.. Zlierebi xSirad uxilavni arian, yovel SemTxvevaSi,

SeZenebze pasuxismgebeli pirebi.’’33 arc Sesyidvis centris yvelaze maRali

rangis monawiles aqvs yovelTvis yvelaze didi gavlena. am procesebis

monawileebma SesaZloa zegavlena moaxdinon Sesyidvis gadawyvetilebaze,

radgan zogierTi maTgani akontrolebs waxalisebis da sayveduris meqanizmebs.

isini moswonT, maT aqvT specialuri eqspertizis unari an gansakuTrebuli

urTierTobebi sxva mniSvnelovan monawileebTan. pirovnebaTSorisi faqtorebi

xSirad Zalian safrTxiloa. SesaZleblobis SemTxvevaSi, mimwodebeli firmebis

marketologebma unda Seiswavlon es faqtorebi da Camoayalibon strategiebi,

romlebsac mxedvelobaSi miiReben.

dabolos, myidvel organizaciebze zegavlenas axdens individualuri

faqtorebi. TiToeuli moTamaSe Sesyidvis gadawyvetilebis miRebis procesSi


■ emociebi TamaSoben mniSvnelo-

van rols organizaciul Sesyid-

vebSi. suraTze moyvanili Volvo-ssatvirTo manqanis reklama aRniS-

navs obieqtur faqtorebs, rogo-

ric aris efeqturoba da advili

eqsploatacia. magram is aqcents

akeTebs iseT emociur faqtoreb-

zec, rogoricaa manqanis ganuyo-

feli silamaze, misi komforti da

kabinis sivrce, Tvisebebi, romle-

bic mZRolebs saSualebas aZlevs

`maTSi mesakuTris SegrZneba

gaaRvivos~.


myidveli organizaciis

qcevaze ZiriTadi gav-

lenis mqone faqtorebi

sTavazobs personalur motivebs, aRqmebsa da upiratesobebs. am individualur

faqtorebze zemoqmedebs iseTi maxasiaTeblebi, rogorebicaa asaki, Semosavali,

ganaTleba, kvalifikaciis done, pirovnuli Tvisebebi da riskisadmi

damokidebuleba. amasTanave, myidvelebs gaaCniaT Sesyidvis sxvadasxva stili.

zogierTi SesaZloa iyos teqnikuri tipis, romelic mimwodeblis SerCevamde

konkurentuli winadadebebis siRrmiseul analizs akeTebs. sxva myidvelebi

SesaZloa iyvnen intuiciuri momlaparakeblebi, romlebic gamocdilni arian

gamyidvelTan dapirispirebaSi ukeTesi Sedegis misaRebad.

SSeessyyiiddvviiss pprroocceessii bbiizznneessbbaazzrreebbzzee.. suraTze 5.9 moyvanilia myidveli organi-

zaciis Sesyidvis procesis rva safexuri.34 axali Sesyidvis ganxorcielebisas,

Cveulebriv, myidveli organizacia Sesyidvis procesis yvela safexurs gadis.

myidvelebi, romlebic axorcieleben modificirebul ganmeorebiT an

ganmeorebiT Sesyidvebs cvlilebebis gareSe, SesaZloa zogierT safexurs

gadaaxtnen. Cven am safexurebs gavaanalizebT axali Sesyidvis amocanis

situaciis ganxilvisas.

pprroobblleemmiiss SSeeccnnoobbaa.. Sesyidvis procesi iwyeba maSin, rodesac kompaniaSi viRaca

problemas an saWiroebas Seicnobs, rac SeiZleba dakmayofildes saTanado

produqtis Tu momsaxurebis SeZeniT. problemis Secnoba SesaZloa gamowveul

iqnas Siga da gare stimulebiT. Sinaganad kompaniam SesaZloa gadawyvitos,

Seqmnas axali produqti, romelic warmoebis axal manqana-danadgarebsa da

masalebs moiTxovs. SesaZloa manqana gafuWdes da dasWirdes axali nawilebi.

SesaZloa Sesyidvis menejeri ukmayofiloa arsebuli mimwodeblis produqtis

xarisxiT, momsaxurebiT an fasebiT. garegan faqtorebSi, myidvels gamofena-

gayidvis dros, SesaZloa gauCndes axali ideebi, dainaxos reklama an miiRos

satelefono Setyobineba gamyidvelebisagan, romlebic ukeTes produqtsa Tu

nakleb fass sTavazoben. faqtobrivad, mimwodeblebi TavianT reklamebSi klien-

tebis yuradRebas miapyroben xolme myidvelis potenciur problemebs da

Semdeg uCveneben, Tu rogor SeuZlia maT produqcias arsebuli problemebis

gadawyveta.

ssaaWWiirrooeebbiiss zzooggaaddii aaRRwweerraa.. problemis Secnobis Semdeg myidveli aRwers

saWiroebas zogadad, romlis drosac kompania adgens, Tu ra maxasiaTeblebi

sWirdeba produqtSi da ra raodenobiT apirebs SekveTas. standartuli

produqtisTvis es procesi problemas ar warmoadgens. rTuli saxis produq-

tze ki SesaZloa saWiro gaxdes inJinrebTan, momxmareblebTan da konsul-

tantebTan muSaoba, raTa gansazRvrul iqnas moTxovnebi. aseT jgufs SesaZloa

surdes,daadginos prioritetuloba iseT maCveneblebze,rogoricaa saimedooba,

gamZleoba, fasi da sxva, romlebsac unda uzrunvelyofdes konkretuli

produqti. am fazaSi gamWriaxe mimwodebels SeuZlia daexmaros myidvels,

produqtze maTi moTxovnilebebis gansazRvraSi.

pprroodduuqqttiiss ssppeecciiffiikkaacciiaa.. myidveli organizacia Semdeg etapze ayalibebs pro-

duqtis teqnikur specifikacias, raSic mas xSirad e.w. faseulobaTaA analizi

exmareba. ffaasseeuulloobbaaTTaa aannaalliizzii xarjebis Semcirebis erT-erTi meTodia, rom-

lis drosac produqtis Semadgeneli komponentebis Seswavla xdeba im mizniT,

rom dadgindes, SesaZlebelia Tu ara maTi dizainis Secvla, standartizacia an

naklebdanaxarjiani sawarmoo meTodiT miReba. xsenebuli meTodiT produqtis



Sesyidvis procesis etapebi biznesbazrebze

ffaasseeuulloobbaaTTaa

aannaalliizzii (Value analysis)xarjebis Semcirebis

erT-erTi meTodi,rom-

lis drosac produq-

tis Semadgeneli kom-

ponentebis Seswavla

xdeba im mizniT,rom

dadgindes, SesaZlebe-

lia Tu ara maTi di-

zainis Secvla, stan-

dartizacia an nak-

lebdanaxarjiani

sawarmoo meTodiT

miReba.


saukeTeso maxasiaTeblebis kompleqsis miReba xdeba. amavdroulad, gamyidvel

organizaciasac SeuZlia faseulobaTa analizis gamoyeneba. myidvelebisaTvis

miznis miRwevis saukeTeso gzis CvenebiT gare mimwodeblebs SeuZliaT

cvlilebebis gareSe ganmeorebiTi Sesyidvis situacia axali Sesyidvis amoca-

nis situaciad gadaaqcion, rac maT saSualebas aZlevs, axali klientebi

moipovon.

mmiimmwwooddeebblliiss mmooZZiieebbaa.. am etapze myidveli iwyebs mimwodeblebis Ziebas, raTa

aRmoaCinos saukeTeso mommarageblebi. myidvels SeuZlia Seadginos kvalifi-

ciur mimwodebelTa patara sia savaWro cnobarebis daTvalierebiT, internetSi

ZiebiTa Tu sxva kompaniebidan miRebuli satelefono rekomendaciebis

Consolidated Amalgamation, Inc. fiqrobs,

rom swored is droa, rodesac danar-

Cenma msofliom siamovneba unda mii-

Ros im produqtebisgan, romlebsac

kompania amerikeli momxmareblebis 2

Taobas sTavazobs. kompania vice-pre-

zident hari i. sliksmails agzavnis

evropaSi, afrikasa da aziaSi am ter-

itoriebis gamosakvlevad. Tavdapir-

velad, sliksmaili londonSi Cer-

deba, sadac is cota xans bankirebTan

muSaobs – ukavSirdeba maT telefo-

niT. aseve ukavSirdeba parizelebsac.

mas Semdeg, rac La Tour d’Argent-Si da-javSnis magidas, is lanCze miwveul

stumars esalmeba Semdegi sityvebiT:

`TqvenTvis, Jak, me, ubralod, hari var!~

germaniaSi batoni sliksmaili

energiuli adamianis ampluaSi gvev-

lineba. Tanamedrove doneze, xelgaS-

lilad organizebul marketinguli

prezentaciis saSualebiT, romelic

savsea flipCartebiTa da audiovi-

zualuri masaliT. is maT aCvenebs,

rom jorjiis mkvidr am biWs SeuZ-

lia warmatebas miaRwios. milanisa-

ken mimavali hari TviTmfrinavSi

saubars gaabams gverdiT mjdom iapo-

nelTan. is Tavis baraTs tovebs

iaponelis langarze da gamomSvido-

bebisas Tbilad CamoarTmevs xels da

mxarze megobrulad Semohkravs ki-

dec. mogvianebiT, SefuTvis dizainze

specializebuli italiuli kom-

paniis mflobelTan Sexvedrisas,

Cvens gmirs acvia velvetis komfor-

tuli sportuli pijaki, xakisferi

Sarvali da topsaiderebi. yvelam

icis, rom italielebi am mxriv nak-

lebad seriozulni da modunebulni

arian.

