თავი3

1. marketinguli garemo -gare monawileebi da Zalebi, romlebic zegavlenas axdenen marketingis marTvis
unarze _ aagos da SeinarCunos warmatebuli urTierTobebi miznobriv momxmareblebTan. შედგება
მიკრო და მაკრო გარემოსგან.
Mმikrogaremo- kompaniasTan axlos arsebuli erTeulebi, romlebic zegavlenas axdenen mis unarze,
moemsaxuros Tavis myidvelebs. esenia: kompania, momwodeblebi, marketinguli Suamavlebi,
samomxmareblo bazrebi, konkurentebi da sazogadoeba.
kompania -marketinguli gegmis Sedgenisas marketingis menejerma unda iTanamSromlos kompaniaSi
arsebul iseT jgufebTan, rogorebicaa umaRlesi menejmenti, finansebis, kvlevisa da ganviTarebis (R&D),
Sesyidvebis, warmoebisa da buRalteriis samsaxurebi. es urTierTgadajaWvuli jgufebi qmnian kompaniis
Sida garemos. menejmentis umaRlesi rgoli gansazRvravs kompaniis misias, mis miznebs, zogad
strategiebsa da kompaniis politikas. marketingis menejerebi gadawyvetilebebs iReben im strategiebisa da
gegmebis farglebSi, romlebsac umaRlesi menejmenti adgens.
momwodeblebi -mniSvnelovan rols TamaSoben momxmareblebisaTvis faseulobis miwodebis sistemaSi.
isini kompanias saqonlisa da momsaxurebis warmoebisTvis saWiro resursebiT uzrunvelyofen.
momwodebelTa problemebma SesaZloa seriozulad imoqmedos marketingzec. marketingis menejerebma
Tvalyuri unda adevnon momwodebelTa SesaZleblobebs _ resursebis miwodebis simcirem an
gadavadebam, muSaTa saprotesto gamosvlebma Tu sxva movlenebma SesaZloa gamoiwvios gayidvebis
moklevadiani Seferxeba da ziani miayenos myidvelTa grZelvadian kmayofilebas. marketingis
menejerebma, agreTve, yuradReba unda gaamaxvilon kompaniaSi Semomavali nedleulisa Tu nawarmis
faswarmoqmnis tendenciebze. momaragebis mzardma xarjebma SesaZloa gamoiwvios warmoebuli
produqciis fasis zrda, rac,Tavis mxriv, zians miayenebs kompaniis gayidvebs.
მarketinguli Suamavlebi -firmebi, romlebic kompaniebs produqtebis warmoCenaSi, gayidvasa da
distribuciaSi exmarebian. maT miekuTvnebian gadamyidvelebi, fizikuri distribuciis firmebi, marketinguli
momsaxurebis saagentoebi da finansuri Suamavlebi.
myidvelebi -kompaniam kargad unda Seiswavlos myidvelTa bazrebis xuTi tipi. samomxmareblo bazari
moicavs individualur pirebsa da ojaxebs, romlebic produqtsa da momsaxurebas piradi moxmarebisaTvis
iZenen. biznesbazrebi produqtsa da momsaxurebas Seisyidian maTi Semdgomi damuSavebis an sxva
produqtis warmoebis procesSi gamoyenebis mizniT maSin, rodesac gadamyidvelTa bazari produqtsa da
momsaxurebas yidulobs, raTa,mogebisaTvis, xelaxla gayidos. samTavrobo bazars qmnian samTavrobo
saagentoebi, romlebic saqonels an saTanado momsaxurebas iZenen imisaTvis, rom awarmoon Sesabamisi
sazogadoebrivi momsaxureba (komunaluri samsaxuri, sazogadoebrivi transporti da a.S). dabolos,
saerTaSoriso bazrebi Sedgeba sxva qveynebSi arsebuli myidvelebisgan, romelTa Soris arian
momxmareblebi, biznesebi, gadamyidvelebi da mTavrobebi. bazris TiToeul tips gaaCnia gansakuTrebuli
maxasiaTebeli Tvisebebi, romlebic gamyidvelebma saguldagulod unda Seiswavlon.
konkurentebi marketingul koncefciaSi xazgasmiT aris aRniSnuli, rom warmatebis misaRwevad
kompaniam unda Seqmnas myidvelTa ufro didi faseuloba da kmayofileba, vidre amas konkurentebi
gaakeTeben. amdenad, marketologma unda gaakeTos ufro meti, vidre, ubralod, miznobrivi
momxmareblis moTxovnilebebze adaptaciaa. maT, agreTve,unda moipovon strategiuli upiratesoba imis
saSualebiT, ■ TanamSromloba marketingul SuamavlebTan: Coca-Cola Wendy's uzrunvelyofs bevrad

2. ufro metiT, vidre, ubralod, gamagrilebeli sasmelebia. igi mas, agreTve, Zlier marketingul mxardaWeras
ukeTebs. Tavi 3 marketinguli garemo 73 sazogadoeba (Public) nebismieri jgufi, romelsac aqvs faqtobrivi
an potenciuri interesi Tu gavlena organizaciis SesaZleblobaze, miaRwios sakuTar miznebs. rom
momxmarebelTa SegnebaSi konkurentebze ufro mZlavrad moaxdinon TavianTi SeTavazebebis
pozicionireba. ar arsebobs iseTi konkurentunariani marketinguli strategia, romelic yvela kompanias
moergeba. TiToeul firmas, industriaSi, konkurentebisgan gansxvavebuli, sakuTari pozicia unda
gaaCndes.
sazogadoeba aris nebismieri jgufi, romelsac aqvs faqtobrivi an potenciuri interesi Tu gavlena
organizaciis SesaZleblobaze, miaRwios sakuTar miznebs. Cven SegviZlia gamovyoT sazogadoebis Svidi
tipi: ■ 1.finansuri sazogadoeba zegavlenas axdens kompaniis SesaZleblobaze, moipovos finansuri
resursebi. bankebi, sainvesticio kompaniebi da aqcionerebi finansuri sazogadoebis ZiriTadi
warmomadgenlebi arian. ■
2.media-sazogadoeba moicavs informacias, saavtoro gadacemebs da saredaqcio Sexedulebebs. esenia:
gazeTebi, Jurnalebi, radio da televizia. ■3. samTavrobo sazogadoeba. menejmentma unda gaiTvaliswinos
mTavrobis gadawyvetilebebi da misi ganviTareba. marketologebma kompaniis iuristebTan xSirad unda
gaiaron saTanado konsultaciebi produqtis usafrTxoebasTan,reklamis sandoobasa da sxva sakiTxebTan
dakavSirebiT. ■ 4.aqtiur moqalaqeTa sazogadoeba. kompaniis marketingul gadawyvetilebebTan
dakavSirebiT, SesaZloa kiTxvebi gauCndeT momxmarebelTa organizaciebs, garemos dacvis
warmomadgenlebs, nacionalur umciresobaTa jgufebsa Tu sxvebs. amgvar moqalaqeTa jgufebTan
urTierTobis damyarebaSi kompanias sazogadoebasTan urTierTobis ganyofileba exmareba. ■
5.adgilobrivi sazogadoeba Sedgeba mezoblad mcxovrebi momxmareblebisa da mezoblad mofunqcionire
organizaciebisagan. didi kompaniebi, xSirad, niSnaven samoqalaqo urTierTobebis oficrebs, romlebic
amyareben urTierTobebs, eswrebian Sexvedrebs, pasuxoben SekiTxvebs da xels uwyoben perspeqtiul
wamowyebebs.
6.sazogadoebis farTo fenebi. kompaniam yuradReba unda gaamaxvilos sazogadoebis farTo fenebis
damokidebulebaze sakuTari produqtisa da saqmianobisadmi. kompaniis sazogadoebrivi imiji did gavlenas
axdens mis gayidvebze.