daniSnulebis Semdegi punqtia

saudis arabeTi, sadac is saukeTesod

warudgens potenciur klients mra-

valmilioniani Rirebulebis saqmian

winadadebas. saboloo gaCereba mas

pekinSi, CineTSi elis, sadac is biz-

neslanCze Cinel aRmasruleblebs

esaubreba. lanCis dasrulebisas

hari Tavis Cxirebs brinjis TasSi

awyobs da TiToeul stumars vizitis

samaxsovrod Tiffany-is majis saaTebs

Cuqnis.

warmatebuli turne gamovida, ara?

piriqiT, piriqiT! 6 Tvis Semdeg

Consolidated Amalgamation-s araferi aqvssaCvenebeli, garda gadasaxadebis

dastisa. sazRvargareTeli part-

niorebi namdvilad ar moxiblulan

hariT.

es hipoTezuri SemTxveva gazvia-

debul iqna yuradRebis gasamaxvi-

leblad. amerikelebi iSviaTad arian

aseTi sulelebi. magram eqspertebi

ssaaeerrTTaaSSoorriissoo mmaarrkkeettiinngguullii mmeeTTooddeebbii -- `̀ssaaddaacc

wwaaxxvvaall,, iiqqaauurrii qquuddii ddaaiixxuurree!!~~

5.3

es reklama aRiarebs globalurad biznesis warmoebis sirTuleebs da

saerTaSoriso asparezze momxmareblebis saWiroebebisa da Cvevebis

sworad gagebis specifikas.

mmaarrkkeettiinnggii mmuuSSaaoobbiiss pprroocceessSSii


amboben, rom warmateba saerTaSoriso

bazarze Zalianaa damokidebuli te-

ritoriisa da xalxis codnaze.

inglisuris codniT da sakuTari

Tavis sxvadasxva mxriv warmoCeniT,

msoflios biznesliderebi, SeiZleba

iTqvas, Sua gzaze mets gadian ameri-

kelebTan Sesaxvedrad. maTgan gans-

xvavebiT, amerikelebi xSirad Zalian

cotas akeTeben am mxriv da hgoniaT,

rom sxvebma maT dakrulze unda

icekvon. `Cven gvsurs, rom mogzauro-

bisas yvelaferi amerikuli iyos:

swrafi, moxerxebuli, advili. ase

vxdebiT maxinji amerikelebi,, rode-

sac sxvebisagan moviTxovT Secvlas.

Cemi azriT, ufro meti biznesi gakeT-

deboda, Tu ufro metad movindomeb-

diT~, _ dasZens erT-erTi amerikeli

saerTaSoriso vaWrobis eqsperti.

sabralo harimac moindoma, magram

araswori gziT! rogorc wesi, brita-

nelebi, amerikelebis msgavsad, saq-

meebs telefoniT ar agvareben. es

ara imdenad `kulturuli~, aramed

midgomebs Soris gansxvavebaa. nam-

dvil frangsac ar uyvars zedmeti

familaroba _ SekiTxvebi ojaxze,

eklesiasa Tu almamaterze – da arc

ucnobebis garemocvaSi saxeliT mi-

marTva. `sabralo Jaki, albaT, ara-

fers SeimCnevda, ubralod, ukan dai-

xevda. es cud, mwir gemovnebaze

miuTiTebs,’’ _ ambobs franguli biz-

nesis eqsperti da askvnis: ,,biznes-

urTierTobebis ramdenime Tvis Sem-

degac ki, Tavs Sevikavebdi miwvevis

dros mxolod saxeliT mimarTvi-

sagan. evropaSi yovelTvis marTali

xar, rodesac saxelis win batons

iyeneb.~

haris prezentacia iqneboda fias-

ko germanelebisaTvis, maT ar uyvarT

gadaWarbebuli frazebi da ampartav-

nuli winadadebebi. erT-erTi germa-

neli eqspertis mtkicebiT, miuxedavad

amisa, germaneli biznesmenebi amerike-

lebTan urTierTobas SeeCvivnen. Tum-

ca gansxvavebebi mSobliur enasa da

tradiciebSi ucvlelia, ukanasknelma

ocma weliwadma mxolod Searbila

isini. `guSin me biznesSexvedraze ga-

davexvie amerikel qalbatons; es

normaluri iqneboda safrangeTSi,

magram isev miuRebeli SedarebiT

xnovani germanelisaTvis,~ _ ambobs

xsenebuli eqsperti. misi TqmiT, mdiv-

nebisaTvis saxelebiT mimarTva isev

cud tonad CaiTvleboda. `maT aqvT

ufleba, moixsenion gvariT. rasakvir-

velia, Tavidan nebarTva unda iTxo-

voT.~ germaniaSi xalxi erTmaneTs mi-

marTavs oficialurad da koreq-

tulad – zogierTebs, romelTac

doqtoris xarisxi aqvT, ase unda mi-

marTon: `batono doqtoro.~

rodesac hari sliksmailma Tavis

axal iaponel kolegas mxarze xeli

Semohkra, aRmasrulebelma, albaT, es

Jesti mis upativcemlobad CaTvala.

iaponia, bevri aziuri qveynis msgav-

sad, `arakontaqturi (anu xeliT ar

Sexebis) kulturis~ qveyanaa, sadac

xelis CamorTmevac ki uCveulad

aRiqmeva. harim saqme ufro gaafuWa,

rodesac Tavisi savizito baraTi

dautova. iaponelebisaTvis baraTi

aris sakuTari `me’’-s nawili da ran-

gis indikatori. isini mas sxvas ca-

li xeliT ar gadascemen, piriqiT,

orive xeliT miarTmeevn. garda amisa,

iaponelebi yuradRebas amaxvileben

rangzec. amerikelebisagan gansxva-

vebiT, isini ofisSi daqvemdebarebul

TanamSromlebs xotbas ar Seasxamen,

CiniT maTze ufrosebs ki aqeben.

uiRblo hari sulelurad moiqca,

rodesac daaskvna, rom italielebi

holivudis stereotipebs hgvanan.

dizainisa da stilis alRo, romelic

saukuneebis ganmavlobaSi axasiaTeb-

da iataliur kulturas, romisa da

milanis biznesmenebSi damkvidrda.

isini lamazad icvamen da amayoben

TavianTi natifi gemovnebiT, magram

fiTrdebian mkveTr ferebsa da sxve-

bis Seuferebel Cacmulobaze.

saudis arabeTis mcxovrebTaTvis

Roris tyaviT gadakruli saqaRalde

Seuracxmyofeli iqneboda. amerikeli

gamyidveli, romelmac, sinamdvileSi,

saCuqrad aseTi saqaRalde miarTva,

yovelgvari ceremoniis gareSe igno-

rirebul iqna. misi kompania ki arab-

Ta Sav siaSi moxvda. CineTSi haris

mier jamSi Cxirebis Cayra misi mxri-

dan agresiad SeiZleba aRqmuliyo:

Cxirebis brinjiT savse jamSi Caw-

yoba da mitoveba CinelebisaTvis sik-

vdils niSnavs. naCuqari majis saaTe-

bi ki SesaZloa misi Savbneli zrax-

vebis gamoxatulebad aRiqves: CineT-

Si saaTis Cuqeba viRacis saiqioSi

gastumrebas niSnavs.

amgvarad, globalur bazarze war-

matebiT muSaobisaTvis an saerTaSo-

riso partniorebTan efeqtis momtani

urTierTobebisaTvis kompaniebi Ta-

vianT menejerebs unda daexmaron ima-

Si, rom maT Seiswavlon saerTaSori-

so bazris moTxovnilebebi, tradi-

ciebi da kultura. `rodesac bizness

vawarmoebT ucxo qveyanasa da ucxo

xalxSi _ gansakuTrebiT ki arada-

savluri kulturis qveynebSi _ es

bevrs niSnavs,~ aRniSnavs saerTaSo-

riso biznesis specialisti _ ,,saWi-

roa. vatrialoT TiToeuli qva. dav-

svaT saTanado SekiTxvebi. Rrmad

SeviswavloT yvela detali. da es

yvelaferi imitom, rom kulturebi,

marTlac, gansxvavdeba erTi meo-

risagan. am gansxavebebma SesaZloa

gadamwyveti gavlena moaxdinos.~ ase

rom Zveli rCeva isev gamosadegia:

`sadac waxval, iqauri qudi daixure.~

wwyyaarrooeebbii:: Portions adapted from Susan Harte,“When in Rome, You Should Learn to Do What theRomans Do,” The Atlanta Journal-Constitution,January 22, 1990, pp. D1, D6. Additional examplesfrom Terri Morrison, Wayne A. Conway, and Joseph J. Douress, Dun & Bradstreet’s Guide to DoingBusiness Around the World (Upper Saddle River, NJ:Prentice Hall, 2000); Craig S. Smith, “Beware ofGreen Hats in China and Other Cross-Cultural FauxPas,” New York Times, April 30, 2002, p. C11; JamesK. Sebenius, “The Hidden Challenge of Cross-BorderNegotiations,” Harvard Business Review, March 2002,pp. 76–85; and Daniel Joseph, “DangerousAssumptions,” Ceramic Industry, January 2003, p. 120.

safuZvelze. sadReisod, sul ufro meti kompnia iyenebs internets

mimwodebelTa SerCevisaTvis. marketologebisaTvis interneti saTamaSo moed-

nad iqca,romelic SedarebiT patara mimwodeblebs aZlevs imave upiratesobebs,

rasac msxvil mimwodeblebs. axla bevri kompania mimwodebelTa Ziebas uyurebs,

rogorc maTTan urTierTobis ganviTarebas. am kompaniebs surT, ganaviTaron

mimwodebel-partniorTa sistema, rac klientebs ufro met faseulobas

moutans. magaliTad, Wall-Mart-is mimwodeblebTan urTierTobis ganyofileba

kvalificiur mimwodeblebs eZebs da exmareba maT, gaerkvnen Wall-Mart-isSesyidvis kompleqsur procesSi. rac ufro axalia Sesyidvis amocana, rac

ufro rTulia (kompleqsuria) da Zvirad Rirebuli produqti, miT ufro met

dros moandomebs myidveli mimwodebelTa Ziebas. mimwodeblebis amocanaa,

moxvdnen ZiriTad cnobarebaSi da Seqmnan bazarze kargi reputacia.


ssaaqqmmiiaannii wwiinnaaddaaddeebbiiss mmooTTxxoovvnnaa.. organizaciis mier Sesyidvis procesis am

etapze, myidveli winadadebis SemosaTavazeblad SerCeul mimwodebels iwvevs.

Sedegad, zogierTi mimwodebeli gaagzavnis mxolod Tavisi produqciis kata-

logs an miavlens gayidvebis specialists. magram, rodesac SesaZeni produqcia

kompleqsuria an Zviri, Cveulebriv, myidveli TiToeuli potenciuri mimwodeb-

lisagan detalur werilobiT SeTavazebebs an oficialur prezentaciebs

moiTxovs. mimwodeblebis marketologebi daostatebulni unda iyvnen kvlevaSi,

werasa da biznesSeTavazebebis prezentaciaSi, raTa myidvelis saqmiani

moTxovnis winadadebas saTanado pasuxi gascen. winadadeba unda iyos mar-

ketinguli da ara marto teqnikuri saxis dokumenti. prezentaciam myidvels

unda Caunergos ndoba da mimwodebeli kompania sxva konkurentebisagan raime

niSniT gamoyos.

mmiimmwwooddeebblliiss SSeerrCCeevvaa biznesSesyidvis procesis is etapia, rodesac kompania

ganixilavs SeTavazebebs da SearCevs mommarageblebs. mimwodebelTa SerCevisas

Sesyidvis centri xSirad qmnis specialur sias, romelSic CamoTvlilia

sasurveli mimwodeblebis maxasiaTeblebi da TiToeuli maxasiaTeblis

SefardebiTi mniSvneloba. erT-erT kvlevaSi Sesyidvis centris warmomadgen-

lebma Seqmnes im maxasiaTeblebis sia, romlebic mimwodeblisa da myidvelis

urTierTobaze yvelaze mniSvnelovan gavlenas axdenen: xarisxiani produqti

da momsaxureba, drouli miwodeba, eTikuri korporaciuli qceva, Tavaziani

urTierToba da konkurentunariani fasebi. sxva mniSvnelovani faqtorebia

SekeTebis da momsaxurebis SesaZlebloba, teqnikuri daxmareba da rCeva,

geografiuli adgilmdebareoba, saqmianobis istoria da reputacia. Sesyidvis

centris wevrebi am maxasiaTeblebis mixedviT yofen mimwodeblebs da maT

Soris saukeTesoebs gamoarCeven. SesaZloa, sanam saboloo arCevans gaakeTeben,

myidvelebma upiratesoba miniWebul mimwodeblebTan ukeTesi fasebisa da sxva

pirobebisaTvis molaparakeba gamarTon. sabolood, maT SeiZleba SearCion erTi

■ mimwodeblebis ganviTareba: Wal-Mart-is momaragebis ganviTarebis departamenti gvTavazobs e.w. momaragebis winada-

debaTa megzurs da saTanado veb-gverds, romlebSic mocemulia rCevebi im mimwodeblebisaTvis, romlebsac surT biz-

nesis keTeba Wal-Mart-Tan.


an ramdenime mimwodebeli. bevri organizacia upiratesobas mimwodebelTa did

ricxvs aniWebs, raTa Tavidan aicilon mxolod erT mimwodebelze damokide-

buleba da saSualeba hqondeT, Seadaron drodadro ramdenime mimwodeblis

fasebi da pirobebi.

SSeekkvveeTTiiss pprroocceedduurriiss SSeemmuuSSaavveebbaa.. am etapze myidveli kompania adgens Sek-

veTebis proceduras mimwodeblebisTvis. SekveTis procedurebi moicavs

teqnikur maxasiaTeblebs, produqtis sasurvel raodenobas, miwodebis sava-

raudo dros, wuniani saqonlis ukan dabrunebis wesebsa da garantiis pirobebs.

teqnikuri momsaxurebis, SekeTebis aucileblobisa da cikliurad misawode-

beli produqciis SemTxvevaSi gamoiyeneba e.w. zogadi kontraqti. zogadi kon-

traqti qmnis grZelvadian urTierTobebs, rodesac mimwodebeli pirobas debs,

saWiroebis SemTxvevaSi, myidveli xelaxla moamaragos SeTanxmebul fasad da

drois garkveul periodSi gansazRvruli raodenobis produqciiT. am dros

mcirdeba xarjebi, romlebsac adgili eqneboda yovel jerze Sesyidvebze

xelaxali molaparakebebis procesis warmoebis SemTxvevaSi. aseTi praqtika

mimwodebels myidvelTan aaxloebs, riTac sxva mimwodeblebis urTierToba am

myidvelTan garTulebulia,sanam myidveli arsebul fasebsa Tu momsaxurebebze

ukmayofilebas ar gamoxatavs.

mmiiRRwweeuullii SSeeddeeggeebbiiss mmiimmooxxiillvvaa.. am etapze myidveli mimwodeblebis muSaobis

maCveneblebs afasebs. is SesaZloa momxmareblebs daukavSirdes da gaarkvios

maTi kmayofilebis done. miRweuli Sedegebis mimoxilvis safuZvelze SeiZleba

saqmianobis gagrZeleba modifikaciiT an urTierTobis Sewyvetac ki. mimwodeb-

lis interesebSia imave faqtorebis monitoringi, rasac myidveli akvirdeba,

raTaA darwmundes, rom myidvels Tavisi momsaxurebiT mosalodneli kmay-

ofilebis SegrZnebas uqmnis.

Cven aRvwereT is etapebi, romelTaganac, rogorc wesi, axali Sesyidvis

amocanis situacia Sedgeba. rva safexuris mqone modeli gvaZlevs myidveli

organizaciis Sesyidvis gadawyvetilebis procesis gamartivebul xedvas.

realuri procesi, Cveulebriv, ufro kompleqsuria. cvlilebis gareSe

ganmeorebiTi Tu modificirebuli Sesyidvis dros zogierTi etapi SeiZleba

saerTod amovardes. TiToeuli organizacia yidulobs Taviseburad da

TiToeuli Sesyidvis situacias unikaluri moTxovnebi gaaCnia. Sesyidvis cen-

tris sxvadasxva monawile SesaZloa procesis sxvadasxva etapze CaerTos.

miuxedavad imisa, rom, Cveulebriv, Sesyidvis process garkveuli etapebi aqvs,

myidvelebi yovelTvis TanmimdevrobiT ar mihyvebian maT da, ufro metic, sxva

safexurebsac amateben. xSirad myidvelebi ganmeorebiT gadian procesis erTsa

da imave safexurs. dabolos, myidvelTa urTierTobebma SesaZloa mocemul

dros gaaerTianos sxvadasxva tipis Sesyidvebi, romelTagan TiToeuli

Sesyidvis procesis sxvadasxva safexurze dgas.

bbiizznneessSSeessyyiiddvveebbii iinntteerrnneettiiss mmeeSSvveeoobbiiTT

bolo ramdenime wlis ganmavlobaSi informaciuli teqnologiebis winsvlam

B2B-is marketinguli procesi Secvala. onlainSesyidva,romelsac eelleeqqttrroonnuull