7.kompaniis Sida sazogadoeba Sedgeba sxvadasxva kategoriis TanamSromlebis, menejerebis,
moxaliseebisa da direqtorTa sabWosagan. didi kompaniebi iyeneben sainformacio werilebsa Tu sxva
saSualebebs, raTa informacia miawodon Sida sazogadoebas da moaxdinon misi motivacia. rodesac
TanamSromlebi sakuTari kompaniisadmi dadebiTad arian ganwyobilni, es muxti mTel gare
sazogadoebazec vrceldeba.
კომპანიის მაკროგარემო
demografiuli garemo- demografia aris mosaxleobis Seswavla raodenobis, simWidrovis,
adgilmdebareobis, asakis, sqesis, rasis, saqmianobisa da sxva statistikuri monacemebis mixedviT.
demografiuli garemo marketologTa mTavar interess warmoadgens, radgan igi Sedgeba adamianebisagan,
romlebic, Tavis mxriv, bazrebs qmnian.

3. beibi-bumerebi _ bavSvebi, romlebic qveyanas meore msoflio omis Semdeg, 1946- 1964 wlebSi
moevlinen. AaRniSnul periodSi aSS-Si dawyebuli Sobadobis bumis gamo, maTma ricxvma 78 milions
miaRwia. mas mere swored isini warmoadgenen yvelaze Zlier Zalas, romelic zegavlenas axdenen
marketingul garemoze. bumerebi warmoadgendnen moZrav mizans marketologebisaTvis, vinaidan maT
gaiares bavSvobis, Tineijerobis, axalgazrdobis periodebi da amJamad Sua xnis an cotaTi ufro xanSi
Sesulebi arian. dRes isini mosaxleobis 28 procents Seadgenen, Tumca, gamoimuSaveben qveynis
mTliani Semosavlis naxevars.
Taoba X. bumerebis periods moyva `Sobadobis kleba~ da Seiqmna 45-milioniani axali Taoba, romlis
warmomadgenlebis dabadebis wlebia 1965-1976. duglas koplenti am Taobas `Taoba X~-s uwodebs,
radgan isini bumerTa CrdilSi imyofebian da TaobaTa maxasiaTeblebi naklebad aqvT gamokveTili. maT
sxvanairadac moixsenieben: `beibi basterebi~, `Crdilis Taoba~ an “yiffies”, rac Semdegi sityvebis
abreviaturaa _ axalgazrda, individualuri, Tavisuflebis moyvaruli Taoba.
TaobaY YY. erT mSvenier dRes beibi-bumerebi da Taoba X-is warmomadgenlebi TavianT sadaveebs
sxva demografiul jgufs იგრეკY-Taobas gadascemen (maT,aseve,eqo-bumerebad moixsenieben). 1977-
1994 wlebSi dabadebuli beibi-bumerebis Svilebis ricxvi 72 milions aRwevs,rac Crdilavs X-Taobas da
TiTqmis beibibumerebis segments utoldeba. Tineijerobamde asakis bavSvebisa da 20 wlamde
axalgazrdebisagan Semdgari eqo-bumerebis Taoba yidvis upiratesobebsa da qcevebs ayalibebs. am
Taobam bavSvebisa da Tineijerebis uzarmazari bazrebis formireba moaxdinა.