SSeessyyiiddvvaass (e-proeurement) uwodeben, Zalian swrafad izrdeba. bolo gamokvlevam

aCvena,rom myidveli organizaciebis TiTqmis 75% iyenebs internets,raTa Tavisi

sayidlebis garkveuli nawili mainc SeiZinos. meore gamokvlevam daadgina, rom

elSesyidvaze saSualod kompaniis danaxarjebis 14% modis. erTi kvleviTi

kompniis SefasebiT, internetiT SeZenil masalebze daxarjulma Tanxam,

romelic 2000 wels 75 miliard dolars Seadgenda, 2003 wels 3 trilions

miaRwia.35 internetSi sakuTari veb-gverdebis garda, kompaniebi qmnian eqs-

tranetebs, romlebic kompaniis komunikaciebsa da monacemebs mis regularul

mimwodeblebsa da distributorebTan akavSirebs.

internetiT vaWrobas xSirad adgili aqvs saxelmwifo da kerZo savaWro

garigebebSi an e.w. ukuauqcionebze (reverse auctions), romlis drosac myidvelebi

TavianT Txovnebs SeZenasTan dakavSirebiT veb-gverdebze aTavseben da

mimwodeblebs iwveven am gancxadebaze TavianTi fasis dasasaxeleblad.

magaliTad, sajaro vaWrobas, rogorsac avtoindustriaSi Covisint--i sTavazobs _

iZleva ufro swraf, komunikaciis ufro efeqtur gzas, TanamSromlobas, yidva-

eellSSeessyyiiddvvaa

(e-procurement)onlainSesyidva.


gayidvas, vaWrobasa da informaciis gacvlas

sawarmoebs Soris. am gacvlas gasul wels

moxmarda 50 miliardze meti dolari.

elSesyidva saSualebas aZlevs myidve-

lebs, daukavSirdnen axal mimwodeblebs,

amcirebs Sesyidvis xarjebs da aCqarebs

SekveTis processa da produqciis mitanas.

sanacvlod, B2B marketologebs SeuZliaT

myidvelebs internetiT daukavSirdnen da

gauziaron maT marketinguli informacia,

mihyidon produqtebi da momsaxureba, uzrun-

velyon myidvelis mxardamWeri momsaxure-

bebi da myidvelebTan arsebuli urTierTo-

bebis SenarCuneba.

amgvarad, produqtebis umravlesoba,

romelTac internetiT vyidulobT, aris e.w.

MRO masalebi – anu teqnikuri momsaxurebis

(Maintenance), SekeTebis (Repeir) sawarmoo

procesebisaTvis (Operation) saWiro masalebi.

magaliTad, Los Angeles County yvelafers

internetiT yidulobs, dawyebuli wiwilebiT

da damTavrebuli eleqtro naTurebiT.

National Semiconductor-ma avtomaturad mouyaraTavi kompaniisaTvis TveSi saWiro TiTqmis

3,500-ze met sxvadsxva tipis produqcias,

dawyebuli steriluri fexsacmliT, romel-

sac Tavis fabrika-qarxnebSi iyenebs, damTav-

rebuli Tanamedrove kompiuteruli progra-

mebiT. am saxis MRO masalebze daxarjuli Tanxa Zalian cotaa imasTan

SedarebiT, rac daixarja iseT nivTebze, rogorebicaa TviTmfrinavis nawilebi,

kompiuteruli sistemebi da foladis milebi. da mainc, MRO masalebi mTeli

biznesis SekveTebis 80%-s Seadgens da am SekveTebis damuSavebisaTvis saWiro

garigebebis xarjebic maRalia.

General Electric-i (GE), msoflioSi erT-erTi yvelaze didi Semsyidveli

organizacia, gegmavs ramdenime weliwadSi internetis meSveobiT yvela

ZiriTadi operaciuli da samrewvelo masalebi SeiZinos. 5 wlis win GE-maCamoayaliba globaluri gacvliTi momsaxurebebis qseli – veb-gverdi, romlis

saSualebiTac GE-is biznesi imdenad warmatebuli aRmoCnda, rom GE-ma axla is

sxva kompaniebisTvisac gaxsna da Seqmna vrceli eleqtronuli Sesyidvis

informaciis gacvlis centri.

B2B-is elSesyidvas bevri sargebeli moaqvs. upirveles yovlisa, is

amcirebs garigebaTa xarjebs da Sesyidvac ufro efeqtiania rogorc

myidvelis, aseve mimwodeblisaTvis. veb-gverdis mqone kompaniaTa Sesyidvis

programa qaRaldTan dakavSirebul saqmianobas amcirebs, rac tradiciul

rekvizitebsa da SekveTis procedurasTan asocirdeba. saSualod kompaniebs

SeuZliaT Sesyidvis xarjebi 15-20%-iT Seamciron. magaliTad, Owens Corning-madaaskvna, rom eleqtronuli Sesyidvis wyalobiT misi yovelwliuri Sesyidvis

xarji, 3,4 miliardi dolari, 10%-iT Semcirda. Microsoft-ma ki axlaxan Sesyidvis

xarjebi 700 milioni dolariT Seamcira, mas Semdeg, rac eleqtronuli

Sesyidvis sistema danerga.36 eleqtronuli Sesyidva amcirebs dros, romelic

SekveTasa da produqciis mitanas Soris arsebobs. drois dazogva gansakuTre-

biT efeqtiania im kompaniebisaTvis, romelTac bevri partniori sazRvargareT

hyavT. Adaptec-ma, kompiuterebis maxsovrobis ZiriTadma mimwodebelma, eqstraneti

gamoiyena, raTa mTeli taivanis mikrosqemebis mimwodeblebi virtualuri

ojaxis saxiT erTmaneTTan daekavSirebina. axla Adaptec-idan Setyobinebebi misaziel partniorebs wamebSi gadaecemaT. man SekveTasa da mitanas Soris

arsebuli dro Seamcira: Tu manamde am yovelives 16 kvira sWirdeboda, axla

amisaTvis saWiroa 55 dRe.

dabolos,garda imisa,rom izogeba dro da xarjebi, eleqtronuli Sesyidva

myidvelebs dros aZlevs, ufro strategiul sakiTxebze moaxdinon koncen-

trireba. bevri profesionali SemZenisaTvis eleqtronuli Sesyidva niSnavs

■ onlainSesyidvebi, anu elSesyidvebi: sajaro savaWro eleq-

tronuli gacvla, iseTi, rogorsac avtomrewvelobaSi Covisint-igvTavazobs _ ,,ufro swraf, komunikaciis ufro efeqtur gzas,

TanamSromlobas, yidva-gayidvas, vaWrobas da informaciis gacv-

las sawarmoebs Soris~. gasul wels ganxorcielda 50 miliard

dolarze meti avtonawilebis SekveTa.

es Tavi ukanasknelia im sam Tavs Soris,

romlebic sabazro sivrcisa da momx-

mareblebis Seswavlas exeboda. Cven

dawvrilebiT ganvixileT momxmare-

blebi da maTi qceva yidvis procesSi.

amerikis samomxmareblo bazari Sedgeba 290 mil-

ionze meti adamianisagan,romlebic yovelwliurad

trilionobiT Rirebulebis saqonelsa da momsax-

urebebs iZenen. biznesbazari bevrad meti raodeno-

bis fulsa da saqonels moicavs, vidre samomxmare-

blo bazari. saboloo momxmareblebi da myidveli

organizaciebi didad gansxvavdebian maxasiaTeb-

lebisa da garemoebebis mixedviT. momxmarebelTa

da myidveli organizaciebis qcevis gageba aris

erT-erTi yvelaze didi problema,romlis winaSec

marketologebi dganan.

11.. aaRRwweerreeTT ssaammoommxxmmaarreebblloo bbaazzaarrii ddaa iiss mmTTaavvaarrii

ffaaqqttoorreebbii,, rroommlleebbiicc ggaavvlleennaass aaxxddeenneenn mmoommxx--

mmaarreebblliiss yyiiddvviiss qqcceevvaazzee..

samomxmareblo bazari Sedgeba yvela im indi-

vidisa Tu ojaxisagan, romlebic saqonelsa da

momsaxurebebs piradi moxmarebisaTvis yidu-

loben. myidvelis qcevis modelis mixedviT, mar-

ketinguli da sxva garemo stimulebi momxmareb-

lis `Sav yuTSi~ Sedis. `Savi yuTi~, Tavis mxriv,

Sedgeba 2 nawilisagan. pirvel nawili _ myid-

velis maxasiaTeblebi _ gavlenas axdens imaze,

Tu rogor aRiqvams momxmarebeli stimulebs da

rogor reagirebs maTze. meore nawili _ myid-

velis mier gadawyvetilebis miRebis procesi _

gavlenas axdens myidvelis qcevaze. `Sav yuTSi~

Semavali stimulebi gardaiqmneba myidvelTa

reaqciebad, rogorebicaa produqtis, brendis,

dileris arCevani, Sesyidvis dro da raodenoba.

momxmareblis mier produqtis Sesyidvaze

Zlier gavlenas axdens kulturuli, socialuri,

pirovnuli da fsiqologiuri maxasiaTeblebi.

kultura yvelaze kargad gansazRvravs pirovne-

bis survilebsa da qcevas. sxvadasxva subkul-

turisa da socialuri klasis warmomadgenlebi

sxvadasxva saxis produqtsa da brends aniWeben

upiratesobas. socialuri faqtorebi, rogori-

caa patara jgufis an ojaxis zegavlena, Zlier

zemoqmedebs produqtisa da brendis arCevanze,

iseve rogorc pirovnuli maxasiaTeblebi, rogo-

rebicaa asaki, sasicocxlo ciklis etapi, saqmi-

anoba, ekonomikuri mdgomareoba, cxovrebis sti-

li da individualoba. dabolos, momxmareblis

qcevaze yidvis dros mniSvnelovan gavlenas

oTxi fsiqologiuri faqtori axdens – motiva-

cia, aRqma, swavla, rwmena da damokidebuleba.