ekonomikurigaremo Sedgeba faqtorebisgan, romlebic momxmareblis msyidvelobiT unarsa da
xarjviT tendenciebze axdenen zegavlenas. qveynebi erTmaneTisgan Zalze gansxvavdebian Semosavlis
donisa da Semosavlis gadanawilebis mixedviT. zogierT qveyanas gaaCnia e.w. saarsebo ekonomika,
sadac mosaxleoba moixmars TiTqmis mTlianad sakuTari soflis meurneobisa da mrewvelobis mier
gamomuSavebul produqcias. aseTitipis qveynebi kompaniebs mcire raodenobiT SesaZleblobebs Tu
sTavazoben. arsebobs qveynebi, sadac industriuli ekonomika aris. es qveynebi warmoadgenen mimzidvel
bazrebs sxvadasxva saxis produqciisTvis. marketologebma yuradReba unda gaamaxvilon ZiriTad
tendenciebze da momxmareblis xarjvis formebze rogorc qveynis SigniT, aseve mis farglebs gareT arsebul
bazrebze.
engelis kanoni -erTisaukunis win ernst engelis mier SemCneuli kanonzomiereba, romlis Tanaxmad,
adamianis mier gaweuli danaxarjebi sakvebze, transportze, sacxovrebelze, janmrTelobaze da a.S, icvleba
Semosavlebis zrdasTan erTad.
bunebrivi garemo warmoadgens bunebriv resursebs,romelTac kompania Tavisi produqciis
gamoSvebisaTvis iyenebs an Tavisi biznessaqmianobiT maTze zegavlenas axdens. bolo sami aTwleulis
ganmavlobaSi garemoze zegavlena sagrZnoblad gaizarda. msoflios bevr qalaqSi haerisa da wylis
dabinZurebam saSiS dones miaRwia. msoflio globaluri daTbobis safrTxis winaSe dgas da garemos bevri
damcveli SiSobs, rom male Cven sakuTar nagavSi davimarxebiT. marketologebi bunebriv garemoSi
arsebul ramdenime tendenciaSi unda erkveodnen. pirveli, nedleulis mzard naklebobaSi haeri da wyali
SesaZloa uSret resursebad gveCvenebodes, magram zogierTi adgilisaTvis damaxasiaTebelia am

4. resursebis deficiti. haeris dabinZureba bevr did qalaqs emuqreba; wylis nakleboba ki _ aSS-is zogierT
regions. es sayovelTao problemaa. ganaxlebadi resursebi, rogorebicaa tye da sakvebi, aseve gonivrulad
unda gamoviyenoT. araganaxlebadi resursebi, rogorebicaa navTobi, qvanaxSiri da mravali sxva minerali,
seriozul problemas warmoadgens. firmebs, romlebic TavianT produqcias am resursebis gamoyenebiT
amzadeben, elodebaT xarjebis zrda, im SemTxvevaSic ki, Tu nedleuli xelmisawvdomi iqneba. meore
tendencia garemos mzardi dabinZurebaa. warmoeba bunebrivi garemos mdgomareobas TiTqmis
yovelTvis azianebs. warmoidgineT, qimiuri, gnebavT atomuri, sawvavis narCenebi okeaneSi;
vercxliswylis siWarbe; qimiuri nivTierebebis raodenoba niadagsa da sakveb produqtebSi; garemos
dabinZureba biologiurad aradaSladi boTlebiT, plastmasiTa da sxva SesafuTi masalebiT. mesame
tendenciaa mTavrobis mzardi Careva bunebrivi resursebis marTvaSi. magaliTad germaniis mTavroba
energiulad iRvwis garemos mdgomareobis SesanarCuneblad. sxvebi, gansakuTrebiT ki Raribi qveynebi,
dabinZurebis aRsakveTad bevrs arafers akeTeben,ZiriTadad, saWiro fondebisa Tu politikuri nebis
naklebobis gamo; xSirad, pasiuroben TviT mdidari qveynebic politikuri Tanxmobis ararsebobis gamo.
yvelaze did imedad rCeba is garemoeba, rom msoflioSi cnobili kompaniebi sakuTar Tavze ufro met
socialuრ pasuxismgeblobas iReben da, amavdroulad, gamoiZebneba SedarebiT iafi mowyobilobebi da
meTodebi, romlebic garemos dabinZurebas gaakontroleben da Seamcireben.
teqnologiuri garemo -Zalebi, romlebic qmnian axal teqnologiebs, produqtebsa da sabazro
SesaZleblobebs.