TiToeuli maTgani sxvadasxva kuTxiT

warmoaCens myidvelis `Savi yuTis~ muSaobis

gagebis perspeqtivas.

22.. CCaammooTTvvaalleeTT ddaa ggaanniixxiilleeTT mmyyiiddvveelliiss ggaa--

ddaawwyyvveettiilleebbiiss mmiiRReebbiiss pprroocceessiiss ssaaffeexxuurreebbii..

saqonlis yidvaze myidvelis mier gadawyveti-

lebis miRebis procesi moicavs saWiroebis

Secnobas, informaciis moZiebas, alternativebis

Sefasebas, yidvaze gadawyvetilebis miRebasa da

yidvis Semdgom qcevas. saWiroebis Secnobisas

momxmarebeli Seicnobs im problemasa Tu mom-


monotonuri saqmisa da qaRaldTan dakavSirebuli saqmianobis Semcirebas,

maragis marTvisa da mimwodeblebTan ufro nayofieri muSaobisaTvis meti

drois daTmobas.

miuxedavad amisa, elSesyidvaTa swrafi gafarToeba ramdenime problemas

qmnis. magaliTad, garda imisa, rom veb-gverdi mimwodeblebsa da myidvelebs

SesaZleblobas aZlevs, erTmaneTs gauziaron biznesmonacemebi da, ufro metic,

iTanamSromlon produqtis dizainze, mas SeuZlia daangrios aTeulobiT wlis

ganmavlobaSi naSenebi myidvel-mimwodeblis urTierTobebi. bevri kompania veb-

gverdebs iyenebs ukeTesi mimwodebelis mosaZebnad.

elSesyidvas aseve SeuZlia potenciuri usafrTxoebis saSiSroebani

warmoSvas. kompaniaTa 80%-ze meti acxadebs, rom myidvelebsa da partniorebs

Soris eleqtronul kavSirebis gafarToebaSi usafrTxoeba aris mTavari

barieri. miuxedavad imisa, rom eleqtronuli fostisa da garigebebis dacva

SeiZleba ZiriTadi kodirebis sistemebiT, usafrTxo garemo, romelic bizness

sWirdeba, rom konfidencialuri urTierTqmedebebi ganaxorcielos, isev mwiria.

kompaniebi milionebs xarjaven, rom gamoikvlion Tavdacvis strategiebi da

hakerebisagan Tavi daicvan. magaliTad, Cisco System-i qmnis e.w. ,,firewalls’’-savtorizaciis sistemas da dacviT procedurebs, romlebic misma partniorebma

unda gamoiyenon, raTa usafrTxo gaxadon eqstranetiT kavSirebi. sinamdvileSi,

kompania ufro Sors midis – is sakuTar usafrTxoebis inJinrebsac agzavnis,

raTa partnioris dacvis sistemebi gadaamowmos da partniors avaldebulebs,

Tavis Tavze aiRos usafrTxoebis wesebis nebismieri darRveva, romelic misi

kompiuteridan warmoiSveba.

SSeeiissvveenneeTT::kkoonncceeffcciieebbiiss kkvvaallddaakkvvaall


saxurebis saWiroebas, romlis dakmayofilebac

SesaZlebeli iqneboda produqtisa Tu momsax-

urebis meSveobiT. saWiroebis Secnobis Semdeg

momxmarebeli gadadis meore etapze – informa-

ciis moZiebaze. informaciiT xelSi momxmare-

beli axdens alternativebis Sefasebas da

arCevs erT-erT brends, amis Semdeg ki iRebs

SeZenis gadawyvetilebas da produqts yidu-

lobs. yidvis Sesaxeb gadawyvetilebis miRebis

procesis saboloo safexurze – yidvis Semdgomi

qceva – momxmareblis moqmedeba damokidebulia

nayidi saqonliT mis kmayofilebaze an ukmay-

ofilebaze. marketologis saqmea, Seiswavlos

myidvelis qceva TiToeul etapze da is faq-

torebi, romlebic am etapebze axdenen gavlenas.

33.. aaRRwweerreeTT aaxxaallii pprroodduuqqttiiss aaTTvviisseebbiissaa ddaa

ggaavvrrcceelleebbiiss pprroocceessii..

produqtis aTvisebis (aRiarebis) procesi Sed-

geba 5 etapisagan: gaTviTcnobiereba, interesi,

Sefaseba, sacdelad yidva da aTviseba. axali

produqtis marketologebma unda ifiqron imaze,

Tu rogor daexmaron momxmareblebs am etapebis

gadalaxvaSi. axali produqtebis difuziis

procesSi momxmareblebis reaqcia sxvadasxvagva-

ria, rac momxmareblisa da produqtis maxasiaTe-

blebzea damokidebuli. momxmareblebi SesaZloa

iyvnen inovatorebi, adreuli amTvisebelni, ad-

reuli umravlesoba, gviani umravlesoba da

CamorCenilebi. SesaZloa TiToeulma jgufma

sxvadasxva marketinguli midgoma moiTxovos.

marketologebi xSirad cdiloben, TavianTi

axali produqcia potenciurad adreuli amTvi-

seblebis yuradRebis centrSi moaqcion, gansa-

kuTrebiT ki im adamianebis, romlebic e.w. azris

gamavrceleblebi arian.

44.. ggaannssaazzRRvvrreeTT bbiizznneessbbaazzaarrii ddaa ddaaaaddggiinneeTT iiss

ZZiirriiTTaaddii ffaaqqttoorreebbii,, rroommlleebbiicc mmyyiiddvveellii

oorrggaanniizzaacciiiiss qqcceevvaazzee aaxxddeennss ggaavvlleennaass..

biznesbazari Sedgeba yvela im organiza-

ciisagan, romlebic yiduloben saqonelsa da

momsaxurebas, sxva produqciis da momsaxurebis

sawarmoeblad an Semdgomi misi gayidvis Tu

gaqiravebis mizniT. samomxmareblo bazrebisagan

gansxvavebiT, biznesbazrebs, Cveulebriv, hyavs

SedarebiT mcire raodenobis, magram msxvili

myidvelebi, romlebic ufro metad geogra-

fiulad koncentrirebulni arian. biznesmoTxov-

na aris warmoqmnili moTxovna. xolo yidvaze

gadwyvetilebas, Cveulebriv, ufro profesionali

myidvelebi iReben. myidveli organizaciebis

gadawyvetilebebi, yidvis situaciaTa mixedviT,

sami tipisaa: cvlilebebis gareSe ganmeorebiTi

Sesyidva, modificirebuli ganmeorebiTi Sesyidva

da axali Sesyidvis amocana. myidveli orga-

nizaciis gadawyvetilebis mimRebi ganyofileba

– Sesyidvis centri – SesaZloa aerTianebdes

bevr adamians, romlebic sxvadasxva rols

TamaSoben. mimwodeblebis marketologebma unda

icodnen Semdegi: vin arian Sesyidvis centris

mTavari monawileebi? ra saxis gadawyvetilebis

miRebisas iyeneben isini TavianT zegavlenas da

ra doniT? romel kriteriumebs iyenebs Sefa-

sebisas TiToeuli monawile? mimwodeblebis

marketologebma aseve unda Seiswavlon garemo

faqtorebis, organizaciis, pirovnebaTSorisi da

individualuri zegavlena yidvis procesze.

55.. CCaammooTTvvaalleeTT ddaa ggaannssaazzRRvvrreeTT mmyyiiddvveellii oorr--

ggaanniizzaacciiiiss mmiieerr ggaaddaawwyyvveettiilleebbiiss mmiiRReebbiiss

pprroocceessiiss ssaaffeexxuurreebbii..

myidveli organizaciis Sesyidvis procesi,

Tavis mxriv, SesaZloa Sedgebodes rva ZiriTadi

safexurisagan: problemis Secnoba, saWiroebis

zogadi aRwera, produqtis specifikacia, mimwo-

deblis moZieba, saqmiani winadadebebis moTxovna,

mimwodeblis SerCeva, SekveTis procedurebis

SemuSaveba da miRweuli Sedegebis mimoxilva.

myidvelebi, axali Sesyidvis amocanis

situaciaSi, Cveulebriv, gadian yidvis procesis

yvela safexurs. myidvelbi, cvlilebebis gareSe

ganmeorebiT Sesyidvis an modificirebuli

ganmeorebiTi Sesyidvis dros,SesaZloa zogierT

safexurs gadaaxtnen. kompaniebma momxmarebelTa

mTeli urTierTobebi unda marTon, romelic

xSirad yidvis bevr sxvadasxva gadawyvetilebas

moicavs procesis sxvadasxva etapze. informa-

ciuli teqnologiebis axlandelma miRwevebma

dasabami misca elSesyidvebs, romelTa meSveobi-

Tac myidveli organizaciebi yiduloben sxva-

dasxva saxis produqtsa da momsaxurebas eleqt-

ronuli monacemebis urTierTgacvliT an

internetiT. am gziT produqciis SeZena myid-

vels saSualebas aZlevs, kavSiri iqonios axal

mimwodeblebTan, amcirebs yidvis xarjebs da

aCqarebs SekveTis Sesrulebasa da produqciis

adgilze mitanas. da mainc, mimwodeblebis marke-

tologebi sul ufro xSirad ukavSirdebian

myidvelebs eleqtronuli gziT, raTa miawodon

marketinguli informacia, miyidon produqti da

momsaxureba, awarmoon myidvelTa xelSemwyobi

momsaxureba da SeinarCunon urTierTobebi

arsebul myidvelebTan.


TTaavvSSii ggaammooyyeenneebbuullii tteerrmmiinneebbii

aaRRqqmmaa PerceptionaaTTvviisseebbiiss pprroocceessii Adoption processaaxxaallii pprroodduuqqttii New productaaxxaallii SSeessyyiiddvviiss aammooccaannaa New taskaazzrriiss ggaammaavvrrcceelleebbeellii Opinion leaderbbiizznneessbbaazzaarrii Business marketccxxoovvrreebbiiss ssttiillii Lifestyleddaammookkiiddeebbuulleebbaa AttitudeeellSSeessyyiiddvvaa e-procurementffaasseeuulloobbaaTTaa aannaalliizzii Value analysesggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa Straight rebuy ccvvlliilleebbiiss ggaarreeSSee

jjgguuffeebbii Groups kkuullttuurraa Culture mmoommxxmmaarreebblliiss qqcceevvaa Consumer buyer behavior yyiiddvviissaass

mmooddiiffiicciirreebbuullii Modified rebuy ggaannmmeeoorreebbiiTTii SSeessyyiiddvvaa

mmoottiivvaacciiaa Motivationmmoottiivvii ((mmaammooZZrraavveebbeellii Motive (drive) ZZaallaa))

mmyyiiddvveellii oorrggaanniizzaacciiiiss Business buyer behaviorqqcceevvaa

ppiirroovvnneebbaa Personalityrrwwmmeennaa Beliefssaammoommxxmmaarreebblloo bbaazzaarrii Consumer marketSSeemmeeccnneebbiiTTii ddiissoonnaannssii Cognitive dissonanceSSeessyyiiddvviiss cceennttrrii Buying center ssiisstteemmuurrii ggaayyiiddvvaa Systems selling ssoocciiaalluurrii kkllaassii Social class ssuubbkkuullttuurraa Subculture sswwaavvllaa Learning wwaarrmmooqqmmnniillii mmooTTxxoovvnnaa Derived demand

ggaannssaaxxiillvveellii ssaakkiiTTxxeebbii

11.. aRwereT, socialuri klasi da sub-

kultura rogor zegavlenas axdens

avtomobilis SerCevaze. am ori faqto-

ridan romels aqvs ufro meti Zala?

22.. sarekomendacio jgufebi, romlebSic indivi-

debs surT gawevrianeba, aris maTTvis misabaZi

jgufi. miuTiTeT erT-erTi jgufi, romelic

Tqveni e.w STabeWdilebis wyaroa? ra tipis pro-

duqtebis gayidva SeuZliaT mimwodeblebs efeq-

tianad Tqven mier SerCeuli jgufis meSveobiT?

33.. swavlas aRweren, rogorc gamocdilebis

safuZvelze individis qcevaSi warmoSobil

cvlilebas. ra gziT cdiloben marketologebi

momxmarebelTa mier maTi produqtis gamocdas,

imisaTvis rom maTive yidvis qcevaze zegavlena

moaxdinon.

44.. zogjer momxmarebeli moiZiebs didi moculo-

bis informacias, zogjer ki sul minimalurs. ra

faqtorebs SeuZlia zegavlenis moxdena imaze, Tu

ra raodenobis informacias moiZiebs momxma-

rebeli?

55.. gaixseneT produqtis axali saxeoba, romelic

axlaxan SeiZineT. ganixileT, rogor gaiareT

produqtis aTvisebis (aRiarebis) procesis

etapebi. romelime gamotoveT? iyo Tu ara es

etapebi im TanmimdevrobiT, rogorc teqstSi iyo

moyvanili?

66.. ganixileT, rogor gansxvavdeba myidveli

organizaciis da momxmareblis qceva yidvis

procesSi. ras niSnavs es kompaniisaTvis,romelic

cdilobs, gayidos saqoneli sxva organizacieb-

ze?

ggaammooyyeenneebbiiTTii SSeekkiiTTxxvveebbii

11.. ewvieT SRI Consulting-is veb-gverds (www.sric-bi.com/VALS/presurvey.html) da onlain SeavseT VALS-is kvleva. VALS-is pirveladi da meoradi tipebis

mixedviT, ramdenad zustia Tqveni daxasiaTeba.

rogor fiqrobT, 5-10 weliwadSi gadaxvalT VALS-is sxva kategoriaSi? ganixileT, rogor unda

gamoiyenon es informacia Kraft-is sakvebi pro-duqtebis marketologebma, raTa gayidon Velveeta-syveli.

22.. gansazRvreT amTviseblebis xuTi kategoria da

is, Tu rogor gansxvavdebian isini erTmaneTisa-

gan. SearCieT ukanasknel teqnologiaze orien-

tirebuli produqti, rogoricaa PDA an DVDfleeri da ganixileT, rogor unda ganaTavson

msgavsi produqtebi, raTa xuTive kategoriisaT-

vis xelmisawvdomi gaxdes isini. Tqveni azriT,

romeli kategoriisaTvis iqneba yvelaze advili

gayidva? romeli maTgani iqneba yvelaze moge-

biani?

33.. urTierTobebs gamyidvelsa da myidvels Soris

xSirad moixsenieben, rogorc ufro kritikuls

B2B (biznesi biznesisaTvis) garigebebSi, vidre

B2C (biznesi momxmareblisaTvis) garigebebSi.

eTaxmebiT Tu ara am mosazrebas? ra tipis

moqmedebebi unda ganaxorcielos kompaniam sxva

organizaciebTan ufro Rrma urTierTobebis

dasamyareblad?

iimmooggzzaauurreeTT


tteeqqnnoollooggiiuurr ssaammyyaarrooSSii

am TavSi ganxilulia samomxmareblo

da biznesbazrebis ganmasxvavebeli

niSnebi. rogor fiqrobT, im kompaniis

veb-gverdebi, romlebic TavianT pro-

duqcias pirdapir momxmareblebze yidian, Seed-

reba biznesbazrebze produqciis gamyidveli

kompaniebis veb-gverdebs? ewvieT da gamoik-

vlieT korporaciuli veb-gverdebi, mag.: DowChemical-sa (www.dow.com) da Kellogg-is (www.kel-

loggs.com).

11.. riTi gansxvavdeba veb-gverdebi?

22.. risTvisaa TiToeuli maTgani Seqmnili?

33.. ra saxis informaciaa warmodgenili orive

veb-gverdze?

44.. ramdenad kargi kavSiri aqvs TiToeul veb-

gverds Tavis auditoriasTan?

rogorc ukve aRiniSna zemoT, mowi-

fuli momxmareblebi mimzidvel

bazars qmnian TavianTi mzardi donis,

finansuri stabilurobisa da Tavisu-

fali drois gamo. janmTelobisaTvis

sasargeblo produqtebi xSirad am

bazarebisaTvis iqmneba, rom daexmaros maT, iseve

axalgazrdulad gamoiyurebodnen, rogorc

grZnoben Tavs da daamarcxon sibere.

tradiciulad, im wamlis reklama, romelic

receptiT gaicema, pirdapir farmacevtebze iyo

gaTvlili. bolo dros gaizarda iseTi reklame-

bis ricxvi, romlebic gamiznulia momxmare-

belze. gansakuTrebiT ki mowiful momxmare-

belze. mizani naTelia: Tu pacientma icis axali

wamlis Sesaxeb, romelic, savaraudod, siberes

amarcxebs, is farmacevtebs sTxovs, swored es

wamali gamouweron. mosalodneli Sedegi? –

reklamirebuli wamlis gayidvis donis zrda.

wamlis mwarmoeblebma gazardes momxmareble-

bze gaTvlili reklamebis raodenoba. 1996 wels

masze daxarjuli Tanxa Seadgenda 800 milion

dolars, xolo 2001 wlisaTvis 2.7 miliardamde

gaizarda. maSin rodesac kargad ganaTlebul

momxmarebels mkveTrad gamokveTili mizani aqvs,

kritikosebi miiCneven, rom uSualod momxmare-

belze gaTvlili reklama nawilobriv iwvevs

receptiT gasayidi wamlebis fasebis eskalacias,

romelic yovelwliurad saSualod 17%-iT

izrdeba. rogorc Cans, reklama Tavis saqmes

akeTebs. 1999-2000 wlebSi reklamis mqone 50

wamlis gayidva gaizarda 24.6%-iT, maSin rode-

sac, ubralod, receptis mqone wamlebis gayidvis

maCvenebeli 4.3% iyo. albaT, yvelaze SemaS-

foTebeli iyo Journal of Family Practice-is kvleva,

romlis Tanaxmadac, ojaxis farmacevtTa 71%

miiCnevs, rom isini momxmarebelze gaTvlili

reklamebis zegavlenis qveS arian, amis gamo

pacientebs receptebs uweren im wamlebze,

romelsac manamde ase ubralod ar gamouwerd-

nen.