პolitikuri garemo marketingul gadawyvetilebebze mZlavrad moqmedebs politikur garemoSi
mimdinare procesebi. politikuri garemo moicavs kanonebs, samTavrobo saagentoebsa da gavlenian
jgufebs, romlebic zemoqmedeben da zRudaven sxvadasxva organizaciasa da pirovnebas gansazRvrul
sazogadoebaSi.
kulturuli garemo kulturuli garemo Sedgeba institutebisa da sxva Zalebisagan, romlebic gavlenas
axdenen sazogadoebis ZiriTad faseulobebze, aRqmaze, Sexedulebebsa da qcevaze. adamianebi izrdebian
konkretul sazogadoebaSi, romelic maT mTavar rwmenasa da faseulobebs uyalibebs. isini STanTqaven
msoflioze Sexedulebas, romelic gansazRvravs maT urTierTobebs sxvebTan. amis gamo, kulturul
maxasiaTeblebs marketinguli gadawyvetilebis miRebaze efeqtis moxdena SeuZliaT. kulturul
faseulobaTa mdgradoba. mocemul sazogadoebaSi mcxovreb adamianebs sakuTari rwmena da
faseulobebi gaaCniaT, romlebsac maRali mdgradoba axasiaTebT. magaliTad, amerikelebis umravlesobas
swams muSaobis, qorwinebis, qvelmoqmedebisa da patiosnebis. es rwmena ayalibebs ufro specifikur
damokidebulebasa da qcevebs, romlebsac yoveldRiur cxovrebaSi aRmovaCenT. ZiriTadi rwmena da
faseulobebi Svilebs mSoblebidan gadaecemaT,rasac Semdeg skola, eklesia, biznesi da mTavroba
ganamtkicebs. meoradi rwmena da faseulobebi ufro advilad cvalebadia. qorwinebis rwmena pirveladia,
magram imis rwmena,rom adamiani adreul asakSi unda daqorwindes – meoradi. marketologebs aqvT
SesaZlebloba, Secvalon meoradi faseulobebi, magram naklebad SeuZliaT ZiriTadi faseulobebis Secvla.
magaliTad, marketologebs SeuZliaT ufro efeqturad ikamaTon imaze, rom mogvianebiT daqorwineba
umjobesia, vidre imaze, rom adamianebma saerTod ar unda iqorwinon. cvlilebebi meorad kulturul
faseulobebSi. miuxedavad ZiriTadi faseulobebis mudmivobisa, kulturuli ryevebi mainc xdeba.
magaliTisaTvis aiReT popularuli musikaluri jgufebis, kinovarskvlavebisa da sxva cnobili saxeebis

5. zegavlena axalgazrdebis varcxnilobaze, tansacmelsa da seqsualur normebze. marketologebs surT kulturuli
cvlilebebis winaswarmetyveleba, raTa gansazRvron axali SesaZleblobebi Tu safrTxeebi.
რეაგირება მაეკეტინგულ გარემოზე
garemos aqtiuri marTva- menejmentis midgoma, rodesac kompania sazogadoebaze zegavlenis
mosaxdenad iyenebs aqtiur qmedebebs da zemoqmedebs Tavis marketingul garemoze da ar aris am
garemoSi ubralo damkvirveblis rolSi, mxolod Semdgomi reaqciis amara. isini qmnian sainformacio
reklamebs (reklamebi, romlebic informaciul xasiaTs atareben),raTa sazogadoebrivi azri Camoayalibon;
sasamarTlo procesebze zewolas axdenen da saxelmwifo regulirebis mimarT pretenziebs gamoTqvamen,
raTa konkurentebs TavianTi adgili miuCinon. aformeben sakontraqto SeTanxmebebs, raTa TavianTi
sadistribucio arxebi ukeT gaakontrolon.