11.. ras fiqrobT receptiT gasayidi wamlebis

momxmarebelze gaTvlili reklamebis Sesaxeb?

ra aris am saxis reklamebis dadebiTi da

uaryofiTi mxareebi?

22.. ra unda moimoqmedon wamlis mwarmoeblebma,

rom sazogadoebis winaSe pasuxismgebelni iyvnen

momxmareblebze gaTvlili reklamis Seqmnisas?

33.. moaqvs Tu ara farmacevtuli kompaniebisaTvis

negatiuri Sedegi momxmarebelze gaTvlil

reklamebs?

eeTTiikkiiss ssaammyyaarrooSSii

Subaru-s biznessituacia moTavsebu-

lia wignis bolos, danarT 1-Si.

uuccxxoouurrii bbiizznneessssiittuuaacciiaa

lluukkooiill--jjoorrjjiiaa Seiqmna 2002 wlis

martSi da warmoadgens cnobili

kompaniis lluukkooiilliiss Svilobil kom-

panias.

yofili sabWoTa kavSiris

ministrTa sabWos 1991 wlis 25 noembris #18 rezo-

luciis Tanaxmad saxelmwifos sakurebaSi arsebu-

li navTob koncerni “LangepasUralKogalymneft” daar-sda. es kompania 3 navTob sawarmos “Langepasneftegaz”,“Uralneftegaz” da “Kogalymneftegaz”-s da sam gadama-muSavebel sawarmos “Permorgsintez”, volgogradisa

da novoufimskis navTob-gadamamu-Savebel qarxnebs

aerTianebda nebayoflobiT safuZvelze.

Ria saaqcio sazogadoeba ,,lukoili _ navTob

kompania” daarsda 1993 wlis 5 aprils ruseTis

federaciis mTavrobis #229 gadawyvetilebiT,

ruseTis federaciis prezidentis 1992 wlis 17

noembris #1403 brZanebulebis ,,saxelmwifos

mflobelobaSi myofi sawarmoebis, navTobis war-

moebisa da kvlevis asociaciebis, navTobis

gadamamuSavebeli sawarmoebis da navTob pro-

duqtebis momwodebeli saagentoebis privatize-

bisa da saaqcio sazogadoebad transformaciis

Taobaze” Sesabamisad. saaqcio sazogadoebis sa-

wesdebo kapitalis sakontrolo paketi warmod-

genilia mwarmoebeli, gadamamuSavebeli da

savaWro kompaniebiT. konsolidirebuli privati-

zaciis gegma damtkicda da lukoilis aqciebis

pirveli gamoSvebac daregistrirda. aqciebis

nawili saxelmwifo sakuTrebaSi darCa. Tormeti

wlis Semdeg, 2004 wlis 29 seqtemberSi,

amerikulma korporacia konoko filipsma

SeiZina ruseTis saxelmwifos xelSi arsebul

aqciaTa paketi, riTic lukoili srulad kerZo

sakuTrebaSi gadavida. konoko filipsTan

urTierTobam lukoils saSualeba misca

gaaqtiurebuliyo aSS-s bazarze da dReisaTvis

aSS-Si 2000 avto gasamarTi sadguri (ags)

lukoilis savaWro niSniT saqmianobs.

lukoili aris msoflioSi saxelganTqmuli

kompania, romelic erT-erTi pirvelia Tavisi

vertikalurad integrirebuli sistemiT – misi

saqmianoba moicavs srul cikls: navTobis

mopovebidan uSualod momxmareblisTvis miwode-

bamde. lukoili gamoirCeva Tavisi produq-ciis

evropuli xarisixiT, zrdis tendenciiTa da

finansuri maCvenelebiT.

lluukkooiill--jjoorrjjiiaamm,, saqarTveloSi, Tavisi

saqmianoba daiwyo sawvavis importiTa da misi

sabiTumo realizaciiT. sacalo qseli mxolod

4 ags-s Seadgenda. kompanias sawvavi Semoaqvs

bulgareTisa da rumineTis Tanamedrove

navTobgadamamuSavebeli sawarmoebidan, rom-

lebis mier gadamuSavebuli sawvavi Seesabameba

evropul standarts1.. TandaTanobiT lukoil-

jorjias strategiaSi moxda prioritetebis

gadanawileba, ris Sedegadac kompaniam aqtiurad

daiwyo sacalo ags-ebis qselis, gafarToeba.

2004 wlidan lukoil jorjias generaluri

direqtoria batoni zaza qaTamaZe, romlis xelm-

ZRvanelobiT kompaniam daiwyo ori mimarTu-

lebiT muSaoba: sakuTari avto-gasamarTi sad-

gurebis raodenobis zrda da franCaizingis

sistemis2 danergva. franCaizingis sistemis mi-

xedviT, lukoili amyarebs partniorul urTier-

Tobas bazarze arsebuli ags-bis qselis mflo-

bel kompaniasTan, ris mixedviTac partniori

kompania (Franchisee) iwyebs muSaobas lukoil

jorjias saxelisa da saoperacio sqemis mixed-

viT. 2006 wlisTvis am sistemas SeuerTda jor-

jia plusi, iberkompani, nukoili da ramodenime

damoikidebeli ags.

dReisaTvis Tbilissa da regionebSi

lukoilis savaWro niSniT 49 ags muSaobs, aqedan

18-s flobs TviT lukoil-jorjia, xolo 31 war-

moadgens franCaizingis sistemiT momuSave ags-

ebs.

diagramaze asaxulia kompaniis sawvavis real-

izaciis mzardi dinamika 2002-2005 wlebSi. nax-

tomi realizaciaSi ganpirobebulia ags-ebis

qselis gafarTovebis dawyebiT.

lukoil-jorjias sacalo bazris struqtura

iyofa or ZiriTad jgufad: fizikur pirebad da

korporaciul klientebad.

ffiizziikkuurrii ppiirreebbii warmoadgenen saSualo da

maRali Semosavlebis mqone pirebs, romlebis-

Tvisac mniSvnelovania sawvavis stabiluri xa-

risxi. am segmentis dayofa xdeba sawvavis tipis

moxmarebis mixedviT. 2005 wlis monacemebiT saw-

vavis realizacia Semdegi procentuli maCveneb-


qqaarrTTuullii bbiizznneessssiittuuaacciiaa

lluukkooiill--jjoorrjjiiaa cciiffrruull ssaammyyaarrooSSii

1 lukoilis sawvavi saerTod ar Seicavs tyviis danamatebs. lukoilis sawvavis

SemadgenlobaSi arsebuli aromatizirebuli naxSirwyalbadisa da gogirdis

(janmrTelobisTvis saziano) Semcvleloba gacilebiT naklebia,vidre saqarTveloSi

moqmedi Sesabamisi standartis moTxovnebi. amasTanave, gasaTvaliswinebelia, rom

evropuli standartis mixedviT oqtanoba TiToeuli tipis sawvavisaTvis ufro

maRalia, vidre saqarTveloSi moqmedi SezRudvebi.

2 franCaizingis sistema gulisxmobs, sxva sakontraqto pirobebTan erTad: 1. ags-ebis

srul `gawiTlebas~ - lukoilis standartis Sesabamisad; 2. lukoilis sawvavis

eqskluziurad realizebas; 3. erTian safaso sistemaSi moqmedebas; 4. lukoilis

sabaraTe sistemaSi CarTvas.

lebiT xasiaTdeba: premiumi 48%, regulari 25%,

premium avangardi 14%, superi 6% da dizeli 7%.

kkoorrppoorraacciiuullii kklliieenntteebbii Tavis mxriv iyofa

or jgufad: 1) saxelmwifo da saerTaSoriso

organizaciebi, romlebic tenderis an fasTa

kotirebis saSualebiT arCeven momwodebels da

2) kerZo organizaciebi.

korporaciuli klientebis mier moxmarebuli

sawvavi tipebis mixedviT 2005 wels ase gadanaw-

ilda: premiumi – 43%, superi – 11%, premium avan-

gardi – 24% da dizeli – 22%.

saqarTveloSi, navTobproduqtebis sacalo

bazarze konkurentuli garemo sakmaod mkacria.

lukoilis ZiriTad konkurentebi arian visoli

(yofili kanargo), eko-jorjia da axali

moTamaSe – rompetroli. ZiriTadi konkurente-

bis garda bazarze moqmedeben avto gasamarTi

sadgurebis wvrili qselebi da calkeuli

damoukidebeli ags-ebi.

vviissoollii eweva fasiT konkurencias da praq-

tikulad erTaderTi konkurentia qselis

masStabis mixedviT _ 38 ags (25 TbilisSi)4. mniS-

vnelovania, rom visoli, iseve rogorc lukoil

jorjia eweva korporaciuli klientebis

sabaraTe sistemiT momsaxurebas da, amasTanave,

ukve danergili aqvs plastikuri baraTebiT mom-

saxureba.

eekkoo--jjoorrjjiiaa konkurencias sawvavis xarisxiT

axdens, Tumca qseli sakmaod SezRuduli aqvs.

eko daarsebis dRidan gansakuT-

rebuli xarisxis sawvavis imijiT

sargeblobs. misi momxmareblebis

raodenoba SezRudulia, Tumca es

momxmarebleblebi gamoirCevian eko-

sadmi erTgulebiT (gamokiTxvebis

Sedegad ekos yvelaze ufro erTgu-

li momxmarebeli yavs).

rroommppeettrroollmmaa SeiZina trans-

eqspresis ags-ebis qseli. rompet-

roli ruminuli kompaniaa, romelic

TviTon moipovebs, amuSavebs da

yidis navTobproduqtebs,Sesabamisad

vertikalurad integrirebulia.

rompetrolis saqarTveloSi aqtivo-

baze jerjerobiT rTulia raime

konkretulis Tqma, Tumca savarau-

dod igi Seecdeba warmoaCinos pro-

duqciis xarisxis upiratesoba da

fasiT konkurencias Seecados (gansakuTrebiT

korporaciul bazarze msxvili momxmareblis

mosapoveblad).

aseT pirobebSi, lukoil-jorjias menejmentma

aqtiurad daiwyo fiqri axali konkurentuli

upiratesobis mopovebis gzebze. erT-erT aseT

gzad menejments miaCnia eleqtronuli sabaraTe

sistemaze gadasvlis SesaZlebloba, anu opera-

ciebisa da klientebis momsaxurebis cifrul

formatSi gadayvana, rac moicavs sawvavis miwo-

debis, aRricxvisa da realizaciis srul kompiu-

terizacias.

dReisaTvis, korporaciuli klientebis mom-

saxureba xdeba sabaraTe sistemis meSveobiT.

lukoil-jorjias sawvavis baraTebis SeZena

SesaZlebelia, rogorc naRdi, ise unaRdo

angariSsworebiT. sabaraTe sistemis meSveobiT

SesaZlebelia Sesabamisi sawvavis kompaniis

savaWro niSniT moqmed nebismier ags-Si SeZena.

sabaraTe sistema gulisxmobs momxmarebli-

saTvis uvado baraTebis miwodebas sacalo

qselTan SedarebiT SeRavaTian fasSi (erTi

litris Rirebuleba saSualod 2-3 TeTriT

naklebi). dRevandeli baraTebi ibeWdeba winas-

war damzadebul specialur qaRaldze da

ToToeuli baraTis nominaluri litraJi da

mflobelis vinaoba ibeWdeba gacemis momentSi,

rac Strixkodisa da specialuri dacvis elemen-


lluukkooiill--jjoorrjjiiaa33 vviissoollii eekkoo--jjoorrjjiiaa rroommppeettrroollii

superi 1.80 superi 1.80 superi 1.80 superi 1.75

premium avangardi 1.75 premium faveri 1.70 premiumi 1.65

premiumi 1.70 evro regulari 1.60

regulari 1.60 regulari 1.55 regulari 1.70 regulari 1.55

evro dizeli 1.65 evro dizeli 1.65 evro dizeli evro dizeli 1.50

dizeli 1.50 dizeli 1.40

3fasebi mocemulia 2006 wlis maisi-agvistos monacemebiT.4 monacemebi 2006 wlis agvistos Sesabamisia.

tebTan erTobliobaSi TiToeuli baraTis unika-

lurobas adasturebs. amasTan gacemis momentSi

TiToeul baraTs unda daertyas specialuri be-

Wedi, rac gacemis proceduras sagrZnoblad

axangZlivebs.

baraTi Tavisi arsiT fasiani qaRaldia da

fiuCersuli garigebis TvalsaCino magaliTia.

sabaraTe sistema sakmaod rTuli da mraval-

safexuriani sistemaa, romelSic CarTulia ram-

denime TanamSromeli da specialurad Seqmnili

kompiuteruli programa.

baraTis gaxarjvis (sawvavis Casxmis) Semdeg

yvela ags-dan baraTi brundeba ofisSi, sadac

iwyeba dasaqonlebuli baraTebis aRricxvis

cikli. operators Seyavs gaxarjuli talonebi

Strixkodis saSualebiT sabaraTe kompiuterul

programaSi. gacemuli da gaxarjuli talonebis

Sedareba xdeba programulad da saboloo

monacemebi gadaecema Semdgomi damuSavebisaTvis.

sabaraTe sistema sakmaod Sromatevadi procesia

da bevri ram damokidebulia operatorebis

uSecdomo muSaobaze.

sabaraTe momsaxurebas aqvs SezRudvebi: 1)

erTjeradi SeZenis minimaluri raodenoba 200

litria da 2) sabaraTe sistemiT ar xdeba regu-

larisa da dabalxarisxiani dizelis reali-

zacia.

dReisaTvis lukoil-jorjia emsaxureba 3000-

mde korporaciul klients.

zemoTxsenebuli siaxle _ eleqtronul

sabaraTe sistemaze gadasvla (plastikuri,

mravaljeradi baraTebiT arsebuli qaRaldis

barTis Canacvleba) _ aucilebelia mzardi

qselis kontrolis unifikaciisa da gaumjobe-

sebisaTvis. agreTve momxmareblebis mzardi

raodenobis swrafad da efeqturad momsaxu-

rebisaTvis.

aseT sistemaze gadasvlas aqvs garkveuli

specifikuri sirTuleebi:

■ saWiroa Seiqmnas kompiuteruli programa,rom-

lis meSveobiTac moxdeba eleqtronul ba-

raTebze Tanxis/litraJis daricxva da Semdeg

ags-ze sawvavis miRebisas Sesabamisi Tan-

xis/litraJis CamoWra;

■ SesaZeni da asamoqmedebelia serveri, romelic

procesings uzrunvelyofs da dasWirdeba

dacviTi da sxva saoperacio specialuri pro-

gramebi;

■ ags-ebi unda aRiWurvos eleqtronuli bara-

Tebis saproceso terminalebiT da personal-

ma Seiswavlos maTi gamoyeneba;

■ TiToeul ags-ze unda damontaJdes saproceso

kompiuteri aRricxvisaTvis;

■ dasamzadebelia plastikuri baraTebi,

romelTa raodenoba rTuli gansasazRvria

winaswar;

■ kompaniis personalma unda Seiswavlos axali

meTodika;

samagierod am sistemis danergviT momxmare-

blebi miiReben zusti aRricxvis saSualebasa da

maTi kuTvnili sawvavis xarjis kontrolis

gaumjobesebas (aman realizaciis garkveuli

Semcirebac ki SeiZleba gamoiwvios sawyis

etapze), amasTan erTad klientebs aRar mouwevT

rigSi dgoma da eleqtronulad da/an telefonis

saSualebiT miiReben sawvavis im tipsa da rao-

denobas romelic surT konkretul baraTze.

eleqtrinuli sistemis danergvis erTerTi

mniSvnelovani Sedegi iqneba lukoil-jorjiaSi

sawvavis realizaciis aRricxvis siswrafisa da

sizustis gaumjobeseba, rac imoqmedebs sawvavis

ags-ebze miwodebis gaumjobesebaze.

aammggvvaarraadd,, lluukkooiill--jjoorrjjiiaa ddggaass aarrCCeevvaanniiss

wwiinnaaSSee:: __ ddaanneerrggooss TTuu aarraa eelleeqqttrroonnuullii

ssaabbaarraaTTee ddaa aaRRrriiccxxvviiss ssiisstteemmeebbii..

imisaTvis, rom zemoT aRniSnuli mimarTulebiT

kompaniam muSaoba daiwyos saWiroa pasuxi gae-

ces Semdeg kiTxvebs:

11.. ra reaqcia eqnebaT kompaniis momxmareblebs

(segmentebis mixedviT) siaxleebze?

22.. ra sirTuleebs waawydeba kompania?

33.. ra sargebels moutans kompanias axali sis-

tema?

44.. ra etapebi unda gamoiyos axal sistemaze

gadasvlisas?

55.. rogor zegavlenas iqoniebs axali sistema

fizikur pirebis Sesyidvis procesze?

66.. moutans Tu ara SerCeuli strategia lukoil-

jorjias konkurentul upiratesobas?

77.. ra gansxvavebebi iqneba adrindel da exlan-

del Sesyidvis procesebs Soris?

88.. ra RonisZiebebi unda Caataros kompaniam rom

moxdes inovaciis swrafi da umtkivneulo

aTviseba?

SSeekkiiTTxxvveebbii ((ddaavvaalleebbeebbii))::

pasuxi gaeciT zemoT CamoTvlil SekiTxvebs da

gamoTqviT Tqveni mosazrebebi.


chapter 5

Documents

iqauri qudi daixure

ar aqvs mnisvneloba

individebisa da sinameurneebis

ambobs oisli

regulari evro dizeli

pirovneba da tvitarqma

sawiroebis zogadi arwera

marketologma unda seiswavlos